Manchester Building a Competitive City:

The Commonwealth Games and their Legacy

Eamonn Boylan
Deputy Chief Executive of Manchester City Council
21st November 2003

Manchester: Building a Competitive City

Our Vision
Core Objectives
Creating a world class regional capital city
Maximising local benefit

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

Manchester: Building a Competitive City

Our Performance
Manchester is recognised as the regional
capital of the North West and the nations
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

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

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

Commonwealth Games 2002

Not the dawn of a new era
An acceleration along a continuum
Step change in velocity

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

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

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

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

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

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

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

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

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

The Manchester Brand

Highlights the unique attributes, benefits and
traits of Manchester

Vibrant
Exciting
Confident & Cocky
Friendly

The Manchester Brand

Identifies the Citys Core Values:
Respect
Live & Let Live
Going Places

The Manchester Brand

Distils the Essence of Manchester

Opportunity

Manchester: Building a Competitive City

The Challenges
Cities Make Sense
The National Agenda
The Challenges for Manchester

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

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