DRAFT FOR DISCUSSION
RECOMMENDED FUTURE POSITIONING AND OBJECTIVES FOR PETA
A. BACKGROUND
In the past decade, PETA has established itself as a highly effective local organization, with many achievements to its name including Meet & Greet at the railway station, PE Beach Day, Christmas Fair, on- street illustrated boards and maps for visitors, plus much more. Its success has been noted by other towns and villages on the Island.
PETA membersare keen to build on this firm foundation, and further advance its important role for Port Erin. This Draft is astepin this direction and designed to stimulate comments & ideas from PETA members.The resulting modified document could form the basisfor a Work Session at our next meeting, to enable a future plan to be agreed.
B. CONCLUSIONS FROM 21/5/18 PETA MEETING.
- We need more active members- PETA membership is c.70, but average monthlymeeting attendance is c.20,with atotal of c.30"loyalists" who can be called upon to help.
- PETA is often incorrectly viewed as a commercial organization run for the benefit of traders, rather than a communitybody designed to advance the interests of everyone inPort Erin.
- We need more committed volunteers if we are to expand our activities butshould also be prepared to pay for specialist expertise, eg, website management, where needed.
- We have a very powerful story to tell but need to increase our level of communication and publicity in newspaper, radio, regional TV, local posters; and especially in digital marketing/effective use of the internet and social media.
- Linked to2 above, itwas suggested that we should broadenour positioning from a trade organization,PETA, to a body which promotes Port Erin and its many attractions to the outside world. This would widenour appeal, clarify our true role, and enable us to partner more closely with other organizations like Port Erin Commissioners, Rotary, EAC, RHT,Department for Enterprise,IOM Railways, which are already represented at PETA meetings. There may alsobe opportunities to run joint events with them.
C. RECOMMENDED FUTURE POSITIONING.
- Name: "PORT ERIN PROMOTERS" (PEPs) - an enterprising not-for-profit community Team dedicated to helping make Port Erin a very attractive place in which to live and work; and to communicating its advantages to the restof the IOM and the world beyond.
- This broadens our positioning. If PE can improve its offer andpublicize it more, this will attract more visitors to Port Erin and benefit all PE Traders.
D. FUTURE STRUCTURE.
This could comprise an enlarged Team Leader group, with Steve as Chair, Ian as Treasurer and Kirsty as Company Secretary, with the possible addition of 3 otherpeople tolead IT/ digital, events, &other communication/marketing. PEPs might also need some outside paid help for website management, and aspects ofdigital marketing.
E. KEY SELLING POINTS OF PORT ERIN.
1. One of the most beautiful beaches in theBritishIsles - horse shoe shaped, flanked by two green headlands, silver sand, gently sloping so safe for bathing and paddling, harbour for fishing boats, heritage breakwater, clean,unspoiled,and full of history. Now equipped for beach soccerand volleyball. There is also a sailing schoolwhere it is safe to learn on small sail boats with qualified instructors.
(My grandchildren live within half an hour of3 world famous beaches in Sydney but prefer Port Erin beachbecause it is so natural and unspoiled).
2. Spectacular views - glorious pink sunsets, dramatic views of mountains of Mourne (Ireland), andscenic panoramafromBraddaHead, the subject of the world's best photograph in 1931 (prize worth over £250,000 in today's money). Port Erin is the most photographed place on the IOM in all seasons.
3. Variety of attractive walks -coastal to and from Calf of Man and to Bradda Head. Inland to Cregneash Heritage Village. Walk or driveto other side of the island - only 1 mile away in Port StMary.
4. Distinctive and friendlyshopping and eating experiences - over 45 diverse outlets mainly independently owned. Includes a CAMRA pub of the Year, a shop which has won over ten UK wide awards, a seaside winery which makes its own sparkling fizz, many other exciting shops, and a range of at least 10 places to eat or drink well.
5.Home to one of Britain's leading ArtsCentres - the Erin Arts Centre. It’sthe viola and oboe capital of the world - runs the Tertis Competition for young viola players, the Barbirolli Competition for oboists, both the leading competitions in the world for these instruments. The Tertis attracts many more international entrants than the other world leading viola competitions in Moscow and Munich. EAC also runsover 200 otherevents each year open to the public.
6.Port Erin Station and Railway Museumis the terminus of the steam train journey from Douglas, part of a unique and famous Victorian railway system, from Port Erin to Douglas thenRamsey. The system features steam rail, Victorian horse drawn trams, heritageelectric rail with mahogany carriages, and draws enthusiasts from many nations. Travellers get a great welcome on arrivalat Port Erin station from the volunteer Meeters and Greeters.
7. Port Erin has a fascinating history which the local charityRushen Heritage Trust helps to preserve and disseminate through exhibitions, shows,talks, and books. Rushen Camp W, located mainly in Port Erin, was unique -the only WW2 Women’s Internment camp in Europe. Port Erin also has a well-documented history of Tourism. The Fairy Hill is the site of a remarkable sixteenth century Hill Fort, and the Mull Circle,a short walk or drive from Port Erin, is an outstandingbronze age burial site with commanding views of the south of the Island.
8. Port Erin hosts many Island walking, cycling, motor cycling, vintage car and sailing events during theyear, and also runs Beach and Christmas Festivals.
9. There is much wild life in the area – on land, sea and in the air. The nearby Calf of Man is a protected area of exceptional quality, especially the resident and migrating birds. Basking sharks and dolphins visit Port Erin and its coast in the summer.
10.One of the Isle of Man's greatest artists, William Hoggatt lived and worked in Port Erin. There are many fine practicing artists in the Island's "Beautiful South" today, and the area has a flourishing musical and performing arts tradition.
F. PRIORITIES FOR IMPROVEMENT IN PROMOTING PORT ERIN
1. Much greater coverage ofPETA/PEPs activities, achievements,and advantages in conventional media - radio, newspaper, posters, regional TV, and Manx TV.We need todevelop reportable news and place it via media releases and by building photo opportunities/media relationships.
2. Same in social and digital media - website, Facebook, Twitter, Instagram. etc.
3. More teamwork and coordination between the numerous bodies who could contribute to promoting Port Erin.
4. More determined action to advocate for improvement in Port Erin's built environment. This is looking increasingly run down and detracts from the living experience of both locals and visitors. Owners of these dilapidated buildings and empty site are letting down the whole community. Particular sites which need action include the empty Ocean Castle Hotel site (an eyesore for over ten years - will it still be one in 2028?), the empty Port Erin Royal hotel site, crumbling former boarding houses at Spaldrick,near the well-maintained Collinson’s building, and others.This isan important IOM Government issue. Hopefully the Marine Biological Station issue is now resolved.
5. Need for infrastructure spend on the coastal path toand from the Calf of Man. Its impassable in places, overgrown,and unsafe.Yet with limited infrastructure spend, viewing points, and online or conventional information boards, the Port Erin to Calf round trip could become a top 10 British Isles walk because the views are sensational. Also, a government issue.
PEP's role could be lobbying and advocacy for changefor 4 and 5. The coastal path from Port Erin to Bradda Glen also needs & deservessignificant investment.
6. The wider brief would enable PEPs to engage a broader range of members, and to significantly increase level of membership involvement. Hilary Peterson and otherssuggested positivemeans for doing this at Monday's meeting.
The PEP’s prime objective would still be to attract more people to Port Erin, to spend money in our trading outlets, help build our local economy, and enjoy the unique Port Erin experience.
G. FUNDING
PEPs probably needs more funds to achieve its wider objectives. PETA could be re-launched as PEPs with a wider brief and a new members drive.
It’s also worth considering corporate membership for larger organisations like Shoprite, IOM Bank, IOM Coop, IOM Breweries, IOM Railwaysand developinga benefits package for them. Annual corporate membershipfee could be £250/yr. We might also be able to attract other organizations outside Port Erin but with all island interests like Microgaming and Poker stars, and private donors.
PEPs could run more talks, events, and festivals, perhaps in cooperation with other organizations, selecting those with most impact for least time expended, since volunteer time is limited.
This is only a Draft - all comments, improvements, additions are welcome.
J.H.D. 22/5/18.