Birmingham Rebranding Flashcards
Why did Birmingham’s Architecture mean it needed rebranding?
It failed at using the modernist approach of architecture which made Birmingham a city of concrete, steel, and glass
Why did Birmingham’s past mean it needed rebranding?
The area used to be very industrial with it being the the home of rover meaning many people still saw it as such. This lead to few people moving into the area or visiting it as tourists causing Birmingham to go into a spiral of decline.
What did Birmingham develop/ redevelop to rebrand itself.
Birmingham Smithfield, National Exhibition Centre (NEC), Millennium Point, Bullring Shopping Centre, Mathew Boulton College.
Birmingham Smithfield
£500 million development which built a major shopping centre, 3000 new homes, 1 million sqft of office space, green spaces and tram line which would connect it to HS2.
National Exhibition Centre (NEC)
New exhibition centre near Birmingham International Airport meaning it is convenient for tourists.
Was controversial for being built on greenbelt land.
Millennium Point
£155 million redevelopment of a multi-use meeting and conference venue. Included building 100 new offices and is an example of arts and media regeneration.
Bullring Shopping Centre
New shopping centre costing £530 million.
35 million visitors in the first year.
Created 8000 jobs.
Matthew Boulton College
£40 million development of a new building for Matthew Boulton college in Eastside Learning Quarter. The college offers over 500 courses to 7,000 students
How much did Birmingham City Council give for the Birmingham Smithfield Project
Provided £275 million funding for Birmingham Smithfield
Why were shop owners against the redevelopments
Some had to move which they though would impact on sales
How did big retailers help with rebranding?
John Lewis built a new £35 million department store.
Selfridges pledged £20 million in modernising their existing store which was the most photographed building in Birmingham
How much funding did Westminster give
Contributed £21.4 million to Birmingham’s local growth funding budget
Success of rebranding
11% growth in visitor economy, 33.8 million visitors, £5 billion contribution
