Q+A with the Broads Authority over Broads rebrand

Chief executive of the Broads Authority John Packman is keen for the rebrand.

Chief executive of the Broads Authority John Packman is keen for the rebrand. - Credit: ©Archant Photographic 2009

The EDP asked the Broads Authority key questions before the crunch meeting tomorrow.

Broads National Park – a tourism boost or a pointless rebrand?

What is the difference between the Broads and other national parks now? The Broads has an equivalent status to the 14 other National Parks in the UK, so the main difference is that it was given that status under a different act of parliament. The Broads Authority shares the same purposes as the national park authorities. In addition the Broads Authority has the role of protecting the interests of navigation.

How many respondents to the consultation support the proposal, have no objections and are against? Out of all the national, regional and local bodies representing a range of interests who responded, 79pc support it, 8pc have no objections and 13pc are against it.


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I live on the Broads and have a business there, what difference would the name change have on me? Businesses would be welcome to refer to the area as the Broads National Park in any publicity and some businesses have indicated that they believe it would help attract new visitors to the area.

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What evidence does the Broads Authority have that a change of status would attract more visitors? Research commissioned by the authority shows that 59pc of visitors are not aware of the area's equivalent national park status (compared to 90pc for the newest national park Loch Lomond and the Trossachs).

How has the Broads Authority ensured that local people have taken part in the consultation? The authority consulted with the county and district and all parish councils and other bodies representing interests across the Broads. Individual responses have also been included in the consultation report and visitors, toll payers and residents were also asked in our separate stakeholder surveys.

If the recommendations are approved, what happens next? We are proposing to members that Broads National Park be used with immediate effect by the authority and will produce branding guidelines for other organisations. Members will also be asked to consider not to pursue the ambition in the Broads Plan for the Broads to become a national park in law.

Would the Broads Authority consider a formal local referendum? As this is simply a name change that does not impact on individuals, with no change in the legal status of the area, the authority or any of its purposes, a consultation focusing on representative bodies and those businesses affected is more than sufficient.

Would the rebrand have any impact on planning applications? Would it have any bearing on any legal challenges?

In planning terms the area already has the same status as a national park so these remain the same.

Would the rebrand change the current access arrangements to the Broads? Will there be any other practical changes as a result of the change? No. It is simply a change in how the area is referred to.

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