Type: Strategy and and concept
Client: Stavanger Municipality
Location: Stavanger, Norway
Status: Finished 2013
The strategy work is a part of the process developing new city centre plan for Stavanger. The report is work from an early stage in the process; where the main focus is to locate the potential the city centre of Stavanger have in the future. Therefore there as developed a single report for every important topic related to the identity and overall potentials for the city centre.
The Oil City
The oil capital
The term oil city Stavanger has been around for a long time and too many yesterdays theme. It was therefore important to work with the theme » oil capital Stavanger» to take the «pulse» of Stavanger city today, in the initial phase of the work. It is striving to find new names for the city, which is believed to be more forward looking, and environmentally friendly, it is also great focus on try to focus on something that is not oil related to ensuring a positive development in the future if the oil industry were to disappear from Stavanger.
Posetives vs. negatives
It emerged in the discussions of the working group that the oil city as the brand almost exclusively considered negative locally. Internationally, there are generally not popular statuses to have. Much of the reason for this is the environmental aspect and also the cost the oil industry causes in cities with high oil-related activity.
As a starting point for the work was therefore a subject to treat seen as relatively negative. It was therefore initially tried to put «diagnosis» of the city while it was attempted discussed what oil has led to of positive effects for the city as well as the negative. The goal was to use all the positive sides and turn the negative aspects of the topic. Further develop new innovative ideas about the role of «oil city Stavanger» may have in the future as a positive brand for the city.
The tourist city
Stavanger is a major transit hub for travelers in the region. Linking Ryfylke, cruise port and close to the airport, as well as lodging end service for tourists. Stavanger region is surrounded by a beautiful countryside and is therefore also a popular destination for tourists. The areas around Stavanger is therefore well adapted for this type of tourism that want to experience Norwegian nature.
Because of its location, Stavanger has many short-term visitors who are headed to the other interesting attractions located outside the city centre. There is a great potential in getting these tourists to spend more time in the city centre as a part of their journey. There is also large group of visitors coming to Stavanger solely in connection with special events, concerts and festivals. This is also a potential group of people that may be offered several attractions in the city centre and region in relation to the particular event.
From pitstop to a destination
«Stavanger oil city» is also generating a large group of people that on a show can be categorized as tourists in the city. These people can be seen as » under-cover tourists. They are often people who live here only for a limited period, as many times could not experience all of the amenities and attractions the city has to offer.
Parent topic: How can Stavanger city attract visitors over a longer period and change from being a pitstop to become a destination? The working group agreed that to get Stavanger to be highly competitive with other cities to attract tourists, it is important that the city has a distinct identity based on something distinctive. The city needs will entertained visitors to seem welcoming and adventurous. When people come and visit the city it must be transparent so it is easy to find the attractions also a place that it is possible to walk in to explore.
Another main focus is a tendency that occurs within the tourism and experience economy. Tourists have increasingly focused on getting as much as possible of the local culture and traditions. And besides tourists there is a great potential in thinking the locals as tourists in their own city.
The shopping city
The strategy for the shopping city of Stavanger is based on the existing urban structure and focuses on strengthening the structure by developing a zoning with strong various identities. The zones are defined with a clear message about what you get out of products and experiences. In this way the city is perceived trade more effectively and address clearly to the various users’ needs and interests. It will also provide future city a distinct brand through the various strengths zones. In combination with the new zones it will pave the way for different types of new trading concepts related to the zone’s identity.
Commercial labyrinth – a historic and cosy commercial area. Service route – the area that offer efficient access to functions connected to the service (hotels, educational institutions, government agencies, banks , etc. ) Creative East – the post-industrial area with the established creative environment along the waterfront in Storhaug.