Rebranding Case Studies

• life expectancy is poor- e.g. Shettleston the average man will live to 63 years old, which is 14 years below UK average
• 90,000 are unemployed- 75% are on sickness benefits
• the number of international migrants is rising and racial harrassment has risen by 75%
• Clyde (a previous ship building yard) no longer employs the vast amount of people that it used to
• the UK's three poorest constituencys (Shettleston, Springburn and MaryHill) are all located in Glasgow
• murder rose by 5.4% in the last year in Strathclyde

Saw a decline in the 1970s, due to containerisation as the container was unable to fit in the ports

Eventually the docks shut, which lead to the lost of 100,000 jobs

Government incentives and low rent tempted workers attracted business owners to the area. Canary wharf is now a financial business hub (part of where London docklands were)

The London Docklands Development Corporation was set up in 1981, to regenerate the area using public and private money

People don't like living there- 32% of people disliked the crime that went on there, 44% of residents dont know their neighbours

Problems? Gentrification- local people not consultued, Dramatic change to deindustrialisation- secondary to tertiary

Poor transport links from East London to West London- East neglected and isolated

Ken Livingstone (pervious London Mayor) had to prove East London had good transport links

Stratford was chosen as: 1. Docklands Light Railway links Stratford to any part of London, 2. Jubilee Line and Central Line allow more access, 3. commuter rail link to Essex, East Anglia, and rail links to North, North West and South West London, 4. new Channel Tunnel Rail Link allowed access to other countries e.g. Paris and Brussels

Known as a transporter hub- several transport links coverage in one locaation

Biggest project is Westfield Stratford city (retail, hotel, commercial district, new homes, community facilities and energy centres). it will cost £4 billion and be built over 15-20 years and it will be the 3rd biggest shopping complex in the UK

Won bid in July 2005 and decided to regenerate Lower Lea Vallery

500 acre park built at Lower Lea

Create 9,000 new homes in the Olympic Park alone, half will be sold and half will go to housing associations

Estimated 12,000 new jobs will be created in Park area alone

Focused on being first green Olympics and used the Olympic village to create affordable housing

Olympic Park was to be built at Homebush bay, 14km west of Sydneys CBD

Built 430 hectares of green space around Park

10 million people visit the park each year

Net cost to the public finances of $1.5 billion

Example of Farm Diversification

Began in 1970

2014- 175,000 people went, same population as Middlesborough

The festival lasts 5 days and normally starts at the end of June

The festival stops every 5 years due to it being a 'fallow year' which is where the crops are located

Currently held in Pilton, Somerset (at Somerset Farm), but may be moving to Worthy Farm in 2019 for a year to give locals and farmers a year off

Chief Rich Stein opened the Padstow Restaurant- upper market sea food restaurant

Social Hub and employment

Seasonal employment and low paid jobs

Sometimes called Padstein

Influx in wealthy second home owners, prices driven up

Fishing guidelines say he shouldnt use endagered species in restaurants due to overfishing but if he stopped he would loose 80% of his menu

He owns 4 restaurants in Padstow, a fish and chip shop, two bars, 6 accomodation places e.g. one hotel with 10 beds, luxurious rooms and a one bedroom cottage, a cookery school, a deli, a patisserie and a gift shop.

Held by Rural Action Yorkshire, and provides food from local chefs and some of Yorkshires finest produce

Theres a mobile kitchen, which offers an insight into local recipes and multicultural food

Also promotes out of season events on Yorkshire Coast

Takes place 3 times a year on a weekend, next is August 2017

4 million people visit a year

Fastest growing population of any English county- inward migration

Weekly wages are 25% lower than the UK average

25% of residents are employed by tourism but only 1/3 of the money from tourism stays in Cornwall

Needs rebranding? decline in industry, low wages, mainly seasonal work

Regional decline in fishing stocks caused by over fishing, national falling farm prices, international importing food from overseas

Objective One Funding- designed to boost local economy, aims to reduce social and economic differences in the EU, gained funding in 1999

By 2007, £3o milion had been spent on projects across Cornwall

Biggest Greenhouse in the world, opened in 2001, example of rural diversification

Benefits of the Eden Project

Social- allowed interest in other local businesses

Economic- positive multiplier effect, tourists spent £600 million in Cornwall, 400 full time jobs, and part time jobs, increase in interest in local farmers (£7 million spent), led to further regeneration in St Austell Town Centre

Environmental- built on a brown field site

Problems of the Eden Project

Social- increased commuter time for local business

Economic- some jobs seasonal, follow traditions of a tourist economy

Environmental- largest emitter of pollution in area, not many people go by public transport

Greenfield site, edge of city location, room for further expansion

Closely linked with Cambridge University and other companies on site

Close to M11 and M25 motorways, near Stanstead Airport

Has: bio-medical computer, telecoms consulting, energy, environmental, fiancial, business, non technical industrial