The latest issue of the Journal of Place Management and Development is now online and available here
Chung Yim Yiu: The impact of a pedestrianisation scheme on retail rent: an empirical test in Hong Kong, pp. 231 – 242.
Deborah Levy, Christina K.C. Lee: Neighbourhood identities and household location choice: estate agents’ perspectives, pp. 243 – 263.
Brídín McAteer, Simon Stephens: Town centre management: a solution to the challenges facing urban centres in Ireland?, pp. 264 – 271.
Brian Jones, John Temperley: Leeds Shopping Week: a case study, pp. 272 – 281.
Ares Kalandides: City marketing for Bogotá: a case study in integrated place branding, pp. 282 – 291
From the guest editorial by Cathy Parker, John Byrom, Gareth Roberts and Simon Quin:
“… The first academic paper, by Chung Yim Yui, is a quantitative study which establishes the impact on retail rent which results in an area after it has been pedestrianised. “The impact of a pedestrianisation scheme on retail rent: an empirical study in Hong Kong” is particularly useful as it compares two areas (one pedestrianised one not) within a very localised area, over time, through the use of a “two street, two period regression model”. As a result of the analysis of secondary data the author concludes that the net impact of pedestrianisation on retail rent yield is 17 per cent. It is papers such as this that provide evidence of the impact of various place interventions, which will help future place decision making.
Our next academic paper, by Deborah Levy and Christina K.C. Lee, entitled “Neighbourhood identities and household location choice: estate agents’ perspectives” explores why people choose to live where they do by interviewing estate agents in the Auckland area of New Zealand. The paper examines place identity and issues relating to place marketing; popular topics within this journal, but from a hitherto unexplored perspective. Estate agents are key intermediaries in the place marketing process, therefore they are key informants as regards the “clients” of certain neighbourhoods and their decision-making process. The study helps classify the key determinants of location choice (personal, location and property specific); offers a conceptual model, based on the qualitative study combined with a review of the literature; and demonstrates how important residents are in the creation of place identity.
The third paper, and the first of the practitioner-oriented papers, is by Brídín McAteer and Simon Stephens. Entitled “Town centre management: a solution to the challenges facing urban centres in Ireland?”, this paper offers a macro perspective on the role of place management within Ireland. As in the UK, town centre management (TCM) is one of the most common forms of place management and by interviewing the people responsible for the schemes (in this case all public servants) the paper concludes that despite the relative maturity of TCM there is no established way of measuring its effectiveness. Nevertheless, it is seen as a way of regenerating an urban area, and in many locations the only way of improving an area, as other investment has dried-up. Finally, the study reinforces another central theme of place management, the importance of place partnerships, but also recognises the challenges inherent in multi-stakeholder decision-making processes.
The fourth paper, “Leeds shopping week: a case study”, by Brian Jones and John Temperley, provides an example of how an event (a shopping week) can deliver economic growth and improve a specific city centre, without the type of major investment associated with, for example, physical regeneration. Although the event is successful, by conducting interviews with shoppers, the study reinforces another of the central themes of place management, the lack of direct control place managers have over the constituent parts of the “place product”. In this case, even though the activity is a city centre wide initiative, not all retailers take part. As the authors suggest, more “hard” evidence may be needed to encourage some of the smaller retailers to engage. Their paper gives some more practical recommendations for improving future events, suggestions that could also be adopted by other locations, such as a better use of social networking platforms and to adopt more of a “theme” for these events than just shopping.
Our final practitioner paper is by Ares Kalandides. Entitled “City marketing for Bogotá: a case study in integrated place branding”, the paper is based around a case study outlining the creation of a place marketing strategy for Bogota, a project which Kalandides and his colleagues have led on. Kalandides eschews the more commonplace approach to place marketing – that of the “design a logo and you’re done” brigade – in favour of a more informed and strategic methodology, based around citizen engagement, which recognises the inherent pitfalls and contradictions of the one-size fits all approach to the creation of place image. Kalandides argues that places should be understood as “interrelated loci of open-end trajectories”, in a state of continuous flux, and therefore any attempts at place branding must seek to communicate the ever-changing individual aspects of the city, as opposed to the city as whole. Of particular interest in the paper is the acknowledgement that whilst marketing/branding is a valid route to repositioning Bogota internationally; “economic, political, cultural and other instruments could play a more prominent role.” Kalandides seeks to anchor this assertion by introducing the term “integrated place branding” to describe the many place management-related processes that must work in conjunction in order for real image change to occur.”