When Blackpool lost its bid for a super-casino, the city decided to try something else. The city has set its sights on becoming UK's “capital of dance." According to The Stage, the resort has been earmarked £4 million of government money for the plan. Doug Garrett, the chief executive of ReBlackpool, the urban redevelopment company which will head the scheme, told The Stage that "he hoped it would 'regenerate the town, increase visitor numbers and attract back lapsed visitors.' "Culture minister Margaret Hodge added: 'Cultural projects can play an enormous role in kick-starting regeneration in communities. Not only do they attract new visitors, but they also enhance the environment for residents and give a sense of pride to the community.'" The city is already known for as the capital of ballroom dancing, so the new scheme seems to build on an area (a very hot area right now) of distinctiveness.