Manchester Building a Competitive City:

1
Manchester Building a Competitive City The
Commonwealth Games and their Legacy Eamonn
Boylan Deputy Chief Executive of Manchester City
Council 21st November 2003
2
Manchester Building a Competitive City Our
Vision

• Core Objectives
• Creating a world class regional capital city
• Maximising local benefit

3
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

4
Manchester Building a Competitive City Our
Performance

• Manchester is recognised as the regional capital
  of the North West and the nations 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

5
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

6
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

7
Commonwealth Games 2002

• Not the dawn of a new era
• An acceleration along a continuum
• Step change in velocity

8
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

9
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

10
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

11
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

12
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

13
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

14
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

15
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

16
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

17
The Manchester Brand

• Highlights the unique attributes, benefits and
  traits of Manchester
• Vibrant
• Exciting
• Confident Cocky
• Friendly

18
The Manchester Brand

• Identifies the Citys Core Values
• Respect
• Live Let Live
• Going Places

19
The Manchester Brand

• Distils the Essence of Manchester
• Opportunity

20
Manchester Building a Competitive City The
Challenges

• Cities Make Sense
• The National Agenda
• The Challenges for Manchester

21
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

22
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