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GEOG 216 (241)

Section 5: Marketing The Post Industrial City

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GEOG 216
Geraldine Akman

Marketing The Post-Industrial City 12/5/12 1:01 AM Reading 21, Gaffney Reading about Rio à find main argument Fordist City Transformations Suburbanization • Period of massive suburbanization • A solution • Larger houses filled with more things • Creates a lot of demand o Cars o Appliances • Capital absorbing à creating more demand • Creative destruction: happens in the inner city, right beyond the CBD o Slum removal à neighborhoods seen as blank, tenant housing, unattractive à tear up these settlements and replace them with higher towers and bringing in freeways o Freeways à go through poor neighborhoods o Much more severe in the US than in Canada o Slums become dangerous, suburbs prosper Cars, busses, freeways Slum removal, public housing Containerization • Before 1960, ships were unloaded by hand • Intermodal transportation • Can be stacked on ships, or on railcars, or on tractors …etc… • Requires a transformation in infrastructure o Job loss o Ports shifting out of center à ports that can handle larger ships § Ex. Old Port Fordist City is a city in transition à a walking city transformed into a streetcar city (up until the 1960s) à Fordist city is dominated by the automobile, transition away from rails to he automobile Street cars allowed us to extend the grid out of the city further, allowing for suburbia Post Fordist City Deindustrialization • Labour structure in the first world is changed • Jobs leave the first world • Cities become entertainment spaces à tourists • Turning old industrial spaces into entertainment spaces • Post industrial areas have been marketed as “cool” places to live • What to do when industry is gone? How can governments provide an economy? o 4 choices as per Harvey § Global City § Creative City § Consumption city § Public Sector City Global, creative, consumption, public • Global cities: can’t choose to be one o Contain corporate headquarters o Have a global reach st nd rd o 1 tier (global), 2 tier (national), 3 tier (regional)… • Creative City: agglomerations, industrial clusters, horizontally integrated, vertically disintegrated, good information flow, flexible o Silicon Valley o Hollywood o Montreal à video gaming o Cities try to grasp something intangible o All about the people à creative class o Cities need to be cool and hip, appealing culture to young innovators o All of these inputs work together o Promoting the arts • Consumption City: cities have always been consumption sites, cities are markets o Tourism o Capital is mobile, people are mobile o Attracting tourists à conferences, conventions § Stay in hotels, spend money at restaurants, entertainment • Public City: universities, public sector, hospitals, research Global City: not every city can have these • Higher order consumer o World class sports team, opera … • Higher order producer services: services to corporate headquarters o Finance o Legal Services o Marketing o Advertising o Management Consulting Firms Gentrification • David Ley vs. Neil Smith • When a working class neighborhood, suddenly becomes appealing to people with more money • Creative class argument is almost a gentrification argument • Nostalgia for urban neighborhoods à begin as dangerous o First wave: students, artists, looking for cheap rent § Becomes cool and edgy § Restaurants and cafes o Second Wave: the neighborhood gets a reputation § Gradual process of people with more money moving in •
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