Type of rebranding strategy The regeneration in Blackpool is an example of Coastal Rebranding

Details of the scheme Blackpool’s vision is to be ‘ ‘a world class resort destination that is a great place to visit, a better place to live’. The Masterplan is a 15 year regeneration plan that was launched in The Blackpool Challenge Partnership has recently received £20m from the Single Regeneration Budget’s money which is to be used to attract an extra £74m from the public and private sector The main projects in the regeneration include: Improvements to accommodation. Development of Central Station Refurbishment of airport. Improving lighting in town centre. Regeneration of town centre, bringing new shops to the area and extending Hounds Hill shopping centre. Pedestrianise more areas.

Improving tram lines. Investment of £5m in Zoo to build new enclosures, and investing £4.5m in Sandcastle Waterworld. Improvement of the Tower. Create 2000 new jobs outside tourism. Building of a glass-covered entertainment building in Pleasure Beach which will include the construction of a casino and a new hotel. Renovation of The Village, which is an area of Victorian Hotels, to restore it to its original splendour. Development of Enterprise Centre to support small firm development and skills and employment strategies. Tackling of crime in the area which can put tourists off visiting the are. Reshaping of sea wall between north and south piers (costing around £62 million)

Key players Blackpool is set to receive £4 million to help rebrand itself as the UK’s ‘capital of dance’ after losing its bid to host Britains first super casino. The government’s plans on spending £45 million on rebranding Britains coastal areas as part of the Department for Culture, Media and Sport’s Sea Change scheme. Blackpool intends to use this money to create a ‘festival and events zone’ which will hold 30,000 on the seafront and will hopefully become the capital of dance. Blackpool was given £300 million in compensation for missing out on the ‘supercasino’.

Blackpool Challenge Partnership The blackpool challenge partnership was established in 1996 to bid for and deliver schemes under the governments single regeneration budget (SRB). This now involves over 50 organisations including the local council, with reresentatives of main employers, buisnesses, police and local media who are working together on various schemes. Since 1996 the SRB has supported a range of schemes connected to all aspects of the towns life. Recently receiving £20 million of SRB’s money which is essential for attracting an extra £74 million from the public and private sector. This includes : improvements to existing accommodation. Incentives to attract 3 and 4 star hotels to the town. Development of central station. The creation of 2000 jobs in activities other than tourism.

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Last year the ghost and entertainment tours were booked up in a matter of days. This year the amount of tours have doubled so as many people as possible can take advantage of the new attractions and deals. More offers have been added so that it will appeal to a wider range of people residents spent Valentines Day out and about in the town enjoying a low cost day out