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Feasibility Study on extending the concept of City Mondial

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Feasibility Study on extending the concept of City Mondial

Rechten: Alle rechten voorbehouden

Samenvatting

About City Mondial
This report is a feasibility study on extending the concept of City Mondial to a different city or cities in The Netherlands. City Mondial was established in 2002 and is a nonprofit organization. Primarily, the organization is subsidized by the local government of The Hague and it is one of the parties which is responsible for executing the city marketing policy of the city. The concept of City Mondial is to promote multicultural neighbourhoods and especially the enterprises within the neighbourhoods, by attracting tourists. In The Hague the organization focuses on four multicultural neighbourhoods; these are Transvaal, Schilderwijk, Stationsbuurt and China Town. The target group of the organization are mainly Dutch day trippers from the surrounding region and hotel guests, who visit The Hague for a weekend. Above all the goal of the organization is to increase the purchasing power, which contributes to improving the employment, welfare, integration process and the image of the neighbourhoods.

Goal of the Research
The organization wants to extend the concept to a different city, in order to secure the continued existence and improve more multicultural neighbourhoods. The continued existence of City Mondial is not guaranteed, because the city of The Hague is economizing on city marketing. If City Mondial is located in several or at least one other location besides The Hague, the continued existence of the organization is more secure. In addition, City Mondial feels the need to improve multicultural neighbourhoods not only in The Hague, but also in other cities in The Netherlands. The organization does not know which location is suitable for the extension of the concept and if it is feasible to extend the concept; for this reason a feasibility research was done.

Research Process
The main part of the research consists of finding an additional location for City Mondial; therefore, a selection must be made based on several criteria. The selection process of the research consists of four phases: the pre-filter phase, the macro phase, the meso phase and the micro phase. In each phase the locations will be critically analyzed, scored and ranked according to several criteria, after each phase some locations will be dismissed in order to narrow down the research area. At the end of all phases it should be clear if it is feasible to extend the concept of City Mondial to a different city or cities in The Netherlands.

Findings of Each Phase
The research started with the pre-filter phase, which showed that the "Special Attention Neighbourhoods' 1 (SANs) which are located in Amsterdam, Rotterdam and Utrecht, are most suitable to focus the research on. The results of the macro filter phase showed that all three cities scored equally on the basis of two criteria, these were about the content of the city marketing policy and the number of tourists who visited the area in previous years. Therefore, all three cities went through to the next phase. The meso filter was the most selective phase, in which sixteen SANs, located in the three cities, were critically analyzed using seven criteria. The criteria were: safety, diversity, renovation projects, tourist attractions, presence of tourist information centre, scale and multicultural enterprises. Only the top three SANs went through to the last phase, the micro phase; these are Amsterdam Zuid, the western part of Rotterdam and Amsterdam Nieuw-West. In the last phase meetings were held with representatives of Amsterdam Zuid and Nieuw-West. Unfortunately, there were no meetings with the two districts in the western part of Rotterdam, but on May 30, 2011 a meeting is scheduled with a representative of one of the districts. The representatives of Zuid-Oost and Nieuw-West were very interested in the concept, but, the representative of Nieuw-West could not give much information. Both representatives mentioned that further research should be done on the specific activities and enterprises, which could be promoted in the district by City Mondial.

Recommendations
According to the research it is feasible to extend the concept of City Mondial to at least one district in The Netherlands. It is recommended for City Mondial to extend the concept to Amsterdam Zuid-Oost, because the district passed all phases of the selection. In order for City Mondial to extend the concept to Zuid-Oost, the organization must set a meeting with the municipal councillor of Economy and Tourism as soon as possible. For this meeting the organization should make a Powerpoint presentation or factsheet in order to clearly explain the concept and the goals. In addition, the organization should do further research on which specific enterprises and activities in Zuid-Oost will be part of the promotion of City Mondial. It is also recommended to keep Amsterdam Nieuw-West and the western part of Rotterdam as options for the extension of the concept; because, those two SANs also passed the majority of the phases, for this reason they are potential locations which could take over the concept of City Mondial.
1 Special Attention Neighbourhoods (SANs), a term used by the Ministry of Internal Affairs and Kingdom Relations, which refers to neighbourhoods in The Netherlands, which have problems concerning: housing, working, learning, developing, integration and safety; these neighbourhoods receive extra support from the national government. The abbreviation SAN will be frequently used in this report

Toon meer
OrganisatieDe Haagse Hogeschool
AfdelingBRV Bestuurskunde / Overheidsmanagement / PLS Public Administration
PartnersStichting City Mondial ('s-Gravenhage)
Jaar2011
TypeBachelor
TaalEngels

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