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O papel do comércio e dos serviços na reestruturação do centro urbano de Vila Franca de Xira
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As cidades tinham um comércio dinâmico e diversificado, sendo os clientes maioritariamente residentes nas redondezas da loja que frequentavam. Ao longo do tempo foram aparecendo outros espaços de consumo, como é o caso das galerias e dos centros comerciais, que atraíam os consumidores pela diversidade, pelo abrigo das intempéries e pela estimulação dos sentidos e rapidamente adaptaram as vivências do seu quotidiano a estes espaços comerciais. Dá-se o abandono dos centros das cidades, a perda da sua dinâmica e a sua degradação. Estes, com acesso automóvel cada vez mais difícil, comércio pouco atrativo e estagnado no tempo, vão perdendo valor comparativamente aos centros comerciais. Entretanto, a turistificação e a reabilitação urbana trouxeram para a ribalta os centros das cidades e a sua valorização (imobiliária e comercial) em detrimento dos centros comerciais, criaram-se acessos, estacionamento pago e/ou formas de chegar através de transportes públicos, incentivou-se a modernização do comércio, introduziram-se as vendas digitais, efetuaram-se eventos, requalificaram-se espaços públicos, entre outras ações de dinamização, para estes serem mais atrativos. Alguns dos centros de cidade, sobretudo das mais pequenas, como é o caso de Vila Franca de Xira, não conseguiram gerar interesse suficiente para voltarem à ribalta e o processo de degradação continuou. A incapacidade de o comércio gerar interesse, bem como o conjunto de condicionantes que este território apresenta, acabam por limitar as possibilidades de sucesso. Este trabalho procura identificar um modelo de intervenção no território liderado pelo comércio e serviços, que melhor se adeque ao centro de Vila Franca de Xira. Os consumidores e os comerciantes foram auscultados para se perceber quais são os hábitos de consumo e quais são as perspetivas para o comércio. São apresentadas diversas hipóteses, mas destacam-se os Business Improvement Districts devido à sua natureza público-privada, ao modelo de participação dos comerciantes e da panóplia de ações possíveis.
The cities had a dynamic and diverse commerce, with most customers being residents of the surrounding areas of the stores they frequented. Over time, other consumption spaces emerged, such as galleries and shopping centres, which attracted consumers due to their diversity, shelter from the elements, and sensory stimulation. People quickly adapted their daily lives to these commercial spaces. This led to the abandonment of city centres, the loss of their dynamism, and their degradation. With increasingly difficult car access, unattractive and stagnant commerce, city centres lost value compared to shopping centres. Meanwhile, tourism and urban rehabilitation brought city centres back into the spotlight, increasing their value (both real estate and commercial) at the expense of shopping centres. Measures such as creating access points, implementing paid parking and/or public transportation options, encouraging the modernisation of commerce, introducing digital sales, holding events, and revitalizing public spaces, among other dynamizing actions, were taken to make city centres more attractive. Some city centres, especially those of smaller cities like Vila Franca de Xira, were unable to generate enough interest to regain prominence, and the process of degradation continued. The inability of commerce to generate interest, coupled with the various constraints of this territory, ultimately limits the possibilities for success. This work seeks to identify a territory intervention model led by commerce and services that best suits the centre of Vila Franca de Xira. Consumers and merchants were consulted to understand their consumption habits and perspectives on commerce. Various hypotheses are presented, with a focus on Business Improvement Districts due to their public-private nature, the participation model of merchants, and the range of possible actions.
The cities had a dynamic and diverse commerce, with most customers being residents of the surrounding areas of the stores they frequented. Over time, other consumption spaces emerged, such as galleries and shopping centres, which attracted consumers due to their diversity, shelter from the elements, and sensory stimulation. People quickly adapted their daily lives to these commercial spaces. This led to the abandonment of city centres, the loss of their dynamism, and their degradation. With increasingly difficult car access, unattractive and stagnant commerce, city centres lost value compared to shopping centres. Meanwhile, tourism and urban rehabilitation brought city centres back into the spotlight, increasing their value (both real estate and commercial) at the expense of shopping centres. Measures such as creating access points, implementing paid parking and/or public transportation options, encouraging the modernisation of commerce, introducing digital sales, holding events, and revitalizing public spaces, among other dynamizing actions, were taken to make city centres more attractive. Some city centres, especially those of smaller cities like Vila Franca de Xira, were unable to generate enough interest to regain prominence, and the process of degradation continued. The inability of commerce to generate interest, coupled with the various constraints of this territory, ultimately limits the possibilities for success. This work seeks to identify a territory intervention model led by commerce and services that best suits the centre of Vila Franca de Xira. Consumers and merchants were consulted to understand their consumption habits and perspectives on commerce. Various hypotheses are presented, with a focus on Business Improvement Districts due to their public-private nature, the participation model of merchants, and the range of possible actions.
Descrição
Palavras-chave
Business improvement districts Centros comerciais Centros das cidades Comércio Modernização Vila Franca de Xira City centres Commerce Modernisation Shopping centres