London Olympics

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  • London Olympics rebranding in an urban area
    • 2012 re-generated London Docklands in the East of London
    • reasons to rebrand
      • house prices were £300,000-400,000 which was £200,000 lower than the average
      • decline of London docklands, deep rooted in deprivation and low environmental quality
        • London docklands closed after a decline of industry in london
      • second poorest borough in London
      • the land was contaminated with oil and toxic waste
    • worlds first sustainable games
      • apart from the basket balls arena which was supposed to be bought by Rio everything had a purpose after the games
      • Olympic  village
        • provided accomdation during the games but afterwards would become social housing as well as luxury appartments
          • gentrification
      • environmental change
        • soil remediation will provide new habitiats
      • economic change
        • employment based around sport
          • the stadium will be occupied by west ham
        • 3000 technology and media jobs in the international media centre which has been opened up in the park
      • promote being active and healthy
      • greenery has been names the ' Queen Elizabeth Park' and will be opened to the public
      • the orbit will open as a tourist attraction
        • signature architecture
    • evidence for success
      • sustainable power plant
      • venues will be reused and the Olympic park will continue to provide economic benefits
        • eg Aqua centre
      • on time and under budget
      • tourism knock on affect
      • the Olympics increased the Uk's economy by £10 billion
    • failures
      • poor social consultation
        • little involvement with those who would be affected
        • large council estates where demolished
          • destroyed the existing communities
      • 380 businesses were relocated
        • businesses had built their own niches, leaving behind long and loyal customers
        • relocated elsewhere in London and some people couldn't afford to move
        • lack of spectators in places like Weymouth and portsmouth
      • house prices increased which benefitted those who owned their house but meant people who rented, their rents suddenly went up
    • An urban rebranding project that used sport as a catalyst


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