A research into the economic geography of Middelburgs Market Square

Pilot Study Middelburg: Economic Geography of the Market Square in Middelburg, The Netherlands

Introduction

In 2004, the university Roosevelt Academy was established in Middelburg. At this moment, seven years later, the student population consists of ±600 people. Located at the middle of the city center, it can be assumed that the students of RA contribute to the incomes of the local businesses. Moreover, research done by Prof. Karas actually indicates that Roosevelt Academy students add €12.7 million to the turnover of these shops (Karas & Schoors, 2010). With their convenient locations on the market square, some business benefitted hugely of the establishment of RA in the old town hall. Especially businesses close to RA must have experienced a difference due to the influx of students.

Thus, it is interesting to question if anything has changed for these businesses ever since RA students started to invade Middelburg. Obviously, Middelburg is known for their great amount of (German) tourists, and therefore it can be argued that, especially during the summer, businesses are mainly interested in these tourists. However, during winter time, not that many tourists visit Middelburg, and then the businesses interest in the students might raise. Therefore, the following research question was posed:

To what extent has the economic geography of the Market Square in Middelburg changed since the establishment of Roosevelt Academy?

Method

Specific consumer stores on the Market Square in Middelburg were selected and employees were asked specific questions as to whether or not RA has made a difference to their businesses.

Three businesses that are closest to RA were strategically selected, and three businesses that are on the other side of the market square (further away but still central to the market atmosphere) were selected. These businesses are the following: Seventy-Seven, De Vriendschap, A’Domani, Kippie, Xenos and De Huifkar. We divided them in a Southern area, including Seventy-Seven, De Vriendschap and A’Domani, and a Northern area, including Kippie, Xenos and De Huifkar.

Interviews were conducted at each of these locations and three questions were posed to the people that worked there. Firstly it was asked how long the business has existed. If it had existed longer than that RA has then it was asked if they had noticed a higher influx of students for their business. If it was only established after students came into the city, it was asked whether the fact that students are present in Middelburg influenced their decision to open the business.  Secondly it was asked if they had ever resorted to making special offers or student discounts for RA. Lastly it was asked if they noticed a trend in specific days at which students come or if they noticed that higher populations of RA students come at certain times, in for instance high seasons.

Results

A’ Domani

A’ Domani is situated in the Southern part of the square. It was started in the summer of 2010, knowing that RA was in Middelburg. Their main clients are tourists, but this is mainly during the summer months. During the winter it is quieter, but the RA students compensate well during class breaks for buying coffee and sandwiches. They do sometimes have special offers such as a sandwich and a coffee. You can also receive a loyalty card, by which after ten purchased coffees, the tenth is free. This way, they try to get many students to come.

Seventy-Seven

Seventy-Seven is situated in the Southern part of the square. This bar was set up in 1977, and has profited nicely from RA students since their arrival in 2004. Although their clientele exists of loyal non-RA customers, they have noticed a difference since RA was set up in 2004. Especially during Tuesday nights, the traditional party night Roosevelt Academy students, they notice many students coming in. Seventy-Seven does not make special student prices or deals; however special nights can be arranged. An example of this can be found in the fact that twice a year, they host a big party thrown by a RA fraternity and a sorority.

De Vriendschap

Restaurant De Vriendschap is situated in the Southern part of the square. They have been in business for the better part of 14 years and have noticed RA students sitting down for a meal or for a drink sometimes. Especially in the summer, when the weather permits, the terrace of de Vriendschap gets filled up with students enjoying the sun. With regards to special offers, what they allow is to book a certain night with a group for occasions such as Christmas dinner, or birthday celebration. They have also recently hired RA students as part of their staff.          

Kippie

Kippie is a take away franchise in the Northern part of the square, at which one can order meals and sandwiches to eat at home or on the go. They were established in 2009, five years after RA was established. The manager did not notice a specific high amount of RA costumers. He stated that he also had some scholars from high schools coming for sandwiches, and that he did not notice any difference between students of these high schools and RA students. He also stated that this year, there are less scholars/students coming to Kippie than the year before. He thought it also had to do with the establishments of various other sandwich stores in Middelburg. Since Kippie is a franchise, the manager is not able to make any specific deals regarding RA students. They do have special sandwich deals; customers can then buy a sandwich for only one euro. The manager considers this as attractive for students.

Xenos

            Xenos is also located in the Northern area, and it is a franchise organization as well, but they do not sell prepared food. They mostly sell furniture, kitchen equipment, accessories, but also food items such as pasta, drinks, chocolate, etcetera. Even though Xenos is situated in the Northern area, it is still very close to the RA buildings if students come from the other side of the building. During class breaks, many students go there to get a cheap drink or snack. An employee of the Xenos explained that the store was already there long before RA was established. She herself also worked at the Xenos before RA was established, and she did notice a specific change of a higher influx of RA students: “Many students come in here to buy something for their homes, or they come to buy food in their break.” Since Xenos is a franchise, they cannot make any specific deals regarding RA students.

De Huifkar

            Restaurant De Huifkar is also situated at the Northern side of the Market Square. It was established before RA was established, and the employee that was interviewed also worked there already before the establishment of RA. This employee told us that they mostly saw tourists as their most important group of costumers. Sometimes students come there for a drink, or a sandwich, but mostly in the summer, when they can sit on the terrace. They do not have any specific deals or discounts aimed at students, because, as the employee explained, there are too few students who show interest in having lunch or dinner at De Huifkar.

Conclusion

            The presence of students certainly had an impact in the development of business on the market square in Middelburg. Specifically venues that lie close to the academic buildings of Roosevelt Academy have experienced an increase in their business. A’ Domani, Seventy-Seven, De Vriendschap and Xenos all stipulated that since the establishment of RA, especially business in the less touristy season has gone up. Coffee breaks give just enough time to get a coffee at A’ Domani or buy some food at Xenos, and managers at these stores also stressed that students tend to do this. In the case of A’ Domani, this makes it a large part of their business during the quiet winter season, when selling ice cream is not feasible.

            Both De Vriendschap and Seventy-Seven come most into contact with students in the summer. As soon as the sun emerges from behind the clouds, terraces are filled up with students. But also with dinners, lunches or, after studying is done, drinks, both the café and the restaurant notice an increase in business with the advent of students.

            However, small businesses that lie farther away from RA on the northern side of the market square, such as De Huifkar and Kippie, do not notice as much of the students as the businesses closer to RA. Although both occasionally run into students sitting at their terrace or buying a sandwich, this happens not as regularly as with the other venues we investigated. A reason for this might be that these places are further away from the RA buildings than the other four, and that the regular 10-minute break of Roosevelt Academy classes makes students feel that they cannot go too far to get a sandwich, a coffee or a snack.

            In summary, the establishment of RA only positively influenced the businesses around the market square that we investigated. In terms of economic geography, some local businesses even grew dependent on students, such as the opening of A’ Domani in the quiet winter months. Thus, the findings of the research by Karas and Schoors (2010) are in line with the development of the market square since the establishment of Roosevelt Academy. They take up a part of the €12.7 million that, as research indicated, Roosevelt Academy brings to Zeeland. This research also found that RA adds 0.1 percent to the regional domestic product of Zeeland. But, as this research indicates, the businesses at the market square of Middelburg depend for a larger percentage on Roosevelt Academy.

References

Karas, A. & Schoors, K. (2010). Zeeland and RA. Research by Roosevelt Academy and Ghent University, as found in: Seven Years Down the Road, Roosevelt Academy (2012). Retrieved on February 15^th, 2012 from: http://roac.nl/roac/_files/req_files/SevenYears_web.pdf