Urbia invested R$133 million in infrastructure and security
Ibirapuera Park will turn 70 years old on August 21, 2024. Symbol of São Paulo, the 1,584,000 square meter area designed by architects Oscar Niemeyer, Ulha Cavalcanti, Zenon Lotufo, Eduardo Kneese de Mello and caro de Castro Mello and by landscaper Augusto Teixeira Mendes has an emotional connection with the São Paulo native, which can now also be extended to brands.
In 2019, the park began to be managed by Construcap, under the name Urbia, in a contract signed with the City of São Paulo and made official a year later. In total, Urbia has invested R$133 million in infrastructure and security works since taking over the concession. In 2024, an additional R$70 million is expected.
The company holds concessions for the management of public parks in the capital of São Paulo and the southern region of the country. In So Paulo, responsible for Ibirapuera, Lieutenant Brigadeiro Faria Lima, Jacintho Alberto, Jardim Felicidade, Eucaliptos and Lajeado, in addition to Horto Florestal and Parque da Cantareira, both located in the North Zone of So Paulo. In Rio Grande do Sul, it manages the visiting areas of the Aparados da Serra and Serra Geral (Cnions) National Parks, in Cambar do Sul. It also operates in the Iguau National Park, in Foz do Iguau, in Paraná.
Brands tour
Nike, Centauro, Renault, Braskem, Ambev, 3 Coraes, Kibon and RedBull have annual contracts with Ibirapuera, which also has specific agreements with other brands. The challenge is to provide quality spaces, sports, gastronomy and relaxation areas. Partnerships also accelerate the execution of projects that require financial support and help with solutions for the use of spaces.
It is essential that brands are connected and in tune with our gesture concepts. We guarantee the balance of spaces, with adjustments that do not impact the natural environment. We offer spaces with lots of nature and environmental preservation in harmony with human use. Giving the population access to these green spaces, within the country’s largest metropolis, is our mission, says Samuel Lloyd, Urbia’s commercial director.
The first partnership was signed with Grupo SBF, owner of Centauro and Fisia, Nike’s official representative in Brazil. The North American brand built five multi-sport spaces open to the public and, in 2022, renovated two basketball courts, improved the society football field, opened two sand courts and a space dedicated to skateboarding. Free football and running training is also offered.
Our mission is to make sport a daily habit for everyone. Being in Ibirapuera means being in the hearts of sports lovers in So Paulo, which ends up being an increasingly close and real connection between Nike and its consumers, argues Gustavo Viana, marketing director at Fisia.
The park also houses two sports courts sponsored by Gatorade and two tennis courts supported by Renault, which is also responsible for installing three chargers for electric cars. Centauro set up an arena measuring around a thousand square meters and three floors. According to Fernanda Arechavaleta, director of marketing and reputation at the retailer, the idea came up with the purpose of transforming the space into an epicenter for sports enthusiasts, connecting the public with brands through experiences, services and content.
Our idea is to encourage and serve the sporting journey of millions of people, including those who practice physical activity, who consume sport as entertainment, or who live this lifestyle, thus becoming the preferred sports retailer for consumers and brands, plans the executive .
Classes of various types, events, rental of balls, rackets and yoga mats, as well as minor repairs to skateboards and bicycles, are part of the scope of free services provided to the public. There is also an area to try tennis, operated with partners. We are increasingly aligned with the brand’s purpose: to mobilize people, boost sport and transform lives, highlights Fernanda.
Centauro also renovated the jogging track, installed nine stretching stations and eight gym stations. We believe in the transformative power of sport. It’s an opportunity to get closer to our audience and improve the sporting experience in the largest park in Latin America, adds Fernanda.
In gastronomy, the support of Ambev. Since 2021, the company has contributed to improving infrastructure and product standardization. The coffee category is the responsibility of 3 Coraes, Ibirapuera’s official coffee brand. It also supports cultural events.
Zero waste
Alongside Braskem, Urbia invested in the Waste Management Plan, shortening the achievement of the Lixo Zero brand by two years. The next step is to make Ibirapuera the most sustainable park in Latin America by 2030, through awareness-raising actions about correct waste disposal.
The waste is sent to the recycling center, which optimizes separation and reduces the risk of contagion, while also providing environmental education to visiting schools.
We want to contribute to actions that promote awareness about conscious consumption and proper waste disposal, and reinforce that, if disposed of properly, plastic plays an important and positive role in our daily lives, reiterates Ana Laura Sivieri, marketing and communications director at Braskem, responsible for the 500 trash bins available in Ibirapuera. They gained a new design to include the company logo and instructions for disposing of materials.
Read the full report in the print edition of January 22nd
