Mesa Redonda:Experiencias sobre revitalización de Áreas

Comerciales Urbanas

Dinamización Urbana-Comercial de Rialto Venecia

Dña. Roberta CapuisResponsable de Asuntos Generales y Actividad Productiva

Ayuntamiento de Venecia (Italia)

An experiment of urban regenerationUn experimento de regeneración urbana

Economic development and productive activities Directorate - Venice City CouncilDirectora del Dpto. económico y actividades productivas – Ayuntamiento de Venecia

Roberta Capuis

• Rialto: a thousand-year market- Rialto: un mercado de mil años

• Rialto today: threats and opportunities - Rialto hoy: amenazas y oportunidades

• The project: actions undertaken- El proyecto: acciones emprendidas

• The evaluations and the way forward - Las evaluciones y el camino a seguir

Vittore Carpaccio, Il miracolo della Croce, 1494 Rialto bridge, Arch. Antonio da Ponte, 1591

A bridge for commerce

Un puente para el comercio

• 6th century a.c. refugees from the mainland founded Civitas Rivoalti• 810 the Doge fled from Metamauco to Rivo Alto• 10th century the big market of Rivoaltus moved to the island - pontoon bridge• 1250 - new wooden bridge with small shops• 1588 – 1591 stone bridge, still existing nowadays• 1854 building of the Accademia bridge

Canaletto, la chiesa di S. Giacomo a Rialto, 18th Century

The commercial core of the cityLa base comercial de la ciudad

• oldest church founded on 25th March 421 a.c• the ancient 14th-century market• import, export and sale of precious goods• international trade, offices, banks, workshops

Campo San Giacometo today

The market and the lagoon

El mercado y la laguna

The market area

El área del mercado

Erbaria

Pescaria

Naranzaria

Casaria

Campo delle Beccarie

C.po S. Giacomo

New pontoon

C.po Bella Vienna

The market today

El mercado hoy día

Fish market Fruit and vegetable market

An epic or a folkloristic place?

¿Un lugar épico o folcrórico?

The hunchback of Rialto The touristic market

20 million of tourist per year

A place for residents

Un lugar para los residentes

Less than 60.000 residents left

Menos de 60.000 residentes se fueron

Typical economical activities

in Venice

Actividades económicas típicas en Venecia

Commerce and handicraft

Comercio y artesanía

Commerce = 130Sector: 22 food - 101 non food - 7 mixed

Handicraft = 28

Source Chamber of commerce November 2009, data processing COSES

How the city tries to react to the commercial desertification

Como la ciudad intenta reaccionar ante la desertificación comercial

The Ministry for the economic development finances a program to support the entrepreneur activity in deprived areas of the territory.

The historical centre of Venice and some areas of the mainland are considered at risk of commercial desertification (D.M. 267/2004).

The economical support given from 1999 up to now is:

• Support to commercial and handicraft 3 Millions €

• Activities of economical animation 236.000 €

New rules in the urban plan to forbid new commercial activities in non traditional sectors

The project:a programme of eventsUn programa de eventos

Planning

Historical re enactment

Activities for children Jazz concerts

branding

offline and online communication, blog, guide, thematic channels and social networks

geotagging

The project:

the website

communications

Evaluations

Evaluaciones

Market places as livable spaces where to promote and reinvent the quality of goods

Animations

When?

Where?

For whom?

Past and future

Remind and innovate

The way forward

El camino a seguir

Thank you for your attentionroberta.capuis@comune.venezia.it

www.rialtovenezia.com

Out doors Open doors