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GASTRONOMIC CITIES

LOCAL ACTION PLAN – FERMO

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Cities have a crucial role in the achievement of the Europe 2020 objectives. The urban complexity with different mixture and use of resources, service policies and knowledge gives the key to a higher social cohesion and to increase economic diversity. In this framework, gastronomy and gastronomic tourism can be the engine with potential to mobilise other sectors and resources, to contribute to cities' overall experience and increase their attractiveness. The project Gastronomic cities proposes an innovative approach in developing gastronomic tourism in the cities addressing the following topics:

• Hospitality sector promoting entrepreneurship and SMEs development and employment as an engine for the city development.

• Tourism as a overall experience of the city and its multiplying effects on culture, commerce, urbanism, complementary services,...

• Strategic partnership arrangements to ensure a demand-driven and integrated approach, improving Innovation and knowledge economy, following Lisbon Agenda principles.

• Gastronomy as an urban cluster of economic activities that contribute to growth, jobs and competitiveness.

• Framework for local raw material producers, mainly primary sector, to support the development of a strong and sustainable agricultural and food industry base able to compete globally.

• Gastronomy as a flagship for “Innovation union to improve framework conditions and access to finance for research and innovation so as to ensure that innovative ideas can be turned into products and services that create growth and jobs”.

CITY STRATEGY ON GASTRONOMY AS A TOOL FOR TOURISM AND EMPLOYMENT DEVELOPMENT

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GASTRONOMIC CITIES: CITY STRATEGY ON GASTRONOMY AS A TOOL FOR TOURISM AND EMPLOYMENT

DEVELOPMENT

LOCAL ACTION PLAN - FERMO

ALESSIO CAVICCHI CRISTINA FRITTELLONI Local stakeholder group manager Local project manager

January 2015

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TABLE OF CONTENT

PREVIOUS STEPS: THE PATH TOWARDS LAP ........................................................................................ 1

PROJECT OUTCOMES AND RESULTS ................................................................................................... 4

FERMO FEASIBILITY STUDY....................................................................................................................... 1

Fermo Challenges ........................................................................................................................... 2

Fermo Resources ............................................................................................................................. 2

Fermo Targets ................................................................................................................................... 3

Fermo Results and Impacts .......................................................................................................... 3

Fermo Activites................................................................................................................................. 1

LESSONS LEARNT FROM BURGOS GOOD PRACTICE PEER REVIEW AND STAFF EXCHANGE

VISITS TO BURGOS .................................................................................................................................... 1

GASTRONOMIC CITIES PROJECT RESULT INDICATORS ................................................................................. 1

FERMO LOCAL ACTION PLAN .............................................................................................................. 3

RESEARCH AND INVESTIGATION TO DEVELOP FERMO LAP................................................. 3

CONCLUSIONS ....................................................................................................................................... 13

LAP ACTIVITIES ....................................................................................................... 17

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INTRODUCTION Local action plan (LAP) is the logical continuation of 2 previous documents: the baseline study that was written for the project proposal and the feasibility study as a midterm outcome of the project. In fact, feasibility study represents the starting point for LAP for each city with the description in mapping charts and suggestions for improving five pillars of Burgos gastronomic good practice transfer model. Thus, the aim of this document is to present the plan of activities during the remaining time of the current project (end of March 2015) and after the expiration of the project to achieve target and results planned for each city (until year 2018).

PREVIOUS STEPS: THE PATH TOWARDS LAP

The Exchange and learning process for the transfer of the good practice from Burgos to the other participating cities happens at two levels: transnational and local. At transnational level – since the beginning of the project – we experienced the following exchanges which include peer review exercises and study visits on the field to facilitate the process of good practice transfer: Burgos Deep Dive - Technical visit to the “city providing the practice”. 1st staff exchange - “Devora es Burgos” 2nd staff exchange - “Chefs Exchange” 3rd staff exchange - “Zero Km producers exchange” 1 Transnational event organized in Fermo showing the partners “Tipicità 2014 Edition” 3 Transnational events in each participating city: Alba Iulia, Korydallos and L’Hospitalet de Llobregat At local level, we have established the Fermo ULSG in February 2014 presenting the project and its strategy during the assembly of Marca Fermana Association. We organized the following stakeholder meetings: 1st Stakeholder meeting – 3rd of April 2014

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In the first meeting and focus group we presented Burgos good practice and start to discuss about weaknesses and strengths of Fermo territory concerning eno-gastronomy tourism: Mind Mapping in the blackboard:

2nd Stakeholder meeting – 20th of June 2014 In the second meeting the steps undertaken so far in the Gastronomic Cities project were summarized. Then, the participants presented the exchange experiences in Burgos from their own point of view and we start a discussion about possible actions to implement from Burgos.

3rd Stakeholder meeting - 10 of November 2014 In the 3rd focus group, we analyzed with stakeholders the actions they proposed through the on-line questionnaire provided. Then, we prioritized the selected actions according to Fermo needs.

WEAKNESSES

STRENGTHS

1. Communication

2. Infrastructures

3. Lack of coordination

4. Parochialism

5. Lack of competences in hospitality

6. Lack of education

7. Lack of trust (bureaucracy, perception of

exclusive groups presence and activity)

8. Identity/identifiably

9. Marginal areas: in the province of Fermo

there are a lot of beautiful and excellent

locations, but some of them have been

completely abandoned. This aspect go to the

detriment of the entire community.

1. Typical products and Excellences (big

variety,

passion and dedication)

2. Diversified cultural tourism offer

3. The character of the people from Marche

seen

as a competitive asset

4. High quality of life (good weather

conditions, region with higher life expectation

in Italy, place where Mediterranean Diet was

born

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Furthermore, the University of Macerata involved students to collaborate to the development of the action plan through a problem-based learning approach foreseeing in-depth interviews with most proactive stakeholders.

4th Stakeholder meeting – 15th of December 2014 In the 4th meeting the University students presented their work and their proposals on the action plan. Students were divided in 5 groups work, according to the following topics: Once in a lifetime – Tipicità at Milan Expo 2015 A winning choice: marketing and promotion Trust / Stakeholders Involvement and In-kind contributions Training and Learning Area Process Intergenerational exchange for the promotion of eno-gastronomic tourism Each working group provided suggestions and ideas for the Fermo LAP starting from data collected from interviews and questionnaires, following the URBACT transfer process methodology and needs expressed by the most relevant stakeholders. Ideas and projects were discussed with stakeholders to approve and finalize the drafting of the Action Plan.

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PROJECT OUTCOMES AND RESULTS

Baseline study defined Burgos gastronomic tourism model as a good practice of

innovative contribution to urban development based on gastronomic tourism. It

integrates reinvention of traditional gastronomy using provincial ingredients from

agriculture, food production and wine, developing structured tourist product with

gastronomy experience, culture, history and attractions and efficient marketing and

communication.

Assessment of resources showed that Burgos has all necessary gastronomic tourism

resources available:

• Several hundreds of restaurants and bars, high qualified chefs, cooks, sommeliers,

hoteliers, managers and 2 gastronomic schools.

• Generally known Burgos gastronomy, due to high quality agricultural, food products

and wines.

• 3 UNESCO monuments and attractions, new cultural and convention centers and

numerous city squares for organization of events.

• Basic development policies and Strategic Plan City of Burgos (APEBU) with more

than 60 public and private members and 12 years of experience.

• An easy access by highway, by air and by train.

Burgos project set some clear, realistic and measurable-visible targets:

• To develop innovative & creative gastronomic sector that will contribute to the

overall experience of citizens and visitors by combining culture, attractions and food

with wine.

• To improve the image of Burgos, to put it on the map of Spain as the city where

citizens enjoy living and visitors like to experience.

• To increase the number of visitors from Spain and abroad to generate more

revenues, jobs, production etc.

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During the project implementation in Burgos there were many traditional, new and ad

hoc events. Only in the CEG2013 year there were more than 40 events with

gastronomic, tourism and cultural content:

• forums about traditional gastronomy and agricultural products as raw material for

gastronomy,

• educational gastronomic courses as well as forums, discussions and workshops,

• many food and wine tasting, food competitions, etc.,

• the longest “morcilla de Burgos” – black pudding registered as Guinness record

being 187 meters long,

• Devora es Burgos, a tourism, gastronomic and cultural week visited by 7.700 people,

• CEG 2013 - Spanish capital of gastronomy in 2013 with national and international

media coverage which contributed the most to the recognition of Burgos food and

wines and Burgos city of experience in Spain,

• international wine tasting,

• participation on Spanish tourism and gastronomy fairs, exhibitions and competitions.

Besides a few big events national/international dimension many small events were

organized that jointly contributed to the targets. These events gave the opportunity to

expose small rural producers of food products, suppliers to restaurants, wine producers,

chefs and gastronomic schools, hospitality sector, culture, convention business, the city

itself and inhabitants. Project was well promoted and had very strong support by

communication and PR.

Burgos project became in fact gastronomic movement in the city and province with

new participants, new ideas, more energy and more expectations. Project became

sustainable with follow-up activities, city networking nationally and internationally,

development of new projects and extending marketing and promotion.

The city of Burgos considers that transfer of good practice based on gastronomy:

• It is easy to understand and to be embraced by stakeholders.

• All territories have gastronomic elements, primary resources as well as professionals

to develop and implement a joint tourism and gastronomy strategy; urban

gastronomic tourism gives multiplier effects on rural development in wider area.

• The relationship between tourism, gastronomy and culture is in the DNA of all

territories and basis for experience tourism and economy.

• No need for big investments and new policies.

• Gastronomic tourism can be developed and can give results on the short – medium

term.

• Visible results on short term help to achieve consensus among city stakeholders

about major questions of strategic development and policy and contribute to

governance improvement.

Feasibility study gives the answer for each receiving city in Gastronomic cities project

how and to what extent Burgos good practice can be efficiently transferred, adopted

and implemented.

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Figure 1: Burgos gastronomic good practice – 5 pillars

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FERMO FEASIBILITY STUDY

Municipality of Fermo has 38.000 inhabitants. It is the leading city of the province,

reference point for 39 province municipalities. Entire province of Fermo has 180.000

inhabitants. Biggest cities in the range of attraction are characterized by sea tourism:

- Porto San Giorgio - 16.000 inhabitants

- Porto Sant’ Elpidio – 25.000 inhabitants

Tourism and gastronomic tourism represent fundamental axis of development both for

Fermo Province and for the whole region.The total number of tourist arrivals in Fermo in

2012 is 82.759 with 889.627 overnights. About 5.400 are international arrivals of tourists

with their 30.000 overnights. The peak season is July and August with 34% of all arrivals in

a year. In Fermo province tourists have at disposal several Bed & Breakfast, Ecological

Residence, Country Houses and agri-tourism where tourists could enjoy typical wine and

food. In particular agri-tourism represents tourism offer where people are hosted on an

agricultural establishment-farm and where wine and food mainly origin from their own

production. Since more than 20 years agri-tourism represents a building block for the

development of gastronomy and rural tourism in the region allowing the development

of typical food and wine sector.

Fermo Province has a rich gastronomic history, many products represent also cultural

heritage and are promoted on national and international level. Wine and Food chain

development is considered as an important development axis to support eno-

gastronomic tourism.

Fermo Municipality and Province have Department for tourism which contributes to the

promotion of enogastronomic tourism and organizes several events throughout the

year attracting visitors and citizens to experience local food and wine.

Mapping Fermo with Burgos good practice

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Fermo situation was compared with Burgos gastronomic tourism model with the same

methodological tool for all cities - mapping charts which are shown on the following

pages. As stated in baseline study Fermo is highly developed tourism destination with

well known food and wine, attractive countryside, craft products and hospitality. What

can we summarize from these charts?

Fermo Challenges

Challenges that Fermo addresses in Gastronomic cities project are well developed and

go beyond challenges that all other Partners address (like economic crisis,

development of complex tourism offer, image of the city and city governance). Fermo

addresses also:

• Synergy among handicrafts and enogastronomy

• Cooperation and synergy of actions of agriculture and food with HORECA sector

• Integration of city cultural heritage with gastronomic sector

• Wellbeing, healthy food, eco food production

• Attraction of investment in the city/province

Fermo is making in this respect significant step ahead of only gastronomic tourism

development linking city/province culture, handicrafts, tourism and gastronomy in a

complex tourism offer of destination. They address also challenges of quality of life in

the city with improvement of the atmosphere in city center and with healthy, natural

and ecological food production.

Fermo Resources

Resources and mechanisms available in Fermo are more than fulfilling project

requirements.

Resources:

• Historical and cultural assets

• High quality and skilled chefs, sommeliers, hoteliers and manager, number of

restaurants and known traditional gastronomy

• High schools for tourism, hotel and F&B management, agriculture

• High quality and variety of agricultural and food products and wine

• The origin of trade mark: Made in Italy with internationally known craft products

(shoes, hats, etc)

• University supporting development, management, project development and

implementation, education and trainings

Main Guiding documents in Fermo:

• Tourism development strategy and tourism marketing.

Organization as a stakeholder platform:

• Marca Fermana with broad stakeholder group and long tradition

• Tipicita’ organizers

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Budget available:

• Intensive and efficient mobilization of EU funding, with in-kind contribution and

volunteering

Fermo exhibits strong financial and organization support to Gastronomic cities project

implementation as well as to provide sustainability of activities after project ends. Fermo

has tourism development and marketing strategy with gastronomy included and rich

bundle of resources that enable to develop experience tourism and experience

economy.

Fermo Targets

Targets of Burgos good practice transfer to Fermo are set clearly and follow Burgos

model;

Fermo, like other cities in the project could also set additional target: development of

gastronomic movement in the city which would represent the leading power of

knowledge, strategic ideas, and cooperation of different stakeholders, opinion maker

and lobbying spirit in the city and in province of experience based economy and

tourism with gastronomy as key sector.

Fermo Results and Impacts

Results and Impacts that are expected during the project duration and after that are

set reasonably ambitious, following Burgos good practice with some additional specific

results for Fermo:

• A balance of tradition and innovations in food production, synergy among cultural

activities and enogastronomic tradition.

• Synergy and cooperation among agriculture and food producers and HORECA

sector

• Diversification of businesses and activities in rural areas

• Increase of media impact

It would be reasonable to discuss and divide short term and medium term targets and

impacts of the project in the LAP (Local Action Plan), as project last only 15 months.

Medium term results and impacts cannot be achieved in the project duration. Thus, we

propose to take into account this fact in LAP that will follow Feasibility study.

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Fermo Activites

Activities that Fermo plan are more clear, concrete and in line with phases foreseen in

the project model. These activities should be further elaborated in LAP and divided

also on short term and medium term, as in the period of project implementation time

and resources are limited to perform a complete plan.

This plan of activities supports the need to improve city life (street food, events in the

city canter, etc..); integration of culture, tourism, gastronomy handicrafts and rural

areas in Fermo province (visit of vineyards, literary events, cultural routes, farms

experiences, etc); more efficient marketing tools (travel guides, web marketing, on-line

platforms, etc); competitions of chefs locally, nationally and internationally; education

and training linked with research and implementation.

LESSONS LEARNT FROM BURGOS GOOD PRACTICE PEER REVIEW AND STAFF

EXCHANGE VISITS TO BURGOS

Fermo and his delegation visited Burgos for peer review – Deep Dive and 3 staff

exchange meetings: Devora es Burgos – gastronomic, tourism and cultural event; chefs

exchange meeting with chefs, culinary schools and restaurants and 0 kilometer

meeting with wine, food and agriculture products producers that support Burgos

gastronomic offer. This was an opportunity to learn more in details Burgos good

practice and to map it, comparing it with the situation in the receiving city and to

evaluate possibilities for efficient transfer of this good practice. Besides, these visits were

attended also by other project partners so it was also an opportunity to exchange

views, observations, and experiences among Partners themselves. These visits enabled

Partners also to foresee what needed to be adapted for transferring Burgos good

practice to their cities.

Fermo is well developed; IT can be compared with Burgos and has even some

advantages compared to Burgos gastronomic tourism. The city and neighbourhood

have a long tradition in gastronomy, agriculture and food production on land and from

the sea, wine, powerful organization Marca Fermana, substantial financial resources

from EU funds, significant demand from big Italian cities, highly developed summer

tourism only few kilometres out of Fermo and internationally recognized Made in Italy

brands. Tipicita’ gastronomic agricultural event has a tradition of 20 years.

Gastronomic cities project is thus an additional push to develop gastronomic tourism in

Fermo. Stakeholders see the possibility to organize another big event besides Tipicita’,

to organize smaller events in city centre, to organize “travelling” events also in other

cities in Marche region, rather than only in Fermo. The contents of these events would

also be further developed, including cultural heritage and events, crafts exhibition and

sales, visits of crafts outlets, visits of vineyards, farm houses in countryside etc. This is

especially important to extend summer tourism season with attractions, products and

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experience based offer in Fermo and in the province. All this would contribute to

sustainability of events. Additionally, Fermo sees the possibility to make events more

efficient and sustainable in further image development and cooperation with tour

operators in order to attract more visitors.

Fermo stresses that networking of food producers, tourism suppliers and events in the

province should be more supported and promoted by administration and business

sector (associations and individual suppliers). Image and brand development,

promotion, marketing and sales should also be more supported by administration as

there is high competition on the market, more e-tools should be used in this respect and

niche markets identified.

We can see that Fermo developed also several attributes to perform as good practice

and share these findings and experiences with all other PPs. But they also know that

there is continuous need for improvements, innovations and more work. So, they

consider the University and other education and research institutions as important

stakeholders and allies in strategic planning and implementation processes. On this

basis LAP – Local Action Plan will be developed and will position Fermo as a cultural

gastronomic tourism destination with known crafts products and attractive developed

countryside.

FERMO feasibility analysis show that for preparation of LAP – Local Action plan additional activities need to be included in Fermo mapping charts. Figure1: Fermo additional activities

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GASTRONOMIC CITIES PROJECT RESULT INDICATORS

RESULTS INDICATORS Value at

Dec 2013

Expected value at Feb 2015

Expected value at 2018

Source

1. IMPACT Indicators

1.1. Number of restaurants & bar 189 (only restaurants). Data for bars N/A

Unvaried. Data available actually demonstrate that, due to the crisis as well as to a bad summer season, there should be no increasing concerning number of restaurants and bar.

200 Statistical Office

1.2. Number of seats in restaurants & bars

N/A N/A Statistical Office

1.3. Number of visitors to the city 83907 According to the statistics available for the first semester of 2014, the trend is slightly negative as to what concerns incoming tourism. Therefore, no relevant changes are supposed to happen in 2015 concerning the overall number of visitors, which should remain essentially unvaried.

Around 100.000 Statistical Office

1.4. Number of foreign visitors to the city

6689 Essentially unvaried. Explanations same as above. 9000 Statistical Office

1.5. Number of nights spent by visitors in the city

10 10 10 Number of nights is assumed to be unvaried as short-break vacations are increasing.

Statistical Office

1.6. Number of nights spent by foreign visitors in the city

7 7 7 Unvaried. Explanations same as above.

Statistical Office

1.7. Presence of gastronomic tourism in media (% increase)

0,5%italians 4,8%foreigners. Average: 1%

1% 3% Survey of Tourism Office/External

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1.8. Gastronomy as the motiv for visitors (% increase)

1%(as above)

1%

2% thanks to the effect of EXPO 2015 and the promotion actions carried out by Tipicità.

Survey of Tourism Office/External

1.9. Satisfaction of citizens with gastronomic offer (% increase)

N/A N/A Survey of Tourism Office/External

1.10. Satisfaction of visitors with gastronomic offer (% increase)

Italians 7,9 foreigners 8,2 in a scale from 1 to 10

Unvaried 2% Survey of Tourism Office/External

1.11. Image of receiving cities in the country improved (% increase)

0.5% 2% Survey of Tourism Office/External

1.12. Perception of importance of gastronomic tourism in city administration&politics (% increase)

Importance of gastronomy is widely recognized, thanks to Tipicità and other relevant events. Need to push more on tourism side.

3% Tipicità will be the showcase for Marche in the World EXPO 2015 in Milan, where the focus will be on 'Feeding the Planet, Energy for Life'. Since September 2014. Tipicità organizers are promoting the Marche region 'grand tour' and will bring these experiences to the EXPO. This opportunity will increase the visibility of the Province of Fermo, especially as to what concerns enogastronomy importance for local development and city administration & politics are aware of that. Moreover, new European funds will be available to the Marche region for the POR 2014-2020 (Rural Development Program). Thanks to all these aspects, relevance of enogastronomy for local development is going to raise for city administration and politics.

5% Survey of Tourism Office/Extenal

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FERMO LOCAL ACTION PLAN

RESEARCH AND INVESTIGATION TO DEVELOP FERMO LAP

In order to understand the main activities to be planned in FERMO Local Action Plan (LAP), we considered both the suggestions received from the “project transfer model of gastronomic and gastronomy related activities” and the background of previous steps carried out during the project and described in the “introduction” section. The project transfer model is based on the following group of gastronomic and gastronomy-related activities identified and elaborated in Burgos good practice: Product development, Traditional events, International & national events, Competitions, Education & Training and Marketing & promotion Figure 2: project transfer model gastronomic and gastronomy activities

Thus, an online survey carried out in autumn and discussed in the third local

stakeholders' meeting, investigated stakeholders’ preference for the activities outlined

in “Fermo Gastronomic Development Model”. Here below a summary of the main

results is reported. A huge interest for all proposals is quite evident. Some activities

collected a very high appreciation: “farm visits / tour and tasting”, “Events in Fermo City

MARKETING & PROMOTION: • TOURISM & GASTRO

FAIRS • NATIONAL & INT'L MEDIA

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Centre involving local businesses”, “Increasing relationship between education,

research and business”. Anyway, except “Literary events linked to gastronomy or to

local brands” and “white gastronights”, all the options get on average more than 4

points over 5.

Figure 3 - Stakeholders’ preference for future activities: survey results

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A further research has been carried out involving students and professors of the

University of Macerata, Tourism degree course. The course in “Rural tourism and

marketing strategy” taught by prof. Alessio Cavicchi has been devoted to study the

case of Fermo Gastronomic City, linking the content of the whole course to the

potential strategic solutions to be adopted by the Municipality. The course has been

particularly prolific in light of the presence of Prof. Richard Robinson, visiting professor

from the University of Queensland (Australia), well-known expert in the topic of Food

tourism (a recent book http://goo.gl/e2Zzu5 ). He dedicated 15 hours in-class, firstly

explaining the concept of “Problem-based learning” approach and then working with

students divided in different teams to explore in-depth the problems suffered by the city

of Fermo and to propose some solutions. In fact, this method of education is a student-

centered approach, where students learn about a subject through the experience of

problem solving.

Thus, students have been involved in a real project and had the chance to interview

many stakeholders taking part to exchanges and to the ULSG meetings.

After a reflection and a first presentation in-class, all the proposals have been discussed

during a public meeting hold on December 15th in Fermo.

Some topics such as the need for education and training and the concept of mutual

trust among stakeholders have been particularly stressed by students, together with the

role of Tipicità Festival during the EXPO Milan that will be a great chance for Italy to

increase touristic flows linked with the main theme of the International Exhibition that is

“Feeding the world, energy for life”.

A huge amount of data has been collected considering in-depth interviews, focus

groups, secondary data like newspapers articles and official documents from the

municipality or the regional government. These outcomes will be available for the next

public administration that will be elected during the next spring, in order to plan and

support the project follow-up.

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At the end of the meeting a positive feedback from all the stakeholders has been

ascertained and particularly the consciousness of the importance to bring a mutual in-

kind contribution.

For this reason, the first activity that has been planned before the end of the project is

“Tipicità in città”. The consolidated food event and exhibition that takes place every

year during spring time in a pavillon outside the city wall, starting from the next edition

(from 7th to 9th March 2015) will have an appendix in the town centre, involving local

businesses and exploiting the wonderful historical buildings and arts.

To sum up, according to the empirical evidences emerged during the whole duration

of the project, the Local Action Plan flagship initiatives are reported here below. In the

Appendix it is possible to retrieve all activities mentioned by stakeholders during the

ULSG meetings.

1.Product development

Action 1.1: Farm visits / tour and tasting walk into vineyards while tasting wines

Character: Local, Regional, National, International.

Date, duration: This activity will start during spring 2015 and continue all year long (2 years

testing).

Target groups: Foodies Gourmet , Schools.

Organizer: Agricultural Trade Association, Tour operators in cooperation with regional tourism

promotion #destinazionemarche.

Team Leader: Agricultural Trade Associations.

HR needed: Part time employee for communication and planning of visits, database of offer

and calendar updating.

Budget needed: €10.000 yearly.

Expected results: > of Agritourism presence; > of tourists number also in low season; Support

in the promotion of local wine.

Milestones: tourism experience.

To be repeated: yes, as part of the territorial tourism offer.

Monitoring and evaluation: n. of tourists; n. of schools involved; n. of wineries involved.

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Whom to report: Associated farmers; Regional authority.

Follow up: on a continuous basis.

Activity 1.2 Cooking class held in agritourism and in Fermo City Center Historical Building

/Hotels/ B&B

Character: Local, Regional, National, International.

Date, duration: This activity will start during spring 2015 and continue all year long (2 years

testing).

Target groups: Foodies, gourmet

Organizer: Chef Association; Agricultural Trade Association; Ho.re.ca Association; Hotels, B&B

Association; Tour Operator in cooperation with regional tourism promotion

#destinazionemarche

Team Leader: Chef Association

HR needed: Part time employee for communication and planning of visits, database of offer

and calendar updating.

Budget needed: €10.000 yearly

Expected results: > of Agritourism presence; > of Hotels/B&B presence ; > Promotion of local

productions & food

Milestones: Tourism experience; Food Quality.

To be repeated: yes, as part of the territorial tourism offer.

Monitoring and evaluation: n. of tourists participating to the activities; n. of

agritourism/Hotel/B&B offer; n. of classes held.

Whom to report: Associated Farmers; Regional authority.

Follow up: on a continuous basis.

Activity 1.4 Tipicità in the City

Character: Local

Date, duration: 7-8-9 March 2015.

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Target groups: Sector operators; Tourists; citizens.

Organizer: Municipality of Fermo/ Tipicità management; Unit sector operators (FERMO ULSG).

Team Leader: Municipality of Fermo.

HR needed: Project manager for event planning and management; Communication

manager for promotion and dissemination.

Budget needed: € 10.000

Expected results: > of City Centre valorisation; >citizens and operators participation and

engagement.

Milestones: City centre valorisation; stakeholders and community engagement.

To be repeated: Yearly, contextually to Tipicità organisation.

Monitoring and evaluation: n. of businesses involved in the city centre; n. of business

associations.

Whom to report: Regional authorities; Gastronomic Cities Network; Citizens.

Follow up: Yearly, contextually to organisation of Tipicità Made in Marche Festival.

2.International Activities

Activity 2.1 Fermo Creative City of Gastronomy.

Character: International

Date, duration: Candidature to UNESCO network of Creative Cities in the section to be

presented in march 2016

Target groups: Sector operators; Citizens; Tourists.

Organizer: appointed committee involving: sector operators; Local Authorities; Universities;

start-ups; research centres.

Team Leader: Municipality of Fermo

HR needed: 2 Technical Experts for the submission and management of the candidature if

approved for the activities management.

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Budget needed: Euro 7.000 for the candidature process. Euro 15.000 for the management

and activities implementations.

Expected results: >International visibility of Fermo as a reference city for quality gastronomy;

>number of tourists; >attractiveness of the City to host international events linked to food.

Milestones: Image improvement and brand positioning; Access to international food

networks.

To be repeated: If approved there are several actions to be implemented: -Networking at

international level with other members of the city; Joint activities, exchanges.

Monitoring and evaluation: n. of tourists; n. presence on specialized press; n. Contacts and

activities done at international level.

Whom to report: Committee; Citizens; Sector Operators.

Follow up: Actions to have relevant role in the network.

Activity 2.2 Fermo Territory as a reference point in international networks dealing with

Mediterranean Diet (focus on Adriatic and Ionian Macroregion)

Character: Local, National, International.

Date, duration: Staring from 2015, as a permanent activity.

Target groups: Foodies, Gourmet, Students Researchers, Nutritional Experts, Institutions.

Organizer: Associations involved in the promotion of the Mediterranean Diet, Fermo Territory

Local Authorities, Sectors Associations, Museum (e.g. ecomuseo Valle dell’Aso).

Team Leader: Piceno Laboratory for the Mediterranean diet.

HR needed: Experts involved already in the related project with the support of a

communication expert.

Budget needed: According to events / conference/initiatives organized.

Expected results: >Territory visibility: > Local Food and culture valorization.

Milestones: Reference point for Mediterranean Diet (Valorize 7th country studies, etc.).

To be repeated: continuous activities.

Monitoring and evaluation: n. of events organized linked to Med. Diet value/principles.

10

Whom to report: Regional/National/International Institutions.

Follow up:

3.Marketing and promotion

Activity 3.1 Website “Fermo City of Gastronomy”

Character: Local, National, International.

Date, duration: 2015 as a starting point for candidature and collector for the public and

private initiatives linked to the food.

Target groups: Tourists, Citizens, Sector Operators.

Organizer: Municipality of Fermo in cooperation with: Sector Association Not for profit

Associations for the valorization of enogastronomic tourism and food culture. Website should

be strictly interlinked with regional tourism promotion #destinazionemarche

Team Leader: Municipality of Fermo.

HR needed: 1 web developer, Expert for website management and updating.

Budget needed: 8.000 Euro for website setting up and yearly management.

Expected results: >Visibility at National/EU and International level; >More attractive territory

for specialized press.

Milestones: Image improvement & brand positioning

To be repeated: If candidature is approved the website would be the main tool for

communication&marketing; a platform for innovative projects, start-up, food related

initiatives, exchanges at international level.

Monitoring and evaluation: n. of visits to the website; n. of projects and initiative uploaded; n.

of private initiative s/enterprises involved.

Whom to report: Committee; Citizens; Sector Operators.

Follow up: Website maintenance and enhancement.

Activity 3.2 Strategic Presence in Social Network (improvement of Tipicità social networks

tools)

11

Character: Local, National, International.

Date, duration: Starting form 2015.

Target groups: Foodies, Gourmets.

Organizer: Municipality of Fermo/ Tipicità organizers.

Team Leader: Tipicità organizers.

HR needed: Social media manager following communication & social networking tool

communication and planning of visits, database of offer and calendar updating.

Budget needed: According to social media manager activities.

Expected results: >increased visibility of Tipicità on social networks; >Catalyst effects on

Instagramers, travel and foodies bloggers.

Milestones: Image improvement & brand positioning.

To be repeated: Constant activities.

Monitoring and evaluation: >Tipicità in social networking tools; > Communication&promotion

activities at low cost.

Whom to report: Municipality Regional Authority.

Follow up: Constant activity.

4.Competition

Activity 4.1 Invitation of foreigner chefs for competitions on local products

Character: Local, National, International.

Date, duration: 2017

Target groups: Foodies, Gourmet,Sector expert, journalist, bloggers.

Organizer: Municipality of Fermo; Chef Association; HO.RE.CA Sector.

Team Leader: Chef Association.

12

HR needed: Events manager

Budget needed: According to the events organized

Expected results: > promotion of local food/products and traditional receipt and dishes.

Milestones: > raising awareness on local product , food quality

To be repeated: Exploiting events already organized in the territory

Monitoring and evaluation: n. of events organized; n. of foreign chef involved.

Follow up: Exploit Tipicità yearly organization

13

CONCLUSIONS

Comparing success factors of Burgos project and conditions for efficient transfer with

situation in Fermo we can summarize and conclude that:

• Fermo now has a specific strategic document where gastronomy and tourism are

linked with culture, as one of the pillars for city and province economic and social

development.

• There is evident political commitment and support to gastronomic tourism

development from the municipality and province administration, although the

instability of the political situation at local level does not always allow to pursue long

term strategies.

• There is the potential for a strong Destination Management Organization – Marca

Fermana DMO - but there is a need to further strengthen inter-sectorial cooperation,

such as between local food suppliers, actors in the gastronomic sector and

hospitality managers.

• “Mutual trust” among stakeholders has been detected as both a current social

problem and an essential issue to be solved for effectively planning and developing

tourism strategies

• The suggestions received by Burgos as Giving City to stress the importance of in-kind

and reciprocal contribution, has been perceived by all the stakeholders as a crucial

step to follow

• Internal and external efforts for communication and promotion are strong, but

players in this sector are aware of the necessity to use new e-tools, looking for niche

markets and cross marketing opportunities.

• The whole project has been important to increase stakeholders’ self-consciousness

about the presence of huge cultural heritage and tradition. Stakeholders have

been proud to take part to this international project, through a strong and tireless

dialogue with the local team, interacting with the university and participating to

staff exchanges.

• Authors are confident that targets and expected results of this LAP can be clear and

realistic, based on the improvement of already existing successful situations.

In light of the previous suggestions, Fermo has the potential to increase the quality of

hospitality granted to food and gastronomic tourists, working on professional skills,

brand development, cooperation with University and knowledge centers and

preparation of projects to get EU funding.

14

GASTRONOMIC CITIES PROJECT PARTNERS BURGOS – LEAD PARTNER Burgos is situated in the north-central part of Spain with a populationof 180.000 inhabitans, It is only 2 hours and 30 minutes from Madrid Airport (Barajas). The legacy of Burgos in the history of mankind has no limits. There are few cities that meet three listed World Heritage Sites: The Cathedral f Burgos, the SantiagoPilgrims´ Way and the Atapuerca site. Very near the symbol of the city, theCathedral, stands the Human Evolution Complex formed by the Museum of Human Evolution, the National Research Centre and the Convention Centre, designed by the prestigious architect Navarro Baldeweg. Burgos had the honor of being the Spanish Capital of Gastronomy in 2013. The city was awarded Science and Innovationcity in Spain 2012 and one of thecandidate cities to become European Capital of Culture 2016. The enviable geographic location of the city and its new infrastructure make it a business hub of the highest level of excellence.The twoIndustrial Estates in Burgos are home to approximately 1,500 companies and their transport connections are unbeatable. FERMO City of Fermo, the provincial capital with 38,284 inhabitants is located in Marche Region in the centre of Italy at an altitude of 319 m a.s.l., few kilometres far from the Adriatic Sea. Fermo, once a Roman Colony, has always been the most important centre of the district for its abundant history, for the presence of historical-artistic evidence, for the industrial activities (shoes, hats, fashion), agrofood production and for the tourist and cultural initiatives. The territory is the result of a great synthesis of sea and hills and goes from ample beaches to amazing historical city centre in a panoramic position over the Adriatic. www.comune.fermo.it KORYDALLOS The city of Korydallos is located at the southern part of Greece, at the southwest of Attica region as one of main urban suburb of the metropolitan area of Athens. Its population is estimated at 63.445 inhabitants. The administrative limits of the city are 5,41 km2, of which 2,94 km2 constitute the residential area which is organized into 10 Planning Units that are heterogeneous both in size and population. An important element in local economic activity is services. Commerce, restaurants and café present particularly dynamism being the main economic activity within the limits of the city. ALBA IULIA Alba-Iulia is a medium-sized Romanian city with 63 000 inhabitants situated in the heart of the historical region Transylvania. The long history of the city has left Alba Iulia with rich historical heritage. An important tourist attraction is the Alba Carolina Citadel built between 1714 and 1739 with walls 12 kilometers long. In 2012 Alba Iulia received from the European Commission the title of European Destination of Excellence, for the conservation and rehabilitation works made on the local historical and cultural heritage. Tourism is one ofthe most relevant sector aimed fo the development of locale economy. The city maintains also a range of traditional industries - a predominan porcelain industry, and other activities related to food processing, textile manufacturing or metal working, etc. According to the World Bank

15

and the Moody’s Rating Agency, Alba Iulia Municipality is a city with a strong institutional capacity for planning urban development and attracting financing resources for urban policies and projects. L’ HOSPITALET L’Hospitalet de Llobregat is located in the coastal plain, between Baix Llobregat, industrial zone, and the city of Barcelona. It is a Mediterranean city. Traditionally, L'Hospitalet was an agricultural town. In the early twentieth century, the city experienced a huge industrial development and a spectacular growth. L’Hospitalet became the second most populous city of Catalonia, after Barcelona, with nearly 260,000 inhabitants. In the late nineties, l'Hospitalet began its second major transformation to become a modern town and an attractive city to develop new economic activities. With its fantastic geographic location, allows easy access to theairport, and these a-port at the “Zona Franca” in Barcelona (logistic activities zone). The "Fira" conference congress facility attracts a huge amount of businesses and visitors. L'Hospitalet is focusing on higher education and keeps a close collaboration between thecity and theUniversity of Barcelona. The characteristic spirit of thecity make the citizens: 47.3% are born in Catalonia, 25.3% from other Spanish regions and 27.4% were born abroad. HORECA sector (Hotel, Restaurant and Cafeteria) is nowadays, one of strategic sector for future city development which is also now one of the most vivid economic sectors. LEAD EXPERT – Mr. JANEZ SIRŠE Mr. Janez Sirše has a long career in administration, education and business development. He has rich experience in research, development and consulting for public and private sector. He was also director of Center for Tourist Promotion, Minister of Tourism of independent Slovenia and latest secretary general of Government Councilfor Tourism. In 1993, Mr. Sirše founded National Tourist Association and together with leading Slovenian tourism companies in 1998 International T ourism Institute. Since 2013 he has been also lecturing at the University of Ljubljana – Faculty of Economics in Ljubljana and the Faculty for Commercial and Business Sciences in Celje. With his knowledge, experience and managerial skills. Mr Sirše has been working for last 15 years in international projects as team leader and expert in tourism, culture and social integration. He prepared and mplemented many strategic development and policy documents, administrative, marketing and business organization structures, marketing plans and innovative programmes and products on national, regional and local level. He is frequent speaker and moderator on international conferences, forums and meetings. Mr Sirše is experienced in working in multicultural and multilingual teams and has been working mainly in European Union, South-EastEurope and Caucasus. CONTACT Ms.RocioRojoArauzo City of Burgos Project manager e-mail: tecnico@burgosciudad21.org Mr. JanezSirše Lead expert e-mail: janez.sirse@ntz-nta.si

16

URBACT is a European exchange and learning

programme promoting sustainable urban

development. It enables cities to work together to

develop solutions to major urban challenges,

reaffirming the key role they play in facing

increasingly complex societal challenges. It helps

them to develop pragmatic solutions that are new

and sustainable, and that integrate economic,

social and environmental dimensions. It enables

cities to share good practices and lessons

learned with all professionals involved in urban

policy throughout Europe. URBACT is 181 cities,

29 countries, and 5,000 active participants.

www.urbact.eu/project

17

ANNEX 1 - LAP ACTIVITIES Product Development

Marketing name

of

Activity

Character:

national

International,

regional,

local

Date,

Duration

Visitors Target

group

Organizer Team leader HR needed Budget

needed

Expected

Results

Milestones To be

repeated

M&E Whom to

report

Follow up

Farm visits / tour and

tasting” walk into

vineyards while tasting wines

Local,

Regional,

National,

International

Starting in

2015. All year

long

Foodies

Gourmet,

Schools

Agricultural

Trade

Association

Tour

operators

in

cooperation

with regional

tourism

promotion

#destinazion

emarche

Agricultural

Trade

Associations

Part time

employee for

communicati

on and

planning of

visits,

database of

offer and

calendar

updating

10.000 euro

yearly

> of

Agritourism

presence

> of tourists

number also

in low season

Support in

the

promotion of

local wine

Tourism

Experience

Part of the

territorial

tourism offer

n. of tourists

n. of schools

involved

n. of farms

involved

n. of wineries

involved

Associate

d

Farmers

Regional

Authority

On a

continuous

basis

Cooking class

held in agritourism and

in Fermo City Center

Historical Building

/Hotels/ B&B

Local,

Regional,

National,

International

Starting in

2015. All year

long

(2 years

testing)

Foodies

Gourmet

Chef

Association

Agricultural

Trade

Association

Ho.re.ca

Association

Hotels, B&B

Association

Tour

Operator

in

cooperation

Chef

Association

Part time

employee for

communicati

on and

planning of

visits,

database of

offer and

calendar

updating

10.000 euro

yearly

> of

Agritourism

presence

> of

Hotels/B&B

presence

> Promotion

of local

productions&

foods

Tourism

Experience,

Food Quality

Part of the

territorial

tourism offer

n. of tourists

n. of

Agritourism/

Hotel/B&B

offer

n. of class

held

Associate

d

Farmers

Regional

Authority

On a

continuous

basis

18

with regional

tourism

promotion

#destinazion

emarche

Team building

experience

linked to food

/cooking in

agritourism/

B&B, Charme

Hotel /Historical

Building

Local,

Regional,

National,

International

Starting in

2015 All year

long (2 years

testing)

Enterprises

Association

Ho.re.ca.

Association

Chef

Association

Volunteer

Association

(involving

e.g. elderly

people)

Hotels/B&B,

Team

Building

activities

professionists

Producers

Training

Agencies

Tour

Operators,

Travel

Agencies

Chef

Association

Part time

employee for

communicati

on and

planning of

visits,

database of

offer and

calendar

updating

10.000 euro

for activities

setting up

>Knowledge

of the

territory and

local food

culture and

story

> specific

target

specialization

> Increase of

presence in

low season

Food Quality

Culinary

Tradition

Part of the

territorial

tourism offer

n. of

enterprises

and people

involved

n. of chef

involved

Ho.re.ca

/chef

Associati

on

Regional

Authority

On a

continuous

basis

Tipicità in the

City

Local Starting from

7 – 8 – 9

march 2015

I Edition of

Tipicità in the

City

On a yearly

Sector

Operators

Tourists

Citizens

Municipality

of Fermo

/Tipicità

Mangement

Unit

Sector

Operators

Municipality

of Fermo

Project

Manager for

event

planning and

managemen

t

10.000 euro > of City

Centre

valorisation

>citizens and

operators

participation

City Centre

Valorisation

Stakeholders

and

Community

Engagement

Yearly

contextually

to Tipicità

organization.

n. of

businesses

involved in

the city

center

n. of

Regional

Authoritie

s

Gastrono

mic Cities

Network

Citizens

Yearly

contextually

to

organization

of Tipicità

Made in

Marche

19

basis. (FEMO ULSG) Communicati

on Manager

for promotion

and

dissemination

and

engagement

Link among

culture

attractions

and local

food and

productions

businesses,

association

Festival.

20

International Activities

Marketing

name of

Activity

Character:

national

International,

regional,

local

Date,

Duration

Visitors Target

group

Organizer Team leader HR needed Budget

needed

Expected

Results

Milestones To be

repeated

M&E Whom to

report

Follow up

Fermo

Creative City

of

Gastronomy

International Candidature

to UNESCO

network of

Creative

Cities in the

section to be

presented on

march 2016

Sector

Operators

Citizens

Tourists

Appointed

Committee

involving:

Sector

Operators,

Local

Authorities,

Universities,

Start-up,

Research

Centres.

Municipality

of Fermo

2 Technical

Experts for

the

submission

and

managemen

t of the

candidature

if approved

for the

activities

managemen

t.

Euro 7.000 for

the

candidature

process.

Euro

15.000 for the

managemen

t and

activities

implementati

ons.

>Internationa

l visibility of

Fermo as a

reference

city for

quality

gastronomy

>number of

tourist

>attractivene

ss of the City

to host

international

events linked

to food

Image

improvement

& brand

positioning

International

food

networks

If approved

there are

several

actions to be

implemented

:

- Networking

at

international

level with

other

members of

the city

- Joint

activities,

exchanges

n. of tourists

n. presence

on

specialized

press

n. Contacts

and activities

done at

international

level

Committee

Citizens

Sector

Operators

Actions to

have relevant

role in the

network.

Fermo

Territory as a

reference

point in

international

networks

dealing with

Mediterrane

Local,

National and

International

Staritng from

2015, as a

permanent

activities

Foodies,

Gourmet,

Students

Researchers,

Nutritional

Experts,

Institutions

Associations

involved in

the

promotion of

the

Mediterrane

an Diet,

Fermo

Piceno

Laboratory

for the

Mediterrane

an diet

Experts

involved

already in

the related

project with

the support

of a

communicati

According to

events /

conference/i

nitiatives

organized.

>Territory

visibility

> Local Food

and culture

valorisation

Reference

point for

Mediterrane

an Diet

(Valorize 7th

country

studies, etc..)

Continuous

Activities

n. of events

organized

linked to

Med. Diet

value/principl

es

Regional/Nat

ional/Internat

ional

Institutions

21

an Diet.

(focus on

Adriatic and

Ionian

Macroregion

)

Territory Local

Authorities

Sectors

Associations.

Museum (e.g.

ecomuseo

Valle

dell’Aso)

on expert

22

Exploit

already

existing

twinning with

other EU and

International

Cities

focusing on

gastronomy

exchange

and

valorisation

International Starting from

2015

Other Cities,

Potential

Visitors and

Tourists

City of Fermo

Association

for territory

promotion

Association

for twinning

promotion

City of Fermo Project

Manager

According to

the events

organized

(Possibility to

apply to EU

funds for

twinning on

relevant call

if available)

> visibility of

Fermo City

> networking

activities for

exchange

and

improvement

Networking,

exchange

and

improvement

Events could

be repeated

according to

twinning

funds and

experience

n. of events

linked to

enogastrono

my organized

in twinning

experience

23

Traditional events

Marketing

name of

Activity

Character:

national

International,

regional,

local

Date,

Duration

Visitors Target

group

Organizer Team leader HR needed Budget

needed

Expected

Results

Milestones To be

repeated

M&E Whom to

report

Follow up

Aggregation

and cross-

fertilization

actions

among Local

Typical Food

events

(Sagre)

Images

improving

under a

common

platform and

logo.

Local,

national and

International

Starting from

2015 on a

permanent

basis

Foodies,

National

/Foreign

Tourists,

Citizens and

local

population

Territory

tourism

promotion

Association (

Marca

Fermana)

Proivince

Municipalities

, Producers

Association

Volunteers

Pro-Loco

Associations

Marca

Fermana

Technical

expert for

data

collection

and

elaboration.

Marketing/C

ommunicatio

n Experts for

common

image

development

and

coordinate

promotion.

20.000 >Quality

perception of

local events

> Product

quality and

territory

branding

Attractive

local food

events

Yearly,

providing a

common

brand and

image

improvement

of local food

festival

> tourism

presence in

local food

events

Regional

Authority

Territory

Institutions

and

Municipalities

Involved

Associations

(Pro-loco)

Citizens

To be

repeated

yearly

Exploiting

existent travel

guides and

tourism

materials by

the means of

web

marketing

and social

Local,

national and

International

Starting from

2015

Foodies,

Foreign

Tourists,

Tour

Operators/To

urism

Agency

Touristic

Guide

Association

Marca

Fermana

Association

for the

promotion of

territory

Marca

Fermana

Touristic

Guides

Translator

Web experts

15.000 euro >of web

presence

> information

available in

strategic

website for

bloggers,

instagramers

communities,

Information

available on

strategic web

tool

On a

continuous

base

n. of involved

travel guide

presence on

strategic

website

Increase of

web articles

Regional

Authorities

Municipalities

Tourism

Sector

Operators

Keep

constantly

updated

24

media and

making them

available for

an increased

number of

tourism

operators

> web

exploitation

of already

developed

tourism

materials

Increase of

presence in

social

networking

tools

25

Marketing & Promotion

Marketing

name of

Activity

Character:

national

International,

regional,

local

Date,

Duration

Visitors Target

group

Organizer Team leader HR needed Budget

needed

Expected

Results

Milestones To be

repeated

M&E Whom to

report

Follow up

Website

“Fermo City

of

Gastronomy”

Local,

national and

International

2015 as a

starting point

for

candidature

and collector

for the public

and private

initiatives

linked to the

food.

Tourists

Citizens

Sector

Operators

Municipality

of Fermo in

cooperation

with:

Sector

Association

Not for profit

Associations

for the

valorization

of

enogastrono

mic tourism

and food

culture.

Website

should be

strictly

interlinked

with regional

tourism

promotion

#destinazione

marche

Municipality

of Fermo

1 web

developer,

Expert for

website

managemen

t and

updating

8.000 Euro for

website

setting up

and yearly

managemen

t

>Visibility at

National/EU

and

International

level

>More

attractive

territory for

specialized

press

Image

improvement

& brand

positioning

If

candidature

is approved

the website

would be the

main tool for

communicati

on&marketin

g; a platform

for innovative

projects,

start-up, food

related

initiatives,

exchanges at

international

level

n. of visits to

the website

n. of projects

and initiative

uploaded

n. of private

initiative

s/enterprises

involved

Committee

Citizens

Sector

Operators

Website

maintenance

and

enhancemen

t

Strategic

Local,

Staring from

Foodies,

Municipality

Tipicità

Social media

According to

>increased

Image

Constant

>Tipicità in

Municipality

Constant

26

Presence in

Social

Network

(improvemen

t of Tipicità

social

networks

tools)

national and

International

2015 Gourmets

of

Fermo/Tipicit

à organizer

Organizer manager

following

communicati

on & social

networking

tool

communicati

on and

planning of

visits,

database of

offer and

calendar

updating

social media

manager

activities

visibility of

Tipicità on

social

networks

>Catalyst

effects on

Instagramers,

travel and

foodies

bloggers

improvement

& brand

positioning

activities social

networking

tools

>

Communicati

on&promotio

n activities at

low cost

Regional

Authority

activity

Training and Education

Marketing

name of

Activity

Character:

national

International,

regional,

local

Date,

Duration

Visitors Target

group

Organizer Team leader HR needed Budget

needed

Expected

Results

Milestones To be

repeated

M&E Whom to

report

Follow up

Specific

Training on

culinary art

Local,

2016

Sector

Operators

Chef

/Restaurant

Chef

Association

Horeca

Association

Vocational

Training

Istitution

Chef/Horeca

Association

Experts,

Chefs,

Trainers

Training

Organizer

40.000

It could be

foreseen in

the

framework of

European

Social Funds

2014 – 2020.

> number of

chef with

increased

knowledge

on culinary

art, products

quality and

local tradition

>Culinary art

> Knowledge

increase

According to

ESF priority

and calls

n. of trained

chefs/Operat

ors

n. of

vocational

courses

organized

Regional

Authority

Horeca

Sector/Chef

Association

According to

emerged

training needs

27

n. of

association

involved

Learners

evaluation

questionnaire

s

International

Master for

food studies

International 2016 HE Students,

researchers

and professor

Municipality

of Fermo,

Universities,

Laboratory

for

Mediterranea

n Diet

University of

Macerata

Scientific

Coordinator

Researcher

Project

Manager

Secretary

60.000 euro

Possible

funds:

European

Social Funds

ROP Marche

Region

Programme

2014 – 2020

Erasmus plus

programme

2014 - 2020

> food

research on

the territory

> image and

brand of the

territory

internationall

y recognized

as reference

point in Food

& Wine

education

>

Involvement

of local food

& wine

stakeholders

in

international

process &

exchange

> Research &

innovation

> reference

point for HE in

Food & Wine

sector

Yearly n. of students

participating

n. of

researchers

and professor

participating

n. of courses

developed

n. of

scientific

articles

produced

n. of and

functions of

local people

involved

According to

exploited

funds for

development

(Regional

Authorities,

Municipalities

, Universities

EU

Commission)

According to

emerged

needs,

territory offer

and trends in

Food & wine

research and

innovation

Specific

Training on

Revenue

Managemen

t - Increase

Local,

2016

Young

professionals

Tourism

sector

employee

Horeca

Association

Chamber of

Commerce

and Industry

Tourism

Associations

Specialized

Training

Agencies

Experts and

Trainers,

Training

activities

organizer

40.000

It could be

foreseen in

the

framework of

Image

improvement

& brand

positioning

Constant

activities

>Tipicità in

social

networking

tools

Municipality

Regional

Authority

Constant

activity

28

ability to use

innovative

channels,

found market

segments

and develops

web

marketing

strategies

Tourism

facilities

owners

Tourism

sector

representativ

es

Tourism

Agencies

European

Social Funds

2014 – 2020.

>

Communicati

on&promotio

n activities at

low cost

Marketing

name of

Activity

Character:

national

International,

regional, local

Date, Duration Visitors

Target

group

Organizer Team

leader

HR needed Budget

needed

Expected Results Milestones To be repeated M&E Whom to

report

Follow up

Invitation of

foreigner chefs

for

competitions

on local

products

Local, National

and

International

2017 Foodies,

Gourmet,S

ector

expert,

journalist,

bloggers

Municipality of

Fermo

Chef

Association

HO.RE.CA

Sector

Chef

Associat

ion

Events manager

According

to the

events

organized

> promotion of

local

food/products

and traditional

receipt and

dishes

> raising

awareness on

local product ,

food quality

Exploiting

events already

organized in

the territory

n. of

events

organiz

ed

n. of

foreign

chef

involve

d

Exploit

Tipicità

yearly

organizat

ion

Funding Possibilities for the development of the above mentioned actions:

ROP ERDF MARCHE 2014 – 2020

European Regional Development funds already approved for Marche Region

29

RDP MARCHE 2014 – 2020 Rural Development programme, in phase of approval with European Commission could offer several opportunities for the development of the

actions linked to agriculture and rural development and to the marketing of local quality products and brand.

ROP ESF MARCHE 2014 – 2020 European Social Funds for Marche Region concerning the years 2014 – 2020 is already approved and could support the funding of training and

education actions of the LAP

EU Programmes: 1) Erasmus plus Programme 2014 – 2020

2) COSME Programme 2014 – 2020

3) European Territorial Cooperation Programmes 2014 – 2020

4) Horizon 2020 Programme

Private – Public Partnership