AliceTown, Llandudno

AliceTown purpose

North Wales purpose built holiday resort

Reasons behind its creation

All links to Alice in Wonderland had been lost after the closure of The Rabbit Hole Museum in 2009 and the demolition of the house it was inspired by in 2008

Strategies to rebrand

Conway County Council commissioned 4 large wooden sculptures from the books - several businesses rebranded to further match the theme - Guided walk around the statues and the ‘Alice Town Trail’ - interactive 3D ‘Alice Apps’ with AR

Successes

All profits from products are reinvested back into community projects - new businesses created jobs - annual ‘Alice Day’ begins Victorian extravaganza which boosts tourism

Reactions

Mixed reactions from locals (‘a great asset to the town’ and ‘garish’,’pointless’) - does not keep in with the local character of the town

Overnight stays

Increased by 19.2% between 2008 and 2015

Tourism employment

Increased by 13.6% from 4606 in 2012 to 5328 in 2017

Disadvantages / flaws

42% of all visitors were over 65 - 82% were attracted due to the scenery - name ‘Alice Town’ already exists in the Bahamas