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!

1. AREA DEVELOPMENTAREA DEVELOPMENT
IN TIMES OF CRISIS
t d’h itour d’horizon
CURE
Knowledge
Event
Rene KOOYMAN
HKUHKU
June 2013
12‐6‐2013 1Utrecht School of the Arts HKU

2. EUROPE IN TIMES OF CRISIS
Significant developments:Significant developments:
 Urbanisation
F 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 strategic
value
 The economical force of the Cultural and Creative  The economical force of the Cultural and Creative
Industries (CCIs)
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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 functions
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4. CCIS: THE ENTREPRENEURIAL DIMENSION
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5. CCI: SIZE ENTERPRISE
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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 manufacturer
h h hi• Partnership with Investor – Designer in partnership
with a formal investor
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 NESTA 2008

8. SPATIAL COMPONENTS: METROPOLIS AND DECAY
 From
Industry to
Services
and
Knowledge
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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‐evaluation
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10. Major Stakeholders in UrbanMajor Stakeholders in Urban
Development
Municipality
Community
Media
Businesses
Community
Stakeholders
Immigrant
services
Chamber of
Commerce
Community
Activist/
Volunteers
Resident
Immigrant
Cultural
Organizations
Youth
clubs/groups
10

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’
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12. URBANISATION: THE VALUES OF CITY‐LIFE
• Cultural and Economical Capital
• Cultural Class
• Identity and BrandingIdentity and Branding
• Demographics
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13. EU CURE PROJECT
C 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 g
testing the innovative transnational
model ‘Creative Zone Innovator’ to plan p
and 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.
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the 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 environment
b. Cultural Value Chain: networked alliances
c. Flow of diversity: continuous new impulses
d. Cultural Business Modeling
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15. CREATIVE
ZONE
INDICATORS
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16. I DIMENSION LEARNING LAB
Expand 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 institutions
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17. II DIMENSION CULTURAL VALUE CHAIN
SUB VALUE Enhancing the infrastructureSUB VALUE Enhancing the infrastructure
 Getting the stakeholders involved and
committedcommitted
SUB VALUE: Sustainable entrepreneurial
development; positioning and profiling
 Increase the Number of cultural events
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18. III DIMENSION FLOW OF DIVERSITY
SUB VALUE Combining commercial and not for
profit entrepreneurs
 Number of collaborative working contacts and g
projects
SUB 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 representation
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19. IV DIMENSION CULTURAL BUSINESS MODELLING
SUB‐VALUE Combine urban planning and creative
entrepreneurial developmententrepreneurial development
 Integrated development; combine the 3 p's:
people places and pounds (€)people, places and pounds (€)
 Achieve a return on investment on the real
d lestate development
Accelerate 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 buildings
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entrepreneurs; (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 networks
k Take time
 Create a financial base
 More Dash than Cash
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21. THAT’S
THE WAY
IT’SIT S
DONE!
http://cure‐web.euhttp://cure web.eu
rkooyman@rkooyman.com
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