barcelona Flashcards
1
Q
need for rebranding
A
- occupied for over 2,000 years
- port town - industrial
- over crowding due to industrialisation
- got a reputation for being run down/ antisocial
2
Q
role of rebranding/ government
A
- 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
3
Q
role of sport
A
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
4
Q
role of culture
A
- architecture of antoni guadi = recognition from world heritage and UNESCO
- used to present the city as vibrant and creative
5
Q
role of businesses
A
- 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
6
Q
rebranding in north
A
- 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.
7
Q
rebranding in south
A
- 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
8
Q
evidence of success
A
- 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
9
Q
evidence of failure
A
- 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