Artieda is a 72 people village in the Pre-Pyrenees that has adapted to meet the needs of individuals who work remotely. The village provides access to resources that support remote work, such as reliable internet, coworking space and comfortable accommodation. Also, through community meals, workshops, and social gatherings Rooral Artieda offers a welcoming and supportive community that helps its visitors feel connected and rooted while they work remotely.
Local
Spain
Location is Artieda, in Aragón Region.
It addresses urban-rural linkages
It refers to other types of transformations (soft investment)
No
No
Yes
2021-12-01
As a representative of an organisation
Name of the organisation(s): Asociación Rooral Type of organisation: Non-profit organisation First name of representative: Ana Last name of representative: Amrein Gender: Female Nationality: Spain Function: Co-Founder Rooral Artieda - Operations Director Address (country of permanent residence for individuals or address of the organisation)<br/>Street and number: Calle Luis Buñuel 10 Town: Artieda Postal code: 50683 Country: Spain Direct Tel:+34 669 73 97 14 E-mail:hola@rooral.co Website:https://www.rooral.co/
URL:https://www.linkedin.com/company/65767273 Social media handle and associated hashtag(s): @rooral, #ruraldevelopment #sustainableliving #slowtravel #slowlife #ruralentrepreneurship #rurallife #wellbeing #regeneration #Intergenerational #Community #ConnectingGenerations
URL:https://www.instagram.com/rooral.co/ Social media handle and associated hashtag(s): @rooral.co #coworkation #remotework #regeneration #remoteworker #coliving #coworkingspaces #coworkingcommunity #digitalwellbeing #workremotely #workretreat #remotelife #remoteoffice #spanishvillage #
This project was born from the need to reconcile the urban and rural worlds. We wanted to prove how connecting with rural heritage and traditions can bring a more conscious and regenerative lifestyle to urban citizens.
The project, Rooral Artieda, offers “regenerative remote work stays” in the village of Artieda.
On one hand the 72 people village provides the necessary infrastructure for location-independent individuals to be able to work from Artieda, such as fast and reliable internet, a coworking space and comfortable accommodation.
On the other hand the village helps its visitors feel connected and rooted while they work remotely. They do this through community meals, workshops and other social gatherings that help participants feel connected with themselves, with nature and with the local community.
This affluence of remote workers has given the village a new income stream (specially important in low season), more social life to the village and a higher sense of self-esteem and self-respect for locals, coming from the appreciation and connection visitors show to their local wisdom and culture.
What started as an uncertain collaboration to explore new ways to close the urban-rural gap, has turned into a national reference. Artieda, a small village at risk of depopulation, has become an attractive hub for remote workers to connect with rural culture, question their lifestyle and regain a sense of grounding and belonging.
We are convinced that if we want a regenerative future for the European Union, we need rooted cities and vibrant villages.
Rooral has been selected by the UNWTO and National Geographic as one of the most innovative initiatives for the future of rural areas. https://viajes.nationalgeographic.com.es/lifestyle/omt-selecciona-startups-que-marcaran-futuro-turismo-rural_17245/2
Rural development
Remote work
Holistic Wellbeing
Sustainable tourism & hospitality
Regeneration
SDG 11 - Sustainable communities:
42% of Spanish municipalities are at severe risk of depopulation. As the rural world vanishes, so does our culture, ecosystems and diversity.
By attracting remote workers, the village not only benefits from the economic influx that balances the seasonality of tourism (accommodation, restaurants, shops...), but also from the foreign expertise and company. It is beautiful to witness collaborations between locals and participants, from co-creations to skills exchanges.
The external appreciation of local wisdom and life-style, helps locals value what they have, regain pride and question existing narratives that pushed many to leave the village behind. We see this with Anayet, youngest kid in Artieda, who asks herself: “If people from NY and London come to work from my village, perhaps I don ́t have to leave to be successful?”
Rural Artieda helps the village feel relevant and valuable again.
SDG 3 - Wellbeing:
Mental health problems and burnout rates are skyrocketing in cities. Our regenerative remote work stays help participants slow down in community, resulting in an improval of their wellbeing in 92% of the cases. They also admit feeling more productive, inspired and creative at work.
SDG 12 - Responsible Consumption
We believe in the importance of aligning values and money, that is why we source from local & organic providers (food, supplies, workforce...). Besides, most activities have the regeneration value in mind, like permaculture sessions, food safety workshops... 88% of participants say Rooral experiences have helped them consume more responsibly and feel more connected to the rural world.
Regeneration
This concept summarises our approach: our goal is to promote regeneration at a social, environmental and cultural level. Whether it is doing community compost, replanting a local bean, sharing cultural traditions or having open conversation about pros and cons of green energy and wolves.
Cultural regeneration
Urban and rural worlds have a hard time understanding one another, because they rarely have a space to engage in curious and caring conversations.
This is why at Rooral Artieda we put so much emphasis in the design and co-creation of the experience. We work with the village to make sure we align expectations and we make the most of the interactions with participants. For example, vermouth time, festivities or communal work are key in the life of the village, that is why we encourage participants to join.
We are also prepared in case undesired situations happen, using non-violent communication methodology to address them. The end result is both sides agree on how much these experiences help them empathise with the other, connect meaningfully and learn from it.
Historic design:
Spaces, workshops and services are chosen and designed in a way that feel authentic to the location. For example the Coworking space is found on the last floor of a historic building located in the heart of the village, being fully equipped to meet visitors´ expectations. One of the houses participants stay in is from the XVI century, and still maintains details that could be in a museum, like an old sewing machine or the space where past generations used to do wine. From the house remote workers have a privileged view of the entire valley.
Customization
Every person holds a unique world within and we want to make them feel seen during our stays, both participants and villagers. This is why we make memorable their experience: from handwritten welcome notes and local gifts, to getting involved in the local community initiatives or finding the right activity to support the growth of each participant.
In a point in history where mental health problems are rising, feeling seen and understood is a powerful feeling. We leverage the rural wisdom to positively influence collective wellbeing in the 21st century.
Questions of inclusion were fundamental from the very start of this initiative.
Urban and rural gap has been increasing in the EU in recent decades, becoming more evident the disparities between villages and cities and having 42% of Spanish villages at risk of disappearing.
We chose Artieda because it is a village in raw nature, it is at risk of depopulation and locals are willing to explore new ways to revive the area.
Co-Creation & Public Participation
The village of Artieda was involved from the very beginning, approving this initiative in a communal gathering. Since then 30 of the villagers have taken active part in the design and co-creation of these experiences, making sure the vision and goals of the local community are kept at the centre. Through this participatory approach we aim to incorporate everyone’s background and contribution potential, so that we maximise the probability of alignment and success. This is for us the most effective way to develop an experience that empowers local culture and traditions, and builds on local wisdom.
Inclusive Ownership
The initiative belongs to the people that take part in it: villages, neighbours, participants, partners, etc... That is why Rooral is a social entity, so that the money that is earned is used to support the purpose of reactivating rural areas.
Vulnerable populations
We especially focus on segments that are the most vulnerable in the rural world and that are actually leading its evolution, mainly women, youth, elders and migrants. We tend to make sure that the activities and workshops that are facilitated include these groups, like intergenerational lunch with the elders or visit and support local businesses led by women, youth and migrants. Also the people we hire and the products we buy for the experience have these groups in mind, always trying to promote the local economy and belonging.
Rooral Artieda is a story of believing in the power of dialogue, understanding an co-creation.
The project was initiated in a communal gathering, where the citizens of Artieda voted for the initiative. Since then a multidisciplinary working group of 7 people was formed to co-create the experience, with expertise in Social innovation & entrepreneurship, remote work, Holistic Wellbeing, Rural development, sustainable tourism & hospitality.
Additionally other people from the area were contacted to collaborate in specific themes like food, housing, sports in the area, elders wellbeing, youth, local entrepreneurship…
This participatory approach enabled us to design a remote work experience that kept the vision and goals of the local community at the centre, with special emphasis on sustainability and human connection.
In the meetings we shared along the way (before, during and after the remote work experiences) we were able to discuss key topics affecting the village, participants and the environment.
This fluid communication and openness for further iteration, were crucial for the success of the project. They helped detect opportunities and challenges in advance and adapt to what we faced along the journey, as we were walking unpaved territory.
The public involvement from villagers and people in the area was another key aspect, as it created a virtuous community cycle where people wanted to row in the same direction, demonstrate their desire for change and ultimately feel proud of their village and community.
Without civil support, this initiative would have never been able to take off. It is all about people and the ties they create.
The main stakeholders involved in the project were local.
Local Associations & non-profits:
This was our first contact in the area. They were the believers that opened up the doors of the rest of the stakeholders we collaborated with. They were in the working team helping us detect the needs of the village and teaching us what approaches and efforts would work.
Townhall:
Artieda´s townhall is highly trusted among locals. If you want to start an initiative that affects the entire village, you better have the support from the townhall. Their backing was essential to be perceived as a public interest initiative and build trust.
Villagers:
They are ultimately our key stakeholder. They have been living for decades in those mountains and they have the responsibility the past and future generations on their shoulders. Their support, from co-creating the experience and leading activities with participants, to renting their homes or giving feedback, was what made everything work.
Local businesses:
Nothing would have been possible without their services and support: from the restaurant and the permaculture garden, to the guided tours or the aromatics business. Their backing made participants feel taken care of and get to feel, taste and smell Artieda at a totally different level.
Other stakeholders:
We wanted to access regional, national and European support, but it was not easy. Even if we complied with many of the interests of these institutions (rural, sustainability, entrepreneurship, innovation, digitalization…), we were told we were too new, as we had no track record and it involved a lot of uncertainty.
It was afterwards, once we accomplished the project and started to be recognized, that the interest from these institutions came. We are now in conversations with regional and national institutions to replicate this model in other areas and studying European level collaborations.
A multidisciplinary working group was formed to design and co-create this initiative:
The people and institutions involved had expertise in:
- Social innovation & entrepreneurship: in order to provide new and innovative solutions to address social and economic challenges in the area.
- Remote workers: they were the target audience we wanted to attract.
- Rural development: the goal was to improve the quality of life for the rural community.
- Holistic Wellbeing: our value proposition for remote workers was to improve their wellbeing and productivity.
- Sustainable tourism & hospitality: host remote workers in a way it helps preserve the natural, social and cultural environment.
The foundation of this project is collaboration. This is why we encouraged every participant to practise active listening, to be open for learning and to interact with curiosity.
Initially Remote Work and Wellbeing experts came together to better understand how remote work can affect wellbeing in urban and rural areas, detecting isolation, lack of disconnection and other mental health and physical problems. They found out that working remotely in a community from nature could lead to improved wellbeing.
Secondly, representatives of social innovation and entrepreneurship worked closely with those in rural development to identify the challenges of Artieda (lack of economic opportunities, ageing population…) and the assets that could be leveraged (united community, good internet, raw nature…).
Finally the sustainable tourism & hospitality group worked with the previous findings and groups to explore if and how remote work experiences could be offered. There were areas to improve: create rooms for calls, adapt the accommodation for this target group… This was what this working group focused on with the support of villagers, townhall and local associations.
This kind of cross-disciplinary collaboration helped to ensure the solution developed was effective, sustainable and inclusive.
Remote workers have helped villagers regain a sense of belonging by becoming involved in the community through volunteer work, participating in local events and activities, and supporting local businesses.
They have also used their skills and knowledge to help the community. For example a remote worker created the website for a local business, another one created a customer success process for a social initiative, and the mentoring sessions are common, especially for local entrepreneurs. This helps build momentum and optimism in the village.
Additionally, remote workers have collaborated with local organisations and leaders to identify and address community needs. Two initiatives that have been proposed are Artieda´s newspaper and the elders´ home.
One example that makes us think we are tackling deeper layers of belonging is what Anayet, one of the youngest kids in the village, shared with us:
“If I see successful professionals from NY and London choosing to come to work from my tiny village, does it mean I don´t necessarily need to leave to prosper?
We can see how these remote work experiences are helping locals regain their self-steem, build confidence and switch to a more abundant mindset.
Elders have also told us "These experiences have contributed to the socialisation
of our neighbours and are helping deconstruct old rural stigmas."
Finally participants (who are mainly urban people) say these weeks working from Artieda help them live a slower life and build deeper relationship with themselves, with nature and with the local community.
We track their evolution, measuring how these stays help them reduce their stress (93%), increase their inspiration (92%) and amplify their connection with the rural world (88%).
It´s beautiful to see how many participants decide to move for longer periods of time to rural areas, and those who can’t, decide to bring rural elements into their urban homes, like warm compost or little urban gardens.
Rooral Artieda is a trailblazer in the urban-rural gap, pushing the boundaries of the urban-rural connection and setting new standards with our collaborative and regenerative approach.
The long fight for rural development in Spain comes with high frustration and despair. The norm is protesting and victimism, which is illustrated by the "The empty Spain" concept (España Vacia). This approach makes it harder to attract new generations, as people don't feel called to places that seem to have no value and are dying.
We decided to follow the opposite approach and move from “The empty Spain” to the “natural and rooted Spain”. We presented with excitement the opportunities, valuable wisdom and benefits anyone can find in rural areas: slow living life-style, growing your own food, stronger community ties…
Besides, we rarely see urban and rural worlds collaborating together, as they see each other with big differences. We believe each side has what the other is missing, this is why we created this bidirectional relationship, where both worlds can sit down to understand and learn together.
Seeing the energy that covers the intergenerational lunches among rural elders and urban millennials, or the time they share together in the permaculture garden or talking about new tech, makes you understand the power of cross-pollination.
This is pioneer territory, as we are breaking the bubbles we have traditionally lived in, so that we can create new and prosperous narratives.
One key innovation here is how we are addressing wellbeing and mental health, a growing worry in our continent. We have co-created a regenerative space in Artieda where remote workers can connect with nature, community and values while they work.
By participating in Rooral Artieda, remote workers gain an understanding of the effects of their daily habits on the environment, and discover traditional, sustainable methods of interacting with the land and their own wellbeing.
The steps of our participatory methodology involved the following steps:
1. Preparation: This step involved identifying the project objectives, scope and stakeholders, and developing a plan for how to engage them in the process.
2. Community assessment: This step consisted of gathering information about the community, its resources and its needs. We actively engaged relevant stakeholders through meetings, workshops and surveys, including community members, the townhall, local businesses, thematic experts and other relevant organisations.
3. We formed the core group to lead the main efforts, consisting of 7 people with expertise in Social innovation & entrepreneurship, Remote work, Holistic Wellbeing, Rural development, and Sustainable tourism & hospitality.
4. Planning and design: we used the information gathered previously to design the project with the relevant stakeholders. This included developing a project proposal, budget and action plan.
5. Implementation: Once the plan was approved, we carried out the project activities with the active participation of community members and the rest of the stakeholders. This is where the biggest effort was in terms of time, energy and resources.
6. Monitoring and evaluation: we monitored the progress of the project and evaluated the impact at different levels. We did this mainly through surveys and interviews.
7. Adaptation and adjustment: Based on the feedback and evaluation, the project was adjusted to ensure remote workers´ satisfaction increased and the community felt more connected with them.
8. Sustainability & Replicability: We are working on making these experiences sustainable and also creating a long-term plan to replicate these remote work stays in other regions.
Additionally, key mindsets and values that have accompanied in our process have been:
- Inclusion and diversity
- Openness and collaboration
- Transparency and accountability
- Flexibility and adaptability
We believe in the power of small actions to create big change. Seeing the economic, social and cultural impact Rooral Artieda has had in a small village, makes us believe stronger in the possibilities that participatory approaches and remote work can bring to rural areas.
Rooral Artieda is an example of how a community worked together to understand not only their challenges and resources, but also the trends outside their village. This is how they found the remote work opportunity.
There are many other spaces waiting to be explored by rural areas, like exchange programs, educational courses, social and work events...
Because the need is high and opportunities are endless, we are openly sharing our innovative and entrepreneurial approach at a local, regional and national level. From accompanying other regions to figure out what type of remote workers they could attract to support national efforts, to find new narratives and approaches to bring opportunity to the rural world.
The Rural Urban gap is one of the most dividing factors in Europe, which is leading to inequality, polarisation and sustainability challenges. The learnings, approaches and methodology from this project are totally applicable to other regions and contexts, even urban areas. This is why we are mobilising to make sure other regions can learn from our experience and switch to an abundant and regenerative mindset.
The Rural Urban gap is probably one of the most dividing factors of our century, and Spain is the country in the EU where it is most severe, scoring the highest density levels in Europe and having the highest proportion of land at risk of depopulation.
As villages vanish, so does our culture, ecosystem and biodiversity. And as the population concentrates in bigger cities, stress and mental health issues soar, deeply affecting society's wellbeing.
By showcasing a different story of the rural world, an optimistic one where urban people can come to restore, connect and find belonging, we evolve the old narrative that said rural areas needed to be left behind. This way rural areas can recuperate attractiveness, life and opportunities.
Finally in a world where bubbles and polarisation are growing, we need references that draw bridges and not walls.
By doing this with two of the most antagonic segments of the society, urban and rural worlds, we want to demonstrate that there is valuable learning from differences, and that there is no challenge we can ́t overcome when we feel united and we approach it with curiosity, humility and collaboration.
