The Venlo municipality, Entrepreneurs Association Binnenstad Venlo and the Association of Property Owners Venlo (VVEV) jointly presented the Plan Binnenstad 2030 in 2021. Now, three years later, these three parties are intensifying their cooperation with the creation of Stichting Platform Binnenstad Venlo.
This focuses on four programmes to contribute to an inner city that is still attractive for all parties (entrepreneurs, residents, tourists, day trippers) to live, work and stay in. These four are: environment, supply, customer journey plus organisation, cooperation and communication.
Programmes
Diving deeper into the four programmes, the following points are highlighted: in environment, aspects such as clean, safe, beautiful buildings and attention to greenery are central. Within the supply programme, the focus is on area profiles of certain streets and their transformation (simplifying permit procedures and financial support for property owners and entrepreneurs). Retrieved from the
area of customer journey involves marketing, mobility, city dressing (decoration) and a lively pro-
gramme (events and heritage trail). The terms organisation, cooperation and communication speak for themselves. Here, entrepreneurs are kept informed about developments or asked for an active approach in projects and working groups. All with the aim of continuing to develop the city centre in the future.
Increasing appreciation
"A good city centre contributes to a good business climate," kicked off Alderman Erwin Boom's conversation with Stan Heijsters (chairman of the entrepreneurs' association) and Marc Bartels (VVEV board member). Boom: "It's good to hear that appreciation for the Venlo shopping centre is increasing. The is pleasant to stay there. Or be it for a company drink, cultural offerings, shopping or living. That entrepreneurs in the business parks also notice. For them, it is good to know what is going to happen in the city centre in the coming years."
'Employers and their staff find a pleasant stay in their immediate living and working environment 'of great importance'
Changing downtown function
In this umbrella organisation, the municipality, entrepreneurs' association and the VVEV work together, under the watchful eye of an independent chairman. Among other things, this chairman monitors the progress of the plans and prepares the agenda. The foundation prepared both a budget and a professional objective/vision for the coming years. "Together with the other two parties, we are now pursuing a joint agenda to which all three of us contribute," Boom continued his explanation. "Think of it as an addition to the Downtown 2030 Plan. So there is even more focus on greening, cleaning, highlighting historical awareness and marketing the city centre."
Distinction between Plan 2030 and platform
According to Stan Heijsters, the Inner City Plan 2030 provides a guideline for properly implementing the 19 key points (within the four programmes) envisaged by the three parties. "Within this foundation, we determine when a key point will be implemented. Sometimes it is short term, at other times long term. Think of it as safeguarding the agenda." Bartels added: "The common goal is to future-proof the city centre, which is changing place to buy to place to be. We incorporate all developments in real estate, retail and buying behaviour into our decisions. The centre must remain attractive for entrepreneurs and property owners, but also for visitors from their own city, the region and from further afield, both nationally and internationally. That makes for a nice challenge."
Another party that benefits from the positive development of an attractive city centre are the entrepreneurs with their businesses and employees in the various business parks. "Employers and their staff find a pleasant stay in their immediate living and working environment very important," Bartels said. "Often entrepreneurs buy up properties or flats so that their employees can live there. We are there to advise. Within our VVEV are people with knowledge who can provide proper guidance."
Preserving knowledge
The municipality and property owners are working on several projects for this reason. Take the developments at the Kazernekwartier and the former auction grounds, as well as the residential tower next to the municipal office. Stan Heijsters recently attended a visit by Mona Keijzer, Minister of Housing and Spatial Planning, to Venlo. The theme here was investing in an attractive city centre. "If you keep sitting still, you are not interesting as an inner city. The is essential to keep knowledge within the region. Knowledge that comes from various parties, such as the manufacturing industry, logistics, agri-food and from students on the various campuses. This Everything is in the interest of a vital municipality, especially in view of the increasing ageing population. Who find a good job plus attractive living environment in Venlo will be more likely to settle and stay here."
'The expats contribute to the dynamism in the city and you feel that when you walk through it'
Continuous process
According to Marc Bartels, it is a continuous process with new projects each time. "And which we evaluate annually. And It is precisely this dynamism that makes us distinctive as a city compared to many other cities. What you find in Venlo, you don't see in many other places in the Netherlands. The expats contribute to the dynamism in the city and you feel that when you walk through it. Your notices by several facets: something is happening here. No, this is not an airbrush. We have a budget for which all three of us are accountable. Who want to know how we function, are always welcome at meetings. There are many dozens of entrepreneurs or property owners sitting there, from all over the country, who want to know what is going on and where we are going with this city. She believe in this dynamic."
Example
Examples all three regularly experience first-hand when showing guests or new entrepreneurs around. Bartels says with a laugh: "The board of a national organisation was recently a guest here. We showed them around several special catering establishments our city has to offer. She were amazed at the diversity and quality Venlo has to offer. At their departure, they let it be known that they would come back every year. Unfortunately, many Venlonians no longer see that themselves. Why? Because we are spoilt. There so much goes right here. And below ground level, many parties are working hard to further improve the structure for the future. Die results we will see only in a few years' time. Several parties are willing to invest in that quality boost for Venlo. She know that thanks to cooperation, one euro becomes worth three euros."
Future
A solid plan, an enthusiastic platform, but what does this mean concretely for the future? To A special acquirer has now been appointed to encourage new entrepreneurs or retail formulas to locate in the city centre. Heijsters: "This person discusses the opportunities for chain stores to establish themselves in Venlo. She submit for which properties are free or how many square metres. To on the other hand, the VVEV is renovating premises for new entrepreneurs. Furthermore, in 2025, we will present a bid book detailing what kind of businesses or formulas are needed on a particular street. By being well prepared, you can fill square metres much faster as a city. That is in the interest of entrepreneurs and property owners." Bartels stresses that local architects will be used in the process. "Also they have a feeling for their city. Besides, then the knowledge and money stays in their own city. And the property owner gets to choose which architectural firm to work with."
The first part of the city centre to receive attention is that part of Vleesstraat from Flujasplein to the former V&D premises. "We are bound to make mistakes in this development," Bartels acknowledges. "However, we will only learn from those. As said, it is an ongoing process. At least 60 historic properties have now been restored. That has been done in consultation with the municipality. She should think along about facilities, safety and parking facilities in those areas. Because here too, it is better to work together than for property owners to go it alone. So you strengthen each other. Everything is in the interest of an attractive city centre and of all parties."
Photo: Marc Bartels (VVEV board member), Stan Heijsters (chairman of the business association) and alderman Erwin Boom
www.vastgoedeigenarenvenlo.nl - www.venlo.nl - www.obvenlo.nl
Text: Rob Buchholz - Photography: Bram Becks
