Playing the Fame Game: the Celebrity Effect on Tourism

Introduction

The rise of celebrity culture is one of the defining characteristics of modern life, and though it may make many want to run for the hills, such a phenomenon cannot be denied. Whether it’s a Z-lister flogging us car insurance or a Hollywood heavyweight slurping an espresso with twinkly-eyed assurance, famous faces are being used as commodities to sell, sell, and sell some more. If they rate it, we’ll lap it up – so goes the mantra.

It only takes a couple of sightings of a reasonably well-known face to propel a previously unprepossessing venue into the public consciousness, and therefore, onto the cultural scene. So for those involved in the tourism industry, a celebrity roster can represent a golden ticket to a whole world of recognition – we're talking free publicity, heightened media interest and a subconscious nod of approval from a clientele that money simply cannot buy.

The lure of celebrity

While investment in infrastructure and local culture are vital for the development of any area, it’s clear that on a marketing level, nothing grabs the attention quite so much as a well-known personality. This is the precise reason so many famous faces are wheeled out to open everything from new hospital wings to nightclubs.

And just watch the crowds gather if word leaks out that there's a celeb in the neighbourhood; the effect is like iron filings to a magnet. And when celebrity gossip magazines, such as Star, print the details of a sighting, other readers are driven to make a beeline for that place – meaning that in the blink of an eye a given venue can become somewhere ‘cool’ and ‘happening.’

Just as the rise of reality TV has opened up a world of glamour and instant stardom to those who crave it, hanging out in places frequented by the (even mildly) rich and famous allows such individuals to share in a slice of that lifestyle. It’s no secret that millions of youths cite fame as their life’s ambition – a survey by the Learning Skills Council (LSC) in 2006 revealed that one in ten teenagers would abandon their education for the chance to be on TV [1]. So, for the wannabe generation, spending Friday night sipping Cosmopolitans at a footballers’ wives haunt du jour allows them to play out the fantasy and live a bit of the dream.

At this stage, it is important to ask the question, ‘what comes first – the celebrities or coolness?’ But as this article will show, this is something of a chicken and egg scenario. In some cases, a starry presence over time can single-handedly make a place hip; in other circumstances, celebs only start turning up once a location or venue is already deemed ultra-fashionable.

Humble beginnings in Cornwall

To start at the beginning, it seems that Cornwall was one of the first UK destinations to actively use celebrity as a tool to promote tourism. The resort of Padstow in Cornwall – home to the indomitable TV chef and restaurateur Rick Stein – being the best example of this. Since launching his empire more than 30 years ago, visitors have been known to travel hundreds of miles to sample the delights of his 'Padstein' venues, which includes four restaurants, a patisserie, deli, pub, hotel and cookery school.

Understandably, Stein is lauded not only as a bona fide celebrity, but as a shrewd businessman who has been instrumental in stimulating the local economy and ensuring visitor numbers are consistently buoyant in the resort. And despite these recession-hit times, the affable chef recently applied to expand his Cornish domain further with another seafood venture in Falmouth.

As if this weren’t enough to have made the south-west corner of England the place to go, be seen and eat, Jamie Oliver has also contributed to the rise of ‘culinarism’, with a branch of his acclaimed Fifteen restaurant at Watergate Bay near Newquay.

The knock-on effect of the celeb-strewn cuisine scene in Cornwall seems clear. To satisfy its yearly influx of around five million visitors [2], the county has seen a surge in chic accommodation and high-end amenities earning the region the title of the new English Rivieria.

Fashionable accommodation

Indeed, the Mr and Mrs Smith guide [3] – a much-lauded bible to stylish accommodation – now lists several up-market options in the area, including the St Moritz Hotel, which boasts cutting-edge design, swanky guest rooms and a trendy Cowshed spa. Meanwhile, the classy Tresanton hotel in St Mawes (coined ‘England’s most fashionable hotel’), has a 50-seat cinema and a fan base ranging from supermodel Claudia Schiffer to actor Hugh Grant – and even Charles and Camilla!

To quote Lesley Gillilan, author of the Best of Britain Guide to Cornwall and the Scilly Isles[4], Cornwall’s hotel scene is increasingly vibrant:

'There are, of course, plenty of frumpy old has-beens – polyester and plastic flowers are still alive and well, even in cool Cornwall – but the emphasis is on the bright young things of the hospitality world: the groovy little B&B, the jazzed-up farmhouse, the grown-up family hotel. Cornwall breeds them, and despite the credit crunch, they keep coming.'

Following in TV footsteps

Aside from its foodie reputation and surge of independent, chic hotels, the Cornish tourist trail has also been boosted by a number of highly publicised TV series filmed there – including the 2007 soap Echo Beach starring Jason Donovan and Martine McCutcheon, and spin-off show Moving Wallpaper – both set around Watergate Bay. And the popular ITV drama Doc Martin featuring Martin Clunes, set around Port Isaac, is still going strong – with scores of day-trippers piling in every week to check out the place of action.

In respect of the chicken and egg conundrum mentioned earlier, it seems that Cornwall is a clear example of a destination being made trendy by celebs – they started showing up; coolness quickly followed.

The downside of celebrity

However, while Cornwall’s popularity as a holiday destination has certainly increased in tandem with its celebrity following, there are inevitable downsides to such a trend.

Out-pricing the locals

For one, according to newspaper reports [5] at the time, estate agents estimated that Jamie Oliver’s presence added £50,000 to local property prices soon after Fifteen opened – which many argue has had a negative impact on locals who feel they have been ‘priced out’ of the market. Statistics in early 2009 showed that the current recession has dented property prices less severely in Cornwall than nationwide, with the average cost of a home around £28,920 higher than the UK median [6]. When taken in the context of earnings in Cornwall being approximately £3,000 lower than the national average, it is clear why some remain sceptical about such growth of tourism.

Deserted out of season

Furthermore, Cornwall has one of the highest proportions of second home ownership in Britain – with an estimated one in 20 being second properties [7]. And in specific ‘touristy’ locations this is much higher – such as the resort of Rock, where the figure was cited as 40% earlier this year [8]. Inevitably, factors like this do not go down well with many locals, who feel their home town is largely uninhabited during the week or in the winter months.

Boys behaving badly

In addition, some residents will always be aggrieved by the types of tourists that follow ‘celebrities’. In particular, residents of Rock – frequently dubbed Britain’s answer to St Tropez – were unhappy when groups of wealthy teenagers began decamping there for their summer holidays after it was unwittingly thrust into the spotlight by Princes William and Harry. The young royals began visiting annually in the late 90s, and were swiftly followed by hordes of students from the likes of Eton, Malborough and Radley. Though it seemed a peculiar choice with its limited nightlife – consisting of just one pub – famous folk like Jay Kay of Jamiroquai and Mohammed Al Fayed increased its profile by making regular use of a nearby helipad [9].

Commenting on the influx of teens each summer, the Daily Telegraph[10] ran a story last August about the years of alcohol-fuelled disturbance which followed in the Princes’ wake.

'Every night just before 10pm, hundreds of them would congregate at that one pub, Mariners Rock. It became a Mecca for the well-heeled yet badly behaved.'

The VisitCornwall view

Celebrity piggybacking around the UK

While Cornwall may have set the bar for developing celebrity-orientated tourism, other parts of Britain have been quick to catch on, and are now forging ahead with all manner of ‘red carpet’ enterprise. It appears the business community has realised that celebs (and the crowds of wannabe followers) want a taste of grandeur when it comes to splashing their cash – which means bars and clubs with VIP guest lists, exclusive roped-off areas, and the paparazzi outside.

They want champagne menus, elaborate cocktail lists and to be surrounded by a young, attractive clientele. This set also want boutique hotels – with Playstations, flatscreen TVs and iPod docking stations in the bedrooms, Molton Brown-esque goodies in the bathroom, and a selection of spa treatments on hand. It’s a generation that craves designer boutiques, hair and beauty salons around every corner, as well as upscale delis and coffee bars.

Northern glamour

As the birthplace of WAG culture, Cheshire has this market perfectly sewn up. In Knutsford, the unremarkable-looking Cottons Hotel is popular with WAGs Alex Curran and Sheree Murphy, and offers a Girls Night In package complete with accommodation, dinner, champagne, ‘chick flicks’ and spa treatments.

Nearby, so-called ‘Champagne Capital’ Alderley Edge is also a veritable wannabe-magnet. The aptly-named Posh Interiors store has decked out dozens of blinging homes in the area, and London Road Restaurant is where the ladies lunch after a hard morning’s shopping. WAG supreme Coleen Rooney and husband Wayne have been known to eat at the very low-key Gusto restaurant – even brandishing a 50% off voucher after their meal! Nearby, the celeb/wannabe head-count is also high at The Bubble Room and the Alderley Bar and Grill.

Elsewhere, Harrogate is fast coming up the ranks as a secret celebrity hideaway, attracting, amongst others, the cast of Emmerdale, and Leeds United footballers and their other halves. The boutiquey Studley Hotel has iPods, monsoon showers and walk-in wardrobes, while stars are often spotted at its renowned Orchid restaurant. The Balmoral is another stylish hotel setting the agenda here.

These trends are also being tapped into outside of the largest conurbations, as Southport in the north west is finding to its advantage. Although not conventionally glamorous, with its model railway village and fairgrounds, the resort has become a less frenetic overspill for the Liverpool masses. A regular stop-off for footballers and their wealthy entourages, Southport was also taken aback this October when the mega-star Pink opted to stay there while on her UK tour. Although her gig took place in Liverpool, the rocker settled on the town’s swanky Vincent Hotel – a boutique offering which is part of the impressive Design Hotels portfolio.

Interestingly, a luxury designer Italian boutique – called Marc Cain – recently opened one of only four branches in the UK right next door to the Vincent Hotel, illustrating how high-end businesses can co-locate to draw in a target clientele.

In addition, the local council has also helped drive up the overall feel of the immediate area, by investing in a £4m scheme in early 2009 which resulted in enhanced lighting, a new paved area and seating, extensive planting and refurbishment of features including fountains and sculptures [11].

In general terms, many of the places mentioned above have – unlike Cornwall – had to become cool in order to attract celebs. For instance, rather than resting on rather faded laurels, Southport has worked hard at reinventing itself, and is now reaping the rewards. Towns such as Harrogate and the WAG territories of Cheshire have also homed in on what really sells for celebrities and the wannabes.

The eastern effect

Similarly, Nouveau Essex is now a haven for the ‘in crowd’ – and is busy casting off its naff connotations and blonde jokes. Thanks largely to its local contingent of millionaire Premiership footballers, parts of the county are a veritable haven for celebrities and those wishing to emulate their lifestyle. In terms of nightlife, Gants Hill is home to Faces Nightclub, where London’s elite footballers flock weekly for post-match magnums of Cristal. Their very presence means the nightclub has soared off the radar in terms of attracting the young and affluent. Regulars include players and partners from Arsenal, Spurs and Chelsea, as well as models Danielle Lloyd, Chantelle Houghton and Big Brother stars galore. In addition, the club was given a huge injection of street cred in early 2009, when LA It Girl, Lindsay Lohan, dropped in for a night to spin discs with her then girlfriend, DJ Sam Ronson.

Neighbouring Essex town Epping is home to Club 195, where somewhat bizarrely, A-list actor Jude Law locked lips with Rod Stewart’s daughter Kimberley in May 2008. Quite a departure from the snooty London members’ clubs he normally hangs out at. Also fans of Club 195 are former boy band Blue, Big Brother's Nikki Grahame, Jodie Marsh and the usual footballers – with perma-tanned other halves in tow.

Aside of the nightlife, little-known Buckhurst Hill, also in Essex, is cashing in on the demand for sophisticated living in a big way. Catering for every whim of the upwardly mobile, its attractive, villagey high street is lined with several small, independent shops, hairdressers and salons offering the latest cosmetic procedures – with not a Poundstretcher in sight.

The hottest new eatery on the scene is Restaurant on the Hill, whose tagline is ‘Affordable Luxury’ – aimed directly, it seems, at those who worship at the altar of celebrity.

Meanwhile, in nearby Loughton, there are at least half a dozen nail bars, as well as the his’n’hers beauty salons, Femme Fatél and Homme Fatél. After dark, newly-fashionable Loughton is home to Nu Bar, yet another watering hole favoured by the rich and famous, whose punters include the EastEnders cast, X Factor stars, Bianca Gascoigne and Premiership footballers by the dozen.

Crucially, what sets these places apart from more exclusive locations like London’s Chelsea or Knightsbridge is the fact they are very accessible to those on the periphery of this world: you don’t actually have to be a celebrity to live the celeb lifestyle.

Further afield, but staying on the eastern side of the country, Norfolk has become hugely fashionable – thanks in part to several big films (including Shakespeare in Love) being shot there in recent years. Burnham Market, with an eclectic mix of chichi shops and boutique-style accommodation, has gone stratospheric in the cool credentials, with Johnny Depp once checking into its Vine House Hotel. Jamie Oliver has been spotted in the Humble Pie deli, and Thierry Henry has also been seen in the area, with compulsory WAG on arm. The pubby Hoste Arms is also a favoured celeb hideaway, loved by chef Jamie and Britain’s Got Talent judge Amanda Holden – who regularly rocks up there with a bevy of soap and TV actresses.

East of England Tourism view

New urban chic

Aside of all the glitz of celebrity, ‘coolness’ is not merely defined by glamour and the trappings of wealth. While much of East London may once have been a no-go area, it is now a hotbed of cultural, musical and artistic activity. Here, the area’s trendiness has grown out of a slightly alternative, creative scene, which has in turn attracted celebrities seeking something a little bit different. In essence, the location got cool gradually, sparking a trickle of celeb interest. And after they began arriving, it has gone stratospheric!

In the area around Shoreditch and Hoxton – coined the equivalent of New York’s edgy TriBeCa district – the type of venues attracting both celebrities and much media attention are the absolute antithesis of smart cocktail bars full of girls dressed to the nines. Instead, this area is bursting at the seams with scruffy, quirky bars and galleries, retro clothing stores and the ubiquitous curry houses – many of which lay derelict only a few years ago.

As an example, The Old Truman Brewery on Brick Lane is becoming increasingly well known in media circles for the calibre of events and clientele it attracts. A huge, 11-acre site formerly comprised of derelict buildings, it now houses more than 200 small businesses by day, including fashion design, markets, and recording and photographic studios. By night, it holds club nights, live music and large-scale parties. Celebs who have attended events there in recent months include Take That’s Mark Owen, WAG Carly Zucker, Peaches Geldof, and Arctic Monkeys frontman Alex Turner with his uber-cool girlfriend Alexa Chung. Even Gwyneth Paltrow dropped in at a film screening there last year.

Leading the way in this cooler-than-cool area is private members’ bar Shoreditch House, which sits in a particularly down-at-heel location. Its Sex and the City-style roof-top pool and buzzy interior have made it the place to be seen right now – as everyone from Girls Aloud to Kate Moss would testify. The designers involved with its incarnation were among the nation’s hippest, including Giles Deacon and Jake and Dinos Chapman, as well as interior designer Tom Dixon – who said prior to its opening: “We were all terrified by this enormous space. We wanted to preserve the rawness that is intrinsic not just to the building but to the area as well [12].”

This area of London is also home to a new breed of accommodation – labelled ‘crash pad hotels’ by the media [13]. These are designed to be distinctly affordable, but full of the little luxury touches that might appeal to the very wealthy. For instance, Terence Conran recently opened the Boundary hotel right next door to Shoreditch House – an example of thoughtful co-location. The hotel comprises just 17 rooms and suites – with rates starting from a wallet-friendly £140. Facilities include flat-screen TVs, handmade beds, free Wi-Fi, a bakery and food store, as well as a rooftop bar with far-reaching views of the city. Also in the East End, the quirkily-decorated 40 Winks only has two bedrooms, but has become one of the places to stay after actress Kristin Scott Thomas booked it out during BAFTA week this year. Rates there are just £100 per night.

Further afield: How celeb brands link back to the UK

Aside from Britain, there are many European seaside destinations that appeal to the celeb contingent – which can effectively then be transposed back to the UK. Nikki Beach in Marbella, is a world famous party hotspot that has lured every well-known hedonist you can think of – including playboy Calum Best, the Coles, and scores of soap stars.

Although the climate has much to do with its popularity, it has cleverly linked itself to the UK market, as its club night Sintillate operates at Nikki Beach in the summer months, and then attracts its followers throughout the rest of the year to nightclubs in key UK cities including London, Liverpool, Manchester, Leeds, Birmingham and Bristol. The Sintillate club nights have also branched out to smaller towns like Sutton, Kingston and Harrogate, and have an enormous WAG/wannabe following, with Coleen Rooney, Alex Curran, the Hollyoaks cast and members of Girls Aloud all known to be fans.

It is also worth mentioning the impact social networking websites can have in spreading the word. Millions of young Brits use sites like Facebook, Bebo and MySpace every day, and they are increasingly being used as resources for promoting venues and events. For instance, the aforementioned Sintillate club night has a Facebook group, with more than 3,000 members.

Recommendations: Tips for attracting celebs and their followers

• In a crowded marketplace, it is vital to find a way of making an establishment ‘special’ – one that stands out from competitors.
• Get the styling right. Use up-and-coming designers on key elements like fabrics, wallpaper, fixtures and fittings. Avoid design that is too mainstream – this can conversely be seen as 'uncool'.
• Co-location is crucial. As with the Vincent Hotel in Southport and the Marc Cain boutique, locating near other desirable, high end businesses helps to build an appealing package, and create that ripple effect which can transform an entire area.
• Collaborate with local authorities to boost the local environment – for example, with lighting, paving, seating etc.
• Develop a sense of neighbourhood and community spirit between businesses that have a similar goal, so that a whole area will be perceived as a nice place for visitors to spend time.
• Work with police and authorities to protect against the downside of high visitor numbers – for example, the adoption of zero tolerance policy on anti-social behaviour, adequate late-night taxi facilities and appropriate measures in place to clean up.
• Use the press. Pass on information about celebrity sightings to the media, invite journalists to review hotels/ restaurants etc.
• Cultivate relationships with local celebrities who help increase awareness and capture the public’s attention from both near and afar.
• Reinvention is key. Somewhere that's ‘cool’ one year can quickly become uncool, so it’s crucial to adapt and frequently try new ideas.
• Consider the importance of food. Increasing numbers of customers want ethically-sourced local produce and high-quality fare. Similarly, hotels with strong environmentally-friendly policies are rapidly becoming more popular.
• Consider the facilities that celebs and the young and affluent aspire to – whether this is iPods in hotel bedrooms, spa treatments or VIP guest lists in bars.

Conclusion

From the points raised above, it is clear that modern society has become engulfed in celebrity, and this article has provided a series of examples of how this cult is being utilised for commercial gain.

While certain areas and markets inevitably lend themselves more effectively to the relationship between celebrity and tourism, it seems there are distinct lessons and patterns that could be gleaned by any resort or destination seeking to grow and become more prosperous and eminent.

In terms of evidence that celebrity has a wholly positive effect on tourism, this is somewhat difficult to quantify. However, it is undoubtedly high profile customers that generate the most column inches in the national press – and this is surely one of the greatest measures of success of all. Crucially, the media (including print, screen and web) and its own fascination with the world of stardom has enormous power to pass on the message about desirable locations, which may ultimately hold the key to public awareness.

However, from the section on Cornwall and the perceived negatives mentioned within it, the promotion of tourism through celebrity links should also be carefully balanced with the needs and desires of the local population.

As long as any possible downsides are taken into account, this form of celebrity piggybacking seems to be a win-win form of promotion for the tourism sector.

References

1. Cassidy, Sarah. The Independent. January 2006.
2. VisitCornwall cites an average of 5million visitors a year to Cornwall.
3. Mr and Mrs Smith guide. Spy Publishing Ltd. www.mrandmrssmith.com
4. Gillilan, Lesley. Best of Britain Guide to Cornwall and the Scilly Isles. 2009. Crimson Publishing.
5. Trump, Simon. The Sunday Telegraph. August 2006.
6. Eyreley, Nick. www.businesscornwall.co.uk May 2009.
7. BBC Inside Out show. January 2009.
8. Gosling, Paul. www.primelocation.com April 2009.
9. www.rockincornwall.co.uk. A general guide to Rock in Cornwall.
10. Gordon, Bryony. The Daily Telegraph. August 2008.
11. Sefton Council report, www.sefton.gov.uk. February 2009.
12. Spicer, Kate. The Sunday Times. June 2007.
13. Hoggard, Liz. The Evening Standard. November 2009.

About the author

Anna Pointer is Deputy Editor of Star magazine, the celebrity weekly, where she has worked since its launch in 2003. Prior to this, she was a features writer for the Sunday Mirror. Anna’s areas of expertise are in showbiz news, as well as diet, fitness and travel. She regularly appears on Sky News to discuss showbiz stories, and has also been a guest on shows including Big Brother’s Big Mouth and Richard and Judy. In addition, Anna has appeared on BBC News 24, and also in radio interviews and as a talking head on celebrity TV shows.