State of the art INDEX
1. Introduction
2. Markets: State of the art at EU level INDEX
1. Introduction
2. Markets: State of the art at EU level Introduction
The Markets For centuries, markets have been an important part of the city retail. They represent not only the place where people buy food and non food products but also the place where the heart of the city could be found. When retail chains where not yet developed, small retailers were the only source of products for the city. Craft shops gathered in specific areas of the cities (today’s high streets) but traders and farmers met in a specific places, the “markets”. This phenomenon could be found all over Europe in small cites as well as capital cities, the only difference being the number of stalls, the variety of products and the opening days. Because of the footfall they generated, markets had a very important impact on their surroundings, enhancing the opening of retail shops, artisans and other businesses. Even if this was more or less homogeneous in all countries and cities, the industrialization first and the retail evolution afterwards, produced a divergent path for the markets in every country and region. Introduction
The Markets today Although markets generate great footfall and can bring “life” to a neighbourhood, their economic and social impact has often been undervalued. Nowadays, the situation of the markets in each city varies considerably. Several factors explain these differences: retail competition, local laws, retail association relevance and roles, market governance models, logistics models, etc. The different evolution of the markets implies that different management approaches, typologies and/or degree of competitiveness can be found. But even within this heterogeneity, markets are still at the heart of the city life
and play, an important role for the retail offer, tourism attraction as well as social and economic cohesion and development of their local neighbourhoods. Local governments have re-discovered or are rediscorvering the centrality of markets in their city and their relevance to urban development, their role in jobs creation and entrepreneurship and their importance for the social development of the neighbourhoods. Markets model
The market’s ecosystem As stated formerly, markets have a broad impact on the city. Several areas of the city GDP generation are impacted such as tourism, logistics, real estate or retail development At the same time, most of the quality of life indicators are also influenced, such as social development and integration, sustainability, availability of km0 products, mobility and employment. For this reason, a wide range of stakeholders can be identified: local and regional authorities, business, traders and retail associations, wholesale distributors, local producers, different kind of investors and, of course, the citizens of the city, especially those in the market’s neighbourhood. The attached graph represents in a very synthetic way the whole markets model and ecosystem. Project goals and overview
Urbact markets is a project that aims to explore the role of city retail markets as key drivers for social, environmental and economic change in our neighbourhoods.
Markets generate footfall, economic activity, increase in trade in surrounding areas, incentivize tourism and reinforce local cohesion.
The project focuses on sharing best practice for creating and managing both street and covered market, either food or specialist markets.
Markets will be treated as part of the urban trade and retail policy, but with an integrated approach: urban planning, environment, employment and tourism policy areas will also be part of our action plans.
The project will propose specific measures to adapt markets to the challenges of the XXIst century, to contribute to answering the needs of neighbours, consumer trends and demands, and low-carbon neighbourhoods. INDEX
1. Introduction
2. Markets: State of the art at EU level
2.1. EU Background
2.2. Markets and Town Centre Regeneration
2.3. Low carbon economy & markets
2.4. Employment and entrepreneurship in the markets INDEX
1. Introduction
2. Markets: State of the art at EU level
2.1. EU Background
2.2. Markets and Town Centre Regeneration
2.3. Low carbon economy & markets
2.4. Employment and entrepreneurship in the markets EU Background At European level, the debate on markets has started only recently. Markets don’t have their own space at EU level, being mixed with retail, agriculture, or other administrative bodies. This is not surprising since many countries, regions and local governments show a similar lack of specific body or department devoted to markets. However, as the importance given to the markets increases, some projects have already been carried out at EU level such as: MedEmporion http://www.medemporion.eu/index.php/contents/home http://w110.bcn.cat/Mercats/Continguts/Documents/Fitxers/angl %C3%A8s%20complert.pdf Central Markets http://www.central2013.eu/ Other relevant documents from the EU related to markets are: • Retail market monitoring report “Towards more efficient and fairer retail services in the internal market for 2020”: http://ec.europa.eu/internal_market/retail/docs/ monitoring_report_en.pdf • The single market act: http://ec.europa.eu/internal_market/smact/index_en.htm EU Background
At national, regional and local level, markets strategy is usually included in a more or less explicit way within the retail, promotion and commerce strategies, although some relevant policies can also be found among the agricultural and rural legislations.
In the last 2-3 years however, some countries or specific regions have started specific studies about markets, their impact and/or their strategic and economic relevance.
The most relevant ones are:
• “Markets 21: A Policy & Research Review of UK Retail and Wholesale Markets in the 21st Century”, Retail Markets Alliance, November 2009 • “London Retail Street Markets Study”, Regeneris Consulting, October2010 • “I mercati nella Circoscrizione 7”, Circoscrizione 7, Conservatoria delle Cucine Mediterranee, Città di Torino, 2010. • “L'integrazione in piazza. Commercianti stranieri e clientela multietnica nei mercati urbani”, FIERI and Camera di Commercio di Torino, 2010. • “"Rapport d'orientation pour la dynamisation et le développement des marchés de plein-vent et des marchés couverts"” - Étude réalisée par le Bureau d’études CMF (Commerce et Marchés de France) entre mars et novembre 2011 sur les 73 marchés de la CU. • “Impacte economic dels mercats” – Institut Municipal de Mercats de Barcelona – 2009 & 2011 Non EU Background
Some studies are available from the US. “Project for Public Spaces” (www.pps.org) is particularly interesting and relevant to our project. Project for Public Spaces (PPS) is a non-profit planning, design and educational organisation dedicated to helping people create and sustain public spaces that build stronger communities. Since 1975, this organisation has completed projects in over 2500 communities in 40 countries and all 50 US states. Partnering with public and private organisations, federal, state and municipal agencies, business improvement districts, neighbourhood associations and other civic groups, they work to improve communities by fostering successful public spaces. Within the project they have carried out, some of them are very interesting for the Urbact Markets. All them can be found at: http://www.pps.org/reference-categories/public-markets-local-economies. The following articles and projects are very relevant to the objectives of the Urbact Markets project: - The benefits of public markets (http://bit.ly/QyFka4) - Public Markets Renew Downtowns & Neighborhoods (http://bit.ly/UPkM4j) - Public market link urban and rural economies (http://bit.ly/QIZLTv) - Public Markets Bring Together Diverse People (http://bit.ly/Q5hB3V) - Making the case for public markets as job generators (http://bit.ly/Nmnudt) - Public markets provide economic opportunities (http://bit.ly/V2bfW2) INDEX
1. Introduction
2. Markets: State of the art at EU level
2.1. EU Background
2.2. Markets and Town Centre Regeneration
2.3. Low carbon economy & markets
2.4. Employment and entrepreneurship in the markets Markets and Town Centre Regeneration
The link between Markets and the Town centre regeneration will be approached from three complementary perspectives: - Territorial - Social - Economic
Territorial perspective Due to their historical developments, markets are usually located in a centre part of the cities or neighbourhoods and, most of the times, an initiative around town centre regeneration implies one of the most important markets of each city. For instance, covered markets in city centres are often located in an historical environment, surrounded by historic buildings and a whole regeneration activity is often undertaken when acting on them. Some cities, especially those of the convergence regions, carried out in the last years some city centre remodelling projects partly financed through European funds that implied the renewal of some of their markets and/or their surroundings. However, the centrality of the market is not always taken into account when an urban planning strategy is being developed, possibly due to the lack of an existing body with whole competences on markets that can lead, or at least influence the urban planning of the city. Markets and Town Centre Regeneration
Territorial perspective (cont.) • However, there are successful examples in Europe of how markets can be the focal point and guideline for urban planning and positively contribute to the city development strategy. • In this context, Barcelona’s case with 19 remodelled markets and other 10 remodelling projects underway is probably the most relevant example of how urban planning and markets’ strategy can be linked. • Also in other cities such as London, Torino, Toulouse, Plovdiv or Wroclaw, and with more or less intensity, markets have been integrated in the lifetime neighbourhood development and planning guidance. • Those experiences show that urban planning considering the needs and opportunities of each neighbourhood and taking into account the markets as an important axis of the regeneration, is a basis for an efficient and rational development. It could include in its final outcome, the need of the retail and market sector of the regenerated area in terms of : - Public transportation - Footfall flows - Capillary logistics - Private investments to incentivize - Citizens’ and retail’s waste management - Accessibility, etc. • Town centre regeneration implies acting on functions that play a very important role in everyday life of citizens.
Markets and Town Centre Regeneration Territorial perspective (cont.) “Santa Caterina” Example in Barcelona The project for the remodelling of the Santa Caterina market in Barcelona implied a whole regeneration of the surrounding quartier which was rather degraded although being vey close to the most touristic areas of Barcelona. The investment included a 40 new apartments for elderly people and anew pneumatical waste management system. Now it is an important touristic pole. Retail around the market is new, modern and competitive and buildings were rehabilitated with their own private investment.
“Chetvartak Pazar ” Example in Plovdiv In Plovdiv, one of the biggest markets in the town “Chetvartak Pazar” is currently under construction. This will lead to more new suitable market spaces, to better design of pedestrian sidewalks, more green lawn and resting places. The outcome will become the first and biggest covered market in Plovdiv, with restoration and other available services. Markets and Town Centre Regeneration
Economic and administrative perspective Many aspects have to be taken into consideration about the economic aspects of markets: • A recent study made in London (London's Retail Street Markets - Final Report, Regeneris, 2009) confirmed what had already been empirically seen on different cities: a large minority (42%) of customers said they would not visit the town centre if the market was not there. • Markets are an attraction pole for citizens and, in some cases, also for tourists. The economic impact of the markets is very high (see later) not only for the market itself but for all the surrounding retail and service’s companies. • Markets integrate traders with local producers, their mix depending on the regulations, wholesale availability and competitiveness. • Due to their territorial and economic implications, market revivals cannot be considered separately from their immediate environment. If seen as just a “market issue”, they will be perceived as not very profitable and thus only affordable from a public-service perspective. • In fact, in private-managed markets there aren’t usually big investments unless very focused to footfall increase (e.g. tourism), because in most of the cases the local authorities haven’t developed tools for its stimulation. Private holders lack the broader perspective which can justify a market being remodelling for the whole neighbourhood. Success stories in Europe are often related to a public management of the markets, especially where there is a local department focused on market’s development and management. Markets and Town Centre Regeneration
Economic and administrative perspective (cont.) The management approach to markets vary from city to city, but can be synthetized in three models: - Strong public management: Markets are managed as a whole from the public sector (renting, promotion, markets rehabilitation, general management…). In these cases, a specific department or even an independent public body usually exist (e.g. Institut de Mercats Municipals de Barcelona). - Light public management: Markets are managed by the public sector but mainly focused on renting the public space, not developing other actions such as promotion or markets remodelling (e.g. Toulouse markets approach, some examples in London) - Private management: The city council gives the management to private companies who rent and promote the spaces (some examples in London) Even if, from the remodelling perspective, the stronger public control seems the best option, the higher the public clout on the management, the lower the flexibility to adapt the markets functioning to different competitive scenarios. Each city shaped its model according to its own reality to find the right equilibrium between broad picture and flexibility. Some even show a mixed public-private model. However, for any of those cases, having a modernised and efficient framework for the local market businesses definitely helps increasing its efficiency. Markets and Town Centre Regeneration
Economic and administrative perspective (cont.) • The commitment of the stallers on the market’s strategy is also a success-proven strategy. However it hast to be done through a staller’s representative body (e.g. staller’s association) since a discussion with each staller is not efficient and very time consuming. • A well established staller’s association can positively help design a joint strategy for the whole markets system.
Barcelona approach to staller’s association Barcelona’s example is the most relevant in this context: - Each market has a staller’s association and all stallers are mandatorily part of it - The staller’s association is in charge of cleaning an security of each market - Periodical meetings are held between the IMMB and the staller’s associations. - Promotion and branding strategies are common to all markets and coordinated by the IMMB - Renewal of the markets are partly financed by the stallers (in this sense, to secure the contracts for stalls for a long period result into an increased commitment) Markets and Town Centre Regeneration
Social perspective • There is a general recognition, supported by studies (e.g. Toulouse 2011 study about markets) that markets, play an important role in stimulating town centres and neighbourhoods liveliness, provide a friendly atmosphere and become a place for residents to meet. • A market helps building a stronger community. In fact, as seen in some cities, when a market disappears (e.g. Búza Square Market in Pecs), the neighbourhood degrades. • Markets located in town centres are often the flagship of the town’s retail system, providing very high quality products and services, acting as a touristic attraction (e.g. “Boqueria” in Barcelona, “Victor Hugo” in Toulouse, etc.). • Similarly, markets located in disadvantaged neighbourhoods, including some of the largest ones, play a leading role in the life of these neighbourhoods, by offering a range of food and non-food products at prices adapted to the modest budgets of many residents. • In those areas with a high percentage of immigration, markets also offer familiar products and thus facilitate multicultural integration. Additionally markets create and maintain employment opportunities (self-employed or wage-earning) that may be taken up by people with low professional qualifications. • For instance, and based on the mentioned Regeneris study carried out in London, there is a clear relationship between the most deprived neighbourhoods in inner London and concentrations of street markets, given the fact that street markets typically sell cheaper goods than supermarkets, in particular fresh produce. Markets and Town Centre Regeneration
Social perspective (cont.)
“Porta Palazzo” Example in Torino The intense transformation of Porta Palazzo in these last years, was accompanied by actions and projects aiming at mending its social fabric, solving the tensions caused by the continuous migratory flows in a place representing the first settlement place for the immigrants arriving in Torino. As a consequence, policies and actions favouring social inclusion have been coordinated, in order to reinforce the relationships, create support networks and processes developing a local shared identity..
“Boqueria” Example in Barcelona A special case can be found in the Boqueria market of Barcelona, which even if being the city’s market flagship and visited by thousands of tourists every day, it is located in a deprived area of Barcelona (i.e. Raval quartier) and therefore combines some of the finest and most expensive stalls with the cheapest ones and provides a broad range of ethnic-oriented products. Markets and Town Centre Regeneration
Social perspective (cont.) • As has been proved in several cities, especially those with few markets, city centre regeneration increases local markets sales. This is an example of good practice to replicate in the disadvantaged neighbourhoods, reducing distances travelled to purchase the main food supplies and providing them an adequate offer of food and non food products. • In fact, markets complement the existing retail offer of every neighbourhood, and for this reason, markets in the centre are much more food-focused, while on the periphery non- food has a special relevance. In the case of cities with markets mainly focused on food (e.g. Barcelona), the phenomenon also exists but the complementary retail offer appears all around the markets. • Based on these lessons, some projects such as the Urban Barriera in Torino, were born aimed at regenerating a disadvantaged and marginal neighbourhood taking into account the present market in its area. In the case of Torino the regeneration of Foroni market is paramount within the overall project, in fact the market is the most important concentration of economic activities in the area, as well as a reference point for the inhabitants of the neighbourhood. The market is thus able to influence the economy of proximity. In this renovation framework, the stallholders are open to develop an innovative management approach INDEX
1. Introduction
2. Markets: State of the art at EU level
2.1. EU Background
2.2. Markets and Town Centre Regeneration
2.3. Low carbon economy & markets
2.4. Employment and entrepreneurship in the markets Low carbon economy & markets
The influence of markets on the low carbon economy comes from two very different but complementary approaches that will be treated in the next pages. • Rural - Urban approach • Resource efficiency approach
Rural – Urban approach All European countries are supporting the revitalization of their rural areas through different policies and legislations. There are some EU initiatives in this direction: • http://www.rururbal.eu/welcome/index/l_it • http://www.provincia.torino.gov.it/europa/europa/progetti_europa/prog_agricoltura/agricoltur a2 The enhancement of the local fresh food producers, reduces the logistics chain and therefore has an important impact on the greenhouse gas emissions by reducing the amount of food miles. It is related to the km0 strategies that have been undertaken in different locations. A recent evaluation conducted by the city of Toulouse figures out that eco‐commerce on the widest possible basis should save 130 tonnes CDE (carbon dioxide equivalent) per year. Supporting the existence of farmers’ markets and/or the presence of local producers in the markets, contributes to bringing the rural world to the city and are based on sustainable methods of food production. Low carbon economy & markets
Rural – Urban approach (cont.) London farmer’s market example In fact, as stated by the London Farmers’ Markets The London farmers’ markets association adheres to association, the markets provide the hub to make it the ‘rules’ set out by the UK Farmers’ Retail and viable to drive to London. Farmers can then sell at Markets Association, leading to the accreditation of a markets and deliver to retailers. They estimate that at market as farmer market. One of the criteria is the goods that are sold in farmers markets in London must least 50% of the farmers would not be in business if be raised, grown, produced, gathered, caught, or baked the London Farmer’ markets had not opened. within 100 miles of the M25 (‘the Region’). There are Markets are the local producers’ access door to their actually 13 accredited farmers’ markets in London. customers, directly or through a well established fresh wholesalers chain as can be found for instance Torino farmer’s market example in Barcelona or Dublin. The City of Torino has recently opened the VOV 102, Some regions are supporting these policies also by the first farmers’ market in Torino, thanks to a partial establishing some specific brands for local fresh funding from a Regional tender, won by the City of Torino in partnership with Coldiretti (farmers association) products such as the development and promotion of and Enzo B Association (which owns the license for the Bukovina brand in Suceava or a recent eco-labelling area). The funds for such investments are thus public system for organic products in Toulouse. and private. However, the local products offer is limited and very seasonal. Therefore it must be completed with a Toulouse policy example broader variety of products available from the fresh In 2012, the Metropolitan Toulouse Urban Community food wholesalers chains that bring them to the and the Chamber of Agriculture signed a 'Semi--‐urban markets either via traders, or through the local agriculture Charter'. The ultimate aim of this Charter is producers. They can offer in this way a completed to preserve land resources and agricultural usage in order to meet the town--‐dwellers' needs for local, range of fresh product to the market’s customers (e.g. high--‐quality foodstuffs. in the case of Suceava, 20% of all stalls are reserved for seasonal products). Low carbon economy & markets
Resource efficiency approach • The high footfall and waste generation of the markets provides a good opportunity to implement resource efficiency policies and actions from different perspectives including freight and mobility, waste management and prevention, as well as energy efficiency and use of renewable energy sources. Freight and Mobility • Customers and stallers provide a double impact on mobility. • On the one hand, customers tend to visit the markets once a week in most of the cases (e.g. Nearly 2/3 of customers in London visit markets at least once per week, over 90% on foot or via public transport), this implies a high amount of people movement. • In those cities that have weak neighbourhood markets, the mobility to the central market (often in the city centre) is very high and needs a special focus from the Local Authority. For instance in the case of Plovdiv, the city is evaluating the impact of constructing new markets or enhancing the existing ones on the neighbourhoods to reduce people’s flow to the city centre. • Some cities (such as Torino or Barcelona) discourage the use of cars by reinforcing the urban transport lines. Car‐sharing and bike-sharing projects are also available or under development in many cities. Toulouse have electric buses available at the city centre that directly connect to the main markets that also are well served by the underground. Low carbon economy & markets
Resource efficiency approach (cont.) • On the other hand, stallers also generate environmental impacts due to the whole market freight and logistics for the supply of goods, waste collections and transport of stalls for in- situ assembly (non permanent markets), etc. • Capillary logistics is very important for fresh food focused markets that need an everyday replenishment of their goods. However, supply is often carried out in the early morning and the impact on city mobility is low despite negative air quality and emissions impacts. • There are some initiatives under study in order to reduce the environmental impact of this capillary logistics. Dublin is studying an electric tram system to bring goods directly from the port and wholesaler’s warehouses, a similar approach but using river transport is being assessed by Toulouse. • In this context, Suceava and London are involved in the EVUE Urbact project to assess the sustainability of electric vehicles in logistics and (consolidated) freight distribution and to tackle the local producers as well and other market operators, involved in the short supply chain (http://urbact.eu/en/projects/low-carbon-urban-environments/evue/homepage/). • As an additional and interesting initiative, Toulouse undertook a comprehensive re- assessment of urban goods delivery systems by means of extended consultations with carriers, shopkeepers and residents. They are looking into the option of setting up nearby urban supply-chain sites in order to reduce access times to delivery routes and to consolidate products for delivery on the basis of their destinations (i.e. freight consolidation). Low carbon economy & markets
Resource efficiency approach (cont.) Waste Management and Prevention • All cities have their own waste management and recycling programs. However markets have particular requirements on this issue. • A poor waste management system implies a direct damage on the market’s image as at the end of the market’s day there can be scattered waste and potential odour problems because of organic refuse and food waste. • Not all markets have a waste management strategy in place, which should ideally be widely implemented as markets have the potential to: reduce the amounts of waste generated to begin with; increase the recycling rates of the waste generated; reach zero to landfill targets if suitable segregation processes are implemented, including collection of food waste and organic refuse for composting or waste-to-energy facilities.
London’s experience In London a few markets such as Borough Torino’s experience market have developed waste strategies, In the greatest part of Torino markets a and encourage recycling and composting separate collection for organic waste, and reduction of non recyclable/non crates, plastic and paper is carried out. biodegradable packaging. Low carbon economy & markets
Resource efficiency approach (cont.) Energy efficiency and use of renewable energy sources Suceava clean heating program • Markets are a cluster of activity where the Sustainable Energy Action Plan has in measures to increase energy efficiency and the view implementing a clean heating system within the Commercial Complex Bazaar, use of renewable energy sources can be funded within the Swiss-Romanian explored and implemented. There have been Cooperation Programme; this covered different approaches to this issue. market will become a forerunner and a • Solar panels on the market’s roof is a very good example to multiply such investments. This action will also enhance effective strategy already in place or under the quality of the activity and the working development in several cities (Suceava, condition Plovdiv, Barcelona, etc.). • Efficient heating systems are also under study and development by Suceava and Wroclaw. Wroclaw central heating system The city of Wroclaw implemented a pilot programme (2006-2008) in cooperation with Heating Company to install new central heating system in old tenent buildings (old town area). INDEX
1. Introduction
2. Markets: State of the art at EU level
2.1. EU Background
2.2. Markets and Town Centre Regeneration
2.3. Low carbon economy & markets
2.4. Employment and entrepreneurship in the markets Employment and entrepreneurship in the markets
Very few data is available about the turnover of markets in the cities. The difficulty to get this information from the stallers and the lack of control on their sales, made it difficult up to now. However, two studies have been carried out in recent years. On the one hand Barcelona carried out a study about the economic impact of markets which concluded that markets directly generate a turnover of 1 million euros per year, and directly employ more than 7.500 people. On the other hand, and based on the Final Report of the London's Retail Street Markets study, the turnover of all markets in London is £430 million per year in total, representing 0.94% of overall retail spend in London. It is important to take into account that markets not only generate direct impact but also an indirect impact that has been quantified in London: customers at markets spend £752 million per year at other (closely located) shops. This represents a significant multiplier effect, with market customers spending on average £1.75 in other shops in the town centre for every £1 they spend in the market. These figures explain the markets’ potential for business and employment generation. In addition, it should be considered that regeneration and promotion activities affect the growth of interest in neighbourhoods, either those interested in purchasing or renting residential property or entrepreneurs looking for locations to conduct or start up businesses. In the following pages, three different aspects of the markets economic impact will be covered: - Tourism attraction - Market Promotion and Marketing - New business strategies and employment Employment and entrepreneurship in the markets
Tourism attraction • Some markets have high potential as local and international tourism attraction, especially those located in the city centre. In these markets, tourists can find traditional products and local fresh food supplies (either in covered or open-air markets). • The high touristic potential can be seen based on the London Visitor Survey 2008, where 29% of overseas and 24% of UK visitors to London said that shops and markets are very important reasons for their visits. • In fact, Borough market, Camden markets and Portobello Road market are major touristic destinations in London. The same happens to Boqueria and Santa Caterina markets in Barcelona, the Victor Hugo market in Toulouse, Porta Palazzo in Torino or the Sunday central market in Pecs. • In fact city centres tend to be those with the highest density of hotels and restaurants facilities (e.g. in Toulouse 43% of the 8,600 hotel rooms within the built‐up area are concentrated in the centre town area – source: Toulouse Chamber of Commerce, 2010) • Through the recent EU project MED EMPORION, Torino promoted the tourist attractiveness of the markets, especially for Porta Palazzo’s one where tourist tours to the market are held. London markets and tourism Toulouse markets and tourism attraction policy Borough market, Camden markets and Toulouse is working on a policy to attract tourism. In Portobello Road market are major touristic particular, this is to be achieved by highlighting the local destinations in London. gastronomy as an element of the South West's heritage. The development of markets with a strong regional identity contributes to this. Employment and entrepreneurship in the markets
Market Promotion and Marketing • Markets are not yet enough consumer oriented. For instance, in many cases the opening hours are the first barrier for customers when choosing the place where to buy. • This behaviour spreads all over the marketing strategies and very few examples can be found of altogether promotion and marketing activities. Probably Barcelona’s IMMB efforts are the most advanced ones, with even a very sound presence in the social networks. • The more structured the markets are in the city, the lower the flexibility to adapt to a so obvious demand such as the opening hours. In fact, it’s in this chapter where private- managed markets outstands public-managed ones, since the lack of investment on infrastructures is then devoted to promotion and footfall generation. • Some activities are found to promote farmer’s brands (as explained before) or for promotion of seasonal products. • The highest competition to markets comes from the Supermarket and Hypermarket chains that offer a broader range of food and non food products, at very competitive prices and supported by promotion and marketing activities and a broad range of opening hours. • To overcome the pressure of the distribution chains, there are some successful experiences such as the Barcelona’s one to offer them to be also present in the markets. All the experiences up to now have been successful for both, the market and the supermarket. Plovdiv is also assessing the potential of encouraging the supermarket chains to open small representative shops at the market places. Employment and entrepreneurship in the markets
New business strategies and employment • Markets provide a high range of opportunities for both the stallers and the retail and services businesses around the market. • Markets contribute to increase the competition, externally with other retail shops, and internally between the stallers themselves, bringing to the market a high quality and pricing offer. • Different business opportunities and activities can be found on all the participant cities: • Serving the restaurants and cafes that can thus differentiate themselves by using “market products”. • Vertical integration of wholesalers that open a “chain” of stalls in different markets to increase their margins and have direct access to the final customer. • Introduction of restaurants and bars on the market’s spaces • Fostering the creation and/or development of high commercial streets close to the market • Creation of service’s businesses around the market either for the market itself (cleaning, distribution, etc.) or for the consumer (e.g. personal services) • Use of ICT (Information and Communication Technologies), namely via a web presence of market traders in a platform to allow for the sale of products to take place remotely (increasing sales and costumer convenience).
“Hristo Smirnenski” example in Plovdiv
The construction of the new market in neighbourhood “Hristo Smirnenski” is expected to create conditions for an increased attractiveness of the neighbourhood as a place for shopping and socializing, and thus to create jobs in the city district where it will be located. [email protected] www.urbact.eu
URBACT MARKETS Partner Profile
TABLE OF CONTENTS 2
1. CITY PROFILE OF DUBLIN ...... 3
2. CITY PROFILE OF BARCELONA ...... 5
3. CITY PROFILE OF PECS ...... 8
4. CITY PROFILE OF LONDON ...... 10
5. CITY PROFILE OF PLODVIV ...... 13
6. CITY PROFILE OF TORINO ...... 15
7. CITY PROFILE OF SUCEAVA ...... 17
8. CITY PROFILE OF TOULOUSE ...... 20
9. CITY PROFILE OF WROCLAW ...... 22
10. REGION PROFILE OF ATTICA ...... 24
11. COMPARATIVE GRAPHIC 1 ...... 27
12. COMPARATIVE GRAPHIC 2 ...... 31
13. COMPARATIVE TABLE ON MARKETS ...... 35
1. CITY PROFILE OF DUBLIN 3 Overview of Dublin
Location of your city in Middle Eastern seaboard relation to national and of Ireland regional centres
Area covered in Km² 115 Km²
Dublin City Council Number of inhabitants (525,683)
Income per capita €24,316 in Dublin in 2009
Dublin is the capital of the republic of Ireland. The http://en.wikipedia.org/wiki/ Wikipedia link Dublin Region is situated to the east of Ireland and Dublin occupies an area of 92,200 hectares. The Region is located on the coast bordered by low mountain Web www.dublincity.ie ranges to the south and farmland to the west and north. The scale of this challenge is unprecedented, and has few international parallels. As of the end of Q4 The number of inhabitants increased by +5,9% in 2011 both Gross National Product (GNP) and Gross the Dublin City Council between 2002-2011 and by Domestic Product in Ireland had fallen +12.7% in the Dublin Region . approximately 14% and 9.5% respectively from peak values (end of 2007). There are record The Dublin Region is made up of 4 local authorities: numbers of people who are now unemployed, Dun Laoighaire, Rathdown, Fingal, Dublin City underemployed or in precarious work situations. The Council and South Dublin. Dublin City Council is the risks and consequences of a sustained high rate of largest authority and comprises the key retail and long term unemployment and forced emigration business districts of the Republic of Ireland. remain very real and urgent. Dublin is the administrative and political capital of Ireland, housing the national government and president of the state. Markets of Dublin It is the most populous city in the state and national economic driver of Ireland accounting for approximately 38% of the national economy. It also The City fruit and vegetable wholesale market is the acts as a European and international gateway for main market that Dublin City Council (DCC) has the many multinational firms that have established involvement with. The market is managed by a their headquarters in the city. market superintendant to oversee their operations. Other markets including street markets and farmer Beginning in the early 1990s, unprecedented makers are not directly managed by DCC. These economic growth saw the level of Irish real GDP are licensed through our casual trading double in size over the course of a little more than a departments. decade. This period of growth was coined the “Celtic Tiger” with average GDP growth rates of about 6-8 Originally constructed in 1892, Dublin’s Wholesale % per annum. Since 2007 Ireland has witnessed a Fruit & Vegetable Market, is a fine Victorian building major decline in its economic performance and a located in the North inner city, a short stroll from one resulting contraction in the numbers in employment. of Dublin’s main retail areas. As the result of various elements, including changes in food The Irish economy faces serious challenges which distribution and the recession, the once thriving fruit have been complicated by major banking and fiscal and vegetable wholesale market is now a shadow of crises. its former self.
4 Dublin is critical to delivery of national objectives relating to the food sector. It is the biggest consumer market for our food producers nationally and is an ideal place to test new food products/innovations1. The City Council Fruit and Vegetable Market could be used as way to showcase Irish produce.
Context
The Dublin City Development Plan has put new supportive policies in place for the food sector as
well as a strong emphasis on economic development and employment generation in the There are high levels of deprivation in the area. The “Revitalising the City's Economy” chapter. The renewal of the market could be the catalyst for development plan also places an emphasis on the future regeneration and growth. potential of markets in Dublin specifically the redevelopment of the city markets under the Developing a close relationship between a market following objectives: and its local area is essential. The markets need to be recognized and promoted as a key part of the • Objective RD6: To promote and facilitate a area’s retail offering. range of indoor and outdoor markets
• Objective RDO3: To promote and facilitate the Low carbon economy early implementation of the City Markets Project, a vibrant retail food market, restaurant and leisure market, and a crucial development The whole ethics of the city market is built on in integrating the city centre area. sustainability and low carbon economy – throughout the development process there will be focus on low The area around the markets has a number of carbon and sustainability opportunities. historic buildings as well as vacant and underutilized sites. The regeneration of the markets could be the catalyst to a wider revitalization of the general area. Employment and entrepreneurship
Town centre regeneration One of the driving forces behind the redevelopment of the markets is to promote local produce and to create opportunities for indigenous entrepreneurs. The entire Market building requires conservation, removal of graffiti and further enhancement of • When the refurbishment works are complete, external lighting. the market will open up as a retail market. This There are a number of empty buildings and will comprise a combination of affordable, underutilized lands in the area. There are real quality and artisan foods. It is envisaged that opportunities to better utilize adjacent buildings and this will encourage employment and the redevelopment of the markets should be entrepreneurship in the food industry. successful in drawing tourists and customers from the key retail and tourist attractions. This will assist in the supporting and growing small business in the local areas. • Potential to rejuvenate the wider areas • Opportunities to develop greater tourism 1 http://www.dublincity.ie/Planning/EconomicDevelopment/Docume linkages which will support local entrepreneurs nts/food_and_city_final_april.pdfhttp://www.dublincity.ie/Planning/ and businesses. EconomicDevelopment/Documents/food_and_city_final_april.pdf
2. CITY PROFILE OF BARCELONA
5 Overview of Barcelona
Capital of Catalonia – Location of your city in Northern est of Spain, on relation to national and regional centres the coast of Mediterranean sea.
Area covered in Km² 99 Km²
Number of inhabitants 1.615.000
Income per capita 19.700 €
http://en.wikipedia.org/wiki/ Wikipedia link Barcelona
Barcelona, the capital of Catalonia and the second www.bcn.es/mercatsmunic Web Spanish city, is a major economic engine. ipals
The number of inhabitants increased by +6,8% in the last 10 years and has more than 5 million Barcelona, presage an output of the crisis with inhabitants in the metropolitan area. fortitude. The metropolitan area of Barcelona is about 66% of the population of Catalonia, one of the richest The Barcelona area represents 14% of Spanish regions in Southern Europe. GDP. Catalonia has a GDP per capita of 126.4% of the average GDP of the EU-27 in 2009 (PPP, As the capital of the autonomous community of purchasing power parity. Catalonia, Barcelona is the seat of the Catalan EU average GDP of 27 =100%), while the GDP of government, known as the Generalitat de Spain, including Catalonia, is 103.1% Catalunya. The city is also the capital of the Province of Barcelona and the Barcelonès comarca (district). Markets of Barcelona
The city receives more than 7 million tourists per year. Barcelona is today one of the world's leading Barcelona has 39 covered food markets and 4 open tourist, economic, trade fair/exhibitions and cultural- and mixed permanent markets. sports centres, and its influence in commerce, The municipal markets are managed by a network education, entertainment, media, fashion, science, directly from the IMMB, an agency of City Council, and the arts all contribute to its status as one of the but with an important participation of traders in a world's major global cities. Barcelona has an part of management. excellent culinary heritage and one of the reasons is its extensive network of 39 food markets. The City Council approved ordinances or local laws governing the operation of markets. Barcelona has a significant international airport, an Each market must have an association of adequate network of road communication routes merchants, who assumes responsibility for certain and a major railway connection TGV with the rest of areas of functioning (cleaning, security…). Spain, soon to connect with France and Europe. The City Council is the owner and responsible for its Despite the difficulties, a lower unemployment rate management and maintenance while the regional over the whole of Spain, a special push in recent government approved higher laws on trade, and years by technological development (e.g. eventually contributes to the promotion of markets. biomedical), and a very good brand image of
6 Context
A study showed that the markets receive approximately 65,000,000 yearly visits. 85% of these customers access the markets by foot, reinforcing the important role of proximity. The study also emphasizes the dynamic role of the markets in terms of the surrounding businesses and the commercial stimulation that the supermarkets within the markets bring for all parties.
The direct economic impact of the network of municipal markets of Barcelona, studied in June To manage all this process, the Barcelona Institute 2009, notes that the economic impact and billing of Markets was created in 1992. volume of all Barcelona’s municipal markets is between 950 and 1,100 million euros annually, Over the last few years the IMMB has modernized representing between 7.7% and 8.7% of the small 19 of the markets and has altered the landscape trade in the city. The total number of workers in the and the use of the markets of Barcelona with the municipal markets hovers round 8,000 with 7,442 introduction of supermarkets, services, car parks, full-time and 669 part-time. underground logistics and selective waste collection areas.
Town centre regeneration Two newly created markets have also been opened. Now we are working in the remodelling of 10 markets including the city's most emblematic non- Challenges food markets, our flee market named Encants Vells - Fira de Bellcaire focusing on activities and Today Barcelona continues to drive the remodelling marketing strategy for citizens and tourism. market as a tool for the regeneration of neighbourhoods of the city. The city is also studying new approaches to obtain a Low Carbon Economy bigger involvement of the neighbours with its surrounding market. The IMMB is also working on the reduction of the Challenges annoyance of supply lorries and waste collection setting them at the basement floor of the markets, Markets offer a model for low carbon economy, outside of the streets. through two axes based on the concept of proximity: Moreover, the IMMB studies new approaches to • The trade market is next, to move on foot, and obtain a bigger involvement of the “high street” retail should promote dense urban fabric and around the market, of the neighbours, of the district sustainable trade. government and of the markets. • In the markets we need to find locally produced products with lower transport and organic Policies & Actions cultivation. A great step would be to create of the first farmers- Barcelona understood that the markets were a biological open-air market in Barcelona. platform allowing the ability to structure and The IMMB also has to integrate the promotion of vertebrate the neighbourhood, improve social healthy alimentary habits, like the incorporation of cohesion, and to use them as a driving force for the health authorities. commerce of the city, thus favouring a specific model of commerce of proximity and promoting Finally, markets must participate in all efforts to healthier eating habits and the Mediterranean diet. recycle the waste they generate.
7 Policies & Actions
In recent years we have done major campaigns for • To set up an adequacy of the retailers recycling of waste (organic, cardboard…) as well as opening hours to the citizens demands. the adequacy of the space needed (again, in many • To give more services as car parks and cases through the remodelling). home delivery. • To develop communication and marketing The result is that it has succeeded in separating campaigns to make visible the benefits of 45% of organic waste. healthy alimentary habits. As for proximity factor, according to surveys, the • And to promoting the use of TIC to increase market has maintained its market share in fresh: the the % of young clients in the markets. markets of Barcelona accounts for a share of 35% of the total purchases of fresh products of the city, while the 65% of the citizens shop in markets. The markets increase as well the commerce of proximity share of the city, since the 80% of customers buy on foot.
The IMMB still working on the promotion of fairs devoted to local product and local retail food sellers and their relationship. The IMMB also want to introduce energy efficiency in the remodeling markets projects.
Employment and entrepreneurship
Challenges
Markets are an opportunity to pursue new lines of business, and especially for the continuation of existing ones, providing them with the necessary competitiveness. The remodelling is a process which allows the city to reach an important part of the goal, both in the marketplace and in their environment. But Barcelona has to elaborate more strategies to continue that momentum. One the goal is to boost the retail entrepreneurship in the neighbourhood and to increase the competitiveness of the market stalls adapting its traditional trade formats to a more innovative approach tailored to the needs of the citizens and the new consumer trends.
Policies & Actions
The policies and actions to the regeneration of neighbourhoods and the city centre have paid off in keeping jobs and businesses. But the IMMB still working on 4 goals: •
3. CITY PROFILE OF PECS
8 Overview of Pecs
The centre of south- Location of your city in western Hungary. relation to national and regional centres Capital of the South- Transdanubian Region
Area covered in Km² 162 Km²
Number of inhabitants 157 000
Income per capita 4000€
http://en.wikipedia.org/wiki/ Wikipedia link P%C3%A9cs
Pécs is located in Central Europe, in the Carpathian Web www.pecs.hu Basin, in a southern Hungarian county, centre of Baranya. It is the capital of the South-Transdanubian Region. Markets of Pécs
It is bordered by Mecsek mountain from the north, and a plain from the south. The residential areas The city counts 3 food markets and 1 non-food take place at the hillside. The city centre is a place markets. of cultural life, offices and a focal point of the city. There are 2 smaller markets in Pécs focusing mainly The most intensely inhabited part is in the south’s on food. One is in Diana tér and the second one is blocks of flats (30 000 people). in the Uránváros district of Pécs. They sell products for the neighbourhood and are very popular among The number of inhabitants declined by +2,3% in the local people. By the edge of downtown there is the last 10 years. central market hall with over 3000 m2 big area that is open every day. The biggest is the Pécs fair that Pécs is a regional capital of south-western Hungary, operates only on Sundays but it’s the most popular therefore the biggest city in this quarter of Hungary. non-food market in Pécs, although food is also This city is rich in culture as it was the European available. capital of Culture in 2010. It hosts the biggest They are all managed by the city’s maintaining university of the country with over 30 000 students. company the Pécs Holding Zrt. The research potential is also strong just like the number of industrial zones. The local municipality or its companies operate all the markets. They are responsible for the complete Until the 1990’s Pécs was an industrial city with maintenance, taking the rental fees. working coal and uranium mines, leather industry and beside them a city of artists. After transition times the main industries have Context closed and today the city focuses mostly on culture, research, and innovation. Pécs is now in the period of light decline but through new city development The success of markets in Pécs comes from local strategies planned to change this process. habits and customs. Local people mostly buy fresh products from local producers. It is still very popular among younger generations who would buy healthy food. As the household incomes lowered in the past years fresh and cheaper food stepped into an important focus.
9 If there was a higher level of culinary education it may help to increase more sophisticated consumption.
As far as we see shopping centres and commercial centres did not make major changes in food consumption. But it would be necessary to develop the infrastructure and built environment of markets and to make the fair more attractive and welcoming for visitors.
Town centre regeneration
Challenges
Pécs is participating in a project that focuses on revitalizing markets in European cities. In Pécs there were 2 big markets ever since the medieval times but now extinguished. By this project it is planned to revitalize two important squares encouraging people to go to markets and build social connections among each other.
Policies & Actions
Pécs has its own policies regarding operating markets in the city and some new policies should be made to encourage local and neighbouring traders to sell local products.
4. CITY PROFILE OF LONDON
10 Overview of London
Location of your city in relation to national Thames Valley - England and regional centres
Area covered in Km² 1,572 Km²
Number of 8,174,000 (census 2011) inhabitants
Income per capita N/A
http://en.wikipedia.org/wi Wikipedia link ki/London
Web www.westminster.gov.uk London is the capital city of England and the United Kingdom, the largest metropolitan area in the London is likely to see a modest rise in employment European Union and the fifth richest in the world in 2012, 2013 and 2014 and London household (GDP) and Europe’s premier financial centre. income and spending will both probably increase slowly over the forecast period. Located in the Thames Valley, London spans on
both sides of the River Thames and has been a
major settlement for two millennia. Markets of London London is home to the headquarters of some of the world’s leading commercial and professional organisations. It is a leading city in arts, London has 162 markets and 60% are inner entertainment, fashion, media, research and markets. development, and so on. More than 300 languages are spoken in London. In London, street markets consist of a number of individual Licensed Street traders. London is also a major touristic destination for both Most markets are managed according to the London domestic and overseas visitors, with nearly 15 Local Authorities Act 1990, Part III Street Trading, million international visitors every year. and other relevant legislation specific to individual
London boroughs (e.g. City of Westminster Act The number of inhabitants increased by +14% in 1999). Different scenarios then apply: London and +17% in Inner London in the last 10 Markets stalls licensed by local authorities, and years. • markets run and managed fully by local
authorities (Camden, Westminster, London The administration of London is formed of two Bridge) tiers—a city-wide, strategic tier and a local tier. City- • Market stalls licensed by LA but markets run wide administration is coordinated by the Greater and managed by a market operator (2 markets London Authority (GLA), while local administration is in Westminster) carried out by 33 smaller authorities.2 Markets on private lands are run and managed • by private stakeholders (Westminster, London London’s Gross Value Added (GVA) growth rate Bridge) should be 1.2% in 2012. Growth should increase to
1.9 per cent in 2013 and 2.5 per cent in 2014.3 The councils markets are managed by the Local
Authorities that regulate the markets provide permit permission and licenses and inspection regime.
2 http://en.wikipedia.org/wiki/London 3 GLA Economics - London’s Economic Outlook: Spring 2012
11 As such the approach to markets is multi-facetted and spread across different departments within the Local Authorities (Planning, Street Trading, Environment, Health & Safety etc.), depending on the goods they sell. Local Authorities are also the contract holders with market operators.
In Westminster, each market has an Association, which represents the traders’ views and deals with matters such as Insurance.
Town centre regeneration Westminster has created a vision for its markets and has tested a partnership approach with private sector market operators at two sites (one newly Challenges created market and one long-running but previously failing market). This resulted in fourfold growth in the In London the main problem lays within the current existing market, alongside demonstrable increases regulatory framework (London Local Authorities Act in local shopping, local job creation, community 1990) that hinders the local authorities’ abilities to cohesion and civic pride. manage their markets on a commercial basis, and therefore to derive profit from the operation of markets. Low carbon economy As a consequence, Local Authorities are unwilling or unable to invest in their markets and there is a clear lack of management and investment around Challenges markets. To tackle the increasing competition from Reducing the environmental impact and carbon supermarkets and discount stores and related footprint of markets is a challenge that needs to be change in shopping habits, and to boost markets addressed. Issues around the development of local activities and the local economy, issues around: business-to-business supply chains (KM0), • Integrating markets with existing retails. developing market-wide food recycling service, • Balancing the needs of tourism, retail and centralising of freight & deliveries (for instance residents. encouraging bicycle delivery companies) require • Driving change around shopping habits by informed purchasers, keen businesses and increasing variety and choice on the high street. adequate resources. • Encouraging people to use it and driving footfall to an area. Sustainable/green power supply is also challenging. • Managing pedestrian and traffic flows as well as Markets often use small amounts of power that need parking issues in central London, need to be to be portable, while secure in supply. In central addressed. London this is achieved by power cables from the nation grid, which are used as needed. But markets Policies & Actions are not addressed in any Carbon Management Plans. Regional and local economic development policies provide a framework for the promotion of markets. Another challenge is around raising awareness National and regional reports on markets have around the environmental impact of use of plastic produced valuable recommendations that are yet to bags within stalls and the disposable goods on offer. be fully considered and/ or integrated in local policy and actions.
12 In central London, only sporadic initiatives have been developed to improve the environmental impact of markets.
Policies & Actions
In Westminster, the formulation of policy would support the introduction of low carbon market places, but implementation is more challenging. It requires resources as often market stalls are run by SME’s who have limited to research and work into more environmentally aware supply chains.
Employment and entrepreneurship
Challenges
Most central London local authorities do not collect data around employment and entrepreneurship opportunities arising from markets. The main challenge is therefore around raising awareness around markets as a source of local employment and business start-up opportunities. Indeed market trading is very conducive to developing entrepreneurs and new business start-ups, but there is a lack of support available for new traders to help them establish themselves in a sector with a very high failure rate of start-ups and a dire need for up skilling the local community, whether they are residents, market traders or local businesses to enable them to take responsibilities of running a local market.
Policies & Actions
Borough market works with new start-ups and social enterprise businesses, and assists with their ongoing business development. Their application process helps ascertain the risks in and to their business so that financial sustainability is addressed from the beginning. In addition, Better Bankside and two neighbouring BIDs run a local employment initiative, EmploySE1, which helps local businesses including Borough Market recruit jobseekers from Southwark.
5. CITY PROFILE OF PLODVIV
13 Overview of Plodviv
Location of your city in relation to national and South Central Region regional centres
Area covered in Km² 53 Km²
Number of inhabitants 365 339
Income per capita 2291€
http://en.wikipedia.org/wiki/ Wikipedia link Plovdiv
Web www.plovdiv.bg Plovdiv is on the banks of the Maritsa river, approximately 152 km (94 mi) southeast of the After the fall of Communism in 1989 and the Bulgarian capital Sofia. collapse of Bulgaria's planned economy, a number Plovdiv has a geographical position which makes it of industrial complexes were closed. an international transport hub. Three of the ten Pan- European corridors run into or near the city: Dresden–Bucharest–Sofia-Plovdiv- Istanbul, Durrës- Markets of Plodviv Sofia-Plovdiv-Varna/Burgas and Salzburg– Belgrade-Plovdiv-Istanbul. Plodviv has 10 food, open air and permanent Plovdiv is the second-largest city in Bulgaria after markets. the capital Sofia with a population of 338,339 All necessary decisions will be offered to the City inhabitants. The number of inhabitants increased by Council from the Director Municipal enterprise +11% in the last 6 years. “Municipal markets”, after that the Deputy Mayors sign the documents and the final decision will be It is the administrative centre of Plovdiv Province met by the Mayor. and the municipalities of the City of Plovdiv, Maritsa municipality and Rodopi municipality, whose municipal body had a population of 403,153 Context inhabitants as of February 2011. It is an important economic, transport, cultural and educational centre, as well as the second-largest Its commercial sector is developing quickly. city in the historical international region of Thrace Shopping centres have been built mainly in the after Istanbul. central district and the district of Trakiya. Several hypermarkets have been built mainly on the Located in the middle of a rich agricultural region, outskirts of the city. since the beginning of the 20th century Plovdiv grew as an industrial centre. Food processing, tobacco, brewing and textiles were the main pillars of the industry.
During Communist rule the city's economy greatly expanded and was dominated by heavy industry. It still produce lead and zinc, machinery, electronics, motor trucks, chemicals and cosmetics.
14 Town centre regeneration
The main problem is the seasonal aspects of the sales. As Plodviv has only open air markets, depending on the season sales increase and decrease because clients may prefer buying fresh products in bigger retailers with a covered area.
• Need to improve and renew existing markets and give them an entirely new and modern look. • Build new markets in certain parts of the town, equipped with modern technical facilities and affordable public transport and parking • The introduction of new technologies concerning e-commerce and markets management is also one of the main interests of Low carbon economy the city.
There are 3 points to work:
• The placed containers to separate collection of
waste are not used. The city should find a
solution to fix it. • As a key tool for energy efficiency, solar panels could be placed on the markets. • And the city has also the challenge to increase the quality of life for people in Plovdiv and use markets for wider regeneration of disadvantaged urban areas.
Employment and entrepreneurship
There are no municipal policies, which could stimulate the local producers to sell their products on the markets. The stall’s occupation is around 70%, but it varies in the different seasons. The rental of stalls is done through auctions and 60% of the sellers sign a one year contract. The competition between the big supply chains and the market’s traders is big. The big supply chains reduce the prices continuous and the goods of the local producer are impossible to be sold. There are 3 specific challenges to work on:
• The development and modernisation of local markets as opportunities for growth and employment. • The creation of more robust institutional basis for markets management.
6. CITY PROFILE OF TORINO
15 Overview of Torino
Location of your city in Torino is located in relation to national and North-West Italy (140 km regional centres away from Milan)
Area covered in Km² 130 Km²
Number of inhabitants 908.568
Income per capita 14.807 €
http://en.wikipedia.org/wi Wikipedia link ki/Turin
www.comune.torino.it Torino is a city and major business and cultural Web centre in northern Italy, capital of the Piedmont region, located mainly on the left bank of the Po Nonetheless, the Province of Torino is still the third River and surrounded by the Alpine arch. Italian province for exports, in 2009 its total GDP was 59,5 billion euros and more than 230.000 The number of inhabitants increased by +1,3% in in enterprises are active on the provincial territory. the last 10 years to reach 908 568 people.
Torino is the base of the local governments Markets of Torino (Regione Piemonte, Provincia di Torino), and of many important international organizations (ITC- ILO, UNICRI, UN Staff College, ETF).There are two Torino has a broad range of markets - 42 open-air main academic poles: University of Torino and and 6 covered markets, including Porta Palazzo, the Politecnico of Torino (100.000 students, 10% of largest open-air market in Europe. But the markets which are foreigners) and several research centres have to face the same transformation challenges in the economic, scientific, technological area, in undergone by the city itself, thus requiring a particular in the automotive sector. participative effort from all the local actors and learning lessons from European partners. In these last years, Torino has become one of the main national tourist centres with its 40 museums The 42 open air markets and the 6 covered markets and 15 residences. Around 3,5 million tourists visit in Torino are publicly managed by the Markets Torino every year. Department – Trade Division of the City of Torino. The Markets Department manages all the permits During the past century, Torino has been and licenses of markets on public land and it considered as an economic and industrial pole in maintains relationships with representatives of the Italy, being home to the automotive industry FIAT traders and vendors. Each market elects its own and too many satellite enterprises. After the representatives, thus forming a Market Commission, economic turndown experienced in the ‘80s the city which is a body that is in permanent dialogue with had to reconsider its economic priorities. A huge the Public Administration about issues affecting regeneration process and conversion of the every single market area. industrial areas thus started and the city reoriented The surveillance on markets is managed by the its activities boosting its cultural and tourist potential. Local Police and cleaning services are managed by In 2006 the Winter Olympics took place in Torino. AMIAT, which is a city-owned company. Only 4 out From 2008 on, the city has been suffering the of the 6 covered markets of Torino are directly economic crisis affecting the international economic managed by Cooperatives of traders, via a 99 year system. concession by the City of Torino.
16 Context
In these last 20 years, Torino underwent a deep process of urban transformation, involving a challenging urban regeneration programme. More than 15 projects aimed at making sweeping interventions in the neighbourhoods have been carried out. In this framework, markets have always played a key-role as places of physical and socio- economic regeneration.
Torino has regenerated large areas of its inner city, however, its markets network has not completely kept pace with change and a new action plan is Low carbon economy required to update it.
At present Torino counts 45 urban markets of • One of the principal challenges that Torino different sizes spread in all the urban territory wants to address is the use of markets as a tool Among them Porta Palazzo, the largest open air for promoting local trade and farmers and thus market in Europe, takes place in a neighbourhood of developing urban-rural balanced development. high immigrant density and urban complexity, regenerated thanks to the project “The Gate – living • They are keen to develop a web to market high not leaving” supported by the European Union. quality locally produced products found in the city markets, with on-line shopping facilities and Many of these markets also include a farmers' we also need to improve the zero kilometre market area devoted to local, high quality and logistics chains. biological productions. Currently Torino, after having faced the most • They need to integrate catering in markets, pressing problems on the reorganization of the especially covered ones, and to develop the use market system and integration within the of locally sourced produce, especially neighbourhoods, is studying and experimenting biologically-friendly ones, in nearby restaurants. innovative solutions to tackle new arising issues.
Employment and entrepreneurship Town centre regeneration
• Another challenge is to understand the impact • Marketing urban markets is a challenge for of markets on the job market and how markets Torino. They need to develop the relationship can help and support immigrant employment. between market workers and market neighbourhoods, highlighting their historical • One positive outcome from creating new heritage and creating integrated policies to eateries experiences in markets would be a involve local neighbourhoods in the promotion wider customer base especially in terms of of markets. different age and income segments and in terms of tourism, too. We definitely need to address • The city face challenges regarding the opening times. application of energy efficiency practices and in a wider sense how to use markets to revitalize urban deprived areas.
7. CITY PROFILE OF SUCEAVA
17 Overview of Suceava
Location of your city in 450 km from Bucharest. relation to national and Moldavia region, in north- regional centres eastern Romania
Area covered in Km² 56,2 Km²
Number of inhabitants 98.000
Income per capita 3000€
http://en.wikipedia.org/wiki/ Wikipedia link Suceava
Web www.primariasv.ro Suceava city is the Suceava County seat in Bukovina, Moldavia region, in north-eastern area located in a region which is famous for its wild Romania. The city was the capital of the Principality nature, forests and hills. of Moldavia from 1388 to 1565. It lies on the E85 European road, on the Suceava Capital city of Suceava County , the city is an riverside, in a highland area situated at an altitude of academic centre , a tourist centre ,and an urban 400 m above the Black Sea level. development pole ,according to the Government Suceava is served by the "Ştefan cel Mare" Airport Decision 998/2008 to designate the growth poles (SCV), located 12 km (7.5 mi) east of the city centre. and the urban development poles, toward which the priority investments from the national and European The number of inhabitants increased by +15% in in Programmes are targeted. the last 10 years and now we count 98000 people living in the city. Suceava Markets
During the former leading regime, after 1968, the city of Suceava was an important industrial knot, but Suceava has 3 food markets and 1 non-food the after the swap to a democratic organization, the market. There are 2 mixed markets where is sold economic situation altered unfavourably due to the traditional handcrafts and local “Product made in loss of commodity markets and enhanced Bukovina” branded products. competition exerted from import activities. There is a special department within Municipality of The general economic trend is in decline, because Suceava, responsible for the markets management, of the continuous ageing population, the labour coordination and modernisation. This department is force migration toward European countries responsible for cleaning, security and water especially since 2007 on, the intensification of management; also for the organisation of the stalls. import activities against the poor investments in the Through the special department, the Municipality local economic activities potential and technology, and the Local Council provide financing and the reduction of families’ monthly income, the rising coordination for the smooth running of the covered number of unemployed population (within the young markets. category of population as well) and the decline of the purchasing power. The open market runs into the public space and it has logistic support from the County Council. The local industry is based on glass and wood manufacture, textile, spare parts, and construction materials. Suceava is the centre of a beautiful tourist
18 Context
At a general level, the city must take in account with 4 main elements of the context:
• Low level of household income. • Poor level of culinary education. • High competition from commercial centres. • Local University prepares students in the food industry.
More concretely, Suceava suffers a large number of
purchasers and delivery vehicles roaming within the
city, with a high environmental impact. A poor For now these 3 challenges must be faced. overall, integrated reaction was possible so far from
the local authority in order to create eco-friendly • A lack of parking places near the main markets. means of travelling in the city from spot to spot for • The recycling system has not been commercial purposes. implemented a 100%.
• The delivery vehicles are not environmentally
friendly. Town centre regeneration
Policies & Actions
Challenges • Two underground car parks offering around 180
spots will be created. The city centre was built in a socialist style and • The street crossing the centre will be there is a lack of financial resource to rehabilitate it. modernized and the parking spots will be
designed. Policies & Actions • Political will implement electric public transport
within the City Hall. A project to regenerate the city centre is currently
on-going and it is due to be finished by the end of
2012. Employment and entrepreneurship Once the city centre regenerated, Suceava will have a stroll street fully pedestrian, and 2 underground car parks. Challenges
Suceava need to promote commercial activities to Low carbon economy support and develop labour market and create jobs,
in line with the new EU trends concerning healthy
alimentary habits, food local chains and ecological Challenges products that will inspire the Regions initiative
“Product Made in Bukovina”. Suceava need to create integrated approaches to
deal with the many delivery vehicles and shoppers But the city has t face those challenges: in the city, and to approach this with more eco-
friendly transport and mobility plan. • A lack of foreign investments in the past 10 years, especially in the field of services and industry. • A major investment in commerce sector.
19 • In the winter time, it is difficult to maintain a good range of products, due to the poor supply network and the lack of collaboration between other (national and European) producers and vendors. • The Introduction of the local markets within the main supermarket chains.
Policies & Actions
• The modernization of the Commercial Complex Bazaar offered convenient commercial spaces for the small enterprises and authorized persons. • New investments seek to equip the complex with clean heating system.
8. CITY PROFILE OF TOULOUSE
20 Overview of Toulouse
South-western France, Location of your city in 700Km from Paris. relation to national and
regional centres Capital of Midi-Pyrénées Region
Area covered in Km² 118,3 Km²
Number of inhabitants 439 553
Income per capita 22 180 €
http://en.wikipedia.org/wiki/ Wikipedia link Toulouse is a city in the Haute-Garonne department Toulouse in south-western France. It lies on the banks of the River Garonne, halfway between the Atlantic Ocean Web www.toulouse.fr and the Mediterranean Sea. With 1,202,889 inhabitants as of 1 January 2008, the Toulouse The predominance of productive activities, the metropolitan area is the fourth-largest in France, development of business services, including in after Paris (12.1 million), Lyon (2.1 million), and engineering, specializing in the design activities and 4 Marseille (1.7 million). research etc., are all factors that distinguish Toulouse economy and contribute to its Fuelled by booming aerospace and high-tech development. industries, population growth of 1.49% a year in the metropolitan area in the 1990s (compared with Nevertheless, the economy Toulouse was also 0.37% for metropolitan France), which is the highest affected by the crisis. 2009 was characterized by a population growth of any French metropolitan area slowdown in hiring intentions: -25% compared to larger than 500,000 inhabitants. 2008. In the same sense, the balance on the labour The number of inhabitants increased by +11,2% in market has been deteriorated. the last 10 years. And Toulouse has the third-largest student population in France after Lyon and Paris with Toulouse Markets 94,000 students.
The town grew up especially around economic Toulouse has 43 markets in the town. activities related to aeronautics (Airbus Industries) All the markets are created and managed directly by and aerospace (EADS Astrium, Thales, Alcatel the city. They are regulated by laws of the Mayor. Alenia Space…). The city has many centres of There are two members of the town council in research in advanced technologies (nanotechnology charge of the markets. and biotechnology) and is a leading city in medical research with a highly regarded Oncopôle being built on 220 acres. Context Toulouse Métropole features a great culture of innovation: 4,1% of the GNP of the Midi-Pyrénées region is earmarked for R&D versus 2,4% for the Toulouse metropolis has the highest development of rest of the country on average. large French cities (+ 15 000 in average annual balance for 10 years). So the main objective is to support population growth by making it compatible with the preservation of natural resources (land resources) and the 4 http://en.wikipedia.org/wiki/Toulouse limitation of individual vehicle trips.
21 In addition, the objective is to ensure a social mix of different neighbourhoods of the city by requiring the construction of 30% social housing in all programs of urbanization and urban renewal.
Finally, the City seeks to develop a tourist attraction by the promotion of its heritage and that of the region.
Markets have always been at the heart of urban development in France. They can be made “halle” of wood and brick, covered market of glass and iron, At the end of this audit, recommendations have market-parking of concrete and steel, their been presented to the municipalities to improve the architecture, their implementation show a functioning: permanent-changing city. • The creation of new markets. Tribute to the market place in the city, the Municipal • The improvement of the urban integration, Archives of Toulouse in 2009 organized exhibitions infrastructure, offer, and opening hours. in the city on the subject and published the book • And the development of networking. "Markets in the city, 200 years of market history Toulouse." Actions & Policies
• The street redevelopment of Alsace – Lorraine Town centre regeneration street, the main shopping street of the city. • The creation of new urban centralities by urbanization (Borderouge) or by requalification Challenges (Cartoucherie Montaudran). • Toulouse has also the project of an overall The territorial coherence scheme has been redevelopment of the city centre, redevelopment approved in March 2012. The main objective is to of social housing neighbourhoods to the west of limit land consumption and motorized transports by: the city. • Making denser the population in the city centres and neighbourhoods. • Developing collective transport axes. Low carbon economy • Moving closer places of habitat, work, leisure and consumption. • Toulouse is making a massive investment in These include developing local shops (sedentary public transport with the extension of the trade, markets) that can be used by alternative tramway line. means to the automobile (urban transport, soft • The town in making also a strong effort on modes) and reduce the expansion of large stores creation of a network of cycle paths in the surface. city.
More precisely on the markets, the urban community has commissioned in 2011 a general audit of the 73 markets within its territory (including those of Toulouse), which have been studied in various aspects:
• Economic balance.
• Role in local trade and relations with sedentary merchants. • Integration into the urban pattern of the city or neighbourhood.
9. CITY PROFILE OF WROCLAW
22 Overview of Wroclaw
Location of your city Southwest Poland - in relation to national regional capital of Lower and regional centres Silesia
Area covered in Km² 293 Km²
Number of 632 000 inhabitants
Income per capita N/A
http://en.wikipedia.org/wi Wikipedia link ki/Wroclaw
Web www.wroclaw.pl Wroclaw is situated in southwest Poland, close to the Polish-Czech-German borders, at 340 km from Warsaw, the capital of Poland. Closeness of national border encourages economic Situated strategically between Prague, Warsaw and exchange with EU countries. Berlin, Wroclaw boasts a developed transportation infrastructure that connects the metropolis with the According to ABSL, Wroclaw is the most whole of the continent and beyond. dynamically developing in the business services sector in the years 2008–2010. The city is the The number of inhabitants increased by +11,2% in largest R&D centre in Poland. It shall also be the last 10 years. underlined that Wroclaw can boast the biggest Wrocław is an important centre of economy, as well number of Knowledge Process Outsourcing as culture, science and tourism, and it is a motor investments in our country. force behind the development of Lower Silesia. Being a strong university centre, the city offers The emergence of several important biotechnology access to qualified specialists, who are the core of companies is closely connected with the rapidly local companies. 30 universities, e.g.: Wrocław developing R&D infrastructure in the medical, University of Technology, University of Wrocław, pharmaceutical, food and IT areas. Wrocław University of Economics, Medical University in Wrocław or Wrocław University of Wroclaw Research Centre EIT+ and the Wroclaw Environmental and Life Sciences, educate young Technology Park have proven suitable partners for people, adjusting their programmes to the local companies operating in this sector. labour market and investors’ needs. The company sector’s headcount was 154.000 people, of which 139.000 in the private sector, Wrocław has a very strong position in the financial making up 90.2% of the total headcount. services sector in Poland (banking, audit and leasing services, debt collection); the city is one of Polish leaders on the computer services market. Wroclaw markets Recent years have seen a dynamic growth of the motor industry; among businesses located here are motor companies (Volvo, Wabco) and white goods Wroclaw has 17 markets but only 2 food markets. producers (Whirlpool, Fagor, Electrolux), R&D and The municipality assures the market area, organizes service centres (Siemens, Capgemini, Hewlett- an open tender (competition) and chose and Packard, Macopharma). controls an operator. Wrocław as the capital of Lower Silesia influences The Operator chosen by the city manage the the entire region. markets.
23 Context
Wroclaw has several markets in every district. A basic condition for good functioning of markets and the possibility of its development is to have a good location which is a natural way to guarantee large number of customers.
However, it should be noted that in our city glorious years of marketplaces have already passed. They face growing problems of decreasing customers (at the same time – increasing customer expectations). There is also a conflict of interest: if the site is Policies & Actions attractive, it should be managed in an efficient and effective (the land is so very often sold for The huge program of regeneration of the city is construction of buildings with unique architecture). implemented in the framework of Regional On the other hand, traders are looking for the Operational Program 2007-2013. cheapest and easiest solutions, because they There are 16 investments projects to renovate commonly build and develop themselves markets or infrastructure. halls. These standards often differ from the standards of the large urban agglomeration. "Entrepreneurship as an alternative to exclusion" Integrated revitalisation of the former Oder Suburb – In addition, there is the problem of illicit trade, which a route connecting Wrocław’s historic centre with is located on unauthorized sites, particularly near the multimodal traffic node. prosperous markets, and places of public transport stations. The main goal of the comprehensive revitalisation is lasting renovation and prevention of marginalization Increasingly, there are opinions that the non-food of degraded traders’ streets Drobnera – Łokietka – markets will disappear. Only those with exceptional pl. Św. Macieja – Chrobrego – pl. Powstańców location will survive, if they manage to raise Wlkp, and then other streets of the former Oder standards. Suburb and transforming them into attractive tourist and economic centres. This route is important for the following reasons: Town Centre regeneration Downtown buildings prevail here – tenement houses from 19th/20th century belonging to Wrocław’s cultural heritage; Challenges • The area is in direct neighbourhood of the city's historic centre and may extend its impact zone • Wroclaw has to regenerate the main street city becoming a tourist point of interest; which is less and less attractive in comparison • A row of streets will be a route for EURO 2012 with new commercial centres (trade houses) football supporters, connecting an important build in the city centre. traffic hub with the centre. • And it has also to regenerate the old trade hall (historical building). The city organize itself rural Fairs and Fairs of • The city must focus also on maintaining a good seasonal products twice a year and a Christmas employment rate. Market. We are designing strategies and services supporting the development and the promotion of
artistic handicraft products and developing new
commercial cooperatives. Moreover, Wroclaw is creating an Entrepreneurship incubator and the city manages a technology and industry parks and also a special economic zones.
10. REGION PROFILE OF ATTICA
24 Overview of Attica Region The region of Attica has 370 markets. 365 most of them are open air, weekly and food markets.
Location of your city in Athens, the Region’s relation to national and capital regional centres
Area covered in Km² 3,808 Km²
Number of inhabitants 3.812.330
Income per capita 27.500 €
Attica is a triangular peninsula jutting into the http://en.wikipedia.org/wiki/ Wikipedia link Aegean Sea and the Region of Attica is the capital Attica region of Greece (capital city: Athens i.e. the regional capital). Web www.patt.gov.gr
It represents 66 municipalities and more than 250 As Attica is the capital region of Greece, the neighbourhoods. The number of inhabitants management of open and indoor markets is increased by less than +1% in the last 10 years and organized differently in comparison to other Greek counts more than 3,8 million inhabitants today. regions. The Region has recently received full
authority on the management of the Open Markets Attica is the main transport hub of Greece. through the supervision of the Open Markets The port of Piraeus is simultaneously the main sea Organisation transport hub of Athens, Greece and South-Eastern
Europe, and one of the largest seaports in the 5 different bodies are the competent authorities for Mediterranean Sea basin. Attica also has the largest local markets. airport in Greece (El. Venizelos) and the main tourist Municipalities are responsible for issuing sales gate of Greece. The international airport is the major licenses, defining the perimeter and supervising fair airport hub. It serves more than 14 million travellers markets (bazaars). annually and in 2011 the airport was the thirtieth Municipal Departments cooperate with busiest airport in Europe. Attica is also the main municipalities in the definition of the perimeter of railway and automobile hub in Greece and it lies in weekly open markets. the middle between south and central Greece. The Open Markets Organisation issues the sales
permissions for weekly open markets. The region gathers the most important Universities The Organisation of Athens Central Markets and National Research Centres of the Country (18 in manages the indoor vegetables, meat and fish total). It is also the economic, industrial and political markets. Municipality of Athens manages the centre of Greece as well as the most populous city municipal indoor market of Athens. and region of the Country. The Region is responsible for public health,
consumer protection, quality and safety controls in The region has been heavily influenced by the any food market and food enterprise/ factory, the national economic crisis. It faces a total GDP overall supervision of the open markets reduction of 20% since 2008 and has seen its organisation, the definition of the overall number unemployment rate increase dramatically. and geographical distribution of open markets and
the establishment of new ones (in collaboration with
municipalities).
Moreover, the region is the ultimate responsible
authority for regional development, regional
economic policy and regional urban planning, as
well as the manager of the ROP which funds and Attica Markets
25 coordinates the construction and modernization of indoor markets.
Context
This characteristic results to inefficiencies and the Attica region’s official position is that all Athens central markets and the open markets organisation. It should be also noted that this structure is under review, as the government makes an overall effort to merge and abolish many of the numerous public bodies and corporations existing throughout the public administration structure. • Open markets enjoy high popularity among Town centre regeneration citizens due to their fresh and seasonal products and the fact that they constitute a Challenges traditional feature of Attica’s culture. However, Indoor and open markets in Athens city centre suffer there is low attraction regarding tourists, from the same problems as the city centre itself : because of lack of touristic promotion and urban decline, tourist non-attractiveness, illegal additional services. immigrants, criminality etc. These factors lead to • There has been observed no public health urban, social and economic decline. This decline problem regarding open markets’ products. respectively leads to economic and urban Their products are usually considered as safer decentralization of Attica, as people and enterprises than those of super-markets. Open markets’ leave the city centre and move to suburban areas. function is characterized by strict safety and This decentralization further worsens the problem of health controls. urban decline in the city centre. As a result, • There is an extremely high number of immigrant especially the city centre indoor markets are facing (and especially illegal immigrant) workers in commercial and economic decline as tourists and Attica and this is also reflected in open markets. people outside the city centre are hesitant to visit it. • Most indoor markets have been recently modernized. They are characterized by strict Policies & Actions quality and consumers / public health safety control systems, as well as adequate storage Attica is focusing on a cooperation scheme along facilities. with Athens municipality for reviving old and closed • Household incomes have faced a shard decline municipal indoor markets, as well as traditional open between 2009-2012. This feature has changed markets and transforming them to tourist attractions. purchasing attitudes in favour of open markets Moreover, the plan includes the improvement and and collaborative frames because of their promotion of the local central indoor market. reduced prices. • Attica faces a significant urban decline problem The goal is to integrate the redesign and revival of regarding Athens city centre. local markets into a general plan for urban and • Attica’s population has been re-distributed from economic regeneration of the city centre. The central areas to suburbs during the past construction and upgrade works for Athens central decade. New open markets have been created indoor market will be funded by the ROP. in suburban areas but still most open markets are concentrated near the centre of the region.
26
The citizens’ and local traders’ approach towards Employment and entrepreneurship our plan is really positive and supportive but Attica needs help and support to improve and finalize the design of the plan. Challenges
It is planned to build a network of green markets Low Carbon Economy throughout the region of Attica. Their goal will be the combination of sustainable development, improvement of the citizens’ quality of life and the Challenges promotion of local green markets as touristic attraction points. The central vegetable, fish and meat indoor wholesale markets were facing a low adaptation to Policies & Actions modern storage, environmental protection, recycling, quality and safety controls standards. The plan is to form a broad platform of cooperation These factors were leading to high pollution within a between the region and: circle of 1.5 km around the markets and this • Local trader and especially farmer unions pollution was respectively leading to low • Local municipalities attractiveness of the nearby areas. Actually, as the • The Greek Tourism Organization. wholesale indoor markets are a key economic and The objective is to organize a network of open social feature of the local municipalities, their bad markets focused on the combination of sustainable and polluted images were the whole areas and were development, creation of green jobs, improvement harming their reputation; thus constituting a of citizens’ quality of life and the function as a tourist parameter for economic and social decline. attraction.
Policies & Actions
In cooperation with the Athens central indoor markets organisation, the region of Attica designed a project of full modernization of the central vegetables and meat indoor markets. Key parts of this project are the implementation of strict hygiene sand quality standards (HACCP, ISO), rebuilding facilities, improvement of storage facilities and addition of new services and green areas. The project is funded by EU Structural Funds. The modernization process has already significantly reduced pollution in the nearby area, has strengthened the indoor markets reputation and has also improved the image of the municipality of Rentis.
11. COMPARATIVE GRAPCHIC
27 Town centre regeneration
Town centre regeneration Remodelling of the market
10 Expert Barcelona 9 8 7 6 5 Toulouse 4 Wroclaw 3 2 Pecs 1 Learn Expert 0 Urban Planning -10 -9 -8 -7 -6 -5 -4 -3 -2 -1 0 1 2 3 4 5 6 7 8 9 10 -1 London Suceava -2 Plodviv -3 Torino -4 -5 -6 Attica -7 Dublin -8 -9 Learn -10
The lead partner is Barcelona on this working group
28 Low Carbon Economy
Shorten supply Low Carbon Economy chain Expert 10 London 9 8 7 6 Barcelona 5 4 3 Suceava Torino
Plodviv 2 1 Learn Wroclaw 0 Sustainable -10 -9 -8 -7 -6 -5 -4 -3 -2 -1 0 1 2 3 4 5 6 7 8 9 10 management -1 Expert -2 Toulouse -3 Dublin -4 Attica -5 Pecs -6 -7 -8 -9 Learn -10
The lead partner is London on this working group
29 Employment and Entrepreneurship
Employement Commercial and Entrepreneurship a rac veness 10 Expert Torino 9 8 7
Attica 6 Wroclaw 5 4 3 2 1 Expert Learn 0 -10 -9 -8 -7 -6 -5 -4 -3 -2 -1 -1 0 1 2 3 4 5 6 7 8 9 10 Local Toulouse Suceava London Agriculture & -2 handcra
Plodviv -3 Pecs Dublin -4 Barcelona -5 -6 -7 -8 -9 Learn -10
The lead partner is Torino on this working group
30 Transversal Issues
Financing Transversal Issues mechanisms 10 Expert 9 8 7 6 5 4 3 2 1 Wroclaw Expert Learn Toulouse 0 Management & Communication -10 -9 -8 -7 -6 -5 -4 -3 -2 -1 -1 0 1 2 3 4 5 6 7 8 9 10 Attica Pecs & Barcelona Torino -2 Suceava -3 Dublin & Plodviv London -4 -5 -6 -7 -8 -9 Learn -10
12. COMPARATIVE GRAPCHIC 2
31 Town centre regeneration BARCELONA TOULOUSE WROCLAW SUCEAVA LONDON TORINO DUBLIN ATTICA PECS
Urban Planning:
Drafting an integrated Action Plan
Management of city markets
The remodeling of a
market:
Architecture
Improving the
market area
Services
Attractiveness
Co-financing
mechanisms
Management
of the process
Want to LEARN in more than 50 % of the topics Can SHARE skills in more than 50 % of the topics
Want to LEARN in less than 50 % of the topics Can SHARE skills in less than 50 % of the topics
32 Low carbon economy
BARCELONA TOULOUSE WROCLAW SUCEAVA LONDON TORINO DUBLIN ATTICA PECS
Transport &
accessibility
Green
Branded markets
33 Employment and entrepreneurship BARCELONA TOULOUSE WROCLAW SUCEAVA LONDON TORINO DUBLIN ATTICA PECS
Improving its commercial attractiveness:
Provision of
new services
Improving the commercial mix
Markets and tourism
Promotion & Communicatio n campaigns
Organization of events
Training skills
Boosting the local agricultural/handcraft economy:
Promotion of artistic handicraft
Commercial /distribution schemes
Organizing Farmer’s markets
Promoting the eco-quality food
34 Transversal issues
BARCELONA TOULOUSE WROCLAW SUCEAVA LONDON TORINO DUBLIN ATTICA PECS
Management:
Public-private management mechanisms
Citizens’ involvement tools
Involvement of all the relevant stakeholders
Financing mechanisms:
investment
agenda
Co-financing
mechanisms
Sponsorship
Promotion &
Communication
Promotional and com campaigns
Communication
tools
Educational
campaigns
13. COMPARATIVE TABLE ON
35 MARKETS
Commercial Specific body Number of Number of area of the Governance for the Services markets stalls markets in m² market
Dublin 4 16 6000 Public No Delivery
Suceava 4 2220 32375 Public No No
London 27 2072 N/A Mixed No N/A
Yes Delivery / Card payment / Car Barcelona 43 2785 108768 Public park / Information point
Plodviv 10 654 3626 Public Yes No
Pécs 4 400 16500 Public Yes No
Toulouse 43 1511 N/A public No No
Wroclaw 17 N/A N/A Mixed No Nursery
Torino 48 3376 N/A Public Yes N/A
Yes Toilets / Food Attica 370 6000 550000 Mixed services
URBACT MARKETS Synthesis Baseline Study
2 TABLE OF CONTENTS
1. INTRODUCTION ...... 3
2. TOWN CENTRE REGENERATION ...... 4
3. LOW CARBON ECONOMY ...... 5
4. EMPLOYMENT AND ENTREPRENEURSHIP ...... 6
1. INTRODUCTION 3
Urbact Markets: Synthesis
The synthesis is a short document that summarises key issues emerging from the ‘state of the art’ report.
The synthesis brings together the partners’ needs and challenges and the broader picture so that the partners are able to use this summary to guide their thinking about the activities needed to achieve the outputs and objectives that the project will deliver.
The synthesis is therefore a forward-looking document that feeds into the determining the work programme at both the transnational and city levels.
One of the main outcomes of the overall baseline process is a clear definition of the issues, the main theme, sub-themes and the focus that the partners are willing to address. This will help to focus the project (avoid too large/ too ambitious thematic coverage) and to facilitate a common understanding of the issues that are actually going to be addressed.
2. TOWN CENTRE REGENERATION 4
Based on the challenges and needs proposed by the partner cities, the key issues to address during the implementation phase for town centre regeneration are:
- How to involve markets on the planning of the city regeneration Markets are often considered as another building when planning an action for town regeneration while they should be considered not as a building but as a hub of services and activity and as a neighbourhood booster. The markets expertise and knowledge should be taken into account on the planning activity. How to link this expertise and special characteristics to the urban planning should be discussed in all ULSGs and included on the LAPs.
- How to measure the direct and indirect impact of a market on their neighbourhood Some experience can be found about this topic that is, however, tough and complex due to the large amount of stakeholders affected by the market activity. Nevertheless, to know about the impact of the markets on the local economy, at least as an estimate, is a key factor to make them more influent on town decisions.
- How to determine and engage the services and areas involved in a market regeneration Although market stakeholders are similar all over Europe, the reality of each city will determine which is the right approach to them for market regeneration, being the ULSG part of the solution to this challenge.
- Financing alternatives for market regeneration, private-public partnerships. Different and creative examples can be found among the participant cities on how to finance market regeneration, particularly from the perspective of public-private investments. ULSGs and LAPs should evaluate the best financing scenarios for the markets regeneration and enhancement.
- Managing markets: pros and cons of each system and how deal with the areas for improvement of each. Public or private, with more or less intervention and control of market activities. Different approaches are found in the city participants, their experience help defining the pros and cons of every system and the way that the pros can be enhanced and the cons minimized.
- How to boost and communicate the social impact of the markets. Markets have a very deep impact on the social fabric of the town or neighbourhood around them. Markets adapt the offer of products and their processes to the needs of their clients, create jobs and provide business opportunities to their neighbours and other stakeholders, and definitely are a place for people to gather and interact. To communicate these benefits while finding the way to further boost them is key to find the right supports to improve the markets.
3. LOW CARBON ECONOMY
5
Based on the challenges and needs proposed by the partner cities, the key issues to address during the implementation phase for the low carbon economy are:
Rural - Urban - How to further enhance the Rural – Urban cooperation Markets are a bridge between the rural and the urban worlds. Producers find in markets the way to the final consumer and many of then even sell their products directly to the consumer through the markets. Policies for a sustainable territory, reduction of CO2 emissions, promotion of local and km0 products or the increase of rural areas attractiveness are some of the benefits from this cooperation although all cities need to take actions to improve, communicate and further develop this relationship.
- How to approach farmer’s markets Farmer’s market is a complementary tool to join rural and urban worlds. However, this kind of approach face some challenges such as continuous supply, have enough dimension to attract enough footfall or competition from the traders in traditional markets. The promotion and regulation of these markets would need to solve those challenges, or at least to propose some solutions or alternatives to them.
- Development of “green” and local brands Local brands are a reality and a good marketing strategy used in some of the cities of the network. Its creation, usage and promotion jointly with its synergy to other promotion activities of the markets, is an interesting opportunity to explore during the drafting of the LAP.
Energy Efficiency - Which tools are available to reduce the impact of the mobility produced by markets Different approaches are implemented and under study within the network, each responding to a specific need and situation of every city. Some solutions are of common application throughout the partner cities. A review and sharing of experiences, successes and watchouts about the different solutions available is definitely an opportunity for the Urbact markets network.
- How to increase waste management efficiency and enhance recycling on the markets and its environment While waste management is in place in all markets, its efficiency and possibilities are not optimized. Recycling activities in markets are definitely a challenge for all partner cities.
- Strategies to use renewal energy on the markets. This is a field under study and implementation in several markets all over Europe. Different approaches are in place or under development and a deeper understanding of their benefits and financing alternatives should be integrated in the LAP of the network cities.
4. EMPLOYMENT & 6 ENTREPRENEURSHIP
Based on the challenges and needs proposed by the partner cities, the key issues to address during the implementation phase for the employment and entrepreneurship are:
- Which are the best strategies and activities to enhance tourism attraction to the markets Markets have proven to be an efficient pole for tourist attraction, especially when located close to the city centre. Many experiences are available in Europe that should be taken into consideration in the development of all LAPs. The enhanced dynamics of the neighbourhood economy due to the increased footfall and higher sales due to the tourism is definitely a relevant strategy of the markets renewal and development.
- How to develop successful strategies of marketing and communication for markets Market managing system highly influences the strategy of marketing and communication of the markets individually and as a whole. Integration of stallers (through their associations) and other stakeholders on the decisions about establishing a common marketing strategy and not only on the final actions is a must to assure a message consistency throughout the whole market system. Therefore, a common agreement on segmentation, positioning, main benefits and rationales behind them is needed to assure a successful marketing and communication of the markets. However, how to implement it, how to involve all the stakeholders and how to make it become a reality with specific actions is a challenge to be faced on the ULSGs and to be implemented on the LAPs of each city.
- How to deal with new consumer behaviour with old-functioning systems Markets have a lot history behind them, which means also a high inertia that is difficult to change. Consumer-oriented opening hours, variety of product offer, common marketing strategies, or added value services to the consumers are some of the examples of areas to evaluate for their inclusion within the LAPs.
- Increasing market competitiveness vs. hyper and supermarkets Super and Hypermarkets are the main competitors of the market. They offer a high range of products, including fresh food, jointly with a competitive price. This is reducing the market’s market share. Several strategies to reduce the impact of the chains of retail food distribution are in place all over Europe such as market/local products’ branding or even introducing supermarkets inside the market making them to be a new footfall generator for the market and therefore making them part of the solution and not of the problem. However, these solutions are not feasible in some of the cities or would need an important change on regulations in others. It’s important to face how to deal with this important challenge to secure the market’s competitiveness.
- How to use Markets as a tool for boosting employment and entrepreneurship. When a market becomes successful, the entire neighbourhood around it is also successful. New shops, higher economic activity or real estate price increase is the result of a successful market strategy. All those impacts imply new jobs (directly or indirectly). This is particularly important on the most deprived neighbourhoods where markets are also tools for social integration. LAPs need to consider the social impact of the markets when defined.
URBACT is a European exchange and learning programme promoting sustainable urban development. It enables cities to work together to develop solutions to major urban challenges, reaffirming the key role they play in facing increasingly complex societal challenges. It helps them to develop pragmatic solutions that are new and sustainable, and that integrate economic, social and environmental dimensions. It enables cities to share good practices and lessons learned with all professionals involved in urban policy throughout Europe. URBACT is 181 cities, 29 countries, and 5,000 active participants
www.urbact.eu/project