PORTICO

Conference

Realising the Benefits of Investing in Heritage

Brian Smith - Secretary General

European Association of Historic Towns and Regions

Introduction

Heritage Europe - Background

Importance of Historic Towns to Europe

Current Challenges & Threats

Lack of Evidence, Information & Guidance on

Benefit Realisation

Realising the Benefits – How to do it

INHERIT Project

‘Investing in Heritage –A Guide to Successful Urban Regeneration’

6 cities Newcastle, Belfast, Verona Gothenburg, Gdansk, Ubeda

19 case studies

Lessons & Success Factors

Aimed at Local Authorities & Key Stakeholders

Value of Heritage

Defining Heritage

Re-interpreted over time – broad Buildings, archeology, landscapes, collections Intangible – identity, tradition Language, literature & music

Instrumental benefitsEconomic, area, community & individual

Intrinsic values Knowledge, bequest, distinctivenessIdentity, belonging

Importance of the ‘narrative’ of the city

Newcastle Upon Tyne

Newcastle –Grainger Town

35 hectares –comprehensive regenerationEnvironmental improvementsBusiness DevelopmentHousingArts, culture and tourism

Grainger town public/ private partnership

Characteristics- Success FactorsLA leadershipHeritage ‘audit’Clear overall visionTargets set and exceeded

Grainger Town-Benefits

Indicators Target Actual

Jobs created 1,900 2,300

Training weeks 5,400 5,100

New businesses 200 330

New floor-space 74K sq.m. 81K sq.m.

New dwellings 520 570

Buildings re-used 70 120

Public investment €59.5m €67m

Private investment €199m €288m

Grainger Town Lessons Learnt

A detailed heritage audit at the start of the process Flexible strategy

The right organisational structure- a company ‘limited by guarantee’ at arms length

An ethos of quality and excellence in design

Raise aspirations by looking at other successful examples of best practice.

Monitor and evaluate delivery of strategic aims

Ubeda

Recovery of Public Spaces

23 squares, streets & public areas

Comprehensive plan

Public involvement Modernisation of

infrastructure

Quality design & materials

Political & technical

department Catalyst for regeneration

Escuela Taller

Founded 1986 - traditional craft skillsTargeted at young

‘disadvantaged’

Over 1000 trainedCo-operative companies formed

70% ESF funded80% integrated into local economy

Ubeda Lessons Learnt

UNESCO catalyst for political consensus & strong

leadership

Comprehensive approach to investment in public realm delivers wider benefitsRestoration of 68 houses leading to city centre population

increase of 3%Creation of 32 new businessesEnhanced social interaction and perceived quality of lifeIncreased awareness of City council activities

Involving citizens from beginning allows problems to be identified early community ownership of project

Training in craft skills important for creating capacity and interest in heritage by young people

Rome & the Romans

How to be successful

1. Focus on Identity and Diversity…..Prepare ‘audit’ to understand and define character –

include ‘common heritage’, archeology, landscape

Understand the social value of ‘identity’ to local people

and its appeal to visitors

Encourage ‘diversity’ – to spread activities and ensure

sustainable uses for old buildings

Develop cultural approaches for people and buildings -

include recent events

Value ‘quality’ of design and materials and welcome

good contemporary design

2. Invest in Regeneration

Use public sector investment as catalyst - especially

‘public realm’

Balance accessibility with space for pedestrians,

cyclists and the reduction of pollution

Improve surfaces, enhance lighting, signage and

interpretation and modernise infrastructure

Link public realm improvements to opportunities for

cultural events

3. Provide Leadership - Work in Partnership….

Recognise roles of the public, private and community

sectors; policy makers, investors, operators

Work with the private sector - consider new

approaches to funding and delivering public benefit

Involve the community and key stakeholders in

decision making

Understand the value of community engagement -

building people’s sense of ‘pride of place’

Encourage community and stakeholder ‘champions’ to

promote the benefits of investing in heritage

4. Think and Act Strategically…..

Value investing in heritage as key to urban regeneration and sustainability

Understand ‘identity of place’ and integrate heritage into corporate strategy

Recognise the importance of leadership, aspiration and a holistic approach with appropriate organisational structures

Ensure specialist skills and capacity are available and facilitate training

Monitor results and quantify environmental, social and economic benefits

Link benefits with the ‘Lisbon’ and ‘Göteborg’ agendas – job creation and sustainability

Conclusions

INHERIT conclusions relevant to cultural heritage

above and below ground

Urban Heritage is an asset that should be valued as a

major contribution to European competitiveness &

sustainability

Local and regional Authorities need to adopt a more

strategic & integrated approach with emphasis on

measuring social and economic benefit

Focus on identity and authenticity with the ‘narrative’

of the city understood and owned by key

stakeholders

EU policy priorities should more explicitly recognise

heritage as a catalyst for urban and regional

regeneration

Important cross roads – opportunity to influence EU

policy post 2007-13 e.g. Bruges 9th December 2010

Need to strengthen the voice of the historic city so

that all aspects are integrated in presenting a

coherent case for cultural heritage as an untapped

resource for the future.

Working with other Heritage organisations to help

shape future - including projects like PORTICO