Transforming rural regions by launching scenarios,.. (Trans in Form (TiF))
Transforming rural regions by launching scenarios, new narratives and attractive urban design
(Trans in Form (TiF))
Start date: Nov 30, 2009,
End date: Sep 15, 2012
The project mission is to introduce competitive development concepts for rural regions and smaller towns and cities.The Leipzig Charter gives direction for redesigning regions identity. Face lifting of public spaces is one important aspect. TiF will accompany this by the creation of scenarios and New Narratives, and the elaboration of planning tools that take into consideration that ordinary citizens, SMEs and NGOs are important planning partners when dealing with attractiveness. New Narrative originates from change and are the drivers of change. Once born, they define society and identity, because they are the cumulative repositories of ideas.TiF will seek experience from BSR as well as other parts of the EU, competitive regions and cities that have managed to bring about attractive urban design, new narratives, dynamic industries and good governance. The project will establish responsibility for territorial cohesion through close networking within regions and transnationally . TiF will elaborate an Attractivity Barometer as a tool for analyzing the situation in all regions, further look at regional scenarios and perspectives, population and labour market (SMEs) measured against lessons learned in LEADER+, findings done in ESPON research and "Regions 2020". TiF will make a toolbox for Regional Scenario Planning and guidelines for New Narratives and story telling. Project will encourage competitiveness and growth, as well as reducing disparities within and among neighbourhoods. TiF will study best practise and produce regional face lifting plans for all partners and further do an investment pilot, evaluated by partners and professionals that can demonstrate a possible way of redesigning and create more interaction in public spaces. We will also, as part of the New Narratives, establish an infopackage Roadmap to Highlights in Rural BSR. This information will be the result from workshops for the elaboration of joint marketing packages. The project consortium consists of 11 partners and co-partners from Russia and Belarus and other countries. The project lead partner is Notodden municipality on behalf of Telemark County, Norway. A Research Institute will be responsible for the elaboration for an Attractivity Barometer and the follow-up evaluation of the activities and their impact on results and output. The project consortium has local and regional partners and thus reflecting the diversity of the region, and have support from national level. There will be local/regional and transnational workshops and give priority to a wide scope of participants, and to the further development of a transnational network of policy makers. The elaboration of diverse tool boxes for analysing rural BSR in perspective of attractiveness, will give guidelines for new approaches to scenario planning together with governance. The results will be disseminated and multiplied by the participants and the use of developed tools and guidelines. Achievements: The project has benchmarked the attractiveness of the partners through an "attractiveness barometer". This research was carried out and gave some very interesting findings. The ongoing political and demographic change in Europe influenced the partners regions even throughout the project. The research showed that the changes are so severe in some countries that local and regional growth strategies have minimal impact. It looks like the national strategies and macro economics are more important than local and regional decisions in some countries. This means that the attractiveness for settlement is linked to the heavy and fundamental structures, like jobs, house construction and communication, which are difficult and expensive to affect locally. The correlation between migration and the number of restaurants, pubs and cafes indicates that there is also a link between attractiveness and a softer kind of attribute. The project has explored how storytelling can be developed through the creation of new narratives which are based on the change of identity and ongoing transformation of social and economic structures. This approach to regional marketing and branding is different from the traditional storytelling where established narratives are reproduced over and over again even though they are not relevant anymore and don't work. The TiF project introduced a more ambient storytelling which is more based on a contemprary approach, transforming the way people experience places by creating multi-mediated marketing campaigns using experiential methodology, shifting from consumer as the target to consumer as collaborator. In "The Roadmap to Rural Highlight", the concept of ambient media relates to form and content, but it could also be ambient media technology. The project managed to elaborate plans for investments in Suwalki and Jelgava and influenced signficantly the investments in Notodden and Tranemo. The INTERREG IVB priority 4 limitations to do transnational investments, did not make it possible to have support for hard investments. Suwalki City Municipality still managed to find funding by other means, and show that INTERREG planning projects can be used as a tool for investments.
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