CIVIC leaders are set to explore ways of optimising Ashbourne's best brands in a bid to boost tourism and trade.
Town councillors Steve Bull and Alan Hodkinson believe Ashbourne needs to showcase its most renowned assets and adopt a clear-cut identity to maximise the town’s marketing potential.
The calls were made at the latest town council meeting, after the two former mayors attended an ‘Action for Market Towns’ conference in Melton Mowbray.
Councillor Steve Bull said: “It was clear from the conference that Melton Mowbray has experienced success by marketing itself as the ‘Rural Food Capital of the Midlands’.
“Its strongest brand is the pork pie and this clear brand or marketing message is something it is now renowned for.
“Ashbourne needs a brand. We should really be pushing Ashbourne’s strongest assets as a tool for marketing what we have to offer to the outside world.
“We have Ashbourne’s Gingerbread, or the unique Royal Shrovetide Game, and our special location as the Gateway to Dovedale.
“Ashbourne has so much to offer and we need to showcase this to passing motorists and tourists and really put Ashbourne on the map for what makes it stand out.” Forty different market towns were assessed on their branding ideas at the conference; these ranged from Hambleton the ‘Historic Town’ and Sanbach’s successful transformation of one of its car parks in to a ‘rejuvenated public square.’ Councillor Bull called for fellow members to read the brochure and formulate a scheme or ideas for Ashbourne.
He aims to research and liaise with contacts from other successfully branded market towns to gather ideas in the coming months.
He said: “Instead of having these advertising boards at points of entry into Ashbourne, advertising events elsewhere, we should really be making progress on Ashbourne’s brand and stamping clear its identity.” Councillor Hodkinson said: “We need to take the initiative and really spearhead a way forward for business and the community to push forward Ashbourne’s marketability.
“Perhaps, at the very start of the New Year ,we should meet to readdress these points gathered from the conference.
“Ashbourne is constantly evolving. For instance, Waterside Park has generated a new outlet of businesses and new ideas are emerging all the time to attract people here.”