1. Economic Impact Study Veurne
Action WP4A14: EIA Veurne
Economic Impact Study Veurne
Partner meeting Blackpool 18th – 20th April
WP4 – action WP4A14

2. Content overview Location Veurne Interchange Actual situation
Project progress Flemish partners
Content overview
Location Veurne Interchange
Actual situation
Aim Economic Impact study
Used methodology
Focus for the future
Projects that determine the future of Veurne
Sugar factory site
Extension coast tram
Redevelopment interchange zone

3. Location Veurne and its interchange
Project progress Flemish partners
Location Veurne and its interchange
City center
Motorway E40: Calais – Kazachstan (8000 km)
Canal
Railway: De Panne – Gent – Brussels airport
Coast and coast tram
Sugar factory site: redevelopment site of +/- 50 ha
Near the coast: 5-6 km

4. Location Veurne and its interchange
Project progress Flemish partners
Location Veurne and its interchange

5. Location Veurne and its interchange
Project progress Flemish partners
Location Veurne and its interchange

6. Actual situation Interchange outside city center
Project progress Flemish partners
Actual situation
Interchange outside city center
Distance between station and market square: 600 m but the canal must be crossed

7. Actual situation Interchange outside city center but not too far away
Project progress Flemish partners
Actual situation
Interchange outside city center but not too far away
Veurne: small city ( inhabitants) but a lot of services:
Hospital
Schools (primary and secondary schools – until 18 – big offer of disciplines)
Supermarkets and small shops
Business parks
Restaurants, café’s, hotels
Culture & sports
Heritage
With the peace and quite of a rural area
Housing market saturated
11500 inhabitants

8. Aim economic impact study
Project progress Flemish partners
Aim economic impact study
To strengthen the brand “Veurne”
Through a better marketing
And strategic projects that reinforce the positioning of the city

9. Used methodology Stakeholder consultation Interviews SWOT - analysis
Project progress Flemish partners
Used methodology
Stakeholder consultation
Interviews
SWOT - analysis
Result: a marketing plan to determine the future vision and image of the city (“the brand Veurne”)
Interviews with politicians, entrepreneurs, people from the socio-cultural sector and from schools

10. Used methodology: SWOT - analysis
Project progress Flemish partners
Used methodology: SWOT - analysis
Strenghts
Urban & rural at the same time
Services (hospital, schools, …)
Accessibility = E40 + bicycle routes
Strong businesses
Proximity of the coast (5 km)
Heritage and traditions
Strong communities

11. Used methodology: SWOT - analysis
Project progress Flemish partners
Used methodology: SWOT - analysis
Weaknesses
Price housing grounds and saturated market
Costs of services
Shortage of hotel accommodation
No strong logo and brand
Opportunities
Strategic projects: Sugar factory site, Kusttram, interchange & zone
Second places
Rural tourism
Day-trip place for the coast
Old crafts (skills)
The housing grounds are almost unpayable for young families.
Saturated market: not much expansion possible because of valuable agricultural land
Day-trip place for the coast  especially when it rains

12. Used methodology: SWOT - analysis
Project progress Flemish partners
Used methodology: SWOT - analysis
Threats
Competition from neighbouring cities/municipalities
Decreasing number of inhabitants
Braindrain (regional problem)
Tourism from foreign countries decreased
Interaction between city and businesses too little
The city is trying to stop the decreasing number of inhabitants with different housing projects. Braindrain is not a problem for Veurne alone, but for the whole region.
Tourism from foreign countries decreased but the number of nights spent by Belgians increased slightly.

13. Project progress Flemish partners
Focus for the future
Determine the potential as cosy shopping center = go for the niche market of delicacies
Sugar factory site: regeneration project +/- 50ha for business park, housing, park & nature
Promote Veurne as coast city without coastline (extension coast tram & redevelopment of interchange zone)
Promote rural and bike tourism &
rural villages
History opportunity:
Niche market: not trying to attract the big brands because the commercial properties in the center aren’t big enough.
: World War I memorial

14. Projects determining Veurne’s future
Project progress Flemish partners
Projects determining Veurne’s future
3 strategic projects are key factors for the successful implementation of the city marketing plan:
Redevelopment of the sugar factory site
Extension of the Kusttram towards the Veurne railway station
Redevelopment of the interchange zone at Veurne railway station

15. Projects determining Veurne’s future
Project progress Flemish partners
Projects determining Veurne’s future
Redevelopment of the sugar factory site
Brownfield area: owner wvi
Redevelopment starts 2013, end date: 2021
13,5 ha new housing
15 ha business park
18,5 ha space for nature and park development with focus on slow mobility
Master plan: finished end 2011 (reference to railway station for mobility)
Housing: 2 big target groups: young families & 2nd places
Mobility: extension coastal tram: important for
owners 2nd places
Mobility: sugar factory site and interchange zone =
adjacent zones important for commuting

16. Projects determining Veurne’s future
Project progress Flemish partners
Projects determining Veurne’s future
Redevelopment of the sugar factory site: master plan
Picture of how it will look like

17. Projects determining Veurne’s future
Project progress Flemish partners
Projects determining Veurne’s future
Redevelopment of the sugar factory site

18. Projects determining Veurne’s future
Project progress Flemish partners
Projects determining Veurne’s future
Extension coast tram
Walking distance from sugar factory site: “investing in opportunities”
Improves mobility by public transport to and from the coast
To attract 2nd residents
Attract tourists from the coast for e.g. day-trips or short stays (= economic boost for Veurne)
Opportunity for the redevelopment of the interchange zone in the Veurne railway station area: good image (cfr. interchange Koksijde)
Strengthens the relation between Veurne and the
cities/municipalities of the West Coast (De Panne,
Koksijde, Nieuwpoort): tram to/from Veurne every
15 minutes

19. Projects determining Veurne’s future
Project progress Flemish partners
Projects determining Veurne’s future
Extension coast tram

20. Projects determining Veurne’s future
Project progress Flemish partners
Projects determining Veurne’s future
Redevelopment of the interchange zone
Necessary for commuters and 2nd residents: quick and easy access by slow mobility to and in the interchange zone from e.g. the sugar factory site & the city center
Necessary for tourists: the zone becomes the image of the city – interchange needs to be easy to read for not frequent users - good information necessary
Veurne = regional hub for public transport to & from the West Coast and Diksmuide – again important for image building – connectivity - accessibility
Improves accessibility to and from the city center
and for an adjacent housing quarter (e.g. subway
access)
Adjacent=nearby

21. Projects determining Veurne’s future
Project progress Flemish partners
Projects determining Veurne’s future
Redevelopment of the interchange zone

22. Project progress Flemish partners
Conclusion
The 3 strategic projects influence importantly the image and brand of Veurne
Veurne = regional hub for public transport: improved accessibility to/from the coast = boost for economic development and tourism
These projects will affect positively the other focus points of the city marketing plan

23. Any questions? Contact: Jurgen Oyaert Jurgen.oyaert@veurne.be
Project progress Flemish partners
Any questions?
Contact:
Jurgen Oyaert

24. Thank you for your attention
Project progress Flemish partners
Thank you for your attention