Presentation Augsburg Conference Urban Creative Renewal Oct 2013

1. 10-10-2013 1
AREA DEVELOPMENT
IN TIMES OF CRISIS
tour d’horizon
Utrecht School of the Arts HKU
Rene KOOYMAN
HKU
Augsburg
October 2013

2. 10-10-2013 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)

3. 10-10-2013 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

4. 10-10-2013 4
CCIS: THE ENTREPRENEURIAL DIMENSION

5. 10-10-2013 5
CURE-WEB.EU
Creatives: SMEs
Three criteria:
Staff headcount
Annual turnover
or:
Balance sheet
turnover
????

6. 10-10-2013 6
CCI: SIZE ENTERPRISE

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. 10-10-2013 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

9. 10-10-2013 9
SPATIAL COMPONENTS: METROPOLIS AND DECAY
From
Industry to
Services
and
Knowledge

10. 10-10-2013 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

11. 10-10-2013 11
URBANISATION: THE VALUES OF CITY-LIFE
• Cultural and Economical Capital
• Cultural Class
• Identity and Branding
• Demographics

12. 10-10-2013 12
The CURE Partners
CURE-WEB.EU
Colchester Borough Council
cre8te, Edinburgh
Grundstücksgesellsch Kettwig
Stadt Hagen (Lead Partner)
Stad Brugge
Stadt Dinslaken
Lille Métropole
Utrecht School of the Arts

13. 10-10-2013 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. CulturalValue Chain: networked alliances
c. Flow of diversity: continuous new impulses
d. Cultural Business Modeling

14. 10-10-2013 14
CREATIVE
ZONE
INDICATORS

15. 10-10-2013 15
BRUGGE: CULTURAL HERITAGE
Empty shopping
street not viable
Now:
• pop-up shop
• courses
• vernacular
design

16. 10-10-2013 16
COLCHESTER BORROUGH
COUNCIL UK
Hidden Kiosk
This OneWall
First site
http://www.flickr.com//photos/creativecoop/sets/721
57627604513355/show/

17. 10-10-2013 17

18. 10-10-2013 18
Kettwig Essen

19. 10-10-2013 19
LILLE METROPOLE: IMAGINARIUM
• Trans-national
• Concentration on ‘the
Image’
• Municipal, regional,
national and EU
support
• Job creation

20. 10-10-2013 20
CURE-WEB.EU
Plaine Images, the principle of convergence :
l’Imaginarium, the meeting point between art, tech-
companies & science
L’Imaginarium (8 000 m² of working spaces) :
Companies
+
Artists
+
Training structures
+
Research facilities (Plaine Images Recherche)
+
Local community
=
INNOVATION & ECONOMIC VALUE

21. 10-10-2013 21
Lille Plein Image
CURE-WEB.EU

22. 10-10-2013 22
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

23. 10-10-2013 23
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

24. 10-10-2013 24
Urban
Renewal:
Crisis?
What
crisis?

25. 10-10-2013 25
THAT’S
THE WAY
IT’S
DONE!
http://cure-web.eu
rkooyman@rkooyman.com