Hamburg – European Green Capital 2011 Final Report

Preface

Dear citizens, dear friends of the Green Capital! The European Commission awarded Hamburg the title European Green Capital 2011, making it the second ever city after Stockholm officially allowed to call itself European Green Capital. Not only is the title recognition of Hamburg’s achievements in environmental protection, following decades of outstanding dedication. It is also recognition of what the city has set out to accomplish in the future. Environmental protection can only succeed if the many partners involve interact: citizens, environmental associations, the private sector and individual companies, universities and other research institutions, local government and the political sector. The title of “European Green Capital” therefore truly belongs to each and every citizen of Hamburg. And yet Hamburg does not intend to rest on its laurels. After all, many challenges lie ahead. First and foremost, the energy turnaround has to be accomplished and climate protection driven forward. The high quality of life for which Hamburg is known across the globe must be maintained and further enhanced. And Hamburg must

continue to develop sustainably as a green waterfront metropolis, particularly in times of population growth and committed housing construction. The objective is a clear one: achieving a greener, fairer and stronger Hamburg. As European Green Capital 2011, Hamburg also made a name for itself on the international arena. Being able to take a broader perspective has shown that, although Hamburg can learn from other metropolises in certain areas, when it comes to quality of life and the environment, the city is one of the international elite. The citizens of Hamburg can be proud of this achievement.

Jutta Blankau Senator of Urban Development and Environment

Table of contents

1. The path to becoming Green Capital

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2. The programme in detail . . . . . . . . . . 3 2.1. The Info Pavilion . . . . . . . . . . . . . . . . . . . 3 2.2. Information points . . . . . . . . . . . . . . . . . . 4 2.3. Environmental tours . . . . . . . . . . . . . . . . 7 2.4. The Train of Ideas . . . . . . . . . . . . . . . . . . 10 2.5. Events and trade fairs . . . . . . . . . . . . . . 15 2.6. “Get involved” campaigns . . . . . . . . . . . 21 3. Communication . . . . . . . . . . . . . . 3.1. Programmatic guidelines . . . . . . . . . . . . 3.2. Sharpening the communication concept . . 3.3. Logo . . . . . . . . . . . . . . . . . . . . . . . . . . 3.4. Publications . . . . . . . . . . . . . . . . . . . . . 3.5. Visibility within the city . . . . . . . . . . . . . 3.6. Websites, social media . . . . . . . . . . . . . 3.7. Public and media relations . . . . . . . . . . . 3.8. Target group communication . . . . . . . . .

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4. Campaigns run by public enterprises

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5. Campaigns run by Hamburg’s higher education and scientific institutions . . . . . 36 6. Collaboration at a national and international level . . . . . . . . . . . 6.1. Collaboration with the European Commission . . . . . . . 6.2. Collaboration with other cities . . . . . . . . . 6.3. City networks . . . . . . . . . . . . . . . . . . . . 6.4. Collaboration with the metropolitan region and at a federal level . . . . . . . . . . . . . . .

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7. Sponsorship 8. Budget

9. Environmental policy initiatives and tangible successes during Hamburg’s year as European Green Capital . . . . . . . . . 40 9.1. Hamburg manages the energy turnaround 40 9.2. Alliance for Living in Hamburg . . . . . . . . . 40 9.3. Strengthening Hamburg as a base for environmental technology . . . . . . . . . . . . . . . . . 41 9.4. Expanding nature reserves . . . . . . . . . . . 41 9.5. Tree-planting campaign . . . . . . . . . . . . . 41 9.6. Improving local public transport . . . . . . . . 41 9.7. Emissions-based port fees . . . . . . . . . . . 42 9.8. Georgswerder Energy Hill . . . . . . . . . . . . 42 9.9. Eco-Partnership with the private sector / Companies for Resource Protection . . . . . 42 9.10. Recycling campaign . . . . . . . . . . . . . . . 43 9.11. Bützberg biogas plant . . . . . . . . . . . . . . 43 9.12. The Dradenau energy self-sufficient sewage treatment plant . . . . . . . . . . . . 43 9.13. More green electricity and the solar atlas . 44 9.14. Improving water protection . . . . . . . . . . . 44 9.15. Mobility . . . . . . . . . . . . . . . . . . . . . . . . 44 10. Assessment . . . . . . . . . . . . . . 10.1. The positioning of Hamburg . . . . . . . 10.2. Costs and benefits . . . . . . . . . . . . . 10.3. Raising awareness of environmental protection . . . . . . . . . . . . . . . . . . . 10.4. Setting the course for environmental protection development . . . . . . . . . . 10.5. Conclusion . . . . . . . . . . . . . . . . . . . 11. Appendix

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The path to becoming Green Capital

1. THe PaTH TO BeCOMinG Green CaPiTal Hamburg had already participated successfully in a number of national and international environmental competitions . In the year 2000, for example, the city was presented with the Energy Globe Award for its achievements in the areas of energy efficiency and climate protection . When the European Commission launched the European Green Capital competition in 2008, Hamburg had a genuine chance of winning the title, if not at the first attempt, then on a later occasion . The initial motivation for applying for the title was to position Hamburg internationally as a green metropolis that offers a high quality of life . The competition also gave Hamburg the opportunity to share environmental protection best practices with other European metropolises, and to learn from them in turn . In February 2009, Hamburg was designated “European Green Capital 2011” by the European Commission . Stockholm was declared European Green Capital 2010 at the same time . Hamburg scored the highest number of points of all 35 participating European cities . This outcome was primarily due to the consistently high scores Hamburg gained in all environmental indicators . Consequently, Hamburg emerged on top against such prestigious green cities as Copenhagen and Amsterdam . As part of its bid, Hamburg had particularly emphasised two projects that demonstrate the city’s ecological standing . Firstly, inner city development, exemplified by the HafenCity project and the “Leap across the Elbe,” enables residents to live and work in the city centre, thereby reducing commuting levels and environmental problems caused by traffic or urban sprawl . Secondly, it highlighted the special relationship between the environment and industry . With outstanding projects such as “Eco-Partnership” and “Companies for Resource Protection,” Hamburg has a record of encouraging businesses to boost their voluntary efforts to protect the environment that extend far beyond statutory standards . In addition, programmes such as the “Work

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and Climate Protection Initiative” ensure that industry invests in energy-efficient redevelopment and modernisation measures, which ultimately safeguard jobs . These examples alone demonstrate that Hamburg can act as a role model for many European cities . A key part of the application process was to devise an action plan as well as a communication strategy for Hamburg’s year as European Green Capital . Since the award had only recently been launched, the European Commission invited the cities to show how they intended to publicise the title throughout Europe . To meet this challenge, Hamburg developed a touring exhibition called the “Train of Ideas” with exhibits on the topic of “Cities of the Future” that would visit a large number of European cities . Hamburg was awarded by far the highest score of all the participating cities for its proposals . The EU jury gave special mention to the Train of Ideas . By accepting the title, Hamburg agreed to implement the programme presented in the bid and to develop a communication strategy in accordance with EU regulations . An account of how this programme and other activities were implemented during Hamburg’s year as European Green Capital is given below, with a focus on how the funds were spent . Whilst this report is comprehensive, given the substantial number of activities that took place, it is not an exhaustive record of the entire programme .

2. THe PrOGraMMe in deTail Having been awarded the title of European Green Capital, Hamburg set itself the goals of advancing its own environmental protection in a sustainable fashion and of conceptually developing its environmental policy in exchange with like-minded members of the European public . Additional objectives were to raise environmental awareness in Hamburg and the other European cities; to publicise Hamburg as European Green Capital 2011 both Info Pavilion at the Central Station locally and nationally and also in Europe as a whole; and to develop new ideas and to give fresh impetus for the years to come and for future Green Capitals . These objectives were to be achieved through a number of different aspects of the programme, which are set out in detail below . Green Capital target groups were the general public, i .e . all citizens, and special groups such as schoolchildren . These groups were kept informed using a variety of different techniques . Elsewhere, partners in the initiative and multipliers of special interest groups were able to become involved by sitting on committees and organising special events .

2.1.

The info Pavilion

The central meeting point during Hamburg’s year as European Green Capital was the Info Pavilion, located between the Central Station and the Kunsthalle at Glockengießer Wall . In addition to providing visitors with basic information about events and publications, it also housed a permanent exhibition about environmental protection in Hamburg . This modern, interactive exhibition presented all aspects of the Green Capital, for example, by inviting visitors to take part in a virtual bicycle tour . The programme was complemented by temporary special exhibitions created by various partner organisations .

The pavilion was planned and erected in cooperation with Realisierungsgesellschaft ReGe GmbH . The exhibition was designed with the support of Kunstraum GfK mbH . In 2011, over 36,000 people visited the pavilion, which is now being used by igs GmbH in the grounds of the International Garden Show in Wilhelmsburg .

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The programme in detail

2.2.

information points

In addition to the Info Pavilion at the Central Station, ten information points were installed across Hamburg and its metropolitan region where visitors could discover more about the Green Capital’s central themes . Their topics and locations are listed below:

The information points were very well received by the public . For example, the Osaka 9 HafenCity Sustainability Pavilion and Offshore Wind Basis Cuxhaven each attracted around 20,000 visitors; the IBA Dock attracted around 25,000 and the Biosphaerium Elbtalaue 28,000 . Almost all of the information points continued to be used after the European Green Capital year .

eXPerienCinG, eXPlOrinG, undersTandinG BiOsPHaeriuM elBTalaue naTure PrOTeCTiOn

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Take a break from the city and experience nature: for nearly a decade, visitors have been finding out about the peculiarities of indigenous flora and fauna at the Biosphaerium Elbtalaue (Elbe River Valley Meadows). Over 1,000 square metres of space is devoted to the unique nature of the Elbe riverscape. After viewing the Elbe from the medieval castle tower, it’s time to go upstream to locate the source of the river. Whether as a sandy beach or when flooded – the Elbe can be re-discovered again and again. To mark Hamburg’s year as European Green Capital in 2011, the Elbe’s world of fish and the beaver as an Elbe River Valley Meadows flagship animal were the topics added to the main subject of the world of birds and water. The newly constructed beaver enclosure and the fascinating aquarium landscape are a great way for visitors to experience the animals that inhabit the Elbe River Valley Meadows.

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An invitation to visit 10 information points in Hamburg and its metropolitan region

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elBCaMPus CliMaTe PrOTeCTiOn and enerGY

Some 30 per cent of the harmful greenhouse gas emissions produced in this country are caused by the heating, lighting and electrical appliances we use in the home or the office. Where, then, do these emissions originate from? How can they be GeOrGsWerder enerGY Hill reneWaBle enerGY and land reCYClinG

From toxic contaminated site to the pinnacle of renewable energies: Georgswerder landfill site is being transformed into Energy Hill by the International Building Exhibition (IBA Hamburg). The hill, approximately 40 metres high, has a chequered history: after WWII, building rubble and household waste were piled up on the meadows northeast of Wilhelmsburg. Later, it was also used as a tip for toxic industrial waste until it officially ceased to be operational in 1979. In 1983, however, it was discovered that dioxin was escaping

reduced? ELBCAMPUS provides answers to questions such as these. The exhibition at the EnergieBauZentrum offers visitors the chance to approach this subject individually. What’s more, energy and building technology experts are available here and at the SolarZentrum to answer any questions visitors may have. Monthly guided environmental tours of the ELBCAMPUS are another highlight. Besides vividly communicating information about innovative technologies, such as the solar ice storage system, lively discussions are held here, as well as personal exchange of views about current issues. Also, experts are invited to attend a wide range of further training events.

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from the landfill site and was being discharged into the groundwater. As a result, the hill was secured. Today, wind power and a photovoltaic solar system generate power here for the Elbe river islands. IBA Hamburg is making the Energy Hill accessible to the citizens of Hamburg again, creating an information landscape and enabling them to enjoy the spectacular view. The landfill site’s history, the treatment of contaminated sites and the potential for renewable energies can be experienced at the information centre.

Haus der Wilden Weiden SUSTAINABLE CONSUMPTION

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The “Haus der Wilden Weiden” is committed to promoting biological diversity, with indulgence. The 200 square metre exhibition building of the Stiftung Naturschutz Schleswig-Holstein foundation is located within Höltigbaum Nature Reserve, east of Hamburg. Seeking to maintain and develop species and habitat diversity, the majority of Höltigbaum is farmed according to the concept of semiopen pasture landscapes – extensive year-round grazing by shaggy-coated Galloway cattle and bleating German “heath sheep” (Heidschnucken). The touring exhibition of the Verein Weidelandschaften e. V. association, financed by the Metropolitan Region of Hamburg, revolves around the subject of “sustainable consumption”. In addition to informing visitors about a multitude of trademarks and quality product marks, the exhibition also explains the global and regional effects of sustainable consumer behaviour. Healthy, delicious Galloway meat is also available for purchase.

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IBA DOCK CLIMATE CHANGE AND THE CITY

The IBA DOCK at Müggenburg customs port is the central contact point for visitors to the International Building Exhibition IBA Hamburg. The latest developments within the 40 or more IBA projects, including Wilhelmsburg Energy Bunker and the passive plus house “OpenHouse”, are presented in the interactive, multimedia workshop show IBA at WORK. The IBA DOCK is an experience in itself: Germany’s largest floating

exhibition and office building rests on a 45 metre long and 23 metre wide concrete pontoon; part of the superstructure can be removed if it needs to be transported. In addition, the IBA DOCK adapts to the tidal range – in the event of a storm surge, it would simply float with the water. Water from the Elbe and the sun supply the IBA DOCK with energy.

OSAKA 9 HAFENCITY SUSTAINABILITY PAVILION SUSTAINABLE URBAN PLANNING AND LAND RECYCLING

HafenCity presents topics relating to ecologically sustainable urban development at the new exhibition building Osaka 9 on Magdeburg Harbour. Explained in a lively and vivid way, these topics are linked to the general debate on sustainability: space-saving land use of previously sealed port areas, the districts’ urban density combined with generously sized open spaces, low-energy mobility and sustainable construction are the core topics of the exhibition related to HafenCity. The pavilion is the starting point

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for sustainability tours of the new district, enabling some of the innovative concepts presented in the exhibition to be experienced first hand – whether independently or on one of the guided environmental tours. An accompanying programme of events enables the topics relating to sustainable urban development to be explored in greater depth. The pavilion will remain in existence even after Hamburg’s year as European Green Capital has come to a close.

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The programme in detail

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OFFsHOre Basis CuXHaVen OFFsHOre Wind enerGY and CliMaTe PrOTeCTiOn

PaHlHuus aT laKe sCHaal naTure PrOTeCTiOn and reGiOnal deVelOPMenT

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Unspoilt nature, pure air, clear water – this and much more is offered by the UNESCO biosphere reserve “Schaalsee” (Lake Schaal). The protection area, covering 309 square kilometres, is located between the urban centres of Hamburg, Lübeck and Schwerin. Lake Schaal forms the heart of the reserve. But it is not only the lake that makes the area so unique – the biotope and the surrounding landscape, home to many species, are also unparalleled. Details are provided in the interactive exhibition in PAHLHUUS at Lake Schaal. Using elements such as an ice age tunnel, a vivarium and an “animal telephone”, visitors can find out how the biosphere reserve was created, how it has developed and the opportunities arising from nature protection. Also, many interesting hikes start from PAHLHUUS at Lake Schaal.

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The German government aims to increase the proportion of energy generated from regenerative sources to 30 per cent by 2020. The strongest growth over the next few years will be experienced in the offshore industry. This topic can be experienced at close quarters in Cuxhaven. Thanks to its location and unique infrastructure, the Offshore Basis Cuxhaven – the leading offshore base port on the German North Sea coast – offers ideal conditions for constructing offshore wind farms in the North Sea. The “Offshore Basis Cuxhaven”

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GuT KarlsHÖHe learninG FrOM naTure

Gut Karlshöhe is hidden behind mighty oak trees: the former state farm estate with an impressive ensemble of yards is located within the urban area of northeast Hamburg. The near-natural outdoor area accommodates an attractive mosaic of meadows, copses, small ponds and a cottage garden. Pomeranian Coarsewool Sheep and chickens that are free to roam convey rural tranquillity in the heart of the city. A wide

WaTer FOruM WaTer – a KeY resOurCe

information point was open to visitors during Hamburg’s year as Green Capital from 20 May to 30 October 2011. Within a matter of fi ve months, some 20,000 people had visited the offshore information point to find out about the company and the infrastructure of Cuxhaven’s offshore base. Due to the large number of visitors, there are plans to establish a permanent offshore information centre in Cuxhaven.

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Since water is the central aspect of the Hanseatic City, the Water Forum provides

range of educational and recreational activities has attracted both young and old to Karlshöhe for over 20 years. The new interactive exhibition “jahreszeit HAMBURG” opened on 19 August in the restored historic barn, offering an unusual perspective of Hamburg’s nature and how energy is dealt with. The new organic restaurant invites visitors to savour delicious food in a relaxing atmosphere.

exciting background information on the element in three exhibition areas. In the interactive section called “The history of water supply to Hamburg”, visitors learn about how water was supplied to Hamburg in the past 600 years. In “Modern water supply”, visitors find out about drinking water supply systems and treatment, quality assurance of drinking water in the laboratory, and the pipe network. Also, practical tips are given on how best to save water. “Water, man and the environment” gives visitors an idea of the geology in and around Hamburg. It also explains how important water is to our planet, and informs visitors about nature and water protection areas.

2.3.

Environmental tours

Environmental tours were provided which gave people the opportunity to explore the green spaces of the Hamburg metropolitan region and to discover local nature conservation and environmental protection projects. “City Tours – Hamburg for Green Explorers” promoted Hamburg as the European Green Capital. There were nine stops along the route which highlighted some of Hamburg’s environmental protection projects. Those who wished to complete the tour independently on foot were able to do so with the help of a map. Guided tours were also offered to international delegations and visitors, as well as to school groups. Numerous partners from industry, academia, environmental associations and other institutions also took the Senator Blankau launches the opportunity to offer their own special “Capital Tour – Hamburg for Environmental Explorers” environmental tours – on foot, by bike or by boat. Visitors learnt not only about climate, water and flood protection, but also about sustainable urban development and nature conservation. Three specially developed GPS tours took participants to the city’s natural areas, showcasing parks, green spaces and nature reserves which otherwise would probably only be known to those living in the region. In total, the official guided tours were enjoyed by over 12,000 people; it is not known how many undertook the tour independently.

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eXPediTiOn TO THe Green CaPiTal Why does Hamburg hold the title awarded by the EU? This question can still be answered by taking a walk through Hamburg city centre: simply follow the “Capital Tour – Hamburg for Environmental Explorers” shown on the map.

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BALLINDAMM/GLOCKENGIESSERWALL The traffic intersection point highlights one of the challenges involved in urban environmen-

tal protection. Thanks to favourable winds, there is rarely poor air quality in Hamburg. Nevertheless, emissions are to be cut even further, for example by promoting electric cars or by constructing a hood over the A 7 motorway to the west of the city. Some 300 eco-taxis are used in Hamburg, each of which saves three tonnes of carbon dioxide annually.

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BALLINDAMM/REESENDAMMBRÜCKE In the past, the Alster often used to be inundated with waste water following heavy rainfall.

Today, transport sluices and retention basins prevent this type of pollution from occurring. As a result, the water is now good enough for bathing in. Which is equally beneficial to eel, carp, pike & Co.: over 30 species of fish can once again be found in the Alster.

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INNER ALSTER/ RATHAUSMARKT At the Rathausmarkt, commuters are spoilt for choice: all of the underground lines stop here, and

the new U4 is soon set to join them. There are also several S-Bahn and bus lines. Good connections are not the exception. Virtually all citizens of Hamburg are within 300 metres of a stop/station. Which is just one reason why the number of passengers transported has been on the rise for years.

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MÖNCKEBERGSTRASSE/ST. PETER’S CATHEDRAL Mönckebergstraße is Hamburg’s main shopping street. At the same time, the

Green Capital advocates conscious consumption. Hamburg supports the “From the region – for the region” initiative – creating demand for locally grown produce. When it comes to waste, there is still room for improvement in Hamburg: which is why the city launched a recycling campaign in 2011.

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DOMPLATZ Hamburg is the green metropolis on the waterfront, as demonstrated by the Domplatz in the heart of the city centre. Parks and other

green spaces cover around 40 per cent of the city’s surface. What is more, around

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a quarter of a million roadside trees shape the cityscape. This way, Hamburg’s city centre also offers attractive residential areas that keep distances to work short.

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BRANDSTWIETE/ KORNHAUSBRÜCKE The flood protection line is located at this crossing. Due to its location on the Elbe, Hamburg must

take measures to protect itself from storm surges. To this end, the city is in the process of developing an adaptation strategy. Thanks to its interdisciplinary network, Hamburg is considered worldwide a top address for climate research. In order to protect the climate, the city aims to reduce carbon dioxide emissions by

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40 per cent by 2020, and by 80 per cent by 2050.

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MAGDEBURG HARBOUR HafenCity also played a role in helping

Hamburg to become Green Capital: the revitalised harbour area offers residential units for some 12,000 residents, as well as 45,000 jobs. The HafenCity Gold Environmental Label is awarded to particularly sustainable buildings. Those who wish to find out more are invited to make a small detour to the Sustainability Pavilion.

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STRANDKAI The harbour is both landmark and economic driver: this is where a large number of container ships and cruise liners dock. The

harbour provides work for more than 150,000 people. At the same time, the city supports measures to protect nature along the Elbe. On the other side of the river, a climate-neutral quarter is being created as part of the International Building Exhibition.

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The programme in detail

2.4.

The Train of ideas

One of the European Commission’s requirements was that cities competing for the European Green Capital title should bring the green message to other European cities, rather than just restricting it to a local audience . This objective led to the development of Hamburg’s Train of Ideas . This train, consisting of seven carriages, departed from Hamburg and visited a total of 17 European cities . The rolling exhibition focused on the challenge of how European cities of the future can be shaped in a sustainable, environmentally friendly manner, at the same time making them a desirable place to live . The presentation of projects from many European cities was a consistent feature of the interactive, educational exhibition, which took a hands-on, thought-provoking approach . A further aim of the Train of Ideas was to raise international awareness of Hamburg as a Green Capital with innovative projects and concepts and as a green, waterfront metropolis for tourists and representatives of business .

2.4.1. exhibition design The exhibition presented in the Train of Ideas addressed the key issue of the options available to cities as they strive to meet the global challenges of the future . The exhibition also encouraged visitors to reflect on their roles and responsibilities in enhancing the urban environment . Each carriage in the exhibition had its own concept . In the first carriage, Hamburg was presented as the Green Capital and as a tourist destination . In the second and third carriages, visitors were invited to find out more about urban development, urban nature, water and air quality . The fourth carriage focused on sustainable resource conservation . The last carriage contained exhibits about urban responsibility and its relationship with climate change . Around one hundred environmental projects from Hamburg and other European cities were shown as examples on touch screens . Hamburg’s projects were created by administrative bodies, public enterprises, environmental associations and the private sector .

The Train of Ideas was itself once merely an idea

Loading onto the container yard: let the journey begin

Work commences on recycled containers

Sawing, hammering, painting, installing lighting and equipment

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The maiden voyage across Lombardsbrücke

The interactive exhibition offered visitors all kinds of opportunities for participation . For example, visitors could agree with, reject or assess statements on environmental issues on blog computers . The exhibit entitled “The City of Wishes and Visions” invited visitors to write their own ideas and visions for a city they would want to live in on wooden cubes, which were then symbolically used to build a city . As the Train of Ideas toured Europe, visions were written on over 10,000 wooden cubes . The most frequent requests were “more green areas in the city,” “regional food,” “no nuclear power,” “more cycle paths,” and “affordable housing .” What was striking here was that people’s wishes were very similar in all of the cities . The exhibition presented in the Train of Ideas was devised and realised in collaboration with the agency, Kunstraum GfK . Wuppertal Institute for Climate, Environment and Energy held scientific responsibility for the exhibition by ensuring technical accuracy of its contents .

Finally the time has arrived: the Train of Ideas pulls in

The Train of Ideas returns home. Pulling into Hamburg Central Station.

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The programme in detail

2.4.2. The Train of ideas tour The budget allocated to the Train of Ideas was sufficient for it to visit 17 cities (plus Hamburg, as the starting and finishing destination) . The Train of Ideas was an immediate hit after it had been presented at the Hamburg City Climate Conference at the end of 2009, and attracted a great response from European cities . When deciding on the Train’s destinations, the selection process focused on the 22 applicant cities that had expressed an interest in becoming involved in projects related to the Train and were also willing to welcome and publicise it . Shortlisting these to 17 cities took just a few weeks, resulting in the following route for the tour: Hamburg, Altona train station: 15 – 21 April Copenhagen: 26 – 29 April Malmö: 1 – 4 May Gothenburg: 6 – 10 May Oslo: 12 – 15 May Zurich: 20 – 22 May Munich: 24 – 27 May Warsaw: 31 May – 4 June Riga: 7 – 10 June Tallinn: 12 – 14 June Vienna: 20 – 22 June Barcelona: 25 – 29 June Marseille: 2 – 4 July Nantes: 7 – 10 July Paris: 1 – 4 September Brussels: 7 – 13 September Amsterdam: 15 – 19 September Antwerp: 21 – 25 September Hamburg, Jungfernstieg: 29 September – 26 October

Each destination’s railway station was the ideal location for the Train of Ideas . Where this was not possible, a central public place within the city was chosen as a venue for the Train of Ideas in consultation with the city’s administrative bodies . In ten cities (Malmö, Gothenburg, Zurich, Riga, Vienna, Barcelona, Marseille, Nantes, Paris and Antwerp), the Train of Ideas’ destination was the train station; in the other seven cities (Copenhagen, Oslo, Munich, Warsaw, Tallinn, Brussels and Amsterdam), a suitable alternative was found in a public space . Deutsche Bahn was the logistics partner for the entire tour . The exhibition was officially opened at all of the stops along the tour, often by the local mayor or their deputy . Representing Hamburg, the First Mayor, the Second Mayor, the Senator for Urban Development and the Environment and Councillors of State of the Senate Chancellery and of the State Ministry of Urban Development and the Environment (BSU) opened the exhibition in the individual cities . Many of the cities arranged Oslo special accompanying events to mark the arrival of Hamburg’s Train of Ideas . Göteborg

In addition, high-profile debates were held in nine cities (Copenhagen, Malmö, Oslo, Zurich, Warsaw, Vienna, Barcelona, Paris and Brussels) . During these “Green Capital Challenges,” representatives from the host

Kopenhagen Malmö Hamburg, Jungfernstieg

Amsterdam

Hamburg, Bahnhof Altona

Antwerpen Brüssel

Paris Nantes

München

Zürich

Marseille

Star-studded opening in Altona: Second Mayor Stapelfeldt, EU Environment Commissioner Potocˇnik and Barcelona actor Peter Lohmeyer as engine driver

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Wien

city and from Hamburg and environmental experts discussed issues such as sustainable mobility, energy supply, climate protection, green space planning and sustainable urban development . These events, held in cooperation with sponsor Siemens, led to a lively exchange of expertise in the cities .

Opening in Paris with State Councillor of Environment Lange and Mayor for the Environment Baupin

Oslo: opening with Mayor of Oslo Fabian Stange and State Councillor Wolfgang Schmidt Tallinn

Nantes, European Green Capital 2013, with Mayor Ayrault on a StadtRad rental bike

Riga

Warschau

Olaf Scholz and Marseille’s Second Mayor Bernard Susini try out the train’s exhibits

Visiting Brussels: Environment Senator Blankau with EU Environment Commissioner Potocˇnik and Evelyne Huytebroek, Minster of Environment, Brussels Capital Region

Vienna: opening with Executive City Councillor for the Environment Uli Sima and State Councillor Holger Lange

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The programme in detail

2.4.3. attendance figures, media response The Train of Ideas attracted over 70,000 visitors, by far exceeding its own target of 40,000 . In Hamburg alone, the exhibition was visited by over 30,000 people . Its popularity speaks for its success . The decision to give the exhibition a prominent position at Jungfernstieg/ Reesendamm was one of the main reasons for its success in Hamburg . Responding to public demand, the exhibition was extended by one week in October at Jungfernstieg . A record number of visitors – 4,410

Barcelona

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• Amsterdam – visited the exhibition on its final weekend . Feedback from visitors on the train’s blog computers and the reports given by train conductors from the various cities demonstrated that the responses to the exhibition were predominantly very positive throughout its tour .

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secure jobs . Reporting even beyond the borders of Germany has ensured that Hamburg is viewed as a green city offering a high quality of life . Many of the activities initiated by Hamburg are now being scrutinised across Europe for their potential to be reused in future projects . With the help of the Train of Ideas, Hamburg has attracted attention in the international media not only as a “green” city, but also as a city with other qualities and characteristics . Such reports may spark the interest of international investors, drawing them to Hamburg as an attractive potential location for commercial activities in Europe/Germany . Such issues as the quality of life in a city often play an important role in location decisions . Press coverage outside Germany has also promoted Hamburg as a destination for recreational city breaks, particularly in the international market . The title of European Green Capital 2011 triggered a great deal of interest in topics related to Hamburg in the media . International media perception of Hamburg as European Green Capital 2011 gained a similarly high level of interest, comparable to that generated for Hamburg by the 2006 World Cup .

Marketing activities and effective media relations, devised and conducted by Hamburg Marketing GmbH in close cooperation with BSU, led to a consistently positive perception of the Train of Ideas and of Hamburg as European Green Capital in the international media . The tenor of the coverage is consistently favourable; there were no critical articles in any of the reports surveyed . Hamburg even attracted attention as the European Green Capital and created a positive image for itself beyond the borders of Europe: • On the basis of previous media analysis, Hamburg is perceived as a “green,” sustainable, environmentally conscious and innovative city in which economic growth and sustainability are reconciled and where creative solutions and “green” technology create/

Zurich

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2.5.

events and trade fairs

The launch took place at an event on 17 November 2010; the opening event for the public was on 14 January 2011 and the closing conference was held at the City Hall on 12 December 2011 . In between these events, an extensive programme unfolded, comprising ambitious specialised activities and events targeted at special groups

Public opening event: energy battle on the sustainable dance floor

Setting sail: introductory event to Hamburg’s year as European Green Capital or at the general public . The events were delivered and were partially funded by the city or in collaboration with a variety of partners . In addition, numerous events were organised independently of the city . They were accredited with the logo and were included in the calendar of events, enabling them to be integrated into the Green Capital programme .

of the activities planned for Hamburg’s year as European Green Capital . With the official handover of the baton from Stockholm to Hamburg on 15 December 2010 in Brussels, the first event for citizens in front of the City Hall on 14 January 2011 represented the second part of the official launch of the European Green Capital year . Using the slogan, “Hamburg moves forward,” numerous organisations such as the Hamburg Energy Agency, environmental associations, political foundations, municipal companies and private-sector companies informed visitors about environmental issues and their planned activities for Hamburg’s year as European Green Capital . The sustainable dance floor invited visitors to dance in order to generate energy . Despite spells of very bad weather, around 5,000 visitors attended this environmentally friendly public opening event .

In all, the programme contained almost 2,000 event listings . The examples described in this report highlight just a few of them . A comprehensive list with further information can be found in the Green Capital programme booklet .

2.5.1. introductory launch and public opening event The European Green Capital year was officially launched with an introductory event on 17 November 2010 at Kampnagel . Adopting the motto, “Hamburg sets sail for the Green Capital,” around 500 guests from politics, industry, academia and society were given an overview

15

The programme in detail

2.5.2. environmental economic summit Eco-Partnership Hamburg held an Environmental Economic Summit on 8 February 2011 . At the summit, facets of sustainable economic activity were highlighted by prominent speakers such as Karl Falkenberg, EU Director General for the Environment . Approximately 600 delegates represented over 700 Eco-Partners who voluntarily adopt environmental and climate protection measures into their company strategies .

2.5.3. european Green Capital dialogues Over the course of seven European Green Capital Dialogues, citizens of Hamburg were invited to discuss with experts the central environmental issues affecting the city in order to inspire new approaches and to produce results through dialogue . The topics were:

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17. 5. 2011

Climate protection is half the battle! Energy-efficient construction and renovation

27. 5. 2011

Smart buying instead of compulsive buying! Paths towards sustainable consumption

15. 6. 2011

Hamburg’s blue gold! Living with water

1. 9. 2011

2050 starts now! Hamburg’s Climate Protection Master Plan

14. 9. 2011

Getting ahead! Climate-friendly mobility in Hamburg

28. 9. 2011

Infinite value! From waste to resource management

2. 11. 2011

City of dreams/spaces! Prospects for urban greenery

Altogether, some 1,400 guests attended the seven debates that took place during Hamburg’s year as European Green Capital . After each dialogue, participants were given the opportunity to continue debating via an internet discussion group . The results of all seven dialogues were presented to the public in the eighth dialogue on 31 May 2012 and were explored in more detail through discourse with key social stakeholder groups . The main focus of the event was not simply to present and summarise previous outcomes, but to look to the future and to how Hamburg can continue to develop into a modern and sustainable city with its residents’ involvement . It is envisaged that this inclusive issue-related dialogue will continue beyond Hamburg’s year as European Green Capital through a new series of City Workshop events .

2.5.5. European Green Capital ZEIT CONFERENCE, handover of the baton to Vitoria-Gasteiz

2.5.4. Environmental Youth Summit The Environmental Youth Summit was held in Hamburg Stadtparkbad from 9 to 11 September under the guiding theme “We’ll influence our city.” 400 young people aged between 16 and 25 used the three days to consider closely issues concerning energy and climate protection, sustainable consumption, resource conservation and urban development. The Summit was planned and implemented by young people under the guidance of the German Youth Association for the Protection of Nature, NAJU. Practitioners involved in academic and non-academic education, in particular association and private youth work, helped to devise the programme. In the run-up to the Summit, 15 environmental projects chosen from a total of 33 submitted from Hamburg and the metropolitan region each received funding of up to € 2,500. Because of the positive response, the idea of the Environmental Youth Summit was proposed to Green Capitals 2012 and 2013 by the European Commission.

Presentation of projects at the Environmental Youth Summit

The European Green Capital ZEIT CONFERENCE, held at the City Hall on 12 December 2011 with 400 guests, marked the official end of Hamburg’s year as European Green Capital. The conference entitled “The Environment is our Future” explored the three hypotheses that: “The environment creates jobs,” “The environment

The Environment is our Future: European Green Capital ZEIT CONFERENCE generates knowledge” and “The environment creates quality of life.” Speakers included First Mayor Olaf Scholz, Giovanni di Lorenzo (ZEIT), Tim Jackson (“Prosperity without Growth”), Claus Leggewie (University of Duisburg-Essen), Franz-Josef Radermacher (University of Ulm) and Anita Engels (KlimaCampus/University of Hamburg). A two-page advertorial on the Green Capital was published in the ZEIT as a follow-up to the conference. With a circulation of 509,933, this advertorial, an integral part of the package, had a media value of € 132,564.80. On 15 December 2011, it was time for Hamburg to officially hand over the baton to Vitoria-Gasteiz as European Green Capital 2012 at the EU’s Committee of the Regions in Brussels. President of the EU Committee of the Regions, Mercedes Bresso, and EU Environment Commissioner, Janez Potocnik, gave a word of welcome to an audience of around 200 guests. Councillor of State Lange then handed over the “Green Book” to the Mayor of Vitoria-Gasteiz, Javier Maroto.

17

The programme in detail

2.5.6. sponsored events In order to be able to reach out to various target groups and to cover the widest possible range of topics within the programme, funding was provided to existing events or new events created by partners to mark Hamburg’s year as European Green Capital .

Development and the Environment and were included in the UMK’s resolution concerning the Climate Change Conference in Durban . The next International Environmental Law Conference will be held in Hamburg in September 2013 .

2.5.6.1. Filmfest Hamburg In 2010, Filmfest Hamburg launched its own environmental film section under the title “Three colours green” and joined forces with the Green Capital to organise a student short film competition on Hamburg’s “green” spaces . During Hamburg’s year as European Green Capital, the documentary films screened within the environmental film section attracted an audience of 1,500 viewers . This has now evolved into a permanent and important part of the film festival .

2.5.6.2. international environmental law Conference The first-ever International Environmental Law Conference (IURT) was held at Bucerius Law School from 15 to 16 September 2011 . In addition to the question of how legislation can effectively promote climate protection, environmental risks associated with shipping were also debated . The conference was attended by 220 representatives from the courts, the legal profession, the business sector and academia from around 30 nations . Recommendations developed in working parties were put forward to the 77th German Conference of Environmental Ministers (UMK) by the State Ministry of Urban

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Jörg Kuhbier, Chairman of Internationaler Umweltrechtstag e.V.

2.5.6.3. Climate Week At the third Hamburg Climate Week from 23 to 30 September 2011 and organised under the aegis of TuTech Innovation GmbH, 167 stakeholders informed visitors about climate protection, climate change adaptation, climate research and renewable energies . Schoolchildren of all ages were able to find out about climate protection projects currently being realised in the Hamburg metropolitan region at the Zero Emission Pavilion, a joint action by Hamburg’s forest management units and the Education Tent at Rathausmarkt . Altogether 105 school groups took up this offer, developed in collaboration with institutions such as the State Institute for Teacher Training and School Development and the Ministry of Schools and Vocational Training (BSB) .

2.5.6.4. Other funded events A total of 150 experts from 27 countries discussed progress in the battle against noise pollution in Europe at the international conference “UrbanAcoustics – the (building) cultural dimension of noise” (3 – 4 March 2011). City network ICLEI organised a three-day conference on sustainable urban development in Brussels from 12 to 14 September 2011, attended by around 300 representatives from cities across Europe. This coincided with the Train of Ideas’ stop in Brussels, and the Train played a central role in the supporting programme. Landesfrauenrat Hamburg organised a conference on “Gender and sustainability – challenges to the environment and climate in Hamburg” on 11 November 2011. The gender-specific perspectives of mobility, urban planning, habitation and consumption were discussed at the conference. On the eve of the Reeperbahn Festival, on 22 September 2010, 100 international and German representatives from the music industry, science, politics, environmental associations and the media met at the Green Music Dinner to discuss how innovative approaches in the music industry can help to reduce carbon emissions.

Environment Senator Blankau with the Chairman of Turkish Community Hamburg, Hüseyin Yilmaz To mark Hamburg’s year as European Green Capital, Turkish Community Hamburg (TGH) initiated a new series of events focusing on the environment and immigration. On 18 September 2011, TGH members, member organisations and other interested parties were invited to an environment day at the Turkish Community under the motto “The environment needs partners.” It is envisaged that two events focusing on the “environment and immigration” will become regular annual fixtures.

2.5.7. Events organised by partners

ICLEI conference on sustainable urban development A newly formed series of events created to mark Hamburg’s year as Green Capital also encouraged Hamburg’s residents to engage in discussion. These included the series of seminars organised by Architektur Centrum in cooperation with the Green Capital on the topic “Hamburg – European Green Capital 2011” and on the “Cities of the Future” – sustainable land use, transport culture and quality of life, as well as “Green Days 2011” run by Hamburg-based companies. Stadtreinigung Hamburg partnered up with Hamburg University of Technology to host a series of events called “Hamburg T.R.E.N.D.” – an expert forum for development strategies in the waste resource industry.

To mark the occasion of Hamburg’s year as European Green Capital, the sustainable consumer goods show “goodgoods” was held for the first time at Messe Hamburg from 27 to 29 May. Around 10,000 people visited the 90 or so exhibitors’ stands promoting sustainable products and services. The second Green Capital Dialogue “Smart buying instead of compulsive buying – Paths towards sustainable consumption” was also part of the show’s supporting programme. Port and environmental experts from around the globe met at the 6th international environmental port conference “GreenPort Congress” at the Hanseatic City from 14 to 15 September 2011. The congress was hosted by Hamburg Port Authority. The topics discussed included emission control, sediment management, ballast water treatment and technical developments in shipbuilding and terminal operations.

19

The programme in detail

support exchange between green metropolises and to document the impact of the Green Capital title . Hamburg can distinguish itself as being a global capital of knowledge and a key location for innovation by holding regular sustainability summits, consolidating its leading role in the growing community of European Green Capitals .

2.5.8. Green events Manual

The Network of European Metropolitan Regions and Areas METREX held its large annual conference for around 200 delegates in Hamburg from 6 to 8 October 2011 . To mark Hamburg’s year as European Green Capital, a European trend survey was commissioned for the first time questioning young, highly qualified city dwellers about their attitudes towards sustainability and climate protection . The survey was entitled “Green Capital of Tomorrow – The Next Generation’s Perspectives .” The project was initiated by Siemens AG, and developed and realised by the Competence Centre for Renewable Energies and EnergyEfficiency (CC4E) of the University of Applied Sciences HAW Hamburg, with the content supported by the City of Hamburg . The ‘Green Capital of Tomorrow’ research project brings together students and young academics from various disciplines, and acts as a source of ideas for technical and social innovations for sustainable metropolitan development . CC4E and HAW Hamburg fulfilled the project with university partners from eight European metropolises . Around 1,100 students from Hamburg, Vienna, Zurich, Copenhagen, Trondheim, Barcelona, Paris, Warsaw and Brussels were questioned . Ideas for the “Green Capital of Tomorrow” were discussed at a closing conference at the invitation of the Siemens office in Hamburg . The participating cooperation partners plan to continue the successful study as a regular trend monitoring programme on sustainable urban development . An online platform will be set up to

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As far as possible, all events that received funding from the Green Capital were planned in an environmentally friendly, climate-neutral manner, based on the manual “Events: The Same in Green .” The manual is a non-binding document containing background information, guidance and check lists that aim to show both municipal and private organisers how any type of event can be made greener . In addition to the freely accessible online version, around 1,500 printed copies were sent to authorities, boroughs, schools, hotels, events management companies and PR agencies . In the context of cooperative activities within the Green Capital, the concept of “altonale goes green” was introduced in which specific environmental objectives were defined for the first time for the “altonale” cultural festival and the International Festival of Street Arts, “STAMP” . At this event, around 500,000 visitors were able to find out about environmental issues and it included numerous info/eco stalls . The Green Capital set a good example at the introductory event, the opening event for the public, the Environmental Youth Summit, the European Green Capital ZEIT CONFERENCE, European Green Capital Dialogues and the exhibition “Environment has a History .” In addition to using “green” materials, seasonal, regional and organic food was served, reusable cutlery and crockery were used, packaging material was kept to a minimum, waste was separated properly, green mobility was promoted and carbon emissions were offset . Guests were informed about the key measures through information boards, the programme booklet and other media .

2.6.

“Get involved” campaigns

In addition to general “get involved” events such as taking part in environmental tours and events, citizens were invited to participate in targeted actions:

2.6.1. “My Tree – My City. Count me in!” The tree-planting campaign, “My Tree – My City . Count me in!” was a new campaign initiated by the city to team up with the citizens of Hamburg to fill the green gaps in tree-lined streets . As a result of the campaign, the city planted 2011 roadside trees, funded by the Climate Action Plan . From the end of June, Hamburg residents were called upon to make donations to ensure that as many as possible of the remaining 500 gaps could be closed . Altogether, the citizens of Hamburg donated Donor recognition plaque

First Mayor Scholz and Hamburg’s entire Senate with the trees they donated over € 300,000, enabling almost 600 additional trees to be planted . The campaign was so successful that all of the suitable sites for roadside trees were planted after just a few months, thanks to the generous donations of Hamburg’s citizens . All donations received were used to finance the trees and planting work .

© Michael Zapf

21

The programme in detail

2.6.2. “switching over without the pain of separation” At the end of September/start of October, the State Ministry of Urban Development and Environment teamed up with partners within the “Switching over without the pain of separation” campaign to offer incentives to make it easier for citizens to switch from cars to trains, buses and cycles . In all, 9,415 new customers switched to the red rental bikes belonging to StadtRAD . The number of StadtRAD customers therefore increased by more than 8 per cent during the course of the campaign . The Hamburg Transport Association HVV distributed 2,735 tickets to friends and acquaintances of season ticket holders, free of charge . In addition, many visitors made use of the free advisory and “get involved” activities of the General German Bicycle Club (ADFC), the Consumer Advice Centre and other partners .

Little helpers involved in “Hamburg Cleans Up”

2.6.4. energy conservation campaigns Hamburg Energy Agency (Hamea) organised several energy saving events during Hamburg’s year as European Green Capital . With Hamea’s support, the Hamburg branch of the German Caritas Association advised low-income households on how to save energy, making an important contribution to reducing energy poverty . During 2011, the 1,000th energy efficiency check in Hamburg

Nodding dog Waldi encourages citizens to switch to cycling

2.6.3. Hamburg Cleans up A special promotional campaign with voluntary helpers was organised for the 14th annual Clean-Up Campaign of Stadtreinigung in Hamburg’s year as European Green Capital . Over 800 groups, initiatives and schools, as well as numerous families and citizens, descended upon the city from 25 March to 3 April armed with litter pickers and work gloves to clean up play areas, school playgrounds, parks and green spaces . 53,700 residents of the Green Capital took part in the spring-cleaning campaign “Hamburg Cleans Up” – an absolute record number in Hamburg’s year as European Green Capital .

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Klimathlon ambassadors Markus and Steffen Deibler was carried out . Within the energy saving competition “Klimathlon,” Hamburg residents collected points for their energy saving activities .

© Michael Zapf

2.6.5. Funding environmental projects The Green Capital provided funding for environmental projects realised by external partners, particularly environmental associations. The total amount of available funding amounted to € 100,000. Projects directly related to the Green Capital could be financed or co-financed from this funding. The North German Foundation for Environment and Development (NUE) was tasked with implementing the application process. The NUE jury, composed equally of representatives from the political sector, local government and civil society, decided how the funds were to be allocated. Funding was awarded to projects completed by the Gesellschaft für ökologische Planung, the Arbeitsgemeinschaft Natur- und Umweltbildung (ANU), the Verein Ökomarkt, the German Forest Protection Association SDW and the Nordelbisches Zentrum für Weltmission und Kirchlichen Weltdienst, for example. Loki Schmidt’s Nature Conservancy Foundation Hamburg received funding for its “Long Day of City Nature” project; the Hamburg branch of the Nature and Biodiversity Conservation Union (NABU) was also awarded funding. With this support, NABU mainly financed exchange between experts and the international networks of urban environmental associations. Karl Falkenberg, EU Director General for

the Environment, was also present at a workshop for the Green Capitals’ environmental associations. This form of exchange will be maintained in future years.

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Communication

3. COMMuniCaTiOn The success of the European Green Capital project required fitting communication and PR activities . One underlying objective of the communication strategy was to emphasise that the title of European Green Capital is an appreciation of Hamburg’s environmental performance over the past twenty years as well as being an incentive for the years to come . Hamburg was also to gain prominence throughout the world as European Green Capital . Special emphasis was placed on Hamburg’s international position as a green metropolis with innovative urban development concepts and environmental technologies . In Germany, Hamburg has long been known as a green city offering a high quality of life; the aim was now to spread this message through international communications . This PR campaign was carried out under the auspices of Hamburg Marketing GmbH, in close coordination with BSU . Another objective was to further raise the public’s awareness of environmental issues and to harness the increased public interest in order to further advance urban environmental protection in an open discourse with citizens and the European public with a special interest in this area . Cities are responsible for emitting around 80 per cent of the greenhouse gases that harm our climate . At the same time, however, cities and their residents, businesses and universities also offer the creative potential to develop resource-saving technologies that are simultaneously oriented towards the needs of a globally growing urban population . During Hamburg’s year as European Green Capital, therefore, examples were to be highlighted to demonstrate how Hamburg acts as a laboratory of the modern age .

3.1.

Programmatic guidelines

Initially, communication took up the key messages of Hamburg as European Green Capital already specified in the application comprising:

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−

− −

The urban development concept of inner development with outstanding international projects such as HafenCity, IBA and igs . The green city with an abundance of open and green spaces and a high quality of life . The modern, dynamic industrial metropolis in which innovative solutions to tomorrow’s environmental problems are being developed and implemented, thanks to unique cooperation between the private sector, academia, the political sector and local government .

Based on these elements, three umbrella messages were formed as overarching programmatic guidelines: • Environmental protection creates jobs: economy and ecology are not adversaries . On the contrary: applied environmental protection acts as a boost to the economy, and is proven to create jobs . Examples include the Hamburg Renewable Energy Cluster and programmes such as the “Work and Climate Protection Initiative,” “Eco-Partnership Hamburg” and “Companies for Resource Protection .” • Environmental protection generates knowledge: Hamburg is receptive to learning and dialogue and engages in committed exchange of good practice with other cities . Hamburg’s role as a stronghold for climate research and wind energy also supports this message . • Environmental quality creates quality of life: environmental quality does not mean that sacrifices have to be made . On the contrary, everyone benefits from it . The abundance of green spaces and the good quality of water in the city prove this point .

3.2.

sharpening the communication concept

In the course of implementing the project, it became necessary to sharpen the communicative objectives of the Green Capital, not least because of altered political

framework conditions. Whilst retaining the three key messages “Environmental protection creates know­ ledge,” “Environmental protection creates jobs” and “Environmental quality creates quality of life,” the focal areas of the communication concept were substantiated from mid 2011 and adapted to the short- and medium-­ term environmental policy objectives that will apply beyond Hamburg’s year as European Green Capital. In so doing, the following three thematic key areas and two additional cross-cutting principles were developed as guidelines for the Green Capital’s communication strategy: • Mobility (local public transport and private transport; “Mobility in the city”) Topics here include the planned extension of U-Bahn underground line 4 and the construction of S-Bahn suburban line 4; the introduction of the most modern bus system in Europe and the expansion of bicycle traffic (cycle paths, StadtRAD) as well as the promotion of electric mobility. •  Regenerative energies and climate protection with the declared objective of the Senate to create the basis for a real energy turnaround in Hamburg. • Nature in Hamburg (“Quality of life”) with topics such as expanding urban greenery, which the Senate kicked off with the “My Tree – My City. I’ll join in” campaign during Hamburg’s year as European Green Capital, as well as the implementation of new green area maintenance concepts and the extension of the biotope network in Hamburg (protection of species, area conservation). • The aim of the cross-cutting principle on the environment and business and social justice was to highlight the social dimension of economic and environmental policy measures (e.g. energy-saving renovation for tenants, local public transport fees for users) and to ensure its consideration in all of the key topics. Environmental protection is a matter that concerns us all, but that also needs to be affordable for everyone.

•

 inally, greater emphasis would be placed on the F cross-cutting principle of participation, because cities of the future can only be developed in joint dialogue with their citizens. In order to enable such participation, the activities concerning the key areas undertaken by the Green Capital would be organised so that all citizens of Hamburg had the opportunity to participate.

The communication concept was drawn up in summer 2010 with the support of the bidding consortium Molthan von Loon/ Ketchum Pleon and KNSK. The operational implementation and the sharpening of the communication strategy, which occurred in mid 2011, were executed in cooperation with the fischerAppelt agency between October 2010 and February 2012.

3.3. Logo The European Commission had predetermined which official logo was to be used for the European Green Capital 2011.

The logo was used in all communication activities. The authorities of the Free and Hanseatic City of Hamburg used the logo in all of its letters and e-mails. Since use of the logo is protected by EU licence, extensive rights contract management was required to ensure the proper use of the logo by partner organisations. Numerous sublicensing agreements were drawn up with public and private companies, associations and clubs.

25

Communication

Companies that organised activities voluntarily were given the opportunity to participate in the “Eco-Partnership Project 2011” and to use the special project partner logo of the Green Capital on request . Companies were keen to take up this offer: by the end of 2011, 810 Hamburg-based companies had become Eco-Partners and were involved in voluntary environmental protection activities; when the campaign kicked off in June 2010, 659 companies had signed up .

3.4.

Publications

The Green Capital publicised its activities in the following publications: • A general booklet/folding fl yer on the Green Capital (13 double folded pages, published in German and English) • A programme booklet with a circulation of 100,000 (first edition) and 120,000 (second edition) • E nvironmental Magazines 1 and 2 with a circulation of 50,000 (first edition) and 20,000 (second edition) • A n exhibition catalogue entitled “Environment has a History” published in German and English with a circulation totalling 4,500 • A n information fl yer on the “Train of Ideas” in four languages with a circulation totalling 63,000 • A bilingual fold-out map “Capital Tour – Hamburg for Environmental Explorers” (circulation: 30,000)

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• •

A manual entitled “Events – The same in Green” (circulation: 2,000, in addition to active online sales) F lyer on Green Capital Dialogues (circulation: 20,000)

The Environmental Magazines explored general environmental protection issues and presented shining examples from Hamburg . They also contained interviews on environmental issues and gave tips for day-to-day life . The exhibition catalogue, Environment has a History, illustrated how Hamburg became Green Capital, showing which decisions taken in the past have had a positive impact on the environment . These detailed, attractively designed publications were put on display at all of the information points throughout the city and were distributed across the city via professional distribution channels . In addition, a “Pixi Knowledge” book on the Green Capital and an informative poster showing Hamburg’s key environmental projects were produced in cooperation with Carlsen-Verlag publishing house . Both products, financed by the Public Relations Department of the State Ministry of Urban Development and the Environment, were aimed at children of primary school age . The publications explained clearly to 6- to 10-year-olds why Hamburg was made European Green Capital and what we can do to protect the environment and our climate . All third and fourth grade children at Hamburg’s schools were given a copy of the book . In addition, each class received an informative poster, and the publishing company provided teachers with accompanying teaching material . The book was also distributed to clubs and associations . The series is not commercially available at present, but was – and continues to be – displayed at the various information points of the Green Capital and the City of Hamburg, where it is handed out free of charge . A real price tag was affixed to the Pixi book to enable it to be included in the publishing house’s catalogue at a later date, if required, and to demonstrate the value of the book .

3.5.

Visibility within the city

The first poster campaign containing the messages “Hamburg designated capital!” and “Hamburg is the capital!” was launched at the end of 2010/start of 2011. These posters were mainly displayed on city information panels in Hamburg and across the country as part of the municipal quota. Considerable attention was attracted by the large poster reading “Hamburg designated capital!” displayed in front of the Federal Chancellery in Berlin. This poster inspired articles in the national press about the Green Capital of Hamburg, and sparked a lively debate between residents of Hamburg and Berlin, particularly on the web. A second nationwide poster campaign was launched in mid 2011 with celebrity ambassadors Bettina Tietjen, Michael Otto, Kostja Ullmann and Ulrich Wickert. Its message was to show how Hamburg is advancing as a shining example and used the slogan “From the region – for the region.” It also publicised the Eco-Partnership and projects such as StadtRAD and HafenCity. A total of 5,000 posters were displayed in German cities such as Berlin, Bremen, Dortmund, Düsseldorf, Mannheim, Munich, Dresden, Duisburg, Essen and Frankfurt. In Hamburg, posters were displayed on the city information panels from 9 to 14 June.

Tongue-in-cheek: poster displayed in front of the Federal Chancellery in Berlin In addition, the city’s quota of information panels and cultural information pillars in Hamburg and the metropolitan region was used to highlight specific events, to publicise the Info Pavilion and to announce individual programme items such as the public opening event and the Train of Ideas. To publicise the Green Capital in the City of Hamburg itself, around 120,000 badges showing the logo were distributed. The 120,000 bike seat covers, funded by the

27

Communication

European Commission, were particularly popular . In cooperation with the Hamburger Abendblatt newspaper, a postcard campaign was launched for the “My Tree – My City” project . Tree sponsors from various quarters gave testimonials to reinforce the credibility of the fund-raising campaign . The campaign motifs were distributed on postcards in pubs, restaurants, educational establishments and cultural institutions for several weeks . In addition, the events and “get involved” campaigns organised by the Green Capital were publicised on info screens in Hamburg’s shopping centres . Visibility within the city was additionally increased by a specially branded S-Bahn suburban train; an illuminated environmental pillar erected on the Rathausmarkt by Hamburg Transport Association (HVV) showing the carbon footprint of local public transport in Hamburg; a large number of eco-taxis sporting the Green Capital logo and a specially erected information stand with a huge informative poster of Hamburg at Unilever-Haus in HafenCity . A large poster was also displayed on the “Hühnerposten” for three months, publicising the European Green Capital (110,000 audience contacts daily) . .

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3.6.

Websites, social media

The website at www.umwelthauptstadt.hamburg.de provided information about the title and the various campaigns and events being staged during Hamburg’s year as European Green Capital. An English website (www.hamburggreencapital.eu) existed alongside the German version. There were around 11,000 visits to the website per month. The most frequently accessed areas were not only the homepage and the events page, but also the sections on the “My Tree – My City” and “Switching over without the pain of separation” campaigns. Ten editions of the online newsletter were sent to an ­average of 2,000 subscribers, notifying them about current events, the Train of Ideas and general activities in the Green Capital. The newsletter also contained tips about how to be environmentally aware and other features. By the end of 2011, the number of Facebook followers had reached 3,860 (compared with Stockholm European Green Capital 2010’s 740 followers by the end of 2010). The Green Capital posted information around two to three times a week. Key events were also posted on the general City of Hamburg Facebook page, which had over 500,000 fans. Films and videos, for example showing the Train of Ideas, were posted on the EU’s channel on YouTube. The European Green Capital ZEIT CONFERENCE was streamed live. Over 7,000 users accessed the website at www.Jug2011.de, which provided information on environmental issues, run-up projects, participating youth associations, the Summit programme, educational material, links and films. A special website in four languages was created for the Train of Ideas. In addition to general information about the exhibition and projects organised in the tour cities, the website included clips of the train at the various stops on the tour and a blog in which news reports were given from stops en route. In addition, a tool could be used to reserve free guided tours of the exhibition on the train.

3.7.

Public and media relations

To ensure continuous reporting throughout the duration of Hamburg’s year as European Green Capital, various newspapers were encouraged to develop their own activities for the Green Capital.

For instance, the Hamburger Abendblatt autonomously published five eight-page editorial features on the thematic key areas of the Green Capital, spread over the year. In addition, practical tips about how to be green were published weekly in the environment section of the Abendblatt. Contributions to debates on environmental issues with guest commentaries were published regularly under a special heading. The BILD-Zeitung published a 30-page environmental magazine as a supplement to its Hamburg edition, with articles about many of Hamburg’s environmental projects. Interviews with environmental experts and 50 green tips for daily life rounded off the environmentally friendly magazine. In addition, to mark Hamburg’s designation as Green Capital, the BILD-Zeitung featured personalities and campaigns, giving them the specially created title of “environmental heroes.” Recipients of the title included the “Hamburg Cleans Up” campaign by Stadtreinigung Hamburg, Michael Otto as the greenest entrepreneur, and Gerhard Riebesehl for developing asphalt recycling. The climax of the gala event on 5 May 2011 was the presentation of the award to Loki Schmidt, who posthumously won the award for her life’s work in environmental protection and nature conservation. The award was received in person by her husband, former Chancellor of West Germany, Helmut Schmidt.

29

Communication

The Train of Ideas in miniature wonderland

3.7.1. international communications and press activities International communications, including international press activities, for the Green Capital were conducted in cooperation with Hamburg Marketing GmbH (HMG) . The title of European Green Capital shows that, compared to other cities across the world, Hamburg is a particularly appealing metropolis in which to live in that it represents an intelligent combination of growth and environmental protection . For this reason, this title rests perfectly with the branding of Hamburg . A central connecting factor within international communications, but by no means the only one, was the Train of Ideas . The Train’s tour to other European cities and the attention it attracted was used to inform people about Hamburg as the Green Capital, as well as to communicate other facets of the city, such as Hamburg as a commercial and industrial metropolis and a creative city, or Hamburg as a tourist destination . Depending on the target group, the measures were divided into marketing for the Train of Ideas (directly addressing visitors) and general PR and press activities (target groups: the media and multipliers) . The marketing activities included promoting the Train of Ideas using posters, advertisements, flyers, and so on . A spe-

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cial press officer was deployed to maintain a constant presence on the ground to provide information to international journalists . There was also a basic press pack containing images, text and film/video material that could be used for communication purposes (footage material) . A network of partner agencies in the tour cities provided local assistance . In addition to the aforementioned measures, the topic was actively positioned in the international media beyond the countries where the train visited through a variety of techniques including PR agencies abroad, directly approaching journalists and organising editorial tours, internationally distributed press releases and newsletters, an extensive media and research service, active information management, the provision of text/photographic and film material, as well as meeting with various journalists visiting Hamburg .

3.7.2. Media coverage An assessment of media reporting reveals that national media monitoring comprised a total of 6,665 media reports . In the print sector alone, a circulation of over 142 .7 million was achieved bringing a calculated reach of over 380 million . 40 per cent of reports in the print sector were published in the national press . More than 25 .5 billion visits were registered in national online reporting . International media monitoring recorded a total of around 1,200 media reports . The verifiable reach was some 67 million people in the print sector alone . If online reporting is added to this, then international reporting achieved around 270 million verifiable contacts . Due to a lack of data in the online sector, reliable values can only be calculated for less than a quarter of reports . This means that the actual reach would be considerably higher . The advertising values can only be calculated for a few of the print publications and very few of the online and TV media . However, it can be projected that print reporting alone yielded an advertising value of approximately € 1 .4 million . The key thematic areas of European media reports were the “Train of Ideas” and “Hamburg as European Green Capital in general” (including events), followed by tourist-related articles and the topics of renewable energies, wind energy, urban development and HafenCity Hamburg, IBA and IGS as well as the Sustainable Port . The highlights of worldwide media reporting were news and TV reports on the Sustainable Port, as well as HafenCity Hamburg and IBA by CNN, BBC World, CCTV China, MBC TV and Deutsche Welle TV . In Scandinavia, one of

the main target areas of Hamburg’s marketing efforts, emphasis was placed not only on the Train of Ideas, but also in particular on Hamburg’s urban development/transport policies.

3.8.1. International and national events

The assessment of international reporting is that it was extremely successful. According to international media monitoring, Hamburg is perceived as a “green,” sustainable, environmentally conscious and innovative city in which economic growth and sustainability are reconciled and where jobs are created and secured thanks to creative solutions and “green” technology. By developing its reputation in this way, reporting also contributes to building interest in Hamburg from other cities, international investors and tourists.

Hamburg made use of a number of national and international events to present itself as European Green Capital. These included, in particular, trade fairs, including HWF Hamburg Business Development Corporation at the MIPIM in Cannes; the ExpoReal in Munich; the Ecomondo in Rimini; the Triennale in Milan and, through Hamburg Tourismus, the ITB Berlin travel trade show. In 2011, public enterprises such as HWF Hamburg Business Development Corporation and Hamburg Tourismus used the slogan “Hamburg – European Green Capital 2011” for their trade fair displays. The Green Capital also promoted itself through an exhibition in Hamburg House at the Expo Shanghai 2010, where it hosted a conference on the City of the Future with the European Commission and Green Capital 2010, Stockholm, focusing on the two Green Capitals.

Green Capital bus in Brussels

3.8.

Target group communication

The communication concept was to prioritise the following: − International communication − Networks, partners − Delegations − Schools

There were more exhibition stands at the “Green Week” in Brussels, the central European environmental conference that attracts some 3,500 visitors, hosted annually by the European Commission. During Hamburg’s year as European Green Capital, there was also an official side event at the Green Week in Hamburg entitled “Nothing’s possible without water – Hamburg’s key resource,” organised by Hamburg Wasser and the Senate Chancellery. In mid-November 2011, the Green Capital presented itself at the Intelligent Cities Expo in Hamburg. Environmentally friendly solutions in the areas of infrastructure, technology and governance were demonstrated at the trade fair. Hamburg Messe und Kongress doubled up as the meeting place of the European Green Capital Panel, a union of European Green Capitals from 2010 to 2013 (Stockholm, Hamburg, Vitoria-Gasteiz and Nantes), which were represented by top-ranking delegations.

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Communication

Jane Goodall: international ambassador of the Green Capital

3.8.2. networks, partners Presentations to interested groups were a key area of activity and were undertaken by the project team . The project leader and staff of the Green Capital team delivered numerous speeches to associations, institutions, companies and other organisations . Presentations to existing networks, such as the Eco-Partnership, the Hamburg Renewable Energy Cluster and the Chamber of Commerce Communication Working Group were particularly successful . The committees and working parties established on the occasion of Hamburg’s year as European Green Capital, such as the Scientific Advisory Council of the Green Capital and working parties of environmental and business associations helped to raise the prominence of the Green Capital . Public enterprises and marketing companies in which the city has a stake were particularly active and included the Green Capital in their corporate communications and organised numerous activities for the Green Capital . HamburgAmbassadors were important representatives of the Green Capital, thanks to their international contacts . One of their great successes was securing

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world-famous ethologist and conservationist Jane Goodall as an international ambassador of the Green Capital .

3.8.3. delegations, groups of visitors and international journalists To mark Hamburg’s year as European Green Capital, numerous international delegations, groups of visitors and international (groups of) journalists were welcomed to Hamburg . The groups and delegations visited the Info Pavilion, took their specially reserved places on the central environmental tour and became acquainted with Hamburg as Green Capital through numerous lectures . The guests rated HafenCity, the energy turnaround, mobility, urban development including IBA/igs and projects such as the A7 hood particularly favourably . In addition, the groups often took the opportunity to visit some of the tourist attractions Hamburg has to offer . In all, approximately 80 groups with a connection to environmental protection visited Hamburg . The majority of the groups came from China and the USA, but there was also representation from Japan, Korea, Taiwan and Vietnam . Three groups from Latin America also visited

the Green Capital. Amongst the many groups from Scandinavia, West, South and Central Europe were many representatives from other cities that are applying to become the Green Capital, seeking to learn from Hamburg’s experience. There were also numerous discussions with ambassadors, consulates general and other diplomatic staff.

3.8.4. Schools Schoolchildren (one of the target groups) found the Pixi Knowledge book and the informative poster on the Green Capital particularly appealing. Both products were developed in cooperation with Carlsen-Verlag publishing house. In addition, special environmental rallies, environmental tours and guided tours through the Train of Ideas were offered to higher grade classes. Biology and geography teachers at Hamburg’s schools were contacted directly as part of the planning for these tours. Pupils from Hamburg were also invited to take part in the Environmental Youth Summit and other events organised by the Green Capital. As one of the special campaigns during Hamburg’s year as European Green Capital, the inter-administrative project, Climate Protection at Schools, organised five School Climate Academies that involved tree-planting campaigns in cooperation with the Plant-for-the-planet organisation and various green partners in Hamburg. In addition, the “Eco-schools programme” developed some exemplary presentations of successful environmental and climate protection projects. These were published in English for international groups of visitors and interested specialists.

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Communication | Campaigns run by public enterprises

3.8.5. Final theses at higher education institutions The Green Capital Hamburg also aroused interest as a research topic . Altogether 16 Diplom, Magister, Bachelor and Master’s theses and two PhD theses are being written under the supervision of the project team . The environmental tours, the Train of Ideas and the Green Capital’s communications campaign are all dissertation topics . Other studies tackle specific issues related to the programme of events or investigate defined topics such as climate protection/renewable energies or mobility in the Green Capital .

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The PhD theses explore the impacts of prices as financial incentives or environmental policy instruments of the EU on encouraging sustainable urban development and environmental protection, taking the example of Green Capitals . In addition, two comprehensive university project studies were conducted on the Green Capital at Hamburg University of Applied Sciences . In the first study, some 1,100 students from nine European countries were questioned as “The Next Generation” as part of the international study entitled “Green Capital of Tomorrow – the next generation’s perspective” concerning the prospect for sustainability, the environment and climate protection in their cities . The aim of the second study is to explore sponsorship in public administration and takes the example of the Green Capital .

4. Campaigns run by public enterprises in in-house media. To mark Hamburg’s year as European Green Capital, HOCHBAHN, for example, introduced a “green page” in each issue of its customer magazine in which monthly reports on green and climate issues were published. In addition, public enterprises complemented the Green Capital programme by organising themed events and conferences. Examples include the GreenPort Congress on the environmentally friendly development of ports hosted by the Hamburg Port Authority and the “Hamburg T.R.E.N.D” waste congress hosted by Stadtreinigung Hamburg.

HVV’s environmental pillar on the Rathausmarkt Public enterprises also contributed to the Green Capital’s programme, offering their own environmental projects. Municipal project company ReGe Hamburg was commissioned by BSU to plan and erect the Info Pavilion. In addition, a number of decentralised information points in the Green Capital were operated by public enterprises such as Internationale Bauaustellung GmbH (IBA), Hafen-City GmbH and HAMBURG WASSER. Most of the environmental tours were delivered by public enterprises, which were material in shaping this aspect of the Green Capital’s programme. Examples of this are the guided tour of Hamburg’s airport by Hamburg Airport and the sustainability tour of the port provided by Hamburger Hafen und Logistik AG (HHLA).

A number of public enterprises were also active in placing in-house environmental protection and sustainability projects in the context of the Green Capital, enabling them to promote these activities during 2011. The “Green Hospital” project initiated by University Medical Center Hamburg-Eppendorf (UKE) at the end of 2010 is a prime example. The aim of the project is to make the University Medical Center more sustainable and to achieve a 20 per cent reduction in carbon emissions by 2020. A comprehensive action plan was devised to achieve this goal. A significant aspect of this action plan is to move towards the introduction of “green” key performance indicators in reporting, the introduction of a sustainable catering concept and the promotion of cycling in the hospital grounds.

In terms of public relations, many of the public enterprises referred to the campaigns run by the Green Capital or promoted their own activities within the Green Capital, such as HVV’s green pillar HVV and the Green Capital S-Bahn suburban train (see 3.5.). In addition to special publications and press conferences, these activities also included corresponding articles on the internet or reports Hamburg’s S-Bahn in Green Capital look

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Campaigns run by Hamburg’s higher education and scientific institutions | Collaboration at a national and international level

5. CaMPaiGns run BY HaMBurG’s HiGHer eduCaTiOn and sCienTiFiC insTiTuTiOns Hamburg’s higher education and scientific institutions also helped to shape the city’s year as European Green Capital with their own activities, examples of which have been described above . Under the umbrella of the leading project “Hamburg Metropolitan Region – Internationally Renowned Centre for Climate Research,” KlimaCampus Hamburg and the joint research project KLIMZUG NORD played a major role in designing modules for the Info Pavilion and the Train of Ideas by contributing outstanding projects . For instance, the Info Pavilion was opened with a KlimaCampus exhibition about urban climate . Thanks to its presence in the Train of Ideas, the achievements and endeavours of local scientific institutions in the field of climate research were made known to a wide, international audience . Scientific institutions also contributed to other activities, such as by organising special events and offering environmental tours . In addition, scientific institutions supported communication, particularly amongst the student target group, by announcing events or publicising campaigns organised by the Green Capital .

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6. Collaboration at a national and international level The Green Capital Hamburg successfully achieved the target of further promoting international contacts and international exchange on urban, environmental and climate protection issues. Stronger partnerships developed from working closely together on certain topics. Such partnerships may be significant in the pursuit of shared interests vis-à-vis national or European institutions and in EU projects.

6.1. Collaboration with the European Commission Collaboration with the European Commission was undertaken constructively and in a spirit of mutual confidence, both during the preparatory phase and throughout the whole year. Indeed, the European Commission was involved from the planning stage. Although the European Commission provides no direct financial support for the “European Green Capital” title, it did assist Hamburg with its communication activities. In addition, the European Commission organised various joint events such as at the EXPO Shanghai with the City of Stockholm in summer 2010 and the opening of the Train of Ideas in Brussels. Finally, the European Commission hosted the handover of the baton to Hamburg in December 2010 and from Hamburg to Vitoria-Gasteiz in December 2011 in Brussels. To mark Hamburg’s year as European Green Capital, many top-ranking representatives of the European Commission attended Green Capital events. The EU Environment Commissioner opened the Train of Ideas in April 2011, together with the Second Mayor; the Director-General for the Environment attended numerous events such as the Green Week supporting event in Hamburg, the Environmental Youth Summit and, lastly, as a panel member at the closing conference with the ZEIT in December. All in all, this active collaboration led to the European Commission regarding Hamburg as a

Handover of the baton to Vitoria-Gasteiz, European Green Capital 2013 shining example reconciling commercial and environmental protection interests, and an example that could be followed by other cities.

6.2.

Collaboration with other cities

Engagement with other cities on issues such as environmental and climate protection and urban development constituted a key element of the Green Capital’s activities, and was simultaneously mandated by the European Commission. In particular, thanks to collaboration with the cities visited by the Train of Ideas and with other Green Capitals, Hamburg has entered into partnerships that will not only be advantageous for the exchange of expertise, but also for future EU projects. Even at the planning stage, Hamburg and the Green Capital 2010, Stockholm, engaged in a lively exchange of expertise and this developed and intensified. In addition, there were joint trade fair displays and events, and support in collaboration with the European Commission. In 2010, for example, many experts from Hamburg took part in specialist environmental events in Stockholm and made presentations about Hamburg’s environmental activities. Hamburg is also cooperating with Green Capitals 2012 (Vitoria-Gasteiz, Spain) and 2013 (Nantes, France). Both

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Collaboration at a national and international level | sponsorship | Budget

tives (ICLEI) network supported the Green Capital’s Train of Ideas with presentations at the train’s most important stops and by focusing on Hamburg at the European annual conference to mark the train’s stop in Brussels . Hamburg became a member of the Eurocities network and presented its programme at Eurocities workshops as Green Capital . The European network of metropolitan regions METREX held its large annual conference in Hamburg .

6.4. EU Director General for the Environment Karl Falkenberg, Mayor Olaf Scholz and EU Environment Commissioner Janez Potocˇnik cities presented environmental projects in the Train of Ideas . Nantes organised a large opening ceremony for the Train of Ideas in the presence of political representatives from Vitoria-Gasteiz . Many of Hamburg’s green actions, ideas and event formats were met with interest . For example, Vitoria-Gasteiz is adopting Hamburg’s idea of the Eco-Partnership as a new initiative for the city’s environmental programme . Both Vitoria-Gasteiz and Nantes are also planning an Environmental Youth Summit based on Hamburg’s example . In 2010 and 2011, Hamburg welcomed numerous delegations of experts and political representatives from the Green Capitals . On the occasion of the Intelligent Cities Expo trade fair and conference in November 2011, political representatives from all Green Capitals with their respective delegations met in Hamburg . In addition to exchanging information, the representatives became acquainted with major urban projects relating to the environment and the challenges associated with them . Collaboration between the Green Capitals and their joint presence are to be continued beyond Hamburg’s year as European Green Capital, at the request of the Green Capitals and the European Commission . Due to the wide media coverage and because four cities have now received the award, the title of Green Capital is associated at both an international and European level with high standards of urban environmental quality and innovation .

6.3.

City networks

Hamburg also cooperates with European city networks . The International Council for Local Environment Initia-

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Collaboration with the metropolitan region and at a federal level

Hamburg metropolitan region was an integral part of the programme . With information points at such places as the Biosphaerium Elbtalaue (Elbe River Valley Meadows) in Bleckede, Pahlhuus at Lake Schaal and the Offshore Basis Cuxhaven, as well as numerous environmental tours to many of the surrounding rural districts, it became clear that urban environmental protection is unable to exist without a metropolitan region . Many events that explored this topic were also held in Hamburg, such as the METREX conference and workshops organised by HafenCity University Hamburg . Federal Institutions also expressed a great interest in Hamburg as Green Capital . Both the Federal Ministry of Foreign Affairs and the Goethe Institute took the opportunity to present Hamburg to delegations and groups of visitors as a shining example of urban environmental protection . Hamburg was presented as the Green Capital during an event at the federal state offices in Berlin in October 2010 . The event focused on the conflict between economy and ecology and the challenges that this creates for cities trying to shape environmental policy . Amongst those who took part in the event were former Executive Director of the United Nations Environment Programme, Klaus Töpfer, as well as representatives from Copenhagen, Munich and Tallinn, who presented their own ecological concepts .

7. Sponsorship The Green Capital programme was fully financed by funds raised through Parliamentary Paper 19/5797. Support from sponsors helped to reduce costs and enabled additional services to be provided and topics to be covered. According to the Sponsorship Rules of the Free and Hanseatic City of Hamburg, authorities may only accept donations if there is no appearance of them influencing political decision-making. The yardstick is the view of an impartial and neutral individual. In the context of sponsorship in the Green Capital programme, this process was overseen by a committee (Honorary Council) of independent individuals, and their vote was binding for local government. The Honorary Council consisted of one representative each from the private sector (Chamber of Commerce), an environmental association (World Future Council) and an anti-corruption association (Transparency International).

The following sponsors were gained in autumn 2010: Premium partners Siemens Deutsche Bahn

The Green Capital’s sponsorship policy was shaped in compliance with the requirements of the Sponsorship Rules of the Free and Hanseatic City of Hamburg. The policy divided sources of sponsorship into three categories: premium partners (value of the service to be contributed: € 1,000,000), sponsor partners (value over € 100,000, train sponsors over € 250,000) and project sponsors (value over € 10,000). In March 2010, an announcement was made in the Official Gazette publicising the sponsorship opportunities.

The companies were able to provide benefits in kind, media and other services as well as cash funding. The main benefit they received in return was to be granted the right to the use of the name. In other words, the sponsors were granted the right to use the official logo in their corporate communications. References by the Green Capital about the sponsors’ commitments were limited to the placement of the logo on the Green Capital’s publications, unless otherwise stipulated by agreement.

Sponsor partners: Panasonic (also train sponsor) Otto Group ECE Unilever Globetrotter Budnikowski Project sponsors: Colexon Kampmann INOUTIC

8. Budget Non-monetary resources amounting to € 8,650,000 were raised in Parliamentary Paper 19/5797. In addition to the non-monetary resources and media services provided by the sponsors, cash funds amounting to € 1,130,000 (before tax) were also raised through sponsorship. The final accounts have not yet been drawn

up because a number of invoices remain outstanding. However, it is already evident that the European Green Capital Hamburg 2011 project was delivered in budget, indeed the final analysis is likely to show that it was under budget.

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environmental policy initiatives and tangible successes during Hamburg’s year as european Green Capital

9. enVirOnMenTal POliCY iniTiaTiVes and TanGiBle suCCesses durinG HaMBurG’s Year as eurOPean Green CaPiTal The aim of the Green Capital programme was to raise awareness of the topic of environmental protection in the city and for Hamburg to be recognised nationally and internationally as a “green metropolis .” Another focus was to further improve the environmental situation . Therefore, the Senate not only realised and further developed various projects in the year 2011, but also introduced initiatives and measures that constitute a sustainable and substantial improvement in environmental and climate protection for Hamburg falling within the definition and expectations of being the Green Capital . Although the title was awarded in recognition of Hamburg’s achievements in the field of environmental protection over the last 20 years, the city is also keen to retain its prominence as a green city over the next 20 years .

9.1.

Hamburg manages the energy turnaround

During Hamburg’s year as European Green Capital, the city showed how the energy turnaround can be achieved . Following the partial repurchase of energy grids and networks, the expansion of storage capacities, decentralised energy supply and technical innovations, Hamburg will become a pioneer in Europe in implementing the energy turnaround . Because of these initiatives, the Hanseatic City will become the city with the greatest energy storage capacities . Thus, in cooperation with the utility companies, Hamburg is able to guarantee energy supply that is both safe and environmentally friendly .

Outstanding activities included the bus acceleration and electric mobility initiatives, the extension of nature reserves and the “My Tree – My City” campaign in which the city, with the help of donations made by citizens, was able to plant more than 2,600 roadside trees . However, the decision which holds the greatest legacy is the agreement with the utility companies, which makes Hamburg a model region for energy storage, ensuring a substantial reduction of carbon emissions, particularly in the heat sector . The following projects deserve a special mention owing to their strong impact:

9.2.

alliance for living in Hamburg

Through the “Alliance for Living in Hamburg,” housing associations espouse the Senate’s climate change mitigation targets . The city ensures the reliable and ongoing programme of modernising and converting existing apartments into extremely energy-efficient homes . Thanks to the agreement with the housing industry, ambitious energy efficiency targets can be realised . The measures are also being implemented in a socially acceptable manner in cooperation with tenant associations .

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9.5.

Tree-planting campaign

Hamburg has become visibly greener, thanks to the “My Tree – My City” tree-planting campaign. The city planted most of the trees it was able to fund from the Climate Action Plan in 2011 in districts where less funds had been raised. The campaign will lead to an additional 75 tonne reduction in carbon emissions each year (see 4.1).

9.3.

Strengthening Hamburg as a base for environmental technology

During Hamburg’s year as Green Capital, wind turbine manufacturer Nordex and the global wind power division of Siemens settled in the city, enabling it to position itself excellently with these future technologies. The Association for the Promotion of the Hamburg Renewable Energy Cluster now acts as a link between 163 companies, successfully boosting Hamburg as a leading location in the industry.

9.4. Expanding nature reserves In 2011, “Die Reit” nature reserve in Vier- und Marschlande was expanded from 49 to 92 hectares and “Rodenbeker Quellental” nature reserve in the upper Alster Valley was increased from 47 to 84 hectares. One particular ­success for nature conservation in Hamburg in summer was ­UNESCO nominating Hamburg Wadden Sea National Park as a World Heritage Site.

9.6. Improving local public transport Hamburg Transport Association HVV increased the number of passengers transported in 2011 by 2.2 per cent, with passenger levels reaching 691 million. The U-Bahn underground line in HafenCity is going to be extended up to Elbe Bridge. Furthermore, the Senate has decided to allocate € 259 million to a bus modernisation programme, which will make the Hamburg bus system the most modern in Europe. The programme comprises a whole range of measures including the installation of bus lanes, priority for buses at traffic lights and the conversion of several junctions. Diesel hybrid technology and fuel cell hybrid technology are already being tested under everyday operating conditions. The use of these technologies will cut energy consumption and reduce pollutant emissions.

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environmental policy initiatives and tangible successes during Hamburg’s year as european Green Capital

9.7.

emissions-based port fees

Hamburg Port Authority introduced a discount for environmentally friendly ships from 1 July 2011 . The aim is to further reduce the emissions of harmful substances caused by shipping traffic . In other words, ships are rewarded for meeting high environmental standards . The basis of assessment is the Environmental Ship Index (ESI) which can be applied in order to record and assess ships according to green criteria in the future . The ESI takes into account emissions of carbon dioxide, nitrogen oxides and sulphur oxides . This way, Hamburg can help make maritime shipping and port operations greener . Together with 13 other major ports, Hamburg is setting the trend for increasingly environmentally friendly ships . The ever-growing number of ships and shipping companies adopting this approach do not only enhance their image in the competitive freight market – they are also offered an incentive based on the staggered reduction of port fees .

9.8.

Georgswerder energy Hill

With its 3 .4 megawatt plant in Georgswerder, Hamburg Energie has put into operation the city’s largest wind turbine . The plant generates 7 .9 million kilowatts annually, which can supply 3,000 households . A total of 5,000 tonnes of carbon dioxide are saved each year .

9.9.

eco-Partnership with the private sector / Companies for resource Protection

The “Eco-Partnership” between the Senate and the private sector has gained 180 new members since the “Eco-Partnership: Project 2011” was launched in June 2010 . By the end of Hamburg’s year as European Green Capital, 820 companies were therefore voluntarily organising their processes in an environmentally friendly, resource-efficient manner . In the context of collaboration within the Companies for Resource Protection programme, Hamburg-based companies have so far invested a total of some € 274 million in these measures . In the process, approximately 219,000 tonnes of carbon emissions and 26,400 tonnes of waste have been avoided, and 757,900 cubic metres of drinking/groundwater have been saved . The figures for 2011 have not yet been published .

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9.10. Recycling campaign Despite a generally good performance in waste management, Hamburg lagged behind all other large cities in Germany in terms of waste separation by private households. For this reason, the State Ministry of Urban Development and Environment teamed up with Stadtreinigung Hamburg in 2009 to launch a recycling campaign in order to improve the separate collection of reusable material, and the consequent improvements this would bring to the environment. If the recycling campaign’s targets are achieved by the end of 2012, the carbon footprint will have been reduced by 100,000 tonnes. Fittingly, Hamburg’s year as European Green Capital saw a strengthening of efficiency in this activity. The impact was striking: the number of bio-waste containers has increased by some 76 per cent since the start of 2011. The number of blue waste paper containers has also increased by 15 per cent. The quantity of reusable material placed in the green, blue and yellow recycling bins is also growing: for instance, a total of approximately 94,000 tonnes of paper were collected in 2011, a 6 per cent increase over the previous year. The development of separately collected bio-waste is even

In order to further increase the number of households covered in the separate collection of reusable material scheme, a Round Table with the housing industry was initiated at the end of 2011.

9.11. Bützberg biogas plant The Bützberg biogas plant, owned by Stadtreinigung (SRH), was put into operation in 2011. The new dry fermentation plant of Stadtreinigung Hamburg produces up to 600 cubic metres of biogas per hour, which is then converted from biomethane into natural gas quality and is fed into the gas supply network. Bio-waste from the kitchen and the garden is thereby used as a regenerative source of energy. Biogas is a regenerative energy that, unlike wind and solar energy, is available whatever the weather, season or time of day, and it is also easy to store. As such, the new biogas plant also makes a major contribution in delivering Hamburg’s eco-friendly energy supply. Some 7,800 tonnes of carbon dioxide can be saved annually thanks to the production of the new SRH biogas plant.

9.12. The Dradenau energy self-sufficient sewage treatment plant more pleasing. The monthly quantities of bio-waste have been growing continuously since the start of 2011. In all, the quantity of bio-waste during Hamburg’s year as European Green Capital increased by approximately 50 per cent to 43,200 tonnes. Some 1,900 tonnes of reusable material were also salvaged via Hamburg’s yellow recycling bins, introduced in May 2011 (joint collection of lightweight packaging with other metal and plastic waste in yellow bins or yellow bags). This joint disposal of scrap metal (pans, screws, and so on) and plastics together with lightweight packaging, almost unique in Germany, is particularly popular with households.

The combined wastewater treatment plant has been operating energy-autonomously since 2011, and is set to become an “energy supplier” in the years to come. Power consumption by the wastewater treatment plant was reduced by 50 per cent after technical measures, including modernising the ventilation system, were taken. By converting the fermentation gas into natural gas quality, biomethane can be fed into the natural gas grid. This leads to the production of 6.3 million kWh/a electricity and 9.1 million kWh/a heat by the co-generation plant. This has been compounded by the commissioning of two wind turbines on the power plant site, which produce an additional 12.4 million kWh/a.

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environmental policy initiatives and tangible successes during Hamburg’s year as european Green Capital | assessment

9.13. More green electricity and the solar atlas At the end of 2011, 45,000 households were supplied with green electricity from municipal provider Hamburg Energie; the figure was just 20,000 at the end of 2010 . This positive trend is continuing, and has been reinvigorated by the consequences of the disaster that struck Fukushima nuclear power station .

near-normal water budget . In addition, inter-administrative cross-state measures were taken to reduce pollution levels in the river Elbe and, in particular, in Elbe sediments within the Remediation of contaminated Elbe Sediments (ELSA) project .

9.15. Mobility

The realisation of an online solar atlas enables citizens and investors alike to assess whether and where it is worth investing in solar panels on Hamburg’s roofs .

In 2010, the total number of users of StadtRÄDER’s bike rental system had reached 77,200 . This figure was virtually doubled in 2011 to 131,000 . StadtRAD gained more than 9,400 new customers during the two-week “Switching over without the pain of separation” campaign alone . DB Rent has been commissioned by the Free and Hanseatic City of Hamburg to operate the rental system . Since the launch of a new project in November 2010, 640 of Hamburg’s 3,500 taxis are now eco-taxis . 260 of these vehicles run on alternative drive systems (gas, gas/petrol and hybrid drive) whilst 380 run on a low-emission conventional drive system . Eco-taxis emit fewer pollutants . On average, some 3 .6 tonnes of carbon dioxide are saved annually in this way . Hamburg is one of eight model regions for electric mobility in Germany . There are currently 353 vehicles and 200 charge points in the city .

9.14. improving water protection There were also advances in water protection during Hamburg’s year as European Green Capital . The joint project between the State Ministry of Urban Development and the Environment and HAMBURG WASSER RISA (Rain InfraStructure Adaption) led to the creation of future-proof and sustainable stormwater management with the aim of ensuring reliable drainage, improving water protection and inland flood protection whilst simultaneously maintaining a

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10. Assessment

An assessment of Hamburg’s year as European Green Capital can conclude that it was consistently positive. The self-defined goals of the programme, namely to raise awareness of environmental protection in the city, to establish Hamburg as a green metropolis and to specifically advance environmental protection, were achieved. The planned programme was carried out in its entirety and within the budget which, considering the technical and logistical challenges of a project such as the Train of Ideas, is no mean feat.

10.1. The positioning of Hamburg During Hamburg’s year as European Green Capital, the city managed to position itself internationally as a green metropolis. This was not only evident in the extensive coverage of Hamburg in the international media, virtually all of which was positive. When urban environmental protection was discussed on the international stage, Hamburg, in its role as European Green Capital was much in demand. Many international delegations visited Hamburg in order to find out about the environmental protection activities being undertaken by the city. These visitors included numerous representatives of other cities that are hoping to win the title, and who were seeking to learn from Hamburg. Ultimately, this coverage enhances Hamburg’s image abroad as an attractive tourist destination. The city gained recognition from the European Commission for the extensive programme it implemented. The EU Environment Commissioner called the city a shining example for future Green Capitals. The title of Green Capital has since become recognised at European and international levels as a seal of q ­ uality synonymous with high standards of environmental awareness and a good quality of life in the cities that hold the title, and this has been reflected in the media. The examples of Stockholm and Hamburg show that, even after their time as Green Capital, there is continued interest from the international media and delegations,

and enquiries are made about topics related to the Green Capital based on these cities’ experiences and associated reports.

10.2. Costs and benefits Any economic efficiency analysis of Hamburg as European Green Capital should include a measurement of qualitative rather than financial aspects. Nevertheless, a number of macroeconomic aspects deserve a mention. The overall cost of just under € 11 million can be regarded as relatively modest for a programme spanning a whole year that consisted not only of events, but also infrastructure projects such as the Info Pavilion and the Train of Ideas. By way of comparison, the costs incurred for the European Capital of Culture 2010 in Essen (“Ruhr 2010”) amounted to € 66 million. The self-defined goals of the programme to raise awareness of environmental and climate protection in the city, to establish Hamburg as a green metropolis and to specifically advance environmental protection were achieved. The international positioning of Hamburg as a green metropolis with innovative environmental technologies will have great impact, particularly in the long term. Hamburg has long been perceived as a city with a good quality of life and high environmental standards. This perception has been reinforced by the title of European Green Capital and its associated activities. This flanks Hamburg’s attractiveness globally when competing to attract investment from business, such as in the sunrise industry of renewable energies, and for highly qualified labour. Hamburg’s considerable media coverage generated by its position as Green Capital should also be included in any economic efficiency analysis.

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assessment | appendix

10.3. raising awareness of environmental protection

10.4.

As the analysis of media coverage shows, media interest in environmental protection was enormous during Hamburg’s year as European Green Capital . There is usually only such incessant reporting on environmental protection following the occurrence of an environmental disaster . The topic of environmental protection was debated enthusiastically within the city . This is reflected by the very well-attended European Green Capital Dialogues and the many debates conducted in Hamburg’s media .

During Hamburg’s year as European Green Capital, several landmark decisions were taken that are central to Hamburg’s future . Such key decisions include an agreement being reached with the utility companies, a central element of the energy turnaround in Hamburg; the Alliance for Living in Hamburg that features a climate protection element; transport policy measures such as the resolutions to extend the underground line U4, to construct the suburban line S4 to Bad Oldesloe, to develop the most modern bus system in Europe and individual measures to promote electric mobility and cycling . In addition, the Dradenau energy self-sufficient wastewater treatment plant, the Bützberg biogas plant and Georgswerder Energy Hill also set positive markers for innovative urban environmental protection during Hamburg’s year as European Green Capital . Last but not least, the Green Capital campaign “My Tree – My City . I’ll join in” has made the city that bit greener .

In so doing, the Green Capital offered a platform for discussion ranging across widely diverging viewpoints . For instance, some environmental associations criticised the Senate’s environmental actions and policy, with reference to the Green Capital . All in all, the intense environmental policy discourse during Hamburg’s year as European Green Capital made an important contribution to advancing the city’s environmental agenda .

setting the course for environmental protection development

10.5. Conclusion During Hamburg’s year as European Green City, it was demonstrated that specific measures and clear messages are crucial in achieving a sustained and successful environmental policy . Whilst the title was awarded for Hamburg’s achievements over the past decades, the year as Green Capital will consolidate Hamburg’s leading role in environmental matters and ongoing innovation . Consequently, the outcomes and findings from Hamburg’s year as European Green Capital will be taken up and incorporated into future key environmental policies .

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11. APPENDiX: Flagship Projects of the European Green Capital 2011 The Biotope network – habitat networks for flora and fauna The establishment of the biotope network is an important, forward-thinking environmental policy measure for Hamburg. The biotope network overcomes the fragmentation and diminution of natural habitats by expanding and connecting isolated core areas. The biotope network is a key resource in adapting the resilience of species to climate change: climate change causes a shift in the distribution of plants and animals, meaning that they need to continue to be able to shift populations to new habitats. In order to determine whether an area is suitable for the biotope network, the conservation value of biotopes and the occurrence of target species are taken into account as well as the area’s location. Characteristic biotope types were selected from those contained in the State Ministry of Urban Development and the Environment’s biotope register, and were assigned to the biotope network as core areas. In addition, target species were chosen on the basis of expert evaluations of individual animal and plant species, and were used to help identify other suitable core areas. Connecting areas were identified by applying HABITAT-NET. Other areas were selected for the biotope network based on the computed habitat network models. During Hamburg’s year as European Green Capital, the suite of sites for Hamburg’s biotope network was systematically and comprehensively processed, and the process is now more or less complete. Additionally, the barrier effects caused by roads and railways were i­dentified, enabling an action plan to be drawn up. ­Applying this information, it will now be possible to identify sections suitable for relinking networks.

In the first half of 2012, the area- and action-related data is being assembled into a technical summary of the biotope network, and this will be included in the landscape programme of the Free and Hanseatic City of Hamburg.

Renewable Energies Cluster In Hamburg, the renewable energy industry is developing at twice the pace of the national average. There are currently almost 1,500 businesses, primarily from the wind, solar and biomass sectors, in the Hamburg metropolitan region. Together, these companies employ around 24,700 people in the renewable energy sector. They experienced a growth in sales of over 50 per cent between 2008 and 2011. At the start of Hamburg’s year as European Green Capital in January 2011, the city established the Hamburg Renewable Energy Cluster in its present form. The Association for the Promotion of the Hamburg Renewable Energy Cluster now acts as a link between more than 160 companies (as of April 2012).

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The main aim of the Cluster is to enable small and large Hamburg-based companies to engage in networking and to exchange ideas amongst themselves and with higher education institutions, institutes and non-governmental organisations . Establishing strong networks and hosting workshops, conferences and other events are not only beneficial for environmental protection, they also act as drivers for new projects, strengthening local industry and research undertakings . For example, working groups have been formed within the Cluster to deal with issues such as human resources and qualifications, financing and law, research and development, and media/PR activities . The Hamburg Renewable Energy Cluster liaises both within the Cluster and outside it, acting as a link between key sectors and stakeholders . During Hamburg’s year as European Green Capital, for example, the Cluster established connections with other regional clusters, such as Windcomm Schleswig-Holstein and Windenergie-Agentur Bremen (WAB) . In addition, highly-specialised experts offer services for all kinds of tasks associated with renewable energies within the Cluster, including financing, certification, contract law, quality management and logistics .

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Georgswerder energy Hill Georgswerder Energy Hill, a project realised by the International Building Exhibition (IBA Hamburg), is indicative of how a highly problematical contaminated site can be transformed into a flagship for renewable energies . The Energy Hill, combining various sustainable technologies, is currently being created at a site once used for depositing waste and debris . The hill, approximately 40 metres high, has a chequered history . After WWII, building rubble and household waste were piled up on the flat meadows northeast of Wilhelmsburg . Later, it was also used as a tip for toxic industrial waste such as coatings and paint . The landfill site officially ceased to be operational in 1979 . In 1983, however, it was discovered that dioxin was escaping from the foot of the artificial hill and was being discharged into the groundwater . This was resolved by covering the landfill site using a complicated process, and the landfill leachate was collected and purified . The first wind turbines were erected on the top of the hill from as early as the 1990s . Since early December 2011, a new, larger wind turbine has stood there, replacing three of the four old turbines (repowering) . The southern slope offers space for a photovoltaic solar system of up to 10,000 m2 in size . The first construction phase with around 500 kWp (kilowatt peak) performance was erected in 2009 by HAMBURG ENERGIE; the second followed in December 2011 . This “green” electricity can supply some 4,000 households .

There are a number of other environmentally friendly initiatives. Grass cuttings from the landfill site can be used to generate biogas. In addition, energy is also obtained from the hill’s core, thereby harnessing the continuous decomposition processes in the hill that generate landfill gas containing large amounts of methane. This gas has been systematically collected for many years and supplies a neighbouring copper works. Seepage water from the landfill and groundwater are collected and purified using a controlled process, before their disposal. A heat pump enables the groundwater’s energy content to be used to generate space heating for the new service and information building. From 2013, IBA Hamburg will finally give visitors the opportunity to find out more about the Energy Hill. The exhibition at the on-site information centre will cover the site’s history as well as its new role, producing and consuming renewable energies. Furthermore, a horizon path encircling the Energy Hill will be made accessible to the public from 2013. The project receives financial support from the European Regional Development Fund (ERDF).

Hamburg Energy Turnaround Hamburg manages the energy turnaround – towards a climate-friendly, sustainable energy system. Underpinned by a cooperative agreement with the power companies Vattenfall Europe AG and E.ON Hanse AG, the Senate has laid the foundations for the energy turnaround in Hamburg. With a package of solutions, the Senate and the power companies have agreed to take on a multitude of projects. This is pioneering work and places Hamburg firmly in the forefront of the energy turnaround in Germany. One of the agreements relates to Hamburg’s 25.1 per cent strategic holding in the grid and network companies for electricity, gas and district heating. At the same time, Hamburg has reached an agreement with the power companies to work together to achieve the energy turnaround. One agreement between the two companies and the City of Hamburg has been to set up a six-year investment programme to realise the energy turnaround, with a maximum budget of € 1.6 billion. Of this amount, around € 550 million will be invested in heat, approximately € 960 million in electricity and around € 120

million will be allocated to the E.ON Hanse Group. From their investments, the power companies plan to achieve a considerable reduction in carbon emissions in Hamburg. For example, the E.ON Hanse Group aims to cut emissions by around 15 per cent by 2015 compared with 2008 levels. With Vattenfall’s distant energy, the aim is to cut emissions by as much as around 27 per cent by 2020. These specific targets are part of the energy policy agreements reached between the Senate and the companies. One of E.ON Hanse AG’s strategies for achieving these ambitious objectives is to construct additional co-generation plants, as well as a power-to-gas research facility in which regeneratively produced electricity is converted into synthetic gas and fed into the natural gas grid. One of Vattenfall Europe AG’s aims is to erect an innovative power station with integrated, highly flexible energy storage devices to replace the previously planned district heating pipeline from Moorburg power station and as a replacement for Wedel combined heat and power plant.

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“Thermal insulation in existing buildings” The Green network incentive programme Hamburg is built on a radial or “axial” model, extending Energy is precious and our natural resources are limited . And yet energy is often still wasted, for example, in heating processes which are responsible for 40 per cent of greenhouse gases emitted in Germany each year .

It is entirely within our powers to improve energy efficiency whilst also conserving resources and reducing carbon emissions . A big step forward would be for building design to be energy aware . To this end, as early as 2007, the City of Hamburg passed climate legislation with the most stringent building insulation requirements in the whole of Germany . As part of the same objective, a programme was established to promote thermal insulation in existing buildings . Within this scheme, energy-efficient redevelopments and energy performance improvements of owner-occupied buildings are funded by the housing loans association, Hamburgische Wohnungsbaukreditanstalt . The funding guidelines were amended during Hamburg’s year as European Green Capital . Prior to this, funding was based on the structural element process, in which the grant is calculated according to the thermal insulation measure carried out per m² of additionally insulated area . With the amendment, there is now an addition, making it possible to receive funding based on results, whereby the funding amount is determined by the reduction in annual heating requirements generated by the improvements . The Hamburg Energy Pass, as an advisory instrument, is an eligibility condition . With an annual level of funding of € 2 .5 million, a reduction in carbon emissions of approximately 5,000 tonnes per year will be achieved .

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out from the central Rathausmarkt . This provides residents with easy access via green routes to urban green spaces and rural areas outside the city where they can relax . A “Green Network” structure additionally creates a series of “green rings” connecting the landscape axes, at various distances from the city centre . These are located in the inner city in the region of the old ramparts (First Green Ring) and at the edge of the densely populated city from Flottbek to Ohlsdorf, Öjendorf to the Elbe Valley, Harburg and Finkenwerder (Second Green Ring) . The “Green Network” covers the whole of Hamburg, forming a link between urban parks, allotments, graveyards, play areas and playing fields, from the outskirts to the city centre and forming narrower green areas and larger spaces in Hamburg’s suburbs where agricultural land or nature reserves are often located . The network’s form consists of the landscape axes, the two Green Rings and the green spaces that lie between them with the “Green Interconnecting Routes .” This open space network system forms part of Hamburg’s Landscape Programme, and is fundamental to Hamburg’s recreational provision .

Public parks, recreation areas and woodland make up 16 .8 per cent of the Hamburg municipal region and they are used every week by 1 million people . 89 per cent of the population live within 300 m of a park . The aim of the “Green Network” project is to preserve and to continue developing Hamburg as a “green metropolis on the waterfront” with trees, parks, gardens, green spaces and open spaces and to emphasise green space as an important factor in protecting the urban

climate and urban ecology, whilst at the same time creating a healthy living environment for its citizens. During Hamburg’s year as European Green Capital, the “Green Network” was extended further and existing gaps were increasingly filled. For example, the Second Green Ring was expanded into a recreational route for cyclists; Paulsenplatz was redesigned; the planned Lohsepark was concretised as part of wider plans for the eastern HafenCity; the Volkspark landscape axis was advanced by design planning for the hood over the A 7 motorway; Wilhelmsburg Island Park with a green link to the west to Reiherstieg port waters was drawn up as part of the 2013 Hamburg International Garden Show project; and Kaltehofe Water Art was opened at the site of the disused waterworks for environmentally-based recreation. The “Green Network” will be continuously maintained and enhanced with municipal green space administration funding in order to ensure quality standards.

A7 motorway cover In a few years’ time, three spacious 3.5 km long green belts will have been created in the area where federal motorway A7 slices through the west of Hamburg, reducing noise levels and delivering a better quality of life for residents. This is even being achieved at a time when the motorway has to be expanded because of increases in the volume of traffic. The European Green Capital 2011 is linking the motorway conversion with creative noise abatement and urban development measures: the A7 cover is being created in Schnel­sen and Stellingen in Eimsbüttel, and in Altona. This cover protects local residents from the growing levels of traffic noise. The scale of the cover makes it the largest noise mitigation project of its kind in the whole of Germany. In addition to reducing traffic noise, the hoods also aim to provide their surrounding neighbourhoods with a “green makeover”, offering Hamburg residents somewhere for leisure and recreational activities. The plan is that these areas will include parks and allotments, footpaths and cycle paths, play areas and recreation grounds. A spacious park with an extensive meadow will be created in Schnelsen; in Stellingen, allotments, a meadow park and a near-natural arboretum will be developed. In Altona, a green belt will be constructed from Volkspark to the Elbe, with parks and allotments,

cycle paths and footpaths. In addition, a new city quarter with around 1,700 apartments will be created between Trabrennbahn and Schnackenburgallee. The majority of allotments previously located there will move to the new hood.

Construction of the cover will be staggered: subject to planning permission, construction work in Eimsbüttel is set to commence in 2014. Building work for Altona is envisaged to start in 2017 at the earliest. Each cover will take around four years to complete.

Hamburg Energie GmbH (HE) The municipal company, established in 2009, makes it easier for Hamburg’s residents to obtain energy from regenerative sources. Electricity offered by Hamburg Energie (HE) is sourced exclusively from renewable sources such as hydro-, wind and solar power, as well as from energy-efficient combined heat and power plants. HE invests extensively in local projects. Examples of such investments include wind energy plants on offshore port Dradenau, a bio co-generation plant at Wilhelmsburg and a photovoltaic solar system and wind farm on Georgswerder Energy Hill. The combined output from the 2.5 megawatt wind turbine on offshore port Dradenau and the 3.4 megawatt wind turbine on Georgswerder Energy Hill can supply more than 5,500 households with clean energy. In order to tap further areas for energy generation, the company’s subsidiary, HE Solar, has also installed solar panels on roofs rented out to the company by private citizens. Some 10 megawatts of additional solar power have already been installed in Hamburg and North Germany in this way.

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Since its foundation, Hamburg Energie has installed greater energy production capacities than all the other providers put together . Like IBA, HE is also active in innovative projects . One such project involves the transformation of a WWII bunker into an eco-power plant (Wilhelmsburg Energy Bunker) by installing a photovoltaic solar system on the roof and south façade, setting up a biomass-based co-generation plant on the inside and storing excess heat in a heat accumulator that holds approximately 2,000 m³ . By the end of Hamburg’s year as European Green Capital, Hamburg Energie had a total of over 45,000 private and commercial electricity customers and 7,000 biogas customers . At the end of 2010, the company had just 20,000 and 3,500 customers, respectively .

Hamea – Hamburg energy agency Through the Hamburg Energy Agency (Hamea), the City of Hamburg offers its citizens competent energy and climate protection support and advice . Climate change is one of the greatest challenges faced by humankind in our time . Recognising this, Hamburg has set itself ambitious climate change mitigation targets . However, these targets can only be achieved if climate protection is systematically pursued in all areas of society – in homes, the private sector and in local government . Around one quarter of Hamburg’s total energy consumption and carbon emissions are created by private households . As they represent such a significant proportion of overall consumption, Hamea is helping Hamburg households to save energy and to protect the climate . Hamea spreads the word through campaigns, events, advisory services, an energy and climate hotline and an interactive web platform .

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In addition, Hamea coordinates the national energy efficiency check project in Hamburg, which is delivered by the Hamburg branch of the German Caritas Association . Here, staff who were previously long-term unemployed have been trained as energy saving experts . Their role is to visit low-income households and to help them identify power-hungry devices . Through Hamburg’s Refrigerator Exchange Programme, Hamea supports the exchange of old, inefficient appliances . During Hamburg’s year as European Green Capital, the 1,000th energy efficiency check in Hamburg was carried out and the 100th fridge was exchanged . In 2011, Hamea focused on running campaigns and providing information, such as its “Winning with Energy” touring exhibition . At Hamburg’s shopping centres, visitors found out how to save domestic energy in a hands-on, interactive setting . The company also offered consumers a free online energy-saving account to help them analyse their own power consumption . Based on the idea of a triathlon, Hamburg residents were invited to win points across three disciplines at the “klimathlon” by saving energy, exchanging energy guzzling devices for efficient ones and switching to green electricity . Participants who could prove they had adopted the most energy-saving activities were awarded valuable prizes, such as a Hamburg Transport Association all-year travel pass, a Bahncard 50 or a team excursion to Neuwerk .

integrated management plan for the elbe estuary The upper and lower reaches of the river Elbe, also known as the Elbe estuary, are home to numerous plants and animals, some of which are unique to this area . For this reason, the Elbe estuary was designated an area of outstanding ecological significance under NATURA 2000, a European network of nature protection areas . Meanwhile, the Elbe estuary continues to be used for shipping and industry, for fishing and agriculture and for recreation and watersports . The aim of the integrated management plan for the Elbe estuary (IMP) is to protect this unique natural area, whilst simultaneously identifying solutions that take public concerns into consideration .

existence of the plan, the five Elbe partners are able to manage the Elbe estuary collectively and can plan for the future . By drawing up the IMP, the partners acted on the recommendation by the European Commission to produce a management plan . The IMP includes a total of 88 measures for Hamburg, many of these are already being implemented . During Hamburg’s year as European Green Capital, the IMP was also part of the Yamuna .Elbe project . In this public art project, which ran from early September to early November 2011 and was situated on a dock space at the Traditional Ship Harbour, artists, environmental activists, natural scientists and landscape planners from Delhi and Hamburg worked together combining all kinds of art forms and various events to identify new use concepts for the rivers Yamuna and Elbe .

Work on the IBP was completed in December 2011 . The completion of the cross-state plan has been a huge success and a milestone for the cross-state, interdepartmental management of the Elbe estuary . Thanks to the

© Michael Zapf

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The Climate action Plan, the Climate action Master Plan and energy / euCO2 The Climate Action Plan passed by the Senate aims to tangibly reduce Hamburg’s carbon footprint and, at the same time, to make climate protection an integral part of its future, through growth and value-added processes . Senate policy is therefore aspiring to bring Hamburg to the forefront of achieving ambitious climate change mitigation targets without compromising the city’s dynamic economic development . In January 2011, Hamburg’s Senate updated its Climate Action Plan once again . Carbon dioxide emissions are now to be reduced by 40 and 80 per cent by 2020 and 2050, respectively . The updated Climate Action Plan focuses on climate protection brought about by the energy-efficient redevelopment of existing buildings, climate-friendly mobility measures and the enhancement of incentive programmes to encourage climate protection in practice . The package of measures on climate change now embraces over 450 activities from virtually all policy areas . The Coordination Centre for Climate Issues has overall responsibility for coordination between the departments . It handled the funds approved for 2011, amounting to € 23 .49 million in the 2011 budget year; all of these funds were in fact deployed . In addition, a further € 8 .9 million were deployed from the € 9 .97 million carried over from the 2010 budget year, bringing the total to approximately € 32 .4 million . Furthermore, the State Ministry of Urban Development and the Environment (BSU) is working on a Climate Action Master Plan for Hamburg . In connection with this, the contractor drew up a “Baseline Report on Hamburg’s Climate Action Master Plan” back in 2009/2010, describing actions Hamburg could take to achieve the objective of reducing carbon emissions by 40 per cent by 2020 compared to 1990 levels . The Climate Action Master Plan is currently being further elaborated by BSU . Because of new findings, and since the framework energy policy conditions have changed since the Baseline Report was drawn up, further investigations need to be undertaken . In addition, areas of energy consumption not considered in the Baseline Report also have to be included in the drawing up of the

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Master Plan . A further aim is to project a more definite forecast of Hamburg’s economy in 2050 in order to distinguish the necessary steps and intermediate steps that need to be implemented by 2020 . An expert opinion is being drawn up to this effect; initial results were due to be delivered in the second quarter of 2012 . The “EUCO2 80/50” project (which stands for an 80 per cent reduction in carbon emissions by 2050) is an international undertaking . In this project, 14 European metropolitan regions have been developing long-term climate scenarios since 2008; the Metropolitan Region of Hamburg is the Lead Partner . The first task was to produce regional CO2 emissions inventories . Assumptions were then explored and reduction scenarios were developed through regional workshops . These workshops used a computer simulation which asked what reduction in carbon emissions could be achieved, for example, by consistently using district heating based on coalfree electricity? A total of 240 regional decision-makers from the political sector, the private sector, academia and environmental associations took part in over 30 workshops held in Hamburg .

Model climate districts Throughout Hamburg, there are a large number of innovative urban and landscaping planning projects that promote climate protection and adaptation to climate change . Green planning and building methods are being developed in model climate districts and will then be applied to a larger context, enabling good practice to be shared in planning elsewhere . The projects are located across the Hamburg urban area and in adjoining neighbourhoods, embracing a variety of different building densities . The projects involve both existing and new buildings . Above all, the model climate districts are characterised by their innovative character, their adoption of a wide range of measures and effective communications . In addition to the implementation of high energy performance standards for buildings and the use of renewable energies, the main strategies involve sustainable construction methods and decentralised drainage systems, as well as open space and greening concepts to regulate and benefit the local climate . Nineteen model climate districts were provisionally identified and selected by the seven boroughs and

additional experts in cooperation with the State Ministry of Urban Development and the Environment using a set of criteria. These model climate districts represent different locations in the city, such as the inner city, the urban fringe, marshland and geest landscape. As part of the selection process, consideration was also given to the different sizes of the districts; their uses; building densities; previous construction activity and the age of existing buildings.

Noise mitigation in urban development Following the example of other cities in Germany and the EU, Hamburg is currently implementing large-scale “noise action plans”. In 2008, a “Noise Action Plan” with noise maps was drawn up for the whole city. This plan shows noise pollution levels along roads, at the airport and along rail routes, and recommends measures for bringing about a reduction in these levels. This led to a comprehensive urban development concept for a sustainable reduction in noise pollution. During the second stage of the process, which has taken place over the past two years, the focus has been on individual boroughs, where residents have been asked to identify hotspots where noise pollution is a particular problem. Public participation was welcomed. From as early as June 2009, the State Ministry of Urban Development and the Environment established “Noise Forums.” These forums represent a platform for those who are interested in and for those who are affected by noise pollution. Here they can report local problems and present their ideas for mitigating noise.

In addition, Hamburg aims to tackle the existing serious housing shortage through inner development. However, many of the eligible spaces within the city are exposed to high levels of noise pollution. Planes, cars, trains, industry, trade, sports events and recreation are all sources of noise that can have a major negative impact on health. For this reason, “Hamburg Noise Guidelines in Urban Land Use Planning 2010” were developed, and in these, the various types of noise are described. Innovative solutions for resolving noise-related conflicts are proposed in order to ensure long-term, healthy housing conditions even in locations vulnerable to high levels of noise pollution. The main element of “Hamburg Noise Guidelines in Urban Land Use Planning 2010” is the development of the “HafenCity solution”. Instead of providing protection against noise by using soundproof windows that have to be kept closed, this solution seeks to achieve sound protection using special window designs that can deliver low noise levels indoors even when windows are partially open. Once noise maps had been created, a two-phase Strategic Noise Action Plan was drawn up for the whole of Hamburg, after which the individual boroughs of Hamburg were investigated. What is special about this approach is that citizens were also called upon to actively participate in Noise Forums by reporting irritating sources of noise in their environment and putting forward proposals for improvements to eliminate the problem. The second phase of the Noise Action Plan involves finding concrete solutions to noise problems by reviewing findings from previous years and assessing all proposals submitted by citizens for their technical feasibility. Furthermore, a minimum of two traffic routes or areas particularly susceptible to noise pollution are to be selected from each borough, which will be put forward for inclusion in a potential “Noise Abatement Emergency Programme”.

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The outcomes of the specialist evaluation will be incorporated into the “Hamburg Noise Action Plan”, and it is expected that this will be made available to the public in October 2012 .

Model region for electric mobility Electric vehicles can help to reduce carbon dioxide emissions – if they are powered by electricity from renewable sources . In 2010 and 2011, local projects were awarded € 12 million of funding from the Federal Government’s second economic stimulus package (Konjunkturpaket II) to help support the construction of charging infrastructure in public places and to test electric vehicles in a range of everyday uses . In particular, test runs using electrically powered cars and delivery vehicles resulted in important findings, such as regarding the technological maturity of vehicles and charging stations, as well as their interfaces, the need for charging infrastructure and current and future users’ level of acceptance of the vehicles . As a model region for electric mobility, Hamburg has managed to establish a great deal of expertise and Germany’s largest fleet of electric vehicles . Some 350 cars and 5 buses can be found on Hamburg’s roads, representing over a quarter of the electric cars and small delivery vehicles being used in the eight model regions in Germany . Hamburg boasts the largest fleet of municipal electric vehicles, totalling 60 . In addition, the city’s 200 charging stations represent one of the densest networks of charging points . Some 100 partners from the private sector, academia and public institutions have drawn up a comprehensive overall concept for Hamburg with the aim of participating in the German government’s development programme “Schaufenster Elektromobilität” . Despite not being selected, Hamburg will continue down its chosen path . The concepts developed constitute an important basis for the strategy for expanding electric mobility – not only with continued clear key areas in commercial traffic with the site-specific clusters but also in the private sector in combination with housing construction .

The most modern bus transport system in europe Hamburg is set to have the most modern bus transport system in Europe . The Senate has decided to initiate

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a programme to accelerate bus transport at a cost of € 259 million . The programme encompasses a whole range of measures including the installation of bus lanes, priority for buses at traffic lights and the conversion of bus stops and several junctions . Furthermore, from 2020 onwards, only zero-emission buses will be procured for Hamburg . In addition, the latest generation of zero-emission buses is launched in early summer of 2011 by Hamburger Hochbahn . This technology combines fuel cell technology with a special battery storage system . In this process, braking energy is converted into electricity, which is stored in the battery system together with the energy generated by the fuel cell . The fuel cell hybrid bus then uses this stored energy for moving off and accelerating . The fuel used by these “clean buses” is hydrogen . Buses can refuel at two filling stations in Hamburg-Hummelsbüttel and HafenCity . Buses with an energy efficient combination of diesel engine and electric drive were also launched last year . Not only does their modern hybrid technology reduce diesel consumption considerably, it also enables parts of routes to be driven when powered purely by electricity . Using this technology, buses can even be driven noiselessly without emitting exhaust gas .

The Natura 2000 Strategy 16 of Hamburg’s nature conservation sites belong to the European network Natura 2000. This is a protected areas system established under the Habitat Directive. Nature protection areas have been created to protect vulnerable species and habitats.

ted for each habitat type from the Habitats Directive occurring in Hamburg (36 altogether). These profiles contained information about occurrence, status assessment, target values for achieving a favourable conservation status and the nature protection measures required to achieve them. Initial measures developed from these profiles are already in the implementation phase. Furthermore, comprehensive maps are being created that show the detailed distribution of each habitat type both within and outside the protected areas in Hamburg.

Cycling in Hamburg – StadtRAD

The Natura 2000 Strategy aims to improve the conservation status of Natura 2000 species and habitats throughout Hamburg. The Natura 2000 Strategy Document specifies a target that should be achieved or exceeded for each habitat and each species of animal or plant. To this end, localised measures are to be developed that can be used to help achieve these targets, and hence a favourable conservation status.

People who do not possess a bike can easily borrow one in Hamburg – from StadtRAD, the bike hire service. StadtRAD Hamburg was established in July 2009, and immediately became Germany’s most successful bike hire system. The system consisted of a network of 67 rental points when it first opened, and had expanded to 106 stations by December 2011. It was calculated that over 2.3 million cycle journeys were made using its service from its launch to the end of 2011. The number of annual rentals substantially overshot the 1 million mark in 2011; over 7,000 rentals were registered on peak days.

Most of the work involved in drawing up a strategy to improve the conservation status of European protected habitats and species in Hamburg had been virtually completed for the habitats by the end of 2011. A profile was genera­

Today, some 1,500 bikes are available for hire from 116 points throughout the metropolitan area. The bikes are rented via a terminal at the rental points. Alternatively, users can reserve them at any of these points through a free mobile phone app. StadtRAD Hamburg currently has over 130,000 registered customers.

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The secrets of the system’s success can largely be accounted for by the bike rental being free for the first half hour; the growing network of highly visible rental points; the ease of handling; and the brand’s distinctive design and name that has a clear reference to Hamburg . Due to the huge response, the network of hire stations will be extended on a smaller scale in 2012 . Ten further locations are currently envisaged .

risa – rain infrastructure adaption Hamburg’s management of water faces great challenges in its ongoing endeavour to protect the city from flooding in times of climate change . It has been forecast that precipitation rates will increase in winter months . In addition, there will be increased occurrences of precipitation in the form of intense rain compounded by storms and thunderstorms . At the same time, the drainage capacity of the city is being diminished as there is a continuing trend to seal areas . Intense rainfall events in particular can lead to an overload of the sewage system and water bodies, which causes flooding . With the aim of developing sustainable ideas and concepts for dealing with rainwater, the Ministry of Urban Development and Environment and HAMBURG WASSER jointly initiated the “Rain InfraStructure Adaption (RISA)” project in 2009 . The aim of this project is to establish future-proof rainwater management strategies in Hamburg . The project’s overriding goals of “near-natural water balance, water pollution control and protection from overflow and flooding” require multi-agency cooperation, and this is reflected in the structure of the RISA project: water managers and urban, landscape and transport planners have teamed up with universities and engineering consultants to devise viable solutions for coping with rainwater in Hamburg in the future . The project outcomes will support the development of a “Structural Rainwater Plan”, a guidance document for local government, experts and property owners for the years ahead . Further information on RISA can be found at http://www .risa-hamburg .de

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Managing contaminated sediments in the elbe catchment area The river Elbe’s exposure to harmful inorganic and organic substances has improved dramatically, particularly during the 1990s . Whilst there have been improvements in recent years, the remaining pollutant load of sediments in the Elbe still poses a considerable challenge . Current pollutant loads of suspended matter and sediments continue to have a serious financial and ecological impact, particularly on the Port of Hamburg . To create the required water depths, large quantities of sediment must be dredged and disposed of regularly . The pollutant load restricts relocation options in the water, resulting in the disposal of some of the sediments on land, which is a very costly process . Holistic sediment management is therefore required in the entire Elbe catchment area . To help achieve this, Hamburg initiated the “Remediation of contaminated Elbe Sediments (ELSA)” project in 2010 . The inter-state, international water management cooperation has the specific aim of reducing harmful substances throughout the catchment area . This is an innovative project that relies on solidarity . What is pioneer-

ing about the project is that equal consideration is given to the relevant contextual, spatial and temporal uses of the entire river, its floodplains and marshland. In order to achieve its aim, the “ELSA” project initiates actions that will reduce sediment contamination in the Elbe. These actions can take the shape of expert advice and, if required, project funding. In the medium to long term, the aim is to achieve a suspended matter and sediment quality that enables sediments to relocate within the river without causing harm, thereby removing the costly necessity of having to dispose of sediments on land.

Leap across the Elbe Between HafenCity and Harburg, between Norderelbe and Süderelbe lies Europe’s largest populated river island containing the Wilhelmsburg and Veddel districts. Despite being just an 8 minute suburban railway journey away from the Central Station, comparatively little attention has been paid to this socially disadvantaged part of Hamburg. And yet the Elbe river islands have much to offer: a side branch of the Elbe, a harbour basin, historic industrial canals and attractive local recreation areas. Furthermore, Hamburg and Harburg’s city centres are just a short distance away. The “Leap Across the Elbe”, which has been at the planning stage since 2003, aims to provide Wilhelmsburg and Veddel with a better quality of life. Meanwhile, the area between the branches of the Elbe and Harburg’s inland port is to be regenerated as a district with potential for sustainable growth that falls within the concept of Hamburg’s overarching approach to inner city development, particularly in terms of housing construction.

In order to support this long-term strategy and to foster its further development, Hamburg has decided to organise an International Construction Exhibition (IBA). Flagship projects of the IBA will, in particular, progress the climate protection cause, for example the Energy Bunker that produces hot water and thermal heat from solar cells and biomass. The results of the IBA process are to be discussed on the international stage in 2013. As part of this movement, synergies from the International Garden Show in Wilhelmsburg, that will also be held in 2013, will be explored and developed. The creation of Wilhelmsburg Island Park, centrepiece of the 2013 International Garden Show, constitutes another major investment in the district’s quality of life.

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eco-Partnership – Cooperation between the private sector and local government Around half of Hamburg’s carbon emissions are produced by trade and industry . Many companies spend up to 5 per cent of their turnover on energy . The Eco-Partnership Hamburg programme provides information about which specific measures lead to reductions in energy consumption . The alliance is a voluntary initiative of the Senate and Hamburg’s business community (Chamber of Commerce, Chamber of Crafts and Trades, the industrial association IHV and the Port of Hamburg Business Association UVHH) . Eco-Partnership Hamburg was launched in 2003 . Serving as a platform for information and networking, the

after 30 June 2010) . A total of 87 Eco-Partners were approved . Companies’ levels of awareness and interest in the Eco-Partnership were considerably raised thanks to Hamburg’s title of “European Green Capital 2011” and the “Eco-Partnership: Project 2011” initiative . The Eco-Partnership has gained 180 new members since the “Eco-Partnership: Project 2011” was launched . By the end of Hamburg’s year as European Green Capital, 824 companies were voluntarily incorporating environmentally friendly, resource-efficient practices into their businesses .

Companies for resource Protection Trade and industry account for over 50 per cent of Hamburg’s energy consumption . Consequently, they emit large quantities of carbon dioxide . It has been calculated that there is scope to reduce this by 20 to 30 per cent . And yet, despite rising energy and commodity prices, many companies are reluctant to invest in resource-saving measures . The “Companies for Resource Protection” initiative supports companies that want to embark on investment projects and helps them to overcome existing obstacles .

partnership also offers free consultations, supporting clients in implementing projects in the fields of environmental management and climate protection . Numerous measures are funded by the Hanseatic city . “Companies for Resource Protection” is the partnership’s largest programme . To mark Hamburg’s year as European Green Capital, the Hanseatic city also launched the “Eco-Partnership: Project 2011” initiative in June 2010 . This project aimed to encourage Eco-Partners to boost their environmental activities, to ensure that these activities are acknowledged and to help Eco-Partners improve their profiles by allowing them to use the Green Capital logo . All Eco-Partners who had voluntarily taken three or more environmental actions were able to participate in the scheme . Two environmental actions were sufficient qualification for new Eco-Partners (companies that had become partners

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Unlike other programmes, the Hamburg model offers a combination of financial, advisory and practical support . After all, it is often not just funding that companies lack, it is often information, qualified personnel and time, too . Furthermore, the State Ministry of Urban Development and the Environment has teamed up with partners from the private sector, craft trades, technology and academia to establish a network of experts from different fields to promote the exchange of knowledge about savings opportunities .

Companies are eligible for funding for the installation of technology that is aimed at easing the burden on resources and the climate, ranging from energy-efficient lighting to cooling devices. The amount of funding available is based on the environmental benefit it produces, such as reduced carbon emissions or a lower consumption of water, energy or raw materials. In the context of collaboration in the “Companies for Resource Protection” programme, Hamburg-based companies have so far invested in measures totalling some € 188 million. Thanks to the companies’ investments in these measures, approximately 163,700 tonnes of carbon emissions and 26,500 tonnes of waste are avoided each year, and 712,300 cubic metres of water are saved annually (as of: March 2012).

Relocation of Wilhelmsburger Reichsstraße The Elbe river islands containing the Wilhelmsburg and Veddel districts lie not only at the geographical heart of Hamburg, but are also one of Hamburg’s emerging gems. Thanks to citizens’ initiatives, IBA, igs 2013 and numerous other projects, the Elbe river islands have started to regain their original charm. As this is unfolding, the relocation of Wilhelmsburger Reichsstraße will also solve one of the area’s traffic problems. Wilhelmsburger Reichsstraße is already a very busy A-road, but by 2025, approximately 67,000 vehicles are expected to use it every day. The percentage of heavy traffic will then be slightly over 10 per cent, just as it is today. An additional factor is that the narrow, undersized, outdated, dilapidated, noisy and unsafe Wilhelmsburger

Reichsstraße (B 4/75) is scarcely able to meet today’s health and safety requirements. Even expensive redevelopment and reconstruction measures would not manage to eliminate all of its deficiencies. Replanning is urgently required. Relocating the road to an existing railway line will achieve a safer and more efficient traffic system, creating maximum safety conditions for all road users. Safe lane widths, modern traffic control, crash barriers and innovative noise abatement measures will transform the relocated road into a converging arterial road for the protection and benefit of all Wilhelmsburg residents. The road will be unique in Germany, due to its future-focused reconciliation of road, rail, environmental and urban development concerns. As a result of the road’s relocation, the area will also be given the unique opportunity to revitalise its segregated centre by giving it a complete revamp, curbing noise and regenerating areas that were once dominated by traffic. Traffic flow into and out of Wilhelmsburg can also be improved. The planning approval procedure for the relocation is due to be completed by 2012, which will allow work to commence on the new route in the same year.

Education for Sustainable Development The initiative “Hamburg is Learning Sustainability” (HLN) presented its “Hamburg Action Plan” to highlight the wide range of activities in Hamburg in the area of environmental education and Education for Sustainable Development (ESD). The examples given range from experiencing nature at day nurseries, learning about climate protection at school and visiting interactive exhibitions at nature protection information centres. To mark Hamburg’s year as European Green Capital, the

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Action Plan was presented in a most appealing design, written in German and English in order to attract also international guests visiting the Green Capital . All 170 or so examples of Hamburg’s sustainable development measures described in the Hamburg Action Plan can be retrieved at any time on the internet or obtained in printed form . One example of an activity that that took place during Hamburg’s year as European Green Capital was the launch of the new climate protection education centre “Gut Karlshöhe” in August 2011 . As a decentralised information point, it offers a wealth of new inspirational, innovative offers, such as an attractive nature and climate protection exhibition called “jahreszeitHAMBURG” and a “glass energy house” .

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The HLN initiative centred its activities around Hamburg’s year as European Green Capital . For example, the HLN annual meeting – the “Round Table Conference” – was held in September 2011 under the slogan “Everyone takes part?! Education and participation during Hamburg’s year as European Green Capital” . Representatives from Barcelona, Marseille, Riga, Tallinn, Warsaw and Zurich took part in this expert meeting, and exchanged the experience they had gained with the “Train of Ideas” and ESD in their respective cities .

Imprint Published by: Freie und Hansestadt Hamburg Behörde für Stadtentwicklung und Umwelt Stadthausbrücke 8 20355 Hamburg www.hamburg.de/bsu Responsible for the content under German press law: Dr. Elisabeth Klocke Responsible for the project: Dr. Britta Kastens (public relations), Klaus de Buhr (project leader) [email protected] www.umwelthauptstadt.hamburg.de Design: Landesbetrieb Geoinformation und Vermessung Mediengestaltung Translation: Teresa Gehrs 1st edition: Juli 2012 Images: All images taken from the brochure of BSU / Hamburg as European Green Capital 2011. Exceptions: Romanus Fuhrmann/HMC (p. 4 top right) | Aerial images Michael Zapf (p. 21, 23, 47, 53, 57) | C. Spahrbier (p. 26, 41 bottom right, 42 left, 44 bottom left, 57 top left) | B. Schluesselburg (p. 40, 41 bottom left) | R. Hegeler (p. 41 top left, 42 right, 44 both images on the right, 55, 57 right) | Renewable Energy Cluster (p. 44 top left) | HAMBURG ENERGIE/Perspektive Media (p. 48) | Aufwind-Luftbilder.de (p. 49) | Bina Engel (p. 50 right, 60 right) | HAMBURG ENERGIE/Ulrich Mertens (p. 52) | shutterstock (p. 64) Distribution disclaimer This document has been published for the purposes of publicity by the Senate of the Free and Hanseatic City of Hamburg. It may not be used by political parties, election campaigners or election helpers during an election campaign for the purposes of election campaigning. This applies to City, Federal and European elections and also to local council elections. It is expressly prohibited to disseminate copies at party election events and information stands, or to insert, print or attach party information or publicity materials to the document. It is also prohibited to pass on this document to third parties for the purpose of election campaigning. Irrespective of the time period before a forthcoming election, the document may not be used in any way which could be interpreted as an expression of support by the City Government for individual political parties. These restrictions are valid irrespective of the date, method and number of documents disseminated to the recipient.

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ABOUT THIS DOCUMENT As holder of the title of European Green Capital 2011, Hamburg set itself the goals of developing sustainable environmental protection locally and also to raise its profile throughout Europe as a green metropolis in the vanguard of enlightened environmental practice. In short, Hamburg achieved these goals. It is also to Hamburg’s credit that expenditure for achieving them was even under budget. Furthermore, the city is now considered to be a showcase for the European Green Capital project. The European Commission also gave a positive assessment of the European Green Capital year and the activities undertaken by Hamburg. Commercial sponsors were similarly impressed.

This document outlines the development of the European Green Capital 2011, and describes the approaches taken to design the programme for the year. The orientation of the programme and the vast array of activities undertaken are illustrated using numerous examples. In addition to describing individual supporting projects, their outcomes and impact are also recorded and, where possible, these are accompanied by statistical information.

Published by: Freie und Hansestadt Hamburg Behörde für Stadtentwicklung und Umwelt Stadthausbrücke 8 20355 Hamburg www.hamburg.de/bsu