Society Society Society

November 2016

Newport: City of Democracy A Report by ResPublica for

Mark Morrin & Tom Follett About the Authors

Mark Morrin is Principal Research Consultant at ResPublica

Tom Follett is Devolution Policy & Projects Officer at ResPublica

ResPublica Acknowledgements

ResPublica would like to thank our partners at Newport Council for their kind support for this project. We would also like to extend particular thanks to Will Godfrey, Chief Executive of Newport Council, Debbie Wilcox, Leader of Newport Council, Huw Williams from the Newport Fairness Commission, Pat Drewett from Our Chartist Heritage, Steve Smith, Professor of Political Philosophy and Social Policy at the University of South , the Newport Economic Network, Lynne Richards, Tourism officer at Newport Council, and Jane Helmich, News and Editorial officer at Newport Council.

About ResPublica

The ResPublica Trust (ResPublica) is an independent non-partisan think tank. Through our research, policy innovation and programmes, we seek to establish a new economic, social and cultural settlement. In order to heal the long-term rifts in our country, we aim to combat the concentration of wealth and power by distributing ownership and agency to all, and by re-instilling culture and virtue across our economy and society. Newport: City of Democracy

Contents

Executive Summary 3

1. Introduction 6

2. About Newport 7

3. Place Making and City Branding 11

4. 21st Century Democracy for Newport 15

5. Festival of Democracy 22

6. Conclusion and Recommendations 27

1 LOCAL AUTHORITY AREAS OF NEWPORT AND THE CAPITAL REGION

2 Executive Summary

Place branding can play an important role in The development of cultural events and place-making, helping to articulate a sense institutions to attract visitors and investors of unique and authentic difference that has been a central feature of urban planning can make a city stand out in an increasingly in many metropolitan cities in the UK and competitive world. This report sets out internationally. the case for a city brand that builds on Newport’s historical, industrial and cultural Democracy is a tangible concept which, “A ‘Festival of Democracy’ legacy to shape a new vision for the future. in its broadest sense, can encapsulate At the centre of this vision is the idea of the social and economic interactions of would be an ideal way to ‘Democracy’, a concept that speaks to the particular citizens and communities that introduce the public to the city’s rich political history, its association come to define a sense of place. And concepts of 21st century with the Chartist movement and its legacy place, as the Brexit result reminds us, is a democracy, to debate and as ‘home of the vote’. decisive determinant of outcomes, be they health, education or income. Newport as test them in a controlled Newport as a ‘City of Democracy’ is a ‘City of Democracy’ offers the promise of a environment” distinctive brand proposition that could shared future that can counter the effects be transformative. More than a superficial of fragmented communities and refashion marketing exercise; it is something that a mutual understanding of economics, has depth and meaning, something that politics and an enfranchised society. can embody Newport’s ambitions, and re- position the city in relation to local, national Democracy is an ideal to aspire to, which, and potentially international networks. It to be realised, requires citizens to be could allow a number of related activities autonomous, capable, and invested with – festivals to celebrate political history, the information they need to participate in democratic models of shared ownership, society. Effective democracy requires better and new methods of participating in local use of the powers and resources available decision making - to connect citizens and to society. The question for a representative communities; shape public services; and democracy is how good its systems and rules drive economic development. are at representing the views of the people and whether there are more effective means ‘City of Democracy’ captures a sense of of allowing a wider group of citizens to Newport’s cultural identity which, we argue, participate in the process of government. can play a significant role in place-making. This type of cultural led development has The principles of localism and place-making, been attributed, by some academics and that are beginning to take root in Wales and urbanists, to whole city regeneration and around the UK, provide a real opportunity in some places the emergence of a new for communities to develop and transmit cultural and ‘creative class’ (Florida, 2002). an unmistakable offer that can capture

3 Executive Summary

and build on their unique cultural heritage potential Newport will need to create a We argue that if Newport is to embark on while forging the possibilities for a new but more balanced economy, one that is less such a strategy, to re-vision and rebrand genuine future. Newport’s city brand can dependent on the public sector and large its social and economic future, then the enable communities to build on their local employers. It must secure its position concept of ‘City of Democracy’ can help heritage and assets, and, anchored by a linking South Wales to the West of England, achieve this by connecting with and deep sense of civic ownership, help shape grow its emerging digital cluster, and renewing its cultural heritage. As a potential a new and locally distinct settlement. This diversify its economy. brand it is something familiar and known, an could not only provide a major rebalancing idea that has depth and which is in its own of investment but also offer a major driver of Newport as ‘City of Democracy’ can build way uniquely and authentically associated economic development and place-making. on its political heritage to help promote with the city. It can speak directly to the principles of inclusive growth, to Newport’s history as well as its connectivity A deep and fully realised understanding of ensure that future steps to attract business to a global debate about the future of the role of democracy could not only help and investment can enable Newport to democracy. In this way, the brand can Newport drive a place-making agenda but become an attractive place to live and become more than an empty slogan. It can also transform local democracy itself. work, where people can afford a good function as a platform for ideas that could standard of living and play an active role in once again make Newport a leader in the Newport’s legacy the wellbeing of the city. development of a new democracy. Newport’s story is intertwined with the City branding Delivering a ‘City of Democracy’ history of Britain’s economic and political development. As one of the first places Whether it’s to boost tourism or to help Making the concept of a ‘City of Democracy’ in the world to industrialise, it was also create a general sense of civic pride, city real and authentic could involve drawing instrumental in the development of branding has become an important part of on the links between cities and democracy the Labour movement and the right to place-making for many cities around the in the past, and creating new ways of vote – the armed uprising in 1839 by the world. Responding to their own challenges, governing and representing Newport’s Chartists being the last of significant size other cities have successfully used city people in the future. Historically, the on British soil. The effect of subsequent branding to provide a focus and a strategy republics of ancient Athens and Rome, and de-industrialisation, experienced by many for life in the city. ‘I love NY’ is the first and the medieval Hanseatic League alliance, western economies, has not been without perhaps most famous of city brands but remind us of a time when cities were in its problems, some of which persist today. Glasgow is also celebrated for its long many ways stronger than nations. Today, Yet, the city has adapted better than most. running campaign which in its current cities are again taking on an increased role form is branded ‘People Make Glasgow’. in governing all over the world, for example Newport has recovered from a period of City brands are typically targeted at a wide through the Global Parliament of Mayors. economic decline to become an important audience of potential residents, investors, Cities are responding to global crises and base for employers from a range of sectors and culture producers. They often act as an the impacts of a global economy which in the nascent Cardiff City-Region. It is well ‘umbrella’ for various city sub-brands, such nations are ill-suited to deal with, and new connected via the Great Western Main Line as destination management and inward democratic technologies enable their and M4 to Cardiff, and London. Its investment, and when most effective they citizens to play an active role. population is better-educated than the are strongly integrated with city marketing Welsh average, with 35% of working age agencies and partner organisations. In Newport, the democratic context of adults having a higher level of qualification the city is changing. The vote to leave the (Level 4 or above – the equivalent of one Those cities that have succeeded in city EU, the creation of the Cardiff City Region, year of university), and its workforce is branding have moved beyond early devolution to the Welsh Government, and more productive (productivity per worker, attempts at simplistic exercises in logo low turnout in council elections; these are at £43,920, is almost equal to Cardiff’s at creation and ‘sloganeering’. The lessons all issues that combine to raise a complex of £44,350). Recent regeneration projects, are that city branding is more likely to new questions. primarily in the city centre, have also succeed where strategies are consistent helped to transform the city’s profile. and long term; where partners and the The implications of ‘democracy’ span many various agencies of city marketing are areas. Economically, the legacy of co- However, Newport still needs to overcome coordinated and integrated; and where operatives and friendly societies provide certain challenges. It must tackle high the brand functions as the primary over- a way in which people could gain power unemployment and high levels of arching platform for all city messaging and through shared ownership. In the future, deprivation, concentrated in some areas promotion, to which other sub-brands are new fiscal powers for the region could of the city and which threaten to hold strongly connected but clearly subservient. enable prosperity to be better shared. With back future growth. To fully realise its increasing growth, the displacing of lower-

4 Newport: City of Democracy

income families and small businesses must the community, including those less likely 5. Newport should examine how be managed to avoid disempowering to engage, with varied content that is both community hubs can work with communities without land assets. The skills entertaining and intellectually challenging. Jobcentre Plus, Families First and the system must also enable the council to Department for Work and Pensions actively help those ‘left-behind’ and who We suggest that this could include a TEDx (DWP) to deliver labour market need help to participate in economic and event as part of the festival programme interventions, including data-sharing political life. which will provide a platform for local from DWP. speakers to address a global audience; To better represent citizens, Newport public debates and competitions; and the 6. Explore incorporating the ‘Newport should stay involved with discussions on trial of a collaborative policy-making tool Story’ into the school curriculum the future of the voting system in local to draft a ‘declaration’ to be released at the elections and introduce new democratic end of the festival. Alongside this we would 7. Use the Citizen’s Panel to trial a tools, starting with small scale trials. These envisage the conventional attractions of range of new, collaborative digital could include collaborative policy-making, food, drink, music and performance as well democracy tools virtual currency rewards, responsive as other carnival elements such as street notification of council decisions, and direct events and historical re-enactments. 8. Participate in discussions around forms of democracy. These tools, some electoral reform of which were developed by the EU- We propose that this should be an event funded D-cent project, are already used in organised in partnership with community 9. Create a ‘Festival of Democracy’, cities around the world such as Reykjavik, groups, individual citizens and local drawing on both historic and modern Helsinki, and Madrid. The Newport Citizen’s business who will volunteer their time and contexts, generating debate and Panel offers an idea test-bed to trial these services to staging such a festival. However, pioneering real-world uses of new new methods of involving citizens in once a detailed budget has been prepared, democratic tools. decision-making. identifying all elements of a festival programme, we anticipate that Newport A Festival of Democracy City Council would need to fund at least half the required costs with the remainder A ‘Festival of Democracy’ would be an coming from Welsh Government, the EU ideal way to introduce the public to the (where permissible) and private sponsors. concepts of 21st century democracy, to debate and test them in a controlled environment. Festivals are increasingly Outline recommendations regarded as an important element of urban regeneration globally and can be good 1. A branding strategy for City of value-for-money, often generating local Democracy should be agreed with all economic benefits, and leaving a lasting stakeholders and partners legacy. Newport is already looking to build upon its successful Food Festival and 2. Measures to support co-op and mutual Chartist Festival, and a one-off or recurring ownership for established and new local Festival of Democracy would both draw businesses should be implemented in the city’s communities and prominently promote the city to a wider audience. 3. Newport should remain engaged with ongoing devolution discussions with All members of the local community, Cardiff Capital Region around fiscal including heritage groups, schools, devolution, and to prioritise its digital colleges, businesses and wider cluster in growth discussions stakeholders can be involved in the design, organisation and delivery of an inaugural 4. Newport should closely track the Festival of Democracy in November 2017, influx of more affluent arrivals and to coincide with the anniversary of the the potential displacement of lower- Chartist uprising. This could take place income families and small businesses across a number of city venues, including in the city and support Welsh Assembly locations associated with the Chartists. Government efforts to pass Assets of The festival will explore all facets of Community Value legislation, with the democracy and appeal to all members of aim of identifying such assets.

5 1. Introduction

This report for Newport City Council sets This said, we also believe that it can work out a 21st century vision for the city, as an effective branding platform that one that builds on the city’s historical, can help to capture Newport’s ambitions, industrial and cultural legacy to help and which can help re-position the shape a modern future, which promises city in relation to local, national and a new direction for social, economic and potentially international networks. As part democratic renewal. At the centre of this of this overarching proposition we have “Newport as a ‘City of new vision is the idea of ‘Democracy’, developed a number of related themes Democracy’ is more than a a concept that speaks to the city’s and activities that can co-evolve, to city marketing exercise; it is association with the Chartist movement not only help democracy drive a place- something that has depth and and its legacy as ‘home of the vote’. We making agenda but also transform local present the case that this core idea can democracy itself. meaning not only in the past be transformative, to help enliven, engage but presently and in the future.“ and build communities.

Newport as a ‘City of Democracy’ is more than a city marketing exercise; it is something that has depth and meaning not only in the past but today, and in the future.

6 2. About Newport

Newport’s story is intertwined with the during the 19th century when the port history of Britain’s economic and political became the focus of coal mined from development. It is a significant role that the eastern valleys of South Wales that is perhaps now underappreciated. As Newport grew to become the largest one of the first places to industrialise, exporter of coal in Wales. it has also been at the forefront of a deindustrialisation process, experienced The period between the late 19th and early “Newport was the site of by many western economies. This has 20th century was a boom time for Newport the last large-scale armed not been without its problems, some of when the population was expanding insurrection in Britain, the which persist, but Newport has adapted rapidly. New docks were constructed of 1839 led better than other places. It now has a including Alexandra South Dock which range of large employers, with a promising opened in 1892 and was at that time the by the Chartists…a mass digital cluster, and excellent connections largest masonry dock in the world. The working class movement who to South Wales and Western England expansion of iron and steel works in and sought political reforms” that have helped it adjust to changing around Newport also contributed to its economic circumstances. The causes expanding economy with the opening of which Newport’s Chartist movement Lysaght’s Orb Works in 1898 employing fought for have become in large part an 3,000 staff. Newport was at this time a major everyday reality for people in Britain and focus of international trade with 8 consuls in democracies around the world. Building and 14 vice-consuls. on this legacy can help to promote the principles of inclusive growth, to ensure Urban expansion took in and that future steps to attract business to the south of the river which and investment can enable Newport to eventually necessitated a new crossing become an attractive place to live and of the Usk, provided by the Newport work, where people can afford a good Transporter Bridge completed in 1906. standard of living and play an active role in Further extensions to the South Dock were the wellbeing of the city. followed in 1907 and 1914. However, the port had gone into decline even before 2.1 The Past – the rise of an the great depression, with falling coal production and competition from Cardiff, industrial city and in 1930 the Town Dock was filled in.

Newport, situated on the and at Yet Newport remained an important the confluence of the River Severn, has manufacturing and engineering centre been a port since medieval times, gaining and experienced something of a post- its first charter in 1314. However, it was war resurgence with the help of a broad

7 About Newport

industrial base including foundries, The Chartists were a mass working figure for of 0.81 jobs per working age engineering works, and a market town class movement with a particularly person which is higher than the Wales that served much of . strong hold in the South Wales and UK average.1 It is therefore also an The city attaining full cathedral status Valleys. They sought political reforms, important commuter city with a Travel in 1949, the opening of the modern through a People’s Charter, including to Work Area that incorporates much of integrated steelworks in 1962 ‘a vote for every man twenty-one south Monmouthshire. It has a net inflow secured new jobs in the industry, while the years of age, of sound mind, and of approximately 9,000 workers, with the construction of the and local not undergoing punishment for largest proportion of commuters travelling sections of the in the late a crime’. The Chartists sought in from Caerphilly, Torfaen, Cardiff and 1960s, made Newport the best-connected change through constitutional Monmouthshire.2 The city also provides place in Wales. The recessions of the 1980s means including public meetings, an important connecting role across the and 1990s nevertheless hit the community demonstrations and petitions, Great South West conurbation with a larger hard, with the decline of the steel and although several outbreaks of number of Newport residents commuting coal industries causing a significant loss of physical resistance and violence out to Cardiff (the largest travel to work employment. The financial crisis of 2008 erupted in different parts of the destination) and Bristol than currently travel did not help, but the fragile economy did country. In 1839 a large scale armed in from those areas. see recovery through a successful inward rebellion marched on Newport investment programme and an emergent to liberate fellow Chartists who The resident population is educated to a high tech sector. were reported to have been taken higher level than the Welsh average, with prisoner there. This resulted in the over 35% of working age adults having Newport has proven to be highly resilient largest civilian massacre committed Level 4 qualifications or above, and contains to structural shocks. The city has acquired by the British government in a higher proportion of managers, directors a range of new public sector employers the 19th century, with over 20 and senior officials than Cardiff, Bristol and administration centres, including: the demonstrators killed when troops and the English and Welsh averages.3 headquarters of the Office for National opened fire on them. This suggests that the city has already Statistics; the headquarters of the United started to transition from a predominantly Kingdom Intellectual Property Office working class industrial economy into (formerly known as the Patent Office); the something more diverse and productive, headquarters of Wales and West Utilities; Newport was also the place where the one that is increasingly attractive to an the shared-service centre for HM Prison Miner’s Federation of Great Britain was aspiring and high achieving workforce. The Service; the Passport Office for much founded in 1889 and it has a strong city consistently ranks above the Welsh of the south and west of the UK; and association with the suffragettes. All this average for City Centre Competitiveness the Wales headquarters of the Charity clearly identifies the city as an instrumental (Huggins, 2013)4 and consequently it is a Commission and British Red Cross. In place in the development of the labour major contributor to the Welsh economy, addition, large private sector employers movement and the right to vote. generating a total GVA of £4.74bn, with a have been attracted to the city such GVA per worker of £43,920 almost equalling as Admiral Insurance, Lloyds Bank, the 2.2 The Present – post- that of the capital, Cardiff at £44,350.5 headquarters of insurance comparison site Gocompare, Airbus, Tata Steel, industrial Newport, how the In terms of business formation the city has Panasonic, International Rectifier and city is performing a broad range of sectors of which the larger SPTS. A Richard Rogers-designed Inmos employment sectors include Production, microprocessor factory has also helped Newport was granted city status in 2002 Wholesale, Retail, Transport, Hotels and to establish Newport as a presence for and is the third largest city in Wales with Food, Finance and Insurance Services, emergent technology companies. a population of approximately 150,000 and Professional, Scientific and Technical people, projected to grow to 170,000 by activities. Heavy industry and manufacturing In addition, and alongside its industrial 2036. The city forms part of the Cardiff- remains an important sector for the city, legacy, Newport also has a proud cultural Newport metropolitan area, with a although employing fewer than in the and political history at the forefront of population of 1,097,000. It is also situated past – the rolling mill is still active at Corus working class political movements. It between the two cities of Cardiff and and at the mouth of was the site of the last large-scale armed Bristol, forming a pivotal role as part of the the River Usk, the Sims Metal Management insurrection in Britain, the Newport three Great Western Cities (GWCs), with a plant hosts the world’s largest industrial Rising of 1839 led by the Chartists. combined population of almost 1.8 million. shredder for scrap metal with access by road, rail and sea. Tourism and the visitor The City of Newport functions as a economy have become increasingly significant employment centre supporting important. Newport hosted the Ryder Cup nearly 69,000 jobs, with a job density in 2010 (when visitor numbers peaked at

8 Newport: City of Democracy

TRAVEL TO WORK FLOWS  NEWPORT

NEWPORT Travel to work totals

30,415 Inflow: persons who commute to Newport from other local authorities in the UK

21,436 Outflow: persons who commute out of Newport to other local authorities in the UK or abroad

8,979 Net Change: overall population increase from commuting

All categories: method of travel to work (2001 specification)

Source: ONS, Census 2011

over 2.5m) and the NATO Summit in 2014. and spaces for business start-ups, stimulating £60m investment through the Welsh Newport will continue to attract more further growth and business investment and Governments Vibrant and Viable Places world-class events once the new Wales furthering the vision to re-shape the life of Framework, the City of Newport’s steady International Convention Centre is built in the city centre. Newport’s city centre retailers history of economic regeneration activity the city. A year on year increase from £181m have recently voted to become a Business affords the Council a prime position to in 2009 to £261m in 2014 reflects the value Improvement District. maximise the opportunities that exist and or tourism to Newport.6 address the challenges that remain. In the last ten years Newport has Newport has an impressive inward established a sound platform for future The city is clearly evolving and there is a investment and re-investment track record; economic growth, with a range of need to balance its industrial past with a the city ranks 3rd in a Lambert Smith significant projects completed totalling future offer that can generate more and Hampton study of the best office locations around £230 million in value. Riverfront different growth for the benefit of all its outside London and 7th out of 100 UK cities improvements, a new railway station, the citizens. This presents an opportunity to for robust economic growth to 2020.7 The new University of South Wales campus build a more cohesive community and city is also undergoing one of the largest and reclamation of the Old Town Dock create a new local narrative that can speak regeneration programmes in the UK, with area are only a very small example of to both the National (Wales) and sub- public/private sector investments potentially the wider developments that have taken national agenda (including its role as part totalling £2 billion by 2020. This includes £15 place in the city. Together with other of the Cardiff City Region and as a pivotal million from Welsh Government to invest in recent major investment programmes, location in the Great Western Cities). Vibrant and Viable Places to convert run- such as the £100 million Friars Walk down city centre properties into new homes retail and leisure scheme, and the

9 About Newport

2.3 The Future – the Evidence also shows Newport to have one in line with the UK trend. However if output of the largest digital clusters in Wales10, with per capita could match London (based on opportunities for place Digital Technologies - particularly hardware 2014 figures) then this would lead to a GVA making and telecoms - identified as a growth uplift of £31.7 billion per annum.12 sector for the area. Newport has an award While much progress has been made, winning university campus at the heart More than double the working population of Newport will need to overcome certain of the city where the Alacrity Foundation, Newport are employed in the private sector challenges. Unemployment is above the set up a few years ago, is mentoring top compared to the public sector, suggesting a Wales and UK average and particularly high graduates in entrepreneurship with a view large number of residents commuting out of in some wards in the city such as Pillgwenlly, to them establishing new technology Newport to private industry in other areas. It Tredegar Park and Bettws, which rank companies. A number of blue chip IT and is possible that many Newport residents are amongst the highest on the Welsh Indices for data services companies have also been commuting out to work because there is a Deprivation, including for poor health. High attracted to Newport due to the physical lack of demand for job opportunities locally. unemployment, particularly amongst the younger population aged 18-24, alongside security these sites offer and the area in However, while there is a need to grow and lower skills account for a ‘productivity gap’ general. Consideration will need to be given retain talent in Newport and to provide compared with other stronger performing to how these sectors can be supported higher value jobs in the city, the benefits of city economies in the UK and Europe. 8 and strengthened as part of a place-based ‘constructed agglomeration’ are based on industrial strategy through the provision collaboration between multiple cores aimed To fully realise its potential Newport will need of an appropriately skilled work-force, and at achieving a larger scale and stronger to create a more balanced economy that the availability of finance as well as tailored economic position than can be achieved by is less dependent on the public sector (the support to businesses in the region. Allied to individual centres alone. Newport will need city is ranked 57th out of 64 for private sector this, opportunities for economic growth will to play a critical role to drive agglomeration employment9) and larger firms (at 0.9% the need to include those currently locked out of forces in ways that benefit its own businesses city stands above the Wales average of 0.4% the labour market or at risk of low skilled, low and residents in the wider metro area. There for large employers) which have impacted paid employment. are clearly challenges in working across on lower levels of entrepreneurship and national borders, including devolved fiscal business start-ups. It will be necessary to Further, Newport must become a key driver and spending policies but the evidence from raise average productivity across all the city’s of economic growth across South East Wales Europe where many citizens routinely travel industrial sectors, to support wider private and South West England. This will need to to work across borders suggests that these investment, and to encourage growth across build on the rationale of agglomeration and matters can be overcome. a more diverse range of large, medium and how the economies of Cardiff, Newport, especially new micro businesses. and Bristol can be brought closer together Connectivity is an important element of Despite contraction manufacturing to achieve the benefits of scale, density and agglomeration and Newport is ideally continues to offer access to higher skilled specialisation to accelerate growth across situated to drive this agenda as a key work through a number of internationally the region. The Great Western Cities (GWC) connector city. This role has already been recognised companies, with Advanced conurbation is estimated to be the largest identified and advanced by Newport Smart Manufacturing, particularly related to energy and most connected economic area in the & Connected City, the council’s inward technologies, identified as a future growth UK, with more people commuting across investment and marketing body which sector for the area. Other key drivers for the metro area than between Manchester promotes Newport as a place to invest. This growth over the next 10 years - both locally and Leeds in the Northern Powerhouse. identity as a strongly networked location and regionally - include: ICT, Life Sciences, Economic modelling has shown that a to visit and invest will help to establish Finance & Professional Services, Tourism and 20-minute reduction in journey times could Newport’s future in a more outward facing Construction to meet predicted demand for result in higher productivity and lower welfare and globally interconnected economy. physical regeneration and housing demand. benefits.11 The GWC area is already performing

1 Nomis: Labour Market Profile – Newport: Jobs Density (2013) – Newport Economic Growth Strategy 2015 2 MetroDynamics, Britain’s Western Powerhouse, February 2016 3 ONS annual population survey, NOMIS, 2015 4 Huggins City Centre Competitiveness Index, 2013 5 ONS Regional Gross Value Added (Income Approach): December 2015 6 Newport Economic Growth Strategy 2015 7 http://www.keycities.co.uk/newport 8 Newport Economic Growth Strategy 2015 9 Centre for Cities Index 2014 10 National Institute of Economic and Social Research: Measuring the UK’s Digital Economy. Figure 4: Location quotients of digital economy companies by Travel to Work Area, 2012. 11 Peter Brett Associates, cited in Britain’s Western Powerhouse, February 2016 12 MetroDynamics, Britain’s Western Powerhouse, February 2016

10 3. Place Making and City Branding

Whether it’s to boost tourism or to help The branding and marketing of cities and create a general sense of civic pride, city towns is attributed in its first recognisably branding has become an important part modern format to the ‘I love NY’ campaign of place-making in many cities around the undertaken in New York nearly 40 years world. The rationale for introducing city ago. In 1977 the State Department of branding programmes is that urban areas Commerce hired an advertising agency to are increasingly competing against each implement a $4.3m marketing campaign “The ultimate promise of other for scarce resources in a globalised aimed at accentuating the positives of the world. Proponents see this as a means of area, as a remedy to the negative images city branding is to create differentiating and communicating their then prevalent about the city, especially enhanced awareness in unique advantages to key audiences - those of financial and economic failure key marketplaces which in students, tourists, migrants, and investors. and of urban crime. The resultant ‘civic turn increases customers, The ultimate promise of city branding boosterism’ went on to inspire several is to create enhanced awareness in key more city branding campaigns in New York generating business, marketplaces which in turn increases and all manner of merchandising. I love NY employment and prosperity.” customers, generating business, became a much copied logo and slogan, employment and prosperity. passing a longevity test which few other city branding projects surmount. 3.1 Definition, history and practice

City branding has been defined as:

“The application of branding as a management discipline to the marketing of towns and cities, so as to provide an overarching framework of urban imagery and messages within which specific residential and external audiences may be more effectively addressed through targeted marketing and sales activities; the external audiences in question are typically I love NY directly influenced other cities those of tourism, inward investment, including those in Europe. In 1983, potential occupiers of property, and Amsterdam and Glasgow introduced prospective students”.13 the Amsterdam has it and Glasgow’s miles

11 Place Making and City Branding

better city brands. In turn, other UK In Europe most nations practice Glasgow Case Study and European cities followed. By the destination management with nearly beginning of the twenty-first century all principal cities boasting a DMO and Glasgow’s city brand is currently slogans were increasingly finding destination brand. However, in most known as PEOPLE MAKE GLASGOW their way into urban centres and the cases there are few instances of a wider (2013). This is the third iteration of a regeneration toolkits of provincial cities as city branding enterprise. Typically, city city brand that started in the 1980’s ‘another way of selling cities’.14 brands transcend destination marketing with Glasgow Miles Better and which in that they seek proactively to target continued with Glasgow: Scotland In the UK this included, for example, audiences wider than those of the visitor with Style. The latest campaign is Birmingham’s (Europe’s meeting place), economy to include existing residents and implemented by the city’s dedicated Liverpool’s (Maritime city), Stoke’s (Do businesses, potential inward investors, marketing bureau, a subsidiary china in a day), Bradford’s (Bouncing students and cultural producers (film/TV). company incorporated in 2004 and back), Manchester’s (We’re up and going), formed to promote and improve the Edinburgh’s (Inspiring Capital), and Crucially, city brands supply an well-being of people in Glasgow. Leeds (Live it. Love it). City logos included overarching set of imagery and messages These objectives are achieved through the Belfast B; the Birmingham B; the within which the targeted marketing a range of strategies directed towards Nottingham N, and the Manchester M. activities of various agencies (typically increasing the economic activity European city brands included: The Hague: DMOs, inward investment agencies, within Glasgow as a place to live, work international city of peace and justice, chambers of commerce, transport and pursue leisure activities, and also Everything points to the Maastricht region; authorities and universities) may more as a city to conduct business and Live Riga; Rotterdam: World port, world city; effectively bring about a desired outcome. attract inward investment. Only Lyon and the Copenhagen: open for The ‘umbrella’ of city branding is its you, The Bilbao B. hallmark, serving to differentiate it from Glasgow’s current brand has a the destination branding to which it is unique story. It was developed However, while city branding has gathered nearly always linked and to emphasise its through a global, digital conversation some momentum in Europe over the multi-dimensional nature.16 which asked the question “What past half century, the practice remains the makes Glasgow a great city?” Over exception rather than the rule. The vast While destination brands can be found 1,500 people from 42 countries majority of cities and towns do not have an in most urban contexts, city brands are contributed to the conversation by explicit city branding strategy, platform and much less common. The norm is for there sharing their brand ideas, stories, delivery mechanism in place. Indeed there to be a destination brand, but no city images, videos, music and poems. is widespread absence in both Europe’s brand. Further, where city brands do exist, Overwhelmingly, the number one capital and second tier cities. London, Rome the destination brand nearly always acts response from contributors was that and Paris do not work to a formal city brand as a sub-brand of the city brand. In other it’s the people of Glasgow that make in promoting themselves, which given words, the city brand is utilised for various the city great, which, ultimately, led their relative and accumulated advantage strands of ‘official’ city marketing activity, to the development of PEOPLE MAKE may well be regarded as unnecessary.15 But including the destination marketing GLASGOW as the city’s new brand. neither are other ‘lower’ tier cities minded to undertaken by DMOs to penetrate city PEOPLE MAKE GLASGOW can also undertake city branding projects, perhaps break, events and convention markets, be used with an extender word – an unconvinced about the benefits and while also embracing other key audiences emotive word which can be used to outcomes of such practice. referred to above.17 get a more specific message across about an industry focus, campaign 3.2 City versus destination In Berlin, Amsterdam and Glasgow the city or theme PEOPLE MAKE GLASGOW: brand is currently being used amongst Home; Creative; Greener; and so on. branding other things as a ‘tourism’ sub-brand. Here the effectiveness of the city brand has The academic literature makes an been made possible by the development important distinction between city of integrated city market agencies, such as branding and destination branding carried the Berlin Partner, Amsterdam Marketing out by destination marketing organisations and the Glasgow City Marketing Bureau. (DMOs). Destination brands are by These have emerged as prototypes for comparison relatively widespread and other cities seeking to coordinate a unproblematic design frameworks within spectrum of different target audiences.18 which places can enhance their profile and attract visitors, as first undertaken by spa towns and seaside resorts.

12 Newport: City of Democracy

3.3 Evidence of what works the costs associated with achieving a and Cardiff, Newport is at the heart minimal level of visibility and impact can of the growing Great Western Cities While city branding platforms may prove be prohibitive when balanced with other conurbation. The city is strategically to be the exception rather than the rule statutory obligations which take a higher placed on the with excellent they have nevertheless multiplied and priority and when the benefits are so road and rail links beyond the region to become more sophisticated in recent hard to quantify. the cities of Birmingham and London and years. However, their effectiveness and to Heathrow and Gatwick airports. In this ultimate value remains difficult to assess. Europe’s near 40 year experiment in city context Newport is a Gateway for Wales Failure rates amongst city branding projects branding presents a backdrop populated to connect with the major agglomeration are very high.19 There are reportedly just and characterised by infrequency and (where economies of England. two exemplary practices of city branding city branding does exist) varying degrees of platforms now operative in Europe; the I success. Those cities that have succeeded Smart & Connected Amsterdam and People Make Glasgow. have moved beyond early attempts at The perceived failure of many campaigns simplistic exercises in logo creation and Smart & Connected serves as Newport’s has become a significant factor behind the ‘sloganeering’. The lessons are that city inward investment tagline. This speaks to reluctance of many municipalities to risk branding is more likely to succeed where: Newport’s potential to grow and prosper using city branding. as a vital ‘Connector City’ within what is • The brand functions as the over- currently the largest economic sub-region The actual practice of city branding in arching platform for all city messaging in the UK. This portrays one possible early twenty first century Europe belies and promotion , to which other sub- future for the city as an attractive place for its potential. For the most part city brands brands are strongly connected but businesses to invest and as an affordable come and go, with very little evidence of clearly subservient commuter city in which to live and work. impact and effect. There are numerous Positioned to serve both the wider travel reasons cited for this: • The commitment to the brand is to work areas of Bristol and Cardiff, as well practiced by all key city institutions as other surrounding towns in Wales, the • City branding is often the source of including local businesses idea of a ‘Connector City’ also presents misunderstanding and confusion as to the possibilities for a new economic base its purpose, structure and application. • The practice is consistent and the and local job market as an interlocutor It has been suggested that city leaders strategy long-term that facilitates interactions between larger often “don’t understand the benefits and employment sites, businesses and supply concepts involved in place branding”.20 • The various agencies of branding and city chains. The multi-million pound investment marketing are coordinated and integrated. in the city’s broadband and digital • Cities present a large, complex, and multi- connections also plays to the smart city dimensional set of propositions which, • The commitment to funding is sustainable agenda to become “Super Connected”. unlike corporations, are difficult to reduce and commensurate with achieving at to a number of core values, products and least a minimum level of impact. City on the Rise messages that can be controlled as a “cohesive and unique brand”.21 3.4 Branding Options for City on the Rise is the strap line which Newport Council has used in recent • City branding aims to create the Newport years to promote its ambitions for the umbrella under which more targeted, city and particularly its achievements in sectoral marketing activities can occur. In There are a number of options for a Newport regenerating the city centre, including practice, fully-fledged sub-brands tend to city brand, which play on its local history and Friars Walk and the retail quarter. It be weakly reflected, unless integrated by existing associations, some or all of which successfully captures the sense that a dedicated city market agency. 22 could be associated and used as part of an Newport is changing for the better, that overarching city branding platform. it is open for business, and an attractive • City branding projects prove resistant proposition for investors. It can also act as to evaluation and the establishment of Gateway to Wales a positive and uplifting phrase to attract precise impacts and rates of return on new young wealth creators and families investment (ROI). It is simply too difficult Newport is already known as the by playing to the excellent quality of life to control for what might have happened ‘Gateway to Wales’, a strap line which is which the city affords. in any event – the so called counterfactual used in various promotional materials - with or without a city brand.23 for the city. While this is an effective and accurate description it only speaks to • Even when the key institutions of a city one half of Newport’s connecting role are keen to introduce place branding in the region. Situated between Bristol

13 Place Making and City Branding

Backing Newport A city made famous by the long struggles techniques. In doing so, it could become ‘City to achieve the rights and freedoms which of Democracy’ not just in name but in nature. The ‘Backing Newport’ campaign by South we enjoy today can play a leading role Wales is a supportive strap line that has been in shaping the democratic processes of In this way the brand can become more recently adopted to promote the city in the tomorrow. This could promote and celebrate than an empty slogan. It can function as a local press. This campaign has highlighted the city’s democratic heritage for the social, platform for the development of a whole recent developments that are helping to cultural, educational and recreational programme of action including festivals, transform the city. It has also featured the many benefit of the general public, helping to educational inputs and community assets that make the city an attractive place to champion citizenship and participation in engagement, incorporating the work of live, work and do business including; beautiful the democratic process. It could also help the local chartist heritage groups and countryside, coastlines and the wetlands nature to drive tourism via associated festivities to wider participation in public services. reserve; its leisure facilities - new walking and attract visitors to the area. Newport has been pioneering in Wales cycle routes linking the city centre and its in setting up the Fairness Commission rural hinterland; and impressive sporting links 3.5 Preferred option, ‘City of (which we discuss further, below) and - Newport Gwent Dragons, Newport County there are options, both large- and small- AFC, the Football Association of Wales Centre Democracy’ scale, that Newport could take up to be a of Excellence, an internationally recognised leader in the UK on democracy. golf course, and the There are a number of slogans, strap lines which is one of only five internationally and campaigns that are currently and It is not presently clear how pre-existing recognised cycling facilities in Britain. simultaneously in use. While each has its brands and slogans currently used across merit none could accurately be described as the city might fit within a ‘City of Democracy’ Home of the Vote an intended city branding strategy or over- branding platform. It is possible that they arching platform as currently practised in could simply co-exist without need for The city is also famous for its historical other cities or understood in the literature. explanation or reference. However, there is connections with the Chartist Movement the risk that such an approach would dilute and proudly associates with this tradition as If Newport is to embark on such a strategy, to and limit the effect of the over-arching the ‘Home of the Vote’. The local organisation re-vision and rebrand its social and economic brand. The ‘City of Democracy’ tagline may ‘Our Chartist Heritage’ formed to coincide future then it will need to light upon function as a distinct offer within a destination with the 175th anniversary of the Uprising something that can connect with and renew management plan, or even more narrowly in in Newport, aims to promote Newport and its cultural heritage. The concept of ‘City of relation to a specific event or series of events, South Wales as a root of modern democracy. Democracy’ clearly achieves this. As a potential including a festival. But again this may serve The celebration of the Chartists contains the strap line it is both fresh and new, in so far as to minimise the potential of the brand. kernel of an idea that can help to connect it is not currently in use. But at the same time Newport’s local history as an important it is something familiar and known. The idea There will be a need for Newport City Council city in the development of democracy and has depth and is in its own way uniquely and to review how the separate functions of universal suffrage, with an outward facing authentically associated with the city. destination management, inward investment, message of national and global significance. and overall city marketing are managed As a potential brand platform ‘City of and brought together as part of a coherent City of Democracy Democracy’ can speak directly to Newport’s strategy that can be best served by the ‘City history as well as its connectivity to a global of Democracy’ brand. At the same time there The concept of Newport as a ‘City of debate about the future of democracy. will be a need to consult widely with residents Democracy’ is a potential brand that could There’s a real opportunity for Newport to and business about the future city brand speak to the city’s historical legacy while take the lessons from ‘democratic cities’ and how this might work. Buy-in from the giving expression to a modern 21st century elsewhere and from other periods of history, local business community will be especially understanding of the democratic ideal. and combine them with new ideas and important in transmitting the brand.

13 Heeley, J. (2015) “City branding: is it really a good idea?” in Cooper, C. (ed.) Contemporary Tourism Reviews, Oxford, Goodfellow, pp.333-376. 14 Law, C.M. (2002) Urban Tourism: the visitor economy and the growth of large cities London, Continuum. 15 Hospers, G. (2011) “City branding and the tourist gaze” in Dinnie, K. (ed.) City Branding: Theory and cases, Basingstoke, Palgrave Macmillan, pp.27-35. 16 Dinnie, K. (ed.) (2011) City branding: theory and cases, Basingstoke, Palgrave Macmillan. 17 Heeley, J. (2011) Inside City Tourism: a European perspective, Bristol, Channel View Publications. 18 Heeley, J. (2015) Urban Destination in Contemporary Europe: Uniting theory and practice, Bristol, Channel View Publications. 19 Heeley, J. (2011) Inside City Tourism: a European perspective, Bristol, Channel View Publications. 20 Baker, B. (2007) Destination Branding for Small Cities: the essentials for successful place branding, Oregon, Creative Leap Books. 21 Maitland, R. and Ritichie, B.W. (eds.) (2009) City Tourism: National capital perspectives Oxfordshire, CABI Publications. 22 Heeley, J. (2015) Urban Destination in Contemporary Europe: Uniting theory and practice, Bristol, Channel View Publications. 23 Hankinson, G.A. (2001) “Location branding: a study of the branding practices of 12 English cities”, Journal of Branding Management, vol.9, no.2, pp.127-142.

14 4. 21st Century Democracy for Newport

Cities and democracy have long been 4.1 Democratic cities associated. None is better known or documented than the city state Over time and across nations the relevance of Athens, the first and originating of cities to democratic life has alternated democracy. Indeed the very term in its relative strength and weakness. City ‘democracy’ refers to the power of democracy as a means of government people and place. At this moment in pre-dates the nation state, although “There are a number of key history cities and their global networks historically the power and sovereignty of democratic technologies are increasingly at the centre of debates local government has waned in relation which Newport should about the new democracy as they – and to the central state. In recent decades, not nations – drive the world economy. although more recently in the UK, we have consider offering to citizens in Cities are moving beyond networking to seen an emerging global trend towards small-scale projects.” become more influential players in the decentralised governance. The effectiveness globally interconnected world. of national democracy, or lack of, has shaped the relative independence and Examples of niche practices and societal power of democratic city governments. In trends are beginning to emerge that are response to contemporary challenges, cities redirecting democracy as a vehicle for are working together to tackle problems in regeneration and citizen empowerment. new ways and represent their citizens in an This is a discourse that is challenging effective way. traditional democratic institutions and practices, while across Europe new 4.1.1 Democracy’s crisis of players - communities, citizens, social legitimacy entrepreneurs - are mobilising and taking up responsibility for the public domain. In order to understand the prospects This chapter will begin to explore some of for city democracy we must look at the the ideas that could be taken forward by current state of democracy in general. Newport to build on its heritage and help The picture is not a rosy one. Global to further involve local citizens in a new challenges have pushed established democratic settlement for the 21st Century. norms of governance to the brink and trust in democratically elected politicians is at record lows across Europe.24

15 21st Century Democracy for Newport

On the economic front, the aftermath of 4.1.2 Failure of the nation-state, exists at the city level, where citizens and the 2008 financial crisis has taken much rise of the city-state businesses interact with each other and longer to recover from than previous are part of local networks that are much recessions. High youth unemployment There are good reasons why we might think more tightly integrated than national ones. in the years after the crash has shaken that the city-scale is a good place, perhaps In the frequency and intensity of urban trust in the ability of governments to the best, to address the challenges of the citizens’ interactions with each other, they steer the economy, while the continued 21st century, which we might divide into are giving life to their own social contract and visible prosperity of internationally reasons of ‘effectiveness’ and ‘representation’. every day. mobile professionals has stoked public resentment. In response to global With regard to the ‘effectiveness’ of Political scientists have observed from the competition, demands for strong state the state, cities are the places where 1970s that the city provides a level and a intervention in sectors from steel to globalisation “crystallises out” – where forum for democratic participation that the media have grown, but it is not clear that transnational corporations (TNCs) locate nation cannot, where an ordinary citizen can the state has the ability or the capacity their offices and staff, where expertise acquire “confidence and mastery of the arts to deliver a return to pre-2008 sustained and supply networks are located. They of politics”. In that way, it can offer a form economic growth. are the staging posts for interacting of democracy deeper than mere voting with the global economy, where its for representatives. Political crises at that On the social front, global instability best and worst effects are manifest – time led some to postulate that city-states and stagnant economies in the Middle access to global exchange of ideas and would come to play an increasing role in East have precipitated a refugee crisis markets, but high levels of inequality governing economic and public life.29 But that has stoked nationalistic sentiment and powerful interests of capital.27 The it is only in the last 8 years, with the type of across Europe, with unprecedented effects of globalisation are present at policy challenges globalisation has created movements of displaced people raising the city level in a way they are not in the becoming clear, that this has become a difficult questions over integration, imagined national scale of politics. political reality.30 national identity and control over borders. Immigration is among the top In the international arena, cities have been 4.1.3 Cities as the original centres two concerns in every EU state except instrumental in pushing for ambitious of politics and democracy Portugal.25 At the same time, social climate change emissions reductions liberalisation and identity politics have agreements via the Climate Alliance Historically, the city has provided a focus created populations that are increasingly group. A Global Parliament of Mayors, both for effective governance and popular diverse in identity, values and worldview. based in The Hague, has been established, representation. On the first point, from the following a 2013 proposal by US political 13th to the 16th centuries, the Hanseatic These challenges have created insurgent scientist Benjamin Barber in his book League united the maritime cities of nationalist movements of a variety of If Mayors Ruled the World.28 Many large Northern Europe in a security alliance forms, from Brexit to Trump that view the cities operate city ‘embassies’ in other that shared a legal system, economic existing political order as undemocratic, countries, conducting diplomatic affairs regulation, and a defence compact. In an counter to the interests of ordinary citizens and speaking to investors. age when nations were too inflexible and and culturally distant or even dismissive centralised to secure trading networks of ‘traditional’ identities. Anti-immigrant Politically, this has the effect of and provide for defence, city governments populist parties in Europe such as Front distinguishing municipal politics from and businesspeople developed those Nationale and the Alliance for Germany national politics in both form and things themselves. advocate for a return to the state as content. Municipal governments tend to sovereign representative of ‘the nation’, but have a more pragmatic, non-ideological In terms of representation, the main at the cost of the globally interconnected politics and politicians who are more reference point for historical studies of networks of international trade. Caught interested in ‘getting things done’ than city-democracy has been the classical between economic stagnation and posturing, says Barber. city-states of ancient Rome and Greece. political fracture, nation-states as we These cities represented their citizens know them are, in many ways, ‘stuck’.26 In terms of ‘representing’ citizens and by means of both popular assemblies, With the nation-state caught between communities, city governments also do where all eligible voters could speak and economic stagnation and popular revolt, not need to rely, as nation-states do, on create laws, and elections for officials. the challenge of dealing and advancing an imagined national community with Citizens were expected to take an globalisation has been taken up by another particular, ‘special’ characteristics as a active role in the running of the city. As actor – the city. source of legitimacy and a social contract these cities grew, however, democracy communicated by national media and proved impossible to function at a large national symbols. Rather, city governments scale with the paper and sail-based can appeal to the real community that technologies of the time.

16 Newport: City of Democracy

4.1.4 Cities leading a techno- 4.2 Democracy in Wales & 4.2.2 Representative democracy democratic renewal Newport today in Newport The mass-participation style of democracy Securing participation in local democratic of the classical city-states has been laid Newport today operates both in terms of processes is vital for the legitimacy and claim to today by a number of cities and powers and representation in a context effectiveness of local government, but popular movements that are using new familiar to other councils in Wales and the turnout in local government elections is technologies to enable the participation rest of the UK, but changing international not high. In particular, turnout among the of citizens in the democratic and and national circumstances may significantly young in local government elections is policymaking processes to an extent not change the role of the city council in years to continually low. seen before. come. The city council has already engaged with ideas about representation and Low levels of engagement in local Forthcoming developments in technology values (for example establishing a Fairness democracy are problematic for a number and devolution may make it possible Commission and Citizen’s Panel) and should of reasons: for more radical changes to the way city build on these successes. • Lack of scrutiny of spending and policy democracy works in the future. Technological decisions developments have enabled new theories of 4.2.1 Effective city-governance in • Lack of a feeling of participation in place representative and participatory democracy Newport leadership ‘things being done to us’ that can improve city governance and renew • Lack of legitimacy for council as steward local accountability. Newport’s ability to democratically of the city to public and government make and change policy exists in an • Difficulty in passing large or controversial ‘New Democracy’ parties are trialling evolving context. The UK’s vote to leave measures - perceived as unsupported direct and delegative forms of democracy the European Union may see powers • Failure to communicate priorities of such as ‘liquid democracy’ (see below), at the European level transfer to the UK voting public - disconnection of council or citizen initiatives such as in California, parliament, or potentially ‘pass through’ to from non-voters. Switzerland and other US states. the Welsh Government. Legislative power is vested in both the UK Parliament and Newport operates a leader-cabinet system, Welsh Assembly, with the latter receiving with councillors elected by First Past the powers over ‘delegated matters’ from the Post in individual wards. However, the former. There is ongoing discussion about city has already taken important steps One technology used by ‘Pirate moving to a ‘reserved powers’ model, towards embracing new ways of actualising parties’ in Europe has been ‘liquid where matters are assumed to be under democracy and representing its citizens. democracy’, a hybrid of direct the competence of the Welsh Assembly democracy and representative unless specified otherwise. Firstly, the city has established a Fairness democracy. Every citizen can have a Commission, the first and only one in Wales, direct decision making role, transfer Below the Welsh Government, but above to ensure the council’s decisions are taken decision making to a delegated the local authority tier of government, in accordance with a locally-defined criteria proxy, or actively inform the Newport and nearby local authorities of fairness. The commission both reviews decisions of their representatives in have come together as part of the council and budget decisions, and inputs real time. Cardiff Capital Region city-region to into the council’s improvement objectives. manage strategic priorities. This has two It also has a role in promoting discussions The d-cent program, funded by components; the South Wales Metro about ‘fairness’ in local society, sponsoring the EU, has produced a toolbox of network and a Cardiff Capital Region and helping to organise community events democratic web-based technologies, Investment Fund of approx. £495m. to that end. The Commission is approximately including a collaborative policy- 15 people, drawn from local institutions and making and discussion tool used by At the local authority level, Welsh councils advocacy groups. Barcelona Town Hall, and rewards for have powers to do anything that may democratic participation in the form enhance the ‘wellbeing’ of residents in Second, the city has established a Citizens of virtual currency trialled in Iceland their areas, but the Welsh Government Panel of approx. 1000 residents which it and Finland. intends to grant councils a ‘general consults approximately 4 times a year on power of competence’ so that they may council policy. The Panel was consulted on do anything that a person generally may their definitions of ‘fairness’ to decide what do (such a power is already in place in fairness meant for the Fairness Commission. England and Northern Ireland31). The Panel was also consulted as part of the statutory process for the Wellbeing of Future Generations planning process.

17 21st Century Democracy for Newport

4.3 Effective city-governance operatives and mutually-owned businesses.32 LDO streamlines the planning process in Newport tomorrow There is now an opportunity for Newport by establishing clear pre-application to look at how this could be done at a local requirements for city centre developments. level. The city already hosts an outstanding Newport has a real opportunity to consider example of modern co-operation in Loftus Moving forward, there are a number of how democratic participation of citizens Garden Village, a citizen-led initiative to additional steps the city could take to can be deepened and extended so that create quality housing for residents. Further ensure there is a positive relationship they have an effective influence on other work should begin on a comprehensive between land use and shared prosperity in areas of public policy. In particular, there local co-ops strategy, as well as a number of the city. To accommodate a rise in property is opportunity for influence over the interim measures. prices in the city, consideration should be economic life of the city and its citizens. given to placing a greater emphasis on The vote to leave the European Union 4.3.2 City-based economic policy ownership within the planning system. has directed increased political attention, The relevant provisions of the Localism from all parties, towards those who have The challenge of resolving exclusion and Act to designating Assets of Community not experienced the upsides of economic poverty will require a much more place- Value do not apply in Wales, but the Welsh liberalisation and global trade. Within centric approach to economic policy. government is consulting on passing Newport, there are pockets of deprivation With central Government looking at a equivalent legislation. ranked among the highest in the Welsh modern industrial strategy, it is vital that Index of Multiple Deprivation. At the same implementation in Wales responds to 4.3.4 Skills for democracy time, it is acknowledged in Newport’s the different situations between Welsh Strategic Economic Plan that Newport’s areas, and does not treat the country in Economic democracy means all citizens economy is over-reliant on the public sector, a homogeneous way. On the one hand, having the skills and opportunity to ranking 57/64 UK urban areas for proportion Newport needs the powers to respond to participate in the economic life of the city. of private sector jobs. difficult economic conditions and create a Newport has already committed to working more prosperous city with a solid industrial with partners on a more demand-led 4.3.1 Economic democracy base. On the other, it needs to ensure that approach to skills. It should also now look growth is ‘inclusive’ and does not help some at how its community hubs can work with Making sure growth is ‘inclusive’ and parts of the city while abandoning others. Jobcentre Plus on delivering labour market equitable could offer an opportunity interventions for working age individuals. for Newport council to use its role as an Effective use of the levers of economic By bringing together Families First and anchoring institution to convene and policy is vital to create the right conditions Department for Work and Pensions (DWP) stimulate types of growth that offer for inclusive growth. In particular, local budgets, Newport could create an integrated democratic opportunity to all citizens. government finance has emerged in the UK employability system that gives everyone Newport has already committed to creating as an area where different tax systems could who engages with the welfare system the ‘an excellent economic environment’, be fairer and more efficient. skills to succeed. A key enabler for this is likely moving Newport up the value chain into to be data-sharing with DWP and HMRC to high growth sectors, and developing 4.3.3 Land use and land accurately identify every inactive individual. indigenous businesses. distribution A better, more demand led skills program Alongside these ambitious goals is the As the city’s economy becomes increasingly would be of benefit both to the agency of challenge of how to create businesses successful, and transport improvements citizens acting as democratic agents, and to that create broad and shared prosperity, mean it is increasingly well-connected to the wider economic prosperity of the city, important in an economy such as Newport’s, Cardiff, Bristol and London, there will be because better skilled citizens will be able which lacks an existing diverse private sector. future challenges in shaping the growth to contribute more productively, and in This means giving workers a real stake in of the city and accommodating changes turn create their own businesses and lead their businesses, enabling them to share in to the makeup of the city. Increased innovation in established ones. economic success. prosperity is to be welcomed, but increases in property prices could see working-class As the governance of the Cardiff Capital South Wales has a distinguished history neighbourhoods change in character, region develops, skills policy may become on which to build of the co-operative and existing communities and institutions more integrated at a regional level. movement, of the friendly societies that pushed out. This is a challenge that many Therefore, should Newport take the initiative foreshadowed the NHS, and of a tradition of growing cities face. on this policy area, it should not be seen as working together for self and community precluding the development of a regional improvement. The Welsh Government has Newport has already taken action and skills policy, but a trailblazer area to lead the previously looked at how it can support the established a Local Development Order way for the wider city region on modern development of modern, successful co- (LDO) in the centre, the first in Wales. This skills policy.

18 4.3.5 A democratic education adopt, rather a spectrum of options which committee (with no obligation to seek to position all stakeholders as part of implement them). Implemented Curriculum reform in Wales is increasing the the production and delivery of services. It ideas include war relic interpretation emphasis on the story(s) of Wales, on the is a question for local consideration how panels and school field trips. In role of citizenship, and on the values of a elected local government and the range of addition, each year, the ‘Better democratic citizen. There is an opportunity stakeholders in cities - business, civil society Neighbourhood’ program allocates to embed the ‘place-based’ agenda into and citizens – can make decisions about how 1.8m euros for public realm and the school curriculum to give students a to plan, finance and manage the public realm infrastructure improvements in each grounding in the context of their ‘place’, and and space. part of the city, that are proposed in particular the roles, entitlements, rights and voted on by residents from each and responsibilities of a citizen of the city. There are, however, a number of key area, using their municipal ID. Only technologies which Newport should projects that city planners find are The Welsh Government has trialled consider offering to citizens in small-scale viable can proceed. implementation of the UK Government’s projects. These are collaborative policy- National Citizenship Service. If this making, virtual currency rewards, responsive programme is rolled out across Wales, the notification of democratic decisions and provider in Newport should consult with the liquid democracy. Doing very small-scale council to identify how it could incorporate trials of these projects means Newport can 4.4.3 Virtual currency rewards ‘democratic citizen’ aspirations, such as achieve maximum exposure and genuine tolerance, diversity, and difference. experience with radical new democratic A toolkit to let people run reward, techniques on a very small budget and with remuneration and incentive schemes. 4.4 Representative democracy no risk to wider council processes. They are It allows for collective deliberation on here set out in more detail: social currency systems, i.e. the rules of in Newport tomorrow engagement and reward as a function of 4.4.2 Collaborative policy making reputation management. Communities To embody the concept of a ‘City of can run decentralised incentive and Democracy’, Newport has a number of A policy drafting tool that allows organisations reward structures in terms of tolerance options, some more radical than others. To to work with their members to produce to risk. It allows communities and make the idea more than a catchphrase, transparent and crowdsourced policies. The tool organisations to engage in transactions Newport will need to show it is committed supports the idea of collaboratively producing that have real world desirable impact and open to real changes in the way the policy by allowing members of a community and that they produce and construct city works. The options available can be to review, comment and annotate versions collectively.35 Put another way, it means implemented at both small and large scale, (drafts) of a policy. The feedback provided by tokens of currency can be rewarded reducing the barriers to action. the community is then made accessible to the online based on agreed standards of policy writers so that it can be included in the participation in the social endeavour, 4.4.1 Digital democracy and next version of the draft. Through the tool, users for example in political participation or services can gather community opinion, generate ideas, community volunteering.36 share, discuss, vote and collaborate with experts Introducing a greater element of user-based to draft the new policy. This could include democracy into both decision-making and specific policies, manifesto pages, election service provision can provide an answer promises, etc.33 A collaborative policymaking to both the challenge of a lack of civic tool has been used in a number of cities both engagement and in the need for higher to suggest general ideas, and to generate quality services with constrained resources. solutions to objectives.34 Catalonia, Spain: The ‘Eurocat’ Citizens can thus engage in both ‘official, currency is a method of allocating political’ processes, and also through informal credit and a method of guaranteeing and user-driven decision-making and against credit default. It is a type of action. Official and unofficial processes are ‘timebank’ that can issue credit to complementary, and equally essential to the members (SMEs and individuals), success of our places. Reykjavik, Iceland: In the ‘Better guaranteed by other members of Reykjavik’ program, citizens submit the currency. It is being deployed There is evidence from abroad of place ideas online and present them via in response to the economic crisis benefits from the participation of local the website. Other citizens can in Catalonia driven by difficulty people and organisations within processes amend the ideas. The top 5 ideas in accessing liquidity, reducing such as participatory budgeting, referenda, each month are addressed by the business turnover. and citizens’ juries. There is no one model to City of Reykjavik in the appropriate 21st Century Democracy for Newport

LIQUID DEMOCRACY

Source: ResPublica/BlondCreative

4.4.4 Responsive notification of 4.4.5 Liquid democracy democratic decisions This is a system of democracy that combines This tool allows citizens to search for Helsinki, Finland: The Open representative and direct democracy. municipal decisions that match their Ahjo service, provided by the City Citizens can vote directly on issues they interests. Once a citizen has performed Council, keeps citizens up to date feel confident they are well-informed on, or a search, they are given the option of with matters that interest them delegate their votes on certain categories subscribing to future municipal decisions relating to all municipal decisions to people they trust, who can then also which match their search criteria. Their made by the Helsinki City Council. delegate their votes to others as they see email address and search criteria are then Currently, the Open Ahjo interface fit. Any citizen can declare themselves a stored and emails are generated and sent contains over 40,000 agenda items ‘politician’ and make a case for other citizens when a new decision is made.37 and over 21,000 issues from more to delegate their votes to them. Citizens than 8,000 meetings. can take back their right to vote directly at any time, or delegate their vote to another citizen. The system is implemented by open- source software.38

20 Newport: City of Democracy

Friesland, Germany: Liquid There is opportunity to integrate these One way in which the proposals outlined Feedback has been used at the technologies with work already going on could be tested on a small scale and municipal level in the Friesland within Newport on the ‘Newport Digital introduced as concepts could be via a region of Germany. The Council of Passport’, modelled partially on the Estonia festival in the city – a ‘Festival of Democracy’. Friesland pays a small fee for the model of E-passport. The promoters have This is set out in full in the next section. use of an online Liquid Feedback identified potential for expanding out and website for its citizens. “Liquid commercialising this passport to reach Friesland” has been running for many more citizens. several years, giving local citizens a way to propose policy ideas and 4.4.7 Voting system reform directions, which are then voted on by people using the software. Liquid A key concern for democratic participation Friesland is primarily a reference is turnout in local elections. Among the system - member votes are not possibilities suggested are the possibility of binding policy for the county. Ideas lowering the voting age to 16, and adopting taken forward include changing the different systems for local elections such cost of child day-care. as Proportional Representation. Significant legislative change would be required for these options to be available, but Newport could play an active role in groups of local authorities and civil society that are interested in such a change.

4.4.6 Implementing these 4.4.8 Gaining popular support and democratic technologies testing what’s possible

The Newport Citizen’s Panel offers an It is acknowledged that the proposals ideal opportunity to run a small-scale trial outlined here are potentially radical ones. of these democratic technologies with Therefore, it will be important to secure people who are used to engaging with engagement from local stakeholders and to the council on policy decisions. As well introduce the concepts outlined gradually. as providing a useful opportunity to trial new ways of democratic engagement, As democratic methods, it is important such a trial would provide benefits for that these proposals are seen as being in the council. First, the Citizen’s Panel could collaboration with, and supported by, a operate more responsively and in greater broad base of the community. And as a set granularity. Second, it could become akin of ideas, it is important that these proposals to a ‘local think tank’, with high quality have life breathed into them and are debate enabling it to produce detailed and tangible to citizens. technically proficient policy proposals.

24 http://ec.europa.eu/COMMFrontOffice/publicopinion/index.cfm/Survey/getSurveyDetail/instruments/STANDARD/surveyKy/2130 25 Ibid 26 http://www.newstatesman.com/politics/uk/2016/11/closing-liberal-mind 27 (Scott, 2001) (Harrison, 2012) 28 http://www.globalparliamentofmayors.org/ 29 https://www.cambridge.org/core/journals/american-political-science-review/article/the-city-in-the-future-of-democracy/247B40D5887B604CBADCC1EB295E7E18 30 https://cityterritoryarchitecture.springeropen.com/articles/10.1186/s40410-015-0029-2#CR12 31 http://researchbriefings.files.parliament.uk/documents/SN05687/SN05687.pdf 32 (http://gov.wales/docs/det/publications/160209-review-commission-en.pdf) 33 http://tools.dcentproject.eu/pdfs/Collaborative-policy-making.pdf 34 https://betrireykjavik.is/group/47/successful 35 http://tools.dcentproject.eu/pdfs/Blockchain-reward-scheme.pdf 36 http://dcentproject.eu/wp-content/uploads/2015/10/design_of_social_digital_currency_publication.pdf 37 http://tools.dcentproject.eu/pdfs/Citizen-notification.pdf 38 https://liqd.net/en/about/

21 5. Festival of Democracy

5.1 Role of festivals and Commonwealth Games and cities amongst the nations of England and Wales have events in promoting cities participated in the Rugby World Cup.

Festivals and hallmark events have become Culture also plays a significant role in the an increasingly important aspect of urban image making of cities. Glasgow (1990) and regeneration strategies in cities and towns Liverpool (2008) have both been successful “The festival must achieve of all sizes and in countries globally. In the hosts of European Capital of Culture, a main the tendency has been to focus on year-long festival of activities designed two things. It must strengthen sports and cultural themed events, but to promote European culture within the links with the community, there are many other festivals and carnivals Union. In Liverpool over 350 different enabling ordinary members taking place around the world celebrating cultural events attracted additional visits of the community to music, literature, food, art, religion, language, generating an economic impact of £800 and horticulture amongst many others. million across the city and wider region contribute to the design and contributing to a total £4bn invested in delivery of the event. At the Perhaps the biggest and most famous the physical transformation of the city. same time it must secure brand associated with a city-based event The success of Capital of Culture and the prominence in the tourism is the Olympics, and although primarily level of competition between UK cities to a competitive multi-sports event the be designated a City of Culture combined market…promoting the City incentive for many cities bidding to host with the limited options to do so – since its to a wider audience” the Olympics is not only the occasion inception over thirty years ago only two UK to showcase their city on a world cities have achieved this status – has led the stage but the opportunity it presents UK government to introduce an equivalent for transformative place-making. This UK City of Culture Prize. The inaugural was certainly the case with Barcelona, holder of the award was Derry-Londonderry where the staging of the Olympics in in 2013. In 2017, Kingston upon Hull will 1992 was instrumental in re-inventing take the title. the city’s image and identity. Similarly the successful bid to host the London Newport has a strong reputation for tourism Olympics in 2012 was premised on the and destination management. In recent much needed physical regeneration years the city has delivered high calibre of East London. Participation in other international events such as the Ryder international sporting events is also prized Cup (2010) and the NATO summit (2014). by potential host cities and nations – The City has also successfully delivered including International Athletics events, the Newport Food Festival which, since the FIFA world cup and many others. In the its inception in 2011 has gone from UK both Glasgow (2014) and Manchester strength to strength. And in 2016 the (2002) have benefited from hosting the city organised its first Chartist Festival to

22 Newport: City of Democracy

celebrate its historical association with the secure prominence in the tourism market by These events, hosted in recognised global movement. Looking to the future Newport attracting new visitors, increasing visitor spend, cities, are clearly aimed at an international is building upon this experience, and with and promoting the City to a wider audience. audience with the primary intention of new resources such as the forthcoming advancing a specific debate to a largely convention centre at the Celtic Manor, is 5.3 Scope and content informed audience. Whilst contributing ambitious to deliver more. to the reputation of their host cities for convening elite world class events they 5.2 Typology of events There are a number of international are not however exclusively designed to organisations, networks and events promote the city or associate the host dedicated to the promotion of cities and explicitly with the ideas discussed. We There are three main types of events that democracy. Many of these generate online suggest that Newport can borrow some of can be identified. These include: content through website blogs and other the ideas for content from these existing social media, such as Cities in Transition, networks and international events even if • Rolling events, running from year to year but also organise the coming together the scope and purpose of a localised Festival (e.g. Carnivals such as Notting Hill or Rio) of relevant experts to discuss and debate of Democracy differs. • Site specific, one-off events (e.g. the the issues relating to cities, including Great Northern Exhibition in Newcastle their governance and the implications for One format which could be adopted for scheduled for 2018) technology in the 21st Century. Newport’s purpose is TED Talks. TED.com • Roving events which different cities is a nonpartisan not for profit organisation compete to host (e.g. Capital of Culture; The Smart Cities agenda, with its focus on devoted to spreading ideas, usually in the the Olympics). how digital technologies are impacting form of short, powerful talks. It began in on the functions of the city, is a dominant 1984 as a conference where Technology, The proposition to promote Newport with theme. The Smart Cities Expo World Entertainment and Design converged, a Festival of Democracy is clearly one that Congress, established in 2011 and running and today covers almost all topics — from originates from the City itself. It is something annually, is a three day event in Barcelona. science to business to global issues — in that is uniquely associated with and relevant This is the international summit for discussion more than 110 languages. TED talks are to the local community. It could be a one about the link between urban reality and widely available via YouTube as well as time event of limited duration, possibly over technological revolution. This is primarily through its own website and as packaged a single day or weekend, to coincide with a professional and institutional meeting programmes available on Netflix and other the anniversary of the Newport Uprising point providing a platform for new ideas, streaming services. in November. Or it could be recurring, networking, experiences and international depending on the success of the inaugural business deals that gathers together the TED has a number of variously themed event, which takes place annually. This could highest level of stakeholders, in the context brands which are of interest and relevance become a day or period of celebration that of urban development. The format for the to Newport. These include TedCity2.0 which forms a new local tradition and which could Smart Cities Expo includes conferences, is a dedicated platform for all issues relevant evolve into a season or series of events. seminars, roundtables, large scale exhibition to cities including health, housing, transport, It has been suggested that the summer space, and awards. In 2015 the expo attracted education, entrepreneurship, public space months maybe more suitable for outdoor 14,288 visitors and 421 speakers from 568 etc. The City 2.0 website creates a space festivities, although there are clearly many cities across 105 countries. for the myriad of stories and collective carnivalesque events celebrated throughout actions being taken by citizens around the the year including, Halloween, Bonfire Night, Democratic Cities is another world. It has evolved from an international Christmas and New Year. organisation that seeks to develop community of grassroots movers and shared resources and platforms to shakers, to develop content that celebrates The focus of the festival, as the name implies, develop new perspectives on democracy a complex picture of the future city. will be the idea of democracy. But it will for cities. In May 2016 the organisation need to explore all facets of the concept held an international conference in The independently run TEDx events also including the more intangible aspects of this Madrid, with content and workshops help share ideas in communities around the broad theme and not just the heritage of delivered across six consecutive days. world. This format supports independent the Chartists, although this can and should The event attracted high profile speakers organisers who want to create their own play its part. Importantly the festival must including academics (Francesco Berardi, TED-like event in their own community. achieve two things. It must strengthen links Writer and philosopher) politicians A TEDx event is a local gathering where with the community, appealing to all citizens (Manuela Carmena, Mayor of Madrid) live TED-like talks and videos previously including those less likely to participate, journalists (Paul Mason, The Guardian) recorded at TED conferences are shared and enabling ordinary members of the and political activists (Julian Assange, with the community. TEDx events are fully community to contribute to the design and founder of WikiLeaks). planned and coordinated independently, delivery of the event. At the same time it must on a community-by-community basis. The

23 Festival of Democracy

content and design of each TEDx event community of Newport is encouraged The TEDx format is essentially a series of is unique and developed independently, and supported to host a TEDx event, individual speakers, without panels or but all of them have features in common with the working title ‘TEDxNewport – audience participation. However, breakouts and must comply with strict rules covering City of Democracy’. A TEDx event will and workshops can be held during branding and sponsorship. require a volunteer from the community intervals in the main speaking programme. to act as a principle applicant or The TEDx event could be limited to less 5.4 The proposition for a ‘Organiser’. This named person will have than half a day in duration, depending significant responsibilities for curating on content and willing participants, but it festival in Newport the content of the event and ensuring cannot exceed one day in length. A TEDx that the conditions of the TEDx brand are event could also invite expert speakers complied with. and show related TED Talk videos from the 5.4.1 Timeline and schedule extensive online library – for longer events, A TEDx event will provide a platform for 25% of the total number of talks must be It is our estimation that a Festival of members of the community, for example official TED Talk videos – but the focus Democracy will take the best part of a year representatives from local heritage groups should be to showcase local voices. to develop. On this basis an event planned and businesses, to participate and present for November 2017, to coincide with live talks – typically 18 minutes in length – Attendance at a TEDx event is limited to 100 the anniversary of the Chartist Uprising on relevant themes. This could include: individuals unless the principle organiser would represent a good timeframe for an and primary licence holder has previously inaugural event. Such an event could be • The history of the chartists in Newport attended an official TED conference. limited to a single day or happen over the and their relevance to modern democracy Entrance can be free or admission fees course of a weekend. • The future of City Governance charged but they must not exceed $100 per • The next step for devolution in Wales ticket. Sponsorship can also be sought to 5.4.2 Conference • Digital Democracy – a Citizen’s passport cover the costs of venue hire and recording for Newport equipment (all live talks must be filmed) The Festival of Democracy should have • A manifesto for a meaningful commute but this must not exceed $10,000 for events at its heart a forum for discussion and • Improving access to opportunity in Cities with 100 attendees or less. However, since debate. We therefore suggest that the TEDx is a non-profit format the primary

24 Newport: City of Democracy

objective is not to raise funds but to provide and process and write-up the event in A re-enactment of the march on John a medium for the community of Newport to appropriate academic journals. Newport Frost Square with crowds dressed in 19th address a potential global audience. has a precedent for this in a recent article century costumes, carrying lanterns and published in the journal Local Government torches could incorporate elements of 5.4.3 Debate Studies on the Newport Fairness the Chartist tradition. This is something Commission, by Professor Steven R. Smith that local community groups and schools A public debate on the future of of The University of South Wales.39 could help participate in and prepare for. democracy could be convened, perhaps in the Civic Centre or other appropriate How it would work 5.4.6 Merchandising and branding venue. Guest speakers, drawn from the local community or invited from further The form of the small-scale trial should be The Festival is the main promotional afield, could speak for and against a an implementation of the collaborative vehicle for the City of Democracy brand. given motion, for example: “Democracy is policy-making platform developed We anticipate that logos and strap-lines Dead, Long Live Autocracy” and a public through the European D-Cent project. will have been agreed and designed in audience invited to vote on the outcome. This would involve interested festival time for the festival. All advertising and attendees being invited to register for promotional materials will need to bear The format could also be opened out to the web-based policymaking software the agreed brand and we anticipate that local schools and colleges to stimulate Objective 8 or YourPriorities.40 the City Centre will be adorned with street debating societies in the build up to the banners and flags suspended from street festival. A debating competition between The group could be ‘seeded’ with a few lamps and columns in time for the Festival. schools could identify young talented core participants from the academic public speakers who could be encouraged community and citizens’ groups. The Official merchandising can be an to participate in a public debate. group would be set the task of compiling important source of revenue for a ‘declaration’ document to be released commercial festivals and events. We 5.4.4 Decide on the final day of the festival. The therefore recommend that the council declaration would be both a statement explores the possibility of a partnership At the festival, examples of new democratic of the achievements/highlights of the venture with a professional merchandising techniques and technologies should be festival and forward-looking manifesto. company to maximise any potential trialled in real life. This offers the immediate The trial would be publicised along revenues from this activity. benefit of making the festival an authentic with the festival before the event and example of democracy in action, with electronic invitations dispatched to 5.4.7 Media coverage participants contributing to a real-life stakeholders. The software platform is event and ‘declaration’ to be released at the designed to be scalable – to work as well If a TEDx event is organised, there will end of the festival. Adding this element of with a group of any size, small or large. be the requirement for the principle authenticity will ensure real public interest organiser to conform to strict PR and and media engagement. 5.4.5 Carnival media guidelines. Otherwise we envisage that the Newport Council will be However, running such a real-world The Festival will need to include a wide responsible for engagement with local mini-trial also offers citizens a taste of range of citizens of all ages across the media to ensure maximum publicity and how these new democratic techniques communities of Newport. It will therefore coverage in the region. work. Assuming the process achieves need a broad appeal and should participation is successful, it should incorporate the conventional attractions create a community of people who have of food, drink, music and performance. experienced the opportunity and could Opportunities for street-based events and be recalled for support to roll out a further pop up venues in designated locations implementation later on. should be supported by the council to help create a carnivalesque atmosphere. Running such a trial also creates a precedent which can be cited as an Opportunities for the public to ‘vote’ in example of the City of Democracy concept a number of categories including for being actualised, which can be cited in example – best street performer, best discussions with potential funders, whether musician, best food – could enhance in the private/third sectors or in the the theme of democracy. Awards and public sector. To that end, representatives prizes should be considered and winners from interested academic parties should announced at the end of the festival and be invited to participate in the event featured in the local press.

25 Festival of Democracy

clearly a number of essential costs that will need to be considered. These include FESTIVAL COSTS venues and equipment, marketing and promotional materials, as well as staff time and costs involved in organising and delivering the event.

One of the main objectives of the festival will be to increase visitor spend in the city. This will largely accrue to local bars, restaurants, shops, hotels and host venues participating in the event but not directly contributing to the cost. While this will be a welcome boost to the local economy opportunities to involve local business in funding events should be explored. The main sources of revenue that might typically be raised include corporate sponsorship, admittance fees and licensing.

In the case of most municipally led festivities the expectation is that local government will foot the greater share of the bill. However, as a community led Sources: event it is hoped that community groups, Liverpool - Creating an impact: Liverpool’s experience as European Capital of Culture, individual citizens and local business will by: Beatriz Garcia Ruth Melville Tamsin Cox available at www.impacts08.net volunteer their time and services to staging Isle of Wight - https://www.theguardian.com/music/2015/jul/09/cost-of-staging-music-festival Raindance - https://stephenfollows.com/full-costs-income-raindance-film-festival/ such a festival.

We propose that once a detailed budget has been prepared, identifying 5.4.8 Costs, funding and sponsors festivals start small and increase in size year all elements of a festival programme, on year. And this principle should apply to Newport City Council should seek to Festivals are a burgeoning worldwide Newport’s Festival of Democracy. fund at least half the required costs industry. There are 139 festivals in Wales and with the remainder coming from Welsh 210 in England, according to the Visit Wales/ It is difficult to estimate the potential cost Government, the EU (where permissible) England search engines, a small sample of of a Festival. No two are by their nature and private sponsors. which include: Cardiff’s Festival of Voice; The identical in theme or scope. The budget for Abergavenny Food Festival; Portsmouth’s Liverpool’s Capital of Culture was £110M Victorian Festival of Christmas; Bristol’s (2005-2008); the budget for the annual Harbour Festival; and Bath’s Jane Austen Isle of Wight Music Festival is £1m; and the Festival. But while many are booming there annual Raindance Film Festival budget are inevitable casualties along the way. Most is just over £300,000. However, there are

39 http://www.tandfonline.com/doi/abs/10.1080/03003930.2016.1157069?needAccess=true& 40 http://tools.dcentproject.eu/

26 6. Conclusions and Recommendations

Newport is a city on the rise, one that is delivery. Many of the options which we visibly changing and with the aspiration recommend can therefore begin small to achieve more. Situated at the gateway at potentially low-cost, with the scope between England and Wales, the city is to scale up depending on the levels of at the centre of one of the largest urban success and commitment. economies in the UK. As an important connector city between Cardiff and “Many of the options which Bristol, Newport is ideally placed to drive Recommendation 1: economic growth across South East we recommend can begin City Branding small at potentially low-cost, Wales and South West England. Given the scale of the opportunity we believe with the scope to scale up” that there is a strong case to be made for The concept of ‘City of Democracy’ as a city rebranding Newport’s identity as a strongly brand is an association that has credibility networked location to visit and invest. and depth. It provides a potentially This will help to establish Newport’s future powerful platform for place-making in as a more outward facing and globally the future, speaking to both local history interconnected economy. and contemporary concerns about the global condition of democracy. There are, The City of Democracy brand identifies however, a number of risks to be considered Newport with a global story whose as the chequered history of city branding imagery and messages could successfully strategies indicate. The lessons are that city connect with both internal and external branding is more likely to succeed where audiences. But if the brand is to have the strategy is consistent and long term; currency and meaning it will need to where the various agencies of branding breathe new life into existing democratic and city marketing are coordinated and structures and processes. This will need integrated; and where the brand functions to consider how to effectively influence, as the over-arching platform for all city change and extend the quality and depth messaging and promotion. of democracy within the city. Additionally the extent to which local Of course, in a time of stretched resources businesses and stakeholders recognise an it’s important that new developments overarching city brand will be critical to its don’t detract from day-to-day service success. For companies and other public-

27 Conclusions and Recommendations

private sector institutions, city branding Recommendation 3: Recommendation 5: is clearly not their core business. They will need to be persuaded to buy into the City-based economic policy Skills for democracy concept and incorporate the brand for maximum effect. With the UK Government looking at a greater Citizens need skills and opportunity to role for industrial policy, it’s vital that the participate in democratic life, but too many • The ‘City of Democracy’ strap-line should city and its people have influence over the lack essential skills. The city can use its operate as an overarching brand. This direction of industry and growth, building on convening power to do more, and central should be agreed by Newport City what’s been achieved elsewhere. government must get out of the way where Council in consultation with all city unnecessary rules prevent progress. Better stakeholders and partners. • Newport council should ensure data-sharing could allow the council to investments to create an innovation focus resources on those who need it most. • Newport City Council should review how ecosystem around the National the separate functions of destination Cybersecurity Academy are prioritised via • Newport should examine how management, inward investment, its participation in the South East Wales community hubs can work with and overall city marketing slogans are Growth Commission Jobcentre Plus on delivering labour managed and brought together as part market interventions. of a coherent strategy that can be best • Newport council should remain engaged served by the ‘City of Democracy’ brand. with future discussions with the Cardiff • The prospects for bringing together City Region on fiscal devolution. It should Families First and Department for Work consider developing a position to inform and Pensions (DWP) budgets should be Recommendation 2: discussions with the wider city region on: examined - Ability to levy small additional taxes Economic Democracy to encourage particular behaviour or • DWP and HMRC should be approached raise money for a particular budget to discuss data-sharing, for those who are Making sure growth is ‘inclusive’ is vital to - Ability to set different levels of most in need of help offer democratic opportunity to all citizens. business rates and to vary the criteria There is now an opportunity for Newport for assessing rateable value to look at how this could be done at a local Recommendation 6: level, building on South Wales’ distinguished A democratic education history of co-operatives. Recommendation 4: • The city and its stakeholders should Land use and land There is an opportunity to embed the consider a discrete business support offer distribution ‘place-based’ agenda into the school for start-up co-operatives and mutuals curriculum and young people’s experiences Democratic power is linked to socioeconomic to give students a grounding in the context • The city and its stakeholders should position, so it is vital increased prosperity of their ‘place’, and in particular the roles, consider a co-op start-ups fund doesn’t squeeze out today’s citizens’ ability to entitlements, rights and responsibilities of a influence change. The city needs to prepare citizen of the city. • The council could incorporate special today for the impact of forthcoming transport treatment for co-operative enterprises improvements, which will raise property • Engage with the Welsh Government in its procurement policy, building on prices. This could be a boost for construction, on the local dimension of reform of the councils’ incorporation of social value in but will require careful management. Welsh Curriculum. procurement. • Newport should support Welsh Assembly • Explore with local schools directly the • A toolkit for existing businesses in the Government efforts to pass Assets of potential for incorporating the ‘Newport city to examine how moving towards a Community Value legislation. If such Story’ and being a ‘Citizen of the City’ into mutual or co-op ownership model could legislation is passed: learning. benefit them - The city should conduct a citywide sweep to identify Assets of Community • Engage with the area’s provider of the Value National Citizenship Service trial on the theme of the placements • Newport should closely monitor housing affordability in the city to minimise the displacement of lower-income families and small businesses.

28 Newport: City of Democracy

Recommendation 7: Recommendation 9: - Explores the possibility of a partnership venture with a professional event Digital democracy and Festival of Democracy management / merchandising company services to maximise any potential revenues from The proposition to promote Newport this activity To make City of Democracy more than a with a Festival of Democracy, will build on catchphrase, Newport will need to show it the city’s growing reputation for tourism - Seek funding (at least half the required is committed and open to real changes in and destination management. The idea is costs) from Welsh Government, the EU the way the city works. There are a number genuinely associated with and relevant to (where permissible) and private sponsors of key technologies which Newport should the local community and will help to drive consider offering to citizens in small-scale the City of Democracy brand. This could - Trial a collaborative policy-making projects. Doing small-scale trials means be a one-time event, or depending on workshop culminating in an event and genuine experience with radical new its success something which takes place ‘declaration’. A festival group should on democratic techniques with no risk to wider annually growing in size and profile to day one of the festival craft a summary council processes. establish a new local tradition. A festival can event for release at the end of the festival. help to strengthen local engagement by • Create small-scale trial projects to enabling all members of the community to engage citizens: contribute to the design and delivery of the - As part of the Festival of Democracy, event. It will also help to attract new visitors, trial a collaborative policy-making increasing visitor spend, and promote workshop culminating in an event (see the City to a wider and potentially global below) audience.

• Use the Citizen’s Panel as a lab to trial: • We recommend that the council work - Virtual currency rewards, as part of the closely with all members of the local Citizen’s Panel community, including heritage groups, - Responsive notification of democratic schools, colleges, businesses and wider decisions, as part of the Citizen’s Panel stakeholders to organise and deliver - Liquid democracy, as part of the an inaugural Festival of Democracy in Citizen’s Panel November 2017. This should:

- Coincide with the anniversary of the Recommendation 8: Chartist uprising but explore all facets of democracy in the 21st century, Voting system reform including concepts of city governance, democratisation of public services, digital Persistently low turnout among the young democracy and other global themes means radical solutions are required. Changing the voting age or the voting - Appeal to all members of the system would require a major change in the community, including those less likely law, but Newport can still stay involved in to engage, with varied content that discussions with other councils. is both entertaining and intellectually challenging • Newport should participate in any cross-local authority discussions around - Support a local volunteer to act as the electoral reform principle applicant to organise a TEDx event as part of the festival programme

29 Society

The UK has one of the most centralised states in the developed world and one of the most disaffected and politically passive populations in Europe. We hold our leaders in contempt, but despair of doing anything for ourselves or our community. The dysfunction at the highest level of society stems from the collapse of our social and personal foundation. There is little doubt that we are becoming an increasingly fragmented and individualist society and this has deep and damaging consequences for our families, our communities and our nation state.

Starting from the bottom up, the collapse of the extended family and the ongoing break-up of its nuclear foundation impacts on all, but disproportionally so on the poor and on their offspring. Too many children at the bottom of our society are effectively un-parented as too much is carried by lone parents who are trying to do more and more with less and less. We know that the poorer you are, the less connected with your wider society you tend to be. Lacking in both bridging and bonding capital and bereft of the institutions and structures that could help them, too many poorer families and communities are facing seemingly insurmountable problems alone, unadvised and without proper aid.

Based on the principle of subsidiarity, we believe that power should be devolved to the lowest appropriate level. Public services and neighbourhoods should be governed and shaped from the ‘bottom up’, by families and the communities. These neighbourhoods need to be served by a range of providers that incorporate and empower communities. Moving away from a top-down siloed approach to service delivery, such activity should be driven by a holistic vision, which integrates need in order to ascertain and address the most consequent factors that limit and prevent human flourishing. Local and social value must play a central role in meeting the growing, complex and unaddressed needs of communities across the UK.

The needs of the bottom should shape provision and decision at the top. To deliver on this, we need a renewal and reform of our major governing institutions. We need acknowledgement of the fact that the state is not an end in itself, but only one means by which to achieve a greater end: a flourishing society. Civil society and intermediary institutions, such as schools, faith groups and businesses, are also crucial means to achieving this outcome. We also need new purpose and new vision to create new institutions which restore the organic and shared society that has served Britain so well over the centuries.

30 Society Society Society

Many cities have adopted a ‘city brand’ to appeal to potential investors, visitors and residents. But what makes a city brand successful, and could it work for Newport?

In this report, we set out the case that a “City of Democracy” brand for Newport could not only help achieve the authenticity and inspiration that makes city brands successful, but if followed through with sincerity, could transform democratic life in the city and make Newport a leader in engaging its citizens.

We find that the creation of a Festival of Democracy would give the city a chance to explore and strengthen democratic ideas and processes, making Newport a ‘City of Democracy’ in both name and practice.

ISBN: 978-1-908027-70-2 Price: £19.95

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