Concise.pdf - Brugge Plus
Concise.pdf - Brugge Plus Concise.pdf - Brugge Plus
positive process mainly occurred among cultural players in Belgium and among the native population. The impact of BRUGGE 2002 on the image of Bruges among the foreign public is probably small. The public survey reveals that the image of Bruges is still largely determined by the monumental, mediaeval character, authentic buildings and architecture, a rich history alongside the picturesque, atmospheric and well-maintained framework of the city. In terms of spreading the city’s image amongst a wider public, therefore, only the initial impetus for change has been given and a great deal of work remains to be done. Economic-touristic impact The economic impact of an event such as BRUGGE 2002 basically results from the spending that takes place in the local economy as a result of the event and gives rise to the creation of extra income. We call this the direct economic effect of BRUGGE 2002. In addition, we are also concerned with the impact on the position of Bruges in the tourist market and with the resources deployed. Direct economic effect We estimate the total expenditure of the recreational residential and day tourists in Bruges during the period of the cultural year (February-November 2002) at almost 213 million euros. Of this, 124 million euros was spent by residential tourists and 89 million euros by day tourists. Starting from the percentage of residential and day tourists that visited Bruges because of BRUGGE 2002 (possibly combined with other reasons), we can conclude that a surplus of up to 42 million euros in expenditure was generated by BRUGGE 2002, of which 25 million euros by residential tourists and 17 million euros by day tourists. This means that expenditure rose by up to 25% as a result of BRUGGE 2002. From similar studies for other events and destinations we can infer that the direct economic effect under normal circumstances can be increased by 50% to determine the total economic effect. In view of the extremely large amount invested in infrastructure, renovations and the running of BRUGGE 2002 vzw, the final effect for Bruges may well be estimated as being even higher. 83 CONCISE Position in tourist market The stakeholders unanimously view the exhibitions as the events with the greatest economic-touristic impact, partly because they appeared able to generate overnight stays. It is also generally accepted that the tourist season began earlier in 2002 than in other years. Resources deployed The questioning of stakeholders shows that great value is placed on the communication of BRUGGE 2002. The approach to communication is seen as well-thought-out strategically and innovative. The effects of communication can also be deduced from public surveys: ■ The Internet, including the BRUGGE 2002 website, articles in newspapers and magazines, the programme guide to BRUGGE 2002 and other BRUGGE 2002 brochures, radio and TV programmes are some of the key sources of information consulted by residential and day tourists regarding their trip to Bruges. Among other things, this result reflects the successful use of the press. ■ Specifically with regard to the events about which people were questioned, we can conclude that the programme guide to BRUGGE 2002 and other BRUGGE 2002 brochures contributed significantly to raising awareness. Articles in the written
press also proved important. The influence of advertising and the BRUGGE 2002 website was less, but not insignificant. In terms of providing information, the stakeholders felt there was a problem with the fragmented nature of the various contact points for visitors. It was not always clear where visitors should go for information and/or tickets. Various stakeholders claim that it would have been better to provide information from a single central point (e.g., a visitor centre) that could be responsible for providing cultural and tourist information and for ticketing. As far as the distribution of tickets and products is concerned, the stakeholders agree on the benefit of special passes. 84 BRUGGE 2002 Social impact Together with most privileged witnesses we can consider the participation and involvement of the residents of Bruges in the cultural year as a whole to be considerable. Evidence for this is the great success of the Poorterspas, a special pass specifically for residents of Bruges, 10,000 of which were sold. We can also conclude from the results of the various surveys that at least half the residents of Bruges took part to a lesser or greater degree in activities organised as part of BRUGGE 2002. Pointers for the future The studies carried out not only give an accurate picture of the impact of BRUGGE 2002 but also allow a number of lessons to be learned and pointers to be formulated for the future. These pointers can then be of use to the further cultural and touristic development of the city of Bruges, which must first and foremost be aimed at further steering the direction towards a living, modern and high-quality cultural-historic city. We should remain very aware that the cultural year has merely provided the initial impetus and that considerable efforts in terms of programming and communication will still be necessary in the future. It goes without saying that this can only be achieved if sufficient people and resources are made available. We have grouped the actions for the future together under a number of headings. Infrastructure It is clear that in terms of cultural infrastructure, a great deal was achieved in the runup to and during the cultural year 2002. Nevertheless, the privileged witnesses highlighted a number of gaps and opportunities. We have extracted the creation of a cultural heritage depot as a possible option for the future. Bruges still has a massive amount of heritage material that is currently extremely spread out and completely inaccessible to the public. A heritage depot not only meets the demand for a more central storage point, it can also provide interesting and original added value for visitors provided the depot is made accessible in the right way. Cultural policy and organisation We observed great concern regarding the continuation of the zeal created by BRUGGE 2002 and the preservation of the knowledge and expertise built up by BRUGGE 2002. To meet these demands it is necessary to create an independent structure (e.g., a slimmed-down version of BRUGGE 2002 vzw) that can act as an intermediate partner between the city services and the players in the cultural and tourist sector.
- Page 33 and 34: 32 BRUGGE 2002 New media and techno
- Page 35 and 36: Film and media We cannot get round
- Page 37 and 38: © HANNS JOOSTEN © A PRIOR Octopus
- Page 39 and 40: On each occasion the official openi
- Page 41 and 42: kamishibai books, in which popular
- Page 43 and 44: However, in addition to this specif
- Page 45 and 46: © RANDOALD SABBE © MARK MORRISROE
- Page 47 and 48: | HANZE@M4DICI BRUGES, CROSSROADS O
- Page 49 and 50: Project publications | IMPACT 1902
- Page 51 and 52: COMMUNICATION
- Page 53 and 54: cation department. A project and to
- Page 55 and 56: © PATRICK DE SPIEGELAERE 54 BRUGGE
- Page 57 and 58: importance to press releases. In 19
- Page 59 and 60: Koninklijk Filharmonisch Orkest van
- Page 61 and 62: 60 BRUGGE 2002 design, whilst the l
- Page 63 and 64: The public network Introduction Nob
- Page 65 and 66: BRUGGE 2002 as an opportunity for (
- Page 67 and 68: © JAN VERNIEUWE 66 BRUGGE 2002 Jua
- Page 69 and 70: this formula has potential for the
- Page 71 and 72: Music and Architecture © MICHAEL M
- Page 73 and 74: MANAGEMENT, ORGANISATION AND BUDGET
- Page 75 and 76: Overview of total budget BRUGGE 200
- Page 77 and 78: was also enough room within the com
- Page 79 and 80: Ticket sales The Province of West F
- Page 81 and 82: IMPACT STUDY BRUGGE 2002 - SUMMARY
- Page 83: Cultural impact The cultural impact
- Page 88: Colophon EDITORS Hugo De Greef, Jan
press also proved important. The influence of advertising and the BRUGGE 2002<br />
website was less, but not insignificant.<br />
In terms of providing information, the stakeholders felt there was a problem with the<br />
fragmented nature of the various contact points for visitors. It was not always clear<br />
where visitors should go for information and/or tickets. Various stakeholders claim<br />
that it would have been better to provide information from a single central point (e.g.,<br />
a visitor centre) that could be responsible for providing cultural and tourist information<br />
and for ticketing.<br />
As far as the distribution of tickets and products is concerned, the stakeholders agree<br />
on the benefit of special passes.<br />
84<br />
BRUGGE 2002<br />
Social impact<br />
Together with most privileged witnesses we can consider the participation and<br />
involvement of the residents of Bruges in the cultural year as a whole to be considerable.<br />
Evidence for this is the great success of the Poorterspas, a special pass specifically<br />
for residents of Bruges, 10,000 of which were sold. We can also conclude from<br />
the results of the various surveys that at least half the residents of Bruges took part to<br />
a lesser or greater degree in activities organised as part of BRUGGE 2002.<br />
Pointers for the future<br />
The studies carried out not only give an accurate picture of the impact of BRUGGE 2002 but<br />
also allow a number of lessons to be learned and pointers to be formulated for the future.<br />
These pointers can then be of use to the further cultural and touristic development of the city<br />
of Bruges, which must first and foremost be aimed at further steering the direction towards<br />
a living, modern and high-quality cultural-historic city.<br />
We should remain very aware that the cultural year has merely provided the initial impetus<br />
and that considerable efforts in terms of programming and communication will still be<br />
necessary in the future. It goes without saying that this can only be achieved if sufficient people<br />
and resources are made available.<br />
We have grouped the actions for the future together under a number of headings.<br />
Infrastructure<br />
It is clear that in terms of cultural infrastructure, a great deal was achieved in the runup<br />
to and during the cultural year 2002. Nevertheless, the privileged witnesses highlighted<br />
a number of gaps and opportunities.<br />
We have extracted the creation of a cultural heritage depot as a possible option for the<br />
future. Bruges still has a massive amount of heritage material that is currently<br />
extremely spread out and completely inaccessible to the public. A heritage depot not<br />
only meets the demand for a more central storage point, it can also provide interesting<br />
and original added value for visitors provided the depot is made accessible in the<br />
right way.<br />
Cultural policy and organisation<br />
We observed great concern regarding the continuation of the zeal created by BRUGGE<br />
2002 and the preservation of the knowledge and expertise built up by BRUGGE 2002.<br />
To meet these demands it is necessary to create an independent structure (e.g., a<br />
slimmed-down version of BRUGGE 2002 vzw) that can act as an intermediate partner<br />
between the city services and the players in the cultural and tourist sector.
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