Renewed civic pride sees young people reclaim Coventry brand

Behind the celebrations of Coventry winning UK City of Culture for 2021 are concerns about its unemployment and skills gap, but a boost in civic pride among young people could be a driving force in the city’s transformation, according to those who worked on the city’s bid.

Young people are reclaiming Coventry,  according to Susie Murphy, Development Manager from the Positive Youth Foundation, who supported the city’s bid for City of Culture.

She told the audience of the Closing the Skills Gap conference at Coventry College that the improvement in civic pride among young people was the best thing the Foundation saw in the lead up to the bid.

“Young people used to always claim areas in their dual heritage other than Coventry. There’s a new saying going around young people now. They say ‘You know I’m from Cov, yeah?’. It’s like this reclaiming,” Murphy said.

“Coventry wasn’t a place young people saw as welcoming, but I think that’s because they just didn’t see a lot for them here. It was a disinterest in Coventry.”

Mark Franckel, chief executive of engineering company Arlington, agreed.

“Coventry has got a challenge, but the youth now like brands, they like to be recognised as part of something. I’m not sure where it’s going to go but it’s something we’ve got to embrace,” he said.

Ian Harrabin, managing director of private development company Complex Development Projects, said Coventry’s negative image in the press has put businesses off from relocating here, but that this is changing.

“I think Coventry is becoming really cool. The holy grail for me over the last 30 years has been to change Coventry’s image. The City of Culture is a magic bullet, it’s out chance to tell the rest of the country how great Coventry is and improve the city in the process,” he said.