Hoshino Resorts’ first hot-spring town revival program
Hoshino Resorts (Location: Nagano Prefecture, Karuizawa / CEO: Yoshiharu Hoshino) conducted a revival program of a hot-spring town with the cooperation of the region, civilian and public services, the “Nagato Yumoto Onsen Tourism Town Development Plan: ‘Yu-novation’ through the strength and riches of the region.”
By January 2020, public facilities will be installed, such as parking for day visitors and a bamboo forest stairway. Then, by March of the same year, the public outdoor bath “Onto,” the core facility of the town revival program, will re-open, as well as a souvenir shop and a bar built on formerly empty houses. In order to promote the development of a sustainable tourist town in the hot spring town after its development, the next generation of local ryokan owners will take the lead in establishing an entity to manage the entire hot spring town to improve the value of the area. A new era will begin with the new management of the town.
“Nagato Yumoto Onsen Tourism Town Development Plan”
Nagato Yumoto Onsen was once a historic hot spring town visited by the lords of the Mori domain (also known as Choshu domain or Hagi domain). During the period of high economic growth, Nagato Yumoto Onsen flourished as a hot spring town visited by many travelers. However, as the style of travel changed in recent years, the number of guests staying at the hot spring resort decreased. Therefore, Nagato City took the initiative in 2014 to revitalize the hot spring town, and in January 2016, Hoshino Resorts was entrusted with the Nagato Yumoto Onsen Master Plan (*2) of the hot spring town. Based on the master plan proposed by Hoshino Resorts on the commission of Nagato City from January to June 2016, Nagato City formulated the the “Nagato Yumoto Onsen Tourism Town Development Plan" in August 2016 to create an attractive hot spring town, a collaborative effort among the local community, the private sector and the public.
Nagato Yumoto aims to become one of the top 10 hot springs in Japan by creating a town that maximizes the attractiveness of the land, including its landscape and tourism resources. In addition, Hoshino Resorts' CEO established the Design Council, which provides concrete proposals for town planning, and the Promotion Council, a decision-making body. Under this promotion system, the plan was able to start concretely in May 2017.
Nagato Yumoto Mirai Project（＊3）：http://yumoto-mirai.jp/
＊See Appendix for 1,2,3
“Hoshino Resorts × Hot Spring Town” initiative
At Nagato Yumoto Onsen, local residents, businesses, and the government have shared their vision and promoted various initiatives, such as social experiments (*4), in which they temporarily experience a vision of the future and examine issues to utilize the public space centered on the Otozure River, the formulation of landscape guidelines for creating a unified and attractive hot spring town landscape, and the audition of businesses to participate in community planning projects.
In November 2018, the Otozure River and Taineiji River, which run through the hot spring district, were equipped with riverbed terraces that can be used by day visitors, creating a new seasonal feature in the hot spring district. In addition, in July 2019, the "Otozure Renovation Project" began to create points of attraction by utilizing the vacant houses scattered throughout the hot spring district. Nagato-Yumoto Onsen's original souvenir shops and bars, where you can enjoy a drink while looking at the mountain stream, are scheduled to open, thereby supporting the revitalization of the hot spring district.
In addition, the next generation of local ryokan owners has taken the lead in establishing cafes in renovated vacant houses, developing and operating the outdoor hot spring "Onto," and establishing an entity to manage the entire hot spring district in order to increase the area's value and make it to the "Top 10 Hot Springs Ranking in Japan."
＊4 : See Appendix
Public facilities opened in 2018
Gangi Square and its stepping stones
Autumn Leaves Staircase
Hoshino Resorts, using the opportunity of this revitalization master plan, not only implanted its hot spring ryokan "KAI" brand, but the CEO himself took part in the planning as a committee member of the “Nagato Yumoto Onsen Tourism Town Development Plan Promotion Conference,” the decision-making body for the hot spring town project.
What is next
The hot spring town, which has been progressively developing since 2017, will gradually reopen in January 2020. Major public facilities, such as the newly constructed parking and the bamboo forest steps that welcome visitors, will open first. They are designed to highlight Nagato Yumoto's topography and tourism resources by incorporating landscape and lighting design. In parallel, other facilities will be developed by privates, such as the outdoor bath "Onto," located in the center of the hot spring town and the core property of the tourist town development plan, will open. In addition, several shops, including souvenir shops and a bar, will open after renovating vacant houses.
Outdoor Bath “Onto” Renovation Project
The hot spring has been available for 600 years. "Onto" continues to be loved as a symbol of Nagato Yumoto Onsen, which has the oldest history in Yamaguchi Prefecture. It was decided to be rebuilt into “Onto” in August 2016 due to the continued deterioration of the building and years of operating in the red. For the local community to protect "Onto" and pass it on to the next generation, the next generation of local managers established a new company in April 2018 and took the risk to undertake this renovation project.
The hot spring building, which reopened in March 2020, was established directly above the source of the spring. One can see the "hot spring gush out from the bedrock" when bathing. In addition, one can slowly soak in the 1-meter-deep bathtub to enjoy the "divine gift hot spring," which has continuously flown since ancient times.
The natural hot spring gushing from the bedrock and the statue of Sumiyoshi Daimyojin
New "Onto" open architecture with large windows and terraces
In addition, a restaurant building is on the opposite side of "Onto." They will serve dishes using local ingredients, centering on famous Nagato chicken and tofu. There will also be sweets made with Nagato chicken eggs, herbal teas from Yamaguchi, local sake, and natural wine, and they plan to expand the menu with takeaway snacks to eat while walking around the hot spring district.
Nagato Yumori Co.Ltd.
Joint CEO
Shinichi Ito - Senior Managing Director of Ryokan Tamasenkaku,
Kazuhiro Otani - Vice President of Ryokan Otani Sanso
Masako Aomura - CEO/Yakitori Chikuzen Owner of Homey
Shinichi Shiraishi - CEO/Graphic Designer of Fantas
Public Bath “Onto”- Overview
Development and Operation: Nagato Yumori Co., Ltd. Joint CEO Shinichi Ito and Kazuhiro Otani
Design: Shohei Oka Design Office + Tamura Design Office (Busshozan Onsen - Takamatsu, Kanagawa Prefecture)
Opening: March 2020
Operating hours : 10AM～10PM
Admission Fee: 700JPY (Weekdays)/ 800JPY (Weekends, National Holidays)
Address: 2265 Fukawa-Yumoto, Nagato, Yamaguchi 759-4103
TEL ：Nagato Yumori Co., Ltd. 0837-27-0281
A Brief History of Public Bath "Onto" Development
2016.6 Proposition of a master plan placing “Onto” as the core attraction by our company, rebuilding proposal
2016.8 Nagato Yumoto Onsen Tourism Town Development Plan – Decision to rebuild "Onto"
2017.6 Dismantling of the Former Building
2017.10 Start of Recruitment of business operators for development and operation of "Onto" and catering facility
2018.2 Selection of a business operator for the development and operation of "Onto" and catering facility
*Participation of Hoshino Resorts’ CEO in the examination committee
2018.4 Signing of a basic agreement by Nagato Yumori and Nagato City for the implementation of the project, the start of the basic design, and implementation design
Vacant houses ("Akiya") renovation project
In the master plan, we analyzed the characteristics of hot spring resorts across the country as a strategy to become one of the top 10 hot springs in Japan and set the goal that Nagato Yumoto Hot Spring should be an attractive hot spring town that takes advantage of its nature. For this purpose, we proposed renovations that maximize the attractiveness of the land by expressing the six elements necessary for an attractive hot spring town, such as Nagato Yumoto's topography and tourist attractions: "outdoor bath," "eat-walking," "cultural experience," "migratory nature," "picturesque place," and "resting place."
< 360 years old Fukawa-Hagi kiln's Gallery Cafe >
In the valley near Nagato-Yumoto Onsen, one can find the Fukawa-hagi kiln, which was established more than 360 years ago as the official kiln of the Hagi domain. Even after the Meiji period, each kiln and potter was deeply involved in the tea ceremony, enhancing its artistic quality and continuing its tradition and techniques. In August 2017, "cafe&pottery Oto," a café featuring traditional Hagi ware, was opened by a new generation of ceramists and ryokan managers as the hot spring town development plan progressed. One can enjoy coffee with young artists' bowls, which are easy to incorporate into daily life. There is also a gallery where works for sale are displayed. The owner renovated the vacant house by himself.
< Renovation project by industry-academia-government collaboration >
The Otozure Renovation Project was launched in July 2019, making use of the vacant houses scattered around the hot spring town area to create attractions. In January 2020, a shared house for ryokan employees is scheduled to open as a place where workers who support the hot spring resort can enjoy their daily lives. In March, Nagato Yumoto Onsen's original souvenir shop and a bar where you can enjoy a drink while looking at the mountain stream are scheduled to open. In addition, as part of the efforts to create a landscape, there has been progress in restoring existing shops and houses, and momentum is building toward the revitalization of the hot spring town.
Area Management Business - New Generation, New Era for the hot spring town
Nagato Yumoto Onsen aims to become one of the top 10 hot springs in Japan's hot spring rankings, and various discussions have been held by the private sector and the public administration on the management of tourist spots so that the current development of tourist towns can be continued on a regional basis. An area management organization was established, in which the local community and the private sector are the main actors, as well as a process for the public to agree on business plans and financial resources for managing tourist spots. The new management of the hot spring town is scheduled to start in April 2020, at the same time as the complete renewal of the hot spring town.
In addition, local businesses and residents have set up a council (Nagato Yumoto “Osoto” Outdoors Utilization Council established in July 2018) so that visitors and locals can exchange and have fun in public spaces such as the road running along the river or near the Otozure River flowing at the center of the hot spring town. Considering them as "city courtyards,” the space is intended to be managed and used to create a fulfilled scene in daily life. As for river spaces, the council activity has led to the realization of the "Otozure River Terrace," which allows visitors to enjoy the charm of the Otozure River. This kind of endeavor, started in Nagato Yumoto, for the active use of public spaces is unprecedented in Japan.
< Mission of Area Management Business >
We want people to relate to our vision for our hot spring town. We aim to create and enhance values together with the communities inside and outside the region, sharing our vision, launching initiatives together, continuing this as a business, and realizing reinvestment in the community, thereby making the hot spring town a prosperous place for everyday life.
< Launch of Area Management Corporation >
Promoters: Shinichi Ito, Kazuhiro Otani, Shinichi Shiraishi
Stock Owners: Yumoto Hot Spring Ryokan Cooperative, Nagato Yumori Co., Ltd., Nagato Yumoto Osoto Utilization Council
Establishment: Scheduled for February 2020
"Otozure River Terrace" - Enjoying the charm of the river
Appendix
＊ 1 Nagato Yumoto Onsen Tourism Town Development Plan: ‘Yu-novation’ through the strength and riches of the region
Nagato City formulated this project in August 2016, aiming to make it to the “Top 10 hot spring resorts, based on a master plan compiling the ranking of hot spring resorts in Japan” and in order to create an attractive hot spring resort. This was made in cooperation with Hoshino Resorts and the City, and taking into account the opinions of citizens. The Design Council, which provides concrete proposals, and the Promotion Council, which is a decision-making body in which Hoshino Resorts' CEO participates, were established, and the plan started under this promotion system on May 2017.
＊2 Nagato Yumoto Onsen Master Plan
This plan was developed by Hoshino Resorts on the commission of Nagato City from January to June 2016. It started by listening to the opinions of residents living in Nagato Yumoto, members of the Ryokan Cooperative Association, and other local residents. Hoshino Resorts' CEO conducted interim and final reports to build consensus with the local community. As a strategy to become one of the top 10 in the national hot spring ranking, we analysed hot spring resorts across the country and proposed renovations to maximize the attractiveness of the land by expressing the six elements necessary for an attractive hot spring town (including topography and tourist attractions). Those six elements are outdoor baths, eat-walking, cultural experiences, migratory nature, picturesque places, and resting spaces.
＊3 “Nagato Yumoto Mirai Project”(Project for the Future)
The Nagato Yumoto Mirai Project, launched in the spring of 2017, is a citizen participatory project that organizes, manages, supports, and share information on a variety of activities, including social experiments, resident information sessions, workshops, and events, in order to promote the renovation of the hot spring resort toward a better future.
＊4 The purpose of this project is to share the future vision and issues of Nagato Yumoto Onsen in and out of the region, and to verify and improve it for better regional management. The three main pillars of this project are (1) the utilization of river space, (2) the creation of people-centered road space through the reorganization of transportation functions, and (3) scenic night lights landscape.
For the third time in 2019, from August 8 to August 31, following 2017 and 2018, benches and planters were installed on the road along the river in the hot spring district to create people-centered road space through the reorganization of traffic. The design and layout were proof-tested to serve as a rest area for pedestrians.
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