A municipal programme supporting shops whose historical and cultural heritage contribute to the city’s identity.
Throughout history, commerce has played a significant role in the birth and development of cities. The city of Lisbon developed the programme Loja com História, “Shops with a History”, to recognise commerce as a distinctive element of the city.
The Shops with a History label is awarded to shops including retail, services, restaurants and cafes that help foster the city's identity and play a role in preserving its historical and cultural heritage. The municipality's goal is also to promote local shops, mainly in the historic town centre, as part of Lisbon's rehabilitation strategy for revitalising the city's economic and social fabric. To achieve this, a municipal fund has been created to support the selected shops.
In July 2016, a multi-disciplinary team following predefined selection criteria, selected 63 shops to take part in the programme and in March 2017 a further 19 shops were selected.
URBACT Good Practice Label
This project was awarded the 'URBACT Good Practice Label' in 2017.
In February 2015, the city council began talks with shopkeepers and representatives of trade and restaurant associations to address the commercial crisis situation that had arisen and to help businesses to stay operating in the city. From these meetings some basic ideas emerged culminating in the launch of the Shops with a history programme in February 2016.
The programme aims to support and promote traditional local commerce as a symbol of Lisbon, as well as providing a safeguard for the remaining retail stores with unique and differentiating characteristics of commercial activity, and whose history is intertwined with that of the city.
The city council is committed to protecting historic shops by combating property speculation and the unrestrained increase of retail rents. The long-term viability for retail shops and restaurants is recognised by the municipality with the reduction or exemption of municipal urban taxes.
The candidate shops are visited and inspected by a multi-disciplinary working group set up for that purpose. This group consists of a mixed team from the municipality and the Faculty of Fine Arts that recommends the shop which meets most of the criteria to be awarded with the distinction. The distinction is awarded on the basis of the cumulative assessment of various factors such as commercial activity, as well as the existence and preservation of architectural heritage or cultural and historical materials.
The working group proposes the distinction, which is validated by an advisory board. This board is constituted by individual retailers and representative associations of trade and catering, as well as personalities with strong links to the history or the commercial life of the city. Finally, the decision is confirmed by the mayor or the deputy mayor. The selected shops are listed in a database with a documentary and photographic record that testifies to its current repository as well as the authenticity of its history. Each selected shop is awarded a plaque with the insignia “Loja com História” to be placed on the façade of its building.
The overall budget amounts 120K€ for 2016/2017.
Both the distinction and the fund were subject to their own regulations and submitted to a public consultation, before being ratified by the Municipal Assembly, the deliberative body of the city.
The additional prestige resulting from the Shop with a History/Loja com História distinction brings positive benefits for the shop’s activity. In some cases, having the distinction could even help a store avoid eviction, displacement or forced compensation.
The shops that are awarded a distinction benefit from greater public visibility, and this often provides a stimulus for updating their processes and methods to reach a larger market. This in turn has led to the creation of a municipal fund as an integral part of the same programme. This fund is intended to contribute to the costs carried out by stores in three areas: maintenance or restoration of façades, architectural and decorative elements and business dynamism or cultural initiatives.
The programme has been adopted by Porto, the second largest city in Portugal. Representatives of the Porto city council have held meetings with Lisbon officials in order to launch a similar initiative, called Porto with Tradition/Porto com Tradição.
The programme’s project manager has been invited to present a paper on the Lisbon programme at regional meeting to be held in Algarve, next April, organised by DG Cutura of Algarve/Ministry of Culture under the theme “Shops with a History/Encontro Lojas com História”.
This programme is easily transferable to other European cities, considering that the EU itself plans to improve trade and quality of life in cities, for example, through funding under Horizon 2020.
Outside of Europe, the city of San Francisco has also already adopted a similar program that recognizes small businesses as cultural landmarks and contribute to support longstanding, culturally significant businesses.
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