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This publication has been co-financed by the European Commission in the framework of Interreg IIIB-MEDOCC Produced by
Sevilla Global Agencia Urbana de Promoción Económica del Ayuntamiento de Sevilla Edited by
Sevilla Global Agencia Urbana de Promoción Económica SEVILLA CITY COUNCIL Pabellón de Italia, 3ª plta. Isla de la Cartuja 41092 Sevilla Tlf: +34 95 446 75 55 info@sevillaglobal.es www.sevillaglobal.es Texts and Graphs Fundación Metropoli. Sevilla Global. C2M Partners Printed and Designed by Imagénesis Photos Marseille Pascal Delcey
CONTENT 1. THE C2M NETWORK: COOPERATION OF MEDITERRANEAN METROPOLIS . . . . . . . . . . . . . . . . . . . . . . . . . 05 2. POLYCENTRIC DEVELOPMENT AND URBAN SYSTEMS IN THE MEDITERRANEAN . . . . . . . . . . . . . . . . . . . . 09 3. MEDOCC AS A NEW EUROPEAN INTEGRATION ZONE . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13 4. CLUSTERS OF EXCELLENCE IN MEDOCC METROPOLIS Sevilla . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26 Mรกlaga . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 38 Barcelona . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 50 Marseille . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 62 Lyon . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 76 Genova . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 90 5. MEDOCC AS A COMPETITIVE BUSINESS REGION. CONCLUSSIONS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .106 6. MEDOCC CITIES BUSINESS CONTACTS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .117
THE C2M NETWORK: COOPERATION
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The Mediterranean Occidental (MEDOCC) region is one of the most dynamic and fastest-growing areas, both in population and economic growth in the
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European Union. Over for this reason, the C2M [Mediterranean Metropolis Cooperation] Project was conceived within the Interreg III–B EU Initiative to promote greater synergy and cooperation amongst the cities within MEDOCC.
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OF MEDITERRANEAN METROPOLIS
General Objectives of the C2M Project are to: :: Create, by strengthening cooperation between its cities, the conditions to reinforce the competitiveness of the MEDOCC region, especially the capacity to have a coherent metropolitan strategy. :: Work towards the objectives of ESDP (European Spatial Development Perspective) to create a balanced and polycentric urban system, especially the vision for new EU "Integration Zones" to complement and interact with major European and global decision-making centres. In addition, the C2M Project seeks to: a. Support the interchange of experiences and knowledge pertaining to major economic functions among the participating metropolis. b. Analyse and share the findings of the strengths and weakness of MEDOCC in comparison with the other major European areas. c. Create a permanent platform of cooperation among the major metropolis of MEDOCC. d. Promote MEDOCC region as a business places worldwide. The major metropolis of MEDOCC are participating in the C2M platform: Sevilla (leading the work on city marketing), Marseille, Barcelona, Genova, Lyon and Mรกlaga. Sevilla is represented by Sevilla Global, the Urban Agency for Economic Development.
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:: Barcelona: Technopolization in the Global Economy :: Genova: Culture and Knowledge as Factors for Location and Economic Growth :: Lyon: Airport Strategies and Systems :: Marseille: Accessibility and Transport Infrastructures
Project Creating Competitive Business Places. The objective of
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themselves -individually as cities and jointly as a region- as an
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attractive node for the global economy.
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The Sevilla Pilot Project focuses on the projects and initiatives
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MEDOCC metropolis are adopting in order to position
that impact the physical form and urban quality of Sevilla, Barcelona, Genova, Lyon, Mรกlaga and Marseille. The project identifies the urban factors make the MEDOCC cities attractive
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attractiveness.
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policies that MEDOCC cities can undertake to sustain their
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as a "Business Places", and reviews urban initiatives or
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In the case of Sevilla, SEVILLA GLOBAL developed the Pilot this Pilot Project is to review the urban strategies the
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:: Mรกlaga: Integration of Port and City
2. POLYCENTRIC DEVELOPMENT AND URBAN_
_SYSTEMS IN THE MEDITERRANEAN
The difference in the levels of economic competitiveness between the centre of the EU and the peripheral areas remain significant. With the globalisation of the economy, the regions which offer the best competitive advantages will be the winners. Right now, the geography of Europe remains the very polarized "centre/periphery" model with the centre symbolised by the "Pentagon" formed by London-Paris-Milan-MunichHamburg. The persistence of imbalances in the levels of competitiveness would reinforce this "centre/periphery" model, and threaten the spatial integration of EU regions. This is a critical issue for the EU agenda, especially with the enlargement of the EU towards the East. For these reasons, the European Spatial Development Perspective (ESDP) was adopted in 1999 by the Informal Council of EU Planning Ministers. The ESDP has as one of its three main objectives, the development of a polycentric and balanced urban system in EU territory.
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terms of objectives. The objective of the polycentrism is to develop, at the European scale, urban agglomerations that
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enable them to interact with the decision-making centres in
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Europe and the World. This is achieved by supporting the
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have the demographic weight and economic potential that will
development of several competitive economic poles in the EU "pentagon". Another objective of polycentrism is to avoid overconcentration by spatial diffusion of urban develop at different levels: continental, national, regional and local.
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based on the existing urban grid, to complement the
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systems which have strong connections which reinforce their
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complementarities and vice versa in a virtuous circle. These
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In its geographical dimension, polycentrism involves sub-
connections can occur at the local, regional, national or
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continental levels. At the regional scale, for instance MEDOCC, this supposes the consolidation of the networks of cities between these metropolis with smaller cities) and the location
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(connecting the major metropolitan cities and also connections
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of the most dynamic spaces at trans-border zones to function integrated transport and communication systems.
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like interfaces between regional systems, while ensuring
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The concept of "polycentrism" in the EU is best understood in
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TWO DIMENSIONS OF POLYCENTRISM: GEOGRAPHICAL AND FUNCTIONAL
Functional polycentrism, as defined in "Construction of a
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Polycentric and Balanced Development Model for the
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European Territory", is the division of certain functions in order
to encourage greater complementarities among the urban areas of the EU. In this way, they may play a more structuring role in achieving a greater balance between the territories and also to reach a critical or threshold mass at the economic level. Functional polycentrism can be applied at several scales according to the function, and can already be seen in the
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strong connectivity between poles such as London, Paris,
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TOWARDS POLYCENTRISM IN MEDOCC
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national barriers that inhibit exchange and cooperation
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between territorial systems over three member states (France,
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The challenge for MEDOCC lies in the persistence of trans-
Italy and Spain). While trans-national co-operation may be
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difficult, though not insuperable, it is perfectly possible act at the infra-regional level (for example, Marseille – Nice) or interregional of proximity (for example, Lyon – Marseille). C2M
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trans-national co-operation projects.
Pilot Projects are comparing how and where these integrations
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identifying metropolitan functions that can be reinforced by
are taking place and in what fields.
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contextual advantages of MEDOCC, the C2M Initiative is
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Through Pilot Projects which evaluates the constraints and
It may be a long way towards a polycentric MEDOCC, but the
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undeniable historic coherence and clear functionalities.
C2M initiative is making the important first steps towards
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potentials in particular for the MEDOCC region, which has
realizing this vision. In 2005 the cities of Valencia (Spain) and Torino (Italy) has become members of the C2M platform as well.
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The concept of functional polycentrism has enormous
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Brussels and the Dutch and German urban grid.
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3. MEDOCC, A REALITY FOR THE FUTURE
EMERGENT “GLOBAL INTEGRATION ZONE� IN THE EU Stretching from Andalusia in Spain to Lazio in Italy, the Mediterranean Occidental (MEDOCC) contains about 10% of the population of EU25 on just 8% of the EU25 surface area. MEDOCC is one of the most dynamic and fastest-growing economies in the EU. From Andalusia to Lazio, the MEDOCC space can be clearly observed on the nocturnal satellite photograph as a soon-to-be continuous line of lights. This nocturnal image without territorial frontiers encapsulates best the potential and vision of MEDOCC as an emergent "Global Integration Zone".
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Number of Research Institutions (Public and Private) participating in the 5th PCRDT programme of the EU.
Number of Research Institutions (Public and Private) participating in the 5th PCRDT programme of the EU. 1450 to 2345 518 to 960 207 to 475 99 to 194 20 to 97 Less than 20
ATTRACTIVE NETWORK OF MEDIUM-SIZED METRO AREAS Of the 30 largest cities in the world, only two (London and Paris) are located in Europe. Like the rest of the EU, cities in MEDOCC are not big agglomerations. Indeed, MEDOCC can be characterised as a network of medium-sized cities and metro areas. The MEDOCC cities have maintained many of their traditions, idiosyncrasies over their history. Many of these cities also have historical, economic and cultural links with each other that date back centuries. The medium size of the average MEDOCC city is a positive factor for urban management (as opposed to mega-cities). The effective management of the medium-sized metropolitan agglomerations is an important competitive advantage.
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Population in 2000 Number of Inhabitants (in thousands)
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Population in 2000 Number of Inhabitants (in thousands)
More than 7000
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DEMOGRAPHIC DYNAMISM In new global economy, the "raw materials" are human and
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intellectual resources. Although the old physical advantages – land, access to source materials, market places, etc increasingly decisive will be talent and innovation. For these
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– will continue to be important, the factors that will be
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factors, we have to depend on the supply of people. In general, Europe is confronted with a declining demography and an ageing
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80 to 460
population, which is hurting its competitiveness. However, the
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490 to 960
major MEDOCC metropolis and the Mediterranean shore are
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1040 to 1420
experiencing demographic growth (primarily due to immigration, but also because of higher birth rate of recent immigrants) in
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1640 to 2860
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3190 to 4700
sharp contrast to the EU "Pentagon". Thus, in the short- to medium-term, MEDOCC will have a growing pool of human resources for economic development.
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INTELLECTUAL CAPITAL AND INNOVATION The presence of Universities and research centres, and the numbers that work or study in them can point to the availability and quality of human capital within a city. Many MEDOCC metropolis are important university cities, so there is a continuous investment in intellectual capital in the MEDOCC region. In addition, the inhabitants of the MEDOCC metropolis are also relatively well-educated compared to the rest of the Country. Innovation is the creation and exploitation of new ideas, and
Population in 2000 (in thousands of inhabitants)
towards this end, MEDOCC has an important network of Science and Technology Parks: from Cartuja Technology Park and the Andalusian Technological and Aeronautical Park
Dominant Specialisation: Types according to a hierarchical classification based on 13 indicators.
(Sevilla), the Parque Tecnológico de Andalucía (Málaga), the Parc Cientific de Barcelona (Barcelona), the Technopôle de
1. Little specialisation 2. Little specialisation with few company headquarters 3. Port
Château Gombert and the Parc Scientifique et Technologique
4. Airport 5. Tourism
de Marseille-Luminy (Marseille), Biopole de Lyon-Gerland and
6. University 7. Strong potential for research
the Domaine Scientifique de la Doua (Lyon), through the
8. International congresses 9. Scientific publications
emblematic Sofia-Antipolis (Nice), and the future Erzelli
10. Financial and economic activities 11. All activities
Technology Park (Genova).
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ECONOMIC COMPETITIVENESS The 2004 World Competitiveness Yearbook (WCY) prepared by IMD covered 60 countries and regions, including two from MEDOCC – Catalonia (ranked 27th) and Rhone-Alpes (37th). Efficiency, Business Efficiency and Infrastructure.
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France (30th), Spain (31st) and Italy (51st). Indeed, Catalonia
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was the 2nd ranked region after Bavaria (20th) and actually
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ranked higher than the Ile de France (32nd). Within MEDOCC,
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Catalonia and Rhone-Alpes (centred on Barcelona and Lyon
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*According to number and turnover of the companies.
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The rankings of Catalonia and Rhone-Alpes compare very favourably to the rankings of the three MEDOCC countries:
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Number of Headquarters of Large Companies.
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The WCY study considers Economic Performance, Government
respectively) look likely to maintain their competitive edge. Other MEDOCC cities are developing highly-competitive clusters, for example Seville, the political and economic capital of Andalusia, with aeronautical, transport and logistical sectors.
Number of Passengers in 2001
Number of Passengers in 2001 More than 70 18 to 56 5 to 16 2 to 5 2,2 to 2 < 0,2
AIRPORTS AND AERIAL TRANSPORT With the saturation of the northern EU airspace, there are opportunities for MEDOCC to develop more air nodes, and to develop specific role such as "gateways" to Latin America or Africa. Barcelona-Prat is already one of the top 10 airports in the EU with more than 21 million passengers annually. LyonSaint Exupéry, the second airport of France, is well-positioned to be a major multimodal transport hub with excellent road and High Speed Rail connections. Malaga’s Pablo Picasso Airport sustained high levels of annual growth over the last decade, is the gateway to the southern Iberian coast, as well as gateway to North Africa. Seville’s San Pablo Airport, elarged in time for the 1992 Universal Exposition, also has excellent facilities and ample capacity for growth, easily handling 18% more passengers in 2004 than in the previous year and reaching the hihgest traffic in his history with 2,6 million passengers.
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HIGH SPEED RAIL The EU considers the creation of the High Speed Rail (HSR) network the “sine qua non” for the territorial integration of the Union and fundamental for objective of demographic mobility. Today, the HSR network is fast becoming a reality throughout Europe. Indeed, MEDOCC is in the forefront of the HSR revolution: The first HSR line Europe was the Rome–Florence “Directtisima”, inaugurated in 1978, and is being upgraded to the latest standards. In France, Paris–Lyon was the first French TGV line, inaugurated in 1981. Similarly, Madrid–Sevilla was the first Spanish AVE (Alta Velocidad Española) line, inaugurated in 1992. Marseille (2001) and Barcelona (2005) are part of the HSR network, and very soon Valencia (2007). The trans-national Barcelona–Perpignan–Montpellier–Avignon will also be constructed. In Italy, the HSR network is being extended to Genova.
Number of cities accessible within 1 day.
Number of points* 207 127 to 187 150 to 169 101 to 148 50 to 98 2 to 49
*According to number of return trips to from the city to cities in another country.
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PORTS AND MARITIME TRANSPORT MEDOCC is characterised by its long coastline and historical maritime traditions. This should have given rise to
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top 15 EU ports in 2002: Marseille (3rd), Genova (10th) and
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Algeciras, in Andalusia (14th). Similarly, MEDOCC container
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ports such as Valencia (7th), Algeciras, in Andalusia (9th),
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Genova (10th), Barcelona (12th), Marseille (14th) and La Spezia
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Many MEDOCC metropolis such as Barcelona, Marseille,
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Mรกlaga and Genova are important ports-of-call for
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(15th) are among the top 15 EU container ports.
Mediterranean cruises, and are investing in modern passenger
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facilities and improving Port-City connections. Sevilla is the unique inland commercial port of the Iberian peninsula with a traffic of 4.9 Tm in 2003. This gives Sevilla an unique opportunity of exploit its multimodal potencial for
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logistic and manufacturing activities.
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activities. Yet, according to European Sea Ports Organisation (ESPO) statistics, there are three MEDOCC ports among the
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possibilities for improving port infrastructure for a variety of
LEISURE AND TOURISM Leisure and Tourism are among the most important and fastest-growing economic sectors in the World. France (1st), Spain (2nd) and Italy (4th) are the top tourist destinations in the World. According to data collected by the World Tourism
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Organisation (WTO), nearly 170 million tourists visited these
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three countries in 2002, equivalent to 24% of global tourism
MEDOCC metropolis such as Sevilla, Barcelona, Genova, Málaga and Marseille are seeking out synergies with congress facilities, the historic centres and airports, to further increase their attractiveness and competitiveness.
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Number of tourist overnight stays in 1999 (in millions).
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Caribbean/Bahamas. Apart from improving passenger facilities,
Number of tourist overnight stays in 1999 (in millions). 36 to 44 10 to 15 4 to 9
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largest cruise capacity in the world after the
2 to 4 0,5 to 2 < 0,5
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mark in 2004. With 15%, the Mediterranean has the second
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growth, and is expected to reach the 10 million passenger
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The global cruise industry is also experiencing tremendous
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example, exemplifies the region’s leadership in this sector.
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wide range of hotels and tourist facilities that Seville has for
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Many MEDOCC cities have deep experience in this sector. The
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attract many of these visitors to the MEDOCC space.
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three Mediterranean "C"s – climate, cuisine and culture –
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of that year, and generating receipts of US$93 billion. The
Number of Cultural and Touristic Sites
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Historic and Cultural Heritage is one of the pillars of both MEDOCC identity and economy. Indeed, the Western
Catalana, and Hospital de Sant Pau, Tarragona’s Poblet Monastery and Old City; Lyon’s Historic Old City; Arle’s Roman Ruins; Avignon’s Historic City; Portovenere–Cinque Terre on the Ligurian Coast; etc. MEDOCC cities are also cultural capitals: for example, Genoa was chosen as the 2004 European City of Culture and Seville is the World Capital of Flamenco. Barcelona (1992 Olympics) and Seville (1992 Universal Exposition) have also proved themselves to be very capable of organising the largest
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Park; Barcelona’s Gaudi architecture, Palau de la Música
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and Archives of the Indies and the impressive Doñana Natural
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UNESCO sites in MEDOCC include Sevilla’s Cathedral, Alcazar
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three countries, of which a third are found within MEDOCC.
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788 recognised by UNESCO, over 100 are located in these
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countries with more UNESCO World Heritage Sites. Of the
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For this reason, Spain, France and Italy are among the
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present day evident on the territory.
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successive civilisations from the Phoenicians through to the
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Mediterranean is like a palimpsest, with the "writings" of
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international events.
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In conclusion, it can be said that MEDOCC cities are the very paradigm of the quality of life of southern Europe.
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*According to the number of well-known and ceremonial sites.
4. CLUSTER OF EXCELLENCE IN MEDOCC METROPOLIS
4.1. URBAN PROFILE OF
SEVILLA Municipal Population: 710,000 inhabitants Municipal Surface Area: 141 Km2 Metropolitan Population: 1,2 million Metropolitan Surface Area: 655 Km2 (22 municipalities) Main business clusters :: New agro-food complex :: Aerospace and Aeronautics :: Logistics :: Engineering and other Advanced Services :: Information and Communication Technologies (ICT) :: Real Estate (particularly Industrial and Commercial) :: Tourism and Leisure :: Specialist Retail Located on the banks of the Guadalquivir River, Sevilla is the largest metropolis in southern Spain. It is a political, administrative and services centre as well as the capital city of Andalusia, the largest of the 17 Spanish Autonomous Communities. With 87,268km2, Andalusia is also one of the largest EU regions, roughly the size and population of Austria.
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Within Spanish cities, Sevilla is one of major demographic and functional important, only to be surpassed by Madrid and Barcelona in terms of economic influence.
The metropolitan area of Sevilla leads the regional economic system with 15% of the population and 17.5% of the GDP. The central city has a great vitality, concentrating 62% of the population and 72% of the employment of the metropolitan Matrix 2. Components of Excellence
area. It experimented an accumulated growth of 2.8% in the
Sevilla
past ten years, in contrast with the negative growth experienced by other metropolitan capitals in Spain. It has the most important concentration of big enterprises in Andalusia (31%) and 128 of the 6,000 biggest Spanish firms are located in Sevilla. At present, there are 60.000 enterprises located in Sevilla, which employ 420,000 people in the whole metropolitan area being 300,000 just from the city of Sevilla.
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Historical areas. Hotels. Stadiums for large sporting events. Uniqueness and atractiveness of the overall urban image. Tourism, hotels, restaurants and leisure activities. Network of highways and roads connecting the city-region to other points. Restaurants. Network of railroad lines linking the city-region with other points. Trade fairs and Convention centers. Financial services. External image of the city.
COMPONENTS OF EXCELLENCE AND "WORLD CLASS ELEMENTS" OF SEVILLA
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Plazas and streets as meeting places. Golf courses. Quality of the urban setting for pedestrians. Business and Industrial Parks. Science and Technology Parks. Telecommunications infraestructure. Green areas in the city. Quality of university education. Offices and business centers in the CBD. Quality of the city´s surroundings. Advantages obtained from the comparative cost of living. 23 New insurance products.
AN UNIQUE EXPERIENCE IN CULTURAL TOURISM Sevilla has preserved its rich architectural and historic patrimony dating back to the Roman Empire. The Old City is a fascinating mix of Mudejar, Gothic and Renaissance styles. Important sites include the Cathedral, the Alcazar and the Archives of the Indies (UNESCO World Heritage Sites) and the Roman ruins at ItĂĄlica. In addition, the city is the focus of
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colourful cultural traditions such as the Semana Santa (Easter Week) processions and the Feria de Abril is considered to be the world capital of Flamenco. Together, these form the pillars on which the tourism industry in Sevilla is based upon. In 2004, the city received over 1.5 million visitors.
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THE MEDITERRANEAN PARADIGM OF QUALITY OF LIFE
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spaces. Sevilla boasts many excellent eating and drinking
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places, and bustling nightlife. At the same time, the city is well-managed, clean, safe, and has efficient public services. Along the year a full agenda of festivals in music, opera, network of scenic venues.
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FACILITIES FOR ECONOMIC ACTIVITIES For a city of its size, Sevilla is endowed with excellent facilities Technological Parks and Congress/Exposition Centres as well as
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for the development of economic activities. The city has
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a wide variety of Hotels, Office and Business Services, Research
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Centers and Universities. Most businesses are included in the service sector, but the Sevilla economy also houses powerful
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Mediterranean lifestyle lived on the streets, plazas and green
clusters in agro food processing, automotive and aeronautics.
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historic centre, excellent weather (especially in winter), and a
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neighbourhoods such as Santa Cruz and Triana, a thriving
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Europe. As a medium-sized metropolitan area, Sevilla has lively
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Sevilla ranks consistently among the most liveable cities in
The city has supporting amenities and facilities such as Banks and Commercial Centres. More than 1, 000 local and international firms in advanced business consultancy are operating from Sevilla. In addition, as administrative capital, the offices of public agencies and institutions related to economic activities are located in the city. SEVILLA: AN INTERNATIONAL BRAND Sevilla is one of Spainâ&#x20AC;&#x2122;s most well-known cities outside the country, and encapsulates the most emblematic images of Spain such as flamenco music and dance, together with the religious feast days. The 1992 Universal Exhibition [EXPOâ&#x20AC;&#x2122;92]
Cartuja Technology Park
was a unique opportunity for Sevilla to present an image of a forward-looking and innovative city that has remained faithful to its roots. Just in 2004 the city hosted two significant world events in sports: the Golf World Cup and the Davis Cup Final. That Sevilla already possesses this very positive and highly
CARTUJA ISLAND: THE UNIQUE URBAN TECHNOLOGY
recognised exterior image is an excellent basis to open up the
PARK IN EUROPE
city as an attractive business place. The Scientific and Technological Park, Cartuja 93, is already one of the fundamental axis of the technological development of Andalusia. This urban Technology Park is unique in Europe because is perfectly integrated in the city, within 500 meters from the historic centre and a 500,000m2 plot area. It is equipped with the most advanced infrastructures and houses 245 companies (biotechnology, food and agricultural, applied engineering, environment, health technologies, telecommunications and computer science), investigation and development centers together with university and vocational centers. Cartuja 93 produced 1,258 million euros of annual revenue and it has become, with 9,000 workers, the first techno park in Spain in terms of employment.
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STRONG CONCENTRATION OF STRATEGIC INVESTMENT PROJECTS Sevilla is nowadays developing several important projects like:
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:: Construction of the underground, whose first line will
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link the city center with the most important peripheral
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:: Aeropolis: Aeronautical Technology Park, where all the
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auxiliary firms are planned to be concentrated. :: Production and assembly of the AIRBUS A400M and the construction of a new plant of EADS-CASA. :: SE40: New ring road which will improve the connectivity
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of the metropolitan area. :: Enlargement of the Convention Center [FIBES], to
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consolidate definitively Sevilla as a "City of congress".
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actions and investments to be developed in the city.
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:: Strategic Plan Sevilla 2010: global plan for all the
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extension of 455.000 m2. :: Industrial Land Revitalisation Plan.
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logistic center. :: Creation of a new technology park, with a predicted
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:: Enlargement of the port: new lock and new transport and
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areas and universities. It is planned to finish in 2006.
:: Approval in 2004 of the new Urban Land Planning.
URBAN FACTORS THAT MAKE SEVILLA ATTRACTIVE AS A "BUSINESS PLACE" QUALITY OF SPACE AND LIFE For a medium-sized metropolitan area [in a range similar to Amsterdam or Brussels], Sevilla has a very attractive combination of high-quality urban spaces and its world recognized quality of life. The city is sized enough not be
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overwhelming, and at the same time has vibrant supply of cultural, leisure and commercial options. The Historic Centre
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and the traditional neighbourhoods in the city exhibit tremendous vitality. These are authentic "fusion places" where
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one can live, work and play, and are the places where the emerging "Creative Class" gravitate to. The area surrounding the city also offers leisure options and high life standards that improve the attractiveness of Sevilla for potential investments.
Three world class locations 1) Cartuja 93. Scientific and Technological Park 2) Aer贸polis. Technological and Aeronautical Park 3) High Speed Train Terminal
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LOCATION AND CAPITAL STATUS Sevilla is the largest city in the south of Spain, where it is also the capital of Andalusia. Historically, its location on the banks of the Guadalquivir River helped it to be an important staging post for trade with America. Today, as capital of the autonomous region, it is the location of important public institutions and agencies. Sevilla enjoys a privileged position. It is connected to Madrid in two and a half hours via High Speed Train. The road and railway infrastructure as well as the international airport and an important commercial port, make Sevilla highly accessible. (Besides, a very important highway network connects Sevilla with the other Andalusian cities). Sevillaâ&#x20AC;&#x2122;s geo-strategic situation at the confluence of the Mediterranean and Atlantic Arcs also opens up tremendous possibilities for the city to be a first class logistical node in the southwest Europe.
URBAN FACILITIES AND INFRASTRUCTURES Sevilla has excellent urban infrastructure and facilities, and this is another important factor of its attractiveness as a "Business Place". Sevilla enjoys good internal and external transport links. The High Speed AVE trains connecting Sevilla with Madrid have been in operation since 1992. A new terminal designed by architect Rafael Moneo in the Sevilla San Pablo Airport was inaugurated for the 1992 Universal Exposition and is poised to find a renewed role with the adjacent Aeronautical Technology Park and the new assembly plant of the aeronautic European consortium EADS-CASA, while the new metro is already under construction. The highway system has kept pace with the economic development of the city. Traffic on the SE-30 ring road is generally smoothflowing, while SE-40 has already been planned. The city is
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well-equipped with other infrastructure such as those for sports and leisure: two top level football teams and the socalled Olympic stadium are among the world class facilities, and the large green spaces in the city such as the historic
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Maria Luisa Park and the Alamillo Park.
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the universities to obtain a qualified workforce. One of the
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reasons for the implantation of the Aeronautical Technology Park was the existence of a cluster of aeronautical companies in Sevilla. A new faculty of Aeronautical Engineering has been
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AndalucĂa. The Cartuja 93 Technology Park works closely with
set up, and will provide well-trained professionals for the
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MenĂŠndez Pelayo, and the Universidad Internacional de
industry.
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Universidad Pablo de Olavide, Universidad Internacional
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In addition there are three other public institutions:
Two well-Known Business Schools operate in the city: San
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largest public university in Spain, with over 70,000 students.
Telmo International Institute and EOI (School of Industrial
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for its economic needs. The University of Sevilla is the second
Organisation).
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Sevilla is committed to the development of human resources
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HUMAN AND INTELLECTUAL RESOURCES
SEVILLA, YOUR PLACE IN THE BUSINESS WORLD In the current panorama of global scale inter-city competition in which cities play an increasingly significant role on all
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decision-making levels (social, economic, political, cultural,
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and so forth), the city of Sevilla is in a privileged position to play its hand on a revamped playing table, where some of its
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consideration providing insight into Sevilla’s new role in
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World. Because of this new framework, 21st century Sevilla
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must be construed within a context of diverse productive and
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society lies in our progressively metropolitan concept of the
cultural hues that define metropolization. It must be
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conceived of as an area that, among other signs of vibrant economic and production activity, spans over 20 municipalities with one million inhabitants and 70,000
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cities like Florence, Marseille, Glasgow or Düsseldorf.
standing goes without saying), an equally important
business establishments generating over 420,000 jobs. Even
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dynamism resides. In this sense, Sevilla rubs shoulders with
Beyond regional and national scales (in which Sevilla’s high
in a context of suburbanisation and demographic shift to the
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a large part of the Old-New World economic and human
outskirts, the city of Sevilla maintains a remarkable
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Sevilla’s contribution to the European urban network, in which
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Europe and Latin America. This has been further enhanced by
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historical nexus between Africa and Europe and between
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Ocean and the Mediterranean Sea has made it a natural and
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Sevilla’s outstanding geographical location between the Atlantic
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cards have yet to be laid on.
demographic and productive vigour with no sign of letting up:
62% of the population in the metro area lives within the city limits in which 63% of the metropolitan areaâ&#x20AC;&#x2122;s production takes place. :: An urban economy with a significant potential for
To specifically address its competitiveness, a list, although not
growth, especially in fields relating to technological and
complete, of the comparative and competitive advantages can
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area located within the OECD-European Union, in addition to completely developed local institutional
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perfect combination of quality of life and business
a FIBES - Convention Center
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environment. :: A city with a proven organisational capacity for global events including: Expo â&#x20AC;&#x2122;92, the 1999 World Athletics Championships, the 2003 Sevilla EU Summit and the Final of the 2004 Davis Cup.
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standards.
typical of large European cities, which translates into a
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installations and adapting them to the very highest
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modernising and fully exploiting its infrastructures and
Sevilla-Madrid line). :: An urban area free of the congestion problems that are
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social and economic rise in the last 15 years; creating,
routes (the first high speed train in Spain was the
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:: A surrounding region which has undergone a spectacular
structures at the service of business and investors. :: Excellent conditions of accessibility and networking location within important intercontinental transport
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year-old age group is the most numerous.
:: Highly competitive operating and investment costs for an
guaranteed through new infrastructures and by the cityâ&#x20AC;&#x2122;s
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and professional qualification, in which the 20 to 40
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:: A youthful population with a high degree of technical
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most outstanding of which are listed below:
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investment and the development of economic activities, the
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features that render it a particularly attractive enclave for
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business innovation.
serve as a guideline. At present, Sevilla provides a series of
:: An urban economy open to the world, with international aspirations and an historic global vocation.
In this sense, the productive profile of Sevilla is ready to take up the challenges of the new Knowledge economy. Its growing GDP, above Spain’s national average, and a restrained consumer price index, has set a positive trend that Sevilla’s economy has followed since 1995 and which has intensified in recent years. This trend is driven by a highly diversified industrial sector with a marked potential for growth, by the strengthening of the city’s role as an important Southern European commercial and business centre, by the consolidation of the Sevilla-Tecnópolis scientific technological park into an important activity centre for business and innovation, by the vitality of a tourism industry that, apart from short-term swings and in comparison with other traditional destination markets, is in excellent shape, and by the strong growth of the building and public works sectors.
The transport industry sector has a great importance for the metropolitan area of Sevilla. Integrated here are the naval construction industry with a long-standing tradition, the automobile industry and especially the sector with the greatest future projections: the aeronautical industry. The recent appointment of Sevilla as the site of the assembly of the Airbus A400M has made the city an important world reference within the aeronautical field. A specialized industrial park is being created in the metropolitan municipality of La
Airbus A400M
Rinconada, where major production and supply companies are being located.
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Thus, the productive shape of Sevilla can by characterised by the following basic features: :: Sevilla is, above all, an important services centre (65% GDP), with an outstanding position in the public services subsectors- reflecting the directional function of the city within the region-, commercial activities, tourism, financial and business services and those related to new technologies. :: At the same time, Sevilla is a highly diversified first-rate
Airbus A380
industrial centre, with wide potential for growth. Particularly significant are the aeronautical industries, the energy and chemical sectors, basic metals industries, agro-food and biotechnology industry and in general, the manufacture of transport materials. :: Sevilla has a privileged position and has become a meeting point for two of the basic axis for the development of the European Union: the Mediterranean and the Atlantic Axis, and it plays an essential role in the relations with the Maghreb countries, as a link between two continents: Europe and Africa.
To all of the above we must add the renowned quality of life of Sevilla: its history full of world-class references to culture and art, its Mediterranean climate, the traditional hospitality and cosmopolitan openness of Sevillians, together with a long list of other features, we can conclude that Sevilla offers a full guarantee of success in investment and in developing business projects. Without any doubt, itâ&#x20AC;&#x2122;s an excellent time to stake your bets on
AVE
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Sevilla.
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4.2. URBAN PROFILE OF
MÁLAGA Municipal Population: 547,000 inhabitants. Municipal Surface Area: 395 Km2. Metropolitan Population: 912,000 inhabitants Metropolitan Surface Area: 1,045 Km2 (26 municipalities – Costa del Sol) Main Economic Sectors: :: Tourism and Services (70%) :: Industry (10%) :: Real Estate and Construction (10%) :: Transport and Communications (6.5%) :: Agriculture (3.5%)
Málaga
Principal Industrial Activities: :: Construction materials :: Agro-food processing :: Clothing, Footwear, ITC The city of Málaga is the second largest in Andalusia, and is the capital of the Province of Málaga. It is in the best location to play a leadership role in the emerging poly-nuclear coastal metropolis of Costa del Sol with over 800,000 inhabitants. The economy is heavily dependent upon tourism and service industries but is also diversifying to include light and high technology industries. Málaga and the Costa del Sol
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do not lack "quality of life", as evinced by the thousands of Spaniards and specially other Europeans who come to visit
COMPONENTS OF EXCELLENCE AND “WORLD CLASS ELEMENTS” OF MALAGA
and to stay, and by the runaway growth of coastal communities over the last twenty years (35% in the city, 150% in the Metropolitan Area).
CITY AND MUSEUM OF PABLO PICASSO Matrix 2. Components of Excellence
Málaga Pablo Picasso was born in Málaga in 1881, but left the city at the edge of ten and only returned for one brief visit. The cities that formed him artistically were Paris and Barcelona. Nevertheless, it is the medium-sized metro agglomeration of Málaga that can perhaps has most to gain from its association with the internationally recognised artist, and is dedicating important resources to promoting this link. With the new Picasso museum (opened in late 2003) and refurbished family home where Picasso was born, the city has instantly been catapulted into the Spanish cultural itinerary. TECHNOLOGICAL PARK OF ANDALUSIA – PTA)
1 2 3 4 5 6 7
Science and Techonology parks. Trade Fairs and Convention centers. Location within the international context. Golf courses. Financial services. Airports. Maritime, riverfront or other water-related esplanades. 8 Consulting services. 9 Quality of the city´s surroundings. 10 Tourism, hotels, restaurants and leisure activities.
11 Restaurants. (quality and variety) 12 Economic leadership. 13 Capacity of the city to compete at the international level. 14 Business climate. 15 External image of the city. 16 Availability of technology. 17 Desing and artistic creation. 18 Software design.
The Parque Tecnológico de Andalucía (PTA), located in Campanillas (about 14km NW of Málaga City Centre) is a state-of-the-art technological park that serves as an Andalusian hub for research and development. It was set up in 1992 as a result of the co-operation of several administrations, i.e., the Junta de Andalucía, IFA, the Empresa Pública del Suelo de Andalucía and the Ayuntamiento de Málaga. In 1995, it became the headquarters of the International Association of Science Parks (IASP), and in 1998, the headquarters of the Spanish Association of Science Parks.
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CLIMATE AND LIGHT / LOCATION ON THE COSTA DEL SOL The Mediterranean climate that Málaga enjoys is one of the major reasons for the growing number of (especially British and German) tourists and long-term residents in the area. With the mild climate, it was possible to maintain open-air activities for many months of the year. The city of Málaga is located in the centre of the 150km coastal zone that has come to be known as the Costa del Sol, which has 1 million residents as well as large numbers of semi-permanent residents and tourists. This central location has strengthened Málaga’s pre-eminence on the Costa del Sol.
PABLO PICASSO INTERNATIONAL AIRPORT Málaga’s airport is the fourth busiest in Spain, after Madrid, Barcelona and Palma de Mallorca, and certainly the most important in southern Spain. In 2002, the airport registered over 10 million passengers, of which over 7 million arrived on international flights. The airport is connected to 16 Spanish cities and over 60 European cities by a variety of airlines (regular, low-cost and charters) and is the fastest growing in Spain, an average of 7% over the last decade. When the current expansion project is completed in 2007, there will be a new terminal building and ancillary facilities, and the airport will have capacity for 20 million passengers annually. The airport will also have new access roads and (eventually) a commuter rail line to link it to the High Speed Rail station. The Airport forms part of the so-called "Triángulo Productivo" (Airport – Tech Park – and University) and is clearly a key infrastructure for the city’s aspirations to be an open and connected city.
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HISTORIC AND ARCHITECTURAL PATRIMONY Málaga has a number of important historic sites dating back to Roman, Moorish and Roman origins. The historical and architectural heritage took on new value with the growth of tourism since the 1960’s, and is recognised is an important
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component for Málaga’s economy and its differentiation with
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other urban centres in the Costa del Sol. The revitalization of
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ATTRACTION AND CAPACITY FOR TOURISM
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has developed excellent infrastructure and services oriented
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towards tourism, the most important economic sector for the
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In the four decades since the tourist "boom" began, Málaga
Metropolitan Area. Málaga is the transport gateway to the
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Costa del Sol, which draws millions of short- and long-term visitors each year that arrive by air, land or sea. The tourism industry can be a fickle industry, and the city is aware of the
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to the tyranny of the car.
dangers of overdependence on tourism, and of the need to
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recovered their roles as "meeting places" and no longer subject
meet changing trends and tourist profile. To this end, the city
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underground parking at strategic locations. Its plazas have
has begun diversifying its economy, investing in education and
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Historic Centre is almost completely pedestrianised, with
new technologies. Urban improvements within the Historic
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etc, the Historic Centre is a strategic node of activities. The
Centre, the creation of an "Urban Port" and the new cultural
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the port, the Alameda Principal, Paseo del Parque, Alcazaba
facilities (such as the Picasso Museum, Contemporary Art Museum, Congress Centre) help generate "buzz" and renewed
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already very pleasant and well-used. With close proximity to
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for the city. The second phase is still on-going, but the area is
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the historic core of Málaga is perhaps the best success story
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interest in the city.
URBAN FACTORS THAT MAKE MALAGA ATTRACTIVE AS A “BUSINESS PLACE” Málaga and the Costa del Sol do not lack "quality of life", as evinced by the thousands of locals and Europeans who come to visit and to stay, and by the runaway growth of coastal communities over the last forty years such as Marbella, Torremolinos, Fuengirola amongst many others. As provincial capital, Málaga is in the best location to play a leadership role in the emerging linear metropolis of over nearly 1 million residents and visitors (Málaga Municipality has about 550,000 inhabitants). Indeed, Málaga in the right direction of improving its "Quality of Place" and to position the region as much more than a place to enjoy life. INFRASTRUCTURE FOR ECONOMIC ACTIVITIES The recently inaugurated Palacio de Feria y Congresos, located between the airport and the city, is the latest addition to Málaga’s cluster of economic/cultural facilities that improve Málaga’s attractiveness for business. In recent years, Málaga Three world class elements
has been steadily creating and upgrading its economic
1.) High Speed Train Station Quartier
infrastructure: technology park, commercial and office
2.) Historic Centre regeneration
developments, advanced business services etc.
3.) 'Málaga Port' Special Plan
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INFRASTRUCTURE FOR TOURISM ACTIVITIES Málaga has begun to move its economy away from overdependence on tourism. Nevertheless, maintaining and improving tourism infrastructure continue to be a major priority. By developing infrastructure that meets both the
TECHNOLOGICAL PARK OF ANDALUSIA – PTA
needs of the tourism sector and (much more importantly) the needs of its own citizens, such as airport, metro, historical
The PTA is a well-planned science and technology park, with
centre, Málaga is positioning itself to be much more than a
broad streets, lakes and parks, and is an important component
holiday destination.
of the Metropolitan Málaga’s economic attractiveness and generator of quality employment. Located away from the city centre, the Málaga Metro (currently under construction) will connect the PTA with the University of Málaga, the City Centre and the Airport. TRANSPORT AND LOGISTICS INFRASTRUCTURE The incipient arrival of the high speed AVE (Alta Velocidad Española) trains to Málaga is likely to have significant impact on travel habits, if the experience of Sevilla is anything to go by, generating more trips. Travel time between Madrid and Málaga will be reduced from 4h10m to 2h20m. In addition, a major urban opportunity will arise with the imminent redevelopment of the area around the railway station precipitated by the arrival of the AVE (below ground, thus freeing a large swath of land) into an area of "new centrality"
Technological Park of Andalusia
for Málaga. Similarly, the well-connected and efficient Pablo Picasso airport will continue to be an important factor of attraction. The linear configuration of the coastal towns in Metropolitan area facilitates the easy connection via rail and road.
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MÁLAGA, A DYNAMIC CITY LOCATION The city of Málaga is located in the southern region of Spain, Andalusia. It’s the capital city of the province of Málaga, and faces the Mediterranean Sea to the south, and has a significant mountain chain at its shoulders, towards the north. AREA AND POPULATION In the last few years, Málaga has transformed into a central area of the metropolitan region, where we can pinpoint the actual population growth.
Metropolitan area
Area
Population
Density
[km2]
[thousand pers.]
[pers./km2]
1.045
912
873
Administrative boundary
395
547
1.385
Inner City
58,5
510
8.718
The rapid growth of the city has practically duplicated its population from 1960 with 250.000 inhabitants to 503.000 in 1980. Today the city of Málaga has a population of approximately 550.000, being the 6th biggest city of Spain considering the population.
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The estimations for the coming years are counting on a significant population growth, reaching approximately 600.000 persons for the year 2010.
1990
2003
Estimation: 2010
[thousand pers.] [thousand pers.] [thousand pers.] Metropolitan region
830
912
1100
Administrative boundary
522
547
600
Inner City
493
510
521
QUALITY OF LIFE. Thanks to its gentle climate, with 320 days of sun a year, the region of Málaga has for years been an ideal holiday spot. Apart from its broad beaches, there are magnificent tourist facilities, hotels and restaurants - as well as sporting installations and entertainment spots, which are continually being improved. The costal line of the region called “Costa del Sol”, is one of World's premier tourist destinations, being the capital of this region Málaga receives a vast amount of tourists each year, mainly of European origin. Also of great importance is the residential tourism at Costa del Sol, currently the total inhabitants of this area extends to one and half a million.
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The capital, Mรกlaga, is a maritime city rich in culture; first it was a Phoenician colony and later it came under the control of the Greeks, Carthaginians, Visigoths, Arabs and Christians. Part of the city's attraction is that of its intriguing layout which makes it particularly appealing for exploring. There are endless narrow streets and historic buildings, many of which
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the historic building La Aduana.
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variety of archaeological objects are planed to be exposed in
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Alcazabilla street. The latter is currently being restored and a
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Castle of Gibralfaro, as well as the Roman theatre flanking the
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including the monumental complex of la Alcazaba and the
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The historic city centre offers a variety of cultural walks
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have been prepared to only allow pedestrian traffic.
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time as various streets, among others the central Larios Street,
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points in the surroundings of the historic centre, in the same
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At Plaza de la Merced the Picasso Foundation is administrating the house were Picasso was born, which together with the new Picasso Museum makes an impressive artistic tour (“Circuito Picasso”) of the world famous painter. The Picasso Museum has received 75.000 visitants, and an additional 5000 students, during the short period of the first two months. The Picasso Foundation also registered a 49% increase of visitors after the inauguration of the Picasso Museum in October 2003.
In fact Málaga offers a wide range of artistic and cultural museums, among others the CAC museum –Centre for Contemporary Art– that has registered a total of 94.000 visits after its inauguration the 17th of February 2003. The network of middle sized and smaller museums includes among others the Cathedral Museum, Bullfight Museum and Municipal Museum. In general Málaga has a significant potential for improving its high life quality considering the mentioned revitalization of the urban area, not to forget the newly created urban green parks and improved transportation links, as well as the wide cultural scene the city has to offer, including, apart from the museums, the strikingly active street life with numerous bars and restaurants, popular and modern festivities, music concerts, cinemas and theatres as well as sport events.
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Since 1960 Málaga’s economy has been reliant almost exclusively on the construction and the tourist service sectors. In later years the importance of information technology and communication sectors have become more prominent with the construction of the Technological Park of Andalusia (PTA) and
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undertaken, encouraging business relations between students
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During the last years the city has targeted a cultural and educational tourism, examples of which are the above schools for foreigners that can be found all over the city.
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MÁLAGA, A DYNAMIC CITY
University the Erasmus-Socrates interchange program
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registered as many as 400 students for the 2000/2001 period.
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Two mayor projects currently in progress are the remodelling of the Port area and the creation of two new subway lines, structures that undoubtedly will have a considerable impact on the city configuration and drastically improve the accessibility and urban mobility between different urban areas. The remodelling of the port area propose to revitalize the surroundings and impulse the commerce and tourist sectors, with for example the improvement of the dock where international cruises arrive and part to other destinations. At the nearby “Plaza de Torrijos” the new subway are going to facilitated the access from the port to the city and vice versa. In short, Málaga continues to hold a prominent role merely because of its position as a gateway to the Costa del Sol. The infrastructure supports this with impressive new highways, train links, expansion of its airport and remodelling of Málaga’s maritime port. The completion of the AVE train to Málaga will without a doubt increase the number of visitors to the city, making Málaga interconnected with other mayor Spanish cities like Cordoba, Sevilla and Madrid. This also means that the travel time is drastically reduced considering other major European destinations.
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4.6. URBAN PROFILE OF
BARCELONA Municipal Population: 1.6 million inhabitants. Municipal Surface Area: 101 Km2. Metropolitan Population: 4.6 million inhabitants in the metropolitan region. Metropolitan Region Surface Area: 3,236 Km2. Main Economic Sectors :: Services (80%) • Business Services • Tourism • Commerce :: Industry (14%) • New industrial economic activities (communications, environmental services, …) :: Construction (6%) Barcelona is the economic, cultural and administrative capital of Catalunya. Catalonia has a population of almost 7 million, of which more than two-thirds live in the metropolitan region. Barcelona is one of the most outward-looking cities in Spain and Europe, and has been able to attract significant foreign direct investments. The city has a very positive international image thanks to the continuous improvement to the quality of life and place, as well as energetic city marketing efforts.
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COMPONENTS OF EXCELLENCE AND “WORLD CLASS ELEMENTS” OF BARCELONA: Matrix 2. Components of Excellence
Barcelona
STRATEGIC LOCATION AND CLIMATE Barcelona is strategically located at the entrance to the Iberian peninsula, which has contributed to its historic role as crossroads of trade, ideas and transport. Catalonia is also strategically located midway in the MEDOCC area. Within MEDOCC, Barcelona is by far the largest city, with the busiest airport (over 23 million passengers annually) and the busiest cruise centre (over 550.000 pleasure cruises and more than 500.000 cruises in transit annually with more than one million cruise passengers). Situated between the sea and the mountains, Barcelona enjoys a sunny but mild Mediterranean
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External image of the city. Stadiums for large sporting events. Restaurants. Tourism, hotels, restaurants and leisure activities. Design and artistic creation. Uniqueness and attractiveness of the overall urban image. Plazas and streets as meeting places. Overall attractiveness of the commercial facilities available in the city. Water-based sports sports facilities. Maritime, riverfront or other water-related esplanades. Hotels.
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climate. There are also 5 kilometres of beaches close to
Urban redevelopment. Importance of the city-pride. Medicine. Existence of a cellective envisioning project for the city. Historical areas. Cultural facilities and activities. Consulting services. Quality of international schools. Office and business in the CBD. Quality of the city´s surroundings. Commercial Port. Sport facilities for public use.
Barcelona city centre. SCALE AND QUALITY OF URBAN SPACES AND ARCHITECTURE The Cerdà Plan of 1861 endowed the city with one of the most distinctive urban order in the world. The orthogonal Barcelona Eixample has proved to be immensely flexible, capable of accommodating different uses from high-end residences, commerce, religious buildings to industrial and manufacturing uses. At the same time, it boasts a number of architectural gems. The recent (over the last 2 decades) improvements to the urban spaces and investments in new quality architecture have given Barcelona a world class urban setting unsurpassed in many ways.
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QUALITY OF LIFE / QUALITY OF PLACE Partly due to its size (it is the largest MEDOCC metropolis), Barcelona has the widest variety of cultural, sports and leisure activities. With the easily accessible waterfront, parks, nearby hills and the generally good weather, Barcelona residents enjoy a high quality of life. Barcelona also has tremendous urban Quality of Place, which is the result of two decades of careful planning, design and implementation. CAPACITY TO GENERATE AND LEAD SOCIAL AND CULTURAL PROJECTS Barcelona has a very strong sense of identity, and has tremendous unity of vision. Without a doubt, the 1992 Olympics was a major milestone in the life of the city, not only transforming the image of the city internally and externally,
INTERNATIONAL IMAGE AS A DYNAMIC AND OPEN CITY
but also bringing together its citizens in a grand collective project. The current 2004 Forum of the Cultures is a noble
Barcelona is very outward-looking and actively engages the
attempt to recover the 1992 spirit for a new generation. This
exterior world. Its international image is one of dynamism and
project demonstrates the clear capacity of the city to take on
openness. This image was given a great boost by the
major challenges successfully.
widespread publicity of the city in the run-up to and during the Barcelona Olympics of 1992, something which the city has benefited from since. International events such as the 10th FINA World Swimming Championships in 2003, the 10th World Police and Firefighter Games in 2003, the Davis Cup Finals in 2000, and "The Race" (La Course du MillĂŠnaire) in 2000 are evidence of this. The dramatic transformation of Barcelona captured the worldâ&#x20AC;&#x2122;s imagination and the city was able use the tremendous "buzz" generated by the Games to market the "Barcelona Brand". Today, Barcelona is perhaps the most cosmopolitan city in Spain, able to showcase its design flair, its creativity and dynamism.
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URBAN FACTORS THAT MAKE BARCELONA ATTRACTIVE AS A “BUSINESS PLACE”
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city at the entrance to the Iberian peninsula, and is close to
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the EU "Pentagon". Barcelona has an immediate region of
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The location of Barcelona at the Spanish-French border, and also close to Italy, is very strategic in Europe. It is the largest
seven million inhabitants in Catalonia and over 20 million
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inhabitants in its hinterland. Barcelona is also located centrally within MEDOCC, which extends to the west towards
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for MEDOCC and it’s the economic and logistic hinge point.
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the Barcelona-Marseille-Lyon triangle is the "centre of gravity"
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Sevilla, and towards the east towards Rome. In many ways,
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UNIVERSITIES AND INTELLECTUAL CAPITAL With seven universities and over 195,000 students, Barcelona has the largest higher education cluster in Spain after Madrid. In the most recent (2004) ranking of the Spanish universities
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universities were ranked in the top 10: Autònoma de
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Barcelona (2nd), Politècnica de Catalunya (4th), Centralde
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Barcelona (6th), and Pompeu Fabra (8th). These four public
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universities, with a combined enrolment of 147,000, produce
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undertaken by the El Mundo newspaper, four Barcelona
well-qualified graduates to meet the needs of the Catalan
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CENTRAL LOCATION WITHIN THE AND MEDOCC REGION
economy. The universities also undertake extensive R&D in all fields, and maintain excellent links with industry and the
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The ultimate world class location. 1. The new urban industrial space: Project 22@
private sector. In addition, there are a number of private
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universities and business schools, such as the IESE and the
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ESADE, rated among the very best in the world.
COMBINATION OF MEDITERRANEAN LIFESTYLE AND BUSINESS EFFICIENCY Arising from its geographic location, Barcelona offers an interesting combination a high-quality Mediterranean lifestyle that is very much influenced by the climate, with lively plazas
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and street life, and at the same time, the city and regionâ&#x20AC;&#x2122;s
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inhabitants are traditionally known for being enterprising and
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BISINESS CLUSTERS LINKED TO CREATIVE SECTORS
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The structure of economic activities in Barcelona has shifted
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(MULTIMEDIA, DESIGN, FASHION, GRAPHIC ART.)
from industry towards service activities such as like high
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quality tourism, business services and other personal services. Drawing from its traditions in art, architecture and design,
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exemplified by mythical figures associated with the city such as Gaudi, Picasso, Dali, Miro, the city has developed economic
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by Greater London.
clusters linked Graphic Art, Publishing and Design. The city
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had the second highest number of FDI project, preceded only
has also embraced the New Technologies, and the economic
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centres for attracting foreign investment. In 2001, Catalonia
sectors that have experienced the strongest growth in the last
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consolidating their strong positions as one of the top European
few years are those related to software and multimedia, and
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and efficiency had led to Catalonia and Barcelona
telecommunications.
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28% of Spain's exports. This attractive combination of lifestyle
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generates 25% of industrial GDP, and produces or handles
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efficient. With 16% of the population in Spain, Catalonia
URBAN AND NATURAL ENVIRONMENT Barcelona has 1,000 hectares of well maintained green parks such as the historic Ciutadella; Gaudi-designed Parc Güell; and the exotic Jardí Costa i Llobera. In addition, a quarter of
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strategic location in a densely-populated zone and its values
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network of Natural Parks covers 12 natural spaces (100,000
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hectares) within Barcelona province such as Montseny, Sant
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Llorenç del Munt i l'Obac, the Guilleries-Savassona natural
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park and the agricultural park of the Baix Llobregat. Over the past two decades, thanks to the progressive transformation of old industrial waterfront, Barcelona’s 6km of beaches have been re-discovered as a new factor in quality of
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life and have opened up new opportunities for sports, leisure
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in terms of landscape and natural beauty have led to it being declared a protected zone. Within Barcelona Province, the
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boundaries. The importance of this park's natural heritage, its
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the 8.000 hectare Parc de Callserola lie within the city
and health activities.
THE BARCELONA OF THE 21ST CENTURY Mediterranean. Two thousand years of history. Open to every
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innovation. Welcoming, plural, diverse. A city to live and share.
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The Barcelona of the 21st century is a city shaped by the '92 Olympics, a city transformed for and by the need to do justice
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At the same time the Barcelona of the 21st century, for all its transformations, has not severed its ties with a proud history in which so many generations of cultural diversities have built the firm foundations on which the innovations of modern
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to share its riches.
times have constructed an utterly unique city with a
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cultures and peoples, giving and receiving, happy to make and
personality that is all its own.
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traditions, with its face to the sea and its arms open to other
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today, is a new Barcelona, Mediterranean in keeping with its
The Barcelona of the 21st century is a European capital of
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The Barcelona we see around us now, the Barcelona we enjoy
astonishing cultural energy and a passion for progress, a city
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physical fabric.
whose day-to-day life brings together every imaginable facet of the most diverse activities: these are the potential that has
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quantitative and qualitative advances in its services and its
fashioned the city's present and give it the impetus to move forward into the future.
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overcome a series of historic disadvantages and make major
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carrying through this transformation allowing the city to
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to that great international event, with the effort involved in
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Barcelona has set itself a new landmark venture: to become a fully integrated player in the new technological revolution, to meet the challenge of the knowledge-based economy head on. Poblenou, the main industrial centre of 19th century Spain, stands to become one of the main economic and technological platforms of both Barcelona and Catalonia. The real Barcelona, as defined by the labour market with nigh on two million jobs, and a total population of 4.3 million inhabitants, is the sixth largest metropolitan region of Europe in demographic terms, and exports 22.5% of the Spanish total with respect to both industrial and non-industrial goods. The network of towns led by Barcelona is rapidly changing the way it looks at production: today virtually two thirds of exports are high or top end mid-tech goods. Its future competitive edge
hinges on its ability to integrate the new information and communication technologies and intensify third sector/industrial knowledge dense activities. The municipality of Barcelona acts as the hub of a polynuclear metropolitan region and is the capital of Catalonia, an eminently urban land. To preserve its leading role, both in economic terms and in terms of employment, it has to focus more on knowledge dense activities, likewise areas dense in employment. The traditional economic/urban planning strategy of Barcelona has always been based on the main source of economic activity being the manufacturing sector, and thus preserving the manufacturing industry was considered essential when zoning the central municipality of the metropolis. The transition from an industrial manufacturing model to one better suited to the knowledge based economy
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of today has required an in-depth review of the urban planning classification of the old industrial areas of Poblenou - defined as 22a areas in the Metropolitan Master Plan of 1976. Adaptation of the regulatory framework resulted in the Amended Metropolitan Master Plan for the refurbishment of the industrial areas of Poblenou (MPGM), which was passed on July 27, 2000. The plan sets forth a series of conditions aimed at attracting and stimulating new generation economic activities. Such activities require centrality, good infrastructure and a quality urban environment. The MPGM changes the face of the urban planning classification of industrial areas, replacing the old 22a classification with the new 22@ classification; it regulates the use and intensity of building; establishes incentives both for transformation and to attract @ activities knowledge dense activities; it establishes the new facility classification 7@ which permits the construction of knowledge-based infrastructure; it defines new urban planning standards and provides for the full reurbanisation of the sector - Special Infrastructure Plan; it establishes the duties of the landowners and determines the forms and mechanisms of planning- Special Plans - required to enable transformation.
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In all, through the course of execution- 15-20 years - the project will permit the construction of some 3.200.000 m2 of new and refurbished roof space for productive use, and over between 3.500 and 4.000 new homes under the social housing regime and will provide approximately 220.000m2 of land for new public facilities and green
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Barcelona, as a city in the Spanish state, is hierarchically
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subject to the terms of the Spanish Constitution, and as the
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POLITICAL ORGANISATION
capital of Catalonia to the principles established by The
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Statute of Autonomy of Catalonia.
democratic principles that characterize all the member states of the European Union, was drawn up with the object of
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of law as an expression of the will of the people, laying down
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the bases that guarantee a decent quality of life for all
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citizens and, above all, the establishing of a modern
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democratic society.
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consolidation of a Constitutional State that ensures the rule
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The Constitution, as the basic instrument guaranteeing the
establishing, among other things, the framework for the
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130.000 new jobs in the area
The Autonomic Administration, by the terms of the Constitution of 1978, is made up of each of the groups of provinces with common historical, cultural and economic characteristics and a historical existence that makes them eligible for self-government and grants them full legislative
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competency within their own territory.
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Defined in political terms as the tier of the public
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political organization: the City Council.
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register) and of being included in a concrete, structured
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to a given population (through the municipal census or
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constituency (or territory that represents them), of pertaining
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triple link with its citizens as the representation of a territorial
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administration closest to the citizen, the municipality has a
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SPECIAL REGIME OF BARCELONA CITY COUNCIL The Act of Local Regimen established a special status for the City Council of Barcelona (together with that of Madrid). Among other prerogatives, the Act accords these City Councils a particular system of organization and administration that enables them to maintain a special set of relations with the central Government. It also bestows on the mayor certain wider faculties by way of municipal executive commissions, with a mixed composition of councillors and delegates; it establishes local fiscal status and gives recognition to the metropolitan entity through the creation of urban planning commissions and common services of Barcelona and other municipalities. The new Municipal Charter will be the legal instrument within a democratic and autonomous framework that will define the specificity of Barcelona.
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4.7. URBAN PROFILE OF
MARSEILLE Municipal Population: 980,791 inhabitants (Marseille Provence Métropole) Municipal Surface Area: 60 Km2 (18 municipalities) Metropolitan Population: 1.4 million Metropolitan Surface Area: 564 Km2 Main Economic Sectors: :: Construction (5.1% of labour force) :: Industry (12.4%) :: Commerce (14.9%) :: Transport and Services (66%) Principal Industrial Activities: :: Petrochemicals :: Iron and Steel :: Agro-food industry :: Electronics :: Pharmaceuticals :: Media (emerging) Marseille is the capital of the Provence-Alpes-Côte d'Azur (PACA) region comprising 6 Départements, and is the largest city in the Département des Bouches-du-Rhône. It is the second largest city in France (third largest metropolitan area).
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It is also the largest French port and employs thousands of people. Closely linked to the port is the petrochemical
COMPONENTS OF EXCELLENCE AND “WORLD CLASS ELEMENTS” OF MARSEILLE
complex of Fos sur Mer, the largest in France (30% of national production). Other important economic activities include food products and especially electronics (producing 25% of French components).
CULTURAL INTEGRATION / COSMOPOLITAN CITY Matrix 2. Components of Excellence
Marseille The city of Marseille has a long history as a port, so cultural openness is almost ingrained, and the city also has a strong working class ethic. In recent decades, the composition and size of the Marseille population has changed dramatically. It has been estimated that every third resident arrived to Marseille in the last 25 years. In addition to large numbers of immigrants from the former French colonies in North Africa, the city is experiencing recent growth in the number of East Europeans. This has given Marseille a cosmopolitan character quite unlike any other city in France. By and large, the city considers social and ethnic diversity as something positive,
1 Quality of health care facilities. 2 Maritime, riverfront or other water-related esplanades. 3 Stadiums for large sporting events. 4 Tourism, hotels, restaurants and leisure activities. 5 Water-based sports sports facilities. 6 Network of highways and roads connecting the city-region to other points. 7 Telecommunications infraestructure. 8 Water in the city. 9 Acces to recreational areas in the natural environment. 10 Network of railroad lines linking the city-region with other points. 11 Financial services. 12 Commercial pot.
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especially in the global economy, and successfully working
Supply and Distribution Centers. Facilities for the elderly. Level of social acceptance of immigrants. Importance of the city-pride. Restaurants. Airports. Quality of university education. Importance of graduate programs and university research. Advantages obtained from the comparative cost of living. New insurance products. Golf courses. Availability of intellectual capital. Consulting services.
towards the socio-cultural integration of Marseille society. LOCATION, HARBOUR, SEAFRONT AND NATURE Marseille is France’s oldest city, located on the Mediterranean coast where there are a number of "Calanques", narrow fjords carved in the limestone massifs. The city was first established along the sheltered Vieux Port, today an attractive marina which has retained an air of a fishing village. The centre of Marseille is overlooked by several hills: the Panadiere area, and the Notre Dame de la Garde. At the Metropolitan level, Marseille stretches along 57km of coast, from the industrial
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Fos-Graveleau to the west, through the Etang de Berre (an extensive lagoon where Cezanne stayed) towards Cassis and La Ciotat in the east, with its spectacular "Calanques", and not forgetting the off-shore Illes du Frioul. This variety and quality of the different landscapes and seascape constitutes a major
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component of excellence for Metropolitan Marseille.
urban and business tourism, so too the recuperation of the lively Vieux Port and the Quartier du Panier areas.
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region. The historic and cultural patrimony is an attraction for
LOGISTICS, AEROSPACE, ENERGY AND CHEMICAL
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all pleasure boats in France are registered in the Marseille
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(357,000 cruise visitors in 2003).In addition, nearly a third of
CLUSTERS The Marseille region has a number of economic clusters that are of national and international importance. The logistics cluster is based on the geographic location of Marseille and its
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destination in the Mediterranean, registering 300 sailings
strong position as France’s largest port, and supported by a
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and congresses, and the city is also an important cruise
dense network of highways. Marseille airport is home to
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hotels. The same year, Marseille hosted nearly 270 conferences
Eurocopter, the world’s largest helicopter supplier. Alcatel
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million visitors and registered nearly 15 million night-stays in its
Space, a leading global space systems prime contractor has an
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facilities for these activities: in 2003, the city received about 3
installation in nearby Cannes. The energy and chemical
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Marseille, as gateway to Provence, is very well-equipped with
industries are clustered close to the Etang de Berre with four major oil refining companies (Total, Esso, Shell, and BP). This
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2002, 23 million hotel night-stays were registered. The city of
area (Fos sur Mer) is also where large metallurgy companies such as Sollac and Ascometal.
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The PACA region is France’s leading region for tourism. In
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FACILITIES FOR URBAN TOURISM, EVENTS AND BUSINESS
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URBAN FACTORS THAT MAKE MARSEILLE ATTRACTIVE AS A “BUSINESS PLACE” CENTRAL LOCATION IN MEDOCC, TRANSPORT INFRASTRUCTURE AND LOGISTIC CAPABILITIES. Marseille is very well positioned to be the logistic and transport node for MEDOCC. The city is located at the hinge point of the MEDOCC region, with close and strong connections to the rest of France (and the EU Pentagon), Spain and Italy. The Port of Marseille is the leading Mediterranean port in terms of total tonnage. It is third in Europe after Rotterdam and Antwerp. The international airport of Marseille-Provence is already the second French airport for freight and the third for the passengers. The dense highway network around Marseille connects the region with the rest of France, and also with Spain and Italy. In 2001, Marseille was connected to the growing European High Speed Rail network. The easy accessibility and extensive logistic capabilities of the city is a major factor of attraction.
Euromediterranée Project
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QUALITY OF LIFE / LOWER COST OF LIVING The climate in the Provence-Alpes-Côte d'Azur (PACA) region is very pleasant all year round, allowing for many outdoor activities to take place. The region also has tremendous historical and cultural patrimony. In addition, the area has a
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flourishing and diverse economy, with a lot of emphasis places
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on high-technology and creative industries. Marseille, as
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Aix-Marseille has three universities – University of Provence,
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HUMAN AND INTELLECTUAL RESOURCES
University of the Mediterranean and the Paul Cézanne University. Together, the three institutions have an enrolment over 70.000 students every year, of which 10% are foreign
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second centre for French research with more than 3,000
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researchers (INSERM, CNRS...) and 44,000 involved in
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research activities in different fields. Of especial note are the medical sciences, ocean sciences and environmental research,
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throughout the Provence area. After Paris, Marseille is the
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students. The three universities have campuses located
with activities linked to new technologies an emergent sector. Another key area of human resource is in the creative
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industries: 15% of French film and TV programmes are produced in PACA area.
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activities. In addition, the cost of living in southern France is
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attractive place to live, to work, and to pursue leisure
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TECHNOLOGY PARKS AND BUSINESS FACILITIES Within PACA, Sofia-Antipolis is France’s best known high-tech town. Together the 1200 companies in Sofia Antipolis employ over 26,000 persons. Within Marseille itself, the Technopôle de Marseille-Provence is located in the Château Gombert area,
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and linked to the city centre via the Metro. It was founded in
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1989 and today houses 120 high-tech companies, 5
the city with the most modern office and business facilities.
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Euromediterranée and Joliette-Arenc in particular) will endow
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and incubator. Other Euromediterranée projects (e.g. Cité de la
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the St Charles Train Station), France’s only multimedia node
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emergent multimedia sector is clustered in Belle de Mai (near
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the most innovative and creative industries. For example, the
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Marseille is transforming itself to be the location of some of
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In addition, through the ambitious Euromediterranée initiative,
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institutes with more than 1,500 researchers.
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university faculties with 8,000 students and 30 research
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et Technologique de Marseille-Luminy is linked to two
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6000 persons work in the Technopôle. The Parc Scientifique
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engineering schools and two university research centres. About
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A MEETING POT LOOKING OF THE FUTURE “THE TUREET CITY: TALENT, TOLERANCE, TECHNOLOGY”. Throughout its history – stretching over 26 centuries – Marseille has forged its independence and openness to the world. This freedom and openness to all Mediterranean civilizations has made Marseille a unique city: a melting pot, site of meetings and exchanges, a land of hospitality for peoples and cultures from all horizons. Marseille, France’s oldest city, is a gate of arrival and departure, where Europe meets with the Mediterranean world. Its fate is forever linked to the Mediterranean Region, and its history makes it a city open to the World.
Numerous features bear witness of this exceptional destiny: Infraestructures. Their density and quality make Marseille a European crossroad: :: Marseille is France and the Mediterranean largest port (220 lines link Marseille-Fos to more than 400 ports and serve 140 countries for the freight; 1.7 million passengers transit through Marseille; the cruising industry is in full expansion: 340, 000 passengers in 2003). :: The Marseille-Provence Airport (third domestic airport for passengers and second for the freight). :: Telecommunications (35 international operators have invested ¤686 millions in high speed networks, putting Marseille in the second position in France and in the first position for Mediterranean major cities. :: The TGV (high speed train) which travels from Marseille to Paris in three hours.
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Internationales structures: :: 63 foreign consulates are present in Marseille. :: Marseille boasts the only European Union regional bureau in France, and several top International Organizations. :: The Marseille “International Council” demonstrates the will to factor in the international dimension of all the major projects and to favor the synergy of the local players. :: The ANIMA programme: Network of Mediterranean Investment Promotion Agencies since 2003. :: In 2004, Ubifrance (Foreign Trade French Centre) installed in Marseille its directions dedicated to international trade. :: The MedCoop collectif group ensures the promotion of South-North Mediterranean cooperation. :: The FEMISE Network (Euro-Mediterranean Forum of Economic Research Institutes) comprises 80 members representing 27 partners of the Barcelone process. Animated co-jointly by the Mediterranean Institute of Marseille and by the Economic Research Forum (Egypt), it provides the European Commission with data and analyses which form the dashboard for the partnership agreements. :: International networks.
Marseille is open to the world; bearing witness thereof are the privileged links Marseille keeps with its twin cities, the cooperation agreements and the alliance chaters signed with cities from all over the world. Moreover, Marseille belongs to several city networks: Medcitées, Eurocités, International Association Cities and Ports. It has established special links with major Meditarranean Cities, namely through the C2M cooperation platform [Barcelone-Genova-Lyon-Marseille-Sevilla-Málaga]. Major international events Marseille has demonstrated that it can host major international sport events (The Race in 2000, the World Sailing Games in 2002, the America’s Cup preliminary races in 2004, the Football World Cup in 1998), but also numerous international events, forums and conferences (Mediterranean City Summit in 1998, Twin and Allied Cities Conference in 1999, Assises
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MARSEILLE - LEADING MAJOR PROJECTS FOR THE
participants.
Marseille’ population: A cultural mosaic Owing to its history and identity, Marseille is symbolic of values of understanding and closer relationships between Peoples. « Marseille Espérance », founded in 1990, is a
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With the Marseille ‘’Grand Projet Ville’’, the driver of the urban development restructuration, public policies and private operators work together to create the conditions that will foster
comprises religious leaders from the main communities of
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Marseille, who together with the Mayor, ensure that peace and mutual respect prevail in the Phocean city.
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of housings and public spaces. Already, this dynamics has commerces in the center of town.
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remarkable example: This permanent forum for dialogue
zone, a strong policy to improve the image, the rehabilitation
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in 2003, it hosted no less than 254 conventions and 80,000
This project comprises several aspects: creation of a free-trade
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meetings of FEMMIP in February 2004).
within a regional policy.
translated into the opening of up-market shops and
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Mediterranean», the 2003 Euromed Convention, the work
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2002, the 2003 Colloquium « Sustainable Investment in the
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Mediterranean B2B event dedicated to NICTs, World Med
development has been nothing less than dramatic. It stands as
The City ‘’Grand Projet’’
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Conference in 2000 and 2001, Net’Expo 2000, the first
Marseille’ cultural, economic, urbanistic and infrastructural a major Mediterranean metropole, the strategy of which fits
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FUTURE
the development of the city.
Euroméditerranée, the core of Marseille’ new dynamics The French State has confirmed the importance given to Marseille as a major European-Mediterranean interface city; this confidence is materialized through the Euroméditerranée project. The first economic impacts of this long term operation can already be felt and measured. Next to large public development and infrastructure programmes, private housing, business and activity programmes are being launched. Euroméditerranée covers 310 hectares in the heart of Marseille. This makes it France’s largest urban rehabilitation and economic development national interest project. Since 1995, 164,000 m_ of real estate have been erected, 10,000 jobs have been created, 562 new business have moved in. Euroméditerranée boasts almost 3 billions of public and private investments between now and 2010, and 20,000 jobs will be created in 15 years. Euroméditerranée acts as ‘’development driver’’ by means of four urban sectors: :: The “Cité de la Méditerranée’’: Between the city and the port, along 2.5 km of coastline there will be the European and Mediterranean Civilization Museum, as well as cultural, economic, leisure and recreational facilities. :: The ‘’Belle de Mai’’ culture and media pole, ‘’Art new territory’’, has gained international recognition as the contemporary creation core. The ‘’Belle de Mai’’ will be the first and only European center where producers and broadcasters from the audio-visual arts will work together in the same location. :: The business district of La Joliette will stretch up to the future Saint-Charles multimodal pole. :: The port ‘’silo’’ will be transformed into a 13,000m_ complex, with a theater and a panoramic restaurant.
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MARSEILLE: A BOOMING METROPOLE WITH AN ECONOMIC AND CULTURAL PRESTIGE The economic renewal Maritime and trading activities have always played a key role in the history of the city. In the last decades, Marseille was hit by industrial mutations. Its traditional industries – soap, oil, agrofood – declined as of the 50s under the pressure of international competition. Today, Marseille is undergoing a transition phase. The Port of Marseille Authority, the city largest employer, has been restructured and modernised. Today, it ranks first in France and third in Europe. Several results characterise the economic progress: 72,500 businesses, a booming tertiary sector, unemployment retreating. Marseille is the first city in France in terms of business creation dynamics: 2,000 new companies per year since 1995, of which 15% employ more than 200 people. Marseille has significant advantages that justify its dynamism and growth potential, amongst which a young employable population and constante expansion, a real estate stock that meets the most demanding international standards, a labor cost lower than 30% vis-à-vis Paris, high-tech NICTs infrastructures. Marseille’ new economic dimension is expressed by diversity and growth. The traditional industrial sectors (petrochemicals, agrofood, logistics, fashion and clothing, nautism, culture and tourism, microelectronics, robotics, health), are now paired with high-tech companies (biotechnologies, photonic optics, communication and multimedia). 70 % of the Provence Alpes Côte d’Azur Region’s exports are organised from the Marseille region.
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The South cultural capital city Marseille enjoys an innovative cultural policy: it won the ‘’Eurocities’’ prize in Barcelona in 2003, and recently, the US magazine Newsweek placed it among the ‘’eight new cultural capitals of the world’’. Marseille is an effervescent cultural melting pot which feeds on intercultural exchanges and on colourfull events that attract local, national and international audiences, yet it does not
Several large cultural facilities are being built and will be open
pretend to specialise in ‘’elitist culture’’. In Marseille, the
between 2004 and 2010, such as the National Museum of
cultural life keeps its popular, festive and federative dimensions.
European and Mediterranean Civilizations, the Mediterranean
Marseille enjoys cultural facilities which combine quality,
City, the Street Arts City, etc.
diversity and innovation. It develops new creative dimensions
Top events that materialise the Mediterranean cultural
(theaters, street art, contemporary and audiovisual art), which
exchanges in the various domains of expression (international
fosters support to creation and access for all publics to the broad
conferences, concerts, festivals, etc. ), are widely appreciated
diversity of culture. Numerous artists live and produce in
by the local public as well as the national and international
Marseille, where residence and international exchanges abound.
visitors, thanks to the support of internatinal media. The ‘’Rencontres d’Averroès’’ (public discussions on Mediterranean issues, attended by academics, researchers, writers, etc.), the ‘’Fiesta des Suds’’, the Marseille Festival.
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Marseille, land of innovation Marseille and its region have opted for the new technologies through the development of multimedia. Marseille proposes a high performance support system for the
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resources centers, CRITT (Innovation and Technological
universities and these major research centers (176 known research centers, 6 federative research groups). The three universities and the ‘’grandes écoles’’ of Marseille form the future forces of the metropole (100,000 students). :: Second national pole for science research in biology, immunology, genomics, developmental biology, retrovirology, biotechnologies, physics, mathematics and computer sciences, chemistry, marine environment, sport sciences, medicine, pharmaceutics, odontology… :: Engineering sciences: France’s largest energy mechanics
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:: Development of human and social sciences.
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endlessly renewed thanks to the close collaboration between
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AP-HM, INSERM, IFREMER, INRIA, CEA…This potential is
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technicians within the most prestigious laboratories: CNRS,
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researchers and 2,000 technicians and administrative
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research, boasts a considerable potential: More than 2,500
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Marseille, second to Paris only in the domain of public
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EDUCATION AND MULTIMEDIA
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MARSEILLE: A POLE OF EXCELLENCE FOR RESEARCH,
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Innovation, Incubateur Impulse, the NOVEMED technological
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creation of innovative companies: nurseries, Marseille
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Transfer Regional Centers) and technological centers.
Multimedia The Belle de Mai Media Pole is the result of this strategic innovation-driven policy: this site embodies several multimedia and audiovisual businesses in domains such as heritage, cultural and educative creation, economic development (Belle de Mai multimedia nursery). In addition to the Belle de Mai site (which is part of the Euroméditerranée programme), numerous initiatives are taking place in the multimedia industry, which confirm the strategic positioning of the city in this domain: :: The Aix-Marseille Academy has developed the Education Multimedia Resources Observatory (Observatoire des Ressources Multimédia en éducation), within the synergy of the first Educational and Cultural Multimedia launched by the Ministry of Education. :: The international radio and television university, an NGO which has linked with the Unesco, is attended by radio and television channels from 23 countries in Europe, Africa, and the Americas. :: The Audiovisual Communication Mediterranean Center
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4.8.
URBAN PROFILE OF
LYON Municipal Population: 450,000 inhabitants (Ville de Lyon) Municipal Surface Area: 48 Km2 Metropolitan Population: 1.7 million (Grand Lyon) Metropolitan Surface Area: 487 Km2 (55 municipalities) Main Economic Sectors: :: Financial and Real Estate Services (20% of labour force) :: Industry (19%) :: Commerce (14%) :: Transport (6%) Principal Industrial Activities: :: Textiles and Clothing :: Chemicals and Plastics :: Automobiles :: Biotechnology and Pharmaceuticals :: Telecommunications :: Environmental Services Lyon is the capital of the Rh么ne-Alpes region in France, a region that is roughly the same size and population of Denmark. With 1.7 million inhabitants, the Communaut茅 Urbaine de Lyon (Grand Lyon) is the second largest urban agglomeration in the country after Paris, and also the second business capital of France. Indeed, the 2004 World
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Competitiveness Yearbook, the Rhône-Alpes region was actually ranked higher than Ille-de-France region around Paris.
COMPONENTS OF EXCELLENCE AND “WORLD CLASS ELEMENTS” OF LYON
Historically, the economy of Grand Lyon is based on industry, banking and commerce, which have maintained their competitiveness. The new diversified economy includes dynamic new sectors such as health and biotechnologies, communications and information technologies, and environmental services.
LOCATION AND CULTURAL PATRIMONY The location of Lyon gives the city an inherent charm: a rocky
Matrix 2. Components of Excellence
Lyon
headland, with the confluence of two significant rivers (Saône and Rhône). Within this geographical reality, the Romans founded the city of Ludugnum over 2000 years ago. The two millennia years of history have left their mark on the city of Lyon, and in 1998 the Old City (Vieux Lyon) was placed on the UNESCO list of World Heritage Sites in recognition of the "continuity of urban development" and as an "exceptional illustration of city planning over the centuries". In addition, the city has tremendous cultural heritage, exemplified by the internationally-known events celebrated: the annual Fête des Lumières and the Biennale de la Danse and Biennale de d’art Contemporain which are held on even- and odd-years
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Historical areas. Medicine. Biotechnology. Cultural facilities and activities. Overall attractiveness of the commercial facilities available in the city. Restaurants (quality and variety). Quality of health care facilities. Telecommunications. Sofware design. Science and Technology parks. Outstanding natural elements in the city. Existence of a collective envisioning project for the city. Level of diversification of the city´s economy.
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respectively. The Nuits de Fourvière is an annual summer
New distribution systems and logistical activities. Supply and Distribution Centers. Design and artistic creation. Industries based on new technologies. Importance of graduate programs and university research. Availability of technology. Research and development. Pedestrian and bicycle paths. Green areas in the city. Financial services. Network of highways and roads connecting the city-region to other points. Consulting services.
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festival that combines the history and culture: it is held in the Roman Amphitheatre. QUALITY OF LIFE: GASTRONOMY AND CULTURAL FACILITIES The quality of life in Lyon is undisputed. The city is noted for its excellent gastronomy, based on the quality of its local products, including the finest Beaujolais vineyards, located to the north of the city. The city houses more than thousand
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restaurants, and also the Institut Paul Bocuse for Hospitality and Culinary Arts. The annual Bocuse d'Or competitions attract the best young chefs. The city has a wealth of cultural facilities: two top-level orchestras (Orchestre de l'Opéra National de Lyon and the Orchestre National de Lyon); more
is also home to the resurgent Olympique Lyonnais football
ECONOMIC “PÔLES D’EXCELLENCE”: BIOTECHNOLOGIES, INFORMATICS, FASHION AND ENVIRONMENT
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particularly in metallurgy-automobile and in chemicals-
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parachemicals-pharmaceuticals. This industrial base
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Lyon has a well-deserved international reputation in industry,
supported the emergence and expansion of new sectors such
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as health- and bio-sciences, info- and communicationemergent "poles" make up over 120,000 jobs. Both "old" and "new" industry sectors are complemented by the services sector, which make up a third of the total employment.
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amongst the largest banks in France.
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home to CIC-Lyonnaise de Banque and Crédit Lyonnais,
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technologies, fashion, and environmental services. These
Mention must be made of the financial services as Lyon is
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team, winner of the French league in 2002 and 2003.
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was renovated by the French architect Jean Nouvel). The city
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than 30 museums; 24 theatres (including the Opera, which
CITY OF CROSSROADS: DIVERSE AND COSMOPOLITAN Thanks to its location close to Germany, Switzerland and Italy, and on the Paris-Marseille and Paris-Barcelona axes, Lyon is a city of crossroads. This geographic situation, at the intersection of the Northern and Southern Europe, makes Lyon a particularly operational site for the international companies,
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and has given the city a very open outlook and a cosmopolitan
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character. Indeed, about 12% of the population of Grand Lyon
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In 2003, the Rhône-Alpes region counted 900 foreign capital companies employing more than 168,000 employees. Large
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international organizations such as the International Agency for Research on Cancer, Interpol, the World Health European TV channel Euronews are also located in Lyon, as
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Organization Office of Communicable Diseases, and the
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are some forty international non-governmental organizations,
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consulates demonstrates. In recent years, Lyon has hosted
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about fifteen foreign chambers of commerce and fifty major events – political, economic and sporting – such as the
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were born outside of France.
G8 Summit, the UNCTAD conference, International Life
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Sciences Forum, 1998 Football World Cup etc. Many of these
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have been organised by Lyon-based institutions.
URBAN FACTORS THAT MAKE LYON ATTRACTIVE AS A “BUSINESS PLACE” EQUILIBRIUM BETWEEN ECONOMY AND ENVIRONMENT IN A MEDIUM-SIZED METROPOLITAN AREA Grand Lyon is the capital of one of Europe’s most competitive regions. Yet it has managed to preserve a balance between economic success and quality environment. On the metropolitan level, the Grand Lyon has maintained a close relation with nature. Parks such as Lacroix-Laval or MiribelJonage are well-used for leisure or sports activities. The city has rediscovered its rivers, and the waterfronts of Lyon are being given back the deserved protagonism as central elements of the city. By 2006, it will be possible to walk or cycle along the Rhône from the Parc de la Tête d’Or to the Parc de Gerland and along the Saône to Ile Barbe. The urban parks and plazas of Lyon are lively spaces, and demonstrate the capacity of the city maintain the feel and sense of a medium-sized city even while having one of country’s most developed economies. THE VALUE OF LOCATION: LOGISTICS / TRANSPORT INFRASTRUCTURE As a consequence of its geography and topography, Lyon is a strategic hinge of the principal European trade flows. The
Lyon Confluence
large axes which structure the centre of gravity of the EU (North-South and Rhine/Rhône Valley) converge on Lyon before being connected to the Mediterranean Arc. For this reason, the logistics and transport infrastructure are of the highest importance for Lyon’s continued prosperity and attraction. The Lyon Saint-Exupéry Airport is France’s second gateway, and
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already serves over 70 international destinations. By 2010, the airport capacity is expected to double from the current six million. The airport has good road and rail connections: a rapid tramway will soon connect the airport to the city centre. In 1981, the French high-speed TGV rail network was
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inaugurated with the Lyon-Paris line. Lyon is now connected
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by 30 daily trains to Paris (2 hours), Lille (3 hours), and
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In term of road transport, Grand Lyon is at the centre of an
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the Pentagon and MEDOCC: Brussels, Frankfurt, Paris,
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Marseille and Barcelona etc. 180 million EU inhabitants live
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impressive highway system connected to all major EU cities in
within a one-day drive from Lyon, a tremendous market. In
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addition, although Lyon is not a sea port, the Rhône is navigable by large barges, and the Edouard Herriot river port
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connects Lyon with Marseille, the largest Mediterranean port. COMPETITIVE CLUSTERS: SCIENCE AND TECHNOLOGY PARKS
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railways, six trolley buses and over 100 bus lines.
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public transport. Four metro lines, two tramways, two funicular
Grand Lyon has a number of "technopôles" – science and
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Lyon. Within Grand Lyon, there is a clear commitment to
technology clusters – located throughout agglomeration. These
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(at the airport) Over 12 million travellers use the TGV trains in
are nodes of economic activities that are internationally competitive, yet at the same time complement the other
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TGV stations: Part Dieu (in the city centre) and Saint Exupéry
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Montpellier (1h45m). Lyon is the only French city with two
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Brussels (3.5 hours) as well as to Marseille (1h40m) and
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activities within the agglomeration. Within the city of Lyon,
there is the "Biopôle" in Gerland, on the right bank of the Rhône where it joins the Saône, an internationally acknowledged cluster for biotechnology research and innovation; the university cluster with the traditional social science disciplines.
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To the north-east, there are in Villeurbanne, the La Doua
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cluster are universities and research centres specialising in
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including four universities, offering a wide range of fields of
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environmental and information technologies is being developed.
The University of Lyon is a consortium of thirteen institutions, study and research. The system has a combined enrolment of 110,000 students of which 10% are post-graduate students. The four universities are Université Claude Bernard (part of the Villeurbanne-La Doua technopôle), Université Lumière, Université Jean-Moulin and the Université Catholique de Lyon
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"Portes des Alpes" high technology park for health,
(all located in the city centre). The other institutions include
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health companies. Nearby, in Bron and Saint-Priest, the new
HUMAN AND INTELLECTUAL RESOURCES
the Institut National des Sciences Appliquées de Lyon (INSA
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Avenue, there is a very strong cluster of teaching hospitals and
Lyon) and the Ecole National Vétérinaire de Lyon (ENV Lyon).
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east, towards the old Lyon-Bron airport, along Rockefeller
In addition, there are more than a hundred (public and
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tertiary and services, and an emergent multimedia node. To the
private) research institutes and laboratories located in Grand
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large area in Ecully, the "Lyon Ouest" area brings together
Lyon. Thus, Grand Lyon is an extremely well-endowed with human capital needed to drive the development of the city
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and the Ecole d'Architecture de Lyon. To the west, covering a
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by the Ecole Nationale des Travaux Publics de l'Etat (ENTPE)
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cluster of construction, town planning and architecture formed
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engineering, information and applied science; in Vaulx-en-Velin
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towards new horizons.
GREATER LYON LAND OF INNOVATION AND GREAT PROJECTS With its 2.6 million inhabitants, the Lyonnais region is situated in one of the strongest GDP European regions and is also the 1st economic centre in France after the Parisian area. The Lyonnais region is in full development thanks to the vigourous and innovating industrial base to which new sectors are bieng added: biothechnology and health, information and communication technologies, fashion, molecular chemistry, environment… These assets are reinforces by the accessibility and efficient services, a training/research centre of international level. Lyon is also a certain way of life forged for over 2,000 years. The beauty of its site rhyming with its hills and rivers, the presence of nature in the very hearth of the town, the quality of its architecture reflecting all the syles and all the different epochs have made an extremely attractive town, recognised by UNESCO who have classed the town in the «World Heritage List».
Lyon is projecting this tradition into the future by calling upon the greatest contemporary architects, by developing the remarkable public spaces and lighting its buildings, a reference point throughout the world. The Urban Community of Lyon, or Greater Lyon, the institution in charge of the running of the metropolis, is acquiring a supplementary dimension by linking Lyon-Saint-Exupéry airport to the Part-Dieu business district in the centre of Lyon, by constructing a 3,000-seat «Palais des Congrès» at the «Cité Internationale», by qualifying the new district of Gerland as one of the most important Biocentres in Europe, by developing
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the «Lyon-Confluence» project, by creating a new information and communication technologies district on the banks of the Saône River at Vaise, and by developing the Technology Park of the «Porte des Alpes». Moreover, this development must be made taking into account
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man, today and tomorrow. This is why through all these
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projects, Greater Lyon strives to invent, right from their
t u f CULTURE, LEISURE AND THE QUALITY OF LIFE: THE
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The Lyonnais «savoir vivre» is expressed in a tradition that
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BEAUTY AT THE HEART OF THE METROPOLIS
dates back to the gallo-roman epoch and the Renaissance
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(XVIth century), where Lyon’s internatonional expansion leant heavily on silk trading (the road of silk), a trade that demanded a professionalism and also a great sensitivity to beauty. Since then this way of life has been deployed undier multiple facets: diverse architectural heritage classed by UNESCO, living
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sports teams… and not forgetting the culinary delights. The
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metropolis has known how to renew its charm by launching a
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vast programme destined to further highlight the beauty of
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public areas: lighting up prestigious city buldings; creating
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culture, artistic and technical museums, international level
surprising squares where space, water and light mix together;
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that we offer to share with you….
developing parks in the town centre; the biennal dance parade; city illuminations during the December Light Festival etc.
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multiple facets that our agglomeration can pride itself on, and
Therefore the metropolis of Lyon offers an original way of life which mixes beauty with the quality of life.
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Throughout this document, you will, discover an outiline of the
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concept, a new type of metropolis founded on long lasting
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ECONOMY: WORLD LEADERS AND AN EXCEPTIONAL SOURCE OF MEDIUM SIZE BUSINESSES Historically, the metropolis of Lyon has built its strenght on industry, trading and banking. This reality remains extraordinarily dynamic because sectors such as textile, chemistry and mechanical engineering having known how to regenerate their working methods and their products to be more competitive. These businesses have become vast integrational groups: Rhodia, Rhône-Poulenc / Aventis, Berliet now Renault Trucks etc. As well as these pillars of Lyonnais economy, new expanding sectors have appeared making certain Lyonnais enterprises amongst the world leaders. These are the «health» industries in particular the biotechnologies (bioMérieux…), the information and communication technologies, the plastics (Plastic Omnium) and the environment (Suez-Lyonnaise des Eaux, Vivendi) etc. The metropolis is also the home of medium sized industrial businesses (500 to 1,000 employees) of various sectors, wich add a supplementary dynamism and innovation to the whole of the metropolis: logistics, agricultural foodstuffs, molecular chemistry, security services, electricity, energy, etc. Therefore the Lyonnais region benefits from a diverse economy, where sub-contractors large scale or specialist are strongly installed (i.e. suppliers to automobile manufactures). If certain sectors of the Lyonnais activities have come to the forefront of the world, the local economy has nevertheless remained generalised, which allows it to renew and to follow the ever-changing market.
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TRAINING AND RESEARCH: KEYS FOR THE FUTURE Knowledge conditions development, and because of this the metropolis of Lyon has a front line research and information centre. The introduction of prestigious establishments such as «Les Ecoles Normales Supérieurs de sciences et de lettres», the multiplication of international ties (Minerve, Euforia…), the increase, over 10 years, by approximately a quarter in the number of students in the 4 Lyonnais universities illustrates this expansion of force. This university life translates into dynamic research supported by the presence of international organisations such as «Centre International de Recherche sur le Cancer» and the «Laboratoire P4» (Foundation Mérieux). The Rhône-Alpes region is the 3rd European source of patents after London and Paris.
As well as the high level training and research tools, the metropolis of Lyon benefits from efficient technician training answering the short-terms needs of the industrial entreprises. Moreover, the creation of the «Cité Scolaire Internationale» allows a better reception of non-french speaking families coming to work in the region. So the enterprises are guaranted to find partners at all levels and in all sectors.
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THE GREAT PROJECTS: INTERNATIONAL AMBITION AND QUALITY OF LIFE For a number of years now, the metropolis of Lyon has invested to renew the quality of the town. This action illustrates the constant desire not to partition the different
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town functions concerning the habitat, economic activity and
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commerce. The metropolis of Lyon greets the third Millenium
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This development strategy is accompanied by a desire to maintain a good town quality within the metropolis by an
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appropriate harmonisation between the parks and gardens,
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cultural and leisures facilities, habitation, companies and
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public transportation. Prosperous and discrete by nature, the metropolis of Lyon
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extension and growth of the tramway and metro networks).
today wishes to extend its influence and to attrack, thanks to
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the metropolis (rapid links from the town centre to the airport,
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both to the town (airports, TGV, motorways), as well as outside
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imagesâ&#x20AC;Ś) and which will assure an easy flow of movement
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excellent high-tech industries (biotechnology, numeric
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innovative, economic and industrial bases, amplify the
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with a group of coherent projects which will re-inforce the
its new assets.
EVENTS, RECEPTION FACILITIES: UNITING WORK, LEISURE AND TOURISM The metropolis of Lyon strengthens its position with international shows and conferences such as the G-7 summit, the United Nations conference on commerce and development, the greenhouse effect conference, and the «Pollutec» (Industry and environment) and «Lyon Mode City» exhibitions. This dynamism is based on the organising knowledge and two efficient and complementary tools devoted to the business tourism : the «Palais des Congrès» and «Eurexpo» exhibition centres, two sites whose competitiveness will be even more accentuated by the extension of the existing «Palais des Congrès» and public transportation improvement. These infrastructures both benefit from being well placed, next to or even in the town centre, which enables the easy uniting of work with tourism…
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GATEWAY TO NORTHERN AND SOUTHERN EUROPE The metropolis of Lyon is situated near Germany, Switzerland and Paris. It is necessary to pass through Lyon to go to Northern Italy, the Mediterranean and Barcelona. In this privileged position, this site at the intersection of Northern
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and Southern Europe, is in effect particularly convenient for
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companies or congressmen who have at their disposition the
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The metropolis of Lyon, second economic area of France, has
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put in place a global strategy, founded on great projects designed to re-inforce the influence and the international attraction of the town. This policy, run by Greater Lyon, rests equally on a demand for a quality of everyday life, culture, accessibility, family services, security, city cleansing,
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environment, etc. In effect, it is this allliance of global strategy, of long lasting development with a sense of strong
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European regional capitals for installing a company.
GREATER LYON: A CIVIL SOCIETY INSTITUTIONAL PARTNER
efficiency, which guaranties the success of the development of
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quoted (Healey & Baker) as one of the 20 most impressive
the metropolis, as much as from an economic point of view, as
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openings to the world. The metropolis of Lyon is regularly
in the quality of the inhabitant’s everyday life. This Vision of a
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between the different forms of transportation, provide many
town of the future is the fruit of a partnership with the civil
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the Mediterranean, as well as a high capacity interconnection
society, always attentive to practical questions. This approach of advanced dialogues such as Millénaire III, the land rights
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important complex of motorways, a port with a direct link to
plan and the economic development Scheme takes place in a method and a strategic partnership.
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world’s most high performance railway system (the TGV), an
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the rest of the world. The two airports, linked with one of the
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best infrastructures and communication tools with Europe and
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4.9.
URBAN PROFILE OF
GENOVA Municipal Population: 632,000 inhabitants. Municipal Surface Area: 260 Km2 Metropolitan Population: 903,000 inhabitants (67 municipalities) Metropolitan Surface Area: 1,838 Km2 (Comune di Genova) Main Economic Sectors: :: Industry (22.20% of labour force) :: Services, including Tourism and Port Activities (76.65%) :: Agriculture, mainly Flowers (1.15%) Principal Industrial Activities: :: Port and Shipbuilding :: Petrochemicals :: Electronics and Communications. :: Steelwork Genova is the capital and largest city of the Liguria, one of the twenty administrative regions in Italy. Liguria is a 450kilometre long, narrow and coastal arc stretching from the French border to Tuscany, separated from adjacent regions by the Maritime Alps and the Appenines. The coastline (the Italian Riviera) comprises the Riviera di Ponente to the west, characterized by coastal plains and the more rugged Riviera di Levante to the east. The Province of Genova is the largest and
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most populous of the four provinces that make up Liguria. The most important industries are steel, engineering, petrochemicals and ship-building. With the crisis of heavy industries, the electronics and communications sector has emerged strongly. The service sector is highly developed and employs two thirds of the active population, as a result of its role as financial centre, the port activities and auxiliary industries (insurance, finance, road and rail transport etc), and increasingly, tourism.
Matrix 2. Components of Excellence
Genova
COMPONENTS OF EXCELLENCE AND “WORLD CLASS ELEMENTS” OF GENOVA CULTURAL AND ARCHITECTURAL HERITAGE For centuries, the city-state of Genova was one of the most important and powerful trading, banking and maritime centre in Europe. As an independent and wealthy city, Genova did not physically expand out of its city walls until the 18th century. As a result, the Città Vecchia (Old City) of Genova is one of
1 Historical areas. 2 Commercial port. 3 Maritime, riverfront or other water-related esplanades. 4 Quality of the city´s surroundings. 5 Medicine. 6 Quality of university education. 7 Biotechnology. 8 Restaurants. 9 Plazas and streets as meeting places. 10 Quality and specialization of professional services. 11 Urban redevelopment. 12 Existence of a collective envisioning project for the city.
the most densely built in Europe, and with an extraordinary
13 14 15 16 17 18 19 20 21
Importance of the city-pride. Quality of health care facilities. Education. Outstanding natural elements in the city. Tourism, hotels, restaurants and leisure activities. Social development and cohesion. Cultural facilities and activities. Social, cultural and professional leadership. Importance of graduate programs and university research. 22 Availability of technology. 23 Availability of intellectual capital. 24 Office and business centres in the CBD.
collection of beautiful buildings such as the Cathedral of San Lorenzo, the Palazzo Ducale, the richly decorated churches of the Annuziata del Vastasto and of Sant’Abrogio, the medieval church San Donato, and many Renaissance palazzi. Dozens of museums are housed inside these former palaces. After decades of neglect, brought on by economic decline, the city has recognised the immense value of its cultural and architectural patrimony. Today, the Città Vecchia is being transformed into the "shop window" of Genova and the hub of its tourist and creative economy.
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MARITIME AND INDUSTRIAL TRADITION For a time, the Genoese naval fleets were among the most dominant of the Mediterranean, and the Port of Genova has never quite lost its importance as one of the major ports. After WW II, Genova, together with Turin and Milan, formed the so-
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called "Industrial Triangle". The Port of Genova was one of the
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two most vital sectors of the Genoese economy during this
per year. Faced with international competition in the construction of large vessels, Genoese shipbuilders are also specialising in smaller coastal and leisure craft, and also cruise liners. Sampierdarena, united to Genova in 1926, was one of the most highly industrialised areas of the 18th and 19th century. It was known as the "Italian Manchester"
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destination for cruises, with over 600,000 cruise passengers
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TEUs). The Port is also an important Mediterranean
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in terms of tonnage, and after Valencia in terms of container
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top-ranked European port (2nd in the MEDOCC after Marseille,
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and industrial traditions. Today, the Port of Genova is still a
NEW ECONOMIC SECTORS: ELECTRONICS, ROBOTICS AND
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industrialisation, Genova was forced to transform its maritime
INNOVATION
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concentration of state held heavy industry. With de-
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crucial element. Indeed, the region was once Italyâ&#x20AC;&#x2122;s largest
The structural changes in the global economy forced the city to look beyond its port and heavy industries. The old model
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mechanical engineering and automation) constituted the other
based on large state-financed companies gave way to technological activities connected with industrial automation,
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shipbuilding and steel mills, but also energy, electro-
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and Milan. State-owned heavy industries (particularly
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period. In effect, the city was the port for the factories in Turin
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electronics and telecommunications. Still, the industrial
tradition of the area gave rise to the development of an electronics and high technology "special district", one of the earliest in Europe. Today, this cluster numbers 7,500 workers in over 150 companies. With ICT technologies as an underlying basis, the companies cover a wide range of sectors: from electronics to information processing, from Internet to multimedia, and from bio-medical and bio-instrumental technology to aerospace. Given that Italy ranks fourth in the world in the number of robotic machines installed, robotics is an emergent sector. Recognising the essential conditions in Genova (excellent universities and research centres; industrial base; availability of business and industry services; good public support; quality of life), the Istituto Italiano di Tecnologia (IIT) was set up 2004 in the city. The IIT aims to be an international centre of excellence for scientific research in advanced technology, LOCATION AND LOCAL IDENTITY Located on a thin coastal strip, hemmed in by mountains, the city-state of Genova did not possess an extensive hinterland for natural resources. Instead, capitalising on its strategic location, Genova swiftly became a trading city, and rose to prominence as a maritime power and banking centre. Over the years, Genova and the Genoese gained excellent banking and business skills as well as a reputation for being enterprising and independent. Today, Genova is Italy's sixth largest city, and is both cosmopolitan, and commercial. The location of Genova continues to be strategic: it is still the countryâ&#x20AC;&#x2122;s largest port, and the natural outlet for Italyâ&#x20AC;&#x2122;s "productive triangle". Genova also has a strategic position within MEDOCC: its proximity and close connection to Milan make it a MEDOCC hinge point with the EU "Pentagon".
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URBAN FACTORS THAT MAKE GENOVA ATTRACTIVE AS A “BUSINESS PLACE” REGENERATION OF THE CENTRO STORICO AND THE PORTO ANTICO From the second half of the 19th century, the city of Genova expanded outside its historic walls, and began the progressive depopulation of the historic centre, from 80,000 at the end of the 19th century to the current 20,000. This also led a rapid
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decay of economic activities, and in the 20th century, the
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historical centre became more isolated from the newer parts of the city and an elevated highway was built between the old city and the sea. The historical centre became an extraordinary collection of beautiful buildings but with a very poor perceived image. The 1992 celebrations of the 500th Anniversary of Columbus provided the perfect opportunity to initiate the urban regeneration of the Old Harbour, relocating the modern port facilities to the west. The project was undertaken by Genova-born architect, Renzo Piano. The 1992 Expo reinforced attempts to revitalise the Old Town,
Two world class projects:
and in 1999, the Piano della Citta’di Genova (Genova City
1.) Tunnel sotto il Porto
Plan) identified the Old Town as the key piece in the
2.) Erzelli Tech Park
positioning of Genova in the new economy, and for urban tourism. Major events such as the 2000 Catholic Church Jubilee, the 2001 G-8 Meeting, and Genova’s designation as the 2004 European City of Culture have channelled financial
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and management resources to the recovery of the Old City. Today, these efforts are bearing very promising first fruits. The on-going restoration of the Old City and the new activities in the Old Port are giving the city a new image and attractiveness for residents, visitors and businesses. STRATEGIC LOCATION AND QUALITY OF SURROUNDING LANDSCAPE Genova is located in the geographic centre of Liguria, the Italian Riviera. This areaâ&#x20AC;&#x2122;s geographical position, mild climate, turquoise waters and pleasant landscapes have made it the attractive destination for the national and international seaside tourism since the late 19th century. There are about 3.5 million night-stays in Liguria annually. All along the coast, from Ventimiglia to Lerici, the development of tourism has improved amenities and infrastructures. In the areas where damage has been done to the environment, energetic measures of conservation are being undertaken. As gateway and largest city, Genova is the commercial, cultural, financial and transport centre. By itself, the city is also an important tourist destination, registering 1.2 million night-stays in its wide range of hotels. TRANSPORT AND LOGISTIC INFRASTRUCTURE Up to about twenty years ago, the development of road and rail communications in Liguria was hampered by the difficult topography. With modern methods, highways improvements have been made possible. Genova is now well served by highways: eastwards to Livorno and westwards toward France; inland towards Turin and towards Milan. The Port of Genova is an important port of call for Mediterranean cruises (some 600,000 cruise tourists a year). In addition, there are about
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2.8 million passengers per year on the regular ferry connections to Sardinia, Corsica, Sicily, Barcelona and Tunisia. The international Christopher Columbus Airport is only seven kilometres from the Genova city centre and is connected with principal Italian cities and European capitals.
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Genova is served by two railway stations (Genova-Principe and
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Genova-Brignole), and there are good rail connections with
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INFRASTRUCTURE FOR ECONOMIC ACTIVITIES (SCIENCE PARK, CONGRESS, EDUCATION, R&D) The city of Genova is re-positioning itself to better take
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advantages of the new global economy, and has been working to endow itself with economic infrastructure and facilities.
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removed, thus healing an important "urban wound" in the city.
Indeed, the city recognises that the redevelopment of its
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Highway) dividing the Old City and the Old Harbour to be
infrastructure is a major project for the city as it will improve
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completed, allowing a section of the Sopraelevata (Elevated
access for businesses to the richest markets. The waterfront
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be boosted when the proposed under-harbour tunnel is
and the Centro Storico are being transformed, and the city is
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as well as the Cruise Terminal. Intra-Genova connectivity will
positioning itself as an important centre for conventions with the new Magazzini del Cotone Congress Centre, which looks
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Metro connects the Centro Storico with the two train stations
out over the waters of the Porto Antico from the Molo Vecchio quay.
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inaugurated in 1990 and the Line1 is nearly completed. The
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under consideration. Within the city, the Metro of Genova was
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Lombardy and Tuscany. The Milan-Genova High Speed Rail is
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The Parco Scientifico Tecnologico della Liguria was created in 1996 by the Region of Liguria, the University of Genova and the Ligurian Chamber of Commerce with the aim to foster technological innovation and links between academia and industry, for the small- and medium-size business, a characteristic of the Italian economy. The future Erzelli
The long strip of Genova extends over 34 kilometers of coast from west to east, in almost equal distances in both directions
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GENOVA, ONE CITY IN TRANSFORMATION
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to the Genova-Milan highway, is designed by Renzo Piano, and
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Technology Park located in the west, near the airport and close
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along the Ligurian Sea. A sea that has had, since pre-Roman
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The first town settlement came about in a territory which
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had seen the presence of man as far back as the first
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times, a leading role in the history of Genova.
millennium B.C. Conquered by the Romans first, Genova was
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then dominated by the Byzantines, the Long bards and the Franks; the city was also subject to naval raids by the Saracens and Normans. From the XI century, Genova asserted itself as one of the great naval powers in the Mediterranean. The Genoese
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Genova progressively extended its domain over the whole of
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Liguria and Corsica.
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From the XIV century, the top city authority was represented
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by the figure of the Doge. In 1528 the alliance between the
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markets penetrated as far as China and the Republic of
Doge Andrea Doria and the Spanish Emperor Charles V
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promises to be an important.
witnessed the start of the so-called Golden Century of Genova.
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The period was characterized by the extraordinary flourishing of Genoese financial investments all over Europe and the
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construction in the city of splendid houses and noble palaces.
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The return to the French influence, following the taking of
Genova by Louis XIV in 1684, involved the Republic in the battle of France against Austria. When the Austrian troupes occupied the town in 1746, Genova managed to free itself and to keep its own government until 1797 when, after the Napoleonic interlude, it became part of the Kingdom of Sardinia and then the Kingdom of Italy. The great urban development and its role of maritime pole and great industrial city were due to the renewed importance of the port in the general picture of the new Italian Kingdom. In the early Twentieth century, Genova was the city of metal, mechanical and shipbuilding enterprises and a great merchant port crossroads of Italian emigration towards the Americas. However, after the First World War, the economical and financial leadership gradually lessened. The period after the Second World War registered the city's maximum demographic expansion (850.000 inhabitants in the '60's) but then the model of traditional industrial-port related development of the city declined. Today, at the start of the third Millennium, after a long phase of economic and demographic decline, Genova â&#x20AC;&#x201C; with its 630.000 inhabitants - is witnessing a period of recovery and enormous growth of both traffic and role of the port. In fact, once again the port is one of the most important in the Mediterranean and the recent economic-strategic design of the city sees Genova as not simply a port but also a tourist and cultural city, oriented towards facilities, where more and more frequently there is the assertion of an economy which has a technical character too, connected to electronics and computers, on a private level or multinational level. A key role in the transformation of the town into a tourist city
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e r having been made impossible, first, by the existence of
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the sea. Such a link had never existed over the centuries,
wharves dating from between the 17th and 20th century into
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link between Genova's historical center (along the port) and
The challenge was two-fold: on the one hand, to transform public spaces, on the other hand, to develop a very strong relationship between the port and the old city. In practical terms, the project entailed restoring the old buildings along the port. However, great care was taken to ensure that these alterations did not betray the original spirit of the
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An essential consideration was that the project had to create a
be tantamount to performing open-heart surgery on the city.
surrounding district. New constructions, such as an aquarium
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architect Renzo Piano carried out the renovation project.
and, more recently, a highway. Undertaking this project would
and a naval derrickâ&#x20AC;&#x201D;a mast crane that symbolized the new
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particular, build new, permanent installations. The famous
ramparts, then warehouses, a railroad, harbor customs barriers
portâ&#x20AC;&#x201D;were built, always in harmony with the spirit of the port.
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opportunity to renovate a historic district of the city and, in
The port's link to the city was achieved by extending the
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service and replaced by a modern port. This provided a great
district's short streets to the waterfront: Via Del Mare, one of
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operational at the time, although it was eventually retired from
the main thoroughfares of the historic district, was extended onto a breakwater alongside the aquarium, leading up to the
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The site selected for the event was part of an old port, still
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discovery of America.
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celebrate the 500th anniversary of Christopher Columbus'
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was played by the 1992 Columbus International Exposition to
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center of the port.
e r u sure that all the benefits will not be reaped in 2004, but rather that the work performed will guarantee that the effects last well beyond 2004. Developing this concept means, first of all, placing great attention on structural works, both those directly on cultural structures as well as those that permit their maximum enhancement. On this point, in May 2001 an â&#x20AC;&#x153;Intent and Protocolâ&#x20AC;? was stipulated between the City of Genova and the Ministry for
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furnishings.
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Culture and Cultural Activities, where priorities for structural interventions were identified. The comprehensive strategy for
buildings, still intact today, look out onto the street. Some of
from the modern era, with period rooms and precious
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A role that the city is well determined to exploit by making
the most fascinating historical urban areas in Europe. Valuable
City Council, house the most important art galleries in the city
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2004, European Capital of Culture.
museum system has just been completed in via Garibaldi, the New Street of the sixteenth century nobility, which is one of
them, like Palazzo Rosso and Palazzo Bianco - owned by the
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of more and more initiatives till the present role of Genova
The most important project for the improvement of the
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In fact, from 1992 on, Genova has witnessed the flourishing
the city in all of its components.
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won: this section of the city has taken on a life of its own.
quality of the urban environment through better exploitation of
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of the port's glorious past. That wager seems to have been
the cultural offering through the improvement of the museum system and architectural patrimony, and on improving the
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the project was also a venture intended to reclaim something
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More than the realization of a construction or renovation plan,
this program of works is based on maximizing the potential of
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The project “Historical Museums Cluster”, specifically oriented to the year 2004, has seen the organization of a new system integrated into a “museum - street”, by means of the completion of restoration of the Rosso and Bianco buildings, with the expansion of the exhibition galleries to the noble floors in Palazzo Tursi, where the City Council used to be located. The “Historical Museums Cluster” project is part of the strategic objectives of the City Administration in order to give new value to the historical city center, where numerous buildings of great architectural quality can be found in an essentially integral setting of Medieval origins, of which tourists and residents alike still know little about. The utilization of the environmental potential of the historical city center and the reclaiming of a system of tourist itineraries can be put together with the reclaiming of the port areas as urban areas where facilities and qualified structures in the tourist and cultural field can be placed. For the year 2004, some leading themes in this process of regeneration have been identified: from the restoration of numerous historical buildings to the reclaiming of La Ripa zone, the urban facade of the old city, to the consolidation of the presence and magnetic role of the University, to the tidying up of some tourist itineraries. La Ripa zone is the city facade looking onto the sea, which was built in the XII century, under orders of the Medieval City Council, as an arcade with shops at street level and private homes above. This zone has been well known to travelers ever since the medieval era, due to the fact that the main access route to the city has been, for centuries, the sea. The buildings have undergone refurbishment over the centuries,
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with the fronts being redone, some painted, and in the XIX century, raising interventions. Following the nineteenth century separation of the city from the industrial port, enforced by the construction of the overhead road, La Ripa zone lost its character of being an urban front, also because of the lack of maintenance on the buildings. In view of the year 2004, a reclaiming of the representative quality of La Ripa zone as a unitary front by means of a co-coordinated restoration project of the facades has been carried out, with the aim of giving an homogenous aspect back to La Ripa zone and making the most of the image of the city seen from the sea, in connection with the transformation of the port areas for the setting up of new urban facilities (Expò, Caricamento square, Darsena). The historical city center of Genova has a large number of historical buildings from the modern era, of great architectural quality, which have been built in strategic areas of the dense setting of the medieval city, following refined architectural
for the city to revalue its historical center and to construct a
models. This architectural and artistic heritage is of great value
new image of Genova as a city of art. Several initiatives are
and today can be found in different conditions: some buildings
already underway, to increase awareness of these buildings and
have been restored, while others are lying in a state of
to create itineraries, whilst, as an element of urban
precarious maintenance. The reclaiming of the buildings and
appreciation, revamping work on the facades has been started,
their utilization from a tourism point of view, with the creation
following the most significant examples and in strategic places.
of itineraries for visitors, represents an extraordinary opportunity Genova is a city rich in historical buildings of great value, many of which however have been underused and allowed fall into decay. By refurbishing them, we can stop this process of decay, emphasize the centrality of the old city, and consolidate Genovaâ&#x20AC;&#x2122;s emerging role as a tourist destination. A renovated and attractive building not only improves the quality of life for those living in it, but also enhances the surrounding environment. Thus, refurbishment can stimulate other new private projects in the area.
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spaces offered by the Medieval sizes by means of partial demolition and grouping together as single units. The buildings are splendidly decorated, in the entrance-halls and on the vaults of the stairways as well as the inner rooms, with alfresco cycles painted by famous artists, mainly following magnificence of the families who owned them.
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mythological themes, with the intention of exalting the
between the entrance-hall/courtyard, open gallery/stairway, which leads to the noble floor with vaulted rooms, often with alfresco decoration, areas skillfully obtained from the meager
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Redeveloping a piazza so that it can once more fulfill an important public role represents a key aspect in the regeneration of an area. It helps to combat criminal activity
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following architectural models based on there being continuity
approach that combines both technology and tradition.
and thus aids those businesses already present in the locality
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that redefined the whole city. The buildings were conceived
accessibility and environmental conditions through an
and increases the prospects for inward investment in the
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power of the noble families and leading to a residential system
renovated areas.
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prestigious residential models, for showing off the wealth and
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most important itineraries of the medieval city, following new
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public system of private homes. They were built along the
requires addressing issues of public hygiene, security,
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during diplomatic visits, almost being transformed into a
as spaces in which local residents can gather and meet. This
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as accommodation for the official guests of the Republic
become catalysts for wider regeneration and serve once more
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Registers of public homes (the so-called Rolli) to be allocated
intervention. Through renovation, the piazzas (squares) can
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century, buildings which from 1576 were recorded in the
Improving living conditions in the old city through the creation of safe and attractive public spaces is another line of
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the homes of the richest and most powerful families of the XVI
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made up by a group of almost 200 noble residences built as
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A unique case is that of the Rolli buildings. The system is
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Another element of upgrading the historical medieval quarter with positive effects in terms of who frequents the area and appreciation of the economic activities for service is the consolidation of the presence of the University, as the extremely positive effect of the Architecture Faculty in the
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area of piazza Sarzano demonstrates.
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Following these lines for intervention, the University has then
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But Genova has a lot to offer also outside the historic city
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center. An example is the series of museums scattered
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Among them the Park-Museum pole in Nervi, at the eastern
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end of the town. The creation of this pole responds to the
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throughout the city.
strategic objective of making the environmental and landscape
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characteristics of Nervi stand out, defining the potential of the museums, parks and of the coastal footpath, to create a place of fun and attraction for town residents and tourists alike. It concerns a museum pole focusing on twentieth century art and on the regeneration of historical parks. In particular, the
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itinerary connecting the nineteenth century collections of
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paintings and sculptures of the Frugone collection in Villa
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Grimaldi with the twentieth century works, on display in Villa
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Serra and with the insertion of some works from the Wolfson
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Modern Art Gallery has been re-opened with a single exhibition
collection. The project offers the visitor the possibility of
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appreciating precious artistic works in an original and
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extraordinary frame, with period villas inside a large eighteenth century park, with Mediterranean and exotic plants, connected to the spectacular rose garden at Villa Grimaldi, from where
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the Albergo dei Poveri.
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focused its attention on restructuring sites in via Balbi and at
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you can pick up the magical presence of the sea.
A last resource which should not be forgotten is the presence of suburban villas around the Medieval walled city was already documented in the thirteenth century: the villa, in its meaning of estate for agricultural production with holiday home, characterizes the territory with an organization which reproduces the alliance system existing inside the city. Thus the suburbs were controlled by the most important families in the city, who entrusted peasants with the cultivation of the land, an intensive production of mixed harvests (vineyards, vegetables), joining up with the great care that was taken of the landscape, sorted into avenues, gardens and water games. This refined organization of the territory continued until the XIX century, when farm workers still used to go down into the city every morning to sell their farm products at the bigger markets, and was to be eliminated only when the city developed towards the east in a residential way, and towards the west in a manufacturing way, thus destroying the villas and subdividing them into building lots. Thus in the city of today, what remains of the great villas of the past is only partial, often reduced to the house alone, and sometimes in a state of decline: however there are still cases of villas which have kept large green areas, which constitute a strategic A great resource for the city is also the system of forts, a long
resource for the contemporary city as public parks. This is the
itinerary, today with ruins all along the XVII century walls.
case of the Imperiale villa in San Fruttuoso and the Pallavicini
These walls wound along from the Lanterna in Carignano,
villa in Pegli, where the City Administration started reclaiming
along the triangular ridge of the highest mountains
interventions both on the house and on the park.
surrounding the city for more than 12 km, pivoting on the furthest northern peak of Peralto mountain. Contemporary expansion has spared the hills beyond the walls, leaving room therefore for a countryside trail above the city, which enables you to enjoy a wonderful view - a country trail which will be equipped as an urban park.
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5. TOWARDS A COMPETITIVE “BUSINESS PLACE” IN MEDOCC The successful cities and regions are able not only to attract the “Creative Class” – people who do a wide variety of work in a wide variety of industries, such as arts/entertainment, aeronautics, architecture/real estate, computers, finance, biotechnology, etc – but they have also been able to translate their underlying advantages into innovative economic activities, new businesses and thus fostering regional growth.
The successful cities and regions are able not only to attract the "Creative Class" – people who do a wide variety of work in a wide variety of industries, such as arts/entertainment, aeronautics, architecture/real estate, computers, finance, biotechnology, etc – but they have also been able to translate
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their underlying advantages into innovative economic
climate and way of life, and the relatively lower operational and investment costs, already enjoy a high quality of life. This has been the basis of the region’s attractiveness for the tourism sector and as the EU’s "Florida" for the retirees.
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regions that successfully attract and retain the "Creative Class"
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must offer both a range of job opportunities and a desirable
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"Quality of Place." These are places that not only have "Quality of Life" but also "Quality of Place".
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The MEDOCC cities, by virtue of the mild Mediterranean
For MEDOCC to be a competitive "Business Place", it must first be realized that jobs alone cannot attract talent. The
"Quality of Place" is concerned with the variety and quality of
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FROM QUALITY OF LIFE TO QUALITY OF PLACE
the urban amenities and natural spaces that are available and
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cultures, despite globalisation.
is the key to the attraction and retention of intellectual
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locational qualities that are related to local and regional
resources that are needed to support the range of high-
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development strategies are a deliberate search for these
technology and creative industries. This group seeks out
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qualities. Strategic spatial planning together with economic
authentic places of fusion, innovation and creativity where
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"niche" of economic activities that fits the local and regional
they can live, work, play and learn. In the borderless EU context, these intellectual resources are increasingly mobile.
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The challenge facing cities and regions is to identify the
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activities, new businesses and thus fostering regional growth.
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This new "Creative Class" seeks out places that are diverse, tolerant and have a critical mass of like-minded professionals. For MEDOCC to move towards a "Quality of Place" strategy does not mean starting from zero. The region already has many existing place-based advantages: authentic historical centres,
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an active coastline, a variety of economic facilities, as well an
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open attitude towards diversity. For instance, the Quality of
Confluence, Barcelona’s Forum, port of Genova, the impressive project of Euromediterranee in Marseille) and give them new value for new activities.
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and efforts are being made to recover waterfront areas (Lyon
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environment is also an important part of the "Quality of Place"
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retaining talent. However, it must not be forgotten the natural
FOSTERING METROPOLITAN AND REGIONAL COMPLEMENTARITIES Metropolitan regions around the world have a growing importance as engines of growth. Within the EU, regions such
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quality urban spaces towards successfully attracting and
as Bavaria and Catalonia are already ranked more competitive
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Centre and Barcelona’s 22@BCN are important in (re)creating
than their respective countries. Local authorities have
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Thus, projects such as the recuperation of Málaga’s Historic
jurisdiction only over their municipal limits. It is only at the
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construction between a place for work and a place to live in.
metropolitan scale that issues such as business development,
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scientif and tech park of Cartuja, inner city beats a perfect
education, tourism, environmental sustainability and transport
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local activity. Or in the other hand, also in Sevilla, the urban
infrastructure be resolved in a coherent way.
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are attractive to visitors because they are authentic places of
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neighbourhoods such as Triana, is high. These are spaces that
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Space of Sevilla, particularly in its historic centre and
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As MEDOCC seeks to define itself as a future Global Integration Zone, its cities need to develop greater complementaries with one another. Instead of duplicating all facilities and infrastructure, and competing head-to-head with one another, such facilities could be jointly developed or considered as a metropolitan resource. Projects such as the Parque Tecnológico y Aeronáutico de Andalucía (Aerópolis), which is actually located in the municipality of La Rinconada next to the Sevilla airport, but
capitalising on the established "brand" of Sevilla, is an example of metropolitan collaboration that should be encouraged as it can be "win-win" situations. The emerging sub-system of airports in Catalonia (Barcelona, Gerona and Reus-Tarragona) with Gerona and Rues-Tarragona meeting the requirements of "Low Cost" airlines is another example of regional cooperation. Another example could be the economic relations between Genova and Milan (one of the axes of the ""Pentagon""), or the role of Málaga as the de facto "capital" of the Costa del Sol. Within MEDOCC, there is clear that there are both similarities as well as important local and regional difference amongst the cities in the three countries. What is clear is that this richness, far from being a hindrance, is currenty being fostered and that territorial coherence can develop through complementarities. For example, given their proximity, Genova and Lyon can play the role as "hinge points" with the ""Pentagon"". Meanwhile, Marseille and Málaga could be "connectors" with North Africa, and Sevilla and Barcelona with Latin America; etc.
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cities where there exists recognisably exceptional opportunities that will make possible the development of a unique (or a renewed) "Cluster of Excellence" capable of generating competitive advantages, within its particular geo-political context, towards specific objectives (economic, social and/or
view, particularly those that impact the physical form of the city and the structure of the metropolitan city region. In some cities, the "Cluster of Excellence" is already a tangible reality. In other cases, some components of the Cluster exist only as ideas or have yet to be invented. Then there are also
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established strengths in Metropolitan Sevilla, such as logistics infrastructure, an excellent but under-utilised airport, cluster
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and quality of human resources, the quality of life of the city
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etc, Sevilla has embarked on an ambitious Strategic Project to
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position the city as Europe’s third aeronautic/aerospace hub
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(after Hamburg and Toulouse). To this end, Sevilla was able to successfully combine resources at different levels (EU, State, Region, Municipal).
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successful from the social, economic or environmental point of
Andalucía (Aerópolis) in Sevilla. Capitalising on the
of auxiliary aeronautic/aerospace companies, the availability
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the elements in the city that are especially attractive or
A good example is the Parque Tecnológico y Aeronáutico de
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competitive advantage and the key to its success. These are
well as resolve some of the deficits.
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are, or have the potential to be, the basis of the city’s
of excellence, will position it to better meet its objectives as
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set of urban "Components of Excellence" within the city that
between focussing exclusively on solving existing urban designed Strategic Project, based upon its urban components
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The "Cluster of Excellence" is the selective and inter-related
Cities do not have unlimited resources, and they must choose deficits or to reinforce its "Cluster of Excellence". A carefully
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THE “CLUSTER OF EXCELLENCE” AS BASIS FOR STRATEGIC PROJECTS
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environmental).
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Another example is the revitalization of Málaga’s Historic Centre was based upon its "World Class" elements such as its
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location in the centre of the Costa del Sol, its architectural
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heritage and tourism potential, its claim as Pablo Picasso’s
economic sectors linked to design, fashion and art. The regeneration of a hitherto industrial-working class area of Poble Nou, Barcelona is positioning itself to attract the "Creative Class" it needs to maintain its competitive edge.
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Mediterranean lifestyle and business efficiency, and its urban
IMPROVING MOBILITY AND INTERCONNECTIVITY The free movement of people and goods within its territory is a
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scale and quality of urban spaces, the combination of
basic aim of the European Commission. The other aims of territorial, social and economic cohesion are contingent upon
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most important urban factors of competitive advantage: the
this free movement. To be one of the Global Integration Zones within the EU, it is absolutely necessary that MEDOCC
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In the case of 22@BCN, the project is based upon Barcelona’s
improves both mobility and connectivity not only amongst its
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which the proposed metro line will help resolve.
cities, and also with other Global Integration Zones.
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Centre, University and Parque Tecnológico de Andalucía),
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between the different components of excellence (Historic
As evidenced by the C2M Pilot Projects of Lyon and Marseille,
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area. What are still lacking are the physical connections
at the present time there is a lack of interconnectivity among
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as de facto economic and cultural capital for the Costa del Sol
the six cities participating in the project.
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recreated an urban heart for Málaga and strengthened its role
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street and squares for the pedestrian and outdoor activities has
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birthplace, and the port-city connection. The recovery of urban
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However, since greater mobility of people and goods will likely induce greater demand and generate more economic activities, improving the different modal options (air, high-speed rail, roads, and even high-speed ferries) must be explored and infrastructure that are required and are appropriate (airports, rail stations, toll highways, ferry terminals, etc) should be put into place. A coherent transport strategy for MEDOCC covering the major cities should be undertaken. This would be a blueprint for the public sector to intelligently allocating resources towards joint infrastructural projects. Shared with the private sector, it could stimulate private sector interest for example, in setting up new
CREATING OPEN NETWORKS AMONG MEDOCC CITIES
airlines or new bus/air routes. With improved connectivity (road, rail or air), MEDOCC will be on its way towards being a new Global Integration Zone.
Innovation and creativity are fostered in open, tolerant societies that do not impede the free flow of ideas, intellectual or financial capital. Social and economic networks should also be accessible. In order to favour/foster a MEDOCC identity, different networks should be maintened. Already, by coming together and participating in the C2M initiative, the MEDOCC cities have taken the important first step towards creating a MEDOCC network of cities. The objective of these networks is to encourage cities to share of experiences and to learn for one another. Indeed, one of the greatest competitive advantages for cities is the ability to learn from others. The networks could be "soft", that is, more for the interchange of experiences and sharing of knowledge; while others could be "hard", that is, collaboration for specific purposes of influencing regional policy or to develop an actual project.
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Understandably, many similar networks already exist. An excellent example of a "hard" network is that of the assembly of the Airbus 400M transport aircraft in Sevilla, which requires sophisticated and precise logistical connections with manufacturers across Europe.
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However, the suggested open networks need to be specifically
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oriented towards MEDOCC cities as otherwise it would not
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Other networks that specifically strengthen the attractiveness
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include networks of chambers of commerce, tourism offices
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etc, to promote intra-MEDOCC activities or to promote
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of the region as "Business Places" can also be created. These
MEDOCC as tourist or business destination jointly. This could
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be possible role for Sevilla, through SEVILLA GLOBAL, to lead
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Barcelona can lead the network of MEDOCC universities, etc.
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head the network of MEDOCC Port Cities; the University of
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MEDOCC Technology Parks; Marseille Port Authority could
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Parque Tecnológico de Andalucía (PTA) can lead a network of
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have regional focus and effectiveness. For example, Málaga’s
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a network of MEDOCC Urban Development Agencies.
MEDOCC, A REALITY FOR THE FUTURE The basis for the growing profile of MEDOCC as an integrated "Business Place" is the clear understanding and appreciation of the value of the quality of life and the quality of place, and the tremendous historical heritage within the region. The cities and sub-regions of MEDOCC are committed towards innovation and economic competitiveness. The coherence of the MEDOCC lie in the increasing connectivity achieved through modern transport connections. It is also evident through existing and proposed telecommunications and internet connections. The growing number of institutional and organisational collaborations is also producing the "tissue" of an inter-connected European Integration Zone. In short, MEDOCC is one of the most interesting and exciting "Business Place" in Europe. MEDOCC certainly merits a closer look for its tremendous economic potential and possibilities.
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6. MEDOCC CITIES BUSINESS CONTACTS
MEDOCC CITIES BUSINESS CONTACTS SEVILLA
BARCELONA
MARSEILLE
SEVILLA GLOBAL, Agencia Urbana
Ajuntament de Barcelona
Direction de Développement Economique
de Promoción Económica del
Sector de Promoció Econòmica
Communauté Urbaine
Ayuntamiento de Sevilla
c/. Avinyó, 7, 1r. 08002 BARCELONA Tel.: +34 934 02 74 78 Fax: +34 934 02 75 97 www.bcn.es
Marseille Provence Métropole
MALAGA
LYON
GENOVA
PROMALAGA
Communauté Urbaine de Lyon
Sviluppo Genova
Plaza La Alcazaba, Edificio Aparcamientos 29012 MÁLAGA Tel.: +34 952 06 07 70 Fax: +34 952 60 36 97 info@promalaga.es
Direction des Affaires Economiques et
Societa per lo Sviluppo e la Promozione de
Internationales
Genova e Provincia
20 rue du Lac 69399 LYON cedex 03 Tel.: +33 478 63 40 40 www.entreprendre.grandlyon.com
Via L.A. Muratori, 3 16152 GENOVA Tel.: +39 010 64 85 11 Fax: +39 010 64 85 13 33 info@sviluppogenova.com
C/Isaac Newton s/n. Pabellón de Italia. Isla de la Cartuja. 41092 SEVILLA Tel.: + 34 954 46 75 55 Fax: + 34 954 46 75 58 info@sevillaglobal.es www.sevillaglobal.es
Les Docks, 10 Place de la Joliette Atrium 10.7 13002 MARSEILLE Tel.: +33 491 99 99 00 www.marseille-provence.com
Please, do not hesitate to contact the economic development departments of the MEDOCC Region for further information concerning the economic profile and business facilities of the main MEDOCC urban areas.
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Interreg III is the European Regional Development Fund Initiative to favor cooperation among European regions during the 2000-2006 period. Its aim is to increase economic and social cohesion in the European Union through cross- border, transnational and interregional cooperation, as well as a balanced territory growth.
C2M Partners SEVILLA
GRAND LYON
Sevilla Global
Communauté Urbaine de Lyon
Agencia Urbana de Promoción Económica del Ayuntamiento de Sevilla Isaac Newton s/n. Pabellón de Italia. Isla de la Cartuja 41092 Sevilla www.sevillaglobal.es
Direction Générale des Services 20, rue du Lac 69003 Lyon www.grandlyon.org
MARSEILLE
BARCELONA
Mairie de Marseille
Ajuntament de Barcelona
Secrétariat Général CMCI- 2, rue Henri Barbusse 13233 Marseille Cedex 20 www.mairie-marseille.fr
Direccio de Relationes Internacional Plaça de Sant Jaume 1 08002 Barcelone www.bcn.es
Institut de la Méditerranée 58 Bd. Charles Livon 13007 Marseille www.ins-med.org
MÁLAGA
GENOVA
Ayuntamiento de Málaga
Comune de Genova- Observatorio Civis
Servicio de Programas Europeos Avenida de Cervantes, 4 29016 Málaga www.ayto-málaga.es
Via Mascherona, 19 16123 Genova www.comune.genova.it
Technical Assistance Fundación Metrópoli Avda. Bruselas, 28 28108 Alcobendas, Madrid www.fundacion-metropoli.org