City Town Reimaging Using Sport Strategies

City Town Reimaging Using Sports Strategies

A common challenge that has been impacting a number of cities throughout the UK is shifts in the local economy. This is because many industrial centers have been facing a decline in the manufacturing base. As employers, are seeking out locations overseas, where they can perform these functions cheaper. This has been causing various regions to begin to have image problems from these economic issues. (Gratton 2001)

To deal with these challenges, a number of cities have been focusing on using sports strategies to rebrand themselves. This is when they are creating large arenas that can serve as a location for various events. Moreover, many of these regions are concentrating on improving the brand image of the local teams to have a positive impact on the community. The combination of these factors is showing how various cities have been aggressively working to change the public's perceptions. (Gratton 2001)

Some good examples of urban areas that were able to achieve these goals include: Manchester, Birmingham and Sheffield. As a result, more cities are focusing on utilizing these tactics to be able to rebrand themselves. Evidence of this can be seen with observations from Gratton (2001) who said, "The strategy of using sporting events and prestige sports facilities as a means of image reorientation has been primarily implemented by large industrial cities. These cities are a product of industrial development. Their character and image are barriers for helping to expand the tourist industries." This is problematic, as these kinds of issues will have an adverse impact on the local economy for many cities. (Gratton 2001, pg. 128)

In the case of Bradford, they were voted the least desirable tourist destination. This is despite the fact that the city was named the greenest urban center in all of the UK. As a result, Bradford has a major image problem that needs to be addressed. Otherwise, these perceptions will have an impact on the economy for many years to come. (Bradford: Britain's Worst Tourism City 2010)

To help the city deal with these issues there will be a focus on using sports strategies to change these views among the general public. This will be accomplished by examining: urban regeneration issues, identifying the stakeholders that contribute to urban development programs, using theoretical strategies to create a new image, the way the city will be marketed and possible limitations. Together, these different elements will provide a basic foundation showing how Bradford can be able to rebrand itself. This is when there will be changes in these perceptions (leading to long-term benefits for the economy). (Bradford: Britain's Worst Tourism City 2010)

Demonstrate your rationale for choosing your city or town, giving evidence of any current poor image

The city of Bradford was chosen because it has a number of challenges that are impacting its image to include: a large demographic of races / nationalities and a sleepy town perception. In the case of various races and nationalities, this is one of the biggest issues that are effecting perceptions. This is because there has been a large influx of immigration into the area since the 1860s. A good example of this can be seen by looking no further than the below table which is illustrating various ethnic groups that are living in Bradford. (Bolognani 2012)

The Population Demographic of Bradford

Ethnic Group

Population Percentage

White

78.3%

Mixed Races

5.9%

Asian

14.1%

African Decent

1.7%

(General Area Profile 2001)

These figures are showing how the large racial demographic can create image problems for the city. Recent evidence of this can be seen with the TV show Make Bradford British. This is when producers will have individuals from different ethnic groups sit together. In order to determine, what common characteristics make them British. The images that are presented in the program are having an adverse effect on the public's perceptions of the city. (Make Bradford British 2012)

Moreover, Bradford is considered to be very boring and unexciting. This is because there is a lack of social events and the city appears to be nothing more than a quiet medium sized community. This creates the image among the tourists that the Bradford has nothing exciting to offer visitors (other than various historical monuments). (Bradford: Britain's Worst Tourism City 2010)

These areas are showing how Bradford was selected because they have several challenges that are impacting perceptions. To deal with them there needs to be changes in the strategies utilized by local officials. Otherwise, there is a very realistic possibility that the local economy will be adversely affected. Once this takes place, is when it will be hard to alter these views. This is the point that it may require the city spending millions of pounds, in trying to repair an image that was ruined by the negative stereotypes.

Analyze the urban regeneration issues relating to Bradford

When looking at the various urban regeneration issues, it is clear that Bradford has major challenges they must overcome. This is because the TV show Make Bradford British is depicting the city as nothing but a lot of immigrants that do not understand the culture. Moreover, this is showing Bradford as a deeply segregated community that has lots of social problems. (Make Bradford British 2012)

Evidence of this can be seen with comments from Bradford Council Leader Ian Greenwood who said, "I am sick to death of TV companies portraying the city in a bad light. There is no doubt that we have problems the same as any community - but my view is we can resolve these problems together within Bradford. What we don't need is people stereotyping us and leaving the city. Bradford is a place of immigration. For a long time we've had wave after wave of people coming to look for socio-economic advancement, to look for a good job and to do better for the family." Furthermore Zulfi Karim (the General Secretary of Bradford Council for Mosques) said, "The title in itself does give us cause for concern as it implies that there is something inherently un British about our city and nothing could be further from the truth." These comments are illustrating how the TV show is making Bradford to appear to be: a divided and racist city. When in reality, this is a location that is welcoming of different nationalities and ethnic groups. (Make Bradford British 2012)

At the same time, the image of the town as boring and uneventful; is helping the city to be seen as backward. This is because various tourists have claimed that there are no major attractions or events that are of interest to them. As a result, a number of individuals have been going to places such as: London or Manchester (which have more exciting events and activities). This is problematic, as this will build upon the image from the TV show. When this happens, it will be difficult to change these perceptions. As a result, a new strategy must be embraced that the will allow the city to rebrand its image and deal with these challenges. (Bradford: Britain's Worst Tourism City 2010)

Identify the stakeholders that contribute to urban development programs and evaluate their interests in any renewal initiative

The biggest program that Bradford has going for it, is the fact that the city was named as one of the cleanliest in all of Great Britain. This is because there is a focus on using renewable energy to address the various needs of region. Recently, there has been an emphasis on taking this one step further, by understanding how factors such as wind will impact buildings and the quality of life. This is designed to protect the city and provide outdoor spaces that are comfortable. Moreover, there is focus on using these changes to improve the landscape of Bradford. (Kilner 2010)

As a result, there are a number of stakeholders that will benefit from these programs to include: the local government, citizens / tourists and private businesses. In the case of the local government, they are focused on: using these initiatives to improve the efficiency of energy usage. At the same time, it will create an outdoor environment that is supportive of everyone. The interests that officials will have are mainly financial. As they want to show how the city is an environmentally friendly place. Over the course of time, this will change perceptions of visitors about the community. These areas are showing how the government wants to transform this image, so that the city will see an increase in the standard of living and tax revenues. When this happens, they can provide better services to address the needs of the community and visitors. (Kilner 2010)

The citizens and tourists are stakeholders in the project based on the funding that they are providing. This is accomplished through the amount of money that is spent by visitors and the taxes that are paid from local residents. These interests are showing, how this kind of program will improve the quality of life for everyone in Bradford. This is accomplished by turning these areas into social gathering places that will benefit everyone. As a result, the use of environmental practices is designed to spark interest in the project among these different groups of stakeholders. (Kilner 2010)

Private businesses play a part in this program through helping to develop the area known as: New Victoria Place. This is the city center of Bradford (which has number of restaurants and other venues). The support of the business community is vital to ensuring that the project has foundation it needs (to ensure the location remains vibrant). The interests that these individuals will have in the project are to use this as way to increase their sales and earnings. This is because anything that can bring increased numbers of people to the region, will translate into these visitors purchasing more from these organizations. These areas will help businesses to expand and hire more workers (which will have a positive impact on the community and the firm). (Kilner 2010)

Using theoretical strategies suggest a desired new or altered image that would contribute to positive and sustainable urban renewal using sport.

The best way for Bradford to be able to overcome its image problems is to rebrand itself. This is accomplished through using sports-based strategies that will define the community. To achieve these objectives there are number of different practices that can be utilized through: focusing on the place, subculture and marketing efforts. The place, is when there is venue created that will serve as a location for the actual sporting event. At the same time, it will also provide a useful service to region through various community functions. This will help to increase the total number of visitors into Bradford. The reason why, is because many enthusiasts will travel from all over the world to watch different sports competitions. Moreover, the use of the facility for: concerts, shows, conventions and other events will bring an even larger demographic of visitors to the region. (Hinch 2004, pp. 103 -- 119)

Sub-culture is when particular sporting events are inviting specific lifestyle choices. For example, someone who is into Cricket will have a sense of passion for the teams and the sport itself. While the style of dress and the way that the fans carry themselves, will influence how much they are spending at the event. In this case, these fans will more than likely have a higher degree of sophistication. When some kind of Cricket related event is being held, the city and the facility will become a popular destination for these tourists. This is when the sub-culture will create a specific atmosphere surrounding the event and fans. As a facility is utilized even more, it will have an impact on different groups of fans and their sub-culture by: providing them with way of connecting with each other. This is the point that city will become a combination different sub-cultures (based upon the sporting event that it is hosting). (Hinch 2004, pp. 103 -- 119)

The various marketing efforts are when the city will partner with different businesses and sports organizations to promote a particular event. This will transform the image of a community by showing how there are specific activities for fans. Once this happens, is when there will be a change in perceptions about the city based upon these events it is hosting. (Hinch 2004, pp. 103 -- 119)

The combination of these factors is important, in showing how they could help Bradford to be able to transform its image. This will occur by addressing the different stereotypes through illustrating how the city is welcoming different visitors. Once they arrive, is when they will see something that they did not observe on TV (a peaceful and mixed community). This change in perceptions will help to improve tourism in the future by demonstrating how the city is trying to reach out to sports fans. Once this takes place, is the point that these ideas will change views about the community. If this kind of approach is taken, it will help Bradford to create a sustainable renewal strategy that is based upon: working with sports teams and enthusiasts. This is when there will be a transformation in perceptions of the community. (Hinch 2004, pp. 103 -- 119)

Branding your city or town is a good way to sell it globally therefore your strategy should also incorporate a proposal on how you wish your chosen town to be marketed, many cities or towns use slogans to this end and you may wish to do the same.

The basic strategy that will be utilized to rebrand Bradford is to focus on: how it has lots to offer, its cleanliness and has a diverse group of citizens. This can be used to show how the city is melting pot for different cultures. In the world of sports, these ideas are often utilized to help the organization or event market itself to various demographics of fans.

The way that this can be achieved is by having the local government work with: the community, businesses, nonprofits and sports leagues to hold different events. At first, this will take place with the city hosting smaller gatherings. This is because it will take time for the city to be able to overcome the negative perceptions from the TV show Make Bradford British.

However, with each successful event that they are hosting, the odds increase of the city changing these perceptions. This is because of the other news about what is happening and the positive comments from visitors will reduce the believability of these stereotypes. Once this takes place, is when Bradford can begin focusing on larger sporting events. (Woods 20011, pp. 51 -- 57)

Moreover, there must be a focus on building modern sporting facilities. This will cost the city a more upfront capital in the beginning. However, if they work their different partners during the process, this will help to defray the expenses. Once this takes place, is when Bradford can show that they are a modern city with lots of amenities for sports fans. (Woods 20011, pp. 51 -- 57)