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V&A could brand Dundee as player on global stage

V&A could brand Dundee as player on global stage

The £45 million centrepiece of Dundee’s waterfront redevelopment looks set to gain the crucial traction needed with key global opinion formers, according to an expert on the so-called Guggenheim effect.

Bilbao-based University of the Basque Country academic Beatriz Plaza who has written extensively on the power of museums as tools for urban regeneration said the forthcoming V&A at Dundee featured a “very strong” museum brand and could only benefit from its English-speaking connection to the US.

She said the Guggenheim had proven to be a huge “branding engine” for Bilbao, with the museum giving the Basque city a direct link to influential trendsetters in New York and instantly raising its profile in the American media.

“The Anglo-Saxon connection is key for Dundee,” Dr Plaza said. “The US is the big player, and having a big impact in the American media is key.

“Everybody reads them and they are opinion-formers from this perspective. Dundee is in a good position for this because it speaks English.

“The V&A is a strong brand. It is important to ensure the connectivity with the V&A London brand.”

Speaking ahead of an appearance at the second Dundee Economic Summit next week, Dr Plaza said the attractiveness of the region could only be boosted by building on existing strengths in art and design, digital arts and gaming, and by “accumulating” an improved reputation.

But she also called for continued investment in the museum post-build highlighting that even the landmark building in Bilbao still receives around 30% of its revenue from the public purse and stressed the importance of transport connections.

“Public policy could be implemented to promote local flights, or better connections to Edinburgh in Dundee’s case,” she added.

Meanwhile, a former deputy director of Gateshead’s Baltic Centre for Contemporary Art has warned that culture-led regeneration is “never a quick fix”.

But Claire Byers said some studies had shown that every pound of public money spent on culture-led regeneration could lead to £5 being pumped into the local economy.

“It’s great when you see this glistening capital investment coming out of the ground, but it naturally takes a great deal of dedication and determination for years beforehand,” said Ms Byers, who also worked with north-east England’s regional development agency and on the shortlisted NewcastleGateshead bid to become 2008’s European Capital of Culture.

“About 25 years ago the north east had little in terms of culture or infrastructure, and it has taken an awful lot of leadership.”

Just days ago, officials cut the ribbon on a £150m redevelopment of Gateshead’s town centre. It is expected that Trinity Square will create 1,000 jobs just a few hundred yards close to the Baltic Centre.

“There has to be a sense of place, and a feeling that the place has a future, that it has got something going for it,” Ms Byers said.

“Then it can attract interest for the public, private and academic sectors and create the partnerships needed to make it work.”

Ms Byers and Dr Plaza will appear at the summit, hosted by the public-private Dundee Partnership, at the city’s Bonar Hall.

Last year’s sell-out event brought together Dundee’s business community and key partners to consider how the city can approach some of the challenges it faces.

This year’s event includes an examination of how youth unemployment can be tackled by the £1 billion waterfront redevelopment.

Speakers include Skills Development Scotland youth employment manager Mike O’Donnell, Hermann Twickler of fabrication firm Pressurefab, and Dundee University principal Professor Pete Downes.

Dundee City Council chief executive David Dorward and city development director Mike Galloway will update the gathering on the city’s regeneration plans.

“We would encourage as many businesses as possible to come along to this second summit,” said city development convener Will Dawson. “This is your chance to be part of the discussion and help to shape the city’s future.”

Entry is free, but attendees should pre-register to secure their place.