In most shopping areas, there are place management partnerships (PMPs) that aim to increase the competitiveness of the area. Collective digital marketing activities, such as the adoption and update of collective websites and social media pages, provide opportunities in this regard. Currently, the extent to which digital marketing activities are being employed varies widely among PMPs. However, studies investigating the factors that influence the uptake of digital marketing activities are lacking. This study applies a resource-based view to fill this gap, using data from an online survey about collective digital marketing activities among 164 official representatives of PMPs in urban shopping areas in the Netherlands. Regression analyses were employed to examine the extent to which the resources of PMPs influence the adoption and update frequency of the two most often used digital marketing channels: websites and social media pages. The results revealed that while the adoption of collective digital marketing channels is strongly influenced by the physical resources that characterize the shopping area itself, the update frequency of these channels is influenced more by the organizational resources of PMPs. In addition, the strategic choice of PMPs to deploy human and financial resources for the benefit of collective digital marketing activities leads to increased use of these activities. This effect is reinforced by the fact that digital marketing skills gained through experience contribute to a higher update frequency of the adopted channels. As such, this study provides empirical evidence on the influence of PMPs shared resources upon their digital marketing activities.
DOCUMENT
When it comes to shopping and spending time in the city, much of the traditional offering has made place for something new, usually more expensive: coffee bars like Starbucks with a wide range of cafés and lattes; bakery stores with a big choice of luxury croissants, sourdough, gluten free or spelt bread; concept stores with a mix of special brands, vintage stores and again good coffee or glass of prosecco at 17.00. But a crafts shop, a furniture upholstery or a good butcher? Hard to find. One of the main reasons for this change is that newcomers generally bring more money to an area but also different lifestyles and tastes, going with the flow of the latest trends and ready to pay for special brands and exceptional or innovative concepts. In the meantime, prices are booming. The term we often use for this phenomenon is gentrification: in my view, it describes a process whereby the renovation of a particular city area attracts newcomers with a higher socio-economic status who in turn make the area more popular. The effect of this popularity is an increase in housing prices as well as leisure offerings, meaning (recreative) shops, bars and sport or cultural activities, which tend to push out the original residents of their own neighbourhood. In this article you can read about gentrification and its visible effects on three shopping areas that feature market places and leisure activities – Van der Pek street, Zonneplein and Purmerplein situated in Amsterdam North, a previously traditional area. I will share with you the outcomes of our research into the liveability of these shopping areas, and our placemaking suggestions, based on the key indicators of the placemaking movement (Madden, 2018).
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The liveability of cities worldwide is under threat by the predicted increase in intensity and frequency of heatwaves and the absence of a clear spatial overview of where action to address this. Heat stress impairs vital urban functions (Böcker and Thorsson 2014), hits the local economy (Evers et al. 2020), and brings risks for citizens’ health (Ebi et al. 2021). The ongoing densification of cities may escalate the negative consequences of heat, while rising climate adaptation ambitions require new pathways to (re)design public places for a warmer climate. Currently, policy makers and urban planners rely on remote sensing and modelling to identify potential heat stress locations, but thermal comfort models alone fail to consider socio-environmental vulnerabilities and are often not applicable in different countries (Elnabawi and Hamza 2020).In the Cool Towns Interreg project, researchers collaborated with municipalities and regions to model urban heat stress in nine North-Western European cities, to find vulnerabilities and to measure on the ground (see Spanjar et al. 2020 for methodology) the thermal comfort of residents and the effectiveness of implemented nature-based solutions. Using the Physiological Equivalent Temperature (PET) index, several meteorological scenarios were developed to show the urban areas under threat. The PET maps are complemented by heat vulnerability maps showing key social and environmental indicators. Coupled with local urban planning agendas, the maps allowed partner cities to prioritize neighbourhoods for further investigation. To this end, community amenities and slow traffic routes were mapped on top of the PET maps to identify potential focus areas.A comparative analysis of the collated maps indicates certain spatial typologies, where vital urban activities are often influenced by heat stress, such as shopping areas, mobility hubs, principal bicycle and pedestrian routes. This project has resulted in the development of a multi-level Thermal Comfort Assessment (TCA), highlighting locations where vulnerable user groups are exposed to high temperatures. Standardized for European cities, it is a powerful tool for policy makers and urban planners to strategically identify heat stress risks and prioritize locations for adapting to a changing climate using the appropriate nature-based solutions.
MULTIFILE
Supermarkets are essential urban household amenities, providing daily products, and for their social role in communities. Contrary to many other countries, including nearby ones, the Netherlands have a balanced distribution of supermarkets across villages and urban neighbourhoods. However, spatial supermarket patterns, are subject to influential developments. First, due to economies of scale, there is a tendency for supermarkets to increase their catchment areas and to disappear from peripheral villages. Second, supermarkets are now mainly located in residential areas, although the urban periphery appears to be attractive for the retail sector, perhaps including the rise of hypermarkets. Third, today, online grocery shopping is still lagging far behind on other online shopping products, but a breaks through will dilute population support for in-store supermarkets and can lead to dramatic ‘game changer’ shifts with major spatial and social effects. These three important trends will reinforce each other. Consequences are of natural community meeting places at the expense of social cohesion; reduced accessibility for daily products, leading to more travel, often by car; increasing delivery flows; real estate vacancies, and increasing suburban demand increase for retail and logistics. Expected changes in supermarket patterns require understanding, but academic literature on OGS is still scarce, and does hardly address household behaviour in changing spatial constellations. We develop likely spatial supermarket patterns, and model the consequences for travel demand, social cohesion and real estate demand, as well as the distribution between online and in-store grocery shopping, by developing a stated preference experiment, among Dutch households.