Culture and creativity in APULIA - Francesco Palumbo


Published on

Presentazione di Francesco Palumbo, direttore dell'Area Politiche per la Promozione del Territorio, dei Saperi e dei Talenti della Regione Puglia, al Festival dell'Innovazione 2013 nell'ambito di "CROSSOVER CREATIVITY LAB", The HUB, c/o Fiera del Levante - 24 maggio 2013

Published in: Technology, Education
  • Be the first to comment

  • Be the first to like this

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

Culture and creativity in APULIA - Francesco Palumbo

  1. 1. “Culture and creativity in APULIA:a new model for economic growth andjob creation based on territory specificcomparative advantages”Area Politiche Promozione del Territorio dei Saperi e dei Talenti(Unit for the promotion of territory, knowledge and abilities)European Creative Cluster LabManaging Networked Creativity to boost European CompetitivenessBari 22-24 maggio 2013Luoghi di incontroFestival dell’innovazione, Fiera del LevanteEuropean Creative Cluster LabManaging Networked Creativity to boost European CompetitivenessBari 22-24 maggio 2013Luoghi di incontroFestival dell’innovazione, Fiera del Levante
  2. 2. Apulia Region comprises 19,345 Km2with a population of about 4.1million;The regions share of Italys GDPis 4.6%. Per capita GDP is about68.1% of the EU averageApulia is divided into six provinces
  3. 3. Strong reduction of public investments on culture and creativity in the last decadeand lack of a clear National Government strategy in the field. Apulia region hasbeen forced to find alternative strategies to foster the creativity chain.Apulia supporting system of creativity can be considered a frontrunner in the creativeEurope frameworkMain goals of these strategies are the following:• fostering European and local values;• promoting local development on territory-specific comparative advantages;• Improving innovation and industrial changes based on culture and creativityBackground
  4. 4. A regional space of creativity:a long term strategySince 2005, Apulia regional policy has been clearly focused on thecreation of a regional space of creativity. This implied:-the implementation and networking of physical spaces forcreativity;-the development of creative entrepreneurship and SMEs;-the support of creative value chain, such as live entertainment,cinema and visual arts;-the promotion of agglomeration economies and regional clustersfor creativity.
  5. 5. Thanks to the financial support of structural funds and the partnership withlocal communities, Apulia region has recently launched the “Environmentaland Cultural Systems”. They promote attractiveness, cultural demand andtourism; drive innovations and investments in new technologies; supportcreative entrepreneurship. The final goal is to transform cultural heritage ina network of physical spaces of creativity.Creation of new networks of physical spaces aimed at promoting innovationand entrepreneurship in the field of culture and creativity. See theinitiatives TEATRI ABITATI (INHABITED THEATRES): to assign themanagement of small local theatres to small companies and artistic groups(€ 6 mln; 12 theatres; 185 operators involved);“LABORATORI URBANI” (Urban Laboratories) (159 old buildings have beenrevamped to be used as “new public spaces” for young people; € 54 mln ofpublic funds; 168 cities involved;Towards a regional space of creativityphysical spaces for creativity
  6. 6. Development of “creative”entrepreneurship and SMEs (currentlyrepresenting 99% of total production and occupation in the field) in theirinvestment in creativity. See the initiative called “Princìpi Attivi” (ActivePrinciples): aimed at co-financing (€ 25.000 of public contribution) newmicro enterprises to put in place investment projects in the field (€ 10.5 mlnof public funds; 421 financed projects); INTRAMOENIA EXTRA ART –CASTELLI DI PUGLIA: contemporary art hosted in Apulian castles and oldbuildings to promote synergies between exploitation andprotection/conservation of cultural heritage; CONTEMPORARY CIRCUIT:Cooperation between local communities and private operators in planningcontemporary visual arts exhibitions throughout the regional territory;INTERNATIONALISATION OF ENTERTAINMENT INDUSTRY: supporting actionsfor internationalisation of the entertainment industry.Towards a regional space of creativity – 2creative entrepreneurship and SMEs
  7. 7. PUGLIA SOUNDS: Supporting actions of the regional musical value chainand its promotion overseas (500 events; 47 summer festivals; 70concerts; 600.000 spectators; 53 recording productions; 11 countries,etc).APULIA FILM COMMISSION: Creation of a regional foundation aimed atsupporting the audio-visual production in Puglia and developing thepotential of tourism related to the audio-visual sector; CINEPORTI:Creation of two public poles dedicated to cinema companies, in Bari andLecce; CIRCUITO D’AUTORE: Supporting strategy of cult moviesthroughout the regional territory.PUGLIA EVENTS: A single gateway to all the cultural and touristic eventshosted by Apulia RegionTowards a regional space of creativity – 3Support of live entertainment, cinema, audio-visualsand visual arts value chain:
  8. 8. Develop agglomeration economies and regional clusters aimed atpromoting a critical mass of investments in new technologies,talents and abilities. The aim is to contrast the penetration of bigplayers as well as the adoption of external values inconsistent withEuropean and national identities. See the recent launch of “CreativeApulia”(2011) a network of enterprises aimed at supporting thecreativity chain; the implementation of business and financialinvestments in the field; common strategies across companies ininterrelated fields of activities.European Creative Industrial Alliance (ECIA) and European CreativeCluster Lab (ECCL)Towards a regional space of creativity – 4Develop agglomeration economies and regional clusters
  10. 10. Growth in the demand for cultural and creative products: all creative andcultural industries recorded increased audiences and consumers, abovenational averages.Specifically, for what concerns cinema and live entertainments, in theperiod 2008-2010 Apulia registered:• more events (+ 44%, from 94.215 to 136.345)• more spectators (+26% from 7,9 mln to 10 mln)• more tickets (+ 43%, from 943.000 to 1.350.000)Expansion of touristic flows (3,1 million of tourists; +43% from abroad since2005);Spread out of cultural and creative network: over 200 new public areasmanaged by private enterprisesRise of enterprises working in the cultural and creativity industryAchieved Results
  11. 11. Achieved Results -2
  12. 12. Promote a better identification of creative activities and a clear distinction withcultural and innovation ones. This distinction is key for policymaking:• It targets supporting activities (culture is the territory-specific sourceof creativity while innovation is the outcome);• it enhances collective perception on the key activities towards asustainable, smart and inclusive growth.Enhance the potential of the creative sector in all the regional strategic plans:the creative sector as key driver of economic development, of social andeconomic innovation;Monitoring and analysing the actual needs and training issues affecting the CCI’slabour market: identification of needs, training and re-qualification ofemployees, recruiting specialised personnel, development of enterpreneurial andmanagement-related skills (business management, products selling, fund raising,communication, etc.);What next?
  13. 13. 1. Which policies can be combined to strengthen the role of theterritories as incubators of Culture and Creative Industry insupport of territorial attractiveness? (Culture, Heritage,Sustainable Tourism, Innovation…)2. Which actions are necessary to support creative SMEs andencourage cross-sectoral cooperation? (Clustering, internationalnetworks, mobility within the European territory, support to thedigital agenda, financial support to creative SMEs etc.)3. What are the benefits and difficulties of developing and adoptinga single integrated tourism and cultural industries strategyrather than separate strategies?Open Questions
  14. 14. Area Politiche Promozione del Territorio dei Saperi edei Talenti(Unit for the promotion of territory, knowledge andabilities)Via P. Gobetti 26 -70125 BariTel 00 39 80 540 5615 – 51 /Fax 00 39 80 540 5667e-mail:;Apulia RegionBrussels OfficeRue du Trône 62 - B -1050 BRUXELLESTel. 00 32.2.501.08.75 - Fax : 0032.2.501.08.77ufficio.bruxelles@regione.puglia.itFor further information and contacts…..
  15. 15. TEATRO PUBBLICO PUGLIESE (TPP)represents a UNIQUE NETWORK for dispatching and promoting THEATRE, MUSIC ANDDANCE, made up of more than 56 PARTNERS located in the region, linking institutionstalents and professionals from these sectors.TPP in figures in 2009:- 182 performances- 208.979 tickets sold
  16. 16. PUGLIA SOUNDSis completely dedicated to develop the potentials of the MUSIC SYSTEM in the economy ofthe region (the project has been co financed with ERDF, Axis IV)This is the first example in Italy of a complex project aiming to create significantconnections between MUSIC PRODUCTION AND DISTRIBUTION, facilitating in this waythe development of SMEs in this sector, generating important results in terms of jobgrowth creating new opportunities for the artists.
  17. 17. URBAN LABORATORIESis the first national example financed by regional resources aiming at RESTORING theunused and abandoned buildings (schools, historic residences, markets and militarystations) at disposal of public young people.71 PROJECTS OF URBAN LABORATORIES have been financed since 2008165 MUNICIPALITIES have been involved in PugliaEUR 50 milion as total investmentEach urban laboratory has different features and use: art, entertainment, services forjobs, training and development of young enterprises.The final aim is to link all these structures at regional level in accordance with theculture strategic policy including also infrastructural actions at disposal of creativity.
  18. 18. APULIA FILM COMMISSION FOUNDATION (AFC)- operates in the AUDIOVISUAL SYSTEM offering free services to production companies thatchoose Puglia as set;- manages different projects financed with EU, national and regional funds;- attracts tourism flows, cinematographic marketing, production and conservation of theaudiovisual heritage.These activities strongly contribute to enhance the attractiveness of APULIAN TOURISMDESTINATIONS thanks also to the resources allocated as support to HOSPITALITY.Some FIGURES to have an idea:
  19. 19. APULIA FILM FUND (AFF)is the most important tool of the AFC contributing to develop an INDUSTRIAL SECTOR inPuglia, attracting investments and coordinating all the audiovisual, cinema and TVproductions.Rules for receiving the grant contribution:- to SPEND ON PUGLIA an amount of at least 150% of the total received contribution- to USE at least the 35% of local staff (born or resident in Puglia)This Fund increases the rate of job opportunities, the related CCIs and represents adriver for high skilled jobs in the Region.DIRECT IMPACTSgenerated by these activities in the territory produce economic returnsIN VIEW OF 1 EURO GIVEN IN THE FORM OF CONTRIBUTION 9 EURO, IN AVERAGE, ARESPENT WITHIN THE APULIAN TERRITORY.
  20. 20. FILMS WITH A HIGH BUDGET ARE THOSE WHO GENERATES A HIGHER DIRECT IMPACT.The chart below links the MOVIE BUDGET to the ECONOMIC RETURN AVERAGE:The expenditure composition of the movie shows:- a very consistent rate (42%) for the Apulia staff recruited (the impact in theemployment);- an important rate (22%) for hospitality costs, linked to tourism incomes.Furthermore there is an inverse relationship between the film budget and the amount ofcosts made in the regional area interested in the production.
  21. 21. Puglia CINEPORTIcomplete the audiovisual system in Puglia: TWO CINEMA-ORIENTED BUSINESS CENTRESdedicated to productions, maestros and artistslocated in Bari and in Lecce in order to guarantee the full regional coverage.These equipped centre consist ofoffices, casting studios, costume, make-up and hairdressing roomsscenery deposit and workshopa bar and restaurantparking for production vehicles.Cineporti are also OPEN SPACES for live cultural events, exhibitions, film shows,conferences, exhibition art and live music performances.Further industries are rising in Puglia as branch of the most important movie servicesenterprises as well as technical training courses will be organised.
  22. 22. BARI INTERNATIONAL FILM&TV FESTIVALIs the most important culture initiative dedicated to the audiovisual sector within thenetwork of festival organized in Puglia with ERDF.It produces important results for the local economic development in terms of publicparticipation, growth of indirect results and promotion of Apulia territories inaccordance with the regional strategy for tourism. Indeed, these events are organisedduring periods of low flow of tourists.THIS FRAMEWORK COMPLETE AND IMPROVE THE INDUSTRIAL DISTRICT IN PUGLIA.
  23. 23. USEFUL LINKSwww.regione.puglia.itwww.teatropubblicopugliese.itwww.pugliasounds.itbollentispiriti.regione.puglia.itwww.apuliafilmcommission.itTHANK YOU FOR YOUR ATTENTION