This Place-making Toolkit has been produced within theEuropean Union Sustainable Promotion of Atlantic Area(SPAA) project.
The SPAA project’s core aim is “to strengthen andpromote Atlantic identity by testing the impact of anintegrated place marketing approach” that will offer“polycentric solutions to the disadvantages of beingon the Atlantic fringe”, thereby “contributingtowards sustainable regional development”.
Within this context, the Toolkit’s purpose is to help EuropeanAtlantic cities wishing to attract people to live, work, visit,study and invest in their cities. In fulfilling this purpose it aimsto:•Serve as a useful
transferable marketing tool
for European Atlanticcities and sub-regions, which explains the benefits ofplace-making and gives guidance on how to undertakeplace-making. (Part 1, pages 5-18)•Record SPAA partners’ place-making
and insights gained(Partners: Valimar in Portugal, Ourense in Spain,Limerick in Ireland, and Chester in England). (Part 2,pages 19-49)•Identify i
nternational examples of good place-making practice
and highlight key insights from each.(Part 3, pages 50-65)•Provide partners with a
mechanism for measuringeconomic impact
, which they can apply to theirown places.
The SPAA project exists under Interreg IIIB Atlantic AreaPriority D: Strengthening and Promoting the Atlantic Identity ina Context of Globalisation.This project has developed out of a desire between partnersto address some of the economic disadvantages they face assub-regional hubs on the periphery of not only their region,but also their national hub and the EU as a whole. These sub-regions are vulnerable because of their scale, weakinfrastructure, positioning and peripherality. In comparison tovibrant economic centres within the Atlantic area they areoften marginalised and thus pose a risk to balancedharmonious development of the Atlantic Area. But theeconomic vibrancy of these sub-regions is essential to theperformance of the Atlantic are as a whole. These small citiesare characterised by their cultural distinctiveness and are at ascale that makes them attractive to residents and visitors alike.This project offers an opportunity for these sub-regions toaddress these imbalances and develop robust integratedapproaches to economic development at a number of levels(local, regional, inter-regional) to secure their future.Dissemination of project results to other cities is undertakenby the Conference of Atlantic Arc Cities (CAAC)
The process expected of SPAA partners was to:•Establish effective ways of developing
within a sub-region to address place-making. This should ideally encompass a genuinelyholistic approach to engaging all relevant sectors (e.g.retail, accommodation, leisure, finance, manufacturing,property development, professional services, small-medium sized enterprises (SMEs) and the publicsector).•Develop
integrated place marketing strategies
for each sub-region to maximise the impact ofmarketing activity. Partners were expected to identifyshared characteristics that would help them and othercities make the most of their Atlantic-facing identity andincorporate this understanding in their marketingstrategies. It was hoped that this would lead to anunderstanding of how their region’s particulardistinctiveness could be used to market the totality ofservices available in each region.•Undertake
that wouldengage visitors, local populations and communitiesthrough the development of new initiatives andsustainable promotion of sub-regional areas. Thesepilot projects were expected to explore:-The robustness of a cross-sectoral approach-How distinctive features could be used tocreate city/sub-regional branding-The impact of marketing sub-regional cities inspreading economic benefit across a wider area
The SPAA project’s four key themes are:•Place-making partnerships•Place-making strategies•Distinctive qualities of place as a tool for place-making --“Demonstration Projects”•Economic impact of place-making
Created in 2000, the Conference of Atlantic Arc Cities (CAAC) nowincludes about 40 members - cities and urban networks - from the 5States which comprise the European Atlantic seafront (Ireland, UnitedKingdom, France, Spain, Portugal). One of CAAC’s main objectives isto encourage synergies and partnerships between member cities inorder to contribute to the emergence of an area of solidarity and the
- Purpose and Content