Cornwall

Why dncs It nccd tn Rcbrand?

- armIng = IaIIing piicos, inpoiling
food, vilhdiaving ou sulsidios.
- grIcu!tura! changc
- gcIng pnpu!atInn
- ack nf affnrdab!c
- ack nf transpnrt
- InIng
- IshIng
Prnjccts undcd by ObjcctIvc 1

Edcn Prnjcct
- arch 2001
- 2 mI!!Inn vIsItnrs In 1
st
ycar
- !! staff rccruItcd !nca!!y 600 jnbs
- nf staff wcrc prcvInus!y
uncmp!nycd
- 'IsItnr spcndIng, avcragc 10
- ccnmmndatInn arnund thc sItc
Incrcascd
- %raffIc !cvc!s = cnngcstInn, nnsIc
pn!!utInn, aIr qua!Ity
5nuth Wcst I!m 5tudIns
- arch 2001
- 2002
- ccdcd mI!!Inn tn
buI!d
- cvcr cnmp!ctcd, wcnt
bankrupt
- Wnu!d havc madc 200
jnbs
JamIc O!Ivcr's 1
Rcstaurant
- %raIns dIsadvantagcd
pcnp!c (16-21)
- c!cbrIty sn draws In
pcnp!c
- nt that Inf!ucntIa!
ObjcctIvc Onc undIng
Invoslois slail lho piocoss
lhon appIy foi oquaI
anounls fion olhoi
souicos. (Malch funding)
y oljoclivo funding
Othcr 5tratcgIcs
- crItagc tnurIsm
- PrnmntIng cnvIrnnmcnta!
frIcnd!y !IvIng
- arm dIvcrsIfIcatInn
Kcy P!aycrs
EU, 5nuth Wcst Dcvc!npmcnt gcncy
- Civos nonoy lo sol up oljoclivo ono
funding schono
nrnwa!! crItagc %rust
- !ionolos hoiilago louiisn
I!!cnnIum nmmIssInn
- $ponsoiod lho Ldon !iojocl
rccn PcnInsu!a
- !ionolos ionovalIo onoigy,
iosoaichos and nanufacluios.
ay On
Vye

Why dncs It nccd tn

Rcbrand?
- ocIino in agiicuIluio duo lo
nachinoiy
- raIn draIn 5tratcgIcs
- 1988 !Itcracy fcstIva!, 1000s
camc, turncd thc tnwn Intn a
bnnk tnwn
- cw bnnk shnps + famnus
spcakcrs
- Prnmntc cnvIrnnmcnta!!y
frIcnd!y (gnnd cncrgy)
P!aycrs
- RIchard nnth = KIng =
docIaiod hono iuIo, sol up
look foslivaI.
- 5pnnsnrs = Cuaidian
$ky ails lioadcasl
TyioIIs ciisps
as It bccn 5ucccssfu!?
- ttractcd famnus spcakcrs
(Jnhn IrvIng)
- 2 fcstIva!s - $unnoi and
Winloi
- 80,000 vIsItnrs nvcr 10 pcrInd
- %wInncd wIth %Imbuktu
%cchnIqucs
- IntcrvIcws, qucstInnnaIrcs,
vIsItnrs survcy, cnvIrnnmcnta!
survcys, atmnsphcrc nf p!acc

- !ngs, fnrums, wcbsItcs,
vIsItnrs numbcr, avcragc
Incnmc
onoon
Olympics
ower ea
Valley

Why dncs It nccd tn Rcbrand?
- o jols foi young poopIo.
- Lack of affoidalIo housing.
- $ovago in iivois.
- Ovoi ciovding
Ity nf 5pnrts can:
- Inpiovo Infrastructurc
- Majoi calaIysl foi
rcgcncratInn
- Moio tnurIsts, hntc!s, EQ
bcttcr
%hc amcs -ad
- nIsc pn!!utInn
- nngcstInn
- nrc pn!!utInn whI!c buI!dIng
- abItats dcstrnycd
- u!turc?
PrImary Ic!dwnrk
- QucstInnnaIrcs nf !nca! pcnp!c
- IntcrvIcws wIth busIncsscs
- EnvIrnnmcnta! qua!Ity survcy
- and usc mappIng
- Intcrnct b!ngs, fnrums = tn scc
thc rcactInn
cncfIts nf O!ympIc Park nn nwcr ca 'a!!cy
- uch nf thc va!!cy Is dcrc!Ict
- Watcrways In vcry bad qua!Ity
- argcst ncw urban park
- ,000 cw hnmcs
- Imprnvcd transpnrt !Inks
- Wnr!d c!ass facI!ItIcs fnr !nca!s
- Emp!nymcnt and busIncss nppnrtunItIcs
- Park!and wI!! rcstnrc rccrcatInna! and ccn!ngIca!
rn!c nf rIvcr va!!cy
- cw rnads, brIdgcs, fnntpaths wI!! hc!p brIng
tngcthcr cnmmunItIcs
Kcy P!aycrs
IntcrnatInna! OrganIsatInn:
- %hc IntcrnatInna! O!ympIc nmmIttcc
- %hcy dccIdc whn hnsts thc gamcs
UK nvcrnmcnt
- nndnn Dcvc!npmcnt gcncy
- RcspnnsIb!c fnr ccnnnmIc and urban dcvc!npmcnt
- nndnn OrganIsIng nmmIttcc nr thc amcs
- OrganIsIng thc gamcs, cvcnts, ath!ctcs, drug tcstIng
RcgInna! nvcrnmcnt - nndnn sscmb!y
- aynr nf nndnn, !cadcr nf asscmb!y, nrIs Jnhnsnn
- nntrn! nvcr transpnrt and Inf!ucnccs pn!Icy and
p!annIng dccIsInns
- %ranspnrt fnr nndnn
- akcs surc that pcnp!c can gct tn thc gamcs quIck!y
nca! nvcrnmcnt
- nndnn nrnugh nuncI!s arc affcctcd by O!ympIcs
- %hcy cnnsIdcr thc p!annIng app!IcatInn fnr apprnva!
- EstImatcd cnst: 2 bn
- nst In arch 18bn

#ebranoing
Strategies
Rural
CORNWALL/HAY ON WYE
Urban
BRMNGHAM
- Off farm dIvcrsIfIcatInn og painllaIIing

- OrganIc crnps

- Rura! cncrgy og IocaI soIai, vind luilino
piojocls

- Rura! Industry og spociaIisl fuiniluio, jovoIIoiy

- On farm tnurIsm og fishing, iiding, l&l

- 5pccIa!Ist fnnd prnducts og ovon cioan
- rcatc sustaInab!c ItIcs og Cuiilila

- Imprnvc qua!Ity/rangc nf rctaI! og
iininghan

- %hcmcd cvcnts og xnas naikols

- Imprnvc Pub!Ic %ranspnrt

- Encnuragc Rc-UrbanIsatInn

- 5pccIa!Ist arcas og china lovn, food cilios

- Usc nf spnrt, art and cu!turc
Must nclude:
An environmental focus
A social focus
An economic focus
A political focus
irmingham
U#

Why dncs It nccd tn Rcbrand?
- 5uburbanIsatInn = Cadluiy Iacloiy
oponod 6kn avay fion cily conlio.
- !nsc nf car manufacturIng = $piiaI
of docIino.
- %nwcr b!ncks = 6Os housos
doslioyod, connunilios liokon up, nass
conciolo lIock, poopIo halod lhon.
RcbrandIng 5tratcgIcs
hangIng buI!t cnvIrnnmcnt:
Tho culo (officos, shops, a holoI and a
'skyIino' ioslauianl). IinaI phaso of
Tho MaiIlox dovoIopnonl.
IcnnIc uI!dIngs
uIIiing = oponod in 2OO3, cosl 53O
niIIion. Thoio voio 36 niIIion poopIo
in
sl
yoai.
u!tura! DIvcrsIty
China Tovn, 24houi cafo lais.
EnvIrnnmcnta! Qua!Ity
Moio gioon spacos, cIoan cannoI,
iocycIing syslon.
acI!ItIcs fnr Igh PrnfI!c Evcnts
Icc () $ynphony HaII

%cchnIqucs
- QucstInnnaIrcs
- EnvIrnnmcnta! survcys
- PcdcstrIan cnunt
- %raffIc cnunt
- Qua!Ity nf buI!dIngs
- 5ucccss nf tnurIst attractInns
EvIdcncc fnr succcss
- IntcrvIcws = Mosl poopIo
said lhoy Iikod lho changos.
- EnvIrnnmcnta! qua!Ity = OK
lul lolloi in luIIiing and
naiIlox.
- argc sphcrc nf Inf!ucncc =
poopIo cano fion ov Yoik
lo shop.
- any tnurIsts
- WIdc varIcty nf shnps
- P!acc chccks shnw pnsItIvc
rcsu!ts
EvIdcncc fnr !ack nfsucccss
- 5nmc cnvIrnnmcnta! qua!ItIcs
wcrc vcry bad
- %raIn statInn was pnnr
qua!Ity
- rnm IntcrvIcw = graffItI
- Pub!Ic transpnrt systcm pnnr
- hIncsc quartcr nnt authcntIc
u!!rIng.
- Rcdcvc!npcd In 2003
- nst 03 mI!!Inn
- 8,000 jnbs
- 3 mI!!Inn vIsItnrs In 1
st
ycar
-
%ime to
#ebrano

!laces Rebrand
Because:
2_ Decline in primary
and secondary
industries
1_ Growth in tertiary
sector: Tourism
Banking
Knowledge
Why Different
Areas Rebrand:
Cities = CBD
naccessible = to the
outside, congestion.
Competition = Companies
find it cheaper in the
suburbs as closer to staff
and customers.
Expensive = Cost of
development and upkeep.
!erceived as dirty,
unsafe, poor
development
- High upkeep costs.
- Loss of retail from
CBD.
- Loss of businesses
Countryside
Lack of affordable housing = 2
nd
homes bought by city
people pushes the prices up
Brain Drain = Young generation want to go to work in
the city.
Agricultural = Diseases, cheap imports, low wages.
Lack of Transport = public transport is infrequent and
expensive as well as car ownership.
Less 8ervices = compared to city
Fieldwork /
Research
"uantitative Data
Mathematical
techniques
"ualitative Data
8ub]ective,
descriptive.
8ampling
8ystematic = values
are selected in a
regular way.
8tratified = divided
into categories and
then sampled