QUALIMA PIC INTERREG IIIB ALPINE SPACE VENETO REGION. WP5 STUDIES Second Part. Pilot Projects Analysis of Results

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1 QUALIMA PIC INTERREG IIIB ALPINE SPACE VENETO REGION WP5 STUDIES Second Part Pilot Projects Analysis of Results Pilot Projects Analysis of Results page 1 of 23

2 INDEX PRESENTATION... 3 LOCATION OF THE PILOT PROJECTS... 4 DEMOGRAPHIC ANALYSES... 5 THE AVAILABILITY OF SHOPS... 9 MULTI-PURPOSE CENTRES Hamlet of QUANTIN Hamlet of TIGNES Hamlet of SACHET Hamlet of FALLER Hamlet of SPERT BRIEF SUMMARY COMMENTS TRAINING COURSES Pilot Projects Analysis of Results page 2 of 23

3 PRESENTATION With development of the project QUALIMA - Quality of life improvement by supporting public and private services in the rural areas of the Alps, the Veneto Region aims to pursue the objective of maintaining the population in the mountain areas by increasing the variety of goods and services supplied by commercial companies and firms already present there or by creating new businesses if necessary. To this end, the Project has selected five pilot enterprises for the purpose of transforming retail shops into "Multi-purpose centres, which, in addition to providing basic foodstuffs and other food products, also provide private and public services, according to specific agreements between private parties or in concession with state agencies, all in full respect of the relative regional legislation. The aim of improving the quality of life of the local residents can be achieved only by offering economic prospects to the firms, which are otherwise destined to progressive marginalization. If these firms can increase and improve their offer, they will motivate the resident population to remain. Pilot Projects Analysis of Results page 3 of 23

4 LOCATION OF THE PILOT PROJECTS Province of Verona Municipality Hamlet Firm Badia Calavena Spert ERBECEDARIO Province of Belluno Municipality Hamlet Firm 1 - Vallada Agordina Sachet EL GANBARETOL 2 - Sovramonte Faller FAORO P. 3 - Ponte nelle Alpi Quantin COOP DI CONSUMO QUANTIN 4 - Pieve d Alpago Tignes ALIMENTARI OMNIA Pilot Projects Analysis of Results page 4 of 23

5 Demographic analyses The population Population by age group Census Municipality Year over 65 Total PIEVE D ALPAGO PONTE NELLE ALPI SOVRAMONTE VALLADA AGORDINA BADIA CALAVENA Source: ISTAT census of population and housing Overall, these data highlight a decrease in the population over the last 50 years in the selected municipalities. This decline is even greater in the more isolated and poor areas and hamlets. During the same period, the percentage of younger people has declined, while the percentage of people included in the over 65 age class has increased. With respect to the general trend, the Municipality of Ponte nelle Alpi is unique, recording growth in the population as a result of the following: large area subdivided into numerous localities and hamlets; low-altitude location in a strategic position as regards the main roads. Population: households by size Pilot Projects Analysis of Results page 5 of 23

6 Hamlet Size more than 5 Quantin Tignes Sachet Faller Spert Source: Municipalities Population in the hamlets by age group Hamlet Age group over 65 Quantin Tignes Sachet Faller Spert Source: Municipalities % INHABITANTS OVER 65 Municipality Year % > 65 PIEVE D ALPAGO % PONTE NELLE ALPI % SOVRAMONTE % VALLADA AGORDINA % BADIA CALAVENA (VR) % Source: ISTAT 2001 census of population and housing RATIO ELDERLY (>65) / CHILDREN (<15) Pilot Projects Analysis of Results page 6 of 23

7 Municipality Year Elderly/Children PIEVE D ALPAGO PONTE NELLE ALPI SOVRAMONTE VALLADA AGORDINA BADIA CALAVENA Source: ISTAT 2001 census of population and housing WORKING POPULATION CENSUS Municipality PIEVE D ALPAGO PONTE NELLE ALPI SOVRAMONTE VALLADA AGORDINA BADIA CALAVENA Source: ISTAT census of population and housing Pilot Projects Analysis of Results page 7 of 23

8 Education Population by educational level in the year 1951 MUNICIPALITY DEGREE DIPLOMA MIDDLE SCHOOL ELEMENTARY SCHOOL POPULATION OVER 6 YEARS OF AGE PIEVE D'ALPAGO PONTE NELLE ALPI SOVRAMONTE VALLADA AGORDINA BADIA CALAVENA Population by educational level in the year 1991 MUNICIPALITY DEGREE DIPLOMA MIDDLE SCHOOL ELEMENTARY SCHOOL POPULATION OVER 6 YEARS OF AGE PIEVE D'ALPAGO PONTE NELLE ALPI SOVRAMONTE VALLADA AGORDINA BADIA CALAVENA Source: ISTAT 1991 census of population and housing The level of education during the period grew considerably across the entire region. This is important because of the new employment opportunities it produces, as well as for the greater spending power of a significant part of the residents. Pilot Projects Analysis of Results page 8 of 23

9 THE AVAILABILITY OF SHOPS Ratio of inhabitants to shops (2003) Shops Population Inhabitants/Shops PIEVE D'ALPAGO PONTE NELLE ALPI SOVRAMONTE VALLADA AGORDINA BADIA CALAVENA Source: Istat 2003 population survey 2003 Commerce observatory In the request for access to the funds to create the multi-purpose centres, the ratio of number of inhabitants to number of shops was used as an index to classify the lack of local commercial distribution. If this index is greater than or equal to 80, the region has poor commercial resources. In our study, there are 3 municipalities with an index of over 80 and, consequently, insufficient commercial structures. This data is even worse if we consider the localities or hamlets of a municipality. Services available in the hamlets Types of services Private and public services available in the hamlet Hamlet Quantin Tignes Sachet Faller Spert Private services Post office Bank Chemist s Tobacconist s X X X X Monopolies Gas cylinders X X X Fuel Public transport X X X X X Public services Crèche Nursery school X X X Primary/Secondary school X X Medical facilities X Public phone X X X Pilot Projects Analysis of Results page 9 of 23

10 MULTI-PURPOSE CENTRES Geographical location Location of the multi-purpose centres supported by Qualima Project Firms COOP QUANTIN ALIM. OMNIA GANBETAROL PAOLA FAORO ERBECEDARI O Province Belluno Belluno Belluno Belluno Verona Municipality Ponte nelle Alpi Pieve di Alpago Vallada Agordina Sovramonte Badia Calavena Altitude - m Population Hamlet Quantin Tignes Sachet Faller Sprea Altitude - m Population Mountain Community Belluno Nevegal Alpago and Cansiglio Agordina Feltrina Lessinia Altitude of the centre and altitude of the hamlet altitude Serie1 centro Quantin centro Tignes centro Sachet centro Faller centro Spert Coop Quantin Alimentari Ganbaretol Faoro Erbecedario Omnia place Pilot Projects Analysis of Results page 10 of 23

11 Hamlet of QUANTIN Municipality of Ponte nelle Alpi Features of the region Rich and prestigious natural and environmental surroundings Abundant water resources Satisfactorily maintained mountain paths Forests Cultural values Proximity to the Nevegal tourist resort Proximity to the town of Belluno Critical aspects Depopulation of the hamlet Significant aging of the hamlet population Isolation problems as regards economical centres Abandonment of cattle-breeding and farming activities Tourism-based potential of the Nevegal resort still uncertain. Position in the area The firm operates in the hamlet of Quantin, at an altitude of 763 metres above sea level, while the town hall is at an altitude of 397 metres above sea level. Distance of the hamlet from other hamlets of the same municipality Hamlet 1. Losego 2. Col di Cugnan 3. Località Pus Distance 2.5 km 4 km 4 km Distance of the hamlet from localities of other adjacent municipalities Locality 1. Belluno 2. Ponte nelle Alpi 3. Nevegal Distance km.13 km 9 km 6 Household spending power Estimated value The majority of households with 2 employed members have an estimated monthly income of about 2,200 2,700 euros. Pilot Projects Analysis of Results page 11 of 23

12 The shop Firm Open for customers (m 2 ) Shop and storeroom area Food products (m 2 ) Non-food products (m 2 ) Storeroom (m 2 ) Coop Quantin Source: the firm Traded products Product range with a good degree of assortment food and beverages for all age groups home and personal cleaning products Product range with limited assortment clothing and footwear athletic clothing and equipment haberdashery stationery toys hardware and do-it-yourself items gardening and horticulture Interventions following Qualima support Works regarding the structure Reconstruction of the roof of the building Works regarding shop equipment Purchase of refrigerators/cold stores, a new pizza oven, sports equipment to hire out The multi-purpose centre COOP in Quantin has chosen to pursue its business and social objective by focussing on its traditional services, in addition to: expansion in the range of frozen food products sale of newspapers and magazines hiring out of sports equipment photocopy and fax service an agreement with the Municipality to offer residents, for a _ day per week, a public administration Desk with the presence of a municipal employee. Animation activities to be carried out in the region During the works to modernize the structure and to increase the available services for local clientele, we will conduct a communications campaign to inform residents on the new potentialities of this enterprise. Special attention will be given to COOP members. We will also conduct a specific press campaign for guests of the tourist accommodation structures of Nevegal. Pilot Projects Analysis of Results page 12 of 23

13 Hamlet of TIGNES Municipality of Pieve di Alpago Features of the region Rich and prestigious natural and environmental surroundings in the Alpago district Satisfactorily maintained mountain paths Pastureland at low altitudes and forests at high altitudes Cultural values Proximity to the Tambre tourist resort Relatively close to the Nevegal tourist resort Well-developed industrial centre in Paludi (in the municipal territory) Proximity to the region of Ponte nelle Alpi and its commercial network Proximity to the motorway junction of Belluno Proximity to the town of Belluno Critical aspects Depopulation of the hamlet Significant aging of the hamlet population Considerable decrease in cattle-breeding and farming activities Presence of untapped potential for tourism (areas of Tambre, S. Croce Lake, Mount Dolada, Consiglio forest) Position in the area The firm operates in the hamlet of Tignes, at an altitude of 546 metres above sea level, while the town hall is at an altitude of 694 metres above sea level. Distance of the hamlet from other hamlets of the same municipality Hamlet 1. Sitran 2. Garna 3. Schiucaz Distance 2.2 km 3.5 km 4.3 km Distance of the hamlet from localities of other adjacent municipalities Locality 1. Belluno 2. Ponte nelle Alpi 3. Tambre di Alpago Distance 1.1 km 7 km 8 km Analysis and selection of population needs The demand for goods food and beverages for all age groups home and personal cleaning products clothing and footwear athletic clothing and equipment haberdashery stationery toys hardware and do-it-yourself items gardening and horticulture Pilot Projects Analysis of Results page 13 of 23

14 The shop Firm Open for customers (m 2 ) Shop and storeroom area Food products (m 2 ) Non-food products (m 2 ) Storeroom (m 2 ) Alim. Omnia Source: the firm The usual customers of the shop are self-sufficient elderly citizens living in the hamlet. Range of traded products Food products The most important groups of fresh food: sandwich meats and cheeses, pre-packaged fruit and vegetables The most important groups of dry food: general. Non-food products Detergents, personal hygiene products, home cleaning products, basic haberdashery. Other goods Sale of newspapers and magazines, monopoly goods, tobacco/cigarettes. Interventions following Qualima support Works regarding the structure Painting, restructuring of doors and windows, plugging of a door, standardization of the electrical system to regulations. Works regarding the equipment Purchase of furniture, display stands and shelving for the shop The multi-purpose centre In order to establish the multi-purpose centre, the firm has invested to: improve of the structure with new doors and windows replace shelves and equipment of the shop provide a photocopy and fax service provide an Internet service display information about municipal initiatives and events distribute forms to be used for requests to the Municipal Administration distribute tourist information provide train ticketing service. Supply of new goods Frozen foods Supply of new services Photocopy and fax service Train tickets and Dolomiti Bus tickets Agreement with the Municipal Administration to distribute information and forms Agreement to distribute tourist brochures Pilot Projects Analysis of Results page 14 of 23

15 Hamlet of SACHET Municipality of Vallada Agordina Features of the region Natural richness and excellent environment, in the heart of the Agordo Dolomites The roads are always practicable, although there is traffic in peak seasons Well-maintained mountain paths and iron steps Forests with fir-woods and larch groves Values and heritage of the Ladin culture Proximity to the Falcade tourist resort in the summer and part of the "Dolomiti Superski" ski carousel in the winter. Critical aspects Drastic decrease of residents in the hamlet Aging of the population The presence of cattle-breeding, traditional agriculture and forestry are now just symbolic Presence of untapped potential for tourism The tourist offer suffers from the competition from resorts near Belluno, which are more famous, and from the ones in Trentino and South Tirol, which are better equipped and can offer better infrastructures. Position in the area The firm works in the hamlet of Sachet, at an altitude of 1,080 metres above sea level, while the town hall is at an altitude of 1,023 metres above sea level. Distance of the hamlet from other hamlets of the same municipality Hamlet 1. Celat 2. Andrich 3. Cogul Distance 2 km 3 km 4 km Distance of the hamlet from localities of other adjacent municipalities Locality 1. Cencenighe 2. Caviola 3. Falcade Distance 9 km 6 km 10 km Pilot Projects Analysis of Results page 15 of 23

16 The shop Firm Open for customers (m 2 ) Shop and storeroom area Food products (m 2 ) Non-food products (m 2 ) Storeroom (m 2 ) Ganbaretol Source: the firm The firm GANBARETOL is the only commercial enterprise in the hamlet and one of the few firms in the entire municipality. Range of traded products Product range with a good degree of assortment food and beverages for all age groups home and personal cleaning products Product range with limited assortment haberdashery stationery toys gardening and horticulture Interventions following Qualima support Equipment Purchase of refrigerators/cold stores, fax and photocopier, business management PC programmes, shelving, cash counter, bikes to hire out The multi-purpose centre In order to become a multi-purpose centre the enterprises has invested to: rationalize the sale spaces with new shelves increase refrigerated products provide a photocopy and fax service have business management PC programmes offer a service hiring out bikes for tourists, which has been requested in the past distribute tourist information Supply of new services Photocopy and fax service Bikes for hire Pilot Projects Analysis of Results page 16 of 23

17 Hamlet of FALLER Municipality of Sovramonte Features of the region Natural richness and high quality environment Well maintained roads although there is limited traffic Strong bond between population and territory Critical aspects Depopulation of the hamlet Strong population ageing Strong decrease of cattle-breeding and farming Presence of untapped potential in the tourist resort of Croce d Aune and towards the national park of the Dolomites of Belluno and the natural park of Paneveggio-Pale di San Martino. Position in the area The firm works in the hamlet of Faller, at an altitude of 811 metres above sea level, while the town hall is at an altitude of 610 metres above sea level. Distance of the hamlet from other hamlets of the same municipality Hamlet 1. Zorzoi 2. Servo 3. Croce d'aune Distance 8 km 7 km 9 km Distance of the hamlet from localities of other adjacent municipalities Locality 1. Fonzaso 2. Feltre Distance 14 km 18 km The shop Shop and storeroom area Firm Open for customers (m 2 ) Food products (m 2 ) Non-food products (m 2 ) Storeroom (m 2 ) Paola Faoro Source: the firm FAORO is the only enterprise that is open every day. There is also a holiday farmhouse but it is open only on weekends for most of the year. Pilot Projects Analysis of Results page 17 of 23

18 Range of traded products: Product range with a sufficient degree of assortment food and beverages for all age groups home and personal cleaning products Product range with minimal assortment clothing haberdashery stationery toys hardware and do-it-yourself items Interventions following Qualima support Works regarding the structure Reutilization and modernization of an adjoining room connected to the shop Supply of new goods Newspapers and magazines Frozen foods The multi-purpose centre The firm has decided to pursue its business and social objective via the following marketing mix. Testing the supply of several new products Sale of newspapers and magazines Photocopy and fax service Tourist information and display of relative brochures Pilot Projects Analysis of Results page 18 of 23

19 Hamlet of SPERT Municipality of Badia Calavena Features of the region Natural richness and pleasant, gentle and relaxing environment Safe road system, although rather slow; well maintained internal roads, but not smoothflowing Well-maintained mountain paths Forests with broad-leaved trees, not abundant Proximity to the locality of Bolca, where there is a famous fossils deposit Specialized viticulture activities, sometimes accompanied by wine production Traditional activities in the Botanical field. Erbecedario is an excellent example. Critical aspects Depopulation of the hamlet Aging in the hamlet population The presence of cattle-breeding and traditional agriculture is now just symbolic Fossils and botany still represent untapped potential for tourism The tourism economy does not exist and the hiking economy is sustained only by activities connected with the search for fossils and plants Position in the area The firm works in the hamlet of Spert, at an altitude of 878 metres above sea level, while the town hall is at an altitude of 470 metres above sea level. Distance of the hamlet from other hamlets of the same municipality Hamlet 1. San Valentino 2. Sant'Andrea 3. SS. Trinità Distance 16 km 8 km 15 km Distance of the hamlet from localities of other adjoining municipalities Locality 1. Selva di Progno 2. Tregnago 3. Vestenanova Distance 11 km 16 km 12 km The shop Shop and storeroom area Firm Open for customers (m 2 ) Food products (m 2 ) Non-food products (m 2 ) Storeroom (m 2 ) Erbecedario Source: the firm The shop is new. It is part of a complex structure and it can attract and absorb significant groups of hikers who are interested in botany and, in particular, in officinal herbs. This structure also contains an area in which to process herbs (dry, macerated, distilled, cream) and transform them into finished products. There is a refreshment area as well. Finally, there is also a botanical garden and areas in which to train new herb enthusiasts. Pilot Projects Analysis of Results page 19 of 23

20 In ERBECEDARIO s new shop, residents can buy a limited range of basic food products, such as: fresh sandwich meats and cheeses, noodles, fresh bread, seasonings, biscuits and cakes, milk and dairy products and seasonal vegetables. The firm is considering expansion of the offer as early as during the first year of business. An important demand could arise from the numerous botany lovers that visit this territory from spring to autumn. This should allow this micro-enterprise to balance, assuring a minimal commercial and social presence for the residents. NB: in the region of the hamlet of Spert, there are no public services, with the exception of a bus stop. Furthermore, there are no private services, with the exception of the above-mentioned small shop. The multi-purpose centre ERBECEDARIO srl, together with the association of the same name, will be able to offer an interesting mix of goods and services, including: sale of food products supply of food and drinks Internet, photocopy and fax service training and refresher courses in botany garden and botanical garden processing of herbs with different methods sale of herbs and herbs-based products (distilled and flavoured products, essences, creams) This will represent a definite, qualitative improvement for residents, who will have the possibility to do their shopping where they live. It will also be a definite point of reference for the guests in this territory. Planning of the animation activities in the territory Erbecedario srl is a branch of the association with the same name, which will continue pursuing its cultural and health-related objectives in the future as well. Thanks to its experience as an association, Erbecedario s.r.l. will carry out a strong social and cultural animation activity for the territory, by repeating and implementing the events it already provided and by creating new ones. In addition, mention goes to the important educational role of the association in the botanical field, where there is always an abundance of participants, both experts and newcomers. Pilot Projects Analysis of Results page 20 of 23

21 BRIEF SUMMARY The enterprises that benefit from the QUALIMA Project The new Multi-purpose Centres The new situation of the services in the hamlets Following the support of QUALIMA Project: The people in the hamlets where there are multipurpose centres have a larger range of goods and services. The new marketing mix. The multi-purpose centres have renewed their offer, focusing on: qualifying the structure and the infrastructure in order to be more attractive for the usual customers, to maintain the market share and to retain customers supplying services at a reasonable cost but able to attract the attention of the customer. After the transformation into Multi-purpose Centres, there are now important services as regards the objective pursued by QUALIMA: to contribute to keeping people in the region. Services New services available in the hamlets Hamlet Quantin Tignes Sachet Faller Spert Private services Sale of newspapers and magazines x x O Fax O O O O O Photocopying O O O O O Internet O O Hiring O O Services in agreement Tourist information O O O O Municipality desk or information desk O O Public transport ticket office O x = existing services O = services established thanks to QUALIMA Project COMMENTS 1. The economic context in which the pilot projects examined take place is characterized by critical aspects depending on the following facts. The low number of residents together with the high number of product ranges they potentially need. The impossibility of a small shop to invest a lot of money in storage without the realistic probability of selling all stock. Excessive financial risk. The strong tendency for commercial evasion by a population that must permanently commute. The population pays careful attention to the offer of goods and services and to the respective prices by companies in areas they usually frequent. Pilot Projects Analysis of Results page 21 of 23

22 Shop keepers pay constant attention to the shopping behaviour of their customers, know them very well and, therefore, change the goods they re offering until they become tailormade products for each loyal customer. The capability of entrepreneurs to pay attention to customers needs and to be willing to provide small but precious services, especially to the elderly, but not only. Despite these difficulties, the territory tested by Qualima have positively responded to the new types of shops and we can therefore expect positive answers also by proposing the same innovative models in other territories. In particular, we note the interest of some municipalities which are now re-defining their commercial planning in some areas of the Belluno region. They are considering the possibility of transforming traditional shops into multi-purpose centres. 3. Some enterprises within QUALIMA are interested in stipulating co-operative agreements with banks, post-offices and e-commerce companies. These possible agreements depend on the size of demand and are are therefore still being evaluated by the potential suppliers. It is also possible to offer some health-related services in a multi-purpose centre, and this is currently being evaluated in order to determine if it could be compatible with the Regional Health System. 4. We have received good feedback from the region as regards the possibility to provide the following services in the centre: fax and photocopy tourist information The investment is relatively small and the demand for these service is rather high. 5. We notice that the five Multi-purpose Centres are in small localities, separated from the others but not far from them. It follows that elderly, handicapped people, housewives and the young usually do not usually have the necessary mobility to buy what they can t find in the Multi-purpose Centre. 6. The sizes of the shops are truly limited. There are few possibilities to expand the building, local customers rarely encourage innovation, the entrepreneurs themselves are often quite old and they hardly find people interested in the generational turnover. 7. All Multi-purpose centres intend to verify the feasibility and advantage of animation activities in the territory that could attract new attention towards their offer. In these occasions, they intend to enhance the range of their products, also by combining a specific event with promotions by some suppliers. These events will also try to involve possible hikers in the territory. 7. Surplus investments During the re-organization phase, some Multi-purpose centres invested additional funds with respect to the initial commitment to QUALIMA, and this confirms that they are interested in purusing their commercial business. Pilot Projects Analysis of Results page 22 of 23

23 TRAINING COURSES As per the Application Form in Work Package 7, simultaneously with the launch of the multipurpose centres, training courses for the entrepreneurs, shop-keepers and collaborators of the 5 pilot enterprises have been organized. The objective of these is to provide valid support in the phase of changing and transforming the traditional shop into a multi-purpose centre. In fact, the issues regards aspects of optimal management of a Multi-purpose Centre, such as: MULTI-PURPOSE CENTRE Managing the change Communication and shop promotion, animation activities of the area The value of shop promotion When promotion adds value to knowledge and know-how How to communicate with customers: means, instruments, opportunities Communication techniques and methods, message personalization and channel choice Managing and communicating the change Exploiting news, getting to know, acquiring and maintaining customers Regional animation models MULTI-PURPOSE CENTRE: Managing the change Checking advantages Comments on the regional law on multi-purpose centres and highlighting of the opportunities it offers The relationship between management and the taxation system The importance of the clauses in the agreements we sign Evolution of administrative management Detailed analysis of company divisions New parasubordinated forms of collaboration The need to reach a real profit MULTI-PURPOSE CENTRE: Managing the change The role of communication and promotion in the tourist offer of a territory Territory animation models Pilot Projects Analysis of Results page 23 of 23