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ture rmance Cul ic Perfo & Econom What strategies for sustainable employment and urban development planning? FOREWORD The objective of the Forum d’Avignon – Culture, Economy, Media – is to strengthen the ties between culture and economy by turning to networks of experts and working groups in order to recommend points for reflection at an international, European and local level. Ineum Consulting has carried out this study capitalising upon its understanding of public urban development planning policies, its consultants expertise (in the fields of culture, city marketing and media in particular) and its savoir-faire with regards strategic reflection. In 2009, the first edition of the barometer on the cultural appeal of urban areas was presented to participants of the Forum d’Avignon – Culture, Economy, Media. The success of this study resulted in Ineum Consulting (soon to become Kurt Salmon) and the Forum d’Avignon preparing a second edition of the barometer. To what extent is it possible to demonstrate the assumed connections between culture, the appeal of an urban area and its economic and social development? Under what terms would a city or rather metropolitan city be willing to put stock into culture in order to assure its own development against regional, national and global competition? What winning strategies should be deployed, depending on whether the urban area boasts a heritage, a set of skills or enjoys a pool of cultural vacancies? Against the backdrop of the third edition of the Forum d’Avignon – Culture, Economy, Media, held in 2010 at the Palais des Papes based upon the theme “New access, new uses in the digital era: culture for all?”, this study aims to build upon the trains of thought that were brought to the fore in 2009. In particular, it analyses the relationships between culture and development in terms of cultural employment and cultural education. By using data and analysis established on a scientific basis, this study also aims to fuel debate on the most beneficial employment policy that will really showcase and flaunt the best of an area’s assets and qualities. Various performance indicators were studied: culture-related professions of the future, specialist education policies and how to attract skilled workers, the location of industries and employment and, ultimately, the extent to which strategies are coordinated within a city or metropolitan area. The 2010 study includes some new urban areas within the international barometer. It plots a sample group of 47 cities and urban areas in 21 countries onto the Culture Map which was developed in 2009 (cartography of cultural appeal) in order to challenge and validate certain hypotheses and conclusions put forward last year. Furthermore, the 2010 study continues to analyse the links between culture and the appeal of urban areas by focusing in particular on employment and education. The purpose of the various trains of thought put forward in this study is to stimulate debate and do not lay claim to ‘ranking’ different cities in terms of their cultural appeal. For this exact reason, those responsible for carrying out this study invite the sample towns to offer their comments and suggestions ([email protected]). Happy reading onsulting VILLE , Ineum C -Pascal VENDE THENOZ, Jean O, Marie-Joëlle , Marco LOPINT Vincent FOSTY Acknowledgements We would like to show our appreciation to the experts who agreed to I Christian MICHEL, Vaucluse Chamber of Commerce and Industry (CCI) answer our questions, and in particular : I Caroline MIEROP, Director of the La Cambre (National School of Visual Arts), Brussels I Hortense ARCHAMBAULT, Co-director of the Avignon Festival I Christian MOUSSET, Director of the Musiques Métisses Festival, Angoulême I Françoise BENHAMOU, Specialist economist in culture and media economy I Christian OST, Director General ICHEC, Brussels, specialist in the business of the cultural heritage of historical cities I Patrick BONTINCK, Director General, BITC Bureau International Tourisme & Congrès, Brussels I Thomas PARIS, Head of research at CNRS, a specialist in the problems of urban cultural I Benjamin CADRANEL, Offices of the Minister-President for the Brussels-Capital region development I I Romeo CARABELLI, Head of the Mutual Heritage project, Casablanca Allen J. SCOTT, Professor with the political studies department of the University of California – Los Angeles (UCLA). I Benoit CEREXHE, Minister for the Economy, Employment and Scientific Research, I Brussels-Capital region Leen de SPIEGELAERE, Coordinator of the Brussels Kunstenoverlog VZW, Brussels I I Catherine DARDENNE, Head of Cultural Marketing, Bureau International Tourisme & Fabien STRACK, Head of local Office – city of Avignon Congrès (BITC), Brussels I Pascale THUMERELLE, Director of sustainable development at Vivendi I Frédéric DELCOR, Secretary General of the French Community in Belgium I Xavier TROUSSARD, Director General of culture for the European Union I Emmanuel ETHIS, President of the University of Avignon I Virginie VANDEPUTTE, Offices of Fadila Lanaan, Minister of Culture & the Audiovisual I Muriel GENTHON, Regional Director of Cultural Affairs, Greater Paris region Sector for French community in Belgium I Christina GIACCI, Deputy mayor Research/University of Florence I Olivier WILLOCX, Secretary General of Brussels Enterprises Commerce And Industry (BECI) I Barbara GIANNELLI, Florence Economic Promotion Agency I Xavier GREFFE, Professor, University of Paris I, Panthéon-Sorbonne, France I Fabienne HERENBERG, Head of international communication, SACEM I Scott HUTCHESON, Cultural economy adviser, office of the mayor Mitch Landrieu, New Orleans In addition to : I Lissa KINNAER, Coordinator for the Arts-BKO network, Brussels I the French Ministry of Economy, Industry and Employment and the French Ministry of I Alexandra LAMBERT, Head of Fashion/Design, Brussels Export Culture and Communication for their contribution to the trains of thought developed I Linda LOPPA, Director of Polimoda, school of fashion and design in Florence within the working groups; I Karel LOWETTE, Architect, President of the Flemish employers’ organisation VOKA, Co- I the Forum d’Avignon teams, and in particular Hervé DIGNE, Axel GANZ, Alexandre President of the Brussels Metropolitan Route project JOUX, Laure KALTENBACH and Alya NAZARALY; I Emmanuel MAHE, Communications department, Orange I and the Ineum Consulting team of consultants involved in drafting the study: Grégoire I Mustapha MELLOUK, Former Managing Director of the 2M chain, Former Managing de BELLABRE, Monica BOSI, Nathalie BOULET, Arnaud BRETON, Jonathan DESCHATRES, Director of Médi-1-Sat, CEO of the Association de Casablanca Carrières Centrales (ACCC) Perrine GROS, Aurélie LIENHART, Anne MAGNUS. 2 TABLE OF CONTENTS I. CULTURAL SUCCESS FACTORS IN URBAN DEVELOPMENT PLANNING AND JOB CREATION 1. The appeal of urban areas: what links are there between economic and social development and cultural and academic investment?..................................................................................................................................................... 4 2. Main conclusions of the study published in 2009 ................................................................................................................................ 5 3. Objectives and scope of the 2010 study..................................................................................................................................................... 6 II. CULTURE MAP 2010 : STRATEGIC CARTOGRAPHY OF DIFFERENT CITIES OFFICIAL REPORTS AND FINDINGS 1. The ranking of cities integrated in 2010 confirms the typology defined in 2009 ............................................................. 8 2. The importance of the choice of sectors and their development as part of the strategies deployed ............. 10 3. The strategies adopted by “historical” and “convinced” cities seems to support the idea of setting up cultural businesses in their urban areas ..................................................................................................................... 12 III. ADDED VALUE OF THE CULTURAL SECTOR IN TERMS OF EMPLOYMENT, THE ECONOMY AND SOCIAL COHESION 1. Influence, characterisation and trends in employment in the cultural sector ................................................................. 13 2. Culture contributes to sustainable development in employment.......................................................................................... 15 3. The cultural sector is a creator of economic value............................................................................................................................................. 16 4. New forms of cooperation between private enterprises in the culture sector, public bodies, training centres, and creators ......................................................................................................................................................................... 17 5. The presence of higher education, cultural in particular, is a factor in the development of innovation in urban areas ............................................................................................................................................................................ 19 6. Culture used as leverage for developing social cohesion and human capital................................................................. 20 POINTS FOR REFLECTION.....................................................................................................................................................
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