Manchester Building a Competitive City: The Commonwealth Games and their Legacy

Eamonn BoylanDeputy Chief Executive of Manchester City Council

21st November 2003

Manchester: Building a Competitive City – Our Vision

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

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 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 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

• Consistent drive for Regeneration over many years

• Manchester Airport• Hulme Regeneration• Metrolink• City Centre Renaissance (post ’96)• East Manchester• Knowledge Capital

Commonwealth Games 2002

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

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…

• 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

• 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

• 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

• £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

• 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?

• 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

• 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

• 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

• Highlights the unique attributes, benefits and traits of Manchester

• Vibrant• Exciting• Confident & Cocky• Friendly

The Manchester Brand

• Identifies the City’s Core Values:

• Respect• Live & Let Live• Going Places

The Manchester Brand

• Distils the Essence of Manchester

• Opportunity

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

• 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

• 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