Case Study: Watlington, Oxfordshire

Watlington is a small living and working Market Town sited on the edge of the Chilterns Area of Outstanding Natural Beauty.

The project although based in Watlington also represents the interests of Watlington, and the parishes of Swyncombe, Cuxham, Lewknor, Pyrton, Shirburn, Britwell Baldwin, Pishill, and Britwell Salome, this area stretches from the M40 at junction 6 along the scarp slope of the Chilterns toward Ewelme and Benson.

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Need for the project

Watlington undertook a town appraisal in 2002. Whilst tourism is not specifically mentioned there is much emphasis in the results on sustaining and expanding local businesses, and also to improve accessible information on footpaths.

Our Parish Council was invited to a meeting in 2004 about the role of Watlington (population 2200) as a “market town”. This was a Government initiative, supported by County and District Councils, but the type of commercial/social projects envisaged did not seem applicable to Watlington.

However in December 2005 South Oxfordshire District Council took the step to reduce its tourism unit and handover of all tourism by SODC to an external marketing company and Destination Management System. With Henley retaining the only TIC it was unclear where Watlington will fit into the new scheme of things.

The other key challenge Watlington faced is one of recognition. Whilst being directly below the Ridgeway brings the benefit of a large visitor base, very few visitors are aware of the town and area below the Chilterns. However Watlington’s resident’s key concern is that of traffic management. Watlington sits on the B009 which is something of a rat run for traffic along the slope of the Chilterns, so whilst more attracting visitors is desirable they must be managed effectively to ensure that the detriments caused by traffic flow and parking are not outweighing the economic benefits.

Having taken on board the issues identified in the appraisal and these larger factors, there has developed a keen community interest in working together to ensure the sustainability and future of Watlington’s business and community.

Planning the Project

The Watlington Hidden Britain group was set up to take forward a community owned and led tourism strategy for Watlington and the surrounding parishes. The group grew from the Watlington economic development committee of the parish council and consists of representatives from Watlington Parish Council, Swyncombe parish council, Pyrton Parish Council, Lewknor Parish Council, local businesses, and local residents.

A key element of the planning process was to create closer ties between Watlington and its surrounding communities, but also with the Chilterns Area of Outstanding Natural Beauty. This helps define a brand for Watlington, makes them part of a more cohesive and better known destination, and provides additional products for the AONB.

From the base data provided by the 2002 town appraisal the group developed an action plan of tourism projects. With the advice and support of the Project Development Officer from Hidden Britain and the Chilterns Conservation Board, the group was able to turn this action plan into achievable objectives by securing funding.

In July of 2006 Defra kindly agreed a grant of £12000 to Watlington Parish Council for undertaking the project.

Project Outputs :

Design and install 4 information boards showing a pictorial map of the area and illustrating where businesses and attractions are located.

To design and produce a selection of four circular walks taking in the surrounding parishes but starting and ending at the main car park in Watlington.

To create a small display and visitor information point area in St Leonard's Church.

To redevelop the website at www.watlington.org

Implementing the Project

We found a small group of interested people, (from Watlington and neighbouring villages), a manager, and someone to provide detailed design for Guided Walks. 3 outcomes were agreed – 4 new Walk Guides, 4 large Information Boards, and a new website, with a display of much of this in the Parish Church as an add-on.

Developing the Walk Guides brought together some keen walkers with knowledgeable critics, who also influenced the Information Boards; but success was also due to the professional input from James Turner and Glyn Kuhn. The website planned by James received late help from a Parish Council web expert and visits to all Watlington businesses.

The Walks Guides and the website were well received by Watlington businesses, residents and visitors so that, by the official launch on the late May Bank Holiday, 1500 leaflets and 30 display stands had gone to nearly 40 outlets.

Local Benefits:

In terms of tourism the project has delivered Watlington a cohesive visitor package, which can be used to draw visitor in, inform them when they arrive, and interpret the surroundings in a meaningful way. The benefits from this will in main be to the local businesses by increasing visitor spend, however the community as a whole will profit through the boost this will give to the local economy.

However in delivering this project, a large cross-section of the community has been involved thereby ensuring this is a real community Owned and led project.