10-10-2013 1

AREA DEVELOPMENT

IN TIMES OF CRISIStour d’horizon

Utrecht School of the Arts HKU

Rene KOOYMAN

HKU

Augsburg

October 2013

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)

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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

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CCIS: THE ENTREPRENEURIAL DIMENSION

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CURE-WEB.EU

Creatives: SMEs

Three criteria:

Staff headcount

Annual turnover

or:

Balance sheet turnover

????

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CCI: SIZE ENTERPRISE

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

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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

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SPATIAL COMPONENTS: METROPOLIS AND DECAY

� From

Industry to

Services

and

Knowledge

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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

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URBANISATION: THE VALUES OF CITY-LIFE

• Cultural and Economical Capital

• Cultural Class

• Identity and Branding

• Demographics

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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

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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. Cultural Value Chain: networked alliances

c. Flow of diversity: continuous new impulses

d. Cultural Business Modeling

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CREATIVE

ZONE

INDICATORS

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BRUGGE: CULTURAL HERITAGE

Empty shopping street not viable

Now: • pop-up shop• courses • vernacular

design

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COLCHESTER BORROUGH

COUNCIL UK

� Hidden Kiosk

� This One Wall

� First site

http://www.flickr.com//photos/creativecoop/sets/72157627604513355/show/

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Kettwig Essen

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LILLE METROPOLE: IMAGINARIUM

• Trans-national• Concentration on ‘the

Image’• Municipal, regional,

national and EU support

• Job creation

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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

10-10-2013 21

Lille Plein Image

CURE-WEB.EU

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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

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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

10-10-2013 24

Urban Renewal:Crisis?What crisis?

10-10-2013 25

THAT’S

THE WAY

IT’S

DONE!

http://cure-web.eu

rkooyman@rkooyman.com