Starting on 1 April, Van Traa takes on the role of vice-president of the Executive Board at Amsterdam School of the Arts (AHK). However, it’s obvious from the way he speaks that his interest in area development in general and Zuidas in particular remains as strong as ever. ‘Just seeing all the developments still evokes strong emotions in me. My head just starts racing.’
Talent as a factor to attract business
Before becoming director, Van Traa had already spent six years in Zuidas, as director of the Expatcenter (now IN Amsterdam). ‘There are quite a few people with views about Zuidas who’ve never stepped foot here themselves. I’d already worked here, so I had an idea of the district before I became municipal director.’ In addition, his predecessor, Klaas de Boer, had approached him to contribute ideas for a new Zuidas vision (published in 2016). ‘Being part of that steering committee really sparked my enthusiasm. At the Expatcenter, we’d gradually realised that a key factor in attracting companies to set up business here had long been overlooked, and that’s talent. Everyone always focused on three factors: Schiphol airport, the tax regime and a highly educated professional population. But we gradually realised that there was another key factor influencing companies in deciding whether to set up business in Amsterdam: the infrastructure that allows talent to thrive. That includes such things as bikes, the cultural offering, quality of life, parks, pubs and bars. This became an important area of focus for the steering committee working on the new Zuidas vision. So, when I became director of Zuidas in 2017, I already felt I had partial ownership of that new vision. And I actually had the honour of putting it into practice myself.’
Bold combinations
What has changed over the last six years? Van Traa: ‘Above all, I think there’s been a shift in focus in various areas. Obviously, sharing out plots is good in terms of revenue – and of course for the city. But ultimately, Amsterdam is all about people and their amazing diversity. For Zuidas, that meant something broader than just urbanisation. Less sterile, more diversity. Gradually, we discovered that developers are also keen to make that shift. For example, it came as a surprise to us that it was possible to market a bold combination of a 24-hour reception centre and an office. Developers tend to respond well to appeals to their social responsibility. Another good example of this is Crossover in the Kop Zuidas neighbourhood: a combination of offices and social rented housing, for students and refugees with residence permits.’
Zuidasdok
One setback turned out to be progress on Zuidasdok – an RVS (Public Works department), ProRail and City of Amsterdam project encompassing the regeneration of Amsterdam Zuid and the widening and partial undertunnelling of the A10 Zuid. For a range of different reasons, this project is significantly less advanced than was planned at the time when Van Traa was appointed. Has the delay proved to be an obstacle to the development of Zuidas? ‘No’, he insists. ‘That’s not how the world of developers works. They think in the long term and are not deterred by a few years’ delay. We saw the same thing during the financial crisis and in and after the coronavirus: they never lost faith in the area. Much of that faith can actually be attributed to Zuidasdok. Developers can see huge potential in a public transport terminal at the heart of the neighbourhood, with national and international railway connections, even if it takes another few years.’
Shaping the future
At the same time, Van Traa has to admit that Zuidas has still not yet become the vibrant urban district of his dreams. ‘But I’ve no doubt that it will ultimately happen. I’m even convinced that the untamed city will eventually drift here of its own accord. But there’ll always be a certain interplay between the drawing board and autonomous developments. As a specialism, area development is about looking to the future and continually asking yourself what role you’re playing in shaping that future. In my view, it’s not so much about social engineering but more about idealism and dreams about the future. You can’t achieve it without applying your imagination, because otherwise you’re just tinkering at the edges. I found it a privilege working with such expert people in contributing to that unknown future. Even though it’s ultimately been the residents who ensured that the Zuidas cityscape has been truly transformed in the space of a decade.’
Small and medium-sized companies
So much wide-ranging diversity among residents also calls for a more comprehensive range of amenities. Should the Zuidas municipal organisation not be focusing more on what’s happening in the public areas on the ground floor of buildings? ‘I admit that we’ve neglected that to some extent so far’, says Van Traa. ‘Not just bringing parties together if somewhere like that becomes available, but at an even earlier stage: enabling small and medium-sized companies to have the confidence to become involved. At the moment, the floor areas available are simply too large for them. Instead of one big space on the ground floor of a building, ten small ones would be better. When you’re letting 50 square metres, it’s easier to take the risk and the result is a completely different type of entrepreneur for the neighbourhood. But it goes deeper than that. There’s a huge gulf – mainly in terms of the law – between a commercial and social amenity. For example, a family doctor centre doesn’t currently count as a social amenity. That means they have to pay a commercial land price. That’s absurd in my view. I’d go even further: is a bookshop really a commercial amenity? I don’t think so, when you consider the low returns and huge value for social cohesion in a neighbourhood. And that’s without even mentioning all kinds of incredibly exciting mixtures between commercial and social that are emerging everywhere. That very same bookshop where you can also drink a glass of wine. Or a hospitality outlet that also stages theatre. We still haven’t got quite the right mindset for that.’
Privilege
Van Traa is now heading off to the Amsterdam School of the Arts (AHK). What will bring him back? ‘Of course, I’ll come back for the museum in the former courthouse in Parnassusweg. That promises to be something really special. A place for making things and a business incubator, with 30 places for artists, curators and researchers to sleep. And people don’t even have to pay for it. That centre will have a real impact on art in this city. If it remains in existence for 20 or 30 years, some great artists of the future will ultimately turn out to have met each other there. Something else I’m really looking forward to is the Kenniskwartier – or Knowledge District – where we’re working with VU Amsterdam on an exciting blend of science, business and vibrancy. Soon, when there are 2,700 homes there and students walking around as if it’s the most natural thing in the world, I’ll look back and feel hugely privileged to be able to have done this work.’
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