NSW Creative Industries: Action Plan
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INDUSTRY ACTION PLAN NSW CREATIVE INDUSTRIES Prepared by the Creative Industries Taskforce 29 April 2013 CONTENTS Preamble ........................................................................................................................................................... 2 1 Executive Summary ....................................................................................................................................... 3 2 The Creative Industries – what are they?...................................................................................................... 9 3 A Critical Sector: NSW Creative Industries .................................................................................................. 10 4 A Vision ........................................................................................................................................................ 17 5 What are the issues needing attention? ..................................................................................................... 18 6 Recommendations....................................................................................................................................... 20 7 Monitor and Review Performance .............................................................................................................. 53 Appendix A - Taskforce’s Terms of Reference................................................................................................. 55 Appendix B - Sub-sector economic profiles..................................................................................................... 56 Appendix C - Strengths, Opportunities and Challenges for NSW Creative Industries..................................... 67 Appendix D – List of Submissions.................................................................................................................... 75 Appendix E - Overview of Creative Industries IAP Recommendations ........................................................... 77 Appendix F - List of abbreviations ................................................................................................................... 84 NSW CREATIVE INDUSTRIES ACTION PLAN 1 PREAMBLE The NSW Creative Industries Action Plan (IAP) is one of six1 IAPs commissioned by the NSW Government to help rebuild the NSW economy. The NSW Government appointed the Creative Industries Taskforce to lead the development of the vision, long-term strategy and actions positioned to drive the growth of the creative industries over the next 10 years. The Taskforce notes that this IAP is being developed in an environment where governments at all levels are reviewing their arts and cultural policies. The Commonwealth Government released its National Cultural Policy, Creative Australia, on 13 March 2013, two days after the release of the draft IAP. There is strong alignment between the National Cultural Policy and the Creative Industries IAP. This includes: the recognition of the importance of the creative industries to Australia’s future social and economic prosperity; the strong focus on education and investing in developing creative careers; and the importance of maximising the use of high-speed broadband in order to connect metropolitan and regional areas, and the opportunity this offers businesses to improve market access and connect with new national and international audiences. The NSW Government has also committed to developing a NSW arts and cultural policy. This will strengthen the NSW Government’s approach to arts and cultural investment, provide a foundation for the continued development of the State’s cultural institutions (Art Gallery of NSW, Australian Museum, Museum of Applied Arts and Sciences, State Library of NSW and the Sydney Opera House), other NSW arts and cultural organisations and artists, and identify ways to support participation in arts and cultural activities. Meanwhile the City of Sydney has released its discussion paper, Creative City, as an initial stage in developing its own cultural policy. The Taskforce appreciates the importance that access to world-class and good quality arts and cultural infrastructure has in sustaining creative industries in NSW. The Taskforce notes that the NSW arts and cultural policy will have a specific focus on the needs of the publicly funded arts and cultural infrastructure in NSW. For this reason, the Taskforce has determined that these issues are more appropriately considered within the context of the development of the NSW arts and cultural policy and the issues raised will be referred to Arts NSW who is facilitating the development of that Policy. It is anticipated that, at the NSW Government level, the IAP and the impending NSW arts and cultural policy will complement each other and provide a sound platform to help drive the growth and development of the creative industries. 1 The other industry sectors with an IAP are: Professional Services, Digital Economy, Manufacturing, International Education and Research, and the Visitor Economy. NSW CREATIVE INDUSTRIES ACTION PLAN 2 1 EXECUTIVE SUMMARY In establishing this Taskforce, the NSW Government has acknowledged the importance of the creative industries to the overall NSW economy, as well as its profound positive contribution to our lifestyle and society. NSW continues to lead other Australian States in the creative industries. The Taskforce sees leveraging NSW’s premier status and natural advantage in the creative industries as a key opportunity to ensure that NSW, through Sydney, is recognised as a global creative centre and an Asia Pacific leader in creative industries. This is not only attainable, but smart. Creative businesses located in cities such as New York, London, Paris, Stockholm, and Tokyo enjoy a halo effect based on the creative reputations of their home towns. Sydney should develop a similarly compelling creative brand to facilitate market development initiatives and encourage higher levels of activity and growth. Achieving such a vision would return immense economic and social benefits to NSW. Central to realising the IAP’s vision, the Taskforce has made recommendations for action by various levels of Government, industry, education and research organisations, under five broad themes for action: 1. Sustained NSW Government Leadership through continued engagement with the industries and recognition of the sector’s dynamism and impact. 2. A dedicated Brand and Communication strategy to elevate the industries’ achievements and profile. 3. Improving Investment and Business Development outcomes through better access to information, partnerships, and initiatives to drive research and innovation. 4. Maximising the benefits of existing and emerging Infrastructure. 5. Positioning Education and Training to attract, develop and retain talent and to align more closely with industry needs. NSW, through Sydney, recognised as a global creative centre and an Asia Pacific leader in creative industries NSW Government Leadership Outcome: NSW Creative Industries are recognised as crucial to the State’s future economic prosperity and positive social outcomes Priority Action Areas: •Recognise and promote the industries’ importance •Central Ministerial/Departmental contact point within NSW Government •Ongoing dialogue, monitoring & review Brand and Communication Outcome: Sydney successfully positioned as a global creative centre and gateway to NSW Priority Action Areas: • Raising our global profile • Recognising our achievements Investment and Business Infrastructure Education & Training Development Outcome: Ensuring we have and use Outcome: Ensuring talent is Outcome: More innovative, competitive our assets for global competitiveness identified, developed & encouraged & sustainable creative businesses Priority Action Areas: Priority Action Areas: Priority Action Areas: • Maximising benefits of high speed • Better co-ordination to develop key • Providing tailored information & advice broadband, emerging technology & capabilities • Partnerships for innovation & productivity equipment • Encouraging & developing creative • Improving market access • Improving access to suitable careers • Driving competitiveness through design accommodation & venues • Encouraging creativity Key Performance Indicators: • Employment growth • Sydney’s global creative brand ranking • Export growth • Number of creative businesses NSW CREATIVE INDUSTRIES ACTION PLAN 3 THE FACTS • NSW accounts for 39.6% of Australia’s creative industries workforce.2 • NSW creative industries directly employ 4.7% of the total NSW workforce, with a further 2.1% of the workforce employed in creative occupations in other industries. • More people directly work in NSW creative industries than those employed within the NSW agriculture and mining industries combined. • Employment growth in the NSW creative industries was nearly double that of the rest of the State’s workforce (2.6% vs 1.4% per annum from 2006 to 2011). • NSW creative industries services exports were worth around $1.4 billion in 2011-12. • NSW is home to 42% of Australia’s design occupations. The creative industries are made up of a broad conglomeration of industries. The Taskforce has deliberated on many issues during the development of this IAP. Given the significant diversity of activity, the Taskforce has approached its recommendations by identifying the actions needed to strengthen the industries as a whole rather than on an individual sub-sector basis on the basis that delivery on common needs and opportunities