Lighting up the locals

To maintain a positive relationship with neighbours, a Community Reference Group operates maintaining open communication channels between the port and the newer residents.

Catherine Etheredge, senior communications manager at Ports of Auckland, explains to Port Strategy that the Community Reference Group provides an opportunity for representatives of local community groups, apartment buildings and other stakeholder groups, such as those involved with the environment, to engage with the port over a wide range of issues.

One challenge is how to sell the port as a positive asset to the community. For Auckland, Ms Etheredge says that it emphasises the economic contribution and support the port makes; has a sponsorship programme; supports local events and festivals; positively engages with community groups and has an active media relations programme.

“We also participate in events to demonstrate that we are part of the community. Of note was the opening ceremony of the 2011 Rugby World Cup, with the port's tugs, cranes and straddles all performing in the show, which was screened in 200 countries to an audience of around 1 billion,” she says, adding that a public competition via local media was run to give two Auckland families the opportunity to ride on the tugs during the show.

Although POAL does not have a dedicated community relations officer, all three members of its Corporate Affairs team are active in this area, including handling complaints and feedback from the public, as well as managing a community relations and sponsorship programme.

The programme, which is extensive in nature, includes naming rights for a waterfront fun run that attracts 70,000 people annually; sponsorship of the Auckland Anniversary Weekend Yacht Regatta and Onehunga Community Festival; support for the Auckland Heritage Festival; mentoring/partnership relationships with two schools in low socio-economic areas of Auckland; stakeholder consultation over port development plans in the context of waterfront redevelopment; free tours of the port by boat and bus; sponsorship of trade and exporting awards; support for the Waitemata Clean-Up Trust, a charity which is active in removing rubbish from Auckland's harbours and waterways; a quarterly community newsletter in three local papers; a detailed information and contact details website; and a Facebook site as well as engagement with other social media.

“We also run a bi-annual 'open day' style event call "See-Port Week", which includes free bus tours inside the port, displays and so on. The tours always sell out. We also offer free public boat tours of the port on a fortnightly basis, alternating with free school port tours,” says Ms Etheredge.

In the UK, Dover Harbour Board (DHB) is taking some significant steps to strengthen ties with the local community as part of its proposed privatisation. One hundred percent of its assets and liabilities will be put into a holding company, which is effectively an operating company (Opco). The shares in the Opco will then be sold at a market price to one or more investors, or floated in an initial public offering.

Significantly, at the same time, an upfront payment will be made by DHB to the Port of Dover Community Trust (PDCT), which will also receive shares in the Opco to the value of £20m, for which it will be entitled to a dividend payment.

The Employee Share Ownership Scheme will also be vested shares in the Opco to a value not exceeding £5m. This leaves a majority of shares available for a private sector investor, which will acquire them at the appropriate sale rate.

“The DHB is quite clear in its objective, which is to formalise an arrangement whereby the community will benefit directly from the port by effectively being a shareholder in it. The community can therefore share directly - and for the very first time - in the future financial success of the new business as it grows, creates value and expands its activities,” says Dr Bob Goldfield, chief executive of the Port of Dover.

He explains that the hope and expectation is that legal safeguards can be put in place to ensure the PDCT has an enduring stake in the future of the port as it moves forward.

As for the types of project in which the PDCT will invest, Dr Goldfield notes that the PDCT will be established by the community for the benefit of the community using a framework that will be agreed by everybody and subsequently registered with the Charities Commission.

“Our web site gives details of the areas and activities that we would like to see the PDCT engage with; however, it will be for the community to decide how the investment given to them can best be utilised over future years,” he says.

In its present format, the DHB is not able to make any large contributions to its community as it is restricted by its establishing act. The removal of trust port status will therefore enable a very significant contribution to be made to the town and community, which Dr Goldfield insists will revolutionise the relationship to the port and provide a very significant boost to the much needed regeneration of the town.

“How else will Dover ever get the funds it needs to regenerate and grow?” he says.

Across the Atlantic, the Brazilian Port of Salvador, which is managed by the Dock Company of Bahia (Codeba), is also about to radically improve relations with its local community by transforming 2km of shoreline around All Saints Bay in a project worth $19m. Altogether, the project includes renovation of 10,000 square meters, featuring an open area permitting unrestricted movement. This new port area will have facilities set aside for the Federal Police, the Ministry of Culture and for a Juvenile Court. It will also have areas dedicated to restaurants and snack bars.

The aim is not only to create an area for cruise liners to dock, but also to open up a magnificent view across the entire bay, something which does not currently exist because of the existence of major warehousing complexes. Residents of the lower city district of Comercio will have their outlook on the port completely changed.

The arterial Avenida de France is currently dominated by commercial activities of the port, but José Rebouças, president of Codeba, notes: “Our goal in future is to encourage cruise liners to both begin and end their cruises here, whilst also creating employment for the local hotels and airports.”

Some 20 companies have lodged an expression of interest in participating in the tender, which is scheduled for October 19. The renewal work, which will involve demolition of two warehouses, is scheduled to be completed on May 13, 2013 in time for Salvador's 100th anniversary.