Cardiff Bay Rebranding

A place that has undergone rebranding - Cardiff Bay

Location:

• East coast of Cardiff
• Cardiff is the capital city of Wales (15th largest city in UK by population in 2020)
• Next to the Severn Estuary which is part of Bristol Channel

Why the place needed to rebrand:

• Industrial revelution (late 19th century) - docks built on moorland for coal and iron industries
• Estimated at least 50 nationalities in 'Tiger Bay' due to the docks
• Post WW2 demand for coal fell + steel could be produced elsewhere 
• Trade struggled and by the 1960s coal exports had practically stopped
• Dockland became derelict
• High unemployment (above average)

Strategies involved in rebranding:

• Market-led
  • Mermaid Quay introduced shops, bars and restaurants (food+retail)
  • Lloyd George Avenue was a road to connected city centre to the waterfront
  • Expansion built office spaces
• Top-down
  • Cardiff Bay Development Coorporation (CBDC) in 1987 aimed to regenerate 1100 hectares of dockland
  • Urban Development Program (CBDC is part of this) who is part of the UK government aimed to "put Cardiff on the international map" 
• Flagship development
  • Construction of the £220m…