“…Mobilization of heritage narratives for place branding Emphasis on external capitaltourists, investors Increased use of established neoliberal planning tools: 'soft spaces' for governance, flexible approaches for conservation-planning and regulation, market-based tools Diminished capacity for conservation-planning interventions through staff cutbacks Reduced financial resources for heritage protection businesses, helping to promote the city through artisanal/craft products or new cultural activities prevalent in vacant pop-up venues as a means of rebranding the city (Scott, Parkinson, Redmond, & Waldron, 2018). However, heritage-led regeneration as branding also challenges the authenticity of tangible built heritage and conservation practice.…”