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European Capital of Culture Aarhus 2017 / Strategic Business Plan Strategic Business Plan / Introduction 2 Aarhus 2017 Strategic Business Plan / Introduction 1 Aarhus 2017 European Capital of Culture Aarhus 2017 / Strategic Business Plan Strategic Business Plan / Introduction 2 Aarhus 2017 European Capital of Culture Aarhus 2017 / Strategic Business Plan 2015—2018 Date: December 2015 Editing: Rina Valeur Rasmussen, Head of Strategy and Operations, Aarhus 2017 Helle Erenbjerg, Communications Officer, Aarhus 2017 Design: Hele Vejen Cover photo: DOKK1. Photo: Schmidt Hammer Lassen Architects Page 5 Rebecca Matthews. Photo: Michael Grøn, Billedmageren Print: Rådhustrykkeriet, 2nd. edition, 1000 copies ISBN: 978-87-998039-5-8 Under the patronage of Her Majesty the Queen European Capital of Culture Aarhus 2017 / Strategic Business Plan 2015—2018 Under the patronage of Her Majesty the Queen Strategic Business Plan / Introduction 2 Aarhus 2017 Her Majesty Queen Margrethe 2, April 2015, Aarhus. Photo: Brian Rasmussen Strategic Business Plan / Introduction 3 Aarhus 2017 Let’s create a fantastic year In 2017, Aarhus and the Central We can look forward to 2017 as the year Denmark Region will be the European where the Central Denmark Region will Capital of Culture. This is a project of be stimulated by a vast array of activi- both international and national scope, ties, with an inspiring arts programme, with happenings all over the Central international conferences and exciting Denmark Region and one of the most events. It will be a unique chance to ambitious cultural endeavours Den- release the region’s creativity and mark has been a part of for many years. innovation, and create new networks In 2017, we will celebrate our unique for many years to come. culture and values which make us who we are. With a wide range of national The Central Denmark Region is already and European partners, we will create a undergoing a rapid development: foundation in the region for the future business has grown and cultural we want to live in. institutions have gained international attention. This did not happen on its The European Capital of Culture marks own; it is the result of putting a focus the transition to a stronger common on culture, industry and education. We awareness of who we are as Danes and are creating the steps we will take to Europeans. We have something unique become a part of Europe’s future. Let’s to offer in the Central Denmark Region, create a fantastic year together! wonderful nature, creative industries, international education, research and a great culture, all within a relatively small geographical area. ‘No man is an island, entire of itself; every man is a piece of the continent, a part of the main’, said the English poet John Donne almost 400 years ago. This sentiment of human, geographic, and cultural empathy is precisely what Aarhus 2017 is all about. As Danes and Europeans we are unique but also Jacob Bundsgaard part of a shared culture, linked by a City Mayor of Aarhus and the continent and an economic and social Chairman for Aarhus 2017 environment. Strategic Business Plan / Introduction 4 Aarhus 2017 DHL, Aarhus 2015. Photo: Brian Rasmussen Strategic Business Plan / Introduction 5 Aarhus 2017 Aarhus 2017’s vision I am proud to present this second four seasons, more than 350 projects, beyond, and we are working closely and final edition of the Aarhus 2017 three core values, seven themes, with Danmarks Radio, the Royal Danish Strategic Business Plan. It is a plan eight artforms, more than 365 days of Theatre, VisitDenmark and The Danish that reflects upon the history of our activities. We will reach out across sec- Agency for Culture amongst others to endeavours. Grown from myriad con- tors, municipalities, communities and realise this. sultations and workshops and driven countries. by the efforts and involvement of over There is some way to go before 21 Janu- 10,000 people during the bidding phase, And of course we haven’t started ary 2017. But rest assured, we will be we are now seeing a vibrant cultural with a blank canvas. The bid book was ready to take our place in the spotlight year emerging in Aarhus and the Central excellent, created from comprehensive on that day. We ask that you work with Denmark Region. and imaginative consultation – the col- us to participate in this extraordinary lective mindset that embodies Danish moment in our cultural history. This is This Strategic Business Plan is our ideals so readily – and it will continue to our point in time to create a cultural road map and it is the measure of our be the cornerstone of everything we do. programme which uses culture and success. It marks the milestones and the arts to interrogate pressing global indicators we have to achieve along the However, bid documents are designed concerns and burning local issues; to way in order to fulfil the ambitious goals to win bids. And our bid began its devel- connect us across cultures and coun- set for Aarhus 2017. It is a document we opment 8 years ago. We won the title of tries in meaningful ways; to generate refer to every day, a tool for monitoring European Capital of Culture more than 3 economic, social and cultural growth for and evaluating our progress and for years ago, and another 3 years will pass the region; and to give us an extraordi- holding us to account. before we complete the project. Such narily good time in the process. a time span, together with the rethink Art and culture expands our world by mentality and the constant flux of the I urge you to read the document in full offering us a space in which to sense, cultural landscape, are just a few of the in order to grasp the magnitude of the think and feel. For an entire year, reasons why this project must stay in task ahead, the steps we need to take we will make Aarhus and the Cen- motion and adapt over time. Our job to get there, but more importantly, the tral Denmark Region that space, the now is to curate the bid into a mean- opportunity for each and every one of epicentre of lively cultural activity and ingful artistic and cultural programme us to create our own Aarhus 2017. debate for the whole of Denmark and that clearly describes Aarhus’ and the indeed Europe. Our vision to use art and Central Denmark Region’s future, and culture to precipitate change will see us reflects its heritage and to scope this rethinking the challenges of tomorrow, ambition within the reality of the fund- challenges we share with our European ing available. fellowship and boldly asking the difficult ‘What if?’ questions – those that make That is encapsulated in this plan. a difference to Danes and Europeans alike. It was a visionary city and region that stepped up to take the title of European As European Capital of Culture, ours Capital of Culture. Now we ask the nation will be a year of a thousand stories. A to do the same. Every European Capital of year that speaks to each of the senses, Culture is also a national event and, as our where we radiate the unique elements profile and positioning grow alongside our of Danish DNA. A year of celebrations, dynamic programme, we look outward to contemplations and provocations. A our fellow Danes to expand partnerships year in which we examine our past and embrace our national cultural offer to better shape and understand our together. future. It will be a year for everyone – We have a clear ambition to make Rebecca Matthews young and old, city and countryside, European Capital of Culture Aarhus Chief Executive, east and west. With 19 municipalities, 2017 resonate from coast to coast and Aarhus 2017 Foundation Strategic Business Plan / Introduction 6 Aarhus 2017 ’Your Rainbow Panorama’, ARoS. Photo: Lars Aarø, VisitAarhus Strategic Business Plan / Introduction 7 Aarhus 2017 Contents Who we are and why we do it 9 The Aarhus 2017 organisation 10 Aarhus 2017 Board of Governors 12 The Regional Steering Group 12 Advisory Boards 12 The Secretariat 15 Vision, mission and impact 16 Let’s Rethink 18 Long-term impact and key performance indicators 21 Stakeholders 21 Risk assessment and mitigation 23 International engagement How we are doing it 25 Programme 26 The spirit of Aarhus 2017 28 The Wheel – in motion 30 Values, themes and art forms 32 Programme development 35 Communications 36 Effective communication at all levels 37 Target groups and communication platforms 41 Budget and finance 42 Budget 43 Public funding 44 Fundraising 47 Documentation, learning and legacy 48 Monitoring 49 Evaluation 50 Legacy 53 A new beginning 55 Appendixes 56 Aarhus 2017 Board of Governors 57 The Secretariat 60 Programme Advisory Board 61 Development Board 62 Communications Advisory Board 64 Sponsors/Partners Strategic Business Plan / 8 Aarhus 2017 Strategic Business Plan / The Aarhus 2017 organisation 9 Aarhus 2017 Who we are and why we do it The Aarhus 2017 organisation Aarhus 2017 Board of Governors The Regional Steering Group Advisory Boards The Secretariat Strategic Business Plan / The Aarhus 2017 organisation 10 Aarhus 2017 Aarhus 2017 Board of Governors The Aarhus 2017 Foundation is a com- The Board of Governors is in charge of mercially operated Foundation estab- the overall management of the Founda- lished in November 2012. The Aarhus tion’s activities and bears the financial 2017 Board of Governors comprises 13 responsibility for the Foundation. members. 7 members are politically The Board of Governors manages the appointed and 6 are independent Foundation in compliance with its professionals from the cultural and objectives and Articles of Association. business sectors (see appendix). The Mayor of Aarhus is the Chairman of the Board. Organogram Aarhus
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