Athens Co Creation Project: The Progress of a Communicative Lean Start up Model for Branding Athens
Athens Co-Creation is a postgraduate platform for curating and sharing sourcesand ideas on city branding as well as a co-learning and collaborative social lab.We work on smart, sustainable and startup cities. We focus on lean startup model,as well as co-creation methodologies to co-create Athens as a global smart andstartup city brand.Standing at a distance all the familiar shapes are losing their form.The shapes become different,The new forms produce different connotationsThe philosophyI N S I D E T H I SI S S U E :Project Phase 1 2Project Phase 2 3Project Phase 3 4Our Proposal 7References 21Preview of the progressAthens Co-CreationprojectJ U N E 2 0 1 3Postgraduate Studies:Cultural ManagementCourse:Cultural Marketing andCommunicationAthensCo-Creation BrandingProjectCourse Instructor :Betty TsakarestouAssistant Professor and Head ofAdvertising and Public RelationsLab,Department of Communication,Media and Culture, PanteionUniversityhttp://twitter.com/tsakarestouhttp://gr.linkedin.com/in/bettytsakarestouhttp://panteion.academia.edu/BettyTsakarestouTeam:Katerina VlassopoulouAkrivi GioulekaMaria KourassaniVivi KopsiaChristiana NeokleousKaterina VaimakiExploring the corporate visions about citiesThe 9 axes of investmentsOverview of City BrandsThe strategies involved, a philosophy offorming an identityAthens like a puzzle: searching out actions&linking all the parts a new form of identityis arising
P A G E 2The marketphilosophyThe 9 axes ofsmart cityProject 1: Exploring the corporate visionsabout citiesWhen we are referring to large companies with international repu-tation in the global economy the link between Vision and Projectsis undisputable. Through their intentions and the ways that com-panies invest in cities arise their own proposal for current and fu-ture infrastructures. The guide courses of action thus distin-guished by nine pillars: sustainability, solutions for energy andtransport, applications, green lifestyle, smart technologies, dia-logue platforms, aesthetics and infrastructure related to health.Also we can see that a complementary and a very important fea-ture of the corporate vision exists; the concern for humans.Though in all cases that have been reported not all companiespromote active participation, they are implying the importance andan interest on the best way of living.A T H E N S C O - C R E A T I O NAestheticsDialogueEnergy solutionsThe ecological footprint
Project 2: Overview of City BrandsThe strategies for forming an identityP A G E 3J U N E 2 0 1 3How cities communicate their identity? Following our interest to detect communi-cative practices we chose three cities. We chose Rome and Constantin-ople as competing examples from West and East and Moscow, because itis in the process of creating an identity.From our research we ended up with the following conclusions.Starting from Moscow our observation showed us that the particular char-acteristics of the city do not overlap the inability of finding solutions for im-portant problems of the city. In this context, the authorities of Moscow findit difficult to form a communication policy, despite the goodwill andparticipation of agencies and organizations in the city.The Rome identity is based on the eternal characteristics forwhich the city has received prestigious awards. The archaeologi-cal monuments, the architecture and design culture, the historyof Catholicism and the dynamics in tourism, are stable objectivesof the promoting Brand name.Istanbul is a unique city because it connects the West withthe East, but also because of its long history and its multiculturalism. The identitymakers are leaning on to the previous characteristics to shape the citys image.The particularity of this example consists of two factors. Firstly, the fact that thestrategy is carved by the central authority, i.e. government in direct cooperationwith the city authorities, secondly they have developed a strategic plan whereincorporating actions form and strictly enforces a parallel nation branding strat-egy.The axes of their strategy are focused on society, environ-ment, economy and relative various actions. Besides themodern reconstruction of the city, a great number of con-ferences take place that are focusing in sectors of technol-ogy, economy and the environment. Almost the entire citysinstitutions are involved in this identity forming, such asuniversities, private organizations and NGOs’. Neverthe-less not all the data elements are met in this strategy. Thecontradiction between government vision and social policyexists and the results of this are the recent events of theviolent demonstrations in squares of Constantinople, whichtook global dimensions and caused a particular blow to the citys identity.In the light of what has been reported, in order for a city to develop a successfulcommunication strategy, a narrative is needed, based on specific existing com-ponents, a strategy of solving specific issues - otherwise what kind of an imageto promote -and based on a strategy that re-wraps when specific incidents af-fect negatively the image.Nascent MoscowEternal RomeConstantly in ProgressIstanbul
P A G E 4Project 3: Athens like a puzzleSearching out the actions &linking all the parts, a new form of identity isarisingA T H E N S C O - C R E A T I O NAccording to global ratings Athens is not focusing on innovation and is inthe lower position as a green city. But It allocates the 10th position in thepower of the Brand comparing to 72 examples.In the crisis phase of the country the city of Athens as the capital, is in thecenter of developments and reactions.It’s indisputable. The crisis has affected the city. The public image is di-rected to the negative side, with the promotion of demonstrations as a formof disorganization and dissatisfaction, and the German experts as teachersthat instruct on organization issues to a country that fails to take the helmusing its own forces.But if one looks more carefully and explore what happens in the city, thecenter of this country, he or she will face a different reality.Plenty of start up businesses supporting creative entrepreneurship *.Architectural plans for re- launching Athens, that upgrade several and cru-cial points of the city center and the periphery, with Green Logic .The emergence of a different culture in the people’s relation. The boost ofthe Volunteerism. What is the value espoused? Solidarity.In such a context the creative people of the cultural sector with the dynam-ics of NGOs form different partnerships and innovative cultural events.So if you look at Athens more carefully, it looks like a puzzle. All you need isto unite the scattered pieces of the city and then united them. Then a differ-ent picture is formed.urban renaissance:Reconstructionof Urban Environmententrepreneurial action:The start- ups initiativeTowardsa new system of values:solidaritya new business trend ?new and innovative culturalactions and synergies
The Role of the Municipality:An actor for Re– Launching AthensP A G E 5J U N E 2 0 1 3Re-launching Athens initiativeThe recent Re-Launching Athens Initiative, received €84m from the ERDFaims to revive the city centre to make it more attractive to investors.The project is based on 5 priorities: competitiveness, improving qualityof life, regeneration of urban areas, handling the social crisis, sustain-ability, Athens underground revitalizedThis project has dramatically changed urban transport in the Attica basin. Ithas raised the standard of living for Athens residents and improved air qual-ity. Further work (extending a metro line) is continuing to improve life in thecity: in particular on the line linking Piraeus and Kifisia in the north.The EU is co-financing the project to the value of €50 m (of a total investment of€79.2m) with 205 jobs directly created during its implementation. Some 440 000commuters are benefitting from improved traffic flow, safety and comfort.The goalsCompetitivenessImproving qualityof lifeRegeneration ofurban areasHandling thesocial crisisSustainability Elaionas a metropolitan transportation center and sports facilities Alexandras Avenue a sport museum/parking place Kerameikos area a cluster creative entrepreneurship/KM Pop-up Market/servicedstudios/co-working spaces, studio housing Academia of Plato a museum/shopping mall Reconstruction of derelict buildings Cycling networks/ social support hub (Larissa Station) Reformation of the Varvakeion Market and Athena’s Street «Rethink Athens»
P A G E 6Conclusion & Challenges:Exploring the possibilitiesA T H E N S C O - C R E A T I O NIn Athens, many things happen. We started our syllogism stating that Ath-ens is like a puzzle, each piece of which has particular value not only eco-nomic but also social. There is no doubt that Athens is moving toward a sus-tainable future.But how many of our citizens are aware of this puzzle?How many know that despite the economic crisis there are both public andprivate initiatives that promote the regeneration of the city?And if they know all that what opinion will be formed?Can the perception of our people be influenced towards their own city?We have to consider that the crisis has brought psychological depressionand the feeling of pessimism.So there are pieces of a puzzle, there isn’t a clear picture, but there aremany remarkable actions.What is missing then, is a connecting element that will unite the pieces ofthe puzzle in order an image to be formed and also a raised awareness.Why anyone must be interested in raising the awareness of citizens andwhy also in forming a picture?Citizens need to know that Athens is heading to a change. This changeneeds ambassadors who will support and will enhance the process by par-ticipation.The development of a coherent and not fragmented image will demonstrateat the international market that Athens is not diluted place, but a place thatis being reformed, and thus is offering diverse opportunities for investment.Forming a clear city identity, a new brand narrativeTaking into account the emerging dynamicsLean-ing up and setting down all the pieces of the puzzle:Creation of valueCoordination & methodology for integrated actionWe challenge ourselves for:
Our ProposalConfiguring the identity of AthensA strategic communicative model
THE NEW LANDSCAPE FOR CITIES: OVERVIEW OFGLOBAL TRENDS AND EUROPEAN STRATEGIESP A G E 8J U N E 2 0 1 3The 21stcentury is characterized by a strong, global trend. Cities become the cor-nerstone for the social development and social cohesion. Cities can be highly pro-ductive, innovative, and green and hence desirable for our future. However therapid influx of new citizens presents overwhelming challenges to their governmentsthat have to deal with the positive benefits and the negative aspects of such afact. The demand for services, the tax revenues, the traffic congestion, the wastemanagement, and the access to resources and crime are some of these greatchallenges. At the same time, globalization has connected cities in forms of com-petition previously unknown –for capital, for resources, and for the Creative Class.Some of these approaches are related to emerging roles of information technology,and cities need to attract creative people to produce innovation and deal with ex-periments related to urban planning, open governance, sharing and collaborativeeconomy, urban infrastructure.Saskia Sassen suggests that ‘’It is the need to design a system that puts all thattechnology truly at the service of the inhabitants—and not the other way around." ORichard Sennett draws the attention, the smart city of today should not be thenightmare of tomorrow. Finally, the Corporate Visions of companies that invest insmart cities infrastructure and development, also propose a balance in the use oftechnology in the urban environment emphasizing on the citizens needs . The de-gree of technology’s physical involvement in citizen everyday life varies considera-bly from company to company.A T H E N S C O - C R E A T I O N
The current economic crisis, on the other hand, combined with growing citizen ex-pectations, also is placing increasing pressure on cities to provide better and moreefficient infrastructures and services, often at minimum cost. This trend has contrib-uted to the growing popularity and use of the term ‘Smart City.’ Definitions of a ‘SmartCity’ vary widely – ranging from the use of discrete new technology applications suchas RFID and the Internet of Things through to a more holistic conception of intelligent,integrated working that is closely linked to the concept of Living Labs and user-generated services. The former definition is widely used by ICT companies of allshapes and sizes. The latter definition, albeit with more emphasis on user generatedservices than ICT, has been loosely adopted by the European Commission. Sinceearly 1995, the European Commission has attempted to improve government ser-vices, transactions and interactions with European citizens and businesses throughthe funding and deployment of a wide variety of strategic ICT initiatives. The Net-work of European Smart Cities, the Smart Cities Innovation network, the APOL-LON, the International network of Mayors and High Political Representatives, theDigital Cities, the CoreLabs CA are just a few of the initiatives that express thisP A G E 9J U N E 2 0 1 3
P A G E 1 0The competitionto attractinvestment,tourists,businessestablishment,major events andnaturalinhabitants.Challenges & CompetitivenessThe city is a concept with many dimensions and expressesand includes aspects of the wider society. It is a place of resi-dence, production and consumption, according to Lefebvre,history site, with social conflicts and contradictions, a place ofunique natural and eco-logical characteristics and culturalvalues. The city is neither static nor given, and urban devel-opment is associated with global economy and its relation-ships with other cities.The model for a creative city can be regarded as a moderntool for city strategic planning and a tool for achieving city’scompetitiveness. The cities participating in an internationalcompetition to attract investment, tourists, business establishment, majorevents and natural inhabitants. Their aim is to rise on the urban hierarchysystem.Different approaches to the creative city concept, summarized in a typol-ogy defined by three main components: a) focus on creativity as a tool forurban development, b) supporting the concept of creative city in the useof creative activities / industries ( expanding cultural activities), c) aframework that supports the ability to attract creative city creative abili-ties, the creative class.The competition if you look it under a global perspective is great. How-ever we want to focus on a smaller range and achieving at this, in the fu-ture we will broaden our horizons. With the philosophy that success isbeing achieved climbing one step at a time we see as main competitors,the cities of Istanbul, Berlin, Barcelona, Rome.Istanbul, based on a national strategic planning, makes large investmentsin city branding, in host-ing conferences ofworldwide importanceand in cultivating entre-preneurship. The recentpolitical instability, andsocial problems, are theonly black spots in thistransformation of Istan-bul into a dynamic andsmart modern city.Berlin, is referred as"the Silicon Valley ofEurope" and "the newMecca of Internet", andA T H E N S C O - C R E A T I O N
P A G E 1 1J U N E 2 0 1 3lures a lot of experts who influence policy, entrepreneurship, education, plan-ning, society and culture. The intense creativity of the city, attracts many artistsin Berlin, and the city is turning into the one of the most exciting cities in Europe.It is clear that Berlin is a strong competitor for Athens and certainly an examplefor emulation.The city of Barcelona, belongs to the "cities of knowledge", is a "cultural capital"of Europe and has built a strong infrastructure in the creative sector. The suc-cess of the 1992 Olympics, led the government gradually in a shift to a strategicplanning and implementation of policies related to the model of creative cities.The exemplary use of tourist development and cultural heritage, seems to beone path the city follows.Hosting events such as the annual report GSMA Mobile Word Congress that at-tracts more than 65,000 visitors each year and is considered as the "showcase"of global technology in the field of mobile communications and the wider digitalcommunication, is the other path. In Barcelona, the creative industries have be-come one of the key features of the city with a long history of innovation andcreativity (Mascarell, 2006) and are associated with the cultural sector. Its safeto say that today Barcelona is culturally strong and dense, mainly thanks to thefact that culture has been at the center of urban development through culturalpolicies that are committed to innovation, creativity and coexistence (Crossa etal., 2010). Some examples of creative industries in the city are the 22 @ Barce-lona Project, the Business Center Glories, the Hangar, the MACBA, the TorreCollserola, the Primavera Sound Festival etc. (Acre 2007).Rome because of its geographical proximity is also among the cities with anemerging competing to Athens. The stable city branding, as the eternal city, ahistoric city with prestige and stability among the assets, whereas some actionsto become a smart city, despite the bureaucratic shortcomings, gives a clear im-age that the city moves forward and tries to deal with the emerging problems.
P A G E 1 2Think BigandStart SmallMethodological approachThe Lean Start up modelA T H E N S C O - C R E A T I O NWhich is the appropriate method in order to be able to follow the con-tinuous changes and at the same time maintain the viability of a city;Which model is capable to be able to incorporate all of the aforemen-tioned parameters and be able to absorb setbacks and transform theminto opportunities for change? The Lean start up model.As Steve Blank mentions “It’s a methodology which favors experimen-tation over elaborate planning, customer feedback over intuition, anditerative design over traditional “big design up front” development. Al-though the methodology is just a few years old, its concepts—such as“minimum viable product” and “pivoting”—have quickly taken root inthe start-up world, and business schools have already begun adaptingtheir curricula to teach them.Lean Start up, provides a scientific approach of creating and managingstart ups and get a desired product to customers hands faster. Thelean start up method teaches you how to drive to start up how to steer,when to turn, and when to persevere and grow a business with maxi-mum acceleration. It is a principled approach to new product develop-ment.Principle: Think Big and Start Small4 steps: Eliminate Uncertainty, Work Smarter and Harder, Develop aMinimum Viable Product (MVP), Validated LearningFollowing a list of the famous universities as Stanford and Harvardthat have made the switch to the lean start up business model, Blank-states “The first hundred years of management education focused onbuilding strategies and tools that formalized execution and efficiencyfor existing businesses. Now, we have the first set of tools for search-ing for new business models as we launch start-up ventures. It alsohappens to have arrived just in time to help existing companies dealwith the forces of continual disruption. In the 21st century those forceswill make people in every kind of organization—start-ups, small busi-nesses, corporations, and government—feel the pressure of rapidchange. The lean start-up approach will help them meet it head-on, in-novate rapidly, and transform business as we know it”.
Branding Athens:Unveiling the DifferenceP A G E 1 3J U N E 2 0 1 3We need to form a new identity, the real one that will promote confidence to the external en-vironment in order to invest to our future.CreationPraxisDelightThe three branding pillarsPeoplefeed thehistoryΤhe economic crisis in Greece in recent years, combined with the weakness ornon-selection for a form of a national strategy that is consistent with internationaldevelopments, has negatively affected the Athens role in the international trend,that is followed by most cities abroad. But the emerging initiatives like the Re-launching Athens project, the Re- think project, the Niarchos project, the awardedstart ups, the volunteerism, the creativity of the cultural sector are elements andactions which reveal that Athens is following global trends and starts to form arole .We have action with participative collaboration and we have values and we havealso cultural venues to enjoy.That is now our story and we ought to promote it.But is this the competitive advantage of Athens?The advantage of the city is that it forms gradually a cluster of culture, of creativestart ups and of volunteering participation.In order our story to be unfolded—and that will not happen in a glance– we needour people to believe in it, because they are our ambassadors. According toCharles Landry, “creativity is the backbone of the city, and the critical resource istheir people. It is the intelligence, the vitality, the imagination and most of all thecreativity of people that feed the history. Indeed, the intensity of this creativepower and its exploitation, is the key that will determine the progress and managethe sustainability of each city”.
P A G E 1 4Creating ournarrativeCreationWhen we speak about creation we are referring to all those actions that createvalue in the city. And these are the universities and their actions, the Start upsand all those business activities such as the fashion designers.PraxisWhat could be defined as Praxis; Are all those operations that indicate that thecity is alive, is evolving, has vision and values. All those projects that are under-way in the city for the change of the urban environment to a sustainable future,belong here. The value of Athens is not only those players who dream tochange the city but also the people that in difficult times help others who haveproblems of living, but also through initiatives that help the development at a so-cial level, and the protection of the environment. Solidarity, the act of assistingyour fellows, to have and to offer the support for the completion of a project, iswhat has characterized the Athenians and in the preset time has transformed toa statute.DelightAthens is a city of pleasure. Plenty of café, bars, places to relax, corners withsmall taverns, green spaces, all this and so much more are dominating the townand the region, the beach. Also there are numerous cultural proposals for alltastes. Each corner has its special character, its own story to tell.A T H E N S C O - C R E A T I O NCreating our narrativeReferring to our people, the Athenians of the center and of the pe-riphery we provoke them to explore the possibilities of Athens. Explor-ing this possibilities, we believe that they will create a new perceptionabout their city and gradually they will be much more involved to theproject, not only through volunteering actions but participate with thecompletion of them, either working, either promoting the identity or pro-posing further actions.Referring to the global community, we invite them to explore thepossibilities of Athens, to observe the changes, to understand thatthe city is open to opportunities for creation, for investments, for de-light. Rome, Istanbul, Berlin and Barcelona are great places but Athensis something more.Anything could happen in this city.
Projects that push the image of the cityP A G E 1 5J U N E 2 0 1 3Culture has always been a part of the identity of Athens. The challenge now is to inte-grate convincingly into a modern city branding, avoiding the persistent reference to ourancient past or the association of culture exclusively with ‘’big’’ professional productionsWe do not underestimate the importance of the Parthenon, the Greek Festival or theNational Theatre.But we are mainly interested in a mostly bottom up version of culture . A version where citizen participation is crucial. A version where we may test our ideas - using the lean start up methodol-ogy at the lowest possible cost ,so if something will not evolve as imag-ined then we will be able to modify it in time. A version that raises the indicators of quality of life in the city and that theoptions it offers make Athens more attractive to visit (cultural tourism) or tolive. A version that creates business opportunities.Our starting point was that one can notice that despite the very difficult times weare experiencing, the Athenians still show remarkably increased interest in cultureand high creative activity. This is indicated by the hundreds of amateur art groups,numerous cultural venues (theatres , galleries, cinemas, music scenes) whichhave equally numerous fans, successful and inspiring educational workshops of-fered at Athenian museums ,etc.ACTIONS1 . To fill the empty space (empty shops and buildings) in the center of Athens (with em-phasis on the empty spaces at Panepistimiou street, see rethink Athens) in a partnershipwith local young artists, professional or amateur groups, for a variety of events, rehearsals,workshops, presentations etc. at lower-than-commercial rents As a result we create amore vibrant and upgraded city center2. To organize competitions between local artistic groups . The winners will have theopportunity to present their work in key cultural sites (eg Technopolis) with the sup-port of the municipality. The idea is to organize a quality Athenian "talent show" withresidents in a key role (whether as judges or as participants)3. To collect and provide data on cultural activities in Athens through the platform we pro-pose, making relevant information easily accessible4. To promote the idea of locating together many cultural clusters, in a particulararea of Athens , for example along the Panepistimiou street, which will make it even eas-ier to be visited by Athenians and tourists.The vision in these actions is clear: the culture which is a part of Athenian life and historycould become our trademark, to highlight and strengthen what already exists at the lowestpossible cost and to create entrepreneurial perspectives. As potential partners in theseactions we consider the municipality of Athens, voluntary organizations, entrepreneurs andof course the Athenians themselves. It is very important to benefit from the web develop-ment which will allow promoting and organizing the entire project at low cost.BRINGING CULTURE TO THE FOREGROUNDOurtrademark
P A G E 1 6THE BICYCLE CULTUREThe main target of contemporary cities and their competitive advantageat the same time is the degree to which they can evolve in order to be-come more attractive, more sustainable, safer, healthier. Athens has be-gun efforts to change its identity, formulating into a sustainable city andalso into an attractive in innovation and business—creativity place. In thismap of efforts the bike—use seems to be able to enhance these effortsboth in terms of improving the quality of life of residents, and attractingnew business activation and alternative forms of tourism.What needs to be done? Reform of town’s planning and city’s landscapeexploitation; enhance the tendency for change in the resident’s culture,regarding the use of the bicycle and its integration into daily life. It is alsoneeded to succeed cooperation of the private sector with municipal andstate agencies, will allow efficient exchange of knowledge and experi-ence in order to effectively create the necessary infrastructure.Athens, as the wider region of Attica, is in process of regeneration. Therehave already been approved and in progress, there are plans for the re-generation for municipalities of Attica, as is the program Re-LaunchingAthens and Rethink Athens. While in 2013 and through programs of"Green Fund", five municipalities of Attica have already adopted the mu-nicipal police patrols with electric bikes, and action "Automated SharedBicycle". Actions that seem to be encouraging and innovative.The city planner Jeff Risom stated in a recent interview in 2011: "I did abike ride in Athens and I think its fantastic; core of the skeleton of the cityis great for cycling: the buildings have human scale dimensions, theroads have the width you need, everyday life outside the home is full ofvitality, key destinations are close together and the climate is perfect.”These elements make Athens the place to develop the use of the bicycleas a primary means of transportation in the city. This use as part of exist-ing operations to the formation of Athens, is able to convert it into an en-ergy and environmentally sustainable and friendly city.Within the city limits, there are already formulated bicycle routes, whichcan meet the needs from a quiet stroll to even downhill rides. Theseroutes already utilized both individually and in terms of cycling clubs andjoining the center of Athens, the suburbs, as are the ex-royal estate atTatoi. The fact that the cycling clubs of Athens are increasing is the evi-dence of a change of the people’s culture regarding to bicycle use. That’sanother value that the city already owns.In recent years, Athens Bike Festival is held annually, with thisyears event to have included the part of cycling tourism. Visitors to theexhibition were able to come into contact with companies that offer solu-tions and options within the cycling tourism. The European Union, recog-nizing the business opportunities that may arise to any country throughthe cycling tourism, is already developing similar programs with theglobal trend.A T H E N S C O - C R E A T I O NUrban CyclingandSportsmanshipCycling
For example, there is the application program "Biking the Iron Cur-tain Trail", in which cyclists are crossing 20 countries of Southeast Europe,including Greece, Hungary, Austria, Hungary, Bulgaria and Serbia. TheGreece in general and the area in the suburbs of Athens could be a cyclingtourism destination, especially without costly actions to succeed it. Essen-tially, what is needed at a first level is to clarify the responsibilities of or-ganizations (particularly in the mountains, such as Mount Parnitha) andcommunication and collaboration of professionals mainly cyclists of Athenswith public bodies for the soundest and most effective organization of bicy-cle races (e.g. Downhill), attraction of the global populans and develop-ment of the relevant business activity.Urban Bicycling and Sportsmanship BicyclingThe proposal concerning the nomination of bicycle use includes 2main areas: the urban cycling and sportsmanship cycling.Urban cycling is implemented into the city limits. Athens has all thegeophysical characteristics that favor the development of bicycle use. Inrecent years, moreover, the bicycle culture of the residents has been de-veloped. What remains to be done is an urban reconstruction, where suit-able bike paths will join into agrid, in order to make cycling principal carrierof city residents and visitors initially. The program is part of the urban cy-cling which is already included in the plans for remodeling Athens, and hasalready been tested on a small scale appeal of the results to be very en-couraging.The actions for the development and utilization of cycling tourismare at primary stage. Parnitha, Hymettus and Egaleo Mount surround Ath-ens and are characterized by cyclists as ideal for downhill rides. Throughthe exploitation Athens will be able to gain share of the global bicycle tour-ism and will be able to integrate with the suburbs. Essential to this is thecollaboration of the Municipality of Athens with Municipalities jurisdiction ofsuch regions (Varimpompis and Aharnon Petroupoli, Kaisarianis etc.), withcycling clubs (Acharnai Ride, Odysseus, PDO), the Forestry (to avoid anyobstacles jurisdiction or wrong path planning) and private entities. Particu-lar attention should be given to the design racing routes, and the fact thathave not yet been clarified the properties of some parts of the mountain. Atthe same time, it is necessary to find funds for the route planning and orga-nizing matches mountainous cycling. The European Union could be a pri-mary source of income, and in recent years developed promotes cyclingpromotion programs, such as the Curtain Iron Trail.P A G E 1 7J U N E 2 0 1 3
P A G E 1 8Each piece ofthe cityspuzzle has itsown value,but togetherwe havesuper value.THE CITY LIKE A PUZZLEAthens is not only the center but also the region with its suburbs. Each ofthese has its own story to highlight, it is a smaller but significant cell ofcreation, praxis and delight.In collaboration with each municipality separately but with the assistanceof the authorities of the region, each suburb of Athens will have the oppor-tunity of branding.The formation of a space that ‘cities’ will emit the dynamics, with the par-ticipation of all stakeholders in the area or the shops and the malls, to pro-mote leisure time areas for adults and children or generally options.We recommend the online platform as the ideal way to promote that im-age. With the involvement of the organization of public transportation thesite will offer the how and the way to access them.The aim is not only the citys public to know the choices, but also the tour-ists who come to Athens. The formation of an area of shared display un-fold not only the specificity of each municipality but as well the comple-mentarily of town called Athens.Each piece of the puzzle has its own value, but together we have supervalue.A T H E N S C O - C R E A T I O N
P A G E 1 9Purposes of Application Linking the citizen with the municipality, increasing business in neighborhoods, promotion of individual municipalities, engaging citizens with public issues, the increase of tourism in municipalities in order to have the opportunityto explore all the unknown everyday-aspects of the city.The narrativeStarting from the Athenian democracys principles -in the 5th century- we willuse two elements of the past. The concept of city-state and the concept ofcitizen.As a city-state, we mean not only the center of Athens but also the suburbs .We connect the term "citizen" with the concept of participation, meaningpeople that involving themselves in the processes and decisions, and finallywith the citizen that feels the city as an extension of his identity.Process of Two Programs Show me your neighborhoodOne citizen from each municipality undertakes to promote the image of hisneighborhood for a week. Thus, we can see activities in the Municipality re-lating to all potential ages. Every month, a neighborhoodA game of competition between the municipalities of Athens. For one monththe emphasis is on activities in each municipality.Technical Requirements-Synergies among Municipal-tiesThe appearance of municipalities will be promoted through a Web platformand social media.An application that allows the user to follow the neighborhood action: A formof a calendarExtension ofIdentitiesCity↔Citizens
THE CITY LIKE A PUZZLEAthens is a mosaic of images, ideas and visions. It is a city that has its ownspecial history. This story will be emerged through a series of events (web -series).ObjectivesTo unfold the citys identity, the particular form, the true story.NarrativeThe city is the platform of action, the actors are the people of Athens thatdivulge the rhythm. The ‘sites’ of the city will be areas from our communica-tion pillars, the creation, the praxis, the delight.PhilosophyThe constant promotion of the city at the global audience and at the Athe-nian public.Promoting the image in order to increase tourism but also in order to form aperspective of Athens.Further actionFollowing the global trend of film tourism-namely promoting the countrythrough audiovisual media-, Athens will have the ability to boost tourismtailoring tourist routes and visits to city’s places that are being projectedthrough the web-series.Further Details Online Promotion and Display Subtitles in English (at the beginning, gradually in other languages) .Promoting the Greek language. Greek musical background. Particular emphasis on new Greek main-streams(in English lyrics) productions and other musical paradigms .A T H E N S C O - C R E A T I O NP A G E 2 0THE CITY AS A JOURNAL
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