Deconstructing place identity? Impacts of a “Racino” on Elora, Ontario, Canada

The heritage-scape is a socially constructed place that provides locally crafted products, cuisine, and experiences to satisfy consumers’ desire for authenticity. In this paper we question if the introduction of a functionally non-conforming structure causes an existing heritage-based place identity to dismantle (i.e. deconstruct). In 2003, a pari-mutuel racetrack and gaming parlour (a “racino”) was introduced to the historic village of Elora, Ontario, Canada. Through content analysis we unravel (i.e. deconstruct) the social processes that lay behind this development. We find that this profit-oriented venue was widely contested by preservation-minded residents, who expressed concern that this structure would compromise Elora’s heritage image. Our survey finds, however, that the majority of visitors believe that the Grand River Raceway and Slots has not impacted Elora’s existing place-based identity. Key informants further reveal that image management, spatial placement and visual coherence are largely responsible for its maintenance. We conclude that a heritage-based place identity may be retained, and even enhanced, in the presence of a hegemonic discourse that is underlain by a long-standing preservationist ideology.

► Is place identity deconstructed (i.e. dismantled) when a non-conforming venue is introduced into a heritage landscape?
► A pari-mutuel racetrack and gaming parlour, introduced to the village of Elora, was a widely contested structure.
► Despite concern, image management, spatial placement and visual coherence ensured preservation of Elora’s heritage image.
► Functionally non-conforming venues do not necessarily initiate deconstruction of a heritage place-based identity.
► Place identity may be sticky and self-reinforcing in the presence of a long-standing preservationist narrative.