For cover page

Table of Contents
1.0 Executive summary.............................................................................................. 3
2.0 Primary findings (Issues)...................................................................................... 3
3.0 Recommendations................................................................................................ 4
4.0 Exhibits................................................................................................................. 5
5.0 Conclusion............................................................................................................ 6

1.0 Executive summary

This case study analyzed and dedicated for analyzing and providing an evidence base from
which policies and actions could be developed to maximize the value of the Beatles to the City
of Liverpool. Not only Liverpool but as well around the globe the Beatles has gone far enough.

2.0 Primary findings (Issues)

The quality, authenticity and global status of the Beatles brand is key to maintaining its

economic value identified by the case study.

The current offer is seen to address the majority of the needs of both the dedicated

Beatles enthusiasts as well as more general visitors to the city.

Changing nature of Beatles offer to consumers in terms of demographic change and
international market growth for both Liverpool as a city in general and Beatles

experiences in specific.
The opportunities and challenges of interactive digital media in relation to the delivery,

business models and experience of the Liverpool Beatles offer.

Changing nature of Beatles offer to consumers in terms of their expectations of
experiences, locations, and activities. Locations, spaces and places improvements to the

physical infrastructure would likely improve visitor experience.

Issue of digital media- digital opportunities digital may provide new opportunities but
also potential threats to current business models.

3.0 Recommendations
We would like to state that Liverpool needs to have a more coordinated response to visitor
interest in the Beatles. We would like to mention that the Core stakeholders have a duty of care
to the legacy of the Beatles and to their association with the city if only to protect the long term
brand value of the Beatles which underpins the economic impact of the citys Beatles offer. In the
conversations that inform this report, repeatedly individuals who represent all types of
stakeholder organizations argued for joined up thinking with regard to what the city offers.
Equally, they argued that the existing quality of the offer is overall good but highly variable in

some areas. There is clearly a desire for measures to ensure the quality and authenticity of the
offer are central to maintaining its cultural and economic value for the city.
Additional suggestions

Establish sub-groups to deal with different geographical sectors notably the Cavern
Quarter, the waterfront and the South End to explore how best to develop and improve
the public space and surrounding infrastructure, including the management of the space

in regard to visitor numbers and traffic.

Develop the Beatles Industry Group work on all visitors (UK and international) to
understand differing expectations and key pull factors to bring them to Liverpool and to

engage with the Beatles offer.

Explore the potential to collectively use online methods for promoting the city as a
Beatles visitor destination through social media.

4.0 Exhibits
Tangible attributes of the Beatles Story, Liverpool that offers visitors for the chance to learn
about the Beatles from the early days of the band through the height of the Beatlemenia by
using themed rooms, film footage, music and artifacts. After that, each visitor is issued an
audio guide that tells the story of the band and crammed full of the press cuttings,
photographs and memorabilia to reflect the fashion and atmosphere of that time. However,
the displays of the artwork used for each album, the posters, sample records and sound of the
Beatles era.
On the other hand, Intangible attributes: A second Beatles Story opened on Liverpools
waterfront offering a cinematic visitors experience targeted at families using computer
generated 3D animation and special effects, including music, motion and technologies. The
original Beatles Story Liverpool attribute was extended to include four special band.
Moreover, The Beatles Story, Liverpool was intangible attributes make up by the brand
reputation.
The Beatles are music brands enduring global appeal. Archivists and curators from Elvis
Graceland and the Beatles Story, Liverpool, worked together to join interactive multimedia
4

exhibition entitled Elvis and Beatles influenced the early work of the Beatles and of their first
matters. It offers visitors the opportunity to view unique artifices and rare film footage and to
experience the music of two global appeals together for the first time in one visitor attraction.
The Beatles Story, Liverpool, offers a unique cultural experience for the visitor, It details the
story of a unique band with a global fan base. The experience offer older consumers
memories of the youth and of an important time in the development of the music. For many
of these consumers, a visit to the home city of the Beatles can be a nostalgic and emotional
experience for youth customer, it offers the opportunity to learn about the significant era in
the development of the modern music for enjoy.

5.0 Conclusion
At the very least, the city needs to respond to a duty of care to maintain standards in its efforts
to promote the legacy of the group. There is a risk to its reputation if it does not attempt to ensure
that quality is maintained by all agencies who seek to benefit from facilitating the desire of
visitors to explore and access the heritage of the Beatles. This is challenging in a mixed publicprivate economy such as the Beatles industry in Liverpool. At its core the cultural value of a
positive Beatles experience for fans, visitors and citizens is what underpins the economic impact.
The reputation of the Beatles has to be in safe hands. Liverpool City Council, with its
relationship with Core stakeholders, can lead the development of the vision and strategy to
deliver an ever improving world class Beatles experience embedded in Liverpool. An experience
that has something of the Beatles about it that is to say that it should be easily accessible and
yet embody values that engage the collective imagination.