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PORTICO
Conference
Realising the Benefits of Investing in Heritage
Brian Smith - Secretary General
European Association of Historic Towns and Regions
Introduction
Heritage Europe - Background
Importance of Historic Towns to Europe
Current Challenges & Threats
Lack of Evidence, Information & Guidance on
Benefit Realisation
Realising the Benefits – How to do it
INHERIT Project
‘Investing in Heritage –A Guide to Successful Urban Regeneration’
6 cities Newcastle, Belfast, Verona Gothenburg, Gdansk, Ubeda
19 case studies
Lessons & Success Factors
Aimed at Local Authorities & Key Stakeholders
Defining Heritage
Re-interpreted over time – broad Buildings, archeology, landscapes, collections Intangible – identity, tradition Language, literature & music
Instrumental benefitsEconomic, area, community & individual
Intrinsic values Knowledge, bequest, distinctivenessIdentity, belonging
Importance of the ‘narrative’ of the city
Newcastle –Grainger Town
35 hectares –comprehensive regenerationEnvironmental improvementsBusiness DevelopmentHousingArts, culture and tourism
Grainger town public/ private partnership
Characteristics- Success FactorsLA leadershipHeritage ‘audit’Clear overall visionTargets set and exceeded
Grainger Town-Benefits
Indicators Target Actual
Jobs created 1,900 2,300
Training weeks 5,400 5,100
New businesses 200 330
New floor-space 74K sq.m. 81K sq.m.
New dwellings 520 570
Buildings re-used 70 120
Public investment €59.5m €67m
Private investment €199m €288m
Grainger Town Lessons Learnt
A detailed heritage audit at the start of the process Flexible strategy
The right organisational structure- a company ‘limited by guarantee’ at arms length
An ethos of quality and excellence in design
Raise aspirations by looking at other successful examples of best practice.
Monitor and evaluate delivery of strategic aims
Recovery of Public Spaces
23 squares, streets & public areas
Comprehensive plan
Public involvement Modernisation of
infrastructure
Quality design & materials
Political & technical
department Catalyst for regeneration
Escuela Taller
Founded 1986 - traditional craft skillsTargeted at young
‘disadvantaged’
Over 1000 trainedCo-operative companies formed
70% ESF funded80% integrated into local economy
Ubeda Lessons Learnt
UNESCO catalyst for political consensus & strong
leadership
Comprehensive approach to investment in public realm delivers wider benefitsRestoration of 68 houses leading to city centre population
increase of 3%Creation of 32 new businessesEnhanced social interaction and perceived quality of lifeIncreased awareness of City council activities
Involving citizens from beginning allows problems to be identified early community ownership of project
Training in craft skills important for creating capacity and interest in heritage by young people
How to be successful
1. Focus on Identity and Diversity…..Prepare ‘audit’ to understand and define character –
include ‘common heritage’, archeology, landscape
Understand the social value of ‘identity’ to local people
and its appeal to visitors
Encourage ‘diversity’ – to spread activities and ensure
sustainable uses for old buildings
Develop cultural approaches for people and buildings -
include recent events
Value ‘quality’ of design and materials and welcome
good contemporary design
2. Invest in Regeneration
Use public sector investment as catalyst - especially
‘public realm’
Balance accessibility with space for pedestrians,
cyclists and the reduction of pollution
Improve surfaces, enhance lighting, signage and
interpretation and modernise infrastructure
Link public realm improvements to opportunities for
cultural events
3. Provide Leadership - Work in Partnership….
Recognise roles of the public, private and community
sectors; policy makers, investors, operators
Work with the private sector - consider new
approaches to funding and delivering public benefit
Involve the community and key stakeholders in
decision making
Understand the value of community engagement -
building people’s sense of ‘pride of place’
Encourage community and stakeholder ‘champions’ to
promote the benefits of investing in heritage
4. Think and Act Strategically…..
Value investing in heritage as key to urban regeneration and sustainability
Understand ‘identity of place’ and integrate heritage into corporate strategy
Recognise the importance of leadership, aspiration and a holistic approach with appropriate organisational structures
Ensure specialist skills and capacity are available and facilitate training
Monitor results and quantify environmental, social and economic benefits
Link benefits with the ‘Lisbon’ and ‘Göteborg’ agendas – job creation and sustainability
Conclusions
INHERIT conclusions relevant to cultural heritage
above and below ground
Urban Heritage is an asset that should be valued as a
major contribution to European competitiveness &
sustainability
Local and regional Authorities need to adopt a more
strategic & integrated approach with emphasis on
measuring social and economic benefit
Focus on identity and authenticity with the ‘narrative’
of the city understood and owned by key
stakeholders
EU policy priorities should more explicitly recognise
heritage as a catalyst for urban and regional
regeneration
Important cross roads – opportunity to influence EU
policy post 2007-13 e.g. Bruges 9th December 2010
Need to strengthen the voice of the historic city so
that all aspects are integrated in presenting a
coherent case for cultural heritage as an untapped
resource for the future.
Working with other Heritage organisations to help
shape future - including projects like PORTICO