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
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THANK YOU
DANK JE
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