13th Annual Meeting of the OECD LEED Forum on Partnerships and Local Development INCREASING PRODUCTIVITY, JOB CREATION AND INCLUSION FROM THE BOTTOM-UP 10th-11th April 2017 | Prague, Czech Republic

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2. Is cultural heritage a lever for development?
 Added Value and New jobs through tourism and cultural
products
 Attractivity and better historic urban landscape
 Positive contribution to the wellbeing of local communities
 Fabric for creativity: The role of intangible cultural heritage
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3. How are museums levers for development?
 By producing intrinsic artistic and cultural values.
 Developing facilities for visitors, organising exhibitions and other events, and
producing scientific knowledge through the use of various media are the
principal categories.
 By developing the supply of extrinsic values: educational, social, and
even environmental.
 This can be considered as an extension of the the museum’s traditional
educational function to support general knowledge.
 By redesigning the cultural landscape of the city.
 The design of a new building or the extension of an existing building proves
to be a major architectural creation. They increasingly encompass an urban
dimension in serving as meeting places or stopping-off points, making the
museum a landmark and a symbol of shared identity (like the M9 Museum
under construction in Mestre.)
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4. The variation of the Museum
Economic Models
 The Branding Museum (as an extension of the superstar
museum)
 The Event-making museum
 The Empowering local community museum
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5. The Branding Museum
 From Superstars to Branding Museums
 Superstars museums were identified as outstanding in terms of their
attendance figures, collections, architecture, and associated products
and services.
 The “branding museum” goes further by mobilizing and caitalizing
on numerous intangible assets, which put the importance of physical
assets into new perspective: The assets are organizational as well as
scientific or communicational.
 The relative importance of these intangible assets is in general
complemented by a high degree of autonomy, the possession of
working capital, a support from international patrons, and a strategy
of events planning that goes far beyond temporary exhibitions or
purely cultural themes.
 Co-opetition at the global level.
 From Image to Brand, and vice-versa
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6. The Event-Making Museum
 For this type of museum the chief mechanism for attracting visitors,
and thus remaining financially sustainable, is the organization of
events, exhibitions, concerts, conferences, etc.
 But they also have to count on a significant increase in the costs of
organizing these events.
 When the model of “event-driven museum” is adopted, it unleashes
profound changes in the future management of the museum. By
turning itself into an event, the museum enters into the events
market, which has numerous producers and consumers, and hence
into monopolistic competition with other “event-driven museums”.
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7. The Local Community Empowering
Museum (1)
 A vast majority of museums have been built around locally sourced
collections brought together through the clustering of works or objects
around some local practice, activity, or cultural expression.
 The economic model of the “empowering local community museum” is
mainly underpinned by subsidies, grants, patronage, sources that for
many reasons are strongly declining.
 How long such museums will survive? Is their future their own
transformation in a community meeting center? Can they benefit from
the mutualization of their backyard resources, keeping some autonomy
for delivering frontyard services?
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8. The Local Community Empowering
Museum (2) : Which Challenges?
 Disappearing local networks
 Shrinking support from local governments
 Increasing costs of the conservation of the
existence value
 Different perspectives between stakeholders
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10. Which agenda for local
development strategies?
 Taking into consideration the difference of perspectives?
 Re-thinking the institutional design?
 New clues for production and services
 From auto-evaluation to evaluation
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11. Taking into consideration the difference of
perspectives :
Which is the relevant contribution of museums to local
development?
According to the Local
Government
Indicators According to the
museum
87% Tourism 7%
60% Creation of products 12%
65% Bettering the skills 8%
47% Piloting new
technologies
40%
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12. Taking into consideration the difference of
perspectives :
Which is the Target group of the soicla inclusion for
museums?
According to the Local
Government
Indicators According to the
museum
72% Young people less than
25 years old
75%
21% Adults 7%
4% Disadvantaged people 6%
4% Senior citizens 5%
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13. Rething the institutional design:
In what ways do local governments hamper the accomplishment
of your goals for development?
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14. Rething the institutional design:
What is the most positive role of the local government for your
museum?
Objective %
Make you known to the local population 20,2%
Provide funding 54%
Take over management responsibilities 6,8%
Give political support for your work? 19 %
Total 100%
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15. Re-thinking the institutional design:
What organisational structure facilitates cooperation between
museums and local governments?
Directed by local government 14,6%
Directed by national government 4,2%
Mixed direction, both local and national 27,1%
Public-Private Partnership 39,6%
Private non-profit? 12,5%
Private for-profit 2,0%
Total 100%
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16. Re-thinking the institutional design:
Between devolution and mutualization
 A not so strong demand of devolution
 Mixed System: The Renaissance program in United Kingdom
 The mutualization of the backyard
 The mutualization of the frontyard
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17. New clues for prodution and services
Starting from the collections
 Training for adult
 Disposal of venues
 Health and wellbeing
 Archives for economic development
 Driver for creativity
 Disposal of venues and places for meeting
 Is a vitual museum a museum (or a cultural center
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18. From evaluation to auto-evaluation:
Which are the desirable indicators?
According to the Local
Government
Indicators According to the
museum
17% Education & Training 36%
42% Number of Visitors 36%
63% Economic Development 49%
68% Social Welfare 57%
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19. From evaluation to auto-evaluation:
Which are the desirable indicators?
 To agree on the difference between intriniscal and extrinsical
values
 Three dimensions to take into consideration:
 Assessment, monitoring and mediatization
 Involve the human resources in the definition of the
indicators
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