Shap
ing th
e Futu
re of
Maa
smec
helen
ULI A
dviso
ry Se
rvice
s Pan
elMa
asme
chele
n, Be
lgium
30th
June
2011
Alex
andr
a Nota
y, VP
–St
rateg
ic Pr
ogra
mmes
Urba
n Lan
d Ins
titute
ULI’s
miss
ion
is to
pro
vide l
eade
rshi
p in
the r
espo
nsib
le us
e of l
and
and
in cr
eatin
g an
d su
stain
ing
thriv
ing
com
mun
ities
wor
ldwi
de.
Not-f
or-p
rofit
found
ed 19
36, U
SANe
utral
and N
on-L
obby
ing
30,00
0+ m
embe
rs90
coun
tries
Was
hingto
n DC,
Lond
on, F
rank
furt, H
ong K
ong,
Toky
o
Entire
prop
erty
spec
trum
Dive
rse pr
ogra
mmeo
f wor
k Know
ledge
Exch
ange
Rese
arch
Outre
ach
ULI
Adv
isory
Ser
vice
s Pa
nel
Hun
dred
s ru
n ar
ound
the
wor
ld s
ince
194
7Pr
ivat
e se
ctor
rea
l est
ate/
land
use
/ in
vest
men
t pe
rspe
ctiv
eU
LI h
andp
icks
a g
roup
of
expe
rts
from
its
mem
bers
hip
who
act
as
an in
depe
nden
t and
ob
ject
ive
revi
ew p
anel
Dev
elop
a fo
cuse
d as
signm
ent w
ith th
e lo
cal
spon
sors
3 da
y sit
e vi
sit e
nds
with
this
publ
ic p
rese
ntat
ion
Writ
ten
repo
rt3
mon
ths
afte
rwar
ds
Why
Maa
smec
hele
n?
Invi
ted
by th
e co
mm
unity
of
Maa
smec
hele
n&
sp
onso
red
by V
alue
Ret
ail,
Maa
smec
hele
nV
illag
eIn
terv
iew
s ho
sted
by
the
May
or a
t City
Hal
l
Que
stio
ns:
1) W
hat d
oes
Maa
smec
hele
n co
mm
unity
nee
d to
do
to b
ette
r le
vera
ge it
s to
urism
ass
ets
to
secu
re in
war
d in
vest
men
t?
2) H
owco
uld
Maa
smec
hele
npr
ovid
e a
mor
e co
mpl
ete
visit
orex
perie
nce
to th
e ne
xtge
nera
tion
of to
urist
?
Ans
wer
ing
the
Que
stio
ns –
Q1
Wha
t doe
s M
aasm
eche
len
com
mun
ity n
eed
to
do to
bet
ter
leve
rage
its
tour
ism a
sset
s to
sec
ure
inw
ard
inve
stm
ent?
1a) A
sset
s an
d ch
alle
nges
1b) S
egm
enta
tion
1c) V
ehic
le/M
echa
nism
s1d
) Qui
ck w
ins
1e) B
ig Id
eas
Ans
wer
ing
the
Que
stio
ns –
Q2
How
cou
ld M
aasm
eche
len
prov
ide
a m
ore
com
plet
e vi
sitor
exp
erie
nce
to th
e ne
xt
gene
ratio
n of
tour
ist?
2a) E
stab
lishi
ng a
bra
nd2b
) Loc
al P
rom
otio
n2c
) Reg
iona
l Pro
mot
ion
2d) I
nter
natio
nal P
rom
otio
n
Shap
ing th
e Futu
re of
Maa
smec
helen
Initia
l Rec
omme
ndati
ons
ULI
Adv
isory
Pan
els
Intro
duct
ion
to th
e U
LI p
anel
and
pro
cess
Who
we
spok
e w
ithW
hat w
e he
ard
Que
stio
ns w
e w
ere
aske
dKe
y th
emes
Reco
mm
enda
tions
Who
We
Spok
e W
ith
Wha
t We
Saw
The
Pane
l pro
cess
Stra
tegi
c Th
emes
Hug
e U
nrea
lized
pot
entia
l “t
ouris
ts d
on’t
see
wha
t Maa
smec
hele
n ha
s to
off
er
outs
ide
Maa
smec
hele
n vi
llage
”
Disj
oint
ed p
hysic
ally
-G
athe
ring
plac
es a
re m
issin
g“T
he P
lace
mak
ing
rule
s ar
e no
t in
play
” “W
e ha
ve n
o na
tura
l city
-cen
tre.
”
Lack
of
inte
grat
ion
and
syne
rgie
s be
twee
n pa
rtne
rs:
“Maa
smec
hele
n ha
s al
l the
ele
men
ts, it
is a
que
stio
n of
sh
arin
g th
em a
nd b
ringi
ng th
em a
ll to
geth
er”
Q1
Wha
t doe
s M
aasm
eche
len
com
mun
ity n
eed
to
do to
bet
ter
leve
rage
its
tour
ism a
sset
s to
sec
ure
inw
ard
inve
stm
ent?
1a) A
sset
s an
d ch
alle
nges
1b) S
egm
enta
tion
1c) V
ehic
le/M
echa
nism
s1d
) Qui
ck w
ins
1e) B
ig Id
eas
Tour
ism
Ass
ets
and
Cha
lleng
es
ASS
ETS
Ente
rtai
nmen
t:M
MV
Re
tail
Cin
ema
Nat
ure
Nat
iona
l Par
kC
yclin
gR
iver
& W
ater
way
sG
arde
n C
ity
Cul
ture Min
ing
hist
ory
Cha
pel b
uild
ing
City
cen
tre/
com
mer
cial
str
eet
Fest
ival
/car
niva
l
CH
ALL
ENG
ES
Poor
sig
nage
Poor
Com
mun
icat
ion/
mar
ketin
g
Lack
of
Acc
omm
odat
ion
prov
isio
n
Nee
d fo
r im
prov
ed In
tegr
atio
n &
co
nnec
tivity
Nee
d fo
r a
clea
r vi
sion
for
the
futu
re&
stro
ng a
mbi
tion
Mob
ility
& C
onne
ctiv
ity
Loca
tion
as a
n as
set
“Geo
grap
hica
lly w
e ar
e th
e fr
ont d
oor
of E
urop
e bu
t th
e w
orld
doe
sn’t
know
wha
t we
have
her
e.”
Man
y co
untr
ies
clai
m to
hav
e th
is bu
t Maa
smec
hele
n co
uld
prov
e it!
Nat
ure
at th
e he
art o
f M
M
The
beau
ty o
f M
aasm
eche
len
and
itsch
arac
ter
crea
tea
uniq
ue d
esin
atio
nth
atut
ilise
s na
ture
and
off
ers
a ra
nge
of le
isure
activ
ities
1b)
Segm
enta
tion
stra
tegy
for
plac
emak
ing
Segm
enta
tion
Stra
tegy
forP
lace
mak
ing
inM
aasm
eche
len
Plac
e/Pr
oduc
t(P
lace
sw
ithdi
stin
ctiv
enes
san
dke
yas
sets
)
MM
Shop
ping
Villa
geSh
oppi
ngH
otel
(Min
eO
ffice
)Ci
nem
a
City
Cent
reCo
mm
erci
alce
ntre
Conc
ertH
all
(con
vert
edch
apel
)
Com
mun
ityG
arde
nci
tyCy
clin
gro
ute
Rive
rtra
ilH
erita
gesit
es
NatureEcoTrailReconnecting
Cons
umer
Prof
ile
Loca
lSho
pper
Inte
rnat
iona
lSho
pper
Her
itage
Visit
or/&
Cycl
ists
Inve
stm
ent
Type
Dev
elop
erD
evel
oper
Inve
stor
Fund
Man
ager
Shop
fron
tage
fund
sRe
gene
ratio
nbr
andi
ng
Shar
edna
rrat
ive
Ow
nero
fvi
sion
Cent
erPa
rcs?
Flag
ship
Proj
ects
Nat
iona
lPar
kM
ain
Gat
eway
Piaz
zaCo
ncer
tSp
ace/
Chap
el
Inte
grat
edIn
form
atio
nCe
ntre
1c)
Vehi
cles
/Mec
hani
sm
Soci
al e
nter
prise
whi
ch g
ener
ates
fur
ther
mec
hani
sm –
inve
stm
ent c
ompa
nies
, com
mun
ity c
o-op
erat
ions
, bra
nd o
wne
r, cr
eativ
e di
rect
or, s
uch
as:
Prom
ote
Lond
on C
ounc
ilD
estin
atio
n Ed
inbu
rgh
mar
ketin
g al
lianc
eKn
okke
-Hei
st T
ouris
m C
omm
issio
nEu
rope
an s
tyle
BID
s (B
usin
ess
Impr
ovem
ent D
istric
t) Tu
rism
eBa
rcel
ona
Effe
ctiv
e So
cial
Ent
erpr
ise
1d)
Qui
ck W
ins
Cre
ate
a pr
omot
ion/
tour
ism
com
mis
sion
to a
gree
on
prio
ritie
s an
d a
smal
l, ef
fect
ive
soci
al e
nter
pris
e to
del
iver
the
wor
k pr
ogra
mm
eW
rite
a sh
ared
pla
ce-m
akin
g ag
enda
:A
man
ifest
o se
t out
by
the
May
or b
ut d
eliv
ered
thro
ugh
an in
depe
nden
t wor
ksho
p w
ith k
ey s
take
hold
ers
Und
ergo
a p
roce
ss o
f as
sess
men
t, ev
alua
tion
and
reco
mm
enda
tions
“We
lack
her
e a
sens
e of
pla
ce a
nd
need
to b
e cl
ear
on o
ur p
erso
nalit
y.”
Qui
ck W
ins
Con
t.
Agr
ee o
n a
unifi
ed b
rand
: Maa
smec
hele
n is
the
hero
bra
nd!
The
Maa
smec
hele
n M
ain
Gat
eway
to th
e N
atio
nal P
ark
Maa
smec
hele
n V
illag
eM
aasm
eche
len
Fest
ival
Maa
smec
hele
n C
ultu
ral c
entr
e
Qui
ck W
ins
Con
t.
Sign
age
–an
inte
rnat
iona
l des
tinat
ion?
.....
Mul
ti lin
gual
Mai
nten
ance
nee
ds to
be
impr
oved
Maa
smec
hele
nLe
isure
Val
ley:
“I
t’s a
pha
ntom
!”
Qui
ck W
ins
Con
t.
Cre
ate
an a
nnua
l sig
natu
re e
vent
D
urin
g th
e su
mm
er to
com
plem
ent w
inte
r ca
rniv
al.
A m
ulti-
cultu
ral f
ocus
, to
cele
brat
e di
vers
ity a
nd m
ulti-
cultu
ral r
oots
of
the
com
mun
ity.
“Maa
smec
hele
n m
edite
rane
e” th
roug
h th
e ar
ts, th
eatr
e,
cultu
re, f
ood,
dan
cing
…
1e)
Big
idea
s fo
r lo
nger
term
Cre
ate
‘gat
herin
g pl
aces
’ with
in th
e ci
ty, a
nd a
mec
hani
sm to
lin
k th
em to
geth
er w
hich
is w
alka
ble
and
cycl
able
to c
reat
e a
conn
ecte
d ne
twor
k to
disc
over
all
of M
aasm
eche
len
Maa
smec
hele
nV
illag
e>
Pau
wen
graf
f>
Chu
rch
Squa
reD
erel
ict b
uild
ings
aro
und
the
chur
ch s
quar
e co
uld
be
deve
lope
d in
to H
otel
s “W
e ne
ed to
con
nect
the
dots
”
Big
Idea
s C
ont.
Con
vert
the
Cha
pel t
o a
conc
ert h
all/
cultu
ral c
entr
eIn
vent
ory
of d
erel
ict b
uild
ings
to b
e re
stor
ed a
nd
inve
sted
in:
Cha
rmin
g an
d ch
arac
terf
ul b
uild
ings
Hot
els,
Bed
&Br
eakf
asts
to f
ill c
urre
nt g
ap in
ac
com
mod
atio
n pr
ovisi
on
Big
Idea
sC
ont.
Har
ness
the
pow
er a
nd in
vest
men
t of
exist
ing
part
ners
to e
nsur
e th
e br
and
reso
nate
sA
ttrac
t stra
tegi
c in
vest
men
t suc
h as
fore
ign
wea
lth f
unds
fro
m A
sia fo
r ca
pita
l pro
ject
sIn
tern
atio
nal M
arke
ting
–vi
a M
MV
and
Ret
ail
offe
r to
Asia
and
em
ergi
ng m
arke
ts th
roug
h pr
omot
ions
. ‘C
hina
day
’ ‘M
aasm
eche
len
day’
Q2
How
cou
ld M
aasm
eche
len
prov
ide
a m
ore
com
plet
e vi
sitor
exp
erie
nce
to th
e ne
xt
gene
ratio
n of
tour
ist?
2a) E
stab
lishi
ng a
bra
nd2b
) Loc
al P
rom
otio
n2c
) Reg
iona
l Pro
mot
ion
2d) I
nter
natio
nal P
rom
otio
n
2) T
he f
utur
e ge
nera
tion
The
Prof
ile o
f th
e fu
ture
mar
ket
Inte
rnat
iona
l visi
tors
Eco-
focu
sed
The
prof
ile o
f th
e fu
ture
con
sum
erSo
cial
med
ia &
Dig
ital t
ouris
mA
ntic
ipat
e ho
w u
sers
will
inte
ract
with
des
tinat
ion
Con
nect
ivity
bet
wee
n us
ers
Virt
ual i
nfor
mat
ion
cent
re
(Re)
Con
nect
ion
Mod
el
RLKM
Reg
iona
al L
ands
chap
Kem
pen
en M
aasla
nd
This
mod
el is
app
licab
le fo
r M
aasm
eche
len
(Re)
Con
nect
natu
re w
ithna
ture
(Re)
Con
nect
peop
lew
ithna
ture
(Re)
Con
nect
busin
ess
with
biod
iver
sity
(Re)
Con
nect
polic
yw
ithpr
actic
e
Ever
y co
mpo
nent
in M
aasm
eche
len
will
hav
e ce
rtai
n ke
y el
emen
ts w
hich
are
intr
insic
to M
aasm
eche
len
and
flow
bet
wee
n th
e di
ffer
ent c
omm
uniti
es c
reat
ing
an in
tegr
ated
leisu
re d
estin
atio
n
Link
s bet
ween
diff
eren
t co
mpo
nent
s flo
wing
be
twee
n di
ffere
nt
com
pone
nts o
f Ma
asm
eche
len
Auth
entic
ity an
d re
al pe
ople
Maas
mech
elenR
egion
Natu
re an
d su
stain
abilit
y
Arch
itect
ural
syne
rgies
Gast
rono
my
Win
e and
well
ness
ritu
als
Cultu
re an
d hi
stor
y
2a) E
stab
lishi
ng a
Bra
nd
Maa
smec
hele
nIS
your
bra
ndM
aasm
eche
len
Mai
n G
atew
ay to
the
Nat
iona
l Par
k“W
e ne
ed to
kee
p aw
are
of w
hat’s
aro
und
us (
Maa
stric
ht,
Gen
k et
c) a
nd m
ake
a co
mpl
emen
tary
off
er –
not t
o gi
ve
the
sam
e th
ing.
We
cann
ot c
ompe
te b
ut s
houl
d ce
lebr
ate
our
diff
eren
ces!
”
Tren
d of
res
pons
ible
tour
ism“M
aasm
eche
len
is a
colle
ctio
n of
m
anm
ade
land
scap
es…
Eve
n ou
r na
ture
is ur
ban.
We
shou
ld d
o so
met
hing
with
th
at.”
Ritu
als
Prom
otio
n
2b) P
rom
otio
n –
loca
l lev
elTh
e fu
ture
gen
erat
ion
that
will
live
and
wor
k in
M
aasm
eche
len
Cat
er fo
r lo
cal r
esid
ents
& v
isito
rs‘M
y M
aasm
eche
len’
Prom
otio
n -
regi
onal
leve
lEu
rope
an n
eigh
bour
hood
Prom
otio
n –
inte
rnat
iona
l lev
elPa
rtne
rshi
p
Top
Reco
mm
enda
tions
Act
on
quic
k w
ins
Dem
onst
rate
res
ults
:“W
e ne
ed a
goo
d vi
sion
–w
e ne
ed to
act
like
a c
ity
rath
er th
an a
col
lect
ion
of e
lem
ents
.”Sh
are
info
rmat
ion,
idea
s an
d re
sults
Do
not b
e af
raid
to h
ave
a bi
gger
visi
onTa
ke th
e op
port
unity
for
Maa
smec
hele
n to
bra
nd
itsel
f as
gat
eway
to n
atio
nal P
ark
and
key
to R
egio
n of
Lim
burg
Nex
t ste
ps!
The
pane
l rep
ort w
ill b
e pu
blish
ed w
ithin
3
mon
ths
and
will
con
tain
mor
e de
taile
d re
com
men
datio
ns.
Any
que
stio
ns?
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