1 EQ4 & 5 - Birmingham Regeneration

Basic info on Birmingham?

* Second largest city in the UK
* Population: 1.1 million
* Located in the West Midlands

What is the history of Birmingham’s economic development from 1700- 1900

* Matthew Boulton established the ==world’s first factory== in Birmingham in the mid 1700s
* This shows how Birmingham was a centre of industry
* In the 19th century, Birmingham became a hub for ==metal working and jewellery making==
* The Cadbury family were also based in Birmingham
* They set up their ==Bournville== factory and model village to improve the quality of life for their workers
* Birmingham’s canal network was crucial for the transport of goods that had been manufactured in the city

What is the history of Birmingham’s development from 1900 to now?

* During the first half of the 20th century, Birmingham continued to grow
* The ==vehicle manufacturing industry== was important in the continued growth of manufacturing in the city
* The Dunlop tyre company employed ^^10,000^^ people in Birmingham
* Between 1970 and 1980, earnings in Birmingham fell from being the highest in the UK to among the lowest
* In 1982, unemployment reached nearly ^^20%^^
* The ==global shift== in manufacturing was the main driver behind this decline
* There was increasing overseas competition, particularly from Japanese car manufacturers
* There were strikes which made Birmingham less attractive to investors

How has Birmingham’s demography changed?

* From the 1950s onwards, there has been significant ==international migration== to Birmingham
* Most immigrants were from the Caribbean and South Asia
* As of 2021, over ^^30%^^ of Birmingham’s population identified as Asian
* Birmingham soon became a cosmopolitan city and this was reflected in the mosques and temples built
* Ethnic food shops and restaurants have also been established, as well as ethnic clothing and fabric shops
* The city has a relatively youthful population

Who are the stakeholders in Birmingham’s recent regeneration and rebranding projects?

* The Local Government
* The National Government
* TNCs
* Local community groups

What are the 5 different strategies of rebranding?

* Market-led
* private investors aiming to make a profit
* gentrification often occurs as a result of this strategy
* Top-down
* Involves large scale organisations e.g. local government
* Flagship development
* large scale, one-off property projects with distinctive architecture to attract investment
* Legacy
* following international sporting events which bring investment and regeneration to a place
* Events or themes
* major festivals e.g. Eurovision, European Capital of Culture etc.

Give some examples of how rebranding strategies have been used in Birmingham

Flagship development: Bullring

Legacy: Commonwealth Games

Top-down: NEC

What are the 6 elements of rebranding?

* Architecture
* e.g. Covent Garden
* Heritage use
* e.g. Stonehenge
* Retail
* e.g. Bull Ring
* Art
* e.g. Edinburgh Fringe
* Sport
* e.g. Commonwealth Games
* Food
* e.g. Borough Market

What is the role of the National Government in the rebranding of Birmingham?

Birmingham and the West Midlands will receive ^^£1.5 billion^^ as part of the Levelling Up Scheme.

* This money will be invested in promoting the development of brownfield sites, improving public transport and improving WiFi connectivity

The National government invested nearly ^^£780 million^^ for the ==Commonwealth Games 2022==, which will improve public perception of Birmingham - the opening ceremony was watched by an estimated ^^1 billion^^ people

* Transport links have been improved, a new aquatics centre has been built

The National Government has also invested ^^£20 billion^^ into ==HS2== which will improve connectivity between Birmingham, Manchester and London

* Journey time from London to Birmingham will be reduced to under an hour

What is the role of the Local Government in rebranding in Birmingham?

* Played a role in the development of the ==National Exhibition Centre (NEC)== and the expansion of Birmingham International Airport
* Attracts the international conference market
* The NEC brings in ^^£2 billion^^ per year
* The local council was an important player in the rebranding of the ==Jewellery Quarter==
* Also improving ==education== in Birmingham as currently the education indicators are below the average for England, with lower attainment at GCSE and A Level

What is the role of corporations in rebranding in Birmingham?

* Universities in Birmingham have a combined student population of ^^50,000^^
* This brings significant wealth to the area as they employ large numbers of people who have income to spend
* Students also spend money in the city and provide a market for a unique selection of goods and services
* The Bull Ring was developed by corporations and was Europe’s first major indoor shopping centre
* A player in the Bull Ring development was Selfridges
* The Bull Ring

What is the role of local community groups in rebranding in Birmingham?

* The Canal and River Trust helped to improve the historic canal system in Birmingham
* Canals have now become a focus for development e.g. ==The Roundhouse== which features office space for local businesses
* Volunteers remove litter from canals which improves their appeal and encourages tourists
* Friends Groups maintain cemeteries to preserve their histories but also as green space for the community