1. PORTICO Conference Realising the Benefits of Investing in Heritage Brian Smith - Secretary General European Association of Historic Towns and Regions

2. Introduction  Heritage Europe - Background  Importance of Historic Towns to Europe  Current Challenges & Threats  Lack of Evidence, Information & Guidance on Benefit Realisation  Realising the Benefits – How to do it

3. INHERIT Project  ‘Investing in Heritage –A Guide to Successful Urban Regeneration’  6 cities  Newcastle, Belfast, Verona  Gothenburg, Gdansk, Ubeda  19 case studies  Lessons & Success Factors  Aimed at Local Authorities & Key Stakeholders

4. Value of Heritage

5. Defining Heritage  Re-interpreted over time – broad  Buildings, archeology, landscapes, collections  Intangible – identity, tradition  Language, literature & music  Instrumental benefits  Economic, area, community & individual  Intrinsic values  Knowledge, bequest, distinctiveness  Identity, belonging  Importance of the ‘narrative’ of the city

6. Newcastle Upon Tyne

7. Newcastle – Grainger Town  35 hectares –comprehensive regeneration  Environmental improvements  Business Development  Housing  Arts, culture and tourism  Grainger town public/ private partnership  Characteristics- Success Factors  LA leadership  Heritage ‘audit’  Clear overall vision  Targets set and exceeded

8. Grainger Town- Benefits IndicatorsTargetActual Jobs created1,9002,300 Training weeks5,4005,100 New businesses200330 New floor-space74K sq.m.81K sq.m. New dwellings520570 Buildings re-used70120 Public investment€59.5m€67m Private investment€199m€288m

9. Grainger Town Lessons Learnt  A detailed heritage audit at the start of the process  Flexible strategy  The right organisational structure- a company ‘limited by guarantee’ at arms length  An ethos of quality and excellence in design  Raise aspirations by looking at other successful examples of best practice.  Monitor and evaluate delivery of strategic aims

10. Ubeda

11. Recovery of Public Spaces  23 squares, streets & public areas  Comprehensive plan  Public involvement  Modernisation of infrastructure  Quality design & materials  Political & technical department  Catalyst for regeneration

12. Escuela Taller  Founded 1986 - traditional craft skills  Targeted at young ‘disadvantaged’  Over 1000 trained  Co-operative companies formed  70% ESF funded  80% integrated into local economy

13. Ubeda Lessons Learnt  UNESCO catalyst for political consensus & strong leadership  Comprehensive approach to investment in public realm delivers wider benefits  Restoration of 68 houses leading to city centre population increase of 3%  Creation of 32 new businesses  Enhanced social interaction and perceived quality of life  Increased awareness of City council activities  Involving citizens from beginning allows  problems to be identified early  community ownership of project  Training in craft skills important for creating capacity and interest in heritage by young people

14. Rome & the Romans

15. How to be successful 1. Focus on Identity and Diversity…..  Prepare ‘audit’ to understand and define character – include ‘common heritage’, archeology, landscape  Understand the social value of ‘identity’ to local people and its appeal to visitors  Encourage ‘diversity’ – to spread activities and ensure sustainable uses for old buildings  Develop cultural approaches for people and buildings - include recent events  Value ‘quality’ of design and materials and welcome good contemporary design

16. 2. Invest in Regeneration  Use public sector investment as catalyst - especially ‘public realm’  Balance accessibility with space for pedestrians, cyclists and the reduction of pollution  Improve surfaces, enhance lighting, signage and interpretation and modernise infrastructure  Link public realm improvements to opportunities for cultural events

17. 3. Provide Leadership - Work in Partnership….  Recognise roles of the public, private and community sectors; policy makers, investors, operators  Work with the private sector - consider new approaches to funding and delivering public benefit  Involve the community and key stakeholders in decision making  Understand the value of community engagement - building people’s sense of ‘pride of place’  Encourage community and stakeholder ‘champions’ to promote the benefits of investing in heritage

18. 4. Think and Act Strategically…..  Value investing in heritage as key to urban regeneration and sustainability  Understand ‘identity of place’ and integrate heritage into corporate strategy  Recognise the importance of leadership, aspiration and a holistic approach with appropriate organisational structures  Ensure specialist skills and capacity are available and facilitate training  Monitor results and quantify environmental, social and economic benefits  Link benefits with the ‘Lisbon’ and ‘Göteborg’ agendas – job creation and sustainability

19. Conclusions  INHERIT conclusions relevant to cultural heritage above and below ground  Urban Heritage is an asset that should be valued as a major contribution to European competitiveness & sustainability  Local and regional Authorities need to adopt a more strategic & integrated approach with emphasis on measuring social and economic benefit  Focus on identity and authenticity with the ‘narrative’ of the city understood and owned by key stakeholders

20.  EU policy priorities should more explicitly recognise heritage as a catalyst for urban and regional regeneration  Important cross roads – opportunity to influence EU policy post 2007-13 e.g. Bruges 9 th December 2010  Need to strengthen the voice of the historic city so that all aspects are integrated in presenting a coherent case for cultural heritage as an untapped resource for the future.  Working with other Heritage organisations to help shape future - including projects like PORTICO