themarriage project –a closer · pdf filethe project is part-financed by the european...
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The Project is part-financed by the European Union (ERDF) PLANCO Consulting GmbHPLANCO Consulting GmbH 1
The MARRIAGE project – a closer look
Jens Masuch, PLANCO Consulting GmbH
BPO Seminar: Tourist / leisure and fishery ports
Rønne / DK, 3 Sept 2014
The Project is part-financed by the European Union (ERDF) PLANCO Consulting GmbH 2
Contents
• Origins & basics of the MARRIAGE project
• Background, scope and results of the activities in more detail
• Joint promotion of “South Coast Baltic”
• Competence development in marina management
• Exchange / new impulses for marina network consolidation
• Conclusions & outlook
The Project is part-financed by the European Union (ERDF) PLANCO Consulting GmbH 3
• Back in 2010: Interest in a new (international) project on water
tourism / marina development, especially in Poland
> in continuation of SuPortNet I+II and MariTour
• (New) marina infrastructure & networks in place > new topics, esp.
• Cost efficient operation / management of marinas
• Closing network gaps in times of decreasing EU funding
• Development / operation of marinas in PPP
• Marketing / attracting boaters (from foreign countries)
> Combined with a strong interest in learning from others andjoining forces across border
Origins of MARRIAGE (1)
The Project is part-financed by the European Union (ERDF) PLANCO Consulting GmbH 4
• “South Coast Baltic” appeared as appropriate arena for joint actions
Origins of MARRIAGE (2)
The Project is part-financed by the European Union (ERDF) PLANCO Consulting GmbH 5
...because cooperation within this area…
• …made sense in view of the subjects to be addressed:
• Proximity and interesting “mosaic” of destinations makes it a marketable cross-border boating area
• Comparable natural, market & institutional pre-conditions led to analogue paths in marina network development
• Boating market & networks in Scandinavian countries are very specific and too different from DE, LT, PL (& RU)
• Chronological step ahead of DE in comparison to PL and LT is a good starting point for knowledge exchange & transfer
• …coincided with funding opportunities:
• South Baltic Programme 2007-2013 called for tourism projects
Origins of MARRIAGE (3)
The Project is part-financed by the European Union (ERDF) PLANCO Consulting GmbH 6
• Funded from: South Baltic CBC Programme 2007- 2013
• Total budget: 1.3 mill EUR (1.1 mill EUR ERDF co-financing)
• Duration: Oct 2011 – Dec 2014
• Lead Beneficiary: Economic Develop. Corporation Vorpommern / DE
• Consortium: 12 Partners & 10 Association organisations
• From Germany, Poland, Lithuania, Russia
• Mainly: regional (umbrella) organisations
• Regional authorities, development agencies & tourism associations
• Associations of local authorities
• Only a few: local authorities / marinas (operating or planned)
MARRIAGE project basics
The Project is part-financed by the European Union (ERDF) PLANCO Consulting GmbH 7
Region Partner Associated Organisation
Vorpommern
Economic Development Corporation
Vorpommern (LB)
Min. of Energy, Building & Regional
Development Mecklenburg-Vorp.
Tourism Association Rügen Meckl.-Vorpommern Tourist Board
Municipality Ostseebad Heringsdorf im-jaich (private marina operator)
Municipality Ostseeheilbad Zingst Hanseatic City of Stralsund
Zachodnio-
pomorskie
Zachodniopomorskie Voivodeship
Szczecin Municipal Government
The Port Authority of Kołobrzeg
Pomorskie
Gdańsk University of Technology Pomorskie Tourist Board
Association of Sea Cities & Municipalities National Sailing Centre in Gdańsk
Krynica Morska, Łeba, Ustka
Kaliningrad region Min. of Reg. Dev. of Kaliningrad Obl.
Klaipėda regionKlaipėda Tourist & Culture Info Centre
SE Klaipėda State Seaport Authority
Partnership / consortium (1)
The Project is part-financed by the European Union (ERDF) PLANCO Consulting GmbH 8
Partnership / consortium (2)
The Project is part-financed by the European Union (ERDF) PLANCO Consulting GmbH 99
Project design / thematic foci
Joint promotion of the
Competence development in the
field of marina management
Exchange / new impulses for
marina network development &
consolidation
The Project is part-financed by the European Union (ERDF) PLANCO Consulting GmbH 1010
• Diagnosis / potentials
• Well-promoted cross-border boating areas at sub-BSR level attract
boaters (> both resident & guest boaters)
• Successful example “Baltic Sailing” association (DE / DK)
• Cross-border tour opportunities make home marinas more attractive
• Good guest boater potentials within the region (34.000+ permanent berths in DE, 2000+ in LT, PL but rapidly growing)
• No. of boaters sailing along the South Coast Baltic started to increase
• Lessons from previous (INTERREG) projects that were considered
• Completely new products / “umbrella only destinations” are hard to
establish and maintain (e.g. “Sail Baltic” / Maritour)
• Better to build the promotion on existing regional products / destinations (e.g. Usedom island, Curonian spit) as much as possible
Joint promotion of “South Coast Baltic” (1)
The Project is part-financed by the European Union (ERDF) PLANCO Consulting GmbH 1111
“South Coast Baltic” in the context
of other boating brands in the Baltic Sea
The Project is part-financed by the European Union (ERDF) PLANCO Consulting GmbH 1212
• “Lean” umbrella marketing measures for the entire area
• Cross-border brand developed & established
• Print materials, advertisements & articles in boating media
• One-stop booth at boating fairs (Hamburg, Berlin, Warsaw)
• Stakeholder / multiplier events
• Website / smart phone application with information for boaters
Joint promotion of “South Coast Baltic” (2)
The Project is part-financed by the European Union (ERDF) PLANCO Consulting GmbH 1313
• Backbone: Integrating & coordinating marketing activities in the region, e.g.
• Regional boating brochures showing cross-border tour opportunities and presenting part-destinations in connection to the “South Coast Baltic” brand
• Series of regional fam trips for foreign journalists (separately in e.g. Vorpommern, Zachodniopomorskie, rally Gdansk – Kaliningrad – Klaipeda)
Joint promotion of “South Coast Baltic” (3)
The Project is part-financed by the European Union (ERDF) PLANCO Consulting GmbH 1414
• Results / preliminary appraisal
• “South Coast Baltic” finds interest of customers & multipliers
• Events / offers / materials attract wide interest of boaters & journalists
• Image of Poland & Lithuania changed especially in Germany (after EURO 2012), word-of-mouth recommendations (new infrastructure!) emerged
> brand / promotion comes “right in time” to use an opportunity
• Participating regions / partners are satisfied and see further potentials
• Decision to allocate further funds & to continue the joint campaign in 2014 / 2015 was taken in June 2014, including e.g.
• Further joint fair visits (e.g. Boot 2015 / Düsseldorf)
• Further materials / info offers (e.g. boating guide, website upgrade)
Joint promotion of “South Coast Baltic” (4)
The Project is part-financed by the European Union (ERDF) PLANCO Consulting GmbH 1515
• Diagnosis / potentials
• Partly little knowledge on strategic marina management in PL & LT
> the operators are often municipalities and newcomers
• Lack of incomes can create problems to maintain quality
• esp. if marinas are owned by small municipalities
• Yielding a profit > hard with only 2 months high season
• Responsive management can be key for high profitability
• Potential: Knowledge transfer DE operator – LT / PL operators
Competence development /
marina management (1)
The Project is part-financed by the European Union (ERDF) PLANCO Consulting GmbH 1616
• Approach / course of action
• Expert / reference group with LT, PL, DE marina experts ensured acceptance and relevance for target group & arena to “train the trainers”
• Handbook compiled practical experiences of German & Dutch operators
> Serves as accompanying training material / common curriculum
• Regional training programmes in national languages disseminate the
knowledge to marina operators, managers, staff in Lithuania & Poland
• Special feature: practical seminars (“Marina testing visits”)
• German marina operator “tested” voluntary marinas in PL & LT
• On the spot: discussion of improvements with the operator & training participants on the example of the hosting marina
Competence development / marina management (2)
The Project is part-financed by the European Union (ERDF) PLANCO Consulting GmbH 1717
• Impressions / appraisal
• Very satisfying attendance of the workshops
• Trainings with practical focus met interests & demands of target group
• Especially the direct dialogue with German operator was appreciated
> to be continued with “reverse” testing visits / study tour in Germany
Competence development / marina management (2)
The Project is part-financed by the European Union (ERDF) PLANCO Consulting GmbH 18
New impulses for marina network
development & consolidation (1)
Diagnosis / potentials
• Densification is slowing down recently, last gaps hard to fill
• “Vacant places” have often low income potentials but high investment & operating costs (e.g. outer shore locations, complementary harbours in between full service marinas)
• Public funding for marina infrastructure is decreasing
• Maintaining a high quality marina network and closing network gaps in the near future may require
• Mobilising private capital and skills
• Lowering investment and / or operating costs
• Good examples can be found (along the South Coast Baltic and beyond), e.g.
• PPP operating arrangements in Germany
• Sopot island harbour at the pier / PL, “Wasserwanderrastplätze” / DE
The Project is part-financed by the European Union (ERDF) PLANCO Consulting GmbH 19
Approach
• Creating new impulses for the debate / marina network consolidation
process in DE, PL, LT by cross-border exchange
• Disseminating alternative marina designs (e.g. “island marinas” at outer shores, complementary “guest-only boater stops”)
• Exploring PPP potentials for marina development & operation
• Ambition level: Seeding, not yet harvesting
• No new marinas, but concepts that accelerate their development
• Pilot actions absorbing approaches from another country and demonstrating transferability of approaches
• Mutual learning process (West – East / East – West)
New impulses for marina network
development & consolidation (2)
The Project is part-financed by the European Union (ERDF) PLANCO Consulting GmbH 2020
• Implemented activities / status
• Baseline study: Case studies on PPPs in marina development & operation
• First exchange workshop / study trip (Sopot, 4 June 2013)
• Pilot actions (e.g. PPP models for Šventoji, Heringsdorf; small boater stops Szczecin waters) in progress and to be finished in autumn 2014
• Next event: 2nd exchange workshop in Szczecin / PL on 21-22 Oct 2014
• Presentation of the results of the baseline study
• Experience reports from the pilot actions
> Participants from outside the project are very welcome!
New impulses for marina network
development & consolidation (2)
The Project is part-financed by the European Union (ERDF) PLANCO Consulting GmbH 2121
• Joint promotion of the “South Coast Baltic” is successful and to be continued
• Geographic scope works well in practice
> slight amendments may add to product (> integration of Bornholm)
• Scope & focus of the marketing focus should be extended
> So far: domestic markets only (DE, PL, LT, RU)
> Future options: e.g. Scandinavia, Netherlands
• More direct involvement of marina operators to strengthen the initiative
• Exchange on marina management, operation & design marked only a first step and could be proceeded in different directions, e.g.
• Dialogue with further Baltic Sea countries may give new inspirations
• Use of (former) small / fishery ports for tourism purposes is a further interesting topic for (some) MARRIAGE partners
Conclusions & outlook
The Project is part-financed by the European Union (ERDF) PLANCO Consulting GmbH 22
Thank you very much
for your attention!
www.project-marriage.eu