1. Longass chapter title goes here NARVA IS NEXT

Narva Candidate City European Capital of Culture 2024 Narva. Candidate City European Capital of Culture 2024 1 1. Longass chapter title goes here NARVA IS NEXT

Narva Candidate City European Capital of Culture 2024 2 Narva. Candidate City European Capital of Culture 2024 Kirkenes

1. Contribution to the long-term strategyMurmansk 5 2. NorvegianCultural sea and artistic content 14 3. European dimension 53 4. Outreach 64 Introduction 5. Management 69 6. Capacity to deliver 97 – General considerations eland Ume 8 5 0 k m

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4 2 5 HAS THE CONCEPT OF THE ropean Union); a small nation with big which can be overcome by a bridge con- Tampere k m PROGRAMME DESCRIBED ideas (Estonia); and a neighbour in the necting people, identities, art forms, dis- 2 Noray 00 FOR THE ECOC YEAR process of reconstructing its national ciplines and destinies, also remains un- Helsinki k m CHANGED BETWEEN THE story (Russia). Narva 2024 is driven by changed. But we are also building the Oslo Stockholm St Petersburg Narva PRE-SELECTION AND THE a passion for revitalising the city and idea of the river as a shared resource, eden Tallinn Ivangorod SELECTION STAGE? IF YES, region in this wider historical and ge- as something touching both banks, as Etonia Baltic sea PLEASE DESCRIBE THE NEW opolitical context, but it is also a sym- something that connects rather than di-

uia CONCEPT AND EXPLAIN THE bol of hope and tolerance. It is con­ vides. The symbols of the river-border­ Pskov Riga REASONS FOR THE CHANGE. fidently rooted in its rich history and bridge remain with us at all times, creat- atvia diverse cultures, yet dynamic, agile and ing the backdrop to the programme. As Copenhagen North sea Narva is building open, ready to play a leadership role for you follow the story unfolding, you’ll see enar Moscow Narva is energising smaller cities across Europe which, for them intertwined through different pro- ituania Narva is mobilising whatever reason, fell to the margins. gramme strands. Vilnius Narva is inspiring “Narva is next” is the statement we The programme itself has evolved ex- Narva is Europe made in 2017, and it symbolised a tensively, now consisting of three main elaru reland Narva is everyone’s decision to take matters in our own thematic pillars: nited indo Narva is next hands — claiming back the story that In The End of East and West we ex- Neterland oland had been hijacked by journalists flock- plore the European–Russian relation- erany A lot has happened since pre-selec- ing to Narva in search of proof about ship, which constitutes one of the cen- eliu tion, but the main challenges, goals, in- Putin’s next annexation plans, asking tral questions for Narva2024 and also tentions, and opportunities are all un- again and again “Is Narva Next?”. No. a fundamental part of our programme. ueour Ce repuli raine changed. But we are perhaps more Narva is next because the people of We will not take positions on geopo­ lovaia considered, more focused, and more the city, faced with this one-sided jour­ litical agendas, but instead, our mission able to articulate the enormous possi- nalistic caricature, have their own story champions conflict prevention through utria oldova rane unary bility that Narva presents as European to tell. This is a story of shared history cultural diplomacy. In addition to this iterland Capital of Culture 2024. and destiny, of cultural exchange and themed programme pillar, you will see lovenia oania Croatia Narva2024 will, as previously described, friendship, and of everyday co-exist- us including Russian partners and col-

Kunda be a collaboration hub between East ence that generates a new hybrid cul- laborators at all themes and phases onia Narva-Jesuu Tallinn-Narva 2 Kohtla-Järve er. 11 km eria NarvaNarva and West. Through dialogue, co-crea- ture distinctive to Narva. The people of throughout the programme. Tallinn Rakvere Kivili Black sea tion, and the embrace of cultural inno- Narva are not incidental characters in is a pillar of identity Tapa Pssi Jhvi Untold Stories taly Ivangorod ularia Tamsalu dairuaa ndorra oovo vation through diversity, Narva can offer someone else’s fiction; they have their empowerment. Narva2024 offers a pro- onte Caspian sea Nero aedonia ne Vasknarva a future re-imagined: where there is no own reality where Russia and Europe cess of liberation and reclamation — of iruaa lania longer an East and West, just Narva as coalesce and where new connected cul- old stories, hidden stories, gendered sto- pain ae eipu an open, tolerant, and progressive city tures thrive. Furthermore, the people of ries, future stories. This is where people reee ortual for everyone. This is symbolically vital Narva and Virumaa have stories to tell take active control of a narrative, for too urey but also critical for long-term social and that have their own individual roots and long having been told from the outside economic revival — with European reasoning — nothing to do with choos- or in context of the current ideology. Pärnu Tartu Capital of Culture providing the con- ing sides or subscribing to ideologies, In Manufacturing Futures we en- alta necting tissue for new ways of seeing but everything to do with personal fam- gage in testing, exploring, and actively Cypru and working. ily stories, dreams, and life goals. Their making the future. We will explore how editerranean sea Also, as previously described but now own art of life. culture shapes industry and how indus- significantly enriched, Narva2024 of- We remain inspired by the initial pro- try shapes culture. We will convene in- fers a unique opportunity for the citi- gramme concept introduced at the pre­ ternational best and next practices to zens of and visitors to the city and re- selection phase — the poetic metaphor prototype new solutions capable of re- gion to critically re-frame narratives of of the Narva River — the ever-chang- booting the city’s economy and path- identity that are the outcome of an em- ing powerful force of nature, that sepa- finding universal solutions. pire in decline (USSR); a community of rates two banks, two systems, two ways It is especially gratifying that the pro- broadly progressive alternatives (the Eu- of seeing. Its role as a natural border cess of candidacy for European Capi- Narva. Candidate City European Capital of Culture 2024 tal of Culture 2024 has already begun a situation of crisis. to deliver. This pursuit has had a dom- Local communities have consolidated inant role in connecting communities and intensified their support, demon- 1. Contribution to and helping to reshape the narratives of strated through their participation in the the city, region, Estonia, Russia, and Eu- events and the open call for programme rope. It has also demonstrated the vital ideas. The local political level also pro­ the long-term role of culture — in giving hope, offer- ved its newly found resolve through first ing alternative realities, and generating expanding the ECoC bid preparation new possibilities. Though very challeng- budget and then unanimously adopt- strategy ing — and we recognise there may be ing the city’s Cultural Strategy. This times where we fail — the city is in a strategy prominently features the Eu- new process of becoming renewed, re- ropean Capital of Culture initiative as vitalised, and rewarded for establishing a priority in both its general consider- its role in our collective futures. ations and action plan. Our core team Once the decision was announced that is then of and with the people of Narva Narva would be invited to prepare a and the region. We also have a refreshed DESCRIBE ANY CHANGES progress kicked off in 2018 was impos- enterprising and creative people, and an final application for European Capital programme team that is working in- TO THE CULTURAL sible to stop. The process included key ecosystem supporting culture and crea- of Culture 2024, some in the local polit- credibly hard to ensure Narva2024 is STRATEGY SINCE THE PRE- stakeholders from cultural institutions, tivity in all its forms. ical leadership seemed under-prepared open, generous, and wholly inclusive. SELECTION STAGE, AND non-governmental organisations, cre- The Cultural Strategy 2030 proposes for the responsibility. After all, Narva is Also, we have a newly selected Artistic THE ROLE OF THE ECOC ative entrepreneurs, schools, youth or- five long-term goals together with 13 not a city familiar with the responsibil- Director who is working with our Artis- PRE-SELECTION IN THESE ganisations, and many more. The pro- measures and a total of 184 specific ac- ity of success. However, as they say, it tic Council, which brings together the CHANGES, IF RELEVANT. cess was guided by one of its declared tivities. The five key objectives are: is darkest before the dawn. Where some best of Narva’s and Virumaa’s cultural INDICATE SPECIFICALLY values — engagement. politicians lost their nerve, the local operators and activists. Everyone has WHICH PRIORITIES OF THIS As a result, on June 20, 2019, City • CULTURAL AND CREATIVE community, culture sector operators, joined together for the common goal STRATEGY THE EUROPEAN Council unanimously adopted the new NARVA: Narva has a diverse, vi- and enterprises responded with passion of givinzg Narva and the Virumaa re- CAPITAL OF CULTURE Cultural Strategy 2030 — the most brant, and engaging cultural life, and resolve: “We need it; we want it; we gion the platform it needs for a trans- ACTION INTENDS TO comprehensive, cross-sectoral, and de- which is based both on traditions as can deliver it — for Narva and all of formative rebirth where we collaborate CONTRIBUTE TO, AND HOW. tailed cultural development plan Narva well as on innovation, with a strong Europe”. Local activists drew up a for- to renew ideas of Europe, the West, has ever devised. Since the draft version, feeling of ownership by the local mal petition to the city administration, and the East. Europe needs Narva to When Narva launched its bid for the the final strategy looks more specifically community. voicing their concerns over the status of be Next, and it is our job to show them ECoC 2024, one of the first decisions at how culture and creativity can flour- the candidacy, and demanding its con- how and why. made was to have a complete overhaul ish in the city together with its region, • HEALTHY AND SPORTY tinuation. Around one thousand signa- of its current cultural strategy; which, neighbours, and European stakehold- NARVA: Narva has excellent condi- tures were collected and handed over to up to that point, was somewhat anti- ers. It offers a detailed action plan with tions for healthy living and sports en- City Hall — a situation unprecedented quated and dealt with culture and sports a timeline and key partners. For the first gagement in all forms. in Narva’s history — the number might in the most narrow sense. Moreover, it time, Cultural Strategy is a cross-cutting look small to you, but the fact is, never lacked the necessary level of detail with- strategy for all city departments, not just • INNOVATIVE AND GREEN before have the citizens of Narva col- out a clear action plan and set of perfor- for the Cultural Department. It isn’t just NARVA: Narva is a vibrant place for lected signatures in support of some- mance indicators to measure mid- and about the paper, it is the new paradigm new businesses and initiatives based thing. By April, those responsible for long-term impacts. Together with the of intentionally placing culture and cre- on creative solutions; the urban stalling the ECoC process left their po- pre-selection questionnaire, Narva pre- ativity in the very heart of Narva’s de- space supports creativity, healthy life- sitions, a new mayor, Aleksei Jevgrafov sented the draft Cultural Strategy 2030, velopment vision. styles, and ecological balance. took over from Tarmo Tammiste, who which outlined an ambitious vision for This, in turn, is supported by the up- we can be grateful for kicking off the the city by linking together culture, cre- dated Narva City Strategy from Sep- • ATTRACTIVE AND FRIENDLY ECoC process in 2017, and in May, the ativity, education, healthy living, ecolog- tember 20, 2018, in which the city has NARVA: Narva is a known and Narva2024 process was resumed. The ical balance, entrepreneurship, and in- positioned culture as one of the criti- preferred destination for local and power of people won. novation. The draft strategy identified cal factors for creating a conducive liv- global visitors. Time was lost in the process, but what key measures and values that a city’s ing and working environment. The four was gained was far more valuable: the cultural life must rely on in the next main goals include facilitating access • OPEN AND INTERNATIONAL unification and activation of the local 10 years, covering both the road to the to culture and heritage to encourage NARVA: Narva is an integral part of community, which did not ask, but de- ECoC title as well as legacy until 2030. the creativity of its citizens; providing European and international cultural manded a better future for the city with Since the adoption of the first draft, the high-quality cultural services and infra- and creative networks, it is open for European Capital of Culture playing a Narva Cultural Strategy 2030 has been structure, improving the sustainability collaboration. starring role. We couldn’t have hoped one of the main drivers mobilising peo- of the cultural sector by balancing tra- for a more vivid justification for the ple around a shared vision. It was also ditions with innovation; building on re- Each goal is equipped with key perfor- importance of the title to our city. Of the cornerstone of Narva’s strengthened gional and international partnerships; mance indicators to measure impact course, we knew we were on the right commitment to the candidacy process. and supporting bottom-up initiatives and outputs. The most important of path as we had the results of a statistical Even during the beginning months of and community activities. The City them by 2025 are: survey carried out during the pre-selec- 2019, when there were disputes in the Strategy’s vision includes a clear man- • Increase of diverse cultural offerings tion phase, which illustrated that 85% City Council around budget allocation ifestation to become European Capi- in the region by 50% of respondents supported Narva’s can- for BidBook preparation work, the Cul- tal of Culture in 2024 by becoming a • Increase of cultural participation didacy. But what we gained through this tural Department of Narva and relevant meeting place of different cultures — rates by 30% process was better than numbers, it was stakeholders continued work for the with the support of strong international • At least 85% of students involved real action from the local community in new strategy — further proof that the networks, a rich and diverse cultural life, in cultural and sports informal Narva. Candidate City European Capital of Culture 2024 5 1. Contribution to the long-term strategy 1. Contribution to the long-term strategy

education • Helping Narva become a validated and creative conditions for diverse tion bid, we discussed the potential DESCRIBE YOUR PLANS itoring reports as well as the final • Support for non-governmental grass- meeting place and creative hub cultural life in the region. of bringing together East and West, FOR MONITORING AND report after the ECoC with conclu- roots cultural projects and initiatives for local, Estonian, European, and • Closely linking culture with related Europe and Russia, but it remained EVALUATING THE IMPACT OF sions. The recommendations and will increase by 100% Russian artists and other creative fields, including tourism, education, mainly as a metaphor. Now, each of THE TITLE ON YOUR CITY suggestions presented in those re- • Increase of the number of cultural professionals. social affairs, environment, etc.). the programming elements includes AND FOR DISSEMINATING ports will be critically important and creative enterprises and employ- • Marketing Narva and Virumaa as an high-level and high-quality partners THE RESULTS OF THE for Narva2024 to make necessary ment by 20% attractive tourist destination and de- Thanks to ECoC, Narva and all other from the Russian side, who will be EVALUATION. IN PARTICULAR, changes in its planning and imple- • Completion of at least 20 cross-sec- veloping the necessary services. municipalities in the region have rede- linked with Estonia and the rest of THE FOLLOWING QUESTIONS mentation phases. Reports will be toral projects between cultural pro- fined their cultural development strate- Europe through Narva. COULD BE CONSIDERED: published on Narva2024 website. fessionals and other sectors Narva is bidding together with neigh- gies, aligned cultural goals with broader • The most critical impact on the 3. External evaluation and monitor- • Increase in the number of tourists bouring regions. The Ida-Virumaa objectives, and coordinated their activ- ground, once ECoC is successfully Having a clear vision, and continually ing. Narva2024 is more than just a and overnight stays in the region by Regional Strategy for 2019–2030 ities for stronger and longer-lasting im- completed, of improved skills, capac- evaluating and monitoring the path list of events and finances in order. 30% backs Narva’s bid for the ECoC 2024 pact for the entire region. The ECoC ities, and opportunities for local art- towards reaching the set goals, have It is mostly about measuring the im- • Increase of accommodation and ca- and commits the entire region’s sup- bidding process has aided the area in ist, cultural managers, and leaders. been paramount for Narva. We are pact. Narva has decided to contract tering capacity in Narva by 50% port. Narva is working closely with the achieving a level of coordination and We have put much more emphasis well aware of Narva’s own past prob- external partner to assess and eval- • Visitor satisfaction with cultural and Union of Ida-Virumaa County Mu- collaboration that was previously un- on capacity building and networking lems. And we have woefully observed uate the planning, implementation tourism services at least 75% nicipalities and the Union of Lääne-­ seen and unheard. Again, ECoC is a programmes, coaching and mentor- the challenges and outright scandals as- and legacy annually with the pub- • Engagment of municipalities from Virumaa County Municipalities. It has catalyst for positive change locally. ing, and peer-learning initiatives. sociated with cities carrying the ECoC lic reporting system, which will be Virumaa region in cultural and crea- signed agreements that involve all mu- • Innovation at the forefront of our ac- title in recent years. It is not suitable for shared among the wider public, key tive activities is 100% nicipalities of the two counties — 8 in tivities, which became more appar- the cities or for the ECoC movement as partners as well as with European • Involvement of local cultural Ida-Virumaa and 8 in Lääne-Virumaa, HAVE YOUR INTENTIONS ent to us as we planned the Narva a whole. It might push decision-mak- Commission. We were particularly stakeholders in international and for a total of 16 municipalities. With the IN TERMS OF LONG-TERM programme. We always knew that ers towards more safe options, rather impressed by the holistic approach cross-border networks and projects signed agreements, all municipalities IMPACT OF THE EUROPEAN Narva should deal with its indus- than risk another dark horse. Narva is taken by Mons2015 in their evalua- will double in the region have stated their willing- CAPITAL OF CULTURE ACTION trial past and resource-wasteful en- determined to prove that you can have tion — which is why we will collab- ness to work for the common goal and ON THE CITY CHANGED ergy production, but during the last both — bold, ambitious and somewhat orate with KEA European Affairs Preparing for the ECoC bid has been shared principles, and contribute in pre- SINCE PRE-SELECTION? IF half a year, the issues with pollution risky choice coupled with dedication putting into place a comprehen- the catalyst for the new strategic think- paring an inclusive programme for the YES, PLEASE DESCRIBE THE quotas, energy production capac- and self-discipline to do as you prom- sive monitoring system that would ing in Narva. The ambition of becom- ECoC 2024. In a separate agreement, CHANGES OR FURTHER ity, and companies with economic ise - and even more. This is why Narva also include local stakeholders, na- ing ECoC2024 is central to the strategy, Narva has signed a Memorandum of IMPACT FORESEEN. difficulties in industrial sectors have proposes a multi-layered monitoring tional research institutes, and Euro- but the implementation of the chosen Understanding with Rakvere — the only highlighted the urgency of the and evaluation framework, to help the pean best practices. We will make approach is not entirely dependent on cultural, economic, and administrative Our intentions for the long-term sus- matter. ECoC needs to be the cata- city to quickly react to changes on the sure that every annual report by the acquiring the title. The bidding process centre of Lääne-Virumaa. But the co- tainable impact of ECoC action have lyst and platform for innovation and ground as well as give additional guar- third-party will be published. Narva has led Narva to take a broader view operation between all municipalities in become more evident, detailed, and transformational change towards antees to all stakeholders that we mean would like to go a step further — to- of the role of culture as a central ele- the region goes far beyond others sup- results-oriented than in the pre-selec- more clean, lean, and technologi- business and keep to our word. gether with our international eval- ment of a city’s development. In par- porting Narva in its endeavours. We are tion phase. We are still ambitious in our cal economic models, something that uation partner, we will establish an ticular, the ECoC action will contribute all in this together. ECoC will not just plans, and now, these ambitions carry Narva2024 will be tackling head-on. online real-time dashboard, which directly to: transform Narva, but the entire area. concrete people, partnerships, and pro- • Joining forces with the entire region. WHO WILL CARRY OUT includes all available data (both It will shape how the region works to- jects. Since the pre-selection, approved Narva alone can only accomplish so THE EVALUATION? OVER qualitative and quantitative) demon- • Enriching Narva’s cultural life and gether as well as how it will interact with Cultural Strategy 2030 offers a set of much, it needs the region — both WHAT TIME FRAME AND strating the progress of Narva2024, strengthening connections with cul- the rest of the world. The regional strat- objectives with measurable indicators, Ida-Virumaa and Lääne-Virumaa HOW REGULARLY WILL THE including an overview of planned tural operators across the region and egy emphasizes six priority areas in the all of which will be supported, strength- — to address many of the challenges EVALUATION BE CARRIED and committed budgets. country. field of culture that will all be closely ened, and facilitated by the ECoC identified in the process. The part- OUT? HOW WILL THE • Capacity building for local and re- linked with Narva’s bid: title. While the artistic programme of nership of all surrounding munici- RESULTS BE DISSEMINATED? gional operators to better manage Narva 2024 has been developed, some palities needs to go beyond simply WHAT OBJECTIVES AND cultural and creative processes. • A joint effort by all municipalities to areas are more crucial in achieving the organising events, it needs to foster Narva’s evaluation and monitoring pro- MILESTONES WILL BE • Internationalising Narva, and build- assist Narva and the surrounding re- long-lasting results than previously fore- systemic change about how culture cess will take place on three layers: INCLUDED IN YOUR ing stronger cross-border contacts gions in becoming European Capital seen. Those areas of critical importance and creativity are nurtured through- EVALUATION PLAN, BETWEEN and networks with Europe and of Culture in 2024. include: out the region. We have raised the 1. Administrative evaluation and mon- THE DESIGNATION AND Russia. • Creating a cultural and creative stakes in order to collaborate — itoring through the ECoC2024 THE YEAR OF THE TITLE? • Developing new audiences and ac- cluster within the area by bring- • Engaging communities, building the ECoC2024 managing founda- Foundation. The Supervisory Coun- WHAT BASELINE STUDIES OR tivating the local population in cul- ing together all key stakeholders trust and setting in place transparent tion will be co-created by Narva and cil will carry out the administra- SURVEYS DO YOU INTEND tural participation, especially em- and enhancing cooperation and and democratic governance models. Rakvere, two of the most prominent tive assessment according to the law TO USE? WHAT SORT OF powering new and often unheard coordination. • Empowering new voices and extract- centres of neighbouring counties. and the organisation’s statutes. The INFORMATION WILL YOU voices of youth, elderly, women, peo- • Developing cultural and creative in- ing the potential of fragments of so- Council will be responsible for both TRACK AND MONITOR? HOW ple with disabilities, minorities, and dustries and maximising the region’s ciety that are often unheard or un- Narva2024 will not be about flashy one- strategic as well as financial assess- WILL YOU DEFINE “SUCCESS”? others. entrepreneurial and innovative po- noticed, including women, youth, off events, superstar concerts, and mas- ment. To financial auditor will be • Raising awareness about Narva and tential, including strengthening and elderly, and people with disabilities. sive marketing campaigns. It is a col- appointed by the Council and the We will adopt a holistic model for meas- the possibilities it offers for citizens, expanding the existing regional film • Establishing a closer link with Eu- lection of interlinked, impactful, and audits will be conducted annually. uring the impact of Narva2024 on the investors, and visitors, creating new fund. rope and European partners to targeted projects, initiatives, and events Results of the review will be pub- long-term goals of the city and region. and positive narratives for the entire • Establishing a capacity-building sys- open up the city to international with the active engagement of the local lished on Narva2024 website. The holistic approach first developed region. tem to support the professional de- collaborations. community and a clear focus on legacy. 2. European Commission’s evaluation by KEA European Affairs to assess the • Mapping the city’s cultural and cre- velopment of cultural managers and • Stronger involvement of Russian and monitoring. The experts ap- effects of Mons 2015 goes beyond the ative sectors and supporting creative leaders. stakeholders in carrying out the pointed by the European Commis- usual quantitative indicators on jobs and industry initiatives and spillovers. • Improving cultural infrastructure ECoC programme. In our pre-selec- sion will conduct the interim mon- tourism. It will also look at the broader 6 Narva. Candidate City European Capital of Culture 2024 Narva. Candidate City European Capital of Culture 2024 7 1. Contribution to the long-term strategy 1. Contribution to the long-term strategy

impact on local development (including city’s image locally, regionally, and in- egy 2030 and Narva2024 BidBook. To widen access •• Attendance at ECoC events and evolution compared to Increase of cultural participation rates by 30% (Cultural social inclusion, competitiveness and ternationally. The evaluation tool will The exact assessment framework for and participation in the regular cultural audience of the City Strategy 2030) culture (based on EC •• % of residents attending or participating in events, 70% of Narva residents and 50% of regional residents innovation potential, improvement of be based on guidelines for the ECoC regular external monitoring and report- guidelines) including youth, schools, minorities or the disadvantaged. have participated in at least one activity in the ECoC living and working environment, etc.). own evaluations (European Commis- ing will be developed with KEA after •• Number and profile of active volunteers and level programme. (ECoC BidBook) And through qualitative data, it will in- sion, 2018), a toolkit for measuring the the final selection, but the draft frame- (depth) of their commitment At least 85% of students are involved in cultural and sport •• Gender balance and cultural diversity of the cultural informal education. (Cultural Strategy 2030) clude residents’ and visitors’ reception, sustainability of ECoC (KEA European work includes the following indicators: workforce Participation of elderly people in cultural activities will awareness, and satisfaction with imple- Affairs, 2016), and strategic aims and •• Geographical spread of audiences increase by 40%. (ECoC BidBook) mented programme and change to the KPIs set both in Narva Cultural Strat- •• Increased motivation for participation in culture Participation of people with disabilities in cultural •• Number of cultural professionals trained and using activities will increase by 40%. (ECoC BidBook) audience engagement methods in everyday work. Total number of volunteers will reach at least 500. (ECoC •• Increased diversity (age, cultural background) of the BidBook) Expected results based Objectives Key indicators audience. on Cultural Strategy

To safeguard •• Increased citizen awareness and appreciation of the The awareness of the diversity of cultural expressions in • and promote the diversity of European cultures. Europe and feeling of shared European values among To strengthen the • Strategy for long-term cultural development of the city, Completion of at least 20 cross-sectoral projects between diversity of cultural •• Increased sense of belonging to a common cultural residents of Narva, the entire region and Estonia as a capacity of the initial and post-ECOC, including an Action Plan cultural professionals and other sectors. (Cultural Strategy • expressions in space, and citizen perception of being European. whole will increase by 25%. (ECoC BidBook) cultural sector and • Number and value of public and private investments 2030) Europe, to highlight •• Increased citizen participation and engagement in The positive appreciation of cultural diversity and its links with other in the city Engaged municipalities from Virumaa region in cultural • the common features multicultural projects. European values for local residents increases by 20%. sectors (based on EC • Created conditions and programmes for development and creative activities is 100%. (Cultural Strategy 2030) they share and to •• Increased knowledge of European cultures. Every single municipality in Ida- and Lääne-Virumaa will guidelines) of the NGOs, cultural and creative industries Number of collaboration projects with Estonian and • increase the sense •• Increased number of cultural initiatives linking be involved in the programming of ECoC2024. (ECoC • Sustained multi-sector partnership for cultural foreign universities will be at least 15. (ECoC BidBook) of belonging to a heritage and innovation. BidBook) Governance • shared cultural space •• Tangible cultural heritage infrastructure investment, Artists and cultural practitioners from 100% of European • Number and profile of projects realised with other 75% of local and regional cultural managers, leaders and felt by citizens (based heritage re-purposed or re-interpreted. Union countries and Russia will take part in programme sectors, including energy, manufacturing, social affairs and 80% of NGOs and institutions operating in the field of on EC guidelines). •• Diversity of European themes (in the programme, and activities and/or events. (ECoC BidBook) education. cultural and creative sectors will participate in capacity- • in the media). 100% of projects have a local (Narva and surrounding • Share of local and regional cultural managers, building programme. (ECoC BidBook) •• The geographical area covered in the artistic region) partner. (ECoC BidBook) leaders and representatives taking part of development programme. The number of local grassroots initiatives, including programmes. •• Number and quality of multicultural projects. European partners will double in 2024. (ECoC BidBook) •• Several local grassroots initiatives, including European To raise the •• Number of tourist arrivals and change on the previous Increase of tourists and overnight stays in the region by partners or intercultural themes. international profile year 30%. (Cultural Strategy 2030) of cities through •• Number of overnight stays and change on the previous Share of tourist taking part of at least one ECoC project/ To foster the •• National / international recognition of cities as being Support for non-governmental grassroots cultural projects culture (based on EC year event will be 50%. (ECoC BidBook) contribution of culturally vibrant and having improved images. and initiatives will increase by 100%. (Cultural Strategy guidelines) •• Average occupancy rate of hotels and equated Increase of accommodation and catering capacity in culture to the long- •• Increase in GDP and employment in the cultural and 2030) structures and change on the previous year Narva by 50%. (Cultural Strategy 2030) term development creative sectors of the cities. Increase by 20% the number of cultural and creative •• Volume and % of positive media coverage of cities Visitor satisfaction with cultural and tourism services by at of the city (based on •• Overall unemployment rate compared to the national enterprises and employment. (Cultural Strategy 2030) •• Awareness of the ECoC among residents least 75%. (Cultural Strategy 2030) EC guidelines). average. Number of exporting cultural and creative enterprises •• Recognition of the ECoC as a contributor to city International media coverage about Narva and ECoC •• Average salary compared to the national average. increases 50%, and volume of the export increases 30%. reputation among residents (targets to be set) (ECoC BidBook) •• Number of entrepreneurs active in cultural and Annually published external monitoring reports on ECoC creative industries. implementation process. (ECoC BidBook) •• Number of people working in cultural and creative Amount of available affordable spaces for cultural industries. production (number of places, available square metres) DATA SOURCES 1. National Statistics — overall data on demographics, economics (unemployment, incomes, etc.), cultural consumption, •• Share of export revenues for cultural and creative increases 40%. (ECoC BidBook) and participation, etc. industries. Reduction of crime by 10%, reduction of perceived 2. Baseline studies and reports, including regular Estonian mapping of cultural and creative industries (by Estonian •• Increase in the availability of affordable space for corruption by 20%, and increase in perceived safety by Institute of Economic Research), a national study on exports and internationalisation potential of cultural and creative cultural production (studios, etc.). 20%. (ECoC BidBook) sectors; study to measure the direct economic impact of cultural events. •• Civic sector reference bodies working with the Number of civil society representatives involved in City 3. Surveys and polls to gather information from audiences, residents, cultural sector representatives, etc. municipality. Development Strategy and Cultural Strategy update and 4. Targeted research projects with universities (Tartu University Narva College, Tallinn University, etc.) and research •• Development of city cultural strategy and monitoring process will increase by 50%. (ECoC BidBook) institutes (Centre for Applied Anthropology, Estonian Institute of Economic Research, City Lab, etc.). implementation plans. Number of e-Residents in Estonia increases by 20%, 5. Data collection by Narva2024 foundation, event organisers, partners (both online and onsite). •• Reduction of crime and perceived corruption, and an number of start-ups created by e-Residents increases by 6. Media monitoring, including international media. increase in perceived safety. 15%. (ECoC BidBook) 7. Focus groups and semi-structured interviews with stakeholders and artists. •• Increase of number of e-Residents in Estonia. Number of people using bicycles or other alternative 8. Economic data from Estonian Tax Board. •• Amount of bicycles or other alternative means of ecological means of transports increases by 30%. (ECoC 9. Desk Research, analysis of existing strategies, policy documents, etc. transport, amount of repaired bicycle roads, and number BidBook) 10. Mobile positioning. of users. Share of residential buildings in bad or very bad condition 11. Data collection from city departments and municipal institutions. •• Reduction of number of residential buildings in bad or decreases by 20%. (ECoC BidBook) 12. External qualitative analysis of the programme. very bad condition.

To enhance the •• Total n° of events Total number of participants in the programme events range, diversity and •• Total Budget of ECoC cultural programmes. for the entire period will be 400 000 (7 participants per European dimension •• Increased financial contributions obtained from public, inhabitants). (ECoC BidBook) of the cultural private and third sector partners. Increase of diverse cultural offer in the region by 50%. offering in cities, •• N° of activities highlighting European diversity, (Cultural Strategy 2030) including through based on European themes or based on transnational Satisfaction rate of audiences with ECoC 2024 transnational cooperation programme will be at least 80%. (ECoC BidBook) cooperation (based •• N° of new cross-border collaborations, co-productions Involvement of local cultural stakeholders in international on EC guidelines). and exchanges involving local and international operators and cross-border networks and projects will double. •• N° of events in every category of events (Cultural Strategy 2030) •• Number of artists engaged in international Fulfillment of planned budget, including public and cooperation, both within Estonia and abroad private contributions. (ECoC BidBook) •• Satisfaction with the overall programming of ECoC Number of Estonian partners receiving funding from 2024. European funds will increase by 30%. (ECoC BidBook)

8 Narva. Candidate City European Capital of Culture 2024 Narva. Candidate City European Capital of Culture 2024 9 Kreenholm Kreenholm, an island on the south end of the city by Narva Falls, was the home of the Kreenholm Manufacturing Company for almost two centuries. The immaculate implementation of the philosophical and architectural idea of the industrial town of the future that was popular in the sociology of the 19th century won Kreenholm no less than the Grand Prix at the Paris World Exhibition. These days, the grand complex — with its empty halls and rows and rows of pillars — still reveals its history of the industrial era through many layers of paint and oozes an aura similar to that of the Battersea power plant in London. It’s a place to interview a vampire, pen a steampunk novel, take magical trompe l’oeil photos of the pillars, shoot a retrofuturistic movie, or hold a festival like Station Narva to celebrate all of tomorrow’s parties. An energetic city One ever-present theme in the public perception of Ida-Viru County is that of energy. The hills and valleys of Northeastern Estonia are rich in resources, notably oil shale, by far the most prominent source of power production in Estonia. The oil shale industry is centred in the outskirts of Narva, where a subsidiary of Eesti Energia operates the Narva power plants (Eesti Power Plant and Balti Power Plant), two of the world’s largest oil shale-fired thermal power plants. Ash created in the process is washed away with water, which is then held in two storage areas. Looking like lagoons in an industrial land- scape, these pools provide a mix of the exotic with the dystopian. The serene appearance is misleading, however, as the ash (and water) is highly alkaline. No steel guitars or tiki bars here. 2. Cultural and artistic content

city under Russian rule with its North- ing Russian and global literary voices city as a place of tolerance, exchange, ern Baroque architecture and connec- that transcend notions of nationhood and beauty. 2. Cultural tions across the Baltic Sea to Scandina- and focus on shared qualities based on via. American political scientist Samuel the syncretism of East and West. Narva is change P. Huntington remarked that “the bor- However, to make connection more ma­ and artistic der of European civilisation runs along nageable, we also need to facilitate ease “Untold Stories” is a pillar of identity the Narva river”. Narva then is sensi- of movement and support intercultural empowerment. Narva has survived sig- tive, symbolic, and contentious. A gate- dialogue. As a sign of good-will from nificant social and political turmoil with content way or a fortress? A symbol of peace or our countries, we expect that Narva will people being treated as pawns in a big- the touch paper on which war will be be a pretext to widen the concept of a ger game. Narva 2024 offers a process lit? ‘cultural visa’ for Russian artists and vis- of liberation and reclamation — of old The European–Russian relationship is, itors connected to Narva 2024. Just as stories, hidden stories, gendered stories, thus, unavoidable and one of the cen- St. Petersburg welcomes tourists arriv- future stories. Narva2024 means cham- tral questions for Narva 2024. We will ing from Finnish cruise ships and trains, pioning people taking active control of Narva smart-phones between Russia and Es- But the city has an energy, an aura, and not take positions on geopolitical agen- Narva and Ivangorod will welcome par- a narrative that, for too long, has been Programme tonia. And every day, journalists look- growing confidence. The economy is das, but instead, our mission champi- ticipants to a European Capital of Cul- told from the outside. Concept ing for a story come to ask “Is Narva transitioning, with digital and environ- ons conflict prevention through cultural ture that signifies theend of East and next?” This situation arises because mental enterprises locating in Narva diplomacy. This is a historical asset of West. Narva is a woman Narva is not just a border city. For jour- to maximise access to both Russia and Narva, a contemporary reality, and an DESCRIBE IN DETAIL THE nalists and hawkish­ analysts, Narva is the European Union. Tourism is on the absolute necessity for the future. Our 2) Untold Stories Kreenholm, our city within a city, pro- ARTISTIC VISION AND a frontline city. In 2014, when Russia rise, with Estonia capturing the imagi- programme will evocatively and sensi- vides 160 years and 32 000 acres worth THE STRATEGY FOR THE annexed Crimea and moved its troops nation of ever-growing numbers of vis- tively explore the European–Russian Narva is hidden of stories. It is a hugely inspiring place, CULTURAL PROGRAMME to Lugansk and Donetsk, Western jour- itors, and Narva providing an evocative dynamic and take care to avoid unnec- Narva is secret combining the masculine ambition of OF THE YEAR OUTLINED nalists began to arrive, looking for a destination with views of Russia. And essary cultural provocation. For exam- Narva is stirring Victorian-era industrial architecture AT PRE-SELECTION story, almost willing the geopolitical at- arts and culture have a transforma­ ple, “Two castles, One Story” will en- with feminine attention to detail and STAGE, EXPLAINING ANY tention to follow suit. The River Narva tional impact, with the city’s vibrant gage a Russian theatre company from Many cities gain allure not through their colour akin to that of Tuscan Gothic. CHANGES BROUGHT IN separates the small cities of Narva and and en­gaging cultural energy breaking St. Petersburg to stage an original play most obvious assets or their brand, but It was women who made it thrive — SINCE PRESELECTION.. Ivangorod. But it also separates two big through from beneath the surface. The on a controversial historical subject in by a sense of possibility and the spirit working the looms, increasing output ideas: a European Union which cham- city is hosting an increasing number of Narva Castle. A theatre from Tallinn of their voices, landscapes, and narra- year-over-year. In “Women’s Voices”, Narva Is Next pions tolerance, inclusion, environmen- European and Russian artists and cre- will take the same theme and perform tives. For most, Narva is an invisible city, we will rebalance the narrative of #narvaisnext tal responsibility and freedom of ex- ative professionals inspired by the very ‘across the border’ in Ivangorod castle. and interests are aroused only when the Narva by uncovering, re-covering, com- pression; and Russia, which, according possibility of Narva as a capital of cul- They will then work together towards a media asks if “Narva is next”? Narva is missioning, and celebrating women. Be- Narva is a vision to Western political discourse, does not. ture for the whole of Europe that is shared, consensual perspective regard- not a city that proclaims its culture in cause women are the main hidden story Narva is a value system Yes. Narva is next. But not as the next complex, diverse, and open. ing how the future of Europe is one of a brash, confident ‘look-at-me’ way. It of the city, they are the key to its future; Narva is a bridge, connector, intermediary project in Putin’s re-annexation plan. Narva, European Capital of Culture dialogue and unity. is a city where many of the cultural at- and if we can slow down the exodus Narva is more than Europe Narva is next because the people of the 2024, is all about the change. River, In the project ‘Critical Thinking, Read- tributes are buried or hidden. The Ba- of female talent from the region, then Narva is all of our futures city, faced with this simplistic and all too border, bridge: these are metaphors ing and Writing’, we will grapple with roque Old Town, razed during World Narva 2024 will have been an extraor- Narva is next. obvious journalistic caricature, have a and symbols that createz the backbone the dizzying reality of disinformation War II, retains a presence under-foot; dinary success. very different story to tell. Theirs is a of the story. And as you follow as the in the media and social media of Eu- its foundations visible in several of the Narva is a small city on the edge of a story of shared history and destiny, of story unfolds, you’ll see them inter- rope and Russia. While many attempts city’s parks and gardens. The city’s cul- Narva is a (serious) playground small country. It shares some of those cultural ex change and friendship, and twined through different programme to fight such ‘fake news’ are partisan, tural clubs, and the practice of every- classic features of cities across Europe: of everyday co-existence that gener- strands. But change is what people requiring their own disinformation as day culture thrive ‘underground’ — in Narva 2024 will be a testbed, and bea- a castle by a river, poised on the banks ates a new hybrid culture distinctive to yearn for, what they live and work for, a counter-narrative, in Narva, we will the lakeside dachas, the labyrinth of ga- con for participatory planning, for the of an old trading route, and a natural Narva. The people of Narva are not in- and what they are starting to feel as convene crossborder dialogue to form rages in the hugely evocative ‘canal dis- revival of public space, and for the revi- boundary. It’s close to the sea, to for- cidental characters in someone else’s fic- Narva re-imagines the possibility common ground in critical thinking. trict’ “Venezia”, the boat clubs by the talisation of forgotten landscapes. After ests, and lakes. Like other cities, it has tion; they have their own reality where of being next. Narva is a perfect place for academics, River Narva, and the culture houses left the Second World War, ruins of the old a mix of industrial heritage — of tex- Russia and Europe coalesce and where To achieve the change we need – what media, and civil society to gather to test by Russian planners. Baroque city were almost completely tiles, mineral extraction, and fishing; a new connected cultures thrive. Narva’s Europe needs – we have co-designed their realities, confront their fears, and And then there is Kreenholm, the island destroyed. The new city featured a lot cultural heritage influenced by differ- real challenges are perhaps moreprosaic three main pillars for Narva 2024: build a new form of literacy capable of in the River Narva which is home to an of Soviet standardised architectural ent countries — Sweden, Russia, and than its symbolic position on the fault decoding fake news geared towards mu- industrial complex of the same name. solutions. This endows the city with a Estonia. line of competing superpowers. But to 1) The End of East and West tual understanding rather than ‘fear of It is a factory, a city within a city, and heaviness and hard-edged feel. While But Narva is a city like no other. It is a the people of Narva, the difficulties are the other’. a vision. Founded by Ludwig Knoop, a evocative, it lacks the joy, personality, city of towering significance which be- far more significant. Narva, flattened in Narva is the centre Narva, as a Russian-speaking European cotton merchant from Bremen, the cot- and energy yearned for by young talent. lies its small physical scale. For years a the Second World War and rapidly re- Narva is the periphery city, will also be the home — the hub ton spinning and manufacturing mills This “playable city” strand will traverse Soviet city, now part of independent Es- built by Stalin and then Khruschev, has Narva is Estonian and nexus — for Russian language and were the largest in the world, clothing a series of architectural, arts, and tech- tonia. With a majority Russian-speak- the look of a small Russian city and sha- Narva is Russian literature in Europe. We will launch the the USSR and employing 12 000 peo- nology commissions, challenging urban- ing population, Narva is Europe’s most res many of the challenges familiar to Narva is European Russian Language Literature Festival ple, mostly women. Though closed for ists to re- imagine the city by opening Russian city. Every day, cars and pe- post-Soviet towns of its size — indus- Narva is where East and West merge for Russian authors who don’t live in a decade, Kreenholm remains a symbol it up as a playground of ideas in terms destrians clog the border bridge which trial decline followed by environmental­ Narva is togetherness Russia. This initiative will super-charge of hope and opportunity. Its European of serious issues such as mobility, safety, connects Narva and Ivangorod; the Eu- degradation, high unemployment, tal- Russian diaspora literature, drawing on dimension — founded by a German, environmental sustainability, and health ropean Union and Russia. Every day, ent loss, health and wellbeing issues, and Russian tsar Peter the Great conquered the legacy of writers such as Ivan Bunin co-designed by architects from Man- and well-being. It will also embrace the Narva residents watch Russian TV, lis- an existential crisis regarding its role Narva in his conquest of “chopping a or Vladimir Nabokov to explore notions chester, now owned by a Swede; and the growing movement of psycho-geogra- ten to Russian radio, surf the net in and purpose in a contemporary global window to Europe”, with Narva becom- of Russian-ness in Europe. Narva can women’s voices and stories it generated phers who work to explore the hidden Russian, and switch SIM cards on their economy. ing the symbol of the first European craft a valuable role globally in connect- — offer a hopeful future for a redefined stories of a city, its edgelands, and mar- 14 Narva. Candidate City European Capital of Culture 2024 Narva. Candidate City European Capital of Culture 2024 15 2. Cultural and artistic content 2. Cultural and artistic content

gins. We will task them with uncovering dinary and presents an opportunity for ambitious but also humble, recognis- PROGRAMME STRUCTURE: new stories and to play with Narva as a artistic engagement (such as land art) ing we have much to achieve and that city of alternative realities. and cultural tourism. Second, this desire the social, political, and, thus, the cul- to change requires us to pioneer clean tural reality of Narva is more challeng- Narva is cultural innovation technologies and renewables — to inno- ing than for many cities. 1. 2. 3. vate our way out of ecological and eco- The End of Untold Manufac- The writer and essayist Andrei Hvo­ nomic disaster. Narva is participatory stov, a native of Sillamäe (a former se- East and Stories turing cret industrial town near Narva) wrote: Narva is interdisciplinary The first step of our story is the em- West Futures “Narva could be the meeting point of powerment of our citizens. If Narva Saint Petersburg, Paris, Podgorica, Kilk- With Kreenholm as our creative heart, is to be next, we need to herald a new enny and Nuustaku.” – from elegant we will bring together artists, technolo- generation of openness, dialogue, inclu- Narva is Europe’s most Russian Narva has survived significant social We will build a base of academic metropolis to simple village life, or shall gists and scientists in a new lab for cul- sion, and acceptance. From our open city, it is Russian-speaking EU. The and political turmoil with people and technical skills and embrace our we say, from Salzburg to Sompa! This tural innovation. This will deliver tar- call to join our embedded engagement, European–Russian relationship is one being treated as pawns in a bigger evolving arts and creative scene to of the central questions for Narva game. Narva 2024 offers a process of propel Narva forward as a city that is where we bring together fine arts and geted social change — working to volunteering, and communication activ- 2024. We will not take positions on liberation and reclamation — of old creates and innovates. This effort is mondaine life while also bridging the improve society and engage diverse tal- ities, we will connect our grassroots to a geopolitical agendas, but instead, our stories, hidden stories, gendered sto- not to replace the industries of yester- borders within the region. Sompa - the ent from across the region, Estonia, and future Europe. mission champions conflict preven- ries, future stories. Narva2024 means day but to use their scale and ambi- almost abandoned former mining vil- Europe. It will also seed content for the tion through cultural diplomacy. If championing people taking active tion to inspire an alternative future of lage meets striving fine arts metropo- Kreenholm Biennial, an international Narva is for the long term people talk to each other, they create control of a narrative that, for too socially conscious micro-enterprises lis. We hold the world-famous Estonian platform for interdisciplinary innova- a new culture together. Narva is a long, has been told from the outside. working in craft, design, fashion, composer Arvo Pärt’s jubilee, the inter- tion that puts art and culture at the cen- Based on cooperation, shared owner- collaboration hub between the East cleantech, music, film, and across the national festival of avant-garde theatre tre of industrial and societal revolution, ship, and co-creation, we will prioritize and the West. arts. Baltoscandal, and present waterfront empowered by technology. projects having the potential for long- stories, daчa celebrations and sauna term impact. Diverse funding models 1.1 2.1 3.1 festivals. Narva is the future underpin these projects, and there is a The Bridge Women’s Voices Resources and range of agendas — with culture being Energy 3) Manufacturing Futures Narva can play a dynamic role as Es- central to inclusive growth, health and tonia’s Russian creative hub, attract- wellbeing, and intercultural dialogue. Grand projects Grand projects: Grand projects: Narva is experimentation and risk ing start-ups and innovators keen to ex- Narva 2024 will seed sustainability and ●●“Who Am I?” - a special edition of ●●Academy: Women’s Voices ●●The Waste Project Narva is a process ploreshared East / West opportunities. inspire long-term interventions, working Opinion Festival Narva is a testbed and pilot We will build a base of academic and for tomorrow by encouraging co-invest- ●●Oratorio: Women’s Voices; ●●Land Art (Kreenholm Art Biennale technical skills and embrace our evolv- ment from a range of public and private ●●Cultural Visa; ●●Conference: Women’s Voices edition) In our third pillar, we are in the business ing arts and creative scene to propel sector sources. ●●Two Castles, One Story; ●●World Cleanup Day Narva of testing, exploring, and re-designing Narva forward as a city that creates and the future. For such a small country, Es- innovates.This effort is not to replace Narva is open tonia has been a technological and cre- the indust- ries of yesterday but to use ative pioneer for Europe over the last their scale and ambition to inspire an Narva 2024 has a philosophy of pub- 20 years — home to cutting-edge dig- alternative future of socially conscious lic neutrality. We don’t adhere to po- 2.2 3.2 ital firms and pioneers of social inno- micro-enterprises. Our partnerships litical ideologies but, instead, promote Playground Kreenholm — A vation forged through a commitment to with Robotex International, Science the idea of dialogue. This decision is City within a City leaving the world a better place. With Park Tehnopol, Estonian and European our only option because Narva is on Kreenholm as our citadel of innova- universities mean we can manufacture the crossroads of different political am- Grand projects: Grand projects: tion and industrial change, Narva 2024 a future born of collaborative innova- bitions. At the same time, Narva needs will explore how culture shapes indus- tion and creative energy. By establish- new people with fresh ideas. Openness ●●Virtual Old Town of Narva ●●Kreenholm Art Biennale try and how industry shapes culture. We ing a springboard for young talent, and is the precondition for international ●●Put some colour on! ●●STALKER The Art & Adventure will convene international best and next valuing intercultural dialogue, and in- cooperation. ●●Narva Urban Lab Route practices to prototype new solutions ca- ternational and cross-sectoral co-pro- ●●Post-Industrial Stories pable of re-booting the city’s economy duction will introduce a mental shift Narva is without borders and path-finding universal solutions, in- geared towards openness and global cluding renewable energy, digital fabri- collaboration. In the contemporary world, the periph- 2.3 3.3 cation, and inclusive growth. ery is defined by the absence of appeal From Salzburg Future Patterns PRINCIPLES FOR PROJECT Narva suffers from periphery syndrome, to Sompa Narva is renewal and renewable DEVELOPMENT lacking the attraction factor that fuels

metropolitan growth. But our appeal is Grand projects: Grand projects: Virumaa, with its shale mining indus- Narva is a city of values growing, as we pivot from as ‘Is Narva ●●Opening of Narva2024 - Dive In! ●●LEVEL UP NARVA try, is the most polluted region in Esto- Narva is inclusion Next?’ born of geopolitical power games ● nia. Though a big employer, this indus- Narva is empathy to ‘Narva Is Next’ inspired by creativity, ●Celebrating Arvo Pärt ●●“Mining The Future” open labs try is being phased out — a necessary Narva is generosity inclusion, and dialogue. This makes us ●●Waterfront ●●ArtLIFT reality given its terrible environmental Narva is ownership hyper-relevant and endows us with sig- ●●Daчa Fest impact. So we will be faced with a leg- nificant symbolic capital. The artists are acy of unemployment and a landscape Our three pillars provide the scaffold coming, the people are participating, and marked with toxic mountains of ash for multiple projects and activities that Narva is the new, next centre for Europe. and industrial waste. Our approach is collectively enshrine a mission towards twofold. First,the landscape is extraor- Narva is next. To deliver this, we are 16 Narva. Candidate City European Capital of Culture 2024 Narva. Candidate City European Capital of Culture 2024 17 “Narva could be the meeting point of St. Petersburg, Paris, Podgorica, Kilkenny and Nuustaku.”

Sillamäe

Andrei Hvostov Estonian author and journalist I would say that Estonians who have lived and stud- ied outside Estonia also have that skill. We have a whole new generation having that experience and who can compare Estonia to what is outside of it. What is good about Estonia and what is not so good. I could do it to some extent during a time when going abroad was impossible. In a sense, I was a “foreign- er” in my home country, and because of that, I also saw the shortcomings of being Estonian. I think that being in that state of mind gives one a more poly- chrome picture.

Is there a place for Soviet nostalgia when developing the cultural life of Ida-Virumaa?

In culture for sure — because in addition to propa- ganda and ideological pressure, Soviet culture also contained many interesting and sophisticated as- pects. Take film, for example: for sure the Russian director Nikita Mihhalkov’s work was much more interesting in Soviet times than it has been recently. The Strugatsky brothers were Soviet writers. Gena the Crocodile and Cheburashka cartoons were made in Soviet times. It is a complicated, multilay- ered culture with hidden meanings and allusions.

What kind of Estonian cultural phenomenon de- serves more attention in Narva?

Narva as a city is defined by being a border town. It has been one since the 13th century. During the Hanseatic time, the order times, under the Swed- ish rule. Narva has also been the border town of the Petersburg Governorate. But at the same time Kreenholm, the biggest industrial complex of the city, was part of the Estonian Governorate. Being on the border or the edge is very different from being somewhere in the “centre”. At the border, a specific identity is formed. It makes one understand very clearly what differentiates “here” from “there”. In a broader sense, all of Estonia has always been identified as a border country. That makes Narva the border town of the border country. Narva is the concentrate of the idea of being on the border, the quintessence of that condition. That is something valuable in itself.

Where is your family from originally? Why should Narva become the European Capital of Culture in 2024? My mother is from Southern Estonia, my father from the Transbaikal region in Siberia. I was born in Jõhvi Precisely, because Narva is a border town. At the and grew up in Sillamäe — in Estonia. same time, Narva is not a closed fortress; it is open to St. Petersburg. The European Union might have Does a person growing up in a border zone and be- a complicated and strained political relationship ing an Estonian with a Russian name, possess a par- with Russia, but fortunately, culture has always ticular identity? What are its pros and cons? been something that has helped create and main- tain relations. Shared projects with culturally active I can understand Estonia and Estonians. I am part people of St. Petersburg would be essential, en- of the Estonian culture, and it is dear to me, but at gaging, and enriching. Narva could be the meeting the same time, I am also able to observe it from a point of St. Petersburg, Paris, Podgorica, Kilkenny distance. Not just to be a participant but also an and Nuustaku. observer. 2. Cultural and artistic content 2. Cultural and artistic content

DESCRIBE THE STRUCTURE In the middle of the 19th century, international media interest due to its from the Russian “capital of culture”, dition to panel discussions, the festival the initiative also to the Culture Sector OF THE CULTURAL Narva started to develop into a signif- location at the border of EU/NATO but of course, also from elsewhere in encourages other inclusive formats, in- to facilitate collaboration with Russian PROGRAMME, INCLUDING icant industrial town. Ludwig Knoop and Russia and its predominantly Rus- Russia, to cooperate and co-create with cluding various innovative workshops, partners and the EU. THE RANGE AND DIVERSITY established the Kreenholm Manufac- sian-speaking population of whom artists from Narva, Estonia, and Eu- group discussions, debates, world cafés, OF THE ACTIVITIES AND turing Company in 1857 that with its about one third are Russian citizens. rope. For the Russian diaspora, Narva and other unique ways to get the con- 3) Two Castles, One Story THE MAIN EVENTS THAT approximately 8 000 workers, became After Russia annexed Crimea and in- as a European Capital of Culture will versation going. The Opinion Festival is WILL MARK THE YEAR. FOR one of the largest cotton mills in Eu- vaded Eastern Ukraine, the city at- encourage them to take pride in the modelled on the sociopolitical Almed- Two castles, one story EACH ONE, PLEASE PROVIDE rope and the world. At the end of the tracted more attention than any other abundant intellectual capital of Rus- alsveckan festival in Sweden, which Two countries, one history WITH INFORMATION ABOUT 19th century, Narva was the leading in- Eastern European town of the same sian poetry, literature, music, arts, film, has been running for five decades, and Two riverbanks, a joint experience PROJECT PARTNERS AND dustrial town in Estonia. The first rail- size. The powerful symbolism of the and theatre. Also, many families in the other similar ventures in Finland, Nor- ESTIMATED BUDGET. way in Estonia, completed in 1870, con- two ancient castles on both sides of the St. Petersburg area still have fond mem- way, and Denmark. The Opinion Fes- The two castles of Narva and Ivango- nected Narva to both St. Petersburg and river made it easy to visualise the “clash ories of going to the Narva-Jõesuu tival is part of the newly established rod — one of them in Estonia/EU, the Tallinn. of civilizations”. Even though most beaches and cottages in the summer, Democracy Festivals Association plat- other in the Russian Federation, sep- journalists didn’t find any proof for so witnessing Narva rise as a European form, together with eight other discus- arated by the Narva river — offer the 1. THE END OF their “is Narva next?” hypothesis, the Capital of Culture will surely encour- sion festivals. classic postcard image of Narva. These EAST AND WEST Ursula von der Leyen, the first woman negative publicity had an impact on the age tourism. This special edition of the Opinion Fes- two impressive buildings are like dusk ever chosen to be the President of the image of the city. Due to its geographical, political, and tival in 2024 will take place in Narva, and dawn, always right next to each Programme: The European Commission, is a descendant of Narva’s bid for the title of ECoC is a cultural position, Narva is a battle- bringing together European and Rus- other but never really together. A dra- the cotton merchant Ludwig Knop (1821- Bridge 1894), who founded the largest textile bridge to reconciliation, understanding, ground for competing narratives. So sian opinion leaders and intellectuals. matic love story, two sides of the same factory of the Russian Empire and Europe - human values, and collaboration, lead- the programme also tackles the topics They will be discussing topics around coin, a split personality. Endless inspi- Narva is East and Narva is West Kreenholm Factory of Narva. ing from a complicated and painful his- of language and media in the post-truth identity, history, tensions, and dilemmas, ration for stories of separation and Narva is the centre tory to new opportunities. Narva2024 era by initiating a critical reading and and focusing on shared values and col- togetherness. Narva is Russian offers a unique chance for the city and writing programme. laboration, particularly in the Baltic Sea Founded by the Kingdom of Denmark, Narva is Estonian The massive battles during World War its citizens to redefine and rewrite their With this project, Narva positions itself Region. The highlight event in 2024 which had conquered Northern Esto- Narva is European II destroyed about 94% of Narva, in- narratives and identities that were hard as one of the bravest new creative hubs will be strengthened with pop-up events nia, the origins of Narva Castle date Narva is intercultural cluding its Baroque Old Town. After hit by political changes in the 1990s. in Europe. Collaborating between East and discussions in partnership with back to the 13th century. In the late Narva is change the war, the Soviet authorities decided Furthermore, it is a conscious effort and West, between Europe and Russia, Narva’s very own initiative Bazar, start- 16th century the castle was occupied by Narva is a bridge to demolish, along with the ruins, the to recognise and take pride in diverse proving that creativity and diversity, if ing from 2020 increasing the civic and Russian then by Swedish troops. Narva remaining buildings to make room for characteristics and to step up globally, well nourished, can turn around a pat- community engagement of all language Castles counterpart, the Ivangorod for- apartment buildings. As a result, only a claiming back its status as the cross- tern of decline by bringing together arts groups and minorities, making sure they tress has been around since the end of INTRODUCTION TO handful of pre-World War II buildings ing point of international trade routes and innovation, entrepreneurial think- will be prominently represented at the the 15th century. Today, both Ivango- THE PROGRAMME remain of the Old Town, including the and the position as a connector. Narva ing and creative collaborations. Narva international focus event in 2024. Add- rod and Narva Castles are city muse- Baroque-style Town Hall. might be on the outskirts of Europe, will be joining the dots and connecting ing digital platforms and tools, we will ums — telling the stories of their par- Context After the war the original native in- but its history and geopolitical situation geographical, cultural, as well as sec- overcome linguistic and logistic obsta- allel histories. habitants were not welcomed back to place it square in the middle of inter- toral ties — acting as a bridge in the cles, creating a valuable digital layer to Within “Two Castles, One Story”, we Narva is a clash of civilizations, the Narva — and mostly immigrant Rus- national relations. Narva is stepping up broadest sense. provide inclusiveness and cross-cultural will develop a set of theatre and music meeting point of East and West. If sian-speaking workers from other parts as a collaboration hub between Europe collaboration. The goal of Opinion Fes- events and productions that will join the you have not been to Narva, you might of the USSR were brought in to popu- and Russia, between East and West. tival 2024 in Narva is to completely up- two castles and the two cities. As differ- think we are over-dramatic. But being late the city. This was mainly the out- Narva is a bridge, Narva Is Next. GRAND PROJECTS grade the level of discussion on Baltic ent viewpoints and interpretations of there, sipping coffee on the terrace of come of a plan to build a secret ura- Sea Region collaboration as well as the history are widely spread, this will offer the iconic music club Ro-Ro by the nium processing plant in the city, which The programme 1) Who Am I? A Special Edition of dialogue between Europe and Russia. an opportunity to hear and interpret the Narva River and listening to dogs bark would turn Narva into a closed town. Opinion Festival (“Arvamusfesti- stories through artistic expression and in Russia, just 200 metres across the The planned uranium factory (which This programme is a golden opportu- val”) in Narva 2) Cultural Visa personal accounts. It’s an opportunity river, and then glancing at the two cas- ended up being established in Sillamäe nity for Europe to build closer cultural to learn differing viewpoints, a chance tles of Narva and Ivangorod on op- with only a uranium enrichment labora- collaboration with Russian artistic and The Opinion Festival (Arvamusfesti- We will pursue the concept of a 48-hour to get to know each other better. posite sides of the river, the border, so tory located in Narva) and other large- creative communities, embracing the val in Estonian) takes place every Au- Cultural Visa for visitors from Russia to close and mentally so far from each scale industrial developments, like re- cultural wealth of their traditions, yet gust in Paide located in central Estonia. visit Estonia during the year of the Eu- “Two Castles, One Story” theatre other that it gives you goosebumps. storing the Kreenholm Manufacture, placing them within the European value Founded in 2013, the festival has proven ropean Capital of Culture in 2024. This production Even on a quiet evening with only a few were the driving forces behind the in- system. Narva2024 will offer Europe a hugely popular and is now taking place idea requires in-depth analysis and is, of strollers-by on the promenade, the air is flux of migrants from different parts of unique cultural diplomacy tool to con- for the sixth consecutive year. For the course, dependent on individual agree- Two theatre directors — one from Es- buzzing with energy. the Soviet Union, mainly the Novgorod, nect Europe and Russia via the Rus- 2024 edition, we will bring the event to ments and political will. The visa will be tonia and one from Russia — collabo- Narva has always been a trading hub Pskov and Vologda areas of Russia. In sian-speaking community at the border Narva. The Opinion Festival is a meet- valid for a maximum of 48 hours and rate on a joint theatre production, tak- between East and West. The fortified January 1945, Ivangorod, a town across of the EU. It will bring new opportu- ing place for all layers of society, giving can be arranged at the border without ing place simultaneously in Narva and settlement at Narva Joaoru area is the the river that was founded in the 15th nities to Russians, who share European a platform for different worldviews. Its the necessity of a preliminary visa ap- Ivangorod castles. They agree on an oldest known in Estonia, dating between century by Tsar Ivan III of Russia, was values, offering a chance for the rich mission is to improve debate culture and plication in advance. event in history and create a theatre 5000–8000 BC. Trade, particularly separated from Narva and made part Russian culture to shine across Europe. civic education. The festival is free of Estonia currently has an initiative called piece around it, telling different per- Hanseatic long-distance trade remained of the Leningrad Oblast in the Russian It will give Russian diaspora a voice, at charge and open to everyone. Approx- The Startup Visa. This arrangement spectives of the same story. The Rus- Narva’s main occupation throughout SFSR. the same time providing the EU with imately 10 000 people attend the festi- helps non-EU start-up founders grow sian director will stage the Estonian in- the Middle Ages, even though Narva it- Today’s Narva is 96% Russian speak- a pilot project on working better and val each year, including ministers, scien- their businesses in Estonia as well as terpretation of the story and vice versa. self was never a member of the Hanse- ing. It is essentially a Russian-speak- smarter with Russia. tists, and cultural and thought leaders, making it simple for Estonian start-ups The performances take place in both atic League. In the 17th century, Narva ing EU. The place in Estonia where the Due to its location just 130 km from as well as major media. Each discussion to hire non-EU talent. Further, this is an cities and castles simultaneously. There was on the border between Russia and Russian-speaking minority is in absolute the cultural metropolis St. Petersburg, follows the “Respectful Discussion Con- excellent opportunity for international are video links and drone footage to join Sweden, who wanted to turn it into a majority. Narva has a unique opportunity to at- vention” that allows for a balanced and talent wanting to work and collaborate them, visualizing the fact that people regional capital. Since 2014, Narva has attracted broad tract producers, artists, and curators constructive exchange of ideas. In ad- within Estonia, and we’d like to extend are experiencing the performance si- 22 Narva. Candidate City European Capital of Culture 2024 Narva. Candidate City European Capital of Culture 2024 23 2. Cultural and artistic content 2. Cultural and artistic content

MEDIT - Tallinn University Centre of multaneously. A bridge of understand- tivals. Narva2024 will use these plat- Poetry and literature programmes: In- Excellence in Media Innovation and Digital 2. UNTOLD The history of Kreenholm, where tens ing and empathy. forms to develop collaborations be- ternational Festival of Russian-lan- Culture - indicative STORIES of thousands of women used to work tween Europe and Russia. Due to their guage literature and the Poetry Festival Open Estonia Foundation - indicative for more than a century, is yet unwrit- PÖFF - Black Nights Film Festival - confirmed “Two Castles, One Story” music international profile and their resolve of Rakvere will treasure the richness Rus.Delfi -confirmed Programme: ten comprehensively. At the same time, events to establish international ties between of both Estonian and Russian literary Saaremaa Ooperipäevad - confirmed Women’s Voices there is not a single family in Narva Europe and Russia, these specific festi- texts and languages. University of Tartu - indicative who does not have a personal story con- Valga Museum - indicative Two events will take place within this vals were selected for this programme: Narva is made and remade by women nected to Kreenholm. This is an op- sub-programme: Narva–Ivangorod Centre of Excellence of New Technol- Russian: 22 Europe is made and remade by women portunity to bring to life a story which Opera Days - a contemporary opera Go Narva! - An open-air rock festival ogies in Performative Arts (CENTPA) Adresa Peterburga Magazine and Border Narva is powered by water and women women, as the main labor force at the Symmetry Forum - confirmed and ballet festival, and Narva–Ivango- founded in 2019. is a new initiative by Vaba Lava, bring- Baltijskij Dom - confirmed Narva is an archaeology of women’s voices mill, will write. The programme will rod Symphony. Both events will be ing innovation to the theatre sector and Chamber Music Theatre St. Petersburg - Narva is a city of sisterhood share the history of Kreenholm factory co-produced by top orchestras from Es- “The Rooks Have Arrived” and “The creating the biennale “On the Edge” in confirmed Narva is fighting for fairness through women’s voices and to cele- City administration of Ivangorod - confirmed tonia and Russia, joining together pro- Rooks Have Departed” - the corner- both Narva and Ivangorod. Committee for Culture of Leningrad Region - Narva is for tomorrow’s women brate those women, who thrived in both ducers and curators from both sides, stone festivals of Narva’s underground confirmed their work and family lives. It is vital to featuring Jüri Leiten (Eesti Kontsert) culture that have taken place for two Border Areas (Narva–Ivangorod, Committee of Leningrad region for tourism - start preserving the stories of the last confirmed and Yuri Alexandrov (Artistic Director decades at the Ro-Ro Art Club. Valga–Valka, Kirkenes–Nikel) will re- Elektroteatr Stanislavski, Moscow - confirmed INTRODUCTION TO factory generation in this eastern cor- of The St. Petersburg Chamber Opera) consider border areas through artistic Etude Theatre - confirmed THE PROGRAMME ner of Europe before the opportunity as artistic directors. Digital arts and Mägede Hääl - an underground music interventions in collaboration with Bar- Foundation “Heritage of Baron Shtiglits” - disappears forever. confirmed communication — video links, projec- and urban culture festival that takes ents Spektakel festival in Kirkenes in Kinostudiya “Lenfilm” - confirmed History of the Kreenholm women tion-mapping, virtual reality and holo- place in Kohtla–Nõmme. Northeast of Norway, bordering with Kirovski districs of St. Petersburg - confirmed Kreenholm and redemption grams will be used to share the experi- Russia. Krasnenkaya Rechka municipality (St. Kreenholm — The factory in the river, Petersburg) - confirmed ence across the river as well as to record Jõhvi Ballet Festival in Jõhvi and Rak- Mihailovski Theatre - confirmed on the border between Estonia and Rus- Younger generations have grown up these into digitally shareable stories, vere actively grows young talent and Big Band Project Narva–Tallinn–Peter- Moscow Music Week - confirmed sia, was powered by water and women. without knowing the local histories and aided by a unique social media cam- collaborates across the border; it will burg — bringing the glory of the Big Museum Agency of the Leningrad Region - Between 9 August and mid-September the contribution of their grandmoth- confirmed paign. At the same time, museums in kick off in Narva starting in 2022. Band tradition in Narva back to life by Music Hall SPb - indicative 1872, the most turbulent episode of la- ers. More historical and contempo- both Ivangorod and Narva will host si- the collaboration of Sergey Gusyatin- Peterburi festival “Pääsupunkt” - confirmed bour unrest that had ever taken place rary role models are needed for youth multaneous exhibitions - “Collecting Station Narva is an international music sky and St. Petersburg Big Band and Sevkabel Port - indicative in a Russian factory ran its course in to gain confidence in taking the future SKIF - Sergey Kuryokhin International Festival Narva, Collecting Ivangorod”. A fes- and arts festival founded in 2018 and top big band orchestras in Estonia. - confirmed Kreenholm. The number of workers in- into their own hands. By involving both tival of light installations will create il- bringing 70% of its programme and St. Petersburg Art Residency - confirmed volved over five thousand at the peak of genders of the younger generation, the luminated pathways across the river audiences from Russia and Europe. Estonian—Russian Residency Ex- Stereoleto Festival - confirmed the strike. No previous incident of labor programme aims to extend knowledge Theatre “Na Liteinom“ («На Литейном») - bridges and through the promenade change Programme creates a regu- confirmed unrest had sent as many tremors rever- about local histories told by factory areas, castles, and courtyards on both Dark Side of the Moon will be a new lar circulation of artists across borders, berating through government circles. heroines, working collaboratively with sides. Estonians and Russians will float venture to be established in 2020. This creating space for co-creating as well as International: 12 Between 1870 and 1894, a total of 85 high-level professionals of various disci- Aalto University (FI) - indicative small lights down the river. Artistic in- international dance music and un- public exhibitions. Almedalsveckan festival (SE) - confirmed strikes occurred in the cotton textile in- plines from all over the world. By turn- tervention with multimedia arts will derground culture festival will be the Barents Spektakel festival in Kirkenes (NO) - dustry with 53 341 workers participat- ing Narva into a meeting point where bring a fresh perspective to being on op- first of its kind in the Russian–Nordic confirmed ing, between 1895 and 1900, 139 154 we embrace feminism in the Northeast- Bassiani club, Tbilisi (CA) - indicative posite shores of the river. region. LEAD PARTNER(S) OF THE GRAND Berghain Club, Berlin (DE) - indicative workers participated in 188 such strikes. ern European context, we aim to ena- PROGRAMMES Brivibas Gallery (LV) - confirmed In 1905 the first strike led by a woman, ble the formation of individual narra- Film Festival “On the Border” in col- Democracy Festivals Association (DK) - confirmed Amalia Kreisberg, took place in Kreen- tives that have roots in the Kreenholm Opinion Festival - confirmed Eurosonic, European Talent Exchange LIST OF OTHER EVENTS laboration with Lenfilm presents Esto- ContempArt MTÜ - confirmed Programme - confirmed holm. This strike inspired the move- community. It will allow a living archive IN THE PROGRAMME nian–Russian productions. Eesti Kontsert - confirmed K-Challenge (KR) - confirmed ment of equal rights and emancipation, to be born that will be in a constant pro- Nordic Council of Ministers - confirmed in Estonia, and ultimately helped bring cess of adaption and refinement. Terras sem Sombra festival (PT) - confirmed Vaba Lava Theatre hosts Festival of In- LIST OF PARTNERS FOR THE about the granting of political rights for The projects of this programme will Critical thinking, reading and PROGRAMME Union of the Baltic Cities (PL) - confirmed writing. dependent Theatres from Russia and women. The history of the strikes and create an international and regional Due to its geographical, political, the Baltics. Local / Regional: 12 Cultural and other sectors involved: Amalia Kreisberg is a perfect example context particularly with Finland, where ContempArt NGO - confirmed Theatre, Music, Film, Arts, Literature, Spoken and cultural position, Narva is a bat- Jõhvi Concert Hall - confirmed Word, Museum & Exhibition, Conference & of a clash of narratives that is still very Tampere (an ECoC candidate for 2026) tleground for competing narratives. Standup Comedy Festival “Crossing Kohtla-Järve Municipality - confirmed educational, Digital & multimedia, Historic, much alive in Narva. On one hand, hid- is acknowledged as the cradle of female Kohtla-Järve Riigigümnaasium - confirmed Technology, International affairs Therefore, the programme also tack- Lines“ will offer an Estonian–Russian– NART - Narva Art Residency - confirmed den under a layer of Soviet history in- empowerment and women’s political les the topics of language and media in English programme. Narva Art Gallery - confirmed terpretation, it is a classic deep-rooted rights stemming from the city’s indus- the post-truth era by initiating a crit- Narva College of the University of Tartu - myth of communist struggle. On the trial heritage. confirmed PLANNED PROGRAMME BUDGET ical reading and writing programme. КИНОFF - International comedy film Narva Creative Incubator OBJEKT - confirmed € 2 764 000 other hand, the current Estonian history Throughout the five-year continuous Within this programme, we also in- festival in close cooperation with Rus- Narva Gate / Kreenholm - confirmed discourse has all but forgotten the above programme, stories of the local women clude a project of Myth Breakers / sian partners is a sub-festival of the Es- Narva Municipality - confirmed events and Amalia Kreisberg. “Wom- will be collected, documented, and ar- Narva Museum - confirmed “Müüdimurdjad” — Students will en- tonian A-class Film Festival PÖFF. Vaba Lava Narva - confirmed en’s Voices” will uncover and celebrate chived at the Narva Archive and Narva gage with overthrowing myths and ru- the role and the power of the women of Museum with a particular focus on oral mours with critical thinking, facts, and Estonian Academy of Arts and The National: 16 Kreenholm past and present — re-in- history. The material will be animated, Arvamusfestival / Opinion Festival - confirmed reasoning. The narratives become writ- State Repin Academy of St. Petersburg Digitally Yours Ltd - confirmed terpreting their stories, finding their digitalized, programmed, and critically ten stories and online videos in col- Summer Academy in Narva will join Eesti Kontsert - confirmed proper positions in the timeline and ge- appraised to create a user-friendly and laboration with regional and national students from both institutions for an Estonian Academy of Arts - confirmed ography of European emancipation, constantly transforming living archive. Estonian Ministry of Foreign Affairs - indicative media. extensive study programme, embrac- Estonian Police and Border Guard Board - and bringing them alive through con- Kreenholm as a symbol of hope and re- ing and learning from the diverse ap- indicative temporary arts, and musical and visual newal will involve, among other things, United by Festivals proaches. The study projects will in- European Commission Representation in events as well as scientific reflections. the following activities: Oral histories Estonia - confirmed In recent years, Narva and its region clude a thorough interaction with local Lennart Meri Conference - indicative “Women’s Voices” will pass on the leg- and archiving workshops with further have started to bustle with vibrant fes- institutions. Linnateater - indicative acies and empower future generations. sessions of recordings with local com- 24 Narva. Candidate City European Capital of Culture 2024 Narva. Candidate City European Capital of Culture 2024 25 2. Cultural and artistic content 2. Cultural and artistic content

munity, educational, and mentorship will be composed in response to wom- International summit for psycho-geog- Programme: and stagnation in the local property mar- man-scaled urban environment that programmes for young people; research en’s narratives from the living archive raphers, focusing on women as urban Playground ket over the last couple of decades, this people would enjoy a real connection and artist-led workshops, seminars, and of Kreenholm and created collabora- explorers. This summit will explore, process of diversification halted. Mean- with through the lens of play, accessibil- discussion panels; artist residencies; ar- tively with the local community. The analyse, and involve female urban ex- Narva is a grid, a plan, a concept while, the hunger for a human-scaled ity, street-art and human-centred urban tistic interventions with outcomes such composition will celebrate women who plorers to understand the effect vari- Narva is experimental, adventurous, city stayed. This unsatisfied yearning is design. It will start in 2020 and will as concerts, exhibitions, performances, have fought for their lives, their families, ous geographical locations have on our engaging, edgy one of the reasons for the general disap- grow by 2024 into a seven-days-long re- a large-scale musical event, and an in- and their rights — and who deserve to behaviour and emotions. It will include Narva is serious play pointment of Narva’s residents in their gional event featuring live artworks; ternational conference. For archive and have their voices heard. The voices of a discourse regarding eccentric architec- Narva is frivolous play built environment, causing many to call temporary interventions; backyard publication and making an innovative the women will be included in the piece ture and its potential in the post-Soviet Narva is a canvas the town “grey” and “dull” and distanc- music performances; picnics; workshops data visualisation studio, Platvorm (EE) of music together with professional city scape — using Narva as a case study. Narva is tomorrow’s urban playground ing themselves from its environment, think- for artists and kids; artist discussions; takes the lead to mesh a physical and choirs and orchestra. The premiere will ing they have no power in changing it. and exhibitions with works by sculptors, digital space — both concepts and tan- be performed at the Kreenholm mill So what do you do when you find your- photographers, and artists. Augmented gible innovative digital platforms will be with further performances around the LEAD PARTNER(S) OF THE GRAND INTRODUCTION TO self in that kind of a conundrum? reality workshops will allow people to developed with a focus on real-time data world. Creating an immersive experi- PROGRAMMES THE PROGRAMME You turn your city into a playground. design their surroundings in virtual and dynamic user-generated content. ence, the presentation will be enriched Narva 2024 space — showing them what the city The programme will achieve its goals by with mixed media and video mapping. Estonian Academy of Arts Foundation - confirmed In Europe, we are used to thinking that could look like, and provoking hunger collaborating with an extended network Maria Kapajeva - confirmed a city should be built for people. What GRAND PROJECTS for spatial change. By artists consulting NART – Narva Art Residency - confirmed of European and transnational organi- 3) Conference: Women’s Voices Tallinn Music Week - confirmed seems obvious has not always been so. and working directly with the buildings’ zations and by mutually sharing knowl- For a while, cities were designed ac- 1) Virtual Old Town of Narva owners, explaining the value of art and edge and skills with the purpose of em- Description: This large-scale confer- LIST OF PARTNERS FOR THE cording to function, instead of people. instilling a new attitude of playfulness powerment. Core stakeholder in this ence, including partners from the UN PROGRAMME Commerce was separated from living Although Old Town of Narva was towards the built environment, the fes- Local / Regional: 5 project is the Kreenholm Women’s cul- Women in Science and Obama Foun- Kreenholm Women’s Culture Club - confirmed quarters, and cultural institutions were lost more than 75 years ago, there is tival will become an outreach, an edu- ture club. It is about sisterhood across dation, will use results of the long-term NART – Narva Art Residency - confirmed restricted to a few solitary buildings that still a lot of nostalgia for the lost Ba- cational and generation-spanning expe- borders and Kreenholm Women’s sis- research project “Academy: Women’s Narva Archive - confirmed were supposed to satisfy social needs roque pearl. People long for a connec- rience. As a result, the space of the city Narva Creative Incubator OBJEKT - confirmed ters around the world. Voices” as a reference point. The con- Narva Museum - confirmed entirely. tion with the city’s ancient past, in order will be perceived as a canvas that is there ference aims to empower local youth Narva is one of the cities that was laid to reconcile the place they currently re- for residents to use and have fun with. — in collaboration with the Superheros National: 5 out according to that paradigm. What side with the historical images of what Feministeerium - confirmed GRAND PROJECTS initiative — by creating a dialogue be- Michael Pärt Music - confirmed we tend to take for granted in most Eu- it used to be. Unfortunately, the yearn- 3) Narva Urban Lab tween them and the inspiring keynote Platvorm - confirmed ropean cities with histories spanning ing to rebuild the whole Old Town — 1) Academy: Women’s Voices speakers from around the world. Superheroes - TBC as many centuries as Narva are the lit- what most residents would actually want The first Narva Urban Lab took place Tallinn Creative Incubators - confirmed tle nooks and mysterious courtyards, the — is a utopia, as it would entail the im- in 2018 and has since become a plat- Description: This project will develop a Russian: 3 ground-floor workshops and inviting possibility of tearing down the current form for rethinking Narva’s spatial is- new living archive of women’s stories. LIST OF OTHER EVENTS Kaliningrad Branch of the National Centre for storefronts, the city squares flanked with residential buildings. Hence, opportuni- sues and sharing knowledge internation- Contemporary Arts - confirmed The oral history of Kreenholm work- IN THE PROGRAMME Prakticheskoe Pismo Reading Group - TBC two- to three-story buildings – they are ties are limited for celebrating the city’s ally with cities experiencing the same ers to be gathered, documented, and ar- St. Petersburg Art Residency - confirmed all but absent here. roots in real space. The digital world, on problems. The Lab runs for two to three chived; they will be preserved in Narva Music and City Festival Tallinn Music This has not always been the case. The the other hand, presents a wealth of op- days and consists of a symposium, ex- International: 21 Archive and Narva Museum and will be Week and European “Women in Abandon Normal Devices (AND) festival (UK) Old Town of Narva used to be full of portunities. Based on an augmented re- hibition openings, spatial interventions, used for further educational and art de- Music” programme of Keychange, - indicative these diverse little spaces and intermin- ality (AR) app developed in 2018 by activities in public spaces around Narva, velopment programmes that are run in supported by the Creative Europe Pro- Arteria Association (PL) - confirmed gled functions. That was until World the University of Oslo in cooperation and has also branched out into events City Culture Institute Gdansk (PL) - confirmed collaboration with the local community gramme, in Narva (2023) - TMW2023, Finnish Embassy in Estonia (FI) - indicative War II when that human-scale city was with Tallinn University, we will develop initiated by local community (e.g. flea and international partners. Some stories together with the final programme por- Hanaholmen Culture Centre (FI) - TBC erased from the face of the earth. In ad- a high-resolution full-city 3D model, market). will be transformed into visual media tion of the global Keychange move- Keychange programme, PRF Foundation (UK) dition to the tragedy of losing a pearl of which will serve as a base for a plethora Starting in 2020, Narva Urban Lab - TBC products. This is an opportunity to re- ment, will move to Narva for one year Museum of Gender and Female History (SE) - Nordic Baroque with its consistent 16th of augmented reality applications — and “Put some colour on!” will begin to vive the stories of extraordinary ordi- — putting the city on the global map indicative century architecture, missed by Narva’s from historical reconstructions and city work in tandem. While “Put some color nary women of Narva. The focus of the for supporting equality and crossing Obama Foundation (US/EU) - indicative residents in a way similar to spasms of guides for the city’s visitors, to educa- on!” is a hands-on tutorial on not tak- Onomatopee (NL) - TBC Academy is to involve young people at borders as well as recognizing its myr- Salzkammergut 2024 (AU) - confirmed phantom-pain, the city also lost its di- tional suites and city discovery quests for ing one’s built environment too seriously every stage of the project. The goal is to iad cross-sector collaborations bringing Serlachius Museums & Residency (FI) - indicative versity. After the war, the industrial com- kids. In combination with the planned and a vehicle for transforming the city, build their confidence and self-esteem together more than 200 artists. Site Gallery (UK) - confirmed plexes formed a large portion of the Narva History Museum and the Ar- Narva Urban Lab is a platform for crit- Swedish Embassy in Estonia (SE) - indicative through learning about local histories Tampere 2026 (FI) - confirmed southern side of town, while the sleep- chaeological Park, AR applications will ical analysis of the living environment and heroines in the global context. The Fashion development programme - Umeå 2014 (SE) - confirmed ing quarters were just that — pervasive provide an additional layer of reality that brings together professionals from archive will be an invaluable reference Textile Design and Fashion on the UN Women in Science - indicative monofunctional five- to nine-story build- for Narva’s cityscape, uniting the physi- the fields of architecture, design, and Unesco representation in Estonia - indicative point for women and girls, for men and edges (including Narva Design House University of Michigan-Dearborn (US) - confirmed ings meant for nothing but dwelling. cal with the virtual, letting Narva’s Old arts as well as from the local community. boys, across and beyond generations. and Fashion Week). This programme US Embassy in Tallinn - confirmed The city modifications made in the Town tell its hidden stories. involves leading figures from textile and Women in Tech Ruhr (DE) - indicative early 1990s betrayed the desire for small Women’s Library Whitechapel (UK) - indicative 2) Oratorio: Women’s Voices fashion shifting and developing the in- spaces. If you walk along the main artery 2) Put some colour on! LIST OF OTHER EVENTS dustry and the artistic output in the re- Cultural and other sectors involved: of Narva, Tallinna Street, you can see IN THE PROGRAMME Description: This artistic project forms gion, including masterclasses and fash- Music, Arts, Conference & Education, Film, how early capitalists augmented mono- Modernist architecture, with some ex- Museum & exhibition, Anthropology, Sociology, the grand finale for the research project ion shows involving local citizens. IT, Multimedia functional “khrushchyovkas” with small ceptions, is revered for a certain aus- Keres International Chess Tournament “Academy: Women’s Voices” An origi- cafes, bars, and shops by adding a sepa- terity. Over time, this austerity goes be- — Narva, the hometown of Estonia’s nal piece of music will be commissioned Women’s Football - Football is an rate entrance directly from the street into yond aesthetics and becomes an almost most famous chess player, Paul Keres, PLANNED PROGRAMME BUDGET by one of Estonia’s or Europe’s most re- iconic sport in Narva with the potential € 1 845 000 what would otherwise be a first-floor psychologically repressing hum - the will become the epicentre of a festi- nowned composers: Arvo Pärt, Tõnu and a mission of fully embracing and apartment window. hum you can hear very well in Narva. val of abstract strategy matches which Kõrvits, Helena Tulve, Erkki-Sven actively promoting football for women Unfortunately, with new ownership laws, “Put some color on!” sets out to rede- seep from the game’ boards into the Tüür, Ülo Krigul or similar. The piece and youth. a general decrease in economic activity, sign Narva’s urban space into a hu- city streets. 26 Narva. Candidate City European Capital of Culture 2024 Narva. Candidate City European Capital of Culture 2024 27 “You can always recognise us by our loud voices. If she has a loud voice, she worked at Kreenholm, simple as that.”

Kreenholm

Valentina Brekhunova Former Kreenholm employee arrived at work only to discover that someone had stolen my slippers. I had to work the entire shift in socks. But being young, you don’t make much of it.

The singing traditions of Kreenholm employees are another kind of phenomenon. Please elaborate on that.

In the 70s, every Kreenholm factory had its own choir. The choirs performed at factory holidays and competed at the Gerasimov Palace of Culture. The choir that won was awarded a financial bonus or a reward trip. A lot of people came to sing since everybody wanted to help their factory win. Victory also mattered for the factory bosses. Every facto- ry also had a related kolkhoz, where we would go to help out with harvesting potatoes. First, we held a concert for the folk then we went to work in the fields.

Near the end of the Soviet Union, most of the work- ers at Kreenholm were women — thus, approximate- ly half of the working-age women in town. Is Narva still ruled by women? Does one recognise a former “Kreenholm woman”?

Factory women can still be seen among the town’s powers. But you can always recognise us by our loud voices. If she has a loud voice, she worked at Kreenholm, simple as that. At work, we had to yell all the time just to not be drowned out by the factory noise.

Kreenholm was like a state within a state, which left us an overwhelming legacy. How can we deal with that?

Where are you and your family from originally? A few years ago, we were invited to a concert at the factory grounds. I cried the whole way there My family comes from the town of Lodeynoye Pole while looking at the decay of Kreenholm. The per- in Leningrad Oblast. After the seventh grade, I came formance was terrific, the stage looked great, but here to study at City of Narva Industrial School. My it was more for those who don’t know Kreenholm. relatives had arrived here earlier — to participate Tourists drink coffee and enjoy themselves, but in building Narva Hydroelectric Station — and also former workers just feel the pain that comes from invited me. I came from a large family with a lot of seeing all that once was now lying in ruins. I don’t boys; I was the only girl and had to look after all of believe in Kreenholm being restored as it once was, them. This was so tiresome that I left home with a but it’s good to have concerts and plays there so happy heart. The school had good living conditions that the previously imperious area won’t be aban- and fed you well. After the war, that meant a lot. doned. There were vacancies in the weavers’ group, so I studied to become one. Why should Narva be the European Capital of Cul- ture 2024? What role could Kreenholm play in the title You worked at Kreenholm for half a century, witness- year? ing both its prosperity and perishing. Please describe a day at Kreenholm. Narva should have been the European Capital of Culture long ago. We’re the reflection of Europe at Imagine a bobbin spinning at a speed of 1000 RPM the border for Russia; to wonder at our progress. and having to stop it with your hands to sew to- We should also renovate Kreenholm and open the gether the loose threads. At first, I had burns on Narva waterfalls so that people from all corners of both hands. Three to five machines that must not Europe can have a pleasant stay here. Kreenholm stop; every one of them carrying 400 spinning bob- should be the hub of vibrant cultural life because bins. On occasion, the quality of the cotton was ter- what wonder is there in empty ruins? You have to rible, and the threads broke. In winter, the factory do something to pull in the crowds and help sustain was chilly, and the floors were ice cold. One day, I the memory. 2. Cultural and artistic content 2. Cultural and artistic content

Programme: from the youth to the elderly, from punk but grew up and went to school in Rak- nual Model Ship Building Champion- vere since 1994 is a biannual contem- LEAD PARTNER(S) OF THE GRAND From Salzburg To rockers to chamber orchestras — we all vere, the central city of West Virumaa ship to an international event and or- porary theatre festival. Baltoscandal, PROGRAMMES Sompa enjoy deep thoughts, honest opinions, and the starting point of the region, ganise an International Sailing Regatta. together with other 7 festivals (Kun- Local artists: Eduard Zenchik, Maria Sambuko fine arts, and quality time. And as well, partnering up with Narva’s candidacy. Partnering with the Friendship Fair in stenfestivaldesarts - Brussels, Alkan- and others - confirmed NART - Narva Art Residency - confirmed Narva is a community we should deeply care about our envi- In 2018 an agreement was signed to Kunda, we’ll celebrate the legacy of tara Festival in Lisbon, Dublin Theatre Narva Creative Incubator OBJEKT - confirmed Narva is open ronment. “The World Clean-up Day”, start developing Arvo Pärt Concert historic overseas trade throughout the Festival in Dublin, Göteborgs Dans & Tallinn University Baltic Film and Media School Narva is generous described in the Resources and Energy Hall in Rakvere. The city will continue Eastern Baltic region. Teater Festival in Göteborg, Noorder- - confirmed University of Oslo, Dept. of Media & Narva is for everyone programme, will have lead-up events to to celebrate the birthday of its citizen zon in Groeningen, steirischer herbst Communication (NO) - confirmed Narva is Virumaa the community activities day “Let’s do of honour hopefully also by opening 4) Daчa Fest festival in Graz, Théâtre national Bor- Virumaa is Narva it!” (Teeme ära talgupäev) where every the Arvo Pärt Concert Hall within the deaux Aquitaine in Bordeaux), is a LIST OF PARTNERS FOR THE community, organization, or active citi- ECoC years. Horticultural cooperatives (daчa member of a European festivals net- PROGRAMME zen decides for themselves what needs For the past 10 years, Tõnu Kaljuste, a [dacha] in Russian) are very popular in work called NXTSTP. In 2024 they Local / Regional: 5 INTRODUCTION TO to be done and asks other people to join world-renowned conductor, has organ- Virumaa, both along the coast of the will take their programming also to AR NARVA - confirmed Narva Museum - confirmed THE PROGRAMME in. ised a musical festival – Pärdi Päevad Baltic Sea (Võsu, Toila, Narva-Jõesuu) Narva. Questcity - indicative (Pärt’s Days) – dedicated to Arvo Pärt and also on the anthropologically fertile The Scenergy Workshop - indicative The writer and essayist Andrei Hv- during his birthday week in September. shores of Lake Peipus. “Daчa Fest” is a The Sauna and the Stories - the first Youth centres and art schools in Narva and around Virumaa - confirmed ostov, a native of Sillamäe (a former se- GRAND PROJECTS So far, the festival has been held mainly celebration of such horticultural coop- Virumaa sauna festival was organ- cret industrial town near Narva) wrote: in Tallinn, Rakvere, Paide and Tartu. eratives, highlighting the sub-culture of ised at Town Hall Square in Rakvere National: 9 “Narva could be the meeting point of 1) Opening of Narva 2024 - Tali- In 2019, the festival will hold its first gardening as a source of nutritious food in 2019. By 2024, we will expand the b210 architecture office confirmed- Eesti Energia - confirmed Saint Petersburg, Paris, Podgorica, Kilk- suplus / Dive In! concert in the Alexander’s Cathedral and entertainment. The festival will sauna festival into a regional event rep- Estonian Academy of Arts - confirmed enny and Nuustaku.” – from an ele- in Narva. In 2024, the festival plans to start in Narva in 2019 as a local peculi- resenting different types of saunas: Futuruum - confirmed gant metropolis to simple village life, or The opening festival of Narva 2024 will hold performances across Estonia and arity and grow by 2024 into a regional from Soviet community saunas to port- Maru VR Productions - indicative MTÜ Ruumiringlus - confirmed shall we say, from Salzburg to Sompa! challenge and encourage citizens on Latvia. event, encompassing the whole of Viru- able saunas, tiny saunas in flats to ex- Nationally acclaimed artists, e.g. Kaido Ole - This programme strand brings together both banks of the River Narva, running maa with all of its diverse dachas. In the clusive private saunas, and floating indicative high arts and mundane life while also between the EU and Russia, to dive into 3) The Waterfront springtime, we will organise community saunas to traditional UNESCO-herit- SprayPrinter Ltd – MuralRobot - indicative Stencibility Street Art festival in Tartu - confirmed bridging the borders within the region. the icy waters as a show of community clean-up events; in the fall, fairs for local age Estonian smoke saunas. Sauna is a Sompa - the almost abandoned former spirit. Ice swimming is a long tradition This programme explores the multi-lay- produce (e.g., biggest pumpkin compe- place of equality and communication. Russian: 1 mining village meets striving fine arts in the North and the East. The chilly ered relationship people of Narva and titions) along with barbecue parties and A photo book compiling images and Strelka Institute, Moscow - TBC metropolis. river is a symbol of geopolitical division the region have with the waterfront, horticultural workshops for kids. To- interviews of sauna goers from differ- International: 7 There have been too many physical, that can be overcome by a combination which represents both freedom and re- gether with the Estonian Academy of ent generations, ethnicities, and social Danish Cultural Institute: Urban Cultural as well as mental, boundaries around of community engagement and having striction. In Soviet times, the sea was Arts and the Tallinn University Anthro- groups — dissecting the historical lay- Planning initiative (DK) - indicative Design Manchester festival (UK) - TBC Narva and the East of Estonia. The fun with healthy activity. The event is off-limits for local Estonians. People pology Department, and based on pre- ers of sauna going and its social signif- Dutch Design Week (NL) - indicative border between Estonia and Russia is a also in recognition of the Russian ortho- weren’t permitted to stay at the beach vious research about dachas and garage icance — will be published along with IFI – International Federation of Interior clear one, but the border between East dox traditional ice-water baptism. After after dark because the Soviet govern- co-ops, we will publish a book on the other sauna-related events. Architects/Designers - confirmed Kosice 2013 (SK) - confirmed Virumaa and West Virumaa is invisi- the icy dip, a sauna festival awaits — a ment feared they would escape to the subculture and architecture of Estonian Matera Open Design School (IT) - confirmed ble, imaginary — yet, it has been divid- ritual of cleansing the body and soul, a West (which did, indeed, happen). As a horticultural cooperatives that served The extraordinary lives of ordinary Playable Cities movement (UK) - indicative ing people for decades. Bringing Rak- new beginning. Estonia’s smoke sauna result, people lost their traditional con- as meeting places, hubs for critical dis- people – collected stories of extraordi- Cultural and other sectors involved: vere and the rest of Lääne Virumaa tradition has been included in the UN- nections to the sea for decades. Com- course and memory, places for discus- nary locals including Ingrian Finns and Architecture & city space, Arts, Urban design, on board with Narva’s candidacy is a ESCO intangible heritage list and dates pared to our northern neighbours Fin- sion and self-expression. Many promi- Ukrainians, from weavers, engineers, Civic engagement, Product design, Historical major step towards bridging this invis- back thousands of years. At the same land and Sweden — where owning a nent artists, actors, composers, doctors, smugglers and miners, remixed by art- studies, Social Affairs, Digital & multimedia, IT, Gaming ible border. This programme will bring time, sauna has inspired designers and boat or a yacht and going out to sea is and academics, as well as engineers, ists. We will share the stories in digital the counties and communities together start-ups to come up with new mobile common — Estonia’s sea culture is se- miners, and weavers, spent their sum- mediums, and other interactive mate- as one, and demonstrate that culture is options. The location — the Lipovki Is- verely underdeveloped. mers at the dachas, demonstrating their rials and showcase exhibitions in col- PLANNED PROGRAMME BUDGET accessible to everyone. Rakvere — the land in the Narva River — could not The area of Virumaa is surrounded creative energy through making these laboration with the Estonian National € 1 020 000 capital of punk song festivals, avant- be more symbolic and visually compel- by water from three sides – north, east, modest spaces unique and personal. Musem (ERM) in Tartu as well as Va- garde theatre and Europe’s biggest ling between the two castles on each riv- and south. Through “Waterfront” we A series of backyard concerts by artists bamu Museum of Occupations and sauna festival — is Narva’s most natu- erbank. This favourite traditional place will highlight the traditional heritage of from around Europe will be organised Freedom. ral comrade in this adventure. to exercise for Narva locals of all age this region via various cultural activities in collaboration with Station Narva fes- We celebrate the cultural riches, as well groups offers a chance to connect gen- along the Narva River, the Gulf of Fin- tival, bringing European talent to per- Cultural Festival of National Minor- as peculiarities, of the region and give erations and participants who would land, and Lake Peipus. form at these locations. We will set up a ities “Creative Cauldron of National them an opportunity to shine and dis- otherwise never imagine themselves We will start with youth sailing regatta, website of dachas where locals can up- Cultures” in Jõhvi, Ida-Viru play their diversity. We’ll set up a cul- being part of the artistic community rowing competitions, guided tours on load photos and offer their dacha space ture bus, connecting the cities, towns, (like the all-male sports club “Walrus”). traditional wooden ships, early morning for a concert, accommodating visitors Song, Dance and Performance Festival villages, and events; we’ll promote ride- (Partners: Walrus, Rakvere Sauna Festi- fishing trips with fishermen, morning and creatives and enhancing hospital- “Together” share apps to hop in your neighbour’s val, estoniansaunas.com, International fish markets, fishermen’s days, voyages ity and openness. The cottage owners’ car for a festival visit; we’ll take the Winter Swimming Association) to the small villages upstream on Narva dacha cafés will offer local produce and Summer music festival “7 Cities Music boats and explore the coastal areas; we River, cooking workshops with samovar welcome guests. Festival” in Ida-Viru County will even go to sauna together — as it’s 2) Celebrating Arvo Pärt tea, and storytelling evenings. We will true what they say — in sauna every- add competitions of top chefs from the Youth project “Capital of Culture one is equal! Estonian composer Arvo Pärt is the Nordics and Russia, highlighting coastal LIST OF OTHER EVENTS Youth Choir and Orchestra” in Ida- This is where the avant-garde of theatre world’s most performed living com- cuisine, resulting in a book of contem- IN THE PROGRAMME Viru County meets seaside stories, and sauna festivals poser since 2011. His works have fun- porary regional seafood recipes. Build- fill town squares and daчas alike. We damentally changed the understanding ing on the traditions of Narva’s Young International Performance Arts Festival Narwa Community Theatre for the democratize culture, and we prove that of music. Arvo Pärt was born in Paide, Sailors Club, we will upgrade their an- “Baltoscandal”, taking place in Rak- unemployed 32 Narva. Candidate City European Capital of Culture 2024 Narva. Candidate City European Capital of Culture 2024 33 2. Cultural and artistic content 2. Cultural and artistic content

Center for Applied Anthropology of Estonia - Song and Dance Celebration for Peo- confirmed 3. MANUFACTUR- GRAND PROJECTS izing this megaproject in 157+ coun- ple with Special Needs Estonian Academy of Arts - confirmed ING FUTURES tries will move to Narva, making the Estonian Concert - confirmed 1) The Waste Project European Capital of Culture also the Estonian Dance Education Association - indicative Virumaa Choirsong Festival 2024 Estonian Maritime Museum - confirmed Programme: Capital of World Cleanup Day. This Estonian Mining Museum - confirmed Resources And A project that involves different visual will bring the statement to world notice: European conference on artistic inter- Estonian National Museum - indicative Energy artists around the world drawing our “culture for climate”, “Europe for cli- Integration Foundation - confirmed vention for social issues Kohtla-Järve Museum of Oil Shale - confirmed attention to waste and garbage and mate”, “ECoC for Climate”. We will get NGO Estonian Association of Historical Ships Narva is a geological playground where waste is used as material for cre- in touch as all possible former and cur- Local food and art programme “New - confirmed Narva is toxic ation. Recycling and sorting garbage in rent ECoC’s to organize the clean-up NGO Nargen Festival - confirmed Narva Kitchen – Chef ’s Residency Police and Border Guard Board - indicative Narva is an industrial landfill Narva is undeveloped. There is no ser- events also in their towns and regions. Sport Event Team NGO - confirmed Narva is dependent vice for citizens or institutions to order The whole event will be broad-casted Music festival in different city Station Narva festival - confirmed Narva is renewing waste sorting bins. On an individual and televised. Artistic interventions will Vabamu Museum of Occupations and Freedom courtyards “Narva’s Musical - confirmed Europe is renewing level, people are not accustomed to sort- take place, artists, musicians, designers, Neighbourhoods” Narva is renewables ing trash. We will engage artists such as poets, actors and filmmakers across Eu- Russian: 2 Narva is next cleantech lab Thomas Deininger, to empower the city rope and Russia - will be the spokesper- Ivangorod Municipality - confirmed Local food and art programme “New Ust-Luuga Municipality - indicative community of Narva by creating aware- sons, activating also their individual so- Narva Kitchen – Chef ’s Residency” ness of environmental friendliness and cial media campaigns. International: 7 INTRODUCTION TO sustainability through their research To properly prepare for this effort, in EASPD - European Association of Service LGBT film festival Festheart in Providers for Persons with Disabilities - TBC THE PROGRAMME and involvement. 2020, we will set up an Impact Acceler- Rakvere Federation of Local Municipalities of Idcrea - ator for Sustainable Development Goals indicative Ida-Viru County is a former industrial 2) Land Art (Kreenholm Art Bien- — a think tank of experts from local Graeae Theatre Company (UK) - indicative Music festival “Lighthouse music Let’s Do It World, “World Clean-Up Day” - centre with abundant natural resources nale edition) cities as well as from Europe who have festival” in Rannapungerja, in confirmed suffering from post-Soviet economic de- succeeded in green innovations and cir- Ida-Virumaa Nordic Council of Ministers - confirmed cline. The county contains large depos- The entire Ida-Virumaa region will be- cular economy. We will also involve Es- Opening Doors Association (MT) - indicative Rimini Protokoll (DE) - confirmed its of oil shale, and as oil shale is used come the sight for big-scale land art- tonia’s own Fridays for Future move- Dance festival for local and nonpro- in thermal power plants and the oil in- works and contemporary artistic inter- ment team, that has its roots in fact in fessional people “Tantsujet Vse!”in Cultural and other sectors involved: dustry, Ida-Viru County depends on oil ventions, including light installations, Virumaa, having been initiated by a Historic, Museum & exhibition, Arts, Literature, Virumaa Music, Theatre, Dance, Creative industries, shale as its biggest employer, while Esto- performance acts etc. Globally known young girl, Kristin Siil, from Rakvere. Hospitality, Food culture, Youth, Small nia depends on it for covering the bulk artists, such as Christo (Christo é Jeanne The think-tank will assist Narva with businesses, local NGOs of its need for power. As production of Claude), Alfredo Jaar, Olafur Eliasson completing a “green” strategy as well as LEAD PARTNER(S) OF THE GRAND electricity from oil shale is the most sig- and Andrey Bartenev will be invited preparing the city for hosting the am- PROGRAMMES nificant cause of environmental damage to complete new works relating to the bitious World Cleanup Day during the PLANNED PROGRAMME BUDGET Narva 2024 € 1 948 000 in Estonia, the country’s long-term tar- industrial landscapes and sights, e.g. ECoC title year. Rakvere City Government - confirmed get is to reduce the emission of green- packed ash mountains close to Koht- house gases by 2050 by 80% in compar- la-Nõmme, a vacant warehouse at the LIST OF PARTNERS FOR THE ison with the emission levels of 1990. functioning factory territory in Kiviõli, LIST OF OTHER EVENTS PROGRAMME Direct employment in the oil shale in- a floating stage at the Narva river. The IN THE PROGRAMME Local / Regional: 26 dustry is currently close to 6 000 people. scale of the event draws inspiration Association of Small Ports of Virumaa - confirmed City of Rakvere in Lääne-Viru County - confirmed With the unemployment rate in Ida- from the Ruhrtriennale and Burning Transfiguration — Drawing attention Dacha co-ops through their umbrella Viru County being two times higher Man. to pollution and consumer waste by in- organisations - confirmed than in the rest of Estonia (around volving artists creating new works using Friendship Fair in Kunda through Cultural Centre of Viru-Nigula Municipality - confirmed 10%), oil shale is simultaneously a cli- 3) World Cleanup Day 2024 will be garbage as their primary medium Giraffe Royale Theatre, Narva -confirmed matic and a social challenge that needs run from Narva! HÜ Kulgu Paadigaraažid - confirmed to be carefully dealt with. Rethinking industrial spaces: city gar- Jõhvi City Government - confirmed Jõhvi Municipality Government - confirmed While ECoC cannot fix the structural September 2018 saw 18 million people dens and food markets — Building on Kanuti Gildi Saal - confirmed challenges our country is facing, it can united across 157 countries and territo- the robust dacha culture, we will be of- Matveika NGO - confirmed help change the mind-set, increase ries for the most significant waste col- fering people areas such as Kreenholm Narva 2024 Narva City Government - confirmed awareness, and boost motivation in lection day in human history. An epic for communal city gardens and food Narva Creative Incubator OBJEKT - confirmed seeking innovative solutions and unique 36-hour green wave of cleanups across markets. Narva Museum - confirmed resources. the globe — beginning in New Zea- Narva Young Sailors Club - confirmed Narva-Jõesuu Public Sauna - confirmed In this programme we demonstrate that land and travelling around the world GreenEST Summit: Cleantech as a NGO Beautiful Music/Kaunis Muusika - our leading resource is actually human before ending in Hawaii — cleaned lit- Cultural vision - Gathering the Eu- confirmed ingenuity. We will encourage Viru- ter and various mismanaged waste from ropean innovation community from NGO Raudlaeva Maja - confirmed NGO Toila Volunteer Maritime Search and maa in reconsidering its industrial leg- our beaches, rivers, forests, and streets. across all areas of resource and sustain- Rescue - confirmed acy, finding ways to repurpose the land- “World Cleanup Day” harnesses the able innovation to discuss cleantech as Rakvere City Government - confirmed scapes of neglect and challenging the power of bringing everyday people to- a cultural vision. Rakvere Theatre - confirmed SA Vaba Lava - confirmed current patterns of thinking about the gether to achieve incredible results with Sillamäe City Government - confirmed future. The Fifth Industrial Revolution its beauty revealed in cooperation and International Artist-In-Residency Sillamäe Municipality Government - confirmed is on its way with cleantech and biotech, collaboration. The cleanup underscores Programmes Sillamäe Music School - confirmed Sillamäe Russian Culture Society - confirmed and everyone must participate in a sus- the necessity of building bridges be- tainable lifestyle to save the planet. In tween disparate communities, and in- Green and Clean Urban Design Ven- National: 16 this new paradigm, Narva is not a prob- cluding all levels of society — from cit- ture — Using Narva as a blank can- Care Services/AS Hoolekandeteenused - confirmed lem to be solved, but an opportunity to izens to businesses to governments. In vas to pilot cleantech innovations in an lead the way. September 2024, the head office organ- urban setting. Challenges will be an- 34 Narva. Candidate City European Capital of Culture 2024 Narva. Candidate City European Capital of Culture 2024 35 “Miners are not just shovel throwers but high- level technical specialists”

Estonian Mining Museum

Jaan Surva Former director of Sompa Mine You are also a lifelong choir enthusiast. Do all Survas sing and play an instrument?

I’m the chronicler of the choir — I write down who Where are you and your family from originally? arrives and at what time, how many sopranos or altos attended the rehearsals, and take care of the Our family comes from the whereabouts of the Es- choir’s archives. My wife started it all. She wanted tonia mine. The mine’s original project was planned to get her conservatory degree with her own choir, in the forest, but the commission found that our so we summoned a mixed choir in Sompa by lo- farm site had good flat land, and in 1965, we re- cating local Estonians, and then going door to door ceived a letter stating, “You are obliged to vacate asking people to join the choir. There was also a the farm”. We were offered a flat as a replacement, talented Russian choir, but our goal was to perform but my parents lived all their lives in the countryside in Estonian. Rehearsals were not easy to handle, and did not want to move into the flat. Fortunately, as the majority of the singers came from local min- there was a vacant farm in the area, and they were ers’ families, and most of us weren’t able to read able to buy it with their farm compensation. the music, so we all started from scratch. My wife got her degree in 1969, and in 1981, the choir was You have held several positions in the Ida-Viru oil still active. I think that my children inherited their shale industry and the public sector for almost 50 interest in singing because of that. Hirvo studied to years. How difficult was it to deal with both mining become the conductor, and god knows how he be- and its consequences? came so good with the boys’ choirs.

t was definitely quite a task. Wherever the mines Kohtla Mine was famous for its big culture and leisure were founded in the 60s and 70s, all the farms were centre with a ballroom, sports halls, and a library and left without water. Or, if the water was on top of the circles during the Soviet era. How else were the min- clay layer, drilling the cable holes then caused the ers’ creativity and cultural activities promoted? water table to go down. The same issues arose in the villages. Once a week, 5-cubic-meter water Such clubs were everywhere — from Kohtla-Nõmme barrels were put up there, but during the summer to Sompa. After the six-day workweek of hard phys- heat, all the water was soon gone. I was also torn: ical labour, miners were still eager to do something. On the one hand, I was responsible for the oil shale We also had friendship choirs with whom we went production; on the other hand, my parents lived on camping. These camps were filled with activities — the same land under which we were mining. Later, men played volleyball, women dodge ball. We had when I was working at Sompa Mine, we started to a merry melee; it was all very exciting! build water routes and pumping stations in the vil- lages. All this was paid for from our own income. The music festival Mägede Hääl takes place at the Estonian Mining Museum in Kohtla-Nõmme and in- The miner’s image is multifaceted and contradictory: vites its visitors to explore the legacy of the region’s Miners have been producers of wealth who provide heavy industry. How do you view the opportunities our homes with warmth and light while working in for promoting cultural tourism in the area? the dark and wet underground. What is the miner’s position in modern society? What choices are left for I have not been to the festival, but I understand why the heirs of the former mining dynasties? young people from all over Estonia want to gather there: It’s an exciting artificial landscape. Enthusi- There’s no shovel work anymore. In the past, you asts behind that festival really have their hearts in had to drill the holes with your own hands; mine- it. Such events are necessary — they keep you in layers set up the detonating plugs, miners stormed good health. All work and no play makes Jack a off the collection trench, then there was a loud roar, dull boy. and the miner brigade started to work. Today, the machinist walks around with a remote control, and Why should Narva become the European Capital of machines drill the holes. Workers are transport- Culture in 2024? ed underground by bus, and oil shale is no longer transported on wagons but by conveyors. It’s still Before the war, Narva was a truly cultural city. Many hard work as the temperature is consistently only 8 serious movers and shakers, especially athletes, degrees Celsius in the pit, and it’s damp and muddy come from Narva. Hans Ots, the grandfather of there. People are no longer as attracted to the min- Georg Ots, founded the first Estonian association er’s job. Since the strategic direction is to reduce oil Ilmarine there to unite theatre and music lovers. shale production, then no one wants to commit to There are still enthusiasts like Anatoly Shchura in it anymore. Narva. But the Capital of Culture could shake things In addition, many people in that field are being made up a little, to create opportunities not to fight each redundant. But they are highly valued on the market other, but to work together. because they are used to practical work, and han- dling machines. Miners are no longer just shovel throwers, but high-level technical specialists. 2. Cultural and artistic content 2. Cultural and artistic content

nounced in cooperation with interna- Russian: 1 Programme: within a City” consists of large-scale post-industrial exoticism. born (Detroit, 2021), Fablevision (Glas- tional ventures and investors to find Skolkovo Foundation - indicative Kreenholm - A projects with Kreenholm as an archi- The main emphasis of the project in- gow, 2022), and NCCA (Kaliningrad, useful, artistic interventions / cleantech City Within A City tectural landmark at its core. Kreen- clude an integral tourist route, consist- 2023). Each programme includes the International: 15 solutions. Aveiro Steam City (PT) - TBC holm Biennale, led by internationally ing of 15 pieces of art placed in the re- local community and professionals; and Cleantech Group Europe (UK) - indicative Kreenholm is a symbol of industrial vision, recognised art institution Tallinn Art gion of Ida-Virumaa; expanded related the host will be free to combine art, cul- Estonian Mining Museum — We will ClimateLaunchpad (EU) - indicative power and growth Hall, will have global aspirations with a exhibition in Narva museum and ruins; ture, and research events for it. As a Dortmund U (DE) - TBC offer a programme of seminars and ECCE - European Centre of Creative Economy Kreenholm is an architectural wonderscape local focus. This event will empower the and a mobile app for the route. The art- summary of the project, a final publi- workshops regarding repurposing an (DE) - confirmed Kreenholm is psychogeography communities of Narva, St. Petersburg, works or experiences will be produced cation will be issued in partnership with industrial heritage. Impact Hub (AT) - indicative Kreenholm is edgeland and the broader region by addressing by both established international artists Onomatopee, and it will be launched at International Iberian Nanotechnology Laboratory (PT) - confirmed Kreenholm is a city within a city the most pressing issues in these locales and emerging new talent. Kreenholm Biennale in Narva, where Museum of Oil Shale — “Fossils Julie’s Bicycle (UK) - TBC Kreenholm is Tuscan Gothicism and Victorian and bringing them into a global discus- The accompanying app enables differ- all participants will be invited. as a reason to transform places and Lahti, European Green Capital 2021, (FI) - TBC expansionism sion. “STALKER The Art & Adventure ent experiences on the route through Materahub (IT) - TBC minds.” Using ingenuity and creativity Pervasive Media Studio Bristol (UK) - indicative Kreenholm is Narva Route” will expand and translate the augmented reality. The app, developed as our resources to produce a shift and Ruhr2010 (DE) - confirmed uniqueness of Kreenholm to the whole in cooperation with the local tourism LIST OF OTHER EVENTS transform the course of the region’s Ruhrtriennale (DE) - TBC Ida-Virumaa region by highlighting sector, can also be used as an alterna- IN THE PROGRAMME Trans Europe Halles (SE) - TBC development. Umeå 2014 (SE) - confirmed INTRODUCTION TO various landmarks and hidden treasures tive tour guide in the region, provid- THE PROGRAMME via a carefully compiled route inspired ing information about the history of the The Textile Museum and Discovery Activities in collaboration with East Es- Cultural and other sectors involved: by Tarkovsky’s films that are presented places and services available to tourists Center, which is currently under con- Arts, Film, Music, Creative industries, Tourism, tonian Geopark– aiming at becom- IT, Conference & educational, environmental Kreenholm is too big for Narva — it in the region’s landscape. Post-Indus- (nostalgic hotels, restaurants, sites of in- struction will serve as a meeting hub ing the member of the UNESCO organisations is too big even for Estonia. The size trial Stories, first initiated in 2018, will terest, rentals, etc). The app enables vis- for previous Kreenholm workers for Global Geoparks (geographical areas and architectural significance make it connecting post-industrial cities of Eu- itors to travel backwards or forwards in their monthly gatherings, in addition to where sites and landscapes of interna- a memorable landmark and a creative rope and elsewhere. It is on a mission time through both real and virtual ex- its gallery and museum functions. tional geological significance are man- PLANNED PROGRAMME BUDGET playground for realising visionary ideas. to tell the story of Europe — the story periences. We want to make people feel, aged with a holistic concept of pro- € 1 840 000 Kreenholm founded in 1857 by Baron of people who have heritage but also a dream, and explore. Rethinking industrial spaces 1: Crea- tection, education and sustainable Ludwig Knoop, a German–Eng- responsibility to acknowledge and man- This project will attract new tourists tive Hubs - European collaboration. development) lish–Russian manufacturer, and was age what they’ve inherited from the pre- to the region as the film “Stalker” and In collaboration with Trans Europe at the time the largest and most ad- vious century. the video game based on it are popular Halles, Impact Hub, Green Hub, Sko- Bicycle Share “Rattaringlus” — Narva vanced manufacturing complex in Eu- among young people. This endeavour rohod and Sevkabel Port in St. Peters- and its immediate area have recently rope and Russia, encompassing more will also be appealing to artists, scien- burg, CCI Fabrika in Moscow, Kaape- completed new bicycle roads. Now, a than 300 000 square metres and thou- GRAND PROJECTS tists, audiences interested in augmented litehdäs and Lokomo in Finland and network of city bikes available to rent sands of workers. The location chosen reality experiences, and appreciators of Telliskivi Creative City in Tallinn we from drop-off points around the region for the Kreenholm Factory contributed 1) Kreenholm Art Biennale industrial sites and/or Soviet-era herit- will create a forum to study the ex- is marketable and realistic. substantially to the ethnic and linguis- age — and a delight for those who are perience of industrial spaces turned tic diversity of its workforce. From the Kreenholm Biennale is a large-scale bi- interested in psychogeography. into creative and entrepreneurial hubs bottom to the top, from the lowliest fac- annual international artistic event with around the world. LEAD PARTNER(S) OF THE GRAND tory hand to the highest level of man- global aspirations and local focus. It will 3) Post-Industrial Stories PROGRAMMES agement, ethnic and cultural diversity empower the communities of Narva, Export exposition The Brick Collection Narva2024 would dominate the Kreenholm culture St. Petersburg and the wider region by The project Post-Industrial Stories aims — The Story of Narva. This is an in- Let’s Do It World, “World Cleanup Day” - to a degree never before approached in addressing the most pressing issues in to develop an international dialogue teractive exposition designed to share confirmed the textile mills of Russia’s Central In- these locales and bringing them into a with scholars and artists about the his- the story of Narva across Europe. Cre- NART - Narva Art Residency - confirmed Oil Shale Competence Centre of TalTech - dustrial Region or even in the some- comprehensive discussion. It will fea- tory and the future of post-industrial ated by the artists Szymon Kula (PL) confirmed what more ethnically mixed factories ture fresh, informed perspectives from cities. Through interdisciplinary conver- and Ann Mirjam Vaikla (EE), the ex- of urban and suburban St Petersburg. artists, scholars, and academics around sations and collaborations, it explores hibition uses a large-scale brick collec- LIST OF PARTNERS FOR THE The profile of the factory included the the world, establishing itself as an inte- the historical, sociological, and artistic tion (5.5 tons of historical bricks; col- PROGRAMME spinning of linen, weaving, and the ren- gral part of the global art scene. Kreen- potential of cities and communities — lector, Igor Kurov) as its main element Local / Regional: 7 dering of textile. The factory was built holm Biennale will promote free expres- as well as investigates how contempo- of storytelling. Centre of Applied Ecology of Sillamäe - indicative Estonian Mining Museum - confirmed as a self-sufficient organism, contain- sion, equal rights, and critical thinking, rary artistic and intellectual trends per- IVEK - Ida-Viru Enterprise Centre - confirmed ing the factory complex itself, workers’ bringing diverse audiences of 30 000– ceive these spaces, how they utilize them Mägede Hääl festival - confirmed barracks, shops, a sauna, a day nurs- 50 000 people to Narva for the first in various public projects, and finally, LEAD PARTNER(S) OF THE GRAND Narva Creative Incubator OBJEKT - confirmed PROGRAMMES Narva Gate / Kreenholm Manufacture - ery, a hospital, a two-grade school, two edition of Kreenholm Art Biennale in how they see their future. The project confirmed churches and a prison. With its tens of 2024 (duration of 5 months). Kreen- started in 2018 with an initial research Estonian Academy of Arts Foundation - confirmed Union of Ida-Virumaa Municipalities - TBC thousands of workers, Kreenholm later holm Biennale’s long-term ambition is workshop organised by the University MTÜ Tsoon - confirmed became one of the largest textile facto- to more firmly integrate the region with of Michigan-Dearborn in Gdansk, Po- NART – Narva Art Residency - confirmed National: 10 Tallinn Art Hall - confirmed ClimateLaunchpad, part of the EIT Climate-KI ries in the Soviet Union. Since being Europe. land with partner organisations from University of Michigan Dearborn (US) - confirmed (Cleantech forEST) - indicative privatised in 1994, it has gradually re- post-industrial cities such as Glasgow Eesti Energia - confirmed Estonian Ministry of Environment - indicative duced its fields of operation until com- 2) STALKER The Art & Adventure (UK), Kaliningrad (Russia), Gdansk LIST OF PARTNERS FOR THE Fridays for Future Estonia - confirmed pletely closing down in 2010. It is cur- Route (Poland), Detroit, Michigan (USA), and PROGRAMME Iisaku Nature Centre of the Environmental rently standing vacant on Kreenholm Narva. In the framework of Cultural Local / Regional: 4 Board - indicative Island between the European Union The route will be inspired by Andrei Capital, we would like to drive the col- NART – Narva Art Residency - confirmed Oil Shale Competence Centre of TalTech - Narva Archive - confirmed confirmed and Russia and is a monument to in- Tarkovsky’s “Stalker” and consists of laboration further and organise a 3-day Narva Creative Incubator OBJEKT - confirmed Praxis Think Tank - indicative dustrial glory, but more importantly, it science-fiction-themed attractions in- programme at each location, led and Varese Saar OÜ - confirmed Tallinn Science Park Tehnopol - confirmed is a hub for future ideas, a space to be spired by the classic film. The project is hosted by one of the partners at each TalTech University - indicative National: 4 VKG, the largest manufacturer of shale oil and reclaimed by creativity. focused on psychogeography — urban location: Narva Art Residency (Narva, MTÜ Tsoon - confirmed chemicals in Estonia - confirmed Programme “Kreenholm — A City exploration, flânerie, ethnography, and 2020), University of Michigan-Dear- Shiftworks OÜ - confirmed 40 Narva. Candidate City European Capital of Culture 2024 Narva. Candidate City European Capital of Culture 2024 41 2. Cultural and artistic content 2. Cultural and artistic content

Tallinn Art Hall - confirmed Telliskivi Creative City in Tallinn - confirmed Programme: GRAND PROJECTS 2) “Mining the Future” open labs After the training, youngsters can apply tions varying from drones inspecting Future Patterns acquired skills by starting initiatives for urban areas to model boats for marine Russian: 5 1) LEVEL UP NARVA Lifelong learning has become the new Narva2024 or actively participating in monitoring to exoskeletons for people CCI Fabrika in Moscow - indicative Elektroteatr Stanislavski, Moscow - confirmed Narva is trapped norm in professional life, which does initiatives started by others. Youngsters with special needs. Kaliningrad Branch of the National Centre for Narva is all our small cities The entire ambition of the Narva2024 not merely mean obtaining a new can begin their creative or social enter- Contemporary Arts - confirmed Narva is all our border cities programme is resting on the shoulders university degree but acquiring skills prises or set up a cultural event to ben- CreativeBooster. CreativeBooster is a Ploshchadka Skorokhod - indicative Sevkabel Port in St. Petersburg - indicative Narva is a springboard for leaping into the fu- of cultural and creative managers in and knowledge from everywhere: on- efit their local community. By bringing development programme designed for ture Narva and the rest of the Virumaa re- line platforms, apprenticeships, open together young people, local organisa- people outside the creative industry International: 14 Narva is next gion. LEVEL UP NARVA is the com- courses, open workshops, and maker- tions, national key-persons, and global and non-professionals to get involved City Cultural Institute (PL) – confirmed Design Manchester Fesitval (UK) - confirmed prehensive capacity development plan labs. By providing new innovative possi- experts, ArtLIFT acts as a catalyst for and acquire fundamental knowledge Fablevision (UK) - confirmed for cultural managers in public and bilities to people who have been focused change and transition. We are aiming and experiences in cultural and artistic Green Hub (BE) - indicative INTRODUCTION TO private sector organisations. The pro- on a specific career path all their life, to grow a wide range of open-minded areas. To ensure the participants enjoy Impact Hub (AT) - indicative Kaapelitehdäs (FI) - indicative THE PROGRAMME gramme will be carried out starting in we trigger a shift of mentality towards art and culture leaders, producers and a positive experience, they will com- Katerina Gregos (consultant of the Kreenholm 2020, and it will continue as one of the self-learning. creative businesspeople bridge the dia- plete their first creative project under Art Biennale) - confirmed Estonia is first in the world for its uni- legacy projects of ECoC. LEVEL UP Mining the Future labs (MiFs) provide logue between generations, communi- the supervision of a professional in the Kunsthalle Wien (AT) - confirmed Lodz Manufaktura (PL) - indicative corn companies per capita. It is the NARVA includes training, coaching, extensive access to modern resources ties, and countries. Moreover, it will en- relevant field. We will run two pro- Lokomo (FI) – indicative birthplace of companies like Skype, mentorship, workshops, seminars, study for innovation. The labs will begin as courage youth capacity-building among grammes per year on a different topic: Moderna Galerija (SL) - confirmed Transferwise, and Playtech, all valued visits, and online project-development open workshops for engineers, technol- ECoC cities. textile design, fashion, theatre, music, Onomatopee (NL) - confirmed Trans Europa Halles (SE) - TBC at more than 1 billion USD. But while incubation. The capacity-building ini- ogy specialists, creative professionals, art, film and animation, and urban University of Dearborn Michigan (US) - confirmed there are 550 startups in the Startup Es- tiative will target all local and regional and other citizens to sharpen their skills design. WIELS, Contemporary Art Centre (BE) - tonia database, only two of them are partners involved in the ECoC pro- working with modern tools and find- LIST OF OTHER EVENTS confirmed from the county of Ida-Virumaa. Al- gramme, but also all other stakeholders ing a creativity source for innovation. IN THE PROGRAMME Service Design and Hospitality pro- Cultural and other sectors involved: though the prerequisite STEAM (sci- in cultural and creative sectors. LEVEL Later, MiFs will expand into a collab- gramme for Narva2024. By shar- Arts, Theatre, Music, Film, Architecture & city ence, technology, engineering, art, and UP NARVA is more than training; it orative and global network of creatives Collaborative Art Space (CARS) for ing design thinking, lean startup, and space, Design-Fashion, Digital & multimedia, publishing, AR development, Adventure mathematics) skills are high in the re- will be a close community of cultural and inventors from industrial areas. We kids. Life and work have changed, and agile process knowledge and skills, tourism, Conference & educational, Tourism, gion, the legacy of the heavy-industry managers and leaders. The themes will look forward to creating thematic labs no matter what career children ulti- Narva2024 Hospitality Programme Ecological and Environmental Sector, Science mentality stiffles their utilization. At the include a holistic approach to cultural according to local community interests. mately pursue, they are going to need will help local service providers co-cre- and Technology moment, only 1% of non-formal educa- management, including trends, audi- Each lab will have a profile page that to continually adapt and innovate to ate an outstanding experience for tion is connected to STEAM and entre- ence engagement, project management, can be maintained and updated by its succeed. That is why, we will offer the Narva2024 visitors. As currently the re- preneurial development. internationalisation, new operating and staff. Labs will be at the core of “Tech- space and the community that trans- gion possesses the lowest level of world PLANNED PROGRAMME BUDGET € 1 870 000 Keeping in mind the exponential business models, media and communi- nology on the Edge of Culture” — an forms children’s imaginations into real language knowledge in Estonia, as part growth and speed of change, we recog- cation, community outreach, and much event showcasing a spectacular blend skills, by joining creativity, technology, of the programme we will cooperate nize a distinct social responsibility for all more. The sub-programme UNLOCK of extreme and technogenic challenges prototyping, and environmental aware- with the Estonian language-learning industry to create a platform enhanc- will target future leaders in the sector. coming from industry-based cultural ness with extracurricular activities. We platform Lingvist to create language ing and supporting the training, devel- Sub-programme EMPOWER works heritage such as the throwing of the ker- will establish two CARS in Narva and study opportunities for local hospital- opment, and adoption of new skills. with existing managers and cultural sey boots (mine-workers) or rocks-pull- Kohtla-Järve, where young people will ity operators. That is why we will use artistic interven- leaders. Sub-programme ACCELER- ing. This event will allow young people have access to necessary instruments, tion and the experience of the e-Esto- ATE EUROPE will focus on interna- to re-consider local traditions and trans- workstations, technology and materi- LEAD PARTNER(S) OF THE GRAND nia digital revolution to upgrade and in- tionalisation, exports, and building links form the culture of understanding the als needed to make art and multimedia PROGRAMMES novate the local industry. By combining with European and cross-border net- industrial heritage of their region. projects, or run top-level concerts and Narva2024 Creative Estonia - confirmed our industrial heritage and engineer- works. The key to the programme is a Establishing creative hubs that system- performances. Motivated and trained Ida-Viru Centre of Creative industry - confirmed ing competence with art and digital in- tailor-made approach to address the in- atically accumulate knowledge and groups of youngsters will also provide a Narva Creative Incubator OBJEKT - confirmed novation, we will educate, share, digi- dividual needs of local cultural manag- competence would be essential to the “service” for other schools, kindergar- tize, and bring a startup approach into ers. Each participant will follow a per- region’s development. By connecting tens, and youth and community events LIST OF PARTNERS FOR THE product development, design thinking sonalised work plan with designated Mining the Future labs with creative by delivering the necessary equipment PROGRAMME into services, celebrating the next rev- coaches and mentors. Specific online centres all across Europe, we will bring and technical assistance. Local / Regional: 16 olution in sustainable development. We development tools will be provided to about a global approach and skills ex- Brand Effect Ltd -confirmed Central Library of Narva - confirmed will also support children, young adults, support the paths of participants and change, particularly among post-indus- Creative Business Cup Global Finals I can code - confirmed students, teachers, researchers, and art- help them grow their skills-development trial ECoC. — exploring future mobility. Creative Ida-Viru Enterprise Centre - confirmed ists by creating opportunities to improve portfolio. Business Cup National Competitions Ida-Viru Vocational Training School - confirmed Ida-Virumaa Industrial Areas - confirmed their skills and connectedness. We will 3) ArtLIFT Leadership are organized in more than 70 coun- Kindergartens of the region - confirmed encourage innovation through collab- Programme tries, sending winners annually to the Linda Kaks Ltd - confirmed oration across sectors and industries: By 2022, Narva will establish a NARVA Global Finals, and in 2024 it will be NART – Narva Art Residency - confirmed LEGACY programme to cover years 2025- Narva College of the University of Tartu - music with technology, art of the word We will put power in the hands of held in Narva. The event empowers confirmed 2030 (the last year of the current Cultural with architecture, design and cleantech, young people to develop their ideas. entrepreneurs in the creative industries, Schools of the region - confirmed Strategy). The Narva2024 Foundation performance and transportation, etc. - ArtLIFT is a nine-month leadership connects them to investors and global State Gymnasiums in the region - confirmed will carry out its activities at least until TalTech Virumaa College - confirmed enabling both the current and next gen- the end of the LEGACY programme. programme for local youth, providing markets and strengthens their innova- The Center for Creative Development and eration of cultural leaders and players. The programme will include a financing them with training, mentorship, net- tive capabilities to the benefit of indus- Leisure “GAGARIN” - confirmed Once developed and launched, this ho- commitment to continue building on the working, and the outstanding oppor- try and society. Since one of Europe’s Töötukassa - confirmed VitaTiim - confirmed listic platform will be a model for shift- success of ECoC2024, including funding tunity to be co-creators of European core values is the freedom to move, we from Narva, regional municipalities, private ing communities — where the focus is sponsors as well as the Melina Mercouri Capital of Culture. Young people par- will establish mobility as the topic of National: 21 Brand Manual Ltd - confirmed individual attention to and confidence Prize. ticipating in the ArtLIFT programme the event, encouraging the creation of Creative Estonia - confirmed in the future. Ready for a leap into the can access creative workshops as well as solutions for transportation, moving, Eesti 2.0 - confirmed future. mentoring from industry professionals. sailing, flying, climbing, etc., with solu- Eesti Energia - confirmed 42 Narva. Candidate City European Capital of Culture 2024 Narva. Candidate City European Capital of Culture 2024 43 2. Cultural and artistic content 2. Cultural and artistic content

Estonian Business School - confirmed HOW WILL THE EVENTS Regional and international formed to reach out to the young gen- Estonian Centre for Architecture - confirmed AND ACTIVITIES THAT WILL rograe concept Estonian Contemporary Art Development approach eration and test ideas and activities CONSTITUTE THE CULTURAL ealation criteria Center - confirmed against the particular interests of this Estonian Design Centre - confirmed PROGRAMME FOR THE YEAR HITSA - confirmed BE CHOSEN? We desired a selection of projects and group. Lingvist - indicative programmes that were aimed at diverse Based of this selection, the final pro- Multikey - confirmed target groups, making sure the focus gramme strands were developed. Open calls Development Music Estonia - confirmed ReThink Ltd - confirmed stayed on the local and regional com- 2020 202 e prorae tea orin in Robotex International - confirmed The choice of events and activities for munities as well as on Russia and, of ollaoration it loal reional Shiftworks OÜ - confirmed the cultural programme is made in two course, Europe: International / Russian ARTISTIC COUNCIL nternational partner a ell a Spinner programme (Association of Good oter ECoC to ontantly develop Decisions) - confirmed primary phases. Direction / National / Regional: Viru- The Artistic Council is composed of idea and proet StartupEstonia - confirmed maa / Local: Narva prominent experts in different cultural fields Sunly - confirmed PHASE 1 - BID BOOK Tallinn Creative Incubators - confirmed and its aim during the preparation of this Vivistop - confirmed PROGRAMME Evaluation criteria BidBook was to be an advisory board and VKG AS - confirmed a validator of ideas for the programme In preparing the Programme outlined We established the below criteria that team. The artistic council included: Evaluation Russian: 10 in this BidBook, we carried out the fol- would give the Artistic Council the task on ai of te evaluation riteria y Banana - indicative Lennart Sundja, Head of Culture at Tallinn rtiti Counil rtiti iretor Be In Open - confirmed lowing activities: of evaluating projects according to val- City Culture Department out Counil BrandSiders Ltd - confirmed We worked with a team of four pro- ues we consider essential throughout correspondent of ERR CCI Fabrika, Moscow - indicative Jüri Nikolajev, ITMO.KIDS - indicative grammers, reaching out to organisa- our whole programme concept: Narva Kinotavr (new talents string) - indicative tions throughout the region and Esto- • Long-term effect, sustainability, cre- Ülo Krigul, composer SFERA Movement - confirmed nia, and led by our Artistic Director, ating opportunities Kadri Laas, Project Manager of Estonian Skolkovo - indicative Contemporary Art Development Centre We put together the Artistic Coun- • European and international Skorokhod theatre, St. Petersburg - indicative Karlo Funk, film critic rograe Tinkoff - indicative cil which lent their insights to the dimension Mart Kalm, rector of Estonian Academy programme, • Quality of artistic vision of Arts International: 16 Irene Käosaar, Head of Estonian Balticlab - innovation programme by the Council We announced an Open Call for pro- • Capacity building and education The budget of Narva2024 reflects this gramme, will bring together European Integration Foundation of the Baltic Sea States and the Swedish Institute jects ideas. • Local partners involved scheme. and Russian opinion leaders to discuss Head of Estonian Heritage (SE) - TBC As a result, a total of approximately 330 • Innovation Siim Raie, topics around identity, history, tensions, Business Finland (FI) - indicative Board EduCraftor (FI) - confirmed projects for Narva’s ECoC programme • Rethinking tradition Mati Lilliallik, Head of Narva Energiajooks and dilemmas, while focusing on shared European Creative Business Network - confirmed were sourced. • Accessibility / co-creation with vul- Teet Kuusmik, Board Member of Ida-Viru HOW WILL THE CULTURAL values and collaboration. In the “Wom- European Creative Hubs Network - indicative nerable groups Industrial Areas PROGRAMME COMBINE en’s Voices” programme of “Untold FabLab (DK) - indicative Open Call • Diversity of funding Vladimir Võssotski, Director of Sillamäe LOCAL CULTURAL HERITAGE Stories” we will gather, document, and Hyper Island (SE) - indicative Music School and Head of the Ida-Viru Impact Hub - indicative • Capacity to deliver Department of Cultural Endowment of AND TRADITIONAL archive Kreenholm female workers’ sto- Kaunas 2022 (LT) - confirmed In addition to supplying input for the Estonia ART FORMS WITH ries, preserving them in the Narva Ar- Lapland University of Design (FI) - indicative LiveYourDreams (JP) - confirmed Programme, the ideas received by Artistic Director: Ilmar Raag, filmmaker NEW, INNOVATIVE AND chive and using them for further ed- Pervasive Media Studio (UK) - indicative Narva2024 through the open call served What we found out in a survey amongst and communication expert EXPERIMENTAL CULTURAL ucational and artistic development, Tampere 2026 (FI) - confirmed as a great study of expectations. people who participated in our Open Call EXPRESSIONS? including transforming some of them The New Art Gallery Walsall (Friday S.T.E.A.M into visual media products. We will also sessions) (UK) - indicative ANSWERS OF PARTICIPANTS Trans Europe Halles - indicative Assessment of ideas PHASE 2 – NARVA ECOC The whole process of developing the highlight the hidden sub-culture of the Vivita (JP) - indicative All submissions were compiled in col- PROGRAMME 2020-2025 programme of Narva2024 can be met- Narva’s horticultural cooperatives, by Where are you from?

Cultural and other sectors involved: laboration with local and interna- aphorically compared to the approach bringing communal activity to this oth- Conference & educational, Arts, Music, Theatre, tional partners, as well as within the 48% born in Narva Taking the programme, developed for that has guided this industrial region for erwise very private, yet dense environ- Film, Design, Creative industries, ICT. crowd-sourcing process of the open call, 18% born in Russia (Peterburi, Šuja, this BidBook as the foundation and the generations: we scout, map and analyse ment with our “Daча Fest”. Berezniki, Pjatigorsk, Išim, Pihkva, Tver) and were equally included in a pool of 16% born in Tallinn evaluation criteria as the tool to assess our environment to see what is already Technological innovation will be most projects. The Artistic Director and Ar- 7% Kohtla-Järve further projects, the final programme of there, come up with innovative ways to evident in our “Future Patterns” and PLANNED PROGRAMME BUDGET tistic Council worked through the ideas, 3% Rakvere Narva2024 will be developed. It will fol- extract it and then make it available for “Playground” programmes. With our € 1 671 000 making a selection of projects on the 2% Jõhvi low a similar logic and using same ele- the greater local, national and interna- comprehensive capacity development basis of three sets of criteria: 2% Kiviõli ments, as named above. The Narva2024 tional community. programme for cultural managers in 2% Tartu 2% Ukraine programme is developed based on a set We can broadly describe the relation- public and private sector organisations Themes and sectors budget and under realistic feasibility ship between traditional and innova- “LEVEL UP NARVA”, we will take a What is/are the language(s) spoken at considerations. tive in the programme of Narva2024 in holistic approach to cultural manage- Our goal was to ensure a balanced se- home for you? Open Calls will be announced: three major brushstrokes that are inter- ment, including trends, project manage- lection of sectors and disciplines in the 73% Russian (out of which 69% also Twice a year in 2020 and 2021 twined: Identity innovation, Technolog- ment, internationalisation, and search- speak Estonian and 50% English) programme, so we had the below sec- 23% Estonia (out of which 80% also speak Once a year in 2022 and 2023 ical innovation, Repurposing heritage. ing for new business models and modes tors and themes to look for: Russian and 70% English) The programme concept together with By identity innovation we mean asking of communication. In “Mining the Fu- Music / Film / Arts / Literature / 4% Russian and Estonian 25-50% of the final programme will be the question: “Who are we?” The geo- ture” we will trigger a shift of mentality Spoken Word / Theatre / Dance / announced in 2020, 75% of the pro- political location, historical legacy and and get people to invent their future in- Museum & Exhibition / Architec- gramme will be completed and an- ethnical diversity of our region make stead of being set in their career tracks. ture & City Space / Design-Fashion / The Artistic Council gave points to all nounced in 2021. In 2022 and 2023 answering this question complicated. With the “Virtual Old Town of Narva”, Sports-Wellbeing / Vernacular / His- projects in all these set categories, and specific targeted Open Calls will be Finding ourselves on the fault line of we will build an additional layer of real- toric / Science / Conference & Edu- the final selection of projects clearly re- announced with a clear focus to seek tectonic plates of civilisation, we are ity for Narva’s cityscape, uniting the ex- cational / Entrepreneurship / Hospi- flects a set of determined values. for suitable additions to the final pro- influenced by both sides of the divide. isting with the historical. In the field of tality / Digital & Multimedia / Social The draft programme of Narva2024 gramme. Smaller scale community pro- A special edition of the Opinion Festi- theatre, one of our core partners, the- Affairs / Youth / Accessibility & Disad- was then presented and assessed by jects and particular project-related open val titled “Who Am I?”, held as part of atre centre Vaba Lava, will initiate the vantaged Groups the Youth Advisory Board, specifically- calls may also be announced seasonally. the “The End of East and West” pro- Centre of Excellence of New Technol- 44 Narva. Candidate City European Capital of Culture 2024 Narva. Candidate City European Capital of Culture 2024 45 The “Series 84” Of the three construction-materials factories located in Narva during Soviet times, the “Baltic Reinforced Concrete Products mass-produced residential and Structures Factory” was a rare half-secret establishment, specialising in custom reinforced concrete structures for the likes of Ignalina, Sosnovyi Bor, and Chernobyl nuclear plants. In the 1980s, the factory also started producing reinforced building and Pähklimäe concrete panels for civil construction with this Moscow-designed “Series 84” mass-produced residential building being a District prime example of its output. As during the Soviet times, most buildings in Estonia were designed by local architects, this seemingly typical “Series 84” is a rare specimen, and is located in the newest and largest part of the city — Pähklimäe (“Nut Hill”). This district inherited its name from the Pähklimäe manor, which once stood in its place and is Narva’s most prominent example of Soviet city planning and mass-construction, housing almost a third of the city’s residents. Pühtitsa Convent and The Pühtitsa Convent in Kuremäe is the only functioning Russian Orthodox nunnery in Estonia. Located on the site of an an- religion in Ida-Viru County cient sacred grove, the first Orthodox structures were built in the 16th century. The convent itself was founded in the final years of the 19th century, with Dormition Convent — the central and visually dominant structure inspired by prominent religious buildings in Moscow and Yaroslavl — following in 1908–1910. Ida-Virumaa County is also notable for having a colourful religious history. In addition to Lutheran and Orthodox churches, commonplace throughout Estonia, the coast of Lake Peipus has been populated by the Old Believers, a subset of the Eastern Orthodox Church. Fleeing persecution, they first arrived at the end of the 17th century, and are most notably associated with settlements like Kallaste and Mustvee. 2. Cultural and artistic content 2. Cultural and artistic content

ogies in Performative Arts (CENTPA), • Fragmentation: a lot of local organi- cluded in the programme will be devel- seum operates the medieval Narva cas- Jõhvi Concert House opened its the regional film rebate scheme and at- bringing innovation to the theatre sec- sations do remarkable work on an in- oped with those organisations. tle complex, making it one of the top doors in 2005. This contemporary cul- tract more high-profile international tor and creating the biennale “On the dividual level, but growth is stifled by museums for visitor numbers with more ture centre houses a 926-seat concert productions. The film industry has al- Edge” in both Narva and Ivangorod. lack of cooperation. than 70 000 visitors annually. The mu- hall as well as Cinema Amadeus, Jõhvi ready started to discover the spectacu- We also believe that innovation will • There exists a lack of trust and seum is a bridge to history for a dis- City Gallery, Jõhvi Music School, Jõhvi lar locations of Ida-Virumaa. Through help us extract new meanings and val- hence lack of commitment to coop- PLEASE GIVE SOME rupted community. Narva Museum is Hobby Centre, and Café Noot. In col- the lens of contemporary film-mak- ues out of what seems to be waste. As eration with organisations from the CONCRETE EXAMPLES our key collaborator on the Untold Sto- laboration with Jõhvi Concert House, ers, the region has enormous poten- a part of our “Resources and Energy” outside, whether Estonian or inter- AND NAME SOME LOCAL ries programme pillar with whom we Narva2024 will co-organize the Jõhvi tial. Narva2024 will collaborate with programme, we will make art out of national – an attitude, which does ARTISTS AND CULTURAL research and compile stories, helping Ballet Festival, Summer music festival the Film Fund developing the film sec- piles of rubble and waste, thus, turn- not help build bridges with the out- ORGANISATIONS WITH WHICH them be both seen and told on various “The Music of Seven Cities”, and con- tor in Narva and the region — bringing ing people’s attention to the things we side world. COOPERATION IS ENVISAGED innovative storytelling platforms. Our certs and events in the county. delegations of producers, festival events, leave behind and urging them towards • There is a lot of talent that is AND SPECIFY THE TYPE OF collaboration with them will extend far Rakvere Teater opened in 1940 and and networking opportunities. awareness of their footprint and cleaner dormant. Few perceive culture as EXCHANGES IN QUESTION. beyond the museum walls. is a professional repertoire theatre in Narva Creative hub OBJEKT pro- consumption habits. We will also estab- their main area of work, default- Estonian Mining Museum (Kae- Rakvere in the Virumaa region. Since vides creative digital industry develop- lish an Impact Accelerator for Sustain- ing into making it a side-occupation, The first and most essential step on vandusmuuseum) in Koht- 1994, Rakvere Teater has been hosting ment programs in the region, bringing able Development Goals — a think keeping artistic ambitions stifled. the journey seeking the title of ECoC la-Nõmme — the Kohtla oil shale the large annual contemporary theatre together traditional cultural and crea- tank of experts from the region as well • There exists a lack of promotional / for Narva was to establish strong part- mine was established in 1937. Kohtla, festival Baltoscandal, which was the first tive sectors with scientists, industry, and as from Europe who has succeeded in sales skills, jeopardised further by a nerships with the key cultural organ- as one of the centres of the Ida-Viru- international performing arts festival in international artists. In October 2019, green innovations and circular econ- certain “promotion is bad / culture isations in the city and in the region. maa mining area, was special because the Baltic States and has always focused OBJEKT will open a multimedia cen- omy. Through “Kreenholm – a City should be free” attitude. These partnerships are the cornerstone of the simultaneous underground and on innovative and unconventional ex- tre and co-working space for incubation within a City” the source of our com- • Few organisations know the state lan- for Narva2024. It has been essential to opencast mining, as well as the unique amples of contemporary performing and acceleration of creative start-ups in mon emotional pain — the massive guage or foreign languages at a level include partners throughout all layers hand sorting premises built in 1957, arts from Europe and around the world. Narva. We will collaborate in capacity Kreenholm factory will be reborn as an that would allow them to compete of cultural life — from national insti- where manual work by women was the Baltoscandal, together with another building programmes and technologi- epicentre of self-reconciliation and new for funding with other organisations. tutions and municipal culture organisa- main tool used for beneficiation of oil seven festivals (Kunstenfestivaldesarts cal multimedia competence centre for meanings. • Older initiatives, e.g. national cul- tions, private ventures, enterprises and shale. In 2001, Kohtla mine was closed - Brussels, Alkantara Festival in Lis- artists. tural organisations, are in the process NGOs to grassroots initiatives and ac- and re-opened as a mining park and bon, Dublin Theatre Festival in Dub- Ida-Viru Enterprise Centre and of slow decay due to lack of younger tive citizens. museum. Kohtla-Järve Oil Shale lin, Göteborgs Dans & Teater Festival the Tourism Cluster — grown people, for which the old residents Narva Art Residency (NART) of- Museum (Põlevkivimuuseum) in Göteborg, Noorderzon in Groenin- from local grassroots tourism and cul- HOW HAS THE CITY INVOLVED of these organisations themselves are fers residencies for international artists — both museums are partners in our gen, steirischer herbst festival in Graz, tural organizations and now the most LOCAL ARTISTS AND partially to blame, as they are not who interact and cooperate with local “From Salzburg to Sompa” as well as Théâtre national Bordeaux Aquitaine active and cross-sectoral tourism clus- CULTURAL ORGANISATIONS willing to negotiate their worldview. communities, exploring the identities the Resources and Energy programmes in Bordeaux), is a member of a Euro- ter in Estonia, which leads Ida-Viru to IN THE CONCEPTION AND • Virtually all organisations are angry and different topics and finding an -ar — helping us by collecting stores and pean festivals network called NXTSTP. become Estonia’s second tourism desti- IMPLEMENTATION OF THE at the city government for not sup- tistic expression for the results. The res- compiling exhibitions. In collaboration with Rakvere Teater nation after the capital city of Tallinn. CULTURAL PROGRAMME? porting them enough financially, or idency is developing to include and mix Narva College of Tartu University and Baltoscandal, we are developing Successfully combining digital apps and not paying enough attention to their different disciplines. NART is one of is a regional faculty of Tartu University. theatre productions in Narva as well as mobile-friendly services to make travel- For outreach we continued with the concerns. the key collaborators of Narva2024, de- The College was founded in 1999. It is all over Virumaa during 2020–2025. ling the region more accessible. We col- work started during pre-selection, or- As we see it, all of these issues are symp- veloping co-productions with us within the only institution of higher education Narva Opera Days “ContempArt” laborate in hospitality programmes and ganizing workshops, discussions, and in- tomatic of two things: the programmes of “Women’s Voices” in Estonia to focus on the preparation is an annual international contempo- tailored tourist routes. formation hours, collecting information • Most of the organisations depend on and “Kreenholm – City within a City”. of teachers for Estonian schools with rary classical music festival. The events Ida-Viru Centre for Creative In- and feedback at various events. city funding to a larger or smaller de- Their residency and exchange pro- Estonian as well as Russian as the lan- of the Narva Opera Days are carried dustries is a private initiative to sup- Also, as planned during the pre-selec- gree, which they are all in compe- grammes are a strong foundation for guage of instruction. In collaboration out in the historic Narva Castle, the port creative industry development in tion stage, we announced an open call tition for, hence they perceive each our collaboration for internationalisa- with Narva College, we are developing Kreenholm Factory, and the Vaba Lava Ida-Viru. Running creative industry for programme ideas. All in all we were other as competition. tion and network development through a series of educational programmes — Theatre. The programme of Narva workshops and popularisation events able to source around 330 programme • A lot of organisations exist in isola- its various exhibitions, workshops, and Critical Reading and Writing, Russian Opera Days includes world premieres among different communities to help ideas that were later sent to our Artis- tion due to lack of language skills, residency programmes. Literature Festival, University of the of major works, family performances, crafters, design-makers, and other ar- tic Council for evaluation. The pro- limited contact network or attitudes Theatre Centre Vaba Lava was re- Dignified for the elderly, and discussions a dance theatre, and a theatre created tisan artists to find sustainable busi- gramme outlined above is the direct re- that were formed a long time ago cently opened as a centre for contem- and plans within the Opinion Festival as by combining different art forms. In col- ness models. The centre is a lead for the sult of this process. and haven’t updated. porary theatre and has become the epi- part of the “The End of East and West” laboration with Narva Opera Days, we TEDxNarva conference and a TechHe- In addition, during final selection phase, center of performing arts in the region. programme. are developing the “Two Castles, One roes.club platform for kids facilitating we reached out and visited around 30 Direct outreach has provided us with The theatre is building a high-level in- The Central Library of Narva is Story” programme, also taking the fes- creativity and technology. We collabo- individual local cultural organisations. invaluable insight into the lives of our ternational network. They garner new granting free and unlimited access to tival to Ivangorod across the river in rate in capacity building programmes. On their “home turf ” the different in- local cultural organisations, and has led formats and national/international pro- information, knowledge, and cultural Russia. Spinner Programme is a private in- dividuals and organisations that we met us to develop the “Level Up Narva” gramming and include the local thea- content. One of the priorities for the Narva Symphony Orchestra is one itiative to bring innovative and socially with raised questions that they usually programme and make sure there are tres as well as hobby theatres from the library is to offer life-long learning op- of the few examples of its kind in Es- responsible entrepreneurship mind- wouldn’t in a group setting. This helped always local partners involved in all region. The formats they offer range portunities for adults and programmes tonia. The orchestra includes approxi- set into the gymnasiums by providing build trust between the local cultural or- Narva2024 projects. When possible, we from imported plays and co-produc- for children and youth. The library also mately 50 professional musicians. The inspirational events, hackathons, and ganisers and our team, and also gave us were trying to involve multiple organ- tions, also providing space for local has busy cultural programming, which orchestra is actively performing in conferences in the schools of the region a good pool of data on common issues isations working in the same field, so content. We have developed a pro- includes exhibitions, concerts, semi- Narva and other cities in Estonia as well and a one-week traineeship in the lead- our doers and makers face. that the ECoC project would become gramme of co-productions within the nars, meetings with writers, and so on. as abroad. As the premier music col- ing Estonian innovative companies (de- What we’ve discovered through this the uniting element, which would allow Narva2024 programme and also run In collaboration with the Narva library lective in the region, we will make sure sign agencies, start-ups, and tech com- process is that there is a wealth of cul- them to work on it together without per- capacity-building activities with them. as well as the network of libraries in they are prominently presented in the panies). As a result of the programme’s tural and sub-cultural activity, that in a ceiving each other as competition. Ideas Narva Museum is a foundation es- Virumaa, we are co-hosting the litera- Narva2024 music events. inaugural season, the first-ever Street lot of cases is underdeveloped due to: that arrived from the local organisations tablished by the City of Narva and ture and poetry festival events, focused Viru Film Fund — Narva and Art festival was organised in Jõhvi by through our open call and were later in- the Estonian Government. Narva Mu- on both Russian and European authors. Ida-Virumaa will increase funding to the alumni of the Spinner Programme. 50 Narva. Candidate City European Capital of Culture 2024 Narva. Candidate City European Capital of Culture 2024 51 2. Cultural and artistic content

Art and music schools of Narva strand), or the organisers of the legend- and Virumaa region are partners ary “The Rooks Have Arrived” festi- in our audience-development pro- val that became part of our “United by 3. European grammes as well as youth programmes. Festivals” project. Narva Music School organises the In- ternational Chopin Competition (part dimension of the European Union of Music Com- petitions for Youth (EMCY)), featur- ing young musicians from the Baltic Sea countries of Estonia, Latvia, Po- land, Finland, Russia. With Narva Art School, as well as art schools in Jõhvi, Kohtla-Järve, Kiviõli and Rakvere, we ELABORATE ON THE ion’s efforts to place culture at the fore- 48-hour culture visa between the coun- collaborate on our “Put some colour SCOPE AND QUALITY front of its external relations. Narva’s tries; we kick off the “Two Castles, on!” programme. OF THE ACTIVITIES: offer to Europe is as a pilot project for One Story” programme together with Narva Children’s Creative House EU–Russian collaboration in culture Ivangorod; we have literally hundreds (Loomemaja), Narva Youth m. Promoting the cultural and entrepreneurship. In a nutshell — of joint festivals, events, and projects Center and VitaTiim are partners diversity of Europe, to achieve this, we have already insti- with organizations in St. Petersburg and in the youth programmes as well as the intercultural dialogue and gated partnerships with 44 Russian or- elsewhere in Russia on one hand and re- “Playground” programme, especially greater mutual understanding ganisations as well as 90 European ones. spective European organizations on the the “Put some colour on!” project. between European citizens There is virtually no program on our other. Narva is a natural bridge for this Young Sailors’ Club is an organisa- agenda that would not have a Russian– to happen. tion unique to Narva. For decades, this n. Highlighting the common European collaboration dimension in The “East & West” programme re- is where the local youth are taught love aspects of European cultures, it. This principle goes across all the pro- quires a strategic approach and broader for the outdoors and appreciation for heritage and history, as well grammes, but of course “The End of knowledge in international affairs and living at the water’s edge with all of the as European integration and East and West — The Bridge” is where cultural diplomacy. In strategic ques- related activities, be it model-boat build- current European themes you find the true essence. tions of this strand, we regularly consult ing, canoeing, or competitive rowing. But it’s not just about new ways of in- with the Estonian Ministry of Foreign They will be a major asset for our “Wa- o. Featuring European artists, teracting between Europe and Russia. Affairs, the European Commission Rep- terfront” programme. cooperation with operators At the core of our programme, we have resentation in Estonia, Estonian Em- Ro-Ro Art Club is an underground and cities in different touched upon a number of key themes bassy in Moscow, and also the interna- institution, and an iconic music and art countries, and transnational critical to European priorities and cities tional embassies and cultural institutes club for DIY culture in Narva situated partnerships. Name some around the EU, namely promoting Eu- present in Estonia (most of them have right at the riverfront and has has been European and international ropean values in intercultural setting at strategic activities concerning Narva irreplaceable in the development of a artists, operators and cities its borders, fostering innovation and en- and East Estonia). We have framework diverse music culture in the region as with which cooperation is trepreneurship in areas with challeng- partnerships with the Union of the Bal- well as constantly collaborating across envisaged and specify the ing geopolitical and industrial environ- tic Cities (UBC), Nordic Council of borders. This is where artist from Rus- type of exchanges in question. ments, achieving climate goals through Ministers, and on the Russian side with sia, the Baltics, the Nordics, and else- Name the transnational greener and cleaner industries, pro- the Committee for Culture of Lenin- where in Europe meet. In collaboration partnerships your city moting a digital society and being at grad Region, Kirovski districts of St. with the Ro-Ro Club, we will co-pro- has already established the forefront of digital innovation, en- Petersburg, Krasnenkaya Rechka mu- mote festivals in the “The End of East or plans to establish hancing gender equality and empower- nicipality (St. Petersburg), the city ad- and West” programme and develop the ing women, and inclusion of commu- ministration of Ivangorod. These part- Narva riverside into a vibrant cultural Narva aims higher than merely solving nities. In the following chapter, we will nerships provide a broader context to promenade, making it an artery of Nar- some of its problems using European highlight the European dimension of programmes and activities. va’s life no matter the time of year. attention and the ECoC title as cata- Narva2024 through all three (3) themes Democracy Festivals Association, An important factor when involv- lysts for change. We are addressing is- and seven (7) programmes. Almedalsveckan festival in Sweden, and ing grassroots initiatives and local art- sues with European impact and im- Hanaholmen Culture Centre (TBC) are ists in the programme has been our portance. Narva can become a unique I. THE END OF EAST AND WEST partners in developing discussions and open call for programme ideas. Many test ground for new discourse, new ap- dialogue at conferences, symposia, and locally active cultural operators pro- proaches, and new solutions to inher- 1.1 Programme: The Bridge the highlight event of the Opinion Fes- posed their ideas through the call, be ently European challenges — those that tival in 2024. They’re also co-creating it Sillamäe-born and Narva-based art- touch countries, cities, and communities The European–Russian relation- content with us in the Critical thinking, ist Eduard Zenchik, who was one across Europe. ship is one of the central questions for reading, and writing programme, where of a number of people suggesting the What can Narva offer to Europe that no Narva2024 and also a fundamental part we collaborate with Tampere 2026 and organisation of a street art festival in other European city can? We offer an of our programme. We will not take po- YLE broadcasting (TBC). We work with Narva (an idea that was integrated alternative path to untangling the rela- sitions on geopolitical agendas, but in- Russian-speaking media in Estonia, but into the “Put some colour on!” pro- tionship with Russia — mainly the Rus- stead, our mission champions conflict we also work with independent media ject), the team of Narva’s Giraffe Roy- sian people and the Russian cultures prevention through cultural diplomacy, in Russia. ale Theater, who are already work- — both in Russia itself as well as the di- one of the EU’s priority area. “Two Castles, One Story” will host ing on — and will continue to work aspora across the world. We start the 2024 celebrations with a theatre and music productions both in through the ECoC programme — run- Narva is a hub for intercultural ex- symbolic “Dive In!” ice-water swim- Narva and in Ivangorod in collabora- ning a theatre for the unemployed (see change for Europe and Russia. This is ming event, celebrating the Baltic Sea tion with Theatre “Na Liteinom“ («На “From Salzburg to Sompa” programme at the very heart of the European Un- Region; we pursue a digitally applied Литейном») and St. Petersburg Cham- 52 Narva. Candidate City European Capital of Culture 2024 Narva. Candidate City European Capital of Culture 2024 53 “The European Capital of Culture would be a great boost for the city’s self-awareness through the development of its historic centre.”

Cardboard model of historic Narva

Fjodor Shantsin The author of Old Narva cardboard model It didn’t work out for him. A lot of people come up with good ideas but leave them if they can’t make an immediate profit. Patience is the key.

No other European city is known to have been re- stored as a cardboard model. Would you be up to building a mock-up of another war-torn city?

There are models of non-existing towns. I know of one in Finland, although, that was made by a pro- fessional model-making team. I have visited min- iature mock-up towns in Thailand and Italy. I really like some of them, especially the interactive ones, but there are also very large, professionally execut- ed models that, albeit gorgeous, lack soul. I would be up to making a model of any city, but I like the idea of rebuilding something that pertains Where are you and your family from originally? specifically to our town.

My father was born in Siberia, my mother in Belar- Narva’s cardboard model was also preserved in 3D. us. They met in Belarus when my dad was stationed What is your relationship to modern technologies there during his time in the army. My brother and I such as 3D printing, VR, AR? What are the pros and were born in Belarus, but we moved to Estonia in cons of a 3D model compared to a physical one? 1954 when I was less than a year old. I have lived here ever since, studied in the local college, and 3D is an excellent way to preserve the model. And started my working life as an intern in Kreenholm’s a few years ago, at the birthday party of Narva’s carpenters’ workshop. archive, one of the guests asked if it was possible to have a model of one of the buildings of Narva’s Your magnificent Old Narva model preserves the ba- Old Town to take home with her. So I got an idea to roque old town of Narva, known as a symbol of the make a 3D scan of the buildings to make small sou- beauty and pain of the city. Please describe the pro- venirs of them. AR is also an interesting option — cess of creating it. like the last year’s project of the University of Oslo and Baltic Film and Media School when they made It all started in 1995 when I worked in a local kin- a little AR application based on my model. dergarten as a handyman. Estonia had recently regained its independence, and the kindergarten What do you think of Mats Gabrielsson’s grandiose started having Estonian language lessons, but since idea of transforming Narva into new Hong Kong and there were no study materials available, I started making Kreenholm the main attraction in the region? making models of symbols of Estonia — like the What role would Narva of the past play in such a fu- Niguliste church. After work, I also built the model ture city? of the old town of Narva. Once my model started to grow, then people wanted to show it at exhibitions It’s interesting you asked that because I was por- and started reaching out to me with photos of Old trayed as a builder (of Old Town) and Gabrielsson Narva. The workers from the Narva Museum were as a destroyer (of Kreenholm) in a movie called Pa- also very helpful. per Town (“Paberist linn”), directed by Jaak Kilmi. I mostly use cardboard as the base for the models, It’s a complicated subject. But Old Town definitely because it is cheap and resistant to ad hoc modi- has a place in the future of Narva. Restoring build- fications. The most responsible thing is to prepare ings like the residence of Peter the Great, or the precise cutouts of the facades and plans, but it’s house of Porten on Rüütli Street, would alter the the finishing that is most labour-intensive because silhouette of Narva as seen from the river and could you need to make sure the materials look realistic. be used functionally. There are also a few spaces There is a lot of hunting for the right materials. The that could be restored to animate Old Town, like the most important thing though is how you see things. gazebo that once topped the Victoria bastion. Different people interpret paintings or books differ- ently. I guess I could just see the spatial in the 2D. Why should Narva become the European Capital of Culture in 2024?

What would you recommend to those who would also The European Capital of Culture would be a signifi- like to try a hand in modelling? Is building a model a cant boost for the city’s self-awareness through the game or a serious work? development of its historic centre. Currently, there is a lack of motivation to make headway, as many It’s a hobby that tends to evolve into chronic addic- people of Narva are disappointed in their current tion. You have to understand why you are doing it. conditions. The Capital of Culture would be a great A friend of mine tried to do it to become famous. motivator to get past that. 3. European dimension 3. European dimension

ber Opera as well as the Ivangorod Mu- area have emerged from an industrial ment is one of the most obvious man- 2.3 Programme: From Salzburg to nect with the European creative hubs, triennale and Burning Man. nicipality. And a collaboration between past and grown into vibrant cultural ifestations of culture — it is often the Sompa the networks of Impact Hub and Green International broadcast and Mezzo hubs. The programme will achieve its first impression we get when we visit Hub, and former industrial hubs like 3.2 Programme: Kreenholm - A channel is planned. goals by collaborating with an extended places, and it betrays the value system The key words of the programme are Ruhr. We are looking at how creating City Within A City The project Border Areas (Narva– network of European and transnational of a given society immediately. On the mobility and accessability. The concept and sustaining environmental activism Ivangorod, Valga–Valka, Kirkenes– organisations and by mutually sharing other hand, the built environment has a of the programme will highlight that can be practised by every level of soci- The programme will empower the com- Nikel) will rethink border areas through knowledge and skills with the purpose strong effect on our psyche — it can be culture is for everyone - no matter what ety. All this to make the city with its art- munities of Narva, St. Petersburg, and artistic interventions and “Transbor- of empowerment. A core stakeholder suppressing or motivating, depressing or your background, education, upbring- ists and citizens an impact hub. the broader region by addressing the der Cafe” discussions in collaboration in this project is the Kreenholm Wom- elevating. There is a delicate relation- ing or income is. We make an effort in September 2018 saw 18 million people most pressing issues in these locations with the Barents Spektakel festival in en’s Culture Club. It is about sisterhood ship of mutual influence between the upgrading accessibility to our events united across 157 countries and territo- and including them in a global discus- Kirkenes in northeastern Norway bor- across borders and around the world. environment and its occupier. And the and programmes by setting up tools of ries for the most significant waste col- sion. It will promote free expression, dering with Russia. The Barents Re- The partners have been selected be- key to making the two merge is design. mobility within the Virumaa county, but lection day in human history. An epic equal rights, and critical thinking, bring- gional Council (BRC) — a forum for cause of their commitment to promot- One of the expressions of our core val- also raising awareness in the culture sec- 36-hour green wave of clean-ups across ing diverse audiences of 30 000–50 000 the Barents regional cooperation — is ing a fresh approach about women and ues, as Europeans, is our public space. tor on how to provide access for people the globe — beginning in New Zealand people to Narva for the first Kreenholm an inspiration to us in strengthening the equality — and for their academic, ar- We love to own, use, and create our with disabilities. We democratize cul- and travelling around the world before Biennale in 2024. Baltic Sea collaboration angle, exchang- tistic, and educational interests for public spaces. This is how we exercise ture on basis of equality and diversity. ending in Hawaii — cleaned litter and Narva2024 has established relationships ing knowledge and collaboration ideas post-industrial communities while ar- control (Parisian avenues), participate in With the consultation of EASPD - Eu- various mismanaged waste from our with a wide range of collaborators, in- concerning the Nordic–Russian collab- chiving their legacies. politics (Speakers Corner in Hyde Park), ropean Association of Service Provid- beaches, rivers, forests, and streets. In cluding well-known institutions and in- oration in border areas. Our collaboration with Tampere 2026 respect our roots (our numerous beauti- ers for Persons with Disabilities as well September 2024, the head office organ- dependent artists both from European Students from Estonian Academy of and Salzkammergut 2024 is specifi- ful protected Old Towns), and have fun as Opening Doors Association (MT) we ising this megaproject in 157+ coun- and transnational levels. Partnerships Arts and The State Repin Academy cally centred on the theme of “Wom- (Italian piazzas). In Europe, the public will organize specialized seminars to tries will move to Narva, making the have been established with the leading of St. Petersburg Summer Academy in en’s Voices”, expressly with an angle of space is ours. culture organizers on how to take var- European Capital of Culture also the contemporary art centres in Europe, for Narva will join for an extensive study working-class women in the textile in- In Narva — public spaces are mostly no ious disadvantaged groups into account Capital of World Cleanup Day. This example Kunsthalle Wien in Austria, programme, embracing and learning dustry. We will work with Umea’s Mu- one’s. And as far as roots, for most of us within their events and programmes. will bring global attention to the state- and WIELS, Contemporary Art Centre from the diverse approaches. The part- seum of Gender and Female History here, they don’t go too deep although Together with Rimini Protokoll we will ments, “culture for climate”, “Europe in Belgium. We have engaged with one ner for Estonian Academy of Arts in (SE), with City Culture Institute Gdansk we would like them to. create special experiments on accessi- for climate”, “ECoC for climate”. We of the most prominent curators of Eu- these activities is Aalto University in (PL) Serlachius Museums & Residency Narva is not alone in this — people get bility as well as bringing real life to the will contact all possible former and cur- rope, Katerina Gregos, who has exten- Finland. (FIN), Arteria Association (PL), Women disenfranchised from their built envi- stage. rent ECoCs to organise the clean-up sive international curatorial experience “United by Festivals” will present ap- in Tech Ruhr (DE), and Women’s Li- ronments all over Europe. With contin- In this programme we also work closely events in their towns and regions. The and has administered several critically proximately 10 international festivals brary Whitechapel (UK) - TBC. In col- uing urbanisation and migration, hav- with Tampere 2026, on the sauna fes- worldwide event will be broadcast and acclaimed, large-scale exhibitions and from various genres and sectors: music, laboration with the U.S. Embassy in ing to coexist in yet denser spaces with tival - a strong part of Tampere’s con- televised. Artistic interventions will biennials, including Belgian Pavilion film, theatre, dance, literature, and Tallinn, we will pursue a special edi- rents rising higher every year, need- cept and Finnish culture too. We work take place; artists, musicians, design- at the 56th Venice Biennale, Manifesta stand-up comedy. Partners and collab- tion of the EU-based Women in Sci- ing to negotiate all our differences; it is with small marinas in Nordic countries, ers, poets, actors, and filmmakers across 9: In the Deep of the Modern, Genk, orators include those from iconic Len- ence (WiSci) Girls STEAM Camp of sometimes easier to just stay in our cells. promoting the small marinas culture. Europe and Russia will be spokesper- and newly established biennale Ribocca film studios and SKIF- Sergey Kury- the UN Foundation and organise men- In Narva, we will remind Europeans of An expert partner on this is Noblessner sons, activating individual social media in Riga (2018). We have built connec- okhin International Festival in Russia torship programmes; we will also seek this universal core value — our love and Port in Tallinn, but also Sail in Finland. campaigns. tions and involved in the process part- to Berlin’s Berghain club to the Euro- partnerships with UNESCO as well as care for our shared built environment. To raise awareness and protect the en- In 2020, we will set up an Impact Ac- ners from various post-industrial cities pean Talent Exchange Programme of the Obama Foundation (US/EU). Mi- With the help of our fellow ECoCs such vironment of the coastal areas we will celerator for Sustainable Development across Europe such as City Cultural In- Eurosonic festival. chael Pärt, the son of composer Arvo as Matera and Kosice, and local artists instigate dialogue with The Baltic Sea Goals to properly prepare for this effort stitute (Gdansk, PL), Fablevision (Scot- In 2024, Estonia will also celebrate the Pärt from the music sector, and Maria and international festivals such as De- Conservation Foundation in collabora- — a think tank of experts from local land/UK), Kaapelitehdäs and Lokomo 20th Anniversary of joining the EU in Kapajeva, a Narva-born visual artist sign Manchester, we will learn to have tion with “World Cleanup Day”. We cities as well as from Europe who have (FIN), Salzkammergut 2024 (AU), Tam- Estonia. In collaboration with the Eu- based in London, are our collabora- fun with our built environment by in- will collaborate with Salzkammergut succeeded in green innovations and cir- pere 2026 (FIN) with a Russian dimen- ropean Commission Representation tors on the project. We are hoping to viting our community as well as artists 2024 on rural heritage projects. cular economy. Initiated by a young girl, sion through a collaboration with Ka- in Estonia, we will celebrate this, of work with Suzanne Lacy, a visual art- and spatial practitioners from around Kristin Siil, from Rakvere, so having its liningrad Branch of the National course, in the European Capital of Cul- ist whose prolific career includes -per the world to “Put some colour on!” III. MANUFACTURING FUTURES roots in Virumaa, we will also involve Centre for Contemporary Arts (RU), ture. Celebrating Europe — on the bor- formances, video, and photographic in- Narva. We will invite leading interna- Estonia’s own Fridays for Future move- and St. Petersburg Art Residency (RU). der of Russia, together with Russia — stallations, critical writing, and public tional institutions such as Strelka Insti- 3.1. Programme: Resources And ment team. The think tank will assist Narva2024 has a transnational partner- would be exceptional. practices in communities. Ms. Lacy is tute in Moscow, the Repin Academy in Energy Narva with completing a “green” strat- ship with one of the most iconic post-in- best known as one of the Los Angeles St. Petersburg, the University of Oslo, egy as well as preparing the city for host- dustrial cities in the world, Detroit (US), II. UNTOLD STORIES performance artists who became active and the International Federation of In- We passionately believe that the crea- ing the ambitious World Cleanup Day where we have involved a leading part- in the 70s and shaped the then-emer- terior Architects/Designer, among oth- tive sector must promote the values of during the ECoC title year. The cities ner, The University of Michigan - 2.1 Programme: Women’s Voices gent art of social engagement. In this ers, to Narva Urban Lab so we can bet- the Sustainable Development Goals. we have invited to be part of the initi- Dearborn in the process. For example, programme, we will also feature a spe- ter understand, shape, and enjoy our Avoiding climate catastrophe can only ative include Lahti - European Green we are striving to commission site-spe- This project brings together diverse cial edition of Tallinn Music Week fes- environment by getting our hands dirty be achieved with the participation of Capital 2021, Ruhr2010 (DE), Umeå cific artwork from a Detroit-born, inter- women from Europe, Russia, and the tival in 2023, which is planned to be the and redesigning according to our needs. citizens. We will learn best practices 2014 (SE), also organizations Cleantech nationally recognised artist, Scott Hock- rest of the world. This will be an inspi- final event of the second phase of the With Virtual Narva Old Town, we will from the successful experiences of cit- Group Europe (UK), ClimateLaunch- ing, who visited the Kreenholm Factory rational platform, proving that no mat- global Keychange project, and has trig- call on other cities who share our fate, ies and institutions across Europe, in- pad (EU). A key partner for us for this territory in 2018 as a keynote speaker ter the background, upbringing, or cul- gered a movement in the music industry and their residents, inviting them to ex- cluding partners in Russia. Further, we agenda is Julie’s Bicycle. for the first Narva Urban Lab (Nar- tural environment, we can share and to support female creators and is backed perience the layers of reality that have want Narva’s story of change to be- The “Land Art” project within the va-Detroit: Postindustrial Cities on the inspire. In the context of Narva and by Creative Europe. been lost. Also, we’ll connect with Esto- come an inspiration throughout Eu- Kreenholm Art Biennale in 2024 will Border – Where to?). Kreenholm’s history, it is valuable to nia’s active start-up community to im- rope — recognising that a region, heav- get invite globally known artists, such as To learn from various practices about demonstrate that towns like Tampere, 2.2 Programme: Playground agine along with us new layers that are ily dependent on hazardous industry, Christo, Alfredo Jaar, Olafur Eliasson repurposing an industrial heritage, we Finland, and Salzkammergut, Man- not yet there, so that we could all be in- can go through a positive and produc- and Andrey Bartenev. The scale of the will collaborate with Sevkabel Port in chester, Glasgow, Lodz, and the Ruhr On the one hand, the built environ- spired going forward. tive transformation. We will also con- event draws inspiration from the Ruhr- St. Petersburg and CCI Fabrika in Mos- 58 Narva. Candidate City European Capital of Culture 2024 Narva. Candidate City European Capital of Culture 2024 59 3. European dimension 3. European dimension

cow; Trans Europa Halles (SE), Impact abling growth for individuals and busi- CAN YOU EXPLAIN IN ARD, Helsingin Sanomat, YLE, Liber- The Scandinavian/Hanseatic link Capacity building — masterclasses and Hub (AU), Green Hub, Kaapelitehdäs nesses through transformative learning DETAIL YOUR STRATEGY TO ation, France International Radio, and seminars on, (1) how to turn industrial and Lokomo (FI), and Lodz Manufak- experiences). ATTRACT THE INTEREST OF others). Also, special media relation- As a former “almost-second-capital” of heritage into diverse cultural and tour- tura (PL). Working with youth is an essential A BROAD EUROPEAN AND ships will be developed in the St. Peters- the Swedish Empire and a busy Hanse- ism brands as a collaboration between part of Narva’s capacity building pro- INTERNATIONAL PUBLIC? burg region via press trips to art events atic trading port, Narva has strong his- creative and tourism sectors, and (2) a 3.3 Programme: Future Patterns gramme. Organising youth camps and throughout the run-up years. torical ties with Northern Europe that shift from industrial heritage towards seminars in collaboration with Kaunas Narva is likely the internationally best- can and have to be rediscovered. A ro- an innovative economy. In these times of fast-paced innova- 2022 within the Kaunas Challenge, as known town in Estonia after the capi- Unexpected intrigue for interna- bust Swedish history is already attract- tion, we need to ensure society is ready well as the Youth Faculty of the Tempo tal of Tallinn. The unique situation as a tional artists ing visitors and investors from Sweden The exchange of best practices regard- and capable of adapting — with artis- Academy of Culture, we’ll have a predominantly Russian-speaking city on and will be extended to contemporary ing how to examine the economic im- tic intervention and cultural sophistica- Narva2024 Youth Council special pro- the EU-Russia border has put the town This pre-existing attention and inter- cultural ties also within the ECoC net- pact of the ECoC year (the two-step tion, we are opening the window to Eu- gramme of LEVEL UP. in international headlines and drawn est are intriguing not just for media but work. Narva2024 will use the interna- strategy in practice). rope and the world. And by delivering “Mining the Future” maker-labs (MiFs) a lot of attention from the public. The also for artists and creative people from tional Hanseatic network to promote the proper tools, we will help local com- provide extensive access to modern re- preparation year of the Narva2024 Europe and beyond. The challenges of the ECoC year by attending all the up- Exchange programmes between Dort- munity members find a genuine global sources for innovation. The labs will ECoC bid has shown that it is possible engaging a community with multilay- coming International Hanseatic Days munder University and Narva Art interest. Narva is subject to significant begin as open workshops for engineers, to build on this interest and turn it into ered and contradicting identities, and in various member cities of the net- Residency changes, not only in our city or region technology specialists, creative profes- a positive curiosity. the borderline location by itself, attract work. The Narva2024 team was al- but also in Europe; the world is seek- sionals, and other citizens to sharpen cutting-edge, high-profile artists from all ready present at the Hanseatic Days in Collaboration with Women in Tech ing holistic solutions to meet the com- their skills working with modern tools Transforming scaremongering over the world. Narva 2024 will use the Warnemünde in June 2018. Ruhr within our “Women’s Voices” ing shifts and address the necessary and to find a creativity source for- in headlines into natural curiosity positive momentum to build up high- strand and the planned conference as changes. novation. By connecting the labs with level international events in the years well as our Future Patterns programme From our own experience building a creative centres across Europe, we will After Russia annexed Crimea and in- leading up to the title and help exist- DESCRIBE THE LINKS – supporting young females in estab- network and digital tools during the enable a global approach and skills ex- vaded Eastern Ukraine, international ing international events in the region DEVELOPED OR TO BE lishing diverse professional relation- sub-programme Accelerate Europe, we change, particularly among post-indus- media started flocking to Narva in develop a stronger artistic profile. The DEVELOPED BETWEEN YOUR ships and career paths. will share the solution for a tailor-made trial ECoC. A collaboration is planned search of a similar scenario here, pro- artists and creative sector entrepreneurs CULTURAL PROGRAMME AND approach that can be suitable for vari- with Matera Open Design School. ducing stories under the headline “Is are the first target group of communi- THE CULTURAL PROGRAMME Collaboration with Ruhrtriennale on ous countries across Europe. With this Within our Service Design and Hos- Narva next?”. Even though most of cations as well as a group to actively en- OF OTHER CITIES HOLDING the “Land Art” sub-programme within theme, we will create and share with pitality programme, we’ll run master- them didn’t find any proof for their hy- gage in programme cooperation. Artists THE EUROPEAN CAPITAL the Kreenholm Art Biennale. other cities the possible paths to the fu- classes and seminars with Ruhr2010 pothesis, the negative publicity had its will come first; the general public will OF CULTURE TITLE. ture of living, sustainability, migration, and ECCE on (1) how to turn industrial impact on the image of the city. How- follow. MATERA 2019 multilingualism, inequality, inclusive so- heritage into diverse cultural and tour- ever, it also created more visibility and RUHR 2010 / EUROPEAN CEN- ciety, and skills for future work (which ism brands as a collaboration between attention than any other Eastern Eu- From Clash of Civilizations to TRE FOR CREATIVE ECONOMY We have been incredibly inspired by might not yet exist). The synergy of lan- creative and tourism sectors, and (2) a ropean town of the same size could building a bridge Matera’s focus on neighbourhoods and guage cafes, digital platforms, and vol- shift from industrial heritage towards a claim for itself. All this was aided by the One of the most inspiring project communities — designing new path- unteer programmes will showcase living creative economy. spectacular visual location on the river Due to its location just 130 km from role models for Narva2024 has been ways and adding value to diverse parts in a multi-linguistic community. Finally, Creative Business Cup National forming a natural border between Esto- the cultural metropolis St. Petersburg, Ruhr2010, with the keywords of: coex- of towns. The theme of continuity and Within this programme, we have built Competitions are organised in more nia and Russia with the powerful sym- Narva has a unique opportunity to at- istence of different cultures; industrial- disruptions — especially finding new a set of tools that enhance the regional than 70 countries, sending winners an- bolism of the two ancient castles on tract producers, artists, and curators isation; workers; mining infrastructure; reasons for their citizens to be proud of professionalism in the creative sector nually to the Global Finals, being held both sides of the river — visualising the from the most vibrant Russian city to turning industrial spaces into life in var- their neighbourhoods and identities — with the help of internationalisation to in Narva in 2024. “clash of civilizations”. It is, at the same cooperate and co-create with artists ious forms; forbidden cities; and land- is very familiar to Narva. highlight capacity building as a critical In addition to all of this — we have es- time a curse and a blessing for Narva. from Narva, Estonia, and Europe. The scape parks serving as new urban rec- element of Narva’s bid. tablished collaboration in South Korea This organic interest offers Narva2024 creative sector of St. Petersburg has a reation areas. Collaborations: LEVEL UP NARVA is the comprehen- with K-Challenge www.kchallenge. a unique opportunity to rephrase the longstanding tradition of interest in Encouraged by the Ruhr2010 two- sive capacity development plan for cul- co.kr. Their mission is to achieve the scaremongering “Is Narva next?” into a Narva and the rest of Ida-Virumaa and step strategy: First, we bring the artists Inspired by projects like Gardento- tural managers in public and private mutual goal of strengthening the rela- provocative and brave “Narva is next!” has been engaged and contracted in and creatives; then tourists, businesses, pia and Lumen — gardens and paths sector organisations. The programme tionship and international cooperation and fill their story with unexpected pos- co-productions and long-term coopera- and investment will follow — we have of light, we would like to collabo- will kick off in 2020, and it will continue between the Baltic States and Korea. itive content. tion with the ECoC. There is an obvi- also consciously chosen this approach rate within the programmes of “Play- as one of the legacy projects of ECoC. Being located on both ends of Eurasia, The communication strategy towards ous appreciation of the value of collab- for Narva2024. The experience of ground“ as well as “Kreenholm – City Mobility and international networking the Baltic States and Korea have the po- the European and international pub- orations instead of staging ready-made Ruhr2010 clearly showed success when within a City”, welcoming artists and is at the core of the activities. In collab- tential to become a springboard for Eu- lic will build on the experience and productions in all fields of arts – classi- 300 new creative companies were set up creators to Narva, and running mas- oration with Business Finland, Business ropean and Asian markets. And we have achievements of 2018, the year that cal and contemporary music, visual arts, within the first years following 2010. terclasses and projects together with Sweden, Creative Finland, Balticlab (an established partnerships in Japan with turned around the narrative surround- cinema, theatre, and so on. Narva2024 Narva citizens especially within the innovation programme by the Council LiveYourDreams and Vivita — both ing Narva. The arts initiatives launched is a new platform for this kind of mul- Collaboration: Urban Lab project. of the Baltic Sea States and the Swed- focused on creativity and the future of in 2018 — ECoC bid, Kremlin Night- ti-layered cooperation that will em- ish Institute for creatives and entrepre- learning. ingales musical, Station Narva festival power and enable local artists, art or- Ruhr2010 is to be a part of the Collaboration between Matera Open neurs in the Baltic Sea Region), as well — already fed the curiosity of interna- ganisations, and local communities Narva2024 Accelerator for Sustaina- Design School and Narva Art Resi- as sectoral organisations like Music Fin- tional media for a new narrative about open new communication channels be- ble Development Goals — a think tank dency, both within the Urban Lab, as land, Music Sweden, Design Finland arts and artists bringing change to the tween Narva, Estonia, St. Petersburg, of experts from cities around Europe well as within our “Mining the Fu- et al., we will instigate networking op- city on the edge. This idea will be nur- Russia, and Europe. The experience who have succeeded in green innova- tures“ maker-lab projects, making the portunities, business delegations, and tured by continued press work targeted of fruitful co-creation will enhance the tions and circular economy. The think most of Matera 2019 knowledge on mentorship programmes. For the core at European and international publica- mutual understanding within the re- tank will assist Narva with completing design processes and implementation group of stakeholders, we propose a tions, the ones that have already cov- gion and, thus, contribute to peace and a “green” strategy as well as preparing of participatory practices when con- training programme with Hyper Island ered the development as well as new prosperity. the city for hosting the World Clean-up ceiving public space. (SWE) (a global learning provider, en- ones (The Economist, NYT, NDR, Day during 2024. 60 Narva. Candidate City European Capital of Culture 2024 Narva. Candidate City European Capital of Culture 2024 61 3. European dimension 3. European dimension

Matera 2019 will be part of the and also to see that sustainable devel- for the city together with the team of place at Narva’s Kreenholm textiles fac- proach with students writing the ECoC Narva2024 Accelerator for Sustaina- opment was taken as one of the three Kaunas 2022. tory. “Un-Convention” by Salzkammer- bid speaks volumes to how engaged we ble Development Goals — a think tank main objectives for Umea’s programme gut deals with counterculture stemming want our process to be as well. Another of experts from cities around Europe concept along with human growth and Collaborations: from labour culture, while in Narva we noteworthy aspect is the consistency of who have succeeded in green innova- international relations. There are sev- have compiled a programme pillar of their ECoC process and legacy activi- tions and circular economy but also eral aspects we would love to collabo- Organizing youth camps and seminars “Untold Stories” studying the lives of ties, with the same organisation submit- in accessibility equality and inclusion. rate on. within the Kaunas Challenge as well as coal miners, textile factory workers, and ting the bid, running the ECoC project, The think tank will assist Narva with the Youth Faculty of the Tempo Acad- sailors. and now still active in changing Ko- completing a “green” strategy as well Collaborations: emy of Culture in Kaunas — collabo- sice’s cultural landscape. Their focus on as preparing the city for hosting the rating within our LEVEL UP NARVA Collaborations: urban space and creative reuse of ex- World Clean-up Day in 2024. Collaboration with Narva2024 on the project and Narva2024 Youth Coun- isting infrastructure is the third aspect “Women’s Voices” programme within cil that’s within our “Future Patterns” Collaboration with Narva2024 on the we admire. TAMPERE 2026 the Untold Stories strand, (1) Acad- programme. “Women’s Voices” programme strand, emy of “Women’s Voices”: an on-going (1) “Academy: Women’s Voices” — an Collaborations: Tampere 2026 is an excellent inspi- mentoring and seminars programme Working on the Opinion Festival “Ar- on-going mentoring and seminars pro- ration to Narva2024 as an industrial that results in an international confer- vamusfestival”, modelled on the soci- gramme that results in an international We will use Kosice’s expertise in rede- city that has become a leading cul- ence, and (2) collecting the stories of opolitical Almedalsveckan festival in conference, and (2) Oratorio: Women fining the city space as an interface be- tural hub in the Nordics. Many themes Kreenholm women and their sisters Sweden, which has been running for of Kreenholm — a grand contempo- tween the community and the pro- in the Tampere story strongly resonate around the world in collaboration with five decades — and other similar ven- rary composition by a European com- gramme while building our “Put some with Narva: repurposing industrial her- the Museum of Gender and Female tures in Finland, Norway, and Den- poser, recorded voices of the Kreen- colour on!” project. In addition, we will itage and, especially, being the cra- History. mark. This special edition of the Opin- holm women and their sisters around engage in both joint community-build- dle of women’s rights in Europe. Tam- ion Festival in 2024 will take place in the world ing initiatives as well as invite Kosice pere is where the first women’s rights Collaborating on the Opinion Festival Narva, bringing together European team members and partners as speak- strike took place in 1905 that resulted “Arvamusfestival”, modelled on the so- — especially Baltic-Nordic and Rus- Frauenforum Salzkammergut, a wom- ers to Narva Urban Lab. in Finland becoming the first country in ciopolitical Almedalsveckan festival in sian opinion leaders and intellectuals. en’s organisation is opening a cen- the world to give full political rights to Sweden, which has been running for They will be discussing topics around tre for textile arts in the former weav- As part of the “Kreenholm – a City women — to vote and also to stand for five decades — and other similar ven- identity, history, tensions, and dilem- ing factory in Ebensee by 2023. We will within a City”, we will learn about Ko- election. tures in Finland, Norway, and Den- mas, and focusing on shared values collaborate on an artist-in-residence sice’s experience in repurposing legacy mark. This special edition of the Opin- and collaboration, particularly in the programme with textile artists/work- infrastructure and engage in artists’ ex- Collaborations: ion Festival in 2024 will take place in Baltic Sea Region. The Opinion Fes- ers from Narva offering workshops changes through residencies. Narva, bringing together European tival is part of the newly established for locals and visitors on different tex- Collaboration with Narva2024 on the and Russian opinion leaders and intel- Democracy Festivals Association plat- tile techniques/traditions. In exchange, As part of “Future Patterns”, we will “Women’s Voices” programme strand, lectuals. They will be discussing topics form, together with eight other discus- textile artists/workers from Salzkam- exchange best practices and advance (1) Academy of Women’s Voices — an around identity, history, tensions, and sion festivals. mergut will visit the textile museum the creative industries sector in both on-going mentoring and seminars pro- dilemmas, and focusing on shared val- of Kreenholm within the Narva2024 Narva and Kosice through applying as gramme that results in an international ues and collaboration, particularly in Kaunas 2022 is to be part of the “Women’s Voices” programme. partners for European funding in the conference, and (2) Oratorio: Women the Baltic Sea Region. Narva2024 Accelerator for Sustainable fields of business models innovation, of Kreenholm — a grand contempo- Development Goals. Collaboration between the Un-Con- incubation, and internationalisation. rary composition by a European com- Umea 2014 to be part of the vention programme by Salzkammergut poser, recorded voices of the Kreen- Narva2024 Accelerator for Sustainable Capacity building programmes for the and the “Academy: Women’s Voices” We will also explore the peculiari- holm women and their sisters around Development Goals. creative sector — special links between by Narva2024 talking about worker’s ties of our dachas and establish grass- the world. creative industry professionals and culture then and now in Europe. roots connections between our com- Capacity building programmes for the companies, and delegations between munities using Narva’s Dacha Fest as a Repurposing industrial spaces: skate creative sector. cities – film, music, theatre, design, ar- Salzkammergut 2024 to be part of the platform. parks in Ida-Viru industrial areas chitecture, and so on. Narva2024 Accelerator for Sustainable in collaboration with Tampere’s KAUNAS 2022 Development Goals within our “Re- We will collaborate within our “Mining Kaarikoirat and Estonian Simple Ses- SALZKAMMERGUT 2024 sources and Energy” programme. the Futures“ maker-lab projects, mak- sions as well as Sevkabel Port in St. We have been inspired by the pro- ing the most of Kosice 2013 experi- Petersburg. foundly forward-looking nature of the Salzkammergut boasts 7 000 years of Collaboration between the Ida-Viru ences in participatory practices. Kaunas project. Everything reflects salt production legacy and has been Film Fund and Estonian Black Nights Capacity building programmes for the their vision to be a Contemporary Cap- deemed a national resource for centu- Film Festival on a Student Filmmakers In addition to the above, we want to creative sector. ital. We are particularly impressed with ries, resulting in a certain “sealing off” Festival together with Kino Ebensee. learn more about their process and their Kaunas Challenge project: The from its surroundings. Narva and the Planning a film festival in both regions build our ECoC preparation and leg- Tampere 2026 to be part of the group of Kaunas Challenge partici- Ida-Viru region are the largest suppli- in 2024 — inviting young filmmakers acy activities to the same standard, Narva2024 Accelerator for Sustainable pants (15 to 18 years) is selected every ers of coal for Estonia’s energy industry, from Estonia and Virumaa to Salzkam- equipped by their advice. Development Goals within our “Re- September, and the programme takes but as energy production from coal is in mergut and vice versa. sources and Energy” programme. place from October to March. The pro- decline due to its hazardous effect on gramme includes the analysis and crea- our planet’s carbon footprint, we are in Capacity building programmes for the UMEA 2014 tive solutions to real challenges existing search of new resources. Another com- creative sector. in Kaunas city and its district, carrying mon topic is textile production and the It has been exciting for us to witness out practical tasks, developing projects role of women in it. First, co-ops (work- KOSICE 2013 how Umea has been able to make the initiated by the youth, and learning how ers’ unions) were established in the Salz- turn towards IT as well as bio-technol- to work as a team. It is an opportunity kammergut region, while the first major Kosice has been an inspiration to us in ogy and environmental technologies, for young people to realise their ideas workers’ strike in Tsarist Russia took a number of ways. Their bottom-up ap- 62 Narva. Candidate City European Capital of Culture 2024 Narva. Candidate City European Capital of Culture 2024 63 4. Outreach

HOW WILL THE TITLE CREATE are known to have said that “there are velop new skills and confidence, finding IN YOUR CITY NEW AND no people with disabilities in the Soviet new paths in life, while artists will reach 4. Outreach SUSTAINABLE OPPORTUNITIES Union”. Unfortunately, this attitude has new innovative ideas and artistic ex- FOR A WIDE RANGE OF not changed much, as corroborated in pression by interacting with communi- CITIZENS TO ATTEND OR our conversations with representatives ties that have remained outside of their PARTICIPATE IN CULTURAL of the various centres for kids with spe- usual peer groups and audiences. ACTIVITIES, IN PARTICULAR cial needs and the staff and residents of YOUNG PEOPLE, VOLUNTEERS Narva’s “Social care home”. We will reach these communities by: AND THE MARGINALISED As a result of decades of economic stag- EXPLAIN IN DETAIL HOW ceiving feedback and grassroots ideas, As became evident, the preparation of AND DISADVANTAGED, nation and ageing, the stakeholders of Identifying access points to all margin- THE LOCAL POPULATION and people have started actively using the ECoC bid has seen an inspiring and INCLUDING MINORITIES? the vulnerable communities see their alised communities through continued AND YOUR CIVIL SOCIETY the #Narvaisnext and #Narva2024 unprecedented involvement of the com- PLEASE ALSO ELABORATE basic needs as more pressing issues than cooperation with local social services, HAVE BEEN INVOLVED hashtags. In addition to keeping people munity of Narva. In the beginning of ON THE ACCESSIBILITY abstract art activities, and as a result, the Ministry of Social Affairs, organ- IN THE PREPARATION OF informed about the progress of the can- 2019, when the local political leader- OF THESE ACTIVITIES TO do not care to pursue artistic endeav- isations and NGOs active in the field THE APPLICATION AND didacy, Narva2024 Facebook and Ins- ship seemed to be unprepared for the PERSONS WITH DISABILITIES ours. Kids coming from families of low such as Hooldekandeteenused AS and WILL PARTICIPATE IN tagram pages have informed followers success of ECoC in Narva, local ac- AND THE ELDERLY. SPECIFY means tend to also shape their attitudes NGO Uus Sild, schools, healthcare in- THE IMPLEMENTATION about the regional cultural events. In tivists drew up a formal petition pre- THE RELEVANT PARTS OF THE towards arts after their parents. stitutions, police and border guard, re- OF THE YEAR. spring 2019, a campaign was initiated sented to the City Administration, voic- PROGRAMME PLANNED FOR For years, Narva only entered the gen- habilitation and unemployment offices introducing various places and individ- ing their concerns over the status of the THESE VARIOUS GROUPS. eral Estonian political scene before elec- and others. During the entire bidding process, a uals who contribute to the cultural life candidacy and demanding its continua- tions, only to be forgotten after the elec- conscious effort has been made to in- in the region via historical essays and tion. By May, the process of the candi- General considerations tions were over. The resulting lack of Aiming for continuous participation by volve and include private initiatives and interviews. dacy was resumed. Time was lost, but trust makes the population less respon- the full spectrum of society — from re- find new connection points and com- The poll, conducted by Norstat in Au- the flip-side was that we couldn’t have From a certain perspective, the whole sive to new initiative. tired workers to people with learning mon interests between the sectors. As gust 2018, showed that 75% of respond- hoped for a more vivid illustration of of Narva and the region can be consid- Youth is in short supply in Narva. disabilities, to drug addicts and former we learned during the pre-selection ents in Narva and Virumaa are aware the importance of the title to our city. ered a disadvantaged community. Nar- Growing up in the context of persistent felons and prisoners in local everyday stage, the local culture in Narva pre- of the ECoC candidacy, while support In addition, many new grassroots initia- va’s population lost not only jobs but unemployment, discontent, and lack of programmes of arts organisations. fers face-to-face communication on city for the title is even higher at 85%. Rep- tives have sprung up over the last several also their identity and sense of being cultural offering, the youth seldom see squares and at public events — an ap- resentative samples of 500 people were months that highlight our local cultural the pioneers of the Soviet working class. a future for themselves in Narva, rarely Addressing the issues of primary im- proach not historically used to engage polled. The knowledge of and support diversity. The ECoC process has given Finding themselves in a “new” country invest in building a community, and pre- portance to the communities where with the community apart from politi- for Narva2024 is considerably higher strength and courage to the community in the once-again independent Estonia fer to leave the city in search of possibil- a deep partnership between the pub- cal campaigns. A group of young vol- among people aged 51+ (89%) and to put their pride, affection, and aspira- (with no knowledge of pre-World War ities elsewhere. lic and private sectors is needed. Art unteers coordinated around the youth lower among people under 25 (62%). tions for their city on display. II) threw people into an unexpected role organisations will be acting as con- organisations Narva Youth Center and People in Narva and Ida-Virumaa Going forward, the main tools for com- of “occupiers” in a country where they Solutions nectors in collaboration with the so- Vita Tiim has been the essential force County are slightly more aware and munity engagement during the prepa- had considered themselves the work- cial and commercial sectors and public of public presence. The volunteers supportive of the idea than Lääne-Viru- ration years will be via partnerships, ing-class avant-garde. Kristina Kallas, We want to generating an environment authorities. have been actively collecting feedback maa. Among the reasons for supporting volunteerism, consistent meetings, the the former director of the Narva Col- where people of disadvantaged groups forms on topics that move the citizens the candidacy, many respondents refer hospitality programme, and increas- lege of Tartu University, has pointed and disabilities are not just tolerated or Providing guidance and tools for of Narva and the areas beyond Narva. to the rich historical heritage and cul- ingly frequent art events that include lo- out that, “Narva2024 offers an oppor- their presence enforced by regulation, boards of arts organisations to support Altogether, around 80 public events tural diversity that Narva should be cals and organisations in different pro- tunity to create an original narrative of but where they can demonstrate their them in considering what the civic role (public outdoor events, town hall meet- proud of and share with the rest of Es- duction roles. Moreover, Narva will Narva instead of the borrowed narra- unique strengths, by which the people might mean for the organisation. ings, roundtables, debates, and work- tonia and Europe. A strong motivation follow Tallinn’s example from 2011 tives used since the 1990s.” The civic around them not subject to a disability, shops) were held while preparing the is to better connect Narva with the rest and set aside a portion of the overall role of the arts is to engage communi- can be transformed. Building upon the existing work done bid to discuss the ideas for Narva2024, of Estonia and Europe. budget for funding of micro-initiatives ties in creating content that reflects so- “Life is just more precious for these in Europe regarding artistic interven- thus engaging with about 7 000 peo- In the second phase of preparation, an for which open calls will be announced. cial, environmental, and economic is- kids” - Rita Ternos, the director of tion and “art prescription”; strengthen- ple. A similar approach was taken in the open call for ideas was organised. The sues. Narva2024 will offer a chance for “Matveika” centre for kids with disabil- ing the European network on creative Virumaa region, including in Sillamäe, collection of ideas took place via an the city and its citizens to rewrite their ities told us, when telling us about the response for social issues; and planning Kohtla-Nõmme, Jõhvi, and Rakvere, online questionnaire, which asked for narratives and redefine their identity accolades her kids have gathered for to organise a European conference, reaching approximately another 1,200 names and a short description of the that has been harshly affected by the their para-dancing performances. At working groups, and trainings on artis- people around the area throughout the project. Also, respondents were asked historic political changes in the 1990s. the same time, our Youth Board com- tic intervention. bidding period. to categorise their project ideas by type plained about the youth who are too The locals filled out more than 500 and scale. As a result, of more than 330 Specific challenges passive to take an interest in anything. Allocating Narva2024 Advisory Coun- questionnaires throughout the candi- project ideas received. When we pair these two instances, we cil membership to the respective dacy period. The age range for respond- The open call was augmented by reach- Engaging with the local inhabitants re- see that one could potentially solve the representatives. ents was from 8 to 82, with the most ac- ing out to specific cultural operators in quires bridging the language barrier other. This reciprocity is the concept we tive demographic being young people Narva and the region, explaining the (by the Estonian and international arts want to accomplish with the ECoC in We will addressing the specific chal- up to the age of 20, giving a total of 204 goals of the candidacy and the method- community). It so happens that in this Narva. lenges outlined above by: responses. Women were much more ac- ology of selecting ideas for the cultural region the Russian-speaking community This is why Narva2024 will encourage tive than men, with approximately 60% programme. All in all, around 30 such that is in the minority status in Estonia outreach and community immersion Trilingual communication in all of total responses. The most common meetings were held and yielded incredi- is in the majority. by a funding model of projects that re- Narva2024 channels, as has been the worrisome topics were youth exodus ble results in building trust between the Vulnerable groups are hidden and stig- wards sustainable, long-term outreach case throughout the candidacy period. and unemployment. The most com- Narva2024 team and local cultural op- matised. In their communications with and community engagement from all Although a simple solution, it has only mon word associated with Narva was erators and had a significant impact on the organisers of Stoke Mandeville applicants. This approach will create become the norm in the last few years. “home”. the participation of local cultural oper- Paralympic Games or the 1976 To- a win-win situation — members of the Several projects within the programme The Narva2024 Facebook page is re- ators in the open call for ideas. rontolympiad, Soviet Union officials most vulnerable communities will de- will also address the language issue — 64 Narva. Candidate City European Capital of Culture 2024 Narva. Candidate City European Capital of Culture 2024 65 4. Outreach 4. Outreach

e.g., literature and poetry as well as pride. Programmes of storytelling will lar situation. The training, team build- • “Culture should be provided by the • Producing content that will bring in audience-development strategy of indi- stand-up comedy programmes in three also liberate people from the burden of ing, and prepping of the network will state, so should be free” attitude; people from the outside, who will vidual arts organisations is not effective. languages — encouraging people to being forced to subscribe to a particu- help bridge the Narva and Virumaa re- • Lack of participation; act as validators for the production’s Thankfully, major institutions in Narva study languages and overcome insecu- lar culture, mindset, or ideology. gion, split by a language gap and differ- • Lack of accessibility for people with value and the region, such as Narva Museum, rity due to the language gap. ent urban/rural backgrounds. By 2024 special needs; • Engaging the local community, espe- Jõhvi concert hall, Narva Art Residency The issue of youth exodus will be ad- we aim to build up a community of at • Narva is isolated and mentally “far cially youth, in co-creating — instill- or Vaba Lava Theatre have audience Conscious involvement of vulnerable dressed through a dedicated strand of least 500 volunteers. away” from, and for, the rest of ing them with pride at being co-re- development plans in place, which are communities in the preparation and the Narva2024 programme called “Fu- Estonia. sponsible for a major event also actively implemented. The com- execution of the various parts of the ture Patterns”, which aims to create a Access to varying potential groups of While all of these challenges still ring • Contextualising mon traits of those plans are: ECoC programme, accomplished by: springboard for young talent, valuing volunteers: true, as a result of our outreach efforts The theatre piece “Kremli ööbikud” 1. Keeping accessibility for physi- intercultural dialogue as well as inter- and also by analysing the events that produced by Tartu Uus Teater, which Bringing content, speakers and events cally or mentally impaired audi- national and cross-sectoral co-produc- Youth — In Narva via Vita Tiim, constituted the extraordinary summer took place in Narva, Kreenholm, in Au- into the region from the outside, build- ences and/or co-creation opportuni- tion. Youth want to live and invest in a Narva Youth Centre, schools, Narva of 2018, our understanding of them gust 2018, serves as a showcase of a suc- ing acceptance of various displays of ties among the selection criteria for place they can call “cool”. For the last college of Tartu University, and in near has grown more refined during the sec- cessful effort in audience building. It re- culture and illustrating a variety of projects. few decades, Narva was anything but future, Narva College of the Defence ond stage of the bid. volved around the life and work of the viewpoints; 2. Requiring all venues, festivals, and that, but the ECoC process and the in- Academy; in the region — via local Namely, what we’ve realised is that all-Soviet phenomenon, Jaak Joala, and organisers willing to participate crease in cultural offering has already youth clubs, schools, and vocational there is a habit of attending cultural took place in Kreenholm, which hap- Engaging the local youth through vol- in Narva’s ECoC programme to started reversing that feeling. For ex- training facilities by utilising their own events, but those events lack diversity, pens to stand on Joala street (contextu- unteering and customer service jobs. demonstrate how their events will ample, the theatre piece “Kremli ööbi- communication channels, peer-to-peer and the potential audience lacks inter- alising). With an audience of more than This enables the youth to gain inter- be made accessible to disadvantaged kud” was an excellent example of influence, organised regular events of est in anything else – a typical challenge 24 000 people, it brought more pub- personal skills and form new friend- groups. successful youth engagement, and defi- team-building, Narva2024, and social anywhere, no doubt, but especially ex- lic to Narva from other parts of Esto- ships but also grants them access to the 3. Provide sign language interpretation nitely qualified as “cool”. Another media channels. acerbated in Narva. nia than any other event in history (big production, which quite often motives and support services at major events shining example is the theatre centre Narva has felt culturally isolated ever enough, validation by outsiders). By them to take up creative activities of taking place as part of the ECoC Vaba Lava that opened its doors in De- Elderly — Via organisations of re- since Estonia restored its independence. engaging locals as artists, production their own; programme. cember 2018, and whose customer ser- tired workers (Club Kreenholm, etc.), The professional culture in Estonia is teams, contractors, and volunteers, the 4. Continuing the tradition of “The vice team is mainly comprised of local day-centres for the elderly, libraries, so- predominantly being presented and performance created an incentive for Using the organisation’s real estate for University of the Dignified” youth. The programme of Narva2024 cial workers, and datsha communities. performed in the Estonian language, the family members and friends of the activities that engage larger external (“Väärikate Ülikool” in Estonian) will expand youth volunteering and (Here we rely on peer-to-peer network- and thus, excludes Russian-speakers due local crew to overcome the barrier of audiences, but are still connected to the that was started by the Narva Col- participation and help build pride in ing and events, as this target group to the lack of language skills or lack of the unknown and experience the per- arts; lege of Tartu University and that our youth that will benefit the whole tends not to use social media channels.) information in accessible channels. formance (engagement). This created a engages the elderly in lectures and community. Furthermore, using the This has generated an environment sense of pride and prestige within the Already in place in many cases is a workshops. ECoC title as an invitation, we will Long-term unemployed, addicts, of- where, for a large portion of the popu- local community and a sense of be- system of special participatory pro- 5. Organising several dedicated call talent who already left Narva to fenders — Via social workers, NGOs lation, the only accepted culture is clas- longing to the wider Estonian creative grammes for schools. For example, events that will draw together peo- come to rediscover the place they left already engaged in rehabilitation activ- sical or nostalgic. Considering relatively community. Narva Museum runs a summer Craft ple with disabilities and encourage for hopeless and asking them to re-en- ities, and neighbourhood communities. low incomes, this is what the locals save A similar approach was taken by the Masters Academy, wherein artisans, them to celebrate their uniqueness, gage with the local community by pro- for, and no energy or financial resources music festival Station Narva, which who use 17th-century handicraft tech- thus, growing a sense of belong- viding inspiration and tutoring to the Narva2024 partner organisations are are available for expanding horizons. brought a large international crowd to niques in leather, textiles, pharmacy, ing to a broader community of peo- local youth. encouraged to approach their stake- Hence, today we find ourselves in a sit- Narva, engaging local cultural produc- or pottery, teach visitors to make small ple as opposed to facing their chal- holders directly to form special interest uation where: ers as a core part of the team, and took souvenirs for themselves such as a lenges alone. Although the coming Volunteer Network volunteering opportunities. • The youth are apathetic to whatever place across the city, including shopping leather-bound notebook or a loaf of together of people with disabilities culture there is, as very little of it ca- malls, backyards, and garages, and fea- bread. was accomplished long ago in West- The build-up of the Narva2024 vol- ters to their needs, and thus, are left tured local musicians alongside interna- ern-European society, Narva lags unteer network started during the first EXPLAIN IN DETAIL YOUR out altogether; tional stars. On top of that, the municipality reg- behind. That is why we believe that, phase of the bidding process as young STRATEGY FOR AUDIENCE • The professional Estonian culture Although criticised beforehand for ularly engages the youth for volun- although outmoded by contem- people involved with the youth organ- DEVELOPMENT, AND IN seldom receives a positive response being “not for Narvians”, both events teering through the activities of the porary practice, a few events that isations Vita Tiim and Narva Youth PARTICULAR THE LINK from the locals, and therefore, has lit- were a huge success, had zero negative Narva Youth Centre and students of art would bring together people with Centre were engaged in spreading the WITH EDUCATION AND THE tle motivation to bring anything in as feedback from the local community as schools for design-related initiatives. disabilities is an essential step in the word, collecting citizens’ feedback and PARTICIPATION OF SCHOOLS. nobody is buying it; indicated by the local press, and are set Using these examples as guides, Narva ECoC context. acting as multipliers of the Narva2024 • The diversity of cultural product de- to repeat in 2019. Several smaller arts Narva2024 will guide other local arts process. Also, there is a network of PROBLEM STATEMENT: creases year by year, resulting in a yet organisations in Narva have experi- organisations to develop their own au- Gradually battling the austerity of im- highly professional volunteers due to more isolated environment. mented with performing concerts in dience-development strategies and tools agination and lack of trust through the multiple large-scale events happen- Based on research conducted in the shopping centres and hospital, so there for audience engagement. collaborative creative process, starting ing around the region such as the an- preparation of the application, access to Solutions: is an emerging practice of bringing arts with small-scale but sustainable inter- nual Energy Run. The core team will culture has a high threshold and experi- to where the potential audiences are. 3) Youth engagement ventions we can make cases of. We will expand to schools and universities but ences many challenges. During pre-se- Our audience development strategy is This can be built on, and value added use artistic interventions and residen- also other social groups, like the elderly, lection, we identified the following chal- built around three main pillars: by, international art organisations as ECoC will give the local young peo- cies within the vulnerable communities to create a volunteer network that en- lenges that need to be addressed by well. ple a chance to redefine and expand to explore solutions and encourage ac- gages different social groups. Volunteer the Narva2024 audience development 1) Programme development Our ECoC programme was built with the meaning of the term “culture” for tive citizenship. A substantial effort in training will start in 2020 on a regular strategy: these observations in mind. themselves. In the years leading up to capacity building will need to be done. basis and also address culturally and • Language barriers; The summer of 2018 has shown us that the title year, Narva2024 will build a Our programme pillar “Untold Sto- linguistically diverse groups and lead- • Lack of habits of culture consump- there is a way to break the pattern out- 2) Institutional strategy large network of volunteers involving ries” is based mainly around initiatives ers. The Tallinn 2011 volunteer net- tion and creation; lined above, and it involves four things: all age groups, focusing foremost on that empower the local community and work’s know-how will be transferred • “Culture is expensive and a waste of • A production big enough to at least The audience-development strategy of schools and youth through a variety of that provide a sense of belonging and and adapted to the Narva2024 particu- money” attitude; intrigue the local population the ECoC cannot be successful if the activities, aimed at creating the habit of 66 Narva. Candidate City European Capital of Culture 2024 Narva. Candidate City European Capital of Culture 2024 67 4. Outreach

arts participation. Beyond direct work volume of cultural offerings has its im- with and by students, schools serve as pact on kids. For example, Vaba Lava entry points into wider communities via was mentioned as a welcomed new ad- 5. Management families as well as venues for community dition to Narva’s palette since it offers activities. Young people will be included an entirely different set of experiences in the governance of the ECoC founda- not before available. So, in this particu- tion through the creation of a youth ad- lar case, more is better. And ECoC will visory board, which already converged definitely provide more. during the preparation of this BidBook. International and Estonian artists will E. FINANCE be encouraged to create multi-genre art productions with the schools, art Operating budget for the title year schools, and youth organisations of Narva and the region, also involving dif- Income to cover operating expenditure: ferent ethnic communities. The teach- ers and administrators at art schools Total income to cover operating From the public From the public From the private From the private could act as powerful supporters and expenditure (in euros) sector (euros) sector (%) sector (euros) sector (%) messengers; however, they will need em- 20 000 000 18 800 000 94% 1 200 000 6% powerment and capacity building. Based on our communication with the local schools, it seems that culture is in high esteem in schools around Narva Income from the public sector: and the surrounding area. At the begin- ning of each school year, all class teach- Income from the public sector to cover operating expenditure in euros % ers are required to submit their plans for excursions, cultural events, and other National government 10 000 000 50 activities, so there is a clear plan of what City (narva) 7 000 000 35% kind of undertakings the students will participate in. Going to theatre perfor- Region (Other municipalities in the region) 1 000 000 5% mances and visiting exhibitions is stand- ard practice in literature and art lessons EU (with exception of the Melina Mercouri Prize) 500 000 2,5% for example. Kids also organise plays, dance performances, etc. So all seems Other (project support from public institutions) 300 000 1.5% well with culture. The problem is that, as we also men- Total 18 800 000 94% tioned in the previous sub-chapter, it tends to be a lopsided definition of culture. Also, schedules are tight, and Have the public finance authori- budget for the year 2020 will be drawn What is your fundraising strategy teachers demand their subject be made ties (City, Region, State) already and voted on in December 2019. to seek financial support from a top priority, viewing extracurricular voted on or made financial com- Regionally, the ECoC initiative is high Union programmes/funds to activities as a nuisance. The extracur- mitments to cover operating ex- on the priority list, having been in- cover operating expenditure? ricular activities leaders of schools tend penditure? If not, when will they cluded in the Strategy of the Ida-Viru to be unbendable and unhappy when do so? area for the period 2019–2030+, which We will be working hard to access our- children want to do something new. all municipalities of the region need selves as well as through our partners In Narva, we are facing the same en- Narva’s City Council voted on fund- to comply with. After the abolition of additional EU funds, in particular Cre- trenched problem that Pink Floyd sang ing for the European Capital of Cul- the system of county governments in ative Europe, COSME, Horizon 2020, about and Sir Ken Robinson gave his ture expenditure by voting on the Cul- 2017, there are no regional authorities Interreg and Erasmus+ (incl. sub-pro- record-setting TED talk about: How do tural Strategy. The Cultural Strategy that provide funding in Estonia, and grammes Comenius, Erasmus, Grundt- we make sure that the well-meaning but was proposed and accepted unani- local funding will need to come from vig, Jean Monnet, Leonardo da Vinci). set in its tracks school system does not mously at the City Council hearing the budgets of the municipalities them- We will collaborate with local and re- kill children’s bursting creativity? on 20.06.2019, and came into force selves. Along with the Strategy, all area gional information desks (Creative Eu- We do not have the answer yet. But we on 01.07.2019. In addition, the City’s municipalities pledged to support the rope Desk in Estonia, Interreg offices) to will start by initiating a study — in coop- Strategic Plan is currently being re- ECoC initiative, signing a joint agree- organise information days and capacity eration with the Narva College of Tartu vised to include funding for the Euro- ment at the beginning phase of candi- building initiatives. Since Narva2024 as University — regarding the real benefits pean Capital of Culture for the period dacy. Therefore, commitments were re- an organisation will only be set up after of ”prescribed culture” in schools and 2020–2024. The previous version of ceived, but specific financial allocations the conclusion of the candidacy pe- whether it has any genuine impact on the Strategic Plan, was developed dur- will be made during the compiling of riod, it will not be automatically eligible the behaviour and level of happiness in ing the pre-selection phase, and already individual budgets between October– for funding, and in the first half of the children, as well as culture consumption included the European Capital of Cul- December 2019. preparation period for the title, and will, later in life, across ages. We understand ture action but did not specify finan- The Estonian government decided on therefore, rely on its network of part- it might take longer than 2024 to com- cial commitments. The revised Strate- co-financing principles of the ECoC on ners for attracting European funding for plete this study, but it is worthwhile. gic Plan along with the financial plan August 30, 2018, allocating a maximum the programme. With this in mind, our Another thing pointed out by school for the years 2020–2024 will be voted sum of €10 million to match the other strategy for attracting European financ- leaders is that the pure diversity and on in October 2019, and based on it the contributions. ing is based on five major pillars: 68 Narva. Candidate City European Capital of Culture 2024 Narva. Candidate City European Capital of Culture 2024 69 “Artists are like wild animals, unconsciously perceiving the spirit of a fair creative environment. They are impossible to deceive.”

Art Club RoRo in Narva

Roman Boiko The founder of Art Club Ro-Ro in Narva How was Art Club Ro-Ro born, the cultural hub right on the border of Russia, and what keeps it alive?

The idea of the club came about when I had a small basement bar in the centre of Narva. At some point, I felt like I lacked fresh air and nature. In that sense, Ro-Ro was a whole new level, where I tried to com- bine nature, music and atmosphere. Of course, first and foremost comes the atmosphere that should influence the creativity of artists, and provoke peo- ple-to-people cultural and thought exchange. This is the place where everyone — from the musicians to the carpenters or welders — can showcase their creations. The determination and endurance of our staff con- tribute to the survival of the club. This is a genuinely Narva-like nonsense behaviour — one simply must not give up. Young artsy people are very aware of it and find the output for their talent here. Artists are like wild animals, unconsciously perceiving the spirit of a fair creative environment. They are impos- sible to deceive.

Ro-Ro is a true DIY hub that does not seem to suf- fer from a post-industrial identity crisis. What could the national cultural institutions take away from your brave punk ideology?

The club works as one organism. Musicians, wait- ers, visitors – they all work towards a common goal and enrich one another creatively. This is the key to success, and such an approach could be used, for example, in higher-education institutions where art students would study side by side with the students of technical disciplines. It’s vital that everyone have a good time here — the old and the young, the rich and the poor, the common people and the decision makers..

Your club is located directly on the river separating the two countries and world orders. How many Rus- sian cultural enthusiasts visit your club, and how do you distinguish them from the locals?

I wouldn’t say they are so different. We have visitors from St. Petersburg and Moscow, and you do not even realize they are from the big cities. People’s attitudes are changing rapidly on both shores of the river. Perhaps that’s the way to move on to better things.

Why should Narva become the European Capital of Culture in 2024? Where are you and your family from originally? For Europe to realize how big it really is, and how I can say that my daughter is studying at the same many new and extraordinary things have arisen here school in Narva where her great grandmother and that now also have to be taken care of. The title of grandmother studied, and her mother and father the Capital of Culture could be a great help for Nar- also studied in Narva. My family comes from the vians who feel unhappy here for some reason so Old Believers’ region of Lake Peipsi, but as my en- that they will be able to see their future in this city. tire life is connected to Narva, I feel like a native Only culture can achieve that. Employment alone of Narva and don’t associate myself with any other doesn’t create human dignity. But culture must not city. At the same time, the influence of the Old Be- be controlled; culture must develop independently. lievers has always remained very strong in me. 5. Management 5. Management

1. Capacity building. This is the focus 4. Narva municipality has extensive funding in the second half of preparing Income from the private sector: tions, will include providing buildings reach out and engage them in events of our LEVEL UP NARVA pro- experience in attracting European for the title. However, the general pri- to be touched-up as part of the “Play- and crowdfunding assistance. gramme, which will target all local funding with over €80 million of orities set forth for the period of 2021+ The partnership with the private sec- ground” programme, advertising, sup- And third, since people in this region and regional partners involved in European funding realised over the match the priorities of Narva2024 and tor goes deeper than visibility for com- port for specific events or co-creation prefer face-to-face communication, the ECoC programme, but also all last 15 years, with more than €32 are: panies. For many companies, working within the programme. we will engage the community in “an- other stakeholders in cultural and million additionally secured for pro- • A smarter Europe by promoting in- with the Ida-Viru region is part of their alogue” crowdfunding events carried creative sectors, in order to improve jects currently under development. novative and smart economic trans- CSR strategy as well as their compet- Large companies needing out in cooperation with financial busi- their effectiveness in attracting ad- 5. Attracting European funds through formation - corresponding to “Fu- itiveness strategy, as they are ready to clientele nesses and StartupEstonia. We will also ditional financing, including Euro- Estonian organisations such as En- ture Patterns”. invest in the area to find highly quali- organise meet-ups aimed at discussing pean funds. terprise Estonia, various initiatives • A greener, low carbon Europe by fied workforce for their local operations. During the development of this bid, ideas and finding volunteers and in- 2. Internationalisation. We will moti- by the Ministry of Culture, Ministry promoting clean and fair energy Key companies in Estonia have their we organised workshops with private kind contributors for implementation vate local partners to participate in of Finance, and others. transition, green and blue invest- strategy for marketing to and commu- sector representatives, including tele- of the initiatives regarding Narva2024. international networks (such as Hor- In addition to European funding, there ment, the circular economy, climate nicating with Russian-speaking target communications, financial institutions Such community-based funding events ison 2020, COSME, Interreg, and are several regional funding opportu- adaptation and risk prevention - cor- groups. Another crucial element in rela- and banks, development and construc- will likely be our most vital undertak- others) because those networks are nities such as: Nordic Council of Min- responding to “Manufacturing Fu- tions with private enterprises is that we tion, transportation, and other sectors. ings since they will help us solve a lot of among the most successful in secur- isters, Nordic Culture Fund, Baltic tures” - “Resources and Energy”. do not want only their financial support All recognise great potential in the re- otherwise tricky issues — for example, ing funding. Given Narva’s loca- Culture Fund, Embassies, etc. These • A more connected Europe by en- for the ECoC project, we also want the gion of Virumaa but feel that invest- housing. A community of locals willing tion on the border of the European funding opportunities will be used to hancing mobility and regional ICT private sector to be very involved in de- ment potential is still lacking. ECoC to open up their homes to host incom- Union, special funds geared towards gain more partners and visibility in the connectivity - corresponding to veloping long-term sustainable solutions provides both the activity needed and ing artists will end up providing the art- European–Russian cooperation will Nordic-Baltic Region. We will be pri- “Kreenholm — A City within a for the region. great marketing possibilities for these ists with unforgettable experiences and constitute an additional source of marily targeting support for projects ad- City”, “Playground”. kinds of companies. In this case, the will equal thousands of euros in savings financing. dressing engagement of new audiences • A more social Europe by implement- Heavy industry strategy is built around investing in a on lodging expenses for the Narva2024 3. We will also use the expertise of our (“Women’s Voices”, “Who Am I”), ing the European Pillar of Social joint marketing campaign creating a programme. strategic local (e.g., Music Estonia, but also capacity building programme Rights - corresponding to “Women’s The bulk of our private sponsorship snowball effect of visibility for all par- Estonian Contemporary Art Devel- LEVEL UP NARVA. We will collabo- Voices”, “From Salzburg to Sompa” is expected from key Estonian com- ties involved. Merchandising opment Center, Narva College of rate with Kaunas2022 to launch joint and “Future Patterns”. panies who prioritize the Ida-Viru re- Tartu University, NGO Uus Sild, projects with the support of Baltic Cul- • A Europe closer to citizens by fos- gion. Mostly, these are large industrial Local Small & Medium Enter- Various merchandising options will be and others) and international part- ture Fund’s annual call for applications. tering the sustainable and integrated companies that have a strong legacy in prises (SMEs) explored and will vary depending on ners (e.g., European networks such Since the current financing period of development of urban, rural and this region. These include Estonia’s en- the programme, but all will adhere to as European Creative Business Net- European Structural Funds is coming coastal areas and local initiatives - ergy producer Eesti Energia; the com- For local SMEs, ECoC represents feel- a consistent style that will be developed work, Trans Europa Halles, Euro- to a close and the conditions of funding corresponding to “Kreenholm — A pany operating oil shale mines and re- ing pride in their town, and their people. in early 2020. pean Centre of Creative Economy, for the period starting in 2021 are still City within a City”, “The Bridge”, finement plants, Viru Keemia Grupp This was clearly illustrated during the and others) in attracting European in development, it is hard to know how “Playground” and “Waterfront”. (VKG); a branch of the Finnish con- civic campaign in early 2019 to resume Patronage training funding. Narva2024 will apply for European glomerate Fortaco, and others. We also preparation of the ECoC bid. Hence, approached new industrial companies we will encourage small and medium Donating and patronage are not wide- According to what timetable should the income to cover operating expenditure be received by the city and/ establishing themselves in areas oper- enterprises to get involved in the pro- spread practices in our region. There- or the body responsible for preparing and implementing the ECoC project if the city receives the title of ated by Ida-Viru Industrial Areas Fund. gramme on different levels. We will also fore, relying on our partners who have European Capital of Culture? All of these companies are very inter- offer the SMEs a tiered support package been successful in securing such sup- ested in supporting Narva2024, but for they will be able to choose according to port, we will use Narva2024 as an ed- Source of 2019 2020 2021 2022 2023 2024 - 2025 Total them, it is not about publicity: it’s about their desired contribution. In exchange, ucation platform regarding the var- income for ECoC attracting qualified personnel. In Narva, they will receive a special poster/sticker ious ways and benefits of intelligent operating year expenditure companies struggle to bring in quali- announcing their contribution to the and sustainable giving. This will be fied staff due to the perceived hopeless- programme, and will officially become a done without any obligation to support EU 100 000 200 000 200 000 500 000 ness and boringness of the area. “Our supporter of Narva2024, becoming el- Narva2024 activities specifically, but people have to do something after 5 igible to receive supporter information give to cultural causes of choice — em- National 500 000 500 000 1 000 000 3 000 000 4 000 000 1 000 000 10 000 000 PM and right now there just isn’t much as well as contribute by hosting events powering a community of patrons who government around”, they say. Meanwhile, potential within the Narva2024 programme. will help ensure the sustainability of City 140 350 239 650 420 000 800 000 1 400 000 3 800 000 200 000 7 000 000 employees in the region, having worked Narva’s cultural life beyond the ECoC in 20th-century industry for most of Crowdfunding title year. their lives, arguably lack the skills or the Region 60 000 80 000 110 000 200 000 500 000 50 000 1 000 000 attitude required for 21st-century indus- Crowdfunding will take multiple forms. trial jobs. First, we will use traditional digital This is why companies like Eesti En- crowdfunding tools, such as the Esto- Sponsors 50 000 125 000 150 000 225 000 550 000 100 000 1 200 000 ergia, VKG, or Fortaco stand to seri- nian hooandja.ee platform, to offer peo- ously benefit from the ECoC. On the ple the opportunity to support specific Other 25 000 25 000 50 000 50 000 100 000 50 000 300 000 one hand, the title will generate a signif- events or actions within the Narva2024 icant amount of activity that will help programme. Total 140 350 874 650 1 150 000 2 210 000 5 075 000 9 150 000 1 400 000 20 000 000 motivate personnel to move more will- Second, just as with outreach, we will ingly. On the other hand, Narva2024, engage people who formerly called % of total budget 0.7% 4.3% 5.8% 11% 25.4% 45.8% 7% 100% which prominently features technology Narva home but moved away or who and the reimagining of industry, pro- have roots in the region. Considering vides companies the needed access to how many people have left Narva be- new talent. Their confirmed contribu- hind, ECoC will be a great excuse to

74 Narva. Candidate City European Capital of Culture 2024 Narva. Candidate City European Capital of Culture 2024 75 5. Management 5. Management

Operating expenditure: the meantime, a few projects received house, among other things, the fa- the ECoC title year. funding, or their funding was revised mous model of Old Narva by Fjodor Since the current financing period of Programme Programme Promotion Promotion Wages, Wages, Total of the — hence the changes. None of the pro- Shantsin, thus taking an important European Structural funds is coming to expenditure expenditure and and overheads overheads operating jects have been cancelled or otherwise step towards reconnecting the city’s a close — and the conditions of funding (EUR) (%) marketing marketing and admin and admin expenditure (EUR) (%) (EUR) (%) jeopardized. lost past with the future. Archaeolog- for the period starting in 2021 are still in Another significant investment cur- ical surveys are under way on site. development — it is hard to know pre- 12 957 088 65% 3 274 088 16% 3 768 824 19% 20 000 000 rently being realized, but which only • Development of the area around the cisely how the city will be applying for partially pertains to the ECoC, is the residence of Peter I the Great into European funding beginning in the new construction of the Narva College of an archaeological park. An architec- cycle. However, the general priorities set Planned timetable for spending operating expenditure: the Academy of Security Sciences in tural competition for this area was forth for the period of 2021+ are: Narva, which will be ready by Septem- held in 2017 with the winning entry • A smarter Europe by promot- Timetable Programme Programme Promotion Promotion Wages, Wages, Total: ber 2020 and is fully funded by the na- proposed by KoKo Architects. ing innovative and smart economic for expenditure expenditure and and overheads overheads tional government with a total cost of • Full reconstruction of the Kreen- transformation, spending (EUR) (%) marketing marketing and admin and admin (EUR) (%) (EUR) (%) €18.5 million. This will be the second holm stadium, including a seating • A greener, low carbon Europe by major higher education institution in arena, which would increase the sta- promoting clean and fair energy 2019 35 088 25% 35 088 25% 70 174 50% 140 350 Narva, alongside the Narva College of dium capacity and allow it to host transition, green and blue invest- Tartu University, with synergy expected national and international sports ment, the circular economy, climate 2020 440 000 50% 79 000 9% 355 650 41% 874 650 to arise between the two. competitions, Dance festivals and adaptation and risk prevention, other mass events. • A more connected Europe by en- 2021 600 000 52% 92 000 8% 458 000 40% 1 150 000 Have the public finance au- In Virumaa: hancing mobility and regional ICT 2022 1 283 500 57% 300 000 13% 680 000 30% 2 263 500 thorities (city, region, State) al- • Construction in Rakvere of Arvo connectivity, ready voted on or made finan- Pärt Concert House. • A more social Europe by implement- 2023 2 943 500 59% 1 228 000 24% 850 000 17% 5 021 500 cial commitments to cover capital • Reconstruction of the old railway ing the European Pillar of Social expenditure? station in Jõhvi into a multifunc- Rights, 2024 - ECoC 6 855 000 75% 1 300 000 14% 995 000 11% 9 150 000 tional exhibition hall. • A Europe closer to citizens by fos- year Yes. All projects constituting the tables tering the sustainable and integrated above have their funding confirmed. What is your fundraising strategy development of urban, rural and 2025 800 000 57% 240 000 17% 360 000 26% 1 400 000 There are several more projects planned to seek financial support from coastal areas and local initiatives. Total 12 957 088 65% 3 274 088 16% 3 768 824 19% 20 000 000 to be realized in the framework of the Union programmes/funds to Since applications for funding in the title year, among them: cover capital expenditure? cycle of 2021+ are not expected until In Narva: approximately 2022, the city is cur- By 2022, Narva will establish a NARVA gramme. The programme will include • Construction of the second stage of Since Narva became eligible for apply- rently researching possibilities to fit pro- LEGACY programme to cover years a financing commitment to continue the Stockholm Square in the Old ing for European support in 2004, the jects outlined in the previous sub-chap- 2025-2030 (the last year of the current building on the success of ECoC2024, Town, behind the historic City Hall. city has been able to secure more than ter to the above priorities and will have Cultural Strategy). The Narva2024 including funding from Narva, regional In its complete form, the square is €80 million in European funding, in- a more detailed plan by 2021. Some Foundation will carry out its activities at municipalities, private sponsors as well to become the city’s main public cluding €58 million in capital invest- projects, for example, the establishment least until the end of the LEGACY pro- as the Melina Mercouri Prize. square. ment for infrastructure, and with an- of the history museum or the develop- • Reconstruction of the lost residence other €32 million secured for projects ment of the archaeological park, are set Budget for capital expenditure: of Peter I the Great located in the currently under development. as high-priority projects and are, there- Old Town of Narva, also known as The strategy has been to methodically fore, planned to be realized by 2024 What is the breakdown of the income to be received from the public the J. Niiman residence — and es- apply for funding in all relevant areas of using the city’s own budget or state sector to cover capital expenditure in connection with the title year? tablishing it as Narva’s historical mu- support for projects in the city’s Strate- support, if EU funding does not come seum. This new museum will show- gic Plan. This approach will be contin- through. Income from the public sector to cover in euros % case the history of the city and ued throughout the years leading up to capital expenditure According to what timetable should the income to cover capital expenditure be received by the city and/or National government 9 937 113 13.5% the body responsible for preparing and implementing the ECoC project if the city receives the title of Eu- City 12 636 038 17.1% ropean Capital of Culture?

Region (Municipalities of Virumaa combined) 10 380 711 14.1% Source of income for operating 2019 2020 2021 2022 2023 2024 - expenditure ECoC year EU (with exception of the Melina Mercouri 37 156 135 50.3% Prize, City and region together) EU 10 801 440 14 168 600 6 414 700 28 269 28 269 TBC Other (Private investments) 3 700 000 5.0% National government 5 737 794 279 271 321 535 25 619 20 000 TBC

Total 73 809 997 100% City 4 571 369 2 290 326 1 741 516 TBC TBC TBC

Region 4 598 530 2 729 525 2 146 656 300 000 606 000 TBC

This table includes only capital invest- not include sums which are planned but gartens, general city infrastructure, Sponsors N/A TBC TBC TBC TBC TBC ments in major cultural infrastructure not yet confirmed, neither does it in- and the like. The numbers for the re- that have been voted on by all relevant clude amounts pertaining to construc- gion were added to the same table pre- Other (Private investment) 2 550 000 1 000 000 TBC TBC TBC TBC authorities and funding secured. It does tion or renovation of schools, kinder- sented at pre-selection stage, plus, in 76 Narva. Candidate City European Capital of Culture 2024 Narva. Candidate City European Capital of Culture 2024 77 5. Management 5. Management

As the current financing period of the for the period starting year 2021 are still year 2022. For planned projects, please All of the projects mentioned above are above, there are several more projects financing is yet unclear. The largest of European Structural funds is coming to in development, the above table does see below. either under construction or construc- planned to be realized specifically in the these are: a close and the conditions of funding not provide information on projects past tion will begin shortly. As mentioned framework of the title year, for which

Amounts that will be spent for new cultural infrastructure to be used in the framework of the title year: City of Narva:

City of Narva: Name of the project Time period Estimated budget Source

Name of the project Time period Budget Source Stockholm square, II stage 2022 – 2025 3 700 000 NM, EU

Public park dedicated to Estonia’s centennial 2018 – 2021 2 891 585 NM Reconstruction of the J. Niiman residence and 2019 – 2022 3 000 000 NM, NG, establishment of a history museum EU Victory park 2019 – 2021 1 795 901 NM Development of an archaeological park in direct 2021 – 2024 2 000 000 NM, NG, proximity to the J. Niiman residence EU Rugodiv Culture center reconstruction 2016 – 2019 3 057 105 NM Reconstruction of the Kreenholm stadium 2019 - 2021 7 000 000 NM, NG Renovation of historical town hall, town hall square 2019 – 2021 7 199 103 NM, EU

Stockholm square, I stage 2019 - 2021 1 015 507 NM, EU Virumaa (including the town of Rakvere): Narva bicycle lane network development 2016 – 2021 7 469 469 NM, EU Name of the project Time period Estimated budget Source Reconstruction of Narva’s bus and railway station 2016 – 2019 1 634 023 NM, EU Construction in Rakvere of Arvo Pärt Concert House 2022 – 2024 14 150 000 VM, NG, Reconstruction of Narva’s Blind garden 2017 – 2019 1 073 143 NM, EU EU

Renovation of the downtown yacht marina 2019 – 2020 477 584 NM, EU Reconstruction of the old railway station in Jõhvi into a 2019 - 2021 530 000 NM, NG multifunctional art house/exhibition hall Narva river promenade, II stage 2019 – 2021 1 930 992 NM, EU Legend: NM – Narva municipality, VM – Virumaa regions municipalities, NG – National Government, EU – European Union funds Narva Kulgu port grounds renovation 2019 – 2021 259 220 NM, EU

Vabalava Theater center + OBJEKT Creative 2018 – 2019 6 850 000 NG, PI All planned projects mentioned here are incubator in the strategic plans of relevant munic- ipalities, and funding is already applied Narva Muuseum 1 (Works inside the castle’s eastern 2018 – 2020 4 797 883 NG, EU for or being researched. wing and new exhibition) Also, the city of Narva is currently in Narva Muuseum 2 (Works in the Western yard) 2019 – 2022 2 988 565 NG, EU the preparation or financing stages with various infrastructural projects, Textile museum and discovery center in Kreenholm 2019 - 2020 5 000 000 PI, EU among them reconstruction of two high schools, upgrading the city’s street light- ing system, reconstructing the major Virumaa (including the town of Rakvere): TEN-T international highway, and others. Name of the project Time period Budget Source In addition to the above, our neigh- Sillamäe Sea promenade 2098 – 2021 5 302 678 VM, EU bor across the Narva river, Ivangorod, has its own infrastructure development Kiviõli central square 2020 330 000 VM, EU plans. By 2022 Ivangorod plans to ex- tend their river promenade by 500 me- Prolonging the central promenade of Jõhvi towards 2019 – 2021 3 031 950 VM, EU ters, symmetrically to Narva’s exist- south-east direction of the town ing river promenade – a project funded through the programme “III phase of Building a multifunctional stadion & playground to the 2019 – 2021 2 238 518 VM, EU Jõhvi campus area integrated development of the histori- cal ensemble of Narva and Ivangorod Reconstruction of Jõhvi central park 2019 - 2023 1 741 000 VM, NG river banks”, amounting to a total of €2,5 million, Reconstruction of Tammiku hiiekoht (pre-Christian 2019 – 2021 145 200 VM, NG • reconstruct the second historic gun- sacred site near Jõhvi) powder store inside the Ivangorod Vallimägi outdoor concert site (Rakvere) 2019 – 2021 5 611 352 VM, EU fortress – a project funded through a joint programme with Narva castle, Pikk street (Rakvere) 2019 2 288 599 VM, EU amounting to a total of €3,5 million, • increase the throughput of the Vocational School dormitory (Rakvere) 2019 4 600 000 NG Ivangorod border patrol station by 30%. Legend: NM – Narva municipality, VM – Virumaa regions municipalities, NG – National Government, EU – European Union funds, PI – Private investment

78 Narva. Candidate City European Capital of Culture 2024 Narva. Candidate City European Capital of Culture 2024 79 5. Management 5. Management

F. ORGANISATIONAL STRUCTURE and its actions. consist of three branches: lic relations, interfacing with the press, For external monitoring and reporting, • The Cultural Programme and marketing. Given Narva’s position Narva2024 is planning to employ the Department on the border with Russia and a focus ounder help of KEA European Affairs, using • The Communications and Market- on cross-border programming, the De- a separate Auditor for ongoing tracking ing Department partment’s Communications and of Narva2024 progress. • The Administration and Financial Marketing Team will include a sep- uperviory Counil The Artistic Director will have at their Department arate International Communica- disposal an international Artistic Coun- tions Manager, a Russian Com- cil, formed of experts and artists on the Cultural Programme Department munications Manager and an local, national, and international lev- Outreach Manager who will be re- dviory Counil els. The Artistic Council will be an in- An Artistic Director will head the sponsible for local communications. dependent body tasked with advising Cultural Programme Department. The The Outreach Manager will be avail- the Artistic Director on matters re- Artistic Director will be selected via an able within the region to answer ques- eneral irector rtistic irector out dviory oard rtiti Counil lated to programme development and international call and will be profession- tions, participate in informal gatherings, implementation, participating in the ally responsible for executing the cul- and act as the general point of contact assessment of project ideas sourced tural programme of Narva2024 as well for the local community on any issues uditor through open calls, as well as guaran- as representing Narva2024 in matters about the candidacy. In the beginning teeing the balanced artistic direction of of artistic vision and the global agenda. phase of the preparation process, mar- ead of nternational Narva2024. The Artistic Director will also supervise keting activities will be executed by the ffair and On matters of communication, the Cul- the work of the Programme Team, Head of Marketing, with an assis- artnerip tural Programme Department and the who will be responsible for the devel- tant added later in the process and most Communications and Marketing De- opment of the Narva2024 seven pro- of the branding and design outsourced. partment will need to work together, gramme strands. In that capacity, the The Communications Team, assisted by ensuring that communications and pro- leaders of individual programmes will a Social Media Manager, reports di- gramme support each other. The Gen- be responsible for ensuring local, re- rectly to the Head of Communications dinitration and Couniation and Cultural rorae inanial epartent aretin epartent epartent eral and Artistic Directors will need to gional, national, and international part- and Marketing. The team will need to find agreement on strategic messaging nerships for and the timely develop- be a closely-knit unit, responsible for and communication priorities. ment of their respective plans. Working the consistent but nuanced representa- The principles for setting up the legal closely with the Artistic Director, the tion of Narva2024 across various chan- dinitration ead of Couniation rorae body will be guaranteeing that the or- team leaders will ensure the consist- nels and target groups and coordinat- anaer and aretin ea ganisation is ency of the overall cultural programme ing their efforts jointly with the Cultural • De-politicized and decentralised (the of Narva2024. The Artistic Council, Programme Department. organisation has necessary independ- providing advice and guidance for bal- ence for organisational and artistic anced programme development, and Administration and Financial ead of Couniation olunteer and inane and aretin ea opitality Coordinator matters) project managers, working as rep- Department • Open to local, regional, national, resentatives from partner organisations and international partners and individual practitioners responsible The Administration and Financial De- • Transparent (processes are run for the development of individual pro- partment will cover three general direc- undraiin openly and responsibly) jects within the programmes, will assist tions with respective managers, respon- anaer • Diverse (to ensure a balance of gen- the team leaders as well. The Depart- sible for them: der, ethnic backgrounds, social ment will also employ a Volunteers • The Administration Manager groups, and so on). and Hospitality Coordinator to — responsible for staffing, pub- A separate judicial institution — a tor will be responsible for organizing achieving Narva2024’s goal of becom- work closely with the Programme Team lic procurement, logistics, oversight Foundation, which will be explicitly the Foundation’s staff structure via pub- ing a collaboration hub between Eu- How will this structure be organ- and assist programming in the areas of of Narva2024 facilities, infrastruc- established by the Narva and Rak- lic tenders. The General Director will rope, Russia and the rest of the world. ised at management level? Please volunteering and hospitality. ture, scheduling, documentation, and vere municipalities — will manage be accountable to the founders through They will work in close collaboration make clear who will be the per- so on Narva2024. The Supervisory Coun- the Supervisory Council. The General with both the programme and commu- son(s) having the final responsi- Communication and Marketing • The Head of Finance — respon- cil of the Foundation will consist of 7 Director oversees the structure of the nication departments and will answer to bility for global leadership of the Department sible for annual budgeting, reports, members, appointed by the founders, Foundation, which will consist of three the General Director and Artistic Direc- project? and audits and will include representatives from branches: tor with a clear goal of maximizing the The Head of Communications • The Fundraising Manager — as- the two founding cities, plus representa- • The Cultural Programme Depart- international impact of Narva2024. The General Director is ultimately re- and Marketing will lead the Commu- sisting the team with raising sponsor- tives of other regional partners, central ment, headed by an Artistic Director In addition to the Supervisory Coun- sponsible for the global leadership of nications and Marketing Department ship, applying for EU and national government and independent experts. • The Communications and Market- cil, the General Director will be ac- the project. They will oversee the entire with responsibilities across both local funds, coordinating crowdfunding in- The Supervisory Council will be re- ing Department countable to the Foundation’s Advi- structure of the Foundation, which will and international communication, pub- itiatives, etc. sponsible for overseeing and guiding the • The Administration and Financial sory Council, including representatives management of the ECoC preparation Department of the founding members, as well as in- Position / Year 2020 2021 2022 2023 2024 2025 and implementation process concerning A unique feature of Narva2024 delivery stitutional, business, cultural and civic General Director 1 FT 1 FT 1 FT 1 FT 1 FT 1 FT the foundation’s long-term aims. structure will be the creation of a role society partners and representatives A General Director will head the Foun- of a Head of International Affairs and of the Youth Advisory Board — with Artistic Director 1 FT 1 FT 1 FT 1 FT 1 FT 1 FT dation, and will bear ultimate responsi- Partnerships. This role is envisioned to representatives of the founding mem- bility for the success of the ECoC pro- develop strategic global partnerships bers being in the minority. The Advi- Assistant to Directors 1 PT 1 FT 1 FT 1 FT 1 PT 1 PT cess, represent Narva2024 globally, and with governmental, municipal and pri- sory Council, as an independent body, act as a coordinating node for the whole vate institutions, instigating exchange, will guarantee the impartiality, transpar- Head of International Relations 1 FT 1 FT 1 FT 1 FT 1 FT 1 FT Foundation. In that capacity, the Direc- networks and delegations beneficial to ency, and inclusivity of the Foundation 80 Narva. Candidate City European Capital of Culture 2024 Narva. Candidate City European Capital of Culture 2024 81 5. Management 5. Management

Position / Year 2020 2021 2022 2023 2024 2025 Book made apparent the need for more The requirements for the the Gen- public speaking precise artistic and organisational guid- eral Director will be as follows: • Proven expertise in press-relations Programme Team 1 FT/2 PT 2 FT/4 PT 4 FT/4 PT 8 FT 10 FT 1 FT/2 PT ance of Narva2024 during the second • Excellent reputation in working stage of the bidding process. For that The goal of the position: under pressure — from sharp dead- Project Managers 15 SE 20 SE 30 SE 40 SE 50 SE 10 SE reason, during the second phase of de- Keeping the vision on the horizon and lines to crisis communication Volunteers and Hospitality 1 PT 1 PT 1 FT 2 FT 2 FT veloping the bid, the team was revised, finance-deadlines in control; creat- • An ability to motivate and encourage and a specific Project Manager and an ing the best possible working environ- Should any changes occur in the po- Head of Communications and 1 FT 1 FT 1 FT 1 FT 1 FT 1 FT Artistic Director were appointed. ment for the team; and facilitating ex- sitions of the General or Artistic Di- Marketing Since the process of preparing an cellence, quality, transparency, and open rector during the preparation and im- ECoC bid is a process of a community communication. plementation period, an international Communications and 2 PT 1 FT/1 PT 2 FT/2 PT 4 FT 4 FT 1 FT/1 PT jointly struggling through its own vul- Requirements: open call under the above criteria will Marketing Team nerabilities, for the role of the Project • Experience and an excellent reputa- be announced within one month after Administration Manager 1 PT 1 FT 1 FT 1 FT 1 FT 1 PT Manager, we were looking for a person tion in long-term international cul- the resignation of the previous Direc- who could not only lead a team but also tural projects comparable to ECoC tor. The new Director will need to be Finance 1 PT 1 FT 1 FT 1 FT 2 FT 1 FT be trustworthy for the local population, in scale and complexity selected and confirmed by the Supervi- as well as capable of seeing the wider • Awareness of and expertise in na- sory Council of Narva2024. Fundraising 1 PT 1 FT 1 FT 2 FT 2 FT 1 PT context in which Narva finds itself. As tional and international cultural a result, Ivan Sergejev, the chief city strategies and policy, with a focus on POSITIONS PER YEAR 5 FT 11 FT 15 FT 23 FT 26 FT 7 FT 8 PT 6 PT 6 PT 40 SE 50+ SE 6 PT architect of Narva and one of the de- European–Russian relations G. CONTINGENCY PLANNING 15 SE 20 SE 30 SE 10 SE voted promoters of Narva2024 during • Strong communication, marketing, pre-selection, was appointed for the job. management, and fundraising skills Have you carried out/planned a FT - Full time PT - Part time SE - Self-Employed An architect with academic and profes- • At a minimum, proficient in Esto- risk assessment exercise? What sional experiences gained on both sides nian, English, and Russian languages are your planned mitigating How will you ensure that this professional experience, so that the pro- of independent Advisory, Youth, and of the Atlantic, and an impeccable rep- • Experience in leading diverse inter- measures? structure has the staff with the fessionals who ultimately fill the roles Artistic Councils. Meetings and pres- utation as a city employee, Mr. Sergejev national teams appropriate skills and experience are fully capable of delivering Narva’s entations will be held regularly at the is also a “Narvian”. • Excellent skills in negotiations and The contingency plan is based on the to plan, manage and deliver the context. Town Halls of Narva and Rakvere as Ilmar Raag — an internationally ac- diplomacy risk-assessment analysis of Narva’s cultural programme for the Euro- In our list of partners, we are grateful to well as the seats of the other participat- claimed Estonian film director and an • Excellent reputation working under Cultural Strategy, which has been fur- pean Capital of Culture project? have some remarkable institutions and ing municipalities. These meetings will expert in strategic communications — pressure — from sharp deadlines to ther elaborated to include specific risks professionals from across Estonia, Eu- inform authorities about the progress of was appointed as the Artistic Director. crisis communication associated with ECoC implementa- Since the beginning of the candidacy, rope, and Russia securing the highest Narva2024 preparations — ensuring all In addition to his excellent reputation • The ability to inspire and encourage. tion and administration. We have car- we have been fortunate to enjoy na- possible level of delivery on the vision departments of the relevant bodies are as a former executive of the Estonian ried out a detailed SWOT analysis of tional and international interest and of Narva2024. In addition to national fully aware of the Narva2024 process Broadcasting Corporation and his The requirements for the Artistic our strengths, weaknesses, opportu- support. This being the case, as we and international contributors, through and can plan their actions accordingly. trademark creative approach balanc- Director will be as follows: nities, and threats. We have also care- see it, for several reasons. First, Narva our LEVEL UP Narva project, we will There was momentary confusion sur- ing the surreal with the pragmatic, Mr. fully studied the experience of previous is an intriguing place to work since it boost the skills of the local culture oper- rounding how to move forward im- Raag also has roots in Narva, speaks flu- The goal of the position: ECoC cities, both in terms of learn- is not as developed as the rest of Es- ators, young enterprising professionals, mediately after the successful passing ent Russian, and has repeatedly filmed Developing an exciting programme on ing from their experiences and lessons tonia. There is a lot to be done, which and artists. of the preliminary stage of the ECoC in Russia, making him the perfect man the basis of the BidBook to the highest learned as well as studying interim and motivates people who want their work Using the values that have been driv- competition. That experience taught for the job. international standards, in collaboration final reports for all past title-holders. We to feel meaningful. Second, the chal- ing this candidacy — openness; hun- us the most useful tool moving forward, However, it was agreed, that in case with the Programme Team and the Ar- are well aware of serious issues faced lenges that Narva faces as a community gering for meaningful challenge, devel- namely: excellent communication. If Narva is awarded the title of the Euro- tistic Council. Being able to communi- in a number of previous and upcom- are substantial, and the environment it- opment and international affairs; and Narva wins the title, we will continue pean Capital of Culture 2024, an inter- cate this programme to diverse target ing ECoCs, and we are also mindful of self is unique, so the city attracts people tapping into the resources we outlined the open and all-inclusive messaging — national open call for new General and groups as well as a broader local and in- Narva’s own problems and challenges. who are not interested in the typical but in the first paragraph of this section both with the authorities and the civic Artistic Directors will be announced. ternational audience. are instead looking to work hard rising — we are confident we will compile a society (who elects the authorities) — This will be done because we genu- Requirements: Instead of trying to hide or sugarcoat to the challenge. Third, Narva’s geo- team capable of executing the vision of using the guiding principle of our can- inely want the best of the internation- • Experience leading international ar- the problems we faced in the begin- graphical position and focus on being a Narva2024 to the highest standards. didacy. Also, having navigated this dif- ally available professionals to deliver on tistic and/or cultural projects ning of 2019, we have built that expe- hub between East and West render the ficulty, we are now stronger in our the vision presented in this book. • Knowledge of best practices and ex- rience into our risk assessment, and we city an ECoC of strategic international How will you make sure that determination, perseverance, and agil- In the case of a successful bid, the call pertise in the fields of audience -de believe we can deliver better ECoC, not importance. All of this provides fertile there is an appropriate coopera- ity, all of which helped us rebound. The will be announced by the end of Sep- velopment, cultural capacity build- despite those problems but because of ground for an exceptional kind of peo- tion between the local authorities delivery of this BidBook is the symbol tember 2019, with the results expected ing, and community involvement them. We feel more self-confident than ple, whom we will be looking for to fill and this structure including the of that tenacity. by the end of October 2019. The Gen- • A clear vision for implementing the we have felt before. We enjoy the sup- the positions required to execute the vi- artistic team? eral and Artistic Directors will start programme described in the Bid- port of both Narva city council and all sion of Narva2024 successfully. According to which criteria and their work as soon as they take office, Book, together with a skill to com- surrounding municipalities, including If the title is awarded to Narva, an open Narva and Rakvere municipalities will under which arrangements have to devise an action plan by the end of bine diverse ideas and viewpoints Rakvere. ECoC has been included in call will be announced to fill the posi- jointly establish the Foundation to ex- the general director and the artis- 2019 that will encompass the entire pe- into a clear, focused, and communi- all level city strategies together with fi- tions of the General Director and the ecute the candidacy plan. The Gen- tic director been chosen – or will riod of Narva2024. cable plan nancial commitments, which will create Artistic Director — with clear require- eral Director will be accountable to be chosen? What are – or will be We expect the team of Narva2024 to • Awareness of and respect for Narva’s a stable basis for planning and imple- ments concerning necessary experience the founders through the Supervisory – their respective profiles? When consist of talented individuals, bring- cultural context and the resulting pe- menting a high-quality ECoC process. and expertise. The rest of the posts will Council, which will include as members will they take up the appoint- ing their skills and knowledge to the ser- culiarities of the local cultural scene Following risk-assessment and mitiga- be filled via a public tender. The- re representatives of the founding bodies. ment? What will be their respec- vice of Narva. Both the General Direc- • Experience working with diverse in- tion-planning models present the most quirements of these positions will be Hence, there is a direct link between tive fields of action? tor as well as Artistic Director will need ternational teams of experts and critical aspects of the project: complex, valuing tri-lingual communi- local authorities and the structure of the to create an environment for these tal- creatives cation skills, appropriate education, and Foundation, balanced by the presence The feedback on our pre-selection Bid- ents to thrive. • Effective skills in communication and 82 Narva. Candidate City European Capital of Culture 2024 Narva. Candidate City European Capital of Culture 2024 83 5. Management 5. Management

Risk category Potential risks Mitigating measures Risk category Potential risks Mitigating measures

Political and Lack of support Narva2024 has been included in all critical strategic documents, including City Strategy, financial Human Changes in the To avoid similar problems experienced by many recent ECoC title-holders, Narva is committed geopolitical risks from local obligations, Cultural Strategy 2030, and regional development strategy. The team will work very resources risks team planning and to setting up a Foundation in a way that would significantly limit the risk. Narva2024 will be co- politicians, changing closely with the local policymakers to involve and inform them of the entire process. It is important implementing ECoC founded with Rakvere on equal terms with both cities appointing the same number of members to priorities after that they feel strong ownership of the process. In addition, by creating strong support and ownership 2024, last minute the council. Also, the structure includes open and transparent management through inclusion of an municipal elections within the community and citizens, the politicians are less likely to engage in destructive actions. By replacements or Advisory Council with representatives of civil society, the artistic community, and local stakeholders. in 2021. creating a joint foundation with Rakvere, involving all key stakeholders in the Advisory Council, political meddling Moreover, the external monitoring and evaluation partner will be contracted to prepare and publish plus contracting an external monitoring and evaluation partner to publish regular reports on the in the Foundation annual reports on the progress of ECoC2024. This means that we have committed ourselves to Probability: progress of ECoC2024, the structure will limit one-sided decisions by one city council alone as the affairs. carry out the ECoC process in the most accountable and responsible manner possible. Moderate management model will be based on broad inclusion. Probability: International or Narva2024 shall promote a politically non-partisan philosophy. Even in the unlikely case of armed Moderate regional crisis conflict involving Russia somewhere, Narva2024 is presented as a point for negotiation because affecting bilateral of the overall spirit of the cultural capital project. We will work closely with Russian cultural and Difficulties in finding Narva is small, but together with the region, it already has a large number of high-level cultural or multilateral artistic stakeholders and, therefore, limit the political impact and nature of the projects. We will and hiring high- managers with proven track records to carry out the ECoC preparation and implementation. The relations between also work directly with our neighbouring regions in Russia, including Ivangorod, to create mutually quality personnel to majority of preparatory teams for the final selection phase are people from Narva and Virumaa Estonia-Russia and beneficial outcomes (a good example is Narva–Ivangorod joint projects funded by Interreg). carry out the ECoC region; therefore, the knowledge and experience comes mainly from within. At the same time, we European Union- 2024 process. are planning to open up all positions (including CEO and Artistic Director) for an international Russia. call to find the most suitable and qualified people. Based on the experience from the BidBook Probability: preparation phase, we did not have difficulties finding highly professional and inspirational people Probability: Moderate for the management and artistic teams. Narva is a magnet for people who want to make an impact Moderate and are not afraid of challenges.

Financial and Decreasing financial Both the city and central governments have already committed their financial support. We will economic risks contributions from work in an open, transparent, and inclusive way to keep all financial partners aware and engaged Insufficient To mitigate the risk of skills gaps, we will launch a comprehensive capacity-development public sources, throughout the process. We have also prepared an alternative scenario (Plan B) to carry out capacities and programme for cultural managers in public and private sector organisations. The programme including city and the programme with an impact in case of a reduced budget. All sides have made clear in their skills of local LEVEL UP NARVA will be carried out starting in 2020, and it will continue as one of the legacy central government commitments that their support is meant to be the catalyst for other partners to finance the process. cultural managers projects of ECoC. LEVEL UP NARVA includes training, coaching, mentorship, workshops, budgetary For example, the decision by the central government clearly states that they will fund the process and operators to seminars, study visits, and online project-development incubation. The themes will be cultural constraints. with 50% of the total budget, up to €10 million. This means that for the city and other partners to implement high- management, including trends; audience engagement; project management; internationalisation; receive the maximum support allocated by the government, they have to contribute the promised quality programme. new operating and business models; media and communication; community outreach; and much Probability: committed amounts as well. We will also include budget commitments to the external monitoring more. The sub-programme UNLOCK will target future leaders in the sector. Working with Moderate process, which means the annual contributions from the city and its partners will be published for all Probability: existing managers and cultural leaders will fall under Sub-programme EMPOWER. And the sub- citizens to view on the Narva2024 online dashboard. Moderate programme ACCELERATE EUROPE will focus on internationalisation, exports, and building links with European and cross-border networks. Lack of private We have already launched our corporate partnership programme to work with companies ready to investment and invest in the ECoC artistic programme. At the beginning of 2019, when initial problems surfaced sponsorship for with public funding of the preparation phase, many large companies in the region came forward Audience Lack of public The polls indicate considerable interest, awareness, and support for the ECoC2024 in the Narva programming. to offer their financial support. The potential sponsors’ list already includes some of the leading reception risks interest and low and Virumaa region. The last years have proven that Estonians and foreigners (both from Europe companies in the region like Fortaco, Narva Gate (Kreenholm Manufacture), and Eesti Energia. participation rates as well as from Russia) are increasingly interested in Narva — the tourism and visitor numbers have Probability: Several national and Nordic companies have taken an interest. Ida-Viru is a region with social at events and in sky-rocketed, especially after Narva declared its plans to run for the ECoC title. We are convinced Moderate and environmental challenges, and companies with well-established CSR programmes have been projects. that with a high-quality and rich artistic programme, new investments, and unprecedented looking for substantial projects to invest in with more significant impact on the development of the marketing and communication efforts, Narva and the region will witness a new renaissance. Also, region. We have built upon this goodwill to work closely with companies, and we have foreseen a Probability: we will carry out a comprehensive audience-development programme and facilitate the access of Corporate Relations/Sponsorship Coordinator in the Foundation’s structure. Also, several initiatives Moderate various parts of the community — including youth, elderly, people with disabilities, and others — so and partners we have included in the programme already enjoy significant private-sector support. they can actively take part in the activities. Therefore, we will continue working with those partners, and we will also highlight the role of “friends of culture” — companies that will contribute to the Narva2024 programme. Rejection of some The local citizens have already been actively involved in the programme development process, proposed themes or and their engagement will continue through the preparation years via an open call. There will be projects by the local an intensive audience-development programme launched together with communication efforts to Internal financial The Foundation is responsible for fiscal management and will be working under Estonian law citizens. create Narva2024 where different voices can be heard. Naturally, not everyone likes every aspect of mismanagement of and strict oversight by the Supervisory Council (with representatives of Narva and Rakvere), the undertaking — but we have proposed a diverse and vibrant programme where everyone in the delays due to public internal auditing (annual process to prepare a report for the Supervisory Council), and an external Probability: community will find plenty to suit their needs and wishes. procurement rules. monitoring and evaluation partner. Narva and Rakvere have long-standing experience fulfilling Low large-scale investment projects and procurements. Both cities employ financial and investment Probability: departments that will work closely with the Foundation to prepare the procurement procedures and Operational and Limited capacity to Several private investment projects are in the planning phase in Narva and surrounding regions, Low implement them according to the law. logistical risks receive all visitors, which will significantly improve the capacity to provide services for tourism. We will work closely delays in planned with those developers and regularly monitor the situation. We have already started negotiations public and private with private sector organisations to plan alternative solutions for accommodation and other Lack of skills Many of the partners we will work with have already significant and successful experience in investments. related services. We are discussing opportunities with schools and higher education institutions for and competences applying for additional funding, including from EU funds. We will use that pool of experience temporary use of their accommodation premises for summer months for programme highlights. in establishing and expertise to gain knowledge and increase the probability of partnering with European Probability: And finally, in case more accommodation is needed for peak times in the programme, we will install international stakeholders and networks and jointly participate in EU funding schemes. We have also included Moderate ECoC2024 bus service to accommodate visitors in surrounding towns with hotels and spas and can partnerships and internationalisation, networking, project management, and funding as core themes in our capacity- collaborate with Estonian ferry companies to utilize ships as floating hotels in Sillamäe Port — a apply successfully for building initiative LEVEL UP NARVA. Together with Creative Europe Estonian Desk, we will common practice for festivals in Holland. Narva has already approved investments into renovation additional funding. organise training, information days, and mentoring sessions for potential applicants. In addition, projects of the bus and railway stations to improve the quality of arriving and departing services. we will launch a study-visit program for cultural organisations to link them with critical European We are working closely with national railway operator Elron to make sure the investment in railway networks. systems will decrease the time needed to get to Narva.

Lack of quality All lead partners in the programme have proven track records in implementing high-quality and efficiency in projects. We will implement a quality standard for Narva2024 projects and events to make sure implementing all projects under the ECoC umbrella are managed according to quality standards. The capacity- projects and building initiative LEVEL UP NARVA will pay attention to project management and event organising events. organisation skills and competencies.

Probability: Low

84 Narva. Candidate City European Capital of Culture 2024 Narva. Candidate City European Capital of Culture 2024 85 5. Management 5. Management

Risk category Potential risks Mitigating measures H. MARKETING AND in 2014, the international media pub- We are aware of the unusual geopoliti- COMMUNICATION lished hundreds of stories about Narva cal situation of this ECoC and the po- Marketing and Difficulties to get For small countries and small cities (and especially for small cities from small countries), it is wherein asking the alarmist question tential risk that it carries to be instru- communication the message through challenging to make international media headlines. But in the last two years, we have proven Narva Could your artistic programme “Is Narva next?” Narva stands as a lo- mentalised by different political actors. risks to the international is a unique place that has the potential to end up on the covers of the most influential news outlets media outlets. in the world — and not because of negative stories but because of positive transformations. We be summed up by a slogan? cation for stories of post-industrial de- However, the ECoC network will also have already collected a wonderful group of journalists from around the globe and from leading cline, HIV, the influence of Russian be used as a tool to build local resil- Probability: print and audiovisual media. We will work closely with journalists by organising visits to Narva and Narva Is Next! state-sponsored media, ethnic discrim- ience and to lead the international con- Low its key programme events. We will also implement a proactive marketing plan to spread Narva’s inspirational story. Narva will be a beacon of good news in times when Europe and the world need ination, contradictory identities, and versation. We can benefit from the ex- good news. Media interest in Narva has been natural and organic. Headline stories of not only What is the city’s intended mar- questionable loyalty. However, the inter- perience Estonia has made in the field geopolitical concerns but also Narva as a cultural innovator have already been published in The keting and communication strat- est of international media in Narva is of soft diplomacy and arts vis á vis Rus- New York Times and The Economist. Because of inspiring programming and initiatives that we have undertaken in collaboration with prestigious Russian and European organisations, it is likely egy for the European Capital of considerable and potentially enormous sia — like the artistic and media part- that the international press will find our story intriguing. Culture year, in particular with within and beyond the EU. nerships of Tallinn Music Week, Sta- regard to the media strategy and tion Narva with Russian media outlets, Risk of receiving Naturally, we cannot control every news story. There will be attempts to use Narva’s proximity to the mobilisation of large audi- Aims Eesti Kontsert’s presence, and activities bad publicity for Russia to cast doubt and distribute a false narrative. But we are working hard to be as well prepared ences? This includes the use of in St. Petersburg and similar. The Es- possible failures or as possible. We will develop a detailed contingency plan for media relations. We will create direct projects linked with personal relationships (as we have already done) with many trusted journalists from quality outlets digital communication channels. The preparation for the ECoC year will tonian Ministry of Foreign Affairs and Russian cooperation. to balance the potentially harmful newsfeed. We will launch a training programme for Estonian be used to change all the shortcomings Ministry of Culture have been keen to and European journalists in regards to covering Russia, particularly in the field of culture. We will Narva is on the verge of reinventing it- and negative connotations described lend knowledge, expertise, and networks Probability: work closely with our embassies around Europe to prepare to react to any media campaign against Moderate Narva. Further, we take publicity seriously enough to have included it as a part of our programme self, and the communications strategy above. With a smart strategy, the curi- to support this approach. (“Critical Thinking, Reading and Writing” in the programme “The Bridge”). One can never be will provide a method to explain and fa- osity and attention that naturally occurs 100% prepared for attacks in the information age, but Narva has the people and knowledge to be as cilitate changes locally, regionally, and with the title will be directed towards Target audiences, messages, ready as one can be. In our experience, the biggest risk in misinformation comes from keeping the facts and balanced news from being equally distributed. Consciously transparent and open media internationally. The artistic concept new meanings and connections and a channels, partners relationships, especially with Russian journalists, is our strategy instead of a “no comments” policy around the Narva river, border, and change of narratives. that is quick to establish mistrust and not helpful in getting our part of the story distributed. A good bridge will be utilised as a storytelling Target audience 1: Local example being the Russian media coverage for President Kersti Kaljulaid’s visit to Moscow in the spring. Open and honest no-fuss communication resulted in calm and positive coverage. tool and backbone of the new narrative Locally, the goal is to ensure the people communities leading towards the intriguing conclu- of Narva own the ECoC project and its sion: Narva is next … — the blank yet narrative, find a new identity, feel more Engagement with the local communi- Partnership risks Lack of We have signed agreements with all municipalities in Ida-Virumaa and with Rakvere, and also we commitment have strong support from Lääne-Virumaa municipalities. Rakvere has already committed itself to be filled in. connected to Estonia and Europe, and ties started from the beginning of the by partnering both in terms of projects and financial responsibility, e.g. provided a local coordinator during embrace this initiative as a new begin- candidacy. The main message for the municipalities from the preparatory phase. Rakvere a co-founder of the Foundation on an equal basis with Narva. Current state of play ning for the city — as well as a unique local community has been and will re- Ida-Virumaa and By building up the programme, we have paid close attention to regional distribution. One of the Lääne-Virumaa, key principles in all programmes is that every initiative or project needs to have a local partner opportunity for themselves as active, main: “Narva 2024 is your own pro- including Rakvere. from the region. This means that ECoC2024 will reach every municipality in two counties. We A unique situation in terms of com- creative, and responsible citizens. The ject”. This messaging aims to boost the will also include the regional representatives in the Foundation’s Advisory Board to make sure the munications and media landscape ECoC title will help Narvians feel more identity and pride of the area, grow- Probability: distribution of information is as effective as possible. Moderate surrounds Narva due to the almost valued and more European. ing a sense of belonging to Narva, Es- monolingual local media recipients. For the region and broader Estonia, tonia, and Europe. “Narva deserves it”, Ninety-six per cent Russian-speaking, the aim is to reconnect with Narva, to “Narva is interesting and intriguing”, Difficulties in finding All leading organisations in the Narva2024 programme already have long-term experience in the citizens of Narva are using a mix decrease the mistrust and isolation by “Narva can contribute to the cultural relevant partners international cooperation. In the preparatory phase, the feedback from international partners of very local Russian-language media, feeding curiosity and creating new con- life and identity of the region, Estonia, and networks in has been overwhelmingly positive, as Narva is both an intriguing place and ECoC promises to Europe. offer artistically diverse and high-quality programmes. In addition, we have included building Estonian–Russian-language media (on- nections. The task is to develop new and Europe”, “Narva can be proud of international links to our capacity-building programme LEVEL UP NARVA, including study visits line and radio), and state-sponsored TV and open-minded interest, develop new its past and create its future”. The other Probability: and mentorship initiatives to bring people together and provide space for planning new collaborative channels of the Russian Federation. local spokespersons and channels for main narrative is seeking to boost initia- Low projects. All embassies and international cultural institutes based in Estonia have Narva on their list of priorities. We also have extended teams in all European countries waiting to collaborate for a Thus, they are living in a relatively par- Narva in Estonian media, and change tive for regeneration by citizens — “we more significant impact. allel media environment compared to the image of Narva in Estonian media are responsible for our city”, “ECoC is the rest of Estonia or even the Virumaa into an exciting and intriguing Estonian a tool and a chance for economic re- region. This poses a challenge when city, not a “far away, dangerous planet”. newal”, “entrepreneurial citizens can Problems finding Working with a cross-cultural environment is always a challenge; working with Russian partners communicating with the local commu- For the nearby St. Petersburg region, use the title to create new small busi- and working with even more so — at least this is what the widely popular pre-conception tells us. Our experience has nities and requires a new strategy to cre- the intention is to open up Estonia and nesses”, “the end of the industrial era Russian partners, been somewhat different here. The positive reactions and sincere excitement we have witnessed including political in preparation for the BidBook programme, especially from the Russian partners, is remarkable. ate a cohesive communication reality. Europe for the progressive Russians via opens new opportunities”. The third influence, financial Building on this good faith and willingness to collaborate, we are confident working with Russia Messages from Narva to the rest of Es- Narva — a Russian-speaking European narrative is aimed at openness, inclu- transactions, cultural won’t be a problem. The language skills and knowing the culture makes it easier to call and meet tonia have to pass a special filter, and town. Through arts and culture, we will sion, and tolerance — “only an open- differences, etc. face-to-face — but none of this has been an obstacle in the process. All lead organisations within the ECoC2024 artistic programme possess significant experience working with Russian partners; Narva often feels like a strange place communicate openness and democratic minded community can embrace new- Probability: this is true for cities (Narva, Ivangorod, St Petersburg), public cultural institutions, as well as private if viewed through the lens of Esto- values by offering long-term sustainable comers and benefit from the diversity”, Moderate cultural and creative operators. Narva doesn’t have a language barrier with either Russia or Europe. nian mainstream media — a town cooperation and co-creation platform. “everybody has something valuable to We have also managed to include (and confirm) excellent Russian partners for our programme. Overall, Narva could prove to be a “centre of excellence” for all others in Europe concerning that doesn’t look familiar and is often People in Russia will see and experience offer society”. setting up sustainable and mutually beneficial cultural collaborations with Russian artists, cultural a source of negative news. Only the how their compatriots live inside the In the preparation phase of the bid, organisations, and institutions. public broadcaster ERR has a perma- EU. The updated messaging will also we have focused on engaging with the nent correspondent in Narva; other restore the historical interest of St. Pe- community and encouraging every- news outlets rely on occasional visits tersburg tourists for Narva and the area. one to share their ideas, concerns, and and, thus, lack in-depth knowledge and For Europe, our communication aims hopes. This has taken place via face-to- coverage. to change the image and narrative of face meetings, volunteer interactions at Internationally, Narva has become a Narva from being a visual backdrop for public events, an open call for ideas, and symbol for the dangerous ambitions of the “clash of civilisations” to an intrigu- questionnaires at public sites and online. the current Kremlin regime abroad. Es- ing melting pot of patchwork identities, We communicate via local media, social pecially after the annexation of Crimea and a laboratory of positive change. media (website, Facebook, Instagram), 86 Narva. Candidate City European Capital of Culture 2024 Narva. Candidate City European Capital of Culture 2024 87 “The sources of inspiration emanating from Narva are an incredible energy and natural ease, even naivety.”

Narva college of Tartu University

Maria Ossipovski-Magerova Fashion designer, the founder of FORMÉS brand — forming a new understanding of the reality in which we live. We reflect on these semantic threads through visual objects, whether silhouettes, combi- nations of old and new, or upcycled.

How do you interpret our post-Soviet heritage?

“Post-Soviet picture” is a mixture of memories of the subconscious, based on the artefacts of that era. With FORMÉS, we explore our heritage with its ideals and antiheroes, its everyday, and its yearning for the holidays, its street moods, and solemnity. Our brand is about the search for the self-identity. We treat the post-Soviet past with ease, in some cases, even with irony — like in making a dress of crystals from Soviet lamps. It is important to recon- cile with our past: This is our heritage, our unique- ness, to some extent, our dignity. Therefore, even quite controversial images from the past can be read quite differently, and also induce feelings of light nostalgia nowadays.

What kind of Narva is your source of inspiration? His- toricist Kreenholm, Khrushchyovkas’ serialism, or the Narva River that is in constant motion?

Historical connection is perhaps the strongest one. Narva was once famous for its global weaving in- dustry. Inspiration can come from the prints of the locally produced fabrics, but I believe creators should be free to take those images from the past that are closest to them. Narva was once the “West” of the Soviet Union, a place with breakthrough ideas, prohibited goods from America and Europe, free-thinking people who loved their culture. At first glance, the very same Russians, yet somewhat different, Europeanized.

Narva is a clash of cultures, a region that “was stewed in its own juice” for a decade after Estonia regained independence. It’s a city where young peo- Where are you and your family from originally? ple have always been educated, a little rebellious and creative, yet, due to the limited resources, embodied While I was born in Narva, my grandparents come their fantasies in a completely original way. from different parts of Russia. My parents have lived in Narva all their conscious lives. My moth- The sources of inspiration emanating from Narva er was born in Arkhangelsk, Russia, but her family are incredible energy and natural ease, even naive- moved here when she was a young child, and my ty. An apt comparison is a river that makes its way dad was born here. through, finding new routes, and realizing the full power of its motion. Narva’s population is decreasing; many young peo- ple are leaving the city. Why have you chosen to stay Why should Narva become the European Capital of here and revamp the local mentality with your brand? Culture in 2024?

Trying to change one’s mentality is a rather absurd One of the current global trends is diversity and in- idea. It just happened that after graduating, some clusivity — the subject of debates and scandals in years of soul-searching and travelling, I returned the media. This is reflected in all kinds of cultural to my hometown and met like-minded people events. Making Narva the European Capital of Cul- who shared my sense of aesthetics and, just like ture is a step towards reconciliation with how differ- me, wanted to turn a favourite activity into a fact ent and complex the past can be. In a city located of life. Such involvement leads to thinking about on the border, boundaries of self-perception be- every little thing 24/7. The emerging new connec- come blurred because the roots are spread on both tions between emotions, modern ideas, histori- sides. This positioning gives freedom to self-deter- cal milestones and images that have shaped us mination and teaches to respect others. 5. Management 5. Management

always providing content in the Esto- cated via volunteer networks and used the hospitality programme, will be used positive avalanche of news and interest. Narva — the closest European town”. grammes in the years leading up to the nian and Russian languages. as face-to-face communication opportu- as a communications tool for regional The variety of art events in 2018 drew The campaigns will target curious and grand finale editions in 2024. Visual marketing materials (banners, nities for the ECoC. The opening event businesses. Also, programme develop- the unprecedented positive attention of open-minded people, arts communi- flags, stickers, T-shirts, tents) have been of Narva2024 “Dive In!” will be used ment tools for the ECoC year will help Estonian media to Narva. Now the goal ties, also sub-cultures and minorities, present and distributed at all public to communicate the messages of the reach more grassroots civic and cultural is to keep the momentum going with and growing entrepreneurial commu- Ida-Viru Tourism cluster has developed events in the region since May 2018. ECoC to a wide range of local popula- organisations and communities across the further flow of content and positive nities to encourage them to create new a well-working partnership with the Channels: In addition to Narva 2024 tions as this is a culturally familiar con- the region. news. Known public figures have “dis- personal connections and experience a Russian bloggers’ network and journalists by hosting them regularly in the region. channels, local newspapers, newsletters, text and will help transport the message Several programmes within the pro- covered” their personal Narva connec- Russian-speaking town within the Eu- The tourism cluster is also developing its local radio, and online opportunities, we that art is for everyone. “Daчa Fest” is gramming pillars will target the tion or history — this will be used in so- ropean value-system. St. Petersburg on- own channels in Russia — its Vkontakte will engage with local communities via another locally approachable event for Virumaa region. The opening of cial media campaigns to rebuild a sense line and print media will be engaged account has 3 000 followers, and the social media and public events. Local the targeted local population. Cultural Narva2024, “Dive In!”, Cultural Fes- of belonging. The circle of spokesper- through special press trips to events number is increasing. The channels can businesses (like shopping centres) are Festival of National Minorities “Cre- tival of National Minorities “Creative sons will broaden to include well-known (like the Station Narva festival in the be used for Narva2024. eager to lend their space for communi- ative Cauldron of National Cul- Cauldron of National Cultures” in art figures, local mavericks, people with run-up years). Social media (including cation and marketing. For the prepara- tures” in Jõhvi will be aimed at the Jõhvi will be marketed locally and re- engaging personal stories as represented VK.com) will be used to reach specific Target audience 5: tion years, an extensive volunteer and different minorities in the region and gionally as flagships of accessibility and and collected within different pro- communities. The advantage of Narva European/international audience hospitality programme is another com- beyond using local marketing channels ownership of the ECoC programme by gramme strands — Women’s Voices, is the availability of skilled communica- munication tool. Town-hall meetings, and messages of involvement, engage- using traditional media channels such as Untold Stories, exotic border-cross- tors and spokespersons of the Russian For European and international audi- sports events, and school events will be ment, and ownership. TV, outdoor, online, radio for the older ing events like “Two Castles, Two language who will help carry the mes- ences, the challenge is to change the used for face-to-face messaging. Local Local newspapers, newsletters, and generation, and social media for the Stories”. sage to the audience in St. Petersburg. focus from Narva as a potential conflict multipliers and micro-influencers will radio and TV journalists have been ea- young audiences. Arvo Pärt’s Jubi- We are communicating to the St. Peters- zone towards Narva as the next crea- be engaged on new media platforms gerly and critically following the process lee Celebrations, Poetry festival, “Virtual Old Town of Narva” - from burg audiences with the help of some tive hotspot — from “is Narva next?” to to reach different segments and gener- and remain essential partners for the and international theatre festival Bal- “Playground” will feed into the curios- flagship projects that relate to a shared “Narva is next!”. The start of the candi- ations of the community. A local youth candidacy and the preparations. The toscandal in Rakvere will engage re- ity that Narva has already woken in the history, including artists and stakehold- dacy already resulted in a shift of focus community radio will be developed to planning process has been and will con- gional audiences and media and will be Estonian public. This interest will also ers from the region as spokespersons. with in-depth positive stories about the fulfil several tasks: reaching the young tinue to be, transparent and accessible communicated via local, regional, and be used as a pilot for cross-platform dig- “The End of East and West” will be changes having been published in Fin- audience, developing skills and entre- for local media. broader channels as flagships of the re- ital marketing. Arvo Pärt’s Jubilee Cel- communicated by engaging the com- land (Helsingin Sanomat, YLE), Ger- preneurship, and enhancing media lit- gional programme helping build bridges ebrations, Poetry festival in Rakvere, munications networks of St. Petersburg many (Deutschlandradio, BR, NDR, eracy within the complex media envi- Target audience 2: Communities regionally but also internationally and and “STALKER The Art & Adven- area participants to build a broader ARD), The Economist, and The New ronment. Workshops and residencies in Virumaa region engaging audiences in more challeng- ture Route” address an audience look- public audience by 2024. Part of this York Times. The genuine interest by in- for content creators will create and ena- ing artistic programming. ing for high artistic content to be mar- is the opinion festival special edition ternational media due to the strategic ble collaboration networks and learning The Narva 2024 volunteer team has keted via professional channels and art “Who Am I”, where participants from importance of Narva gives Narva2024 opportunities for local communicators been present at public events in the Target audience 3: Estonian gene- media. “Daчa Fest” will be targeted to- the St. Petersburg region will be acting a unique starting position for delivering with international influencers. Narva Virumaa region throughout the sum- ral public wards curious Estonians eager to dis- as area communicators as well as “Two the new messages: “Narva is the next College of Tartu University is a part- mers of 2018 and 2019. The regional cover hidden stories by using Estonian Castles, Two Stories”. The “Cul- creative hotspot at the edge of Europe”, ner educating young local journalists to initiative has come from the municipal- For many Estonians, Narva and the re- internal tourism communications chan- tural Visa” will be communicated ex- “Transforming the post-industrial de- become engaged as content creators for ities and needs to be transported to the gion are still an undiscovered territory nels like Ida-Viru tourism cluster’s net- plicitly to the St. Petersburg area audi- cline into a promised city of hipsters ECoC communications. Entrepreneur- communities for them to identify with and not an obvious travel destination. works and tools. “World Cleanup Day ence as a convenient access point to the (as formulated in Helsingin Sanomat)”, ial School, an innovative network of 16 the ECoC idea and the benefits. For the Campaigns in mainstream and social Narva” offers a topic and activity that Narva2024 programme. Festivals like “Intriguing mix of identities as inspira- primary and secondary schools in Ida- region, the main message is to overcome media will change this. The target audi- Estonians are used to getting engaged in Go Narva! (Founded in 2019, 2020– tion for creative minds”, “A place worth Viru, can partner with us by educating internal competition and lack of coop- ence in the rest of Estonia is culturally and will be enhanced by a special angle 2025), Jõhvi Ballet Festival actively visiting”, an “EU is changing its citi- pupils and teachers on content creation eration, and instead, embrace this op- interested, curious people, both native for Narva and Virumaa addressing en- grow young talent and collaborates zens’ lives for the better.” and media skills, based on a pilot pro- portunity offering a synergy between Estonians as well as people with Rus- vironmental and energy issues that will across the borders. ject during the second half of 2019. We flagship events in the whole region and sian-speaking roots (for example, about gain more attention in future. Station Narva, founded in 2018, is Narva enjoys a unique visibility poten- will consider the different media con- attainment of a new level of collabora- 40% of inhabitants of Tallinn). Narva an international music and arts festi- tial compared to previous ECoCs and sumption habits of different generations tion. Under the ECoC umbrella a re- 2024 offers a chance to create a joint val bringing 60% of its programme and will help communicate the importance and design campaigns accordingly. gional brand will be developed that in- cultural and communications sphere for Ida-Viru Tourism Cluster is consistently audiences from Russia and the Nor- of the EU to citizens in all member Grand programmes like Women’s cludes both counties (Ida-Virumaa, these separate communities. The main developing its own media channels that dics; Dark Side of the Moon, to be states as an example of how the Euro- Voices and From Salzburg to Lääne-Virumaa) as one cultural region. messages are “Narva deserves the title”, can be used to spread information in founded in 2020, is an international pean Union improves cohesion between Estonia — currently boasting a homepage Sompa offer a chance to engage with The population of the area is very di- “Narva is interesting and worth discov- with 60 000 visitors per year, a newsletter dance music and underground culture East and West even within an ethnically local people from different generations verse from more rural Estonian-speak- ering”, and “Virumaa is one diverse database of 6 000+ recipients in Estonia, festival, will be the first celebration of complicated post-communist commu- by valuing and integrating their stories ers in the West to the more industrial and historical region”. a Facebook community with 10 000+ its kind in the Russian–Nordic region; nity. End of East and West is the in the artistic content as well as in mes- Russian-speakers in the East. These dif- Estonian and another 3 000+ Russian КИНОFF, an international comedy strongest programme strand for inter- saging. These programmes will be uti- ferent groups within the region need The decision to bid for the title and the followers in Estonia, and with a monthly films festival and sub-festival of the Es- national communications and will be a reach of 250 000+ on Facebook. lised to build the story throughout the custom-made messages and the means process to date, have already created a tonian A-class Film Festival PÖFF; Vir- main focus, specifically with the projects preparation years culminating dur- to receive them. Local and regional lot of positive attention towards Narva tual Old Town of Narva - from “Who Am I”, and “Two Castles, ing the main highlight events in 2024. media channels will be engaged in both from the rest of Estonia. The “early Target audience 4: St. Petersburg Playground programme, and Two Stories”. However, programmes Opinion festival “Who Am I” as part main languages, and local spokesper- adopters” in art have started discov- area STALKER The Art & Adventure like “Women’s Voices” or “Re- of the “End of East and West” pro- sons sourced and developed. The vol- ering the region and Narva for them- Route — offer diverse and intrigu- sources” resonate with current global gramme pillar will target a diverse unteer network will be established selves, and they are serving as multi- Narva and the region used to be a well- ing content for marketing to the audi- issues and will be used to expand local local audience but also to the broader across the region, creating a more cohe- pliers and influencers through their art known holiday destination for people ence in the St. Petersburg region via stories to include European and univer- region in Estonia as well as St. Peters- sive view of the process and the ECoC projects and social media presence. The from St. Petersburg; there are many social media channels, professional net- sal meaning. The “World Clean-up burg to enhance the “bridge” identity identity and engaging local multipli- national media has started to pay more family connections and a positive histor- works, tourism press, and tourism fairs. Day” Narva special will be used to gen- and narrative of the programme. Local ers and influencers. Tourism marketing attention to the region. The announce- ical connotation. The main message for Press trips for journalists from the area erate awareness for environmental am- city space projects will be communi- and brand development, together with ment event of the candidacy created a the St. Petersburg region is “Rediscover will be organised to advertise these pro- bitions to crossover opportunities to the 92 Narva. Candidate City European Capital of Culture 2024 Narva. Candidate City European Capital of Culture 2024 93 5. Management 5. Management

arts. The Kreenholm location will be set networks of arts (film, theatre, visual journalistic content will be supported end of mixed messages about its values in focus for the international communi- arts) will be used to spread the message by ad banners and call-to-action activ- and intentions via widely-used Russian cations directed both to early adopters peer-to-peer at festivals, conferences, ities, inviting readers to Narva2024 dig- state-controlled media channels, widely and the arts community as well as cu- and trade fairs. ital channels. used in Narva, and the European values rious mainstream audiences with major Besides national culture and general in- are being systematically undermined. project communications like “Kreen- terest newspapers, online outlets and The stakes are high and the chance to holm Art Biennale”. All of these The Ida-Viru Tourism cluster has actively TV and radio channels in target coun- put an unambiguous stamp on the city programmes will be communicated via developed media relations having hosted tries Finland, Sweden, Russia, Lat- and region stating “This Is Europe” is different channels in the run-up years representatives of all major newspapers via, Lithuania, Poland, Germany, Aus- truly unique and symbolic. Arts and during recent years. In a Finnish newsletter during prep events for the grand edi- database, there are approximately 3 000 tria and UK, we also aim to mobilize culture are the most effective tools of tions in 2024, thus, cultivating and pre- recipients, and on Facebook 1 500+ key international English-language cul- resilience — politically not vulnerable, paring the media and audiences with Finnish followers, and there is also a blog ture and business media (e.g. Forbes, In- psychologically subtle, approachable. anticipation. Tallinn Music Week and in Finnish about Ida-Viru written by a former dependent, Observer, Guardian, Quie- Since Narva became eligible to apply the European “Women in Music” pro- Helsinki Sanomat journalist and having tus). A measure of success in informing for European support in 2004, the city gramme of Keychange, supported by tens of thousands of readers. media is the explosion of interest in has been able to secure more than €80 the Creative Europe programme, in Narva as witnessed in the articles pub- million in European funding, including Narva (2023) —expect 1 000 creative Please describe the partner- lished in international outlets like The €58 million in capital investment for in- industry professionals and an audience ships planned or established with New York Times, the Economist and frastructure, with an additional €32 mil- of 10 000 from Russia, Europe, and Es- media with a view to ensuring the Quietus in 2018-2019. We will also lion secured for projects currently under tonia and will be extensively marketed wide coverage of the event target Russia’s independent and for- development. Narva has received con- via professional networks, conference ward-thinking nationwide media (e.g. siderable EU funding for infrastruc- attendance, and TMW editions in the The local media stakeholders in Narva Kommersant, Colta) with an aim to ture development (thereof, €40 million years leading up to the main event. In- are already actively and critically fol- generate positive press coverage about for the new water purification plant ternational Psycho-Geographers’ lowing and covering the ECoC process. Narva, the ECoC next to Russia. and sewage system). However, these Summit, focusing on women as urban Estonian Public Broadcasting ERR is have not touched the hearts and minds explorers will be marketed via profes- the only nation-wide media channel How will you mobilise your own of people to shift the identity towards sional networks and peer media chan- with a permanent office in Narva, thus citizens as communicators of the being part of Europe. The ECoC idea, nels. Oratorio Women’s Voices, the main partner for Estonian commu- year to the outside world? though, has already created a positive Land Art (Kreenholm Art Biennale nications. ETV+ - the Russian language change in that respect and cultural-in- edition), and STALKER The Art & TV channel of ERR has regular pro- The hashtag #Narvaisnext has al- frastructure objects are receiving EU Adventure Route will be targeted to grammes being produced by the Narva ready been adopted by local influencers funding in the coming years that will high-end arts consumers via individual studio. We will establish a permanent on social media. This will be encour- be visible for the citizens and be a focus press work and professional media as regular format of ECoC related topics aged by creating attractive viral con- within the ECoC communication. well as channels of tourism promotion. on ETV+ as well as in the radio pro- tent and by encouraging user-created In 2024, Estonia will celebrate 20 years The main target countries for the ECoC gramme produced for Radio4 (Rus- content through competitions and give- of EU membership. This will create campaigns are Finland, Sweden, Ger- sian-language public radio) in Narva. aways. Especially active young people a natural reason for nationwide spe- many, France, UK, Latvia, Lithuania, To reach the Estonian audiences a reg- from Narva studying or working in Tal- cial events dedicated to the EU, and and Poland as well as the Russian dias- ular cooperation will be established with linn, Tartu or abroad are keen messen- the ECoC title-holder would be a logi- pora in the West. The Brussels EU-affil- regional papers and online outlets and gers of all Narva-related success stories cal focal point. The specific programme iated media is a focus in itself and en- nation-wide channels subject to negoti- and by keeping them informed via so- will be developed in cooperation with ables outreach to the audiences in all ations and/or public tender. cial media groups we will ensure wide- the European Commission and the gov- member states. Mainstream media and ECoC international media campaign spread messaging. ernment of Estonia. The willingness to the traditional writers/broadcasters of will target selected culture, lifestyle, celebrate this occasion, particularly in ECoC-topics will be engaged through trade media/journalists, working on At the same time other volunteer groups Narva as the European Capital of Cul- already existing networks based on the pitches linked to wider stories and cul- like the elderly will be trained to be mes- ture, has been confirmed by the Esto- experience of Tallinn 2011 and the ture media trends (e.g. rising interest in sengers of the ECoC ideas in their peer- nian Representation of the European Narva coverage to date. Social media, new Russian-EU groups, also with the help of material Commission. EU-wide and internationally, will be artistic collaborations, and the post-in- marketing items that are useful for daily As many EU embassies and the EU approached through Narva2024’s own dustrial/post-soviet identities of Narva lives. The international communication Commission are already active in channels, participating artists, art net- and Ida-Viru County). will always be carried by personal sto- Narva, the ECoC umbrella will be a works, and influencers within specific In terms of circulating messages to in- ries and biographies of the local people. chance to enhance the cooperation, niche groups. The travel industry and ternational media, we will liaise with presence, and messaging. The program- press will be targeted in cooperation individual national publications to dis- For more information, please see “Tar- ming will be following the core values with regional and national tourism de- cuss specific angles to present, depend- get audience 1: Local communities” and of Europe and thus be the most effec- velopment organisations through joint ing on the target country, and also seek “Target audience 2: Communities in tive communication tool for the EU in campaigns, press trips, and coordinated to engage with media and cultural or- Virumaa region” above. Narva and the region. The EU will be messaging. Content creators on all plat- ganizations, especially in neighbouring visible throughout the branding and forms (such as bloggers, vloggers, Ins- Nordic-Baltic countries and Russia. We How does the city plan to high- marketing materials, but it will leave an tagram influencers) will be engaged in will attract influential media by invit- light that the European Capital of even stronger mark via creative profes- long-term cooperation and residency ing editors and reporters to the ECoC Culture is an action of the Euro- sional cooperation and networks, and formats for immersion beyond a short key events in Narva and further afield pean Union? the ideas and values that will be offered one-time visit so as to connect with the in Ida-Viru County. We will work with through art and other events of the local community in-depth and thus to editorials and marketing departments The EU can be truly visible in a re- programme. build a true bridge. The professional of the media outlets hand in hand - gion that, at best, is at the receiving 94 Narva. Candidate City European Capital of Culture 2024 Narva. Candidate City European Capital of Culture 2024 95 5. Management

ROAD TO EUROPEAN CAPITAL OF program: “Two Castles, One Story” will End state of Phase 3: CULTURE. produce a different production, each tackling a • International media is talking about the controversial subject from Russian–European intriguing flagships of Narva2024. The projects of Narva2024 are phased to history, for three follow-on years. • People who come for one project, participate 6. Capacity to • “Playground” projects start to have a visual in other projects too. gradually build subject capacity in Narva and impact on public space. • Visitors to Narva now know the reasons they its status recognition internationally. We ac- should return to the region. knowledge that our main assets, in the begin- Communication • Direct face-to-face communication routine deliver ning, are first the local people’s will to change continues. things and secondly international hunger for • International communication’s centre of 4 PHASE – THE LEGACY (2025-2030) unique stories. gravity is in international professional and niche channels. The goal is to raise awareness Goals: of Narva2024 events among arts and media • By 2022, Narva will establish a NARVA professionals. LEGACY programme to cover years 2025-2030 • Focus will be on the East–West projects to (the last year of the current Cultural Strategy). I PHASE - HERO ESTABLISHMENT launch debates based on the content messages of The Narva2024 Foundation will carry out its (2020–2021) those projects. activities at least until the end of the LEGACY PLEASE SUPPLY EVIDENCE PLEASE DETAIL THE STATE torical museum. • Customer service approach — information programme. The programme will include a OF THE CONTINUOUS OF PLAY OF THE FORESEEN • Development of the area around the Goals: on the internet in all involved languages being financing commitment to continue building on • Building the self-confidence of local POLITICAL SUPPORT AND INFRASTRUCTURE PROJECTS residence of Peter I the Great into constantly updated, questions answered, and the success of ECoC2024, including funding communities. If Virumaa citizens don’t recognise bookings completed conveniently. from Narva, regional municipalities, private COMMITMENT FROM THE DETAILED AT PRESELECTION an archaeological park. themselves in the project of European cultural sponsors as well as the Melina Mercouri Prize. capital, then everything beyond becomes RELEVANT AUTHORITIES. STAGE, INCLUDING THE • Full reconstruction of the Kreen- • Sustainable downsizing. impossible. Priority is given to programs End state of Phase 2 PLANNED TIMETABLE holm stadium. • International highlight projects have their first • Feedback study to understand the new brand that promote local identity with community entry. Priority is given to the series on East–West of Narva and profile returning or new visitors. The ECoC application process was FOR THE WORKS. PLEASE The above projects have all been in- engagement — mostly projects from the events with internal programming continuity • Find the next big promise to carry into future programme pillar Untold Stories (“From a clear example of a shared commit- CLARIFY THE LINKS WITH cluded into the city’s draft Development throughout the years. Their programme development. Salzburg to Sompa” and “Playground”). ment from all local political stakehold- THE EUROPEAN CAPITAL Strategy, were already accepted by City development is made public with the promise of • Development of international projects for the having an exciting finale in 2024. Communication ers (including coalition and opposi- OF CULTURE PROJECT. Hall, and are now being reviewed by following phase. • Launching international programmes with the • Projects with long-term prospects should • Building capacity to host bigger international tion), regional partners, and national the City Council. Their planned time- ambition of having a long-term continuation. continue with their own communication strategy. events. Special capacity-building projects are authorities. At pre-selection we provided an indic- frames and budgets are explained in de- • Virumaa and especially Narva City open “Datcha Fest” attends tourism fairs, Kreenholm launched in order to educate and engage people space is visually changed. There are more Art Biennale writes scientific articles in art Until it wasn’t. ative list of cultural, urban and infra- tail in chapter 5 of this book, section who are going to participate in the following colours and art is everywhere — a culturally magazines, Film Festival announces its new Narva2024 projects. If you want to test something for structure development projects in con- “Budget for capital expenditure”. curious space. programme during Black Nights Film Festival in strength, try to break it. Having gone nection to ECoC, which included: The connection varies in extent be- • Media and arts professionals are fully aware Tallinn, etc. Communication of the upcoming Narva2024 main events and through a crisis of faith in early 2019 • A new park dedicated to Estonia’s tween the city’s capital investments and • Face-to-face real-life communication and their claims. End state of Phase 4: regional internal communication that we elaborated on earlier in this centennial; ECoC. For example, althought not ini- • Several initiatives have organised their events • Open festival info points, regular off-the- book, we are confident that our candi- • Renovation of historical town hall, tiated specifically for ECoC, the renova- for 2025. Those events carry promises of a long- record meeting formats, official club, cafés term strategy. dacy has grown stronger and the politi- town hall square and Stockholm tion of our joint train and bus stations • Narva2024 social media accounts • Targeted groups are aware of those traditions • Personalised blogs, YouTube channels 3 PHASE – GRANDE FINALE NARVA2024 cal support has now been tested, on all square (I stage); will guarantee comfortable transfers be- that will continue. sides, instead of being implied. • A network of bicycle lanes within tween different modes of transporta- Goals: • NARVA LEGACY programme continues Audience studies • Deliver the flagship events with international until 2030. On the local level, this support has re- Narva, and between Narva and tion, while the system of bicycle lanes • Potential target-group studies according to attention. Special marketing efforts are made, regional criteria in Virumaa and Estonia. sulted in a focused and fully commit- Narva-Jõesuu; will make Narva a friendly environ- attracting a broader global target audience to • Specific studies targeting tourists and ted resolve to submit a successful bid • Construction of Estonian Academy ment for the cyclists, thus improveing Narva and Virumaa. professionals in arts, music, and live spectacles • Create crossover movement across no matter what, the expansion of finan- of Security Science’s Narva College Narva’s capacity to host ECoC. On the in St. Petersburg, Moscow, Helsinki, Berlin, and programmes. This is a pre-condition for Paris cial resources to accomplish that goal, together with a public pool; other hand, several projects are a result Narva2024 legacy that continues after the ECoC Potential target groups are: and acceptance of stricter monitoring • Construction of State High School of an in-deep analysis of Narva’s legacy year. • International media interested in European– • Preparation for legacy. Studies will be made and evaluation requirements bearing in and renovation of two municipal and touristic potential, initiated by the Russian conflict resolution to determine the sustainability of Narva2024 • Scholars interested in reconciliation and mind the pitfalls of the past. high schools; ECoC process. For example, the once offerings. Customer information is collected and conflict resolution, post-industrial rehabilitation, The regional authorities, and especially • Renovation and development of distant plan to restore the residence of assessed. and environment sustainability • international cooperation for the follow-on our strategic partner in Lääne-Virumaa, Narva Museum in the castle; J.Niiman, lost during World War Two, • St. Petersburg, Moscow, Tallinn, and Tartu phase. culturally curious audience Rakvere, proved their commitment to a • Renovation of the yacht marina; became a topic of conversation and • Teams to run projects of the follow-on phase • Russian diaspora in the West common goal of delivering the ECoC • Reconstruction of the city’s bus and works have begun on site to research are formed and trained. • International environmentally and socially jointly with Narva — just as was stated railway station; the state of the surviving basement of engaged artists Communication • World alternative art, rock, and bohemian in the agreements signed a year earlier • Renovation of Theatre Centre the building with an intention to rebuild • Pay-off in the international mainstream communities — by standing by Narva’s candidacy Vaba Lava together with creative it as a history museum. media. • Finnish, German, and Russian lifestyle tourists • The main message: ”Narva is next – big even when Narva got overwhelmed. incubator; In 2018, a great proof of the city’s ca-

thing/ best-kept secret/ success story.” The national support for Narva and • Partial rehabilitation of Kreenholm pacity to absorb large numbers of visi- End state of Phase 1: • The main narrative is a lesson to the world • Identity and community event traditions Ida-Virumaa is still one of the gov- industrial complex. tors took place during the theatre per- that the arts can be a tool in conflict prevention. are started. Local communities feel they are • Each project becomes an ambassador of ernment’s key priorities — both mor- These projects — including their cur- formance “Kremli ööbikud”. Although stakeholders and are actively participating in the Narva2024 success that can be channelled planning of follow-on projects. ally and financially, as demonstrated by rent status, exact budgets, timeframes, Narva has never had to deal with such through all possible communication contacts. • Contracts and funding guarantee detailed the started construction of the Narva and sources of financing — have been visitor numbers, the city managed to • Internal communication in Narva and Virumaa is conducted through social media and College of the Academy of Security explained in detail in Chapter 5 of absorb them successfully. In addition to the proven regular face-to-face meetings format. Sciences, and the adoption of a special this book, section “Budget for capital that, the city has decided to increase its • Amplification of customer/audience Ida-Virumaa development programme. expenditure”. capacity by initiating the reconstruction 2 PHASE – SPREADING THE WORD satisfaction. Their testimonials will be collected (2022–2023) systematically. On the hyper-local level, the commu- In addition to those above a number of of the Kreenholm stadium that will be • Visitors to Narva need to know about other nity has also demonstrated its faith in new projects were initiated: carried out in the period between 2019 Goals: events of Narva2024. This will be done with • To launch large, multiyear international ECoC and moved, when was necessary, • Reconstruction of the lost residence and 2021. dedicated info booths, leaflets, tourist and event projects with specific promises for the future to information websites, crossover marketing offers, to support this initiative. of Peter I the Great located in the To sum up, all projects currently in the build momentum gradually. For example: Narva etc. international art residencies launch a series of Old Town of Narva, also known as works increase both Narva’s desirabil- expositions on a particular topic. Kreenholm the J. Niiman residence — and the ity as a destination and allow it to wel- Art Biennale is announced. In the East–West establishment within of Narva’s his- come large numbers of visitors during 96 Narva. Candidate City European Capital of Culture 2024 Narva. Candidate City European Capital of Culture 2024 97 6. Capacity to deliver 6. Capacity to deliver

the ECoC year and the period leading most popular routes, including Narva. va-Jõesuu, Eisma, Toila) have under- is opening in 2020, will have an addi- create additional temporary spaces for Agency, language and other skills de- up to it. GoRail operates the Estonian-side Tal- gone INTERREG and other EU-fi- tional 80 places available. up to 1 000 visitors. velopment in the hospitality sector are linn–St. Petersburg–Moscow line that nanced projects, increasing security and The fourth measure is to use the ports For the seventh, major events could be taken into consideration as well as the TOURISM INFRASTRUCTURE connects Narva to St. Petersburg in 3 offering new services for tourists. Fin- at Narva River and Sillamäe Marina combined with activities connected to development of entrepreneurial skills hours 15 minutes, and Narva to Mos- land has 800 000 leisure boats regis- for floating hotels, which could gener- spending the night to decrease the need and entrepreneurship support in tour- In its pre-selection feedback, the com- cow in 13 hours (overnight train from tered, and the north coast of Estonia is ate several hundred extra accommoda- for accommodation. Example: “Night ism. Launching in 2021, the full train- mittee specifically pointed out that the St. Petersburg to Moscow). The line a popular destination for many of the tion spaces. The floating hotels — riv- camp in Narva Museum or Narva Bas- ing programme can absorb all cultural city needed to reevaluate its tourism in- carried 107 000 passengers in 2018, and boaters. erboats for Narva and a cruise ship for tions”, including sleeping bags on the capital hospitality training. frastructure, and specifically hotel ca- the amount is increasing year-over-year. On Foot/Bike Sillamäe — will be arranged in partner- floor; film night in Vaba Lava or in any During the last five years, the hospital- pacities. That is why in cooperation By Bus Narva’s city government initiated con- ship with Sillamäe Port and its terminal restored hangar from midnight to 8 ity sector increased by 600 persons in with the Ida-Viru County tourism clus- Narva is well-connected by bus cur- struction of a light traffic road- be operators, Narva City as an owner of AM; welcoming the sunrise at 4 AM in Ida-Viru County, and the Narva2024 ter we carried out a more detailed anal- rently having six carriers (Lux Express, tween Narva and Narva-Jõesuu in 2018 the city port, and shipping companies beach chairs at the Narva promenade programme will further increase that ysis of our region’s tourism infrastruc- Estonian Lines, Eurolines, Ecolines, that will increase accessibility and se- (e.g., Tallink). We will collaborate with or in rooftop cafés; and of course, all- amount. ture, and the results are the following: Taisto, MK Autobuss) from Tallinn and curity for bikers and pedestrians. We the experienced Groningen City in Hol- night parties! Extra training programs will be 21 connections per day lasting from 2 plan to attract bike/scooter/kickbike land and the Eurosonic Festival, as for The measures provided take into ac- launched for locals to create awareness Connections hours 55 minutes. From Tartu, there rental companies to the city to increase years both have enjoyed increasing the count that we should use, as much as and skills around AirBnB and booking. are five carriers (Ecolines, Lux Express, accessibility. absorption capacity of Groningen City possible, all existing resources and not com and entrepreneurship. Narva is well situated in the crossroads Arlix, Express-Auto, Eesti Buss) with 12 combined with the extra beds offered by build accommodation that is not going To prepare for the ECoC title, online and comfortably accessible from the daily connections. From St. Petersburg Absorption capacity now ship hotels at the time of the festival. to be used commercially or by the com- and offline training programs for lan- major hubs Tallinn, Tartu, and St. Pe- to Narva, there are currently six carriers The fifth measure is to cooperate with munity after Narva Cultural Capital guage skills and hospitality are planned tersburg in Russia. (Lux Express, Avtovokzal, Presto, SK Currently, Ida-Viru county has 1,582 the Estonian Wooden Houses Cluster years. for taxi drivers, car-share drivers, ad- By Air Skatvo, Baltic Shuttle, AMRON) with rooms and 3,795 beds available for —Estonia is the most prolific wooden ministrators, and front-line personnel in Tallinn Airport had more the 3 million 21 connections per day lasting from 2 tourists. Due to the active local tour- houses exporting country in Europe Hospitality training hospitals, stores, banks, security, police, passengers in 2018 and has year-round hours 30 minutes. The Ida-Viru County ism cluster and a significant increase in with 200+ companies in the field — and volunteers. direct connections with 27 destinations tourism cluster is planning to launch the number of nights spent (+55 000 and other mini-house producers (Ko- In Ida-Viru County, we face challenges New skillsets for the community-based and seasonal summer connections to 41 hop-on hop-off bus service to connect in 2018), the tourism operators plan to dasema, ÖÖD, et al.) by creating a in hospitality and language skills. In events of home cafeterias and restau- destinations. The airport handles on av- hotels and tourist attractions in the re- invest in 200 extra beds during 2019– pop-up showcase of Estonian gardens 2020, the local tourism cluster will rants, home dinners, and so on will be erage 60 departures per day. From Tal- gion. The pilot is planned for 2020, and 2020. Partnerships with regions next to and small houses in Narva. During the pilot the first comprehensive hospitality practised a couple of years beforehand. linn Airport by tram, it takes a couple the full launch in 2021. Ida-Viru: Lääne-Viru County will add Narva Cultural Capital years, it could training programme — in cooperation Thereby, the necessary capabilities can of minutes to Ülemiste railway station; By Car 2782 beds, and Jõgeva County will add be operated by local accommodation with local schools and training provid- be polished before hosting large num- from there, Narva is reached comfort- Tallinn-Narva road (part of E20) has 960. providers and afterwards left for com- ers — focusing on hospitality educa- bers of guests. ably via the Elron train in 2 hours 25 the most extended proportion of four The average usage of available capacity munity use — generating up to 400– tional programs in VET schools (Ida- During the Narva2024, every guest can minutes. lanes in Estonia, 80 km out of 212 km. is 49% in Ida-Virumaa, reaching almost 500 extra beds. Viru VET School), gymnasiums, and enjoy a personal host who arranges a St. Petersburg Pulkovo International Narva-St. Petersburg (part of E20 and full capacity during July and August. As The sixth measure is cooperation with prime schools for work practice and walking/biking/running tour in Narva Airport is the next important gateway Russian A180) is 158 km and will take 2 the largest events are going to be during Estonian camping and glamping ser- focus lines in hospitality. In coopera- and/or provides a meal. to Narva. Pulkovo Airport serves 18 hours 30 minutes to drive. Tartu-Narva the high tourism season, new capacity vices providers (Glamping Estonia) to tion with the Estonian Unemployment million passengers annually and is situ- is 139 km and will take 1 hour 45 min- building is needed. ated 119 km northeast of Narva. utes. Ride-sharing platforms Uber and Absorption capacity prognosis (beds): Helsinki Airport is the third-largest air- Bolt are operating in the region. The Increasing the absorption port to be used to reach Narva. Public cluster will promote Ida-Viru establish- capacity Absorption capacity prognosis (beds) 2019 2020 2021 2022 2023 2024 2025 transportation and Finnair shuttle bus- ing new transfer and ride-share compa- Tourism sector in Ida-Viru 3795 3995 4195 4395 4595 4600 4600 ses take passengers to West-Terminal nies to increase transportation availabil- At the end of 2015, Narva City had Tourism sector in Lääne-Viru County 2782 2782 2782 2782 2782 2782 2782 (Länsiterminaali) every 20 minutes from ity during the next strategy period until 1,300 underutilised flats, Kiviõli (69 km Helsinki Airport. Once there, the big- 2023. from Narva) had 220, and Kohla-Järve Tourism sector in Jõgeva County 960 960 960 960 960 960 960 gest carrier Tallink offers a comfortable By Sea (51km from Narva) had 199. Up to 90% Apartments in Narva to be used for tourists 0 0 0 0 400 500 500 two-hour sea ride to Tallinn. From Tal- Tallinn Port will be the most important of the spaces are in average condition Apartments in Kiviõli to be used for tourists 0 0 0 0 80 80 80 linn port Terminal D, public transpor- entrance for most tourists from Finland and could be used as temporary rent- tation goes to Ülemiste train station or and other countries. In 2018, 3.5 mil- als; local operators could commission Apartments in Kohtla-Järve to be used for tourists 0 0 0 0 80 80 80 Tallinn Baltic train station. lion tourists and 600 000 cruise tourists the rental services. Dacha cottage apartments in Narva to be used during summer 0 0 0 0 4000 4000 4000 By Rail used Tallinn Port. The major carriers The next unused resource for reliev- Dormitories during the summer in Narva 0 0 0 80 80 80 80 Elron is the largest rail carrier in Esto- are Tallink, Viking Line, Eckerö Line, ing the need for temporary accommo- nia connecting Narva to Tallinn, Rak- and cruise ship operators. dations is the dachas (summer houses) Dormitories during the summer in Sillamäe 300 300 300 300 300 300 300 vere, and Tartu. From Tallinn, it will From the nearest port Sillamäe (25 km that approximately 7 000 Narva fami- Floating hotels in Ida-Viru 0 0 0 0 0 500 0 take 2 hours 15 minutes; from Rakvere from Narva), a regular ferry line con- lies use — leaving their city apartments Floating hotels in Narva 0 0 0 0 0 200 0 1 hour 30 minutes; from Tartu 3 hours nects Ust-Luga (Russia) daily. The ferry empty. Educating Narvians to rent their 15 minutes. The railway is also impor- ride is approximately 12 hours long and city apartments during the summertime Pop-up mini houses in Narva 0 0 0 0 400 500 500 tant at connecting cities in Ida-Viru is available for passengers with cars. On- as new income sources would provide Additional camping and glamping sites in Narva 0 0 0 0 300 1000 300 County (Kiviõli, Jõhvi, Sonda, Ahtme, going discussions have been held to re- additional space. TOTAL additionally in Narva 0 0 0 80 5180 6280 5380 Kohtla-Nõmme) to Narva. open a ferry line between Sillamäe and A third possibility is to use empty dor- To increase Elron capacity, the Esto- Kotka (Finland), and a Cultural Capital mitories during the summer. Ida-Viru TOTAL in Ida-Viru incl. Narva 4095 4295 4495 4775 10235 11840 10440 nian Ministry of Economy decided that title for Narva will accelerate the deci- VET School has 300 beds in their dor- TOTAL with neighbouring regions 7837 8037 8237 8517 13977 15582 14182 six new trains will be acquired and at sion-making process and increase acces- mitories in Sillamäe; and the new Col- least four of them will be in operation sibility from Finland to Narva. lege of Estonian Academy of Security by 2022, tightening the schedule in the Local small marinas (Narva, Nar- Sciences with its new dormitory, which 98 Narva. Candidate City European Capital of Culture 2024 Narva. Candidate City European Capital of Culture 2024 99 1. Longass chapter title goes here CREDITS

Narva Candidate City European Capital of Culture 2024

BidBook 2019

Team 2019 Aleksei Jevgrafov Mayor of Narva Marko Torm Mayor of Rakvere Triin Varek Vice Mayor of Rakvere

Ivan Sergejev Head of Project, Narva2024 Ilmar Raag Artistic Director, Narva2024 Piia Tamm Programme Manager, Narva2024 Jana Pavlenkova Programme Manager, Narva2024 Ann Mirjam Vaikla Programme Manager, Narva2024 Julia Savitskaja Programme Manager, Narva2024 Helen Sildna International Collaborations, Narva2024 Eve Alte Rakvere City, Programme Manager, Narva2024 Kristel Mänd Rakvere City, communication Mari Knjazev Rakvere City, Programme Manager, Narva2024 Maris Hellrand International communication, Narva2024 Maria Kullamägi Marketing, Narva2024 Ingrid Kohtla Communication, Narva2024 Liina Karo Social Media, Narva2024 Erli Kasikov Assistant, Narva2024 Dmitri Vergun Narva City, Department of Culture Viktoria Lutus Narva City, Department of Culture Anton Vylitok Narva City, Department of Economics and Development Elina Dubova Assistant, Narva2024 Anna Markova Community Manager, Narva2024 Olga Tapner Community Manager, Narva2024 Maria Kapajeva Artist, contributor to “Women’s Voices” and “Kreenholm - a City within a City” programmes Anu-Mall Naarits Ida-Viru tourism cluster, contributor Kadri Jalonen Ida-Viru tourism cluster, contributor

Experts Tom Fleming, Toni Attard, Ragnar Siil Consultancy Shiftworks OÜ

Artistic Council 2019

Lennart Sundja Head of Culture at Tallinn City Culture Department Jüri Nikolajev Correspondent of ERR Narva Ülo Krigul Composer Kadri Laas Project Manager of Estonian Contemporary Art Development Centre Karlo Funk Film critic Mart Kalm Rector of Estonian Academy of Arts Irene Käosaar Head of Estonian Integration Foundation Siim Raie Head of Estonian Heritage Board Mati Lilliallik Head of Narva Energiajooks Teet Kuusmik Board Member of Ida-Viru Industrial Areas Vladimir Võssotski Director of Sillamäe Music School

Contributors Irina Janovitch, Tatjana Laanvee, Juliana Janno, Nelli Buinitskaja, Vladimir Butuzov, Galina Vologdina, Aleksandr Jefimov, Larissa Olenina. Grigori Malyshkin

Special thanks to Tarmo Tammiste

Thank you Narva2024 Youth Council, Volunteers; Open Call participants

BidBook design AKU Narva2024 design Johann 3000 Photography Tõnu Tunnel, Cloe Jancis (p. 18, 21) Editors Andris Feldmanis, Tina Allen Kolessar

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Our links Narva2024.eu facebook/narva2024 instagram/narva2024 #narvaisnext #narva2024 NARVA IS NEXT

Narva. Candidate City European Capital of Culture 2024 101 1. Longass chapter title goes here

102 Narva. Candidate City European Capital of Culture 2024