Estonian Traditional Music Centre in Viljandi – Estonian capital of Folk music 2005-2008

Estonian Traditional Music Centre Project 2005-2008

Vilijandi, Estonia

SYNTHESIS

The Estonian Traditional Music Centre is located in Viljandi, a small town in Southern Estonia with just under 20 000 inhabitants. The project combines development of tourism in the region with cultural activities, folk music in particular.

For more than fifteen years, the Summer Folk Festival has been taken place in Viljandi in July. It started as a non profit organisation and has gradually turned into the largest music festivals in Estonia and one of the largest folk music festivals in Europe. This event gained importance over the years and now attracts visitors from all over the country and abroad. The number of tickets sold for the Summer Festival has grown from 200 in 1993 to 24 778 in 2009. Likewise, the number of tourists visiting the small town throughout the year has grown from 1 676 in 1996 to 17 535 in 2008. Due to increasing interest in folk music and the success of the festival, the non profit organisation Estonian Traditional Music Centre expanded its activities and started organising traditional folk music events on a regular basis.

The European Regional Development Fund co-financed the renovation of an old building located in the city centre around the ruins of a medieval castle. Dilapidated for years, this former storehouse became the permanent building for the Estonian Traditional Music Centre and started its first season in September 2008. A second phase of the project financed all necessary technical equipment and furnishing of the building. As a result, the ETMC has expanded its activities by organising many other concerts and events and providing different type of training in traditional music for both children and adults. Now Viljandi has a modern concert building with all facilities to host not only concerts but all types of events at any time of the year. The total number of employees grows each year and amounts 44 in 2009, out of which 28 are permanent full-time jobs.

The main innovative element in this project is its concept: attract visitors through cultural events and "packages of trainings" that make the town more attractive and encourage young local people to stay and tourists to stay over night. This, combined with active partnership

1 with various public institutions and other cultural organisations is one of its success factors. The project was embedded in a local development strategy based on the sport and culture industry and fruitful collaboration between project partners. Over the years and thanks to a successful communication strategy, folk music has become the trademark of Viljandi town and has affirmed it as the Estonian capital of folk music. The new building of the ETMC and its intensified activities are at the heart of Viljandi's development as a culture-friendly destination.

Background information

Country: Estonia Region: Viljandi, Southern Estonia Project title: Estonian Traditional Music Centre (ETMC)

Key words: culture, tourism

Duration of the project: first phase 2005-2008; second phase 2007-2009 Funding:

First phase:"Establishing of the Estonian Traditional Music Centre" 01/11/2005 – 31/10/2008

Total project cost 2 920 562 euros (45 695 118 EEK) ERDF 958 711 euros (15 000 000 EEK) Self-financing : 1 961 851 euros (30 695 118 EEK)

Second phase: "Furnishing of Estonian Traditional Music Centre" 21/12/2007 – 28/02/2009

Total project cost 826 788 euros (12 935 931 EEK), 100% ERDF 701 943 euros (10 982 605 EEK), 85% Self-financing 124 845 euros (1 953 326 EEK), 15%

Partners: EAS (Enterprise Estonia) Estonian Ministry of Culture Town of Viljandi

Private contributions 76 697 euros (1 200 000 EEK)

ERDF Objective: Convergence Objective Programme for Strengthening the Competitiveness of Regions

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1. Project description

The Viljandi Folk Music Festival has been taking place since 1993. It is organised every year in July when the small town of Viljandi is completely transformed and flooded by visitors. It started as a non profit organisation and has gradually turned into the largest music festival in Estonia and one of the largest folk music festivals in Europe. " The festival itself has grown from a more traditional Estonian folklore festival to a massive enterprise with an increasing number of international celebrities , around 15 international groups on average per year "1.

However, there was no proper infrastructure for music performances in Viljandi even though the Academy of Culture was based there: one of the major institutions for higher education programmes in traditional music in Estonia.

Due to increasing interest in folk music and the success of the Folk Music Festival, the non profit organisation expanded its activities and started organising traditional folk music events throughout the year. In 2005 they applied for assistance from the European Regional Development Fund for renovation of an old building located in the city centre around an architectural monument in town, the ruins of the medieval castle. Dilapidated for years, this former storehouse (The Cherry Hill storehouse) has become the permanent building for the ETMC activities.

The objective of the first phase of the project was to renovate the existing storehouse and to make out of it "the new home of the Estonian Tradition Music Centre". The idea behind was to offer the possibility for local people to attend music events on a regular basis in Viljandi. The second phase financed equipment and furnishing of the building.

Activities: The project received structural assistance from ERDF twice: in 2005 at the request of Town of Viljandi for construction and renovation of the building of the Centre and in 2008 at the request for furnishing and purchase of different kind of equipment. The first project activities included purchase of the building, designing from the preliminary project to construction plan, archaeological surveys and construction work. The second project consisted of supply and installation of the equipment and technique for carrying out events. It entailed purchases of acoustic curtains, chairs for concert halls, sound and lighting equipment, and conference equipment, furniture for classes of music courses and restrooms, pianos.

1 http://en.wikipedia.org/wiki/Viljandi_Folk_Festival , figures provided by ETMC

3 The main activities from the two phases of the project:

Two concert and conference halls with adjustable acoustics and capacity of 400 and 120 seats respectively;
Music library with collection of tradition music, specialised literature and audio recordings of Estonian and world music;
Several smaller halls for trainings and rehearsal rooms with soundproof walls;
Washing facilities for the performers, dressing room and a café for visitors
A school for informal education "August Pulst School"

The direct beneficiaries are the Traditional Music Centre, the companies that carried out the construction work and provided related services, the permanently employed people in the Centre and the visitors who come to Viljandi for the Folk Music Festival. Different kinds of informal education programmes, courses and seminars in traditional music were organised since the opening of the new ETMC's premises. These additional activities have been in partnership with the Estonian Music teachers' Association, Viljandi Academy of Culture, Tartu University etc. One week school camps have been taking place to offer jam sessions and workshops on traditional dances and instruments to young children. Students, music teachers, adults who take classes and young people who want to become professional musicians and make their first steps can be considered as beneficiaries of the project. Last but not least, the public and the performers who come to all festivals and concerts are beneficiaries as well. The public depends on the concerts and the style of performed music. It is important to underline that besides folk, various musicians are invited to play jazz, pop, rock, reggae music as well as theatre plays.

The list of indirect beneficiaries is far longer and includes local authorities and business and the town of Viljandi in general; during the summer folk festival the population of Viljandi doubles. Many visitors from all over the country and other neighbouring countries gather for the massive event. According to the project manager, shop-owners said that the turnover for this one weekend equals their turn over for two months. 2

The impact of the project is the significant expansion of activities of the non-profit organisation ETMC in terms of distribution and teaching traditional music. The overall expected impact would be the higher added-value of the region and its potential to attract tourists. Thanks to the improved organisation of the Folk Music Festival, the town is expected to improve the tourist attractions and facilities given the increasing number of tourists every year. An unexpected impact is the project's contribution to strengthening the regional identity and reinforcing the image of Viljandi as the Estonian capital of folk music. Another long-term impact is the positive influence of folk music lessons on the students (adults and children).

Table 1. Number of trainings and people trained before and after project completion (2008)

Young- Mixed- Year Activity Children Adults Total sters groups 1997 Youngsters musician days 12 12 II Folk Music Training Camp of 1998 Youngsters 16 16 III Folk Music Training Camp of 1999 Youngsters 18 18

2 Interview with the project manager, Ando Kiviberg

4 2000 Eesti ETNO 2000 18 18 2001 Eesti ETNO 2001 37 37 2002 Eesti ETNO 2002 45 45 2003 Eesti ETNO 2003 95 95 2004 Eesti ETNO 2004 94 94 2005 Eesti ETNO 2005 94 2005 School Concerts 1560 1654 2006 Eesti ETNO 2006 64 2006 School concerts 5110 5174 2007 Eesti ETNO 2007 65 2007 School Concerts 8190 8255 2008 Eesti ETNO 2008 72 2008 School Concerts 10 080 2008 Courses of folk music instruments 36 2008 Workshops and courses 260 10 448 2009 Eesti ETNO 2009 61 2009* School Concerts 4000 2009* Workshops and courses 7 470 4538

*Only in spring-time

The role of the ERDF funding was absolutely crucial for this project to become a reality. According to the Head of the Traditional Music Centre who was also the project manager, Ando Kiviberg, this project could have happened anyway but much later and not at this scale. Following the first round of funding in 2005 the activities and the organisation of ETMC grew significantly even beyond the expected result. The Centre started a series of lessons and concerts introducing traditional music in primary and high schools . 2. Political and strategic context

Viljandi is a small town in Southern Estonia with a population of less than 20 000 inhabitants. It is also the administrative centre of Viljandi County (which consists of 20 municipalities) and the sixth largest town in Estonia. The major sectors of economic activity are timber, construction materials, and textile and food. Vocational education can be acquired at Viljandi Joint Vocational Secondary School and professional higher education at Viljandi Culture Academy . However, young graduates tend to leave Viljandi to look for career opportunities in the bigger Estonian cities (Tallin, Tartu).

Located by a lake (Viljandi lake) in the uplands of Sakala hill, the town of Viljandi is known for its beautiful nature and recently for its rich cultural life. These, along with good existing infrastructure are the town's main assets to contribute to its local development through tourism 3. There has been a general agreement of all municipalities in Viljandi County to make Viljandi an attractive tourist destination based on culture and sport.

It all started in August 1993 when six friends, at that time students in the Culture Academy organised a folk music camp for children. Ando Kiviberg, the project manager of the current project, was one of them. This was the beginning of the first festival in Viljandi for folk music. The following year the festival was named Viljandi Folk Music Festival, extended to three days and attracted 5 000 visitors (up from 200 the previous year). In 2000 the number of

3 http://www.viljandi.ee/index.php?page=301&

5 tickets increased to 20 340 and in 2009 to 23 000. The project gained popularity and in 2000 a non profit organisation with the same name was founded by Viljandi Town Council, the Association of Local Authorities of Viljandi County, the Development Fund of Viljandi Culture Academy and the University of Tartu. The activities of the association grew beyond concerts when young folk musicians went from school to school and gave short overview of folk music and traditional instruments. In 2004 the association was renamed the Estonian Traditional Music Centre (ETMC).

It is important to mention that historically folk culture has served Estonians as a means of expressing and confirming their national identity through the years .4 The country has a long tradition in song festivals which started in the 1860s with the National Movement 5. In this context of national revival, the town of Viljandi became one of the most important centres of the Estonian National Movement along with Tartu. During the Soviet regime Estonian folk music itself was not forbidden but was framed into the Soviet standards in content and form characterised by high degree of stylisation. The step-by-step process that led to the Estonian independence from the Soviet Union in 1991 was called the "Singing revolution" because the Estonian people's weapon was singing and protests took place without any violence. Hundreds of thousands of people gathered to sing their national songs that were banned for 6 decades by the Soviets. "This is a story of how culture saved a nation" . Gradually folk song festivals started in the nineties as a new trend and gained ground through the years as they had a symbolic meaning and importance for Estonians. 7

3. Implementation 3.1 Project design and planning

The idea for the project came from the project manager and Head of the ETMC, Ando Kiviberg. Viljandi Town government agreed as they saw potential for tourism development through cultural and sport activities in town. Moreover, at that time there were no other ideas or concrete proposals on what to do with this old building in very bad condition. Sustainability was taken into account in the design and the selection process. At the beginning there were some doubts from the selection committee about the sustainability of the project as the concept was new in the region and it was not clear whether it would work and if people would be interested in folk music. The Viljandi Culture Academy and the existing ten year tradition in festivals were a good basis but attracting visitors on the basis of folk music was a new concept and represented a certain risk. However, the project was selected by Enterprise Estonia 8 on the basis of the city development plan, the expected impact on local

4 For more than 700 years Estonian people have lived under foreign authority – Russians, Germans, Swedes, Danes, Soviets…Like many Central European small nations, the Estonian nation began to form in the XIX century as a part of a multi-national empire. As opposed to Western European States, the basis of national identity in Estonia is native culture and language rather than the state. Estonian culture during the XIX century was strongly influenced by the German culture, followed by the Soviet period when expressing any kind of national identity was considered extremely inappropriate, even dangerous . Speech of Mrs Ingrid Ruutel, First Lady at the Annual Conference of the International Association of Music Libraries, 07/07/2003, http://vp2001-2006.vpk.ee/img/pilt.php?gid=37282 5 A period in history where Estonians came to acknowledge themselves as a nation deserving the right to govern themselves. This is the beginning of ethnic awareness and national consciousness spread in the course of 19 th century 6 Video from http://www.singingrevolution.com/cgi-local/content.cgi?pg=3&p=19 7 Estonia's songs of freedom, The Independent, 25 May 2002 8 Enterprise Estonia was founded, by the Ministry of Economic Affairs, in the year 2000 with the aim of promoting the competitiveness of the Estonian entrepreneurial environment and businesses and by way of this, increase the well-being of society. It provides financing products, counselling, co-operation opportunities and trainings for entrepreneurs, research establishments, the public and the third sector.

6 entrepreneurship and the project team which had already completed successfully several other projects in the past. The role of Enterprise Estonia was to evaluate the project application and make a decision on its admissibility on the basis of six evaluation criteria: link to the local development plan and the national development plan; impact on the regional, social and business environment (the biggest share, 40%); the vision of the project and the quality of its preparation 9. 3.2 Management, monitoring and evaluation system

The first payment was based on the results from a mid-term evaluation made by Enterprise Estonia. Altogether, Enterprise Estonia visited three times the project during its implementation. In December 2009 a review by the City Hall is planned to evaluate the impacts and results of the project one year after completion. It will be carried out by the person responsible for project coordination and accounting.

3.3 Governance: partnerships and leadership

As mentioned before, the main project partners are Viljandi Folk Festival, the Town Government, ministry of Culture and Enterprise Estonia. Overall, the coordination between all stakeholders went smoothly and the project manager gave regular updates on the work in progress of the project.

All interviewees recognised that there is certainly a common global strategy for Viljandi as a culture-friendly destination. This is explicitly stated in the town's and the county's development plan. There has been positive co-operation between local municipality, culture managers and the cultural institutions in Viljandi (The Culture Academy and the Drama Theatre). "We always decide together even at political level"10 Moreover, two or three times a year the Town Hall of Viljandi meets with its citizens' to discuss plans and current problems. The project for the Traditional Music Centre was also discussed beforehand with local people and no one disagreed as the storage house had been there for long time and the building was in very bad condition.

3.4 Innovative elements and novel approaches to implementation

The main innovative element in this project is its concept : to attract visitors through cultural events and "packages of trainings" that make the town more attractive and encourages tourists to stay over night. Active partnership with different cultural institutions and other organisations and the wide range of activities implemented in common is another innovative element. The "disadvantage" of the TMC is that it located in a small town relatively far away from major cities. Therefore, intensified collaboration with other institutes and partners is vital as the public for these events is not only from Viljandi but from all Estonia and abroad. 11

The ETMC works in partnership with different cultural institutions such as Viljandi Culture academy and Tartu University. Such an example is the applied higher education programme in Viljandi managed by the Tartu University, which offers training in culture management and organising concerts. The city of Viljandi hosts some activities organised in common. Among the long list of partners are

9 Interview with Enterprise Estonia 10 Interview with Krista Kull, Responsible for tourism at Viljandi City Hall 11 Interview with the project manager Ando Kiviberg

7 various embassies and cultural institutes that cover the travel costs of the musicians that come to perform.
Active cooperation with the local administration . Viljandi town in its turn takes part in a number of twin towns' partnerships. A result of such collaboration is the Youth Symphony Orchestra who came to practice in the ETMC. In 2009 Viljandi Town hall decided to start a new initiative and involve the ETMC in the local development strategy. Study trips with guided visits for children (from 1st till 5 th grade) have been organised from the whole country to visit Viljandi and some of its main attractions: the local museum, local Art Gallery and the ETMC. In the ETMC children get acquainted with old Estonian musical instruments, sing and play games. The idea is to promote the image of Viljandi and make young Estonians associate it with traditional music and culture. 12

3.5 Key implementation obstacles and problem solving practices The implementation of the project had a delay of two-three months and lasted altogether 33 months (the maximum period allowed for this measure). The main obstacles in implementation stem from the rigidity of the monitoring process. Enterprise Estonia did a mid-term audit exercise that was reported on the first results of the on going activities to the Ministry of Finance (The Managing Authority). This process took 40 days while in the meanwhile construction work continued. The first payment was received only after the approval of the Ministry of Finance of the audit. The risk was that it was not clear from the beginning how long this control procedure would take while the construction work was in progress. According to the project manager the main difficulty came from the delayed payments.

Another difficulty was the fact that prices of construction services doubled. In 2006 there was a real risk of stopping the project due to increased construction costs. " That year there were too many construction activities for a small country like Estonia and this led to saturating the demand leading to price increase"13 .Viljandi Municipality and EMTC decided together to continue with a project which was possible only by bank loan ( EMTC 1 022 626 euro’s (16 000 0000 EEK) to cover the expenses before the first actual payment was received. 14 Without a determination of Viljandi Municipality the objectives of the projects would not have been achieved.

4. Results

The renovation of the old storehouse was finished in March 2008. Now the Traditional Music Centre is a modern concert venue and a cultural centre open every day of the week. (See in the annex the calendar of activities for the autumn season 2009)

1) Two concert halls : The Grand Hall: 300 seats on the floor and 107 on the balcony (theatre- style); up to 200 seats at long tables and 100 at round tables; 5m x14m stage, can be turned into a five-level stage; The Chamber Hall: 80 seats (theatre-style); 40 at tables;

12 Interview with Krista Kull 13 Interview with Marge Kliimask, Enterprise Estonia 14 Id.

8 Table 2: Number of events by type since April 2008 Table 3: Number of visitors by type of event

Number Types of events of events Total Number of visitors Concerts (traditional music) 16 Concerts (other than folk) 46 For all folk concerts 4000 Theatre plays 19 For all the other events 10 000 Conferences, seminars, other 62 For seminars and conferences 5250 events Number of performing artists 273

(Data provided by ETMC)

2) Record shop with a wide selection of traditional music records and books. By mid September 2009 1 422 items were sold. 3) Technical equipment: the two concert halls are equipped with use up-to-date video, sound, light, and conference equipment. There is a digital interpreting system installed in the rooms, which makes it possible to interpret into four different languages simultaneously. Access to people with disabilities is provided. Acoustics can be regulated by the curtains in the wall cupboards; Flat floor, retractable seating system; Three coatrooms for the guests 4) Since the opening of the new building of the Traditional Music Centre two other music centres were opened: the non-formal educational centre August Pulst School and the Traditional Music Centre Library both located in the building of ETMC. The August Pulst School is like a folk university and has twofold objective: career project for young musicians of 16 years or more who want to become professional musicians and for teachers in music and for adults.

Table 4: Activities and number of participants since the opening of the new ETMC's building 15 Number of Number of Activities activities participants Trainings 13 315 August Pulst School Workshops (singing, dance, music writing, public speaking) 34 260 Concerts organised in schools and kinder gardens throughout Estonia 112 10 080 Concerts - Viljandi Folk Festival in July 110 24 778 Festivals Concerts – October Festival 11 700 Maajail Festival 650 Training course for music teachers in schools 72 Traditional Music Centre Library 44 units collected Collect of materials (instruments, books, (out of which 22 photos, records, etc) instruments)

Table 5: Number of people working at ETMC Table 5 shows the growing number of jobs each Year Number of Number of Total year in the ETMC. In 2005 when the first phase full-time part-time employees employees of the project started six people were employed 2004 4 n/applicable 4 by the Viljandi Folk Festival NGO. Now in 2005 6 n/applicable 6 2009, after the expansion of activities and the 2006 9 n/applicable 9 ERDF support altogether 44 people are 2008 n/available n/available 39 2009 28 16 44 employed in the TMC, 28 of them full time. The

15 Data provided by ETMC

9 other positions are part time jobs usually for students. In the preparation phase, an architect, an interior designer and a sound engineer were hired on short term contracts. At this stage, one year after completion of the project's first phase, it is still early to estimate its impact on tourism and local development, especially in the context of economic crisis. According to Enterprise Estonia's estimations, the project will contribute to creating and/or preserving 20 permanent jobs in the year following the investment. Tables 6 and 7 on the next page illustrate the growing number of tourists visiting Viljandi with a particular increase between 2008 and 2009. As a background information, tourism statistics for Estonia as a whole show better results for 2008 and than for other European countries where tourism stagnated in 2008 due to the economic crisis 16 . Estonia achieved a 3.7% increase in tourist numbers (as opposed to 0.1% increase of EU) but a slight decrease in terms of number of nights spent. July is the strongest month of the year in terms of overnights and number of visitors (both domestic and international). 17

Table 6: Number of tourists and cultural events in Viljandi per year 18 (estimate for 2009)

Year Number of Of which Number of tourists foreign guests events & festivals/year 2008 17 535 7 593 21 2009 20 786 7 062 25

Table 7: Annual Number of Tourists in Viljandi (estimate for 2009)

25000 Table 8: Number of tickets sold per year 20000 Year For the Viljandi Folk 15000 Festival 2000 20 340 10000 2004 20 000 Number of Tourists 2006 24 000 5000 2008 23 000 2009 24 778 0 1996 1998 2000 2002 2004 2006 2008

So far, the most visible result of the project is significant expansion of activities and the potential for new projects on this basis. For instance, recently a new project was launched for preparatory classes for young people who would like to apply for the Cultural Academy and become professional musicians.

In addition, the training and seminar industry is seen as a potential for Viljandi local development. More and more people from other countries and towns come to Viljandi. The rooms of the renovated building currently host not only concerts and music workshops, but also seminars, conferences, receptions etc. According to the person responsible for tourism in Viljandi Town, two weddings have already been organised in the premises of the ETMC and the venue is becoming more and more popular for Estonian companies organising team building activities.

16 UNWTO Barometer issued in January 2009, 17 Tourism in Estonia in 2008 and 2009 (January-April), Enterprise Estonia http://public.visitestonia.com/files/statistika/Tourism-in-Estonia2009.pdf 18 Viljandi in figures; www.viljaandi.ee

10 One of the long-term goals of this project is to keep some of the young graduates from the Culture academy and get them involved in the culture industry in Viljandi. According to one of the interviewees, some young people involved in the local cultural life have already come back and as a result, they have attracted other musicians to the region.

5. Sustainability and transferability

5.1 Sustainability

Since the second phase of the project is still ongoing at the time of writing (end 2009), it is still early to evaluate impacts and analyse the sustainability of the project. Nevertheless, some positive elements give grounds to expect long term impacts and further developments fostering the attractiveness of the region.

The activities of the ETMC are expanding and folk music has become the trademark of Viljandi town. Following the ERDF grant, the organisation structure was adapted to the new tasks of the non-governmental organisation and its expanded team. The core team of the ETMC consists of the same six people who initiated the non-profit organisation even before the current project.

Growing interest in seminars and music workshops launched by August Pulst School let to change in the curricula in some secondary schools. Several programmes dedicated to traditional music have been added the curriculum. Thus, training in varied fields of traditional music became a special feature and competitive advantage of ETMC thanks to the facilities and competencies it has, provided by no other Estonian region by far.

A key element of sustainability is the affirmation of Viljandi as the capital of Folk music on the basis of existing tradition, networks and structures such as the Academy of Culture. This, along with the geographical position and natural environment would be another reason to attract more tourists for longer stay.

The successful collaboration between project partners during the project is very much likely to continue in the future as other common projects are emerging with the ETMC being a key player. For example, there is an increasing interest of companies all over Estonia for team-building seminars and workshops in the building of the ETMC.

Events other than concerts have already taken place in the building such as training for companies, weddings etc.

In 2008 and 2009 the activities of ETMC were financed by the Estonian Ministries of Culture and of Education and Research. According to the management of the Centre financial record of the ETMC can be considered satisfactory and gives grounds for future economic sustainability. For the years when the Centre functioned as an NGO, its income was more than expected which currently helps to compensate the State's budget cuts introduced in 2009. Despite the diminished level of the state support, the ETMC continues to pursue its activities on as foreseen.

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The project promoters see in this project an opportunity for job creation. " The number of employees in the Centre increasing each year proportionally to the number of graduates from the Academy of Culture" . Most of the employees are from Viljandi town or surrounding regions. In addition, there is a potential for new jobs in other local activities related to the Centre. For instance, a cafeteria was opened in the Centre after the project completion. Moreover, the local tourism industry (accommodation and catering services) is obliged to hire extra personnel during the festival seasons when the city is full of visitors.

The project promoters have plans to expand the activities of ETMC beyond the town of Viljandi. In the future they intend to open a branch of the ETMC in Tallin where they can attract additional public and diversify their time schedule.

5.2 Transferability

Given the size of Estonia, such large-scale projects are unlikely to be successful in other regions although there are other regions that are trying to follow Viljandi's example. As the Viljandi Folk Festival was the first to start with the concept of local development based on traditional folk music, it is now the most popular destination for folk festivals.

The enthusiasm and increasing efforts of the local administration and partners to make Viljandi an attractive destination for cultural tourism have been already recognised. In 2003 Viljandi Folk Music Festival was awarded by the European Forum for Worldwide Music Festivals (EFWMF) the price of "The most successful Tourism Object in Southern Estonia". In 2007, it won a national competition called "Hidden Treasures of Estonia" for the best destination based on cultural heritage. In 2008 the town was selected by the national authorities as the Estonian destination for cultural tourism in the framework of the European Destination of Excellence (EDEN) project. The ETMC is presented as one of the town's main characteristics and milestones to promote Estonian ethnic and regional identity. 19

In addition, the town of Viljandi is part of the league of medieval towns and takes part in the so called the International Haneastic Days. These medieval festivities are traditionally organised every year. As one of the five Estonian Hanseatic towns Viljandi will host such an event in June 2015. The ETMC will certainly have a crucial role for organising the International Haneastic Days in 2015 in Viljandi.

6. Conclusions: main success factors
Very motivated and professional team : According to Enterprise Estonia it was a very good project as everything went as planned and "they managed to find the right people".

Good partnership operating in different larger networks and based on a global vision .

Strong communication activities : Before the little town of Viljandi was known for the lake nearby. Now it is known as the folk centre and every Estonian associates it with music festivals and cultural activities. Folk music has become the trade mark of the

19 The Parliament's Magazine "Regional: Europe's regions and cities review", September 2008, p.20

12 town. The project had a lot of attention from the media. The opening ceremony was directly transmitted on the TV.

Active involvement of local people : last but not least it is important to mention the active involvement of the people living in Viljandi about this project and its ongoing activities. During the construction phase, many people contributed with small sums on a voluntary basis and gathered altogether the equivalent of 76 697 Euros. Another example is the volunteers for the organisation of the Summer Folk Festival. In the 2009 edition their number was around 200.

PROJECT CONTACT DETAILS

Contact person

Name: Ando Kiviberg Position: Director Organisation: Estonian Traditional Music Centre Address: Posti 1, 71004 Viljandi, ESTONIA

Telephone: + 372 435 5253 Mobile: + 372 524 0069 Fax: + 372 435 5228

E-mail: [email protected] Website: www.folk.ee

Date of this information : 01/10/2009

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7. Annexes

Table 9: Calendar of planned activities for 2009 autumn season Number of Date Activity expected participants 11/09 Opening of a season: Alle-aa, Minu isa oli..., Lõõtsad 280 Aidakvaarium-session: DJ-Julm + Cätlin, Tiit, Ruslan, Kulno 15/09 OKA – concert-meeting with Indrek Kalda, fiddler 40 18/09 Songs from the National Independece War - Põldsepp ja pojad 50

September September Family event – Awaking together with traditional music - 19/09 Annika 50 22.-26/09 Viljandi Guitar Festival 29/09 OKA-lecture - Peeter Volkonski 50

2.-3/10 October Festival „Lõikuspidu“ 1000 10/10 Joel Sebunjo + Sundiata (Uganda) 200 10/10 Aidakvaarium-session: DJ-Dave Storm (triblehouse) 150 13/10 OKA- concert-meeting with Mall Hiiemäe 50 15/10 Finno-Ugric (tribe) days 200 16/10 Finno-Ugric Days 200 October October 20/10 KINO - Taarka 60 24/10 Family Morning with folk music - Cätlin Jaago 30 27/10 OKA-loeng- Merle Jääger 50 30/10 Pulsti juubelikontsert Estonia Kontserdisaalis 5/11 Lithuanian folk-instruments - Klaipeda University 40 5/11 Aidakvaarium: Bashment 150 8/11 Hungarians- Tzigane 100 10/11 OKA - kontsert-kohtumine - Celia Roose 50 13/11 Esietendus "Tantsumasin" 200 14/11 Tantsulavastuse "Tantsumasin" etendus 200

November November 17/11 KINO - George 60 21/11 Providence - Iiri + ?Aida muusikud + Iiri dok. Filmid 150 24/11 OKA - leong 50 28/11 Family Morning with folk music - Silver Sepp 30

8/12 OKA- kontsert-kohtumine - kes? 50 15/12 KINO - Disco ja Tuumasõda 60 19/12 Family Morning with folk music - Janne Suits 30 12-19/12 Family play 480 December December 20/12 Eesti keeled 150

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Total 4210 Data provided by ETMC

Table 10: Figures about Viljandi

Population 19 515 (as of 01/01/2009) Area 14,65 km² South-Estonia, the uplands of Sakala. From Location Viljandi to Tallinn - 161 km, to Tartu 81 km, to Pärnu 97 km. Administrative independent unit of local authority and the status centre of the county

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