5.C - CASE STUDY of a place that has undergone rebranding Flashcards
1
Q
why did barcelona need to rebrand?
A
- barcelona’s maritime heritage
- 19th century industrialisation = cotton, cork, iron and steel, ship building and wine
- population grew rapidly in 19th century from 115,000 to over 500,000 and reached 1 million by 1930. became noted as a centre for culture
- second half of 19th.c. saw resurgence of support for a separate Catalan identity
- general franco = dictator post war = catalan culture was suppressed
- architecture was not well kept and it lost its vibrant spirit = image was rundown and weary
- ageing port city.
2
Q
what have the GOVERNMENT done in barcelona?
A
- following the end of Franco’s regime, Barcelona gradually reclaimed more democratic rights including the ability to make decisions about the management of the city
- the local authority began regeneration w/ a seven yr plan starting in 1980
- this focused on 140 small projects providing more piazzas (public sqs) and better housing, transport routes, schools and hospitals
- they attracted the Olympics in 1992 (legacy of this is what created the change)
- CITY WIDE SCALE
3
Q
what have BUSINESSES done in Barcelona?
A
- business community and municipal govt have built barcelona’s reputation for services, innovation, the knowledge economy and entrepreneurship (district 22)
- nov 2010 - a new “strategic metropolitan plan of barcelona - Vision 2020”
- key 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 and business growth.”
- looks to develop a lead in sustainability
- 2014 = title of “European Capital of Innovation” by the EU
- attracting FDI
4
Q
what have PRIVATE UNIVERSITIES done in Barcelona?
A
- a private university has been constructed and some streets house art galleries and high quality food shops
- much of the change is associated w/ gentrification as high socio-economic status people have moved in
5
Q
what have FLAGSHIP HOTELS done in Barcelona?
A
- attract tourism (driver of success)
- private investment can be seen in 2 flagship hotel projects
- barcelo raval hotel built in 2008 has an “avant garde” design
- it rises high above its surroundings + reprents a sig. financial committment to the area’s rebranding
- casa camper hotel has refurbished an old stone building and claims that its “old age shines on the outside, youthful good looks blush w/in”
6
Q
what have the EU done in Barcelona?
A
- smaller scale
- new housing and student accomodation has been introduced
- scheme cost $5 bill (80% came from EU funding)
7
Q
how has rebranding altered people’s perception of Barcelona? TOURISM
A
- tourism (previously worth less than 2% of the city’s pre-olympic GDP) is now worth 12.5%
- barcelona’s airport handled 2.9mill passengers in 1991, figure has risen to 21 mill
- 1.73 mill tourists to 9 mill
- 8.9 mill tourists staying in hotels in 2017 (increased by 7 mill since 1990)
8
Q
how has rebranding altered people’s perception of Barcelona? RANKINGS
A
- international consultancy firm EY ranked Barcelona as the 8th most attractive european city for investors
- barcelona is no.1 in europe for business conferences
- went from 11th best city to 6th (1990-2001)
- world’s 6th most powerful city brand
9
Q
what evidence is there that rebranding has been successful in Barcelona?
A
- unemployment dropped dramatically from 127,000 in 1986 to 69,000 in 1992
- Olympic infrastructure has thought to have provided over 20,000 permanent jobs (long term change! success of legacy rebranding!)
- world’s 6th most powerful city brand
- consistent cooperation between public and private sectors
- 2015 £250mill of FDI raised (lots of investment)
10
Q
what evidence is there that rebranding has not been successful in Barcelona?
A
- access to housing has become the main problem that the city of barcelona has according to 12.8% of citizens of Barcelona
- tourism 10.3%
- sheer number of visitors in the city centre has caused tensions to rise
- illegal rental apartments are frequently blamed for the rise in low cost tourism based around the city centre
- for many loacl residents the overflowing streets are changing the personality of the city
- branding of barcelona as a business destination (pending issue)
11
Q
why did the La Raval district need rebranding?
A
- until recently it was one of the most densely populated urban areas in the world
- textile industry, brick making, abbatoirs and the tanning industry = polluting industries
- alongside there were tenent blocks which housed workers
- the area closest to the port contained China town = immigrants first settled
- they took advantage of the very cheap lodgings in the run down tenements and easy access to informal employment
- area w/ a reputation for illicit activities
12
Q
what key rebranding strategies were used in La Raval?
A
- numerous flagship buildings = Museum of contemporary art. international reputation
- a private university was built
- streets house art galleries, coffee and wine bars, restaurants and high quality food sho[s
- much of the change is associated w/ gentrification
13
Q
how was PORT OLYMPIC part of Barcelona’s rebranding?
A
- the athlete’s village was located on the waterfront
- the city used the game to generate city-wide redevelopment and to renovate run-down areas such as the harbour and beaches
14
Q
how was DISTRICT 22 part of Barcelona’s rebranding?
A
- centre for innovation
- “position the city as one of the most attractive and influential european regions for innovative global talent and as the best seting for economic and business growth”
15
Q
how was THE SAGRADA FAMILIA part of Barcelona’s rebranding?
A
- the sagrada familia is visited by thousands of tourists each year
