Titel presentatie [Naam, organisatienaam]

Working Day - Track: Cities & Competitiveness Cities as driving force for competitiveness and clustering

Gloria Ferrer

Barcelona Cluster Nautic

Your partner in economic development

Barcelona Cluster Nautic an example of how the city can play a key role to improve the local economy and job

creation for young people Nov. 10th, TCI 2016 Eindhoven

Gloria Ferrer

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LOCAL KNOWLEDGE+COMMUNITY PROXIMITY+STRATEGIC ANALYSIS=KEY TO IMPROVE COMPETITIVENESS

FOCUS ON THE BEST STRATEGIC OPTION FOR THE CITY, WITH A LONG-TERM PERSPECTIVE

SMART PUBLIC-PRIVATE DIALOGUE IN THE CITY CAN HELP DEVELOP THE LOCAL ECONOMY QUICKLY

Take home

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Cluster Location

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Cluster Location

Port  Vell   Port  Olímpic   Port  Fòrum  851  moorings   740  moorings   201  moorings  

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The nautical sector in Barcelona

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The nautical sector in Barcelona

250 SMEs 2100 direct jobs

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Two very different clients

-The sea is his passion

- His father showed him how to sail

- No one knows his boat as much as he does

- To spend time repairing and maintaining his boat is part of his sea experience

- It is their first experience sailing - They don’t care if they don’t own the boat, it’s not their main motivation - They leave the technical issues for the professionals - They only want to enjoy their free time at the sea, without worries

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How do you compete in this business?

Attractiveness

§  Small boats (<24m) §  Mooring close to his 1st or 2nd home §  High rivalry and no specialization §  Main purchasing criteria is PRICE... Specially

in times of crisis

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How do you compete in this business?

Attractiveness §  Large boats (>24m) §  They travel around the world... §  … to the harbours where there is enough space

for them §  Few companies, but very specialized §  Main purchasing criteria is SOLVE MY

PROBLEMS

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How do you compete in this business?

Attractiveness

VERY attractive business

DIFFICULT business

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But how was the city going to receive this message?

•  Strong opposition from: –  Members of the cluster organization (companies and entities) working

with the traditional segment (approx. 80% of the total) –  City government who wanted to promote “all the nautical

businesses” –  City dwellers who consider the sea belongs to them, and didn’t want

to see high walls in front of the sea to ensure privacy for the luxury boats

How can we convince them?

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Economic Impact

Taxes

Provisioning

Mooring and harbours

R&R

Crew expenses and guests Fuel

Crew Salaries

Radiocommunication devices

Insurance Crew training

Anual expenses of a 55m yacht

Total 2.979.037€

Font: United States Superyacht Association

34,36%

3,44%

0,49%

9,82%

6,13%

24,54%

8,59%

2,70%

8,89%

4,05%

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Economic Impact

Taxes

Provisioning

Mooring and harbours

R&R

Crew expenses and guests Fuel

Crew Salaries

Radiocommunication devices

Insurance Crew training

Anual expenses of a 55m yacht

Total 2.979.037€

Font: United States Superyacht Association

34,36%

3,44%

0,49%

9,82%

6,13%

24,54%

8,59%

2,70%

8,89%

4,05%

More incomes for the city Job creation for Barcelona’s youth

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Barcelona: vision for the future

Barcelona as a reference port in the Mediterranean for super yachts, with professionals trained in super yacht excellence and highly specialized

companies that can add value and compete in other super yacht destinations worldwide

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What was the plan?

FOCUS ON SUPER YACHT BUSINESS Promotion:

super yacht model

Training/Skills Legal Environment

New opportunities

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LOCAL KNOWLEDGE+COMMUNITY PROXIMITY+STRATEGIC ANALYSIS=KEY TO IMPROVE COMPETITIVENESS

FOCUS ON THE BEST STRATEGIC OPTION FOR THE CITY, WITH A LONG-TERM PERSPECTIVE

SMART PUBLIC-PRIVATE DIALOGUE IN THE CITY CAN HELP DEVELOP THE LOCAL ECONOMY QUICKLY

Take home

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www.competitiveness.com

US: +1 305 767 0817 Spain: +34 620 89 90 89

gloria.ferrer@competitiveness.com

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THANK YOU

DANK JE