Management & Policy Issues eco.mont – Volume 13, Number 2, July 2021 ISSN 2073-106X print version – ISSN 2073-1558 online version: http://epub.oeaw.ac.at/eco.mont 35 https://dx.doi.org/10.1553/eco.mont-13-2s35

Let’s partner up! From resistance to collaboration: A strategy for regional develop- ment, or how to create partnerships between nature conservation and local compa- nies – a success story

Marco Schiefer & Eva Maria Vorwagner

Keywords: partnership, regional development, protected areas, national park, nature park, nature conservation, ambassa- dors in regional development

Abstract Profile In the years following the foundation of the Styrian Eisenwurzen Nature Park (in Protected area 1996) and Gesäuse National Park (in 2002), both nature conservation organi- zations faced heavy resistance from the local population and actors in the local Styrian Eisenwurzen economy. Today things look different: the so-called Gesäuse Partners are building a strong network that brings the parties together. Our experiences can be used practi- cally by the managers of protected areas. Nature Park and Ge- säuse National Park

Mountain range

Alps,

What is in it for nature protection institu- tion initiatives, a partner network was created, com- tions, and what are the benefits for the lo- prising about 100 companies which cooperate with cal economy? This success story highlights the nature conservation institutions and the tourism the benefits for both sides. association. The network was originally introduced in order to help improve the economic situation and In the northern part of , Austria, lies the as a multiplier for the nature-conservation ideals of Gesäuse tourism region, see Figure 1. Harsh lime- Gesäuse National Park and the Styrian Eisenwurzen stone summits in contrast to gentle mountain crests, Nature and Geopark. Similar networks in regions with whooshing wild waters and gently flowing streams, protected areas around Europe served as role models hostile buttes and fertile meadows – cultivated and for the project. Our project differed from other net- natural landscapes are characteristic features of this works from the beginning, however, by focusing on area. Also known as the wild heart of Austria, this region various economic sectors, not only on tourism. is rich in biodiversity. The existence of both Gesäuse 2017 marked a turning point in the region’s net- National Park (IUCN category II) and the Styrian Ei- working systems when the two existing networks (one senwurzen Nature and Geopark (IUCN category IV) involving a National Park, the other a Nature Park) hint at the natural richness of the Gesäuse region. were merged to form the Gesäuse Partner network. While the lack of tourist infrastructure such as cable Currently, there are more than 100 members (and their cars was considered a disadvantage in the past 80–100 number continues to grow) from various sectors, in- years, it is now the region’s unique selling point. cluding accommodation (such as guesthouses, inns, family-owned hotels), food producers (bakeries, bee- Fast forward: The (tourism) situation today keepers), mountain guides and craftworkers. This het- erogeneity is one of the defined goals of the network. As authentic nature experiences are becoming in- The members are divided into five sectors (gastrono- creasingly important, the Gesäuse tourism region is my; craft and trade; art and culture; outdoors; special- attracting increased interest and tourist numbers. For ity products), each of which elects a chairperson, who , the largest community in the Gesäuse region, represents them in the so-called Partnerrat (partners’ this growth is quantifiable: overnight stays increased council) for two years. Twice a year, the chairs, project by about 25% in 2014–2019 (Statistik Austria 2021; managers and the CEOs of Gesäuse National Park, Tourism Association Gesäuse 2021). The founda- the Styrian Eisenwurzen Nature and Geopark, and tion of the Styrian Eisenwurzen Nature Park in 1996 Gesäuse Tourism Association meet to discuss recent and Gesäuse National Park in 2002 led to sustainable difficulties, future development strategies and new change for the entire region – presenting the Gesäuse memberships. Applicants and their fit into the - net as an ideal place for authentic cultural and nature- work, or the planning of common activities such as based experiences. As part of both nature conserva- excursions or company visits, for example, are subjects Management & Policy Issues 36

ENNS

Linz Steyr|Waidhofen Scheibbs Altenmarkt Ybbs Windischgarsten b. St. Gallen GAMSSTEIN

Naturfreunde- Weißenbach hütte Rosenau Hengstpass an der Palfau HOCHKAR SALZA Sankt HOCHSTADL Gallen ENNS SALZA Spital Oberlaussa Gams Mariazell a.Pyhrn MAIERECK Großreifling Hinter- SALZA Mooslandl wildalpen Brunnsee KREUZMAUER GR.PYHRGAS RIEGERIN HEXENTURM NATUR & GEOPARK Bosruckhütte Rohrauerhaus Admonter- haus STEIRISCHE GRABNERSTEIN KL. BUCHSTEIN GEIGER Ennstaler- EISENWURZEN GR.GRIESSTEIN TIEFLIMAUER hütte BOSRUCK Grabneralm Ardningalm ENNS EBENSTEIN GR. BUCHSTEIN TAMISCHBACHTURM BRANDSTEIN Pyhrnpass Hall Hieflau KALTE MAUER Weng Buchsteinhaus Gstaerboden

ENNS ENNS Sonnschien- Leopold- hütte steinersee PLANSPITZE Eisenerz Admont Haindlkar- ZINÖDL hütte LUGAUER Leoben Heßhütte REICHENSTEIN HOCHTOR DÜRRENSCHÖBERL GR. ÖDSTEIN Eisenerz Highway E N N S KALBLING NATIONALPARK Radmer Kaiserau Klinke Path Hütte Mödlinger- a.d.Stube hütte GESÄUSE HOCHKOGEL Roˆenmann Railroad Johnsbach Radmer Salzburg LAHNGANG P A L T E N a.d.Hasel GSCHEIDEGGKOGEL Side Road

BLASENECK LEOBNER Main Road Village Rottenmanner Gaishorn ZEIRITZKAMPEL Hütte am See Graz Highway Village MountainN Peak Path Oppenberg Triebener Mountain Peak Judenburg Tauern Wien Railroad Refuge/Hut Side Road Refuge/HutCastle Schoberpass Wald am Main Road Castle Schoberpass Tourism region

Kalwang 0 km 5 km 10 km 15 km

Figure 1 – Location of the Gesäuse National Park and the Styrian Eisenwurzen Nature Park. Data: GIS Steiermark https:// gis.stmk.gv.at/wgportal/atlasmobile/map/Basiskarten/Basiskarte Digitaler Atlas, own design. Inlay: EuroBoundaryMap © EuroGeographics.

of lively discussion. The aim is to allow close coopera- scape protection within IUCN category IV. Under this tion while avoiding red tape as far as possible, leading model (category IV), their activities would not be so to added value for both sides – the partners and the heavily affected by the creation of the protected area, institutions. making it their preferred outcome. In the end, policy- makers at federal, state and local levels enforced their Rewind: The starting point for Gesäuse Na- own wishes, and the Gesäuse National Park was estab- tional Park lished as an IUCN type-II protected area. (On the his- tory of the National Park, see Gesäuse National Park Let’s travel back in time, to the early years of 2021; Gahbauer 2014.) Gesäuse National Park. The park was offi cially recog- nized in 2002 by the IUCN. In the beginning, there Rewind: The starting point for Styrian Ei- were two major problems which had to be resolved. senwurzen Nature Park and the road to Firstly, the relatively high resistance of the local in- UNESCO World Heritage Site status habitants towards establishing the Gesäuse National Park. Similar projects in relatively close proximity The Styrian Eisenwurzen Nature and Geopark was geographically to the GNP (for protected landscapes founded by seven municipalities in 1996, originally and National Parks in the Schladminger Tauern, with the intention of strengthening local structures Dachstein and Totes Gebirge) had failed because of for regional development. The Styrian Eisenwurzen the inhabitants’ opposition to them. Secondly, the lo- Nature Park is shaped by a diverse natural and cultural cal economy in the Gesäuse area was relatively weak. landscape but also by old industry – iron ore mining, The National Park project in the Gesäuse region was near the Styrian Erzberg. After the decline of the in- supported predominantly by policymakers, who saw dustry in the 20th century and increasing tertiarization, an opportunity for improving the regional economy, the region was faced with depopulation. One answer especially through tourism. As in other regions where to help create a brighter outlook for regional develop- nature conservation projects were discussed, this one ment was the foundation of the Styrian Eisenwurzen sparked controversy. The main reasons for the nega- Nature Park and its partner network in 1996. A Nature tive reactions of the local population were mistrust Park, as a protected landscape that owes its existence and a fear of a top-down approach. Some opponents to the interaction of man and nature, is a perfect base were afraid that the National Park would be a pres- for cooperation between regional partners from agri- tige project for policymakers at federal and state lev- culture, gastronomy and tourism. In 2002, the Styr- els which would fail to ask for locals’ opinions. The ian Eisenwurzen Nature Park was awarded the title of local people involved (mostly farmers, woodworkers, European Geopark; in 2004 it became a member of foresters, hunters and rangers) opted instead for land- the Global Geopark Network under the auspices of Marco Schiefer & Eva Maria Vorwagner 37

UNESCO and was awarded UNESCO World Herit- age Site status.

The partnership today

After the creation of both the Gesäuse National Park and Styrian Eisenwurzen Nature and Geopark, questions arose regarding the involvement of local companies. How could the perception of nature con- Figure 2 – Gesäuse Partner logo (archive). servation be changed? What could be done to promote the regional economy? The strategy was to establish a network that enables collaboration between the local but some individual products, services and / or part- companies themselves and the institutions that man- ners also have supra-regional visibility. In this manner, age protected areas. Today, we are in a fortunate po- the external visibility of the nature conservation or- sition: collaboration with our partners offers positive ganizations themselves is increased. This in turn might and sustainable future prospects for them and the lo- generate better acceptance of the idea of nature con- cal population, and the number of partnerships has servation itself amongst local people. Marketing strat- been increasing over the last couple of years. egies for companies in the network can be bundled, So, how can one become a Gesäuse Partner? The and the visibility for the partners generally is increas- two parks and the regional tourism association are ing due to the careful use of their corporate identity ready to cooperate with other potential partners who as Gesäuse Partners (through their logo, see Figure 2, share their philosophy of nature conservation. Pro- presence in print media and shared values). A network spective partners have therefore to demonstrate that is more visible than a small local company. But ac- they implement environmental protection and sustain- cess to marketing is not the only reason to become ability measures, and the following requirements, set a Gesäuse Partner. There is considerable cooperation by the partners’ council, have to be fulfi lled to be ac- in the network, with events, meetings and excursions, cepted as a partner: all of which have their impact on networking, too. In - Applicants have to be located in the Gesäuse tour- addition, many partners now purchase products from ism region, as the ultimate aim is to generate in- each other, because trust is growing and thanks to a come for the region and the local population. realization that it is not always necessary to look out- - Regionality has to be lived (i. e. products for process- side the immediate area for goods. The local economy ing and transformation should be local, preference is thus becoming more circular and larger, with the should be given to local suppliers, and local struc- circulation of partners’ products increasingly hugely. tures should be taken into account). The status of Gesäuse Partner is seen as a seal of qual- - A strong interest in cooperating with the other ity, meaning that a company is fulfi lling high standards partner companies, the institutions and within the in ecology and sustainability contexts. Cross-selling network itself is required. of products or services is the consequence: compa- - Partners should see their membership as a possibil- nies promote each other, e. g. with special corners in ity for increasing productivity and not as a burden. grocery stores or inns. This, in the long run, increases the visibility for locals and visitors, not only of the Why should one collaborate with the Gesäuse Partners themselves but also of the nature Gesäuse Partners, or: what are the benefits protection institutions. for companies? Putting things in a nutshell and a take- First of all: being a partner was, is, and will continue home message: Why should nature conser- to be exclusive. Exclusive, that is, for those who truly vation organizations “invest” in regional want to collaborate with the regional nature organiza- development? tions, for the partners themselves, and for those who have an inner belief that regional development should The most obvious advantage: mutual promotion. be a bottom-up process and that collaboration can be Local economies profi t from the assistance and guid- a key factor for a region worth living in. Every applica- ance of experts. They receive in-depth information tion is reviewed by the partners’ council to guarantee on nature conservation and the Gesäuse area, which suitability for the network. Of course, the potential they then pass on to visitors. The mission is to make benefi ts of marketing that focuses on regionality, sus- the partners spokespersons for nature protection and tainability and nature conservation does play a part in multipliers for the educational mandate of these insti- applications to become a Gesäuse Partner. The vis- tutions. Simultaneously, the common front enhances ibility and the marketing impulse for both sides – part- the positive perception of the area by guests. The ners and institutions – has been increasing in recent network’s advertising platform multiplies the adver- years. Most local products are sold within the region, tising presence and gives all members a voice in re- Management & Policy Issues 38

gional development strategies. The partners and the References organizations are working for a better future for the region – together. In our case, the partnerships also ac- Gahbauer, Ch. 2014. The National Park Gesäuse tively contributed to overcoming the initial scepticism Partnership: From resistance to cooperation. Master Thesis regarding nature conservation ideas, and so local sup- Postgraduate Studies Environmental Studies. Univer- port for the ideals of protected areas was increased. sity of Graz. Department of Geography and Regional The partners also contribute to added value for local Science. Graz. produce, and are therefore strengthening the econo- Gesäuse National Park 2021. Nationalpark Magazin my. Partners from different areas of business get to IM GSEIS 1-36. 2003-2021. Weng im Gesäuse. Avail- know each other better in the network and can co- able at: https://nationalpark-gesaeuse.at/service/ operate. They have found a framework in the partner downloads/ (accessed 12/02/2021) network in which they can interact with and trust each Statistik Austria 2021. Ein Blick auf die Gemeinde other, stimulating a local market for locally produced Admont. Available at: https://www.statistik.at/blick- goods and services. This helps create a local economy gem/G0803/g61253.pdf (accessed 12/02/2021) in which word-of-mouth serves as recommendation and in which people actively seek to buy local goods Authors and support local services. Problems that need to be solved in the future in- Marco Schiefer clude the increasing number of different interests works as project manager for the department of that occur in the network. While this might not be a communication and regional development, Gesäuse problem at first sight, the motivations of the founding National Park, an IUCN category II protected area. members for becoming part of the network may be very Gesäuse National Park, Admont, Austria. Email: different indeed from those of new members. Increas- [email protected] ingly, we see the potential for marketing as being the prime (or even only) reason for wanting membership Eva Maria Vorwagner of the network. Without doubt, marketing is one of is a project manager and biodiversity expert for the the main missions of the network, but support for Styrian Eisenwurzen Nature Park (IUCN category nature conservation must also be in the foreground. IV), which is also a UNESCO Global Geopark and And of course, wherever people and companies inter- UNESCO World Heritage site. Styrian Eisenwurzen act with each other, there will be those who are highly Nature and Geopark, St Gallen, Austria. Email: motivated, while others will not often be seen at meet- [email protected] ings or events. To balance the demands of network- ing without losing sight of the economic reality is a The Gesäuse Partners network is managed by the challenge for the future. Networks at first sight do not Styrian Eisenwurzen Nature Park and the Gesäuse generate income; they are seen as nice to have adjuncts, National Park, as nature conservation institutions, in but not as a must. addition to the Gesäuse Tourism Association.