The failed concept of the National Centre for Popular Music: What went wrong and what lessons can be learned.
The purpose of this paper is to study a failure in visitor attraction management, specifically the failed concept of the National Centre for Popular Music (NCPM) in Sheffield, UK. The NCPM was intended to be a pop music museum and entertainment center that would attract tourists to Sheffield. However, the project was fraught with problems from the start, and it eventually had to be closed down due to lack of interest and financial viability. This paper will examine the reasons for the fail of the NCPM, its impact on Sheffield, and what lessons can be learned from this failed visitor attraction.
2. The failed concept of the National Centre for Popular Music
The NCPM was conceived as a pop music museum and entertainment center that would be located in Sheffield, UK. The project was spearheaded by consultant Tony Garnett, who had worked on similar visitor attractions in other cities such as Liverpool and Manchester. The hope was that the NCPM would become a major tourist destination in Sheffield, as there were no other pop music museums in the UK at that time.
However, the project was beset by problems from the beginning. For one, there was no clear definition of what the NCPM was supposed to be. Was it a museum, an entertainment center, or both? This led to confusion and disagreements among those involved in the project. In addition, there was no clear target audience for the NCPM. Was it meant for tourists, music fans, or both? This also led to disagreements and ultimately contributed to the downfall of the NCPM.
Another problem with the NCPM was that it was not situated in a prime location. It was located in an old power station that had been converted into a shopping center. This made it difficult for visitors to find and access the NCPM. In addition, the power station itself was not very aesthetically pleasing and did not give off a very welcoming vibe.
3. Sheffield’s failed attempt at attracting visitors
The city of Sheffield made a concerted effort to market and promote the NCPM as a tourist destination. They invested millions of pounds into advertising and marketing campaigns. They also held various events and concerts in an attempt to generate interest in the NCPM.
However, these efforts ultimately proved to be unsuccessful. Tourists were not interested in visiting theNCPM, as they felt that it did not offer anything unique or special that they could not find elsewhere. In addition, many music fans were put off by the high admission price of £12 (approximately $15). As a result, attendance at the NCPM remained low throughout its short lifespan.
4. The impact of the failed NCPM on Sheffield
The impact of the failed NCPM on Sheffield was significant, both economically and reputationally. Economically, the city lost millions of pounds on the project. In addition, many local businesses that were relying on foot traffic from the NCPM suffered greatly once it closed down. Reputationally, Sheffield’s image as a tourist destination took a hit after the failure of the NCPM.
The lessons to be learned from Sheffield’s experience with the failed NCPM are numerous but can be summarized as follows: firstly, it is important to have a clear vision for any visitor attraction before proceeding with its development; secondly, it is essential to do market research in order to determine whether there is actually a demand for the attraction; and thirdly, it is crucial to choose a suitable location for the attraction.
5. Lessons to be learned from the failed NCPM
The failed NCPM provides a number of lessons that can be learned in order to avoid similar failures in the future. Firstly, it is important to have a clear vision for any visitor attraction before proceeding with its development. This includes having a clear definition of what the attraction is and who its target audience is. Secondly, it is essential to do market research in order to determine whether there is actually a demand for the attraction. Thirdly, it is crucial to choose a suitable location for the attraction. The location should be easily accessible and should have a positive image that will attract visitors.
In conclusion, the failed NCPM is a cautionary tale of what can happen when there is a lack of clarity and direction in the development of a visitor attraction. By learning from the mistakes made with the NCPM, future attractions can be developed successfully and avoid the same fate.