The world famous Land’s End in Cornwall today announced plans to change its name to ‘Land’s Start,’ in a bid to appeal to a new generation of visitors who have showed a clear preference for beginnings over endings.
Land’s End Landmark claim that research has shown that the cultural associations of the word ‘start’ make the destination much more appealing to a younger demographic.
The owners also wish to avoid confusion with American clothing retailer ‘Lands’ End’, which has seen several American tourists travelling to Land’s End in the hope of finding a sportswear outlet.
David Bryans, General Manager of Land’s End, commented:
“Research has shown us that over 70% of those 25 and under prefer the word ‘Start’ to the word ‘End’ – young people simply don’t want to take a risk on an attraction that might not make them feel good. Land’s End is a place full of new beginnings – the Olympic Torch relay began here and for thousands of people it marks the beginning of their ‘End to End’ challenge – so ‘Start’ is a much more appropriate description.”
Matt Spence, CEO of Natural Retreats who are currently renovating the iconic John O'Groats Hotel, added:
"We've agreed with Land's Start that the famous 'End to End' will be re-named 'Start to Finish'. We're happy with this on the basis that the word 'finish' includes the possibility of achievement and satisfaction".
The landmark is first recorded as being referred to as Land’s End in the 1602 Survey of Cornwall, conducted by Richard Carew – prior to this the roman name for Land’s End was ‘Bolerium.’