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Urabn Re-imaging (Spectacular Events (characteristics: large scale, heavy…
Urabn Re-imaging
Spectacular Events
characteristics: large scale, heavy financial investment, logistical support & manpower. maybe intensive marketing & publicity
'+': expose cities to global audience + provide opportunities for local gov.s to spend $ & effort, to improve existing infra
sports, conventions & meetings (ASEAN summit), commercial exhibitions & fairs (World Expo)
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'-': highly speculative ventures (high risk of loss) but most cities have no choice but to compete, to stay ahead of game
econ: Commonwealth Games in Manchester 2002. 570M pounds direct investment. rate of return 300% of initial investment
env: 2012 London's Olympic Park: facilities are 44% more energy efficient, use 40% less water. created on contaminated industrial land that has been cleaned up
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social: 2012 London Olympics drove up house prices (>60% in 2 years)-> lower SoL. 380 local co.s were driven out/relocated
Liverpool Case Study
Flagship
Liverpool One retail & office dev., Museum of Liverpool
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social: pop. increased from 10,000 in 2002 to 36,000 in 2012. 10% rise in arts audience visiting museums & galleries each year
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Intro
all cities have images, depend on how ppl perceive them
image: objective (location etc.) + subjective (atm, safety etc.)
reimage due to '-' image or failing to attract sufficient investment (which is impt, in order to compete on national, regional & int'l scale)-> generates EG
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3 elements: artefact (env.), essence (social-QoL), positioning (econ.-wealth, employment)
City Marketing
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promo of an appealing urban image may involve physical reconstruction (flagship), re-emphasis of neighbourhood identity (culture) or creation of 24h city
24h city: replaces rigidity of urban life w/ more flexi notions of daily activity cycle. alter perceptions of city being deserted, unsafe @ night e.g. NY, Tokyo
publicity: brochures, guides, press ad.s, recognisable slogans (NY- The City That Never Sleeps) & city logos (I <3 NY)
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Conclusion
reimaging: many stakeholders: gov.s, their org.s (tourism boards), corporations (banks), NGOs, local communities
multi-pronged approach may be needed for reimaging. success largely reliant on gov., who needs strong political will. diff perspectives should be considered. while recognising limitations, cities have no choice but to project themselves '+'ly in int'l media, to remain competitive
Property-Led
Flagship Dev.s
characteristics: large scale, eye-catching, postmodern architecture
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'+': economic magnets: attract ppl (tourists), spending, investments & jobs
act as impt symbols of rejuvenation & icons ard which new images might be constructed e.g. Cheong Gye Stream (Seoul transformed from polluted metropolis to eco-friendly city)
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assembly of finance, land, building materials & labour to produce/improve buildings for occupation & investment purposes
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