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REBRANDING PLACES



Players ­ individuals, groups or organisations who have an interest in a particular project or
scheme

URBAN ­ Bullring

Bullring Alliance ­ Hammerson PLC, Future Fund and Henderson Global Investors
Fund construction process
Invest large amounts of money
Focus on profit
8000 jobs created
Visitors and customers ­…

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CORNWALL

Rural, peripheral location, situated in SOUTH WEST England
IN NEED OF REBRANDING... the process of changing an area in order to change the
previous negative views of the area and increase investment... attempt to reduce the
effects of the spiral of decline.

Why does it need rebranding?
11% of…

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Provided jobs
Newquey ­ airport has increased flights
Increased accessibility
Tourist location ­ popular for stag and hen nights
Jamie Olivers Fifteen ­ upper market restaurant, provides chef training to locals (focus
on education as well as tourism)
Watergate Bay ­ surf school
Adventure and family tourists
Hotel
CUC ­…

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West Midlands, UK
DEINDUSTRIALISATION... car manufacturing industry closest in 1960's

WHY ARE SOME AREAS IN NEED OF REBRANDING?
spiral of decline
high crime rates ­ robbery average 8%, in Birmingham 13% (www.upmystreet.co.uk)
unemployment in 2010 UK average 4.8%, Birmingham 12.4%
Holloway Circus ­ derelict housing, tower blocks, contrast with skyscrapers…

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International Conference Centre
10 conference rooms
National importance
Benefits businesses in Birmingham
Older building
Clean and well maintained

Rebranding focused on city centre, may not benefit the average person living in
Birmingham
Bullring most successful

FIELDWORK

Interviews ­ voice record them
Questionnaires
EQS
Graffiti survey
Photos and field sketches
Focus…

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Florida

Warm climate
Flat land for development
Sandy beaches
Established tourist market
Vulnerable to hurricanes and coastal storms
Increased movement to coasts increased people living at risk
75% of population live on the coastline

Spain

Warm climate for Europe
Long summers
Cheap flights from England
Cheaper living standards
Increased British…

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jet skiis, litter, congestion, SSSI, owned by the national trust, trampling of the sand
dunes
Poole harbour ­ ferry services
Land features such as Old Harry Rocks and Durdle Door
Swanage ­ high value coastline, interesting wildlife, high biodiversity, endemic
species ­ e.g. rare orchid and garlic plant, 12% second…

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Spurn Point ­biodiversity nature reserve, aged wooden groynes, do nothing
approach taken, little economic value, was not worth protecting
Hornsea ­ wooden groynes, small holiday coastal resort, losing beach due to LSD
and winter storms, affects Mappleton
Integrated coastal management ­ SMP (shoreline management plan) mixture of hard
and soft…

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South East UK




Benidorm

Warm climate all year round
Surrounded by mountains
Tourist development
Sky scrapers and hotels
Port

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