LIVERPOOL

LOCATION LIVERPOOL

A BRIEF HISTORY LIVERPOOL Gave West Africa manufactured goods, iron, salt & coal WEST AFRICA Gave America slaves AMERICA Gave Liverpool cotton and raw materials Liverpool is now trying to promote tourism using its heritage as an attraction. Merseyside Maritime Museum opened in 1980. The Tate Gallery of Modern Art opened in 1988. The Museum of Liverpool Life opened in 1993. A Custom and Excise Museum opened in 1994. A Conservation Centre opened in Queens Square in 1996. Also in 1996 the Institute For Performing Arts opened. The National Wild Flower Centre opened in 2001 and Liverpool was the European Capital of Culture in 2008. Today the population of Liverpool is 479,000. The Depression The 1930s brought the first problems for then Port of Liverpool. The decline in world trade, especially with the USA, Liverpool’s major trading partner, brought unemployment to the city. The main employer, the Docks no longer had the need for the masses of labour. cially with its proximity to the Atlantic, and hence the New World. The first commercial wet dock in the world was Canning Dock, built in Liverpool in 1715. Liverpool became the most heavily blitzed city outside of London. After the war massive re-building was needed. The 1950s and 1960s was a period of economic growth. Employment was good, with post war re-building and the re-emergence of world trade. London had problems of the ‘Black Plague’ and the Great Fire; so the country needed a new port to distribute ships. Liverpool was the obvious choice because of it’s proximity to the Atlantic, and the New World. The first commercial wet dock in the world was Canning Dock, built in Liverpool in 1715. Liverpool was an important centre for the slave trade. This trade from which Liverpool Merchants became wealthy was based on a triangular trade route CANNING DOCK built in 1715

WHY DID IT NEED REBRANDING? THE BEATLES WHY DID IT NEED REBRANDING? Many basic features of the city need to be generally improved, such as the housing market in the North end of the City. This also includes other things that on the whole need rebranding like; the Kings Dock, building school’s for the future and the way they cater for tourists – the quality of their accommodation and hotels. Liverpool is known for the Beatles being their only legacy since the last 50 years and want a new brand. Liverpool was very badly affected by the recession in the 80’s: For a time, in the 1950s and 1960s the local economy boomed but it turned sour in the late 1970s and 1980s as Liverpool, like the rest of the country suffered from recession. Liverpool became an unemployment black spot. One consequence of Liverpool's social problems were the Toxteth riots of 1981. THE TOXTETH RIOTS KINGS DOCK

WHY LIVERPOOL WON? The city beat five other hopefuls - Bristol, Birmingham, Cardiff, Newcastle-Gateshead and Oxford - to win the coveted prize. The feeling that the emphasis on local people was helping the city edge ahead of the competition was in evidence throughout the bid. The new identity will seek to reposition it to challenge some of the biggest city destinations in the world. The title is expected to attract more tourists, increase investment and create jobs, as well as boost the profile of the winning city. Setting out Liverpool's strengths, Sir Jeremy said: "The pack of cards that Liverpool holds in the visual arts is enormously strong... the splendours of the waterside in Liverpool and the city centre are at least as architecturally imposing and magnificent as any of the cities." "The desire wasn't just among a small team, it was in the taxi drivers, the school children, the greeters at the airport, the people in the dance and arts communities.“ Sir Jeremy Isaacs, chairman of the judges' panel. http://news.bbc.co.uk/1/hi/uk/2962008.stm

I THINK LIVERPOOL HAS BEEN VERY SUCCESSFULY REBRANDED. BENEFITS The economy will strive with the amount of tourism the scheme will attract. Not only will the new identy of the place bring people into the city, the press coverage and hype about it will alert more people. More, and higher paying, jobs will be available now also for the construction of the rebranding and afterwards. All Merseyside resident’s are to be offered an official European Capital of Culture membership card that will grant them special privileges as the city gears up for 2008. The FREE 08 Card will entitle people to benefits including free travel, special offers on theatre tickets and free children’s entry to attractions. Liverpool now looks a lot more physically attractive and a nicer place to live. The modernisation of the place and regeneration makes the surroundings and the place as a whole look better. I THINK LIVERPOOL HAS BEEN VERY SUCCESSFULY REBRANDED. OFFICIAL SPONORS OF LIVERPOOL 08