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