from coal to leisure
Belgium situated in Europe
Province of Limburg situated in Belgium
Maasmechelen situated in province of Limburg
Maasland (region) situated in province of Limburg
Mining area (Mijnstreek) in province of Limburg
Maasmechelen, former location of a coalmine Beginning 1900: coal was discovered in Limburg Within a period of 25 years: 7 coalmines, 1 coalmine in Eisden, part of Maasmechelen Start production in Eisden: 1923 Total production: around 75 million tons Highest employment: 7.450 miners (1955)
Maasmechelen, former location of a coalmine
Maasmechelen, former location of a coalmine 1987: the Eisden coalmine was closed = social disaster!!! In the same period Limburg was confronted with the closure of all the other coalmines
Maasmechelen, former location of a coalmine Consequences of the mine closing direct loss of 3000 jobs (coalminers) = mostly men indirect loss of 2000 jobs (textile companies, transport, laundry,..) = mostly women high unemployment unemployed people without any skills or education coalmine site was polluted lots of old, useless buildings
Maasmechelen, former location of a coalmine Biggest problem? Nor Maasmechelen, nor the wider region was ready to solve these problems Result? lots of strikes, disturbance, protest
the Limburg-Plan Decision – makers took their responsibility: the Limburg – plan a new future for Limburg an agreement between different authorities national government reserved ₏ 250 million for Limburg
the Limburg-Plan Content Limburg – plan education for former coalminers (languages / construction) financial possibilities for the creation of industrial zones search for investors social program (early retirement, premiums)
the Limburg-Plan What did the city of Maasmechelen do? The city decided to divide its territory into 4 zones: Southern part: industry Center: administration & living Above center: commercial zone Northern part: tourism & recreation
the Limburg-Plan Northern part = former location of coalmine First actions taken: preparing this location for new investors removing old buildings / pollution creating a new access road, parking places, ‌
the Limburg-Plan
the Limburg-Plan
Further actions: search for new investors many candidates with dreams but no money 1995: contacts with a few serious candidates 2001: opening of the first new projects
new projects Art Academy
new projects Movie theatre “Euroscoop”
new projects Maasmechelen Village Outlet Shopping
new projects Shopping Center M2
new projects Sports accommodation
new projects Hotel
new projects French gardens
new projects Marina for yachts
new projects New office of tourism
new projects creation of a National Park
new projects creation of a National Park
new projects creation of a National Park
marketing The big question was: How to sell the new developments to Maasmechelen, Limburg, Flanders, Belgium, Euregio? Maasmechelen was the first city in Flanders to make a citymarketingplan.
citymarketing The final conclusion of the citymarketingplan: Maasmechelen = leisure destination Leisure = mix of nature, culture, fun shopping, recreation Leisure = unique selling product
citymarketing Nature - National park Hoge Kempen - Maas
citymarketing
citymarketing Culture -
Multicultural community Mining history Events “Maas� - villages
citymarketing
citymarketing Fun - shopping -
Maasmechelen Village Outlet Shopping “Old� Commercial center Shopping Center M2 Restaurants
citymarketing
citymarketing Recreation - (Water) sports - Biking & walking
citymarketing
citymarketing a new image, a new name‌
citymarketing Finances - Private – public cooperation - Every investment = private party - Government = public area
citymarketing City of Maasmechelen was able to invest thanks to the support of: Limburg – plan European community Province of Limburg Tourism Flanders National Government
the future Which developments are necessary? European call 5 groups reacted – one will be selected to develop the former coalmine site next investments = 2007
the future The city of Maasmechelen hopes to welcome you in