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Summary
Programme
Panel
Video
Research Results
Introduction
A Place To Live
Retail in The City
Physical Regeneration
The Liverpool Image
Realising The Opportunities
Recommendations
Museum of Popular Culture
About Downtown Liverpool
About The Management School
Recommendations
DLIB Actions
Sponsors
Delegates
Gallery
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The Liverpool image
There are many other major positive features that the City has, and which need to be amplified more than ever before, to build up the image and marketing potential of Liverpool. These include the Waterfront, the 800th Anniversary in 2007 of the City, the Capital of Culture award designated for 2008 and of course, the association with popular music. These are assets that need to be enhanced, not least to address the negative image of the City and that of its people, built up over many years by an unsympathetic press reliant on crude stereotypes. Enhancing Liverpool’s image will, only to some extent, help surmount the shortcomings of geography that places the North West coastline at an economic disadvantage.
Estimates about the economic impact of the Capital of Culture award abound; from £2 billion of extra investment, to up to 14,000 new jobs. Yet it will be the change in perceptions of visitors and local people that will prove to be the most sustaining. The City is building a new reputation, one that is about job creation and new business formation, evident by the sound of jackhammers and the sight of scaffolding around the downtown area. There is a necessity to take advantage of the culture of the City, to utilize the capability of local artists and musical promise along with that of recent years. Opportunities abound in this area.
The City is building a new reputation about job opportunity and new business creation. We need to take advantage of our culture, to encourage local artists and the musical promise of today.
The time to promote City culture as assets to a wider global base has arrived. Entrepreneurs from the emergent Chinese economy will want to seek out new types of investment, and new places for investment. The traditional link between Liverpool and parts of China has already been examined for such potential, but we need more of this. In a similar way, the City has an opportunity to market itself to the new European countries where officials are often keen to form new alliances and eager to cooperate. And of course, in the USA were the City is still regarded as the place from which ancestors had travelled long ago, leaving Europe in search of the New World. Greater precision and accuracy in marketing Liverpool is essential to help ’connect’ Liverpool, integrating the City into wider global markets.
Realising The Opportunities
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