social innovation and territorial milieu - cluds lab · social innovation and territorial milieu....

MarieSklodowska- CurieRISEMAPS-LED

MultidisciplinaryApproachtoPlanSmartSpecialisationStrategiesforLocalEconomicDevelopment

MAPS-LEDSecondMid-termMeeting07/08.06.2016

SanDiegoStateUniversity(CA),USASchoolofPublicPolicies

AlfonsoSpistoFrancescoCappellano

PAUUnit– ExperiencedResearchers

DISCLAIMER:Theinformationappearinginthisdocumenthasbeenpreparedingoodfaithandrepresentstheopinionsoftheauthors.TheauthorsaresolelyresponsibleforthispublicationanditdoesnotrepresenttheopinionoftheEuropeanCommissionoritsResearchExecutiveAgency.NeithertheauthorsnortheEuropeanCommissionoritsResearch

ExecutiveAgencyareresponsibleoranyusethatmightbemadeofdataincludingopinionsappearingherein.

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MAPS-LED“MultidisciplinaryApproachtoPlanSmartSpecialisation StrategiesforLocalEconomicDevelopment” isaMarieSklodowska-CurieRISEresearchprojectfundedbytheEuropeanUnion’sHORIZON2020programforResearchandInnovationundertheGrant

Agreement645651

SocialInnovationandTerritorialMilieu:thepotentialsofSanDiego’sCraftBreweries





MAPS-LEDFirstMid-termMeeting06/07.06.2016

Northeastern University,Boston,MA,USA

OutlineI. Thechoiceofthecasestudy

I. SomedefinitionsofMilieuII. BreakingdowntheconceptofMilieuinitsmaincharacteristicsIII. ThedifferenceswithClusterandRIEconcepts

II. WhytheCraftbreweryindustry?i. Identityandsenseofbelongingii. CivicEngagementiii. Innovation

III. TheriseofcraftbreweriesintheU.S.IV. SanDiego’scraftbreweriesinnumbers

a) NotaPorter’sstrongcluster?b) IndustryGrowth

V. What’snext?I. Identificationofthesocialinnovationpracticesconnectedtothemilieu.II. Identificationofthepolicymixsupportingthemilieuor/Identificationoftheobstacles

affectingthemilieu’sgrowth.III. Identificationofthelocalnetworks,collectiveactionsandgovernanceschemeofthe

milieu(relationshipswithR&Dinstitutions,Associationsetc.).IV. Interviewsoflocalstakeholders.

MAPS-LEDSecondMid-TermMeeting

SanDiego(CA,USA)June7-8,2017







1.Thechoiceofthecasestudy

MAPS-LEDWorkPackage3:SocialInnovationandterritorialmilieu.










MAPS-LEDWorkPackage3:SocialInnovationandterritorialmilieu.

Firsttask:Tofinda“milieu”inSanDiego










Breakingdowntheconceptofmilieuinitsmaincharacteristics









1.1Somedefinitionsofmilieu

1. “uninsieme permanente dicaratteri socio-culturalisedimentatisi inuna certa areageografica attraversol’evolvere storico dirapporti intersoggettivi,aloro volta inrelazione

conlemodalitadiutilizzodegli ecosistemi naturali locali”(DeMatteis,1994).

2. “uninsieme dicomponenti,localizzate inuncerto luogo especifiche delluogo stesso,che costituisce contemporaneamente il

fondamento territoriale diuna specifica identitacollettiva eil substrato localedei processi dello sviluppo”

(Governa,1997).









1.1Somedefinitionsofmilieu3. Themilieucorrespondstoaterritorialized,outwardlyopencomplex,that

is,opentothetechnologicalandmarketenvironment,whichincorporatesand

mastersknow-how,rulesandrelationalcapital.Itisattachedtoasetofplayersandtoorganizedhumanandmaterialresources.Itistheorganizationthroughwhichtheautonomyofactionandinitiativeoflocal

organizedsystemsisexpressed(Maillat,1998).

4. “theset,orthecomplexnetworkofmainlyinformalsocialrelationships on alimitedgeographicalarea,oftendetermininga

specificexternal‘image’anda specific internal‘representation’

and senseofbelonging,whichenhancethelocalinnovativecapabilitythroughsynergeticandcollectivelearningprocesses”

(Camagni,1991).MAPS-LED

SecondMid-TermMeetingSanDiego(CA,USA)June7-8,2017







1.2Breakingdowntheconceptofmilieuinitsmainfeatures



AuthorsAydalot,1986Camagni,1991Quevit,1991Massey,1993Maillat,1994

DeMatteis,1994Governa,1997

Dicken &Malmber,2001Crevoisier,2004

Fromhold-Eisebith,2004

}KeyConceptsemerged

MostlyinformalrelationshipsDifferentactors (QuadrupleHelix)

Localbehavioralandcognitivemodelsandrules,tacit knowledge

CollaborativeandCompetitiveSpecialized inspecificproductionsExplicitly attachedtotheterritory(Identityandsenseofbelonging)Fromthe localtotheregionalscaleTheproductionofInnovationoccursratherthanbeingthemilieu’saim







1.3DifferenceswithClusterandRIEConcepts

- Proximity is essential – a milieu may not be spatiallyagglomerated.

- Flows of knowledge are predominantly tacit rather thancodified (local vs global).

- Sense of belonging and identity constitute the maindifferences from clusters and RIEs.










SanDiegomostrecenthistory:Lifesciencecluster(beginningofXXcentury)?

MilitaryandDefense (WWII)?

NO!

CRAFTBREWERIES(’80s)!









2.WhytheCraftBreweries?2.1Identityandsenseofbelonging:

NeoLocalism









2.WhytheCraftBreweries?2.1Theconceptofidentityandsenseofbelonging

Identity

*Schnell,S.M.,&Reese,J.(2014).Microbreweries,Place,andIdentityintheUnitedStates.InM.Patterson,&N.Hoalst-Pullen(Eds.),TheGeographyofBeer.Regions,Environment,andSocieties(pp.167-187).Springer.



StaticConcept:PeopleandPlacessimplyhave

Identity*Inaglobalized,

highlymobileworld

Active,Consciouseffort







2.WhytheCraftBreweries2.1IdentityandSenseofbelonging

CraftBreweriesareoneoftheseveralresponses tobreakawayfromglobalcapitalistic food&beveragesystemandcreateanownidentityand

connectionwithplace.

HOW?

1. CraftProduction(vsMassProduction)2. Usingimageryandstoriesassociatedwithaparticularplaceasameans

ofpromotingtheirbrews.3. CommunityEngagement

Schnell,S.M.,&Reese,J.(2014).Microbreweries,Place,andIdentityintheUnitedStates.InM.Patterson,&N.Hoalst-Pullen(Eds.),TheGeographyofBeer.Regions,Environment,andSocieties(pp.167-187).Springer.









2.WhytheCraftBreweries2.1IdentityandSenseofbelonging

How?CraftBrewerydefinition:

Small: Annualproductionof6millionbarrelsofbeerorless(approximately3percentofU.S.annualsales).Beerproductionisattributedtotherulesof

alternatingproprietorships.Independent: Lessthan25percentofthecraftbreweryisownedor

controlled(orequivalenteconomicinterest)byanalcoholindustrymemberthatisnotitselfacraftbrewer.

Traditional: Abrewerthathasamajorityofitstotalbeveragealcoholvolumeinbeerswhoseflavourderivesfromtraditionalorinnovativebrewingingredientsandtheirfermentation.Flavouredmaltbeverages(FMBs)arenotconsidered

beers.

BrewersAssociation.(n.d.).CraftBeerIndustryMarketSegments.RetrievedMay2017,fromBrewerAssociation:https://www.brewersassociation.org/statistics/market-segments/









2.WhytheCraftBreweries

2.1IdentityandSenseofbelongingHow?

Usingimageryandstoriesassociatedwithaparticular placeasameansofpromoting theirbrews.










2.1IdentityandSenseofbelonging









2.WhytheCraftBreweries2.2CivicEngagement

How?- TrainingProgramstoempowerwomeninCraftbrewing(Karl-StraussBrewing

Company,n.d.)- Cleanupinitiativeswithintheneighbourhoodstheyarelocated(Karl-Strauss

BrewingCompany,n.d.;Craftalliance,2016)- Providingscholarshipopportunitiestoattendcraftbrewingcourses(American

Brewersguild,n.d.)- Providingfreeofchargespentgraintolocalfamerstouseasfeedforlivestock

(Hobbyfarms,n.d.)- Commitment insourcinglocal(BreweryClimateDeclaration,n.d.)- Communityengagementwithlocalcharitiesandno-profits(ArcadiaAles,n.d.)- Advocacytoraisemoneyforgoodcausessuchasliteracy,local food,conservation,

andfoodbanks (FreemontBrewing,n.d.)- PublicArt(FreemontBrewing,n.d.)









2.WhytheCraftBreweries2.2CivicEngagement

How?- In 2012, the California craft brewing industry gave

approximately $16 million by dollar value of in-kindcontributions ranging from products to employee time.(Richey & Watson, 2013).

- Stone Brewing Company became the 9th largest craft breweryin the U.S. with ZERO marketing spend, and Keurig becamethe most popular home pod brewing machine on the market(donationmatch.org, n.d.).










2.3InnovationHow?

- ReinforcingUrban-Rurallinkages;- Experimentalcustomers-basedyeast

production;- CraftBeerGrantsforR&D;

- Diversificationofservicesandproducts;









3.Theriseof craft breweries intheU.S.












NAME DISTRIBUTION PRODUCTIONTRESHOLD

MICROBREWERY Directly 15,000(upto 75%off-site)

BREWPUB Directly 25percentormoreofitsbeeronsite

REGIONALBREWERY

Three-tier 15000–6000000

LARGEBREWERY Three-tier Over 6000000

Source:BrewersAssociation.(n.d.).CraftBeerIndustryMarketSegments.RetrievedMay2017,fromBrewerAssociation:

https://www.brewersassociation.org/statistics/market-segments/








LEGISLATIONCORNERSTONES

1976TaxreductionforUSbreweriesproducingfewerthan60.000barrelsyearly

1978Homebrewingwaslegalized

1991Taxesonbeersperbarreldoubledfrom9$to18$Taxesoncraftbeersdidnotchange:7$perbarrel



0

200

400

600

800

1000

1200

1400

1600

1965 1984 1994 2000

NON-CRAFTREGIONALNATIONAL

MICRO

Source:author’selaboration







Thetastes changes.Since themid1980scraft beers havebeengrowing their consumers’base.

11%of thetotalBeer soldinUShavebeen brewed inUS.

Thevolumeis forecasted to bedoubled by 2022



3.TheriseofcraftbreweriesintheU.S.

MARKETSEGMENTBYTYPEOFBEEROVERTIME









4.TheriseofcraftbreweriesinSanDiego

Sources:Chart:NUSIPR– SanDiegoCraftBreweryEconomicImpact,2016Photos:ErnieLiwag andMatthewSchiff,SanDiego’sCraftBrewCulture (2016)







• Recognized quality: 18 medals at theGreat American Beer Festival in 2016.

• Economic impact: San Diego’s brewingindustry generated $851 million in 2015,and employed 4,512 workers.

• History: Established in 1896, San DiegoBrewing Company was the first pre-prohibition brewery in San Diego.

Source:Data:NUSIPR– SanDiegoCraftBreweryEconomicImpact,2016|:NUSIPR– SanDiegoCraftBreweryUpdate2016http://www.sandiegobusiness.org/sites/default/files/CraftBeer.pdf




CRAFTBREWERYJOBSINSANDIEGO(2011)BREWERYWORKS 497BREWPUBWORKS 1047TOT.BREWERTINDUSTRYJOBS 1544TOTALJOBSCREATED/SUSTAINEDBYBREWERYINDUSTRY 2796

2011 2012 2013 2014 2015CRAFT 2015TOTAL

BREWERIES&BREWPUBS 37 58 82 97 109 114

TOTALANNUALSALES $726,6 $734,7 $851,0

INDUSTRYJOBS 1630 1820 2279 3752 4005 4512







4.Thereasonsbehindthesuccess

• specialistproduct;*• flexibletoadjust;*• Brewpubsmaysellbeerdirectlyto

theconsumer;*• caterlocalclientele;*• alifestylechoice;**• Bigconnectionamongcraftbeerand

foodiemovement (e.g.connoisseur);**

• Cooperativeattituderatherthancompetitive

Sources:*Chapman,N.G.;2015- CraftBeerintheUS:AProductionofCulturePerspective**Lenhoff,L.L.;2016- CraftBeerinSanDiego:SocialConsumptionAndANewUrbanIdentity









INNOVATION• CERTFIICATES

• R&D CENTERS

RELATEDCLUSTERS• TOURISM

• WHOLESELLING• RETAIL



5.Economic Externalities







EVENT DATE EST. ATTENDANCESANDIEGOWINTERBREWFEST Early Feb 2000

EPICEBEERFESTIVAL Mid-March 2000

CITYBEATFESTIVAL OFBEERS LateApril 2000

BEERFEST ATPETCOPARK EarlyMay 270548

SANDIEGOINTERNATIONALBEERFESTIVAL LateJune 9700

SANDIEGOBREWFEST Early July 2500

STONEBREWERYANNIVERSARYCELEBRATION&INVITATIONBEERFESTIVAL Mid-August n.a.

BEERFEST ATPETCOPARK Early September 254039

SANDIEGOFESTIVAL OFBEER Early September 5000

SANDIEGOBEERWEEK Early November 20000



5.Economic Externalities

Source:NUSIPR– SanDiegoCraftBreweryEconomicImpact,2016







SPATIALANALYSIS“When comparingthechronologicalandgeographicalspreadofbothcraftbeerconsumptionandgentrificationinSanDiego,anundeniableconnectionisvisible.”

Source:Lenhoff,L.L.;2016- CraftBeerinSanDiego:SocialConsumptionAndANewUrbanIdentity



6.SocialExternality:Gentrification









What’sNext?

I. Identificationofthesocial innovationpracticesconnectedtotheSanDiego’smilieu.

II. Identificationofthepolicymixsupportingthemilieuor/Identification oftheobstaclesaffectingthemilieu’sgrowth.

III. Identificationofthelocalnetworks,collectiveactionsandgovernanceschemeofthemilieu(relationshipswithR&Dinstitutions,Associations etc.).

IV. Interviewsoflocalstakeholders.







Thank you!



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