alba iulia strategic agenda

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WP4 Urban Programming

Output 4.7 Alba Iulia Integrated Strategic Urban Agenda

PP1 AIDA Alba Iulia (RO)

Version 04

Prepared by:

URBASOFIA

www.urbasofia.eu

Alba Iulia Association for

Intercommunity

Development

http://albaiulia-aida.ro/

Reviewed by:

Urban Planning

Institute of the

Republic of Slovenia

www.uirs.si

http://www.urbasofia.eu/

http://albaiulia-aida.ro/

http://www.uirs.si/

Workpackage 4 Urban Programming

Activity 4.2 Definition of planning scenarios:

prioritization design of urban strategic agenda

D4.7 Integrated Strategic Urban Agenda in

Alba Iulia

PP1 Alba Iulia (RO)

2/59

Project number: SEE/D/0297/4.1/X

Project acronym: STATUS

Project title: Strategic Territorial Agendas for "Small and Middle-Sized Towns" Urban Systems

Instrument: INTERREG IV B SEE

Call identifier: South East Europe Call D

Activity code:

Start date of Project: 2012-12-01

Duration: 24 month

Deliverable reference number and title (as in Annex 1): D4.7 Integrated Strategic

Territorial/Urban Agenda in Alba Iulia

Due date of deliverable (as in Annex 1): 2014-11-30

Actual submission date: see “History” Table below

Revision:

Organisation name of lead contractor for this deliverable:

Municipality of Kavala

Project co-funded by the European Commission within the INTERREG IVB

South East Europe Programme (2007-2013)

Dissemination Level

PU Public PU

PP Restricted to other programme participants (including the

Commission Services)

RE Restricted to a group specified by the consortium

CO Confidential, only for members of the consortium (including the

Commission Services)

Output 4.7 Integrated Strategic Territorial/Urban Agenda in AIDA Alba Iulia

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Title:

D 4.7 - Integrated Strategic Urban Agenda in Alba Iulia

PP1 Alba Iulia – RO

Author(s)/Organisation(s):

Sabina Dimitriu (URBASOFIA)

Working Group:

WP4

References:

STATUS Final Application Form (INTRA-5108827)

STATUS Project and financial management handbook

Short Description:

Output 4.2, 4.5 and 4.6 are going to be combined and presented as the final Strategic Territorial / Agenda.

Content manager coordinates. Scientific and technological partners provide methodologies and techniques, tools

necessary to facilitate the exchange of ideas, knowledge and expertise in the activated participatory planning

process leading to the final Agendas design.

Keywords:

Strategic territorial agenda, strategy, workshops, participation, Geoblog, stakeholders, working groups, priority

projects, urban task force, implementation

History:

Version Author(s) Status Comment Date

00 Barbara Music (UIRS) 0. Draft Template of the report 16/09/2014

01 Sabina Dimitriu (URBASOFIA) 1. Draft Draft of the report 12/10/2014

02

03



2. Draft

3. Draft

Draft of the report

Draft for internal PP2 review

03/11/2014

12/11/2014

Review:

Version Reviewer Comment Date

01

02

Pietro Elisei (CM)

Joep de Roo (PM)

Review of Report Template

Review of Draft report 3

23/09/2014

13/11/2014


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Table of Contents

Table of Contents................................................................................................................................... 4

Table of Figures ..................................................................................................................................... 5

Abbreviation List ................................................................................................................................... 6

1 The importance/purpose of the Alba Iulia Strategic Urban Agenda (ST/UA) ........................ 7

2 Scope and vision of the Alba Iulia 2035 Strategic Integrated Agenda ...................................... 8

3 The process leading to design of the ST/UA in Alba Iulia Municipality .................................. 9

4 Goals and projects of the Integrated Agenda ........................................................................... 26

5 Implementation of the Integrated Agenda for Alba Iulia ............. Error! Bookmark not defined.

6 Project Fiches: Priority projects corresponding to each goal and axis of the Agenda .......... 32

7 The Poster Plan ............................................................................................................................ 58

8 Conclusions ....................................................................................... Error! Bookmark not defined.

9 References ......................................................................................... Error! Bookmark not defined.

10 Annexes.............................................................................................. Error! Bookmark not defined.


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Table of Figures

Tables

Table 1 - Alba Iulia UTF Stakeholders by function and type ............................................................... 24

Table 2 - General and Specific Objectives of the Integrated Strategic Agenda .................................... 27

Table 3 - List of prioritized projects ...................................................................................................... 31

Figures

Figure 1: The process of designing the Alba Iulia Agenda (adaptation from source: UIRS Ljubljana) . 9

Figure 2: Timeline of the process of ST/UA design (adaptation after source: UIRS Ljubljana) ......... 10

Figure 3 - Initial Stakeholder Identification Form PP2 ......................................................................... 10

Figure 4: AIDA area of intervention (1) and detailed area of intervention (2) ..................................... 11

Figure 5: Alba Iulia Municipality´s location in the Alba Country ........................................................ 11

Figure 6: Orthophoto of the detailed area of intervention (Alba Iulia Municipality) ............................ 11

Figure 7 - Public participation in Alba Iulia and the STATUS process ................................................ 14

Figure 8 - Stakeholder engagement: First Workshop ............................................................................ 15

Figure 9 - Working groups in Workshop 1 ........................................................................................... 16

Figure 10 - The Alba Iulia Geoblog ...................................................................................................... 17

Figure 11 - Stakeholder engagement: Second workshop ...................................................................... 19

Figure 12 - Second workshop workgroups ............................................................................................ 19

Figure 13 - Stakeholder engagement: Third Workshop ........................................................................ 21

Figure 14 - UTF Workshop attendance by stakeholder type ................................................................. 24

Figure 15- Saint Stephan’s Bastion, proposed location for the Urban Center ....................................... 33

Figure 16 - Location of the new Urban Center ...................................................................................... 34

Figure 17 - Potential affiliated functions of the Alba Iulia Urban Center ............................................. 35

Figure 18- Development areas............................................................................................................... 37

Figure 19 - Main intervention sites for the platform of public spaces in Alba Iulia ............................. 41

Figure 20 - Vacant or underused public space within Alba Iulia with potential for redevelopment

(orange). Red areas - Phase 1 ................................................................................................................ 42

Figure 21 - Technology park in connection with the city...................................................................... 44

Figure 22 - Priority Project 6: Developed functions.............................................................................. 45

Figure 23 - Refractara Park location in relation with the city ............................................................... 46

Figure 24 - Proposal: Reforestation (dark green), reclaiming of arable land (hatch), development of

green spaces around Alba Iulia(light green) .......................................................................................... 47

Figure 25 - Cultural infrastructure and networks .................................................................................. 52

Figure 26 - Mobility infrastructure completions (in red), pedestrian and bike network (in light green)

............................................................................................................................................................... 55


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Abbreviation List

CKP - cities knowledge platform

ST/UA - Strategic Territorial/Urban Agenda

TP – Territorial Partner

SEE – South Eastern Europe

UC – Urban Center

UTF – Urban task forces

AIDA – Alba Iulia Association for Intercommunity Development

PUG – General Urban Plan

ADR – Regional Development Association


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1 The importance/purpose of the Alba Iulia Strategic Urban Agenda (ST/UA)

The public utility Alba Iulia Association for Intercommunity Development (AIDA) represents

the development interests of a community of 12 local public administrations, of which two

municipalities, one city and eight communes. A general strategy of the area has already been

drafted prior to the STATUS project, yet the main associated municipality and capital of the

County – Alba Iulia – was lacking a strategic document to guide its development in the

following years. Through entering the STATUS project, AIDA aimed at developing an

instrument to support Alba Iulia (the “other capital” of Romania) in shaping the agenda for

integrated urban development, consistent with the existing potential and current realities of

the 2014-2020 programming period.

The STATUS process is part of a larger concerted action meant to redevelop the city and its

surroundings which has started in the last programming period, when Alba Iulia managed to

attract around 150 Million Euro in structural funds, an amount which for the medium-sized

town inhabited by 63,500 has represented an important achievement in mitigating the

financial crisis effects. After a fruitful period of implementing projects on national financing

axes within the Romanian Operational Programmes (POR, POS Mediu, etc.), AIDA in

cooperation with the Alba Iulia Municipality has entered STATUS due to the consistent

possibility of developing an integrated strategy for urban development – in other words an

overarching vision that would:

1) connect, integrate and capitalize on prior punctual investments,

2) improve and correlate technic, economic and social development by also

mitigating risks

3) shift the paradigm in governance and participation by applying an EU-wide

methodology for co-design developed through STATUS.

Alba Iulia Municipality needs to improve and update its reference documents on development

and urban planning, among which the most important is represented by the Development

Strategy of Alba Iulia, essentially the detailed operational Strategic Agenda. The strategy

needs to be updated in line with the new realities, prepared in aim of seizing new

opportunities for the programming period 2014-2020. The strategy will follow the general

guidelines of sustainable development of the municipality of Alba Iulia in areas such as

territorial planning/zoning, infrastructure, economy, environment, energy, tourism, IT, human

resources, social, cultural, educational, administrative, sports. Another improvement to be

brought through this process is to the General Urban Plan of the Alba Iulia Municipality,

which is currently waiting for approval. The plan needs to be updated according new


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requirements, opportunities for financing, possible cooperation with neighbor localities, as

well as the spatial investments provided for the municipality.

The purpose of this process is to create a medium and long-term vision of development for the

Alba Iulia Municipality, not coming from the administration in a unidirectional manner as is

still customary in Romania, but rather through a joint effort uniting public, private and civil

society key stakeholders. In this regard, Alba Iulia and AIDA have aimed at thinking

differently, with the help of the STATUS Methodology, in designing a participatory process

that has laid the base for future investment and the sustainable growth of this historical capital

of Romania.

It is the aim of this document to not only provide the city with a common strategic

development agenda, endorsed and undertaken by all stakeholders, but to also generate the

next lineup of transversal, large scale projects to be implemented in the 2014-2020

programming period, pursuing the use of structural funds as well as the development of

partnerships and favorable conditions for private investment.

2 Scope and vision of the Alba Iulia 2035 Strategic Integrated Agenda

The Alba Iulia Municipality, commonly called “the other Capital” due to its historical

significance, represents a symbol-city for Romania. It is the seat of the Alba Iulia County, but

beyond that, it has national cultural importance through the invaluable Alba Carolina Vauban

fortress that lies in the heart of the city. The 2007-2013 process of renewal and regeneration in

the city has yielded impressive results so far, mainly targeting large-scale investments in

flagship infrastructure projects such as the rehabilitation of the Alba Carolina fortress,

renewal of public spaces, construction of bicycle lanes, etc. However, while these investments

put Alba Iulia on the map, they needed to be correlated, in order to:

Ensure the integration of new urban functions created (e.g. after opening of the renewed

Alba Iulia Citadel to the public);

Provide the instruments for Alba Iulia to achieve its goals and develop its cultural,

heritage, touristic and economic potential;

Ensure that development happens in tandem with the protection and valorisation of the

ample natural resources neighbouring the built-up areas of the city;

Provide the mechanism for direct participation of key stakeholder groups, in a process of

co-design rather than of consultation or informing.

Subsequently, the Vision for Alba Iulia’s 2035 Integrated Strategic Agenda has been defined

as the following:


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In 2030, Alba Iulia represents a highly liveable and competitive city, where

heritage, knowledge and innovation hold a central role, reflected in the creative use

of the local natural and cultural wealth.

The diversity of local economy and good position in the polycentric system of

settlements, as well as the city’s integration in the main transport networks make it

one of the middle-sized European towns that are attractive to students, families and

entrepreneurs alike. The city distinguishes itself by being able to provide all

ingredients for a high quality of life: a healthy lifestyle within a pollution-free and

green environment, community spirit, strong identity, stable economy and quality

urban services.

Moreover, through its unique territorial capital, it is represents a cultural,

historical and archaeological beacon of Romania and beyond, and it

accommodates yearly hundreds of thousands of tourists in a large-scale, yet

sustainable 4-season touristic approach.

The city keeps a strong relation with its hinterland, not only through the

endogenous economic connection of consuming local produce from farmers, but

also through its system of natural recreational spaces in the Greenbelt and

adjacent forests, as well as through touristic and agritouristic activities.

Last but not least, the Alba Iulia of 2030 represents a city where good governance,

collaboration and community engagement represent the pillars of development,

where dialogue is ensured through creative spaces for social convergence and

where long-term vision and continuity have aided in the reversal of the urban

exodus characteristic of small and middle-sized European cities.

3 The process leading to design of the ST/UA in Alba Iulia Municipality

The process of designing the Strategic Urban Agenda of Alba Iulia followed three mayor

steps, based on the STATUS Methodology:

Figure 1: The process of designing the Alba Iulia Agenda (adaptation from source: UIRS Ljubljana)

Identifying development

problems

Finding and prioritizingsolutions

Designing the Strategic

Integrated Agenda


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May - Nov.2013WP3

Inception

30 Oct. - 1 Nov. 2013

WP4 Workshop 1

5-6 Dec.2013WP4

Workshop 2

11-12 Feb. 2014WP4

Workshop 3

29 July 2014 WP5 UTF + UC

3.1 Timeline of the overall process of the Strategic Agenda in Alba

Iulia Municipality

Figure 2: Timeline of the process of ST/UA design (adaptation after source: UIRS Ljubljana)

3.2 Operational Analysis

The Operational Analysis for Alba Iulia has represented a multilevel assessment of the key

actors holding a stake in the city’s strategic development, the urban/territorial state of art,

including availability of data and Geodata, as well as the local context in what concerns plans,

policies and pre-existing investments.

Stakeholder analysis and involvement

In what concerns the stakeholders, the

municipality of Alba Iulia shows a

great diversity of the group of

individuals representing well

developed domains. The stakeholder

involvement has been characterized by

the capacity of the group to express

their expectations and needs, as well

as their ability to work as a forum for

the information exchange regarding

results, difficulties they face and alternatives to overcome them. The municipality identified

by far the most number of stakeholders (76) in comparison to the other territorial partners, of

which 28 are local, regional and national (public) authorities, 20 are NGOs in different

domains of interest and 28 of them are private investors representing key domains for

development. Most stakeholders have been considered to have medium – high levels of power

and interest. The Desk research report has been submitted on 25.06.2013.

Operational Analysis

The Alba Iulia Association for Intercommunity Development is constituted within a territory

of 12 public administrations, among which Alba Iulia and Sebeș Municipalities, Teiuș city

and 8 communes. The AIDA area is part of the NUTS 2 Center Region of Romania and the

NUTS 3 Alba County, having an area of 136,653 hectares. In total, the legal association

formed under national legislation represents the community development interests of 127,223

inhabitants, of which approximately 27% located in the rural area.

Figure 3 - Initial Stakeholder Identification Form PP2


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Figure 4: AIDA area of intervention (1) and detailed

area of intervention (2)

Figure 5: Alba Iulia Municipality´s location in the Alba

Country

Out of the AIDA area, the proposed intervention site is represented by the Alba Iulia

Municipality, the seat of the Alba County and the Regional Development Agency for the

Center Region of Romania. The Municipality is comprised of the Alba Iulia City and its

satellite settlements Oarda, Pâclișa, Micești and Bărăbanț., counting 10,365 ha, 64,000

inhabitants, over 27,000 housing units (97% private properties), 5,000 university. Alba Iulia

Municipality is very close to Sibiu (70 km) and Cluj Napoca (110 km) International Airports.

It is crossed by and adjacent to two European major transports routes (E81 European Road

and the IV Paneuropean Corridor).

Figure 6: Orthophoto of the detailed area of intervention (Alba Iulia Municipality)


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The analysis has been conducted on both levels, with the following criteria being used:

1. The development level of the local administration and its ability to work with modern

tools in strategic planning;

2. The spatial component of Alba Iulia’s development;

3. The sectorial development of the city;

4. The state of art in civil society and good governance;

5. The visibility and image (or brand) of Alba Iulia.

The several challenges identified in the 3.2 SWOT Analysis can be summarized as follows:

Accessibility and

infrastructure Car accessibility will improve with the construction of the two

planned Highways (A1, A3), yet train accessibility is still quite low

due to long travel times and unappealing due to the quality of

transport-related infrastructure in the station area;

Certain areas do not have an access to the sewer system, water

system or electricity, while some blocks of flats have deteriorated

water supplies. There is no map overlaying water, gas and electricity

distribution networks.

Public space and

quality of living Incoherent housing development (urban architecture in rural areas

and rural architecture in the urban areas) and uncontrolled

development towards the N-W and Mamut Hill;

Lack of a database regarding the state of art of the housing;

Low quality of some urban public spaces outside the Citadel and the

lack of citizen responsibility towards caring for public spaces;

Population, workforce,

unemployment Aging population, especially in the rural areas, declining

demographic trend;

Outmigration (8% population loss due to relocation in 10 years),

Alba Iulia citizens reorienting themselves towards jobs abroad;

Lack of institutional levers of communication between the labour

market actors;

Natural resources Expansion of inadequate facilities in natural areas, private

appropriation of the landscape

increased pollution as a result of inadequate transit of protected areas

Lack of an offer of education in tourism/sport, adventure, hospitality,

agritourism, etc.

Cultural heritage Costly and slow regeneration and re-establishment of the tourism

circuit; uncoordinated initiatives and uncontrolled development;

Lack of functions compatible with the existing culture structures (eg.

philharmonic, theatre,

Economy Relatively poorly developed economic area with a low opening

market and adaptability to change of local industries (outdated

technology);

High taxation and legislative instability; inefficient measures for

absorption and attracting investors as well as lack of labour force

market studies;

Underdevelopment of agriculture beyond private farms;

Less developed industries (wood, meat) do not absorb the labour


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force, on the other hand the specialized labour force has limited

options to enter the market as well;

Tourism Insufficient integration into the national and international tourist

circuits;

Poor tourism infrastructure offer (accommodation and facilities,

information centers, etc);

the Millennium project for the fortress has not been finalised;

Social infrastructure Weak vocational education, no lobby to acknowledge local values,

lack of education partnerships and excessive centralisation of social

infrastructure;

Health infrastructure does not cover the city’s needs, and has a fairly

high percentage of outdated equipment;

Insufficient public-private partnerships on social services;

Other No effort to unite the organizations to scale up AIDA for specific

purposes relating to strategic objectives

Lack of a substantial transfer between the business community and

youth and/or seniors potential entrepreneurs

the lack of a structured consultation system at the AIDA

In order to maximize the results of the STATUS Workshops, Alba Iulia outlined all relevant

issues pointed out in the SWOT analysis: aging population, unemployment, environment,

economy and infrastructure aspects which are affecting the urban and territorial development

of the AIDA area, while afterwards focusing on the key points identified in the first

workshop.

One of the main conclusions of the study has been the fact that the current economic profile is

based on the tourism potential, representing the most relevant instrument for local economic

development. Apart from that, local economy is mostly concentrated on light industry, food

industry, manufactures (porcelain), real estate services, etc. The Alba Carolina Citadel, a

structure of more than 100 ha, is the second largest Vauban fortress in Europe and the largest

one in Central and South-Eastern Europe and has recently been transferred from military

ownership to the local administration, followed by an ample process of renewal. While this is

an opportunity, it also reveals the need to reconnect it to the city and develop high culture

functions which are compatible to its statute, as well as a structure dedicated to

participation, good governance and interfacing with the public administration.

For AIDA as a territorial entity, the need to harmonize the interests of Alba Iulia and the

neighboring localities for an integrated approach on the overall vision for Alba Iulia 2035 is

evident. Given the rural character of the fringe settlements, agriculture has also been selected

as a key focus point in the workshops, together with the environment protection and

valorization. While connections with the neighboring localities are already well developed

due to a functioning metropolitan public transport, achieving the same accessibility in

connection to the national territory represents a priority which brought into focus the rail and

bus connectivity and subsequent infrastructure.


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Last but not least, incoherent urban development and sprawl have been a recurrent theme

in the analysis and solutions for them have been pursued with priority in the stakeholder

workshops.

3.3 Urban programming and Urban Task Force (UTF)

Alba Iulia foresaw the organization of a set of stakeholder workshops following the STATUS

methodology:

1. A workshop on the identification of urban problems, barriers and preconditions for

development in Alba Iulia and the larger AIDA area, corroborated with a discussion

on the state of the art of local governance and civil society involvement. Within this

workshop, the Geoblog has been used by the local stakeholders.

2. A workshop proposing solutions for the identified urban problems, assessing priorities

and funding opportunities

3. A workshop of design, presenting the agreed set of priority axis and discussing

priority projects for the 2014-2020 programming period, as well as the actor’s further

involvement in implementation

4. A stakeholder workshop on the creation of the Urban Task Force (Figure 6)

Figure 7 - Public participation in Alba Iulia and the STATUS process


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The first workshop held in Alba Iulia between October 30 and November 1 2013 has

produced a considerable amount of usable data referring to the specific urban problems and

possible solutions of the Municipality, which have exceeded initial expectations in both

quality and quantity.

The cumulative number of participants

(organizers included) for all three workshop

days have been 91, 68 of which have been

invited stakeholder representatives, from a

total number of 57 companies, institutions and

NGOs. Given their importance to the task,

some of the stakeholders have been recurrent

throughout the days, such as the Regional

Development Agency, the „1 Decembrie

1918” University and the Alba Iulia Municipality.

Notable changes have been observed between the original number of stakeholders considered

and the number of participating organizations, though this issue is almost entirely related to

two potential factors:

The reluctance and lack of time of the private companies invited. Out of the 3.1

stakeholders which have not participated in the workshop, they make up more than

half (18 companies);

The busy schedule of deconcentrate institutions – Public finances, Rural development

and fishing, Youth directorate, Agriculture directorate, Sports, Forestry, Cadastre

etc.,which have not been present as well and amount for most of the second half.

The new actors amounted to a total number of 15 local authorities (County Council, Alba

Iulia Municipality), energy and gas companies (Electrica Transilvania, Trans Gaz, E-ON

Gaz), hospitals (County Hospital Alba), universities („1 Decembrie 1918”), private companies

providing various services and social and arts associations.

Workgroups have been formed around the following main topics of interest (Figure 7):

30 Oct. - 1 Nov. 2013WP4 WS1

5-6 Dec.2013WP4 WS2

11-12 Feb. 2014WP4 WS3


Figure 8 - Stakeholder engagement: First Workshop


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1. Mobility and Accessibility

Supra-local connections

Urban road infrastructure

Pedestrian space quality, accessibility,

impacts of high car use and existing

alternative means of transport (velo);

2. Public space, infrastructures

Space security, quality, attractiveness, its

multiple functions; Unused and degraded

space;

Social infrastructure

Urban networks

3. Governance, stakeholders, local

empowerment networks

Citizen involvement and influence, current

participation culture in Alba Iulia;

Partnerships for good local governance, administrative capacity;

Public policy and projects continuity;

4. Environment

Green space indicators, quality assessment, needs and further projects;

Soil pollution, water pollution, air pollution in and around the Municipality of Alba

Iulia;

5. Business environment

Facilitators for attracting and keeping business in Alba Iulia

Public administration and formal organisation – management of urban network

companies, facilities, bureaucracy, standards;

Workforce capacity; Productivity.

6. Agriculture and tourism

Agricultural surface and urban expansion;

Touristic identity, “brand”, a strategy in tourism; Assets and distinctive competencies;

Touristic infrastructure and personnel activating in hospitality; Connected activities.

Figure 9 - Working groups in Workshop 1


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During the workshop, the stakeholders used the Geoblog of Alba Iulia to mark the urban

problems with a concrete territorial dimension / delineation:

Figure 10 - The Alba Iulia Geoblog

The workshop generated a considerable amount of input from the participants and has

managed to sketch an overview of the current state of development in Alba Iulia and the weak

points that will need to be addressed in the strategy.

What worked in shaping a dynamic dialogue was the contribution of local experts from

various backgrounds (economics, geography, history, GIS) that attended the discussions and

create a constructive environment by supplying expert knowledge on the topics discussed.

This offered the opportunity of having two views on more complex issues: the one of the

NGO, institution and company stakeholders and the one of the experts, documented

beforehand and based on an in-depth desk analysis. In most situations, the facts and figures

came to support the aspects brought to discussion by the participants, which helped better

delineate priority problems and areas. The aspects discussed during the workshop can

generally be put into two categories, both crucial for a clear overview of the situation in Alba

Iulia.

1. Focused problems, addressing certain topics usually characteristic of the actor’s

background – issues they encountered and observed because of their profession. The focused

problems have been mostly brought to the discussion in the first part of the workdays and

represented very valuable input that the actors came prepared with and that helped complete


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the formal analysis with issues that would have otherwise been unknown (e.g. the sanitary

problem that stems from the lack of rendering machines for animals).

2. Overarching problems, conclusions that have been reached within the workgroups

and have been generally agreed upon by everyone. These issues touched upon the most

important aspects that impede the development of the city and that are common threads

throughout more than one workgroup:

1. The Alba Carolina fortress does not function properly as the heart of the city: its

cultural heritage is not properly promoted (nationally and abroad), nor complemented

by other urban functions, integrated into a wider circuit or made accessible through

good quality tours.

2. There is a disparity between the current size of the still-sprawling city and the urban

networks, which do not cover recently developed neighbourhoods. Subsequently, there

are wide uncompact areas not covered by sewage, gas, water and electricity systems,

which also generate an overall fractured landscape of agrarian, vineyard and housing

areas, mostly in the N-V part of the city.

3. Currently unused, weakly accessible and unequipped industrial areas (Saturn,

Refractara, etc.) amount for large brownfield zones which do not function, produce or

absorb labour. This aspect is exacerbated by the lack of a business activity center or

industrial platform, which has been largely discussed by the business environment

sector.

4. The socio-cultural infrastructure is underdeveloped throughout all of its components

– education and lifelong learning, health system, social welfare and, most mentioned,

culture: Alba Iulia lacks cultural landmarks such as a theatre, philharmonic, opera.

5. Connections in the city and the dialogue of the citadel with its surroundings are weak.

6. There are deficiencies in dialogue both between the stakeholders and the local

administration and between different groups of stakeholders – a local partnership for

governance is missing, and so are the tools to improve transparency, communication

and awareness towards true priorities.

The overarching, cross-domain problems and priorities developed in the first workshop

reconfirm pressing issues from the Operational Analysis in WP3, Deliverable 3.2 (lack of

access to urban infrastructures, private appropriation of the landscape, the need to diversify

tourism, sports and scientific activities, lack of infrastructure and benefits for investments,

low development of social infrastructure, etc.), while also adding depth, inside knowledge and

a different perspective to these issues.


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The second workshop has been held in Alba Iulia on 05-06 December 2013, when in total 48

persons have attended the workshop, of which 34 have been local key stakeholders,

representing 24 institutions.

The stakeholder pool has distilled to just

the actors able and willing to participate

and voice their opinions within the

workgroups: a total of 24. Moreover, the

proportion of attendees shifted to an

almost-50% presence of public institutions;

the most important decrease in attendance

can be observed in what concerns

foundations, social associations and SMEs, actors with lower level of power and (generally)

interest towards the Strategic Agenda. No new representatives have registered, which suggests

the UTF pool has already been formed and is now boiling down to the final configuration.

The topics of discussion for each working group have been the following:

1. Working Group 1 – Environment,

Public space, Urban development

Green space: surface,

interconnections and green belts;

Public space and urban

development: strategic

multifunctional axis, integration

of segregated urban spaces,

stopping sprawl and reorienting

growth inwards;

2. Working Group 2 – Mobility,

Accessibility and Technical

infrastructures

Accessing the city from outside: new highways and their impact, existing airports,

other entry points;

Inside the city: getting to the Citadel, accessibility of the commercial system;

Infrastructures in the territory as disruptive elements for urban development;

3. Working Group 3 – Governance, civil society, Socio-cultural infrastructure &

networks

30 Oct. - 1 Nov. 2013WP4 WS1

5-6 Dec.2013WP4 WS2

11-12 Feb. 2014WP4 WS3


Figure 12 - Second workshop workgroups

Figure 11 - Stakeholder engagement: Second workshop


PP1 Alba Iulia (RO)

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Cultural networks and infrastructures: municipal services for the city, new functions, a

cultural axis for Alba Iulia;

Social networks and infrastructures: service areas and cultural centers, Technology

and Innovation Park, dual learning and lifelong learning.

4. Working Group 4 – Business Environment, Industry and Agriculture.

Industrial areas: a real industrial cluster doesn’t exist. Abandonment of industrial

buildings and solutions

Ecologically Productive Equipped Areas,

The problematic relationship between the industrial area in the northern part of the city

(Refractara) and the Mures river floatable area.

The identified problems focused on the area proximal to the citadel and on the macro level

(access to the city, environmental networks tangential to the periphery), aspects possible to be

overlapped or linked. A first conclusion referred to the importance of a systemic approach

which can include, in the framework of an integrated urban system, a series of sub-systems

and functional relationships, integrated within themselves at the macro level, such as: the

green system, the commercial system, the cultural and industrial ones, etc. It was further

necessary to define a priori the components of each system in the third workshop.

A second conclusion targeted the importance of the cultural-educational axis as a major

strategic axis, and the following priorities:

1. Creating systemic conditions – common systems in the city for the accessibility of

tourists, differently-abled citizens and so on, while integrating the systems within each

other;

2. Designing punctual projects on each sub-system, but integrating them in the

architecture of the whole at a regional level, keeping in mind the formula for the

Regional Development Agency’s new 2014-2020 plan – “Smart Specialized Strategy”.

PRIORITIES:

Economic infrastructure: The technology park connected to the University;

Transport infrastructure: connecting the city both inwards (completing the inner ring road)

and outwards, with the region, through the railway station;

Cultural infrastructure: further developing the Citadel, but in relation with the adjacent central

zones of the city, a possible location of a cultural center (theater, music,..) – Culture in

between tradition and broader directions;

Proposals for long-term complex projects:

A partnership with CFR cargo for a railway station near Alba Iulia to function as a

transfer hub for intermodal links – Coşlaru station linked to the highway;

Logistics park in the Sântimbru - Coşlaru – Oarda area;

A sports facility is required along with cultural infrastructure: a multifunctional center

for culture and sports, as well as for the image it reflects (architectural landmark);


PP1 Alba Iulia (RO)

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MAIN TOPICS FOR APPROACHING THE STRATEGIC AGENDA

1) Greenbelt around Alba Iulia to reorient the urban development (to infill rather

than sprawl);

2) Tourism and culture, including archeology;

3) Tourism and environment, including sports;

4) Agriculture local market;

5) Ecologically Productive Equipped Areas;

6) The platform of public accessible spaces (this is a transversal topic).

All the topics are oriented to qualify and intensify the modern city, which is not included in

the historical Citadel, classifying Alba Iulia in the national urban cities ranking.

11

7

51

Workshop 3 attendance by stakeholder status

Public institutions

Civil society

Private stakeholders

University, R&D

A reservoir lake on Mures River, of great use for the AIDA area as well (agriculture,

rural areas – irrigations) and for energy, where a possible partnership with

Hidroelectrica could be accomplished (project for the long – very long term which

will not be included in the Agenda)

As a final conclusion of the workshop, it was considered that the Strategic Agenda of Alba

Iulia must pass on from the horizontal level proposed by the Regional Development Agency

to a vertical one, where first the agenda is defined and then the funds and resources are

sought. The “smart” approach must start from the local real problems identified, providing

answers to “How can we change the mindset prevailing in Alba Iulia?”

The third workshop has been held in

Alba Iulia on 11-12 February 2014 and

has been preceded by an operational

meeting in the City Hall on February 10.

In total, 46 persons have attended the

workshop, of which 30 have been local

key stakeholders, representing 24

institutions. The design workshop has

been a plenary discussion (no

workgroups have been constituted).

30 Oct. - 1 Nov. 2013WP4 WS1

5-6 Dec.2013WP4 WS2

11-12 Feb. 2014WP4 WS3


Figure 13 - Stakeholder engagement: Third Workshop


PP1 Alba Iulia (RO)

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The meeting hosted on February 10 by Alba Iulia City Hall aimed the presentation and the

discussion of the draft of strategic urban agenda, eliciting feedback on the ideas proposed by

the team of STATUS experts following the last 2 workshops. The Municipality’s

representatives were the City Manager, Nicolaie Moldovan, main representative of the

beneficiaries, representatives of the Chief Architect and the municipal planning department,

as well as the team of local experts in charge of drafting the final textual document of the

Agenda. Results of the discussions topic:

The platform for public has been considered as a very useful tool, projects proposed

during the first workshops being as well envisaged or in development by the

Municipality, i.e. transportation hub at the train station and bus station area and

improved multimodal connection with the citadel and to the residential areas. The area

around the train station will be modified with funds of the next regional operational

programme, equipped with pedestrian walks, bike lanes and new street furniture.

Means of adding sustainability to the investment will also be considered in terms of

investments in office buildings and commercial spaces within the proposed “City

Gate”. The initiative is part of a large project tackling existing challenges of the civic

centre of Alba Iulia, and will have the full support of the municipality. New models of

public-private-partnership (PPP) - cooperation and projects financing should be

developed in order to support the transformation of the area. The owners of the bus

station are open to a discussion on such a PPP.

Cultural axis & Polyvalent Hall between the intermodal hub and the citadel: The

City Hall is in favor of the project as long as it will be developed in cooperation and

collaboration with the surrounding municipalities and the county council with regards

to: functions, management structures. The structure cannot be supported exclusively

by the City Hall. It should have flexible functions; ensure economic feasibility and

regional influence – about 5,000 places.

Cultural urban center in the Alba Carolina citadel: Object of national and

international interest necessary to have a multifunctional use: info center, library,

philharmonic.

Setting up a main Market Hall and eco-friendly means of distributing local produce to

“km 0” neighborhood markets, thought out as social places rather than strictly

functional ones, sparked high interest . A lot of attention has been given to the

existing central market next to the Municipality building, place of local traditions and

to the activity of labeling local products.

Ecologically productive equipped areas and Technology Park: A critically

important subject for all participants, in relation with the agriculture capital and related

knowledge and opportunities. The authorities have already listed the redevelopment of

“Refractara” industrial area as a priority and development of a Technology park has

been regarded as an opportunity. Several other sites adjacent to the Mures river and


PP1 Alba Iulia (RO)

23

the new highway have been also marked as potential industrial / business sites in the

PUG and will be considered in the STATUS Strategy.

Tourism, environment, leisure: Bike lanes and the planning of Mamut hill are

already funding priorities of Alba Iulia Municipality for 2014. Wine Road (“Drumul

Vinului”) has been brought into the discussion with the idea of redeveloping the

vineyards north of Alba Iulia.

Densification strategy and the Greenbelt: an ambition which would call for a

revision of the General urban Plan. Issue – the highway will be built between the city

and the Mures river, thus making it less accessible and severing the natural connection

with the Ciugud village. The stronger connection will remain the one with Ampoi

river.

In order for the strategy to be efficiently implemented, the process should be driven by

an Urban Task Force.

The second and third day of activity were dedicated to the workshop, which revolved around

the proposals developed by the STATUS experts by distilling the ideas and solutions collected

during the previous 2 workshops. Finally, the following priorities emerged:

Related to the process:

1. Profiling an Urban Task Force (UTF) and of a proper implementation mechanism,

clarifying responsibility, a working agenda, a communication strategy, etc.

2. Helping the Municipality in identifying resources for functioning of the UTF

3. Strengthening the networking process (at the area level, within the Alba County or at

regional level) and clustering when appropriate: i.e. cities, businesses, etc.

4. Balancing the needs and opportunities aiming an local harmony – equilibrium;

5. Identifying each time a critical mass to motivate the choices and to find local support

for the actions (as example promoting fiscal facilities whenever possible to locale new

favorable businesses);

6. Finding the USP’s (unique selling points)

7. Setting each time strategic criteria to select development projects as well as success

indicators, jointly in cooperation with key stakeholders

Related to the projects:

8. Service industry – capacity building for accommodation units and development fof

auxiliary services

9. Defining functions that distinguish the citadel from other such touristic attractions

10. Development of jobs - under the coordination of the City Hall

11. Local markets and enhancing local production, as well as the economy of neighboring

municipalities. Small producers need a platform and a structure to manage their needs,

to communicate and bring them together (potential CLLD);

12. Defining an identity of products developed in Alba Iulia;


PP1 Alba Iulia (RO)

24

8

7

8

1

UTF Formation workshop attendance

Public institutions

Civil society

Private stakeholders

University, R&D

13. Tourism – developing on already existing investments, boosting through integrated

promotional campaigns

14. Redeveloping the industrial area between Alba Iulia and Sebes

15. Developing and supporting SMEs

16. Working on mentality and education of inhabitants with respect to supporting local

economic development by buying local produce

17. Developing an operational mechanism for the implementation of the strategy – the

Urban Center

The last workshop has been held

in Alba Iulia on 29 July 2014. In

total, 30 persons have attended the

workshop, representing 24

institutions, the meeting having a

very well balanced composition,

between public, private and civil

society stakeholders.

During the meeting, the final

composition of the Urban Task

Force of Alba Iulia has been discussed, and the most active stakeholders from the STATUS

workshops have been selected to continue in the implementation part.

Starting configuration of the Alba Iulia Urban Task Force:

30 Oct. - 1 Nov. 2013WP4 WS1

5-6 Dec.2013WP4 WS2

11-12 Feb. 2014WP4 WS3


Table 1 - Alba Iulia UTF Stakeholders by function and type

Function / Actor type ALBA IULIA UTF STAKEHOLDERS

Core Urban Task Force

group

1. Alba Iulia Association for Intercommunity

Development

2. Alba Iulia Municipality

Territorial / Regional public

authorities and institutions

for development

3. County Council Alba

4. Center Region Development Agency

5. Alba County School Inspectorate

6. County Employment Agency Alba

Public service companies 7. Public Transport System AIDA

Research and development

institution

8. “1 Decembrie 1918” University Alba Iulia

Figure 14 - UTF Workshop attendance by stakeholder type


PP1 Alba Iulia (RO)

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The future scope of the newly constituted urban task force will consist of working together

with the core Alba Iulia Municipality and AIDA group in order to put into practice the

strategic agenda developed through the STATUS project, but also to follow other projects that

derive from the agenda and from the real needs that the City of Alba Iulia have.

The Alba Iulia Urban Task Force: Status, structure, roles and operationalization

The formalization type chosen for the Alba Iulia UTF has been the Partnership Agreement,

since Alba Iulia Municipality already has a formal association structure in charge of managing

investment and project opportunities in the area (the AIDA).

The formal collaboration document has been signed between the Alba Iulia Association for

Intercommunity Development and the stakeholders, containing some basic principles such as:

dialogue and communication, collaboration, coordination, continuity and consensus. The

objectives of the PA are to plan, coordinate and monitor relevant activity of the stakeholders,

as well as to implement the Strategic Agenda in line with existing development strategies. The

purpose of the agreement has been to set up an Urban Task Force (UTF) and to pave the way

for the Urban Centre (UC).

With regard to the appointed coordinator for the UTF, the AIDA will hold the role,

functioning together with the Alba Iulia Municipality as the “institutional core”. Furthermore,

the partnership agreements were signed between AIDA, the Municipality and 7 other

members of the stakeholder pool which were more active within the workshops. They

represent different key domains for Alba Iulia Municipality and community: the Alba County

Council, the Agency for Regional Development – Centre, the Agency for Employment Alba,

the County School Inspectorate Alba, the University ˝1 Decembrie 1918˝ Alba Iulia, S.C.

Colibri Tour S.R.L., Public Transport Society S.A. Alba Iulia.

The UTF is thus composed by different actors from different domains, but having the same

purpose, operating as a whole for the implementation of the Agenda. The stakeholder base

may be supplemented, depending on the issues arising.

Regarding the operationalization of the UTF, AIDA will use all the communication channels,

in order to keep in touch with the members of the UTF – phone, fax, email, face-to-face

communication. The UTF will meet every semester, and whenever necessary in a particular

situation. For the sustainability and long-term continuity of the UTF, AIDA will ensure

permanent contact with the members, supporting their involvement in future projects of

interest for the community.

Private company 9. SC Colibri Tour SRL


PP1 Alba Iulia (RO)

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4 Goals and projects of the Integrated Agenda

The overall goal of the Integrated Urban Agenda of Alba Iulia is to generate a long-term

action plan for assisting the municipality to develop, over the next 20 years, its social,

economic and physical capital in line with the potential that the city holds. The key

intervention areas are both domains in which Alba Iulia excels (cultural capital and heritage,

valuable landscape, agricultural potential) and areas in which intervention is necessary in

order to allow an environmentally friendly and sustainable development of activities.

The Agenda has 6 main objectives, corresponding to the priority axes described below. In

short, the strategic document’s objectives are the following:

No. General Objectives Specific Objectives

1 The Alba Iulia Greenbelt: Cost-

efficient, compact and long-

term sustainable urban

development in the city, in

balance with capitalized

natural forest, agricultural and

riparian zones

1. Valorising and protecting the natural assets within the

Municipality through the creation of a city Greenbelt

(forests, arable land, parks, floodable parks and

protection areas)

2. Supplying the need for quality residential

developments through a consistent infill policy for the

less-condensed areas close to the city center

2 A platform for public spaces in

Alba Iulia, consisting of an

integrated network of spaces

and facilities for residents,

tourists and entrepreneurs

alike

1. Regenerating, requalifying and interconnecting open

public spaces, under- or misused;

2. Integrating main transport services for people (Alba

Iulia City Gate Hub) and freight (Barabant logistics

area)

3. Closing disjoined connections within Alba Iulia and

developing an integrated velo and pedestrian network

within the Municipality

3 Alba Iulia as the staple for

culture, history and heritage in

Transylvania, through

development of services,

capacity and infrastructure

1. Creation of an Urban Center for participative

transformation and development policies in Alba Iulia,

regionally and nationally relevant as a model of good

governance

2. Development of a cultural strategy for a high quality

integrated services and landmarks network

3. Creative development of tourism infrastructure,

correlated with capacity development

4 Urban-rural participative

agriculture innovation and

creation of local agriculture

1. Creation of an agriculture innovation cluster using the

integrated fund approach for endogenous

redevelopment of agriculture and creation of authentic


PP1 Alba Iulia (RO)

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market upper-echelon products of the area

2. Creation of a main market hall using pre-existing

industrial heritage infrastructure and a local distribution

service to create local produce markets as catalysts for

residential public space

5 Local industry and business

innovation within ecologically

equipped productive areas

1. Economic redevelopment through the creation of eco-

industrial, business parks and innovation centers on

brownfield sites within the city

2. Good international connectivity for export of high

added value products through developing intermodal

freight facilities

6 Alba Iulia as an attractive,

liveable and green city with

wellness and sports facilities of

regional importance

1. Development of a sports and activity hub through

integrating existing facilities (stadium, sports fields,

Olympic basin) with a regional importance Polyvalent

Hall

2. Recreational parks and development of interconnected

activity zones in the natural areas of the Municipality

Table 2 - General and Specific Objectives of the Integrated Strategic Agenda

PRIORITIY AXES OF THE STRATEGIC AGENDA

A. GREENBELT DEVELOPMENT AND INFILL DENSIFICATION

Rationale

There is an evident disparity between the current size of the still-sprawling Alba Iulia, on one

hand, and the shrinking city tendency highlighted by the 2011 census, corroborated with the

problem of urban networks that do not cover more recently developed neighbourhoods. The

dispersion towards north, north-west and the Mamut hill needs consequently to be stopped,

through a concerted action of supporting the infill of peri-central areas and the creation of a

green belt around the city. As such, a pillar of the Agenda is the balancing of land use,

preservation of the natural areas and integration with built environment in a manner that is

sustainable, economically efficient and in line with the current trends of the city. The axis has

two main priorities: 1) valorising and protecting the natural assets within the Municipality

from uncontrolled city expansion and 2) supplying the need for quality residential

developments through infill of the less-condensed areas close to the city center.

B. PLATFORM OF ACCESSIBLE PUBLIC SPACES

Rationale

The development of Alba Iulia as a touristic and liveable city lies not only with the quality of

its cultural attractions, but also with the capacity of the city to facilitate access to the existing

points of interest and to provide good-quality spaces for social interaction and the

manifestation of city life. As such, creating the necessary connections within the city,


PP1 Alba Iulia (RO)

28

requalifying vacant or misused public spaces and developing the main transport service areas

in an integrated manner represent priorities for the 2014-2020 programming period –

especially since these interventions are preconditions for the future development of tourism,

housing, business and industrial activities.

The priority axis encompasses interventions aiming at: 1) interconnection and requalification

of open public spaces, 2) integration of main transport services for both people and freight

within transport hubs and logistics areas), 3) closing disjoined connections within Alba Iulia

and creating an attractive pedestrian and velo network in the city, connected with the adjacent

natural areas.

C. CULTURE, HERITAGE AND TOURISM

Rationale

Alba Iulia is a city with an excellent cultural, historic and archaeological heritage. Aside from

the Alba Carolina Vauban citadel, the heart of the city and “soul capital of Romania”, Alba

Iulia encompasses a plethora of other cultural landmarks and services, which are distributed in

both the old town and the Citadel district of collective housing, a dynamic development area.

Albeit currently underused and under-promoted, the Citadel and adjacent cultural and touristic

facilities (existing and necessary) have the potential to jointly represent a Transylvanian staple

in the cultural and heritage tourism industry. In order to achieve this desired level of prestige,

international recognition and touristic attractivity, Alba Iulia has to firstly create its multi-

sectoral brand, based on sustainable tourism (culture, agriculture and food, art and

archaeology) and liveability, leveraging social innovation, participation and smart

governance.

This priority axis targets a number of three main intervention lines: 1) creation of an Urban

Center for social innovation, capacity building and good local governance, 2) creation of an

overarching Alba Iulia brand and cultural strategy, complete with high-culture services, 3)

capacity building and extension of tourism infrastructure through temporary use and other

creative means.

D. URBAN-RURAL PARTICIPATIVE AGRICULTURE INNOVATION AND

LOCAL AGRICULTURE MARKET

Rationale

In the current fractured agrarian, vineyard, orchard and new sprawl development landscape of

Alba Iulia and its surroundings, the potential of agriculture falls second to the uncontrolled

urban expansion and attractivity of other economic sectors or abroad opportunities. Albeit still

economic sectors holding a consistent share of the local economy, agriculture, traditional

crafts and food industry are declining. Local farmers are missing incentives, opportunities and

an urban hub to distribute their goods, which is why the urban-rural agriculture innovative

partnerships are a very important part of the current Agenda for Alba Iulia.

In light of the new European opportunities regarding the community led local development

(CLLD), Alba Iulia foresees the development of an urban-rural productive system in


PP1 Alba Iulia (RO)

29

partnership with local farmers and interested stakeholders, exploiting the benefits of

proximity between the city and its high-potential surroundings and pursuing the enhancement

of local markets. This will stimulate endogenous redevelopment of agriculture and creation of

authentic upper-echelon products of the area, through the innovative use of land (urban and

fringe agriculture) and technology (R&D), corroborated with an urban market system of direct

sale.

The creation of an agriculture innovation cluster in Alba Iulia will not only benefit the local

economy and social development, but it will also represent an opportunity for environmental

redevelopment, through using the agriculture enterprises as “land keepers”, in connection with

the Greenbelt priority. Apart from providing services and products to the Alba Iulia system,

the urban-rural participative agriculture has the potential of aggregating enterprises and

landscape, for the rehabilitation of rural heritage (e.g. vineyards) and cultural production.

This priority axis targets two intervention lines: 1) the creation of an agriculture innovation

cluster using the integrated fund approach for endogenous redevelopment of agriculture and

creation of authentic upper-echelon products of the area, and 2) creation of a main market hall

using pre-existing industrial heritage infrastructure and a local distribution service to create

local produce markets as catalysts for residential public space.

E. INNOVATION AND ECOLOGICALLY EQUIPPED PRODUCTIVE AREAS

Rationale

Most of Alba Iulia’s GDP is based on commercial services and primary goods, due to the fact

that the main industrial plants have been dismissed. What functions remain (mechanical

engineering, ceramics, agri-food) are dispersed within the city and unconnected, while most

of the industrial sites are abandoned and pose environmental issues. For this reason and in

aims to promote a sustainable and responsible future, this main priority of the Alba Iulia

Agenda for 2035 is proposing a set of actions for the reprogramming of territorial productive

activities in an integrated way, close to international connections and out of the city center,

within sustainable clusters (ecologically productive equipped areas) where services and main

networks would be shared between companies. Within these centers, or territorial

concentrations, industrial activities will be supported by R&D activities, connected with ICT

technologies and permanent training. Moreover, emphasis will be put on the ecological

component, new buildings being planned to be developed to produce energy from renewable

sources (buildings as bioclimatic machines).

This priority axis consists of two main intervention directions: 1) economic redevelopment

through the creation of eco-industrial business parks and innovation centers on brownfield

sites within the city; and 2) good international connectivity for export of high added value

products through developing intermodal freight facilities.

F. TOURISM, WELLNESS AND ENVIRONMENT

Rationale


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30

Within the framework of an insufficiently developed green public space network, low

opportunities for wellness activities and open-air (nature) tourism, the development of such

infrastructure is necessary in order to connect the city and benefit from the adjacent natural

areas of great value (river system, Mamut Hill, touristic areas in vicinity).

On one hand, the priority addresses the regional environmental connectivity and development,

identifying the ecological networks and connections and incorporating them the metropolitan

area’s future environmental tourism infrastructure. It aims at developing recreational parks

and developing touristic packets for activity zones within the natural areas of the

Municipality, in connection with the larger context.

On the other hand, it tackles the need for touristic representativity by developing wellness and

sports infrastructure integrating and upgrading existing facilities such as the stadium and

Olympic basin with a regional importance Polyvalent Hall.

Nr. Name of the project Topic Funding

opportunities

Opportunities

for partnership

1 Alba Iulia Urban Center and

multifunctional building within

the Alba Carolina citadel

(national importance)

Governance and ST/UA

Implementation:

Culture, Heritage and

Tourism, Social

innovation

POR 2014-2020

Horizon 2020 –

Societal Challenges

URBACT III

PO CA 2014-2020

Private funding

UTF Partnership

2 Intermodal HUB integrating

Alba Iulia’s main transport

stations with mixed-use public

spaces

Accessibility, mobility,

public space, urban

development

European Horizon

2020 “Smart,

Green and

Integrated

Transport”

Challenge

POR 2014-2020

POS Transport

2014-2020

CFR, private rail

services

providers, Livio

Dario bus

company, AIDA

TL, Penny

Market, owners of

unused buildings

in the intervention

area

3 Urban-Rural CLLD

Overarching Strategy proposal

– Creation of an Agriculture

Innovation Cluster

Transversal:

Local economy,

Innovation,

Environment, Tourism,

Social innovation and

inclusion

CLLD instrument

Structural funds

(POR), European

Social Fund

(POCU), National

agriculture (PNDR-

Leader), mobility

funds

Partnership within

the AIDA Area:

AIDA+UTF,

Municipalities,

research

institutes, private

companies and

farmers, etc.

4 Densification strategy for

prime-location underused

residential areas

Urban development,

social innovation

POR 2014-2020 PPP developers:

incentives for new

projects in

priority areas

5 Requalification and

interconnection of the open

Public space, urban

development

POR 2014-2020;

URBACT III;

Partnership

opportunities to


PP1 Alba Iulia (RO)

31

public spaces in the city Private capital;

Grants and other

funds;

be evaluated for

the new civic

center

6 Business and Industrial Park

Refractara, innovation pole and

ecologically productive area

Local economy,

innovation, energy

POR 2014-2020

PO COM 2014 –

2020

PO CU 2014-2020

PPP

Horizon 2020

COSME

4-leaf clover

partnershio:

AIDA and the

Municipality, the

Universities,

private investors,

Alba Iulia UTF as

catalyst

7 Alba Iulia Greenbelt:

Regeneration, long-term

protection, integration and

capitalization of strategic land

reserves

Environment, Urban

development, Tourism,

Energy

LIFE Programme

POR 2014-2020

POS Mediu 2014-

2020

Multifund:

Integration within

CLLD

Crowdfunding

participation,

Private funds,

donations, etc

National,

regional, local

partnerships:

Ministry of

Environment and

Climate Change,

ADR Centru,

AIDA, UTF

8 Development of the city’s

overarching brand and cultural

strategy, complete with the

development of high culture

services

Culture and heritage,

tourism, local economy

9 Integrated tourism capacity and

infrastructure development

through innovative solutions

Tourism, local

economy, heritage,

social innovation

10 Connecting the city: Closure of

disjoined connections within Alba

Iulia and development of an

integrated velo and pedestrian

network

Accessibility, mobility,

urban development,

wellness and tourism

Horizon 2020

POR 2014-2020

National Transport

Operational

Programme

Mobility grants

-

11 Alba Iulia Gateway business

park and innovation center,

encompassing Market Hall and

complementary functions in the

former Johanna Mill

Local economy, social

innovation

12 Polyvalent Hall integrated into

the Alba Iulia Sports Hub

Culture, wellness and

tourism

13 Barabant Intermodal Freight

Node

Mobility, local

economy

14 System of local neighbourhood

“social markets” and non-

polluting distribution

Local economy, social

innovation,

environment

Table 3 - List of prioritized projects


PP1 Alba Iulia (RO)

32

5 Project Fiches: Priority projects corresponding to each goal and axis of the Agenda

Priority Project 1. Alba Iulia Urban Center and multifunctional building within the

Alba Carolina citadel (national importance)

The need to create an Urban Center in Alba Iulia represents one of the most important

priorities of the Agenda, both coming out of the stakeholder discussions as well as the

analysis, in the aim of providing long-term continuity to integrated participative development

in the city.

The Urban Center will play a crucial role in the development of Alba Iulia after project

STATUS ends and will represent a conduit for the implementation of the Strategy. The Center

is a place specifically developed to provide the over 30 stakeholders in the Alba Iulia UTF

with decision-making capability on urban and regional development, in order to improve

awareness, knowledge, transparency, participation and effectiveness. The function per se will

be a result of the collaboration of AIDA with the Municipality and the whole Urban Task

Force and will develop a series of facilities critical for involving the civil society in local

transformation policies.

The project represents the first and foremost priority of the Agenda, since it will create the

necessary capacity of jointly implementing the rest of the projects. The Urban Center will be

complemented by a series of regional and national importance cultural facilities, and as such

will represent a priority project with wide-scale impact.


PP1 Alba Iulia (RO)

33

Figure 15- Saint Stephan’s Bastion, proposed location for the Urban Center

The Urban Center of Alba Iulia is, essentially, the meeting place of the city. It has therefore to

be easily accessible, central, relevant from an architectural point of view and, most

importantly, a place that the citizens can identify themselves with.


PP1 Alba Iulia (RO)

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Figure 16 - Location of the new Urban Center

The Center will be thus located within the Citadel, but it will also need to reflect the

completely new provocations and necessities of participation, dialogue and good governance,

separating itself from existing structures. A new building is therefore considered the solution

for distancing this new urban structure of national importance from the existing ones, in

completing the Carolina citadel’s suite of heritage from the Roman times to the contemporary

epoch.

Priority actions:

Feasibility study for the multifunctional center;

International contest for the design of the architectural object under the conditions

revealed by the feasibility study;

Change and approval (by the Local Council) of destination urban functions for the

Bastion plot;

Implementation of the winning proposal – construction of the center under external

funding and / or partnership:

o Space for permanent exhibition and information desk;

o Open space for temporary exhibitions, vernissage events, etc;

o Conference room (can be jointly developed for both UC and the Architectural

Culture Center of Transilvania)

o Meeting room for roundtable discussions and Urban Task Force meetings,

investor / partnership discussions, etc;

o Archive and private spaces;


PP1 Alba Iulia (RO)

35

o Definition of the UC personnel; hiring procedures / collaboration or

volunteering contracts for the UC staff;

o Aquisition and setup of equipment for the Urban Center: computers and

peripherals, projection facilities, furniture (conference room, archives, meeting

room, exhibition areas, etc);

Creation of identity / brand package for the Center;

Creation of connected functions in or in the proximity of the center ,eg. retrofit of the

Principles Palace for theater and auditorium and equipment of annexes (props and

rehearsal spaces, changing rooms, etc).

Creation and equipment of inside or connected spaces for co-located services: shops,

confectionery/pastries, souvenirs, info point, etc.

Creation of promotional strategy and material including online platform, promo

campaign, launching event;

Creation of a schedule for events, exhibitions and meetings;

Figure 17 - Potential affiliated functions of the Alba Iulia Urban Center

Location

Alba Carolina Citadel, on the Saint Stephan’s Bastion, close to the Principles Palace

Status

URBAN CENTER and

potential affiliated

functions in the Citadel

Urban Center Alba Iulia -Antenna,

Megaphone, Arena for UTF

Regional Urban Culture Center and exhibition

area

Theater and performance

hall / auditorium

Spaces for organization of cultural events,

projections conferences,

etc.

Info-point, souvenirs

Shops of the Alba Iulia

Agricultural Association


PP1 Alba Iulia (RO)

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Project to be implemented

Timeline

2015-2017

Investments costs estimation

Medium

Funding opportunities

National Regional Operational Programme (POR) 2014-2020

Horizon 2020 – Societal Challenges

URBACT III

National Administrative Capacity Operational Programme (PO CA) 2014-2020

Private funding

Opportunities for partnership (if applicable)

UTF partnership

Priority Project 2. Intermodal HUB integrating Alba Iulia’s main transport stations

with mixed-use public spaces

Description

The redevelopment of the Alba Iulia rail station and integration with the other means of public and

private people transport within the city is key for improving accessibility and mobility in the area,

reducing energy consumption, pollution, transportation costs and the burden on the city’s

infrastructure. The Alba Iulia train station represents a gateway into the city, conveniently located at

its southern entrance, but for it to function properly a complete redesign and integration of the existing

structures is in needed. The aim of the project is thus to redevelop the Gateway area of Alba Iulia into

an attractive, efficiently functioning and welcoming transport and services pole, connected directly to

the “heart of the city” – the citadel.

The project addresses the creation of an intermodal public transport hub in the area, integrating rail

transport (CFR Romania and private rail companies), Metropolitan Public Transport (AIDA-TL),

private transport companies (airport shuttles, touristic tour busses, taxis) as well as facilities for

park&ride, rent-a-bike and other associated retail and commercial activities.

The project represents the first step in the redevelopment of the southern part of Alba Iulia, a precursor

to the Priority Project 14. Alba Iulia Gateway business park and innovation center. The project is also

in synergy with Project 12. Alba Iulia Market Hall and connected functions in the former Johanna

Mill, Project 5. Requalification and interconnection of the open public spaces in the city and Project

18.System of metropolitan bike and hike paths integrated with in-city tourism infrastructure.

Priority actions:

Development of prefeasibility and feasibility studies for the construction of the integrated

Gateway Hub and the adjacent public space


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Creation of partnerships and an implementation consortium: Alba Iulia Municipality, owner of

the 2 bus station in the area (Livio Dario and Autotrans STP) , CFR and other interested

relevant transport and service providers in the area;

Development of Masterplan and action plan for implementation;

Phased implementation:

2.1. Integration of public transport terminals:

a. Extension / connection of railway station with private (touristic, shuttle, regional)

bus station;

b. Development of an integrated transport information system;

c. Development of additional services within the terminal/s: info point, retail and

services;

d. Lots north to railway will be restructured and regional / private bus service office

to be collocated with the rail office.

2.2. Redevelopment of public space adjacent to Railway station (zone 1) and creation of

integrated terminal infrastructure for the AIDA-TL, regional private busses, shuttle

service.

2.3. Preparation of redevelopment phases consistent with the Z2 and Z3 areas (the

business/retail strip on Ferdinand Street, Johanna mill, abandoned industrial sites)

2.4. Redevelopment of mixed-use commercial / transport area (Penny market, other pre-

existing constructions – most unused, parking lots, gas stations – Z1 north). Insertion of

bike and rent-a-bike services and setup of park-and-ride facilities (parking lot could be

considered underground)

2.5. Development of integrated transport information system;

Figure 18- Development areas

Location


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Alba Iulia train station, bus station and adjacent public, concessioned and private space

Status


Timeline

2015-2018 (stations integration) – 2022 (Z1 complete redevelopment)


High


European Horizon 2020 “Smart, Green and Integrated Transport” Challenge (6339 million

EUR 2014-2020)


National Transport Operational Programme (POS Transport 2014-2020)


Partnership with CFR, private rail services providers, Livio Dario private bus company, AIDA TL

local public transport, Penny Market, owners of unused / unfinished buildings in the intervention area

Priority Project 3. Urban-Rural CLLD Overarching Strategy proposal – Creation of an

Agriculture Innovation Cluster

This priority project of the agenda features the creation of an overarching social enterprise

development strategy on a contextual scale (the area of the Alba Iulia Intercommunity Development

Association), to be started within the 2014-2020 programming period using the new Community Led

Local Development instrument.

The main aim of PP3 is to use the integrated fund approach for the endogenous redevelopment of

agriculture and creation of authentic upper-echelon products of the area, through the innovative use of

land (urban and fringe agriculture) and technology (R&D). This initiative is transversal: it is expected

to fulfil the strategic objectives of:

1. Axis A – Greenbelt development and infill densification, through the low-impact productive

use of the strategic land reserves around Alba Iulia. Areas mapped for preservation will,

through a concession agreement, be provided for commercialized agriculture (produce, animal

products, fruit crops, etc) or even community gardens.

2. Axis D – Agriculture Market and Local Employment, through both development of the

primary sector and the creation of jobs, part- or full time, for farmers and young entrepreneurs

interested in developing small farms;

3. Axis E – Innovation and ecologically equipped productive areas, through the incentives and

opportunities for food industry development and through the creation of a food science

research center, in partnership with the “1 Decembrie 1918” University, science Faculty;

4. Axis F - Tourism, wellness and environment, through the development of agritourism,

“authentic experience” packages for tourists, etc.

The idea is to redevelop productive agriculture in an urban-rural partnership with:

AIDA and the comprising local municipalities;


PP1 Alba Iulia (RO)

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Local farmers: promotion of small farms with low/medium intensity production of high-

quality products and encouragement of part-time farming, urban/fringe agricultors, youth

initiatives. Investments in technology supported by cluster / association (EU structural funds),

Existing and potentially interested food industries and the Refractara Business and

Industrial Park, for the development of upper-echelon (premium, bio) products for local use

and export,

The Food Science research center and main market hall of Alba Iulia (Priority Project 12)

and the neighbourhood “social market” distribution system (Priority Project 15), for local

commercialization,

Logistics companies for distribution and export,

Tourism companies for strategic partnerships (agritourism and day-trips from the city);

In what concerns the retail sector, this project targets the development of an authentic brand for

productions, with a high proportion of ecologic products (wines, fruit-based products, dairy and meat

products, etc).

The project provides both horizontal and vertical linkages between sectors (economic and

public/private), as well as a strong urban-rural connection within the Alba Iulia Municipality / AIDA

Association.

Priority actions:

Development of a partnership strategy between public authority – fringe/periurban/rural

agricultors – industrial sector – research and development – logistics and local vendors;

Definition of boundaries for the area of intervention;

Preparation and agreement upon the CLLD Strategy in full detail (participative process);

Preparation of action plan and funding application. Key investments for the Strategy:

o Establishment of a unique foodstuffs and animal product brand for the area;

o Creation of a common platform and structure to manage the small producers’ needs,

to enable communication and to foster synergy within the AIDA area.

o Allotment of fringe/greenbelt and agricultural land by concession / contest to farmers,

young entrepreneurs, agriculture start-ups;

o Development of an incentive policy for commercialized production of fresh

produce, animal products, fruit crops by supporting farm enterprises and microfarms

(differentiated policies, start-up funds, etc) – both production and commercialization;

o Creation of a food science research and innovation center for the area (Priority

Project 12);

o Expansion and rehabilitation of irrigation systems, investments in technology;

o Redevelopment strategy for vineyards and solariums;

o Operationalizing economy chain partnerships: incentives for using local produce as

feedstock for food industry;

o Periodic review and monitoring of CLLD Strategy;

Location

Alba Iulia rural areas, whole AIDA area

Status


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Timeline

2015-2018


Medium-High


CLLD instrument: Structural funds, European Social Fund, National agriculture (PNDR)

funds, mobility funds, etc.


Partnership mandatory within AIDA area of municipalities for the creation of the CLLD group

Priority Project 4. Densification strategy for prime-location underused residential areas

Description

This project aims at increasing the use of space within existing built-up areas with low and very low

residential density, within the prime-location areas of Alba Iulia and towards north, where

construction of the “new neighbourhoods” has already been partially carried out. It is a complex,

integrated initiative for fostering long-term sustainability of housing in Alba Iulia, through the

reduction of development costs (both private and public), environmental pressure, sprawl and its

consequences, while fostering an improved level of access to the city’s resources and amenities.

Priority actions:

Redefinition of Alba Iulia neighbourhoods and sub-zoning of residential areas;

Selection of low/very low-density residential areas favourable for densification;

Assessment of requirements for redevelopment: infrastructure coverage, accessibility issues

and priorities, etc.

Definition of a policy for densification:

o Establishment of minimum gross base density (average density) for the areas south of

Carolina and Cetate neighbourhoods, for recent already-built developments in the

northern area (“new neighbourhoods”) and for the northern part of Lipoveni

neighbourhood;

o Definition of a range of planning and regulatory measures: regulatory and zoning

measures, space standards, development containment (urban edge – please see Priority

Projects on Greenbelt);

o Definition of scope of development and types of residential areas to be created (ie.

Middle class single homes housing, student housing and campuses, etc).

o Definition of fiscal measures and incentives/disincentives: fast-tracking of land

development applications in priority areas, municipal tax rebates encouraging

development in targeted locations.

Implementation of municipal works for sustaining densification: infrastructure extension

works where such is missing (water and sewage, gas, electricity, access roads, secondary roads

and collectors, connection to main city infrastructure);


PP1 Alba Iulia (RO)

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Development of a communication strategy for the densification policy and stakeholder

engagement and commitment actions. Fostering the creation of a new identity for these

neighbourhoods

Location

Areas south of Carolina and Cetate neighbourhoods (Dealul Furcilor and new developments), recent

already-built developments in the northern area and the northern part of Lipoveni neighbourhood;

Status


Timeline

2015-2020


Medium-high




Partnership with developers possible through the allocation of incentives for new projects in priority

areas

Priority Project 5. Requalification and interconnection of the open public spaces in the

city

Description

At city level, public space needs to be the

cultural binder between the Citadel, the old

city center at its East and the new high-rise

city center in the West. A strategic multi-

functional axis has been identified for the

creation of a friendly city, with pedestrian and

bicycle paths, speripheral natural landscape

(Mamut hill, Mures and Ampoi rivers).

The project foresees a systemic approach to

the public spaces of Alba Iulia, at the same

time establishing a hierarchy, especially in

what concerns the spaces surrounding Alba

Carolina. The transversal topic of public

space will be thus addressed on multiple

levels:

Capitalizing on the design, scale,

architecture of the Citadel and

creating a bridge between Alba

Carolina and the rest of the city;

Creating social spaces reflecting the

community’s local character, through

the redesign of misused, underused or

vacant publicly accessible space in

proximity or connection to the Citadel;

Accommodating multiple uses (transit,

Figure 19 - Main intervention sites for the platform of public

spaces in Alba Iulia


PP1 Alba Iulia (RO)

42

recreation, playgrounds, temporary uses, cultural events, commercial activities) and multiple

users, through enhanced accessibility via walking and biking;

Protecting and enhancing the environment and natural features on the fringe of the city

through green connections.

This will be achieved throug a series of interventions aimed at the redesign and revitalization of

existing public spaces outside the citadel, redevelopment of pedestrian connections between them,

implementation of a sustainable mobility plan ensuring the extension of bicycle lanes and facilities

within the city, as well as the development of consistency in public space identity (urban furniture,

signange) and a socio-cultural programme, including temporary uses and urban events.

The main intervention areas for the Platform for Public Spaces are:

1. Public space area within the future transport hub of Alba Iulia (synergy with PP 2);

2. European Council Plaza and Iuliu Maniu Plaza, the new Civic Center of Alba Iulia

3. Public space around Casa de Cultura, in conjunction with the Unirii Park

4. Incoronarii Boulevard, Octavian Goga and Take Ionescu streets intersection.

Figure 20 - Vacant or underused public space within Alba Iulia with potential for redevelopment (orange). Red areas

- Phase 1

Priority actions Phase 1:

Feasibility study for the platform of public spaces (Phase 1);


PP1 Alba Iulia (RO)

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Creation of public space identity guidelines for signage and urban furniture (urban coherence);

Creation of an urban soft mobility strategy;

Creation of a pedestrian and biking network masterplan;

Initiation of UTF and public discussions and debates on the potential permanent or temporary

urban functions to be inserted in the priority intervention areas 1-4 (Figure 13);

Organization of local and/or international contests for the design of Zones 1-4 and

implementation:

o Design of an urban park and adjacent open public space within the future transit hub

of Alba Iulia (Area 1);

o Contest for the redevelopment of the European Council Plaza as a new civic center of

the city, incl. removal of the parking lots through the creation of an underground

parking (Area 2);

o Contests for the redevelopment of under- and misused public spaces within the city,

e.g. the public space in front of the Culture House and within the new city center

(West area) and the southernmost edge of the citadel, in conjunction with the transit

hub;

Redevelopment of public axes and corridors as green pedestrian corridors in connection with

the natural peripheral landscape and Mamut Hill;

Development of a programme for cultural events and temporary interactive uses of the public

space within and outside the Citadel;

Phase 2: expansion of the redevelopment actions to acentric publicly accessible vacant, mis-

or underused spaces in the City;

Location

Alba Iulia, the public space around the Citadel and main development axes (initial stage), as well as

more peripheral vacant, underused or misused public space within the city (phase 2).

Status


Timeline

2015-2020 (Phase 1) – 2025 (Phase 2)


Medium-high


National Regional Operational Programme (POR) 2014-2020;

URBACT III;

Private investments;


-


PP1 Alba Iulia (RO)

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Priority Project 6. Business and Industrial Park Refractara, innovation pole and

ecologically productive area

Description

This priority project is consistent with the Alba Iulia Municipality’s plans for the redevelopment of the

“Refractara” industrial area as a Technology Park, but adds to the authorities’ initial plan the

dimensions of innovation, ecologic production, research and development. The project aims at

creating a learning, business and industrial pole in the area, supporting local and FDI investments and

the transfer of active industry from the city center to the periphery. Moreover, it envisions the creation

of ecological solutions to energy production, starting from Priority Project 7 proposal for the

production of energy willow biomass.

The project is also in synergy with Priority Project 13 – Barabant Intermodal Freight Node, which will

ensure the necessary connectivity for the high-return goods produced in the Refractara area, and with

Priority Project 2 – Intermodal HUB, providing accessibility for workforce outside the city (see Figure

21).

Figure 21 - Technology park in connection with the city

The Technology and innovation park is envisioned as a support structure for a concentration of

economic and connected activities in Alba Iulia, interdependent and functioning similar to the cluster

concept in order to support development in the most prominent economic sectors of the city:


PP1 Alba Iulia (RO)

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1. Agricultural industry, agri-food and

derived products;

2. Mechanical engineering;

3. Ceramics industry;

4. High-potential energy sector;

5. ICT, research and innovation.

The formal cooperation between different key

actors is essential for the implementation of

these structures. One of the main priority

actions in the beginning will be hence the

creation of a 4-leaf clover PPP consortium

consisting of the Municipality, the

Universities, the Resial assets owner and

other potential private investors (energy,

industry), as well as the Alba Iulia UTF as the

catalyst for the development of the industrial

park.

The second step will be to analyse and determine which functions will yield the best return in terms of

local economic development. This will have to be achieved by implementing a feasibility study and

A subsequent feasibility study and background analysis will provide the answers towards the proposed

functions.

Subsequent actions will target the preparation of the Park site, namely investments in decontamination

of the brownfield, existing structure recovery where possible, expansion and upgrade of urban utility

and communication networks. This action will be corroborated with the Priority project 13, which will

create a freight transfer station in the Barabant area, and will lead the way to the relocation of active

in-city industry as part of a plan to redevelop the functional areas of Alba Iulia.

Developing the Park will have several main components, depending on the results of the feasibility

study. Priorities pursued, subprojects in themselves, will be the following:

1. Development of a business incubator, or a business support and research center, in partnership

with existing Universities in Alba Iulia

2. Development of a regional center for vocational and continued professional training for adults,

offering the possibility of praxis to young professionals in the domains of interest ceramics,

mechanical engineering, ICT, etc.

3. Development of a biomass turbine for the co-generation of thermal energy by using energy

willow planted along the high-voltage energy corridors in Alba Iulia (part of PP 7);

Figure 22 - Priority Project 6: Developed functions


PP1 Alba Iulia (RO)

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Priority actions:

Approval of the new PUG;

Setting up of a 4-leaf clover partnership;

Feasibility study for the redevelopment of the

whole industrial area towards N-E; assessment of

opportunity for the creation of:

1. a business incubator,

2. a regional center for vocational training

3. a biomass turbine;

Decontamination and preparation of intervention

site;

Completion / extension of urban networks,

including ICT and broadband services for the area;

Creation of an incentive package for active

industries in Alba Iulia to stimulate their relocation from

within the city;

Development of the foreseen functions within

the Park, as per the results of the feasibility study (Phase

2).

Location

Area north-east of Alba Iulia, within the Barabant satellite settlement;

Status


Timeline

2015-2016 (Phase 1) - 2020


Medium-high



National Competitiveness Programme (PO COM) 2014 – 2020

National Human Capital Programme (PO CU) 2014-2020

Public Private Partnership

Horizon 2020 Programme;

COSME programme;


Partnership needed within a 4-leaf clove consortium: AIDA and the Municipality, the Universities,

private investors, Alba Iulia UTF as catalyst

Figure 23 - Refractara Park location in relation

with the city


PP1 Alba Iulia (RO)

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Priority Project 7. Alba Iulia Greenbelt complex project: Reforestation, long-term

protection, integration and capitalization of strategic land reserves

Description

This overarching project aims at ensuring a well-connected strategic naturalized land reserve around

the more compact part of the city, for the long-term quality development of the Municipality. The

purpose of the intervention is manifold; firstly, it will provide a green barrier to the unrestricted sprawl

of the “new neighbourhoods”, as well as prevent the merging of Oarda, Paclisa, Micesti and Barabant

into Alba Iulia city, thus preserving the identity of each satellite settlement. It will also encourage

urban regeneration, by supporting densification and recycling of unused prime location land, and it

will improve the quality of the environment and liveability of adjacent neighbourhoods. Moreover, it

will mitigate landslide and flooding risks through reforestation and floodplain restoration. Last but not

least, it will provide unique opportunities for outdoor recreation.

Figure 24 - Proposal: Reforestation (dark green), reclaiming of arable land (hatch), development of green spaces

around Alba Iulia(light green)


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For achieving its end scope, the project will define and implement five main actions within an

Integrated Strategic Land Reserve Management Plan, which will represent the “Priority 0” for this

project, together with the creation of a green cadastre and mapping of existing and potential

spaces to extend green areas, as well as spaces for preservation and reforestation.

7.1. Reforestation and development of wellness and touristic activities on Mamut Hill

(priority subproject in synergy with Axis F objectives)

The subproject will create two areas of reforestation and erosion control, destined as urban /

community forests. In the latest PUG studies, recent landslides around Paclisa indicate erosion control

action is as urgent as it is welcome, as an opportunity for landscape restoration, improvement of

environmental conditions and mitigation of natural disaster risks.

Priority actions:

Amendment of the General Urban Plan and change of destination for the new proposed

reforestation areas;

Implementation of reforestation on the two selected areas (Mamut towards south and in the

Northern part of the Municipality);

7.2. Protection and valorisation of yet-unbuilt land reserves

This subproject envisions the creation of agricultural or mixed land reserve areas restricted to urban

expansion, especially towards the Mamut Hill and up north where Micesti and Barabanti tend to merge

together. The strategic land reserve is of high importance for the future development, and while

parcelling is already in progress for new developments, the reclassification of these large areas should

be swiftly carried out through amendments of the current planning instruments. This action is

connected to Priority Project 3. Urban-Rural CLLD Overarching Strategy proposal – Creation of an

Agriculture Innovation Cluster and will create the necessary land for developing fringe agriculture.

Priority actions:

Amendment of the General Urban Plan and change of destination for the new proposed land

reserves (change of destination from residential areas);

Institution of a regulatory framework for long-term protection and definition of potential uses

of the green/yellow belt area; Community involvement is key, CLLD will be considered in

corroboration with the priorities on fringe agriculture (Axis D), innovation and production

(Axis E), tourism and environment (Axis F).

Development of a communication plan for the process and of a staging for the future

reintroduction in the residential use for the reserved land plots;

Redevelopment of agriculture, greenhouses and solariums, pomiculture, livestock growing and

other low-impact activities such as community gardening on reserved land. This is a priority

common with Priority Project 3.

7.3. In-city definition of Greenbelt through landscaping and development of green spaces on

currently empty plots

Subproject 7.3 envisions the selection of vacant, unused lots in municipality’s property and the

creation of green areas for recreation, children’s playgrounds, outdoor sports facilities, groves and


PP1 Alba Iulia (RO)

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landscaped areas. The idea behind it is to insert green wedges into the uncompact sprawl areas of Alba

Iulia in order to limit construction of strictly residential single-family developments and to facilitate

access to safe green spaces in these areas on the principle of a “10-minute walk” distance. In-city

green connections will be defined following the main existing transport connections around and from

the citadel towards the Mamut hill, Mures and Ampoi rivers. This part of the project will be correlated

with the proposal for requalification of the open public spaces in the city.

Moreover, the subproject envisions the creation of green wedges running through the less-dense parts

of the municipality, as protection corridors for high voltage power lines (LEA 220 KV and 11 KV)

and gas critical infrastructure. The green wedges and bioenergy corridors will be a part of the Green

Belt of Alba Iulia and, due to constraints regarding the types of eligible activities in protection areas,

will be planted with energy willow and other biomass fuel plantations. Priority actions:

Amendment of the General Urban Plan and change of destination for the new proposed green

spaces (change of destination from residential areas);

Development of a communication plan for the process and a community-led design initiative

for the outlined municipal spaces;

Redevelopment of selected greenbelt plots selected for landscaping and leisure in a step-by-

step way, prioritizing lighter (less costly, such as simple planting) and more needed (such as

children’s safe playgrounds) functions first;

Implementation of green connections / corridors on main transport lines: alignment plantation

/ street treelines, green squares, potential vertical gardens or green terraces, etc. (in stages)

Implementation of biomass energy willow plantation in the protection areas of power lines and

critical gas infrastructure;

7.4. Protection and integration of Mures and Ampoi floodplains into the green city belt

The aim of this subproject is to protect and integrate Alba Iulia’s rivers Mures and Ampoi into a green

city belt, by developing a series of city parks, open spaces and green protection zones within the

floodable areas of the rivers. Especially in light of the construction of the new highway Sebes-Turda,

which will sever the connection of Mures River with Alba Iulia city, an adequate valorisation and

protection of the very high potential floodplain area represents a priority for the 2014-2020 period and

beyond.

The development of the project will ensure an improved flood management using more natural

processes and reduce negative impacts of the city through increased ecosystem resilience. Moreover,

creating the floodable city parks will allow reconnecting of the citizens to the natural environment,

better access for recreation and improved well-being, while on the other hand, it will protect the

habitats for wildlife and minimize the impact of the highway’s construction.

Priority actions:

Definition of the Greenbelt Masterplan (Axis A priority for all subsumed projects)

Creation of partnership with adjacent municipalities for a common strategy;

Inclusion of floodable areas of Mures and Ampoi rivers into protected area with special

provisions regarding management and restoration;

Development of feasibility study for floodplain restoration and natural flood risk management;

Development of feasibility study for the creation of a touristic port and leisure area in the

southern part of Alba Iulia;


PP1 Alba Iulia (RO)

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Development of masterplan for river restoration and creation of floodable parks: waterside /

riparian design, water access, transport routes, wildlife corridors, drainage systems, leisure

activity areas, recreational fishing, playgrounds, etc.

Phased implementation of plan;

Locations

Within Alba Iulia Municipality, around the denser area of Alba Iulia City, adjacent to the Mamut hill

on the western part and in the northern area of the city

Status


Timeline

2015 – 2020 (short-term: creation of greenbelt spaces encircling the denser part of the city and

planting action for reforestation) – 2025 (medium-term: constitution of floodable park system) –

2035+ (long-term: reforestation process and management of strategic land reserves)


Medium


European LIFE Programme 2014-2020


National Environment Operational Programme (POS Mediu) 2014-2020

Multifund approach: Integration within a CLLD initiative at local level

Crowdfunding participation: local community fundraising for punctual contributions in local

parks of the system

Private funds, donations, etc.


Implementation through partnership is possible with the involvement of the local community in a

community funding scheme, encouraging citizens to make a donation for a certain part of the greenbelt

– a “donate a bench for your park” programme.

Citizens can be afterwards directly volunteer in implementation, especially for the creation of green

space such as community gardens, plantations, etc.

Actions of reforestation and management of land reserves are strongly recommended to be

implemented in partnership at a regional level (eg. AIDA Area).

For the floodplain interventions, partnership should be sought with adjacent municipalities Sebes,

Santimbru, Teius as well as on a regional scale, with the ADR Centru, and on the national scale, with

the Ministry of Environment and Climate Change.

For the energy willow plantation, partnership with: Local and national energy companies, ALEA -

Agenţia Locală a Energiei Alba.


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Priority Project 8. Development of the city’s overarching brand and cultural strategy,

complete with the development of high culture services

This priority project builds upon the importance of creating a single, overarching brand for

Alba Iulia, integrating all of the city’s strong suites and creating a platform for different

services and actors to communicate and cooperate for the development of Alba Iulia as the

pinnacle of Romanian history, culture and heritage, the historical capital of Transylvania.

The project foresees two types of priority actions, the first one being the brand development

per se, expanding the Promotional Strategy of the Citadel with the other assets of the city and

its surroundings, while the second one being the recovery and development of cultural and

social functions within the city.

8.1 The brand represents the strategic process for developing a long-term vision for Alba

Iulia, which is relevant and compelling to the key audiences: national and international

tourists, youth which could find the city attractive and livable, the citizens. The Alba Iulia

Brand focuses on the city’s relevant differences with its competition, the core message to the

key stakeholders and the consistent communication of those messages. As such, key actions

for this subproject will be:

Initiation of a discussion process by the UTF with a variety of stakeholders relevant to

the city’s aspirational brand;

Definition of the objectives and key target users to attract and keep in Alba Iulia

Identification of current and desired situation;

Creation and discussion of value proposals for priority target segments:

1. Cultural redevelopment of vacant, unused spaces inside and outside the citadel

(Subproject 8.2)

2. Touristic port, leisure and archaeological experience area in southern part of

Alba Iulia (Priority project 9)

3. Polyvalent Hall (Priority project 11)

4. Development of Mamut Hill and floodable parks as leisure and wellness poles,

reinforcing the livable characteristic of the city (PP7);

5. Development of the Carolina Citadel activity programme and international

event schedule;

Execution of the strategy.

8.1 The high-culture facilities are a necessary priority due to the fact that the City Hall

services, especially the cultural ones, are currently inadequate. Support structures are missing

and are much needed, especially within the citadel, which benefited from large-scale

investments into the physical infrastructure, unmatched by the necessary functions. Another

aspect this project tackles is the lack of integration with the surrounding area of the city from

a cultural standpoint. Alba Iulia has a city center divided into three:

1. The old town, which has a great cultural heritage from 1800 onwards and hosts the

main administrative functions;

2. The citadel, with everything it contains and represents;

3. The “new town”, the Citadel District of collective housing, which is developing very

dynamic.


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In order to integrate the three parts, this project creates cultural axis that would “pierce

through” all three areas, consisting of the Transylvania Avenue, Mihai Viteazul St.,

Basarabiei St. and could continue perpendicular with Ferdinand Boulevard and Ardealului St.

Priority actions:

Rehabilitation and reuse of the

cinema and culture house in

the Cetate district;

Opening the Batthyanaeum

library to the public;

Redevelopment of the Princes

Palace as a theater and a

center for Transylvanian

Culture;

Reconversion / restoration of

original philharmonic function

to the House of Students;

Reconversion of the Columna

cinema into a cultural center

for the citizens in the

collective housing

neighbourhoods.

Locations

Within Alba Iulia Municipality, several intervention sites as pictured in Figure 25

Status


Timeline

2015 – 2018


Medium


URBACT III;

POR 2014-2020;

Private investments in PPP (eg. Theatres, the opera, etc)

Other cultural funds and grants;


Partnerships could be established with relevant cultural stakeholders at local, regional and national

level: theatres, philharmonics, opera, etc.

Figure 25 - Cultural infrastructure and networks


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Priority Project 9. Integrated tourism capacity and infrastructure development through

innovative solutions

Tourism infrastructure redevelopment:

Developing a municipal programme for retrofitting unused buildings (for hostels, hotels,

seasonal renting) and creating camping sites on the Mamut Hill and in surroundings;

Creating partnerships and supporting interested property owners to develop tourism lodging.

Definition of thematic touristic bus tour;

Developing a funding application strategy for temporary use, low cost / low impact touristic

accommodations;

Application for funding and implementation

Increasing the use of ICT and innovative technology in tourism products (integrated App/Alba Iulia

Touristic Guide):

Involving local IT companies in developing the best solutions and implementation plan;

Commissioning locally the extension of free wireless service to the Alba Iulia city center;

Engaging big companies into sponsoring; incentives; use and promotion of their own

equipment;

Developing web- and GPS- enabled access to:

o Information on landmarks, using QR codes on sites to be provided with additional

details or augmented-reality displays of the Citadel’s appearance through ages

o Information on location of sights, info-points, souvenir shops, Alba Iulia authentic

local products shops, etc.;

o Information on transport, bus routes and schedules, etc.

o Hiking / biking trip planner and GPS-enabled trip assistant, integrated with location-

based alerts for the Mamut Hill and surroundings.

o Social media plugin and the possibility to ""share"" your trip experience

Incorporation of services into integrated mobile portal/app using open source software, being

delivered as freeware to tourists

Promotion of Alba Iulia APP on web (booking.com, trip planning websites, ticketing sites,

etc) and on site (QR codes in all hotels, info points, inside shuttle busses from airports, etc).

Locations

Within Alba Iulia Municipality

Status


Timeline

2015 – 2017


Medium


URBACT III;

POR 2014-2020;

Private investments in PPP and sponsorships from big ICT companies


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H2020 Pillar "Leadership in enabling and Industrial Technologies" (LEIT): LEIT Information

and Communication Technologies

Horizon2020 ICT-enabled societies calls;

JESSICA, other grants, etc


Partnership necessary between the AIDA, Municipality, UTF and other tourism and ICT solution

service providers necessary

Priority Project 10. Connecting the city: Closure of disjoined connections within Alba

Iulia and development of an integrated velo and pedestrian network

Description

The main priority of this project consists of closing the Alba Iulia outer ring on the south-west side

(connection of Revolutiei Boulevard with Ferdinand Boulevard and directly with the new motorway)

and analysing the opportunity for development of a mixed-use logistics and services area, given the

advantageous location also adjacent to the railroad, the Porcelain factory, the future Gateway business

park and innovation center (Priority project 15) and the future Market Hall (Johanna Mill). Subsequent

actions target the closing of secondary connections: the road on the urban edge towards Mamut Hill

and an inner ring to the extended section mentioned above (see Figure XX). The project is expected to

improve the mobility within the city and is instrumental in diverting traffic from the denser “Cetate”

neighbourhood from the citadel area towards the south and the exit to Sebes. It will also improve

mobility in the less-connected areas of the city (the neighbourhood under Mamut hill and Dealul

Furcilor) and it will support the densification policy by making the area south of Cetate more

accessible.

Priority actions:

Integration of additional envisioned proposals in the General Urban Plan (accessibility road

towards the center from the Porcelain Factory, development of logistics services in addition to

business/industrial in the outlined area (Figure XX);

Approval of General Urban Plan and application for funds (national, European);

Implementation of ring road extension, from Revolutiei to Ferdinand Boulevard and new

highway;

Feasibility study for Gateway Logistics Park (bimodal: rail and truck);

Enlargement of Eliade Street (towards Mamut Hill), including with sidewalks;

Continuation of Aurel Lazar Street until Ferdinand Boulevard (inner ring in the S-E area of the

city)


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Figure 26 - Mobility infrastructure completions (in red), pedestrian and bike network (in light green)

Location

Alba Iulia south side and Mamut Hill

Status

Part of project pre-envisioned in the new PUG (closure of main outer ring), planned for

implementation.

Timeline

2015-2018 (completion of Mobility infrastructure and feasibility study for logistics area)


High


European Horizon 2020 2014-2020 programmes


National Transport Operational Programme (POS Transport 2014-2020)


-


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Priority Project 11. Alba Iulia Gateway business park and innovation center with

Market Hall and connected functions in the former Johanna Mill

Developing a “Gateway” Business Park adjacent to the Alba Iulia Hub in the southern part of the

municipality, through the reconversion of existing unused / vacant / derelict buildings, containing:

1. Main market hall, using pre-existing industrial heritage infrastructure (the Johanna Mill)

ground level and/or open air space;

2. Agrifood research and innovation center;

3. Support services for SMEs and training programmes for capacity devleopment in tourism;

4. Establishing partnerships and developing qualification and requalification courses for the

hospitality businesses; apprenticeship programmes in collaboration with main hospitality

players: hotels, restaurants and bars, travel.

Priority actions:

Approval of the new PUG;

Feasibility study for the redevelopment of the Johanna Mill area; assessment of opportunity for

the creation of:

1. a market hall for local produce;

2. food and agriculture research and innovation;

3. business and commercial facilities (with the potential negotiation of transferring

the Penny Market inside the Mill);

Rehabilitation of the Mill and extension;

Completion / extension of urban networks, including ICT and broadband services for the area;

Creation of an incentive package for farmers, produce traders, commercial companies, food

industries, etc. in Alba Iulia as well as large international commercial companies to stimulate

their relocation within the City Gate complex;

Development of the foreseen functions within the Mill and adjacent spaces, as per the results of

the feasibility study (Phase 2).

Locations

Southern area of the Municipality, next to the Hub

Status


Timeline

2016 – 2020


Medium



National Competitiveness Programme (PO COM) 2014 – 2020

National Human Capital Programme (PO CU) 2014-2020

Public Private Partnership

Horizon 2020 Programme;

COSME programme;


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PROJECTS IN RESERVE

Priority Project 12. Polyvalent Hall integrated into the Alba Iulia Sports Hub

Priority Project 13. Barabant Intermodal Freight Node

Priority Project 14. System of local neighbourhood “social markets” and non-polluting

distribution


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6 The Poster Plan


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alba iulia strategic agenda

Documents