The Perth Story

THE

PERTH STORY

Wrapped in breathtaking countryside, our beautiful city has a proud heritage and fantastic quality of life. An idyllic place for active life and well-

PERTH IS SPECIAL

being, with a city centre of great architecture, clean and open public spaces, and rich in food, culture and hospita lit y.

A PLACE TO EXPLORE AND ENJOY A S A T O U R I S T; A PL AC E T O WO R K AND BUILD A CAREER; AND A PLACE TO LIVE LIFE AND GROW A S A FA M I LY.

Set on the banks of the stunning R i ve r Tay, t h e s t o r y o f P e r t h , the place and our people has inspired writers, attracted royalty and been a source of local pride. A city with a medieval heart and modern facilities, but with a priceless and t imeles s t ra nquillit y.

Long before Edinburgh, the ‘Fair City’ of Perth wa s the capital of Scotland. A transport hub connecting the countr y’s other great cities to the north, south, ea st and west, Perth’s stor y ha s been central to Scotland’s stor y for over a thousand years.

We are home to historic Scone Palace and the original site of the Stone of Destiny on which many Scottish Kings were crowned. From our Pictish origins, to the clan struggles and Jacobite uprisings, the battle of new idea s to the braver y of our local regiment the Black Watch, our city and our people have been histor y makers, playing a central role in the birth of our nation.

Our city ha s nurtured many of Scotland’s greatest pioneers, industrialists, artists and philanthropists, a place with long-standing trading links with our mainland European partners, and the enterprise that brought our national drink whisk y to gla sses around the globe.

But we are about more than our past a nd our nat ura l beaut y.

We a re deter mined to create a new future and a new narrative for our city and wider region.

IT IS FOU NDED ON OUR GRE AT HERITAGE AND HIGH QUALITY ASSETS: FROM OUR LOCAL FOOD AND DRINK TO THE CRE ATI V E ARTS; THE ACTIVE CONNECTION TO OUR HILLS AND LOCHS, TO THE RELA XED HOSPITALIT Y OF OUR RESTAUR ANTS.

But it is driven by a new dynamism - celebrating what makes us different; rediscovering and reinventing the wonderful hidden nooks and crannies of our city; embracing new culture and cultures; bringing in talent from across the globe; capitalising on the fresh economic opportunities of working with our partner Scottish cities; and sharing our growing prosperity with all of our communities.

“WE’RE PROUD TO BE SCOTLAND’S NEWEST C I T Y A N D C U LT U R A L DE STI NATION. A GR E AT AND SAFE PLACE TO GROW AND BRING UP YO U R FA M I LY.”

We will use our renewed pride, confidence and a spiration to make Perth one of Europe’s great small cities. A sustainable city with a growing and healthy economy to match our healthy environment.

An enterprising city embracing the digital age driven by Perth’s new pioneers. A city for ever yone to live life well.

Per th is a sma ll cit y, but big on persona lit y.

We’re comfor table in our quirk s a nd loca l ident it y. But we have a conf ident outlook a nd ambition that extends far beyond our city and regional boundaries, collaborating with others to bring shared success.

We’re a place with something special for ever y ta ste. A city in a region surrounded by contra sts. Close-knit small towns and villages, mountains and islands, forests, lochs and glens sit next to the cool, fresh-faced modernity of Dundee further along the Tay.

PE R T H I S A C I T Y T RU LY AT T H E HEART OF SCOTLAND. THREE IN FOUR OF SCOTLAND’S POPULATION LI V E WITHIN 90 MINUTES OF PERTH.

T h is is a n idea l locat ion to st ay, whether exploring the city itself, the diverse attractions and activities across Perthshire and Tay s i d e , t h e H i g h l a n d s , G l a s gow and Edinburgh, or the w ider count r y.

Major companies such a s energy giant SSE, financial ser vices business Aviva, and transport operator Stagecoach Group have substantial ba ses in our city.

We have significant potential to support other major employers through our broad skills mix, high quality education opportunities, and central location.

We a re pa r t of a unique collaboration of Scotland’s seven cities working with the Scottish Government to target external investment, business opportunities and new jobs. Scotland’s city regions account for about half of our economic output.

Along with Dundee, Angus and north Fife, we are an integral part of the Tay Cities region with ambitious plans to sustainably grow our economy, further upskill our workforce and create higher wage jobs.

From creating new multi-million-pound development opportunities to major public investment in road infra structure, we will build on our strengths to benefit all parts of the economy and our communities.

Perth is one of the fa stest growing cities in Scotland. The stunning £1 billion Bertha Park village being developed by Springfield Properties will bring 3,000 homes, a new high school along with commercial, leisure and community space. Inspired by this confidence, other recent major investors in the area include Porsche, Jaguar Land Rover and Bellway Homes.

RESTOR ATION OF PERTH’S RIGHTFUL C I T Y S TAT U S I N 2 0 12 WA S A D E F I N I N G

THE JOURNEY HAS BEGUN

MOMEN T. I T SIGNA LLED A R EN E W ED AMBITION FOR OUR CITY AND OUR CITIZENS. ONCE AGAIN, THE BUSINESS AND CIVIC LEADERS OF OUR CITY CAME TOGETHER TO DEVELOP A NEW VISION AND ROADMAP FOR PERTH.

In 2016, a Perth City Plan wa s developed by the Perth City Development Board, a private sector led partnership backed by Perth and Kinross Council.

The aim wa s to create a new chapter in our city’s stor y through investment in culture, public realm and infra structure. The city’s bid to become the UK City of Culture also demonstrated an ambition and an appreciation of Perth’s incredible heritage and artistic a ssets.

The Perth City Plan is backed by £400 million of public investment and includes the creation of two world cla ss visual arts attractions in the City Hall and Perth Museum and Art Galler y.

Perth is already undergoing a creative regeneration.

The cornerstone of that drive ha s been a £16 million transformation of Perth’s Edwardian Theatre and the addition of a 200 -capacity performance studio to encourage new writing, music and dance.

Together with the £20million Perth Concert Hall, it is drawing a new audience from both inside and outside our city. And our cultural transformation plan for the future includes a bid to bring back the Stone of Destiny.

We have a clea r sense of direct ion and a determination to do things d if ferently. Most i mpor t a ntly, we will make our voice heard and our fa nt a st ic c it y a plac e to rememb er.

To d a y, P e r t h C i t y D e v e l o p m e n t B o a r d is establishing a Place Marketing Group. L e d by the pr i vat e s e c tor, it will champion our leadingedge initiatives, harness the spirit and passion for change in our communities, and tell our story to Scotland and the world beyond.

TOGETHER, WE W ILL ENSUR E TH AT PERTH DEVELOPS AS A ROLE MODEL SMALL CITY ON A UK AND EUROPEAN LEVEL, SPREADING THE BENEFITS THROUGHOUT OUR LOCAL COMMUNITIES AND WIDER REGION.

OUR NEW STORY EXPLAINS THE SCOPE OF

THE NEW STORY FOR PERTH

PERTH’S FA N TASTIC OFFER AND CAPTURES THE ESSENCE OF OUR AREA.

It provides the overarching context for the wide-ranging initiatives underway as part of the plans for Perth and its wider region. Our ambition is to become one of Europe’s great small cities, a cultural and commercial centre and a major tourist destination with an unrivalled quality of life.

This narrative will influence how we develop our offer through the way we communicate, what we build, the environment we create and the way we behave.

Whilst some elements describe what we have and the way we are now, they also signpost what we want and need to be in the future. Our approach is both a spirational and rooted in the reality that can be seen today.

OUR THEMES WILL HELP ALL OF OUR STAKEHOLDERS TELL OUR I N C R E DI B L E S TORY.

C U LT I VAT I N G AN INDEPENDENT C U LT U R E

Welcome to a new a ge of independent s.

Perth has character and a culture of its ow n. We have big bra nd s on the high street, but we’re not defined by them.

“QUALITY FOOD AND DRINK PRODUCERS, PLUS INDEPENDENT SHOPS A N D PL ACE S TO E AT, MAKES FOR SOME SPECIAL EXPERIENCES”

W E L OV E O U R Q UA L I T Y, S PE C I A L I S T I N D E P E N D E N T S A N D WA N T M O R E O F T H E M . TA K E A WA L K D OW N GEORGE STREET WHERE ALMOST EVERY SHOP IS OWNED BY INDI V IDUALS AND FAMILIES W HO A R E PA S SIONAT E A BOU T T H E I R PRODUCTS.

From deli foods and designer jeweller y, to bikes and bridal wear, coffee beans and buttons, to sporranmaking and our city’s kilted barber. It sums up our city: boutique, brilliantly diverse and always firstcla ss quality produced by people who love what they do and pour their hearts into it. We know that our customers’ experience is ever ything.

We’re special because we do things our way and we do things well. We’re cultivating a hub of excellence, creativity and innovation: sowing and growing our own both in business, arts and culture. This is illustrated by our record number of SMEs, new entrepreneurs, and food and drink producers linked to the land.

For families, for visitors, for students and for businesses, Perth is more than a place, it’s a way of life. Astonishingly beautiful, where only the best is good enough. Where the quality of the finish is excellent from our wide open and accessible public spaces to our immaculate golf courses, with the world-renowned St Andrews and Gleneagles on the doorstep.

WHERE PEOPLE MAKE MEMORIES AND BUILD R EL ATIONSHIPS OUTDOORS IN THE FRESH AIR. WHERE YOU CAN ESCAPE THROUGH B E AU T I F U L WA L K S AROUND OUR NORTH AND SOUTH INCHES OR UP KINNOULL HILL, EXPLORE OUR COUNTRYSIDE

BY BIKE , ENJOY WAT E R S P O R T S O N O U R RIVERS AND LOCHS.

We eat and drink well because our rural economy is thriving. We boa st fine local produce from Perthshire’s rich farmland; our Highland Spring mineral water; salmon, the king of fish, and trout from our lochs and rivers. We have a fanta stic larder and we want a s many people a s possible to ta ste the quality of Perth.

Our world-renowned distilleries and whisk y heritage visitor centres showca se some of Scotland’s finest examples of the ‘water of life’, sourced from the cr ystal clear waters of our countr yside. Perthshire boa sts Scotland’s oldest distiller y, Glenturret, in Crieff, a s well a s the countr y’s smallest, Edradour, at Pitlochr y. And we are home to the UK and United States’ favourite scotch whiskies.

It’s a place people will seek out and choose to actively discover. A place for experiences, romance and new family stories. Stories that people will hear and share. A visit to Scotland will be incomplete without experiencing Perth. Indeed, Perth can be the starting point that links the whole Scottish experience.

We already have one of Scotland’s strongest outdoor events portfolios, from music and food festivals to major sporting events around golf, cycling, horse trials and car rallying.

We will build on that with an even more ambitious events programme delivered with professional panache.

Our marketing ha s a sense of quality and cla ss, targeting audiences with identified spend, locally, nationally and internationally.

W E W I LL E NCOU R AGE PA RT ICI PAT ION A N D COLLABOR ATION, LINKING OUR MUSEUMS, PERFORMING ARTS PROGRAMMING AND BUSINESSES W ITH IMAGINATI V E THEMES AND STORY TELLING, CAPITALISING ON OUR RICH HERITAGE , ANCIENT AND MODERN.

Our calendar will be full and public spaces will be animated with artisan traders and cultural entertainment.

Visitors will return to be surprised and delighted by these unexpected, high quality experiences.

Our festivals will be focused on the v isitor jour ney.

Aspirational and inquisitive crowds of younger families will come to make new relationships and engage with our spaces and places.

We will use our events to give a ta ste of the wider regional offer, linking to the land. We will bring the countr yside into the city, from our independent produce and food trails to our outdoor adventure sports, breathtaking scener y, wildlife, fauna and flora that our visitors and residents can actively enjoy.

From our immaculate parks to the cleanliness of our streets, visitors leave with a sense of what ma kes Per th ver y, ver y specia l. A sense of perfection. A place where trips become stays and a place to call home.

OUR LOCAL AND I N T E R N AT I O N A L CONNECTIONS

LOCATION, LOCATION, LOCATION. T H E C I T Y O F PE R T H I S PE R F E C T LY POSITIONED. A HUB IN SCOTLAND’S STR ATEGIC TR ANSPORT NET WOR K TH AT LINKS G L A S G OW, E D I N B U RG H , D U N D E E , A B E R D E E N AND INVERNESS. Connectivity is key. Perth is a gem, but not a hidden one. It is well linked nationally and internationally through its proximity to major airports, and the motor way and railway networks.

Perth is a wonderful place to visit in its own right, with scores of local attractions, such a s Scone Palace or its famous Black Watch museum at Balhousie Ca stle or Perth Racecourse, the most northerly horse racing track in Britain.

But it is also connected geographically with the huge trea sures of the wider region, including the ama zing experience offered by the new V&A Museum of Design in Dundee; and the internationally famous golf courses of Gleneagles, Carnoustie and St Andrews.

“A P L AC E S U R R O U N D E D

BY BEAUTY WITH EDINBURGH, GLASGOW AND DUNDEE ON OUR DOORSTEP”

With ea sy access to national parks, major galleries and stunning golf courses, this is a small city of significance, surrounded by a majestic natural landscape yet also, by contra st, near to a myriad of tiny villages and close communities. Our environment mirrors our shared sense of community; a place we can all enjoy and we want to share.

Businesses here enjoy all of Scotland’s key attributes, without having to pay the higher land

and property prices faced in the major cities – making Perth a highly attractive option whether locating, relocating or investing.

Perth is already one of the UK’s leading cities for digital connectivity, with almost 100% of premises in the city having access to Superfa st Broadband.

By the end of 2018, more than 90% of the wider Perth and Kinross region will have access to fibre broadband, delivering data speeds of between 24MBps and 80MBps.

Our message is that you can work in a city and escape from it all.

Come home to Perth.

A LIVING OA S I S

Perth is a place where life feels good. St unni ng scener y, f resh a i r pursuits, culture and heritage, all within easy access of Scotland’s major cities.

We’ve kept this to ourselves for too long. Now the world’s waking up to the beauty of Perth.

Perth is an oasis with green spaces, w ide sk ie s a nd cle a r water. Incre d ible buildings, a vibrancy as well as a safe sense of continuity and an enviable list of assets makes Perth an aspirational place to visit, work and live.

“WHERE THE OUTDOORS ARE L I T E R A L LY O U T S I D E YO U R DOOR AND THE CHOICE OF ACTIVITIES IS AMAZING”

The magnificent River Tay, Scotland’s longest river, flows through our city and countr yside like a blue thread sewing both together. A sight to enjoy and a great opportunity to lead active lives, with the potential to bring a beautiful leisure experience to the heart of Perth. From the world famous Birnam Oak to the Hermitage Dougla s Fir, one of Britain’s tallest trees, there’s a rea son why Perthshire is called Big Tree Countr y.

With outdoor sports and adventure activities in mountains, glens, lochs and forests, people spend quality time, have better relationships and feel healthier.

Not only is this a place to invest in financially, but a place to take time out and invest in yourself.

There are ver y few places in the UK offering the quality of life available here in Perth. A place that we want to see grow in a sustainable way, protecting our region’s natural beauty and sharing the benefits a s we expand and move for ward.

Perth remains attractive where similar beauty spots have become overcrowded with over development and clogged up roads. The need to live outside of cities usually adds wa sted journey time at either end of the working day. Not so in Perth. Our proximity to business area s means that workers can have a great and active life at home without sacrificing hours on trains or in the car.

“THE BEST AND GREENEST PLACE TO LIVE IN SCOTLAND”

We a re at t ract ing new, young families seeking out our fantastic schools and education and high qua lit y, a f forda ble homes. T h is is one of the safest places to bring up children, surrounded by incredible scenery and also a wonderful place to enjoy your happy and healthy golden years.

THE ATRES, CINEMAS, GALLERIES, CONCE RT H A LL S , PA R K S A N D C O M M U N I T Y S PAC E S , WA L K I N G A N D C YCLI NG PAT H S , SCHO OL S A N D LEISURE CENTRES. THESE ARE ALL A S S E T S W E VA L U E A N D I N V E S T I N .

These are the nice things that make life worth living. These are not lux uries but essentials in our city, where families grow with unlimited access to opportunities of knowledge, sport, art, music. Here, ever yone ha s the chance to discover their creativity and full potential.

And it is a place where our grownup children will return with their own families to rediscover their Perth roots.

‘THE B I G I D E A’ Beyond our three main themes, there’s a need to raise our game, to be self-confident - to dare to show of f a nd be a bit sa s sy.

THIS IS AN OPPORTUNITY TO REACH OU T AND CRE ATE A COMPELLING IN V ITATION TO THOSE W HO APPRECI ATE THE QUALIT Y THINGS IN LIFE: COME AND E XPERIENCE W H AT M A K E S PE R T H S I M PLY S PE C I A L .

YOUR PERFECT PL AC E A N D S PA C E

THIS IS THE STARTING POINT OF A POSITIVE NEW NA R R ATI V E TH AT DESCRIBES OUR AMBITION AND UNDERPINS OUR VA L U E S . O U R S T O RY CELEBR ATE S EV ERY THI NG THIS CITY HAS TO OFFER, CAPTURING THE UNIQUENESS OF A PLACE WITH A RARE QUALITY TO I T S SPACE S A N D EXPERIENCES.

We will bring imagination and creativity to showca se Perth and all it provides a s the most fanta stic environment to grow a family in Scotland.

We will seek out living characters, amba ssadors and success stories of special people with lives well lived in Perth. Individuals who stand out and shape the place, proud to represent a city that shaped their life.

By accentuating the positive, Perth can confidently showca se a cabinet of incredible a ssets; fine heritage, great architecture, rich culture and a beautiful and healthy environment.

WELL CONNECTED, IN THE GR EEN HE A RT A ND AT THE CENTRE OF SCOTLAND. THIS IS A PURE AND POSITIVE PLACE TO LIVE, V I SI T, WOR K A N D LE A R N .

A T RU LY S PE C I A L P L AC E .

PERTH - LIVE LIFE WELL.

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