Rebranding – The way or ways in which a place is redeveloped and marketed so that it gains a new identity. It can then attract new investors and visitors

Re-imaging – The remodelling of areas to encounter negative perceptions and provide “post-industrial” functions e.g. retailing, leisure and tourism

Regeneration – A long term process involving social, economic and physical action to reverse decline and create sustainable communities

Why Shift to Rebranding?

The reasons for the decline in industry are:• It is more expensive to produce goods in the UK than import

from overseas. This includes primary industries, such as mining, and secondary companies, used for manufacturing

• The UK’s wages were also higher than overseas, which makes products more expensive

• It caused major unemployment in the North and Midlands

The reasons for the growth of tertiary industries are:• After the decline in primary and secondary industries, the

government encouraged tertiary businesses to open and employ people. This includes banking and finance, tourism and design and IT

• They can locate anywhere, they are ‘footloose’• They attract people to the area

Expectations of Flagship Projects

Criticisms?

Enhance the image of a city

Social – benefits are not enjoyed by all

residents

Catalyst for further economic growth

Spatial – concentration on specific spaces

(largely on profit potential) increase

differences between parts of a city

New and exciting spaces

Attract new residents,

businesses and tourists

Benefits to locals

Docklands Regeneration

Location

• East London• From Tower Bridge to Becton

Why did the Docklands decline?

• The Thames became increasingly silted and as the boats got larger

• They moved to places like Tilbury• Containerisation meant that fewer docks were needed• A general decline in manufacturing meant that portside

industries closed down• Sub-standard and low quality housing, built in 1950s and 60s.

These were built t replace the bomb damaged housing from WW2

Aims of the London Docklands Development Corporation (LDDC)

• Economically regenerate the area by primarily attracting private investment

• Physically regenerate the environment of the Docklands to aid the above

• Improve living conditions and prospects of the community of the Docklands

Castleford

Location

• North/Centre England• Near to Leeds

What is the project and what are its aims?

• Create a new town centre• Build a new bridge• Make it modern – architecture• Re-build parks – garden and play areas

Do the projects involve public participation (bottom up)?

• Local community group – gardens• Get children involved – design parks• Architects – design play areas

What are the benefits of the regeneration?

• Safer environment• Modern• Everyone is involved

What problems are caused by the regeneration projects?

• People want different things for the community• Cost

London and the 2012 Olympics

Impacts of the Olympics

Economic: 207 companies have had to move out of Marshgate Lane, Lea

Valley in Stratford. This is going to be the location of the Olympic Stadium

Increased commute for some employees but is closer to home for others

Businesses have to relocate to accommodate for the new facilities being built

Environmental: The Olympic Park will re-landscape the area of East London This will make it more aesthetically pleasing and nicer to look

at in the future The electricity pylons are being demolished and new power

lines being put underground

Social: Houses have been knocked down and made into the Olympic

Park Some people have had to move house just for the Games,

which lasts 2-3 weeks. This has also happened to some people at the University of East London

They have broken up a community of homeless and single people because they have had to relocate away from each other

There are plans to make the Olympic Park into affordable housing for 3000 people after 2012

Costs BenefitsOvercrowding Provides jobs

Pressure on local shops due to increased tourism

Income from tickets etc.

Huge CO2 emissions from transporting

tourists and construction work

Media attention for London

Affordable housingMedia attention for

British athletesRecycle materials

Provide facilities for future generations

Better transport links after the Games

Conflict Matrix For the 2012 Olympics:

International Olympic Committee (IOC)

London Development Agency (LDA)

London Organisation Committee of the Olympic Games

Olympic Delivery Authority

Boris Johnson (Mayor of London)

Transport for London (TFL)

London Development Agency (LDA)

0 won’t be working together

London Organisation Committee of the Olympic Games

+ They both organise the Games

0 no interaction but might disagree about where events are held

Olympic Delivery Authority

0 have no real interaction but might influence them

+ Have to decide about development

- Pressure on getting the village built in time

Boris Johnson (Mayor of London)

0 have to work together could be in conflict or not

+ Have decisions in planning

+ Mayor would oversee what the LOCOG do but have no real interaction

0 they have to work together

Transport for London (TFL)

- TFL made critical comments about PPP during Olympic vote

+ Because of new ‘javelin’ train

0 no interaction

- Would probably want different things for transport

+ Likely to get recognition for changing transport

Four London Borough Councils

- IOC put pressure on councils

+ LDA are making the councils look better – rebuilding etc.

- LOCOG decide where the events are held councils may disagree

+ They design the new councils together

- Work together to make London better

+ Increase accessibility to all areas of London

Walton-on-the-Naze

Location• A small town in Essex, • On the east coast of England, on the North Sea coastline• To the north of Clacton-on-Sea• To the south of Harwich• A 30-minute drive to the east of Colchester• The main roads that access it are the A120, which leads to the

B1336• The local rivers are the Walton Channel and the Hamford

Water

Background Information

• A traditional English holiday resort• There are miles of beautiful sandy beaches• There are many cliffs• There is an un-spoilt headland, called ‘The Naze’

Options Walton-on-the-Naze has to Re-brand Itself

What? Costs BenefitsNew Commuter

Housing- expand the town + renovate older property

Could become overcrowded

Attracts younger people, professional people

Makes it look better (area and housing)

Gentrification- a re-brand to attract new socio economic groups

Could take over the rest of the smaller businessesMiddle class could drive

away other classes

Economies benefit from ‘London money’ – attracts different economic groups

The Sunshine Coast

- upgrade W-o-t-N’s tourist image and encourage more visitors

Residents might not want more tourists to ‘invade’

Could become overcrowded, especially

in summer as the weather is good here

Builds on its image as a holiday resort

Good for the economy – increase income into area

– good for small businesses

Environmental Value

- re-brand W-o-t-N on the basis of environmental quality

Could overspend on the environment and not enough on the people

etc.

Habitats/species increase in the area

SSSI – could attract conservationists to the

area

Flagship Development

- attract the casino market + create new

Could give it a bad image – increase in gambling means an increase in

debt etc.

Brings moneyA new type of economy

Provides jobs

gambling hotspots

Retirement Centre

- re-brand the retirement market + focus on the over-60s as the core population

Will require full time volunteers

Could ‘scare’ away younger people/families

Provides jobsBut could attract them because of a ‘gentler’

community

Festival Town- attract festival and conference market, with special events through the year

Big events could overpower the small

town – residents might not like this

Attracts more people to the area

Brings money/ economy/ jobs

Seasonal unemployment might cause:• Employment is likely to be tourism which may be part-time

and poorly paid• Low incomes result in low spending power• Limited business opportunities• People cannot afford housing – no jobs, therefore no money• Councils receive lower taxes and cannot invest in

infrastructure and local services – all creating a cycle of deprivation

Economic and social processes change rural environments by:• Encouraging jobs, such as mining, quarrying and forestry, to

take place. These would change the look and components of the land, making it harder for farmers to use/cultivate foods afterwards

• Travel links/infrastructure also change the land. For example, the CTRL cuts through the countryside so that it takes the quickest route. Also the roads/motorways would alter the rural areas for this reason too

• Building new houses would alter the land by removing green areas where the farmers can produce crops

Destination Tourism

• Where people visit a place simply because of a single attraction

• The hope is that they will then visit others• e.g. the Eden Project

‘Brain Drain’

• Secure jobs for Uni students

Multiplier Effect

• Increased economic activity that occurs when one business creates and benefits others

• Increases local economy

Cornwall

Reasons for Cornwall’s Decline

Primary Employment:

• Farming: • Falling farm prices – supermarkets seek the lowest

prices from their suppliers• Importing foods from overseas, where wages and costs

are lower

• Fishing:• Decline in overall fish stocks caused by previous

overfishing

• Mining:• Exhaustion of the tin reserves in Cornwall• A collapse in tin prices caused by overseas

competition• The strength of the pound has made UK tin more

expensive to buy overseas

• Quarrying:• Fewer and larger quarries use technology rather than

people to extract the clay, this has resulted in attacks in the workforce

Low Wages:• Cornwall has the lowest weekly wages in Britain - £329.30 in

2005 25% below the UK average• Poorest borough is North Cornwall (average weekly wage was

£307.60 in 2005)

The Eden Project

Problems:

• Economic:o Almost all visitors arrive by road, and few by cycle, bus

or railo Few use the bus link from St Austell

• Environmental:o Major source of pollutiono Local lorry drivers have estimated that journeys have

increased by 30 minutes due to congestion

o 3500 cars fill the car park – generating more CO2 emissions than all other sources in St Austell combined

• Social:o Could become overcrowdedo Visitor levels have produced huge traffic congestion in

the area

Benefits:

• Economic:o Created interest in other local attractionso Provides jobs 400 full-time staffo Recruit local peopleo Reduced unemployment by 6%o Use local produce (in café and restaurant)o In the first 3 years tourists spent £600 milliono Each visitor spends on average £150 in Cornwall

• Environmental:o Good use of a brownfield site – old quarryo Growing different plant species – they won’t become

extincto Increased awareness of plant specieso Takes out (plants use) CO2 from atmosphere (carbon

sinks)

• Social:o Local produce is bought – helping local

producers/farmerso Employs local peopleo Employs people who are over 50 years old – almost at

retirement age

Rebranding Cornwall

Jamie Oliver’s Fifteen Restaurant

• Overlooks Watergate Bay• 100-seater restaurant• trains local young people in catering skills – from

disadvantaged backgrounds – train at Cornwall College from January and in kitchens from May

Extreme Sports Academy at Watergate Bay

• targets younger age groups• courses in surfing, wave skiing and kite surfing• Watergate Bay hotel (run by owners of the Academy)

Overlooks Academy and beach New restaurant, bar and accommodation Open all year Employed 50-60 people year round in 2006,

compared to 15-20 in 2003

Jamie Oliver’sFifteen Restaurant

Extreme SportsAcademy

How well does it re-brand Cornwall?

It would attract food critics/fans

It attracts new water sports fans - modern

How well does it attract new

tourists?

It would attract fans of J.O. and food fans/critics

It would attract water sports experts and novices

How well does it bring:Economic benefits?

Brings money and jobs into the area

Hotel brings jobs and academy brings money to

area

Social benefits?Provides jobs to young

people

Young people have an attraction

Provides jobsEnvironmental

benefits?Sort of blends in with the

environmentUses the natural

environment (sea/beach)Does it:

Provide year round

employment?

Yes, for young peopleYes – hotel

No – tourism is peak in summer (academy)

Improve incomes?Yes, for the local area and

employeesYes, for the employees

Make good use of Cornwall’s

environment?

Yes, situated in a tourism hotspot

Yes, uses sea and good location (hotel)

Help stop the ‘brain drain’?

No, provides jobs for disadvantaged teenagers,

Yes – for chefsNo – jobs are for surfers etc.

not those from Uni(teachers), may be from

college

Improve Cornwall’s lack of entertainment?

Provides a venue for entertainment

Yes, for young people – academy

For adults – hotel (bar, restaurant)

Lobb’s Farm, Cornwall

Background Information

They have diversified by:• Selling meat and vegetables in its shop – to tourists and local

people• Having a visitor centre, farm tours and planting trees/plants

that will attract wildlife

• It provides a local supply of meat/vegetables to those tourists visiting the Lost Gardens of Heligan, with an attraction for young children

Advantages of Lobb’s Farm Rebranding

• Environmental:o Attracts new wildlife (new plants)o Manage/raise beef cattle in a welfare-conscious wayo Reduces CO2 emissions – people nearby do not have to

travel far to get food

• Social:o Provides jobso Gets interest from the ‘Gardens’ and ‘Eden Project’

• Economic:o Brings money to the areao Provides jobso Buys/sells locally sourced products (Cornish wine,

cheese)

Rebranding in LEDCs

Cycle of Poverty / Poverty Trap

How AIDS makes the poverty trap worse:

Subsistence farming people with AIDS cannot work (less energy) cannot farm can’t produce surplus no income for schooling or medical services cannot get better (no money)

Subsistence Farming

(agriculture)

Little surplus produce

Low income

Most income absorbed by schooling or

medical bills

No investment in land improvement,

machinery or materials

The impacts were…

Short Term Medium Term Long Term

Over $1.2 billion in conference business came to NSW between 1993 and 2007

Tourism received a huge boost: 1.6 million additional tourists spent $6 billion in 2001, turning the 2000 Olympics into a profit-making event

$3 billion investment came to Sydney, including $2 billion worth of permanent sport facilities

20% of Olympic spending went to businesses in NSW, the state in which Sydney is located

Other income included broadcasting rights ($1.1 billion), sponsorship ($680 million) and ticket sales ($600 million)

Over $6 billion was spent on infrastructure, e.g. redesigning Sydney’s airport

The Olympics helped Australians to compete for projects overseas. The Australian firm Multiplex built the new Wembley Stadium in London

Sydney Olympics 2000

Impacts

How ‘Green’ was they?

‘Green’ Rules Score Out Of 5Use brownfield, not greenfield sites

3

Use existing materials, rather than build from scratch

5

Design and use ‘green’ buildings and materials

4

Minimise the impacts of Olympic events on residents

4

Minimise waste, and recycle wherever possible

4

Protect native ecosystems 3Make Olympic sites accessible by public transport

4

Manage water sustainably 4Uses energy efficiently 5Create an amenity for people 4Reduce past contamination 4Cut the use of CFCs in cooling drinks

2

Total 46/60