Rebranding

– The way or ways in which a place is redeveloped and marketed so

that it gains a new identity. It can then attract new investors and
visitors

Re-imaging
– The remodelling of areas to encounter negative perceptions and
provide “post-industrial” functions e.g. retailing, leisure and tourism

Regeneration
– A long term process involving social, economic and physical action
to reverse decline and create sustainable communities
Why Shift to Rebranding?

Expectations of
Criticisms?
Flagship Projects
Social – benefits are
Enhance the image
not enjoyed by all
of a city
residents
Spatial –
concentration on
specific spaces
Catalyst for further
(largely on profit
economic growth
potential) increase
differences between
parts of a city
New and exciting
spaces
Attract new
residents,
businesses and
tourists
Benefits to locals The
reasons
for the decline in industry are:
• It is more expensive to produce goods in the UK than import
from overseas. This includes primary industries, such as
mining, and secondary companies, used for manufacturing
• The UK’s wages were also higher than overseas, which makes
products more expensive
• It caused major unemployment in the North and Midlands

The reasons for the growth of tertiary industries are:

• After the decline in primary and secondary industries, the
government encouraged tertiary businesses to open and
employ people. This includes banking and finance, tourism
and design and IT
• They can locate anywhere, they are ‘footloose’
• They attract people to the area
 Docklands Regeneration

Location

• East London
• From Tower Bridge to Becton

Why did the Docklands decline?

• The Thames became increasingly silted and as the boats got

larger
• They moved to places like Tilbury
• Containerisation meant that fewer docks were needed
• A general decline in manufacturing meant that portside
industries closed down
• Sub-standard and low quality housing, built in 1950s and 60s.
These were built t replace the bomb damaged housing from
WW2

Aims of the London Docklands Development Corporation (LDDC)

• Economically regenerate the area by primarily attracting

private investment
• Physically regenerate the environment of the Docklands to aid
the above
• Improve living conditions and prospects of the community of
the Docklands
 Castleford

Location

• North/Centre England
• Near to Leeds

What is the project and what are its aims?

• Create a new town centre

• Build a new bridge
• Make it modern – architecture
• Re-build parks – garden and play areas

Do the projects involve public participation (bottom up)?

• Local community group – gardens

• Get children involved – design parks
• Architects – design play areas

What are the benefits of the regeneration?

• Safer environment
• Modern
• Everyone is involved

What problems are caused by the regeneration projects?

• People want different things for the community

• Cost
 London and the 2012 Olympics

Costs Benefits
Overcrowding Provides jobs
Pressure on local shops
Income from tickets etc.
due to increased tourism
Huge CO2 emissions
from transporting Media attention for
tourists and construction London
work
Affordable housing
Media attention for
British athletes
Recycle materials
Provide facilities for
future generations
Better transport links
after the Games

Impacts of the Olympics

Economic:
 207 companies have had to move out of Marshgate Lane, Lea
Valley in Stratford. This is going to be the location of the
Olympic Stadium
 Increased commute for some employees but is closer to home
for others
 Businesses have to relocate to accommodate for the new
facilities being built

Environmental:
  The Olympic Park will re-landscape the area of East London
 This will make it more aesthetically pleasing and nicer to look
at in the future
 The electricity pylons are being demolished and new power
lines being put underground

Social:
 Houses have been knocked down and made into the Olympic
Park
 Some people have had to move house just for the Games,
which lasts 2-3 weeks. This has also happened to some people
at the University of East London
 They have broken up a community of homeless and single
people because they have had to relocate away from each
other
 There are plans to make the Olympic Park into affordable
housing for 3000 people after 2012
 Conflict Matrix For the 2012 Olympics:

International London London Olympic Boris Transport

Olympic Developmen Organisation Delivery Johnson for London
Committee t Agency Committee of Authority (Mayor of (TFL)
(IOC) (LDA) the Olympic London)
Games
London 0 won’t be
Developm working
ent together
Agency
(LDA)
London + They both 0 no
Organisati organise the interaction
on Games but might
Committe disagree
e of the
about where
Olympic
Games events are
held
Olympic 0 have no + Have to - Pressure on
Delivery real decide getting the
Authority interaction about village built in
but might developmen time
influence t
them
Boris 0 have to + Have + Mayor 0 they have
Johnson work together decisions in would to work
(Mayor of could be in planning oversee what together
London) conflict or not the LOCOG do
but have no
real
interaction
Transport - TFL made + Because 0 no - Would + Likely to
for London critical of new interaction probably get
(TFL) comments ‘javelin’ want recognitio
about PPP train different n for
during things for changing
Olympic vote transport transport
Four - IOC put + LDA are - LOCOG + They - Work + Increase
London pressure on making the decide where design the together accessibility
Borough councils councils the events new to make to all areas
Councils look better – are held councils London of London
rebuilding councils may together better
etc. disagree
 Walton-on-the-Naze

Location
• A small town in Essex,
• On the east coast of England, on the North Sea coastline
• To the north of Clacton-on-Sea
• To the south of Harwich
• A 30-minute drive to the east of Colchester
• The main roads that access it are the A120, which leads to the
B1336
• The local rivers are the Walton Channel and the Hamford
Water

Background Information

• A traditional English holiday resort

• There are miles of beautiful sandy beaches
• There are many cliffs
• There is an un-spoilt headland, called ‘The Naze’

Options Walton-on-the-Naze has to Re-brand Itself

What? Costs Benefits

New Commuter
Attracts younger people,
Housing
Could become professional people
- expand the town
overcrowded Makes it look better (area
+ renovate older
and housing)
property
Gentrification Could take over the rest
Economies benefit from
- a re-brand to of the smaller businesses
‘London money’ – attracts
attract new socio Middle class could drive
different economic groups
economic groups away other classes
The Sunshine Residents might not want
Builds on its image as a
Coast more tourists to ‘invade’
holiday resort
- upgrade W-o-t- Could become
Good for the economy –
N’s tourist image overcrowded, especially in
increase income into area –
and encourage summer as the weather is
good for small businesses
more visitors good here
Environmental
Value Habitats/species increase in
Could overspend on the
- re-brand W-o-t-N the area
environment and not
on the basis of SSSI – could attract
enough on the people etc.
environmental conservationists to the area
quality
Flagship Could give it a bad image Brings money
Development – increase in gambling A new type of economy
- attract the casino means an increase in debt Provides jobs
market + create etc.
new gambling
hotspots
Retirement Centre
- re-brand the Will require full time Provides jobs
retirement market volunteers But could attract them
+ focus on the Could ‘scare’ away because of a ‘gentler’
over-60s as the younger people/families community
core population
Festival Town
- attract festival Big events could Attracts more people to the
and conference overpower the small town area
market, with – residents might not like Brings money/ economy/
special events this jobs
through the year
Seasonal unemployment might cause:
• Employment is likely to be tourism which may be part-time
and poorly paid
• Low incomes result in low spending power
• Limited business opportunities
• People cannot afford housing – no jobs, therefore no money
• Councils receive lower taxes and cannot invest in
infrastructure and local services – all creating a cycle of
deprivation

Economic and social processes change rural environments

by:
• Encouraging jobs, such as mining, quarrying and forestry, to
take place. These would change the look and components of
the land, making it harder for farmers to use/cultivate foods
afterwards
• Travel links/infrastructure also change the land. For example,
the CTRL cuts through the countryside so that it takes the
quickest route. Also the roads/motorways would alter the rural
areas for this reason too
• Building new houses would alter the land by removing green
areas where the farmers can produce crops
Destination Tourism
• Where people visit a place simply because of a single
attraction
• The hope is that they will then visit others
• e.g. the Eden Project

‘Brain Drain’
• Secure jobs for Uni students

Multiplier Effect
• Increased economic activity that occurs when one business
creates and benefits others
• Increases local economy
 Cornwall

Reasons for Cornwall’s Decline

Primary Employment:

• Farming:
• Falling farm prices – supermarkets seek the lowest
prices from their suppliers
• Importing foods from overseas, where wages and costs
are lower

• Fishing:
• Decline in overall fish stocks caused by previous
overfishing

• Mining:
• Exhaustion of the tin reserves in Cornwall
• A collapse in tin prices caused by overseas
competition
• The strength of the pound has made UK tin more
expensive to buy overseas

• Quarrying:
• Fewer and larger quarries use technology rather than
people to extract the clay, this has resulted in attacks
in the workforce

Low Wages:
• Cornwall has the lowest weekly wages in Britain -
£329.30 in 2005  25% below the UK average
• Poorest borough is North Cornwall (average weekly
wage was £307.60 in 2005)

The Eden Project

Problems:

• Economic:
o Almost all visitors arrive by road, and few by cycle, bus
or rail
o Few use the bus link from St Austell

• Environmental:
o Major source of pollution
o Local lorry drivers have estimated that journeys have
increased by 30 minutes due to congestion
 o 3500 cars fill the car park – generating more CO2
emissions than all other sources in St Austell combined

• Social:
o Could become overcrowded
o Visitor levels have produced huge traffic congestion in
the area

Benefits:

• Economic:
o Created interest in other local attractions
o Provides jobs  400 full-time staff
o Recruit local people
o Reduced unemployment by 6%
o Use local produce (in café and restaurant)
o In the first 3 years tourists spent £600 million
o Each visitor spends on average £150 in Cornwall

• Environmental:
o Good use of a brownfield site – old quarry
o Growing different plant species – they won’t become
extinct
o Increased awareness of plant species
o Takes out (plants use) CO2 from atmosphere (carbon
sinks)

• Social:
o Local produce is bought – helping local
producers/farmers
o Employs local people
o Employs people who are over 50 years old – almost at
retirement age
 Rebranding Cornwall

Jamie Oliver’s Fifteen Restaurant

• Overlooks Watergate Bay

• 100-seater restaurant
• trains local young people in catering skills – from
disadvantaged backgrounds – train at Cornwall College from
January and in kitchens from May

Extreme Sports Academy at Watergate Bay

• targets younger age groups

• courses in surfing, wave skiing and kite surfing
• Watergate Bay hotel (run by owners of the Academy)
 Overlooks Academy and beach
 New restaurant, bar and accommodation
 Open all year
 Employed 50-60 people year round in 2006,
compared to 15-20 in 2003

Jamie Oliver’s Extreme Sports

Fifteen Restaurant Academy
How well does it
It would attract food It attracts new water sports
re-brand
critics/fans fans - modern
Cornwall?
How well does it
It would attract fans of J.O. It would attract water sports
attract new
and food fans/critics experts and novices
tourists?
How well does it
Hotel brings jobs and
bring: Brings money and jobs into
academy brings money to
Economic the area
area
benefits?
Young people have an
Provides jobs to young
Social benefits? attraction
people
Provides jobs
Environmental Sort of blends in with the Uses the natural
benefits? environment environment (sea/beach)
Does it:
Yes – hotel
Provide year
Yes, for young people No – tourism is peak in
round
summer (academy)
employment?
Yes, for the local area and
Improve incomes? Yes, for the employees
employees
Make good use of
Yes, situated in a tourism Yes, uses sea and good
Cornwall’s
hotspot location (hotel)
environment?
Help stop the No, provides jobs for Yes – for chefs
‘brain drain’? disadvantaged teenagers, No – jobs are for surfers etc.
 (teachers), may be from
not those from Uni
college
Yes, for young people –
Improve
Provides a venue for academy
Cornwall’s lack of
entertainment For adults – hotel (bar,
entertainment?
restaurant)
Lobb’s Farm, Cornwall

Background Information

They have diversified by:

• Selling meat and vegetables in its shop – to tourists and local
people
• Having a visitor centre, farm tours and planting trees/plants
that will attract wildlife

• It provides a local supply of meat/vegetables to those tourists

visiting the Lost Gardens of Heligan, with an attraction for
young children

Advantages of Lobb’s Farm Rebranding

• Environmental:
o Attracts new wildlife (new plants)
o Manage/raise beef cattle in a welfare-conscious way
o Reduces CO2 emissions – people nearby do not have to
travel far to get food

• Social:
o Provides jobs
o Gets interest from the ‘Gardens’ and ‘Eden Project’

• Economic:
o Brings money to the area
o Provides jobs
o Buys/sells locally sourced products (Cornish wine,
cheese)
 Rebranding in LEDCs

Cycle of Poverty / Poverty Trap

Subsistence
Farming
(agriculture)

Little
surplus
No investment in
produce
land improvement,
machinery or
materials
Low
income

Most income absorbed

by schooling or
medical bills

How AIDS makes the poverty trap worse:

Subsistence farming  people with AIDS cannot work (less energy)

 cannot farm  can’t produce surplus  no income for schooling
or medical services  cannot get better (no money)
 Sydney Olympics 2000

Impacts
The impacts were…

Short Term Medium Term Long Term

Over $1.2 billion in Tourism received a huge $3 billion investment came

conference business boost: 1.6 million additional
came to NSW between tourists spent $6 billion in
1993 and 2007 2001, turning the 2000
Olympics into a profit-making
event
20% of Olympic Other income included
spending went to broadcasting rights ($1.1
businesses in NSW, the billion), sponsorship ($680
state in which Sydney is million) and ticket sales ($600
located million)
to Sydney, including $2
billion worth of permanent
sport facilities
Over $6 billion was spent on
infrastructure, e.g.
redesigning Sydney’s airport
The Olympics helped
Australians to compete for
projects overseas. The
Australian firm Multiplex
built the new Wembley
Stadium in London

How ‘Green’ was they?

‘Green’ Rules Score Out Of 5

Use brownfield, not 3
greenfield sites
Use existing materials, 5
rather than build from
scratch
Design and use ‘green’ 4
buildings and materials
Minimise the impacts of 4
Olympic events on residents
Minimise waste, and recycle 4
wherever possible
Protect native ecosystems 3
Make Olympic sites 4
accessible by public
transport
Manage water sustainably 4
Uses energy efficiently 5
Create an amenity for people 4
Reduce past contamination 4
Cut the use of CFCs in 2
cooling drinks
Total 46/60