Retail & Business Development in multiple town districts. Giovanna Codato, Vice President

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1 Retail & Business Development in multiple town districts Giovanna Codato, Vice President

2 Key concepts We are all urbanized Urban development is by far the most rapid type of land use change in Europe. Regardless which future scenario we choose, urban expansion will continue at % per year, 10 times higher than any other land use change. Periurban areas are growing four times faster than urban areas, at a rate which, if continued, would double their area in years. Not just City vs. Countryside The time has come to challenge the conventional distinction between urban and rural issues. Instead, we need a more holistic, territorially integrated perspective to shape future EU Cohesion Policy, especially where it concerns economic development, social inclusion, transport, agriculture, environment and landscape.

3 Key concepts/2 Big on Small In the future, Europe s competitive position on the global scale will increasingly depend on its globally unique, cultural and historical heritage assets. In this context, periurban networks of medium-sized and small towns occupy a particularplace. Love, not war urban-rural linkages can help to foster common approaches and activities to solve common problems or achieve shared goals. In the absence of such co-operative working, there is a danger that neighbouring authorities would end up in competition with each other. Such competition would be detrimental to the pursuit of sustainable development goals. Neighbouring urban and rural areas are usually to some degree interdependent, and this interdependence needs to be managed.

4 Retail&theCity 1 city, 8 towns, 11 villages, 6 valleys 1 strategy

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6 The philosophy The District is a tool designed to improve urban business districts by giving businesses adequate standards of productivity through: a physically enhanced and friendly environment Skills to business operators A District is not just about retail&the city, but relies on retail &the city to improve its overall positioning in terms of accessibility, attractiveness, amenities. Retail&thecity Local businesses in small villages often survive because customers aren't just residents; depending on their products and services, they can attract people from other towns. Municipalities can then exploit and enhance businesses' attractiveness to retain visitors.

7 The Players PROJECT LEADER: CONCOMMERCIO CUNEO A Provincial confederation for retailers BOARD OF DIRECTORS: - Local administrations - Retailers' confederations - Chamber of Commerce - Regional Government MAIN FUNDING: Regional Government.

8 The Plan Two goals INCREASE LOCAL PRODUCTIVITY One strategy: REPOSITIONING URBAN OFFER (NOT ONLY COMMERCIAL) the district is a new territorial entity where shared interests converge. Municipalities come together and begin to address issues of urban design and qualification of retail areas and sit at a table with private operators. Key strategic element is: "The Partnership". Three Diversified actions Three different types of towns and villages, three recipes for each one One common action CONNECT&MANAGE: inform, communicate, learn

9 The project A pilot project, devised by the regional gov.t, to revitalize economic districts. 5 launched in the entire region, starting in : the District of Cuneo pilot is started; for 1 town, 14 villages and 6 valleys: Business analysis (index of producitivity, catchment areas, interactions with large retail formats/chains, independet retail formats) Flux analysis (logistics, visitor and customer surveys, economic indexes) Identification of actions : Actions carried out

10 Actions for the town of Cuneo/ urban space analysis and downtown management For the city of Cuneo, capital of the province and main pole for the district, actions were focused on the creation of a downtown management organization and on the analysis of urban spaces and their problems. 3 As: Accessibility Attractiveness Amenities

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12 Actions for smaller villages/ a project-idea For each village a project idea was devised. Small towns have small budgets: capital improvements have to be clearly identified and aimed at their revitalization, in sinergy with retail and services enhancement programs

13 Actions common to all villages Internal and external communication through integrated systems for: - local administrations - business operators - customers - visitors ONE-TO-ONE MARKETING WI-FI AREAS TOUCH PLATFORMS INFO POINTS IN DOWNTOWNS GENERAL SERVICES TO ALL

14 Actions common to all villages Common website hosting retail and leisure offer, created with the local tourism development agency In 4 different languges, it offers a booking service, an outdoor planner, an event calendar, and tourist guides.

15 Future actions An integrated downtown management program. Villages are too small to afford a downtown organization alone: they will have an area manager that will work on clusters of villages, defined on the basis of geographical location and integrated offer positioning within the district Further integrated promotional activities for Retail & leisure

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22 Q&A? Contacts Giovanna Codato