Next on stage...

MANRESA

CIUTAT DE SIS PORTES

Implementation Lab

16 – 18 November 2009

Manresa needs to organize itself

Multi-layered crisis:

-loss of jobs in construction and manufacturing

-slow strategic re-orientation in SMEs

-low levels of trust, high fragmentation

-credit crunch-capital is scarce

• Current economic strategies are outdated

• Policies and actions are ad hoc

• PC as symbol for identity crisis and lack of direction

Successful economic development requires strategic co-operation and action plans

Strategic level: Leaders of City, CTM, Universities, Business

Facilitating levelWorking groups

1) University-industry co-operation2) City marketing, branding, identity

3) Promoting entrepreneurship4) Retraining redundant workers

5) Targeted SME support for innovationEtc.

Each group will have an elected leader, a secretary,and creates an action plan

Projects and actions

Alignment with and input for strategies of Catalonia

Parc Central

Process and Partnerships

GOOD: Strong support of stakeholders in general … BUT:

•Problem: doubt in concrete cooperation between different building owners

•Problem: All stakeholders/agents go alone

•Problem: No common benefit of all stakeholders together

Recommendation

Give Parc Central of Manresa a specialized profile in one (or more but only a

few) disciplines!

Involve UPC by giving them the strongest role in defining the extraordinary

profile of PC. Give them an extra benefit to be involved in the PC by

developing this extraordinary profile and to give the Manresa part of UPC a

stronger role in whole Catalonia.

Parc Central - Commercial Strategy, Facilities, innovation networking

Concrete suggestions / next steps

Organize an future workshop and develop a shared future vision of UPC and City

Council. Agree with UPC on a special profil of Parc Central and a unique

facility/laboratory for this profile, which is unique in Spain/Europe.

Combine public investments for CTM building with this unique facility/laboratory.

Give a special local funding for UPCs most interesting discipline to place it in

Manresa. Give local funded space inside Parc Central to UPC. Attract not only

UPC administration but especially unique specialists and professors.

Attract 2-3 wordbest leaders (personally) of the choosen profile to settle down in

Manresa. Offer them best conditions (money, landowning, network)

Promote entrepreneurship with funding for students of both universities. Create a

special outsourcing program for companies and experienced employeers in

Manresa and Spain to „come home“ and start the own business in Parc Central.

Identity of the Parc Central

Problem: Doubt to have enough critical mass (knowledge workers) for the parc

Problem: international relations quite poor

Problem: too close to Barcelona (talents go to BCN and rest of world)

What is competitive advantage compared to 20 other parcs?

Why to go with my company to Manresa PC?

Recommendation

Establish Manresa as “Best Side of Barcelona/Catalonia”. Economic crisis gives chance

to offer lowest fees in order to approach people, students, professors, employees from all

over spanish speaking world.

Establish Manresa Parc Central as entering gate to Europe for Spanish speaking

companies in world. Attract international, spanish speaking companies and students by

establishing the one European parc with the best price/value – proposition! (low prices for

living, but great environment, great labs and a lot of sun!)

Bring all stakeholders together in a new organization. Every stakeholder should

bring in own money for common strategic and marketing projects.

Establish a “Best side of Barcelona” marketing strategy, which promotes cheap

prices and good value nearby Barcelona to foreigners.

Make an international marketing campaign for spanish speaking companies and

students. Take chance to use international contacts of IASP, UPC, Microsoft and

other companies…)

Make Manresa inhabitants proud of its knowledge property and culture! Organize

science festivals, OpenDoors-Nights and cooperations with local newspapers to

report about Manresa Science.

Develop a brand of “technological parc” among all the science parks. This parc is not

only about research but production as well.

Concrete suggestions / next steps

Urban planning observations

Identity and connectivity issues are most important

• Geographic centre of Catalunya

• People do not trust in the values of the city and the area

• What does Manresa stand for (industrial, commercial, nature?)

• Manresa underestimates itself

• Montserrat is the background picture of a city with high potential

• Good products, but lack of good market

• River front, green areas etc.

• Plans for PC are exchangeable, could be anywhere

• People do not know much about the project

Observations

• Connectivity is not structured, the crucial problem, lacks on every scale

• Distances for pedestrians, bicyclists to far (especially to and fro the centre)

• Public transport is poor

• Surrounding streets are a barrier

• In PC not enough critical mass for different functions

• The greater Manresa area provides enough potential for better public transport

• A designed process is not visible

• Who is leading?

H

H&C

S

K

L&PT

Suggestions

The city of six gates

Suggestions

The city of six gates

• Landmark

• Promotion

• Branding

• Citizen‘s competition

• Architectural competition

Suggestions

Public transport

Suggestions

Public transport

• Renewal of existing tracks

• Re-organisation

• Creating a spine

• Tram/bus

Suggestions

E-bike

Suggestions

E-bike

• Scattered all over the city

• Docking stations

• Combine with spine

Suggestions

Riverfront

Suggestions

River Front

• Commercial area

• Leisure and pleasure area

• Gastronomy

• Combined with inner city CA

• Attractive escalator/elevator

Suggestions

Els Dolors

Suggestions

Els Dolors

• Mixed use area

• Residential and business

• Extention of the existing city

fabric

• „City goes towards PC“

Suggestions

Porosity

Suggestions

Porosity

• Road is a barrier

• Build over/build under

• Fresh air supply

• People support

• Animal support

Suggestions

Landscape development

Suggestions

Landscape development

• Sharpen the exsiting green

belt plan

• Platform with neighboring

communities - benefits versus

egoism

• Dealing with potentials for a

common effort

• Find a „Champion“

• Enterprise for a „greater“

Manresa

Suggestions

PC - Restructuring

Suggestions

PC - Restructuring

• Make it unique

• Brilliant architecture/Land

mark

• Food market for local

products

• Multifunctionality

• Open to the channel

• Central square and not „cul

de sac spine“

Suggestions

Summary

H

H&C

S

K

L&PT

THANK YOU!

MOLTES GRACIES!