Industry Leaders Say Innovation Is Key To Placemaking Recovery
Innovation is the key factor for a recovery in placemaking according to industry leaders with nearly 90% considering new ways to plan destinations, places and spaces around the world. This is one of the key findings of a survey of 50 global leaders undertaken by integrated marketing specialists Four Communications to uncover how leaders in placemaking plan to recover from COVID-19 and key solutions and barriers. The survey also found that biggest barrier to recovery is the need to deliver better long-term solutions, not just address the short term. More than a half surveyed are also concerned about being prepared for a second wave of COVID-19.
The views of property developers, investors, tourism boards, cultural organisations, government authorities and NGOs from the USA, Europe, Middle East, Africa and Asia were unveiled at a round-table debate on 30 June 2020. Speakers at the event included Ben Lynam, head of communications at the Travel Foundation, James Saunders, chief executive of Quintain, Fiammetta Rocco, senior editor and culture correspondent of The Economist and its 1843 magazine, Diane Wherle, marketing and insight director at Springboard, retail insights and Dubai-based writer and presenter Rebecca Anne Proctor, former editor-in-chief of Harper’s Bazaar Art and Harper’s Bazaar Interiors.
The vast majority of business leaders are rethinking prior assumptions and looking to new models for the future. Seven out of ten are already considering innovating as a result of COVID-19 and a further 16% saying they may innovate. Only 4% said they weren’t planning to innovate.
Debbie Hindle, Four Communications’ chief executive, travel and co-chair of the agency’s place taskforce who moderated the round table debate said: “Our research has revealed that almost two thirds of global placemakers are most concerned about developing long-term solutions for better recoveries. That’s leading to an immediate push for innovation and a hunger to develop new forms of collaboration which could transform placemaking in the future.”
Ensuring recovery planning delivers better and to the long-term was quoted as the primary barrier to success by 56% of respondents. Other major concerns for placemakers include weak economies and consumer spending (54%) and being prepared for a second wave of COVID-19 (52%).
Four in ten place leaders are also concerned about balancing safety and the need to protect livelihoods; re-envisioning public spaces and public realm to take into account the need for distancing; and changing consumer sentiment which may mean consumers avoid cities in the short-term, or need new services in the future such as working from home and outdoor spaces.
A third of place leaders reported that barriers to growth included a lack of funds and investment and difficulties implementing social distancing requirements. Only 18% reported concern that preparations for resilience planning to include COVID-19 together with other issues such as natural disasters was a barrier to growth.
These complex barriers mean that the vast majority of business leaders are rethinking prior assumptions and looking to new models for the future. Seven out of ten are already considering innovating as a result of COVID-19 and a further 16% maybe. Just 6% didn’t know and 4% weren’t planning to innovate.
Two thirds said they were actively looking at the innovations in sectors outside their own which had given them ideas for the future including virtual trade shows, virtual property show rounds, virtual trips and digital art commissions. Physical innovations being considered included new ways to use outdoor spaces, to plan the flow of people, tracking crowds and demand management, creating new authentic experiences, increasing community engagement and sustainable strategies.
Bill Bragin, executive artistic director, The Arts Center at NYU Abu Dhabi expects that virtual innovations could reach wider audiences than in the past. “The virtual space breaks down borders and crosses timezones” he said, “which means we can explore partnerships with other performing arts institutions, artists, publications across the globe. Cultural exploration can take on a new meaning, allowing many cultures to watch and be a part of the online community at once.”
New public and private sector initiatives was also quoted by many as a key area for innovation in the future. Eleftheria Voskaridou, marketing manager, Limassol Del Mar in Cyprus said she was looking for: “A meeting of power and mind with the public sector to deliver motives and strategic planning to attract investment.” Eight out of ten leaders said they had previously undertaken public and private sector collaborations, 50% had collaborated with industry associations, 45% with cultural associations, 39% with cross government initiatives and 25% with NGOs.
Shifting organisations from marketing to sustainable destination management was also a strong theme. For example, Timothy O’Donoghue, executive director of the Riverwind Foundation the managing organization for the Jackson Hole & Yellowstone Sustainable Destination Program envisions creating a destination management organization and council comprised of “representatives from federal, state, and local government; local business; NGOs; and schools for developing and implementing a sustainable destination management plan.”
New business relationships were also a major priority among those surveyed. Ian Utermohlen, South African Tourism, regional general manager Europe is focused on new sustainable airlift. Chris Meyer, Las Vegas Convention and Visitors Authority vice president of global sales reported looking for new collaboration with airlines, OTA’s, and consortia partners and providing marketing insights that before COVID-19 would have been considered proprietary. James Foice, chief executive at The Association of Serviced Apartment Providers is considering new global collaborations.
The Four Communications’ round table also launches the company’s new Place+ service. A recorded version of the round table can be viewed at Four Communications Round Table.
