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Manchester Building a Competitive City: The Commonwealth Games and their Legacy Eamonn Boylan Deputy Chief Executive of Manchester City Council

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Manchester Building a Competitive City: The Commonwealth Games and their Legacy Eamonn Boylan Deputy Chief Executive of Manchester City Council 21 st November 2003 Manchester : Building a Competitive City – Our Vision Core Objectives Creating a world class regional capital city

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Manchester Building a Competitive City:

The Commonwealth Games and their Legacy

Eamonn Boylan

Deputy Chief Executive of Manchester City Council

21st November 2003

manchester building a competitive city our vision
Manchester: Building a Competitive City – Our Vision

Core Objectives

  • Creating a world class regional capital city
  • Maximising local benefit
manchester building a competitive city o ur approach
Manchester: Building a Competitive City – Our Approach
  • Realising the potential of cities
  • Strong local civic leadership
  • Facilitating/enabling Council
  • Partnership
  • Positive planning
  • Importance of design guidelines and excellence
  • Creating a world class public realm
manchester building a competitive city our performance
Manchester: Building a Competitive City – Our Performance
  • Manchester is recognised as the regional capital of the North West and the nation’s leading regional centre
  • Manchester has established a critical mass of economic activity, facilities and services which enables the City and the region to compete in the international market place for jobs and investment
manchester building a competitive city our performance cont
Manchester: Building a Competitive City – Our Performance Cont…
  • Manchester has been at the forefront of delivering strategic regeneration and investment frameworks that combine the drive for greater economic competitiveness with the need to deliver local benefit
  • Manchester has developed a world class cultural, sports and visitor infrastructure
manchester building a competitive city creating momentum
Manchester: Building a Competitive City –Creating Momentum
  • Consistent drive for Regeneration over many years
    • Manchester Airport
    • Hulme Regeneration
    • Metrolink
    • City Centre Renaissance (post ’96)
    • East Manchester
    • Knowledge Capital
commonwealth games 2002
Commonwealth Games 2002
  • Not the dawn of a new era
  • An acceleration along a continuum
  • Step change in velocity
manchester the games
Manchester: The Games
  • A major opportunity to radically improve the economic and social prospects of Manchester and the profile and image of the North West
  • A major opportunity to create a sports and cultural infrastructure capable of hosting and delivering world class events
  • A focus for partnership action and investment
manchester the games cont
Manchester: The Games cont…
  • A unifying theme against which to justify bids for a wider range of regeneration programmes in East Manchester
  • The transformational impact on re-positioning Manchester and East Manchester as an international investor and visitor destination
games facts
Games Facts
  • 17 sports
  • 72 teams
  • 3,690 athletes and 2,038 team officials
  • 3,500 media
  • 1 billion TV viewers
  • 200 hours broadcast on BBC
  • 10,000 volunteers – 1,260,000 volunteer hours!
  • 1 million spectators
  • 2.3m website visitors
the impact and legacy of the games
The Impact and Legacy of the Games
  • Over £600m of public investment
  • £2.7m added value for every £1m invested
  • 6,300 full-time jobs
  • Television audience of nearly 1 billion people worldwide
  • An extra 300,000 visitors per year
  • £28m spent by Games participants and visitors
  • £22m in additional business benefits
  • Enhanced civic pride
  • The Manchester Brand
regeneration
Regeneration
  • £600m public and private investment
  • New jobs – estimated 6,300 fte
  • Environmental improvements - £24m investment programme along Ashton Canal linking East Manchester and the City Centre
  • A new town for East Manchester:
    • 12,000 new homes
    • 7,000 improved homes
    • ASDA store with 1,000 jobs targeted at local residents
built for the legacy
Built for the Legacy
  • Nothing built for the Games alone
  • Long term uses secured for all venues
  • Stadium converted to football – Manchester City FC
  • Agreements with Governing Bodies for National Centres
  • Aquatics Centre built to service community/Universities
why the need for a new marketing strategy
Why the Need for a New Marketing Strategy?
  • To ensure that the Games’ true benefit is captured
  • To consolidate our position as leading edge
  • To bridge the gap between poor perception and vibrant reality
  • To position the city and equip it to compete
key success factors
Key Success Factors
  • Strong leadership from the centre: The City Council is critical
  • Clear strategic focus
  • Comprehensive buy in from stakeholders in key sectors
  • Clear long term vision
  • Creation of a strong, relevant brand based on reality
building the manchester brand
Building the Manchester Brand
  • Accentuate the differences that make the place unique
  • Much more than a logo or a tag line
  • Create enduring value from key events (Games/festivals etc)
  • Focus the message
  • Distil the essence
the manchester brand
The Manchester Brand
  • Highlights the unique attributes, benefits and traits of Manchester
    • Vibrant
    • Exciting
    • Confident & Cocky
    • Friendly
the manchester brand18
The Manchester Brand
  • Identifies the City’s Core Values:
    • Respect
    • Live & Let Live
    • Going Places
the manchester brand19
The Manchester Brand
  • Distils the Essence of Manchester
    • Opportunity
manchester building a competitive city the challenges
Manchester: Building a Competitive City – The Challenges
  • Cities Make Sense
  • The National Agenda
  • The Challenges for Manchester
manchester building a competitive city the way forward
Manchester: Building a Competitive City – The Way Forward
  • The Knowledge Capital
  • The Manchester Prospectus
  • Maximising the HEI resource
  • Excellent connectivity
  • Creating Innovative Urban Development Frameworks
  • A world-class cultural offer
  • Creating a world class city centre
manchester building a competitive city the role of core cities
Manchester: Building a Competitive City –The role of Core Cities
  • Building the arguments for a balanced economy
  • Creating a new dynamic for cities and regions
  • Increasing the spatial awareness of Government policy making
  • Making the links
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