This project is implemented through the CENTRAL EUROPE Programme co-financed by the ERDF.

Manager Coordinating Brownfield Redevelopment Activities

www.cobraman-ce.eu

5th Training Seminar, 21. – 22. 9. 2010 Usti nad Labem, the Czech Republic

Communication and marketing

of brownfields in UstiPetr Nikolic, Sven Czastka, Marta Saskova

Usti nad Labem City Hall, Department of strategic Development, Section of Investment Support

Communication and Marketing of Brownfields in Usti

Before COBRAMAN:Communication of BFs was supplied by communication of squats, deprived areas or old industrial areas- Mostly individual plots/ properties- Long term concepts mainly missing- Maximum/ only effort put into

“hot potato” cases

Communication and Marketing of Brownfields in Usti

Before COBRAMAN:we pioneered with “Revitalisation of Krasne Brezno and Nestemice” project- Urban study introduced to stakeholders, MM and

the public- Trade fair presentations- Articles in professional magazines- Pilot activity in the CIRCUSE project

Communication and Marketing of Brownfields in Usti

MF Dnes Daily5. 12. 2008

Communication and Marketing of Brownfields in Usti

www.krasnebrezno.cz

www.usti-aussig.net

Communication and Marketing of Brownfields in Usti

Communication and Marketing of Brownfields in Usti

Concurrently to COBRAMAN:we have been working on promoting Lake Milada area since 2006 - graphical design- www.lakemilada.com- 3rd year of Cycling race and Kids’ day- Analytical and Strategic Study for Tourism Development

Communication and Marketing of Brownfields in Usti

www.lakemilada.com

Communication and Marketing of Brownfields in Usti

What is our experience during COBRAMAN:communicating BFs is a very complicated taskfrom the very beginning- BFs in Usti are mostly owned by

private owners- Not everybody knows what it is- It’s not easy to explain- It’s often replaced by other meanings

Communication and Marketing of Brownfields in Usti

What is our experience during COBRAMAN:we organised 3 meetings with brownfield owners- The owners were mostly surprised- How to attract participants if there is no money/ funding

involved- How to maintain attendence at all meetings- It is essential to reach out to people

during the coffee breaks

Communication and Marketing of Brownfields in Usti

What is our experience during COBRAMAN:we inform the public about COBRAMAN at

www.usti-nad-labem.cz

Communication and Marketing of Brownfields in Usti

What is our experience during COBRAMAN:Our most powerfull tool is supposed to be theDATABASE.We are aware it’s not the database itself, butPEOPLE who operate it.

Communication and Marketing of Brownfields in Usti

Importance of communication and marketingfor brownfields redevelopment in Usti

Usti Brownfield Redevelopment Strategypractical ways of marketingavoiding mistake of theoretical marketing “wisdom”

Communication and Marketing of Brownfields in Usti

Usti Brownfield Redevelopment StrategyPRIORITY 1

– Exploiting all the legal, formal and informal tools, which aid brownfields reuse

PRIORITY 2– Active identification of financing sources and resources with an aim

of maximizing a leverage effectPRIORITY 3

– Increase of information flow and improvement of development skillsPRIORITY 4

– Improving quality of life in the city

Communication and Marketing of Brownfields in Usti

Usti Brownfield Redevelopment Strategy

PRIORITY 3 - Increase of information flow and improvement ofdevelopment skills

- Information campaign to communicate the brownfields strategy to public- Upkeep and publicity of the brownfield inventory- Increasing development skills of the city executives and administrators- Increasing development skills of brownfields´owners- Connecting to international project enabling sharing brownfields and

development experiences →

Communication and Marketing of Brownfields in Usti

Usti Brownfield Redevelopment Strategy – priority 3Activity 1: Information campaign to communicate

the brownfields strategy to public

→integrated approach“one communication”

Responsible:Department of Strategic Development

Communication and Marketing of Brownfields in Usti

Usti Brownfield Redevelopment Strategy – priority 3Activity 2: Upkeep and publicity of the brownfield

inventory→public database

Responsible:Department of Strategic DevelopmentDepartment of Spatial Planning

Communication and Marketing of Brownfields in Usti

Usti Brownfield Redevelopment Strategy – priority 3Activity 3: Increasing development skills of the city

executives and administrators→support to educationnetworking

Responsible:City Hall Directory

Communication and Marketing of Brownfields in Usti

Usti Brownfield Redevelopment Strategy – priority 3Activity 4: Increasing development skills of

brownfields´owners

→continuous communication

Responsible:Department of Strategic DevelopmentDepartment of Spatial Planning

Communication and Marketing of Brownfields in Usti

Usti Brownfield Redevelopment Strategy – priority 3Activity 5: Connecting to international project enabling

sharing brownfields and development experiences→

responsible and longterm thinkingResponsible:PoliticiansDepartment of Strategic Development

Communication and Marketing of Brownfields in Usti

What will secure continuity of BFs marketing activitiesAFTER COBRAMAN?

CircUse project- running CE project- Revitalisation of Krasne Brezno and Nestemice” Pilot commercial property due diligence

Communication and Marketing of Brownfields in Usti

What will secure continuity of BFs marketing activities

AFTER COBRAMAN?

Partnership for Czech brownfields- applied for recently- programme supporting competitivness through education- multilateral experience of communicating BFs within the

Czech environment on different levels

www.cobraman-ce.eu

Thank you for your attention!

Name:Institution:

Address:Phone:e-mail:

web site:

Marta Saskova Usti nad Labem City HallVelka Hradebni 8, 401 00 Usti nad Labem+420 477 010 697marta.saskova@mag-ul.czwww.usti-nad-labem.czwww.invest-usti.cz

This project is implemented through the CENTRAL EUROPE Programme co-financed by the ERDF.