b-team in vilnius 2012: [en] how to build a creative industries strategy
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Groupe Adit – Sofred Consultants
VILNIUS SEMINAR
How to build a creative industries strategy?
French case studies
April 26, 2012
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SU
MM
ARY Sofred Consultants
Lessons to be learnt
French case studies
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Sofred Consultants
A consulting company addressing City and Regional development issues
Transformation projects
•Business Development, France and International
•Diversifying, business intelligence
•Strategic spin-offs, offshoring, relocation
•Reorganization strategies, business development
•Restructuring, territory revitalizations
SMEs & Middle Market
• Strategic diagnostic
• Partnerships
• Mergers & Acquisitions
• Business development
• Competitive intelligence
Real estate department
Public sector strategies
•Prospective and strategy
•Innovation, industries, clusters
•Cultural and creative industries
•Territory marketing, promotion, lead generation and international development
•Organization, governance, performance and evaluation
•Green economy
2009Creation of a « Cultural and
Creative Industries
Department »
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Sofred Consultants
A consulting company addressing City and Regional development issues
Headquarters in Paris
45 consultants
2009: Creation of a « Cultural and Creative Industries Department »
Our positioning : bringing culture and economy together:
« A creative approach of business, a business approach of creation » « A creative approach of business, a business approach of creation »
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Sofred Consultants
« Cultural and Creative Activities » as a lever for the transformation of Cities, Regions and rural areas
Music as an economic devpt. tool
New support systems for entrepreneurs in the creative
field
Creative Incubators in « deprived districts »
Impact of the International Movie Festival – Annecy
French Animation Movie Cluster
Cultural QuarterCreative industries
Cluster Digital industries cluster
French Ministry of CultureNew models for the distribution of cultural goods and services
French Ministry of IndustriesEvaluation of French luxury industries
Public support systems
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Characteristics of the French creative industries
A creative country
Strong public support for culture in France
until the late 1990’s
A creative image for a creative country
(« French Touch »)
A strong concentration of CCI’s in Paris
( 48% of the French ICC’s, 6% of the Paris
workforce)
French pionneers : Nantes (Nantes Creative
Island projetc), Lille (Capital of Culture)
A concentration of CCI’s in big cities (Lyon,
Toulouse, Bordeaux, Marseille, etc.)
A growing awareness in mid-size and small-
size cities NO SINGLE MODEL TO GO CREATIVE
Concentration of cultural and creative industries in France
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A French paradox ...
An historical and ideological separation between business and arts
Culture is a sanctuary…
…but times are changing
Culture is going global
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Why go creative?
7 reasons to go creative
Importance of soft power in modern economies
Smart cities = economy + people + governance + environment + business & life
Culture and creation as a multiple lever
A growing business in Europe
A powerfull tool for the transformation of Cities
Added value for the Citizens and Communities
A vector of values and true identity
9Creative economy: A powerfull driver to regenerate european Cities and Regions
Different eggs in our City’s baskets
Green economy
Social economy
Creativeeconomy
Digital economy
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French case studies : NantesA 20 year programm to build a creative City
The Creative Island- « Quartier de la Création » Project
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French case studies : NantesA 20 year programm to build a creative City
The Creative Island- « Quartier de la Création » Project
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French case studies : NantesA 20 year programm to build a creative City
The Creative Island- « Quartier de la Création » Project
From an « elephant landmark » to a major city project
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French case studies : NantesA 20 year programm to build a creative City
The Creative Island- « Quartier de la Création » Project
14French case studies : Besançon Building a new cultural district around a major cultural equipement
Exterior views
15French case studies : Besançon Building a new cultural district around a major cultural equipement
Video : 3D project
16French case studies : Besançon Building a new cultural district around a major cultural equipement
A key project and a booster for City Development
Cité des arts and the cultural district
What is at stake ? What is at stake ?
• Cultural development Cultural development • Economic developpementEconomic developpement• Touristic developmentTouristic development
• Innovation (architecture, sustainable Innovation (architecture, sustainable development...)development...)
• A new image for the City of Besançon A new image for the City of Besançon
A unique opportunity to address the A unique opportunity to address the issues of the cultural and creative issues of the cultural and creative
industries, gather a creative community industries, gather a creative community and build up a creative classand build up a creative class
An opportunity to develop a cultural and creative cluster in the long term
A « Key project » management process needeed
17French case studies : Valence How to build a creative cluster (animation movie) around an international talent (Folimage)
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French case studies : LilleHow to follow up with Capital of Culture label ?
From the « event model » to the regeneration of a City
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French case studies : Saint-EtienneDesign as a trademark
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Key sucess factor
Strong political vision and back up
« Key Project » management process (leadership, human and financial resources, strategy)
Empowerment of the local creative class (identify key players/ attract and retain talents )
Need for symbolic « urban space » transformation or an event used as a catalyst or a symbol
Long term transversal strategy (20 years to build Nantes Island)
Mapping of your cultural and creative industries : define your own creative model
Key role of education in the future development (Arts Schools)
Key role of digital industries
Strong focus on animation to build a creative community and a creative class
Measure of multiple impacts (culture is not only expenditures)
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How to build creative clusters ?
Facilitating cooperation beetween creative actors and organized communities
Creative Community Creative Community Business community Business community
Local authorities Local authorities
Tourism community Tourism community
Scientific Community Scientific Community
InnovationInnovationCreativityCreativity
BreakthroughsBreakthroughs
Fund RaisingFund Raising
MarketsMarkets
Arts in the City Arts in the City
City procurement City procurement
Living labs /City Living labs /City experiments experiments
Education Education
AttractivenessAttractiveness
Public Public
ImageImage
MobilityMobility
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Most commonly raised issues
Lack of « awareness » and of political support »
Isolation and even egos of cultural players : no sense of a « Creative Community »
Reluctance to move to « business circles » and adress markets
Need to adapt to changes of paradigms (less public money, need for fundraising... )
Segmented CCI’s markets : a need to target assets and priorities
A commonly made error: spend all the money on cultural equipment and big
institutions and forget the « soft » (clustering policies, community building...)
A major challenge : how to turn creative activities into profitable activities?
How to develop an original regional production next to « mainstream and global
creation » (emerging companies and start up versus /global players in the cultural
industries)
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How to sell a cultural and creative industries project to Politicians ?
Cultural and Creative Industries projects as key City projects
A key project for the A key project for the City City
A booster for cultural A booster for cultural development and development and
tourismtourism
A booster for the A booster for the economy, economy,
creativity and creativity and innovation innovation
A booster for A booster for urban, social and urban, social and
sustainable sustainable developmentdevelopment
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Neuilly-sur-Seine (Siège)114 av. Charles de Gaulle92522 Neuilly-sur-Seine CedexTél : 01 79 62 02 00
LyonTour Part Dieu129 rue Servient69326 Lyon Cedex 3Tél : 04 78 95 71 60
ToulouseImmeuble Central Parc – Bât B56 boulevard de l’Embouchure31200 ToulouseTél : 05 62 17 09 69
Strasbourg2 rue Brûlée67000 StrasbourgTél : 03 88 21 42 42
VichyCentre des 4 Chemins1 rue Jean Jaurès03200 VichyTél : 04 70 97 45 62
Nos bureaux
Votre contact
Coralie GRIMAND Director
Cultural and Creative Industries Department
Tour Part Dieu129, rue Servient
69326 Lyon Cedex 0304.78.95.71.66
coralie.grimand@sofred.fr
www.sofred.fr
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5 priority projects
Be’Creative :
Gathering a Creative community
Network building
In the fields of Music and
Contemporary Arts
Financing and strenghtening
International cooperations Fundraising Public Bids
A European class Watches &
Luxury Cluster»
Cultural quarter Cultural quarter
Incubating space for start ups
+ Cultural Fabric
+ Artists studios
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