Limerick's "poor brand image" is a large obstacle to its future growth according to the new 'Revitalisation of Urban Limerick' report, which suggests a variety of ways to create a more vibrant city for the future.

The recently launched report suggested that "with a dissipating regional economic base and progressive migration of residential and commercial activity from the city centre, Limerick is at risk of acute degeneration as a city entity".

The report identified possible revitalisation projects, such as a new science centre and a global village for international language and cultural learning, as well as the necessary framework to achieve them.

The report—written by former University of Limerick president Dr Edward Walsh and Peter Coyne, who worked extensively on regeneration in the city of Derry—also noted that Limerick and its region are "failing to compete economically with other European city regions of comparable size".

Also contained in the report is a detailed analysis of the current barriers to future success by explaining that Limerick is "critically disadvantaged in seeking to meet the expectations of the National Development Plan".

The report was commissioned by the Atlantic Way in association with a number of bodies including UL, Limerick City Council, the Limerick Chamber of Commerce, Shannon Development and the Limerick Co-Ordination Office.

Speaking at the launch, Dr Walsh remarked, "The report arises from brainstorming sessions held during the course of 2007 involving a wide range of organisations and leading members from Limerick city and its region and from subsequent in-depth consultation it is clear that the Limerick urban area is not achieving its potential."

"We propose initiatives to change this and make Limerick city the key economic and social driver of its region. Limerick has remarkable potential and the capacity to be a progressive, socially and economically balanced, European waterfront city."

The report made two key recommendations. The first is that "an independent, comprehensive economic and administrative analysis" should be done as soon as possible to set the best city boundaries for Limerick city "to ensure that it can function as a core city to its region and exercises its full strategic capacity".

The second suggestion is that the existing regeneration agencies should be joined by a third sister 'City Centre Agency', created specifically for the physical and economic development of the urban centre including King's Island, the docklands, the urban riverside and other key areas.

Brian O'Connell, Chairman of the Atlantic Way, said that Limerick city "can be repositioned as a vibrant, iconic, internationally competitive aspirational city", especially with the "energetic support for an iconic redevelopment project that will symbolise a new era".

The full text of the report is available for download from the website www.atlanticway.com.

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