Regeneration Of Slough Essay

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This report is about the regeneration of Slough’s town centre, and would cover the challenges faced by UK town centre’s, relevance of place branding and vision making, evolution of Slough’s regeneration and the challenges ahead.
It was once a thriving industrial town, but Slough, today, in many ways, resembles an urban wasteland and is a poster child for serious discourse on the dynamics of urban regeneration, especially since the local authorities are currently embarked on an urban regeneration project. According to Jones (2013), Slough was hard hit by the effects of late twentieth century gradual deindustrialization in Europe, specifically the UK.
In evaluating the Slough Town Centre regeneration project, we consider in detail the background to its diminished urban standing.
Behind the curve
The administration of Slough, along with those of many town centres in the UK, has been revealed to struggle to keep up with changing trends. Changing commercial structures, especially the proliferation of …show more content…

It is the principal driving force for economic development (Bailey,_1989). It involves attracting investment and visitors by ‘the conscious use of publicity and marketing to communicate selective images of specific geographic localities or areas to a target audience’ (Ward and Gold 1994, p.2). The importance of promotion is fourfold; economic (wealth and job creation), social (create an image of a high standard of living), cultural (improve local pride and identity and foster community involvement) and political (enhance a sense of identity and belonging) (Tallon, 2013). Place branding provides a platform for the aims and benefits of regeneration to be achieved more efficiently. Especially nowadays when competition between cities and towns for investments and visitors is at its peak due to the Localism Act, any form of regeneration would need place branding to give it a competitive edge by exaggerating the benefits the scheme

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