Retail strategist Roksolana Pyrtko argues that heritage regulations are choking retail growth in Europe and Latin America, advocating for smarter governance rather than less protection.
Photo: cyprus-mail.com
- Retail strategist Roksolana Pyrtko argues that heritage regulations are choking retail growth in Europe and Latin America, advocating for smarter governance rather than less protection.
Heritage regulations: Complex Approval Processes Stifle Investment
In her analytical piece on her blog, The Developer’s Dilemma, Pyrtko highlights a significant challenge faced by developers in UNESCO-listed and nationally protected historic districts. These areas often have multiple authorities involved—municipal, regional, and federal—all possessing independent veto power and no obligation to coordinate their efforts. This leads to what Pyrtko terms ‘approval fragmentation,’ with project timelines stretching from 18 months to three years, in stark contrast to the 60 to 90 days typical for comparable non-heritage sites.
Institutional Shortcomings Behind Delays
Pyrtko notes that most delays are not due to genuine threats to heritage but rather stem from a lack of institutional capacity to adequately review projects. “Delays rarely arise because projects pose a genuine threat to heritage. Most often, the cause is a lack of institutional capacity to review them,” she explains. This misalignment results in missed opportunities for investment in historic districts.
Impact on Premium and Luxury Brands
The consequences of these regulatory hurdles are palpable. Retailers, particularly premium and luxury brands that typically anchor these districts, are increasingly redirecting their flagship investments towards purpose-built complexes located outside historic cores. Pyrtko cites specific examples, such as Prague’s Staré Město, Cartagena de Indias, and Mexico City’s Centro Histórico, illustrating how the same regulatory environment can yield different outcomes based on the willingness of heritage authorities to engage proactively with investors.
A New Approach to Heritage Protection
What sets Pyrtko’s analysis apart is her balanced view of conservation. She acknowledges the importance of heritage frameworks for preserving the character of these locations, arguing that deregulation could undermine their commercial appeal. Instead, her recommendations focus on more practical solutions. Pyrtko advocates for the pre-approval of standard retail interventions, consolidating the review process into a single application, and enhancing technical expertise within conservation offices.
Consequences of Inaction
“Empty buildings deteriorate. Declining commercial districts attract lower-value tenants and informal uses—exactly the kind of environmental degradation that heritage frameworks are meant to prevent,” she concludes. This call for smarter governance resonates with business leaders, developers, and urban policymakers alike, challenging them to reconcile the need for heritage protection with the realities of commercial investment.
