Despite being 5 years ago, the notion and pictures of a flooded Tewkesbury came into the public spotlight once again. During the rain in late April of this year, Tewkesbury once again flooded; however, the flood waters were much lower than they had been 5 years earlier. The media and the public quickly likened the event to the 2007 floods, to the extent that visitors to the town were ringing businesses to see if they were ‘open for business’, while other stayed away altogether, anxious to get stuck in a flooded town.
However, as we have seen and discussed in other blog posts, this flood was very much a normal, seasonal flood with the floodplains surrounding the market town under water. ‘Seasonal flood’ is very much a buzz word amongst Tewkesbury residents to encourage people to come to the town during these types of flood events despite what they may read or hear in the media. A BBC article explores the use of phrases like ‘seasonal floods’ and ‘open for business’ from Tewkesbury residents as a counter strategy to the flood reputation built up within the media. This article asks 5 Tewkesbury residents from different walks of life the same question:
So, five years on, how has it felt to see the town back in the national spotlight after heavy rains led to seasonal flooding?
Despite answering the question from different angles, the respondents portray a range of shared beliefs and attitudes. The continual association of Tewkesbury with the 2007 floods and its floodplain location is the main issue. The residents feel that due to the extreme flood event in 2007 the perception amongst the public is that all subsequent normal floods have the same impact. This perception is confirmed by the media:
“After all we did as a community when we surrounded the Abbey with colour and music and laughter (“Over the Rainbow” event, 2008) and said “we’ve got over this”, but it doesn’t appear that the media is capable of getting over it.
They are trying to make Tewkesbury and flooding an open sore, and it isn’t.
[This week] I have seen nothing that hasn’t happened three times a year all the 14 years that I have been the town crier”.
Due to the media referring to 2007 during any flood since then, visitors tend to:
“…….think that Tewkesbury is virtually shut but it’s not.
I have had customers phoning up asking if we are going to be open and I have had family and friends phoning up to make sure we are alright. Everything’s fine.”
This frustration leads to the residents’ coming together to propagate the concept of ‘seasonal floods’ and to advertise that Tewkesbury is ‘open for business’ to the general public. They wanted to teach the wider public to differentiate between the two scales of floods – seasonal, i.e. ‘normal’ and 2007, i.e. exceptional.
Many are afraid that the general association between Tewkesbury and floods is reaffirmed by visitors, which is believed to cause negative economic consequences for the town.
“They’ll look at the weather and think the town is closed.”
“It [recent media coverage] has brought flooding back into the forefront and makes people wonder whether Tewkesbury should be here or not…….We have started to get places and we really need to carry on, but people tend to get nervous especially when they are put under a lot of pressure about flooding.”
Severn and Avon Valley Combined Flood Group
“We are a holiday town and we rely on that and it is unfair really to think of flooding and then immediately think of Tewkesbury.”
Vicar of Tewkesbury
What this article explores is:
The use of media to confirm and form perceptions about certain topics
Continued association of Tewkesbury and flooding
Sense of community to reverse Tewkesbury’s reputation using positive buzz words such as ‘seasonal flooding’ and ‘open for business’
The importance of distinguishing different kinds of floods – especially for floodplain residents, but also for wider society