Atelier Almere

ATELIER ALMERE

SUMMARY Introduction................................................................................................ 7 Floriade 2022............................................................................................13 Almere: Visions and Projects....................................................................15 Sustainable Infrastructure and Technologies......................................... 23 Housing..................................................................................................... 47 Facilities and Social Programming.......................................................... 63 Leisure, Recreation and Sports................................................................ 83 Health and Food Production.................................................................... 95 Employment............................................................................................115 Conclusion...............................................................................................133 Annex I - SWOT Analysis..........................................................................139

PARTICIPANTS Sustainable Infrastructure and Technologies Camila Koga Júlia Andrade Laurie Guidobono Maiara Lamas Housing Bernardo Mendonça Janaína Ghiggi Paula Cirio Tiago Pianezzer Facilities and Social Programming Alexandre Alessio Eliz Modolo Matheus Reis Matheus Sperry Leisure, Recreation and Sports Andressa Freitas Andrew Bacarin Pedro Teodoro Rafaela Guimarães Health and Food Production Beatriz Aguiar Camila Cavalheiro Eduardo Moura Lima Gabriela Pinho Employment Erika Hartmann Guilherme Rebelo Jéssica Lucena Manoela Jordão Integration Group Amanda Andreghetti André Sette Juliana Reis Marcela Kanitz

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SPECIAL THANKS We would like to thank the Institute for Housing and Urban Development Studies (IHS) and the International New Town Institute for giving us the opportunity to come to Almere and collaborating to make this atelier possible.

Also, our special thanks to Ore Fika, Linda Vlassenrood and Han van Beusekom for coordinating the activities and to all the lecturers for making an effort to meet us and share their knowledge.

Finally, we want to show our appreciation to Sharon Welsh for taking the time to edit and review the book.

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INTRODUCTION METHODOLOGY This booklet is a product from the Atelier Almere, an initiative from the Institute for Housing and Urban Development Studies of Erasmus University in partnership with The International New Towns Institute. Besides being the newest city of the Netherlands, Almere is one of the fastest growing cities in Europe and the seventh largest in the country (Municipality, 2013).

As the city is going to host the next horticulture exhibition Floriade, in 2022, the main task of Atelier Almere participants was to determine, design and develop plans for the site where the event will take place. The work included the analysis of the city of Almere, the identification of areas for improvement in the planning of the Floriade and in Almere as a whole; and then, the development of strategies.

This is the second edition of Atelier Almere, therefore the participants built upon the analysis from the first atelier and developed new proposals focused on the creation of a new district created for the Floriade exhibition.

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The Atelier’s methodology was composed on:

actions

excursions interviews

lectures

research

strategies visions swot analysis

OUTPUT

INPUT

THE METHODOLOGY

The participants were divided into seven groups; six groups with different thematic areas and one group to integrate their work and to design this book. The groups performed a SWOT analysis according to their areas and then developed strategies and proposals in three different stages:

STRATEGIES & ACTIONS 2014-2022 Before the event

2022 Floriade

2022(...)

After the event

Annex II with the complete SWOT analysis can be found in the end of this book.

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The main challenge of the participants was defined by three guiding questions identified by the key stakeholders of Almere. The questions are:

1

“How to balance the aim of developing a new functional city district in the next eight years, which should also be cutting-edge in regard to ‘feeding, greening, energizing and making the city healthy’”?

2 3

“How to balance the aim of developing a new functional district, which should – in its starting phase – also function as an exhibition site for six months and after?”

“How to balance the top-down ambition of creating a Green City with individual initiatives?

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almere pampus

almere poort AMSTERDAM

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almere BUITEN

almere stad

e

almere HOUT almere haven

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ALMERE The city of Almere is located in the province of Flevoland, next to the cities of Lelystad and Zeewolde, and part of the metropolitan region of Amsterdam.

The municipality of Almere includes six urban districts designed as a number of semi-separated nuclei, each with their own residential districts, facilities and identity, connected through a shared infrastructure and a common city center. The six urban districts are: Almere Haven (the first developed neighborhood), Almere Stad (which is the main city center), Almere Buiten, Almere Hout (under construction), Almere Poort (under construction) and Almere Pampus (design phase). The city is only thirty-seven years old and has a population close to 200,000 inhabitants and 14,500 businesses (Municipality, 2013).

Almere is a New Town, an example of a city that was built from scratch in a top-down city design in which government, urban planners and architects worked together to plan and built the city. Moreover, Almere presents some features that characterizes new towns such as car-oriented transit, restricted land zoning and homogeneous housing typology. In addition, it is considered to be a suburban city, an alternative to the dense, urbanized metropolitan region of Amsterdam.

The project of Almere could represent a solution to the continuous expansion of the cities and conurbation between them in a way to allow the existence of green belts around the cities. Then, according to the principles of the Garden City movement by Ebenezer Howard, it is thought that people could live in places that combine the best aspects of modern cities and old towns with rural characteristics.

Thus, the municipality is developing an expansion plan to accommodate the growing population of 350,000 inhabitants and to provide urban quality with a socially, ecologically and economically sustainable approach.

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FLORIADE 2022 In 2022 the international horticulture exhibition (Floriade) held in the Netherlands will take place in Almere. Cities as Rotterdam, Amsterdam and Venlo have hosted the event in the past, but the most significant difference between the next Floriade and the previous ones, is the development of a Green City prototype which is the core of Floriade Almere plan. Under the theme ‘Growing Green Cities’, the main idea is to create a whole new district following the sustainable and green city premises in the heart of the city.

According to MVRDV, the planners of Floriade Almere, the project takes as its premise the simple pleasure of plants and trees integrated into the everyday lives of the citizens and the city itself.

Almere is a city looking for innovation and expansion, therefore taking into account economic, environmental and social aspects, the government believes that the Floriade represents an opportunity for the city. First, with resepct to the economic point of view, the exhibition aims to attract investments and encourage local entrepreneurs to produce and contribute to the area and to the rest of the city. Secondly, the sustainable roots of the project are their major qualities, since Almere is a city aiming at an eco-friendly development. As stated by Susanne van Kooy, project leader of the Floriade 13

2022, “Sustainability is a way to approach existing problems from a different angle, allowing for out of the box solutions... and sustainability is therefore not the end goal but the means to achieve things.”

Finally, from a social aspect, the Floriade exposition represents an opportunity for Almere’s inhabitants to participate in the process of decision making and also to be engaged in the development of this new district, in contradiction to the historical top-down type of decision making in the city.

According to the project management, the Expo and new city centre will be places that produce food and energy; a green, urban district demonstrating how plants, indeed nature itself, enriches every aspect of our daily lives.

Then, as an united vision, the plans for the Floriade 2022 comprise of the joint agendas of the horticultural industry and the city of Almere: “Growing Green and Green Cities come together in the leading and guiding theme for the 7th Floriade: Growing Green Cities” www.floriade.almere.nl

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ALMERE: VISIONS AND PROJECTS Almere is in a state of continuous development, today it faces the challenge of absorbing the expansion of the randstad area (UMDSU1, 2013). To support these changes, the current city planning has been changed in order to provide for 350,000 inhabitants. The original plan was for 250,000 inhabitants and the renewed plan, Almere 2.0 envisages 60,000 new houses and 100,000 jobs by the year of 2030.

The Strategic Vision for Almere 2.0 is guided by Almere’s seven principles, which are the starting point for the development of the programme, in accordance with sustainable standards. (see next page) As mentioned in the first Atelier Almere booklet, the city already has some projects in accordance with these principles, such as the possible construction of the IJmeer Line - a direct rail link under lake IJmeer, connecting Almere to Amsterdam (principle #2) or the implementation of the cradle-to-cradle technology, which represents an innovative way of manufacturing and recycling (principle #5). Almere will also host the Floriade, an international exhibition of flowers and gardening, held in various locations in the Netherlands every ten years.

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PRINCIPLES OF ALMERE

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1

Cultivate diversity To enrich the city, we acknowledge diversity as a defining characteristic of robust ecological, social and economical systems. By appraising and stimulating diversity in all areas, we can ensure Almere will continue to grow and thrive as a city rich in variety.

2

Connect place and context To connect the city we will strengthen and enhance its identity.

Based on its own strength and on mutual benefits, the city will maintain active relationships with its surrounding communities at large.

3

Combine city and nature To give meaning to the city we will consciously aim to bring about unique and lasting combinations of the urban and natural fabric, and raise awareness of human interconnectedness with nature.

4

Anticipate change To honor the evolution of the city we will incorporate generous flexibility and adaptability in our plans and programs, in order to facilitate unpredictable opportunities for future generations.

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Continue innovation To advance the city we will encourage improved processes, technologies and infrastructures, and we will support experimentation and the exchange of knowledge.

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Design healthy systems We will utilize ‘cradle to cradle’ solutions, recognizing the interdependence, at all scales, of ecological, social and economic health.

Empower people to make the city Acknowledging citizens to be the driving force in creating, keeping and sustaining the city, we facilitate them in pursuing their unique potential.�

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OOSTERWORLD Oosterworld is a new do-it yourself approach to urban planning that introduces organic urban growth to the city of Almere. The project was developed by the MVRDV architecture office for the city’s Municipality. As said

by Esther Geuting, the project director of the project Oosterworld, “it is a radical bottom-up initiative. It’s your dream on the land where you can do whatever you want, but do not harm others.”

In Oosterworld, land owners will have the freedom to choose the shape of their plots and they can build whatever they want, contributing to the development of the neighborhood and the town. The facilities and the urban components of the plots – urban infrastructure, energy supply, waste disposal, water storage, public green and urban agriculture – are developed by individuals, collectives or public organizations. The areas should be surrounded by a green ring, of urban agricultural and public or private green, to create a continuous green and productive landscape in the district.

According to the MVRDV plan, “the only restrictions are that the area remains 59% urban agriculture, 2% water, 13% public green space, 8% roads, and 18% construction, which will ensure that Almere Oosterworld retains its urban/rural character.” (Zimmer, 2012).

“A city is not anymore predominated by ‘structure’. [Oosterworld is part of] A city that we develop all together over time.” (MVRDV)

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“I think the Floriade will be a great boost for the city. Lots of companies will come to Almere creating employment. I hope a lot of people will come from all over the Netherlands to Almere to visit and get be impressed with the city.�

Woman, 40, lives in Almere

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“The city is too big now!

There are a lot of shops, but a lot of them are empty, why is that?”

Dutch eldery man, pensioner, Almere’s resident since 1996

“At first, I said it myself: ‘Almere? I don’t want to live there!’ and now it’s quite OK. It is slowly improving... The city is not finished yet.”

Men, 43, from Haarlem

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“I live in Rotterdam and I think Almere is a dorm city. Nobody in the Netherlands really likes it. Usually families come here to find a job in Amsterdam and Utrecht.�

Man, 35, living in Rotterdam

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“I frequently go to Amsterdam, almost every weekend. (...) My friends also go there all the time.

There’s more to do there, the atmosphere is more exciting. (...) It’s different here in Almere, I think that people here are too individualistic.”

Dutch young man, 22, born in Almere

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SUSTAINABLE INFRASTRUCTURE AND TECHNOLOGY

SUSTAINABLE INFRASTRUCTURE AND TECHNOLOGY INTRODUCTION Infrastructure is one of the main aspects of an urban city. It defines whether a city is connected within itself, if it is functional, easy to use and suitable for the inhabitants’ needs.

A well-functioning infrastructure is no longer enough to characterize a city as efficient. Other concerns like the environmental impact, costs of implementation and maintenance, energy efficiency and rational use of natural resources are some of the aspects governments and urban planners have to bear in mind when planning a new district, a new city or improving an existing area.

In this atelier, four strategies were developed: three related to sustainable urban infrastructure and one related to embedded technology that should be in place to boost the impact and knowledge of such infrastructural development.

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INTRODUCTION

In Almere’s latest strategic vision for the city (Almere 2.0), seven principles were defined with respect to sustainability.

The city aims to be green and sustainable, and already has many features that contribute to reach such a status. There are windmills that provide clean energy for electricity and heat, houses supplied by solar-sourced energy, selective collection of waste, recycling practices, individual sewage and rainwater systems, vast bus-dedicated-lanes, long cycle paths and many other eco-friendly initiatives in the field of urban infrastructure.

However, in order to keep developing and achieve a so-called ‘sustainable’ status, the city still has to improve a great deal, especially regarding the challenges posed by a suburban-like designed city (with low density and high dependence of automobile transports, for example).

We believe that with an integral approach and the right policies towards the development of an ecologically-concerned neighbourhood that closes the loop of production and discard its resources in the area of the Floriade, the city of Almere can achieve its goals regarding infrastructural growth – if the appropriate investments take place and the right stakeholders become involved in the process.

The first outstanding fact is that Almere has more strengths that contribute to a good environment than weaknesses. Also the opportunities are bigger in relevance and role than the threats.

The SWOT analysis will be used to base our strategies on, focusing mainly on the positive features and the possibilities that we see to reach the city’s goals.

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SWOT

SWOT ANALYSIS STRENGHTS Almere already employs sustainability in buildings and planning; The green approach attracts new projects aligned to it; 60% of the houses are linked to a district heating system (by residual energy); 27,000 unities are supplied by renewable energy from wind farms; Solar Island Almere supplies 2700 houses with heat and warm water (worldwide the 3rd biggest solar island); Smart public lighting with sensors that adapt provision to usage; Water management: storm water and sewage are in separated systems; Central wastewater purification plant in Almere Buiten district; Wide public transport network with municipal dedicated bus lanes; Wide network of dedicated cycle paths; 56% of waste is separated - aim 90% in 2030; Smart-waste container: indicating when they are full making the waste collection more efficient; Automated waste collection (AWC) in the city center district (avoid trucks / co2 emissions); Profitable recycling for the inhabitants who collaborate; Almere Smart Society: use of data in ICT to achieve a more efficient urban management.

WEAKNESS Low density city + longer distances to commute: higher dependence on automobile transports (higher emissions of CO2); Need of larger areas for cars and parking; Not eco-friendly bus fleet with a high share of CO2 emissions; Centre’s automated waste collection is partially disabled: costs; Freedom and flexibility in design and constructions: risk of inefficient infrastructure usage; No governmental incentives ($) for Green-like constructions.

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SWOT

OPPORTUNITIES Floriade expo 2022; Being part of the Randstad ring (north wing): strategic location; Foreign willingness to invest in the city due to its strategic location and existing infrastructure; Attractiveness to environmental-concerned people; CISCO: consortium of ICT companies to create a Smart Society platform and optimize urban management and development; European new town platform - ENTP: a platform designed to exchange information, share good practices and implement common projects; Openness to new technologies – a possible lab for innovations; Chosen by CONCERTO to receive investment in energy-optimization.

THREATS Foreign willingness to invest in the city due to strategic location (possibility of attracting environmentally harmful companies); Overload of infrastructure due to city growth; Rise of water level (due to climate changes and rain water); Organic growth initiatives that can lead to residual spaces; Uncertainty about the future of the Floriade’s site; Financial crisis: demand cuts in more expensive alternatives (sometimes the sustainable/eco-friendly options); Characteristics of population. (does it match to the desired bottom-up and cutting-edge technologies that are expected to take place?)

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SWOT

VISION The vision for the ‘sustainable infrastructure and technology’ aspect of the Floriade was built mainly upon the existing strengths and the perceived opportunities for Almere.

The suggestions aimed to match with the ideas behind the winning proposal for the Floriade which displays a cutting-edge scenario that highlights the importance of growing as a green, productive, clean and healthy environment.

We concluded that it is necessary to attract – with incentives, marketing and opportunities – the top-innovative companies in the infrastructure’s sector that hold know-how and quality products and technologies in their areas of expertise.

Such companies should not only provide the best-quality products and practices, to promote a sustainable and eco-friendly site, but should spread the knowledge behind such technologies, enabling people to get involved in their services provision and therefore empowering them to act more consciously and with a willingness to change their surroundings for the best.

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VISION Using the Floriade 2022 as an open laboratory that showcases leading technologies and knowledge in sustainable and eco-friendly infrastructure; A place where people can see both the processes and results behind the eco-friendly systems and the progressive achievements towards sustainability at local and municipal levels.

STRATEGIES

STRATEGIES STRATEGY 1: Rainfall collection system Fresh water is a finite natural resource and human beings make use of fresh water in enormous amounts every day. Population growth and changes in our lifestyle demand a greater consumation of water and eventually it could outstrip the supply.

In the Netherlands, water is an important asset and its management imposes challenges and the need of continuous innovation. In this context our first strategy is related to this natural, essential and free asset: rainfall water.

The goal of this strategy is to use sustainable solutions to reduce the fresh water consumption and to improve the drainage in the area. The key-objective is to keep the water cycle inside the Floriade, harvesting most of the rain water, treating it and using it within the area, therefore saving natural resources, reducing costs of water supply and thus having to depend less on external sources.

It also aims to include the water cycle as an important element in people’s daily lives. It means that all the systems to be implemented should be disclosed, explained and exhibited in a didactical way, becoming more than just an infrastructure feature but also a source of knowledge and inspiration. For example, the wastewater treatment could instead of being hidden underground be an open-air system that also functions as a micro-ecosystem and as a space for leisure, such as the project of the Cheonggyecheon stream in Seoul, South Korea.

1. Cheonggyecheon stream, Seoul, South Korea.

(Source: http://whereischan. files.wordpress. com/2012/04/337.jpg)

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STRATEGIES

2. Watersquare, Benthemplein in Rotterdam working as a detention basin in a rainy day.

(Source: http://www. stimuleringsfonds.nl/en/ latest/news/180/waterplein_ in_rotterdam

3. Rainfall Harvesting Cycle scheme.

(Source: http://crispgreen. com/files/2010/10/ savewater2.jpg)

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The European Union policies for Environmental Sustainability are a good engine to boost the use and development of renewable energy and green practices. The city of Almere is prepared for this green future and has already set its own targets for the early future: to become energy-efficient, to improve its wind-energy plants, to produce energy from algae, to become a zero-waste city using cradle-to-cradle technology and to reduce its carbon footprint.

The Floriade is a good opportunity to ambitiously combine those targets and to work as a gateway for new technology and out-of-the-box practices.

The idea is to create new policies and regulations to determine standards and working parameters to turn the Floriade into a green-city prototype: with zero-waste neighbourhoods, energy efficient and self-sufficient. This goal is reachable only through a holistic approach: combining policies to reduce waste, education to raise consciousness, consumption cycle designed to reduce losses and in-place infrastructure for efficient logistics.

In the area of waste management and renewable energy, the production of Biogas is a very attractive energy source. It involves resource recovery and non-recyclable waste management – besides using organic waste it can also reduces up to 80% GHG emissions – it also has versatile uses: electricity production, heating and as a vehicle fuel. Germany is the world leader in this technology and could be a good partner for further development. Viessmann is an example of a company that could become a partner and work in the Floriade showing its innovative ideas and promoting their bio-energy villages.

Cities like the sustainable-low-carbon Malmo in Sweden and high-technew-town Songdo in South Korea can also be important sources of knowledge and partners for sustainable development.

4. Bioenergy Village Sign – Viessmann Merchandise.

(Source: http://www. viessmann.com/com/en/ products/Bioenergy_village. html)

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STRATEGIES

STRATEGY 2: Waste reduction and energy production

STRATEGIES

5. Waste-to-energy cycle – Biogas production.

(Source: http://www. greencarreports.com/ image/100318417_completefuel-cycle-for-geneco-biobug-a-vw-beetle-poweredby-methane-from-humanwaste)

6. Zero Waste System.

(Source: http://wilderutopia. com/wp-content/ uploads/2012/03/Eco-Cycle_ ZeroWasteWheel_web.jpg)

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Almere is a New Town with a very innovative characteristic: it followed a suburban form of development in which distances between two points are longer than in a compact city. Thus the dependency on the automobile transport is usually very high. This can lead to high rates of CO2 and GHG (Green House Gas) emissions in the city, due to the automobile’s needs of fossil fuels and the amount of cars on the road.

In the city of Almere, both bus and bicycle dedicated lanes exist. However, the buses are not green – They are still largely used due to the longer distances mentioned above.

The city of Almere is already aware and concerned about such issues and commences to take measures, such as providing charging points for electric cars city wide. Nevertheless, we believe that an efficient transport network is a major contributor to a better city. In order for Almere to achieve its targets making it a green and sustainable city, this is one of the main issues that needs to be tackled.

The third strategy addresses the transport sector by improving the public transport system to a greener and more sustainable one that could reduce the emissions of CO2 and GHG as well as dependence on fossil fuels. In addition we suggest investing in a more attractive and enjoyable cycling infrastructure as that is a transportation method that does not pollute the air and also brings health benefits for the people, besides being the national passion when it comes to moving around. Both initiatives should also be represented in the ‘green publicity’ of the city.

7. Informative bike path (Source: edited image)

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STRATEGIES

STRATEGY 3: Transport system - more cycling, less CO2

STRATEGIES

8. Biogas Bus Example (Source: http://www. naturenewables.com)

9. Biogas filling station (Source: http://www. expo21xx.com/ agriculture21xx/19053_st3_ agriculture-biogas/default. htm

10. Floriade Bycicle Sign (Source: edited image)

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We live in the era of technology. Having access to information and knowing how to use the data gathered is a must for managers and agencies in charge of city management. The know-how and integration of multi-level data sources as well as the analysis of how to benefit from such information is a task for ICT (information and communications technology) companies in partnership with governments and private users.

Almere already posesses a good infrastructure of databases and management systems: a huge amount of data is collected every day and used for traffic control, innovation track and water management. Besides all the equipments installed in the city for data gathering, Almere is working together with a broad network of cities and companies searching for innovative and sustainable urban development ideas with the use of technology.

The Almere Smart Society platform, the European New Towns Platform (ENTP) and the Duurzaam Almere are some examples of the actors that build the knowledge-cluster of the city. All of these organizations can be associated with the existing infrastructure for data collection in order to develop a complete system of networks that maps, monitors, graphic-represents, analyses and informs citizens about the indexes and accomplishments towards a sustainable development at local (Floriade) and municipal levels.

The idea is to eventually turn this smart data into a software athat will include a platform that will run on an interactive board displayed initially in the Floriade expo, citizens will be able to interact with it to promote the green practices and empower people regarding sustainability. This can be an important tool to entice citizens to go to the Floriade. An interactive board is easy to manage and can be further installed in different parts of the city – as well as associated with schools and other facilities to educate the young and adults.

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STRATEGIES

STRATEGY 4: Monitoring and informing with technology

STRATEGIES

11. Logo of Duurzaam Almere (Sources: http://www. duurzaamalmere.nl/)

“Together with Cisco and a consortium of industry leaders, the Municipality has developed a vision for the creation of a “smart society” that will make more intelligent use of technology, people and resources for improved urban management and growth.” (http://www.duurzaamalmere.nl/) 12. Image source: www.almeresmartsociety.net

“ENTP has two main objectives: for its members, to work as a platform to exchange information, share good practices and implement common projects(…)”(http://newsroom.cisco.com/release/838229/ Cisco-Helps-Almere-to-Become-a-Smart-Society) 13. Image source: http://www.pilotcities.eu/index.php?option=com_ content&view=article&id=40&Itemid=24

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STRATEGIES

14. and 15. References and examples of interactive boards in bus-stops.

(Sources: http://www. busstopderby.com/ http://www.cctv.com/)

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ACTIONS

ACTIONS AND STAKEHOLDERS ACTIONS - STRATEGY 1: Rainfall collection system The strategy of water infrastructure consists of three main actions: 1. Construction of mandatory rainfall collection system in all buildings to be built in the Floriade area (before, during and after the event). The system should be connected to the public rainfall collection system. The water will be stored in a central reservoir with a treating plant that should be visible and accessible. After the process, the water should be distributed and also used with secondary activities such as the irrigation of the Floriade or washing windows, flushing toilets, cleaning etc. This water system should be profitable for the city and the users.

2. Construction of a detention basin in the area that captures and stores the excess of rainfall water for further release into the system and serves as a multi-use recreational space during dry periods. This will provide not only a dynamic infrastructure that works in its standard function but it will also be a place for learning and interaction.

3. Mandatory use of permeable paving stones in the area of the Floriade.

This is a simple strategy that can have a great impact on the project. Rainfall harvesting is important, but also the permeability of the soil counts to make the drainage efficient so that the drains and pipes do not become overload.

Permeable paving stones can be both aesthetic and functional and should be included in Floriade’s policy to enhance the water cycle management of the project.

The time frame for the rainfall strategy is divided into 3 stages of action: Before, during and after the Floriade.

Before the event, the first step is in the policy making field, since a good policy with clear objectives and pre-defined set of rules, incentives and measurement tools to the processes is essential to ensure the desired outcome for all the actions. Also the infrastructure for the rainwater harvesting should take place and by 2022 the irrigation systems need to be finished and working; the detention basin project should be executed and functioning before the Floriada and the permeable paving stones must be implemented during all the stages.

During the Floriade, the exposition’s structures need to be connected to the water harvesting system; there could be promotion activities that take place in the detention basin square as well as wide marketing and information about the technologies that are in place.

After the Floriade, the systems must be constantly maintained and updat40

The most important stakeholders to be engaged in such a strategy are: National Government with support & financing; Municipality as manager, financer, developer of policies & promotion of actions; Floriade Committee who develops policies for the event, promotes and manages it; Floriade exhibitors with innovative ideas, showcasing new technologies & using the resources in a smart way; National and international enterprises who want to invest in the city or the site by financing, innovating & employing local people; Private investors in the real estate market who should finance, collaborating with their ‘know-how’, receiving incentives for the use of eco-friendly technology and employing local people; Waterschap Zuiderzeeland managing the water, financing and employing local people and finally; Citizens participating, learning and using the resources in a smart way.

ACTIONS - STRATEGY 2: Waste reduction and energy production The actions regarding waste infrastructure are as follow: 1. Policy-making to turn the Floriade into a zero-waste neighbourhood: aiming for total recycling or extinction of waste on site. Not only should all the garbage produced be sorted into the categories: glass, plastic, paper, metal and organic (and other subdivisions when needed) but also the reuse or recycling of these materials should be done inside the area of Floriade district as much as possible. This includes plants of recycling and partnership with companies with waste management expertise. The plan is to close the loop of the area and avoid the need of transporting and consuming even more resources to eliminate the waste.

2. Policy-making to reduce to minimum the waste production during the Floriade event. This includes incentives to reduce consumption of noneco-friendly products, to forbid the distribution of plastic bags by shops, to request the use of biodegradable materials by the exhibitors and to plan temporary infrastructure construction with reusable and green-certificated materials.

3. Production of biomass and biogas from organic waste and algae.

Since the recycling process will care for the lasting materials as glass and plastic, we suggest the use of the organic waste generated by the Floriade district and also throughtout Almere (especially the farming areas or wetlands) for the production of biomass that can later be turned into power, heat and biogas. The biogas is a solution to reduce the pollutant emissions if adapted into the public buses fleet.

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ACTIONS

ed; the promotion of activities in the detention basin must continue creating a referential open-space in the city and any new building must be connected to the rainfall harvesting system.

ACTIONS

The timeframe for the waste strategy is divided into 3 stages of action: Before, during and after the Floriade.

Also in this strategy the first measures should be regarding policy making.

Policies should be established that regulate waste disposal, waste collection, waste recycling and that not only give incentives for green practices but also define restrictions and penalties for the wrong waste management and detailed description on the monitoring process. For the biogas, it is also important to create regulations and to provide the basic infrastructure for it. There should be a defined design of the waste-cycle and the support of marketing campaigns to kick-start it.

During the event, the site needs to be adapted to the needs of the Floriade and special rules must be created by the Floriade’s committee to ensure a green-city-model of waste management. For purposes of information, seminars about the processes could be held and showrooms of the used technologies could be set up.

After the Floriade, it will be important to review the results, improve the policies according to new needs and conditions and also expand the systems of biogas and be constantly busy with the maintenance of the infrastructure.

The main stakeholders for this strategy are: the national and municipal government that share responsibilities for decision and policy-making and also finance; the committee of Floriade along with the municipality for the regulation, promotion and management of the event; the Biogassys project body and ENTP contributing with technology and know-how as well as networking linkage; the exhibitors, national and international enterprises that should invest in their waste production and management in order to fit Floriade’s terms and profit from eco-friendly initiatives and also the citizens that will be directly engaged and responsible for contributing to the functioning of the infrastructure inside and outside of the fair.

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ACTIONS

ACTIONS - STRATEGY 3: Transport system - more cycling, less CO2 The actions regarding the transport system interventions are: 1. Renew of the bus fleet to a biogas-engine one. Connecting with the second strategy, biogas should become the new fuel for the municipal buses that should have the fleet completely renewed by 2020, in line with local and international environmental goals. The change to a bio-fuel system can reduce the emission of CO2 by public transport up to 80%.

2. Use the biogas produced in the Floriade district and have a filling station on site that also informs users about this technology. Besides the new fleet a special filling station should work inside the Floriade serving as a classroom that displays the biogas technology and its whole process as well as the benefits.

3. Increase the use of bicycles through marketing campaign and more interactive and informative cycle paths. The municipality could implement the shared bike rental system, using new technological bikes or features and provide plenty of picking/returning points in the city, to stimulate the use of the bike for outsiders and inhabitants. The cycle paths could be improved becoming more dynamic and informative, like marking routes and timing special pathways, fixing drinking fountains or even express food shops along the cycle paths (an example is: Albert Hein To Go), or distributing gifts along the cycle paths for special occasions. In the Floriade such actions would be enhanced and the event could bring new investors from the sector with trial bikes using new technologies to be adopted by users who would receive some incentives for that.

The time frame for the transport strategy is divided into 3 stages of action: Before, during and after the Floriade.

Before the Floriade all the interventions into the cycle-paths should be done for example: new paintings on the streets, informative signs and support bars close to traffic lights. The shared rental bike system should be in place throughout the different centres of Almere. To renew the bus fleet the municipality needs to set the new rules and deal with the current operator of the lines.

During the fair, extra bike rental spots should be developed at accessible points for the visitors and preferably exposing cutting-edge technology.

It is important that the infrastructure inside the site is appealing to cycle lifestyle so there should be plenty connecting cycle-paths. This action can be connected to Strategy 4 and the information can be displayed in the interactive board. There must be a strategic place for a biogas filling station inside Floriade that showcases and promotes the technology. After the fair, it is necessary to keep maintaining and improving the net43

ACTIONS

work of bicycle lanes and related infrastructure and to market and promote the achievements with the green fleet of buses that work on bio-fuel and renewable sources.

The analysis of the stakeholders to be involved in this strategy follows.

The municipality and Floriade Committee have an important share once they are responsible for the regulation and management of the actions as well as for the promotion of the innovations and benefits of the sustainable practices. For innovation and implementation the main stakes are the companies of bicycles and buses (Maxx) since they will provide the new transport fleet using knowledge and know-how from international examples gathered in platforms such as ENTP. The citizens and visitors are the focus of the project: they should make use of the resources, benefit from the good environmental impacts and engage in the process.

ACTIONS - STRATEGY 4: Monitoring and informing with technology As a complementary strategy, the use of technology to monitor and inform is essential. The actions related to this strategy are: 1. Benefit from existing programs of data management (as Almere Smart Society and ENTP) to map, monitor and inform people about city´s projects and indexes regarding [sustainable] infrastructure.

2. Display inside the Floriade event an interactive board with a platform that maps the existing eco-friendly projects in the city and its development and achievements towards sustainability.

The timeframe for the data management strategy is divided into 3 stages of action: Before, during and after the Floriade.

Before the Floriade it is important to guarantee that the infrastructure for the data compilation and management is installed and well functioning; the networks among related companies must be strengthened and widened; the software must be developed and trial versions of the interactive board should be installed and tested.

During the event it is necessary to install and enable the use of the interactive board and market it out. One possible idea is to later install it inside schools and facilities to be used in educational sessions empowering youth and adults.

After the event the development of this interactive board needs to continue: improving the data gathering, updating the software and consolidating and sustaining the process.

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Even though infrastructure comes usually before or in the early stage of occupation of a site, we have designed our strategies regarding rainfall water, waste management and transport solutions in a way that the users will be constantly in connection with the processes and technologies behind such projects. With this visible and educative way of new infrastructure, we believe it is possible to engage people and empower them to be more engaging and collaborative in their own environment and concerned with the use of natural resources.

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ACTIONS

There are many stakeholders to be engaged in this last strategy and the main reason is due to the importance of data and knowledge linkages of networks for this strategy to be successful and holistic, as well as for the know-how exchange and data gathering. Â The main in charges for such linkages are the municipal and foreign knowledge institutions, CISCO consortium with the Almere Smart Society , ENTP, Duurzaam Almere platform and others. Â For the municipality and the committee of Floriade the main role consists of regulation, management and facilitation of network formation and knowledge exchange. Finally, for the exhibitors, enterprises and citizens the responsibilities are related with information provision and the use of resources in a smart and innovative way.

CONCLUSION

CONCLUSION The city has everything to reach its goals to have a green future with sustainable practices. We identified that many actions already take place in the city, which is rich and has many strengths. Winning the bid for hosting the Floriade 2022 put Almere on the route of sustainable development with even more focus on reaching targets and achieving benchmarks until the exposition take place, and of course, with a mindset of a continuous improvement after the event.

Infrastructure is a vast sector and comprises of many features: water supply and treatment, sewage system, energy production and supply, transport network, waste collection and management and others. Here, we decided to focus on the ones that we found more feasible to have an impact within the project of Floriade and that could contribute for the developing of a new functional city district which aims to be cutting-edge and green.

We believe that our strategies bear in mind the three stages of the Floriade site (before, during and after the event) and contribute positively with real but still outstanding solutions to urban infrastructure.

SMART STRATEGIES TO PROMOTE THE FLORIADE IN THE INTERNATIONAL SCENE AND ATTRACT INVESTMENTS TO DELIVER AN ECO-FRIENDLY, HEALTHY AND SUSTAINABLE ENVIRONMENT THROUGHT INFRASTRUCTURE INTERVENTIONS.

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HOUSING

HOUSING INTRODUCTION Almere is a new planned city built from scratch, there are a lot of innovative ideas and creative initiatives towards its continuous development, attracting entrepreneurs, architects and planners attention.

In general, houses in Almere are new, bigger thanother cities in The Netherlands, and open to green technologies. Moreover, to live in Almere is more affordable than in Amsterdam, which can be a great choice even for those who need to commute to the capital daily, since the distance is small and the public transportation is efficient.

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SWOT ANALYSIS SWOT

STRENGHTS High housing quality The houses in Almere are new, which eliminates most of the maintenance that is necessary for older buildings. Generally they are more comfortable and bigger than those found in the main Dutch cities, usually surrounded by green areas. The buildings in Almere are also open to new technologies, such as green roofs and solar panels.

Affordability According to the Consumer Prices Including the Rent Index, in Almere if one pays â‚Ź2,886.86 to rent then the equivalent in Amsterdam would be â‚Ź3,700.00.

WEAKNESSES Inadequate social housing and student houses Almere does not offer a variety of accommodation, discouraging the tourism and losing the chance to provide housing for students. Since it is much cheaper to rent in Almere than Amsterdam, it could be a choice for students who could then commute to study in Amsterdam. Social housing, as well, could be offered in more quantity to encourage the diversity that already takes place in Almere.

Feeling of unsafety The inhabitants of Almere complain about feeling unsafe, as there is so much open public space, despite low crime rates proving it is a safe place to live. Having more lively streets would diminish this feeling.

OPPORTUNITIES Cheaper than Amsterdam & Utrecht Due to its prime location, Almere can benefit from the disparity between housing prices in the region, especially Amsterdam, where the cost of housing is much more expensive. Almere can be an affordable and pleasant alternative for commuters.

Projection of growth With so many projects happening and innovative ideas, Almere can become the 4th biggest city in the Netherlands, a position that the city has been seeking. Many opportunities are about to happen in the following years, given the constant growth of the city.

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Location near Randstad Almere’s location is crucial since it is easily reachable from the main cities in the Netherlands. The location of the city can bring many benefits for residents both from Almere and for those who live in randstad cities (surrounding cities), given the ease to get around with public transportation.

SWOT

THREATS The Dutch populations impressions of the city Since Almere is a new planned city, there is no historical architecture and heritage, differing from many other Dutch cities. This fact creates a bad image among the Dutch, who prefer to live in older, historical, cities.

Financial crisis The financial crisis that most European countries face is a threat for the expansion of housing in Almere, even if the government makes an effort to develop the city.

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VISION Floriade: an ecologically self-sufficient and vibrant neighborhood, with a diverse, but socially integrated community which benefits from sustainable measures applied in the area achieving health and quality of life.

STRATEGY 1: Diversity guaranteed throught different kinds of accommodation

Reference Project: Spiraling Green8 Skyscraper ‘Vertical Garden City’

by Agnieskzka Preibisz and Peter Sandhaus in Berlin, Germany “Fostering a sense of community in a typically anonymous urban landscape, the proposed tower is designed to have a network of gardens (...).

The resident quarters are arranged to encourage interaction and community building.”

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STRATEGIES

Construction of 900 sustainable dwellings including social housing, hostels and hotels, being a percentage built before, to ensure the needs of the exhibition, and the rest after, to keep the district alive and vibrant after the event.

STRATEGIES

STRATEGY 2: Special focus on student housing Student housing in Floriade - integrated with the camping area -, applying green technologies and encouraging the organic development, giving a certain freedom to dwellers.

Reference Project: Olympiapark constructed for the 1972 Summer Olympics in Munich, Germany “The Park continues to serve as a venue for cultural, social, and religious events. The bungalows (...) were designed as the women athletes’ quarters.

After the Olympics, these and two tower blocks were used by the Munich Studentenwerk for students’ residences.”

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STRATEGIES

Reference Project: Eco Student Residence for University of Southern Denmark (SDU) by C.F. Møller in Odense, Denmark “The building will include the use of a highly insulated and airtight building envelope, low-energy pre-fab concrete components, use of natural cross-ventilation, and extensive heat recovery from exhaust air, waste water, and showers. Passive design strategies like the building’s shape, orientation, adaptation to climatic conditions, daylighting, ceiling heights and structural thermal mass help reduce energy use. Urban gardening, spaces for stormwater runoff and infiltration, recreation and walkways are all designed to protect the soil and wildlife.”

STRATEGIES

STRATEGY 3: Mixed use to achieve vibrancy Mixed use to ensure lively streets after the exhibition or after business hours. It includes offices/workspaces and small shops linked to residential buildings.

Reference Project: The Red Hill Rise by Maxwan and MS architekti in Prague, Czech Republic “Mixed use building which includes offices and retail located along a major spine road connecting the airport and historical city center of Prague. They came up with the idea of ‘breaking-up’ the building volume and inserting landscape and public space in between.”

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ACTIONS AND STAKEHOLDERS ACTIONS

Zoning

student housing housing flat housing

camping site hotel

01

02 03

Floriade

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Stakeholders - Before

National Government

POWER

ACTIONS

Construction of 70% of zone 01, the hotel and “model houses” and “model building” in zone 02 to ensure the needs of the exhibition.

Before Floriade Municipality MVRDV

Entrepreneurs Citizens of Almere

Hotel Architecture Companies Offices

Social Programmers Campings

Citizens of Amsterdam

Students

INTEREST

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Stakeholders - During Open the “model houses” and “model building” to the public. Use hotel and zone 01 to house people that will be visiting and working at the Floriade.

ACTIONS

During Floriade

POWER

National Government Municipality Hotel Entrepreneurs Companies MVRDV Architecture Citizens of Offices

Almere Social Programmers Campings Citizens of Amsterdam

Students

INTEREST

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Stakeholders - After

POWER

ACTIONS

Finish the construction of zone 01and zone 02 to keep the area alive and vibrant

After Floriade

National Government

Municipality Entrepreneurs Hotel Companies

MVRDV Architecture Offices

Social Citizens of Almere Programmers Campings Citizens of Amsterdam

Students

INTEREST

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CONCLUSION

Seeking for social cohesion and diversity, our proposals intend to benefit high and low income people, creating lively streets with diversified activities. Almere can benefit from sustainable actions and taking advantage of the Floriade, in order to grow and achieve unprecedented development levels, not to mention the opportunities for the region and the quality of life of its citizens.

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CONCLUSION

Almere has no historic heritage, but a good history: the city grew from nothing to one of the most developed cities in the Netherlands at an unusual speed, with a background of innovative and smart ideas, and has the courage to try and risk unknown paths.

FACILITIES AND SOCIAL PROGRAMMING

FACILITIES AND SOCIAL PROGRAMMING INTRODUCTION Facilities and social programming themes have a wide range of definitions between the areas of knowledge, from Economics to Architecture and Urban Planning. After looking for the ones that could better fit in this context, we can affirm that the following results translate what facilities and social programming represent to us, both in general terms and within this specific framework of action.

Facilities: 1. Spaces where the provision of services of social interest and/or public responsibility is found.

2. Spaces that, through its structure, design and landscape, promote the opportunity for interaction and/or performance of more specific activities.

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Social programming: 1. Organized work or project intended to provide counselling, guidance and assistance in order to give support and improve the conditions of a community, and especially of the disadvantaged.

INTRODUCTION

2. Organized work or project intended to provide knowledge and promote activities to a community within a wide framework of areas (education, arts, sports, etc.).

MAPPING It was necessary to map some features of the city in order to get to know Almere in terms of availability, types, and distribution of facilities, regarding areas of regional accessibility/mobility, local police stations and fire brigades, education, museums, markets, and meeting places such as pubs and cafés.

Regarding Almere’s educational structure, childcare is provided through playgrounds and nurseries (for children upto 4 years old), childminders and after/before school care support. Primary and secondary schools are available through all four neighbourhoods, as well as schools for special care.

There are ten community schools (Brede Schools) in the city, mainly in Almere Stad (six units), where extra curricular and before/after school activities and programs are provided. Schools for Adults (ROC Flevoland and De Schoor) offer an opportunity of going back to school and enrolling in different courses. There are also International Schools (Brede School Letterland and International School Almere) - which are bilingual schools -, and higher education institutions such as CAH Villentum, BES La Salle, INTI, Windshein Flevoland and the Dentistry Academic Center.

The first impression is that there is a proportional and pleasant distribution of facilities along the four main neighbourhoods (Haven, Stad, Buiten and Poort). Nevertheless, there are a few remarks: 1. There are four police stations and even though they might fulfil the needs and demands of Almere regarding security and help assistance, the visibility of these stations and police officers might be related to the feeling of helplessness and unsafeness brought by lecturers (Gerhard Dekker) and citizens impressions.

2. There is a relevant disproportion between the number of units of primary schools (high) and secondary schools (low). Nevertheless, the student’s capacity of each must still be researched in order to draw conclusions that are more cohesive.

3. There is a high level of dropouts among secondary school students.

4. There is a lack of urban public spaces that function as gathering places, different from private meeting places like pubs and cafés.

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SWOT

SWOT ANALYSIS STRENGTHS Efficient transport network and system Almere is well connected to the nearby cities through the railway and the highways A6 and A27. Within the city, there is an efficient transport network with dedicated bus lanes, cycle paths and underground parking making it easier to move from one point to another inside or outside the city.

Innovative urban management within the Dutch context The municipality of Almere is more a facilitator than a central ruler, reducing regulations and adapting them for the best solution.

Cohesive distribution of facilities A master plan defines the zoning of the city. In that way, the existing facilities, such as schools, police stations, fire brigades, groceries, bakeries and others, are well distributed throughout the city. It is correct to say that Almere has a good accessibility regarding this subject.

Educational support for people with special needs The city ensures to support people with pedagogical, neurological or physical issues in order to create an inclusive city that provides the opportunity for education to all its citizens.

Educational support for adults The municipality of Almere gives an opportunity to adults who did not finish school or want to take advanced technical courses.

Social support for the youth Almere has policies to ensure that the young can attend school and for those that are not interested, they offer special programs to encourage them to get back to school.

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Large cultural diversity After the creation of the Flevoland region, different people from different places started to come into Almere. The current scenario is a city with a large cultural diversity that is open to everyone.

SWOT

Green areas Before Almere started to be populated, green belts were made in specific spots according to the garden city design. Nowadays, the city has a large amount of green areas that produce a better micro-climate and environment.

Multinational social profile Almere has a fascinating multinational social profile. This is an opportunity to attract new people to the city and to be an example of social cohesion.

WEAKNESSES Lack of high educational institutes The municipality of Almere wants the city to be independent of Amsterdam and Utrecht. Today, for the Netherlands standard, there is no sufficient higher educational institutes placed in the city to make it self-sustainable in this aspect.

Lack of public facilities that function as meeting places, supporting opportunities for interaction Unenthusiastic nightlife atmosphere Even with an adequate quantity of pubs and bars in the city, the nightlife is still not vibrant enough. Usually, people go to Amsterdam or Utrecht to go out and socialize due to this thre is an unenthusiastic atmosphere in Almere.

Unattractive facilities (according to citizens impressions) High level of dropouts from secondary schools As Almere grows, the number of problems to be tackled within the city also increases. One of the issues that the municipality is facing is the increase of secondary school dropouts.

OPPORTUNITIES Potential for promoting tourism related to ecological activities In the city centre there is a beautiful Weerwater lake that can be explored for tourism related activities, together with the green areas.

Floriade as an opportunity for raising funds to be invested in creating public facilities according to local needs/demands It is important to think of the Floriade as something that helps the city and not just an event that happens in the city and afterwards becomes useless.

If the facilities needed for the Floriade match with the demand for facilities 68

of the population, the event can be a big opportunity to raise funds for attending the wishes of the citizens.

Increasing citizens participation in the city development and in community’s activities Due to the municipality of Almere, the population is increasingly becoming more pro-active in the city. This in turn leads to a growth in the bottom-up initiatives which in turn creates an identity for the city.

THREATS Cultural and night-life dependency on Amsterdam Amsterdam has many facilities related to culture and nightlife and as it is very close Almere people tend to go there to use those places.

Underestimation of Almere in general from the Dutch people People from other cities in the Netherlands do not know the potential of Almere and what the city really represents. This creates a negative image for the city that can be felt by some inhabitants of Almere.

Constraints for attracting new residents due to an unexciting urban environment Usually, people that move to Almere are looking for a place with a good environment and cheap housing. If the city has no exciting urban environment, the number of potential people that are attracted to the city can decrease.

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SWOT

The estimated population growth means an emerging need for new facilities According to the statistics, the city of Almere will continue to grow due to the movement of people from the rural areas. This means that new facilities should be created to fit to the city’s demand.

VISION Floriade: A model district with sinergy between city and nature. A sustainable neighborhood holding facilities, programs and activities supportive to Almere, creating an interactive atmosphere and a vibrant environment.

STRATEGIES STRATEGY 1: Urban park An urban public space characterized by diversity and vibrancy. A space where city and nature meet, through physical facilities and green areas connected with harmony. A vivid and colorful park, with thematic attractions such as lights and water shows that, as one, provide opportunity to interact with people, city and nature at the same time.

The Magic Water Circuit, Lima. (http://www.civitatis. com/blog/turismo-limaque-ver)

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STRATEGIES

Reference Project: The Magic Water Circuit, located in the city of Lima, Peru was inaugurated in 26 July 2007 and it is “a public park with a wonderful collection of 13 ornamental, cybernetic and interactive fountains where water, music, light, images and laser effects are combined in perfect union and harmony.

The creation of this wonderful circuit included the recovery of more than 7 thousand trees and the restoration of the existing monuments within the “Parque de la Reserva”. Today Lima offers an incredible show in a space full of magic, fantasy and culture that also serves as a place for meeting and enjoyment for the whole population.”

Reference Project: The Civic Space Park, located in Phoenix, USA, was inaugurated in 2009 and “offers residents, workers, students and downtown visitors a park with unique urban design, sustainable construction and operational features. It hosts a unique landmark public sculpture, with 44-meter-tall that moves with the wind and it is especially captivating at night, when lit by a changing array of colors. The park also utilizes sustainable design techniques to generate power, keep the area cool and capture rainwater.�

STRATEGIES

The Civic Space Park, Phoenix. (http://places. designobserver.com/feature/ western-civic-art-works-inprogress/511/)

STRATEGY 2: Educational complex A model school that shares space with higher education institutes and auxiliary branches, where students can exchange knowledge and have different experiences.

A multi-level educational complex focused on innovation, creation and experimentation related to sustainable development, from environmental awareness, food production and urban farming, to green technologies and researches.

Reference Project: The Downtown Educational Complex includes construction of an elementary school, a program-based high school, a child development center, a TV station and a community health clinic located on 5.6 acres of district land in Downtown Oakland, USA.

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Downtown Educational Complex, Oakland. (http://www.mveinstitutional.com/project. php?lID=239&subgID=#)

STRATEGIES Reference Project: UCN IMAGO is an educational center, centrally located in Aalborg, Denmark, consisting of four buildings arranged around a common space. “All four buildings are oriented towards this central space (...) This Central Space is the building’s nucleus and professional meeting point, where there is a pulse and synergy between the various professional educations, helping create an environment, which radiates life, interdisciplinary, and exchange of knowledge. The main level contains spaces for public and group functions and activities and the other levels include educational facilities. From the start of the design process, there has been a focus on energy efficient solutions, so that the environmental impact and architecture go hand in hand.”

UCN IMAGO, Aalborg. (http:// www.archdaily.com/100395/ ucn-imago-gpp-architects)

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STRATEGY 3: Community and exposition center A large cultural and artistic infrastructure within the urban-park. A multifunctional place with a structure for holding specific activities, a variety of social programs and all kinds of meetings.

STRATEGIES

A space showing the history of Flevoland, exhibiting engineering, architecture and urban design features as well as promoting arts and music. All of this, supported by a friendly and casual environment with drinks and food.

Reference Project: Melbourne Convention and Exhibition Centre (MCEC), located in Melbourne, Australia, has an amazing range of spaces, and can accommodate any event. “The space also offers accommodation on-site; it is internally linked to the Hilton Melbourne South Wharf via a private walkway. Some of the sustainable design features are energy efficient lighting, solar hot water, sustainable use of building materials and waste management composting facilities.�

Melbourne Convention and Exhibition Centre (MCEC), Melbourne. (http:// pt.wikipedia.org/wiki/ Melbourne_Convention_ and_Exhibition_Centre)

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Reference Project: Koelnmesse (Cologne Exhibition Centre) is the name of the international trade fair and exhibition center located in Cologne, Germany.“This multi-purpose facility offers a number of superb exhibitor friendly services and conveniences. It offers an exhibition space of around 284,000 m2 spread across eleven halls and has around 75,000 m2 of outdoor space. Besides being known for its first-class services and facility, the Cologne Exhibition Centre also offers a variety of other services such as catering facilities, parking facilities, and is conveniently located from the nearby modes of transportation.”

STRATEGIES

Koelnmesse, Cologne. (http:// www.silencium.de/en/ around-the-hotel/trade-faircologne.html)

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ACTIONS AND STAKEHOLDERS

ACTIONS

In order to achieve the goals of each strategy, the functionality of each proposal was defined regarding the period before the Floriade exhibition, during the event and after. Moreover, stakeholders were identified and their possible roles are also described below.

STRATEGY 1: URBAN PARK Functionality Before A tool for increasing public participation and bottom up initiatives for the Floriade and an urban development of Almere.

A landmark for Almere.

A meeting place for the citizens.

A belvedere for appreciating the waterfront and landscape.

A multi-functional urban public space with diverse activities.

During A living showcase for natural attractions (flowers, plants, vegetables, etc.)

A meeting place for the event, where different types of service and commerce are held.

An urban structure for entertainment, from music shows to arts performances, open-air cinemas, technological presentations, workshops, lectures, etc.

After Even though the event is finished a heritage of the Floriade will remain in the Park. Natural features and visual attractions will be part of the landscape, making it even more attractive and vibrant. Part of the facilities from the Floriade should remain, such as the gardens that should be used for social programs involving food production, fruit growing and flowers. More importantly, the Urban Park should continue to be a space for interaction between the city, nature and citizens.

Stakeholders, Roles and Responsabilities Municipality To define basic parameters and requirements such as area, location, thematic attractions, uses, sustainable measures (infrastructure, permeability, energy efficiency, renewable energy, reuse of water, rainwater drainage, waste collection, etc.)

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Have an Urban Park design contest.

Evaluate and elect three proposals.

Open a public polling to choose the best proposal.

Citizens To be pro-active and participate during the design and polling process, by providing ideas through online platforms and public meetings.

To choose the best proposal.

ACTIONS

Architecture Bureau To develop innovative and creative design proposals for the Urban Park.

To fulfil all requirements and follow the parameters established by the Municipality.

To be open to public opinion and try to address needs, demands and wishes of the society through the project.

Building Society Almere To promote opportunity for meetings of architects, engineers and citizens for creating ideas.

To develop innovative and creative design proposals for the Urban Park.

To fulfil all requirements and follow the parameters established by the Municipality.

STRATEGY 2: COMMUNITY AND EXPOSITION CENTER Functionality Before The building could be developed before the Floriade exhibition, at the same time as the housing units of the district.

It would be a mixed-use facility that would host social programs, cultural and artistic exhibitions.

A meeting place with proper areas (public, semi-public or private) for interaction, such cafĂŠs, pubs and restaurants.

During During the Floriade the space could host many lectures and exhibition areas, and fuction as a central point of information.

The building itself could be an example of sustainable measures.

A place where the visitors are able to eat, drink and see artistic performances.

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After The place would continue with its initial activities and would be consolidated as a reference place of culture, art and social programs in the citizen’s mind, improving its utilization.

Stakeholders, Roles and Responsabilities

ACTIONS

Municipality: To define location, define basic requirements for the projects (areas, idea of programs and uses, goals, etc.)

To facilitate participation and interaction of interested professionals and citizens.

To Contract an architecture bureau.

To evaluate the proposals.

To promote bottom-up initiatives for social programs and activities, as well as provide support for fulfilling its basic needs.

To promote events and give marketing support.

Investors and Funders To contribute to finance the projects.

To explore the advantages of an excellent location for marketing and economic activities.

Cultural Foundations To partner up, providing knowledge and experience for determining specifications for the projects.

To develop programs and ideas for exhibitions.

To instruct and support initiatives.

To run the center.

To participate directly on activities hosted on the community center.

To engage people to participate.

To bring a friendly and vivid atmosphere to the space.

Architecture Bureau To develop innovative and creative design proposals for the Centers.

To fulfil all requirements and follow the parameters established by the municipality.

To address all needs and demands of the program of uses with competence.

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Building Society Almere To promote opportunity for meetings of architects, engineers and cultural-related professionals for creating ideas.

To develop innovative and creative design proposals for the Centers.

To fulfil all requirements and follow the parameters established by the Municipality.

Social workers To propose activities for the community center.

ACTIONS

To provide guidance and tutoring.

To give feedback about the programs for the Municipality.

Entrepreneurs To be connected with the development of the space.

To settle enterprises such as cafes, pubs and restaurants.

To promote the area.

Artists, Musicians and Performers To take advantage of the space to exhibit their art.

To participate in social programs, making pocket shows, and workshops To create a bohemian and “cool� environment, building up an artistic and cultural identity for the place.

Voluntary workers To propose activities for the community center.

To act as leaders, friends, stimulating participation and interaction.

To work as mediators between citizens and social workers.

Citizens To be pro-active, proposing ideas, experiencing and participating on activities.

To demonstrate willingness to join.

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STRATEGY 3: EDUCATIONAL COMPLEX Functionality Before The school for primary and secondary students would be implemented as soon as the park is done, together with the housing units, in order to accomodate the demands.

ACTIONS

A model school, with practical experiences and dynamic teaching methods, providing plenty of activities taking place outside the classrooms, involving environmental awareness, urban farming, and food production.

Workshops related to Floriade could be developed in order to give the students opportunity to present at the event.

During Students would be guided through the exposition, being introduced to the features that they presented.

Students would present the works developed previously.

The school could have “open to the public” days, when visitors would be invited to visit the facilities and get familiar to the school’s concepts, teaching methodologies, student’s works.

Professionals from the event would give lectures, workshops and different activities to the students.

Managers of the event and the Municipality will put effort into attracting higher education and R&D institutions to set up partnerships and make auxiliar branches in Almere.

After The primary and secondary schools will then be part of a multi-level educational complex, characterized by a dynamic atmosphere with interaction between students through diverse activities. It will be a young-friendly environment, promoting interest, curiosity, creativity and innovation.

Stakeholders, Roles and Responsabilities Municipality Define location.

Contract professors.

Develop a program of courses and activities, being innovative and diversifying teaching methods.

Monitor performances, both of the students, professors and staff.

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Professors Teach students, but more than that, captivate and engage them in activities and programs.

Develop and promote activities for everyone, taking advantage of the urban public space.

Social workers Visit the school regularly.

Provide counseling and guidance to students.

Get feedback from students regarding professor’s performance, and vice verca.

Voluntary workers Give support for activities.

Link activities and programs between schools and community centers Provide vocational guidance.

Investors and Funders Contribute to finance the projects.

Invest in knowledge development.

High Educational Partners, University Branches and R&D Institutes Establish units of higher education courses, from graduation to post-graduation, specially related to agriculture, food production, green technologies, sustainable development, etc.

Stimulate start-up and spill-offs.

Attract knowledge workers.

Promote interaction between students from primary/secondary schools and graduation/post-graduation in order to stimulate interest and creativity.

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ACTIONS

Be mediators between school’s professionals and the municipality.

CONCLUSION

CONCLUSION

The three strategies regarding facilities and social programming aim to bring synergy between city and nature, mainly creating an urban park with a particular feature, providing for the city a landmark, both architectural and environmental. This area would be centrally located in the city and would function as a meeting place where city, people and nature can interact.

The urban park would have different usages; the other two strategies proposed, the construction of the educational complex and the community/ exposition center, would be placed there. This whole area working together would create an interactive atmosphere and a vibrant environment.

Through the exposition the park would be mainly disclosed and it would carry on the successful ideas and initiatives from Floriade.

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LEISURE, RECREATION AND SPORTS

LEISURE, RECREATION AND SPORTS INTRODUCTION The best cities in the world seek to provide leisure, recreation and sports for their inhabitants and visitors, and in Almere it is not different. In the main website of the city the Municipality is concerned with promoting sports and leisure activities and make them part of the city’s philosophy: “Sports play a prominent role in the city’s daily life. Not only are sports the leading leisure activity, they also fulfil a valuable social function. Sports bridge differences between people and get them involved in a common objective” (Gemeent Almere) In Almere, it is possible to find many activities such as jogging, cycling, skating, horseback riding, bowling, climbing, golfing, midget golf, swimming, sailing, canoeing, water-sky, motor launches and dinghies, waterways tour, yacht harbours, boat hire, fishing, etc. Furthermore, the city offers rugby, soccer schools, fight clubs, badminton, dance clubs and gyms. An international tournament for secondary students, the International Youth Games, also takes place in Almere once every four years. According to the research 85

and also to the Municipality website, the city offers over three hundred indoor and outdoor sports facilities and over a hundred sports clubs. 60% of the citizens practice sports at least twelve times a year. Regarding cultural activities, Almere has a cinema, theatre, galleries and hosts many events throughout the year.

INTRODUCTION

The city of Almere has a heterogeneous population age – projections show that the city will have more elderly in the future. When analysing the composition of households, families with children are predominant but there are also diversified stereotypes - single mothers or foreigners, for example.

With the interviews, it was possible to discover the common aspects of the citizens of Almere. For example, people with a family in the city or that have been living there for longer, tend to be satisfied. This feeling was increased when the interviewed went to the city looking for a place with calm environment to chill-out. Although there are many green and blue spaces in Almere, it is possible to perceive some lack of use and interactions within them, normally avoided by the local population because of a feeling of insecurity and the lack of infrastructure in these areas.

As a result, there is currently the necessity of a multifunctional district that fits inside Almere’s vision of being innovative and sustainable, with a community that interacts with the nature and the green. Since the Floriade will be located in a central area and easy to access, it is a potential region to address these relations.

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Number of sports facilities

Dog Centrum Netball Riding Horse Handball 22 4 Softball 4

(Source: City Website)

5

Rowing, Sail, American Football, Golf, Rugby, Athletic

6 7 11

29

Hockey

Volleyball

67

Tennis

INTRODUCTION

Football Population projection http:// www.toekomstverkenning flevoland.nl/almere/Paginas/ Bevolking_Bevolkingssamen stelling_Bevolkingsprogno ses.aspx

Household typology (Source: City Website)

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SWOT ANALYSIS STRENGTHS The experimental and innovative mind-set The courage to innovate and to experiment with different activities is very powerful for Almere as it supports new initiatives and attracts new investments that may occur in the city.

Multicultural population The fact that the city has people from many nationalities, that interact and use the public space in different ways enable the creation of a high variety of activities.

SWOT

WEAKNESSES Bad accessibility between the neighbourhoods The bad connection between the neighbourhoods has been highlighted because of the difficulty in accessing some facilities and recreational areas in Almere. Due to this many folk from Almere visit Amsterdam or Utrecht for their leisure persuits.

Poor integration between the citizens The bad connection between the neighbourhoods combined with the suburban growth (with private gardens that encourages individualism) and especially with the lack of meeting points in the city leads to poor community integration.

Underuse of the green and blue spaces The green and blue areas are very characteristics of Almere, however, they could be better used for leisure, recreation and sports.

Lack of diverse entertainment spaces Although Almere has many clubs and cafĂŠs, presenting different themes, the inner dynamics are similar to each other. This fact creates a boredom aspect for this sector.

OPPORTUNITY Floriade as a way to improve the image of the city Almere does not have a good image for many Dutch people, so the Floriade could be an opportunity to show the best of the city to the rest of the Netherlands.

THREAT Extreme seasons and varying weather conditions Any activity created in Almere should consider the weather in order to facilitate sustainable resilient approaches.

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VISION ALMERE An integrated community known for its good relationship with its green and blue spaces where leisure and sports make up part of the citizens’ daily life FLORIADE An opportunity to creating a more varied entertainment center, change the Dutch mindset, and get the people of Utrecht and Amsterdam to want to spend their leisure time in Almere and not vice versa.

VISION

STRATEGIES

Floriade’s vision is connected with the promotion of activities and sports related to green and blue outdoor spaces to improve the citizens’ relationship with nature. The physical and social aspects are related to the integration of the Floriade with the rest of the city. The Floriade is also an experimental field for actions and quality multifunctional spaces that can be applied throughout Almere.

STRATEGIES The main goal is to reinforce the existent axis of leisure facilities in the city.

STRATEGY 1: Creation of a linear zone inside the Floriade, focusing on gastronomic, cultural and other diverse features.

The idea of this strategy is to promote the integration of Almere’s people, making it an area for all genders and ages, for daily and night life. Besides that, the creation of this area would develop a place with defined self-characteristics and marks, which would draw the attention of outsiders and improve the image of the region. A place where artists and creative people could invest and be inspired to innovate. Furthermore, it could encourage the partnership between the local farmers and the owners of the restaurants to sell food from the region.

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STRATEGY 2: To improve the citizens’ relationships with nature and promote their interaction through the creation of a multifunctional space that hosts various events, sports and activities integrated with green.

This multifunctional space aims to provide a quality public space in the area that everyone can use and at the same time, it would encourage interaction between the inhabitants. It is also to put the Floriade in the context of Almere, focusing on sport which has a valuable social function. This space should host new initiatives such as sport competitions (national and international), itinerant fair in Almere, outdoor sports, workshops, festivals, FabLab, among many other possible events.

STRATEGIES

STRATEGY 3: Creation of a pedestrian+cycling connection between the Floriade and Almere Stad, which will be used as a public space that allows citizens’ interaction and creates not only a visual connection but also a physical relationship with water.

This strategy aims to improve the connections within the city. However, it was thought not only to improve the visual connection while crossing the bridge, but also the physical relationship in a way that people would enjoy spending time there. The bridge would be used as a public space and meeting point as well as providing more contact with the water, which could also be used as a contemplation area. Moreover, this place will stimulate the use of bicycles and can be used as one of the entrances to the Floriade.

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ACTIONS AND STAKEHOLDERS STRATEGY 1: Creation of a linear zone inside Floriade, focusing on gastronomic, cultural and other diverse features.

ACTIONS

Actions Before the Floriade, some actions should be applied such as binding partners with a common goal since the success of this area is directly related to the relationship between its participants. The creation of this area must take into account the necessity to attract artists from the region and local entrepreneurs.

During the Floriade, the linear zone connected with the bridge (see strategy 3) would be an alternative, easy access to the event and it would also create an attraction for the community. Furthermore, it could be a supportive infrastructure for the event, regarding food and basic necessities.

After the event, the area should continue to be an attractive place for the community, holding activities during day and night.

Stakeholders The municipality has an important role before the event in which it should promote the concept of the area (Region: Amsterdam-Utrecht), bind the interested parties (Regional Art, Local Food nuclei) and define basic frameworks. Before the event it is important to create partnerships with entrepreneurs, artists, local farmers and other potential partners with a potential of opening their own business in the area. The artists and creative people should start the dialog regarding the common objectives for the area and the local farmers to provide information about the food chain and the possibilities of partnership. The Floriade Management, nowadays represented

by Henk Meijer, must ensure the event main concepts. The architectural office, MVRDV, responsible for the project itself, could present a project for the area.

During the event, entrepreneurs should run the businesses, the artists and creative people should be invited to create small events in this area and the local farmers need to keep the food chain working. The Floriade Management should make sure of the attendances and emphasize the area as an event infrastructure.

After the Floriade, entrepreneurs should continue running the businesses, artists should also continue promoting actions and small events for the area, and local farmers should keep the food chain working.

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STRATEGY 2: To improve the citizens’ relationship with nature and promote their interaction through the creation of a multifunctional space that hosts different events, sports and activities integrated with green.

Actions Before the event, the building should be constructed. During, the building should be not only a place that hosts different activities such as workshops, seminars and exhbitions, but also where monitored playgrounds for children exist, allowing parents to leave their children in a safe place while they are participating in the event. The promotion of general events, conferences and the creation of sports competitions at the local and national level must be a characteristic of the multifunctional space after the event.

During the event, the local community organizations must continue arranging events for the space and the Floriade Management should prepare programs to use the space according their framework.

After, sport agencies must organize local championships and private sport organization should use the building for special events.

STRATEGY 3: Creation of a pedestrian+cycling connection between the Floriade and Almere Stad, which will be used as public space that allows citizens’ interaction and creates not only a visual connection but also a physical relationship with the water.

Actions Before the Floriade, during the construction and development of the district, the area should create a bike route and an information point about the Floriade event.

During the event, the place could have a renting-bike spot to give the visitors an alternative way to appreciate the exhibition and an information point which can turn into a tourist information site about the Floriade and Almere. The bridge should be a special space for contemplation of the event as well as a place that holds an exhibition about the Floriade informing both the citizens of Amere and tourists of the event.

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ACTIONS

Stakeholders The municipality should finance and build the infrastructure and promote the place related to different activities before the event of Floriade. The local community organizations should arrange events for the space and MVRDV must research the program necessities for the future users and design according to it.

After the six months of the Floriade exhibition, the place must support water sports, the promotion of diversity in commerce or other mixed use and the development of hot-spots within the area that can be used for contemplation, meeting points and interaction.

Stakeholders In this strategy, before the event, the municipality could finance the bridge infrastructure and the Floriade management needs to design the information point. The Water management should be a support consultant and regulator.

During the event, the municipality would have to provide bikes for transportation and the Floriade management should promote the bridge as a entrance point for the event.

CONCLUSION

Finally, after the event, entrepreneurs should create business in the bridge.

CONCLUSION Regarding leisure, recreation and sports, the strategies cited above aim to insert the Floriade into the context of Almere, they also intend to continue encouraging the innovative and creative mind-set. It is important to highlight that the strategies and actions were developed based on the city’s strengths, aiming to tackle the weaknesses of Almere. The Floriade should be a place where Almere is reflected and where the citizens feel connected with the region and between themselves.

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HEALTH AND FOOD PRODUCTION

HEALTH AND FOOD PRODUCTION INTRODUCTION Food production and health are two of the main important topics to consider regarding the future of cities. Humanity depends on nutrition and healthiness to survive and evolve. Nowadays, the pressure to practice sustainable agriculture is increasing. This kind of agriculture has the following purpose: to reduce the use of fertilizers and pesticides and to catch water, avoiding wasting it, aiming for healthier food for the population.

Accordingly to the UN, by 2050, the world’s population will reach 9 billion people and the demand for food will double. In order to cope with this demand, the agricultural land available must be used efficiently and creative green ideas are essential.

Due to its restricted dimensions, The Netherlands has been efficiently dealing with agriculture. The country is the leader in horticulture and innovative sustainable techniques. Taking advantage of this knowledge, for the area of the Floriade we would like to propose a model of educational sustainable agricultural, an area based on a minimum impact food cycle – to be highlighted during the event. Among the green ideas, there are techniques 97

such as rotation of the soil to avoid rub, reduction of fossil fuel use in fertilizers and pesticides, use of science aiming the welfare of the population and the education and awareness regarding food and health.

SWOT ANALYSIS The location of the city was taken into account as well as its relationship to the Flevoland region, and what the city is offering/could offer regarding food production and health aspects.

STRENGHTS The existence of green areas between the neighborhoods, which encourages people to adopt a healthier way of life, practice sports or just take a walk;

SWOT

The Eco-Oostvaardersplassen, an ecological reserve which, among many other things, helps to improve air quality; The existence of the lake called Weerwater, in the city center, creating a possibility to practice water sports; A green branding which also promotes a healthier way of life and urban farming.

There are some aspects that encourage farming and the use of agriculture in the area. Among them, besides the fertility of the soil and the wide availability of land, it is possible to highlight the experience of the Dutch agrihorticulture economy as a leader in knowledge and innovation of the food industry - which is completely connected to the group’s focus (use of innovative techniques and investments in research and knowledge).

The municipality has a big interest in both themes - food and health - which enables roundtables, open to anyone who want to participate, regarding health. Also, it is important to emphasize that, in Almere, there are healthcare centers and hospitals in every neighborhood.

WEAKNESSES Almere is the leading city in the Netherlands regarding GHG emission, which goes directly against the concept of a sustainable and green city that the Municipality wants to create. Furthermore, the neighborhoods are really separated from one another and because of that, it can be considered a car-oriented city, which contributes to the increase in air pollution.

Despite the fact that the city offers a lot of sport facilities, such as the Weerwater lake (water sports), they are not affordable or easily accessable with transport to everybody. For instance, in one of our interviews, the person said that she does not practice sports because the options are too far from her home.

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Almere has a Food Open Market that takes place every Wednesday and has the common characteristics of an usual open market: there are stands of food, vegetables, cheese, clothes, electronics, etc. However, there is no partnership between the street market and local farmers. The majority of products sold there are not from Almere but from other cities close to the area. The Food Open Market is not frequented by many citizens. So, our main focus is to improve this weakness, both stimulating local farmers to sell their products there, and encourage people to visit the market and buy biological, good quality, local food.

OPPORTUNITIES A lot of opportunities were noticed in the area: the opportunity to start bottom-up initiatives, possible partnerships with supermarkets to improve the quality of food; the New China Town as a partner for local farmers; the national economic agenda for life science, Agro&Food; green energy supply and fresh water; investments in crossovers to energy, water, food and productive green environment; proximity to Amsterdam and Utrecht taking advantage of the economic growing region; Almere 2.0 as an opportunity to bring sustainable innovations, related to water systems, urban mobility, agriculture and other issues.

The existence of the open market to motivate local farmers; The open market as a way to increase the consumption of local food; The participation on Flevoland, an area for innovative specialization in large world food production systems, bringing more techniques and helping farmers during the Floriade to expand their production; The Floriade focusing on food production and health, developing a new neighborhood highlighting the city; Possible partnerships with the local university: CAH Villentum (rural innovation, development, and urban dynamics courses), which can provide knowledge and research as to how to improve the production of goods; Local food production as a sustainable solution avoiding the food loss and the pollution by its transportation.

THREATS Besides the financial crisis and thus the reduction in investments, as a new city Almere faces many threats first because of its proximity to two big cities or just because it is still ‘unknown’. Concerning health assistance and food provision, there is a competition with Amsterdam and Utrecht who may provide better treatment.

Regarding the Floriade, we noticed: 99

SWOT

For the Floriade event, we can highlight some of the opportunities, such as:

The lack of a stakeholders that represent agriculture on the plan which can make it difficult to start projects on this theme; The lack of information regarding Urban Farming; The biggest risk is the top-down approach of the Floriade, which can hamper the participation of the local farmers, reducing their involvement in the city as in the case of the open food market.

VISION

SWOT

The vision developed by the group for Almere Floriade 2022 is what guides all the strategies and actions proposed regarding food production and health. To guide the process of this vision we established four objectives. The first, regarding people awareness: through the Floriade, to make the population aware - focused on children - about the importance of nutrition and judicious dietary choices and a healthier way of life. The second relates to health and well-being: to increase the population’s quality of life, introducing alternatives of healthcare and food production. The third, focus is on the proximity between food producer and consumer: to increase the participation of local farmers in the food distribution of Almere, optimizing the food supply chain. The fourth is about the use of green technology: to promote a more efficient, sustainable and innovative local food production increasing the food quality by using biotechnology and improving the inhabitants’ health.

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VISION Almere: a sustainable city in the food production and food supply chain taking advantage of the local farming in an efficient way with high standards on food quality, reflecting directly in the inhabitant’s health and awareness though the Floriade.

STRATEGIES The development of Strategies focused on Food Production and Health was based on the SWOT Analysis. Although more ideas have emerged, the three most relevant are listed below.

STRATEGY 1: Education and awareness

STRATEGIES

Partnership between the Floriade and the educational centers to teach and make the inhabitants aware, focused on children, food and health and to offer courses on food production and agriculture.

The Floriade 2022 has as one of its priorities the youth and education. There is a plan to create an Agricultural College. In addition to that, to perpetuate the principles of a green city prototype - proposed by the “Growing Green Cities” to the Floriade area - it is extremely important to promote the awareness in today’s youth and children, because they will be the adults responsible to maintain the city in the future. “Our aim is to make clear to the world what horticulture adds to the quality of life: good and healthy food. (...) The sustainable use of green space, (...), contributes to the preservation of the earth and the environment.” (Nico Koomen, President of the Dutch Horticultural Council). The first strategy focuses on Education and Awareness.

STRATEGY 2: Innovation for food and health Creation of an R&D Center for Health and Food Production focused on innovation in health, herbal medicine and food production in the area of the Floriade with a partnership with CAH Villentum University of Applied Sciences, the Faculty of Medicine of the University of Amsterdam and Wageningen University.

The second strategy, focused on innovation for food and health, will take advantage of the expertise of the Netherlands in knowledge and innovation of food production aligned to the Dutch Horticultural Council – Golden Triangle of the agriculture which is the relationship between Growers, Government and Science. The idea is to create a Research & Development Center that is influential in the Netherlands and the world, with the focus on becoming a reference R&D center for alternative medicine. To boost and finance this strategy, the Dutch Government is investing 1.5 billion Euros for research and innovation on Top Sectors of the economy, which includes AgroFood and Horticulture.

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STRATEGY 3: Sustainable food chain Support for sustainable agriculture, optimization of the food supply chain and use of (bio)technology and science to align supply and demand of food.

Motivation of local farmers to participate in the Floriade through a local food market.

Creation of partnerships between local producers and local food retail and catering.

The impact of the food chain in the environment and in the health of the population can be significantly reduced if every step of this cycle adopts more sustainable actions, as will be detailed in the actions description. To achieve this healthier chain it is essential to count on biotechnology, technology and science. Besides the scientific sphere, it is as important to have strong policies to prioritize local farmers as suppliers for local businesses and educational initiatives to promote citizens awareness regarding, for example, waste and recycling. This strategy meets the green city prototype plan of the “Growing Green Cities� beyond the period of the Floriade.

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ACTIONS AND STAKEHOLDERS STRATEGY 1: Education and awareness

ACTIONS

Educational Center for food and health for children Based on the concerns of the first strategy that aims to teach and make the inhabitants aware about food and health, our first proposed action is the creation of an Educational Center for Food and Health inside the Floriade site, focusing on children and the youth. The idea is to work in partnership with schools and educational organizations, not only local institutions but also institutions located inside the region of Flevoland, with the goal of reaching a bigger radius than the city itself.

The Educational Center for Food and Health can host a demonstration garden, which showcases the production of vegetables, greenery and fruits, showing sustainable gardening techniques to the youth, making a more intimate connection between children and the food chain process. The idea is also to locate a petting zoo (children’s farm) inside the Educational Center, with the same goal that will connect children with the farming environment, stimulating the concept of urban farming. The Educational Center can also host culinary activities, involving the children on the process of harvesting, preparing and cooking the food planted in the demonstration garden, inserting the concept of more judicious dietary choices, and the idea of knowing from where does your food comes from. The proposal is to create and have the Educational Center for food and Health working with the activities proposed before and after the event of Floriade in 2022.

During the event, the Educational Center can work with a more intensive agenda.

Although the Educational Center for Food and Health has a bigger focus on teaching and awareness of the youth, it will also have activities for adults.

The proposal includes a partnership with the city’s University of Applied Sciences (CAH Villentum), to offer courses on Health and Food Production, such as nutrition, sustainable agriculture, gardening and complementary medicine. During the event of the Floriade, the proposal is to offer workshops and short courses to the inhabitants as well as to the visitors of the event, focusing on the topic of Health and Food Production.

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ACTIONS

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ACTIONS

Connection with existing food platforms It is important to relate, connect and integrate the existing food platforms with new initiatives placed not only during the Floriade 2022, but also on the site of the Floriade, before and after the event. There are many platforms related to food, and also to the whole food chain. These platforms are spread out all over the Netherlands, as well as in the whole world, providing activities, workshops and integration between people in order to disseminate the concept of sustainability in health and food production aspects.

Platforms such as “Farming the city”, an independent business and policy advisory group for the development of innovative food-related initiatives, could be a partner in the Floriade. This platform works closely with the city of Amsterdam, concerning the creation of a local food system, working through activities and workshops with the inhabitants.

The “Urbania Hoeve” is another platform that could be connected to the city and the event, it is a social design lab that is designed together with communities and local agencies, and foodscapes in the urban environment.

There are other platforms that could be engaged, such as the “Edible city”, that works as an interface for mapping out publicly available food sources in the urban environment, the “Youth Food Movement”, and the “Slow Food Platform”, both are committed to a fairer and healthier food system, and the “CityPlot.org”, an organization that aims to encourage and motivate citizens to garden, especially in urban areas. The objective is to use initiatives that already exist and work, before creating new ones that perform the same activities with the same concepts and objectives and goals.

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Spa Day Spa Day is a creative form of optimizing the amount of people in touch with relaxing techniques. Our idea is to use the fact that the Floriade will host several spa stands inside its Zen Pavilion (see next Action), and so they can select one day per month to lower their prices in order to make it accessible for everyone. It will allow many people to have the opportunity to enjoy a day in a spa at a much more affordable price. After the Floriade, we suggest that the idea of the Spa Day continues, but less often: every six months the inhabitants could still enjoy a day away from everything and keep their mind clean and fresh.

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ACTIONS

Floriade Zen Pavilion The third action proposed is called Zen Pavilion. It is an alternative focusing in spread the idea of introspective activities which allow people to relax and forget a little bit about their problems. The plan is to locate a pavilion inside the Floriade where the existing spas in Almere will have a chance to have their own space and offer part of their services, taking advantage of the event status and the crowd that is expected. When the Floriade is over, the Zen Pavilion will serve the population as a basis for the NGO ‘Art of Living’ and for the next Spa Days. Art of Living is a non-governmental but also an educational and humanitarian organization focused on stress and social services. It has been working worldwide in more than 152 countries.

Its services include breathing techniques, meditation and yoga and it has been famous for not only reaching the interior peace but also helping in the cure of depression and violent tendencies.

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STRATEGY 2: Innovation for food and health R&D center for food and health The proposal of an R&D Center for Food and Health Production inside the site of the Floriade, comes together with the idea of a close partnership with the University of Applied Sciences, Faculty of Medicine at the University of Amsterdam and the Wageningen University. The propose concerns innovation in health, herbal medicine and food production, in order to reach the objective of the strategy, bringing solutions on sustainable agriculture in order to improve and optimize the food chain and to bring alternative methods to improve the inhabitants health, using a sustainable approach focusing on herbal medicine. The proposed aims are to connect in a more active way the components of the “golden triangle�: the government, science and the growers. During the Floriade an exhibition of the research and developed in the R&D center should be shown including its benefits and outputs, in order to bring visibility, attract more investments and make partnerships.

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STRATEGY 3: Sustainable food chain

ACTIONS

Local food open market The proposal of a local food open market is based on the idea of creating a local food chain. The idea is to encourage the local farmers and producers to participate more actively in the local market, selling and exchanging products inside the city and its region. As Almere already has an food open market located in the city center, the proposal is that, during the event, local producers and farmers can expose their products twice a week at the site of the Floriade, where they can have stands showcasing their products, showing the benefits of offering a local product to the inhabitants and to the event’s visitors. The idea is that after the Floriade, the existing food open market can be relocated permanently to the site of the event, with the intention to make the image of the Floriade as a sustainable district inside Almere concerning also food production, which can remain as a heritage of the city event.

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Sustainable initiatives in the food chain Nowadays, to obtain the title of a Green City or Green Neighborhood, what the Floriade wishes to receive, it is essential to have sustainable cycles, especially a food chain that will have minimum impact on the environment and on the health of the population. “The exhibition area will be a city that produces food and energy, purifies water and connects the city and country. The new city will be likely be completely self-sufficient.” (Henk Mulder, Floriade project councilor). The location of Almere, connecting the largest food producers of the NL (Flevoland and North Holland) to the largest consumers (Amsterdam Metropolitan Area) leads to a broader range of this food chain but still on a small scale within the country.

To achieve the sustainable food cycle, this action addresses every step of the chain – from harvest to food waste, counting on biotechnology, technology and science – with the collaboration of specialist companies and institutions like the Wageningen University. To ensure the adoption of sustainable measures, the municipality must develop policies and incentives - to prioritize local farmers as suppliers for local business and to induce the use of green methods – besides the creation of educational initiatives to promote citizens awareness like the education center proposed for the first strategy.

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ACTIONS

To exemplify sustainable alternatives for every step of the food cycle, for the farming it is important to make efficient use of the land and use the rainwater. Processing; techniques are required to avoid food waste. Packing; recyclable materials are a priority. Logistics; the use of renewable fuel. Retail and catering; the selection of fresh food and the proximity to the food supplier leads to a great reduction of environmental and health impacts. Besides the professional parcel of the cycle, the personal parcel – the consumer behavior - should contribute by making judicious dietary choices and reducing food waste. Finally, food waste should be composted or used to create energy.

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ACTIONS

Experimental green-houses and laboratories The creation of an Experimental Green-house and laboratory of biotechnology and science to align supply and demand of food and to improve food quality, in partnership with the R&D Center which has also been proposed, in order to optimize the food supply chain and create a means to encourage and help local farmers and producers to use sustainable and innovative techniques, creating a space where it is possible to experiment and do trials, to be used as a resource to encourage sustainable food production, within a local and regional radius. During the event of the Floriade, the proposal is to create in the form of a showroom an exhibition of the work developed in the laboratory and in the experimental green-house and its benefits and outputs in order to bring visibility, attract investments and to make partnerships.

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CONCLUSION We want Almere to be a city which can provide its own food and be proud of it. It is not an easy target, however it is simpler when you teach people the right behavior regarding the subject and make them aware of the risks bad nutrition can bring to them or the benefits a balanced diet can provide.

If your target group is not conscious of the importance of the issue there will be no impact. Following this line, we base our proposals to educate and show the citizens what they are dealing with, and how good it can be for them. Mainly the youth who will be the next generation and then responsible to transmit this knowledge in the future.

CONCLUSION

Health is not only physical, is also mental and psychological. It involves the interior wellness and satisfaction, and aimed at this goal, we think it is a good idea to stimulate the use of services that are already provided in the city but not necessarily used - maybe because of the lack of time, or lack of money or even prejudice – through events such as Spa Day in a Zen Pavilion.

To do so, we need a strong and solid infrastructure behind our goal. We need developers working in new alternatives; laboratories testing the best options that are possible; local markets where the farmers can show and sell their food and people, now aware, can buy their healthy food; and researches trying to find new uses for seeds and herbs, using them not only to feed but also to cure.

We believe that the Floriade has a great potential to be a permanent prototype of a green neighborhood, to be highlighted during the event of the Floriade 2022. To achieve this title, our strategy in creating a Sustainable Food Chain is essential. Green actions are important in each step of the cycle: The use of more efficient ways to use the agricultural land; techniques to reduce waste; use recycled material; consume renewable energy; prioritize local farmers and products; eat fresh and quality food; have people making judicious dietary choices and generating minimum waste and composing.

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EMPLOYMENT

EMPLOYMENT INTRODUCTION We can draw several conclusions after examining the different inputs we have on the economical profile of Almere. Among those inputs, we can mention the lectures from the department of research and statistics of Almere, the Floriade project director, consultants and professors. Those were after enhanced by analyzing some papers and also taking a careful look at statistical data.

We have broken down our analyses into two scales. The first one would be macro regional, looking at how the location of Almere in the Randstad region influences it’s economy, more specifically the effects of Amsterdam and Utrecht, and what are the trends and expectations for the city. Then we zoom in to a local scale in order to understand how the local economy is operating, and how it connects to the external environment in which Almere is a part of.

Almere’s location in the Netherlands is very strategic, because it’s very near Amsterdam and Utrecht. Almere also still has a lot of land to develop, which 117

has the potential to bring a lot of people and investments to the city. On the other hand, it looks like Almere is actually the second option for people when they wish to move, although it is cheaper to live there, compared to the the big centers. This paradox is explored in our SWOT analysis.

On a local scale, the cities suburban structure is very focused on residential neighbourhoods and individual spaces, with not very efficient neighbourhood centers, which results in poor interactions and few economic dynamics. Another interesting point is that there are a lot of home entrepreneurs, but still a lot of vacant shops, this could be due to the high rent that is payed in the commercial areas.

INTRODUCTION

We are going to discuss the economic profile of the city and give some suggestions on how the city can take advantage of the future growth and develop in a more sustainable way.

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SWOT ANALYSIS If we take a look at Almere’s history, it’s pretty impressive how the city has grown in the number of dwellers and the number of jobs that have been created, with 190,000 inhabitants and a labor force of 113,000 (65,000 full-time) people in 2011, that is in less than 4 decades of existence (Metropoolregioregio-Amsterdam, 2012). It is also really interesting that it’s one of the few cites in the Netherlands that is expected to grown demographically in the next decades. However, it’s pretty clear that a great part of it’s growth is a result of its very strategical location, it is close to two of the oldest and most vibrant cities of the Netherlands - Amsterdam and Utrecht.

The city of Almere has very good connections with those cities and the region as a whole (the A6 highway, the intercity connection linking the centers of Schiphol Airport, Amsterdam, Almere and Lelystad known as OV- SAAL and Amsterdam’s extensive tram and bus network), which can be seen as a gift, and a curse. This paradox has happened as a lot of people have moved to Almere because they can find cheaper rent, or a better price for a house, and are still in commutable distence to their work (Gemeente Amsterdam, 2007). Large firms on the whole prefer to be situated in a big centers, that already has well estabilished clusters and markets. Some businesses have been housed to Almere as it has cheaper rent and land prices, good accessibility to other centers and a good internet infrastructure.

We should mention that this strategic location is a relief to the housing market of Amsterdam and Utrecht (ABF, 2011). In Almere there is still plenty of land available to build, living there is still relatively cheap and people can still commute to the big centers [only half of the labor force of Almere work in Almere (Metropoolregioregio-Amsterdam, 2012)], the consequence of that is a lack of interaction into the city environment, therefore, a lack of identity. This is reinforced by the fact that the National Government have intentions to stimulate the grow of the city, in our opinion before consolidating social-economically existing neighboohods. This has resulted in a dormitory city, with not many jobs opportunies, social interactions and economic dynamics.

The bright side of being located near those two economical powers is that they receive a lot of attention from investors, and investments in infrastructure, which could benefit a lot the city of Almere. As we can see in the RRAAM report from 2012 that “the programme’s investment in the OV-SAAL and A6 road networks will increase the complementarity and competitive119

SWOT

“Our interviews with the CEO’s of IBM and Endemol (one of the Netherlands largest media production companies) revealed that the key strengths of Almere lie in its low input costs but they both believed that Almere is too far away from the main areas of activity of Amsterdam” (MetropoolregioregioAmsterdam, 2012).

ness of this cluster [Flevoland] of international importance�, not to mention the expansion of the Lylestad airport. If we zoom in to the city itself, we start to have a new perception. Almere was planned from the very beginning, to be green, low density, family residential and suburban style. Even though in a different context and scale compared to the suburban areas of American cities, several similar patterns could be observed, such as the lack of dynamism on the streets, lack of social interaction (no mixed-use), and high car dependency (Economist Intelligence Unit, 2009), even though the public transportation is efficient.

SWOT

It could be argued that the original plan, from Koolhaas, had in mind different neighborhoods, each one with its own life (commerce, markets, schools, hospitals) taking the garden city of Ebenezer Howard as a model, creating different cities within a single one, and each of them could function as a separate unit, that is, without the need of the other. It had been shown, however, that in reality residents commute throughout the city and beyond to fulfill their different needs. This has a suburban pattern that leads to high car dependency and CO2 emissions. As the city center offers the highest accessibility, many shops prefer to be situated there, moving from their old locations. However, since the city center is so out of proportion (86% m² of the city is dedicated to office space) and innapropriete many shops are still vacant (Atelier Almere 01, 2013). This is very contrasting when we consider the number of home entrepreneurs that live in Almere. This innapropriate amount of retail shops is due to the big size of the shops and high rent, especially in the city center, that a small entrepreneur can not afford to pay, preferring to take advantage of the free internet and work home.

There is a lack of talent retention and absorption in Almere that could be an asset in order to attract high-skill related companies. We see a high rate of migration of the youth, whose parents moved to Almere looking for a family environment years ago. One reason is that the city does not offer enough job opportunities, 81 jobs for each 100 working population (Sociale Atlas van Almere 2012), or does not support their potential ambitions, and this assumption is reinforced by the fact that the city does not offer adequate higher education facilities such as technical universities. There is also an inadequate amount of activities for the youth, that see the city as boring and prefer to go to the big centers to study and hang out. When compared to neighboring municipalities the education levels in Almere are some of the lowest in the MRA with only 23% of the population have a university level degree (Gemeente Amsterdam, 2008) It is clear that the city ambition to create 100,000 jobs by 2030 seems a little bit unrealist, even though the city has an annual increases in employment of 7% compared to 1.5% nationwide (Metropoolregioregio-Amsterdam, 2011), taking into account the suburban city structure and the persisting symptoms of the 2008 housing finance crises.

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Apart from the criticisms, we believe that the way Almere has developed is very interestingly. Since the city was planned to be green, it has always looked for green technologies and is very receptive to sustainable innovation. The city has clear goals and directions (Almere Principles), trying to design healthy systems, and more recently letting go the top-down approach and empowering the citizens to change the city (bottom-up approach), with very interesting projects such as Almere 2.0, the Oosterworld, and our business case, the Floriade.

The city has around 133,000 people in their labor force. 65,000 full time jobs are spread through the city within 4,000 firms and institutions. 34,000 jobs are in the public sector, while the rest 31,000 jobs are in the private sector (Metropoolregioregio-Amsterdam, 2012). The rest of the work force commute to other cities. For example, “over 19,000 Almere residents commute to Amsterdam on a daily basis and over half spend more than 45 minutes to get to their place of work”. (Gemeente Amsterdam, 2007).

Since the city is supposed to grow both in the number of inhabitants and dwellers, we expect to see a natural grow in the number of people employed in the public sector, keeping this 50% balance with the private sector, and also in the real estate market. Sectors such as restaurants and wholesale trade are active in Almere, and taking into account that the city is expected to grow into the next decades, we should expect a raise in demand for those sectors proportionally (Sociale Atlas van Almere 2012).

The city has already developed strategic economic sectors such as ICT & Media, Trade & Logistics and Health & Life sciences. The Economic Development Board of Almere (EDBA) is aware of that and has already estabilished clear goals to attract similar industries. (http://english.almere.nl/ business-in-almere/economic-clusters/) “The city invested early in a fiber optic network and has signed a letter of intent with companies such as Cisco, IBM and Philips to buy in to smart city technologies. A report recently published by the municipality also focuses on Almere becoming a hub for start-ups and entrepreneurs in the ICT sector (RRAAM, 2011b).”

Also, “the economic development board [of Almere] recognize that the current and future strengths of Almere remain in small and medium sized enterprises rather than large employers and see the potential of ICT startups as a realistic strategy”. (National-Regional Programme for Amsterdam, Almere and Markermeer (Metropoolregioregio-Amsterdam, 2012).

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SWOT

Another sector where we expect to find a natural growth is the provision of health care. Almere is one of the few cities in the Netherlands that has been acting at the neighborhood level, and has become a testing ground for the provision of new health practices at this level.

SWOT

According to Van Oost and Nood, Almere 2.0 has urban agriculture highlighted as one of the driving forces for the Almere Oosterwold area (Almere, 2009). The city’s ambition is to develop this area towards a so-called continuous productive urban landscape producing food, energy, resources and water within and for the city (based on Viljoen, 2005). Through entrepreneurship and citizens’ initiatives this conventional agricultural polder area should be transformed into a rural urban area by 2030 (Van Oost and De Nood, 2010).

The Floriade poses great economic opportunities for Almere. Not only is it accordance with its principles and vision, the city could use it to brand itself as a green technological city and establish a framework for future development. In this scenario, we believe that the city has great opportunities.

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VISION The Floriade is an attractive and dynamic economic niche of life sciences, food management and integrated medicine steering a healthy and green Almere

VISION

STRATEGIES

After analysing the local capacities as well as the dominant economic sectors of Almere, we came up with a vision that merges the municipality’s “Growing green” perspective with the opportunity of having an international event such as the Floriade - that will certainly act as a vector for future investments if the right policies and incentives get to be applied. Furthermore, our idea is to steer economic development by focusing on the creation of new jobs related to health and sustainable practices in the areas of: food production; integrated medicine and life sciences, stimulating a safe and innovative environment for professionals and companies.

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STRATEGIES STRATEGY 1: Food “Attract investors and institutions connected to food production/management and the restaurant industry, in order to develop a food-based cluster, aiming to close the food chain - from production to consumption and disposal - and to increase the dynamics of the local economy chain.�

The proposal is to steer the food sector in Almere by increasing the connections between the various stages of the food production cycle. The main idea is to stimulate investments and to create new jobs in those different stages. Starting from agriculture and urban farming, to food transportation and logistics, reaching the restaurant industry, passing by the phase of consumption and purchasing, then the waste collection system, including the composting process that turns organic waste into fertilizer returning to the agricultural fields.

In the middle of this process, professional schools and educational institutions work capacitating the labor force and boosting research. Nevertheless, networking is crucial for this strategy. The local government must act as a mediator between educational institutions, small and big scale investors and local entrepeneurs enhancing both, the coverage and the solidity of the cluster.

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STRATEGY 2: Health “Strengthen the fields of nutrition and complementary medicine, towards an ‘integrated medicine’ system, generating employment for professionals, researchers and entrepreneurs. (monitoring food production and quality, developing diets, alternative drugs production, physical activities)” Following the path of Almere’s sixth principle to: “design healthy systems”, our idea is to trigger a holistic approach regarding the health care system of the city. Moreover, two sectors were chosen to be highlighted due to their strong connection with Almere’s experience on food production and agriculture, these are : Nutrition and Complementary medicine.

Nutrition; our idea is to insert health professionals in the food production cycle working as advisors, developing strategies to stimulate “healthy eating” and monitoring the quality of the food from the crops in the fields to the desserts found in the restaurants.

STRATEGIES

Complementary medicine; Encourage professionals specialized in alternative and oriental medicine techniques such as : acupuncturists, massage therapists, chiropractors, homeopathic practitioners, orthomolecular practitioners and many others. Encourage research in the production of alternative medicine, taking advantage of Almere’s expertise on agriculture to grow medicinal plants, flowers, roots and herbs.

Hence, all of those professionals would be inserted in a chain of “Integrated medicine” in which conventional health care meets alternative medicine.

“For example, cancer treatment centers with integrative health care programs may offer services such as acupuncture and meditation to help manage symptoms and side effects for patients who are receiving conventional cancer treatments such as chemotherapy.” (NIH - National Center for Complementary and Alternative Medicine | http://nccam.nih.gov/health/ whatiscam)

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STRATEGY 3: IT and Local Entrepreneurs “Encourage local entrepreneurship making room for start ups and business networks” The city centre of Almere has a wide range of vacant office spaces due to the fact that the rent for commercial spots is quite high and due to the high number of self employed people working at home. After recognizing the city’s current expertise on IT and its wide number of local entrepreneurs, we propose a strategy whose main goal is to transform Almere into an affordable and prosperous city to start a business.

Our idea is to provide investors from different cultural backgrounds, with spaces (new and old), such as co-working offices and retail shops, to establish their own business. Furthermore, the connection with the sectors of Health and Food production could be directly linked to IT regarding the development of apps and software related to food monitoring, agriculture technologies and research on medicine production. This integration between areas of expertise stimulates a huge network of professionals that will transform Almere into the right place to boost innovation.

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ACTIONS AND STAKEHOLDERS METHODOLOGY AND TIMELINE Our methodology to set up actions for before, during and after the Floriade was based on the integration of all the strategies. The actions for the first 8 years have focused on identifying, organizing and strengthening local capacities. Regarding the six months of the Floriade, we have developed actions to advertise the products and services offered in Almere with the objective of attracting investors. For the years after the exhibition, we planned to work on the consolidation of the existing market and its expansion on scale (from local to regional), on coverage and on number.

ACTIONS

BEFORE THE FLORIADE Strengthen local farming and food/alternative drugs production by improving work conditions, networks, technologies, distribution channels and loans. The organic products grown locally (cheese, vegetables, fruits, roots, medicinal herbs, flowers, fish, etc) would be sold preferably in markets and restaurants of the area.

Stakeholders involved: Local government, Local farmers, Food / alternative drug producers, Banks, Restaurants, Food entrepreneurs, Markets and Logistics companies (hardware).

Create free temporary co-working offices, so people can meet, talk and work together, in parallel with capacity building courses related to the development of urban agriculture technologies/techniques, waiter for the restaurant industry and an incubator for start-ups.

Stakeholders involved: Local government, Home entrepreneurs, Start-Ups, Smart Society, Business lobbyists and Professional training institutions.

Promote periodical events during the year and weekends where professionals, researches, investors and entrepreneurs from different fields can promote their work, sell products, share experiences and 128

create networks, while increasing the visibility and dynamism of the area.

Stakeholders involved : Local government, Organizing committee for periodical events, Start Ups, Home entrepreneurs, Food/Health entrepreneurs, Local farmers, Restaurants, Cafes and Supermarkets.

Initiate lobbying to attract researchers and entrerprises and investments in the field of food production/management, biochemistry, alternative drugs, which are all connected with smart technologies.

Stakeholders involved: National government, Local government, Business lobbyists, Research institutions, International investors, Food/Health/IT companies.

DURING THE FLORIADE Consolidate the use of a digital platform related to food monitoring, tracking and disposing within all the demanded spaces of the event: hotels, food courts, supermarkets and exhibition stands.

Stakeholders involved: Local government, waste disposal companies, IT companies (food management technology), markets, cafes, food stands and hotels.

Stakeholders involved: Local Government, Floriade Comission and entrepreneurs previously involved.

Increase the visibility of alternative drugs by dedicating a section of the Floriade exhibition to the cultivation of medicinal plants.

Stakeholders involved: Local government, Floriade Commission, health related professionals, food entrepreneurs, local farmers, food/alternative drug producers, media enterprises to promote the event.

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ACTIONS

Guarantee that a share of food entrepreneurs previously involved in the area of the Floriade before, will be involved and empowered to take part in the planning until the end of the expo itself.

Reference Projects: Borough Food Market, London.

ACTIONS

World Food Festival, Rotterdam.

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AFTER THE FLORIADE Create a regional center for an Integrated Medicine Network, where professionals from both the traditional and the alternative health systems, can complement each other.

Stakeholders involved: Local Government, National Government, Health education institutions, Professionals on both complementary and traditional medicine, Clinics and Hospital managers.

Arizona Center for Integrative Medicine, Arizona, US. The center works together with the University of Arizona, it was founded in 1994 by Dr. Andrew Weil, according to their website their work is “focused its efforts in three domains : education, clinical care and research� (http://integrativemedicine. arizona.edu/about/ )

Consolidate a dynamic business and commercial environment known for its variety of options in gastronomy (new restaurant industry) and affordable retail shops (where local entrepreneurs can sell their products).

Build an incubator where start-ups can find support, establish networks and grow, developing software connected to food/waste management, health and other existing sectors in the city.

Stakeholders involved: Local government, smart society, food/health/IT R&D companies and home entrepreneurs.

Continue to attract investment and research related to food production/management, alternative drugs, and smart technologies.

Stakeholders involved: National government, local government, business lobbyist, research institutions, international investors and food/health/IT companies.

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ACTIONS

Stakeholders involved: Local government, entrepreneurs who have been previously involved, restaurant industries, professional training institutions, start-ups, commercial city developers and board of small and medium-size businesses.

CONCLUSION Almere has grown a lot demographically and economically over the last decades, especially due to the cities strategic location, it is very near to Amsterdam and Utrecht. This growth is expected to continue in the future.

The national investments on infrastructure, such as the A6, the expansion of Lelystad airport and the available space to build represent abundant opportunities for the city which will in turn attract investments and dwellers.

The suburban city structure is a constraint in order to develop a dynamic economy and to promote interactions. This is reinforced by the fact that the city currently does not offer enough job opportunities and the rent of commercial locations is quite high, leading to a high number of “home offices�.

The city of Almere will experience changes in its economy due to the Floriade. In order to guide this changes, it is crucial to develop action plans focused on strengthening local capacities to open space for future investments. Our strategies should be developed according to the existing sectors of the city’s economy : Food production, health and IT.

CONCLUSION

Thus the local government plays a major role as a mediator between entrepreneurs, educational institutions, financial institutions and foreign investors. In a nutshell, we strongly believe that Almere can easily take its place in the competitive market of the Netherlands if these networks between scales, actors, sectors and investments remain firm and well connected with local production.

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CONCLUSION SYNERGY To conclude the Atelier Almere, it is important to address some of the main issues that came out in the discussions, looking not only at the future of where the Floriade will be held and the plans for the Floriade but also going a bit further into issues of the whole city of Almere.

Organic growth In the lectures from the beginning of the Atelier, Almere’s organic growth approach came out as one of the most relevant and innovative aspects of the city and also as one of the strengths of the city’s planning. It allows for changes during the process and accommodates bottom-up development.

Nevertheless, differences between the traditional definition of organic growth and Almere’s approach were noticed by the participants of the Atelier. The traditional concept refers to cities that develop spontaneously and without any plan or regulation, growing into various spaces and in all kinds of directions. (Batty and Longley 1994) but according to the lectures Almere’s planners see organic growth as development according to 133

demand and with a certain freedom in constructing, but still regulated and well-organized. The project for the district of Oosterworld is one example of this sort of organic growth approach, where there is freedom to construct but also some regulation and percentages of land uses which have been pre-established. Taking into account this conflict between concepts, Almere needs to communicate its concepts better, defining in a clear and coherent way their approach.

(Michael Batty & Paul Longley (1994). Fractal Cities: A Geometry of Form and Function. Academic Press, San Diego, CA and London)

Top-down x bottom-up Almere is a planned city with a top-down approach record in planning but that is aiming to become a bottom-up city. It is important to highlight that this change takes time. Regarding their ambition of becoming a “green city”, some of their top-down policies should be maintained in order to regulate and encourage sustainable initiatives. A bottom-up approach should be allowed and fostered by the Municipality but it is also important to think about to what extent bottom-up planning can achieve in reality. The process of planning the Floriade has to be seen by the city as a key opportunity for bottom-up development in Almere.

Empower the people Empowerment of citizens is one of the points of Almere 2.0 vision and is related to the willingness to move from top-down plans to bottom-up practices. Almere is a “new town” only 38 years old; therefore the majority of the inhabitants do not have an attachment to the city which enhances the lack of sense of community. Despite the current economic crisis that leads to the government’s lower budgets for integration policies, it is important that Almere should keep investing in its inhabitant’s interactions in order to create an active community, with engaged citizens that are willing to take power to develop their own city. One of the weaknesses found in Almere was the lack of places for interaction which have a direct impact in the integration of the community. The Facilities and Social Programming and the Leisure, Recreation and Sports Groups from the Atelier proposed to tackle this issue and create such places to support interactions.

Almere’s identity The lack of community sense is also linked with the fact that Almere does not yet have an identity and a soul, as was mentioned by some of the interviewees. Almere could take advantage of its already green approach and strengthen its identity as an environmental friendly city with citizens who have sustainable and green lifestyles. The Floriade is a unique opportunity to boost the creation of this “green” soul for Almere. In the eight years be134

fore the event this identity could be developed and the event would brand this image not only inside The Netherlands but also internationally.

Heritage Despite the fact that the city is a new town and does not have many old constructions, whenever it is possible the municipality plans should prioritize the integration of existing uses into the new development plans to avoid the loss of its heritage. The future plans for the Floriade and the district that will be developed afterwards needs to be taken into consideration., including what will happen to the Waterhout Camping Site which is a family enterprise that opened in 1999. The Housing group of the Atelier proposed to integrate the camping with future student’s houses, as one solution for this issue. Regarding the Floriade, its infrastructure should be planned ahead in a flexible way. For example, the constructions should allow multiple uses so when the event is finished it will have another use for the future district. In that way, not only the green areas but also the constructions can be left as a legacy from the event.

International attractiveness Althought the Municipality affirms that Almere is open and looking for new investors and initiatives, the perception of the Atelier’s participants was that there is somehow a gap in the communication between the municipality and possible investors. For instance, the participants did not find Almere English friendly, especially if compared to other cities in the Netherlands such as Rotterdam, Amsterdam and The Hague. It is important to highlight that all the proposals presented in this book would be benefitial if Almere focused in attracting foreign investors, visitors and possible future inhabitants. Visual communication – such as signs and apps – both in Dutch and English would be the first significant difference, especially in the Floriade, which should be an event that communicates in both languages (and if possible more languages) from the commencement of the planning.

Inclusive Almere Although the original intention was to make the region agricultural land, Almere was urbanized very quickly due to the high cost of housing in the adjacent cities such as Amsterdam and Utrecht and became a dormitory town for the higher income people seeking high standard urban areas.

Therefore, the cities current economic social profile is based mainly on rich and middle class people, but statistics shows that there is a small low income class that is rising. The fact that almere is a planned and a new city gives the municipality the opportunity to think ahead and plan in advance to become an inclusive and mixed city as the city grows. Almere should look for sustainable but also affordable solutions that are supported by pol135

icy instruments, such as subsidies, to guarantee that the poor are also part of the “green city”. One of the Health & Food Group proposals, the Spa Day, concerns the creation of one event that takes place periodically when there is one day that all the spas have affordable prices in order to be an inclusive initiative.

The Floriade location The Floriade exhibition will be hosted in an excellent location in Almere’s city center. The event, and also the future district, will profit from the existence of the lake boarding the plot of land, the new city center and Almere’s train station. The event can bring a “green soul” to the area, once the new city center has a landscape filled by concrete and large scale buildings.

Finally, the accessibility of the plot will be a perfect opportunity for the event and the municipality to use the area as a showcase which can open Almere to the world.

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SYNERGY BETWEEN GROUPS After discussing about every main topic regarding the Floriade and aiming to propose solutions for it to be an opportunity for Almere, we came up with the ideas presented in this booklet. During the process of this Atelier, we noticed that it is really possible to think urban development holistically.

The ideas developed were connected they were able to complement each other.

Beginning with the proposals related to Infrastructure and Technologies, it was possible to make connections between the rainwater collection system and the idea of applying sustainable technologies in new housing buildings. This system can be linked to the optimization of the food supply chain using green techniques - for example, reusing the rainwater for farming which was a proposal by the group focused on Health & Food production.

The implementation of a sustainable transportation system linked to the idea of pedestrians and bike connections between the Floriade and other neighborhoods, proposed by the Leisure and Recreation group.

Inside the Employment sphere, the recommendation of creating spaces and making room for small retail shops and start-ups relates directly with promoting mixed-use. Another example is the relationship between the proposal of an R&D Center, made by the group focused on Health & Food Production to the idea of implementing an Integrated Medicine System, taking advantage of Almere’s expertise on agriculture to grow medicinal plants and also opening space for professionals specialized in alternative medicine.

Moreover, there are lots of connections between the physical spaces focusing on Leisure and Recreation and Facilities - such as the Axis of Leisure and its ‘Gastronomic Zone’ or a multilevel educational complex - and the activities such as Culinary activities, periodical events regarding health (SPA day), and professionals training.

The next page shows a simple diagram that summarizes and clarifies all of these correlations.

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ANNEX I - SWOT ANALYSIS STRENGTHS 1. Almere was planned to be green since the creation of the city.

2. Strong relationship between the inhabitants and the green areas.

3. Existence of the green belts between the districts within the city.

4. Plenty of green and also blue areas within Almere.

5. Strong green branding that promotes healthier ways of life and urban farming in Almere.

6. Goal to produce food for Almere on a local scale.

7. High water and soil quality.

8. Existence of the Eco-Oostvaardersplassen, to improve the air quality 9. Existence of the Duurzaam online platform of Almere, with sustainable initiatives. (http://www.duurzaamalmere.nl/) 10. Waste collection in the city centre is made by a suction system, automatized, which avoids trucks and therefore also reduces CO2 emissions.

11. 56% of the solid waste is separated and the aim for 2030 is 90%.

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12. There is a smart-waste container use system that indicates when it is full, making the collection efficient.

13. Recycling initiatives generate revenues for inhabitants that are engaged in it.

14. Existence of smart public lightning.

15. Existence of an efficient water management: both storm and sewage water systems.

16. Central waste-water purification plant in Almere Buiten with the capacity of 193,000 residents/equivalent.

17. There is already sustainable water heating systems installed in the region, with 60% houses linked to this district heating system.

18. The solar island Almere is the third largest worldwide, providing heat and warm water for over 2,700 houses.

19. There are 27,000 units supplied by renewable energy from wind farms in the city.

20. Electric car usage is growing in Almere.

21. Public transport is efficient and has independent bus lanes – with a radius of 400m to each bus stop for houses and amenities – there are cycle paths, resulting in a good accessibility and mobility within the city.

22. Land ownership is high in Almere compared to the rest of the Netherlands. The majority of land in Netherlands is owned by the State.

23. The building stock of the city is new, maximum 28 years old, and follows modern national standards.

24. Large amount of available space to build, including strategic locations for new developments and also agriculture and urban farming.

25. Possibility of improvement to the district’s connections through the green and vacant spaces within the city.

26. Building legislation allows freedom and flexibility in design and construction.

27. Polycentrical urban design allows for more flexible development opportunities.

28. Large plots and houses with gardens attracting many families that are unable to find these typologies in compact cities.

29. Existence of self-construction experiences in Almere.

30. Low cost of housing and living compared to Amsterdam and Utrecht.

31. Almere is a planned city with efficient infrastructure that adapts easily to new technologies.

32. Use of sustainable techniques in buildings and planning.

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33. Municipality of Almere is willing to steer innovation. Their Almere 2.0 vision regarding city development is an opportunity to bring sustainable innovations related to environmental and socio-economic issues.

34. City has an experimental and innovative mindset, being open to new alternatives and technologies, which also attract investments.

35. Almere Smart Society project which uses ICT to promote more efficient urban management and bottom-up initiatives.

36. Interest of Municipality in food production and health.

37. Tables of discussion to make decisions regarding health, open to anyone to participate.

38. Excellent internet connection in the city.

39. Many home entrepreneurs.

40. Diverse and good sports infrastructure, with the possibility to use the lake in the city center for sports activities.

41. Large scale leisure facilities such as water sports, The Witch World and the Icedome.

42. City center is walkable which enhances commercial activities.

43. Distribution of basic facilities along the districts is cohesive, such as schools, medical centers, police stations, fire brigades and commercial areas.

44. Education system is efficient with a high number and quality primary and secondary schools.

45. Education for people with special needs.

46. Local technical and vocational colleges.

47. Possibility of partnership with the local University: CAH Villentum – which has a rural innovation and development and urban dynamics course.

48. Full Project for youth, supporting the reduction of dropout rates.

49. The multicultural social profile of Almere.

50. Large cultural diversity in Almere and a feeling of intimacy and family environment.

51. Increasing local interest in being involved in the city’s development and in the community’s activities.

52. Existence of “Neighborhood hopping”.

53. The Floriade, which has an excellent strategic location right in the city center of Almere, by a lake, surrounded by green and blue areas.

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WEAKNESESS 1. Long distances between the neighborhoods, which are not walkable or crossable by bike, therefore motivates the use of the car.

2. Existence of the highway that segregates the districts of Almerehaven and Almerehout, splitting the city into two parts – North and South.

3. City is car oriented, with the use of cars still growing, which brings the issue of a need for space and parking lots.

4. Public transportation within Almere is based on buses that are not eco-friendly.

5. High rates of greenhouse gas emissions, especially due to car use.

6. Green belt also acts as a physical barrier in the city.

7. Lack of productive green areas.

8. Underuse of the green and blue spaces, which are also not well connected.

9. No green strategies that concern the city as a whole.

10. No financial incentives from the government for green constructions.

11. Unattractiveness of the public spaces and facilities.

12. Lack of public facilities that function as meeting places and also foster interactions.

13. Some of the sports facilities have restricted access (private).

14. Low density for being a suburban city, focusing on sprawl rather than densification, which brings higher costs in infrastructure compared to higher densities.

15. Conflict between the city’s concept of a suburban city and the Municipality’s ambitious economic goals.

16. City’s top down policies do not meet with the seventh principle of their 2.0 vision which concerns empowerment of the people.

17. City’s planning is focused on individual spaces.

18. Investment in facilities are focused on the city center.

19. Large scale of the new city center conflicts with the original polynuclear planning.

20. Focus in higher income housing in Almere’s planning.

21. High number of commuters within the city.

22. Lack of clear economic sectors.

23. Lack of Research and Development (R&D) centers as locals for innovation and technological development.

24. Home entrepreneurs can be seen as a weakness once they do not generate revenues for the city and do not stimulate the capital circulation.

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25. Agriculture production of the city is not being used in Almere.

26. No partnerships between the open street market and the local farmers.

27. Underuse of the open street market by the citizens.

28. High rent of the shops in the new city center.

29. Lack of small retail shops in the city center to supply the demand of local entrepreneurs.

30. Some of the outcomes from large investments in high-standard architecture, urban design and public facilities are unsatisfied, such as the Apollo Hotel and the theater.

31. Lack of higher educational institutions in Almere.

32. Lack of job opportunities, facilities and higher education makes the city unattractive for young adults.

33. The night-life of the city is unenthusiastic and the entertainment spaces are not diverse.

34. Feeling of not being safe and loneliness within the city.

35. Citizens are not attached to the city.

36. Lack of identity of Almere.

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OPPORTUNITIES 1. Existence of the Natural Reserve –Oostvaardersplassen.

2. Potential for promoting tourism related to ecological activities.

3. Existence of the plan for implementation of Cradle to Cradle technology that is part of the green plans.

4. Existence of the Oosterwold district, with organic development.

5. Existence of national policies that incentive greener vehicles.

6. Strategic location in the Randstad area, as a gate for the region.

7. Proximity with Amsterdam and Utrecht and also the good accessibility within the region by both highways and train – Almere has six train stations.

These connections can support partnerships within the cities and the region and boost economic growth.

8. Foreign investors have already demonstrated interest in Almere due to strategic location and existent infrastructure.

9. Regional attractiveness for knowledge-related professionals.

10. The Floriade horticultural exhibition is an opportunity for raising funds to be invested in developing the city and its “green” ambition, with sustainable food production and healthy practices and also to improving the city’s image.

11. Proximity to Schiphol and its economic hub and also the airport connection and expansion to Lelystad, enhancing local potential for logistics and freight distribution.

12. Market for logistics cluster.

13. Urban and economic development opportunity through the Chinatown project.

14. Population growth.

15. Green aattractiveness to “environmental friendly” people.

16. Dutch agriculture and horticulture economy is as a leader in knowledge and innovation of the food industry.

17. Open market to motivate the local farmers.

18. City’s interest in local food production as a sustainable solution that avoids the food loss and the pollution in food transportation.

19. Possibility of partnership with supermarkets chains to improve the quality of the food provided.

20. Almere’s participation in the Flevoland: innovation area specializing in large world food production systems.

21. National economic agenda for lifescience, agro&food, green energy supply and fresh water.

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22. Investments in crossovers to energy, water, food and productive green environment.

23. High quality and abundant ground water that attracts a lot of companies, especially the ones related with food production.

24. ‘Agromere’ project for food production.

25. Budget for road expansion to improve the connection of Almere within the region.

26. City was chosen by ‘Concerto’ to receive investment in energy optimization.

27. The ‘cisco’: a partnership with companies to build database and management of data to improve efficiency and develop new technologies.

28. European new town platform (ENTP), where there is exchange of information, share of good practices and implementation of common projects within European’s new towns.

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THREATS 1. Current financial crisis with its negative economic externalities such as lack of jobs opportunities and decrease in investments.

2. Financial crisis also has an impact in sustainable and eco-friendly alternatives due to budget constraints. These green alternatives are currently more expensive than the traditional ones.

3. Climate change that causes extreme rainfall, rising temperatures and sea levels rise.

4. The existence of extreme seasons in the area, with rain water flood risks.

5. Only one direct road that connects Almere with the region, the A6 causing a bottleneck.

6. Competition with Amsterdam and Utrecht due to the proximity to the cities. The competition is present in all sectors, economic and social.

7. New “organic growth” approach from the municipality, in Oosterwoorld for example, can be a threat to investments in the region once there is no security and certainty regarding what will happens in the area.

8. The “organic growth” can also create residual spaces.

9. Conflict between the “organic growth” concept within Almere urban management and the ambitious goals of holding the Floriade horticulture event, creating 100,000 jobs and doubling the population size.

10. Negative image that people outside Almere have about the city, such as a city with “no soul and nothing to do” quote from some of the interviews.

11. Cultural and night-life dependency on Amsterdam.

12. Constraints for attracting new residents due to the negative image of an unattractive urban environment.

13. Fast growth of Almere, partly caused by a national pressure to Almere to grow and house people due to its location in the randstad region. This fast growth can also lead to an overload of infrastructure if not planned carefully.

14. Strategic location some environmentally harmful foreign companies wants to invest in the city.

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