booklet 4

• agents of change/ place makers

  people that impact on a place whether through living, working or trying to improve the place

  examples:

  residents, community groups, corporate bodies, multinational corporations, central and local governments, the media
• Stakeholders


  different people and groups involved in regeneration are known as stakeholders
• Social


  - to change negative stereotypes

  - to encourage people to move, live and work in an area
• economic


  - to attract inward investment

  - to improve job opportunities
• environmental


  - to improve quality of built environment by removing derelict buildings, redeveloping wasteland ect

  - to clean up neglected waterways and open space, making way for recreation
• political


  - to raise status of place which can in turn give political gain

  - to rebrand, make more attractive, possibly attract inward investment, and improve lived experience of people
• beautification


  process of making visual improvements to an area
• re-imaging


  Making a place more attractive and desirable to invest and live in or visit
• rebranding


  The way or ways in which a place is re-developed and marketed so that it gains a new identity.

  can attract new investors and visitors.

  may involve both re-imaging and regeneration
• Regeneration


  long term process involving redevelopment and use of social, economic, and environmental action to reverse urban decline and create sustainable communities
• Llandudno , North Wales - Alice Town


  example of heritage tourism
• Alice town - why was rebranding needed?

  to promote heritage tourism

  town had links to Alice in Wonderland

  traditional victorian resort - making it modern makes it more appealing to tourists
• Alice town - who were the agents of change?

  - The Alice Liddell Innovative Community Enterprise LTD (ALICE LTD)

  - Conwy Council

  - Visit wales

  - EU funding
• Alice town - what have they done?

  - guided walk around new sculptures and other highlights of Llandudno

  - digital animation and 3D figures through the app and trail

  - Alice Day in May

  - Brass Rabbit Footprints (guide)
• Alice town - assess the success of the rebranding

  - all profits made where reinvested in community projects and helped fund new businesses/jobs (looking glass ice cream parlour), increases tax revenue and economy

  - reminds locals of history and visit new areas

  - Alice day, increases community, start of victorian extravaganza, increase visitors

  - Sculptures seen as pointless, garish
• Place marketing


  marketing or public relations (PR) companies may be employed by national and local governments to improve or create positive perceptions of a place
• strategies of place marketing

  - social media advertising, invite influencers to the area

  - local advertising, events newspapers and magazines

  - websites, showing attractions of the area
• corporate bodies


  an organisation or group of people that is identified by a particular name

  examples include:

  - institutions

  - businesses

  - non profit enterprises

  - government agencies

  many will have an interest in the place, but some may want to manipulate perceptions of the area
• gentrification


  the buying and renovating of properties often in more run-down areas by wealthier individuals
• example of gentrification - portland road

  Portland Road:

  - older housing

  - individual properties that have been bought and done up
• how do shopping centre designers attempt to manage the movement of customers?

  use many different techniques

  - pump smells throughout the shop, eg fresh bread

  - music manipulation

  - positioning both of and within the shop

  - lighting

  - entire layout of the shopping centre

  these all help to maximise the footfall and spending of customers
• how shopping centres get people to stay longer and spend money in high end shops

  - using mirrors in shop windows to slow people down

  - using rounded spaces which are 'containing' to keep people in the area and make them walk round, increasing footfall
• Flagship developments


  significant, high profile and prestigious land and property developments that play an influential and catalytic role in urban regeneration.

  eg - The Bulllring, Birmingham

  - this was built to attract inward investment and tourism which will bring businesses to the area, boosting the local economy

  - £500 million investment
• Stakeholders


  the different people and groups involved in regeneration

  may include:

  - local council

  - central government

  - town planners, developers, construction companies

  - local residents, communities and local charity groups

  - conservationists

  - heritage organisations

  - retail companies
• What is the difference between a stakeholder and a place maker?


  Stakeholder is someone involved in the regeneration whereas place maker impacts a place by living or working there