City Marketing and Centre Management
City marketing is strategic policy communication par excellence. It is the all-encompassing umbrella organization for attracting residents, visitors and companies to your city or municipality.
A good ambition without getting in the way
Today, city marketing is par excellence the strategic communication framework on which entire city administrations can base their services and local authorities their ambitions. Its consistent application increases recognisability, the sense of solidarity and pride for residents and those involved.
Regions, cities or municipalities wish to make clear choices based on their core qualities, so that residents, visitors and companies know clearly today and in the future what framework they are provided with, both in terms of urban facilities and infrastructure. The DNA of a city or municipality plays an important role as a common thread in communication.
City marketing goes further than the creation of a new corporate identity. City marketing is the determining and summarizing factor for a government's multi-year policy. It summarizes the core qualities of a city or municipality, but also dares to opt for new opportunities and spearheads.
City and town center management is a well-considered process that systematically seeks support among merchants, other actors and the city, elevates dialogue to an art and thus becomes an inseparable link in the inner-city profile.
No vision without execution
Centre management has evolved from a promotion-oriented approach to a more real estate-oriented and overall approach. CityD has been able to help shape this evolution and can now boast tons of experience. We then enter the field of interweaving management or more extensive city centre management. Of course, here too communication is the common thread and the relationship with the city or municipality marketing policy is never far away. Many distinctive qualities or attractions are often located in the city centre. This is not just about special shops and facilities, but about the extent to which this offer interferes with the cultural-historical, urban development, architectural or other types of urban fabric of the city or centre. The focus of contemporary centre management today is on quality assurance, consistency and coordination of a broadly spread action plan.
City marketing and city centre management
Feasible strategies for liveable and future-oriented city centres
Town and village centres are under pressure. Changing consumer behaviour, vacancy rates, mobility issues and competition from outlying areas are making it increasingly difficult to keep a centre attractive and economically viable. City marketing and city centre management are no longer isolated initiatives, but require a substantiated, integrated approach.
At CityD, we strengthen cities and municipalities with data-driven insights, strategic visions and actionable action plans. Always with an eye for local realities, and always focused on core strengthening that works in the field.
What do we mean by city marketing and city centre management?
City marketing and city centre management go beyond promotion or events. Together, they form the strategic framework for strengthening a city centre economically, socially and spatially.
· City marketing focuses on positioning and identity
· City centre management translates that vision into cooperation and action in the city centre and beyond
The strength lies in the combination: a clear vision, supported by stakeholders, substantiated with data and translated into feasible measures.
Our approach: substantiated, local and feasible
CityD works according to fixed principles that stem directly from the CityD-WES mission: to create liveable, attractive and future-proof environments.
1. Analysis of the local context
Every city or municipality is different. That is why we always start with:
- analysis of trade and visitor flows
- vacancy rates, functional mix and spatial structure
- existing policy frameworks and ongoing initiatives
- surveys of traders, entrepreneurs and stakeholders
Where possible, we build on existing data and supplement it with targeted research via DataD.
2. Data translated into vision
No reports for the filing cabinet. We translate insights into:
- clear positioning of the core
- strategic choices regarding the core shopping area and functions
- priorities for trade, hospitality and experience
Always with a focus on synergy between policy, real estate and the local economy.
3. From strategy to action plan
The difference lies in feasibility. We work towards:
- concrete action plans for city centre management
- roles and responsibilities for partners
- achievable timing and measurable objectives
This results in policy that works in the field.
What are the concrete benefits of city marketing and city centre management?
Our clients — cities, municipalities and business associations in Flanders and the Netherlands — choose CityD because they want to see results.
- strengthening of core shopping areas
- targeted approach to vacancy
- better coordination between trade, hospitality and experience
- clear policy vision supported by stakeholders
- stronger public-private cooperation
- Future-oriented choices based on data
The goal is always the same: lively centres where people enjoy living, working and spending time.
Why do cities and municipalities choose CityD?
CityD is part of CityD-WES, where strategic advice and research come together. This translates into clear advantages:
- Combination of advice + data (CityD & DataD)
- Independent and objective
- Strong local roots (Bruges & Genk)
- Experience with Flemish and Dutch cities and municipalities
- Proven expertise in core strengthening and urban dynamics
Our consultants work in the field every day, close to authorities, entrepreneurs and local realities.
Frequently asked questions
Isn't city marketing mainly about communication?
No. Communication is only one part of it. Without vision, data and cooperation, the effect remains limited.
Can you work with existing studies?
Yes. We reinforce what is already there and avoid duplication of work.
Is this only for large cities?
No. Smaller towns and municipalities also derive great added value from a targeted core strategy.
How long does such a process take?
That varies, but we work in phases with insights that can be quickly implemented.
Does this really work?
Our cases show that a well-founded approach leads to supported policy and visible impact.
Ready to strengthen your city centre?
- Would you like to engage in city marketing and city centre management that goes beyond isolated initiatives?
- Let us help you think about core strengthening
- Discover how data can strengthen your policy
- Together, we build liveable, future-oriented city centres
- Active in Bruges and Genk
- Experience with Flemish cities and municipalities
- Projects in Belgium and the Netherlands
- Close cooperation with local authorities, traders and stakeholders
Products:
- City marketing plan and implementation
- Start-up and implementation of centre management
- Statsmonitor
- Drawing up cooperation agreements and statutes of trade associations
- Annual planning and budgeting of trading activities
- Unburdening and supporting trade associations
- Secondment of local economy and strategic policy communication official
Does your municipality need a distinctive profile?
Are you considering starting up engageing centre management?
Ask your question to our experts. We undoubtedly have a solution for your issue!
References:
- Brainstorming with traders, municipality of Willebroek
- Centre management Schoten
- 'Kampenhout Popt-Up' (encouraging entrepreneurship in the centre), municipality of Kampenhout
- Implementation of centre management Heist-op-den-Berg
- City marketing plan Oudsbergen
- Support local economy and centre management, city of Tongeren
- Implementation of centre management Dilbeek, Dilbeek for Durvers
- City marking plan/city branding and indentity Hoogstraten
- City marketing plan Oudenaarde
- City branding and indentity of the city of Eeklo
- Municipalities of Zaventem and Overijse, various support
- Support for the local economy and HHOP vzw, city of Peer
- Support for the local economy and traders in Lummen, municipality of Lummen
- Support for trading centres in Houthalen-Helchteren sub-municipalities, vzw Deelkernen
- 'Straat in het Vizier', development and street management for the municipalities of Mol, Herentals, Heist-op-den-Berg, Geel, Hoogstraten (on behalf of the province of Antwerp)
- Implementation of centre management United Traders city of Halle and city council
- Real estate vacancy approach for the city center of Halle
- Implementation of centre management Beringen vzw, organization Beringen Beach
- Support for Traders Houthalen-Centrum vzw
- Implementation of Aarschot centre management
- Launch centre management process Dendermonde
- City marketing plan Hoogstraten and Zemst (ongoing)
- Support of Centrummanagement Genk vzw, various actions, organization Genk Showt
- City marketing Bredene
- Mystery shopping West-Vlaanderen, research in core shopping areas
- City marketing plan Maasmechelen
- City marketing plan Bilzen
- City marketing plan Lokeren
Trade and hotel & catering industry
Trade, hospitality, catering industry and services are often the beating heart of every core, municipality and city. Besides their economic function, they are important for meeting, relaxing and experiencing. Find out how your local economy can flourish here.
Spatial economics
CityD can help shape spatial policy as a partner of local governments. From its background in consultancy on spatial-economic issues, it is the ideal partner to define strategic policy visions for the area and develop instruments. Doing so, CityD contributes to achieving the spatial-economic objectives of the administration.
Real estate and area development
Buildings and spaces that are being developed today require the use of sustainable raw materials and substantial financial resources. Development is therefore best thought through from a long-term perspective, taking into account the needs of the market and of future generations. CityD helps you limit the risks of your real estate project or area development through thorough research and clear future-proof visions. This for developer, government and investor alike.
Keynotes
CityD consultants are regular guests at various events as keynote speakers. During these talks, various topics are addressed such as Smart City, core strengthening, trade, mobility, business parks, trade policy, local economy, interweaving,....
Tourism and leisure
How do you ensure that tourists, residents, visitors, culture lovers, conference guests and recreationists find their way to your city or location? And how do you deal with redevelopment, MICE actors and supra-local collaborations, also for locations without government exploitation? With a strong strategic plan you make your location, city or region more than attractive.
