Liverpool

Why did they rebrand Liverpool?

• decline since 1930s due to shipping industry between Americas and Old British empire

• Docks too small for modern shipping

• Lost 35% of people in 30 years because younger more affluent people wanted better quality of life, housing in suburbs

What was the Media Image in 1980s

• 1981 Toxteth Riots

• Bleak concrete landscape with little greenery

What is a Flagship Project

A large scale urban regeneration scheme designed to attract investment, residents and toursists to rebrand a city

Where and when was the early flagship project?

1988 - Albert docks

What were the improvements to the early MDC Albert dock flagship project?

• used to be 5 storage warehouses

• To transform the waterfront and warehouses to retail restaurants and The Tate Gallery

What did Liverpool win in 2008

• European Capital of Culture since it focused on culture after MDC demise, award generated £800 million in 2008 alone

• Led to £4 billion investment in regeneration

What is the MDC

Merseyside Development Corporation

• set up in 1981 for property led regeneration and it refurbished Albert’s docks

• Spent £186 on regeneration

What were the outcomes of the MDC

• better life quality, reduces social inequality, increased community pride

• More investment, created jobs, boost local economy

• Regenerates polluted land, creates green spaces, improves air and water quality

• Helps with perception of place so may improve image and encourage tourism and regionalism and boosts place marketing