In 2015 and 2016, Paisaje Transversal performed a preliminary analysis of the Amara Berri neighborhood’s economic and social development for the city government of Donostia-San Sebastian. The 2018 plan served as an update with follow-up actions in order to address the potential transformations for this neighborhood. We then ran a workshop with local vendors to generate a diagnosis in 2019 outlining main steps in order to revitalize the productivity of the neighborhood.
Lastly, following the COVID-19 pandemic, we defined new proposals for the commercialization of Isabel II and Osinaga, two distinct sub-neighborhoods of Amara Berri. During the time between the original analysis and now, various projects have been carried out by the city government, affecting the neighborhood both economically and socially, which is why it is necessary to reevaluate the state of the commercial and residential fabric.
Background
Amara Berri is a neighborhood that has suffered from a gradual decline in commercial activity in recent years. The way the neighborhood has evolved is representative of larger, overarching themes, such as the population profile, general attractiveness, and how the area is perceived by residents and the greater city. While the central focus is on rebuilding the economic vitality of Amara Berri, we take into account other variables to produce a comprehensive vision of the current situation.
Our methodology included a transdisciplinary approach, the collaboration and involvement of key stakeholders, and the creation of strategic projects. We then conducted our analysis in three separate areas, which were population profiling, urban space, and economic activity.
- Population Profile: Amara Berri is the most populated neighborhood in Donostia-San Sebastian, where the average age is increasing like the rest of the city. About 8% of the population is foreign-born, slightly higher than the city average.
- Urban space: The majority of the land use is for residential purposes, and it is highly fragmented by transportation infrastructure that leads toward the city center. Like many neighborhoods outside of the city center, Amara Berri lacks cultural resources, educational opportunities, and important tourist attractions. It is most known for its everyday character and the sports arena that dominates the south side of the neighborhood.
- Economic activity: 91% of establishments are dedicated to the service sector, which is slightly higher than the city average. There is also a slightly higher percentage of both commercial and hotel establishments compared to other residential neighborhoods outside the city center.
Based on these analyses, we can draw important conclusions about the overall character of Amara Berri. For instance, the aging demographic trend can have a negative impact on local commerce, but the high purchasing power of residents should positively influence commerce in general. We see this in the high amount of primary purchases made in Amara Berri (eg. food and pharmacy), while in the fashion sector, the majority of purchases take place outside of the neighborhood. In urban space, we discover an oversupply of commercial areas with notable deficiencies in tertiary and industrial sectors, leading to a lack of diversity that is reflected in the largely homogeneous density.
Combined with the natural topography and U-shaped layout, Amara Berri continues to disintegrate into smaller districts that aren’t large enough to support a diverse amount of commerce, therefore being unable to attract citizens and tourists from different neighborhoods.
Moreover, to highlight the dynamics within the neighborhood in the preliminary analysis (2015-16), we divided Amara Berri into five distinct areas:
- Sancho El Sabio is physically isolated by the river and railway, as well as large gaps of space on its north and south ends. It is dependent on bus activity and hotels, but presents an important opportunity to become a commercial axis given the mix of restaurants, specialized stores, and constant influx of people.
- Mutualidades is also an isolated area surrounded by the railroad and Avenida Carlos I. The central plazas offer facades with the potential to increase commercial activity, but there is still a lack of pedestrian infrastructure and public activity to support it.
- Isabel II – Avenida Madrid presents the most concentrated area of commerce in Amara Berri, supplemented by good public transport, bike lanes, and pedestrian walkways. There are some large establishments as well as specialized stores, but the inner plazas and secondary streets continue to lack activity.
- Osinaga suffers from an absence of daily trade which can be attributed to a low influx of people leading to low activity. There are many border streets and cul-de-sacs where vacant spaces are concentrated, presenting a challenge for commercialization.
- Riberas de Loiola is the most recent development in Amara Berri. While there is not much commercial activity at all, there is an upward trend developing given the recency of its construction as a sub-neighborhood.
Based on these characterizations, Amara Berri presents itself as a diverse neighborhood without a central identity despite a high concentration of inhabitants. Most pronounced is the imbalance between commercial supply and demand resulting in a polarization of distribution based on main axes and thoroughfares, hence creating vacant, unused space on secondary streets. Some other factors to consider are the lack of attractiveness for the rest of the city, new consumption patterns based on online shopping, and lack of cultural activity.
Reactivation workshop
In 2019, we followed up on our revised Plan Comercio Amara (Eng. Amara Trade/Commerce Plan) in order to outline a strategic framework moving forward. The workshop that was held with local vendors enables them to work on projects in which they have a primary role while simultaneously creating an operational roadmap for its implementation. Projects were structured into three categories: organization and management, communication and marketing, and revitalization and promotion.
Under organization and management, the Amara Trading Table was proposed. This would be a participatory space where the city government, commercial entities, merchants, and neighborhood associations could converse in making operational decisions and coordinate networks between the different areas of Amara. Questions such as how to modernize business and how to appeal to the younger generation could be addressed.
Within communication and marketing, the first idea was to create an Amara branding or some image that could unite the neighborhood in its revitalization efforts. Secondly, following the Amara brand, it was recommended to collaborate on a joint online marketing strategy that promotes the entire commercial and hotel industry in the area. Lastly, organizing advertising campaigns that align with the sociocultural identity of Amara could publicize certain events, sustainability, and local products. To promote and dynamize Amara, local businesses could work to unite the sports, commercial, and hospitality activities in the area, as well as run events for families and the greater community.
Next steps
Finally, in 2023, we looked again at the areas of Isabel II – Avenida Madrid and Osinaga. Between the 2018 drafting of the Plan Comercio Amara and even through the COVID-19 pandemic, the city government of Donostia-San Sebastian has implemented various actions from the original plan as well as other projects, most of which have been concentrated in the key commercial areas around Isabel II.
Furthermore, in 2018, we drafted the Amara Berri Plan de Activación y Mejora del Espacio Público! (PAM!, Eng. Public Space Improvement Plan) that included other actions and initiatives. The most noteworthy transformation was the redevelopment and semi-pedestrianization of Isabel II, generating a positive impact on activity and the use of public space. Currently, Plaza de los Estudios is being remodeled as well. That is why a review of the spaces that have undergone significant transformations is pertinent from a social, urban, and economic point of view.
Since the original diagnosis in 2018, there have been observed the following notable changes:
- Significant increase in the foreign-born population (20% in Isabel II) and the decrease in young people in Osinaga.
- Increase in business density in both areas of all types: for Osinaga, hotels and commerce and for Isabel II, restaurants, fashion, and household equipment.
- A more urban and energetic character of the main axes in both areas while the secondary streets maintain a slower, residential feel.
The conclusions remain similar to previous studies. Both Isabel II and Osinaga continue to remain everyday, family areas, affecting the types of businesses that are established. One possibility is the initiation of healthcare services, toy shops, or academies, all of which do not require a permanent flow of consumers but that do correspond to daily life. For the improvement of public space, there still remains work to be done on the interior squares of both neighborhoods so that they can positively transform the environment to attract commercial establishments.
Redacción: Nathan Cheng