the rural idyll: placemaking and placebranding strategies on rural development - Gerard van Keken

The Rural Idyll: Myth or Reality? placemaking and placebranding strategies on rural development Gerard van Keken * ReMarkable Identity

The rural idyll: Myth or Reality?

Content
1. Place : globalisation and localisation
2. “Who wants to be a rural resident ?”
3. Placebranding : what and how
4. Placemaking : what and how
5. Strategies on placebranding and placemaking
6. Some concluding thoughts

Project-/eventmanager
Researcher
Teacher Netherlands/China
Ph.d Erasmus University Rotterdam on identity, placebranding/placemaking
x-mas 09
ReMarkable Identity/Gerard van Keken

1. Place : globalisation and localisation From here it looks beautiful I don’t know why we left … .. For vital and sustainable areas (and the earth)

Some perspectives on my presentation today

1. Place : globalisation and localisation Paris New York Shanghai Metropolitan megacities

Exhibition: “Paris - New York - Shanghai”
19th, 20st & 21st Century
By Hans Eijkelboom (photographer)
f.i. Foam Amsterdam

1. Place : globalisation and localisation Source: Hans Eijkelboom

His point:
Unique individuals, homogenising clothing styles in cities that become more and more similar
at the decor of
brand shop &
foodstores

The movie ‘Babel’
In: Marocco, Japan, Mexico & US languages: Arabic, English, Spanish en Japanese
Events that are ‘inter-
connected’ like the
Butterfly-effect

Globalization&
identity:
Placelessness
Today:
Place matters
(again)

Place : globalisation and localisation The rural must be considered at what is happening in the cities & also on ideas in society on ‘what is rural’

Contrasts: Core vs. periphery
city vs. countryside

FAST world vs. SLOW world

Modern vs Traditional

Crime, poverty, homelessness vs. Problem free

Polluted congested dirty cities vs. More natural, quiet places

Rural villages in Neth.:
today and 50, 100
years ago
at first sight no change
but things did change !

1. Place : globalisation and localisation social representation of the rural: If people have these ideas of the rural, you can do something with it, take advantage of it!!!!!

Localization: let us not forget that people’s lives are conducted in localized sets of place
“ I love the local when it enables you to see the global, and
I love the local when you can see it from the global” (Virilio, 1999: 112)

Resumé: places
are more, or less
under the influence
of both global and
local developments
The local-global nexus (Milne & Ateljevic, 2001)

The rural must be considered in relation to the urban and what is happening there
Globalization affects localization, but also the other way around
Identity, culture and history make places to what they are, but……
An important question is:
“ Where is the sense of place?”
Two strategies to enhance sense of place

Placebranding & Placemaking

2. Who wants to be a rural resident?
A knowledge break on EU Myths and
strategies for placebranding and placemaking

RURAL RESIDENT ?

Who wants to be a rural resident?
The rules
Take a pen and the paper with 15 questions
15 seconds to think on every question
Simple: MYTH (X) or REALITY (X)?
After 15 questions, we will look at the correct answers

Question 1 Rural areas cover 76 percent of Europe´s land surface MYTH or REALITY?

Question 2 Languages are dying at a dramatic rate, from an estimated 15.000 just 100 years ago to some 7.000 today ! MYTH or REALITY ?

The World Population is More Urban Than Rural MYTH or REALITY? Question 3

Question 4 90 million pigs are reared annually for meat in the EU MYTH or REALITY?

Question 5 So far fourteen countries have at least one officially accredited Cittaslow community. MYTH or REALITY?

Question 6 The percentage of the total labour force in EU working in agriculture, forestry and fishing is 9,1%. MYTH or REALITY?

Question 7 The EU has approximately 500 million inhabitants MYTH or REALITY?

Question 8 Our food now travels an average of 1.500 miles before ending up on our plates. MYTH or REALITY ?

Question 9 There are almost 50 million agricultural companies in the EU. MYTH or REALITY?

Question 10 Organic farming area covers 7.8% of the total utilised agricultural area in the EU. MYTH or REALITY?

Question 11 Almost 60% of the population of the EU, in 27 countries lives in rural areas. MYTH or REALITY?

Question 12 The yearly budget of the EU for their policies is more than 120 billion euro. MYTH or REALITY?

Question 13 The slow food organisation has members in 132 countries and more than 100.000 members. MYTH or REALITY?

Question 14 The share of Agriculture to the GDP of the EU is 2,5%. MYTH or REALITY?

Question 15 The common agricultural policy of the EU represents 30% of the EU's total spending. MYTH or REALITY?

2. Who wants to be a rural resident? The answers…….are p.s. if you trust yourself correct them yourself If not…ask your neighbour !

3. Placebranding: what & how

3. Placebranding : what and how Place: Calais

3. Place branding : what and how Pas-de-Calais, Really, there is another paradise !

3. Place branding : what and how
Pas-de-Calais
Côte Opale Le Pays Vert Artois, terre d’histoire

But Calais is also:
Calais – Dover
the harbour

And Calais is also
the movie: “Welcome”

Placebranding is:
not an easy job !
is more than a new logo, slogan (more than just communication)
a (long term) process
a place brand is a representation of identity , building a favourable internal (with those who deliver the experience) and external (with visitors) image
leading to brand satisfaction and loyalty; name awareness; perceived quality; and other favourable brand associations (Govers & Go, 2009).

Place Brand Essence Identity Experience Concept Value Match Place Brand Analysis Perceived Identity Perceived Image Projected Image Place Brand Implementation Construction Communication Cooperation Source: Govers & Go, 2009 3. Placebranding : what and how

3. Placebranding : what and how www.placebrandz.com

In steps
www.placebrandz.com

Step 1 : Vision, mission,
Objectives
WHAT is the shared
vision?
&
the mission
&
objectives
building (holiday) houses * creating jobs (or demolish) ?

Step 2 : Place brand
Analysis
1. Perceived identity
2. Perceived image
3. Projected identity
Coastal feeling of sea and beach Battle against the water Polderprospects 1. Enjoying 1. Space 1. Admiration 2. Freedom 2. Quiet 2. Wildness 3. Quiet 3. freedom 3. Respect Coastal feeling of sea and beach Fishery & seafood Small towns & villages at the coast 1. Quiet 1. Quiet 1. Quiet 2. Space 2. Freedom 2. Nature 3. Freedom 3. Mussels 3. Thunderstor Zeeland

Step 3 : Design Place
brand essence
grounded in the brand
Identity = the brand
name, values, narrative,
visual identity
Welsh brand values

Step 4 : Place brand
Implementation
Construction
Cooperation
Communication

What is place?
Place (topos) was according to Aristoteles, the dimension of where, in relation between men and environment Globalization: place doesn’t matter Now: place matters again

About placemaking:
Placemaking is about the ways that people create a sense of place for themselves from networks of exchange, webs of affection and material landscapes (MacKay & Brady, 2005).
Simply stated: how do you create a place where it feels good

Placemaking: human scale central
important for local economic development
policy-making since reassertion of local interests and distinctiveness can
help develop a competitive edge in the market place (Dredge & Jenkins, 2003)

Origin of placemaking:
PPS (project for public spaces): “It’s hard to create a space that will not attract people, what is remarkable, is how often this has been accomplished”
- William H. Whyte

4. Placemaking : what and how Place-making strategy : Elements of identity that can be used for a (renewed) construction of identity Govers & Go, 2009 Past Symbolism Past Behavior Communi-cation Great events/ Great heroes Food / Architecture / Arts / Literature / Popular culture Language / Traditions / Rituals / Folk Size Physical Appearance Inner Mentality Location History Coloring elements Changing Signifiers Semi-static Structural

‘ placemaking’ is the realisation, maintenance and development of a sustainable environment for both residents and visitors in the physical, social en virtual construction of places, with a special focus on the sense of place and distinctive features of the place’s identity

Transformations for
(VITAL) RURAL AREAS:
Virtual level
Symbolic level
(buy or sell rural Life)
Material level:
e.g. B&B

Some ideas/concepts for values, brands, events
for further development, with a focus on:
- ‘Agri-culture’: ‘cultivation of the land’
(regional) products
Cultures at the rural countryside
Quality of life
Entrepreneurs

Turin, Italy ( not so rural) City of….? Fiat Juventus Winterolympics 2006 & Salon del Gusto 5. Strategies on placebranding and placemaking

Slow food
(origins Italy), now
worldwide (132
counties, 100.000 m.
Slow ….
-cities, life, management
sex
Salon del Gusto
2008: 180.000 vis.
Slow Fish
Gastronomic Univ.

What can you do with Garlic? 5. Strategies on placebranding and placemaking

Gilroy (US), Garlic Capital of the world
Garlic Festival
Iconisation of garlic
Foodscapes & food themed place identities

Bra, Italy cheese festival, yearly in september, 150.000 visitors 5. Strategies on placebranding and placemaking

Bra is also one of the founders of the Cittaslow movement
International network of Slow cities, since 1999
aims
creating space for "the good, slow life”
a sustainable (and protecting) environment
quality food, music and building culture
promoting local goods and products
the uniqueness of cities

Norway
Stockfish, Bergen,
Lofoten International
Stockfish Festival

Artichoke Festival in Benicarló (Alcachofa, Spain) the traditional - a thousand and one different kinds of – artichoke tastings. Grilled, fried, in omelettes or fiestas Yearly in January 5. Strategies on placebranding and placemaking

The Taste of Zeêland, since 2000 5. Strategies on placebranding and placemaking

Regional food products as identity-
constructs
Sense of pride of locals
Meeting the other (host-guest)
Meeting ‘otherness’ in food, in people,
their habits, their traditions, their culture
Marketing use
A memorable experience

Fashion(show)- design contest “ Design a new outfit for today’s wear inspired by Zeeland’s traditional folkloristic Costumes ” 5. Strategies on placebranding and placemaking

5. Strategies on placebranding and placemaking Possibilities are endless, but you need a strategy Past Symbolism Past Behavior Communi-cation Great events/ Great heroes Food / Architecture / Arts / Literature / Popular culture Language / Traditions / Rituals / Folk Size Physical Appearance Inner Mentality Location History Coloring elements Changing Signifiers Semi-static Structural

6. Some concluding thoughts Shrink the buzzword Not just a shrinking Population But shrink…on

Financial crisis caused/causes/will cause:
Shrinking budgets
Shrinking authorities
Shrink in civil servants
Shrink in rules
Shrink in consuming
Shrink in hardware
:

Space needed for:
Entrepreneurs
Creativity
Ideas/action in
soft- & orgware
Collaboration
Civic culture
Human scale &
sense of place
Quality (of life)

The Rural Idyll: Myth or Reality?

From a resident’s
and visitor’s
perspective
the rural idyll
can be a myth

From the resident’s &
the visitor’s
perspective
characteristic places
can be rural idylls
if they have
(symbolic) value

6. Some concluding thoughts Dutch TV program: ‘Farmer looking for a wife’, creates high symbolic value for the rural countryside

Thank you for inviting me, your attention Any questions, suggestions, remarks, complaints (except about the quiz)?

the rural idyll: placemaking and placebranding strategies on rural development - Gerard van Keken

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the rural idyll: placemaking and placebranding strategies on rural development - Gerard van Keken — Presentation Transcript

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