1 | P a g e CONTENT 0. INTRODUCTION ............................................................................................................................... 4 1. OVERVIEW ............................................................................................................................................ 5 2. CITY PROFILE ..................................................................................................................................... 7 Position, potential and challenges .................................................................................................................... 7 City’s demographic trends ................................................................................................................................. 9 City’s co-location with a large city .................................................................................................................. 10 City centre snapshot ........................................................................................................................................ 11 Project plan for the city’s participation in Phase 2 of the City Centre Doctor Project .................................. 12 Management of the Project ......................................................................................................................... 12 Focus on specific challenges for the city centre .......................................................................................... 12 Existing municipal policies and strategies .................................................................................................... 13 Establishment of an URBACT Local Group ................................................................................................... 13 Objectives for the project (Added value for the city) .................................................................................. 13 Learning and transnational exchange of good practice and experiences .................................................... 14 Integrated Action Plan for the city centre and future funding opportunities ............................................. 14 3. PLACE ANÁLYSIS ............................................................................................................................. 16 Survey Questionnaire ...................................................................................................................................... 16 Survey results ............................................................................................................................................... 16 Conclusions .................................................................................................................................................. 30 Results of the place observation activity ........................................................................................................ 31 Access and connections ............................................................................................................................... 31 Comfort and landscape ................................................................................................................................ 32 Use and activities ......................................................................................................................................... 33 Social ............................................................................................................................................................ 34 Additional information (Maps) ....................................................................................................................... 34 Additional information (Photos) ...................................................................................................................... 38 Problem tree .................................................................................................................................................... 39 Problem 1: Unemployment- Decrease in consumption .............................................................................. 39 Problem 2: Mobility ..................................................................................................................................... 40 Problem 3: Depopulation - Urban degradation .......................................................................................... 41 SWOT Analysis ..................................................................................................................................................... 42 City centre map ................................................................................................................................................ 44 Photographs of the city centre ......................................................................................................................... 46 Medina’s study visit.......................................................................................................................................... 49 CONTINUE .................................................................................................................................................... 49 STOP ............................................................................................................................................................. 50 2 | P a g e START ........................................................................................................................................................... 50 IMPROVE ...................................................................................................................................................... 50 4. THE PROCESS OF ACTION PLANNING .................................................................................. 51 A strategic approach from the beginning ....................................................................................................... 51 City Centre Doctor Process .............................................................................................................................. 55 Other ULG activities ......................................................................................................................................... 56 5. FOCUS AND OBJECTIVES ............................................................................................................ 61 Problems and obstacles ................................................................................................................................... 61 Urban challenges ............................................................................................................................................. 62 OBJECTIVES ...................................................................................................................................................... 64 6. ACTIONS AND TIME SCHEDULE .............................................................................................. 66 Beta actions ..................................................................................................................................................... 66 Underground Cellars .................................................................................................................................... 66 Zapardiel river recovering ............................................................................................................................ 68 Recovering the Simón Ruiz Hospital ............................................................................................................ 68 Actions ............................................................................................................................................................. 70 ECONOMIC ASPECTS .................................................................................................................................... 72 LIVABILITY AND CITYSCAPE .......................................................................................................................... 75 SOCIAL AND HERITAGE ASPECTS ................................................................................................................. 79 TRANSVERSAL IDEAS .................................................................................................................................... 83 Implementation calendar ................................................................................................................................ 87 ECONOMIC ASPECTS .................................................................................................................................... 87 LIVABILITY AND CITYSCAPE .......................................................................................................................... 88 SOCIAL AND HERITAGE ASPECTS ................................................................................................................. 90 TRANSVERSAL IDEAS .................................................................................................................................... 92 Indicators ......................................................................................................................................................... 94 PRODUCTIVITY INDICATORS .......................................................................................................................