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Thames Gateway – A place of valued choice or a place of uninformed confusion Thames Gateway London Partnership Practit

Thames Gateway – A place of valued choice or a place of uninformed confusion Thames Gateway London Partnership Practitioners’ Forum 12 September 2006. Hugh Roberts Colin Buchanan; and Malcolm Allan Placebrands. The view from outside; how do foreign investors see the Thames Gateway?.

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Thames Gateway – A place of valued choice or a place of uninformed confusion Thames Gateway London Partnership Practit

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  1. Thames Gateway – A place of valued choice or a place of uninformed confusionThames Gateway London PartnershipPractitioners’ Forum 12 September 2006. Hugh Roberts Colin Buchanan; and Malcolm Allan Placebrands

  2. The view from outside; how do foreign investors see the Thames Gateway? • Perception of London • Open; welcoming; English speaking; and easy to do business in. • Perception of UK planning procedures • Labyrinthine; indifferent to projects of national priority; at the whim of political decision-making; below the radar of most foreign investors; time consuming. • Perception of Thames Gateway • the ‘Old Docklands’; unseen because scarcely visited; negative value due to old infrastructure and contamination; short of good transport links so ‘blighted’ by perceived (and real?) inaccessibility.

  3. What to do? • A. Identify key infrastructure improvements and commit to them • Thames Gateway Bridge from E. Woolwich to Beckton; • Distributor roads from Canning Town Flyover (the ’Hinge in the Gate’); • Commitments to Crossrail and DLR extensions, N. London Line and Jubilee Line Extension; • Feeder roads to A13 from Barking; Rainham, Hornchurch and Creekmouth • Feeder roads to A2 and A227 from Northfleet, Rochester/Medway towns The existing communities are the future pearls in the gateway chain, they need to be reconnected

  4. What to do? • B. Allocate future development land on TG wide, not LA, basis • Identify area specialties and work collaboratively to promote them; e.g. Stratford City, a N. Thames Bluewater?, Greenwich Heritage, etc • Apply brown field land targets more flexibly; • Apply Affordable Housing policies more flexibly; • Publish and promote strategic land allocation policies – for retail, office, and industrial as well as housing uses; • Update and review allocation changes on TG wide not LA basis; No clear purpose, identity or brand

  5. What to do? • C. Vision for the future • Sponsor an annual award for innovation in planning and design in the TG area; • Link with key British agencies overseas to promote Thames Gateway parallel with UK as a whole; • Use Olympics media coverage to promote emerging new service offer, environmental quality and image for Thames Gateway. We need a shared vision of the future purpose of the Gateway. The Gateway requires a brand strategy.

  6. The Challenges Ahead for the Gateway: Removing confusion for residents, workers, employers, investors and developers Creating a realistic and galvanizing vision for the future Creating a distinctive identity and improved reputation in target markets Making a reality of the proposed Strategic Framework Obtaining buy-in from key stakeholders Creating shared leadership and partnership to secure the vision Thames Gateway – A place of valued choice or a place of uninformed confusion?

  7. The Potential Contribution of Place Branding: The fundamental purpose of place branding What is a brand? What is branding about? Why brand places? What is a place brand strategy? What’s required for a place brand strategy Creating the “infrastructure” for place branding The benefits of place branding Thames Gateway – A place of valued choice or a place of uninformed confusion?

  8. The Challenges for a Brand for the Gateway: Reflecting the diversity of the area Minority communities Town centres Strategic developments Reflecting the totality of the area Defining its target audiences Defining its offer of value for consumers in target markets Provide the area with a sustainable economic advantage Thames Gateway – A place of valued choice or a place of uninformed confusion?

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