I. Basic principles 2 / 3

Table of Contents

I. Basic principles 4 II. Structure of the programme 32 III. Organisation and financing 76 1. Organisational structure 76 2. Financing 80 IV. City infrastructure 93 V. Communication strategy 97 VI. Evaluation and monitoring 106 VII. Additional information 110

Traditional houses in Plovdiv’s Old Town For text and pictures we used 99 pages. Additionally we used 10 supplement pages for the artistic programme and 5 supplement pages for the chapter on financing. I. Basic principles 4 / 5

I. appeal to its citizens, fellow Bulgarians Plug into Europe … by working on and Europeans. The people of Plovdiv European issues that concern many – need to rediscover their identity, sense of together with our European partners Basic principles ownership, purpose and belonging, to boost including our neighbours in the Balkans. their spirit of entrepreneurship and attitude towards the future – in order to be able to Stop the brain drain … by giving space contribute to Europe – not only consume it. to the ideas of young and innovative The ECoC title would be a good start. It people and offering opportunities for 1) a) Why does the city which space... We are proud of the past, but we would show the citizens that culture is education and for building capacities. you represent wish to take part approach it without relating it to the present. still a huge driving force in Europe and in We are proud of the European culture that Plovdiv. This is why we are taking part in Wipe off the dust … by using artistic in the competition for the title built Plovdiv over the millennia, but now the European Capital of Culture competition. interventions to revitalise isolated landmarks of European Capital of Culture? culture seems dispensable to many citizens Here we are, ready to meet the challenge. and neighbourhoods of the city and reconnect and Europe feels far away. We are proud the built heritage to contemporary life. You would think Plovdiv has to have a beautiful, unspoiled Old Town – everything you can wish for in a city but it is a sleeping beauty, not really filled 1) b) What, for it, would Open new horizons … by fostering cultural Plovdiv is one of those European cities with life. We have a huge European cultural be the main challenge entrepreneurship and creative industries. popular with families who want to raise heritage – Plovdiv is older than Athens of this nomination? their children in a large but relaxed city. It and Rome – but like many other historic Mobilise resources … by initializing is the second largest city in the country with cities in Europe it lacks the connection with The main challenges of the effective public-private partnerships for 338,153 inhabitants, favourably located on the contemporary. The ancient heritage is nomination would be: successful management of cultural resources a modern transport route between Zagreb perceived as “merely historic”, an attraction and find ways to get Bulgarian businesses and the Black Sea. It offers all the services for tourists. And yet we dwell on those long • attracting a European audience acquainted with cultural sponsoring. and commodities of big city life along past days of glory and are totally surprised • long-term capacity building with a peaceful atmosphere. It is Southern when we hear that many of our fellow and audience development Enjoy the city TOGETHER … by Bulgaria’s cultural and business centre, with Europeans have never even heard of Plovdiv. • connecting the offers of the moving events from the city centre five important museums, a large variety And even when we talk about people and cultural institutions with the needs into the residential areas in order to of theatres, cultural institutions, an opera togetherness it is problematic. We are proud of their audience/visitors revitalise the suburbs and enhance the and the only Centre for Contemporary Art of the microcosm of European cultural • stimulating diversity and flexibility accessibility to culture for all groups, of its kind in Bulgaria. Despite all this it diversity gathered in our city: of ethnic in the offers of tourism operators especially marginalised ones. lacks the hectic restlessness of other large minorities (Roma, Jews, Armenians, Turks), • letting go of the hand-to-mouth cities in the country. Plovdiv has the largest of new migrants (Ukrainians, Russians, mentality and focussing on long- number of cafés, restaurants, and clubs per Italians, British), of religious communities term strategies for culture 2) Explain the concept capita in Bulgaria and is known as the city (Christian Orthodox, Catholic, Eastern • keeping the project clean and straight of the programme which of Ayliak – a Turkish word, used to express Catholic, Protestant, Muslim, Jewish) – and avoiding too much political influence would be launched if the city a relaxed, laissez-faire attitude to life. The including all the different social groups was nominated European city is distinguished by an 8,000 year old and generations. But looking closer, there Capital of Culture? history as one of the oldest, still-inhabited is no dialogue. One of these groups that 1) c) What are the cities in the world. We seem to have it all: makes up around 20% of the population city’s objectives for the Our whole programme is dedicated to Thracian, Greek, Roman, Slavic, Byzantine, – the Roma minority – even lives in year in question? the simple, but very ambitious concept and Ottoman heritage, a multi-ethnic ghettos where the rest of the citizens avoid The city’s objectives for “Together”. The major idea which all our population and all the richness that cultural going at all – Plovdiv Together? This the year 2019 are: projects and activities are based on is to diversity holds, a lively arts and culture is supposed to be Europe? The diverse, change our city – making a difference in scene, a beautiful Old Town that looks like multi-ethnic, multi-cultural, ‘together’ Blast the ‘ghettos’… by creating long- the way people in the city connect with straight from a catalogue. Plovdiv Together. Europe that Plovdiv claims to be part of? term projects with excluded social groups one another, in the strength and vibrancy of using artistic means to involve and create their communities, and their physical and So what’s the problem? Plovdiv needs and wants to ‘re-join’ cultural capacity, as well as using social emotional wellbeing are more essential for us Everything we are proud of in Plovdiv is Europe – but on a much deeper level than innovation, educational and economic than the increasingly tired arguments about problematic: history, diversity, culture, urban the political. The city has to regain its measures to create long-term resilience. economic benefits. Behind our candidacy I. The Roman Amphitheatre in Basic principles 6 / 7 Plovdiv’s Old Town simply lies the idealistic aim to make the city that keep it connected to its history. ‘Plovdiv With our concept we want to fuse the ethnic a better place for living, and for us culture Together’ has local, regional, national, and social groups in Plovdiv to create is the means to achieve this practical but European and international implications. ‘Plovdiv Together’, transforming the also mental change. At the same time we are It does not only mean ‘Plovdiv Together’ urban space into a cityscape that supports aware of one of the most important problems locally, but also: Plovdiv together with the togetherness, which in turn leads to of the city – the lack of togetherness in Bulgaria, Plovdiv together with Europe. reviving the heritage that gives identity and the Plovdivian context of diversity. a sense of ownership and helps us relax in In practical terms this means going far these times of pressure in order to create If ‘Plovdiv Together’ is a vision, how beyond “original ideas” or “cultural events sustainable growth and development on a can we find our special Plovdivian in unusual places”. With our concept we human scale with and for the citizens. path of unity – among the majority and want to address real strategic issues in From this storyline we have developed minorities (Roma, Turks, Armenians, Jews, Plovdiv. In our programme we do this for four programme platforms: Greeks), different generations (who have example by taking projects out to areas different speeds and lifestyles, different in the city which seem to have the lowest FUSE – breaking down borders upbringings with or without communism), rates of cultural and civic participation (e.g. between social, ethnic and minority people with disabilities, disadvantaged Social Innovation Challenge and the Cultural groups to create ‘Plovdiv Together’ people, but also unity with our fellow HUB), programmes which build bridges citizens in Bulgaria and in Europe. between different communities or groups TRANSFORM – transforming the which are characterised by disconnection city and the people through urban The other question of high importance for and suspicion (e.g. Backyard Stories, the development and education us is how do we re-conquer the urban space Circus School), and programmes which seek and make it a city for all citizens – especially to use participation and engagement as ways REVIVE – bringing culture and heritage considering Plovdiv’s background as being to increase physical, mental and emotional back into everyday contemporary life one of the oldest still-inhabited cities in the well-being (e.g. ART E.R., Animate the world. In this sense it is our ambition to City and Ayliak City). To strengthen this RELAX – promoting sustainable see how Plovdiv contributed to the model approach we have concentrated on finding lifestyles and an appreciation for of the European city in the past, how it partners in Europe and Bulgaria who already culture’s and nature’s beauty contributes in the present and particularly have some expertise and good practises to how it will in the future: How can a place share such as the Ideas Factory (Sofia), Soft like Plovdiv (as an example for other Touch Arts (Leicester), raumlaborberlin 3) Could this programme be cities) find ways of dealing with ancient, (Germany), SIGNA (Denmark), Community summed up by a slogan? modern, communist and post-communist Arts Lab – XL (Utrecht) and < rotor > urban development specifically with regard (Graz) only to name a few here. The programme we have developed to the functions of the European city? can be summed up by the slogan: To put it simply, the Together concept ‘PLOVDIV TOGETHER’ The World Cities Culture Report 2013 (p. 10) required of the city and the Plovdiv 2019 suggests that “culture is the ‘no. 2 strategy’ in team to identify what its major priorities Together is a special word for us. It pops all fields”, meaning that it can always play a are – using also Plovdiv’s Cultural Strategy up in the life of our city at crucial moments major support role when addressing an issue. 2014-2024, the Tourism Strategy and of change. ‘Plovdiv Together’ wants to Building on this basic idea, we developed our the Municipal Development Plan 2014- unite what is now divided in the city. programme around the concept “Together”. 2020 – and on this basis we have designed ‘Plovdiv Together’ means a togetherness This concept is to turn the citizens’ attention cultural programmes which address and of minorities and majorities, of generations, towards ‘Plovdiv Together’, towards sharing tackle those priorities. By using the strategic of different religious groups, an inclusion of cultures and spaces, towards involvement framework of the European Capital of people with special needs, a re-adjustment and participation, to building models of Culture as a driver for such projects, there of urban spaces according to the needs of community learning and building capacity, to is a greater chance of making major steps the citizens, a re-connection of our heritage flat hierarchies and grass-roots movements, towards enduring changes in Plovdiv’s and contemporary culture, a together that to seeing the city as a common, shared space communities and civic life. Together. makes the city a place where people like – a European city of the 21st century with an to live and feel a sense of ownership. inclusive, open atmosphere and vertical roots A recent incident showed us that we have I. Basic principles 8 / 9 a long way to go if we want to achieve Bulgaria) personally prevented 50,000 around 80 local small to medium-size of the main objectives of the Development togetherness. In February 2014 Plovdiv’s Bulgarian Jews, Roma and other minorities’ festivals, celebrations and projects. We Plan is the city’s bid for the ECoC title, main mosque, situated in the very centre deportation to the Nazi death camps and made this choice since the links between together with the implementation of the of the city, was attacked by a group of inspired Christian Bulgarians to unite in an Plovdiv and the South Central Region have initiatives set in the city’s Cultural Strategy protesters following a lawsuit initiated by unprecedented effort of civil society. Our been established over the centuries, and (2014-2024) and The Tourism Strategy the Office of the Mufti claiming ownership artistic programme picks up this incident still today Plovdiv is the most important (2014-2020). The key element of those three over multiple buildings from the Ottoman within the project Backyard Stories. administrative, academic, economic, documents is the declared aim to raise the period which are currently used by different commercial and transportation centre for cultural and touristic capacity of the city cultural institutions, including Plovdiv’s We firmly believe that the similarities within the whole South Central Region (which for the benefit of the European Capital of Ancient Bath Centre for Contemporary Art. us, be it in the different groups in Plovdiv includes the Regional District of Plovdiv Culture programme as well as for the long- The act of violence against the mosque, or the different cultures in Europe, are more surrounding the city, plus Pazardzhik, term benefit of the city and its citizens. however, generated an inspiring response. and stronger than the differences. And after Haskovo, Smolyan, and Kardzhali, with a A group of teenagers organised a flash-mob all it is the differences that give our cultural total population of about 1.5 million people). The local support of the political authorities campaign in front of the mosque a few and social life that flavour and spice that We chose the inclusion of these festivals and has been expressed from the very beginning days later. They were presenting passers- makes it worth living... TOGETHER. this geographical area since the RegionalE of the bidding phase by establishing the by with flowers, “snowdrops for tolerance” cluster provides a series of projects that Municipal Foundation Plovdiv 2019 as they called them. “Life is like a mirror. are very close to the citizens, are often on 27 September 2011 with an official If you smile, you will receive a smile in 4) Which geographical citizen initiatives and aim at preserving and decision by the City Council Plovdiv. return”, was their message. These events area does the city intend presenting a vast variety of traditions, crafts The united political support guarantees assured us that we have chosen the most to involve in the “European and arts that are essential to the heritage continuity in pursuit of the purpose and appropriate slogan for our bid, because Capital of Culture” event? and history of our city and its inhabitants. independence of the organisation’s activities they demonstrate the absolute necessity The whole region of South Central Bulgaria from party and political interests. of finding the true meaning of the word Explain this choice. has expressed its support from the very Since 2012 Plovdiv’s candidacy for ECoC “together” and the fact that our citizens are beginning of this application process. has been supported by all 18 municipalities ready and willing to help us on this quest. After developing the programme and the in the Regional District of Plovdiv and objectives for the city further, the team of by the four regional districts constituting But ‘Together’ is also a call for action Plovdiv 2019 decided to limit the actual 5) Please confirm that the South Central Region of Bulgaria. for other European citizens affected by European Capital of Culture events mainly you have the support of The emphasis with the wider region will the economic recession and questioning to the geographical area of the city of be on cooperation on cultural events in Plovdiv. This means that nearly all major the local and/or regional the European future of their states. For political authorities. the cities (e.g. 80 festivals within the Plovdiv and for Europe we want together events will take place within the city limits. RegionalE project cluster) on an artistic and to mean not just a group of people However, we are open to exceptions that communication level. The municipalities and might present an opportunity to fulfil our Plovdiv 2019 has the unanimous support of forced to live in the same place. Instead, the local and regional political authorities. cultural initiatives which are involved have together should turn into a conscious objectives or to include institutions and expressed their willingness to participate partners with good project proposals. On the local political level this support is choice made by individuals who celebrate expressed by the financial commitment and their support for Plovdiv 2019. cultural diversity by safeguarding of 7.3 Mil Euro for the years 2014- fundamental rights and values we have As for the core geographical area of the European Capital of Culture event, Plovdiv 2020 from the Municipality of Plovdiv. fought for in our city and in Europe. The decision was made unanimously by 6) How does the event Plovdiv’s together is reinforced by is the second largest city in Bulgaria and the administrative centre of Plovdiv the City Council on 1 August 2013. fit into the long-term two specific historical precedents The local authorities have also shown their that touch us deeply to this day: District. The city is situated on both banks cultural development of the Maritsa River, in the central part support by developing strategies and tools of the city and, where In 1885, the citizens of Plovdiv and to foster the capacities of the economic, the region completed the Bulgarian of the Upper Thracian Plain. Its territory appropriate, of the region? comprises 102 square kilometers and the cultural and touristic fields in order to Unification. This act took away Plovdiv’s facilitate the delivery of a European Capital chance to become the country’s Capital, population is currently 338,153 inhabitants. There is one exception that we have of Culture. The purpose of the Municipal For Plovdiv, bidding for European Capital but a unified Bulgaria was a far more Development Plan 2014-2020, which was of Culture is not an end in itself. On the important cause for our predecessors. included into our programme from the very beginning: the RegionalE. This programme adopted by the city council on 23 January contrary: it is a catalyst for sustainable Almost a century later, in 1943, the 2014 is to set objectives and ensure the change, not only in the city’s cultural Metropolitan Bishop of Plovdiv (who will comprise the geographical area of the South Central Region of Bulgaria presenting target-oriented management of the city’s sector, but for its overall development. We would later become Patriarch Kyril of development over the next seven years. One have therefore from the very beginning I. Basic principles 10 / 11 put our efforts into closely connecting the capacity building and audience development for cultural institutions targeting is already attracting creative industries ECoC event and the city’s strategy for aligned with the activities of the city. younger audiences, improving teaching to settle in the area by offering rent- cultural development. In the city’s strategic qualifications through a constant process free production spaces for a year. The documents the event is embedded as an The main goal of the cultural strategy of best-practice and innovative method- project Adata Unlimited will become important step and a driving force behind is to offer a model for sustainable exchanges. This is a very important a meeting ground for international the ambition to focus on culture as a key cultural development of the city. There aspect in the ECoC programme as artists and experts where they can element of Plovdiv’s long-term development. are four intertwined priority areas on well. Projects like Children City at develop cultural entrepreneurship. We fully realise what an economic potential which the strategy is focusing which the Youth Hill and Chitalishta focus the cultural and creative industries hold, Plovdiv 2019 has integrated into the on using innovative inter-disciplinary • Cultural tourism: Currently, in Plovdiv representing 2.6 % of Europe’s GDP with artistic programme in order to translate learning methods: learning through play, this sector is almost entirely connected to a higher contribution than that of the food, the priorities into concrete action: Suggestopedia, autodidacticism, and the rich heritage and its conservation. In beverages and tobacco sector, the textile self-organised learning environment. terms of the strategy, cultural tourism is industry, and the chemicals, rubber and • Dynamically enriching cultural Projects like Adventures in the Museum viewed as a basis for economic and social plastic products industry. For Bulgaria, this identity: Due to its ethnic and Land and a one-on-one art mentorship prosperity and a tool for the promotion percentage is even higher – 3.97%. For religious diversity, Plovdiv has many programme for schools and universities of the city’s image and identity. The Plovdiv it is 3.05% (all figures according identities constantly interacting with challenge the way traditional institutions current tourist packages need to be to an independent study by Observatory one another. Be they local, national, or function and change their focus towards expanded together with the introduction of Cultural Economics, Sofia). We want European, they are all part of the city’s the needs of their target group rather of new marketing and promotional to base Plovdiv’s sustainable economic multiculturalism and will be additionally than fitting into the existing system. activities in the field. The establishment development on culture and the 2014-2024 reinforced through developing cultural of active partnerships between cultural Cultural Strategy adopted in July 2014 education practices and by using the • Cultural and creative industries: institutions, cultural and tourist operators lays the foundation for this. It provides a cultural and creative industries as a Currently, the cultural and creative is essential for any sustainable future clear SWOT-analysis which identifies our force for improving citizens’ quality industries rely on the city’s long development. Plovdiv 2019 contributes cultural capacity as one of the weaknesses. of life and popularising Plovdiv’s traditions in the field of art and to this by launching the Plovdiv Biennial Furthermore, there are some critical deficits identity. Plovdiv’s ECoC bid already culture. This is a stable, even if which will give the city that much in arts marketing and cultural management promises to turn 2019 into a year of largely underutilised backbone of the needed push to develop its promising (especially in public institutions), lack celebration of the city’s multicultural artmarket. On the other hand, there are contemporary art field, improve the of cooperative work or communication identity, and by extension, European notable representatives in the field of quality of the cultural offering and put between institutions of all sectors is visible, multicultural identity. Key projects like contemporary art and culture in Plovdiv the city on the map of up-and-coming outdated infrastructure, a drop in audience Mahala and Backyard Stories highlight which is a prerequisite for dynamism contemporary culture cities in Europe. interest and a lack of diverse and young all of these aspects while including and modernisation. However, the audience members to name a few. many local, national and international absence of good marketing significantly To support progress in all the areas stakeholders into the conversation narrows growth possibilities. It is also addressed in the Cultural Strategy, we will Even though there are significant problems about local and European identities. important to note that another challenge be launching an extensive capacity building in these areas, this is also a chance for the for the development of these industries platform – as a process for developing city to open a new page in its cultural life. • Culture and education: New in Plovdiv is the Bulgarian centralised and strengthening the skills, instincts, The adopted Cultural Strategy includes perspectives for the development of model. About 80% of the companies abilities, processes and resources that our a draft for an action plan. This draft has the sector, including attracting new in the cultural and creative sector are been worked out by more than 80 cultural audiences, enriching and improving the located in the capital although only operators and people who are working cultural offering will require improving 17.5% of the country’s population in the cultural scene, cultural institutions the quality of educational and cultural lives there. Plovdiv needs to diversify and in the municipality of Plovdiv. The projects for children and young people, and improve the quality of the offered strategy ensures that Plovdiv’s municipality and implementing mechanisms for cultural product, update marketing tackles these deficiencies throughout lifelong learning. Some of the areas that and advertising strategies, improve the the strategy’s implementation period will need to be further developed include: connections between various stakeholders from 2014 until 2024. A team of experts introducing cross-sector programmes and focus on international exchange will be responsible for monitoring the between cultural and educational across all areas. In its ECoC bid the city implementation of the strategy. These are institutions, more interactive approach has already developed projects to address the structures that will help the Plovdiv to education, improving online access these goals. For instance the trapApart 2019 team keep all activities in the field of to resources, new marketing strategies project about the Kapana neighbourhood

Workshop Plovdiv, 2014 I. Basic principles 12 / 13 organisations, communities and individuals Ravenna, also including exchange of know- spaces; exchange of practices and work together on a programme of cultural need to build resilience and knowledge. how in the field of mosaics recovery. organisation of joint conferences in activities that will travel out from the two Having developed the Cultural Strategy social innovations. Sienese experts will cities along the Euro-Mediterranean routes 2014-2024 alongside the ECoC goals gives Lecce take part in our project Social Innovation and meet in certain cities (the Balkan Plovdiv the chance to create synergies at “Reinventing EUtopia Together” (a mix Days within Mahala project cluster. Caravan from Plovdiv and Micro-Capitals local and European level as well as new of the mottos of the two cities) is the from Matera). Plovdiv will join Matera in sustainable structures and networks. slogan under which Plovdiv and Lecce Perugia Assisi their project Mobility Camp from Plovdiv to agreed to cooperate on projects dedicated Plovdiv will join Perugia and the Matera following the ancient Via Militaris. to developing peoples’ potential, their municipalities in the Umbrian region to 7) To what extent do you plan educational and job opportunities (Capacity develop comprehensive European social Cagliari to forge links with the other Building and Audience Development programmes within the ELCN (European As both cities are renowned for their city to be nominated European Plovdiv CABADEPLO) and stimulating the Local Communities Network). We will well-preserved ancient Roman theatres, Capital of Culture? In case your participatory work of local communities, also cooperate in organising educational, the highlight of the cooperation between including also minority groups. We will creative, entertaining and formative events, Plovdiv and Cagliari will be joint massive city gets the title, do you plan facilitate the exchange of creative industry workshops and seminars for children as part multigenre performances, based on Homer’s to cooperate with the other artists and lecturers for workshops, of of our edYOUcate project cluster. Further, works, which will combine theatre, music, bidding cities in your country best practices in forum theatre and public through the means of the puppet theatre, we and dance in a contemporary setting. which have been pre-selected? speaking. Good practices and tools (such plan on organising creative labs together, These performances will be first organised as the Network against Poverty in Lecce) including activities with street artists and live in Plovdiv and Cagliari and then travel In this second phase we have deepened will be shared to overcome social and statues, dedicated especially to children. and will be presented on the stages of our relations with the shortlisted cities in economic disparity in our regions through Plovdiv and Perugia plan on organising various Ancient Theatres around Europe. Italy, after hosting a Round Table on the culture (e.g. project cluster Mahala). There joint events and projects exploring the Future of Historic Cities in 2013. This year is also a small Roma community in Salento cultural heritage and links between the Bulgarian candidate cities (2014) Plovdiv held personal meetings and we will work on building a cultural Thracians and the Etruscans (e.g. Thracian If Plovdiv is awarded the title, it will be with the shortlisted cities to discuss ways connection between them and the Roma Traces and Traci versus Etruschi: Il a European Capital of Culture for all of to work together for the coming years communities in Plovdiv. We also plan on ritorno del vello d’oro) and cooperate Bulgaria. We will definitely need the cultural as we found various common aspects initiating research into the influence of Roma on projects related to the mythical capacity of our fellow contestants who have between our cultural programmes: music on Bulgarian and Salentine music. poet and singer Orpheus (e.g. Thracian also invested a lot of effort and preparation Another highlight of our cooperation Traces and Perugian Orpheus 2019). in their bids, and we will endeavour to Ravenna with Lecce is the “Ayliak” and Salento foster cooperation on all levels. In addition, Exhibitions on European propaganda style of life typical for Plovdiv and the Matera we can help the other bidding cities to and new populism produced by both Southern Italian region (e.g. Ayliak With Matera we plan to cooperate on realise their “plan B” programmes and cities between 2015 and 2019 will be City and Salentine Way of Life). unusual urban transformations and street present them in Plovdiv and we can also presented in Ravenna and in the air- art projects (part of Urban Dreams) e.g. support them with promoting the events. In raid shelters in Plovdiv (project Plovdiv Siena through game-approach methods tested in turn, we can work together on promoting Underground). In 2019, a joint summary The focus of our cooperation will be on Matera in the pilot project Basilicata Border Plovdiv 2019 events in their cities. exhibition on propaganda will be the topic of innovations in art therapy such Games. We will also collaborate on new Furthermore, we have already established organised and presented around Europe. as for example brain-control technology music, arts and digital media events which links with cultural institutions and operators We will cooperate in turning neglected and the exchange of professionals and will be organized in unusual places such in other bidding cities (e.g. Hamalogika from emblematic city spaces (e.g. Kapana tools (e.g. Art E.R. and Siena’s Cultural as the Plovdiv tunnel (e.g. Digital Tunnel) Burgas, Ideas Factory from Sofia, Red House District in Plovdiv and the docks area in Emergency Room and Still Dancing). or abandoned tufa quarries in Matera (e.g. Centre for Culture and Debate in Sofia). As Ravenna) into creative arts districts by Moreover, we will work together in the Seeds on the Ground) to demonstrate the the European Capital of Culture in Plovdiv facilitating the exchange of architects, field of jazz music by organising joint importance of music in the life of the cities. will be a pan-Bulgarian event, we also plan designers and creative industry artists events in Plovdiv, Siena and also travelling In addition, we will cooperate on establishing various events of a national character (e.g. as well as of experience and good performances with the participation of the community platforms (eg. as part of the Plovdiv Biennial). The European Capital practices. In addition, we will organise Siena Jazz Foundation and the Academy of Ayliak City and Brickstarter in Matera) of Culture presents an opportunity for us to joint events and festivals in these places. Music, Dance and Fine Arts in Plovdiv. which will allow citizens to take ownership create a lasting network for cultural operators Moreover, Bulgarian and Italian mosaic Other fields of future cooperation of their city and public space and contribute from the whole country who can meet in artists will cooperate in an International include: organising Plovdiv-Siena with ideas about improving the city and the Plovdiv, establish connections, and find Contemporary Mosaics Festival in design workshops for remodeling urban wellbeing of citizens. Finally, we plan to points for further cooperation beyond 2019. I. Basic principles 14 / 15

8) Explain how the event In order for these aspirations to turn into from the Centre international pour les b) to highlight the richness of reality and bring about a sustainable change théâtres itinerants – personal contacts cultural diversity in Europe; could fulfil the criteria listed for the city on a large scale, we are looking that will facilitate future cooperations. below. Please substantiate your forward to working with experienced Plovdiv 2019 intends to highlight the answer for each of the criteria. experts in different strategic fields. We Most of our projects aim to trigger long-term richness of cultural diversity in Europe As regards “The European will involve Neil Peterson from Liverpool developments and events that will continue by focussing on its diverse population of Dimension”, how does the as a strategic community-development after 2019. In this way local institutions various ethnicities and religions through city intend to contribute to adviser and will work with the British will be able to build and expand their projects like the Mahala project-cluster the following objectives: Composer Tim Steiner on community- partner networks, develop their capacity and Grand Romani Glasso (with the based music events, with theatre-director further and offer more and more quality Roma community) and Backyard Stories Brian Michaels (UK/Germany) on artistic cultural products (e.g. Plovdiv’s museums (including different formats highlighting our a) to strengthen cooperation programmes with minority communities through the project Museums of Europe). Jewish, Armenian and Turkish heritage). between the cultural operators, and with the team of Kulturexperten The diversity of 8,000 years of European artists and cities of your Dr. Oliver Scheytt and Dr. Patrick Föhl In return, Plovdiv 2019 wants to offer the culture from Thracian, Greek, Roman, country and other Member as strategic advisers on the capacity wider European project a new perspective Byzantine and Ottoman culture to the States, in all cultural sectors; building programme CABADEPLO. on Eastern and Balkan art and culture. recent communist and the current period The platform called Balkan Caravan will will be showcased in projects like Crossing All of the artistic and strategic cooperation strengthen connections between cultural Hills, Crossing Centuries (making the The European Capital of Culture is a way partners we have already contacted will operators and artists from the Balkans. traces of heritage and cultures on the for us to trigger a renaissance of the cultural undoubtedly add a high level of expertise Plovdiv’s geo-strategic position is a great six hills of Plovdiv visible), Tobacco field, largely ignored during Bulgaria’s and will allow for a much wider reach of opportunity for the city to act as an agent City (about the tobacco warehouses two-decade transition period after the fall of the planned artistic programme. We have in changing the view of the Balkan region from the first half of the 20th century), communism. European Capital of Culture established partnerships with international from a historical and ethnic conflict zone and 4GET (focusing on architectural is an unprecedented opportunity for Plovdiv organisations that will help us raise the into a culturally diverse and shared one. We heritage from the communist era). and Bulgaria’s artists and cultural operators artistic excellence of the projects. Some have already established strong connections to forge long-lasting connections with examples include raumlaborberlin for with institutions and organisations such The richness of cultural diversity in European partners in all cultural sectors urban and social architecture in minority as Belgrade Architecture Week (Serbia), Europe is highlighted by the number of including education, social services, citizen areas, transmediale (Germany) in Tirana Architecture Week (Albania), languages and dialects – and in Plovdiv we participation, sports, and tourism along with digital and contemporary art, Stavanger REMONT (Serbia), Skopje Design Week can contribute with an array of colloquial the more obvious ones such as performing Jazzforum (Norway) and Royal Liverpool (Rep. Macedonia), Music Biennale Zagreb words only used here. The most common and fine arts and literature. We believe that Philharmonic (UK) in the field of music, (Croatia). Balkan Caravan is planned as an one is Ayliak (Айляк) which comes the European Capital of Culture will give us and SIGNA (Denmark) for citizen event to be hosted by a different Balkan from Turkish and literally means “free the opportunity to overcome the widespread participation, to name only a few. city every year and we will urge the future of work”. Nowadays Ayliak is a state of attitude of being a passive audience used European Capitals of Culture from Croatia mind, a state of freedom, easiness and to traditionally local providers of cultural We are focusing on developing projects and Serbia to continue the initiative. calmness, a philosophy of enjoying life – a content. For us the cooperation means that will allow local and foreign artists Cooperating with artists and cultural typical feature of Plovdiv and its citizens’ active participation in cultural productions, to work together side by side and learn operators in our own country and in lifestyle. The project-cluster Ayliak City networks, exchange and management. The from one another. In a project like 2019: Europe gives us the opportunity to share will unite the traditional Plovdivian spirit strengthened cooperation will allow local A European Odyssey Plovdiv’s Drama our experiences with culture as a tool for and European trends and movements audiences to be exposed to new forms of and Puppet Theatres will work alongside developing new practices in integrating such as the slow movement and degrowth artistic expression, increase the cultural their colleagues from Teatro Stabile marginalised groups, decentralising cultural in order to develop a new European capacity of citizens, artists and institutions, della Sardegna and Cada Die Teatro life, and the rethinking of public space. philosophy towards the EU policy of “living allow productions of higher quality through (both Cagliari, Italy) creating together a Plovdiv is open to showcasing the use well, within the limits of our planet”. learning and transfer, attract and develop contemporary interpretation of Homer’s of culture for development in European new audiences and broaden their horizons, works. In Lummix local artists from cities with deep social divisions such as Our project Chitalishta picks up the very and, most importantly, help the city make Plovdiv’s Centre for Contemporary ours. Furthermore, Plovdiv welcomes unique Bulgarian model of decentralised decisive moves towards the long-term goals Art’s network will collaborate with European artists and cultural organisations cultural infrastructure. In the 19th and early and sustainable city development set in their Scottish colleagues from NVA. to access new audiences as well as our 20th century when Bulgaria was part of the the Cultural Strategy 2014-2024 and the In European Fairy-Tales, Bulgarian untapped artistic and cultural potential. Ottoman Empire these cultural community Municipal Development Plan 2014-2020. artists will partner with their colleagues centres had a crucial role in keeping Cyrillic calligraphy on a house in Plovdiv

I. Basic principles 16 / 17

sustainable and inclusive growth. to reposition itself as a cultural tourism • By increasing youth mobility and destination. Although Bulgaria is not the capacity through our capacity building first place that comes to mind as a cultural programme CABADEPLO. tourism destination, and Plovdiv is not one Bulgarian culture and language alive. d) Can you specify how this • By special “exchange points” where of its best known destinations, we know that Today, the significance of the Chitalishta artists from Bulgaria and abroad can if we can attract people to Plovdiv, they will event could help to strengthen live and work together (e.g. artists be both surprised and delighted by what they network is decreasing, mostly due to a the city’s links with Europe? lack of funding, but through involving residences), exchange knowledge find in our city, and word will get around. them actively in our programme we aim and experience and connect with Plovdiv is still too enclosed in its own small at revitalising them, emphasising their the local audience (e.g. the Kapana So, in order to ensure we are successful world. Many citizens here think that Plovdiv basic idea of free access to culture and Creative District and Plovdiv 2019’s in bringing new audiences to Plovdiv, we is a European hub of culture even if that education and presenting them as a good residence in the Old Town). have thought carefully and imaginatively was only true about 2,000 years ago. The practice that we want to share with Europe about how we present our programme, European Capital of Culture is an opportunity to contribute to the current discussion about These are a few examples of how the making it attractive for the European to strengthen the city’s links with Europe: education and open-source culture policies. European Capital of Culture is going to population at different levels. We have strengthen the city’s links with Europe. tried to connect our programme to specific • By waking up and realising that We have many more plans and ideas… groups we think we will succeed in bringing c) to bring the common Europeans are not exactly queuing up to to Plovdiv. For specific groups of “cultural come to Plovdiv – we have to activate tourists” our programme includes: aspects of European all forces of marketing, cultural tourism 9) Explain how the event cultures to the fore? capacities (as laid out in the Cultural could meet the criteria listed • Cultural activities concerning pan- Strategy) and massive cooperation European issues that are interesting For the first time in the history of the below. Please substantiate activities (like the Museums of Europe your answer for each of the to many in Europe for example European Capital of Culture initiative, a project) in order to reach out to European Roma culture and communities in the city using the Cyrillic alphabet (azbuka) audiences, partners and link into criteria. As regards “City and Mahala cluster, heritage of minorities will be designated with the title. Bulgaria European policies (e.g. Bulgaria has not Citizens”, how does the city such as Jews, Greeks, Armenians became the first country to use this adopted the EU School Education Act intend to ensure that the and Turks in Backyard Stories, alphabet when it was developed in the yet which would help modernise school programme for the event… or urban regeneration projects as 9th century. Today around 250 million curricula and teacher qualifications Tobacco City, Adata Unlimited and people use the Cyrillic script – about half – Plovdiv 2019 can help bring these This question gives us the opportunity to Unexpected Urban Transformations. of them live in Europe. We will bring this issues to the top of the agenda). demonstrate in practical terms how our common aspect of European culture to • By acknowledging that the European concept of Plovdiv Together will enable • Projects of high artistic excellence such the fore with the project Cyrillisation. Capital of Culture has already had its us to change the way our city (and our as Plovdiv Biennial for Contemporary effects on pushing the European button: country) is seen by the rest of Europe. It also Art as well as Lummix which will Migration has caused European cities a Cultural Strategy and a Municipal enables us to show how we will make real present internationally acknowledged and their cultures to become more mixed Development Plan 2014-2020 have been changes in the way that Plovdiv connects artists and curators. We have also and we are eager to share best practices, issued setting the priorities straight: the with and provides a vehicle for addressing included renowned partners in our experience and projects in this area with Cultural Strategy is focussing efforts the concerns of its citizens. This is a huge projects such as raumlaborberlin other European cities. Between 10 and on cultural tourism from European step change for our model of governance (Germany), SIGNA (Denmark), Walk the 12 million Roma and Sinti are living in countries and in prioritising transfer which in the past has been very “top down”. Plank (UK), NVA (UK) and FACT (UK) Europe today which makes them the biggest and cooperation with European partners The above two key outcomes which we who are not only invaluable artists and pan-European minority group. With our (one step towards this goal has been intend to achieve if successful in our bid organisations we can learn from but also projects together with minority communities taken by funding internationally well- are fundamental to the successful long term magnets for a wider European audience. we want to contribute to the general connected independent cultural activities social and cultural development of our city. minority discourse on a European level. like the One Design, One Architecture • Activities for special interest groups of and One Dance Week and the Night a) … attracts the interest of the all cultural sectors one example being of Museums and Galleries) – whereas population at European level; the Plovdiv Jazz Nights that will present the development plan sets the priorities internationally renowned musicians and in alignment with the Europe 2020 The 2019 European Capital of Culture is exceptional talents. For contemporary strategy and objectives for smart, an outstanding opportunity for Bulgaria dance lovers there is the One Dance One Design Dinner in the Kapana neighbourhood, 2014

I. Basic principles 18 / 19

stakeholders of the sociocultural scene the kids themselves (age 6-15) will form will be involved in developing the Mobile their own governance structure, elect a Education Centres, the social design project mayor and create their own currency. for an innovative local economy, the Cultural Week, whilst The One Architecture 2020 for Plovdiv which will also feed HUB as well as theatre and music projects. Through digital communication channels Week will attract architecture experts key targets into our Evaluation model. we will encourage young people to take part and afficionados from all over the world, The project trapApart invites artists in projects like Adventures in the Museum and finally there is One Design Week for and creative workers to turn Kapana Land. In order to involve the citizens into design specialists and fans. For people b) … encourages the into a creative industries district by the initiative European Capital of Culture we seeking an encounter with genuine participation of artists, settling and working in the Kapana, are working on developing a strong network Balkan music and art there is the Beauty stakeholders in the putting their energy and vision into of volunteers by involving all interest clubs the transformation of the district. for elderly people, youth organisations, and the (b)East project which will sociocultural scene and the involve hugely renowned artists such as volunteer organisations (such as Time Fanfare Ciocarlia or Goran Bregovic. inhabitants of the city, its With Tobacco City we plan to activate a Heroes) and Bulgarian Youth Red Cross. surroundings and the area civil initiative for the vanishing tobacco • Activities for people with special needs involved in the programme. warehouses. The decay of these emblematic as well as for special age or interest buildings has been a pressing matter for c) … is sustainable and an groups as specified in question 11 about Plovdiv Together is not just a slogan. It is many years. Local activists supported integral part of the long- our special target groups – an inclusive a genuine framework for the co-creation of by Plovdiv 2019 have already proven term cultural and social approach will help attract members of the European Capital of Culture programme the strong presence of civil society in development of the city? European networks and associations by the artists and people of our city. This the city when the demolishing of the of children and youth, disabled people, has led to a huge emphasis on participation. emblematic cinema Kosmos was stopped The fact that the European Capital of volunteer networks, clubs of elderly Involvement and participation are principles, because of our joint protests in 2012. Culture Plovdiv 2019 is seen as an integral people and minority associations. which the citizens in Plovdiv have had part of the cultural and social development little chance to practice very much in the The citizens of the city will be involved in of Plovdiv is visible when looking at In addition, and to use the ECoC as an past. So we should not underestimate the revitalizing the typical Bulgarian institution the Cultural Strategy 2014-2024 and the attractor for more general tourists, we will breakthrough effect which the Plovdiv of the Chitalishta (community centres). Municipal Development Plan 2014-2020 – in use four key strategic instruments to improve 2019 programme can represent for more With the ambition and willingness of all both, Plovdiv 2019 is an important building the visibility of the Plovdiv 2019 programme active citizen engagement and the ability to Chitalishta to develop and innovate and block in the long-term efforts of the city. to as many as possible in Europe: set new standards for the following years. under the guidance of artists, designers and A leitmotif in our strategy is to stimulate sociocultural institutions the population The sustainable effects of the ECoC and • A broad communication strategy sustainable citizens’ participation through living around the Chitalishta will be invited the diversification of cultural life in the as laid out in chapter V – including citizen- and artist-run initiatives and projects. to re-create the centres and fill them with city are inevitably connected to education a strong digital approach new life with the artists of Hamalogika. and capacity building. If we genuinely • A joined up approach to some of the An example for the involvement of a want to use the momentum of the ECoC yet untapped tourism potential with our large group of Roma citizens living One of the projects in the cluster RegionalE to deliver substantial change to the way partners from the Tourism Board using in Stolipinovo is the project-cluster is the solidarity network Rent-a-Baba in Plovdiv works then we have to see culture tools as the existing annual meeting in Mahala where the residents will work which elderly people in villages from the as a connecting force and “second strategy” Plovdiv of international tour operators with local and international artists such region will be invited to host artists and through which to find innovative solutions and new tailor-made tourist packages as raumlaborberlin (Germany), Martin young professionals from Bulgaria and to the priorities and concerns of the city • A strong programme to involve and Kaltwasser (Germany), the theatre director abroad. This residence project will not only and its citizens. But this is only possible activate local citizens – which has proven Brian Michaels (Germany/UK), artists involve people from the region but will if we increase our cultural capacity. to be a key element in making new from the Roma community in Plovdiv and also deal with the demographic problem of international audiences feel welcome Roma organisations from other cities and depopulation of villages and small towns. We intend to introduce a programme and keen to spread the word about our countries such as the World Roma Festival for Capacity Building and Audience city – a passionate and convinced local Khamoro – Slovo 21 (Czech Republic) as Participation of children will be a part of Development Plovdiv (CABADEPLO). This population is without doubt the most well as stakeholders of the sociocultural every project in the cluster edYOUcate, for will function as the sustainable muscles welcoming face we can show to Europe scene such as Indi-Roma 97 and Youth example in Children City on Youth Hill. In and brain of Plovdiv 2019 - with impacts • Drawing these elements together to Club ROMA – Stolipinovo Association the Children City that we will build with aiming into the next decade after the event. strengthen the new tourism strategy 2014- (Bulgaria). Together citizens, artist and children on the highest hill in Plovdiv, A capacity building programme in Plovdiv I. Basic principles 20 / 21 is a complex response to the complexity city can take part in an upward spiral of 2013. The activities they are concentrating and long-term development of the cultural of challenges in urban, social and cultural shared learning and knowledge acceleration. on now are to align and synergise the EU “muscles and brains” in Plovdiv and the contexts. It is a deeply democratic approach The experience of the best European programmes with the plans laid out in region. Soon after the ECoC final decision is to empower our communities, individuals Capitals of Culture shows us that the most the Cultural Strategy 2014-2024 and the made in September this year we will contact and institutions to develop resilience to meaningful sustainability we can create is Municipal Development Plan 2014-2020. the Creative Europe Desk in Bulgaria at the crisis, creativity in finding solutions and the empowerment of our people and the As both documents have been aligned with Ministry of Culture for the Culture sub- independence in thought and action. creation of an enabling environment for the Plovdiv 2019 bid the focus here is on programme and at the Bulgarian National change, innovation and development. We the priority areas of Heritage & Art, Science Film Centre in Sofia for the MEDIA The concrete objectives for the are totally committed to that in Plovdiv. & Education, Plovdiv Brand Products, sub-programme. In the field of media we capacity building process of For as many people as possible. Together. Habitat & Mobility, Social Inclusion, intend to apply for funds with our projects Plovdiv 2019 and the city are: and Cooperation in Development. We Adventure in the Museum Land, Mobile Art • building skills and knowledge (e.g. are convinced that we can closely benefit Labs, Digital Tunnel and Plovdiv Biennial acquainting the local audiences with 10) How does the city plan reciprocally from joining forces in finding for Contemporary Art among others. contemporary cultural phenomena to get involved in or create synergies with EU activities, applying for in Bulgaria and Europe) synergies with the cultural funding and working together on projects The new Erasmus+ programme contains • developing networks and cross- if we are awarded the title. And the several sub-programmes that we can institutional communication/ activities supported by the specific focus on the cultural programmes link into with our projects such as the collaboration European Institutions? of the EU in the context of the ECoC youth capacity building for our capacity • strengthening individual leadership/ will also help the European Policies and programme CABADEPLO, and the management capacity (e.g. educating When we look at our planned activities Cooperation office in return to deliver more European Voluntary Service which allows cultural and touristic operators and for 2019 we find them well aligned support for future cultural development. the exchange of young cultural managers art managers to handle international with the Europe 2020 strategy: We feel between Plovdiv and the Italian cities we and large-scale projects) our plans are smart, sustainable and As for Plovdiv 2019 specifically we see have worked with in the bid, and through • supporting institutions to engage with inclusive – in line with the three priorities potential synergies mainly in the new the same programme young people (age the needs of their audience (changing of the Europe 2020 agenda for smart, Creative Europe programme. The sub- 17-30) from other countries will be able to the traditional top-down approach) sustainable and inclusive growth. programme European Cooperation Projects come and work with us in the Foundation • fostering collective identity and culture of Creative Europe allows us to apply from 2 weeks up to 12 months. In the • facilitating access to resources Our programme is: for funds for example on the level of our context of the European Lifelong Learning whilst at the same time making • smart, because it is an effective One Architecture Week, One Dance Week programme which is now part of Erasmus+ the most of existing resources investment in people and their and One Design Week, for the European the EU is currently working on an Electronic • creating an enabling environment capacities through education, theatre project 2019: A European Odyssey Platform for Adult Learning in Europe cultural research and innovation or the Balkan cooperation project Balkan (EPALE) which is planned to go online in The concrete objectives for • sustainable, because it looks ahead Caravan. The European Networks Fund late 2014. We will tap into this programme audience development are: into the future with the aim of within Creative Europe allows for funding to foster the digital technology capacities • increasing the proportion of enhancing human and preserving of networks such as the creative industries and training of citizens and specialists. the population who regularly environmental capacities hot spots that we are planning on the project The Erasmus+ Sport Funding allows us to engage with the arts • inclusive, because we understand that trapApart and the probable expansion of the promote our projects in the Animate the • developing an audience which is more excluding parts of our community ATHENE Mediterranean Ancient Theatres City cluster of our programme, especially representative of society as a whole (minorities, young people, children, Network. The Creative Europe programme since we are closely cooperating with • improving depth and quality of the elderly) from democratic and is the implementation of the Europe 2020 the Be Active Association, Bulgaria. experience for all audiences policy making issues cuts all of strategy in the field of culture and therefore • facilitating access to culture society off from a large part of the supports the strengthening of cross-border With the financial support of the beyond the city centre potential growth and development cooperations (that we intend to focus on) Employment and Social Innovation and to offer audience development, mobility Programme (EaSI) we can make our projects in the Mahala cluster for the These objectives and outcomes are To access funding and create synergies with of artists and opening new markets for creative activities so that we can plug into Roma community happen on a much larger also built into our evaluation model. the cultural activities of the EU institutions those priorities with our artists residencies and more sustainable level especially Delivering a European Capital of Culture we have Plovdiv’s municipal department and our programme for Capacity Building in the field of education and social is all about the “power of how”. If we for European Policies and Cooperation at and Audience Development Plovdiv innovation such as the projects The Мobile manage the process effectively, it can create our side to help us with their experience (CABADEPLO) which aims at a medium- Educational Centres in Stolipinovo and the momentum through which the entire from the first programming period 2007 - Children reading the Quran in the region of Plovdiv

I. Basic principles 22 / 23 the Innovation in Local Economy through Some of the Structural Funds currently in that they do not receive enough social microbusiness models. Within the EaSI negotiated in Brussels are to be used to benefits, have very low incomes, and so live there are special microfinancing funds make our capacity building programme on the edge of survival. We have created (European Progress Microfinance Facilty, CABADEPLO more relevant in order some projects for this special target group: The Progress Programme; EURES – still to provide better job opportunities and project (Mobile Art Labs) to help them dance evenings and sports events for elderly under proposal for the new period 2014- education especially to young professionals. socialise and overcome their introversion. people, part of the Animate the City cluster, 2020) which are not available directly Another part of Structural Funds should the project ART E.R. which takes place in to entrepreneurs but to selected micro- be used for our project RegionalE in order With the project Children City on The hospitals, retirement homes and institutions finance providers – in Bulgaria specifically to provide transportation links for locals Youth Hill children age 6 to 15 will have for the disabled, where the artists involve to JOB MFI and Mikrofond AD. and tourists to experience the cultural the power to experiment with various people in participating in artistic activities, Plovdiv also benefits from funding activities in the South Central Region. crafts and occupations and to govern an and the project Rent-a-Baba which aims opportunities provided by The European entire city. Projects like Slow Science and to create a new cultural environment Economic Area Grants oriented towards Further synergies will be sought with Europe Slow Education will also be adapted to in abandoned villages in the Rhodope improving the general situation of the for Citizens in the European Remembrance the needs of children through introducing region, by inviting young people to engage Roma community. Three new projects were sub-programme for the project Plovdiv natural ways of acquiring knowledge and with the remaining elderly inhabitants in submitted in May 2014 – one of which Underground planned with Ravenna in air- presenting models for alternative slow innovative cultural and social projects. commits to the digitalisation of Plovdiv’s raid shelters built during communist times education, among them self-organised Also parts of the projects European cultural and historical heritage – including and using the Council of Europe initiative learning environments and Suggestopedia. Fairy-Tales in the Rhodope Mountains, the tangible and intangible Roma heritage. European Heritage Days to bring the Children will also be actively involved in a Bagpiping Gathering in Gela village, The European idea closer to people in Plovdiv. series of scientific and educational projects Pepper & Tomato Festival and others The Environment Action Programme for the such as Children’s Festival of Science, from the project clusters RegionalE and EU, newly proposed by the DG Environment which will include science labs and hands- Ayliak City will involve senior citizens called “Living well, within the limits of our 11) Are some parts of the on experiments and a series of workshops. and intergenerational approaches. planet” has its priorities in the reduction programme designed for In addition, the planned one-on-one of threats to human health and wellbeing particular target groups mentorship programme in schools and Underprivileged Groups linked to pollution, chemical substances, (young people, minorities, universities encourages the creativity and In the course of preparing our programme and the impacts of climate change which etc.)? Specify the relevant activity of young people by working and for 2019, we are constantly considering in turn, links in with our projects in the creating together with European artists. the needs of physically disadvantaged cluster Ayliak City (about Slow Food, parts of the programme people and how to make it easier for them planned for the event. healthy life, environmental awareness Young Professionals to participate. For this target group we and degrowth) and River of Imagination A major problem we have defined in the have prepared different open-air sport and We have built and organised each (creating a sustainable ecological city’s cultural landscape is the necessity of socialising activities with projects like Art project cluster in our programme in interaction between city and nature). establishing a long-term capacity building E.R. and Arouse the Senses. Furthermore, such a way that in 2019 there will be platform for cultural operators as well as the series of art therapeutic exhibitions projects catering to each specific target The programme URBACT III will act as a investing in the further education of young in the project After Art are dedicated to group – children and youngsters, young European exchange and learning programme people which will broaden their professional people with mental disabilities. Practically professionals, elderly people, people with promoting sustainable urban development. opportunities and reduce the brain drain from all events in our programme will be disabilities and disadvantaged people, As we are researching solutions for urban the city. The capacity building programme planned in a way to facilitate the access and and marginalised minorities. Moreover, challenges together with European partners CABADEPLO will not only be an participation of people with disabilities. most events in the programme will in projects like Tobacco City (re-utilising investment in the professional development Another target group which is very provide free access to these groups. the tobacco warehouses from the 1920’s), of young people, it will also contribute important to us and which includes a high Adata Unlimited (wasteland turned into a additional knowledge and expertise to percentage of residents, is the group of Children vibrant artistic and environmental area) or cultural operators in the city and will provide socially disadvantaged people. Art Patronage, Projects for children and youngsters are 4GET (socialist buildings re-cycled) – the cultural managers and experts essential part of the Chitalishta project is a social very important in order to show them URBACT III programme offers ample for the preparation and implementation project directed at underprivileged people new and challenging ways of expressing opportunity to relate our work in Plovdiv of the ECoC projects in 2019. from different social groups. It is based on to similar structures in other European themselves and reaching their inner artistic interventions in aid of disadvantaged potential. Some children, vulnerable to cities, to create sharing and knowledge- Senior citizens people, trying to foster communication social isolation, need special attention. transfer on a large European scale and Senior citizens in Bulgaria are in a socially and dialogue with them and to positively For them we have designed a special rethink urban policies in our city. unfavourable and disadvantaged position, influence their self-esteem and social status, I. Basic principles 24 / 25 thus enhancing their overall well-being. The 12) What contacts has Arts for participation in the first creative many other cultural operators and activities project Social Innovation Days provides district of Bulgaria – Kapana (The Trap) – in the South Central Region of Bulgaria. a think-tank laboratory for creating ideas the city or the body which is a neighbourhood in the centre of and solutions for the social and cultural responsible for preparing Plovdiv. Plovdiv 2019 selected 10 out of On a national level we have contacts with the inclusion of socially disadvantaged people. the event established, 39 candidates and provided them with free Association of Festivals in Bulgaria; to the or what contacts does it studios, ateliers and offices for one year. National Cinema Centre which organises the Minorities intend to establish, with: The open call is a part of our strategy for Festival of Bulgarian Documentary Cinema We are aware of the problems we need to developing the Kapana neighbourhood by and Animation, Golden Rhyton, traditionally solve regarding social exclusion of minority - cultural operators in the city? attracting artists and cultural operators to held in Plovdiv; to the International Music groups, like Roma, Turks, Armenians, as work there. The idea behind the Kapana Academy Orpheus that organises concerts well as the necessity to tell the story of project is that the first participants will stay and master classes with talented children; It is essential for us to work in close co- the disappearing communities (Jewish, there even after the one year grant and that and to the Foundation Musicartissimo operation with local cultural operators in Italian, Czech) and keep their image in others will join, to turn the district into a (based outside the city but implementing order to achieve the “togetherness” we are the collective memory of the city. lively space for the creative industries. the festival in Plovdiv) with its festival striving for. For example Plovdiv Drama Balabanov’s House Music Days International Theatre, the State Puppet Theatre Plovdiv, Backyard Stories is a large-scale project The Plovdiv 2019 Foundation has established Festival in the Old Town with the attendance the State Opera Plovdiv, the Ancient Plovdiv showing the rich cultural diversity of the contacts with the three art-schools and of international participants and guests. Municipal Institute, the Ivan Vazov National city and aiming at bringing people from the Academy of Music, Dance and Fine Besides our institutional partners we are also Library, the Regional Natural History various ethnicities and neighbourhoods Arts as well as with all universities in working to include prominent Bulgarian Museum of Plovdiv, the Bulgarian Museum together by sharing their culture and the city and we will co-operate with artists from other cities in our network. of Aviation, and the Regional Ethnographic traditions. Our goal is to encourage them to them for the cluster edYOUcate and for In March 2014 we organized a working Museum will be some of the most important share their traditions and cultures as well as the project Switch On Plovdiv. Many session with some of the most famous and partners for projects like 2019: A European to facilitate various integration processes. of these institutions are involved in co- influential artists and curators in the country Odyssey and Museums of Europe. We also The history of the invisible communities operations all over Europe. Professors to discuss the concept for Plovdiv Biennial work in close connection with all community (Jewish, Italian, Czech) will be shown in and students from the Plovdiv University for Contemporary Art which is to become centres in the city on the project Chitalishta. a series of interactive autobiographical are working together with the municipal an art event of national value. Naturally Furthermore, we cooperate closely with exhibitions, video installations, and Cultural Department on the cultural as Sofia is also bidding and Bulgaria has a influential NGOs and the initiatives they performances as part of this project. mapping of the city, initiated by Plovdiv very centralised and Sofia-focused approach organise – for the project 4GET we will 2019 as well as on a large-scale historical, in all fields, we will have to wait until we co-operate with the Open Arts Foundation, The project cluster Mahala (the ethnographic and architectural research are awarded the title until we set out on which organises for example, the Night of Neighbourhood) is a programme designed project of the Kapana neighbourhood making more contacts on the national level. Museums and Galleries Plovdiv; the One to help capsulated minority groups in some which is a joint initiative by Plovdiv Foundation for Culture and Arts will have of the city’s neighbourhoods to open up. University, the New Bulgarian University special editions of their three big festivals - cultural operators based Preserving and promoting Roma culture and the University of Architecture, Civil One Design Week, One Architecture Week outside the country? and traditions is one of the priorities in our Engineering and Geodesy in Sofia. and One Dance Week in 2019; The Art programme for 2019. A project of this type Today Association which runs the Ancient In the preparation of the bid we got is Grand Romani Glasso, which celebrates Bath, the first Centre for Contemporary - cultural operators based in contact with institutions, NGOs, the European Roma music tradition. Art in Bulgaria, will work with us for outside the city? international networks, artists and Plovdiv Biennial and Lummix. These and curators from over 35 European In order to foster togetherness and other institutions and NGOs were closely As we are supported by the region around countries, among these are the Roma cultural exchange between different social involved in the development of the artistic Plovdiv we are going to put a spotlight on Education Fund (Hungary), the National groups we have created the project cluster programme and all projects mentioned the many festivals and celebrations of the Instituion Museum Kumanovo (Rep. Animate the City. It includes projects above were initiated by our local partners. rural areas in our project cluster RegionalE Macedonia), Asociatia Smart for Change for children, elderly people, disabled and have made contacts with the cultural (Romania), and TAC Theatre (Malta). people, disadvantaged groups, and ethnic In order to strengthen the cooperation operators of all festivals in the region, e.g. We have informed all European embassies minorities. For each target group there with cultural operators and institutions the Bagpipe Contest in the village of Gela, in Bulgaria and cultural centres about our will be specific training programmes, and to focus on the development of the Beglika Festival in the Rhodope mountains, intention to work with them in the future workshops, seminars, aiming at promoting creative industries in 2014 the Plovdiv 2019 the Rose Festival in Kazanlak and Karlovo, and will tap into the existing European sports culture and a healthy lifestyle. Foundation made an open call in cooperation the KUKOVE International Festival of and international contacts that most of the with the One Foundation for Culture and Kukeri and Masquerade in Rakovski, among cultural operators in the city have – e.g. I. Basic principles 26 / 27

Austrian Musical Weeks, the Francophone art.homes (Germany), European Fund for Contemporary Art Sofia, and transmediale into the uniting force, forging the Songs Competition Golden Key, the for the Balkans, Balkan Traffic Festival – Festival for Digital Art and Culture Berlin. togetherness that we strive for. project Remarkable Traces – Bulgaria, (Brussels), One Foundation for Culture Indonesia Days in Plovdiv, Year of Russia and Art (Bulgaria), Istanbul Design Week For the cluster EUrhythmica about Breaking down borders in Bulgaria, and Days of Japanese Culture. (Turkey), Tirana Architecture Week European music we have established Recognizing culture as a basic instrument (Albania), Belgrade Architecture Week contacts with the Balabanov’s House Music for achieving social proximity and dialogue Another important aspect is our aim (Serbia), Zeppelin (Bucharest, Romania). Days International Festival (Plovdiv), the regarding minority groups in the city, is an to make Plovdiv a member of several Chamber Music Festival Plovdiv, Sounds important step in dealing with problems of international networks. We have built The cluster Urban Dreams on urban of The Ages – Rock Festival (Plovdiv), integration. The innovation in the project contacts with: Connecting Cities Network development and revitalisation will be Plovdiv Jazz Nights, the Оpera Open cluster Mahala for example lies in the (for the project Lummix), ATHENE developed in a partnership with Stiftung Festival Plovdiv, the International Folklore implementation of a holistic approach, Mediterranean Ancient Theatres Network Freizeit (Germany), Studio 8 ½ (Bulgaria), Festival Plovdiv, the Vegetable Orchestra aiming at breaking the vicious cycle of (Spain/Italy/Croatia) (for 2019: A European the international network Wasteland (Vienna), Stavanger Jazz Forum, Accademia illiteracy, unemployment, poverty, and Odyssey), European Assotiation of Folkore Twinning, Ravenna 2019, One Architecture di Belle Arti di Napoli, Compagnie social and cultural isolation by creating Festivals (Plovdiv Calling Balkan Music, Week (Bulgaria), Belgrade International Ghislain Roussel (Luxembourg), Tallinn innovative solutions in the fields of education RegionalE), World Institute of Slowness Architecture Week (Serbia), Tirana Music Week (Estonia), and International and the local economy and by encouraging (Ayliak cluster), Time to Talk – European Architecture Week (Albania), GeoAIR Atlas Symphony Orchestra (Germany). participation in socio-cultural processes. Houses of Debate (4GET project), and (Georgia), Art and Cultural Studies the Nomad Dance Academy Network Laboratory (Armenia), and also with the All the partnerships we have established Building Capacity (Chitalishta project) to name but a few. Ancient Plovdiv Municipal Institute, and plan to establish are based on the Learning from the experience of other Municipal Enterprise for Tourism Plovdiv idea that European Capital of Culture is a ECoC we are planning to focus on capacity One of the most important goals for us is and the Open Arts Foundation (Plovdiv) stimulus for sustainable transformations building through the Capacity Building to stimulate the cultural exchange in the among others. In terms of trapApart – in the cultural sector of the city. We aspire and Audience Development strategy Balkans where we have established contacts Kapana Creative District we have made to use the Plovdiv 2019 Foundation as a (CABADEPLO), an innovative tool-set with partners like: Balkan Music Square contact with other creative districts around networking platform which connects local to foster skills, abilities, processes and Festival (Rep. Macedonia) for the music Europe, with whom we will exchange know- cultural operators, institutions and artists resources of local and regional organisations, project Plovdiv Calling Balkan Music; how, projects and good practices. Some of with organisations working on similar issues communities and individuals. Examples with Remont (Belgrade) and Apartament the confirmed partners for the project are: from abroad. Establishing these contacts on a from our artistic programme are Stollywood project Istanbul for the Plovdiv Biennial; The bRAin (Ravenna), Cultural Kitchen long-term basis beyond 2019 is an essential (Film, theatre, photography academy in Skopje Design Week and Istanbul Design (Helsinki) and Lighthouse (Brighton). factor for future cultural development Stolipinovo), Circamion Circus School, Week for One Design Week in 2019. and intercultural dialogue in Plovdiv. and a one-on-one mentoring programme For the projects in the Ayliak cluster we in schools as well as art management Name some operators are working with The World Institute of training programmes and cross-institutional with whom cooperation is Slowness, and the Research & Degrowth 13) In what way is the cooperation networks which are essential for Organisation Barcelona, Slow Food Bulgaria, proposed project innovative? the successful development of projects like envisaged and specify the type Lecce 2019, Aware – Studio for Architecture, Plovdiv Biennial and Museums of Europe. of exchanges in question. Za Zemiata/Friends of the Earth Bulgaria Looking for solutions to overcome the and the Bulgarian Association of Sciences. challenges and gaps in the socio-cultural Digital strategy / Developing audiences For the cluster Mahala we have For the clusters Art for a Forgotten environment of Plovdiv, we came up with Digital innovation offers a new basis for confirmed partners like the Youth Club Future and Time Machine, dealing with different innovative strategic approaches, education and capacity building (e.g. in ROMA – Stolipinovo Association, contemporary art and putting our heritage which will form the basis for creating Adventures in the Museum Land) and the Ideas Factory (Bulgaria), LEAD in a contemporary context we have an enabling environment for change, an innovative approach for audience International (UK), the Independent established partnerships with the Sculpture stimulating civic engagement, generating development. For example, in Digital Theatre (Hungary), the studio for art and Network (Germany), NVA (UK), Public creative synergies and effective togetherness Tunnel we plan to use augmented reality architecture raumlaborberlin (Germany), Art Lab (Germany), < rotor > (Graz), among all social and ethnic groups: and tools like Google Glass, which Roma Education Fund (Hungary), and Remont (Serbia), Teatro Stabile della according to experts, will be cutting- Caravan Circus Network (Belgium). Sardegna (Italy), Apartment Project (Turkey, Working Together edge technology in the next five years. Germany), Foundation for Art and Creative In a city like Plovdiv where people For the projects in the cluster Beauty and Technology (UK), Creative Lighting often have a difficult time working Cross-cutting the (b)East we will work together with (Greece), Company 14:20 (France), Institute together the ECoC project has turned The interdisciplinary interaction between I. Basic principles 28 / 29 artists, citizens, business and creative long run are ecology, tourism, economy title include connecting local, regional investors and visitors and stimulate the industry representatives, environmentalists, and urban infrastructure. With the aim of and international artists and operators economy of the city in the long run. Our entrepreneurs, and scientists is quite changing Plovdiv into a desirable place to in order to develop an international projects will increase people’s sensibility new to our community and will help live we also expect to influence some of the network that allows co-operation on a to urban changes and development. to find innovative approaches towards alarming demographic problems such as European level. The long-term effects cultural and other challenges. the brain drain and the departure of young will be the increased visibility of local SOCIAL EFFECTS people. We expect the following positive cultural production in Europe and a • ‘Plovdiv Together’ is about social change. Contemporary mindset changes in the cultural, urban and social mentality transformation towards culture. One of its medium- and long-term effects Finally, our efforts at thinking in a sector, some of which have already begun: is the change that it can bring about in contemporary, up-to-date way, instead of, URBAN EFFECTS breaking up the segregation and exclusion as it was, being wrapped up in routine and CULTURAL EFFECTS • An important aspect in our programme of different social groups in Plovdiv: backward-looking thoughts of past days • The title would be an important step is the re-thinking of architecture and e.g. minorities and underprivileged of glory, are innovative for Plovdiv. in decentralising cultural life which is cultural heritage and putting them into people with low education (e.g. Mahala traditionally concentrated in the centre. a contemporary context. Abandoned project), disabled people (Art E.R.), Our approach to the future, with the Our programme covers neighbourhoods, buildings like the tobacco warehouses and different generations (Backyard project ECoC as a stepping stone, is to towns and villages around Plovdiv and (project Tobacco City), Bratska Mogila Stories). The ECoC programme will apply culture as a strategy to support even will stimulate culture in the region. and Kosmos Cinema (project 4GET), create more active participation among seemingly culture-unrelated issues and thus • A keyword in our programme is “access the Kapana district (trapApart) will these groups through involving them tap into what seems to be a valid approach to culture”. Our projects are not only be revived through contemporary art, in the process of making culture. in other European countries. Through this geographically close to people but are architecture, dance, and theatre. • One of our goals is to involve many innovative approach the residents of our also oriented towards diverse groups and • The European Capital of Culture is a citizens, provide opportunities for city will have the chance to experience new communities, their needs and interests, chance to re-establish an old but often cultural entrepreneurship, and increase cultural and social activities and values, and towards stimulating citizens’ forgotten relationship between the six the mobility of culture and audiences add new experiences to their lives – and participation in cultural life (e.g. the remaining hills of Plovdiv and the city in the city. Through innovative, by their united effort and energy put the project cluster Mahala or Art E.R.). (e.g. Crossing Hills, Crossing Centuries). participative and international projects city back on the map of European cultural • Through offering innovative artistic The projects in the cluster River of such as Lummix, Plovdiv Biennial or the cities. It is what we owe to Europe. projects we also strive to approach Imagination aim at re-integrating European Fairy-Tales in the Rhodope people who are currently not the Maritsa River and Adata Island Mountains we aim to enhance the connected to cultural life. This way into the heart of the city by artistic attractiveness and quality of life in the 14) a) If the city in question we will develop new audiences and interventions and urban development. city which will stimulate young residents is awarded the title of new forms of participation (e.g. • In order to create more space for to become more active and change the European Capital of Culture, Chitalishta and Ayliak City). culture, existing art spaces such as the demographic structure of participation what would be the medium- • Through intercultural dialogue and Ancient Bath, the concert hall and the in and production of cultural products. co-operation at European level we will building of the Union of the Plovdivian • Plovdiv 2019 will urge and support and long-term effects of the stimulate the local scene and young Artists will be renovated and new the development and implementation event from a social, cultural artists on the one hand; on the other, ones will be built. We also plan the of important infrastructure projects and urban point of view? we aim at artistic excellence that can construction of a mobile multifunctional and foster cultural entrepreneurship to attract audiences from all around stage for concerts and contemporary boost the local economy creating new Our ultimate goal is to use the potential the world (e.g. Plovdiv Biennial). dance which can be moved to different job opportunities for the unemployed, of culture for change. The programme of • A Cultural Strategy for the next decade places. The building of two temporary for the educated who need more Plovdiv 2019 should preferably lead to a has been developed in a parallel and exhibition halls to host, for example, professional qualifications and for transformation of people’s perception of their connected process including over the Plovdiv Biennial is also among professionals who are needed for new city and their own role in cultural life. We 80 representatives from the cultural the planned infrastructure measures. sectors of the creative industries. In believe that this mentality transformation sector and several public round table The infrastructural projects and urban order to guarantee the sustainability of is the key to long-term changes in politics, discussions. The strategy connects the innovations the city plans will open the effects of ECoC we have developed policies, social issues, education and citizen’s medium- and long-term objectives up space for the large-scale projects a platform for capacity building – participation which are all ways to put of the ECoC with an action plan that of 2019. Moreover, the new structures CABADEPLO – which is incorporated Plovdiv on the cultural map of Europe as a will be implemented irrespective will not only remain beyond 2019 but in all our projects and is oriented towards vibrant cultural destination. Other sectors of the outcome of this bid. also provide a basis for further cultural creating new audiences and stimulating which will be influenced by ECoC in the The medium-term cultural effects of the development. This in turn will attract cultural management capacities. I. Basic principles 30 / 31

In the long run the European Capital of journalists, and activists who initiated in the city who are also involved in the political spectrum represented in the Culture can have an effect on people’s this process remain to this day part of proposed artistic programme. Among them Municipal Council in support of the cause. image of their city, their self-confidence and the organisation’s Board of Directors. were Plovdiv’s community centre network motivation to stay in Plovdiv. This can lead (Chitalishta), the national and municipal In parallel to the bidding process the to a decrease of migration from the city and In the first stages of its work the foundation cultural institutes like State Opera Plovdiv, Municipality of Plovdiv has developed a to an increase of people who settle here. launched an open call for project ideas Drama Theatre Plovdiv, State Puppet cultural strategy for the period 2014-2024 about the general concept of Plovdiv’s Theatre Plovdiv, the Regional Historical, including over 80 representatives of the ECoC bid. 35 teams and individual authors and Ethnographic Museums, the National cultural sector in a series of specialised 14) b) Do the municipal participated in the contest and the ideas Aviation Museum, the Museum of Natural work groups and public discussions. This authorities intend to from their proposals were used in the next History and multiple smaller, privately- highlights the city’s willingness to start make a public declaration step of the development of this application. funded cultural operators such as the Art the long-term process of transforming of intent concerning the Apart from that, over 120 people took part Today Association, Kosmos Collective, traditional models in cultural policies in in public discussions, brainstorming sessions Studio 8½, Hamalogika, the Open Arts Bulgaria and in Plovdiv and has connected period following the and round tables aimed at determining the Foundation, the One Foundation for Culture the bid with all major cultural, educational year of the event? bid’s focus and objectives. These events and Arts, and the Ideas Factory Association. and touristic operators in the city. were led by professional moderators and the They have all contributed to the proposed The City Council of Plovdiv has results were incorporated into this book. bid with projects, ideas, and manpower. On an international level we are thrilled unanimously signed a Declaration of Intent, that we have managed to involve numerous which states the commitment for the period All of these public discussions made us The second level of work on this bid artists, artistic collectives and organisations following the year of the event as follows: realise, however, that it was crucial to start involved engaging citizens of all ages and in the development of this application “We guarantee that we will work for the working on what we identified as problems backgrounds: as volunteers, ambassadors and the artistic programme. Some of our sustainable development of culture in in Plovdiv’s cultural sector right away, and most importantly, participants in the partners like SIGNA, raumlaborberlin, art. Plovdiv throughout the candidacy period not through discussions, but by offering development of the bid. The Foundation homes, and Centre international pour les of the city for European Capital of Culture, opportunities to the cultural operators to took part in the organisation of many theatres itinerants are just a few examples of both in 2019 and in the subsequent years increase their cultural capacity. As a result local events and festivals thus creating a artist groups that have actively participated so that Plovdiv remains one of the most in 2012, the foundation initiated a funding wide network of volunteers. Additionally, in the development of project concepts significant European cultural centres.” programme for cultural projects aligned with meetings were organised with social proposed in the artistic programme. the concept of Plovdiv’s bid. This ensured and activity clubs for the elderly in the participation of more cultural operators Plovdiv and the surrounding region, local Our connections with the Italian candidates 15) How was this application and helped in the capacity-building process student and volunteer organisations like were strengthened as well. During the designed and prepared? in the cultural sector. Local artists and AIESEC, National Alliance for Volunteer second stage of the competition cooperation institutions played a very active role in the Action, and Rotary Club Plovdiv. The agreements on specific projects were Delivering this bid was anything but a preparation of the bid with over half of the Foundation currently works with over 100 developed with all of the shortlisted simple task. For a city where 10 people projects in the artistic programme coming volunteers of all ages who participate in Italian cities: Cagliari, Lecce, Matera, have 11 opinions on the same subject from them, while the rest were developed by events supporting the city’s ECoC bid. Perugia, Ravenna, and Siena. It was getting this far is a triumph in itself. But the foundation’s artistic team aligned with decided that projects for 2019 will be this experience showed us that we can the objectives of the bid and based on input We were surprised by the effect the developed together and cultural operators work together and that all the goals we by local citizens and European partners. application process has had on Plovdiv’s from Plovdiv and the Italian cities will be have set for ourselves and for our city are citizens. At first they were cautiously encouraged to cooperate more closely. attainable as long as we use the right tools While in the first stage creating the overall hopeful. After Plovdiv became one of the to activate Plovdiv’s sleeping potential. frame of the programme by collecting shortlisted candidates in December 2013, This bid is Plovdiv: a celebration of all interesting ideas was the priority, during however, they finally allowed themselves that it is, and a hope for all that it could It all started in 2010 when a group of the second stage we invited the local to hope that something good could happen be. We are humbled by the overwhelming Plovdivian artists and intellectuals united and international artists and institutions in our city. In the past few months, dozens enthusiasm, and positive support we have their efforts and decided to work for the to develop their project ideas further in of people have visited the Blue House, sent found along the way. Every contributor city’s bid for European Capital of Culture. concrete details and involve European us emails and Facebook messages simply inspired us to be more creative and to aim This grassroots movement received the partners. In March, April and May 2014 to wish us luck and to offer assistance higher. For this we are profoundly grateful. support of the municipal authorities and the over 50 individual and group meetings in any way they can. Even on the local Plovdiv 2019 Foundation was established took place with representatives of most political scene Plovdiv’s candidacy managed soon after. Several of the artists, writers, of the cultural institutions and partners to unify political parties from the entire II. II. Structure 32 / 33 Structure of the programme

1) What structure does the citizens develop a sense of place and identity, a sense of ownership and community, not only city intend to give to the year’s locally, but also with our fellow Europeans. programme if it is designated The project clusters are Mahala – The “European Capital of Culture” Neighbourhood, Beauty and the (b)East, (guidelines, general theme of and RegionalE. the event)? How long does the programme last? TRANSFORM means the re-thinking and re-cycling of forgotten and unused urban The storyline spaces, as well as new ways of perceiving The programme of Plovdiv 2019 is dedicated them. Transform is also about new approaches to what might seem a banal task at first sight: to education and youngsters, transforming bringing Plovdiv together – which is not only citizen’s perspectives and opportunities. the slogan but the general theme of the event. Project clusters here are: Urban Dreams, All the events and projects in our programme edYOUcate, and River of Imagination. follow the basic storyline: We want to fuse the groups in Plovdiv to create ‘Plovdiv Together’ REVIVE focuses on finding new ways which leads to a will to transform the urban of preserving and presenting the past and space into a shared place for people, which the tangible and intangible heritage in the in turn helps in reviving the identity and the contemporary context: making it a part sense of ownership of culture and heritage of everyday life rather than just a tourist and helps us relax in these times of pressure attraction. Revive is aimed at motivating in order to create sustainable growth and people to participate in culture and at bringing development on a human scale with and for the culture to where the people are – thus citizens which again helps to fuse the different integrating it more into everyday experience. groups in the city closer together… The project clusters dealing with this issue are: Culture Meets People, Time Machine, and The structure Аrt for a Forgotten Future. The projects and project ideas are structured in four project platforms (FUSE, TRANSFORM, RELAX is dedicated to the necessity REVIVE, RELAX), which comprise a total of of converting Plovdiv into a city with a 12 project clusters including initiatives, events, sustainable development, providing a high festivals, framework programmes, and social well-being index for its inhabitants and activities. visitors, free time for slowing down the tempo, doing sports and attending cultural FUSE is the project platform that covers activities. Why not show how a city on the integration between ethnicities, generations, “edge” of Europe can become a good example territories, different social groups and religions. through finding lifestyles and production Our goal is to bring the communities and methods in line with the Europe 2020 generations closer, to overcome inertia and vision of “sustainable, smart and inclusive” exclusion, to create a more positive perspective growth? Basic project clusters: Ayliak City, and confidence in regards to the city, so that EUrhythmica, Animate the City. The setting the bigger picture of issues being discussed Partners: Beneath each of the project and tackled in other parts of Europe – this is clusters we have listed ‘confirmed partners’. what made it easy to find partners all over This means, all of these partners have been Europe who are eager and enthusiastic to contacted and have agreed to get involved work with us on our themes since, as they and work with us on the projects if Plovdiv often told us, they could easily relate to the will be ECoC 2019. Many of these partners subjects or had already worked on similar have given their input and ideas on the issues in other countries. projects. Projects: So far most of the projects we are The duration presenting are at a conceptual stage – we The programme will start in January 2019 have the idea, the vision and the partners we and run through the whole year until the end will organise them with. Some are already up of 2019. However, sustainable structures and running, for example Social Innovation need time to grow which is only possible Days, trapApart, and some others.We have in a long-term approach. Thus some of the deliberately avoided mega-events that do projects will start in the period 2015-2018 not link in with our objectives. However, we and will go on beyond 2019 – especially will develop our programme further if we are the projects which focus on social issues selected and will include ‘missing’ projects. and urban development, but also networks, Basso Continuo: The underlying key note in cooperations between institutions and all of the projects is the strategic approach to structures established during the ECoC phase the long-term development of capacity and (see timeline overview). The main focus new audiences. The programme for Capacity for the audience-related programme will lie Building and Audience Development Plovdiv in 2019. We plan to open the programme will be developed alongside the projects officially in January 2019 and synchronise and integrated into them, facilitated by a it with the opening of the Italian ECoC. The CABADEPLO coordinator in the structure of ceremony will include the ritual burying of a the organisation. time capsule which will be opened in 2032, European and Balkan connections: As when Bulgaria will host the ECoC event for we were developing our project concepts the second time. In keeping with our goal to we were confronted again with the fact that decentralise cultural life, the opening will it is much easier to find partners in Western include parallel events in different districts in and Central Europe than it is to find partners the city. from Balkan countries. We will continue our efforts to link our projects with partners from Eastern European and Balkan countries. Plovdiv 2019 is a chance to turn around the 2) What main events will habit of artists and organisations from the mark the year? For each one, Balkans to ignore cooperation opportunities please supply the following with their next door neighbours. Producers: Most of the projects will be information: description of the produced as either productions from our event / date and place / project partners or co-productions between the partners / financing Foundation and one or more partners. Only a limited number of projects will be produced The main events that will mark the year by the Foundation itself. are laid out in the overview timeline to the European relevance: In the process of right and on the following pages. Some of transforming the objectives into project the additional projects we propose are to concepts we have focussed on themes that be found on the supplement pages I - X are important for Plovdiv but also relate to scattered throughout the artisitic programme. Roma children in Stolipinovo

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Plovdiv 2019 will develop the building multipliers in the community; into a socio-cultural centre for the Roma/ ► Space for artist residencies Turkish community in the city. The (community and international); process of rebuilding it will actively ► A space for community art: involve representatives of the local Roma Stollywood, Community Theatre, FUSE and Turkish communities in cooperation knowledge-transfer workshops between with the Berlin-based architecture studio professional artists and amateurs – breaking down borders between raumlaborberlin and the architect Martin education for talented young people; social, ethnic and minority groups Kaltwasser. With the participation of local ► A hall for exhibitions and to create ‘Plovdiv Together’ key players and the raumlaborberlin presentations, gallery space and stages experts a community space and a children’s for innovative artistic projects: the playground will be built from found Hub will be a co-working space for objects and waste materials. The urban the arts and the creative industries; Mahala transformation of the Roma neighbourhood ► A café and a restaurant offering Art and Culture for Togetherness will be based on the needs and ideas traditional Turkish and Roma cuisine. of the local community (the need for a The inclusion of Sinti and Roma communities with their specific life-style is a pan-European issue. playground where children can play safely In Plovdiv the Roma population is considered to be close to 80,000 which means about 20% of the was expressed by many locals during city’s total population. Many of them claim to be of Turkish or other origin and only a small our work visits in the community). STOLLYWOOD percentage self-identify as Roma. In Plovdiv these communities are concentrated in four areas: The hub’s role will be to empower Stolipinovo, Sheker Mahala, Hadji Hassan Mahala and Arman Mahala. With its population of over the community and foster civil Together with our partners from 45,000 people, Stolipinovo is one of the biggest ghettos on the Balkans. We use the word “ghetto” participation and decision-making Independent Theatre Hungary we will because few non-Roma ever go there and inhabitants are often 15 or 16 years old before they even through the following elements: create the Stollywood Academy where Roma set foot outside of the neighbourhood. ► A hub for connecting activities in youth will get the chance to participate in There have been many initiatives in the past but with the enormous driving force that the European Stolipinovo to others in the city; a the production of short films and theatre Capital of Culture title constitutes, we are about to embark on a much more sustainable, integral place for networking, debates, lectures, performances, and learn basic theoretical and coordinated approach towards the inclusion of segregated minorities in Plovdiv that – if conferences, exchange of experience and and practical cinematography and take part successful – will be shared as best-practice example with cities in South-Eastern and Central information – all based on alternative in photography workshops. We would like Europe, where similar problems occur. techniques such as Forum Theatre (after to involve renowned Romani filmmakers Thanks to functioning best-practice examples of Roma integration (e.g. the Health and Educational Augusto Boal), which turns the audience like Emir Kusturica, Danis Tanović, Tony Mediators Network, the ‘Land – Source of Income’-Foundation in Plovdiv working on the rural into active decision-makers capable of Gatlif. The Slovakian Roma Photographer level) we know that sustainable development can only be achieved using an integrated long-term solving real social problems, methods Artur Čonka has already expressed his approach with educational, economic and cultural tools, establishing a trust-based relationship with including Community Mapping, Open interest in the project. This project will the community, not looking for quick results, but focusing on the big picture instead. Space Technology, the World Café help young people express themselves European Capital of Culture will be a stepping stone in this strategy especially by bringing different dialogue methodology, and others; artistically and share their world, lifestyle actors in the city to work together and combine different approaches. The programme we envisage ► Roma Radio headquarters: with our and opinions with a broad audience. integrates two essential steps for a sustainable development: partners from Radio Partin Amsterdam Through a series of qualification courses ►Art Revolution: Stolipinovo Cultural HUB + Stollywood (theatre, film and photography we will create a radio programme, stream in acting, photography, costume design, news, popularise the ECoC artistic projects academy) in Stolipinovo and establish connections ►Social Impact Evolution: Innovation in education + Innovation of local economy + Social with different Roma communities in Europe; innovation ► An interactive multimedia exhibition/ ART REVOLUTION with the support of Plovdiv’s Municipality. oral history project celebrating the Last year Plovdiv 2019 became an active culture and traditions of the Roma/ part of this process by signing a cooperation Turkish communities – an attractive centre for both local people and tourists; THE CULTURAL HUB agreement with the local organisation now officially responsible for the building’s ► A Healthcare centre offering health- management. Gradually this place is being education courses and campaigns (on personal hygiene, prevention of Within the last couple of years an abandoned recognised as a centre for community life where people can celebrate their rituals and unintended pregnancy, drug addiction, building in Stolipinovo has been cleaned and STDs, etc.) also for consultants and partially refurbished by local Roma leaders organise community events.

Roma children in Stolipinovo Roma family in Stolipinovo

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The profit will be partly reinvested back best ideas will be presented to and get the into the community’s wellbeing. Another support of the local government, business planned project is a micro-financing organisations, and NGOs. The first edition of model for women including basic financial the Social Innovation Challenge took place training, thus empowering the most screenwriting, make-up, editing, etc. young Education Fund and the Youth Club between 11 and 15 April 2014 and by turning vulnerable groups in the communities. people will develop professional skills. At ROMA Plovdiv we have developed a it into an annual event we hope to engage One of the social-enterprise ideas that will the final stage of their work the students complete set of innovative educational more citizens to become active participants be implemented is the BPO – business- of the Stollywood Academy will present and social solutions since art and culture in the process for cultural and social change. process outsourcing, in which people of photography exhibitions, short films and are proven strategies. However, in this This project aims at creating new support all ages can gain basic computer skills and theatre performances – coproductions with specific community they also have to be microsystems and re-evaluating obsolete literacy while at the same time earning a students of the Plovdiv Arts Academy, under accompanied by a social dimension in social services, as well as generating living. An employment platform will be the co-direction of professional film and order to create a more sustainable basis. innovative approaches for involving created in cooperation with our regional theatre directors involved in the project. businesses in project sponsorship. partners from the Indi-Roma 97 Foundation The films’ premieres will take place in their that will connect jobs in the business sector, own neighbourhood first and then spread Innovation in The Changemakers Academy helps municipal and governmental institutions to other parts of the city, the country and EDUCATION young professionals develop personal and NGOs, with unemployed people after Europe through our partners. A selection and interpersonal skills necessary to they have participated in special educational of Stollywood’s artistic products will be The Mobile Educational Centres in catalyse social change. The traineeship programmes and qualification courses. presented at the World Roma Festival Stolipinovo will be co-facilitated and used programme focuses on achieving social Khamo in the Czech Republic in 2019/2020. by students of all ages: children, teens change, methods for bottom-up decision- and adults. Shifting the leverage point making and networking events while With the Community Theatre project SOCIAL implementing original group projects in education could profoundly change INNOVATION CHALLENGE director Brian Michaels, founder of the the situation of the Roma population not ideas. Ten of the teams which took part first immigrant theatre in Germany, Teatro only in Plovdiv. Stolipinovo’s educational in the Social Innovation Challenge in Siciliano/Gallus-Theater, will create centres will facilitate access to education, The project applies a process-oriented 2014 received scholarships for the first performances throughout the neighbourhood, provide useful and practical skills (such approach that will mainstream design- edition of the Changemakers Academy inviting both visitors and residents to as computer skills or specific crafts, help thinking for social change by involving the in Plovdiv (6 - 10 June 2014). tour the “unknown Roma world” through with writing a CV or preparing for an potential of citizens and communities willing At the annual Empatheast Global Social various forms of expression, including interview, all depending on the community to tackle real challenges for marginalised Innovation Summit, starting in October music, song, dance, images, colour, smell, and the labour market’s needs) and include groups and look for solutions together. 2014 in Plovdiv, social-innovation leaders food, and soundscapes. The performance community leaders as part of a peer-to- Volunteer participants from around the from around the world will present their will be a long-duration art work that peer learning process. Within three years country will be challenged to find an research at an international conference. will take all day or night to perform. we expect a 15% decrease in school innovative solution to a specific problem They will also mentor local projects, created Other community art activities, part of drop-outs and an increase of 15% in the in Stolipinovo in a 3-day blitz game-like during the Social Innovation Challenge the Stollywood Academy’s programme in rate of literacy and employability among format by analysing the environment. The Days and the Changemakers Academy. cooperation with Hungary Independent adults. This project will be connected to Theatre include: Re/Public Art (fine the Chitalishta project where innovative Confirmed partners for the cluster: art made from pre-owned materials); educational methods such as self-organised AMDFA - Academy for Music Dance and Fine Arts (Plovdiv, BG), Artur Conka Community Cinema (videos about learning environments will be implemented. (SK/UK), Brian Michaels (DE/UK), Bulgarian Network for Civil Dialogue street events involving locals); Street Art (BG), Caravan Circus Network (Brussels, BE), Centre for Interethnic Dialog and (mural painting on walls or other outdoor Tolerance Amalipe (Veliko Tarnovo, BG), Ideas Factory (Sofia, BG), Independent objects to help the locals change and Innovation in Theatre (HU), Indi-Roma 97 (Kuklen, BG), Kemal Ataturk Chitalishte (Plovdiv, enliven their surroundings); Community LOCAL ECONOMY BG), Land Source of Income Foundation (Plovdiv BG), LEAD International Music (musical instruments made from (London, UK), Martin Kaltwasser (Berlin, DE), Network against poverty – used available materials, allowing many A project platform focused on creating Lecce 2019 (IT), Radio Patrin (Amsterdam, NL), raumlaborberlin (Berlin, people to create music together). financially-viable microbusiness models to DE), Roma Education Fund (HU), Sounds of Minorities - Perugia 2019 (IT), build new community skills. Local small Tolerance Foundation (Plovdiv, BG), World Roma Festival Khamoro - Slovo SOCIAL IMPACT EVOLUTION businesses will be marketed with the help 21 (Prague, CZ), Youth Club ROMA - Stolipinovo Association (Plovdiv, BG) of creative entrepreneurs and innovative Budget: Together with our partners from the Ideas products through a well-facilitated Factory, LEAD International, the Roma community decision-making process. Programming: 2,050,000 EUR Infrastructure budget: 500,000 EUR (Investments in Stolipinovo) II. Structure 40 / 41 RegionalE Regional Festivals RegionalE is a platform that will increase the visibility of 80 local festivals, cultural, touristic and social projects from the entire Plovdiv region. It will highlight and celebrate the diversity of European culture, and the positive effects may be able to offer a remedy to European regions with similar problems of depopulation and aging. Plovdiv is located between two of the most important mountain ranges on the Balkans – the Rhodope Mountains and Stara Planina (also called the Balkans, which gave the entire peninsula its name). Although the villagers in these mountainous areas have preserved their specific traditions to date, their songs, customs and dances are in danger of vanishing when the older generation can no longer pass them on to the younger ones due to depopulation caused by unemployment and poor infrastructure. The RegionalE cluster includes a series of projects that will offer innovative strategies to preserve and present this variety of traditions, arts and crafts with the active participation of local people in collaboration with European artists and anthropologists. Plovdiv 2019 will focus on creating mobile apps, touristic routes and transportation methods to promote the events as well as a digital art map of the region providing information about current events.

EUROPEAN different regions and an interactive website FAIRY-TALES will be created where users can experience IN THE RHODOPE the fairy-tales in an interactive format; MOUNTAINS ► Workshops between participating international artists will transform the collected material into a series of artistic The European Fairy-Tales is a project interventions in the mountain villages. presenting storytelling traditions from An example of this will be the Rhodope all around Europe as a way to connect Labyrinth project by the Bulgarian theatre people from different generations, company 4TUNES in collaboration with ethnicities, countries, and regions. international partners such as FLUXUS 2, The project aims at preserving the UNIVERSITUR, and Asociatia Smart rich narrative tradition of Europe by for Change which will create interactive collecting fairy-tales, fables, myths, and sensory-labyrinth performances, based stories from all parts of the continent, on anthropological studies of the region. and placing them in a contemporary An online platform will document context. Together with our international and support the organisation of the partners La maison du conte Bruxelles, different stages of the project. The work La maison du conte France, Aprika with local contributors and audiences (Latvia), Théatre de Chemins (France), will build capacities and develop new Fabula Storytelling (Sweden) we will practices for cultural participation. present the rich diversity of European ► Processing the collected material storytelling and its common origins to into a travelling-theatre programme, locals and tourists in and around different storytelling performances and concerts villages in the Rhodope Mountains. which will be presented on different routes Stages of the project development: throughout the Rhodope Mountains. ► Local and European artists and ► The climax of the festival will be in the anthropologists will compile an archive of Rhodope village Gela with intercultural rare and unique songs and fairy-tales from projects such as site-specific installations, supplement page I (RegionalE)II. Structure 42 / 43

puppet shows, shadow theatre, sensory- 5. Creating a European travelling RENT-A-BABA DATE TRIP THRACIAN TRACES labyrinth theatre, storytelling performances, programme: In partnership with the ‘Baba’ is Bulgarian for Date Trip is an alternative A joint project with the concerts, dance performances, exhibitions, CITI network the artistic production elderly lady, grandma to traditional tourism – an Italian city of Perugia and workshops in traditional Rhodope will be presented on the artists’ way The Rent-a-baba project will online portal for those celebrating Italian/Bulgarian crafts like doll-making and production back from the Rhodope Mountains invite young creative people who want to experience a ancient heritage by focusing of traditional musical instruments. to other European countries. and recent graduates from different way of travelling on Etruscan and Thracian various fields, like design, through the region and cultures. On Bulgaria’s anthropology, psychology, meet new people. Using side, Thracian sanctuaries and architecture to take part the digital platform – Date throughout the Rhodope in an innovative residency Trip – people will be able Mountains will be used programme at elderly to upload information about as venues for exhibitions, people’s homes in the the regional festivals they concerts, and film screenings. almost abandoned villages want to visit, when they plan Together with local and in the Rhodope region. The to go, and with what kind Italian musicians we will young people will engage in of vehicle. In this way they organise a series of musical cultural and social projects will be able to connect with performances in ancient with the village inhabitants people with whom to travel Thracian shrines, associated thus improving their living or stay overnight. DateTrip is with the mystical poet and conditions in a sustainable based on the popular ideas of singer Orpheus. The project way by generating cultural carsharing and couchsurfing, will be accompanied by events, innovative social but is designed especially permanent and travelling services or products that for the RegionalE project exhibitions between the could benefit the local and will connect people with two countries, connecting community. Through similar interests from around local historical and communication in social Europe allowing them to archaeological museums media and blogging, the explore our region together. as well as universities for participants can also attract related research projects. other young creatives to the villages. The project will be a great opportunity to preserve and pass on the oral and intangible Sensory Labyrinth Theatre heritage (songs, fairy-tales, myths) of the depopulated villages in the region.

Confirmed partners for the cluster: Pomaks (Muslim ethnic group) Aprika (Riga, LV), Asociaţia Smart for Change (Bucharest, RO), Asociaţia in the region of Plovdiv Universitur (Bucharest, RO), Bulgarian Tourist Union, Centrul de Resurse pentru Comunitatea Roma (Cluj-Napoca, RO), Cie du Théâtre des Chemins (FR), CITI - Centre international pour les théâtres itinérants (Paris, FR), Elektrana - Centre for Development of Electronic Art and Culture (Novi Sad, RS), Fabula Storytelling Festival (Stockholm, SE), Fluxus 2 (Hamburg, DE), Ideas Factory (Sofia, BG), La Maison du Conte de Bruxelles (BE), La Maison du Conte (Chevilly-Larue, FR), Municipal Enterprise for Tourism (Plovdiv, BG), Orpheus 2019 - Perugia 2019 (IT), Plovdiv University “Paisiy Hilendarski” (BG), State Puppet Theatre Plovdiv (BG), Tourism Council (Plovdiv, BG), Workshop for Civic Initiatives Foundation (Sofia, BG), all municipalities and festivals in the region

Budget: Programming: 1,000,000 EUR supplement page II (Beauty and theII. (b)East) Structure 44 / 45

CYRILLIZATION The project’s preparation such as transliteration, Beauty and the (b)East To highlight the richness stage will be carried out translation, search for signs of cultural diversity in in cooperation with the by location, and share Beauty and the (b)East is a cluster that will present the beauty of the distinct culture and Europe and celebrate Bulgarian Diplomatic pictures and locations of traditions of the Balkans not only to a Western audience, but to Eastern Europeans, who the Cyrillic script this Missions abroad and the the signs. Additionally, barely know their neighbours. Balkan music, design, crafts, architecture and contemporary project will use guerrilla cultural hubs of Bulgarian rare Cyrillic fonts from art will offer the audience a different point of view on the Balkans and Eastern Europe: as an interventions by artists and communities living abroad. old books and street signs attractive, culturally and ethnically diverse region. The proposed projects are an opportunity ordinary citizens in order to The Tatkovina Radio will be digitalised and to build a platform for knowledge-exchange between artists, producers and citizens and “Cyrillise” posters, signs, station for Bulgarian expats, opened up for public use create much-needed trans-Balkan networks. The Balkans share a common space and history stickers, banners or even and their network will help on the project’s website. but between the countries there are many unresolved problems. We often forget that there restaurant menus which with the popularisation of is more to unite than to divide us. Plovdiv stands together with the Balkans, the Balkans use Latin script. The signs the project. We already Cyrillic street art in Plovdiv together with Europe. will include lines from have the confirmation popular song lyrics, film of Bulgarian schools, quotes, sayings, or single newspapers, magazines, BALKAN in the Balkans and Traditional Balkan words that may provoke the websites, and other partners crafts and contemporary design. CARAVAN viewer’s interest, translated of Tatkovina Radio in Spain, Plovdiv Calling Balkan Music is a and transcribed into Cyrillic Hungary, France, Greece, platform for ethno and Balkan brass The Balkan Caravan platform has the and accompanied by a Austria, Denmark, Cyprus, music. Additionally, we will organise an “Need help?” caption and and the Czech Republic. On potential to become a sustainable project online contest for electronic mixes with that will continue well after 2019. The main a QR code leading to a the Cyrillization website and traditional Balkan elements. We will website, specially set up through a specially-designed goal is to establish a network of Balkan also publish a music compilation of the institutions, artists and cultural operators and for the project. The signs app people will be able to selected pieces. We plan to invite famous can be placed on walls, upload their signs, translate to stimulate collaborative projects such as DJs and musicians some of whom – travelling exhibitions, performances, dance windows, street signs, them for those who cannot including DJ Shantel, Fanfare Ciocarlia or on public transport. read Cyrillic, use functions and theatre events, wine tours, and research and Goran Bregovic – have already projects. Future European Capitals of confirmed their interest in the project. Culture in the Balkans and the surrounding Days of Turboculture will combine area can relay the initiative, thus securing Confirmed partners for the cluster: subcultural music that emerged in Agricultural University Plovdiv (BG), AMDFA - Academy for Music, Dance the sustainability of this project. The the Balkans after the democtratic initiatives within Balkan Caravan will be: and Fine Arts (Plovdiv, BG), art.homes (Munich, DE), Association of Bulgarian changes in 1989 – turbo-folk and Schools Abroad (BG), Balkans Beyond Borders (Athens, GR), Balkan Civil TransBalkanExpress is a project developed manele – (called Chalga in Bulgaria), in collaboration with art.homes (Munich) in Society Development Network (Skopje, MK), Balkan Trafik Festival (Brussels, with more “serious” musical genres BE), Belgrade International Architecture Week (RS), Goran Bregovic (BA), which Balkan artists and curators will travel such as jazz and classical music. in caravans around all of the countries in the GRAD - European Center for Culture and Debate (Belgarde, RS), DJ Shantel (DE), region, live and work together and develop “Dobrin Petkov” National School of Music and Dance (Plovdiv, BG), Ensemble their projects inspired by the different cities Trakia (Plovdiv, BG), European Fund for the Balkans (Belgrade, RS), Istanbul they visit. The final stop on their artistic Design Week (TR), Micro-Capitals - Matera 2019 (IT), Municipal Enterprise journey will be in Plovdiv where they will for Tourism (Plovdiv, BG), One Foundation for Culture and Arts (Sofia, BG), share the results of the project and later Skopje Design Week (MK), Tatkovina Radio and its international network* show the exhibition in other countries to (Plovdiv, BG), Tirana Architecture Week (AL), Zeppelin (Bucharest, RO) promote both the ECoC and Balkan art. *Associations of Bulgarians in Tarragona, Castellón de la Plana and Valencia Spotlight on the Balkans aims at stimulating (ES), AIBE Balcan Xativa in Xàtiva (ES), Bulgarian Schools in Nicosia and local festivals to present Balkan culture Moscow (CY, RU), Bulgarian Sunday Schools in Linz, Graz, Athens and and exchange know-how and content Valencia (AT, GR, ES), GRReporter.info in Athens (GR), Hemus Magazine with partners from the region. The two in Budapest (HU), Malko Teatro Bulgarian Theatre in Budapest (HU), big international events in Plovdiv One Mission Bulgaria Association in Paris (FR) Architecture Week and One Design Week for example will dedicate their Budget: programmes on Modernist Architecture Programming: 1,000,000 EUR

Bulgarian bagpipes called “gayda” Architectural illustration of Kosmos Cinema

II. Structure 46 / 47

the warehouses is to raise awareness three to six months). The project will amongst citizens. We plan to organise aim at transforming the interior, creating presentations, lectures and discussions about temporary installations, sculptures and TRANS the history and architecture of the area. gardens, preserving the authentic part of the The first planned events will take place in tobacco-production spaces and converting July 2014 when the established Bulgarian the warehouses into interactive museums. writer and filmmaker Penka Kalinkova will present her documentary The Tobacco FORMtransforming the city and the people City and will do a tour in the area. We will through urban development and education also install large-format archive images on the facades of the buildings in order to show what they looked like in the past. We plan to organise discussions about the Artistic intervention Space for Art, Urban Dreams occupying the tobacco warehouses and future of the buildings on a regular basis. claiming them as spaces for culture Artistic interventions in the public space The second step will be the launching of a crowdfunding campaign collecting funds Through artistic intervention, the project cluster Urban Dreams will revitalise and open up for buying at least one of the buildings and dysfunctional spaces, buildings and objects as parts of a “parallel abandoned city”. These transforming it into a centre for culture will be interventions on a local level but there is an undercurrent connected to the narrative and arts. For the project Stand up for the of the transformation of public space in European cities and in particular the transformation Tobacco City! we will work with Workshop of cities which carry the mark of 40 years of communism. For the projects in this cluster we for Civic Initiatives Foundation (Sofia). will work with local and international partners and artists in order to exchange know-how ► Vanishing memories – We are aware that and best practices as well as to open up a discussion on the European level about problematic by 2019 some of the buildings might have architectural heritage in the contemporary context. undergone an “un-cultural” gentrification Abandoned buildings from the recent past, some of them prominent architectural achievements process. That is why we plan to start a (e.g. tobacco warehouses, Bratska Mogila monument, Kosmos Cinema, Kapana – The Trap research project with historians, architects, neighbourhood) will become spaces for cultural activity and social interaction. We will build urbanists and artists which will result in on the experience of the recent citizen’s campaign to save and re-cycle the Kosmos Cinema open-air exhibitions in different parts of building – an example of how civic action can turn into a successful model for preserving the city in order to “bring the Tobacco cultural heritage. Our goal is to re-think and re-cycle new spaces for art and culture. City to the people”. All information and materials from the research will be made residential buildings. Although they are available on the interactive online platform TOBACCO acknowledged cultural-heritage monuments, “Tobacco City – Vanishing Memories” CITY all of them are privately owned, which is where people will be able to take virtual also the reason for their uncertain future. tours, submit personal stories, photos and In the very heart of Plovdiv there is an This is a common problem in most post- ideas for “re-cycling” the buildings. area that fascinates with its past beauty and communist countries. The project will be ► Window to the World – This project, smell of tobacco: the so-called Tobacco looking for artistic mechanisms to not only developed in collaboration with Stiftung City. These tobacco warehouses were built focus attention on this specific problem, FREIZEIT (Berlin), derives from the by a local investor as production sites for but also to point out the clash between idea that windows are the eyes of the the Bulgarian tobacco industry. He used architectural heritage and the economic city. Each window in the Tobacco City the income to fund a nearby hospital also interests of the city – a relevant topic in will become a small stage or a canvas – built by him, which is the first example of many European cities. Tobacco City is a for example a musician will play on the a social enterprise in Bulgaria. The unique project about the preservation of a vanishing first window, the second will be occupied tobacco warehouses from the 1920s, with a city through multi-genre artistic actions, by a light and sound installation, in the few exceptions, are now abandoned, many installations, exhibitions and research. third there will be a theatre scene etc. of them in extremely bad condition. Some It will consist of the following steps: ► Urban incubator in the tobacco have already been demolished and others warehouses – a temporary home of art restored without consideration of restoration ► Stand up for the Tobacco City! The projects (artists will apply with proposals standards to become office and luxury first step towards re-thinking and preserving to realise their short-term projects from supplement page III (UrbanII. Dreams) Structure 48 / 49

The Rubber Gallery in Kapana

trapApart – PLOVDIV 4GET PLOVDIV TOGETHER UNDERGROUND 4GET focuses on four WITH BAUHAUS 2019 KAPANA CREATIVE DISTRICT There are air-raid shelters emblematic Socialist Bauhaus was an important under four of Plovdiv’s hills: buildings that are abandoned movement and marked Kapana is a neighbourhood in central Sahat, Nebet, Dzhambaz and unused today. These the beginning of classical Plovdiv. A couple of centuries ago it and Taxim Hills. These are are the Bratska Mogila modernism in Europe. was the trade area of the city. Due to its huge spaces, carved in the monument, Kosmos Cinema, It is unknown to most position close to the pedestrian zone in the rocks where hundreds of the Christening House people that Bauhaus is city centre, Kapana is congested with cars and its spirit remains invisible. The name people could find shelter. and the former Kishinev strongly represented in Kapana (Bulgarian for “trap”) comes from They were built in the Restaurant. The Bratska Plovdiv’s architecture. the tight and meandering streets where it 1950’s, but nowadays they Mogila monument and the The city will celebrate is easy to get lost. The buildings in the are empty and only used park around it will become the 100th anniversary of Kapana are primarily narrow two or three- for occasional emergency a place for public art and the Bauhaus movement floor houses dating from the beginning of trainings. We want to re- sculpture, which we plan in 2019 by organising the 20th century, often with small shops discover these spaces by to realise with our partners exhibitions, workshops at street-level. We plan to bring it back to organising interactive from Sculpture Network e.V. and Bauhaus theatre. life through art and culture and to establish performance installations (Germany). In cooperation it as the first creative industries district in and reality and documentary with The Red House Centre Bulgaria. The first step was the open call theatre performances. for Culture and Debate by Plovdiv 2019 in April 2014. Ten creative Visitors will be invited (Sofia) and the Time to entrepreneurs won a studio/office grant to register for a night Talk (European Houses of for one year. Our goal is to stimulate them underground tour without Debate) network we want to stay after the grant ends and to attract knowing the exact locations. to transform the Christening many others to settle in the area. We also At each of them there will be House into a place for plan to connect all “creative inhabitants” performances, exhibitions, discussions and debates. The and organise different joint events – from music, light, sound and Kosmos Cinema will become open-door days to Kapana Festival which video performances that a centre for independent will have its culmination in 2019. will be developed to affect cinema and video art. The In the development of this project we are the visitor’s fantasy and Kishinev Restaurant will working closely with local partners – the psyche. A team of artists, be an exhibition hall for One Foundation for Culture and Art curators, directors, stage contemporary art. The Bratska Mogila monument who brought their activities from the and light designers under four buildings and their architecture, dance and design weeks to the guidance of our partners organisational structures in Kapana, and with Kanape studio that started the Incubator project – a co-working from the Atelie Plastelin partnership with the Open space for cultural workers, musicians and Foundation will create Arts Foundation (Plovdiv) artists. Furthermore we established contacts these tours that will evolve will interact closely in with similar projects in other European throughout the year. order to create a strong and cities such as Cultural Kitchen (Helsinki, diverse artistic programme Finland), Lighthouse (Brighton, UK) which will guarantee their and The bRAin, Ravenna 2019 (Italy). sustainable transformation from abandoned spaces into places for art. supplement page IV (Urban Dreams) II. Structure 50 / 51

GROUND CULTURE UNEXPECTED URBAN HOTEL TOGETHER Building on the existing TRANSFORMATIONS A hotel in Plovdiv will River of Imagination initiative to re-cycle the This project will turn unused be transformed into an Kosmos Cinema’s building, objects like abandoned artistic residence and a While in most cities the river is usually the backbone on which the city’s development is together with the Kosmos old cars on the streets of centre for culture, offering based, in Plovdiv the Maritsa River is not really connected to the cityscape. It is one of the Collective (a group of Plovdiv into artistic spaces unusual accommodation most important elements in Plovdiv’s ecosystem, but the citizens have lost their emotional architects who initiated the – mini libraries, children’s and involving guests in the connection to it. In recent years there have been several projects for infrastructural changes, citizen’s campaign to save climbing frames, mini- cultural events taking place but none of them have been implemented due to various obstacles – among them property the building), further steps gardens, mini-street-cafés. in the city. Hotel Together issues. This is why we believe it is high time we started a process of revitalisation of the will be made to address will be based on our partner’s river and the Adata Island, using culture, art and green innovation. River of Imagination is the interests and the needs art.homes original idea and concentrated on converting these areas into an urban oasis: attractive showcases of European of the community through longstanding experience with re-cycled and green art, inspiring innovation in cutting-edge technologies, sustainable design, architectural methods, the project “Zimmer frei”. architectural strategies, a place for alternative tourism, educational and socialising tools for particularly oriented towards improving the relationship between nature and city. young people. Apart from The Maritsa River (480 km) is the longest river in the Balkans. It starts from the Rila being a centre for film and Mountains and flows through Bulgaria, Turkey and Greece. video art, the cinema’s halls and the surrounding for restoration/creation of cycling and space will become a ADATA place for architecture and jogging paths, active/residential zones will art, design, educational UNLIMITED begin. The ecological footprints will be courses and literature. monitored by nature-conservation NGOs The Adata Unlimited project will declare the 2 such as Za Zemiata (Friends of the 90,000 m Adata Island an autonomous state Earth, Bulgaria) and Green Balkans. of unlimited art and green innovation. It ► From 2017 to 2019 a team of European will become a sovereign territory within the ecologists, botanists, landscape architects city, an open space for creativity, green and and designers will work on the creation site-specific art and architecture with its own of permanent eco-settlements on the eco-policies and infrastructure, legislation, island’s territory. Residential spaces, currency (barter of ideas, services, goods, Public art in Plovdiv activity and workshop zones (e.g. an eco- and art works) and a financial system, as library, organic farm, recycle workshop) well as its own art and eco police authorities will be constructed using innovative and (protecting the clean environment, artistic sustainable natural building practices, re- Confirmed partners for the cluster: freedom and independence). ADATA’s using existing wood and waste material Ancient Plovdiv Municipal Institute (BG), Anemic Festival (Prague, CZ), Art citizens will leave no waste and find and the existing buildings. An open call Today Association (Plovdiv, BG), Basilicata Border Games - Matera 2019 (IT), sustainable, nature-inspired ways to create. will be launched for co-creation projects Buglarian Network for Civil Dialogue (BG), City Art Gallery Plovdiv (BG), Implementation phases of the project: between designers, architects, scientists and Cultural Kitchen (Helsinki, FI), ECU The European Independent Film Festival ► In 2015 our partners from Wasteland environmentalists, focused on developing (Paris, FR), Estonian Urban Lab (EE), Incubator & Kanape Vibrant Media Twinning will start researching and self-sustaining power and water generators (Plovdiv, BG), Kosmos Collective (Plovdiv, BG), Lighthouse (Brighton, UK), archiving Adata wasteland narratives, and a zero-waste management system; Linnalabor (Tallin, EE), Martin Kaltwasser (Berlin, DE), Meme Exchange focusing on the island’s historical ► In 2018-2019 in cooperation with various Assotiation (Ravena IT ), On the docks/The bRAin - Ravenna 2019 (IT), Open past when it used to be a recreational partnering residency, contemporary-art, Arts Foundation (Plovdiv, BG), Reinventing Utopia - Lecce 2019 (IT), Sculpture space for Plovdiv’s citizens; and architecture platforms (Nosadella. Network (Munich, DE), Stiftung Freizeit (Berlin, DE), TAC Theatre (Valletta, ► From 2015-2017 the accessibility of due Independent Residency for Public MT), The Red House Center for Culture and Debate (Sofia, BG), Time to Talk - the island will be given through boats, Art, < rotor >, reSITE) European artists European Houses of Debate Network (Vienna, AT), Umedalen Skulptur (Umeå, SE) rafts, and the construction of eco bridges, from all disciplines will be invited to all of which will be based on respect become citizens of the Adata Island Nation. Budget: for eco-system diversity. Launched in They will be able to apply for temporary Programming: 1,500,000 EUR cooperation with the local architecture citizenship and their innovative projects Infrastructure: 100,000 EUR (Refurbishment Kosmos Cinema), studio 8 ½ and the Association for will be assessed by an expert jury. A one- 1,000,000 EUR (Refurbishment tobacco warehouses) Building with Natural Materials a process supplement page V (River of Imagination)II. Structure 52 / 53 week visa will be issued to all guests ADATA AMBASSADORS THE RIVER innovative technologies and visitors on the island. From April to The Adata Island Nation will COMMONWEALTH and artistic approaches, September 2019 the Adata Island Nation have its very own diplomatic Along the Maritsa River and promoting sustainable will offer a vibrant artistic programme, mission along the Maritsa natural and artificial art development will attract attracting Plovdiv’s locals and also visitors River, popularising the zones will be created as a the participation of to (re)discover the island and the river. island’s eco-friendly policies continuation of the Adata citizens. Together with the ► After 2019 the island will provide and artistic creations through art state to form a “River Architecture Film Festival recreational spaces and activities for official visits, travelling Commonwealth”. They will Rotterdam we will make a people from all ages and backgrounds exhibitions and participation vary in form and size: from selection of Bulgarian and (alternative eco-tourism, water sports, in related festivals and 1-square-metre floating European themed films, island activities: farming, open-air events throughout Europe. platforms for art installations reflecting the topic of the exhibitions, cinema and theatre) actively The Wasteland Twinning to an entire stage in the city/nature interaction. engaging the citizens to maintain and project will connect Adata river. Together with our develop the island’s programme. with abandoned areas in partners Estuaire Nantes six different countries, and reSITE we will use exchanging know-how and breakthrough technology databases, and streaming to design a temporary stage split-screen parallel twinning from re-cycled materials events and ceremonies – a space that will interact through the Homy Island with both the ecology of International Television the river and the urban Network Platform. environment. The stage will be used for performances, film screenings, presentations and discussions while also functioning as a water- purification system for the Maritsa River which will have a zero carbon footprint. Several interdisciplinary workshops reflecting

Confirmed partners for the cluster: Architecture Film Festival Rotterdam (NL), Architecture studio 8 ½ (Plovdiv, BG), Art Today Association (Plovdiv, BG), Association for Building with Natural Materials (Sofia, BG), Estuaire Biennale d’Art contemporain (Nantes, FR), Federation of Nature Conservation NGOs Green Balkans (Plovdiv, BG), Greenpeace Bulgaria (Sofia, BG), Linnalabor (Tallinn, EE), Nosadella.due (Bologna, Italy), One Foundation for Culture and Arts (Sofia, BG), Regional Chamber of Architects (Burgas, BG), reSITE (Prague, CZ), < rotor > (Graz, AT), Wasteland Twinning Network (Berlin, DE), Za Zemiata/Friends of the Earth Bulgaria (Sofia, BG)

Budget: Programming: 1,300,000 EUR

Adata Unlimited illustrations supplement page VI (edYOUcate)II. Structure 54 / 55

ADVENTURES IN THE email communication with SISTERS, BROTHERS, edYOUcate MUSEUM LAND fictional characters, real-life CITIES In collaboration with the museum exploration and The Spectra Foundation of For us one of the most important target groups is children and young audiences since their local museums, galleries examination of exact replicas Plovdiv-born composer and participation in the programme will determine the future of the cultural legacy and the artistic and libraries and inspired of the exhibits included in conductor Viktor Ilieff will platforms in Plovdiv and Europe. The projects included in the edYOUcate platform will give by collaborative work the game. Participants will use its excellent connections youngsters the means to develop their creative potential and create joint productions with with our UK-based partner be able to put themselves with leading international professional artists. Together with all schools in the city we will initiate a programme, where a The Mighty Creatives into Indiana Jones’ shoes artists to work with young few hours of the weekly school schedules will be dedicated to ECoC art and cultural events, in this project will create using various tools of people from Plovdiv’s which all students can participate. The edYOUcate cluster will encourage partnerships between a series of interactive exploration, navigation and and the region’s European cultural and educational institutions, foster an interest in arts among young people. Additionally, and interdisciplinary communication to solve twin cities in the creation it will stimulate cultural institutions to adapt and modernise the content of their programmes installations for the younger puzzles and uncover hidden of high-quality multimedia according to the needs of younger participants. audience. Each event will messages – inside the performances, attracting a In parallel to all projects in the cluster we will organise a one-on-one mentorship programme have an informational and museums and on the Internet. wide spectrum of European between artists who take part in the artistic programme and students from Plovdiv’s schools and educational purpose which audiences. The international universities. corresponds to a certain artists’ cooperation with museum/gallery. With this young Europeans will students, guided by him will turn the CHILDREN CITY project we want to inspire include art workshops, children’s vision of their city from paintings and help organisations experimental art labs and AT THE YOUTH HILL and clay models into reality. The existing develop skills that will residences designed in children’s railway will be used as a means enable them to adapt their partnership with leading On the highest of Plovdiv’s seven hills, often of transportation within the Children City. presentations for a young institutions in the respective called the Youth Hill, we plan to create an An important part of the city’s life will audience. Game developers countries (for example our entire city for children following the model be the inclusion of creative productions will create an alternate- partners Korniag Theatre, described in Gerd Grüneisl and Wolfgang which will be part of Plovdiv 2019’s reality treasure-hunting Compagnie Ghislain Zacharias’s book “The Child City: A School artistic programme. There will be guest game as part of the Plovdiv Roussel, Accademia di of Life” and building on the expertise of performances and programmes for the Game Jam event, with Napoli). The final artistic our partner Kinderstadt Halle (Saale), young audience, artists will be invited for hidden clues in the museum product will be presented Germany. Usually children and young cooperation and production of artistic TV exhibits and the library’s in each of the participating people are not encouraged to participate in and radio programmes in the Children City. books. The game will include European twin cities. political and public life. The Children City Parallel programme: In the outskirts online and offline elements: at The Youth Hill will give them a much- of the Children City there will be a so- needed opportunity to assume the power called parentgarten (an alternative to a of governing a city which will help them kindergarten), where parents will have the The Rubber Gallery in Plovdiv learn more about their civic rights regarding opportunity to play, communicate with participation. Children between 6 and 15 each other, exchange ideas and participate Confirmed partners for the cluster: will establish the city governance on their in lectures on different topics. Adults will Accademia di Belle Arti di Napoli (IT), AMDFA - Academy for Music, Dance own – they will elect a mayor, create their only be allowed to enter the Children City and Fine Arts (Plovdiv, BG), Atom Theatre (Sofia, BG), Bulgarian Museum of own currency, vote for a local government, with a visa valid only for a few hours. Aviation (Krumovo, BG), Compagnie Ghislain Roussel (LU), Festa dell’Europa and create radio and TV stations. In contrast - Perugia 2019 (IT), Il Faut Bruler Pour Briller (Paris, FR), Kinderstadt Halle to the adults’ world, in the Children City (Halle/Saale, DE), Kleines Thalia Theater (Halle/Saale, DE), Korniag Theatre they can change their profession on a daily (Minsk, BY), Martin Kaltwasser (Berlin, DE), Pistamashina (Sofia, BG), Plovdiv basis – one day a painter, on the next a taxi Game Jam (BG), Regional Natural History Museum of Plovdiv (BG), Soft driver, an artist or something else. In their Touch Arts (Leicester, UK), Spectra Foundation (Plovdiv, BG), State Puppet free time they can attend art performances Theatre Plovdiv (BG), Student Theatre of Plovdiv University (BG), Theatre created by their fellow children citizens. Research Laboratory (Istanbul, TR), The Mighty Creatives (Leicester, UK), The design of the Children City will be The Spark Children’s Arts Festival (Leicester, UK), all museums in Plovdiv based on the work that German architect Martin Kaltwasser will co-create with Budget: groups of children. А group of architect Programming: 750,000 EUR

Cardboard train project, Plovdiv Roman Amphitheatre in Plovdiv

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Community who will take the visitors on a unique Together with our partner Community journey through different multi-ethnic RE Arts Lab XL and Soft Touch Arts we will traditions and historical city memories, design a knowledge-and-skill-exchange fictional and ordinary everyday scenes. platform for people from different sectors However, the alternative city tour will go and generations. For example, the Art far beyond storytelling and getting to know VIVЕ Patronage project will connect volunteer the city’s current ethnic minorities. It will bringing culture and heritage back designers, architects, and artists who will also explore the traces left by groups that are into everyday contemporary life help disadvantaged people change their disappearing or have already disappeared environment thus increasing their well-being (Jewish, Balkan, Czech, Italian minorities). index. With our partner Smart Kolektiv A series of exhibitions and site-specific we will revive the old Bulgarian custom installations, based on interviews, short Culture Meets People “sedyanka” in the form of a social enterprise documentaries and pictures presenting in which young and senior citizens gather the rich cultural background left by these This project cluster will use art and culture as a force for building stronger communities to socialise and manufacture products used invisible minorities will be placed in some and improving citizen’s access to culture. The projects aim at breaking down the boundaries to support the Chitalishta. We will also unusual spaces – e.g. a bar in a garage, the between audience and performers. Artists will find ways to physically involve the audience organise monthly Creative-Drink/Dinner backyard of a Turkish family, the Armenian in performances through innovative approaches and locations. Inhabitants of more distant soirées modelled on Detroit Soup and also community centre, and many others. areas and suburbs and residents of social institutions who have never experienced interactive organise other socialising and fundraising performances will start dialogues with international artists for the first time in order to events to encourage local communities Following the tracks of disappearing highlight and share their social and cultural diversity. The performers will play the part of to come together and to attract visitors. minorities visitors will pass by the school- researchers encouraging citizens to express themselves, to talk to each other, become a living Innovation yard, where the Jewish community was community, celebrate their differences, and increase not only their sense of belonging to the To meet modern challenges, the Chitalishta rounded up under guard in 1943, when the city, and to Europe, but also their sense of individuality. network needs to become relevant to Nazis issued an order for their deportation. people’s cultural and artistic needs Visitors will “meet” the historical figure by introducing new creative practices, of Kyril, Metropolitan Bishop of Plovdiv, recognisable in the urban environment residential programmes and innovative climbing over the school fence and CHITALISHTA as places for culture and community methods in education – for example promising the Jews that he would find help. development. Additionally, a radio show Suggestopedia, Autodidacticism and This profound act of compassion, which “Pulse” and a monthly magazine will draw Self-Organised Learning Environments. stopped the deportation of all Bulgarian Chitalishta are small community centres attention to the cultural programme of the Exploring “Avant-garde in the performing Jews, will be re-enacted in the school where whose network dates back to the second half entire Chitalishta network in Bulgaria. arts” in collaboration with the Nomad these events took place as a theatrical of the 19th century. They played a crucial We will build on our partners’ experience Dance Academy, a residential platform that performance, accompanied by interviews role in preserving Bulgarian culture during from Kosice 2013’s SPOTs project. will bring experimental and borderline forms with survivors, who owe their lives to the Ottoman period. This project is focused The French architecture team Encore of contemporary art to spaces inside and Kyril’s bravery. This performance will on the restoration of the original functions Heureux and their Bulgarian colleagues outside the Chitalishta, will be established. be developed by Brian Michaels, known of the Chitalishta network (about 35 in from Transformatori will help us work for his theatre research and performance and around Plovdiv) creating a sustainable on Plovdiv’s Chitalishta network’s visual projects, often featuring non-professional model through innovative practices. We identity and on improving their facilities. BACKYARD actors from minority and migrant groups. want to create a network of decentralised In addition, workshops with local citizens cultural centres with an attractive artistic STORIES will generate creative ideas for their Next stop for participants in this unusual atmosphere, allowing Plovdiv’s citizens redesign and renovation in cooperation The goal of this cooperation project between Plovdiv tour will be a journey through time and visitors free access to art and culture. with cultural-management platforms Plovdiv 2019 and Community Art Lab- XL and space with the artistic group SIGNA, We will work towards: such as, Kulturexperten and ZAŠTO Utrecht is to highlight the hidden treasures who will tell the story of a “parallel” multi- Creating a Brand KULTURA? (English translation: of the multicultural neighbourhoods of the ethnic city, revealed through an Armenian In order to turn the Chitalishta network ‘Why culture?’) we will also include city. Visitors and locals will explore the family’s story, told on different locations in into a herald of social change and capacity-building training and educational city and its (minority) communities on a the city. The family’s tale intertwines with develop their potential for educational programmes to create sustainable know- surprising alternative city tour by visiting the fates of historical figures and regular activities, it is necessary to increase how for project implementation. areas off the beaten tracks. The tour will be citizens, familiar or little-known events from their recognition value. We will create guided by inhabitants of the neighbourhoods Plovdiv’s past. By placing its performance a distinct brand that will make them supplement page VII (Culture MeetsI. People) Basic principles 58 / 59 installations in different locations in the city, and physical participation. The viewer CIRCAMION for the needs of a travelling observe the interaction SIGNA will blur the line between fiction and will have no choice but to concentrate From traditional to circus. The temporary circus between art, therapy and reality and will create a special atmosphere and reflect on their position as a voyeur contemporary, the circus construction will allow art-therapy. Art-therapists in which citizens and guests will experience or an active creator of the performance. world has a long history circus performances to take will work with people with the spirit of the city in an unusual way. The alternative Plovdiv tour will be and has experienced its place in different spots in mental disabilities and The audience will participate actively in accessible for people from around the own evolution in Europe the city and the region, as psychological problems, the performance and change the storyline world through an online platform. An bringing about various well as across Europe. and with the help of a – they will be able to visit a Turkish interactive 3D map and audio tours will be forms of professional In 2019 professional curator, an exhibition of home in the Hadji Hassan neighbourhood, available for smartphones and will allow and social circus-schools. European circus artists therapeutic art will be set up. become a part of a Jewish ritual, stop for a realistic experience for guests, who may The Circamion uses the from the Caravan Circus Mobile Art Labs for children a break at an Armenian café or celebrate never have physically been to the city. international language of Network and young with disabilities will provide a three-day-long Roma wedding. SIGNA circus to bridge cultural trainees from multi-ethnic interactive training methods will confront audiences with a radical and religious gaps between backgrounds from different for therapeutic creative language that will provoke their emotional different ethnic and social neighbourhoods will create workshops with disabled Chitalishta project groups in the city (and and present a series of artistic children and children at risk. Europe) and to celebrate circus shows. Outdoor circus Art interventions including diversity in a new manner. performances and street music therapy, sound In 2016 international artists parades will be part of the installations in hospitals, form the Caravan Circus regular circus programme. therapeutic clowning, laugh Network will be invited After presentations in and fairy-tale therapy will as trainers and mentors in different neighbourhoods in be part of the project. the international training Plovdiv and the region, the Creative connection will programme, aimed at circus performances will seek partnerships with developing teaching skills tour other cities in Europe. European online platforms for social-circus instructors (like Disability Arts Online) and community workers. ART E.R. (ART thereby allowing visionary In 2017 the Social Circus EMERGENCY ROOM) people with disabilities to School will open in the Art E.R. will create a generate a digital database of Roma neighbourhood platform that increases the art works, raising awareness Stolipinovo. participation of disabled and inspiration about the A specially-designed people in arts and culture creative potential of people programme will provide in cooperation with our with special needs. Online young students of the British partner organisations art therapy courses will Social Circus School with DaDa Fest and Shape Arts. additionally encourage the training in different circus Another important task of participation of disabled techniques (basic artistic this platform, developed people in art and culture. Confirmed partners for the cluster: and presentation skills, in cooperation with the Community Art Lab XL (NL), Cultural Emergency Room - Siena 2019 (IT), acrobatics, clowning, Centre for Culture and DaDa Fest (Liverpool, UK), Encore Heureux (Paris, FR), Ivan Vazov National juggling, and puppetry) as Debate Red House Sofia, Library (Plovdiv, BG), Mainstream Partnership (Leicester, UK), National well as enhanced career will be to create art-therapy Institution Museum (Kumanovo, MK), Nomad Dance Academy Network opportunities, solidarity activities, consistent with (MK, SI, BA, BG), People’s Chitalishte “Budeshte sega” (Gudevica, BG), and self-esteem. For the the needs of residents at raumlaborberlin (Berlin, DE), Shape Arts (London, UK), Signa (Copenhagen, purposes of the Social Circus social and health institutions DK), Smart Kolektiv (Belgrade, RS), Soft Touch Arts (Leicester, UK), SPOTs School a mobile circus (hospitals, nursing homes, (Košice, SK), Transformatori (Sofia, BG), all Chitalishta in and around Plovdiv building (a van expandable social institutions for in the back, both sides and people with intellectual Budget: the top) will be designed disabilities, correctional Programming: 968,000 EUR by raumlaborberlin, an institutions) through Infrastructure: 200,000 EUR (Adaptation of the public spaces homage to the nomadic different projects such as: underneath the Odeon for cultural activities) Roma lifestyle and suitable After ART which will

Street show Ognia during Theatair Festival, Plovdiv II. Structure 60 / 61

of museums, houses in the Old Town and warehouses, the Adata Island, the hills, Art for a Forgotten Future other institutions but also in public spaces. the socialist monuments in the city as We are planning the Biennial as a large- well as the Kapana Creative District. This project cluster will breathe new life into the affluent past of the city, making it fit for scale project that connects to and takes the future through research and the presentation of the newest trends in all art genres and place in venues such as the tobacco hybrid formats. It will involve the latest achievements of new digital and communication technologies, modern speech forms, experiments, science and psychology and their potential to bring new meaning to the cultural-historical layers of Plovdiv. This cluster demonstrates how innovative practices and creative decisions act as a means of dealing with serious local problems and present-day global challenges for a sustainable and creative city.

PLOVDIV which we will first make the local BIENNIAL professional and non-professional audience familiar with the format. Here we are planning some warm-up events One of the things we are most proud of such as open discussions, presentations in our city is that it has been a hub for and artist talks. An international contemporary art since the early 90s. The conference about the connection between first centre for contemporary art in Bulgaria biennials, cultural policies and urban (The Ancient Bath run by Art Today development, and the opportunities Association) was founded in Plovdiv and and risks for biennials in smaller cities it has been hosting the annual Week of seemed to be a good starting point. Exhibition Partida 4, Contemporary Art since 1994. We want to In order to establish the Plovdiv Biennial One Design Week, Plovdiv build on this “tradition” and become one and put it on the international map of of the centres for contemporary art on the biennals we plan to work with the larger Balkans and in Europe. Contemporary art biennials for contemporary art in the region for us is a way to build strong connections – Istanbul, Thessaloniki and Bucharest. Confirmed partners for the cluster: with Europe and make up for one of the The event will also be incorporated in our A.lter S.essio (FR), Ancient Plovdiv Municipal Institute (BG), Apartment Project biggest weaknesses of Bulgarian cultural strategy for capacity building. We will offer (Istanbul, TR), Art and Cultural Studies Laboratory (Yerevan, AM), Art Today life: the absence of a biennial and an different educational and practical courses Association (Plovdiv, BG), Autumn Salon of Arts Plovdiv (BG), Center for established museum for contemporary art. on art management and art handling as Visual and Multisensor Art (Plovdiv, BG), Charlotte Auché (FR), City Art Gallery In order to develop a concept for a biennial well as trainings for managers at museums Plovdiv (BG), Dimitre Dinev (Vienna, AT), Foundation for Art and Creative of national importance and to work together and galleries. The large-scale event will Technology (Liverpool, UK), GeoAIR (Tbilisi, GE), Hermes Publishing House with the art scene and organisations from include artist residences in order to start (Plovdiv, BG), Holon Institute of Technology (IL), Institute of Contemporary Art all of Bulgaria we organised a work session an intensive exchange between local and Sofia (BG), International Fair Plovdiv (BG), International Photo Salon Plovdiv in March 2014. Participants in the meeting foreign artists. The format of the event will (BG), Janet 45 Publishing House (Plovdiv, BG), Klaus Obermaier (AT), Lettera were internationally established artists, have no pre-fixed profile or frame so that Publishing House (Plovdiv), National School of Stage and Film Design (Plovdiv, curators, gallerists and art critics with vast future curators will have the freedom to BG), Nosadella.due (Bologna, IT), One Foundation for Culture and Arts (Sofia, experience such as Nedko Solakov, Iara develop their own concepts and guarantee BG), Open Arts Foundation (Plovdiv, BG), Plovdiv Artists’ Association (BG), Boubnova, Luchezar Boyadzhiev, Vessela the diversity of the biennial. We will develop Public Art Lab (Berlin, DE), Remont (Belgrade, RS), < rotor > (Graz, AT), Rouja Nozharova, Svetlana Kuyumdzhieva, a funding model combining institutional Lazarova (FR), Sculpture Network (Munich, DE), transmediale (Berlin, DE), Vera Mlechevska, Dessislava Dimova, support and sponsorship, always based on “Tsanko Lavrenov” School of Fine Arts (Plovdiv, BG), private galleries in the city Vesselina Sarieva, Emil Mirazchiev. the principles of transparency and artistic During this work session some important freedom, securing the sustainability of the Budget: decisions were made that formed our event after 2019. Exhibitions, installations, Programming: 1,900,000 EUR vision for the Plovdiv Biennial. We performances and events will take place Infrastructure: 500,000 EUR (Renovation of the Ancient Bath, agreed on a bottom-up approach in not only in the traditional exhibition halls 995,000 EUR (Construction of Mobile Contemporary Hall for Culture) supplement page VIII (Art for a Forgotten Future) II. Structure 62 / 63

DANCE FOR A “digital immigrants”. AROUSE THE SENSES FORGOTTEN FUTURE This project for an This project aims to create Time Machine One of the most important international week-long open visual and multisensory events for contemporary conference will attempt experiments thus stimulating Although Plovdiv’s cultural heritage is a trademark of the city and is the dance and performance in to answer these and other new aesthetic experiences most attractive feature as regards tourism there are many shortcomings in cultural and Bulgaria – the One Dance questions. Renowned through sensory modalities touristic offerings: historical sites, museums and institutions which are unpopular or forgotten Week – will present a contemporary authors from like tactility, sound, balance, - or just outdated. Through art in public spaces, light art, theatre, education and dialogue special edition in 2019 the Balkans and Central taste, and smell. The project Time Machine aims at reviving the cultural heritage and connecting it to the contemporary in order to celebrate the Europe who do not write in will be developed with context, and at “reactivating” it as one of the important resources of cultural potential and European Capital of Culture their native language will the Centre for Visual capacity of the city. year. One Dance Week discuss whether the digital and Multi-Sensor Art in will be dedicated to new and interconnected world Plovdiv and will connect technologies in contemporary will preserve multilingualism art, medicine, neurology, dance and the tension and how it will do so. and psychology. The accessibility threshold for light between the human body Have writers from “small” LUMMIX art in public spaces is very low so and technology, traditional countries given up writing in CARGO that everybody can enjoy this kind of art on their evening stroll. and experimental dance their native tongue in order CARGO (Contemporary Each one of us a little sparkle – all of us techniques. Well-known to be accepted, accessible, Art Register) is a project together a great light (Jewish proverb) performers such as Klaus and globally recognised? for developing an online Switch On Plovdiv The name Lummix comes from the The project for an open-air festival of Obermaier (Austria) and Bulgarian-born Austrian database and archive of combination of the words ‘lumen’ (light A.lter S.essio (France) have writer Dimitré Dinev and Bulgarian contemporary light is part of the Lummix platform and intensity) and ‘mix’ – a mixture of will highlight Plovdiv’s unique historical confirmed their interest in Bulgarian-born French art. Portfolios of artists and expressions and art trends. The idea is to curators, documentation from centre for six days in the summer. It will participating in the event writer Rouja Lazarova have create video art in the urban environment, if Plovdiv is selected as confirmed their participation exhibitions and festivals revitalise the city’s Old Town and bring site-specific light and sound installations, European Capital of Culture. in the project. To reach will be uploaded to the back life and people. Apart from the and light performances. The Lummix project a much wider global CARGO platform which attractive artistic elements, the world- will stimulate the creative use of innovative WEB 451 audience the conference will become a network for renowned light-design specialists involved technology – LED, OLED screens, lasers, The contemporary world of will be broadcast live from connecting the local artistic in this project will launch an educational multimedia, and energy-saving technologies. literature is reshaping the Plovdiv with feeds from scene with artists and platform for exchange between Plovdiv’s way readers, authors, and accompanying events from curators from abroad making Through a fresh and unconventional publishers interact. It is a around Europe. These will Bulgarian art more visible. approach artefacts will be presented and new age of “NETworked include book presentations, made accessible to a wider audience. intelligence”. This creates public readings, short- The project will highlight the rich cultural new opportunities for story and slam-poetry heritage and diversity of the city. Religious spreading knowledge competitions. Live Q&A buildings (in Plovdiv there are Orthodox, and creativity but it also sessions with authors on Catholic and Eastern Catholic churches, raises questions about Twitter and Reddit will a Gothic cathedral, Armenian churches, how writers, publishers, attract more participants and a Synagogue, multiple Mosques) will be marketers, distributors, ensure wider participation. connected through light installations. We libraries, bookstores and A website will be set up will not only emphasise our cultural heritage readers will be affected. where all the information, and the Roman past but also put these One of the most important talks, lectures, and seminars historical sites in a contemporary context by questions is how the digital will be streamed live and turning them into a canvas for experiments world will affect language, afterwards made permanently with new media and light. Artists from local traditional thinking, available for users. around the world will be invited to create culture, and education. What light installations – some temporary, some social consequences will permanent – inspired by the atmosphere it have in a world where and in direct contact with the citizens. some people are “digital natives” while others are Exhibition at the Centre for Contemporary Art, Plovdiv Light installation in Plovdiv supplement page IX (Time II.Machine) Structure 64 / 65

Academy of Music, Dance and Fine Art. Switch on Plovdiv will have a CROSSING HILLS, hills and stories into a grand develop their own project (an Arts, INSA Lyon (France), and NYU strong ecological dimension as well, CROSSING CENTURIES finale. This could become exhibition, an installation in Tisch School (USA). The festival will also raising awareness on energy efficiency. Plovdiv is a city built on an opening or closing a public space, a performance feature a light and music concert at The seven hills. They are called event of the European or a project with a local Ancient Bath – Centre for Contemporary tepes and carry the „scars“ Capital of Culture year. museum or a gallery) and of the pre-historic, Ancient, present it during NoMaG. Medieval and Ottoman MUSEUMS OF EUROPE ► Collectors’ Night is era, of Bulgarian National The Night of Museums an international forum for Revival, communist times and Galleries in Plovdiv is private and corporate art and the present. With inspired by the Long Night collectors. The event will Crossing Hills, Crossing of Museums which started connect them with local Centuries we want to involve in Berlin. The model was galleries and artists thus all citizens of Plovdiv in adapted to Plovdiv’s cultural stimulating the local art artistic activities that bring life and it is currently the market. Collectors’ Night this history to the present of most popular annual cultural will include a series of the city. The British artist event and involves both lectures, presentations of group Walk the Plank will local museums and galleries. Bulgarian private galleries create a history project, Every year the event attracts and a curated collectors’ involving all seven hills, thousands of visitors from tour around the city. that points to the present the entire country. In 2019 and a sustainable future the NoMaG will celebrate 2019: A EUROPEAN for the city whilst also its 15th anniversary and to ODYSSEY not forgetting its roots. celebrate the ECoC year it A stage performance based The hills will have a main will introduce the Museums on Homer’s works and theme depending on what of Europe project which will combining theatre, music, can be found on site: consist of three components: and dance. This will be For example Nebet Tepe ► Museum Exchange: a a joint initiative between as The Thracian Hill: The platform for encouraging Plovdiv and Cagliari 2019 emphasis here will be on collaborations between local bringing together Plovdiv’s the remains of the Thracian Light installation, and foreign museums and Drama and State Puppet Sensory Labyrinth city Eumolpias and Thracian establishing a cooperation Theatres and Cagliari’s Theatre heritage. Sahat Tepe as The network by setting up Teatro Stabile della Confirmed partners for the cluster: Ottoman Hill: Ottoman a special fund for joint Sardegna and Cada Die Ancient Plovdiv Municipal Institute (BG), ATHENE Mediterranean Ancient heritage will be focused initiatives between museums Teatro. Central to the on here and the difficult Theatres Network (ES/IT/HR), Autumn Salon of Arts Plovdiv (BG), with similar profiles and project is the idea of the relationship Bulgarians have will include exhibitions, Beforelight (GR), Cada Die Teatro (Pirri, IT), Cagliari 2019 (IT), Caitlin wanderer, his travel and with this heritage. Taksim conferences, presentations return as a metaphor for Brown & Wayne Garrett (Calgary, CA), Company 14:20 (FR), Creative Tepe as The Together Hill: and focus groups. We Balkan and Mediterranean Lightning (GR), Cultural Center - Museum Trakart (Plovdiv, BG), Drama Here we will focus on the are already in contact restlessness. Similar to the Theatre Plovdiv (BG), DesignCurve (NYC, USA), Etienne Guiol (FR), ICOM- different cultures of the city with the Belgian museum topics it explores, the project Vlaanderen (BE), Kulturexperten (Essen, DE), Mary-Louise Geiger (NYC, including the disappearing association ICOM Flanders itself will be a wanderer USA), National Autumn Exhibitions Plovdiv (BG), Ivan Vazov National ones of the Jewish, Greek and we plan to attract – travelling performances Library (Plovdiv, BG), NVA (Glasgow, UK), Open Arts Foundation (Plovdiv, and Armenian communities. other such organisations taking place on various BG), Prokop Bartonicek (CZ), Public Art Lab (Berlin, DE), State Puppet The active involvement of when we launch the European ancient-theatre Theatre Plovdiv (BG), Ravenna 2019 (IT), Teatro Stabile della Sardegna the population in the artistic project. The results from stages. We have already (Cagliary, IT), The Small Basilica (Plovdiv, BG), Tomislav Arnaudov & creation is key. The idea is the joint initiatives will established contact with the Pavol Rusnák (CZ), Walk the Plank (Salford, UK), all museums in the city to address the inhabitants be presented in Plovdiv ATHENE Mediterranean on and around the hills during NoMaG 2019. Ancient Theatres Network Budget: and involve them in the ► Summer School of Art which represents ancient Programming: 800,000 EUR creation from the concept to is an educational course theatres from Spain, Italy the implementation. Walk Infrastructure: 500,000 EUR (Refurbishment of pavements and illumination for young culture and art and Croatia and which could the Plank will combine managers. Participants from be part of the 2019 tour. in the Old town), 511,292 EUR (Renovation of Ancient Theatre), the activities into a final 600,000 EUR (Renovation of historical public buildings in the Old Town) Bulgaria and abroad will production linking all the have the opportunity to View from Old Town Plovdiv

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project is to bring those great performers, GRAND most of them of Roma origin, inside the ROMANI GLASSO ghetto for live performances, as well as for jam sessions and informal meetings Glasso (Romani): varieties of with local people. In addition to bringing melodies in Roma music true role models to the young Roma kids, RELAX this aspect of the project will serve as All over Europe Roma musicians have a symbolic demolition of the invisible promoting sustainable lifestyles served as a repository of traditional wall around the ghetto by bringing not and an appreciation for culture’s musical and dance styles. In many cases only bands and performers, but also and nature’s beauty they have become the living memory of various other audiences from Bulgaria a country’s musical tradition by keeping and Europe inside the ghetto for a joint alive – and enriching – the folklore in celebration of Roma music and culture. an age of globalising tastes and rapidly EUrhythmica changing lifestyles. We have invited world-famous musicians from around Plovdiv is the place where Europe’s first ever Chamber Music Festival took place and Europe who fuse traditional Roma music still exists. Plovdiv is considered the home of jazz in Bulgaria and a number of world- with various modern musical styles, such renowned musicians like pianist Milcho Levivev, and kaval player Teodosi Spasov as well as jazz, punk, dub, hip-hop, rap, rumba, as Bulgarian jazz group White Green Red started their careers in Plovdiv. The EUrhythmica flamenco. Some of the musicians who will cluster’s ambition is to introduce Plovdiv’s rich traditional musical cultures to a European perform on the Grand Romani Glasso stage audience. EUrhythmica will take on the challenge of presenting innovative elements in are Goran Bregović and the Weddings already established local festivals and introducing new formats to the city. Music will be a and Funerals Orchestra (Bosnia and uniting force for children, teenagers, adults and people of different social status and ethnic Herzegovina), Lenacay (Spain), Fanfare backgrounds because “where words fail, music speaks”. Ciocarlia (Rumania), and the Budapest Gypsy Symphony Orchestra (Hungary). One of our most cherished goals with this Karandila Junior Roma Band will co-operate with us on the media art DIGITAL programme will be Foundation for Art TUNNEL Confirmed partners for the cluster: and Creative Technology (Liverpool). AMDFA - Academy for Music, Dance and Fine Arts (Plovdiv, BG), Artexim The walls of the tunnel can be turned into In order to change the way people perceive (Bucharest, RO), Art Today Association (Plovdiv, BG), Atlas Symphony Orchestra a canvas for augmented-reality pieces of (Berlin, DE), Balabanov’s House Music Days International Festival (Plovdiv, BG), and use urban space and to raise awareness art accessible through technologies like about the amount of vehicles that pass Beate I. Mennicken Artist Communication (Berlin, DE), Chamber Music Festival Google glass or other kinds of optical (Plovdiv, BG), Creative Universe Ltd (Liverpool, UK), “Cultural Thessaloniki” through the city centre on a daily basis thus head-mounted displays, or alternatively causing noise and pollution in one of the Artistic Events (GR), “Dobrin Petkov” National School of Music and Dance through smartphones’ digital cameras (Plovdiv, BG) , Evmolpeya Girls Choir (Plovdiv, BG), Foundation for Art and most beautiful areas in Plovdiv, we will and specially-designed apps. The unique Creative Technology (Liverpool, UK), Holon Institute of Technology (Holon, IL), close one of the busiest streets in the centre visual experience will be combined with International Folklore Festival Plovdiv (BG), Keen Acts (Sofia, BG), Kombinart of Plovdiv for 48 hours and use the tunnel concerts and DJ sets. On both sides of the Ltd. (Plovdiv, BG), Plovdiv Jazz Nights (Plovdiv, BG), Polinero Rock Fest underneath the ancient theatre as a space for tunnel there will be stages and open-air (Plovdiv, BG), Professional Development Program for Conductors (Lombard, electronic music and media art. The artistic concerts. The music programme which CA), Ramfis Production (Barcelona, Spain), Ring Ring Festival (Belgrade, RS), part of the project, will be developed in will be developed with our partners Seeds on the Ground - Matera 2019 (IT), Spectra Foundation (Plovdiv, BG), co-operation with transmediale (Berlin) from Creative Universe Ltd. (UK) and State Opera Plovdiv (BG), Stichting Internationale Opera Producties (Maasland, and the Network for Artistic Urban KeenActs (Bulgaria) will include electronic NL), Tallinn Music Week (EE), The Cavern Club (Liverpool, UK), The Vegetable Technologies (NAUT) which Plovdiv music by world-famous artists as well as Orchestra (Vienna, AT), transmediale (Berlin, DE), Verdi Festival (Plovdiv, BG) has been asked to join. Different media experimental music showing the infinite Musicians and bands: Budapest Gypsy Symphony Orchestra (HU), Fanfare Ciocarlia installations and performances as part of our possibilities that new technologies offer. (RO), Goran Bregović and the Weddings and Funerals Orchestra (BA), Lenacay (ES) collaboration with NAUT and transmediale will take place inside the tunnel which is Budget: seen as an important symbolic crossing Programming: 2,300,000 EUR point. Another important partner who Infrastructure: 500,000 EUR (Refurbishment of the Concert Hall) supplement page X (EUrhythmica) II. Structure 68 / 69 pLOVEdiv MUSIC halls and stages and into OPERA RE►START PARK FEST unusual places: the streets, The Opera Re►Start Animate the City Based on the idea that music the mall, public transport, project will be a parallel unites people, we will use inside trains and stations, and programme to the standard The concept behind Animate the City is based on the connection between sports and art as the green areas and parks in into the vegetable markets. opera season in Plovdiv. Its a way for people to be together and as an instrument to achieve harmony of the body, mind the city for open-air concerts The Vegetable Orchestra at goal will be to change pre- and spirit. We call this “physical culture”. Art and sports’ common ground is movement: as and musical performances the Vegetable Market project conceived notions of this a momentum for progress, dynamics, and communication skills. It is a basic human need, a under the motto pLOVEdiv will invite the Viennese art form by surprising the permanent bearer of development. – Love is in the (open) air. musicians of the Vegetable audience with new artistic The cluster aims at expanding the overall vision of sports beyond the traditional one-sided We see music as a way to Orchestra to demonstrate approaches and performance perception of it as just mechanical exercise. We will emphasise its potential to become a convey our love for the city how it is possible to create spaces. Performances will be driving force that stimulates personal and social change, encourages creativity and teamwork. and its specific Ayliak spirit instruments from vegetables, brought into parks, churches, We will also promote non-traditional and less well-known sports in Bulgaria. that means “enjoying life”. taking music into the daily Ottoman buildings, old Together with BG Be Active and Hamalogika Association we will structure the Animate the We will create a LOVE- lives of the market shoppers factories, and abandoned City cluster as a system of several “exercises”. map of the music parks in and vendors. The musicians buildings. Creative- the city: for example the will facilitate a series of laboratory programmes Lauta park in the Trakia music workshops, held will present rare or first district will become a at different markets with performances of modern THE The “Charity” Exercise stage for rock, britrock and Roma children, teaching works, and a classical EXERCISES alternative music. The Tsar them basic improvisation and baroque repertoire. In this exercise we will use physical activity in the context of the sustainable Simeon Garden in the centre skills and creating together To diversify the profile of The “Together” Exercise will be hosting classical- unique musical instruments. the audience, projects will development of an active and This is a year-round project that socially-engaged civil society. music concerts. The rowing be developed specifically presents movement as an instrument for canal is the perfect place INTERNATIONAL addressing the interests of As a preparatory step we will identify cohesion, happiness and development. problematic areas that lack facilities and for electronic music. Small SYMPHONIC YOUTH young people. Interactive The opening event is a parade with parks in residential areas, ORCHESTRA street music-and-dance- space for sports or are difficult to access. the participation of local sports clubs, Together with the Community Foundation on the hills and along the Taking the initiative of theatre projects will be organisations, schools, and universities. It river can become stages the Spectra Foundation dedicated to teenagers that will be established in 2015, especially will be a celebration of all kinds of physical for the purposes of the ECoC candidacy we for the so-called “old-time (Plovdiv) we plan to and young adults. For activities and will be followed by organised city songs” or stari gradski establish the first symphonic children between 4 and will organise a series of open calls, design campaigns promoting physical practices that competitions and workshops which will pesni, concerts and sound orchestra for young 14 puppet theatre opera require minimal resources and appropriate installations. pLOVEdiv musicians in Bulgaria which will be developed together help us select the most innovative projects urban spaces such as Paneurhythmy, for sports grounds and other facilities. Music Park Fest is about will continue its work after with the State Puppet which is a Bulgarian system of gymnastic music and about changing 2019. The model we will Theatre Plovdiv. Finally, The funds for these projects will be raised exercises combining music, movement, with the help of sports events in 2019: a the park culture in the city use is well-known in Europe The Bulgarian Footprint oration, and singing. We will set up think- while showing guests the but new in Bulgaria: young programme is a part of the Charity Regatta at the Rowing Canal and tank labs that address problems such as a Charity Marathon. We will also establish real meaning of Ayliak. musicians from the entire Opera Re►Start project obesity and bad nutrition habits. We will continent will be invited to focused on celebrating sports scholarships for young athletes and engage specific target groups - people with children with disabilities. These scholarships JAZZ INVASION/ join the orchestra. They will Bulgarian artists active disabilities, the socially disadvantaged, THE VEGETABLE work with internationally on the international music will be part of a mentoring programme and minorities. As a culmination in involving professional athletes from Plovdiv ORCHESTRA AT THE acknowledged mentors (such scene, by inviting them for the “Together” exercise in cooperation VEGETABLE MARKET as artistic director Viktor performances in Plovdiv, (including world-renowned names as with International Sport and Culture Stefka Kostadinova, Tsvetana Pironkova, Jazz is part of the tradition Ilieff) on concert programs. organising film screenings, Association we will host an international and culture of Plovdiv. The Symphonic Youth conferences and discussions, Yordan Yovchev and athletes from the cycling marathon Velotrip 500 in which 500 Bulgarian Paralympic Association. Within the frame of the Orchestra has the potential and showcasing works by participants from Slovakia, Italy, Albania, Plovdiv Jazz Nights to become a recognisable Bulgarian composers. Romania, Croatia, and Serbia will travel Festival during the ECoC symbol of Plovdiv on an The “Arts” Exercise 500 km to Plovdiv. To celebrate the grand In this exercise we will consider movement year a parallel programme international level while final of the cycling marathon the artistic called Jazz Invasion will stimulating young musicians as aesthetics and sports as culture that team of NVA will create a memorable brings spiritual growth and enjoyment. take jazz out of the concert and attracting new audiences. event with spectacular light effects. II. Structure 70 / 71

Most of the events will take place outdoors. Dancing; Athletes Art Festival; Dance For example through street art we will Nights for Senior Citizens, Sports and Arts Ayliak City create a ‘Game Square’ in Stolipinovo where Decathlon, Interactive installations with tournaments for the local community will movement and Sports 3D Mapping. The Ayliak, from Turkish: 1. a state of relaxation and comfort; 2. a person who is not be organised. We will also include youth visual artist Nathaniel Stern, KOTKI occupied with anything, who is free programmes, offering alternatives to at- visuals and the Seeper collective will be risk groups of youngsters through various some of the stars who will add artistic value The state of Ayliak has been recognised as an intrinsic characteristic of Plovdiv’s pace and athletic activities. We plan to surprise to the subject of movement and sports. everyday life to such an extent that it has become a common term for locals. That is why the audience with events such as: Facade we want to expand its meaning in accordance with the way the younger generations use it nowadays and to demonstrate its connection to the Slow and the Degrowth Movements which focus on increasing happiness and prosperity through non-consumerist methods (shared work, reduced consumption), while dedicating more time to culture, family and the community. In order to achieve slow, sustainable, and harmonious development for the city, we decided to use the symbolism of the home, as that is where we naturally slow down and relax. For the purposes of this project together with the Hamalogika Association we will create a map of the city like the blueprint of a home with different “rooms” corresponding to zones in the city and each of them will host projects on a certain Slow theme. After the selection of places within the city to become slow zones, an open call will be launched in 2016 for accompanying projects within the branded locations. The idea of representing urban space as a home gives us the opportunity to overcome a typical Bulgarian weakness – the idea that responsibility for tidiness, cleanliness and aesthetics around us begins only at the entrance to our home. The platform will create a feeling of belonging and group responsibility in citizens towards the urban environment. After 2020 the “Ayliak” Centre will continue to work, spreading degrowth and slow ideas throughout Bulgaria.

►Bedroom – This is going to be the AYLIAK CITY zone for Relaxation and Slow love. The main project here will be called Slow

Flash mob on Plovdiv’s main street Dating – a love experiment in the city, an Zones: antithesis of speed dating. It will make the ►Living room – The Slow life theme participants explore the romantic side of will define the projects in the zone of Plovdiv. The main idea is to get to know habitation and communication. The World another person and use the city as a tool Institute of Slowness will present their and inspiration to express yourself. vision for an entire ‘Slow Planet’ and a ►Kids’ room – Along with the Association need to teach the world the Slow way. We Forum Science and other partners we will help people enjoy everyday activities will introduce the ideas of Slow education Confirmed partners for the cluster: such as communication, playing games, that include: learn & play, natural ways of Association Sport for All (RO, RS), BG Be Active Association (Plovdiv, and prolonging a cup of coffee in a special perceiving knowledge, exploring the rhythm BG), Bulgarian Paralympic Association (BG), Hamalogika Association Ayliak way. We will celebrate the Slow way of growing up and adapting education to the (Burgas, BG), ISCA - International Sport and Culture Association of life at the Ayliak/Take-It-Easy festival development and needs of children. We will (Copenhagen, DK), KOTKI visuals (RO, AT), Move Malta (Valletta, with music, dances, films and fun. Together give children a greater role in creating kids’ MT), Move Week Bulgaria (Plovdiv, BG), Nathaniel Stern (USA), NVA with Matera 2019, Ravenna 2019 and environments and we will use innovative (Glasgow, UK), Seeper (London, UK), The Association for International other Italian cities we will work on the methods to bring out their creativity. Sport for All (RS, RO, AL, SK), Zdravei Zdrave Festival (Plovdiv, BG) Dolce far niente vs Ayliak project, a media ►Kitchen – In this zone we will connect campaign popularising the slow, natural food to many other aspects of life, Budget: and gentle way of life in both countries. A including culture, politics, agriculture Programming: 550,000 EUR Slow-motion film festival will tour through and the environment. Our partners Slow Infrastructure: 92,028 EUR (Refurbishment of Lauta Park) several Bulgarian and Italian cities. Food Bulgaria (and by extension Slow II. Structure 72 / 73

Food International), Lecce 2019 and installations and actions (digital, kinetic), Zemiata (Friends of the Earth Bulgaria), antiques, photos, music) and Europe (in Terra Madre Balkans are dealing with all developed by Bulgarian and Italian artists. and Green Balkans we will promote cooperation with our partner organisation matters affecting our food system and will ►Study – Together with our partners from alternative ways of travel as a common Bublitz we will organise The European help us spread knowledge on these topics the Research & Degrowth Association subject for all cities aiming at sustainability. Memory exhibition, which will embark by linking the pleasure of good food and we will define this zone as a territory for ►Attic – The theme handles the memories on a search for European Identity – 30 environmental care. We will leave all kinds knowledge, science and research as well as and dreams that we close in boxes to years after the end of the Warsaw Pact and of fast food behind and enjoy the art of slow for the Children’s Festival of Science. With clear the living space. Here we will return the tearing down of the Berlin Wall). food – cooking and spending time together. our partners from the Copernicus Centre to the memories of the city (stories, ►Bathroom – Water is the main topic for Interdisciplinary Studies we will of this zone – ecology, the purity of body explore ideas like slow science and research and soul, nature cycles, the river, mineral and the connection between art and science. waters. We will explore how life runs ►Atelier – We will focus on Slow design along the riverside and will create an art and Slow production that share the common area along the Maritsa River, using water values of being holistic, sustainable, as inspiration, philosophy, and necessity. elegant, tailored, democratic, adaptable, ►Garden – The projects in this zone durable, non-toxic, efficient, and distinctive. will deal with topics like organic urban In partnership with Casson Mann and farming & gardening, permaculture, Jason Bruges Studio we will develop sustainable living with a pinch of art. With Ayliak slow points that include urban the help and creative touch of partners furniture, benches, and open-air stages. like AWARE Architects we will explore ►Garage – We will try to move faster the relationship between art, architecture, towards the future by means of slow ecology, and landscaping. Another project transportation and slow tourism. Together we are planning will enrich territories with Aha! car, a carsharing platform for urban farming and gardening with art and the environmental organisations Za

At the Rowing Canal in Plovdiv Slow city

Confirmed partners for the cluster: Aha!Car (BG), Association for Building with Natural Materials (Sofia, BG), Association Forum Science (Sofia, BG), Aware Studio for Architecture (Frankfurt, DE), Ayliak Fest (Plovdiv, BG), Brickstarer - Matera 2019 (IT), Bulgarian Academy of Sciences (Sofia, BG), Casson Mann (London, UK), Co-Mixer (Sofia, BG), Copernicus Center for Interdisciplinary Studies (Krakow, PL), Federation of Nature Conservation NGOs Green Balkans (Plovdiv, BG), Greenpeace Bulgaria (Sofia, BG), Hamalogika Association (Burgas, BG), Institute of Archaeology/Russian Academy of Sciences (Moscow, RU), Jason Bruges Studio (London, UK), Lecce 2019 (IT), National Institution Museum (Kumanovo, MK), Ravenna Common Ground - Ravenna 2019 (IT), Regional Chamber of Architects (Burgas, BG), Research & Kids’ room Degrowth Association (Barcelona, ES), Slow Food Bulgaria (Sofia, BG), Terra Living room Kitchen, dining room Madre Balkans (AL, BA, BG, HR, GR, KV, ME, MK, RO, RS and TR), The World Backyard Institute of Slowness (NO), Za Zemiata/ Friends of the Earth Bulgaria (Sofia, BG) Ailyak city Study Bathroom Garage Budget: Bedroom Workshop Programming: 600,000 EUR II. Structure 74 / 75

3) How does the city plan artists, individuals, NGOs, cultural and the artistic director in the selection us to build project management clusters sociocultural operators and institutions in process. The artistic director and his/ involving businesses, environmental to choose the projects/ Plovdiv and the South Central Region. A her team will be fully responsible for and educational institutions, cultural events, which will special emphasis will be put on activating the concept, quality and content of the operators, and the owners of old constitute the programme the capacity and participation of the artistic programme and will have the buildings in order to unite their potential, for the year? local and regional cultural operators final decision on artistic matters. capacity, and efforts for the development and institutions, therefore we plan to Partnership agreements and contracts of sustainable projects for the city. The project concepts we are proposing initiate a special edition of a local open between the Plovdiv 2019 Foundation in the artistic programme have been call in 2015 with minimum bureaucratic and the selected partners will be signed created together with a large number of requirements and formal aspects in after the projects have been selected. partners. These projects will remain on order to assure broad participation. Some of the projects will be managed the programme and will be developed Additionally we plan to organise a series as cooperation projects, and some will further with the confirmed European and of workshops, seminars and discussions be managed by the project managers local partners if we are granted the title. about fundraising, crowdfunding and of the Plovdiv 2019 team closely However we will make an open call for financial project management, which will collaborating with cultural organisations, projects after the organising structure encourage local operators to look for networks, NGOs, community groups, has been set up and the artistic director additional funding for their project ideas. independent artists and producers. Many has developed a concept that will show Proposals from national operators or of the projects in the artistic programme what kind of projects are missing in national institutions that are not based concern sustainable issues far beyond a the programme in order to meet the in Plovdiv will increase their chances by purely artistic approach (e.g. Tobacco objectives we have set for Plovdiv 2019. seeking partnerships with local entities. City, Adata Unlimited, the Cultural We will give clear and specific criteria. Through our existing European and HUB). Therefore it is very important to international networks and those of our The projects should comply with the first partners, we intend to make an open and at least two others of these criteria: call outside Bulgaria for institutions and artists who are interested in contributing • be aligned with our concept of to the planned programme we are putting [CON]Temporary library at the Center Plovdiv Together and connect into forward. Some of the already-planned for Contemporary Art, Plovdiv the four project platforms FUSE, projects require open calls for specific TRANSFORM, REVIVE, RELAX ideas or project sections which will • connect to the European idea and have their own specific sets of criteria. dimension of an ECoC in Plovdiv • involve citizens in the creation In order to ensure a bottom-up approach and implementation prior to the open call, the Plovdiv • be of high artistic quality 2019 Foundation will communicate the • be innovative or foster innovation open call on a broad basis to ensure • develop new audiences or have wide participation. Citizens including strong educational value marginalised groups and communities • make use of digital and (Roma, other minorities, the disabled, advanced technologies socially disadvantaged groups, senior • take an interdisciplinary citizens) will be encouraged to share their approach wherever possible ideas in moderated workshops in some of the Chitalishta in the residential areas. Although there will, and has to be a deadline (six months after the call), А selection process based on coherent we will still keep an open eye for any criteria and the existing programme interesting ideas that might come up concept will be developed. A jury or later and we will certainly not pass artistic advisory group – whose members by a chance to implement a good project. will have to be neutral and not involved The project call will be open for all in the proposals themselves – will assist III. Organisational structure 76 / 77

of a simple majority vote of the Board making powers but rather advise the III. or on the basis of criticism of the artistic executive management on their work programming. The Advisory Board will and assist the process by contributing Organisation and have to be heard in the matter as well expertise, and access to their networks. as at least two independent experts who will assess the quality and practicability Staff financing of the proposed artistic programme. The A new element compared to the first round amended statutes will be voted on by is the installation of a coordinator for ) ORGANISATIONAL The Board of Directors will meet the City Council in the near future. the programme CABADEPLO (Capacity 1 four times per year and monitor the Building and Audience Development STRUCTURE work of the executive management Managing Level Plovdiv). S/he will be responsible for the (Executive Director and Artistic It is planned that the Executive Director concept and development of the Capacity Director) in terms of legal and financial and the Artistic Director will operate at Building programme and the direct regulations. They will also monitor the same level. The exact rules regulating implementation within the organisation the personnel structure and appoint the competences and relationship between – because capacity building starts from 1.1. What kind of structure is financial audits if they are necessary. the two managing directors will be laid within. Over the years the coordinator Since the region of South Central Bulgaria down in a set of internal procedures will link projects and (especially envisaged for the organisation decided on by the Board of Directors. European) partners in a sustainable responsible for implementing will not be contributing to the financing of the European Capital of Culture and The artistic team is naturally at the heart way to increase cultural capacity and the project? What type of will not be included in the official area of the organisation and will be headed foster audience development through relationship will it have bidding for the title there will be no by the Artistic Director who will make workshops, summer schools, seminars with the city authorities? representatives from the region included all final decisions on the programme. as well as consultancy & mentorship in the Board of Directors. However, we She/he will also coordinate the programmes for children and students, The current structure for Plovdiv 2019 will involve Plovdiv District and the cooperation partners of the artistic young professionals, local artists, cultural is an independent foundation and region on the level of artistic projects programme and will be responsible operators of the established institutions was set up in September 2011 with a and communication (facilitated by for the event management. The artistic and the independent scene, but also for unanimous vote of the City Council. a Regional exchange platform). team is likely to consist of different citizens at large. The main objective is to If there is a positive outcome for The relationship of the organisation with sections (probably four, reflecting the build up a generation that has practical Plovdiv’s candidacy, the foundation the city authorities is reflected in the four platforms in the artistic programme experience in arts & culture management will ensure continuity and stability Board of Directors. It is the body in which – Fuse, Transform, Revive, Relax). and a population that feels connected by setting up a slightly different the city authorities will be represented The Executive Director will have to the culture, arts and heritage of their structure than is currently at work. without compromising the independence responsibility for Finances & city, their country and their Europe. of decision-making within the Foundation. Administration (with a CFO reporting to We know how important it is to reduce As this will strengthen the connection and him/her and managing the administrative As for staff members the numbers will political influence on the work of information flow as well as the supporting department with finances & controlling, greatly differ over the years as demands the Foundation in order to guarantee activities of the city towards the human resources, IT etc.). Moreover the grow and the organisation grows with independence of artistic and organisational Foundation, the Mayor will be one of the Executive Director will be responsible for them. For the artistic team we will start decision-making for the benefit of representatives in the Board of Directors. Marketing & Communication, Fundraising with the Artistic Director and a small team transparency and clarity. For the years & Sponsoring, the Volunteer’s Programme of four project managers (one for each 2015-2020 we envisage a rather simple In order to guarantee the highest and the Evaluation & Monitoring Process platform) – which will grow organically and lean organisation with rapid decision- possible level of artistic independence – each headed by managing team members with the needs of the management process. making processes and stable governance. we have prepared the process for a reporting to the Executive Director. In Marketing, Evaluation, Sponsoring, change in the statutes of the Plovdiv Volunteers Programme and CABADEPLO Board of Directors 2019 Foundation. The amendments to Advisory Board coordinator we will start with one A Board of Directors is going to be the statutes comprise more detailed Furthermore we intend to appoint an project manager each. In the Finance & established, consisting of members regulations of the competences of the advisory body consisting of public Administration we will appoint a CFO appointed by the City Council, including Board of Directors in appointing and figures from Plovdiv, the region, Bulgaria at an early stage in 2016, starting with representatives of the Roma Foundation in releasing an Artistic Director. The and abroad. Some of their members the department in 2015 with one person and members from public institutions amendment specifies for example that the should be experts from artistic fields. each for HR, controlling/accounting and (e.g. university, public organisations). release cannot be effected on the grounds This body will have no decision- IT (with external support). The staff will III. Organisational structure 78 / 79 start out with around 14 team members In order to allow effective, flexible and • communication skills as a team player in 2015. Especially in 2018 and 2019 speedy communication we will appoint a • participatory and interdisciplinary our staff numbers could reach 40 or regional coordinator from the Plovdiv 2019 approach to the arts and culture more – with the heart of the team being  team. She/He will be the contact person for • has to become a resident in Plovdiv the members of the artistic programme. the regional project partners and will be during the years 2016 to 2019. responsible for good communication and flow of information between the regional The arrangements under which the artistic partners and the Foundation. Meetings director for the event will be chosen for evaluation and updates will be carried include an open call for applications on out to allow face-to-face communication a national and international level – also and provide a forum for exchange. through our networks and our partners’ networks – and setting up an expert commission for the selection process. According to which criteria The open call will be started at the latest 1.3. six months after officially being awarded and under which arrangements the title – the artistic director should take has or will the artistic director up the appointment by the end of 2015. of the event been chosen? What is or will be his/her The artistic director’s fields profile? When will he/she take of action will comprise: up the appointment? What will be his/her field of action? • Developing an artistic concept and 1.2. If an area around the this is almost impossible to achieve and vision on the basis of the existing work. would make administration and control • Preparing, coordinating and city is involved in the event, extremely difficult and considerably The criteria according to which we will how will the coordination implementing the programme and delay decision-making processes. choose the artistic director will include: projects for the European Capital between the authorities of the We would much rather cooperate with the • experience in creating artistic of Culture as a transparent and relevant local and regional wider region (Plovdiv District and South concepts on an international level artistically sound proposal. authorities be organised? Central Region) on specific projects and and of high artistic ambition • Selecting proposed projects according communication – as we are planning to • competences in the arts and to a set of transparent criteria and Since there has been a clear decision do in the project cluster RegionalE where culture as a proven expert develop projects with the artistic team. to focus on the city of Plovdiv as the we can offer the involved festivals PR • skills to lead a policy-driven • Ensuring artistic excellence and area in which the European Capital of and communication on a much broader artistic process with focus on the a European dimension of the Culture will be implemented, coordination level than they could usually afford and long-term effects including many programme that appeals to audiences between the authorities of the local implement themselves (including a special different interests and partners beyond Plovdiv and Bulgaria. level and the regional level will be website to present the programmes of • understanding that this is a • Ensuring sustainability of the limited to a level of communication each activity, distribution with the Plovdiv European Capital of Culture and programming and the involvement and coordination of artistic projects. 2019 programme and media attention in not a local capital of arts of citizens as active participants We want to be completely honest: the wake of Plovdiv 2019). Moreover • experience in managing international in cultural activities. Organising a European Capital of Culture is we plan to make the cities and villages artistic projects and exhibitions • Fostering cooperation between a huge enough challenge for one city alone in which the cultural activities take place • a strategic and sustainable Plovdiv 2019 and the team that will and the challenge grows with complexity accessible for Plovdiv locals and visitors by approach to projects coordinate the implementation of the when multiple cities and authorities have to offering special transportation and cultural • interest in working on capacity city’s Cultural Strategy 2014-2024. be coordinated. Another factor leading to capacity trainings using structural funds. building and audience development • Including the confirmed and the decision is the administration structure We are also open for project proposals • ability to build on the basic further cooperation partners in Bulgaria. There is no regional overall and suggestions from the authorities programme that has already been from Plovdiv, Bulgaria and other administration that could make a financial and cultural operators in the region and developed with many partners countries within the programme. commitment or distribute funds. Every will select the projects or engage in • connections and networks on an • Seeking out synergies and funding single municipality would have to do cooperations according to the criteria international level, preferably also possibilities with EU funded this independently. We have realised that laid down in the selection process. on national and local levels programmes and private sponsors. supplement page I (Financing)

• Assisting and fostering communication The amendments in the statutes of the Some of the largest cultural institutions in the city receive and promotion of the projects and Foundation Plovdiv 2019 that will be voted grants from the central government which considerably the overall programme to the local, on in the City Council in the near future will increase the cultural power of the city and cannot be expressed national and international public. guarantee the Artistic Director independence in the figures above. Some examples (figures in euro): in making decisions concerning the The artistic director will guide a team of concept and organisation of artistic and project managers who will have the largest programmatic activities of the Foundation. possible operative freedom to manage in a bottom-up approach. The artistic director will have clear leadership and will have the final decision in the artistic conceptual and management process.

2) FINANCING 2.1. What has been the usual annual budget for culture in the city over the last 5 years (excluding expenditure for the present ECoC application)?

Capital expenditure for cultural During the years 2009-2013 two important infrastructure is not included in these buildings were totally renovated: the figures. The sums represent the operating Archaeological Museum which is now expenditure for culture in Plovdiv. The one of the most progressive museums table shows the total costs for culture in in the Balkans and one of the oldest different fields: the cultural programme, cultural institutions in Bulgaria, and archaeology, financial support for the also the City House of Culture which cultural institutions in Plovdiv, the now has a new concert hall, exhibition museums, the Ivan Vazov library, the areas and spaces for amateur ensembles network of community centres for in the city. Nine million euro have been culture called “Chitalishta”, the City invested in the reconstruction of this Art Gallery, the Zoological Garden, building. Another 12 million euro have the “Trakia” folklore ensemble, and been allocated for the multifunctional the budget for the regular festivals in facility that is currently being finalised the city organised by the municipal in Plovdiv. An expected total of 30 cultural department is also included. million euro will be invested here. III. Financing 82 / 83

2.2. Please explain the overall budget for the 2.3. Please explain the operating budget for the ECoC project. European Capital of Culture project (i.e. funds that are specifically set aside for the project). a) Overall operating expenditure:

The calculated operating expenditure does means they will be co-financed by these not contain funds from the regular annual institutions. These costs are not included budget for culture of the city. Only the in the figures mentioned in table 2.1. We b) Planned timetable for spending operating expenditure: money that is labelled exclusively for the do not intend to reduce funding for any ECoC activities has been added. Some cultural institution to generate funds for projects and initiatives are planned to be ECoC projects in the next seven years. organised in partnership with municipal and state cultural institutions and that

2.4. Overall capital expenditure:

The contribution from the city is **Regional authorities do not composed of a sum of 7,300,00 euros redistribute money for the ECoC allocated exclusively for the operating project or the municipality. expenditure of the ECoC and 15,877,638 ***We are including here the Melina euros allocated for capital expenditure. Mercouri Prize if awarded. Other income *Plovdiv initiated the sending of a letter from the EU are direct funds from signed by all four mayors of the candidate Brussels (Creative Europe and others as cities in Bulgaria to the Ministers of stated in question I.10) and EU Regional Culture and of Finances respectively asking Development Funds that might be used for a clarification on the government’s for specific Plovdiv 2019 projects. contribution until the 8th of July 2014. They are not included in this figure. Unfortunately we have not received an answer before this book went into print. supplement page II supplement page III (Financing) (Financing)

List of infrastructure projects:

The table exclusively contains financial inappropriate to include them in the list. commitments from the city and the The operating expenditure is government. EU and other co-financing independent of the capital expenditure funds are not included. There are some and neither will be able to cross- other infrastructural projects ready to be finance projects in the other sector. implemented in the period up to 2019 but as the new financial framework 2014-2020 for Bulgaria is still under negotiation with Brussels, we consider it supplement page IV (Financing)III. Financing 86 / 87

think that sponsoring is a synonym for MUNICIPAL COUNCIL PLOVDIV 2.5. Have the public finance RESOLUTION No 276 charitable donations. Wrong: Sponsoring ADOPTED WITH PROTOCOL No 12 of 01.08.2013 authorities (city, region, state) is a business-to-business partnership. We already voted on or made will have to be pathfinders for Plovdiv REGARDING: Providing funding for cultural events, financial commitments? If 2019 and make our path sustainable to marketing and advertisement activities for the period 2014 – 2020, in case that the City of Plovdiv is chosen for 2019 not, when will they do so? facilitate sponsoring for cultural projects European Capital of Culture. in the future. So we will have to be The City Council of Plovdiv has unanimously instrumental in changing the attitude in UNDER PROPOSAL BY: Stefan Stoyanov, Deputy Mayor of Plovdiv Municipality. voted for guaranteed financial contributions cultural institutions and companies alike. to the operating expenditure of 7,300,000 Based on Art. 17, Par. 1, It. 5, Art. 20, Par. 1, and Art. 21, euros (14,278,00 BGN) on 1st August 2013. How will we do this? By applying our RSA- Par. 1, It. 23 and Par. 2 of the Local Government and Administration Act, considering the factual grounds stated This sum is additional to the usual annual strategy. The Reverse Surprise Approach. in Proposal No 13XI-314 of 25.07.2013, the Municipal cultural budget and exclusively allocated for How does it work? The Plovdiv 2019 Council Plovdiv, hereby the European Capital of Culture activities Foundation will make sponsoring a high priority for its top-level management. We DECIDED 2014-2020 and beyond. In addition the city In case that the City of Plovdiv is chosen for 2019 European will contribute 15,877,638 euros in capital will also make the top-level management Capital of Culture, in addition to the annual culture budget expenditure so that a total contribution of of companies our main target group. We of Plovdiv Municipality, the Municipal Council – Plovdiv 23,177,638 euros from the city is guaranteed. will approach them as partners. We will guarantees additional funding of the culture program, marketing and advertisement activities for the period 2014 present the Foundation as an opportunity – – 2020 in the amount of BGN 14,278,000 (EUR 7.3 The Regional District of Plovdiv comprising not as a supplicant. Our Reverse Surprise million), that will be spent as follows (figures in BGN): 17 municipalities and the five Regional Approach (RSA) will consist of challenging Districts in South Central Bulgaria that expectations. Everyone expects a beggar’s support the bid are not allowed by Bulgarian hat to have some coins thrown in – but law to redistribute money to municipalities. what they get is an offer and the access to In the event that we are awarded the a project with national and international title, the supporting municipalities will commercial potential. It is our task contribute projects and financing to the to get this fact across to the potential programme that is part of the RegionalE sponsors in a clear and appealing way. cluster. The dedicated amounts are part of their own budgets and are not included As sponsoring will be a top priority the The execution of the Resolution is assigned to the Mayor of in the overall budget of Plovdiv 2019. sponsoring team will be located in the Plovdiv Municipality and the control of the earmarking and disbursement of funds will be performed by the Budget and Unfortunately we have not received an structure of the organisation and responsible Finances Standing Committee with Municipal Council answer to the letter we sent to the responsible directly to and cooperating closely with Plovdiv. ministries before this book went into print. management. The executive director of the Foundation will be the head of the GROUNDS: This Resolution is adopted based on Art. 17, We have made a conservative estimate Par. 1, It. 5, Art. 20, Par. 1, and Art. 21, Par. 1, It. 23 and of a contribution of 10 million euros. sponsoring team. In order for the RSA- Par. 2 of the Local Government and Administration Act. strategy to work the CEOs of the companies Whereas in October this year Plovdiv will submit will have to be addressed by the executive application documents for the city candidacy as 2019 2.6. What is the plan European Capital of Culture. As of the moment of for involving sponsors management level of the Foundation, submission of the City of Plovdiv application form it is since, as a rule, the decision on larger necessary to financially guarantee the implementation of the in the event? sponsoring commitments usually lie with special program of cultural events and civil initiatives, and the respective communication and advertisement strategy, the board or the owners of an enterprise. thus securing the initiative popularity and attraction of The plan for involving sponsors is to If we are awarded the title the Sponsoring & tourists. be really creative. In other words: We Fundraising department will be one of the first have to be pioneers on a mission. teams to be established. The first phase will Council members: 51 / Attending the vote: 44 / Votes in favour: 43 / Abstentions: 1 require at least one person on the operative Why? Because there is a profound level to do the (internal) preparatory work: Signature and round seal of the Chairman of Municipal misunderstanding about sponsoring in • an analysis of the sponsoring goal Council, Plovdiv Bulgaria. Companies and cultural operators for the Foundation – to ascertain how Arch. Ilko Nikolov III. Financing 88 / 89

much money or in-kind sponsoring in mind, we are ready to be persistent and 2. Sponsoring/fundraising with bilateral and will aim at providing a sustainable the Foundation requires in order to committed over a long period of time. trade agencies and industry organisations tool for sponsoring future projects. It will implement the whole programme and There are numerous examples of partners, be implemented in Bulgarian and English also to decide what amounts and in The third phase will consist of actually with whom we have already established and thus able to reach people from all over which forms support can be acquired. making concrete sponsorship agreements contacts e.g. the German-Bulgarian Chamber Europe and beyond – especially Bulgarians • a market analysis for potential and contracts, controlling the income, of Commerce, the Italian-Bulgarian living abroad and their friends & families. sponsors and research into the criteria documenting the spending and implementing Chamber of Commerce – Confindustria, The European Commission is right now which could motivate potential the quid-pro-quo promised in the sponsor the Bulgarian-Russian Business Club, the setting up an informal expert group on sponsors (including research of the packages (including e.g. free-tickets, meetings Bulgarian-Turkish Business Club, the Greek- crowdfunding, the European Crowdfunding relevant contacts for direct access) with artists, advertisements for the sponsor Bulgarian Business Club, the Bulgarian Stakeholder Forum (ECSF). Possibly these • matching (multiple) potential sponsors to companies in publications, branding venues Chamber of Commerce and Industry, developments will allow us to apply for funds specific projects (including analysing the and projects with the sponsor’s logo, offering The Chamber of Installation Specialists over the coming years or receive advice exact requirements for pecuniary, in-kind the Plovdiv 2019 logo for the sponsor’s in Bulgaria (CISB), Bulgarian National and training opportunities in this field. or media sponsoring of the project) publicity material, offering innovative Association Essential Oils, Perfumery • designing tailor-made sponsor and creative incentives for the workspace, and Cosmetics (BNAEOPC), Bulgarian 5. Development of a community foundation packages as an incentive and return supporting business events, offering team- Construction Chamber – and there are many for project grants as a long-term strategy service for the sponsor (to present building events and workshops with artists, more to contact on the national level. There have been initial talks with the at the very first meeting with the adding the sponsor’s name to refurbished Workshop for Civil Initiatives Foundation sponsor – contents negotiable) buildings and temporary structures etc.). 3. Sponsoring/fundraising (WCIF) which hosts the Mott Community with service clubs Foundations initiatives in Bulgaria (CSO) and The second phase will comprise the This would not be a Bulgarian application Service clubs such as Rotary, Lions, Round that financially supports the establishment following up of contacts with potential if it was going to be as easy as it sounds. Table, and Soroptimist could be very helpful and provides capacity support for the sponsors, arranging meetings between top The described approach is an innovation in giving access to other networks. Possible community foundations which have been managers of the enterprise and managers and not yet learned in this country. There activities with these clubs could include: created in Bulgaria in ten different cities. of the Foundation (including at least one has to be training and the right people to do • Organising fundraising / Plovdiv 2019 will foster the establishment person from the operative sponsoring the job. But we believe that if we can tap crowdfunding campaigns of a community foundation of this kind in team to ensure that any decisions made into the 6 billion euros of turnover from the • Inviting them to act as patrons Plovdiv by 2015. It can be funded in part are followed up on). The initial meetings companies only within the South Central and responsible project-partners from the financial support that the city has will serve to present the cause, the Region of Bulgaria by just 0.1% we could for specific cultural projects allocated for community actions. The funding sponsor packages with benefits for the reach a sponsoring value of 6 million euros • Communicating with the entire that is raised by the community foundation sponsor, the commercial potential of the for Plovdiv 2019 – and that only includes a network of clubs in other cities from different donation activities will be European Capital of Culture, and to make part of the country. But as we are Bulgarians (within Bulgaria and Europe) matched with the same amount by the WCIF. the sponsor acquainted with one or more we are reluctant to be too optimistic and are The local foundation will manage resources projects over a period of time, therefore sticking to a conservative estimate of 3.5 In addition, all potential partners in Plovdiv provided by a number of donators (large evoking a sense of ownership, willingness million euros income from sponsoring. – service clubs, companies, bilateral companies, SME’s, private initiatives and to be part of something big, and pride. trade agencies, and industrial chambers single persons) and grants funding to civil Some further ideas and plans for the have their own communication channels initiatives – from 2015-2019 mainly related Parallel to the one-on-one meetings potential involvement of sponsors and for raising funds: (websites, newsletters, billboards) and they to Plovdiv 2019 and after that it will add to groups of sponsors will be invited to will be provided with (online) material to the sustainability of initiated ECoC-projects. donator events in close cooperation with the 1. Sponsoring/fundraising from companies share information about Plovdiv 2019. Chamber of Commerce and trade agencies Branding: well-known Plovdiv brands in the The community foundation will: (see point 2 below) – with dinners and FMCG (fast-moving consumer goods) sector 4. Implementation of Crowdfunding • work for a specific geographic community presentations, artistic performances and the will be offered the chance to print the logo of The Plovdiv 2019 team and the cultural • be a mediator between local donators possibility for sponsorship commitments. Plovdiv 2019 on the labels of their products department of the city plan to introduce a and civil society organisations, help Key to successful sponsoring is the long- and an amount from each product sold will be crowdfunding platform which will be used donators carry out their charitable term bonding and our relationship with the given as financial support for Plovdiv 2019 as a means to include the general public intentions, create a culture of sponsors – so a considerable investment Sponsoring services and non-cash in the process of funding various projects giving, and provide transparent and of time and effort from the executive benefits for partners and guests in the areas of art, sport and culture in efficient use of donated funds management and all employees of the Providing specialists and experts for general. The website will support projects • encourage stakeholders to work together Foundation will be necessary and with this projects, legal & financial advice, and staff throughout the period from 2015 to 2019, in order to solve community problems III. Financing 90 / 91

and develop positive social capital will be working with and relate the pros b) Income to be used to cover capital expenditure • be managed by an independent body & cons and our good and bad experiences. that is not dominated by a single donator Our partners will also be invited to present and is not bound to authority structures their experiences and we will invite keynote • mobilise voluntary labour and manage speakers and workshop moderators from other forms of non-cash contributions other EU countries to share their models as • contribute to strengthening civil inspiration for us and the local cultural field. society by increasing awareness and ownership of projects After 2020 it will be crucial to make the acquired expertise sustainable, to continue the It is important to us that the expertise that learning process and to make the structures we gain on sponsoring will be shared with for sponsoring and crowdfunding enduring. As for the capital expenditure incomes we the city in table ‘b’ is so high for 2014 others in a sustainable way. We will do this We will build up the community foundation have only calculated the actual budgets and lowers over the years is that many by organising a yearly workshop from the mentioned above into a long-term competence that we know of now and which we can important infrastructure projects will be end of 2015 until the end of 2020 to which team that will continue working towards guarantee. We have no figures yet for finished in 2014 and the following years we will invite all the cultural institutions of an overall coordination of the fundraising funding which might be added by EU to be ready for 2019. These are figures the city and the private cultural operators activities for artists, the municipality and the programmes which are currently being we can now guarantee. However, the city we work with at a local level. Plovdiv 2019 local institutions and will serve as a national negotiated. This also applies to table might allocate more funds for infrastructure will present models of sponsoring that we reference point for sponsoring expertise. ‘a’ – there might be funding from the after negotiations with the EU about Creative Europe programme and others. structural funds have been settled. The reason why the income figure from 2.7. According to what timetable should the income be received by the city and/or the body responsible for 2.8. Which amount of the usual overall annual budget preparing and implementing the ECoC project if the city does the city intend to spend for culture after the ECoC receives the title of European Capital of Culture? year (in euros and in % of the overall annual budget)? a) Income to be used to cover operating expenses (in euro) The ambition of the City of Plovdiv is The surplus is to be spent on maintaining to increase the annual cultural budget the international cultural exposure of after 2019 to 6% of the overall annual the city and for legacy activities. budget (assuming it stays at around 100 m euro/p.a. and this will equal 6 m euro).

The 510,790 euros (the rest of 7.3 m euros) this section (see under 5.) as a sustainable that we receive from the city in 2020 continuation of the Plovdiv 2019 structures. could be used to establish a Community foundation as described in question 2.6 of supplement page V (Financing) IV. City infrastructure 92 / 93 IV. City infrastructure

1) What are the city‘s assets which, east of Plovdiv, branches south to Istanbul via Haskovo. This international in terms of accessibility route will soon be further developed (regional, national and with EU funds in order to make access international transport)? to the Southern Black Sea even faster. In a north-south direction to the east The formation of the city’s transport of Plovdiv, the E85 connects system is a result of its historic northern Europe across the Danube, development and its location on a with Greece and Turkey. main international crossroads – a European transport corridor in an east- Rail transport west direction, as well as the strongly Plovdiv is an integral part of several developed regional and national transport national and international rail networks, links from north to south. The strategic such as Paris – Milano – Belgrade – location of Plovdiv has made the city an Sofia – Istanbul – Ankara. The city important transport centre both in the is also located on one of the shortest past and nowadays. The Maritsa River, railroads linking the capital Sofia with which flows through the city, has been an the Southern Black Sea and Turkey. important factor for urban development, Because this is part of an international having influenced the transportation route, it is expected that over the next services in the whole region. few years this railroad will become one of the fastest in Bulgaria, through the General Accessibility implementation of various infrastructural Plovdiv is fairly easy to access either on projects financed by EU programmes. the road or by flight. The most common route for visitors from outside the country Plovdiv Airport is to fly to Sofia which is 130 km away Plovdiv has an international airport and then drive 1.5 hours by car or public that is situated 10 kilometers bus (which provides comfortable, fast and southwest of the city. cheap travel to the bus station in Plovdiv There are regular flights from Plovdiv city centre). In the city itself moving airport to London Stansted and Frankfurt as a tourist is comfortable since sites Hahn. The airport also specialises in in the centre and Old Town are within charter flights to Bulgarian mountain walking distance and taxis (as well as ski resorts during the winter season buses) are a cheap means of transportation from December to April. The challenge for sites beyond the city centre. is to involve the other municipalities in the region in cooperating with Road Transport the opening of new flight routes. An international route passing just north of the city in a west-east direction is Public Transport the E80 (A1) road, which links Sofia Plovdiv is served by a high-quality with the Black Sea port of Burgas and public transport network which A part of Plovdiv’s transport network

IV. City infrastructure 94 / 95

than 300,000 tourists per year visit Plovdiv cultural events in the city. This is one of only on a day-trip on the way to and from the reasons why the main group of tourists other destinations such as Sofia, the Black comes to Plovdiv only as day tourists. passenger’s request. There are regular consists of well-developed municipal, Sea or the ski resorts around Plovdiv. So in the lead up to 2019 our Municipal bus routes which access even the regional and national transportation ECoC 2019 provides Plovdiv with a Tourism Board will work closely with most remote areas in the city and the systems with sufficient capacity major opportunity to drive growth in our the European Capital of Culture team to nearby villages. The city has three to meet passenger’s needs. visitor economy. So Plovdiv’s Tourism target tour operators much more effectively main bus stations (North, South and Public transport includes buses and Strategy 2014-2020 puts the European to include cultural visits to Plovdiv as a Rhodope) in the city which service both mini-buses. These mini buses travel Capital of Culture at the core of our plans key element in their holiday packages. international and domestic destinations. along a defined route but are faster to raise tourism numbers. It aims at an than buses because they stop only at increase in overnight stays of 6% per year from Bulgarian visitors and 8% per What projects are to be 2) What is the city’s absorption capacity in year from foreign visitors over the next 3) terms of tourist accommodation? seven years. The absorption capacity can carried out between now and comfortably accommodate the increased the year for which the city With more than 4,200 beds in the By the end of 2013 there were 110 numbers of visitors. The Strategy also is applying for the title of city and around 9,100 in the Regional hotels, hostels and guest houses in targets increasing the number of arrivals European Capital of Culture District, Plovdiv has ample capacity Plovdiv including two 5-star hotels, by 20% per year for Bulgarian visitors in terms of urban and tourism to meet the needs of expected guests seven 4-star, 41 3-star, 24 2-star and and 30% for international. The average 36 1-star accommodation facilities. infrastructure, including, and tourists, should Plovdiv be the stay in the city is targeted to rise from an renovation? What is the European Capital of Culture 2019. average of around 1.7 nights to an average of 2.3 nights between now and 2020. planned timetable for this?

Cultural Tourism One of the major infrastructure projects Our primary target groups for cultural that we plan to implement up to 2019 is tourism are the 14% of Europeans and the the creation of a social-cultural centre 9% of Bulgarians who choose “culture” (Cultural HUB) in the largest Roma quarter as a main motive to spend their yearly in Europe, situated in the heart of Plovdiv, vacation at a specific destination. Secondary Stolipinovo. The centre will provide space target groups are those that consider for the Roma Community to showcase their culture as something “in addition”. ethnic identity – through the presentation of Roma songs, dances, and restoration Cultural tourism is a non-seasonal tourism of some of the traditional Roma crafts and can generate enormous added value. etc. Moreover, the municipality intends The numbers above show the huge potential to implement a multi-level infrastructural for our cultural tourism especially if strategy for the Roma quarters in which looking at those estimated 300,000 day renovation of streets and the construction visitors who – with the right marketing of new housing is planned. The amount implemented in 2016 through to 2018 – of the overall investment including will be potential overnight guests for 2019 projects that are not directly related to and the following years. If we can get the cultural activities of Plovdiv 2019 is only 30% of the day tourists to spend one expected to reach 2.5 million euros from night in Plovdiv, this alone would make the municipality’s infrastructure budget. an increase of 90,000 overnight stays per year – a 25% increase compared to 2013. A multifunctional mobile Contemporary Our 4,200 beds offer a yearly capacity of from Turkey, Greece, France, Germany, Hall of Culture will be built before 2019 on 1.4 million overnight stays, which shows and UK. Primary target markets for Also, according to our research, only 25% land provided by the City Hall following a significant surplus in capacity compared Plovdiv’s tourism marketing are Austria, of the tour operators include museums the example of Temporary Kunsthalle to currently around 350,000 realised stays. Germany, Greece, UK, and Romania. and galleries in their packages and only (Berlin) and the Temporary Straw Theater Currently, overnight visitors from abroad Additionally day tourist numbers have not 9% include concerts, festivals and other (Tallinn). Our Contemporary Hall of Culture amount to almost 40% and mainly come been monitored and yet we estimate more V. Communication strategy 96 / 97 will not be temporary but transformable 2016. Another network of information V. and movable. It will function as cinema, points situated near the railway station, the opera, circus, gallery, conference hall, airport and the outskirts of the Old town Communication dance hall, and exhibition hall. It will will be installed from 2016 to 2018. be built as a modular system which will allow it to be easily built and dismantled. The restoration of the visible part of the strategy It will combine traditional ecological and Roman stadium is planned to be funded by modern eco-friendly materials with high- the EEA Grants programme. The larger part 1) What is the city‘s align our communication strategy with tech construction methods and equipment. of the stadium is situated underneath the the objectives identified in different intended communication strategies which all aim at the medium- The modern and lightweight construction main shopping street of the centre. There are strategy for the European will be able to be moved in order to bring plans to excavate it as a new archaeological and long-term development for Plovdiv: culture into the residential areas as well as site and underground museum in the Capital of Culture event? • the Cultural Strategy 2014-2024 to nearby cities. It is planned to be built in next years – during the new European • the Tourism Strategy 2014-2020 2015 – 2016 at a cost of of 995,000 euro. funds programme period 2014-2020. Guidelines • the Municipal Development We will make the motto ‘Plovdiv Plan 2014-2020 A multifunctional sports and cultural facility A large number of construction, restoration Together’ a navigation tool and inspiration has been built. There is still some interior and conservation projects have been for our communication strategy. From all three of the above we can gain work remaining that will be completed included in the Municipal Development Plan The communication for Plovdiv 2019 aims useful insights which the communication in 2014 and 2015 including an Olympic for 2014-2020 financial periods: museums, at actively promoting and contributing strategy for the European Capital of Culture size cycling track. It will comprise 9,000 galleries, and different public spaces to, but not patronising public discourse, can address in specific areas. For example seats and 3,000 square metres of combined that can be used for creative purposes. dialogue and cooperation between citizens, the Cultural Strategy gives an analysis of space for sports or cultural events. These projects will be implemented artists, NGOs, and cultural operators in the communication deficits on the inside between 2014 and 2017. Their cost is Plovdiv and specific target areas in Europe. (e.g. between cultural institutions and The municipality has allocated funds to calculated at around 5 million euros. their audience) as well as on the outside finalise the changes on the central city We want to assess the success of our (e.g. inadequate tourist offers). With the square. The projects include an overhaul of The list of projects is not conclusive. If communication in hard, countable facts communication strategy we will follow the buildings and their facades so that they Plovdiv gets the title some other projects as well as soft indicators, evaluating this inside/outside approach of the Cultural fit in with the architectural style in this area. directly connected to the cultural and wide media coverage as well as joint Strategy – the inside focussing on cultural The tallest building on the square currently touristic needs of the city will be developed. activities between local and European education oriented towards the needs of the houses the majority of the municipal However, the municipality guarantees artists, assessing numbers of exposures citizens and the outside approach focussing administration and includes a concert hall that these will not affect the funding as well as results from meetings between on cultural tourism and on the outward which is planned to be refurbished in 2014 from the city for the artistic programme. local cultural institutions, monitoring perspective towards potential visitors and 2015 at the amount of 500,000 euros. We have agreed with the deputy-mayor the number of clicks on our online and other external stakeholders. This is responsible for infrastructure that four campaigns or „likes“ on Facebook as well – in a nutshell – the dichotomy in which A new economic cluster – the Food temporary constructions will be built in as the „mood“ in which our audience and we operate: on the one hand we want to Tech Park Plovdiv – is being planned order to provide spaces for exhibitions, participants discuss specific activities on build up trust and enthusiasm in the local in the 77 acre underdeveloped area of dance performances, and contemporary art social media. Our communication policy population to see the European Capital of Gladno Pole. Along with the building installations. Resources from the Structural is devoted to cherishing the values of Culture as their very own project and on of high-tech enterprises, research Funds and the Cohesion Fund will be used openness and reciprocity. The process the other hand we want to communicate facilities and laboratories, new residential for important and sustainable touristic is a multi-lateral one with a sender with and attract potential visitors from far buildings will also be built. projects. However, we cannot include communicating with a recipient, recipients away. This is a challengingly large target those funds in the bid book as the National communicating among each other and group but it also combines to a synergy: A third Tourist Information Centre close to Strategic Reference Framework is still being speedily interchangeable roles between if we can create vibrancy and spirit the Roman Stadium in the city centre will negotiated in Brussels at the time of writing. sender and recipient – meaning we together with the local population, then be completed by the end of 2014 with new intend to listen as well as „broadcast“. this is the best welcoming energy we can tourist routes and information boards that communicate to our potential and actual lead to the Ancient Theatre. Additionally On a much larger picture than “just” visitors from Bulgaria and Europe. And a tourist digital guiding system will be communicating ECoC events we feel this spirit can make all the difference. set up by the municipality in 2015 and it is useful in terms of sustainability to V. Communication strategy 98 / 99

Target Groups and tailored to the language of each of the • The Italian ECoC 2019; past, current ECoC through small happenings especially Stakeholders local target groups and stakeholders. and future ECoC and city candidates in the suburbs and places off-the-beaten- In parallel, the communication on the • European partners and networks of track like when German born Sicilian piano national and especially at European level the cultural operators in Plovdiv artist Davide Martello performed in Plovdiv. Target Groups has to be focused on specific target areas • European artists, specialists and Next to direct offline communication, Just as Plovdiv is a city of different ethnic and target groups since it is impossible institutions who participate in our projects media and advertisement, we will make and religious groups, different social for us to reach an audience of more than • EU institutions use of digital tools such as websites and groups, groups with different tempos and 500 million people in EU 27 alone. • Local restaurants, hotels, caf s, social media like Twitter and Facebook mindsets, our communication will also é bookstores and all service- to keep Plovdivians well informed. have to be multi-faceted and varied, related businesses • Public and private transportation National level companies (including taxi-companies) The communication of the Plovdiv 2019 • National entities like the programme on the national level is closely Bulgarian National Railway and connected to the city’s Tourism Strategy the national airline Bulgaria Air 2014-2020. The joined-up approach between tourism measures and our communication is At home and abroad especially relevant for the national audience and tourists from Bulgaria. We will focus on Local and regional level partnerships with local touristic businesses As a first step of communicating Plovdiv and operators to encourage the development 2019 we aim to gain the support of local of tourist packages tailored to the ECoC citizens by actively involving citizens programme for Bulgarian tourists. These in becoming part of the ECoC event, to packages are to be sold through package contribute with ideas and feedback, to join holiday websites popular in Bulgaria as volunteers or to promote and spread (e.g. grabo.bg; vsichkioferti.bg, etc). their enthusiasm for the event among their friends here and abroad. Our goal must be The classic marketing mix approach will be on the one hand, to spotlight the activities better invested here than on the European offered by Plovdiv 2019, and on the other, level. For promotion on the national level to motivate them to become senders rather we have also gathered a support group than recipients of communication. consisting of more than one hundred celebrities, artists, sportsmen, musicians Partners and Stakeholders and embassies abroad As Plovdivians are spontaneous – our Ayliak and public figures among whom Petar Our local, national and European • Individual artists and independent attitude allows us to enjoy whatever of Stoyanov (former President of Bulgaria), partners and stakeholders, a vital part of artist groups, the socio-cultural scene interest comes our way and it is not difficult Svetlin Rusev (painter), Valya Balkanska our communication strategy, will help • Tourism organisations, tour to arouse curiosity among those people (Bulgarian folk music singer), Tsvetana us amplify and deliver our message to operators, logistic companies who are interested in culture with open air Pironkova (tennis player), are going to the intended target groups. We have • The business community, activities – people will always find time to be multipliers and help us attract people formalised more than 50 partnership investors and sponsors (including enjoy some music or street artists, or have from Bulgaria, including the considerable agreements with different organisations international companies headquartered a little chat about the latest events in the numbers of Bulgarians living abroad, to and networks and we intend to continue in Plovdiv/the region) city. We will find ways to address the local come and visit Plovdiv 2019. We aim expanding our international partnership • Professional and trade organisations, population according to specific interests at expanding the support to a European network. Some of these include: chambers of commerce, trade unions of the target groups – young people need level involving people who can create a • The municipality of Plovdiv, municipal, • The media (local, national, a different approach than senior citizens link to Plovdiv – like UK Ambassador regional and national institutions Italian and European) or families, and minorities or people who Jonathan Allen, who lived at the home of • Cultural institutions in • Key opinion leaders (KOLs) such normally don’t participate in culture will a Plovdiv family for three weeks before Plovdiv and Bulgaria as bloggers and travelling journalists need specific attention, too. Info Points in his official appointment, in order to get • Ambassadors, cultural attaches (e.g. Krzysiek Filipiuk writing the city are options well received. People acquainted with the Bulgarian way of life. and foreign cultural institutes in for travel portal monoloco.pl also enjoy the direct approach to promote the Bulgaria and Bulgarian institutions and oldlongroad.blogspot.com) V. Communication strategy 100 / 101

European level neighbouring countries such as Romania, We have excellent cooperation with local If we are nominated for the ECoC title, we Communication on the European level in Turkey, Greece, Serbia and Macedonia. and regional media, having their support and will also approach media in other Balkan order to attract a European audience to We will create communication synergies good coverage of our activities. We have countries (e.g. Serbian Kurir and Blic come to Plovdiv is our biggest challenge as with the Italian ECoC through joint also negotiated a media partnership with the newspapers, RTS1 and RTS Culture and Plovdiv is little known outside Bulgaria. presentations at tourism fairs and influential newspaper in Southern Bulgaria Arts TV channels, Macedonian Dnevnik Our communication strategy for the conferences, joint facebook groups, live- “Maritsa”, the most frequented websites for newspaper and the Croatian 24sata), Italian European audience rests on 5 pillars: streaming of events and digital activities– news, lifestyle and culture (plovdiv24.bg, media (e.g. La Stampa, Il Corriere della including alternative accommodation podtepeto.com, kapana.bg), the two national Sera, La Repubblica, Rai TV and Rai Radio) 1) focus on relevant target groups (couchsurfing/airbnb-principle) and a radio stations (regional digital editions) – and specialised media in different European We will commission a throrough analysis city guides programme matching young Radio Plovdiv and Darik Plovdiv, as well countries according to the projects we of our most likely potential visitors – – not only Italian – visitors and young as with the local branch of the national TV want to promote. We will also cooperate e.g. tourists who like city trips; special Plovdivians for alternative tours. – BNT 2. Next to the regular coverage of with the Ministry of Economy and Energy interest audiences for our projects etc. 4) emphasise digital communication Plovdiv 2019 initiatives, these media will to use their media partnerships abroad. 2) focus on synergies with tourism offers By focussing on interactive digital provide space and time for appearances International journalist tours will be a yearly This means we will cooperate closely communication tools we can increase the on programmes, interviews, information event between 2016 and 2019 in order with relevant tourism players such as the numbers of exposure to an incredible extent about events, and announcements etc. to enhance European media coverage. municipal tourism agency, the local tourism – something we could only dream of by Targeting a young audience our media association, private tour operators, the using only classical advertising tools. In an partner is the youth web portal mediacafe. Digital Communication Strategy international tour operator conferences already established partnership with Google bg with whom we cooperate on various “The Internet is becoming the town square in Plovdiv that take place twice a year; Bulgaria we will develop an interactive initiatives such as photo, video and for the global village of tomorrow”, says the Ministry of Economy and Energy campaign targeting a broad European an essay competition on the theme Bill Gates. Considering that Plovdiv is responsible for tourism to promote Plovdiv audience inviting them to take an interactive of “Freedom without Borders”. one of the best connected cities in Europe 2019 at national and international level and walk on the streets of Plovdiv. To increase Special attention will be paid to the with cheap, fast and reliable access to the feature Plovdiv at international tourism the reach of our communication and raise partnerships with national media such as internet, we have decided to make full trade fares in Berlin, London, Belgrade media coverage, we will invite journalists National TV and the Radio with its cultural use of this advantage in our project and and Moscow. Aligning with the plans in of digital media and bloggers from all over programme “Hristo Botev”, which we include a strong digital element (not only) the Cultural and Tourism Strategy we will Europe for a weekend in Plovdiv. Bloggers, have contacted already. Other broadcasting in our communication strategy. Our digital foster the development of better tourist key opinion leaders and enthusiastic media with which we will closely cooperate strategy presents our views as of today, products (packages; facilitating visits to young travellers (eg. Hitchhiking Europe) are NOVA TV, bTV, Europa TV and TV7. however, we are aware that this is a very cultural events) and create synergies in will be amplifiers of our communication Live broadcasting of concerts and events, dynamic domain, and until 2019 there will advertising (e.g. in primary tourist markets). on the digital level (for more see also exclusive interviews and daily reportages be many new developments in the field. 3) focus on European visitors Digital strategy further below). from the events will be negotiated as part of Our digital strategy relates to our artistic who are already “close” the partnerships. We have worked together programme, to the necessary documentation There are hundreds of thousands of day- Communication Tools with national daily newspapers such as Trud, and archive of the ECoC and to the tourists coming to Plovdiv every year – and Channels 24 Chassa, and Standard and with some communication strategy. It will include most probably they exceed the number of national online news agencies: Focus, Cross three focus points: digital platforms, overnight-tourists by far. Nobody knows Media and Public Relations and BTA, which have regular columns on social media, and IT innovations. the exact figures since they have never In order to appeal to both national and culture. We are currently trying to strengthen been monitored. We will monitor their international media, we will have a press our ties with the other newspapers such ● Digital platforms numbers and do surveys in order to gather team and for the events, especially the as Telegraph, Monitor, Sega and Pressa. All activities of Plovdiv 2019 will be more information about the types of people opening event, we will set up an international A wide range of national internet sites gathered in a digital format on our website visiting Plovdiv. Our aim is to convince press centre – to deal with journalists, media will also be invited for media partnerships in at least Bulgarian and English. The the day-tourists who visit Plovdiv in 2015- inquiries, publicity, and the development such as dnevnik.bg, Capital light, webcafe. website will allow visitors to participate 2018 to come back for an overnight-stay of content for our own communication bg; kultura.bg, and websites with a focus by leaving comments, posting photos in 2019. We will also address European channels before, during and after 2019. We on culture, art, and lifestyle (e.g. art:box, and will feature interactive tools, for visitors in Sofia and at Bulgarian ski/ will sustain a bi-lingual communication with cult.bg, festivals.bg). To finalise the list example to allow visitors to make their Black Sea resorts and at the relevant local, regional, national and European media of our national media partnerships we own ECoC catalogue of highlights. border entry points as well as at airports in order to promote the Plovdiv 2019 event will have to wait for the final decision Plovdiv 2019 is a chance to develop the in the country. Close-by target groups via traditional media, through journalists’ of the jury, as the media landscape existing cultural calendar platform into an will also be citizens and tourists in our tours to Plovdiv and a digital outreach. in Bulgaria is quite centralised. integral sustainable tool for Plovdiv that V. Communication strategy 102 / 103 unites activities on all levels – municipal, functionalities of Foursquare, Facebook of Plovdiv based on the existing cultural online tools such as Google AdWords, private, free scene and Plovdiv 2019 events Places, Twitter, Google+, Instagram, map (http://www.plovdiv2019.eu/mapping/ Facebook ads, mobile app advertisements, – including those of the festivals in the Pinterest, Tumblr, Youtube, Vimeo, with a en/index2.html). The users will be able to and YouTube pre-roll screens; region which will be made visible through series of hashtags (e.g. #plovdivTogether, interact, ‘like’ and share favorite places • Outdoor Advertising – including a cluster-approach (RegionalE) rather than #plovdiv2019), educational and interactive and events and post their own pictures and branding of taxis and public transport being presented as scattered single events. social gaming campaigns and cutting- comments about events they have visited in the city, megaposters on corporate The Plovdiv 2019 website will include edge technologies that will come up in or they would like to participate in or make partners’ headquarters, branding in local blogs and interactive elements and will the years between now and 2019. their own agenda, appointments with friends stores, restaurants, and bookstores showcase what we do to a broad audience and make use of other interactive options. • Advertising in the broadcast in Europe – including for example live ● IT innovations media – radio and TV spots and streaming from projects such as Adata Companies and experts from the high-tech In addition, as Plovdiv is largely unknown participation in programmes Island, Digital Tunnel or the activities in the sector will collaborate with the municipality abroad, if we win the title we need to make • Merchandise and give-aways Chitalishta; streaming videos and pictures and local cultural and tour operators to people interested in the past and the present • Info-points using volunteers in cooperation of all art works, projects and photography achieve a wide ranging visibility for Plovdiv of the city. Thus, we will develop with with the City Tourist Information Board that are made for and during the year 2019’s artistic programme. Together with our partners an extensive podcast library • Advertisement placement, branding, 2019 and creating a virtual European the business sector, the municipality will containing free download podcasts on topics onboard magazines and promotional Capital of Culture – also to serve as an ensure that there will be as many as possible about Plovdiv’s history, contemporary art material on the Bulgarian National archive after 2019. Modules for carsharing, public spaces with free wi-fi and with and culture, cuisine, lifestyle and trends. Railway, Bulgaria Air, long-distance bus couchsurfing and alternative guides will Plovdiv 2019 as landing page – possibly We will use open licences for the content companies, and ferryboat services along make it easy for young visitors to plan their shared with corporate sponsoring partners. where possible to ensure wider reach and the Danube River and Black Sea. stay and get in contact with the locals. Web designers will develop various distribution of the content created for the applications for smartphones and QR codes ECoC 2019 event. Upon completion of the The capacity building programme for different projects and topics. Digital ECoC programme, a full online audio, visual CABADEPLO will make exstensive use apps will ensure the opportunity of an and text archive will be created leaving of online tools like webinars and online interactive tour through cultural and touristic an open-source database of knowledge tutorials – many more people than the sites as well as of online participation in and artefacts which can be built upon live participants can be involved in the the events from anywhere in the world further, while maintaining high standards CABADEPLO activities for example and especially for people with disabilities, for data and visual identity protection. through live-streamings, webinars and for whom special online platforms and skype discussions – and who knows what mobile apps will be developed. Advertising other tools will be available in 2019. The classic marketing mix might be A centralised ticketing service as well as a These activities will be coordinated with the outdated in 2019 and the truth is, we Workshop Plovdiv, 2014 “one-stop-shop” for all events and products, Google partnership to develop an interactive will never be able to afford extensive linked to tourist offers and packages will Google Street View map of Plovdiv. To advertising – especially internationally. allow visitors easy access to our programme. attract more people to the virtual and to We will rely mostly on partnerships an actual visit we will use targeted online and innovative online advertising: ● Social Networks tools such as Google AdWords, Facebook • Internet advertising and web marketing – Due to limited ressources for advertising ads, and YouTube pre-roll screens. The We will apply innovative online we plan to reach most of the target groups overall campaign will be easily accessed marketing as well as social and viral through social media. Besides our website, from all-over Europe. However, we will Internet advertising. A team of SEO our social media groups give us the most specifically target citizens in primary (Search Engine Optimisation) and online direct opportunity to interact and involve markets based on the Tourism Strategy of marketing experts will assure that content followers from Bulgaria and abroad. We will countries such as Austria, UK, Germany, about Plovdiv 2019 is fed into different provide a regular information feed there – Greece, Romania, Turkey, and France. international specialised and popular web video and photo content, news, interviews, Further, a wide-scale project that we are portals for art and culture as well as social quizzes, open debates, volunteer blogs, planning to develop together with web networks. Banners and options for quick webinars etc. There will be a possibility designers is a 3D cultural map of the city links to the Plovdiv 2019 website and for people to make personalised online containing current artistic events, as well social group pages will be published in agendas and share it with friends online. as an option for an audio tour through the popular regional and national websites. We will also make extensive use of the daily cultural calendar and the cultural map Further, we will use precisely targeted V. Communication strategy 104 / 105

Communication timeline 2) How does the city plan and good practices in the area of European Union Studies. Sources for to ensure the visibility of funding of these activities could be the European Union, which the Europe for Citizens programme is awarding the title? (2014-2020) in the field of democratic engagement and civic participation or We will comply with the EU regulations the DG for Education and Culture. concerning the ECoC branding and will include the symbol of the European Another aspect of the programme will be Union in all of our digital and print a student essay competition (in different publications. We are planning more age groups) which will be organised initiatives which will raise the visibility annually up to 2019 when a collection of the European Union in Plovdiv. of the best essays will be presented as part of our main literature project As young people are one of the groups WEB451. One of the possible prizes we specifically want to engage in being is a trip to the European Parliament in more aware of the ECoC as an EU Brussels. In order to make the EU more initiative, we will organise a sequence visible in the city we intend to put QR of seminars, discussions and practical codes on specific sites and buildings workshops with high school and that have been developed through EU university students in Plovdiv involving funds and connect them to the digital our partners The Red House Centre platform of the EU workshops. for Culture and Debate (Sofia) and We will offer a series of events dedicated the Time to Talk (European Houses of to the European Union including Debate) network. As guest lecturers we highlight events within the EU Focus will invite renowned researchers from Group activities each May between Bulgaria and abroad, who specialise in 2016 and 2020 as a “Month of Europe”. European politics and culture. During Further, we are planning to organise the these events the students will discuss European Heritage Days in Plovdiv in and research European culture, the role September 2019 to make our common of the EU within the peace process in European cultural heritage visible and Europe, what it means to be a European celebrate what Plovdiv has to contribute citizen and how Europe is going to to the shared European culture. compete with up-and-coming cultural “markets” in other parts of the world. This kind of “EU Focus Group” will also need a digital platform where people can participate in webinars, watch videos of the lectures, take part in quizzes and use other (interactive) material so that the reach towards the community and among similar groups Europe-wide is increased. They will be organised in partnership with our above mentioned partners, the universities and schools in the city and there is a possibility that these events grow into a Jean Monnet Network which typically have a duration of three years and work on topics about building up knowledge, experience VI. Evaluation and monitoring 106 / 107

Plovdiv’s monitoring and evaluation also intend to explore external sources VI. process will be managed by an external for funding our research given that the expert company and facilitated by European Policy Group’s guidance is Evaluation and Plovdiv University Paisii Hilendarski’s that a properly resourced evaluation experts. We have also identified some programme could cost around 1% of the international experts who can guide total ECoC budget. We have set out some monitoring our team, especially in the early years, indicative milestones after the table. based on their experience of successfully delivering similar programmes. Together they will form our Expert Panel. We 1) Does the city intend to the model set out in Leeuwarden’s 2018 bid – where they were very clear about set up a special monitoring using baseline data and setting targets and evaluation system: which gave a clear indication of how they intended to make their community a) for the impact of stronger economically and socially. the programme and its This has led us to focus our measurement knock-on effects? framework on four key areas we have called ‘Assessment Areas’. They are: Plovdiv is keen to develop an innovative • Culture Sector Transformation – this system of evaluation and monitoring which covers the key areas of cultural access not only enables us to see the impacts and participation (essentially growing of the European Capital of Culture year, our audience, particularly from areas but also offers the city a new approach which are currently less engaged) to analysing and assessing its broader and cultural vibrancy – increasing cultural, social and economic situation. quality, range and internationalism. Our system combines existing and new • Image and Identity – we are looking methods of assessment and will involve to see much stronger recognition of institutions which are able to continue Plovdiv as an international cultural the evaluation process in the crucial years centre, and to grow our cultural tourism; following 2019. In this way we will be we will also measure changes in able to assess the long-term development self-perception – how the confidence of Plovdiv’s economic and social health. and civic pride of local people Developing our evaluation of ECoC grows through our ECoC journey. impacts requires us to measure aspects • Social Impacts – here we are keen of Plovdiv that have not been measured to target specific issues and concerns before. This is why we will begin the – making Plovdiv a happier and capturing much of the information in more tolerant place and also making 2015. We will thus construct a strong basis a major contribution to reducing for an innovative system to measure the school drop-out rates and illiteracy. scope and scale of the ECoC’s influence • Economic Growth – the thing that, in as well as capturing greater citizen the long term, will ensure that Plovdiv engagement. We have used the broad 2019 is seen to have a lasting long- framework set out by the European Policy term impact is the impact on the city’s Group through which several previous economy. We focus particularly on ECoCs made recommendations to help the directly affected areas such as the guide cities like ours who have more economic impact of the cultural, creative limited experience in this field. We have and tourism sectors, but also look to see also incorporated some of the ideas in more general employment growth and diversification of Plovdiv’s business sector. VI. Evaluation and monitoring 108 / 109

Key milestones b) Does the city intend to 2014 Review targets and strategy set up a special monitoring documents. Appoint independent experts. and evaluation system for Hold workshop with International Panel. Agree on resources and timetable. financial management? Connect with 2019 Italian City. 2015 Set baseline indicators. Recruit The monitoring and evaluation for financial volunteers to undertake qualitative management 2014-2020 will be executed evaluation and begin with existing on a first level through the supervisory events. Secure funding. Produce and function of the Board of Directors who may publish baseline analysis and targets. also commission financial audits by external 2016 Continue to review targets against experts if they deem it necessary. In ECoC progress. Review approach addition the rules and regulations provided against other ECoC models. by Bulgarian law help to guarantee that 2017 Second baseline measurement. the financial management is supervised: Review continued relevance of indicators • Through an internal financial management and targets. Revise if needed. Analyse system – already established in the current developments in media coverage. Foundation via a number of internal 2018 Ensure resources and systems procedures aiming at guaranteeing available to measure 2019 activities the legality and efficiency of each and outcomes. Produce analysis of expenditure. In general the system progress against baseline around requires a “triple signature procedure”. time of programme launch. • By audits performed by the internal 2019 Undertake major measurement auditing body of the Municipality exercise throughout ECoC year. Look which can be requested by the to produce interim report on first six mayor at any given time. months around September. Use data • Through a mandatory annual financial to inform post-2019 planning. audit performed by an independent auditor 2020 Publish main analysis around by the 31st of March each year. The auditor May/June. Link to new strategy will be selected by the City Council. The documents and build key post-2019 audit report will be made public via the objectives and targets. Hold conference register for non-governmental organisations to announce and share outcomes. established by the Ministry of Justice. • External audit by the Court of Auditors – financial control carried out by the State Court of Auditors aimed at examining the efficiency and legality of the expenditures. The Court of Auditors may also refer to the state financial inspections agency in cases of irregularities discovered during the audit. In order to create maximum transparency and go further than mere monitoring we will commission the same independent experts who evaluate the programme with a final evaluation of the financial management at the end of 2020. VII. Additional information 110 / 111

• Politics (previous Bulgarian utilise the potential of our citizens and VII. government ignored Plovdiv, creation involve them actively in the problem- of artificial regions around Plovdiv) solving and decision-making process in Additional information our city. This is of the utmost importance, 2) Does the city intend to especially in terms of a significant develop particular cultural European issue like the recognition of projects in the coming years, Roma and Sinti in European societies. irrespective of the outcome of The trapApart project is already galvanising 1) What, in your opinion, museums and art galleries) its application for the title of • Social issues (largest Roma- the city’s cultural potential and bringing are the strong points of the ghetto in Europe, lowest wages European Capital of Culture? a true European dimension to cultural city’s application and the in Bulgaria and the EU, socialist events in Plovdiv by inviting young artists parameters of its success as heritage, exaggerated self-esteem, The ECoC bid has already had a great and creative people from all parts of European Capital of Culture over-reliance on past glories) effect on Plovdiv. The city is more Europe for events and residency projects. and what, on the other • Lack of communication/cooperation committed than ever to focus on culture As decentralisation is a very important and creativity as driving forces for social topic for us we will focus our efforts on hand, are its weak points? (lack of unity in cultural groups, no communication between groups) and economic change. Thanks to this re-establishing the role the Chitalishta candidacy, irrespective of the outcome network used to play in the lives of We are ready and eager to tackle our deficits of the competition in September 2014, Bulgarians, as centres for the community’s and build on our strengths. We have the Opportunities • Marketing (broader media representation, Plovdiv will have adopted its first Cultural social and cultural life, creating a sense of courage to name what is lacking, but can Strategy for the 2014-2024 period. The togetherness. We will continue working in see our opportunities and are willing to put vast tourism potential yet untapped, adding Ancient Plovdiv to the UNESCO strategy is closely aligned with the goals these areas, because they represent essential energy into them. Plovdiv needs this title and values of the ECoC project. goals for our city: starting a dialogue and is determined to make good use of it. heritage list, Plovdiv’s heritage as being Europe’s oldest living city) In recent years the financial crisis and the with marginalised ethnic groups (Social drain of young people from the city has Innovation Days etc.), giving young people Strengths • Cultural projects (tackling deficits and lack of togetherness through arts and considerably harmed its cultural life, making the opportunity to work and create while • Cultural infrastructure (eight it hard for organisers to attract sponsors and establishing strong connections with Europe universities, art galleries, cultural culture, involvement of citizens) • New links in the cultural infrastructure financial support. Plovdiv’s candidacy has (trapApart), and making sure that everyone institutions, rich cultural calendar, boosted enthusiasm and hope. This is one of has equal access to culture (Chitalishta). festival scene, historical sites, (establishing creative industries, 100 year history of cultural the reasons why not being awarded the title traditions, individual creative artists) would be a hard blow on the self-esteem It goes without saying that without the • Geographic location (trans- institutions, international fair, local arts education institutions) and on the positive attitude towards culture ECoC title these projects will take longer European transport corridor, nature, that has been triggered over the past three to produce results and the said results archaeology, green spaces, situated • Channelling new resources (nature, new sport sites for cultural venues, European years. It is almost certain that enthusiasm will be limited in their scope and scale. between two mountains) and active participation would not be easily Being able to take advantage of the • Audiences (multi-ethnic funds, revival of crafts, converting cultural resources into industries) kept at a high level without the European work that has already been done and the environment, youth) Capital of Culture title. But we are also connections that have been forged is of Threats aware that certain projects and processes great importance for us, but we believe Weaknesses that have started will continue because we there should be a stronger incentive for • Deficits in Art Management • Communication (dialogue between cultural institutions amongst themselves want to boost the cultural vibrancy of the bidding cities to plan their ‘plan B’ strategies (museums close for lunch, poor city. If we are not awarded the title, we will carefully and realistically. In May 2014 city marketing/branding, lack of and with civil society/potential audience) • Social structure (brain drain, concentrate on strategic goals and continue Plovdiv took part in a workshop organised cultural managers, centralisation of working on projects that have already been by the Italian city of Siena, titled ‘In cultural processes, lack of business demographic change, inertia/ laziness, negativism) launched. For example the Social Innovation Culture Everybody Wins’ which focused skills in culture organisations, Challenge and the Changemakers Academy on the bidding cities’ strategies if they lose. little individual initiative of other • Resources (monuments falling apart, global economic crisis and special already took place in April and June this It was decided that the results from the cultural players, no strategic plan) year, while the Empatheast Global Social workshop will be presented as a paper to • Lack in Audience Development hardships in Plovdiv region) • Audiences (lack of interest in culture, Innovation Summit is planned for October political representatives and the European (low public interest in art and 2014. We hope to turn these events into Commission. One of the recommendations culture, bad presentation in some proximity of Sofia causes a drain of people, exclusion of ethnicities) annual ones. Initiatives like these help us in this paper, suggested by Plovdiv, will be to expand the Melina Mercouri fund in order to include an award for the best implemented ‘plan B’ strategy by a losing candidate. In this way, we believe, the positive effects we have seen in our and many other cities will not be lost, but multiplied thus emphasising the importance of the ECoC project on a European level and guaranteeing that indeed, in culture everybody wins.

3) Please add below any further comments which you deem necessary on the subject of this application.

We would like to express our gratitude to all citizens, volunteers, artists, cultural operators and cultural institutions in the city and the region who have contributed ideas, time and passion to this bid. A big 'thank you' to our international partners in Europe who have embarked on a journey with us without being guaranteed a positive outcome and yet they contributed greatly and shared our enthusiasm. Together we have made this work possible! Credits

Published by: Municipal Foundation Plovdiv 2019 6, Arch. Hristo Peev Str., 4000 Plovdiv

Mayor of Plovdiv: Ivan Totev

Deputy Mayor for Culture, Tourism, Education and European Policies: Stefan Stoyanov

Board of Directors: Prof. Daniela Djeneva (Chairwoman), Milena Chakandrakova, Dr. Mariana Cholakova, Ameliya Gesheva, Lyubozar Fratev, Penka Kalinkova, Manol Peykov, Arch. Rumen Rusev

Team of Plovdiv 2019 and authors for the Application form: Djema Baruch (Executivе Director), Valeri Kyorlenski (Artistic Director), Genika Baycheva, Marta Bojikova, Lyudmila Chulkova, Dimitar Dalchev, Radostina Georgieva, Tsvetelina Georgieva, Nadja Grizzo, Franz Kadiri, Emil Mirazchiev, Liliana Papukchieva, Dinko Petkov, Stefka Popova, Madlen Stange, Maria Stoyanova, Stefka Tsaneva

Other Contributors: Dimitar Atanasov, Anastas Badev, Nikolai Bliznakov, Magdalena Gereva, Radost Ivanova, Dimitar Kolev, Assoc Prof. Krasimira Krastanova, Tolina Louanska, Milena Milusheva, Plamen Panov, Aleksander Sekulov, Lyubomir Stoychev, Kiril Tarpov

Consultants: ACULTOS, Essen

Graphic Design: Hristo Gochev, Plovdiv

English Editor: Keith Halstead, Plovdiv

Photo Credits: Archive Open Arts Foundation/OAF (63), Hamalogika Association (58), Kosmos Collective (46), Dimitar Dalchev (36, 70), Ivan Donchev (42, 64), Stoyan Iliev (23, 37, 38, 43, 43, 44, 56), Maria Ivanova/OAF – Otets Paisiy Str Fest (16,45, 50), Viktor Ivanov (11, 49, 55, 66, 73, 103), Viktor Kadiri (7), Arch. Vladislav Kostadinov (52), Todor Nenov/OAF - Otets Paisiy Str Fest (54, 67), Mihail Novakov/ One Design Week (18, 48, 61), Emil Mirazchiev/Art Today Association (47, 62, 75), Pavlina Rashkova (59), Sonya Stankova (2, 113), Asen Tichov (94)