MARKETING 21 FOR PORTIMÃO The Making, Management and Marketing of Places : A Partnership Approach Professor Cathy Parker (Manchester Metropolitan University) MARKETING 21 FOR PORTIMÃO Why make, manage and market places? ……….to make sure they meet the needs of their users ……….both now and in the future, with respect for the past ……….maintain/develop uniqueness and sense of identity MARKETING 21 FOR PORTIMÃO Place Making Place Management Place Marketing
Transcript
MARKETING 21 FOR PORTIMÃO
The Making, Management and
Marketing of Places : A Partnership Approach
Professor Cathy Parker (Manchester Metropolitan University)
MARKETING 21 FOR PORTIMÃO
Why make, manage and market places?
……….to make sure they meet the needs of their users
……….both now and in the future, with respect for the past
……….maintain/develop uniqueness and sense of identity
MARKETING 21 FOR PORTIMÃO
Place Making Place Management
Place Marketing
MARKETING 21 FOR PORTIMÃO
The challenges?
Places have:
………. many users
………. many people involved in producing the ‘place product’
MARKETING 21 FOR PORTIMÃO
“local residents, new residents, investors, businesses, industries, visitors, organisations and events”
(Custódio, Perna, Gouveia and Oliveira, 2009 adapted from Kotler, Haider and Rein, 1993)
Many users
MARKETING 21 FOR PORTIMÃO
Place Making Place Management
Place Marketing
Planning
Urban design
Transport
Security
Tourism
Maintenance
A partnership
approach
MARKETING 21 FOR PORTIMÃO
Public Sector Private Sector
Third sector
MunicipalAuthorities
Nationalgovernment
Retail
Private service providers
Public service providers
Property owners
Voluntary groups
Visitors
Residents
Event organisers
MARKETING 21 FOR PORTIMÃO
PLACE PARTNERSHIPS
improve specific locations……in a coordinated, area-based, multi-stakeholder approach, harnessing the skills, experience and resources of those in the public, private and voluntary sectors”.
(Journal of Place Management and Development, 2008)
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0
50
100
150
200
250
300
1986 1988 1990 1992 1994 1996 1998 2000
Es
tim
ate
d n
um
be
r o
f to
wn
ce
ntr
e
ma
nag
ers
in G
RE
AT
Bri
tain 500 place partnerships in 2006
(covering 600 towns/cities)
(Adapted from Warnaby, 1998)
MARKETING 21 FOR PORTIMÃO
Legal format of Place Management Area Initiatives globally
0
0.05
0.1
0.15
0.2
0.25
0.3
0.35
0.4
0.45
Com
pany
* (fo
r pro
fit)
Part
of th
e loca
l aut
horit
y
Cham
ber o
f Com
mer
ce/Tra
de
Partn
ersh
ip/a
ssoc
iatio
n with
no
lega
l for
mat
Lega
l par
tner
ship
Char
ity/tru
st
Coop
erat
ive
Part
of a gov
ernm
ent dep
artm
ent/ a
genc
y
Com
pany
* (n
ot fo
r pro
fit)
Don't kn
ow
Sweden
UK
Austral ia
MARKETING 21 FOR PORTIMÃO
Purposes of Place Management Area Initiatives globally
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0.1
0.2
0.3
0.4
0.5
0.6
0.7
0.8
0.9
To establish
strategy and make
decisions and
changes that
improve the
Town/City Centre
To influence
strategy and
influence the
decisions of others
that affect the
Town/City
To deliver
services/products
within the area
None of the Above Don’t Know
Austral ia
UK
Sweden
MARKETING 21 FOR PORTIMÃO
Top Place Management Area Initiative priorities globally
0
0.05
0.1
0.15
0.2
0.25
0.3
0.35
0.4
Austral ia
UK
Sweden
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00.10.20.30.40.50.60.70.80.9
1
Busin
ess P
lan
Stra
tegic Plan
Action Pl
an
Visio
n Stat
emen
t
Writ
ten Co
nstit
ution
Term
s of r
efer
ence
None of
the ab
ove
AUSTRALIA
UK
SWEDEN
MARKETING 21 FOR PORTIMÃO
Formal partnerships
Informal partnerships
Private funding
Public funding
Granollers (ESP)
Business
Improvement
Districts (USA)
Darwen (UK)
Łodz (POL)
Place management case studies available to download at http://www.placemanagement.org/default.asp?a=downloads&id=554
MARKETING 21 FOR PORTIMÃO
• Place making, management or marketing…it is about forming partnerships to make places better
• There is no best single approach (each must be locally relevant)
• Globalisation means increased importance of place competitiveness
