Ramon is an urban economist and Chief Strategy Officer at la Marina de València.
Valencia holds a big lesson how placemaking and community engagement can create measurable financial value for a place.
La Marina de València in Spain represents the transformation of Valencia’s obsolete and underused waterfront into an inclusive public space open to everyone.
First, in the first decade of this century it invested € 500 mln to its renewed waterfront. Result: there were less people and economic activity as a result of that.
Then since 2016, by the power of smaller-scale interventions and civic participation, focusing on the uses and programming of public spaces, the area was transformed once again. Result: an 80% increase in visitors and a 62% increase in revenue in just two years.
There were several innovation interventions, from footfall tracking sensors, smart bench, clean energy to sustainable mobility experiments – and they were backed by powerful social media outreach, which allowed them to open new channels of communication with stakeholders.
Ramon will talk about how to involve stakeholders to make public spaces attractive, inclusive and financially profitable.