rebranding - birmingham

Created by

olivia thorley

Cards (29)

why was rebranding needed in birmingham
rebranding needed because
people saw it as a deindustrialised area
connotations of jobless and unintelligence
lots of old factories and derelict housing
low quality housing, especially in inner city
high levels of air and water pollution
lost all its investment
how did birmingham rebrand itself - birmingham smithfield (CURRENT)
£500million development incorporating a major shopping centre, 2000 new homes and the midland metro tram line connecting it to the new HS2 station in 2026
what players were involved in the birminghams rebranding in early 200s 
local and national government
local community
architects
planners
private investors
TNC's
local businesses
how were local governments involved in rebranding of birmingham
promoted city region
created Star City retail development
attracted inward investment for construction of NEC and expansion of airport
built A47 link road
regenerated old industrial areas around old Nechells power station
Aston pride set up in 2001 with £54 million to cover 3 areas
aston pride 3 areas - local government role in birmingham rebranding
health and regeneration - £400k on Aston Pride Community Health Centre = decreased poverty due to not working due to illness
employment and business - help local young people through work experience programme and dedicated guidance teams
education and life long learning - broadband centres set up to give local people internet access
how were national governments involved in rebranding of birmingham
city challenge and single regeneration budget - help places access funding for development
motorway hub - M1, M5, M6, M40 and M42 link nearby
HS2 - phase 1 links Birmingham with London in 50 mins - £20 billion
how did city council help in birminghams rebranding
has an international and EU affairs team seeking to promote birmingham beyond the UK to gain funding
£235 million secured for 2014 - 2020 from EU social investment fund
money from EU regional development fund has gone into improving insulation in run down social houses and building small premises for start up SME's
how were the EU funding projects involved in birminghams rebranding
ERDF helped pay for large scale infrastructure projects such as HS2 - £74 million design for phase 1
ERDF - helped improve social housing insulation and provide premises for start up SME's
EU social investment fund - £235million 2014 - 2020
funded part of ICC and symphony hall 1991
overall TOP DOWN and FLAGSHIP
how do planning and flagship developments help rebranding as a whole
act as catalyst for socio-economic change
more public places such as centenary square
refurbished victoria square
how has the ICC and symphony hall helped birmingham rebrand
symphony hall home to City of Birmingham Orchestra - key cultural player
convention centre attracts conferences both nationally and internationally
hotels, restaurants and leisure facilities benefitted from spending = positive multiplier effect
how has the national indoor arena contributed to rebranding of birmingham
attracts large sporting events - 2003 indoor world athletics championship
how have universities contributed to birminghams rebranding
4 unis = 50,000 students
brings significant wealth to area
employ large numbers of people
student spending
how has the city environment impacted birminghams rebranding
environment majorly improved
streets pedestrianised with street furniture and trees
regeneration of locations such as Gas Street Basin and Brindley Place
how has the bull ring impacted birminghams rebranding
europes first major indoor shopping centre
refurbished since
selfridges department store
how has transport helped birminghams rebranding
main rain station (new street) transformed by £700 million investment - network rail, private developrs and retails such as John lewis = grand central
employed 1000
how has HS2 impacted birminghams rebranding 
national government flagship transport development
phase 1 links london directly to birmingham
involves both local and national government
brings further socio-economic growth
more investment into birmingham as only 50mins from london
also involves TNCS
how have private corporate bodies helped birminghams rebranding
often provide the money
bull ring - selfridges and other major retail chains found here
barclaycard centre - lots of hotels and restaurants built up around area
universities
new street station and grand central
use of top down, market led and flagship
how have local community groups helped rebrand birmingham
canal and rivers trust 2012 - oversee canal system
ensure heritage and culture of area is maintained alongside economic and social regeneration
how have NGO's helped rebrand birmingham
National trust and birmingham conservation trust - bought and restored a row of houses in centre of birmingham
opened to public in 2004 as interactive heritage museum
become cities top tourist destination with 30,000 visitors a year
Gas street basin rebranding strategies and essences used 
local community
heritage
bull ring rebranding strategies and essences used 
flagship
architecture
retail
5 key areas around the ring road
victoria square
centenary square
gas street basin
bull ring
millennium point
pros of ring road in birmingham
easy access to places for shoppers, tourists and business people
potential investors only see improved areas when visiting
less money needs to be spent on city transport
cons of ring road in birmingham
locals may dislike all the money only being spent in the city centre
lack of amenities for locals, those on low incomes and families
heritage groups and locals may worry that old buildings will be destroyed losing culture and community spirit
people feel too much money spent on flagship/statement architecture rather than on useful buildings
why are some people happy with birminghams rebranding
they like the new buildings and transformation of central birmingham
moving with the times
city no longer seen as dirty and industrial
more shopping, culture and clubs
old and new history mixed together
these people tend to be of higher socio-economic status
why are some people not happy with birminghams rebranding
see it as losing its culture
think previous design of bullring was better and more convenient
loss of community spirit - especially those in lower socio economic groups
taking away the markets has lost culture
rebranding of birmingham - millennium point
£155 million
opened 2002
example of arts and heritage rebranding
KEY PLAYERS IN BIRMINGHAMS REBRANDING 
city council
£275million for birmingham smithfield
shop owners
retailers
john lewis - opened £35million department store
selfridges pledged £20 million in modernising their existing store - most photographed building in birmingham due to its curved exterior
westminster
added £22 million to cities £375 million local growth funding budget
how successful has rebranding in birmingham been
city's visitor economy has grown by over 11% in the past six years
34million visitors a year = £5 billion a year to local economy
2022 = 45 million visitors contributing £7.9 billion