Austria
Introduction
In March 2016, the Bamberghaus at Getreidemarkt 3 in Wolfsberg was transformed into a
marketing platform for regional producers under the name “Haus der Region”, a project
funded by the EU-LEADER programme. For this purpose, selected rooms of the
Bamberghaus were adapted by means of extensive construction and furnishing measures
and converted into a vinotheque with an integrated gourmet shop. In addition to the
excellent wines of the Lavanttal winegrowers. In addition to the excellent wines of the
Lavanttal winegrowers, the Haus der Region gives regional direct marketers space to
present and market their high-quality products.
Presentation of the project
The “House of the Region” is located in the centre of the municipality of Wolfsberg. In the
course of the project, the house was revitalized and converted into a regional shop. About
170 regional producers (farmers, direct marketers, artisans and social institutions) offer
about 1700 products (food, handicrafts, souvenirs). The comprehensive regional product
range ensures the individual, needs-oriented compilation of gifts, which are lovingly
wrapped and also delivered by appointment.
In addition to the sale and tasting of Lavanttal specialities, various events are planned and
carried out in the “House of the Region” with the involvement of partner companies to raise
awareness of the topics of regional products, health and sustainability (theme workshops,
product tastings, lectures, readings, seminars, workshops).
A focal point in the shop is the vinotheque, where many wines from the regional winegrowers
are presented and sold.
The “House of the Region” is run by the Lavanttal Employment Initiative in cooperation with
the Public Employment Service (AMS). The initiative was set up to help people looking for
work (women returning to work, women 50+, etc.) to re-enter the labor market. Labor market
integration includes, for example, qualification measures, consulting and coaching services
as well as job placement. Since the start of the project, over 100 people have already been
placed in the labor market through this initiative.
Due to the success of the project, the “Genussladen St. Paul” branch was opened in April
2021 as part of another LEADER project.
The two project locations now generate an annual turnover of around half a million euros,
with the added value flowing entirely into the region.
The following can be defined as project objectives: regional value creation and circular
economy, revitalization of the town centre, expansion of the tourist infrastructure, local supply facility, expansion of employment opportunities and reduction of the unemployment
rate.
LAG Regionalkooperation Unterkärnten played a key role in the development of the projects.
In addition to providing the network, active support was provided during implementation.
LEADER funding laid the foundations for the implementation of these projects with supra-regional appeal.
Emblematic character of the project
In its conception, the House of the Region made a significant contribution to promoting
regional and cross-sector networking. A continuous exchange between producers and close
cooperation with partners from the fields of culture, tourism and gastronomy ensure the
success of these projects.
The implementation of projects such as these strengthens the circular economy and thus
reduces the region’s ecological footprint. The local economic cycle and increased regional
added value make the region more resilient to other markets.
Through cooperation with the Austrian Public Employment Service, this also leads to the
creation of jobs and thus to an improvement in the labor market situation, especially for
older job seekers and the long-term unemployed.
This project can be implemented as often as required if there is product diversity or small-scale agriculture in a European region.
Pictures
LBI – Lavanttaler Beschäftigungsinitiative
LAG REGIONAL COOPERATION LOWER CARINTHIA
AUSTRIA – CARINTHIA – LOWER CARINTHIA
