Results Pilot Study Middelburg

As we promised, here are the results from our pilot study in Middelburg.

This pilot study is an experiment to become familiar with research methods in urban geography. The subject is the change our university college made in the urban geography of Middelburg since it was established. Roosevelt Academy (RA), was founded in Middelburg in 2004. This was a new phenomenon in Zeeland. The city of Middelburg is not too big; an estimated 50000 people live there. The fact that now 600 students - all with their typical lifestyle - would be around for most of the year, must have had some kind of impact on in the community of this city. We decided to research the change in the economic geography. Therefore the hypothesis of our research was: The revenues of lunchrooms in Middelburg have increased since RA was established. We conducted interviews with the owners of two popular and small lunchrooms: Ko D'ooooor and Crostini's. The interviews and the conclusions we drew from them are to be read below.

We conducted semi-structured interviews. These were the points that we wanted to ask and get answers for:

·       How long has your business been running?

·      Do you notice a lot of RA students on a daily basis?

·      What’s your average customer?

·      How do you imagine your business without RA students?

·      Do you notice a change in your business on holiday periods?

·      Do customers change seasonally?

·      Did you have RA and the possible customer base in mind when the business was opened?

Here is what we found out from speaking to the owners:

Espresso Bar Ko D'oooooooooor is an art gallery and coffee bar/lunchroom. It was opened 5 years ago and receives customers from the Roosevelt Academy daily. Their average customer base consists of artists, musicians and writers. In this alternative environment RA students are the youngest customer base and do make a difference in the business. In holiday periods the owner does notice the absence of students, especially during winter break, when most students go home and it is not tourist season. Ko D'ooooooooor also organises events with RA committees (Such as the Music, Poetry and Candlelight nights by the Music Society), helping students with a good place to meet and also giving the Espresso bar a chance to promote itself among the students. When Ko D'oooooooor was opened, the owners were aware of RA and especially of the Bagijnhof campus location. They knew that students walk past the shop daily so they adapted their prices as cheap as possible thinking of students. They also have to option to have their coffee to-go and they offer stamp cards, 10 stamps = get a free coffee.

Crostini is an italian food and sandwich shop, located in the centre of the city of Middelburg just off the market square. The shop has been opened for 4 years and its largest customer base is consisted of RA students. During the interview, the owner told us approximately 80% of the shop's revenue comes from RA students buying sandwiches during lunch time. Without RA the owner doesn't think that Crostini would still be open now. During holiday periods there is a very noticeable dip in the business, in fact, the owner told us she usually takes her holidays at the same time as us. The customers don't change very much, since it's mostly students and also catering to the Provintiehuis. Crostini didn't have RA in mind when it opened because the owner wasn't aware of the university. However, a year after it had opened a few students suggested to give a 10% discount and a lot more people would come, she took the idea, made flyers and for the past 2 years the business is sustained mainly by RA students.

      To conclude: Ko D'oooooooor and Crostini both heavily depend on RA and its students. However It seems that Crostini is most dependent on RA as she claims 80% of her customers are students. And since she has flyered and promoted her shop she has seen this significant increase in revenue. Although Crostini and Ko D'oooooor are completely different in the food and drinks they offer, they share (for the large part) the same customer base. Another notable similarity is that they both give out collectors card by which you can get a free meal or drink once you have had 10 consumptions. Also both shops are walking distance from the university which allows students to quickly grab a coffee or sandwich during breaks. In Ko D'oooooor they have a relaxing atmosphere in a peaceful environment where students can study quietly. It is obvious that both these businesses have changed since RA students have been going there, with both of their customer bases have a high percentage of RA students.