BaltMet Inno Audit of City Marketing Activities in Riga Inga Nemše, Head of Riga City Marketing Division, Riga City Council Helsinki,

BaltMet Inno General overview of Riga  Territory: 307 sq.km  732,000 inhabitants (32% of the national population)  1.2 mln in Riga Region (one half of national population)  58% of the national GDP  65% of the population income tax in Latvia comes from the employers registered in Riga  60% of the total foreign investment  54% of the foreign tourists overnight in Riga

BaltMet Inno Riga City agglomeration Riga City agglomeration covers 6984 km2 The population is 1.2 million

BaltMet Inno General overview of Riga  51% of the total industrial output (food industry, wood processing, printing & publishing, manufacturing of metal ware, manufacturing of textiles)  80% of the wholesales turnover  60% of the retail trade turnover  Transit & finances – the most important branches (23 banks and 17 insurance companies)  Transportation centre (14 international bus routes, 6 international railway routes, 34 international flight routes)

BaltMet Inno Riga International Airport

BaltMet Inno Cargo turnover at Riga Harbour

BaltMet Inno Education and research  High university enrolment rate students per 10,000 inhabitant  31% of higher educational establishments are state subsidised  40 state and private higher educational establishments  Good knowledge of foreign languages (English, German, French, Russian)  Academy of Science of Latvia + 15 public research institutes  Private science & research institutes (the Latvian Technology Centre)  Support of the Riga City Council for Science Park development

BaltMet Inno Dynamics of the number of students

BaltMet Inno Development of Riga Airport Business Park

BaltMet Inno Eastern Bypass Southern Bridge Northern Tunnel

BaltMet Inno Tramway system in Riga 2025 Development of the public transportation in the city is based on its backbone – a modern light-rail transport

BaltMet Inno Bikeway network in Riga

BaltMet Inno Marketing activities of Riga City InhabitantsBusinessesVisitors Agency Riga 800 (800 th anniversary events in 2001, logo and slogan developed, promotion of Riga abroad, new products developed, tourism information centres, newspaper for inhabitants) st International Hansa Days Office (Hanseatic Days in Riga 2001, Riga Expo in Moscow 2002, Cutty Sark Tall Ships Race 2003, conferences) From 1999 Board of Economics, City Development Department (international real estate and travel fairs, promotion of Riga, tourism infrastructure development) From 2002 RCC visitors’ centre “One Stop Agency” (information about municipal services, communication with structural units of the RCC) Riga Tourism Coordination & Information Centre

BaltMet Inno Marketing activities of Riga City InhabitantsBusinessesVisitors From 2003 Riga Development Council at the City Development Department 2004 Campaign “I’m creating Riga” organized by City Development Department From 2004 Riga City Marketing Division, Board of Economics, City Development Department 2005 Festival in France “Etonnante Lettonie” (cultural & economic presentations) 2005 Municipality of Riga joins Riga Convention Bureau (attraction of conferences) 2006 RCC task group on municipal web-site improvement 2006 Riga City Commercial Development Council RCC task group on tourism development issues

BaltMet Inno Riga City Marketing Division  Presenting Riga abroad (Riga Days in Hamburg, International Hanseatic Days)  Participation with stand of Riga at the international real estate fairs in France, Germany, Poland  Organizing events in Riga: conferences, seminars and exhibitions on city development and economic issues  Development of informative materials (CD-s, booklets)  Creating presentations and speeches for top managers of the Riga City Council  Work on strategy for Riga city image development  Riga City Marketing Council

BaltMet Inno Marketing activities at the RCC Foreign Affairs Division PR Division Riga Tourism Coordination and Information Centre IT Centre Education, Youth and Sports Department Department of Culture City Development Department Transport Department Environmental Department Welfare Department Municipal Services Department One Stop Agency

BaltMet Inno

Riga City Council Committees (60 politicians) Department Board Division Department Chairman of the Riga City Council Executive Director Units of Central Administration

BaltMet Inno Challenges  Different structural units like to act on their own – lack of cooperation  No system for informing others about the planned activities  Different marketing possibilities are missed (partnercities, international organizations)  No single logo and slogan for City of Riga  Each department has different visual style  Cooperation between Riga and Riga Region

BaltMet Inno How to stimulate cooperation?  Horizontal communication - Task groups  Involvement of all stakeholders - Advisory councils  EU projects (Baltic Palette, Baltic Capitals & King’s Road, European Route of Brick Gothic, Baltmet Invest)  Network of Baltic Metropolises  Joint events (exhibitions, presentations, workshops)

BaltMet Inno Marketing strategy for Riga  Possibilities for cooperation within Baltmet Inno project  Riga City Marketing Council created  Experience exchange visits to Copenhagen, Stockholm, Oslo (Amsterdam)  Different researches  SWOT analysis of target groups: inhabitants, businesses, visitors  Development of Riga business marketing strategy

BaltMet Inno Strategic documents of RCC  Riga Environmental Strategy 2000 – 2010  Riga City Council Strategy on e-City  Riga Public Transport Development Concept  Concept on Improving the Services of Riga Municipality  Concept on Riga Cultural Policy  Riga Long-term Development Strategy until 2025  Riga Development Programme 2006 – 2012  Riga Territorial Planning

BaltMet Inno Riga Long-term Development Strategy until 2025  Umbrella document for the City  Sets 3 priorities: Economy that uses the East-West link Educated and skilful society Life in urban environment with qualitative neighbourhoods

BaltMet Inno City development pillars Sustainability: balanced development of these three systems is the main prerequisite for the welfare of the city and also for Riga’s inhabitants Society Urban environment Economy Resident of Riga Possibility to get income, to provide oneself and family Possibility to live in comfortable, safe and healthy environment Possibility to study and develop oneself and to belong to city

BaltMet Inno Long-term Strategic Aims  Educated and skilful society that appreciates cultural values  Development of economy that uses the East-West link  Life in city with qualitative neighbourhoods  Well-provided society  Healthy and active society  Society that values family  Society with good social support and care  Intellectually rich society

BaltMet Inno Long-term Strategic Aims  Informed society  Economy with high added value  Multiform and growing economy  Economy based on partnership principles  City that can be reached conveniently and fastly  Clean and green city  Safe urban environment  City with qualitative housing  City of efficient administration

BaltMet Inno Next steps  Framework of city marketing strategy created  Riga business marketing strategy based on Riga Long- term Development Strategy until 2025  Riga business marketing action plan  Riga tourism marketing strategy  Work on image of Riga – logo, slogan, visual elements

BaltMet Inno Thank you for your attention!