CITY CENTRES SPECIFIC POLES TO MANAGE · 2019. 10. 18. · 16-10-19 1 city centres specific poles...
Transcript of CITY CENTRES SPECIFIC POLES TO MANAGE · 2019. 10. 18. · 16-10-19 1 city centres specific poles...
16-10-19
1
CITY CENTRES
SPECIFIC POLES TO MANAGE
BELGIAN ASSOCIATION OF TOWN CENTRE MANAGEMENT
ADELAIDE, OCTOBER 2019
Jean-Luc CALONGER
1
2
16-10-19
2
GEOMARKETING
DIAGNOSIC &
STRATEGYOPERATIONAL
ACTION PLANWATCH + R&D
PLACE MARKETING
1997 WWW.AMCV.BE
3
4
16-10-19
3
5
6
16-10-19
4
« THE » CITY-CENTRE ?
• Housing
• Real estate
• Commercial offer
• Quality of the environnement
• Accessibility, mobility
• Communication structure
• Culture
• Decision–making power
• …..
Multi dimension & as many
diverse stakeholders
Identifying stakeholders => Structuring partnership => Evolution
Housing
Economic development & retail Mobility
Public space & heritage
Public utilities, equipment & amenities
CUSTOMIZED ACTION
DIAGNOSIS
GOVERNANCE
Vision => Strategy => Detailed actions
PROJECT & ACTION PLAN
MANAGING TOOL
7
8
16-10-19
5
TCM GOVERNANCE
PUBLIC
• Political representatives &
policy makers:
majority I opposition• City council dpts:
economic I urban planning I
housing I culture I …
ASSOCIATIVE
• Local /neighbourhood committees
• Youth /Senior / Community centres
• Cultural centres
• Civil society
• …
PRIVATE
• Big chains
• Merchants associations
• Banks • Car parks
• Housing companies
• Public transports
• Chambers of Commerce
• …
TOWN CENTRE MANAGEMENT
TOWN CENTRE MANAGERWORKING
GROUPS BY
THEME
WG“TRAFIC &
CAR PARK“
PM“PLACE
MARKETING »
WG“INVESTORS“
WG“PUBLIC
SPACE“
WORKING
GROUP
“…“
Technical team Urban stewards
WG“ANIMATION“
THE MANAGING TOOL
9
10
16-10-19
6
MEASURES – COMPARES - MONITORS
• Diagnosis + benchmark
• Perception versus reality
• Performance of the city centre [CC]
• City centre potential & opportunities
• Commercial attractivity
11
12
16-10-19
7
• BEFORE DATA COLLECTION :
•
•
• DATA COLLECTION -> KPI :•
•
•
•
•
A TOOL DEDICATED TO THE CITY CENTRE
KPI - EVALUATION CRITERIA
o
o
o
COMME R CIAL AT T R ACT IVIT Y
13
14
16-10-19
8
amcv.be/ WHITE PAPER
« They are barking up the wrong tree »
15
16
16-10-19
9
NEW RETAILERS• WITH A VISION
••
• EXPERT ENTREPRENEURS•••
• DIGITAL NATIVES•• ≠
17
18
16-10-19
11
21
22
16-10-19
12
23
24
16-10-19
13
PRAGMATIC ACTION PLAN
• Adapt the existingand upcomingaudiences
• Answer real needs
• Support & developinnovative intiatives
• Complete the offerwithcomplementaryservices
25
26
16-10-19
14
ADAPT
ADAPT
27
28
16-10-19
15
CONNECTED RETAIL – DIGITAL TOOLS
•
•
PRAGMATIC RETAIL
29
30
16-10-19
16
31
32
16-10-19
17
33
34
16-10-19
18
35
36
16-10-19
19
ADAPT
SHORT TERM RETAIL LEASE
Length < 1
year
Extension &
renewal
within this
year’s time
No tacit
reconducti
on
Only the
tenant can
get a
month’s
notice
Can be
sub-
leased
Le bail de courte durée structurera lecommerce dit « éphémère »,réglementera le principe actueld’occupation précaire et permettra laredynamisation des centrescommerciaux grâce une formulejuridique souple et efficace.
37
38
16-10-19
20
www.UrbanRetail.be39
40
16-10-19
21
URBAN RETAIL .BE
The free pop-up shop plateform
41
42
16-10-19
22
LOCATION
LEGAL FRAMEWORK
COMMUNICATION
Vacant shops
Property owners
Application call
New decree
Temporary leases
Technical support
Online Platform
Social networks
Mailing, posters & buzz
43
44
16-10-19
24
47
48
16-10-19
25
49
50
16-10-19
26
Rue Souverain-Pont LIEGE
31%32,10%
17,20%
10,70%
0%
5%
10%
15%
20%
25%
30%
35%
2015 2016 2017 2018
EVOLUTION OF SHOP VACANCY RUE SOUVERAIN PONT 2015-2018
51
52
16-10-19
27
SUCCESS EXPANDING TO FELLOW STREETS
53
54
16-10-19
28
55
56
16-10-19
29
57
58
16-10-19
30
59
60
16-10-19
31
WWW.AMCV.BE
61