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Creative Urban Renewal CURE Knowledge Event. Utrecht, the Netherlands, June 2013. Urban Development in times of crises. ...

Creative Urban Renewal CURE Knowledge Event. Utrecht, the Netherlands, June 2013. Urban Development in times of crises.
Creative Zone Innovator Model.More Dash than Cash!

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  • 1. AREA DEVELOPMENTAREA DEVELOPMENTIN TIMES OF CRISISt d’h itour d’horizonCURE Knowledge EventRene KOOYMANHKUHKUJune 201312‐6‐2013 1Utrecht School of the Arts HKU
  • 2. EUROPE IN TIMES OF CRISISSignificant developments:Significant developments: UrbanisationF  I d t  t  S i  / K l d From Industry to Services / Knowledge Absence of growth ‘Old School’ no longer applies: innovation Small and Medium Enterprises (SMEs) of strategicSmall and Medium Enterprises (SMEs) of strategicvalue The economical force of the Cultural and Creative  The economical force of the Cultural and Creative Industries (CCIs)12‐6‐2013 2
  • 3. CCIS AS KEY STRATEGIC FACTORCCIS AS KEY STRATEGIC FACTOR CCIs drivers of economical growth (UNCTAD) CCIs drivers of economical growth (UNCTAD) Drivers of innovation: driving innovative processes linto realisation CCIs at the core of cultural and industrial networks CCIs and Technological change/digitisation two‐way processprocess CCIs spill‐over: Corporate Esthetics, Identity and Branding, support functions12‐6‐2013 3
  • 4. CCIS: THE ENTREPRENEURIAL DIMENSION12‐6‐2013 4
  • 5. CCI: SIZE ENTERPRISE12‐6‐2013 5
  • 6. ENTREPRENEURIAL BEHAVIOUR:THE CREATION OF ECONOMIC, SOCIAL AND CULTURAL VALUECULTURAL VALUE cultural fabric of the Creative Industry thrives on cultural fabric of the Creative Industry thrives on numerous small initiatives high share of freelancers and very small companies high share of freelancers and very small companies multiple job‐holdings; combined sources of income new type of employer is emerging; the ‘entrepreneurial individual’ no longer fits into typical patterns of full‐time professions (EU job potential)p j p
  • 7. BUSINESS CATEGORIESBUSINESS CATEGORIES• Artisan – Designer driven by aesthetic  motivation• Solo – Individual creative focussing on growth• Creative Partnership – two creative people• Designer and Business Partner – One creative and one business partner• Designer and Licensing Partner – Designer under royalty contract• Designer and Manufacturer – Designer in contractual agreement with manufacturerh h hi• Partnership with Investor – Designer in partnership with a formal investor12‐6‐2013 7 NESTA 2008
  • 8. SPATIAL COMPONENTS: METROPOLIS AND DECAY From Industry to Services and Knowledge12‐6‐2013 8
  • 9. THE URBAN DIMENSION Territorial approach: zoningTerritorial approach: zoning Diversified cultural environments (Jacobs)S i l i i id ifi i ( b l i ) d Social integration/identification (‘belonging’) and distinction (Bourdieu/Florida) Integrated approach: Physical: bricks and mortary Social: class, culture, demographics Infrastructure: networkingInfrastructure: networking Conceptualisation /re‐evaluation12‐6‐2013 9
  • 10. Major Stakeholders in UrbanMajor Stakeholders in Urban DevelopmentMunicipalityCommunityMediaBusinessesCommunityStakeholdersImmigrantservicesChamber ofCommerceCommunityActivist/VolunteersResidentImmigrantCulturalOrganizationsYouthclubs/groups10
  • 11. CITY POLICY & PLANNING PARADIGM• Developed for and by the industrial economy• Separation of working and living’• Powers are restrictive, not permissive: you can’t, Powers are restrictive, not permissive:  you can t , rather than you can• Professionalized: ‘planner knows best• Professionalized:  planner knows best• City is struggling under its own weight, unable to d t  i kl   h t   h i   l b l   i l adapt quickly enough to changing global, social economic environment• Verbal, rational/analytical, more than ‘understanding’ 12‐6‐2013 11
  • 12. URBANISATION: THE VALUES OF CITY‐LIFE• Cultural and Economical Capital• Cultural Class• Identity and BrandingIdentity and Branding• Demographics12‐6‐2013 12
  • 13. EU CURE PROJECTC i  U b  R l i  E  (CURE) Creative Urban Renewal in Europe (CURE)  Aims to facilitate triggered growth of the creative economy in decayed urban areas in medium‐sized cities in Northwest‐Europe This will be done by developing and y p gtesting the innovative transnational model ‘Creative Zone Innovator’ to plan pand to develop creative zones.  The project brings together 7 project The project brings together 7 project partners in Germany, Belgium, France, the Netherlands and the UK.12‐6‐2013 13the Netherlands and the UK.
  • 14. CREATIVE ZONE INNOVATOR Creative Zone Innovator: integrated approach to urban, economic, cultural, social and entrepreneurial development ABC: Area , Building, Creative entrepreneur, g, p Four Dimensions:Learning Lab  learning environmenta. Learning Lab: learning environmentb. Cultural Value Chain: networked alliancesc. Flow of diversity: continuous new impulsesd. Cultural Business Modeling12‐6‐2013 14
  • 15. CREATIVEZONE INDICATORS12‐6‐2013 15
  • 16. I DIMENSION LEARNING LABExpand entrepreneurial capacities; innovative creative Expand entrepreneurial capacities; innovative creative results Development of entrepreneurial capabilities of creative Development of entrepreneurial capabilities of creative professionals Create flexible working spaces and Co‐creation areas  Create flexible working spaces and Co‐creation areas Individual and networked learning Number of platforms, networks or events for learning Cooperation with knowledge institutions and/or educational institutions12‐6‐2013 16
  • 17. II DIMENSION CULTURAL VALUE CHAINSUB VALUE Enhancing the infrastructureSUB VALUE Enhancing the infrastructure Getting the stakeholders involved and committedcommittedSUB VALUE: Sustainable entrepreneurial development; positioning and profiling Increase the Number of cultural events12‐6‐2013 17
  • 18. III DIMENSION FLOW OF DIVERSITYSUB VALUE Combining commercial and not for profit entrepreneurs Number of collaborative working contacts and gprojectsSUB VALUE Stimulating new and spontaneous SUB VALUE Stimulating new and spontaneous encounters Diversity in disciplines   business categories    Diversity in disciplines,  business categories,  target groups,  cultural activities, events and practicespractices Involvement of community representation12‐6‐2013 18
  • 19. IV DIMENSION CULTURAL BUSINESS MODELLINGSUB‐VALUE Combine urban planning and creative entrepreneurial developmententrepreneurial development Integrated development; combine the 3 ps: people  places and pounds (€)people, places and pounds (€) Achieve a return on investment on the real d lestate developmentAccelerate entrepreneurial development Number and Employment figures of creative firms, especially SMEs, p y Improve the use of urban space for creative entrepreneurs; (re)use of buildings12‐6‐2013 19entrepreneurs; (re)use of buildings
  • 20. METHODS: MORE DASH THAN CASH Radically re‐interpret the areaRadically re interpret the area Define identity and profile Spread the word; Corporate Communication Build support networksk Take time Create a financial base More Dash than Cash12‐6‐2013 20
  • 21. THAT’STHE WAY IT’SIT S DONE!http://cure‐web.euhttp://cure web.eurkooyman@rkooyman.com 12‐6‐2013 21