Lesson video

Hello, my name is Mr. March and I'm here today to teach you all about the impact of regeneration and rebranding on people.

So grab everything that you need for today's lesson and let's get going.

By the end of today's lesson, you'll be able to explain how Liverpool has approached rebranding and regeneration since the 1980s and describe the positive and negative impacts on people.

There are two key terms for today's lesson.

Those are regeneration and rebranding.

Regeneration refers to a planning strategy aimed at addressing problems associated with decline, often involving improvements to infrastructure and encouraging new industries to an area.

Rebranding refers to a planning and marketing strategy aimed at creating a new image of a city to encourage growth.

There are two learning cycles for today's lesson.

We're gonna start with the first learning cycle, which is regeneration and rebranding of Liverpool.

By 1980, deindustrialization, depopulation and the decline of the city left central Liverpool in crisis.

As we can see in the image in front of you, this is the morning after night of riots in 1981 and local people have come out onto the street to survey the damage and it really speaks volumes about the crisis that Liverpool and Liverpool city centre really found itself in during the 1980s.

The national image of Liverpool was one of unemployment, poverty, social unrest, and despair.

To reverse the this decline, Liverpool needed to both invest in regeneration and rebranding.

Starting in the 1980s, Liverpool then began a significant phase of regeneration and rebranding that continues even to the present day.

Because regeneration plus rebranding equals impact, and that is exactly what has happened to Liverpool in a very positive sense.

Much regeneration has been in and around the city centre.

Let's have a look at the map in front of you to try to identify different regeneration projects through the years.

There was the Princess Dock development area as part of the regeneration process, Lime Street development area, the business district, as well as retail district, including Liverpool One shopping centre.

There's the Albert Dock, which was regenerated, or the regeneration project began in the 1980s.

There's RopeWalks, King's Waterfront development area, and finally the Baltic Triangle.

All of this goes into that sort of programme of regeneration, which is trying to improve Liverpool CBD, the Liverpool city centre.

The regeneration of Liverpool has transformed the city into a vibrant hub for retail business and city centre living.

The waterfront redevelopment features the Liverpool Arena and Convention Centre and has attracted major events since 2008 alongside new hotels, apartments, offices, and retail spaces.

The city was revitalised by Liverpool One a 1 billion pound shopping in leisure complex that introduced 160 stores, dining, residential spaces and public areas opening in phases from 2008 to 2009.

Beyond retail, Liverpool's former industrial districts have been regenerated into desirable places to live and work.

RopeWalks, once a rundown area of derelict warehouses, has evolved into our centre for nightlife and creative industries, housing businesses in media, design and communications.

Historic buildings such as those in the Albert Dock have been converted into luxury apartments.

Liverpool's regeneration has combined heritage with modern investment creating a city that attracts residents, tourists, and businesses.

So time now for a learning check.

It says to complete Sam's statement.

I'd like you to then is pause the video here whilst you read through Sam's statement and do your best to complete it.

And the correct answer was, "Liverpool's regeneration has focused on businesses, retail and city centre living." Our second learning check says "What is the name of the large shopping and leisure complex in central Liverpool?" And you have four options on the screen in front of you.

What I'd like you to do that is pause video here whilst you try to recall this piece of information.

And the correct answer was B, Liverpool One.

So really, really well done if you're able to recall that piece of information.

Rebranding of Liverpool is focused on promotion of six areas collectively designed to reimagine the city as a cultural hub.

Many of these required regeneration prior to rebranding.

Let's start with music.

The Beatles came from Liverpool and their cultural impact can be felt to the present day.

Liverpool is home to statues of the band, a museum, and the venue where they first played.

Let's move on to art.

Now, the Tate Liverpool features works by Warhol and Hockney and the Walker Art galleries home to an extensive collection of paintings and sculptures.

The Museum of Liverpool provides an insight into the city's cultural heritage while F-A-C-T, or FACT, serves as a hub for digital and new media art.

What about maritime and historical sites? Well, maritime history is deeply rooted in the city with the Merseyside Maritime Museum highlighting Liverpool's Naval past and the International Slavery Museum exploring the transatlantic slave trade.

The historic Albert Dock is now a busy waterfront area filled with shops, restaurants, and cultural attractions.

In terms of theatre and performing arts, Well venues like the Liverpool Empire Theatre, Everyman and Playhouse theatres and the Royal Liverpool Philharmonic Orchestra host national and international performers.

In terms of sport, sport plays a very large part in Liverpool and it is home to two premiership football teams. Liverpool and Everton.

Everton are due to move to the new 52,000 plus seater Stadium at Bramley-Moore Dock for the 2025, 2026 season whilst Liverpool play at the Anfield Stadium.

Liverpool is home of the prestigious grand national horse racing meeting held annually at Aintree.

And in 2023 the UK Golf Open Championships took place at the Royal Liverpool Golf Course nearby on the Wirral.

In terms of ethnic mix, well, Liverpool's ethnic mix due to historic and recent migration to the city has enriched its opportunities.

Liverpool's ethnic diversity is celebrated through many events, trails and festivals such as the Liverpool Irish Festival and the Liverpool European Festival.

And the diversity of cuisine across the city is further proof of its rich ethnic mix.

International cuisine such as Chinese and Jamaican are also found widely.

Time now for a learning check-in.

It says, "Who is correct?" You have three statements on the screen in front of you, one from Jacob, one from Aisha, and one from Jun.

What I'd like you to do then is pause the video whilst you read through their three statements and then decide who you think is correct.

And the correct answer was Aisha.

Aisha says that Liverpool has been rebranded as a city of culture, which is absolutely correct.

Really, really well done if you're able to select Aisha as the correct answer.

Time now for our second learning check-in.

It says, "Rebranding has focused on creating a new identity as a cultural hub, but which aspect is missing?" What I'd like you to do then is pause the video here whilst you try to recall that piece of information.

And the correct answer was ethnic mix.

Really, really well done if you're able to recall that piece of information.

On now to our practise tasks for the first learning cycle.

And the first one says to complete the definitions of rebranding and regeneration.

Second question says, "Why did Liverpool need to invest in rebranding and regeneration?" Our third and final task for the first learning cycle says to match the fact to the feature of regeneration and rebranding.

So what you can see is on the left you have the fact and on the right then you have the feature of either regeneration or rebranding.

So what I'd like you to do then right now is pause the video whilst you attempt these three practise tasks.

Best of luck.

In terms of feedback then for the first question, these were the definitions that which needed to be said for regeneration and rebranding.

Regeneration then is a planning strategy aimed at addressing problems associated with decline, often involving improvements in infrastructure and encouraging new industries to an area.

Rebranding is a planning and marketing strategy aimed at creating a new image of a city to encourage growth.

The second question asked, "Why did Liverpool need to invest in rebranding and regeneration?" And your answer may have looked something like this.

It says that by 1980 Liverpool was a city in crisis having suffered from de-industrialization, depopulation and decline.

The city was experiencing high levels of unemployment, poverty, social unrest, and despair.

For the third and final question then this is what you needed to have matched.

So music matches with the Beatles museum is a popular tourist attraction.

Art and museums matches with the Tate Liverpool features work by Andy Warhol.

Ethnic mix matches with events celebrate diversity.

For example, the Liverpool Irish Festival.

Waterfront redevelopment matches with that it includes the Liverpool Arena and Convention Centre.

Maritime and historical sites matches with the Merseyside Maritime Museum is in a converted warehouse.

Leisure and retail centres matches where Liverpool One, which was opened in 2008 and 2009.

Luxury living matches with the historic buildings which have been converted to housing.

And finally, sports matches with the fact that Everton is moving to the Bramley Moore Dock in 2025, 2026.

So really, really well done if you are able to include anything like that in your own answers.

Our second and final learning cycle now looks at the impacts of rebranding and regeneration.

So regeneration of rebranding leads to impact.

And certainly since 2000, the regeneration and rebranding of Liverpool has led to many impacts such as population growth, changing economy, as well as changing environmental quality.

Some of the impacts have been positive, but also some of the impacts have been negative.

And we're gonna try to understand exactly what this mix looks like.

Liverpool was awarded with two significant designations as a result of its regeneration as well as its rebranding.

In 2004, it was awarded UNESCO World Heritage Site, whilst in 2008 it was declared the European Capital of Culture.

These brought further investments and more tourists to the city.

In 2008 alone, 15 million additional tourists visited Liverpool.

Now, population growth since 2001 has seen massive, massive growth.

As the graph in front of you shows.

In the 2021 census, the number of people in Liverpool was at 486,088 people.

Much of the growth though has been with regards to the younger demographic with younger professionals as well as students moving into the city.

In terms of its changing economy, well, in 2023, Liverpool was actually the fastest growing national city economy as a consequence of growth in businesses as well as tourism.

Now this has led to a massive mixture in diversification in terms of its employment, in terms of its jobs.

And this pie chart does a fabulous job in actually showing that diversification across the different employment sectors of Liverpool.

You can see how there is much equality in terms of the types of jobs which are available, be it perhaps with managerial positions or professional positions, or perhaps skilled trades or perhaps employment opportunities within perhaps sales or customer service, or perhaps the leisure sector as well.

As we can see with this pie chart in front of you, it really does a great job in showing that increased diversification of employment opportunities within Liverpool.

Not only this though, domestic and international tourism has increased, look at the graph in front of you.

It's showing the number of visitors, international visitors to Liverpool and we can see a steady growth through the years.

Notice how it's increasing through the years, apart from of course those Covid hit years that we can see in 2020 as well as 2021.

But generally we're seeing a gradual increase in the number of people who are visiting Liverpool from other countries.

The change in environmental quality then since 2001, Liverpool city centre has transformed from a once industrial city with significant dereliction into a greener and cleaner urban space.

As we can see here in 1980, we can see the image of Albert Dock where it was completely contaminated and filled with silt, transformed to today in well 2012 at least with the image in front of you, we can see how Albert Dock has been redeveloped, has been transformed into a cultural hub, which is attracting visitors both nationally, internationally, and also attracting businesses and investors to this part of the city.

Time now for a learning check.

It says, "Which of the facts below about the impacts of Liverpool's rebranding and regeneration is incorrect?" Now you have four statements on the screen in front of you.

What I want you to do then is pause the video whilst you read through those four options and decide which you think is incorrect.

And the answer was C.

Now, the incorrect statement was that in 2008, Liverpool was designated a UNESCO World Heritage Site.

Well, that is incorrect.

The correct answer or the correction of that is that in 2008, Liverpool was designated European Capital of Culture.

Really, really well done if you're able to get that answer correct.

The regeneration and rebranding of Liverpool has brought numerous positive impacts, transforming the city into a more vibrant and connected place.

An increased ethnic mix has enriched the city's cultural diversity, fostering a more inclusive and dynamic community.

The development of new recreation and leisure facilities, including shops, restaurants, and entertainment venues such as Liverpool one, has enhanced the quality of life for residents and visitors.

Improved transport links within and beyond the city have made commuting easier.

While the ability to live, work and socialise in the city centre has helped to reduce congestion and air pollution.

Additionally, regeneration and rebranding has led to greater job diversity, creating opportunities in sectors such as retail, hospitality, tourism, and the creative industries contributing to a stronger and more resilient local economy.

While regeneration and rebranding has transformed Liverpool, it has also brought several challenges.

House prices and rents have increased, making it harder for some residents to afford living in regenerated areas.

The redevelopment of neighbourhoods has led to the loss of communities as long-term residents have been displaced.

There have also been strong focus on tourism over local needs with many developments catering to visitors rather than improving services for residents.

Additionally, many of the new jobs created are low paid and seasonal, particularly in hospitality and retail offering little job security.

Despite investment, a wealth gap remains where some areas of the city still experiencing high levels of deprivation.

Liverpool lost its designation as a UNESCO world heritage site in 2021.

It was determined that its excessive modern developments were damaging the city's historic character.

This was a significant blow to its international reputation.

And once again, time for a learning check.

And it says, "Who is correct?" Now you have statements from Jacob, Aisha and Jun.

And what I need you to do then is pause the video whilst you read through those three statements and decide who you think is correct.

And the correct answer was Jacob.

Jacob says that the impacts of rebranding and regeneration have been both positive and negative.

Really, really well done if you're able to select Jacob as the correct answer.

Now, it's safe to say that in geography we tend to extend our explanations.

One example then is regeneration and rebranding in Liverpool led to population and economic growth.

But we can extend this explanation further, can't we? We can say that regeneration and rebranding in Liverpool led to population and economic growth as a result of more businesses and tourism.

Can we go one step further though? Yes, we can.

Regeneration and rebranding in Liverpool led to population and economic growth as a result of more businesses and tourism.

This led to more diverse jobs and has contributed to a stronger and more resilient local economy.

So we can see how we took a very simple statement to begin with and developed our explanation to include cause and result from this simple statement.

Now once again, we have that extended explanation on the left hand side, beginning with that simple statement in the top left.

I'm gonna ask you to do the following.

I would like you to look at this simple statement that we can see now in the top right corner of the screen.

It says, "Regeneration and rebranding in Liverpool led to a loss of community." Now, if you look in the bottom right corner of the screen, I'm asking you now to extend that explanation by doing your best to fill in the two gaps in those two sentences that you see there in front of you.

So pause the video here whilst you read through that paragraph and do your best to fill in the two gaps that you see.

And the correct answers were, "As higher house prices and rent have made it harder for some residents to afford regenerated areas.

Displacement of long-term residents, weakens communities." Really, really well done if you're able to get those two answers correct.

So we're on now to our final practise task for the final learning cycle.

And you can see that Sam and Alex, are having a bit of a debate or a bit of a discussion about the impacts of rebranding and regeneration within Liverpool.

Now they disagree.

I would like you to read through their two statements and I want you to decide who you agree with, and it's really key that you justify your answer, including information about the population, economy, as well as the environment.

So pause the video here whilst you attempt this practise task.

Best of luck.

And now for some feedback.

Now of course my answer may be very different from yours because of course you needed to decide who you agreed with, whether it was Sam or Alex.

Now, in this feedback, I have agreed with Sam, and this is the reason why.

So I've said that the regeneration and rebranding of Liverpool has created a more diverse community, new leisure and recreation facilities such as Liverpool One of enhanced quality of life for residents and visitors, improved transport links have made commuting easier and reduced congestion and air pollution.

Regeneration has led to greater job diversity, strengthening the economy by creating opportunities in retail, tourism, and creative industries.

However, there are some negatives such as rising house prices, the loss of some communities, and a focus on tourism over local needs.

The loss of UNESCO World Heritage status in 2021 does not outweigh the improvements in infrastructure, employment, and quality of life that regeneration has brought.

So really well done if you're able to include anything like that in your own answer.

Time now for our learning summary.

And what do you need to know from today's lesson? Well, since the 1980s, Liverpool has undertaken significant regeneration and rebranding to reverse its decline.

Most regeneration has been in the city centre with waterfront developments, new housing, and retail opportunities.

Rebranding has established Liverpool as a cultural hub, but what have been the impacts of rebranding and regeneration? Well, they have been both positive and negative.

Let's look at the positive impacts.

It's led to increased ethnic mix, improved recreation and leisure, new transport links, reduced congestion and air pollution, greater job diversity, as well as high quality urban environment.

However, the negative impacts, it's led to house price and rent increases, a loss of community, a focus on tourism over local resident needs, low paid and seasonal jobs, as well as an increased wealth gap.

And finally, Liverpool lost its UNESCO designation in 2021.

So really, really well done during today's lesson.

It was a pleasure teaching you and I will see you again on the next lesson.

Goodbye.