Geography Unit 2: Rebranding Places Case Studies


Terms in this set (...)

What the case study shows:
-The economic decline of an area. Example of a flagship project. Example of market-led regeneration. Example of gentrification.
Example of a rebranding process that was not completely successful. Effects on the locals. Rebranding the area through economic reasons.
-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.
-Canary Wharf was introduced by American architects.
T-he work was focused at tertiary sectors, e.g. banking, whilst the Docklands history had focused on manual secondary industry.
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.
-Ports that continued included Felixstowe etc.
-It was the biggest building site in the world in the 1980s.
-Canary Wharf has the 2nd (Canada Tower), 3rd and 4th biggest building in the LDDC (London Docklands Development Corporation) was set up 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.
What the case study shows:
-Rebranding the area through sports. Example of a transporter hub. A legacy of regeneration. A difference in tangible and intangible costs.
-The site was contaminated, derelict and abandoned before the regeneration
-It created significant employment and business opportunities from the construction and operation of the Olympic Park and the Westfield shopping centre
Key Facts:
-Over 4,000 new "affordable" homes were converted after the games
-£17 billion was invested in public transport, There is now 10 railway lines into Stratford which is an international station
-The sports facilities used in the games are now avaliable for locals to help the legacy.
-The slogan of the games was "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:
International Organisation:
UK Government, London Development Agency
Regional Government - London Assembly
Mayor of London, leader of assembly, Boris Johnson.
Local Government, 4 London Borough Councils are affected by Olympics
-Needed reimaging as the impression of the city was a powerful and destructive workforce
-It also had negative associations with the 1950-60 style architecture
-Birmingham used culture and identity to advertise their new image and attract investment and tourism
-1991 the symphony hall was built
-1993 7ha development cost £350 million which housed the sea life centre, Ikon gallery and RBS
-2003 the Bullring was built
-Key players in the rebranding of Birmingham was the Westmidlands development agency provided money for the projects and urban splash who's role was to carry out the work
What the case study shows:
Rural tourism.
-Before the soap made this small town famous, this rural area was economically declining due to limited tourism.
-It is located in the Yorkshire Dales despite the idea of "Emmerdale" as fictional.
-There are flights available to fly over where the soap is filmed.
-Tours in this area are part of a package of rural tourism which includes "Last Of The Summer Wine" country.
Key Facts:
It is precisely located in Esholt, Bronte country (outside of Bradford).
What the case study shows:
Rebranding through the use of food and drink.
It works with local chefs and shows a host of Yorkshire's produce. There is a use of mobile kitchen which offers an insight into the local recipes: it also offers multicultural food. It is also able to promote out of season events on the Yorkshire coast.
Key Facts:
It is held by Rural Action Yorkshire which supports community groups to tackle new projects and to raise awareness of important issues affecting rural areas. The event was supported by Filey Chamber of Trade.
The Indian restaurant offers an Indian take on the local pheasant dish.
What the case study shows:
Rebranding a rural area.
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)
-Second most deprived county (33% deprived householeds)
-former industrial and mining areas have a large amount of deprivation
-only 31% live in towns with over 10,000 inhabitants (compared to 80% in UK as a whole)
-In 2005, average earnings for full time 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, Cornwall was successful in gaining Objective One Funding; this is a type of match funding which helps boost investment.
-By 2007, £230 million has been spent on projects across Cornwall.
RURAL REBRANDING: CORNWALL: Jamie Oliver's fifteen restaurant, Cornwall
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.
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
-March 2001
-Needed 5.7 million to build
-Never completed, went bankrupt
-Would have made 200 jobs
-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 £500 million 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.
-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.
-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.