Manager Coordinating Brownfield Redevelopment Activities www cobramance eu

Manager Coordinating Brownfield Redevelopment Activities www. cobraman-ce. eu This project is implemented through the CENTRAL EUROPE Programme co-financed by the ERDF.

5 th Training Seminar, 21. – 22. 9. 2010 Usti nad Labem, the Czech Republic Communication and marketing of brownfields in Usti Petr 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 Daily 5. 12. 2008

Communication and Marketing of Brownfields in Usti www. krasnebrezno. cz

Communication and Marketing of Brownfields in Usti www. usti-aussig. net

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 - 3 rd 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 task from 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 the DATABASE. We are aware it’s not the database itself, but PEOPLE who operate it.

Communication and Marketing of Brownfields in Usti Importance of communication and marketing for brownfields redevelopment in Usti Brownfield Redevelopment Strategy practical ways of marketing avoiding mistake of theoretical marketing “wisdom”

Communication and Marketing of Brownfields in Usti Brownfield Redevelopment Strategy PRIORITY 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 effect PRIORITY 3 – Increase of information flow and improvement of development skills PRIORITY 4 – Improving quality of life in the city

Communication and Marketing of Brownfields in Usti Brownfield Redevelopment Strategy PRIORITY 3 - Increase of information flow and improvement of development 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 Brownfield Redevelopment Strategy – priority 3 Activity 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 Brownfield Redevelopment Strategy – priority 3 Activity 2: Upkeep and publicity of the brownfield inventory → public database Responsible: Department of Strategic Development Department of Spatial Planning

Communication and Marketing of Brownfields in Usti Brownfield Redevelopment Strategy – priority 3 Activity 3: Increasing development skills of the city executives and administrators → support to education networking Responsible: City Hall Directory

Communication and Marketing of Brownfields in Usti Brownfield Redevelopment Strategy – priority 3 Activity 4: Increasing development skills of brownfields´owners → continuous communication Responsible: Department of Strategic Development Department of Spatial Planning

Communication and Marketing of Brownfields in Usti Brownfield Redevelopment Strategy – priority 3 Activity 5: Connecting to international project enabling sharing brownfields and development experiences → responsible and longterm thinking Responsible: Politicians Department of Strategic Development

Communication and Marketing of Brownfields in Usti What will secure continuity of BFs marketing activities AFTER COBRAMAN? Circ. Use 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 Name: Institution: Address: Phone: e-mail: web site: Marta Saskova Usti nad Labem City Hall Velka Hradebni 8, 401 00 Usti nad Labem +420 477 010 697 marta. saskova@mag-ul. cz www. usti-nad-labem. cz www. invest-usti. cz Thank you for your attention! This project is implemented through the CENTRAL EUROPE Programme co-financed by the ERDF.