Case Study [PDF]

Zitiervorschau

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Table of Contents 1.0 Executive summary.............................................................................................. 3 2.0 Primary findings (Issues)...................................................................................... 3 3.0 Recommendations................................................................................................ 4 4.0 Exhibits................................................................................................................. 5 5.0 Conclusion............................................................................................................ 6

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1.0 Executive summary This case study analyzed and dedicated for analyzing and providing an evidence base from which policies and actions could be developed to maximize the value of the Beatles to the City of Liverpool. Not only Liverpool but as well around the globe the Beatles has gone far enough.

2.0 Primary findings (Issues) 

The quality, authenticity and global status of the Beatles ‘brand’ is key to maintaining its

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economic value identified by the case study. The current offer is seen to address the majority of the needs of both the dedicated

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Beatles enthusiasts as well as more general visitors to the city. Changing nature of Beatles offer to consumers in terms of demographic change and international market growth for both Liverpool as a city in general and Beatles

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experiences in specific. The opportunities and challenges of interactive digital media in relation to the delivery,

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business models and experience of the Liverpool Beatles offer. Changing nature of Beatles offer to consumers in terms of their expectations of experiences, locations, and activities. Locations, spaces and places – improvements to the

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physical infrastructure would likely improve visitor experience. Issue of digital media- digital opportunities – digital may provide new opportunities but also potential threats to current business models.

3.0 Recommendations We would like to state that Liverpool needs to have a more coordinated response to visitor interest in the Beatles. We would like to mention that the Core stakeholders have a “duty of care” to the legacy of the Beatles and to their association with the city – if only to protect the long term brand value of the Beatles which underpins the economic impact of the city’s Beatles offer. In the conversations that inform this report, repeatedly individuals who represent all types of stakeholder organizations argued for ‘joined up thinking’ with regard to what the city offers. Equally, they argued that the existing quality of the offer is overall good but highly variable in

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some areas. There is clearly a desire for measures to ensure the quality and authenticity of the offer are central to maintaining its cultural and economic value for the city. Additional suggestions 

Establish sub-groups to deal with different geographical sectors – notably the Cavern Quarter, the waterfront and the South End to explore how best to develop and improve the public space and surrounding infrastructure, including the management of the space

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in regard to visitor numbers and traffic. Develop the Beatles Industry Group work on all visitors (UK and international) to understand differing expectations and key ‘pull’ factors to bring them to Liverpool and to

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engage with the Beatles offer. Explore the potential to collectively use online methods for promoting the city as a Beatles visitor destination through social media.

4.0 Exhibits Tangible attributes of the Beatles Story, Liverpool that offers visitors for the chance to learn about the Beatles from the early days of the band through the height of the Beatlemenia by using themed rooms, film footage, music and artifacts. After that, each visitor is issued an audio guide that tells the story of the band and crammed full of the press cuttings, photographs and memorabilia to reflect the fashion and atmosphere of that time. However, the displays of the artwork used for each album, the posters, sample records and sound of the Beatles era. On the other hand, Intangible attributes: A second Beatles Story opened on Liverpool’s waterfront offering a cinematic visitors experience targeted at families using computer generated 3D animation and special effects, including music, motion and technologies. The original Beatles Story Liverpool attribute was extended to include four special band. Moreover, The Beatles Story, Liverpool was intangible attributes make up by the brand reputation. The Beatles are music brands enduring global appeal. Archivists and curators from Elvis Graceland and the Beatles Story, Liverpool, worked together to join interactive multimedia 4

exhibition entitled Elvis and Beatles influenced the early work of the Beatles and of their first matters. It offers visitors the opportunity to view unique artifices and rare film footage and to experience the music of two global appeals together for the first time in one visitor attraction. The Beatles Story, Liverpool, offers a unique cultural experience for the visitor, It details the story of a unique band with a global fan base. The experience offer older consumers memories of the youth and of an important time in the development of the music. For many of these consumers, a visit to the home city of the Beatles can be a nostalgic and emotional experience for youth customer, it offers the opportunity to learn about the significant era in the development of the modern music for enjoy.

5.0 Conclusion At the very least, the city needs to respond to a “duty of care” to maintain standards in its efforts to promote the legacy of the group. There is a risk to its reputation if it does not attempt to ensure that quality is maintained by all agencies who seek to benefit from facilitating the desire of visitors to explore and access the heritage of the Beatles. This is challenging in a mixed publicprivate economy such as the Beatles industry in Liverpool. At its core the cultural value of a positive Beatles experience for fans, visitors and citizens is what underpins the economic impact. The reputation of the Beatles has to be in safe hands. Liverpool City Council, with its relationship with Core stakeholders, can lead the development of the vision and strategy to deliver an ever improving world class Beatles experience embedded in Liverpool. An experience that has something of the Beatles about it – that is to say that it should be easily accessible and yet embody values that engage the collective imagination.

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