rebranding strategy - Barcelona

• why was rebranding needed in Barcelona?

  1936-39

  - Spanish civil war 1936

  - city taken over by nationalists

  - architecture not well maintained, run down image - lost vibrant spirit
• what strategies were used?

  - LA 7 yr plan 1980s > 140 small projects providing more piazzas and better housing, transport routes, schools & hospitals

  - 1992 Olympic Games > used to regenerate city wide redevelopment and to renovate rundown areas such as the harbour and beaches. key to reasserting Catalan pride + identity

  - art galleries, museums, restaurants, cafes, architecture and public spaces used to promote the city as one of the most vibrant + creative places in Europe
• what were player's role and influence?

  - businesses + municipal gov built a rep for services, innovation, the knowledge economy and entrepreneurship

  'strategic metropolitan plan of Barcelona - vision 2020'

  > aim was to position the city as 'one of the most attractive and influential European regions for innovative global talent and as the best setting for economic & business growth
• how has rebranding altered people's perception of Barcelona?

  - seen as an attractive place to study, visit and live in

  - centre of 21st cent business innovation
• has rebranding been successful?

  - indices of employment, edu, health, crime all show both physical and socio-economic gains for locals as well as visitors

  - is it sustainable?
• describe the housing of raval area


  - inner city

  - cheap lodgings in run down tenements, easy access to informal employment in the docks

  - southern raval overcrowded residential areas and old derelict factories

  - new housing contracted for residents displayed

  - student accommodation occupies refurbished buildings

  - scheme of 5 mill euros 80% from eu
• describe the demographic of raval

  - lots of students

  - private uni with high quality amenities

  - lots of culture (buildings such as museum of contemporary art)
• describe the environment of raval

  - nearly 1700 residential and commercial properties were demolished to clear space for a large, tree-lined pedestrianised space

  - v. little street furniture - area for markets + festivals
• has rebranding been successful in raval?

  - wealthy tourists make poorer residents feel excluded from many facilities

  - property prices inc > displaced many

  - protest graffiti from pushed out residents