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環境自治体ベストプラクティス集 - 「スウィーツのまちづくり」 〜スウィーツが人と人をつなぎ、地域をつないだ〜

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水俣市
「スウィーツのまちづくり」 〜スウィーツが人と人をつなぎ、地域をつないだ〜


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水俣にはよそに負けないおいしいスウィーツもある。市職員有志と菓子店などがつながりあい始まった「スウィーツのまちづくり」。新たな経済効果と地産地消の流れを地域に生み出した。

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  • 分野:O.環境に配慮した産業の推進

事例本文

2007年、「勝手にまちづくり委員会」(市職員有志による自主的部活的組織)で、
市内にお菓子屋さん(スウィーツ)が多いことを指摘した
女性職員の一言から取り組みが始まった。

水俣のお菓子のPRのための会合を繰り返すうち店同士の交流がはじまり、
それぞれのお店を調べる「お店のあるもの探し」を行うことになった。

高校生も参加しての聞き取りや撮影写真をもとにまとめられた絵地図をながめ、
菓子店は自分たちのお店の個性や課題などを広い視野から見つめ直し、
さらに魅力ある店づくりを促すきっかけになった。

その後、まち歩き、食べ歩きのイベント「スウィーツスタンプラリー」を開催し、
県内外から予想以上の来訪者と反響があり、グループでまち歩きを楽しむ女性客や
家族連れなどでまちなかの賑わいが創出され、地域の魅力を再確認する機会となった。

スイーツによるまちづくりは、これまで商売上ライバルであった同業者相互、
そして行政職員と民間の事業者とが“ライバルから仲間になる"というつながりを生み、
食べ歩きなどの関連イベントはまちに賑わいを生みだした。

さらに、マスコミの取材で注目を浴び、菓子店は注文が増えるという経済的な効果も生まれた。
加えて、それまでよそから材料を仕入れていた菓子店が地元の素材に目を向け始め、
地元の食材によるオリジナル商品の開発など
地域の生産者と加工者がつながりによる地産地消が促された。

地産地消のきっかけは、「環境マイスター」や「村丸ごと生活博物館」地区を紹介したことである。
地元の安心・安全な生産者の顔が見える食材使用が始まり、
地産地消でオリジナルのお菓子が評判を呼ぶ波及効果も生まれている。

お菓子屋さん同士、さらに、農家(生産者)とお店(加工者)のつながり・交流が生まれ、
お客はまちなかを回遊する。
作物を育てた人の顔が見えるからこそ、心を込めた商品がつくられる、
互いを想い、地域はにぎわい、経済も活性化していく事例となった。

少しずつではあるが売り上げの増加がこの取り組みを継続させる原動力となっている。
さらに、「水俣市を盛り上げたい」と、会議準備や事務的作業・情報提供など
市職員の積極的な支援を通して店側との信頼関係が築かれ、
職員が地域との連携を実践できる研鑽の場ともなっている。

特産の緑茶や柑橘(かんきつ)類を使った新作も生まれ、
年2回のイベント企画には、商店街の飲食店や市民ボランティアも加わり、
「スイーツのまち水俣」は地域に活力を与え、次世代の人材も育っている。

「スウィーツのまちづくり」の活動は市の商業および特産品、
そして観光振興などに及ぶ地域活性化への波及効果が認められ、
2009年度に策定した「第5次水俣市総合計画」にも商業振興施策として盛り込まれ、
また水俣市の重要政策「げんきなみなまたづくりプログラム」の活気ある
商店街づくりとして事業推進され、進捗管理はもちろん
政策事業評価なども実施されている。

「スイーツのまち水俣 食べあるきマップ」が、水俣市職員有志による
「勝手にまちづくり委員会」により水俣の魅力発掘のためにボランティアで作成。
HPで紹介されている。

自治体情報

自治体名 水俣市(外部リンク)
都道府県名 熊本県
人口 26,978人
部署名 環境モデル都市推進課環境モデル都市推進室
TEL 0966-61-1612
FAX 0966-63-9044
E-mail

関連URL

詳細検索:条件をk選択して検索できます。


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google地図から検索:Google Mapから検索できます。 google画像から検索:事例ごとの画像で検索できます。

キーワード検索:気になる用語で検索できます


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キーワード一覧へ


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