Fourteen months after the start of the public concession, it can be said that today there is a new Ibirapuera Park in São Paulo. Amid praise and criticism, the space has a distinct identity, with some new services and extensive brand exposure, while the Urbia dealership plans more changes in the coming years, such as new trails and blocks, as well as an operations control center with 300 cameras.
With a possible weakening of the pandemic, the expectation for 2022 is to take activities to different areas of Ibirapuera. For the concessionaire, circulation is still very concentrated in the central ring, which gives a feeling of crowding.
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In terms of accessibility, there is a proposal to make wheelchairs available for visitors and to have bicycle rental with companions, for example. In sports, the rental of nets and sporting goods is studied. It is planned to release reservations for hours of use of the courts through an app, with exclusive tracks for women. In addition, a partnership with a sports brand provides for the delivery of two sand courts, a multi-sport space and a skate park in the next semester.
In terms of leisure and the environment, the planning includes new trails, one of them “sensorial”, with scheduled guided tours as well as self-guided routes, a nature observation itinerary and the implementation of a community vegetable garden. According to the concessionaire, some activities can be paid for.
The operations command center is up and running, but not with the desired capacity. Security plans also include prioritizing bicycle surveillance. “In the event of a theft, the team will be able to fix it immediately and take people to the police station”, says Samuel Lloyd, director of the dealership.
Short-term plans also involve a review of the relationship with private services offered by third parties. Charging for large sports advisors to work on site is among them, as well as the formalization of 169 independent sellers, in a system similar to that of franchises. The situation has provoked criticism, especially due to the possible rise in prices.
A professor at UFRJ and a researcher at USP’s Labcidade, Laisa Stroher says that food outlets that are already open have high prices – from R$ 15 to R$ 50, on average, according to the company responsible. “It is not possible to conclude that this service is now accessible to a greater number of users.”
For 2023, Urbia is talking about the delivery of the restoration of architectural spaces, which will be sponsored by companies. In addition, the contract was signed on the 13th for R$ 500.5 thousand for the restoration of the marquee, which was the responsibility of the City Hall, with delivery forecast for up to eight months.
Among the changes implemented are greater distribution of bicycle loan stations (now exclusive to IbiraBike) and the offer of guided tours in electric carts, which cost R$25 per person.
BRANDS
From gym chains to beverage manufacturers, the number of brands continues to grow. The situation is the target of criticism. One of the most cited examples is that of a food court, in the sponsor’s red color, which even had a temporary Ferris wheel.
Urbia argues that sponsorships are one of the main ways of obtaining income for the park. “Invisible things that were previously paid for with public money are now paid for through partnerships”, says the director of the concessionaire.
Among regulars, perceptions are varied. Attorney Debora Iacono says that it is necessary to improve the signs and says that there is an elitization, due to the costs of food and activities. “The park became the Shopping Parque Ibirapuera.” It also criticizes the concessionaire’s lack of dialogue with the management council, which it integrates.
Systems developer Leandro Ikehara praises the partnership with food companies. He says, however, that the concessionaire should be aware of the customers’ criticisms. “Most of the improvements were aesthetic. There are parts of the track with broken asphalt or that flood with the rain.”
SETTINGS
A novelty in the Brazilian scenario, the concession of parks has Ibirapuera as its main showcase. For 35 years, specialists point out necessary adjustments in the private management of the park.
Executive Director of the Brazilian Institute of Architects in São Paulo, Marcelo Ignatios believes that the large number of brands affect the landscape. “It doesn’t need to have overt exposure. First comes the public interest, the landscape, the leisure equipment.”
The Municipal Councilor for Urban Policy and urban planner Toni Zagato assesses that the Commission for the Protection of the Urban Landscape needs to analyze the general impact – and not in isolation – of the exposure of brands.
Linked to Construcap, Urbia debuted at Ibirapuera, but today it owns the Aparados da Serra National Park, in the south, and should sign with Horto Florestal, in the capital, and the Cantareira State Park. Urbia wants to get involved in other projects, such as Villa-Lobos. Information is from the newspaper The State of São Paulo.
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