RHTSP: All notes on lectures & workshops
RH Setting & Process Lecture 1:
Programme of requirements:
- The PoR is a tool for architecture, information technology and product development
It includes:
- Quantitative requirements: number of campers, buildings, etc
- Technical requirements: sounds, lightning, etc
- Aesthetic requirements: desired appearance and its surroundings
A location: Top surroundings
B location: less surroundings that need compensation of facilities on park
C location: Bad location, fully depending on facilitates that park offer
Spoorstraat: Close to the station, loud trains, not that much space
Zoete Delta: Close to the station, loud trains, much space, very ugly, much space
De Faam: Close to the station, old NHTV building, Next to a park, not much space
Rijckevorsselstraat: Big green area, already activities going on
Bavelse berg: Near the high way, Big green area,
Digitparc: Big green area,
How do you find the right criteria for your PoR?
- Preferences target group: (Ages, important matters,
Knowledge of the market
Different target groups in the camper van market
Wishes and requirements of the target group
Relevant trends and developments
Why do they visit Breda?
Analysis of competitors
Reviews
BSR Model: Awareness in R&H
- Practical matters: expected infrastructure costs
- Any spatial policy obstacles
RH Setting Lecture 2:
Goal of week 3:
Convince the local council to grant planning permission for your plan of the camper van
location which is chosen
Local council/Municipality:
You show that your camper van locations fits in the policy and is benefiting Breda
- What are the local council tourist plans?
- What role does the tourist and city tax play?
You have an eye for the interests of local residents and any other stakeholders
You have taken into account all relevant spatial aspects:
- What is the current zoning plan (spatial planning)? (Bestemmings plan)
- What about expected traffic pressure?
,- Which other spatial aspects are relevant?
Why is your camper van location benefiting Breda?
What are the local council tourist plans?
- See guest lecture Breda municipality
- look at it from an economic, social, cultural, environmental and political perspective
- Breda.nl Breda/Gemeenteraad, gemeenteraadbreda.nl
- Pieces from and for the city council/ Items to be placed on the agenda
Tourists taxes
What financial benefit does the camper van park offer the municipality of breda?
What is the rate for an overnight stay?
How many overnight stays ‘produces’ the camper case?
Verodering toerismebelasting Breda
Article 4 taxable amount
1. The tax is calculated on the fee/price of the stay at the overnight accommodation
2. …
Article 5 Tax rate
Stakeholders: Everyone involved in the case, municipality, the ground owner, clients,
builders, people living nearby, locals, etc.
A stakeholder is a person/institute with some interest. Anyone who affects or is affected by
the activities of an organization.
Attention:
- Not only necessary to convince the municipality, you limit nuisance and create support
- But also: Helps to get a feasible plan
Different kind of stakeholders:
- Customers, Employees, Investors, MPs, Media, Contractors and suppliers, local authorities,
Community groups, Environmental partners, Our regulators.
Stakeholder analysis:
Step 1: Stakeholders (degree of interest, degree of power?)
- What are goals/interests’ stakeholders
Step 2: Meaning for your plan:
- What can you offer the stakeholder?
- How can the stakeholder contribute to the plan?
- What can the stakeholder mean to you (positive and negative)?
- Win-Win situation possible?
Spatial aspects: Zoning plan
- Administration of the land-use activities
- It’s a binding plan for citizens and companies but also for the authorities themselves
- The local council sets the zoning plan
- Two functions: Protect what is of value and allow something new
- Three parts:
, 1. Explanation of policy: What do we want?
2. Card with legend: Map with all functions
3. Requirements: Building rules (how much, high, wide), operating instructions (what is
allowed or not), exceptions.
Modifiying a zoning plan:
- Request to the local council
- New function (in fact a new colour)
- Exception camper case: within the present function a temporary function for 5-10 years
RH Setting lecture 3:
Use two approaches:
1. Imagineering
- turning a stay on your site into an experience: ‘What kind of feeling to evoke in guests,
with what kind of layout/design?’
2. Ensuring that the accommodation ‘functions’ properly:
- The layout/design matches the wishes of the guest
- Easy to manage and maintain
- Interior meets various conditions and interests
Imagineering:
Imagination + engineering = shaping fantasy
Disney: If you can dream it, you can make it.
Imagineering is tool for shaping new experiences
Imagineering helps you to distinguish your touchpoints from others
Why?: Supply exceeds demand
- Joining the market is easy, staying is more difficult
- Development leads to more of the same
- Consumers commit themselves more and more (social media)
- Competition is more intense than ever
- Loyalty amongst consumers crumbles
Experience:
An experience occurs when consumers become so involved that they get a lasting
impression, the event is memorable and very personal.
The consumer is touched emotionally, physically, intellectually or even spiritually. (Pine and
Gilmore)
Pre-exposure: (pre-phase, journey)
Knowledge, expectations
Direct-exposure: (meet and greet, stay, housing, facilities, TOUCHPOINTS)
Experience-> Disconfirmation or satisfaction
Post-exposure: (Say goodbye, home again)
Intention
Level of experience:
1. The experience that leads to emotion (basal): Laugh, cry, happiness
