gastronomic cities local action plan – fermo
TRANSCRIPT
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GASTRONOMIC CITIES
LOCAL ACTION PLAN – FERMO
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Cities have a crucial role in the achievement of the Europe 2020 objectives. The urban complexity with different mixture and use of resources, service policies and knowledge gives the key to a higher social cohesion and to increase economic diversity. In this framework, gastronomy and gastronomic tourism can be the engine with potential to mobilise other sectors and resources, to contribute to cities' overall experience and increase their attractiveness. The project Gastronomic cities proposes an innovative approach in developing gastronomic tourism in the cities addressing the following topics:
• Hospitality sector promoting entrepreneurship and SMEs development and employment as an engine for the city development.
• Tourism as a overall experience of the city and its multiplying effects on culture, commerce, urbanism, complementary services,...
• Strategic partnership arrangements to ensure a demand-driven and integrated approach, improving Innovation and knowledge economy, following Lisbon Agenda principles.
• Gastronomy as an urban cluster of economic activities that contribute to growth, jobs and competitiveness.
• Framework for local raw material producers, mainly primary sector, to support the development of a strong and sustainable agricultural and food industry base able to compete globally.
• Gastronomy as a flagship for “Innovation union to improve framework conditions and access to finance for research and innovation so as to ensure that innovative ideas can be turned into products and services that create growth and jobs”.
CITY STRATEGY ON GASTRONOMY AS A TOOL FOR TOURISM AND EMPLOYMENT DEVELOPMENT
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GASTRONOMIC CITIES: CITY STRATEGY ON GASTRONOMY AS A TOOL FOR TOURISM AND EMPLOYMENT
DEVELOPMENT
LOCAL ACTION PLAN - FERMO
ALESSIO CAVICCHI CRISTINA FRITTELLONI Local stakeholder group manager Local project manager
January 2015
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TABLE OF CONTENT
PREVIOUS STEPS: THE PATH TOWARDS LAP ........................................................................................ 1
PROJECT OUTCOMES AND RESULTS ................................................................................................... 4
FERMO FEASIBILITY STUDY....................................................................................................................... 1
Fermo Challenges ........................................................................................................................... 2
Fermo Resources ............................................................................................................................. 2
Fermo Targets ................................................................................................................................... 3
Fermo Results and Impacts .......................................................................................................... 3
Fermo Activites................................................................................................................................. 1
LESSONS LEARNT FROM BURGOS GOOD PRACTICE PEER REVIEW AND STAFF EXCHANGE
VISITS TO BURGOS .................................................................................................................................... 1
GASTRONOMIC CITIES PROJECT RESULT INDICATORS ................................................................................. 1
FERMO LOCAL ACTION PLAN .............................................................................................................. 3
RESEARCH AND INVESTIGATION TO DEVELOP FERMO LAP................................................. 3
CONCLUSIONS ....................................................................................................................................... 13
LAP ACTIVITIES ....................................................................................................... 17
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INTRODUCTION Local action plan (LAP) is the logical continuation of 2 previous documents: the baseline study that was written for the project proposal and the feasibility study as a midterm outcome of the project. In fact, feasibility study represents the starting point for LAP for each city with the description in mapping charts and suggestions for improving five pillars of Burgos gastronomic good practice transfer model. Thus, the aim of this document is to present the plan of activities during the remaining time of the current project (end of March 2015) and after the expiration of the project to achieve target and results planned for each city (until year 2018).
PREVIOUS STEPS: THE PATH TOWARDS LAP
The Exchange and learning process for the transfer of the good practice from Burgos to the other participating cities happens at two levels: transnational and local. At transnational level – since the beginning of the project – we experienced the following exchanges which include peer review exercises and study visits on the field to facilitate the process of good practice transfer: Burgos Deep Dive - Technical visit to the “city providing the practice”. 1st staff exchange - “Devora es Burgos” 2nd staff exchange - “Chefs Exchange” 3rd staff exchange - “Zero Km producers exchange” 1 Transnational event organized in Fermo showing the partners “Tipicità 2014 Edition” 3 Transnational events in each participating city: Alba Iulia, Korydallos and L’Hospitalet de Llobregat At local level, we have established the Fermo ULSG in February 2014 presenting the project and its strategy during the assembly of Marca Fermana Association. We organized the following stakeholder meetings: 1st Stakeholder meeting – 3rd of April 2014
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In the first meeting and focus group we presented Burgos good practice and start to discuss about weaknesses and strengths of Fermo territory concerning eno-gastronomy tourism: Mind Mapping in the blackboard:
2nd Stakeholder meeting – 20th of June 2014 In the second meeting the steps undertaken so far in the Gastronomic Cities project were summarized. Then, the participants presented the exchange experiences in Burgos from their own point of view and we start a discussion about possible actions to implement from Burgos.
3rd Stakeholder meeting - 10 of November 2014 In the 3rd focus group, we analyzed with stakeholders the actions they proposed through the on-line questionnaire provided. Then, we prioritized the selected actions according to Fermo needs.
WEAKNESSES
STRENGTHS
1. Communication
2. Infrastructures
3. Lack of coordination
4. Parochialism
5. Lack of competences in hospitality
6. Lack of education
7. Lack of trust (bureaucracy, perception of
exclusive groups presence and activity)
8. Identity/identifiably
9. Marginal areas: in the province of Fermo
there are a lot of beautiful and excellent
locations, but some of them have been
completely abandoned. This aspect go to the
detriment of the entire community.
1. Typical products and Excellences (big
variety,
passion and dedication)
2. Diversified cultural tourism offer
3. The character of the people from Marche
seen
as a competitive asset
4. High quality of life (good weather
conditions, region with higher life expectation
in Italy, place where Mediterranean Diet was
born
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Furthermore, the University of Macerata involved students to collaborate to the development of the action plan through a problem-based learning approach foreseeing in-depth interviews with most proactive stakeholders.
4th Stakeholder meeting – 15th of December 2014 In the 4th meeting the University students presented their work and their proposals on the action plan. Students were divided in 5 groups work, according to the following topics: Once in a lifetime – Tipicità at Milan Expo 2015 A winning choice: marketing and promotion Trust / Stakeholders Involvement and In-kind contributions Training and Learning Area Process Intergenerational exchange for the promotion of eno-gastronomic tourism Each working group provided suggestions and ideas for the Fermo LAP starting from data collected from interviews and questionnaires, following the URBACT transfer process methodology and needs expressed by the most relevant stakeholders. Ideas and projects were discussed with stakeholders to approve and finalize the drafting of the Action Plan.
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PROJECT OUTCOMES AND RESULTS
Baseline study defined Burgos gastronomic tourism model as a good practice of
innovative contribution to urban development based on gastronomic tourism. It
integrates reinvention of traditional gastronomy using provincial ingredients from
agriculture, food production and wine, developing structured tourist product with
gastronomy experience, culture, history and attractions and efficient marketing and
communication.
Assessment of resources showed that Burgos has all necessary gastronomic tourism
resources available:
• Several hundreds of restaurants and bars, high qualified chefs, cooks, sommeliers,
hoteliers, managers and 2 gastronomic schools.
• Generally known Burgos gastronomy, due to high quality agricultural, food products
and wines.
• 3 UNESCO monuments and attractions, new cultural and convention centers and
numerous city squares for organization of events.
• Basic development policies and Strategic Plan City of Burgos (APEBU) with more
than 60 public and private members and 12 years of experience.
• An easy access by highway, by air and by train.
Burgos project set some clear, realistic and measurable-visible targets:
• To develop innovative & creative gastronomic sector that will contribute to the
overall experience of citizens and visitors by combining culture, attractions and food
with wine.
• To improve the image of Burgos, to put it on the map of Spain as the city where
citizens enjoy living and visitors like to experience.
• To increase the number of visitors from Spain and abroad to generate more
revenues, jobs, production etc.
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During the project implementation in Burgos there were many traditional, new and ad
hoc events. Only in the CEG2013 year there were more than 40 events with
gastronomic, tourism and cultural content:
• forums about traditional gastronomy and agricultural products as raw material for
gastronomy,
• educational gastronomic courses as well as forums, discussions and workshops,
• many food and wine tasting, food competitions, etc.,
• the longest “morcilla de Burgos” – black pudding registered as Guinness record
being 187 meters long,
• Devora es Burgos, a tourism, gastronomic and cultural week visited by 7.700 people,
• CEG 2013 - Spanish capital of gastronomy in 2013 with national and international
media coverage which contributed the most to the recognition of Burgos food and
wines and Burgos city of experience in Spain,
• international wine tasting,
• participation on Spanish tourism and gastronomy fairs, exhibitions and competitions.
Besides a few big events national/international dimension many small events were
organized that jointly contributed to the targets. These events gave the opportunity to
expose small rural producers of food products, suppliers to restaurants, wine producers,
chefs and gastronomic schools, hospitality sector, culture, convention business, the city
itself and inhabitants. Project was well promoted and had very strong support by
communication and PR.
Burgos project became in fact gastronomic movement in the city and province with
new participants, new ideas, more energy and more expectations. Project became
sustainable with follow-up activities, city networking nationally and internationally,
development of new projects and extending marketing and promotion.
The city of Burgos considers that transfer of good practice based on gastronomy:
• It is easy to understand and to be embraced by stakeholders.
• All territories have gastronomic elements, primary resources as well as professionals
to develop and implement a joint tourism and gastronomy strategy; urban
gastronomic tourism gives multiplier effects on rural development in wider area.
• The relationship between tourism, gastronomy and culture is in the DNA of all
territories and basis for experience tourism and economy.
• No need for big investments and new policies.
• Gastronomic tourism can be developed and can give results on the short – medium
term.
• Visible results on short term help to achieve consensus among city stakeholders
about major questions of strategic development and policy and contribute to
governance improvement.
Feasibility study gives the answer for each receiving city in Gastronomic cities project
how and to what extent Burgos good practice can be efficiently transferred, adopted
and implemented.
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Figure 1: Burgos gastronomic good practice – 5 pillars
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FERMO FEASIBILITY STUDY
Municipality of Fermo has 38.000 inhabitants. It is the leading city of the province,
reference point for 39 province municipalities. Entire province of Fermo has 180.000
inhabitants. Biggest cities in the range of attraction are characterized by sea tourism:
- Porto San Giorgio - 16.000 inhabitants
- Porto Sant’ Elpidio – 25.000 inhabitants
Tourism and gastronomic tourism represent fundamental axis of development both for
Fermo Province and for the whole region.The total number of tourist arrivals in Fermo in
2012 is 82.759 with 889.627 overnights. About 5.400 are international arrivals of tourists
with their 30.000 overnights. The peak season is July and August with 34% of all arrivals in
a year. In Fermo province tourists have at disposal several Bed & Breakfast, Ecological
Residence, Country Houses and agri-tourism where tourists could enjoy typical wine and
food. In particular agri-tourism represents tourism offer where people are hosted on an
agricultural establishment-farm and where wine and food mainly origin from their own
production. Since more than 20 years agri-tourism represents a building block for the
development of gastronomy and rural tourism in the region allowing the development
of typical food and wine sector.
Fermo Province has a rich gastronomic history, many products represent also cultural
heritage and are promoted on national and international level. Wine and Food chain
development is considered as an important development axis to support eno-
gastronomic tourism.
Fermo Municipality and Province have Department for tourism which contributes to the
promotion of enogastronomic tourism and organizes several events throughout the
year attracting visitors and citizens to experience local food and wine.
Mapping Fermo with Burgos good practice
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Fermo situation was compared with Burgos gastronomic tourism model with the same
methodological tool for all cities - mapping charts which are shown on the following
pages. As stated in baseline study Fermo is highly developed tourism destination with
well known food and wine, attractive countryside, craft products and hospitality. What
can we summarize from these charts?
Fermo Challenges
Challenges that Fermo addresses in Gastronomic cities project are well developed and
go beyond challenges that all other Partners address (like economic crisis,
development of complex tourism offer, image of the city and city governance). Fermo
addresses also:
• Synergy among handicrafts and enogastronomy
• Cooperation and synergy of actions of agriculture and food with HORECA sector
• Integration of city cultural heritage with gastronomic sector
• Wellbeing, healthy food, eco food production
• Attraction of investment in the city/province
Fermo is making in this respect significant step ahead of only gastronomic tourism
development linking city/province culture, handicrafts, tourism and gastronomy in a
complex tourism offer of destination. They address also challenges of quality of life in
the city with improvement of the atmosphere in city center and with healthy, natural
and ecological food production.
Fermo Resources
Resources and mechanisms available in Fermo are more than fulfilling project
requirements.
Resources:
• Historical and cultural assets
• High quality and skilled chefs, sommeliers, hoteliers and manager, number of
restaurants and known traditional gastronomy
• High schools for tourism, hotel and F&B management, agriculture
• High quality and variety of agricultural and food products and wine
• The origin of trade mark: Made in Italy with internationally known craft products
(shoes, hats, etc)
• University supporting development, management, project development and
implementation, education and trainings
Main Guiding documents in Fermo:
• Tourism development strategy and tourism marketing.
Organization as a stakeholder platform:
• Marca Fermana with broad stakeholder group and long tradition
• Tipicita’ organizers
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Budget available:
• Intensive and efficient mobilization of EU funding, with in-kind contribution and
volunteering
Fermo exhibits strong financial and organization support to Gastronomic cities project
implementation as well as to provide sustainability of activities after project ends. Fermo
has tourism development and marketing strategy with gastronomy included and rich
bundle of resources that enable to develop experience tourism and experience
economy.
Fermo Targets
Targets of Burgos good practice transfer to Fermo are set clearly and follow Burgos
model;
Fermo, like other cities in the project could also set additional target: development of
gastronomic movement in the city which would represent the leading power of
knowledge, strategic ideas, and cooperation of different stakeholders, opinion maker
and lobbying spirit in the city and in province of experience based economy and
tourism with gastronomy as key sector.
Fermo Results and Impacts
Results and Impacts that are expected during the project duration and after that are
set reasonably ambitious, following Burgos good practice with some additional specific
results for Fermo:
• A balance of tradition and innovations in food production, synergy among cultural
activities and enogastronomic tradition.
• Synergy and cooperation among agriculture and food producers and HORECA
sector
• Diversification of businesses and activities in rural areas
• Increase of media impact
It would be reasonable to discuss and divide short term and medium term targets and
impacts of the project in the LAP (Local Action Plan), as project last only 15 months.
Medium term results and impacts cannot be achieved in the project duration. Thus, we
propose to take into account this fact in LAP that will follow Feasibility study.
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Fermo Activites
Activities that Fermo plan are more clear, concrete and in line with phases foreseen in
the project model. These activities should be further elaborated in LAP and divided
also on short term and medium term, as in the period of project implementation time
and resources are limited to perform a complete plan.
This plan of activities supports the need to improve city life (street food, events in the
city canter, etc..); integration of culture, tourism, gastronomy handicrafts and rural
areas in Fermo province (visit of vineyards, literary events, cultural routes, farms
experiences, etc); more efficient marketing tools (travel guides, web marketing, on-line
platforms, etc); competitions of chefs locally, nationally and internationally; education
and training linked with research and implementation.
LESSONS LEARNT FROM BURGOS GOOD PRACTICE PEER REVIEW AND STAFF
EXCHANGE VISITS TO BURGOS
Fermo and his delegation visited Burgos for peer review – Deep Dive and 3 staff
exchange meetings: Devora es Burgos – gastronomic, tourism and cultural event; chefs
exchange meeting with chefs, culinary schools and restaurants and 0 kilometer
meeting with wine, food and agriculture products producers that support Burgos
gastronomic offer. This was an opportunity to learn more in details Burgos good
practice and to map it, comparing it with the situation in the receiving city and to
evaluate possibilities for efficient transfer of this good practice. Besides, these visits were
attended also by other project partners so it was also an opportunity to exchange
views, observations, and experiences among Partners themselves. These visits enabled
Partners also to foresee what needed to be adapted for transferring Burgos good
practice to their cities.
Fermo is well developed; IT can be compared with Burgos and has even some
advantages compared to Burgos gastronomic tourism. The city and neighbourhood
have a long tradition in gastronomy, agriculture and food production on land and from
the sea, wine, powerful organization Marca Fermana, substantial financial resources
from EU funds, significant demand from big Italian cities, highly developed summer
tourism only few kilometres out of Fermo and internationally recognized Made in Italy
brands. Tipicita’ gastronomic agricultural event has a tradition of 20 years.
Gastronomic cities project is thus an additional push to develop gastronomic tourism in
Fermo. Stakeholders see the possibility to organize another big event besides Tipicita’,
to organize smaller events in city centre, to organize “travelling” events also in other
cities in Marche region, rather than only in Fermo. The contents of these events would
also be further developed, including cultural heritage and events, crafts exhibition and
sales, visits of crafts outlets, visits of vineyards, farm houses in countryside etc. This is
especially important to extend summer tourism season with attractions, products and
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experience based offer in Fermo and in the province. All this would contribute to
sustainability of events. Additionally, Fermo sees the possibility to make events more
efficient and sustainable in further image development and cooperation with tour
operators in order to attract more visitors.
Fermo stresses that networking of food producers, tourism suppliers and events in the
province should be more supported and promoted by administration and business
sector (associations and individual suppliers). Image and brand development,
promotion, marketing and sales should also be more supported by administration as
there is high competition on the market, more e-tools should be used in this respect and
niche markets identified.
We can see that Fermo developed also several attributes to perform as good practice
and share these findings and experiences with all other PPs. But they also know that
there is continuous need for improvements, innovations and more work. So, they
consider the University and other education and research institutions as important
stakeholders and allies in strategic planning and implementation processes. On this
basis LAP – Local Action Plan will be developed and will position Fermo as a cultural
gastronomic tourism destination with known crafts products and attractive developed
countryside.
FERMO feasibility analysis show that for preparation of LAP – Local Action plan additional activities need to be included in Fermo mapping charts. Figure1: Fermo additional activities
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GASTRONOMIC CITIES PROJECT RESULT INDICATORS
RESULTS INDICATORS Value at
Dec 2013
Expected value at Feb 2015
Expected value at 2018
Source
1. IMPACT Indicators
1.1. Number of restaurants & bar 189 (only restaurants). Data for bars N/A
Unvaried. Data available actually demonstrate that, due to the crisis as well as to a bad summer season, there should be no increasing concerning number of restaurants and bar.
200 Statistical Office
1.2. Number of seats in restaurants & bars
N/A N/A Statistical Office
1.3. Number of visitors to the city 83907 According to the statistics available for the first semester of 2014, the trend is slightly negative as to what concerns incoming tourism. Therefore, no relevant changes are supposed to happen in 2015 concerning the overall number of visitors, which should remain essentially unvaried.
Around 100.000 Statistical Office
1.4. Number of foreign visitors to the city
6689 Essentially unvaried. Explanations same as above. 9000 Statistical Office
1.5. Number of nights spent by visitors in the city
10 10 10 Number of nights is assumed to be unvaried as short-break vacations are increasing.
Statistical Office
1.6. Number of nights spent by foreign visitors in the city
7 7 7 Unvaried. Explanations same as above.
Statistical Office
1.7. Presence of gastronomic tourism in media (% increase)
0,5%italians 4,8%foreigners. Average: 1%
1% 3% Survey of Tourism Office/External
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1.8. Gastronomy as the motiv for visitors (% increase)
1%(as above)
1%
2% thanks to the effect of EXPO 2015 and the promotion actions carried out by Tipicità.
Survey of Tourism Office/External
1.9. Satisfaction of citizens with gastronomic offer (% increase)
N/A N/A Survey of Tourism Office/External
1.10. Satisfaction of visitors with gastronomic offer (% increase)
Italians 7,9 foreigners 8,2 in a scale from 1 to 10
Unvaried 2% Survey of Tourism Office/External
1.11. Image of receiving cities in the country improved (% increase)
0.5% 2% Survey of Tourism Office/External
1.12. Perception of importance of gastronomic tourism in city administration&politics (% increase)
Importance of gastronomy is widely recognized, thanks to Tipicità and other relevant events. Need to push more on tourism side.
3% Tipicità will be the showcase for Marche in the World EXPO 2015 in Milan, where the focus will be on 'Feeding the Planet, Energy for Life'. Since September 2014. Tipicità organizers are promoting the Marche region 'grand tour' and will bring these experiences to the EXPO. This opportunity will increase the visibility of the Province of Fermo, especially as to what concerns enogastronomy importance for local development and city administration & politics are aware of that. Moreover, new European funds will be available to the Marche region for the POR 2014-2020 (Rural Development Program). Thanks to all these aspects, relevance of enogastronomy for local development is going to raise for city administration and politics.
5% Survey of Tourism Office/Extenal
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FERMO LOCAL ACTION PLAN
RESEARCH AND INVESTIGATION TO DEVELOP FERMO LAP
In order to understand the main activities to be planned in FERMO Local Action Plan (LAP), we considered both the suggestions received from the “project transfer model of gastronomic and gastronomy related activities” and the background of previous steps carried out during the project and described in the “introduction” section. The project transfer model is based on the following group of gastronomic and gastronomy-related activities identified and elaborated in Burgos good practice: Product development, Traditional events, International & national events, Competitions, Education & Training and Marketing & promotion Figure 2: project transfer model gastronomic and gastronomy activities
Thus, an online survey carried out in autumn and discussed in the third local
stakeholders' meeting, investigated stakeholders’ preference for the activities outlined
in “Fermo Gastronomic Development Model”. Here below a summary of the main
results is reported. A huge interest for all proposals is quite evident. Some activities
collected a very high appreciation: “farm visits / tour and tasting”, “Events in Fermo City
MARKETING & PROMOTION: • TOURISM & GASTRO
FAIRS • NATIONAL & INT'L MEDIA
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Centre involving local businesses”, “Increasing relationship between education,
research and business”. Anyway, except “Literary events linked to gastronomy or to
local brands” and “white gastronights”, all the options get on average more than 4
points over 5.
Figure 3 - Stakeholders’ preference for future activities: survey results
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A further research has been carried out involving students and professors of the
University of Macerata, Tourism degree course. The course in “Rural tourism and
marketing strategy” taught by prof. Alessio Cavicchi has been devoted to study the
case of Fermo Gastronomic City, linking the content of the whole course to the
potential strategic solutions to be adopted by the Municipality. The course has been
particularly prolific in light of the presence of Prof. Richard Robinson, visiting professor
from the University of Queensland (Australia), well-known expert in the topic of Food
tourism (a recent book http://goo.gl/e2Zzu5 ). He dedicated 15 hours in-class, firstly
explaining the concept of “Problem-based learning” approach and then working with
students divided in different teams to explore in-depth the problems suffered by the city
of Fermo and to propose some solutions. In fact, this method of education is a student-
centered approach, where students learn about a subject through the experience of
problem solving.
Thus, students have been involved in a real project and had the chance to interview
many stakeholders taking part to exchanges and to the ULSG meetings.
After a reflection and a first presentation in-class, all the proposals have been discussed
during a public meeting hold on December 15th in Fermo.
Some topics such as the need for education and training and the concept of mutual
trust among stakeholders have been particularly stressed by students, together with the
role of Tipicità Festival during the EXPO Milan that will be a great chance for Italy to
increase touristic flows linked with the main theme of the International Exhibition that is
“Feeding the world, energy for life”.
A huge amount of data has been collected considering in-depth interviews, focus
groups, secondary data like newspapers articles and official documents from the
municipality or the regional government. These outcomes will be available for the next
public administration that will be elected during the next spring, in order to plan and
support the project follow-up.
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At the end of the meeting a positive feedback from all the stakeholders has been
ascertained and particularly the consciousness of the importance to bring a mutual in-
kind contribution.
For this reason, the first activity that has been planned before the end of the project is
“Tipicità in città”. The consolidated food event and exhibition that takes place every
year during spring time in a pavillon outside the city wall, starting from the next edition
(from 7th to 9th March 2015) will have an appendix in the town centre, involving local
businesses and exploiting the wonderful historical buildings and arts.
To sum up, according to the empirical evidences emerged during the whole duration
of the project, the Local Action Plan flagship initiatives are reported here below. In the
Appendix it is possible to retrieve all activities mentioned by stakeholders during the
ULSG meetings.
1.Product development
Action 1.1: Farm visits / tour and tasting walk into vineyards while tasting wines
Character: Local, Regional, National, International.
Date, duration: This activity will start during spring 2015 and continue all year long (2 years
testing).
Target groups: Foodies Gourmet , Schools.
Organizer: Agricultural Trade Association, Tour operators in cooperation with regional tourism
promotion #destinazionemarche.
Team Leader: Agricultural Trade Associations.
HR needed: Part time employee for communication and planning of visits, database of offer
and calendar updating.
Budget needed: €10.000 yearly.
Expected results: > of Agritourism presence; > of tourists number also in low season; Support
in the promotion of local wine.
Milestones: tourism experience.
To be repeated: yes, as part of the territorial tourism offer.
Monitoring and evaluation: n. of tourists; n. of schools involved; n. of wineries involved.
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Whom to report: Associated farmers; Regional authority.
Follow up: on a continuous basis.
Activity 1.2 Cooking class held in agritourism and in Fermo City Center Historical Building
/Hotels/ B&B
Character: Local, Regional, National, International.
Date, duration: This activity will start during spring 2015 and continue all year long (2 years
testing).
Target groups: Foodies, gourmet
Organizer: Chef Association; Agricultural Trade Association; Ho.re.ca Association; Hotels, B&B
Association; Tour Operator in cooperation with regional tourism promotion
#destinazionemarche
Team Leader: Chef Association
HR needed: Part time employee for communication and planning of visits, database of offer
and calendar updating.
Budget needed: €10.000 yearly
Expected results: > of Agritourism presence; > of Hotels/B&B presence ; > Promotion of local
productions & food
Milestones: Tourism experience; Food Quality.
To be repeated: yes, as part of the territorial tourism offer.
Monitoring and evaluation: n. of tourists participating to the activities; n. of
agritourism/Hotel/B&B offer; n. of classes held.
Whom to report: Associated Farmers; Regional authority.
Follow up: on a continuous basis.
Activity 1.4 Tipicità in the City
Character: Local
Date, duration: 7-8-9 March 2015.
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Target groups: Sector operators; Tourists; citizens.
Organizer: Municipality of Fermo/ Tipicità management; Unit sector operators (FERMO ULSG).
Team Leader: Municipality of Fermo.
HR needed: Project manager for event planning and management; Communication
manager for promotion and dissemination.
Budget needed: € 10.000
Expected results: > of City Centre valorisation; >citizens and operators participation and
engagement.
Milestones: City centre valorisation; stakeholders and community engagement.
To be repeated: Yearly, contextually to Tipicità organisation.
Monitoring and evaluation: n. of businesses involved in the city centre; n. of business
associations.
Whom to report: Regional authorities; Gastronomic Cities Network; Citizens.
Follow up: Yearly, contextually to organisation of Tipicità Made in Marche Festival.
2.International Activities
Activity 2.1 Fermo Creative City of Gastronomy.
Character: International
Date, duration: Candidature to UNESCO network of Creative Cities in the section to be
presented in march 2016
Target groups: Sector operators; Citizens; Tourists.
Organizer: appointed committee involving: sector operators; Local Authorities; Universities;
start-ups; research centres.
Team Leader: Municipality of Fermo
HR needed: 2 Technical Experts for the submission and management of the candidature if
approved for the activities management.
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Budget needed: Euro 7.000 for the candidature process. Euro 15.000 for the management
and activities implementations.
Expected results: >International visibility of Fermo as a reference city for quality gastronomy;
>number of tourists; >attractiveness of the City to host international events linked to food.
Milestones: Image improvement and brand positioning; Access to international food
networks.
To be repeated: If approved there are several actions to be implemented: -Networking at
international level with other members of the city; Joint activities, exchanges.
Monitoring and evaluation: n. of tourists; n. presence on specialized press; n. Contacts and
activities done at international level.
Whom to report: Committee; Citizens; Sector Operators.
Follow up: Actions to have relevant role in the network.
Activity 2.2 Fermo Territory as a reference point in international networks dealing with
Mediterranean Diet (focus on Adriatic and Ionian Macroregion)
Character: Local, National, International.
Date, duration: Staring from 2015, as a permanent activity.
Target groups: Foodies, Gourmet, Students Researchers, Nutritional Experts, Institutions.
Organizer: Associations involved in the promotion of the Mediterranean Diet, Fermo Territory
Local Authorities, Sectors Associations, Museum (e.g. ecomuseo Valle dell’Aso).
Team Leader: Piceno Laboratory for the Mediterranean diet.
HR needed: Experts involved already in the related project with the support of a
communication expert.
Budget needed: According to events / conference/initiatives organized.
Expected results: >Territory visibility: > Local Food and culture valorization.
Milestones: Reference point for Mediterranean Diet (Valorize 7th country studies, etc.).
To be repeated: continuous activities.
Monitoring and evaluation: n. of events organized linked to Med. Diet value/principles.
10
Whom to report: Regional/National/International Institutions.
Follow up:
3.Marketing and promotion
Activity 3.1 Website “Fermo City of Gastronomy”
Character: Local, National, International.
Date, duration: 2015 as a starting point for candidature and collector for the public and
private initiatives linked to the food.
Target groups: Tourists, Citizens, Sector Operators.
Organizer: Municipality of Fermo in cooperation with: Sector Association Not for profit
Associations for the valorization of enogastronomic tourism and food culture. Website should
be strictly interlinked with regional tourism promotion #destinazionemarche
Team Leader: Municipality of Fermo.
HR needed: 1 web developer, Expert for website management and updating.
Budget needed: 8.000 Euro for website setting up and yearly management.
Expected results: >Visibility at National/EU and International level; >More attractive territory
for specialized press.
Milestones: Image improvement & brand positioning
To be repeated: If candidature is approved the website would be the main tool for
communication&marketing; a platform for innovative projects, start-up, food related
initiatives, exchanges at international level.
Monitoring and evaluation: n. of visits to the website; n. of projects and initiative uploaded; n.
of private initiative s/enterprises involved.
Whom to report: Committee; Citizens; Sector Operators.
Follow up: Website maintenance and enhancement.
Activity 3.2 Strategic Presence in Social Network (improvement of Tipicità social networks
tools)
11
Character: Local, National, International.
Date, duration: Starting form 2015.
Target groups: Foodies, Gourmets.
Organizer: Municipality of Fermo/ Tipicità organizers.
Team Leader: Tipicità organizers.
HR needed: Social media manager following communication & social networking tool
communication and planning of visits, database of offer and calendar updating.
Budget needed: According to social media manager activities.
Expected results: >increased visibility of Tipicità on social networks; >Catalyst effects on
Instagramers, travel and foodies bloggers.
Milestones: Image improvement & brand positioning.
To be repeated: Constant activities.
Monitoring and evaluation: >Tipicità in social networking tools; > Communication&promotion
activities at low cost.
Whom to report: Municipality Regional Authority.
Follow up: Constant activity.
4.Competition
Activity 4.1 Invitation of foreigner chefs for competitions on local products
Character: Local, National, International.
Date, duration: 2017
Target groups: Foodies, Gourmet,Sector expert, journalist, bloggers.
Organizer: Municipality of Fermo; Chef Association; HO.RE.CA Sector.
Team Leader: Chef Association.
12
HR needed: Events manager
Budget needed: According to the events organized
Expected results: > promotion of local food/products and traditional receipt and dishes.
Milestones: > raising awareness on local product , food quality
To be repeated: Exploiting events already organized in the territory
Monitoring and evaluation: n. of events organized; n. of foreign chef involved.
Follow up: Exploit Tipicità yearly organization
13
CONCLUSIONS
Comparing success factors of Burgos project and conditions for efficient transfer with
situation in Fermo we can summarize and conclude that:
• Fermo now has a specific strategic document where gastronomy and tourism are
linked with culture, as one of the pillars for city and province economic and social
development.
• There is evident political commitment and support to gastronomic tourism
development from the municipality and province administration, although the
instability of the political situation at local level does not always allow to pursue long
term strategies.
• There is the potential for a strong Destination Management Organization – Marca
Fermana DMO - but there is a need to further strengthen inter-sectorial cooperation,
such as between local food suppliers, actors in the gastronomic sector and
hospitality managers.
• “Mutual trust” among stakeholders has been detected as both a current social
problem and an essential issue to be solved for effectively planning and developing
tourism strategies
• The suggestions received by Burgos as Giving City to stress the importance of in-kind
and reciprocal contribution, has been perceived by all the stakeholders as a crucial
step to follow
• Internal and external efforts for communication and promotion are strong, but
players in this sector are aware of the necessity to use new e-tools, looking for niche
markets and cross marketing opportunities.
• The whole project has been important to increase stakeholders’ self-consciousness
about the presence of huge cultural heritage and tradition. Stakeholders have
been proud to take part to this international project, through a strong and tireless
dialogue with the local team, interacting with the university and participating to
staff exchanges.
• Authors are confident that targets and expected results of this LAP can be clear and
realistic, based on the improvement of already existing successful situations.
In light of the previous suggestions, Fermo has the potential to increase the quality of
hospitality granted to food and gastronomic tourists, working on professional skills,
brand development, cooperation with University and knowledge centers and
preparation of projects to get EU funding.
14
GASTRONOMIC CITIES PROJECT PARTNERS BURGOS – LEAD PARTNER Burgos is situated in the north-central part of Spain with a populationof 180.000 inhabitans, It is only 2 hours and 30 minutes from Madrid Airport (Barajas). The legacy of Burgos in the history of mankind has no limits. There are few cities that meet three listed World Heritage Sites: The Cathedral f Burgos, the SantiagoPilgrims´ Way and the Atapuerca site. Very near the symbol of the city, theCathedral, stands the Human Evolution Complex formed by the Museum of Human Evolution, the National Research Centre and the Convention Centre, designed by the prestigious architect Navarro Baldeweg. Burgos had the honor of being the Spanish Capital of Gastronomy in 2013. The city was awarded Science and Innovationcity in Spain 2012 and one of thecandidate cities to become European Capital of Culture 2016. The enviable geographic location of the city and its new infrastructure make it a business hub of the highest level of excellence.The twoIndustrial Estates in Burgos are home to approximately 1,500 companies and their transport connections are unbeatable. FERMO City of Fermo, the provincial capital with 38,284 inhabitants is located in Marche Region in the centre of Italy at an altitude of 319 m a.s.l., few kilometres far from the Adriatic Sea. Fermo, once a Roman Colony, has always been the most important centre of the district for its abundant history, for the presence of historical-artistic evidence, for the industrial activities (shoes, hats, fashion), agrofood production and for the tourist and cultural initiatives. The territory is the result of a great synthesis of sea and hills and goes from ample beaches to amazing historical city centre in a panoramic position over the Adriatic. www.comune.fermo.it KORYDALLOS The city of Korydallos is located at the southern part of Greece, at the southwest of Attica region as one of main urban suburb of the metropolitan area of Athens. Its population is estimated at 63.445 inhabitants. The administrative limits of the city are 5,41 km2, of which 2,94 km2 constitute the residential area which is organized into 10 Planning Units that are heterogeneous both in size and population. An important element in local economic activity is services. Commerce, restaurants and café present particularly dynamism being the main economic activity within the limits of the city. ALBA IULIA Alba-Iulia is a medium-sized Romanian city with 63 000 inhabitants situated in the heart of the historical region Transylvania. The long history of the city has left Alba Iulia with rich historical heritage. An important tourist attraction is the Alba Carolina Citadel built between 1714 and 1739 with walls 12 kilometers long. In 2012 Alba Iulia received from the European Commission the title of European Destination of Excellence, for the conservation and rehabilitation works made on the local historical and cultural heritage. Tourism is one ofthe most relevant sector aimed fo the development of locale economy. The city maintains also a range of traditional industries - a predominan porcelain industry, and other activities related to food processing, textile manufacturing or metal working, etc. According to the World Bank
15
and the Moody’s Rating Agency, Alba Iulia Municipality is a city with a strong institutional capacity for planning urban development and attracting financing resources for urban policies and projects. L’ HOSPITALET L’Hospitalet de Llobregat is located in the coastal plain, between Baix Llobregat, industrial zone, and the city of Barcelona. It is a Mediterranean city. Traditionally, L'Hospitalet was an agricultural town. In the early twentieth century, the city experienced a huge industrial development and a spectacular growth. L’Hospitalet became the second most populous city of Catalonia, after Barcelona, with nearly 260,000 inhabitants. In the late nineties, l'Hospitalet began its second major transformation to become a modern town and an attractive city to develop new economic activities. With its fantastic geographic location, allows easy access to theairport, and these a-port at the “Zona Franca” in Barcelona (logistic activities zone). The "Fira" conference congress facility attracts a huge amount of businesses and visitors. L'Hospitalet is focusing on higher education and keeps a close collaboration between thecity and theUniversity of Barcelona. The characteristic spirit of thecity make the citizens: 47.3% are born in Catalonia, 25.3% from other Spanish regions and 27.4% were born abroad. HORECA sector (Hotel, Restaurant and Cafeteria) is nowadays, one of strategic sector for future city development which is also now one of the most vivid economic sectors. LEAD EXPERT – Mr. JANEZ SIRŠE Mr. Janez Sirše has a long career in administration, education and business development. He has rich experience in research, development and consulting for public and private sector. He was also director of Center for Tourist Promotion, Minister of Tourism of independent Slovenia and latest secretary general of Government Councilfor Tourism. In 1993, Mr. Sirše founded National Tourist Association and together with leading Slovenian tourism companies in 1998 International T ourism Institute. Since 2013 he has been also lecturing at the University of Ljubljana – Faculty of Economics in Ljubljana and the Faculty for Commercial and Business Sciences in Celje. With his knowledge, experience and managerial skills. Mr Sirše has been working for last 15 years in international projects as team leader and expert in tourism, culture and social integration. He prepared and mplemented many strategic development and policy documents, administrative, marketing and business organization structures, marketing plans and innovative programmes and products on national, regional and local level. He is frequent speaker and moderator on international conferences, forums and meetings. Mr Sirše is experienced in working in multicultural and multilingual teams and has been working mainly in European Union, South-EastEurope and Caucasus. CONTACT Ms.RocioRojoArauzo City of Burgos Project manager e-mail: [email protected] Mr. JanezSirše Lead expert e-mail: [email protected]
16
URBACT is a European exchange and learning
programme promoting sustainable urban
development. It enables cities to work together to
develop solutions to major urban challenges,
reaffirming the key role they play in facing
increasingly complex societal challenges. It helps
them to develop pragmatic solutions that are new
and sustainable, and that integrate economic,
social and environmental dimensions. It enables
cities to share good practices and lessons
learned with all professionals involved in urban
policy throughout Europe. URBACT is 181 cities,
29 countries, and 5,000 active participants.
www.urbact.eu/project
17
ANNEX 1 - LAP ACTIVITIES Product Development
Marketing name
of
Activity
Character:
national
International,
regional,
local
Date,
Duration
Visitors Target
group
Organizer Team leader HR needed Budget
needed
Expected
Results
Milestones To be
repeated
M&E Whom to
report
Follow up
Farm visits / tour and
tasting” walk into
vineyards while tasting wines
Local,
Regional,
National,
International
Starting in
2015. All year
long
Foodies
Gourmet,
Schools
Agricultural
Trade
Association
Tour
operators
in
cooperation
with regional
tourism
promotion
#destinazion
emarche
Agricultural
Trade
Associations
Part time
employee for
communicati
on and
planning of
visits,
database of
offer and
calendar
updating
10.000 euro
yearly
> of
Agritourism
presence
> of tourists
number also
in low season
Support in
the
promotion of
local wine
Tourism
Experience
Part of the
territorial
tourism offer
n. of tourists
n. of schools
involved
n. of farms
involved
n. of wineries
involved
Associate
d
Farmers
Regional
Authority
On a
continuous
basis
Cooking class
held in agritourism and
in Fermo City Center
Historical Building
/Hotels/ B&B
Local,
Regional,
National,
International
Starting in
2015. All year
long
(2 years
testing)
Foodies
Gourmet
Chef
Association
Agricultural
Trade
Association
Ho.re.ca
Association
Hotels, B&B
Association
Tour
Operator
in
cooperation
Chef
Association
Part time
employee for
communicati
on and
planning of
visits,
database of
offer and
calendar
updating
10.000 euro
yearly
> of
Agritourism
presence
> of
Hotels/B&B
presence
> Promotion
of local
productions&
foods
Tourism
Experience,
Food Quality
Part of the
territorial
tourism offer
n. of tourists
n. of
Agritourism/
Hotel/B&B
offer
n. of class
held
Associate
d
Farmers
Regional
Authority
On a
continuous
basis
18
with regional
tourism
promotion
#destinazion
emarche
Team building
experience
linked to food
/cooking in
agritourism/
B&B, Charme
Hotel /Historical
Building
Local,
Regional,
National,
International
Starting in
2015 All year
long (2 years
testing)
Enterprises
Association
Ho.re.ca.
Association
Chef
Association
Volunteer
Association
(involving
e.g. elderly
people)
Hotels/B&B,
Team
Building
activities
professionists
Producers
Training
Agencies
Tour
Operators,
Travel
Agencies
Chef
Association
Part time
employee for
communicati
on and
planning of
visits,
database of
offer and
calendar
updating
10.000 euro
for activities
setting up
>Knowledge
of the
territory and
local food
culture and
story
> specific
target
specialization
> Increase of
presence in
low season
Food Quality
Culinary
Tradition
Part of the
territorial
tourism offer
n. of
enterprises
and people
involved
n. of chef
involved
Ho.re.ca
/chef
Associati
on
Regional
Authority
On a
continuous
basis
Tipicità in the
City
Local Starting from
7 – 8 – 9
march 2015
I Edition of
Tipicità in the
City
On a yearly
Sector
Operators
Tourists
Citizens
Municipality
of Fermo
/Tipicità
Mangement
Unit
Sector
Operators
Municipality
of Fermo
Project
Manager for
event
planning and
managemen
t
10.000 euro > of City
Centre
valorisation
>citizens and
operators
participation
City Centre
Valorisation
Stakeholders
and
Community
Engagement
Yearly
contextually
to Tipicità
organization.
n. of
businesses
involved in
the city
center
n. of
Regional
Authoritie
s
Gastrono
mic Cities
Network
Citizens
Yearly
contextually
to
organization
of Tipicità
Made in
Marche
19
basis. (FEMO ULSG) Communicati
on Manager
for promotion
and
dissemination
and
engagement
Link among
culture
attractions
and local
food and
productions
businesses,
association
Festival.
20
International Activities
Marketing
name of
Activity
Character:
national
International,
regional,
local
Date,
Duration
Visitors Target
group
Organizer Team leader HR needed Budget
needed
Expected
Results
Milestones To be
repeated
M&E Whom to
report
Follow up
Fermo
Creative City
of
Gastronomy
International Candidature
to UNESCO
network of
Creative
Cities in the
section to be
presented on
march 2016
Sector
Operators
Citizens
Tourists
Appointed
Committee
involving:
Sector
Operators,
Local
Authorities,
Universities,
Start-up,
Research
Centres.
Municipality
of Fermo
2 Technical
Experts for
the
submission
and
managemen
t of the
candidature
if approved
for the
activities
managemen
t.
Euro 7.000 for
the
candidature
process.
Euro
15.000 for the
managemen
t and
activities
implementati
ons.
>Internationa
l visibility of
Fermo as a
reference
city for
quality
gastronomy
>number of
tourist
>attractivene
ss of the City
to host
international
events linked
to food
Image
improvement
& brand
positioning
International
food
networks
If approved
there are
several
actions to be
implemented
:
- Networking
at
international
level with
other
members of
the city
- Joint
activities,
exchanges
n. of tourists
n. presence
on
specialized
press
n. Contacts
and activities
done at
international
level
Committee
Citizens
Sector
Operators
Actions to
have relevant
role in the
network.
Fermo
Territory as a
reference
point in
international
networks
dealing with
Mediterrane
Local,
National and
International
Staritng from
2015, as a
permanent
activities
Foodies,
Gourmet,
Students
Researchers,
Nutritional
Experts,
Institutions
Associations
involved in
the
promotion of
the
Mediterrane
an Diet,
Fermo
Piceno
Laboratory
for the
Mediterrane
an diet
Experts
involved
already in
the related
project with
the support
of a
communicati
According to
events /
conference/i
nitiatives
organized.
>Territory
visibility
> Local Food
and culture
valorisation
Reference
point for
Mediterrane
an Diet
(Valorize 7th
country
studies, etc..)
Continuous
Activities
n. of events
organized
linked to
Med. Diet
value/principl
es
Regional/Nat
ional/Internat
ional
Institutions
21
an Diet.
(focus on
Adriatic and
Ionian
Macroregion
)
Territory Local
Authorities
Sectors
Associations.
Museum (e.g.
ecomuseo
Valle
dell’Aso)
on expert
22
Exploit
already
existing
twinning with
other EU and
International
Cities
focusing on
gastronomy
exchange
and
valorisation
International Starting from
2015
Other Cities,
Potential
Visitors and
Tourists
City of Fermo
Association
for territory
promotion
Association
for twinning
promotion
City of Fermo Project
Manager
According to
the events
organized
(Possibility to
apply to EU
funds for
twinning on
relevant call
if available)
> visibility of
Fermo City
> networking
activities for
exchange
and
improvement
Networking,
exchange
and
improvement
Events could
be repeated
according to
twinning
funds and
experience
n. of events
linked to
enogastrono
my organized
in twinning
experience
23
Traditional events
Marketing
name of
Activity
Character:
national
International,
regional,
local
Date,
Duration
Visitors Target
group
Organizer Team leader HR needed Budget
needed
Expected
Results
Milestones To be
repeated
M&E Whom to
report
Follow up
Aggregation
and cross-
fertilization
actions
among Local
Typical Food
events
(Sagre)
Images
improving
under a
common
platform and
logo.
Local,
national and
International
Starting from
2015 on a
permanent
basis
Foodies,
National
/Foreign
Tourists,
Citizens and
local
population
Territory
tourism
promotion
Association (
Marca
Fermana)
Proivince
Municipalities
, Producers
Association
Volunteers
Pro-Loco
Associations
Marca
Fermana
Technical
expert for
data
collection
and
elaboration.
Marketing/C
ommunicatio
n Experts for
common
image
development
and
coordinate
promotion.
20.000 >Quality
perception of
local events
> Product
quality and
territory
branding
Attractive
local food
events
Yearly,
providing a
common
brand and
image
improvement
of local food
festival
> tourism
presence in
local food
events
Regional
Authority
Territory
Institutions
and
Municipalities
Involved
Associations
(Pro-loco)
Citizens
To be
repeated
yearly
Exploiting
existent travel
guides and
tourism
materials by
the means of
web
marketing
and social
Local,
national and
International
Starting from
2015
Foodies,
Foreign
Tourists,
Tour
Operators/To
urism
Agency
Touristic
Guide
Association
Marca
Fermana
Association
for the
promotion of
territory
Marca
Fermana
Touristic
Guides
Translator
Web experts
15.000 euro >of web
presence
> information
available in
strategic
website for
bloggers,
instagramers
communities,
Information
available on
strategic web
tool
On a
continuous
base
n. of involved
travel guide
presence on
strategic
website
Increase of
web articles
Regional
Authorities
Municipalities
Tourism
Sector
Operators
Keep
constantly
updated
24
media and
making them
available for
an increased
number of
tourism
operators
> web
exploitation
of already
developed
tourism
materials
Increase of
presence in
social
networking
tools
25
Marketing & Promotion
Marketing
name of
Activity
Character:
national
International,
regional,
local
Date,
Duration
Visitors Target
group
Organizer Team leader HR needed Budget
needed
Expected
Results
Milestones To be
repeated
M&E Whom to
report
Follow up
Website
“Fermo City
of
Gastronomy”
Local,
national and
International
2015 as a
starting point
for
candidature
and collector
for the public
and private
initiatives
linked to the
food.
Tourists
Citizens
Sector
Operators
Municipality
of Fermo in
cooperation
with:
Sector
Association
Not for profit
Associations
for the
valorization
of
enogastrono
mic tourism
and food
culture.
Website
should be
strictly
interlinked
with regional
tourism
promotion
#destinazione
marche
Municipality
of Fermo
1 web
developer,
Expert for
website
managemen
t and
updating
8.000 Euro for
website
setting up
and yearly
managemen
t
>Visibility at
National/EU
and
International
level
>More
attractive
territory for
specialized
press
Image
improvement
& brand
positioning
If
candidature
is approved
the website
would be the
main tool for
communicati
on&marketin
g; a platform
for innovative
projects,
start-up, food
related
initiatives,
exchanges at
international
level
n. of visits to
the website
n. of projects
and initiative
uploaded
n. of private
initiative
s/enterprises
involved
Committee
Citizens
Sector
Operators
Website
maintenance
and
enhancemen
t
Strategic
Local,
Staring from
Foodies,
Municipality
Tipicità
Social media
According to
>increased
Image
Constant
>Tipicità in
Municipality
Constant
26
Presence in
Social
Network
(improvemen
t of Tipicità
social
networks
tools)
national and
International
2015 Gourmets
of
Fermo/Tipicit
à organizer
Organizer manager
following
communicati
on & social
networking
tool
communicati
on and
planning of
visits,
database of
offer and
calendar
updating
social media
manager
activities
visibility of
Tipicità on
social
networks
>Catalyst
effects on
Instagramers,
travel and
foodies
bloggers
improvement
& brand
positioning
activities social
networking
tools
>
Communicati
on&promotio
n activities at
low cost
Regional
Authority
activity
Training and Education
Marketing
name of
Activity
Character:
national
International,
regional,
local
Date,
Duration
Visitors Target
group
Organizer Team leader HR needed Budget
needed
Expected
Results
Milestones To be
repeated
M&E Whom to
report
Follow up
Specific
Training on
culinary art
Local,
2016
Sector
Operators
Chef
/Restaurant
Chef
Association
Horeca
Association
Vocational
Training
Istitution
Chef/Horeca
Association
Experts,
Chefs,
Trainers
Training
Organizer
40.000
It could be
foreseen in
the
framework of
European
Social Funds
2014 – 2020.
> number of
chef with
increased
knowledge
on culinary
art, products
quality and
local tradition
>Culinary art
> Knowledge
increase
According to
ESF priority
and calls
n. of trained
chefs/Operat
ors
n. of
vocational
courses
organized
Regional
Authority
Horeca
Sector/Chef
Association
According to
emerged
training needs
27
n. of
association
involved
Learners
evaluation
questionnaire
s
International
Master for
food studies
International 2016 HE Students,
researchers
and professor
Municipality
of Fermo,
Universities,
Laboratory
for
Mediterranea
n Diet
University of
Macerata
Scientific
Coordinator
Researcher
Project
Manager
Secretary
60.000 euro
Possible
funds:
European
Social Funds
ROP Marche
Region
Programme
2014 – 2020
Erasmus plus
programme
2014 - 2020
> food
research on
the territory
> image and
brand of the
territory
internationall
y recognized
as reference
point in Food
& Wine
education
>
Involvement
of local food
& wine
stakeholders
in
international
process &
exchange
> Research &
innovation
> reference
point for HE in
Food & Wine
sector
Yearly n. of students
participating
n. of
researchers
and professor
participating
n. of courses
developed
n. of
scientific
articles
produced
n. of and
functions of
local people
involved
According to
exploited
funds for
development
(Regional
Authorities,
Municipalities
, Universities
EU
Commission)
According to
emerged
needs,
territory offer
and trends in
Food & wine
research and
innovation
Specific
Training on
Revenue
Managemen
t - Increase
Local,
2016
Young
professionals
Tourism
sector
employee
Horeca
Association
Chamber of
Commerce
and Industry
Tourism
Associations
Specialized
Training
Agencies
Experts and
Trainers,
Training
activities
organizer
40.000
It could be
foreseen in
the
framework of
Image
improvement
& brand
positioning
Constant
activities
>Tipicità in
social
networking
tools
Municipality
Regional
Authority
Constant
activity
28
ability to use
innovative
channels,
found market
segments
and develops
web
marketing
strategies
Tourism
facilities
owners
Tourism
sector
representativ
es
Tourism
Agencies
European
Social Funds
2014 – 2020.
>
Communicati
on&promotio
n activities at
low cost
Marketing
name of
Activity
Character:
national
International,
regional, local
Date, Duration Visitors
Target
group
Organizer Team
leader
HR needed Budget
needed
Expected Results Milestones To be repeated M&E Whom to
report
Follow up
Invitation of
foreigner chefs
for
competitions
on local
products
Local, National
and
International
2017 Foodies,
Gourmet,S
ector
expert,
journalist,
bloggers
Municipality of
Fermo
Chef
Association
HO.RE.CA
Sector
Chef
Associat
ion
Events manager
According
to the
events
organized
> promotion of
local
food/products
and traditional
receipt and
dishes
> raising
awareness on
local product ,
food quality
Exploiting
events already
organized in
the territory
n. of
events
organiz
ed
n. of
foreign
chef
involve
d
Exploit
Tipicità
yearly
organizat
ion
Funding Possibilities for the development of the above mentioned actions:
ROP ERDF MARCHE 2014 – 2020
European Regional Development funds already approved for Marche Region
29
RDP MARCHE 2014 – 2020 Rural Development programme, in phase of approval with European Commission could offer several opportunities for the development of the
actions linked to agriculture and rural development and to the marketing of local quality products and brand.
ROP ESF MARCHE 2014 – 2020 European Social Funds for Marche Region concerning the years 2014 – 2020 is already approved and could support the funding of training and
education actions of the LAP
EU Programmes: 1) Erasmus plus Programme 2014 – 2020
2) COSME Programme 2014 – 2020
3) European Territorial Cooperation Programmes 2014 – 2020
4) Horizon 2020 Programme
Private – Public Partnership