Case study analysis demonstrates successful retail renewal and commercial investment in a deprived urban community, highlighting the role of strategic partnerships and place marketing.
Explores the role of retail development in urban regeneration. Focuses on Castle Vale in Birmingham and considers the benefits arising from new retail development, the challenges for retailers and lessons for the future marketing of deprived areas. Castle Vale is one of the best examples of public sector regeneration. Managed by a Housing Action Trust, the regeneration scheme sought to improve housing, improve the quality of life for residents and work with the community to achieve positive change. A key retail element focused on the redevelopment of a run‐down shopping centre and the attraction of new tenants. The Castle Vale story demonstrates how obstacles can be overcome through the application of effective organisation, consultation, partnerships and marketing principles, and the importance of creating (or re‐creating) a positive image for an area (and its community) to attract retail investment. Draws on in‐depth interviews with key managers and stakeholders associated with the Castle Vale project.
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Mitchell et al. (2003) studied this question.
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