UiTPAS : rewarding access to culture

• Social cohesion • Access to culture • New business models • Tourism • Public/private partnerships • Data collection

Context Aalst is the sixth largest city of Flanders (Belgium), with 80,000 inhabitants. Although several international companies have their seat in Aalst, many inhabitants from the Aalst region commute every day to Brussels for work. In 2013, immigrants from over 100 countries representing 3.5% of the population were living in Aalst. The largest groups of immigrants come from the Netherlands, Turkey, Morocco, Congo, Germany, France and Poland. Over the last years, Aalst attracted more young families.

In its global strategy for 2014-19, the municipality of Aalst has identified culture and social cohesion as key to making the city more attractive. A wide and contemporary range of leisure activities are proposed to citizens. Aalst hosts a cultural centre, a city museum, theatres and a library with one of the largest audiovisual departments in Flanders.

Challenges In Aalst, 11.2% of the households have difficulties with essential payments (electricity, gas, medical costs, etc.) and 8.8% of the children grow up in a family with financial problems. UiTPAS was clearly developed as a tool to foster the participation of disadvantaged groups in social and cultural life. UiTPAS UiTPAS is a loyalty programme launched in July 2012 by the Flemish Ministry of Culture to promote and improve cultural activities for every citizen. The focus is placed on lowering participation costs in existing leisure activities as well as on the provision of easily accessible and good quality activities. UiTPAS’ holders earn points every time they participate in a cultural or sports activity. They just swipe their card on a “check-in device” in cultural institutions or at events, or on their smartphones with the downloadable UiTPAS application. Later, they can exchange the earned points against discounts, free tickets, entrance to special events, etc. For instance, by showing their UiTPAS, pass-holders can enjoy a reduced rate at an exhibition or exchange points for a cup of coffee in a museum. All pass-holders can log in to the UiTPAS website to check the cultural agenda and their points balance and to see what they can do with their points. Until 2011, UiTPAS was called “kansenpas” and it only existed for people earning a low income. It tended to be stigmatising. By introducing the loyalty programme and rebranding it UiTPAS, the Aalst region expanded the target audience to all inhabitants. Everybody can earn or cash in points, but only the disadvantaged group receives the 80% discount on the price of activities. The UiTPAS card costs €5 (€2 for minors). Lower- fighting poverty. UiTPAS can be used in the 14key income persons can benefit from a free pass after a cultural and sports locations in the Aalst region financial enquiry at social services and at “Mensen (libraries, cultural centres, swimming pools, etc.) as voor Mensen” (People for People), an association well as for all activities organised by the region’s municipalities. UiTPAS can also be used for activities organised by schools and by more than 150 cultural, youth and sports organisations. UiTPAS provides extra promotion for cultural organisations hosting events. The only cost for organisers who participate in the loyalty programme is to offer something in exchange for the advertising the municipality is doing, such as a discount for the main target group of UiTPAS. UiTPAS is also using digital technologies to collect data on cultural participation. Data is used for decision-making and for marketing purposes and to better design cultural activities. In 2013 UiTPAS won the Belgium eGOV Award for its usability. It rewards technology projects for their services to citizens and companies, while being at the same time simple, innovative and collaborative. Budget and financing Budget for UiTPAS (excluding staffing costs): approximately €50,000 per year for communication, dissemination and current expenditures.

Impact More than 14,400 people currently own a UiTPAS, with 33% of them entitled to the permanent 80% discount on cultural activities. In December 2013, the Department for Culture, Youth, Sport and Media of the city of Aalst commissioned a survey on the first results of UiTPAS and noted an increased participation in cultural and social activities of lower- income persons owning a UiTPAS. About 26% of all UiTPAS users have found a new activity that they like by saving up points with their pass. In the group of UiTPAS owners with financial difficulties, this adds up to almost 30%. Participation of the main target audience (lower-income persons) in activities has increased. Another impact to be taken into account is the large amount of collected data provided by UiTPAS thanks to digital tools (NFC-based technology – Near Field Communication) it uses. By collecting data on where people participate and how, the local government and organisers can adjust their cultural policies and offers. One concrete example of what the city can do with UiTPAS is Cirk: Cirk is a free circus festival in Aalst in more than 10 locations. Over three days the festival welcomes more than 30,000 visitors to 100 shows. In 2013 the city distributed free UiTPAS bracelets, thereby registering every bracelet owner. Approximately 5,000 participants saved points throughout the weekend. The analysis of UiTPAS holder profiles showed that the majority of participants came from the richer part of town. In 2014 the city did the “experiment” again with extra communication efforts in the adjacent cities. On the first day of Cirk, the organisation moved the event centre to a less wealthy neighbourhood. This time there was an increased participation from the hard-to-reach target groups and from inhabitants of neighbouring cities. Transferability Tips UiTPAS is a very local project but can be implemented While implementing the scheme, raise in every municipality or region. public support within the involved organisations from the start, to ensure that everyone is convinced about the benefits of the programme. Working with other municipalities, it is essential to have a cooperation agreement between public bodies and a consultative body to give advice on the developments of the programme. At least one contact person is needed. Communicate, both with organisations that already work with the programme and those that do not - yet. It is important to inform them about practical and technical issues, and to raise awareness about the concept. Follow up on pass-holders; they must be guided through the wide range of leisure activities in order to get the most of their pass. Lower-income persons require closer follow-up and clear information about pricing and rewards.

Sustainability Management level and partners Since 2012, UiTPAS has become a great way to UiTPAS is managed by local actors: Aalst region stimulate the cultural participation of every citizen, municipalities, Welzijnsschakels (social services) with a special focus on lower-income persons, and “Mensen voor Mensen”, which fight poverty. without stigmatising them. The scheme will continue They form a consultative body giving advice on the in the Aalst region. The concept has even been programme’s current and future developments. exported to other Belgian cities. It started in Ghent The success of UiTPAS relies a lot on this and Brussels in 2014 and in Oostende and Kortrijk in cooperation between leisure and welfare services 2015. of the municipalities, organisers and associations. A contact person for the Aalst region is available to answer questions from users.

Links : Contact : www.uitpas.be Katrien Wauters, responsible for UiTPAS at the Culture, Youth and Sport Department in the city of Aalst [email protected]

www.cultureforcitiesandregions.eu