Manchester Building a Competitive City: The Commonwealth Games and their Legacy Eamonn Boylan Deputy Chief Executive of

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 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

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 City’s 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