Rebranding Places

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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 
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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
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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
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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

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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 

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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
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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.

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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
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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
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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
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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 
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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
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