Selfguiding Trail
Financing and Marketing Recommendations

1	The challenges of brownfield redevelopment cannot be financed solely by the public. PPP models and marketing communication are keys to mobilise substantial contributions from private investments.
	The REVIT project has researched the background to the reasons for developing Public-Private Partnerships as related to brownfield sites and how these may work and/or evolve, summarised in an concise report on financing techniques. The overriding issues that have been found to challenge these potential partnerships are the perceived lack of trust, insufficient information and understanding the motivation of the different parties. In order to gain a better understanding of these, the REVIT project created a ‘scenario game’ called Speculate. Once a decision has been made to invest in regenerating a brownfield site, there is thus a challenge to create a positive image for such sites. The REVIT project has investigated different methods and approaches to successfully market and promote brownfield sites from the experience of its own sites. In this publication you will find information on the research behind developing Public-Private Partnerships on Brownfield sites, how a gaming technique has been used to highlight the issues and difficulties of forging these partnerships, and lastly the approaches and methods of marketing and changing the negative image of brownfield sites. Finance PPP Marketing.pdf (4.7 MB)
2	Public private partnerships are not a target in themselves. It is one of the financing techniques for brownfield development. PPP's must have advantages for both partners, like risks sharing and bringing in mutual expertise.
	The REVIT partners ambitiously started their work on “financing techniques and public private partnerships, PPP's for brownfields regeneration.” They expected to find a general approach, that could be used all over Europe. Deloitte Consultancy made a survey study on the PPP situation for brownfields in the partner cities and countries. In their generic report “PPP and brownfield revitalization sites in Northwest Europe” Deloitte concluded, that the differences between the European countries were too big to come up with a European model for brownfield redevelopment. Nevertheless, the REVIT partners wanted to deliver expertise for future redevelopment projects. They wanted more focus on brownfields; what makes them specific in terms of financing and marketing compared to more easy development of greenfields? A more in-depth study was set up by the University Twente, resulting in the report “Financing techniques for brownfield regeneration – A practical guide”. Based on other projects, such as CABERNET, the insight grew that it should be possible to produce a 'checklist' for public and private parties to decide on PPP's. PPP and Brownfield Revitalisation Sites in North-West Europe.pdf (1.7 MB) Financing Techniques for Brownfield Regeneration - A Practical Guide.pdf (1.7 MB)
3	Both the public and the private parties must have a clear view on forehand of their own ideas and expectations. They have to know what they want, what they can do and what they cannot do.
	This turned out clearly during the 'Speculate workshop', a two-day pioneering and intensive gaming meeting. This innovative role-play workshop focused on the issues concerned with developing Public-Private Partnerships on brownfield sites. The workshop report, which is chapter 'PPP-Model approaches' of the REVIT report 'Finance-PPP-Marketing' (page 30-42) summarisies the most important results. In addition the 10 critical Success Factors, stated in the report “Financing Techniques for Brownfield Regeneration – A practical guide”, help to understand the necessity to be prepared well, before getting in the consideration process, whether to start a PPP or to develop merely private or merely public. Financing Techniques for Brownfield Regeneration - A practical guide.pdf (900 KB)
4	Transparency in the cooperation and communication throughout the whole project period is essential.
	Both private and public parties have their own role, own expertise and own culture. To be able to co-operate effectively, partners have to build on mutual trust and confidence, as the case of Hart van Zuid shows. The file contains the presentation “Brownfield Development. On the edge of public and private” held by Jan Nieuwenhuizen in course of the REVIT Marketing Event in Nantes, 2006. On the Edge of Public and Private.pdf (1.0 MB) Finance PPP Marketing.pdf (4.8 MB)
5	Private partners should be selected in an open, transparent tendering procedure via a “competitive dialogue”
	Competitive dialogue is a new kind of procurement, by which parties are allowed to negotiate about the terms, before deciding who will be selected. See State aid control and regeneration of deprived urban areas, DG Competition, Brussels, 2006-03-01 State Aid – Studies Reports Vademecum.pdf (450 KB)
6	High qualities of the private as well as the public partner to manage the complex process of brownfield redevelopment are more important than the ability to execute the various tasks itself.
	10 Critical Success Factors. Good management and governance are essential in the redevelopment process. Individual tasks can be hired, to secure sufficient expertise. Financing Techniques for Brownfield Regeneration - A practical guide.pdf (900 KB)
7	Finance is one aspect of brownfield regeneration; the “social context”, both within the project team and in the community are as important as well.
	Stakeholder Engagement Toolkit. Project leaders must be aware of the local and regional culture and circumstances, in which they operate. They must be able to handle differences. Torfaen Case Study Report.pdf (170 KB) Stuttgart Case Study Report.pdf (270 KB) Medway Case Study Presentation.pdf (220 KB) 27 Stakeholder Engagement – A Toolkit.pdf (1.7 MB)
8	Brownfield promotion need special attention; it is not obvious for private partners to join in the redevelopment.
	Financing techniques for brownfield regeneration. A practical guide. Besides a 'checklist', this guide contains a list of relevant reports and articles. It also gives a survey of a range of simple and more complex financing techniques, to enable public and private partners to reduce the (financial) risks. Financing Techniques for Brownfield Regeneration - A practical guide.pdf (900 KB)
9	Marketing brownfields need a unique selling point [USP] and a positive image as a first step towards a strategic marketing approach.
	The executive summary “Marketing of brownfields” by Mrs Lukasik and also the results of a survey under the REVIT partners on their marketing efforts, included in the REVIT report “Financing techniques, PPP models and marketing concepts for redevelopment brownfield sites” section “Marketing concepts” (page 43-48) show some best practice examples of how the image of a brownfield site can be improved. Marketing of Brownfield Redevelopments.pdf (700 KB) Finance PPP Marketing.pdf (4.8 MB)
10	Branding and communication are key activities of a successful strategic marketing approach.
	As part of the REVIT report “Financing techniques, PPP models and marketing concepts for redevelopment brownfield sites” the section “Marketing concepts” (page 43-48) provides concrete proposals on how to create an appropriate branding methodology and how to implement an integrated communication concept. Finance PPP Marketing.pdf (4.8 MB)

Selfguiding Trail Financing and Marketing Recommendations

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Selfguiding Trail
Financing and Marketing Recommendations