Changing Places Eastleigh - Owen Shepherd

Eastleighs economy

Post industrial, service based, investment in leisure, retail and creative sectors

Future of Eastleigh

Navigator Quarter

Navigator Quarter

Brownfield to new industry, 30,000 new jobs,

Past of eastleigh

Historic railway town

Wagon works built

1909

Charlotte Yonge in the early 1900s

Donated for a new church to be built, statue of her now in town centre - importance

Airport open in

1929

Spitfire flew in

1936

Current key areas

Swan centre shopping centre, high street, B&Q

High street themed like

Railway station - encourage sense of place

What caused Eastleigh to adapt

DE-INDUSTRIALISATION

Future transport imporvements

£83 million investment into the M27

Modern Eastleigh

Council houses, all focused around housing, dormitory town

Railway and industrial town town ->

Placeless, dormitory town

Key past influences

South Western Railway, Pirelli, Mr kipling, Spitfire

Mr Kipling close in

2004

Pirelli cable factory open in

1921

Geospatial data

NOMISWEB, Datashine

NOMISWEB reveal

Population grown from 9000 in 1901 to 135,000 in 2021

Over 65 population

19.5%

Shifting flows of

People, Money, Influence, Ideas, Resource

Shfiting flows of people

3% of population are migrants - lot of low paid service based work and growing diversity - globalised dynamic sense of place - positive LE

DINKYS

DINKYs

Dual Income no kids

DINKYs in Eastleigh

Most prominent new group - come for good housing and transport links

DINKYs lead to

Cultural variety, people bring new cultures and ideas with them to Eastleigh

Flow of money / investment Places leisure

£28 Million investment, attracts 1.2 million people a year, econmically vibrant character

Places Leisure

Enhances the local image, move away from placelessness, Re inforce role as commuter hub, quality of life increase

Flow of money Navigator Quarter

Special Economic Zone made to stimulate regional growth, creates new luxury identity as investment draws wealth

Navigator quarter

Re-inforce role as transport hub, new jobs and increased SOL

Flow of resources has declined

No more factories requiring resources, Kipling close in 2004,

Had past effect on male dominated workforce, influence the character and LE, has led to the creation of a vibratn commuter hub, as resources no longer being imported in to feed those industries

Flow of Ideas

Sorting office, Vue Cinema, Point Theatre

Influence of flow of ideas on Eastleigh

Local creative based economy, visitors and attraction to the place,

Repurpose derelict space, ‘Cosmopolitan re-imaging’ = new character

Diverse culture, self expression and collaboration opportunities

DATASHINE to say eastleigh is commuter town

Over 70% of the workforce in Eastleigh commute out

Biggest destination to commute out to is

Winchester District

805 workers out of the total 3126 workers within central Eastleigh

External forces on Eastleigh

De-industrialisation is the biggest, cuased huge shift in economy

Government as an external force

M27 £83 million investment, Investment in Utilitia Bowl and 31 Million in the levelling up fund. All with an idea to attract people and money to the area.

External Force: TNCs

B&Q HQ, 1500 jobs for local people

International institution

Eastleigh received £120 million to fund local arts via sorting office

Social Inequality in Eastleigh

Extremely priominent

Eastleigh ranks

Central = 4th decile in 2010, compared to Hiltingbury in the 10th decile (best)

Eastleigh central bad health vs Hiltingbury

4.5% compared to 3%

Eastleigh and Inequality

Not a huge difference

Topophilia

Love for a place

Nora Gough

'I dont see myself moving'

Groups influence perception of place

Government, Corporate bodies (TNCs), Community groups

Bias can be in

art and media sources, good fro social constructivism

MC Beastly

Sense of localism, convenience of the Swan Centre, Clone town mentioned, 'London girls come Swan centre' Regional significance, 'drink at the offy' deprivation, 'H and the M' PLacelessness, clone town

Campbell road poem

'Four generation of railway men now gone' significance of the railway, 'Sacrificed to the greediness of man' idea of de-industrialisation effect on Eastleigh

Chalotte Yonge Statue

Represent the impact she had on the town, founded it, named it Eastleigh, idea of Place Making

Railway Man sculpture

Higher and elevated, value to the town, reveals past significance of the railway, now a method to place make

Pirelli Arch

£75,000 investment, huge importance to the local government, idea ot place make, has families, spitfire, railways and heavy industry represented, what is important to eastleigh in past and now, clearly represent shift to a commuter town

Numerical soruces

Remove bias but can be hard to understand, averages can be taken, ignore pockets of x, they also do not revel the sense of place or human aspect, good for descriptivist, bad for social constructivism

PLace Marketing in Eastleigh

Stoneham park, to attract DINKs, 'an idyllic setting', theme of affluence, reinforce ideas of as dormitory town

Place Reimaging

Process to reshape and reinvent a places identitity to attract new people and investment

Place rebranding

Updating or transformation of a places image and narrative to reflect new values and identities. IMages and slogans. e.g. Palm tree in Torquay

george Clements

Tight Knit Community = 'not mine, not thine, but ours', area is owned by the community

Outsider = Bill Bryson

Eastleigh was bombed, Clearly not enough', no pride for the place

Bill Bryson Quote

It's an interestingly unmemorable place

Stoneham Park

HUge development, push Eastleigh. as a commuter town. the NIMBYs protested but it was overruled, Eastleigh needs the development.

Topophobia

Hate for a place e.g. Fratton

Four stategies to alter perception of place

PLace reimaging, place rebranding, place making, place marketing

Place making

Designing and shaping places to reflect the local idenrtity, e.g. high street in Eastleigh

Place marketing

Strategic promotion of an area to attract people to come to that area, e.g. English Riviera

PLace rebranding in Eastleiogh

Steam town brew co, reveal rich industrial history, attract people to historical aspect

Place Making in Eastleigh

Pirelli arch, Railway theme high street, Railway man statue, Charlotte Yonge statue, people remember and attracted to area. Gives the place importance