Nasu Shika-no-Yu 'Old House Guesthouse District Renewal Project' Launches

## Nasu Shika-no-Yu 'Old House Guesthouse District Renewal Project' Launches

~A next-generation hot spring cultural hub weaving together the traditions of an established Kyoto tea house and the design expertise of Utsunomiya University~

Matsuba Co., Ltd. and Nasu Heiwadai Management Co., Ltd. (President: Yoshihiro Matsumoto), which operate hospitality businesses around Shika-no-Yu, the oldest hot spring source in Nasu, have launched the 'Old House Guesthouse District Renewal Project,' an industry-academia-government collaborative project to reorganize and revitalize the historical guesthouse district in the Shika-no-Yu area, in partnership with Utsunomiya University and a long-established Kyoto tea shop.

In this project, the existing guesthouse district scattered across a 1,500-tsubo site will be redefined to create a next-generation hot spring cultural hub that aims to be a 'Hot Spring Guesthouse Village to be Proud of Globally.'

### 1. Objectives

1. Redefinition of the Historical Area
To reconstruct the area around Shika-no-Yu (approximately 1,500 tsubo, centered on Matsuba and Tanakaya) as a 'Luxury Guesthouse District' that is retro and elegant, thereby increasing the value of the entire area.

2. Regional Design through Industry-Academia Collaboration
Utilizing the planning, design, and analysis expertise of Utsunomiya University, the project will establish a sustainable tourism model by developing landscape design, flow planning, and branding based on academic knowledge.

3. Creation of Involved Populations and Promotion of Migration
By publicly recruiting ambitious operators from across the country and fusing new sensibilities with local traditions, the project will promote the revitalization of the Nasu region and encourage relocation.

### 2. Spatial Composition

1. Five Luxury Guesthouses (Retro & Modern Village)
- Construction of five 'retro and elegant old-house style' detached units within the 1,500-tsubo site.
- Developing high-unit-price, high-quality accommodation spaces that provide modern comfort while preserving the aesthetics of old folk houses.
- Each unit will be managed by operators recruited from across the country, providing hospitality that highlights their unique themes and personalities.

2. 'Matcha Cafe' Produced by a Long-established Kyoto Tea Shop
- A matcha cafe supervised by a long-established Kyoto tea shop will be opened in the area closest to Shika-no-Yu.
- It will serve as a hub where both overnight guests and day-trippers can experience authentic matcha culture in an open yet dignified space that harmonizes with Nasu's nature.

3. 'Matsunoyu' Hot Spring Facility
- A flowing hot spring facility exclusively for overnight guests, 'Matsunoyu,' will be newly constructed adjacent to Matsuba.
- Equipped with separate large baths for men and women, as well as private rental baths, it will offer a hot spring experience that maximizes the charm of the Shika-no-Yu source.

### 3. Collaboration with Utsunomiya University

1. Planning, Design, and Analysis
- Faculty and students from the Faculty of Regional Development and Creativity will handle the master plan (landscape and flow planning), architecture/lighting design, and logo/signage plans.

2. Operator Recruitment and Business Support
- Co-designing the recruitment scheme for migrant operators and supporting them from selection to business launch.
- Supporting the construction of business models for each guesthouse based on market research and data analysis by students.

3. Education and Human Resource Development
- Developing educational programs directly involved in guesthouse/cafe operations through student internships and practical training.

### 4. Migrant Operator System via National Public Recruitment

- Target: Young entrepreneurs, chefs, cultural figures, returnees, etc., who love Nasu's culture and can propose original hospitality.
- Selection: A joint review committee comprising Utsunomiya University, business operators, and local government.
- Support: Matcha culture training by Kyoto Tea House, design/marketing support by Utsunomiya University, and reduction of facility maintenance burden through centralized management of 'Matsunoyu' hot spring building.