The Creative Brief Compendium 2009 - 11

thecreativebrief compendiumcreative clusters in low density urban areasURBACT NETWORK2009|2011

ield of accessibility, community life, iv) creative entrepreneurs and The culture and creativity-based talented people: attraction n is business models. and retaining; v) setting the ocal basis: creative ÓBIDOS . REGGIO EMILIA . HÓDMEZOVÁSÁRHELY . MIZIL . INTELI . ENGUERA . VIAREGGIO . JYVÄSKYLÄ . CATANZARO BARNSLEY . education ´ ´ t are During the period 2008-2011 this environments at local levels.me to Creative Clusters the creative brief 03 April 2010 Urbact Creative Clusters Network in the wsletter of the European systems, we intend this to be another vehicle for s, Urbact II. It intends citizens interested in this theme. ce of all partners, under Municipality of Óbidos The newsletter is open to all participants. We welcome an active collaboration, by sending small European Creativity Agenda mber we promote our more articles, or other initiatives to be organized in the EU. as the creativity agenda Please send all information to the following e-mail: LEAD PARTNER GREETINGS FROM THE same time the network was presented in several e development of our work. gap@cm-obidos.pt. forums, from Brussels to Stockholm. ´ ´ BARNSLEY . ÓBIDOS . REGGIO EMILIA . HÓDMEZOVÁSÁRHELY . MIZIL . INTELI . ENGUERA . VIAREGGIO . JYVÄSKYLÄ . CATANZARO URBACT Creative Clusters network had a good n objective the elaboration Today we need to be connected to other people year. Despite the global economy atmosphere, he domain of creativity. Best Regards, and networks; continue our work in setting the we kept a positive attitude. We started in January stions and contributions José Parreira, Lead partner – Creativethe challenges of our economic basis of a new and wide approach to creativity. discussing Clusters of our work. In an open, We welcome an active collaboration, by sending model and launching the Óbidos Charter, learnt tated communication small articles, or other initiatives to be organized in Finland with the experience of Jyväskylä, in the EU. Please send all information to the started new projects in our territories, and following e-mail: creativeobidos@cm-obidos.pt. finished our year in Romania discussing how creativity could diversify economy and create Best Regards, the creative brief 09 new opportunities for young people. At the José Parreira, Lead Partner the creative brief 06 2011 May October 2010 special issue the creative brief September 2010 the creative brief 04 July 2010 BARNSLEY ´ ´ BARNSLEY .. ÓBIDOS . REGGIO EMILIA EMILIA . ´ HÓDMEZÓVÁSÁRHELY . . ENGUERA . VIAREGGIO . JYVÄSKYLÄ . CATANZARO . JYVÄSKYLÄ ÓBIDOS . REGGIO . HÓDMEZOVÁSÁRHELY . MIZIL . INTELI MIZIL . INTELI . ENGUERA . VIAREGGIO ´ ´ BARNSLEY . ÓBIDOS . REGGIO EMILIA . HÓDMEZOVÁSÁRHELY . MIZIL . INTELI . ENGUERA . VIAREGGIO . JYVÄSKYLÄ . CATANZARO the creative brief 08 IT’S MORE FUN IN A GROUP! Contribution to the to evaluate and move forward March 2011 Guess what? It’s true! We learned and felt another powerful experience in Barnsley during our last ´ ´ A time BARNSLEY . ÓBIDOS . REGGIO EMILIA . HÓDMEZOVÁSÁRHELY . MIZIL . INTELI . ENGUERA . VIAREGGIO .thematic workshop. At JYVÄSKYLÄ . CATANZARO the same time that our network is reaching the end, we feel that our Public Consultation team building is improving its abilities to share Network is in the striking The Creative Clusters middle, helping in the conquest for innovation. and learn. This edition of the creative time to evaluate and move forward point. It is brief planted Our presence in the European Forum of Cultural the creative Creative URBACT inicitive | 1 The brief 01 - an Brief is the is that creative issues in local has been URBACT network is working some of the new seeds thatby reinforcing the dynamics and continuing our network Industries in Barcelona demonstrated the acuity Think Small newsletter of the URBACT harvesting in thedevelopment are alsorecycledon five key sub-themes: i) economic last coupleto generateÓbidos and policies for our of years. new or BARNSLEY . ÓBIDOS . REGGIO EMILIA . HÓDMEZOVÁSÁRHELY . MIZIL . INTELI . ENGUERA .working together by. putting in seeing the horizon VIAREGGIO .territories. We are now of our objectives and has brought us enormous responsibility for our future work. on the GreenaPaper ´ ´ network on “Creative Clusters Reggio Emilia are pattern JYVÄSKYLÄ CATANZARO a functional beyond the creative clusters: diversifying in Big Way more clearly. Time is moving fast. While we Maybe, we are changing the paradigm and practice a common project of developing creativity documentation are producing the necessary in Low-Density Urban Areas” asframe of bigresource that couldhubs. an educational metropolitan reports, local action plans)economic base and (progress improve local the world facing the paradox of creative and technological Jyväskyla: Designing Human Solutions intellectual and entrepreneurial skills. Beneath the companies. Growing sometimes makes you [http://urbact.eu/en/projects/ These inspiring words presentedasus Even more, creativity to source In the recent increase for demand of technology we often forget the does not stop, however creativity and innovation to young people; creative, having to face opportunities more inflexible, less surface Barnsley all discussing otherin the agenda of a new atmosphere. we are entered our network, have are still possibilities difficulties and more dependent on major main reason why we invest and develop new technological solutions. innovation should act as a UNLOCKINGproblem-solving dimension, takes OFwhenfollowing us since the beginning. The aand person you probably cultural agendas However, being small can also innovation-creativity/creative- The social dimension, the THE POTENTIAL a back CULTURAL Education, creativity creative ii) events and of of been working together. If you think like political solutions. AND CREATIVE INDUSTRIES of theinterviewcutting approachof communityof as catalysts; iii) promotingadvantage. Low densitybackgrounds, clusters/homepage/] lead by the innovation,that we bring solutionsevidencein inevitabilities! Thus, one of the cross new social to you is believe seat when facing the enthusiasm of the recent creations. The “gadget don’t to re-think lifestyle” could improve the economy, but doesn’t solve any inclusionthe Barnsley Municipality and its you will probably never hear in this expressions become an the present strong identities, different urban areas of how and technology resources are some Portuguese town of Óbidos.it’s not an economic and social development solution. Nevertheless, a new range ofstrong leadership and, mainly, an Maybe Clusters It major challenges of humanity. Why?“Creative becauseNetwork partner” project is a ready to use creative city: specific paths, A document produced by INTELI (PT) the areas that arehave conceived a strong table. answer to any real need of humanity. It’s simply more of the many local community in our virtual daily round is an added value cooperation This is one of the Here we present aof our experiences. Even though some of infrastructures;towards facing challenges. Let us things we already have. in middle-sized andit smallhealth or share facilitiesbased creative agenda. is possible to learn, signs of our good on all towns solid and create, and active attitude contribute with the attitude to change the global case of leadership and inspiring public project with the goal to Cities are made of people. We all know that, even though so many given new opportunities related iv) creative entrepreneurs and wellbeing. The final conferencesolutions we June are all different, some of the in Óbidos, need frame. specialists are still selling this fact as solution for cities facing the policies, created to face the challenges of are similar. The debate is underway the problems the creativecollective “learning perform a brief 07 9th, will be an important step to reach conclusions to accessibility, community life, the issues. talented people: attraction future. The dimension of our territories, more closure to the measure future to resolve daily lifeand URBACT Creative Clusters Network is in the Miguel Silvestre – lead partner creativeobidos@cm-obidos.pt of mankind, makes December obvious and a little redundant. of At a network level, and despite the to establish a Public Consultation2010 the Green Paper this speech on Rather work undertaken, but also the by doing” exercise in the field than creating more technology, our goal is to find new purposes, culture and creativity-based platform of common objectives and new solutions and retaining; v) setting the “Unlocking the Potential of Cultural and Creative Industries” economic problems of our countries, we of urban creative clusters. business models. new objectives, real answers and then, use the necessary toolsfor our challenges. Once again we reinforce our and dimensions and Culture launched a public moving forward and setting the basis integrate them with other for Education of public policies. are basis: creative education the creative brief 03 - an URBACT initiative | 1 The fundamental in this mater. Searching, invitation fortheunder this stimulating theme: of a wider and moreto come discussion and activate environments at local levels. During all you complex to Óbidos this The Directorate-General consultation on the Green example assumption The case of Jyväskyla is anPaper “Unlocking the Potential of Cultural and period 2008-2011 Creative Industries”. your brain cells about creativity. It’s this approach, mixing thinking and creating innovative and public policies that involve all the local actors of this consultationeconomy, culture, education, social The objective and balance the was to gather views on various issues “Creative Footprint – The guidelines,Step Will Be a practices and conceptual Next Big impacting the cultural and creative industries BARNSLEY . ÓBIDOS . REGGIO EMILIA . HÓDMEZOVÁSÁRHELY . MIZIL . INTELI . ENGUERA . VIAREGGIO . purpose of this city to ´ ´ support, is the overall JYVÄSKYLÄ . CATANZARO create a well businessof makes Creative Clusters network a in Europe, from Lot Small Steps”. that environment to the need to open up a common European space for culture, being community. That’s why the Humancittà tanti bambini”, Centro Internazionale Loris Malaguzzi - Reggio several events, not only – lead partner useful partner in Emilia Miguel Silvestre from capacity building to skills development and promotion of European Exhibition “Una Technology upgrading to a Human creators on the world stage. in Europe, but also in Brazil. As you can [creativeobidos@cm-obidos.pt] Solutions city, where technology public or private organisations activeread in this document, we were invited More than 350 public authorities, is at just a part of the solution. and individuals – from more than 25 countries European or national level, the creative brief 02 - an URBACT initiative | 1 to present our work and the Óbidos Case and representing the cultural and creative industries in their diversity – have Creativity and Innovation in Europe Miguel Silvestre – lead partneropinions to the Commission’s consultation that submitted their ideas and Study in a Forum about Creativity in [creativeobidos@cm-obidos.pt] closed on 30 July. Aracaju, Brazil. Also, in Europe, we bring The network Creative Clusters – “Creative Clusters in Low Density Urban good news with the contacts that we you Areas”, supported by the URBACT II Programme of the EC, has presented a have been establishing with Spennymoor, A few months after the presentation of the contributionGreen on the roleAscreativity in promoting theory can be, for us, the two centred of appealing as this local and regional England. For us, this is the feedback that we Paper on Cultural and Creative Industries the especially in small and medium-sized cities. We don’t have one without development, words are connected. need, which gives us confidence that our European debate has been more centred on – lead partner Miguel Silvestre the other. In small and medium-sized urban areas creativeobidos@cm-obidos.pt agenda, with content that is normally not innovation, rather than creativity. In a document the main difference is to have an integrated strategy reflected in national and European official produced for the EC Enterprise & Industry connecting creativity, innovation, sustainability and documents, is usefulbrief - an URBACT initiative | of special issue . the creative for a large number Directorate-General called “New Cluster Concepts education. Activities in Creative Industries” the core definition And that’s why Education was the subject towns. cities and of our of creative industries is linked to art, music, culture, last thematic workshop in Reggio Emilia. For the writing and fashion. This approach is mainly partners, it was the opportunity to learn with one of Miguel Silvestre – lead partner creativeobidos@cm-obidos.pt metropolitan-based. the world references. The degree of specialisation The document also states a big difference between and educational development in Reggio Emilia is the creative brief 06 - an URBACT initiative | creativity and innovation: “Art and culture and impressive, and the feeling from outside is that most other creative industries are not driven by Reggio Emilia has the future guaranteed. Obviously neither research, nor new solutions based on new things are always most complicated, but one thing knowledge from users; creative industries are is for sure, Reggio has a huge advantage when basically taste-driven and most creative workers competing with other places: Innovation. aspiration is to set new standards for users taste and Miguel Silvestre – lead partner choice”. creativeobidos@cm-obidos.pt the creative brief 04 - an URBACT initiative | The true power of networking After the study visit of our network to Kortrijk, briefly reported in this edition of our newsletter, its important to assemble some impressions. The first one is the commitment of the city with innovation and creativity. Truly impressive. European projects and networks sould visit the city and learn with experiences like the Interior Biennale, the Budascoop or the Innovation Festival. The involvement in the innovation process is a brand that should make Kortrijk one of the European examples in this subject. People, universities, public institutions and companies develop projects together, not only as lab, but also as true network of “human solutions”, as our partners of Jyvaskyla should say. Index Another important idea is the positive speech in all the projects, but particularly in the Eurotowns conference, where all the audience was invited to identify their own “idea killers”, at the same time that they have to dream without using the negative restrictions that we all have inside our way to work. That’s why, once again, we where surprised with the creativity without boundaries of children. The presentation of “my machine” project, born in Kortrijk and admired worldwide, showed us the endless capacity of children to imagine a world with answers to all our problems. Of course, we don’t need to be a child to be creative, but if we want to have the capacity to find solutions and solve our challenges we have to be fearless thinkers and producers of goodwill’s using networking as a tool. the creative brief 07 - an URBACT initiative | Miguel Silvestre – lead partner [creativeobidos@cm-obidos.pt] page 03_ OUR ROAD MAP page 31_ the creative brief 03 page 75_ the creative brief 07 page 05_ THE CREATIVE BRIEF page 41_ the creative brief 04 page 85_ the creative brief 08 page 09_ the creative brief 01 page 53_ the creative brief_special issue page 95_ the creative brief 09 page 19_ the creative brief 02 page 67_ the creative brief 06 page 102_TECHNICAL FILE

OUR ROAD MAPWhen Óbidos and Inteli started working on the network applicationwe always considered the importance of the communication skills,not only as a capitalization factor, but also as one of the mostimportant achievements for a project like ours, specially because it isrelated with small and medium cities. If the capacity to tell your ownstory in a Media Era is crucial to big cities and metropolis, due to thehigh competition among them, you could only imagine the effortneeded for small and medium cities to penetrate the media shell.Today, I think that we’ve completed our mission. With a mix ofcreative approach and eager nature we have been present in forums,in conferences and congresses, in study visits, creating a network ofcontacts consisting of interesting people and proactive institutions.The Creative brief was one of our most efficient tools in this strategy.Right from the first number the response was very positive havingimmediately generated links and comments to the contents that weproduced.Reaching the end of our project we are more worried with thepermanence of the contents that we produced than with theflow or speed of circulation. That’s why we decided to produce acompendium of all the newsletters and endow them with materialsupport. In a way it is also a form of dialogue between digital andgraphic material, between immaterial creation and the physicalcreation, all concepts that are very appealing to us.In your private bookshelf, or in your work space, it will always be auseful document for your construction of the future. That was themeaning of this network for all of us.TELMO FARIAMayor of Óbidos (PT) creative clusters in low density urban areas | 03

´ BARNSLEY . ÓBIDOS . REGGIO EMILIA . HÓDMEZÓVÁSÁRHELY . MIZIL . INTELI . ENGUERA . VIAREGGIO . JYVÄSKYLÄ | the creative brief compendium 2009|2011

THE CREATIVEBRIEFCreative industries and creativity-based business models have agreat potential in building the new post-crisis economic landscape.This assumption is promoting a re-view of local developmentstrategies in most innovative cities. Few urban issues dealsimultaneously so deeply with both space (physical dimension) andeconomy as creative industries. Indeed that is why these innovativecities are creating a sort of meta-projects or local creativeecosystems which deal with people (creative class), the economy(creative industries and entrepreneurs) and places (creative quartersor the very idea of the creative city) – all at the same time. Thistrend opens a window of opportunity for many well-positionedsmall and medium-sized cities. Even it can be a driver for re-visitingthe current basis of rural development.This is the vision that has inspired the URBACT network on CreativeClusters, lead by the historical village of Óbidos, in Portugal. Dealingwith the creative driver in local development is also a functionalpattern beyond the frame of big metropolitan hubs and corecities. Creativity as source of innovation may act as cross cuttingapproach to re-think economic and social development in small andmedium-sized towns given the opportunities related to accessibility,community life, culture and creativity-based business models.The networking activities carried out between 2008 and 2011 haveresulted in many findings acting as an inspiration for local policy-making, inside and outside the Creative Clusters partnership.For instance, the ability to turn the small size into an asset for acomprehensive local policy facing the challenge of the creativeeconomy (Óbidos); innovative education policies as an enginefactor for local creative ecosystems (Reggio Emilia, Óbidos, creative clusters in low density urban areas | 05

Jyväslylä or Barnsley); smart place branding or re-branding,enriching local backgrounds with the contemporary, where Óbidos,Jyväskylä and Barnsley make up impressive cases; or the notalways easy coordination with other supra-local communicationstrategies (Viareggio-Versilia, Jyväskylä-Central Finland, Enguera-Caroig).Other key messages along this period have to do with theimportance of packaging specific support measures for attractingand retaining creative professionals and entrepreneurs, and therelevance of encouraging networking and relations at local level(Barnsley); the delivery of a new generation of urban facilities thatmeet the needs of the so-called creative class, a challenge wherecity size does not matter again (Óbidos); the strong commitment toinvolve citizens and local stakeholders in policy-making, in a morehorizontal or relational way to perform political power, as it happensin Hódmezó ´vásárhely or Mizil (and particularly in Kortrijk, Belgium,selected for one of our key study trips); framing the creativeindustries within a new cluster reading of the local economy(Jyväskylä); events and the cultural agenda as catalysts… in fact thelist of lessons learnt are not just here.The “Creative Brief” has been a fundamental channel during thesethree years of shared learning itinerary, helping all the partners touse a range of creative issues as functional drivers to re-fresh theirworking agendas in local development. We really hope you can alsofind some useful insights in it.MIGUEL RIVASLead expert of the network0 | the creative brief compendium 2009|2011

“…to preserve our scale as crucialas the development pattern itself.A pattern empowered in cultural andcreative economies”TELMO FARIAMayor of Óbidos (PT)“Thinking small in a big way”REMAKING BARNSLEYStrategic Development Framework 2003-2033 (UK)“We need to move from atraditional rural pattern to a moresophisticated one, with presenceof urban attributes like culturallife, technological accessibility,competitive economic activities atglobal level and quality of life. Forus creativity is a key driver for thisvision”SANTIAGO ARÉVALOMayor of Enguera (SP) creative clusters in low density urban areas |

the creative brief 01June 2009

the creative brief 01 June 2009The Creative Brief also a functional pattern beyond URBACT network is workingis the newsletter of the the frame of big metropolitan on five key sub-themes: i)URBACT network on “Creative hubs. Even more, creativity as creative clusters: diversifyingClusters in Low-Density Urban source of innovation should local economic base andAreas” lead by the Portuguese act as a cross cutting approach opportunities to young people;city of Óbidos. It is an added to re-think economic and ii) events and cultural agendasvalue cooperation project social development in middle- as catalysts; iii) promoting thewith the goal to perform sized and small towns given creative city: a new range ofa collective “learning by new opportunities related to facilities and infrastructures;doing” exercise in the field of accessibility, community life, iv) creative entrepreneurs andurban creative clusters. The culture and creativity-based talented people: attractionfundamental assumption is business models. and retaining; v) setting thethat creative issues in local basis: creative educationeconomic development are During the period 2008-2011 this environments at local levels.Welcome to Creative ClustersWelcome to the first Newsletter of the European Europe with facilitated communication systems,Network Creative Clusters, Urbact II. It intends to we intend this to be another vehicle for citizensbe an information space of all partners, under the interested in this theme.coordination of the Municipality of Óbidos (Portugal). The newsletter is open to all participants. WeIn this first number we promote our more recent welcome an active collaboration, by sending smallactivities, as well as the creativity agenda that we articles, or other initiatives to be organized in the EU.want to mark the development of our work. Please send all information to the following e-mail:The Network has as main objective the elaboration of gap@cm-obidos.pt.Local Action Plans in the domain of creativity. We areopen to all suggestions and contributions towards Best Regards,the enrichment of our work. In an open, global, José Parreira, Lead partner – Creative Clusters creative clusters in low density urban areas | 09

VISIONS FROM THE MAYORSTelmo Faria, Mayor of ÓbidosQuestions delivered by Miguel Rivas, Urbact lead that other territories have interest in cooperating withexpert, to Telmo Faria, Mayor of Óbidos [Portugal] us. This endows us with enormous responsibility as wellin the framework of the Urbact thematic network as with new challenges which naturally arise. Among“Creative Clusters in Low Density Urban Areas”. others, launching the first network of creative cities in Portugal was a good example. It is a network thatMR. First I would like to tell you how impressed we extends from North to South and that has more than 300were on your organizational work for the launching thousand people and cities of great prestige involved,conference of the URBACT Creative Clusters Project last such as Guimarães, which will be the European CapitalJanuary in Óbidos. We met many delegates from all over of Culture in 2012. It is a project that is still in a veryPortugal and we know you are also leading a Portuguese initial phase and in which we bestow many hopes.network on creative economies including Guimarães,Montemor-o-Velho, Montemor-o-Novo and Portalegre. MR. Óbidos has an extensive project portfolio in creativeIsn´t it amazing that a village below 10.000 inhabitants is issues and cultural agenda. What kind of strategy andleading the debate on the creative city in Portugal? tools you are displaying to communicate this at nationalTF. The work that we have been developing started level?; are you considering specific measures to attractseven years ago and is based on a crucial idea: we must creative people and firms?innovate and develop unique projects when we are TF. Attracting the creative class is one of the centralfaced with a territory that is small or depressed; when purposes of our strategy. Firstly, through theirwe feel that we can only depend on ourselves and on participation, even though more ephemeral, in ourour talents and ideas to “turn the situation around”. We cultural and other innovative events. Secondly, wefelt this impulse in 2002 when we first began. In a half intend to involve and attract people to live and worka dozen years we have gained the country’s respect in Óbidos. In view of this, we are developing twobecause of our creative initiatives, as well as for the different structural paths: new types of housing, ainvestment that we have attracted, for the zoning more varied real estate offer and the creation of placesmodel of our territory, or even for the audacity of our and conditions to work and run a business: incubatorsenvironmental sustainability program undertaken in the and the Technology Park that we wish to specializelast few years. Today we are respected. We also feel in creative industries. If to these paths we associate10 | the creative brief compendium 2009|2011

the investment and ambition in education and in the is given to the “politics of cities”, as if a new city and aincrease of life quality, we find a large number of people historic centre could be dealt with in the same manner.wanting to live in Óbidos. It is important to us to attract Another problem is the distance between what ismore creative professions and develop the talents that declared politically and what is actually applied in theare hidden in those who live in this municipality. The terrain. A good example is the subject of creativity. If onprogram “discover your talent” that we implemented the one hand the Government says that this is a priority,last year in our educational program, the launching of a when we look at NSRF (National Strategic Referencecreative council and our dedication towards providing Framework) – a European financial programme – wea creative education, among other projects, aim to do not find adequate political instruments to supportstimulate this dimension. These are only some of the projects of creativity or the creation of creative clusters.specific measures that intend, on the one hand, to The network of Economic Creativity, pioneer in theattract, and on the other, to develop a community that country, as I have referred, has not received any financialvalues the acquisition of knowledge, individual talent, support. Unfortunately, it is not enough to have aand human capital. Only in these circumstances can we minister or a government say what they want, it is alsoface the future with solidity. It is a new value that we are imperative to create the necessary political instruments.progressively instilling in the community: that of which itis worth while to be innovative and creative and that this MR. You have two local agencies, Obidos Requalificais something that is of easy access for all. and Obidos Patrimonium, could you please tell us more about their tasks?; are you considering another specificMR. The strategy “Creative Óbidos” is not only focused tool to manage the Creative Óbidos strategy?on the built central village but also comprising the whole TF. These two municipal companies intend to makesurrounding area, what does it exactly mean? procedures of local administration more agile. They alsoTF. Our entire model is territorial. The historic Town is focalize the municipality more effectively by undertakingonly more symbolic because of its heritage, but the its more traditional activities. Óbidos Patrimoniumbrand “Óbidos” crosses the entire municipality. It’s manages the areas of culture and events management,as if it were a zip code. If we have the zip code 2510, while Óbidos Requalifica concentrates on urbanwe belong to Óbidos. In this sense the concentration requalification by developing ambitious projects such asof investment is not only in the historic centre. At one the development of the Technology Park of Óbidos. Bothend, we have 4200 hectares where we will offer over companies are important instruments in carrying out the20 thousand high quality hotel rooms. At the other end Creative Óbidos Programme.we have the Technology Park. The large infrastructuressuch as the school complexes are located to the North, MR. Finally, what kind of Local Action Plan for ÓbidosCentre and South of the Municipality and everything are you working on within the URBACT framework?is developed in a network prospect. It is a cultural and TF. Our plan is very extensive and began before thesocial project that functions locally but that is integrated URBACT project, as we defined an action plan inin a larger movement or network. This is our model order to transform Óbidos in a creative cluster. Afterand as for such, a creative industry can be installed in a phase of a more reserved participation by municipala Technology Park, in a village, in an abandoned factory employees, under the coordination of the mayor, it willor any empty urban space. What matters is not only its gain a new momentum by adjusting much of itself tophysical location, but whether it is an integrant part of the cooperation philosophy of URBACT II, in accordancea network or not. That is Creative Óbidos...whether in to the global and individual projects of our partners,the 2510 zip code (Óbidos), in the rest of Portugal or in and in the midst of an economic crisis. All theseEurope. One of our foremost Portuguese writers, Miguel dimensions are being worked on as well as other levelsTorga, says “the universal is the place without walls”. of participation. We have counted with the preciousOur main agenda and strategy has this dimension: contribution of the Local Support Group and, in a shortcreativity and sustainability are the two great examples period of time, we will become a global network, with anof the universal challenges. action and objectives plan that will be available online, not only at the level of observation and knowledge, butMR. Lack of effectiveness in public-public cooperation in the construction and participation of each citizen.at both local-local and national-local levels has been Each one of us, whoever we may be, will be able tounderlined as a main barrier for territorial development in contribute towards the construction of a Creativeyour region. Do you agree? What to do from the political Óbidos. It is also a clear signal of the open regime thatside to overcome this? we aspire. Whoever has an idea or a Project that wantsTF. I believe that the matter of cooperation is to see developed, Óbidos is the right place to do so.progressively changing. The biggest problem is the This is also one of the dimensions that we want to workinexistence of adequate political instruments. When on in the ambit of URBACT II and, above all, make publicwe speak of heritage or historic centres, all attention politics available to all citizens. creative clusters in low density urban areas | 11

LIFE OF THE NETWORKJyväskylä joins the this network is for the first to increase the wellness of people living in this area. The second is to increaseURBACT thematic network the interaction between the people. The third goal is to empower people working in the creative cluster to tryon Creative Clusters to find new ways of doing cooperation with the social and wellness sector”.Our URBACT network has been recently reinforced Further info: Pirkko Korhonen, pirkko.korhonen@jkl.fiwith a new partner from the Scandinavian Countries: http://www.jkl.fi/langJyväskylä. The city has 130.000 inhabitants and islocated in Central Finland, 270 km north of Helsinki. Itis often called the “Athens of Finland” because of itscultural and sports facilities and its long traditions ineducation. The city is home of the annual JyväskyläArts Festival and it is also famous for its many buildingsdesigned by Alvar Aalto.The City Council is working in the area of “Culture inWellness” due to the active development of creativeproducts and solutions in the wellness sector in theregion. One of the objectives of the Municipality is “toincrease the entrepreneurial and voluntary cooperation Working at local level The first semester of 2009 will be crucial in order tobetween the municipal fields of culture and health, start working at local level in a systematic way. Pleasewhich also can have vitalizing effects on the economic keep informed the URBACT lead expert on every stepdevelopment of the city.” you take concerning your local support group and theFor Jyväskylä project manager, “one of the aims of progress on your local action plan.Calendar of events 2009. v.May_09ACTIVITY LOCAL ORGANIZER COMMENTS DATE JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DECLaunching conference in Óbidos City Council January 22Óbidos1 Steering committee Óbidos City Council January 23Creative Mayors’s Summit Óbidos City Council January 22Óbidos LSG Óbidos City Council January 21Thematic Pole meeting in Paris Urbact Secretariat January 29-30Viareggio LSG Viareggio City Council Including working session with February 16 the LEReggio Emilia LSG Reggio City Council April 10Presentation of the research The Mayor, Graziano Delrio,on creative and knowledge Reggio City Council attend this presentation April 22economy in Reggio EmiliaJyvaskyla LSG Jyvaskyla City Council April 14EICI Group meeting in Brussels EICI Group INTELI attend on behalf the April 21 networkBarnsley LSG Barnsley City Council April 30 Including working session withHódmezövásárhely LSG HMV City Council the LE On April 7 a preparatory May 25 meeting was organized.Enguera LSG Enguera City Council May ??Thematic Pole meeting in Paris Urbact Secretariat June 09-102009 key study visit in Jyvaskyla City Council July 09-10JyvaskylaThematic workshop”Diversifying Local Economic Mizil City Council and other October 01-03Base and Opportunities to Romanian institutionsYoung People”Learning Clusters - TCI Annual The Competitiveness Institute October 13-16Global Conference, JyvaskylaJyvaskyla LSG Jyvaskyla City Council Including working session with October 14 the LE2009 Urbact Annual Urbact Secretariat November 24-25Conference in StockholmActivity at local level Activity at network level Activity at thematic pole level and capitalization events12 | the creative brief compendium 2009|2011

The Challenges for a localaction plan in Viareggio [Italy]A report on the URBACT lead expert´s > Related to carnival as mayor event in the citystudy visit. 16th February, 2009 Carnival in Viareggio is rooted in the century 19th. It is symbolized in the figure of Burlamacco. The eventFirst I would like to thank Franco Allegretti, head is managed by the Foundation Carnevale di Viareggio.of town planning and environment and his team, Behind the carnival there is a network of craftespecially Cristiana Bertuccelli, for organizing an handmade workshops and creative people working inexciting working agenda devoted to URBACT Creative designing no just for the local carnival but for manyClusters in February 16th, 2009. other cultural productions nation wide: opera and theatre. The so-called “Parc della Cittadella” is a sort ofThis agenda comprised a study trip around the most thematic business park devoted to workshops relatedoutstanding projects in the city, a working lunch with to carnival artistic production.the municipal staff involved in the URBACT CreativeClusters thematic network [including the towncouncillor in charge of spatial development, assesorePier Luigi Cinquini] and the first meeting of theViareggio Local Support Group.Well, I see a Creative Strategy for Viareggio with avery physical dimension, deeply embraced with boththe city map and the recent and on-going tangibleflagship projects creating or reinforcing spatiallandmarks. This approach lies in the following facts:1. - The city is promoting a range of outstandingprojects in a number of relevant fields for the city:> Related to tourism-leisure-cultureA real challenge for Viareggio is to diversify the city astourist destination beyond the sun&beach binomial.For instance, the city could offer an “urban experience”[such as in the happy 20´s in century 20th] reinforcingits waterfront, the “Passeggiata a Mare”, as an iconicspace and handling the ortogonal city map and thenatural spaces of the surroundings is a more activeway. Sure, the renewal of the Eden theatre and thecongress centre work in that way. creative clusters in low density urban areas | 13

> Related to the yacht building industry > The area around the port is the heart of the city. Meeting point between the most innovativeViareggio is a world-class local production system developments linked to the yacht building industry andin recreational shipbuilding industry [motoryachts the new tourist developments related to navigation. Aand megayachts]. Only the private port of the local meeting area between the Promenade and the culturalcompany Lusben [now in the Azimut-Benetti group] district. It should be the place to engine a creativecovers over 15,000 sq meters of water surface and Viareggio strategy.moorings for about 40 yachts from 20 to 65 meters inlength. The City Council in now planning a Technopole > Parks, green areas and public spaces have a morelocated just beside the harbour. relevant role to play, as privileges scenarios for cultural and street life in a creative Viareggio.> Related to cultureThe Torre del Lago’s Puccini annual festival is anevent entirely devoted to Puccini operas that itwas inaugurated in 1930. In this area an open-airauditorium was inaugurated in 2008 as a key elementin a wider project called “parco della musica”, withhigh expectations for combining music learning andperformances and nature. The “Foundation FestivalPucciniano” could play a wider role than todayconducting this kind of strategy.In addition, the Galleria d´arte moderna econtemporanea has been inaugurated in 2008, withmore than 3.000 painting works, most of them comingfrom private collections in the city. > The seashore of Versilia, the lake Massaciuccoli at the foot of the Apeninos [the same impressive natural landscape who inspired Giacomo Puccini]… is a superb natural environment where to context the urban creative Viareggio. This sort of recreational opportunities also for a strategy in eco-tourism complements perfectly with a renovated supply of Viareggio as a beach city. 3. - The fact that the town planning office in Viareggio, headed by architect Franco Allegretti, is leading the participation of the city in the URBACT Creative Clusters network. > This reinforces the aforementioned physical dimension for a Creative Viareggio strategy. Although2. - The uniqueness of the Viareggio urban geography the participation of other departments in charge ofoffers great possibilities to handle actively with the city economic development, culture or tourism has to bemap itself as an asset in a strategy on creativity. assured.> Downtown Viareggio reminds to a sort of horizontal > The real challenge is to combine actively all thisManhattan, including its own central park. With this recent and on-going flagship projects on a cross-cuttingurban asset in mind there is a gap still to cover in terms strategy [Creative Viareggio] generating synergiesof stimulating galleries, restaurants, shops… in the beyond a simple sum of projects. For that the Localframework of a creative strategy to convert Viareggio Action Plan for Viareggio should consider most ofin a landmark in Italy attracting creative people, the five main sub-themes identified in the workingentrepreneurs and firms to the city. programme for the URBACT Network on Creative Clusters.> Beyond the restoration of the Eden theatre or theCentro Congressi, the Promenade di Mare demands > For instance, to provide facilities for entrepreneursa more extensive classical operation of waterfront and the creative class [business incubators, artistrevitalization, considering working spaces for the residences…] already conventional in many cities in thecreative class, galleries and so on. A main street not just same rank than Viareggio but still nonexistent in thefunctional during Summertime but during all the year. city.1 | the creative brief compendium 2009|2011

> As regards a strategy on place branding, may be it As regards the Local Support Group membership, wemight be considered a supra-local one, at Versilia level, advise to take into consideration the association of thenamely comprising Massarosa and Lucca. It could yacht industry, the hotel association, the associationmean new assignments for the existing Versilia Agenzia of the carnival craftsmen, Fondazione Mateozzi andper il Turismo. the Managing Authority in the Toscana region. As well as some direct enrolment by creative local people and> To enhance all kind of elements aimed at a more extensive firms [Gionata Francesconi http://www.youtube.com/interaction of Viareggio with the international level. watch?v=DMFx-4vKpq4, etc].Call from GreeceGeorge Charalampopoulos, creative issues at urban scale, inhabitants Greece town, capitalchairman of Creativity for Growth has contacted us asking for of Messinia province.[C4G], www.c4g.gr, a Greece collaborative opportunities forthink tank very active promoting the city of Kalamata, a 80.000 www.messinia.gr.URBACT Creative Clusters is officialpartner of EICI, the European InterestGroup on Creativity and InnovationEICI was initiated by MFG Baden- Württemberg, a regional and directors from regional and local developmentdevelopment agency for ICT and media in the Southwest agencies, research institutions and creative companies.of Germany. The vision of the Group is to nurture the URBACT Creative Clusters Network was representedlinks between creativity and innovation at the interface of in the event by Catarina Selada who was coordinatingconsumers, the creative industries, cultural institutions, one of the thematic panels about “Regional Clustersresearch, education and the public sectors. for Creativity”. The URBACT network and INTELI are already partners of EICI. However, other cities of theEICI hosted the Creativity World Café on 21st April in network can propose the adhesion to the Group.Brussels. This event brought together high level decisionmakers from European institutions with CEOs More information: www.creativity-innovation.euBuilding bridges with on-goingrelated urban experiences in GermanyThe city of Altenkirchen, which is is preconditions in low density contacted URBACT Creativea representative of small German urban areas require a much more clusters network, namely tocities in a region between two differentiated approach in cultural interchange information and on-high density urban areas [Frankfurt economy compared with high going experiences on the small andRhine-Main-Area and Cologne area] density urban areas. So they middle-sized cities way to creativeis currently identifying its potential are discussing a model project issues on economic development.in creative economy through a study together with the German umbrella We are now considering someconducted by the Austrian University organisation for middle-sized kind of “institutionalized” formof Vienna. Probably it is the first cities (“Deutscher Städte- und of networking between thetime a German small city tries to Gemeindebund”, http://www.dstgb. Urbact network and our Germancapitalise its creative potential in de/homepage/index.html) in order colleagues. Do not hesitate toa way which supports its whole to create a kind of “role model” for contact the URBACT lead expert forregion. German middle-sized cities. any suggestion or proposal you mayA key assumption of this “LAP” That is the reason why they have have on this. creative clusters in low density urban areas | 15

Capitalize you local initiatives on creative issuesthroughout the European Year of Creativityand Innovation 2009 and authorise the use of the logo and other material associated with the Year. Organisers of initiatives at national, regional or local level, should contact their respective National Coordinator proving that the initiative meets the eligibility criteria. VISIBILITY FOR YOUR INITIATIVES. Information about the events forInformation extracted from www. to the objectives of the European which you are requesting the logocreate2009.europa.eu. For further Year of Creativity and Innovation will be published upon verificationinfo please contact Monica Urian 2009? You are welcome to use the in the Calendar of Events atde Sousa, European Year of Year’s name and logo! http://www.create2009.europa.Creativity and Innovation 2009, eu/calendar_of_events.html Main criteria for eligibility: yourEuropean Commission-Directorate activity should: i) take place REPORTING ON OUTCOMES.General for Education and between 01 January and 31 You could send informationCulture, phone: +32 2 2951738, December 2009; ii) contribute to after events have taken place, inemail: Monica.Urian-de-Sousa@ achieving the objectives of the particular a short statement of keyec.europa.eu. Year. For activities and events conclusions of conferences etc.,USE OF THE NAME AND LOGO at regional or local level. Your so that these can be taken intoOF THE YEAR. Do you have a National Coordinator is entitled to account in drawing conclusionsproject which fully corresponds recognize officially your activities from the Year as a whole. FORTHCOMING EVENTS2009 key study visit, Jyväskylä [Finland],July 09-10The first of the two key study visits scheduled inthe working programme of the URBACT Networkon Creative Clusters will take place in 9-10 July inJyväskylä, during the city Arts Festival. The partnerswill learn about the creative characteristics of the citythrough site visits, creative events and workshops withpolicy-makers, in order to exchange best practices andinnovative approaches concerning creative clusters andcreative places. And of course take a time to have aFinnish sauna.Once a draft agenda for the visit will be ready, the localorganizer, namely the Jyväskylä city council, will senda call to all the partnership. Please bear in mind thatthis kind of events at network level are also open tolocal support group members and representatives ofManaging Authorities. More information: http://www.jkl.fi/lang1 | the creative brief compendium 2009|2011

Creative Clusters: Diversifying Local EconomicBase and Opportunities to Young People,URBACT thematic workshop, Mizil-Romania,October, 2009The Mizil meeting will be the first of a number of plus a study trip to the Prahova county on Saturday.thematic workshops scheduled in the working A preliminary programme will be delivered in theprogramme of the URBACT network on creative coming weeks.clusters in low density urban areas. Basically wewill arrange different sessions during two working Further information:days, including a steering committee of the network, Petronela Sturz, petrosturz@yahoo.com PARTNER SEARCHEU Culture ProgrammeThe city of Potenza would like The Potenza project idea, PARIUS languages and urban dance. Artiststo candidate to EU Culture (Performing ARts In Urban and experts, languages and skillsProgramme as coordinator of a Scenario) tries to find a solution from different parts of EuropeCooperation project and build to cities problems related to work together to the project ina strong partnership with other places appeal, identity and order to promote a new urbanEuropean cities sharing similar relationships by using culture and culture able to reinterpret citiesexperiences in the field of culture. transforming urban anonymous contexts and corners, and find new spaces into areas where time scenarios for artistic events.The objectives of this call for for social relations, contact, andproposals within the framework communication is produced.of the EU Culture Programme The debate concerning the Intersted cities could contact:are: promoting trans-national contemporary cities focuses on the Leonardo Ricchiutimobility of people working in the leonardoricchiuti@virgilio.it re-conquest of the public space.cultural sector; encouraging trans- Culture gives the opportunity Antonella Fittipaldinational circulation of cultural and to look at reality and cities in a sat@comune.potenza.it.artistic works and products; or different way by means of art, The deadline to present the project isencouraging intercultural dialogue. architecture, new communication 01/10/2009. creative clusters in low density urban areas | 1

the creative brief 02 December 200918 | the creative brief compendium 2009|2011

the creative brief 02 December 2009Urbact Creative Clusters Network in theEuropean Creativity AgendaGREETINGS FROM THE LEAD PARTNER was presented in several forums, from Brussels to Stockholm.URBACT Creative Clusters network had a good Today we need to be connected to other peopleyear. Despite the global economy atmosphere, and networks; continue our work in setting thewe kept a positive attitude. We started in basis of a new and wide approach to creativity.January discussing the challenges of our We welcome an active collaboration, byeconomic model and launching the Óbidos sending small articles, or other initiatives to beCharter, learnt in Finland with the experience organized in the EU. Please send all informationof Jyväskylä, started new projects in our to the following e-mail: creativeobidos@cm-territories, and finished our year in Romania obidos.pt.discussing how creativity could diversify Best Regards,economy and create new opportunities for José Parreira, Lead Partneryoung people. At the same time the networkThe Creative Brief is the is that creative issues in local URBACT network is workingnewsletter of the URBACT economic development are also on five key sub-themes: i)network on “Creative Clusters a functional pattern beyond the creative clusters: diversifyingin Low-Density Urban Areas” frame of big metropolitan hubs. local economic base and[http://urbact.eu/en/projects/ Even more, creativity as source opportunities to young people;innovation-creativity/creative- of innovation should act as a ii) events and cultural agendasclusters/homepage/] lead by the cross cutting approach to re-think as catalysts; iii) promoting thePortuguese town of Óbidos. It economic and social development creative city: a new range ofis an added value cooperation in middle-sized and small towns facilities and infrastructures;project with the goal to given new opportunities related iv) creative entrepreneurs andperform a collective “learning to accessibility, community life, talented people: attraction andby doing” exercise in the field culture and creativity-based retaining; v) setting the basis:of urban creative clusters. business models. creative education environmentsThe fundamental assumption During the period 2008-2011 this at local levels. creative clusters in low density urban areas | 19

VISIONS FROM THE MAYORS explanation for that? What could be the role of the city council in facilitating new opportunity windows for that sector in your town? JL. Hódmezó ´vásárhely is in quite a good situation. Although both the town and the ceramics factories have felt the financial crisis, no huge problems have appeared in the town. The local ceramic industry was developed with state intervention in the ’60s, during the socialist period, but at the same time on a quite high level. Due to the high-technological level and good infrastructure, after the change of regime in 1990, the ceramics industry in Vásárhely could find several investors, who have made high-level specializations, technical developments according to the market needs, so they could stay competitive. This is why the ceramic industry of Hódmezó ´vásárhely is so well developed. At the same time, I have to mention that Vásárhely’s handicraft and ceramic industry is becoming a victim of Far Eastern dumping, which goes side by side with the dramatic change of customers’ habits. These altered circumstances cause several problems for traditional small craftsmen, who have fewer and fewer customers and followers too. This is a complex problem, the solution of which can only be realized through cooperation and with joining forces. A thoroughDr. János Lázár programme has to be created after surveying needs and available resources that can handle the above mentioned symptomes all togehter. The leaders of the town, takingMayor of into consideration the opinions of the stakeholders will have to decide whether this will be realized in the form of boosting the economy, or a tourism intervention.Hódmezó ´vásárhely The first step of this long-lasting programme was the realization of the Integrated Town Development Strategy in 2008. Related to this and also in order to reach ourLeadership and powerful new visions are key starting strategic aims, we take part in two international projects:points to face new paths in local development for small CeRamICa under the INTERREG IVC Programme, ledand middle-sized towns across Europe. This section by our city and Creative Clusters under URBACT IIcontains a number of short interviews by Miguel Rivas Programme. Our basic aim in both projects is to start our[the URBACT lead expert for creative clusters] to the own, complex and long-lasting developments in order to find solutions for the above detailed problems with theMayors of the city-partners. This issue with dr. János help of international good examples and practices.Lázár, Mayor of Hódmezó ´vásárhely, a fifty thousand The Local Support Group (LSG) that has been set upinhabitants town located in the heart of the Hungarian within the Creative Clusters project regards ‘clustering’Southern Great Plain, near the Serbian and Romanian as the most important topic in the process of thisborders. problem handling. Thus the town wants to widen the frames of the LSG and organize a local forum focusing on the topic of local handicrafts and clusters, with the“My main aims are the improvement of employment, utmost involvement of all concerned people.the revitalisation of local entrepreneurship, thepreservation of regional culture and environment and MR. Hódmezó ´vásárhely hosts a major cultural event likethe appreciation of solidarity and dignity” the Vásárhely Autumn Exhibition [a well-known fine-arts exhibition in Hungary]. Also a unique exhibition spaceMR. Industrial ceramics as the main economic sector aimed at a critical review of the communist periodin town is suffering these days a severe adjustment [Emlékpont] is located in the town. How do you see theincluding the closure of some big factories. What is the role of culture for a middle-sized town?20 | the creative brief compendium 2009|2011

JL. Despite the small size of the town, it used to be JL. I think in Central Eastern Europe it is more difficultone of the most significant cultural centres of the Great to activate, develop and take local communities intoPlain. We have remarkable traditions in the area of development processes because of the specificculture, for example symposiums, which are organized characteristics of the socialism and the socialistevery year and in which several European artists take heritage, though integrated development can only bepart, not to mention the well-known Autumn Exhibition, realized with the presence of local communities. Thewhich is an important event at national level, too. participation in international projects is a significantWe have defined ourselves in the Integrated Town lesson for us to emphasize the involvement of the civilDevelopment Strategy as the centre of the great plain’s sphere. The URBACT II project Creative Clusters is aculture. We have to build this town image consciously good chance for this. We would like LSG members toand realize a common brand behind which the town’s be active participants, not only at local level, but at theservices have to be collected. We have to find the international network level too, because we have toproper image, slogan and the content behind these in create our Local Action Plan through listening to andorder to make Vásárhely competitive at the Hungarian incorporating their opinions and advices. Other importantcultural market and appealing for the neighbouring element of their motivation is my personal participation,countries as well. This is why the LSG, working within which gives legitimacy for their participation.the URBACT II Creative Clusters project has definedconsious town-marketing as the second most important MR. What will be the main orientations of your Localarea besides clustering. Action Plan in the field of creativity? JL. Vásárhely develops its Action Plan in line with theMR. The Tornyai János cultural city rehabilitation Integrated Town Development Strategy. So far in theprogramme is an integrated redevelopment strategy LSG meetings that have been organized we identifiedfor the city centre. What are you doing? How are those areas which are important and significant foryou dealing with culture and creativity issues in that the town so that harmonized developments would beprogramme? realized in the field of creative economy. The two mostJL. The rehabilitation of the city centre is a very significant topics are the realization of a craft or culturalsignificant and determining investment for the economic cluster, and the creation of conscious town-development of the town from an economic, cultural, marketing/image. Besides these topics, there are alsotown rehabilitation and touristic aspect. The Programme several important areas like community development linkedincludes activating cultural and community institutions to the creative issues of urban development, involvementand reintroducing them into the town’s life and of local citizens into the creative development of the town,economic circulation again, developing education, development of different kinds of programmes and eventsimproving touristic attractions and re-enacting as catalysts, stimulating tourism opportunities, creating abuildings. This is a complex investment in which living connection between cultural traditions and educationthe above mentioned elements intensify each other. and creating creative spaces in the city.The infrastructural development and renovation ofPetiófi Sándor Cultural Centre is closely related to this MR. Finally, how do you see the role of middle-sized townssignificant project. Under this project a multifunctional in Hungary as “work & live environments”?centre will be realized, which will rationalize the JL. In Hungary, the role of Budapest is over-emphasizedaccomplishment of cultural tasks: communal, training, from all perspectives (economy, culture, inhabitants etc.);educational and experience functions set up in one this is why middle sized, rural towns are in a difficultplace. Within the project the development of Tornyai situation, not to mention the high level migration. AfterJános Museum and Alföld Gallery will be realized. the First World War, the situation of rural towns becameRelated to the Tornyai János Town Rehabilitation disadvantageous, because of the changing of theProgramme two private investments are also borders which caused that they lost greater part of theirdeveloping. Some years from now Hódudvar centre - a attractiveness.service centre- will be built in the city centre with 200 Hódmezó ´vásárhely’s situation is similar; furthermore,parking places, shops and bureaus and as a result of the it has to compete with the neighbouring regionalother private investment, the Ginko-Sas Hotel with 90 centre, Szeged. This is why I regard it important torooms will also be built. find that market gap and town-image which can make Hódmezó ´vásárhely a unique and outstanding place. TheMR. We used to see members of the Hódmezó ´vásárhely aim is to ensure that Hódmezó ´vásárhely can keep itsLocal Support Group in many of our activities at network inhabitants and to ensure the future development oflevel, which is great. What exactly means participation the town.for you? creative clusters in low density urban areas | 21

LIFE OF THE NETWORK JYVÄSKYLÄ22 | the creative brief compendium 2009|2011

Sharing experiences with creates a diverse and multicultural environment. Theatres, orchestras and clubs make Jyväskylä also aJyväskylä [Finland] throbbing cultural city.A REPORT ON THE STUDY VISIT TO JYVÄSKYLÄ BY INTELI. 7-9 JULY, 2009 The city is surrounded by forests and lakes and it is a sporting paradise for all interested in physicalJyväskylä is located in the Lake district of Central wellbeing. Greenness, freshness, security and sense ofFinland, about 250 km from Helsinki. With 130.000 community are some of the distinctive characteristicsinhabitants it is one of the Finnish growth centers of Jyväskylä.alongside the urban regions of Turku, Oulu, Tampereand Helsinki. The Network City: Cluster Model and Triple Helix Jyväskylä is a city of networks between companies, universities, institutes of higher education, research institutes, technology centres, public organisations, etc. The active engagement of governments in creating optimal environments for business activities and the strong interaction between university and industry are the basis for the success of the well-known triple helix model. Moreover, through the effective use of the open and user-centred innovation approach, we can talk about a quadruple helix, integrating also the civilThe URBACT Creative Clusters partners and some society.members of their Local Support Groups arrived at the A region-based cluster model is in operationcity of the famous architect Alvar Aalto during the under the edge of the Finnish Centre of ExpertiseJyväskylä Arts Festival. Pirkko Korhonen, the project Programme, a specific government initiative orientedcoordinator of URBACT in Jyväskylä and R&D Manager to utilise top level knowledge and expertise as aof Innovation Services of the City, organised the study resource for business development, job creation andvisit and received the European delegation with high competitiveness, integrating 13 national clusters andprofessionalism and hospitality. 21 regional centres of expertise. Jyväskylä Region Centre of Expertise focuses on theThe Human Technology areas of new generation machines and equipment, bio energy, and housing and construction. WellnessCity: Wellbeing and technology and knowledge intensive businessQuality of Life services (KIBS) are also growing in importance and will play a major role in developing the humanJyväskylä promotes itself as the “Human Technology technology city. The Centre participates in five nationalCity” (www.humantechnology.fi/; www.jkl.fi/lang/), cluster programmes: energy technology, ubiquitousmixing the technological and human dimensions of computing, forest industry future, nanotechnology andinnovation. Quoting the Mayor Markku Andersson tourism and experience production.“technology traditionally has a hard basis, steel orbytes (...) we want to combine technology with morehuman or psychological aspects, and harness it inenhancing people’s life”. The main objective of thecity’s innovation policy is the wellbeing of people andthe environment, and its final competitive asset is thequality of life.In fact, Jyväskylä is a youthful, lively and internationalcity. It offers its inhabitants inspiring possibilities forliving, studying and entrepreneurship. Due to thenumber of students being one of the highest in Finland,its age structure is young. Moreover, the presenceof students from around 100 countries in the world creative clusters in low density urban areas | 23

LIFE OF THE NETWORK significance. It was amazing to see how music therapyJyväskylä Innovation Oy (www.jklinnovation.fi/en) is the rehabilitation works and how music can be used to setinstitution in charge of the Jyväskylä Region Centre of and create mood.Expertise Programme and it is the national coordinatorof the nanotechnology cluster programme 2007- This interdisciplinary nature of the research work and2013. Its mission is to develop the right innovation the links established with industry and other relevantenvironment and technology clusters and to support players was also experienced in the AGORA Humanthe development and competitiveness of technological Technology Centre, a meeting place for people andenterprises in Jyväskylä region. The URBACT delegation technology as well as a multidisciplinary researchvisited the organisation located in the recent Innova environment where research, education, and businessbuilding, in Luttako area (a living lab centred on tourism work together. The combination of technology andand events), and became impressed with its modern social innovations can be seen, for example in the Mindpremises and huge package of business services. Tech Laboratory that develops and applies technology for the study of human mind.The “City of Schools”:Education and Research The Cultural City: CreativeJyväskylä is known as the “City of Schools”. The city Spaces and Eventshas been recognized as the centre of Finnish education Jyväskylä is home for a large variety of cultural activitieshosting several universities and higher education and events, the most popular of which are the Nesteinstitutes, such as: the University of Jyväskylä (www. Oil Rally, the Jyväskylä Arts Festival and the Graphicajyu.fi/en/), the JAMK University of Applied Sciences Creativa Triennial, but also LUMO - Contemporary(www.jamk.fi/), the Air Force Academy and Jyväskylä Photography Triennial and Jyväskylä Summer Jazz.Polytechnic, but also several innovative cross-field Moreover, several national and international congressesresearch institutes. are held in the city at the congress and trade fairThe URBACT network had the opportunity to visit one centre, Jyväskylä Paviljonki (www.jklpaviljonki.fi/important Centre of Excellence in Research (under eng/), which was visited by the URBACT team. It isthe Finnish Programme for Centres of Excellence in recognized as the most versatile pavilion in Finland withResearch 2008-2013 of the Academy of Finland), the 400,000 visitors per year, an exhibition space of 20,000Interdisciplinary Music Research Centre. The institute is sq m, a 1,200-seat flexible auditorium, several lecturemainly interested to study how people listen to music, and meeting rooms and a main restaurant.experience music and how they play and perform Besides several museums, theatres and other culturalmusic. Applications of the new knowledge produced infrastructures (such as the Alvar Aalto Museum), itin this research, such as music therapy, the promotion is worth of notice the existence of small creative andof language learning and the reduction of state fright, cultural spaces that supports the activity of artists andhave social, pedagogic, artistic and commercial other creative people. One example is the Jyväskylä2 | the creative brief compendium 2009|2011

courses and crafts schools. Together with other local associations, the Finnish Crafts Association Taito forms the Taito Group with more than 140 crafts centres all over Finland, 280 permanent employees and 8,500 members. It was a good opportunity to the URBACT delegation to learn how to launch a national and local strategy to make a traditional sector creative and sustainable. The Creative Strategy: Culture and Wellness “Culture and Wellness” is the title of the Local Action Plan that Jyväskylä is developing within the URBACT Creative Clusters network. In order to reinforce the concept of the “Human Technology City”, the aim is to develop new products, services and solutions in the interaction between wellness (wellbeing in all of its dimensions: physical, social, professional, etc.) and culture and creativity in order to improve people’s quality of life. “Clinic of Wellness” is one of the pilot projects that started in September 2009. The first clinic was meant for seniors and it was arranged by Aivia, with the aim of proving the wellbeing effects of the arts – in this case handicraft work – for the people. The evaluation of the effects will be done by using different kind of wellbeing technology invented in Jyväskylä and used in music therapy. The second clinic will start in the beginning of the year 2010 and is meant for the employees ofCentre for Printmaking (www3.jkl.fi/taidemuseo/ the city hospital and it is going to use music as a tool.grafiikkakeskus/english.htm) which aims at increasing Moreover, the city is creating and animating a networkits knowledge of and insight to the art of printmaking. of people working in creative and wellness sectorsThe centre includes a well-equipped print workshop, - Creative Wellnet as a regional organ and as a part ofan art gallery and a guest room for visiting artists and economic development. A larger research plan is alsoorganises exhibitions with both Finnish and foreign being defined which will be led by the University inprintmakers’ works. cooperation with many other interest groups, like theOther example is the Lutakko Dancing Hall (www.jelmu. city of Jyväskylä.net/), the soul of the rock music in Jyväskylä. It is located This strategy is linked with other projects on creativein a charismatic old building originally built as a bakery industries in development by the Regional Council ofin the 1950’s, at Lutakko, and contains almost twenty Central Finland (www.keskisuomi.fi/), the Arts Councilrehearsal spaces for bands and workspaces for visual of Central Finland (www.kstaide.net/english.htm) andartists, in addition to hosting rock gigs throughout the other players, such as: Creative Forum, Developmentyear. After visiting the space, the URBACT Creative of Entrepreneurial Expertise (LINKO project), CREA.REClusters network partners organised a workshop with - Creative Regions, Luovapaja portal.some artists, creative companies and event’s organisers URBACT Creative Clusters delegation left Jyväskyläof Jyväskylä in order to discuss their difficulties and with the “Sauna Concept” in mind. The initiativeopportunities: FirstBeat Technologies, Astor & Amadeus, was presented by Jyväskylä Regional DevelopmentJELMU, Kirsi Neuvonen (printmaker), etc. Company Jykes, Ltd and the aim is to use new conceptsLinking tradition with creativity, the Handicraft Centre and innovations in bringing the deeply traditionalAivia (taitokeskus.aivia.fi/) is a local crafts association sauna culture of Finland to the wider public. Nextrepresenting handicrafts as medium of culture, skill time, probably the team will have the opportunity toand a business. The centre provides the opportunity experience this “Sauna from Finland” concept in theof making articles oneself and learning through beautiful summer cottages near the lakes. creative clusters in low density urban areas | 25

Scientific Research on URBACTCreative ClustersElisabete Tomaz, a Portuguese researcher, is doing her In fact, research about the processes of definition ofPhD thesis focused on the role of culture in territorial development policies based on culture and creativitydevelopment and she is using the city partners of the should include the analysis of discourses of differentURBACT network Creative Clusters as empirical case actors to a greater understanding of the relationshipsstudies. The investigation is being supported by the of interest, power and exclusion, as well as the socialnational Science and Technology Foundation and the interaction processes, by which the social identities areinnovation centre INTELI, a partner of the network. constructed, negotiated and developed.The starting assumption of the research project is The study will include interviews with local, regionalthat culture, in a broad sense, plays a key role for the and European authorities and with relevant playerssustainable development of territories and particularly in the strategic planning of cities, a questionnairefor urban strategies based on creativity. New modes of with members of the Local Support Groups, andurban governance have been considered as one of the meetings with some stakeholders in order to produce asuccess factors for implementing this kind of strategies comparative study.and policies, namely with the involvement of public FURTHER INFORMATION:actors, the private sector and the civil society. Elisabete Tomaz - elisabete.t@inteli.ptEnlargement of the Creativity Networkthrough the Óbidos CharterA number of Mayors of small and middle-sized towns were the pioneers.across the European Union signed last January However, every small and middle-sized city from the EU21, 2009 a political memorandum to underline the could express a formal adhesion to the Óbidos Charter.increasing importance of the issues related to creativity Online subscription of the document is available atfor re-shaping the urban working agendas, and www.obidoscharter.com. In alternative, the letter ofspecially the role that small and middle-sized European adhesion should be sent to the attention of the Mayortowns and cities can play adopting this strategy for of Óbidos (Portugal), Mr. Telmo Faria to the followinglocal development. e-mail: creativeobidos@cm-obidos.pt.Barnsley (UK), Enguera (Spain), Reggio Emilia (Italy), This is one of the contributions of the URBACT CreativeViaReggio (Italy), Mizil (Romania), Hódmezovásárhely Clusters in Low Density Urban Areas Thematic Network(Hungary), Óbidos (Portugal), Paredes (Portugal), to the European Year of Creativity and InnovationGuimarães (Portugal), Portalegre (Portugal), Montemor- 2009 and to the European policies on creativity ando-Velho (Portugal), Faro (Portugal) and Loulé (Portugal) innovation.2 | the creative brief compendium 2009|2011

WORKING AT LOCAL LEVELCreative Wellnet cruise in Jyväskylä [Finland]A Creative Wellnet Cruise was arranged on the 4th of coordinator of the cultural affairs Raija Partanen from theSeptember on the lake Päijänne. The main aim for the Regional Council of Central Finland and Pirkko Korhonencruise was thought to collect people working in either (the project coordinator of URBACT Creative Clusters incultural, creative or wellness professions together to give Jyväskylä), the R&D manager of Innovation Services of thethem a short introduction about URBACT Creative Clusters city Jyväskylä.project and even more importantly, to get them a possibilityto learn to know each other and form a cooperative All the very pleased participants (about 70 people) also hadnetwork. This was a kind of kick-off meeting for ongoing a great pleasure to listen to the “house band” Tessa Virta &series of events. Olli Peuhu (www.tessavirta.net) there in the cruise. Also the project coordinator Pirkko Korhonen, who has a long careerThe cruise started with a few short presentations about as a professional violinist in her past, took her instrumentthe future scenarios, the future views of the wellbeing, and played with Tessa & Olli one very well known Finnishthe possibilities of creative people to be within that piece “The Right Moment” to give a sign to the others tofuture development and the effects of arts and culture start this cooperation process.on wellbeing of people. The speakers were the professorof music therapy Jaakko Erkkilä from the University of The next meeting of that network, Creative Network Pub,Jyväskylä, the lector of cultural management Jari Hoffrén is going to be in January the 28th, 2010 on the topic offrom the Human University of Applied Sciences, the project World Café.The Local Support Group in Óbidos [Portugal],a Testimony of the ModeratorMy conviction it’s our success as Local Support Group placement living same reality day-by-day aspirations(LSG) depends very much upon networking & sharing and difficulties.unconditionally. Being part of the LSG has to be seen . Defining what makes us unique adds value to ournot as a social boring duty, but as a civil privilege. global existence. It’s about sharing experiences, disappointments and well succeeded initiatives, not1. The much we engage with it the stronger we only within our LSG, but also with other LSGs withinbecome as LSG. Civil contributions are crucial for this URBACT II project.URBACT II action plan definition and implementation 8. Friendly networking and corporate link buildingto succeed. inside URBACT teams are needed. We can only raise2. Entrepreneurship it’s by definition a civil attitude! our collective morale if we actively support collectiveEach community has a lot of pre-existent disperse actions that makes us feel part of our global societyinitiatives, entrepreneurship and individual values to and consequently within our local community.consider.3. The much we consider pre-existences, the more 9. “Happiness it’s only worthy once we can share it“,our Local Action Pan (LAP) addresses to reality. Its said Pirkko Korhonen at Mizil workshop. Same valuesdata collection and classification shall allow us to map must assist innovation, creativity, and knowledgeand read our very own territorial potentialities towards as cultural pillars of our global society. In ours localviability and success of local action plan convictions. support group meetings to come these should be our. Convictions are a vital process but need crucial data goals to achieve maximum results of it.validation. Exchanging our different points of view 10. Maximum can only be achieved with civil deepregarding these potentialities and convictions must involvement and public wide support. Under thisreach global engagement of local community. perspective, creativity becomes a natural addressed5. Agreements are fundamental to civil engagement. subject.We need to gather all available strategic humanresources, either young, mid-life, post-corporate, post-retirement, fighting-the-recession entrepreneurs.. Gathering efforts are needed to reach critical massover our objectives. It’s about it, gathering people andits aspirations, enhancing our local community valuesand cultural identity, and finally realizing that in theother corner of Europe there might be a humanized creative clusters in low density urban areas | 2

CAPITALIZING EVENTSURBACT Creative Clusters in the Seminar“Culture in Local and Regional Development”URBACT “Creative Clusters in Low Density Urban The Seminar aimed to break new ground in establishingAreas” was one of the 12 projects selected for being evidence on the effects of culture-based projectspresented in the Seminar “Culture in Local & Regional on local and regional development financed throughDevelopment - Evidence from the Structural Funds”. the Structural Funds since 2000 and in identifyingThe event took place in Brussels in 11 November 2009 significant emerging themes and practice in the area.and the communication was made by INTELI. It was the first step of the study on the Contribution of Culture to Local and Regional Development as part of European Cohesion Policy that is being conducted by the Centre for Strategy & Evaluation Services and ERICarts Institute for the European Commission. The work aims to answer to the following questions: “Can culture make a significant contribution to modern economies and social change?”; “Does culture have an important part to play in local and regional development?” The next action of the study is the analysis of detailed project case studies. URBACT Creative Clusters was one of the case studies chosen to be analysed by the project. www.cses.co.uk/surveys/eacea-culture-and-regional-policy/INTELI in the EICI – European Interest Groupon Creativity and Innovation Strategy MeetingINTELI and the URBACT Creative The EICI vision is to act as a creative industries, culture andClusters network participated in platform linking local, regional, innovation, such as the 2009the EICI (European Interest Group national and European initiatives European Year of Creativity andon Creativity and Innovation) that promote the cause of the Innovation.Strategy Meeting on the 6th creative industries and innovation. www.creativity-innovation.eu/October 2009, in Brussels. It wishes to enable local and regional agencies and otherThe event brought together a select stakeholders to actively participategroup of regional decision makers in EU initiatives concerningin order to discuss establishing theEICI as a European association,such as: MFG Baden-WürttembergmbH (DE), KEA European Affairs(BE), CIDA - Creative IndustriesDevelopment Agency (UK),Dublin City Council (IR), Regionof South Denmark (DE), SwedishCreative Industries Initiative(SW), Nantes Metropoles (FR),CSP - Innovatione nelle ICT (IT),Flanders DC (BE), Östsam RegionalDevelopment Council (SW), IBBT- Interdisciplinary Institute forBroadband Technology (BE).28 | the creative brief compendium 2009|2011

Óbidos invited for the Brussels debate on“Towards a creative Europe: What role forcreative industries?”The Municipality of Óbidos, the Lead Partner of the A series of Brussels debates are being organisedURBACT Creative Clusters network, participated in by the European Policy Centre in the framework ofthe Brussels debate on the role of creative industries the European Year of Creativity and Innovation 2009.in European development, in November, 19. These events are oriented towards decision makers,The event was opened by Jean-Noël Durvy, Director civil society, press and other stakeholders.for Innovation Policy, European Commission - DG create2009.europa.eu/about_the_year/debates/7th_brussels_debate.htmlEnterprise and Industry, followed by a panel debatebetween the following speakers besides Óbidos:Hasan Bakhshi (NESTA, UK); Ruta Prusiviciene(Director of Vilnius Festival, Lithuania); Anne-MarieBoutin (APCI – Agence pour la Promocion de la CreativityCréation Industrielle, France).Jean-Noël Durvy has promised a broader definition & Innovationof innovation and support for networks of creativeindustries across Europe. European Ye ar 2009 FORTHCOMING EVENTS2nd THEMATIC WORKSHOP “Creative Local ,Education Systems: Incubating the FutureTalent”. Reggio Emilia (Italy), May 6-7, 2010.The second thematic workshop local officers, scholars, experts specifically in entrepreneurship;of URBACT Creative Clusters and creative entrepreneurs. business games at school; art atwill take place in Reggio Emilia Some of the issues we are school; or “ethic communities”,[Italy] next May around the dealing with in Reggio will be cultivating civic virtues. Duringtopic of creative education and related to: creativity at school the meeting week will be openedthe role played from the local nowadays; trends and the the “Settimana della Fotografialevel. The main task of these role of local governments; Europea”, a major creative eventexciting learning experiences is educational patterns for growing in Reggio Emilia.to get a fruitful debate mixing capabilities of young people www.fotografiaeuropea.it creative clusters in low density urban areas | 29

the creative brief 03 April 201030 | the creative brief compendium 2009|2011

the creative brief 03 April 2010A time to evaluate and move forwardThe Creative Clusters Network is in the striking point. Network is in the middle, helping in the conquest forIt is time to evaluate and move forward by reinforcing innovation. Our presence in the European Forum ofthe dynamics and continuing to generate new or Cultural Industries in Barcelona demonstrated therecycled policies for our territories. We are now acuity of our objectives and has brought us enormousseeing the horizon more clearly. Time is moving fast. responsibility for our future work.While we are producing the necessary documentation Maybe, we are changing the paradigm and facing(progress reports, local action plans) the world does the paradox of creative and technological companies.not stop, however creativity and innovation are still in Growing sometimes makes you more inflexible,the agenda of a new atmosphere. less creative, having to face difficulties and moreIf you think like a creative person you probably don’t dependent on major political solutions. However,believe in inevitabilities! Thus, one of the expressions being small can also become an advantage. Lowyou will probably never hear in this project is a ready density urban areas present strong identities, differentto use solution. Nevertheless, it is possible to learn, backgrounds, specific paths, strong leadership and,share and create, based on all of our experiences. mainly, an active attitude towards facing challenges.Even though some of the solutions we need are Let us contribute with the attitude to change theall different, some of the problems are similar. The global frame. Miguel Silvestre – lead partnerdebate is underway and URBACT Creative Clusters creativeobidos@cm-obidos.pt creative clusters in low density urban areas | 31

AT THE FOREFRONTURBACT Creative Clustersin the European Forumon Cultural Industries in BarcelonaThe Portuguese city of Óbidos by Odile Quintin, European - Internationalisation (localand INTELI–Intelligence in Commission Director General of production in global markets,Innovation Centre, respectively Education and Culture. Moreover, internationalisation andlead partner and full partner of the general conclusions of two cooperation strategies);the URBACT network on Creative additional studies commissioned - Intellectual property and theClusters, were invited to attend by the European Commission management of rights;the European Forum on Cultural were exposed, namely: “Culture in - Territorial developmentIndustries that took place in 29-30 regional development” and “The (culture and territorialMarch 2010, in Barcelona. The enterprising dimension of the development, European localobjective of the event was to cultural industries”. and regional developmentdiscuss the importance of cultural The Forum was structured around programmes).industries within the framework five key lines of discussion:of the Spanish Presidency of the The Mayor of Óbidos, TelmoEuropean Union. The initiative - The financing of the Faria, presented a communicationwas organized by the Ministry of cultural industries (financial on the so-called Creative ÓbidosCulture of Spain and the European intervention mechanisms, strategy in the framework ofCommission, in collaboration with sustainability of SMEs); the URBACT Creative Clustersthe Chamber of Commerce of Network in the session dedicated - The professionals of theBarcelona. to “Culture in the European cultural industries (newThe preliminary lines of the Green skills derived from the digital Local and Regional DevelopmentPaper on Cultural and Creative mutation, training challenges, programmes”.Industries were presented mobility of talent); In the closing session the32 | the creative brief compendium 2009|2011

Germany presented their views on the development of the European cultural industries. The European Commissioner for Education, Culture, Multilingualism and Youth, Androulla Vassiliou, emphasised the excellent example of the Town of Óbidos in the framework of the development of culture and creativity-oriented policies. The informal meeting of Ministers of Culture of the EU took take place after the Forum, on the 31st March 2010. One of the principal results of the session was the need to recognise the creative potential of Europe through cultureMinisters of Culture of Portugal, State of the Federal Chancellor, and its related industries, and toSpain, Finland, French Community Federal Government Commissioner incorporate this into the Europeanof Belgium and the Minister of for Culture and the Media of Union’s 2020 Strategy. Some Highlights on the Green Paper Highlights on the Commissioner’s on Cultural and Creative Industries Closing Speech: “Tracing a Growth ODILE QUINTIN Pace to the Creative Economy” European Commission Director General of Education and Culture ANDROULLA VASSILIOU European Commissioner for Education, Culture, Multilingualism and Youth “We need assets to drive creativity; assets that reward experimentation.” “Success in the global economy will depend increasingly on our ability to innovate. The cultural and creative indus- “The cultural industries sector generates more than 5 mil- tries are a vast reservoir of talent, of creativity, and of new lion jobs in the European Union and accounts for more ways of doing things. In our rapidly evolving societies, than 2.6% of the GNP It is therefore essential to econom- . these enterprises are an essential factor in our efforts to ic development. The main raw material is the capacity to build a dynamic, creative and forward-looking knowledge create and innovate.” economy. But to do that, all levels of governance must “With the Green Paper on Cultural and Creative Industries strive to design favourable environments for these indus- we have endeavoured to use the right approach to under- tries to develop.” stand how we should organise political programmes in “Creative enterprises seem to thrive only when they are the European, regional and local programmes.” close to one another. Our Green Paper identifies some Eu- ropean examples of creative clusters, from Malta to the UK, DORIS PACK from Bulgaria to Portugal. When these clusters are fully es- European Parliament’s Cultural Affairs and Education Committee Chairwoman tablished, they tend to become self-sustaining districts of “Cultural industries have strong social impact on cohesion, creative activity and often characterise the areas that host them.” social development and they foster feeling of belonging.” “During the last 10 years, the European Commission has “We are planning to adopt our Green Paper by the end of rarely approached cultural matters. There is no mention at April, and I would like to invite you all to express your views all of culture in the “Europe 2020” strategy, which does not and comments in the public consultation that will follow its even include the word ‘culture’. We cannot create a Green adoption.” Paper defending cultural industries without mentioning the “In terms of European policy-making, I believe that the main topic in the “Europe 2020” strategy. I hope to be able to task is to anchor these industries in the Europe 2020 Strat- persuade my European colleagues of the importance of egy, which defines the priorities of the EU for the decade. I the word ‘culture’ and to get them to mention it.” am sure that the political landscape drawn by Europe 2020 “Most cultural businesses are SMEs. The main problem fac- will help us join forces at local, national and European level ing them is that they are undercapitalised. They have prob- to create a better environment for the cultural and creative lems accessing funds. The European Parliament believes a industries.” new regulatory framework needs to be encouraged.” europa.eu/rapid/pressReleasesAction.do?reference=SPEECH/10/format www.eu2010feic.org/ =HTML&aged=0&language=EN&guiLanguage=en creative clusters in low density urban areas | 33

LIFE OF THE NETWORKPloiesti-Mizil (RO) 1st thematic workshop,29-30 October 2009A brief report by Miguel Rivas,URBACT Lead ExpertUnder the theme “Creative Clusters: Diversifying LocalEconomic Base & Opportunities to Young People”a heterogeneous group of around 40 professionalsbetween policy-decision makers, local officers,scholars, experts and creative entrepreneurs joinedan intense one-day conference and a fruitful debate inPloiesti, one hundred kilometres North of Bucharest.The main task was to open up a discussion on re-thinking local economic bases at the light of the At the end, fourteen case studies were presentedcreative economy, namely creativity & innovation and two hours and a half were specifically devotedbinomial, creativity-based business models and to debate: critical reviews of the presentations, Q&A,creative industries. So the group addressed not only lights and shadows, key findings, new ideas, etc.the impulse of new emergent clusters in creative Just after a previous press conference with the localindustries, but also the creative issue as a driver to media, the workshop was officially opened by Mr. Emilre-view mature local industries in order to foster them Proşcan, Mayor of Mizil (RO), one of the city partnerswith a new growth potential. in URBACT Creative Clusters, and local organizer of theThe workshop was designed in a very interactive format workshop. Other officials from Prahova County Councilwhere almost everyone had to play an active role: as were chairing the opening session as well. Then thespeakers, feeding the discussion through case study meeting was divided into four working sessions. Herepresentations; as chairs of the working sessions; or as is a sample of the kind of discussion and some of thediscussants, activating and provoking relevant debate. findings.3 | the creative brief compendium 2009|2011

Creativity and the activation effect from a simplistic view of the new literature on the “creative city and theof new growth potentials in creative class”.mature industries Another key question raised in thisMature or traditional manufacturing session was related to an active rolesectors still matters! The question is of the scale as an attempt to add newabout strategies to foster them. Of values to the existing local brandscourse creativity is not the only driver for and build up critical masses of assetssuch strategies, but probably we should connected to creativity in a wide sense.face the creativity input in business So, almost all partners involved infar beyond strictly design. Anyway it is URBACT Creative Clusters were facingimportant to be aware of understanding this kind of question indeed: Óbidos andcreativity locally, avoiding a simplistic the West Region, Viareggio and Versilia[or standardized] view of the concept. sea-shore, Enguera and the CaroigRemind all local high tech fantasies, just mountain area or Sinaia and Prahovadreaming on new silicon valleys. county [or even the Transylvanian Alps asIt was clearly showed the power of combining urban a powerful place brand]. Also in this sense the conceptregeneration initiatives with economic development of “cultural landscape” posed by Enguera can be astrategies. As it was told by Catarina Selada, Paredes useful tool in building new scales of work for economiccity centre [a small town in Porto city-region, Portugal] development strategies based on creativity in “lowcan recuperate a core role within the industrial district density areas”.of furniture manufacturing [namely a functional role asproductive space] locating new directional functionsrelated to design and innovation. The Paredes Design Fostering new emergent productiveCity project is basically a physical regeneration project realitiesserving a strategy on industrial development and using Nothing new if we say that new productive realitiescreativity as key driver. in the OECD area are both strong clusterized realities and they are connected to the knowledge economy.Re-thinking tourism in the framework In this context in completing the transition to aof creative local strategies knowledge-based economy a question raises: can culture be an economic driver?What exactly means creativity or creative inputs intourism? Cultural tourism, urban tourism, experience Like new industries linked to the “greeningtourism… for some a creative industry. Nowadays economies” other ones connected to creativity-basedmany visitors (do not call them tourists!) wish to business models are now in the frontier of the newexperience the city as locals. Frequent travellers are economic landscape. In this sense sectors such asmore interested in the ultimate painting exhibition or new media are the “jewel of the crown”. It is creativethe musical weekend agenda than in the Eiffel tower- and it is tech-based. Cities like Reggio Emilia orbaton mouche kind of circuits. It is having important Barnsley [both coming from a past background inconsequences in the way tourism policies should be metal-mechanics and mining & steel respectively]faced. Cultural and creativity issues can be crucial are now engaged in promoting local clusters in newarms to revitalize traditional urban tourist destinations media using University as first engine.as in the cases of monumental Óbidos in Portugal or Others like Jyväskylä in Finland have a civic andViareggio in Tuscany – Italy now too focused on the institutional know-how making new and refreshing“sun & beach” binomial. readings of the local/regional business fabric [a sortIn fact, nowadays in branding the creative place of deconstruction and re-building exercise] combiningwe could brand the business place and the tourist social trends and business opportunities with thedestination at the same time. Nevertheless, it should result of shaping new productive environments. Suchbe aware that one thing is to attract visitors [through as the so-called “wellness sector” which comprisesamenities] and another one is to attract residents a wide range of activities from advanced equipments[through real job and market opportunities] even when for fitness and sport to music therapy to combatdealing with high mobile workers or the so-called depression or improve disease periods.“creative class”. An unbalanced strategy between Anyway as strong clusterized realities it is crucial thethese two tasks may cause some damage in terms activation of the “triple or quadruple helix”. The roleof future local economic base, as an unexpected of the local or regional State promoting and managing creative clusters in low density urban areas | 35

LIFE OF THE NETWORKsuch strategies will make the difference. At this point Summarizing, this first thematic workshop posedthere is not a single recipe. For instance, in providing the crucial questions for our on-going learning process onnew urban space for creative entrepreneurs [basically a local creative clusters within the URBACT framework:space for interaction mixing different uses] we heard a - How to deal with culture and creative activities in arange of different solutions. From sophisticated models functional way for local economic development?trying to fill urban non-built gaps with “creative” land- - Is there a specific agenda for mid-sized towns onuses [the so-called “in-between-city” model presented this question?by the Vienna Technical University] to the “back tobasics” claimed by Codruta Cruceanu just trying to - What are the threats and opportunities for mid-preserve farmers market every weekend in Bucharest. sized towns?In any case, a question remained floating in the air - Are creative activities really relevant for job creationfor urban planners: any alternatives to the inner-city in our cities?models for creative districts or those based in waterfront - What is the role to play by local governments inredevelopment? such long-term strategies?Comprehensive perspectives in This URBACT event was also supported by PrahovaEastern Europe County Council and Carol I National Defence University of Bucharest. The workshop was also labelled as anA last working session was specifically devoted to official event of the Creativity and Innovation Europeancreative industries in the context of the Eastern Europe Year 2009.transitional economies. Can these activities be adriver for a sort of leapfrogging in terms of economicdevelopment? If a major challenge for these localeconomies is to fix young people in towns, can acreativity-based driver play a role for job creation oreven for attracting again local talented people whomigrated to Western Europe? Some responses canbe extracted from a British Council programme aimedat promoting local economic strategies focused oncreativity in a number of cities from the Balkan andEastern Europe [Split, Tirana, Iasi...]. We really expectadditional learning on this issue from Mizil [Romania] andHódmezövásárhely [Hungary], our two city-partners fromthe East in URBACT Creative Clusters.3 | the creative brief compendium 2009|2011

CREATIVE SHOWROOMSharing innovative ideas and approaches is one of theobjectives of the URBACT Creative Clusters network.This session contains concrete projects from ourpartners that have been identified as good practices,benchmarks or simply local ways of doing things ina framework of a creativity-based local economicdevelopment strategy.ABC – Support Systemfor Creative Industries(Óbidos – Portugal)The ABC is a support structure for entrepreneurswithin creative industries which is installed in therefurbished Saint Michael’s Convent. It aims to attractand integrate companies of this sector by offeringfavourable conditions in what concerns innovation andcompetitiveness. DISTINCTIVE FACTORS OF ABCThe ABC complements the offer of the Technology 1. Incubator oriented towards companies and projects re-Park of Óbidos with the possibility of housing creative lated to the creative industries.industries in a very short period of time. The only initial 2. Close relation with the Technology Park of Óbidos, con-requirement is to submit an application to occupy sidered by the Regional Territory Planning Scheme as aone of the available spaces and wait a few days structural industrial resource in the area between Lisbon, Coimbra and Santarém.for the result of the evaluation. ABC began its work 3. Strong partnerships with universities and schools, suchin September 2009, with 9 companies, and, at themoment, has others on a waiting list. The business seminars and meetings of the Coimbra University, Higher as Lisbon Technical University, URBACT Creativeprofiles are connected to the design industry (web, Clusters Local Support Group. ETIC – Technical School of Education Institute of Leiria, and Image and Communication of Lisbon.graphic and industrial), tourism, geographic information www.pt-obidos.com building - an old convent. The church 4. Installed in a uniquesystems, editing and publishing, as well as jewellery. was recovered and used as an auditorium and the former kitchen is now a cafeteria. The convent offers different types of flexible spaces that can be adjusted to the companies’In 2010, it will be possible to duplicate the number needs. Additionally, the population can also enjoy the beau-of companies in the building, as well as create new tiful green surroundings.spaces for meetings and temporary areas for virtual 5. Integration of incubation solutions with the objective ofincubation projects. Moreover, during this year, the generating synergies between projects and people.Óbidos team will work on the cultural and creative 6. Provision of several services to companies through theagenda for the auditorium, including conferences, project “Bank Hours”. creative clusters in low density urban areas | 3

CAPITALIZING EVENTSMayor of Óbidos 75 Experts adopted the(Portugal) in theURBACT Annual Amsterdam Declaration supportingConference a strategic European approachin Stockholm, on creative industries25 November 2009 to the Crisis”, based on the objectives for a more strategicThe 2009 URBACT Annual contributions of the Creative European approach in support ofConference took place in Clusters network to the URBACT innovation in creative industriesStockholm (Sweden) on November study on this theme. was discussed and resulted in the25th with the participation of The Amsterdam Declaration is Amsterdam Declaration which320 city specialists. URBACT addressed to regional, national postulates the idea of “establishingprojects discussed the challenges and European policy-makers and a “European Creative Industriesof integrated sustainable urban was adopted by the participants Alliance” that should help to betterdevelopment in the context of the workshop “Towards a Pan- exploit the innovation potential ofof economic downturn and European Initiative in Support of the creative industries both acrossenvironmental uncertainty. Creative Industries in Europe” (4-5 and within countries in Europe by February 2010) organised by the bringing together the EuropeanThe Mayor of Óbidos (Portugal), European Commission’s Enterprise expertise on policies and practicalthe URBACT Creative Clusters & Industry Directorate-General instruments and support”, amongLead Partner, was invited to be one in cooperation with the City of other issues.of the speakers of the workshop Amsterdam, the European Design Pirkko Korhonen, R&D manager“Innovation and Creativity for Centre, the Association of Dutch of the City of Jyväskylä (FIN),Sustainable Urban Development”. Designers and IIP Create. participated in the workshopThe aim of the session was to moderating the session “The rolediscuss the role that medium The seminar presented and of clusters for creative industries”sized cities can play in promoting discussed empirical evidence representing the URBACT Creativeeconomic activities based on on the economic importance of Clusters network.innovation and creativity. Telmo creative industries for growth www.edc.nl/amsterdamconference/downloads/Faria presented the creative and innovation and identified Amsterdam_Declaration_20090205_final.pdfstrategy of Óbidos within the key drivers for the emergenceframework of the threats and of favourable “eco-systems” foropportunities faced by low density creative industries in Europe, suchareas. as enabling competences, skills,Other partners of the network technologies and the interplayattended the conference. Pirkko between different innovation actorsKorhonen, R&D executive of the and institutions in this field.city of Jyväskylä (FIN), participated Based on this analysis, thein the workshop “Cities responding possible scope and policy38 | the creative brief compendium 2009|2011

URBACT Creative Clusters underlined as one of the mostrelevant Initiatives in Portugal in the framework of theEuropean Year of Creativity and Innovation 2009In the Meeting of the National The URBACT project on Creative the messages of the “Manifesto forCoordinators of the European Year Clusters was one of 7 examples Creativity and Innovation in Europe”of Creativity and Innovation held in considered most interesting linking produced by the Ambassadors of theStockholm, on the 15th of December creativity and innovation with economic Year and the need to establish the link2009, the Portuguese representative development, education and research, between the activities of the Europeanemphasised the positive balance of the artistic expressions, public participation Year of Creativity and Innovation 2009activities of the Year in Portugal with the and local cooperation, etc. and the European Year for Combatingorganisation of more than 260 initiatives. Equality stated, the importance of Poverty and Social Exclusion 2010. FORTHCOMING EVENTS2nd THEMATICWORKSHOP ,“Creative LocalEducation Systems:Incubating the FutureTalent”.Reggio Emilia (Italy),May 6-7, 2010The second thematic workshop ofURBACT Creative Clusters will takeplace in Reggio Emilia [Italy] nextMay around the topic of creativeeducation and the role played fromthe local level. The main task ofthese exciting learning experiencesis to get a fruitful debate mixinglocal officers, scholars, experts andcreative entrepreneurs. Some of theissues we are dealing with in Reggiowill be related to: creativity at school NEXT THEMATIC WORKSHOPSnowadays; trends and the role of “Creative Entrepreneurs and Talented People: Attraction and Retain-local governments; educational ing” (Enguera, Spain), July 2010: The discussion will be focused onpatterns for growing capabilities tools packages supporting creative entrepreneurs and businesses andof young people specifically in also on strategies for branding the creative place.entrepreneurship; business games “Events and Cultural Agendas as Catalysts” (Barnsley, UK), Novem-at school; art at school; or “ethic ber 2010: The key question for discussion will be how to connect culturalcommunities”, cultivating civic policies to economic development strategies at urban scale.virtues. During the meeting week “Promoting the Creative City: a new Range of Facilities and Infra-will be opened the “Settimana della structures” (Hódmezövásárhely, Hungary), 1st Semester 2011: TheFotografia Europea”, a major creative functional space of creative industries and the built environment of crea-event in Reggio Emilia. tive clusters will be discussed by the partnership and other participants. www.fotografiaeuropea.it creative clusters in low density urban areas | 39

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the creative brief 04 July 2010 Exhibition “Una città tanti bambini”, Centro Internazionale Loris Malaguzzi - Reggio EmiliaCreativity and Innovation in EuropeA few months after the presentation of the Green As appealing as this theory can be, for us, the twoPaper on Cultural and Creative Industries the words are connected. We don’t have one without theEuropean debate has been more centred on other. In small and medium-sized urban areas the maininnovation, rather than creativity. In a document difference is to have an integrated strategy connectingproduced for the EC Enterprise & Industry creativity, innovation, sustainability and education.Directorate-General called “New Cluster Concepts And that’s why Education was the subject of ourActivities in Creative Industries” the core definition last thematic workshop in Reggio Emilia. For theof creative industries is linked to art, music, culture, partners, it was the opportunity to learn with one ofwriting and fashion. This approach is mainly the world references. The degree of specialisationmetropolitan-based. and educational development in Reggio Emilia isThe document also states a big difference between impressive, and the feeling from outside is thatcreativity and innovation: “Art and culture and most Reggio Emilia has the future guaranteed. Obviouslyother creative industries are not driven by neither things are always most complicated, but one thingresearch, nor new solutions based on new knowledge is for sure, Reggio has a huge advantage whenfrom users; creative industries are basically taste- competing with other places: Innovation.driven and most creative workers aspiration is to set Miguel Silvestre – lead partnernew standards for users taste and choice”. creativeobidos@cm-obidos.pt creative clusters in03 - an URBACT inicitive | 1 the creative brief low density urban areas

LIFE OF THE NETWORKMiguel Rivas, the Lead Expert of the network, has recently delivered an article on the city responses to the crisisusing as evidence the sample of cities participating in URBACT Creative Clusters.http://urbact.eu/fileadmin/general_library/TroubledTimes_MiguelRivas_March2010FINAL.pdfLearning from troubled times:city reactions to economic crisisThe poor capacity of our cities to respond locally to the crisis, other than This is a lesson that must be learntcollaborating with Central States in the execution of Keynesian measures, for the future. City governmentsunderlines yet again the question of financial devolution. Unfortunately, have suffered from a lack ofthe boom of public deficits in most of the EU member states and the relevant tools to respond locally tosubsequent necessity to reduce them will postpone sine die such a the impacts of crisis. These kindsdebate. Meanwhile, many of our cities are giving evidence of a more of local responses, when properlyproactive behaviour than States and regions in the design and promotion combined with those from broaderof a new post-crisis productive model. scales, could act as a contribution in the fight against economic downturns.The crisis has dramatically those facing credit flow recovery Moreover, I suggest thatraised the question of financial or labour market reforms are being devolution to the “local state”devolution implemented far from the local should be one of the key questions scale. linked to innovation in the publicThe lack of financial devolutionexplains the scarcity of local According to the Centre for Cities, sector, along with metropolitanpackages of anti-crisis measures, the British think tank on urban government (or the new territorialincluding formal recovery plans. issues, “the recession is a time governance) or increasing useAnd in the few cases where for more devolution, not less; of PPP formulas. This kind ofthere are such initiatives, they are the downturn is affecting places social innovation should be alimited to soft support measures, differently, and cities need to be driver in the post-crisis long-termbased on little public funding. better able to respond with tailored strategy, together with knowledge-Nowadays, local governments solutions”. Sadly this demand has based economies, low-carbonhave no say in neo-Keynesian not yet been realised; it is far from economies, and so on.strategies. Actually, major short- what is actually happening these Nevertheless, the strong increaseterm recovery measures such as days. of social expenditure and2 | the creative brief compendium 2009|2011

Keynesian measures and the Reactivating commercialhuge flow of resources to rescueof the financial system havemade the public deficit in the EU life in Barnsley (UK)skyrocket. In the Euro zone, it is Under the title “Re-making Barnsley”, this mid-sized town in Northernforecast to reach 7% of GDP by England has the ambition to be a “21st Century Market Town” in the2010. In Ireland, the public budget heart of an enterprising and innovative local economy. They havebalance is estimated to turn already successfully completed a huge restructuring process from afrom a surplus of 0.5% of GDP in steel and coal-based economy.2007 to a deficit of 15% in 2010.In the same period, Spain will In this strategy, culture and creativity-based activities are playing amove from a surplus in national central role, even in the effort to put in place short-term measuresbudget of roughly 3% of GDP to to face the ongoing downturn. For instance, their strategic culturala deficit of 11%. Unfortunately, programme targets ‘emerging trading days’ (a measure to balancethis strong deterioration of public weaker trading days, usually Sunday; events are scheduled on thisaccounts will not create the day to increase trade sales) in the town centre to encourage footfallpropitious ground needed for the and spending in the retail and hospitality offer there. This includesissue of devolution to be included Sunday Specialty markets and regular entertainment programmingin national and regional public during weekends.agendas. They are also programming empty retail units with contemporary visual art and dressing all the development sites in creative attractiveA systematic local strategic hoardings. They have a programme of “creative shop windows”,planning will be a catalyst in the facilitated by ‘The Barnsley Welcome’, in order to cover emptybuilding new productive model windows with vibrant images of the market and the cultural offer, to help create a more appealing and engaging urban environment. Moreover, they have invested in a new plan of “Town centreAs a period potentially favourable ambassadors” and developed the cleaning services in the townto creative destruction, the crisis centre, with the objective to ensure responsive and effective publiccould be seen as an opportunityfor local economies to introduce service.necessary adjustments or tosimply re-think themselves asurban economies at the cruxof global trends (sustainability, - Using the cluster approach as as eco-innovation, tech-basedknowledge economies,…). This an exercise of deconstruction/ activities, creativity-based businesscould be a turning point, creating reconstruction of the local models, open innovation or socialthe right momentum for strategy. economic base - a way of re- innovation.When it comes to planning, cities thinking the economic identity ofare also showing more dynamism our cities.than other scales of government, b) A robust articulation with - An analysis at the spatial level: regional, national and Europeanregardless of the rank or the size the nature of the new urbanof the city. Most of the sample strategies. Here articulation means industrial space; new productive both alignment and financialcities already have a city model functions for central areas inand a scenario for the future in support. In specific contexts, as metropolitan contexts; how to in Central Finland or Yorkshire, itplace. Local strategic planning will deal with deindustrialization andhelp to build the new productive works more or less satisfactorily, re-industrialization processes in while Southern Europe still hasmodel, on the condition that two metropolitan contexts; the newdirections are followed: progress to make in terms of such role of “intermediate regions” and strong articulation (the case of medium-sized cities in polycentric Portugal is particularly striking). Ita) Planning must be radically models, etc. is simply an issue of efficiency ininnovative regarding the - Translating into specific local public management, independentstrategic thinking of urban actions global trends which are of the grade of regionalism oreconomy. This involves: shaping the new economy, such regional political autonomy. creative clusters in low density urban areas | 3

WORKING AT LOCAL LEVELVisions from Membersof the Local Support GroupsTIWI: Moving from Bolognaand Milan to Reggio Emilia (IT)TIWI is a company based in Reggio Emilia (Italy), in TIWI though, only two are from Reggio Emilia. Allfounded in 2009 by two PhD students of the the others come from bigger Italian cities, such asUniversity of Bologna and a young professional Milan and Bologna, and have moved to Reggio Emiliain communication sciences. TIWI produces digital specifically for joining TIWI.contents and is specialized in creating motion For this reason TIWI might provide an examplegraphics videos. TIWI’s products are meant to of how small and medium-sized cities can alsobe distributed over the Internet, as well as over compete in the challenge of attracting creativeinternal networks of private companies and public talents by offering valuable services that improveadministrations with the aim of using animation the quality of people’s lives.techniques to promote the comprehension and In Reggio Emilia the cost of renting an apartment tothe divulgation of complex contents such as: the live, for example, is much more affordable than inspecifications of a product, the results of a research bigger cities such as Milan. Moreover the presence ofprogram, the aim of a public policy. many bicycle lanes and pedestrian zones offers easyTIWI started its activity by winning in 2008 the access to the workplace without a car. In short, life inbusiness plan competition INMENTOR as “best a small-medium city such as Reggio Emilia is simplybusiness idea” proposed by young entrepreneurs. easier than in a large metropolis, and this peculiarINMENTOR was sponsored by the Chamber of aspect for people operating in knowledge intensiveCommerce, the University of Modena and Reggio sectors can be a good incentive to move into lessEmilia and the Municipality of Reggio Emilia. Among densely populated areas to carry on their professionalthe benefits of this competition is the possibility for activity.TIWI to have its office rents in Reggio Emilia and Federico Riboldazzithe Internet connection expenses granted by the Business DevelopmentMunicipality of Reggio Emilia until 2013.The team of TIWI counts now on 8 people with awide variety of expertise in contents design, graphics www.tiwi.itand animation. Among the people who are currently www.terziario.re.it/inmentor/inmentor.asp | the creative brief compendium 2009|2011

O Bichinho de Conto:Moving from Lisbon to Óbidos (PT)Interview with Mafalda MilhõesWHAT IS THE MAIN ACTIVITY WHY MOVING FROM LISBON TOOF BICHINHO DO CONTO? ÓBIDOS, A SMALL TOWN?Bichinho do Conto is an Bichinho do Conto moved fromeditorial project with the Lisbon to Óbidos two years ago.objective of promoting We are now located in an oldliterature as a way of personal building that used to be a school.development for children It was totally refurbished by ourand adults. Our slogan is “For team. We were looking for anReaders from 0 to 200 Years abandoned place on the top of aOld”. hill with a big tree and a view toIt integrates a bookshop the sea. We could only find it inspecialised in books for Óbidos, in a poetic environmentchildren and an art gallery. We of a medieval town surroundedprovide also other services by walls. Proximity to Lisbon, countryside were some ofrelated to distribution, good accessibilities, quality of the motivations for this bigtraining, consultancy and life, historical heritage, and a change in our life.graphic design. mix of coastline, beaches and www.obichinhodeconto.pt/ creative clusters in low density urban areas | 5

WORKING AT EUROPEAN LEVELGreen Paper on Unlockingthe Potential of Cultural andCreative IndustriesAn Overview of the Green Paper the capacity to experiment, innovate and succeed as entrepreneurs, and by providing access to funding andThe Green Paper on Unlocking the Potential of Cultural the right mix of skills.and Creative Industries was presented last April, 27 by SECOND: to help cultural and creative industriesthe European Commissioner for Education, Culture, develop in their local and regional environment as aMultilingualism and Youth. launch pad for a stronger global presence, includingThe paper recognizes that there is a lot of untapped through increased exchange and mobility.potential in the cultural and creative industries to THIRD: to move towards a creative economy bycreate growth and jobs in the European Union, namely catalysing the spill-over effects of cultural and creativein a new digital economy where the ability to create industries on a wide range of economic and socialsocial experiences and networking is a factor of contexts.competitiveness. The document provides an analysis of several relevantIn the context of globalisation, digitisation and cultural issues such as: experimentation, innovation anddiversity, three challenges are pointed out for the entrepreneurship, skills’ needs, access to funding, localdevelopment of the cultural and creative industries in and regional dimension, mobility and the circulation ofEurope: works, cultural exchanges and international trade, andFIRST: to put the right enablers in place by increasing creative enterprises. | the creative brief compendium 2009|2011

Finally the paper stresses that Europe’s cultural and We will answer to the public consultation launchedcreative industries may contribute to the Europe 2020 by the EC in the context of the green paper forStrategy and to some of its flagships initiatives such cultural and creative industries before 30 Julyas: the Innovation Union, the Digital Agenda, Tackling 2010, giving voice to small cities and towns in theClimate Change, the Agenda for New Skills and Jobs definition of European creativity-related policies andand an Industrial Policy for the Globalisation Era. funding programmes and instruments.However, the document is short on concrete ideas tounlock the potential of the creative sector and is timidon steps that the EC could already set in motion tosupport it. For example, the Green Paper states onlylittle on measures to stimulate creativity, imaginationand lateral thinking in Europe and on promotingmultidisciplinarity across creative disciplines, art,science and technology.Besides this, creativity is a transversal issue, soit must be approached as an integrated Europeanpolicy. EU institutions should ensure that the differentEU policies aimed at stimulating innovation can beeffectively used to promote the creative and culturalsectors.The position of the Creative Clusters’ Network With the objective of getting support for ourIn the framework of the Creative Clusters’ network, proposals we launched last January 2009 a politicalINTELI – Intelligence in Innovation Centre (Portugal), memorandum called “The Óbidos Charter - a Pactin collaboration with the other partners, is producing for Creativity” that was signed by around 30 mayorsa Technical Action Plan with Policy Recommendations of European cities and towns from Portugal, Spain,and Strategic Orientations for the development of United Kingdom, Italy, Romania and Hungary. Thecreative clusters in low density areas, both small and intention is the creation of a European Network ofmedium-sized cities and rural areas. Our thesis is Creative Small and Medium-Sized Cities in orderthat creativity can act as a driver for the development to promote the exchange of experiences and bestof small economies and not only for big cities or practices, the development of joint projects and themetropolis. mobility of creative people. The Green Paper recognises that creative and Public Consultation cultural industries develop in a cluster basis at local and regional levels. Moreover, the document on the Green Paper postulates that “academic research suggests that large scale industrialisation of creativity and The objective of this consultation is to gather cultural innovation occurs in large urban areas (...) views on various issues impacting the cultural nonetheless, there is no straightforward connection and creative industries in Europe, from business between cultural and creative industries and labour environment to the need to open up a common market size or population (...) regional distribution of European space for culture, from capacity industrial and innovation systems, including cultural building to skills development and promotion and creative industries is much more diverse (...) of European creators on the world stage. in rural areas new business models can help bring The responses to the consultation will inform innovation and sustainability to traditional forms and the Commission and help it ensure that EU lead to economic viability”. programmes and policies involving cultural and However, we want to propose concrete measures creative industries are “fit for purpose”. and initiatives oriented to the specificities of these The consultation is promoted by DG Educational important areas of the EU. Special places with and Culture and is open until 30th July 2010. a strong natural and cultural heritage and other endogenous assets but with a strategic vision: to FOR ADDITIONAL INFORMATION: become creative communities to live, work, learn http://ec.europa.eu/culture/index_en.htm and play. creative clusters in low density urban areas |

CREATIVE SHOWROOMSharing innovative ideas and approaches is one of the objectives of theURBACT Creative Clusters network. This session contains concrete projectsfrom our partners that have been identified as good practices, benchmarks orsimply local ways of doing things in a framework of a creativity-based localeconomic development strategy.Ceramics Symposium- Hódmezó´vásárhely (Hungary)The Ceramics Symposium has been organised annually each year, giving room for diversity and change.since 1992. Instead of encouraging the artists to The topics are connected to the ancient and newercontinue the traditions of the ceramics craft, the aim traditions of the city, or to opportunities of massof the event is to give them opportunity to create and production technologies. For example: 1999 – “Theexperiment in an inspiring environment, and to make Bounds of Material”; 2000 – “The Idol”; 2001 – “Theuse of the mass production technologies in arts and in Totem”; 2002 – “The Way of the Motif”; 2009: “Thetheir own creative art activities. brick”; and 2010: “In Memoriam Lechner Ödön”. ForThe Symposia are organised around a different topic each topic a conference is held with the motto “A City8 | the creative brief compendium 2009|2011

Building up from Ceramics”.The event is based on a widecooperation of the artists,the professionals, and themunicipality, involving localdecision-makers, economic andcivil players.138 artists participated in the11 symposia held so far. Theartists traditionally donateone of their works created inHódmezó´vásárhely to the city,thus contributing to a continuouslygrowing collection (around 500pieces at present). The pieces areexhibited first in the local TornyaiJános Museum, then in Budapest,and also in other periodic nationalexhibitions.The Symposia are organised andimplemented by the followingassociations: The Company of Artists, and the Municipality of Industrial Ltd, Clay Industry ofHungarian Ceramists, Wartha Hódmezó´vásárhely. The silicate Hódmezó´vásárhely Ltd, VilleroyVince Ceramic Arts Foundation, industrial factories of the city & Boch Hungary Plc) supportNational Association of Hungarian (Porcelain Tableware Factory of the events with their modernCreative Artists, National the Great Plain Plc, Buron-Apta infrastructures and financialAssociation of Fine and Industrial Refractory Works Ltd, Silicate contribution. CREATIVE PEOPLELevo SystemsLEVO Systems specializes in the also be used private houses, the community to create otherproduction, commercialization workshops, small home offices, systems that work over these.and application of modular prototypes for designers or Learn more at:systems. These are composed architects, laboratory supportof a number of components structures, therefore making daily www.levosystems.com www.levosystems.com/ESYSthat, joined together, make life easier for users and part ofup structures with the most the LEVO mission.varied functions that can beused in different contexts (ex.Office furniture, fair exhibitingstructures, etc). ESYS LEVO’s first product is the ESYSThe LEVO structures mark - Modular Operative Systemthe presence not only in that enables anyone to createenvironments in which they are their own structures. ESYS is antraditionally destined for, but can Open Source System that allows creative clusters in low density urban areas | 9

CAPITALIZING EVENTSThe European Interest towns and cities. Its mission is the development of a network of vibrant, inclusive and sustainable medium-Group on Creativity and sized European cities which will act as a catalyst for urban innovation, creativity and renewal.Innovation becomes a Eurotowns policy agenda focuses on the followingformal Association areas: promoting lifelong learning and the development of education and skills; growing the knowledgeOn 17th May 2010, after more than 18 months economy and creating better local jobs; providingof international activities and success stories the effective, efficient and sustainable transport systems;initiative European Interest Group on Creativity and ensuring that growth is socially inclusive – all inInnovation became an official network. society benefit; improving the quality of the physical environment. The vice-presidency of the Executive Council Team of Eurotowns is constituted by representatives of the cities of Reggio Emilia (IT) and Jyväskylä (FIN), two partners of the URBACT Creative Clusters network. Thus, the two networks are beginning a cooperation process focused on sharing of experiences and best practices in the area of creativity and innovation. www.eurotowns.org/International founding members and special guestsattended the event in order to formalize the initiativeon Creative Industries and Innovation. Creative Clusters URBACT Creative Clustersproject is a partner of the network and INTELI is a network invited tofounding member of the association.The first General Assembly met in Stuttgart in order a JRC-IPTS Workshopto accept the Official Statute and Strategic Plan of the URBACT Creative Clusters’ network was invitedassociation and to elect as Chairman Mr. Klaus Haasis to the JRC-IPTS (Joint Research Centre – Institute(MFG Baden-Württemberg) and as Deputy Chairman for Prospective Technological Studies) validationMrs. Michela Pollone (CSP - Innovazione nelle ICT). workshop (June, 1-2) on “Innovation and CreativityEICI aims to develop itself as the leading European in Education and Training in the EU Member States”network to promote and defend regional and local (ICEAC). The workshop is the final step of a two yearsinterests in European creative industries and innovation research promoted by DG Education and Culture onpolicy. It will actively influence EU strategies and creativity in education.funding on behalf of its members and thereby http://is.jrc.ec.europa.eu/pages/EAP/iceac.htmlcontributes to more creativity, competitiveness, socialcohesion, sustainability and innovation in the EICIregions and cities. URBACT Creative“What we want to create is a collaborative space totake full advantage of the potential of the European Clusters’ network joins theInterest Group on Creativity and Innovation in sharingexperiences, developing new project ideas and Working Group on “Openpromoting our local and regional activities at European Innovation and the City”level” (Mr. Klaus Haasis). The URBACT cloud on innovation and creativity, www.creativity-innovation.eu promoted at the Thematic Pole level, is working around the concept of ‘open innovation’ and its applications to urban policies. Creative clusters’ network has joined this working group and isEurotowns collaborates contributing actively to the debate on “openwith URBACT Creative innovation and the city”. In fact, the space of creative industries is basically a space for interaction, an ideaClusters’ Network at the heart of the open innovation concept.Eurotowns is a network of 21 European medium-sized http://urbact.eu/en/homepage-2/50 | the creative brief compendium 2009|2011

FORTHCOMING EVENTS3rd THEMATIC WORKSHOP“The Space of the Creative Class:Urban Facilities and Strategies for Creative-based Entrepreneurs”Hódmezó ´vásárhely (Hungary), October 2-4, 2010This time the third thematic entrepreneurs including a wide borders. The workshop will takeworkshop will cover two key reflection on the spatiality of the place during the 57th Autumntopics in our shared learning creativity-based urban strategies. Exhibition, a renowned art eventprocess, namely: city strategies Hódmezovásárhely is located in Hungary.for talent attraction & retaining and in South-East Hungary, near FURTHER INFORMATION: Anikó Varganew urban facilities for creative the Romanian and Serbian (vargaa@hodmezovasarhely.hu) creative clusters in low density urban areas | 51

the creative brief_special issueSeptember 2010

special issue the creative brief September 2010Contribution to thePublic Consultationon the Green PaperUNLOCKING THE POTENTIAL OF CULTURALAND CREATIVE INDUSTRIESA document produced by INTELI (PT) “Creative Clusters Network partner”Public Consultation on the Green Paper“Unlocking the Potential of Cultural and Creative Industries”The Directorate-General for Education and Culture launched a publicconsultation on the Green Paper “Unlocking the Potential of Cultural andCreative Industries”.The objective of this consultation was to gather views on various issuesimpacting the cultural and creative industries in Europe, from businessenvironment to the need to open up a common European space for culture,from capacity building to skills development and promotion of Europeancreators on the world stage.More than 350 public authorities, public or private organisations active atEuropean or national level, and individuals – from more than 25 countriesand representing the cultural and creative industries in their diversity – havesubmitted their ideas and opinions to the Commission’s consultation thatclosed on 30 July.The network Creative Clusters – “Creative Clusters in Low Density UrbanAreas”, supported by the URBACT II Programme of the EC, has presented acontribution centred on the role of creativity in promoting local and regionaldevelopment, especially in small and medium-sized cities.Miguel Silvestre – lead partnercreativeobidos@cm-obidos.pt creative clusters in low density urban areas | 53

SPECIAL ISSUEContribution to the Public Consultationon the Green PaperA document produced by INTELI (PT)1. Framework: of large cities but also of small and medium-sized towns and the Managing Authorities of Operational Programmes. AtURBACT Creative even rural areas. The exchange strategic level, INTELI is producing of experiences and best practices a Technical Guide centred onClusters Network and the proposal of policy policy recommendations for theThe Creative Clusters network recommendations and action plans development of creative clusters inis supported by the URBACT related to creative clusters in small small and mid-sized territorial areas.II Programme of the European and mid-sized territorial areas are It should be noted that INTELICommission (EC). The initiative the main objectives of the network. as an organisation and URBACTis being coordinated by the The partners also intend to support Creative Clusters network as aMunicipality of Óbidos (Portugal) policy-makers and managers of project are members of the EICIunder a partnership composed of Operational Programmes to define – European Interest Group onINTELI – Inteligência em Inovação, initiatives in this field, which may Creativity and Innovation that aimsan Innovation Centre located in be selected for Structural Funds to evolve as the leading EuropeanPortugal (www.inteli.pt) and other programmes. network in the promotion andcities and towns of the European In addition to the development defence of regional and localUnion (EU): Enguera (Spain), of network activities associated interests in European creativeReggio Emilia (Italy), Viareggio to a specific learning itinerary industries and innovation policy.(Italy), Catanzaro (Italy), Barnsley (conferences, thematic Moreover, the partnership has(UK), Mizil (Romania), Jyväskylä workshops, study visits, etc.), also established some links with(Finland) and Hódmezovásarhely each city has to produce a Local European projects and networks(Hungary). Action Plan linked to creativity in the area of creativity, such as:The baseline assumption of the but adapted to its endogenous Creative Growth (INTERREG IV C),project is that creativity can assets, with the help of a Local Organza (INTERREG IV C), CITIESact as a driving force for the Support Group composed of (INTERREG IV C), ECCE Innovationeconomic development not only relevant local stakeholders and (INTERREG IV B) and Eurotowns. In order to give voice to a broad range of small and medium- Key Themes of the Network sized cities and rural areas in the definition of European creativity- Creative clusters: diversifying local economic base and opportunities for related policies and funding young people: The rise of new emergent clusters in creative industries programmes and instruments, as well as the creative issue as a form of re-thinking some mature local in January 2009 the network industries in order to foster new growth potential. launched a political memorandum called “The Óbidos Charter Promoting the creative city: a new range of facilities and infrastructures: - a Pact for Creativity” (www. From adapting public spaces and city centres to creative activities to a obidoscriativa.com/obidoscharter. new generation of facilities for creative business and entrepreneurs. pdf). The document was signed Creative entrepreneurs and talented people: attraction and retaining: by around 30 mayors of European Packaging financial and advisory support measures specifically adapted cities and towns from Portugal, to creative entrepreneurs and businesses. Branding the creative place. Spain, United Kingdom, Italy, Romania and Hungary within the Events and cultural agendas as catalysts: Culture and cultural life as key “Creative Mayors’ Summit” which ingredients for addressing the creative city. To blur the limits between took place in Óbidos, but is open cultural and economic development policies at the urban scale. to the adhesion of additional cities Setting the basis: creative education environments at local levels: (www.obidoscriativa.com/creative_ Innovative and creative local education systems at primary and secondary english.htm). levels and creative learning environments. The Green Paper recognises that creative and cultural industries5 | the creative brief compendium 2009|2011 creative brief 2009|2011

develop in a cluster basis at local 50,000 inhabitants) (CEC, 2005). In fact, the OECD classification ofand regional levels. Moreover, Furthermore, and according to regions presents three differentthe document postulates that the OECD definition, rural regions categories based on the share“academic research suggests represent 92% of the territory of the of a region’s population livingthat large scale industrialisation EU-25 and 56% of its population, in rural local units (defined asof creativity and cultural and 19% of the population lives local administrative units withinnovation occurs in large urban in predominantly rural and 37% a population density below 150areas (...) nonetheless, there is in significantly rural regions (EC, inhabitants/km2): 1) rural regionsno straightforward connection 2006b; SERA, 2006). Thus, in the are those with more than 50% ofbetween cultural and creative European spatial structure, small the population living in rural localindustries and labour market and mid-sized towns and rural areas units; 2) intermediate regions havesize or population (...) regional represent the main settlement units, between 15% and 50% of thedistribution of industrial and constituting a vital part of Europe’s population living in rural local units;innovation systems, including identity and distinctiveness. and 3) urban regions have less thancultural and creative industries Within this context, a particular 15% of the population living in ruralis much more diverse (...) in rural territorial approach is proposed in local units.areas new business models the analysis of local and regional The EU’s approach introduces in thecan help bring innovation and development strategies. Our focus OECD classification a new conceptsustainability to traditional forms of interest is the Small and Medium- of remoteness, based on the drivingand lead to economic viability”. sized Towns integrated in European time to the closest city1. This typologyHowever, this fact requires the Intermediate Regions close to a includes: 1) predominantly urbandefinition of European creative- main urban hub, neither rural nor regions; 2) intermediate regions closebased policies and financing urban, combining the OECD (2005) to a city; 3) intermediate remoteinstruments adapted to the concept of ‘intermediate regions’ regions; 4) predominantly rural regionsreality of small and medium-sized with the remoteness/proximity close to a city; and 5) predominantlyterritorial areas, and not a “one duality proposed by the EU (2008). remote rural regions.size fits all” approach. However, besides making the Under this framework, intermediate distinction of cities based on their regions close to a main urban hub dimension or position in the ranking- represented 36% of the EU-272. Creative Clusters size of the territorial system and population in 2004 (Table 1).in Small and their distance to a main urban hub, it is also necessary to consider their Thus, European regions are experiencing demographic, socialMedium-sized Towns significance in the surrounding and economic changes which have spatial context. required a new way of thinkingin IntermediateRegions Table 1: Characteristics of predominantly urban, close to a city and remote intermediate regions and close to a city and remote predominantly rural regions - Source: EU (2008)2.1. Small and Medium-sizedTowns in the European TerritorialSystemEuropean territory is characterisedby a very large diversity of spatialsettlements, with considerablestructural differences whichrepresent a threat but also anopportunity to promote theinnovative potential of regions andcities in an emerging creativity-based economy.In demographic terms, more than20% of the EU population livesin large conurbations (more than250,000 inhabitants), approximately20% in medium-sized cities(between 50,000 and 250,000inhabitants), and 40% in smaller 1 A region in considered close to a city if more than a half of its residents can drive to the centre of a city of at least 50,000urban areas (from 10,000 to inhabitants within 45 minutes. creative clusters in low density urban areas | 55

SPECIAL ISSUEabout rural and urban relationships of a new concept of ‘rurality’ (1999) has been adopted whichas well as about their territorial and that is no longer synonymous proposed as one of the keyfunctional interdependencies. to depopulation, agriculture guidelines “the development of aConcerning the development predominance, periphery and polycentric and balanced urbanprocesses in small and medium- decline. A new approach in system and strengthening of thesized towns we can identify European policies concerning rural partnership between urban andtwo demographic trends that areas began with the publication rural areas” (CEC, 1999). In thisare particularly critical. On one of The Future of Rural Society polycentric structure, small andhand, there is the increasing (CEC, 1988) where these areas medium-sized towns and theirurbanisation process marked were defined as territorial entities interdependencies constituteby the migration flow from with a coherent economic and focal points for regional andrural to urban areas and the social structure of diversified rural development “offeringstagnation, or even decrease economic activities. Furthermore, infrastructure and services forof the population in rural areas. the so-called Cork Declaration economic activities in the regionOne the other hand, there is an [EC (1996a), produced during and easing access to the biggerongoing process of counter- the preparation of the Agenda labour markets” (CEC, 1999),urbanisation in some parts of 2000 (EC, 1997)] had identified and therefore, contributing toEurope which is considered a desirable rural development the diversification of the ruralreverse migration flow – the policies for the future which economy. This can be donemovement of people to rural areas include “strengthening the role of through policy measureswhich has been influenced mainly small towns as integral parts of concerned with improvingby infrastructural improvements, rural areas and key development interactions and links betweenprogresses in transport and factors, and promoting the towns and their surrounding areas,telecommunications. This development of viable rural the promotion of partnerships andprocess is described as a ‘rural communities and renewal of cooperation, the exploitation ofrevival’ where people are moving villages” (EC, 1996). endogenous resources and takingout of large cities to live in the Moreover, the OECD had published into account local and regionalcountryside, mostly in the dense an article called Reinventing Rural levels.urban networks of central and Policy (2006) which identifies two As a result of a long process ofnorth-western Europe and also principles that characterise this debate, the Territorial Agendain southern and Nordic countries ‘new rural paradigm’: a focus on of the EU was adopted in 2007,(ESPON, 2006a). places rather than on sectors; and which places identical focus onAt the same time, changes in a focus on investments instead of the concept of territorial cohesioneconomic functions of rural areas subsidies (Table 2). and in the potential of territorialhave also contributed to the Being aware of the economic diversity for development. Itrethinking of rural development. A and social disparities between identifies “city regions and cities ofvisible decline of the importance and within European countries varying size as the best availableof agriculture and other primary and regions, successive policy to build upon their own strengthsactivities in many rural areas is documents referred to the in the context of Europe-widebeing accompanied by a growth in necessity to achieve territorial cooperation with entrepreneursthe services sector. “Rural areas are cohesion through more balanced as well as societal and politicaldiversifying their economic base and sustainable development (e.g. stakeholders”, calling for “newfrom being the locations for the CEC, 1999, 2003, 2004, 2008b). forms of partnership and territorialproduction of (agricultural) products In this context, The European governance between rural andto locations for production of Spatial Development Perspective urban areas” (EU, 2007).services including tourism andrecreation” (ESPON, 2006b), where Table 2: The New Rural Paradigm - Source: OECD (2006)small and medium-sized towns canact as development poles for thesurrounding area, ensuring labourmarket and providing servicesaccording to their place in anintegrated and balanced territorialsystem (ESPON, 2006b; RePUS,2007).These processes have largelycontributed to the formation5 | the creative brief compendium 2009|2011 creative brief 2009|2011

Following up, The Green Paper the solidarity, mutual assistance territorial areas is mainly theon Territorial Cohesion (CEC, and co-opting of ideas that often result of the abovementioned2008b) states the particular develop in small and medium-size concentration of populationchallenges but also the significant enterprises working in the same in intermediate regions closeroles that small cities and towns sector (social capital); lastly there to a main urban hub in thecan play in intermediate and is an intangible factor, ‘something EU (around 36% of the EU-27rural regions with respect to in the air’, called the ‘environment’ population in 2004) and alsoterritorial cohesion: “Towns and and which is the outcome of a of the opportunities they arecities in intermediate and rural combination of institutions, rules, facing in a world characterisedregions also provide essential practices, producers, researchers by trends towards globalisation,services for the surrounding and policymakers, that make a digitisation and cultural diversityrural areas (…) including the certain creativity and innovation and where the ability to createinfrastructure necessary to invest possible” (EC, 2006b). social experiences and networkingin the adaptability of people and The characteristics, potentialities is a factor of competitiveness.enterprises, key to avoiding rural and challenges that face small In this context, creativity mightdepopulation and ensuring these and medium-sized towns in have the capacity to propel a sortareas remain attractive places to intermediate regions induce the of leapfrog in terms of social andlive”. need for specific public policies economic development for smallThe growing importance of ’place- different from those designed for towns, and represents an excellentbased economies’ also draws predominantly urban areas, at opportunity to re-think ruralattention to the unique attributes European, national, regional and development. This phenomenonand assets of small places such local level. is not only a characteristic ofas culture, environment, lifestyle European countries and regionsand quality of life, that determine 2.2. Creativity as a Driver for but also of other places, such astheir attractiveness for particular the Development of Small and the USA or Canada where theretypes of activities, investments Medium-sized Towns in European are large areas of low densityand people. Local authorities Intermediate Regions territories.seek to exploit the advantages Creative Clusters and the Amenity- The attraction and retention ofof agglomeration or cluster based Theory talent, particularly of the creativeeconomies in order to obtain According to different academic class, in small and medium-sizedmarket scale and to “develop studies and public policy towns largely depend on thesustainable niches within regional, documents, the emergence of quality of life and the quality ofnational, and global economies” creative clusters is only viable in place, which figure as the main(Knox and Mayer, 2009). large cities and metropolis (Florida, explanatory factors for the so-Accordingly, an approach based 2002; DCMS, 2006). called “urban exodus” (ESPON,on territorial capital and the type Nevertheless, some countries 2006b). People are increasinglyof relationships and dynamics with have already begun to put on their looking for alternative lifestylesother places in a wider context is agenda the role of creativity as a to those prevalent in the bigcrucial to reveal their significance. driving force for the development cities, giving priority to theAs originally defined by the OECD, of small and mid-sized towns in wellbeing associated with sports,and subsequently adopted in intermediate regions, with it being healthy food, preservation of thethe European Territorial Agenda recognized that “while much of environment and sustainability, andprocess: “a region’s territorial the attention of those concerned to the sense of community andcapital is distinct from other with culture and regeneration local identity.areas and is determined by many has rightly been focused upon Therefore, the presence offactors” such as “geographical the core cities, it would be a amenities becomes a differentiatinglocation, size, factor of production mistake to assume that smaller factor of the places sought by theendowment, climate, traditions, towns and cities do not have a creative class, which are affirmednatural resources, quality of life role to play” (Wood and Taylor, as ‘special places’ imbued withor the agglomeration economies 2004) and that “the understood an original atmosphere. Theseprovided by its cities”. Other wisdom on the essentially urban endogenous assets can be classifiedfactors may be “‘untraced nature of the creative industries into the following categories: naturalinterdependencies’ such as is complemented by their amenities (warm climate, distinctiveunderstandings, customs and increasingly significant role in the and picturesque countryside withinformal rules that enable economic development of rural topographical diversity such aseconomic actors to work together areas” (BOP 2008). , valleys, rivers, lakes, mountainsunder conditions of uncertainty, or This growing interest in these and forests), historical and cultural creative clusters in low density urban areas | 5

SPECIAL ISSUEamenities (architectural and group and tend to be married with models and organization forms toarchaeological heritage such as children in relation to those that live the overall economy. Furthermore,castles, churches, aqueducts and in urban areas. Despite the possible findings suggest that there is abridges, and intangible heritage maintenance of links between the strong tendency for individualssuch as memories, testimonies so called “new rural residents” and with artistic and creative skillsand legends), symbolic amenities the social, cultural and personal to work in other areas of activity(community spirit, neighbourliness networks of big cities, in this kind (NESTA, 2008). In addition to this,and sociability, identity, authenticity, of creative communities face-to- several sub-sectors of the creativecivic associations) and built face contacts and local connections industries, such as architecture,amenities (health and social to the indigenous community of design, advertising or software sellservices, hotels, restaurants, bars, residents are very important. This the majority of their products andmeeting places, museums, art fact contributes to the creation of services to other businesses.galleries, studios, events, etc.). a shared identity, sociability and Particular note should beAccording to Granahan and Wojan neighbourliness, avoiding processes made of the relevance of local(2007a), “despite an urban affinity, of social gentrification and inequality development policies which couldthe creative class – perhaps prejudicial to local and regional create favourable conditions,more able and apt than others in development. infrastructures or supportthe workforce to choose where Nevertheless, according to a study programmes (such as incubators,to live based on quality of life carried out by Morel Research, live-work houses, and specificconsiderations – can be drawn younger people are also increasingly financing systems), inducingout of cities to high-amenity rural seeking rural areas because of the the attraction of talent and thelocations”. low cost of housing, the better development of creative businesses.The importance of built amenities quality of life and the presence The linkage between a strongalerts us to the need for the of good schools, which is clearly leadership and public participationexistence of a minimum critical facilitated by the use of information is essential for the success of thesemass and density which enable and communication technologies, creative-based strategies.the availability of the basic services the emergence of virtual networks These policies can be morenecessary for the population, which and the increasing mobility of the people-oriented (“people-climate”can come from the dynamism of creative class: “businesses can now - Florida, 2002; “traditional clusterthe surrounding region or from start up in small communities even perspective” – EC, 2010), centredproximity to a relevant urban centre if they are hundreds of miles away on improving the qualities of– as noted above, the integration in from big cities” (BBC, 2008). the cities as a way of attractingintermediate regions close to a main In fact, the entrepreneurial spirit creative talent which, in turn,urban hub (EU, 2008). of the creative class inspires the induces additional investments byMoreover, the presence of the development of creative businesses, companies and the emergence ofcreative class can, in itself, generate and the presence of creative start-ups, enhancing job growth andamenities: “a place that attracts activities tends to attract more rising income; or business-orientedartists and designers may appeal innovative companies and projects. (“business-climate” - Florida,to people who like communities Quoting NESTA (2009), “many in- 2002; “occupational perspective”(...) and people may be drawn to migrants tend to be entrepreneurial; - EC, 2010) proposing measuresa community by the restaurants, they arrive with new ideas and seek and conditions favourable to thestores, and other consumer to implement them”. Likewise, development of creative businessesservices that develop in response “places with a higher concentration as generators of jobs and wealth,to the consumption patterns of of creative occupations actually have such as subsidies or tax incentives.the creative class” (Granahan and more creative activities” (Granahan Moreover, particular focus shouldWojan, 2007a). and Wojan, 2007a). be given not only to culturalHowever, there are differences Moreover, creative industries consumption and tourism but alsobetween the “urban creative class” provide innovative inputs for other to cultural and creative production.and the “rural creative class”, areas of activity in local economies Despite the complementaritieswhich is demonstrated by the fact such as agriculture, handicrafts, among these approaches, wethat small and mid-sized territorial furniture, textiles, tourism and advocate that in small and medium-areas mostly attract talented young gastronomy, promoting their sized towns in non-predominantlyfamilies, midlife career changers and development and prosperity. The urban regions the amenity-basedactive retired people (Granahan and effects of knowledge spillovers theory best suits reality. AccordingWojan, 2007a). Besides this, the kind derived from geographical proximity to Granahan and Wojan (2007b)of creative people who live in non- provide the transfer of information, “while developed with majorurban areas belong to a higher age technologies, innovative business metropolitan areas in mind, the58 | the creative brief compendium 2009|2011 creative brief 2009|2011

creative class thesis seems to growth in the number of new serious economic decline, whichparticularly relevant in rural areas”. establishments and employment, underpinned a strong motivation toTo conclude, it is important to stress particularly in rural counties with change the situation through radicalthat there is an effective danger of attractive outdoor amenities. reforms where the pilot initiativepolicy transfer and emulation of the In the UK, the BOP Consulting called “The Huddersfield Creativedevelopment of creative clusters report of 2008 “Creative Industries in Town” (closed down in 2001) was ain small and mid-sized towns in the Rural East Midlands” postulates crucial element.intermediate regions (and also that although creative industries Huddersfield benefits from a set ofin big cities) all over Europe and in rural areas still contribute in a amenities upon which its creativeinternationally. The serial replication smaller proportion to employment success is founded: favourableof this phenomenon can be avoided than creative industries in urban geographical location between twoif creative strategies are strongly areas, it is certain that this trend major cities, Manchester and Leeds;based on historic precedents (‘path appears to be reversing in the so- good physical accessibilities (roaddependency’), in the symbolic called ‘fastest growing rural areas’, and rail corridors); the presence ofvalue of place and space and in in which the relative size of the important knowledge infrastructures,cultural heritage. According to creative sector is approaching the such as a growing university;Evans (2009), “there is a need to average in the UK. As an example, diverse and low cost housing; andbuild on competitive advantage in 2005, 3% of employment in the the existence of several abandonedbased on distinction/niche markets rural districts in the East Midlands industrial sites.and a diversity of creative clusters, was related to creative industries, Based on a comprehensive view ofthe links between ideas/design and its respective growth was 20% the potential role of creativity, thisand manufacturing, as well as the between 2001 and 2005, compared initiative has been developed underdiverse histories/heritage”. to growth of 8% in the overall a particular governance system economy. which is considered the key pointCase Studies and Empirical Several studies on this theme were of its success. This system wasEvidence also developed in Canada, namely based on several organisationsStatistical and econometric analysis the “Developing and Revitalizing with a specific contribution toand empirical studies centred on the Rural Communities through Arts and the promotion of the town andreality of small and mid-sized towns Creativity” report (2009) prepared surroundings as a creative milieu.corroborate the abovementioned for the Creative City Network. Some examples amongst otherthesis not only in countries such According to national statistical organizations include: the Mediaas USA, the UK and Canada, but data, in 2001 there were 22,100 Centre (managed workspace),also in smaller countries such as professional artists living in 264 CIDA (skills development andFinland or Portugal, demonstrating small and rural municipalities in business support), the Beaumontthe existence of a positive Canada, which represents 17% of Street Studios (digital productioncorrelation between the presence the 130,700 artists in the country. and training), and the Huddersfieldof amenities, immigration, size of Moreover, in the 1996 to 2003 Business Generator (incubator).the creative class, job growth and period, rural culture employment These organizations are stillthe development of small local grew faster than rural total working and have extended theeconomies. employment. Furthermore, it is also size and scope of their activities.Granahan and Wojan (2007b) have important to stress that between This local business model, duedemonstrated that in 2000, about 1998-99 and 2000-01, the Canada to generating a thriving creative11% of non-metro counties ranked Council of the Arts funded projects industries sector is beingas creative-class counties in the in 825 communities, 351 of which disseminated more widely.USA, and that counties high in (43%) were in communities with Public and the non-profit entitiesnatural amenities are more likely less than 5,000 people (Duxbury and have been the key actors ofto be creative-class magnets. Campbell, 2009). change in the developmentMoreover, creative-class non- of the project; however, themetro counties tended to gain Huddersfield private sector has also played anjobs between 1990 and 2000 (United Kingdom) important role in the process.at a faster rate than their metro The Huddersfield Creative Town “The aim of Huddersfield was notcounterparts. In more recent work Initiative simply to be creative, but to buildof Granahan et al. (2010), tests Huddersfield is a small town located a creative community” (Wood andconfirm that the interaction of the in West Yorkshire in the UK with Taylor, 2004). In order to attain thisentrepreneurial context with the 121,620 inhabitants. Originally based objective, and to attract creativeshare of the workforce employed in on the textile sector, in the 1980’s people to live in the town centre,creative class is strongly associated the town entered into a process of they have started a process creative clusters in low density urban areas | 59

SPECIAL ISSUEof reconversion of abandoned 1990’s, the local economy was Works/Creative Networks’buildings into creative lofts as severely damaged that caused programme designed to supportworking and living places. great difficulties to the community. the development of a creative Since then, there has been a and digital industries clusterBarnsley (United Kingdom) strong effort and commitment to in Barnsley, Doncaster andBarnsley as a “Renaissance Town” boost county economic and social Rotherham – the South YorkshireBarnsley with a population of renaissance, taking advantage of coalfield area. Launched in 2003,218,000 people (82,000 in town) its location in regional economy. this programme was supported byhas a central position in the Strong political leadership in ERDF resources and was managedNorthern Growth Corridor in the Barnsley is widely recognised. by Barnsley Development Agencyheart of the UK. It is located close The council has engaged local on behalf of the programmeto three city-regions: about 30 people in the development of a partners: Barnsley MBC,minutes by car from Sheffield clear strategic vision: to create Doncaster MBC, Rotherham MBC(19 km to the south) and Leeds a culturally inspiring, dynamic and the Arts Council England.(40 km to the north) and 1 hour and thriving “21st Century Built upon the success of thefrom Manchester, and has fast Market Town & Borough” through ‘Creativity Works’ project, theaccess by road, air and rail. It is sustainable growth. Given that council reinforced the idea ofserved by three major roads: the the local strategy is based on its placing culture and creativity at theM1 motorway just one mile from endogenous assets, such as: the forefront of its economic agenda,the town centre which has fast historic reputation as a market clearly focused on the creativity ofefficient links to London, Leeds town; the local industrial tradition; the workforce that will underpinand other major UK cities. its strategic location between the the growth of knowledge-basedThe town has developed a regional Sheffield and Leeds economies; industries. Several supportreputation as a historic market the surrounding countryside; infrastructures and facilities wereplace which grew as a result of its and the advanced technology created, such as incubation worksignificant industrial importance companies already located in the places, new and alternative gallerybased on coal mining and glass- borough. areas, platforms for installation andmaking. When this industry Barnsley’s creative industries public realm work.effectively closed in the mid vision resulted in ‘The Creativity Barnsley aims to develop a0 | the creative brief compendium 2009|2011 creative brief 2009|2011

reputation as a home for creative The beginning of the Creative the Countryside: a Study ofand digital businesses. The Rural Economy started with the Economic Development andDigital Media Centre (DMC) presence of new bohemians Social Change in Prince Edwardnearby Barnsley College Centre and artists who discovered County” advocates a culture-provides support for entrepreneurs Prince Edward County as a good based community economicand start-up businesses in the place to live with low costs for development, which is a modelcreative and digital media. The the development of their arts still in use as a case study by otherBusiness and Innovation Centre and trade, resulting in an artist communities.(BBIC) supports the development clustering process added by the Consequently, a major study wasof innovative technology and quality of the place. Consequently, completed in 2008 called “Growingknowledge based businesses. a new population, mostly artists the Creative Rural Economy inUnder the project of the Creative was attracted, and a new cycle Prince Edward County”, focused onBarnsley network, artist studios began. recommendations for achieving anwere also opened in the Elsecar In the following years the ecological and community-basedHeritage Centre - CB Hive Studios, County has started to implement sustainability under culture-basedas well as a new contemporary several territorial and economic development in growth.gallery - Hive Gallery. development strategies. The mainBarnsley has been participating strategy proposed was based Óbidos (Portugal)in some European networks on a different kind of economic Óbidos as a “Creative Town”supported by EU Territorial development model, with quality The municipality of Óbidos isCooperation Programmes (namely of place at its core and built on situated in the Central regionURBACT), such as “Creative four pillars: agriculture; tourism; of Portugal and has 10,875Clusters in Low Density Urban arts, culture and history; and inhabitants.Areas” and “Building Healthy commerce industry. Óbidos has a privileged location inCommunities”. Following this strategic model the regional context being close the county has developed several to important urban centres suchPrince Edward County (Canada) key plans and studies, namely: as Leiria and Coimbra, as wellCreative Rural Economy in Prince “Leveraging Growth and Managing as Lisbon at less than one hourEdward County Change: A Cultural Strategic Plan away, and Porto at less than twoPrince Edward County is a rural for Prince Edward County” (2005); hours. It also benefits from goodmunicipality located between “Picton Downtown Revitalization physical connections, such as twoToronto and Montreal (Canada) in Plan” (2005); “Tourism Destination important highways A8 and A15,Eastern Ontario, with a population Development Strategy” (2006); and IP6.of 25,000 people. “Culinary Tourism Survey Ryerson Óbidos benefits from a wide rangeBy the turn of the 21st century University” (2006); “Queen’s of endogenous amenities, sucha creative rural economy model University Geography class on as nature, history, culture andhad developed based on its PEC’s Creative Economy” (2008). the symbolic capital, and fromformer traditional resources and The study published in 2005 constructed amenities, both pre-agricultural based economy. by Brain Hracs “Culture in existent and those leveraged by public policies, which make the town a “special place” with high quality of life. By combining its endogenous amenities and new factors of competitiveness such as culture, creativity and innovation, Óbidos intends to affirm itself as a creative community in which to live, work, learn and interact – “Óbidos Creative Town”. The most visible part of this strategy has come about in a series of public events such as the Opera Festival, the Christmas Town, the Chocolate Festival and June of the Arts, which have come to attract a significant creative clusters in low density urban areas | 1

SPECIAL ISSUE which has developed in unison with the iron industry. In the 80’s, this town was abandoned and since then an innovative strategy of local development has been implemented in order to change and revitalize this reality. The strategy is based on attracting creative people through its local distinctive amenities: a picturesque landscape in a river valley and the existence of historical and cultural heritage strongly marked by the iron industry (from its architecture to its memories). All this creates aTable 3: Prince Edward County Economic Strategy - Source: Taylor and Baeker (2008) unique and distinctive atmosphere. This village also benefits from itsnumber of visitors and tourists We can highlight the national location, near the city of Helsinkito the historical town. However, networks ECOS – “Energy and (85 km), with good physicalat the moment, over and above Sustainable Construction” and accessibilities.the conception of the designated “Creative Economies” as well as The strategy seeks to attract andevents of the new generation, the European URBACT network retain the creative class with asuch as the Literary Festival and “Creative Clusters in Low Density specific profile: they have to workthe Triennial of Literature and Child Urban Areas”. on activities related to art, crafts orIllustration, Óbidos intends to link design and have to live and worktourism and cultural (and creative) Fiskars (Finland) on site. Among other artists, theconsumption to cultural (and Fiskars Village in Finland national reference sculptor Martticreative) production. The artisans, designers and Aiha lives there.Within the scope of the influence artists who have moved into Based on these distinctive factors,of local policies, particular the old ironworks village have other amenities have been built,note should be made of the brought a new vitality to the through the conversion of thedevelopment of anchor projects place and transformed it into architectural heritage in: livingin priority support areas for the a much acclaimed centre for and working places, communityattraction of talent, the promotion Finnish art and design. It was a areas, accommodation (one hotelof new businesses and the rural village, founded in 1649, and one “bed and breakfast”),improvement of the quality oflife of residents, such as creativeeducation, entrepreneurship, thecreation of infrastructures (e.g.Technological Park for creativeactivities, incubator for creativeactivities, artistic residencies)and creativity support systems(e.g. Óbidos tax free for creativeactivities, risk capital, sponsorship)or environmental sustainability,based on a strong marketingstrategy of the municipality – the“Creative Óbidos” brand.Óbidos participates in severalnetworks with other towns andcities at a national and Europeanlevel, not only as a way ofattaining critical size but also toenable international affirmation.2 | the creative brief compendium 2009|2011 creative brief 2009|2011

restaurants, cafes and shops,museums, an exhibition centre anda conference centre.These local facilities foster thepromotion of events linked tocreative and cultural industries,attracting small groups of touristsand other professionals for a fewdays, without invading the creativeenvironment of local artists/residents.Today Fiskars is an outdoor livingmuseum that attracts artists aswell as tourists to experiencea unique creative and ruralatmosphere.3. Preliminary PolicyRecommendationsfor the Promotion ofCreative Clusters inSmall and medium-sized Towns inIntermediateRegionsThe recognition of “the distinctiverole that creative and culturalindustries can play in regional andlocal development when designingpolicies and support instruments”by the Green Paper represents,in fact, an evolution in relation to emphasize two important knowledge spillovers (agriculture,to recent strategic documents questions: crafts, textiles, gastronomy),published by the EU. 1) We are witnessing a ‘new but also to induce the attractionHowever, considering the need rural paradigm’ that is no longer and retention of talents andto adapt European creativity- connected to the predominance businesses of new sectors suchbased public policies to the of agriculture and other traditional as ICT or cultural and creativespecificities of the territories activities, but which comprises tourism. Rural areas and smallwhich have different historical a diversification of the economic towns can be competitive throughpaths, economic, social and base in small and medium-sized the valorisation of endogenousinstitutional characteristics and towns. In this context, the Green assets, the exploitation of unusedare facing different opportunities Paper advocates that “in rural areas resources and the in-migrationand challenges, we defend the new business models can help of creative people who look fordevelopment of specific measures bring innovation and sustainability quality of life and quality of place.and financial instruments to to traditional forms (i.e. local Their entrepreneurial spirit cansupport small and medium-sized crafts) and lead to economic be directed towards the creationtowns in intermediate regions in viability”. However, the creative of new companies or civicthe area of culture, creativity and issue is not only important associations in areas such as arts,innovation. to foster the development music, design, software, etc.2.In this context, we would like of historical sectors through 2) The difference between the creative clusters in low density urban areas | 3

SPECIAL ISSUEcultural and creative sector in big that capitalize on networked and Moreover, people are increasinglycities and in small and medium- niche initiatives and not on large looking for living learningsized towns in intermediate projects. In this sense, it is very experiences through, for example,regions and even rural areas dangerous to transfer urban-based the organization of creativeit’s not only a matter of scale. creative policies to small towns workshops on site.Rural arts are not smaller-scale and rural locations. But, artists who look forversions of arts activities in larger As examples, we can identify these environments in smalltowns and cities and there is two important measures for the and medium-sized towns areno clear distinction between promotion of the development challenged by the uniqueness ofurban- professional and rural- of creative communities in small the place, the special atmosphereamateur activities (Duxbury and and medium-sized towns in favourable to the creative work andCampbell, 2009). They have intermediate regions: enhanced quality of life, and notdistinctive characteristics because by the so called creative attributesthey happen in specific rural (1) The establishment of creative of big cities and metropoliscommunities marked by a strong learning environments and (big cultural infrastructures,civic involvement, a particular places for experimentation (such technological clusters, etc.). Anidentity and authenticity and a as artistic residencies, live-work excellent example is the case ofgreat value put in sense of place. houses, creative incubators, “Artistic Rural Residencies” inArts activity and participation convergent and meeting spaces, the small town of Tondela withis intentionally inclusive and a fablabs, etc.) is a success around 8,000 inhabitants (Portugal)form of community building factor both for the attraction of (arterra-residencias.blogspot.in small towns and rural areas, temporary visiting artists and new com/), or “Espaço do Tempo”, awhich makes the engagement of residents. There is, in fact, a need trans-disciplinary arts organisationcitizens very different from that in for physical spaces where artists which supports various nationallarger centres. Besides this, many and other people can meet and and foreign contemporaryeconomic development strategies reflect on the creative processes performing artists, located into harness creativity in these in order to produce new ideas an old convent in Montemor-o-zones are focusing on approaches through an interdisciplinary basis. Velho town with 24,000 residents Specific Proposal: European Creative and Sustainable Small Communities Network Based on the experience of the “Covenant of Mayors” launched by the EC which is a commitment by signatory towns and cities to go beyond the objectives of EU energy policy in terms of reduction in CO2 emissions through enhanced energy efficiency and cleaner energy production and use, we propose a similar initiative in the area of creativity. The first step of this initiative was launched last January, 2009 when a group of European Mayors mainly associated to the URBACT Creative Clusters network signed the abovementioned “The Óbidos Charter - a Pact for Creativity” (www.obidoscriativa.com/obidoscharter.pdf) open to the adhesion of additional small towns and rural areas and also regional organisations in Europe (www.obidoscriativa.com/creative_english.htm). The result might be the creation of a European Creative and Sustainable Small Communities Network with the aim of sharing experiences and best practices, developing joint projects and promoting the mobility of creative people between cities and regions. In addition to URBACT Creative Clusters’ partners, we can also start by inviting cities and regions involved in a few projects linked to urban and regional creativity supported mainly by Territorial Cooperation Programmes, such as URBACT or INTERREG. We also acknowledge the importance of cooperation with already established and complementary networks or initiatives, such as Eurotowns or European Regions of Culture Campaign (EROCC). Related to this initiative, a “Creative Communities Award” could also be launched to distinguish creative and sustainable communities in Europe.The completed Technical Guide centred on policy recommendations on the development of creative clusters insmall and medium-sized towns in intermediate regions will be published in November, 2010 by INTELI - Inteligênciaem Inovação (PT) within URBACT Creative Clusters network. | the creative brief compendium 2009|2011 creative brief 2009|2011

(Portugal) (www.oespacodotempo. the capacity to connect economic, culture, and environmentalpt/en/). These initiatives encourage cultural and social values. policies in order to induce thethe international mobility of To conclude, public policies development of creative andcreative people as a successful and instruments oriented to the sustainable communities wherelearning process. development of intermediate people can live, work, learn and regions cannot be identified play.(2) The identification and training merely with sectoral policies 2 Particular note should be made of the example of theof creative brokers is very such as agricultural or territorial creative strategy of Óbidos (Portugal) which includes not only the upgrading of traditional activities (gastronomyimportant for promoting the cohesion policies. These small and through cake design and molecular chocolate, ordevelopment of the creative and medium-sized towns must also agriculture through the production of biological endogenous products) but also the emergence of newcultural sector at regional and local be the target of R&D, innovation, businesses in the areas of ICT, environment and design.levels. These agents can functionas connectors between: traditional REFERENCESindustries and creative industries, BBC News Channel (2008), Rural Towns New of regional diversity and potentials in Europe,sub-sectors within creative ‘Creative Hubs’, 21 April 2008. Luxembourg. 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(2007b), “Recasting thethe Green Paper “intermediaries Europe, Communication from the Commission, Creative Class to Examine Growth Processes in COM(2008) 371, 12 June, Brussels. Rural and Urban Counties”, Forthcoming Regionalor brokers between different Studies. CEC (2008b), Green Paper on Territorial Cohesion,sectors and disciplines should be Turning Territorial Diversity into Strength, COM Granahan, D.; Wojan, T.; Lambert, D. M. (2010),encouraged”. The existence of a (2008) 616 final. “The Rural Growth Trifecta: Outdoor Amenities, Creative Class and Entrepreneurial Context”, Journalnetwork of these intermediaries DCMS (2006), Regeneration & Renewal, DCMS of Economic Geography, 2010. Creative Economy Programme ‘Infrastructure’could be an advantage in the Report, 2006. Knox, P Mayer, H. (2009), Small Town .;promotion of the territorial Duxbury, N; Campbell, H. (2009), Developing and Sustainability: Economic, Social, and Environmental Innovation. Birkhäuser, Basel, Switzerland.exchange of experiences and best Revitalizing Rural Communities through Arts and Creativity: A Literature Review, Prepared for the NESTA (2008), Creating Innovation: Do thepractices and the transferability of Creative City Network of Canada, March 2009. Creative Industries support Innovation in the Wider Economy? Research Report. February 2008.creative skills among people and EC (1996), The Cork Declaration - A Living Countryside, European Conference on Rural NESTA (2009), The Geography of Creativity. Interimsectors. Development, November. Report. August 2009.Creative brokers working in small EC (1997), Agenda 2000: For a Stronger and Wider OECD (2006), The New Rural Paradigm: Policies andand medium-sized towns must Union, COM(97) 2000 final, Brussels: EC. 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AGRI, Territorial Cohesion in the Light of the Lisbon and Luxembourg.not only among new creative Gothenburg Ambitions, Based on the Scoping Taylor, D.; Baeker, G. (2008), “Economicvisitors and residents but also Document discussed by Ministers at their Informal Restructuring through Culture in Small Towns and Ministerial Meeting in Luxembourg, May 2005.integrating the local community Rural Areas: Building Creative Rural Economies EC (2010), New Cluster Concepts Activities in - A Case Study of Prince Edward County, Ontario”,in the process. It is necessary Creative Industries. Report produced by FORA for Presented in The International Forum on theto gather talents who have the European Commission Enterprise & Industry Creative Economy, Gatineau, Quebec, March 2008. Directorate-General.open minds, a strong sense of Wood, P Taylor, C. (2004), “Big Ideas for a Small .; ESPON (2006a), Synthesis Report III. Territory Town: the Huddersfield Creative Town Initiative”,sociability and neighbourliness and matters for competitiveness and cohesion. Facets Local Economy, 19:4, 380-395. creative clusters in low density urban areas | 5

the creative brief 06 October 2010 | the creative brief 2009|2011

the creative brief 06 October 2010Think Smallin a Big WayThese inspiring words presented to uswhen Barnsley entered our network, havebeen following us since the beginning. Theinterview that we bring to you is evidenceof how the Barnsley Municipality and itslocal community have conceived a strongcreative agenda. Here we present a solidcase of leadership and inspiring publicpolicies, created to face the challenges ofthe future to resolve daily life issues.At a network level, and despite theeconomic problems of our countries, weare moving forward and setting the basisof a wider and more complex discussionabout creativity. It’s this approach, mixingpractices and conceptual guidelines,that makes Creative Clusters network auseful partner in several events, not onlyin Europe, but also in Brazil. As you canread in this document, we were invitedto present our work and the Óbidos CaseStudy in a Forum about Creativity inAracaju, Brazil. Also, in Europe, we bringyou good news with the contacts that wehave been establishing with Spennymoor,England. For us, this is the feedback that weneed, which gives us confidence that ouragenda, with content that is normally notreflected in national and European officialdocuments, is useful for a large number ofcities and towns. Miguel Silvestre – lead partner creativeobidos@cm-obidos.pt creative clusters in low density urban areas |

VISIONS FROM THE MAYORSSTEPHEN HOUGHTON,CBE MAYOR OF BARNSLEY [UK]Leadership and powerful new visions are key starting points to face new paths in local development for smalland middle-sized towns across Europe. This section contains a number of short interviews by Miguel Rivas[the URBACT lead expert for creative clusters] to the Mayors of the city-partners.Barnsley [South Yorkshire, UK] has a population of 218,000 [82.000 in town] and it has a great history as a centreof coal mining. In the beginning of the 21st century a huge regeneration effort followed in order to rebuild aneconomic base that would offer a future for the people and to eradicate the dereliction left by industrial decline.Barnsley is contributing to the URBACT network through its experience on: re-using old industrial sites forcreative activities; institutionalization of a creative-oriented local development; branding the creative place;PPP schemes in creative strategies; networking creative people; art incubators; new digital media cluster; andsupporting tools for creative entrepreneurs.8 | the creative brief compendium 2009|2011

MR. Houghton, could you please make a preliminary utilization of empty retail space as temporary galleries.assessment of your participation in URBACT? These both improve the appearance of the town and alsoSH. Involvement in the Creative Clusters Network is showcase local emerging talent and community groups.a fantastic opportunity for Barnsley. It will enable usto progress further our vision for Barnsley as a 21st MR. What about the articulation between regional andCentury Market town through learning, sharing of best local levels in Yorkshire? Are the public bodies at thepractice and opportunities to showcase and develop regional level really aligned with your strategy promotingour plans with like minded peers. We see this URBACT the creative city?network as a step towards a stronger European profile SH. The regional bodies Yorkshire Forward, Welcome tofor the town and we hope to retain and grow links with Yorkshire and the regional offices of Arts Council Englandthe other partners in the network long after the current and the Heritage Lottery Fund are all fully supportiveproject has been delivered. of our endeavours to be a 21st century market town.Specific areas in which we could gain knowledge from They have partnered with us in many initiatives enablingour European partners are: enhancing our local cultural key investment to come to the town, both capital andagenda and developing a street life for our town, eco- revenue, and facilitate both the creation of a new urbantourism, networking our creative local people with local landscape and the activity that animates it.industrial businesses, assist with providing a creative They continue to work with us on key projects includingeducation for primary and secondary schools and insight the development of a new Market, development andinto the digital media sector to enhance our own. improvements to Elsecar Heritage centre as a key cultural attraction, development of a new museum and archivesMR. What is your view regarding creative industries and centre for our town hall and the programming and deliverythe city? of cultural activity within our venues and open public areas.SH. To realize our vision of becoming a culturally They hold seats on our key partnership groups and weinspiring 21st Century Market town, Barnsley faces are in strong dialogue about the future of Barnsley andchallenges associated with supporting the growth and its creative & cultural development.development of the cultural industries sector. Thesechallenges range from providing adequate transport MR. We all wish you success to Barnsley candidature tolinks to cultural sites around the borough making the UK City of culture for 2013. It is a real challenge forthem more accessible to raising awareness for local a medium-sized town. How to settle this initiative intocompanies as to what is going on locally within the your strategy promoting a creative cluster in your city?sector. The difficulties are in the uncertainty over the SH. At the time of responding, Barnsley haslevel and timescale of future funding streams and also unfortunately not been short listed for the second stagethe fact that the sector is currently reliant upon a few of bidding for the UK City of Culture accolade. Theindividuals who are vital to making it work. The Yorkshire creative and artistic work that went into the initial bidregion in which Barnsley is situated boasts similar local and also the focus on repositioning culture to contributestrategies and without funding and the knowledge to effectively to both the economic and social developmentdevelop our offer, companies could be attracted into of Barnsley and its communities still stands.developments elsewhere around the region. Barnsley’s creative cluster is about the growth of opportunity for local people and visitors to the boroughMR. Current crisis is hitting particularly the retail sector. to experience a vibrant and engaging town. It focuses onAre you considering any specific measure to re-activate developing our higher education community in creativecommercial life in Barnsley? subjects to grow our entrepreneurs of tomorrow;SH. Barnsley’s commercial centre has performed well it is committed to filling and utilizing our managedso far through the economic downturn. In particular workspace offer to both creative and digital businesses.our Indoor meat and fish market is fully let for the first Through the first phase of Remaking Barnsley we havetime in eight years. Therefore the need to ‘reactivate’ spent considerable time building and establishing thecommercial life in Barnsley has not been felt as strongly cornerstones of our physical regeneration incorporatingas the question suggests. modern design, space and opportunity to grow businessWe continue to be fully committed to growing our economy and embracing the creative and digital agenda toand support our existing retailers and businesses through its fullest. Our UK City of Culture bid was about theestablished partnership networks working to the common second phase of this development. It was about usinggoal of improving and developing our town centre. culture and creativity to animate, fulfil and enhance theWe have created new space for retail in the Civic physical assets created. It was about engaging our localdevelopment and our Enterprise team is dedicated to communities and taking them forward with their town. Itattracting inward investment into Barnsley. was designed to create jobs, training opportunities andOur creative and cultural sector has continued to show build social capital to invest in the town’s future.its support for the growth of the commercial centre To this end our ambitions and plans through the learningthrough programming events and activity to encourage gained from the creative clusters programme and ourand increase dwell time in precinct areas and also the plans for the UK City of Culture bid were the same. creative clusters in low density urban areas | 9

WORKING AT LOCAL LEVELPortuguese Creative Economies Networkwas approved with the participation of ÓbidosThe Managing Authority of the the best model to manage the The participation in this networkCentro Region approved the network through the creation of a is a sequential and logic stepproposal for the creation of a formal association. in the development strategy of“Creative Economies Network” in This model will allow a permanent the Town of Óbidos along withPortugal. The network establishes and more effective relation the participation in the URBACTa strategic programme with between public, private and programme. It’s the samethe purpose of developing an associative actors, one of the manifesto of creativity in smalleconomy of creativity in the most important factors to the places, and the need to finddifferent partners’ locations, development of creative industries. innovative public policies.based in tree axis: creativity,entrepreneurship and creativeindustries and education.The partners of the network areÓbidos, Guimarães, Montemor-o-Velho, Tondela, Montemor-o-Novo,Seia and Fundação Bissaya Barreto(Portugal). With a global budget of9M €, the network will develop jointand individual creative projects.The first meeting of the networkoccurred last September, 2 inÓbidos, with the presence of theMayors of all involved partners.As a result there was defined0 | the creative brief compendium 2009|2011

CAPITALIZING EVENTS URBACT Creative Clusters Network in the Seminar “How Can Service Innovation help promote Sustainable Tourism?”URBACT Creative Clusters organised by the ECas a Case Study in the URBACT Creative Clusters project was invited toReport on thethe Contribution of “How can Service InnovationStudy on present a communication on the activities of the Contribution network in the seminar help promote Sustainable Tourism?” organised by theof Culture to Local andRegional Development - EC RegionalCulture to Local and EC in cooperation with the Valle d’Aosta Region - Italy. Development - Evidence from the Region Valle d’AostaThe Final Report of the “Study on the Contributionof Culture to Local and Regional Development Italy– Evidence from the Structural Funds” was published Structural Fundsin September 2010. The overall aim of the study hasbeen to provide a comprehensive account of therich variety of impacts arising from culture-basedinterventions in regional development processes.More specifically, it has examined evidence in Final Reportparticular cases of the ways that culture-basedprogrammes and projects, supported by the EU’s The event will take place in Valle d’Aosta (Italy) in 22- 23 November 2010 with the following objectives:Structural Funds, have contributed to economic - To explore the links and synergies betweenand social development at a regional and local level the three sides of the “golden triangle” between September 2010during the course of two programming periods: 2000- 2006 and 2007 - 2013. knowledge-intense service innovation, culture and creativity and tourism in rural and mountain regions;The URBACT Network on Creative Clusters and the - To identify existing policy approaches and measuresÓbidos Creative Strategy were considered case that valorise the “golden triangle” in an exemplarystudies in this report: manner, thus providing good practice examples from“The ‘Creative Clusters in Low Density Urban which other Member States and regions could learn;Areas’ project has particular significance in that it - To assess how such national or regional initiativesdemonstrates that culture-based developments are could be further supported at European level.addressing the issues that have shaped the formof the Structural Funds in the current programming The workshop will bring together some 75period. The project confirms the relevance of the participants from relevant national, regional andcreative sector model in areas that extend well local authorities and public agencies responsiblebeyond urban centres”. for the promotion or support of innovation, culture and/or tourism as well as representatives from P O Box 159“With leadership from the mayor and local universities, business organisations, think tanks andgovernment, an active strategy – Óbidos Creative Sevenoaks other organisations with an interest and stake inTown – has been put in place to develop a creative Kent TN14 5WTsector across the municipality, both within the walled tourism, culture and creativity to discuss how service innovation can help creating new high value jobcentre and Kingdom the heart of this strategy is the United beyond. At opportunities through tourism in rural areas.realisation that Óbidos has to make use of its cultural www.cses.co.ukassets, location and skills base to determine its own The network will be represented by the Mayor offuture”. Óbidos (Portugal), Telmo Faria, the Lead Partner. www.proinno-europe.eu/promotion-pro-inno-europe-results/events/aosta-http://ec.europa.eu/culture/key-documents/doc/studies/final_report_SF_en.pdf seminar-role-service-innovation-sustainable-tourism-n creative clusters in low density urban areas | 1

CAPITALIZING EVENTSCreative Clusters Network The network will be represented by INTELI – Intelligence in Innovation (Portugal), one of the project partners.invited to the www.fbcriativo.org.br“X International Forum on Spennymoor (UK) signedInnovation and Creativity” the “Óbidos Charter – aorganised by the Creative Pact for Creativity”Brasil Foundation Spenymoor is a small town of some 20,000 inhabitants located near Durham in the north of England. The townThe URBACT Creative suffered severe economic depression since the decline ofClusters network and the the coal mining industry and local policies are aiming toMunicipality of Óbidos re-establish the area as a location of economic advantage.were invited to present a The Mayor of the town signed the “Óbidos Chartercommunication in the “X – a Pact for Creativity” on the 28th of September in aInternational Forum on ceremony at the Town Hall attended by local politicians,Innovation and Creativity”. including the Member of the European Parliament andThe event, under the local Members of Parliament. The ceremony was aorganisation of the Creative celebration of the town with exhibitions by local artistsBrasil Foundation will take place in Aracaju – Brasil next and performances by musicians and actors, bothNovember, 18-20. professional and from local schools and societies.Around 1,000 participants from different parts of the The Óbidos Charter is a political manifesto onworld attended the last edition of the forum. This year, the potential role of creativity as a driver for localthe event will have the participation of 22 Brazilian development in small and middle-sized town in Europeexperts and 6 experts from USA, Canada and Portugal launched within the URBACT Creative Clusters network.as speakers. www.obidoscharter.com FORTHCOMING EVENTSURBACT ANNUAL CONFERENCE, Liege (Belgium),November 30 - December 1, 2010The URBACT Annual Conference Interactivity will be the keyword:will take place in Liege in Belgium, each participant will have thefrom Tuesday 30 November to opportunity to coproduceWednesday 1 December in Liege the conference outputs. The Minister-President of the BrusselsConference Centre. The event will Conference will be introduced Capital-Region and Mercedesbring together URBACT partners by Johannes Hahn, European Caballero, Chairwoman of theand urban actors coming from all Commissioner responsible for URBACT Monitoring Committee.over Europe. Regional Policy, Charles Picqué, urbact.eu/en/header_main/annualconference/4th THEMATIC WORKSHOP: “Promoting the Creative Ecosystem:New City Strategies in Big Events and Cultural Agenda”Barnsley (UK), March 17-18, 2011The fourth and last thematic workshop of the URBACT strategies in events and cultural agendas; giving heritagenetwork on Creative Clusters will be devoted to discuss a new life: linking heritage to the contemporary; publicon events and cultural agenda as catalysts in promoting marketplaces for cultural entrepreneurs: lights andcreative-based local strategies in local development. shadows; hybrid spaces: new urban cultural & workingThe range of sub-themes to be tacked will cover facilities for experimentation.issues such as: re-thinking big events: new aims, new FURTHER INFORMATION:formats, and the post-event; linking cultural policies to Helen Ball, Head of Culture & Creative Industries - Barnsley Councileconomic development policies: practical cases; local HelenBall@barnsley.gov.uk2 | the creative brief compendium 2009|2011

RELATED NEWSTowards a services; improving access to finance. Other duties could change, energy and food security, health and an ageing population.European Creative include awareness raising via the It aims to improve conditions andIndustries Alliance development of an ECIA website for stakeholders, a European access to finance for research and innovation in Europe, toThe European Creative Industries award to showcase best practice, ensure that innovative ideasAlliance (ECIA) would bring and the identification of creative can be turned into products and services that create growth and jobs. The initiative is based on a broad concept of innovation, fully recognizing the role of creativity. It underlines that “the creativity and diversity of our people and the strength of European creative industries offer huge potential for new growth and jobs through innovation, especially for SMEs”. Simultaneously, the Communication from the Commission “Regional Policy contributing to Smart Growth in Europe 2020” sets out the role of Regional Policy in implementing the Europe 2020 strategy,Source: Information session “Towards a European Creative Industries Alliance”, Brussels, 09.09.2010 in the area of smart growth and in particular the flagshiptogether policy-makers and industry ambassadors. initiative, “Innovation Union”.stakeholders from all levels to The document postulates that The platform proposal representsdevise better tools and policies for “cultural and creative industries, the first large-scale sectoralthe sector. It would set a common which flourish at the local and initiative on services innovationagenda for the creative industries regional level, are in a strategic at European level. The Europeanand ensure that existing funds position to link creativity and Commission will shortly publish aare used more efficiently while innovation (...) they can help Green Paper setting out a processstimulating public and private to boost local economies, of consultation on the ECIA andpartners to do more to support stimulate new activities, create other actions that aim to unlockthe sector’s growth. new and sustainable jobs, have the potential of the creative important spill-over effects onSuch a platform could generate a industry sector. other industries and enhancelarge number of new research and the attractiveness of regions andinnovation support programmes cities (...) creative industries arefor the creative industries whilemobilising about €100 million in Cultural and therefore catalysts for structuralpublic and private capital for the Creative Industries change in many industrial zones and rural areas with the potentialsector’s development. in the “Innovation to rejuvenate their economiesA policy forum will deliverpolicy recommendations for the Union” and contribute to a change of the public image of regions”.ECIA, with a particular focus On 6 October, the Europeanin five key areas: developing Commission adopted its http://ec.europa.eu/research/ innovation-union/pdf/innovation-union-framework conditions and Innovation Union flagship communication_en.pdf#view=fit&pagemforesight; assessing research initiative under the scope of ode=noneand skills needs; developing the Europe 2020 Strategy. This http://ec.europa.eu/regional_policy/new cluster concepts; nurturing project will focus Europe’s sources/docoffic/official/communic/business and innovation support efforts on challenges like climate smart_growth/comm2010_553_en.pdf creative clusters in low density urban areas | 3

the creative brief 07 December 2010 | the creative brief compendium 2009|2011

the creative brief 07 December 2010The true power of networkingAfter the study visit of our network to Kortrijk, briefly reported in this edition of our newsletter,its important to assemble some impressions. The first one is the commitment of the city withinnovation and creativity. Truly impressive. European projects and networks sould visit thecity and learn with experiences like the Interior Biennale, the Budascoop or the InnovationFestival. The involvement in the innovation process is a brand that should make Kortrijk one ofthe European examples in this subject. People, universities, public institutions and companiesdevelop projects together, not only as lab, but also as true network of “human solutions”, asour partners of Jyvaskyla should say.Another important idea is the positive speech in all the projects, but particularly in theEurotowns conference, where all the audience was invited to identify their own “idea killers”, atthe same time that they have to dream without using the negative restrictions that we all haveinside our way to work. That’s why, once again, we where surprised with the creativity withoutboundaries of children. The presentation of “my machine” project, born in Kortrijk and admiredworldwide, showed us the endless capacity of children to imagine a world with answers toall our problems. Of course, we don’t need to be a child to be creative, but if we want to havethe capacity to find solutions and solve our challenges we have to be fearless thinkers andproducers of goodwill’s using networking as a tool. Miguel Silvestre – lead partner [creativeobidos@cm-obidos.pt] creative clusters in low density urban areas | 5

VISIONS FROM THE MAYORS EMIL PROSCAN, MAYOR OF MIZIL [RO] Leadership and powerful new visions are key starting points to face new paths in local development for small and middle-sized towns across Europe. This section contains a number of short interviews by Miguel Rivas [the URBACT lead expert for creative clusters] to the Mayors of the city-partners. Mizil is a small Romanian town located at the Prahova County, 90 km far from Bucharest and near Ploiesti, the County Capital [1.319 inhabitants, 200]. Given the real challenges that Mizil is facing the URBACT Local Action Plan will be oriented to handle creativity-based activities as a source for job creation (retaining local talent) and as an additional tool for undertaking the current transitional period to a competitive market economy. | the creative brief compendium 2009|2011

MR. First we would like to thank you for your personal have several projects in implementation, which willinvolvement in some URBACT Creative Clusters events, contribute to the recovery of our city, among them Iand for your excellent work and warm hospitality in would like to pinpoint two:organizing our first thematic workshop. Well, could - The investment in creating the new 40 ha industrialyou please tell us what is your vision as Mayor for the park of Mizil, in partnership with the Prahova Countyfuture of Mizil? Council;EP First of all, I wish that all the citizens from Mizil, but . - The investment in creating the 12 ha ”Mizilalso nationwide, could enjoy a sense of normal life Go4MizAgri Greenhouses”, a project in partnershipand activity. To me, this means better and sustainable with the twin city of Lingewaard (Neatherlands) .economic activities, jobs and the possibility of achievinga decent standard of living, a larger array of services that Such projects contribute to economical recovery and willcan insure a sense of comfort and support to our daily ensure that opportunities are created and continue tochores, better and extended infrastructure to sustain be created for the working population and especially foreconomic and social development and last but not least, our young people. For Mizil - as an important educationalI wish that culture and education can contribute in a platform with its 3 medium-grade schools and 2 high-more effective way to the spiritual shaping of our young schools for the young generation, it is important to keepgeneration character and potential. We are in times of its citizens at home and count on them on a long termeconomical struggle and the world itself is not at ease, basis. It is my personal goal to insure that our citizensbut through our determination in doing what is needed, find a steady good job at home, rather than beingand with the support of our European family, we can subject of underpaid and humiliated jobs abroad.make sure that our vision has a chance to materialize. Ibelieve in a city of Mizil that can equally reflect prosperity MR. In what extend your vision and bet in promotingfor its citizens and attraction for people or entities willing creative-based issues in your local agenda is beingto invest and enjoy sustainable activities results from affected by economic downturn?placing their economical bet with us. We, myself andmy staff at the Townhall - through what was done and EP Irrelevant if we like it or not, everything is affected .continues to be done – want to make sure we create by a sluggish economy, and most of all are the activitiesproper conditions for living and working in Mizil, just like linked to the spiritual needs. It is not something we canany other small European city would do. fight very easy, other than with our own determination in concluding what we have started and find solutions to move on, even under adverse conditions.MR. Now at the end of 2010 partners of URBACTCreative Clusters network are drafting their Local ActionPlans on the issue. How Mizil is focusing that work? MR. What about the articulation between national, regional and local levels in Prahova county and inEP Our focus remain high as far URBACT Creative . Romania? Can these levels be involved in some wayClusters local action plans are concerned, and even with your strategy promoting a local agenda inspired bythough we have experienced some unforeseen setback creative-based issues? Can you expect some supportlately, we are determined to close the gap and proceed from your operational programmes managing authority?to a full and positive completion of our local actionplan. It is our belief that all creative activities should be EP Most of the times, through our appointed staff .encouraged and supported as they represent a dynamic in the Town Hall, we have managed basically all theand precious reserve for any social development. activities deriving from our strategy and local agenda. Unfortunately, with one exception, no other national or regional levels offered support. The exception wasMR. We all are living troubled times, how is affecting the support we have received from the regional levelcurrent economic crisis to a small Romanian town like – i.e. from the Prahova County Council – but other thanMizil? this, no other mention can be made. I believe we needEP We are in deep recession, this is a fact. The . to communicate better and find time and means to geteconomical slowdown affected most of our activities this articulation effective at all levels , in order to insurein the city, bringing jobless percentage to its highest a long term development of such projects.level after 1990, drastically reducing individual andalso city revenues, and generating a critical standstill My very best to all URBACT Creative Clusters staffdue to lack of new investment in our area. To this and partners, I thank you for the opportunity of thispoint 2010 has been a disaster, we hope that 2011 can interview and we look forward to continue our workmake a difference and signal a path to recovery. We together and achieve the project targets. creative clusters in low density urban areas |

WORKING AT LOCAL LEVELAttracting and retainingcreative talentin medium-sized townsTHE STRATEGY IN BARNSLEY, UKAttracting and retaining creativetalent in Barnsley is set againsta backdrop of a deprived post-mining economy, with a small butemerging creative sector. Locatedinside the triangle Manchester-Sheffield-Leeds, in NorthernEngland, regeneration investmentin Barnsley has provided keyvenues for culture and creativeindustries locally but these havestruggled to attract occupants andaudiences and there is a clear needfor more focused activity, buildingon from a current mapping exerciseand strengthening this emergenteconomic sector by understandingits needs and the challenges itfaces.Sector development is alreadyhappening, and over the last fewyears a stronger connectivity events such as networking, and Barcamp Barnsley present the townacross the sector has been helped encouraging sector led ‘guerilla’ in a positive and proactive way.by social media. This ‘conversation’ activity across all venues and To summarise, we are aiming tohas enabled individuals in the places as well as programmed attract creatives with the animationsector to connect naturally, and activity. of our spaces, and our opennessthe public sector to ‘tune in’ to The networking programme to ideas, and retain them with awhat is going on, and contribute gives access to speakers, ideas strong, supportive infrastructurewhere appropriate. Key to this has and spaces that wouldn’t usually and a sense of ownership. Thebeen creating environments for be freely available and brings sector is encouraged to havediscourse and allowing free use interested parties from outside of its own voice, be confident andof this - both cost and restriction the area to experience firsthand connected, get on everyone’sfree! The sector has been able a positive event and atmosphere. radar and be a friend to many. Itto stimulate its own informal skill The events also encourage a isn’t about just throwing moneysharing and networking via these sense of ownership of the sector at the sector – providing anplatforms. and its physical assets, which in ecosystem to encourage creativityThere is a need to animate the turn builds confidence, pride and is fundamental.sector if it is to grow stronger and word of mouth promotion. Highkeep talent local. This includes profile events developed locally but TRACEY JOHNSON Sector Specialist Creativeanimating the places and spaces for a local, regional and national and Digital Industriesthat we have built with cultural audience are also important – Barnsley Development Agencyand sector development focused Northern Futures, Small World and traceyjohnson@barnsley.gov.uk8 | the creative brief compendium 2009|2011

LIFE OF THE NETWORK Visions from the Children “We could participate in a conference, where not only the project partners but a wider public from all over the country and Europe took part in. We heard lots of interesting presentations about what kind of developments were going on in their regions and how they imagine creative towns”. “We had the chance to look around in Kortrijk. We admired the amazing gothic churches, cathedrals and the building of the Town Hall, not to mention the Broel Tower, which were pieces of the medieval town wall. In the town, the old buildings were mixed with modern ones in a very fantastic way. We really enjoyed the green areas, plants and parks”. “We visited a secondary school, where we experienced a lot, and saw lots of interesting and useful things. We had the chance to know a well-equipped workshop, where students made and design different kind of objects either individually or in groups. It was amazing to see the processes, during which they realized their imaginations from design steps till the realization processes, not to mention that we could see several creative objects and materials. They made-for example lamps, jewerly from wood and paper”. “It was surprising how important is the young generation creativity in this country, because young were involved in the creativity/brainstorming processes in order to solve problems and create new ideas. We think it could have been a good practice in our region too”. Liza, László and Péter creative clusters in low density urban areas | 9

LIFE OF THE NETWORKGetting Visions fromChildren and YoungsterTHE CREATIVE SCHOOL CONTEST IN ´HÓDMEZÓVÁSÁRHELY, HUNGARYUnder the URBACT Creative very mixed: 36 pieces of paintings floors and rooms, named after theClusters project, the Municipality or drawings, 6 mock-ups, 1 statue late museum director.of Hódmezó´vásárhely launched and 2 PPT presentations. The arts were appraised by a 6the “Creative School Contest” at The students expressed not only member jury, which consisted ofthe end of November 2009. The their creativity and fantasy, but ceramists, artists, the museummain topic of it was how young also their wishes through their director, painter and teachers. Thechildren imagine the city in 15 work. More children imagined opinion of the jury was that youngyears. The leadership of the town fountains and baths with huge generation had lots of amazing,regards the young generation’s slides in the city centre, but creative, new ideas and in theiropinion and imagination really shopping centre, cinema, zoo decision the most importantimportant and significant, because and skateboard ground also aspect was what kind of new technologies and methods were used in order to prepare the arts. The winners were the students of Gábor Klauzál Primary School. Their work was the most complex and it was the closest to the reality and the ideas were absolutely feasible. They have made a presentation about the present situation and at the same time it contained their plans for the future, which are mainly connected to sport activities, just like go-kart, canoe ground, skateboard ring and fountains. The winners of the contest,the town is built for them, so their appeared. Lots of children’ ideas three children at the age of 13,ideas are crucial and are the base were impressed by the present won a 4 days Study Visit inof local development. panel programme (renovation Kortrijk, Belgium, together withThe contest was announced in of big block of flats), so they the URBACT Creative Clustersevery primary and secondary made drawings/paintings which partnership.schools in the town between represented colourful buildings I have a positive note for thethe age of 11 and 18. Students with different patterns. contest: seven months after thecould handle their work either There were several children initiative, the municipality hasindividually or in groups. The who besides the amusement, already realized two ideas fromcontest deadline was 12 March, regarded energy-reformation as the winner teams’ imagination.2010, so children had 4 months to a really important fact, so they One of them is the skateboardthink about their future town. would like to see wind power- ring, while the other is theIt was a positive shock for us that stations in Vásárhely in the future. fountains. I think that youngmore than 44 pieces of arts have Among the wide-choice, there generation dream the future.arrived from 9 town’s schools. was only one ceramic-work, a Anikó VargaThe composition of the arts was multi-functioning tower with more vargaa@hodmezovasarhely.hu80 | the creative brief compendium 2009|2011

CAPITALIZING EVENTSURBACT CREATIVE CLUSTERS NETWORKIN THE CONFERENCE“Fostering Creativitywithin Cities” in Kortrijk (BE)Some partners of the URBACT Creative Clusters The Municipality of Jyväskylä (Finland), onenetwork attended the conference “Fostering of Creative Clusters partners, presented aCreativity within Cities” in 21st October 2010 in the communication on the project “Culture WellnessCity of Kortrijk (Belgium). Centre”, one of the anchor initiatives of its LocalThe event was organised in the scope of the Action Plan.INTERREG IVB North Sea project “Creative City Simultaneously the partners visited several creativeChallenge” and the Eurotowns network. The places in Kortrijk (BE) and participated in theorganisers intended to bring together experts, “European Innovation Festival”.companies and cities and to inspire and challengecities and regions with creative ambitions. www.creative-city-challenge.net/kortrijk creative clusters in low density urban areas | 81

CAPITALIZING EVENTSURBACT CREATIVE CLUSTERS NETWORKREPRESENTED IN THE CONFERENCE“World-Class Clusters,Renewing EuropeanIndustry” in Brussels (BE)URBACT Creative Clusters was national and regional public of clusters and proposes that therepresented in the European authorities, key academic experts “focus of cluster programmesCluster Conference 2010 - as well as cluster managers needs to be shifted from capacity“World-Class Clusters, Renewing and entrepreneurs from all over building and compensation forEuropean Industry”, in Brussels, Europe. poor performance towards aSeptember 29-30 - October 1, A main topic of this Conference clear orientation on excellence,2010, organised by the European was the presentation and further focusing on clusters with theCommission, DG Enterprise and discussion of the final report ability and the willingness toIndustry. It was the principal event of the European Cluster Policy upgrade in the face of globalof the year on clusters and cluster Group (ECPG) that had been competition and ensuring thepolicy in the EU framework. established last year by the EC. consistent provision of publicMore than 450 participants This report calls for an improved knowledge infrastructure toparticipated at the Conference coordination between the support them.”representing policy makers from different EU initiatives in support www.proinno-europe.eu/clusterconference2010/82 | the creative brief compendium 2009|2011

RELATED NEWSSMARTER CITIES The donation will be primarily deliver recommendations on the in the form of talent – the time selected issue.CHALLENGE - IBM and expertise of top performing Cities around the world areLaunched in 2010, the Smarter IBMers from different functions invited to apply for the SmarterCities Challenge is a 3-year IBM and locations, who will work Cities Challenge.Corporate Citizenship initiativeto enable up to 100 cities around closely with city leaders to https://smartercitieschallenge.org/index.htmlthe world to become smarterby enhancing their capacity tocollect, analyze and act uponinformation across multiple core 4TH CALL FOR PROPOSAILSsystems; to apply data-driven - INTERREG IVCsystem of systems analysis to The fourth call for INTERREG IVC project proposals will open on 1the key problems facing cities; December 2010 and will close on 1 April 2011. The full terms of referenceto create an environment where for the call will therefore be published on its website on 1 December.global cities can learn from oneanother; and to foster cross- The overall objective of the INTERREG IVC Programme is to improve thesector partnerships that address effectiveness of regional policies and instruments. A project builds on thecritical challenges, enabling cities exchange of experiences among partners who are ideally responsible foraround the world to become the development of their local and regional policies.more vibrant and livable places All the programme’s sub-themes are still open to receive applications:for their citizens. innovation and the knowledge economy, environment and riskEach city participating in prevention.the Challenge will receive Around EUR 100 million remains available for this call.a donation of IBM servicesand/or technology valued at A full programme of regional, national and European events will be published,$250,000-$400,000 USD to along with dates for individualaddress a specific problem or applicant consultations, duringopportunity selected by the city the call period. Interested partiesin collaboration with IBM. IBM can already take note that the 4thshall, in its sole discretion, select EU Forum will take place on 3-4the cities to receive the Smarter February in Budapest, Hungary.Cities grants. http://i4c.eu/accueil_en.html creative clusters in low density urban areas | 83

the creative brief 08 March 20118 | the creative brief compendium 2009|2011

the creative brief 08 March 2011Jyväskyla: Designing Human SolutionsIn the recent increase for demand of technology we often forget themain reason why we invest and develop new technological solutions.The social dimension, the problem-solving dimension, takes a backseat when facing the enthusiasm of the recent creations. The “gadgetlifestyle” could improve the economy, but doesn’t solve any of themajor challenges of humanity. Why? Maybe because it’s not ananswer to any real need of humanity. It’s simply more of the manythings we already have.Cities are made of people. We all know that, even though so manyspecialists are still selling this fact as solution for cities facing thefuture. The dimension of our territories, more closure to the measureof mankind, makes this speech obvious and a little redundant. Ratherthan creating more technology, our goal is to find new purposes,new objectives, real answers and then, use the necessary tools andintegrate them with other dimensions of public policies.The case of Jyväskyla is an example in this mater. Searching,thinking and creating innovative and public policies that involve allthe local actors and balance the economy, culture, education, socialsupport, is the overall purpose of this city to create a wellbeing community. That’s why the HumanTechnology upgrading to a HumanSolutions city, where technology isjust a part of the solution.Miguel Silvestre – lead partner[creativeobidos@cm-obidos.pt] creative clusters in low density urban areas | 85

VISIONS FROM THE MAYORS MIGUEL RIVAS Mayor Andersson, within the URBACT framework, Jyväskylä is drafting its Local Action Plan around the concept of culture and wellness. What does this mean in concrete terms? MARKKU ANDERSSON Human technology – the English slogan pretty much says it all. Soft, human- centred branches, including culture in its various forms, not forgetting nature, as well as hard technology - these will generate the added value by which the city’s appeal can be measured. We want Jyväskylä to be a city which attracts people seeking a happy, fulfilling life for themselves and their families. The City of Jyväskylä’s strategy aims at annual population growth of 1-1.5% and 1-2% growth in jobs. Of course, all cities want to grow, but what does that entail? Well, that many successfully handled matters impact in the same direction – and that produces a positive spiral, an innovative eco-system, in which chance occurrences naturally also play a role. MARKKU ANDERSSON, MAYOR OF JYVÄSKYLA [FIN] M.R. The wellness sector, EduCluster [in education], Forest Leadership and powerful new visions are key starting points to face new Industry Future… How easy has paths in local development for small and middle-sized towns across it been to shape new productive Europe. This section contains a number of short interviews by Miguel realities and re-invent mature Rivas [the URBACT lead expert for creative clusters] to the Mayors of the industries? city-partners. M.A. Wellness refers to a mood or Branded as the Human Technology City, Jyväskylä [130,000 inhabitants] is state of mind in which a person’s located in Central Finland, 270 km north of Helsinki. The city is famous for basic needs, health and satisfaction, its many buildings designed by Alvar Aalto and as the home of the annual meet each other. The services Jyväskylä Festival. Within the URBACT framework, Jyväskylä presents a offered by the municipality, social benchmark in innovative learning systems, new cluster readings for urban welfare and health services as well economies, and innovative facilities and venues for creative industries as cultural provision, are closely and activities. Jyväskylä is regarded as a good place to live, work and bound up with that. Are we able to raise a family (www.jyvaskyla.fi/lang). create an appealing city in which as many people as possible can Mayor Markku Andersson is a member of the Board of the Council achieve this all-embracing state of European Municipalities and Regions. He is also a member of the of wellness? The matter can Council of the United Cities and Local Governments. Mr. Andersson is undoubtedly be approached at the the representative of the City of Jyväskylä as a member of the Board of level of the individual and of the the Union of the Baltic Cities. He is doctor of Education by the University community. of Jyväskylä. As regards Educluster, Jyväskylä has8 | the creative brief compendium 2009|2011

an appeal that stems from a sense the demands of a shifting labour The environmental perspective,of community. The positive light in market as successfully as possible. sustainable development and awhich education is held increases We hope and believe that in bold vision of a growing city werethe chances of experiencing future Jyväskylä will retain all the of crucial importance when wemental well-being. It’s worthwhile educational institutions it currently thrashed out the merger agreementinvesting even more in education has – even if the education they involving three municipalities aand expertise – in so doing we are provide is markedly different from couple of years ago. Where will thecreating the future. One challenge that of today. people of the area live in the future?associated with this of course is We set a 10 km radius, withinpredicting future educational needs. which growth would be focused. In addition we developed three otherForest Industry Future on the other M.R. With the Lutakko area you are directions for expansion: eastwardshand is a much smaller affair than experimenting in designing a new (Vaajakoski), northwards (Palokkathe two previously mentioned: urban space - one that is located and Tikkakoski), and southwardsit’s only one slice of Human virtually in the heart of the city. What (Korpilahti). Jyväskylä is a relativelyTechnology’s hard side referred are the key drivers in the planning compact city, around which we haveto at the start of this interview. of Lutakko? What city model do you an extensive area of countrysideForest industry is unlikely to be an have in mind for Jyväskylä? which provides us with our lungs.expanding branch in the future, but M.A. Town planning in Jyväskylä Within the area of this urban city, 10one in which we plan to remain is fairly traditional: there have been km in radius, live approximately 90%at the leading edge. Nor is forest good and less good periods. The of our inhabitants.industry the sole pillar on whichJyväskylä’s future depends. It is a town planning of today is strong,branch that is currently experiencing and excellent examples of this arehuge change, one that will probably the City of Light, the pedestrianized M.R. Finally, summer festivals arebecome widely fragmented around city centre and many events held a tradition in Finland. How wouldthe world. there. These will certainly be the you like to position the city on object of considerable investment in the Finnish festival map? Are you future, too. Our particular pride and pursuing a particular goal?M.R. Jyväskylä is home to two joy is Lutakko, a former factory site, M.A. Jyväskylä Festival is theuniversities [the University of which is now a modern residential oldest urban cultural event inJyväskylä and JAMK University of area. It is a demonstration of what the Nordic countries – alreadyApplied Sciences] and a number can be achieved if a city refuses well over 50 years old. Over theof innovative cross-disciplinary to lie down when threatened by years the festival’s structure andresearch institutes. What is the role an unwelcome structural change. content have in fact changed manyof local government in promoting Some 1,100 people lost their jobs times. The key issue for the citysuch an educational ecosystem? in Lutakko – but now, 20 years later, is that the Jyväskylä Festival faresWhat is the next challenge in this it’s an attractive residential area. well in future, too. In spite of itsfield? Structural change has to be seen as considerable significance Jyväskylä an opportunity via which society canM.A. Without a doubt, looked at Festival is just one event, however, develop. Every period enjoys its ownover several decades, we are faced in a chain of many. A particular opportunity. Today it is the Kangaswith the challenge of an aging festival on its own does not mean area of the city, previously the sitepopulation and other age cohorts a great deal, but when a city has of a paper mill. It’s still completelygetting smaller. As the younger a wide range of cultural offerings, virgin territory - and destined to beage cohorts fall in size the number then we see the creation of the soft, the next Lutakko. A new twenty-of places in education will have to human value which boosts appeal. five year process in Jyväskylä isbe reduced. Now it’s vital to get For example, I am just as much about to begin. These processesour priorities right and this we are a fan of the youthful, tough-luck constitute the factors behind thefocusing on. At the moment the music encountered in Lutakko’s city’s appeal. Our job is to gear upcity is working closely together with rock club as of the concerts given for what’s to come, and not to dwellthe various educational institutions by our symphony orchestra. The unnecessarily on the past.and we hope this will continue. Our area’s strong cultural tradition iscooperation is aimed at predicting I’d like to say a few words too the perfect growth medium forfuture educational needs to meet about the town planning model. Jyväskylä Festival, too. creative clusters in low density urban areas | 8

CREATIVE SHOWROOMSharing innovative ideas and approaches is one of the objectives of the URBACT CreativeClusters network. This session contains concrete projects from our partners that have beenidentified as good practices, benchmarks or simply local ways of doing things in a framework ofa creativity-based local economic development strategy.New cultural direction, Barnsley (UK)“New Cultural Direction” isa brand new approach toprogramming cultural activity tomaximise participation, economicbenefit and strengthen the culturalfamily in Barnsley.Since September 2008 Barnsleyhas been implementing a newthree season approach to culturalprogramming that brings togetherexhibitions, specialist markets,large scale events, communityparticipation & education andfestivals under one promotionalbanner, ‘Barnsley Live’. Theapproach has proved verysuccessful and is now in itssecond full year of delivery.The programme is designed toengage both local audiences both economic and social benefits increasing adult participation inand visitors to Barnsley seeking and is delivered in partnership the arts by 3% over two years incultural experience and in doing with local businesses, cultural 2009. During 2009 footfall in Mallso increase dwell time in the sector and voluntary and third shopping centre was up by 0.1%town centre, encourage repeat sector organisations. whilst equivalent centres acrossvisits and visitor spend and raise the country were down.levels of aspiration amongst It has a fully supporting website,communities. It is the key vehicle BarnsleyLive.co.uk which is being The global achievements with thisfor animating the town centre built upon and developed through approach will be the subject andthrough the economic downturn work with the tourism forum focus of the forthcoming thematicand has given a framework to and local support group for the workshop in March 2011.engage better with key cultural Creative clusters project. FURTHER INFORMATION:partners in the borough. The programme has already Helen Ball, Barnsley MBCThe initiative is designed to have achieved its forecast target of E-mail: helenball@barnsley.gov.uk Guide on Creativity and Innovation, Óbidos (Portugal) Within the “Creative Óbidos” strategy, the Municipality published a “Guide on Creativity and Innovation”, a directory of companies and associations working in the cultural and creative sector in the town in different areas: architecture, design, advertising, information and communication technologies, new media, events organisation and environment. FURTHER INFORMATION: Miguel Silvestre, Municipality of Óbidos E-mail: creativeobidos@cm-obidos.pt88 | the creative brief compendium 2009|2011

ÓBIDOS PRESENTS ÓDESIGN PROJECTContemporarydesigned objectsmade with traditionaltechniques The project was first presented on January 28, in the town’s Art Gallery, during the celebrations of the Óbidos Municipal Holiday. One of the main areas of ÓDesign is focused on T- shirts. These garments are embellished with specific design messages and with patterned pins, as to remind the past tradition of love scarves. On these scarves, young girls used to embroider love messages and offer them to their sweethearts, making vows of eternal love. On the pins, delicate motifs are applied for the perfect alliance. This project seeks to stimulate that dimension by introducing the creativity of local designers, who reinvent its language and support structure. T-Shirts can expose love messages by using «SMS» language, or symbols related to local traditions, but the difference lies on the fact that it is the older generation that embroiders this new concept. Another area of this project is centered on ornamental elegant objects, more specifically, on Queen’s jewelry pieces. Óbidos was the “Town of Queens”. Legends and other passed down stories enable us to imagine these exquisite royal objects. Through the direct observation of the lace knitting construction, performed traditionally by the female community, it came across the designer’s mind that the various shapes of a jewelry piece could easily be reproduced by using this technique, which also allows to hold adorning items, for example pearls or shiny stones, when added. We refer that the «Better Age» Program started fiveÓDesign is the new project of the Municipality of years ago with the sole purpose of developing a groupÓbidos. It aims to create contemporary designed of social responses by implementing measures andobjects, though made with traditional techniques. The services to improve the quality of life of the seniorsproducts are made by the senior population enrolled and pensioners of the Municipality of Obidos in orderin the municipal program «Melhor Idade» (Better Age). to enhance their personal and social well-being. creative clusters in low density urban areas | 89

CAPITALIZING EVENTSURBACT Creative Clusters inCREA.RE – Creative Regions WorkshopMiguel Rivas, the URBACT Creative Clusters Lead and regional urban centres are often still lackingExpert, was invited to present a communication to make full use of their creative potential. The EUunder the theme “From Creative Industries to the regional policy offers financial tools for the creativeCreative Place: Key Findings from URBACT Creative development of the European regions and cities.Clusters” in the CREA.RE – Creative Regions CREA.RE combines regions having faced problemsWorkshop. The event will take place in Cordoba when starting to integrate the creative sector(Spain) in March, 15. into the EU regional programmes with severalThe CREA.RE project, supported by the INTERREG very advanced partners who agree to share theirIV Programme, was motivated to better involve experience. The partnership, led by the Culturalthe creative sectors in the development of the Department - Office of the State Government ofEuropean regions and cities. Most of the European Upper Austria (AT) comprises 12 local and regionalcapitals dispose of support programmes for their public authorities from 10 different EU countries.cultural and creative industries. But rural regions www.crea-re.eu/URBACT Creative Clusters in From Creative1st Research Seminar Industries to theof the Regional Studies Creative Place:Association Research Refreshing the LocalNetwork on Creative DevelopmentRegions in Europe Agenda in Small and Medium-This seminar will take place inBarcelona (Spain) in May, 5-6. - theoretical background, on-going experiences and sized TownsTwo research themes will be results - of the Creativediscussed. One key theme will Clusters project. Moreover, An article by Creative Clustersbe exploring the relationship INTELI, a Creative Clusters Lead Expert that draws attentionbetween creative workers and project partner, will present to the potential role of creativecreative cities. Another key a paper on the strategy and industries in building the newtheme of the workshop will be experiences of six Portuguese post-crisis economic landscape,the development of creative small communities in the area and how this is promoting aeconomies in different of creativity. re-view of local developmentgeographical contexts in strategies in most innovative It will be a good opportunity cities. The best summary to theEurope, with special focus on to confront face-to-face our URBACT Creative Clusters project.Southern Europe. vision as practitioners inMiguel Rivas, the URBACT creative-based economicCreative Clusters Lead development with the http://urbact.eu/en/header-main/news-andevents/view-one/urbact-news/?entryId=5035Expert, will contribute with academia.a comprehensive review www.creative-regions.eu/90 | the creative brief compendium 2009|2011

FORTHCOMING EVENTS4th THEMATIC WORKSHOP:The Creative Ecosystem: Eventsand Cultural Agenda as CatalystsBarnsley (UK), March 17-18, 2011Cultural events and agendas cannot only help to build the localcreative ecosystem but alsoto establish a real connectionbetween cultural policy andeconomic development policy atcity level. Beyond the “put-on-the-map” effect, singular culturalevents must be used to establishcredibility, by engaging thelocal creative fabric as much aspossible in post-event activities.Savonlinna (Finland), Óbidos(Portugal) or Viareggio (Italy)are associated with distinctivesummertime opera festivalsspread through word-of-mouth.There are a number of examplesof small and medium townslinked to unique experiencesand creative events. Tandemssuch as Sundance-independentcinema, Sitges-fantastic cinema,Glastonbury-rock music, Avignon-theatre, Montreaux-music festival,Basel-modern art, are verypopular.The fourth and last thematicworkshop of the URBACT networkon Creative Clusters will bedevoted to discussing eventsand cultural agenda as catalystsin promoting creative-basedstrategies in local development.A series of key contributions fromdifferent contexts, organizedin three working sessions, willserve as a stimulus to discuss and shadows in public cultural The URBACT workshop is open toissues settled at the crossroad marketplaces; cultural drivers for a wide range of active participantsbetween cultural and economic place branding; cultural policies who wish to feed the debatedevelopment policies, namely: and urban planning; new cultural – cultural managers and culturalwhat kind of cultural policy for facilities as spaces for hybridisation planners, creative professionalscultural entrepreneurs?; how to and experimentation; re-thinking the and entrepreneurs, economicpromote a risk-friendly creative big event: new aims, new formats, the development practitioners,economy at local level?; lights post-event, and so on. experts and scholars. creative clusters in low density urban areas | 91

RELATED NEWSCREATIVE ECONOMY THEORECTICALREPORT 2010 - UNCTAD INSIGHTSAfter the publication of theCreative Economy Report in the ability to create and circulate intellectual capital, has the Small cities and2008, UNCTAD launched the2010 edition last December. The potential to generate income, jobs and export earnings while the geographicaldocument presents an updatedperspective of the United Nations at the same time contributing to social inclusion, cultural diversity bias of creativeon the Creative Economy. and human development. The industries research report addresses the challengeIt provides empirical evidence thatthe creative industries are among of assessing the creative and policythe most dynamic emerging economy with a view to informed policy-making by outlining the “Most research in urban studies issectors in world trade. It also profoundly concerned with globalshows that the interface among conceptual, institutional and policy frameworks in which this cities, capital cities and metropolitancreativity, culture, economics areas, which leads to a structuraland technology, as expressed in economy can flourish. marginalization of smaller cities”. www.unctad.org/templates/WebFlyer.asp?intItemID=5763&lang=1 “A simple search in the ISI Web of Knowledge confirms this impression. Thus, of the 291 articlesNon-metropolitan creative economies in Portugal: that have been published on the creative industries since 1992, 94UNDERSTANDING THE ROLE OF are either theoretical contributions or discuss empirical data withoutSTRATEGIC CULTURAL INITIATIVES IN explicit geographical reference. Approximately 85 do not discussREVITALIZING LOCAL COMMUNITIES cities in particular, but countries in general. Of the remaining articles,Under the coordination of the University of Coimbra (CES – Centro de 19 analyzed London, seven focusedEstudos Sociais), a partnership integrated by INTELI, the University of on Los Angeles/Hollywood, andMinho, the University of Algarve and other institutions has submitted a six on New York City. Manchester,research proposal to FCT – Science and Technology Foundation oriented Paris, and the city-state of Singaporeto the analysis of non-metropolitan creative economies in Portugal. are each discussed by six articles. (…) the search at least gives a firstIn fact, internationally, many small and medium-sized communities impression of the geography ofhave been looking to foster cultural activities and creative industries knowledge production and highlightsas catalysts to economic transition and community attractiveness. the metropolitan bias in research onResearch literature on the creative economy tends to focus on large the creative industries”.cities and overlook smaller communities, although emerging researchinterest in cultural and creative industry development in these smaller “An exception is the research onplaces can be observed in Canada, Australia, and Europe. In Portugal, Australia, which not only focusesthere has been a recent proliferation of ‘creative economy’ initiatives in on Adelaide, Brisbane, Sydney, andsmall and medium-sized communities in recent years – with an array of Melbourne but also on smaller citiespublic investments and policies to support these initiatives – but both such as Darwin, Hobart, Tamworth,the organizations and the policy/program frameworks remain largely and Wollongong. To an extent, thisunexamined. Overall, research on the creative economy in Portugal also applies to the UK (despite the obvious dominance of London),is geographically focused on the metropolitan regions and generally with research also published oncharacterized as a normative diagnosis with little attention to actions Birmingham, Bristol, Edinburgh,and impacts on the ground. Glasgow, Hastings, Newcastle,This project intends to examine and evaluate the impacts of current Sheffield, Swansea, and York”.initiatives to develop cultural/creative economies in smaller communities Bas van Heur (2010)in Portugal within a ‘cultural ecosystem’ context. Six small communities Journal of Policy Research in Tourism,will be the target of this research work, one of them being the Leisure and Events, 2: 2, 189-192Municipality of Óbidos, the Lead Partner of Creative Clusters network.92 | the creative brief compendium 2009|2011

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the creative brief 09 May 2011IT’S MORE FUN IN A GROUP!Guess what? It’s true! We learned and felt anotherpowerful experience in Barnsley during our lastthematic workshop. At the same time that ournetwork is reaching the end, we feel that ourteam building is improving its abilities to shareand learn. This edition of the creative brief plantedsome of the new seeds that our network has beenharvesting in the last couple of years. Óbidos andReggio Emilia are working together by putting inpractice a common project of developing creativityas an educational resource that could improveintellectual and entrepreneurial skills. Beneath thesurface we are all discussing other possibilitiesof working together. Education, creativity andinnovation, new social solutions of communityinclusion and technology resources are some ofthe areas that are in our virtual daily round table.This is one of the signs of our good health orwellbeing. The final conference in Óbidos, June9th, will be an important step to reach conclusionsof the work undertaken, but also to establish aplatform of common objectives and new solutionsfor our challenges. Once again we reinforce ourinvitation for all you to come to Óbidos and activateyour brain cells under this stimulating theme:“Creative Footprint – The Next Big Step Will Be aLot of Small Steps”. Miguel Silvestre – lead partner [creativeobidos@cm-obidos.pt] creative clusters in low density urban areas | 95

VISIONS FROM THE MAYORS JOSÉ RUI at sustainable economic and social development”. FELIZARDO, The main aims of INTELI are the generation of innovative ideas and creative solutions to governance PRESIDENT OF INTELI [PT] problems, the development of strategic information systems on industries and territories, and the INTELI is an Innovation Centre located in Lisbon, production of recommendations to support political and Portugal. Culture and creativity, sustainability and social decision-making processes. We act as a bridge urban regeneration, and social innovation are the between government, science and society. main intervention areas of INTELI. Within URBACT One of our strategic activities is linked to territorial framework, INTELI is a non-city partner acting as a innovation where we develop projects in the areas think tank to creative development models. of culture and creativity. This interest of INTELI in www.inteli.pt the creative sector derives from its importance for economic and social development, urban regeneration and citizenship and community involvement in arts, economy and society.MIGUEL RIVAS: Within URBACT Creative Clusters weused to define INTELI (the only non-city partner in the MR: You are rather well informed about the mostnetwork) as a think tank. Is it correct? Why the interest outstanding projects promoting creative hubs in bigof INTELI in creative industries? European cities from Dublin to Helsinki, from BarcelonaJOSÉ RUI FELIZARDO: Yes, we define INTELI as a to Vienna. Do you see any advantage when trying thesethink tank or a policy research institution. Our mission is creative-based strategies from small and medium-sized“contributing to a creative and innovative society, aimed towns?9 | the creative brief compendium 2009|2011

JRF: In fact, we have been developing a knowledge cannot be identified merely with sectoral policies suchsystem with case studies of creative hubs around as agricultural or territorial cohesion policies. Thesethe world. This activity started in 2004 within an small and medium-sized towns must also be the targetINTERREG III C project called ‘Intelligent Cities’ of R&D, innovation, culture, and environmental policieswhere our team had the opportunity to visit several in order to induce the development of creative andcreative spaces and to interview regional and sustainable communities where people can live, work,local stakeholders on site, such as 22@bcn in learn and play.Barcelona (Spain), Arabianranta (Finland), The Digital Due to the importance of territorial cooperation,Hub (Dublin), One-North (Singapore), Multimedia we have also proposed the creation of a EuropeanKnowledge Corridor (Malaysia). This data base has Creative and Sustainable Small Communities Networkbeen enhanced through our participation in other with the aim of sharing experiences and best practices,European and local initiatives and our involvement in developing joint projects and promoting the mobility ofEuropean and national networks related to culture, creative people between cities and regions. This couldcreativity and innovation. be a good approach to perpetuate the activity of theThis policy research and intelligence activity is part URBACT Creative Clusters’ network.of our daily work, and it is very important for thedevelopment of joint projects with cities and regionsat the national level. MR: Due to your nature as a non-city partner, your Local Action Plan on creative industries has been re-However, our objective is not to promote policy named as a Technical Action Plan. Could you pleasetransfer and emulation of creative development give us a brief description on its content?models for small and medium-sized cities in Portugaland Europe. The serial replication of this phenomenon JRF: Our URBACT Creative Clusters network has acan be avoided if creative strategies are strongly based specific characteristic: we are developing activitieson historic precedents, in the symbolic value of place at local and network level, but we would also like toand space and cultural heritage. contribute to the wider discussion on creativity-based policies and strategies at European level.MR: INTELI has been in charge of the URBACT As a result, INTELI is producing a Technical ActionCreative Clusters´ contribution to the Green Paper of Plan called “Creative-based Strategies for Small andcreative industries delivered this year by DG Education Medium-sized Cities” which intends to give voice toand Culture. What has been the perspective of these territories in the European Union. It will includeURBACT Creative Clusters in such reaction? some theoretical insights on the importance of creativity and innovation for the development of smallJRF: The main message behind our contribution was and medium-cities (particularly the ones integratedthat creativity can act as a driving force for economic in intermediate regions) and a series of case studiesdevelopment not only of large cities but also of small of successful creative small communities in Europe,and medium-sized towns and even rural areas. Australia, Canada and USA. Finally, we will proposeIn fact, small communities have an important role to some recommendations and policy measures inplay in the European territorial structure, contributing areas such as: supporting infrastructures (incubators,to the development of a polycentric and balanced experimentation spaces, etc.), financing of creativesystem and the strengthening of the partnership companies, cluster and regional development,between urban and rural areas. These territorial education and skills.areas are no longer synonymous with agricultureand decline. They can be competitive through thevalorization of endogenous assets, the exploitation MR: INTELI and also URBACT Creative Clusters areof unused resources and the in-migration of creative members of the so-called “European Interest Group onpeople who look for quality of life and quality of place. Creativity and Innovation”. What can we expect fromTheir entrepreneurial spirit can be directed towards this group?the creation of new companies or civic associations JRF: The EICI – European Interest Group on Creativityin areas such as arts, music, design, software, and Innovation aims to develop itself as the leadingetc., enhancing the development of small creative European network to promote and defend regionalecosystems. and local interests in European creative industries andThus, European creative-based policies and financing innovation policy. It intends to actively influence EUinstruments should be adapted to the reality of small strategies and funding on behalf of its members andand medium-sized territorial areas, and not a “one thereby contributes to more creativity, competitiveness,size fits all” approach. Public policies and instruments social cohesion, sustainability and innovation inoriented to the development of these communities European regions and cities. creative clusters in low density urban areas | 9

VISIONS FROM THE MAYORSThe activities of the group are mainly associated INTELI’Sto policy advocacy; EU project development; andcommunication, networks and collaboration. ACTIVITIESThe initiative became an official network in May 2010and INTELI is a founding member of the association.In our opinion it can be more than just anothernetwork. EICI can become the European Think Tank RESEARCH & ANALYSISon Creativity and Innovation. Entails research and knowledge developmentOur specific interest is to intensify our intervention at in terms of policies and the management ofthe European level and to enhance the international territorial innovation.visibility of our projects and partners. It is also anopportunity to exchange ideas, to develop joint POLICY ADVOCACYprojects with the other members and to promote our Design of innovative ideas and creative solutionspolicy intelligence and advocacy activities. for the agenda of territorial development policies, on a local, regional and European level.MR: This is not the only transnational project on STRATEGIC PLANNINGcreative industries for INTELI. In your view, what is The definition of territorial developmentthe distinctive feature of URBACT II as framework? strategies, through diagnosis, benchmarking andJRF: INTELI is involved in some transnational planning.activities on creativity and innovation, such as theINTERREG IV C projects CITIES – “Creative Industries EVALUATION OF POLICIES AND PROGRAMSin Traditional Intercultural Spaces” and CeRamICa Involves the monitoring and evaluating of– “Ceramics and Crafts Industries’ Increased policies, programs and territorial developmentCooperation”. strategies.The distinctive feature of URBACT II is its TERRITORIAL STRATEGIC INFORMATIONmethodological framework. The development of Generating systems of territorial strategicLocal Action Plans with the involvement of local information as the basis for the creation ofstakeholders (the so-called Local Support Groups) indicators to support decision-making.and the Managing Authorities of OperationalProgrammes by each city partner is a very challenging ESTABLISHMENT AND PROMOTION OFprocess. NETWORKSThe participation of INTELI in these networks is very Entails the creation and management of networksimportant not only for knowledge development and of cooperation between public and privateexchange of best practices but also to integrate stakeholders, political decision-makers and thethese experiences in regional and local projects in civil society, in the area of territorial innovation.Portugal. http://www.facebook.com/group.php?gid=18416714395598 | the creative brief compendium 2009|2011

LIFE OF THE NETWORKÓbidos and Reggio EmiliaSince 2008, Óbidos and Reggio Reggio Emilia and it is foreseen The teachers, educational expertsEmilia integrate the Creative school work, workshops and and artists (or atelieristas) will beClusters in Low Density Urban Seminars. working with different groups ofAreas network, of the European The project was designed to children based on Reggio EmiliaURBACT II Programme, which offer teachers from Reggio Emilia pedagogy with the support ofallowed the establishement of a and Óbidos the opportunity to Reggio Children that will providepartnership based on the European articulate and effectively use information and professionalProgramme – Comenius Regio, their understanding of a child’s development on the pedagogicalwith the following partners: creative skills development; experience of Reggio EmiliaMunicipality of Óbidos, Pre- understand current issues in pedagogy and make avaliable theschool of Arelho, Histórias com pedagogy; articulate their practice participation of all educationalBicho, Municipality of Reggio with children and show deep actors of this partnership in atelierEmilia, Province of Reggio Emilia, confidence and empathy with urbani (this is the new conceptPreschools and Infant-toddler children and their families in the of atelier that Reggio Children isCenters - Istituzione of the work environment. working this year).Municipality of Reggio Emilia andReggio Children- InternationalCenter for the Defense and CITY CASE STUDY: BARNSLEY -Promotion of the Rights and RE-MAKING THE NORTHERN ENGLANDPotential of All Children. Thispartnership that will be working for MIDSIZED TOWNtwo years will allow the mobility A report produced by the URBACT Lead Expert, Miguel Rivasof teachers, educational experts http://urbact.eu/en/projects/innovation-creativity/creative-clusters/news/?newsid=543and artists, between Óbidos and CAPITALIZING EVENTSBrazil Creative Foundation Festival in the medieval walls. Moreover, the Brazilian team visited INTELI, also a partner of the network, invisits Portugal order to be aware of its projects linked to creativity and innovation and to jointly identify further collaborationBrazil Creative Foundation (Aracaju, Brazil) visited opportunities. www.fbcriativo.org.brPortugal last March, 21-25. The objective of the delega-tion was to collect information on the creative projects,institutions, spaces and cities at a national level.One of the creative cities visited was Óbidos, the Lead Mayor of Óbidos in LasPartner of URBACT Creative Clusters’ network. In thetown, the delegation had the opportunity to visit the Palmas (SP)creative industries incubator ABC, the technology park, The mayor of Óbidos (Portugal), Telmo Faria, wasone of the new municipal schools, and the Chocolate invited to participate in the “Creative and Cultural Industries Forum”, in Las Palmas, Gran Canaria (Spain), a candidate city to the European Capital of Culture in OTHER CAPITALIZATION ACTIVITIES 2016, having presented ideas concerning development Contacts with the city of Modena, Italy (partner of CIT- strategies of creative industries. The event took place IES project, INTERREG IVC) transferring key lessons from March 16 to 19. from URBACT Creative Clusters. December 2010. The idea of this forum was to learn with the experience Contacts with the city of Terni (Italy) transferring key of similar projects, and the Creative Clusters in Low lessons from URBACT Creative Clusters: video-con- Density Urban Areas is one of them. ference with a group of stakeholders of the project Last year, Telmo Faria was also invited to speak in the “Cittá Giardino” (cultural quarter). November 2010. European Forum of Cultural Industries, in Barcelona, organized by the Spanish Presidency of the European Union. creative clusters in low density urban areas | 99

CAPITALIZING EVENTSDeputy Mayor of Óbidos in Azores2-3 April 2011, Azores (Portugal)The Azorean Cultural Institute organized a seminar on This event had the sponsorship of the Regionalthe theme of Creative Strategies for Revitalizing Cities, Direction of Culture and Youth, as well as the supportin Ribeira Grande and Praia da Vitória. of the Municipal Councils of Ribeira Grande and PraiaThis event welcomed seven conferences, which da Vitória, Teatro Ribeiragrandense and the Youth andcounted with speakers who narrated their personal Arts Academy of the Terceira Island.experiences related to the development of projects of Dedicated to managing directors of public and privatecultural nature and that have, in one way or another, organisms, as well as for the general public, thisrevolutionized the areas where they are located. Miguel seminar aimed to prove that with the creation ofSilvestre, a lead partner of the Creative Clusters in Low cultural dynamics, it is possible to strengthen areas inDensity Areas was one of the present guest speakers. our territory in areas transversal to its reality. RELATED NEWSCall For Proposals: European Alliances for Mobile andMobility Industries and Creative IndustriesThis call for proposals aims at a more strategic Europe or elsewhere, innovative mobility conceptssupport to service innovations, with the objective are urgently needed to better address societalto unlock its transformative potential at sectoral challenges.and market level and to contribute to strengthening Action 2the innovativeness of the economy as part of the European Creative Industries Alliance:implementation of the Europe 2020 Strategy. This action aims at strengthening the role of creativeThe call for proposals has two actions: industries as a catalyst of innovation and structural Action 1 change by promoting the more effective use of European Mobile and Mobility Industries Alliance: all different forms of knowledge and creativity for This action aims at strengthening the role of innovation throughout the economy and to support innovative services in mobile and mobility the emergence of new industries that combine industries to re-invigorate the competitiveness knowledge and creativity with modern technologies, of the EU. Whereas mobile services can build in particular ICT. upon key enabling technologies developed in http://ec.europa.eu/enterprise/newsroom/cf/itemlongdetail.cfm?item_id=4989Interclustering Labs – Combining Strengths to Build aCreative Industries InterclusterInterCluster Europa is the world-scale growth markets: with a common strategy and jointEuropean Platform for Cluster bio-products, sustainable management.Cooperation. It is a non-profit construction, eco-transport, Several Interclustering Labs onbody whose full membership is renewable energies, e-health, how to set up an InterClusterrestricted to clusters. cultural industries, sustainable based on value chains in the newIn this context, an InterCluster engineering, NBIC, industrial “integrating markets” have beenis an association of clusters textile and sustainable cities. A launched. One of them is in thewithin a specific interregional or common characteristic of these market of Creative Industriestransnational area and engaged growth markets is to overlap a which encompasses a broadin processes aimed at common number of different fields and range of areas: ICT, media,strategic development. The thereby offer great potential for communication, new materials,objective is to promote synergies cooperation between clusters. education, cinema, seriousaround high-value-added products The goal is to set up a European games, architecture, design, etc.and services, and thereby InterCluster for each of these The first workshop was held in 2-3contribute to the emergence of ten markets, i.e. a transnational February 2011 with the objectiveEuropean industrial projects. consortium made up of three or of designing a roadmap for theEuropa InterCluster has drawn four clusters complementing one implementation of the Creativeup a preliminary list of ten another in the value chain and Industries InterCluster. www.intercluster.eu/index.php?option=com_content&view=article&id=84&Itemid=64&lang=en100 | the creative brief compendium 2009|2011

FORTHCOMING EVENTSURBACT Creative ClustersFinal ConferenceCREATIVE FOOTPRINT: THE NEXT BIG STEP WILL BE A LOT OF SMALL STEPSÓBIDOS (Portugal), 9th June, 2011 Panels KICKSTARTER Keynote Speaker: CREATIVITY IN SMALL AND MEDIUM SIZED CITIES Level #1: The Idea UPGRADING SIMPLICITY: From ideas to solutions Level #2 Doing HUMAN SOLUTIONS: You are the answer Level #3 Atmosphere A CREATIVE CLOUD: For a community storm Level #4 Space CREATIVE SPACES: Living Hard| Working Creatively Level #5 Zoom ACTION PLANS TO CITIES OF ACTION Level #6 Commitment GOVERNING THE LOCAL CREATIVE ECOSYSTEM. AND NOW? BEING CREATIVE IS ENOUGH? http://www.facebook.com/event.php?eid=122826281128183&ref=mf creative clusters in low density urban areas | 101

TECHNICAL FILELEAD PARTNERGeneral coordination:TELMO FARIAExecutive coordination:MIGUEL SILVESTRE, creativeobidos@cm-obidos.ptNewsletter editors:CATARINA SELADA, catarina.s@inteli.ptDAVID VIEIRA, gcomunicacao@cm-obidos.ptGraphic design:SUSANA SANTOS, design@cm-obidos.ptURBACT LEAD EXPERT ON CREATIVE CLUSTERSMIGUEL RIVAS, mrivas@grupotaso.com200 CopiesPrinting by: VRI - Várzea da Rainha ImpressoresLegal Deposit: 329213/11ISBN: 978-972-9132-20-9

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The Creative Brief Compendium 2009 - 11

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The Creative Brief Compendium 2009 - 11 — Document Transcript