Barn Raising in Noord-Belevenland Triad B Analyses Report Wageningen University July 2011 Triad B: Analyses Report – Barn Raising in Noord-Belevenland Academic Consultancy Training Barn Raising in Noord-Belevenland Triad B Analyses Report ACT group 825 Lilian Bos Remco Brinkman Johan Kuipers Elina Ruska Ciranoush Snoyl Evelien Thieme Groen Commissioner: Simon de Koning, Financier: Thomas Pillen, Kenniswerkplaats Zuidwest Delta Expert: Dr. Ir. Martijn Duineveld, Wageningen University Coach: Sietse Sterrenburg Team contact persons [email protected] (manager) [email protected] (secretary) Wageningen, July 2011 This report (product) is produced by students of Wageningen University as part of their MSc- program. It is not an official publication of Wageningen University or Wageningen UR and the content herein does not represent any formal position or representation by Wageningen University. Copyright © 2011 All rights reserved. No part of this publication may be reproduced or distributed in any form of by any means, without the prior consent of the authors. 1 Triad B: Analyses Report – Barn Raising in Noord-Belevenland 2 Triad B: Analyses Report – Barn Raising in Noord-Belevenland This report is part of a triad of products to answer the research question which can be approached from different angles. This allows people from different backgrounds to start at an angle in which they are most interested in. The products are combined in such a way that it is possible to switch between any unit of the triad in whatever way the reader finds interesting. The triad firstly consists of an ‘Idea Book’ focused on the possibilities for ‘Evenementenlocatie Land & Zeezicht’ B.V.’. Secondly a ‘Scientific Report’ has been written, which mainly describes the scientific background of the project, namely, the research questions, the theoretical foundation and methodological practices of the project. This third product of the triad, the ‘Analyses Report’ describes the main results of the research, which focuses especially on the possibilities there are to facilitate sustainable development in Noord-Beveland. For this project we chose the name ‘Barn Raising in Noord-Belevenland’. The first part of this name is based on the key feature of this project; the barn ‘Evenementenlocatie Land & Zeezicht BV’. Barn raising is an event where a community comes together to build a barn for one or more families. Barn raising occurred in a social framework, and despite traditions of independence and self-sufficiency, community barn raising was a part of life (www.barnraising.org). This description fits well to our project because we aim to give the barn ‘Land & Zeezicht’ a new purpose which contributes to the development of Noord-Beveland. The barn can get people together and create linkages and (social) networks. The second part of this name, Noord-Belevenland, came forward during the workshop we organised in Kamperland. Although we did not come up with this definition ourselves, it definitely represents the vision we have of Noord-Beveland. This island is full of potential and there is a lot to experience and discover. Hence, ‘Barn Raising in Noord-Belevenland’. A little wink is that the Figure 1: A Barn raising in Canada in the 1900s name is in both Dutch and English, just as our project. Source: www.wikipedia.org/wiki/Barn_raising 3 Triad B: Analyses Report – Barn Raising in Noord-Belevenland Acknowledgements The ACT team would like to express appreciation to the project commissioner Simon de Koning, the coach Sietse Sterrenburg and the expert Martijn Duineveld for their good advice and help with shaping this project and achieving the project goals. Furthermore, the ACT group is thankful to the project facilitators Thomas Pillen and Meike Sauter. We would also like to thank all the interviewees and stakeholders present at the workshop, for their cooperation and input. A special thanks to Albert Aalvanger who spent a lot of time sharing his experiences and providing useful insights for the workshop and presentation. It was a delight to work on this project with all those warm and open people from the beautiful province of Zeeland. The team felt welcome from the moment they entered Zeeland. The team sincerely hopes that Simon de Koning and Thomas Pillen will be pleased with the products of the triad. 4 Triad B: Analyses Report – Barn Raising in Noord-Belevenland Table of Contents Acknowledgements .......................................................................................................... 4 Summary .......................................................................................................................... 6 1. Introduction .............................................................................................................. 7 1.1. The project .............................................................................................................................. 7 1.2. Project goal .............................................................................................................................. 8 1.3. History of the area ................................................................................................................... 8 1.4. Report Outline ......................................................................................................................... 9 2. Destination analysis .................................................................................................10 2.1. Economy ................................................................................................................................ 10 2.2. Demographics in focus to trends .......................................................................................... 11 2.3. Destination characteristics .................................................................................................... 12 2.3.1 Attractions .......................................................................................................... 12 2.3.2 Accommodation and food facilities ................................................................... 14 2.3.3 Transport ............................................................................................................ 15 2.4. Market analyses .................................................................................................................... 16 2.4.1. The Netherlands ................................................................................................. 16 2.4.2. Zeeland ............................................................................................................... 17 2.4.3. Kamperland ........................................................................................................ 18 2.5. Conclusion ............................................................................................................................. 19 3. Case study ...............................................................................................................21 4. Stakeholder analysis .................................................................................................23 5. Discourse Analysis ....................................................................................................29 5.1. Fruitful Future – Pluk de vruchten ........................................................................................ 29 5.2. Brand of Zeeland – Noord-Belevenland ................................................................................ 35 5.3. Islandism – Eilandisme .......................................................................................................... 40 5.4. Authenticity - Authenticiteit .................................................................................................. 44 5.5. Beautiful Zeeland –Mijn mooie Zeeland ............................................................................... 49 5.6. Rhythms of the Season – Het ritme van de seizoenen.......................................................... 54 5.7. Discussion & Conclusion ........................................................................................................ 59 6. Overall Conclusion ....................................................................................................62 7. Recommendations for ‘Land & Zeezicht’ ...................................................................64 8. References ...............................................................................................................66 5 Triad B: Analyses Report – Barn Raising in Noord-Belevenland Summary Following the request of the commissioner Simon de Koning of 'Evenementenlocatie Land & Zeezicht BV’ and financed by Thomas Pillen of Kenniswerkplaats Zuidwest Delta, the team of students from Wageningen University investigated questions concerning the creation of opportunities for the monumental barn ‘Land & Zeezicht’ located in Kamperland, Noord-Beveland in the province of Zeeland. These opportunities are linked to several trends visible in the province. The aim is to create ideas and facilitate linkages and networks as a foundation for future developments of ‘Land & Zeezicht’ and Noord-Beveland. However, this can also work the other way around. The barn can play a role in creating these linkages too. These links are important because they allow different actors in the area to get involved and use their strength to work together. Through a destination, marketinging, stakeholder and discourse