Medoc_Reality_for_the_future

[ Mediterranean_Occidental ]a r e a l i t y f o r t h e f u t u r e

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S e v i l l a • M á l a g a • B a r c e l o n a • M a r s e i l l e • L y o n • G e n o v a

[ Mediterranean_Occidental ]a r e a l i t y f o r t h e f u t u r e

This publication has been co-financed

by the European Commission in the framework

of Interreg IIIB-MEDOCC

Produced by

Sevilla GlobalAgencia Urbana de Promoción Económica del

Ayuntamiento de Sevilla

Edited by

Sevilla GlobalAgencia Urbana de Promoción Económica

SEVILLA CITY COUNCIL

Pabellón de Italia, 3ª plta. Isla de la Cartuja

41092 Sevilla

Tlf: +34 95 446 75 55

[email protected]

www.sevillaglobal.es

Texts and Graphs

Fundación Metropoli. Sevilla Global. C2M Partners

Printed and Designed by

Imagénesis

Photos Marseille

Pascal Delcey

CONTENT

1. THE C2M NETWORK: COOPERATION OF MEDITERRANEAN METROPOLIS . . . . . . . . . . . . . . . . . . . . . . . . . 05

2. POLYCENTRIC DEVELOPMENT AND URBAN SYSTEMS IN THE MEDITERRANEAN . . . . . . . . . . . . . . . . . . . . 09

3. MEDOCC AS A NEW EUROPEAN INTEGRATION ZONE . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13

4. CLUSTERS OF EXCELLENCE IN MEDOCC METROPOLIS

Sevilla . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26

Málaga . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 38

Barcelona . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 50

Marseille . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 62

Lyon . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 76

Genova . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 90

5. MEDOCC AS A COMPETITIVE BUSINESS REGION. CONCLUSSIONS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .106

6. MEDOCC CITIES BUSINESS CONTACTS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .117

THE C2M NETWORK:COOPERATION

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1.

The Mediterranean Occidental (MEDOCC) region is one of the most dynamic

and fastest-growing areas, both in population and economic growth in the

European Union. Over for this reason, the C2M [Mediterranean Metropolis

Cooperation] Project was conceived within the Interreg III–B EU Initiative to

promote greater synergy and cooperation amongst the cities within MEDOCC.

OF MEDITERRANEANMETROPOLIS

General Objectives of the C2M Project are to:

:: Create, by strengthening cooperation between its cities,

the conditions to reinforce the competitiveness of the

MEDOCC region, especially the capacity to have a

coherent metropolitan strategy.

:: Work towards the objectives of ESDP (European Spatial

Development Perspective) to create a balanced and

polycentric urban system, especially the vision for new

EU "Integration Zones" to complement and interact with

major European and global decision-making centres.

In addition, the C2M Project seeks to:

a. Support the interchange of experiences and knowledge

pertaining to major economic functions among the

participating metropolis.

b. Analyse and share the findings of the strengths and

weakness of MEDOCC in comparison with the other

major European areas.

c. Create a permanent platform of cooperation among the

major metropolis of MEDOCC.

d. Promote MEDOCC region as a business places

worldwide.

The major metropolis of MEDOCC are participating in the C2M

platform: Sevilla (leading the work on city marketing),

Marseille, Barcelona, Genova, Lyon and Málaga. Sevilla is

represented by Sevilla Global, the Urban Agency for Economic

Development.

6[ Mediterranean_Occidental ] a r e a l i t y f o r t h e f u t u r e

:: Barcelona: Technopolization in the Global Economy

:: Genova: Culture and Knowledge as Factors for Location

and Economic Growth

:: Lyon: Airport Strategies and Systems

:: Marseille: Accessibility and Transport Infrastructures

:: Málaga: Integration of Port and City

In the case of Sevilla, SEVILLA GLOBAL developed the Pilot

Project Creating Competitive Business Places. The objective of

this Pilot Project is to review the urban strategies the

MEDOCC metropolis are adopting in order to position

themselves -individually as cities and jointly as a region- as an

attractive node for the global economy.

The Sevilla Pilot Project focuses on the projects and initiatives

that impact the physical form and urban quality of Sevilla,

Barcelona, Genova, Lyon, Málaga and Marseille. The project

identifies the urban factors make the MEDOCC cities attractive

as a "Business Places", and reviews urban initiatives or

policies that MEDOCC cities can undertake to sustain their

attractiveness.

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2.

POLYCENTRICDEVELOPMENT

AND URBAN_

_SYSTEMS IN THEMEDITERRANEAN

The difference in the levels of economic competitiveness

between the centre of the EU and the peripheral areas remain

significant. With the globalisation of the economy, the regions

which offer the best competitive advantages will be the winners.

Right now, the geography of Europe remains the very

polarized "centre/periphery" model with the centre symbolised

by the "Pentagon" formed by London-Paris-Milan-Munich-

Hamburg. The persistence of imbalances in the levels of

competitiveness would reinforce this "centre/periphery"

model, and threaten the spatial integration of EU regions.

This is a critical issue for the EU agenda, especially with the

enlargement of the EU towards the East.

For these reasons, the European Spatial Development

Perspective (ESDP) was adopted in 1999 by the Informal

Council of EU Planning Ministers. The ESDP has as one of its

three main objectives, the development of a polycentric and

balanced urban system in EU territory.

10[ Mediterranean_Occidental ] a r e a l i t y f o r t h e f u t u r e[ Mediterranean_Occidental ] a r e a l i t y f o r t h e f u t u r e

TWO DIMENSIONS OFPOLYCENTRISM: GEOGRAPHICALAND FUNCTIONAL

The concept of "polycentrism" in the EU is best understood in

terms of objectives. The objective of the polycentrism is to

develop, at the European scale, urban agglomerations that

have the demographic weight and economic potential that will

enable them to interact with the decision-making centres in

Europe and the World. This is achieved by supporting the

development of several competitive economic poles in the EU

based on the existing urban grid, to complement the

"pentagon". Another objective of polycentrism is to avoid over-

concentration by spatial diffusion of urban develop at different

levels: continental, national, regional and local.

In its geographical dimension, polycentrism involves sub-

systems which have strong connections which reinforce their

complementarities and vice versa in a virtuous circle. These

connections can occur at the local, regional, national or

continental levels. At the regional scale, for instance MEDOCC,

this supposes the consolidation of the networks of cities

(connecting the major metropolitan cities and also connections

between these metropolis with smaller cities) and the location

of the most dynamic spaces at trans-border zones to function

like interfaces between regional systems, while ensuring

integrated transport and communication systems.

Functional polycentrism, as defined in "Construction of a

Polycentric and Balanced Development Model for the

European Territory", is the division of certain functions in order

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to encourage greater complementarities among the urban areas

of the EU. In this way, they may play a more structuring role

in achieving a greater balance between the territories and also

to reach a critical or threshold mass at the economic level.

Functional polycentrism can be applied at several scales

according to the function, and can already be seen in the

strong connectivity between poles such as London, Paris,

Brussels and the Dutch and German urban grid.

The concept of functional polycentrism has enormous

potentials in particular for the MEDOCC region, which has

undeniable historic coherence and clear functionalities.

Through Pilot Projects which evaluates the constraints and

contextual advantages of MEDOCC, the C2M Initiative is

identifying metropolitan functions that can be reinforced by

trans-national co-operation projects.

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TOWARDS POLYCENTRISM INMEDOCC

The challenge for MEDOCC lies in the persistence of trans-

national barriers that inhibit exchange and cooperation

between territorial systems over three member states (France,

Italy and Spain). While trans-national co-operation may be

difficult, though not insuperable, it is perfectly possible act at

the infra-regional level (for example, Marseille – Nice) or

interregional of proximity (for example, Lyon – Marseille). C2M

Pilot Projects are comparing how and where these integrations

are taking place and in what fields.

It may be a long way towards a polycentric MEDOCC, but the

C2M initiative is making the important first steps towards

realizing this vision. In 2005 the cities of Valencia (Spain) and

Torino (Italy) has become members of the C2M platform as well.

3.MEDOCC,

A REALITY FOR THE FUTURE

EMERGENT “GLOBALINTEGRATION ZONE” IN THE EU

Stretching from Andalusia in Spain to Lazio in Italy, the

Mediterranean Occidental (MEDOCC) contains about 10% of

the population of EU25 on just 8% of the EU25 surface area.

MEDOCC is one of the most dynamic and fastest-growing

economies in the EU. From Andalusia to Lazio, the MEDOCC

space can be clearly observed on the nocturnal satellite

photograph as a soon-to-be continuous line of lights. This

nocturnal image without territorial frontiers encapsulates best

the potential and vision of MEDOCC as an emergent "Global

Integration Zone".


ATTRACTIVE NETWORK OFMEDIUM-SIZED METRO AREAS

Of the 30 largest cities in the world, only two (London and

Paris) are located in Europe. Like the rest of the EU, cities in

MEDOCC are not big agglomerations. Indeed, MEDOCC can be

characterised as a network of medium-sized cities and metro

areas. The MEDOCC cities have maintained many of their

traditions, idiosyncrasies over their history. Many of these

cities also have historical, economic and cultural links with

each other that date back centuries. The medium size of the

average MEDOCC city is a positive factor for urban

management (as opposed to mega-cities). The effective

management of the medium-sized metropolitan agglomerations

is an important competitive advantage.


Number of Research Institutions(Public and Private) participatingin the 5th PCRDT programme of the EU.

Number of Research Institutions(Public and Private) participating inthe 5th PCRDT programme of the EU.

1450 to 2345

207 to 475

518 to 960

99 to 194

20 to 97

Less than 20

DEMOGRAPHIC DYNAMISM

In new global economy, the "raw materials" are human and

intellectual resources. Although the old physical

advantages – land, access to source materials, market places, etc

– will continue to be important, the factors that will be

increasingly decisive will be talent and innovation. For these

factors, we have to depend on the supply of people. In general,

Europe is confronted with a declining demography and an ageing

population, which is hurting its competitiveness. However, the

major MEDOCC metropolis and the Mediterranean shore are

experiencing demographic growth (primarily due to immigration,

but also because of higher birth rate of recent immigrants) in

sharp contrast to the EU "Pentagon". Thus, in the short- to

medium-term, MEDOCC will have a growing pool of human

resources for economic development.

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Population in 2000 Number ofInhabitants (in thousands)

Population in 2000 Number ofInhabitants (in thousands)

More than 7000

3190 to 4700

1640 to 2860

1040 to 1420

490 to 960

80 to 460

INTELLECTUAL CAPITAL ANDINNOVATION

The presence of Universities and research centres, and the

numbers that work or study in them can point to the

availability and quality of human capital within a city. Many

MEDOCC metropolis are important university cities, so there

is a continuous investment in intellectual capital in the

MEDOCC region. In addition, the inhabitants of the MEDOCC

metropolis are also relatively well-educated compared to the

rest of the Country.

Innovation is the creation and exploitation of new ideas, and

towards this end, MEDOCC has an important network of

Science and Technology Parks: from Cartuja Technology Park

and the Andalusian Technological and Aeronautical Park

(Sevilla), the Parque Tecnológico de Andalucía (Málaga), the

Parc Cientific de Barcelona (Barcelona), the Technopôle de

Château Gombert and the Parc Scientifique et Technologique

de Marseille-Luminy (Marseille), Biopole de Lyon-Gerland and

the Domaine Scientifique de la Doua (Lyon), through the

emblematic Sofia-Antipolis (Nice), and the future Erzelli

Technology Park (Genova).


Population in 2000 (inthousands of inhabitants)

Dominant Specialisation:Types according to a hierarchicalclassification based on 13indicators.

1. Little specialisation

2. Little specialisation with few companyheadquarters3. Port

4. Airport

5. Tourism

6. University

7. Strong potential for research

8. International congresses

9. Scientific publications

10. Financial and economic activities

11. All activities

ECONOMIC COMPETITIVENESS

The 2004 World Competitiveness Yearbook (WCY) prepared by

IMD covered 60 countries and regions, including two from

MEDOCC – Catalonia (ranked 27th) and Rhone-Alpes (37th).

The WCY study considers Economic Performance, Government

Efficiency, Business Efficiency and Infrastructure.

The rankings of Catalonia and Rhone-Alpes compare very

favourably to the rankings of the three MEDOCC countries:

France (30th), Spain (31st) and Italy (51st). Indeed, Catalonia

was the 2nd ranked region after Bavaria (20th) and actually

ranked higher than the Ile de France (32nd). Within MEDOCC,

Catalonia and Rhone-Alpes (centred on Barcelona and Lyon

respectively) look likely to maintain their competitive edge.

Other MEDOCC cities are developing highly-competitive

clusters, for example Seville, the political and economic capital

of Andalusia, with aeronautical, transport and logistical sectors.[M

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Number of Headquartersof Large Companies.

*According to number and turnoverof the companies.

AIRPORTS AND AERIALTRANSPORT

With the saturation of the northern EU airspace, there are

opportunities for MEDOCC to develop more air nodes, and to

develop specific role such as "gateways" to Latin America or

Africa. Barcelona-Prat is already one of the top 10 airports in

the EU with more than 21 million passengers annually. Lyon-

Saint Exupéry, the second airport of France, is well-positioned

to be a major multimodal transport hub with excellent road and

High Speed Rail connections. Malaga’s Pablo Picasso Airport

sustained high levels of annual growth over the last decade, is

the gateway to the southern Iberian coast, as well as gateway to

North Africa. Seville’s San Pablo Airport, elarged in time for the

1992 Universal Exposition, also has excellent facilities and

ample capacity for growth, easily handling 18% more

passengers in 2004 than in the previous year and reaching the

hihgest traffic in his history with 2,6 million passengers.


Number of Passengers in 2001

Number of Passengers in 2001

More than 70

18 to 56

5 to 16

2 to 5

2,2 to 2

< 0,2


HIGH SPEED RAIL

The EU considers the creation of the High Speed Rail (HSR)

network the “sine qua non” for the territorial integration of

the Union and fundamental for objective of demographic

mobility. Today, the HSR network is fast becoming a reality

throughout Europe.

Indeed, MEDOCC is in the forefront of the HSR revolution: The

first HSR line Europe was the Rome–Florence “Directtisima”,

inaugurated in 1978, and is being upgraded to the latest

standards. In France, Paris–Lyon was the first French TGV line,

inaugurated in 1981. Similarly, Madrid–Sevilla was the first

Spanish AVE (Alta Velocidad Española) line, inaugurated in 1992.

Marseille (2001) and Barcelona (2005) are part of the HSR

network, and very soon Valencia (2007). The trans-national

Barcelona–Perpignan–Montpellier–Avignon will also be constructed.

In Italy, the HSR network is being extended to Genova. Number of cities accessiblewithin 1 day.

Number of points*207

127 to 187

150 to 169

101 to 148

50 to 98

2 to 49

*According to number of return tripsto from the city to cities inanother country.

PORTS AND MARITIMETRANSPORT

MEDOCC is characterised by its long coastline and historical

maritime traditions. This should have given rise to

possibilities for improving port infrastructure for a variety of

activities. Yet, according to European Sea Ports Organisation

(ESPO) statistics, there are three MEDOCC ports among the

top 15 EU ports in 2002: Marseille (3rd), Genova (10th) and

Algeciras, in Andalusia (14th). Similarly, MEDOCC container

ports such as Valencia (7th), Algeciras, in Andalusia (9th),

Genova (10th), Barcelona (12th), Marseille (14th) and La Spezia

(15th) are among the top 15 EU container ports.

Many MEDOCC metropolis such as Barcelona, Marseille,

Málaga and Genova are important ports-of-call for

Mediterranean cruises, and are investing in modern passenger

facilities and improving Port-City connections.

Sevilla is the unique inland commercial port of the Iberian

peninsula with a traffic of 4.9 Tm in 2003. This gives Sevilla

an unique opportunity of exploit its multimodal potencial for

logistic and manufacturing activities.

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LEISURE AND TOURISM

Leisure and Tourism are among the most important and

fastest-growing economic sectors in the World. France (1st),

Spain (2nd) and Italy (4th) are the top tourist destinations in the

World. According to data collected by the World Tourism

Organisation (WTO), nearly 170 million tourists visited these

three countries in 2002, equivalent to 24% of global tourism

of that year, and generating receipts of US$93 billion. The

three Mediterranean "C"s – climate, cuisine and culture –

attract many of these visitors to the MEDOCC space.

Many MEDOCC cities have deep experience in this sector. The

wide range of hotels and tourist facilities that Seville has for

example, exemplifies the region’s leadership in this sector.

The global cruise industry is also experiencing tremendous

growth, and is expected to reach the 10 million passenger

mark in 2004. With 15%, the Mediterranean has the second

largest cruise capacity in the world after the

Caribbean/Bahamas. Apart from improving passenger facilities,

MEDOCC metropolis such as Sevilla, Barcelona, Genova,

Málaga and Marseille are seeking out synergies with congress

facilities, the historic centres and airports, to further increase

their attractiveness and competitiveness.

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Number of touristovernight stays in 1999 (in millions).

Number of touristovernight stays in 1999 (in millions).

36 to 44

10 to 15

4 to 9

2 to 4

0,5 to 2

< 0,5

HISTORIC AND CULTURALHERITAGE

Historic and Cultural Heritage is one of the pillars of both

MEDOCC identity and economy. Indeed, the Western

Mediterranean is like a palimpsest, with the "writings" of

successive civilisations from the Phoenicians through to the

present day evident on the territory.

For this reason, Spain, France and Italy are among the

countries with more UNESCO World Heritage Sites. Of the

788 recognised by UNESCO, over 100 are located in these

three countries, of which a third are found within MEDOCC.

UNESCO sites in MEDOCC include Sevilla’s Cathedral, Alcazar

and Archives of the Indies and the impressive Doñana Natural

Park; Barcelona’s Gaudi architecture, Palau de la Música

Catalana, and Hospital de Sant Pau, Tarragona’s Poblet

Monastery and Old City; Lyon’s Historic Old City; Arle’s Roman

Ruins; Avignon’s Historic City; Portovenere–Cinque Terre on

the Ligurian Coast; etc.

MEDOCC cities are also cultural capitals: for example, Genoa

was chosen as the 2004 European City of Culture and Seville

is the World Capital of Flamenco. Barcelona (1992 Olympics)

and Seville (1992 Universal Exposition) have also proved

themselves to be very capable of organising the largest

international events.

In conclusion, it can be said that MEDOCC cities are the very

paradigm of the quality of life of southern Europe.

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Number of Cultural andTouristic Sites

*According to the number of well-known and ceremonial sites.

4. CLUSTER OFEXCELLENCE INMEDOCC METROPOLIS


Municipal Population: 710,000 inhabitants

Municipal Surface Area: 141 Km2

Metropolitan Population: 1,2 million

Metropolitan Surface Area: 655 Km2 (22 municipalities)

Main business clusters

:: New agro-food complex

:: Aerospace and Aeronautics

:: Logistics

:: Engineering and other Advanced Services

:: Information and Communication Technologies (ICT)

:: Real Estate (particularly Industrial and Commercial)

:: Tourism and Leisure

:: Specialist Retail

Located on the banks of the Guadalquivir River, Sevilla is the

largest metropolis in southern Spain. It is a political,

administrative and services centre as well as the capital city of

Andalusia, the largest of the 17 Spanish Autonomous

Communities. With 87,268km2, Andalusia is also one of the

largest EU regions, roughly the size and population of Austria.

4.1. URBAN PROFILE OF SEVILLA


Within Spanish cities, Sevilla is one of major demographic and

functional important, only to be surpassed by Madrid and

Barcelona in terms of economic influence.

The metropolitan area of Sevilla leads the regional economic

system with 15% of the population and 17.5% of the GDP.

The central city has a great vitality, concentrating 62% of the

population and 72% of the employment of the metropolitan

area. It experimented an accumulated growth of 2.8% in the

past ten years, in contrast with the negative growth

experienced by other metropolitan capitals in Spain.

It has the most important concentration of big enterprises in

Andalusia (31%) and 128 of the 6,000 biggest Spanish firms

are located in Sevilla. At present, there are 60.000 enterprises

located in Sevilla, which employ 420,000 people in the whole

metropolitan area being 300,000 just from the city of Sevilla.

COMPONENTS OF EXCELLENCEAND "WORLD CLASS ELEMENTS"OF SEVILLA

AN UNIQUE EXPERIENCE IN CULTURAL TOURISM

Sevilla has preserved its rich architectural and historic

patrimony dating back to the Roman Empire. The Old City is a

fascinating mix of Mudejar, Gothic and Renaissance styles.

Important sites include the Cathedral, the Alcazar and the

Archives of the Indies (UNESCO World Heritage Sites) and the

Roman ruins at Itálica. In addition, the city is the focus of

1 Historical areas.2 Hotels.3 Stadiums for large sporting events.4 Uniqueness and atractiveness of the overall

urban image.5 Tourism, hotels, restaurants and leisure activities.6 Network of highways and roads connecting the

city-region to other points.7 Restaurants.8 Network of railroad lines linking the city-region

with other points.9 Trade fairs and Convention centers.10 Financial services.11 External image of the city.

12 Plazas and streets as meeting places.13 Golf courses.14 Quality of the urban setting for pedestrians.15 Business and Industrial Parks.16 Science and Technology Parks.17 Telecommunications infraestructure.18 Green areas in the city.19 Quality of university education.20 Offices and business centers in the CBD.21 Quality of the city´s surroundings.22 Advantages obtained from the comparative cost

of living.23 New insurance products.

Matrix 2. Components of Excellence Sevilla

colourful cultural traditions such as the Semana Santa (Easter

Week) processions and the Feria de Abril is considered to be

the world capital of Flamenco. Together, these form the pillars

on which the tourism industry in Sevilla is based upon. In

2004, the city received over 1.5 million visitors.

THE MEDITERRANEAN PARADIGM OF QUALITY OF LIFE

Sevilla ranks consistently among the most liveable cities in

Europe. As a medium-sized metropolitan area, Sevilla has lively

neighbourhoods such as Santa Cruz and Triana, a thriving

historic centre, excellent weather (especially in winter), and a

Mediterranean lifestyle lived on the streets, plazas and green

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spaces. Sevilla boasts many excellent eating and drinking

places, and bustling nightlife. At the same time, the city is

well-managed, clean, safe, and has efficient public services.

Along the year a full agenda of festivals in music, opera,

theatre, dance, flamenco and cinema is scheduled in the local

network of scenic venues.

FACILITIES FOR ECONOMIC ACTIVITIES

For a city of its size, Sevilla is endowed with excellent facilities

for the development of economic activities. The city has

Technological Parks and Congress/Exposition Centres as well as

a wide variety of Hotels, Office and Business Services, Research

Centers and Universities. Most businesses are included in the

service sector, but the Sevilla economy also houses powerful

clusters in agro food processing, automotive and aeronautics.

The city has supporting amenities and facilities such as Banks

and Commercial Centres. More than 1, 000 local and

international firms in advanced business consultancy are

operating from Sevilla. In addition, as administrative capital, the

offices of public agencies and institutions related to economic

activities are located in the city.

SEVILLA: AN INTERNATIONAL BRAND

Sevilla is one of Spain’s most well-known cities outside the

country, and encapsulates the most emblematic images of

Spain such as flamenco music and dance, together with the

religious feast days. The 1992 Universal Exhibition [EXPO’92]

was a unique opportunity for Sevilla to present an image of a

forward-looking and innovative city that has remained faithful

to its roots. Just in 2004 the city hosted two significant world

events in sports: the Golf World Cup and the Davis Cup Final.

That Sevilla already possesses this very positive and highly

recognised exterior image is an excellent basis to open up the

city as an attractive business place.


CARTUJA ISLAND: THE UNIQUE URBAN TECHNOLOGY

PARK IN EUROPE

The Scientific and Technological Park, Cartuja 93, is already one of

the fundamental axis of the technological development of

Andalusia. This urban Technology Park is unique in Europe

because is perfectly integrated in the city, within 500 meters from

the historic centre and a 500,000m2 plot area. It is equipped with

the most advanced infrastructures and houses 245 companies

(biotechnology, food and agricultural, applied engineering,

environment, health technologies, telecommunications and

computer science), investigation and development centers together

with university and vocational centers.

Cartuja 93 produced 1,258 million euros of annual revenue

and it has become, with 9,000 workers, the first techno park

in Spain in terms of employment.

Cartuja Technology Park

STRONG CONCENTRATION OF STRATEGIC

INVESTMENT PROJECTS

Sevilla is nowadays developing several important projects like:

:: Construction of the underground, whose first line will

link the city center with the most important peripheral

areas and universities. It is planned to finish in 2006.

:: Enlargement of the port: new lock and new transport and

logistic center.

:: Creation of a new technology park, with a predicted

extension of 455.000 m2.

:: Industrial Land Revitalisation Plan.

:: Strategic Plan Sevilla 2010: global plan for all the

actions and investments to be developed in the city.

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:: Aeropolis: Aeronautical Technology Park, where all the

auxiliary firms are planned to be concentrated.

:: Production and assembly of the AIRBUS A400M and the

construction of a new plant of EADS-CASA.

:: SE40: New ring road which will improve the connectivity

of the metropolitan area.

:: Enlargement of the Convention Center [FIBES], to

consolidate definitively Sevilla as a "City of congress".

:: Approval in 2004 of the new Urban Land Planning.


URBAN FACTORS THAT MAKESEVILLA ATTRACTIVE AS A"BUSINESS PLACE"

QUALITY OF SPACE AND LIFE

For a medium-sized metropolitan area [in a range similar to

Amsterdam or Brussels], Sevilla has a very attractive

combination of high-quality urban spaces and its world

recognized quality of life. The city is sized enough not be

overwhelming, and at the same time has vibrant supply of

cultural, leisure and commercial options. The Historic Centre

and the traditional neighbourhoods in the city exhibit

tremendous vitality. These are authentic "fusion places" where

one can live, work and play, and are the places where the

emerging "Creative Class" gravitate to. The area surrounding

the city also offers leisure options and high life standards that

improve the attractiveness of Sevilla for potential investments.

Three world class locations

1) Cartuja 93. Scientific and Technological Park

2) Aerópolis. Technological and Aeronautical Park

3) High Speed Train Terminal

1

3

2

URBAN FACILITIES AND INFRASTRUCTURES

Sevilla has excellent urban infrastructure and facilities, and

this is another important factor of its attractiveness as a

"Business Place". Sevilla enjoys good internal and external

transport links. The High Speed AVE trains connecting Sevilla

with Madrid have been in operation since 1992. A new

terminal designed by architect Rafael Moneo in the Sevilla

San Pablo Airport was inaugurated for the 1992 Universal

Exposition and is poised to find a renewed role with the

adjacent Aeronautical Technology Park and the new assembly

plant of the aeronautic European consortium EADS-CASA,

while the new metro is already under construction. The

highway system has kept pace with the economic development

of the city. Traffic on the SE-30 ring road is generally smooth-

flowing, while SE-40 has already been planned. The city is

LOCATION AND CAPITAL STATUS

Sevilla is the largest city in the south of Spain, where it is also

the capital of Andalusia. Historically, its location on the banks

of the Guadalquivir River helped it to be an important staging

post for trade with America. Today, as capital of the

autonomous region, it is the location of important public

institutions and agencies.

Sevilla enjoys a privileged position. It is connected to Madrid

in two and a half hours via High Speed Train. The road and

railway infrastructure as well as the international airport and

an important commercial port, make Sevilla highly accessible.

(Besides, a very important highway network connects Sevilla

with the other Andalusian cities). Sevilla’s geo-strategic

situation at the confluence of the Mediterranean and Atlantic

Arcs also opens up tremendous possibilities for the city to be a

first class logistical node in the southwest Europe.


the universities to obtain a qualified workforce. One of the

reasons for the implantation of the Aeronautical Technology

Park was the existence of a cluster of aeronautical companies

in Sevilla. A new faculty of Aeronautical Engineering has been

set up, and will provide well-trained professionals for the

industry.

Two well-Known Business Schools operate in the city: San

Telmo International Institute and EOI (School of Industrial

Organisation).

well-equipped with other infrastructure such as those for

sports and leisure: two top level football teams and the so-

called Olympic stadium are among the world class facilities,

and the large green spaces in the city such as the historic

Maria Luisa Park and the Alamillo Park.

HUMAN AND INTELLECTUAL RESOURCES

Sevilla is committed to the development of human resources

for its economic needs. The University of Sevilla is the second

largest public university in Spain, with over 70,000 students.

In addition there are three other public institutions:

Universidad Pablo de Olavide, Universidad Internacional

Menéndez Pelayo, and the Universidad Internacional de

Andalucía. The Cartuja 93 Technology Park works closely with

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SEVILLA, YOUR PLACE IN THEBUSINESS WORLD

In the current panorama of global scale inter-city competition

in which cities play an increasingly significant role on all

decision-making levels (social, economic, political, cultural,

and so forth), the city of Sevilla is in a privileged position to

play its hand on a revamped playing table, where some of its

cards have yet to be laid on.

Sevilla’s outstanding geographical location between the Atlantic

Ocean and the Mediterranean Sea has made it a natural and

historical nexus between Africa and Europe and between

Europe and Latin America. This has been further enhanced by

Sevilla’s contribution to the European urban network, in which

a large part of the Old-New World economic and human

dynamism resides. In this sense, Sevilla rubs shoulders with

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Beyond regional and national scales (in which Sevilla’s high

standing goes without saying), an equally important

consideration providing insight into Sevilla’s new role in

society lies in our progressively metropolitan concept of the

World. Because of this new framework, 21st century Sevilla

must be construed within a context of diverse productive and

cultural hues that define metropolization. It must be

conceived of as an area that, among other signs of vibrant

economic and production activity, spans over 20

municipalities with one million inhabitants and 70,000

business establishments generating over 420,000 jobs. Even

in a context of suburbanisation and demographic shift to the

outskirts, the city of Sevilla maintains a remarkable

demographic and productive vigour with no sign of letting up:

62% of the population in the metro area lives within the city

limits in which 63% of the metropolitan area’s production

takes place.

To specifically address its competitiveness, a list, although not

complete, of the comparative and competitive advantages can

serve as a guideline. At present, Sevilla provides a series of

features that render it a particularly attractive enclave for

investment and the development of economic activities, the

most outstanding of which are listed below:

:: A youthful population with a high degree of technical

and professional qualification, in which the 20 to 40

year-old age group is the most numerous.

:: A surrounding region which has undergone a spectacular

social and economic rise in the last 15 years; creating,

modernising and fully exploiting its infrastructures and

installations and adapting them to the very highest

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:: An urban economy with a significant potential for

growth, especially in fields relating to technological and

business innovation.

:: Highly competitive operating and investment costs for an

area located within the OECD-European Union, in

addition to completely developed local institutional

structures at the service of business and investors.

:: Excellent conditions of accessibility and networking

guaranteed through new infrastructures and by the city’s

location within important intercontinental transport

routes (the first high speed train in Spain was the

Sevilla-Madrid line).

:: An urban area free of the congestion problems that are

typical of large European cities, which translates into a

perfect combination of quality of life and business

environment.

:: A city with a proven organisational capacity for global

events including: Expo ’92, the 1999 World Athletics

Championships, the 2003 Sevilla EU Summit and the

Final of the 2004 Davis Cup.

:: An urban economy open to the world, with international

aspirations and an historic global vocation.

FIBES - Convention Center


In this sense, the productive profile of Sevilla is ready to take

up the challenges of the new Knowledge economy. Its growing

GDP, above Spain’s national average, and a restrained

consumer price index, has set a positive trend that Sevilla’s

economy has followed since 1995 and which has intensified in

recent years. This trend is driven by a highly diversified

industrial sector with a marked potential for growth, by the

strengthening of the city’s role as an important Southern

European commercial and business centre, by the consolidation

of the Sevilla-Tecnópolis scientific technological park into an

important activity centre for business and innovation, by the

vitality of a tourism industry that, apart from short-term swings

and in comparison with other traditional destination markets, is

in excellent shape, and by the strong growth of the building

and public works sectors.

The transport industry sector has a great importance for the

metropolitan area of Sevilla. Integrated here are the naval

construction industry with a long-standing tradition, the

automobile industry and especially the sector with the greatest

future projections: the aeronautical industry.

The recent appointment of Sevilla as the site of the assembly

of the Airbus A400M has made the city an important world

reference within the aeronautical field. A specialized industrial

park is being created in the metropolitan municipality of La

Rinconada, where major production and supply companies are

being located.

Airbus A400M


Thus, the productive shape of Sevilla can by characterised by

the following basic features:

:: Sevilla is, above all, an important services centre (65%

GDP), with an outstanding position in the public services

subsectors- reflecting the directional function of the city

within the region-, commercial activities, tourism, financial

and business services and those related to new technologies.

:: At the same time, Sevilla is a highly diversified first-rate

industrial centre, with wide potential for growth.

Particularly significant are the aeronautical industries,

the energy and chemical sectors, basic metals

industries, agro-food and biotechnology industry and in

general, the manufacture of transport materials.

:: Sevilla has a privileged position and has become a

meeting point for two of the basic axis for the

development of the European Union: the Mediterranean

and the Atlantic Axis, and it plays an essential role in

the relations with the Maghreb countries, as a link

between two continents: Europe and Africa.

To all of the above we must add the renowned quality of life

of Sevilla: its history full of world-class references to culture

and art, its Mediterranean climate, the traditional hospitality

and cosmopolitan openness of Sevillians, together with a long

list of other features, we can conclude that Sevilla offers a

full guarantee of success in investment and in developing

business projects.

Without any doubt, it’s an excellent time to stake your bets on

Sevilla.

Airbus A380

AVE


4.2. URBAN PROFILE OF MÁLAGAMunicipal Population: 547,000 inhabitants.

Municipal Surface Area: 395 Km2.

Metropolitan Population: 912,000 inhabitants

Metropolitan Surface Area: 1,045 Km2 (26 municipalities –

Costa del Sol)

Main Economic Sectors:

:: Tourism and Services (70%)

:: Industry (10%)

:: Real Estate and Construction (10%)

:: Transport and Communications (6.5%)

:: Agriculture (3.5%)

Principal Industrial Activities:

:: Construction materials

:: Agro-food processing

:: Clothing, Footwear, ITC

The city of Málaga is the second largest in Andalusia, and is

the capital of the Province of Málaga. It is in the best

location to play a leadership role in the emerging poly-nuclear

coastal metropolis of Costa del Sol with over 800,000

inhabitants. The economy is heavily dependent upon tourism

and service industries but is also diversifying to include light

and high technology industries. Málaga and the Costa del Sol

Málaga

COMPONENTS OF EXCELLENCEAND “WORLD CLASS ELEMENTS”OF MALAGA

CITY AND MUSEUM OF PABLO PICASSO

Pablo Picasso was born in Málaga in 1881, but left the city at

the edge of ten and only returned for one brief visit. The cities

that formed him artistically were Paris and Barcelona.

Nevertheless, it is the medium-sized metro agglomeration of

Málaga that can perhaps has most to gain from its association

with the internationally recognised artist, and is dedicating

important resources to promoting this link. With the new

Picasso museum (opened in late 2003) and refurbished family

home where Picasso was born, the city has instantly been

catapulted into the Spanish cultural itinerary.

TECHNOLOGICAL PARK OF ANDALUSIA – PTA)

The Parque Tecnológico de Andalucía (PTA), located in

Campanillas (about 14km NW of Málaga City Centre) is a

state-of-the-art technological park that serves as an Andalusian

hub for research and development. It was set up in 1992 as a

result of the co-operation of several administrations, i.e., the

Junta de Andalucía, IFA, the Empresa Pública del Suelo de

Andalucía and the Ayuntamiento de Málaga. In 1995, it

became the headquarters of the International Association of

Science Parks (IASP), and in 1998, the headquarters of the

Spanish Association of Science Parks.


do not lack "quality of life", as evinced by the thousands of

Spaniards and specially other Europeans who come to visit

and to stay, and by the runaway growth of coastal

communities over the last twenty years (35% in the city,

150% in the Metropolitan Area).

1 Science and Techonology parks.2 Trade Fairs and Convention centers.3 Location within the international context.4 Golf courses.5 Financial services.6 Airports.7 Maritime, riverfront or other water-related

esplanades.8 Consulting services.9 Quality of the city´s surroundings.10 Tourism, hotels, restaurants and leisure activities.

11 Restaurants. (quality and variety)12 Economic leadership.13 Capacity of the city to compete at the

international level.14 Business climate.15 External image of the city.16 Availability of technology.17 Desing and artistic creation.18 Software design.

Matrix 2. Components of Excellence Málaga


CLIMATE AND LIGHT / LOCATION ON THE COSTA DEL SOL

The Mediterranean climate that Málaga enjoys is one of the

major reasons for the growing number of (especially British

and German) tourists and long-term residents in the area. With

the mild climate, it was possible to maintain open-air

activities for many months of the year. The city of Málaga is

located in the centre of the 150km coastal zone that has

come to be known as the Costa del Sol, which has 1 million

residents as well as large numbers of semi-permanent

residents and tourists. This central location has strengthened

Málaga’s pre-eminence on the Costa del Sol.

PABLO PICASSO INTERNATIONAL AIRPORT

Málaga’s airport is the fourth busiest in Spain, after Madrid,

Barcelona and Palma de Mallorca, and certainly the most

important in southern Spain. In 2002, the airport registered

over 10 million passengers, of which over 7 million arrived on

international flights. The airport is connected to 16 Spanish

cities and over 60 European cities by a variety of airlines

(regular, low-cost and charters) and is the fastest growing in

Spain, an average of 7% over the last decade. When the

current expansion project is completed in 2007, there will be

a new terminal building and ancillary facilities, and the airport

will have capacity for 20 million passengers annually. The

airport will also have new access roads and (eventually) a

commuter rail line to link it to the High Speed Rail station.

The Airport forms part of the so-called "Triángulo Productivo"

(Airport – Tech Park – and University) and is clearly a key

infrastructure for the city’s aspirations to be an open and

connected city.

HISTORIC AND ARCHITECTURAL PATRIMONY

Málaga has a number of important historic sites dating back to

Roman, Moorish and Roman origins. The historical and

architectural heritage took on new value with the growth of

tourism since the 1960’s, and is recognised is an important

component for Málaga’s economy and its differentiation with

other urban centres in the Costa del Sol. The revitalization of

the historic core of Málaga is perhaps the best success story

for the city. The second phase is still on-going, but the area is

already very pleasant and well-used. With close proximity to

the port, the Alameda Principal, Paseo del Parque, Alcazaba

etc, the Historic Centre is a strategic node of activities. The

Historic Centre is almost completely pedestrianised, with

underground parking at strategic locations. Its plazas have

recovered their roles as "meeting places" and no longer subject

to the tyranny of the car.

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ATTRACTION AND CAPACITY FOR TOURISM

In the four decades since the tourist "boom" began, Málaga

has developed excellent infrastructure and services oriented

towards tourism, the most important economic sector for the

Metropolitan Area. Málaga is the transport gateway to the

Costa del Sol, which draws millions of short- and long-term

visitors each year that arrive by air, land or sea. The tourism

industry can be a fickle industry, and the city is aware of the

dangers of overdependence on tourism, and of the need to

meet changing trends and tourist profile. To this end, the city

has begun diversifying its economy, investing in education and

new technologies. Urban improvements within the Historic

Centre, the creation of an "Urban Port" and the new cultural

facilities (such as the Picasso Museum, Contemporary Art

Museum, Congress Centre) help generate "buzz" and renewed

interest in the city.


URBAN FACTORS THAT MAKEMALAGA ATTRACTIVE AS A“BUSINESS PLACE”

Málaga and the Costa del Sol do not lack "quality of life", as

evinced by the thousands of locals and Europeans who come

to visit and to stay, and by the runaway growth of coastal

communities over the last forty years such as Marbella,

Torremolinos, Fuengirola amongst many others. As provincial

capital, Málaga is in the best location to play a leadership role

in the emerging linear metropolis of over nearly 1 million

residents and visitors (Málaga Municipality has about 550,000

inhabitants). Indeed, Málaga in the right direction of

improving its "Quality of Place" and to position the region as

much more than a place to enjoy life.

INFRASTRUCTURE FOR ECONOMIC ACTIVITIES

The recently inaugurated Palacio de Feria y Congresos, located

between the airport and the city, is the latest addition to

Málaga’s cluster of economic/cultural facilities that improve

Málaga’s attractiveness for business. In recent years, Málaga

has been steadily creating and upgrading its economic

infrastructure: technology park, commercial and office

developments, advanced business services etc.

Three world class elements

1.) High Speed Train Station Quartier

2.) Historic Centre regeneration

3.) 'Málaga Port' Special Plan


INFRASTRUCTURE FOR TOURISM ACTIVITIES

Málaga has begun to move its economy away from over-

dependence on tourism. Nevertheless, maintaining and

improving tourism infrastructure continue to be a major

priority. By developing infrastructure that meets both the

needs of the tourism sector and (much more importantly) the

needs of its own citizens, such as airport, metro, historical

centre, Málaga is positioning itself to be much more than a

holiday destination.

TECHNOLOGICAL PARK OF ANDALUSIA – PTA

The PTA is a well-planned science and technology park, with

broad streets, lakes and parks, and is an important component

of the Metropolitan Málaga’s economic attractiveness and

generator of quality employment. Located away from the city

centre, the Málaga Metro (currently under construction) will

connect the PTA with the University of Málaga, the City Centre

and the Airport.

TRANSPORT AND LOGISTICS INFRASTRUCTURE

The incipient arrival of the high speed AVE (Alta Velocidad

Española) trains to Málaga is likely to have significant impact

on travel habits, if the experience of Sevilla is anything to go

by, generating more trips. Travel time between Madrid and

Málaga will be reduced from 4h10m to 2h20m. In addition, a

major urban opportunity will arise with the imminent

redevelopment of the area around the railway station

precipitated by the arrival of the AVE (below ground, thus

freeing a large swath of land) into an area of "new centrality"

for Málaga.

Similarly, the well-connected and efficient Pablo Picasso

airport will continue to be an important factor of attraction.

The linear configuration of the coastal towns in Metropolitan

area facilitates the easy connection via rail and road.

Technological Park of Andalusia

The rapid growth of the city has practically duplicated its

population from 1960 with 250.000 inhabitants to 503.000

in 1980. Today the city of Málaga has a population of

approximately 550.000, being the 6th biggest city of Spain

considering the population.


MÁLAGA, A DYNAMIC CITY

LOCATION

The city of Málaga is located in the southern region of Spain,

Andalusia. It’s the capital city of the province of Málaga, and

faces the Mediterranean Sea to the south, and has a

significant mountain chain at its shoulders, towards the north.

AREA AND POPULATION

In the last few years, Málaga has transformed into a central

area of the metropolitan region, where we can pinpoint the

actual population growth.

Area Population Density

[km2] [thousand pers.] [pers./km2]

Metropolitan area 1.045 912 873

Administrative boundary 395 547 1.385

Inner City 58,5 510 8.718

QUALITY OF LIFE.

Thanks to its gentle climate, with 320 days of sun a year, the

region of Málaga has for years been an ideal holiday spot.

Apart from its broad beaches, there are magnificent tourist

facilities, hotels and restaurants - as well as sporting

installations and entertainment spots, which are continually

being improved.

The costal line of the region called “Costa del Sol”, is one of

World's premier tourist destinations, being the capital of this

region Málaga receives a vast amount of tourists each year,

mainly of European origin. Also of great importance is the

residential tourism at Costa del Sol, currently the total

inhabitants of this area extends to one and half a million.


The estimations for the coming years are counting on a

significant population growth, reaching approximately

600.000 persons for the year 2010.

1990 2003 Estimation: 2010

[thousand pers.] [thousand pers.] [thousand pers.]

Metropolitan region 830 912 1100

Administrative boundary 522 547 600

Inner City 493 510 521

The capital, Málaga, is a maritime city rich in culture; first it

was a Phoenician colony and later it came under the control of

the Greeks, Carthaginians, Visigoths, Arabs and Christians.

Part of the city's attraction is that of its intriguing layout

which makes it particularly appealing for exploring. There are

endless narrow streets and historic buildings, many of which

have been rehabilitated respecting their original colour scheme

and building structure. In order to increase the urban mobility

a number of parking spaces have been placed at strategic

points in the surroundings of the historic centre, in the same

time as various streets, among others the central Larios Street,

have been prepared to only allow pedestrian traffic.

The historic city centre offers a variety of cultural walks

including the monumental complex of la Alcazaba and the

Castle of Gibralfaro, as well as the Roman theatre flanking the

Alcazabilla street. The latter is currently being restored and a

variety of archaeological objects are planed to be exposed in

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In fact Málaga offers a wide range of artistic and cultural

museums, among others the CAC museum –Centre for

Contemporary Art– that has registered a total of 94.000

visits after its inauguration the 17th of February 2003. The

network of middle sized and smaller museums includes

among others the Cathedral Museum, Bullfight Museum and

Municipal Museum.

In general Málaga has a significant potential for improving its

high life quality considering the mentioned revitalization of the

urban area, not to forget the newly created urban green parks

and improved transportation links, as well as the wide cultural

scene the city has to offer, including, apart from the

museums, the strikingly active street life with numerous bars

and restaurants, popular and modern festivities, music

concerts, cinemas and theatres as well as sport events.


At Plaza de la Merced the Picasso Foundation is

administrating the house were Picasso was born, which

together with the new Picasso Museum makes an impressive

artistic tour (“Circuito Picasso”) of the world famous painter.

The Picasso Museum has received 75.000 visitants, and an

additional 5000 students, during the short period of the first

two months. The Picasso Foundation also registered a 49%

increase of visitors after the inauguration of the Picasso

Museum in October 2003.

MÁLAGA, A DYNAMIC CITY

Since 1960 Málaga’s economy has been reliant almost

exclusively on the construction and the tourist service sectors.

In later years the importance of information technology and

communication sectors have become more prominent with the

construction of the Technological Park of Andalusia (PTA) and

the business activities the University of Málaga has

undertaken, encouraging business relations between students

and companies located in the Technological Park.

During the last years the city has targeted a cultural and

educational tourism, examples of which are the above

mentioned Picasso Museum and the high number of language

schools for foreigners that can be found all over the city.

In fact it is the first province in Spain counting students

studying Spanish as a foreign language, moreover the province

has the highest number of non university students of foreign

origin, counting 3,5 foreigners for each 100 students. At the

University the Erasmus-Socrates interchange program

registered as many as 400 students for the 2000/2001 period.

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Two mayor projects currently in progress are the remodelling of

the Port area and the creation of two new subway lines,

structures that undoubtedly will have a considerable impact on

the city configuration and drastically improve the accessibility

and urban mobility between different urban areas.

The remodelling of the port area propose to revitalize the

surroundings and impulse the commerce and tourist sectors,

with for example the improvement of the dock where

international cruises arrive and part to other destinations. At

the nearby “Plaza de Torrijos” the new subway are going to

facilitated the access from the port to the city and vice versa.

In short, Málaga continues to hold a prominent role merely

because of its position as a gateway to the Costa del Sol. The

infrastructure supports this with impressive new highways,

train links, expansion of its airport and remodelling of

Málaga’s maritime port. The completion of the AVE train to

Málaga will without a doubt increase the number of visitors to

the city, making Málaga interconnected with other mayor

Spanish cities like Cordoba, Sevilla and Madrid. This also

means that the travel time is drastically reduced considering

other major European destinations.


4.6. URBAN PROFILE OF BARCELONA


Municipal Population: 1.6 million inhabitants.

Municipal Surface Area: 101 Km2.

Metropolitan Population: 4.6 million inhabitants in the

metropolitan region.

Metropolitan Region Surface Area: 3,236 Km2.

Main Economic Sectors

:: Services (80%)

• Business Services

• Tourism

• Commerce

:: Industry (14%)

• New industrial economic activities (communications,

environmental services, …)

:: Construction (6%)

Barcelona is the economic, cultural and administrative capital

of Catalunya. Catalonia has a population of almost 7 million,

of which more than two-thirds live in the metropolitan region.

Barcelona is one of the most outward-looking cities in Spain

and Europe, and has been able to attract significant foreign

direct investments. The city has a very positive international

image thanks to the continuous improvement to the quality of

life and place, as well as energetic city marketing efforts.

COMPONENTS OF EXCELLENCEAND “WORLD CLASS ELEMENTS”OF BARCELONA:

STRATEGIC LOCATION AND CLIMATE

Barcelona is strategically located at the entrance to the

Iberian peninsula, which has contributed to its historic role as

crossroads of trade, ideas and transport. Catalonia is also

strategically located midway in the MEDOCC area. Within

MEDOCC, Barcelona is by far the largest city, with the busiest

airport (over 23 million passengers annually) and the busiest

cruise centre (over 550.000 pleasure cruises and more than

500.000 cruises in transit annually with more than one

million cruise passengers). Situated between the sea and the

mountains, Barcelona enjoys a sunny but mild Mediterranean

climate. There are also 5 kilometres of beaches close to

Barcelona city centre.

SCALE AND QUALITY OF URBAN SPACES AND

ARCHITECTURE

The Cerdà Plan of 1861 endowed the city with one of the

most distinctive urban order in the world. The orthogonal

Barcelona Eixample has proved to be immensely flexible,

capable of accommodating different uses from high-end

residences, commerce, religious buildings to industrial and

manufacturing uses. At the same time, it boasts a number of

architectural gems. The recent (over the last 2 decades)

improvements to the urban spaces and investments in new

quality architecture have given Barcelona a world class urban

setting unsurpassed in many ways.


1 External image of the city.2 Stadiums for large sporting events.3 Restaurants.4 Tourism, hotels, restaurants and leisure activities.5 Design and artistic creation.6 Uniqueness and attractiveness of the overall

urban image.7 Plazas and streets as meeting places.8 Overall attractiveness of the commercial facilities

available in the city.9 Water-based sports sports facilities.10 Maritime, riverfront or other water-related

esplanades.11 Hotels.

12 Urban redevelopment.13 Importance of the city-pride.14 Medicine.15 Existence of a cellective envisioning project for

the city.16 Historical areas.17 Cultural facilities and activities.18 Consulting services.19 Quality of international schools.20 Office and business in the CBD.21 Quality of the city´s surroundings.22 Commercial Port.23 Sport facilities for public use.

Matrix 2. Components of Excellence Barcelona

QUALITY OF LIFE / QUALITY OF PLACE

Partly due to its size (it is the largest MEDOCC metropolis),

Barcelona has the widest variety of cultural, sports and leisure

activities. With the easily accessible waterfront, parks, nearby

hills and the generally good weather, Barcelona residents enjoy

a high quality of life. Barcelona also has tremendous urban

Quality of Place, which is the result of two decades of careful

planning, design and implementation.

CAPACITY TO GENERATE AND LEAD SOCIAL AND

CULTURAL PROJECTS

Barcelona has a very strong sense of identity, and has

tremendous unity of vision. Without a doubt, the 1992

Olympics was a major milestone in the life of the city, not only

transforming the image of the city internally and externally,

but also bringing together its citizens in a grand collective

project. The current 2004 Forum of the Cultures is a noble

attempt to recover the 1992 spirit for a new generation. This

project demonstrates the clear capacity of the city to take on

major challenges successfully.


INTERNATIONAL IMAGE AS A DYNAMIC AND OPEN CITY

Barcelona is very outward-looking and actively engages the

exterior world. Its international image is one of dynamism and

openness. This image was given a great boost by the

widespread publicity of the city in the run-up to and during

the Barcelona Olympics of 1992, something which the city

has benefited from since. International events such as the 10th

FINA World Swimming Championships in 2003, the 10th World

Police and Firefighter Games in 2003, the Davis Cup Finals in

2000, and "The Race" (La Course du Millénaire) in 2000 are

evidence of this. The dramatic transformation of Barcelona

captured the world’s imagination and the city was able use the

tremendous "buzz" generated by the Games to market the

"Barcelona Brand". Today, Barcelona is perhaps the most

cosmopolitan city in Spain, able to showcase its design flair,

its creativity and dynamism.

URBAN FACTORS THAT MAKEBARCELONA ATTRACTIVE AS A“BUSINESS PLACE”

CENTRAL LOCATION WITHIN THE AND MEDOCC REGION

The location of Barcelona at the Spanish-French border, and

also close to Italy, is very strategic in Europe. It is the largest

city at the entrance to the Iberian peninsula, and is close to

the EU "Pentagon". Barcelona has an immediate region of

seven million inhabitants in Catalonia and over 20 million

inhabitants in its hinterland. Barcelona is also located

centrally within MEDOCC, which extends to the west towards

Sevilla, and towards the east towards Rome. In many ways,

the Barcelona-Marseille-Lyon triangle is the "centre of gravity"

for MEDOCC and it’s the economic and logistic hinge point.

UNIVERSITIES AND INTELLECTUAL CAPITAL

With seven universities and over 195,000 students, Barcelona

has the largest higher education cluster in Spain after Madrid.

In the most recent (2004) ranking of the Spanish universities

undertaken by the El Mundo newspaper, four Barcelona

universities were ranked in the top 10: Autònoma de

Barcelona (2nd), Politècnica de Catalunya (4th), Centralde

Barcelona (6th), and Pompeu Fabra (8th). These four public

universities, with a combined enrolment of 147,000, produce

well-qualified graduates to meet the needs of the Catalan

economy. The universities also undertake extensive R&D in all

fields, and maintain excellent links with industry and the

private sector. In addition, there are a number of private

universities and business schools, such as the IESE and the

ESADE, rated among the very best in the world.

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The ultimate world class location.

1. The new urban industrial space: Project 22@

1

COMBINATION OF MEDITERRANEAN LIFESTYLE AND

BUSINESS EFFICIENCY

Arising from its geographic location, Barcelona offers an

interesting combination a high-quality Mediterranean lifestyle

that is very much influenced by the climate, with lively plazas

and street life, and at the same time, the city and region’s

inhabitants are traditionally known for being enterprising and

efficient. With 16% of the population in Spain, Catalonia

generates 25% of industrial GDP, and produces or handles

28% of Spain's exports. This attractive combination of lifestyle

and efficiency had led to Catalonia and Barcelona

consolidating their strong positions as one of the top European

centres for attracting foreign investment. In 2001, Catalonia

had the second highest number of FDI project, preceded only

by Greater London.

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BISINESS CLUSTERS LINKED TO CREATIVE SECTORS

(MULTIMEDIA, DESIGN, FASHION, GRAPHIC ART.)

The structure of economic activities in Barcelona has shifted

from industry towards service activities such as like high

quality tourism, business services and other personal services.

Drawing from its traditions in art, architecture and design,

exemplified by mythical figures associated with the city such

as Gaudi, Picasso, Dali, Miro, the city has developed economic

clusters linked Graphic Art, Publishing and Design. The city

has also embraced the New Technologies, and the economic

sectors that have experienced the strongest growth in the last

few years are those related to software and multimedia, and

telecommunications.

URBAN AND NATURAL ENVIRONMENT

Barcelona has 1,000 hectares of well maintained green parks

such as the historic Ciutadella; Gaudi-designed Parc Güell;

and the exotic Jardí Costa i Llobera. In addition, a quarter of

the 8.000 hectare Parc de Callserola lie within the city

boundaries. The importance of this park's natural heritage, its

strategic location in a densely-populated zone and its values

in terms of landscape and natural beauty have led to it being

declared a protected zone. Within Barcelona Province, the

network of Natural Parks covers 12 natural spaces (100,000

hectares) within Barcelona province such as Montseny, Sant

Llorenç del Munt i l'Obac, the Guilleries-Savassona natural

park and the agricultural park of the Baix Llobregat.

Over the past two decades, thanks to the progressive

transformation of old industrial waterfront, Barcelona’s 6km of

beaches have been re-discovered as a new factor in quality of

life and have opened up new opportunities for sports, leisure

and health activities.

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THE BARCELONA OF THE 21ST CENTURY

Mediterranean. Two thousand years of history. Open to every

innovation. Welcoming, plural, diverse. A city to live and share.

The Barcelona of the 21st century is a city shaped by the '92

Olympics, a city transformed for and by the need to do justice

to that great international event, with the effort involved in

carrying through this transformation allowing the city to

overcome a series of historic disadvantages and make major

quantitative and qualitative advances in its services and its

physical fabric.

The Barcelona we see around us now, the Barcelona we enjoy

today, is a new Barcelona, Mediterranean in keeping with its

traditions, with its face to the sea and its arms open to other

cultures and peoples, giving and receiving, happy to make and

to share its riches.

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At the same time the Barcelona of the 21st century, for all its

transformations, has not severed its ties with a proud history

in which so many generations of cultural diversities have built

the firm foundations on which the innovations of modern

times have constructed an utterly unique city with a

personality that is all its own.

The Barcelona of the 21st century is a European capital of

astonishing cultural energy and a passion for progress, a city

whose day-to-day life brings together every imaginable facet of

the most diverse activities: these are the potential that has

fashioned the city's present and give it the impetus to move

forward into the future.


Barcelona has set itself a new landmark venture: to become a

fully integrated player in the new technological revolution, to

meet the challenge of the knowledge-based economy head on.

Poblenou, the main industrial centre of 19th century Spain,

stands to become one of the main economic and technological

platforms of both Barcelona and Catalonia.

The real Barcelona, as defined by the labour market with nigh

on two million jobs, and a total population of 4.3 million

inhabitants, is the sixth largest metropolitan region of Europe

in demographic terms, and exports 22.5% of the Spanish total

with respect to both industrial and non-industrial goods. The

network of towns led by Barcelona is rapidly changing the way

it looks at production: today virtually two thirds of exports are

high or top end mid-tech goods. Its future competitive edge

hinges on its ability to integrate the new information and

communication technologies and intensify third

sector/industrial knowledge dense activities. The municipality

of Barcelona acts as the hub of a polynuclear metropolitan

region and is the capital of Catalonia, an eminently urban

land. To preserve its leading role, both in economic terms and

in terms of employment, it has to focus more on knowledge

dense activities, likewise areas dense in employment.

The traditional economic/urban planning strategy of

Barcelona has always been based on the main source of

economic activity being the manufacturing sector, and thus

preserving the manufacturing industry was considered

essential when zoning the central municipality of the

metropolis. The transition from an industrial manufacturing

model to one better suited to the knowledge based economy


of today has required an in-depth review of the urban

planning classification of the old industrial areas of

Poblenou - defined as 22a areas in the Metropolitan Master

Plan of 1976. Adaptation of the regulatory framework

resulted in the Amended Metropolitan Master Plan for the

refurbishment of the industrial areas of Poblenou (MPGM),

which was passed on July 27, 2000. The plan sets forth a

series of conditions aimed at attracting and stimulating new

generation economic activities.

Such activities require centrality, good infrastructure and a

quality urban environment. The MPGM changes the face of the

urban planning classification of industrial areas, replacing the

old 22a classification with the new 22@ classification; it

regulates the use and intensity of building; establishes

incentives both for transformation and to attract @ activities -

knowledge dense activities; it establishes the new facility

classification 7@ which permits the construction of

knowledge-based infrastructure; it defines new urban planning

standards and provides for the full reurbanisation of the sector

- Special Infrastructure Plan; it establishes the duties of the

landowners and determines the forms and mechanisms of

planning- Special Plans - required to enable transformation.

In all, through the course of execution- 15-20 years - the

project will permit the construction of some 3.200.000 m2

of new and refurbished roof space for productive use, and

over between 3.500 and 4.000 new homes under the

social housing regime and will provide approximately

220.000m2 of land for new public facilities and green

spaces, as well as creating over between 100.000 and

130.000 new jobs in the area

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POLITICAL ORGANISATION

Barcelona, as a city in the Spanish state, is hierarchically

subject to the terms of the Spanish Constitution, and as the

capital of Catalonia to the principles established by The

Statute of Autonomy of Catalonia.

The Constitution, as the basic instrument guaranteeing the

democratic principles that characterize all the member states

of the European Union, was drawn up with the object of

establishing, among other things, the framework for the

consolidation of a Constitutional State that ensures the rule

of law as an expression of the will of the people, laying down

the bases that guarantee a decent quality of life for all

citizens and, above all, the establishing of a modern

democratic society.

The Autonomic Administration, by the terms of the

Constitution of 1978, is made up of each of the groups of

provinces with common historical, cultural and economic

characteristics and a historical existence that makes them

eligible for self-government and grants them full legislative

competency within their own territory.

Defined in political terms as the tier of the public

administration closest to the citizen, the municipality has a

triple link with its citizens as the representation of a territorial

constituency (or territory that represents them), of pertaining

to a given population (through the municipal census or

register) and of being included in a concrete, structured

political organization: the City Council.

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SPECIAL REGIME OF BARCELONA CITY COUNCIL

The Act of Local Regimen established a special status for the

City Council of Barcelona (together with that of Madrid).

Among other prerogatives, the Act accords these City Councils

a particular system of organization and administration that

enables them to maintain a special set of relations with the

central Government. It also bestows on the mayor certain

wider faculties by way of municipal executive commissions,

with a mixed composition of councillors and delegates; it

establishes local fiscal status and gives recognition to the

metropolitan entity through the creation of urban planning

commissions and common services of Barcelona and other

municipalities.

The new Municipal Charter will be the legal instrument within

a democratic and autonomous framework that will define the

specificity of Barcelona.



4.7. URBAN PROFILE OF MARSEILLE

Municipal Population: 980,791 inhabitants (Marseille

Provence Métropole)

Municipal Surface Area: 60 Km2 (18 municipalities)

Metropolitan Population: 1.4 million

Metropolitan Surface Area: 564 Km2


:: Construction (5.1% of labour force)

:: Industry (12.4%)

:: Commerce (14.9%)

:: Transport and Services (66%)


:: Petrochemicals

:: Iron and Steel

:: Agro-food industry

:: Electronics

:: Pharmaceuticals

:: Media (emerging)

Marseille is the capital of the Provence-Alpes-Côte d'Azur

(PACA) region comprising 6 Départements, and is the largest

city in the Département des Bouches-du-Rhône. It is the

second largest city in France (third largest metropolitan area).

It is also the largest French port and employs thousands of

people. Closely linked to the port is the petrochemical

complex of Fos sur Mer, the largest in France (30% of national

production). Other important economic activities include food

products and especially electronics (producing 25% of French

components).


COMPONENTS OF EXCELLENCEAND “WORLD CLASS ELEMENTS”OF MARSEILLE

CULTURAL INTEGRATION / COSMOPOLITAN CITY

The city of Marseille has a long history as a port, so cultural

openness is almost ingrained, and the city also has a strong

working class ethic. In recent decades, the composition and

size of the Marseille population has changed dramatically. It

has been estimated that every third resident arrived to

Marseille in the last 25 years. In addition to large numbers of

immigrants from the former French colonies in North Africa,

the city is experiencing recent growth in the number of East

Europeans. This has given Marseille a cosmopolitan character

quite unlike any other city in France. By and large, the city

considers social and ethnic diversity as something positive,

especially in the global economy, and successfully working

towards the socio-cultural integration of Marseille society.

LOCATION, HARBOUR, SEAFRONT AND NATURE

Marseille is France’s oldest city, located on the Mediterranean

coast where there are a number of "Calanques", narrow fjords

carved in the limestone massifs. The city was first established

along the sheltered Vieux Port, today an attractive marina

which has retained an air of a fishing village. The centre of

Marseille is overlooked by several hills: the Panadiere area,

and the Notre Dame de la Garde. At the Metropolitan level,

Marseille stretches along 57km of coast, from the industrial

1 Quality of health care facilities.2 Maritime, riverfront or other water-related

esplanades.3 Stadiums for large sporting events.4 Tourism, hotels, restaurants and leisure activities.5 Water-based sports sports facilities.6 Network of highways and roads connecting the

city-region to other points.7 Telecommunications infraestructure.8 Water in the city.9 Acces to recreational areas in the natural

environment.10 Network of railroad lines linking the city-region

with other points.11 Financial services.12 Commercial pot.

13 Supply and Distribution Centers.14 Facilities for the elderly.15 Level of social acceptance of immigrants.16 Importance of the city-pride.17 Restaurants.18 Airports.19 Quality of university education.20 Importance of graduate programs and university

research.21 Advantages obtained from the comparative cost

of living.22 New insurance products.23 Golf courses.24 Availability of intellectual capital.23 Consulting services.

Matrix 2. Components of Excellence Marseille

Fos-Graveleau to the west, through the Etang de Berre (an

extensive lagoon where Cezanne stayed) towards Cassis and La

Ciotat in the east, with its spectacular "Calanques", and not

forgetting the off-shore Illes du Frioul. This variety and quality

of the different landscapes and seascape constitutes a major

component of excellence for Metropolitan Marseille.

FACILITIES FOR URBAN TOURISM, EVENTS AND BUSINESS

The PACA region is France’s leading region for tourism. In

2002, 23 million hotel night-stays were registered. The city of

Marseille, as gateway to Provence, is very well-equipped with

facilities for these activities: in 2003, the city received about 3

million visitors and registered nearly 15 million night-stays in its

hotels. The same year, Marseille hosted nearly 270 conferences

and congresses, and the city is also an important cruise

destination in the Mediterranean, registering 300 sailings

(357,000 cruise visitors in 2003).In addition, nearly a third of

all pleasure boats in France are registered in the Marseille

region. The historic and cultural patrimony is an attraction for

urban and business tourism, so too the recuperation of the lively

Vieux Port and the Quartier du Panier areas.

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LOGISTICS, AEROSPACE, ENERGY AND CHEMICAL

CLUSTERS

The Marseille region has a number of economic clusters that

are of national and international importance. The logistics

cluster is based on the geographic location of Marseille and its

strong position as France’s largest port, and supported by a

dense network of highways. Marseille airport is home to

Eurocopter, the world’s largest helicopter supplier. Alcatel

Space, a leading global space systems prime contractor has an

installation in nearby Cannes. The energy and chemical

industries are clustered close to the Etang de Berre with four

major oil refining companies (Total, Esso, Shell, and BP). This

area (Fos sur Mer) is also where large metallurgy companies

such as Sollac and Ascometal.

URBAN FACTORS THAT MAKEMARSEILLE ATTRACTIVE AS A“BUSINESS PLACE”

CENTRAL LOCATION IN MEDOCC, TRANSPORT

INFRASTRUCTURE AND LOGISTIC CAPABILITIES.

Marseille is very well positioned to be the logistic and

transport node for MEDOCC. The city is located at the hinge

point of the MEDOCC region, with close and strong

connections to the rest of France (and the EU Pentagon),

Spain and Italy. The Port of Marseille is the leading

Mediterranean port in terms of total tonnage. It is third in

Europe after Rotterdam and Antwerp. The international airport

of Marseille-Provence is already the second French airport for

freight and the third for the passengers. The dense highway

network around Marseille connects the region with the rest of

France, and also with Spain and Italy. In 2001, Marseille was

connected to the growing European High Speed Rail network.

The easy accessibility and extensive logistic capabilities of the

city is a major factor of attraction.


Euromediterranée Project

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QUALITY OF LIFE / LOWER COST OF LIVING

The climate in the Provence-Alpes-Côte d'Azur (PACA) region

is very pleasant all year round, allowing for many outdoor

activities to take place. The region also has tremendous

historical and cultural patrimony. In addition, the area has a

flourishing and diverse economy, with a lot of emphasis places

on high-technology and creative industries. Marseille, as

largest city and gateway to the area, is fast becoming an

attractive place to live, to work, and to pursue leisure

activities. In addition, the cost of living in southern France is

lower than in other parts of the country, particularly Paris.


Aix-Marseille has three universities – University of Provence,

University of the Mediterranean and the Paul Cézanne

University. Together, the three institutions have an enrolment

over 70.000 students every year, of which 10% are foreign

students. The three universities have campuses located

throughout the Provence area. After Paris, Marseille is the

second centre for French research with more than 3,000

researchers (INSERM, CNRS...) and 44,000 involved in

research activities in different fields. Of especial note are the

medical sciences, ocean sciences and environmental research,

with activities linked to new technologies an emergent sector.

Another key area of human resource is in the creative

industries: 15% of French film and TV programmes are

produced in PACA area.

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TECHNOLOGY PARKS AND BUSINESS FACILITIES

Within PACA, Sofia-Antipolis is France’s best known high-tech

town. Together the 1200 companies in Sofia Antipolis employ

over 26,000 persons. Within Marseille itself, the Technopôle

de Marseille-Provence is located in the Château Gombert area,

and linked to the city centre via the Metro. It was founded in

1989 and today houses 120 high-tech companies, 5

engineering schools and two university research centres. About

6000 persons work in the Technopôle. The Parc Scientifique

et Technologique de Marseille-Luminy is linked to two

university faculties with 8,000 students and 30 research

institutes with more than 1,500 researchers.

In addition, through the ambitious Euromediterranée initiative,

Marseille is transforming itself to be the location of some of

the most innovative and creative industries. For example, the

emergent multimedia sector is clustered in Belle de Mai (near

the St Charles Train Station), France’s only multimedia node

and incubator. Other Euromediterranée projects (e.g. Cité de la

Euromediterranée and Joliette-Arenc in particular) will endow

the city with the most modern office and business facilities.

A MEETING POT LOOKING OF THEFUTURE “THE TUREET CITY: TALENT,TOLERANCE, TECHNOLOGY”.

Throughout its history – stretching over 26 centuries – Marseille

has forged its independence and openness to the world.

This freedom and openness to all Mediterranean civilizations

has made Marseille a unique city: a melting pot, site of

meetings and exchanges, a land of hospitality for peoples and

cultures from all horizons. Marseille, France’s oldest city, is a

gate of arrival and departure, where Europe meets with the

Mediterranean world. Its fate is forever linked to the

Mediterranean Region, and its history makes it a city open to

the World.


Numerous features bear witness of this exceptional destiny:

Infraestructures. Their density and quality make Marseille a

European crossroad:

:: Marseille is France and the Mediterranean largest port

(220 lines link Marseille-Fos to more than 400 ports and

serve 140 countries for the freight; 1.7 million

passengers transit through Marseille; the cruising

industry is in full expansion: 340, 000 passengers in

2003).

:: The Marseille-Provence Airport (third domestic airport for

passengers and second for the freight).

:: Telecommunications (35 international operators have

invested ¤686 millions in high speed networks, putting

Marseille in the second position in France and in the

first position for Mediterranean major cities.

:: The TGV (high speed train) which travels from Marseille

to Paris in three hours.

Internationales structures:

:: 63 foreign consulates are present in Marseille.

:: Marseille boasts the only European Union regional

bureau in France, and several top International

Organizations.

:: The Marseille “International Council” demonstrates the

will to factor in the international dimension of all the

major projects and to favor the synergy of the local

players.

:: The ANIMA programme: Network of Mediterranean

Investment Promotion Agencies since 2003.

:: In 2004, Ubifrance (Foreign Trade French Centre)

installed in Marseille its directions dedicated to

international trade.

:: The MedCoop collectif group ensures the promotion of

South-North Mediterranean cooperation.

:: The FEMISE Network (Euro-Mediterranean Forum of

Economic Research Institutes) comprises 80 members

representing 27 partners of the Barcelone process.

Animated co-jointly by the Mediterranean Institute of

Marseille and by the Economic Research Forum (Egypt),

it provides the European Commission with data and

analyses which form the dashboard for the partnership

agreements.

:: International networks.


Marseille is open to the world; bearing witness thereof are the

privileged links Marseille keeps with its twin cities, the

cooperation agreements and the alliance chaters signed with

cities from all over the world. Moreover, Marseille belongs to

several city networks: Medcitées, Eurocités, International

Association Cities and Ports. It has established special links with

major Meditarranean Cities, namely through the C2M cooperation

platform [Barcelone-Genova-Lyon-Marseille-Sevilla-Málaga].

Major international events

Marseille has demonstrated that it can host major international

sport events (The Race in 2000, the World Sailing Games in

2002, the America’s Cup preliminary races in 2004, the

Football World Cup in 1998), but also numerous international

events, forums and conferences (Mediterranean City Summit

in 1998, Twin and Allied Cities Conference in 1999, Assises

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de la Méditerranée in 2000, International Cities and Ports

Conference in 2000 and 2001, Net’Expo 2000, the first

Mediterranean B2B event dedicated to NICTs, World Med

2002, the 2003 Colloquium « Sustainable Investment in the

Mediterranean», the 2003 Euromed Convention, the work

meetings of FEMMIP in February 2004).

Marseille has also been able to develop business tourism and

in 2003, it hosted no less than 254 conventions and 80,000

participants.

Marseille’ population: A cultural mosaic

Owing to its history and identity, Marseille is symbolic of

values of understanding and closer relationships between

Peoples. « Marseille Espérance », founded in 1990, is a

remarkable example: This permanent forum for dialogue

comprises religious leaders from the main communities of

Marseille, who together with the Mayor, ensure that peace and

mutual respect prevail in the Phocean city.

MARSEILLE - LEADING MAJOR PROJECTS FOR THE

FUTURE

Marseille’ cultural, economic, urbanistic and infrastructural

development has been nothing less than dramatic. It stands as

a major Mediterranean metropole, the strategy of which fits

within a regional policy.

The City ‘’Grand Projet’’

This project comprises several aspects: creation of a free-trade

zone, a strong policy to improve the image, the rehabilitation

of housings and public spaces. Already, this dynamics has

translated into the opening of up-market shops and

commerces in the center of town.

With the Marseille ‘’Grand Projet Ville’’, the driver of the urban

development restructuration, public policies and private

operators work together to create the conditions that will foster

the development of the city.

Euroméditerranée, the core of Marseille’ new dynamics

The French State has confirmed the importance given to

Marseille as a major European-Mediterranean interface city;

this confidence is materialized through the Euroméditerranée

project. The first economic impacts of this long term operation

can already be felt and measured. Next to large public

development and infrastructure programmes, private housing,

business and activity programmes are being launched.

Euroméditerranée covers 310 hectares in the heart of

Marseille. This makes it France’s largest urban rehabilitation

and economic development national interest project. Since

1995, 164,000 m_ of real estate have been erected, 10,000

jobs have been created, 562 new business have moved in.

Euroméditerranée boasts almost 3 billions of public and

private investments between now and 2010, and 20,000 jobs

will be created in 15 years.


Euroméditerranée acts as ‘’development driver’’ by means of

four urban sectors:

:: The “Cité de la Méditerranée’’: Between the city and the

port, along 2.5 km of coastline there will be the

European and Mediterranean Civilization Museum, as

well as cultural, economic, leisure and recreational

facilities.

:: The ‘’Belle de Mai’’ culture and media pole, ‘’Art new

territory’’, has gained international recognition as the

contemporary creation core. The ‘’Belle de Mai’’ will be

the first and only European center where producers and

broadcasters from the audio-visual arts will work together

in the same location.

:: The business district of La Joliette will stretch up to the

future Saint-Charles multimodal pole.

:: The port ‘’silo’’ will be transformed into a 13,000m_

complex, with a theater and a panoramic restaurant.

MARSEILLE: A BOOMING METROPOLE WITH AN ECONOMIC

AND CULTURAL PRESTIGE

The economic renewal

Maritime and trading activities have always played a key role

in the history of the city. In the last decades, Marseille was hit

by industrial mutations. Its traditional industries – soap, oil,

agrofood – declined as of the 50s under the pressure of

international competition.

Today, Marseille is undergoing a transition phase. The Port of

Marseille Authority, the city largest employer, has been

restructured and modernised. Today, it ranks first in France

and third in Europe.

Several results characterise the economic progress: 72,500

businesses, a booming tertiary sector, unemployment retreating.

Marseille is the first city in France in terms of business

creation dynamics: 2,000 new companies per year since 1995,

of which 15% employ more than 200 people. Marseille has

significant advantages that justify its dynamism and growth

potential, amongst which a young employable population and

constante expansion, a real estate stock that meets the most

demanding international standards, a labor cost lower than

30% vis-à-vis Paris, high-tech NICTs infrastructures.


Marseille’ new economic dimension is expressed by diversity

and growth. The traditional industrial sectors (petrochemicals,

agrofood, logistics, fashion and clothing, nautism, culture and

tourism, microelectronics, robotics, health), are now paired

with high-tech companies (biotechnologies, photonic optics,

communication and multimedia).

70 % of the Provence Alpes Côte d’Azur Region’s exports are

organised from the Marseille region.

The South cultural capital city

Marseille enjoys an innovative cultural policy: it won the

‘’Eurocities’’ prize in Barcelona in 2003, and recently, the US

magazine Newsweek placed it among the ‘’eight new cultural

capitals of the world’’.

Marseille is an effervescent cultural melting pot which feeds on

intercultural exchanges and on colourfull events that attract

local, national and international audiences, yet it does not

pretend to specialise in ‘’elitist culture’’. In Marseille, the

cultural life keeps its popular, festive and federative dimensions.

Marseille enjoys cultural facilities which combine quality,

diversity and innovation. It develops new creative dimensions

(theaters, street art, contemporary and audiovisual art), which

fosters support to creation and access for all publics to the broad

diversity of culture. Numerous artists live and produce in

Marseille, where residence and international exchanges abound.


Several large cultural facilities are being built and will be open

between 2004 and 2010, such as the National Museum of

European and Mediterranean Civilizations, the Mediterranean

City, the Street Arts City, etc.

Top events that materialise the Mediterranean cultural

exchanges in the various domains of expression (international

conferences, concerts, festivals, etc. ), are widely appreciated

by the local public as well as the national and international

visitors, thanks to the support of internatinal media.

The ‘’Rencontres d’Averroès’’ (public discussions on

Mediterranean issues, attended by academics, researchers,

writers, etc.), the ‘’Fiesta des Suds’’, the Marseille Festival.

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MARSEILLE: A POLE OF EXCELLENCE FOR RESEARCH,

EDUCATION AND MULTIMEDIA

Marseille, second to Paris only in the domain of public

research, boasts a considerable potential: More than 2,500

researchers and 2,000 technicians and administrative

technicians within the most prestigious laboratories: CNRS,

AP-HM, INSERM, IFREMER, INRIA, CEA…This potential is

endlessly renewed thanks to the close collaboration between

universities and these major research centers (176 known

research centers, 6 federative research groups). The three

universities and the ‘’grandes écoles’’ of Marseille form the

future forces of the metropole (100,000 students).

:: Second national pole for science research in biology,

immunology, genomics, developmental biology, retro-

virology, biotechnologies, physics, mathematics and

computer sciences, chemistry, marine environment, sport

sciences, medicine, pharmaceutics, odontology…

:: Engineering sciences: France’s largest energy mechanics

:: Development of human and social sciences.

Marseille, land of innovation

Marseille and its region have opted for the new technologies

through the development of multimedia.

Marseille proposes a high performance support system for the

creation of innovative companies: nurseries, Marseille

Innovation, Incubateur Impulse, the NOVEMED technological

resources centers, CRITT (Innovation and Technological

Transfer Regional Centers) and technological centers.

Multimedia

The Belle de Mai Media Pole is the result of this strategic

innovation-driven policy: this site embodies several multimedia

and audiovisual businesses in domains such as heritage,

cultural and educative creation, economic development (Belle

de Mai multimedia nursery).

In addition to the Belle de Mai site (which is part of the

Euroméditerranée programme), numerous initiatives are taking

place in the multimedia industry, which confirm the strategic

positioning of the city in this domain:

:: The Aix-Marseille Academy has developed the Education

Multimedia Resources Observatory (Observatoire des

Ressources Multimédia en éducation), within the synergy

of the first Educational and Cultural Multimedia

launched by the Ministry of Education.

:: The international radio and television university, an NGO

which has linked with the Unesco, is attended by radio

and television channels from 23 countries in Europe,

Africa, and the Americas.

:: The Audiovisual Communication Mediterranean Center



4.8. URBAN PROFILE OF LYONMunicipal Population: 450,000 inhabitants (Ville de Lyon)


Metropolitan Population: 1.7 million (Grand Lyon)

Metropolitan Surface Area: 487 Km2 (55 municipalities)


:: Financial and Real Estate Services (20% of labour force)

:: Industry (19%)

:: Commerce (14%)

:: Transport (6%)


:: Textiles and Clothing

:: Chemicals and Plastics

:: Automobiles

:: Biotechnology and Pharmaceuticals

:: Telecommunications

:: Environmental Services

Lyon is the capital of the Rhône-Alpes region in France, a

region that is roughly the same size and population of

Denmark. With 1.7 million inhabitants, the Communauté

Urbaine de Lyon (Grand Lyon) is the second largest urban

agglomeration in the country after Paris, and also the second

business capital of France. Indeed, the 2004 World


Competitiveness Yearbook, the Rhône-Alpes region was

actually ranked higher than Ille-de-France region around Paris.

Historically, the economy of Grand Lyon is based on industry,

banking and commerce, which have maintained their

competitiveness. The new diversified economy includes

dynamic new sectors such as health and biotechnologies,

communications and information technologies, and

environmental services.

COMPONENTS OF EXCELLENCEAND “WORLD CLASS ELEMENTS”OF LYON

LOCATION AND CULTURAL PATRIMONY

The location of Lyon gives the city an inherent charm: a rocky

headland, with the confluence of two significant rivers (Saône

and Rhône). Within this geographical reality, the Romans

founded the city of Ludugnum over 2000 years ago. The two

millennia years of history have left their mark on the city of

Lyon, and in 1998 the Old City (Vieux Lyon) was placed on the

UNESCO list of World Heritage Sites in recognition of the

"continuity of urban development" and as an "exceptional

illustration of city planning over the centuries". In addition,

the city has tremendous cultural heritage, exemplified by the

internationally-known events celebrated: the annual Fête des

Lumières and the Biennale de la Danse and Biennale de d’art

Contemporain which are held on even- and odd-years

respectively. The Nuits de Fourvière is an annual summer

festival that combines the history and culture: it is held in the

Roman Amphitheatre.

QUALITY OF LIFE: GASTRONOMY AND CULTURAL

FACILITIES

The quality of life in Lyon is undisputed. The city is noted for

its excellent gastronomy, based on the quality of its local

products, including the finest Beaujolais vineyards, located to

the north of the city. The city houses more than thousand

1 Historical areas.2 Medicine.3 Biotechnology.4 Cultural facilities and activities.5 Overall attractiveness of the commercial facilities

available in the city.6 Restaurants (quality and variety).7 Quality of health care facilities.8 Telecommunications.9 Sofware design.10 Science and Technology parks.11 Outstanding natural elements in the city.12 Existence of a collective envisioning project for

the city.13 Level of diversification of the city´s economy.

14 New distribution systems and logistical activities.15 Supply and Distribution Centers.16 Design and artistic creation.17 Industries based on new technologies.18 Importance of graduate programs and university

research.19 Availability of technology.20 Research and development.21 Pedestrian and bicycle paths.22 Green areas in the city.23 Financial services.24 Network of highways and roads connecting the

city-region to other points.25 Consulting services.

Matrix 2. Components of Excellence Lyon

restaurants, and also the Institut Paul Bocuse for Hospitality

and Culinary Arts. The annual Bocuse d'Or competitions

attract the best young chefs. The city has a wealth of cultural

facilities: two top-level orchestras (Orchestre de l'Opéra

National de Lyon and the Orchestre National de Lyon); more

than 30 museums; 24 theatres (including the Opera, which

was renovated by the French architect Jean Nouvel). The city

is also home to the resurgent Olympique Lyonnais football

team, winner of the French league in 2002 and 2003.

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ECONOMIC “PÔLES D’EXCELLENCE”: BIOTECHNOLOGIES,

INFORMATICS, FASHION AND ENVIRONMENT

Lyon has a well-deserved international reputation in industry,

particularly in metallurgy-automobile and in chemicals-

parachemicals-pharmaceuticals. This industrial base

supported the emergence and expansion of new sectors such

as health- and bio-sciences, info- and communication-

technologies, fashion, and environmental services. These

emergent "poles" make up over 120,000 jobs. Both "old" and

"new" industry sectors are complemented by the services

sector, which make up a third of the total employment.

Mention must be made of the financial services as Lyon is

home to CIC-Lyonnaise de Banque and Crédit Lyonnais,

amongst the largest banks in France.

In 2003, the Rhône-Alpes region counted 900 foreign capital

companies employing more than 168,000 employees. Large

international organizations such as the International Agency

for Research on Cancer, Interpol, the World Health

Organization Office of Communicable Diseases, and the

European TV channel Euronews are also located in Lyon, as

are some forty international non-governmental organizations,

about fifteen foreign chambers of commerce and fifty

consulates demonstrates. In recent years, Lyon has hosted

major events – political, economic and sporting – such as the

G8 Summit, the UNCTAD conference, International Life

Sciences Forum, 1998 Football World Cup etc. Many of these

have been organised by Lyon-based institutions.

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CITY OF CROSSROADS: DIVERSE AND COSMOPOLITAN

Thanks to its location close to Germany, Switzerland and Italy,

and on the Paris-Marseille and Paris-Barcelona axes, Lyon is a

city of crossroads. This geographic situation, at the

intersection of the Northern and Southern Europe, makes Lyon

a particularly operational site for the international companies,

and has given the city a very open outlook and a cosmopolitan

character. Indeed, about 12% of the population of Grand Lyon

were born outside of France.


URBAN FACTORS THAT MAKE LYONATTRACTIVE AS A “BUSINESS PLACE”

EQUILIBRIUM BETWEEN ECONOMY AND ENVIRONMENT IN

A MEDIUM-SIZED METROPOLITAN AREA

Grand Lyon is the capital of one of Europe’s most competitive

regions. Yet it has managed to preserve a balance between

economic success and quality environment. On the

metropolitan level, the Grand Lyon has maintained a close

relation with nature. Parks such as Lacroix-Laval or Miribel-

Jonage are well-used for leisure or sports activities. The city

has rediscovered its rivers, and the waterfronts of Lyon are

being given back the deserved protagonism as central

elements of the city. By 2006, it will be possible to walk or

cycle along the Rhône from the Parc de la Tête d’Or to the

Parc de Gerland and along the Saône to Ile Barbe. The urban

parks and plazas of Lyon are lively spaces, and demonstrate

the capacity of the city maintain the feel and sense of a

medium-sized city even while having one of country’s most

developed economies.

THE VALUE OF LOCATION: LOGISTICS / TRANSPORT

INFRASTRUCTURE

As a consequence of its geography and topography, Lyon is a

strategic hinge of the principal European trade flows. The

large axes which structure the centre of gravity of the EU

(North-South and Rhine/Rhône Valley) converge on Lyon before

being connected to the Mediterranean Arc. For this reason, the

logistics and transport infrastructure are of the highest

importance for Lyon’s continued prosperity and attraction. The

Lyon Saint-Exupéry Airport is France’s second gateway, and

Lyon Confluence

already serves over 70 international destinations. By 2010,

the airport capacity is expected to double from the current six

million. The airport has good road and rail connections: a

rapid tramway will soon connect the airport to the city centre.

In 1981, the French high-speed TGV rail network was

inaugurated with the Lyon-Paris line. Lyon is now connected

by 30 daily trains to Paris (2 hours), Lille (3 hours), and

Brussels (3.5 hours) as well as to Marseille (1h40m) and

Montpellier (1h45m). Lyon is the only French city with two

TGV stations: Part Dieu (in the city centre) and Saint Exupéry

(at the airport) Over 12 million travellers use the TGV trains in

Lyon. Within Grand Lyon, there is a clear commitment to

public transport. Four metro lines, two tramways, two funicular

railways, six trolley buses and over 100 bus lines.

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In term of road transport, Grand Lyon is at the centre of an

impressive highway system connected to all major EU cities in

the Pentagon and MEDOCC: Brussels, Frankfurt, Paris,

Marseille and Barcelona etc. 180 million EU inhabitants live

within a one-day drive from Lyon, a tremendous market. In

addition, although Lyon is not a sea port, the Rhône is

navigable by large barges, and the Edouard Herriot river port

connects Lyon with Marseille, the largest Mediterranean port.

COMPETITIVE CLUSTERS: SCIENCE AND TECHNOLOGY PARKS

Grand Lyon has a number of "technopôles" – science and

technology clusters – located throughout agglomeration. These

are nodes of economic activities that are internationally

competitive, yet at the same time complement the other

activities within the agglomeration. Within the city of Lyon,

there is the "Biopôle" in Gerland, on the right bank of the

Rhône where it joins the Saône, an internationally

acknowledged cluster for biotechnology research and

innovation; the university cluster with the traditional social

science disciplines.

To the north-east, there are in Villeurbanne, the La Doua

cluster are universities and research centres specialising in

engineering, information and applied science; in Vaulx-en-Velin

cluster of construction, town planning and architecture formed

by the Ecole Nationale des Travaux Publics de l'Etat (ENTPE)

and the Ecole d'Architecture de Lyon. To the west, covering a

large area in Ecully, the "Lyon Ouest" area brings together

tertiary and services, and an emergent multimedia node. To the

east, towards the old Lyon-Bron airport, along Rockefeller

Avenue, there is a very strong cluster of teaching hospitals and

health companies. Nearby, in Bron and Saint-Priest, the new

"Portes des Alpes" high technology park for health,

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The University of Lyon is a consortium of thirteen institutions,

including four universities, offering a wide range of fields of

study and research. The system has a combined enrolment of

110,000 students of which 10% are post-graduate students.

The four universities are Université Claude Bernard (part of

the Villeurbanne-La Doua technopôle), Université Lumière,

Université Jean-Moulin and the Université Catholique de Lyon

(all located in the city centre). The other institutions include

the Institut National des Sciences Appliquées de Lyon (INSA

Lyon) and the Ecole National Vétérinaire de Lyon (ENV Lyon).

In addition, there are more than a hundred (public and

private) research institutes and laboratories located in Grand

Lyon. Thus, Grand Lyon is an extremely well-endowed with

human capital needed to drive the development of the city

towards new horizons.


GREATER LYONLAND OF INNOVATION AND GREATPROJECTS

With its 2.6 million inhabitants, the Lyonnais region is

situated in one of the strongest GDP European regions and is

also the 1st economic centre in France after the Parisian area.

The Lyonnais region is in full development thanks to the

vigourous and innovating industrial base to which new sectors

are bieng added: biothechnology and health, information and

communication technologies, fashion, molecular chemistry,

environment…

These assets are reinforces by the accessibility and efficient

services, a training/research centre of international level.

Lyon is also a certain way of life forged for over 2,000 years. The

beauty of its site rhyming with its hills and rivers, the presence of

nature in the very hearth of the town, the quality of its

architecture reflecting all the syles and all the different epochs

have made an extremely attractive town, recognised by UNESCO

who have classed the town in the «World Heritage List». Lyon is projecting this tradition into the future by calling upon

the greatest contemporary architects, by developing the

remarkable public spaces and lighting its buildings, a

reference point throughout the world.

The Urban Community of Lyon, or Greater Lyon, the institution

in charge of the running of the metropolis, is acquiring a

supplementary dimension by linking Lyon-Saint-Exupéry airport

to the Part-Dieu business district in the centre of Lyon, by

constructing a 3,000-seat «Palais des Congrès» at the «Cité

Internationale», by qualifying the new district of Gerland as

one of the most important Biocentres in Europe, by developing

the «Lyon-Confluence» project, by creating a new information

and communication technologies district on the banks of the

Saône River at Vaise, and by developing the Technology Park

of the «Porte des Alpes».

Moreover, this development must be made taking into account

man, today and tomorrow. This is why through all these

projects, Greater Lyon strives to invent, right from their

concept, a new type of metropolis founded on long lasting

development.

Throughout this document, you will, discover an outiline of the

multiple facets that our agglomeration can pride itself on, and

that we offer to share with you….

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CULTURE, LEISURE AND THE QUALITY OF LIFE: THE

BEAUTY AT THE HEART OF THE METROPOLIS

The Lyonnais «savoir vivre» is expressed in a tradition that

dates back to the gallo-roman epoch and the Renaissance

(XVIth century), where Lyon’s internatonional expansion leant

heavily on silk trading (the road of silk), a trade that demanded

a professionalism and also a great sensitivity to beauty. Since

then this way of life has been deployed undier multiple facets:

diverse architectural heritage classed by UNESCO, living

culture, artistic and technical museums, international level

sports teams… and not forgetting the culinary delights. The

metropolis has known how to renew its charm by launching a

vast programme destined to further highlight the beauty of

public areas: lighting up prestigious city buldings; creating

surprising squares where space, water and light mix together;

developing parks in the town centre; the biennal dance parade;

city illuminations during the December Light Festival etc.

Therefore the metropolis of Lyon offers an original way of life

which mixes beauty with the quality of life.

ECONOMY: WORLD LEADERS AND AN EXCEPTIONAL

SOURCE OF MEDIUM SIZE BUSINESSES

Historically, the metropolis of Lyon has built its strenght on

industry, trading and banking. This reality remains

extraordinarily dynamic because sectors such as textile,

chemistry and mechanical engineering having known how to

regenerate their working methods and their products to be

more competitive. These businesses have become vast

integrational groups: Rhodia, Rhône-Poulenc / Aventis, Berliet

now Renault Trucks etc. As well as these pillars of Lyonnais

economy, new expanding sectors have appeared making

certain Lyonnais enterprises amongst the world leaders. These

are the «health» industries in particular the biotechnologies

(bioMérieux…), the information and communication

technologies, the plastics (Plastic Omnium) and the

environment (Suez-Lyonnaise des Eaux, Vivendi) etc.

The metropolis is also the home of medium sized industrial

businesses (500 to 1,000 employees) of various sectors, wich

add a supplementary dynamism and innovation to the whole of

the metropolis: logistics, agricultural foodstuffs, molecular

chemistry, security services, electricity, energy, etc.

Therefore the Lyonnais region benefits from a diverse

economy, where sub-contractors large scale or specialist are

strongly installed (i.e. suppliers to automobile manufactures).

If certain sectors of the Lyonnais activities have come to the

forefront of the world, the local economy has nevertheless

remained generalised, which allows it to renew and to follow

the ever-changing market.


TRAINING AND RESEARCH: KEYS FOR THE FUTURE

Knowledge conditions development, and because of this the

metropolis of Lyon has a front line research and information

centre. The introduction of prestigious establishments such as

«Les Ecoles Normales Supérieurs de sciences et de lettres»,

the multiplication of international ties (Minerve, Euforia…),

the increase, over 10 years, by approximately a quarter in the

number of students in the 4 Lyonnais universities illustrates

this expansion of force.

This university life translates into dynamic research supported

by the presence of international organisations such as «Centre

International de Recherche sur le Cancer» and the «Laboratoire

P4» (Foundation Mérieux). The Rhône-Alpes region is the 3rd

European source of patents after London and Paris.


As well as the high level training and research tools, the

metropolis of Lyon benefits from efficient technician training

answering the short-terms needs of the industrial entreprises.

Moreover, the creation of the «Cité Scolaire Internationale»

allows a better reception of non-french speaking families

coming to work in the region.

So the enterprises are guaranted to find partners at all levels

and in all sectors.

THE GREAT PROJECTS: INTERNATIONAL AMBITION AND

QUALITY OF LIFE

For a number of years now, the metropolis of Lyon has

invested to renew the quality of the town. This action

illustrates the constant desire not to partition the different

town functions concerning the habitat, economic activity and

commerce. The metropolis of Lyon greets the third Millenium

with a group of coherent projects which will re-inforce the

innovative, economic and industrial bases, amplify the

excellent high-tech industries (biotechnology, numeric

images…) and which will assure an easy flow of movement

both to the town (airports, TGV, motorways), as well as outside

the metropolis (rapid links from the town centre to the airport,

extension and growth of the tramway and metro networks).

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This development strategy is accompanied by a desire to

maintain a good town quality within the metropolis by an

appropriate harmonisation between the parks and gardens,

cultural and leisures facilities, habitation, companies and

public transportation.

Prosperous and discrete by nature, the metropolis of Lyon

today wishes to extend its influence and to attrack, thanks to

its new assets.

EVENTS, RECEPTION FACILITIES:

UNITING WORK, LEISURE AND TOURISM

The metropolis of Lyon strengthens its position with

international shows and conferences such as the G-7 summit,

the United Nations conference on commerce and

development, the greenhouse effect conference, and the

«Pollutec» (Industry and environment) and «Lyon Mode City»

exhibitions.

This dynamism is based on the organising knowledge and two

efficient and complementary tools devoted to the business

tourism : the «Palais des Congrès» and «Eurexpo» exhibition

centres, two sites whose competitiveness will be even more

accentuated by the extension of the existing «Palais des

Congrès» and public transportation improvement. These

infrastructures both benefit from being well placed, next to or

even in the town centre, which enables the easy uniting of

work with tourism…


GATEWAY TO NORTHERN AND SOUTHERN EUROPE

The metropolis of Lyon is situated near Germany, Switzerland

and Paris. It is necessary to pass through Lyon to go to

Northern Italy, the Mediterranean and Barcelona. In this

privileged position, this site at the intersection of Northern

and Southern Europe, is in effect particularly convenient for

companies or congressmen who have at their disposition the

best infrastructures and communication tools with Europe and

the rest of the world. The two airports, linked with one of the

world’s most high performance railway system (the TGV), an

important complex of motorways, a port with a direct link to

the Mediterranean, as well as a high capacity interconnection

between the different forms of transportation, provide many

openings to the world. The metropolis of Lyon is regularly

quoted (Healey & Baker) as one of the 20 most impressive

European regional capitals for installing a company.

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GREATER LYON: A CIVIL SOCIETY INSTITUTIONAL PARTNER

The metropolis of Lyon, second economic area of France, has

put in place a global strategy, founded on great projects

designed to re-inforce the influence and the international

attraction of the town. This policy, run by Greater Lyon, rests

equally on a demand for a quality of everyday life, culture,

accessibility, family services, security, city cleansing,

environment, etc. In effect, it is this allliance of global

strategy, of long lasting development with a sense of strong

efficiency, which guaranties the success of the development of

the metropolis, as much as from an economic point of view, as

in the quality of the inhabitant’s everyday life. This Vision of a

town of the future is the fruit of a partnership with the civil

society, always attentive to practical questions. This approach

of advanced dialogues such as Millénaire III, the land rights

plan and the economic development Scheme takes place in a

method and a strategic partnership.


4.9. URBAN PROFILE OF GENOVAMunicipal Population: 632,000 inhabitants.


Metropolitan Population: 903,000 inhabitants (67

municipalities)

Metropolitan Surface Area: 1,838 Km2 (Comune di Genova)


:: Industry (22.20% of labour force)

:: Services, including Tourism and Port Activities (76.65%)

:: Agriculture, mainly Flowers (1.15%)


:: Port and Shipbuilding

:: Petrochemicals

:: Electronics and Communications.

:: Steelwork

Genova is the capital and largest city of the Liguria, one of the

twenty administrative regions in Italy. Liguria is a 450-

kilometre long, narrow and coastal arc stretching from the

French border to Tuscany, separated from adjacent regions by

the Maritime Alps and the Appenines. The coastline (the

Italian Riviera) comprises the Riviera di Ponente to the west,

characterized by coastal plains and the more rugged Riviera di

Levante to the east. The Province of Genova is the largest and


most populous of the four provinces that make up Liguria. The

most important industries are steel, engineering,

petrochemicals and ship-building. With the crisis of heavy

industries, the electronics and communications sector has

emerged strongly. The service sector is highly developed and

employs two thirds of the active population, as a result of its

role as financial centre, the port activities and auxiliary

industries (insurance, finance, road and rail transport etc), and

increasingly, tourism.

COMPONENTS OF EXCELLENCEAND “WORLD CLASS ELEMENTS”OF GENOVA

CULTURAL AND ARCHITECTURAL HERITAGE

For centuries, the city-state of Genova was one of the most

important and powerful trading, banking and maritime centre

in Europe. As an independent and wealthy city, Genova did not

physically expand out of its city walls until the 18th century.

As a result, the Città Vecchia (Old City) of Genova is one of

the most densely built in Europe, and with an extraordinary

collection of beautiful buildings such as the Cathedral of San

Lorenzo, the Palazzo Ducale, the richly decorated churches of

the Annuziata del Vastasto and of Sant’Abrogio, the medieval

church San Donato, and many Renaissance palazzi. Dozens of

museums are housed inside these former palaces. After

decades of neglect, brought on by economic decline, the city

has recognised the immense value of its cultural and

architectural patrimony. Today, the Città Vecchia is being

transformed into the "shop window" of Genova and the hub of

its tourist and creative economy.

1 Historical areas.2 Commercial port.3 Maritime, riverfront or other water-related

esplanades.4 Quality of the city´s surroundings.5 Medicine.6 Quality of university education.7 Biotechnology.8 Restaurants.9 Plazas and streets as meeting places.10 Quality and specialization of professional

services.11 Urban redevelopment.12 Existence of a collective envisioning project for

the city.

13 Importance of the city-pride.14 Quality of health care facilities.15 Education.16 Outstanding natural elements in the city.17 Tourism, hotels, restaurants and leisure activities.18 Social development and cohesion.19 Cultural facilities and activities.20 Social, cultural and professional leadership.21 Importance of graduate programs and university

research.22 Availability of technology.23 Availability of intellectual capital.24 Office and business centres in the CBD.

Matrix 2. Components of Excellence Genova

MARITIME AND INDUSTRIAL TRADITION

For a time, the Genoese naval fleets were among the most

dominant of the Mediterranean, and the Port of Genova has

never quite lost its importance as one of the major ports. After

WW II, Genova, together with Turin and Milan, formed the so-

called "Industrial Triangle". The Port of Genova was one of the

two most vital sectors of the Genoese economy during this

period. In effect, the city was the port for the factories in Turin

and Milan. State-owned heavy industries (particularly

shipbuilding and steel mills, but also energy, electro-

mechanical engineering and automation) constituted the other

crucial element. Indeed, the region was once Italy’s largest

concentration of state held heavy industry. With de-

industrialisation, Genova was forced to transform its maritime

and industrial traditions. Today, the Port of Genova is still a

top-ranked European port (2nd in the MEDOCC after Marseille,

in terms of tonnage, and after Valencia in terms of container

TEUs). The Port is also an important Mediterranean

destination for cruises, with over 600,000 cruise passengers

per year. Faced with international competition in the

construction of large vessels, Genoese shipbuilders are also

specialising in smaller coastal and leisure craft, and also

cruise liners. Sampierdarena, united to Genova in 1926, was

one of the most highly industrialised areas of the 18th and 19th

century. It was known as the "Italian Manchester"

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NEW ECONOMIC SECTORS: ELECTRONICS, ROBOTICS AND

INNOVATION

The structural changes in the global economy forced the city

to look beyond its port and heavy industries. The old model

based on large state-financed companies gave way to

technological activities connected with industrial automation,

electronics and telecommunications. Still, the industrial


tradition of the area gave rise to the development of an

electronics and high technology "special district", one of the

earliest in Europe. Today, this cluster numbers 7,500 workers

in over 150 companies. With ICT technologies as an

underlying basis, the companies cover a wide range of sectors:

from electronics to information processing, from Internet to

multimedia, and from bio-medical and bio-instrumental

technology to aerospace. Given that Italy ranks fourth in the

world in the number of robotic machines installed, robotics is

an emergent sector. Recognising the essential conditions in

Genova (excellent universities and research centres; industrial

base; availability of business and industry services; good

public support; quality of life), the Istituto Italiano di

Tecnologia (IIT) was set up 2004 in the city. The IIT aims to

be an international centre of excellence for scientific research

in advanced technology,

LOCATION AND LOCAL IDENTITY

Located on a thin coastal strip, hemmed in by mountains, the

city-state of Genova did not possess an extensive hinterland

for natural resources. Instead, capitalising on its strategic

location, Genova swiftly became a trading city, and rose to

prominence as a maritime power and banking centre. Over the

years, Genova and the Genoese gained excellent banking and

business skills as well as a reputation for being enterprising

and independent. Today, Genova is Italy's sixth largest city,

and is both cosmopolitan, and commercial. The location of

Genova continues to be strategic: it is still the country’s

largest port, and the natural outlet for Italy’s "productive

triangle". Genova also has a strategic position within MEDOCC:

its proximity and close connection to Milan make it a

MEDOCC hinge point with the EU "Pentagon".

URBAN FACTORS THAT MAKEGENOVA ATTRACTIVE AS A“BUSINESS PLACE”

REGENERATION OF THE CENTRO STORICO AND THE

PORTO ANTICO

From the second half of the 19th century, the city of Genova

expanded outside its historic walls, and began the progressive

depopulation of the historic centre, from 80,000 at the end of

the 19th century to the current 20,000. This also led a rapid

decay of economic activities, and in the 20th century, the

historical centre became more isolated from the newer parts of

the city and an elevated highway was built between the old

city and the sea. The historical centre became an extraordinary

collection of beautiful buildings but with a very poor perceived

image. The 1992 celebrations of the 500th Anniversary of

Columbus provided the perfect opportunity to initiate the

urban regeneration of the Old Harbour, relocating the modern

port facilities to the west. The project was undertaken by

Genova-born architect, Renzo Piano.

The 1992 Expo reinforced attempts to revitalise the Old Town,

and in 1999, the Piano della Citta’di Genova (Genova City

Plan) identified the Old Town as the key piece in the

positioning of Genova in the new economy, and for urban

tourism. Major events such as the 2000 Catholic Church

Jubilee, the 2001 G-8 Meeting, and Genova’s designation as

the 2004 European City of Culture have channelled financial


Two world class projects:

1.) Tunnel sotto il Porto

2.) Erzelli Tech Park

21

STRATEGIC LOCATION AND QUALITY OF SURROUNDING

LANDSCAPE

Genova is located in the geographic centre of Liguria, the

Italian Riviera. This area’s geographical position, mild climate,

turquoise waters and pleasant landscapes have made it the

attractive destination for the national and international seaside

tourism since the late 19th century. There are about 3.5

million night-stays in Liguria annually. All along the coast,

from Ventimiglia to Lerici, the development of tourism has

improved amenities and infrastructures. In the areas where

damage has been done to the environment, energetic

measures of conservation are being undertaken. As gateway

and largest city, Genova is the commercial, cultural, financial

and transport centre. By itself, the city is also an important

tourist destination, registering 1.2 million night-stays in its

wide range of hotels.

TRANSPORT AND LOGISTIC INFRASTRUCTURE

Up to about twenty years ago, the development of road and

rail communications in Liguria was hampered by the difficult

topography. With modern methods, highways improvements

have been made possible. Genova is now well served by

highways: eastwards to Livorno and westwards toward France;

inland towards Turin and towards Milan. The Port of Genova is

an important port of call for Mediterranean cruises (some

600,000 cruise tourists a year). In addition, there are about


and management resources to the recovery of the Old City.

Today, these efforts are bearing very promising first fruits. The

on-going restoration of the Old City and the new activities in

the Old Port are giving the city a new image and attractiveness

for residents, visitors and businesses.

2.8 million passengers per year on the regular ferry

connections to Sardinia, Corsica, Sicily, Barcelona and

Tunisia. The international Christopher Columbus Airport is only

seven kilometres from the Genova city centre and is connected

with principal Italian cities and European capitals.

Genova is served by two railway stations (Genova-Principe and

Genova-Brignole), and there are good rail connections with

Lombardy and Tuscany. The Milan-Genova High Speed Rail is

under consideration. Within the city, the Metro of Genova was

inaugurated in 1990 and the Line1 is nearly completed. The

Metro connects the Centro Storico with the two train stations

as well as the Cruise Terminal. Intra-Genova connectivity will

be boosted when the proposed under-harbour tunnel is

completed, allowing a section of the Sopraelevata (Elevated

Highway) dividing the Old City and the Old Harbour to be

removed, thus healing an important "urban wound" in the city.

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INFRASTRUCTURE FOR ECONOMIC ACTIVITIES (SCIENCE

PARK, CONGRESS, EDUCATION, R&D)

The city of Genova is re-positioning itself to better take

advantages of the new global economy, and has been working

to endow itself with economic infrastructure and facilities.

Indeed, the city recognises that the redevelopment of its

infrastructure is a major project for the city as it will improve

access for businesses to the richest markets. The waterfront

and the Centro Storico are being transformed, and the city is

positioning itself as an important centre for conventions with

the new Magazzini del Cotone Congress Centre, which looks

out over the waters of the Porto Antico from the Molo

Vecchio quay.

The Parco Scientifico Tecnologico della Liguria was created in

1996 by the Region of Liguria, the University of Genova and

the Ligurian Chamber of Commerce with the aim to foster

technological innovation and links between academia and

industry, for the small- and medium-size business, a

characteristic of the Italian economy. The future Erzelli

Technology Park located in the west, near the airport and close

to the Genova-Milan highway, is designed by Renzo Piano, and

promises to be an important.

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GENOVA, ONE CITY INTRANSFORMATIONThe long strip of Genova extends over 34 kilometers of coast

from west to east, in almost equal distances in both directions

along the Ligurian Sea. A sea that has had, since pre-Roman

times, a leading role in the history of Genova.

The first town settlement came about in a territory which

had seen the presence of man as far back as the first

millennium B.C. Conquered by the Romans first, Genova was

then dominated by the Byzantines, the Long bards and the

Franks; the city was also subject to naval raids by the

Saracens and Normans.

From the XI century, Genova asserted itself as one of the

great naval powers in the Mediterranean. The Genoese

markets penetrated as far as China and the Republic of

Genova progressively extended its domain over the whole of

Liguria and Corsica.

From the XIV century, the top city authority was represented

by the figure of the Doge. In 1528 the alliance between the

Doge Andrea Doria and the Spanish Emperor Charles V

witnessed the start of the so-called Golden Century of Genova.

The period was characterized by the extraordinary flourishing

of Genoese financial investments all over Europe and the

construction in the city of splendid houses and noble palaces.

The return to the French influence, following the taking of


Genova by Louis XIV in 1684, involved the Republic in the

battle of France against Austria. When the Austrian troupes

occupied the town in 1746, Genova managed to free itself and

to keep its own government until 1797 when, after the

Napoleonic interlude, it became part of the Kingdom of

Sardinia and then the Kingdom of Italy.

The great urban development and its role of maritime pole and

great industrial city were due to the renewed importance of

the port in the general picture of the new Italian Kingdom.

In the early Twentieth century, Genova was the city of metal,

mechanical and shipbuilding enterprises and a great merchant

port crossroads of Italian emigration towards the Americas.

However, after the First World War, the economical and

financial leadership gradually lessened.

The period after the Second World War registered the city's

maximum demographic expansion (850.000 inhabitants in the

'60's) but then the model of traditional industrial-port related

development of the city declined.

Today, at the start of the third Millennium, after a long phase

of economic and demographic decline, Genova – with its

630.000 inhabitants - is witnessing a period of recovery and

enormous growth of both traffic and role of the port.

In fact, once again the port is one of the most important in

the Mediterranean and the recent economic-strategic design of

the city sees Genova as not simply a port but also a tourist

and cultural city, oriented towards facilities, where more and

more frequently there is the assertion of an economy which

has a technical character too, connected to electronics and

computers, on a private level or multinational level.

A key role in the transformation of the town into a tourist city

was played by the 1992 Columbus International Exposition to

celebrate the 500th anniversary of Christopher Columbus'

discovery of America.

The site selected for the event was part of an old port, still

operational at the time, although it was eventually retired from

service and replaced by a modern port. This provided a great

opportunity to renovate a historic district of the city and, in

particular, build new, permanent installations. The famous

architect Renzo Piano carried out the renovation project.

An essential consideration was that the project had to create a

link between Genova's historical center (along the port) and

the sea. Such a link had never existed over the centuries,

having been made impossible, first, by the existence of

ramparts, then warehouses, a railroad, harbor customs barriers

and, more recently, a highway. Undertaking this project would

be tantamount to performing open-heart surgery on the city.

The challenge was two-fold: on the one hand, to transform

wharves dating from between the 17th and 20th century into

public spaces, on the other hand, to develop a very strong

relationship between the port and the old city.

In practical terms, the project entailed restoring the old buildings

along the port. However, great care was taken to ensure that

these alterations did not betray the original spirit of the

surrounding district. New constructions, such as an aquarium

and a naval derrick—a mast crane that symbolized the new

port—were built, always in harmony with the spirit of the port.

The port's link to the city was achieved by extending the

district's short streets to the waterfront: Via Del Mare, one of

the main thoroughfares of the historic district, was extended

onto a breakwater alongside the aquarium, leading up to the

center of the port.

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More than the realization of a construction or renovation plan,

the project was also a venture intended to reclaim something

of the port's glorious past. That wager seems to have been

won: this section of the city has taken on a life of its own.

In fact, from 1992 on, Genova has witnessed the flourishing

of more and more initiatives till the present role of Genova

2004, European Capital of Culture.

A role that the city is well determined to exploit by making

sure that all the benefits will not be reaped in 2004, but

rather that the work performed will guarantee that the effects

last well beyond 2004. Developing this concept means, first of

all, placing great attention on structural works, both those

directly on cultural structures as well as those that permit

their maximum enhancement.

On this point, in May 2001 an “Intent and Protocol” was

stipulated between the City of Genova and the Ministry for

Culture and Cultural Activities, where priorities for structural

interventions were identified. The comprehensive strategy for

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this program of works is based on maximizing the potential of

the cultural offering through the improvement of the museum

system and architectural patrimony, and on improving the

quality of the urban environment through better exploitation of

the city in all of its components.

The most important project for the improvement of the

museum system has just been completed in via Garibaldi, the

New Street of the sixteenth century nobility, which is one of

the most fascinating historical urban areas in Europe. Valuable

buildings, still intact today, look out onto the street. Some of

them, like Palazzo Rosso and Palazzo Bianco - owned by the

City Council, house the most important art galleries in the city

from the modern era, with period rooms and precious

furnishings.


tourists and residents alike still know little about. The

utilization of the environmental potential of the historical city

center and the reclaiming of a system of tourist itineraries can

be put together with the reclaiming of the port areas as urban

areas where facilities and qualified structures in the tourist

and cultural field can be placed.

For the year 2004, some leading themes in this process of

regeneration have been identified: from the restoration of

numerous historical buildings to the reclaiming of La Ripa

zone, the urban facade of the old city, to the consolidation of

the presence and magnetic role of the University, to the

tidying up of some tourist itineraries.

La Ripa zone is the city facade looking onto the sea, which

was built in the XII century, under orders of the Medieval City

Council, as an arcade with shops at street level and private

homes above. This zone has been well known to travelers ever

since the medieval era, due to the fact that the main access

route to the city has been, for centuries, the sea. The

buildings have undergone refurbishment over the centuries,

The project “Historical Museums Cluster”, specifically oriented

to the year 2004, has seen the organization of a new system

integrated into a “museum - street”, by means of the

completion of restoration of the Rosso and Bianco buildings,

with the expansion of the exhibition galleries to the noble floors

in Palazzo Tursi, where the City Council used to be located.

The “Historical Museums Cluster” project is part of the

strategic objectives of the City Administration in order to give

new value to the historical city center, where numerous

buildings of great architectural quality can be found in an

essentially integral setting of Medieval origins, of which

with the fronts being redone, some painted, and in the XIX

century, raising interventions. Following the nineteenth century

separation of the city from the industrial port, enforced by the

construction of the overhead road, La Ripa zone lost its

character of being an urban front, also because of the lack of

maintenance on the buildings. In view of the year 2004, a

reclaiming of the representative quality of La Ripa zone as a

unitary front by means of a co-coordinated restoration project

of the facades has been carried out, with the aim of giving an

homogenous aspect back to La Ripa zone and making the

most of the image of the city seen from the sea, in connection

with the transformation of the port areas for the setting up of

new urban facilities (Expò, Caricamento square, Darsena).

The historical city center of Genova has a large number of

historical buildings from the modern era, of great architectural

quality, which have been built in strategic areas of the dense

setting of the medieval city, following refined architectural

models. This architectural and artistic heritage is of great value

and today can be found in different conditions: some buildings

have been restored, while others are lying in a state of

precarious maintenance. The reclaiming of the buildings and

their utilization from a tourism point of view, with the creation

of itineraries for visitors, represents an extraordinary opportunity


for the city to revalue its historical center and to construct a

new image of Genova as a city of art. Several initiatives are

already underway, to increase awareness of these buildings and

to create itineraries, whilst, as an element of urban

appreciation, revamping work on the facades has been started,

following the most significant examples and in strategic places.

Genova is a city rich in historical buildings of great value,

many of which however have been underused and allowed fall

into decay. By refurbishing them, we can stop this process of

decay, emphasize the centrality of the old city, and consolidate

Genova’s emerging role as a tourist destination. A renovated

and attractive building not only improves the quality of life for

those living in it, but also enhances the surrounding

environment. Thus, refurbishment can stimulate other new

private projects in the area.

spaces offered by the Medieval sizes by means of partial

demolition and grouping together as single units. The

buildings are splendidly decorated, in the entrance-halls and

on the vaults of the stairways as well as the inner rooms, with

alfresco cycles painted by famous artists, mainly following

mythological themes, with the intention of exalting the

magnificence of the families who owned them.

Improving living conditions in the old city through the creation

of safe and attractive public spaces is another line of

intervention. Through renovation, the piazzas (squares) can

become catalysts for wider regeneration and serve once more

as spaces in which local residents can gather and meet. This

requires addressing issues of public hygiene, security,

accessibility and environmental conditions through an

approach that combines both technology and tradition.

Redeveloping a piazza so that it can once more fulfill an

important public role represents a key aspect in the

regeneration of an area. It helps to combat criminal activity

and thus aids those businesses already present in the locality

and increases the prospects for inward investment in the

renovated areas.

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A unique case is that of the Rolli buildings. The system is

made up by a group of almost 200 noble residences built as

the homes of the richest and most powerful families of the XVI

century, buildings which from 1576 were recorded in the

Registers of public homes (the so-called Rolli) to be allocated

as accommodation for the official guests of the Republic

during diplomatic visits, almost being transformed into a

public system of private homes. They were built along the

most important itineraries of the medieval city, following new

prestigious residential models, for showing off the wealth and

power of the noble families and leading to a residential system

that redefined the whole city. The buildings were conceived

following architectural models based on there being continuity

between the entrance-hall/courtyard, open gallery/stairway,

which leads to the noble floor with vaulted rooms, often with

alfresco decoration, areas skillfully obtained from the meager

Another element of upgrading the historical medieval quarter

with positive effects in terms of who frequents the area and

appreciation of the economic activities for service is the

consolidation of the presence of the University, as the

extremely positive effect of the Architecture Faculty in the

area of piazza Sarzano demonstrates.

Following these lines for intervention, the University has then

focused its attention on restructuring sites in via Balbi and at

the Albergo dei Poveri.

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But Genova has a lot to offer also outside the historic city

center. An example is the series of museums scattered

throughout the city.

Among them the Park-Museum pole in Nervi, at the eastern

end of the town. The creation of this pole responds to the

strategic objective of making the environmental and landscape

characteristics of Nervi stand out, defining the potential of the

museums, parks and of the coastal footpath, to create a place

of fun and attraction for town residents and tourists alike. It

concerns a museum pole focusing on twentieth century art

and on the regeneration of historical parks. In particular, the

Modern Art Gallery has been re-opened with a single exhibition

itinerary connecting the nineteenth century collections of

paintings and sculptures of the Frugone collection in Villa

Grimaldi with the twentieth century works, on display in Villa

Serra and with the insertion of some works from the Wolfson

collection. The project offers the visitor the possibility of

appreciating precious artistic works in an original and

extraordinary frame, with period villas inside a large eighteenth

century park, with Mediterranean and exotic plants, connected

to the spectacular rose garden at Villa Grimaldi, from where

you can pick up the magical presence of the sea.

A last resource which should not be forgotten is the presence

of suburban villas around the Medieval walled city was already

documented in the thirteenth century: the villa, in its meaning

of estate for agricultural production with holiday home,

characterizes the territory with an organization which

reproduces the alliance system existing inside the city. Thus

the suburbs were controlled by the most important families in

the city, who entrusted peasants with the cultivation of the

land, an intensive production of mixed harvests (vineyards,

vegetables), joining up with the great care that was taken of

the landscape, sorted into avenues, gardens and water games.

This refined organization of the territory continued until the

XIX century, when farm workers still used to go down into the

city every morning to sell their farm products at the bigger

markets, and was to be eliminated only when the city

developed towards the east in a residential way, and towards

the west in a manufacturing way, thus destroying the villas

and subdividing them into building lots. Thus in the city of

today, what remains of the great villas of the past is only

partial, often reduced to the house alone, and sometimes in a

state of decline: however there are still cases of villas which

have kept large green areas, which constitute a strategic

resource for the contemporary city as public parks. This is the

case of the Imperiale villa in San Fruttuoso and the Pallavicini

villa in Pegli, where the City Administration started reclaiming

interventions both on the house and on the park.


A great resource for the city is also the system of forts, a long

itinerary, today with ruins all along the XVII century walls.

These walls wound along from the Lanterna in Carignano,

along the triangular ridge of the highest mountains

surrounding the city for more than 12 km, pivoting on the

furthest northern peak of Peralto mountain. Contemporary

expansion has spared the hills beyond the walls, leaving room

therefore for a countryside trail above the city, which enables

you to enjoy a wonderful view - a country trail which will be

equipped as an urban park.

5.TOWARDS A COMPETITIVE“BUSINESS PLACE”IN MEDOCCThe successful cities and regions are able not only to attract the “Creative Class” – people who do a wide variety of work in a wide variety of industries, such

as arts/entertainment, aeronautics, architecture/real estate, computers, finance, biotechnology, etc – but they have also been able to translate their underlying

advantages into innovative economic activities, new businesses and thus fostering regional growth.

The successful cities and regions are able not only to attract

the "Creative Class" – people who do a wide variety of work in

a wide variety of industries, such as arts/entertainment,

aeronautics, architecture/real estate, computers, finance,

biotechnology, etc – but they have also been able to translate

their underlying advantages into innovative economic

activities, new businesses and thus fostering regional growth.

The challenge facing cities and regions is to identify the

"niche" of economic activities that fits the local and regional

qualities. Strategic spatial planning together with economic

development strategies are a deliberate search for these

locational qualities that are related to local and regional

cultures, despite globalisation.

FROM QUALITY OF LIFE TOQUALITY OF PLACE

The MEDOCC cities, by virtue of the mild Mediterranean

climate and way of life, and the relatively lower operational

and investment costs, already enjoy a high quality of life. This

has been the basis of the region’s attractiveness for the

tourism sector and as the EU’s "Florida" for the retirees.

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For MEDOCC to be a competitive "Business Place", it must

first be realized that jobs alone cannot attract talent. The

regions that successfully attract and retain the "Creative Class"

must offer both a range of job opportunities and a desirable

"Quality of Place." These are places that not only have "Quality

of Life" but also "Quality of Place".

"Quality of Place" is concerned with the variety and quality of

the urban amenities and natural spaces that are available and

is the key to the attraction and retention of intellectual

resources that are needed to support the range of high-

technology and creative industries. This group seeks out

authentic places of fusion, innovation and creativity where

they can live, work, play and learn. In the borderless EU

context, these intellectual resources are increasingly mobile.

This new "Creative Class" seeks out places that are diverse,

tolerant and have a critical mass of like-minded professionals.

For MEDOCC to move towards a "Quality of Place" strategy does

not mean starting from zero. The region already has many

existing place-based advantages: authentic historical centres,

an active coastline, a variety of economic facilities, as well an

open attitude towards diversity. For instance, the Quality of

Space of Sevilla, particularly in its historic centre and

neighbourhoods such as Triana, is high. These are spaces that

are attractive to visitors because they are authentic places of

local activity. Or in the other hand, also in Sevilla, the urban

scientif and tech park of Cartuja, inner city beats a perfect

construction between a place for work and a place to live in.

Thus, projects such as the recuperation of Málaga’s Historic

Centre and Barcelona’s 22@BCN are important in (re)creating

quality urban spaces towards successfully attracting and

retaining talent. However, it must not be forgotten the natural

environment is also an important part of the "Quality of Place"

and efforts are being made to recover waterfront areas (Lyon

Confluence, Barcelona’s Forum, port of Genova, the impressive

project of Euromediterranee in Marseille) and give them new

value for new activities.

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FOSTERING METROPOLITAN ANDREGIONAL COMPLEMENTARITIES

Metropolitan regions around the world have a growing

importance as engines of growth. Within the EU, regions such

as Bavaria and Catalonia are already ranked more competitive

than their respective countries. Local authorities have

jurisdiction only over their municipal limits. It is only at the

metropolitan scale that issues such as business development,

education, tourism, environmental sustainability and transport

infrastructure be resolved in a coherent way.

capitalising on the established "brand" of Sevilla, is an

example of metropolitan collaboration that should be

encouraged as it can be "win-win" situations.

The emerging sub-system of airports in Catalonia (Barcelona,

Gerona and Reus-Tarragona) with Gerona and Rues-Tarragona

meeting the requirements of "Low Cost" airlines is another

example of regional cooperation. Another example could be

the economic relations between Genova and Milan (one of the

axes of the ""Pentagon""), or the role of Málaga as the de facto

"capital" of the Costa del Sol.

Within MEDOCC, there is clear that there are both similarities

as well as important local and regional difference amongst the

cities in the three countries. What is clear is that this

richness, far from being a hindrance, is currenty being

fostered and that territorial coherence can develop through

complementarities. For example, given their proximity, Genova

and Lyon can play the role as "hinge points" with the

""Pentagon"". Meanwhile, Marseille and Málaga could be

"connectors" with North Africa, and Sevilla and Barcelona with

Latin America; etc.


As MEDOCC seeks to define itself as a future Global

Integration Zone, its cities need to develop greater

complementaries with one another. Instead of duplicating all

facilities and infrastructure, and competing head-to-head with

one another, such facilities could be jointly developed or

considered as a metropolitan resource.

Projects such as the Parque Tecnológico y Aeronáutico de

Andalucía (Aerópolis), which is actually located in the

municipality of La Rinconada next to the Sevilla airport, but

cities where there exists recognisably exceptional opportunities

that will make possible the development of a unique (or a

renewed) "Cluster of Excellence" capable of generating

competitive advantages, within its particular geo-political

context, towards specific objectives (economic, social and/or

environmental).

Cities do not have unlimited resources, and they must choose

between focussing exclusively on solving existing urban

deficits or to reinforce its "Cluster of Excellence". A carefully

designed Strategic Project, based upon its urban components

of excellence, will position it to better meet its objectives as

well as resolve some of the deficits.

A good example is the Parque Tecnológico y Aeronáutico de

Andalucía (Aerópolis) in Sevilla. Capitalising on the

established strengths in Metropolitan Sevilla, such as logistics

infrastructure, an excellent but under-utilised airport, cluster

of auxiliary aeronautic/aerospace companies, the availability

and quality of human resources, the quality of life of the city

etc, Sevilla has embarked on an ambitious Strategic Project to

position the city as Europe’s third aeronautic/aerospace hub

(after Hamburg and Toulouse). To this end, Sevilla was able to

successfully combine resources at different levels (EU, State,

Region, Municipal).

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THE “CLUSTER OF EXCELLENCE”AS BASIS FOR STRATEGICPROJECTS

The "Cluster of Excellence" is the selective and inter-related

set of urban "Components of Excellence" within the city that

are, or have the potential to be, the basis of the city’s

competitive advantage and the key to its success. These are

the elements in the city that are especially attractive or

successful from the social, economic or environmental point of

view, particularly those that impact the physical form of the

city and the structure of the metropolitan city region.

In some cities, the "Cluster of Excellence" is already a tangible

reality. In other cases, some components of the Cluster exist

only as ideas or have yet to be invented. Then there are also

Another example is the revitalization of Málaga’s Historic

Centre was based upon its "World Class" elements such as its

location in the centre of the Costa del Sol, its architectural

heritage and tourism potential, its claim as Pablo Picasso’s

birthplace, and the port-city connection. The recovery of urban

street and squares for the pedestrian and outdoor activities has

recreated an urban heart for Málaga and strengthened its role

as de facto economic and cultural capital for the Costa del Sol

area. What are still lacking are the physical connections

between the different components of excellence (Historic

Centre, University and Parque Tecnológico de Andalucía),

which the proposed metro line will help resolve.

In the case of 22@BCN, the project is based upon Barcelona’s

most important urban factors of competitive advantage: the

scale and quality of urban spaces, the combination of

Mediterranean lifestyle and business efficiency, and its urban

economic sectors linked to design, fashion and art. The

regeneration of a hitherto industrial-working class area of

Poble Nou, Barcelona is positioning itself to attract the

"Creative Class" it needs to maintain its competitive edge.

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IMPROVING MOBILITY ANDINTERCONNECTIVITY

The free movement of people and goods within its territory is a

basic aim of the European Commission. The other aims of

territorial, social and economic cohesion are contingent upon

this free movement. To be one of the Global Integration Zones

within the EU, it is absolutely necessary that MEDOCC

improves both mobility and connectivity not only amongst its

cities, and also with other Global Integration Zones.

As evidenced by the C2M Pilot Projects of Lyon and Marseille,

at the present time there is a lack of interconnectivity among

the six cities participating in the project.


However, since greater mobility of people and goods will likely

induce greater demand and generate more economic activities,

improving the different modal options (air, high-speed rail,

roads, and even high-speed ferries) must be explored and

infrastructure that are required and are appropriate (airports,

rail stations, toll highways, ferry terminals, etc) should be put

into place.

A coherent transport strategy for MEDOCC covering the major

cities should be undertaken. This would be a blueprint for the

public sector to intelligently allocating resources towards joint

infrastructural projects. Shared with the private sector, it could

stimulate private sector interest for example, in setting up new

airlines or new bus/air routes. With improved connectivity

(road, rail or air), MEDOCC will be on its way towards being a

new Global Integration Zone.

CREATING OPEN NETWORKSAMONG MEDOCC CITIES

Innovation and creativity are fostered in open, tolerant

societies that do not impede the free flow of ideas, intellectual

or financial capital. Social and economic networks should also

be accessible. In order to favour/foster a MEDOCC identity,

different networks should be maintened. Already, by coming

together and participating in the C2M initiative, the MEDOCC

cities have taken the important first step towards creating a

MEDOCC network of cities.

The objective of these networks is to encourage cities to share of

experiences and to learn for one another. Indeed, one of the

greatest competitive advantages for cities is the ability to learn

from others. The networks could be "soft", that is, more for the

interchange of experiences and sharing of knowledge; while

others could be "hard", that is, collaboration for specific purposes

of influencing regional policy or to develop an actual project.

Understandably, many similar networks already exist. An

excellent example of a "hard" network is that of the assembly

of the Airbus 400M transport aircraft in Sevilla, which

requires sophisticated and precise logistical connections with

manufacturers across Europe.

However, the suggested open networks need to be specifically

oriented towards MEDOCC cities as otherwise it would not

have regional focus and effectiveness. For example, Málaga’s

Parque Tecnológico de Andalucía (PTA) can lead a network of

MEDOCC Technology Parks; Marseille Port Authority could

head the network of MEDOCC Port Cities; the University of

Barcelona can lead the network of MEDOCC universities, etc.

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Other networks that specifically strengthen the attractiveness

of the region as "Business Places" can also be created. These

include networks of chambers of commerce, tourism offices

etc, to promote intra-MEDOCC activities or to promote

MEDOCC as tourist or business destination jointly. This could

be possible role for Sevilla, through SEVILLA GLOBAL, to lead

a network of MEDOCC Urban Development Agencies.

115

MEDOCC, A REALITY FOR THE FUTURE The basis for the growing profile of MEDOCC as an integrated

"Business Place" is the clear understanding and appreciation

of the value of the quality of life and the quality of place, and

the tremendous historical heritage within the region. The cities

and sub-regions of MEDOCC are committed towards innovation

and economic competitiveness.

The coherence of the MEDOCC lie in the increasing

connectivity achieved through modern transport connections.

It is also evident through existing and proposed

telecommunications and internet connections. The growing

number of institutional and organisational collaborations is

also producing the "tissue" of an inter-connected European

Integration Zone.

In short, MEDOCC is one of the most interesting and exciting

"Business Place" in Europe. MEDOCC certainly merits a closer

look for its tremendous economic potential and possibilities.

MEDOCC CITIESBUSINESS CONTACTS

6.

117a r e a l i t y f o r t h e f u t u r e

SEVILLA

SEVILLA GLOBAL, Agencia Urbana

de Promoción Económica del

Ayuntamiento de Sevilla

C/Isaac Newton s/n. Pabellón de Italia. Isla de la Cartuja.41092 SEVILLATel.: + 34 954 46 75 55Fax: + 34 954 46 75 [email protected]

MALAGA

PROMALAGA

Plaza La Alcazaba, Edificio Aparcamientos29012 MÁLAGATel.: +34 952 06 07 70Fax: +34 952 60 36 [email protected]

BARCELONA

Ajuntament de Barcelona

Sector de Promoció Econòmica

c/. Avinyó, 7, 1r.08002 BARCELONATel.: +34 934 02 74 78Fax: +34 934 02 75 97www.bcn.es

LYON

Communauté Urbaine de Lyon

Direction des Affaires Economiques et

Internationales

20 rue du Lac 69399 LYON cedex 03Tel.: +33 478 63 40 40www.entreprendre.grandlyon.com

MARSEILLE

Direction de Développement Economique

Communauté Urbaine

Marseille Provence Métropole

Les Docks, 10 Place de la JolietteAtrium 10.713002 MARSEILLETel.: +33 491 99 99 00www.marseille-provence.com

GENOVA

Sviluppo Genova

Societa per lo Sviluppo e la Promozione de

Genova e Provincia

Via L.A. Muratori, 316152 GENOVATel.: +39 010 64 85 11Fax: +39 010 64 85 13 [email protected]

MEDOCC CITIES BUSINESS CONTACTS

Please, do not hesitate to contact the economic development departments of the MEDOCC Region for further information concerning the

economic profile and business facilities of the main MEDOCC urban areas.

SEVILLA

Sevilla GlobalAgencia Urbana de PromociónEconómica del Ayuntamiento deSevillaIsaac Newton s/n. Pabellón de Italia.Isla de la Cartuja 41092 Sevillawww.sevillaglobal.es

MARSEILLE

Mairie de MarseilleSecrétariat GénéralCMCI- 2, rue Henri Barbusse13233 Marseille Cedex 20www.mairie-marseille.fr

Institut de la Méditerranée58 Bd. Charles Livon13007 Marseillewww.ins-med.org

MÁLAGA

Ayuntamiento de MálagaServicio de Programas EuropeosAvenida de Cervantes, 429016 Málagawww.ayto-málaga.es

GRAND LYON

Communauté Urbaine de LyonDirection Générale des Services 20, rue du Lac69003 Lyonwww.grandlyon.org

BARCELONA

Ajuntament de BarcelonaDireccio de Relationes InternacionalPlaça de Sant Jaume 108002 Barcelonewww.bcn.es

GENOVA

Comune de Genova- Observatorio CivisVia Mascherona, 1916123 Genovawww.comune.genova.it

Interreg III is the European Regional Development Fund Initiative to favor cooperation among

European regions during the 2000-2006 period. Its aim is to increase economic and social

cohesion in the European Union through cross- border, transnational and interregional

cooperation, as well as a balanced territory growth.

C2M Partners

Technical AssistanceFundación MetrópoliAvda. Bruselas, 28 28108 Alcobendas, Madridwww.fundacion-metropoli.org

Medoc_Reality_for_the_future

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