By Roxana Slavcheva
Acknowledgements
I would like to first of all thank the Bartlett School of Architecture and Planning at UCL for awarding me the Sir Herbert Henry Bartlett travel award, which allowed me to visit Freiburg for the purpose of this investigation. Secondly, I thank Ani Gollas from the bottom of my heart for sparking my interest and providing me with foremost insight into this report’s topic, for welcoming me into her home, facilitating the logistics of my sojourn in Vauban and suggesting interviewee contacts whenever possible. I am grateful for the wonderful people I met while in Vauban and Freiburg and especially to my interviewees for their cooperativeness and professionalism. Lastly, I am very much indebted to my professors and colleagues at the Bartlett Development Planning Unit and my MSc program in Urban Economic Development. It is thanks to our studies, formal and informal discussions that I became deeply interested in the topic of this report and chose to pursue this interest further.
Foreword
I set out to visit Vauban, the eco-district of Freiburg im Breisgau in southwestern Germany, with the intention to interview local residents. I was interested in why they settled in this green-minded, newly-built district and what sacrifices they may have to make to live there rather than in a non-eco residence. Vauban is cited in the literature and media as a model eco-neighborhood within the eco-city of Freiburg. I was curious to explore, however, the underlying cause for the eco-district to be planned, designed and inhabited in its current shape and form. Was Vauban’s attractiveness a result of employment opportunities located there, a heightened sense of safety, or was the primary pull factor the eco lifestyle imbedded in every aspect of daily routine? How often do Vauban residents go into town (Freiburg or other cities) and for what purpose – shopping, amenities? How often do they use a car and for what purpose – commuting to and back from work, commercial activities? Most importantly, I wanted to find out what they missed the most in Vauban and what they wished the district had more of. Did they feel like they were making any sacrifices living there? These questions were engraved in my mind since I had read Andrew Purvis’s critique published in The Guardian in 2008, questioning the viability of this often-cited example of environmental sustainability.
Nevertheless, Vauban residents in general did not feel comfortable speaking about their decision to live in the neighborhood. The impression was that they had already received requests for interviews by previous researchers and did not see the point in continuing to participate in others. They refused to be treated as subjects in a great experiment but wished to be left in peace to enjoy their consciously chosen lifestyle. Perhaps too many scholars have spent time studying, researching and critiquing a grassroots movement such as the Vauban bottom-up, participatory planning process without realizing that not every example can be replicated with the same result. Neither are its problems necessarily a result of the organizational structure but that outside factors matter too.
Green City Hotel Vauban
As a result of Vauban’s fame, its inhabitants have developed wariness towards researchers and journalists. Yet, in the process of conducting field research, I found a topic that touched the hearts of most residents in this small, tight-knit community. The following report discusses a recent building project, completed and opened in June 2013 in Vauban. With construction finished, Green City Hotel Vauban has been the center of controversy publicized by the local and national media, but without receiving international recognition. I set out to explore if accusations hold ground on whether the hotel deceives the public that it is indeed “green” by capitalizing on Freiburg’s reputation as a green city. This is a popular marketing tactic known as greenwashing, which Investopedia defines as the use of the term “green” to manipulate public opinion to support ecological initiatives or images but in reality operating “in a way that is damaging to the environment or in an opposite manner to the goal of the announced initiatives […] through misleading advertising and unsubstantiated claims”. Through interviews, the investigation led me to uncover the true causes for controversy in building this hotel in the Vauban eco-district.
Vauban has several housing co-operatives that look something like this one: Selbstorganisierte unabhängige Siedlungsinitiative (SUSI), July 2013
The co-operatives, and one in particular called SUSI, were central to Vauban’s design and development. Although several inhabitants and members of the SUSI office did not wish to be interviewed under the pretext that all information could be found on the organization’s website, one dweller (who preferred to remain anonymous) agreed to respond to inquiries via e-mail correspondence. The interviewee is an architect who lives at the housing co-operative SUSI for the duration of a six-month long internship. She admitted that she is not particularly involved in any activism but regularly attends social events organized by SUSI such as the SUSI jubilee and live music concerts in the co-operative’s café lobby. She dubbed SUSI “the heart of Vauban” and described it as “extremely important for the spirit and authenticity of the district”. The interviewee elaborated: “It is where the development of the district started from and where ideas about sustainability, community and self-organization were able to grow in the first place. Nevertheless, SUSI is not entirely connected with Vauban, but is still an independent unit, an island within the district.”
She was not aware if and how the public was notified of the project for the building of Green City Hotel Vauban or whether it was first proposed with the support of the city administration. She underlined, however, that SUSI was not supportive of this project. As far as she knew, SUSI inhabitants enjoyed the open space previously provided in lieu of the current hotel building and would have preferred that either an appropriate alternative space was proposed for having what in German is called a “Wagenplatz”, an open trailer space in English, and/or that social housing buildings were built on the site currently occupied by the hotel. She admitted to never having heard of the hotel management having asked for public opinion or participation during the design and construction process. Previously, on the land where the hotel is currently located, there were community people illegally occupying the land and living in caravans, who were removed by the police. The interviewee referred to these as the “Rhino inhabitants”, who according to her and the local media resisted but were completely peaceful in their resistance. Yet, people from outside, who sympathized with the dislocated people, started riots by burning barricades and throwing paint bombs at the hotel’s façade, which according to the interviewee “was not at all in the sense of Rhino”. However, they did feel disappointed that the media only emphasized the violent part of the resistance in its reporting. After all, such news is much more sensational than civil disobedience or peaceful protests. She was not aware neither where the Rhino inhabitants went, nor whether they had been compensated. Neither was she aware of the usual process of dealing with such issues but commented that there was an impressive number of police officers removing the inhabitants of Rhino.
SUSI is located in immediate proximity – less than 50m – to a controversial, newly-built, three-star hotel, the Green City Hotel Vauban:
Green City Hotel Vauban’s lobby, July 2013
Green City Hotel Vauban’s façade with remnant paint bomb markings, July 2013
In their turn, staff members at the Green City Hotel Vauban were responsive and willing to partake in an improvised, short-notice interview. They seemed to take their PR aspect of the job seriously. They confirmed that plans for the project began three years ago, in 2011, with the name of the hotel Green City Hotel Vauban admittedly stemming from the character for which the area is famous. The interviewed Assistant to the Manager, Ms. Nadine Regel, stressed the uniqueness of the hotel in its dual emphasis on inclusion and ecology. By inclusion was meant the employment of handicapped or disabled staff. The ratio of disabled staff working at the hotel was 11 out of 19. All of the jobs were taken on by local people from Freiburg. However, only 3 out of the 49 rooms were wheelchair accessible. Since the hotel employed handicapped people, it has almost twice as many employees than a hotel this size normally does (around 10-11 employees according to Ms. Regel). Therefore, the hotel bore an additional cost to provide more salaries. The ecology aspect consisted of planting flowers and plants in pots placed on windows, expecting them to grow and provide insulation – warmth in the winter and coolness and shade in the summer. Moreover, the energy-saving aspect consisted mainly of having installed solar panels on the roof and water-cooling walls to avoid using air conditioning in the summer. Ms. Regel confirmed the hotel’s practice to encourage guests not to request to have their towels or sheets washed and changed every day. However, she clarified that if the guest preferred it, they would adhere to the “customer is always right” rule and change them every day. Car parking was also discouraged since there was limited possibility (12-14 spaces) in the area reserved next to the hotel which included a per diem parking tariff of 5€.
When questioned about the history of the hotel from its inception, design, construction, completion and everything in between, Ms. Regel was evasive, maintaining that she was a recent hire (since beginning of June 2013) and did not possess this knowledge. When pressed to name some hurdles the project may have faced, she mentioned that the architect hired for this hotel had no experience in building hotels before. The Assistant to the Manager did not know why the architect was hired in the first place then. Moreover, when questioned about the land’s use before the hotel plan, she stated that there had previously been people living there, though not on developed residential land, but in caravans and RVs without legal property rights to the land. Ms. Regel acknowledged that there were some “problems” with the previous albeit-illegal occupants of the land. She confirmed that there were protests but that overall the hotel would benefit local businesses by providing accommodation during big, popular events such as the famous Freiburg summer jazz festival.
When asked to comment on whether SUSI feels that the hotel is exploiting Vauban’s reputation of a green district and Freiburg’s of a green city, the first interviewee living at SUSI could not confirm the co-operative community’s previous accusations that that the hotel is involved in greenwashing. According to her, the main issue is that “housing is required in Freiburg and a hotel does not help solve this problem, that both the hotel and the housing units which have been built are expensive and large, so that only rich people will be able to afford them, while more and smaller units could have provided room to live for a broader range of and more people”. Moreover, she stressed that there has been criticism that the handicapped and disabled people employed at the hotel do not earn as much as non-handicapped employees. This does not support Ms. Regel’s aforementioned argument that the hotel incurs higher costs in salaries for hiring more people. Finally, she added, however, that she thought it was “good that the building has been done in an ecological manner”.
The question remains whether Green City Hotel Vauban strives to achieve a lower carbon output, reduced energy use and waste as it advertises vis-à-vis its name. Some hotels have encouraged eco-friendly behavior from their guests (e.g. not changing the sheets or towels every day in order to save on washing them up and wasting resources such as water and electricity) but as a whole do not have a reduced carbon impact or cancel this behavior by wasting in other ways. Those in favor of green marketing and greenwashing practices acknowledge this trend as a step in the right direction, better than not even attempting to care for the environment. Generally, at least the hotel is promoting an environmentally friendly way of life. This is in the interest not only of green activists but the entire human population. Furthermore, according to some defenders of the greenwashing trend, such superficial championing of eco causes and practices may actually cause a genuine reduction in damaging behaviors towards the environment. However, as a consumer or customer, one surely feels at least a bit cheated and offended by the greenwasher’s assumption that society is ill-informed, easily-manipulated and/or superficial, in the sense that they do not care enough for reducing their carbon footprint and leading a green lifestyle, but want to merely appear that way, mimicking the greenwasher’s behavior.
In Vauban’s case, the source of the problem – the reason why the heart of Vauban’s community is angered – is multifold. Firstly, the hotel’s construction encroached on land that was not vacant, although the displaced people did not own or claim any legal right to it. They were squatting, highly mobile and living in caravans so technically they could move onto another site. Yet, the community stepped in by organizing and standing up for these people who did not have rights and therefore their voice did not matter in legal terms. Secondly, the decision for the hotel’s construction came from the top, approved by urban planners and administration, but without participation from the civil society. This is a community priding itself in the participatory process of urban planning, coming together as a forum and designing its living space from the bottom up. Since people felt so strongly that the land should not be developed, because in their mind it was already occupied by their community members (albeit illegally), then the disappointment with the administration’s lack of support for the displaced is not surprising. Thirdly, as foreshadowed by the interviewed SUSI occupant, Vauban has more immediate and important issues at present that require creating affordable housing for those in need rather than erecting a building to house short-term eco-tourists. The question remains whether the city of Freiburg needs more hotels. There are plenty inside the city and even more around the popular hiking destination of the Black Forest to choose from.
Finally, the fourth reason is the hotel’s greenwashing practice of exploiting the city and the community’s reputation for private gains. This accusation is made apparent through the white banner hung on the SUSI building, mocking Vauban’s claim to fame and welcoming the visitor to “Greenwash-City”. The public seems to agree that using the “green’ adjective to describe the hotel is misleading and utilized only to advance the hotel’s monetizing aims. This is echoed especially in the local media, which stipulates that the hotel makes no mention of the fact that it has not been constructed to “Passivhaus” (passive house) standard of high energy efficiency and much less energy consumption. Although commercial buildings in the district are not required to be built to this standard according to the administration, this is not the case for new residential buildings in the eco-district (Forum Vauban). By omitting to state this fact, Green City Hotel Vauban overstates its commitment to the ecological aspect of its design and operation and thus misleads the public for private gains.
The banner hung on the SUSI building’s fence, July 2013
Nevertheless, its claim is that private gains are also social gains. By being an inclusive hotel, it empowers community members who normally may not have the opportunity to participate as full members of society. Moreover, people are encouraged to stay at the hotel in order to help the hotel help the handicapped. The model of hiring handicapped persons to empower them through job opportunities is not new but has been replicated in hotels all over Germany. One cannot help but ask then, if the hotel’s main attracting attribute is social inclusion, why not name it “Inclusive Hotel Vauban”? Is the “Green City” in the name just a way to acknowledge Vauban’s reputation but not to directly profit from it? The line is blurred especially since other commercial franchises in the district have avoided using the word “green” in their title perhaps precisely so that they do not fall into a greenwashing trap.
References
Forum Vauban. Last accessed September 18, 2013. Available at http://www.vauban.de/forum/index.php
Investopedia. Greenwashing Definition. Last accessed September 18, 2013. Available at http://www.investopedia.com/terms/g/greenwashing.asp
Purvis, A. (2008). Is this the greenest city in the world? The Observer, Sunday 23 March, 2008. Last accessed September 18, 2013. Available at http://www.theguardian.com/environment/2008/mar/23/freiburg.germany.greenest.city