For a place you have studied that has successfully been rebranded, evaluate the strategies
used in the place-making process. [20 marks]
On one hand, it could be said that the most effective strategy for Liverpool’s rebrand has been the focus
on maximising development, regeneration and investment as it creates an economic multiplier across
the city, encouraging growth and better quality of life. However, it could be said that this strategy may
not have been the most effective, as some may argue that instead, a wave of gentrification has swept the
city- removing its culture and removing history that may be of interest to tourists. Gentrification is
typically defined as a process by which a poor part of a city experiences an influx of middle-class or
wealthy people who renovate and rebuild homes and businesses and which often results in an increase
in property values and the displacement of earlier, usually poorer residents, resulting in disparities and
tensions across the city. Instead, the most effective strategy has been the European Capital of Culture, as
it encouraged numerous projects not just concentrated on the central business district (unlike many
projects we see across the city like the Liverpool One) , but across Liverpool. This lead to less economic
disparity and better economic output- even for locals which has helped shaped the city for a better
future.
The focus on maximising development, regeneration and investment has been highly successful in many
ways. In an economic climate where many high streets continue to experience footfall and sales
decreases, these projects have been successful in reversing this effect. This is because they focus on the
visitor economy and cultural strengths, as well as core economic sectors and growth drivers. This means
that, with a growing wave of urban tourism, more and more people recognise the demand for exploring
Britain’s historic cities. Therefore, by capitalising on this, so many economic areas can be developed; the
tourists will need several amenities creating demand. This then means that the tourists will need
transportation and places to visit- they travel around the city spending money, which leads to economic
reinvestment and growth. With this reinvestment, as investors have seen the increased footfall in the
city, they are enticed to invest in other parts of the city. This has then led to more development projects-
an example of this would be Knowledge Quarter- a 500 acre development expected to deliver £310
billion by hosting some of the world's leading players in health. STEM, music and creative arts. Following
the riots earlier on in Liverpool (1980s), which led to deprivation and many people leaving for better
opportunities, the initial strategy of growth focus has now meant that projects like the knowledge
quarter attract young people that would think about leaving, which then means more money goes back
into the city. With this being said, some may argue that the drawbacks of this strategy outweigh the
benefits- particularly with local residents. With the European Capital of Culture supercharging
development, one of Liverpool’s most historic sites (The Royal Albert docks) received a heavy cash
injection of £70 million pounds. Whilst this may have created over 22,000 jobs, for local residents the
cultural significance of the area has been lost. This is because a study recently done showed the area has
hs an increase focus on high priced residential properties and attracting business, which has led to the
original people living there being priced out of the area. Especially with the Docklands being a key
employer for the working class that now serves an exclusive community, this strategy can therefore
create inequality. Furthermore, the local community for the Docklands, created a plan on how best to go
about regeneration, which was completely ignored. With the working class pushed out, they go to the
outskirts of the city to places like Everton and Kirkby that don’t get much investment because they are
deprived. This then means that the populations of these places increase, and local resources are
stretched, leading to citywide tensions and potential for rioting (like seen in the 70s & 80s). Therefore, to
used in the place-making process. [20 marks]
On one hand, it could be said that the most effective strategy for Liverpool’s rebrand has been the focus
on maximising development, regeneration and investment as it creates an economic multiplier across
the city, encouraging growth and better quality of life. However, it could be said that this strategy may
not have been the most effective, as some may argue that instead, a wave of gentrification has swept the
city- removing its culture and removing history that may be of interest to tourists. Gentrification is
typically defined as a process by which a poor part of a city experiences an influx of middle-class or
wealthy people who renovate and rebuild homes and businesses and which often results in an increase
in property values and the displacement of earlier, usually poorer residents, resulting in disparities and
tensions across the city. Instead, the most effective strategy has been the European Capital of Culture, as
it encouraged numerous projects not just concentrated on the central business district (unlike many
projects we see across the city like the Liverpool One) , but across Liverpool. This lead to less economic
disparity and better economic output- even for locals which has helped shaped the city for a better
future.
The focus on maximising development, regeneration and investment has been highly successful in many
ways. In an economic climate where many high streets continue to experience footfall and sales
decreases, these projects have been successful in reversing this effect. This is because they focus on the
visitor economy and cultural strengths, as well as core economic sectors and growth drivers. This means
that, with a growing wave of urban tourism, more and more people recognise the demand for exploring
Britain’s historic cities. Therefore, by capitalising on this, so many economic areas can be developed; the
tourists will need several amenities creating demand. This then means that the tourists will need
transportation and places to visit- they travel around the city spending money, which leads to economic
reinvestment and growth. With this reinvestment, as investors have seen the increased footfall in the
city, they are enticed to invest in other parts of the city. This has then led to more development projects-
an example of this would be Knowledge Quarter- a 500 acre development expected to deliver £310
billion by hosting some of the world's leading players in health. STEM, music and creative arts. Following
the riots earlier on in Liverpool (1980s), which led to deprivation and many people leaving for better
opportunities, the initial strategy of growth focus has now meant that projects like the knowledge
quarter attract young people that would think about leaving, which then means more money goes back
into the city. With this being said, some may argue that the drawbacks of this strategy outweigh the
benefits- particularly with local residents. With the European Capital of Culture supercharging
development, one of Liverpool’s most historic sites (The Royal Albert docks) received a heavy cash
injection of £70 million pounds. Whilst this may have created over 22,000 jobs, for local residents the
cultural significance of the area has been lost. This is because a study recently done showed the area has
hs an increase focus on high priced residential properties and attracting business, which has led to the
original people living there being priced out of the area. Especially with the Docklands being a key
employer for the working class that now serves an exclusive community, this strategy can therefore
create inequality. Furthermore, the local community for the Docklands, created a plan on how best to go
about regeneration, which was completely ignored. With the working class pushed out, they go to the
outskirts of the city to places like Everton and Kirkby that don’t get much investment because they are
deprived. This then means that the populations of these places increase, and local resources are
stretched, leading to citywide tensions and potential for rioting (like seen in the 70s & 80s). Therefore, to
