PROJECT "HORSE COUNTRY" TEP:

TYPOLOGY Valorisation the territorial heritage - Typical local productions ("Terroirs") and Tourism. TRANSVERSAL THEMES COVERED Environment TERRITORIAL AREA INTERESTED 28 Townships of the Oristano Province : , , Ales, , , , , , , , , Gonnosnò, , , , , , , Santulussurgiu, S.Vero , , , , Sini, , Villa S.Antonio, Villaverde.

Key factors having contributed to the launch of the initiative The “Horse Country” idea originated in 1983 from the dream of an entrepreneur who, though not native to Region but however engaged in tourist activities in the Oristano Province, strongly believed in the local culture and skills potentialities as able to offer a tourist product different from the combination sun-sea till then followed and sold in Sardinia. For a long time, the dream remained as such: the idea did not find approval since other paths seemed more likely to boost the economy in the Oristano area, and different sectors seemed to offer more opportunities for a “fast” territorial development. The manufacturing industry gave the impression of being able to efficiently and quickly cure the unemployment plague, already chronic in the Oristano Province. After 1992 and with the abrogation of Law 64, the South of Italy and Sardinia Region entered in a period of slump. An era was over and there was the urge to find alternatives, above all on the territory and within it. In 1995 the “Horse Country” idea had a new burst: indeed, for its implementation, it presents the winning features of the territorial pacts, that is partnership, integration between production and service sectors, optimisation of local products and skills.

ORGANISATION CONTACT Consorzio Turistico Horse Country (Tourist Ettore GIACHINO Consortium) Sole administrator “Horse Country” srl Registered office: Via Mattei – 09170 ORISTANO President of the “Consorzio Turistico Horse (Sardinia) Country” Antonio BIANCU Operating office: Strada a Mare, 24 Mayor of Baressa – Deputy-President of the 09092 ARBOREA (OR) “Consorzio Turistico Horse Country” Italy Tel:+39 (0)783 801083 Fax:+39 (0)783 801086 [email protected]

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Project's description The “Horse Country” project carries out a tourist reception approach spread out on the Oristano area territory. It is based on the offer of equestrian holidays, since horse- breeding is a traditional activity of this area. From a “central core”, the approach spreads out mainly to the more inland villages, marginalized and at high depopulation risk. The main centre of the reception system is a seaside village, which in itself is an allure for potential demand.

From the main reception centre, naturalistic, botanical, cultural and archaeological routes branch off. They can be travelled on horseback, with or without professional guides, and along the way they meet the various, and smaller, reception centres in the inland villages. Here, various activities are organised: visits to handicraft workshops (manufacturing of leather, iron, pottery, fabrics, gold – with a special attention to filigree), gastronomic visits, new and diversified excursions to sites of archaeological interest, purchasing of local products, reception in “Agriturismo” (holiday on the farms) of the territory. All the opportunities will be part of a network and holiday programmes will be organised for off- season periods.

Therefore, the diversified tourist offer for the 28 townships involved concerns: reception, recreational and restaurant sectors: sports and cultural sectors (naturalistic-cultural routes with equestrian trainers, tourist guides with a particular knowledge of the archaeological, cultural, botanical and natural features of the chosen itinerary); handicraft sector; agricultural sector, with the enhancement of local products and of the many tourist activities.

Objectives and target groups To halt the depopulation of inland areas. These, though rich in traditions, local products, natural and cultural beauties, are not able to sell them on the market.

To develop a tourist product different from those existing on the island, addressing a market area constantly present all over the year and not only in summer, and attracted by interests that go beyond the combination sea-sun.

To certify the quality of the tourist product that is marketed through the “Consorzio Horse Country”.

To re-awaken the local craftsmanship.

Partners: names, type, roles / competencies and contributions Public partners : Oristano Province, Association among the Townships of Ghilarza- Abbasanta-Norbello, Townships of Abbasanta, Arborea, Cuglieri, Paulilatino, Santulussurgiu, , Sedilo. Private partners: “Horse Country” srl, Thalassai srl.

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Public/private partners: Consortium “Due Giare” comprising the Townships of: Albagiara, Ales, Assolo, Baradili, Baressa, Curcuris, Gonnoscodina, Gonnosnò, Mogorella, Morgongiori, Nureci, Senis, Simala, Sini, Usellus, Villa Sant’Antonio, Villaverde. In 1998, 13 of these Townships and the “Horse Country” srl, submitted an Area Integrated Plan, approved and funded by Sardinia Region in December of the same year. The plan envisaged the development of infrastructures (reception structures and horse-riding schools) in the respective areas suitable for equestrian activities. The majority of the Townships in the project have used the funds granted by Regional Law 37, for the establishment of small entrepreneurial activities functional to the optimisation of Horse Country Project. The “Horse Country” srl (whose main promoter is the planner of the whole project) has applied for funding, within the territorial pact for employment, of a project concerning the upgrading of the reception structure (the future main reception centre) and the development of infrastructures and support services. The project has been funded and its implementation is under way.

Project's piloting structure The project is implemented by the “Consorzio Turistico Horse Country” through economic boosting services, business counselling, training/information and guidance of the existing and potential entrepreneurs. The “Horse Country” srl is the technical co-ordinator of the project, putting its entrepreneurial knowledge and skills at the disposal of local Governments and other local enterprises.

Five Development Operators, who are taking part in the local Development Workshop promoted by “Sviluppo Italia” with funds EDF/CSF 1994/1999, carry out a permanent project boosting task in the present implementation step.

During the project implementation, the “Consorzio Horse Country” will also perform certification and control activities of the supplied services, with the purpose to keep medium/high offer standards.

WHAT HAS BEEN ACHIEVED ?

Innovation It is one of the few times, if not the first, that a project of economic, employment and tourist development based on partnership and integration among different local economic and social sectors is developed and carried out in Sardinia and, in particular, in the Oristano Province.

The project actually originates from the “base” with a progressive development of a promotion committee that is gaining support and participation by local governments, entrepreneurs and population. The project implementation requires, also at operational and management level, a strong partnership and the establishment of several small co- operatives (handicraft and services co-operatives). These will be however part of a single organisational network aiming but at one result: development of employment, of local economy, and of an “area quality”.

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Results realised and expected Qualitative impact: visible upgrading of the already existing reception structures as well as of those created through the project; quality control of each single part of the equestrian routes, ensured by the “Consorzio Turistico Horse Country”. Quantitative impact :

People employed during the project implementation: Building-site employees: January/July 2000 (first unit of the main structure) :120 people ; Craftsmen employed in furnishings and gardening : 30 people ; Building-site employees : January/September 2001 (second unit of the main structure:100 people.

Fully-operating project employment (marketing of Horse Country product: July 2002):

scenario 1) 2000 new jobs, permanent and seasonal, in the tourist-cultural sector (receptivity and related services);

scenario 2) 1200 new jobs, permanent and seasonal, in the tourist-cultural sector (receptivity and related services);

Fully-operating project employment (marketing of Horse Country product: July 2002) in the main reception centre alone: 80 permanent jobs and 120 seasonal jobs; increase of accommodation capacity in the Oristano Province; 25% increase in the entire provincial receptivity.

WHAT IS THE COST?

Initial investment (material, immaterial) and financing source : 19.625 million Euros, public funding : territorial pact for employment, Area Integrated Plan, Regional Law 37, Townships 5.887 million Euros, private funding: entrepreneurs participating in the project.

At present the project has absorbed 50% of the overall investment

Additional information concerning the financial mechanisms, and any eventual further financial evolution: “Horse Country” project will be on the market by July 2002. Taking into account that the project has different modules and that the offer might be marketed even with half of the envisaged routes, two scenarios can be foreseen:

scenario 1) totally implemented project with network reception structures and services fully operating: overall turnover of all the network enterprises (receptivity, restaurant services, equestrian guides, handicraft and agricultural-food production workshops, horse-riding schools, “Agriturismo” sites, related services): 51.64 million Euros of annual turnover; 4

scenario 2) project implemented for approximately half the envisaged routes, with the micro-network reception structures and services fully operating: 17.43 million Euros of annual turnover.

IS IT TRANSFERABLE?

Demographic, social, economic, political and cultural characteristics Territorial surface : approximately 985 km2 Per head GDP : 6 972 Euro Eligible to the Structural Funds objective/s : Objective1 Total population: 41 527 Active population: 15 911 Unemployment rate : 26%

Employment distribution by sector: * agriculture, fishery, forestry 18% * industry 22% * tertiary 41%

Other characteristics : High percentage of aged population

Conditions Technical conditions: The project hinges on the territory natural, environmental and cultural characteristics, that are at the basis of it. It required a common denominator: the horse; in other realities the cohesive idea might be a different one, but its development and implementation could follow the same paths.

Political and legal conditions: The project does not need a specific tailored legislation. However, some political conditions are necessary: a common will by all the participant local Governments to carry out a joint and important project that, leaving behind any individualism and local pride, will gradually strengthen, thanks to a shared objective, any single sector of local economy and society; a far-sighted approach and patience, since a project like this requires a relatively long aggregation process among the different actors, as well as an in-depth study on the territorial elements capacity to act within a network; a thorough involvement of the local population who must regain the will of carrying out, all together, a self-sustained economic and employment development that requires a strong belief and commitment by all the civilian society actors. On the other hand, in this case and taking into account the possible volume of the demand, it was necessary to get many funds available. We have reached percentages of public funding amounting to 70% of the total budget. In the case of Sardinia Region, this has been possible by using the public funds assigned to single townships for local actions, not to carry out scattered interventions but rather for a single intervention with a significant territorial impact. 5

Transfer procedures and costs Estimated transfer costs and procedures (in EURO): The “Consorzio Turistico Horse Country” shall make available the experience gained with this project in order to transfer it to other regional, national and European realities. The transfer costs can vary depending on whether in the territory concerned a feasibility study has been carried out, processes of social and entrepreneurial aggregation are already under way, or if the process of dissemination, start-up and entrepreneurial development of an idea must be set off from the beginning.

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