Handelsfrämjandeåtgärder i detaljplaneprocessen: En studie av Frölunda Torg

Abstract

In 2016 the City of Gothenburg presented a report written by the two consulting firms Spacescape AB and Evidens AB. The report called “A value based approach to city planning” presents different aspects that are considered vital for the residents and businesses in Gothenburg. These aspects are called city qualities. City qualities do, as many other things, change over time and are in every way affected by changes made to a specific property and area. The city qualities presented by Spacescape AB and Evidens AB have since 2016 been used as general keywords in the zone planning process. Wyatt (1996) exemplified that a real estate’s economic situation can be defined using external and internal factors. City qualities is in this study identified as an internal factor. The external factors on the other hand is the economic situation that the current economy enjoys. Factors like the current business cycle, the socio-economic situation, disposable income, and the behaviour of consumers. Based on the city qualities defined by Spacescape AB and Evidens AB this report will investigate the changes that have been made to Frölunda Torg and the new planned changes that are to be presented to the city council. The investigation will be done in its entirety using established publications and theories concerning retail and urban development. The study takes its focus from the zoning plan that was approved for the rebuilding of Frölunda Torg in 2006. In other words, the one that is still in use as of today. Furthermore, it also takes into consideration, the size of the population and the income level in the area as of 2006. This is done to give an idea of how the urban environment was shaped at the time and to understand the most recent change. Skandia Fastigheter and Wingårdhs architects have together developed a new zoning plan for the area and how it may come to change within the next couple of years. The study takes into consideration the expected increase of population within the primary area to investigate how retail theoretically may be affected. The goal of the study is to be able to see a connection between retail growth and positive changes of the city qualities that have been identified as the most important for retailing. The ambition of the study is also to be able to give advice on how to best achieve continuous economic growth regarding retail within the area.