gastronomic cities local action plan – fermo

GASTRONOMIC CITIES
LOCAL ACTION PLAN – FERMO
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CITY STRATEGY ON GASTRONOMY AS A TOOL FOR TOURISM AND EMPLOYMENT
DEVELOPMENT
Cities have a crucial role in the achievement of the Europe 2020 objectives. The urban
complexity with different mixture and use of resources, service policies and knowledge
gives the key to a higher social cohesion and to increase economic diversity. In this
framework, gastronomy and gastronomic tourism can be the engine with potential to
mobilise other sectors and resources, to contribute to cities' overall experience and
increase their attractiveness. The project Gastronomic cities proposes an innovative
approach in developing gastronomic tourism in the cities addressing the following
topics:
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•
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•
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Hospitality sector promoting entrepreneurship and SMEs development and
employment as an engine for the city development.
Tourism as a overall experience of the city and its multiplying effects on culture,
commerce, urbanism, complementary services,...
Strategic partnership arrangements to ensure a demand-driven and integrated
approach, improving Innovation and knowledge economy, following Lisbon
Agenda principles.
Gastronomy as an urban cluster of economic activities that contribute to growth,
jobs and competitiveness.
Framework for local raw material producers, mainly primary sector, to support
the development of a strong and sustainable agricultural and food industry base
able to compete globally.
Gastronomy as a flagship for “Innovation union to improve framework conditions
and access to finance for research and innovation so as to ensure that
innovative ideas can be turned into products and services that create growth
and jobs”.
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GASTRONOMIC CITIES:
CITY STRATEGY ON GASTRONOMY AS A TOOL FOR TOURISM AND EMPLOYMENT
DEVELOPMENT
LOCAL ACTION PLAN - FERMO
ALESSIO CAVICCHI
Local stakeholder group manager
CRISTINA FRITTELLONI
Local project manager
January 2015
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TABLE OF CONTENT
PREVIOUS STEPS: THE PATH TOWARDS LAP........................................................................................ 1
PROJECT OUTCOMES AND RESULTS ................................................................................................... 4
FERMO FEASIBILITY STUDY....................................................................................................................... 1
Fermo Challenges ........................................................................................................................... 2
Fermo Resources ............................................................................................................................. 2
Fermo Targets ................................................................................................................................... 3
Fermo Results and Impacts .......................................................................................................... 3
Fermo Activites................................................................................................................................. 1
LESSONS LEARNT FROM BURGOS GOOD PRACTICE PEER REVIEW AND STAFF EXCHANGE
VISITS TO BURGOS .................................................................................................................................... 1
GASTRONOMIC CITIES PROJECT RESULT INDICATORS ................................................................................. 1
FERMO LOCAL ACTION PLAN .............................................................................................................. 3
RESEARCH AND INVESTIGATION TO DEVELOP FERMO LAP................................................. 3
CONCLUSIONS ....................................................................................................................................... 13
LAP ACTIVITIES....................................................................................................... 17
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INTRODUCTION
Local action plan (LAP) is the logical continuation of 2 previous documents: the
baseline study that was written for the project proposal and the feasibility study as a
midterm outcome of the project. In fact, feasibility study represents the starting point for
LAP for each city with the description in mapping charts and suggestions for improving
five pillars of Burgos gastronomic good practice transfer model.
Thus, the aim of this document is to present the plan of activities during the remaining
time of the current project (end of March 2015) and after the expiration of the project
to achieve target and results planned for each city (until year 2018).
PREVIOUS STEPS: THE PATH TOWARDS LAP
The Exchange and learning process for the transfer of the good practice from Burgos to the
other participating cities happens at two levels: transnational and local.
At transnational level – since the beginning of the project – we experienced the following
exchanges which include peer review exercises and study visits on the field to facilitate the
process of good practice transfer:
Burgos Deep Dive - Technical visit to the “city providing the practice”.
1st staff exchange - “Devora es Burgos”
2nd staff exchange - “Chefs Exchange”
3rd staff exchange - “Zero Km producers exchange”
1 Transnational event organized in Fermo showing the partners “Tipicità 2014 Edition”
3 Transnational events in each participating city: Alba Iulia, Korydallos and L’Hospitalet de
Llobregat
At local level, we have established the Fermo ULSG in February 2014 presenting the project
and its strategy during the assembly of Marca Fermana Association.
We organized the following stakeholder meetings:
1st Stakeholder meeting – 3rd of April 2014
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In the first meeting and focus group we presented Burgos good practice and start to discuss
about weaknesses and strengths of Fermo territory concerning eno-gastronomy tourism:
Mind Mapping in the blackboard:
WEAKNESSES
STRENGTHS
1. Communication
2. Infrastructures
3. Lack of coordination
4. Parochialism
5. Lack of competences in hospitality
6. Lack of education
7. Lack of trust (bureaucracy, perception of
exclusive groups presence and activity)
8. Identity/identifiably
9. Marginal areas: in the province of Fermo
there are a lot of beautiful and excellent
locations, but some of them have been
completely abandoned. This aspect go to the
detriment of the entire community.
1. Typical products and Excellences (big
variety,
passion and dedication)
2. Diversified cultural tourism offer
3. The character of the people from Marche
seen
as a competitive asset
4. High quality of life (good weather
conditions, region with higher life expectation
in Italy, place where Mediterranean Diet was
born
2nd Stakeholder meeting – 20th of June 2014
In the second meeting the steps undertaken so far in the Gastronomic Cities project
were summarized. Then, the participants presented the exchange experiences in
Burgos from their own point of view and we start a discussion about possible actions to
implement from Burgos.
3rd Stakeholder meeting - 10 of November 2014
In the 3rd focus group, we analyzed with stakeholders the actions they proposed
through the on-line questionnaire provided. Then, we prioritized the selected actions
according to Fermo needs.
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Furthermore, the University of Macerata involved students to collaborate to the
development of the action plan through a problem-based learning approach
foreseeing in-depth interviews with most proactive stakeholders.
4th Stakeholder meeting – 15th of December 2014
In the 4th meeting the University students presented their work and their proposals on the
action plan. Students were divided in 5 groups work, according to the following topics:
Once in a lifetime – Tipicità at Milan Expo 2015
A winning choice: marketing and promotion
Trust / Stakeholders Involvement and In-kind contributions
Training and Learning Area Process
Intergenerational exchange for the promotion of eno-gastronomic tourism
Each working group provided suggestions and ideas for the Fermo LAP starting from
data collected from interviews and questionnaires, following the URBACT transfer
process methodology and needs expressed by the most relevant stakeholders.
Ideas and projects were discussed with stakeholders to approve and finalize the
drafting of the Action Plan.
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PROJECT OUTCOMES AND RESULTS
Baseline study defined Burgos gastronomic tourism model as a good practice of
innovative contribution to urban development based on gastronomic tourism. It
integrates reinvention of traditional gastronomy using provincial ingredients from
agriculture, food production and wine, developing structured tourist product with
gastronomy experience, culture, history and attractions and efficient marketing and
communication.
Assessment of resources showed that Burgos has all necessary gastronomic tourism
resources available:
• Several hundreds of restaurants and bars, high qualified chefs, cooks, sommeliers,
hoteliers, managers and 2 gastronomic schools.
• Generally known Burgos gastronomy, due to high quality agricultural, food products
and wines.
• 3 UNESCO monuments and attractions, new cultural and convention centers and
numerous city squares for organization of events.
• Basic development policies and Strategic Plan City of Burgos (APEBU) with more
than 60 public and private members and 12 years of experience.
• An easy access by highway, by air and by train.
Burgos project set some clear, realistic and measurable-visible targets:
• To develop innovative & creative gastronomic sector that will contribute to the
overall experience of citizens and visitors by combining culture, attractions and food
with wine.
• To improve the image of Burgos, to put it on the map of Spain as the city where
citizens enjoy living and visitors like to experience.
• To increase the number of visitors from Spain and abroad to generate more
revenues, jobs, production etc.
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During the project implementation in Burgos there were many traditional, new and ad
hoc events. Only in the CEG2013 year there were more than 40 events with
gastronomic, tourism and cultural content:
• forums about traditional gastronomy and agricultural products as raw material for
gastronomy,
• educational gastronomic courses as well as forums, discussions and workshops,
• many food and wine tasting, food competitions, etc.,
• the longest “morcilla de Burgos” – black pudding registered as Guinness record
being 187 meters long,
• Devora es Burgos, a tourism, gastronomic and cultural week visited by 7.700 people,
• CEG 2013 - Spanish capital of gastronomy in 2013 with national and international
media coverage which contributed the most to the recognition of Burgos food and
wines and Burgos city of experience in Spain,
• international wine tasting,
• participation on Spanish tourism and gastronomy fairs, exhibitions and competitions.
Besides a few big events national/international dimension many small events were
organized that jointly contributed to the targets. These events gave the opportunity to
expose small rural producers of food products, suppliers to restaurants, wine producers,
chefs and gastronomic schools, hospitality sector, culture, convention business, the city
itself and inhabitants. Project was well promoted and had very strong support by
communication and PR.
Burgos project became in fact gastronomic movement in the city and province with
new participants, new ideas, more energy and more expectations. Project became
sustainable with follow-up activities, city networking nationally and internationally,
development of new projects and extending marketing and promotion.
The city of Burgos considers that transfer of good practice based on gastronomy:
• It is easy to understand and to be embraced by stakeholders.
• All territories have gastronomic elements, primary resources as well as professionals
to develop and implement a joint tourism and gastronomy strategy; urban
gastronomic tourism gives multiplier effects on rural development in wider area.
• The relationship between tourism, gastronomy and culture is in the DNA of all
territories and basis for experience tourism and economy.
• No need for big investments and new policies.
• Gastronomic tourism can be developed and can give results on the short – medium
term.
• Visible results on short term help to achieve consensus among city stakeholders
about major questions of strategic development and policy and contribute to
governance improvement.
Feasibility study gives the answer for each receiving city in Gastronomic cities project
how and to what extent Burgos good practice can be efficiently transferred, adopted
and implemented.
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Figure 1: Burgos gastronomic good practice – 5 pillars
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FERMO FEASIBILITY STUDY
Municipality of Fermo has 38.000 inhabitants. It is the leading city of the province,
reference point for 39 province municipalities. Entire province of Fermo has 180.000
inhabitants. Biggest cities in the range of attraction are characterized by sea tourism:
- Porto San Giorgio - 16.000 inhabitants
- Porto Sant’ Elpidio – 25.000 inhabitants
Tourism and gastronomic tourism represent fundamental axis of development both for
Fermo Province and for the whole region.The total number of tourist arrivals in Fermo in
2012 is 82.759 with 889.627 overnights. About 5.400 are international arrivals of tourists
with their 30.000 overnights. The peak season is July and August with 34% of all arrivals in
a year. In Fermo province tourists have at disposal several Bed & Breakfast, Ecological
Residence, Country Houses and agri-tourism where tourists could enjoy typical wine and
food. In particular agri-tourism represents tourism offer where people are hosted on an
agricultural establishment-farm and where wine and food mainly origin from their own
production. Since more than 20 years agri-tourism represents a building block for the
development of gastronomy and rural tourism in the region allowing the development
of typical food and wine sector.
Fermo Province has a rich gastronomic history, many products represent also cultural
heritage and are promoted on national and international level. Wine and Food chain
development is considered as an important development axis to support enogastronomic tourism.
Fermo Municipality and Province have Department for tourism which contributes to the
promotion of enogastronomic tourism and organizes several events throughout the
year attracting visitors and citizens to experience local food and wine.
Mapping Fermo with Burgos good practice
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Fermo situation was compared with Burgos gastronomic tourism model with the same
methodological tool for all cities - mapping charts which are shown on the following
pages. As stated in baseline study Fermo is highly developed tourism destination with
well known food and wine, attractive countryside, craft products and hospitality. What
can we summarize from these charts?
Fermo Challenges
Challenges that Fermo addresses in Gastronomic cities project are well developed and
go beyond challenges that all other Partners address (like economic crisis,
development of complex tourism offer, image of the city and city governance). Fermo
addresses also:
• Synergy among handicrafts and enogastronomy
• Cooperation and synergy of actions of agriculture and food with HORECA sector
• Integration of city cultural heritage with gastronomic sector
• Wellbeing, healthy food, eco food production
• Attraction of investment in the city/province
Fermo is making in this respect significant step ahead of only gastronomic tourism
development linking city/province culture, handicrafts, tourism and gastronomy in a
complex tourism offer of destination. They address also challenges of quality of life in
the city with improvement of the atmosphere in city center and with healthy, natural
and ecological food production.
Fermo Resources
Resources and mechanisms available in Fermo are more than fulfilling project
requirements.
Resources:
• Historical and cultural assets
• High quality and skilled chefs, sommeliers, hoteliers and manager, number of
restaurants and known traditional gastronomy
• High schools for tourism, hotel and F&B management, agriculture
• High quality and variety of agricultural and food products and wine
• The origin of trade mark: Made in Italy with internationally known craft products
(shoes, hats, etc)
• University supporting development, management, project development and
implementation, education and trainings
Main Guiding documents in Fermo:
• Tourism development strategy and tourism marketing.
Organization as a stakeholder platform:
• Marca Fermana with broad stakeholder group and long tradition
• Tipicita’ organizers
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Budget available:
• Intensive and efficient mobilization of EU funding, with
volunteering
in-kind contribution and
Fermo exhibits strong financial and organization support to Gastronomic cities project
implementation as well as to provide sustainability of activities after project ends. Fermo
has tourism development and marketing strategy with gastronomy included and rich
bundle of resources that enable to develop experience tourism and experience
economy.
Fermo Targets
Targets of Burgos good practice transfer to Fermo are set clearly and follow Burgos
model;
Fermo, like other cities in the project could also set additional target: development of
gastronomic movement in the city which would represent the leading power of
knowledge, strategic ideas, and cooperation of different stakeholders, opinion maker
and lobbying spirit in the city and in province of experience based economy and
tourism with gastronomy as key sector.
Fermo Results and Impacts
Results and Impacts that are expected during the project duration and after that are
set reasonably ambitious, following Burgos good practice with some additional specific
results for Fermo:
• A balance of tradition and innovations in food production, synergy among cultural
activities and enogastronomic tradition.
• Synergy and cooperation among agriculture and food producers and HORECA
sector
• Diversification of businesses and activities in rural areas
• Increase of media impact
It would be reasonable to discuss and divide short term and medium term targets and
impacts of the project in the LAP (Local Action Plan), as project last only 15 months.
Medium term results and impacts cannot be achieved in the project duration. Thus, we
propose to take into account this fact in LAP that will follow Feasibility study.
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Fermo Activites
Activities that Fermo plan are more clear, concrete and in line with phases foreseen in
the project model. These activities should be further elaborated in LAP and divided
also on short term and medium term, as in the period of project implementation time
and resources are limited to perform a complete plan.
This plan of activities supports the need to improve city life (street food, events in the
city canter, etc..); integration of culture, tourism, gastronomy handicrafts and rural
areas in Fermo province (visit of vineyards, literary events, cultural routes, farms
experiences, etc); more efficient marketing tools (travel guides, web marketing, on-line
platforms, etc); competitions of chefs locally, nationally and internationally; education
and training linked with research and implementation.
LESSONS LEARNT FROM BURGOS GOOD PRACTICE PEER REVIEW AND STAFF
EXCHANGE VISITS TO BURGOS
Fermo and his delegation visited Burgos for peer review – Deep Dive and 3 staff
exchange meetings: Devora es Burgos – gastronomic, tourism and cultural event; chefs
exchange meeting with chefs, culinary schools and restaurants and 0 kilometer
meeting with wine, food and agriculture products producers that support Burgos
gastronomic offer. This was an opportunity to learn more in details Burgos good
practice and to map it, comparing it with the situation in the receiving city and to
evaluate possibilities for efficient transfer of this good practice. Besides, these visits were
attended also by other project partners so it was also an opportunity to exchange
views, observations, and experiences among Partners themselves. These visits enabled
Partners also to foresee what needed to be adapted for transferring Burgos good
practice to their cities.
Fermo is well developed; IT can be compared with Burgos and has even some
advantages compared to Burgos gastronomic tourism. The city and neighbourhood
have a long tradition in gastronomy, agriculture and food production on land and from
the sea, wine, powerful organization Marca Fermana, substantial financial resources
from EU funds, significant demand from big Italian cities, highly developed summer
tourism only few kilometres out of Fermo and internationally recognized Made in Italy
brands. Tipicita’ gastronomic agricultural event has a tradition of 20 years.
Gastronomic cities project is thus an additional push to develop gastronomic tourism in
Fermo. Stakeholders see the possibility to organize another big event besides Tipicita’,
to organize smaller events in city centre, to organize “travelling” events also in other
cities in Marche region, rather than only in Fermo. The contents of these events would
also be further developed, including cultural heritage and events, crafts exhibition and
sales, visits of crafts outlets, visits of vineyards, farm houses in countryside etc. This is
especially important to extend summer tourism season with attractions, products and
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experience based offer in Fermo and in the province. All this would contribute to
sustainability of events. Additionally, Fermo sees the possibility to make events more
efficient and sustainable in further image development and cooperation with tour
operators in order to attract more visitors.
Fermo stresses that networking of food producers, tourism suppliers and events in the
province should be more supported and promoted by administration and business
sector (associations and individual suppliers). Image and brand development,
promotion, marketing and sales should also be more supported by administration as
there is high competition on the market, more e-tools should be used in this respect and
niche markets identified.
We can see that Fermo developed also several attributes to perform as good practice
and share these findings and experiences with all other PPs. But they also know that
there is continuous need for improvements, innovations and more work. So, they
consider the University and other education and research institutions as important
stakeholders and allies in strategic planning and implementation processes. On this
basis LAP – Local Action Plan will be developed and will position Fermo as a cultural
gastronomic tourism destination with known crafts products and attractive developed
countryside.
FERMO feasibility analysis show that for preparation of LAP – Local Action plan
additional activities need to be included in Fermo mapping charts.
Figure1: Fermo additional activities
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GASTRONOMIC CITIES PROJECT RESULT INDICATORS
RESULTS INDICATORS
Value at
Expected value at
Feb 2015
Expected value at
2018
Source
Dec 2013
1.
IMPACT Indicators
1.1.
Number of restaurants & bar
1.2.
Number of seats in restaurants &
bars
Number of visitors to the city
189 (only
restaurants).
Data for bars
N/A
N/A
Unvaried. Data available actually demonstrate that, due to
the crisis as well as to a bad summer season, there should be
no increasing concerning number of restaurants and bar.
83907
According to the statistics available for the first semester of
2014, the trend is slightly negative as to what concerns
incoming tourism. Therefore, no relevant changes are
supposed to happen in 2015 concerning the overall number
of visitors, which should remain essentially unvaried.
Around 100.000
Statistical Office
Number of foreign visitors to the
city
Number of nights spent by visitors
in the city
6689
Essentially unvaried. Explanations same as above.
9000
Statistical Office
10
10
Statistical Office
1.6.
Number of nights spent by
foreign visitors in the city
7
7
1.7.
Presence of gastronomic tourism
in media (% increase)
0,5%italians
4,8%foreigner
s. Average:
1%
1%
10
Number of nights is
assumed to be
unvaried as shortbreak vacations
are increasing.
7
Unvaried.
Explanations same
as above.
3%
1.3.
1.4.
1.5.
200
N/A
Statistical Office
Statistical Office
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Statistical Office
Survey of Tourism
Office/External
Gastronomy as the motiv for
visitors (% increase)
1%(as
above)
1%
1.9.
Satisfaction of citizens with
gastronomic offer (% increase)
Satisfaction of visitors with
gastronomic offer (% increase)
N/A
N/A
Italians 7,9
foreigners 8,2
in a scale
from 1 to 10
Unvaried
2%
0.5%
2%
Survey of Tourism
Office/External
3%
Tipicità will be the showcase for Marche in the World EXPO
2015 in Milan, where the focus will be on 'Feeding the Planet,
Energy for Life'. Since September 2014. Tipicità organizers are
promoting the Marche region 'grand tour' and will bring
these experiences to the EXPO.
This opportunity will increase the visibility of the Province of
Fermo, especially as to what concerns enogastronomy
importance for local development and city administration &
politics are aware of that. Moreover, new European funds will
be available to the Marche region for the POR 2014-2020
(Rural Development Program). Thanks to all these aspects,
relevance of enogastronomy for local development is going
to raise for city administration and politics.
5%
Survey of Tourism
Office/Extenal
1.10.
1.11.
Image of receiving cities in the
country improved (% increase)
1.12.
Perception of importance of
gastronomic tourism in city
administration&politics (%
increase)
Importance
of
gastronomy
is widely
recognized,
thanks to
Tipicità and
other
relevant
events. Need
to push more
on tourism
side.
2%
thanks to the
effect of EXPO
2015 and the
promotion actions
carried out by
Tipicità.
Survey of Tourism
Office/External
1.8.
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Survey of Tourism
Office/External
Survey of Tourism
Office/External
FERMO LOCAL ACTION PLAN
RESEARCH AND INVESTIGATION TO DEVELOP FERMO LAP
In order to understand the main activities to be planned in FERMO Local Action Plan
(LAP), we considered both the suggestions received from the “project transfer model of
gastronomic and gastronomy related activities” and the background of previous steps
carried out during the project and described in the “introduction” section.
The project transfer model is based on the following group of gastronomic and
gastronomy-related activities identified and elaborated in Burgos good practice:
Product development, Traditional events, International & national events, Competitions,
Education & Training and Marketing & promotion
Figure 2: project transfer model gastronomic and gastronomy activities
MARKETING & PROMOTION:
• TOURISM & GASTRO
FAIRS
• NATIONAL & INT'L MEDIA
Thus, an online survey carried out in autumn and discussed in the third local
stakeholders' meeting, investigated stakeholders’ preference for the activities outlined
in “Fermo Gastronomic Development Model”. Here below a summary of the main
results is reported. A huge interest for all proposals is quite evident. Some activities
collected a very high appreciation: “farm visits / tour and tasting”, “Events in Fermo City
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Centre involving local businesses”, “Increasing relationship between education,
research and business”. Anyway, except “Literary events linked to gastronomy or to
local brands” and “white gastronights”, all the options get on average more than 4
points over 5.
Figure 3 - Stakeholders’ preference for future activities: survey results
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A further research has been carried out involving students and professors of the
University of Macerata, Tourism degree course. The course in “Rural tourism and
marketing strategy” taught by prof. Alessio Cavicchi has been devoted to study the
case of Fermo Gastronomic City, linking the content of the whole course to the
potential strategic solutions to be adopted by the Municipality. The course has been
particularly prolific in light of the presence of Prof. Richard Robinson, visiting professor
from the University of Queensland (Australia), well-known expert in the topic of Food
tourism (a recent book http://goo.gl/e2Zzu5 ). He dedicated 15 hours in-class, firstly
explaining the concept of “Problem-based learning” approach and then working with
students divided in different teams to explore in-depth the problems suffered by the city
of Fermo and to propose some solutions. In fact, this method of education is a studentcentered approach, where students learn about a subject through the experience of
problem solving.
Thus, students have been involved in a real project and had the chance to interview
many stakeholders taking part to exchanges and to the ULSG meetings.
After a reflection and a first presentation in-class, all the proposals have been discussed
during a public meeting hold on December 15th in Fermo.
Some topics such as the need for education and training and the concept of mutual
trust among stakeholders have been particularly stressed by students, together with the
role of Tipicità Festival during the EXPO Milan that will be a great chance for Italy to
increase touristic flows linked with the main theme of the International Exhibition that is
“Feeding the world, energy for life”.
A huge amount of data has been collected considering in-depth interviews, focus
groups, secondary data like newspapers articles and official documents from the
municipality or the regional government. These outcomes will be available for the next
public administration that will be elected during the next spring, in order to plan and
support the project follow-up.
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At the end of the meeting a positive feedback from all the stakeholders has been
ascertained and particularly the consciousness of the importance to bring a mutual inkind contribution.
For this reason, the first activity that has been planned before the end of the project is
“Tipicità in città”. The consolidated food event and exhibition that takes place every
year during spring time in a pavillon outside the city wall, starting from the next edition
(from 7th to 9th March 2015) will have an appendix in the town centre, involving local
businesses and exploiting the wonderful historical buildings and arts.
To sum up, according to the empirical evidences emerged during the whole duration
of the project, the Local Action Plan flagship initiatives are reported here below. In the
Appendix it is possible to retrieve all activities mentioned by stakeholders during the
ULSG meetings.
1.Product development
Action 1.1: Farm visits / tour and tasting walk into vineyards while tasting wines
Character: Local, Regional, National, International.
Date, duration: This activity will start during spring 2015 and continue all year long (2 years
testing).
Target groups: Foodies Gourmet , Schools.
Organizer: Agricultural Trade Association, Tour operators in cooperation with regional tourism
promotion #destinazionemarche.
Team Leader: Agricultural Trade Associations.
HR needed: Part time employee for communication and planning of visits, database of offer
and calendar updating.
Budget needed: €10.000 yearly.
Expected results: > of Agritourism presence; > of tourists number also in low season; Support
in the promotion of local wine.
Milestones: tourism experience.
To be repeated: yes, as part of the territorial tourism offer.
Monitoring and evaluation: n. of tourists; n. of schools involved; n. of wineries involved.
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Whom to report: Associated farmers; Regional authority.
Follow up: on a continuous basis.
Activity 1.2 Cooking class held in agritourism and in Fermo City Center Historical Building
/Hotels/ B&B
Character: Local, Regional, National, International.
Date, duration: This activity will start during spring 2015 and continue all year long (2 years
testing).
Target groups: Foodies, gourmet
Organizer: Chef Association; Agricultural Trade Association; Ho.re.ca Association; Hotels, B&B
Association; Tour Operator in cooperation with regional tourism promotion
#destinazionemarche
Team Leader: Chef Association
HR needed: Part time employee for communication and planning of visits, database of offer
and calendar updating.
Budget needed: €10.000 yearly
Expected results: > of Agritourism presence; > of Hotels/B&B presence ; > Promotion of local
productions & food
Milestones: Tourism experience; Food Quality.
To be repeated: yes, as part of the territorial tourism offer.
Monitoring and evaluation: n. of tourists
agritourism/Hotel/B&B offer; n. of classes held.
participating
to
the
activities;
n.
Whom to report: Associated Farmers; Regional authority.
Follow up: on a continuous basis.
Activity 1.4 Tipicità in the City
Character: Local
Date, duration: 7-8-9 March 2015.
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of
Target groups: Sector operators; Tourists; citizens.
Organizer: Municipality of Fermo/ Tipicità management; Unit sector operators (FERMO ULSG).
Team Leader: Municipality of Fermo.
HR needed: Project manager for event planning and management; Communication
manager for promotion and dissemination.
Budget needed: € 10.000
Expected results: > of City Centre valorisation; >citizens and operators participation and
engagement.
Milestones: City centre valorisation; stakeholders and community engagement.
To be repeated: Yearly, contextually to Tipicità organisation.
Monitoring and evaluation: n. of businesses involved in the city centre; n. of business
associations.
Whom to report: Regional authorities; Gastronomic Cities Network; Citizens.
Follow up: Yearly, contextually to organisation of Tipicità Made in Marche Festival.
2.International Activities
Activity 2.1 Fermo Creative City of Gastronomy.
Character: International
Date, duration: Candidature to UNESCO network of Creative Cities in the section to be
presented in march 2016
Target groups: Sector operators; Citizens; Tourists.
Organizer: appointed committee involving: sector operators; Local Authorities; Universities;
start-ups; research centres.
Team Leader: Municipality of Fermo
HR needed: 2 Technical Experts for the submission and management of the candidature if
approved for the activities management.
8
Budget needed: Euro 7.000 for the candidature process. Euro 15.000 for the management
and activities implementations.
Expected results: >International visibility of Fermo as a reference city for quality gastronomy;
>number of tourists; >attractiveness of the City to host international events linked to food.
Milestones: Image improvement and brand positioning; Access to international food
networks.
To be repeated: If approved there are several actions to be implemented: -Networking at
international level with other members of the city; Joint activities, exchanges.
Monitoring and evaluation: n. of tourists; n. presence on specialized press; n. Contacts and
activities done at international level.
Whom to report: Committee; Citizens; Sector Operators.
Follow up: Actions to have relevant role in the network.
Activity 2.2 Fermo Territory as a reference point in international networks dealing with
Mediterranean Diet (focus on Adriatic and Ionian Macroregion)
Character: Local, National, International.
Date, duration: Staring from 2015, as a permanent activity.
Target groups: Foodies, Gourmet, Students Researchers, Nutritional Experts, Institutions.
Organizer: Associations involved in the promotion of the Mediterranean Diet, Fermo Territory
Local Authorities, Sectors Associations, Museum (e.g. ecomuseo Valle dell’Aso).
Team Leader: Piceno Laboratory for the Mediterranean diet.
HR needed: Experts involved already in the related project with the support of a
communication expert.
Budget needed: According to events / conference/initiatives organized.
Expected results: >Territory visibility: > Local Food and culture valorization.
Milestones: Reference point for Mediterranean Diet (Valorize 7th country studies, etc.).
To be repeated: continuous activities.
Monitoring and evaluation: n. of events organized linked to Med. Diet value/principles.
9
Whom to report: Regional/National/International Institutions.
Follow up:
3.Marketing and promotion
Activity 3.1 Website “Fermo City of Gastronomy”
Character: Local, National, International.
Date, duration: 2015 as a starting point for candidature and collector for the public and
private initiatives linked to the food.
Target groups: Tourists, Citizens, Sector Operators.
Organizer: Municipality of Fermo in cooperation with: Sector Association Not for profit
Associations for the valorization of enogastronomic tourism and food culture. Website should
be strictly interlinked with regional tourism promotion #destinazionemarche
Team Leader: Municipality of Fermo.
HR needed: 1 web developer, Expert for website management and updating.
Budget needed: 8.000 Euro for website setting up and yearly management.
Expected results: >Visibility at National/EU and International level; >More attractive territory
for specialized press.
Milestones: Image improvement & brand positioning
To be repeated: If candidature is approved the website would be the main tool for
communication&marketing; a platform for innovative projects, start-up, food related
initiatives, exchanges at international level.
Monitoring and evaluation: n. of visits to the website; n. of projects and initiative uploaded; n.
of private initiative s/enterprises involved.
Whom to report: Committee; Citizens; Sector Operators.
Follow up: Website maintenance and enhancement.
Activity 3.2 Strategic Presence in Social Network (improvement of Tipicità social networks
tools)
10
Character: Local, National, International.
Date, duration: Starting form 2015.
Target groups: Foodies, Gourmets.
Organizer: Municipality of Fermo/ Tipicità organizers.
Team Leader: Tipicità organizers.
HR needed: Social media manager following communication & social networking tool
communication and planning of visits, database of offer and calendar updating.
Budget needed: According to social media manager activities.
Expected results: >increased visibility of Tipicità on social networks; >Catalyst effects on
Instagramers, travel and foodies bloggers.
Milestones: Image improvement & brand positioning.
To be repeated: Constant activities.
Monitoring and evaluation: >Tipicità in social networking tools; > Communication&promotion
activities at low cost.
Whom to report: Municipality Regional Authority.
Follow up: Constant activity.
4.Competition
Activity 4.1 Invitation of foreigner chefs for competitions on local products
Character: Local, National, International.
Date, duration: 2017
Target groups: Foodies, Gourmet,Sector expert, journalist, bloggers.
Organizer: Municipality of Fermo; Chef Association; HO.RE.CA Sector.
Team Leader: Chef Association.
11
HR needed: Events manager
Budget needed: According to the events organized
Expected results: > promotion of local food/products and traditional receipt and dishes.
Milestones: > raising awareness on local product , food quality
To be repeated: Exploiting events already organized in the territory
Monitoring and evaluation: n. of events organized; n. of foreign chef involved.
Follow up: Exploit Tipicità yearly organization
12
CONCLUSIONS
Comparing success factors of Burgos project and conditions for efficient transfer with
situation in Fermo we can summarize and conclude that:
•
•
•
•
•
•
•
•
Fermo now has a specific strategic document where gastronomy and tourism are
linked with culture, as one of the pillars for city and province economic and social
development.
There is evident political commitment and support to gastronomic tourism
development from the municipality and province administration, although the
instability of the political situation at local level does not always allow to pursue long
term strategies.
There is the potential for a strong Destination Management Organization – Marca
Fermana DMO - but there is a need to further strengthen inter-sectorial cooperation,
such as between local food suppliers, actors in the gastronomic sector and
hospitality managers.
“Mutual trust” among stakeholders has been detected as both a current social
problem and an essential issue to be solved for effectively planning and developing
tourism strategies
The suggestions received by Burgos as Giving City to stress the importance of in-kind
and reciprocal contribution, has been perceived by all the stakeholders as a crucial
step to follow
Internal and external efforts for communication and promotion are strong, but
players in this sector are aware of the necessity to use new e-tools, looking for niche
markets and cross marketing opportunities.
The whole project has been important to increase stakeholders’ self-consciousness
about the presence of huge cultural heritage and tradition. Stakeholders have
been proud to take part to this international project, through a strong and tireless
dialogue with the local team, interacting with the university and participating to
staff exchanges.
Authors are confident that targets and expected results of this LAP can be clear and
realistic, based on the improvement of already existing successful situations.
In light of the previous suggestions, Fermo has the potential to increase the quality of
hospitality granted to food and gastronomic tourists, working on professional skills,
brand development, cooperation with University and knowledge centers and
preparation of projects to get EU funding.
13
GASTRONOMIC CITIES PROJECT PARTNERS
BURGOS – LEAD PARTNER
Burgos is situated in the north-central part of Spain with a populationof 180.000
inhabitans, It is only 2 hours and 30 minutes from Madrid Airport (Barajas). The legacy of
Burgos in the history of mankind has no limits. There are few cities that meet three listed
World Heritage Sites: The Cathedral f Burgos, the SantiagoPilgrims´ Way and the
Atapuerca site. Very near the symbol of the city, theCathedral, stands the Human
Evolution Complex formed by the Museum of Human Evolution, the National Research
Centre and the Convention Centre, designed by the prestigious architect Navarro
Baldeweg.
Burgos had the honor of being the Spanish Capital of Gastronomy in 2013. The city was
awarded Science and Innovationcity in Spain 2012 and one of thecandidate cities to
become European Capital of Culture 2016. The enviable geographic location of the
city and its new infrastructure make it a business hub of the highest level of
excellence.The twoIndustrial Estates in Burgos are home to approximately 1,500
companies and their transport connections are unbeatable.
FERMO
City of Fermo, the provincial capital with 38,284 inhabitants is located in Marche Region
in the centre of Italy at an altitude of 319 m a.s.l., few kilometres far from the Adriatic
Sea. Fermo, once a Roman Colony, has always been the most important centre of the
district for its abundant history, for the presence of historical-artistic evidence, for the
industrial activities (shoes, hats, fashion), agrofood production and for the tourist and
cultural initiatives. The territory is the result of a great synthesis of sea and hills and goes
from ample beaches to amazing historical city centre in a panoramic position over the
Adriatic.
www.comune.fermo.it
KORYDALLOS
The city of Korydallos is located at the southern part of Greece, at the southwest of
Attica region as one of main urban suburb of the metropolitan area of Athens. Its
population is estimated at 63.445 inhabitants. The administrative limits of the city are
5,41 km2, of which 2,94 km2 constitute the residential area which is organized into 10
Planning Units that are heterogeneous both in size and population. An important
element in local economic activity is services. Commerce, restaurants and café present
particularly dynamism being the main economic activity within the limits of the city.
ALBA IULIA
Alba-Iulia is a medium-sized Romanian city with 63 000 inhabitants situated in the heart
of the historical region Transylvania. The long history of the city has left Alba Iulia with
rich historical heritage. An important tourist attraction is the Alba Carolina Citadel built
between 1714 and 1739 with walls 12 kilometers long.
In 2012 Alba Iulia received from the European Commission the title of European
Destination of Excellence, for the conservation and rehabilitation works made on the
local historical and cultural heritage. Tourism is one ofthe most relevant sector aimed fo
the development of locale economy. The city maintains also a range of traditional
industries - a predominan porcelain industry, and other activities related to food
processing, textile manufacturing or metal working, etc. According to the World Bank
14
and the Moody’s Rating Agency, Alba Iulia Municipality is a city with a strong
institutional capacity for planning urban development and attracting financing
resources for urban policies and projects.
L’ HOSPITALET
L’Hospitalet de Llobregat is located in the coastal plain, between Baix Llobregat,
industrial zone, and the city of Barcelona. It is a Mediterranean city. Traditionally,
L'Hospitalet was an agricultural town. In the early twentieth century, the city
experienced a huge industrial development and a spectacular growth. L’Hospitalet
became the second most populous city of Catalonia, after Barcelona, with nearly
260,000 inhabitants.
In the late nineties, l'Hospitalet began its second major transformation to become a
modern town and an attractive city to develop new economic activities. With its
fantastic geographic location, allows easy access to theairport, and these a-port at the
“Zona Franca” in Barcelona (logistic activities zone). The "Fira" conference congress
facility attracts a huge amount of businesses and visitors. L'Hospitalet is focusing on
higher education and keeps a close collaboration between thecity and theUniversity of
Barcelona. The characteristic spirit of thecity make the citizens: 47.3% are born in
Catalonia, 25.3% from other Spanish regions and 27.4% were born abroad. HORECA
sector (Hotel, Restaurant and Cafeteria) is nowadays, one of strategic sector for future
city development which is also now one of the most vivid economic sectors.
LEAD EXPERT – Mr. JANEZ SIRŠE
Mr. Janez Sirše has a long career in administration, education and business
development. He has rich experience in research, development and consulting for
public and private sector. He was also director of Center for Tourist Promotion, Minister
of Tourism of independent Slovenia and latest secretary general of Government
Councilfor Tourism. In 1993, Mr. Sirše founded National Tourist Association and together
with leading Slovenian tourism companies in 1998 International T ourism Institute. Since
2013 he has been also lecturing at the University of Ljubljana – Faculty of Economics in
Ljubljana and the Faculty for Commercial and Business Sciences in Celje. With his
knowledge, experience and managerial skills. Mr Sirše has been working for last 15 years
in international projects as team leader and expert in tourism, culture and social
integration. He prepared and mplemented many strategic development and policy
documents, administrative, marketing and business organization structures, marketing
plans and innovative programmes and products on national, regional and local level.
He is frequent speaker and moderator on international conferences, forums and
meetings. Mr Sirše is experienced in working in multicultural and multilingual teams and
has been working mainly in European Union, South-EastEurope and Caucasus.
CONTACT
Ms.RocioRojoArauzo
City of Burgos
Project manager
e-mail: [email protected]
Mr. JanezSirše
Lead expert
e-mail: [email protected]
15
URBACT is a European exchange and learning
programme
promoting
sustainable
urban
development. It enables cities to work together to
develop solutions to major urban challenges,
reaffirming the key role they play in facing
increasingly complex societal challenges. It helps
them to develop pragmatic solutions that are new
and sustainable, and that integrate economic,
social and environmental dimensions. It enables
cities to share good practices and lessons
learned with all professionals involved in urban
policy throughout Europe. URBACT is 181 cities,
29 countries, and 5,000 active participants.
www.urbact.eu/project
16
ANNEX 1 - LAP ACTIVITIES
Product Development
Marketing name
Character:
Date,
Visitors Target
of
national
Duration
group
Organizer
Team leader
HR needed
Budget
Expected
needed
Results
Milestones
To be
Part time
10.000 euro
> of
Tourism
Part of the
employee for
yearly
Agritourism
Experience
territorial
M&E
Activity
International,
Local,
Starting in
Foodies
Agricultural
Agricultural
Regional,
2015. All year
Gourmet,
Trade
Trade
National,
long
Schools
Association
Associations
communicati
presence
Tour
on and
> of tourists
operators
planning of
number also
in
visits,
in low season
n. of farms
cooperation
database of
Support in
involved
with regional
offer and
the
tourism
calendar
promotion of
n. of wineries
promotion
updating
local wine
involved
repeated
Whom to
Follow up
report
regional,
local
Farm visits /
tour
and
tasting”
walk
into
vineyards while
tasting wines
International
tourism offer
n. of tourists
Associate
On a
d
continuous
n. of schools
Farmers
basis
involved
Regional
Authority
#destinazion
emarche
Cooking class
held
in
agritourism and
in Fermo City
Center
Historical
Building
/Hotels/ B&B
> of
Tourism
Part of the
Local,
Starting in
Foodies
Chef
Chef
Part time
10.000 euro
Agritourism
Experience,
territorial
Regional,
2015. All year
Gourmet
Association
Association
employee for
yearly
presence
Food Quality
tourism offer
National,
long
Agricultural
communicati
International
(2 years
Trade
testing)
Association
n. of tourists
Associate
d
On a
n. of
Farmers
continuous
> of
Agritourism/
Regional
basis
on and
Hotels/B&B
Hotel/B&B
Authority
planning of
presence
offer
Ho.re.ca
visits,
> Promotion
Association
database of
of local
n. of class
Hotels, B&B
offer and
productions&
held
Association
calendar
foods
Tour
updating
Operator
in
cooperation
17
with regional
tourism
promotion
#destinazion
emarche
Team building
Local,
Starting in
Enterprises
Ho.re.ca.
Chef
Part time
10.000 euro
>Knowledge
Food Quality
Part of the
n. of
Ho.re.ca
On a
experience
Regional,
2015 All year
Association
Association
Association
employee for
for activities
of the
Culinary
territorial
enterprises
/chef
continuous
linked to food
National,
long (2 years
Chef
communicati
setting up
territory and
Tradition
tourism offer
and people
Associati
basis
/cooking in
International
testing)
involved
on
Association
on and
local food
agritourism/
Volunteer
planning of
culture and
B&B, Charme
Association
visits,
story
n. of chef
Hotel /Historical
(involving
database of
> specific
involved
Building
e.g. elderly
offer and
target
people)
calendar
specialization
Hotels/B&B,
updating
Regional
Authority
> Increase of
Team
presence in
Building
low season
activities
professionists
Producers
Training
Agencies
Tour
Operators,
Travel
Agencies
Tipicità in the
City
Local
Starting from
Sector
Municipality
Municipality
Project
10.000 euro
> of City
City Centre
Yearly
n. of
Regional
Yearly
7–8–9
Operators
of Fermo
of Fermo
march 2015
Tourists
/Tipicità
Manager for
Centre
Valorisation
contextually
businesses
Authoritie
contextually
event
valorisation
to Tipicità
involved in
s
I Edition of
Citizens
Mangement
planning and
to
organization.
the city
Gastrono
Tipicità in the
Unit
managemen
>citizens and
and
organization
center
mic Cities
of Tipicità
City
Sector
t
operators
Community
On a yearly
Operators
participation
Engagement
Network
Made in
Citizens
Marche
Stakeholders
18
n. of
basis.
(FEMO ULSG)
Communicati
and
businesses,
on Manager
engagement
association
for promotion
and
Link among
dissemination
culture
attractions
and local
food and
productions
19
Festival.
International Activities
Marketing
Character:
Date,
Visitors Target
name of
national
Duration
group
Organizer
Team leader
Activity
International,
Candidature
Sector
Appointed
Municipality
Creative City
to UNESCO
Operators
Committee
of Fermo
of
network of
Citizens
involving:
Gastronomy
Creative
Tourists
HR needed
Budget
Expected
needed
Results
Milestones
To be
M&E
2 Technical
Euro 7.000 for
>Internationa
Image
If approved
Experts for
the
l visibility of
improvement
there are
the
candidature
Fermo as a
& brand
several
n. presence
Sector
submission
process.
reference
positioning
actions to be
on
Cities in the
Operators,
and
Euro
city for
implemented
specialized
section to be
Local
managemen
15.000 for the
quality
International
:
press
presented on
Authorities,
t of the
managemen
gastronomy
food
- Networking
march 2016
Universities,
candidature
t and
networks
at
n. Contacts
Start-up,
if approved
activities
>number of
international
and activities
Research
for the
implementati
tourist
level with
done at
Centres.
activities
ons.
other
international
level
repeated
Whom to
Follow up
report
regional,
local
Fermo
International
managemen
>attractivene
members of
t.
ss of the City
the city
to host
- Joint
international
activities,
events linked
exchanges
n. of tourists
Committee
Actions to
Citizens
have relevant
Sector
role in the
Operators
network.
to food
Fermo
Local,
Staritng from
Foodies,
Associations
Piceno
Experts
According to
>Territory
Reference
Continuous
n. of events
Regional/Nat
Territory as a
National and
2015, as a
Gourmet,
involved in
Laboratory
involved
events /
visibility
point for
Activities
reference
International
permanent
Students
the
for the
already in
conference/i
activities
Researchers,
promotion of
Mediterrane
the related
nitiatives
international
Nutritional
the
an diet
project with
organized.
networks
Experts,
Mediterrane
the support
dealing with
Institutions
an Diet,
of a
Fermo
communicati
point in
Mediterrane
organized
ional/Internat
Mediterrane
linked to
ional
> Local Food
an Diet
Med. Diet
Institutions
and culture
(Valorize 7th
value/principl
valorisation
country
es
studies, etc..)
20
an Diet.
Territory Local
(focus on
Authorities
Adriatic and
Sectors
Ionian
Associations.
Macroregion
Museum (e.g.
)
ecomuseo
on expert
Valle
dell’Aso)
21
Exploit
already
International
Starting from
Other Cities,
City of Fermo
2015
City of Fermo
Project
According to
> visibility of
Networking,
Events could
n. of events
Manager
the events
Fermo City
exchange
be repeated
linked to
and
according to
enogastrono
improvement
twinning
my organized
Potential
Association
existing
Visitors and
for territory
organized
twinning with
Tourists
promotion
(Possibility to
> networking
other EU and
Association
apply to EU
activities for
funds and
in twinning
International
for twinning
funds for
exchange
experience
experience
Cities
promotion
twinning on
and
focusing on
relevant call
improvement
gastronomy
if available)
exchange
and
valorisation
22
Traditional events
Marketing
Character:
Date,
Visitors Target
name of
national
Duration
group
Activity
International,
Organizer
Team leader
HR needed
Budget
Expected
needed
Results
Milestones
To be
M&E
repeated
Whom to
Follow up
report
regional,
local
Aggregation
Local,
Starting from
Foodies,
Territory
Marca
Technical
>Quality
Attractive
Yearly,
> tourism
Regional
To be
and cross-
national and
2015 on a
National
tourism
Fermana
expert for
perception of
local food
providing a
presence in
Authority
repeated
fertilization
International
permanent
/Foreign
promotion
data
local events
events
common
local food
Territory
yearly
basis
brand and
events
Institutions
20.000
Tourists,
Association (
collection
among Local
Citizens and
Marca
and
> Product
image
and
Typical Food
local
Fermana)
elaboration.
quality and
improvement
Municipalities
events
population
Proivince
Marketing/C
territory
of local food
Involved
(Sagre)
Municipalities
ommunicatio
branding
festival
Associations
Images
, Producers
n Experts for
(Pro-loco)
improving
Association
common
Citizens
under a
Volunteers
image
common
Pro-Loco
development
platform and
Associations
and
actions
logo.
coordinate
promotion.
Exploiting
Local,
Starting from
Foodies,
Touristic
Marca
Touristic
>of web
Information
On a
n. of involved
Regional
Keep
existent travel
national and
2015
Foreign
Guide
Fermana
Guides
15.000 euro
presence
available on
continuous
travel guide
Authorities
constantly
guides and
International
base
Municipalities
updated
Tourists,
Association
Translator
> information
strategic web
tourism
Tour
Marca
Web experts
available in
tool
materials by
Operators/To
Fermana
the means of
urism
Association
web
Agency
presence on
Tourism
strategic
strategic
Sector
website for
website
Operators
for the
bloggers,
marketing
promotion of
instagramers
Increase of
and social
territory
communities,
web articles
23
media and
> web
Increase of
making them
exploitation
presence in
available for
of already
social
an increased
developed
networking
number of
tourism
tools
tourism
materials
operators
24
Marketing & Promotion
Marketing
Character:
Date,
Visitors Target
name of
national
Duration
group
Activity
International,
Organizer
Team leader
HR needed
Budget
Expected
needed
Results
Milestones
To be
M&E
repeated
Whom to
Follow up
report
regional,
local
Website
Local,
2015 as a
Tourists
Municipality
Municipality
1 web
8.000 Euro for
>Visibility at
Image
If
n. of visits to
Committee
Website
“Fermo City
national and
starting point
Citizens
of Fermo in
of Fermo
developer,
website
National/EU
improvement
candidature
the website
Citizens
maintenance
of
International
for
Sector
cooperation
Expert for
setting up
and
& brand
is approved
Sector
and
candidature
Operators
with:
website
and yearly
International
positioning
the website
n. of projects
Operators
enhancemen
and collector
Sector
managemen
managemen
level
would be the
and initiative
for the public
Association
t and
t
main tool for
uploaded
and private
Not for profit
updating
initiatives
linked to the
food.
Gastronomy”
>More
communicati
Associations
attractive
on&marketin
n. of private
for the
territory for
g; a platform
initiative
valorization
specialized
for innovative
s/enterprises
of
press
projects,
involved
enogastrono
start-up, food
mic tourism
related
and food
initiatives,
culture.
exchanges at
Website
international
should be
level
t
strictly
interlinked
with regional
tourism
promotion
#destinazione
marche
Strategic
Local,
Staring from
Foodies,
Municipality
Tipicità
Social media
According to
>increased
Image
25
Constant
>Tipicità in
Municipality
Constant
Presence in
national and
Social
International
2015
Gourmets
Network
of
manager
social media
visibility of
improvement
social
Regional
Fermo/Tipicit
Organizer
following
manager
Tipicità on
& brand
activities
networking
Authority
à organizer
communicati
activities
social
positioning
tools
(improvemen
on & social
t of Tipicità
networking
social
tool
>Catalyst
Communicati
networks
communicati
effects on
on&promotio
tools)
on and
Instagramers,
n activities at
planning of
travel and
low cost
visits,
foodies
database of
bloggers
activity
networks
>
offer and
calendar
updating
Training and Education
Marketing
Character:
Date,
Visitors Target
name of
national
Duration
group
Activity
International,
Organizer
Team leader
HR needed
Budget
Expected
needed
Results
Milestones
To be
M&E
repeated
Whom to
Follow up
report
regional,
local
Specific
Sector
Chef
Chef/Horeca
Experts,
40.000
> number of
>Culinary art
According to
n. of trained
Regional
According to
Training on
Local,
2016
Operators
Association
Association
Chefs,
It could be
chef with
> Knowledge
ESF priority
chefs/Operat
Authority
emerged
culinary art
Chef
Horeca
Trainers
foreseen in
increased
increase
and calls
ors
Horeca
training needs
/Restaurant
Association
Training
the
knowledge
Vocational
Organizer
Sector/Chef
framework of
on culinary
n. of
Training
European
art, products
vocational
Istitution
Social Funds
quality and
courses
2014 – 2020.
local tradition
organized
26
Association
n. of
association
involved
Learners
evaluation
questionnaire
s
International
International
2016
HE Students,
Municipality
University of
Scientific
60.000 euro
> food
> Research &
Master for
researchers
of Fermo,
Macerata
Coordinator
Possible
research on
innovation
food studies
and professor
Universities,
Researcher
funds:
the territory
> reference
Laboratory
Project
European
> image and
point for HE in
for
Manager
Social Funds
brand of the
Mediterranea
Secretary
ROP Marche
territory
Region
internationall
Programme
y recognized
2014 – 2020
as reference
n. of courses
EU
Erasmus plus
point in Food
developed
Commission)
programme
& Wine
2014 - 2020
education
n. of
>
scientific
Involvement
articles
of local food
produced
n Diet
Yearly
n. of students
According to
According to
participating
exploited
emerged
funds for
needs,
n. of
development
territory offer
Food & Wine
researchers
(Regional
and trends in
sector
and professor
Authorities,
Food & wine
participating
Municipalities
research and
, Universities
innovation
& wine
stakeholders
n. of and
in
functions of
international
local people
process &
involved
exchange
Specific
Young
Horeca
Tourism
Experts and
40.000
Image
Constant
>Tipicità in
Municipality
Constant
Training on
Local,
2016
professionals
Association
Associations
Trainers,
It could be
improvement
activities
social
Regional
activity
Revenue
Tourism
Chamber of
Specialized
Training
foreseen in
& brand
networking
Authority
Managemen
sector
Commerce
Training
activities
the
positioning
tools
t - Increase
employee
and Industry
Agencies
organizer
framework of
27
ability to use
Tourism
Tourism
European
>
innovative
facilities
sector
Social Funds
Communicati
channels,
owners
representativ
2014 – 2020.
on&promotio
found market
es
n activities at
segments
Tourism
low cost
and develops
Agencies
web
marketing
strategies
Marketing
Character:
name of
national
Date, Duration
Visitors
Target
Activity
International,
group
Organizer
Team
HR needed
leader
Budget
Expected Results
Milestones
To be repeated
M&E
needed
Whom to
Follow up
report
regional, local
Invitation of
Local, National
2017
Foodies,
foreigner chefs
and
Gourmet,S
Municipality of
Chef
for
International
ector
Fermo
Associat
competitions
expert,
Chef
ion
on local
journalist,
Association
products
bloggers
HO.RE.CA
Events manager
> promotion of
> raising
Exploiting
n. of
Exploit
According
local
awareness on
events already
events
Tipicità
to the
food/products
local product ,
organized in
organiz
yearly
events
and traditional
food quality
the territory
ed
organizat
organized
receipt and
n. of
ion
dishes
foreign
Sector
chef
involve
d
Funding Possibilities for the development of the above mentioned actions:
ROP ERDF MARCHE 2014 – 2020
European Regional Development funds already approved for Marche Region
28
RDP MARCHE 2014 – 2020
Rural Development programme, in phase of approval with European Commission could offer several opportunities for the development of the
actions linked to agriculture and rural development and to the marketing of local quality products and brand.
ROP ESF MARCHE 2014 – 2020
European Social Funds for Marche Region concerning the years 2014 – 2020 is already approved and could support the funding of training and
education actions of the LAP
EU Programmes:
1) Erasmus plus Programme 2014 – 2020
2) COSME Programme 2014 – 2020
3) European Territorial Cooperation Programmes 2014 – 2020
4) Horizon 2020 Programme
Private – Public Partnership
29