strategy for better management of the markets in bratislava and … · 2015. 1. 28. ·...

This project is implemented through the CENTRAL EUROPE Programme co-financed by the ERDF | www.centralmarkets.eu

Strategy for better management of the markets in Bratislava and marketing and

promotional strategy and analysis for the markets in Bratislava

(Expert support for developing a Market Strategy for Bratislava for 2014-2017 and the

analysis of promotional and marketing potentials to attract tourists and inhabitants and

Expert support for Market and promotional analysis - how to attract and involve tourist

in markets)

The strategy explores the different functions and opportunities offered by a new

strategy for the Bratislava city.

The strategy study addresses the following themes:

- Cooperation with other city districts (they are responsible for the markets

operation too) and stakeholders

- Better management system in the City of Bratislava focused on the markets

- Using of knowhow from foreign countries (Czech Republic etc.)

- Introduction of new places for possible markets (occasional, daily etc.)

- Creating of the “Degustation Committee (useful tool for marketing and

propagation and also for controlling the quality of the food)

- Rules for organising of the markets (the quality is important, clear rules,

responsibilities in the management process)

- Networking of the stakeholders

- Using potential of the Market Lab Committee

- Propagation of well known markets (Christmas Markets)

- Using potential and concepts for new markets and old markets (Medieval

markets, Old Market Hall, Christmas Markets)

- Marketing potential of the Markets

- Possibilities of using Markets as a “marketing tool”

- Possibilities of marketing communication of the markets towards the

citizens and tourists


- Recommendation of good practices from abroad

- Recommendations for communication and actions to improve

communication and promotion

- Mapping of important stakeholders

- Concept for events for propagation of the markets

Important part of the strategy was Strategy for the Christmas markets and Medieval

CityWalls

Strategy for the Christmas market

Every year since 1993, a big Christmas market take place in the very city center of

Bratislava. Inspired by the other big European cities, the tradition is being held also in

Bratislava.

The venue of the Christmas markets in the Old Town (Stare mesto) is Hlavne and

Hviezdoslavovo namestie (The Main and Hviezdoslav’s Square). Bratislava Christmas

Markets has gained the reputation of being one of the best open-air events of the year.

It quickly and naturally became the place for all generations of Bratislava citizens and

visitors to meet. The stalls have various trinkets and gifts on sale, complementing the

special pre-Christmas atmosphere. Wood, glass, leather, wicker, dried corn leaves, or

beeswax, are just some of the natural materials used to make practical and decorative

wares.

Christmas markets are a popular social and

cultural place not only for locals bud also for

the tourists. Bratislava Christmas markets

have potential to attract more local citizens

as well as the tourist. Christmas markets

have long tradition, but it need to set up

new rules, concept, management and

effective using of the space. Based on

interviews with stakeholders and citizens needs it is necessary to focus attention on the

quality of the offered products and consider diversification of them.


Findings:

- Change of space for

consummation

- Change of stalls location

- Expansion to other parts

of the city Centre

- Increasing of offered

goods

- Improving the quality of

the goods offered

- Change conditions for

vendors with an emphasis

on quality and

assortment

- Review of rental rates for

the stalls

New draft was prepared for the

purpose of new and more

efficient placement of stalls.

The new arrangement allows

more efficient use of space and

use of potential offered by Old

City Center. The idea is to offer more activities and extend cultural events. Space will

also become more feasible for its visitors. Also space for kids will be created.


Medieval City Walls

On Friday, 27 June 2014, the part of the city walls were

ceremonially opened and the passage from Kapitulska

Street to Zidovska Street and Bratislava Castle was

restored. The shortest path to the Castle from the

historic center had been closed for 13 years. The walls

will be open daily from 10:00 am to 8:00 pm until 15

October 2014. At weekends there will be regular

demonstrations of Hungarian Renaissance martial arts and

dance, a stall with animators in medieval costumes,

blacksmith’s shop and the sale of antique weapons, the

Small Carpathian wine tasting, bakery with a special type

of traditional food ("podpecnik"), and other attractions.

Reopening of the city walls involved more stakeholders. Also volunteers and homeless

people were involved in cleaning the are of city walls.

Medieval Christmas Market was

organized in December.

The Medieval Christmas Marks on the

City Walls, nearby St. Martin´s Dome, is

the novelty you should not miss. Took

place 13th to 15th December 2014.

The Medieval Christmas Markets on the City Walls hope to become an authentic form of

amusement, including period live music, old-times games, demonstrations of art crafts,

and much more. The old tradition of “dropping” pennies for goodness, off the Ancient

Tavern, will be revived. Herbs of Dr. Kresánek, historical gift items, but also Christmas

indulgences or palm reading, that all will be guarded by medieval armour-bearers.


Stylish snacks :

Medieval tavern – goulash , sauerkraut ,

classic grill , homemade cakes, coffee,

mulled wine and punch. Voluntary

admission went to the revitalization of

Bratislava walls!

City walls before opening


In the process of rebuilding and cleaning of

the city walls volunteers from ERAMUS

programme and also homeless people were

involved. Such cooperation was found very

effective.


Medieval Christmas Markets

Reopening of City walls was good example of cooperation between stakeholders and the

city of Bratislava. City of Bratislava also supported process of reconstruction through the

city budget (around 20 000.-EUR, another 30 000 EURO was given by Bratislava Tourist

board (BTB - The Bratislava Tourist Board was established in 2011 with the mission to

develop and promote all types of tourism, and to manage, initiate and coordinate the

development of tourism in Bratislava. The Bratislava Tourist Board has more than 65

members and major partner is City of Bratislava)


STAKEHOLDERS INVOLVED

Bratislavský okrášľovací spolok BTB – Bratislava tourist Board

City of Bratislava

strategy for better management of the markets in bratislava and … · 2015. 1. 28. ·...

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