Sheffield: ‘City Brand Development Work’
Sheffield City Council hopes that a rebranding exercise will improve the perception of the city and hence, subsequently boost both economic growth and tourism. The SCC Economic Development and Skills Policy Committee recently heard that the “Sheffield Inspires” brand would ensure the city was recognised as “one of the UK’s top five most attractive cities for trade, tourism and talent“.
The “City Brand Development Work” report aims to highlight the impact Sheffield has had on the world, from the city’s importance in the birth of both electronic music and football, to its place as a craft beer developer and world-renowned climbing centre. The report highlights that a stronger city brand can bring significant benefits, supporting investment, visitor numbers, and business growth.
Sheffield and District CAMRA is pleased to note the emphasis on craft beer: ‘How Sheffield is a city that puts the UK craft brewing scene on the map.’ We have been promoting ‘Beer Tourism’ for many years: Steel City Beer Festival (SCBF), walks and publications. Both Sheffield Beer Week and SCBF have a significant positive tourism impact on the city. This activity supports both our local independent breweries and pubs but also helps brings more money into the city than the annual two-week World Snooker Championship.
Allied with Sheffield Home of Football (SHoF), the city has two unique selling-points which together bring in thousands of visitors. There is an increasing link between SHoF and Indie Beer: for example, Little Mesters brew the SHoF branded beers. There are also many connections between the early years of Sheffield Rules football and local pubs. For example, one of the SHoF series of football-related blue plaques was recently unveiled at the York Hotel: ‘the world’s first football club to originate from a hotel was formed here in 1861.’ The first pub-based team in the world is also local.
The report emphasises that Sheffield’s brand perception directly impacts its economic prospects. A unified and well-promoted city brand can unlock significant benefits: we anticipate that our local breweries and pubs will take their full part in promoting these benefits.
In ‘Sheffield: The Beer City 2024,’ Pete Brown referred to Sheffield City Council: ‘something more long term and sustainable would solidify the recognition of beer, brewing, pubs and so forth as inherently important cultural and economic drivers.’
It’s positive to see this tangible support continuing to develop.