Enhancing demand for creative industries

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Presentation by Külliki Tafel-Viia from Tallinn University Estonian Institute for Futures Studies on the Interim results of the situation analysis in 11 cities participating in the Creative Metropoles …

Presentation by Külliki Tafel-Viia from Tallinn University Estonian Institute for Futures Studies on the Interim results of the situation analysis in 11 cities participating in the Creative Metropoles project. Presentation given at the Experience exchange event in Warsaw, October 2009

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  • 1. Enhancing demand for creative industries Interim results of the situation analysis of 11 cities Project Creative Metropoles Warsaw, October 21-24, 2009 Külliki Tafel-Viia Tallinn University Estonian Institute for Futures Studies
  • 2. In the presentation: Theme 5 in CM 1 3 Results from the analysis of 11 cities
      • Role of demand-oriented policies
      • Main possibilities for intervention on city level
    Standpoints from theory: 2
  • 3. Theme 5 in CM 1
    • Complicated task for cities in filling in the templates – thus analysis of the results of the templates is complicated
    • Compared to other themes, it’s focus is (most) widespread
    • Not easy to put into (theoretical) frames
  • 4. Standpoints from theory 2
  • 5. Approaching demand Change in approach : Instead of passive user – user as (co)creator The rise in importance of demand-side policies!
    • focuses on the supply side of firms, institutions, artists, etc.
    Demand as something that grows automatically Domination of linear ‘value chain’ model : pr o ducer commodity consumer
  • 6. Main possibilities for intervention Different possibilities ... one possible classification on the basis of target groups:
      • Public sector itself as a buyer of CI products and services, as guiding via public procurement, etc – this way send s a signal to private and business consumer that creative industries are worthwhile
      • Business sector : enabling and encouraging the market in following ways : demand subsidies, regulations, supporting networking, attracting foreign investments, etc.
      • Individual consumer : building awareness, training and education, enhancing involvement, attracting (new) consumers (tourists), etc.
  • 7. The results are work in progress! Results 3 The picture of results is diverse
  • 8. What did we get to know? How the issue about rising demand for CI is written into strategic documents (aims, focus) How organisational structure of support supports rising the demand for CI And: which measures are in force on city level and which good practices the cities described under this theme
  • 9. What is written into strategies? Strenghtening links between CI and education , ... universities as key institutions ... Making city more attractive to live in (locals), for doing business and to visit (tourists). ... Amsterdam, Barcelona, Stockholm, Birmingham Oslo, Vilnius, Berlin Stimulating public creativity ... Enhancing participation in culture ... Supporting cultural diversity and intercultural exchange ... Stimulating networking and cooperation Strategy for CI: We asked: What is the overall aim and focus of supporting CI?
  • 10. Organisational structure of support We asked: Which structural units are responsible for supporting CI? Helsinki Stockholm Amsterdam Oslo Birmingham Berlin Cultural department and economic / business department Youth department Educational department Other parties: universities, libraries, different community initatives, etc.
  • 11. Policy instruments Several instruments in place, but ... not included into the 10 most relevant measures
  • 12. Public sector as enhancer of demand for CI
    • These type of interventions were quite modestly described
    • City itself as buyer of CI products and services
    Municipality expenditures on CI services and products (events, festivals, advertisement, architect, media and other services) - t his measure is being created and is constantly updated in accordance to community and public sector CI demand ... [ Vilnius ] Collection and exposure of the the art collection - Purpose of the measure is to decorate new public spaces. City, by buying art, thereby also supports creative professionals. The rooms where the items of Tallinn Art Collection are exposed should be open to citizens. [ Tallinn ] T his regulation states that one percent of the budget for new construction work, reconstructions and additional construction measures funded by the city should be earmarked for public art. ... This applies to any construction project initiated by the city, but with some emphasis on institutions such as schools and nursing homes. [ Stockholm ]
    • Regulation scheme : 1% for art
    • No public procurement scheme was described among 10 most relevant measures
  • 13. Measures targeted to business sector Projekt Zukunft : interconnects media, ICT and cultural industries (“creative industries”) and provides links with science, politics and administrative bodies. Creative City Berlin www.creative-city-berlin.de is the central internet portal for the cultural sector and the creative industries in Berlin! It is also a presentation platform and contact point. [ Berlin ] Streetlab – platform for young street-fashion designers and street-artists. M ain goal is to stimulate young artists and designers to develop their creativity, ... and bringing them in contact with the fashion industry and with each other. [ Amsterdam ] Oslo cultural network – aim s at coordinating different projects and activities of the CI in the region. The network in c ludes both firms, educational institutions and public bodies. I t represent a meeting place and a learning arena for the the CI, as well as public bodies, different educational institutions and researchers. [ Oslo ] Supporting networking Attracting foreign investments
  • 14. Measures targeted to individuals Kulturhuset – Stockholm's main cultural arts centre. It offers a broad range of activities, exhibitions and events ... It encourage s creativity and participation among young people, and stimulate s an open-minded public attitude to culture. [ Stockholm ] The cultural rucksack - Offer professional art and culture to children and youth, contribute to easier access to and increase the understanding of all kinds of art and cultural expression ... D irected towards primary and secondary education. [ Oslo ] Helsinki Metropolia University of Applied Sciences / degree programmes in culture – nine Bachelor’s degrees and four Master’s degrees in Culture and Arts. [ Helsinki ] The Future City Game – aimed towards producing innovative ideas for city's development and stimulating participation of population ( city's officials, architects, property owners , real estate agents, etc. [ Riga ] cultural centres school programs Regional cultural centres : Stoa , Kanneltalo , Malmitalo – designed to present culture as extensively as possible. E asily accessible to everyone and offer affordable spaces to artists from various fields of art to show off their work. [ Helsinki ] stimulating participation Award “Action of Culture” a im s at : a) acknowledg ing people and organizations who organize cultural events and activities and b) value ing the creative professionals. [ Tallinn ] Educational activities Enhancing involvement
  • 15. Measures targeted to all sectors: promotional activities Brilliantly Birmingham , an annual showcasing event of Birmingham's Jewellery and designer maker sector. [ Birmingham ] Tallinn Music Week is seminar-conference and show-case festival of the music industry in Estonia. Festival promotes Estonian music for local participants, but especially onto the international scope. This event invites special foreign experts to listen and see Estonian bands and musicians. [ Tallinn ] The “ Helsinki à Paris ” creative event was organized in the Saint Sulpice square in Paris in April 2008. The project was a unique cultural and promotional event of the Helsinki region. It offered a window to the dynamic and creative scene of the Metropolitan area, by presenting the most talented and innovative Finnish artists and designers . [ Helsinki ] DMY International Design Festival in Berlin is a contemporary design platform which combines fairs for established design companies and youngsters ... a scene-meeting place, design laboratory, meeting point ... Opportunity to network with international design scene [ Berlin ] Promoting city at home Promoting city abroad
  • 16. Generalising the results ... are more than other cities attached importance to demand-side policies Based on the templates Amsterdam Barcelona Helsinki Stockholm Birmingham
  • 17. For conclusion: ... demand side policies play very important balancing role & therefore, need more support! Despite it is difficult to put enhancing demand into very clear framework ...
  • 18. Thank you!