Theme towns know and grow themselves
It used to be easy to describe the nature of a town. There were “fishing” towns, “mining” towns, “agricultural” towns and so on. But times, lifestyles and industries change ... and sometimes at a breakneck speed, too fast to allow families to alter course.
And that is the point at which, unchecked, unemployment can set in and despair take hold.
But Scottish towns are fighting back and taking regeneration into their own hands ... all in different ways. The following pages outline six towns that have adopted a “theme”, a strong, single label that enables them to market themselves as a unique destination, hometown or enterprise hub.
In all cases, the theme came about because one local champion had an idea. There is no set accreditation pathway ... there isn’t even an official definition of a theme town. Themed towns emerge where a local leader convinces the wider community to get on board. They can build the brand in different ways through events, local politics and social media.
In Wigtown, for example, a politician took up the cause and requested the designation to be recognised, while in West Kilbride, the success has been down to one individual refusing to give way to any obstacle.
The key message is flexibility and creativity. Each town has found a hook, built collaborations and ensured a strong offer.
It is community empowerment at its best.
Helensburgh: Coastal destination town
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