Nieuwland is a housing district that was built around the centre of Schiedam after the Second World War. Half of the district of almost sixteen thousand residents are elderly Dutch citizens and the other half comes from various ethnic groups. Good features are a shopping mall and plenty of schools. The district is easy to reach: busses, trams, underground railway, artial road, and of course motorway junctions have opened the district up towards the city and the region. In the past decade the district has deteriorated fysically and obtained a bad image within Schiedam. It became necessary to take action. The Schiedam municipality developed an initiative to work together with the residents on this improvement through a ‘district identification’ (branding) process.

Due to the fact that Nieuwland had inexpensive rental accommodations and because of the district’s great connections to the city and region, it was known as a real ‘starters district’. Due to the large turnover within the district the residents live without any real contact. However, if the district is to have a future it is necessary to improve its image. The Schiedam municipality has taken the initiative to work together with the residents on this improvement.
 

District ‘branding’ to determine common denominators

In order to offer a district a future it is important to look for binding factors. This can be difficult in a district in which many different groups of people reside. To determine the common denominators a ‘district identification’ (‘branding’) process was applied. In two sessions and with the aid of professionals about 50 residents, who represent various lifestyles, have made a list of the most important core values of the district.
 

In the process the district profile for the future came about: ‘Nieuwland: the district for everyone.’ Six core values – with which the residents can identify – support this profile:

• Cultural diversity

• Mobility

• Living space

• Being together

• In shipshape

• Spunk

Subsequently the results of the sessions were presented to the neighbourhood. During this presentation various residents told beautiful and touching stories about their district.

During the sessions the residents and professionals drafted a program called ‘Nieuwland in Action.’ Over 50 projects that related to living, public areas, safety, care provision, education, communication etc. were proposed. An important aspect in this is that the residents themselves can develop and work out their own initiatives. The municipality mainly provides support and creates conditions.
 

Network projects

• Coalitions are “concocted” around important themes. In this framework the sanitation department, the police, socio-cultural workers, and various schools have closely worked together in managing the outdoor areas, through the “clean” campaign.
   

• Residents are actively involved in various themes. In this framework the project “Neighbours welcome new neighbours” was created. New residents are welcomed with a welcome package: their neighbours supply them with information and familiarise them with the neighbourhood.
  
   

• Another project has to do with the elderly: in co-operation with organisations that provide care for the elderly residents organise network projects through which the elderly can help each other. It is remarkable that many younger people take part in this project too.
   By now other groups have become involved in the developments of “Nieuwland in action.” Various individually developed organisations have combined their efforts in a sports program in order to organise combined tournaments and sport activities for the rank and file within the district. These are private, independent organisations.

Summer Mardi Gras

The Summer Mardi Gras project is the beginning of the restoration of Nieuwland’s bad image. The Antillean community developed a “simple idea” that had come about during the design of the logo into an actual festivity in which dozens of volunteers took part. During the parade it became clear for all concerned with Nieuwland what the district’s possibilities for the future are.
 

Positive energy

The entire process has stirred up positive energy in the district: a well-ramified network of enthusiastic residents, organisations, and the municipality work together on the future of the district. A new logo and a new district paper have been developed. The residents play an important role in these developments. The group of residents who were involved from the very beginning keeps track of all progress. Their opinion in assessing the projects pulls a lot of weight. The organisations are also committed to various projects and together they develop them and carry them out.
 

Physical progress

In order to deal with the limited supply of accommodations and the bad quality of life within parts of the district a rigorous renovation scheme was launched in the early nineties. In doing so the initial realisation of the vision of urban development for the district was a fact. This vision consists of three important pillars:

1. There is room for ‘urban living’ within the particular area of the district that borders on the city centre.

2.  There is a ‘garden city’ with many plants within the centre of the district.

3. The ‘park city’ is situated on the border of the district, adjacent to the ‘Beatrix’ park.
    

In this manner three connecting yet dividing parts come into being when the district’s urban-developmental layout is employed. This gives Nieuwland the opportunity to offer a higher variety of life and housing styles.

The renovated underground railway through the network city (“Benelux” line) gives the district an extra impulse. Two underground railway stations with a contemporary design are being built within Nieuwland. [Kader sluiten]

There will be special accommodations for the elderly. These accommodations will be combined with facilities such as a grand cafe. Subsequently, plans for a special residential care area are under development. In these areas an integration of support and care – right up to the doorstep – will be provided.