Volume Zero for EXPO 2015


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A pilot project for the creation of an innovative and modular hospitality network including a system of non-hotel accommodation facilities that already exist that can be used for Expo 2015 and, in general, for mega events in Milan

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Volume Zero for EXPO 2015

  1. 1. Volume Zerø for EXPO 2015
  2. 2. Summary: • Volume Zerø - What it is 1 • Pilot Phase: - the Aim 2 - The Districts 3 • What were we Looking for/Evaluating 4 • The Methodology Adopted 5 • What have we Selected as Priority Locations and Why 6 • Presence on Public Transport Net 7 • Facilities Analyzed 11 • Proposed Structures 12 • Findings and Conclusions of Analysis 17 • Current Scenario and Suggestions 18 •International Benchmarking 24 • Suggested Promotion 26 • Altomilanese Area – Attractivity 27 • Legnano Attractiveness Case 28 • Final Conclusions 33
  3. 3. Volume Zerø - What it is: An innovative hospitality concept, based on the creation of a network of already existing non-accommodating facilities, in order to exploit them in the occasion of Expo 2015 and, in general, for other events happening occasionally or on a regular basis, in the city of Milan. 1
  4. 4. Pilot Phase: the Aim To focus on an area comprised between the provinces of Milan and Varese (that is between Malpensa International Airport and the Rho-Pero Fair Area) concentrating on 23 districts presently clustered in a Consortium called Altomilanese. The ultimate goal is that of mapping all the facilities found in these towns and that have been considered suitable to serve potential guests’ needs. 2
  5. 5. Pilot Phase: the Districts Legnano Area 1. Busto Garolfo 2. Canegrate 3. Cerro Maggiore 4. Dairago 5. Legnano 6. Nerviano 7. Parabiago 8. Rescaldina 9. S. Giorgio su Legnano 10. S. Vittore Olona 11. Villa Cortese Castano Primo Area 12. Arconate 13. Bernate Ticino 14. Buscate 15. Castano Primo 16. Casorezzo 17. Cuggiono 18. Inveruno 19. Magnago 20. Nosate 21. Robecchetto con Induno 22. Turbigo 23. Vanzaghello 3
  6. 6. What were we Looking for Old Boarding Schools, Monasteries, Elderly Homes, Parking Areas: all in good conditions. What were we Evaluating • Typology of the building • Date of Construction • Historical value • General Conditions • Qualities and Flaws • Past/Present Use of the Facility • Location • Ownership and Management • Website • Number of Restrooms (common/private) • Furniture • Number of Rooms • Accessibility for Disabled People • For Smokers or Nonsmokers • Heating System • Air Conditioning System • Double Glazed Windows • Possible Constraints (curfew, min./max. period of use) • Services Provided (reception, F&B, bar, laundrette, housekeeping…) 4
  7. 7. The Methodology Adopted: • Got in touch with the EXPO Representatives in all districts; • Sheduled meetings; • Discussed the possible options; • Collected contacts; • Got in touch with facilities supervisors: - Police Dpt. for Camping Areas; - Mother Superior for the Monastery; - Council Members; - Mayors; • Visited facilities; • Evaluated facilities; • Analyzed results; • Decided which ones had a higher potential. 5
  8. 8. What have we Selected as Priority Locations… Legnano Nerviano Rescaldina 1. Presence on public transport net; 2. Presence of local attractions/offers; 3. Possibility to invest in the project; 4. Interest in taking part in the initiative. 6 …and Why
  9. 9. 1. Presence on Public Transport Net: Considered Area 7
  10. 10. Train Transport: Direct connections to: Malpensa Airport; Expo Site; Rho Fiera; Milano City Center. 8
  11. 11. Bus Transport: LINE MOVIBUS Z601, Stopping at: Legnano, Parabiago, Nerviano, Rho, Rho Fiera, Molino Dorino (MI) http://www.movibus.it/chi-siamo/carta-della-mobilita/book/8.html 9
  12. 12. Cycling Paths: 10
  13. 13. Facilities Analyzed: 11 High Potential Low Potential for a total of approximately 520 beds Location Remodeling Time-Frame Investment Required Target "Barbara Melzi" Institute Legnano Long High Leisure: Groups, Young people Legnano Short Low Leisure: Small groups, Young people Buscate Short Low Leisure: Families, Young people Caravan Areas Buscate Short Low Leisure: Families, Young people Elderly Home Legnano Short High Leisure: Families, Groups Houses owned by City Halls Rescaldina, Turbigo, Arconate Medium Medium Business, Leisure: Families Hospital Legnano Long High Leisure: Families, Groups Military Base Legnano Long High Leisure: Groups, Young people "San Magno" Oratory Legnano Long High Leisure: Groups, Young people Camping Areas
  14. 14. Proposed structures: Elderly Home • Legnano City Centre • 100 rooms • Up to 200 guests • 5 floors, rooms with private toilet but common showers • large garden • no large investments needed Possible target Country delegations that will spend 6 months in town for the EXPO 12
  15. 15. Proposed structures: Houses owned by town councils • Rescaldina, Turbigo, Arconate • Some need restructuring, some already in the process of being restructured • Low/medium investment required • Low capacity (around 10 guests per house) Possible target Small country delegations that will spend 6 months in town for the EXPO 13
  16. 16. Proposed structures: Camping areas • Legnano, Buscate • Several available spots for camping and caravans • Low investment required Possible target Low budget tourists interested in camping, cycling and other sports 14
  17. 17. X Istituto Barbara Melzi • Legnano City Centre • Not available – hosting teachers from out of town X Oratorio San Magno • Legnano City Centre • Not available – hosting students during summer 15 Proposed structures:
  18. 18. X Old Hospital • Legnano City Centre • Not available – still partially in use as hospital plus other ongoing projects X Old Military Base (Caserma Cadorna) • Legnano City Centre • In disuse for the last 15 years • Large investments required 16 Proposed structures:
  19. 19. Findings: • Impact on current accommodation offer: The available structures found could add around 250 beds (0.3%) to the current 87,105 beds available in the Milan area (province); • Additional 270 «beds» in Camping and Caravan Areas; 17 Conclusions of Analysis: • Short term: not a large number of extra beds in the investigated area; • Long term: potential renewal of facilities like the Military Base.
  20. 20. 18
  21. 21. Tourists Flows 2013 vs. Accommodation Capacity 19 6.299.854 87.105 Flows Milan Province Total Italian Arrivals 1.763.765 1.089.322 2.853.087 Foreign Arrivals 2.758.885 687.882 3.446.767 Arrivals: Total 4.522.650 1.777.204 6.299.854 Presence of Italians 3.845.727 2.344.206 6.189.933 Presence of foreigners 6.076.641 1.307.028 7.383.669 Presence: Total 9.922.368 3.651.234 13.573.602 Considered Unities Milan Province Total Facilities 787 438 1.225 Rooms 30.114 13.454 43.568 Beds 59.390 27.715 87.105
  22. 22. 20 Accommodation Statistics: Type of structure Milan 2013 Province 2013 Total 2013 Total 2005 ∆∆∆∆ % 2005/2013 Hotel 5* 4.894 100 4.994 6.168 -19% Hotel 4* 28.280 16.366 44.646 28.956 54% Hotel 3* 10.196 5.061 15.257 25.592 -40% Hotel 2* 1.720 818 2.538 3.447 -26% Hotel 1* 1.739 325 2.064 3.091 -33% Residence 4.540 3.445 7.985 n.a. n.a Total Beds Hospitality 51.369 26.115 77.484 67.254 15% B&B 428 758 1.186 222 434% Camping 1.116 - 1.116 1.332 -16% Other 6.477 842 7.319 1.737 321% Total Beds Alternative Accomodation 8.021 1.600 9.621 3.291 192% Total number of beds 59.390 27.715 87.105 70.545 23% Number of beds in Milan and ProvinceNumber of beds in Milan and ProvinceNumber of beds in Milan and ProvinceNumber of beds in Milan and Province
  23. 23. 21 Accommodation Statistics: Bed Distribution in the province of Milan Bed Distribution in Milan • In the last eight years the only hotel category that showed an increase in the number of beds was the 4* • The number of beds in alternative accomodation has also increased in the period, although still low in proportion to the total number of beds available in Milan and province.
  24. 24. 22 Expected Arrivals EXPO 2015: 20.000.000 Accommodation Capacity as for 2013: 87.105 beds Total extra beds potentially available in the Altomilanese Area: 520
  25. 25. Suggestions: • Promote existing hospitality structures (hotels, hostels, B&B) available in all cities easily reachable by train and cities on the Sempione (direct bus to Expo site); • Incentivate new temporary/permanent B&B openings: many districts showed a great interest into involving private citizens into the process (Rescaldina); • Promote room rentals on sites such as Casevacanze, Temporaryhouse, Homelidays, Homeaway, Airbnb, Halldis, Home2home; • Promote the Altomilanese area – emphasizing the touristic attractions, ease of reach and, above all, the affordability; • In the long term, according to available budget, renew the military base (Caserma Cadorna) in Legnano, turning it into accomodation structure. 23
  26. 26. International Benchmarking: Considering how certain destinations improved their accommodation capacity during mega events, such as Olympic Games 2012, we thought about following their example. The first and only website advertising private gardens as micro campsites; providing accessible, affordable and fun alternatives to traditional accommodation around the world. 24 Use private and/or disused garden areas in order to turn them into camping sites for EXPO visitors.
  27. 27. A website that allows you to rent apartments while their owners are out of town, whether it be for a weekend or for a month. Restructuring and conversion of military bases in Germany. For example, Fulda Military Base has now become a touristic attraction. 25 Restructure Cadorna Military Base in Legnano and use it as an accommodation site for sport tourism. Reuse first and second homes/rooms and rent them to EXPO visitors.
  28. 28. 26 Suggested Promotion: Explora website Expo website Social media visitamilano.it
  29. 29. Altomilanese area – Attractivity: • History & Art • Easy access to Lakes (Varese, Como, Maggiore, Orta, Monate, Comabbio...) and the Ticino river • Parks (Ticino, Alto Milanese, Roccolo, Roggie...) • Shopping Legnano: Dolce & Gabbana outlet Parabiago: shoe factories (Frateli Rossetti, Ricardo Banfi, Luciano Padovani…) Rescaldina: outlet Bassetti, outlet Aspesi, Grancasa (Italian kitchenware) Olgiate Olona: Lindt outlet Vertemate su Como: Giorgio Armani outlet • Gastronomy (diversity and great value for money: Italian, Japanese, Chinese, Turkish, fast food chains such as McDonalds and Burger King…) 27
  30. 30. 28
  31. 31. History and Art in Legnano: The newly restored Medieval Castle gets burnt» every year during the city summer festival Leone Da Perego Palace: permanent exhibition centre since 2001 Sustermeister Civic Museum hosts temporary exhibitions Beautiful churches Beautiful frescoes 29
  32. 32. Legnano people’s victory over the emperor Federico Il Barbarossa is remembered every last Sunday of May with an historical parade and a horse race The dresses for the Palio are hand crafted re-creating precise medieval style and can be seen at each Contrada’s headquarters on request 30Palio di Legnano:
  33. 33. Former foundry Franco Tosi will host a library and the Labour Museum Theatre Galleria in Legnano city centre is a historical theatre, movie theatre and conference centre The Monument to Alberto da Guissano is a memento of the 1176 Battle of Legnano 31
  34. 34. Sports in Legnano: The 5 Mulini running race runs around five historical mills in Legnano since 1933 Parco Ticino offers runners multiple choice of paths and challenges in a beautiful and healthy environment Legnano is famous for its bicycle brand, founded in 1902, and the biking team going by the same name 32
  35. 35. Final Conclusions: 33 1) “Home of Delegations”: The re-use of available structures results in an increased capacity of approximately 200 beds in the short term which could be used to host some of the delegations coming to Expo for work. 2) “Restructuring & Conversion”: In the long term, the Alto Milanese Area could profit from Expo and start a programme of conversion of disused structures and green areas. 3) “B&B proposal”: Volume Zero could enhance the cooperation between local administrations and private citizens resulting in the creation of new economic resources for the territory.