Let's go to town: Place branding, pride and prosperity
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Let's go to town: Place branding, pride and prosperity

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Attenborough Hall, City Hall

115 Charles Street

Leicester

LE1 1FZ

United Kingdom

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Let’s go to town: Place branding, pride and prosperity

Monday 6 March 2017, 10.00am – 4.00 pm


Attenborough Hall, City Hall, 115 Charles Street, Leicester LE1 1FZ

In partnership with the University of Leicester School of Business


*Please note that due to strong demand for places, the venue has been moved from the University of Leicester to larger facilities in the city centre.*

Historic places have a value which can earn them dividends: their heritage. By celebrating your story, place branding can help you harness that value for regeneration, and carve out a market position. It can help you to offer not just a place but a destination and an experience – one that people will want to come back to.

This seminar will explore how practitioners, around the country and closer to home, have sought to use their historic landscape and townscape to grow their brand. It will help you develop a proposition for your locality, as part of your own efforts to create places of pride and prosperity.

Let’s go to town will help you:

  • Learn what place branding is and its place in local economic strategy, from leading practitioners in the East Midlands

  • Hear the latest findings on the impact it can have, from the Heritage Counts report for 2016

  • Work with others to write a story for your place, with insights from experts in Historic England, the University of Leicester School of Business and others

  • Guide future planning and development to reveal your story and harness its potential for confidence and prosperity.

It will be especially useful to:

  • Local leaders and professionals in regeneration, economic development and destination marketing

  • Members of Business Improvement Districts and similar schemes

  • Elected Members, Heritage Champions, policy makers and planners in local government

  • Students, researchers and teachers in business, heritage and social policy

  • Anyone who cares for the future of our towns, cities and countryside

Indicative programme:

10.00am Registration

10.15am Introduction (Sir Peter Soulsby, City Mayor, Leicester)

10.25am Revealing the value of heritage (Clive Fletcher, Historic England)

10.40am Place marketing (Massimo Giovanardi, University of Leicester School of Business)

11.00am Shaping stories, creating destinations (Paul Bodenham, Historic England)

11.15am Questions and discussion

11.25am Refreshments

11.40am Heritage Counts: Place making research (Historic England representative)

12.00 Case studies, including

  • Nottingham (Cal Warren, Nottingham Castle)

  • Grantham & Stamford (Steve Ingram, South Kesteven District Council)

12.30pm Panel discussion

1.00pm Lunch

1.45pm Case study: Leicester

  • Introduction (Massimo Giovanardi)

  • Stories of Leicester: past, present and future (with Brian Lisowy and Grant Butterworth, Leicester City Council)

  • Conclusion (Massimo Giovanardi)

2.20pm Scriptwriting for your place brand: have a go

2.30pm Local tables for reflection and action planning

3.15pm Feedback and discussion

3.30pm Closing remarks

*Please note that due to strong demand for places, the venue has been moved from the University of Leicester to larger facilities in the city centre.*


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Date and Time

Location

Attenborough Hall, City Hall

115 Charles Street

Leicester

LE1 1FZ

United Kingdom

View Map

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