Report on Territorial Diagnosis. Wallonia

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CREADIS 3: REPORT ON TERRITORIAL DIAGNOSIS. WALLONIA

Analysis of the cultural and creative industries’ sector in Wallonia. Public Service of Wallonia June 2018 2

INDEX

1. General Introduction...... 3

1.1. The Creadis3 Project...... 3

1.2. Wallonia and the CREADIS3 Project...... 4

2. Regional contexts...... 5

2.1. Territory’s general profile...... 5

2.2. Territory’s cci profile...... 7

3. CCI-s sector analysis: evolution and current situation...... 10

3.1. Evolution...... 10

3.2. Current situation...... 12

3.3. Creative Districts...... 13

4. CCI sector characterization...... 18

4.1. Stakeholders...... 18

4.2. Mapping 1 - Competences...... 20

4.3. Mapping 2 - Regional creative ecosystem...... 23

4.4. Good practices...... 25

5. SWOT Analysis of the CCI sector ...... 27

6. Conclusions...... 29

7. Bibliography...... 31 3

1/ GENERAL INTRODUCTION

1.1. The Creadis3 Project

Introduction

CREADIS3 addresses the issue of innovation driving territorial development through non- technological forms of innovation. To tackle economic, social and environmental challenges, innovation is needed, not only based on the technological sectors but in allying these sectors to culture-based creativity. Ecosystems inNovember 2018. group inMay 2018andthemodifications acted inthe Integrated Report onGovernance and (January 2019) takes into account theconsultation operated withintheStakeholder Local A first version was written in January 2018and was corrected in April2018. The third version This report isproduced by theEconomic Policy directorate of thePublic Service of Wallonia. Author andhistory of thereport well asitwilllearnfrom other experiences to improve itsown policy mixandtoolbox. the Creative Wallonia programme andthe Walloon European Creative Districtproject as With theCREADIS3project, Wallonia willalsoshare theresults andexperimentations of to convert the“traditional SME’s” to thecreative economy. The goal of each Creative hub is to boost in its territory the creative entrepreneurship and economy dynamicsby fostering collaboration between CCI’s and“traditional” industries. the Creative Wallonia programme whichaimsto impulseat thelocallevel anew creative mindset with the ecosystem. The creation of the Walloon Hubs were encouraged under policy inorder to reinforce thecreative dynamicsontheterritory andto create acooperation Thanks to theCREADIS3project, Wallonia aimsat developing /improving theCreative Hubs Main objective withintheproject 1.2. Wallonia andtheCREADIS3Project institutional governance andBoostingCCIs contribution to regional development. economic development inEuropean regions. It isdeclinedin2prioritythemes:Improving development of more efficient CCIpoliciesin territories aiming to generate innovation and The mainobjective of CREADIS3isto alignterritorial publicpolicy agendas to supportthe Main objective of CREADIS3

CREADIS3 INTERREG EUROPE General introduction 4 5

2/ REGIONAL CONTEXTS

2.1. Territory’s general profile

Wallonia is one of the 3 regions of the Belgian federal state along with Flanders and Brussels-Capital. In addition to the regions, Belgium is also divided into 3 communities: the Wallonia-Brussels Federation/French Community that covers French-speaking people living in Wallonia and in the Brussels-Capital region, OstBelgien/German Community that concerns the German-speaking people living in Wallonia, and the Dutch-speaking community/Flemish Community.

The competences of the regions include the economy, employment, tourism, environment… while the competences of the Communities include education, culture, justice, sport… reached 9.8% in2017. It hasbeendropping since 2014whenitpeaked at 12%. Youth unem- per capitais24,736 Euros. It is15%higher thantheEUaverage. The unemployment rate sents a growth of 1.1 % in comparison with the previous year. In 2016, the average income In 2017, the Walloon GDP was 92 billionconstituting 23%of theBelgianGDP whichrepre- the population densityto 214inhabitants/km²(2016). bourg withatotal of 3,602,216 inhabitants(32%of theBelgian’s population) whichbrings Wallonia iscomposed of 5provinces: Hainaut, Brabant Walloon, Namur, Liège andLuxem- Wallonia covers anarea of 16.844,3km²,whichrepresents 55.2%of theBelgianterritory. development. in order to boost the economic regional and innovation (also non-technological) final axe aims at stimulating creativity efficiency and creative economy. This SMEs internationalization, resources sizes on4transversal axes: digital&ICT, domains, the Walloon S3alsoempha ing. Beside those sectoral specialization agro-industry andmechanicalengineer try &materials, biotechnology&health, aeronautics&space, sustainablechemis- my, for instance logistics&transports, units inaleadingsector of theecono- tres andpublicor private research groupings of companies, training cen- The Walloon competitive clusters are focused onitscompetitive clusters. egy. The Walloon S3strategy ismostly regional Smart Specialization Strat novation’s policy, alsoknown as the the development of anindustrialin- Marshall Plan4.0 whosegoals include nomic redeployment strategy: the In 2015, Wallonia hasadopted itseco- municipalities. that are subsequentlysubdividedinto Each region isdividedinto provinces - - - COMMUNITY GERMANSPEAKING COMMUNITIES FRENCHCOMMUNITY COMMUNITIES FLEMISHCOMMUNITY COMMUNITIES WALLOON REGION REGIONS BRUSSELS-CAPITAL REGION REGIONS FLEMISHREGION REGIONS FEDERAL STATE BELGIUM

CREADIS3 INTERREG EUROPE Regional contexts 6 1 Figures basedon VAT numbers. cover thewholesphere of creativity andinnovation processes. social andeconomic background. However, thehubsare not limited to theCCIs’ sector but Urban centers are thuscurrently developing their Creative Hub according to their cultural, territorial output that came out from the Creative Wallonia programme launched in 2010. territorial context by starting the Creative Hubs policy in 2014. The policy was somehow a system around CCIs. The publicauthoritiesin Wallonia have adapted to that decentralized also itsown history andcultural heritage that define itspropensity to develop a real eco- ecosystem: Liège, Namur, Charleroi, Mons, Louvain-la-Neuve, Arlon, Tournai… Eachcityhas nomic landscape.Several urbancenters in Wallonia co-exist andhave their own economic phere and cultural potential. Therefore, Wallonia has naturally developed a multipolar eco- the Belgium’s capital, whichattracts number of creators dueto itscosmopolitan atmos- Regarding CCIs specifically, onecannotice astrong polarization of thissector onBrussels, competitive economy. into account CCIs andnon-technological innovation asrelevant for developing amore € budget per year” programme isthefirst economic programme in Wallonia that takes of the Walloon regional development: theCreative Wallonia programme. This “8,000,000 strategy, Wallonia designedaprogramme that putscreativity andinnovation at thecentre for instance, methodologies and cross sectoral collaborations. In order to implementthis vision of creativity andaimsat spreading creativity amongalltheeconomic sectors through, strong innovation potential. Oneof thespecificity of the Wallonia S3isthat ithasaholistic axe) initsscope andtherefore identifiesthe CCI’s sector asanimportant sector witha The Walloon Smart Specialization Strategy includesthecreative economy (as atransversal 2.2. Territory’s people In 2017, Wallonia counted 106,606companies, essentiallySMEs,and142, 170 self-employed Expenditure onresearch anddevelopment represented 2.47% of theGDP in2015. ployment rate isstillhighat 27.9%. 1 . CCI profile

CREADIS3 INTERREG EUROPE Regional contexts 7 had beennoticed between 2008 and 2011butitisnot significant for nowadays studies. stands publishinganddesign. A smalldecrease of the Walloon CCIs globaladded value generating a 4%share of the GDP. At the top of the most“rentable” activities in Wallonia of theoverall turnover. The addedvalue of CCIs in Wallonia isequivalent to 3billionEuros the Walloon overall amount. In Brussels,itclimbsto 12.9 billionEuros andrepresents 6.3% The turnover for theCCIs’ sector in Wallonia risesto 6.9 billionEuros representing 4.4%of and advertising (17%)sectors climbingat thefirst place of the CCIs employment rate. It is interesting to note that the landscape is quite different for Brussels with audiovisual (18%) (14%), cultural education (11%)andarchitecture (9%). predominant sectors in Wallonia are booksandpress publishing(15%),design(13%),fashion are working inthesector andrepresent 4.9% of thewholeregional employment rate. The employed included)reaches 5.4%of the whole employment rate. In Wallonia, 60,000 people According to thisstudy, thelevel of employment intheCCIs in Wallonia andBrussels(self- archives/libraries, advertising, performing artsandinter-domains. cultural education, book and press publishing,cultural entertainment, fashion, heritage/ based on the NACE codes 2008 (5 digits): architecture, plastic arts, audiovisual, design, CCIs by usingacoherent statistical methodology. 12sectoral domainshave beenselected Wallonia-Brussels Federation. It isthemostrecent studythat really describesthescope of Statistics (IWEPS)over theCCIs economic weight at therequest of both Wallonia andthe In 2014astudywas conducted by the Walloon Institute for Evaluation, Forecasting and policies could helptheCCIs findtheir place inthe overall economy. prises and the diversity of its sectoral scope. A better structural organization and specific derestimated. The CCIs’ sector also lacks structure because of the small size of its enter remain punctualanddownstream. It clearlyappears that theCCIs potential isactuallyun- customer-supplier relationships. The CCIs’ contributions and inputsto classicalindustries In Wallonia, collaborations between theCCIs andother enterprises are often limited to taken into account thissector initspolicies. public policies.It isonlyrecently, through theglobalnotion of creativity, that Wallonia has economic fields. That governance specificityhas probably delayed theinclusion of CCIs in the CCIs’ sector belongsto both entitiesentering simultaneouslyinthecultural and Due to thecompetences’ distributionbetween Wallonia and Wallonia-Brussels Federation, -

CREADIS3 INTERREG EUROPE Regional contexts 8 2 Figures basedonthecompanies’ annualaccounts certified by theBelgium National Bank. Wallonia counts 10,391 companies recording, intellectual property, translation, interpretation). Therefore, onecansay that audiovisual, cultural heritage, videogames&software, multidisciplinary(for reproduction, sectors: Advertising, architecture, design,fashion, music/visual/performing arts,publishing, presentation for themapping1(seefurther inthereport), thoseactivitiesare gathered in10 interpretation, reproduction andrecording, intellectual property. In order to simplifythe software, computer games, electronic publishing, photographic activities, translation and performing arts,publishingof booksandnews, motion, film,video, radio, TV, heritage, economic activities:advertising, architecture, design,designer fashion, music,visualarts, was calculated takinginto account theNACE codes 2008(but4digits) inthefollowing less the same NACE selection than the IWEPS study in 2014. The number of CCIs’ companies order to evaluate thenumber of CCIs companies andself-employed peopleusingmore or Another statistical work has been driven by the Public service of Wallonia in April 2018 in pharmaceutical industry andof theautomotive industry. Nevertheless, the added value of cultural and creative industries is higher thanthat of the companies/self-employed peopleintheCCIs’ sector in Wallonia. people intheCCIs’ sector, we doubletheentrepreneurial massandreach about20,000 lightly increased thenumber of their companies thesepastyears. If we count self-employed 6% and3%of theCCIs entrepreneurial massbutthosesectors, alongwitharchitecture, and publishing(17%). Audiovisual anddesigncompanies follow by representing respectively the fields of architecture (32%),music,visualandperforming arts(22%),advertising (12%) 2 intheCCIs’ sector andmore than 80%of themwork in

CREADIS3 INTERREG EUROPE Regional contexts 9 10

3/ CCI-S SECTOR ANALYSIS: EVOLUTION AND CURRENT SITUATION

3.1. Evolution

The CCIs’ sector development is quite recent in Wallonia. Starting with audiovisual in the early 2000s, the rest of the cultural and creative industry was slowly taken into account over the years. The most significant historical facts are detailed in the table hereunder. 2017 2017 2015 2015 2014 2014 2013 2010 2010 2009 2007 2006 2005 2004 1999-2001 DATE prove thegovernance around theCCIs andtheir contribution to theeconomy. Involvement of thePublic Service of Wallonia intheRCIA andCREADIS3Interreg Europe projects inorder to im- Since 1 February 2017, thetaxshelter system isextended to performing arts. Recognition of theCCIs potential of innovation. Adoption of the Walloon Smart Specialization Strategy withcreative economy asoneof thetransversal axes. programme focused oncultural andcreative industries. The cityof Mons hasbeenelected astheEuropean Capitalof Culture andhasdeveloped anambitiousactions methodology andusingtheNACE codes. nomic weight of theCCIs defined for thefirst time the scope of the CCIs in WalloniaandBrusselsbasedonaspecific At therequest of both Wallonia andthe Wallonia-Brussels Federation Governments, theIWEPSstudyoneco- Beginning of theCreative Hubs’ policy intheCreative Wallonia programme’s framework Wallonia establishedasEuropean Creative Districtby theEuropean Union. economy. Launch of theCreative Wallonia programme thatplaces creativity andinnovation inthecentre of the Walloon industries andthelinksbetween culture andinnovation, inaperspective of economic aswell associaldevelopment. The BelgianPresidency of theCouncil of theEuropean Union highlighted thepotential of thecultural andcreative Creation of St’art Invest, theinvestment fundfor CCIs in Wallonia.technologies Launch of the Twist Cluster, themainbusinesscluster active inthesector of digitalaudiovisual andmultimedia the CCIs sector inBelgium. economic andsocialimportance of thecultural sector for thefirst timeattheEUlevelon andhadacatalytic effect At therequest of theEuropean Commission, theKEA studyontheEconomy of Culture inEurope assessedthe was not covered by traditional cultural publicsubsidies: theCCIs. The holdingof the“Etats généraux delaculture” in2005highlighted thefact thatawholepartof thecultural sector types of audiovisual productions by givingthemtaxadvantages. Created in2004, thetaxshelter provides anincentive for companies to make investments infilms, TV seriesandall Walloon institutionthatsupportsaudiovisual productions andenterprises. The Palme d’Or of Rosetta inMay 99inCannesisaturningpointthatresulted inthecreation of Wallimage, a FACTS &FIGURES

CREADIS3 INTERREG EUROPE CCIS sector analysis: evolution and current situation 11 Specialization Strategy clearlyincludesthecreative economy asatransversal priority. key milestone andgenerated interest amongother policies.Since 2015the Walloon Smart programme hasconsiderably impacted thewholesector. Creative Wallonia was really a Wallonia doesnot have aspecific CCIs regional strategy butsince 2010theCreative Wallonia 3.2. Current situation WORK DIGITAL POLICY FRAME BUSINESS CLUSTERS CLUSTERING POLICY: LIVING LABS INNOVATION POLICY: THE USER-DRIVEN OPEN AND COWALLONIA NETWORK AND CROSSOVERS: THE BASED ONCREATIVITY INNOVATION POLICY CALL FOR PROJECTS CREATIVE INDUSTRIES POLICY: BOOST-UP CREATIVE START-UPS HUBS POLICY: THECREATIVE CREATIVE START-UPS AND CROSSOVERS / BASED ONCREATIVITY INNOVATION POLICY POLICY: CCIS’ INVESTMENT ENTREPRISE SA POLICY: CCIS’ INVESTMENT SHELTER POLICY: THETAX CCIS’ INVESTMENT NAME POLICY ST’ART INVEST WALLIMAGE

- Digital TWIST Cluster manipulation withthe image, soundandtext digital technologies for and transmedia) serious gamesand Cluster (especially the ICT-Infopôle technologies with communication Information and Lab Smart Gastronomy Gastronomy withthe the CLICK and CCIs ingeneral with All sectors CCIs ingeneral CCIs ingeneral excepted) audiovisual sector CCIs ingeneral (the Audiovisual sector sectors performing arts Audiovisual, TARGETED SECTORS

promote thedigitaltransformation. policies andthesupportframework for private initiatives to Digital Wallonia sets theprioritiesandgoals for digitalpublic constitute apoleof excellence. neurial andacademicskillsof thesectors targeted inorder to Both clusters’ goal isto unite theprofessionals, entrepre- the user attheheartof theinnovation process. Places to develop innovative products andservices by placing ativity Co-working network of 8spaces designedto stimulate cre- innovations. creative industries.40.000€ grant to promote thelaunchof Call for projects addressed to self-employed andSMEsof the tools enablinginnovation. and associationsinorder to foster thecreative mindset and “Third places” that bringtogether enterprises, universities interventions to 50%of theentity’s fundingrequirement. equity. Regardless of the type of funding, St’Art restricts its The fundoperates intheform of loansandtheacquisition of a subordinated loan. with abondloanpart,sometimes convertible inactionsor via The fundintervenes by takingaminorityshare inthecapital, production. exemption of 150%ontheamountinvested inanaudiovisual Tax incentive allowing any company to benefit from atax FEATURES MAIN MAIN Digital Wallonia (since 2015) the 4axis) omy and highSMEspotential asoneof Smart Specialization (with creative econ - Creative Wallonia (since 2010) Creative Wallonia (since 2010) Creative Wallonia (since 2010) Creative Wallonia (since 2010) 2009) and Wallonia-Brussels Federation (since CCIs investment policy of both Wallonia tion (since 2000s) Wallonia and Wallonia-Brussels Federa Audiovisual investment policy of both 2004) Federal BelgianFinance policy (since STRATEGY ON-GOING ON-GOING - 12 CREADIS3 INTERREG EUROPE CCIS sector analysis: evolution and current situation iterative process between theunder andupper grounds. in order to create thismiddleground andtherefore to boostthecreative sectors supporting an informal micro-level to aformal macro-level. The Creative Hubs policy in Wallonia was thought of binders andactasintermediate structures allowing for thecreative ideasto transit from an rarely interact together. For this reason, the communities of the middleground play this role Because theunderground andtheupperground functiononentirely different modes,they only firms, clusters, publicorganizations whohave access to the commercial andindustrialmarket. the institutionalized upperground. The latter represents theformal macro-level of established of artistic expressions, creative ideas,authenticity, sincerity released from the constraints of underground gathers actors whoexplore andsuggest freely new creative ways; itisthe world upperground. Eachlayer plays itsrole inthecreative process. The informal micro-level of the Creative Hubs isrelated to three different layers: theunderground, themiddleground andthe policy whichisthelocalanchorage of theprogramme. The underlyingtheoryaboutthe Therefore, since 2014theCreative Wallonia programme pushedforward theCreative Hubs considered not entirely relevant. CCI profile), a general anduniquemodel of Creative District for thewhole Region was the decentralized territorial context of Wallonia (see supra 2B Regional context: territory’s projects or new practices; scaleuptheentrepreneurs withstrong potential). Butbecauseof (stimulate creativity; training on creativity; support creative and innovative people in their sector, general public,educational institutions) anddealingwithdifferent types of actions of creativity by tacklingdifferent sectors, reaching different actors (businesses,public budget per year, the Creative Wallonia programme really adopts this WECD holistic vision were usedto improve andenlarge theCreative Wallonia programme. With an8,000,000 € policy mix,collective intelligence anditerative process. The WECD project’s conclusions clusters andnetworking activities,usinga4pointsmethodology: integrated approach, and education, improving businesssupport,improving access to finance and facilitating be themostrelevant to boostthecreative sectors in4domains:improving creative skills of timeandintheEuropean context. The WECD project analyzed andtested what could and thecreative industriesintheregeneration of theregional economy inagiven period model andsomeuseful tools inorder to demonstrate therole of thecreative economy programme withpilot actions.It enablesthe Walloon Region to experiment agovernance has received by the European Commission. WECD was not an action programme but a study started the“Wallonia European Creative District” (WECD) project according to thelabelit In 2013,after 3years of implementation of theCreative Wallonia programme, Wallonia 3.3. Creative Districts 13 CREADIS3 INTERREG EUROPE CCIS sector analysis: evolution and current situation hubs’ goal isto strengthen thelinksbetween theCCIs andtraditional industry. an industrial economic policy context and are therefore rather market-oriented. One of the services andactionscandiffer from onehub to another. Walloon Creative Hubs appeared in Each hubisstrongly anchored initsterritorial, socialandcultural ecosystem meaningthat cities, innovative companies, universities, innovation centres, localdevelopment actors… local creative hotspots by bringing together creative minds,CCIs, publicinstitutionsand 7 Creative Hubs are located indifferent Walloon citiesandcurrently working to bethe Walloon Wallonia aglobalCreative District. Nowadays, theCreative Hubs policy continues to bethelong-term key instrumentinmaking

Individuals signal themselves to firms in order to get hired production in collective codebook Individuals get involved “Going Start-up” with theupperground contractual relationships collectives may develop Communities and TENSION BETWEENEXPLORATION AND EXPLOITATION FOCUS ONPROJECTIZATION /CODEBOOK MAKING INTEGRATION OF DIVERSITY FOCUS ONEXPLOITATION FOCUS ONEXPLORATION MIDDLEGROUND IDENTITY BUILDING UNDERGROUND UPPERGROUND find inspiration andmembers Communities andcollectives absorptive capacities in theunderground Support iscapacity Delegation of

building

“Headhunting activities through “network entrepreneurs” “network through activities “Headhunting Fertilization through competitions / awards / events / awards / competitions through Fertilization 14 CREADIS3 INTERREG EUROPE CCIS sector analysis: evolution and current situation Walloon Creative Hubs 15 CREADIS3 INTERREG EUROPE CCIS sector analysis: evolution and current situation according to their territorial forces, opportunitiesor weaknesses: The Creative Hubs are meantto cover the following activitieseven if they specialized + 2satellites hubsin Verviers andSeraing: two smallcitiescloseto Liège HUBS 7 CREATIVE MÉTROPOLE HUB CHARLEROI GREENHUB PLUG-R CREATIVE VALLEY TRAKK WAPS’HUB OPENHUB • • creative ideasto emerge andto boostprojects. Coaching andtraining increative and digitalmethodologies inorder to enable public events, exhibition etc.) innovation process by informing andgivingnetworking opportunities(conferences, Inspiring, raising awareness aboutthecreative economy inorder to stimulate the Charleroi Arlon Liège Mons Namur Tournai Louvain-la-Neuve LOCATION airport, technological centres. airport, technological centres. Industrial town, coal mineshistory, regional tourism sectors suchaswood, agri-food industryand area closeto attracting Luxembourg, focus on City anchored inalarge rural andagricultural entrepreneurial spirit of Wallonia, industrialpast,university town, Dynamic city(“burningcity”),economic pillar in linewithMons 2015 Focus on cultural heritage and creative sectors historical heritage Liège to Tournai, university town, peaceful, rail tracks linkingBrusselsto Luxembourg and Capital of Wallonia, at the junction of road and North of France andFlanders cultural andhistorical cityconnected to the Semi-rural area atthevery west of Wallonia, logical potential strong entrepreneurship spirit,hightechno- audience, deepconnexion withenterprises, Essentially university town, importantstudent MAIN TERRITORIAL SPECIFICITY search Center ritorial development agency +Re - University +BusinessCenter + Ter University training ized in(1)designand(2)creative + nonprofit organizations special- University + local investment agency zation for theFab lab opment agency +nonprofit organi- City +University + Territorial devel- events organizing cultural anddigital University +non-profit organization Territorial development agency + specially to manage thecreative hub a non-profit organization created Territorial development agency + University MIXED GOVERNANCE (PROJECT LEDBY...) - 16 CREADIS3 INTERREG EUROPE CCIS sector analysis: evolution and current situation • • • • rental, creativity rooms etc.) various publicsandto exercise itscreativity (coworking infrastructures, office Offering spaces to creative communities to foster unexpected meetings between Testing, prototyping, creating aproduct or aservice (Fab Labs) processes, either collectively or individually. Supporting enterprises andinnovative projects thanksto creative methods and development agencies, innovation centres, export agencies etc.) Passing on,reorienting towards other actors (business centres, funds,local 17 CREADIS3 INTERREG EUROPE CCIS sector analysis: evolution and current situation 18

4/ CCI-S SECTOR CHARACTERIZATION

4.1. Stakeholders

At the beginning of the CREADIS3 project, the Walloon Stakeholders Local Group (SLG) was composed of the main actors of the WECD project and Creative Wallonia programme. Already involved in the policy learning dynamic about the creative economy, it was quite easy to continue to work with them in this new interregional cooperation project. Those actors are Wallonie Design, St’Art Invest, ID Campus, Creative Wallonia Engine, the Agence pour l’Entreprise et l’Innovation and of course members of the Public Service of Wallonia (Economic Policy Directorate) and representatives of the Minister of the Economy.

Other relevant actors were also contacted such as the Comptoir des ressources créatives, Wallimage and the Walloon Creative hubs (including therefore universities, local development agencies, cities, business centres...). actors through clusters, universities, cities,innovation &businesscentres etc.). panel of institutions(government, administrations, publicandprivate agencies, private Therefore, itwillcover alllevels of governance (regional, communitarian, local)andagood The SLG isnow meantto extend andincludeboth clusters TWIST andInfopole ICT. in theSLG. who holdstheculture competences (see2.A Regional context) was contacted andintegrated After ayear of implementation of theCREADIS3project, the Wallonia-Brussels Federation thematic focus of theStudy Visit. The SLG was alsoconsulted for theredaction of mappings by theCREADIS3project. Stakeholders are selected according to their interest andthe SLG participates to the exchanges of good practices by attending the Study Visits organized private institutionsandSTI(including the presence of thefour universities of Wallonia).The If thepublicsector stays themostrepresented sector, the Walloon SLG isalsocomposed by NAME OF THE STAKEHOLDER Creative Hubs Wallonie Design IDCampus Creative WalloniaEngine the Agence pour l’Entreprise et l’Innovation Comptoir desressources créatives St’Art Invest Wallimage Wallonia-Brussels Federation Directorate Public Service of Wallonia –Economic Policy Minister of theEconomy TWIST cluster ICT Infopôle Cluster FIELDS OFFIELDS ACTION preneurship -growth CCIs –training –creation –entre- growth growth Design –entrepreneurship – ativity ativity Multisectoral –Education –cre - growth growth Multisectoral –entrepreneurship – growth growth Multisectoral –entrepreneurship – CCIs –entrepreneurship -growth CCIs -Investment fund Audiovisual –Investment fund Culture Economy Economy Digital/media -growth ICT -growth SCOPE ies, innovation &businesscentres etc. universities, local development agencies, cit Local actors (public andprivate) including Regional agency Regional agency Regional agency Regional agency Regional agency Wallonia and Wallonia-Brussels Federation) Regional andCommunitarian institution(both Wallonia and Wallonia-Brussels Federation) Regional andCommunitarian institution(both Communitarian administration Regional administration Regional Government Regional cluster (private representatives) Regional cluster (private representatives) - 19 CREADIS3 INTERREG EUROPE CCIS sector characterization Brussels Federation by sector could bedefined but we cannot easilyaccess thedata. CCIs. It concerns allforms of creativity for alltypesof actors. The budgets of the Wallonia- of theCreative Wallonia programme is8,000,000 €per year butitisnot allocated onlyto Federation administrations regarding the CCIs cannot be provided. In Wallonia, the budget Quantitative information andfinancial resources of Wallonia and Wallonia-Brussels based incitiesandmanaged at alocallevel butwithinaglobalregional strategy. collaboration between CCIs and“traditional” industries. These Creative Hubs are therefore They aimto impulseat thelocallevel anew creative economy dynamicsby fostering In terms of multilevel governance, Wallonia stimulated theemergence of Creative Hubs. the Wallonia-Brussels Federation according to thecompetence exercised. field of competences butunder the control of the responsible authorities,either Wallonia or Provinces andmunicipalitiesare alsoautonomous entitiesinBelgiumwhomay actinalarge nomic, innovation-stimulating andemployment policies. industries (design, gaming, architecture, audiovisual, fashion, publishing...) through its eco- ment, Professional Training, Innovation and External Trade. It supports cultural and creative The Walloon Region hasbeenassignedinparticular thecompetences of Economy, Employ lar thecompetences of Culture, Heritage, Education, Scientific Research and Audiovisual. Region (Wallonia). In thefield of the CCIs, the Wallonia-Brussels Federation hasinparticu- tences inthefederal state of Belgium:the Wallonia-Brussels Federation andthe Walloon In order to supporttheCCIs development, two levels of governance have « full»compe- the distributionof competences according to CCIs’ sectors andtypeof actions. The mapping1describesthedifferent levels of governance inBelgium/Wallonia as well as 4.2. Mapping 1-Competences particularly involved inthepreparation of the Walloon Study Visit. a year butinformation andday-to-day works are managed through emails. The SLG was and willbecloselyassociated inthe Action Planrealization. Meetings are organized twice - 20 CREADIS3 INTERREG EUROPE CCIS sector characterization X =FULL COMPETENCE TABLE KEY DIGITAL+ AS TRANSVERSAL TOALLSECTORS CCI policiesin Wallonia –Sectorial view FASHION TRANSLATION, ETC.) (PHOTOGRAPHY, MULTIDISCIPLINARY PUBLISHING CULT. HERITAGE ARCHITECTURE ADVERTISING GAMES SOFWARE & VIDEO & VISUALARTS MUSIC, PERFORMING DESIGN AUDIOVISUAL COMPETENCES SECTORS/ • • • by Federation and/or Region policies. The Provinces, Cities and Municipalities take actions through local initiatives supported ployment, Professional Training, Innovation andExternal Trade. The Walloon Region takes actionsaccording to itscompetences of Economy, Em- Culture, Education, Scientific Research and Training. The Wallonia –BrusselsFederation takes actionsaccording to itscompetences of Political background FEDERATION X X X X X X X X X WALLONIA – CULTURAL BRUSSELS

ECONOMIC POLICY WALLOON

CULTURAL REGION X X X X X X X X ECONOMIC POLICY sectorial sectorial specific specific focus PROVINCES No No CULTURAL ENTITIES UNDERSUPERVISION sectorial sectorial specific specific focus No No ECONOMIC POLICY CITIES AND INTERCOMMUNALCITIES AND sectorial sectorial specific specific focus No No

CULTURAL COOPERATION sectorial sectorial specific specific focus No No ECONOMIC POLICY 21 CREADIS3 INTERREG EUROPE CCIS sector characterization √ =POWER OF INITIATIVE UNDERSUPERVISION X =FULL COMPETENCE TABLE KEY CCI policiesin Wallonia – Action’s view FINANCING DEVELOPMENT COMPETENCE COMPETENCES SECTORS/ NATIONALIZATION) (INCLUDING INTER GROWTH INNOVATION ENTREPRENEURSHIP CREATION • • • Political background by Federation and/or Region policies. The Provinces, Cities and Municipalities take actions through local initiatives supported ployment, Professional Training, Innovation andExternal Trade. The Walloon Region takes actionsaccording to itscompetences of Economy, Em- Culture, Heritage, Education, Scientific Research and Audiovisual. The Wallonia –BrusselsFederation takes actionsaccording to itscompetences of - ( FEDERATION X X X X WALLONIA – BRUSSELS ) CULTURAL

ECONOMIC POLICY WALLOON

CULTURAL REGION X X X X X X ECONOMIC POLICY PROVINCES ( √ √ √ √ ) CULTURAL ENTITIES UNDERSUPERVISION √ √ √ √ √ √ ECONOMIC POLICY CITIES AND INTERCOMMUNALCITIES AND ( √ √ √ √ )

CULTURAL COOPERATION √ √ √ √ √ √ ECONOMIC POLICY 22 CREADIS3 INTERREG EUROPE CCIS sector characterization works...) andtheupper ground (institutions,classical industries,publicbodies...). Hubs play a key role linking the underground (artists, creative entrepreneurs, informal net to internationalization). It isthereason why they are usuallycalled“third places”. Creative sical industryworld andbetween steps of thevalue chainfrom competence development training, coaching) andasbinders (between CCIs themselves, between CCIs andthe clas- simultaneously as ideas generators, asservices providers (co-working spaces, Fab Labs, inforcement actionsonalocalbasisby appearinginthewholeCCIs’ value chain. They act enterprises. Onecannotice that theCreative Hubs can really fillthegapsbetween the re- actors entirely devoted to theCCIs whileactors inbluecanalsooffer services to traditional The visual below triesto summarize theCCIs’ ecosystem in Wallonia. The actors inpink are the different EUnetworks andprojects. ends with“internationalisation” pointingoutthe Walloon sectoral export agencies and incentive for theaudiovisual andperforming arts’ sectors. Finally, theCCIs’ value chain and Wallimage Entreprise, butthe Tax shelter mechanismisalsoavery relevant financial public administrations, EUprogrammes andsome specificfundssuchas St’art Invest kinds of networking andsupportstructures. FinancingtheCCIs istheprerogative of Walloon acceleration programmes, the clusters acting in CCIs’ development and other to develop innovations . Following thestarter step, the“growth” chapter explains the applied research centres or livingLabs(user-driven open-innovation) that canhelpCCIs associations. The mapping2describesnext services andtools provided by universities, third chapter andpresent actors suchasbusinesscentres, Fab Labsor specific coaching spaces. Incubation practices, prototyping and other ideas andenablingunexpected meetings suchascoworking places or shared creative infrastructures or spaces supportingcreation andcreators, fostering creativity, boosting and practices increativity andinnovation. Then, the“Creation” chapter highlightsthe developed are either linked to aspecific CCI’s sector either linked to general knowledge universities, high schools, competences centres and other specialized agencies. The skills institutions actinginformal learning,long-life learningor professional training suchas Starting from “competences development”, themapping2outlinesdifferent reinforcement actionsandhow they intervene at eachstep of thechain. CCIs’ value chain,themapping2describesactors in Wallonia involved inthedifferent According to themethodological report of theCREADIS3project anditsdescription of the 4.3. Mapping 2-Regional creative ecosystem entrepreneurial aids are parts of the - 23 CREADIS3 INTERREG EUROPE CCIS sector characterization on smallandmedium-sized companies, including nonprofit-making entitiesinthefield of CCIs. funding, St’art restricts itsinterventions to 50%of theentity’s funding requirement. St’art focuses The fundoperates intheform of loansandtheacquisition of equity. Regardless of thetypeof Brussels) hasjoined Wallonia andthe Wallonia-Brussels Federation asshareholder of thefund. jobs andunpredictable market. Since 2014,aBrusselsregional investment company (Finance. resources. Duringdecades,thesector was minimized dueto itslow-rentable activities, insecure indeed beennoticed that cultural andcreative industriesoften have difficultiesfindingfinancial of thecreative economy by enhancingthesolvability andthe growth of thecreative SMEs.It has of the Walloon region andthe Wallonia-Brussels Federation. The aimisto supportthedevelopment St’art isanInvest fundin Wallonia andBrussels.It hasbeen created in2009through the collaboration 4.4.2. St’Art Invest: theinvestment fundfor CCIs gathering enterprises, universities, creative stakeholders andspirits. coaching CCI entrepreneurs their access to finance, Creative Hubs as localthird places specific ICCs projects (Boost-up), coaching investors for thespecificities of the CCIand efficient, for example:specific training program on creativity, creative vouchers, call for some of thepilot actionsimplemented duringthe WECD project andwhichproved to be and how to designaCreative District”. Buttransferability canalsohappenby replicating policy mix,collective intelligence anditerative process that ledto theconclusions of “why Transferability of such a practice belongs to the methodology used in terms of governance, clusters andnetworking activities. Creative skills,2.Improving BusinessSupport,3.Improving FinancialSupport, 4.Facilitating what could bethemostrelevant to boostthecreative sectors in4domains:1.Improving As told earlier, WECD isastudyprogramme withpilot actions.It hastested andanalyzed European Creative Districtproject” (2013-2015). been distinguishedasa“European Creative District”by theEUandcreated the“Wallonia After three years of implementation of the Creative Wallonia programme, Wallonia has 4.4.1. Wallonia European Creative District(WECD) ject, 3GoodPractices have beenselected andfurther described: As regards mapping1and2,focusing onthegovernance aspectof theCREADIS3pro- 4.4. Goodpractices 24 CREADIS3 INTERREG EUROPE CCIS sector characterization EXPORT WBI WB Design/Mode WB Architecture WB Musiques FUNDS WB Image Sowal n WB Théâtre/Danse CCIs ECOSYSTEM IN WALLONIA SRIW AWEX St’Art Invest Global Contract Alliance Wallimage Entreprise SA POLITICAL FRAMEWORK ACCELERATION EU NETWORKS ♣ Pôle Image EEN Network Creative Wallonia Programme / WECD Creative Wallonia Engine PUBLIC AIDS ♣ ECHN Smart Specialisation Strategy IDCampus SPW-DGO6 RICC Business Centres FWB-Culture subsidies RESEARCH ENOLL CREATIVE HUBS Creative Wallonia Universities & high schools ERRIN INCUBATION Digital Wallonia CROSS COLLABORATION APPLIED RESEARCH POLICY LEARNING Wallonie Design EU PROGRAMMES Comptoirs des ressources Business & Innovation Centres RCIA CREATIVE HUBS H2020-Starts créatives Numediart Institute CREADIS 3 Creative Europe CREATIS Multitel CLUSTERS COSME Job’in Design CETIC EU PROJECTS Twist R/O Institut ICT-Infopôle CROWDFUNDING SPECIALISED INFRASTRUCTURE Pôle image LIVING-LABS PROFESSIONAL NETWORKS The Design Station Business centres Click PROFESSIONAL NETWORKS TAX INCENTIVES Comptoirs des ressources créatives CREATIVE HUBS Smart Gastronomy Lab FORMAL LEARNING Tax Shelter Universities, high schools Shared creative spaces PRE&PROTOTYPING Colleges of Arts PROJECTS SUPPORT FabLabs Higher Institutes of architecture CO-WORKING SPACES Innovatech INTERNATIONALISATION CREATIVE HUBS IFAPME CoWallonia SIRRIS Living Labs WSL COMPETENCE CENTRES CREATIVE HUBS CREATIVE HUBS OTHER SUPPORTS FINANCING Technocité Smart Design Innovation ARTISTS RESIDENCIES Creative Wallonia Engine Picarré GROWTH Prométhéa TRAINING SAACE ID Campus HUB CHARLEROI METROPOLE OPEN HUB PLUG-R Creative Wallonia Engine INNOVATION (Charleroi - Hainaut) (Louvain-La-Neuve - Brabant Wallon) Innovatech (Liège) Fab Labs WAP’S HUB CREATIVE HUBS (Tournai-Hainaut) ENTREPRENEURSHIP

CREATION

COMPETENCE CREATIVE VALLEY (Mons -Hainaut) DEVELOPMENT

TRAKK GREEN HUB (Namur) ( Arlon-Luxembourg)

CREATIVE HUBS THIRD PLACES DEDICATED TO CREATIVITY (CCIs LOCAL ANCHORAGE)

January 2019 25 CREADIS3 INTERREG EUROPE CCIS sector characterization citizens... The hub addresses allkindsof publics:students,entrepreneurs, companies, localactors, programmes to launchprojects or develop ideas,advice to innovate or to access financing... chain: Creative Valley proposes simultaneouslytraining, third places to meet andnetwork, hub together. Suchamodelhasstrong potential to develop theCCIs inthewholevalue research centres, private companies, localdevelopment actors... allof themrunningthe The partnership of Creative Valley includespublicadministrations, theuniversity, applied place aswell asanassociation that structures thewholeCCIs’ ecosystem intheMons area. by theEU(ERDF andEuropean Capitalof Culture). Regarding theCCIs, Creative Valley isa authority (city of Mons) inthecontext of aregional policy (Creative Wallonia) andco-funded Creative Valley is somehow a good illustration of a multilevel project: initiated by alocal Valley hubreinforced itspartnership andappliedto theStructural funds(ERDF). The hub Following theCCIs-focused event “Mons2015: European Capitalof Culture”, The Creative mappings 1and2). profile; 3.C CCIs sector analysis: Creative Districts;4.BandC CCIs sector characterization: telligence inalocalcontext (seealsoexplanations in2.BRegional contexts: CCI territory’s tions of openinnovation, trans-disciplinary hybridization, designthinkingandcollective in- universities, innovation centres, localdevelopment actors... andby implementingtheno- by bringingtogether creative minds,CCIs, publicinstitutions,cities,innovative companies, loon hubsisto encourage thetransition from our traditional economy to acreative economy ernment aspartof the“Creative Wallonia” programme inOctober 2014. The aimof the Wal- The Creative Hubs were created following a call for projects launched by the Walloon Gov thecreative hubof thecity Valley,Creative of example the policy: Hubs Creative The 4.4.3. - 26 CREADIS3 INTERREG EUROPE CCIS sector characterization May 2018. Finally, this SWOT analysis was analyzed and amended by the Stakeholder Local Group in Member States’ experts). creative sectors” (Report of THE OMC-OpenMethod of Coordination- working group of of public policies in developing entrepreneurial and innovation potential of the cultural and regarding someliterature abouttheCCIs, for example therecent publication on“The role of Wallonia withseveral agents of theEconomic Policy Directorate. Butitwas alsowritten This SWOT analysis of the Walloon CCIs’ sector was conducted within the Public Service THE CCI SECTOR 5/ SWOT ANALYSIS OF 27 CREADIS3 INTERREG EUROPE CCIS sector characterization 6 4 2 5 3 6 4 1 2 5 3 1 structural funds European financingandbenchmarkingthanks to the regional ministriesconcerned pean level thatfoster thecollaboration of thedifferent Start of integrated strategies for theCCIs attheEuro- tion Stronger focus on social and non-technological innova Strong politicalwill ativity atthelocalandregional levels authorities to foster creative entrepreneurship andcre - Tools andservices recently developed by thepublic nomic spheres The digitaltransition thatinvolves creativity inalleco - Dynamism andoriginalityof thesector scheme Invest, Wallimage Entreprises SA andthe Tax shelter Some specificfinancing tools to develop further: St’Art Hubs policy +localanchorage Top-down andbottom-up approaches of theCreative Belgian multiculturalism industrial creativity Strong cultural heritage, longtradition of artisticand ative Walloniaprogramme Experience, continuity andholisticapproach of theCre- OPPORTUNITIES STRENGHTS - 6 4 2 5 3 6 1 4 2 5 3 1 CCIs to expand or access themarket (brain drain). Small size of the Walloon territory making difficult for in support structures in supportstructures creative sectors and other industrial and societal areas Weak promotion of crossovers between cultural and get groups, risksregarding efforts dilution As Creative Hubs address alarge panelof different tar cific Cluster for thewhole CCIs’ sector Too littleinvolvement of theprivate sector andnospe- administration works for cross sectoral collaboration inthepublic Brussels Federation collaboration andlackof frame- Multilevel governance gaps:lackof Wallonia-Wallonia tential of theCCIs tions (public andprivate) regarding theinnovative po- Weak awareness of traditional andfinancinginstitu- CCIs addedvalue insufficient and/or inefficient communicationabout Poor consideration for creative entrepreneurship and tools dedicated to theCCIs Decreasing publicbudget to co-finance structures and fragmented sector Difficulties inunderstanding this heterogeneous and of creativity andartisticquality Digitalization andartificialintelligence atthe expense Employment instability lighting other quantitative and qualitative impacts Low rentable activitiesbutalsolack of studieshigh- WEAKNESSES THREATS - 28 CREADIS3 INTERREG EUROPE 6/

CONCLUSIONS 29 CREADIS3 INTERREG EUROPE Swot analysis of the CCI sector between CCIs andtraditional industries. courage public-private partnerships aswell asthecollaboration Wallonia needs to promote further the CCIs added value and en- tools regarding thespecificity of the CCIs’ sector. Wallonia hasto develop further thetaxincentives andfinancing Wallonia-Brussels Federation. the Creative Hubs and the whole CCIs’ sector by involving the Wallonia clearlyneedsto structure further thegovernance of the CCIs in Wallonia. publishing, audiovisual anddesignare themainsectors covering Architecture, advertising, music,visualandperforming arts, chain. that targets theCCIs andthey appear allalongintheCCIs value The Walloon Creative Hubs are thecore of theregional policy the regional strengths andopportunitiesanalyzed. Wallonia has a strong CCIs development potential according to CONCLUSIONS mechanisms (financialor not). Through theCreative Hubs butalsothrough new tools, services or Invest funds’mechanismsandcollaboration. CCIs accesses to EU programs, improving the Wallimage andSt’Art increasing capacityof theCCIs callfor projects’ system, facilitating Developing more coaching sessionsfor investors, improving and concrete collaboration between both governmental entities. SLG, then buildingthefuture Action Planindialogue,andbuildinga Starting by involving theFWBinCREADIS3project through the international collaborations. velop specificactionsor improve them-among others -through ties, weaknesses andthreats of eachCCIs’ sector inorder to de- It could beinteresting to analyze further thestrengths, opportuni- could bestrengthen inorder to supportterritorial objectives. scope of actionsbetter specified. The common regional strategy The Creative Hubs have to befurther supported andtheir role and nomic andpoliticalsphere. Improving thecommunication strategy. This strong potential needs to bepromoted towards the entire eco- HOW COULD WE FACE IT? 30 CREADIS3 INTERREG EUROPE 31

7/ BIBLIOGRAPHY • • • • • • • • • • et lacapacité créative delaville », HEC Montréal (Québec), 2009. SIMON Laurent, « Underground, upperground et middleground : lescollectives créatifs DGO6-Direction desréseaux d’entreprises, avril 2018. Cartographie desindustriesculturelles et créatives – analyse quantitative, SPW/ juillet 2014. DOUCET Brigitte, « Dossier -Creative Hubs wallons: place aunumérique », Regional-IT, a toolbox for EUregions”, SPW/DGO6-Direction delapolitiqueéconomique, 2014. Wallonia European Creative District, « chaines devaleur, Mai 2014. sité deconnaissanceet lesindustriescréatives et culturelles, dansuneperspective de IDEA CONSULT, Analyse desliensentre l’industrie wallonne, lesservicesàhaute den- économique, juillet 2014. Rapport centralisé Creative Wallonia 2010-2014, SPW/DGO6-Direction delapolitique Rapport sur l’économie wallonne 2018, SPW/DGO6-IWEPS-SOGEPA Les chiffres-clés dela Wallonie, IWEPS,édition2017. EUROSTAT libre deBruxelles, Décembre 2014. étude réalisée par Prof. Dr. Elisabetta Lazzaro pour le compte de l’IWEPS, Université Le poidséconomiquedesindustriesculturelles et créatives en Wallonie et àBruxelles, From policy learning to policy learning by doing, 32 CREADIS3 INTERREG EUROPE Conclusions