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W A T E R M A R K

ART AS A CATALYST FOR ENVIRONMENTAL AWARENESS AND NATURE EXPERIENCE

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What is Frisian? What is Dutch?

What represents us? Who do we want to be?

The ideas we have of ourselves are the most

decisive for our future.

WATERMARK IS ABOUT IDENTITY, ABOUT WHO WE ARE, OR WANT TO BE

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Carine van Steen beeldend kustenaarMaarten Rens digitale visualisaties en project begeleiding

L A N D A R T

A G R I C U L T U R A L N A T U R E P R O J E C T

W A T E R M E R KW A T E R M A R K

Carine van Steen - artistMaarten Rens - producer and digital visualizations

Sjoerd Miedema - ecological farmer, Miedema NatuurlijkJanna van der Meer - Meer Communicatie

ART AS A CATALYST FOR ENVIRONMENTAL AWARENESS AND NATURE EXPERIENCE

1 March 2017

L E E U W A R D E N - F R I E S L A N D E U R O P E A N C A P I TA L O F C U LT U R E 2 0 1 8

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INDEX PROJECT DESCRIPTION

LAND ART WATERMARK 7WATER AND MIENSKIP 8SELF-IMAGE 9FARMER AND ARTISTS FIND EACH OTHER 11‘LYTSE DEELEN’, IS A LIVING LAB AHEAD OF ITS TIME 15HISTORY OF THE SITE 17GODWIT, NATIONAL SYMBOL 18DEVELOPMENT OF THE DESIGN 20SETTING THE DESIGN LAYOUT IN PEAT MEADOWS 21

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WATERMARK AS A PLACE TO LEARN SUSTAINABLE FARMING 25WATERMARK AND RECREATION 25SAILING THROUGH THE LEG 27CULTURAL EVENTS AT WATERMARK 29WATERMARK ON BREAKFAST TABLES AT HOME 32MERCHANDISING 33CROWD FUNDING IS MIENSKIP 34

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TABLES, ADVERTISING PLAN AND TARGETS 36SCHEDULE 40

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BUDGET 42

SUPPORT / RECOMMENDATION COMMITTEE 44

PR AND ADVERTISING PLAN

LISTINGS

BUDGET AND FINANCING SCHEME

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P R O J E C T D E S C R I P T I O N

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WATERMARK as a symbol, represents the relationship between people and nature. The importance and its significance are enhanced by the cooperation with ecological farming, thus deepening our eco-consciousness. WATERMARK will become a beacon, inspiration and driving force behind eco-education and reform for sustainable agriculture.

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LAND ART WATERMARK

WATERMARK is a landscape design of the ‘Iepen mienskip program’* of Leeuwarden, Friesland, 2018 European Capital of Culture.

WATERMARK will cover an area of 400x400 meters, the size of about 20 football fields. The artwork will be excavated in the Friesian peat meadows and situated close to Heerenveen, under an international flight path. You can see WATERMARK from flying aircraft. The artwork will be seen on maps and on Google Earth. The pattern of ditches shows a large woman, protectively arching over three smaller people. The image represents harmony between nature and culture. It shows humanity’s unity and its connectedness to nature.

WATERMARK is also the visual translation of the Frisian term “Iepen mienskip*” because one figure is different. While part of the group, she sees the whole thing upside down and looks at everything from a different angle. WATERMARK is about people, land and water, about belonging, protection and respect. It is about our identity, about us, our country and our society.

WATERMARK is an image that speaks in body language, the universal language that people and animals learn before birth. The ink with which the image is drawn is water, and that makes it a Dutch-Frisian symbol.

The significance and symbolic value of WATERMARK as an idea about society is enhanced because WATERMARK is linked to the practice of nature-centric farming. This makes the artwork a catalyst for understanding between people and nature, leading to a richer experience of nature and environmental awareness.

* Iepen Mienskip, open community, the main theme of Leewarden Friesland 2018. Mienskip: the sense of community, solidarity of Frisians in addressing challenges of collective interest.

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WATER AND MIENSKIP

Our country is to a great extent made by ourselves. With combined forces we have made land from water. For us, the wild element, water, represents our relationship with nature.

It has become a beautiful symbiosis. We have come to understand water and learned to work together with it.

The global, water-related problems we can expect as a result of climate change, demand solutions. Watermark is a symbol that provides a clear composite picture of the Frisian - Dutch spirit and our relationship with water. As such Watermark can, both inside and outside our borders, be a reference to parties seeking these solutions, and thus render positive impetus to our business community.

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SELF IMAGE

What is Frisian? What is Dutch? What represents us? Who do we want to be? The ideas we have of ourselves are the most decisive for our future.

Images often say more than words. But what images can summarize something as complex as our national character, our commitment and spirit? What images distinguish us and show where our strengths lie? Besides all the layers of meaning surrounding hydrology, people and nature, on togetherness and community, it is the contagious gaiety of the image that is its greatest power.

We are who we think we are. By seeing ourselves and presenting ourselves as social, loving beings, we can, instead of oppose, stand next to each other. Iepen mienskip offers a civilizing perspective that can inspire a positive image of ourselves. WATERMARK shows the cheerfulness, passion for life, and playfulness that comes with it.

10WATERMARK, projected onto the agrarian nature area “De Lytse Deelen”

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FARMER AND ARTISTS FIND EACH OTHER

Through an article in the Leeuwarder Courant, WATERMARK has found a location in Friesland. Eco-farmer Sjoerd Miedema of “Miedema Natuurlijk”, responded immediately to the artist’s concept.

Miedema is eager to excavate WATERMARK in his land, the agrarian nature area “De Lytse Deelen”. He envisions his company as a model for nature-centric agriculture and sustainable peat land management, with links to education centres for agriculture. Miedema sees WATERMARK as a logo and symbol for the mentality that underlies sustainable farming. Indeed, WATERMARK as a link to the practice of a nature-centric farming business, enhances the significance and symbolic value of the artwork as an idea about society. It acts as a catalyst for understanding between society and nature, resulting in a deeper underlying eco-consciousness. Thus WATERMARK becomes a beacon, inspiration and driving force behind eco-education and reform for sustainable agriculture.

Over 20 years, a beautiful agricultural environment has developed on his 32-hectare site near Aldeboarn, showing that farming with high groundwater is very workable. With WATERMARK Miedema wants to draw attention to the value and importance of sustainable farming. Miedema mows only in the summer when the young birds are grown up and have flown away. On his land, he keeps the groundwater at a high level. In his wet peat meadow, his cattle graze from early spring to late autumn. By allowing higher water, biodiversity has increased enormously. Besides other birds, godwits have returned in large numbers to his land. And on swampy ground, he has no mouse plague. Through natural fertilization, an herbal pasture has risen. The water in De Lytse Deelen is of exceptionally high quality. And if this is not convincing enough, then the milk, butter, cheese and meat that come from this land, these cows, and this way of farming.

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from -- YESTERDAY -- to ------------ TODAY >>>>>>>>>>>>>>>> tomorrow --------------------- and --- the day after tomorrow

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from -- YESTERDAY -- to ------------ TODAY >>>>>>>>>>>>>>>> tomorrow --------------------- and --- the day after tomorrow

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DE LYTSE DEELEN, IS A ‘LIVING LAB’ AHEAD OF ITS TIME

For nearly 20 years, eco-farmer Sjoerd Miedema has been practicing his nature-centric farming. He lives what provincial policy ‘Living Lab’ teaches, discusses and promotes. Under the motto “Miedema Natuurlijk, more biodiversity” he is able to realize environmental objectives. For years now he has successfully run his business. Through his farm, he shows that nature and culture, ecology and economy can reinforce each other and that ecological farming is profitable in many ways. He lives well.

No words but deeds: an inspiring example. Where possible, Miedema increases the land’s water level in springtime, so that all kinds of little animals come to live on the surface of the pasture. By fertilizing with rough mature manure from the deep litter, mixed with natural waste from the Forestry Commission, the grassland birds find more food. His cows are cross-breeds of Holstein and Blaarkoppen, which can graze on wetter pastures and tolerate structure-rich food well. They give less milk, but are less expensive to maintain.

Without chemicals or antibiotics Miedema produces superior, eco-quality dairy and meat. He wants to convey his story and philosophy of nature-friendly farming and wants his eco-farm to be an inspiring example.

The costs of the construction and use of WATERMARK are small compared with the power and reach of the site as a communication tool.

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“De Lytse Deelen”, situated just north of Heerenveen, in “Het Lage Midden” of Fryslân.

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HISTORY OF THE SITE

“De Lytse Deelen” are situated at The Low Middle of Friesland where we find the characteristic peat-lands of the Netherlands.

Once, wet and impassable bogs covered this lowland. It was infested with mosquitoes. Now you will find a dense network of ditches that provide good drainage. More than elsewhere, this landscape has been created by centuries of interaction between man, soil and water. From the eleventh century, peat was gathered as fuel. Over time, the peat meadows changed through the inseparable connection with ground and water management. Farmers took over the land for agriculture. They began with deep drainage, but as a result, the ground level sank more and more. Those sunken pastures became increasingly wet, eventually usable only as pasture for cattle.

The peat has steadily disappeared from Friesland. Eventually allotments will be the only reminders of the history of the area. Thus, the identity of the landscape changes. In several places this has already happened. The loss of attractive landscape means that recreationists stay away, and thus we see loss of revenue. For the good of the province, more economic pillars beyond the necessary livestock are needed. Because of this, and due to environmental factors such as climate change, peat meadows urgently require a new approach. Fortunately, the subsidy flows have shifted from agriculture to rural development, environmental objectives and nature. The height of the water level in the summer (the summer level) is one of the main themes. In consultation with all stakeholders, Friesland is developing a vision for the future of the peat area. Miedema’s farming is an inspirational example.

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Eighty-five percent of all godwits breed in the Netherlands. The godwit is a typical meadow bird. “And therefore rightly the national bird,” says Kees de Pater of Netherlands Bird Protection. “Nowhere do godwits breed as robustly as in our country. Even within the city limits of Amsterdam, more godwits breed than in the whole of Britain and France together.”

But unfortunately, the godwit is under pressure, due to our increasingly intensive agriculture. In 1960, the godwit was a common bird with approximately 120,000 breeding pairs. This year there were fewer than 30,000. In 2016, only 4,000 young birds survived. According to the Royal Society for the Protection of Birds, this historic low is not enough for preservation of the population. They want to turn the tide by, among other efforts, establishing a network of bird-friendly farmers, who are able to combine their business with care for grassland birds. Sjoerd Miedema is one such farmer.

GODWIT, NATIONAL SYMBOL

WATERMARK also makes a concrete contribution to the preservation of the godwit meadow bird. With its many ditches and natural banks, it provides ideal nesting opportunities for this wader.

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SHOW ME YOUR LANDSCAPE AND I WILL TELL YOU WHO YOU ARE

Johan van de Gronden

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DEVELOPMENT OF DESIGN

Once it is clear that WATERMARK will be executed, the draft will be further elaborated and adapted to define

• the landscape and demands related to water retention (peak storage), accessibility, agricultural use, et cetera

• the precise size of WATERMARK • a connection of WATERMARK to the nearby Nijdiep, with a sluice between them• a carpark• an access path to the WATERMARK area• a location for 1 or 2 viewing hills or amphitheatres• a design for the viewing hills or amphitheatres• the location of a bird watching tower• the design of a bird watching tower• the location and construction of a fishing dock and diving board• planting and landscaping

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Light clayLight sabulous clay

Peat on sandPeat

SandHeavy clay

Heavy sabulous clay

LAY OUT OF THE DESIGN IN THE PEAT MEADOWS

The design will be projected in AutoCAD to scale it into the cadastral map of the area.

All GPS coordinates of the design can be extracted from the AutoCAD drawing. These coordinates are plotted with pickets in the landscape to the centimetre. The contractor will then excavate the contours.

Miedema Natuurlijk

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Keep calm and carry on....

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P R A N D A D V E R T I S I N G P L A NW A T E R M A R K A S A L E A R N I N G A N D R E C R E A T I O N A R E A

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WATERMARK AS PLACE TO LEARN SUSTAINABLE FARMING

In the summer of 2018, Leeuwarden, Friesland, will be the Cultural Capital of Europe. Under nature protective conditions the Watermark area will be accessible to the public. Watermark will be officially opened with a festive cultural event.

With WATERMARK as logo and symbol of the mentality behind sustainable farming, Miedema gradually wants his company “Miedema Natuurlijk” to become a learning and internship centre for green education. Under expert guidance of nature organizations, educational group trips, workshops and school trips will be organized in the WATERMARK area.

WATERMARK AND RECREATION

Outside the breeding season, under protective conditions, WATERMARK is accessible to the public. For example WATERMARK safaris for adults may be organized, as well as VIP packages for individual tours.

Throughout the year a bird watching tower gives a view of the birds in the area.

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If the weather is nice, you can take a dip and swim in the abdomen of Mother Nature or sail through the artwork with a whisper boat. And if winter weather is cold enough, you can ice skate with your family on the ditches. This way people will become part of the artwork.

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RECOGNITION

Until a few decades ago, we had never seen the Netherlands from above, yet we knew how the Netherlands looked. Through maps, every child knew the shape of our country.

Standing in the countryside you will not be able to grasp WATERMARK entirely. But if you are there, you’ll recognize where you are. After all, through pictures and publications you’ll know the image by heart. WATERMARK comes under the East-West airline. The size of the land art is aligned with the planes flying over it. To balloonists WATERMARK is an interesting launch site, and also drone pilots will enjoy exploring the site from above. Moreover, the bird watching tower and the amphitheatre will give so much visibility to the work of art, that in your mind you can easily complete the picture. It is this inner visualization that helps anchor the image and its meaning in your memory.

By linking the land art to an app, you can navigate on your phone where you are, while going through WATERMARK. This is especially nice for children. You can share the details you see with other users of the app.

In addition to the recognition of the shape of WATERMARK we want the underlying idea to be recognized. With the artwork on Google Earth and visible from the air, WATERMARK can become a brand which puts Friesland as ‘Iepen mienskip’ literally on the map.

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CULTURAL EVENTS IN WATERMARK

Writer and poet Janna van de Meer, wife of Sjoerd Miedema, will ensure WATERMARK is also a place where cultural events can be organized:

“Watermark is a place to commune with nature and culture in the heart of Friesland. I envision an amphitheatre, a mound with seats and a beautiful view over the artwork.

For instance the performance of “Brass and Birds” (a brass band playing with nature sounds) would be a perfect match, with the philosophy and natural look of WATERMARK. And Theatre Pier 21 has asked us whether they can perform a play at our meadow.

There is a need for beautiful places in nature where cultural events can be held. This could be the place for this in Friesland. And after a performance, the public can take a dip in the womb of mother earth”.

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- - - - - - - - - V I TA L I T Y - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - P L AY F U L N E S S - - - M I RT H

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- - - - - - - - - V I TA L I T Y - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - P L AY F U L N E S S - - - M I RT H

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Imagine how powerful and wide-spread the message about ecological farming would be, if WATERMARK became the logo for all farmers and products of the ecological agricultural business.

Imagine what it would mean to Friesland if WATERMARK became a hallmark for the best milk, and would be seen at breakfast tables in the homes of people in whole of the Netherlands and abroad on butter wrappers, milk cartons, cheese packaging, and the like....

WATERMARK AT HOME ON THE BREAKFAST TABLE

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MERCHANDISING

Flags, stamps, money, family crests, and watermarks have traditionally proven to be image media that communicate and influence national identity.

Both the form and the idea can be enshrined in the collective consciousness by publications and the dissemination of posters, T-shirts, flags, stamps, coins and so on. Google Earth and the app will certainly be a strong help.

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CROWD FUNDING AND THE POWER OF MIENSKIP

We knew in advance that such an ambitious project as WATERMARK would require effort. It is up to the Frisians to determine if this artwork represents what Friesland and the Frisians are, or want to be. After all, it’s about them, their land, their identity, their society.

If, however, Frisians should recognize themselves in WATERMARK and feel that it shows their power and joy, the project will not be difficult to realize.

The Cultural Capital has ‘Iepen mienskip’ as a main theme. With this theme, Friesland wants to present itself internationally. It says a lot about the strength of the Frisian mienskip if such a prestigious project like WATERMARK can be achieved.

It would show a convincing commitment, if the Frisians, through crowd funding, contribute to the project.

With such a clear ‘Yes’ by the Frisian population, the government cannot stay behind, and various funds will be more willing to contribute.

What will the Frisians get in return? Apart from a lovely agrarian nature area, where one can learn about sustainable farming and peat meadow management, it is a place for recreation. You can sail through arms, legs and bodies of the artwork, go fishing, or swim in the bosom of the earth. And in wintertime, when it is cold enough, you can go ice-skating with the whole family on the ditches. This way the Frisians become part of the art work, which besides all other layers of meaning also represents the close-knit community of families.

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But most important for Frisian people is, when in 2018 all eyes are focused on what’s happening there, that the Frisian mentality of iepen mienskip is represented in a lasting work of art, showing Frisian determination can move mountains. That is Friesland branding at its very best.

The infectious joy of the image is its power. It shows a confident society, who, for the purpose of a sustainable, healthy planet and a safe, respectful society, dare to enter into the challenges of our time. It shows a society that radiates ability to meet the most ambitious goals and its ability to join forces to realize them. What, in a society and economy, can be more constructive than that?

Moreover if Frisians do indeed adopt WATERMARK, it will, for years to come, become a measure of Friesland’s well being.

It’s for the theme ‘Iepen Mienskip’ that Leeuwarden, Friesland was elected as European Capital of Culture 2018. If things go well, this fresh breeze of positivity, of big heart and good sense, will blow from the North over the Netherlands and Europe.

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TABLES AND ADVERTISING PLAN TARGETS

In 2014, we introduced WATERMARK as an “Iepen Mienskip” project to the organization Leeuwarden - Friesland, Cultural Capital of Europe 2018. For this project we worked with Frisian citizens and organizations. In objective, as well as in timing, we are fully connected to the organization of the Cultural Capital 2018. Thus we can take full advantage of the local, national and international press contacts and the PR and publicity policies of the organization. They expect four million visitors.

“MIEDEMA NATUURLIJK” AS TRAINING COMPANY

• teachers and students in agriculture, cattle breeding and ecology of universities, primary and secondary education

• farmers and policy makers of agrarian nature

OTHER TARGETS FOR WATERMARK

• recreationists, eco - nature - culture tourists, fishermen, birdwatchers, balloonists, drone pilot filmmakers

• travellers flying to or from the Netherlands via the east-west line over Heerenveen

L I S T I N G S

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OPEN TO THE PUBLIC

• in the summer of 2018 WATERMARK will be opened with a festive cultural event• rental whisper boats• a balloon company uses WATERMARK as an ascent location• educational watermark safaris for adults and individual VIP arrangements• cultural events are organized in the area several times a year• an amphitheatre / viewing hill and a bird watching tower overlook WATERMARK and cultural

events

THE ARTWORK IS VISIBLE IN

• WATERMARK logo on all publications• branding of sponsors• new maps• Google Earth• an app that shows your location in the land art area• from the air, with planes flying overhead, balloons, drones• a video presentations on planes and publications in journals such as The Holland Herald• merchandising products

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WATERMARK ON THE WEBSITES OF

• Leeuwarden - Friesland 2018• Stipe Keunstwurk & CH2018• Tourist offices• Province of Friesland• City of Heerenveen• Financiers• Schools for green education• IVN. Institute of Nature Education and Sustainability• Balloon Company• Miedema Natuurlijk• The artist’s website• Twitter, Facebook and apps• Nature and Environmental Organizations• an animation will be created on how WATERMARK can be used by students, school classes,

eco-tourists, recreationist and the like. The movie will be shown on all relevant websites

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WATERMARK AS BRAND OF ECOLOGICAL PRODUCTS

• WATERMARK will be proposed as a hallmark for ecological dairy and meat products to the Inspection Department

MERCHANDISING CAN BE LINKED TO FOLLOWING PRODUCTS

• T-shirts, flags, stamps, coins, postcards, posters distributed to tourist offices in several cities, souvenir shops bookstores etc.

SPONSORSHIP

• We are looking for sponsors who can include WATERMARK into their own branding

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TIME SCHEDULE (to be updated)

May 2017 end funding. Go or no goJune 2017 launch PR campaignSummer 2017 excavationWinter 2017 production merchandising productsMay 2018 breeding season godwitsJune 2018 opening to the public

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B U D G E TA N D

C O V E R A G E P L A N

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Carine van Steen artist 40.000Maarten Rens producer and digital visualizations 40.000Technical project supervision 8.000Land ownerCompensation Miedema ground surface 3,20 ha 48.000 153.600Salaries Miedema 30.000EarthworkPreparation / surveying / plotting 1,00 5.000 5.000Excavation to 1.0 m below with GPS 34000,00 KBMeter 1 34.000Processing soil / amfitheater / vieuw hills 51.000Culverts 4,00 piece 250 1.000Miscellaneous ramps etc 8.000Design environmentSignage 10.000Access path 25.000Planting 20.000Office rent artists 8.000Insurances 3.000Accountant 3.000

Subtotal realization 439.600Contingencies 10% 43.960 483.560Public servicesWhisper boats 60.000Solar panels for whisper boats 15.000Bird tower 50.000App and website 30.000PromotionPromo video 15.000Stock merchandise 10.000Distribution merchandise 2.500

Subtotal exploitation 182.500Contingencies 10% 18.250 200.750

Total 684.310

Budget project WATERMARK March 2017

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COMMENTS

Sjoerd’s “Miedema Natuurlijk” is a functioning, profitable ecological business.

WATERMARK, branding and exploi-tation is costly. With WATERMARK, Miedema will have a communication tool, by which he can reach a vast audience.

The maintenance and further dis-closure of the area will gradually be developed and paid by sponsorship, merchandise and education, where-by activities will be scaled to fit the funding.

Realization artworkPOP3 water 150.000Wetterskip 150.000Bouwfonds 150.000Iepen Mienskip Funs 35.000

450.000Exploitation

Dairy industry 50.000Merchandise 30.000Crowd funding 119.310

234.310

Total 684.310

Coverage plan WATERMARK

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SUPPORT / RECOMMENDATION COMMITTEE:

Leeuwarden - Friesland 2018Stipe, Judith Baarsma, project leaderIt Fryske Gea, Henk de Vries, director, advisor WATERMARKIt Wetterskip, Oeds Bylsma, directorJohan van de Gronden, former director of WWFFriese Environment Federation, Hans van der Werf, directorRijkswaterstaat, represented by Robert Verheulen, landscape architectBureau Nieuwe Gracht - Urban Environment Landscape, Wim Keijsers, Director

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Carine van Steen www.carinevansteen.nl carinevansteen@dds.nl +31629006965Maarten Rens www.maartenrens.nl

Sjoerd Miedema www.meermiedemanatuurlijk.nlJanna van der Meer writer / poet

www.jannadichterbij.blogspot.nl and groentjeopdeboerderij.blogspot.nl

This booklet is regularly updated. Refer to the latest version on:www.carinevansteen.nl

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© 2017 van Steen - Rens