´s-HERTOGENBOSCH, Netherlands
Brief general information on ´s-HERTOGENBOSCH :
Until 1629, when Frederik Hendrik conquered the city, it was presumed inconvincible, that is why it was called in popular speech “Swamp Dragon”. The city was established in about 1200 of inhabitants. Nowadays the number of inhabitants is still growing.
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‘s-Hertogenbosch is a walled town.
(First wall was build in the 12th century with expansions in 14th and 16th century.
Contemporary additions make visitors experience the walls. Different aspects are emphasized - ecology/water/tourism/public space etc). -
Vivid city centre where people meet. Tourists are attracted by St. Johns Cathedral and boat trips on city river Binnendieze
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Many events in the open air are organized (Music/sports/theater etc.)
Icon of the city:
St.Johns Cathedral.
But the city provides inhabitants and visitors with an interesting mix of cultural history and vital, modern city.
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Provincial capital with a healthy climate for establishment of new enterprises. f.e.: 95.000 jobs/ 135.000 inhabitants.
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Perfect facilities for topsport. To illustrate: Yoeri van Gelder- WC gymnastics /“Lord of the rings” is training in ’s-Hertogenbosch. Many (international) successes for the man’s as well as the ladies hockey team and mens basketball team.
The rich cultural history is one of the important layers of the cities’ value. Museums for modern arts, ceramics and city history are established in the city. Different exhibitions from a diversity of artists are organized and the establishment of the “Verkadefabriek” – old factory rebuild as cultural centre – provides (experimental) theatre, music, cabaret etc.
Notes:
The development of the cultural life took place since the 80’s. Improvements and changes will be made through the years. F.e. studies are made for fortifications information centres
3-5 advantages of the city : the hard cultural potentials or values
e.g. cultural heritage, fortress elements that are left (see ‘Fortress as a Corset’), important old buildings,
Throughout the years the fortifications of ‘s-Hertogenbosch defended the city against attacks from outside, from people as well as water. After the abolition of the fortifications law in 1874 the city walls were kept intact as they had a damming function.. Nowadays the walls are representing a clear historic mark between the old inner-city and the new area’s that were build in the 20 century to enlarge the city.
Notes :
The city walls were neglected for many years. As they needed to be restored to keep their damming function, a development plan for the fortifications was made in 1998.
The fortifications development plan will be until 2012 (at least)
3-5 disadvantages of the city, when talking about soft potentials or values (people and their habits)
The inhabitants of ’s-Hertogenbosch are not yet aware of their cultural heritage. Over the last years we tried to attract their attention to the city walls by realizing different restoration projects with contemporary influences. The inhabitants were, as much as possible, involved in the plans for this restoration. Unfortunately there are still some districts in the city where people show no interest in the fortifications project although we do our utmost to involve them in the process.
Notes:
It is an utopia to get all people involved. We try, by developing the fortifications, to let people experience and recognize their heritage.
By organizing events at the ramparts and involve people in the processes concerning the restoration project we will increase their interest.
3-5 disadvantages of the city, when talking about the hard potentials or values
(buildings, urban tissue, artworks, traffic, etc.)
In the 70’s the development of the city was not adjusted to the historical inner city. For this reason we still have to deal with a heritage in building and scale that influences the accessibility of the historical city centre. Issues as parking/no parking in city centre – development of underground car parks- are discussed. Because of the high land prices it is hard for starters and seniors to realize adequate housing
City strategies regarding identity / image of the city:
Which are the strategies of the local government to increase the city’s identity :
(building a positive relationship of the citizens to their city, making people aware of the advantages and disadvantages)
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’s-Hertogenbosch has chosen the slogan “’s-Hertogenbosch = getting together” for city promotion. A marketing strategy was developed not only for visitors of the city, but also for it’s inhabitants.
Notes : Broad interest however, not yet very powerful. -
Participation in large European sporting events (f. e. Start of Tour de France in 1996)
Notes : Lots of positive reactions/promotion for the city. Continue events/organization of new event on the ramparts -
Participation in European cooperation projects.
Notes: Positive reactions and extra funding for local investments
Has your local government ever developed strategies to increase Europe’s identity ?
(building a positive relationship of the citizens to Europe, making people aware of the advantages and disadvantages) :
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Acting actively in European structural funds programmes, active partner search for new projects.
Notes: We are very successful in 5 Interreg projects and are working on new projects -
Establishment of Taskforce Europe to get a clear view at European laws and rules.
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Development of a Position Paper on the new structure funds programme (2007-2014)
Has your local government ever developed strategies to increase the city’s image ?
letting other citizens of Europe know your advantages and disadvantages (marketing activities of the city, common projects focused on making the name of your city known, creating a new visual style of tourist materials).
1. Development of city promotion movie.
2. Twinnings with towns in Germany (Trier) and Belgium (Leuven)
Notes : There are many cultural exchanges between these cities.
The exchange is on the level of NGO’s en volunteers. The cities could be more involved.
The movie shows in a few minutes the completeness of the city of ‘s-Hertogenbosch. You are invited to visit or even live in the city because the city can provide your wishes.
The movie shows that ‘s-Hertogenbosch is a city where people get together in different fields, for business and pleasure, for living and recreation. The overall message of the movies is that a city is not vivid and certainly unable to bind people unless it can provide a mix of sports facilities, cultural history, economics and festivities.
Image of the movie is to promote the qualities of the city throughout the centuries.
Place/ location of the project : ´s-Hertogenbosch, Netherlands
The movie was produces at the end of 2004
The movie is still used. It even was put on at
www.s-hertogenbosch.nl at June 2006
Field of the project / hard cultural values : (physical surroundings) :
- Urban renewal
- Architectural design
- Art
- Conservation
- Restoration
- Other = Tourism
Field of the project / soft cultural values : (people and activities) :
- History
- Cultural heritage
- Sports
- Tourism
- Economics
Scale of the project :
- International,
- national,
- regional,
- whole city,
Type of project:
- Inspiration
- Inform, education
- Activity, like festival
- PR, recreation, and attraction
Main objective(s) / goals of the project :
The objectives to make the movie were to create an overall city promotion product that would be applicable to a broad range of (promotion) activities.
‘s-Hertogenbosch = getting together – That is the slogan of a broad advertising campaign.
Throughout the years the city was communicated with this slogan to underline it’s friendly and welcoming image.
All activities from different departments of the city council were introduced with this slogan.
All communication products were made in the same style and wear the same slogan.
Many brochures were developed for all departments of the city council, tourism activities, internet and all contacts with the media and all communication products use the same sentence
“’s-Hertogenbosch = getting together
Milestones or/and (expected) results, design, or/and decision of the project :
As the movie appears to be very useful in many situations, we are happy to dispose of this product. However, it is not possible to connect the improvement of numbers of visitors or newly established companies with the city promotion movie. Unfortunately, no research is done to check the results.
Individual activities / partial steps undertaken for obtaining the goals of the project :
The city promotion movie ‘s-Hertogenbosch = getting together “ is a modern version of a city promotion movie made in 1994.
It is a new concept, applicable to many target groups (individuals, groups as well as companies) in 4 languages (Dutch, English, German, French).
With information, provided by the city promotion department of ‘s-Hertogenbosch city council, a script was made.
The movie is sent to companies that consider to establish in ‘s-Hertogenbosch and handed to all interested parties f.e. representatives of other historical cities, companies, schools, and at the start of events and symposia held in the city.
Different people and parties involved in the project and their roles :
Local government : Initiating the movie with cooperation of various city council departments
Level of the institutional / multidiscipline collaboration on this project :
The movie was developed one-sided. The communications department of the city initiated the production of the movie as part of the communications strategie.
Evaluation in general :
As we have many ways to promote the city (events, national and international cooperation projects in different fields etc.) it is not possible to declare the movie to be the cause of the improvement on numbers of visitors and companies that establish in ‘s-Hertogenbosch.
We do not make specific investigations to the results of the movie but we certainly plan to do so in future, when new products are developed.
Future development :
We are happy to dispose of a city promotion movie however, its advantages are disadvantages at the same time. The movie is applicable to many purposes and target groups but for that reason the movie can not serve specific target groups. The content of the movie is too shallow for people who are specifically interested in a subject (f.e. fortifications)
We consider creating a different set up with navigation possibilities to special subjects, so the movie can be adjusted to the targetgroup.
SUMMARY :
Please, have a look at our city promotion movie
at: www.s-hertogenbosch.nl
Contact :
Mrs. Moniek de Nijs
Gemeente ‘s-Hertogenbosch
tel. 034 73 6159667
e-mail : mnij@s-hertogenbosch.nl
