Changing places case studies Flashcards
What case study do you use for rebranding?
Amsterdam
Why was Amsterdam’s reputation threatened?
- Greater competition from other cities.
- Social + economic decline in some areas
- Reputation for allowing soft drugs + prositution was seen as inappropriate by investors.
- Failed bid to host Olympics.
How did Amsterdam overcome the threats against it’s reputation?
‘I Amsterdam’ slogan:
- Clear, short, powerful
- Large 3D sculpture put in front of famous museum - photographed by tourists + put on social media.
- Resulted in increased tourism + is now one of the top 5 European cities.
What case study should be used for re-imaging?
Liverpool
What issues were Liverpool facing?
- Deindustrialisation caused economic activity to slow down
- Derelict industrial buildings made up most of the city
- Reputation for rioting + violence developed in 1980s as a result
- 40% of population lived in poverty from 1970s-2000s
How did Liverpool respond to issues?
Re-imaging
- Over £2 billion invested from public + private sector into city centre
- Merseyside Development Corporation slogan ‘There’s life in the old docks yet’
- Turned derelict warehouses into Tate Liverpool art gallery
- Focused on ‘selling its past’ - eg. the Beatles
- Won the title of European Capital of Culture in 2008.
What is reimaging?
Changing the existing negative perceptions of a place.
What groups were involved in the re-imaging of Liverpool?
Liverpool Vision Urban Regeneration Company
Merseyside Development Corporation
What case study should be used for urban regeneration / an example of multiple groups working together?
Birmingham Jewellery Quarter
What were the issues facing the Jewellery Quarter in Birmingham?
Decline of manufacturing in Britain in 1970s resulted in derelict factories.
What groups were involved in the regeneration of the Jewellery Quarter in Birmingham?
- Public partners funded by central government
- Local government/Birmingham City Council
- NGOs eg. Friends Groups
- Private developers eg. SPACE
- Local residents
Describe the role of public partners in the regeneration project in Birmingham:
Hylton Street Development
- Multiple government-funded agencies working together
- Encouraging graduate designers + manufacturers to stay in the city by providing affordable housing + workshops.
Describe the role of Birmingham City Council in the regeneration project:
Big City Plan
Plans to build ‘the Golden Square’ to host public events and exhibitions
Describe the role of private investors in the regeneration project in Birmingham:
Society for the Protection of Artistic + Cultural Enterprise - SPACE
Refurbished derelict buildings to create offices + workspaces for arts, media + creative enterprises
Describe the roles of NGOs in the regeneration project in Birmingham:
Friends Groups
- Local residents refurbishing + maintaining local cemeteries
- ‘Adopt a grave’ scheme
- Aim to clean-up area
