Volume Zerøfor EXPO 2015

Summary:

• Volume Zerø - What it is 1

• Pilot Phase: - the Aim 2

- The Districts 3

• What were we Looking for/Evaluating 4

• The Methodology Adopted 5

• What have we Selected as Priority Locations and Why 6

• Presence on Public Transport Net 7

• Facilities Analyzed 11

• Proposed Structures 12

• Findings and Conclusions of Analysis 17

• Current Scenario and Suggestions 18

•International Benchmarking 24

• Suggested Promotion 26

• Altomilanese Area – Attractivity 27

• Legnano Attractiveness Case 28

• Final Conclusions 33

Volume Zerø - What it is:

An innovative hospitality concept, based on the creation

of a network of already existing non-accommodating

facilities, in order to exploit them in the occasion of Expo

2015 and, in general, for other events happening

occasionally or on a regular basis, in the city of Milan.

1

Pilot Phase: the Aim

To focus on an area comprised between the provinces of Milan

and Varese (that is between Malpensa International Airport and

the Rho-Pero Fair Area) concentrating on 23 districts presently

clustered in a Consortium called Altomilanese.

The ultimate goal is that of mapping all the facilities found in these

towns and that have been considered suitable to serve potential

guests’ needs.

2

Pilot Phase: the Districts

� Legnano Area

1. Busto Garolfo

2. Canegrate

3. Cerro Maggiore

4. Dairago

5. Legnano

6. Nerviano

7. Parabiago

8. Rescaldina

9. S. Giorgio su Legnano

10. S. Vittore Olona

11. Villa Cortese

� Castano Primo Area

12. Arconate

13. Bernate Ticino

14. Buscate

15. Castano Primo

16. Casorezzo

17. Cuggiono

18. Inveruno

19. Magnago

20. Nosate

21. Robecchetto con Induno

22. Turbigo

23. Vanzaghello

3

What were we Looking forOld Boarding Schools, Monasteries, Elderly Homes, Parking Areas: all in good conditions.

What were we Evaluating• Typology of the building

• Date of Construction

• Historical value

• General Conditions

• Qualities and Flaws

• Past/Present Use of the Facility

• Location

• Ownership and Management

• Website

• Number of Restrooms (common/private)

• Furniture

• Number of Rooms

• Accessibility for Disabled

People

• For Smokers or Nonsmokers

• Heating System

• Air Conditioning System

• Double Glazed Windows

• Possible Constraints

(curfew, min./max. period

of use)

• Services Provided

(reception, F&B, bar,

laundrette,

housekeeping…)

4

The Methodology Adopted:

• Got in touch with the EXPO Representatives in all districts;

• Sheduled meetings;

• Discussed the possible options;

• Collected contacts;

• Got in touch with facilities supervisors: - Police Dpt. for Camping Areas;

- Mother Superior for the Monastery;

- Council Members;

- Mayors;

• Visited facilities;

• Evaluated facilities;

• Analyzed results;

• Decided which ones had a higher potential.

5

What have we Selected as Priority

Locations…

� Legnano

�Nerviano

�Rescaldina

1. Presence on public transport net;

2. Presence of local attractions/offers;

3. Possibility to invest in the project;

4. Interest in taking part in the initiative.

6

…and Why

1. Presence on Public Transport Net:

Considered

Area

7

Train Transport:

Direct connections to:

�Malpensa Airport;

� Expo Site;

� Rho Fiera;

� Milano City Center.

8

Bus Transport:

LINE MOVIBUS Z601, Stopping at: Legnano, Parabiago, Nerviano, Rho, Rho Fiera, Molino Dorino (MI)

http://www.movibus.it/chi-siamo/carta-della-mobilita/book/8.html

9

Cycling Paths:10

Facilities Analyzed:11

High Potential

Low Potential

for a total of approximately520 beds

Location Remodeling Time-Frame Investment Required Target

"Barbara Melzi" Institute Legnano Long High Leisure: Groups, Young people

Legnano Short LowLeisure: Small groups, Young

people

Buscate Short LowLeisure: Families, Young

people

Caravan Areas Buscate Short LowLeisure: Families, Young

people

Elderly Home Legnano Short High Leisure: Families, Groups

Houses owned by City HallsRescaldina,

Turbigo, Arconate Medium Medium Business, Leisure: Families

Hospital Legnano Long High Leisure: Families, Groups

Military Base Legnano Long High Leisure: Groups, Young people

"San Magno" Oratory Legnano Long High Leisure: Groups, Young people

Camping Areas

Proposed structures:

� Elderly Home

• Legnano City Centre

• 100 rooms

• Up to 200 guests

• 5 floors, rooms with private toilet but common showers

• large garden

• no large investments needed

Possible target

Country delegations that will spend 6 months in town for the EXPO

12

Proposed structures:

� Houses owned by town councils

• Rescaldina, Turbigo, Arconate

• Some need restructuring, some already in the

process of being restructured

• Low/medium investment required

• Low capacity (around 10 guests per house)

Possible target

Small country delegations that will spend 6 months in town for the EXPO

13

Proposed structures:

� Camping areas

• Legnano, Buscate

• Several available spots for camping and caravans

• Low investment required

Possible target

Low budget tourists interested in camping, cycling and other sports

14

X Istituto Barbara Melzi

• Legnano City Centre

• Not available – hosting teachers from out of

town

X Oratorio San Magno

• Legnano City Centre

• Not available – hosting students during

summer

15Proposed structures:

X Old Hospital

• Legnano City Centre

• Not available – still partially in use as hospital

plus other ongoing projects

X Old Military Base (Caserma Cadorna)

• Legnano City Centre

• In disuse for the last 15 years

• Large investments required

16Proposed structures:

Findings:

• Impact on current accommodation offer:

The available structures found could add around 250 beds (0.3%) to

the current 87,105 beds available in the Milan area (province);

• Additional 270 «beds» in Camping and Caravan Areas;

17

Conclusions of Analysis:

• Short term: not a large number of extra beds in the investigated area;

• Long term: potential renewal of facilities like the Military Base.

18

Tourists Flows 2013 vs.

Accommodation Capacity 19

6.299.854

87.105

Flows Milan Province Total

Italian Arrivals 1.763.765 1.089.322 2.853.087

Foreign Arrivals 2.758.885 687.882 3.446.767

Arrivals: Total 4.522.650 1.777.204 6.299.854

Presence of Italians 3.845.727 2.344.206 6.189.933

Presence of foreigners 6.076.641 1.307.028 7.383.669

Presence: Total 9.922.368 3.651.234 13.573.602

Considered Unities Milan Province Total

Facilities 787 438 1.225

Rooms 30.114 13.454 43.568

Beds 59.390 27.715 87.105

20Accommodation Statistics:

Type of structure Milan

2013

Province

2013

Total

2013

Total

2005

∆∆∆∆ %

2005/2013

Hotel 5* 4.894 100 4.994 6.168 -19%

Hotel 4* 28.280 16.366 44.646 28.956 54%

Hotel 3* 10.196 5.061 15.257 25.592 -40%

Hotel 2* 1.720 818 2.538 3.447 -26%

Hotel 1* 1.739 325 2.064 3.091 -33%

Residence 4.540 3.445 7.985 n.a. n.a

Total Beds Hospitality 51.369 26.115 77.484 67.254 15%

B&B 428 758 1.186 222 434%

Camping 1.116 - 1.116 1.332 -16%

Other 6.477 842 7.319 1.737 321%

Total Beds Alternative

Accomodation

8.021 1.600 9.621 3.291 192%

Total number of beds 59.390 27.715 87.105 70.545 23%

Number of beds in Milan and ProvinceNumber of beds in Milan and ProvinceNumber of beds in Milan and ProvinceNumber of beds in Milan and Province

21Accommodation Statistics:

Bed Distribution in the province

of MilanBed Distribution in Milan

• In the last eight years the only hotel category that showed

an increase in the number of beds was the 4*

• The number of beds in alternative accomodation has also

increased in the period, although still low in proportion to the

total number of beds available in Milan and province.

22

Expected Arrivals EXPO 2015: 20.000.000

Accommodation Capacity as for 2013: 87.105 beds

Total extra beds potentially available in the AltomilaneseArea: 520

Suggestions:

• Promote existing hospitality structures (hotels, hostels, B&B) available in

all cities easily reachable by train and cities on the Sempione (direct bus

to Expo site);

• Incentivate new temporary/permanent B&B openings: many districts

showed a great interest into involving private citizens into the process

(Rescaldina);

• Promote room rentals on sites such as Casevacanze, Temporaryhouse,

Homelidays, Homeaway, Airbnb, Halldis, Home2home;

• Promote the Altomilanese area – emphasizing the touristic attractions,

ease of reach and, above all, the affordability;

• In the long term, according to available budget, renew the military

base (Caserma Cadorna) in Legnano, turning it into accomodation

structure.

23

International Benchmarking:Considering how certain destinations improved their accommodationcapacity during mega events, such as Olympic Games 2012, we thought about

following their example.

The first and only website advertising private gardens as micro

campsites; providing accessible, affordable and fun alternatives to

traditional accommodation around the world.

24

Use private and/or disused garden areas in order to turn them into camping sites for EXPO visitors.

A website that allows you to rent apartments while

their owners are out of town, whether it be for a

weekend or for a month.

Restructuring and conversion of military bases in Germany. For

example, Fulda Military Base has now become a touristic

attraction.

25

Restructure Cadorna Military Base in Legnano and use it as an accommodation site for sport tourism.

Reuse first and second homes/rooms and rent them to EXPO visitors.

26Suggested Promotion:

� Explora website

� Expo website

� Social media

� visitamilano.it

Altomilanese area – Attractivity:

• History & Art

• Easy access to Lakes (Varese, Como, Maggiore, Orta, Monate,

Comabbio...) and the Ticino river

• Parks (Ticino, Alto Milanese, Roccolo, Roggie...)

• Shopping

�Legnano: Dolce & Gabbana outlet

�Parabiago: shoe factories (Frateli Rossetti, Ricardo Banfi, Luciano

Padovani…)

�Rescaldina: outlet Bassetti, outlet Aspesi, Grancasa (Italian kitchenware)

�Olgiate Olona: Lindt outlet

�Vertemate su Como: Giorgio Armani outlet

• Gastronomy (diversity and great value for money: Italian, Japanese,

Chinese, Turkish, fast food chains such as McDonalds and Burger

King…)

27

28

History and Art in Legnano:

The newlyrestoredMedievalCastle

gets burnt» every yearduring the city summerfestival

Leone Da Perego Palace: permanent exhibition centre since

2001

SustermeisterCivic Museum

hosts temporary exhibitions

Beautiful churches

Beautiful frescoes

29

Legnano people’s victoryover the emperor Federico Il Barbarossa is rememberedevery last Sunday of Maywith an historical parade and a horse race

The dresses for the Palio are hand crafted

re-creating precise medievalstyle and can be seen at

each Contrada’sheadquarters on request

30Palio di Legnano:

Former foundry

Franco Tosi will host a

library and the

Labour Museum

Theatre Galleria in

Legnano city

centre is a

historical theatre,

movie theatre and

conference

centre The Monument

to Alberto da

Guissano is a

memento of

the 1176 Battle

of Legnano

31

Sports in Legnano:

The 5 Mulini running race runs around five historicalmills in Legnano since

1933

Parco Ticino offersrunners multiple

choice of paths and challenges in a

beautiful and healthyenvironment

Legnano is famous for its bicycle brand,

founded in 1902, and the biking team going by the same

name

32

Final Conclusions:33

1) “Home of Delegations”: The re-use of available

structures results in an increased capacity of

approximately 200 beds in the short term which could be

used to host some of the delegations coming to Expo for

work.

2) “Restructuring & Conversion”: In the long term, theAlto Milanese Area could profit from Expo and start a

programme of conversion of disused structures and green

areas.

3) “B&B proposal”: Volume Zero could enhance the

cooperation between local administrations and private

citizens resulting in the creation of new economic

resources for the territory.