Organisation/Strategies

Organisation

Malmö Citysamverkan

In Malmö's city centre, cooperation has been taking place since 1995 through Malmö Citysamverkan Service AB, which is owned by the Malmö Citysamverkan non-profit association. The initiative was taken by the City of Malmö, which invited the business community to co-operate on the common site. The association has three categories of members, each with 33.3% voting rights: Malmö City, Property Owners (27 property companies) and Trade & Other Business (458 businesses in trade, restaurants, culture, experiences, services and other business).

Malmö Citysamverkan has also developed over the years and, among other things, in 2018 the trade association's members became direct members of Malmö Citysamverkan. This was a strong request from the trade association and was implemented to streamline administration and create a clearer focus for both the organisation and its members. The change has been very positive and the fear of membership loss has, on the contrary, resulted in more members.

Another change was made in 2020 following a reorganisation at the City of Malmö's Property and Street Office and a review of the municipality's collaboration structures. To avoid conflicts of interest and to be able to continue to provide funding, the administrative director and the chairman of the council stepped back from a formal board seat but were instead co-opted into meetings when their presence was needed. The municipality continued to have a formal board seat through another administration and from 2022, the Property and Streets Office contributed with a permanent coordinator who actively participates in the board work through her co-opted position. This has further strengthened collaboration and also led to even better communication flows.

In addition to broad collaboration with and between the three owner parties, there is also collaboration with other actors in the city in areas such as culture, leisure, tourism, media, associations, other businesses and others.

The purpose of the association and the company is to "promote the development of Malmö's city centre through long-term product development and market the city centre and its development". All operational activities take place in the company. The business concept reads: "Malmö City Samverkan will further develop the unique Malmö City through co-creation. This creates added value for Malmö residents, visitors and our owners".

Photo: Jenny Leyman

Members of the Management Board 2022/2023

The Board consists of seven members and six alternates:

Ordinary
Eric Sjöstedt, Business Area Manager Vasakronan AB (Chairman)
Nina Gilljam, Head of Communications Fastighets AB Trianon
Erik Elmeskär, Property Manager Wihlborgs Fastigheter
Anette Svensson, Owner Dahlgren est. 1918
Thomas Ivarsson, Hotel Director Scandic Triangeln
Ann Almqvist, Department Store Manager Åhléns City
Gunnar Blomé, Head of Urban Planning and Establishment, City of Malmö

Alternates
Martin Landler, Leasing Manager Commercial Premises, Stena Fastigheter Malmö AB
Fredrik Elfvén, Regional Manager Jernhusen
Christel Fryklund, Head of Administration Volito
David Neckmar, Owner Blomsterpigan
Johan Walterström, Owner Moosehead and Drumbar
Adis Korjenic, Pressbyrån Malmö Central Station

The following are also co-opted to the Board:
Pia Sandin, CEO Malmö Citysamverkan
Louise Svensson, Business Development Officer, City of Malmö and secretary at the board meetings of Malmö City Samverkan
Iman Ahmad, Development Coordinator, Property and Street Office, City of Malmö
Andy Roberts, Head of Department Property and Street Office Public Environment, City of Malmö

Both full and alternate members are invited to all Board meetings. This is to facilitate communication, engagement and participation, and to get valuable input from all parties. The Board meets six times a year and works in an agile way with different working groups based on needs. The most recent working groups were "Future Funding" and "Goals". These groups consisted of both board representatives and the CEO and were supplemented with additional expertise from the municipality's departments. When working groups have completed their tasks, they are disbanded. An ongoing working group - "Destination Collaboration + Malmö City Collaboration" - has recently been set up to further develop the collaboration with Destination Collaboration Malmö and has already delivered results.

Economy

Malmö Citysamverkan's basic financing is through service fees to its members, with the three different membership categories contributing an equal amount, currently SEK 2.1 million per party. The Trade & Other Business category has historically found it difficult to fulfil its commitment to contribute as much as the other two parties. Therefore, it was approved in 2018 that the surplus from the Malmö City Gift Card refund can cover the amount needed (budgeted SEK 600 thousand in 2023). This is because the gift cards are designed to strengthen the local business community and the amounts can partly be considered to "belong" to this category. This also made it possible to increase from SEK 1.77 million to SEK 2.1 million per party for 2022 to further strengthen the organisation and its work.

In addition to this basic funding, various initiatives are financed by projects, such as the Christmas market where the municipality contributed SEK 750,000 (in addition to its own costs linked to the activity), initiatives on Södra Förstadsgatan where property owners contributed SEK 450,000 for various initiatives and SEK 150,000 specifically for a seasonal seat installation, positioning work for Södergatan where property owners contributed SEK 250,000, redevelopment of Triangeltorget of approximately SEK 5 million where the municipality and property owners each contributed 50%, to name a few examples. During the pandemic, many businesses were affected financially, which led to the municipality supporting by paying the membership fees for the category Trade & Other Business for 6 months in 2020, corresponding to SEK 885,000. Malmö Citysamverkan also received a lump sum of SEK 3,000,000 from the municipality at the end of 2021, which is now being used to restart after the pandemic.

In addition, the Malmö City Gift Card now contributes revenue because amounts due (known as refunds) accrue to Malmö Citysamverkan. Since the start, turnover has increased every year and so have the amounts due. These amounts are now more than the costs of the gift card and the amount considered to cover service charges for the category Trade & Other Business. The excess funds are used for various initiatives for the city centre and its stakeholders. Malmö Citysamverkan Service AB operates on a non-profit basis.

Annual business plans are developed that are linked to both the budget and the four agreed strategies 2021-2025. Part of the budget is allocated to collaborative initiatives from members. You can read more about this later in the application.

Every year, the City of Malmö invests a great deal of energy and appropriate financial resources in the development and maintenance of the city centre. This involves investments and reinvestments in public spaces, infrastructure and public art. It is about the activities and programmes of cultural institutions. It is about public events in the public space. And it is about lighting, cleaning, care and maintenance of public spaces and buildings. On average, the City of Malmö spends around SEK 420 million a year in the city centre. The focus of the City of Malmö's budget during the last term of office has been on openness and security, combined with an offensive strategy to contribute to the UN's global climate change goals. The Holocaust Conference, World Pride and Eurogames, and the Auschwitz exhibition are clear examples of the city's efforts to be open and inclusive. On the environmental/climate side, the city has been named Sweden's best municipality for the environment five times in the past 15 years, most recently in 2021 and 2022. There is also a strong focus on developing more sustainable and convenient ways of travelling.

Together we

In addition to the collaboration that takes place with and between the member parties and in the working groups, other contacts form the basis for the work that is done. In Malmö, collaboration takes place through contacts, enthusiasts and networks. There are not so many static groups, but various projects and initiatives are started and implemented when there is commitment and a common basis. Groups are formed and dissolved on an ongoing basis between many different parties in order to maintain dynamism, innovation and perspective, to continue to be a city created by many. Here we describe some of the collaborative contacts, both the formal groups and examples of the loosely knit networks, in what has a bearing on the city centre and where Malmö Citysamverkan is participating:

The pub network

The Krognätverket started several years ago with the main aim of increasing security and helping to make Malmö a safe and attractive place to visit. Since 2022, the network has been further developed in collaboration between the City of Malmö's Omvärld & Näringsliv and Malmö Citysamverkan, which in early 2022 hired a new person with the restaurant industry as an area of responsibility. The development has meant that the network has been broadened, the meetings have been structured and communication has been improved, including through a dedicated channel in Malmö Citysamverkan's communication tool Chainels. The pub network meets six times a year and the agenda includes important industry-related issues such as urban development, skills supply, municipal services and what is going on in the city. During the pandemic, the network played an important role in sorting out restrictions, support packages and getting tips and support. In addition to representatives from the hospitality industry, the police, the emergency services, Swedish Trade are represented, as well as a bunch of cross-administrative Malmö city employees such as the City Office, the Property and Street Office, the Environmental Administration and the Labour Market and Social Administration. The network is a place where everyone can contribute their questions, thoughts and ideas and given the breadth of the representatives, much can be solved on the spot and creates a pleasant dialogue between restaurateurs and the public sector.

Photo: Monkey eye

Co-operation with the tourism industry

Destinationssamverkan Malmö AB is a company whose board is composed of representatives from the business community and the city. The company is 70 % owned by the private sector and 30 % by the City of Malmö and aims to increase the number of visitors to Malmö. The City Office's Business & Industry department acts as the company's operational staff. Destination Samverkan appoints reference groups. Anyone who wishes to participate in and influence the work of selling, marketing and developing the destination of Malmö is welcome as a member of Destination Samverkan. Malmö Citysamverkan is a member of Destination Samverkan and attends all member meetings. For example, the working group (Destination Samverkan + Malmö Citysamverkan) has sat on a panel to discuss co-operation at Destination Samverkan's membership meeting. A dialogue is also held with the Hotel Group and Malmö Citysamverkan has been invited to meetings. One example of cooperation was the Malmö I love you project, in which the hotels and arenas dressed their staff in T-shirts with that message and Malmö Citysamverkan distributed badges with the same message to employees in all shops and restaurants. Furthermore, Malmö Citysamverkan has created a dedicated channel in its communication platform called Tourist Issues, where Omvärld & Näringsliv can post information themselves, which happens at least once a week. Representatives also participate in Malmö Citysamverkan's breakfast meetings. In this way, the collaboration has led to the Market & Attractiveness unit being able to reach new target groups in its work to develop hospitality work.

Cruise Malmö Network

Cruise Malmö Network is an economic membership association that was formally established in 2009 after a few years of informal co-operation between the parties. The purpose of the association is to promote the economic interests of its members by promoting, developing and implementing information and marketing initiatives in an effort to increase the number of cruise passengers to Malmö and parts of Skåne. In connection with this, the association will also work to increase co-operation on these issues in the Öresund region. The association holds two meetings a year and an Annual General Meeting. However, the important thing is the work that is done operationally, both towards the cruise industry outside Sweden and the reception of cruise travellers on site in Malmö. Several shipping companies have opened their eyes to Malmö and in 2023 we will increase the number of cruises in Malmö by 60% (we go from 5 to 8) compared to 2022.

Photo: Werner Nystrand

Weekend Malmö

Weekend Malmö is an initiative in which stakeholders in Malmö's cultural and entertainment life work together to highlight and recognise the rich offerings available in the city. The aim is to work together to attract more visitors to Malmö. Via the website weekendmalmo.se, it should be easy for both group tour operators and private travellers to get a clear picture of what the operators can offer. From there, it is then easy to move on to their various pages to book. They also run PR and advertising campaigns, etc. This is how they justify their collaboration: "Together we are much stronger and we have the power to reach out more widely. We see it as a way to increase the attractiveness of the whole of Malmö, and in this we are partners and not competitors."

Trade networks

During the pandemic, there was a strong need to reconcile both government policies and difficulties for businesses. The City of Malmö's Department for Business & Industry established a group in autumn 2020 that was regularly invited to digital meetings to exchange information and experiences. The companies also exchanged tips among themselves on good solutions to the challenges posed by the pandemic. The Swedish Trade Federation was also able to contribute valuable information that could help the companies and at the same time get input for their work. The most important result is the exchange of knowledge and information both between the municipality and the business community and between businesses and the relevant interest organisations. During the pandemic, this enabled the City of Malmö to reach out and warn shops about upcoming restrictions so that the trade could better prepare. In this way, the municipality was able to ensure that it was prepared to fulfil the requirements set by the authorities and facilitate trade in this difficult situation. The municipality also received feedback on the government support and was thus able to provide feedback and help develop the support along the way. Another important effect has been the support and strength that comes from not having to be alone when dealing with difficult challenges with many new, unknown factors to take into account. The group consists of the City of Malmö, Malmö Citysamverkan, centre management for Emporia, Hansa, Triangeln, Caroli, Rosengårdcenter, Svensk Handel and IKEA and has continued to meet in the new crisis situation that arose in 2022. The focus has then been on the energy issue and knowledge exchange on how to save electricity, get help with energy advice and more. The group has met with slightly different frequencies depending on the needs of the trade and the city. The group will continue to meet about 2-4 times a year as long as the group believes that the meetings are useful.

In addition to cooperation in the Retail Network group, Malmö Citysamverkan is also invited to the tenants' meetings in the city centres to tell them about upcoming events and about membership (all those working in city centres are automatically members through their property owner). Contact is of course also maintained between Malmö Citysamverkan and the centre managers of the three city galleries Triangeln, Hansa and Kv. Caroli to discuss marketing, opening hours and other common issues.

There are also thoughts about the possibility of Malmö's various shopping centres working together to reach other potential markets through joint efforts, such as marketing to Germany.

Photo: Monkey eye

Higher education institutions

Malmö Citysamverkan has had a collaboration with the YH programme Service Manager for Future Tourism for many years, including always offering LIA (Learning at Work) placements, as well as past management team participation. This has been a win-win for both the students and the organisation and has also resulted in employment for no less than four of their students over the years. Malmö Citysamverkan is also invited to give lectures to the students about the organisation and its work. Furthermore, the collaboration has led to Malmö Citysamverkan member companies being able to receive a free and customised marketing plan, developed by students through the Marketing course.

In the VET programme Travel Education Centre Malmö Citysamverkan is active in the management group, where tasks include quality assurance of the programme in various ways, approving courses, approving diplomas, reviewing student surveys and meetings with authorities for quality review. Malmö Citysamverkan shares information about what is happening in our industry with the management group, which includes both the education manager and students.

Cooperation has also been established with Media Institute in the form of an LIA placement. This then resulted in the student receiving hourly communication assignments for specific projects.

Talks have started with the new Citadel secondary school to find cooperation on, for example, internships with member companies, as the high school has a programme with a trade focus.

Property owners collaborate with the Centre for Property Business Association, together with Malmö University and Lund Institute of Technology, with the aim of creating a dynamic environment where different sciences, experiences and perspectives meet in a developing environment. Among other things, the property owners contribute to new courses in sustainability in the property sector and provide project jobs for courses such as Department of Urban Studies at Malmö University.

National co-operation

The collaboration that takes place nationally through the Key Cities Group and Key Cities Group Marknad has become increasingly important over the years, both in terms of exchanging experiences and further developing Sweden's cities. Worth mentioning is the letter initiated by Malmö Citysamverkan in February 2021, which first led to twenty-eight cities disseminating a joint debate article and then followed up with another one in May 2021, disseminated by thirty-three cities. This initiative, continued collaboration and lobbying led to a working group, in which Malmö Citysamverkan was also represented, having a meeting with both the Minister for Enterprise and the Minister for Housing during the summer of 2022.

Another national effort that started in Malmö is the national campaign No Pulse Without Yours, which was first launched in November 2021. It was a request from a local trader that Malmö Citysamverkan took up and passed on to the Key Cities Group, which set up a working group in which Malmö participated. The latest campaign in June 2022 brought together forty-five cities in a joint campaign on the social value of consuming locally. Malmö Citysamverkan is once again involved in the working group for the third stage of the campaign, starting in April 2023, which now involves over 50 cities.

Malmö Citysamverkan is keen to exchange with other cities, and most exchanges have taken place with Helsingborg. Collaboration has also taken place with Borås and other cities.

Business development

Malmö Citysamverkan has a dialogue with Almi Företagspartner and Tillväxt Malmö, among others, to be able to inform and offer member businesses various forms of business development. The organisations have been promoted on the Chainels communication platform and also invited to present at breakfast meetings. Co-operation has also been initiated with Tillväxt Malmö for the Maxa Malmö event.

Property owners

Fastighetsägarna Syd is another important partner for both long-term strategic issues and more operational initiatives. Together with the City of Malmö's administrative directors, Fastighetsägarna Syd has a group that also includes Malmö Citysamverkan. The group meets twice a year, with the spring meeting being held locally and the autumn meeting being a study trip to gain inspiration together regarding urban development. Both challenges and opportunities are discussed at the meetings. In addition to this, regular contact is maintained between Fastighetsägarna Syd and Malmö Citysamverkan, for example through a joint press release on Cityindex and the fact that the chairman of Malmö Citysamverkan sits on Fastighetsägarna Syd's Malmö board and reports to others on work in the city centre. The CEO of Malmö Citysamverkan has also been invited to present to this board.

Furthermore, there is a continuous dialogue with the city's property owners through the area work described in more detail later in the application.

Counsellor network

The chairman of the municipal executive board started a network of around twenty business representatives in autumn 2015, to which the CEO of Malmö Citysamverkan was invited. The network has met 2-4 times a year at various locations in the city, but digitally during the pandemic. Topics discussed over the years include the Fehmarn Belt link, security measures, the Malmö-Lund region's cooperation, the pandemic, the electricity supply in Skåne, collaboration and innovation in Malmö, the Growth Commission: an inclusive and sustainable Malmö, skills supply, the Öresund Metro and much more. For each meeting, an external expert has been invited to shed light on the topic and the network has then exchanged reflections, information and experiences. All in order to have an open dialogue with Malmö's best development in mind. This has been incredibly rewarding and appreciated by all participants.

Cooperation with Copenhagen

Malmö is collaborating with Copenhagen on several projects. These range from the ongoing infrastructure plans for a new metro line between the cities, to World Pride and the EuroGames, which had a joint programme in both locations in 2021. The City of Malmö, Malmö Citysamverkan and individual businesses cooperate with the Öresund Bridge on travel incentives. Information, tips and offers are sent directly to 170,000 Danish recipients every week. In 2023-2026, Copenhagen will be the World Capital of Architecture, and the cities will also work together on this. Where Copenhagen finds common ground in "Copenhagen in common", Malmö intends to do the opposite and capture how the cultural diversity of the city can be captured in architecture. The theme "Malmö in the making" will consist of three parts where collaboration takes place between the architecture industry, events, business, artists, civil society and others. Everything from lectures to open houses where you can get into exciting buildings that you would not otherwise be allowed to enter, or to invite people behind the scenes of how the city is planned and show how to get involved in that work. The hoped-for effects are to instil pride in Malmö residents and to create a commitment to the physical built environment that is the result of democratic processes - that more people will understand that the city is our common space. In true collaboration.

Photo: Oskar Falck

Associations and others

Here, needs-driven collaboration takes place and can, for example, be when the School of Culture was involved during the Halloween event in autumn 2022. There, the School of Culture had its own station where the children learned to make realistic wounds and put on witch make-up. At the Halloween event, the Dance Academy organised a Thriller-inspired flash mob and manned a scary but child-friendly ghost tunnel. Malmö Citysamverkan has also been a link to the School of Culture's piano students when they were looking for places to play in public spaces. They were then linked to Beyond Us, a successful collaboration that is planned to continue. The School of Culture's Drum Corps will be present during Våryran 2023. In February 2023, a collaboration with MISO (Malmö idrottsföreningars samorganisation) has been initiated to invite sports to the city centre to create life in the city centre and provide the opportunity to attract new members.

Other examples include the Palladium cultural centre, which took part in the Cirkulär Afton event and also lent its premises for the event. At Christmas time, 700 marching bands are lit up daily in the city centre thanks to a long-standing partnership with the Malmö Sea Scout Corps. Every year, all of Malmö's associations are given the opportunity to showcase their activities, including taster sessions and demonstrations at the Malmö Festival in front of thousands of visitors. In collaboration with Naturfotograferna and the Cultural Administration, a unique photo exhibition was set up on Gustav Adolfs torg for six weeks in 2022.

Fair Trade City

Malmö was Sweden's first Fair Trade City and the work has continued since then. The goal is more fair trade and increased ethical consumption, and to achieve this the City of Malmö is working together with local actors. The criteria for certification are that the proportion of fairly traded products in the municipality's activities increases, that there is a steering group for the work and the municipality is responsible for participating in it, that partnerships are implemented with at least one shop and one catering establishment that offers fairly traded products, and that at least four information activities on fair trade are held per year, at least one of which must be open to the public.

Vision, Strategies and Objectives

Vision

The city centre's vision is "Malmö City - for everyone to love and relive". This was launched after joint strategy work in 2016 and was chiselled out to be a guiding star in the work on our common place. 'Love' evokes strong emotions and we want our city centre to do so. "Re-experience" means that we should fill the city centre with reasons for visitors to come again and again - there should always be reasons to visit Malmö.

The overall objectives of Malmö City:

The overall impact objectives are:

1. Number of visitors to Malmö City to increase
2. More economically prosperous and competitive local businesses

This will be achieved by:

1. Enhancing the attractiveness of the city centre offer
2. Creating better conditions for local businesses
3. Promoting an attractive urban environment

The measurable objectives are:

1. Visitor flow to increase based on 2019 figures and compare with national average
2. Improving attractiveness and supply mix
3. A positive development for the local business community according to Cityindex and Malmöläget
4. An improved urban environment according to the Malmö Stad City Report

Indicators:

• Visitor counters on Södra Förstadsgatan and Södergatan. Measured continuously, reports are available weekly.
• Survey on supply (sectors, price levels, market approach) conducted in 2014, 2018 and 2022.
• City Index, reported annually in autumn, for the previous year.
• The Malmö location. Tourism measured in guest nights. Reported annually in the autumn, for the previous year.
• The Malmö Stad City Report survey conducted in 2018 and 2020 will be repeated in 2022 (mainly the questions: Malmö city centre is attractive to visit, Malmö city centre is well maintained, the design of the urban environment is attractive)
• New survey in 2022, to be answered by both those who already visit the city centre and those who do not. The aim is to understand what attracts/what is missing in order to attract more and new target groups. The survey will be repeated after 3 years to see what changes have been achieved. The initial survey can include questions on developments in recent years to get an immediate comparison. It can also include questions on the areas so that we can follow the perceived evolution of these.

The Malmö City milestone:

Malmö City's interim goal during the period 2021-2025 is to be named City Centre of the Year in 2023. This means registration by December 2022, application by February 2023, jury visit March/April 2023, results in May 2023.

Malmö City's annual targets

In addition to the longer-term objectives described above, operational objectives are also set annually:

• Turnover Malmö City Gift Card
• Social media followers
• Number of members
• Number of users in Chainels

Results are reported regularly to the Board together with other project reporting. An annual report is made in connection with the Annual General Meeting.

Link to the 2030 Agenda

The City of Malmö is actively working with Agenda 2030 on several levels and has included the Agenda 2030 goals in the annual budget but also through the municipality's Environmental Programme. Read more about the Environment Programme here. Economic, ecological and social sustainability must be considered in every project. The following elements are seen as particularly relevant to Malmö Citysamverkan in terms of Agenda 2030:

11.7 CREATE SAFE AND INCLUSIVE GREEN SPACES FOR ALL: By 2030, provide universal access to safe, inclusive and accessible green spaces and public places, in particular for women and children, older people people and people with disabilities.
For Malmö Citysamverkan, this can mean a focus on more greenery in neighbourhood work. Example - in the co-financed remodelling of Triangeltorget, all the trees were preserved and additional trees were planted while improving accessibility. Similarly, the redevelopment of Davidshall Street has seen improved accessibility and several new tree plantings. The transformation of the Sun's Finger pedestrianised area will also introduce trees and other greenery where none currently exist.

12.8 RAISING PUBLIC AWARENESS OF SUSTAINABLE LIFESTYLES: By 2030, ensure that people everywhere have the information and awareness needed for sustainable development and lifestyles in harmony with nature.
This includes, for example, the national campaign "No Pulse Without Yours" and the "Circular Evening" event. Malmö Citysamverkan has also specifically identified and listed the members that can be considered purely circular businesses in order to be able to promote them. We are careful about our inventory and have, for example, kept lighting curtains alive for at most thirteen years with continued functionality.

17.17 ENCOURAGE EFFECTIVE PARTNERSHIPS: Encourage and promote effective public, public-private and civil society partnerships that build on the experience of other partnerships and their financialisation strategies.
This is the basis of the Malmö City Collaboration's organisation and is also strongly linked to Strategy 1: Coordinated efforts, although the other strategies are also naturally linked.

What are the targets based on?

Malmö Citysamverkan has four strategies to achieve the vision "Malmö City - for everyone to love and relive". Two of these strategies, 2 and 3, have been chosen to be linked to overall objectives. The two not chosen have specific reasons: No. 1 is a prerequisite for the work in general and is therefore not considered to need specific objectives. No. 4, in comparison, is more linked to operational actions and these are reported on an ongoing basis and targets are set annually

Malmö Citysamverkan's strategies

The strategies are always developed jointly. The latest strategies for 2021-2025 were developed in a process in 2020, when a strategist from the City of Malmö contributed to the process. The starting point for the strategy work was a number of trends that have a bearing on the city centre and its stakeholders. The aim was that the work would result in a useful and short document that would be of help not only to the Secretariat but also to the parties and other actors in their planning within the city centre. The strategies were developed in two stages, the first of which was a workshop with the Malmö City Co-operation Board. This was followed up by a large workshop with several invitees from the ownership categories as well as culture and other tourism industries, relevant industry organisations, researchers and universities. The draft strategies were then anchored through meetings with a wide range of people within each ownership category. At the meetings, the strategies were presented, followed by a discussion on, among other things, how the parties can contribute to the strategies from their side. The strategies form the basis for the annual business plans.

The strategies in brief:

1. Coordinated efforts
   This means inviting more dialogue on possible joint initiatives and agreeing on a plan for this with clear objectives and a set timetable. We will also be the natural partner for others to contact for collaboration on initiatives, so that we can either be involved as an organisation or inspire collaboration directly with our partners.
2. Invest in Malmö City as a visitor destination
   This means that we need to have an in-depth dialogue with our partners regarding the planning of offerings, experiences, digital development, diversification of existing content and to clarify together our main target groups and the effect we want this strategy to have. It may also involve more training and exchange of experience to inspire change and to invite more stakeholders, both from other industries and Malmö residents themselves, to collaborate on the development of city centre content.
3. Situation- and area-specific development
   In concrete terms, this means working more with the parties on clearer positioning of each area and a deeper dialogue on actual efforts and resources, including relevant objectives for the area or the planned event. The work should be distributed among the parties to a greater extent, or create space for additional human resources. Furthermore, the work invites dialogue with more external actors in each area to create greater participation.
4. The digital communication
   This means that we are inviting more dialogue processes via digital platforms, which is efficient in terms of both time and cost. We are also strengthening internal communication via Chainels so that this platform becomes the natural channel for information and news to our partners, as well as a way for members to liaise with each other on various issues. Our external channels are also becoming increasingly digital, such as social media. The link between the physical site and digital communication needs to be clear, accessible and attractive.

Future strategies will be based on a municipal city centre strategy on which work has started. In consultation, it is discussed that the city centre strategy should be ready in spring 2024, so that Malmö Citysamverkan can set its strategies to reinforce its direction

Quality and environmental management systems

Since 2022, Malmö Citysamverkan has had an Environmental and Quality Management System that includes two policies. For Malmö Citysamverkan, continuous improvement work is central to both quality and the environment. Our quality and environmental work is part of our business and we see quality assurance and environmental awareness as a natural part of our work. Through their own commitment and active participation, each employee must help to ensure that the organisation's members and customers feel that their expectations are met and that goods and services are delivered with the right quality and with consideration for the environment.

Quality policy: "Malmö Citysamverkan shall, through conscious quality work and great commitment, continuously strive to have satisfied members and customers."

Environmental policy: "Malmö Citysamverkan shall strive to constantly develop to become better in the environmental field and thereby minimise unnecessary environmental impact for the benefit of current and future generations."

Municipal objectives in the city centre

The City of Malmö has a large number of strategic policy documents that in one way or another relate to the city centre and urban development. Here are some of the most central ones.

Malmö masterplan

The current master plan states, among other things, "The City of Malmö, in collaboration with the business community and other stakeholders, will work to strengthen the city centre, which has a special position in profiling Malmö as an interesting city in which to live, work and spend time." This sends an important signal to prioritise work on the city centre and that it should be done together with others and is reflected in a large number of actual projects.

Work on a new masterplan for Malmö is in full swing and the plan is expected to be adopted in spring 2023.

The SPD identifies strategies and site-specific planning guidelines, and is the city's most central and comprehensive planning document for physical land use and urban development. It sets out the direction for, among other things

• Green growth and jobs
• The city as a cultural and democratic living environment
• Built environment and cultural environment incl. trade and centre functions, business, commercial services and tourism
• Green and blue environments
• Traffic incl. pedestrianisation/pedestrian zones

Photo: Thyra Evenäs Brandt

Environmental programme

The City of Malmö was the first municipality in Sweden to sign a declaration to work towards achieving the global goals of Agenda 2030 based on a local agenda. Although the environmental programme takes responsibility for the ecological dimension of Agenda 2030, both the social and economic dimensions must be taken into account if we are to achieve sustainable development. In Malmö, there are major disparities in health and welfare within the city, and environmental initiatives can also have positive effects in other areas, such as increased security and well-being. We need to link the sustainability dimensions and use the capacity of the whole city to build a sustainable Malmö together. Malmö will continue to be a pioneer in the environmental and climate field. The entire organisation of the City of Malmö has a shared responsibility for achieving the objectives of the environmental programme.

As with the implementation of the 2030 Agenda, partnerships and collaboration will be a success factor in the work on Malmö's environmental programme. A shift is required by all administrations and companies to work with civil society, academia and business to find innovative ways of working and solutions to common challenges. Sharing knowledge, expertise, technology and financial resources are important components in achieving these goals. If done correctly, this environmental and climate transition can lead to more green jobs, better health, improved welfare and increased competitiveness. It will also require changes in Swedish and European regulations and policies - work that is already underway and of which the city is a part.

Safety and Security Strategy - Technical Board

The Safety and Security Strategy adopted by the Technical Board in 2020 is based on the Board's mission as landowner and road manager and applies to the public environment and traffic in Malmö. The starting point is the question: What challenges do we need to address first in order to vigorously approach the goal of a safe and secure city for everyone who lives and works in Malmö?

Based on this question, four strategic priorities have been identified and are being actively pursued by the Office of Property and Streets together with other stakeholders:

• Cleaning for safety
• Safety factors in the planning process
• Traffic behaviour and insecurity in the traffic environment
• The right measures to improve safety in existing cities

Transport and Mobility Plan (TROMP)

The City of Malmö has been working successfully on sustainable transport by mode for a long time. To take a more holistic approach and meet new challenges, the traffic and mobility plan has created a target picture with all modes of transport and which has a bearing on social, environmental and economic sustainability. Malmö's first transport and mobility plan was adopted by the city council in March 2016. A new TROMP is being prepared and is expected to be ready by summer 2023.

Travel trends are measured every five years and there will be a new travel survey in autumn 2023. The trend from 2003 to 2018 is shown below. From the adopted TROMP baseline (2013) to 2018, car trips decreased by 6% in favour of public transport and cycling.

City of Malmö budget 2022 for the Technical Board and the Urban Planning Board

The Technical Board's budget for 2022 states that the administration will develop Malmö city centre based on the four strategies developed by Malmö Citysamverkan in 2021. Great focus is placed here on increased collaboration, participation and dialogue.

The 2022 budget of the Technical Board and the Urban Planning Board states that the administrations, together with other boards and external stakeholders, will develop a strategy for the city centre. This strategy work has started and is expected to be finalised in spring 2024.

The labour process

Together we

The whole of Malmö is characterised by a climate of cooperation that makes it easy to find different parties for joint initiatives. In recent years, collaboration has been further developed both within the City of Malmö and for Malmö Citysamverkan, and the following pages describe this.

The co-operation model

As the city is continuously evolving, there is a need for a function that operates in the different local areas with the aim of listening to what local processes are already underway, but also to explore the needs of local actors. Building a toolbox that meets the needs of the various stakeholders is a goal that the City of Malmö is striving for. Being involved and present and working closely with Malmö residents is an important function for positive urban development that the Property and Streets Office wants to fulfil. Investing in social sustainability in the form of the collaborative model is a good starting point for building closer co-operation with the various local communities. The challenges faced by society become easier to tackle when co-operation between different actors is strengthened. Building a network of contacts will be a cornerstone of the work ahead. Investing in visibility and dialogue with other societal actors is a prerequisite for a shared increase in collective strength, which in turn is a basis for sustainable urban areas.

In Malmö, there are a number of BIDs with local actors who want to cooperate with each other and the City of Malmö on the development of their own area. Cooperation with the BIDs is valuable for the city, as the local actors contribute, among other things, an understanding of the area's needs. Working together with property owners, housing associations and traders in the area gives more power in the work of creating an attractive city together. Collaboration is simply a prerequisite for us to achieve our goals. The Property and Streets Office already has ongoing work with various collaboration processes, such as BID Sofielund and BID Möllevången, and for the city centre through Malmö Citysamverkan.

In its annual budget, the City Council sets out a number of tasks for the city councils.

The Property and Street Office was tasked with stimulating collaboration (BID) with the municipality in Malmö's local areas. In 2022, efforts to communicate the opportunities for collaboration and what support is available have been intensified in accordance with the collaboration model that the technical committee decided in 2020.

The model is based on 4 phases:

1. Initiation phase: stakeholders have proposals on how they want to develop an area together with the City of Malmö through the Technical Board, the proposal is sent to the Technical Board.
2. Cooperation phase: carrying out dialogue activities and needs assessment
3. Implementation phase: execution of activities and actions according to the agreed timetable
4. Results phase: results and impact measurement with a focus on added value.

New municipal coordinator

The City of Malmö created a new position in 2022 at the Property & Streets Office to increase collaboration between the municipality and the business community. The coordinator is co-opted to the board of Malmö Citysamverkan.

Cooperation Möllevången

For a whole year, the city office has coordinated a pilot initiative in which the city has chosen Möllevången as a focus area as there were major challenges in the area and they wanted to prevent it from ending up on the police's list of particularly vulnerable areas. By convening fortnightly collaboration meetings involving various actors, both authorities and civil society, everyone is working to counteract and prevent insecurity. The work focuses on the low-hanging fruit and long-term strategic work going forward. The hope is to have similar collaboration in large parts of the city after the project has been evaluated.

Photo: Werner Nystrand

Co-operation agreement between the Police and the City of Malmö

Every five years, a co-operation agreement is signed between the City of Malmö and the police. In this agreement, the city undertakes to work together with the police to increase safety and security in Malmö. This work includes citizen promises and citizen dialogues as well as various collaboration networks in which, for example, the Property and Streets Office works actively to contribute to a safer public environment for citizens.

Industry-driven co-operation

For some years now, Malmö Citysamverkan has had a collaboration process to enable initiatives beyond those decided in the annual business plans. The aim here is for members of the Trade & Other Business sector, which often have a somewhat shorter planning horizon, to be able to carry out activities together to develop the site and their businesses. The businesses can fill in a template with the type of activity, how many businesses are participating, what they are contributing and what support they would like from Malmö Citysamverkan. A pot of money is set aside in the budget to be able to grant extra initiatives. Most often, the initiatives involve the organisations planning and implementing and contributing time, extra opening hours, attractive signage, offers to visitors or similar, and Malmö Citysamverkan contributing capital and marketing. In this way, it is possible to do more for more people. Examples of initiatives carried out in this way are trees and marshals on Hamngatan for several years, Mingelkväll on Södra Förstadsgatan in 2022 and Cirkulär Afton at Palladium in 2023.

Neighbourhood-based work

When working on the development of the city centre, Malmö Citysamverkan and the stakeholders involved try to take into account the different composition and character of the sub-areas and the stage of development that the area is at. Area 1 (Triangeln and the northern part of Södra Förstadsgatan) has had a predominant focus on collaboration with property owners and the municipality and the area has developed well, which now means that more frequent collaboration is also taking place with tenants. Area 2 (Södertull, Gustav Adolfs torg, Hansa, Södergatan, Skomakaregatan, Baltzarsgatan, Lilla torg) started its positioning process in 2020 and is in a phase where the work is mainly with the City of Malmö and property owners. In area 3 (the Davidshall area), the conditions are different and there collaboration usually takes place directly with the business community and also with the municipality. Area 4 (Stortorget, Gamla Väster, Kv. Caroli, Centralen) is, due to its size and varying character within the area, broken down into micro areas. Each micro-area is managed according to its specific conditions.

An embryo of the area work existed in the ESF-funded training project CityAkademin that Malmö Citysamverkan ran during 2009-2011 (also in periods before and after), but the actual start of the area work was a comprehensive study of the city centre in 2014 that led to the creation of a new budget line in 2015. As the work was successful, it was worked into the strategies for 2017-2020 and further developed into the current strategies 2021-2025. More on the work in each area will follow later in the application.

Photo: Monkey eye

Working group - Future financing

Representatives from Malmö Citysamverkans board and experts. The working group met in the spring of 2021 with the aim of being able to increase the service fees for 2022. The proposal was presented at the meeting and approved. This was then anchored in the Technical Committee and the result was that the service fees were increased by 19%. When the working group reached its goal for this time, it was dissolved.

Working group - Objectives

Representatives from Malmö Citysamverkans board and experts. Met during the late summer/autumn of 2021 to work through goal formulations based on the new strategy document that had been developed. The objectives would also have selected indicators for clear measurability. The proposal was approved by the Board on 21 October 2021 and the working group was dissolved.

Working Group - Destination Cooperation + Malmö City Cooperation 

Representatives from the Malmö City Collaboration Board and the Destination Collaboration Board started a more structured collaboration project in autumn 2022. It began in August 2022 with a meeting with both boards and co-opted members to discuss common goals. The working group then began its work with the aim of implementing joint projects that are good for the city's tourism industry and will lead to both return visits and marketing of the events. Surveys show that when our visitors to the city take part in events, they are more satisfied with their visit. A decision on a joint budget with equal funding from both parties was taken in late autumn. The work has so far led to both visitors to the city and Malmö residents receiving information about events in the city through signage in vacant premises, where property owners have contributed space. A communication group is responsible for the joint content. More ideas for co-operation are on the working group's agenda. The aim is also to further strengthen co-operation between the parties in the long term, for the benefit of the entire city and its visitors.

Referral body

Malmö Citysamverkan is a consultative body on issues relating to Malmö's city centre.

Business plan

This is produced annually and is based on Malmö City's four strategies. It is drawn up after the summer in consultation with both the Secretariat and the Board and decided before the end of the year. The business plan is evaluated every year. The business plan also describes the organisation's various areas of work. A summary of the 2023 business plan:

Malmö Citysamverkans office

Pia Sandin - CEO
Marcus Odelstig - city developer area 1 and 2, finance, property issues
Caroline Strindlund - city developer area 3 and 4, association contact, Malmö City Gift card
Felicia Jacobsen - Marketing Manager
Sophie Lindström - social media, restaurant contact
Bodil Johansson - Administrator, Malmö City Gift Vouchers - substitute
Dalia Rudvall - Administrator, Malmö City Gift voucher - parental leave

The office was expanded with an administrator in 2020 and at the beginning of 2022, the management of social media was changed from a part-time hourly position to a permanent full-time position, which also began closer work with restaurants that involved increased collaboration with the industry. During the summer of 2022, the office was also expanded with an additional city developer who is now responsible for areas 3 and 4, among others.