Shap

ing th

e Futu

re of

Maa

smec

helen

ULI A

dviso

ry Se

rvice

s Pan

elMa

asme

chele

n, Be

lgium

30th

June

2011

Alex

andr

a Nota

y, VP

–St

rateg

ic Pr

ogra

mmes

Urba

n Lan

d Ins

titute

ULI’s

miss

ion

is to

pro

vide l

eade

rshi

p in

the r

espo

nsib

le us

e of l

and

and

in cr

eatin

g an

d su

stain

ing

thriv

ing

com

mun

ities

wor

ldwi

de.

Not-f

or-p

rofit

found

ed 19

36, U

SANe

utral

and N

on-L

obby

ing

30,00

0+ m

embe

rs90

coun

tries

Was

hingto

n DC,

Lond

on, F

rank

furt, H

ong K

ong,

Toky

o

Entire

prop

erty

spec

trum

Dive

rse pr

ogra

mmeo

f wor

k Know

ledge

Exch

ange

Rese

arch

Outre

ach

ULI

Adv

isory

Ser

vice

s Pa

nel

Hun

dred

s ru

n ar

ound

the

wor

ld s

ince

194

7Pr

ivat

e se

ctor

rea

l est

ate/

land

use

/ in

vest

men

t pe

rspe

ctiv

eU

LI h

andp

icks

a g

roup

of

expe

rts

from

its

mem

bers

hip

who

act

as

an in

depe

nden

t and

ob

ject

ive

revi

ew p

anel

Dev

elop

a fo

cuse

d as

signm

ent w

ith th

e lo

cal

spon

sors

3 da

y sit

e vi

sit e

nds

with

this

publ

ic p

rese

ntat

ion

Writ

ten

repo

rt3

mon

ths

afte

rwar

ds

Why

Maa

smec

hele

n?

Invi

ted

by th

e co

mm

unity

of

Maa

smec

hele

n&

sp

onso

red

by V

alue

Ret

ail,

Maa

smec

hele

nV

illag

eIn

terv

iew

s ho

sted

by

the

May

or a

t City

Hal

l

Que

stio

ns:

1) W

hat d

oes

Maa

smec

hele

n co

mm

unity

nee

d to

do

to b

ette

r le

vera

ge it

s to

urism

ass

ets

to

secu

re in

war

d in

vest

men

t?

2) H

owco

uld

Maa

smec

hele

npr

ovid

e a

mor

e co

mpl

ete

visit

orex

perie

nce

to th

e ne

xtge

nera

tion

of to

urist

?

Ans

wer

ing

the

Que

stio

ns –

Q1

Wha

t doe

s M

aasm

eche

len

com

mun

ity n

eed

to

do to

bet

ter

leve

rage

its

tour

ism a

sset

s to

sec

ure

inw

ard

inve

stm

ent?

1a) A

sset

s an

d ch

alle

nges

1b) S

egm

enta

tion

1c) V

ehic

le/M

echa

nism

s1d

) Qui

ck w

ins

1e) B

ig Id

eas

Ans

wer

ing

the

Que

stio

ns –

Q2

How

cou

ld M

aasm

eche

len

prov

ide

a m

ore

com

plet

e vi

sitor

exp

erie

nce

to th

e ne

xt

gene

ratio

n of

tour

ist?

2a) E

stab

lishi

ng a

bra

nd2b

) Loc

al P

rom

otio

n2c

) Reg

iona

l Pro

mot

ion

2d) I

nter

natio

nal P

rom

otio

n

Shap

ing th

e Futu

re of

Maa

smec

helen

Initia

l Rec

omme

ndati

ons

ULI

Adv

isory

Pan

els

Intro

duct

ion

to th

e U

LI p

anel

and

pro

cess

Who

we

spok

e w

ithW

hat w

e he

ard

Que

stio

ns w

e w

ere

aske

dKe

y th

emes

Reco

mm

enda

tions

Who

We

Spok

e W

ith

Wha

t We

Saw

The

Pane

l pro

cess

Stra

tegi

c Th

emes

Hug

e U

nrea

lized

pot

entia

l “t

ouris

ts d

on’t

see

wha

t Maa

smec

hele

n ha

s to

off

er

outs

ide

Maa

smec

hele

n vi

llage

”

Disj

oint

ed p

hysic

ally

-G

athe

ring

plac

es a

re m

issin

g“T

he P

lace

mak

ing

rule

s ar

e no

t in

play

” “W

e ha

ve n

o na

tura

l city

-cen

tre.

”

Lack

of

inte

grat

ion

and

syne

rgie

s be

twee

n pa

rtne

rs:

“Maa

smec

hele

n ha

s al

l the

ele

men

ts, it

is a

que

stio

n of

sh

arin

g th

em a

nd b

ringi

ng th

em a

ll to

geth

er”

Q1

Wha

t doe

s M

aasm

eche

len

com

mun

ity n

eed

to

do to

bet

ter

leve

rage

its

tour

ism a

sset

s to

sec

ure

inw

ard

inve

stm

ent?

1a) A

sset

s an

d ch

alle

nges

1b) S

egm

enta

tion

1c) V

ehic

le/M

echa

nism

s1d

) Qui

ck w

ins

1e) B

ig Id

eas

Tour

ism

Ass

ets

and

Cha

lleng

es

ASS

ETS

Ente

rtai

nmen

t:M

MV

Re

tail

Cin

ema

Nat

ure

Nat

iona

l Par

kC

yclin

gR

iver

& W

ater

way

sG

arde

n C

ity

Cul

ture Min

ing

hist

ory

Cha

pel b

uild

ing

City

cen

tre/

com

mer

cial

str

eet

Fest

ival

/car

niva

l

CH

ALL

ENG

ES

Poor

sig

nage

Poor

Com

mun

icat

ion/

mar

ketin

g

Lack

of

Acc

omm

odat

ion

prov

isio

n

Nee

d fo

r im

prov

ed In

tegr

atio

n &

co

nnec

tivity

Nee

d fo

r a

clea

r vi

sion

for

the

futu

re&

stro

ng a

mbi

tion

Mob

ility

& C

onne

ctiv

ity

Loca

tion

as a

n as

set

“Geo

grap

hica

lly w

e ar

e th

e fr

ont d

oor

of E

urop

e bu

t th

e w

orld

doe

sn’t

know

wha

t we

have

her

e.”

Man

y co

untr

ies

clai

m to

hav

e th

is bu

t Maa

smec

hele

n co

uld

prov

e it!

Nat

ure

at th

e he

art o

f M

M

The

beau

ty o

f M

aasm

eche

len

and

itsch

arac

ter

crea

tea

uniq

ue d

esin

atio

nth

atut

ilise

s na

ture

and

off

ers

a ra

nge

of le

isure

activ

ities

1b)

Segm

enta

tion

stra

tegy

for

plac

emak

ing

Segm

enta

tion

Stra

tegy

forP

lace

mak

ing

inM

aasm

eche

len

Plac

e/Pr

oduc

t(P

lace

sw

ithdi

stin

ctiv

enes

san

dke

yas

sets

)

MM

Shop

ping

Villa

geSh

oppi

ngH

otel

(Min

eO

ffice

)Ci

nem

a

City

Cent

reCo

mm

erci

alce

ntre

Conc

ertH

all

(con

vert

edch

apel

)

Com

mun

ityG

arde

nci

tyCy

clin

gro

ute

Rive

rtra

ilH

erita

gesit

es

NatureEcoTrailReconnecting

Cons

umer

Prof

ile

Loca

lSho

pper

Inte

rnat

iona

lSho

pper

Her

itage

Visit

or/&

Cycl

ists

Inve

stm

ent

Type

Dev

elop

erD

evel

oper

Inve

stor

Fund

Man

ager

Shop

fron

tage

fund

sRe

gene

ratio

nbr

andi

ng

Shar

edna

rrat

ive

Ow

nero

fvi

sion

Cent

erPa

rcs?

Flag

ship

Proj

ects

Nat

iona

lPar

kM

ain

Gat

eway

Piaz

zaCo

ncer

tSp

ace/

Chap

el

Inte

grat

edIn

form

atio

nCe

ntre

1c)

Vehi

cles

/Mec

hani

sm

Soci

al e

nter

prise

whi

ch g

ener

ates

fur

ther

mec

hani

sm –

inve

stm

ent c

ompa

nies

, com

mun

ity c

o-op

erat

ions

, bra

nd o

wne

r, cr

eativ

e di

rect

or, s

uch

as:

Prom

ote

Lond

on C

ounc

ilD

estin

atio

n Ed

inbu

rgh

mar

ketin

g al

lianc

eKn

okke

-Hei

st T

ouris

m C

omm

issio

nEu

rope

an s

tyle

BID

s (B

usin

ess

Impr

ovem

ent D

istric

t) Tu

rism

eBa

rcel

ona

Effe

ctiv

e So

cial

Ent

erpr

ise

1d)

Qui

ck W

ins

Cre

ate

a pr

omot

ion/

tour

ism

com

mis

sion

to a

gree

on

prio

ritie

s an

d a

smal

l, ef

fect

ive

soci

al e

nter

pris

e to

del

iver

the

wor

k pr

ogra

mm

eW

rite

a sh

ared

pla

ce-m

akin

g ag

enda

:A

man

ifest

o se

t out

by

the

May

or b

ut d

eliv

ered

thro

ugh

an in

depe

nden

t wor

ksho

p w

ith k

ey s

take

hold

ers

Und

ergo

a p

roce

ss o

f as

sess

men

t, ev

alua

tion

and

reco

mm

enda

tions

“We

lack

her

e a

sens

e of

pla

ce a

nd

need

to b

e cl

ear

on o

ur p

erso

nalit

y.”

Qui

ck W

ins

Con

t.

Agr

ee o

n a

unifi

ed b

rand

: Maa

smec

hele

n is

the

hero

bra

nd!

The

Maa

smec

hele

n M

ain

Gat

eway

to th

e N

atio

nal P

ark

Maa

smec

hele

n V

illag

eM

aasm

eche

len

Fest

ival

Maa

smec

hele

n C

ultu

ral c

entr

e

Qui

ck W

ins

Con

t.

Sign

age

–an

inte

rnat

iona

l des

tinat

ion?

.....

Mul

ti lin

gual

Mai

nten

ance

nee

ds to

be

impr

oved

Maa

smec

hele

nLe

isure

Val

ley:

“I

t’s a

pha

ntom

!”

Qui

ck W

ins

Con

t.

Cre

ate

an a

nnua

l sig

natu

re e

vent

D

urin

g th

e su

mm

er to

com

plem

ent w

inte

r ca

rniv

al.

A m

ulti-

cultu

ral f

ocus

, to

cele

brat

e di

vers

ity a

nd m

ulti-

cultu

ral r

oots

of

the

com

mun

ity.

“Maa

smec

hele

n m

edite

rane

e” th

roug

h th

e ar

ts, th

eatr

e,

cultu

re, f

ood,

dan

cing

…

1e)

Big

idea

s fo

r lo

nger

term

Cre

ate

‘gat

herin

g pl

aces

’ with

in th

e ci

ty, a

nd a

mec

hani

sm to

lin

k th

em to

geth

er w

hich

is w

alka

ble

and

cycl

able

to c

reat

e a

conn

ecte

d ne

twor

k to

disc

over

all

of M

aasm

eche

len

Maa

smec

hele

nV

illag

e>

Pau

wen

graf

f>

Chu

rch

Squa

reD

erel

ict b

uild

ings

aro

und

the

chur

ch s

quar

e co

uld

be

deve

lope

d in

to H

otel

s “W

e ne

ed to

con

nect

the

dots

”

Big

Idea

s C

ont.

Con

vert

the

Cha

pel t

o a

conc

ert h

all/

cultu

ral c

entr

eIn

vent

ory

of d

erel

ict b

uild

ings

to b

e re

stor

ed a

nd

inve

sted

in:

Cha

rmin

g an

d ch

arac

terf

ul b

uild

ings

Hot

els,

Bed

&Br

eakf

asts

to f

ill c

urre

nt g

ap in

ac

com

mod

atio

n pr

ovisi

on

Big

Idea

sC

ont.

Har

ness

the

pow

er a

nd in

vest

men

t of

exist

ing

part

ners

to e

nsur

e th

e br

and

reso

nate

sA

ttrac

t stra

tegi

c in

vest

men

t suc

h as

fore

ign

wea

lth f

unds

fro

m A

sia fo

r ca

pita

l pro

ject

sIn

tern

atio

nal M

arke

ting

–vi

a M

MV

and

Ret

ail

offe

r to

Asia

and

em

ergi

ng m

arke

ts th

roug

h pr

omot

ions

. ‘C

hina

day

’ ‘M

aasm

eche

len

day’

Q2

How

cou

ld M

aasm

eche

len

prov

ide

a m

ore

com

plet

e vi

sitor

exp

erie

nce

to th

e ne

xt

gene

ratio

n of

tour

ist?

2a) E

stab

lishi

ng a

bra

nd2b

) Loc

al P

rom

otio

n2c

) Reg

iona

l Pro

mot

ion

2d) I

nter

natio

nal P

rom

otio

n

2) T

he f

utur

e ge

nera

tion

The

Prof

ile o

f th

e fu

ture

mar

ket

Inte

rnat

iona

l visi

tors

Eco-

focu

sed

The

prof

ile o

f th

e fu

ture

con

sum

erSo

cial

med

ia &

Dig

ital t

ouris

mA

ntic

ipat

e ho

w u

sers

will

inte

ract

with

des

tinat

ion

Con

nect

ivity

bet

wee

n us

ers

Virt

ual i

nfor

mat

ion

cent

re

(Re)

Con

nect

ion

Mod

el

RLKM

Reg

iona

al L

ands

chap

Kem

pen

en M

aasla

nd

This

mod

el is

app

licab

le fo

r M

aasm

eche

len

(Re)

Con

nect

natu

re w

ithna

ture

(Re)

Con

nect

peop

lew

ithna

ture

(Re)

Con

nect

busin

ess

with

biod

iver

sity

(Re)

Con

nect

polic

yw

ithpr

actic

e

Ever

y co

mpo

nent

in M

aasm

eche

len

will

hav

e ce

rtai

n ke

y el

emen

ts w

hich

are

intr

insic

to M

aasm

eche

len

and

flow

bet

wee

n th

e di

ffer

ent c

omm

uniti

es c

reat

ing

an in

tegr

ated

leisu

re d

estin

atio

n

Link

s bet

ween

diff

eren

t co

mpo

nent

s flo

wing

be

twee

n di

ffere

nt

com

pone

nts o

f Ma

asm

eche

len

Auth

entic

ity an

d re

al pe

ople

Maas

mech

elenR

egion

Natu

re an

d su

stain

abilit

y

Arch

itect

ural

syne

rgies

Gast

rono

my

Win

e and

well

ness

ritu

als

Cultu

re an

d hi

stor

y

2a) E

stab

lishi

ng a

Bra

nd

Maa

smec

hele

nIS

your

bra

ndM

aasm

eche

len

Mai

n G

atew

ay to

the

Nat

iona

l Par

k“W

e ne

ed to

kee

p aw

are

of w

hat’s

aro

und

us (

Maa

stric

ht,

Gen

k et

c) a

nd m

ake

a co

mpl

emen

tary

off

er –

not t

o gi

ve

the

sam

e th

ing.

We

cann

ot c

ompe

te b

ut s

houl

d ce

lebr

ate

our

diff

eren

ces!

”

Tren

d of

res

pons

ible

tour

ism“M

aasm

eche

len

is a

colle

ctio

n of

m

anm

ade

land

scap

es…

Eve

n ou

r na

ture

is ur

ban.

We

shou

ld d

o so

met

hing

with

th

at.”

Ritu

als

Prom

otio

n

2b) P

rom

otio

n –

loca

l lev

elTh

e fu

ture

gen

erat

ion

that

will

live

and

wor

k in

M

aasm

eche

len

Cat

er fo

r lo

cal r

esid

ents

& v

isito

rs‘M

y M

aasm

eche

len’

Prom

otio

n -

regi

onal

leve

lEu

rope

an n

eigh

bour

hood

Prom

otio

n –

inte

rnat

iona

l lev

elPa

rtne

rshi

p

Top

Reco

mm

enda

tions

Act

on

quic

k w

ins

Dem

onst

rate

res

ults

:“W

e ne

ed a

goo

d vi

sion

–w

e ne

ed to

act

like

a c

ity

rath

er th

an a

col

lect

ion

of e

lem

ents

.”Sh

are

info

rmat

ion,

idea

s an

d re

sults

Do

not b

e af

raid

to h

ave

a bi

gger

visi

onTa

ke th

e op

port

unity

for

Maa

smec

hele

n to

bra

nd

itsel

f as

gat

eway

to n

atio

nal P

ark

and

key

to R

egio

n of

Lim

burg

Nex

t ste

ps!

The

pane

l rep

ort w

ill b

e pu

blish

ed w

ithin

3

mon

ths

and

will

con

tain

mor

e de

taile

d re

com

men

datio

ns.

Any

que

stio

ns?