´RURAL AREAS: DEVELOPMENT OF A NEW BRAND´

WHO WE ARE……

Stephan de Bonth & Bert Huls

WHO WE ARE……

Bert Huls

PROFFESIONAL EXPERIENCE

• Landscape architect

• Designer

• Urban planning

• Ecological plans

• Different projects, landscpae development between city and nature

• City styling

• Projects for local and regional governments focused on the shared use off the landscape

• Projects for national and international rural development organization

WHO WE ARE……

Stephan de Bonth

PROFESSIONAL EXPERIENCE

• Renovator

• Constructor

• Developer

• Restotrator

• Director

´BRIDGE FOR KULDIGA –BRIDGE TO THE WORLD´

BUT THE REAL QUESTION IS?!

• Why should we develop Kuldiga together?

• We already have so many world city's?

• And why should I go to Latvia?

• And if I go, where do I get?

• Personally i don't know nothing about it?

• Finally everybody goes to the south of Europe?

• Or to the islands?

• Or to the United-States or South America?

THE ANSWER

The answer is not:

• Because Kuldiga is so beautiful?

• Or that the surroundings of Latvia are so beautiful?

• No, but there is one answer?

• The real answer is?

AUTHORITY & IDENTITY

• Kuldiga needs authority?

• Kuldiga can improve his identity?

HOW TO GET AUTHORITY & IDENTITY

• As a cultural city?

• As a dynamic and allegro city?

• As a architectonic city or a green city?

• Kuldiga as node in nature and landscape?

WHO SHOW´S ME THE WAY?

TOURISM

TOURISM

• The concept tourism is aged

• Tourism is traditional

• But, is tourism also economy?

• Is touristic thinking not only a way of status?

TOURISM IS INTROVERT

TOURISM IS INTROVERT

• We think from ourselves

• We talk afroom ourselves

• We do it for ourselves

• We think in traditional niches

- Young & old

- Childless & with children

- Low budget & rich

BRIDGE FOR KULDIGA – BRIGE TO THE WOLRD

´WITH WHAT GOAL?´

´WHO ARE THEY?´

´AND, WHAT DO THEY WANT?´

´WHEN WILL THE BE HERE?´´WHEN WILL THE BE HERE?´´WHEN WILL THEY BE HERE?´

´WHEN WILL THEY BE HERE?´

• In the summer or winter?

• Spring or fall?

´HOW LONG WILL THEY STAY?´´HOW LONG WILL THEY STAY?´

´HOW LONG WILL THEY STAY?´

• An hour?

• A day?

• A week?

FOR WHOM ARE WE DEVELOPPING KULDIGA?

WHEN WE WILL DEVELOP KULDIGA IT WILL BE EXTRAVERT AND NOT INTROVERT

FOR WHOM ARE DEVELOPPING KULDIGA?

WHEN WE WILL DEVELOP KULDIGA IT WILL BE EXTRAVERT AND NOT INTROVERT

• What we really want in Europe is thinking the Eurepean way

• Thinking without any limits

THE TRADITIONAL TOURIST NO LONGER EXCISTS

´LONG LIFE THE NEW COSMOPOLITAN´

THE TRADITIONAL TOURIST NO LONGER EXCISTS

´LONG LIFE THE NEW COSMOPOLITAN´

THE TRADITIONAL TOURIST NO LONGER EXCISTS

´LONG LIFE THE NEW COSMOPOLITAN´

THE TRADITIONAL TOURIST NO LONGER EXCISTS

´LONG LIVE THE NEW COSMOPOLITAN´

THE TRADITIONAL TOURIST NO LONGER EXCISTS

´LONG LIVE THE NEW COSMOPOLITAN´

• Civilians of a new world

• Borders of all kind can be crossed easily

• A cosmopolite mentality

• People form different cultures can work together and stay together

• Economical and cultural exchanges will be self-evident

• Everybody is traveling around the world, young and old

• Traveling will establish a less static view of you own life and also increase your interest in other cultures

• Without losing your ´own´ culture

• Travelers with new appreciations

AND THAT IS WHAT WE WANT !

KULDIGA AS AN ANCHORPOINT IN THE COSMOPOLITICAL THINKING

´THAT IS THE AUTHORITY WE WANT TO EMIT´

´THAT IS THE AUTHORITY WE WANT TO HAVE´

THIS WAY OF THINKING OFFERS NEW OPPURTUNITIES

THIS WAY OF THINKING OFFERS NEW OPPURTUNITIES

• New economical connections

• International business

• Frequent flyer

• Various interests

• Shared cultural interests

• Available in all seasons

• Financially

BY THINKING COSMOPOLITE, INTERCULTURAL CONNECTIONS AND IDENTITIES WILL BE SELF-

EVIDENT

THINKING COSMOPOLITE IS THE ONLY BASE FOR A NEW PLATFORM WHERE CREATIVITY,

MARKETING AND COMMUNICATION WILL MERGE

HISTORY, RESTORATION, DESIGN, NATURE&LANDSCAPE, ECOLOGY AS A BASE FOR CULTURAL AND ECONOMICAL DEVELOPMENTS

P u r e A m a z e m e n t.

´A BRIDGE TO THE WORLD´

EXTENSIVE DEVELOPEMENTS ARE MOST OF THE TIME

THOUGHT OUT INTROVERT

EXTENSIVE DEVELOPEMENTS ARE MOST OF THE TIME

THOUGHT OUT INTROVERT

• Out of formula´s

• Out of repetition of success

• Out of financial subjects

• Out of mass

FROM INTROVERT TO EXTROVERT

FROM INTROVERT TO EXTROVERT

• We must think extrovert

• Not thinking from own point of view, but form some else's view

• Address someone else, not ourselves

• Not out of 1 point of view, but various points of view

• That's thinking EXTROVERT

´RURAL AREAS ARE HOT´

THE INTEREST FOR NEW COUNTRY´S & AREA´S WILL ONLY INCREASE

• A growing interest for local lifestyle; food, drinks, pleasure• A growing interest for local design and fashion• A growing interest for local purety & identity

In addition we turn back on the traditional mass tourism hotspots

We are looking for new challenges

On a small scale, delicate and quality are the new cosmopolic keywords

THE NEW FELLOW USERS:Will come from different country's

A different way of spending the holiday

• Traditional summer holidays• Nice weather holidays

• Short stay• To bridge 2 seasons

• Staying all winter• Permanent or semi-permanent

• For recovery• Senior life

SHARED USE

We must realise that the people from other country´s have an other way of experience than the local people and that means also an other way of recreation and enjoying, that

means solutions for functional use

But on the other hand:

the locals are:- proud of their landscape

- proud of their culture and nature- proud of their way of living

No matter the economical development you choose, you can only succeed if you combine the expecting from the visitor with the ideals and the benefits of the

local people

AN OTHER WAY OF STAY ASKS FOR DIFFERENT SOLUTIONS AND SUPPORT

RURAL REGIONS HAS THESE POSSIBILITIES:

FOR EXAMPLE LATVIA

the key-word is PURE

• pure in the city• pure in nature• pure in the landscape• pure architecture• pure as in people• pure as a life-style

‘You can only communicate if you have content’

STRATEGY

the interest in city trips is still growingthe need for agricultural recreation is growing – it even becomes a trendagricultural recreation is based on the shared use of the (agricultural) landscapeagricultural recreation results in sustainable economical development

of the countrysideagricultural recreation is the way to reconcile cultural history, ecology and

development of nature and landscapeif you make the existing qualities stronger you create authority & identityauthority & identity is the only way to be credible in your communication

VISION

‘PURE AMAZEMENT’

• the degree of variability in relation to the surface of an area, defines the recreative quality level of this area

• Latvia has the potential for such a high level recreative quality• the best way to bring this recreative quality to light, is to show the

extremes

FOR EXAMPLETarget areas and their specific concepts

• The city

• The woods

• The seaside

DEVELOPMENT OF THE HISTORIC CENTER

• attention for the public space• care for the historic elements• respect for ancient constructions

• objective: - develop the spearheads- develop individual 2nd houses- develop recreational facilities

• means: - re-establish & restauration

DEVELOPMENT OF THE HISTORIC CENTER

• attention for existing buildings• care for the public space• attention for green areas• pay attention to current use

• objective: - development of houses in clusters- separate houses with shared facilities

- development, based on history, with modern flavor

• means: - re-vitalization and newly build

DEVELOPMENT OF THE LANDSCAPE

• attention for nature and landscape• care for ecology• attention for infrastructure

• objective: - development of less extensive recreation- wellness / spa / sauna / thermal bath- development, based on history, with

modern flavor

• means: - landscaping, development of nature, new construction

RURAL AREA´S IN ITALY

MOLISE

PURE

NEXT STEP

• We´ve made all these Italian developments on a small scale

• In cooperation with the local population

• Authority, identity and quality stand high in our standard

• We´ve got the trust

• The government has asked us to develop a masterplan

• The blue print were Bert was talking about is the the most important apect

• You can only communicate if you have content

• We have made the agreement to develop different area´s in the next 3 to 5 years

• this will be done in co-orporation with the local government

• We can conclude that this is working well, by all participators

• Rural area´s as a new brand

• As a natural counterpart for mass tourism

• Marketing and communication are very important

• From a masterplan that will be used throughout entire Europe

´RURAL AREA´S – A NEW BRAND´