This document discusses strategies for urban renewal and area development using creative industries in times of economic crisis. It outlines how creative and cultural industries can drive economic growth and innovation. Small creative businesses and entrepreneurs are important for cultural networks and branding. Case studies show how cities are establishing creative zones to catalyze urban renewal by integrating cultural, social, economic and entrepreneurial development. These zones provide learning environments and cultural business models to stimulate continuous new ideas and alliances through convergence of art, technology and science.

1. CREATIVE URBAN RENEWAL:
AREA DEVELOPMENT
IN TIMES OF CRISIS
tour d’horizon
Rene KOOYMAN
Augsburg
Bavaria
October 2013
Utrecht University of the Arts HKU
20-10-2013
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2. EUROPE IN TIMES OF CRISIS
Significant developments:
Urbanisation
From Industry to Services / Knowledge Society
Absence of growth
‘Old School’ no longer applies: innovation
Small and Medium Enterprises (SMEs) of strategic
value
The economical force of the Cultural and Creative
Industries (CCIs)
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3. CCIS AS KEY STRATEGIC FACTOR
CCIs drivers of economical growth (UNCTAD)
Drivers of innovation: driving innovative
processes into realisation
CCIs at the core of cultural and industrial
networks
CCIs spill-over: Corporate Esthetics, Identity
and Branding, support functions
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4. CCIS: THE ENTREPRENEURIAL DIMENSION
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5. Creatives: SMEs
Three criteria:
Staff headcount
Annual turnover
or:
Balance sheet
turnover
????
CURE-WEB.EU
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6. CCI: SIZE ENTERPRISE
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7. ENTREPRENEURIAL BEHAVIOUR:
THE CREATION OF ECONOMIC, SOCIAL AND
CULTURAL VALUE
cultural fabric of the Creative Industry thrives on
numerous small initiatives
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

8. BUSINESS CATEGORIES
• Artisan – 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 manufacturer
• Partnership with Investor – Designer in partnership
with a formal investor
NESTA 2008
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9. SPATIAL COMPONENTS: METROPOLIS AND DECAY
From
Industry to
Services
and
Knowledge
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10. THE URBAN DIMENSION
Territorial approach: zoning
Diversified cultural environments (Jacobs)
Social integration/identification (‘belonging’) and
distinction (Bourdieu/Florida)
Integrated approach:
Physical: bricks and mortar
Social: class, culture, demographics
Infrastructure: networking
Conceptualisation /re-evaluation
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11. URBANISATION: THE VALUES OF CITY-LIFE
• Cultural and Economical Capital
• Cultural Class
• Identity and Branding
• Demographics
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12. The CURE Partners
Colchester Borough Council
cre8te, Edinburgh
Grundstücksgesellsch Kettwig
Stadt Hagen (Lead Partner)
Stad Brugge
Stadt Dinslaken
Lille Métropole
Utrecht University of the Arts
CURE-WEB.EU
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13. CREATIVE ZONE INNOVATOR
Creative Zone Innovator: integrated approach to
urban, economic, cultural, social and
entrepreneurial development
ABC: Area , Building, Creative entrepreneur
Four Dimensions:
a. Learning Lab: learning environment
b. Cultural Value Chain: networked alliances
Flow of diversity: continuous new impulses
d. Cultural Business Modeling
c.
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14. CREATIVE
ZONE
INDICATORS
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15. BRUGGE: CULTURAL HERITAGE
Empty shopping
street not viable
Now:
• pop-up shop
• courses
• vernacular
design
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16. COLCHESTER BORROUGH
COUNCIL UK
Hidden Kiosk
This One Wall
First site
http://www.flickr.com//photos/creativecoop/sets/721
57627604513355/show/
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17. 20-10-2013
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18. LILLE METROPOLE: IMAGINARIUM
• Trans-national
• Concentration on ‘the
Image’
• Municipal, regional,
national and EU
support
• Job creation
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19. Plaine Images, the principle of convergence :
l’Imaginarium,
techl’Imaginarium, the meeting point between art, techcompanies & science
L
’Imaginarium (8 000 m² of working spaces) :
Companies
+
Artists
+
Training structures
+
Research facilities (Plaine Images Recherche)
+
Local community
=
INNOVATION & ECONOMIC VALUE
CURE-WEB.EU
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20. Lille Plein Image
CURE-WEB.EU
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21. HAGEN DE
Textile factory:
1822 – 1996
Financial base
Than culture
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22. Kettwig Essen
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23. BEYOND THE CRISIS: BUILDING TRUST !
Radically re-interpret the area
Define identity and profile
Create a sustainable corporate story
Five criteria:
Relevant
Realistic
Open dialogue (responsive)
Sustainable
Trustworthy
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24. HOW IS IT DONE ?
Spread the word; Corporate Communication
Build support networks
Take time; trust small initiatives
Create a financial base
More Dash than Cash
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25. Urban
Renewal:
Crisis?
What crisis?
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26. THAT’S
THE WAY
IT’S
DONE!
http://cure-web.eu
rkooyman@rkooyman.com
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