Area that has undergone rebranding - Birmingham

What is the population of Birmingham?

1.158 million

What caused the area to need a rebrand?

1. economic crash in the area due to TNC’s moving out to other countries

2. mass unemployment rates

3. Big names left the area - rover (car company)

4. minimal income = little tax income, local council struggles

5. poor perceptions of the area

What percent of Birmingham’s population was unemployed in the 80’s

19.4%

How much land does the Brindley place project cover?

17 acres - making it the UK’s largest project of its kind.

How many temporary jobs were created by the eastside project?

8,000

How many full time jobs were created from the eastside project?

12,000

What was on the eastside area pre rebrand?

disuesed/derelict industrial land and buildings.

What is the aim of the eastside rebrand?

To create an enhanced urban environment, with increased jobs and housing.

What year did development in Eastside start, and with what project?

2002 with millenial point.

How much did Millenial Point cost to redevelop?

£155 million

How many offies were built as apart of millenial point?

100

Who owns the Millenium point building?

Millenium point charitable trust.

What does the Millenium point bring to the area?

Increased STEM opportunities, initiatives and facilities for the West Midlands,

What other buildings in Eastside contribute to creating an educational hub?

Aston University, Birmingham city.

What are some possible negatives to the rebrand of Eastside?

Housing prices may increase out of locals budget - pushing them out. Oversupply of offices can lead to vacant buildings, and a increased pressure on education + healthcare infrastructure.

Examples of public key players in rebrand:

• City council

• National government

How much money did the city council invest into Smithfield?

£275 million

How much did the national government add to Birmingham’s redevelopment budget?

£21.4 million

Who are some notable private key players in the rebrand?

• large retaillers

• Architects

• Planners

• Developers

1 example of a specific private key player in Birmingham:

John Lewis opened up a branch of their store in the city - investing £35 million into it.

What is Brindley place?

A mixed use canal site development.

Who initially began the rebrand of Brindley place and when

How much did Rosehaugh pay for the brownfield site of Brindley place?

£26 million.

Who bought Brindley place after Rosebrough and for how much?

Argent payed £3 million for the site.

Notable points of interest in Brindley Place?

National sea life centre, Crescent Theatre, Ikon art gallery.

What is the Bullring and how did it contribute to Birmingham’s rebrand?

Shopping centre - attracted tourists for retail purposes.

How much did Bullring cost to build?

£530 million

How many visitors did Bullring attract in its first year?

35 million

Who designed Bullring shopping centre?

Benoy Architects

Which brand name opened a flagship store in Bullring?

Selfridges

Who designed the selfridges building, and what key feature does it have?

Future systems architecture - and it has 15,000 lil silver disks

How much money has Birmingham contributed to the local economy 6 years post rebrand?

£6 billion

How much has Birmingham’s economy grown by in the past six years?

11%

From a socio-economic POV, how has the rebrand helped Birmingham?

Its population is majority 25-30 year olds, meaning it doesn’t face the same challenges that other areas in the UK with aging populations have.

When is the Smithfield development set to be complete?

2035.

How much was spent on the regeneration of Smithfield?

£1.9 billion

What will Smithfield provide for Birmingham?

A hub in the city centre for markets, Bullring shopping centre, houses, transport links