If you want a project developer to break out into a cold sweat spontaneously, just drop the words ‘archaeological survey’. However, this kind of mandatory and often costly survey also offers advantages, especially in the field of communication. After all, it is not uncommon to dig up spectacular stories that captivate not only the press, but the neighbourhood as well. Or how communicating about the archaeological survey increases support for your project.
“I hope that they find granny’s purse at least.” The former mayor of Leuven, Louis Tobback, did not hide his displeasure a few years ago when it turned out that the redevelopment of Fochplein also required a mandatory archaeological survey. He felt it was an unnecessary loss of time and money. And that negative image unfortunately stuck.
Stories that captivate an entire neighbourhood
However, such a survey can also have advantages for a project developer. Especially when it comes to communication. After all, finds on a site often lead to special historical stories that can captivate an entire neighbourhood. It’s an excellent opportunity to link your socially relevant story to this, and thus get attention for your new project.
For example, a simple die and a skeleton that was several hundred years old were recently dug up on the site of a new building project in Bruges. It was quite the mystery because the find raised a lot of questions for both the developer and archaeologists. And something like that can fascinate journalists and the neighbourhood. The story grew and gave developer VDD the chance to show the general public in one go that it 1) always acts with respect for the environment and the neighbourhood, 2) is going to build a beautiful new project, and 3) will probably hand over the finds to the city and thus to all the people of Bruges. It’s a strong example of reputation management.
Respect for the neighbourhood
The story in Bruges is just one example of the potential top stories that lie ahead, according to a recent interview with Jeroen Vanden Borre, BAAC company manager. His independent archaeological office regularly digs up special items, from prehistoric stone tools to a medieval cemetery and even war planes. You can tell beautiful and truthful stories about each and every one of these discoveries that will increase support for your project – if you take the right approach. “After all, you’re writing a local story that was previously unknown while simultaneously respecting the neighbourhood and its past,” says Vanden Borre.
Flemish premium for communication
Flemish Minister for Housing and Immovable Heritage Matthias Diependaele is also of the opinion that we should communicate the results of excavations much more broadly. In October, at a committee meeting in the Flemish Parliament, he announced that he was working on a small premium to raise awareness among private owners. To be continued…