4A.9 Rebranding attempts to represent areas as being more attractive by changing public perception of them. Flashcards
Regeneration and re-branding difference -
Regeneration - investment in an area in the form of infrastructure, aims to promote opportunities of embraced culture, leisure and sports facilities.
Re-branding - Sell a place to a potential customer and this could vary to types of groups of people the aim is to change the pre-existing area to something better.
Case studies for Regeneration Urban and rural -
Urban - London 2012 Olympics, Cabot Circus Bristol
Rural - Powys and local is Cambridge science park.
Re-branding case studied for local and urban -
Urban - Titanic Quarter in Belfast
Rural - Bronte country
Benefits of urban rebranding -
Belfast was seen famous for its shipbuilding particularly in the construction of the Titanic. In this event it has generated around 105 million pounds in economy and an additional 900 jobs since its opening.
Pros of Belfast - (read)
Pros
1. Economic Growth and Job Creation
Fact: The Titanic Quarter has attracted over £358 million in investment, creating approximately 20,000 jobs. This includes roles in construction, tourism, and the creative industries.
Impact: The influx of tourists and businesses has revitalized the local economy, providing long-term employment opportunities for residents.
2. Cultural and Historical Preservation
Fact: The area includes the Titanic Belfast museum, which opened in 2012 and has attracted over 5 million visitors from around the world. The museum provides an immersive experience into the history of the Titanic and Belfast’s shipbuilding past.
Impact: Preserving and showcasing the city’s industrial heritage helps maintain a connection to its history while educating visitors, adding cultural value.
3. Attraction of National and International Tourists
Fact: Titanic Belfast has been voted the World’s Leading Tourist Attraction at the World Travel Awards in 2016. It has become a symbol of Belfast’s transformation and a major draw for tourists.
Impact: Increased tourism has boosted local businesses, including hotels, restaurants, and shops, contributing significantly to the local economy.
Bronte country as a an example of rural re-branding -
Given to the name from west Yorkshire to experience what inspired the books of the Bronte sisters.
Rural re-branding (read - pros) -
Rural Rebranding Strategies: Case Study of Brontë Country
Rural rebranding strategies in the post-production countryside aim to make these areas more attractive to tourists by leveraging heritage and literary associations, farm diversification, specialized products, and outdoor pursuits. Brontë Country in West Yorkshire and East Lancashire, associated with the famous Brontë sisters, exemplifies these strategies.
Brontë Country
Overview:
Brontë Country refers to the area around the village of Haworth, where the Brontë sisters wrote their famous novels. This region uses its literary heritage to attract tourists, along with farm diversification and outdoor activities.
Pros
1. Heritage and Literary Associations
Fact: Brontë Parsonage Museum, the former home of the Brontë family, attracts around 70,000 visitors annually. The museum provides insights into the lives and works of the Brontë sisters, serving as a focal point for literary tourism.
Impact: The emphasis on literary heritage attracts national and international visitors, boosting the local economy through tourism-related spending in accommodation, dining, and local shops.
2. Outdoor Pursuits and Adventure
Fact: The region offers numerous walking trails, such as the Brontë Way, which connects significant Brontë landmarks. These trails capitalize on the scenic landscapes described in the sisters’ novels.
Impact: Promoting outdoor activities like hiking and cycling attracts adventure tourists and nature enthusiasts, diversifying the visitor base and extending the tourist season beyond peak literary tourism times.
3. Farm Diversification and Specialized Products
Fact: Local farms in Brontë Country have diversified by offering bed-and-breakfast accommodations, farm shops selling local produce, and experiential activities like sheepdog demonstrations and guided farm tours.
Impact: Farm diversification supports the local economy by creating additional revenue streams for farmers, enhancing the overall tourist experience with unique, authentic local offerings
Cons about rural re-branding (read)
Cons
1. Over-reliance on Literary Tourism
Fact: While the literary connection to the Brontës is a significant draw, it can create an over-reliance on a niche market. For example, fluctuations in visitor numbers to the Brontë Parsonage Museum can significantly impact local businesses.
Impact: Economic vulnerability arises from dependence on literary tourism, potentially limiting broader economic development opportunities and making the area susceptible to changing tourism trends.
2. Environmental Impact of Increased Tourism
Fact: Increased foot traffic on popular trails, such as those leading to Top Withens (often associated with “Wuthering Heights”), has led to erosion and environmental degradation. Efforts to manage and repair the trails require ongoing resources.
Impact: The environmental strain from tourism can harm the natural landscape, reducing its attractiveness and sustainability as a tourist destination.
3. Gentrification and Rising Costs
Fact: As Brontë Country becomes more popular, property prices and living costs can rise, potentially displacing long-term residents. For instance, housing demand from those seeking holiday homes or investment properties can inflate prices.
Impact: Gentrification can alter the social fabric of the community, making it less affordable for local residents and potentially reducing the authenticity that attracts visitors.
Negatives about urban rebranding -
Cons
1. Gentrification and Displacement
Fact: As the area has developed, property prices have risen significantly. For instance, the average property price in the Titanic Quarter increased by around 30% from 2012 to 2020.
Impact: Rising costs can lead to the displacement of long-term residents and small businesses, altering the community’s social fabric and potentially leading to socio-economic disparities.
2. Focus on Tourism Over Local Needs
Fact: Some critics argue that the focus on tourism and high-profile attractions has overshadowed the need for affordable housing and local amenities. While the Titanic Quarter has numerous luxury apartments, there is a lack of affordable housing options.
Impact: This imbalance can result in a community that caters more to tourists than to local residents, which might not address the broader social and economic needs of the existing population.
3. Environmental Concerns
Fact: Large-scale urban regeneration projects can have significant environmental impacts, including increased pollution and strain on local resources. The development of the Titanic Quarter has required extensive construction and infrastructure work.
Impact: Ensuring sustainable development practices is crucial to mitigate these environmental effects and promote long-term ecological health.
