Innovation

Twenty years ago in a small, abandoned village with no promising future, one family decided to make a radical move in creating an attractive, well-known tourist destination. They wanted to preserve the memory of the life of their ancestors, and conjure up a picture of life in peace and quiet and magical unspoilt nature. Their idea succeeded in a unique and original way. In that way they show the beauty of tradition and cultural heritage of Dalmatian Hinterland.

Marko Škopljanac, owner of eco-ethno village said, “We need to treasure what our ancestors preserved and that's why everything is authentic; old ''vace'' (stairs), old wood, now is kept and preserved, there is no imitations. And we offer complete comfort, heating and cooling, water from wells, modern settlement of life from the internet, TV, musical lines, karaoke show, but all hidden in old closets. Next year we are going to build a swimming pool, but in this mix of modern and ancient always preferred the latter. Look, the small chapel of St. Ivana Baptist with water source and pool with "fishare" also modern, but you cannot see technology, only stone and wood.”

The village covers an area of up to 300,000 square meters with 20 houses featuring more than 1,700 exhibits from the Dalmatian region. Eco-ethno villages like this can be described as a peaceful place where a person can make connections with nature and tradition. What is so special about this? In a world where people are constantly in a hurry and don’t have time for themselves, this is the perfect way to “recharge your batteries” and give yourself the pleasure to try to live differently in fresh air and without stress. It is important to emphasize that guests are not only individuals and groups of people, but there are also many business people who come to perform their meetings and various other activities.

There is an increasing growth in profit and number of tourists which shows great influence on the market. On daily levels there are always about 300 people, some of them in groups and some individuals. They organize many manifestations which connect people with their roots of the past. One example of that is the bullfights, a traditional manifestation, where people are coming not only to see bulls, but also to hang out together in the nature, eat traditional food and enjoy the fresh air. In 2015 there were 15,000 people, mostly families with their kids.

The main difference between this business and others today is that they grow their own food. A farm with domestic animals and Bio garden makes it possible to serve organic food in their tavern, so you can be sure you eat healthy food. Food in Škopljanci is prepared according to the original recipes of their ancestors who have their knowledge and experience passed on from generation to generation.

Village is distanced from the town and city noise so that many people can truly relax there and recharge their batteries. In spite of being distanced from cities, many tourists describe this place as a place in the first row to the sea. The reason for this is that they can at the same time relax in peaceful and quiet place and, if they want, go to see many cultural monuments because they are not so far away.

The village, which the Ministry of Culture has protected as a monument currently has two apartments and three taverns where they can accommodate about 130 people. There is a large hall for 250 people, and a myriad of small taverns, each with a story. Except for this important title by Ministry, they work hard to provide more content and interesting events for guests.

Besides bullfights, this place is well-known for Ojkanje singing, a tradition of polyphonic folk singing, which was in 2010's UNESCOs List of Intangible Cultural Heritage in Need of Urgent Safeguarding as representative of Croatia. They preserved culture of this area and introduced it to the people around the world.

Village Radošić, where ethno-eco village Škopljanci is located, is covered with centuries-old pubescent oak forest (Pubescent oaks), a protected natural monument of Croatia.
Cultural Club ”Ognjiste” started the project ”Preserve Oak to Our Honor ” which tries to educate younger generations about the importance of preserving natural resources. Through educational workshops and schooling in nature they are trying to introduce to children the beauty of the flora and fauna of the Dalmatian Hinterland.

Marko Škopljanac commented, “The emphasis will be on the active participation and the creation of joint activities through education and communication among children and youth. In this way, brought up, young people will have, throughout their lives a different attitude towards their own natural heritage, based on the belief (cognitive process based on practical experience) it just me in Croatia live in one of the most beautiful areas in the world, we have only borrowed from their ancestors. That's why we need to love and protect. Therefore, we will work towards changes in value system of children and young people in accordance with the actual values of Croatian heritage.”

Inspiration

The owner of the eco-ethno village had been working in western European countries where he collected vast experience and saw the needs of the market. At first he opened a disco club in Kaštela (10 km distance from Split), but after some time he perceived the absurdity of that business. In the business where you buy for lower prices and sell for higher prices, there is no creativity nor does it have a story behind it. As he already had one house in Radošić, he decided to buy a few more. He moved sheep from stables and made taverns and that is how the business started. “So we started with the reconstruction of the houses, moved to the countryside, and the reactions of visitors are our daily confirmation that we were not wrong” Marko said. He also wants to have an influence on people around him and introduce nature to the people of big cities. Many see domestic animals for the first time; the same animals which they might have seen in picture books or movies.

Inspiration also came from the knowledge that people tend to want to take their vacations in quiet, natural environments far away from bustle of the city. Many of them want to explore different cultures and life for a while in those moments. “Once the Italians, who were returning from the tour of Medjugorje, came to lunch and put on the costume, but they did not want to take off. Although it was hot, they were all day in them, offering huge amounts of money for that old-fashioned clothes, but we can give them.”

Overall impact

There are a lot of positive things that come from this business innovation. Focusing on tradition, environment, and local community gives them an opportunity to improve their community in many ways. This way of doing business is environmentally friendly and does not harm the nature; it even promotes awareness of the importance and dependence of nature and its fruits.

By buying different natural products from neighbors around them and hiring them, they also have a positive effect on the development of the local community. Eco-ethno Village has an enormous impact on the society and environment around them. Past needs to be preserved. This village is a protected monument of Croatia and under the strict supervision of the Conservation Department in Trogir.

Business benefit

Everyday concerns about healthy living without stress are addressed by the Eco-ethno Village. This kind of innovation opens the door for new concepts in tourism and doing business. Towns are highly polluted and noisy. People are very busy with their jobs and don't have time to relax. That kind of living is not giving people opportunities for healthy diet and taking some time for their own families.

Numerous celebrations like weddings, birthdays and anniversaries are celebrated in this area. Also you cannot bypass the business aspects that these areas offer. Business meetings, team building, and conferences are indispensable events that are conducted here. About half of the guests are business people, so this concept has been approved by numerous business people. Not many places like this take the opportunity to do business with so many diverse people, so it can be said that this concept is of great importance.

The importance of this kind of village can be seen through constant growth, not only in aspect of guests, but also in profit. More than 300 people are coming here on a daily basis and that number is in non-stop growth. Numbers of revenue can better show how this business innovation has a place in the future that is welcomed in the community around us. Their revenue in 2014 was 198.468 HRK (26.329 euros) and last year has recorded a growth for about 5% (revenue was 207.491 HRK or 27.526 euros). The number of guests is in constant growth every year and it is more than 50%.

Eco-ethno Village is a sort of "business chameleon"; they adapt to all who are willing to come back and feel again the connection with nature that surrounds them.

Social and environmental benefit

This eco-village is doing its business in a small local community. Today we still have many areas that suffer from consequences of war that happened during the end of the 20th century. As a result of that, in the area of Lećevica there are less than 200 people, so anything that can start progress of the community is welcomed.

In such an economic situation, the Eco-ethno Village has enabled the economic development of the region. Before they started their own business, there was emphasized emigration and a withering away of the area. From the moment that this project started, it allowed the people who live there to be involved in the project as well. Eco-ethno Village makes this possible in a way that everything they need for business, if they do not have insufficient quantities, is purchased from the local community. "This kind of business we have developed to encourage the community to do something and feel important, but also to become conscious of the importance of natural farming." says the owner of eco-ethnic villages.

Another thing that shows social benefit from their innovation is their practice of hiring local people. As the village is far from big cities, the need for extra workers is satisfied by people in the community. Most of the work is done by family Škopljanci, but because of an increased growth there is a need for extra workers. On a daily basis there are 10 to 20 workers and for some manifestations like bullfights there are around 200 people who work on those kind of events.

It can be seen that Eco-ethno Village is putting forth a big effort to include the community around them in their business. Many businesses today are cruel to the community around them, but many studies show that practice is just harming business not improving it. By taking the best of their business, they are improving not only the village they own, but a whole local community.

It is interesting that the visitors, in the rural complex in Škopljanci, are not served by waiters. The family Škopljanac developed a specific relationship with guests who are no longer guests when they come there. Everything is open, everything is available to serve themselves, eat and drink what they want when they want and where they want. Former stables, barns and rural farm buildings were converted into favorable facilities for staying overnight and for holidays.

Interview

Marko Škopljanac, Manager of eco-ethno village Škopljanci