Policing (by) the urban brand: defining order in Winnipeg's Exchange District

Abstract

In this paper, we examine the ways in which the urban brand is policed in an attempt to ensure that the Exchange District business improvement zone in Winnipeg, Manitoba maintains a stable and safe image. In doing so, we pay particular attention to the use of security and beautification services as well as environmental design in the production of perceptions of safety. In addition, we suggest that the brand itself is a source of policing, since it evokes a regulatory ideal or ‘definition of order’ that facilitates coordination of the institutions, auspices and agents engaged in the co-production of the brand and its boundaries.

Dans cet article, nous examinons les moyens de surveiller la marque urbaine pour essayer d'assurer que le District d'Exchange en Zone d'Amélioration de Commerces (anglais: Business Improvement District) à Winnipeg, Manitoba, maintien une image stable et sûre. En faisant ainsi, nous prêtons une attention particulière à l'utilisation des services d'embellissement et de sécurité ainsi que le dessin environnemental pour la production des perceptions de sûreté. De plus, nous suggérons que la marque est en elle une source de surveillance parce qu'elle évoque une idéale régulatrice ou une « définition d'ordre » qui facilite la coordination des institutions, auspices, et agents impliqués dans la production coopérative de la marque et ses confins.

En este trabajo nos proponemos examinar los modos en los que la marca de la ciudad de Winnipeg, en la provincia de Manitoba, es controlada. La finalidad de dicha vigilancia es asegurar que la Zona de Mejoras del Distrito Comercial de Cambio (ZMDCC) mantenga una imagen de estabilidad y seguridad. Para ello, prestamos particular atención a cómo se hace uso de los servicios de seguridad y de embellecimiento, así como también del diseño ambiental, para provocar sensaciones de seguridad. Además, proponemos, que la marca misma es una forma de control en el sentido en que ella alude a un ideal regulatorio o a una ‘definición de orden’ que facilita la coordinación de las instituciones, auspiciantes y demás agentes comprometidos en la co-producción de la marca y de sus límites.

Keywords:

• branding
• urban space
• policing
• business improvement zones
• social ordering

Keywords:

• Stratégie de marque
• espace urbain
• surveillance
• zones d'amélioration de commerces (business improvement districts)
• ordre social

Keywords:

• creación de marca
• espacio urbano
• vigilancia
• zonas comercial de mejoras
• ordenamiento social

Acknowledgements

We are pleased to acknowledge the generous financial support of the Community-University Research Alliances (CURA) programme of the Social Sciences and Humanities Research Council through the Manitoba Research Alliance for Transforming Aboriginal and Inner-city Communities. We would also like to thank Amanda Nelund for her assistance and comments on a previous draft.

Notes

1. Like many parts of the city, crime rates have been dropping in the Exchange District and the per capita crime rate, particularly in daytime hours, is either no worse or no better than several other parts of the city. During evenings, the number of bars and clubs located in this region can result in spikes in certain types of crime (e.g. assaults and sexual assaults).

2. The police cadets are an auxiliary branch of the Winnipeg Police Service. Their purpose is to carry out necessary, but secondary, policing tasks, so that regular officers are freed to focus on core policing activities.