Landvestors how citizens and companies (could) invest in our landscapes - Vereniging Deltametropool
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COLOFON Research & design Lea Soret, Ana Luisa Moura & Merten Nefs Vereniging Deltametropool Case contacts Joost Hagens & Anneke van Mispelaar Bureau Buiten Wes Korrel Boeren van Amstel Gilmee Davids Verstegen Spices & Sauces B.V. Willemijn de Iongh Commonland Matthijs Boeschoten Wij.land Eline Van de Veen Seats4Silence Participants online expertmeeting (subscribed) Danielle van den Berg Marijn Bos Bertus Cornelissen Roos van der Deijl Paul Gerretsen Joost Hagens Hans Heupink Damo Holt Harma Horlings David Kloet Gerben Kok Wes Korrel Willemijn de Longh Tyora van der Meulen Frank van Mil Ana Luisa Moura Merten Nefs Leo Pols Jos Rademakers Paul Roncken Kjell Schmidt Arjen Simons Martine Sluijs Lea Soret Mieke Span Livina Tummers Eline van de Veen Peter van Veelen Landvestors October 1st, 2020 Isbn: 9789076630533 84 pages full-colour 75 copies and interactive pdf Contents can be used under Creative Commons license BY-SA www.deltametropool.nl
Landvestors 11 Introduction 13 Learning from earlier work 15 Looking for Landvestors 17 Reflection Case studies Contents 19 21 Learning from Rhein-Main Opportunities for landvestors 25 Grand reveal Case studies: donations 31 The Bentway Park 35 Peninsula Open Space Trust 39 Regionalpark Rhein Main 43 Wij.Land 47 Landpark Assisië Case studies: crowdfunding 53 Seats4Silence 57 Smaakpark 61 Land van Ons Case studies: business model 67 Arctic Paper 71 Boeren Van Amstel 75 Verstegen Spices & Sauces B.V. 79 Park-inclusive development
“Bangka is an island in Indonesia, between Sumatra and Borneo. The hills behind the harbor town of Muntok have the ideal climate for the production of white pepper: the culinary sister of the black pepper. It is not without reason that the white pepper originally comes from there. Behind the hills, the sustainable production process is already starting. We work with a fixed group of farmers who grow pepper for us using agroforestry” (www.verstegen.eu) Verstegen’s program ReNature combines innovative farming with ecological goals. Farmers acquire knowledge on how to link the natural balance of the rainforest with their cultivation methods while also assuring a higher income. Verstegen Spices and Sauces - Bangka Indonesia Photo: www.verstegen.eu 4
Natur-Park Südgelände: Art, Nature, Technology In the Berlin district of Tempelhof, a former railways shunting yard has been turned into a unique natural landscape while retaining striking relics of the steam train era. After the railyard closed, a "primeval forest" grew upon the 18-hectare site. It was the actions of many engaged citizens and financial support from the Allianz Umweltstiftung (environmental foundation) that enabled this ‘enchanted place’ to be opened to the public. EXPO 2000 declared the Natur-Park to be a "worldwide project". The maintenance plan of the park is based on an interesting model, a very affordable pay-per-use system. Visitors can pay €1 upon entry, or take a yearly pass of €30. Read more: www.gruen-berlin.de Schönefelder Südgelände Photo: Micharl, Fickr Creative Commons, 2015 6
Landgoed Kasteel Lunenburg. Photo: Dirk-Jan Kraan Festival Mañana Mañana 2015. Photo: Marco Derksen 8
Landgoed Duin & Kruidberg, restaurant and event location. Photo: Martha de Jong- Lantink Many privately developed landscapes in the Netherlands are rural estates, which had their boom period in the 17th century. Today, these early ‘Landvestment’ projects often perform a cultural role in Dutch society, or function as attractive leisure environments, accessible for all. Are new innovative types of 21st century estates imagineable, with new social purposes, different styles and other corporate or cooperative forms of landscape financing? 9
“In the Netherlands, everyone expects two things to be always free of charge: the weather and the landscape.” – Nicole Hoven, Vereniging Natuurmonumenten “Our man-made delta landscape is unique, as is the habit of negotiating and collaborating with partners about the landscape. What’s tough in the Netherlands, is the number and complexity of actors, plans and legislation. We should take landscape restoration and recreation as paid services seriously.” – Willem Ferwerda, Commonland “Large companies have budgets for corporate social responsibility (CSR), but many are still looking for fitting projects. Preferably something sustainable or a social activity focused on their own employees.” – Laurens Kok, Westholland foreign investment agency (Quotes from the publication Spot On, 2017) ‘Samen voor leefbare landschappen’. Website ‘Wij.Land’, Still from video 10
‘Boeren Wes en Kasper’. Website ‘Boeren van Amstel’, Still from video Introduction Increasingly, governments come to the conclusion they cannot bear the financial burden of landscape development and maintenance by themselves. At the same time, private landscape initiatives by companies and citizen collectives are mushrooming in many places. Welcome to the age of Landvestors. Learning from best practices economy, and sharing experiences forms of financing are relevant for This is a time of growing interests have been the motivations for the Dutch context? How do the and ambitions regarding the Dutch our program ‘Landschap als funding mechanisms work and how landscape, also when it comes Vestigingsvoorwaarde’, including can Dutch stakeholders start to use to Dutch politics and planning. publications such as Blind Spot, a them? And how does our relationship Apart from visions and designs, lively Community of Practice (CoP) with the landscape change, when these ambitions also require and events such as the Landscape we pay for it privately instead of funds. Investing in the landscape Triennial (more information on www. collectively? is high on the agenda because of deltametropool.nl). climate change, preservation of The 12 practices are divided in three cultural history, the stimulation of Donation, crowdfunding or categories: donation, crowdfunding healthy living and a good economic business model and business model. For each, establishment climate. With financial support by the the financial model is sketched, a Dutch landscape initiatives, public Creative Industries Fund, the map is drawn and key information or private, can learn from each Landvestors project realizes a is gathered. Lessons learned, other’s financing practice as well quickscan of emerging forms of non- reflections on the potential of each as from good examples in other government landscape financing. case to be scaled up in the Dutch countries. Despite the tradition To promote crossovers between context, as well as the results of of privately funded estates in the spatial/landscape design and the the expertmeeting (July 2020) are 17th century, the Netherlands is not economic and financial disciplines, combined in this compact handbook very experienced when it comes we illustrate lessons learned from for landvestors. to contemporary ways of private foreign and Dutch practices, and financing of landscape. Exploring discuss these with landscape and the crossover of landscape and financial professionals. Which 11
Worldwide urban regions experience the pressure of urbanisation, climate change and intensive agriculture on their landscape. Simultaneously, regions start to acknowledge the importance of a vital and attractive landscape as a key success factor in the global battle for talent (see publication Blind Spot - Metropolitan Landscape in the Global Battle for Talent). The question is how to combine these increasing sustainability transitions with internal metropolitan demands, without loss of existing landscape qualities. Source: www.landschapstriennale.com Sugar Beach, Toronto. Photo: Merten Nefs 12
Learning from earlier work The changing position of the Dutch landscape, and the ways it can be paid for, has been receiving increased attention since the late 2000s, when the decentralization of landscape responsibilities by the government kicked in. Let’s revisit a few examples, by KPMG, Bureau Buiten, Ecorys, Metropolitan Region of Amsterdam, Rebel Group, Popup City, Wageningen UR and Task Force Financiering Landschap Nederland. How much money do Dutch - their intrinsic value, ecosystem impact by investing in landscape landscapes need? services, health benefits and projects in the region. A similar The European Landscape Convention multiplier effects on the built approach is thinkable with regard (2000) decided that any area made environment - are worth many to CO2 emissions: a new taxation or experienced by people can be times the cost. To cut a long story system could nudge stakeholders called landscapes. The question short, landscapes have a cost, let’s towards landscape investments. of how much a landscape costs, estimate it on a €1.000 per person therefore depends on the actual area per year, which is many times worth 3. Landscape funds, with at hand, what we intend to do there, the effort. The problem is however, contributions by companies and and for how long. In 2010, KPMG that governments don’t receive most citizens in the region. Examples used a model to calculate the costs of these mentioned benefits in cash, of such funds are VSB-fund and of restoration and management of and have increasing difficulty to pay Droomfonds (by Postcode Loterij). designated national and provincial the landscape bills. This is merely a Another option is individual landscapes in the Netherlands: €1,7 political problem, one could rightfully investment by companies in billion for the period 2011-2020. This argue. But in the meantime, why landscape projects, motivated by sum did not include investment in wouldn’t we look at large companies, ethics, good publicity, goodwill, a large nature reserves (Natura 2000). home owners and other stakeholders smart business model, or Corporate In 2019, Bureau Buiten calculated who clearly benefit from the Social Responsibility. that desired landscape investments landscape? in the Metropolitan Region As the first two options have to be Amsterdam (MRA) alone, might have Alternative funding of landscapes enforced by law, only option 3 can a cost of €2 billion between 2020- As many landscape benefits do not be considerd genuine voluntary 2040. This time, the yearly landscape generate cash flows, so we need to private landscape investment. Tyora maintenance/management costs look for existing cash flows and bend Vermeulen (landscape legal advisor were not included. In both cases, the those towards the landscape. There at IPO) has mentioned that the new current landscape financing is not are several options that concern Environmental Act of the Netherlands sufficient. private initiative: will increase the possibilities to demand private sector contributions “Landschap Verdient Beter”, a 1. Re-distributing funds from to landscape in for example housing report by Task Force Financiering spatial developments that projects, or financial compensation Landschap Nederland (2008), drew generate large cash flows, such for negative impacts. Public as well attention to the Dutch cultural as housing (Wageningen UR, as private money, from investors landscape, traditionally maintained 2018), infrastructure works and for example, can be sources for by private initiative - farmers. The sustainable energy projects. landscape funds. Additionally, she yearly amount needed to maintain Experts praise the potential of this states, “local governments should this (agri)cultural landscape, option, but emphasize that the right get rid of the taboos and learn to around €600 million per year, was scale (regional/local) and timing earn a profit and create other values estimated too big to be paid by (before the permits!) is important from landscape qualities and related private initiatives. The researchers (Bureau Buiten, 2019). Landscape services, to pay for maintenance suggest to build a system of public unfortunately is not the only sector or development.” Examples are instruments for organizing and eyeballing these cash flows, so there educational and leisure activities, supporting private initiatives, so that is competition ahead. sports events and information these together could also generate products. landscape benefits for all. 2. Compensation. Activities with a negative environmental impact, such Many regions, such as the On the other side of the balance as airports and other infrastructure, Metropolitan Region Amsterdam, sheet, the benefits of landscapes can by law be forced to offset this come to the conclusion that they 13
need to involve private initiative in the landscape. It turns out that in References the creation of a landscape fund. Yet, The Netherlands, donations have Bureau Buiten (2019) Geld en they ask themselves which types of dropped in the economic crisis, but opgaven voor het MRA landschap financing would be appropriate for have increased again since (Ecorys, their situation, which regions they 2018). For Dutch land trusts such Ecorys (2018) Investeringen en could learn from, and what (not) to do as Natuurmonumenten, it has beheer van het landelijk gebied in in terms of (fiscal) legislation (MRA, become more difficult to attract new de MRA 2018). members, while their steady income from the Postcodeloterij is possibly KPMG (2010) Duurzame Rebel Group proposes to use better threatened when online gambling is financiering van landschap the existing financing instruments, legalized in 2020. such as the User Tax to make those MRA (2018) Het metropolitan who use the landscape pay for it. Many financial and legal instruments landschap als metropolitane opgave And to develop innovative new have been explored and discussed instruments, such as Social Impact over the years, but they prove hard Popup City (2016) Merkstedenbouw Bonds, through which those who to put into practice. Landvestors benefit can invest in the services starts at the other end, learning Rebel Group (2019) Meer doen. and qualities they enjoy; or so- from good practices on the ground, Meer samen doen. Hoe betalen we called Budget Ladders, or Area and reflecting on how they have betere en mooiere gebieden Development Zones (Rebel, 2020). done it. We hope this approach will Other ideas concern large investment bring landscape planning/design Task Force Financiering Landschap organizations such as pension funds professionals and the financial/legal Nederland (2008) Landschap and health assurance companies. disciplines closer together. Verdient Beter Most of these ideas, however, have not been put into practice yet. Tyora van der Meulen (2019) Presentatie Financiering van Reasons to focus on private Landschap en Natuur initiatives There are convincing reasons to Wageningen UR (2018) Groei keep spending the taxpayer’s money versus groen. Drie casestudy’s over on landscape, because basically de waarde van het stadsgroen in we all benefit from it. But there are Amsterdam also reasons – other than political problems - to start looking for private funding. The benefits of the landscape are widely, but not equally, spread. It seems only fair that a business that capitalizes on attractive landscapes, such as tourism, pays more. Or what about the financial or high-tech sectors, which thrive on talented workers who would leave if the quality of the Dutch living environment declined. Or compare a home owner on the edge of a national park, compared to a dweller on a rental flat far from attractive landscapes. Making room for private initiative in landscape development can also stimulate creativity, responsibility and flexibility of private stakeholders, and (under the right circumstances) make landscape development more democratic. Although it is necessary to keep checks and balances on the influence of stakeholders (Popup City, 2016): “The public domain is not meant to be a three-dimensional billboard.” Donations and crowdfunding are often mentioned as powerful instruments to help finance all kinds of societal goals, such as 14
Looking for Landvestors We have looked for diverse practices Of each case, we have gathered some in The Netherlands and abroad, not basic information regarding surface to copy, but to discuss and learn area, type of landscape, investment from designers, landscape planners, model, timeline, stakeholders entrepreneurs and financial or and their intrinsic motivations. In legal experts. Several people in interviews we obtained additional the Deltametropolis Association in-depth information. The 12 cases network have suggested cases for are presented in three categories the research. Three questions have of financing: Donations, Crowd guided the selection and quick scan funding and Business Models. We of the cases: have mapped their operations in the landscape, graphically represented Which forms of financing are their financial models, looked at their relevant for the Dutch context? timelines, studied the stakeholders as well as their narratives and How do the funding mechanisms ambitions. For each case we summed work and how can Dutch up lessons learned and potential stakeholders start to use them? to scale up in the Netherlands. The material is presented and compared And how does our relationship as concise, transparent and visually with the landscape change, when as possible in the following chapters. we pay for it privately instead of collectively? overview case studies Park-Inclusive Development Land van Ons Landpark Assisië Boeren van Amstel Seats4Silence Arctic Paper Munkedal SmaakPark Wij.L and Rhein-Main Regional Park The Bentway Park Peninsula Open Space Trust Verstegen Spices & Sauces B.V.: Bangka business model crowdfunding donations 15
Comparing landvestor initiatives: scale geographic reach and investment nt me Seats4Silence lop ve de ive La nd lus inc va n rk- . On B.V Pa s s u ce & Sa La es nd pa pic rk enS As e g sis rst ië Ve L M S Rhein-Main Park Smaakpark l Pe m ste nin su a nA la Op nv en ere Sp Bo a ce Tru st W er ij.L ap an cP Bentway Park d cti Ar Legenda: business model crowdfunding donations geographical reach scale of investment Geographic reach S: local. singular site, singular initiative Scale of investment S: project basis, one time investment on one location M: regional. Landscape development and protection linked to M: program basis, investment embedded on a wider a S: local. singular site, singular initiative particular programs or thematic agreements, such as co2 compensation, sustainable agriculture pilots or regional S: project basis, one time investment on one location socioeconomic goal and therefore matching other budgetary agendas (public and/or private): sustainable agriculture, identity strategies. restoring biodiversity, assuring air or soil quality M:L: network regional. of smallLandscape development to medium sites with comparable and protection M:commitment L: strategy basis, long term program basis, between investment public and embedded on a wider linked to particular characteristics programs that aims at growing orinthematic by mimesis order to agreements, a socioeconomic private stakeholders. Landscape goal and therefore matching other as shared asset for both reach a regional or national scale. It’s a systemic strategy and private investment/marketing and matters of public interest such as co2 the concept compensation, is applicable sustainable agriculture to other sites or countries. budgetary such as healthy urbanization and regional agendas attractiveness.(public and/or private): sustainable pilots or regional identity strategies. agriculture, restoring biodiversity, assuring air or soil quality L: network of small to medium sites with comparable characteristics that aims at growing by mimesis L: strategy basis, long term commitment between in order to reach a regional or national scale. It’s a public and private stakeholders. Landscape as shared systemic strategy and the concept is applicable to other asset for both private investment/marketing and sites or countries. matters of public interest such as healthy urbanization and regional attractiveness. 16
Comparing landvestor initiatives: values Donations Business model Crowdfunding A - landscape ambitions first B - landscape oriented solutions C - local versus global: solutions and stakeholders D - transparency of agreements E - level of shared interests between stakeholders Reflection From each of the 12 landvestor smaller impact, while multinational investment. Often, these will run practices, specific inspiration and companies need to make practical into difficulties regarding the legal lessons can be drawn. Regarding choices besides their good or planning context, or insecurity them as a group, we make three intentions but have a huge impact of finances in the startup phase. generic observations. with anything they change in their Governments can stimulate private business. In other words, it’s OK landscape investment initiatives by 1. Vision and values first to make trade-offs, but in most making the right (fiscal) laws and The most successful private initiatives, a better discussion creating financial incentives. Or landscape investment initiatives would be helpful regarding what they can embed private landscape have a very clear communication can be expected from which kind of investment in larger landscape regarding their principles and stakeholder, and to determine when development plans and area funds. aims, and how they want to we’re looking at greenwashing or a Private initiatives aim for healthy achieve them. Values that are often genuine contribution. Meanwhile, the urban living, sustainable agriculture mentioned are quantitative and government needs to keep showing and other goals that fit perfectly in qualitative ambitions for landscape the good example, like it did in Room governmental policies for landscape development, landscape or ecology for the River, where investment and environment. Banks and other oriented solutions, local versus for water safety was combined financial institutions can help out global stakeholders, transparency with landscape development and by establishing landscape-friendly and consistently shared interests recreational routes. products, such as green loans and throughout the initiative and its mortgages. Large institutions also stakeholders. 3. Institutions can realize the have the influence to demand better potential quality of (agricultural) products and 2. Trade-offs are key Citizens and companies are able working conditions. Individuals can afford high levels to come up with attractive and of idealism, but have usually a innovative concepts for landscape 17
“The more you want money from the private sector, the more you have to invest into marketing and emotion. It is very important to picture your ideas, to translate landscape and its benefits for your target group”. - Kjell Schmidt, director RegionalPark RheinMain RegionalPark RheinMain bike ride. Photo: List_84, Flickr CC, 2013 18
Learning from Rhein-Main During the Landvestors expert meeting, online on July 16th 2020, director Kjell Schmidt shared his experience on private investments in Regionalpark Rhein-Main. Dutch landscape development experts engaged in a discussion with Schmidt about the lessons for the Netherlands. The Regionalpark Rhein-Main is Park history and setup the park as a soft location factor, is a relevant mirror for the Dutch From what we heard, Regionalpark among these sponsors. landscape. Like many parts of The Rhein-Main is no crucial element to As a comparison, the Recreation Netherlands, the German state of Frankfurt’s identity, in the way the Boards in the U16 region yearly Hessen is highly urbanized and peat meadows are to Amsterdam. collect about €3 million to perform fragmented by infrastructures. The Nevertheless, the park provides similar tasks, but don’t work with the state has come to the conclusion important leisure space for the large park perimeter that Rhein-Main that the quality of the living urban agglomeration. In a growing has. environment has become a crucial region where each square meter is assett in the competition with other counted on twice, this is of great The pragmatic role of FraPort regions, and that makes landscape value. Increasing the quality and The airport has been a stakeholder a relevant economic location factor, the use of the area were the main of the park since 2006, “to give according to Schmidt. In size, the reasons for founding the park. Most something back to the region” that is Frankfurt region and the park are of the efforts go to development of impacted by noise and air pollution about the size of the U16 (the region leisure infrastructure, landscape art related to air traffic. Their voluntary of Utrecht). The impact of Frankfurt and architecture, information, routes, contribution makes sense, since the airport on the quality of life and visitor centers and access points. airport depends on the quality of the economy is comparable to The park boundaries function as a the business climate in and around Schiphol in the Randstad. FraPort, greenbelt, which avoids urban sprawl. Frankfurt, and with 51% of shares the airport operations company The park is run by a lean non-profit owned by the state of Hessen, and largest sponsor of the regional company with a staff of seven. The public goals are not strange to the park, has announced that they will shareholders generate the yearly company. The airport constructed a stop investing in 2021. What can budget of €2,5 million. In 2020 new runway in 2011, which required we learn from Regionalpark Rhein- municipalities contribute €1,5 a public ‘license to operate’. There Main? million, FraPort €400.000, the is however also a strong personal Regionalverband €250.000, Hessen touch involved in the sponsoring of €150.000 and other sponsors the park. After the former FraPort account for the remaining €200.000. director left in 2017, the park was A club of 400 companies, who see soon informed that the company would stop funding in 2021. Schmidt warns not to be naive when dealing with large companies such as FraPort, but also not to discard their contributions too easily as ‘greenwashing’. Such companies play an important role in the regional economy (FraPort is one of Hessen’s largest private employers), and it Case studies is right to safeguard its strategic interests in the area. From 2006 until 2019, FraPort spent €17 million on the Regional Park, even though their yearly amount has been decreasing. Their new terminal building project already obtained all permissions, so that is no incentive to remain a shareholder. The outlook of FraPort has become more international over the last few Buitenschot Park, near Schipol Airport. Website: H+N+S Landschapsarchitecten 19
years, The company has invested in but at the same time Rhein Main The experts observed that the many airports abroad (especially in is lucky to have larger budgets for agricultural and natural qualities Greece). This focus away from the landscape than most other regional of the park seem to be of less German region could also explain parks in Germany. The economic importance in the presentation. why they’re stopping their support to success of the region has the Why not invest in the landscape as a the park in 2021. Fortunately, Hessen additional side effect that it increases robust performative system of large will compensate the loss of income. the development pressure of for natural and agricultural areas? As a comparison, the Dutch Schipol instance business estates, which Schmidt explains that the park Fund collected €30 million over a could challenge the park perimeter. does work on biodiversity, nature, period of six years, but only a part of sustainability and other goals, but this amount was spent on landscape Schmidt emphasizes the importance tries to approach them through the projects. of chosing a clear goal as a lense of public use and values of the government, and being the first park. Discussion to allocate investments to show An expert of South-Holland is companies that you’re serious and Some experts are curious about the enthousiastic about Rhein-Main that there is no risk if they decide to number of farms in the park and the and sees parallels with the Port of match the public investment with a willingness of farmers to operate Rotterdam, Getijdenpark, Dunea private investment of their own. Good within a park context, perhaps in and National Park Hollandse Duinen, communication and marketing of the the way Barcelona and Milan have as well as the Recreation Boards. park project is key, appealing to many an ‘agricultural park’. The relation Utrecht has also interesting initiatives values including the emotional and with farmers was challenging at to share and compare, such as identitarian. first, Schmidt explains. Small and Parkinclusive Development in and One expert wonders if the Rhein- part-time farmers in the park area around National Park Heuvelrug. Main park organisation has a however turned out to be very Some of the experts mentioned strategic position for research and interested in teaching and engaging that despite the good practice of education, for example ‘living labs or people in agricultural practice and the airport sponsoring Regionalpark nature/food awareness programs. nature conservation. This ended up Rhein-Main, the numbers are still At the moment, the park has two being the shared interest with the limited compared to the large profits research projects, one focused on agenda of the park. that these companies make. Schmidt agriculture (CityZen), and one about acknowledges that this is the case, sustainable tourism (NaToutHuKi). —— “Money goes where money is! Public spending remains a key element in stimulating private spending on landscape, even when you try to get private contributions. Because landscape, as a public good, is expected to be a public Job.” - Kjell Schmidt Regionalpark RheinMain. Website Hessen-tourismus.de 20
Opportunities for landvestors After the discussion on Regionalpark Rhein-Main, about 30 experts in the area of landscape design, development and financing, both from governments and the private sector, joined three case-oriented breakout sessions. They assessed the opportunities of donations, crowdfunding and business models. Which of these options has the most potential for the Dutch landscape? In the breakout sessions, the 12 Donations cases of landvestors, also present in Donating is owning. This feeling of A donation process also calls for a the second half of this publication, (shared) ownership is a crucial part, very precise selection of the target were discussed, compared and and the main motive for people to group. Arjen Simons (Brabants put into context. New inspiring want to contribute, Mieke Span Landschap) is in doubt, wether examples were gathered and (City of Utrecht) explains. Therefore, donation is the right way to finance experiences shared. donations should be explicit in his type and scale of landscape the communication regarding the developments, through the group of The majority of the experts is forms of ownership. Besides the friends and users. trying to be a landvestor, sees great potential of donation, she Philantropy has an archaic image landvestment as a good way to also has the experience that, in the in the Netherlands, despite iconic improve landscape quality, and case of fundraising for landscape examples of Philips in Eindhoven regards a combination of donations, development and maintenance, the and the port tycoons of Rotterdam. crowdfunding and business models budget for the donation process is Marijn Bos (Metropolitan Region as the best way to move forward. sometimes equal to the budget for Amsterdam) discovered that there Donations and crowdfunding are the project itself. Donors, in other are still some pure philantropics nice and important, but solid public words, spend half of their money for left in the country. For example that and private business models are their own fundraising. This is rarely gentleman who bought 10 ha of necessary to get the job done. taken into account, which explains land in the Waterland area North why so many initiatives with small of Amsterdam, because he felt fundraising budgets fail. connected to it in a personal way. 21
Financial leverage over time within a landscape New Landscape Policies Investment in € 1 million hectares landscape change perverse policies – governments Restoring Combined Zone Investment & loans: regenerative companies Restoring Natural Zone grants, carbon, subsidies – private, public Landscape Partnerships - transformation Building trust & business development Grants, subsidies (
Nationaal Park Utrechtse Heuvelrug. Website: www.regio90.nl it connects people, both from the Business Model city and rural areas. Apart from the Investing in landscape as part of funding, which is sometimes limited, a business model is an attractive this potential of connecting social idea for several reasons. It not only groups is an important result of demonstrates a healthy interest of crowdfunding.” Seats4Silence, an companies in their surroundings and initiative that connects rural property community, but also breaks with owners to urban workers in need the traditional idea that landscape of a quiet workspace in a green is a cost instead of a great source of environment, shows this aspect very added values. Could business models well. help develop Dutch landscapes? In a time when urban regions Martine Sluijs emphasizes the lack experience a large growth in housing, —— “The most interesting of government funding to maintain offices and other facilities such thing about crowdfunding is National Park Heuvelrug (Utrecht). as energy production, the need that it connects people.” In the context of a yearly deficit of to connect urban dwellers to the - Bertus Cornelissen €1,5 million, investing in the park surrounding green areas is growing for the long term sounds like a as well. The Corona-crisis has luxury. Stakeholders around the park amplified this need for a green and seriously look for business models, attractive living environment even such as in the housing and recreation further. industries. Sluijs believes that only The experts emphasize the personal scaling up such business models to connection to landscapes close to the scale of the landscape unit itself the city. “If you invest as an individual will make this a success. In this area, in a project, it is your personal collaboration between a larger variety choice, demonstrating a powerful of financers and other stakeholders involvement in that landscape.” should be organized. Precisely this personal touch, Joost Hagens and Leo Pols strongly paradoxically, often makes it difficult agree, but add that in any case there to combine these projects into larger will always be a need for public programs, to scale them up and make funding of the landscape. And there them stable on the long term.” is a paradoxical effect of turning 23
Landvestors Expert Meeting, July 2020. Photo: Vereniging Deltametropool a park into a network of business system as carbon, it could motivate models including parking fees, landscape investments. restaurants and leisure: these tend Paul Gerretsen reminds that such to occupy more and more space and systems are merely an attempt to promote the idea that we need to deal with the problems we created continuously consume our landscape in the last 50 years. “We should do in order to afford it. much more and anticipate.” A big question is therefore how to As a cultural landscape, almost the organize broader partnerships, with entire Dutch territory is made for a —— “There are still some pure better cooperation and collaboration purpose, often to produce an income. philantropics in the country. among investors as well as the The side effects can no longer be [...] We should appoint an owners and users of the land. A ignored. In the 17th century, there was ambassador to gather CEOs of solid financial vehicle is needed on still a balanced mix of culture and large national companies, defying the scale of the landscape, which basic nature functions, a balance them to sign a declaration and involves different sources of private which is barely present nowadays. co-finance, with the national and public financing. Perhaps only radical change can government, a concrete plan on Landscape-inclusive urban bring us back to such a balance. If improvement of soil, biodiversity development might be another a large part of the Dutch landscape and landscape, inspired by the way to involve businesses, such were owned by the state, province or existing Deltaplans.” as real estate developers, in a municipality, public entities would - Marijn Bos landscape projects. Leo Pols, with take away the burden of the high land his colleagues at the Environmental price from farmers and stimulate Assessment Agency (PBL), works more sustainable land management. on new taxation and compensation Crowfunding initiatives such as Land models for CO2 and recently also van Ons already experiment with land nitrogen emissions. While carbon co-ownership by citizens. mostly accelerates climate change, nitrogen is responsible for unhealthy air pollution near infrastructure and ecological damage near livestock farms. If nitrogen would enter the same taxation and compensation 24
Grand reveal At the end of the expertmeeting, not a single type of landvestor is revealed as the ideal sollution for the Dutch landscape, which is desperately in need of additional funding and stewardship. Instead, experts agree that the largest potential lies in combining business models, crowdfunding and donations with existing and new public funding for the landscape. Lessons from all landvestor models, including opportunities and pitfalls, need to be taken into account to make it work. Awareness Long term and big scale Public awareness is necessary to are favorable. Companies for Besides showing the way and build up a critical mass for any example can show moral ownership performing their democratic duty in initiative of landscape development. by setting higher environmental taking care of a public good, public Communication and marketing standards of production and entities have the power to guarantee can obviously help to achieve this. supplies, investing time and money continuity of development programs Succesful examples are the OERR in community activities in the direct on the long run, and back them by tax campaign by Natuurmonumenten - surroundings and focusing Corporate payer money. Even during economic targeting children and their parents Responsibility funds towards the crises, such as the coming Corona with the idea that playing outdoors landscape. At the same time, citizens recession, governments can opt for and getting your hands dirty is can increase legal (co-)ownership landscape financing from reserves fun, and the recent crowfunding of the landscape by participating and bonds on the captital markets. campaign by Land van Ons that in land trusts, cooperatives and The work by Commonland shows went viral. Even better, however, is crowdfunding initiatives for nature that also for landscape developments the lip service of a growing group development and landscape inclusive with a private funding, longterm of politicians and CEOs, who point farming. engagement (20 years) is very at the importance of an excellent important, and over such a period a living environment and landscape, Public initiative changing mix of investors can help a for a broad concept of wealth: An important condition for these project to scale up. including both economy and quality forms of ownership is the clearly Large corporations, as we have of life. They affirm that we are all visible initiative of public entities in seen in the examples of Big Tech responsible. No leading company landscape development. On the one in the Peninsula Open Space Trust can afford to lag behind if this hand, the devestment of the national of Silicion Valley, the airport in becomes the mainstream attitude. government in landscape projects, Regionalpark RheinMain and Shell’s In this ‘new normal’, joint projects since 2010, has been an important investment in Dutch forest projects, and area funds can be more easily reason for citizens and some have their own strategic interests. As developed. A clear communicaton of companies to become landvestors. supersized landvestors, in principle the landscape development process, On the other hand, scaling up they can be a great ally. In practice and possiblities to contribute as small landvestment initiatives seems only their committment ought to be and large stake- or shareholders is a viable through strong partnerships evaluated in a larger context. Is the key to successs. with local, regional and national amount they contribute proportional governments. All experts we spoke to the positive public image and Ownership with agree that landscape, being a license to operate, tax cuts and In all three landvestor models public good, should always (partly) building permits they receive? - donations, crowdfunding and be shaped, facilitated, coordinated Experts agree that most of them business models - a sense of and developed by public entities and could easily afford to do a lot more. ownership is a crucial trigger. funds. The government is the largest Especially family-based firms, not run Ownership reflects both on the land owner, and public involvement by the shareholders, seem promising, moral side of care, engagement is necessary to represent all social since they have by nature a long- and responsibility as well as the groups of landscape users, not all term multi-generational perspective, legal side of power and control. As of whom are able to contribute as a and often a tradition of maintaining a citizen, institution or company, landvestor. Governments can also relationships with their surroundings. the awareness and sense of improve legislation to stimulate urgency as described above can landvestment and create space for a stimulate action if the conditions variety of forms of collaboration. 25
‘Boeren Wes en Kasper’. Website ‘Boeren van Amstel’, Still from video 26
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Adobe Creek, Palo Alto, California “Landscape is Corporate Identity” Blind Spot, Deltametropolis Association, 2016 The Adobe Creek in Palo Alto, California, was the inspiration of Charles Geschke and John Warnock for when they started their software company Adobe Systems in December 1982. Made from earth and organic material, ‘adobe’ was one of the earliest known building materials in the region. Based in the San Francisco Bay Area (San Jose) with over 13,000 employees worldwide, the company positions itself as a sustainable enterprise. It is among the larger contributors and supporters of the Peninsula Open Space Trust (POST), which buys and maintains land to protect the famous redwood forests and creeks in the region. This way, Adobe guarantees the quality of life for its employees in the future, as well as the preservation of the creek that gave the company its name. One of Adobe’s inventions, the PDF, has been used over 50 billion times worldwide. The company claims that a digitally signed PDF has a 91% lower ecological footprint than the same document would on paper. Photo: Dan Gregson, Fickr CC, 2011 28
Case studies: donations The Bentway Park Peninsula Open Space Trust Regionalpark Rhein Main Wij.Land Landpark Assisië 29
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donations The Bentway Park Like many cities, central Toronto had its own elevated highway project in the 1960s, the Gardiner Expressway. For decades, the residual space underneath was not used, and the experience of this historically important site was not possible. The need for park space and quality of life have become important items in the planning debate of the city since the 2000s. Since the construction of the Gardiner in 1966, the space remained off the radar until planner Ken Greenberg recognized its potential. After years of studying the space underneath the expressway, including a prestigious competition with famous design firms such as OMA, West8 and BIG, a large donation made it possible to envisage realization of the Bentway Park in a matter of years. The new innovative public space of 1,75 km long was proposed in 2015, and in 2019 it opened its doors to the city’s growing population. Rediscovering history The rhythm of the concrete columns, The area surrounding the Bentway according Greenberg, resembles Park is layered with a rich and the famous colonnade of Palmyra, important history. The site sits on “and we got that for free”. The the traces of the former shoreline Bentway Park offers activities and of Lake Ontario, once an important events throughout the whole year. junction for trade and a gathering It also includes gardens, skate trail, place for Indigenous peoples, recreational amenities, public art, including the Haundenosaunee, the special exhibitions, theater festivals, Huron-Wendat and the Metis. It is musical performances and more. also the site of the Treaty lands of the Its programming is accessible and Mississaugas of the Credit. These participatory, it aims to explore the lands are part of Fort York National site’s unique histories, features and Historic Site, which is recognized possibilities. by the Government of Canada as being of national significance, yet The organization until recently rather inaccessible in The initial phase of the park project the middle of the elevated highway covers the area from Strachan complex. Considering the great Avenue to Bathurst Street, serving potential of the area yet still to be seven local neighborhoods with explored, the philanthropists Judy more than 70.000 residents. The and Wilmot Matthews decided to park provides these communities approach the Mayor of Toronto, John with a gateway to the waterfront, Tory, with a remarkable proposition: while providing all Torontonians a $25 million donation to transform with access to important attractions the neglected land under the express and destinations of the city such way into a new central park for the as: Fort York National Historic city, designed by PUBLIC WORK. Site, Ontario Place and Exhibition Place, the Harbor front Center and the CN Tower. Today, the Bentway Bentway Park, 2015 Park is maintained, operated and programmed by the Bentway Type of organization: foundation Conservancy, a collaboration of a range of city-builders and experts Landscape focus: metropolitan including the city of Toronto, Toronto landscape, residual Waterfront, Judy and Wilmot infrastructural space Matthews (the co-founders), Ken Greenberg Consultants, PUBLIC Scale: 1,75km long WORKS, Fort York National Historic Site and Artscape. On their website, Contact: the Bentway Park affirms to be a https://www.thebentway.ca/ proud member of the High Line Network, an international network Financing model: private of projects that transform industrial donations and public subsidy infrastructure into new urban landscapes. Half of the conservancy’s budget, $4 million in 2018, comes 31
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donations The Bentway Park. Photo: Wyliepoon, Flickr CC, 2018 from start-ups operating funds, one Philantrophy in Canada is commonly can be realized within a few years. fourth from donations. The other rewarded with generous tax benefits International groups such as the fourth comes from different groups and in this case also with a model of Highline Network make it easy to such as government grants, corporate co-ownwership. The details of this learn from each other’s practice and partnerships, event rentals and public-private arrangement are not share experiences, also concerning others, as well as interest earnings. easily accessible and might be worth finances. There are many iconic and Half of the budget is being spent in exploring. historic examples to learn from, from programming, visitors’ experiences Regardless of this lack of the Promenade Plantée in Paris, and facilities, marketing and transparency the plan is a great the temporary use of the Minhocão communication, and development. example of strategic urban expressway in São Paulo, to the The other half goes to staff, development. The rediscovery of celebrated Highline in Manhattan. administration and other overhead residual spaces around, on top of, or Dutch examples of this type are costs. underneath existing infrastructure often brought about in the public can be a gamechanger. Such sphere, such as Roel Langerak Park Lessons learned places are often difficult to develop in Rotterdam, which includes a The right money at the right time viably into real estate, but provide highway flyover area. Or semi-public, in the right place: The Bentway existing structures, even roofs, for as in the case of the Hofbogen, also Park obviously shows the power of public activity in terms of sports, in Rotterdam. The Corona crisis has philanthropy to accelerate a plan for culture, open air markets, fairs and made citizens and local governments something that a city desperately leisure. “You just need to find the very aware of inner city green spaces needs and wants. In the years before space.” The Bentway shows that and opportunities to increase them. the main donation by a wealthy landscape investment projects are Joining efforts with urban climate, couple in Toronto, a crucial role was not only possible in the usual green health and recreation programs played by a city planner who had areas outside of the city, but also in can help to realize new initiatives. warm connections with the city’s places where you would least expect The role of philanthropy is not very institutions and politicians. The them. The central location provides prominent in contemporary Dutch program is a striking example of opportunities to engage various culture. An older generation of joined forces between public, semi- urban communities, also those who philanthropic funds is still financing public and private entities; it also cannot donate money, but may have current projects, for example by combines subsidies with donations some time to spend in voluntary foundations such as Verre Bergen, on both national and international activities. which spends the yearly interest level (Highline Network). revenues on 20th century gifts of port- An interesting point that we couldn’t Potential related enterprises in Rotterdam. fully figure out is how the motivations There are many residual spaces How can we find and engage the of each party get to be accomodated waiting for better use and new generation of millionaires, for in the general goal of the initiative development. With the right physical example in tech and finance? and to what extent the outcome access, societal public/private benefits public or private interests. initiative and funding, a project 33
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donations Peninsula Open Space Trust The Peninsula Open Space Trust (POST) is a donation platform that aims to buy natural land in the busy (and expensive) San Francisco Bay Area, and preserve it as a landscape network for the benefit of the different communities, the environment and the economy. Founded in 1977, POST protects over 31.500 hectares of permanent open spaces, farms and parklands in the areas of San Mateo, Santa Clara and Santa Cruz counties, in the San Francisco Greenbelt area that is very sensitive to urban sprawl. POST accepts donations from private individuals, companies, foundations and grants. Some big actors of the Silicon Valley are actively participating, such as HP, IBM, Google, Microsoft and Adobe. Apart from a green image, these companies also acknowledge the need for an attractive landscape as a location factor, in order to retain their highly contested knowledge workers. Regional collaboration from 100 cities in 9 counties, and Besides POST, many other land the State of California. For the topic trusts are active in the Bay Area. of landscape specifically, there To achieve their goals, they all also exists the Greenbelt Alliance, typically set up partnerships with which monitors construction plans both public and private parties. The and other activities that might be Peninsula Open Space Trust has incompatible with the greenbelt managed to collaborate with the function. And there is the Open National Park Service, The Coastal Space Council, which promotes the Conservancy and the U.S Fish and conservation, accessibility, routing Wildlife Service. In the private sector, and educational/leisure activities in foundations of companies such as Bay Area landscapes. The Council the Hewlett Foundation, the Silicon network maintains thousands of Valley Community and the San kilometers of routes and supervises Francisco Foundation have joined. publicly accessible parks. When it The regional planning context of was established in 1990, land trusts the entire Bay Area (population 7 and public authorities were still million) is of great importance, in struggling, so the first activities were terms of landscape, transportation, to collaborate on better financing, urbanization and greenbelt policies. making regional maps and sharing Like the Netherlands and unlike tools and innovative methods. Paris or London, the Bay Area does not have one metropolitan Today, the Open Space Council has authority. The Association of Bay members from 65 public authorities, Area Governments (ABAG) currently small land trusts and national leaders includes public representatives in the field of landscape conservation. Donation Peninsula Open Space Trust, An important capability of the land 1977 trust is to have enough liquidity at the moment when important areas of Type of organization: NGO land become available for purchase. Today, POST works on 11 project Landscape: metropolitan areas throughout the Bay Area, such landscape, greenbelt (agricultural, as farms, islands, ranches or beaches. forest, beach) These are supported by more than 6.000 donors. The publicly available Scale: +- 31.600ha financial reports state that POST’s capital and yearly budget have grown Contact: steadily in recent years. Their assets, https://openspacetrust.org/ half of which concerning investments and a third concerning land, grew Financing: private donations from $275 to $315 million between 2016 and 2019. Yearly revenue, most of which are contributions and grants and about a fifth comes from interest 35
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donations Silicon Valley. Photo: Jitze Couperus, Flickr CC, 2018 and dividends, grew from $31 to $32 Adapt the tax system to stimulate balance sheet is dwarfed. A single million. Of its budget, POST spends donation: The USA tax system allows one of those companies could easily 75% on programs, 16% on fundraising for more deduction of donations finance the entire greenbelt at once. and 9% on management and support. regarding for example land trusts. So it is clearly a matter of what we As soon as land is bought by POST, it This means that donating becomes can or should expect from private is protected. After a transition period cheaper for companies and citizens, companies in a certain context, as with the POST stewardship team the and that the government matches all consumers and inhabitants, and land is transferred to a public agency money spent on donations without what they expect from each other in for its permanent management. determining exactly on which that the regional competitive business money is spent (they trust the culture. Clichés have it that American Lessons learned donors). This is a big difference with companies and citizens donate Collaborate: preserving and the Dutch situation, where another more because their governments developing landscape structures of a type of accountability is expected don’t invest in common goods like certain scale in complex and dynamic from government spending and less landscape, and they have a more metropolitan areas is only possible opportunities are given for donations favorable tax regime to do so. This with the help of regional public and to guide landscape investment. is far too easy. California has a semi-public entities. Collaboration progressive government, both in with NGOs and other land trusts Potential terms of investing and taxation. Let’s for political and financial leverage, The numbers of the many land trusts make a comparison with the Dutch sharing of knowledge and experience, in the Bay Area are impressive at land trust Natuurmonumenten. In and agenda setting is necessary. first glance. But how can we judge 2017 individual donors raised €32 Public-private partnerships can their effectiveness and transport million to help conserve and manage create a more robust and resilient lessons to the Dutch context? The 107.000 hectares of land, while the financing for landscape. effectiveness in the Californian contribution by companies was only Combine interest: POST context is clear. At the current rate, €0,8 million. Big tech, big finance demonstrates how the conservation they will have the proposed greenbelt and big trade in the Netherlands are of natural and cultural heritage areas complete in a matter of decades. not sufficiently on board. can be combined with recreational On the other hand, if we take into and educational use of landscapes. account the accumulation of capital They also offer large companies a by big tech companies in Silicon way to invest in the local community Valley, who increase their stock value and improve their image and license by the billions each year, the POST to operate. 37
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