Uploaded on 2017-03-05 by Angel Luis Baldo Gomez

CITY: MADRID (SPAIN) CURRENT STATUS STOCKS: a. Density b. Cultural assets c. Finance FLOWS: 1. ENTERING: 1.a. Electricity 1.b. Tourists 1.c. Consumer goods 2. STAYING: 2.a. Workforce 2.b. Money 2.c. Information 3. LEAVING: 3.a. Pollution 3.b. Tourists 3.c. Consumer goods RATIONALE: Madrid is conditioned by several inherent factors: - It is the capital city of the Kingdom of Spain hosting a number of governmental administration (although Spain’s decentralized structure has most administrations distributed across the country). - It epitomizes Spain’s cultural heritage and history, having been seat to the throne for centuries. In its close hinterland two royal and imperial former capital cities are located: Segovia and Toledo. - It has a quite extreme weather compared to Mediterranean Spain, due to its relatively high location (at the Castilian plateau 657 m above sea level) and relative long distance to sea. - It is Spain’s major economic area including its hinterland, and it is host to “the biggest seaport of Spain” though having no sea: logistic center Mercamadrid. one of its two resident football teams Real Madrid is said to be best club on Earth: it was awarded in 2000 as “FIFA Club of the Century”. Tourists are usually well aware of this. FUTURE POSITIVE DELTA: STOCKS: a. Density: during the last years people are re-balancing their preferences from suburban levittown lifestyle to urban gentrificated old town. Although controversial for its many side effects in aboriginal dwellers, the outcome is roughly less daily commuting and rising use of bike. b. Cultural assets: along with the consolidated proposals, over the last decade Madrid has been recovering industrial facilities (such as Matadero, Tabacalera…) for cultural use, targeting less mainstream audiences. c. Finance: after the recession and the financial crisis, spanish banks have strengthen themselves by selling toxic assets (NINJA mortgages) to a government-owned “bad bank”. Madrid’s public bank Bankia (formerly known as “Caja Madrid”) has been rebuilt after near bankruptcy. FLOWS: 1. ENTERING: 1.a. Electricity 1.b. Tourists: both local and provincial authorities have joined efforts to consolidate Madrid and its region as Spain’s main non-sun-and-beach tourist destination. 1.c. Consumer goods 2. STAYING: 2.a. Workforce 2.b. Money 2.c. Information 3. LEAVING: 3.a. Pollution: reduction of pollution is being considered a priority by local government. An extensive network of electric bikes has been deployed in the last two years, although lack of bike lanes are pulling back its success. Policies on speed reduction and alternative license plate number admittance to downtown have proved efficient when dangerous peak pollution levels have arosen. Additionally to this, online rental of electric cars via mobile app like Car2Go (two seats Smart) and Emove (four seats Citroën) is being widely embraced by the madrileños contributing to the reduction of CO2 and NOx levels. 3.b. Tourists 3.c. Consumer goods: a number of local quality certificates such as “M Producto Certificado” have been set in the last few years in order to enhance the trust of the markets.