Social Studies: Who decides what makes a neighbourhood 'cool'?

Are some places just cooler than others?This week a tribunal in Victoria reversed a decision to block an application for a new McDonald's in one of Melbourne's trendiest suburbs. While the council had argued it wouldn't fit with the "cool vibes" of the rest of the street, the tribunal decided actually, there's no true authority on the subject.So how does a place create an identity and protect it over time, and who gets to decide what passes the vibe check?