Kiel Holtenauer Straße: Supporting a vibrant neighborhood

Holtenauer Straße is one of Kiel’s most popular shopping streets and is known as the “secret city center”. Numerous owner-managed stores and restaurants attract footfall and new residents. On behalf of Kiel-Marketing e.V., we developed a profiling concept for the systematic development of the Holtenauer Strasse quarter.

Aims of the project:

• Increase the quality of stay
• Increasing the attractiveness of the neighborhood
• Halting frequency declines
• Sharpening the brand essence
• Making the identity of the neighborhood perceptible and tangible
• Strengthen retail trade

The profile developed is also intended to promote joint action by local tradespeople, associations, institutions and volunteers as well as the establishment of additional businesses.

The profiling concept serves as the basis for the Holtenauer Strasse neighborhood management to position the neighborhood as a lively and attractive place – and to achieve local, regional and national reach.

The profiling process for Holtenauer Strasse consisted of:

1. Inventory analysis
2. Participatory development and involvement
3. Concept and discussion
4. Creation of the concept as a manual and presentation of the results

The profiling concept picks up on the existing brand essence of Holtenauer Strasse as a “promenade”, sharpens the neighborhood identity and names concrete profile-enhancing measures in various fields of action. In addition, the concept key messages and communication guidelines for the neighborhood and its stakeholders.

A neighborhood is made up of people. Regardless of whether they “only” live in the neighborhood, work here or are entrepreneurs. And it is precisely in cooperation with these people that neighborhood development is most effective.

A central part of the profiling process was therefore:

• Individual discussions and workshops with stakeholders (such as tradespeople) and
• Participation formats such as a digital survey and a public information event.

For Holtenauer Strasse, it is all about development, profiling, communication and reach. The focus is also on quality of life, neighborhood and community. Along six fields of action, the profiling concept recommends a wide range of measures for neighborhood management and neighborhood development.

Public spaces:

• more pleasant places to stay
• Fun corners
• Green spaces and flowerbeds – for a better quality of life and a sense of well-being

Retail and gastronomy:

• Flea markets as a source of footfall and meeting places
• Delivery service with online ordering – ties to local retailers
• Overall strategy for digitalization – support for the several hundred local individual businesses, mostly owner-managed

Events and leisure activities:

• More play equipment – more family-friendly and lively
• Guided tours for residents

Community togetherness / communication and networking / marketing and image:

• Neighbourhood talks, digitalization checks, further training for retailers
• Website for Holtenauer Strasse – bundling offers and attractiveness

Holtenauer Strasse in Kiel is flourishing – and should continue to do so. The developed profiling concept shows how the Holtenauer Strasse district management can sharpen the profile and increase frequency, quality of life and community interaction. Here’s to a colorful and vibrant future, dear Holti!