FROM EMERGING SECTORS TO THE STRATEGY OF SMART SPECIALISATION Approaching an experience and reflections on opportunities

Transcription

1 Ref. Ares(2015) /01/2015 FROM EMERGING SECTORS TO THE STRATEGY OF SMART SPECIALISATION Approaching an experience and reflections on opportunities

2 Surf City Donostia Cluster 1. Strategy The Mission of the Donostia-San Sebastian Surf Sector Cluster is to be the instrument through which participation and collaboration opportunities are generated for all players in the sector, in which to create, develop and take on initiatives to improve their competitiveness whilst making surf part of the city s culture and image, as an element that sets the city apart, besides being an element that generates economic and social development. STRATEGIC OBJECTIVES :.To boost and defend the general interests of the sector s agents..to promote the good image, visibility and importance of the sector..to promote the sector s international presence..to be a place for meeting and debate of all agents in the sector..to promote cooperation, innovation and entrepreneurial capacity with the aim of enhancing, stimulating and boosting the business fabric and knowledge transfer..to identify, highlight and group interests that respond to strategic competitive challenges of the sector as a whole..to foster, facilitate and intensify communication between the members of the sector s Cluster, as well as between different segments of activity that make up the city s surf sector.

3 Surf City Donostia Cluster 3. Members of the cluster/value chain The Surf City Donostia Cluster started in May 2001 with about 30 members when launched, which represented just 50% of the sector in Donostia. Today we have 57 agents in the cluster representing 65% of the sector s business fabric in our city. The ratio of companies in the member types of Surf City Donostia has always been predominant (71%), Incoming Tourism and Travel Agencies : 3 Specialised accommodation: 3 Schools: 8 Events and Communication: 7 Manufacturers: 6 Engineering companies: 2 Audio visual 1 Shops: 9 Consultancy: 1

4 More relevant companies One of the most important surfboard trademarks in Europe: Pukas Surfboards started in the 60s. They have a custom shop and also contract wellknown shapers. They have also begun a clothes líne, though still very small. The boards continue to be their strength. They also have schools of surf and rent out materials (boards, suits, etc.) as well as undertaking repairs. The surf cinema festival and surf culture best known throughout the world. Every June in Donostia-San Sebastian the best surf films in the world at the hand of the most prestigious producers. Cinema, Art, Music and Environment in charismatic scenarios in the city. Dedicated to importing, transforming and commercialising flexible abrasives and accessories. They offer shapers abrasive material for sanding surfboards as well as accessories and necessary machinery (discs, blocks) Commercialisation of the innovative surf board Trinity. This board gives the surfer more advantages than any conventional board in the market: + Speed;+ Stability;+ Wave grip;+ Buoyancy;+ Manoeuvrability They undertake advertising and information support formats for all kinds of aquatic events. Production, distribution and repair of surfboard. Wavegarden is an innovative technology for generating nearly perfect waves for the practise of surf in a safe environment. This technology makes it possible, fro the first time in history, to have economically feasible wave facilities that have a low environmental impact. Development engineering which designs and produces utensils for water sports, technical glasses, sunglasses and helmets. Sold in more than 80 countries. Catalogue is developed in the Basque Country and produced in Asia under the control of our engineers. Design, development and commercialisation of accessories for surfers and aquatic sports participants with our own Surf Logic make. Operating in more than 25 countries throughout the world. Star product internationally renowned is the security padlock for the safekeeping of car and house keys.

5 Sectorial Observatory Characterisation of the sector Study of demand Study of surf tourism Job Training New Companies Competitive Improvement R+D+i Communication INTERNATIONAL ECONOMIC FIGURES The Boardsport market represents 19% of the sports market, which is 239 billion. MARKET: 41.2 BILLION EUROS WORLDWIDE Europe represents 32% of the global market and with the greatest growth potential 13 BILLION EUROPE 20 MILLION SURFERS IN THE WORLD 2.5 MILLION SURFERS IN EUROPE SECTOR FIGURES IN DONOSTIA-SAN SEBASTIAN Globally, surf activities in Donostia directly represent a turnover of just over 21 million, around 30 million in Added Valued, and they provide work for around 300 people.

6 Services Cluster (2) 1-INTERNATIONAL GRANTS 11 grants to international destinations to develop projects related to surf in Sectorial Observatory Job Training New Companies Competitive Improvement R+D+i Gold Coast : Impact study Arica: Development of tourist strategies Hossegor: Impact study Durban: Support to WSCN Viana de Castelo: development of tourist strategy plan for nautical activities Santos (2): Support to the project Dreaming on the Waves and the launching of the public school Pichilemu (2): Surf tourist strategy development 3 in 2013 Pichilemu, SurfRider Biarritz and New Zealand 5 in 2014 Durban (2) San Diego California Santos Brazil : Economic impact study Viana de Castelo: Economic impact study 2-Study to define the professional profiles demanded by the sector. Communication 3-Job fairs 4-Organisation of 12 training courses 2012; 7:2013; 5= participants 2012: 83_2013 (Positioning and social media business management, in ovation and quality, on-line sales,...) 13% of those attending the training courses came from professional experiences in the sector, 20% insertion Master in Management and Marketing in Surf for companies of the Cluster. 11 participating companies

7 Services Cluster (3) Sectorial Observatory Job Training New Companies Competitive Improvement R+D+i Advisory services to start up of new business 2012 =9 2013= 15 (Business Plan, search for finance, grants and subsidies). 11 companies set up - Activities related to tourism represent 60% of the applications, followed by activities linked to sporting practice 16%, trade 12%, communication 8% and manufacture, 4%. - 8 % of the projects completed successfully in the entrepreneurship process and started. - 18% of the projects are in the last phase of development. - 50% of the projects presented are on stand-by, where the main reason is lack of time, followed by lack of funding. - The drop-out rate is 14%, where the main reason is lack of time. - 1 in 3 projects do not start the entrepreneurship process. The main reasons are the lack of time, in 57% of cases and lack of clear funding in 28% of the cases. Communication

8 Services Cluster (4) Sectorial Observatory Job Employment New Companies Competitive Improvement R+D+i Communication Expert assistance 27 companies (Business diagnosis, business plan, internationalisation). : 75% of the member companies. Increased from 41% in 2013 Office rentals 3 Search for finance 3 Advice on competitive enhancement Business mission Salon des Glisseurs with 6 companies Australia Gold Coast with 4 companies, ISPO TRADE 2015 Subsidies to SMEs: 6 Support to internationalisation: 5 PROJECTS AND COMPANIES SUPPORTED Diagnosis of innovation opportunities to PUKAS: Sensory surfboard Support to the search for finance TRINITY parabolic surfboard Diversification of business lines JM Jauregui and Plubliflot on sanding systems, paraffins and repair kits for surfboards. Support to the development of on-line shops: ATLAS and OCEAN

9 Services Cluster (5) Sectorial Observatory Job Training New Companies Competitive Improvement Surf & Innovation conferences Innovative Talent Programme: 2012 =3 2013=4 Innovation advice 2012:5 2013:4 Innovación Abierta Open Innovation Innovation contest: 6 members of the cluster (3 companies and 3 universities); 45 projects; 82 students. Board with sensors for the blind, ecological boards, modular board, board with posture sensors, wetsuit towel, localiser apps and watch-incorporated performance app. Technological innovation in companies: Wavegarden; Artificial wave Trinity parabolic board;sensory board PUKAS-TECNALIA, AZTI: Artificial reefs; Helmets with transmitters, magnetic roof boxes R+D+i Communication Social youtube channel: Web page: Newsletter Participation in the ITC Annual Global Conference(Global Network for Competitiveness, Cluster and Innovation).Cluster Tour Meeting SurfCity good practices in the KnowCities project. SurfCity good practices in post-graduate courses (Marketing and Management in Surf Mondragon University; Sport Management in Valladolid) Surf Summit in Hossegor Cooperation networks: Eurosima, WSCN, Red de Ciudades del Arco Atlantico, ISA, ASP...

10 Cluster Projects (1) Winter Series Championship Support to sports events in winter. DonostiaSurfCity Winter Series. March and November Promote the development of professional in the surfing sector. Uba House Development of tourist packets of surf products together with surf schools Surf Centre Construction of a surf centre on Zurriola beach.

11 Cluster Projects(2) Beach Regulation Round table on drawing up beach regulations. A building were share the innovative projects coming from the universities in order to be developed in the companies Promotion and launching an international network of cities in 2011

12 Surf City Donostia Cluster 7. Conclusions and recommendations for the Action Plan 2014 Continuing to back the training of future professionals Attracting-Raising Awareness-Monitoring entrepreneurship Donostia Surf Valley for innovation. Promoting economic development of the sector in line with sustainable use of beaches and encouraging sports activities Working more on marketing and the image of the Cluster that backs them in their internationalisation strategies. Promoting a global cluster concept. Alliances in the regional sphere and boosting international networks.

13 11 CITIES, 1 NETWORK.. Arica Ericeira Durban Las Palmas Santos Newcastle Gold Coast Hossegor Ericeira New Plymouth Viana do Castelo San Sebastian

14 Summary of objectives proposal for 2013 PROPOSAL OF ACTIONS FOR 2014 Tourism-promotion Good practices - Competitive intelligence Development of a joint strategy of surf tourism promotion by the cities Communication strategy for the network. Develop surfcity Card Transfer of good practices Modelling good practices Undertaking projects of good practices A cooperation network between cities where there is a strategy to develop surfing as an activity to generate wealth. Cooperation / opportunities for companies Local development and employment Promotion of cooperation/joint business between companies in cities New members: USA, Asia and Mexico Global Training Search for private partners for the network Cooperation based on the initiative of each city member. + initiative + success Undertake project on the new tourist demand and adaptation of what is offered. Undertake project to identify the impact of surf on each city in the network R+D+i Undertake a project to identify innovations in the sector for their application to the market (product/service). PROPOSE A CONTEST BETWEEN CITIES. A university-business-city project. In our case it could be another award for the finalist in our competition.

15 Surfcitydonostia.com Worldsurfcitiesnetwork.com