B-Team in Vilnius 2012: [en] How to build a creative industries strategy

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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From an « elephant landmark » to a major city project

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14French case studies : Besançon Building a new cultural district around a major cultural equipement

Exterior views


Video : 3D project


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

[email protected]

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