Urban rebranding: lessons learned from Roanoke, US

Taubman Museum of Art

Roanoke 85,000-square-foot Taubman Museum of Art which opened in 2008.

There is a variety of terms to describe the need for perpetual adaptation of modern cities. Urban re-branding, re-imaging, urban regeneration, urban renewal, to name just a few. Whatever the name is, the objectives of the rebranding process are always the same: increasing competitiveness and liveability.

encouraging smart and green investments, revitalization of underdeveloped city districts, in one word providing better living conditions for citizens and attracting businesses and tourists.

This is because:

“urban localities may be regarded as ‘products’ in the sense that they provide labour, land, premises and industrial infrastructures to businesses, housing, shopping, leisure and other amenities to residents, while offering cultural and heritage products to tourists.”

One of good examples of successful urban rebranding is a small town from Virginia, USA – Roanoke. The article explaining genesis of this best practice example is published on politico.com. Here, we’ve summed up all the important lessons learned in our Sigma Infty infographics.

Finally, the article “Trains build Roanoke. Science saved it.” provides interesting definition of the economic development. The definition of Beth Doughty of the Roanoke Regional Partnership perfectly synthesis the complexity and usual misunderstanding of the concept:

“People want economic development to be a silver bullet, but it’s not. It’s like spinning plates,” she says. “No person or entity is responsible for all of the plates, but you do want them all spinning at the same time.”


For a pdf version of the infographic please click on the following link: Urban_Rebranding_SigmaInfty_Infographics

The first quote in this post is taken from geographyfieldwork.com

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