Associate Professor of Urban Planning Department of Architecture - PowerPoint PPT Presentation

Universities and cities a key factor for a sustainable development of medium-size smart cities Gastone AVE • Associate Professor of Urban Planning • Department of Architecture • University of Ferrara, Italy • Email: gastone.ave@unife.it 1

Summary • Cultural and historical heritage projects are just one area where universities as institutions have demonstrated that it is possible to blend economic viable communities with sustainable city development • University institutions have spurred development in most Italian cities, including the South. • However, since 1980s splitting existing 67 public universities, plus 29 non public universities, in about 360 locations in almost 300 municipalities has resulted in very weak positive effects, if not negative results for research and teaching quality and in terms of system efficiency. 2

Summary • In sum universities are not a reliable answer for smart growth of medium-sized cities, unless the following three conditions apply: – 1. universities reach in a single location a sizeable dimension and act as a united institution; – 2. universities operate through networks and act as a world gate to access international know-how and culture; – 3. universities and municipalities cooperate day by day to implement the same strategic development plan for the benefit of the entire local community through an open government method. 3

From industrial economies to service based post industrial economies • Most cities in West Europe have experienced a transition in the last 30 years from industrial based local economies to post industrial and service oriented local economies. • Research and development activities have attained an unprecedented key role, along with services and various forms of tourism, from leisure to business or religious events. • Within knowledge based economies universities have emerged as key players not only of social progress but also of economic growth 4

Industrial economy: production factors required to increase output Manpower Management Equity and Financial Capital Technologies and know-how Energy, components and raw materials Machinery and leases Land and leasable space 5

Service-based post Industrial economy: production factors required to increase output Manpower Management Equity and Financial Capital Technologies and know-how Energy, components and raw materials Machinery and leases Land and leasable space 6

Some examples of urban marketing vehicles The Best Place on Earth to do business Of all places on earth, of all its oceans and land masses, its continents and countries …can there be one best place to do business? There not only can be , there is ! VHS Cassette New York , 1996 7

Some examples of urban marketing vehicles Ukraine 2005 : First Ukrainian Development , Business card CD Warsaw, Poland, 2005: Investment Offer 8

Some examples of urban marketing vehicles Turin and Piedmont North West Italy Investment Opportunities for Hotel and Tourism Industry Turin 2000 Brochure and CD 9

Recurrent points of urban marketing messages 1. Good economic «climate» - Public private partnership - Efficient local government - Enterprises already in place and new business projects 2. Good infrastructures - Location and accessibility - Passengers and freight transport networks - Data infrastractures and ICT 3. Good quality of life - Natural environment, history, culture, food, entertainement 10

Recurrent points of urban marketing messages In a knowledge 1. Good economic «climate» based economy, - Public private partnership - Efficient local government local universities - Enterprises already in have become a place and new business competitive projects advantage in all 2. Good infrastructures three areas of - Location and accessibility comparative - Passengers and freight analysis between transport networks cities and regions - Data infrastractures and ICT to attract direct foreign 3. Good quality of life investments, - Natural environment, selected people, history, culture, food, entertainement and institutions 11

City of Turin as example first of transition to industry then to post industry Manage the decline Awareness – Decline – Shock Crossroads – Dead end New vision 12

Turin: transition from Capital City to Industrial City 1861 Turin capital of Italy for about 1 Manage the decline year Awareness Crossroads – Decline – Shock – Dead end New vision 13

Manage the decline 1861 Turin capital Riots of Italy for about 1 Outmigration year: move capital Accept downsizing to Florence Crossroads Awareness – Decline – Shock New vision – Dead end 14

Manage the decline 1861 Turin capital Riots of Italy for about 1 Outmigration year: final move Accept downsizing capital to Rome Continue to be Crossroads Awareness “capital” not of a kingdom but of – Decline industry – Shock New vision – Dead end 15

The first strategic plan of an Italian city • 1865 April technical commission appointed (members of City Council and consultants) • 1865 swot analysis » Strategic plan: one axis: industrial development » Energy is the competitive advantage for industrial activities » Energy: plenty and low cost » Well trained labour force » Workers makes savings: there is a good market • Mass scale water works to produce energy at low cost • Appeal to national and foreign entrepreneurs 16

20 th October 1865 The first ever urban marketing action by a city 17

«Appeal to National and Foreign Capitalists and Manifacturers»: the first phrase matters The City of Turin, in order to • La Città di Torino, onde offset the highly negative neutralizzare le conseguenze per lei disastrose del trasloco della consequences of the move of capitale, si affatica ad adottare the capital, is keen to adopt all tutte quelle misure che giudica le measures to benefit its più adatte all’utile dei suoi inhabitants, not only to stop abitanti, e non solo ad impedirne out-migration flows but to la emigrazione, ma ancora a induce in-migration flows. favorirne la immigrazione. 18

Turin: from industrial city to post industry service based city Since the 1980s automotive Manage the decline industry has changed Awareness Crossroads – Decline – Shock – Dead end New vision 19

Turin: decline of the company town model in the 1980s Since the 1980s Manage the decline automotive Strikes industry has Large waste land sites changed Outmigration Accept downsizing Awareness Crossroads – Decline – Shock – Dead end New vision 20

Turin: from industrial city to international metropolis Manage the decline Since the 1980s Riots automotive Outmigration industry has Accept downsizing changed Awareness Crossroads Shift from capital city – Decline of automotive industry – Shock international to metropolis – Dead end New vision 21

Turin: redirects its growth through the first Italian strategic plan • May 1998 , Municipality of Turin: call for action on the future of the metropolitan area • Shared view: city on the hedge of a change for the next century • Strategy – Phase 1 build a shared view of development of the metropolitan area up to 2011 – Phase 2 identify through the Plan how to make real a shared vision • What it is – A plan to readdress the development of the area, taking into account: • Urban development • Economic base, past, present and likely in near future • Social conditions • Competitors 22

End of city expansion: planning has to spur social and economic development Historical change of role of planning and local governments After the early 1980s Until the early 1980s • Promote , control and • Control development promote development • Government • Governance • Restoration • Promote reuse • Allow reuse • Encourage revitalization 23

From City Master Plan (land use plan plan) to Strategic Plan (vision and long-term goals and directions plan) • From city master plan SWOT analysis • analysis – – Detailed document and syntesis – Project • general framework – Participated and shared • plans – Technical rules for implementation Strategic plan • – Synthesis of swot analysis • vision • To • Strategic axes – City master plan – plus – Sectoral goals – Strategic plan – Single projects – Few maps and plans – Development Pact 24

Turin and Piedmont: an area chosen by 630 multinational enterprises. Why? • As April 2014 in Turin’s region Piedmont (North-West Italy) there are 630 multinational companies, mainly French and American, with 95,000 employees, 53% of which are active in the automotive sector • The recently published forth edition of Observer of Centro Estero of the Chamber of Commerce of Turin , reports a survey of a sample of said 630 companies on their reasons for choosing Turin and its region 25