McMahon Development Group, an American developer, wants to build a Factory Outlet Centre (FOC) in the municipality of Roosendaal in Brabant. However, public - but also political - opposition to the arrival of the centre where proprietary brands are sold at low prices is fierce. What now?
A plan to transform opposition into support was drawn up in close collaboration with the town council and, in particular, with the alderman responsible for the development of the centre. By demonstrating openness and explaining to all the (potential) opponents in the municipality precisely what it entailed, opposition gradually subsided. It was crucial to explain what an FOC was, but equally important what it was not. The plan was slowly unrolled, great openness was observed with each step.
Rosada opened rather more than two years after the first discussions about the possible arrival of the FOC. The majority of Roosendaal’s town council were in support of its arrival. The local tradespeople also supported the arrival of the FOC. Even the unexpected plans from a competitor in a neighbouring municipality were unable to thwart the development: the provincial authorities decided the issue in Roosendaal’s favour.
