The document outlines the regional strategy and empirical initiatives of the Apulia region in Italy to promote local sustainable economic development through culture and creativity. The strategy includes 4 key components: 1) enhancing new cultural services, 2) promoting creativity and innovation, 3) attracting external demand through cultural activities and events, and 4) exploiting the local comparative advantages in cultural industries. Various initiatives are described for each component, including establishing cultural systems, urban laboratories, film festivals, and investing in music, film, and other cultural industries.

1. CREATIVE APULIA
Facts figures and preliminary results
ISRAEL
December 2013
Francesco Palumbo
Director General
Unit for the promotion of territory, knowledge and abilities
CULTURE AND CREATIVITY
AS DRIVERS FOR LSED
Promoting
Local Sustainable
Economic Development

2. Apulia Region comprises 19,345 Km2
with a population of about 4.1 million.
The region's share of Italy’s GDP
is 4.6%. Per capita GDP is about 68.1%
of the EU average.
APULIA REGION
outline:
The Regional Strategy
Empirical Initiatives
Results

3. THE REGIONAL STRATEGY
Promoting
Local Sustainable
Economic Development

4. THE BACKGROUND
Strong reduction of public investments on culture and creativity in the last
decade and lack of a clear National Government strategy in the field.
Apulia region has been forced to find alternative strategies to foster the creativity
chain.
Main 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 creativity.
Since 2005, Apulia regional policy has been clearly focused on the creation of a
regional space of creativity.
Apulia supporting system of creativity can be considered a frontrunner in the
creative Europe framework.

5. the support of creative value chain, such as live entertainment, audiovisual and
visual arts, also for tourism aims
the promotion of agglomeration economies and regional clusters for creativity
the implementation and networking of physical spaces for creativity
the development of creative entrepreneurship and SMEs
Promoting a new generation of services and enterprises at the cross over of culture and
creativity to transform cultural heritage in a network of physical spaces of creativity
The Regional strategy THE REGIONAL STRATEGY

6. THE REGIONAL STRATEGY AND EMPIRICAL INITIATIVES
In accordance with the LSED conceptual framework, Apulia strategy developed some empirical
initiatives in terms of key components of the cultural based model for LSED.
APULIA STRATEGIES FOR LSED EMPIRICAL INITIATIVES
1) enhancement of new cultural services;
‐ ENVIRONMENTAL AND CULTURAL SYSTEMS (ECS)
‐ URBAN LABORATORIES
‐ INHABITED THEATRES
‐ INTRAMOENIA EXTRA ART and CONTEMPORARY CIRCUIT
2) promoting cross‐activities: creativity &
innovation (human capital/skills)
‐ ACTIVE PRINCIPLES INITIATIVE
‐ LIVING LAB and SMART CITIES (ECS)
3) The attraction of a critical mass of
external demand mainly by a strong
financial and technical support to a
number of local cultural activities and
initiatives
‐ PUGLIA EVENTS (Night of Tarantula music festival)
‐ APULIA FILM COMMISSION BIFEST – BARI INTERNATIONAL
FILM FESTIVAL and the FILM FOUND
‐ PUGLIA SOUNDS and THE MEDIMEX
4) Exploiting the local comparative
advantage by investing in the entire value
chains of live entertainment, cinema,
audio‐visuals and visual arts value chain.
‐ APULIA CREATIVITY DISTRICT
‐ PUGLIA SOUNDS and THE MEDIMEX
‐ APULIA FILM COMMISSION FILM FUND

7. THE REGIONAL STRATEGY
APULIA STRATEGIES FOR LSED EMPIRICAL INITIATIVES
1) the enhancement of new cultural
services for attracting external demand;
‐ ENVIRONMENTAL AND CULTURAL SYSTEMS (ECS)
‐ URBAN LABORATORIES
‐ INHABITED THEATRES
‐ INTRAMOENIA EXTRA ART and CONTEMPORARY CIRCUIT
2) creativity & innovation (human capital/skills) ‐ ACTIVE PRINCIPLES INITIATIVE
‐ LIVING LAB and SMART CITIES (ECS)
3) The attraction of a critical mass of external demand mainly
by a strong financial and technical support to a number of
local cultural activities and initiatives
‐ PUGLIA EVENTS (Night of Tarantula music festival)
‐ APULIA FILM COMMISSION BIFEST – BARI INTERNATIONAL
FILM FESTIVAL
‐ PUGLIA SOUNDS and THE MEDIMEX
4) Exploiting the local comparative advantage by investing in
the entire value chains of live entertainment, cinema, audio‐
visuals and visual arts value chain
‐ APULIA CREATIVITY DISTRICT
‐ PUGLIA SOUNDS and THE MEDIMEX
‐ APULIA FILM COMMISSION and THE FILM FUND

8. Analizzare esperienze concrete
INITIATIVES – 1) THE NEED OF NEW CULTURAL SERVICES
ENVIRONMENTAL
AND CULTURAL
SYSTEMS” (ECS)
What are they?
clusters of local bodies
(municipalities) for the
management of environmental,
cultural heritage and
performances.

9. WHAT YOU CAN SEE WHEN YOU ARRIVE?
‐ new integrated
cultural services
ENVIRONMENTAL
AND CULTURAL
SYSTEMS” (ECS)

10. WHEN YOU ARRIVE WHAT YOU CAN SEE?
ENVIRONMENTAL
AND CULTURAL
SYSTEMS” (ECS)
‐ networking (physical,
IC&T, functional, etc.)
‐ creative
entrepreneurship
‐ Investments in new
technologies

11. VERSO LA SMART PUGLIA
ENVIRONMENTAL
AND CULTURAL
SYSTEMS” (ECS)
touristic
information
and marketing
WHEN YOU ARRIVE WHAT YOU CAN SEE?

12. A new generation of services has been also launched by undertaking additional
actions at the cross over of culture and creativity.
They are aimed specifically at transforming cultural heritage in a network of
physical spaces of creativity:
“URBAN LABORATORIES” 159 old buildings have been revamped to be used as “new
public spaces” for young people € 54 mln of public funds 168 cities involved
EU best practice for creativity and innovation 2009
“INHABITED THEATRES” to assign the management of small local theatres to
small companies and artistic groups, 12 theatres re‐opened, € 6 mln of public
funds, 185 operators involved.
“INTRAMOENIA EXTRA ART” AND “CONTEMPORARY CIRCUIT” (forms of
cooperation between local communities and private operators in planning
contemporary visual arts exhibitions throughout the regional territory)
INITIATIVES – 1) THE NEED OF NEW CULTURAL SERVICES

13. THE REGIONAL STRATEGY
APULIA STRATEGIES FOR LSED EMPIRICAL INITIATIVES
1) the enhancement of new cultural services for attracting
external demand;
‐ ENVIRONMENTAL AND CULTURAL SYSTEMS (ECS)
‐ URBAN LABORATORIES
‐ INHABITED THEATRES
‐ INTRAMOENIA EXTRA ART and CONTEMPORARY CIRCUIT
2) creativity & innovation (human
capital/skills)
‐ ACTIVE PRINCIPLES INITIATIVE
‐ LIVING LAB and SMART CITIES (ECS)
3) The attraction of a critical mass of external demand mainly
by a strong financial and technical support to a number of
local cultural activities and initiatives
‐ PUGLIA EVENTS (Night of Tarantula music festival)
‐ APULIA FILM COMMISSION BIFEST – BARI INTERNATIONAL
FILM FESTIVAL and the FILM FOUND
‐ PUGLIA SOUNDS and THE MEDIMEX
4) Exploiting the local comparative advantage by investing in
the entire value chains of live entertainment, cinema, audio‐
visuals and visual arts value chain
‐ APULIA CREATIVITY DISTRICT
‐ PUGLIA SOUNDS and THE MEDIMEX
‐ APULIA FILM COMMISSION FILM FUND

14. INITIATIVES – 2) THE ENHANCEMENT CREATIVITY & INNOVATION
 € 10.5 mln of public funds
 421 start‐up enterprises
ACTIVE PRINCIPLES INITIATIVE
aimed at co‐financing (€ 25.000 of public contribution) new micro enterprises to
put in place investment projects in the field
SOME FIGURES in the period 2007‐2013:

15. INITIATIVES – 2) THE ENHANCEMENT CREATIVITY & INNOVATION
Apulian ICT Living Labs is a project set up to test new approaches to
innovation.
Living Labs are “open ecosystems” where the user is actively involved in
the process of research and in the experimentation of innovative
solutions, through the use of Information and Communication
Technologies.
SOME FIGURES:
More than 50 companies are presently involved in 34 Living Labs, which
are implementing projects within the following domains: environment,
security and territorial protection; cultural heritage; energy; e‐
government; social inclusion and healthy and active ageing; education
and training; creative industries; transport and mobility.

16. THE REGIONAL STRATEGY
In accordance with the LSED conceptual framework, Apulia strategy developed some empirical
initiatives in terms of key components of the cultural based model for LSED.
APULIA STRATEGIES FOR LSED EMPIRICAL INITIATIVES
1) the enhancement of new cultural services for attracting
external demand;
‐ ENVIRONMENTAL AND CULTURAL SYSTEMS (ECS)
‐ URBAN LABORATORIES
‐ INHABITED THEATRES
‐ INTRAMOENIA EXTRA ART and CONTEMPORARY CIRCUIT
2) creativity & innovation (human capital/skills)
‐ ACTIVE PRINCIPLES INITIATIVE
‐ LIVING LAB and SMART CITIES (ECS)
3) The attraction of a critical mass of external
demand mainly by a strong financial and
technical support to a number of local cultural
activities and initiatives
‐ PUGLIA EVENTS (Night of Tarantula music festival)
‐ BIFEST – BARI INTERNATIONAL FILM FESTIVAL (AFC)
‐ THE MEDIMEX (PUGLIA SOUNDS)
4) Exploiting the local comparative advantage by investing in
the entire value chains of live entertainment, cinema, audio‐
visuals and visual arts value chain
‐ APULIA CREATIVITY DISTRICT
‐ PUGLIA SOUNDS and THE MEDIMEX
‐ APULIA FILM COMMISSION FILM FUND

17. INITIATIVES – 3) THE ATTRACTION OF A CRITICAL MASS OF EXTERNAL
DEMAND
a single gateway to all the cultural and touristic events hosted by Apulia Region
www.pugliaevents.it

18. INITIATIVES ‐ 3) THE ATTRACTION OF A CRITICAL MASS OF EXTERNAL
DEMAND
BIFEST – BARI INTERNATIONAL FILM FESTIVAL
The festival is financed by the European Regional Development Fund
Some figures:
 the 2011 edition actually doubled the funding of € 1,3 mln generating an
overall income of € 2,6 mln
 400 events per edition
 50.000 spectators per edition
www.bifest.it

19. Puglia Sounds promotes also the (Mediterranean Music Expo)
the only Italian international music fair with showcases and concerts, meetings,
innovation and technology.
Some figures:
 in the last edition more than 10,000 visitors;
 250 national and international operators
 an overall economic impact of € 2,6 mln, without considering the long‐term
impacts
CASE STUDY: PUGLIA SOUNDS ‐ IMPACTS

20. THE REGIONAL STRATEGY
APULIA STRATEGIES FOR LSED EMPIRICAL INITIATIVES
1) the enhancement of new cultural services for attracting
external demand;
‐ ENVIRONMENTAL AND CULTURAL SYSTEMS (ECS)
‐ URBAN LABORATORIES
‐ INHABITED THEATRES
‐ INTRAMOENIA EXTRA ART and CONTEMPORARY CIRCUIT
2) creativity & innovation (human capital/skills)
‐ ACTIVE PRINCIPLES INITIATIVE
‐ LIVING LAB and SMART CITIES (ECS)
3) The attraction of a critical mass of external demand mainly
by a strong financial and technical support to a number of
local cultural activities and initiatives
‐ PUGLIA EVENTS (Night of Tarantula music festival)
‐ APULIA FILM COMMISSION BIFEST – BARI INTERNATIONAL
FILM FESTIVAL and the FILM FOUND
‐ PUGLIA SOUNDS and THE MEDIMEX
4) Exploiting the local comparative advantages
by investing in the entire value chains of live
entertainment, cinema, audio‐visuals and visual
arts value chain
‐ APULIA CREATIVITY DISTRICT
‐ PUGLIA SOUNDS
‐ APULIA FILM COMMISSION FILM FUND

21. Apulia Region’s regional departments
(Tourism, Culture and Economic
Development) together with the most
important cultural institutions, Teatro
Pubblico Pugliese (theatre, music and dance
sectors), Apulia Film Commission
(audiovisual sector) and the regional CCIs
are currently engaged in setting up a
creative and cultural cluster (90
enterprises) aimed at reinforcing synergies,
improving impacts, sharing experiences and
developing new models and tools for
enterprises in the cultural and creativity
sector.
The joint actions of the two regional
agencies (TPP and AFC) contributed to
the development of agglomeration
economies and regional clusters aimed
at promoting a critical mass of
investments in new technologies,
talents and abilities. The aim is to
contrast the penetration of big players
as well as the adoption of external
values inconsistent with European and
national identities
THE CCIS CLUSTER
INITIATIVE – 4) THE LOCAL COMPARATIVE ADVANTAGES

22. 4) Exploiting the local comparative advantage by investing in the entire value chains of
live entertainment, cinema, audio‐visuals and visual arts value chain, trough dedicated
project and agencies, under the coordination of a unique Regional department
(Tourism, Culture and Mediterranean Department) and policy which provide a valid
example of the existence of best practices are:
Puglia Sounds (music)
Apulia Film Commission and the Film Fund (audiovisual)
INITIATIVE – 4) THE LOCAL COMPARATIVE ADVANTAGES

23. Puglia Sounds is a project of the Teatro Pubblico Pugliese (TPP)
the Apulia regional Agency for theatre, music and dance, aimed specifically at
supporting the local musical value chain and promote it overseas.
Some figures:
 500 events
 47 summer festivals
 70 concerts
 600.000 spectators
 58 recording productions
 11 countries
 1300 operators
CASE STUDY: PUGLIA SOUNDS ‐ IMPACTS
INITIATIVE – 4) THE LOCAL COMPARATIVE ADVANTAGES

24. CASE STUDY: APULIA FILM COMMISSION ‐ IMPACTS
AFC is a regional foundation aimed at supporting the audiovisual production
in Puglia and developing the potential of tourism related to the audiovisual
sector .
It developed the following projects:
Cinehubs, two public poles dedicated to cinema companies,
in Bari and Lecce
INITIATIVE – 4) THE LOCAL COMPARATIVE ADVANTAGES

25. FREE SERVICES
Dedicated to international production companies with an executive Italian production companies or
a minority Italian co‐production companies only for feature films, TV movies and TV series.
15% rebate for below the line costs sustained in Puglia.
To obtain the contribution it is necessary to send the script and the distribution contract from the
applicants country of origin, prior to contact the AFC Foundation to organise a project presentation
meeting or an online conference call.
Each project may receive a maximum grant of €200,000 and applications will be examined by the
AFC Foundation Board of Directors within thirty (30) days of receipt of applications.
AFC FILM FUND
Only Italian executive production companies or minority Italian co‐production companies can apply.
The grant is refunded after the shooting period and prior the financial report verification
CASE STUDY: APULIA FILM COMMISSION ‐ IMPACTS
INITIATIVE – 4) THE LOCAL COMPARATIVE ADVANTAGES

26. FACTS and FIGURES
Promoting
Local Sustainable
Economic Development

27. The Creative Apulia strategy is very recent and its actual implementation is
currently in place.
After one cycles of structural funds’ programs we can however start drawing
a first balance sheet.
Here below some key figures on the culture and creativity sector
in the Apulia Region.
PRELIMINARY RESULTS

28. CASE STUDY: APULIA FILM COMMISSION ‐ IMPACTS
Some figures on 2013 impacts – Film Fund:
AFC sustained more than 50 film projects (over 170 since 2007, when the Film
Commission was founded)
local impacts above € 9 mln
In the period 2007‐ 2010 the ratio between regional/public fund allocation and direct
expenditure was 1:6.
Each euro provided through public funding has been multiplied by 6 in terms of
production companies expenditure in the local area.

29. €4,500
€48,999
€97,000
€2,000
€31,699
€14,600€15,863
€143,916
€257,858
€0
€50,000
€100,000
€150,000
€200,000
€250,000
€300,000
Videoclips Short Movies Documentaries
Funds allocated
Funds assigned
Impacts
Funds and impacts 2012

30. €86,400
€1,051,539
€60,000
€299,700
€443,500
€4,588,191
€0
€500,000
€1,000,000
€1,500,000
€2,000,000
€2,500,000
€3,000,000
€3,500,000
€4,000,000
€4,500,000
€5,000,000
TV Movies Feature Films
Funds allocated
Funds assigned
Impacts
Funds and impacts 2012

31. PRELIMINARY RESULTS

32. All creative and cultural industries recorded increased audiences and
consumers, above national averages.
In particular, with reference to cinema and live entertainments, in the period
2008 – 2012 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)
PRELIMINARY RESULTS

33. TOURISTIC RESULTS
In 2012 Apulia increased its international touristic flows from 16,7% of arrivals in 2011 to
18% in 2012 and from 16,1% of admissions in 2011 to 17,2% in 2012.
The official data of the Apulia region relative to 2012 have registered
over 3,2 million arrivals and 13,3 million overnight stays overall.
Between 2011 and 2007 Apulia registered an overall increasing of touristic flows: + 19,9%
arrivals and + 17,6% nights.
Puglia in 2012 consolidated its position on some major markets:
Germany (15.7% of arrivals);
France (+24.6%), Switzerland (+22.9%);
United Kingdom (+19.5%);
Belgium (+23.0%);
USA (+10.4%);
Russia (+8.3%).
Other imported markets are increased, that are considered to be particularly strategic
for their ability, to tourism expenditure such as Sweden (23.1% of arrivals), Finland
(+123.0%) and the Netherlands (+5.6%).

34. TOURISTIC RESULTS - ACCOMMODATION
Apulia offers more than 4.800 accommodations, 93.700 rooms and 246.300
bed‐places.
Average annual growth of the accommodations +2,5%
Hotel:
5 stars lux + 33,3%
5 stars +5,5%
4 stars +2,3%
Others:
Bed & Breakfast +3,1%
Farm house +1,5%
Camping +3,2%
Houses and apartments +8,4%
Bari
15,4%
Bat
4,8%
Brindisi
10,9%
Foggia
21,5%
Lecce
40,2%
Taranto
7,6%
% of accommodation for Province

35. Contacts
Francesco Palumbo
APULIA REGION
Unit for the promotion of territory,
knowledge and abilities
f.palumbo@regione.puglia.it
QUESTIONS ?