Page 113 - UNESCO_Zatec_MP_2021

D.2.1.1. – G SWOT C.1.D/4 - SWOT C.2.D/4

PROTECTION OF PROPERTY IN THE FIELD OF ADMINISTRATION
COMPONENT PART 02
- COOPERATION WITH OWNERS
Maintenance and expansion of the operation of the Hop Museum in Žatec

The current owner and operator of the museum, CHMELAŘSTVÍ, cooperative Žatec potentially announce the lack of funds for its
further operation.

It is possible to negotiate with the Ministry of Culture of the Czech Republic or with the Ministry of Agriculture on financial support
or the takeover of operation by one of their institutions.

It will be appropriate to expand the operation of the Hop Museum Žatec into one of the hop warehouses in the area of Prokopa
Velkého Square (purchase by the town of Žatec), which will present the storage, packaging and processing of hops in the original
authentic form of a hop-related building.

Coordination of the procedure:
Site Manager, World Heritage Coordinator, the town of Žatec

Short Term Measures
Cooperation:
2021 - 2023
The Hop Research Institute Co., Ltd., Žatec, the town of Žatec, Ústecký Region
the National Technical Museum, the National Museum of Agriculture,
Ministry of Culture of the Czech Republic, Ministry of Agriculture of the Czech Republic

D.2.1.1. – H SWOT C.1.C/7 - SWOT C.2.B/9 - SWOT C.2.C/15 - SWOT C.2.C/16

PROTECTION OF PROPERTY IN THE FIELD OF ADMINISTRATION
COMPONENT PART 01
- COOPERATION WITH OWNERS
113
Negotiations with the owners of the Carlsberg brewery - the owner of the Žatec Brewery
Meetings with local brewery owners at local, regional and national levels to inform brewery owners and their partners about the
nomination process and opportunities to develop the tourism business.
The meeting will be aimed at creating another visitor centre with sightseeing routes, an adventure range of tourist attractions and
a brewery restaurant in the Žatec Brewery and the village of Stekník.
The investment can fundamentally contribute to the revitalisation of the historical core of Žatec and to increase the attendance
of both component parts of the property by tourists and the public.
Carlsberg’s top management and its partners will be informed about other investment opportunities in component part 01, the
Temple of Hops and Beer and the former Dreher’s Export brewery, which is suitable for creating tourist attractions and a congress
centre with a hotel.

Before the meeting, participants will also be addressed at the governmental level about the possibilities of state support for possible
investment and participation in the aforementioned negotiations.

Carlsberg Brewery uses the Saaz region and Saaz hops for global marketing.

Performed / Guaranteed:
The town of Žatec, Site Manager, World Heritage Coordinator

Short Term Measures
Expected Cooperation:
2021
Carlsberg Brewery
Ústecký Region

The Czech Republic/ Ministry for Regional Development / Czechinvest