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Regional Development

International Conference Latvia.




                        Greg Clark Dec 2011   1
2
A Re-Balanced World With No More Core and Periphery




                                                      3
The new horizon
Human and Urban Development and Ecological Footprint by Country




                                                                  5
HUMAN DEVELOPMENT AND ECOLOGICAL
      FOOTPRINT BY COUNTRY




                               WELL-DESIGNED
                               CITIES
                                               6
Traditional Regional Policies        New Regional Policies
              ‘Regional Planning’                  ‘Territorial Development’
              1950s to 1990s                       1980s to present



Objectives    Balance national economies by        Increase regional development
              compensating for disparities         performance

Strategies    Sectoral approach                    Integrated development programmes and
                                                   projects

Geog. focus   Political regions                    Metro regions and eco regions

Target        Lagging regions                      All regions - Metropolitan regions

Context       National economy                     International    economy        and    local
                                                   economies

Tools         Subsidies, incentives, state aids,   Assets, drivers of growth, soft and hard
              and regulations                      infrastructures, collaboration incentives,
                                                   development agencies, co-operative
                                                   governance, financial intermediation

Actors        National     governments       and Multiple levels of governments, private
              sometimes regional governments     and civic actors. Implementation agencies.
                                                                                      7
                                                 Collaborative governance
Integrated Framework For City/Region Development

                                         Global economy and
                                          Macro-economic
                                             framework

          Markets
                                                                                         Feedback effects
                                    Development and growth


                          Productivity             Use of               Population
                                                 resources



           Innovation      Industrial       Business          Human            Environ    Connectivity
Drivers    & creativity    structure     ownership & mgt      capital           mgt



    Business         Educational           Land and         Social/ cultural      Ecological     Governance
  environment       and research            physical       infrastructure &         base          structure
  & investment          base             infrastructure      quality of life
                                                                                                              8

                                              Pre-conditions
Requirements of the two models
Traditional                New
  Political Orientation      Market Orientation

  Development within         Linkages between
  regions                    regions

  Departmental approach:     Whole of Gov approach
  capable National Gov       Capable local/regional
                             governance
  Technical skills and
  administration             Leadership and alliance   9

                             building
10
11
12
13
14
15
A basic typology
1. Regional admin/gov with City-Regions.
   Germany, Italy, France, Spain.

2. Regional admin/gov without City-Regions.
   Poland, Netherlands, Portugal, Korea.

3. Strong Federal States, encouraging City-Regions
   without Regional Gov or nation wide policy.
   USA, Canada, Australia.

4. National-Local only; limited regions, no city-regions.
   Ireland, Greece,
17
The ‘Northern Way’




                     18
Integrated Framework For City/Region Development

                                         Global economy and
                                          Macro-economic
                                             framework

          Markets
                                                                                         Feedback effects
                                    Development and growth


                          Productivity             Use of               Population
                                                 resources



           Innovation      Industrial       Business          Human            Environ    Connectivity
Drivers    & creativity    structure     ownership & mgt      capital           mgt



    Business         Educational           Land and         Social/ cultural      Ecological     Governance
  environment       and research            physical       infrastructure &         base          structure
  & investment          base             infrastructure      quality of life
                                                                                                          19

                                              Pre-conditions
As many city & metropolitan economies are „under-bounded‟
      some regional governance may boost growth…

                            Relationship between size of government and economic growth



                                                                                                           Regional




                                       Local                   Note that the identification of LA
 Growth in GDP per capita




                                      Authority                   and regions on this curve is
                                                              stylised - we are doing some work
                                                                to identify where the core cities
                                                                        are on this curve




                                                                                                                            …

                                       Proportion of city-region population covered by city-region governance arrangement


                                                                                                                                20
The new mobility.....not just tourism
                                     Visitors




                    Research                     Firms




         Innovators               Increasing               Events &
        Entrepreneurs                                      Festivals
                                    Mobility




                   Institutions                 Students




                                    Investors
                                                                       21
Why metropolitan action 1?
1. Extensive metropolitan re-organisation visible world-wide.

   Metropolitan markets
   Metropolitan brands
   Metropolitan governance

2. Functional Space           Economy & Markets
                              Environment
                              Society
                              Identity
                              Scale




                                                                22
Why metropolitan action 2?
3. Dynamic space

   The space is dynamic and ever changing. Metro area and Region converging.

4. Opportunity costs.

   Organise the whole space or suffer from:

         lack of scale and critical mass needed to succeed
         co-ordination and capacity problems
         internal competition and waste
         incoherent messages
         missed opportunities

5. Who is responsible for metropolitan area?

                                                                               23
SDRIF: Growth corridors             SDRIF: Regional connectivity




SDRIF: Multi-modal transport plan   SDRIF: Regional green space




                                                              24
25
26
Regional Development and Specialisation

Smart Regions?




                                          27
Regional Development Leadership
 1.   National Gov Co-ordination and Innovation
    eg Inter-ministerial commitment and discipline
    eg Integrating National and EU Efforts
  2. Regional level
    Strategy development
    Alliance building
    Inter-regional system
  3. Local level
    Collaboration with neighbours
    Prioritisation
    Business and Investment friendliness
National Leadership
 The biggest challenge in regional development is internal
 government co-ordination and alignment.
     Cabinet Committees?
     Super Ministries?
     Shared targets?

 The 2nd biggest challenge is integrating national and EU
 approaches.
     Different competences.      Gaps.
     How to avoid being led by the money?
                                                        291
Local and Regional
What is really regional and local?
Capable local government, with enough
  scale and incentive to encourage
  development.
4th role of Local needs special
  arrangements.
Enough Regional Governance with
  competence and authority to lead and co-
  ordinate and achieve scale                 301
Leadership dividend –
competitive advantage of leadership




                                      31
What role for institutional and business groups in
        the regional leadership system?

     Negotiate                               Bus                   Int best   Pay for
                 Attract &          Reg            Comms                                  X Party     Wider
     Advocate                Ent            know             CSR    practic   activitie
                 retention         collab          & media                                collab     particip
     with Gov                               how                        e         s

                          
                                                                                      

                             
                                                                               

                                
                                                                                      
                                   

                                                          
                                                                                       
                                                             


                             
                                                                                      


                             
                                                                                        
                                                                                                    32
                             
                                                                                        
Regional Development Tools
i.     Strategic Planning
ii.    Development Agencies
iii.   Development Banks
iv.    Brand Platforms




                              331
Regional Strategic Planning



    Definition:
    “Regional/spatial planning gives geographical expression to the economic,
    social, cultural and ecological policies of society.”
                               (European Regional / Spatial Planning Charter)


    “It is at the same time a scientific discipline, an administrative technique
    and a policy developed as an interdisciplinary and comprehensive
    approach directed towards a balanced regional development and the
    physical organisation of space according to an overall strategy."
                               (European Regional / Spatial Planning Charter)
Origins of Strategic Planning

• Spanish Cities after Franco
• Australian Cities catching up with sprawl.
• EU cities in the context of EU enlargement
• Chinese cities coping with rapid urbanisation
  and metropolitanisation.
• Japanese cities confronting climate change.

Tackling Crisis and Challenge is often the
  beginning.
                                                  35
Core features of Strategic Planning
Shape the future or be shaped by it!

i.      Shaping future growth management. Clear framework for market
        development and public investment. Understand the returns to
        the city and citizens form development.
ii.     Integrated Efforts, mixture of tools, cross cutting issues.
iii.    Guiding other strategies and frameworks.
iv.     Based on Vision, foresight, and evidence.
v.      Incentivising external investment. Combines internal and
        external rates of returns. Overcomes apparent tensions.
vi.     Setting standards and measurable targets.
vii.    Agreement between tiers of Government, providing decisive
        outcome. Conformity. Joint Prospectus. Agreement.
viii.   Consultation with stakeholders.
ix.     Implementation arrangements.
x.      Locate roles of different bodies.
Focus of regional plans


                                                                 Hong
                                                Ile-de- South                   Greater
                                                                 Kong   Tokyo           Chicago
                                                France Florida                  Toronto
                                                                 /PRD
               Affordable housing                 ●               ●                       ●
               Major house-building                                                       ●
                                                  ●      ●                        ●
               programme
               Reduce sprawl - direct growth                                              ●
Infrastructure                                    ●      ●        ●               ●
               towards existing centres
               Quality of life/ public realms     ●      ●        ●      ●        ●       ●
               Keynote CBD redevelopment          ●                      ●
               Urban regeneration                                 ●
               Reduce car dependency
               through high-investment            ●               ●               ●
               public transport programme
Mobility
               Easing congestion - road                                                   ●
               expansion alongside public                ●               ●
               transport investment
                                                                                              37
Focus of regional plans


                                                             Hong
                                            Ile-de- South                   Greater
                                                             Kong   Tokyo           Chicago
                                            France Florida                  Toronto
                                                             /PRD
               Reduce car dependency
               through high-investment
                                              ●               ●               ●
               public transport
Mobility       programme
               Easing congestion - road                                               ●
               expansion alongside public            ●               ●
               transport investment
               Act on climate change –
               energy infrastructure and      ●      ●               ●        ●       ●
               sustainability
Environment    Conservation and water/air
                                              ●      ●        ●      ●        ●       ●
               pollution improvements
               Emergency/ disaster
                                                     ●               ●
               preparation
                                                                                       38
Focus of regional plans


                                                               Hong
                                              Ile-de- South                   Greater
                                                               Kong   Tokyo           Chicago
                                              France Florida                  Toronto
                                                               /PRD
                 Quality services to reduce
                 social/territorial             ●       ●              ●
                 inequalities
                 Preserve/create
                                                                ●      ●        ●
                 employment land
Socio-economic
                 Economic development           ●       ●       ●      ●                ●
                 Job skills                             ●              ●                ●
                 Race-gender inclusivity                ●
                 Improve social                                                         ●
                                                                ●
                 fabric/community
Governance       Improved regional co-                                                  ●
                                                ●       ●                       ●
                 ordination
                 Improve international
                                                ●               ●      ●
                 image
Brand-image
                 Attract international
                                                                ●      ●              39
                 populations
Conclusions


i. A new era in regional spatial planning.
ii. Regional leadership tools.
iii. Strategic and influential documents.
iv. Investment prospectus and communication tool.
v. Based on evidence and scenario building.
vi. Integrated strategies and families of strategies.
vii.Spatial and Infrastructure Planning combined.
viii.Integrated Planning
ix. Implementation of Regional Plans: use of tools.
x. Leadership and Citizen/Stakeholder Dialogue

                                                        40
Turin metropolitan strategic plan


   City centre strategy         Strategic themes of strategy                      Specific initiatives                Strategy management


                                                                          Special Communication Project, „Luci
                          Urban renewal – rejuvenation of the city‟s      d'Artista‟, Film Commission Torino
                                                                                                                 City of Turin, Piedmont Region,
Phase 1                   public realm and accommodation with a           Piemonte, Invest in Turin and
                                                                                                                 Torino Internazionale (Agency for
(1993-1997)               focus on the city centre area and adjacent      Piedmont Agency, 1st Strategic Plan,
                                                                                                                 Strategic Plan)
                          areas.                                          Torino Convention Bureau, Atrium
                                                                          project, Winter Olympics.

                                                                                                                 City of Turin, Piedmont Region,
                                                                          Hosting of culturally significant
                                                                                                                 Torino Internazionale (Agency for
                                                                          events such as: Torino World Design
                          Internationalising the city and consolidating                                          Strategic Plan), former Banking
                                                                          Capital and XXIII World Congress of
Phase 2                   and projecting the city‟s new image and                                                Foundations, University system,
                                                                          Architecture (2008); Euroscience
(1998-2007)               identity to the world. A focus on the city                                             Italia 150 (committee for the
                                                                          Open Forum (2010); Italia 150 (2011,
                          centre but not specific to it.                                                         organization    of    the   2011
                                                                          celebrations of the Unification of
                                                                                                                 celebrations). The Urban Centre
                                                                          Italy 150th anniversary)
                                                                                                                 Metropolitano.

                                                                          Special Communication Project, „Luci
                                                                          d'Artista‟, Film Commission Torino
                                                                                                                 City of Turin, Piedmont Region,
Phase 3                                                                   Piemonte, Invest in Turin and
                          Turin as a „knowledge hub‟                                                             Torino Internazionale (Agency for
(2008-2011)                                                               Piedmont Agency, 1st Strategic Plan,
                                                                                                                 Strategic Plan)
                                                                          Torino Convention Bureau, Atrium
                                                                          project, Winter Olympics.
Development Banks and
Financial Institutions
i.     Many regional development imperatives are neither wholly market
       fundable, nor justifying permanent subsidy.

ii.    They can be seen as ‘niches’ where the use of mixed public/private,
       cash/equity, short-term/long- term financing is involved.

iii.   To make this work ‘capable intermediaries’ are needed, special purpose
       financial institutions.

iv.    Development Banks can build these niches, utilise their balance sheet to
       manage risks and spread innovation, and leverage external investment.




                                                                                421
Building a regional development financial system.

i.    National Development Bank.
ii.   Evolution of local and regional development finance system to be
      a key focus.
iii. Inter-ministerial co-ordination: national and at regional level.
iv. EU Structural Fund programme simplification.
v. Regional level finance, budgets, and programming.
vi. PPPs and Project Bonds
vii. Municipal finance.
viii. Inter-municipal collaboration
ix. Bankers co-ordination
x. Finance skills


                                                                    43
Development Corporation Typologies

                Urban          Productivity
                                                 Integrated                         Visioning and
           Development and    and Economic                      Internationalisat
Typology                                          Economic                           Partnership
            Revitalisation        Growth                          -ion Agencies
                                                  Agencies                            Agencies
               Agencies          Agencies
                               “Employment        “Place and       “Place and
                                                                                    “Place -shapers
Purpose     “Place drivers”   and productivity   productivity     productivity
                                                                                     and visioners”
                                  drivers”         leaders”       promoters”




Example
Agency
Bizkaya: Regional Development System
€3.50      €2.20


what are
brands?




           Brands are simply stories
           that drive demand
what are
brands?




           They signpost what
           makes you different
48
Building a „Great Regional Experience‟



        “Great Place”




       “Enjoyable and
         Memorable
        Experience”




  “Pleasant
 Experience”



   “Poor                                                         49
Experience”

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Riga greg clark dec 2011

  • 1. Regional Development International Conference Latvia. Greg Clark Dec 2011 1
  • 2. 2
  • 3. A Re-Balanced World With No More Core and Periphery 3
  • 5. Human and Urban Development and Ecological Footprint by Country 5
  • 6. HUMAN DEVELOPMENT AND ECOLOGICAL FOOTPRINT BY COUNTRY WELL-DESIGNED CITIES 6
  • 7. Traditional Regional Policies New Regional Policies ‘Regional Planning’ ‘Territorial Development’ 1950s to 1990s 1980s to present Objectives Balance national economies by Increase regional development compensating for disparities performance Strategies Sectoral approach Integrated development programmes and projects Geog. focus Political regions Metro regions and eco regions Target Lagging regions All regions - Metropolitan regions Context National economy International economy and local economies Tools Subsidies, incentives, state aids, Assets, drivers of growth, soft and hard and regulations infrastructures, collaboration incentives, development agencies, co-operative governance, financial intermediation Actors National governments and Multiple levels of governments, private sometimes regional governments and civic actors. Implementation agencies. 7 Collaborative governance
  • 8. Integrated Framework For City/Region Development Global economy and Macro-economic framework Markets Feedback effects Development and growth Productivity Use of Population resources Innovation Industrial Business Human Environ Connectivity Drivers & creativity structure ownership & mgt capital mgt Business Educational Land and Social/ cultural Ecological Governance environment and research physical infrastructure & base structure & investment base infrastructure quality of life 8 Pre-conditions
  • 9. Requirements of the two models Traditional New Political Orientation Market Orientation Development within Linkages between regions regions Departmental approach: Whole of Gov approach capable National Gov Capable local/regional governance Technical skills and administration Leadership and alliance 9 building
  • 10. 10
  • 11. 11
  • 12. 12
  • 13. 13
  • 14. 14
  • 15. 15
  • 16. A basic typology 1. Regional admin/gov with City-Regions. Germany, Italy, France, Spain. 2. Regional admin/gov without City-Regions. Poland, Netherlands, Portugal, Korea. 3. Strong Federal States, encouraging City-Regions without Regional Gov or nation wide policy. USA, Canada, Australia. 4. National-Local only; limited regions, no city-regions. Ireland, Greece,
  • 17. 17
  • 19. Integrated Framework For City/Region Development Global economy and Macro-economic framework Markets Feedback effects Development and growth Productivity Use of Population resources Innovation Industrial Business Human Environ Connectivity Drivers & creativity structure ownership & mgt capital mgt Business Educational Land and Social/ cultural Ecological Governance environment and research physical infrastructure & base structure & investment base infrastructure quality of life 19 Pre-conditions
  • 20. As many city & metropolitan economies are „under-bounded‟ some regional governance may boost growth… Relationship between size of government and economic growth Regional Local Note that the identification of LA Growth in GDP per capita Authority and regions on this curve is stylised - we are doing some work to identify where the core cities are on this curve … Proportion of city-region population covered by city-region governance arrangement 20
  • 21. The new mobility.....not just tourism Visitors Research Firms Innovators Increasing Events & Entrepreneurs Festivals Mobility Institutions Students Investors 21
  • 22. Why metropolitan action 1? 1. Extensive metropolitan re-organisation visible world-wide. Metropolitan markets Metropolitan brands Metropolitan governance 2. Functional Space Economy & Markets Environment Society Identity Scale 22
  • 23. Why metropolitan action 2? 3. Dynamic space The space is dynamic and ever changing. Metro area and Region converging. 4. Opportunity costs. Organise the whole space or suffer from: lack of scale and critical mass needed to succeed co-ordination and capacity problems internal competition and waste incoherent messages missed opportunities 5. Who is responsible for metropolitan area? 23
  • 24. SDRIF: Growth corridors SDRIF: Regional connectivity SDRIF: Multi-modal transport plan SDRIF: Regional green space 24
  • 25. 25
  • 26. 26
  • 27. Regional Development and Specialisation Smart Regions? 27
  • 28. Regional Development Leadership 1. National Gov Co-ordination and Innovation eg Inter-ministerial commitment and discipline eg Integrating National and EU Efforts 2. Regional level Strategy development Alliance building Inter-regional system 3. Local level Collaboration with neighbours Prioritisation Business and Investment friendliness
  • 29. National Leadership The biggest challenge in regional development is internal government co-ordination and alignment. Cabinet Committees? Super Ministries? Shared targets? The 2nd biggest challenge is integrating national and EU approaches. Different competences. Gaps. How to avoid being led by the money? 291
  • 30. Local and Regional What is really regional and local? Capable local government, with enough scale and incentive to encourage development. 4th role of Local needs special arrangements. Enough Regional Governance with competence and authority to lead and co- ordinate and achieve scale 301
  • 31. Leadership dividend – competitive advantage of leadership 31
  • 32. What role for institutional and business groups in the regional leadership system? Negotiate Bus Int best Pay for Attract & Reg Comms X Party Wider Advocate Ent know CSR practic activitie retention collab & media collab particip with Gov how e s                                                                     32           
  • 33. Regional Development Tools i. Strategic Planning ii. Development Agencies iii. Development Banks iv. Brand Platforms 331
  • 34. Regional Strategic Planning Definition: “Regional/spatial planning gives geographical expression to the economic, social, cultural and ecological policies of society.” (European Regional / Spatial Planning Charter) “It is at the same time a scientific discipline, an administrative technique and a policy developed as an interdisciplinary and comprehensive approach directed towards a balanced regional development and the physical organisation of space according to an overall strategy." (European Regional / Spatial Planning Charter)
  • 35. Origins of Strategic Planning • Spanish Cities after Franco • Australian Cities catching up with sprawl. • EU cities in the context of EU enlargement • Chinese cities coping with rapid urbanisation and metropolitanisation. • Japanese cities confronting climate change. Tackling Crisis and Challenge is often the beginning. 35
  • 36. Core features of Strategic Planning Shape the future or be shaped by it! i. Shaping future growth management. Clear framework for market development and public investment. Understand the returns to the city and citizens form development. ii. Integrated Efforts, mixture of tools, cross cutting issues. iii. Guiding other strategies and frameworks. iv. Based on Vision, foresight, and evidence. v. Incentivising external investment. Combines internal and external rates of returns. Overcomes apparent tensions. vi. Setting standards and measurable targets. vii. Agreement between tiers of Government, providing decisive outcome. Conformity. Joint Prospectus. Agreement. viii. Consultation with stakeholders. ix. Implementation arrangements. x. Locate roles of different bodies.
  • 37. Focus of regional plans Hong Ile-de- South Greater Kong Tokyo Chicago France Florida Toronto /PRD Affordable housing ● ● ● Major house-building ● ● ● ● programme Reduce sprawl - direct growth ● Infrastructure ● ● ● ● towards existing centres Quality of life/ public realms ● ● ● ● ● ● Keynote CBD redevelopment ● ● Urban regeneration ● Reduce car dependency through high-investment ● ● ● public transport programme Mobility Easing congestion - road ● expansion alongside public ● ● transport investment 37
  • 38. Focus of regional plans Hong Ile-de- South Greater Kong Tokyo Chicago France Florida Toronto /PRD Reduce car dependency through high-investment ● ● ● public transport Mobility programme Easing congestion - road ● expansion alongside public ● ● transport investment Act on climate change – energy infrastructure and ● ● ● ● ● sustainability Environment Conservation and water/air ● ● ● ● ● ● pollution improvements Emergency/ disaster ● ● preparation 38
  • 39. Focus of regional plans Hong Ile-de- South Greater Kong Tokyo Chicago France Florida Toronto /PRD Quality services to reduce social/territorial ● ● ● inequalities Preserve/create ● ● ● employment land Socio-economic Economic development ● ● ● ● ● Job skills ● ● ● Race-gender inclusivity ● Improve social ● ● fabric/community Governance Improved regional co- ● ● ● ● ordination Improve international ● ● ● image Brand-image Attract international ● ● 39 populations
  • 40. Conclusions i. A new era in regional spatial planning. ii. Regional leadership tools. iii. Strategic and influential documents. iv. Investment prospectus and communication tool. v. Based on evidence and scenario building. vi. Integrated strategies and families of strategies. vii.Spatial and Infrastructure Planning combined. viii.Integrated Planning ix. Implementation of Regional Plans: use of tools. x. Leadership and Citizen/Stakeholder Dialogue 40
  • 41. Turin metropolitan strategic plan City centre strategy Strategic themes of strategy Specific initiatives Strategy management Special Communication Project, „Luci Urban renewal – rejuvenation of the city‟s d'Artista‟, Film Commission Torino City of Turin, Piedmont Region, Phase 1 public realm and accommodation with a Piemonte, Invest in Turin and Torino Internazionale (Agency for (1993-1997) focus on the city centre area and adjacent Piedmont Agency, 1st Strategic Plan, Strategic Plan) areas. Torino Convention Bureau, Atrium project, Winter Olympics. City of Turin, Piedmont Region, Hosting of culturally significant Torino Internazionale (Agency for events such as: Torino World Design Internationalising the city and consolidating Strategic Plan), former Banking Capital and XXIII World Congress of Phase 2 and projecting the city‟s new image and Foundations, University system, Architecture (2008); Euroscience (1998-2007) identity to the world. A focus on the city Italia 150 (committee for the Open Forum (2010); Italia 150 (2011, centre but not specific to it. organization of the 2011 celebrations of the Unification of celebrations). The Urban Centre Italy 150th anniversary) Metropolitano. Special Communication Project, „Luci d'Artista‟, Film Commission Torino City of Turin, Piedmont Region, Phase 3 Piemonte, Invest in Turin and Turin as a „knowledge hub‟ Torino Internazionale (Agency for (2008-2011) Piedmont Agency, 1st Strategic Plan, Strategic Plan) Torino Convention Bureau, Atrium project, Winter Olympics.
  • 42. Development Banks and Financial Institutions i. Many regional development imperatives are neither wholly market fundable, nor justifying permanent subsidy. ii. They can be seen as ‘niches’ where the use of mixed public/private, cash/equity, short-term/long- term financing is involved. iii. To make this work ‘capable intermediaries’ are needed, special purpose financial institutions. iv. Development Banks can build these niches, utilise their balance sheet to manage risks and spread innovation, and leverage external investment. 421
  • 43. Building a regional development financial system. i. National Development Bank. ii. Evolution of local and regional development finance system to be a key focus. iii. Inter-ministerial co-ordination: national and at regional level. iv. EU Structural Fund programme simplification. v. Regional level finance, budgets, and programming. vi. PPPs and Project Bonds vii. Municipal finance. viii. Inter-municipal collaboration ix. Bankers co-ordination x. Finance skills 43
  • 44. Development Corporation Typologies Urban Productivity Integrated Visioning and Development and and Economic Internationalisat Typology Economic Partnership Revitalisation Growth -ion Agencies Agencies Agencies Agencies Agencies “Employment “Place and “Place and “Place -shapers Purpose “Place drivers” and productivity productivity productivity and visioners” drivers” leaders” promoters” Example Agency
  • 46. €3.50 €2.20 what are brands? Brands are simply stories that drive demand
  • 47. what are brands? They signpost what makes you different
  • 48. 48
  • 49. Building a „Great Regional Experience‟ “Great Place” “Enjoyable and Memorable Experience” “Pleasant Experience” “Poor 49 Experience”