Concept for marketing Chemnitz city centre presented
Chemnitz Wirtschaftsförderungs- und Entwicklungsgesellschaft mbH (CWE) presented a concept for intensifying city centre marketing to the city council today. An important basis for the conceptual considerations is provided by the discussion paper on the "Future of City and Retail" by the German Association of Cities, which deals with the fundamental changes in retail and the associated effects on city centres and which was introduced into the public debate last summer by its main committee as an analysis and recommendation to its members. The concept now submitted by the CWE incorporates key positions from the paper and thus follows the recommendations made by the Association of Cities and Towns.
In particular, the comprehensive involvement and linking of the city, retail, property owners and also the citizens are named by the German Association of Cities as a basic prerequisite for successful city centre development. To this end, the CWE plans to set up a brand and customer council that brings together the various interests and needs and also represents city centre marketing to the outside world.
One result of the city survey on which the paper is based was the creation of a digital umbrella brand, which primarily promotes the visibility of city centre activities and thus bundles private initiatives for customers. The CWE's concept is aimed at precisely this "Chemnitz City" umbrella brand strategy. Furthermore, an internet platform is to be set up in order to prepare and maintain all offers and combine them with cultural and tourist offers. In addition, the German Association of Cities is calling on its members to integrate economic framework conditions in terms of funding and financing, as well as to examine the existing infrastructure (public WLAN for the use of events, experience-oriented offers in public spaces) for optimisation and improvement.
The establishment of a gastro mile in Innere Klosterstraße by GGG, the creation of more visitor quality in public spaces (water feature, Jakobikirchplatz, terrace remodelling in front of the Brazil restaurant, establishment of WLAN in Innere Klosterstraße) are concrete measures that are either in the planning stage or already being implemented. To revitalise the city centre, the CWE has already succeeded in initiating a wide range of activities and investing in city marketing. Current examples of this are Rock am Kopp or the German Cycling Championships, both supported or co-organised by the CWE. The aim is to establish Chemnitz city centre as a place with a wide range of shopping opportunities and cultural experiences. The aim is to create a very high quality of stay. The aim is to achieve the longest length of stay and the highest per capita turnover of visitors in comparison with other retail and service locations in the city.
The concept makes it clear that Chemnitz city centre can only assert itself more strongly against the existing retail and service areas if the stakeholders involved develop and manage Chemnitz city centre as a brand. The range of activities aimed at establishing the "Chemnitz City" brand includes reducing vacancies, increasing retail space, creating core opening hours and extending them, a lighting concept and street cleaning through to the organisation and implementation of events.