104 ESCUELA DE ARQUITECTURA The Resurgence of a City through Sports City Branding The project aims to analyze the different development methods of a city based on their identity and is divided into four aspects, identified as: “Exodus of Identities”, “Economic Landscape”, “The Experience of a City” and “Theoretical Framework”. It is analyzed how sports city branding behaves according to each aspect, the demographics of the place, its activities, customs, culture and trends, from aesthetics, composition, programmatic diversity, capacity to attract people and economic profile. The project investigates topics like migration, economic decline and tourism in Puerto Rico, Cuba and Venezuela. Also, case studies of cities like Melbourne, Indianapolis and New York are analyzed, where besides being precedents of city branding and having obtained successful results, sports and culture were always determining factors. Based on this, a trend is defined that becomes a city branding strategy. This strategy allows the redevelopment of infrastructure, spaces, aesthetics and the addition of an architectural proposal that reflects the identity of the city and provides uses to each aspect. As a result of the research and design process, the project contributes by encouraging economic activity, creating commercial landmarks and integrating a residential component for economic, social and cultural exchange. The sports aspect as a new environment in the city is the key to the success of a brand based on its cultural value and the variant amenities offered around the city. Sports provides a flow of people into the city, which by its nature creates contrasting and eyecatching situations for the users. The project also uses sport for stimulation and connection between key points in the city that were inactive and the city itself. In short, The Resurgence of a City Through Sports City Branding gives a second chance to those cities in decline that are looking to maximize their resources and stand out. kevin j. rivera martínez bachillerato en arquitectura mentor: arq. pedro a. rosario torres city branding sports resurgence decaying city urban net
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