BUTLER’S THEORY AND BLACKPOOL CASE
Originally, it was the 1850’s which brought the Exploration Stage to Blackpool. During
this age it was popular for the wealthy population to vacation by the seaside. Blackpool
was only a small town during the 19th century, but due to the instalment of a railway
line, the town became more accessible. The population and the tourism industry began
to grow.
Around 1856-1870 the promenade was built, and not long after saw the construction of
North, the Central Pier. This was Blackpool’s involvement stage. Towards the end of
the 1800’s Blackpool gained electricity, at the time electricity was a novelty, and
attracted visitors from all over the country. The opening of the Blackpool tower in 1894
brought visitors by the thousands. The late 1800’s was Blackpool’s Development stage.
Blackpool saw a long period of Consolidation. Throughout much of the 20th century
Blackpool was a popular seaside resort, until towards the end of the century where
Blackpool entered Stagnation and the town’s image began to decline.
Blackpool has now entered the rejuvenation stage. Blackpool council and Merlin
Entertainments have invested millions in the town, and are working hard to upgrade the
image again. The resort is slowly losing its poor reputation of being “run-down” and is
trying hard to detach itself from the drinking culture it’s often associated with.
Aside from investing millions in rejuvenating the resort physically, Blackpool has
attempted to alter the target market. Where once Blackpool tried to sell itself to young
people, suggesting the town offered something similar to that of Las Vegas, the resort
town has recently put a great effort into inducing a “family friendly” image. The recent
2014 TV advertisement appeals to children and families.