Rebranding Liverpool

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  • Rebranding Liverpool
    • Strategies Used
      • Liverpool One
        • Outcomes
          • Albert Dock has an extra 100,000 visitors per week
          • Liverpool jumped from 17th to 5th prime shopping centre (1995-present)
          • Over 20 industry awards including RICS regeneration of the year
          • 5000 jobs created
          • Overall city footfall increased 17% in the year Liverpool One opened
        • What is it?
          • 5 acre park
          • 30 new buildings
          • Happened on a 42 acre site
          • 165 shops
          • 2 hotels
          • 500+ apartments
          • 25 restaurants
          • 14-screen Odeon cinema
          • 30,000 sq.ft of offices
          • 3,000 car parking spaces
      • Liverpool: European Capital of Culture
        • What is it?
          • The European Capital of Culture is an award given to cities with the aim of celebrating European cultures and inciting regeneration
          • The current Capital is Riga, Latvia. Past Capitals include Reykjavik, Athens, Vilnius and Helsinki
            • The European Capital of Culture is an award given to cities with the aim of celebrating European cultures and inciting regeneration
          • Talent of local people was showcased
        • Outcomes
          • At the start of 2008, Liverpudlians in some of the poorest areas were uncertain that much was going to change
          • 9.7 million visitors to the city (34% increase)
          • Media coverage of Liverpool's attractions doubled
          • After 2008, 85% residents felt Liverpool was a better place to live than before
          • 97% of visitors surveyed said they felt welcome
      • Albert Dock
        • What is it?
          • Attractions include International Slavery Museum, The Beatles Story, Tate Liverpool and the Maritime Museum
          • Introduction of amphibious vehicles for land and river city tours
          • Striking modern architecture at the waterfront
    • Key Players and Stakeholders
      • Public Sector
        • Merseyside Development Corporation
          • Set up in 1981
          • Set up by central government
          • Aim of redeveloping Mersey Dock
        • Liverpool Culture Company
          • Set up to manage Capital of Culture events
      • Private Sector
        • Arrowcroft Group
          • Development and investment group specialising in leisure and retail
        • Grosvenor
          • International property development and investment group
          • Responsible for investing in Liverpool One

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