Landvestors how citizens and companies (could) invest in our landscapes - Vereniging Deltametropool
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Landvestors how citizens and companies (could) invest in our landscapes
COLOFON
Research & design
Lea Soret, Ana Luisa Moura & Merten Nefs
Vereniging Deltametropool
Case contacts
Joost Hagens & Anneke van Mispelaar
Bureau Buiten
Wes Korrel
Boeren van Amstel
Gilmee Davids
Verstegen Spices & Sauces B.V.
Willemijn de Iongh
Commonland
Matthijs Boeschoten
Wij.land
Eline Van de Veen
Seats4Silence
Participants online expertmeeting (subscribed)
Danielle van den Berg
Marijn Bos
Bertus Cornelissen
Roos van der Deijl
Paul Gerretsen
Joost Hagens
Hans Heupink
Damo Holt
Harma Horlings
David Kloet
Gerben Kok
Wes Korrel
Willemijn de Longh
Tyora van der Meulen
Frank van Mil
Ana Luisa Moura
Merten Nefs
Leo Pols
Jos Rademakers
Paul Roncken
Kjell Schmidt
Arjen Simons
Martine Sluijs
Lea Soret
Mieke Span
Livina Tummers
Eline van de Veen
Peter van Veelen
Landvestors
October 1st, 2020
Isbn: 9789076630533
84 pages full-colour
75 copies and interactive pdf
Contents can be used under Creative Commons license
BY-SA
www.deltametropool.nl
Landvestors
11 Introduction
13 Learning from earlier work
15 Looking for Landvestors
17 Reflection
Case studies
Contents 19
21
Learning from Rhein-Main
Opportunities for landvestors
25 Grand reveal
Case studies: donations
31 The Bentway Park
35 Peninsula Open Space Trust
39 Regionalpark Rhein Main
43 Wij.Land
47 Landpark Assisië
Case studies: crowdfunding
53 Seats4Silence
57 Smaakpark
61 Land van Ons
Case studies: business model
67 Arctic Paper
71 Boeren Van Amstel
75 Verstegen Spices & Sauces B.V.
79 Park-inclusive development
“Bangka is an island in Indonesia, between Sumatra and Borneo. The hills behind
the harbor town of Muntok have the ideal climate for the production of white
pepper: the culinary sister of the black pepper. It is not without reason that
the white pepper originally comes from there. Behind the hills, the sustainable
production process is already starting. We work with a fixed group of farmers who
grow pepper for us using agroforestry” (www.verstegen.eu)
Verstegen’s program ReNature combines innovative farming with ecological
goals. Farmers acquire knowledge on how to link the natural balance of the
rainforest with their cultivation methods while also assuring a higher income.
Verstegen Spices and Sauces - Bangka Indonesia
Photo: www.verstegen.eu
4
Landvestors
how citizens and companies (could) invest
in our landscapes
5
Natur-Park Südgelände: Art, Nature, Technology
In the Berlin district of Tempelhof, a former railways shunting
yard has been turned into a unique natural landscape while
retaining striking relics of the steam train era. After the
railyard closed, a "primeval forest" grew upon the 18-hectare
site. It was the actions of many engaged citizens and financial
support from the Allianz Umweltstiftung (environmental
foundation) that enabled this ‘enchanted place’ to be opened
to the public. EXPO 2000 declared the Natur-Park to be a
"worldwide project".
The maintenance plan of the park is based on an interesting
model, a very affordable pay-per-use system. Visitors can pay
€1 upon entry, or take a yearly pass of €30.
Read more: www.gruen-berlin.de
Schönefelder Südgelände
Photo: Micharl, Fickr Creative Commons, 2015
6
7
Landgoed Kasteel Lunenburg. Photo: Dirk-Jan Kraan
Festival Mañana Mañana 2015. Photo: Marco Derksen
8
Landgoed Duin & Kruidberg, restaurant and event location. Photo: Martha de Jong- Lantink
Many privately developed landscapes in the Netherlands are rural estates,
which had their boom period in the 17th century. Today, these early
‘Landvestment’ projects often perform a cultural role in Dutch society, or
function as attractive leisure environments, accessible for all.
Are new innovative types of 21st century estates imagineable, with new
social purposes, different styles and other corporate or cooperative forms of
landscape financing?
9
“In the Netherlands, everyone expects two things to be
always free of charge: the weather and the landscape.”
– Nicole Hoven, Vereniging Natuurmonumenten
“Our man-made delta landscape is unique, as is the habit
of negotiating and collaborating with partners about
the landscape. What’s tough in the Netherlands, is the
number and complexity of actors, plans and legislation.
We should take landscape restoration and recreation as
paid services seriously.”
– Willem Ferwerda, Commonland
“Large companies have budgets for corporate social
responsibility (CSR), but many are still looking for fitting
projects. Preferably something sustainable or a social
activity focused on their own employees.”
– Laurens Kok, Westholland foreign investment agency
(Quotes from the publication Spot On, 2017)
‘Samen voor leefbare landschappen’. Website ‘Wij.Land’, Still from video
10‘Boeren Wes en Kasper’. Website ‘Boeren van Amstel’, Still from video
Introduction
Increasingly, governments come to the conclusion
they cannot bear the financial burden of landscape
development and maintenance by themselves. At the
same time, private landscape initiatives by companies
and citizen collectives are mushrooming in many places.
Welcome to the age of Landvestors.
Learning from best practices economy, and sharing experiences forms of financing are relevant for
This is a time of growing interests have been the motivations for the Dutch context? How do the
and ambitions regarding the Dutch our program ‘Landschap als funding mechanisms work and how
landscape, also when it comes Vestigingsvoorwaarde’, including can Dutch stakeholders start to use
to Dutch politics and planning. publications such as Blind Spot, a them? And how does our relationship
Apart from visions and designs, lively Community of Practice (CoP) with the landscape change, when
these ambitions also require and events such as the Landscape we pay for it privately instead of
funds. Investing in the landscape Triennial (more information on www. collectively?
is high on the agenda because of deltametropool.nl).
climate change, preservation of The 12 practices are divided in three
cultural history, the stimulation of Donation, crowdfunding or categories: donation, crowdfunding
healthy living and a good economic business model and business model. For each,
establishment climate. With financial support by the the financial model is sketched, a
Dutch landscape initiatives, public Creative Industries Fund, the map is drawn and key information
or private, can learn from each Landvestors project realizes a is gathered. Lessons learned,
other’s financing practice as well quickscan of emerging forms of non- reflections on the potential of each
as from good examples in other government landscape financing. case to be scaled up in the Dutch
countries. Despite the tradition To promote crossovers between context, as well as the results of
of privately funded estates in the spatial/landscape design and the the expertmeeting (July 2020) are
17th century, the Netherlands is not economic and financial disciplines, combined in this compact handbook
very experienced when it comes we illustrate lessons learned from for landvestors.
to contemporary ways of private foreign and Dutch practices, and
financing of landscape. Exploring discuss these with landscape and
the crossover of landscape and financial professionals. Which
11Worldwide urban regions experience the pressure of urbanisation, climate change and intensive agriculture on their landscape. Simultaneously, regions start to acknowledge the importance of a vital and attractive landscape as a key success factor in the global battle for talent (see publication Blind Spot - Metropolitan Landscape in the Global Battle for Talent). The question is how to combine these increasing sustainability transitions with internal metropolitan demands, without loss of existing landscape qualities. Source: www.landschapstriennale.com Sugar Beach, Toronto. Photo: Merten Nefs 12
Learning from earlier work
The changing position of the Dutch landscape, and the
ways it can be paid for, has been receiving increased
attention since the late 2000s, when the decentralization
of landscape responsibilities by the government kicked
in. Let’s revisit a few examples, by KPMG, Bureau Buiten,
Ecorys, Metropolitan Region of Amsterdam, Rebel Group,
Popup City, Wageningen UR and Task Force Financiering
Landschap Nederland.
How much money do Dutch - their intrinsic value, ecosystem impact by investing in landscape
landscapes need? services, health benefits and projects in the region. A similar
The European Landscape Convention multiplier effects on the built approach is thinkable with regard
(2000) decided that any area made environment - are worth many to CO2 emissions: a new taxation
or experienced by people can be times the cost. To cut a long story system could nudge stakeholders
called landscapes. The question short, landscapes have a cost, let’s towards landscape investments.
of how much a landscape costs, estimate it on a €1.000 per person
therefore depends on the actual area per year, which is many times worth 3. Landscape funds, with
at hand, what we intend to do there, the effort. The problem is however, contributions by companies and
and for how long. In 2010, KPMG that governments don’t receive most citizens in the region. Examples
used a model to calculate the costs of these mentioned benefits in cash, of such funds are VSB-fund and
of restoration and management of and have increasing difficulty to pay Droomfonds (by Postcode Loterij).
designated national and provincial the landscape bills. This is merely a Another option is individual
landscapes in the Netherlands: €1,7 political problem, one could rightfully investment by companies in
billion for the period 2011-2020. This argue. But in the meantime, why landscape projects, motivated by
sum did not include investment in wouldn’t we look at large companies, ethics, good publicity, goodwill, a
large nature reserves (Natura 2000). home owners and other stakeholders smart business model, or Corporate
In 2019, Bureau Buiten calculated who clearly benefit from the Social Responsibility.
that desired landscape investments landscape?
in the Metropolitan Region As the first two options have to be
Amsterdam (MRA) alone, might have Alternative funding of landscapes enforced by law, only option 3 can
a cost of €2 billion between 2020- As many landscape benefits do not be considerd genuine voluntary
2040. This time, the yearly landscape generate cash flows, so we need to private landscape investment. Tyora
maintenance/management costs look for existing cash flows and bend Vermeulen (landscape legal advisor
were not included. In both cases, the those towards the landscape. There at IPO) has mentioned that the new
current landscape financing is not are several options that concern Environmental Act of the Netherlands
sufficient. private initiative: will increase the possibilities to
demand private sector contributions
“Landschap Verdient Beter”, a 1. Re-distributing funds from to landscape in for example housing
report by Task Force Financiering spatial developments that projects, or financial compensation
Landschap Nederland (2008), drew generate large cash flows, such for negative impacts. Public as well
attention to the Dutch cultural as housing (Wageningen UR, as private money, from investors
landscape, traditionally maintained 2018), infrastructure works and for example, can be sources for
by private initiative - farmers. The sustainable energy projects. landscape funds. Additionally, she
yearly amount needed to maintain Experts praise the potential of this states, “local governments should
this (agri)cultural landscape, option, but emphasize that the right get rid of the taboos and learn to
around €600 million per year, was scale (regional/local) and timing earn a profit and create other values
estimated too big to be paid by (before the permits!) is important from landscape qualities and related
private initiatives. The researchers (Bureau Buiten, 2019). Landscape services, to pay for maintenance
suggest to build a system of public unfortunately is not the only sector or development.” Examples are
instruments for organizing and eyeballing these cash flows, so there educational and leisure activities,
supporting private initiatives, so that is competition ahead. sports events and information
these together could also generate products.
landscape benefits for all. 2. Compensation. Activities with a
negative environmental impact, such Many regions, such as the
On the other side of the balance as airports and other infrastructure, Metropolitan Region Amsterdam,
sheet, the benefits of landscapes can by law be forced to offset this come to the conclusion that they
13need to involve private initiative in the landscape. It turns out that in References
the creation of a landscape fund. Yet, The Netherlands, donations have Bureau Buiten (2019) Geld en
they ask themselves which types of dropped in the economic crisis, but opgaven voor het MRA landschap
financing would be appropriate for have increased again since (Ecorys,
their situation, which regions they 2018). For Dutch land trusts such Ecorys (2018) Investeringen en
could learn from, and what (not) to do as Natuurmonumenten, it has beheer van het landelijk gebied in
in terms of (fiscal) legislation (MRA, become more difficult to attract new de MRA
2018). members, while their steady income
from the Postcodeloterij is possibly KPMG (2010) Duurzame
Rebel Group proposes to use better threatened when online gambling is financiering van landschap
the existing financing instruments, legalized in 2020.
such as the User Tax to make those MRA (2018) Het metropolitan
who use the landscape pay for it. Many financial and legal instruments landschap als metropolitane opgave
And to develop innovative new have been explored and discussed
instruments, such as Social Impact over the years, but they prove hard Popup City (2016) Merkstedenbouw
Bonds, through which those who to put into practice. Landvestors
benefit can invest in the services starts at the other end, learning Rebel Group (2019) Meer doen.
and qualities they enjoy; or so- from good practices on the ground, Meer samen doen. Hoe betalen we
called Budget Ladders, or Area and reflecting on how they have betere en mooiere gebieden
Development Zones (Rebel, 2020). done it. We hope this approach will
Other ideas concern large investment bring landscape planning/design Task Force Financiering Landschap
organizations such as pension funds professionals and the financial/legal Nederland (2008) Landschap
and health assurance companies. disciplines closer together. Verdient Beter
Most of these ideas, however, have
not been put into practice yet. Tyora van der Meulen (2019)
Presentatie Financiering van
Reasons to focus on private Landschap en Natuur
initiatives
There are convincing reasons to Wageningen UR (2018) Groei
keep spending the taxpayer’s money versus groen. Drie casestudy’s over
on landscape, because basically de waarde van het stadsgroen in
we all benefit from it. But there are Amsterdam
also reasons – other than political
problems - to start looking for
private funding. The benefits of the
landscape are widely, but not equally,
spread. It seems only fair that a
business that capitalizes on attractive
landscapes, such as tourism, pays
more. Or what about the financial or
high-tech sectors, which thrive on
talented workers who would leave
if the quality of the Dutch living
environment declined. Or compare
a home owner on the edge of a
national park, compared to a dweller
on a rental flat far from attractive
landscapes. Making room for private
initiative in landscape development
can also stimulate creativity,
responsibility and flexibility of private
stakeholders, and (under the right
circumstances) make landscape
development more democratic.
Although it is necessary to keep
checks and balances on the influence
of stakeholders (Popup City, 2016):
“The public domain is not meant to
be a three-dimensional billboard.”
Donations and crowdfunding
are often mentioned as powerful
instruments to help finance all
kinds of societal goals, such as
14Looking for Landvestors
We have looked for diverse practices Of each case, we have gathered some
in The Netherlands and abroad, not basic information regarding surface
to copy, but to discuss and learn area, type of landscape, investment
from designers, landscape planners, model, timeline, stakeholders
entrepreneurs and financial or and their intrinsic motivations. In
legal experts. Several people in interviews we obtained additional
the Deltametropolis Association in-depth information. The 12 cases
network have suggested cases for are presented in three categories
the research. Three questions have of financing: Donations, Crowd
guided the selection and quick scan funding and Business Models. We
of the cases: have mapped their operations in the
landscape, graphically represented
Which forms of financing are their financial models, looked at their
relevant for the Dutch context? timelines, studied the stakeholders
as well as their narratives and
How do the funding mechanisms ambitions. For each case we summed
work and how can Dutch up lessons learned and potential
stakeholders start to use them? to scale up in the Netherlands. The
material is presented and compared
And how does our relationship as concise, transparent and visually
with the landscape change, when as possible in the following chapters.
we pay for it privately instead of
collectively?
overview case studies
Park-Inclusive Development
Land van Ons
Landpark Assisië
Boeren van Amstel
Seats4Silence Arctic Paper Munkedal
SmaakPark
Wij.L and
Rhein-Main Regional Park
The Bentway Park
Peninsula Open Space Trust
Verstegen Spices & Sauces B.V.: Bangka
business model
crowdfunding
donations
15Comparing landvestor initiatives: scale
geographic reach and investment
nt
me
Seats4Silence
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La
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Op
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Bentway Park
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Legenda:
business model
crowdfunding
donations
geographical reach scale of investment
Geographic reach
S: local. singular site, singular initiative
Scale of investment
S: project basis, one time investment on one location
M: regional. Landscape development and protection linked to M: program basis, investment embedded on a wider a
S: local. singular site, singular initiative
particular programs or thematic agreements, such as co2
compensation, sustainable agriculture pilots or regional
S: project basis, one time investment on one location
socioeconomic goal and therefore matching other budgetary
agendas (public and/or private): sustainable agriculture,
identity strategies. restoring biodiversity, assuring air or soil quality
M:L: network
regional.
of smallLandscape development
to medium sites with comparable and protection M:commitment
L: strategy basis, long term program basis,
between investment
public and embedded on a wider
linked to particular
characteristics programs
that aims at growing orinthematic
by mimesis order to agreements, a socioeconomic
private stakeholders. Landscape goal and therefore matching other
as shared asset for both
reach a regional or national scale. It’s a systemic strategy and private investment/marketing and matters of public interest
such as co2
the concept compensation,
is applicable sustainable agriculture
to other sites or countries. budgetary
such as healthy urbanization and regional agendas
attractiveness.(public and/or private): sustainable
pilots or regional identity strategies. agriculture, restoring biodiversity, assuring air or soil
quality
L: network of small to medium sites with comparable
characteristics that aims at growing by mimesis L: strategy basis, long term commitment between
in order to reach a regional or national scale. It’s a public and private stakeholders. Landscape as shared
systemic strategy and the concept is applicable to other asset for both private investment/marketing and
sites or countries. matters of public interest such as healthy urbanization
and regional attractiveness.
16Comparing landvestor initiatives: values
Donations Business model Crowdfunding
A - landscape ambitions first
B - landscape oriented solutions
C - local versus global: solutions and stakeholders
D - transparency of agreements
E - level of shared interests between stakeholders
Reflection
From each of the 12 landvestor smaller impact, while multinational investment. Often, these will run
practices, specific inspiration and companies need to make practical into difficulties regarding the legal
lessons can be drawn. Regarding choices besides their good or planning context, or insecurity
them as a group, we make three intentions but have a huge impact of finances in the startup phase.
generic observations. with anything they change in their Governments can stimulate private
business. In other words, it’s OK landscape investment initiatives by
1. Vision and values first to make trade-offs, but in most making the right (fiscal) laws and
The most successful private initiatives, a better discussion creating financial incentives. Or
landscape investment initiatives would be helpful regarding what they can embed private landscape
have a very clear communication can be expected from which kind of investment in larger landscape
regarding their principles and stakeholder, and to determine when development plans and area funds.
aims, and how they want to we’re looking at greenwashing or a Private initiatives aim for healthy
achieve them. Values that are often genuine contribution. Meanwhile, the urban living, sustainable agriculture
mentioned are quantitative and government needs to keep showing and other goals that fit perfectly in
qualitative ambitions for landscape the good example, like it did in Room governmental policies for landscape
development, landscape or ecology for the River, where investment and environment. Banks and other
oriented solutions, local versus for water safety was combined financial institutions can help out
global stakeholders, transparency with landscape development and by establishing landscape-friendly
and consistently shared interests recreational routes. products, such as green loans and
throughout the initiative and its mortgages. Large institutions also
stakeholders. 3. Institutions can realize the have the influence to demand better
potential quality of (agricultural) products and
2. Trade-offs are key Citizens and companies are able working conditions.
Individuals can afford high levels to come up with attractive and
of idealism, but have usually a innovative concepts for landscape
17“The more you want money from the private sector, the
more you have to invest into marketing and emotion.
It is very important to picture your ideas, to translate
landscape and its benefits for your target group”.
- Kjell Schmidt, director RegionalPark RheinMain
RegionalPark RheinMain bike ride. Photo: List_84, Flickr CC, 2013
18Learning from Rhein-Main
During the Landvestors expert meeting, online on July
16th 2020, director Kjell Schmidt shared his experience
on private investments in Regionalpark Rhein-Main. Dutch
landscape development experts engaged in a discussion
with Schmidt about the lessons for the Netherlands.
The Regionalpark Rhein-Main is Park history and setup the park as a soft location factor, is
a relevant mirror for the Dutch From what we heard, Regionalpark among these sponsors.
landscape. Like many parts of The Rhein-Main is no crucial element to As a comparison, the Recreation
Netherlands, the German state of Frankfurt’s identity, in the way the Boards in the U16 region yearly
Hessen is highly urbanized and peat meadows are to Amsterdam. collect about €3 million to perform
fragmented by infrastructures. The Nevertheless, the park provides similar tasks, but don’t work with the
state has come to the conclusion important leisure space for the large park perimeter that Rhein-Main
that the quality of the living urban agglomeration. In a growing has.
environment has become a crucial region where each square meter is
assett in the competition with other counted on twice, this is of great The pragmatic role of FraPort
regions, and that makes landscape value. Increasing the quality and The airport has been a stakeholder
a relevant economic location factor, the use of the area were the main of the park since 2006, “to give
according to Schmidt. In size, the reasons for founding the park. Most something back to the region” that is
Frankfurt region and the park are of the efforts go to development of impacted by noise and air pollution
about the size of the U16 (the region leisure infrastructure, landscape art related to air traffic. Their voluntary
of Utrecht). The impact of Frankfurt and architecture, information, routes, contribution makes sense, since the
airport on the quality of life and visitor centers and access points. airport depends on the quality of
the economy is comparable to The park boundaries function as a the business climate in and around
Schiphol in the Randstad. FraPort, greenbelt, which avoids urban sprawl. Frankfurt, and with 51% of shares
the airport operations company The park is run by a lean non-profit owned by the state of Hessen,
and largest sponsor of the regional company with a staff of seven. The public goals are not strange to the
park, has announced that they will shareholders generate the yearly company. The airport constructed a
stop investing in 2021. What can budget of €2,5 million. In 2020 new runway in 2011, which required
we learn from Regionalpark Rhein- municipalities contribute €1,5 a public ‘license to operate’. There
Main? million, FraPort €400.000, the is however also a strong personal
Regionalverband €250.000, Hessen touch involved in the sponsoring of
€150.000 and other sponsors the park. After the former FraPort
account for the remaining €200.000. director left in 2017, the park was
A club of 400 companies, who see soon informed that the company
would stop funding in 2021.
Schmidt warns not to be naive when
dealing with large companies such
as FraPort, but also not to discard
their contributions too easily as
‘greenwashing’. Such companies
play an important role in the regional
economy (FraPort is one of Hessen’s
largest private employers), and it
Case studies
is right to safeguard its strategic
interests in the area.
From 2006 until 2019, FraPort spent
€17 million on the Regional Park,
even though their yearly amount
has been decreasing. Their new
terminal building project already
obtained all permissions, so that is
no incentive to remain a shareholder.
The outlook of FraPort has become
more international over the last few
Buitenschot Park, near Schipol Airport. Website: H+N+S Landschapsarchitecten
19years, The company has invested in but at the same time Rhein Main The experts observed that the
many airports abroad (especially in is lucky to have larger budgets for agricultural and natural qualities
Greece). This focus away from the landscape than most other regional of the park seem to be of less
German region could also explain parks in Germany. The economic importance in the presentation.
why they’re stopping their support to success of the region has the Why not invest in the landscape as a
the park in 2021. Fortunately, Hessen additional side effect that it increases robust performative system of large
will compensate the loss of income. the development pressure of for natural and agricultural areas?
As a comparison, the Dutch Schipol instance business estates, which Schmidt explains that the park
Fund collected €30 million over a could challenge the park perimeter. does work on biodiversity, nature,
period of six years, but only a part of sustainability and other goals, but
this amount was spent on landscape Schmidt emphasizes the importance tries to approach them through the
projects. of chosing a clear goal as a lense of public use and values of the
government, and being the first park.
Discussion to allocate investments to show
An expert of South-Holland is companies that you’re serious and Some experts are curious about the
enthousiastic about Rhein-Main that there is no risk if they decide to number of farms in the park and the
and sees parallels with the Port of match the public investment with a willingness of farmers to operate
Rotterdam, Getijdenpark, Dunea private investment of their own. Good within a park context, perhaps in
and National Park Hollandse Duinen, communication and marketing of the the way Barcelona and Milan have
as well as the Recreation Boards. park project is key, appealing to many an ‘agricultural park’. The relation
Utrecht has also interesting initiatives values including the emotional and with farmers was challenging at
to share and compare, such as identitarian. first, Schmidt explains. Small and
Parkinclusive Development in and One expert wonders if the Rhein- part-time farmers in the park area
around National Park Heuvelrug. Main park organisation has a however turned out to be very
Some of the experts mentioned strategic position for research and interested in teaching and engaging
that despite the good practice of education, for example ‘living labs or people in agricultural practice and
the airport sponsoring Regionalpark nature/food awareness programs. nature conservation. This ended up
Rhein-Main, the numbers are still At the moment, the park has two being the shared interest with the
limited compared to the large profits research projects, one focused on agenda of the park.
that these companies make. Schmidt agriculture (CityZen), and one about
acknowledges that this is the case, sustainable tourism (NaToutHuKi).
—— “Money goes where money is!
Public spending remains a key element
in stimulating private spending on
landscape, even when you try to get
private contributions. Because landscape,
as a public good, is expected to be a
public Job.”
- Kjell Schmidt
Regionalpark RheinMain. Website Hessen-tourismus.de
20Opportunities for landvestors
After the discussion on Regionalpark Rhein-Main, about
30 experts in the area of landscape design, development
and financing, both from governments and the private
sector, joined three case-oriented breakout sessions. They
assessed the opportunities of donations, crowdfunding
and business models. Which of these options has the most
potential for the Dutch landscape?
In the breakout sessions, the 12 Donations
cases of landvestors, also present in Donating is owning. This feeling of A donation process also calls for a
the second half of this publication, (shared) ownership is a crucial part, very precise selection of the target
were discussed, compared and and the main motive for people to group. Arjen Simons (Brabants
put into context. New inspiring want to contribute, Mieke Span Landschap) is in doubt, wether
examples were gathered and (City of Utrecht) explains. Therefore, donation is the right way to finance
experiences shared. donations should be explicit in his type and scale of landscape
the communication regarding the developments, through the group of
The majority of the experts is forms of ownership. Besides the friends and users.
trying to be a landvestor, sees great potential of donation, she Philantropy has an archaic image
landvestment as a good way to also has the experience that, in the in the Netherlands, despite iconic
improve landscape quality, and case of fundraising for landscape examples of Philips in Eindhoven
regards a combination of donations, development and maintenance, the and the port tycoons of Rotterdam.
crowdfunding and business models budget for the donation process is Marijn Bos (Metropolitan Region
as the best way to move forward. sometimes equal to the budget for Amsterdam) discovered that there
Donations and crowdfunding are the project itself. Donors, in other are still some pure philantropics
nice and important, but solid public words, spend half of their money for left in the country. For example that
and private business models are their own fundraising. This is rarely gentleman who bought 10 ha of
necessary to get the job done. taken into account, which explains land in the Waterland area North
why so many initiatives with small of Amsterdam, because he felt
fundraising budgets fail. connected to it in a personal way.
21Financial leverage over time within a landscape
New Landscape Policies
Investment in €
1 million hectares landscape change perverse policies – governments
Restoring Combined Zone
Investment & loans: regenerative companies
Restoring Natural Zone
grants, carbon, subsidies – private, public
Landscape Partnerships - transformation
Building trust & business development
Grants, subsidies (Nationaal Park Utrechtse Heuvelrug. Website: www.regio90.nl
it connects people, both from the Business Model
city and rural areas. Apart from the Investing in landscape as part of
funding, which is sometimes limited, a business model is an attractive
this potential of connecting social idea for several reasons. It not only
groups is an important result of demonstrates a healthy interest of
crowdfunding.” Seats4Silence, an companies in their surroundings and
initiative that connects rural property community, but also breaks with
owners to urban workers in need the traditional idea that landscape
of a quiet workspace in a green is a cost instead of a great source of
environment, shows this aspect very added values. Could business models
well. help develop Dutch landscapes?
In a time when urban regions Martine Sluijs emphasizes the lack
experience a large growth in housing, —— “The most interesting of government funding to maintain
offices and other facilities such thing about crowdfunding is National Park Heuvelrug (Utrecht).
as energy production, the need that it connects people.” In the context of a yearly deficit of
to connect urban dwellers to the - Bertus Cornelissen €1,5 million, investing in the park
surrounding green areas is growing for the long term sounds like a
as well. The Corona-crisis has luxury. Stakeholders around the park
amplified this need for a green and seriously look for business models,
attractive living environment even such as in the housing and recreation
further. industries. Sluijs believes that only
The experts emphasize the personal scaling up such business models to
connection to landscapes close to the scale of the landscape unit itself
the city. “If you invest as an individual will make this a success. In this area,
in a project, it is your personal collaboration between a larger variety
choice, demonstrating a powerful of financers and other stakeholders
involvement in that landscape.” should be organized.
Precisely this personal touch, Joost Hagens and Leo Pols strongly
paradoxically, often makes it difficult agree, but add that in any case there
to combine these projects into larger will always be a need for public
programs, to scale them up and make funding of the landscape. And there
them stable on the long term.” is a paradoxical effect of turning
23Landvestors Expert Meeting, July 2020. Photo: Vereniging Deltametropool a park into a network of business system as carbon, it could motivate models including parking fees, landscape investments. restaurants and leisure: these tend Paul Gerretsen reminds that such to occupy more and more space and systems are merely an attempt to promote the idea that we need to deal with the problems we created continuously consume our landscape in the last 50 years. “We should do in order to afford it. much more and anticipate.” A big question is therefore how to As a cultural landscape, almost the organize broader partnerships, with entire Dutch territory is made for a —— “There are still some pure better cooperation and collaboration purpose, often to produce an income. philantropics in the country. among investors as well as the The side effects can no longer be [...] We should appoint an owners and users of the land. A ignored. In the 17th century, there was ambassador to gather CEOs of solid financial vehicle is needed on still a balanced mix of culture and large national companies, defying the scale of the landscape, which basic nature functions, a balance them to sign a declaration and involves different sources of private which is barely present nowadays. co-finance, with the national and public financing. Perhaps only radical change can government, a concrete plan on Landscape-inclusive urban bring us back to such a balance. If improvement of soil, biodiversity development might be another a large part of the Dutch landscape and landscape, inspired by the way to involve businesses, such were owned by the state, province or existing Deltaplans.” as real estate developers, in a municipality, public entities would - Marijn Bos landscape projects. Leo Pols, with take away the burden of the high land his colleagues at the Environmental price from farmers and stimulate Assessment Agency (PBL), works more sustainable land management. on new taxation and compensation Crowfunding initiatives such as Land models for CO2 and recently also van Ons already experiment with land nitrogen emissions. While carbon co-ownership by citizens. mostly accelerates climate change, nitrogen is responsible for unhealthy air pollution near infrastructure and ecological damage near livestock farms. If nitrogen would enter the same taxation and compensation 24
Grand reveal
At the end of the expertmeeting, not a single type of
landvestor is revealed as the ideal sollution for the Dutch
landscape, which is desperately in need of additional
funding and stewardship. Instead, experts agree that
the largest potential lies in combining business models,
crowdfunding and donations with existing and new public
funding for the landscape. Lessons from all landvestor
models, including opportunities and pitfalls, need to be
taken into account to make it work.
Awareness Long term and big scale
Public awareness is necessary to are favorable. Companies for Besides showing the way and
build up a critical mass for any example can show moral ownership performing their democratic duty in
initiative of landscape development. by setting higher environmental taking care of a public good, public
Communication and marketing standards of production and entities have the power to guarantee
can obviously help to achieve this. supplies, investing time and money continuity of development programs
Succesful examples are the OERR in community activities in the direct on the long run, and back them by tax
campaign by Natuurmonumenten - surroundings and focusing Corporate payer money. Even during economic
targeting children and their parents Responsibility funds towards the crises, such as the coming Corona
with the idea that playing outdoors landscape. At the same time, citizens recession, governments can opt for
and getting your hands dirty is can increase legal (co-)ownership landscape financing from reserves
fun, and the recent crowfunding of the landscape by participating and bonds on the captital markets.
campaign by Land van Ons that in land trusts, cooperatives and The work by Commonland shows
went viral. Even better, however, is crowdfunding initiatives for nature that also for landscape developments
the lip service of a growing group development and landscape inclusive with a private funding, longterm
of politicians and CEOs, who point farming. engagement (20 years) is very
at the importance of an excellent important, and over such a period a
living environment and landscape, Public initiative changing mix of investors can help a
for a broad concept of wealth: An important condition for these project to scale up.
including both economy and quality forms of ownership is the clearly Large corporations, as we have
of life. They affirm that we are all visible initiative of public entities in seen in the examples of Big Tech
responsible. No leading company landscape development. On the one in the Peninsula Open Space Trust
can afford to lag behind if this hand, the devestment of the national of Silicion Valley, the airport in
becomes the mainstream attitude. government in landscape projects, Regionalpark RheinMain and Shell’s
In this ‘new normal’, joint projects since 2010, has been an important investment in Dutch forest projects,
and area funds can be more easily reason for citizens and some have their own strategic interests. As
developed. A clear communicaton of companies to become landvestors. supersized landvestors, in principle
the landscape development process, On the other hand, scaling up they can be a great ally. In practice
and possiblities to contribute as small landvestment initiatives seems only their committment ought to be
and large stake- or shareholders is a viable through strong partnerships evaluated in a larger context. Is the
key to successs. with local, regional and national amount they contribute proportional
governments. All experts we spoke to the positive public image and
Ownership with agree that landscape, being a license to operate, tax cuts and
In all three landvestor models public good, should always (partly) building permits they receive?
- donations, crowdfunding and be shaped, facilitated, coordinated Experts agree that most of them
business models - a sense of and developed by public entities and could easily afford to do a lot more.
ownership is a crucial trigger. funds. The government is the largest Especially family-based firms, not run
Ownership reflects both on the land owner, and public involvement by the shareholders, seem promising,
moral side of care, engagement is necessary to represent all social since they have by nature a long-
and responsibility as well as the groups of landscape users, not all term multi-generational perspective,
legal side of power and control. As of whom are able to contribute as a and often a tradition of maintaining
a citizen, institution or company, landvestor. Governments can also relationships with their surroundings.
the awareness and sense of improve legislation to stimulate
urgency as described above can landvestment and create space for a
stimulate action if the conditions variety of forms of collaboration.
25‘Boeren Wes en Kasper’. Website ‘Boeren van Amstel’, Still from video 26
27
Adobe Creek, Palo Alto, California “Landscape is Corporate Identity” Blind Spot, Deltametropolis Association, 2016 The Adobe Creek in Palo Alto, California, was the inspiration of Charles Geschke and John Warnock for when they started their software company Adobe Systems in December 1982. Made from earth and organic material, ‘adobe’ was one of the earliest known building materials in the region. Based in the San Francisco Bay Area (San Jose) with over 13,000 employees worldwide, the company positions itself as a sustainable enterprise. It is among the larger contributors and supporters of the Peninsula Open Space Trust (POST), which buys and maintains land to protect the famous redwood forests and creeks in the region. This way, Adobe guarantees the quality of life for its employees in the future, as well as the preservation of the creek that gave the company its name. One of Adobe’s inventions, the PDF, has been used over 50 billion times worldwide. The company claims that a digitally signed PDF has a 91% lower ecological footprint than the same document would on paper. Photo: Dan Gregson, Fickr CC, 2011 28
Case studies: donations
The Bentway Park
Peninsula Open Space Trust
Regionalpark Rhein Main
Wij.Land
Landpark Assisië
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donations
The Bentway Park
Like many cities, central Toronto had its own elevated highway project in the
1960s, the Gardiner Expressway. For decades, the residual space underneath
was not used, and the experience of this historically important site was not
possible. The need for park space and quality of life have become important
items in the planning debate of the city since the 2000s. Since the construction
of the Gardiner in 1966, the space remained off the radar until planner
Ken Greenberg recognized its potential. After years of studying the space
underneath the expressway, including a prestigious competition with famous
design firms such as OMA, West8 and BIG, a large donation made it possible
to envisage realization of the Bentway Park in a matter of years. The new
innovative public space of 1,75 km long was proposed in 2015, and in 2019 it
opened its doors to the city’s growing population.
Rediscovering history The rhythm of the concrete columns,
The area surrounding the Bentway according Greenberg, resembles
Park is layered with a rich and the famous colonnade of Palmyra,
important history. The site sits on “and we got that for free”. The
the traces of the former shoreline Bentway Park offers activities and
of Lake Ontario, once an important events throughout the whole year.
junction for trade and a gathering It also includes gardens, skate trail,
place for Indigenous peoples, recreational amenities, public art,
including the Haundenosaunee, the special exhibitions, theater festivals,
Huron-Wendat and the Metis. It is musical performances and more.
also the site of the Treaty lands of the Its programming is accessible and
Mississaugas of the Credit. These participatory, it aims to explore the
lands are part of Fort York National site’s unique histories, features and
Historic Site, which is recognized possibilities.
by the Government of Canada as
being of national significance, yet The organization
until recently rather inaccessible in The initial phase of the park project
the middle of the elevated highway covers the area from Strachan
complex. Considering the great Avenue to Bathurst Street, serving
potential of the area yet still to be seven local neighborhoods with
explored, the philanthropists Judy more than 70.000 residents. The
and Wilmot Matthews decided to park provides these communities
approach the Mayor of Toronto, John with a gateway to the waterfront,
Tory, with a remarkable proposition: while providing all Torontonians
a $25 million donation to transform with access to important attractions
the neglected land under the express and destinations of the city such
way into a new central park for the as: Fort York National Historic
city, designed by PUBLIC WORK. Site, Ontario Place and Exhibition
Place, the Harbor front Center and
the CN Tower. Today, the Bentway
Bentway Park, 2015 Park is maintained, operated and
programmed by the Bentway
Type of organization: foundation Conservancy, a collaboration of a
range of city-builders and experts
Landscape focus: metropolitan including the city of Toronto, Toronto
landscape, residual Waterfront, Judy and Wilmot
infrastructural space Matthews (the co-founders), Ken
Greenberg Consultants, PUBLIC
Scale: 1,75km long WORKS, Fort York National Historic
Site and Artscape. On their website,
Contact: the Bentway Park affirms to be a
https://www.thebentway.ca/ proud member of the High Line
Network, an international network
Financing model: private of projects that transform industrial
donations and public subsidy infrastructure into new urban
landscapes. Half of the conservancy’s
budget, $4 million in 2018, comes
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donations
The Bentway Park. Photo: Wyliepoon, Flickr CC, 2018
from start-ups operating funds, one Philantrophy in Canada is commonly can be realized within a few years.
fourth from donations. The other rewarded with generous tax benefits International groups such as the
fourth comes from different groups and in this case also with a model of Highline Network make it easy to
such as government grants, corporate co-ownwership. The details of this learn from each other’s practice and
partnerships, event rentals and public-private arrangement are not share experiences, also concerning
others, as well as interest earnings. easily accessible and might be worth finances. There are many iconic and
Half of the budget is being spent in exploring. historic examples to learn from, from
programming, visitors’ experiences Regardless of this lack of the Promenade Plantée in Paris,
and facilities, marketing and transparency the plan is a great the temporary use of the Minhocão
communication, and development. example of strategic urban expressway in São Paulo, to the
The other half goes to staff, development. The rediscovery of celebrated Highline in Manhattan.
administration and other overhead residual spaces around, on top of, or Dutch examples of this type are
costs. underneath existing infrastructure often brought about in the public
can be a gamechanger. Such sphere, such as Roel Langerak Park
Lessons learned places are often difficult to develop in Rotterdam, which includes a
The right money at the right time viably into real estate, but provide highway flyover area. Or semi-public,
in the right place: The Bentway existing structures, even roofs, for as in the case of the Hofbogen, also
Park obviously shows the power of public activity in terms of sports, in Rotterdam. The Corona crisis has
philanthropy to accelerate a plan for culture, open air markets, fairs and made citizens and local governments
something that a city desperately leisure. “You just need to find the very aware of inner city green spaces
needs and wants. In the years before space.” The Bentway shows that and opportunities to increase them.
the main donation by a wealthy landscape investment projects are Joining efforts with urban climate,
couple in Toronto, a crucial role was not only possible in the usual green health and recreation programs
played by a city planner who had areas outside of the city, but also in can help to realize new initiatives.
warm connections with the city’s places where you would least expect The role of philanthropy is not very
institutions and politicians. The them. The central location provides prominent in contemporary Dutch
program is a striking example of opportunities to engage various culture. An older generation of
joined forces between public, semi- urban communities, also those who philanthropic funds is still financing
public and private entities; it also cannot donate money, but may have current projects, for example by
combines subsidies with donations some time to spend in voluntary foundations such as Verre Bergen,
on both national and international activities. which spends the yearly interest
level (Highline Network). revenues on 20th century gifts of port-
An interesting point that we couldn’t Potential related enterprises in Rotterdam.
fully figure out is how the motivations There are many residual spaces How can we find and engage the
of each party get to be accomodated waiting for better use and new generation of millionaires, for
in the general goal of the initiative development. With the right physical example in tech and finance?
and to what extent the outcome access, societal public/private
benefits public or private interests. initiative and funding, a project
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donations
Peninsula Open
Space Trust
The Peninsula Open Space Trust (POST) is a donation platform that aims
to buy natural land in the busy (and expensive) San Francisco Bay Area,
and preserve it as a landscape network for the benefit of the different
communities, the environment and the economy. Founded in 1977, POST
protects over 31.500 hectares of permanent open spaces, farms and parklands
in the areas of San Mateo, Santa Clara and Santa Cruz counties, in the San
Francisco Greenbelt area that is very sensitive to urban sprawl. POST accepts
donations from private individuals, companies, foundations and grants. Some
big actors of the Silicon Valley are actively participating, such as HP, IBM,
Google, Microsoft and Adobe. Apart from a green image, these companies also
acknowledge the need for an attractive landscape as a location factor, in order
to retain their highly contested knowledge workers.
Regional collaboration from 100 cities in 9 counties, and
Besides POST, many other land the State of California. For the topic
trusts are active in the Bay Area. of landscape specifically, there
To achieve their goals, they all also exists the Greenbelt Alliance,
typically set up partnerships with which monitors construction plans
both public and private parties. The and other activities that might be
Peninsula Open Space Trust has incompatible with the greenbelt
managed to collaborate with the function. And there is the Open
National Park Service, The Coastal Space Council, which promotes the
Conservancy and the U.S Fish and conservation, accessibility, routing
Wildlife Service. In the private sector, and educational/leisure activities in
foundations of companies such as Bay Area landscapes. The Council
the Hewlett Foundation, the Silicon network maintains thousands of
Valley Community and the San kilometers of routes and supervises
Francisco Foundation have joined. publicly accessible parks. When it
The regional planning context of was established in 1990, land trusts
the entire Bay Area (population 7 and public authorities were still
million) is of great importance, in struggling, so the first activities were
terms of landscape, transportation, to collaborate on better financing,
urbanization and greenbelt policies. making regional maps and sharing
Like the Netherlands and unlike tools and innovative methods.
Paris or London, the Bay Area
does not have one metropolitan Today, the Open Space Council has
authority. The Association of Bay members from 65 public authorities,
Area Governments (ABAG) currently small land trusts and national leaders
includes public representatives in the field of landscape conservation.
Donation
Peninsula Open Space Trust, An important capability of the land
1977 trust is to have enough liquidity at
the moment when important areas of
Type of organization: NGO land become available for purchase.
Today, POST works on 11 project
Landscape: metropolitan areas throughout the Bay Area, such
landscape, greenbelt (agricultural, as farms, islands, ranches or beaches.
forest, beach) These are supported by more than
6.000 donors. The publicly available
Scale: +- 31.600ha financial reports state that POST’s
capital and yearly budget have grown
Contact: steadily in recent years. Their assets,
https://openspacetrust.org/ half of which concerning investments
and a third concerning land, grew
Financing: private donations from $275 to $315 million between
2016 and 2019. Yearly revenue, most
of which are contributions and grants
and about a fifth comes from interest
3536
donations
Silicon Valley. Photo: Jitze Couperus, Flickr CC, 2018
and dividends, grew from $31 to $32 Adapt the tax system to stimulate balance sheet is dwarfed. A single
million. Of its budget, POST spends donation: The USA tax system allows one of those companies could easily
75% on programs, 16% on fundraising for more deduction of donations finance the entire greenbelt at once.
and 9% on management and support. regarding for example land trusts. So it is clearly a matter of what we
As soon as land is bought by POST, it This means that donating becomes can or should expect from private
is protected. After a transition period cheaper for companies and citizens, companies in a certain context, as
with the POST stewardship team the and that the government matches all consumers and inhabitants, and
land is transferred to a public agency money spent on donations without what they expect from each other in
for its permanent management. determining exactly on which that the regional competitive business
money is spent (they trust the culture. Clichés have it that American
Lessons learned donors). This is a big difference with companies and citizens donate
Collaborate: preserving and the Dutch situation, where another more because their governments
developing landscape structures of a type of accountability is expected don’t invest in common goods like
certain scale in complex and dynamic from government spending and less landscape, and they have a more
metropolitan areas is only possible opportunities are given for donations favorable tax regime to do so. This
with the help of regional public and to guide landscape investment. is far too easy. California has a
semi-public entities. Collaboration progressive government, both in
with NGOs and other land trusts Potential terms of investing and taxation. Let’s
for political and financial leverage, The numbers of the many land trusts make a comparison with the Dutch
sharing of knowledge and experience, in the Bay Area are impressive at land trust Natuurmonumenten. In
and agenda setting is necessary. first glance. But how can we judge 2017 individual donors raised €32
Public-private partnerships can their effectiveness and transport million to help conserve and manage
create a more robust and resilient lessons to the Dutch context? The 107.000 hectares of land, while the
financing for landscape. effectiveness in the Californian contribution by companies was only
Combine interest: POST context is clear. At the current rate, €0,8 million. Big tech, big finance
demonstrates how the conservation they will have the proposed greenbelt and big trade in the Netherlands are
of natural and cultural heritage areas complete in a matter of decades. not sufficiently on board.
can be combined with recreational On the other hand, if we take into
and educational use of landscapes. account the accumulation of capital
They also offer large companies a by big tech companies in Silicon
way to invest in the local community Valley, who increase their stock value
and improve their image and license by the billions each year, the POST
to operate.
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