a territorial approach: experiences of l’altra romagna in planning of leader+ gian luca bagnara...
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A territorial approach: experiences of L’Altra Romagna in planning of Leader+
Gian Luca Bagnara L’Altra Romagna sc.rl (Italy)
www.altraromagna.net
G.L.Bagnara - L'Altra Romagna
The territory
G.L.Bagnara - L'Altra Romagna
The territory
G.L.Bagnara - L'Altra Romagna
The company: “L’Altra Romagna Ltd” set up in 1992 (Regional Regulation 5-09-1988)
to carried on Int.Mediterranean Plans Since 1994, the company carries out the
Leader II program now the Leader+ and local agency of
development Ownership:
private organizations: 60% Local Public Administrations: 40%
Lean company: director + resp. of administration + 3 project
managers
G.L.Bagnara - L'Altra Romagna
Program Leader+: objectives
value of local products Value of natural and cultural
resources
Our Mission: growth from a culture of sharing out resources to a culture of investments to produce services on the territory
G.L.Bagnara - L'Altra Romagna
Program Leader+:actions Development of heritage, natural and rural areas
Promotion; environmental tutelage; sustainable use of local resources; qualification of heritage; local cooperation; communication.
Innovation and enhancement of local production systems: Integration of local actions; trading of local products;
enhancement of local supply; local cooperation; communication.
Enhancement of the local organization capabilities: Territorial marketing; social services; communication
Cooperation: inter-regional; trans national
G.L.Bagnara - L'Altra Romagna
Rural activity not competitive or specialized
Theoretical framework……
Services: competitiveness of economic district
Efficiency: competitiveness of cost
(vocation of land)
Environment & culture:
competitiveness of diversification
G.L.Bagnara - L'Altra Romagna
Theoretical framework…… COMM(2002)262- The Key to Competitiveness of
European Economies and Enterprises:“The objective of making the EU a globally competitive knowledge–based economy implies that measures to support economic growth should not lead to centralization, increased concentration or increasing state aids. Productivity growth is determined by improvements in the quality of inter–firm interaction, by the accumulation of knowledge and by market–based choice of best solutions. Competitive firms are the carriers of change, providing the link between abstract ideas and innovation–driven, growth–generating market evolution. Within this process, technical progress and organizational change are inseparably entwined.”
G.L.Bagnara - L'Altra Romagna
.….Theoretical framework….. local growth models are identified by their
production and transaction costs The growth of a region depends on spatial planning
which supports the connection between rural and urban space. Local production is established thanks to ability which is acquired over the years to build up specific resources (human, technological, etc.) and to manage production processes, rather than to geographic advantages.
The value of a location is due to the value of its exchanges linked to its environmental characteristics, namely to its not transferable properties.
G.L.Bagnara - L'Altra Romagna
The strategy of rural tourism From a tourism of destination to a tourism of
motivation Why a tourist should come here? Territory: not just goods! Territory = goods + peoples
Tourism as experience of life Value = relationships => communication
Tour operator: Entrepreneur = management of marketing Local Public administration = management and guarantee of
information Value of local typical products:
Not just sell product but culture that generated it
G.L.Bagnara - L'Altra Romagna
The strategy of rural tourism
From values of product to value of a territory: From quality of product to quality of life
First wellness of local people to offer quality of life
Each resident is a tour operator: co-responsibility
Need of a governance of the system
G.L.Bagnara - L'Altra Romagna
Steps to plan a local system Identity
Heritage, traditions, innovation,imitation and competition, entrepreneurial resources
Connections Networks, marketing services
Competencies Human resources, skills, enterprise leaders, diffuse
competencies Barriers to growth
Infrastructures, finance, connections to markets, capabilities
G.L.Bagnara - L'Altra Romagna
Procedure of project management
Addresses of needs Development of project ideas
Share of idea and fund raising
Project approval Project management and application
Project assessment and administration
Steering committee of
public partners
Steering committee of
private partners
opinion leaders
by L’Altra Romagna
accordino to EU
Regulations:
L’Altra Romagna:
a) project
sent to all partner and territory
b) meeting to collect observations and fund raising
c) collect of partnership to the project
L’Altra Romagna:
board of direction
L’Altra Romagna:
project
manager project
committee
L’Altra Romagna: staff
Leader Authority (Region))
G.L.Bagnara - L'Altra Romagna
Projects: Quaity of territory
Traceability of territory Ethic certification of territory
Marketing and trade promotion Taste Romagna (national award SFIDE 2004) Sounds of wine (national award SFIDE 2004) Marketing information system: www.altraromagna.it Routes of olive oil Routes of romagnola meat Accessible tourism
Entrepreneurial culture International Workshops and expositions to support trade of
local products (Paris + Moscow + Singapore + ……) Out: our producer abroad In: foreign buyers and journalists to Romagna Territory