eden project geography case study

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School Workshop: Rural Rebranding

A workshop for geography students which explores the Eden Project as a working example of managing rural change.

Workshop overview

The Eden Project is an exemplar of rural regeneration. It is a unique organisation: social enterprise, educational charity and tourism destination. This session sets Eden in the Cornish context and provides practical examples to ground your students’ learning, ideal for use as  a case study.

What happens in the workshop

This classroom-based session links strongly with the Geography A-level syllabus. We encourage the students to ask questions and build a running dialogue with us throughout the interactive session. 

A visiting teacher review

Visiting teacher “ The workshops are well run and the Eden experience can't be found anywhere else. ”

Practical information

This workshop enables students to:

• use Eden Project as a working example of Rural Rebranding and part of Cornwall’s regeneration
• discuss the Rebranding Players and the Multiplier Effect set in the context of our local economy
• explore how Eden is run as a sustainable business and a Social Enterprise
• study the importance of our brand and marketing

We've designed the workshop to complement the following Geography syllabuses:

Edexcel GCE Geography  Unit 2 option - Regenerating places 4A.9: Rebranding attempts to represent areas as being more attractive by changing public perception of them. 4A.12: Different rural stakeholders have different criteria for judging the success of rural regeneration.

OCR GCE Geography (H481)  Topic 2.1 Changing Spaces; Making Places Unit 5c - Making a successful place requires planning and design.   Case study of one place that has undergone rebranding, including: 

• why the place needed to rebrand 
• strategy/strategies involved in the rebranding of the place 
• the role and influence of a range of players involved in the placemaking 
• how the rebranding has altered people’s perception of that place 
• the relative success of the rebranding.

WJEC Eduqas GCE A LEVEL in GEOGRAPHY SECTION B – Changing Places 1.3: Changing Places  1.3.7: The rebranding process and players in rural places

• Diversification in the post-productive countryside is achieved through re-imaging and regenerating rural places through recreation, heritage, media and event management that have been driven by local groups and external agencies. 
• The consequences of rebranding on the perceptions, actions and behaviours of people, including those in other places who choose to relocate there, changes to businesses and the local community.

It also offers content aimed to extend students’ thinking beyond the specifications.  

This takes place in a workshop room inside our purpose built education centre, The Core , with an optional follow-up activity across the Eden site.

The workshop costs £7.95 per pupil, with a minimum charge of £159 per group (includes VAT). Group size is flexible. The cost includes:

• a facilitated workshop with our Education Team
• free access to the Eden site for the day
• all equipment needed for the workshop
• a base for your bags in our purpose-built education centre, The Core
• a space to eat your own lunch

The price includes free entry for accompanying adult helpers (please note our suggested adult/pupil ratios are as follows: Early Years Foundation Stage, 1:3; Key Stage 1, 1:6; Key Stage 2 and 3, 1:10; Key Stage 4, 1:15; Key Stage 5, 1:20). Additional adults are charged at our g roup booking rate . 

We also offer a free preparatory visit to Eden for teachers wanting to plan their school trip, which should be booked in advance.

Find out the steps we’ve taken to ensure that all participants on Eden Project school visits are safe, with our health and safety guidelines .

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Revisiting the Eden Project: The geometry of the Domes

• International Journal of Space Structures 37(4):095605992211102
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Case Study of Deprivation in a Rural Area - Cornwall

Case Study of Rural in a Remote Area – Cornwall

1. The main reason for deprivation in rural areas is their remoteness. Geographers use a theory called core and periphery to explain this.

The UK’s core is where the most wealth is produced. It extends from London to Leeds and Manchester. This core:

• Produces 75% of the UK’s goods and services
• Has the highest wages and levels of investment
• Has the densest transport infrastructure – most motorways, the busiest airports and the densest railway networks are there.

Cornwall is far from the economic core – at least 4 hours from the edge and about

• Around 8 hours to London (by HGV)
• Around 6 hours to London (by rail)
• Around 5 hours to London (by car)

Rural areas within the core are better off than more remote areas. The UK’s most affluent rural county is Surrey; average wages were £500 per week in 2006. 35% of Surrey’s residents work in London in professional employment – their average wages were even higher in 2006 (£800 a week)

Remote rural areas are described as the periphery, and are poorly served by transport infrastructure. They are a long way from core markets, and job opportunities are fewer. There are some benefits – peripheral areas can be cheaper to live in – but they often suffer depopulation as young people leave to find jobs.

2. Deprivation caused by low wages

Deprivation means a lack of something. Deprivation can be measured using average wages, and, in rural area, they tend to be lower than in urban areas. Cornwall has the lowest weekly wages in Britain (£329.30 in 2005 – 25% below the UK average), and the gap between it and the rest of Britain is getting wider. Within Cornwall, the poorest borough is North Cornwall (the average weekly wage is £307.60 in 2005).

Decline in the rural economy

Why are rural areas in crisis? Mostly, it is because of the decline in traditional employment. In Cornwall, primary employment dominated until the 1970’s. This included farming, fishing, tin mining and quarrying china clay. Each sector declined for the reasons shown in the table. Rural areas are now producing less than they used to – so geographers talk of the post-production countryside, just like ‘post-industrial’ is used for towns and cities.

3. The Eden Project

Many benefits compared to problems.

• Many visitors – 750,000 each year. 1.9 million In the first year and 6 million the past 4 years.
• Visitors spending – Each visitor spends average of £150 in Cornwall. Tourist visiting the Eden Project in its first 3 years spent £600 million.
• Accommodation – Since 2001, demands for holiday cottages have doubled. Owners of them normally get between 16-21 weeks’ booking per property per year. Many now get 36 weeks. Most H.C.’s are owned by locals and benefit them.
• Employment – The E.P. employs 400 full-time staff. Including part-time and seasonal staff 600 equivalent full-time jobs were created. Eden claims that all staff are recruited locally. 75% of staff were previously unemployed, and 40% are over 50 years old. These do not include construction staff. Overall, Eden has reduced Cornwall’s unemployment by 6%.
• The impact on local producers – E.P. sources all food and drink locally, where possible. This has boosted farmers and food-processing companies.
• Impact on other attraction – E.P. has created spin-off interest for other attractions, e.g. the National Maritime Museum at Falmouth, Tate of the West at St Ives, etc.
• Impact on the economy – In 2003, an average of 80%of Cornwall’s businesses said they felt that Eden had brought very positive impacts for them and the Cornish economy.

The project was conceived by Tim Smit and designed by architect Nicholas Grimshaw and engineering firm Anthony Hunt and Associates (now part of Sinclair Knight Merz). Davis Langdon carried out the project management, Sir Robert McAlpine and Alfred McAlpine did the construction and MERO designed and built the biomes. Land Use Consultants led the master plan and landscape design. The project took 2½ years to construct and opened to the public on 17 March 2001.

This is a preview of the whole essay

Multiplier effect occurs – It increases the local economy: Visitors spend at Eden and create a bigger turnover, so more employment. Visitors also spend for accommodation, food, other leisure activities and travel, which creates a second ripple of benefits for employment in the area. Finally, the spending power of those employed by Eden, and local suppliers, increases as a result of their employment.

To diversify to get people not just for one season, but all year round. To rebrand Cornwall and to attract new tourists – the concept is called destination tourism.  This is where people visit a place simply because of a single attraction and the hope is that they will then visit others. The E.P. is an excellent example of this.

Two factors have helped rebrand Cornwall and promote ‘destination tourism’:

• Individuals, such as TV chef Rick Stein, whose seafood restaurant at Padstow in north Cornwall has led to large numbers of tourists who are interested in his restaurants and food shops. Now local people refer to Padstow as ‘Padstein’.
• The expansion of Newquay Airport by the local council to accept flights from UK cities such as Leeds, Manchester and Edinburgh, as well as London’s Gatwick and Stansted airports. This has helped to reduce Cornwall’s geographical isolation.

1999 - Objective One funding – It is from the EU. It was designed to boost the local economy. It aims to reduce social and economic differences within the EU. The funding comes from the EU and is granted to areas where the gross domestic product is 75% of the EU average or less. It aims to encourage investment to boost local economies.

Key players:

• Local Councils e.g. Cornwall and Isles of Scilly Council)
• Development agencies e.g. the South West Development Agency – who use government money to stimulate and to regenerate the economy
• Central government and its agencies e.g. Arts Council, Countryside Agency, Heritage Lottery Fund, Jobcentre Plus, etc.
• Environmental Groups e.g. Cornwall Heritage Trust, English Heritage, English Nature, etc.
• Education interests e.g. Combined Universities in Cornwall, University of Exeter, Cornwall FE Colleges, etc.
• Business interests e.g. Cornwall Farmers Ltd, Eden Project, Cornwall Tourist Board, etc.
• Private individuals who invest their own capital.

Investors have to start the process, and then apply for amounts of money from other sources, called match funding. This might come from public sources, e.g. local councils, or from private sources, e.g. banks. So, investors can:

• Set up £20,000 of their own money
• Get a bank loan for another £20,000, making £40,000
• Ask local councils to match it to make £80,000
• Bid for the South West Development Agency to match it to £160,000
• Finally, bid for Objective One funds to match it, creating £320,000

Success rate – It is still the weakest economy in England. But from 1994-2004 it grew at 5.8% per year, ahead of the UK average of 5.4%. In 2003, the Cornish economy showed the greatest improvement of any region of the EU. However, its schemes have had varying success – from the greater-than-expected Eden project, to failing schemes like South West Film Studios.

But Professor Peter Gripaios of Plymouth Business School criticises it. He claims that it was wrong to give Objective One funding to some projects. By 2007, Objective One had backed 580 projects in Cornwall with £230 million, but Mr. Gripaios claims that ‘the jam has been spread too thinly on too many projects’.

• The Extreme Sports Academy at Watergate Bay – near Newquay airport, is targeting a younger age group. Offers surfing, wave skiing and kite surfing. Owners also run Watergate Bay Hotel, overlooking academy and beach. Hotel has new restaurant, bar and accommodation. They are open all year, employing 50-60 people all year round in 2006, compared to 15-20 in 2003, as a result of increased trade.
• Jamie Oliver’s Fifteen Restaurant – In 2006, TV chef J.O. opened this restaurant, overlooking Watergate Bay. The 100-seater restaurant trains local young people in catering skills. Thirty 16-24 year olds from disadvantaged backgrounds are selected each year. 15 of them work in the restaurant, training at Cornwall College from January and in the kitchens from May, supported by professional chefs. Profits fund further training and development.
• CUC –stopping the brain drain? – To increase university courses and develop a ‘knowledge economy’, University College Falmouth and Exeter University joined forces to create the Combined Universities in Cornwall (CUC). CUC helps graduates set up businesses or secure jobs in knowledge-based companies in Cornwall, trying to cut the ‘brain drain’ of graduates leaving Cornwall. Examples include:
• Sixixis – This shapes Cornish timber into handmade furniture.
• Neutralise, a computer company helping top clients to improve their placing on internet search engine results, e.g. London’s Stock Exchange.
• Using Arts and Culture – To attract Arts tourists, Fowey holds an annual Du Maurier Festival in May, named after local author Daphne Du Maurier. It hosts authors, musicians, and broadcasters for 11 days. Investment in Arts and Culture in Cornwall has grown from the museum dedicated to sculptress Barbara Hepworth in the 1970’s, to the opening of Tate St Ives in 1993. Theatre, music and dance are now available at Hall for Cornwall in Truro, which opened in 1997.
• South West Film Studios – In 2002, S.W.F.S proposed Cornwall’s first film business at St Agnes on Cornwall’s north coast. Many films have been made in Cornwall, e/g/ Die Another Day, but no studio facilities existed. The £5.7 million complex received nearly £2 million from Objective One. Two film studios were built. It was expected that the company would create 200 permanent jobs and would bring millions of pounds into the economy.

4. The UK farming industry is one that few people know about and understand, and it’s in crisis. Imagine a job where you have to work 7 days a week, 12 hours a day; perhaps getting up at 5am to milk the cows in all weathers. Then imagine you are paid about half the NMW. Small wonder that, in 2006, record numbers of farmers sold up.

The problem for some years has been that prices paid to farmers are not enough to earn a decent living. Farm incomes fell sharply between 1973 and 2003. The biggest fall occurred between 1996 and 2001/2, when average farm incomes (after costs) fell from £80,000 in 1995/6 to £2500 during 2001; recovering to £12,500 in 2002/3. But as an hourly rate, this is still less than the NMW. Livestock farmers have been badly affected.

Why has farming collapsed? – For small farmers, especially, incomes remain low. 69% of farmers rely on farming for their entire income, but many also have part-time jobs to bring in extra money. There are two main reasons why incomes have fallen:

• The strength of the pound. Between 1996 and 2007, the pound increased in value against the Euro by 33%, making imported food cheaper.
• The power of supermarkets. Competition between big supermarkets is intense. Prices get forced down to attract customers, and, as a result, farmers are paid less.

Even EU farm subsidies do not help. They benefit the large farms – the more cereals grown, the greater the subsidy. 80% of subsidies go to larger farms, which make up only 20% of all farms. 63% of UK farmers get less than £5000 a year in subsidies; some get nothing.

5. In an attempt to increase incomes, some farms are now rebranding what they do. There are various options:

• Embracing Tourism – tourists have a chance to see and understand how a farm works; buildings are converted for farm holidays.
• Focusing on higher-value products, such as vegetables, cheese, and wine.
• Adopting eco-approached to managing the environment, such as planting mixed woodland.
• Adopting welfare approaches towards animals rearing which focus on the quality of care.

Lobb’s Farm Shop

Until 2003, three brothers from the Lobb family, in south Cornwall, were making just £30,000 from their 800 acres, shared between three families. Their farm is near the Lost Gardens of Heligan, south Cornwall’s second biggest tourist attraction after the Eden Project. They created a shop to sell their beef and lamb to a potential market of 463,000 visitors a year visiting the Gardens. The project, Lobb’s Farm Shop, was financed using £200,000 funding from Objective One and central government.

The shop’s focus is meat and vegetables produced on the farm, and other locally sourced products such as Cornish wine, chesses, etc. It has created 14 new jobs, with more in the summer months. These include:

• 5 butchers (2 full-time, 2 part-time and a trainee)
• 1 full-time and 6 part-time shop assistants
• 2 administrative staff

It has generated over £600,000 in additional sales in 3 years. However, it is more than just a shop. It includes:

• A visitor centre informing visitors about farming, and tours to show them what happens on a farm.
• Ways of improving environmental quality on the farm by attracting wildlife – planting in ways that will attract birds and insects.
• Managing and raising beef cattle in a welfare-conscious way.

Document Details

• Word Count 2435
• Page Count 6
• Level AS and A Level
• Subject Geography

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• Engaging with the local media.
• Presentations to interested parties around the county.
• Targeting key opinion-formers and decision-makers.
• Engaging with immediate neighbours.
• Exploring collaboration with educational institutions.
• Presentations to local groups
• Being available to interested parties at all times
• Local employment
• Local sourcing and business support
• Year-round opening, even though Cornwall primarily a summer tourist destination, the project has helped to extend the tourism season from February to November.
• Preference given to Cornish schools when booking schools visitEngaging local schools in international programmes such as Gardens for Life, while providing support for teachers.
• Entry deals for local people.
• Opening in the winter evenings (provision of an ice rink, theatrical lighting in the landscape, music and drama, which has attracted an extra 120,000 people a year – mainly local – in the winter months)
• Its Cornish cultural heritage, evidenced through much of Eden’s creative approaches
• By allowing visitors into the gardens during the restoration work, a sense of ownership – especially in the local community - was built, encouraging repeat visits to check on progress, and act as supporters in the local community;
• Visitors were fascinated in the stories of the people who tended the plants and the plant uses;
• The power of emotional engagement through art-led interpretation.
• It provides a beneficial microclimate for plants.
• It allows almost complete concealment of the site from the surrounding land – almost invisible until the visitor makes an entrance into the dramatic landscape on exiting the Visitor Centre.
• It demonstrates boldly that the planet’s despoilation by people can be reversed
• Injected more than £1 billion value-added (that is, excluding direct expenditures at Eden) into the local economy;
• Attracted more than 13 million visitors, 47% of whom were ‘extremely or very influenced’ by Eden to choose Cornwall as a holiday destination;
• Directly created 450 jobs;
• Hosted over 100,000 schoolchildren on organized schools visits;
• Supported 2,500 local suppliers;
• Become a symbol for the environment movement as a ‘can-do’ icon.
• High quality – Eden prides itself on the quality of its catering, its disability credentials, its interpretation and horticultural excellence and its cleanliness;
• Local sourcing of supplies (83% of catering supplies and 50% of all supplies from within the county) – worth £10 million per year to the county;
• Local sourcing of services – communications and marketing activity all supplied from within the county;
• Employment of local people wherever possible, coupled with a bespoke staff training programme, to encourage employees to strive higher within the organization;
• Access for people of all physical and learning abilities;
• Being media savvy – engaging with the broadcast and print media at all levels;
• Supply chain development – catalyzing suppliers’ abilities to grow their own markets;
• Local and regional strategic sustainable development initiatives;
• Innovation. Innovation permeates the organization’s civil engineering, construction, materials sourcing, waste management, employment policy, management structure, external relations, educational programmes, public learning and interpretation, plant health, nutrition and soils, horticultural and exhibit design and more.
• Include the ‘unusual suspects’ to develop novel approaches;
• Develop local solutions according to local circumstances;
• Find a proven and charismatic leader;
• Engage with the local community from the start;
• Trust the democratic process – don’t just pay lip service to it;
• Monitor key environmental, social and economic indicators from the start to determine the impact of the regeneration project at a later stage;
• Develop a vision that excites;
• Do not compromise on quality;
• Pursue constructive local employment and sourcing policies to maximize the beneficial footprint of the project;
• Develop a positive institutional ‘can do’ attitude;
• Base partnership approaches on building trust and intellectual trade to develop synergy;
• Make education fun and engage visitors emotionally.
• National Lottery/ Millennium Commission - £56 million
• Public sector (EU) - £25 million
• Public sector (UK) - £21 million
• Commercial loans - £19 million
• Self-finance - £12 million
• Buildings and infrastructure - £54 million
• Facilities for education, visitors and staff - £36 million
• Biomes (big greenhouses) - £21 million
• Plants and machinery - £12 million
• Land purchase - £7 million
• Computer equipment – £2 million
• Fixtures and fittings - £1 million

The Eden Project From the air, 2006 EdenProject01 © Eden Project

"Eden would not have happened without significant local community support, meaning support from the county as a whole and from the immediate neighbours." "The preview opening of Eden’s Visitor Centre, in May 2000, was key to nurturing a sense of ownership in the county, and fuelled a developing sense of anticipation nationally, particularly through the media."

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Case study on Eden Project, UK Design Solution by Sa'id Kori

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The Eden Project: The Biomes   Cornwall, UK

The second phase of the eden project’s development refers to the 'biomes', a sequence of eight inter-linked geodesic transparent domes covering 2.2 ha and encapsulating vast humid tropic and warm temperate regions..

Designing the biomes was an exercise in efficiency, both of space and material. Structurally, each dome is a hex-tri-hex space frame reliant on two layers.

The efficiency of the frame relies on the components of the geometric shapes: steel tubes and joints that are light, relatively small and easily transportable.

The cladding panels are triple-layered pillows of high performance ETFE foil and environmentally efficient, with maximum surface area and minimum perimeter detailing.

The biomes received almost two million visitors in their first year of opening, and the project is now one of the top three charging attractions in the UK and the second most visited destination outside London.

The Eden Project has become world famous for its stunning structure and the wonder of its contents. It is making a huge contribution to the economy of Cornwall…It is without doubt one of our national treasures.

The Rt Hon Tessa Jowell MP, Chair of the Millennium Commission and former Secretary of State for Culture, Media and Sport

Their enormous clear-span structures were built on unstable ground against crumbling cliffs, yet provide stable, sustainable and eye-catching architecture. The original 'funnel' structure for the biomes was superseded by 'bubbles' that were easily adaptable to the shifting ground beneath them.

Location Cornwall, UK

Project Type Culture and Exhibition Halls →

Client Eden Project Limited

Area 23,000 sq m

Status Complete

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Rural rebranding: Eden project

• Rural and urban challenges and regeneration
• Created by: Hannah Jeffery
• Created on: 14-05-14 13:36
• contains over 5000 species of plants
• located 4 miles north-east of st Austell
• use the eden project to attract tourists and encourage the positive multiplier effect
• Rick Stein opening his seafood  restaurant
• containing over 100,00 plants
• re-generation
• ice rink in the winter
• fright night at Halloween
• world pasty competition
• 750,000 visitors each year
• each visitor spend on average £150 in cornwall
• employs 400 full time local staff
• has reduced Cornwalls unemployment by 6%
• 80% of businesses say they have benefited from the Eden project
• increases Eden's sustainability
• extended tourist season
• renewable energy source
• making journeys difficult for those on their way to work, also increase noise and air pollution
• sustaining high numbers of tourists
• increasing number of people arriving her by foot or bike to reduce the co2 levels caused by visitors getting here

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