Rebranding Places
- Created by: Eleanor van der Zanden
- Created on: 10-03-13 14:19
Rebranding
Rebranding
Developing a place to reposition its image and change peoples idea of it, helping it target the right audience.
Regeneration
The practical and physical changes you can see.
Why would an area rebrand?
- Pollution and graffiti
- Deindustrialisation
- Encourage investment
- Drosscape, damaged brownfield site
- Keep in modern times
- Crime and vandalisim
- Social deprivation
Players involved
Pump priming - the initial injection of investment into an area to encourage growth.
Players
- Local councils
- Charities
- EU
- Property developers
- Local people
- Regional redevelopment agencies
Ways of rebranding
Urban
- Sports venues
- Retail facilities
- Culture and themed events
- Technology and science
- Education
- Leisure and entertainment
Rural
- Farm diversification
- Large events
- Rural heritage and tourism
- Flagship schemes, The Eden Project
- Industry
- Specialist food products
Measuring the success
- Growing population
- More and better jobs
- A more educated population
- Low crime rate
- Improved property values
- Better retail figures
Reykjavik, Iceland
Sustainability
Economy should be self renewing and reliant
Environment looked after by communities and building natural assets
Social opportunities should be open for everyone
Manchester Case Study
There are 259 Lower Level Super Output Areas (LSOAs) in Manchester. 7% of the popualtion live in the most deprived LSOAs.
Newton Heath, Bradfors and Ardwick are very deprived, Didsbury is not at all.
Problems 1960+
Economic - deindustrialisation caused umemployemt of unskilled workers
Social - net out-migration, Moss side riots, high crime
Political - fiscal, lack of fiance
Environment - derelict and deacaying
1988-1996 - Central Manchester Development Co-operation and City Challenge (CMDC)
1996-2000 - Manchester Millenium Ltd. created to help after the IRA bombings
2000-2002 - Commonwealth Games
Manchester rebranded places
Rochdale Castle - pubs
Deansgate Lock - clubs under the railway
Picadilly warehouse - apartments
Whitworth corridor - affordable housing
CMDC outcomes
- More people living in the area, 14,000 in 2001
- More leisure, tourism and comerce
- Richer people moved into the area
- Some creative industry
- 24 hour city
Manchester after the Commonwealth Games
The Beetham Tower
- Icon of change
- High income business
- Geographical extension of the city
Great Northern Warehouse 2007
- Multistorey car park
- Preserving historical heritage
But...
- Inequalities increased
- Poorer resisdents in east Manchester
- 47% of the areal untis are in the top 10% most deprived places in the UK 2010
It is neoo-liberal because it is focused more in money than people. Private development and investment is encouraged and there is a buy-to-let culture.
Manchester Commonwealth Games
August 2002 hosted with the Golden Jubilee for the Queen. Tranformed the city since the bombings. 18million people visited in 2002 and now over 90million visit per year. The stadium was built and can hold 38,000 people.
Legacy
- The stadium continues to hold events
- Other stadiums are open to the public
- Improved the reputation of the city
- Some argue to £300million spent could have been better going straight into the city
London 2012 Olympics
- 25,000 workforce with 10,000 volunteers
- 30% of the workforce were previously unemployed
- 457 aprenticeships were created
- 90% of materials in construction was recycled
- LOCOG now employs 3,000 people
- Athletes village is now 50% affordable housing
Margate and Blackpool
Blackpool
It was a touist resort with 13 million visitors per year. Closed due to people going abroad.
1980 - 70million visitors 1990 - 10million visitors
- New town centre with greenspace and architecture. Houndshill shopping centre.
- Jobs were created which improved the society.
- New developments attracted more people
Margate
Loss of tourism due to loss of pier and package holidays.
- Farmers markets attract tourists
- Turner Contemporary Gallery created 180 jobs and makes £13 million profit
- Dreamland Amusement Park was supported by locals but closed in 2003
Countryside rebranding
Challenges
- Not a young population
- Limited services
- Lack of infrastructure
- Mechanisation has ruined many farm businesses
Post-productionism - the shift away from maximum yields to sustainable agriculture
- In 2006 record numbers of farmers sold their properties.
- Income from farming decreased form 1973-2003
- Imported food from mass production is cheaper
- Supermarkets control food prices
- 63% of UK farmers get less than £5000 a year in subsidies
Ludlow Farm Festival and the Hop Farm
Ludlow
- 1995 and is the UKs most successful food festival
- Rebranded through food and culture
Hop Farm
- £10million 500acre family park
- Holidays lodges
- 60,000 person crowd capacity
- Music festivals
- 500,000 visitors a year
- War and Peace show
- £4mn turnover
Related discussions on The Student Room
- OCR A-Level Geography Human Interactions | [6th June 2023] Exam Chat »
- -- »
- I cant get anything above a c in geo a level pls help »
- Homepage loading issues »
- AQA A Level Geography Paper 2 (7037/2) - 6th June 2023 [Exam Chat] »
- Bangor university »
- OCR A Level Geography Human interactions H481/02 - 8 Jun 2022 [Exam Chat] »
- What happened to TSR? »
- AQA A Level Geography Paper 2 7037/2 - 8 Jun 2022 [Exam Chat] »
- Edexcel A-Level Geography Paper 2 | [6th June 2023] Exam Chat »
Comments
No comments have yet been made