Quality for the heart of Amsterdam

Reason

The City of Amsterdam is of the opinion that there is crime and an infrastructure that is maintained and fed by a host of criminogenic facilities such as brothels, smartshops, currency exchange bureaus, gambling joints, coffee shops, convenience stores, sex clubs and some restaurants and bars. There are indications that they serve as a cover for money laundering practices. A relatively high number of souvenir shops and convenience stores seem to have an actual turnover that is disproportional to the rent they need to pay. Furthermore, the drugs issue and women trafficking are important reasons for the strategy.

Quality

The City of Amsterdam wants to give the city centre a quality boost. It involves a combination of small & diverse and large & international. This will be an area of quality hotels and stores that sell high-quality products. Everyone must come to know the 1012 area as one of the most exciting, most varied and most interesting centres of Europe. The balance between the different functions in the area will improve. It should eventually attract a wider audience. The current effect of grandness and authenticity will be enhanced. Summarising, there are five targets:

• to dismantle the criminal structure

• to reduce crime-sensitive functions

• to stop and reverse degeneration

• to recover the good balance of functions

• to realise a high-quality and varied city entrance

Opportunities

In spatial-economic terms, the city centre and the Amsterdam region are undergoing many developments. The southern IJ bank is nearing completion. The NoordZuidlijn will optimise accessibility by metro to the city centre. There are a number of market parties that also recognise the opportunities: NV Zeedijk, NV Stadsgoed, NV Stadsherstel, Ymere, De Key/Principaal, ING Real Estate, Corio, Am Vastgoed, IPMMC, Redevco Nederland, Stable International, Rabo Bouwfonds, ABN AMRO, Fortis, Multi Vastgoed, Kroonenberggroep. They are all involved in the 1012 strategy or have shown an interest therein. Parties such as Victoriahotel, Krasnapolsky, Bijenkorf and also cultural organisations such as Ons’ Lieve Heer op Solder and the Oude Kerk are working on concrete initiatives that are in line with the municipal ambitions.

Strategy

The city is tackling quality improvement in three ways: by realising so-called key projects, restructuring and improving the public space and opting for a street-oriented strategy.

First pillar: 9 key projects

The city will make space available for alteration and development projects in important locations in postcode area 1012, which projects will contribute to the economic development of the inner city. The plan is to set a flywheel in motion aimed at improving the quality of the entrance area. This involves a total of nine key projects: Beursplein, Chinatown, Geldersekade/ Oosterdok car park, Oudekerksplein, Ons’ Lieve Heer op Solder, Victoriahotel and the Kadasterpand, the Fortis building at Rokin, Krasnapolsky, Binnengasthuisterrein (University of Amsterdam). There will no longer be any room for prostitution at Oudekerksplein. It will be replaced by commercial activities, shops, culture, art, bars and restaurants. Beursplein will become a beautiful and lively square of significant importance to the city centre. A bicycle storage facility and possibly a car park with underground links between the Beurs van Berlage, the Bijenkorf and C&A will be built underneath Beursplein. Moving the Bijenkorf car park underground would create space for quite a few shops and possibly houses on the northern side of the building.

Second pillar: public space

An important second element of the strategy is improving the quality of the public space. The ‘heart of Amsterdam’ is to become an area where everyone feels welcome. Pleasant surroundings are an important factor in that respect. Streets, parking spaces, but also street furniture and public lighting set the scene here. It is back to basics: clean, intact and safe. Important roads such as Zeedijk, Nieuwezijds Voorburgwal, Geldersekade and Oudekerksplein are given a facelift. De Rode Loper area, i.e. Damrak and Rokin, is a key factor in that respect.

Third pillar: street-oriented strategy

The city wants to push back the criminal infrastructure and one-sided economic structure by means of a street-oriented strategy. These are streets that show the early signs of degeneration. The number of window brothels will be reduced, as will the number of coffee shops. By reducing and zoning these types of functions, manageability increases and the criminal infrastructure can be tackled further. Additionally, there will be fewer smartshops, callshops, convenience stores, massage parlours, sex shops, sex cinemas, sex amusement arcades, sex theatres, souvenir shops and headshops. Currently, there are too many of them. Breaking through the existing monoculture will create opportunities for a more varied use. Another plan is to improve quality of the bars and restaurants in the area.

Zoning

Prostitution will be reduced and zoned to two well-organised areas: 1. Oude Nieuwstraat and 2. Oudezijds Achterburgwal and its side streets. As such, half of the supply will continue to exist. Prostitutes working in brothels that are destined to close can request a medical examination via the prostitution and health centre P&G 292. Here they can also obtain information on, among other things, terms of employment, legal aid and how to quit the game. This also applies to the coffee shops. Streets will be subjected to a phased clearance. The 1012 strategy will herald the closure of a maximum of 26 coffee shops.

Download brochure 'Heart of Amsterdam'
Download FAQ on Project 1012

Press release - City of Amsterdam - 6 December 2008