barcelona

Question 1

need for rebranding

Answer 1

• occupied for over 2,000 years
• port town - industrial
• over crowding due to industrialisation
• got a reputation for being run down/ antisocial

Question 2

role of rebranding/ government

Answer 2

• 1929 world exhibition of barcelona
• local authorities began a 7 year plan in 1980s focusing on 140 key projects eg better housing, education etc
• $5 million invested into refurbishing buildings and the area, with 80% of funding coming from the EU

Question 3

role of sport

Answer 3

1992 olympics

• games generated funding to redevelop city wide and improve run down areas
• catalyst to getting the people interested in rebranding
• barcelona football club

Question 4

role of culture

Answer 4

• architecture of antoni guadi = recognition from world heritage and UNESCO
• used to present the city as vibrant and creative

Question 5

role of businesses

Answer 5

• built the reputation for services, innovation, the knowledge economy and entrepreneurship
• 2010 produced the new metropolitan plan vision 2020
• 2014 won the european award for most innovative city

Question 6

rebranding in north

Answer 6

• flagship cultural buildings —> the Museum of Contemporary Art and the Contemporary Cultural Centre.
• Private university has been constructed and some streets house art galleries, coffee and wine bars, restaurants and high-quality food shops.
• Gentrification as high socio-economic status people have moved in.

Question 7

rebranding in south

Answer 7

• Raval, overcrowded residential areas, and old and derelict factories remain while its inhabitants are among the more deprived in the city
• 1995, Raval Rambla, significant physical regeneration
• 1700 residential and commercial properties were demolished to clear space for a large, tree-lined pedestrianised space
• Barceló Raval Hotel built in 2008 has an ‘avant garde’ design —> significant financial commitment to the area’s rebranding

Question 8

evidence of success

Answer 8

• increase in the number of tourists, from 1.73 million in 1990 to 8.38 million
• 2017 —> tourism is worth around 12.5% of Barcelona’s GDP post Olympics compared to >2% pre Olympics
• rated the 8th most attractive area in the world
• in 2015, it raised $250 million worth of FDI (foreign direct investment)
• in 2014, it was named the capital of innovation for the EU

Question 9

evidence of failure

Answer 9

• 12.8% of citizens, argue that the access to housing is a serious problem
• 7.4%, say that traffic and congestion is a major problem within the city
• tourism levels peaked in 2016 at 9.07 million, but declined to 8.88 million in 2017
• gentrification is causing thos with less to move into more deprived areas