Crowded Coasts and Rebranding Case studies

• Australlia is the most urbanised country in the world; 90% live in urban settlements. 60% live in 5 largest cities at the coast in Australlia

Four Reasons for movement

• Recents drought have made farming very difficult, and young are leaving the land to work in service jobs
• new immigrants usually move straight to coastal settlements
• coastal towns offer an outdoors lifestyle, as well as urban attractions
• House prices are cheaper in coastal towns, Young families chose to go there.

• Dorest's largest city
• 1815 – 695 People
• 2001 163,000 People
• Reason not natural increase because the birth rate is lower than the death rate because it has an aging population
• Reason for rapid population growth is inward migration of old people over 50 years

Why does it attract people?

Environmental

• 2nd sunniest area in th UK
• High Environmental Quality

Social-

• University attracts young people

Economic- companies attracted

UK'S best naturalharbour.

• Sheltered from storms in English Channel.
• Deep water channels for large ships.
• Pressures on Southampton Waters
• Growth of employment of suburbs and villages close to the estuary.
• Growth is squeezed between New Forest Park and Southampton Waters
• New housing, development createsproblemswith sewage disposal.

Fawley Oil Refinery

• Largest Refinary in Uk
• 3000 workers, 2 million tonnesof crude oilper year

Economic Impacts

• 1.Salt marsh reduced in size.They contain huge numbersof marine speciesand feeding grounds for migrating birds.
• 2.Liquid Waste.Can be very warm so affects the temp of the water.Some speciesmature quicker.Change in food web.

JurassicCoast

• -UK'S first coastalWorld Heritage Site.
• History and Culture
• -Significant for its fishing villagesand ports
• -ThomasHardy = books set in Dorset

Ecology

• -Studland beach and sand dunes - high value environment
• -Protected by SSSI
• -Rare plants, insects, birdsand reptiles (sand dunes)

Case Study = Studland bay

• -1.5 million people visit every year
• -Important for wildlife, conservation, scientificpurpose
• -Habitat of rare animalsand plants
• -Threats= Non native species taking over grasses & Visitors responsible for footpath erosion.

Tide Levels Increasing

Due to:

• Higher sea levels
• More storms
• Increasing amplitude ( tilting of UK south east is the worse.)
• Thames Barrage helped reduce risk of flooding, but
• Thames Gateway wants more development along the shore of the estuary

Why is erosion such a problem?

• -2 typesof rock: very soft -> Chalk&Boulder Clay
• -Fetch-> Amount of wave energy. =Holderness has small fetch.

^ Increased by 4 things:

• =Currents / Swell = The Atlantic fetch adds to the north sea current which increases the wave energy drastically.Creates destructive waves. =Low pressure weather systems. =Deep sea floor along Holderness.Waves reach cliff without being weakened.
• -Longshore drift
• =Boulder clay erodes to particleswhich are easily transported out to sea, rather than accumulate as sand.
• =There isnot enough sand to stop the waves reaches the base of the cliff.They are narrow with no friction.
• =Sand that isproduced is taken away away by longshore drift

Coastal zoning (red-lining)

• Device by planners - divides stretches of coast into land use zones
• Identifies zones at risk of erosion - where costs exceed benefits (protection)
• Reduces cost - targets coastalmanagement money - areas that benefit economically
• Integrated coastalmanagement:
• Sections of coast managed as a whole rather than by individual villages/towns
• Acting in one place - affects another part of the coastline 
• Holderness coast is part of a cell which starts from Flamborough Head - factors affecting sediment input or transfer
• Coastal management - plans devised that affect whole cellor sub-cell- called Shoreline Management Plans (SMPs)- all local players are consulted to provide engineerswith all info needed to devise best plan for area.

SMP for Holderness Coast

• -Hold the line in places of economic value (gaspipeline terminal- Easington,towns - Bridlington and Hornsea)
• -Do nothing where coats in not worth protecting from erosion

SOFT ENGINEERING:

• Beach Nourishment at HORNSEA
• =To create a wider beach to protect the cliffs
• =To add sediment from longshore drift
• =Problem = a lot of sand can be removed in a storm.
• =Has to be renewed every year or so

HARD ENGINEERING:

• Rock Groynesat MAPPLETON
• =Built 2 groynes cost £2 million
• =Cliff face was re-graded
• =Ripple Effect, Terminal Groyne Syndrome

• Wooden Groynesat HORNSEA
• =Protects the beach as stops sediment from travelling.
• =However starvesMAPPLETON of sediment.
• =Wavesattack the cliffsmore

• The site was contaminated, derelict and abandoned before the regeneration
• It created significant employment and businessopportunities from the construction and operation of the OlympicPark and the Westfield shopping centre

Key Facts:

• Over 4,000 new "affordable" homeswere converted after the games
• £17 billion was invested in public transport
• The sports facilitiesused in the gamesare now avaliable for locals to help the legacy.
• The slogan of the gameswas "Inspire a Generation" and they aimed to help the younger generation have a better quality of life
• £9 billion of public money was invested in East London

Key Players:

• InternationalOrganisation:
• UK Government, London Development Agency
• Regional Government - London Assembly
• Mayor of London, leader of assembly,Boris Johnson.
• Local Government, 4 London Borough Councilsare affected by Olympics

What the case study shows:

• The economic decline of an area
• Example of a rebranding process that was not completely successful.Effects on the locals.

Description:

• Deindustrialisation occurred because of containerisation in the 1970s.
• The area became a derelict wasteland.
• Government incentives and low rent tempted business owners attracted people to the area.
• The work was focused at tertiary sectors, e.g.banking, whilst the Docklandshistory had focused on manual secondary industry. -> Became Canary Wharf

Key facts:

• In the 1920s the London Docklands was one of the largest ports in the world.
• 100,000 jobs were lost by men who had manual occupations.
• In 1981, it set to regenerate the area using both public and private money.
• 20% of people in the East End do not want to live there.

Key players involved in the rebranding process.

• EU, South West Development Agency
• Cornwall Heritage Trust
• Millennium Commission (sponsored Eden project)
• Green Peninsula *Promotes renewable energy)

Description:

• Second most deprived county (33% deprived householeds)
• former industrial and mining areashave a large amount of deprivation
• In 2005, average earnings for fulltime males was 25% below the UK average

Key Facts:

• 4 million people visit Cornwall a year.
• 25% of the residents re directly employed by tourism.
• In 1999, Cornwallwas successful in gaining Objective One Funding, which helps boost investment.
• By 2007, £230 million hasbeen spent on projects across Cornwall.

The flagship project was the Eden Project

• Was opened in 2001 near St Austell.
• It cost £80 m build and investment came from the Mellennium
• Commission funds, public funds, bank loans and revenues.
• 95% of the employees are from Cornwall
• Spends 61% of the purchasing budget in Cornwall.
• This is nearly £5 million and helped create a multiplier effect in the area
• Visitors to the Eden Project spend £16.3 million a year
• The eden project has Englands longest zip wire and holds Eden Sessions where bands like Mumford and Suns, Oasis and Vampire Weekend have played.
• Traffic levels = congestion, noise pollution, air quality

‘Knowledge economy’

• University College Falmouth an Exeter University joined forces to create the combined Universities in Cornwall (CUC).
• The CUC helps graduates set up businesses or secure jobs in knowledge-based companies in Cornwall,
• trying to cut the ‘brain drain’ of graduates leaving Cornwall. 

Jamies Olivers Resturant

• It allows people to visit the restaurant but this one restaurant does not rebrand Cornwall through culinary needs. It attracts people because Jamie Oliver is a celebrity and so attracts people who want to live there.
• It trains people with culinary skills and this could be beneficial as these skills are transferable. It allows people to visit for a whole day and experience the whole of Cornwall.

Key Facts:

• It trains disadvantaged people and provides them with opportunities.

• In 1896 it was a holiday destination however there was a decline in the industry and advances in global tourism
• The rebranding strategies put in place have been focused on bringing in more leisure and tourism
• March 2007 Blackpool council signed a 3 month deal costing £500million to create a 'storm' city and create a multi-themed indoor entertainment centre
• Talbot Gateway - organised by RE Blackpool regeneration company (player)- transforming the run down area into a public plaza and retail space which was beneficial to locals and tourists.

• Transport is one price for one journey .
• Recycling is promoted in schools .
• 1.5 million tree's planted 54m2 per resident of open space.
• 560 factories, 50,000 jobs and 6000 other enterprises.
• Bottom up approach to rebranding.

• The UK's first environment city in 1990 and in 1996 won the European sustainability award.
• Lots of schemes took place to conserve wildlife and energy and noise reduction.
• Top down approach to rebranding by a partnership of organisations.