TODD HIRSCH
  • About Todd
    • Books
    • Commentary
    • BIOGRAPHY and IMAGES
  • SPEAKING TOPICS
  • Spiders in COVID Space
  • Request Todd to speak
  • CONNECT
  • About Todd
    • Books
    • Commentary
    • BIOGRAPHY and IMAGES
  • SPEAKING TOPICS
  • Spiders in COVID Space
  • Request Todd to speak
  • CONNECT

A Spanish lesson in economics

6/20/2014

0 Comments

 
Economic principles are at work everywhere you look. This month, I had the chance to visit Spain, a country that’s been the focus of much unwanted attention about the abysmal state of its economy. During my trip, two examples of economic principles were highlighted – one hilarious, the other quite tragic.
Picture
The hilarious example comes from microeconomics and theories of the profit-maximizing firm. As we sat at a Valencian café in a beautiful, sun-soaked plaza enjoying our tapas and pintxos, a young lady came by our table offering samples of baguette drizzled with a new brand of olive oil she was promoting. With one bite, I swore I’ve never tasted a more delicious olive oil in my life.
Euros in hand, I approached the sales lady a few minutes later to buy a bottle of the oil. “Oh,” she said in broken English that was far better than my Spanish will ever be, “We don’t sell it here.”

“Really?” I asked, astonished. “Do you know of any stores around here that sell it?”

“No, I don’t know where you can buy it. Maybe try on Facebook,” she replied, and handed me a brochure. I felt like I was in a Monty Python sketch. She knew everything about the product except where I could buy it.

It was a great example of economics at work – or in this case, not at work. A firm can do everything correctly to promote and market a product, but if it can’t actually make the sale, none of it matters. It speaks to a general failure of much of Europe’s service industry. Restaurant service in Europe is notoriously poor by North American standards. But my issue isn’t with the speed of service (after all, it’s Europe – why should we be in such a hurry anyway?). My issue is that by virtually ignoring their customers, restaurants are missing all sorts of chances to up-sell. “Another sangria, sir?” “Why yes, that would be splendid.” Sales could easily be increased simply by paying more attention to the customers’ empty glasses.

The second, more serious example of economics at work comes from the world of macroeconomics and public finance. The spectacular City of Arts and Sciences is an entertainment-based cultural and architectural complex in Valencia constructed on the site of the old port. Seven strikingly modern buildings house an opera house, an aquarium, a planetarium and a science museum. Built to put Valencia on the map of major global tourist destinations, it was a bold vision of a municipal government to invest in public space and cultural institutions.

It all should have worked out wonderfully … except it didn’t. Official cost estimates are difficult to find online, but most news articles suggest the €1-billion ($1.5-billion) price tag is approximately four times the original estimate. And now, not even a decade old, it’s falling into serious disrepair and aging prematurely. Some buildings are completely empty. The mason work on the roof of the opera house was falling off in chunks and now the city is suing the architect.

Saddest of all is what the complex is lacking: people. I visited the site twice, Thursday evening and Saturday afternoon. While the parks and soccer pitches and cafés of Valencia busted with people, the enormous concrete plazas of the complex were almost void of humans. It was a sad sight.

The lesson here is that public infrastructure projects are necessary to promote arts and culture, but they need to be considered carefully in terms of size, scope and cost. They should be beautiful and inspiring, but they cannot become the ego-driven projects of mayors or architects. Unlike government spending on education or health, which can be scaled up, down or redesigned over time, a huge public infrastructure project has one chance to get it right.

I’m certainly no expert on the Spanish economy, and the country and its people have so many wonderful attributes that it’s impossible to not love the place. And certainly Canada has its share of service failures, publicly funded white elephants and other blunders. The point is that economics is everywhere – even when you’re at a Spanish café gulping an ice-cold Agua de Valencia (don’t ask – just go to Valencia and order one.)



This column originally appeared in The Globe and Mail on June 20, 2014.

0 Comments

Your comment will be posted after it is approved.


Leave a Reply.

    Archives

    June 2020
    May 2020
    April 2020
    November 2018
    June 2018
    May 2018
    April 2018
    November 2017
    June 2017
    April 2017
    March 2017
    February 2017
    January 2017
    December 2016
    November 2016
    September 2016
    August 2016
    July 2016
    May 2016
    April 2016
    March 2016
    February 2016
    January 2016
    December 2015
    November 2015
    October 2015
    September 2015
    August 2015
    July 2015
    June 2015
    May 2015
    April 2015
    March 2015
    February 2015
    January 2015
    December 2014
    November 2014
    October 2014
    September 2014
    August 2014
    July 2014
    June 2014
    May 2014
    April 2014
    March 2014
    February 2014
    January 2014
    December 2013
    November 2013
    October 2013
    September 2013
    August 2013
    July 2013
    June 2013
    May 2013
    April 2013
    March 2013
    February 2013
    January 2013
    December 2012
    November 2012
    October 2012
    September 2012
    August 2012
    July 2012
    May 2012
    April 2012
    March 2012
    February 2012
    January 2012
    December 2011
    November 2011
    October 2011
    September 2011
    August 2011
    July 2011
    June 2011
    May 2011
    April 2011
    March 2011
    February 2011