What are some successful examples of sustainable urban development? (Part 2) Creating a comfortable community

YADOKARI Co., Ltd. and Hajimari Co., Ltd. sponsored a relay event “Future City Development Research Institute” to find hints for future living with company representatives and opinion leaders involved in future town development possibilities, area development, and community support. . On November 25, 2022, Vol.7 “Thinking about creating a sustainable liveliness-An example of urban development-type leasing that creates a community-” was held in Nihonbashi, Tokyo. Masakazu Kawai and Hideaki Nishibata from the Leasing Relations Department of NOMURA Co., Ltd. Kogei Co., Ltd., along with Mr. Daisuke Shibata, Co-CEO of Hajimari Shotengai, took the stage and held a discussion. (Click here for the archived video of the event)

The four of them gather again, and the second half of the conversation, which delves into development and urban planning, begins (see the first part here).
The existence of the LINE group, which was mentioned at the end of the first part, spontaneously occurred among the people living in the city. The story begins with that review.

The value of creating a community, its realization is an essential issue

west end
“The community that spontaneously arises among the people who live there is quite attractive, isn’t it? Gakugei University’s LINE group may be a successful example of that. may cause misunderstanding, but listening to everyone's stories, I also felt that <connection between people> is more important than <place>.

Kawai
"Certainly, there may be such a side."

west end
“For example, junior high and high school students seem to be having fun with their friends even in the corner of the parking lot of a family restaurant. Is it better for us to create a system for the community as a business, or should we wait for the spontaneous generation of people who think ``it's the city we live in''... There is also the problem of monetization, so what is the correct way to move? what do you want"

Kimura
“Creating a community may have a correlation with some KPI, such as commercial activity. I feel that community building is something that should be done, but when I was asked for KPI numbers, no matter how attractive the facility was, the number of visitors was the highest during the opening period, and it steadily decreased over time. Because there is a reality that is going to happen... Therefore, rather than a correlation, companies have to create a place where they say, 'This is what happens as a causal relationship.' We often talk about that."

west end
“It means to make the <value of creating a community> more apparent. That is the challenge.”

Kimura
“It would be nice if we could find out what the numbers are, but I think everyone, including myself, is struggling.”

Shibata
“Just last week, our company also had a discussion about it. KPIs in our work and the number of social media followers are not equal.”

Shibata
“Then, what kind of correlation is there? At that time, it was said that a company like Hajimari Shopping Street would not have been possible 10 years ago.”

Kawai
"Why?"

Shibata
“Ten years ago, people didn’t talk so much about ‘community, community. A community building company like ours was probably born in the gap of loneliness that increased with evolution.”

west end
“I see. When you understand the value of a community, I wonder if sustainability in a capitalist society and its spiritual richness are linked… That’s how I felt.”

Kimura
“It could be an indicator.”

Shibata
"But it's difficult to say 'That's the correct answer.'

One cozy shop can change the town

Kimura
“Come to think of it, a hamburger shop recently opened in the town where I live. , more and more customers who seem to have the same thoughts are gathering.

Shibata
"Ah, it's something like <comfort of the city to live>."

Kimura
"Yes. When I go there, I really feel that 'a single store like this can really change the area.'"

west end
"I know. I've had the opportunity to visit Izumo in Shimane prefecture a few times recently for work. It's about 30 minutes away from Izumo Taisha and doesn't have many tourists, but it's a nice historic town. I visited an area where the townscape remains.It's a town where manufacturing has taken root, such as breweries and sugar shops.There's a craft beer microbrewery in an old folk house, and the owner is a young man in his late twenties. A person who has a passion for beer.The store serves beer on tap over the counter.”

Shibata
"Good, I can see it."

west end
“Locals gather and drink using a large barrel as a table. I also enjoyed talking with many locals there. The story of how it spreads rapidly--that's what I experienced first-hand."

Kimura
“It has been said for a long time that 'strangers' are important for town development. You've been talking about <stores where you can see the owner's face>.

Kawai
“Nowadays, Kuramae has become so much media coverage in the East Tokyo area. People who think, 'This place is good,' start a business there with passion and commitment. People with similar engagement gather around the store, and it becomes a mass.As a result, many people walk around the city... I think it leads to such a story and becomes a successful example."

Stores with fans and store owners are the saviors of urban development

Shibata
"I'm sorry to talk about myself, but actually I'm still working part-time at a Spanish bar in Kamakura where I used to live. It's been eight years now."

west end
"Eh!? Even now?"

Shibata
“The reason I keep doing it is because there is no reason to quit. The owner of the shop, Ms. M, is a charming person who is good at getting people involved. Since there are many artists in Kamakura, I also created an artist bank.I also do director-like work, such as planning events for artists to perform at nearby temples.”

Kawai
“They communicate well not only with the people who gather at the store, but also with the people of the town.”

Shibata
“Yes, I learn a lot about how to get involved with the city, or how to seep into the community. What is interesting is that there is a staff member like me who only works twice a month. There are a lot of them."

west end
"What about regular employees?"

Shibata
"No. Mr. M is the owner, and the others are housewives, students, and people who usually work for completely different companies. Including myself, there are about 20 part-timers. I've never recruited. Also, someone is always ready to work.I feel that this feeling is also one way to aim for sustainability.”

west end
"I see. I guess it's easy to do and easy to work because there is a margin."

Shibata
“Even if the lineup of part-time workers changes, as long as the owner is there, the atmosphere of the place will not change. I feel like one of

Kawai
"There is no doubt. And it is difficult to find the savior from where."

Kimura
"It may be necessary to consciously set up a chance encounter."

Kawai
“People with a spirit of craftsmanship and the fans around them. If the number of these two sets increases, the area and the city will be excited.”

Kimura
“I think it would be nice if a company like ours could provide more places to find things.

Kawai
“In apparel, SNS has been used to create fans for several years. Uniqlo, for example, hosts live performances every week from some of its stores. On the chat screen during the live, there are many comments such as 'Mr.

Shibata
“We live in an era where we have to do things like that. Customers won’t come anymore just by saying, ‘We are selling this kind of thing, so please come.’”

Kawai
“When you show up on social media, you become a fan of yourself. It seems that the degree of commitment of such employees to the store varies.

What is <Community Builder> in Hajimari Shopping Street?

Shibata
“I understand what you are talking about. Our company is always concerned about how to maintain the motivation of community builders and what kind of place we should give them to play an active role.”

west end
“Could you briefly describe the role of community builders in your company?”

Shibata
“A community builder is someone who connects people, things, and events to create and move a community. > The community builder provides consulting and support for attracting customers to the event, and we also advertise on the SNS of our company Hajimari Shopping Street.

Kimura
“There are some people who actually live in the area, but have their rent for two years offset with their work.”

west end
“Is there anyone who would like to continue living in that area even if they pay the rent in two years time?”

Kimura
"Yes, there are several people."

west end
"I see. That leads to the topic of maintaining motivation. After two years, there are community builders who find value in something other than money (rent) and want to go deeper into that area. That's exactly what it is. It's an ideal form of urban development, isn't it? Isn't your company's community builder mechanism a successful example of urban development?"

Kimura
“I feel that I can connect with various people in the community and make use of my abilities in this way. It seems that"

west end
“Do you think the community will survive even if those people leave?”

Shibata
"It's a difficult place, but... One community builder left, and that person called his friends and connected them--recently there have been cases like that. Of course, the style is exactly the same as the previous person. I don't think it will become a reality, but I think there is great meaning in sustaining it.

Kawai
“There is something like the compatibility between people and the city.”

Kimura
"Yes. Also, there are some areas that have a problem of not being able to change generations. Whether the people who enter the area as a business can be firmly incorporated into the circle without being bothered by the local side. That's what's important.In this era, marketing that puts the <individual> at the forefront is mainstream, so that local people can also find value in that...I hope we can continue to design well in the future. I think it's good."

west end
“Generation change and the ability to accept new people. These are also big issues, aren’t they?

Kimura
“Companies like ours exist to solve these kinds of problems. I have to show more."

Shibata
"I'm facing that problem right now. At a certain commercial facility, both the store manager and the customers are aging... As a commercial facility, I want to rent it out to the new younger generation." We have to do a new way of leasing that is different from what we have done so far.” It is necessary to make the rented area smaller, or in extreme cases, to rent only the wall.We have to do a different design. I'm also proposing to create something like a traveling sales caravan.If it's just a one-time business, it will inevitably become entrenched."

west end
“To summarize the second half of the project, we need to consider what kinds of devices and designs are necessary to create a city where new key persons emerge. That is a big issue.”

Kawai
“From the overall perspective of town development, I think it is impossible to cover all the issues with just the points that are involved. It is important to create opportunities to spread conversations such as, 'The coffee shop is ready.'"

west end
“When it comes to creating opportunities, it will lead to the <beginning> of the shopping street, and I think it will be the landing point for this dialogue.”

all together
"Sure (laughs)."

Shibata
“But seriously, I think we are probably continuing to hold events like this in order for that to happen. Welcoming - I would like to continue to do such a design from now on."

Kimura
“Those who come to our event because they feel that something is wrong with our event theme are likely to be enthusiastic people, and it should be an opportunity to find a key person. Will find out... I think one answer is to continue to work."

Kawai
“Earlier, you mentioned that Community Builders work in units of 2 years. In order to see results, you have to work over a period of time like that. ”

west end
"Thank you for your time today. Let's talk again!"

* We are holding a conversation while keeping a distance, and the mask is removed only when taking pictures.

[Interviewer]
Daisuke Shibata /bottom right of the photo

Co-CEO of Hajimari Shopping Street Co., Ltd. / Community Builder
Born in 1988, from Akita prefecture. Management of share houses and guest houses based in Kamakura. While involved in other cafes, bars, and furniture stores, we are building a community in the city. From August 2018, co-representative of Hajimari Shotengai Co., Ltd. (YADOKARI subsidiary). Plans and manages over 300 diverse events annually. In addition, he is in charge of employee training for major companies and a lecturer on community development. Focusing on 10 bases in Tokyo, we will create a variety of liveliness and support community escorts.
Co., Ltd. Hajimari Shopping Street HP https://hajimari.life/
Hajimari Shopping Street Co., Ltd. Business details https://hajimari.company/

Mr. Yuki Kimura /photo top left

YADOKARI Co., Ltd. / Producer
Originally from Yugawara Town, majored in architecture. Be interested in town development while studying urban design. As an employee of the NPO Koganecho Area Management Center, he devoted himself to the revitalization of the town for eight years after all illegal adult entertainment establishments were exposed. After joining YADOKARI Co., Ltd., he was in charge of the regional exchange center "Splus Aobadai" which opened in the Aobadai post office building.

Masakazu Kawai (lower left in the photo)​
Senior Manager, Leasing Relations Department, Second Section, Business Producing Division, NOMURA Co., Ltd.
Born in 1979. Joined NOMURA Co., Ltd. after working at a commercial consulting company. He has been involved in the opening of about 30 commercial project developments, focusing on urban development centered on commerce, merchandising planning and tenant leasing for commercial facilities. While looking at the balance between the town, people, and commerce, we are trying to achieve sustainable development in line with the characteristics of the town and the times.
<Major Projects Involved in Recent Years>
"Cocoon City" (2015-present), "Futako Tamagawa Rise Terrace Market" (2015), "Shibuya Stream" (2018), "Mikan Shimokita" (2022), "Tokyo Solamachi" (opening-present) ), “Tokyo Mizumachi®” (2020-present), “Yebisu Garden Place Renewal” (2022), etc.

Hideaki Nishibata / Top right of photo
Planner, Leasing Relations Department, Second Section, Business Producing Division, NOMURA Co., Ltd.
Born in 1992. After graduating from university, he gained experience in community building, etc. as a manager of a large share house type corporate dormitory with over 600 units. After that, he worked on a suburban station building type SC and a SC (NSC) for the local commercial area at a commercial facility management company. After managing facilities, joined NOMURA Co., Ltd.. Mainly engaged in planning work such as SC, ekinaka, hot spring facility, convenience store new business development, etc. Currently, he is also challenging development work from the leasing perspective. My hobby is traveling, and I have traveled to 50 countries so far. During the period when I can't go abroad due to the corona sickness, I will reach out to domestic remote island trips and Seishun 18 ticket trips.

[Text: Shoko Minamoto / Photography: Bunpei Kimura
Planning idea: Eri Morita (nomlog Editorial Department) / Planning: Hideaki Nishibata
Coverage and editing support: Hiroko Okazaki ・ Satoko Yokota (nomlog Editorial Department)]