Creative Industries and Creative Cities from Quantitative Mapping of Culture and Creative Industries to Thematic SWOT Analysis and Development Strategies
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Creative Industries and Creative Cities From quantitative mapping of culture and creative industries to thematic SWOT analysis and development strategies Henrik Sparre-Ulrich Capital Region of Denmark Copenhagen CULTURAL PLANNING CREATIVE CITIESITIES CULTUREL CULTURE POLICY POLITICAL GOALS PLANNING Creative centres Geographical defined Sector based Mapping of culture and Experience Broad anthropological Narrow, humanistic Evaluation creative industries definition of culture definition of culture Creative Capital Culturel resources Art/culturel heritage Culture driven Culture as development Development of economic strategy factor art/culturel life Strategies and focus Tolerance Diversity Homogenity areas Talent Technology Creative class New, non -hierachical Traditional movements – life forms culture producers Planning Planning Planning Development projects by with of - concrete aims culture Culture Culture American/global Australian/English Nordic/European tradition Developed by Dorte Skot-Hansen Enlightenment Insight Knowledge Refinement of taste Reflection Social change Cultural Economic growth Empowerment Image Identity Policy Tourism Solidarity in cities New arrivals Participation Employment growth Entertainment Relaxation Playing Fun Recreation Developed by Dorte Skot-Hansen Urban Value Production Matrix 1. Beginnings 2. Production 3. Circulation 4. Delivery 5. Audiences Pre-production Creation (Outbound (Marketing and Consumption (Inbound Logistics) (Operations) Logistics) Sales) (After Sales Service) 1. ECONOMIC v Quality of life as v Skill sets v Smart distribution v Front-end v Healthy, wealthy, workforce/business v Convergence and access vectors marketing wise citizens as magnet v Physical and v Retail mix and consumers virtual capacity diversity 2. SOCIAL v Literate and v Quality of life v Networks of v Interpretation, v Diversity of competent workforce v Community exchange understanding, consumption cohesion v Soft access routes v Caveat emptor Infrastructure 3. CULTURAL v Milieux of v Soft Infrastructure v Creative v Cultural v Symbolic economy interaction v Creative Infrastructure institutions and v Understanding v Civic participation Infrastructure v Vitality and spaces diversity of tastes v Creative v Capacity Building dynamism of v Communications and lifestyles infrastructure exchange platform 4. v Mixed Use v Proximity v Channels of v Planning/zoning v Footfall and INFRASTRUC- Development v Access exchange issues exchange options TURAL v Adaptive Use v Channels of v Spaces of v Access routes Development exchange transaction v Transport planning 5. ENVIRON- v Economics of v Equilibrium v Sustainability of v City as stage v Sustainable MENTAL amenity v Sustainability exchange relations v Animation consumption and transactions v Lifestyle Milieux v Agora Secondary creative industry (experience economy) sectors and well – Primary creative industries sectorfor example health -being 9 Sports Other 1 Visual art recrea- tional Toys and Handi- activities Computer games crafts games 8 Design Lifelong Sports & Fashion Photo- Athletics Film Learning graphy Schools, Artists universities etc. Visual art 7 Media Libraries Internet The Theatre, opera, Newspapers Literature cultural ballet, dance Magazines Books 2 etc. sector Performance Music Television Advertising Radio Cultural 3 5 artifacts Events 6 Tourism Museums Architecture Congresses, fairs, exhibitions etc. Entertain Archives ment Architecture 4 Tourism Cultural industry Heritage Secondary creative industry (experience Primary creative industryeconomy) (experience sectors 9 Sports economy) sectors 1 Visual art 8 Lifelong learning Cultural Cultural policy planning planning (with culture) 7 Media (of culture) 2 The Performance Cultural sector 5 3 Events 6 Tourism Architecture Creative Cities (by culture) 4 Cultural Heritage Municipalities marked with a green circle are partners in the project: “Cultural Identity , Cultural planning and mapping in the Oresund Region” Municipalities marked with a blue color are associated partners in the project Furesø Herlev København The Capital Region of Denmark Cultural mapping in Hillerød municipality using data from Statistics Denmark The creative industries in Hillerød Cultural Domain # of businesses Percentage 1 The Visual Arts 77 10,1% 2 Performance 3 0,4% 3 Events 13 1,7% 4 Cultural Heritage 3 0,4% 5 Tourism 63 8,2% 6 Architecture 33 4,3% 7 Media 8 1,0% 8 Lifelong Learning 55 7,2% 9 Sports 14 1,8% 10 Health and wellness 290 37,9% 11 Other 206 26,9% 765 100,0% Source: Statistics Denmark Cultural Mapping in Hillerød Municipality 2006 Developed by 1. The Visual Arts 1.1 The Visual Arts (sub-domains) 1.2 Film 1.3 Computer games 1.4 Internet 1.5 Handicrafts 1.6 Fashion 1.7 Photography 1.8 Design 1.9 Artists Kilde: Danmarks Statistik Cultural mapping in Hillerød Municipality 2006 Developed by Creative industries in Hillerød I The Visual Arts 77 Performance 3 Events 13 Cultural Heritage 3 63 Tourism 33 Architechure 8 Media Businesses 55 Lifelong Learning 14 290 Sports 206 Health and Wellness Other 0 100 200 300 Source: Statistics Denmark Cultural Mapping in Hillerød Municipality 2006 Developed by Creative industries in Gribskov I The Visual Arts 93 Performance 5 Events 11 Cultural Heritage 3 83 Tourism 12 Architechure 23 Media 48 Virksomheder Lifelong Learning 18 271 Sports 196 Health and Wellness Other 0 100 200 300 Source: Statistics Denmark Cultural mapping in Gribskov Municipality 2006 Developed by Bench-marking including three municipalities in the Oresund Region • Bench-markings of creative industries in Denmark on municipal level has not been accomplished before. • If you compare the distribution of creative businesses in Hillerød with e.g. Roskilde municipality, you will find a very homogenous distribution in the cultural domains (areas) of creative businesses in the two municipalities. • If you compare with Herlev Municipality you will find a slightly different distribution of businesses in cultural domains, e.g. The Visual Arts domain in Herlev is more extensive compared to other municipalities. On the other hand the Health and Wellness domain seems to be very much the same size in the three municipalities compared. •But also in Hillerød the mapping shows a significant amount of businesses within visual arts – as a matter of fact, much more than expected. This will now be further investigated and will influence the next business development strategy of the municipality. Source: Statistics Denmark Cultural mapping in Hillerød municipality 2006 Summary – Size of businesses • There is a lot of small companies in Hillerød with 1, 2-4 or 5-9 employees • Especially in the cultural domains: The Visual arts, Events and Architecture • The results from the Hillerød-mapping project is similar to conclusions from creative industries research projects in the UK where a lot of small companies in the creative industries are also to be found. All though these businesses might be small in size they are important because they often form a larger part of the “creative” end of the Value Chain – while the larger companies often are represented in the “sales and distribution” end of the Value Chain • This mapping project based on data from Statistics Denmark does, however, not take the Value Chain perspective into consideration all though it is crucial to public planning of optimal conditions for creative businesses. A further mapping of creative industries using the Value Chain perspective is necessary – e.g. by using a web-questionnaire. Source: Statistics Denmark Cultural mapping in Hillerød municipality 2006 Creative industries in Hillerød II The Visual Arts 10,1 % Performance 0,4 % Events 1,7 % Cultural Heritage 0,4 % Tourism 8,2 % Architecture 4,3 % Media 1 % Lifelong Learning 7,2 % Sports 1,8 % Health & Wellness 37,9 % Other 26,9 % Source: Statistics Denmark Cultural Mapping in Hillerød municipality 2006 Developed by Creative industries in Gribskov II The Visual Arts 12,2 % Performance 0,7 % Events 1,4 % Cultural Heritage 0,4 % Tourism 10,9 % Architeture 1,6 % Media 3 % Lifelong Learning 6,3 % Sports 2,4 % Health & Wellness 35,5 % Other 25,7 % Source: Statistics Denmark Cultural mapping Gribskov municipality 2006 Developed by Creative industries in Roskilde The Visual arts 11,1 % Performance 0,0 % Events 1,4% Cultural Heritage 0,6 % Tourism 8,5 % Architecture 2,9 % Media 1,3 % Lifelong Learning 7,2 % Sports 2,3 % Health & Wellness 38,7 % Other 25,8% Source: Statistics Denmark Cultural mapping in Roskilde municipality 2006 Developed by Creative industries in Herlev The Visual Arts 19 % Performance 1 % Events 2 % Cultural Heritage 0 % Tourism 7 % Architecture 2 % Media 3 % Lifelong Learning 6 % Sports 2 % Health & Wellness 37 % Other 21 % Source: Statistics Denmark Cultural mapping in Herlev municipality 2006 Developed by Virksomheder fordelt på kreative domæner Region Hovedstaden Cultural sub-domains Case: Visual art – distribution in cultural sub-domains based on response from web- questionnaire (Companies can choose more than one sub-domain) Computer Games 2% 4 Other Computer Games Film Fashion 7% 12 7% 2% Film The visual arts 4 19% Design Fashion 15% 28 Design 23 Photography 12 Handicrafts Photography 7 Drawing 13% Installation 17% Handicrafts 13 Sculpture Sculpture 7% 7% 31 Drawing Installation 37 The visual arts 4% 12 Other 0 5 10 15 20 25 30 35 40 SHIPS Distribution of Employment by Value Production Chain 2004 Distribution, Exchange and Consumption 20% Content Origination 49% Production and Reproduction 31% Cultural mapping