Place branding, smart cities, the shared economy and other myths in city management

Transcription

1 Place branding, smart cities, the shared economy and other myths in city management Dr. Andres Coca-Stefaniak University of Greenwich Norsk Sentrumsutvikling, Kristiansand Teaching excellence (Norway), for 17 over Oct years

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4 Evolution of town & city management Social innovation, smart communities, third sector engagement and digital high streets Source: Coca-Stefaniak, J.A. and Carroll, S. (2015), Traditional or experiential places? Exploring research needs and practitioner challenges in the management of town centres beyond the economic crisis, Journal of Urban Regeneration & Renewal, 9(1), pp

5 Diverse approaches to place management Public funding Darwen (UK) Formal schemes St Helens (UK) Terrassa (ESP) Łodz (POL) Ludlow (UK) Salzburg (AUT) Lille (FRA) Vasterås (SWE) Cesena (IT) Swedish TCM partnerships Business Improvement Districts (UK) Private funding Granollers (ESP) Informal schemes Source: Coca-Stefaniak et al (2009), Evolution of town centre and place management models: a European perspective, Cities, Vol. 26, Issue 2, pp ,

6 Town centre competitiveness and strategic positioning sustainable destinations global celebrities Community entrepreneurs specialists Source: Coca-Stefaniak J.A.(2013), Successful town centres developing effective strategies, London: Gfirst-BIS,

7 So what takes up most of a town centre manager s time?

8 Country Tourism and Leisure Evening economy management Engaging with visitors Engaging with local residents Czech 23,1% 15,4% 100,0% 84,6% UK 41,0% 50,8% 54,1% 65,6% Poland 14,0% 16,3% 76,7% 93,0% Sweden 71,7% 37,0% 80,4% 87,0% Responses: Most of the time + Some of the time Source: Coca-Stefaniak, J.A., Plichta, J. and Branka, S. (2015), Managing town centres and destinations insights from an international survey of place management professionals, 3 rd Place Management & Branding Conference, 6 th -8 th May, Poznan (Poland).

9 Country Engaging with local businesses Engaging with NGOs and social enterprises Events and festivals Marketing activities Czech 76,9% 46,2% 100,0% 92,3% UK 98,4% 57,4% 86,9% 86,9% Poland 72,1% 65,1% 81,4% 79,1% Sweden 87,2% 47,8% 82,6% 95,7% Source: Coca-Stefaniak, J.A., Plichta, J. and Branka, S. (2015), Managing town centres and destinations insights from an international survey of place management professionals, 3 rd Place Management & Branding Conference, 6 th -8 th May, Poznan (Poland).

10 Myth no. 1 Professional place management is definitely worth its cost (?). Source: Coca-Stefaniak, J.A. and Carroll, S. (2015), Traditional or experiential places? Exploring research needs and practitioner challenges in the management of town centres beyond the economic crisis, Journal of Urban Regeneration and Renewal, Vol. 9, No. 1, pp ,

11 Enter place branding...

12 Which approach? Leadership Creativity CITY BRANDING Strategy Equal Partnership Source: Source: de Noronha, I., Coca-Stefaniak, J.A. and Morrison, A.M. (2017), Confused branding? An exploratory study of place branding practices among place management professionals, Cities, 66, pp.91-98,

13 Myth no. 2 Any (place) brand is better than not having one if you want to attract visitors. Source: Coca-Stefaniak, J.A. (2014), Place branding and city centre management exploring international parallels in research and practice", Journal of Urban Regeneration and Renewal, Vol. 7, No. 4, pp ,

14 The visitor economy

15 How seriously are UK BIDs taking the visitor economy? Total of 133 BID strategies analysed 80 BIDs make reference to tourism Only 8 BIDs make reference to the visitor economy Source: Chaperon, S., Coca-Stefaniak, J.A. and Kennell, J. (2016), Business improvement districts and the visitor economy, London: ATCM- University of Greenwich,

16 The 8 BIDs that mention the visitor economy Abergavenny Macclesfield Sunderland London Bridge Solihull Weymouth Bedford Plymouth Waterfront Source: Chaperon, S., Coca-Stefaniak, J.A. and Kennell, J. (2016), Business improvement districts and the visitor economy, London: ATCM- University of Greenwich,

17 Myth no. 3 Only big budget place management schemes can afford to target the visitor economy*. * The highest proportion of BIDs that mention tourism and/or the visitor economy are based in Scotland.

18 Smart Cities 18

19 Connected cities Over 20 billion connected devices world-wide... and yet, 95% of the data collected in London is never used.

20 User engagement with social media Facebook Followers Engagement (E) A Coruña ,714 Barcelona ,169 Bilbao ,166 MALAGA ,652 SANTANDER ,711 Twitter Followers Engagement A Coruña ,540 Barcelona ,785 BILBAO 585 7,649 MALAGA ,223 Santander ,166 Instagram Followers Engagement A Coruña ,587 BARCELONA ,404 BILBAO ,035 Málaga Santander ,708 Source: Molinillo, S., Anaya- Sanchez, R. and Coca-Stefaniak, J.A. (2016), Smart interactions? An exploratory study of residents and visitors engagement via social media with smart destination brands in Spain, ITSA Conference, Greenwich, London.

21 Myth no. 4 The larger the smart city and the more global the smart tourism destination, the more people will engage with its place brand. Source: Molinillo, S., Anaya-Sanchez, R. and Coca-Stefaniak, J.A. (2016), Smart interactions? An exploratory study of residents and visitors engagement via social media with smart destination brands in Spain, ITSA Conference, Greenwich, London.

22 However For 4 million people in the UK, their main companion all day is a TV set Source: Age UK (2014) and endloneliness.org/lonelin ess-research/

23 The sharing economy Source: Paulauskaite, D., Powell, R., Coca-Stefaniak, J.A. and Morrison A.M. (2017), "Living like a local: Authentic tourism experiences and the sharing economy", International Journal of Tourism Research,

24 Myth no. 5 The sharing economy will deliver authentic visitor experiences regardless of the type of tourism destination. Source: Paulauskaite, D., Powell, R., Coca-Stefaniak, J.A. and Morrison A.M. (2017), "Living like a local: Authentic tourism experiences and the sharing economy", International Journal of Tourism Research,

25 The challenge for place management

26 The challenge for place management

27 Hjertelig takk Dr. Andres Coca-Stefaniak Norsk Sentrumsutvikling, Teaching Kristiansand excellence (Norway), for over Oct. years 2017