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Toolkit SPAA

Toolkit SPAA

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Published by thecaac

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Published by: thecaac on Dec 08, 2011
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1
Introduction
- Purpose and Content2
Place Marketing
- A Practical Guide5
What is Place-Making?5Developing a Place-making Strategy7- The Importance of Stakeholders7- Process7- Critical Success Factors9
SPAA Partners
Demonstration Projects12
Summary12Limerick13Chester18Ourense21Valimar24
International Place-making Best Practise -
Case Studies
27
Newcastle/Gateshead27Glasgow28Barcelona28The Scottish Borders29London Olympic and Paralympic Games 201230Lichtenstein30Sweden31Poland31Costa Rica32Ireland32New Zealand33
Contents
 
Purpose
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 offerpolycentric 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
reference document
and
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
demonstration projects
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.
Context
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)
1
Process
The process expected of SPAA partners was to:Establish effective ways of developing
cross-sectoralpartnerships
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
demonstration projects
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
Themes
The SPAA project’s four key themes are:Place-making partnershipsPlace-making strategiesDistinctive qualities of place as a tool for place-making --“Demonstration ProjectsEconomic impact of place-making
1
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
2
Introduction
- Purpose and Content
 
development of projects of cooperation. CAAC also intends topromote Atlantic cities' interests and cities in general at a Europeanlevel, in order to favour a balanced and polycentric organisation ofthe European territory.The role of CAAC within the SPAA project is primarily to providedissemination and publicity for the partnership through its networkthrough:- CAAC newsletter: The newsletter has a circulationof 200 people, among members (councillors,mayors, technical and administrative services)CAAC partners within and outside the Atlantic area(economic and social councils, chambers ofcommerce, etc.) and members of EU institutions(MEPs, EU Commission, Committee of theRegions, etc.).-Promotion of the project among CAAC members:the SPAA project has been presented to membersat several occasions: General Assembly, Executivebureau and in Urban Development working groupsmeetings- SPAA website:http://www.arcat.org/SPAA/Index.htm
3Yellow Railroad Thumbnail: Outline of Services & TomBuncle’s Experience(For CAAC Conference, Chester, June 2007)Yellow Railroad is an international destination consultancy,run by Managing Director Tom Buncle. Yellow Railroadhelps put places on the map: Yellow Railroad specialises inplace branding, place shaping, destination marketingstrategy, eco- and ethno-tourism strategy, tourism policy,and crisis management for tourism destinations.Tom Buncle has over 25 years experience in tourismdevelopment and place marketing on four continents(UK/Europe, N America, Asia, Africa). Prior to establishingYellow Railroad Tom spent 4 years as Chief Executive ofthe Scottish Tourist Board (STB - now Visit Scotland).Before that, he was International Marketing Director atSTB and ran British Tourist Authority (now Visit Britain)operations in Southeast Asia, Norway and California.Tom was a founder board member of Scotland the Brand – a pioneering national place-branding organisation. Hehas served on several boards as a non-executive director,including the Edinburgh International Festival Council, theCairngorm Partnership (Scotland’s second national park).He was an adviser to the UK Department of Culture,Media & Sport (DCMS) on the European Capital ofCulture 2008 award.He has undertaken consultancy work for destinations inthe UK, Europe, Africa and the Caribbean. His focus is ondestination and place branding (Namibia, England),business planning and place marketing strategy (Gabon,England, N. Ireland, Commonwealth Games), nationaltourism policy development (Namibia), crisis recovery(Britain after 9/11, England after Foot & Mouth Disease,)and organisational restructuring (National DevelopmentCorporation of Dominica).

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