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Timișoara 2021 European Capital of Culture / Candidate City INTRODUCTION / GENERAL CONSIDERATIONS
Why does your city wish to take part in the competition for the title of European Capital of Culture?
urope relies on those cities where little sparkles can constantly generate trans-continental transformations. EFor this reason, TM2021 aims to become an open experiment which overcomes the passivity in today's Europe. TM2021 stimulates the individuals’ inner energy, which can shine through and unite their community, their city and the 1 whole continent powered by culture.
What now? – Și acum? As a middle-sized city in the far west flagship of both the Banat region and of Romania with 319.272 inhabitants, neighbouring Transylvania, carrying How many times have we found close to the border with Hungary light throughout Romania and beyond ourselves or the people around us and Serbia, Timișoara is facing the its borders throughout the Balkans, in asking this two-word rhetorical difficulties many cities in Europe the south and throughout Europe to the question? It is the expression of our are also facing, but it is ready to act. centre, west, east and north. passivity as a comfortable habit The city wants to take a chance of of shifting the responsibility to translating the lost values of middle This application for the European somewhere else. Unfortunately, too class - which have always been part of Capital of Culture (ECoC) title does not often we come across this attitude its history in a contemporary scenario. want to look at the past. Instead, it is a among today’s Europeans. The city The people of Timișoara have lived call to action to make changes happen programme for the European Capital a life inspired by entrepreneurship, through culture in the Europe of today. of Culture in 2021 fights against this multi-confessionalism, multi- and It is culture that offers a safe place energy-draining apathy-inducing interculturality and active civic society left to develop creative solutions that attitude. while encouraging their comunities work on passivity and learn from each to follow the same values. In the other. Therefore, as European Capital consultation process we carried out of Culture, we will offer an array of Passivity is a main problem in the with citizens in the last years, they programmes founded on the inherent Europe of today have expressed the longing that it is transforming power of each individual time to retrieve those values which within their respective communities The gap in Europe between the poor gave the city the inspiration to be the across Europe. and rich widens, tensions between religions arise, there is an increasing distrust in democratic structures and participation in political life erodes further. The disappearance of middle class values is damaging the economic, social and cultural stability of our continent. Radicalism and xenophobia appear at the horizon. Instead passivity is comforting, while in relationships with others, only the opportunity of disagreement takes the individual out of the comfort zone. It is time to re- establish a dialogue, to take a critical attitude and to decide what kind of Europeans we want to be, which are our common and specific values as Europeans.
timisoara2021.ro INTRODUCTION / GENERAL CONSIDERATIONS
Shine your light can culture generate opinions and Europe, the first public lending library influence decision-making. In other and telegraphic and phone service in By accepting the challenge of the words, culture is the last free zone to what is now Romania, the first cinema Candidacy, Timișoara has asked its being a European citizen. screening, the first public swimming citizens about their current urgencies. pool and the first football stadium Issues which repeatedly emerged are in Romania, and the only European the lack of civic energy, intolerance Light up your city city with three state theatres in three towards marginalised groups, the different languages. In 1989 the sparkle Geographically situated at the loss of public space, the lack of an of the civic revolution toppled the meeting point of many cultures, international profile of the city communist regime in the country. and of the region defined by multi- from west to east and from south 2 and interculturality which is truly to north, Timișoara has a history of contemporary European, and the lack being cosmopolitan and ecumenical, Shine your light - Light up your city!
Nowadays, Timișoara is at the forefront of medicine, technology and IT breakthroughs in the region. Thus it is the moment to recreate the history of the city in a new European scenario and to restore those middle-class values the city has always exported, such as cooperation and harmony, tolerance and civic responsibility, in a very contemporary context where entrepreneurship is to be understood within a network, where religions learn values and spiritual energy from each other and real freedom is in culturally-diverse relationships. For this reason, the Candidacy is about the relationship with the other, about how to build the bond between the individual and the community, and how to learn to be a European citizen of a common vision. Therefore, we with over 30 cultures and ethnic and light up the city through culture. have chosen to design our TM2021 community groups - including cultural programme around these Germans, Hungarians, Serbians, For the people of Timișoara, culture urgencies, starting with the inner Bulgarians having lived alongside is the wave to speed up change energy and inherent strengths of the each other for centuries. Orthodox, at political, religious, economic, individuals to make a difference within Catholics, Jews, Protestants, Lutherans, educational and social levels. their own circles of influence, be they Reformists and other religions have Therefore, the programme we propose their close family network, their far- freely worshipped together. The place for the European Capital of Culture away facebook friends as in Addictive was an engine in the region which will reach out into these areas. We Lights, their neighbourhoods, their offered people the opportunity to move wish to create a common platform schools as in Dare to Shine, their cities, forward and let others do the same. for culture advocacy which facilitates their countries and even the continent Furthermore, Timișoara’s diaspora rethinking of the system in terms of and the world like the closing event. has spread all around the continent, cultural and social engagement, acts on having the possibility to interact with increasing the local authorities’ budget The result of restoring this energy is other Europeans, by facing the same for cultural activities, and incorporates the transformation of the individual cultural challenges from a different the creative industries in the long-term into a citizen who is able to light up the perspective. economic strategy of the city and of the city. Therefore, in relation with others, region. just as you have a reason for dialogue Throughout its history, Timișoara has and interaction with the community, been a city of little sparkles that started you can shine the light. If the title of trans-continental transformations. European Capital of Culture is awarded The first city in the Austro-Hungarian to us, we intend to find more concrete Monarchy to have street lights and reasons for the individual to go out later the first city in continental Europe of their comfort zone into the public with electric street lights, the first space, to leave passivity behind and newspaper in what is now Romania experience engagement through and the first newspaper in German culture. Only in this common space in East-Central and South-Eastern
Timișoara 2021 European Capital of Culture / Candidate City INTRODUCTION / GENERAL CONSIDERATIONS
Does your city plan to involve its surrounding area? Explain this choice.
ur approach to involve the surrounding area is not merely based on geographical criteria. Instead we are Oplanning to involve people who feel a deeply-rooted emotional connection to Timișoara. These are people from afar - the diaspora; from nearby - the people living in the Banat region (presently stretching over three countries: Romania, 3 Serbia and Hungary); and from here - the population of Timișoara.
Since the 18th century up until the The first wave saw the emergence trained professionals and skilled Second World War, the city was a of the ethnic diaspora, who moved labourers, but also seasonal workers powerhouse fuelling the economic abroad in masses in the second half in Italy, Spain, Germany, and France. development in the Banat region of the twentieth century. The so- They will become our ambassadors with an echo through Central and called ‘Banater Schwaben’, more than for two reasons: they still maintain Southeastern Europe. This drive was 100.000 strong, are mainly German transnational connections with the also powered by the city’s openness farmers and one of the most important family left at home, and in migration to Western Europe, making Timișoara communities of the Banat region, their local pride is reactivated and they a quintessential European city. Thus, along with the Romanians and Serbs. become more civically oriented. our surroundings are the whole of During the communist period and Central and Southeastern Europe. after the revolution they gradually We approach them on three levels left the country. In 1992, there were Timișoara in the Region - Banat in representing the city’s ties with Europe, just over 13.000 Germans living in Timișoara the Banat region and Romania. Timișoara, while at the 2011 census On the regional level, we have there were 4.193. The once-thriving three frameworks which can help Jewish community numbered 13.000 us build connections and which Timișoara in Europe - Europe in persons after the Second World War, makes Timișoara an incubator Timișoara while today there are only 600. The for transnational and national Hungarian ethnic group also decreased Szeged, Novi Sad, Graz, Karlsruhe and collaboration projects. from almost 30.000 people in 1992 to Mulhouse are among the most active half in 2011. twin cities of Timișoara. We have • Timișoara is situated in the far close partnerships with these cities, western part of the country, with The Banater Schwaben hold regular and exchange cultural programmes a population of 319.272. Within meetings in Germany where they which we want to develop further with a radius of 600 kilometres, there celebrate their common heritage TM2021.These partnerships enable are seven major capital cities of and links with Romania. Every year, us to spread our wings from the far Central and Southeastern Europe: they return to Timișoara to celebrate western to the far eastern corners of Bucharest, Bratislava, Belgrade, traditional holidays. The German and the continent. Budapest, Skopje, Zagreb and Hungarian communities established Vienna. This will enable us to build cultural institutions like the German When it comes to the diaspora valuable connections with these State Theatre, the Hungarian State dispersed across Europe and the world, major cultural, political and Theatre, the German Cultural Centre, they still maintain their long-lasting administrative centres. the Austrian Library and the German connections with their hometown, Forum. and it is these connections we want to • A second framework of cooperation build upon in our TM2021 programme. is the Danube–Criș–Mureș–Tisza The second wave of emigration took Official statistics show that almost Euroregion (DKMT) of which place after the 1989 Revolution. 110.112 people have left in the last 25 Timișoara is part, being also the Timișoara has seen its brightest young years, but in reality these figures are largest city. Covering 70.000 km2, people and important workforce leave likely to be much higher. this stretches over the southeastern for Western Europe. Many Romanians area of the Carpathian Basin, with from the Banat region are mostly
timisoara2021.ro INTRODUCTION / GENERAL CONSIDERATIONS
a population of about 5.3 million. collaboration in many EU-funded from struggling cities like Reșița, once This also connects Timișoara to projects and the establishment of a thriving industrial city, now in a the Danube via the Bega Canal, the Regional Office for Cross-border constant state of decline. a connection the city is trying Cooperation in Timișoara. to re-establish, not just on an By involving all these people who have infrastructural level, but also a close or distant relation with the city on a cultural one. That is why Timișoara in Romania - Romania in in programmes like Flash of Memory Timișoara was the host of the third Timișoara or the closing event, we are bestowing International Danube Conference them the name of Timișoreni - citizens Timișoara is at the centre of one of on Culture entitled Danube - The of Timișoara - and we welcome them to the eight development regions of River as an Experience organised in our TM2021 community, which spreads Romania, making the city an important June 2015 by our Association. around the whole world. 4 economic and cultural hub, attracting waves of internal immigration as • Timișoara is also the capital city well. Young people from neighbouring of the historic region of Banat, counties move to Timișoara either to which has a population of around study or to work. Many of them are 1.7 million. This has facilitated the
Timișoara 2021 European Capital of Culture / Candidate City INTRODUCTION / GENERAL CONSIDERATIONS
Explain briefly the overall cultural profile of your city.
imișoara is defined by culture, experiment, innovation and heritage. Rather, for now, it is known for its IT&C and Tautomotive industry.
Timișoara has a renowned cultural Shortfalls contemporary performing art took heritage where the arts have place in Timișoara, in the ruins of 5 thrived. Experimenting with new Nevertheless, there is still a lack of what is now the restored Timișoara Art forms of artistic expressions and the cultural coherence, capacity building Museum, the Baroque Palace. creative industries, particularly the and audience development, a lack IT&C, has contributed to the overall of strategic direction and cultural With all its deficiencies, Timișoara is economic development of the city. innovation. Very modest, and few, still a city where creativity, solidarity, Yet, Timișoara lacks a well-defined initiatives have been organised in these connectivity and responsibility international cultural profile and directions. One example is Plai Festival, complement an open attitude, and this the instrument to make the much an international world music and art is what makes Timișoara stand out. needed connections between the festival, in its 10th year. Plai Festival The citizens are proud of their city and local and the international contexts. is a volunteer-run event held in the believe it needs to be maintained and Banat Village Museum of Timișoara, nurtured for future generations. Recent steps which is a great example of audience development. Other examples are Some promising small steps to Ambasada as a creative incubator recognise the economic potential of for cultural startups, the Museum of culture as essential investment have the Communist Consumer, and the recently been taken. First the local Simultan Festival, an annual festival budget for cultural activities has dedicated to media art and artistic trebled for the last three years. The experiment. second remarkable step was the long- term cultural strategy (2014 - 2024). Future steps
Despite these noteworthy efforts, Timișoara aims to brand itself as the Timișoara is yet to become a city where the IT world and culture progressive cultural city with an meet. While the IT sector can claim a appropriate cultural infrastructure. good international profile while still Out of the 30.479.861 million lei staying locally rooted, the cultural (€7 million) representing the local sector cannot claim the same. Hence, budget for culture in 2014, a little there is little evidence of these two over 12% reached independent entities working in tandem, yet. The cultural initiatives, thus inhibiting aim is for the economic strategy to be the stimulation of the local creative aligned with the cultural strategy of the industries and their long-term city and vice-versa. sustainability. The situation is not different at regional (the Timiș County) During the industrial revolution, level, where 85% of the budget for Timișoara had an emerging middle culture goes to public institutions and class among whose values were a 15% to the cultural agenda. Despite this cultivated taste for culture. During shortfall, Timișoara can pass as a very the communist regime, Timișoara was vibrant artistic city, since the yearly the only city in Romania where artists agenda looks impressive with around were allowed to perform cultural 3.500 to 4.000 cultural and artistic interventions in public. After the events. 1989 Revolution, the first festivals of
timisoara2021.ro INTRODUCTION / GENERAL CONSIDERATIONS
Explain the concept of the programme which would be launched if the city is designated as European Capital of Culture.
hine your light - Light up your city! captures the reflection of the inner energy and the individual values Sinto the community, followed by their dispersal over pan- European borders from where they travel back imbued with new meanings. 6 The purpose of our programme for This includes the lack of action includes the lack of awareness of the European Capital of Culture is needed to turn change into the relationship of humankind with to generate, through culture, the decision-making; the environment. energy that the individual needs to rediscover the connection with • increase of EXCLUSION towards These urgencies taken separately are the community and the willingness marginalised groups, namely Roma common to many European cities, to take the future into her/his people, disabled, migrants and but all together is what makes them own hands. The concept of our low-income people. Whereas in specific to the city of Timișoara. programme is that by sharing your the past we were such multi- and cultural identity and memories with inter-cultural society, now we have The aim of our cultural programme others, or as we call it - Shine the lost the cultural strengths of living is to offer in 2021 an array of light, you transfer human energy in diversity and we tend to separate interventions that throughout the co- into the community and build a instead of include the other; creation of cultural contents recreate new sense of citizenship, or as we an active European citizenship. The call it - Light up the city. This new • distrust in common ownership cultural programme is the medium that sense of European citizenship is of PUBLIC SPACE and disbelieve stimulates and generates a proactive inclusive, caring, responsible and that public space is where changes civic involvement. also technology-minded, competent take place. This is mainly due to and confident. commercial speculation, limited access due to bureaucracy, poor Our approach is coherent in In our work with the community design, neglect and also vandalism; the concept during the last four years, we have Shine your Light! is our participation identified those urgencies that reflect • lack of a visible INTERNATIONAL strategy. It works with the principle both the aspirations of the citizens and PROFILE of the city, since its of inspiration - a gentle push for the problems which prevent the city enlightened identity was destroyed engagement and yet, stronger than an from becoming the place its citizens by the totalitarian regime, and invitation. Basically, the way we work want it to be. afterwards by private interests, and is that artist-activists look over the has not been strongly redeveloped shoulder of the individual to see what yet into the contemporary version blocks him or her from releasing their Our strategy is to work of the interconnected and authentic inner energy in the community, and co- with urgencies place that used to be; create authentic and powerful cultural These necessities for change give interventions that try to take away • no shared VISION of the future, meaning to the programme: those blockages. The artistic initiatives since there is no common are able to stir the status quo, highlight understanding of the past and • lack of CIVIC ENERGY to speak dysfunctionalities ignored by decision the present, and no trust in the out, take responsibility and act makers, and propose experimental democratic systems to truly as citizens in the context of the approaches to the challenges faced by implement any commonly- community and the neighbourhood. society. developed strategy. This also
CIVIC ENERGY TOLERANCE Inner Light Shared Sight
OPENING EVENT accelerate expose reflect
Timișoara 2021 European Capital of Culture / Candidate City INTRODUCTION / GENERAL CONSIDERATIONS
Light up your city is our confidence to initiate citizen-led thus embracing the benefits of living communication strategy. Reflection is actions, funding mechanisms and new together in diversity. the principle that works as an echo business models for citizen initiatives, effect, that makes the messages more accessibility of public spaces and Light and Dark Spaces is an opportunity intense and repetitive, sent from services, educational programmes to penetrate the rigid mentality which Europe to Timișoara and bouncing involving an intergenerational holds back many Europeans from back. As people in our city tend to pay audience, exchanges with international new social experiences. People are more attention to the diaspora and art and cultural institutions. invited to explore places they do not the international media and social usually look at, because of the way they channels, we will send out messages are publicly perceived. The eyes will that bounce back via the European Our programme reflects also open to unexpected new vertical network of our citizens, with a higher the civic reality dimension of the city: the space above. 7 intensity for the local audience. During consultations and debates with Light over Borders brings onto the members of the local, European and Shine your light - Light up your city! Timișoara stage an array of European regional community, urgencies have is our artistic vision. It is the overall cultural interventions and initiatives. been developed into the essentials of integrating approach that initiates All major cultural operators in the city, the artistic concept. The result is that and accelerates the radiation from in partnership with European peers, each of the five urgencies has its own the source - the individual and her/his put together an extensive programme strand with a flagship and main events. culture and experiences - to a target - floating downstream towards new the community - with intrusive effects public and networking opportunities. We envisage our opening ceremony, in society, which remove passivity and The abundance of encounters will Light My Fire, as an event literally release civic energy for engagement lead the quest to explore diversity and powered by people. The polymorphous and art. difference, but also to underline basic performance, gathering a huge crowd common humanity. of people and the attention of the world Our audience development strategy is meant to accelerate each individual’s is to inspire through meaningful Towards the end of our year-long longing to experience new ways of artistic works and projects, thus artistic programme we hope people are relating to each other, and show their widening the individual’s perspective prepared to widen their perspective. openness for engagement in the larger and accelerating the embedding into Lightscapes shows the need to globalise community. the mainstream consciousness. Our our thinking in order to create thriving strategy is to transform individual local communities. It also defines the Inner Light invites people to expose culture and memories from isolated vision for the future and reveals the their own stories, memories and bubbles into growing clusters of citizen Insights of the legacy which TM2021 experiences to turn them into a action, by working with the direct leaves behind. propellant for civic action. As Europe is connection between active audiences experiencing a digital divide between and active citizenship. As there is an On 20 December 2021 Timișoara is generations, the programme aims to increasing hunger for dialogue, debate, ready to re-start along with the places challenge each individual’s status quo. co-creation and interaction, our artistic and the cities where the radiation We transform the youth’s technology- programme offers a response through of energy from Timișoara has been induced trance into purposeful that type of cultural participation that spread in a human geography of collaborative action, while engaging increases the likelihood of broader empathy, exchanges and interactions. with the older generations, and civic engagement. At the end of that magic night all the creating new opportunities to make the citizens will ride A Never Ending Ray common European heritage accessible. Examples in our programme include, of Light rising from Timișoara in the but are not limited to, open and direction of the new ECoC cities. Shared Sight is about encouraging transparent consultations and decision- Europeans to reflect on and change making processes for public spaces the way they relate to each other, and services, a degree of trust and
PUBLIC SPACE INTERNATIONAL LACK OF VISION PROFILE Light and Light over Lightscapes Dark Spaces Borders
CLOSING EVENT penetrate network globalise re-start
timisoara2021.ro 1. CONTRIBUTION TO THE LONG-TERM STRATEGY
Describe the cultural strategy that is in place in your city at the time of the application, as well as the city’s plans to strengthen the capacity of the cultural and creative sectors, including through the development of long term links between these sectors and the economic and social sectors in your city. What are the plans for sustaining the cultural activities beyond the year of the title?
he cultural strategy acknowledges the diverse and dynamic cultural activities which have taken place in the 8 Tcity. It realises the strong connections Timișoara has with the other cities in the region and it considers the strategic position of Timișoara in the heart of the Euro-region which includes parts of Serbia and Hungary. Timișoara is the first city in Romania to have such a long-term public policy document.
In October 2014, the local authorities art is encouraged in an active term sustainability. This includes a published the cultural strategy for manner with a special interest first-year mentoring scheme which the following ten years after more towards experimentation and would enable economic agents, and than one year of public consultations, interdisciplinary; the IT sector, to help the cultural and workshops and debates held with the 3. Involved Timișoara: cultural unity creative industry agents to become local cultural sector, since this has and diversity live side-by-side and profitable and sustainable. During the been among the top four priorities the city identity, in its continuous year, programmes such as Addictive and an integral part of the overall efforts to redefine itself, is rooted Lights, Brilliant, Insights or the closing development of the city. in the multicultural, multilinguistic event are based on a close cooperation and multiconfessional profile of the between the cultural sector and a The main objective is the development city; variety of business representatives of the city through culture and the 4. Connected Timișoara: connected from technology companies to small creative industries, by collaboration to the contemporary artistic creative start-ups. with other sectors and with other cities movements in Romania and in the region, in the country and across Europe; the continent. 5. Responsible Timișoara: the Long-term sustainability plans natural and man-made heritage is The vision for the next ten years The strategy draws on the analysis of protected, with good and generous concentrates on building on the twelve public policy documents (see public spaces offering a diverse inherent character of the city defined below) which acknowledge culture as cultural and artistic experience. by experiment and disciplinary a development factor for the city and mix. This direction has been the the region, as well as on numerous key recommendation of the cultural participative workshops, focus groups Links with the economic and strategy, as well as the outcome of the and qualitative interviews involving social sectors workshops carried out by the TM2021 almost 2.000 individuals, aiming to While the cultural sector has developed Association. highlight the contribution of culture to strong links with the social sector the long-term development of the city (such as the Pentru Voi [For You] Among the strategic recommendations and the region. organisation which promotes the are: the creation of a cultural hub to social integration of people with support emerging artists; a platform Following these consultations the mental disabilities), it cannot boast for cultural startups including financial strategy identifies five main directions the same closeness with the private support for the first year; new spaces together with their objectives: sector. One of the weaknesses of the of artistic production and exhibition cultural sector is its reliance on public so that contemporary art is accessible 1. Open Timișoara: cultural funds and subsequently its inability in public spaces. Other long-term governance is based on to attract private funding. This limits recommendations are: investment participatory democracy, where its capacity to develop and engage in human resources involved in the the public sector creates a suitable with new segments of audiences. creative industries; stimulation of environment for excellent cultural However, the strategy strongly suggests artistic mobility; developing long-term activities; developing these links for their long- links between the economic sector 2. Creative Timișoara: contemporary
Timișoara 2021 European Capital of Culture / Candidate City 1. CONTRIBUTION TO THE LONG-TERM STRATEGY and the cultural and creative industry; Public Policy Documents 6. Strategy for the Development of engaging and reaching out to new the Western Region 2014-2020, segments of audience; developing 1. General Concept of Urban based on which the West Regional regional and cross-border cultural Development (Master plan) – part of Development Agency of Romania networks. the General Urban Plan, 2012; has allocated €642 million of 2. The Sustainable Urban Mobility European funds; The document rightly notes that not Plan – in development in 2015, with 7. IPA Programme for the cross-border only the cultural offer of the city needs an estimated budget of €70-100 collaboration between Romania to be developed sustainably but also million, integrating Vision 2030 – and Serbia 2014-2020, with a total the community itself, with a greater General Development Strategy for budget of €88 million; concern for the younger generation. the Traffic within Timișoara and the 8. Interreg V-A Programme between Metropolitan Surrounding Areas Romania and Hungary 2014–2020, 9 The proposed institutional framework from 2008; with a total budget of €232 million; for sustaining the long term activities 3. Socio-Economic Development 9. Study of the Development Potential of the city beyond the year of the title Strategy for the Timiș County of Timișoara and Arad, 2013, having is a shared responsibility between the 2009-2015, estimated at around an estimated budget of €6.820 Communication Department of the €870 million, now being continued million; Municipality of Timișoara and a newly- through the Socio-Economic 10. Integrated Development Plan of recommended Centre for Cultural Development Strategy for the the Timișoara City Hall 2012, of €70 Projects. Given the large budget it will Timiș County 2015 - 2020, in public million; administer for cultural initiatives, this consultation; 11. Historical Study of the Protected institution is subjected to the principles 4. The Strategy of the Management Built Areas – Timișoara 2011; of transparency and accountability, of the Green Public Spaces in 12. Strategic planning based on the therefore any political influence should Timișoara 2010-2020, of around analysis of the eligible programme be monitored by the civil society. €16-17 million; area of Cross Border Cooperation 5. Joint Development Strategy for Programme between Romania and Through TM2021 we want to build the Development of the Tourist Hungary. on the good things which enrich the Potential of the Bega Canal in cultural life of the city and make them the Romanian-Serbia Area, 2014, better with the purpose of developing with an estimated budget of €195 audiences at local, regional and million; international level.
How is the European Capital of Culture action included in this strategy?
imișoara’s candidacy for the ECoC title is acknowledged in the city’s cultural strategy. It is envisaged that the Tcultural strategy and the TM2021 programme will work in tandem, and one should not be mistaken for the other as they are two distinctive projects which strengthen each other.
The strategy supports the candidacy, candidacy prompted an increase in the and the programme of the European providing a vision for the cultural local budget for culture. Capitals of Culture 2021-2030. development of the city before and after 2021. The TM2021 programme The timeline of the whole cultural In conclusion, the cultural strategy is founded on, as well as contributes strategy integrates the 2021 moment as acknowledges the role which the to the strategy. The winning of the follows: Association will play in its long-term title is not regarded as a goal per se, • 2014-2016 - the preparation of the impact, should the candidacy bid be but rather a means to boost cultural TM2021 bid; successful. Winning the ECoC title will development and social change. • 2017-2021 – the preparation of revive the spirit of Timișoara, thus The Timișoara – European Capital the TM2021 cultural programme recovering, restoring and rethinking of Culture Association was actively (should the bid be successful); the identity of the city. Nevertheless, involved in all stages of shaping the • 2022-2024 - the long-term the strategy can be implemented cultural strategy. management of the legacy of the regardless of the bid outcome, but it TM2021 programme. will probably not have the same boost. The candidacy is analysed in terms The evaluation of the impact of the of long-term implementation, cultural strategy used the Liverpool08 sustainability and impact. The European Capital of Culture, the document acknowledges that the European Parliament’s Agenda 21
timisoara2021.ro 1. CONTRIBUTION TO THE LONG-TERM STRATEGY
If your city is awarded the title of European Capital of Culture, what do you think would be the long-term cultural, social and economic impact on the city (including in terms of urban development)?
ith a possible ECoC year in Timișoara, Europe gets an open experiment with multiculturalism, Wmulticonfessionalism, active civic society and entrepreneurship as a basis, and can therewith engage 10 individuals into European citizens.
These are central values that build commonly-developed motion of stability in the turbulent Europe of what their cities are about. In today. They are values well-rooted terms of employment our cultural in Timișoara’s past, and although programme builds competences pushed into the background during and provides links to business the last decades, the city currently development. We do so by reinvents them in a contemporary encouraging artists, activists, European context. As identified causes citizens, media representatives, of the city’s status quo, the specific entrepreneurs, decision-makers combination of our city’s urgencies and politicians to contribute to and have provided the underlying thread of build a shared vision for European the cultural programme. cities to increase their international profile. The following long-term impact is foreseen: The gradual transformative process of the individual starts with the • The cultural impact is the participative strategy of inspiring outcome of pursuing the values him/her to engage. It continues with of multi-confessionalism and the communication strategy where multi-culturalism: through the individual is encouraged to ECoC interventions we prove the share their personal stories, which transformative power of culture are then integrated and accelerated in Europe especially by addressing by the artistic vision, until they the urgency of increasing exclusion become a contagious radiation from towards marginalised groups, the individual to the community. namely religious (among others The audience development strategy muslims), disabled, migrants and strengthens the process, by directly poor people. connecting active audiences and active citizens. Therefore, the candidacy • The social impact is the outcome leaves a lasting legacy on the cultural of pursuing the value of active fabric of Timișoara and of its partners, civic society: through ECoC through the power of the individuals’ interventions we empower the culture within their communities, existing social capital in Europe which as a result, become cultural to get organised and act as a neighbourhoods. The European group especially in order to speak dimension frames the whole process out, take responsibility and act of transformation, both of individuals as citizens in the context of the and their communities, into a community and the neighbourhood, contemporary scenario and anchors it and to trust in their common into today’s values and challenges. ownership of public space. Hence, the long-term impact is • The economic impact is structured as presented below: the outcome of pursuing entrepreneurship: through ECoC interventions we enlarge the shared vision and strengthen European societies to share the
Timișoara 2021 European Capital of Culture / Candidate City 1. CONTRIBUTION TO THE LONG-TERM STRATEGY
European dimension impacts Addresses passivity, an energy-draining, apathy-inducing attitude
Aim: active European citizen • Extended citizens’ knowledge about European issues, especially regarding young, minorities, migrants and vulnerable groups;
• Acknowledgment of Timișoara’s and its citizens’ role in the construction of Europe, especially of politicians, decision makers, civic leaders, academics and media representatives; 11
• Long lasting developed co-productions and exchanges with European artists, organisations, cities and regions.
Cultural impacts Social impacts Economic impacts, including visibility Addresses exclusion of marginalised Addresses lack of civic energy and distrust Addresses lack of shared vision and of groups in public-space ownership visible international profile
Aim: to stimulte multiculturalism Aim: to facilitate the emergence of an Aim: to encourage entrepreneurship active civic society • Involved citizens in co-creation and • Increased international profile of the city; co-production of cultural experiences, • Citizens’ sense of place and pride built especially of marginalised groups through awareness of the ECoC and • Evidenced effects on wider governance namely Roma people, disabled, migrants changed perceptions; and democratic activity as a result of and poor people; the ECoC process, at local, regional, • Strengthened facilities, capacity and national, cross-border and European • Strengthened facilities, capacity and opportunities for artistic community level; opportunities of artistic content in projects in neighbourhoods; Timișoara itself; • City’s improved tourism, economic, • Widened cultural access and urban and accessibility infrastructure; • Consolidated collaborations, networks participation, addressing audiences of and shared structures, both within and all ages, education, geographical origin, • Increased tourism sector; outside the culture sector; language, social background, digital literacy; • Developed cultural and creative • Continuously-developed cultural industries sector and employment. projects, unique, new, innovative and/ • New audiences developed, by exposing or experimental which offer different people, who usually avoid participation, and various experiences for citizens and to cultural events going on in schools, visitors; churches, social centres, parks and squares; • Transformation of the image of the city; • Particular groups addressed as • Strengthened cultural policy of the city audiences, such as young and seniors; and the local governance architecture related. • Developed volunteering opportunities.
Urban development impacts • changed mentality in terms of habits • boost in social integration especially • optimised mobility and accessibility of and independent self-criticism; towards those parts of the city that employees and entrepreneurs; suffer from exclusion; • understanding of the importance • shared and agreed common view on the of public space as place for • rethinking of the consequences of international profile of the city; experimentation; design of neighbourhoods on the mobility between social strata; • new cultural destinations.
Performance targets of the long-term impacts – and for the year itself – can be found on page 14.
timisoara2021.ro 1. CONTRIBUTION TO THE LONG-TERM STRATEGY
Describe your plans for monitoring and evaluating the impact of the title on your city and for disseminating the results of the evaluation. In particular, the following questions could be considered: Who will carry out the evaluation? Will concrete objectives and milestones between the designation and the year of the title be included in your evaluation plan? What baseline studies or surveys – if any – will you intend to use? What sort of information will you track and monitor? How will you define ‘success’? Over what time frame and how regularly will the evaluation be carried out?
12 he evaluation project for TM2021 must set up a rigorous, independent evaluation system that establishes Ta dialogue with the local community to create a widespread culture of transparency and accountability, helping local stakeholders to build trust in the project as a fair, win-win game and a real opportunity for human, social and economic development of Timișoara.
In the Romanian context, we cannot bid, and Guidelines for the Cities’ own financial offer, knowledge-transfer rely on a long history of setting up evaluation of the results of each ECoC, programme for local experts and young evaluation systems for large cultural and with the bid’s general and specific researchers, and a programme for programmes such as the ECoC. Thus, objectives. citizens’ consultation and involvement in choosing the evaluation team, we in the evaluation process itself. focused on three key criteria: General objective A community of practice that has 1. Ensuring full independence of the reputational interests in evaluating GO1. To build cultural neighbourhoods, evaluator subject, to guarantee ECoCs and large scale cultural projects to strengthen social cohesion and to a fair, rigorous evaluation and a with a strong development focus, is improve well-being in Timișoara, its useful basis of comparison with made with bidding institutions that region and beyond, through and by other ECoCs; are not chosen, the Romanian and active European citizens. international experts involved in the 2. Ensuring a strong competence evaluation of Sibiu 2007, other ECoCs base, allowing an evaluation that Specific objectives in 2019-2020-2021-2023, cultural complies with the best standards - observatories (like the Budapest building on earlier experiences in SO1. To increase tolerance, acceptance Observatory) and with representatives the region as in Sibiu 2007 and Pécs and inclusion among citizens and of the European Commision’s DG EAC 2010 - and enables a substantial widen individuals’ cultural horizons, (wherever possible and appropriate). knowledge transfer to the local within strong multi- and inter-cultural Together they will regularly engage players; neighbourhoods and communities in in digital hangout sessions and in Timișoara, its region and beyond. occasional face-to-face meetings, and 3. Ensuring an in-depth knowledge will accompany the development of the local context, to tailor the SO2. To increase civic awareness, of the evaluation activity through a evaluation tools to the specificities knowledge, commitment and continuous exchange of information, of Timișoara and its territory. initiatives among citizens, within the opinions, and expertise, and will context of an active, large and various have a direct insight in the kitchen To this purpose, the evaluation team civic society, on the basis of common of evaluation of TM2021 and provide features both local players (the West ownership of the city; peer-to-peer review. In principle, the University of Timișoara), and an community of practice should outlive international partner, who cooperates SO3. To embrace and implement the ECoC programme itself, becoming with a consultant that knows the a shared vision of the city’s future a constant, long-term reference for region, chosen through an open call by citizens and decision makers Timișoara, and possibly for other to European research institutions and increase visibility of the city’s Romanian cities, as an expert hub with a strong background in cultural international profile. for cultural evaluation. We expect to evaluation. Proposals must comply learn, especially via cooperation with with the European Commission Our choice of the international partner evaluation of culture in developing requirements, in particular the ECoC will be on the basis of the competences countries, such as, for example with 2020-2023 Guide for Cities preparing the to deliver the best methodology, cultureradius.co.sa from South Africa.
Timișoara 2021 European Capital of Culture / Candidate City 1. CONTRIBUTION TO THE LONG-TERM STRATEGY
In total 1% of the overall budget • the level of European exposure and that accurately reflect them and are is used for checking and making visibility of Timișoara (SO3). effectively measurable on the basis of visible the overall effects of the ECoC available data. We will also exchange through evaluation and monitoring, The first stage of our baseline research views with other ECoC evaluation practical working sessions with consists of all collected relevant teams to take advantage of ideas about international and regional experts, documentation about the European new indicators, offering full reciprocity public scorecards that show the Commission guidelines on ECoC in this respect. progress on the implementation, data evaluation. collection and tracking, ‘data war There are two distinct dimensions of rooms’ and master classes, citizens and In the second stage we continue success we are interested in: artists’ sessions on design, information collecting all the evaluation studies collection and analysis-communication conducted by external experts on ECoC • whether or not the ECoC is able to 13 and involvement in the half yearly cities (including single city studies), accomplish its stated goals, which information markets that are planned. such as the Palmer Reports and the are defined in terms of target Ecorys ex-post evaluation of the 2012 values of the chosen indicators as We use instruments as follows: ECoCs. specified above, and to what extent;
• citizens’ focus groups involved The third phase collects all available • whether the culture of evaluation in the design, data collection and evaluation studies by ECoCs itself can become part of the communication of monitoring themselves. professional framework and outcomes; background of all local players as a The fourth phase collects all the consequence of the ECoC evaluation • the ECoC Art Markets presenting research papers on the impact of ECoCs process. the status and outcomes of the published in scientific journals. monitoring and evaluation A useful way to tackle both criteria programme; The fifth stage collects all relevant is to combine them as an integral studies on the city of Timișoara and part of the citizens’ participation • a balance score card displayed in its region, within the framework set process. In particular, during the public space and on the web stating by the Timișoara Cultural Strategy public consultation phase in the the latest indicators of success and 2014-2024, possibly integrated by a new pre-ECoC years, we will spark a their progress. study on the social and cultural capital professionally-moderated discussion of Timișoara, investigating current with all local stakeholders, including Our concrete objectives are formulated levels of cultural participation. public administrations, companies and with reference to the bid’s general cultural and civil society organisations, and specific objectives, according to The evaluation team will carry out as to what we should consider as the methodology proposed by the an in-depth meta-review of the first criteria for success. We will finalise international partner. four stages, pinpointing the main the adopted ‘success’ criteria with methodological approaches, findings, the conclusion of the methodological We expect to measure them by means and outstanding issues, and will set-up phase by Q2-2018. We think of indicators highlighting aspects such analyse the fifth stage in areference that by fixing target values through a as: Policy Document. process of public consultation, we will also stimulate the local community • the level of involvement of citizens The European Commission has set to appreciate the importance of in co-creation and co-production of clear standards for the evaluation evaluating and benchmarking as a way cultural experiences, especially of toolbox in terms of General, Specific to make better public decisions and to marginalised groups, namely Roma and Operational Objectives and their learn from experience. people, disabled, migrants and poor pool of core indicators in the ECoC people (GO1); 2020-2033 Guidelines. This will be a central reference for our evaluation • the level of cultural access methodology, and will be integrally and participation, addressing adopted as a precondition for the audiences of every age, education, methodological proposals of bidding geographical origin, language, international partners. social background, digital literacy (SO1); Also part of the preconditions for the international partner selection • the development of new audiences, will be the possible formulation of by engaging people who usually additional Operational Objectives, avoid participation to cultural and possibly of an additional Specific events, and particular socio- Objective, reflecting the thematic focus demographic groups such as the of Timișoara’s bid as expressed by GO1 elderly and the teenagers (SO2); and SO3, and to develop indicators
timisoara2021.ro 1. CONTRIBUTION TO THE LONG-TERM STRATEGY
A first workshop with citizens, prepared by experts, has already taken place and led to this firsttable of indicators:
European dimension impacts
Extended citizens’ knowledge of European issues, especially of young, minorities, migrants and vulnerable groups 50% of Timișoreni By 2022, 50% of Timișoreni, 55% of young Timișoreni, 60% 55% of young Timișoreni 60% of minorities of minorities, 65% of migrants, and 70% of vulnerable groups 65% of migrants 14 will know their basic human rights as European citizens. That 70% of vulnerable groups percentage will increase yearly by at least 2-3%. Similar indicators are put in place on stability and mobility, but also on the Europe Direct contact points, for example.
Methods: Questionnaire surveys among residents (city and region). Every Q4/Y19-23
Acknowledged Timișoara’s and citizen’s role in the construction of Europe, especially of politicians, decision makers, civic leaders, academics and media representatives
By 2022, Timișoara will have an independent strategic civic Advisory Board put in place for representing the city’s interests in its relationship with Europe and beyond, with politicians, citizens and other stakeholders involved. Methods: Annual activity reports. Independent experts’ reports. Analysis of local and regional Target in the long-term is to facilitate local appreciation of the diversity of European public policies. cultures, through concrete yearly initiatives. Direct contact points, for example. Every Q4/Y19-23; Every Q4/Y24-26.
Long-lasting developed co-productions and exchanges with By 2021 European artists, organisations, cities and regions
By 2021: at least 50% of the cultural programme will be co- produced through European partnerships; directly and indirectly 50%+ 3000+ the ECoC cultural programme will involve at least 3.000 operators of the cultural programme at least 3.000 operators and and artists from all over Europe; 100 European residence and will be co-produced through artists from all over Europe will mobility programmes will be implemented; 100 internships, European partnerships be involved exchanges and work share schemes in Europe will be offered to cultural operators from Timișoara. Long Term By 2022, 45% and in 2023 35% cross-border European cooperation from the ECoC year will still be in place, and 10 new cross-border European cooperations will be established. Target 25%+ 5+ in the long-term is to maintain at least 25% of cross-border European cooperation from the ECoC year and to build yearly 5 The long-term target is to At least 5 new cross-border new cross-border European cooperations. maintain at least 25% of cross- European cooperations will be border European cooperation established yearly. from the ECoC year Methods: Quantitative analysis of the cultural programme. Every Q4/Y19-23; Every Q4/Y24-26.
Cultural impacts
Involved citizens in co-creation and co-production of cultural experiences, especially of marginalised groups
By 2021, 60% of the city’s cultural programme provided by the direct involvement of citizens through co-creation and co- 60% 30% production of projects (in 2022 this should be 20%); 20% of the artistic programme co-designed by cultural and ethnic minorities of the city’s cultural increase of digital literacy in and marginalised groups, including communitarian projects programme provided by the elder population developed within neighbourhoods; 25% of the 65-80 year olds direct involvement of citizens are active in transferring their knowledge of art or craftsmanship through co-creation and co- to other generations; 45% of the 20-30 year-olds are active in production of projects transferring their IT knowledge to seniors; 30% increase of digital literacy in elder population. Target in the long-term is to increase Method: Quantitative analysis and surveys on audiences and outreach yearly by 2%. (e.g. tickets sold, IT platforms traffic and up-loads, events data basis). Every Q4/Y19-23; Every Q4/Y24-26.
Timișoara 2021 European Capital of Culture / Candidate City 1. CONTRIBUTION TO THE LONG-TERM STRATEGY
Strengthened facilities, capacity and opportunities of artistic By 2021 content in Timișoara itself
By 2021, 240 capacity building and exchange programmes will be implemented for the cultural operators; 100% increase in 240 100% the number of active cultural operators; 25% increase of jobs in capacity building and increase in the number of cultural fields; 25% increase of the cultural operators’ budget; 20% exchange programmes will be active cultural operators increase of private funding resources for public cultural operators. implemented Target in the long-term is to maintain the engagement level. 25% 25% Method: Quantitative analysis of the cultural programme. Unconventional research methods (e.g. qualitative research done by artists). increase of jobs in cultural increase of the cultural 15 Every Q4/Y19-23; Every Q4/Y24-26. fields operators’ budget
Consolidated collaborations, networks and shared structures, 245 new collaborations will be within, as well as outside, the culture sector developed within and across genres of cultural operators By 2021, 245 new collaborations will be developed within and across genres of cultural operators; 140 new collaborations with business, social and other sectors; the city and region will join and be active in 120 international networks, arising from ECoC activity and context. 140 new collaborations with business, social and other sectors Starting from 2022, 50% of cultural operators will take part in two international projects each year.
Method: Quantitative analysis of the cultural programme. Unconventional 120 international networks that research methods (e.g. qualitative research done by artists). Timișoara will join and be active in Every Q4/Y19-23; Every Q4/Y24-26.
Continuously developed cultural projects, unique, new, innovative and/or experimental Method: Quantitative analysis of the cultural programme. By 2022, 25 original art works produced and/or commissioned by cultural operators each year, with a Unconventional research methods (e.g. qualitative research done by 5% yearly increase afterwards, and yearly implementation of 40 neighbourhood projects achieved by artists). Every Q4/Y19-23; Every citizens in collaboration with public administration. Q4/Y24-26.
Transformed image of the city By 2021
By 2021, 90% of people will believe culture has a very important role in the economy of the future; 70% of people will say that of people will believe Timișoara is attractive to young people; 70% of people will say culture has a very that the city is an innovative and creative city; 40.000 national and important role in the local mass, social and new media articles with reference to ECoC, economy of the future out of which 75% positive; 15.000 international mass, social and new media articles with reference to ECoC, out of which 90% 90% positive. of people will say that Timișoara is an Method: Questionnaire surveys among residents (city and region). innovative and creative city; Monitoring of the European, international and national media and social 70% media. Every Q4/Y19-23; Every Q4/Y24-26.
Strengthened cultural policy of the city and the related local governance architecture
By 2021, involvement of 40 public directors and officials in mobility projects and European Learning Method: Quantitative analysis Partnerships; governance of the cultural scene, especially cross border, is focused on participation of the cultural programme. and development with the citizen; the citizen participation is secured within the Cultural Strategy Stakeholder interviews. Analysis of strategy implementation reports institutional design (put in practice in 2016); City Council of Timișoara is actively involved in 12 and surveys. Every Q4/Y19-23; relevant European cultural networks. Every Q4/Y24-26.
Social impacts
Citizens’ sense of place and pride re-built, through awareness of the ECoC and changed perceptions Method: Questionnaire surveys By 2021, 80% of citizens in Timișoara say ECoC developed more pride, joy, among residents (city and region). social cohesion and optimism for the people. Every Q4/Y19-23; Every Q4/Y24-26.
timisoara2021.ro 1. CONTRIBUTION TO THE LONG-TERM STRATEGY
Strengthened facilities, capacity and opportunities of artistic communitarian projects in Method: Analysis of urban neighbourhoods development reports.Stakeholder interviews. Every Q4/Y19-23; By 2021, 50% increase in re-use of empty and/or neglected industrial sites. Every Q4/Y24-26.
Widened cultural access and participation, addressing audiences By 2022 of all ages, education, geographical origin, language, social background, digital literacy 16 By 2021, 8 million people in Europe were contacted for 30% 50% co-creation projects, including via on-line platforms; participants more visits to museums, rise in awareness of culture for attended 2.000 ECoC events (per type of event we will analyse theatres, concerts, art the 6-24 year olds. demographics, e.g. % breakdown of audience by socioeconomic exhibitions and literature background - age, income, education levels, referencing European events Qualifications Framework).
By 2022, 30% more visits to museums, theatres, concerts, art exhibitions and literature events and 50% rise in awareness of Method: Questionnaire surveys among residents (city and region). culture for the 6-24 year olds. Quantitative analysis of the cultural programme. Every Q4/Y19-23; Every Q4/Y24-26.
New and particular audiences and volunteering developed, by exposing people who usually avoid participation to cultural events going on in schools, churches, social centres, parks and squares
By 2021, at least 65 socio-cultural operators involved in exchange programmes and refresher courses on cultural production and audience engagement; 100% of primary school children, 75% of secondary school children and 50% of high school children participate in cultural education; 25% participation from groups with traditionally little affinity to culture; each year 100 children below poverty line have direct access through facilities and subsidies to culture; 60% of citizens will declare Method: Quantitative analysis themselves willing to do volunteer work; Timișoara will have a core group of 1500 volunteers with and surveys on audiences and strong networks in culture; starting with 2021, 100 labour-learning students each year in cultural and outreach. Quantitative analysis of the cultural programme. creative sector; at least 10% of the artists will be hosted by local families. Every Q4/Y19-23; Every Q4/Y24-26.
Economic impacts
City’s increased international profile By 2021
By 2021, 30 million people in Europe have heard about Timișoara; 90% of international visitors state that they would come back to the region for culture/holiday/ leisure; 60% of 13-20 year olds consider coming back after studying elsewhere; 75% of students 30.000.000 at the universities in Timișoara consider staying in the area if they people in Europe have heard about Timișoara can find a job; increased partnerships with foreign universities, exchange students and exchange of students. Method: Questionnaire surveys among residents (city and region). Monitoring of the European, international and national media, social media and websites. Every Q4/Y22-23; Every Q4/Y24-26.
Evidenced effects on wider governance and democratic activity at local, regional, national, cross-border and European level
By 2022, there is coherence between existing institutions promoting a higher quality of life (culture, Method: Analysis of the annual sport, leisure time, science, innovation, education, economy), with an improved synergy with other EU Cultural Agenda of the city. projects. Every Q4/Y22-23; Every Q4/Y24-26.
Grown tourism and cultural-creative industry sector By 2021
By 2021, 1.5 million visitors in Timișoara; after 2021, increase the average time of visit by 30%; after 2021, 10% increase of tourist spending budget; after 2021, 1.5M 30% €92 million income into the regional economy through visitors in Timișoara increase in the average time visitors. After 2022, achieve an annual inflow of of visit 600,000 visitors to the city, of whom 50% are from abroad. By 2021, 25% increase in students for Cultural Method: Quantitative analysis (e.g. tickets sold, accommodation booked, and Creative Industries sector and 25% increase of creative flights). Stakeholder interviews. industry enterprises that grow sustainably for more than 3 years. Every Q4/Y22-23; Every Q4/Y24-26.
Timișoara 2021 European Capital of Culture / Candidate City 2. EUROPEAN DIMENSION
Elaborate on the scope and quality of the activities:
Promoting the cultural diversity of Europe, intercultural dialogue and greater mutual understanding between European citizens.
y the end of 2021, through our artistic programme, we hope we will restore the values of cultural diversity, Bintercultural dialogue and greater understanding between Europeans, values which once were part of the social fabric of the city and now they need a new contextualization 17 for the 21st century.
The commonly-shared European maintain it. For example, it is normal Timișoara’s European openness values lay at the foundation and the to celebrate Easter in many ways if the has been facilitated by the enlightenment of the 18th and 19th- members of the family follow different practice of plurilingualism and century middle class in Timișoara. traditions; or the civic spirit that was multiconfessionalism. At the beginning We will revisit those values, restore also reflected during the Revolution of the 20th century, Timișoara’s them and make use of them in a which was started by a priest who population spoke five languages, contemporary context. We want belonged to both a cultural-linguistic Hungarian, German, Serbian, Timișoara to become a laboratory for and religious minority - a Protestant Romanian and Bulgarian. The main these restored values in Europe. Magyar (Hungarian). This is what religious affiliations were Roman defines Timișoara. Catholic, Orthodox, Jewish, Greek Catholic, Evangelical Lutheran and The cultural diversity of Europe For TM2021 European diversity will Reformist - Calvinist*. During the be a founding block of most of our Hungarian domination, Timișoara Our understanding of cultural programmes. For example, in the had the only multi-lingual local diversity is the acknowledgment of Heritage in the Spotlights thousands administration in Central and Eastern each individual’s unique identity of heritage items are documented in Europe. This ethos stimulated a given by his or her cultural, religious a collaborative and interdisciplinary multicultural citizenship within the and social background. way and promoted through storytelling Banat region long before this became by trained local guides, from a variety a vision and a value of Europe, laying Diversity is ingrained in Timișoara’s of backgrounds, including Roma the foundation of the European Union. DNA. This is the way we are, no matter youngsters, migrants, people with These features will be showcased in what. The city has been a melting pot disabilities, elderly; six historical programmes such as Heritage in the of cultures for centuries, assimilating neighbourhoods will become living Spotlights, Words of Light and Let There three major influences: Ottoman, museums with the inhabitants being Be Light. Austro-Hungarian and Romanian. the directors, curators and guides; and Nevertheless, social identity was throughout the month of August we The multicultural citizenship is constructed in the Banat not through will organise the Mega Bega Festival, characterised by an intermingling nationality, but through culture and an event of European diversity. of cultures, by practices and habits heritage. Values have always been based not on ethnic or religious more important than ideologies. identities but on interculturality: a Intercultural dialogue high number of inter-religious and From the social behaviour perspective, inter-ethnical marriages, schools Timișoara was an example of multi- We cannot talk about with teaching in minority languages and inter-cultural society for three multiculturality without attended by Romanian children as hundred years, which made it possible interculturality. We see the well, press published in minority’s for the city to be integrated into Europe intercultural dialogue as the unity language, the German and Hungarian in the 18th century and to represent which binds together the religious, theatres attended not only by the main link between the Catholics cultural and social diversity of our Germans or Magyars (Hungarians), and the Orthodox, the Christians and community. a yearly ecumenical march attended the Muslims, the Habsburgs and the by representatives of all Christian Ottomans. The multicultural dimension This definition draws on the city’s denominations. The political regimes gave consistency to the anti-totalitarian and the region’s long tradition of of the 20th century, however, did leave resistance in the 20th century. multi- and interculturality based on scars. As the Germans from the Banat a civic engagement from which it has emigrated, a certain reticence towards The Timișoreni are proud of this emerged, what is known in Romania as the Roma community and towards plural heritage and they want to ‘the spirit of Timișoara’. the newcomers from other Romanian
timisoara2021.ro 2. EUROPEAN DIMENSION
regions has slowly made its way into initiation of dialogue between cultures others do the same. These values our communities. We are going to has been the norm in Timișoara were achieved through wider access address this issue in programmes since the Middle Ages. After 1918 to culture and education, closing the such as Invisible/Visible and Flash of the population of Timișoara resisted gap between rich and poor, speaking Memory. the nationalistic temptations of the the language of others and sharing the interwar period. When communism spiritual values of one’s neighbours. During TM2021 we aim to enhance gripped the country after the Second We will spread these shared values this intercultural dialogue and World War they retained values such within society by producing and celebrate the different languages as solidarity, tolerance and respect implementing educational projects spoken in Timișoara, not only by the regardless of the social group the in schools, artistic intervention of the historic ethnic groups such as the individual belonged to. The fact theatre, music, film, social sciences and 18 Banatian dialect of Romanian and the that the anti-communist revolution humanities. Schwabian dialect of German, but started in Timișoara is proof that also by new communities such Arabic, these commonly-shared values of our Circulating Skyscapes programme Asian, Italian. We will organise Words communities could not be altered by illustrates the deep cultural effects of of Light, a multilingual international the influences of nationalism. More individual mobility, metaphorically programme curated by Guerrilla recently, with the great brain drain represented by people who lived Translation and the Fraktura Literature which Timișoara has experienced, under more than one sky and can Festival. the city risks losing its identity given share their enriched views further in by these values if it does not instil the communities. ethos within the communities of the Greater mutual understanding newcomers to the city. between European citizens Encouraging others to reach their Peaceful coexistence, the potential has been a core value acknowledgment of the diversity within the Banat community, where within the community, and the individuals moved forward and let
Elaborate on the scope and quality of the activities:
Highlighting the common aspects of European cultures, heritage and history, as well as European integration and current European themes.
ur strategy is to strengthen our relationship with the enlightened cities and beyond, through artistic Oexchanges, co-productions and co-creations, and by doing this, create a wave that empowers us to rediscover the open-minded social fabric of Europe, the shared history and the common future.
Common aspects European cities similar to Timișoara in values of immaterial culture, such as the way they were built and the values cosmopolitanism, multiculturalism, What bind Europeans together are the they promoted. Timișoara’s values education-oriented, entrepreneurship, material and the immaterial culture, need to be understood within this social innovation, cultural hybridity the buildings heritage and the people framework of enlightened cities: Košice and anti-nationalistic discourses, (the living heritage), the past and the (Slovakia), Novi Sad (Serbia), Pilsen are reflected in the elements of the future. We aim to discover shared (Czech Republic), Pécs (Hungary), material culture, the architecture, transcultural values across Europe. Chernivtsi (Ukraine), Lviv (Ukraine), buildings, monuments, food. The Kraków (Poland), Trieste (Italy), fitting image to reflect this spirit is We do not have to look too far back Stuttgart (Germany), Ruse (Bulgaria) the Unirii Square in Timișoara where in history to discover a network of and beyond. Their commonly-shared three places of worship belonging to
Timișoara 2021 European Capital of Culture / Candidate City 2. EUROPEAN DIMENSION three different denominations share Current European themes anxiety and frustration. Labour Day the public space. Let There Be Light Stripped to the Bone is a reminder to will symbolically add to these the Besides sharing the heritage, history reconnect with those aspects that go contemporary diversity of spiritual and culture, these cities also share beyond a materialistic, consumption- beliefs in Europe. similar current European challenges. driven society.
European integration Misuse of public spaces is a concern Immigration is a critical issue in for cities which inherited a lot of Europe. Timișoara hosts the first With such strong and clear values in buildings and infrastructure from the UNHCR Transit Refugee Centres in mind, we envisage Timișoara to be the 18th and 19th centuries. Timișoara Europe. We include in our programme European laboratory which advocates has the oldest manufacturing district people with refugee / migration a more tolerant, open-minded in Romania, dating 1732-1744, but backgrounds willing to share their 19 and collaboration-driven Europe. also large areas of decayed socialist experiences and culture in safe spaces Heritage in the Spotlight contributes industrial sites. We plan to address such as Chiaroscuro and Words of to the European platforms for sharing the need to reclaim this space, Light. common heritage of the past, Twinkling rehabilitate the buildings and create Little Global Cities reflects the quest neighbourhoods with a strong for a sustainable future for small and community spirit with programmes medium-sized cities while Circulating such as Brilliant and Inspired View. Skyscapes portrays the emerging new European that assumes more than one Unemployment, is a constant worry, cultural identity. especially for young people, adding
Elaborate on the scope and quality of the activities:
Featuring European artists, cooperation with operators and cities in different countries, and transnational partnerships. Name some European and international artists, operators and cities with which cooperation is envisaged and specify the type of exchanges in question. Name the transnational partnerships your city has already established or plans to establish.
he whole artistic programme of TM2021 involves European partners and prioritises a stronger and more Tfocused cooperation.
We have specific educational create and learn together. In Blossoms our programme Space - Where Dark programmes on a digital divide such as and Transparent Walls we have a series Meets Light, a new version of DEEP Addictive Lights, conducted by Trànsit of social projects for increased-risk SPACE run by Ars Electronica (AT) in Projectes (ES) in collaboration with the groups and cultural activities with collaboration with the local Simultan West University of Timișoara -Social multiethnic or intercultural profiles, Association and Unstable Media / Dutch Science Research Centre, and the EOS run by Opera Circus (UK), PartecipArte Electronic Art Festival. Media artists Foundation, affiliated to Telecentre (IT), Métaforum (FR), Aufbruch (DE) such as Jane Boyde (GB) and Laurie Europe Network. Within Dare to Shine, and TeatroDentro – TransFormas (ES), Frick (USA) and interactive designers the Danish Network for Children in collaboration with the local The such as Sergio Galán (ES) will be also (the advisory body of the Ministry Intercultural Institute from Timișoara involved. of Culture for children’s culture), and independent theatre companies CRAFTed project (IR), will be invited such as Auăleu. We have a core flagship, such as to offer workshops and educational Insights, for strengthening the link laboratories, in collaboration with The creative repurposing of the former between art and management: the local Banat Village Museum of industrial estates, arranged by ZK/U - International partners such as Timișoara, and the Rubin Foundation Zentrum für Kunst und Urbanistik (DE) Conexiones Improbables (ES) and and Street Delivery Festival, where and the French collective of architects Antiheroes (NL), and artists such as the local and visiting children and adults Encore Heureux, will allow us to host Michael Hanna (GB), will bring along
timisoara2021.ro 2. EUROPEAN DIMENSION
their experience in creating the right International Performing Arts Festival of Timișoara, the ‘Csiky Gergely’ environment, where international and Ethnic Minorities Folklore Festival. Hungarian State Theatre of Timișoara, creators, thinkers and also NGOs, the Romanian National Opera of such as Goteo Foundation (ES) and the All these cooperations will create Timișoara, the Banatul Philharmonic Circular Company (NL), will recognise conditions for sustainable development of Timișoara, Antic Music Association, innovative and viable business models through long-lasting partnerships House of Culture Timișoara, Timiș and up-cycling solutions for industry, between creative artists and networks. County Arts and Culture Center, by conducting laboratory activities Timișoara German Cultural Centre, in collaboration with the local Helion Our policy stimulates transnational Timișoara French Institute. Club and Eco Stuff Timișoara. partnerships to strengthen the local cultural operators in the development Furthermore, within our project 20 From a different artistic perspective, of a good cultural offer aligned with Twinkling Little Cities, together with both the Mega Bega and Baroque the Timișoara Cultural Strategy 2014- the medium-sized, multilingual Reloaded programmes are about 2024. We will establish an international and multinational cities of Novi co-curation and they count with the partnership between the National Sad, Szeged, Osijek, Sarajevo, Banja network Corners of Europe and River Centre of Expertise for Cultural Luka, Skopje, Shkodra, Ioannina, of Europe, the International Danube Education and Amateur Arts (NL), Chișinau, Uzhhorod, Košice, Graz, Festival, Elias Canetti Gesellschaft (BG), the National Association of Cultural Brno, Bratislava, Chernivtsi and Lviv Novi Sad Jazz Festival (SRB), Hungarian Councils (DK), the Interfolk Institute for or Kraków, expanding an initiative Limes Association for recreating Civil Society(DK) and the Department initiated in Timișoara by the Inter- local and existing festivals such as for Culture of Timiș County, as well Est Foundation, we plan to create Bega Boulevard Festival, Baroque as the local cultural institutions: the a mobility scheme and exchange Festival, Access Art, Jazz Festival, Plai ‘Mihai Eminescu’ National Theatre of opportunities for researchers. Festival, Festival of Hearts, StudentFest, Timișoara, the German State Theatre
Can you explain your strategy to attract the interest of a broad European and international public?
he main goal of our actions is to make the city of Timișoara a name well-known within the European and Tinternational contexts, able to reflect both our local specificities and the common aspects we share with Europe.
We have designed a three-level through the experiences of real audience, thanks to those projects strategy: raising the international people that are international, but still especially designed to reach a wider profile of the city through the retain that special bond with local public that will follow us both Romanian diaspora; building a solid specificities. physically and digitally: international network of partnerships; producing a participative artistic In the meantime, most of our artistic • with the Opening and Closing programme with a European profile programmes have been designed to events, we start and we end with and a strong communication impact be developed in close collaboration, a boom. A series of emotional on a wider public. For this multilevel cooperation and co-production with performances focused on the theme strategy we rely especially on social a wide European partner network of light, which will awake in our media, on crowd sourcing and of cultural institutions, artistic European guests the passion for art storytelling platforms, TV, radio, associations, and formal and informal and civic engagement; printed press, online streaming and civic society groups. The network will global networks. play a key role in guaranteeing the • with Vision, the viral nature of the quality of our artistic offer and the data art will attract the attention Before the ECoC year the people interest for a European public. The of audiences thanks to its power to of the diaspora, from their clusters consolidation of such a network will be visualise identity and aspirations scattered around Europe, will be the facilitated by social media technologies decorated with real faces, showing main ambassadors for our inspiring for the sharing, dissemination and the differences and common message calling for civic involvement. production of the cultural content. aspects; With their proactive storytelling, the international context they belong During the ECoC year we will attract • with Space - Where Dark Meets to will soon know about Timișoara, a large European and international Light we organise a spectacular
Timișoara 2021 European Capital of Culture / Candidate City 2. EUROPEAN DIMENSION
and futuristic larger version of Ars unexpected collective performance skyscapes above European Electronica’s DEEP SPACE, in the we empathise with wide cities, will unite people under an setting of the derelict industrial international audiences; unconventional sky to share stories sites situated in the heart of the city; of mobility. • with Baroque Reloaded, we send • with Mega Bega, we invite people our ambassadors all over Europe to Each individual’s inner energy counts to the longest stage in the world, invite a wider public to Timișoara, as we need every sparkle to accelerate where diverse art forms and to join a multidimensional the culture-led transformation across performances are presented; party with a contemporary and Europe - our legacy for the future. provocative reinterpretation of • with Labour Day Stripped to the Baroque; Bone, we tackle one of the main 21 ongoing European concerns • with Circulating Skyscapes, an - unemployment. Through an amazing exchange of depicted
To what extent do you plan to develop links between your cultural programme and the cultural programme of other cities holding the European Capital of Culture title?
ur cultural programme will develop joint projects with other former, current or future candidate ECoCs on the Obasis of those similarities we share with them.
One of our artistic programmes, from Central and Eastern Europe. staff, artists, artefacts and citizens, and ECoC Boulevard, has been especially We want to expand the circle to new making agreements on how best to designed for cities that hold, or hope cities, including ECoC Candidates such share countries and events. With each to hold the ECoC title. This is in open as Cetinje 2021 Candidate City (3rd of them we foresee working together space where they can showcase some party) and Ioannina 2021 Candidate on EU-funding for capacity building representative cultural flagships, as City to share a debate about the programmes. well as artistic manufacturing, media common cultural heritage. and visual products. We are interested in re-launching, We will develop new joint projects continuing, or further developing Other initiatives include an ongoing with other ECoC candidates with projects already featured in artistic project, Invisible/Visible the aim of exchanging knowledge, previous ECoCs, such as Lille 2004 featuring theatre performance and a experiences and best practices in which presented in Timișoara the documentary in co-production with the cultural area. In particular we Futurotextiles exhibition curated by Kalamata 2021 ECoC Candidate city already have with Ioannina 2021 Lille3000, the association built to and Plovdiv 2019 ECoC, involving an ongoing collaboration between develop the legacy of the ECoC year. Roma children from Greece, Bulgaria West University of Timișoara and the We plan a special event, developed and Romania who live in marginalised University of Ioannina in the field of with Linz 2009, which will recreate or temporary settlements. humanities. With Larissa 2021, Rijeka Ars Electronica’s DEEP SPACE in the 2020 and Pula 2020, all candidate post-urban scenario of the derelict Within one of our flagship cities, we have an agreement for industrial parks of Timișoara. programmes, Mega Bega, we develop exchanging artists and residences, a project about the River as a medium and for programmes with innovative Invitations and exchanges with for culture with other cities along the experimental art supporting the people experts, practitioners and members Bega and the Danube and we can count within their own communities. Our of impact evaluation groups of other on established partnerships with other candidature addresses educational ECoCs, such as Lille 2004, Sibiu 2007, Danube cities such as Pécs 2010 or and cultural programmes about the Liverpool 2008, Stavanger 2008, Linz Novi Sad 2021 Candidate City (3rd diversity of the Europeans, to influence 2009, Marseille 2013, Wrocław 2016, party). long-term European policies on Paphos 2017, have all been featured in multicultural heritage. our plans for the implementation of a The programme Twinkling Little solid base of skills, as well as discussing Global Cities addresses medium-sized, We envisage a cooperation with the co-productions and joint participation multilingual and multinational cities ECoC candidates in Greece, Ireland to European calls. in Europe, based on an existing project and Croatia, sharing and developing run by Inter:est Berlin in twelve cities evaluation methodologies, exchanging
timisoara2021.ro 3. CULTURAL AND ARTISTIC CONTENT
What is the artistic vision and strategy for the cultural programme of the year?
he artistic vision of our programme, Shine your light - Light up your city! is a process of self-discovery and Tsocial transformation that brings new meanings. We want people to search for their inner light and energy, to share their personal stories and experiences and release them into 22 the community they live in, so that the social transformation is accelerated, removing passivity and generating civic energy for engagement and art.
The cultural programme takes our his or her comfort zone, by exposing audiences on an incredible journey, his or her experiences, sharing whose goal is to create inner and these experiences with the others, external metamorphoses, and to cause penetrating those neglected places of civic motion through emotions. For this the city, facilitating the networking purpose our programme for the ECoC with the other Europeans over the year involves particular artistic ideas borders and globalising his and her that show an intense, active connection vision, and finally becoming the change with the spirit of the community. to re-start in a wider community of citizens. While Europe is facing the digital turn, which has integrated new technologies The whole process can be described into daily life, Europeans need to as a ubiquitous dispersal of energy rethink the relationship between which is propagated from each culture and its audience in terms of individual, drawing on his/her cultural co-creation and open access to the identity, experiences and memories common European heritage. The big which instill the flow of energy difference is that the newly-integrated throughout the community’s space. The audiences - in a social sense - are surrounding community is a medium always right. In this new scenario, affected by this energy exposure, a whereby the distinction between space which both captures the light it producers and users of content has produces and bounces it back in the been blurred, the very intermediary common space, and in the process it are exactly those professional artists, reaches those shaded and neglected who make things happen in an artistic spaces nobody wants to look at. The way and bring people together in a stronger the light which started with a thriving community. local sparkle in Timișoara, the further it reaches over the city borders, throughout the region, the country Our strategy is summed up by seven and the continent. Once globalised, the vision has a deflection effect: it comes verbs which individually are the driving back again to the local community principles of the opening event, the with a new breath of energy needed five strands and the closing ceremony, for a fresh re-start. The outcome of the process is the emergence of a new respectively: accelerate, expose, reflect, sense of citizenship, which is both penetrate, network, globalise and Timișorean and European. re-start.
They all illustrate the power of light to expose things, bring them out from the dark, penetrating to the bleakest corners, and shining all around. The process takes the individual out of
Timișoara 2021 European Capital of Culture / Candidate City Describe the structure of the cultural programme, including the range and diversity of the activities/main events that will mark the year. For each one, please supply the following information: date and place / project partners / financing.
CULTURAL 23 PROGRAMME
JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
Opening Closing
Inner Light
Addictive lights, Vision - Post-selfie Data Fest, Ana=logic, Smartness Revealed
Shared Sight
Dare to Shine, Blossoms, Heritage in the Spotlights, Flash of Memory, Invisible / Visible
Light and Dark Spaces
Space, Where Dark Meets Light, Labour Day Stripped to the Bone, Transparent Walls, Chiaroscuro, Brilliant
Light over Borders
Mega Bega, Baroque Reloaded, Words of Light, ECoC Boulevard, Twinkling Little Global Cities
Lightscapes
Insights, Circulating Skyscapes, Solar City, Let There Be Light, Inspired View
timisoara2021.ro 24
January 2021 LIGHT MY FIRE: TALKING ABOUT A REVOLUTION Action ACCELERATE
The fundamental element for civic passion is represented in the opening event in many ways. Let’s call it light, let’s call it fire.
Timișoara 2021 European Capital of Culture / Candidate City City of Timișoara
Starting point of the '89 Revolution
Gathering points of the Opening Event
Main points of the Opening Event
Bega Canal 25
In January 2021, we, the inhabitants of Timișoara together with our European / Opening event friends, will start with a boom: a Revolution. This only happens when ‘The time Group F (FR) • Licht Festival to hesitate is through’. For Timișoara, talking about a revolution is both an act Gent (BE) • Glow Eindhoven of remembering our past, but also a moment of celebration of the first spark (NL) • Blake Shaw (US) • which set off the social change. The opening event is a big gala on the Bega Dedo Barcelona (ES) • Jane Boyd (UK) • ‘Mihai Eminescu’ Canal for a collective releasing of energy, designed to be in international media National Theatre of Timișoara and reach the largest audience. • ‘Csiky Gergely’ Hungarian State Theatre of Timișoara • German State Theatre of This will be an event entirely powered by human energy collected and Timișoara • Romanian National stored throughout the previous year thanks to savvy devices. Human motion Opera of Timișoara • Banatul Philharmonic of Timișoara installations set along the artificially-frozen Bega Canal light up a forest of lights decorating the river banks. In such a setting, live paintings of the main € 2.000.000 moments of the Timișoara Revolution realised in fluorescent colours glowing on the white light of the ice will be interposed with stories of Europeans from 1989, from the well-known fall of the Berlin Wall to the more anonymous personal stories.
As in 1989, the Timișoreni leave their homes and follow the voices of the revolution. The accumulating flow of people wearing lights, overcoming the natural barrier of the river and walking over it, will be projected onto public buildings. All the energy used to freeze the Canal is now reconverted in The sound of the fire. From Victory Square, a DJ marathon mixes the voices of 1989 from both Timișoara and Europe in an electronic soundtrack that ignites the first night of the ECoC year. The groove culminates with a march towards the rock concert. Fire art concludes the night. We are in flame!
timisoara2021.ro 26
January → June INNER LIGHT Urgency Action LACK OF CIVIC ENERGY EXPOSE
Today’s fascination with technology has turned artificial light from an opportunity to a tremendous challenge for keeping the inner light visible. Inner Light will expose each individual’s stories, memories and experiences envisaging the new challenges of the digital culture. Like holding up a mirror, we will encourage people to consider their own daily cultural habits.
Timișoara 2021 European Capital of Culture / Candidate City / Flagship Addictive Lights 27 Trànsit Projectes (ES) • Europeana We will empower citizens to transform their addictive exposure to Foundation (NL) • UNITE IT (BE) • Telecentre Europe Network (BE) • West new technology into a craving for culture and digital inclusion. New University of Timișoara • Centre for technologies can keep us isolated in our own bubble, giving us a false Psychological Studies and Research of the Department of Psychology (West sense of connection, but they are also a fundamental tool for co- University of Timișoara) • Politehnica creation and sharing of cultural contents. University of Timișoara • Samsung Romania • Timișoara Startup Hub • CoderDojo Timișoara In line with European-wide archives such as Europeana, Addictive Lights aims to boost the creative use of the digital heritage to all € 900.000 generations of Timișoara. We create a crowd-sourced platform curated by the young and addressing the elders, for giving a new lease of life online to the cultural content we care about, and which connects us to European heritage and memories.
Vision - Post-selfie Data Fest / Main event
For seven days at the beginning of 2021, and continuing throughout the year, Vision - Post- Laurie Frick (US) • Magnum selfie Data Fest is the ultimate data-selfie, based on the idea that your life and your data can Photo (FR) • Dédale Culture be turned into an artistic message. Passers-by, both in Timișoara and the other twin cities, Technologie Innovation Social (FR) • PanSpeech (IT) • Faculty take a photo of themselves as a backdrop and explain who they are or who they want to be. of Arts and Design Timișoara • The collage of different faces from one city will be broadcast to private houses in other cities Simultan Association to enlighten them during the winter nights. This data will be collected, and as a semantic cloud of the most popular hashtags will be presented at the end of the festival and exported € 850.000 all over Europe. Thanks to this exchange, we can look at ourselves as in a mirror and find how similar and different we are as European citizens.
Ana=logic Smartness Revealed
Our exposure to new forms of technology makes us hyper- There is a human being behind any technological active. The Ana=Logic festival teaches the young about the advancement, whether this is an inventor, a start-up hero, benefits of a lifestyle embracing slow and low-fi technologies. a hacker, a young miner victim of the global conflict for the The event promotes exclusively analogue art and technology, control of the mineral resources, a child working illegally on such as photo, film, sounds, books created by artists and gadget assembly lines or an e-waste up-cycler. We will invite amateurs without digital processes. Moreover, the festival artists to reveal the human light behind our devices but takes place in the meeting place for people of different ages, also to remind as we all have the capacity to create things. from senior clubs to teenager skating parks. Smartness Revealed is a celebration of the ‘Homo Faber’ across time, from the old fashion craft to the next generation / maker.
ANALOGICA Festival (IT) • Notodofestival (ES) • ‘The Cultural / Ambulance’ Timișoara • Timiș County Public Library VivaCidade (PT) • MOB, Makers of Barcelona (ES) • MakerConvent € 150.000 (ES) CRAFTed project (IR) • Smart City Association Timișoara
€ 350.000
timisoara2021.ro February → July SHARED SIGHT Urgency Action EXCLUSION OF MARGINALISED GROUPS REFLECT
28 Culture is the ambiance to transform separate individual glitters into collective glows and initiatives. For this, we turn the mirrors around and we let the inner light reflect from one individual to another, directed from one mirror to another until it reaches every corner of our neighbourhoods. We want to spread the light and change perspectives in order to achieve authentic harmony in diversity across Europe.
Timișoara 2021 European Capital of Culture / Candidate City Dare to Shine / Flagship 29 This is a key programme for civic engagement, audience CIVILSCAPE European network (DE) • Danish Network for development and self-expression; a transformation of Children and Culture (DK) • disadvantaged areas of the city through culture. Timișoara`s Kulturelle Samråd i Danmark (DK) • Oposito Company metropolitan area will become a dense network of spaces (FR) • Old School Ilica (HR) • for cultural co-creation by the audience. After several years ‘In Community’ Association of preparation with local and international artists, the • Timișoara International Street Art Festival (FISART) inhabitants of Timișoara can get out in the familiar space • Artdendum Association • of their neighbourhood to express their perspectives in a Rubin Foundation • Timișoara Cultural Centre • Timiș County colourful diversity of languages and forms of expressions Arts and Culture Centre • ‘Am o in spots chosen by them and furnished with small cultural Idee mai ARTfel’ Association • infrastructure. Schools and educational organisations host Cărturești Foundation extra-curricular art, craft and technology projects that will € 950.000 be assembled in a dedicated route for children. ECoC will provide the resources to create partnerships between artists and cultural animators and similar schools and initiatives all over the world.
Blossoms / Main event
The ‘blossom moments’ of Dare to Shine will unfold many small events, Opera Cirkus (GB) • performed all over the city and its surroundings, to create an explosion Compagnie MALABAR (F) of self-expression opportunities. Musicians and performing artists • Fundacja Teren Otwarty (PL) • Chalon Dans La Rue are invited to propose European projects where the audience is the (FR) • La Strada Graz (AT) • main artist. After the creation of ‘nuclei’ in as many neighbourhoods The Carabosse Company as possible, each act will come together, physically and artistically, in (F) • Palucca Hochschule three large mass performances. Music composers and choir masters für Tanz Dresden (DE) • of different genres work with 20 to 50 small amateur groups dispersed Kolben Dance (IL) • Art Stage San (KR) • Street Delivery across the town, each moving slowly, before joining together in a peak Festival • The Intercultural of over thousand people. Dance instructors and circus artists animate Institute Timișoara (I.I.T.) • similar invasions, while the audience is invited to join the mass happy Timisens Association • Auăleu parties. Independent Theatre • Rubin Foundation • White Steps Dance School • Mirtys Dance School • Valsport Dance Club • Bolero Dance Club • Dance Stars Club • Timișoara Circus School • Thespis Student Theatre
€ 950.000
timisoara2021.ro Heritage in the Spotlights /
The neighbourhoods of the city become living museums with the inhabitants Q21 (AT) • Voluntary Arts (GB) • LKCA • being the directors, curators and guides. Tangible and intangible heritage of all National Centre of Expertise for Cultural ages of the city become alive and interesting when interpreted by passionate Education and Amateur Arts (NL) • people, wherever they are in Europe. The highlight will be thousands of items Interfolk, Institute for Civil Society (DK) • ‘Save the heritage’ Cultural Association, (museums and private collections), buildings and immaterial heritage documented Aquatim Company • Timișoara Art in a collaborative and interdisciplinary open source cultural database. Trained Museum • The Romanian Union of Visual local guides from a variety of backgrounds, including disadvantaged groups such Artists – Timișoara Branch as Roma youngsters, migrants, people with disabilities and the elderly, tell their stories of heritage with support of augmented reality items created by media € 800.000 30 artists.
Flash of Memory Invisible/Visible
The city landscape is the subjective frame for millions of How does the ‘collective eye’ choose to see or ignore things? memories in Europe. Are there one million people to share How are interpretation and reputation created and how do them? User-generated stories and poetry in many languages, these impersonal mechanisms return and determine people’s and visual creations, are posted on a platform that recreates lives? the city from the subjective perspective of the memories it has sparked. Tourists and homeless people, natives and This artistic project involves Roma children from Greece, newcomers, imagine together a cascade of flashes and their Bulgaria and Romania who live in marginalised or reflections, spreading across the city and widening mind temporary settlements. A theatre performance and a frames. The best stories and photos, ranked by the users, documentary will be produced and presented in each of the will create collective digital and printed books of individual three countries. In Timișoara the theme continues by inviting buildings, streets or districts published under Creative the diverse local Roma communities to express, through Commons Public Domain. The chosen poetry is displayed on visual and performance arts, how they experience ‘visibility’ public transport information screens. and ‘invisibility’. Showing how different generations cope with living unknown at the edge of the city, concealed in the / mainstream or in the spotlights of the tabloid media. / Mjestimice svjetlo (HU) • Neighborhood Diaries (IN) • Dragoljub Zamurovic (RS) • Fondazione Bruno Kessler (IT) • Timișoara Kalamata 2021 ECoC Candidate city (GR) • City of Plovdiv • ECoC French Institute • Timișoara German Cultural Centre (BG) • Teater NOR (NO) • AIDROM- Ecumenical Association of Churches from Romania (Timișoara Branch) • Timișoara Roma € 550.000 Centre for Studies • Integration and Solidarity in the Community Development (CRISS-DC) • Timișoara Resource Center for Urban Regeneration
€ 500.000
Timișoara 2021 European Capital of Culture / Candidate City 31
April → September LIGHT AND DARK SPACES Urgency Action DISTRUST IN COMMON OWNERSHIP PENETRATE OF PUBLIC SPACE
Whenever the light meets the dark it opens it up. We will use the power of light to penetrate the darkness, bringing forward the things and places which were once hidden and avoided. Scheduled for the summer, the strand features the benefit of shadow, understood as the physical place in which one can find relief. The aim of the project is to make the city open and accessible by overcoming those physical and mental thresholds which prevent us from seeing new dimensions of the city, neglected public space or social exclusion.
timisoara2021.ro Space, Where Dark Meets Light / Flagship
Outer space is perceived as a dark place, but our source of Ars Electronica (AT) • ZK/U - Zentrum für Kunst und light comes down from there. This project opens up the dark Urbanistik (DE) • Sergio Galán and mysterious ‘Space’ to the general public, to understand (ES) • Unstable Media / Dutch Electronic Art Festival (NL) • the meaning of Light in Europe. The post-urban scenario Encore Heureux (FR) • West of derelict industrial sites host a larger version of Ars University of Timișoara • Electronica’s DEEP SPACE arena, for an audience of 1000. It Timișoara Astronomical Observatory will provide a new dimension of travel through space and time, the immersion into a realm of breathtaking 3D imagery € 2.500.000 32 and high-definition visuals in jumbo format. The project also develops detailed images of solar activity from 2016 to 2021. The industrial sites, reminiscent of lifeless planet surfaces, host two large scale mainly open air exhibitions focusing on the Moon and Mars. The opening event of the strand involves a large immersive panoramic projection and a performance by the Ars Electronica quadcopter swarm ‘Spaxels’.
Labour Day Stripped to the Bone / Main event
Silent 1st May is an inverse celebration of Labour Day, while Europe is still recovering from Aufbruch (DE) • The Liberators (AU) • TeatroDentro the biggest economic crises which left many unemployed and unable to pay even for the -TransFormas (ES) • Cultural basic living expenses. The event is a plenary collective performance lasting for one day Camarille’ Association • in which all of Timișoara stops and other cities in Europe follow the example. Telephones Sam-Sho Club • Ecostuff blocked, no wi-fi, no artificial noise, no artificial light, only candles when the evening Club Timișoara • StudentFest comes. Citizens perform ‘the pure nothing’, guided by meditation masters and social theatre Festival companies working in the periphery space between the world inside and world outside, € 750.000 with people, such as prisoners, forced to do nothing. For those that really cannot stand still, we propose walks to reconnect with nature, whether it is Shinrin-yoku forest bath, bird watching, following animal tracks or foraging for wild eatable gifts. The event is supported by a public campaign led by the social international movements specialised in sharing act of kindness in public.
Timișoara 2021 European Capital of Culture / Candidate City Transparent Walls /
Videomapping artists and experimental theatre and dance companies are invited to visit Public Art Lab of Berlin public institutions and services - city administration, education, hospitals, the prison, the fire (DE) • The Triage Live Art brigade, the water (AQUATIM) and the waste (RETIM) services - and re-create, throughout Collective (EU/AU) • Visionaria performances, the most typical scenes they see. The work is projected onto the walls of the Film Festival (IT) • Auăleu Independent Theatre respective places, suggesting transparency. Each representation will be followed by an open debate exploring the old and new meaning of public and community work. € 500.000
33
Chiaroscuro Brilliant
How could we digest topics such as the communist On a November night of 1884 the entire city of Timișoara legacy, the enigmas of the 1989 Revolution in Timișoara, was lit up by over 700 arc lamps. Each had the power of or European themes such as the Yugoslav wars, refugee several thousand candles and the temperature in each arc crises, gender violence and so on? Galleries, cafés and rose to a few thousand degrees Celsius. Today we need unconventional spaces host theatre and contemporary intelligent street lighting for thousand and one nights. The dance productions, documentary films or experiential project intends the simultaneous implementation in two installations that immerse the audience in those human neighbouring squares of the original arc light street lighting experiences where light and dark struggle to prevail. system (provided by the still existing Brush Electrical In this way we comprehend collective traumas but also Machines company in GB) and of a contemporary lighting individual perspectives, from common transitions such design. The resulting contrast is the starting point to reflect as aging or mourning, to concealed circumstances such as on the impact of public lighting on public spaces. sexual orientation, to the stigma positions of homelessness or mental health to inescapable situations like disability or / terminal illness. SIGNAL Prague Light Festival ( CZ) • Mulhouse Alsace / Agglomération (FR) • LUCI Lighting Urban Community International (FR) • Brush Electrical Machines Group (GB) • Ivan Marušić Klif (HR) • ELBA Company • Timiș Agency for Economic Empathy Museum (GB) • Cardboard Citizens (GB) • La Xixa Teatre and Social Development (ADETIM) (ES) • PartecipArte (Italy) Métaforum (FR) • EDN • The European Documentary Network (DK) • European Network Remembrance € 350.000 and Solidarity • Human Rights Film Network • Timishort Film Festival • Four You Association • Association for the Promotion of Women in Romania (APoWeR) • The Caritas Federation of the Timișoara Diocese • Timișoara Center for People in Need • ‘Something to Say’ Association • Timișoara Association of People with Locomotor Disability • Association for the Integration of Disabled Persons • AIDROM- Ecumenical Association of Churches from Romania (Timișoara Branch) • Auăleu Independent Theatre
€ 350.000
timisoara2021.ro 34
May → November LIGHT OVER BORDERS Urgency Action LACK OF A VISIBLE INTERNATIONAL NETWORK PROFILE OF THE CITY
The Light over Borders strand sets the trend for cross-border networking. As an international-oriented programme, it aims to inspire the local cultural operators to grow out of their local and regional context and aim for a global reach. Reciprocally, we want those with an international profile to bring their cultural initiatives to Timișoara.
Timișoara 2021 European Capital of Culture / Candidate City Mega Bega 35 Mega Bega is the longest stage in the world. We create 21 floating stages that can go all the way to the Danube and many cultural spaces along the Bega Canal. Successful international festivals from Timișoara and abroad, including visual and performing arts, music and literature are invited to propose thematic events connected with the river. They adapt their current concept to new artistic contributions, so they can reach new audiences. Mega Bega celebrates co-curation as a base for artistic excellence, the river being the ideal medium for transnational networking.
/ Flagship
River of Europe • D.ID Dance Identity (AT) • Pro Progressione (HU) • Nanoturism (SI) • International Danube Festival (DE) • Elias Canetti Gesellschaft (BG) • Novi Sad Jazz Festival (RS) • Hungarian Limes Association (HU) • Hungarian Cultural Institute Stuttgart (DE) • Arts Festival • International Wine Fair Timișoara • Veg Fest Festival • European Theatre Festival Eurothalia • German State Theatre of Timișoara • International Festival of Performing Arts • Timișoara German Cultural Centre • Bega Boulevard Festival • Baroque Festival • Street Delivery Festival • Jazz TM Festival • Plai Festival • Festival of Hearts • StudendFest Festival • European Festival of Performing Arts • Romanian Drama Festival (FEST- FDR) • Festival of Etnhies and Gastronomy • “Csiky Gergely” Hungarian State Theatre of Timișoara • Nautica Company • Aquatim Company • Musica Antica Association • Jazz Banat Cultural Foundation
€ 2.500.000
Baroque Reloaded / Main event
When European Baroque was exhausted from all perspectives, the Lille3000 (FR) • Corners of Habsburg Banat was building a new world, known as provincial Europe • Dani Brazila (RS) • Baroque. Paradoxically, for Timișoara, Baroque is the moment Akademie Schloss Solitude (DE) Fête de la musique (FR) of historical and cultural Enlightenment. If Baroque, in pure • Close-Act Theatre (NL) • interpretation, means blaze, fast, glossy and glamour, Baroque Reloaded Amsterdam Corelli Collective is instead the celebration of the many meanings of Modernity and its (NL) • Le Baroque Nomade legacy for the contemporary world. To celebrate the internationalism (FR) • German State Theatre of the Baroque movement which connected a vast territory, we’ll send of Timișoara • “Csiky Gergely” Hungarian State Theatre of local artists as ambassadors performing across the continent, handing Timișoara • Romanian National out personal invitations to the largest unconventional Baroque party of Opera of Timișoara • Banatul the year. Philharmonic of Timișoara • Musica Antica Association • Heritage buildings, such as the Baroque Hall, the Evangelic Baroque Timișoara Cultural Centre Church, and the Synagogue in Fabric host contemporary performances € 950.000 and silent discos, while a postmodern spot such as a shopping mall is turned into a Baroque carnival, with music, costumes, classic theatreeven reinvented food and beverage recipes, to allure the contemporary consumer into both celebration and reflection on the transient nature of cultural categorisation.
timisoara2021.ro Words of Light /
Words of light is a programme celebrating the languages The British Council (GB) • Goethe-Institut (DE) • Alliance Française spoken in Timișoara by the historic ethnic groups and the (FR) • Istituto Italiano di Cultura (IT) • Instituto Cervantes (ES) new emerging communities as well as those of tourists. • The Danish Culture Institute (DK) • Kikindashort Festival (RS) People will be encouraged to think and speak in other • Fraktura Literature Festival (HR) • Guerrilla Translation (ES) • Dotventi (IT) • Timișoara French Institute • British Council languages (mistakes are allowed). Artists are invited to Romania • Writers ‘ Union of Romania - Timișoara Branch • propose language games in the public space while cafes, International Literature Festival in Timișoara (FILTM) • Staffete- hotels and hostels will offer ‘travelling books’ with stories German Literary Club • Association of Serbians in Timișoara • The in many languages. In a city where inhabitants used to be Hungarian Women’s Association • Democratic Forum of Germans fluent in at least two languages, the pupils and students in Romania- Banat Branch • The Association of Bulgarians in Timișoara • Syrian Association from Romania • Beli Bagrem are developing together with the partner schools visual 36 Association • Arte Factum Association • Romanian-Arab Cultural textbooks of ‘European urbanity’ with greetings in all Centre • The Intercultural Institute Timișoara (I.I.T.) languages spoken today in Europe. € 100.000
ECoC Boulevard Twinkling Little Global Cities
The Republicii Boulevard is a cultural kilometre where A city does not need to be a big metropolis to shine a people can walk, dream, shop and eat, as well as see how global glamour. Many medium-sized cities in Europe are the concept of ECoC has evolved over time. The Boulevard multilingual and multinational, close to new borders and will host special EcoC stations where the visitor will meet in constant flux; they are places for art, full of unexpected the cultural flagships and the best manufacturing products encounters and stories. ‘Little global cities’ was initiated designed by EcoC cities. Each station will be marked in Timișoara by the Inter-Est Foundation from Berlin, in by a representative street art sculpture and a dancing partnership with 12 cities from Central and Eastern Europe. graffiti performance that transform a very neglected and For 2021 we would like to expand the circle to new cities and unwelcoming part of the city into a creative spot. uncover more old and new twinkles of their global spirit. We will propose a call for teams of the most brilliant minds of / these cities, from social researchers, historians to technology geeks and futurologists that will review the common All cities that have been awarded the ECoC title before 2021 • cultural and technological heritage of the “little global Timiș County Arts and Culture Center cities” while keeping in sight their future. The results will be brought to the public in attractive formats with potential to € 550.000 reprogramme the 2021-27 political agenda.
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Inter-Est Foundation (DE) • Cities of Novi Sad (RS), Szeged (HU), Osijek (HR), Sarajevo (BA), Banja Luka (BA), Skopje (MK), Shkodra (AL), Ioannina (GR), Chisinau (MD), Uzhhorod (UA), Košice (SK), Graz (AT) • Ziua Memoriei (FR) • Fondazione Campus Lucca (IT) • Instytut Kultury Miejskiej (PL) • West University of Timișoara • ‘Timișoara’s Sphere’ Association • Rotaract Clubs • Rotary Clubs • Lions Clubs • Timiș Chamber of Commerce • Industry and Agriculture (CCIAT) • German Economic Club from Timișoara
€ 400.000
Timișoara 2021 European Capital of Culture / Candidate City 37
June → December LIGHTSCAPES Urgency Action NO SHARED VISION GLOBALISE
We want the traces of the light we have set in motion to remain beyond TM2021, captured in physical and mental Lightscapes. The last strand of our programme is an invitation to globalise our thinking and create the vision for a thriving local community. The openness to the world, the collaborative society and the transformation of mistakes into unexpected solutions are some of the directions we want to explore.
timisoara2021.ro 38 Insights / Flagship The last flagship programme of the year creates the Conexiones Improbables (ES) • NICE - Network for Innovations environment for open laboratories of co-creation for a in Culture and Creativity thriving city in a global context. The purpose is to create in Europe (DE) • Culturing. eu (IT) • SEAD Network for ‘a-ha moments’ that reveal perspectives of intricate issues, Sciences, Engineering, Arts & from dealing with waste or mistakes in production to Design (US) • EECN - Ecology, dealing with social behaviour and urban development. Environment Culture Network • Goteo Foundation (ES) • Some examples of such laboratories are: Fuck-up Ouishare (FR) • Antiheroes nights (business and entrepreneurs present their worst (NL) • Makea tu vida (ES) • Bea Johnson (US) • Circle professional experiences and the audience feeds back Economy (NL) • The Circular with their own creations inspired by the story); Zero waste Company (NL) • Michael (design and upcycling in industry); Trees please! (landscape Hanna (EI) • Politehnica University of Timișoara • West and architecture solutions for keeping secular trees in the University of Timișoara • Timiș urban space); CoCulture now! (new models for cultural Agency for Economic and Social Development (ADETIM) management and financing); Imaginative engineering • Let’s Do It Romania • (innovation through interdisciplinary creativity). The results Ecostuff Timișoara • Helion harvested will be disseminated in different international Club contexts and networks as a basis for launching Timișoara € 900.000 Open Free Academy.
Circulating Skyscapes / Main event
Mobility and its cultural effects become visible under artistic skyscapes. James Turrel (US) • Artists from cities from all over the world are invited to depict their DZESTRA (UA) • Metaland sky on canvases that circulate in an exchange that has Timișoara as (PT) • Kunstrepublik (DE) • Ziva-Dvorisca (SI) • Via a central point. The guest skyscapes hang above streets that become Rumania Cultura Association open air cultural spaces of the sending city. Here, a native Catalan • Romanian-Arab Cultural living in Timișoara can meet a former exchange student and under Centre Timșoara • Institut the Barcelona sky add their favourite pictures. Similarly, Timișoara für Auslandsbeziehungen natives living in Montreal may cook their favourite food and offer it Timișoara • French Institute Timișoara • 13 Romanian to strangers passing under ‘their sky’ in the Canadian city. The sky Cultural Centres and Institutes also unites the world in the common responsibility for air quality. We abroad will bring this into public awareness with an exhibition of air samples sent from all across Europe and further, and their test results, with a € 850.000 highlight on historic ones like the cans sealed with the ‘last breath of communism’ in 1989.
Timișoara 2021 European Capital of Culture / Candidate City Solar City /
Solar inspired art and technology, from prehistoric symbols and ancient calendars Brush Electrical Machines company (GB) to contemporary installations made of solar panels will permanently decorate the • Stanford Solar Center (US) • Akihisi city. The audience will enjoy the occasion to come together in the Solar City Centre Hirata (JP) • Bausch Foundation (DE) and learn about sun in different cultures, to manipulate the interactive and open- • Politehnica University of Timișoara • Romanian Order of Architects - Timiș design installation and create their own solar powered souvenir inspired by the Branch (OAR) Timișoara ECoC logo. After an international contest the Solar City of Timișoara will be created as the long lasting remembrance of the year. € 1.500.000
39
Let There Be Light Inspired View
Coming from a tradition of centuries of multiconfesionalism, A refreshed window view may open the appetite for a TM2021 is the European laboratory to invite artists re-think of mental representations. TM2021 hosts landscape who represent the theme of light in a variety of views, architects, designers, city planners, social scientists and independent or affiliated to various faiths. The works street artists from all over Europe in a residence and training will be displayed in the Liberty circular square as a large programme that addresses the contemporary imperative installation where the public encounters all the beliefs of a city to be open, accessible, navigable, explorable and present in the Europe of today, from state-recognised determined to eliminate physical, mental and social barriers. religions to paganism, yoga practice communities or They will also work practically with those citizens that take pastafarians. The exhibition is complemented by a series a conscious look around them and propose meaningful of international conferences on the role of spirituality in changes to the shared public space. A large exhibition, bringing together divided communities. The peak moment with photos and simulations, shown online and in various is a collective performance in which over 25 different locations of the city will foster debates about the future view communities from Timișoara and their international guests of the city and in the same time will collect the insights of the will converge from different spatial directions to the Union visitors of how the European Capital of Culture has altered square sharing music, light and kindness. their views.
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China Arts Entertainment Group Beijing (CN) • Kultur Bewegt Arquitectura Colectiva (ES) • Spiekermann (DE) • Centre (DE) • Chris Torch (SE) • Intercult (SE) • Torino Spiritualità (IT) • for Excellence in Universal Design (IE) • Romanian Order of Terre du Ciel (FR) • Faouzi Skali (MA) • Shiva Ananda Lahari (IN) • Architects- Timiș Branch (OAR) • Angelo Roventa • Faculty of Theatre Company Shelf (JP) • ISAO Festival (IT) • John Feodorov Architecture and Urbanism Timișoara • Faculty of Arts and Design (US) • Philippe Morvan (FR) • Steve Buchanan (CH) • AIDROM- Timișoara • Timișoara International Street Art Festival (FISART) Ecumenical Association of Churches from Romania (Timișoara Branch) • The Orthodox Mitropoly • Roman Catholic Diocese of € 550.000 Timișoara • The Jewish Community of Timișoara • The Baptist Church • Romanian-Arabic Cultural Centre
€ 500.000
timisoara2021.ro 40
December 2021 A NEVER ENDING RAY OF LIGHT Action RE-START
During the closing event citizens will harvest the joy of watching how the light from Timișoara has spread all over the continent and given communities the energy to take the future in their own hands again.
Timișoara 2021 European Capital of Culture / Candidate City At the end of our journey we celebrate the radiating community we / Closing event have built, as far as our message has reached, as much as we have Olafur Eliasson (DK) • Little Sun (DE) • Lux contributed to mobilise people and awake them from passivity and Helsinki Festival (FI) • Norfolk & Norwich nothingness. During the closing event citizens will harvest the joy Festival (GB) • Zoe Irvine (AT) • of watching how the light from Timișoara has spread all over the Timișoara European Capital of Culture Association – Candidate City • continent and given communities the energy to take the future in Municipality of Timișoara their own hands again. 41 € 700.000 Diaspora families, tourists who have visited Timișoara, all ECoC artists and partners, social business initiatives on alternative lightening across the world – all have been provided with solar-powered gadgets with a GPS locator that shine in the night of the closing gala.
An enormous map shows with luminous points those people have been infused with our energy. People taking part in the show will create live twinning with each other, as a promise of new encounters to come. In the culminating moment, a giant ray of light rising from the surrounding area, submerges the city. People ride the groove of a soundscape concert, a symphony of natural and man-made sounds all related to the semantic of light. At the end of the night the radiance of light will travel from Timișoara in the direction of the two new ECoC cities. It is time to re-start, we are ready, don’t stop the ray.
timisoara2021.ro 3. CULTURAL AND ARTISTIC CONTENT
How will the events and activities that will constitute the cultural programme for the year be chosen?
ur cultural offer is a blend of the three types of programmes, aligned to the concept and the objectives Oof the Candidacy: framework, predefined and open call. The latter will be developed through capacity-building training for cultural managers. The selection will follow an open call in 42 the format of Art Markets and an assessment process based on ten criteria.
The cultural programme is organised new, innovative and experimental We are interested in projects which in five strands consistent with our cultural expressions will be promote new forms of cultural and concept Shine your light - Light up encouraged. creative entrepreneurship, new job your city! opportunities within the creative 2. European dimension which industries sector and which Framework programmes cover a highlights the richness of cultural contribute to the transformation of large number of smaller events and diversity in Europe. A vast range Timișoara and the Banat into a hub activities that fit the logic of artistic of possibilities will be encouraged, of cultural creativity. message (Light My Fire opening event, from creative exchanges to Addictive Lights, Ana=Logic, Dare sustainable partnerships, and 6. Educational component, actively to Shine, Heritage in the Spotlights, co-productions between existing involving schools and promoting Invisible/Visible, Inspired View, initiatives, such as festivals and cooperation among schools from Transparent Walls, Chiaroscuro, Mega new partners including, but not different European countries. Bega, Baroque Reloaded, Words of Light, limited to, Timișoara’s twinning and Lifelong learning and active ageing ECoC Boulevard, Insights, Solar City, A enlightened cities networks. proposals will also score. Never Ending Ray of Light); 3. Audience development. Each 7. Cooperation between established Predefined programmes are proposed programme will have cultural institutions and emerging opportunities for joint local-European to address one or more levels independent groups and artists, co-productions; of audience engagement: to whether local or international. inspire self-expression, welcome Open-call programmes and projects user-generated cultural content, 8. Focus on public space and selected through the Art Markets that foster co-creation or engage and contribution to making the city have an allocation of cca. 30% of the train volunteers. Proposals are open and accessible, integrating programme expenditure. encourage to include vulnerable neglected dimensions. groups and/or address social issues. An independent jury, composed 9. Drive for the development of of cultural managers and festival the tourist sector presenting directors will evaluate and advise on 4. Promotion of heritage and attractiveness for both tourists and the project proposals based on the new technology encounters, in the local population. The locations folowing criteria: line with the European Digital of the events are to be both Agenda schemes to promote open spread equally in the city and the 1. Interdisciplinary artistic and collective cultural content surroundings, covering the entire excellence with originality and/ platforms, and provide citizens the region; or quality. Proposals have to opportunity to acquire advanced creatively mix different artistic skills for content production, access, 10. Long-lasting legacy in line with forms, but also combine arts and and circulation. the city’s cultural strategy for culture with other sectors, such as 2014 - 2024. Legacy will be assessed the social and economic ones. The 5. Culture as a driver for in terms of durable cultural, social blend of traditional art forms with development and innovation. and economic impact.
Timișoara 2021 European Capital of Culture / Candidate City 3. CULTURAL AND ARTISTIC CONTENT
The selection body will additionally managers with renowned European teams of the selected projects in their take into account the balance between organisations (e.g. Atelier for Young first stages of developing their ECoC the programme strands and the Festival Managers, Culturing in proposals. In 2020, we will organise diversity of cultural interventions. To Sienna). Throughout 2017 and 2018, we a participative selection process be eligible, a project should receive a will organise quarterly information for community projects in the city high score on at least four out of the ten sessions and workshops with neighbourhoods to raise awareness above criteria. Artistic quality, citizen artists and cultural operators to raise and increase participation of the involvement and European dimension awareness, stimulate creativity and general public. The shortlist will be 43 must score at least 80%. facilitate partnerships. We will have a drawn by a jury specially selected constant open call for project proposals for this purpose, while the final vote To collect proposals and elaborate at the Art Markets, to offer meeting will be given by the general public to projects we consider the following: opportunities among artists, cultural projects which are shortlisted. operators, project teams and possible In 2017 we initiate capacity-building private and/or public funding bodies. training programmes for cultural In 2019 and 2020, we will assist the
Timeline for the 2021 cultural programme development:
2015 - 2016 2017 2018 2019 2020
Proposal phase
Development phase ECoC cultural programme Production phase
Technical phase
8 information workshops; Capacity-building training sessions for Open call for cultural managers workshops with open programmes 6 Art Markets and contributions to frame programmes Logistical assistance of the initiators
Concept, frame Signed contracts All flagships are programmes with Cultural confirmed, and The 2021 cultural 75% of the cultural The entire and defined Coordinator partnerships signed; programme programme programme is ready programmes and 2 local and 25% of the major progress confirmed and made public proposed in the bid international Artistic projects are book Chiefs confirmed
timisoara2021.ro 3. CULTURAL AND ARTISTIC CONTENT
How will the cultural programme combine local cultural heritage and traditional art forms with new, innovative and experimental cultural expressions?
he theme of light provides an excellent inspiration for artists and activists to deal with heritage and place Tit in a contemporary perspective. By challenging and debating, by analysing and rethinking our traditions within the 44 light framework, the cultural interventions in our programme reinvent our heritage and bring it to life.
Timișoara and the Banat region hold The first strand Inner Light combines The Light and Dark Spaces strand will an array of cultural heritage and the local cultural heritage with digital bring innovative and experimental forms of multi-cultural traditional arts forms of expression which will be artists working under the Ars which deal with the European crises developed within the project Vision. Electronica umbrella, to reintegrate and dilemmas. The rich architectural derelict industrial sites into the public heritage – with over 14.500 historical In the second strand Shared Sight we space and public consciousness. buildings - linked to all European use audience development tools to Chiaroscuro will explore what is worth architectural styles of the past three address the very complex situation keeping from the unwanted communist centuries has often been mentioned of the heritage of decaying buildings, heritage. as an urgency of the city, since most which has existed for decades. The are in an advanced stage of decay. The complexity of stakeholders (public and The fourth strand Light over Borders value of the local cultural heritage and private owners, tenants, authorities, will put the local heritage into a the preserved traditional arts lies not specialists) and the bureaucracy has European context (the past multi- only in their physical, historic, cultural prevented them from finding the lingual culture, the architecture, and artistic attributes that shape the mechanisms to listen to each other the music and the manufacturing local and regional identity (especially and to find solutions. The programme traditions) with support from the the multi- and intercultural character Heritage in the Spotlights will offer to a partners in the Words of Light and of Timișoara and Banat), but also in wider spectrum of audience different Baroque Reloaded. their significance for individuals, ways to express their perspectives communities and different structures, using cultural forms. For example, The fifth strandLightscapes will put the personal stories that are part of tenants that come from disadvantaged the local heritage into a global context people’s identity. backgrounds will be given cameras from a long-term perspective. Heritage to document and present their daily in a variety of forms, including We address the local life in a decaying heritage building, religious and spiritual practices like in they will learn about the history of the project Let There Be Light, will be cultural heritage and the the building and participate as local one of the main themes for the capacity traditional forms of art guides. The specialists will be invited building and the exchange programme in each of the cultural to find creative ways to present their with a focus on the future and the passion and expertise for heritage, in cultural legacy of the year 2021 for the programme strands, with a ways that are easy to understand by city. Additionally, the Insight project variety of approaches. the public. will approach heritage dealing with key aspects regarding its preservation, such as new cultural business models and decision-making processes.
Timișoara 2021 European Capital of Culture / Candidate City 3. CULTURAL AND ARTISTIC CONTENT
How has the city involved, or how does it plan to involve, local artists and cultural organisations in the conception and implementation of the cultural programme? Please give some concrete examples and name some local artists and cultural organisations with which cooperation is envisaged and specify the type of exchanges in question.
he TM2021 cultural programme is the outcome of our permanent dialogue with more than two hundred local artists and cultural operators for more than four years. T 45
Local artists and cultural organisations candidacy was announced in 2010, figures such as the musician Codrin were involved in the candidacy process on the occasion of the inauguration Emandi, actress Ramona Olasz and the from the early beginnings and will of a new theatre hall, once an Austro- writer Daniel Vighi. Representatives continue to play a fundamental role in Hungarian riding school. Later, in of local cultural institutions or the implementation of the programme. 2011, The Timișoara – European Capital organisers of major artistic events of Culture Association was founded at are part of the Association’s Steering More than fifty are members of the the initiative of local public cultural Committee and thus directly involved ECoC Association, another eight institutions and service clubs. This in the decision-making process: are part of our Steering Committee, ensured a good collaboration between Victor Neumann, historian, university thus they are directly involved in the Association and the cultural professor and Director of Timișoara the decision-making process. Other organisations and artists from the Art Museum; Levente Kozma, visual cultural organisations have given us very beginning. More than 50 of the artist, co-founder of Simultan Festival; significant feedback and contributed 112 members of the Association are Codruța Popov, literary advisor of the with project ideas, while others are local cultural organisations, such ‘Mihai Eminescu’ National Theatre co-organising projects together with as the ‘Mihai Eminescu’ National of Timișoara; Vlad Gaivoronschi, the Association. Last but not the least, Theatre of Timișoara, the ‘Csiky architect, president of the Romanian many cultural actors supported and Gergely’ Hungarian State Theatre of Order of Architects, Timiș Branch; collaborated with us in many other Timișoara, the German State Theatre of Corina Răceanu, cultural manager ways, behind the scenes. Timișoara, the Banatul Philharmonic at the Intercultural Institute from of Timișoara, the Timișoara Art Timișoara; Norbert Tako, independent In 2009, the idea of the city’s Museum, the Banat Village Museum festival producer; Marcela Titz, urban candidacy was first discussed within of Timișoara, the ‘Merlin’ Theatre for planner; Ingrid Diac, cultural manager the community as a consequence of Children and Youth (Puppet Theatre), at the Timișoara French Institute. Sibiu’s success two years before. It local art galleries, the Timiș County was not by chance that Timișoara’s Public Library, and local cultural
timisoara2021.ro 3. CULTURAL AND ARTISTIC CONTENT
One of our goals has been to involve regarding the multi- and inter-cultural technology together in Addictive Lights, as many local artists and cultural past of the city and the region. revive Ana=Logic, inspire innovation organisations as possible, to collect but also crafts and manufacturing with valuable ideas and to harmonise Social organisations had an input on Smartness Revealed, small cultural different points of view to one the cultural aspects as well, suggesting infrastructure spread all over the city single coherent vision, so that the examples and approaches for audience for Dare to Shine, mass celebrations whole artistic community could engagement. Special thanks to ‘Ceva de in Blossoms, bring the Heritage in identify with the programme. We Spus’ and ‘Pentru Voi’ Associations, to the Spotlights, find one million of organised workshops, information Andrei Stratilă from the accessibility Timișoreni in Flash of Memory, address and mobilisation campaigns, and team and to Roma activists Letiția the growing uneasiness towards informal meetings where we invited Mark, Valentin Pepenel, Ion Goracel, the Roma with Invisible/Visible, do 46 freelance artists, or the ones acting in Victor and Ramona Făcăleț who have something unseen yet in a derelict public institutions, cultural NGOs, and contributed to a large extent to address area in Space - Where Dark Meets decision-makers from public cultural and raise awareness on the topics of Light, bring bureaucracy to public institutions, with whom we had lively accessibility and Roma during our debate in Transparent Walls, address debates over project ideas. Some of conferences and workshops. painful issues like those in Chiaroscuro, them responded to our invitation, rekindle historic lights and think others expressed their wish to be part The logo of the Association is the of future technology in Brilliant, in the conception process. Their role in creation of the local visual artist and expand with vibrant projects to new the development of the final concept graphic designer Pavel Vereș, after two spaces like Mega Bega and Baroque was crucial. public calls for proposals launched Reloaded, showcase the incredible in 2011 and in 2012. The logo of the linguistic and spiritual diversity of the The Intercultural Institute from candidacy, differing from the one of city in Words of Light and Let There Timișoara also had a key role in the the Association, is the work of Ștefan Be Light, make the pedestrian route conception of the cultural strategy of Lucuț, a young artist from Timișoara. between the railway station and the the city. A large group of people came centre more attractive with the ECoC with valuable project ideas: Florin Forty-six local musicians, writers, Boulevard, invest in local talents in Iepan, representing the Association of visual artists, directors of cultural Insights, encourage voices of returned Documentary Filmmakers, Lia Lucia institutions are ambassadors of youth contributing to a new vision Epure representing community service TM2021 and their number is growing. under Circulating Skyscapes, promote clubs, Oana Borlea and Lorena Vlad Their testimonials are accessible on the participative city design with Inspired from ProPhilarmonia, Marius Gaiță Association homepage: View, think of the future in Twinkling from Baroc Festival Association, the www.timișoara2021.ro. They promote Little Global Cities and Solar City, make visual artists Gabriel Kelemen, Corina the candidacy at their events. the light from Timișoara radiate all Nani, Rareș Moldovan, Dana Sarmeș, over the world in the Never Ending Ray Constantin Flondor, the writers Radu While the launching of our first of Light. Pavel Gheo, Alexandru Potcoavă, Viorel two concepts - 'REVOLutionary' and Marineasa and Eleonora Ringler-Pascu, 'Channel of Cultures' - took place in The dynamics of the process behind the musicians Vlad Colar, Teo Milea, formal locations such as the hall shared our candidacy made us realise the Gabriel Almași, Sebastian Spanache, by the Romanian National Opera of local artist-activists are crucial to Santa Csaba, Szabó Zsolt, Bogdan Timișoara and the ‘Mihai Eminescu’ implementing a complex programme Nagy, Aura Twarowska, and the actors National Theatre of Timișoara in such as TM2021. Georg Peetz, Borbély B. Emília, Baczo 2012 and, respectively the Timișoara Tünde, Simona Vintilă, Attila Balázs, City Hall in 2014, the course of the Ana Maria Pander, Iova Ionuș, Roman preparation process took us closer to Ștefan, Mădălina Ghițescu Petre, Olga the alternative scenes in locations such Török, also cultural managers Alina as Ambasada Plai or the space of the Cristescu, Călin Rus, Alina Baciu, Auăleu Independent Theatre. Adrian Mirescu and representatives of the international community The concept Shine your light – Light Siegfried and Geraldine Geilhausen up your city! was tested in the summer and Jose Miguel Vinals, came with of 2015 in 21 organised workshops and valuable project ideas. We have closely collaborated with sociologists and countless informal meetings with over 250 humanists from the West University people. of Timișoara, such as Bogdan Nadolu, Alin Gavreliuc and Corina Turșie. Most of the programmes were The historian Victor Neumann had developed from suggestions written a strong influence throughout the on post-it papers during meetings: TM2021 concept elaboration process use alternative power for events in offering consistent historical elements the opening event, bring culture and
Timișoara 2021 European Capital of Culture / Candidate City 4. CAPACITY TO DELIVER
Please confirm and evidence that you have broad and strong political support and a sustainable commitment from the relevant local, regional and national public authorities.
he ECoC Candidacy is the city’s first community-wide project since the 1989 Revolution. TOur local political support is due to the community’s great interest in the ECoC project and the direct involvement of the citizens and civil society organisations in our initiatives. 47
Timișoara City This widespread appeal ensured steadily, turning politicians into its Council’s Decisions, a broad, strong and long-lasting followers, as proven so far. adopted unanimously: political support, which also needs • No.82/29.03.2011 on to be seen in the context of the We also aim to approach, as member, supporting the candidacy. relative nature of the political scene. the recently-established Timișoara • No.250/12.07.2011 on the Between now and 2021, there will be Economic Consultative Body which Municipality becoming six elections: two locals in June 2016 includes more than 40 organisations, founder member of the and 2020, two nationals in December such as business clubs, clusters, Association. • No.271/14.05.2013 on 2016 and 2020, the European in development agencies, banks, increasing the amount of the May 2019, and the presidential in universities and diplomatic bodies. city’s membership fee. December 2019. • No.371/01.08.2014 on At the regional level, the Association including the candidacy logo The broad political support is signed a cooperation framework on all official documents. • No.252/26.05.2015 on confirmed and evidenced, firstly agreement for the implementation of increasing amount of the by nine policies supporting the the ‘Bega Canal Tourism Development city’s membership fee. ECoC project which were adopted Strategy’ with all local public • No.395/22.09.2015 to unanimously by the local and regional authorities from the Bega Canal area, approve the contribution of councils (six by Timișoara City including the Timiș County Council, €20 million for the case the city is awarded the ECoC title. Council and three by the Timiș County the Timișoara City Council, the Timiș Council) and secondly, by two political Agency for Economic and Social Timiș County Council’s agreements signed by all political Development, the Banat Regional Decisions, adopted leaders – first in March 2011, and Development Agency, the Zrenjanin unanimously: reinforced in January 2014, affirming Regional Chamber of Economy (in • No.106/04.08.2011 on without reservations the support for Serbia) and 18 other partners. becoming founder member the ECoC project - both their own of the Timișoara - European and the support of the parties they Within the regional context, Timișoara Capital of Culture Association represent. has also established cultural / Candidate City and the cooperation agreements with three respective membership fee. • No.134/28.08.2013 on This backing is translated into the cities in Serbia, namely Zrenjanin, increasing the County provision of public financial resources Pancevo and Novi Sad. Council’s membership fee. and other necessary means. It is also • 30.09.2015 to approve the driven by the determined commitment Whithin a national context, the contribution of €5 million for and the diverse representation of the Romanian National Opera and the the case the city is awarded the ECoC title. local civic community involved in the 'Mihai Eminescu' National Theatre of preparation. Timișoara are supported directly by the Ministry of Culture and are active If the 1989 Revolution was a civic members of our asociation. outburst, the ECoC initiative is a civic movement which grows slowly but
timisoara2021.ro 4. CAPACITY TO DELIVER
Explain briefly how the European Capital of Culture will make use of and develop the city’s cultural infrastructure.
he cultural infrastructure of the city is both material and immaterial, both people and objects, both communities Tand buildings. While our strategy when it comes to material infrastructure is opening-up, our focus is on people as an inherent part of the immaterial infrastructure. 48
We will employ a dual approach: Baroque Reloaded we want the current Timișoara already has good examples on one hand make better use of the cultural organisations to change their of public and independent cultural current infrastructure and on the other ethos of fortresses of high-culture and initiatives of reconversion of heritage develop new ones. open their doors to the community. At spaces. The Maria Theresia Bastion the same time we want to turn temples is part of the old city fortress wall When it comes to immaterial culture of consumerism, like shopping malls, which has become a cultural space, we are planning to work on two levels into new sets for participative artistic temporarily hosting the Banat in partnership with the other cultural actions. Museum of Timișoara, the Timiș institutions in the city: build and County Public Library, the office of the train human resources and produce Material cultural infrastructures is Timișoara-European Capital of Culture skills, as well as change cultural very diverse in Timișoara: 40 cultural Association, the Timișoara Society, a consumption pattern and behaviour. institutions including 9 theatres, jazz club and an art gallery alongside We do have a good foundation to build 7 museums, 13 libraries, 15 art other entertainment spaces. From the on. According to a study on the Cultural galleries, 3 cinemas and an open air independent sector, we have Ambasada Vitality of Cities, in 2010, by the Centre amphitheatre. Timișoara ranks second Plai, a cultural hub which offers a for Research and Consultancy in in Romania, after Bucharest, for the cafe and free spaces for interaction, Culture (Bucharest), the cultural life of number of seats in auditoriums, with workshops and presentations for our city is ranked fourth in Romania 2.900 seats. Timișoara has the largest young independent artists, Scârț due to the balance between cultural heritage of historical monuments in that hosts both the Museum of the infrastructure and creative industries, Romania: 14.500 historical buildings Communist Consumer and Auăleu the participation and human resources, of various styles (Baroque, Secession, only independent theatre in Timișoara. and the budget allocated for culture. Art Nouveau, Romanian Brâncovenesc Moreover, according to the Cultural and inter-war styles) from which More such restoration and repurposing Strategy of Timișoara for 2014-2024, an extremely small percentage, less projects prove the great potential of when it comes to consumption, the than 10%, are rehabilitated, partially the city’s infrastructure: the restoration audiences and cultural consumers or entirely. This aspect is significant of the Huniade Castle which hosts of Timișoara attend museums (38%), as most of the cultural institutions the Banat Museum of Timișoara (still libraries (39%), theatres and opera are located in historical buildings in progress); the TIMCO industrial (36%), cinemas (29%) art galleries within the historical centre of the city. halls which have been transformed (29%), philharmonic concerts (50%). Timișoara’s master plan is to restore into an exhibition venue mostly for Building on this asset, the TM2021 the heritage buildings, both publicly contemporary local and international programme adopts a participatory and privately owned, and the ECoC title artists (recently an exhibition in approach, we want to open events in would give a much needed boost for partnership with Lille 3000 called the neighbourhoods - not just in the this process. Futurotextiles); a derelict 18th-century city centre where most of the cultural army barrack - Cazarma U - which infrastructure is. So, 80% of our events, Parks are also a real cultural asset, has been appropriated for the first including the opening and closing giving Timișoara one of its nicknames edition of Art Encounters, a biennale ceremonies, the Mega Bega Festival, 'The city of parks'. Known as the of Romanian contemporary art; the will take place in public spaces such as city of parks, at one time you could 19th-century Synagogue in the Cetate parks, squares, on the street, interior cross Timișoara just through the [Fortress] neighbourhood, which hosts gardens, the Bega Canal banks. These parks. Therefore, parks have become concerts, film screenings and other aims are all in line with our ‘Light up important open spaces for cultural artistic initiatives, such as the Simultan your city!’ communication strategy. interventions. In 2013, green areas annual festival for video, media arts of Timișoara were 477.51 ha with and experimental electronic music; When it comes to material cultural 37,57 sq m/citizen, much more a former imperial circus and later infrastructure, our strategy is to open than the European Commission sports hall, located in the city centre, up spaces. With programmes like recommendation (26 sq m/citizen). as well the former Synagogue in the
Timișoara 2021 European Capital of Culture / Candidate City 4. CAPACITY TO DELIVER
Fabric neighbourhood have both been Cetate and Fabric neighbourhoods, for performances and artistic transformed into theatre halls, making churches, schools, social centres, interventions, such as concerts of Timișoara the only city in Romania former cinemas, derelict sites, Banatul Philharmonic in stadium, outside Bucharest, which has an stadiums, sport grounds. The the airport, on the Bega Canal, on alternative performing space for the programme Dare to Shine is to bring building and derelict sites; street art Romanian National theatre. culture to people, so we make it works in abandoned industrial sites accessible to all and use culture as and buildings’ walls with support from In line with one of the city’s a means for social inclusion. Our the already well known International urgencies, we want to reclaim for message is that culture is for all. Street Art Festival, which gathers cultural interventions existing public annually graphers from our country, infrastructure in various parts of the We would also like to continue Europe and America. city, such as the synagogues in the using unconventional places 49
300KM 600KM What are the city’s assets in terms of accessibility (regional, national and international transport)?
imișoara is an easily-accessible city by any means of transport, especially by car, from many European cities, Tdue to its geographical location and the infrastructure investments made since Romania joined the European Union in 2007.
By car as traffic has been growing by five which links it to both the Romanian percent annually since Romania joined capital, Bucharest and to other One of the greatest advantages of the European Union in 2007. With only European capitals and major cities, Timișoara is its geographical location one highway crossing the county, even including Paris, Dortmund, Munich, near the western border of Romania, though it is not yet completed, Timiș Frankfurt, Brussels, Milan, Bologna, being the closest major Romanian County is among those with the highest Rome, Treviso, Bari, London, city to Western Europe. Timiș county density of roads, an extensive network Barcelona, Madrid and Valencia. has two international borders with with 533 km of national and 2.368 km In total, it offers 23 direct flights Hungary and Serbia, with which it of county and communal roads. By to Europe, four national and 19 shares three border crossings: Cenad 2021, we hope that the highway will international, providing connections (DN 6) to Hungary and by Stamora have been finished, and more roads to eight European countries. The most Moravița (DN 59) and Jimbolia (DN upgraded, so that the mobility of the travelled route is Timișoara-Munich. 59A) to Serbia. However, it is connected people within the Banat region grows. Due to this easy access route, many by highway only to Hungary via A1, Romanians commute across Europe, the only cross-border highway in and many Western Europeans do Visual references to the ECoC Romania, part of European Corridor business in Timișoara. However, the history will be placed along the 4 - TENT core. Nevertheless, this number of passengers has dropped main international roads connecting makes Timișoara very easily accessible over the last four years due to the Timișoara with the airport and the by road from Central Europe. This economic crisis. As the third largest four borders in the region: Nădlac, highway will continue to Bucharest, airport in Romania, the passenger Moravița, Jimbolia și Cenad. thus making the connection between traffic is 800 per hour for international the western part of the country with flights and 500 on national routes. It is hoped that given the economic the capital. By airplane potential of the city and the region, by The road infrastructure needs serious Timișoara has the only international 2020 that traffic will peak at 1.6 million improvements and great investment, airport in the west of the country a year.
timisoara2021.ro 4. CAPACITY TO DELIVER
The airport is located 12 km north- Visitors coming to Timișoara by train River Administration are moving on west of Timișoara with access via the will have their first experience with the the Canal, with the purpose of cleaning European Road E70. The easiest way city by walking the cultural kilometre it. Consideration has been given to the to get to the airport is by car, taxi or from the ECoC Boulevard. idea of connecting Timișoara to the airport bus. The local authorities plan navigation system Rhine-Main-Danube, to build an underground train which which connects the North Sea with the will link the airport to the train station By bicycle Black Sea. in order to increase mobility. Cycling is rapidly becoming a very popular means of transport, through A smart, efficient and By bus the efforts of local NGOs like ‘Verde ecological way to travel 50 pentru bicilete’ (Green light for There are several bus stations in bicycles). This tendency is also Given the recent high rise in the use Timișoara, located in different parts supported by Timișoara’s municipality of personal cars, we want to change of the city, which provide regular by constantly introducing new cycle the general perception that this is the connections to cities throughout the paths. Now every road infrastructure most efficient way to get around the Banat region, as well as Transylvania. project also includes a cycle path. city. In order to achieve this change These will serve well the population in behaviour, we need to start with from the surrounding areas who we A free bike-renting service was also making the authorities aware so every want to attract to Timișoara during the introduced by the local authorities new urban redevelopment does not 2021 celebrations. ‘Velo TM’ . plan the city for cars, but for people and public transport. This will make There are also direct bus routes from Timiș county has recently opened the the public transport more efficient Timișoara to a many European cities, longest paved cycle route in Romania. which will convince people about especially in Germany, Italy and Spain. It is 37 km long and connects the city the advantages. This will build on of Timișoara to the Serbian city of Timișoara’s well-known association Zrenjanin. Similar to this route, there with promoting public transport, as By train are plans for a route that connects it was the first city to have an electric Romania to Hungary. tram. Even now, the tram network Timișoara is well connected by railway is the biggest in the country after both nationally and internationally. It Although cycling is being embraced Bucharest. 49% of passengers use the has six rail stations, the main one being as a pastime and a number of cycling tram. The Solar City Centre will host located in the northern part of the city, routes are being developed within an international exhibition of solar- just ten minutes walk from the city the region as part of the eco-tourism powered vehicles. centre. strategy, there is no EuroVelo route crossing Timișoara yet. There are three Timiș county has the oldest and routes not far away from the city which Disabled access densest rail network in Romania, passes through Szeged, Belgrade and covering more than 91 km per 1000 m². Novi Sad. Frequent consultations with Timișoara is also the most important local associations advocating for railway node from the western part accessibility, the creation of a of Romania, but the railway station By water dedicated working group and the building is in a dire condition. jointly drafted report Access and Bega Canal is located in the western participation to culture of disabled The National Railway Agency (CFR) part of Timiș County and is one of the people in Timișoara, lead to careful plans to connect the main station few artificial waterways in Romania. assessment and preparation of the of Timișoara and the main station It is 44 km long in Romania's teritory city’s cultural, touristic and mobility of Arad to the Trans-European and was the first navigable canal infrastructure to be free of any barrier. Transport Network (TEN-T), through a built in the country. The navigable Consideration will be given equally to modernisation project. Currently, the part of the Bega Canal starts in wheelchair users, people with limited TEN-T overlaps with the main railway Timișoara, then flows to south-west, walking abilities, sightless and partially route 200 Curtici-Arad-Simeria and crosses the Romanian Serbian border, sighted, hearing impaired and mentally the 900 Timișoara-Băile Herculane; and continues 72 km in south-west disabled people. Actions related to it also overlaps with the secondary direction, to the river Tisza. In infrastructure will be complemented railway routes 217 Timișoara-Arad and an effort to make the Bega Canal with measures to make accessible the 922 Timișoara-Moravița. There are navigable again, the municipality has cultural content, where possible, and already 12 county railways connected invested more than €20 million in the the publication of a guide dedicated to to the Trans European Transport appropriation of the banks, some of disabled visitors of the ECoC. Networks (TEN-T). Thus, Timișoara has the funds being provided by the EU. good connections with three capitals: Currently, within Timișoara city limits, Budapest, Belgrade and Bucharest. with the exception of several small and leisure boats, only the dredges of Banat
Timișoara 2021 European Capital of Culture / Candidate City 4. CAPACITY TO DELIVER
What is the city’s absorption capacity in terms of tourists’ accommodation?
imișoara’s accomodation capacity has nearly doubled within the last ten years, while the number of visitors Thas significantly increased too. If you want to visit Romania, Timișoara In terms of accommodation, the used during the summer by youth and might not spring to mind as ‘the first number of visitors grows every year budget travellers. New accommodation place to see’ on your list. But it is about seeing a 25% rise in the last five years facilities will be tested in cutting- 51 ‘old novelty’ and that is what the city while Timișoara’s capacity has also edgeprogrammes such as Solar City. as a whole is offering. The Victory nearly doubled within the last ten Square, in the city centre, shielded years. The number of beds in the Timiș Considering the relevance of tourism by the Romanian National Opera of County has grown by 63 % reaching as a driver for economic growth and Timișoara and the ‘Mihai Eminescu’ 151 accommodation facilities. social innovation, we will mobilise National Theatre of Timișoara at one not only the local authorities and the end and the Orthodox Cathedral with The city has 23.875 beds stakeholders in the tourism industry, its eleven towers at the other, was the for visitors. but also the entire local community, most visited urban place in Romania in order to facilitate real interaction, in the summer of 2015. This is just an New accommodation facilities, from on the one hand between tourists appetiser of the city’s great potential hostels to four or five star hotels, have and residents and on the other hand for tourism, and this is before the been built, catering to a wide range between the city and its surroundings. restoration of the historic city centre of tourists, from budget travellers We will encourage a more experiential Cetate (The Fortress) is finished, in to well-off visitors. The American link with the place and the people 2016. publication, The Huffington Post, has through smart hospitality, a new listed Timișoara - the only Romanian concept in the Romanian context, like Nevertheless, due to the lack of tourism city - alongside other cities in Spain, in the programme ‘Heritage in the strategy for the city and the region, Portugal or Bulgaria in their top ten spotlight’. The ECoC will add value so far Timișoara has proved to have high-value affordable destinations, to the current policies by promoting limited success in attracting Romanian with 18 four-star hotels, three of them new forms of urban thematic tourisms and foreign tourists, with an average of part of international hotel chains, for a with memory and religious tours only 27% of its capacity currently used. total of 3.860 beds. through our recent history, and for the Banat region, experiential Despite this modest occupancy, the In addition, the existing number of services such as eco- and agro-tourism, number of visitors has significantly accommodation facilities include a health and adventure tourism, and grown in the last ten years both in camp site, with 260 spaces including enogastronomic tourism promoted Timișoara and Timiș County, most of small cabins, zones for tents and by a specific Mega Bega flagship the visitors coming from Romania. The caravans, the seven hostels offering a programme. We will also exploit offer for foreign tourists needs to be total of 348 beds, the 39 guesthouses the potential of the IT&C tools and developed so that more Europeans, and offering 857 beds, 5.450 beds in platforms we are currently developing others, consider this region and city as boarding schools, and the 13.100 within our cultural programme to tourist attractions. beds in student halls owned by the make these facilities more visible to the four public universities, which can be tourists.
Total number of visitors to Timiș County: Total number of Romanian and foreign visitors: Foreigners Romanians Timișoara Timiș county
300.000 300.000
19% 18% 35% 28% 20% 19% 20% 34% 31% 29% 19% 31% 20% 33% 22% 32% 18% 32%
150.000 150.000
67% 65% 66% 68% 68% 69% 69% 71% 72% 80% 81% 80% 78% 82% 81% 81% 80% 82%
2006 2007 2008 2009 2010 2011 2012 2013 2014 2006 2007 2008 2009 2010 2011 2012 2013 2014
timisoara2021.ro 4. CAPACITY TO DELIVER
In terms of cultural, urban and tourism infrastructure what are the projects (including renovation projects) that your city plan to carry out in connection with the European Capital of Culture action between now and the year of the title? What is the planned timetable for this work?
ur plan in connection with the ECoC action is to turn Timișoara into a place where people are the core of the Oinfrastructure. What really matters in our programme is to have a city which is intensely lived and experienced, in 52 cultural, urban, touristic terms, by both its inhabitants and visitors. In this sense, the city’s infrastructure is to be open, inclusive and friendly in order to transfer people’s energy into the community, thus facilitating an inclusive and fresh sense of citizenship.
Infrastructure intervention The amount Notes Description (EUR)
CULTURAL INFRASTRUCTURE Art-Technology-Experiment 12.000.000 Main objective of the City of A centre open to experiment and innovation through Centre Timișoara Cultural Strategy. art and technology both as methodologies and artistic expressions. A place for artistic production with integrated educational and artistic research facilities. Financing: City Budget, and EU funds (Guaranteed in the Cultural Strategy) The new German State 1.500.000 Financing: City Budget. Design Celebrate the multicultural ethos of the city, this is Theatre Hall in progress. Completion: 2017 a conversion of an industrial building into a cultural centre. Mărășești Culture Centre 5.000.000 Design in progress. The Oldest Public Hospital (1745) in Eastern Europe will Prepared for ERDF funding become the largest cultural facility in the city, hosting the Intercultural Institute from Timișoara , the Timișoara German Culture Centre, the Timișoara French Cultural Institute, the new Fortress Museum and many other small cultural initiatives. The Synagogue Culture 2.500.000 Design in progress. With a capacity of 3.000, the 19th-century synagogue Centre (in Cetate/ Fortress Prepared for ERDF funding will be transformed into a concert hall and culture neighbourhood) facility. Rehabilitation of the Palace 15.500.000 Re-design in progress. A complete restoration of this iconic building which of Culture Work partially completed. currently hosts the Romanian National Opera of Funding secured through Timișoara, the National ‘Mihai Eminescu' Theatre, the national and EU funds German State Theatre of Timișoara and the 'Csiky Gergely' Hungarian State Theatre of Timișoara. The Museum of the 3.000.000 Design in progress. A new building for the Museum of the Romanian Romanian Revolution Funding secured by the Revolution is planned, where the story of the Romanian Ministry of Culture Revolution will be told in a modern, creative and innovative manner. It includes a centre for education and research. Creative conversion of old 2.000.000 Design in progress. Nine former cinemas which will become part of the cinemas into cultural/art Funding secured from the municipal patrimony in 2015, will be converted into centres Municipality budget cultural centres such as theatre studios, art cinemas, art galleries etc. The restoration and 11.000.000 Design in progress. Situated in the heart of the city, the restoration is repurposing of the Huniade Funding: City Budget, County an important investment in the cultural heritage of Castle, the home of the budget and ERDF Timișoara with great tourist potential. Banat Museum Timișoara The rehabilitation of the 3.000.000 Financing: City Budget Investment which will transform the museum into one Banat Village Museum of of the biggest attractions in the region. Timișoara Subtotal culture 55.500.000 infrastructure
Timișoara 2021 European Capital of Culture / Candidate City 4. CAPACITY TO DELIVER
URBAN REVITALISATION The rehabilitation of the 12.000.000 Financing: EU funds. In Covering 9 ha, the area consists of 4 squares and 9 public spaces in the Fortress completion streets which will become exclusively for pedestrians’ neighbourhood - phase one use. The rehabilitation of the 11.000.000 Design in progress. Prepared Phase two extends phase 1 by adding an additional 11 public spaces in the Fortress for ERDF funding streets covering an area of 8 ha. The pavement will be neighbourhood - phase two completed and will become exclusively walking areas. Rehabilitation of the urban 12.000.000 Financing: EU funds. In Using the great potential of the riverfront for becoming public infrastructure for completion a central green axis in a new and articulated public Bega Canal Waterfront space, with 18 new km of bicycle and pedestrian paths, 10 ha of new green areas and parks, new cultural event spaces, as well as the first water public transport service in Romania. 53 Rehabilitation of the Urban 10.000.000 Design in progress. Prepared The heart of the city and the setting for many major Ensemble 'Corso', part of the for ERDF funding cultural outdoor events, the ensemble includes some national heritage of the most important cultural edifices of the city. The intervention will include new pavement and green areas. Local financial support 9.000.000 Mixed financing: City budget, Increase the architectural quality of the 14.500 historic programme for private Private funds buildings by restoration. owners of historic buildings Open Ville - urban 220.000.000 Private funding, secured One of the biggest urban regeneration projects in regeneration project Romania (594.000 m2), completely privately funded, converts a central industrial area into a 'lifestyle' space. It will also include a Centre for Technological Innovation, the second one to be opened in Romania by Ness. Subtotal urban revitalisation 274.000.000
ACCESSIBILITY INFRASTRUCTURE Development and extension 138.350.000 Feasibility study: 2015. A new passenger terminal, a new cargo terminal and a of the Timișoara Airport Execution: 2016-2018. multi-modal connection to a new Bus Terminal, as well Funding secured: National as to a Railway Terminal. Transport Masterplan Timișoara-Moravita (ET 59.000.000 Execution:2017-2018 This road, part of E70 European Route, is the Banatica) - Euro-trans - the Funding Secured: National southern connection from Timișoara to Belgrade. The European road to Belgrade Transport Masterplan Romanian sector Timișoara-Moravița is proposed to be modernised, with completion by 2018.
Bike sharing system in the 1.600.000 Completed 2015 - extension ERDF-funded, the project was completed in 2015 City of Timișoara until 2020 through EU funds and created the first public free bike sharing system in Romania with 300 bicycles at 22 public transport stations, along with 25km of cycle lanes. Timișoara Detour (City Belt) - 59.520.000 Execution:2017-2018 The Detour will create an alternative for heavy traffic in Southern sector Funding Secured: National the direction to Serbia, decreasing the traffic through Transport Masterplan the city and allowing better mobility in Timișoara. Timișoara-Arad railroad 28.270.000 Execution:2016-2017 Part of TENT Core railway corridors, this project will speed increasing project Funding secured: National more than double the speed of rail transport. It includes Transport Masterplan railroad interventions, new trains and other measures. Infrastructure projects 50.000.000 Execution 2015-2020 The 5-year infrastructure programme will complete for completing Timișoara Funding: ERDF funds, National Timișoara transport rings by building 4 new bridges, 2 transport rings 1, 2, 4 Budget, City Budget underground passages for cars and public transport. (bridges, roads, bicycle The programme is part of the Sustainable Urban lanes, pedestrian, Mobility Plan to be approved in October 2015. underground passages) Subtotal accessibility 336.740.000
TOURISM INFRASTRUCTURE The rehabilitation of the In calculation 2014 - 2020 The project is part of the city’s Strategy for the Youth. school camps infrastructure Water Universe – theme 18.000.000 2014-2020 The initiative is part of the strategy for attracting more park tourists in the region. Science and Technology In calculation 2014-2020 A place where local and regional technological and IT Museum innovation is showcased Subtotal tourism 18.000.000 infrastructure
TOTAL €684.240.000
timisoara2021.ro 5. OUTREACH
Explain how the local population and your civil society have been involved in the preparation of the application and will participate in the implementation of the year?
ntensified contacts during the last five years have led to a deep civic engagement which is the stepping stone for the Inext five years of our work in and with the community. 54 In numbers: Citizen participation 2010-2015 Citizen participation 2016-2020 • 13 local civic initiators*. Throughout our five-year history, In the run-up to TM2021, we will • 63 founders, including: we have gone through waves of ensure that the citizens of Timișoara • 16 cultural operators, enthusiasm and fierce criticism, high stay informed and get involved in the • 28 personalities, opinion and low energy, high hopes and bitter planning of the neighbourhood cultural leaders and citizens, scepticism. infrastructure for 2021 foreseen in • 7 businesses, Dare to Shine. We provide tools for • 2 local authorities. • 112 current Association members. The population of the city has been collaborative projects such as Flash continuously informed about the of Memory, learning opportunities • 160 volunteers, since 2012, out of initiative and the bidding process, with local and international artists which: 63% are pupils, students and postgraduate students, 35% which translated into the engagement preparing Blossoms or Chiaroscuro and are employees from 15 different on a scale not known before in our city: a voice in the selection of open projects fields, 73% women. online networks, mass-media, seminars and activities to be added in the final • 1.100 contributors to the concept and especially many face-to-face street programme. and cultural programme. events. • 1.300 - 1.500 visitors per month on our website. In the shaping process of our concept During 2021 we have emphasised the meaning of • over 30.000 likes on Facebook. The entire programme is built as an the ECoC and the transforming role of audience-development tool, with • 114 twitter followers and culture for the city, thus correlating various levels of engagement: as new • 53 instagram followers. the candidacy with the city’s current public, as contributors to collaborative urgencies. • 36.000 stickers, 25.000 flyers projects, as amateur artists or as in 5 languages, 7.000 citizen involved volunteers. brochures, 1.000 business We set up a call of workshops to find brochures, 1.400 pens, 840 out the unique traits of the city and we posters, 1.300 T-shirts, 2.000 established the city’s key urgencies that bracelets, 500 cups. After 2021 shaped our candidacy concept. • 727 articles in the local media. After TM2021, the ECoC year citizens • 18 articles in international media. We have also run workshops for of Timișoara will be the main voice in project ideas with stakeholders to the evaluation of the ECoC process. In • Exchange of experiences with 9 ECoCs. debate the artistic programme strands the long-term the city will have new and projects. Because of our purposeful mechanisms for cultural management • 153 institutions and more than approach, the ECoC community has that involve the local population in 5.000 citizens took part. grown each year. decisions and co-creation of cultural * Cultural Academic Foundation of Timișoara, content. ‘Mihai Eminescu’ National Theatre of Timișoara, Bega Foundation, ‘ProPhilarmonia’ Association, Timișoara ’89 Foundation, Timisiensis Association, four Lions Clubs, three Rotary Clubs
Timișoara 2021 European Capital of Culture / Candidate City 5. OUTREACH
Our timeline showing the civic involvement
2010 2011 2012
• Civic engagement led to the first • Signing the ‘civic engagement • Launching SWOT analysis, debates 55 declaration of the then city’s mayor agreement’ by local NGOs, cultural on the ’REVOLutionary’ concept; on the ECoC; operators, artists, public figures, business and mass media; • Pilot audience development project • Community clubs organised the The memory of my neighbourhood – first debate with creative industries • City and County Councils’ professional visual and performing and young people. unanimous support, in less than 21 artists working together with days from the ‘civic engagement citizens in the 6 historical agreement’; neighbourhoods of Timișoara;
• Founding the civic Timișoara • Learning from other ECoCs: Lille - European Capital of Culture 2004, Sibiu 2007, Pécs 2010. Association, Candidate City with financing based on private sponsorships and the membership fees.
2013 2014 2015
• Strengthening the funding and the • Running a large awareness raising • Continuation of debates and logistics support from the local and information campaign about workshops on accessibility to public authorities and private the ECoC programme and its culture with other vulnerable sector; benefits; groups, especially refugees and migrants, and people suffering • Running a pilot project to promote • Reinforcing the political support poverty; Timișoara’s major festivals in the of all political parties, all public country and abroad; and private universities, all public • Running consultation campaigns cultural institutions and all the and workshops with the artistic, • Learning best practices from other city’s ethnic minority groups cultural and social sectors; ECoCs: Liverpool 2008, Stavanger and associations through signed 2008, Linz 2009, Marseille 2013, declarations; • Shine your light - Light up your Paphos 2017. city! final concept launched and • Continuing in-depth debates on the programmes defined; • Launching the TM2021 'Channel of Cultures' concept, and Volunteering programme and participating to focus groups within • Running participation campaigns in continuing the Ambassadors the Timișoara’s Cultural Strategy the community, being present with programme; development process, for 2014 – info points at various public events, 2024; and applying open-doors policy in • Conducting sociological studies on the TM2021 candidacy office; the citizens’ support and what best • Initiating debates and workshops represents Timișoara. on accessibility and participation to • Mapping international contacts culture of disabled citizens. of the local population and civil society.
timisoara2021.ro 5. OUTREACH
How will the title create in your city new and sustainable opportunities for a wide range of citizens to attend or participate in cultural activities, in particular young people, volunteers, the marginalised and disadvantaged, including minorities? Please also elaborate on the accessibility of these activities to persons with disabilities and the elderly. Specify the relevant parts of the programme planned for these various groups.
hrough our Shine your light – Light up your city! cultural programme, we create the path that turns disconnected 56 Tindividuals into engaged citizens of Europe. This applies especially to the young in search of a vision, the volunteers willing to offer their energy to the community, the elders preserving values and heritage, the vulnerable groups holding important perspectives on our society.
The overall strategy can be summed of flats, in crumbling old buildings, in large number of people with up by the following seven verbs, which villas from the new residential areas disabilities live very isolated lives, also apply to the social transformation unreachable by public transport, or in both because the city fails to provide process we set in motion. night shelters run by social services. an accessible infrastructure and With the project Inspired View, together because of overprotective families. … accelerate slow processes such with teams of young architects, we are Elderly parents of young people as accessibility of public cultural planning a detailed mapping of the city, who migrated abroad live alone and infrastructure; seen not as districts divided by streets, isolated, disconnected from technology, … expose the inner light of everyone but as neighbourhoods naturally mediated communication and social joining in, including the marginalised formed around points of interaction interaction, fearing they might die and disadvantaged; with small-scale infrastructure and and not be noticed for days. As in … reflect the kindness and events; many European cities, families with togetherness beyond people’s abilities, very young children hardly get out of religion, race or culture; Proposing a vast array of artistic their homes as childcare has become … penetrate rigid mentality that forms and languages which will an expensive service instead of a gift excludes, segregates and pushes address audiences of all ages, among extended family. Vulnerable vulnerable people on the brink; education, geographical origin, children and the elderly are sent … network and globalise as language, social background, digital around the cafés in the central areas opportunities for personal growth and literacy; to beg from tourists. Benches in public fulfilment for young and senior alike; spaces disappear at the request of … re-start as empowered individuals Addressing accessibility as one of residents disturbed by homeless people in a transformed community, keep on the most important topics on the sleeping on them. shining and lighting up the city, and ECoC agenda for Timișoara. This is beyond. understood in all forms: physical, The team preparing the ECoC has visual, auditory, use of simple language paid special attention to understand We believe that building trust is a key and signs; these complex issues. We have asked element to ensure that the citizens ourselves “How can we prepare a of Timișoara will attend and, ideally, Preparing our programmes carefully programme which will not be a mere participate in cultural activities, by: and strategically with the support attraction to be watched by many, but of social and artistic animators who which actually engages the widest Offering a wide range of locations, will be able to inspire trust through possible audience and leaves a legacy we build trust by ensuring that the their own passion and talents, and to beyond the year 2021?” We have heard ECoC programme is not just another encourage everyone to join in. many voices during the concept-testing party in the city centre, but an phase and we let them tell us how they opportunity for each and everyone, We specifically take into account understand the opportunities created whether they live in concrete blocks vulnerable groups. An unacceptable by ECoC.
Timișoara 2021 European Capital of Culture / Candidate City 5. OUTREACH
Raluca is a still somehow scary for her. Addictive Chris came to young activist for Lights is one of the programmes that Timișoara from accessibility. Since will give her the opportunity to join the Nigeria and is very attending her local growing European network of online much looking forward nursery, and all the senior users. to 2021. The African way to university continent is little graduation, Raluca, together with her Edith is one of known in Central and Eastern Europe family have fought constantly for her the volunteer and he is ready to become an organiser right to be part of the community as guides trained by for multicultural events. He is also any other person. She sees ECoC as an the Timișoara Art interested in the topic of so-called opportunity for improving accessibility Museum. Her age and ‘Fortress Europe’ as migrants from throughout the city, for changing Parkinson condition other corners of the world are not as 57 the general negative perceptions of did not prevent her from learning new welcome on this continent as they once disabled people, as well as changing skills and enthusiastically present the were. Lights over Borders is the strand perceptions about her own abilities art works in several languages. Elders through which we will invite artists and about the participation of disabled like her will add the special touch to and activists to cover highly-debated people. Therefore we will create programmes such as Heritage in the international themes such as refugees, facilities which will enable her to Spotlights, Flash of Memory, Baroque migration and human rights. attend each and every activity of 2021, Reloaded or Words of Light. and not just basic ramps but also with Valentin is an activist small podiums where she and other Eleonora grew up for Roma minority wheelchair users can enjoy the same in an orphanage rights. He thinks view. She speaks excellent English and is labelled as the discussions and if she wishes, she will train as a having an ‘intellectual should be about the city guide, and will take international disability’. She taught relationship among tourists to those places which she us that accessibility different groups and the mechanisms could not access before. She also has to public space refers, not only to that create conflict, stereotypes, social a wonderful voice and will be more the physical space, but also to use stigma, exclusion, or trans-generational than happy to attend open-microphone of simple language and orientation poverty. Besides Invisible/Visible and events around neighbourhood stages in signs. She is currently working with Chiaroscuro, we will make sure that the Dare to Shine programme. a cartoonist on a visual book of her the Roma culture and language are life story, and in the next years we present in all programmes on diversity Ana is a young will give her and many other young and community relations: Heritage in single mother full people the opportunity to explore other the Spotlights, Mega Bega, Words of of energy. She cares artistic languages, such as film and Light. His very dear dream for TM2021 for the environment forum theatre. Her experience of being is to attend a theatre play or a film, and is concerned frequently checked by security guards in Romani language with subtitles in particularly about who suspect her of stealing because she Romanian and English. oil polluting the water resources. She is Roma is one of those many examples organised a bike pick-up service for of every-day labelling and exclusion There are a jars of used oil, while campaigning that we keep in mind for the Invisible/ considerable number for a more serious involvement of Visible and Chiaroscuro programmes. of individuals who the public administration on this stay anonymous issue. Before 2021 she will have the Andrei is a young online, but who opportunity to choose from many drummer. He taught are very vocal with training programmes for event us what needs extremist messages such as ‘Timișoara organisers, local guides, story tellers to be done for a - capital of rich and shameless ‘gypsies’, and social animators. During the city to be friendly or ‘No to Islamisation of Romania’ ECoC year she will collaborate with and accessible when referring to refugees. We are international artists and activists, to blind people. We will follow concerned as well but for a different joining the wide European movement his recommendations for any reason. These voices bring Timișoara for sustainable cities featured in infrastructure to be set up, for the into the shameful top of European Lightscapes. way we will design our website and cities with extremist voices. Light and online presence and for inviting local Dark Spaces is one of the strands which Rodica joined the and international artists to explore tackle such attitudes. We hope that TM2021 volunteer and create multisensory works. We with the support of international artists team with the hope will make sure he has access to a our city will become a place where of creating a more community cultural space where he people learn to deconstruct labels and attractive city for her can practice with his bands. In 2021 prejudices. emigrated son, so he we hope he will play in our concerts can return home. She takes pleasure in and share the stage with his favourite learning new things but technology is international musicians.
timisoara2021.ro 5. OUTREACH
Explain your overall strategy for audience development, and in particular the link with education and the participation of schools.
he audience development strategy is summed up by the Shine your light call and is built on principles of TCulture 3.0. TM2021 will inspire and engage the public in meaningful artistic works and projects that enlarge the view, awaken potential, transform individual culture and memories, 58 from disconnected individual flashes to a radiating glowing community of engaged citizens.
Following the third line of the 2024 The educational institutions will Although the ‘community activities’ Cultural strategy of the city, ‘Involved be both the main partners and are part of the strategies of many local Timișoara’ and the European practices beneficiaries of this approach.More schools, very few actually manage for audience development, the ECoC specifically, starting in 2017, each to truly attract an audience larger programme will contribute to the educational establishment (all ages and than their own pupils and immediate audience development through the levels) will be supported in terms of families. ECoC will offer them the following approaches: logistics and capacity building in three motivation and the means to dissolve directions: these borders and make schools ‘Bring culture to where people are’ the heart of their neighbourhoods, We envisage cultural activities to take Build capacity for quality open to everyone, part of the larger place in a wide network of locations partnership with cultural operators communities in the city. close to where people live: schools, (local and international) that will churches, social centres, shopping lead to the complex activities of 2021, In the long-term we aim to decline areas, parks and squares. especially those under the strands education drop-outs by redefining Inner Light, with the project Smartness learning through cultural self- ‘One event - many types of audience’ Revealed, under Shared Sight with the expression. The cultural experiences in the ECoC project Invisible/Visible and under programme will be selected based on Lightscapes, with Solar City. their potential to attract a variety of groups and segments of the population. Extend the diversity and approach of extra-curricular activities. Currently ‘Focus on public engagement’ many schools, in both Timișoara and Each programme will have to address across Europe, focus on a limited one or several levels of audience array of topics that are perceived as development: inspire self-expression; important for ‘success’. The ECoC 2021, welcome user-generated cultural with programmes like Dare to Shine content, foster co-creation by engaging and Words of Light will be a laboratory volunteers. to experiment with new approaches to redefine education as attractive for With this approach, we aim to children, and relevant to the present change the cultural demand challenges of our society. Children of and create a new culture of co- all ages will be given the opportunity creation where the artists and to express their extraordinary capacity activists facilitate collective for innovation and creativity, and thus journeys. The long-term benefits go beyond the pressure to achieve, will be the strengthening of our city’s boredom and the negative labelling, neighbourhoods and communities, which have devastating long-term full of self-expressing citizens who effects. communicate and create together a city-wide European laboratory for Extend the quality, the audience peaceful social transformation through and participation in educational culture. facilities.
Timișoara 2021 European Capital of Culture / Candidate City 6A. MANAGEMENT / FINANCE
City budget for culture What has been the annual budget for culture in the city over the last 5 years (excluding expenditure for the present European Capital of Culture application)?
The city budget for culture has almost doubled over the last five years. This budget is one of the most stable budgets in Romania and was raised as a consequence of the city master plan where the cultural strategy has a crucial role. The extra funds are used to extend cultural activities to the surrounding areas for audience 59 development, especially in local culture and tourism, and to strengthen creative and cultural agents. Expenditure for the preparation of the ECoC application (not in the table below) slowly increased up to the current 2% of this budget.
annual budget annual budget for culture in the Year for culture in the city city (in % of the total annual (in euros) budget for the city) 2011 4.048.400 1,4%
2012 4.393.400 1,6%
2013 6.084.100 2,2%
2014 6.969.800 2,5%
2015 7.395.000 2,6%
In case the city is planning to use funds from its annual budget for culture to finance the European Capital of Culture project, please indicate this amount starting from the year of submission of the bid until the European Capital of Culture year.
For the ECoC project the city has created a special budget line that is provided via the central budget. Via a contract with the Association and following the approval in the Timișoara City Council of September 2015, arrangements are made how this amount is transferred to the independent Timișoara - European Capital of Culture Association which prepares the bid and implements the programme in case the title is awarded. Therefore, the ECoC project has no effect on the annual budget for culture. Of course, during the ECoC years, the municipality can choose to allocate some funds from the cultural budget for their own activities which are ECoC related. These activities would be aligned with the indicators of the cultural programme. The city’s contribution to the ECoC amounts to almost half the total cultural income from the public sector over the next 6 years.
Which amount of the overall annual budget does the city intend to spend for culture after the European Capital of Culture year (in euros and in % of the overall annual budget)?
Along the lines of the cultural strategy, it is planned that the city will spend 4,1% (€11.661.346) annually on culture in the years following the ECoC year. This is an established policy and is needed to maintain the events delivered by the ECoC, such as a stronger international profile (including a major event each year), artists with strengthened competences and international contacts, and a cultural and creative scene that is vibrant and internationally connected.
timisoara2021.ro 6A. MANAGEMENT / FINANCE
Operating budget for the title year Income to cover operating expenditure: Please explain the overall operating budget (i.e. funds that are specifically set aside to cover operational expenditure). The budget shall cover the preparation phase, the year of the title, the evaluation and provisions for the legacy activities.
The municipality can bear the largest a contract with the Association in legal respective contracts. 60 part of the costs since Timișoara terms. This means a multi-annual plan, is among the top three stable local with key organisational, governance We work specifically with a model authorities in the country. We are and staffing issues arranged, and where there is high expected income experienced in successfully building financial commitments fixed until from the private sector. This sets the and executing projects of the size and 2022. Clauses are in place so that it is interest to make the ECoC a success in scope of an ECoC, and understand the not possible to change either the scope the regional context, and places the importance of financial stability. For or the purpose of the budget. In a Association on a national platform. this reason, as of 2011 the municipality possible second round the municipality has set up a budget line so that and the county will ratify their money is earmarked each year for the preparation of the candidature. Total income Unfortunately it is not possible to to cover From the From the From the From the treat the budgeting as an investment operating public sector public sector private sector private sector according to Romanian law but our expenditure (in euros) (in%) (in euros) (in%) arrangement concerning the budgeting (in euros) 2017-2022 is as close as possible to 48.500.000 44.000.000 91% 4.500.000 9% treatment as a would-be investment via
Income from the public sector: What is the breakdown of the income to be received from the public sector to cover operating expenditure?
The municipality and the county Income from the public sector in euros % (region) have both secured their to cover operating expenditure funding contributions. Funding from the national government will be National government 12.000.000 27% arranged with contracts for specific City 20.000.000 46% activities, thematic projects and County 5.000.000 11% events. Others are public institutions who are members of the Association EU (with exception of the Melina Mercouri Prize) 3.000.000 7% which already pay annual fees, and Others 4.000.000 9% municipalities from the region and cities in the Danube region. 44.000.000 100%
Have the public finance authorities (City, Region, State) already voted on or made financial commitments to cover operating expenditure? If not, when will they do so?
Negotiation with the government on this funding has started and the amount will be announced in Q2 2016. The Timișoara Municipality and the Timiș County Council (region) have already voted to the financial commitments to cover the above-mentioned operating expenditure through the Local Council Decision No. 395/22.09.2015 and, respectively the County Council Decision of 30.09.2015. The outcome of these decisions will be laid down into legal contracts with the Association, valid until 2022. These contracts are the strongest possible guarantee under Romanian law.
Timișoara 2021 European Capital of Culture / Candidate City 6A. MANAGEMENT / FINANCE
What is your fund raising strategy to seek financial support from Union programmes/funds to cover operating expenditure?
Our team includes experts who have Serbia-Romania (IPA) and Hungary- in the last four years of the Creative experience totalling more than 50 Romania (INTERREG). Europe programme, mainly concerning years working with projects funded film and European platforms and by European institutions. They are the EU funding for regional development networks. Partners in the region foundation of our strategy. which will jointly be applied for by have been trained and stimulated to the Municipality of Timișoara, the join in European applications. This Furthermore, we have already carried Timiș County Council and the other has led to four applications. Also 61 out a first scan of the programme to municipalities in the Banat Region funding opportunities are followed confirm that we include activities is taken into account during the from PROGRESS concerning support eligible for funding, such as stimulation preparation for a possible ECoC in for the social dialogue programme, of traditional and cultural tourism, Timișoara in 2021. The budgets will Horizon 2020 concerning the Open participation and development of include funding for cultural and public Innovation 2.0 programme, the Smart transnational cultural networks, space projects, amounting to between Cities programme and the Erasmus + people-to-people projects in relation €15-20 million. for the Youth Partnerships programme to the Bega Canal, capacity building (especially for capacity building). and exchanges of citizens, artists and Concerning EU funding directly from students, and cooperation between Brussels, monitoring has been done
According to what timetable should the income to cover operating expenditure be received by the city and/or the body responsible for preparing and implementing the ECoC project if the city receives the title of European Capital of Culture?
Source of income for ECoC year 2016 2017 2018 2019 2020 2022 operating expenditure 2021
EU 0 450.000 450.000 450.000 570.000 900.000 180.000
National government 0 0 480.000 2.520.000 3.600.000 4.800.000 600.000
City 0 1.600.000 1.800.000 3.600.000 5.400.000 6.000.000 1.600.000
County 0 400.000 750.000 1.050.000 1.250.000 1.250.000 300.000
Sponsors 0 0 225.000 585.000 1.575.000 2.025.000 90.000
Other 0 200.000 480.000 680.000 1.040.000 1.440.000 160.000
0 2.650.000 4.185.000 8.885.000 13.435.000 16.415.000 2.930.000
The rationale behind this table is done on the basis of studying information on funding of ECoCs of the last five years. In this study we have found that many ECoCs depend heavily on pre-finance provided by the municipality and to a lesser extent by the county. EU funding in the first years of the preparation is to be arranged via EU applications directly from Brussels. We factor in funding from the National Government only in a later stage due to its project-based funding.
timisoara2021.ro 6A. MANAGEMENT / FINANCE
Income from the private sector: What is the fund raising strategy to seek support from private sponsors? What is the plan for involving sponsors in the event?
The sponsorship strategy has a Eastern Europe. For example, at our Association members have contacts at multilevel structure: we will work airport, important companies have national level which have also been with media partners, key partner already arranged visibility for the approached. We have already received, sponsorship, sponsorship of specific candidature throughout the bid book or have been offered, financial support events (from individuals to national preparation phase. This strategy from international companies with a 62 companies, the lottery and with emphasises the opportunities in local office, and from local companies, international companies - with offices Timișoara and the Banat region, in such as Continental, Bega Group, located in the region), royalties from terms of highly-educated people Timișoreana, Staropramen, Hella, productions generated by programmed combined with conditions for a high- Elba, Kathrein Romania, Green Forest events, copyrights on products of quality lifestyle. furniture and Refurbished Computers. the ECoC, and other traded income generated by events and in-kind We will put out a call for cooperation First initiation contracts are expected support. This will also include projects with companies to involve their clients, to be signed in a possible second stimulating creativity in companies customers and suppliers, to develop round. For the moment a collaboration (in product design and development, together events and exhibitions that is already taking place on the reorganisations and internal problem strengthen the experience of Timișoara development of ‘Addictive Light’ on the solving, marketing and sales). as a tourist and business destination. use of digital devices with Samsung Romania, of ‘Brilliant’ on development The key element in the sponsor For the ECoC a group of entrepreneurs of solar energy for street lightning participation is the on-going extensive has been approached and they have with ELBA lightning company and of marketing campaign which positions already registered as members of the ‘Circulating Skyscapes’ on awareness of Timișoara as the tourist and technology Association. The president of the board pollution with Continental tyre factory. place to be in Central and South- is an entrepreneur. The board and the
The private funding follows the following structure:
Funding Type of cooperation Potential sponsors €350.000 Main partner 5-7 International and national operating companies with large presence throughout the region and Europe-wide. €80.000 Partner 20 small and midsized businesses.
in kind Depending on volume Contribution via European and national co-branding and shared campaigns, hosting in terms of nights and beverages, materials, IT solutions, expertise and time. This is especially important from the qualitative perspective. €50-20.000 Supporter Crowd funding by organisations or people interested in specific events, especially important for the Timișoreni’s living abroad with families from the region.
Operating expenditure: Please provide a breakdown of the operating expenditure.
The bulk of expenditure is allocated focused on awareness, (international) idea that has to take place, there is to the programme budget. 15% engagement and communication. The space in the budget to manoeuvre. is allocated to promotion and ‘other’ represents 6% reserve to be marketing. The breakdown of allocated for contingencies, and to The allocation of €33,95 million for expenditure for communication have flexibility, so that when at the the programme budget allows for a is at the high end since it contains last moment a young completely significant spend on the key cultural cultural projects that are mainly unexpected person walks in with an activities.
Promotion Promotion Wages, Wages, Programme Programme Total of the and and overheads and overheads and Other Other expenditure expenditure operating marketing marketing administration administration (in euros) (in %) (in euros) (in %) expenditure (in euros) (in %) (in euros) (in %) 33.950.000 70% 7.275.000 15% 4.365.000 9% 2.910.000 6% 48.500.000
Timișoara 2021 European Capital of Culture / Candidate City 6A. MANAGEMENT / FINANCE
Budget for capital expenditure What is the breakdown of the income to be received from the public sector to cover capital expenditure in connection with the title year?
Those parts of the cultural Income from the public sector to cover capital in euros % infrastructure and the urban expenditure revitalisation that are relevant to National Government 87.000.000 20,8% the ECoC’s cultural programme, 63 and in need of modernisation, are City 82.350.000 19,7% in the planning stage and most County 2.000.000 0,5% of the funding is guaranteed. The mentioned expenditure consists EU 210.000.000 50,2% of the public-funded parts of the Other 37.000.000 8,8% cultural infrastructure (from Q3 Total 418.350.000 100% and 4 of 2016 and later) and urban revitalisation only. Projects that are only in the ideas phase, for example The connections with major European corridors via air, rail, water, highway, the privately funded beer experience national roads and ring roads are undergoing modernisation and construction. centre connected to the Timișoareana These major projects will be completed from the end of this year onwards and brewery, which will be important for will all be finished in 2020. This makes Timișoara and its surroundings the best tourism, are not yet taken into account. connected part of Romania by road and places them in the country’s top 3 best- connected regions by air.
Have the public finance authorities (city, region, State) already voted on or made financial commitments to cover capital expenditure? If not, when will they do so?
In the table at page 52 on city’s investments plan, the capital expenditures and the status of the funding are notified per infrastructure intervention. According to this, 90% of funds on cultural, urban and accessibility infrastructures (which are by far the largest part) are approved and fixed.
What is your fund raising strategy to seek financial support from Union programmes/funds to cover capital expenditure?
The main capital projects are in the National Transport Plan, in line with TEN-T, which have EU funding via the national authorities.
Our fundraising strategy is to use the ECoC programme that is complementary with ERDF and cross-border Romania-Serbia and Romania-Hungary funding 2014- 2020 EU.
Concerning EU regional development funding, since 2010 the regional and local authorities have been aware of the planning, and have demonstrated how the ECoC programme is complementary to the ERDF regional priorities, and have identified the ECoC’s ability to support strategic investment in the regional development.
timisoara2021.ro 6B. MANAGEMENT / ORGANISATIONAL STRUCTURE
What kind of governance and delivery structure is envisaged for the implementation of the European Capital of Culture year?
he governance envisaged for the implementation of the ECoC year builds on the ‘community-led’ spirit of TTimișoara’s candidacy, not explained since the ’89 Revolution.
64 The delivery structure is rooted in the members’ civic energy and power, the ECoC Association being completely independent from local public authorities and political or private interests.
The delivery structure stands on The founders’ composition is: The membership has increased each four pillars: General Assembly – year, at the moment comprising 112 the highest decision making body, members. Steering Committee – the governing body, Honorary President – the 3% Special attention will be given to ambassador and key mediator, the 2 local authorities: extending the membership in Serbia Audit, Monitoring and Evaluation and Hungary and among ‘Timișoreni’ Committee – the guardian of values the Municipality of diasporas, serving the Candidacy’s and good governance. Timișoara and the aim to reach audiences and develop communities within the historic Banat Our guiding principles on governance Timiș County Council; region and beyond. are: openness and participation, representation and legitimacy, Participation means that each member and artistic and cultural free 25% can and will be stimulated to be expression. Through them, we aim public and private involved in the Association’s life. to build trust, engagement and a Informal leaders will initiate informal free exchange of ideas, within the cultural operators; meetings among members, not Association’s members and within only on specific concerns, problems, other communities, from near initiatives in arts and cultural sectors, neighbours through to local, regional, 2% but also on topics regarding the national, European and even global Universities; social and economic agenda. All such communities. proposals are analysed and debated by the Steering Committee and, (1) Through the principle of openness 14% afterwards, proposed for approval to and participation we aim to develop the General Assembly. Another layer of and consolidate the grassroots NGOs; members and community involvement establishment of the Association, and participation are the Art Markets, formally set up in September 2011. organised by the Association, twice We maintain the spirit of openness to 11% a year, in spring and autumn. the community, in its broadest sense. companies; Their scope is to spark ideas, bind Every person interested, whether partnerships and share experiences. representing an organisation or as an individual, public or private, 45% Within six weeks after the Art Market, irrespective of citizenship or the General Assembly meets for its nationality, public authorities and personalities, opinion ordinary sessions, approving strategic politicians, all are welcomed as new leaders, journalists objectives and directions, activity plans members. and budgets, public affairs and public and citizens. relations frames, monitoring and evaluation reports, membership flows and election results and also debating
Timișoara 2021 European Capital of Culture / Candidate City 6B. MANAGEMENT / ORGANISATIONAL STRUCTURE and deciding on the results of the The Steering Committee cannot contain Assembly, at the moment he has only informal members meetings and the more than two non-members, nor can a mandate of representation. This role Art Markets. it contain more than two politicians. will be supplemented by the mediation There will be no more than three role, having the right to chair each of The General Assembly represents the public sector representatives. The the governing bodies of the Association civic energy put on the ECoC promise Steering Committee members are and to break or create a tie. and will be the main driver in the elected by the General Assembly, but journey to it. We have already begun with their legitimacy strengthened For monitoring, controlling and to raise attention and to debate issues through criteria of eligibility, as evaluating the Association’s activity such as new meanings of the ECoC’s detailed in the internal regulations and the ECoC programme, the General outreach, in terms of cultural co- of the Association. They elect among Assembly elects an Audit, Monitoring creation and co-production. Special them the President of the Steering and Evaluation Committee. 65 attention in our workshop discussions Committee. The possition is currently was given to the understanding of held by Mr. Emil Cristescu, a business the European and local identities. person with international outlook and Last, but not least in our concerns and experience, involved in many social debates was and is the ECoC’s legacy and cultural initiatives in the city of issue, emphasised in almost all our Timișoara. meetings with other host cities. The Steering Committee implements (2) By the principal of representation the General Assembly’s decisions. and legitimacy we aim to set in place Now it has eleven seats, for a three an even more stable and powerful year mandate. In the first General governing body, rooted in our diverse Assembly after the final selection of organisational membership and their the ECoC competition, we will reduce authentic involvement within the the number of positions to seven, in community. alignment with the above. The scope is to gain efficiency and effectiveness Therefore, the elections for the in the decision making process and, Steering Committee positions will also to expand the trust, expertise, be made in accordance with a well- connections and decision power within defined composition, in order to the ECoC project. reflect the Association’s member structure, as well as the stakeholders (3) By the principal of artistic and around an ECoC. The new defined cultural free expression and composition includes representatives mutual enlightenment we look for for the following seven seats: the content’s independence, quality, diversity and balance between • two for the two local public areas such as professional, amateur authorities – the Municipality and and community projects, high the County Council; versus popular, traditional versus contemporary, established institutions • one for the representative of the and independent groups, internationals local academic field; and locals, usual and new activities.
• one for the representative of the The Honorary President is the key local business with international mediator between various interests perspective; and potentially opposed views, creating and facilitating institutional relations, • one for the representative of the raising awareness on sensitive issues. local civil society; The position is currently held by Mr. Ioan Holender, born in Timișoara, • one cultural expert that has deep former General Director of the understanding of international Vienna State Opera for 19 years, and artistic excellence; Artistic Director of the George Enescu Festival, an outstanding personality, • one for an ECoC international internationally recognised for his life expert with day-to-day management work in culture, with an impressive expertise, and experience in at least network of artists, imposing the 3 cities that hosted the title. utmost respect in all areas of life and community. Elected by the General
timisoara2021.ro 6B. MANAGEMENT / ORGANISATIONAL STRUCTURE
How will this structure be organised at management level? Please make clear who will be the person(s) having the final responsibility for global leadership of the project?
he management structure has a well-thought-through framework set in place, with clear responsibilities Ton everything that supports the creativity outcomes, but also flexible channels for stimulating creativity and 66 involvement. As the gravity centre of the ECoC project, the General Director has the final responsibility for global leadership.
The management structure has to Committee. The Artistic Chiefs are directly with the Cultural Coordinator respond to challenging expectations, experienced curators, experts and/or and Operations Coordinator. The from different perspectives: cultural advisors with international Network Division teams consist of a a. a diverse, non-hierarchical track records. They need to combine marketing and communication team, membership, such as the competences relative to: the including online specialists and TV and governance structure itself, with international expertise and experience, social media experts, outreach and their specific expectations and with solid expertise and experiences on participation team, artistic and public whom it needs to work for building local particularities, fresh and new relations team, including protocol, the trust and cooperation attitude; ways of experimenting arts and hospitality and exchange programmes, culture, and rigorous, structural way of and the tourism and sponsoring team. b. the immediate outputs expected thinking and working. from the ECoC year by the main Operations Coordinator is responsible stakeholders, including cultural Cultural Coordinator is responsible for legal compliance in all forms, excellence, enlarged outreach for delivering the concept and the organisational cohesion and resources’ and participation, national and artistic vision, as developed by the efficiency allocation. He/she works international attention and Artistic Chiefs. He/she works closely closely with the General Director, on visibility, high economic impacts, with the General Director, on an an operational level, and with the efficiency and cost-effective operational level, and with the Artistic Chief Treasurer and Audit Committee expenditures; Chiefs, on the cultural programme’s on strategic integration and overview. objectives, indicators, contents, He/she collaborates directly with the c. the long-term outcomes and legacy partnerships, capacity building Cultural Coordinator and Networks of the ECoC year, namely the needs and targeted outreach and Coordinator. The Operations Division longevity and the sustainability of participation. He/she collaborates teams consist of an accounting and the projects pursued during the directly with the Networks Coordinator finance team, including acquisitions ECoC journey. and Operations Coordinator. The and controlling team, legal and fund- Cultural Division teams consists raising team, and human resources and Therefore, the management structure of strands clusters, which include big data team. will have strong reference points concept developers, artistic producers, shared with the governance structure project managers, independent artists The management organisation chart and the communities beyond it, and creative entrepreneurs working is solid and robust in structure, but in order to favour, motivate and with their relative stakeholders and dynamic and flexible. In order to be encourage emerging views, feelings communities. able to quickly adapt and respond to and thoughts, which will then lead to dynamic changes it is analysed and re- cohesion and its own organisational Networks Coordinator is responsible evaluated every six months. culture. for reaching people, as audiences, participants, tourists, visitors, Behind our management structures The General Director is appointed volunteers, sponsors, within the scope are status quo challengers, self-critical by the Steering Committee, on a clear of building networks and communities. thinkers and changing believers. set of criteria. He/she is responsible He/she works closely with the General We will grow these values in all our for the overall coordination of the Director, on an operational level, people. Our philosophy is to grow the ECoC year. The Chief Treasurer is and with the President, Steering technical expertise and good practice appointed by the General Director. Committee and the Association’s experiences, therefore each high His/her responsibilities are budgeting, members for local, national and professional or coordinator has his/ executing and overseeing operations, international potential connections her ‘twin junior’ and his/her volunteer from a financial opportunity and and collaboration, including public crew. cost-effectiveness points of view, being authorities and other institutions under the supervision of the Audit and bodies. He/she collaborates
Timișoara 2021 European Capital of Culture / Candidate City 6B. MANAGEMENT / ORGANISATIONAL STRUCTURE
General Assembly 112 members
67 Audit, Monitoring and Evaluation Honorary President Committee (3) GOVERNANCE
Steering Committee (7)
GENERAL DIRECTOR
Chief Treasurer Artistic Chiefs (3)
Operations Cultural Networks Coordinator Coordinator Coordinator
Cultural Programme MANAGEMENT baseline team (60) Art team (3) Markers team team team team team Outreach and participationOutreach team (10) Accounting and financial team (8) team (6) Public fund-raising HR and big data team (5) Inner Light team Sight Shared Light and Dark Spaces Borders Light over Lightscapes and PR team (4) projects Strategic and communication team (12) Marketing and sponsoring team (4) Tourism Opening and Closing
timisoara2021.ro 6B. MANAGEMENT / ORGANISATIONAL STRUCTURE
How will you ensure that this structure has the staff with the appropriate skills and experience to plan, manage and deliver the cultural programme for the year of the title?
e believe that the human resource is the most valuable one. Therefore, we acknowledge the 68 Wimportance of having the right people, at the right place, at the right moment, especially as the gap between a larger talent demand and a rigid labour offer is very wide. Bearing that in mind and the fact that through our ECoC project we will create a talent demand, our human resources strategy will strive on attracting, maintaining and growing talents.
For the top and middle management keep the three steps procedure, with a level we will target talents with selection committee established within international proven track records each specific department. in similar positions. For baseline management positions we will search We will develop, for each job well- for talents with proven track records at defined roles and responsibilities, local level. with its relative indicators for overseeing, monitoring and evaluation. In order to generate qualitative pools for selection of such talents, we will By growing talents we intend to apply complementary recruitment encourage career development in methods, such as open international almost all areas, from volunteers and national calls for applications, as to the artistic chiefs. We will put well as specific head-hunting tools. emphasis on real life situations and challenges and on culturally-mixed The selection process will have three teams. The real life situation builds different phases. For the first selection real skills, in conceptual and critical phase, out of a minimum pool of at thinking, planning steps, dealing least 100 candidates, an outsourced with uncertainty, solving problems specialist HR agency will filter the and mistakes, and dealing with team best 40 candidates for the job. This conflicts. It is about learning by doing, phase is based on the evaluation of the including making mistakes and solving candidates’ portfolios corresponding them. The culturally-mixed team to prior established profiles for the changes perspectives and paradigms of job. In the second selection phase, two each member’s team through culture, international experts in the field will opening windows for new, innovative, interview and assess candidates and creative ideas and solutions. Special select the best three for the job. The projects for attracting volunteers final selection is made by the Selection are prepared, based on mobility and Committee, which includes: the General experience exchange. Director, one Steering Committee member, one representative of the After the ECoC year, the core team will General Assembly, one external expert remain for at least another 6 month to and the HR agency representative. The assume and implement the project’s General Director has the final decision. legacy strategy and facilitate the know- This selection procedure is applied to how transfer and sharing. all key decision positions as presented in the table below, except the General Director and the Artistic Chiefs, which follows a particular selection process. For all the other positions we will
Timișoara 2021 European Capital of Culture / Candidate City 6B. MANAGEMENT / ORGANISATIONAL STRUCTURE
The structure of the Association is envisaged with the following levels of management, responsibility and accountability:
Position Selection procedure Skills Experience General Director Selected by the Steering Committee through an Excellent interdisciplinary skills A proven international track The leader of international open call for applications in leadership, communication, record in leading large impact the Association public relations, diplomacy, international projects and/or management and networking, organisations team player, and coach Artistic Chiefs Selected on the three steps procedure, through Excellent artistic and/or A proven international track The Artistic international open-call for applications technical knowledge and record in the respective field, leaders of the skills in artistic and cultural (arts managers, curators, 69 Association fields, in new creative founders of festivals and emerging fields and in specific large scale events) sciences, conceptual thinkers, international networkers, inspirational leaders Coordinators Selected on the three steps procedure, through Excellent interdisciplinary skills Relevant experience in The middle international open-call for applications in leadership, communication, developing large scale management management and networking, programmes, at least at the level team player, and coach national level Directors Selected on the three steps procedure, through Excellent leadership, Relevant experience in the The baseline national open-calls for applications communication, team player, respective field management • Theme Directors coaching and management level • Opening and Closing Director skills • Art Markets Director • Team Directors in the Operational Division (3) • Team Directors in the Networks Division (4) Project Selected on the three steps procedure, simplified Project management skills, in Relevant experience in Managers and reduced to the department level resource allocation, budgeting, working with and leading • Flagship Managers (5) planning, information different teams • Event Managers (around 30) correlation, quality outputs, • Specialised managers within the other leadership and communication divisions skills
How will you make sure that there is an appropriate cooperation between the local authorities and this structure including the artistic team?
he cooperation with the local authorities will be framed within a Memorandum of Understanding on clear roles, Tobjectives, tasks, indicators, reporting procedures, plans, budgets and responsible persons, on a multiannual basis.
A similar framework will be enforced in the relation with the national authorities, respectively with the Government, through the Ministry of Culture.
The ECoC Association ensures a 2. at management level, through 3. at operational level, on a daily basis, correct and suitable cooperation with regular reporting and evaluation through a specifically appointed the local authorities, through three meetings of the General Director public servant, charged exclusively complementary channels: with the Mayor, Timiș County for the relation with ECoC project. Council President, the counsellors 1. strategically, by reserved seats for and County and Local Councils; each of the two local authorities in the Steering Committee;
timisoara2021.ro 6B. MANAGEMENT / ORGANISATIONAL STRUCTURE
The Municipality of Timișoara and the the Timiș County Council President, as the local authorities is to facilitate a Timiș County Council, as two of the well as to the Timișoara City Council smooth cooperation during all phases founders of the Association, with and Timiș County Council. This kind of the ECoC project. These two public relative rights and obligations, are also of customary meeting for keeping the servants will start their tasks at the Steering Committee members. After local authorities connected with the beginning of the preparation period, in the final selection round, a well-defined ECoC project’s steps, accomplishments 2017. composition of the Steering Committee, and future actions have been in place as detailed in the governance details since 2011. The Memorandum of Understanding on the ECoC structure, will be proposed with local and national authorities to the General Assembly for approval. At an operational level, both the clarifies common objectives and Based on this, local authorities will Municipality of Timișoara and the expectations and, also, protects the 70 have their reserved seats, 2 out of Timiș County Council will appoint a project from political debates. 7, and therefore will be part of all public servant within their Cultural strategic decisions regarding the ECoC Departments specifically for the We will sign a separate Memorandum project, as they have been since the relation with the ECoC Association. of Understanding with the Ministry of establishment of the Association. There is already in place such a public Culture, on clear roles, responsibilities, servant, but until now it was not seen budgets and targets, including details At the management level, the General as exclusively dedicated as they had on concrete funding and relative Director reports on a regular basis, other assignments at their respective projects, with their expected results. through dedicated meetings, to the institutions. The scope of such a direct Steering Committee, to the Mayor and and continuous connection with
According to which criteria and under which arrangements have the general director and the artistic director been chosen – or will be chosen? What are – or will be – their respective profiles? When will they take up the appointment? What will be their respective fields of action?
e build teams and communities on values such as integrity, professional attitude, highest standards Wand sustainable efficiency. Therefore, in our strategy to attract and maintain talents we target and search for the quality in people, from this perspective.
People who strive for quality empower The arrangements under which the growing attitude. Therefore, our through their passion, leaving their three Artistic Chiefs (and, if the case criteria for selecting staff reflect the values as a timeless legacy. You may be, the General Director) are to worth we put on professionalism and recognise them through their work be chosen include an international high-quality work. Work experience in transformed into benchmarks, through outsource agency, experienced in relevant fields is also essential, as are their relations transformed into working with ECoC projects, or similar the legacies and relations left behind networks and communities, through tasks, with the final selection to be at past working places, in terms of their legacies transformed into social conducted by the Steering Committee recommendations and good reputation. and paradigm changes. and an international expert. For the General Director and the Our top level talents are to be these The Artistic Chiefs will take up their three Artistic Chiefs we look for people, confirmed by their works, appointments gradually, upon the proven international track records relations and legacies. These are specific necessities of the ECoC phases. in relevant, but also various other our criteria in choosing the General They will be responsible for the significant fields. Director and the three Artistic Chiefs. development of the project concept and its translation into practice. Simona Neumann was selected by The General Director has already been the Steering Committee as Executive chosen, since 2013, under the values We believe that a good-work Director (later to be General Director) and criteria described above. She is experience equates with well-trained in January 2013, following a head- responsible for the global leadership of skills and practiced knowledge and, hunting procedure. the ECoC project. ultimately, with a pro-active and
Timișoara 2021 European Capital of Culture / Candidate City 6B. MANAGEMENT / ORGANISATIONAL STRUCTURE
She was selected for her excellent knowledge and skills in artistic and The Artistic Chief with art managing interdisciplinary skills in leadership, cultural domains, in new creative profile will start two years before the communication, public relations and emerging domains and in specific ECoC year, on a part-time basis, and diplomacy, as well as for qualities sciences, with proven international then with full engagement within the of being a good team player, coach, track records in their responsible field, last year before the ECoC starts. He/ manager and networker. being proved as high performers, she will bring rigorous planning and managers, curators, experts, founders monitoring methods to support the The appropriate experience for the of festivals and/or large scale events. cultural programme implementation. job was considered to be a proven They also have to be great conceptual international track record in leading thinkers, inspirational leaders and His/her main field of action will be the large-impact international projects, international networkers. technical phase, overseeing all details within various cultural contexts. needed to get the events and actions 71 The optimum combination of the planned, developed and produced. Simona Neumann has sixteen years three would be: a strong, young local work experience in international profile, an outstanding international The selection process of the Artistic affairs and relations, in executing, profile and an art manager profile, Chiefs will assume the three phases coordinating and managing different all experienced and known of evaluation. The HR agency which Romanian and international internationally. coordinates the selection process will organisations. In 2009 – 2012, she be required to have international worked at the European Commission, First to take up his/her appointment experience. The final selection is made Directorate General for Enlargement would be the Artistic Chief with by an international expert who has and Neighbourhood, in Brussels, strong local profile, who will start been involved in ECoCs, together with managing a complex programme part-time at the beginning of the the Steering Committee. of reconciliation, building trust and preparations period, until 2 years developing civil society, cultural and before the ECoC year, when he/she will Throughout our arrangements in academic exchanges and information be fully engaged. We look for a young choosing staff members we emphasise about EU public policies, within the profile in arts and culture to connect our commitment to attract and highly sensitive Cyprus’ political the ECoC project with new, innovative link talents, best professionals and context. In 2004 – 2009, she worked and experimenting ideas in all fields. committed people, in order to build for the United Nations Development The strong local profile means a creative and efficient teams. Programme, in Bucharest, very good understanding of local managing a project of Romanian particularities in arts and culture, of public administration reform. Her specificities of the city, of the cultural international work experience includes operators sector and the cultural an assignment in the well-known independent sector. public diplomacy programme of the USA Department State, namely the His/her main field of action will be Fulbright Program, at Council for in the development phase, putting International Exchange of Scholars, the concept into practice, with more in Washington DC, USA (2001). She concrete detail on each project of the holds a PhD in Public Diplomacy, baseline cultural programme, including at Babeș-Bolyai University in Cluj- building administrative and funding Napoca (2011), a Master degree in frameworks. European Studies at West University of Timișoara (2000). She attended an The Artistic Chief with the strong Executive Education Programme in the international profile will start at the Strategic Management of Non-Profit beginning of the preparations period, Organisations at Harvard Kennedy but for 2 or 3 days per month, until the School of Government, specialisations year before the ECoC starts, when he/ in International Relations at Romanian she will be fully engaged. He/she will Diplomatic Institute of the Romanian make use of his/her wide international Foreign Affairs Ministry (2008- exposure, openness to extended 2009) and in European Security and networks, and potential key sponsors. Diplomacy at the Centre for Security Also he/she will support and develop Studies and Diplomacy, University of the capacity building projects and Birmingham (2005). Other fields of exchange programmes. specialisation include: international public law, human rights, EU laws. His/her main field of action will be in the production phase, getting all The three Artistic Chiefs need to have strategic partnerships signed in order excellent artistic and/or technical to start producing the contents.
timisoara2021.ro 6C. MANAGEMENT / CONTINGENCY PLANNING
Have you carried out/planned a risk assessment exercise?
e had specific working sessions with local, regional, national and transnational policymakers Wand representatives of the city and region in EU organisations in Brussels, to mitigate risks and to prioritise the regional development of activities and investments which align with the potential of an ECoC project. 72
In order to acquire a realistic overview • Risks related to cash-flow, mainly mitigate this we will have a back-up of the ECoC process and to assess from the Municipality as the main plan for all in-progress investments judicious risks related to it, we applied financier. Cash-flow risks are that might affect the ECoC project a holistic approach, starting with a mitigated by allocating funds as and we will advocate this to our participatory SWOT analysis, as if it were an investment and by community members in order to an integrated part of the strategic putting in place a contract between ensure legacy and future investment planning process. the Municipality and the ECoC commitments related to it. Association. To sharpen the concept, the • Staffing risks due to a lack of the stakeholders were assisted technically We have also taken into consideration appropriate specialised competences by 7 renowned European cultural the following general risk categories, and skills, at both decision-making and ECoC experts, including specific to ECoCs. and executive level, can be very exchanges and workshops with 9 serious for the organisational other ECoCs, over a four year period. • The political risks, the possible lack cohesion and for the team's stability. of support, are mitigated by already By being aware of it, we will develop We identified threeparticular risk signed commitments by all political open international calls for all our categories: parties. Political interference in the key positions, supplemented by decision making process is mitigated capacity development and training • Risks related to the civic nature of by the independent nature of the programmes. our project might surface because of Association (97% of the founding the limited knowledge of the EU, and members are non-political entities). • Legacy and outreach risks are because principles like transparency, Therefore, the project does not mitigated by a series of pilot projects accountability and citizen’s rights depend on any political entity in throughout the preparation period, are very little understood and barely particular, but enjoys cross party in order to feel and test people’s practiced (Romania scores 90, on a support. energy and find appropriate ways of scale of 100, on the power distance reaching them. Strong focus will be dimension of Hofstede’s model). Civic • Public procurement and legal risks put on exchange of artists, activists, risks are mitigated through the very are mitigated by working closely artefacts and citizens programmes. core of our concept. with public servants on all levels, a practice that has been in place since • As for EU funding and bureaucratic • Risks related to the decision- the establishment of the Association. risks, we already have staff who, making and overseeing process In order to avoid contingencies collectively, have more than 50 years throughout our project. when producing public events, we of experience with EU funds. Organisational risks are minimised will involve public servants working by clear terms of reference of in the communication, culture and The risk assessment exercise will be everyone involved. The General tourism departments, and other reviewed and strengthened yearly. Assembly, composed of Association authorised entities. Partnership members, oversees, through the risks are controlled through legal Audit, Monitoring and Evaluation agreements and also through Committee, the decisions of the developing back-up lists of partners. Steering Committee, which, in turn, monitors the General Director’s • Changes in the city’s priorities and decisions. Moreover, the presence investment plans over the next five of the local authorities in the years might be possible, especially governance structures of the given that the local administration Association is limited. might change twice. In order to
Timișoara 2021 European Capital of Culture / Candidate City 6C. MANAGEMENT / CONTINGENCY PLANNING
What are the main strengths and weaknesses of your project?
e are facing empowering strengths which give us a solid foundation for our artistic programme, as Wwell as challenging weaknesses which raise the opportunity to address the real sensitive issues of our city throughout TM2021. 73
1. The community-led spirit of the project: the Association has 1. Disengagement of a few public 63 founding bodies and members, together with the two local cultural operators at institutional authorities of the city and the county; 25% of our members are and top management level, due public and private cultural operators, and 45% academics, media to their concern that the public representatives and opinion and business leaders; funding for their institutions would decrease in the event of this award; 2. The community’s confidence in and commitment to the this is on top of their expectant project: by the end of 2013, before launching the awareness and attitude towards the ECoC and their information campaign,78.2% of Timișoara’s population was aware wish to preserve the status quo, of the city’s candidacy and 93.8% perceived cultural activities convenient to them; as being important for the welfare of the city, according to sociological research done by the West University of Timișoara; 2. Opposition of a few private 3. The ownership, distinctiveness and coherence of the concept cultural operators, who feel that within the city’s spirit and the citizens’ aspirations: more than the project is competing with them 5.000 citizens and 153 institutions have been directly involved in on the same share of market and raising awareness, mobilisation and participation campaigns, as public resources; for this reason we well as in the elaboration of the concept and cultural programme. intensified our cooperation with the Our candidacy concept was developed progressively between 2011 creative industries; and 2015 and went through three phases: from 'REVOLutionary', through 'Channel' of Cultures, finally reachingShine your light - 3. Disparaging comments and Light up your city!; trivialisation from some of the local mass-media locked 4. The participatory dimension of the 2021 cultural programme: in political interests during it had benefitted from over 1.100 direct contributors: artists, election time, making it open to academics, NGOs, neighbourhood representatives, organisations different inputs and messages, dealing with disabled persons, the social sector, minorities, from politicians and the project’s migrants, seniors, students, pupils, volunteers, sports and business opponents, influencing the people; vulnerable general public;
5. The full support of the local and county administrations, which 4. The European dimension of the ultimately led to cross-party political support taken as a whole; project and the diverse range of partnerships envisaged, still leave 6. The sustainable and long-lasting legacy which is based on room for dialogue and reflection, as the transformative power of individuals’ culture within their Europe and its values are not well respective communities, and which, as a result, will become known by large numbers of people cultural neighbourhoods; the candidacy is already leaving a at the grass-root level. lasting legacy on the cultural fabric of Timișoara and its partners.
timisoara2021.ro 6C. MANAGEMENT / CONTINGENCY PLANNING
How are you planning to overcome weaknesses, including with the use of risk mitigation and planning tools, contingency planning etc.
he association has strong independence and transparency systems in place from the beginning. TContinuous monitoring and evaluation allows us to adapt the activities and the planning to the changing situations in the field. 74
Following the SWOT analysis we leave behind the status quo. We use We use the Project Management conducted with stakeholders in the the same strategy with mass-media, but Cycle, which enables us to manage community, we reached the conclusion in a more personalised communication multiple projects and offers flexibility that we are not facing easy challenges, manner. and learning opportunities. Equally but neither are they insurmountable. important is the standardised The project’s independence and approach with standardised tools, One of the challenges is disengagement neutrality is well balanced since the combining flexibility with rigour, on behalf of a few cultural institutions. concept and artistic vision might seem used for improvement of the The public cultural operators are the too different from the current cultural management process and quality of the most difficult to motivate to become life of the city and the Municipality’s implementation. more involved, because for them it is cultural policy. Hence, there is a risk of about a change in the way they think. interference from the local authorities Moreover, the envisaged organisational To overcome this, we have built our and some of the public cultural structure will contribute to overcoming project on sharing and collaboration operators. Nevertheless, by foreseeing challenges by strong staffing at both principles, thus motivating these these risks, we already mitigate them governance and management level and stakeholders to bring to light their through: by strong and sustainable partnerships. true assets and potential. We continue Considering our local context, we will to build trust by having face-to-face 1. co-creating the cultural focus on good reputation, international discussions, explaining the ECoC programme with the emphasis recognition and career perspectives programme and what their role can on individuals’ own personal that come with working in an ECoC be, and by encouraging grass-root contributions, project. level support. We have experienced that by repeatedly explaining the 2. structuring the cultural ECoC selection criteria and then the programme on multiple title’s benefits for the city, and by complementary layers and giving concrete examples of successful ECoCs, we have increasingly gained 3. establishing the evaluation the support of key people in the criteria for the cultural project community. Moreover, emphasis on overall. the long-term impact will convince the project stakeholders about the title’s In terms of material cultural opportunity for the city, rather than infrastructure, although we lack large its potential competitive nature with indoor facilities, we plan to compensate their respective organisations. Our this by maximum usage of outdoor strategy is to wait for our citizens till public spaces such as parks, square, ‘the project wave’ will be big enough streets, or unconventional spaces such to encourage them to ride it, and to as derelict industrial estates.
Timișoara 2021 European Capital of Culture / Candidate City 6D. MANAGEMENT / MARKETING AND COMMUNICATION
Could your artistic programme be summed up by a slogan? SHINE YOUR LIGHT – LIGHT UP YOUR CITY! 75 Light played a key role in the history of Each individual’s light reflects his or a matching messenger of our slogan. Timișoara. In 1884 it became the first her social background, knowledge, We have developed it drawing on city in continental Europe with street experiences, memory, relation to the the most primary representation of lighting. So there is no surprise that city, and attitude which he or she will light which is a yellow sun as energy- light will also play a key role in our share with the community. transformer, light-provider and TM2021 programme. life-giver. The difference is that our The second part of our slogan Light sun has 21 unequal rays that form Shine your light – Light up your city! up your city! expresses the capacity various angles. Like the rays of the sun, is the slogan that reflects the journey to shine, to turn the darkness into every individual’s capacity to shine is from an individual to a European light and to make a difference, a different, yet important to the overall citizen who is guided by cultural civic process fuelled by culture. This power of radiation. As the rays radiate interventions. It consists of two calls to takes place only when the individual away from the centre, they symbolise action which are connected in a cause- connects with the community. Through sharing. The angles are the meeting effect relation. cultural interventions, this interaction points and fields of exchange between will expand knowledge, open minds, two individuals where learning, Firstly, Shine your light encourages generate tolerance, and produce transformation and interaction take individuals to find their inner energy harmony. place. The logo was developed by with the aim of sharing it with their a local talented young artist Ștefan close circles of family and friends The logo of our candidacy with its Lucuț. before this light propagates further. chosen colours – yellow and black - is
What is the city’s intended marketing and communication strategy for the European Capital of Culture year? (In particular with regard to the media strategy and the mobilisation of large audiences).
ight up your city! is our communication strategy. Reflection is the principle that works as an echo that Lmakes the messages repetitive and more intense, from Europe to Timișoara and back.
Concept The communication strategy for Strategy TM2021 is to actively promote the As people in our city tend to pay values underpinning our five strands Our communication strategy is to more attention to the diaspora and of the cultural programme, based on start from general to more targeted their international media and social the city's urgencies: civic involvement, campaigns, from big-scale to small- channels, we will send out messages social harmony, claiming public space, scale. More specifically, in the run-up that bounce back via the European cross-border understanding and to TM2021 we will start building a network of our citizens, with a higher balanced lifestyle. These are values positive international profile in the intensity for the local audience. which resonate with all Europeans, European media. The reason for this so we want them to identify with us approach is that the Romanians are during 2021. very receptive and conscious about their reputation in Europe. Therefore,
timisoara2021.ro 6D. MANAGEMENT / MARKETING AND COMMUNICATION
we react promptly to whatever the backgrounds, social status and For this purpose we will European media says about us. Since locations, through our programmes. specifically target cities in joining the European Union in 2007, Europe with more than 100.000 Romania has received a lot of negative More specifically, the objectives are: population which begin with coverage in the international media. letter T (26 cities) or M (23 These reports have always prompted • to change the general negative cities). We will create a map further coverage in the Romanian perception of Romanians at the of Europe covered with the media but also on social media European level; symbols of Timișoara TM. In this channels, thus creating a transnational • to restore our multi- and way we build connections with media coverage flow and a lot of intercultural international profile in all European countries. emotion-driven online debates. The a contemporary context; • Romanians who live abroad 76 mechanism works the other way • to push onto the European agenda but still call Timișoara home: around too. Issues taken up by the the issues we address with our we want to find the city in diaspora mobilised people at home to concept: civic energy for engagement Europe. We want to encourage act and bring about change, such as the and art; these people to rediscover their Presidential Campaign in 2014, the gold • to communicate effectively the connection with Timișoara and exploration of Roșia Montană in 2012, TM2021 programme at local, become our ambassadors in the or more locally, the redevelopment of regional, national and international places they now live and work the Liberty square. level; • special interest groups: business • last but not least, to promote the persons, scientists, sports We will use this already-established values of the European Union. persons, professionals, etc. process of story exchange, reaction generation and information flow (2) The citizens of the Central European for two purposes. Firstly, we want Communication Approach regions: to spread our feel-good stories, and • the citizens of the seven Our approach is to identify the secondly, we want to raise awareness European capitals within value-based stories within various of the issues we will tackle in our Timișoara’s proximity: groups and generate media-worthy programme. So we will run a media Budapest, Vienna, Bratislava, content. We will actively identify campaign in tandem with an online Zagreb, Belgrade, Sarajevo and specific groups and involve them in campaign. Our aim is to clear the slate Bucharest our communications, such as active of any negative perception in the next • the citizens of the cross-border diasporic groups, young and old, five years, so we can draw and build a region of Banat: the Romanians, minority groups, professionals. new value-shaped image of Romanians the Hungarians and the with TM2021. This positive shaping of Serbians who share a common In our communications, we will the international profile will also boost history. This includes all the be using the traditional methods the confidence at the local level. potential visitors to Romania (marketing and media campaigns) and and their direct networks the more cutting-edge, technology- At the small-scale local level we interested in our topics. driven ones. We consider this approach will build on what we have already crucial in order to reach out to as many achieved and the awareness we (3) The Timișoreni (the population individuals as possible, from the ones have already raised. Through our of the Timișoara and the wider who will be of retiring-age by 2021 and participatory approach, we have metropolitan area). This group will be for whom technology is a later addition already built bridges with local the most engaged in our programme to their lifestyle, to the child who is stakeholders, i.e. cultural institutions and will benefit the most from the long- born this year and will be 6 years old and organisations, economic agents term implementation and the legacy by 2021, for whom technology will be a and local authority. We will make of TM2021. We will also give special way of life. use of the already created cultural attention to networking with local communications channels which will economic agents in order to establish facilitate the sharing between the Audience Target partnerships and sponsorships which individual and the community, and will support our TM2021 programme. further will help change the cultural We have identified three main We also include citizens of the other consumption behaviour and establish audience groups which require historical regions of Romania, such as in the public consciousness the values different levels of engagement. Each Transylvania, Crișana, Oltenia. we want to promote. group comprises specific target groups:
(1) The citizens of Europe and their Objectives specific groups: • tourists: this group are those The core objective of our who have never considered communication strategy is to use Timișoara as a destination for shared human values to connect their holiday, cultural city- people from different generations, break, or business expansion.
Timișoara 2021 European Capital of Culture / Candidate City 6D. MANAGEMENT / MARKETING AND COMMUNICATION
Timeline until 2021 • Launch of merchandise - every object Deliverables has a story connected to light; 2017 -2019: • Formation of businesses for co- We aim to produce the following • Arrange journalists’ visits to branding; deliverables of our communication Timișoara and place articles in • Launch of the game ‘The Lion and campaign: various European publications by Tarzan 2021’ as Johnny Weissmuller, themes: business, education, arts; the actor who played Tarzan, was (1) Media coverage. We aim to build • Invite all communication managers born in Timișoara in 1904; long-term partnerships with the of ECoCs in the last 5 years to a • Participating to the Venice Biennale; media to communicate the values of conference in the city or organise • Set-up partnerships with the our programme. A detailed media Skype calls and ask for their Romanian Cultural Institutes around campaign planner 2016 to 2021 will databases; Europe; include dates for press conferences, 77 • Develop packages for entrepreneurs • Set-up in the respective contracts press releases, media debriefings, that travel to explain what TM2021 that every project is communicated journalists’ visits, subjects for various is about; via TM2021; types of media. We will identify • Build partnerships with Romanian • Motivate artists to use their own stories relevant to various types of diasporic media (diaspora fashion networks to communicate the media, from business to tourism, from shows, cooperation with transport TM2021 brand and their project(s) education to culture. and travel companies to organise inside; events where there are Romanian • Prepare the advertising campaign (2) Online reach. The online campaign clusters, sell merchandising in and the big bang; will include the production of an Romanian shops abroad, interactive • Create synergies and alignment interactive, user-friendly website, screens in railway stations in between our communication strategy a social media campaign and the Belgrade, Budapest, Bucharest where and the communication teams of production of supporting apps for one can get free tickets to Timișoara); other cultural organisations, as well mobile devices. The aim of the • Create online forums and platforms as the ones from the local authorities; online campaign is to create a virtual which will support the media • Organise press conferences and community, a virtual Timișoara, larger coverage; install viral content producers; than the physical city. A Timișoara • Create partnership with tripadvisor. • Set the timetable of the opening- around Europe. com, booking.com, airbnb.com, closing events and key projects in a blablacar.ro; communication-friendly calendar; (3) The promotional campaign will • Strenghten the partnership between formulate and communicate include well-produced, well-thought the TM2021 team and the Tourism messages accordingly; out materials, from street banners Deptartment of the Municipality. • Organise interviews and articles to posters, flyers and merchandise. with hot shots to promote the topic, Each travel entry to the city (railway 2019 -2021: organise debates on TV and radio station, airport, roads, river) will be • Negotiate partnerships with selective broadcasts about passivity and light; marked with TM2021 and Shine your European media outlets and • Build partnerships with national light – Light up your city! slogan. Eurovision; tourism organizations; We will partner with neighbouring • Establish partnerships with • Release the cultural programme districts and countries to promote the European cultural centres; in three stages: launch a light programme. Each customs entry from • Negotiate with tourism operators and teaser in 2019, publish the cultural Serbia into Romania and from the attend the ITB (The Europe's Leading programme in November 2020, Timiș and Arad Counties will be also Travel Trade Show) in Berlin with and as of January 2021 update the marked. The aim of the promotional info-packages and carrying bags; website daily. campaign is to provide a coherent visual dimension of the TM2021 programme and to raise awareness and communicate effectively with increased segments of the audience.
timisoara2021.ro 6D. MANAGEMENT / MARKETING AND COMMUNICATION
How will you mobilise your own citizens as communicators of the year to the outside world?
ur citizen mobilisation strategy is built on a general communication campaign supported by meaningful Oactions proposed to anyone assuming the identity of the city and an indirect movement interlinked with the audience development strategy. Together they target several distinctive 78 groups: the outside visitors who physically come to the city, potential visitors that find out about TM2021 in contexts outside the city and potential visitors from personal networks of the communicators.
The general campaign will make use Contributors participating in participate in general communication of a mix of mediums and tools made programmes such as Addictive training, especially designed for available to those who voluntarily Lights, Vision, Flash of Memory TM2021. The simplest way to get choose to disseminate the messages. will have additional motivation to involved will be through wearing The mobilisation factor is linked to communicate cultural content that a solar powered visual that will be meaningfulness and relevance for includes personal inputs or details, literally shining and indicating that the communicator. For this reason, not only in the personal networks the wearer is open to interact with the final list will be decided through but also in unfamiliar contexts such strangers and offer basic information consultation workshops and street as collaborative platforms or the about the city. events, similar to those that have projection of a selfie with a hashtag on constructed the cultural programme. the walls of a building. More examples of learning Possible examples include, but are opportunities motivating volunteering: not limited to, multimedia elements Co-creators involving themselves co-created with the public for online in experiences such as those Heritage in the Spotlights - local guides dissemination; promotional items spawn by Dare to Shine, Blossoms, blending local cultural content with that have a practical use for traveling Smartness Revealed, Chiaroscuro personal stories and augmented reality communicators (solar powered lamps, or Circulating Skyscapes will be in or other types of multimedia content bags, tents); highly-creative visuals that the situation to transform personal displayed on smart devices; motivate mobile communicators to stories and experiences into cultural display them. content. These people will be both Dare to Shine - cultural animators stirred emotionally but also in a linking outside visitors with The indirect movement is linked state of vulnerability. Their acts of amateur artistic activities in local to the various levels of audience communication will be restrained neighbourhoods; engagement to be reached through the to closer circles but their capacity to cultural programme. inspire will increase vigorously. ECoC Boulevard and Solar City – guides and animators communicating The opening and the closing events The deepest level of engagement specialised information such as and programmes like Mega Bega or will be through volunteering. Several concepts of cities previously awarded Baroque Reloaded attract new audiences programmes are designed to include the title or sun-related artistic and motivated to share in their personal volunteers willing to devote time technology content. networks the intensity of their and energy to interact systematically experience. with the public, whether local, from Romania or abroad. They will
Timișoara 2021 European Capital of Culture / Candidate City 6D. MANAGEMENT / MARKETING AND COMMUNICATION
How does the city plan to highlight that the European Capital of Culture is an action of the European Union?
he programme for TM2021 encapsulates what the European Union stands for - democracy, human rights, Tinitiative, diversity, participation, unity. We, therefore, as organisers, will endeavour to transmit these values so that every citizen who attends our activities or visits the city will assume some of them. 79
Through our campaign we will values of the European Union. We inform the citizens about the positive will inform them about the European contribution the European Union Union’s initiatives for their sector, as makes at a local level through such well as show them how the European initiatives as the European Capital of Union aims to be a union of people Culture. celebrating diversity through unity.
The cross-border network-building Our communications will also initiatives encouraged by the European incorporate the visual elements and Union will also be incorporated in our branding identity, such as the logo of programme. We will involve the twin the European Union, on all our printed cities of Timișoara, the network of materials, in our online campaign, and enlightened cities (as listed in ’common in our communication with the press. aspects of European cultures’ section), Whenever TM2021 is promoted or and other European Cultural Capitals communicated, the European Union in our programme. will also be featured. Every media picture will have the European Union The TM2021 programme has three flag in it. levels of engagement: at grass-roots level, at institutional level and at Representatives of the European Union political level. Whenever any actors will be invited every year in the run-up from these sectors are involved in our to 2021. Needless to say they will also programme, we will also develop, with be the guests of honour at many events the support of the West University throughout the year. in Timișoara, training programmes targeting both adults and children to Representatives of Timișoara will educate and inform them about what also travel to Brussels to showcase the European Union has particularly our TM2021 programme and what we done for them. stand for.
Our aim is that by the end of 2021, people who will have participated in our programme, will have had more than a mere cultural experience, they will have instilled in them the
timisoara2021.ro 7. ADDITIONAL INFORMATION
In a few lines explain what makes your application so special compared to others?
Within a 300 km radius from a transformation. We came a long Timișoara, there are six countries way from self-sufficient local pride to (Bulgaria, Bosnia and Herzegovina, an honest look at the city. Sometimes Croatia, Hungary, Romania, Serbia) it has hurt. We had to go deep into which are now on the migrants’ pessimism and to face the urgencies route from Asia and the Middle East hidden below the shiny surface of local 80 through Europe. An hour’s drive from patriotism. Courage was generated Timișoara, Hungary is building a fence with the help of many citizens, to exclude the refugees. Our concept activists, artists and experts. We have and artistic programme goes against spent more than four years, testing this attitude of rejection and close- three concepts, meeting in bigger or down. We propose a bid which draws smaller groups, talking to people in the on the values of multi-confessionalism streets, conducting information and and multiculturality, civil society, and participation campaigns, in the quest entrepreneurship in the context of the for a concept that would truly make it 21st century. This is the transforming possible: that culture transforms a mindset which Europeans need city, a country and a continent. nowadays. This is what makes our project special Our ECoC journey started early in compared with others. 2010. In the process of the bid book preparation, we have also undergone
Add any further comments which you deem necessary in relation with your application.
The bid book team and helping volunteers are ready to light up the city!
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Timișoara 2021 European Capital of Culture / Candidate City