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CLUJ-NAPOCA CANDIDATE CITY FOR EUROPEAN CAPITAL OF CULTURE 2021 East of West

Cluj-Napoca embarked on the process leading to the European Capital of Culture application five years ago. It has been a complex and rewarding process. We are opening towards ourselves and towards Europe.

We invite artists and people across Europe to join us in an urban laboratory where our experiments and small- scale innovations are taken to a next level. The one where cultural vitality provides the grounds for a fulfilling life for all. Where public sphere is imagined and built through participation. A level where our assets - academic and artistic excellence, social innovation, a young population, a diverse culture and a vital economy - can be catalysed, through culture, to be a model for European urban living. Culture is our mean to heal, to connect and to grow. As a community, as a city, as Europe.

Emil Boc MAYOR OF CLUJ-NAPOCA CITY Introduction – General considerations 3

Introduction

0.1 Why does your city wish to take part in the competition for the title of European Capital of Culture?

Table of contents Cluj-Napoca has always been considered “the heart of Today we feel that our city is awakening, The community Transylvania” and, for the last 100 years, has also been one is more and more alive. We do not know if the past will not of the most important cities in Romania. We, its inhabitants, return, but we are determined to carry on. are multicultural not by choice, but - as in many other parts in Europe - by destiny. We have managed it, often visionary We look at ourselves with pride, but we also scrutinize each and courageous, under the pressures, dramas and tragedies other with fear - we don’t know yet whether we have fully of history. From the perspective of cohabitation - although succeeded. challenged by different, sometimes dramatic regimes and changes of ideology - the century spanning from 1918 to the What has united us, so far, is competing for the European Introduction – General considerations 3 present day is one of permanent and assiduous balancing. Capital of Culture title. It is the first challenge that we take on together and this helped us to get to know each other If you get close to the “soul of the city” you immediately better. Winning the title would be our first victory together 1. Contribution to the long-term strategy 10 discover that there is a Cluj of the Romanians, a Cluj of the which would confirm that we are a Europe in miniature, in the Hungarians, one of the Germans, one of the Roma, and one process of defining and reconstructing its identity. of the Jews; a Cluj of the elders and one of the youth; a Cluj 2. European dimension 21 of the students and one of the workers; a Cluj of the women We acknowledge that our process of identity reconstruction and one of the men; a Cluj of the central zone and one of is European and that the process of European identity the outskirts. Each of these communities builds up a tower reconstruction is ours, too. Acknowledging that big is small 3. Cultural and artistic content 31 of love for the city, ignoring the others, so that our Citadel is and small is big creates a place of osmosis, of mutual also a juxtaposition - sometimes litigious - of monuments of learning, of synergy, common experience, common memory. It belonging. creates a common vision of the future. 4. Capacity to deliver 45 Soon after 1989 we have discovered that the Romanian Examining ourselves in the mirror of the past and of the Revolution, though it liberated us from Communism, has not present, but thinking of our future incessantly, we have 5. Outreach 53 made us really free. We started seeking freedom, each on our realized that our common history is based on a genuine art own, ignoring that what we had to build was a collective of living together. We, Cluj-Napoca inhabitants, want to study freedom, a free community. We allowed ourselves to be this art thoroughly, to define it, to grasp and improve its acts, 6. Management 61 pushed into a competition for occupying the symbolic places, so that it might become a model - for us to keep and for into fear of the Other. Instead of a community, we have built a others to follow. For Europe, too. federation of communities. We want to further this model of coexistence. We woke up We are a candidate city for the European Capital of Culture and we do not want to fall back into our suspicion-induced title because we want to transform this federation into a sleep. And the European Capital of Culture title can be our “union” of Cluj-Napoca communities. pledge.

Ten years ago, a sociological analysis identifiedmistrust “Among human beings, if you annul the Other, you annul Additional information 79 as the virus that dismantled collective solidarity in Cluj- yourself”. (Constantin Noica – Romanian philosopher) Napoca. After 1990, each of the numerous groups built on vanity, instead of putting together a real community, has Out of respect for difference, we keep on emphasizing confirmed the diagnosis:our city was dead. A city in which what divided us, but we have found out together that these politeness took the place of genuine human relations and in differences may engender unexpected harmonies, beneficial which, perhaps, only rascals were capable of working together. for everybody. We wish to find balance, to avoid uniformity as Our indifference has killed this wonderful Transylvanian city. a risk of losing identity.

In the last decade, our way of thinking has undergone a We want to become a community of equals. significant transformation. Citizens have felt that the city is falling out of step with history and is isolating itself. Introduction – General considerations 5

The time has come to be bold together! all recognize because it addresses the Human; that is why it has been assimilated naturally, as one of the long-term Founded as a Roman colony in the 2nd century A.D., ransacked strategic priorities of the city. by the Tatar invasion of the 13th, sieged and conquered in the 15th, burned to the ground in the 17th and stricken by the With its international resonance and network of activities, plague one hundred years later, our city was constantly reborn the title of European Capital of Culture is not a mere chance, and remodelled due to very diverse populations. They each but a rare opportunity to activate our cultural potential and added their own bricks to the visible and invisible walls of mobilize the entire community. For the first time in recent the city. history, all political parties in the city have joined hands in a common project. This one. For the first time, due to Today, alongside the Romanian majority, the Hungarian this candidature, the representatives of different religious ethnics represent 15,8% of the city’s population, but there denominations might pray together. More than 300 cultural are also significant Roma, German and Jewish communities. In operators have contributed to the elaboration of the long- the city centre, within a one kilometre radius, there soar the term strategy of the municipality. churches and cathedrals spires of six Christian denominations (Orthodox, Greek-Catholic, Roman-Catholic, Reformed, The concept of our application, East of West, speaks Unitarian and Lutheran), plus a synagogue. This is unique in about this rediscovery of self and the awakening of a new Europe. consciousness. About the bridges that you can build towards the others. History sends us a paradoxical message: the name Our diversity is an infinite source of positive energy. These of Cluj comes from the Latin [Castrum] clus, which means communities - separated by language, religion, wealth or “closed space”, but the historical symbol of the city is a raised education - are learning, through the agency of culture, how fortress gate. We want to show foreigners, friends and all those interested, openness to the world of the tens of thousands of young to communicate and understand one another. what the struggle of a community that wants to rediscover people studying here, an extra chance of maintaining a well- We desire to be a European Capital of Culture to open itself means. balanced, optimistic atmosphere. It is through them that the We think the time has come to tell Europe our story, so that, ourselves not only outwards, by welcoming the foreigners city is always young and has bold plans and projects for the together, we might find new solutions. For us, for Europe and who visit us, but also inwards, towards ourselves, to be able In the past, Cluj-Napoca was known as the treasure-city of future. together with Europe. to tell Europe what we have learned about one another, for Transylvania. Today we all believe that, in fact, it is the people Europe to see itself reflected in our diversity. who are the great treasure. But the status of being a secular university city alone does Culture is the most powerful story we can tell together. not resolve our problem of integrating tens of thousands of Although differently understood, culture is the value that we This is our vision. We want to tell Europe our story, from which we all can learn, Romanian and foreign students who study and live in our because it is a story about the European construction. About community. Despite their love for Cluj-Napoca, many young people who are rebuilding the city from their souls, tearing people are obliged to look elsewhere for their future. That is 0.2 Does your city plan to involve its surrounding area? Explain this choice. down the walls that separate them. why we need this title even more - to discuss openly and to find, through culture, solutions to keep them home and bring We are a community which is about to put aside the moments them back home. Our bid is a city application, but a networked one, because when we would turn our backs one to the other. We no longer the spirit of Cluj-Napoca cannot be separated from the want to speak the language of mistrust, but the language of Our city is awakening and we want to stay awake. We Cluj County and the Transylvanian way of living. Just as our culture. want our attachment to Cluj-Napoca to be not an illusion, but emotional liaisons, the cultural programme we’ve conceived a reality to which we all contributed. for 2021 cannot be stopped at the city exit signs. So our We need a common foundation, stronger than the hardships bid also includes projects to be implemented within a 60 Cluj County of history, a foundation on which we can build long-lasting Thus our bid is an invitation addressed to the citizens of kilometers radius outside Cluj-Napoca. trust and enhance the mechanism of unity in diversity, as well Europe to take part and get involved in the complex process as the art of living together. This is the reason why we want of mutual discovery and recognition, within this “home under The cultural tiles of the city organically overlap with the ones to be a European Capital of Culture. perpetual construction”, within the urban laboratory called of this metropolitan area, covering a 450.000 base population. Cluj-Napoca. Zooming out to the county level, we reach a total of 691.000 We need a common experience upon which we’d build our inhabitants and we rely on them to keep our cultural flow in common story, our common grand narrative. This can be "I see Cluj as a huge crowd of people travelling towards motion. nothing else but our own identity project. In the mirror of the Cluj. An endless journey, for this city is like a spherical title we see, recognize and acknowledge our own selves in mirror. I don’t think anyone actually got here. I know For this goal we can also rely on the Cluj County Council, relation with the Other. people whose families have lived here for generations which is a founding member of the Association that has and who are still in search for Cluj. They are still happily prepared this application. The Cluj County Council provides This experience shall enable us to construct a common wandering through the always misleading hypostases of the necessary logistical and financial support for running the collective memory, without which there can be no identity. the city, each the slave of a different illusion."(Ion Mureșan, programme in all the towns, villages and venues involved in The title will help us build it. We need a history of the city as the City from the Mirror, in the anthology Cluj in words, this partnership. a whole. It is only cultural Cluj than can ensure this integrity. 2008). As a university city, Cluj-Napoca has, due to the youth and 6 Introduction – General considerations Introduction – General considerations 7

0.3 Explain briefly the overall cultural profile of your city. It is in close relation to this artistic hub that the city earned its nomination as one of the “Twelve Art Cities of the Future. In Romania and in South-Eastern Europe, Cluj-Napoca is a prominent city, with a multifaceted cultural profile. 21st-Century Avant-Gardes” (Phaidon, 2013).

Established as a Roman settlement, later as a fortress of Cluj-Napoca has a Gothic Catholic church from the fourteenth Leading international galleries and museums – including German influences, the city developed into a flourishing century and is the only city in Romania where a Christian Centre Pompidou and MOMA San Francisco – feature artists town during the Middle Ages and was reshaped in baroque denomination recognized worldwide was founded - that belong to the so called “Cluj School of Painting”: Adrian style during the 18th century. It has the vocation of a Unitarianism (16th century). Cluj-Napoca welcomed the Jews Ghenie – the world’s bestselling artist under 40 years old in Central-European cultural space, with many of its present in early seventeenth century, allowing them to practise their 2014, Ciprian Mureșan, Victor Man, Șerban Savu, a.o cultural landmarks being built during the Austro-Hungarian religion and commercial activities. Empire. Before the 1918 Union our city has been known Cluj-Napoca is an eventful city, with a fast growing number as the Transylvanian city least accessible for Romanians. Public schooling has existed here for over 600 years. The first of artistic events. In 2014 there were more than 1.500 Despite their significant number, Romanians were accepted higher education institution was founded by the Jesuits at cultural events in the city. To complete a rich cultural intra muros (within the walls) only starting with the 19th the end of the sixteenth century. The first Romanian school agenda, over 100 festivals bring annually events of theatre, century when their rights were still limited and there were dates back to 1853 and a “multicultural” university - as literature, dance, music, visual arts, both traditional and few chances of emancipation. During the interwar period, they say today – with courses in Romanian, Hungarian and contemporary. Transilvania International Film Festival Romanians added new landmarks to the city, thus securing German has been functioning here since 1872. In the early (TIFF) is one of the most prominent film award and festivals its cosmopolite structure and trying to reduce ethnic or any twentieth century, the pioneer of Cluj film production, Jenö outnumbering employment contracts. Too often in Cluj- in Eastern Europe, its presence in the city for the last 14 other type of differences. Modernism and social-realism add a Jánovics, starred or helped making over 60 fiction films, 32 Napoca the artist is expected to work without a fee. years shaping both audience preferences and professional specific touch to an urban landscape that is mainly eclectic at of which were directed by him. In 1919, the King Ferdinand I choices. TIFF joined the elite club of festivals accredited by its centre and post-industrial at its peripheries. University is established and during the interwar period here With a theatrical tradition dating back to 1792, the city hosts the International Federation of Film Producers’ Associations studied or taught personalities who have made outstanding four performing arts institutions of national interest: The (FIAPF), endorsement which places it among the 40 most As any major European city, Cluj-Napoca is defined by several contributions to the advancement of science and in Europe: National Theatre and the National Opera, The Hungarian important festivals in the world. Comedy Cluj Film Festival layers of civilization, but the failure to recognize its own Emil Racoviță, Lucian Blaga, Constantin Daicoviciu, Hermann Theatre and the Hungarian Opera. The four institutions was born seven years ago and nowadays it is considered one history as a whole is a local specialty. In a city whose culture, Oberth, Petre Sergescu and others. operate in two buildings, one dedicated to the Romanian of the most representative comedy film festivals in Europe. traditions, daily rituals and everyday language are shaped language theatre and opera, and the other to the Hungarian Thereby, Cluj-Napoca has now the largest film audience in the by Romanians, Hungarians, Germans, Jews and Roma, as well In the twentieth century, the city goes through historical and language drama works. This reality reflects on the one hand country and it is steadily developing into a hotspot for film as by different religions, the public discourse has constantly cultural experiences specific to the whole Central and Eastern that the two main local cultures are alive and productive and, production. A regional film fund is about to be born aiming minimised from ideological reasons, the contribution that Europe, including here artistic trends of the era, but also the on the other hand, that they have developed distinct artistic to transform Cluj in a major production centre in Eastern one or another of these cultures have had to its history. tragedies of war, then the communist regime and then the practices. Europe, attracting foreign and Romanian producers and transition to democracy. developing local resources and professionals.The city has a To understand the cultural identity of our city, we first need a Representative of the cultural profile of the city are also good cinematographic infrastructure compared to the rest of little history. The name Napoca appears on a milestone from Turning to the present, Cluj-Napoca is the second university institutions such as the Transylvania State Philharmonic, the the country – four refurbished cinema halls and two multiplex 108 A.D., after the conquest of Dacia by the Romans. In 180, centre in Romania: we have 11 universities and an estimate Puck Puppet Theatre, the Art Museum, the National History spaces with a total of 24 cinema halls. Yet four other old the philosopher-emperor Marcus Aurelius raised Napoca to of 80.000 students. It is to this university tradition and multi- Museum of Transylvania and the Transylvanian Museum of cinema halls are currently either too run down or converted the rank of colonia. It was a prosperous place for the next 100 ethnic background that we owe such a rich and dynamic Ethnography - including a spectacular open air ethnographic to non-artistic use. years until the Roman withdrawal. cultural life. With respect to cultural vitality, we are second park besides its indoor collection. only to Bucharest – which is six times larger in terms of The public space, closed for cultural events before 2006, In the ninth and tenth centuries, the Hungarians defeated population. National History Museum of Transylvania has been closed has become in the last five years the stage for hundreds of and added to their kingdom the principalities formed in this to the public for the last six years due to litigations. The Art concerts, festivals, artistic interventions. The Cluj-Napoca region. The former Roman colonia was re-born with the arrival The cultural scene, as everywhere in Eastern Europe, is Museum is currently confronted with space problems - the Days, the Hungarian Cultural Days, the Visible City, Colours of of German settlers in the twelfth and thirteenth centuries - defined by two distinct worlds: the public sector and the building was retroceded to its former owners. Retrocession Cluj, Photo Romania Festival and the Urban Stage are just a documented for the first time under the name of Castrum Clus independent scene. Public institutions are mostly focused of buildings abusively taken into state ownership during the few of them. (“closed space”) - and received the status of a free royal city in on traditional culture. They face problems related to old or communist regime has been a long and painful process here the beginning of the fourteenth century. obsolete infrastructure and rigid management models. The in our city and in Romania, as elsewhere in Europe’s former In a place that is predominantly young and active, music independent sector, on the other hand, although very active, communist countries. As a result, there are a lot of heritage festivals – Jazz in the Park, Untold Festival, Electric Castle, lacks stable support and is constantly set on a survival mode. buildings left in decay due to unclear legal status. Mioritmic, Delahoya, Transilvania Jazz Festival - took over the city and gave back vitality to the streets that used to be so Each year around 2.000 students graduate in Cluj-Napoca Romania’s first and biggest reconversion project of an quiet during summer holidays. Electric Castle, an electronic from art universities – the University of Art and Design, the industrial space into an arts centre, Fabrica de Pensule music festival organised in a castle from Bonţida village, 40 Gheorghe Dima Music Academy or art departments – Faculty (Paintbrush Factory), was born in Cluj-Napoca in 2009, as kilometres from the city, has become in just three years one of Theatre and Television, Faculty of Letters, Faculty of Art a collective independent initiative of more than 60 artists of biggest festivals in the country, attracting an audience History of Babeș-Bolyai University and the Faculty of Film and and organisations. The space hosts seven galleries, two of 97.000 people. Born in 2015 as a flagship project of the Media of the Sapientia University. performing arts spaces, a library and about 30 artist studios European Youth Capital, Untold Festival reached an audience - all focused on contemporary art and socially engaged of 240.000 people, including 15% foreign visitors. But culture is one of the most precarious fields, due to low practices. salaries, consent to work overtime and temporary contracts 8 Introduction – General considerations Introduction – General considerations 9

New festivals and open air events have boomed in the recent A major contribution to increasing international presence in enjoy just sitting on a wooden bench in front of our block of These cultural spaces of reconnection can develop into spaces years, some of them failing to make it to their second edition. Cluj-Napoca comes from the seven foreign cultural centres flats, like our grandparents in the evenings, just staring at of cross-contamination and co-creation, which ultimately In a city that lacked a cultural policy for years, the enthusiasm and 17 foreign language libraries and language course people passing by on their village alley. can render obsolete (some of) our false and power-laden for open spaces and large audiences has reached a peak that centres active in the city. The countries with which the Cluj dichotomies since cultures don’t oppose each other. Cultures may endanger the balance between offer and demand, high art scene has the most collaborations are Germany, France, The concept of our bid, East of West, says that we are as complement each other. And most importantly: cultural artistic quality and entertainment, support for new artistic Hungary, the UK and the US. The European cities we mostly much a cosmopolitan and Western city in the East as we are a empowerment connects to social empowerment, which is the production and showcase. Furthermore, financial support, connect to culturally are Budapest, Berlin and Paris. mid-size provincial Eastern city in the West. main driver of change. from both public and corporate sources, slides towards the This is how cultural processes can catalyze social “visible” events, to the detriment of those initiatives that Besides culture, creativity and university, the other main We have to ask ourselves: where do West and East meet in transformation. This is how East and West can be taught to are critical, experimental, niche oriented or that focus on factor for the profile of Cluj-Napoca isparticipation. Europe? When does a territorial border influence a mental listen to each other again. And ultimately to reconcile. education and disadvantaged publics. Grassroots movements are visible all over the city, improving bias? How does a Western European perceive an Eastern the life of the vulnerable, piloting models of sustainable European and vice versa? Is it mainly a matter of post-war East of West is about the citizens of Cluj. The most prominent 45 cultural institutions and living and helping the shaping of urban policies. The largest separation, an Iron Curtain poverty division, or is it something Cluj-Napoca boasts one of the most powerful socially organisations in the city address annually an audience of 1.3 civil movement in Romania this decade is the Save Roșia more, caused by deeper roots, such as our persistent collisions committed art and culture scenes in Romania. This will be million people and mobilise about 18 m euros (2014) for Montană campaign (eco/civil-movement against cyanide and contacts with the Orient? the backbone of our European Capital of Culture programme: cultural activities in the city. exploitation of gold resources), which was started and citizens belonging to different cultures will connect to create coordinated from Cluj-Napoca, mobilising during the recent By calling our concept East of West, and not West of East - as new forms of cultural expression. Cultural industries are growing fast, especially in software years hundreds of thousands of people in actions aimed at many would have expected -, we challenge the clichés about and computer games, augmented reality, mapping and GIS protecting the environment. this region, but with humour. We’re not interested in shaping East of West fosters excellence. (Geographic Information System). While IT attracts capital and new ideologies. Our concept encourages research inside existing artistic or employs a large number of young people (mainly graduates More than 2.000 NGOs are active in Cluj-Napoca. Remarkable cultural currents. For instance, the programme will build upon of the Cluj-Napoca universities), the other high performing initiatives such as The Community Foundation, The East of West is our mission to make the Eastern ways “Şcoala de pictură de la Cluj” – The Cluj School of Painting, segments of the creative sector - design, photo-video, Association for Community Relations, Youth Bank, TEDx or better known and understood. That means researching and one of the internationally acclaimed artistic phenomena that publishing and translations, architecture and fashion – are Critical Mass highly contribute to shaping Cluj-Napoca as an showcasing East-European culture, our specific models emerged from our city in the past decade. less able to sustain long-term employment and to offer active, free spirited and self-determined community. Moreover, of living, our unique resilience and capacity to deal with attractive salaries. Large numbers of humanities’ graduates Cluj-Napoca is currently piloting participatory budgeting, a unpredictable times and environments. East of West is interdisciplinary. have difficulties in finding a job, most of the art students premiere in Romania and still a pioneering process in Europe. By connecting a wide range of different practices, the get employed in service-based jobs and only a few of them Sociologist Paul Watzlawick analysed with humor (in his concept encourages critical thinking, reform and innovation – persist in or have the chance to continue an artistic career. Yet, this is far from being a society that agrees on its core best-seller The Situation is Hopeless but not Serious. The fostering emerging forms of multi- and interdisciplinary art. values and priorities. Large segments of society remain Pursuit of Unhappiness) the “densest area in the world of The city has a European vocation, with high mobility rates almost disconnected: the business and cultural sectors have absurd attitudes: the former Habsburg Empire”, composed East of West is inclusive. and good international cooperation. 38% of the cultural little or no links, public institutions and private initiatives of a plethora of cultures so different that no common sense Our concept is relevant not only to the art world, but also activities have an international dimension and 45% have a rarely work together, academic research is only loosely tied to solution to a problem could ever be hoped for. Inhabitants to society itself. It enables the programme to actively seek national outreach. However, the European connections mainly local topics. of this paradoxical area know that life is hopeless, but not connection of disadvantaged or marginalized people to the translate into short-time exchanges: 37% of the events serious, therefore they seem to be unable to tackle the cultural phenomena. involve international artists, but only 5% showcase local The dominant perception of culture in Cluj-Napoca is still simplest possible issues while they still solve the impossible artists and initiatives abroad, and no more than 4% take the that of a sector of the elites, having little or no relation to ones with stunning ease, the absurd being their everyday East of West is collaborative. form of co-productions. the everyday life. The new paradigm of culture as a factor of bread. Co-producing with our national and European partners will social transformation and urban renewal is still a pioneering create quality events to articulate European identity, but act. East of West also voices our programme’s goal to create a also problematize different modes of cultural production. frame for dialogue with EU’s Eastern neighbours (Ukraine and The Interferences International Festival run by the Moldova) and with the Balkan countries which hope for a new Hungarian Theatre is a world-renowned example for our city’s 0.4 Explain the concept of the programme which would be launched if the city is EU enlargement. We also plan to further the opportunity of participation in the European scene. designated as European Capital of Culture. sharing the title year with a city from Greece by contributing to the wider, ongoing European dialogue on re-articulating East of West is scalable. European identity. Our concept is flexible enough to work at all levels, starting Cluj-Napoca is a dual city, like Janus Bifrons – the two-faced through three distinctive époques: the interwar exuberance, from the level of the individual all the way up through micro god; one looking forward and the other looking backwards. the working class “boost” during the communist period and - East of West means that, living on this symbolic frontier, community, city and regional levels, enabling us to challenge The god of open gates, of rites of passage and transit after 1989 - the connection with the third millennium defined we need to redefine our collective identity through the and enrich our cultures. phenomena may be seen as a symbol of Cluj-Napoca - a city by a double attitude: nostalgia for the past with “retro” empowering confluence of our cultural differences. placed at the crossroads of East and West, both geographically gestures reaching back to Old Europe, and a decisive, daring East of West is European. and culturally/mentally. Those who come from the East first bet on the new. As a model for any unlikely dialogue, we can create spaces Europe, just like us, needs new models of civic engagement, notice the atmosphere of an “imperial” city – specific to all the of contact between the Janus-faced realities of our city: cohabitation and collaboration. By co-producing our cities that have been under the Habsburg sovereignty. Those In Romania, Cluj-Napoca is probably the most Western- Romanians and Hungarians, Orthodox and Catholic believers, programme with Europe we ensure that questioning who come from the West acknowledge the western patina of like city, in terms of openness, cultural vitality and citizen students and workers, the centre and the outskirts, pragmatic European identity comes through as an overarching theme of the city, but also the common growth and reshaping brought behaviour. But still we’re Easterners. For instance, we still businessmen and idealistic art makers. our concept. by the one hundred years of Romanian administration passing know better than the mechanic how to fix a car and we still Contribution to the long-term strategy 11

Strategic Priorities Measures/Operational Programmes 1. Increasing access to culture/audience Integrated plan for audience development and cultural education development Access to Culture – City Card, Cultural Voucher Activating cultural spaces in the periphery 2. Strengthening the cultural sector Grant Programme Raising the local budget allocation for culture and youth projects from 0,6% of the city budget in 2013 to 3% in 2020 Percent-for-Art/Fund for Public Art City Cultural Calendar Statistic Observatory - Research on culture and cultural participation 3. Encouraging new artistic production Grant Programme, Artist-in-Residence scheme, Mobility Grants Programme for Excellence in Contemporary Arts - Research, Archive, European Centre for Contemporary Arts 4. Increasing European and international Artist-in-Residence scheme, Mobility Grants cooperation in the sector Fund for International Co-Production 5. Increasing cooperation between culture Platform for Cross-Sector Cooperation, Platform for cooperation with the economic sector - Networking Sessions, and other sectors Conference, Award Cooperation projects: City Card, Cultural Voucher, Percent-for-Art, InJoy Fund 1. 6. Developing cultural infrastructure and Cultural Infrastructure Management – access to city-owned venues, rehabilitation and opening of new spaces for Contribution to the long-term strategy ensuring protection of heritage culture (Firemen Tower) Cultural Infrastructure Development - European Centre for Contemporary Arts, Transylvania Cultural Centre 1.1 Describe the cultural strategy that is in place in your city at the time of the Rehabilitation and protection of material and immaterial heritage application, as well as the city’s plans to strengthen the capacity of the cultural 7. Ensuring professional development of Training sessions and support in developing institutional strategies / Integrated plan for access to culture and and creative sectors, including through the development of long term links cultural workers audience development between these sectors and the economic and social sectors in your city. What Grant Programme, Artist-in-Residence Scheme, Mobility Grants for local artists/cultural workers to participate in are the plans for sustaining the cultural activities beyond the year of the title? international events 8. Developing a culture of public space use Guide for Organisers of Events in Public Space The current Development Strategy of Cluj-Napoca was Furthermore, mobilizing culture for urban and social Percent-for-Art/Fund for Public Art elaborated in 2013 for the 2014-2020 period, to match with transformation is one of the strategic directions that the city 9. Improving city cultural communication Integrated City Communication System the European Union Programming timeframe. Its vision is prioritizes in its long term policy document. formulated for the 2027 horizon, ensuring the continuity of its main directions. Of the 25 chapters of the strategy two are dedicated to It is noteworthy that some of the measures are already being Two other distinct chapters of the City Strategy – one culture and creativity: The Cultural Strategy and the Strategy implemented. The first version of theCity Calendar (an dedicated to Cinema industry and the other to Information Unlike most of today’s cities that build their strategies based for Creative Industries. online system which aims to become a complete agenda of and Communications Technology (ICT) - are setting on the work of a small expert group, in Cluj-Napoca the cultural events in the city and a planning tool for venues and milestones for the development of Cluj-Napoca as a hub for new strategy was the coordinated effort of over 300 local In line with the strategic choices of Europe’s dynamic cities, public spaces) was launched in 2015 - on the occasion of the creative industries through: experts. This is because the city acknowledges the vast and the key concept brought forward by the Cultural Strategy as Cluj-Napoca 2015 European Youth Capital. A new Integrated local expertise, in its universities, companies and third sector an overarching priority is that culture has the potential to be City Communication System (display panels, totems, digital 1. Regional Fund for film productionwithin the Regional initiatives. one of the city’s main catalysts for development, in terms urban screens, signs) has been adopted following a public Centre for Excellence in Creative Industries (CREIC) of social, urban and economic progress. This is the base for space design competition - and is currently in implementation. The general strategy is built on three pillars: Innovation, a strong connection between the cultural sector and other And, most importantly during the last two years the annual 2. Cluj Innovation City - a project targeting the eco-social University and Participation, which are the key strategic areas such as urban planning/architecture, social inclusion, city budget for culture was increased by 1.54 m euros (from development, based on research and innovation in four factors for the city’s development. Defining its profile education and youth, participation and local economic 1.26 m euros in 2013 to 2.8 m euros in 2015). directions: biotechnology, IT, health, sustainable energy and through these key strategic factors, the city’s aspirations are development. environment. comparable to mid-size European cities like Graz, Linz, Karlovy The Strategy for the Creative Industries is based on the Vary, or Szeged, that are similar by being dynamic cities, with Nine strategic priorities have been identified, strengthening concept of Smarter City, envisioning the future welfare of To sum up, through its long term strategy, the city of Cluj- strong universities, cultural and creative sectors and civil the cultural sector being among the highest ranking priorities the city in close relation to with the creativity not only of its Napoca has committed itself to making better use of culture society. in the Cultural Strategy. Since the European Capital of Culture business and creative class but also of its citizens. This goes and creativity to improve welfare and cooperation among title is aimed for the year 2021, the end term of the current one step further than the Smart City concept: it aims for its citizens and raise its international profile. To this view a Culture is seen as a transversal value, this being strategy, the ECoC is a stepping stone between the city’s the co-created city. The strategy is thus rethinking creativity stronger cultural sector, a vibrant cultural life and cultural acknowledged in the very Vision of the city: “By its dynamic current cultural status and the vision aimed at in the long run. and innovation – key concepts of creative industries – in participation are directly supported by the set-up policies. and vibrant cultural life supportive of experimentation Operational Programmes provided by the Cultural Strategy terms of urbanity and the social realm, providing measures The European Capital of Culture is seen as a catalyst for these and participation, Cluj-Napoca will become a European are process-based, incremental frameworks (eg Percent-for- to transform the city into a living urban laboratory. The processes and all the projects within the bid are channels for cultural landmark. Culture will be a transversal factor in Art, City Card, Cultural Voucher), thus guaranteeing the experimental and social creativity drive of the projects the city’s long term vision. community organizing, becoming the motor of social continuous support of the municipality for the cultural sector included in the Explore and Activate programme lines of the transformation and urban regeneration.” beyond the ECoC year. ECoC bid are serving the goal of Cluj-Napoca to become an urban laboratory. 12 Contribution to the long-term strategy Contribution to the long-term strategy 13

1.2 How is the European Capital of Culture action included in this strategy? such as European Green Capital, Intercultural City, Special into the desired development direction. ECoC is the ONE city Olympics. project that has the potential to mobilize citizens, culture, business, academia and politics alike, to make them thrive The project is seen as a potential turning point, generating and co-create, to sparkle new connections and synergies both Becoming a European Capital of Culture is one of the ways ƒƒ names the ECoC programme’s objectives and specifies the necessary critical mass for the city to take a distinct turn towards ourselves as a community and towards Europe. in which we plan to achieve (part of) the city’s long-term that these objectives are tightly connected to the vision: “Cluj-Napoca will be defined as a European city, directions that the city is committed to by the actual the historic centre of Transylvania, a community with strategy; a unique intercultural character. Cluj-Napoca will be a ƒƒ acknowledges the collective effort in developing the 1.3 If your city is awarded the title of European Capital of Culture, what do you network of interconnected communities, a laboratory for actions proposed in the bid, thus recommending that think would be the long-term cultural, social and economic impact on the city social creativity, a city with young spirit, equally friendly its flagship projects be included in the city portfolio of (including in terms of urban development)? and responsible.” It is to this vision that the East of West priority projects; concept of our ECoC bid is contributing. ƒƒ names the key sectors that the ECoC programme foresees participation from and impact on, besides Culture and Culturally, we will see an increase in cultural education With the help of the Com’on Cluj-Napoca, InJoy Fund By defining a long-term vision (2027), although the current Creative Industries: youth, education, participation, and in the quality of the cultural output. New curatorial for community projects and Open Academy of Change strategy is designed for the 2014-2020 period, continuity of tourism, research and innovation, economy, architecture programmes and new productions, such as art in public we create opportunities for micro communities to take the the principles that the current cultural policies and the ECoC and urbanism, city marketing, social inclusion, spaces, will strengthen the citizen-city relationship. Tens initiative to transform their neighbourhoods into better living bid provide is guaranteed for the next strategy period 2021- philanthropy, IT and international relations. of thousands of our people will be getting in touch, for the places. Furthermore, our Volunteer Programme involves 2027. first time in their lives, with performers and performances thousands of local and European citizens to experience and The dedicated chapter also provides that connection they would never imagine existing. Cluj-Napoca will become co-create our European urban laboratory. The European Capital of Culture action is listed in the between the current Cultural Strategy and the Cultural a melting-pot for culture and art. The ECoC project is not strategy as one of the strategic projects, being one of the Strategy for 2021-2027 especially with regard to the key only for its inhabitants, but also for the whole region of Implementing the complex and highly networked ECoC few initiatives that foster the interest and energy of almost components of the ECoC bid is maintained. To this view, the Transylvania and Romania. programme, the European profile of the city will rise, gaining all sectors in the city’s life. It is also one of the transversal document establishes a monitoring mechanism based on acknowledgement for its culture and vitality and attracting themes of the Cultural strategy, signifying that the projects a Statistical Observatory allowing a longitudinal analysis Due to the ECoC title, our city will have its own European more visitors. The ECoC year will also help us to better in the ECoC Programme are in synergy with the measures of of data related to cultural participation and development of Centre for Contemporary Arts, expanding the path opened articulate our European citizenship. One of the major stakes the strategy. the cultural sector and creative industries in Cluj-Napoca. It by the Cluj School of Painting. The research and exhibition of our bid is creating new models of European identity and also foresees that a group of experts will meet annually to programme of the centre as well as the performing arts citizenship. The City Development Strategy 2014-2020 includes a special monitor the progress in implementing the strategy and to programme, based on co-production and European mobility chapter dedicated to the European Capital of Culture action decide on updating its measures in relation to developments of artworks and artists, directly contribute to enriching the In terms of urban and economic development, the ECoC that: in the cultural, economic and social areas, including such European contemporary art space. They also help raise the programme helps the city to maximise its use of creativity ƒƒ nominates the ECoC action as a priority project of the city events as winning the European Capital of Culture title or profile of the Eastern European cultural scene. and innovation. The regeneration planned for along the for the 2014-2027 period; adhering to other European and international programmes river Someș will be one of the most important changes in The relationship between our city and Europe will be defined terms of urban development: by turning the face of the city by a higher quality international exchange (guest exhibitions, towards the water significant opportunities are generated for artists-in-residence, co-productions) and cultural diplomacy. improved transport, green areas, sport and leisure facilities. Regarding our citizens, we expect better understanding and assuming of European values, improved language skills Cluj Media City, our creative industries project, supports and increasing memberships in wide European cultural or start-up initiatives in design, new media and film production. voluntary networks. It also supports interdisciplinary projects leading to innovation and development of new services, which the IT Socially, the core mechanism of the Cluj-Napoca bid is social sector needs in order to shift from an outsourcing sector to a empowerment through cultural empowerment. Our sustainable industry. vision speaks of creating a new type of sociality, based on the inclusion of the underprivileged, people with special needs The new or rehabilitated hard infrastructure will facilitate the and minorities. We stimulate our ethnic groups to create cultural programming of the city. This also means a special common projects, by proposing an Intercultural Platform. focus on the soft infrastructure – networks of creativity, innovation and knowledge. Hosting international events Our program will trigger inclusion processes that will lead (exhibitions, concerts, conferences, festivals, shows etc.) to sustainable solutions for some of the problems of the will also increase the overall economic impact of the ECoC Roma community: adult and children education programmes, programme. Last but not least, tourism and tourist services training, civic involvement. These processes will increase will increase. mutual trust between stakeholders: the Roma communities, authorities, the educational system, the business environment, NGOs. 14 Contribution to the long-term strategy Contribution to the long-term strategy 15

ƒƒ Eurobarometer – European Commission, DG COMM, (1) Considering production evaluation is more straightforward 1.4 Describe your plans for monitoring and evaluating the impact of the title on conducted twice each year to grasp and parameterize. Existing European methodologies your city and for disseminating the results of the evaluation. ƒƒ Public Opinion Barometers in Romania – released by - European Capitals of Culture (ECoC) 2020-2033, different research institutes Guidelines for the cities’ own evaluations of the results ƒƒ Data provided by the National Institute for Statistics of each ECoC and An international framework of good “Non scholae sed vitae discimus”. Will concrete objectives and milestones practice in research and delivery of the European Capital between the designation and the year of the of Culture programme - serve as a productive starting point We learn for life, not for school – says a famous quote, and title be included in your evaluation plan? for our evaluation. the same holds for our European Capital of Culture bid: it needs to encompass citizenship and urbanity in their fullest (2) Regarding innovation (prototyping new cultural and social sense. 2016 Assemble team of experts. action) we first note that there is no standard for measuring Recorrelate with long-term strategic city development plans. innovation capacity and performance, not even in “pure” Our Cluj-Napoca ECoC project is a process of social Contact Greek and third country ECoC winner. academic contexts. Returning again to the “non scholae empowerment through cultural empowerment. To structure Build baseline indicator set. sed vitae discimus”, measuring school (ECoC) performance our approach, we developed a theory of change called WEAST 2017 Recruit survey staff, undertake evaluation. apart from life (Cluj-Napoca) performance can become a (that implies five phases to produce community change, which Produce first analysis (Ex-Ante Evaluation Report). challenging task. Taking into consideration that the Open are also our five programme lines) and anOpen Academy of 2018 Annual measurement of core indicators. Academy of Change itself is immersed in the urban laboratory Change as the network of knowledge and interaction needed Match analysis targets against ECoC process, compare to other ECoC of Cluj-Napoca, in what conditions the emergence of a new for this to happen. city experiences, adjust plans. form of cultural expression happening in the city in the ECoC Publish findings (academic, cultural operator, citizen levels), year can be attributed to the ECoC process? If we could compare the Open Academy to a school – and conference – Formative Evaluation Report I. What sort of information will you track and more, it is also an open laboratory rooted in the very life of 2019 Annual measurement of core indicators. monitor? These questions are not easy to answer and need to be taken the city where new models of citizenship and participation Review development/changes, produce 2021 forecasts, adjust plans, into consideration in constructing the indicator set and the are developed – these processes would constitute our make recommendations for action. In setting up the assessment and evaluation logic of the evaluation methodology. learning. But then - following the distinction made by the Annual measurement of core indicators. Cluj-Napoca ECoC process we need to return once more to Latin quote – everything we do we do for life, not for school, 2020 Set up resources and system to measure the 2021 ECoC process. the „non scholae sed vitae discimus”. The Open Academy As a final consideration, due to the high variety of individual and we are facing the question: where does school stop and Produce and publish progress analysis, conference - Formative of Change is our main metaphor of a school embedded in and micro social experience (the focus of our ECoC bid) we life start – that is, where do we draw the line between the Evaluation Report II. the city’s life. Then the WEAST programming logic is the found quantitative data could be insufficient to grasp the ECoC process and the overall city life? Are accountability and 2021 Carry out extensive surveys throughout the year. curriculum of the Academy and the activities done in the specificities of our process. As a consequence evaluation will responsibility the limits of our action? How do we tell the Produce and publish preliminary results, press conference, by urban laboratory of the city constitute the learning process be carried out using a hybrid model between qualitative and impact of our action in the context of all the other up and November 2021. itself. quantitative approaches. running development processes of the city? Then, how do 2022 Produce final reports by September 2022. we define and measure success and failure? These were key Communicate findings with stakeholders (academic, cultural, citizen) The Cluj-Napoca ECoC bid is focusing on change - by boosting Quantitative data will be collected through surveys based on questions we kept in mind when designing the evaluation - dissemination conference. existing and developing new models of cultural and social questionnaires and interviews, data provided by institutional and monitoring system to assess our contribution to the 2026 Produce and publish impact evaluation, conference. action. As a consequence with the Open Academy we need actors (cultural organisations and institutions, tourism development of Cluj-Napoca. to emphasize both its production capacity (e.g cultural and and travel companies, public administration, a. o.), media social production) and its innovation capacity (e.g. cultural monitoring, public opinion polls and barometers, and a local Who will carry out the evaluation? What baseline studies or surveys - if any - and social innovation). The design of the assessment system to count and differentiate audience groups based on will you intend to use? framework needs to take into account both of these processes bracelets of different colours and access cards. The Cultural The evaluation of the impact of the ECoC programme is based in order to produce a nuanced assessment of our ECoC Strategy provides that a Statistic Observatory is set up, with on a strategy combining external and internal evaluation. We intend to use as baseline studies: programme. the view to defining a pool of key indicators and monitoring It will be carried out by an evaluation and monitoring team ƒƒ Quality of Life Barometers – FSPAC, recent edition: 2013 tools to be used by local cultural producers. The data provided consisting of experts from the Babeș-Bolyai University – ƒƒ Study on the International Dimension of Cultural Starting from bottom up, the Wonder, Explore, Activate, is analysed by a Strategy Development Committee to Faculty of Political, Administrative and Communication Activities in Cluj-Napoca - Cluj-Napoca 2021 Share and Trust components of WEAST serve as courses review on an annual basis the progress in the implementation Sciences (FSPAC), responsible for external evaluation and Association, editions: 2012, 2014 of the WEAST curriculum. WEAST is both a production of the strategy. The Committee will also have the task to an evaluation team within the ECoC project team, providing ƒƒ Diagnosis Study on the Cultural Sector in Cluj-Napoca and innovation curriculum. Whenever a number of actors, evaluate the progress in the implementation of the ECoC plan. internal evaluation. While the main assessment is done - Cluj-Napoca 2021 Association, editions: 2012, 2014 citizens or cultural producers, define their optimum mix by the external evaluation body, the internal evaluation ƒƒ Cluj-Napoca 2021. Attitudes and Perceptions. Cultural for participating in the Cluj-Napoca ECoC process, they all Sources of qualitative data will include personal narratives, focuses on overseeing internal processes and progress Consumption in Cluj-Napoca – Romanian Institute for produce existing or innovate new forms of cultural and social journals, blogs, collected via interviews, focus groups, a.o. A in implementing the ECoC plans, aiming to improve the Evaluation and Strategy, editions: 2013, 2015 action. group of 15 people of different backgrounds will be followed programme management on the go. ƒƒ Cultural Vitality of Romania’s Towns and Cities – over the ten year span of the evaluation, through interviews National Institute for Cultural Research and Training, As the five programme lines interrelate and complete and photo documenting, as a way to generating a story FSPAC is not only a leading academic structure in the field, recent edition: 2010 each other in WEAST, their individual performance will be collection illustrating the relationship dynamic created and it is the body that coordinated the elaboration of the Cluj- ƒƒ Cultural Consumption Barometer – National Institute evaluated in the framework of the overall WEAST context. Our the impact of the ECoC process on these people’s lives. Napoca Development Strategy and the evaluation of the Cluj- for Cultural Research and Training, recent editions: 2012, assessment design includes a qualitative methodology based Napoca 2015 European Youth Capital programme. 2014, conducted biannually on interviews, testimonials and focus groups to tackle this dimension of the evaluation. 16 Contribution to the long-term strategy Contribution to the long-term strategy 17 Sources of information/ Sources of information/ Objectives / Aims Indicators / Success Evaluation Tools Objectives / Aims Indicators / Success Evaluation Tools Social Transformation • InJoy Cluj Fund – value in euro, number of projects supported, number of participants/ • ECoC programme/database Cultural development • Number of cultural activities in the city / from the current average of 1.500 per year to • Study of the cultural sector - Citizen participation and empowerment • Participatory budgeting project with Cultural components/operational by 2018 • ECoC programme/database Range, diversity, quality of arts & culture 4.000 in the year 2021 and to an average of 2.500 in the years after questionnaire, annual reports Number of projects and number of participants • Statistic Observatory • Increase the number of citizens who are involved in decision making (participatory • Public opinion and participation • Diversity of cultural programmes / 60% of the local cultural operators diversify their cultural • Study of the cultural sector - budgeting, public debates and consultations)/+30% survey programmes by the year of 2022 questionnaire, annual reports • Increase the number of citizens who are involved in community development • Public opinion and participation • Statistic Observatory initiatives/+40% survey / ECoC progr. database • Programmes in rural areas / 5% of the cultural programme in 2021 is developed in the rural • Study of the cultural sector • Number of Facilitators active in the Facilitator Programme />40 • ECoC programme/database areas • ECoC programme • Number of facilitated initiatives • ECoC programme/database • Artistic events in the neighbourhoods, in the metropolitan area and in the • ECoC programme • Number of citizens and organisations that go through our Facilitation process • ECoC programme/database Cluj County / + 100 % Social Transformation • Number of cultural, educational and social projects addressing ethnic, confessional, • ECoC programme • Total value of ECoC cultural programmes • ECoC programme Enhance connectivity of local communities professional, age groups/25% Cultural development • By 2022, participation of the local cultural operators to international networks / + 20% • Study of the cultural sector • Number of active meeting places and opportunities in the city (public spaces, regular • ECoC programme/database European profile (of the cultural sector) and • Cultural activities in the city involving European artists/+15% • Statistic Observatory meetings, networking events)/+40% European/transnational cooperation • Number and quality of projects reflecting European diversity and themes, European co- • Study of the cultural sector • Number of cooperations between actors of the local community/+50% • ECoC programme/database productions/50% of the programme, 25% in 2022, volume and % of positive media coverage • ECoC programme • Study of the cultural sector • Presence of artists and cultural products from Cluj-Napoca at international level / +20% • Study of the cultural sector • Quality of collaborations • Interviews, Focus groups Cultural development • Increase the attendance (total number and frequency) of local citizens in cultural projects • Cultural participation survey Social Transformation • Number of social creativity and pilot projects generated />30 projects • ECoC programme/database Audience development (access & • Statistic observatory Social Creativity / New Social Production • Number of people involved in the pilot projects/>2.500 participants • ECoC programme/database participation) • Number of sustainable opportunities for cultural participation of special audiences (youth, • ECoC programme models (developing and piloting) • Quality and duration of projects • Case studies, 5 years after elderly, disadvantaged and marginalized groups, including minorities)/+50% European Awareness and Engagement • Citizens' awareness of the diversity of European cultures and of a common cultural space • Surveys • Performance of new ticketing and booking policy / 10% starting to use it in first year, 7% • Statistic Observatory East-West dynamic (cultural diversity, • Number of artists and professionals involved in the East-West works • ECoC programme/database increase / year • ECoC database understanding, valuing) • Number of audience/outreach of these works • ECoC programme/database • Number of schools from Cluj County enrolled in the cultural education program/ 80% • ECoC programme European Awareness and Engagement • Number of experimental cooperation works building on the East as a resource for excellence • ECoC programme/database • Number of cultural operators with audience development strategies/+300% • Study of the cultural sector Eastern European Culture (understanding, • Number of works focusing on Eastern European culture • ECoC programme/database Cultural development • Number of cultural organisations which develop their internal capacity (criteria to be • Study of the cultural sector valuing, promoting) • Number of artists and professionals from Eastern Europe • ECoC programme/database Sustainability of the local cultural sector set by the Monitoring Team: increase in the budget, no of employees, new knowledge and • ECoC programme • Number of audience/outreach of these works • ECoC programme/database knowhow, new partners etc.)/+70% European Awareness and Engagement • Number of opportunities for public debate on EU topics - number of events, number of • ECoC programme/database • Percent-for-Art / Tax-based Fund launched by 2018 • ECoC programme Future of EU, generate debate, new EU participants, number of EU countries involved in the events • Number of employees in the cultural sector/ + 20% • Study of the cultural sector topics • Number of international co-productions with partners in EU neighbourhood area • ECoC programme/database • Statistic Observatory European Awareness and Engagement • Number of tourists visiting Cluj-Napoca / +100% by 2021 • Surveys addressing tourists • Percent of budgets sustained from other sources (corporate, EU funds, tickets, crowd- • Study of the cultural sector Improve relations between EU and Eastern • Tourist operators data funding etc.)/ + 20% • Statistic Observatory neighbours • Increase the duration of the visits / from 2 to 3 days • Surveys addressing tourists • Number of cooperations between the actors of the local cultural sectors through Open • ECoC programme/database Economic development • Tourist operators data Academy of Change Tourism development • Variety of touristic offer to increase • Tourist operators data and focus Cultural development • Number of initiatives which preserve and protect the cultural heritage/10% of ECoC • ECoC programme groups / Tourism Office Cultural heritage programme • Quality of services (Customer satisfaction) • Surveys addressing tourists • Number of heritage (rural, traditional, historical, spiritual, industrial etc.) sites and venues • ECoC programme • Tourist operators data activated during cultural events/+25 • Number of connections (opportunities to travel) in the region and in Europe • Tourist operators data • Number of cooperations which combine local cultural heritage and traditional art forms • ECoC programme • Tourism Office, Travel agents with new, innovative and experimental cultural expressions/5% • Avram Iancu International Airport Cultural development • Building and setting-up the European Centre for Contemporary Art by 2020 • ECoC programme • Number of local household actively involved in alternative tourist networks • Tourist operators data Cultural Infrastructure • Building and setting-up the Transilvania Cultural Centre by 2021 • ECoC programme (Airbnb, Couchsurfing etc.) • Internet stats • New art spaces, existing non-art spaces transformed into art-spaces (temporary and • ECoC programme • Increase the number of volunteer city guides • Tourist operators data permanent)/+7 • Study of the cultural sector • Tourism Office • Number of facilities improving access to cultural venues for persons with disabilities/+30% • Study of the cultural sector • Increase in GDP and employment in cultural and creative sectors in the city • Statistic Observatory Urban Development • Brand awareness of the city in Europe • European perception study Economic development • Establishing Film Production Fund/ value in euro • Municipality Office European profile of the city • Number of tourists and tourists’ perception (applied before and after) Creative industries Development • Number of local independent film productions and co-productions • ECoC programme • Volume and % of positive media coverage for the city • Number of start-ups supported by the ECoC actions • ECoC programme/database • Awareness of ECoC among residents • Number of people working in the supported activities • ECoC programme • Number of active agreements of the municipality with other European cities/+20% • City European Affairs Office Data • Centre for Multimedia Production - opportunities - access to funds, space, equipment for • ECoC programme/database Urban Development • Number of urban zones regenerated (Someș River area, industrial areas and areas in the • ECoC programme multimedia producers Urban regeneration (Developing and outskirts of the city)/>3 • Urbanism Department Data • Number of creatives involved / number of multimedia works produced • ECoC programme/database regenerating urban areas) • Number of projects piloting new sustainable urban living models (and the number of • ECoC programme/database • Number of opportunities for interdisciplinary cooperations (local + EU) (residencies, etc) • ECoC programme/database people involved in)/>10 projects, >500 people involved Economic development • Focus groups and interviews • Rehabilitated public spaces and monuments /according to the plan from Chapter 6 • ECoC programme • Number of professionals from different sectors working collaboratively across disciplines • ECoC programme/database • Urbanism Department Data Economic actors (increase cooperation (artists, craftsmen, IT workers, researchers, fashion designers, engineers, architects, • Special transportation facilities for events of the Cultural Programme/+100% • ECoC programme/database with the local community and EU partners) designers) in ECoC programme • Number of innovation fairs, innovations / innovative products supported/facilitated • ECoC programme/database 18 Contribution to the long-term strategy European dimension 19

How will you define “success”?

There are two levels on which we measure success.

Firstly, reaching all target indicators of the above table will certainly mean success. The implementation team is committed to reaching all indicators. Furthermore, since our project aims to put into practice a model of change made of the five steps of the WEAST process, success means a boost of the following five dimensions of the city’s life:

Wonder – knowing and understanding each other better, as local and European cultures;

Explore – increase the number and quality of experimental work;

Activate – wider participation of citizens in the life of the city and European matters;

Share – more opportunities for learning and sharing;

Trust – wide dissemination of what has been produced and validated here, raised profile as a European city.

This is the level where we measure relevance, efficacy Over what time frame and how regularly will and efficiency, sustainability and impact, using established the evaluation be carried out? evaluation and monitoring tools. The evaluation is carried out over a ten year period, 2016- On the other hand, based on the "non scholae sed vitae 2026 and includes four studies: discimus" principle, success of the Cluj-Napoca ECoC process will have to be measured beyond our figures and charts. 1. Ex-ante Evaluation - before the programme implementation, 2016/2017 Among the qualitative tools we plan to deploy in order to 2. Formative Evaluation I measure impact we envisioned a three-level assessment of - during the preparation period, 2018 social relations developing within the ECoC process: 3. Formative Evaluation II - during the preparation period, 2020 1. individual levels 4. Ex-post Evaluation - after the end of the title year, 2022 2. micro group levels (e.g. family, members of an art space) 5. Impact Evaluation - 5 years after the title year, 2026 3. group levels (neighbourhood, professional cluster) Monitoring will be an on-going activity and will serve as basis for evaluation. Accordingly, we plan to select and follow 15 individuals, five micro groups and three groups during their participation in A public report of each evaluation will be published online the production of a cultural event, the ECoC process and the and in printed version. Special dissemination events will cultural life of the city, respectively. The resulting qualitative be organised at the release of the second Formative studies (ethnographies) will shed light on the qualitative Evaluation, Ex-post Evaluation and Impact Evaluation. aspects of our ECoC bid. At this level we keep our definition To share the results of the ECoC process and its evaluation of success open to the interpretation of these individuals and we plan to release: an ECoC Album – a collection of faces groups. and stories related to ECoC, a documentary film based on ethnographies, and the ECoC Catalogue – an overview of the projects and their results. 20 Contribution to the long-term strategy European dimension 21

2. European dimension East side stories

Europe is at the heart of our application just as well as ƒƒ In the Romanian countryside a traditional concept Cluj-Napoca is, at heart, a European city. Our history, of solidarity called ”clacă” is still functioning. More our destiny, our ways of being, our culture, our mindset villagers get together to help one family get big work and our everyday realities are European. Furthermore, done in a single day – such as cooking for weddings we take up the challenge of dealing with today’s most and funerals or harvesting the vineyard. ardent European issues. The themes of our projects are the topics of every European, the space of our projects ƒƒ In the city, on wooden benches in front of their block is inhabited by Europeans. And, finally, we aim to bring a of flats neighbours spend time together talking and higher contribution to Europe: to give new meaning to sharing their homemade elderflower juice. Europeanness and to provide tested models for living in this new Europe. ƒƒ It’s common practice to lend each other tools like drilling machines and to help neighbours to find a quick fix when their car broke down. The challenge that we take through our programme is to contribute to resignifying Europe, to redefining European Our Easternness is our resource for this process of resignifying values and perspectives. If most of the keywords we use to Europe. In today’s complex realities, with social, economic and describe Europeanness have originated in the Western history environmental disruptions the old strategic thinking proves and traditions – liberal democracy, rule of law, prosperity, insufficient. Our experience of living through crisis, transition respect for human rights – through our concept East of West and scarcity has taught us to act in solidarity, to be creative in and the projects that we designed to put this concept into finding solutions to unexpected problems, to innovate while practice we are adding new meanings to Europe. staying connected to traditions and being resilient to change. And Europe today needs this resourcefulness.

2.1 Elaborate on the scope and quality of the activities:

Promoting the cultural diversity of Europe, intercultural dialogue and greater mutual understanding between European citizens;

East of West and WEAST are our keys to unlock the multidimensional realities of Europe.

Bringing local cultures to the European attention work placement programmes. The cultural and tourism experiences we offer through the ECoC agenda do not simply We aim to bring the culture of Cluj-Napoca, Transylvania, present the history and heritage of the place, they allow Romania and Eastern Europe in general to the attention of the visitor to zoom into the details of the lived realities of the wider European community. Our approach is to place the Romanians, Hungarians, Roma and the other cultures that local specificities in a European perspective, thus creating have been part of this history. a sense of familiarity for Europeans of a different cultural background. Multilingualism is for us both thematic focus and a tool for inclusion. On one hand, our Literature and Performing Arts Transylvanian Village is not simply about rural life in North- programmes aim to gather authors and works throughout West Romania. It is about the history of Central and Eastern Eastern Europe to build a comprehensive collection and Europe and its multicultural pastiche. It highlights rural showcase. We set up an ambitious translation programme lifestyle and traditions from all parts of Europe and generates, to introduce contemporary literature and drama from the through artistic residencies opened to international artists, a region to Europe-wide audiences and producers. On the reflection on the connection between rural and urban life in other hand, multilingualism is the choreography we choose today’s Europe. for our entire communication and promotion plan. We plan to use Romanian, Hungarian, English, French and German to We invite European citizens of all ages to get a direct taste of communicate our cultural programme. the local cultures by engaging in our volunteer and 22 European dimension European dimension 23

The excellence delivered to the world by our artists, has become one of the most alarming social problems in academics and scientists is illustrated by our cultural Romania’s recent years. programme through exhibitions, performances and interdisciplinary projects. For instance, the ECoC is a great The universities from Cluj-Napoca host over 3.000 foreign opportunity to promote throughout Europe The Cluj School students, around 600 Erasmus students annually and of Painting or the efforts of our chemistry researchers hundreds of academic and cultural exchanges. Students from from Babeș-Bolyai University that are experimenting with Republic of Moldova, from France and from Tunisia lead their producing artificial blood. student life in rather self-isolated communities. Some of them, especially the French students, seem to fight depression European mobility is in the very nature of an entire and anxiety related to the double pressure to live in a city generation. Cultural operators and local entrepreneurs from a foreign country and to live up to the expectations of are active in European networks. Their everyday work is their university studies. Within our programme we take up the European work. The cultural programme we have designed challenge of developing the platforms and networks that will highlights this mobility and connectedness. Furthermore, the help the foreign students to better accommodate to the city fact that most of the works are developed in co-production and become part of its life. We address all these issues in our between local and European artists is a core principle to our project InClujing You. programme. Migration and politics towards refugees are among the most Today around 75% of Europe’s population is living in cities painful problems EU is currently looking for a solution to. and the trend is increasing. The future of Europe – as stated We share these concerns and take responsibility to facilitate in the Europe 2020 Strategy – is tightly defined around reflection around them within ourFuture Fabulators the cities‘ potential to grow in a smart way, to become poles European story world. Future Fabulators– facilitated by an Enhancing the European experience of our citizens Moreover, we experiment and pilot new approaches to of innovation, to offer higher quality standards through already established transnational network of experimental our European realities through our projects in culture and opportunities for employment, education, culture and arts organisations – is a project that encourages people For the younger generation, open borders and freedom social creativity. We look for ways to make urban living more inclusion. All of these in a sustainable way. By assuming the to imagine experience and investigate living in a range to move across Europe for tourism, education or work has sustainable through our Social Creativity projects, to further fact that Cluj-Napoca is an element of the larger constellation of possible futures of Europe, making use of forecasting become a natural reality. Yet large segments of the population intercultural dialogue through our Intercultural Platform of European cities, the Urban Laboratory we are designing to methods and physical narrative experiences. It may mean have never travelled abroad. For them, and for all the citizens and to pilot new forms of participation to decision making set in motion will not only serve the citizens of Cluj-Napoca, a student writing a letter from the future self, imagining a of our city and region, we aim to create opportunities to get through our Participatory Budgeting project. but Europe at large. In this framework, Cluj Media City is day of her life and work in 2045 if, say, EU were to cease to closer to understanding and experiencing Europe’s cultural our key project designed to increase youth employment exist. Or a group of architects drawing up a city plan for a richness and diversity. Our artistic programme features Promoting mutual understanding in the creative sectors, where currently a large number of hypothetical reality 50 years from now when cities would various forms of artistic expressions, highlights the European university graduates in arts and the media fail to find jobs, have borders to control migration. All these are immersive tangible and intangible heritage, and, at the same time, brings Since the fourth enlargement, European Integration has and to support research, development and innovation for the ways of raising awareness of European topics such as work into focus specificities of various cultures from North to actually been an Eastern expansion of the Union. This further IT sector. practices, migration and demographics that directly connected South, from West to East. proves that the need to redefine Europe to reflect the values to our living reality. of both East and West is fundamental. The countries currently Our Open Academy of Change is also addressing By earning the European title and engaging in our programme aspiring to become members of EU are in the Balkans, to the the intergenerational issues – providing platforms for The crisis we face now in Europe is not just a crisis of – through community projects, the Open University and North and to the East of Romania. East of West means that we participation and inclusion for old and young, delivering IT economies and structures, but first and foremost of models, volunteering – citizens of our city and region become more are bringing artists and citizens of these territories together courses for the elderly and bringing the topics of old age, trust in the value of common, to some extent, a crisis of aware and proud as well, of their Europeanness. in various projects to explore the meaning that Europe has sickness and death on the public agenda. democracy itself. Europe today needs a new narrative – the for them and to make visible what they can offer to Europe. initiative New Narrative for Europe of the former European This is part of our strategy to promote mutual understanding, Work mobility and migration are also our concern. Cluj- Commission president José Manuel Barroso, confirms this along with self reflection, among European citizens. Napoca is a pole of attraction for work and study for the need and attempts to provide an answer. Yet narratives have entire Transylvanian region. The local population is in little power until they become lived realities. constant change – with a large number of students coming in and leaving out as graduates from the local universities, What Cluj-Napoca can offer Europe is inspiration, models with a high rate of work and brain drain towards the West and a new story. A story about a new Europe which is larger Highlighting the common aspects of European cultures, heritage and history, as and with a growing trend of reverse migration and foreigners in both geography and mind frame, more inclusive and well as European integration and current European themes; moving in. A high percentage of the students that graduate welcoming, more resilient and sustainable, more self-aware from the University of Medicine leave the country for better and better connected. Our programme not only tells the story paid jobs in France and Germany, which will affect the quality of this resignified Europe, but it also includes small scale The programme we put together is deeply rooted in European The projects of the Wonder line of our programme expose and cost of health services in the country in the years to exercises that embody it. realities and ethos. Some of these European realities and and value a rich heritage which is rooted in European history. come. Currently more than three million Romanian citizens experiences are built-in within our projects; others are Explore is looking at the future of Europe, while Activate, are working in other European countries and sometimes they tackled as themes for discussion and artistic reflection. Share and Trust reflect ourEuropean present. have to leave their families behind. Thus children growing up alone or under supervision of relatives or neighbours European dimension 25

from twin cities, For example, we plan to invite the French One of the dimensions of our East of West concept is related company La Machine from our twin city Nantes to transnational cooperation. We involve cultural operators from Hungary, Bulgaria, Serbia, Ukraine and Moldova in As a curatorial choice, a significant part of the artistic cooperation projects that highlight the common aspects of programme is European in scope. Even the exhibitions and the Eastern European culture: Hungary – Zsolnay Kulturális programmes that are focusing on local artists or themes do Negyed, Bulgaria – ACT Independent Theatre Festival, Varna so by putting that specific artist or theme into a European 2017 European Youth Capital; Serbia – Kulturni Center context. For instance the exhibition celebrating the Cluj Beograda, Walking Theory; Ukraine – Bucovina Art Centre School of Painting researches the links between the for Conservation and Promotion of the Romanian Traditional emergence of this wave and other European movements Culture from Cernăuți, Cernăuți Folk Craftsmen Association in the field, and reflects on the way the style and focus of and Mihai Eminescu Society for Romanian Culture in their work is rooted in the social and historical realities of Cernăuți; Republic of Moldova – Serghei Lunchevici National this specific place, in this specific time in a larger European Philharmonic from Chișinău. Featuring European artists, cooperation with operators and cities in different context. countries, and transnational partnerships. Name some European and international Considering our position as a country at the Eastern border artists, operators and cities with which cooperation is envisaged and specify the Following this line of thought, the European Centre for of the European Union, our programme is looking to offer type of exchanges in question. Name the transnational partnerships your city has Contemporary Art is designed to create a framework for European visibility to the culture of our neighbouring already established or plans to establish better valuing contemporary arts practice not simply in Cluj- countries that are aspiring to become EU members. The Napoca and Romania, but from a European perspective, with involvement of Balkan Express and other regional networks, European partners, featuring European artists and using a is a key to these cross-border actions, consisting of caravan European cooperation is a transversal priority in our A platform for European artistic exchange is also included in novel management model that is, at core, European. meetings, festival participation, co-productions, besides the programme. All our flagship projects and at least 65% of the our design. Opportunities for residencies and placements with Nomad Academy, East of West Award and the Publication portfolio projects are built on a international cooperation. companies and art institutions across Europe are offered to The Municipality of Cluj-Napoca is twinned with ten European and Translation programme. European partners in the projects are long-term partners of local cultural producers in order to enhance cooperation and cities: Dijon (FR); Köln (D); Korçë (ALB); Namur (BE); Nantes local operators – such as the Kulturzentrum Klausenburg mobility of artists and artworks. (FR); Pécs (HU); Provincia Parma (IT); Rotherham (UK); Viterbo Cluj-Napoca has official ties with the cities of Pécs and (German Cultural Centre), Institut Franҫais (French Cultural (IT) and Zagreb (HR). A cooperation programme with all these Nyíregyháza from Hungary, with Varna in Bulgaria and with Institute), British Council, Magyar Filmunió (Hungarian Film Working groups of artists, curators and art managers from cities has been established with the view of the Cluj-Napoca Chișinău, Ungheni and Cimişlia in Republic of Moldova, Institute), Salon du livre in Paris, the Mozarteum International various EU countries are involved in a Nomad Academy that 2021 ECoC programme. The Young and Famous Orchestra generating regular cultural exchanges. Foundation in Salzburg, Time’s Up (Austria), Bunker (Slovenia), travels through the Eastern European countries, in a complex project mentioned above is being currently piloted with FoAM (Belgium), Madeira Interactive Technologies Institute programme including training, exploration of the local the twin cities, with the view to having been enlarged to a (Portugal), Arts admin (UK) – and new partners that we are cultural scenes, working placements and an experiment in European orchestra by 2021. All these ten cities have been reaching out to through international networks and open curating a representative programme of Visual Arts, Literature, contacted and have confirmed their intention to actively calls. Music and Performing Arts. contribute to our cultural programme. Our option to include artists and companies from other The East of West Award will highlight and acknowledge European countries is to provide support for co-productions major contributions in connecting and promoting artistic 2.2 Can you explain your strategy to attract the interest of a broad European with local cultural institutions, rather than simply import one- cooperation and coproduction between East and West. and international public? off events. Key partners for these activities are the European networks According to our research, in recent years 38% of the cultural that the University of Art and Design and the Gheorghe Dima Being a European Capital of Culture would definitely trust regarding what an Eastern city, beyond the former Iron events produced by the main cultural operators in Cluj- Music Academy are active members of: Central European be a onetime chance for Cluj-Napoca to strengthen its Curtain, actually is. Napoca have been involving international artists and just Exchange Program for University Studies - CEEPUS, European international profile and to accommodate significantly more 4% have been co-produced with partners in other countries. University Association - EUA, Association Européenne des European visitors than is does right now. Cluj-Napoca is To support this effort, various European polls list Cluj-Napoca We plan that by 2022, 60% of the main events in the city’s Conservatoires, Académies de Musiqueet Musikhochschulen - not known around Europe, we are fully aware of that. Our as one of the safest cities as well as Europe’s friendliest cultural agenda have a European dimension and at least 25% AEC, and European League of Institutes of the Arts – ELIA. city often gets wrapped in the mystery of the brands it is place towards foreigners. In the communication targeted at of them are co-produced with European partners. To this sometimes associated with: Romania and Transylvania. a wide European audience, we plan to mix the mystery and aim 65% of the projects in our cultural programme include The artistic programme features prominent European artists, We will use this brand association to the benefit of both adventure of exploring a new part of Europe with these facts European artists and 50% are co-produced by at least two artistic institutions and networks. Balkan Express, The Union our European public and the objectives of our marketing about its friendliness. European partners. of Theatres of Europe, A Soul for Europe, Create to Connect, campaign The European Network of Cultural Centres are just a few of Due to its geographical position and its historical evolution, Thus, a major artist-in-residence programme is developed. the networks involved in the programme. Cluj-Napoca is an Eastern European city. Undeservedly, the Cluj-Napoca is seen as the place which can generate a change This comprehensive AIR scheme includes facilities for European public relate negatively to the Eastern idea. Most of of attitude regarding the perception of Western tourists about accommodation and production for periods ranging from 4 The Young and Famous Orchestra project is building an the times, in the Western mentality cities of Eastern Europe the cities in Eastern Europe as a tourist destination. Thus, weeks to 8 months for European and international artists orchestra of young musicians from all over Europe to jointly are unsafe, with an increased rate of criminality and often in the communication strategy we intend to redefine the from all disciplines. All residencies have a local organisation/ perform in Cluj-Napoca and other European venues. The main services below the European standards. To arouse the interest perception on Eastern European cities. institution as host and co-production partner. A special focus project from the Intergalactic Ethnography programme will be of the European public it is important to increase the level of is put on collective cross- and multi-discipline residencies. developed by local media artists in cooperation with artists 26 European dimension European dimension 27

Getting involved We have a good setup for communication with the European A key element of our strategy to attract the interest of a Nevertheless, we have a series of activities designed for public, yet the key is not in the channels, the methods broad European public to Cluj-Napoca 2021 ECoC is the As any other city would do, we will base our strategy to attract people with special needs. or the budgets, but in the content. Our promise for the unconventional component of our marketing strategy: the the interest of the European public on the diversity and European audience is that they will find Cluj-Napoca to be Intergalactic Communication Campaign based on viral quality of our cultural programme, on our tourist offer and Our tourist offer a unique and accessible experience that they can merge media projects and PR stunts. on the coverage and impact of our marketing strategy. What into: a place and time where East meets West, culture meets is different in our approach is the principle of participation, From the vibrant old town to the serene Transylvanian street and modern meets traditional. The content of our To sum it up both a challenge and an opportunity for the public to get villages around the city and from the Botanical Garden to the communication campaign is made of the cultural programme involved in Cluj-Napoca 2021 ECoC. For instance, for 2021 Cetățuia Hill which overlooks the Someș River, Cluj-Napoca and its opportunities to get involved in and of the cultural ƒƒ Objectives and Legacy: we challenge actual and former Cluj-Napoca residents will meet you with a charming blend of East and West. Places and touristic heritage of the city and its opportunities to •• 25.000.000 European citizens will know that Cluj- who travel, work or live abroad to join us in for a few days like the haunted Hoia forest or the spectacular Turda Salt experiment it. Napoca is an ECoC by 2021 of celebration, together with a foreign friend, within the Mine make the tops of the most important travel publications •• Involve 15.000 European citizens in Cluj-Napoca InClujing You project. Believers of different religions will join every year, while Transylvania and its stories are a magnet for We devote a special attention to communicating with and 2021 ECoC as direct participants to cultural us here in a union of European religious choirs: Europe of many Europeans. attracting the Eastern European public. Our proximity and programme and volunteers Music, within the Together project. •• Bring 500.000 foreign visitors to Cluj-Napoca in 2021 (compared to less than 250.000 per year registered Our aim is to give quality and appealing information about currently) Cluj-Napoca 2021 ECoC to a broad European audience, in •• Increase the yearly number of foreign visitors in Cluj- order to make the people of Europe want to come and meet Napoca after 2021 to at least 300.000 per year each-other in Cluj-Napoca. While only some of them will make it to Cluj-Napoca in the coming years, our ambition is ƒƒ Main strategies: to significantly increase the number of European citizens who •• Diverse cultural programmes for diverse audiences (1) have basic information about our city and (2) remain •• Participation strategy: interested in making plans to get to know us better. ••Volunteer, Facilitator and Exchange programmes ••Promote the Resident Visitors programme Our official website (www.clujnapoca2021.ro) speaks about ••Person-to-Person ambassadorship programme our cultural programme, our cultural heritage and about our •• Tourism strategy based on the concept of resident touristic offer. And our entire programme and tourist offer visitors are built on the principle of participation: people can join •• Marketing and communication strategy and not just witness, experiment and not just look. Through its Volunteer, Facilitator and Exchange programs, the ƒƒ Phases: Open Academy of Change is a tool we use to ensure that Cluj-Napoca is easy to get to, has a good cultural history with the Eastern European countries, and especially •• Phase 1: raising attention through our marketing people can actually be part of the programme. Our tourist infrastructure and accommodation capacity and is very with the Balkan ones, are good enough reasons to believe and communication strategy, especially through the offer is not about sightseeing, but about offering chances to affordable for the European public. According to the that their citizens will find both the interest and the Intergalactic Communication campaign live and experiment the uniqueness of our city and region European Backpacker Index 2015, Bucharest is the second possibility to experience Cluj-Napoca 2021 ECoC. •• Phase 2: providing relevant content to the European (e.g. Transylvanian Village project). Tourists are welcome, most affordable tourist destination amongst the capital cities public, based on their interest of course, but we want to challenge them longer to become of Europe, with a minimum required budget of 27 dollars a Our plan to reach European audiences also includes a •• Phase 3: promoting the participation opportunities resident visitors, in the sense that we aim to give them longer day. Different evaluators estimate that the cost of living in European media plan, aiming at broadcasting the highlights in Cluj-Napoca 2021 ECoC (exchange and volunteer and more personal experiences in Cluj-Napoca. Therefore Cluj-Napoca is 10% to 30% below Bucharest. To these data of our cultural programme on channels such as Arte, Mezzo, programmes, call for projects, tourist offer etc.) Cluj-Napoca 2021 ECoC is not just a travel opportunity, but a we add the fact that numerous activities and events from our EuroNews, Deutsche Welle and extending the coverage of •• Phase 4: proving that Cluj-Napoca 2021 ECoC is chance to have an immersive experience in our culture - for cultural programme are free to the public. All these definitely the debates on EU topics that we host through media portals accessible and affordable for them example the Intergalactic Ethnography project. make Cluj-Napoca a very affordable destination for European and newspapers such as the European, n-ost/Networking •• Phase 5: deliver the promise of unique and accessible tourists. for Reporting on Eastern Europe a.o. Furthermore, we also experiences Our cultural programme talks to specific audiences, different plan to reach the audiences from Eastern Europe through by interest, age and place of residence: collaborations like: Real TV and Media Meridian Club Quality of life in Cluj-Napoca (Cernăuți, Ukraine) and Herța Gazette (Herța Region). ƒƒ By interest: we have an agenda for high culture, popular events, specific art sectors, participative programs, According to numbeo.com - a specialised website tourism and leisure. that measures worldwide life indicators such as: 2.3 To what extent do you plan to develop links between your cultural ƒƒ By age: both our cultural programme and touristic offer crime rate, pollution, health system, consumer prices, programme and the cultural programme of other cities holding the European specifically address the children, the youth and all the property prices, purchasing power - Cluj-Napoca Capital of Culture title? young at heart. seems to provide in 2015 the best quality of life in ƒƒ By place of residence: our key communication messages Romania. It is ranked 53rd in the world, before cities (and their correspondents in the cultural and touristic like: Sofia (68), Budapest (67), Milan (69), Tel-Aviv More than 50 cities have hosted the ECoC title since 1985 connections with at least 20 other ECoC cities and generate agenda) are different for the national public, the Eastern (59), Ankara (61) and Bucharest (74). and ten more cities have already been selected to host communication about the past titleholders. European public and the large European audience. the title by 2020. Our cultural programme aims at creating 28 Cultural and artistic content

REMAKE is our main project in this area. Curated by ƒƒ Film industry projects (workshops, visiting professors, Carlos Martins, executive director of Guimarães 2012, the knowledge exchange). programme will consist of remakes of landmark artistic ƒƒ Bilateral Artistic Residencies for young artists both from productions of past European Capitals of Culture. Art shows, Romania and the partner country. installations and performances will be re-made, looking not ƒƒ Educational and cultural projects in partnership with only to reproduce the artistic drive and quality of the original schools. act, but also to embed the transformations that the artistic ƒƒ International Curatorial Platform with a focus on Greek production, the artist team and the society at large have been and Romanian artists followed by a joint exhibition of undergoing meanwhile. The project will search advice from Contemporary Art. the Network of European Capitals of Culture and will be co- ƒƒ Contributions to the WRite of Spring, our contemporary produced with companies from former ECoC cities. playwright project, by writers of the respective cities, and the co-production of a new play resulted from the Sibiu is the first Romanian city to hold the ECoC title in program. 2007. Thus in our programme we will not only celebrate the ƒƒ Traditional costumes parades within exhibitions and highlights of the Sibiu title, but we will also generate a series festivals, and a series of workshops, lectures and fashion of media events that will use interviews with inhabitants shows about the influence of traditional costumes on of Sibiu telling their stories about the ECoC experience to today’s fashion. model the expectations of the local community in Cluj- Napoca. Cluj-Napoca 2021 Association has initiated an Framework cooperation agreements between Cluj-Napoca official communication with former representatives of Sibiu and former ECoC cities and candidates include: Pecs, Siena 2007 European Capital of Culture with the view to develop a and Perugia. framework for collaboration within the Remake project. Connections have been established with teams coordinating CJX is the initiative of two Cluj-Napoca based bloggers current and future ECoCs: Pilsen 2015, Plovdiv 2019, Matera who travelled in 2014 and 2015 across Europe to visit the 2019 and Paphos 2017. Cluj-Napoca 2021 ECoC Association past and upcoming ECoCs, learn about their projects and has already contacted all Romanian candidate cities, achievements and discuss with artists and locals about proposing a cooperation regarding the cultural programme in the impact that the ECoC year brought to their cities. They a manner that would reflect and honour the artistic vision and spread the word about our city and its aspiration to become programme designed by each city. ECoC in 2021 and brought home valuable information about Europe’s past cultural capitals. Inspired by this project, we The proposals include: plan to create the CJX platform that facilitates connections ƒƒ That a representative project of each bid is being and mobility within former and future ECoC cities for media included in the programme of the winning city. professionals (from traditional media to blogging and social ƒƒ Projects that we want to develop together: media). In the years leading to the title year the project is •• Creating a theatre/dance performance in Cluj-Napoca aimed mainly at Romanian media and in 2021 the focus is on with performers from all the other cities and then international media visiting Cluj-Napoca and the other two tour it around the country as a Candidate Cities ECoC cities of the year. cultural product. •• University exchanges. Artistic universities from the Our team has contacted the candidate cities from Greece, as candidate cities will exchange students for a month. well as other cities from acceding countries that have so far They will have the chance to learn more methods expressed their interest in bidding for the 2021 ECoC title - and create a partnership between universities. This Belgrade and Cetinje. partnership can result in a university network. •• Photography competition on the bid of each city We have contacted 14 possible candidate cities from followed by itinerant exhibitions around the country. Greece: Pireaus, Syros, Napflion – Argos, Kalamata, Ioannina, •• Fashion design gala Cluj-Napoca with fashion Xanthi, Kavala, Volos, Rhodes, Messolongi, Sparta, Chalkida, designers from all the candidate cities. Tripoli, Larissa, and we are preparing to sign Memoranda of •• Short art residencies for art graduates in candidate Understanding with all those that will respond positively. cities. •• Universities from the candidate cities will agree to The projects that we will develop together are grouped in receive 20-30 high school students from all over bilateral and networked cooperation projects, around the the country for a week. They will have the chance to following subjects/artistic genres: experience the student and cultural life of the cities. •• Exhibition of scenography, costumes and stage design sketches with pieces from representative performances from each city. Cultural and artistic content 31

3. Cultural and artistic content

3.1 What is the artistic vision and strategy for the cultural programme of the year?

Artistic Vision at our values and redefine who we are - in direct relationship with the other. In this relationship we need to let our Our artistic vision puts our core East of West concept in boundaries dissolve and to explore these borderline areas, motion – that is, connecting communities to empower to allow new meetings spark our imagination and creativity. them culturally, socially and economically. We balance the We need to test and experiment, make mistakes and learn autonomy of the cultural act with socially committed art and from them. We need to further our knowledge to the point culture; we are aware of the importance of fostering cultural where we generate new meanings and new models of living and artistic excellence as such, and we also believe that and working. Together. Together with our city. Together with the ECoC process needs to make a clear statement on how our Europe. This is why we are focusing on developing new culture works transforming community and fostering urban relationships between citizens and city, city and Europe and regeneration. Thus we implement a series of cultural fusion Europe and citizens. experiments that connect communities to identify, create and release new energies that produce cultural, social and WEAST economic values fostering a new type of sociality. More than In our effort to understand and perform change we have beneficiaries or participants, citizens areco-creators of these designed a five steptheory of change we call WEAST and processes - envisioned to generate a better quality of life in we have defined our cultural programming through it. The Cluj-Napoca and Romania, and provide for inspiration and acronym covers five distinct phases of transformation and transfusion of new energies to Europe. it also reminds us of our bid concept by suggesting the confluence of West and East. Each of the letters stands for a Our artistic vision reflects the idea that our drivers ofchange different role that actors (artists, researchers, youth workers, are rooted in our need to understand ourselves more deeply – entrepreneurs, administrators and, of course, citizens) can play our history, our aspirations. We need to become aware of our in the broader scheme of community transformation. These qualities and challenges, we need to look with honesty roles provide the root structure of our cultural programming:

Programme line ... is the phase of: We associate this phase with... Wonder describing the situation we are starting from curiosity, knowing, describing, charting, introspecting Explore imagining, seeking new horizons, new possibilities of change research, imagination, drawing the contours of the things to come Activate testing and performing change in small scale development, prototyping, functionality, good practices Share publicly releasing the new disseminating, distributing, putting new knowledge in circulation so it becomes common good Trust mass-producing of the new, putting things in practice at a large scale social production, adding the new processes to our public knowledge The Open Academy of Change The Open Academy of Change is the place and process where actors of change find and fulfil their roles in the bigger The Open Academy of Change is the hub in which the five picture. They can develop skills in performing one or more threads of WEAST converge. It is the platform for connecting, of these roles and can foster alliances with other actors. The learning, sharing and activating different stakeholders of Open Academy of Change is a functional network where all our community and beyond, everywhere in Europe, and nodes are both knowledge providers and learners. Openness, nourishing their willingness and capacity to become actors of sharing and learning are key principles of the Academy. change. These actors (W) produce and translate knowledge, (E) explore and (A) experiment, (S) share and promote new The Open Academy of Change is more than a visionary working models and (T) ensure access and participation to metaphor: it is the gathering place of those who enact the life of the community. the vision of our ECoC project, who connect and become a community, who produce the novel cultural, social, economic and political models, adequate to the complex realities of 32 Cultural and artistic content Cultural and artistic content 33 WONDER

the present Romanian and European society. WEAST - the five or activities for special audiences (including youth, elderly and Knowledge | History | Heritage | Traditions | of Cluj and also Catholic, Jewish and Muslim denominations in programme lines – can be seen as the of the Open disabled). curriculum Diversity | Documentation | Archives the development of a year-long program in 2021 comprising Academy of Change. both individual and common projects and events. Other projects in the programme will be selected following

Everybody can enrol in the Academy: citizens, cultural open calls – 2017 and 2020. A call for project ideas has already TRANSYLVANIAN VILLAGE Main components: organizations, companies or universities. Through our broad been organised in 2014, the selected ideas being either further Wonder | Heritage | Art | Travel | Culinary arts | # Flagship The project is structured by four seasons: Volunteers Programme we intend to guide all actors, including developed into one of the flagship projects or added to the Project ƒƒ Dialogue of Traditions is the spring agenda of this European tourists and Cluj citizens, to seek not only a passive project portfolio in one of the programme lines. project: itinerant exhibitions in European cities, fairs, spectator’s seat, but an active and meaningful role through our Implementing partners: Transylvanian Museum of Ethnography, popular and religious celebrations for European visitors in programme. Furthermore, some of the projects we propose are actually Cluj County Council, Cluj-Napoca Municipality, University of the city, guided tours (Romanian wooden churches, villages frameworks for supporting and encouraging ongoing initiatives Agricultural Sciences and Veterinary Medicine Cluj-Napoca, in Transylvania with various religious traditions etc.). Programme Strategy from the cultural sphere and from the citizens themselves. The Transylvania Craftsmen Association, Transylvania Trust ƒƒ Europe of Music is the summer series of activities, InJoy Fund is open to community projects while Percent-for- Foundation, Cernăuți Folk Craftsmen Association, Bucovina offering both local and itinerant musical events like As regards our strategy for building the programme, we Art sets up a mechanism that provides support for public art Art Centre for Conservation and Promotion of the Romanian Days of Byzantine Art, a ten year old project developed combine traditional and participative curating practices. On projects on a regular basis. Traditional Culture from Cernăuți, Cluj.com in collaboration with the Greek Orthodox Church and a one hand, the overall coherence of the cultural programme perfect two-ways cultural embassy between Cluj-Napoca and the selection of particular projects are coordinated by an Under the umbrella of the Open Academy of Change, the Description: The purpose of the project is to strengthen and and Greece 2021. Artistic Director, together with an Artistic Board. On the other ECoC programme also provides tools / incentives for developing enrich the cultural, artistic, social and touristic connections ƒƒ Via Maria is the autumn agenda of our inter-confessional hand, part of the programme is based on a participatory design: specific activities and abilities horizontally throughout the between Europe, Cluj-Napoca and the cultural heritage of the project: a cultural itinerary that connects Cluj-Napoca workshops / working groups and open calls. programme: Transylvanian villages. It takes place in 2018-2021 in several and Europe, following the Western (Catholic) and Eastern To ensure the core of our programme directly reflects the villages in the region, each of them being the scene of one or (Orthodox) routes and traditions related with the artistic vision and concept we have designed a series of flagship ƒƒ An Artist-in-Residence scheme – to foster European and more representations of the theme: customs and traditions, Veneration of Virgin Mary. The itinerary, called The Virgin projects. These projects have been chosen and developed cross-border cooperation and co-production arts and crafts, gastronomy and traditional beverages, music, Mary from Fatima to Nicula, offers access to cultural during six months of public debates and specialised working ƒƒ Mobility Fund – to facilitate local artists and producers, to heritage, agro-tourism, ecology and traditional agriculture. exchanges, religious exhibitions and events, conferences groups, involving 70 cultural operators. They reflect the alchemy connect to European partners and realities, to promote their The Transylvanian Museum of Ethnography, one of the most and pilgrimages. we find necessary for the transformation we aim to stimulate work and develop professionally important of its kind in Romania, is a key venue for the project. ƒƒ Cluj Ecumenical Meetings is a series of events that – all these projects involve cooperation among several local ƒƒ Cultural Facilitators – a helping hand that any organiser The villages and the Museum will host a series of multi- and links the main confessions active in Cluj-Napoca and actors, are highly participative and plan to create empowering of events can resort to in order to successfully approach cross-disciplinary activities like art residencies, educational Europe: debates, concerts, traditions and religious fairs, processes, have interdisciplinary approaches, involve European communities and special audiences projects, research projects, events and tourism. photography and painting exhibitions and theatre and/or transnational co-productions, involve the use of multiple ƒƒ Community Label – a guide for cultural operators to adopt performances. The highlight of this winter season will be languages, have an educational component and devise facilities standards in addressing special audiences, involving schools Main components: We connect the existing traditional craft the World Council of Churches Assembly. and developing audiences. shops in the city and the region to an educational program for large audiences: traditional craftsmen and modern artists teaching people new ways to tell old stories and to get TREASURE CLUJ 3.2 Describe the structure of the cultural programme, including the range and inspiration from traditions. We also aim at designing and Wonder | Urban Art | Local Legends | Videography | # Flagship diversity of the activities/main events that will mark the year. For each one, building several cultural and touristic star-shaped itineraries, Project please supply the following information: date and place / project partners / centred in Cluj-Napoca and connecting some of the most Implementing partners: Journalism Department of Babeș- financing. culturally significant villages in Transylvania. Examples of events Bolyai University, Faculty of Film and Television, Romanian hosted in the villages include the Pălinca Making Ritual Order of Architects - Transylvania Branch, Romanian Writers (pălinca is a traditional plum brandy) or the International Union, Hoia-Forest Project, Transylvanian Museum of Ethnography, AltArt Foundation, Cluj Raving Society/Delahoya, The cultural programme is structured along five programme The programme includes several types of projects: Alphorn Festival (the alphorn is a musical instrument that is Mihai Eminescu Society for Romanian Culture in Cernăuți lines, defined by WEAST: ƒƒ Flagship projects - integrated projects reflecting the popular both in the Carpathians and in the Alps).

triangular relationship between citizens, city and Europe Treasure Cluj is a platform for videographers, and translating the East of West concept into actions. TOGETHER Description: architects, writers, other artists and the general public to create ƒƒ Established events - existing cultural and artistic projects Wonder | Spirituality | Intercultural Dialogue | # Flagship Project cultural and artistic products inspired from the history and W E A S T that are representative for the cultural agenda of the city. legends of the city. Presenting Cluj-Napoca to its people and All these events design special activities for the ECoC Implementing partners: Orthodox, Greek-Catholic, Roman- to its visitors in ways it has never been presented before, this Wonder Explore Activate Share Trust programme - they address relevant themes, focus on Catholic Dioceses of Cluj, Theology Faculty of Babeș-Bolyai is the final purpose ofTreasure Cluj. The name of the project specific geographical areas or add new types of activities University, Jewish community, Neo-Protestant denominations is inspired from the old name of Cluj, which was known as the < < < Open Academy of Change > > > (e.g. educational activities, community events, European co- treasure city during the 17th century. productions or residencies). Description: Cluj-Napoca hosts not less than five Christian ƒƒ Portfolio projects - small, medium and major projects dioceses: Orthodox, Greek-Catholic, Reformed, Lutheran and The project includes: a website for Specific activities aimed to feed in transversally in the five selected by our Artistic Board either directly or through calls Unitarian. This is something unique in the Christian world. Main components: independent video documentaries, a program for art programme lines are coordinated under the Open Academy for entries opened internationally. Roman-Catholic, Jewish and Muslim communities are also active interventions in public space and the so-called Intergalactic of Change (e.g. the Volunteers Programme, Community ƒƒ Ceremonies - festive large-scale thematic events, marking in the city. This element of confessional diversity is a major Ethnography Programme. Facilitators). the starting, the middle and the closing of the ECoC year. opportunity for us to start a meaningful cultural dialogue with the entire Europe. We plan to involve all the historical Dioceses 34 Cultural and artistic content Cultural and artistic content 35 ACTIVATE

The website www.treasurecluj.com is curated by the experimentation workshops. Partners from European projects in neighbourhoods animate the areas, strengthen Pilot Projects | Prototyping | Good Practices| Journalism Department of Babeș-Bolyai University and networks will be invited for residencies and to give social ties and consolidate ownership towards the river and Mobilising People | Activating Places | offers an open platform for any artist, individual or group, lectures. environment protection. Pop-up events: festivals, artistic Community Actions | Kickstart | Motivate to create documentaries of Cluj-Napoca, on topics like local ƒƒ – pop-up spaces across the city, from interventions, picnics, performances, exhibitions and sports Urban Labs heroes, local history, local architecture etc., and promote its very centre to its neighbourhoods host a series of games are activating specific spots along the riverbeds and SOMEȘ. FROM WEST TO EAST them to large national and European audiences. The second urban laboratories: places where people regardless of stimulate participation. Activate | Urban Regeneration | Community Projects | Green component, curated by the Romanian Order of Architects, gender, age or educational level can interact with new Areas | Meeting Places | Participation | # Flagship Project is a program of artistic interventions in public space, like technologies or come together for DIY workshops. INJOY FUND Activate | Fund | Community Initiatives | Empowerment the Open Courtyards Day. This program also configures ƒƒ Garage 2.0 – is an urban regeneration pilot project, Implementing partners: Cluj-Napoca Municipality, Romanian thematic urban itineraries and runs a legislative initiative to focusing on improving the quality and extending the Order of Architects - Transylvania Branch, RAUM Architecture, Implementing partners: Cluj Community Foundation, Cluj- encourage the sharing of private yards and other spaces with public functionality and use of the spaces between blocks Cărturești Foundation, Fapte Association, AltArt Foundation the general public. The third major component, called the of flats. Small garage buildings lacking a predefined Napoca Municipality, local companies etc. Intergalactic Ethnography Programme, is an extension of design are very frequent in the neighbourhoods of the Transylvanian Museum of Ethnography towards the Hoia Romanian cities. Often they take over the entire area Description: Description: The program will encourage citizens and local operators to Forest – an area renowned as one of the strangest haunted between buildings, leaving no space for public use. The Someș, the river that crosses the city divides and unites the places in the world. This extension will be the host of a pilot project will focus on one such small area, where plan community initiatives. At least ten of these initiatives city in many different ways. Probably the most important will be selected in the first years of the fund 2017-2019, the residency program for European artists invited to explore the inhabitants are interested in the experiment, building a natural resource of the city, the river Someș has been so far idea of modern ethnography. two level structure that provides space for car parking at support increasing in time to 30 projects in 2020 and at least neglected or underexplored – the buildings are positioned 60 community projects in 2021. Besides financial support ground level and green areas to be used as playgrounds, backing the face of the river, the sides do not allow access parks or common gardens on the upper level. This model the selected initiatives will receive in-kind resources and EXPLORE to water or leisure opportunities for the most of its length, guidance in implementation. The fund will be established can be later upgraded and adapted for other similar there are too few bridges to allow easy flow from one side to areas in the region. The project also includes workshops from local public and private resources. another. The river Someș, flowing from West to East, could be Experimenting | Research | Imagination | on green and sustainable architecture, where those the metaphor for the problem that our bid for ECoC addresses New Ideas | Expanding Horizons | Borderline interested can learn how to build structures of clay and through the East of West concept. But it is much more than SHARE Cross-Fertilisation straw, use sheep wool for insulation a.s.o. a metaphor, it is the living reality that cumulates most of the city’s inconsistencies. The project will approach best practices SOCIAL CREATIVITY PLATFORM EXPAND Common Good | Dissemination | from European cities that have found sustainable solutions Distribution | Learning | Together Explore | Social Creativity | Sustainable Cities | DIY Culture | Explore | Cultural Education | Schools | # Flagship Project for water courses similar to our own. Urban Laboratory | # Flagship Project Implementing partners: Cluj County School Inspectorate, INTERCULTURAL PLATFORM From the suburb of Florești to the airport, the project Share | Intercultural Dialogue | Cross-Cultural Co-creation | Implementing partners: Casa de Cultură Permanentă (a schools, cultural institutions, art organisations reinvents the life of the city along the river. Residual spaces house open to creativity based on gift economy, downshifting, Celebrating Diversity | # Flagship Project transformed into public spaces, parks and points of interest community spirit and permaculture), AltArt Foundation, Description: The project involves schools in a series of inspired by the local folklore of each area of ​​the route will tell Colectiv A Association, La Terenuri (At the Playgrounds - activities meant to facilitate cultural education for children Implementing partners: Kincses Kolozsvár Egyesület (Cluj the story of Cluj-Napoca to both locals and tourists, regardless Treasure City Association), the Hungarian Theatre of Cluj, Common Space in Mănăștur Initiative), RAUM Architecture and youth. of the season. Sapientia University, Babeș-Bolyai University, Házsongárd Association, Romanian Union of Roma Youth Communities, Description: The project aims to foster the energies of a Main components: Main components: large number of civil initiatives dealing with grassroots social ƒƒ Development of school curricula for cultural education Bessarabian Initiative Group of Cluj-Napoca, Foreign Cultural Institutes present in Cluj-Napoca, Jewish and Roma NGOs processes in the urban space of Cluj-Napoca. Be it sustainable – including guidebook, exercise book and support Urban Regeneration

living, voluntary simplicity, eco-awareness, urban regeneration materials for teachers – to be taught in schools as an ƒƒ redesigning and refurbishing of specific areas along the Description: or smart city planning, these structures already form networks optional subject. river The project stems from our need to move beyond the frames of practice that make Cluj-Napoca probably the most active ƒƒ Artistic education in schools: following an open call, ƒƒ the expansion and improvement of public space including of multiculturalism that seem effective in preserving identity city of Romania in terms of grassroots civil movements. The artists from various fields – film, photography, music, the generation of new functions (meeting spaces) and and diversity, but proved rather static in creating relationships project will implement a series of small-scale gatherings, dance, theatre, visual arts, literature– will work for one new facilities (bridges) between actors. The project fosters relational processes that based on exchanging experience, experimentation and semester with children aged 10-16, offering them both ƒƒ extending and enhancing the quality of green spaces catalyze intercultural dialogue and cultural learning. prototyping solutions in the urban laboratory of Cluj-Napoca. basic skills in practising one art form and concrete ƒƒ arranging spaces for sports and outdoor activities It aims to create an intercultural platform that supports The project will approach subjects and scenarios specific opportunities to create and perform. ƒƒ improving accessibility both along the water (by building mutual valuing and stimulates cooperation among ethnic to South-East European and Balkan countries in order to ƒƒ Room 20/21 – is a project that directly involves schools bike lanes and pedestrian walk paths) and to the groups. Based on voluntary membership, the platform discover solutions that can be applied in other communities in the production of a professional performance. The waterfront (stairs, platforms, beaches) establishes best practices that various institutions and facing similar problems. show will be developed using a double cast: one of ƒƒ improving the quality of the habitat for endemic plants cultural producers are invited to adopt in their current professional actors, directors and producers and the and wildlife and generating spaces for human-animal activity: such as use of multilingualism, representation of all Main components: second, made of young people from schools in Cluj- interaction (dog parks) ethnic groups in management and programming bodies and ƒƒ Social Creativity Platform - Scenario planning, pre- Napoca. The show, directed by Andreea Iacob, will be increased visibility of the contributions of minority cultural enactments, workshops and symposiums and the release performed alternatively by adults and children/youth. Cultural Activation groups to the respective sectors, be them music, literature or of a zine gathering ideas and initiatives of the scene. A series of cultural activities are designed to inspire citizens medicine. Prototyping will be the theme of a series of hands-on to redefine their relationship with the river. Community 36 Cultural and artistic content Cultural and artistic content 37 TRUST Main components: Main components: Appreciating| Celebration | Excellence | the needs of the Romanian art scene, thereby combining ƒƒ Intercultural Castle / Gilău Intercultural Camp - ƒƒ Each year building to the 2021 programme, musicians Mass Production/Distribution | Scaling Up | on the one hand the monographic exhibitions based on Centered around the three hectare Gilău Castle, just 12 from universities and orchestras across Europe become Mobility | Growth long-term research and on a methodology informed by km from the city, the project establishes an intercultural one Young and Famous orchestra for one week. Following the need of rewriting the recent Romanian art history; venue with permanent programming showcasing a four days of rehearsals, they perform in different locations EUROPEAN CENTRE FOR CONTEMPORARY ARTS and, on the other hand, thematic group exhibitions large variety of ethnic cultures: Romanian, Hungarian, in Cluj-Napoca, in concert halls, hospitals, prisons and Trust | Visual Art | Cluj School | New Cultural Infrastructure | turning to the most urgent issues of the Romanian Roma, Jewish, German and so on. Based on hands-on public space. They attend master classes, participate in # Flagship Project society and the larger cultural context of Central and experimentation and direct interaction of cultures, the workshops and deliver hands on learning experiences to Eastern European art. This department will also develop venue provides frames for co-creating new, cross-cultural local schools. The highlight of the programme is a concert Implementing Partners: Cluj-Napoca Municipality, Museum of a section open to ephemeral art like performance, artistic forms of cultural expression. Language camps, music where all artists perform a single score of classical music. Art, University of Art and Design, Paintbrush Factory – Centre interventions and temporary public artworks, connecting festivals, arts and crafts workshops, cooking and tourism As a legacy of the European Youth Capital hosted by Cluj- for Contemporary Arts, Union of Visual Artists, Plan B Gallery, its physical space with the entire city of Cluj-Napoca. events are all included in the Gilău Intercultural Camp. Napoca in 2015, the grand concert is followed up by a Idea Art+Society, other galleries and organisations A novelty of the scheme is the linking of the events so night-long show where orchestra musicians and DJs play The artistic programme for Cluj-Napoca 2021 ECoC that the cultural outputs of one can be ported to become together. Description: The Cluj School is the name used by the includes several large scale projects combining research, the inputs of the next, upkeeping and facilitating the international art community to refer to a group of visual documentation and exhibitions on the topics of: continuity of audiences and interested citizens to provide INCLUJING YOU artists emerging from Cluj-Napoca and presenting their works ƒƒ Cluj School – Artists. Context. International dimension a flow of intercultural experience. Share | Participation | Europe | Re-connection in exhibitions around the world, from MoMA to Tate Modern and local relevance ƒƒ The Circle of Cultures – is a framework for regular and Centre Pompidou. Their exquisite technique and the ƒƒ Modernity Redeemed by Modernities – a series of intercultural activities that will be set in motion starting Implementing partners: Universities from Cluj-Napoca, Junior specific subjects of their art tackling the memories, realities exhibitions that aim to re-conceptualize modernity from from 2017 to culminate in 2021 with an Intercultural Chamber International Cluj-Napoca, AIESEC - international and illusions of a transition society have been catching the a dialogical enriched perspective. These exhibitions aim Festival. It hosts thematic events where local and student organization, Bessarabian Initiative Group eye of curators, art critics, media and audiences. to articulate key topics regarding the comparative study European cultures are meeting and interacting: reading The European Centre for Contemporary Arts is the flagship of the different artistic approaches of the masters of the evenings of traditional stories and myths, slam poetry Description: In the last 25 years around 400.000 people project of the Cluj-Napoca 2021 programme in the field Cluj School in relationship with their Western congeners. competitions, music jams, a.o. The circle goes beyond have graduated from the schools and universities from Cluj- of visual arts. Hosting phenomena like the Cluj School, it Artists such as Corneliu Brudașcu, Ioan Sbârciu, Ioachim the showcase of specific art and folklore, it generates the Napoca and are now living in Romania and abroad. Since is more than a museum: it becomes the museum of the Nica, Ioan Aurel Mureșan, Radu Solovăstru, Marius Bercea, frameworks for interplay, dialogue and co-creation. a 2014 Eurostat study has proven our city to be the most 21st century, transgressing the concept of local or national Mircea Suciu will be brought in dialogues with artists foreigner-friendly city in Europe, we believe that we have museums and defining its artistic directions in the European of the same generations like the German artists Markus YOUNG AND FAMOUS ORCHESTRA a big opportunity to say Servus to as many graduates and artistic context. It builds on the potential of the vibrating Lüpertz and Martin Kippenberger, the Italian artists Share | Music | International Orchestra | Youth Exchange | their families and friends. InClujing You aims to activate the local visual arts scene - in a constant dialogue with the world. Francesco Clemente, Mimmo Palladino, the Dutch artist Participation European community of those who are emotionally connected Marlene Dumas, and other Western artists that will with the city, in an attempt to strengthen Romania’s image The ECCA is an institution of the future, piloting a model answer to this challenge.The exhibitions will be realised Implementing partners: Young Famous Association, Babeș- abroad. of cooperation for its management and artistic direction with the support of several Romanian and Western public Bolyai University, Gheorghe Dima Music Academy, Transylvania – almost all prominent actors in contemporary art in Cluj- and private collections. Curated by Maria Rus Bojan and State Philharmonic Orchestra, Romanian and Hungarian Main components: Napoca being part of the project. It is the first space to Ami Barak. Operas, Cluj-Napoca Municipality The project is meant to happen every year, starting with 2016, allow large scale exhibitions and archiving of contemporary ƒƒ Instant Art History – five shows starting from the idea and consists of a week of events and activities that celebrate artworks in the region. Research and small scale exhibitions of an accelerated art history, which looks at the recent Description: Young and Famous Orchestra came into the diverse cultural values of our city and of the ones who take place as of 2017, while the Centre with all its Romanian art and tries to create flexible narratives,. Eg:A being in 2015 as an initiative to reinvent the experience of love it. We plan to be a gathering of hundreds of people in departments and the flagship exhibitions is launched by the Short Story on Gestures and Attitudes – an exhibition classical music. To bring back audiences to concerts and a the first year and thousands of people in 2021: those living end of 2020. of immaterial art with Norbert Costin, Andreea Ciobica, living atmosphere to concert halls, talent, enthusiasm and abroad and emotionally connected to the city are invited Catalin Ilie, Larisa Sitar, a.o. curated by Diana Marincu. open minds are needed. Thus conductor Vlad Agachi, disciple to bring friends and families to a yearly meeting in Cluj, to Main components: ƒƒ Social and Political Art or Good Art? Can’t we have of Daniel Barenboim - musical director of the Berlin State discover or rediscover the city. We call this personal tourism. ƒƒ The Centre for Research and Documentation – focuses both? – a three year programme curated by the IDEA Opera and La Scala in Milan - took the initiative of setting InClujing You will be the perfect framework for activities on the research and archiving of the works of Romanian arts + society curatorial collective, featuring works from up an orchestra made of both young and famous musicians. like urban exploration (rediscovery and revitalisation of artists from the 1950’s to the present. Currently most of artists such as Thomas Hirschhorn, Maria Eichhorn, Oliver Young, to mobilize energy and passion and famous, to representative places in the recent history of the community), the early art of this period is under the risk of being lost Ressler, Hito Steyerl, IRWIN, Chto Delat, Apsolutno, Klaus acknowledge and connect to the outstanding performance of class reunions, international fairs and guided tours of Cluj- or depreciated because the artists of this generation are Schaefler, Dénes Miklósi etc. already accomplished musicians. They are engaging on stage Napoca and Transylvania. dying and there have been no institutions capable of ƒƒ Department for Media Art – will focus on the research in a dialogue with artists from other fields and with scientists purchasing, preserving and putting into a larger context and exhibition of new media: video art, interactive and, by playful interactions and performing in unexpected The project also creates a framework for a better cultural and their work. The work of the department is reaching out to media art and art using locative media, environmental locations, they are closing the gap between the stage and social accommodation of the foreign students living in Cluj- audiences through publications issued by its Publishing technology, mobile technology and performance. The audience. The European Capital of Culture is where Young Napoca to the city life. It addresses mainly the community of Programme and feeds-in the Exhibition Programme. department is a joint project of ECCA and the Center for and Famous go European. French speaking students and the students from Republic ƒƒ The Exhibitions Department – manages the exhibition Media Arts and Information Culture, included in the of Moldova. programme that focuses on the artists and the conceptual Cluj Media City project. and artistic directions of the local art scene, and at the ƒƒ Lab for Conservation and Restoration of Artworks same time it presents trends, experiments and excellence – provides accredited expertise and services for the in contemporary art on the national, European and conservation and preservation of artworks, and offers international scene. The exhibitions will take into account employment opportunities for the graduates of the 38 Cultural and artistic content Cultural and artistic content 39

specialised department of the University of Art and companies will be programmed throughout the year. technologies in order to expand/improve culture, science support for 200 youth initiatives. Thus empowering Design. The lab will be the first regional provider of this An experimental multi-language, multi-company and everyday life. The centre experiments and pilots youth and offering them the framework to build their type of service. performance mixing dance, theatre and video will be new technologies for media arts and science/business/ programme for the ECoC 2021. ƒƒ Department for Education and Audience produced, too. Its premiere is scheduled for the autumn educational purposes. It offers audiences opportunities ƒƒ Day 15 - (flagship project of the European Youth Capital) Development – generates a long term strategy for season, when an international performing arts networking for hands-on experience with ICT. It offers courses to become Day 21 in the Cluj-Napoca 2021 ECoC attracting audiences and offering opportunities in meeting will take place. Furthermore, three major of different complexity to different groups: use of calendar – each month a day is dedicated to a theme of cultural education and participation for public. The main European co-productions will be premiered during 2021. interactive/sensor based technologies for performing general interest, that the community is invited to engage focus of this department will be the construction of an ƒƒ Leading international performing artists will be involved artists, coding for visual artists, but also PC use for elderly with through simple actions. open and transparent relation to the public by developing in productions hosted by local art companies –for and basic coding for children. It develops programmes a consistent and permanent program of talks and example Cluj-Napoca National Theatre will stage new and platforms to encourage innovation and prototyping. ECoC CEREMONIES workshops addressing issues regarding the new curatorial works by directors Roberto Bacci and Rodrigo Francisco. ƒƒ Interdisciplinary Residencies – to support the Trust | Official Moments| Music | Celebration | Street Festival| trends, the new museography a.o. ƒƒ NomadEast – imagined as a platform for mobility and development of new products, services and applications Open Access| Visitors| Preview | Joy ƒƒ Artists-in-Residence – the centre will offer studio space exchange, the programme includes multidisciplinary of companies in the software and media sector, a and support for Romanian and international artists in artistic residencies, a travel fund to support working programme of interdisciplinary residencies is offered to Implementing partners: Cluj-Napoca Municipality, Cluj residence. placements for performing arts professionals from all mixed group of artists, scientists and developers. County Council, local, national and international cultural countries in Europe within Eastern European companies producers Infrastructure development: A building project for the ECCA and a co-production fund, supporting the collaborative REMAKE will start in 2016 and is due to be finished by 2020. production of contemporary theatre, dance and music Trust | European Capitals of Culture legacy Description: The Opening Ceremony of the ECoC year will performances for Cluj-Napoca 2021 ECoC. The project be organised in the second weekend of January 2021, with a PERFORMING EAST – PLATFORM FOR PERFORMING ARTS also includes a series of workshops for non-professionals, Description: The programme will consist of remakes of special programme of music, street performance and official Trust | Performing Arts | Music | Eastern Europe | Mobility | involving them also in small scale performances and landmark artistic productions of past European Capital of moments involving representatives of the European Union, Learning and Performing | Drama Writing | Co-Production | community projects. Culture. Art shows, installations and performances will be of Member States, of the Romanian government and local Youth Participation | Translations | # Flagship Project re-made, looking not only to reproduce the artistic drive and regional authorities. Similarly, a Closing Ceremony will CLUJ MEDIA CITY and quality of the original act, but to also embed the be organised in December. A third Celebration will also be Implementing partners: Cluj-Napoca National Theater, Trust | Media | ICT | Cultural and Creative Industries | Film transformations that the artistic production, the artist team included in the calendar, as an offer to European travellers Hungarian State Theatre, The National Opera, The Co-production | New Media Art | ICT Education | Research and and the society at large have been undergoing meanwhile. to stop by, explore the city and share our joy of being, for one Hungarian Opera, Transylvania State Philharmonic Orchestra, Development | # Flagship Project The selection of artworks and performances to be part of year, the European Capital of Culture. This ceremony will be Gheorghe Dima Music Academy, Colectiv A Association, the Remake project is done by Carlos Martins, director of conjoined with the Cluj-Napoca Days, the days when the Paintbrush Factory, Babeș-Bolyai University - Theatre and Implementing Partners: Romanian Film Promotion / Guimarães 2012. city traditionally invites its international partners and sister Television Department, Reactor - for creative experiments, Transilvania International Film Festival (TIFF), The European cities to join our celebration. This will be the peak time for Create.Act.Enjoy Association, GroundFloor Group, Serghei Foundation for Urban Culture / Comedy Cluj Festival, YOUTH LEGACY the InClujing you project. Moreover, special events involving Lunchevici National Philharmonic (Chișinău), Centro per la University of Art and Design, Sapientia University/Faculty of Trust | Youth | Schools | European Youth Capital 2015 | the members of the community will be organised in all the Sperimentazione e la Ricerca Teatrale - Teatro della Toscana Film and Media, Babeș-Bolyai University / Faculty of Theatre Participatory Budgeting neighbourhoods of the city. and Television, Cluj-Napoca Technical University, IT Cluster, Description: This flagship project builds a story around the Regional Centre for Excellence in Creative Industries (CREIC). Implementing partners: Share Federation/European Youth The ceremonies will be accompanied by a three days specificity and excellence of the Cluj performing arts scene, Capital 2015 team, schools and universities, Cluj County programme of events, among which the Open Access Days supporting and highlighting the works of its two national Description: The project aims to provide support for the most School Inspectorate, youth NGOs, Cluj-Napoca Municipality – when cultural venues open both their front and backstage theatres and two operas, the orchestras and the growing promising branches of the creative industries sector from the doors for audiences to explore their universe, and the number of independent companies and events in theatre, region. It brings together artists, designers, film and media Description: The project aims to ensure the continuity of Cultural Agenda Fairs where organisers of cultural events music and dance. makers with ITC specialists and business people. It creates some of the youth programmes and policies developed within within the ECoC framework present their programme, offer opportunities for learning and cross-sector collaboration, Cluj-Napoca 2015 European Youth Capital. ticket (pre)sales and meet their audiences. The Platform focuses on the outstanding contributions of the research&development and production. Part of the activities Eastern European performing arts to the international arts of the project are hosted by the Regional Centre for Main components: OPEN ACADEMY OF CHANGE scene. Contemporary authors and productions as well as their Excellence in Creative Industries, the construction of which ƒƒ SharED – it is a platform involving all schools in Cluj- specific themes, approaches and concerns are at the core of is due to be completed by 2016. The centre provides office Napoca and organisations in the youth sector in joint the programme. spaces, laboratory and studio spaces for creative professionals initiatives that aim to involve the pupils in the life of Learning | Sharing | Connecting | and startups, film studios and media production units. the community through: voluntary activities, decision Participation | Audience Development | Main components: making, international mobility, community projects, Access to Culture | Networking | ƒƒ wRite of Spring– is the platform dedicated to Main components: entrepreneurship etc. Volunteers | Training | Open Courses | playwriting, as well as to theory, history and research of ƒƒ Centre for Media and Film Production – it includes ƒƒ Com’on Cluj-Napoca. Youth for a Common Cluj. In Cooperation | Community Meetings | performing arts. Under the guidance of an international a Professional development programme to boost 2013, the city started the first participatory budget Community Facilitators | Co-creation | artistic board, throughout our programme, we aim to entrepreneurial and production skills for film and media project in Romania, involving citizens in a democratic Special publics | Professional Development | promote Eastern European drama. Activities include a professionals, a Visual Culture and Cinema Educational deliberation and decision making process for establishing Mobility Fund | Artists-in-Residence | workshop for young playwrights, writers in residence Programme for children and youth and Transilvania the best way to spend part of the public budget. In 2015, Working Placements programme, and a translation and publishing programme. Film Fund – a regional co-production fund for film. the city piloted a youth participatory budgeting process ƒƒ Performing East – a showcase of performances ƒƒ Center for Media Arts and Information Culture – it and supported over 100 youth initiatives. The programme Description: by Eastern European directors, choreographers and aims to make better use of the existing and developing will continue annually and will culminate in 2021 with Based on various theories, not only action is needed for 40 Cultural and artistic content Cultural and artistic content 41

change to happen, but also the actors of change - people and between different institutions, or individuals trained ______institutions with appropriate skills. In his book The Tipping to fulfil this role. They will be resource people for all The Musical Autumn of Cluj European collaborations: UK, Norway, Serbia, France, Spain, Austria, Point, Malcolm Gladwell introduces the idea that three projects in the cultural programme, especially for the Wonder | Classical Music | Festival | Hungary, Greece, Turkey, Poland, Czech Republic roles/actors are to “play a critical role in the word-of-mouth integrated flagship projects. Organized by the Transylvania State Philharmonic Orchestra Networks: EFFE - Europe for Festivals, Festivals for Europe epidemics that dictate our tastes, trends and fashions”, and ƒƒ Volunteer and Working Placement Programme - since 1965, this is one of the longest running classical music ______these are mavens, connectors and salesmen. Mavens are intends not only to fulfil the needs for volunteers of international festivals in Romania. It has a rich musical repertoire Hungarian Cultural Days of Cluj those accumulating knowledge, connectors are those who are our Cluj-Napoca 2021 project, but also to establish an in terms of composition and interpretation and a programme of Share | Hungarian Culture | Intercultural Dialogue | Participation | the nodes of a network, being able to create links between ongoing community program for attracting and training masterclasses. Started in 2010 and mobilising almost 200.000 people (in 2015) European collaborations: Germany, Hungary, Croatia, Norway, in the last week of August, the event animates the entire city in a people belonging to different groups and salesmen are volunteers, for local and international (especially Netherlands, Switzerland, England and Spain diverse programme celebrating not only the Hungarian cultural charismatic individuals that are able to generate trends. Our European) projects. The Programme addresses not only ______inheritance from Transylvania and the Carpathian basin, but also OAC provides these functions: the Open University is our youth, not only Romanians and not only the cultural Transylvania International Book Festival the multicultural life developed in Cluj-Napoca, through concerts, nest of Mavens, the Facilitators Programme is generating sector, but will have dedicated objectives for children Wonder | Literature | Book Fair | Translations | exhibitions, public talks, fairs, workshops, educational activities, and Connectors and our Ambassadors and Volunteer programme and elderly, for persons with special needs and for An annual event, the festival encourages and stimulates the gastronomy. is the Salesmen club. connecting the city with Europe. The Programme is interest for literature and creative writing, bringing together European collaborations: Hungary /Budapest, Pécs, Eger, set on three main directions: (1) involving of cultural readers with publishers, agents, booksellers, librarians, academics, Nyíregyháza, Gyula, Esztergom Main components: operators, key businesses, local government, volunteer translators, artists and authors. ______ƒƒ Open University – is a programme under the OAC, centres and NGOs as providers of volunteer opportunities; European collaborations: France, Belgium, Italy, Hungary, Norway, Cluj-Napoca Days established three years before the actual year of the title, (2) promoting the role and benefits of volunteering for Portugal, Ukraine Share | Cultural Diversity | Participation | Twin Cities | aiming to transform the whole city in a place of learning. the general public; (3) developing leadership, project ______With a programme consisting of several hundreds of events that Within the university, which is not concentrating on a management and advocacy skills for community members. Steps Dance Festival take place all across the city, Cluj-Napoca Days attracts a wide single place but rather is connecting every interested ƒƒ An Artist-in-Residence scheme – to foster European Wonder | Contemporary Dance | Workshops | and diverse audience: 80% of citizens attend at least one of its institution, company, organization or household in the city and cross-border cooperation and co-production, the AIR The Festival brings to Cluj-Napoca world class contemporary dance activities. Artists and from all the cities that Cluj-Napoca is twinned in a network of knowledge courses in various disciplines facility is coordinated within the OAC, yet the residencies performances. It is a creative platform for dancers, choreographers with participate in common cultural programmes. and practices from quantum physics, to neuroscience, themselves are taking place within the different projects and directors by offering workshops, themed events and Network: Twin Cities banking, art history to music, cooking and gardening are within the WEAST categories. educational programmes. ______offered to anyone. Imagine university teachers taking ƒƒ Mobility Fund – starting 2018 a mobility fund will be European collaborations: Portugal, Greece, France, Israel Transilvania International Film Festival (TIFF) ______Trust | Film | Award | Arts | Cinema Education | break dance classes from the teenagers’ club in Mărăști established, with the view to facilitate local artists and Hungarian Theatre – Interferences Festival TIFF is a well-known brand of Cluj-Napoca on the international district, the town hall opening its doors to trainees of all producers to connect to European partners and realities, Explore | Theatre | Drama | European Performing Arts | Showcase | film scene due to its outstanding programme. Its 14th edition in ages, an IT programmer attending a course in psychology to promote their work and develop professionally. Workshops | 2015 presented 223 films from 60 countries, and involved 850 film at the university, and a retired person learning to use the It supports local artists to participate in festivals, The festival presents a kaleidoscope of some of the most professionals and 110.000 attendees. latest mobile technologies at one of the IT companies in residencies and conferences in different countries. interesting trends of contemporary theatre. It is organised European collaborations: Bosnia and Herzegovina/Sarajevo, town. The courses are offered for free or in a networked ƒƒ Audience Development Programme – is a framework biannually by the Hungarian Theatre of Cluj, since 2007. Lithuania/Vilnius, Bulgaria/ Sofia, Turkey/Istanbul, Germany/Berlin, system of credits where time devoted to training, for professional development for cultural operators European collaborations: Hungary, Italy, Poland, Germany, UK, France coaching and volunteering can be exchanged with a to improve their expertise in working with different France, Serbia, Croatia, Netherlands, Slovenia Networks: European Film Promotion, Fédération Internationale des time credit for attending courses, and getting specialized audiences. It involves training and mentoring in Network: European Theatre Union Associations de Producteurs de Films advice or service from fellow citizens. elaborating audience development strategies and actions. ______ƒƒ Facilitators Programme – a key role to fulfil in order It also trains a group of experts in this field, to provide Temps d’Image Festival Electric Castle Festival (EC) to achieve the desired momentum in our community is assistance to cultural producers in designing activities for Explore | Theatre | Dance | Video | Experimental | Socially Engage Trust | Electronic Music | Banffy Castle - Bonțida | the connector. The facilitators are a group of people that disadvantaged or special publics, in planning cooperation Practices | Established in 2013, EC brings electronic music and urban activities either by their current positions are acting as connectors with schools, and applying a standard set of best A networked festival taking place in several cities in Europe each to a castle domain - the Bánffy Castle in Bonțida village - near Cluj- and translators between different social groups and practices in community work (Community Label). year, Temps d’Images in Cluj-Napoca is focused on interdisciplinary Napoca. In 2015 about 15% of the ticket buyers were foreigners artistic research and co-production. Providing a radiography of a – almost 3000 (most of them from UK, Germany, France and the society in constant change, the festival is a platform for reflection Netherlands). ESTABLISHED EVENTS and civic engagement. European collaborations: UK, Germany, Austria, France, the European collaborations: France, Germany, Czech Republic, Poland Netherlands, Russia, Hungary, Ukraine Networks: Temps d’Images Festival Network, EEPAP, Balkan Express ______The cultural agenda of the city includes a series of established events that already have the scope and/or the scale ______Untold Festival of a European festival. Some of them have already become prestigious events in their field and have significantly Jazz in the Park Trust | Electronic, Pop and Rock Music | European Youth Capital contributed to raise the cultural profile of the city. These events are also connected to the ECoC programme. Following Activate | Public Space | Jazz | Music | Street Art | 2015 | joint working sessions, organizers of these events confirmed interest to gradually develop themes and projects in Cultural Education | Participation | Untold Festival was the highlight event of Cluj-Napoca 2015 correspondence with the concept of the candidature, both in the years leading to the title and in 2021. Inspired by an American concept from the 70’s, the festival focuses European Youth Capital programme, reaching an audience of on reactivating green public spaces through music and outdoor 240.000 people from Romania and different European countries. It activities accessible to everybody. It includes a Fund to support will continue in the next years as a legacy of the EYC 2015. young jazz artists and community initiatives, raised through crowd funding and corporate donations. Artists from ten European countries met with the 55.000 participants of the 2015 edition of the festival. 42 Cultural and artistic content Cultural and artistic content 43

3.3 How will the events and activities that will constitute 3.4 How will the cultural programme combine local cultural heritage and the cultural programme for the year be chosen? traditional art forms with new, innovative and experimental cultural expressions? The selection of the activities and the overall quality of our the flagship projects, new actions will be added during cultural programme is ensured by the Artistic Director and the the preparation phase (2017-2018), mainly as a result of It is by our East of West concept itself that we committed contemporary living, for instance by using such buildings Artistic Board. They will make sure that the activities fit the participatory curating workshops. ourselves to create a cultural programme that welcomes for contemporary art exhibitions/performances. Taking into conceptual framework defined by the East of West concept the productive confluence of cultural differences. As a direct account that Cluj-Napoca is an uprising IT hub (almost and WEAST structure and fulfil the criteria ofartistic quality, Open calls for projects are planned for 2017 and 2020 In consequence the convergence of old and new, urban and rural, 10.000 people working in this sector), new media and new collaboration, participation, inclusiveness, European 2014 we have made our first call for project ideas, with the traditional and innovative is a core feature of the cultural technology will be extensively used in our programme also dimension. aim of making an inventory of the first activities that the experiment processes we envision. for the purpose of making heritage available for online/ local cultural sector envisions for the cultural programme. digital exploration. Given the participative process by which the current The result was a list of 60 projects that we used as a starting We can trace this principle in almost all of our flagship programme framework has been developed – involving point for the specialised workshops at the end of which our projects. For instance, Transylvanian Village, focused on cultural producers, experts of different sectors and members flagship projects were designed. Apart from being essential the traditions and heritage of the surrounding rural areas, of the community – participatory curating practices will for the design of the theme projects, this first call for entries involves contemporary artists in village residences, thus necessarily be employed in further selecting the activities in was a very important learning experience both for our team supporting the creation of new works inspired from traditions. our programme. In this respect, besides open calls for projects and for the local cultural sector, as it was the first time the It also provides that the local heritage is being available to addressed to local and European cultural producers on one cultural operators of Cluj-Napoca were involved in such a be explored using new technologies. hand, and to local community groups on the other hand, large and productive debate. Based on this experience and on we will organise working sessions for project development. the above mentioned criteria we will run two more calls for The Social Creativity Platform generates the framework for These participatory curating sessions are important primarily projects, one in 2017, to make a primary selection of activities experimental models of sustainable urban living, some of regarding special groups – Roma, disabled, elderly etc. – in that can also include preparation phases in the years before which are inspired from traditional lifestyle: permaculture relation with whom artists and cultural producers have the title, and the other in 2020, to allow for new initiatives initiatives rely on the knowledge of traditional farmers, usually limited knowledge and experience. and trends to be included in our programme. Do-it-Yourself work inspires from old crafts and handmade products, eco-building looks back to traditional resources and The flagship projects that we developed are integrated While the calls for projects are the main method to techniques such as straw roofs, clay walls and wool insulation. approaches to the themes that are most relevant for the encourage, allow and structure the way in which the local and change we envision for our city and region through our ECoC European cultural operators contribute to our programme Within the framework of Treasure Cluj, the Intergalactic bid. They have been the result of a coordinated creative for 2021, our artistic team is also committed to continuously Ethnography project aims to combine the traditional effort of 70 cultural operators and constitute the base of look for independent projects which might be relevant for the elements present in the current Ethnographic Park (located our programme. To the core activities already defined within programme. on the edge of Hoia Forest), along with their corresponding folklore and myths, with fictional elements related to the urban legends of the past 60 years related to the Hoia forest, that seems to be the preferred site for UFO landings and paranormal events. Artists, ethnographers and engineers come together to build physical narrative installations and design exploration scenarios that tell stories about past, future and Several established events in our programme already imagined worlds. These art installations will be the basis for combine the traditional and experimental forms: Electric gradually building up a theme park in the area. Castle festival brings electronic music and new media installations in a baroque castle, the Hungarian Days have The project also researches old and traditional technologies been producing interactive showcases of both traditional and puts them in contemporary context, comparing them with and contemporary Hungarian culture and Temps d’Image current technologies used for the same purpose. For instance, Festival has an ongoing tradition in affirming the value of we will follow the alphorn, a wind instrument used in Apuseni interdisciplinary creation. mountains both for music and long distance communication, compare it with modern communication emergency systems Also, our calls for projects will aim, among others, to generate and generate a multimedia alphorn installation that we use cultural projects and processes that combine past and to send out, into the outer space, the Servus message. future, tradition and innovation by specifying this criterion in the selection process. Furthermore, our Facilitator Someș - From West to East aims to develop through Programme within the Open Academy of Change works experimental ways the usage of a river course in an artistic as a layer of micro-curating too, assisting cultural actors to discourse. explore, identify and implement new, experimental ways of productively combining traditional with new cultural All the activities to restore and promote heritage are expressions. aiming to create a direct relation between the heritage and 44 Cultural and artistic content Capacity to deliver 45

3.5 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 4. Capacity to deliver and cultural organisations with which cooperation is envisaged and specify the type of exchanges in question.

4.1 Please confirm and evidence that you have broad and strong political support Local artists and cultural institutions and organisations have Throughout this process, the Cluj-Napoca 2021 Association and a sustainable commitment from the relevant local, regional and national actively taken part in the process of designing the current and its main team have acted as facilitators, creating the public authorities. programme. frameworks and necessary conditions for the actual artists and cultural producers to express their will and knowledge Between 2010 and 2012 the Cluj-Napoca 2021 ECoC regarding the programme design. This principle will be Association has established seven working groups – further carried out through the programme implementation performing arts, visual arts, heritage, literature, cultural phase. The Cluj-Napoca 2021 Association will organise diplomacy, new media, cultural education - that brought just few of the actions within the programme (e.g. the together the professionals of the respective disciplines to Ceremonies and Open Academy of Change main projects), produce a first assessment of the strengths, challenges, needs its main role remaining that of facilitating and coordinating “We are much honoured to hereby state that the Cluj-Napoca City Hall and Local Council, and and potential of the city’s cultural sector with the view to bid the process. the Cluj County Council fully support the candidature of Cluj-Napoca as European Capital for the ECoC title. The reports of these working groups led to of Culture 2021. The authorities we here represent are founding members of the Association the development of the main directions of the project. The projects within the cultural programme are mostly carried that has run the bidding process. We are proud to announce that the local and the regional out by local, regional and European cultural organisations, administrative structures have adopted the resolutions to ensure the necessary budget for the Between 2012 and 2014 we mobilised a group of local acting individually and/or in partnerships. In the case of the preparation years and for the ECoC event.” experts from various fields (the core of this group consisted flagship projects, given their complexity and importance of 25 people) to provide the key input for the programme in fulfilling the vision of our bid, implementation is carried Emil Boc Mihai Seplecan preparation. They have coordinated the process leading to out by multiple partners covering all the fields of expertise Mayor of Cluj-Napoca President of the Cluj County Council the elaboration of the Cultural Strategy and of the Creative touched by the projects: culture, architecture, technology, Industries Strategy, of the East of West concept along with social sciences, public administration a. o. the slogan, the WEAST programme lines and to identifying the key project themes. In total, during this period, over Each of the flagship and main projects involve local and 200 people collaborated voluntarily for the programme European partners and professionals. The project descriptions development. Public debates, press conferences and presented earlier in this chapter detail the local institutions presentations for key stakeholder groups - political parties, and organisations that will contribute to the implementation Financial commitment administration, cultural sector, academia, business, minorities while some of the European partners are mentioned in groups, schools and high schools- were organised when Chapter Two / European Dimension. In June and August 2015, the Cluj-Napoca Local Council and the mayors is convicted and a county council president is finishing each main step. the Cluj County Council unanimously adopted resolutions prosecuted for corruption, but the bidding process wasn’t regarding their contributions to the operational budget for disturbed. The Association executive team is still the same The programme development was in itself a collaborative ECoC 2021: 15 m euros, respectively 6 m euros. that started this endeavour, regardless of the turbulences that process that took six months (October 2014 - February 2015), shook the city. and involved organising around 20 thematic meetings with Institutional support artists, cultural producers, representatives of public and Political commitment private cultural venues, along with experts from the local Cluj-Napoca announced in 2010 its candidature for the administration, the business and academic sectors. A public ECoC 2021. An independent NGO, named Cluj-Napoca In 2013, Cluj-Napoca became the first Romanian city- call for ideas has been organised in 2014 bringing forward 60 2021 European Capital of Culture Association, having an candidate where all political parties represented in the project proposals for our programme. Most of these proposals autonomous executive team, was then founded for this City Council and in the County Council signed a protocol for served either as starting point for the activities integrated in purpose. The mayor of our city and the president of our supporting this bid and the Association which implements it the flagship projects or as individual projects for our cultural County Council are members of the Association’s Board of accordingly. Seven party branches, including the Hungarian portfolio. The programme lines and the cultural program Directors. minority one, undertook this candidature as a priority project itself were developed by the members of the bid preparation for the city development. team, cultural institutions and the civil society. Since the beginning, the city and county legislators have approved the budget, the action plan and the overall strategy During the five years of the preparation process, neither the For further developing the programme, as already mentioned, of this Association, thus offering a full stability to our local parties nor the institutional leaders have used this we will invite local and European cultural producers endeavour. project for political goals. Thus, we are confident that no to propose relevant initiatives through open calls and election cycles or any other contingent situation can hijack participatory curating workshops. From 2010 to 2015, the leadership of the city has changed our bid for ECoC 2021. several times: we had three mayors, two presidents and one interim president for the County Council. Moreover, one of 46 Capacity to deliver Capacity to deliver 47

There are two city owned spaces in the city centre – The depot, the Remarul 16 februarie and other former factories, Casino Centre for Urban Culture and the Taylor’s Tower abandoned electric plants, water towers - to generate and two such spaces in the largest neighbourhoods – awareness of these spaces and bring cultural events to less Cinema Mărăști and Cinema Dacia (former cinema halls known places in the city. Since ownership or legal issues rehabilitated). These spaces will serve in 2021 both as info prevent some of these spaces from receiving a long-term points for the ECoC programme and venues for some of destination, thus remaining unused for years, we aim to the activities of the Open Academy of Change such as generate best practices in giving temporary cultural use for the cooperation meetings of the cultural and non-cultural such buildings and places. operators, workshops, trainings and courses, public talks and small exhibitions and performances. A large number of the events in our programme take place in public spaces, both in the city centre and across the city, in The city has two modern stadiums, one of 25.000 seats and neighbourhoods and the villages of the metropolitan area. the other, opened in 2010, with a capacity of 35.000 seats On the occasion of the ECoC title various public spaces will (Cluj Arena). There are also two multipurpose halls, with the be rehabilitated, having in view also their potential as places capacity to host an audience of 5.000 and 10.000 people, for hosting cultural events, pop-up markets and gatherings. A respectively. The newest multipurpose hall was opened in guide to responsible and sustainable use of public space will 2014 and it is the largest of its kind in the country. These be created, too. spaces, designed primarily for sports events and increasingly used for hosting festivals and other cultural events, will play The Regional Centre for Excellence in Creative Industries an important role in delivering the large scale events of our (CREIC), due to open in 2016, will host in its premises cultural programme. The major festivals and music concerts most of the activities of the Cluj Media City project of our that create highlights to attract the wide European public, programme, including training, interdisciplinary residencies, will take place in these venues. The opening and closing and production support for film and new media. events of our ECoC year, addressing large audiences, will make use of the Cluj Arena stadium and various public spaces When considering the cultural infrastructure, besides in the city. the buildings and their facilities, we also rely on the soft infrastructure, a pool of approximately 2.500 people 4.2 Please confirm and evidence that your city has or will have adequate and Following a growing trend among independent cultural employed in the cultural institutions and main events venues. viable infrastructure to host the title. To do that, please answer the following producers to open contemporary arts venues in former They cover a wide range of specializations, from artists to questions: industrial or abandoned heritage spaces – such as the technicians, stage designers, producers and PR and marketing Explain briefly how the European Capital of Culture will make use of and develop the Paintbrush Factory, ZUG and Reactor – and considering the experts, teachers and other cultural operators. Adding to city’s cultural infrastructure. dynamic of the city real estate, our programme has a special these around 2.000 artists and creatives that occasionally focus on temporarily activating various urban spaces. While participate in the production of events, along with the 2.000 the existing independent venues will host and produce art and media graduates of each year, we get a consistent Cluj-Napoca has a fairly good cultural infrastructure. Our school art project Room 20/21 will also be produced events within the ECoC programme, particular events target pool of human resources that the ECoC programme can and Among the indicators that positioned Cluj-Napoca as the and performed in the Cluj-Napoca National Theatre. These neglected, invisible or decayed spaces – such a former film aims to mobilise. most culturally dynamic city in Romania (Bucharest as an venues are also hosting touring and invited productions – for administrative capital was not included in the study), cultural instance the Temps d’Image and Steps festivals will present infrastructure rated as one of the strengths of our city. part of their programme on the two national theatre stages. What are the city’s assets in terms of accessibility (regional, national and international The main cultural venues of the city - the two theatre and transport)? opera buildings, the puppet theatre and the museums – are The European Capital of Culture title is a valuable opportunity used for the regular programmes of the respective public for the rehabilitation of the buildings of these institutions cultural institutions. Within the ECoC programme, all these and to improve their equipment and audience facilities. The Cluj-Napoca lies in the heart of Transylvania, at an equal traffic percentage (almost 80% in each of the last three institutions carry out special activities that link to the themes ECoC will facilitate for public and independent producers distance, around 450 road kilometres, from our country’s years), it has become the most important regional airport in and concept of our bid. Cluj-Napoca National Theatre has access to funds to upgrade their technical facilities and will capital, Bucharest, and from Hungary’s capital, Budapest. the country, with high standards and secure services for all been organizing since 2011 The International Meetings – a set up an equipment base for events in public space, that will airlines and passengers. platform for international dialogue and cooperation through be available for delivering the cultural programme of the Air access theatre. In 2021 this platform will be at its fullest and the ECoC year and the years to follow. Alongside the main traditional airlines, low-cost and charter Cluj-Napoca National Theatre will organize a ten days theatre Cluj-Napoca is a gateway to Transylvania due to Avram Iancu flights complete the services offered by our airport. Therefore, festival The Hungarian Theatre of Cluj has organized since In the case of the Museum of Art and the Pharmacy Collection International Airport, which is located ten kilometres East of Cluj-Napoca is permanently connected to the European air 2007 the Interferences Theatre Festival. The Hungarian of the National History Museum of Transylvania, which have the city centre - around 20 minutes by car from the city centre. hubs (more than 20 destinations, of which 8 capitals) and Theatre of Cluj is a member of the Union of the Theatres had their buildings retroceded, the ECoC title will be able to In the last three years, our airport has registered an annual furthermore, during summer, to the Mediterranean area (both of Europe and this festival aims to bring together all the create the necessary decision-making will at local, regional traffic of more than 1 million passengers, thus being the mainland and islands). theatres of this union. In 2021 the Interferences Festival will and national level in order to either buy the old buildings or second largest airport in Romania. Because of its international have a special edition and the members of the Union will be find new buildings for their activity. invited to perform in Cluj-Napoca. 48 Capacity to deliver Capacity to deliver 49

Regular and charter flights Number of total & international arrivals What is the city’s absorption capacity in terms of tourists’ accommodation?

Cluj-Napoca is the unofficial capital of Transylvania. Not Source: merely due to its population, business power or geographical City: 5.670 beds Avram Iancu position, but because it pumps energy into the region County: 4.600 beds International Airport, 2014 and attracts the major knowledge flows. Whoever wants Locals registered to understand Transylvania, besides the fortified Saxon in CouchSurfing networks churches, the amazing Romanian and Hungarian dances or and Airbnb rentals: 5.240 beds the transhumance of the Romanian shepherds, needs to take Campus places: >2.000 beds a breath of our city’s atmosphere. Total: 17.510 beds

This status is proven also by the tourist dynamics: around Untold Festival audience: 240.000 260.000 arrivals in 2014 and almost 493.000 overnight stays. Maybe the best proof the city is ready to host big events and But these figures represent less than 28% of our annual to accommodate a huge number of tourists is Untold Festival absorption capacity, which exceeds 2.1 million overnight which happened this year, as the main event of the 2015 stays. European Youth Capital.

According to the National Tourism Authority, Cluj-Napoca It registered a 240.000 audience during four days. From has one of the best accommodation capacities in Romania, the total number of unique ticket buyers, 15% were foreign regarding the number of beds and hotels classification. citizens and 35% were coming from different parts of There are multiple possibilities to reach the city centre hours, but completion of Transylvania Highway, which links Romania. It was for the first time when all hotels in Cluj- once you check-out from the airport: shuttle bus / executive Braşov to Oradea via Cluj-Napoca, will shorten this time to We have a total of 151 hotels, hostels and pensions. Speaking Napoca were fully booked. transfers, regular bus lines (the bus station lies at the about one hour. Transylvania Highway was set as a priority in of beds, the number is 5.670, of which 4.000 are in hotels. entrance of the airport and you can purchase tickets through the Romanian National Infrastructure Master Plan and it will Among these there are 23 three-star hotels, 15 four-star Quality and creativity SMS), taxis waiting in front of the Arrivals terminal (less than be ready by 2018. hotels and three five-star hotels. In a city where the main reason for incoming travel is 8 Euros per drive to the city centre) or rent-a-car companies business, the quality of services has to naturally grow high. within the airport. City transportation In addition, 5.240 locals are registered in CouchSurfing and Furthermore, in a city where students and youth make up Airbnb networks. There are 4.600 other accommodation almost half the population, creativity thrives. And when these The present dimensions of our airport are the result of The public transportation inside our city is constantly facilities in Cluj County, within a 60 kilometres radius outside two dimensions meet – quality of service and creativity - major projects developed in the last ten years: extension of developing, being a current priority for the whole Cluj-Napoca. special places are born. Joben bistro is such an example. A the runway, intermodal passenger and cargo infrastructure, metropolitan area. This is ensured by various means (bus, thematic bistro inspired by the novels of H.G.Wells and Jules security lighting. All of these have allowed the landing of trolleybus and tram) and also provides easy connections to In case of special events, particularly during summer, our Verne, Joben is listed by specialised websites as one of the higher capacity aircrafts and have contributed to increasing the nearby villages. accommodation absorption capacity may increase thanks to most interesting bars in the world. our city’s attractiveness as a tourist and business destination. our universities, which can accommodate more than 2.000 In order to reach international standards, the Municipality has tourists in their campuses. According to the Romanian National Infrastructure Master spent almost 35 m euros for new buses and trolleybuses. An Plan (for short, medium and long term), approved by the automated ticketing system, with completion in 2015, was Let’s suppose we become ECoC and also let’s double the European Commission this summer, Cluj-Napoca Airport also developed in the recent years. current figures. So, in 2021 we would register around 500.000 will receive almost 130 m euros for development. The arrivals. Let’s also suppose the average individual overnight development refers to: improving and enlarging the landing Benefiting from a Romanian-Swiss cooperation programme, stay would rise by 50%, reaching three nights. That would runway, a new cargo terminal, enlargement of passenger our Municipality has applied for a 6 m euros funding for mean 1.5 million overnight stays and we will still remain terminal and improving the safety of the airport. purchasing new electric buses, so as to provide a public below 75% of our hotel accommodation capacity. transport which is silent, modern, economically efficient and Rail and road access environmentally friendly. For the same purposes, the local Of course, this capacity also depends on visiting peaks. Here authority has invested more than 30 m euros in modernizing we also have some good news. Our peaks are in May-June The train station in Cluj-Napoca is within 15 minutes the city tramway and in purchasing powerful tram cars. and in September-October, when the occupancy rate amounts walking distance from the main downtown squares. Our city at most to 65%. The explanation for these peaks? Today is connected by international rail routes to Budapest and The Municipality has also set the targets of a healthier Cluj-Napoca is predominantly a business and conference recently it has been linked to Vienna. We have express routes lifestyle and easier city traffic. In these regards, a bike sharing destination, and also a transit hub for regional landmarks. Turda salt mine to our capital, Bucharest, covered by two train set types - project (worth 3 million euro) has been made operational A special tourist destination in Cluj County is the old salt Intercity and Blue Arrow, and connections to all major cities in this summer. It will consist of 50 bike-renting points in self- So the main summer season, July-August, when most mine in Turda (30 kilometres from Cluj-Napoca). Turda salt Romania, provided by our railway state company (CFR). service mode, with a total of 500 bikes. In addition to this, a European citizens go on vacation, will be an excellent mine - now a museum and entertainment location - was solid network is currently being built inside the city and in the opportunity for organizing some of our main events in the ranked by Business Insider as the most beautiful underground By car, the distance between Cluj-Napoca and the western city surroundings. ECoC year. This looks like the ideal match between the city place in the world and was visited by almost 240.000 people border of Romania is now travelled in about two and a half business dynamics and its openness towards cultural tourism. last year. 50 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?

The European Centre for Contemporary Art is the main and community activities, and to animate these spaces and infrastructure project of the ECoC programme. During the their neighbouring communities. various consultations and working groups leading to the development of our programme a sense of urgency was A public architecture contest for the project master plan has formulated around the need to research, document and just been launched by the municipality. The rehabilitation archive, collect and exhibit modern and contemporary art work is planned to begin in 2016 and to be finalised by 2020, from Cluj-Napoca and the region. with an estimated budget of 25 m euros that will be raised from EU funds and local resources. Although it implies that a new administrative structure should be created in the city, the artistic direction of the Other infrastructure projects relevant for urban, cultural and centre is closely connected to the actual local scene. Building tourism development that the city intends to carry out before on the excellence of the local artists, curators, galleries and the title year: the Art University, the European Centre for Contemporary Arts acts as by supporting cooperation and scaling up their actions. ƒƒ The rehabilitation of the Cetățuia Hill ensures the Made to complete (not to compete with) the existing activity preservation of the former Vauban Fortification and gives of the contemporary arts scene the ECCA is a medium-sized back to the city and its visitors the most spectacular project in terms of infrastructure development, providing panoramic view promenade. A small scale summer theatre adequate space for medium and large scale exhibitions, will be arranged in this area, on the location of a natural archive and storage space, and several residency studios. amphitheatre.

A 12 m euros budget is foreseen by the local administration ƒƒ Rehabilitation of the Firemen’s Tower is also planned. for this project, to be secured from European funds and The tower belongs to the former fortified network of the matched from local sources. The building timeframe is 2018- ancient citadel and will be used as an observation point 2020, the first major exhibition marking the inauguration and space for small cultural and artistic activities. of the space being included on the agenda of the spring season of the title year. A group of local experts is currently ƒƒ An integrated city communication system is being researching possible locations for the project. currently implemented, providing a network of outdoor displays, urban screens, totems, and signs to mark spaces Transylvania Cultural Centre is a cultural infrastructure and directions. project that has been on the agenda of the local administration for several years. The building wishes to serve ƒƒ Rehabilitation of public monuments and historical as a home for the Transylvania State Philharmonic Orchestra, buildings: the Carolina Monument, the Virgin Mary which, short of its own venue, has been rehearsing and Monument and heritage buildings. performing in various halls in the city for the past 15 years. The Centre also includes studios and performing spaces for ƒƒ New touristic route: Central Cemetery – Kogălniceanu the Gheorghe Dima Music Academy and the Puck Puppet street – Union Square – Museum Square – Caragiale Park Theatre, along with studios and exhibition spaces to be – The Saxon Bridge – Cetăţuia Hill. The project includes used on a project base by the local cultural producers, both rehabilitation works along this route, pedestrianization public and private. The budget of 65 m euros required for of Kogălniceanu Street and the West side of the Union the construction is secured from EU, local and governmental Square and re-building the pedestrian Saxon Bridge. funds. The project is in the stage of issuing the building permit, construction works being planned for 2017-2021.

A major urban regeneration project along the river Someș is both a priority project of the City Development Strategy and a flagship project of the ECoC programme. It intends to rethink the relationship of the city with the river, to rehabilitate public spaces along the river for culture, sports Outreach 53

5. Outreach

5.1 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?

In a city that builds its identity, as stated in the City professionals from culture, urban planning, sociology, Development Strategy, around three pillars, one of which education, economy, environmental studies and political is Participation (besides Innovation and University), the sciences helped generating the core input that led, after European Capital of Culture – both as a bidding process and consultations, to the design of the concept and slogan. project to be implemented – can only be a community project. ƒƒ Programme structure and content: a long series of meetings with local artists and cultural producers penned The Preparation Process the programme structure and key themes. In addition, another 60 initiatives have been suggested through the The preparations leading to this application started more open call we launched in 2014, addressing the local, than five years ago, in June 2010, when the NGO meant national and European contributors. to carry out the bidding process was founded under the name Cluj-Napoca 2020 European Capital of Culture Imagine 2021 Association. (Later on, after new regulations, it changed its name into Cluj-Napoca 2021 European Capital of Culture.) In June 2015, a public debate was organized together with Impact Hub. Moderated by one of the World Cafe founders, The initiative was sparked by academics and civil society, Toke Moeller, it was attended by 300 people from Cluj- Rotary and Lions clubs and was rapidly embraced by the Napoca. The purpose of this debate was to imagine the city in local authorities. The Association was set as a joint initiative anticipation of 2021. The resulting ideas were collected and of public institutions, on the one hand, and civil society some can be found in the projects of the cultural programme. organizations and individual members, on the other hand. The wide constituency of this NGO legitimizes this process and Each of these stages included public consultations and also acts as a watchdog for its activities. presentations, the community as well as the local media being constantly in contact with the work for the application The core team taking charge of this bid is made of cultural in progress. experts from local NGOs, led by a manager who had previously worked in the local public administration. Besides Information campaigns and community projects this core group of six persons, more than 30 professionals have been closely contributing to the design of the bidding Between 2013 and 2015, three public campaigns were process and to the content of this application. conducted to promote the candidature, the concept, the slogan and the programme main themes. Channels used Yet, most significantly, the entire bidding process has been included: outdoor billboards, newspaper articles, flyers/ highly participative and the cultural sector in Cluj-Napoca has direct mail, online banners, and facebook contests. The first been involved in all its stages: two campaigns (2013-2014) took place under the slogan Culture Transforms the City and aimed at promoting ƒƒ Needs assessment: in 2010-2011 a series of working the participation of the city in the ECoC competition and meetings involving all stakeholders led to a status report illustrating the potential of culture for the city development. on seven thematic areas. Throughout 2012-2013 we The first campaign was mainly informative, while the second carried out surveys and research in order to generate a encouraged citizen participation by submitting photographs solid base for the cultural strategy and the conceptual and messages. Cluj Deserves is the motto of the third framework of the bid. campaign, carried out in 2015, that presented the main ƒƒ The Cultural Strategy was developed over a one-year themes of the ECoC programme. period, involving a series of meetings and more than 100 cultural operators. Local media have been interested and supportive of the city’s ƒƒ Concept: this was a decisive phase for establishing what ECoC bid throughout the preparation period. We hosted press transformation is the city embarking on. Two working conferences and regular informal meetings with journalists. retreats bringing together two dozens of leading 54 Outreach Outreach 55

The application process have been covered by over 300 Two groups of 30 students from the Babeș-Bolyai University, consulting them about projects to be included in the bid. We media articles and appearances. Faculty of European Studies and the Saxion University of had a coordinated campaign to connect schools and cultural #clujulmerita/#clujdeserves Applied Sciences (NL), developed projects proposing solutions operators within the Another Kind of School project, which In 2014, the visual identity package for our programme was – 10.000 photo messages for urban policies for Cluj-Napoca as a potential ECoC, during is a national initiative to involve pupils in different type of established, following a public competition for logo design. a two week course organized in 2014 and 2015. non-school related activities. Professional and non-professional designers have submitted In 2014, the initiative of two NGOs, Fapte We plan to continue and develop some of the activities of the 79 proposals. The local community was invited to contribute and PhotoRomania, led to the largest The Cluj-Napoca 2021 Association initiated partnerships European Youth Capital, such as SharED project, a platform to the selection of the logo by online voting, the public community support project: a photographic with various university departments to generate knowledge including all schools in Cluj County. preference weighting in the final decision, along with the documentation of Cluj inhabitants answering and materials for the bid preparation and to involve students vote of the expert jury. these three questions: Why does the city deserve and teachers in the project. Thus, in 2015 students from the Civil society participation during the title year the title? What would they do for the city in Faculty of Geography in cooperation with the city’s Tourist The results of the communication undertook are certified order to support the candidature project? And Information Centre have conducted a research on the tourist The involvement of civil society and of the community is by two sociological analysis, according to which an what does the city need to become a successful profile, gathering data on the amounts spent in our city, reflected both in our programme – with various programmes overwhelming percentage of our city’s inhabitants are aware cultural capital? duration of stay, countries of origin a.o. and platforms for participation, cooperation and co-decision of the candidature (84%), know the activities of the Cluj- - and in our management structure. Besides the cultural/ Napoca 2021 Association (64%), want their city to win this In 2015, other NGOs - Beard Brothers and The Following a call for volunteers, 12 students from the Faculty artistic, technical and management teams, there is an entire title (89%), believe it is beneficial for the city (65%), and Sisterhood - joined the project in order to help of Letters and their teachers, got involved in translating department to coordinate community affairs. most importantly: 65% are willing to voluntarily engage if us reach a target of 10.000 photo messages the content of our website in the four available languages: requested. from locals and foreigners alike. According to English, French, Hungarian and German. The Open Academy of Change is a framework programme a survey, one in three Cluj-Napoca inhabitants for citizen participation, meant to facilitate cooperation of In addition, since 2010 various civil society initiatives brought got to know this photo project. More than 40 art and media students from the University of established institutions with community organisations and into discussion the candidature of our city. Carpatica Cultural Art and Design (UAD) and the Sapientia University contributed informal groups, and to generate citizen-led actions. Foundation, the Civil Local Council and AltArt Foundation with photos and videos to our media gallery during the last have organized a series of public debates on this matter. two years. Within the Open Academy of Change, a project of special relevance is the Facilitators Programme. By this platform we In 2015, as a graduating project, students of Fashion Design train and employ a pool of facilitators to work as connectors at UAD proposed 43 designs from which the official t-shirt of between the projects of the ECoC and the individuals that Cluj-Napoca as ECoC candidate city will be chosen. may be interested in taking part. CJX The Capital Beer – Informal Meetings The facilitators act as “translators” across social clusters. They Once the main messages of the candidature Throughout 2014 and 2015 we have organized the so- have the skills and tools to understand and connect to each reached the public, actual initiatives began to called Capital Beer meetings. Given the capital importance group – from neighbourhood communities to ethnic, religious emerge, such as the CJX project, carried out by that cooperation has in our vision for the Cluj-Napoca as a or sexual minorities – and find them opportunities to plug the members of the the blogger community European Capital of Culture, on the last Thursday of each into existing activities. Furthermore, the facilitators mobilise from Cluj-Napoca. They embarked on two month we hosted, along with our corporate partner Ursus and support citizen led activities that come to life through expeditions – one in 2014 and the second in Breweries, informal get-togethers of artists and producers support programmes such as InJoy Fund and Com’on Cluj- 2015 - to visit and discover former and future from both the institutional and independent cultural sector, Napoca. ECoC cities, as well as candidate cities from all event organizers, business people, representatives of the over Europe. The bloggers visited 20 cities where municipality and the civil society in Cluj-Napoca. Through The Volunteer programme and the Open University are they met coordinators of the bidding projects these meetings we got to know each other better, exchange also platforms where individual, in-depth contribution to and talked to citizens, looking to find out, in information, establish ties and initiate collaborations. the ECoC project is made possible, leading to both personal their perception, the impact of the ECoC title on development – through learning, hands-on experience, work their city. Cooperation with Schools experience accumulated by participants – and to community From the beginning of the bidding process, school pupils in development – through individual contributions to projects Their website www.cjx.ro attracted tens of Cluj-Napoca have been invited to interact with the idea of meant to raise life quality inside the city. thousands of visitors, as well as local, national the city candidature. In 2010-2012, several schools conducted and international media exposure. Furthermore competitions in which students were challenged to imagine All the flagship projects as well as a significant part of the they gathered bidbooks, cultural programs, their city as a European Capital of Culture. portfolio projects have a community participation component. touristic and cultural information. As a result, Student involvement Furthermore, local organisations are initiators and organisers the Association managed to set a small themed The candidature became a subject of research for students After the city won the European Youth Capital title we in most of these projects. library that is now available for everybody in Cluj-Napoca. Since 2010, 20 Bachelor and Master thesis thought it appropriate not to insist on thematic actions interested in finding out more about the centred on the Cluj-Napoca ECoC application have been directed to the pupils so that they could turn their attention European Capital of Culture programme. This written by students of History, Geography, Tourism, Economic and involvement to the events organized accordingly. way they helped disseminating a simplified way Sciences and European Studies. Between 2012 and 2015, 60 of what a European Capital of Culture is. students from the Faculty of History and Philosophy did their However, we kept in touch with their teachers by sending internships within the Association. them information about the European Capital of Culture and 56 Outreach Outreach 57

5.2 How will the title create in your city new and sustainable opportunities The French and French speaking students in Cluj-Napoca Although it initially seemed a significant challenge, outlining for a wide range of citizens to attend or participate in cultural activities, in form the largest community of this kind in Eastern Europe. a major project that involves the religious denominations particular young people, volunteers, the marginalised and disadvantaged, With support from the French Cultural Institute we have in Cluj-Napoca developed naturally and in a relatively short including minorities? Please also elaborate on the accessibility of these activities connected to this group and designed actions to specifically time. Following joint meetings with the representatives to persons with disabilities and the elderly. Specify the relevant parts of the address their needs as part of the InClujing You project. of the Orthodox, Catholic, Reformed, Lutheran, Unitarian, programme planned for these various groups. The French community in Cluj-Napoca also supported Jewish denominations, the Together project emerged. Most the candidature through the photo project #clujulmerita denominations agreed on joining the project. The programme (#clujdeserves). consists of activities such as ecumenical gatherings and choir The Open Academy of Change is a good example of a new ƒƒ At chosen hours, events in the programme will be offering music performances, assigned to the four seasons of the title and sustainable opportunity for citizens to participate in a special setting for parents with children and infants – Another large community is that of the Bessarabian students year. cultural activities and decision-making processes. It sets in e.g. morning screenings or theatre performances where in Cluj-Napoca, who are Romanian ethnics from Republic of motion structures aimed at enhancing human potential and kids are free to roam the space, children corners with Moldova. They are also joining the InClujing You initiative. interaction with a long-term effect. animation and educational activities where parents can leave their kids under specialized supervision while they The Volunteer programme is a development of the attend other events. Volunteer Academy set up by the European Youth Capital in 2015 and will continue to operate beyond the title year. Involving Minorities in the bidding process as well as in the programme design has been a priority. Similarly, the SharED platform, Com’on Cluj-Napoca, InJoy Fund and other initiatives will continue as permanent or In our effort to accommodate the needs and cultural annual activities, offering sustainable opportunities for specificities of minority groups, during the preparation phase citizens of different social and cultural backgrounds to be we held a series of working meetings with representatives active in the city life. of different ethnic groups. Dedicated meetings with representatives of Hungarian, Jewish and Roma communities The cultural programme of the ECoC year is meant to took place. facilitate a wide access for vulnerable and disadvantaged groups. Each project has details related to accessibility and Thus projects to support and promote specific cultural at least one third of the programme devises a kit for special manifestations of the different ethnic and language audiences. minorities in the city are included in the programme. Our Intercultural Platform will host common actions of these These facilities include: minorities such as evenings of traditional children’s stories ƒƒ Braille prints and audio descriptions for the blind – for and poetry reading and gastronomy events. the general programme and for the individual projects; ƒƒ city tours and performance runs adapted to the special Special events such as Hungarian Cultural Days are needs groups: electric car tours for those with reduced included in the programme. All flagship projects have mobility, including old people, sign language tours of components that involve the Hungarian community. exhibitions and cultural sights etc. ƒƒ special access areas for wheelchair users or people in Even though the Roma community is 1% of the city population, their issues represent a major challenge for 5.3 Explain your overall strategy for audience development, and in particular the need of assistance for concerts and performances at all link with education and the participation of schools. venues; Cluj-Napoca and its authorities. With a large part of the ƒƒ cultural facilitators will be available to accompany Roma community - about 1.500 people - living in Pata Rât on the city wastefield, the Roma community confronts with special needs audiences through various events/ Since our overall goals are to facilitate urban regeneration development: the interested people come mainly from the experiences: they will offer sign language city tours, severe difficulties related to exclusion, poverty, poor health, dire living conditions and limited access to education. Given and social transformation, access and participation to culture same social segment, and opportunities for cultural education summaries of performances and exhibition briefs, as well are essential drivers. They are both aims and means. Thus, are limited. as audio experiences for hearing impaired audiences. the differences in their representation and the immediacy of the challenges they face, we had difficulties establishing a consistent part of our programme is devoted to increase These specially trained people will also offer assistance cultural engagement. This is why our strategy for audience development is a two- and advice for producers to develop and adapt their partnerships for projects planned for a rather distant horizon step plan: on the one hand we focus on building the capacity events to special needs audiences. as the 2021 ECoC title. Audience Development of the cultural sector in the field of audience development ƒƒ – a workshop space where the themes of the SensorLab The Open Academy of Change in itself is a strategy to and on the other hand we generate measures that will flagship projects can be explored using all senses. This Thus in our programme we create a framework for Roma projects (traditional music, dance, crafts) and cultural develop human capacities and generate opportunities for directly support wider participation. will allow the audience to feel by touching the shape participation and co-creation. The capacity building component is concentrated in the years and proportions of particular works of art that are being actions bringing together Roma and non-Roma participants (performances, sport events, storytelling, public space to precede the year of the title and includes: exhibited in that period, hear the story of a film, dance To begin with, we acknowledge the particular context of the ƒƒ a series of training opportunities for cultural producers. or theatre performance, smell and taste food or raw events). Our key partner in this respect is the Roma Youth Organization. city. We have a dynamic cultural life, with a large number of ƒƒ a mentoring programme by which cultural materials used in community projects and so on. events, yet very few producers have strategies for audience organisations and institutions are supported in building their audience development strategies. 58 Outreach Outreach 59

ƒƒ working placements for local cultural workers in ƒƒ Cultural Agenda Fairs: during the year 2021, there will museums, theatres and arts organisations across Europe be four fairs where organisers of cultural events taking to facilitate transfer of expertise from institutions with place in the following months present their programme experience in audience development and a fund to to the public. This event not only allows audiences to get support pilot projects in the field. a more accurate idea about the content of the artistic ƒƒ The Open Academy of Change is also offering the offer, but also facilitates interaction with the organisers, platform for regular networking among local cultural pre-booking/booking tickets and registration for producers, facilitating cooperation to reach new volunteering, workshops and other hands-on experiences. audiences and improve the experience of existing ƒƒ Open Access Days: throughout the preparation years audience. and the title year, a series of open access days will take place, mobilising the entire cultural scene to offer Access to Culture special programmes to trigger curiosity and involvement The measures for widening access to culture are: of diverse audiences. Such events include the already ƒƒ City Card: to facilitate access, a card integrating multiple established ones like The Night of the Museums, The services will be developed for the ECoC programme. White Night of the Galleries, The White Night of It will offer discount access, access to museums and Theatre, Cluj Art Weekend, Open Doors Days and also galleries. It will integrate discounts for hotels, restaurants special events where audiences can visit the backstage, and it will serve as base to offer incentives to frequent the building workshops or the technical room of theatre users. spaces, can attend rehearsals, talk to the artists, go ƒƒ Cultural Voucher System, intended to stimulate people through different stages of production, access unseen with low interest to attend cultural events. The voucher is parts of the museum collections, a. o. a value coupon that everyone in the city receives and can ƒƒ Centralised booking and information service: the be used to get free/discount access to artistic events. The management team of the ECoC programme will also organizers later get reimbursed from a fund supported by develop a centralised booking and information service local companies, thus also stimulating the involvement regarding the cultural programme. It will offer services of the private sector in the community’s cultural life. both online and in info points in the city. Furthermore, the voucher is a key tool to support ƒƒ Community Label: cultural organisations and participation of disadvantaged groups – low income institutions may receive this label on the condition to families, old people, children and youth, unemployed and fulfil a series of standards in relation to their audience: Cultural Education and Involvement of Schools a culture of participation. In 2015, over 300 projects other people facing the risk of exclusion. offer special programmes that are accessible to With regards to cultural education, our programme gives were proposed by informal groups of young people. For ƒƒ Free events/non central: our cultural programme children or to people with special needs, offer audience particular attention to the inclusion of children and youth. 2021, this project will develop on the same framework: includes a large number of free access events as well as development and educational activities etc. The flagship project in this area isEXPAND , a three year following a period of facilitation and consultations, a events in public spaces and in non-central locations, all ƒƒ SharED–Cultural education platform. The platform project involving all schools in Cluj-Napoca and 20 more competition for initiatives is launched. Afterwards, the these meant to open access to a wide range of audiences. facilitates networking and resource sharing among schools in Cluj County. Activities include: youth for the most valuable initiatives that will receive ƒƒ Language facilities – The performances delivered in cultural and educational workers, the development of ƒƒ Development of school curricula for cultural education financial support and mentoring for implementation. This Romanian will have English, Hungarian, French and cooperation projects of non-formal education, of cultural – including guidebook, exercise book and support component helps at empowering youth and offering them German translations; written programmes of main events education in schools, artistic projects involving youth etc. materials for teachers – to be taught in all these schools the framework to build their programme for the ECoC will also be available in five languages and Braille. It allows teachers and informal groups of young people as an optional subject. A basic course on culture will 2021. or parents to reach out for cultural opportunities and for help students get familiar with European heritage, ƒƒ The Council of the Students from Cluj County schools will cultural workers to reach for young audiences. artistic genres from traditional to contemporary art and organise a festival dedicated to youth art - school bands, new media, will help them to acknowledge the ECoC choirs, dance groups, theatre groups, writers, painters and programme, and make informed choices about their designers of school age will perform and present their participation in the programme. works in professional art venues. ƒƒ Artistic education in schools: following an open call for ƒƒ Rooms 20/21 is an artistic programme, led by director artists, 80 artists from various fields – film, photography, Andreea Iacob, that will use two parallel casts of music, dance, theatre, visual arts, literature – will work professional artists and young performers (ages 12-18). It for one semester with children aged 10-16, offering them will result in the staging of a theatre/dance/multimedia both basic skills in practising one art form and concrete performance on a professional stage, consecutively, opportunities to create and perform. in both casts. Each student artist will thus have a ƒƒ Com’on Cluj-Napoca – Youth for a Common Cluj – is professional mentor to rehearse with. The youth cast will a project that was piloted in Cluj-Napoca in 2015 on not be limited to acting roles, but will be also involved in the occasion of the European Youth Capital that will directing and technical functions. be further developed as a youth public participation ƒƒ Besides these special projects, a department specifically process. The goal of the project is to increase the level addressing cultural education and managing the of awareness of young individuals towards the needs relationship of the ECoC programming team with the of their community and to actively involve them in the schools in the region will be set with the Open Academy community building process, thus creating the basis for of Change. Management 61

6. Management a. 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)?

Annual budget The municipal cultural budget rose considerably and Annual budget for for culture in the city constantly in the past five years. As shown in the table the culture in the city (in % of the total annual raise was from 0.18% to 1.06%, more precisely from 368.937 Year (in euros) budget for the city) euros to 2.834.545 euros. These strictly represent the budget 2011 368.937 0.18% of the municipality for the cultural agenda of the city. 2012 1.214.533 0.62% 2013 1.267.194 0.60% The percentage may seem small at first glance, but it 2014 1.814.137 0.67% reflects only a small part of the city’s cultural budget which is approximately 18 m euros. This is due to the fact current 2.834.545 1.06% that most major cultural institutions in the city are under the administration of the Ministry of Culture and national Besides the direct investments allocated to the cultural legislation does not allow additional funding from the operators and institutions, in the past five years the City Municipality. Hall invested almost 40 m euros for developing the cultural and touristic capacity of Cluj-Napoca. The most important Funding from the municipality has been investment projects were: building a new Multipurpose Hall oriented to subsidise the independent and CREIC, refurbishment of a part of the historical centre, cultural sector (local NGOs) and sometimes new pedestrian areas, landscaping works for the Central Park, to finance specific projects of major cultural refurbishment of the Casino Building and reopening of Dacia institutions in the city and Mărăşti cinemas.

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.

If Cluj-Napoca wins the European Capital of Culture title the Council too voted a special financing line for ECoC for the city and the county council will not use funds from the annual same period 2017-2022. The allocated amount is 6 m euros. budget for culture. These sums do not include the infrastructure investments, In June 2015, the Local Council decided to vote a special which are detailed in the following answers. financing line dedicated for ECoC for the 2017-2022 period. The sum allocated is 15 m euros. In August 2015, the County

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)?

The Cultural Strategy of Cluj-Napoca refers to a 2014-2020 supporting cultural activities (2%) and operating budget for timeframe. The budget for the next years will gradually the new cultural institutions (1%): The European Centre for increase from 1.06 % (2015) to at least 3% of the city Contemporary Art. budget in 2020. Between 2021 and 2027 the city budget for culture is estimated to be at least 3% of the total Compared to the total budget of the city in 2015 (as reference budget. This percentage represents financial allocations for year), 3% will represent approximately 8.4 m euros. 62 Management Management 63

Operating budget for the title year Income to cover operating expenditure: What is your fundraising strategy to seek financial support from Union programmes/funds 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. Our plans to seek financial support from Union programmes The minimum target for 2017-2022 is 1.5 m euros covering and funds cover the preparation phase, the title year and the the following components: The operational budget for the Cluj-Napoca 2021 spend 12.836.143 euros and the difference from the total evaluation and monitoring process. The Managing Director European Capital of Culture project is 35 m euros. This will be directed to pilot projects which will start from 2017. has direct responsibilities regarding the fundraising strategy ƒƒ Operational costs for projects in the Cultural Programme is divided in three categories: Programme expenditure The reason why the budget allocated for the years 2017- for EU financial support. ƒƒ Flagship projects 70.14%; Marketing and communication 15.57 % ; Wages, 2020 is almost equal to the ECoC year is due to the fact ƒƒ Support for cultural operators. overheads and administration 14.29%. that all flagship projects are new and need to be tested and developed in advance in order to be delivered to the right From the total of the operational budget, 7.14% represents parameters. Also, our experiences with the European Youth income from the private sector and 92.86 % represents Capital has shown that the preparation phase is as important Operational Costs for projects in the Cultural Programme income from the public sector: the Local Council, the County as the implementation year. Council, the National Government, EU (with the exception of Operational and preparation costs for flagship projects and Heritage Program. The Young and Famous Orchestra project the Melina Mercouri Prize). The budget for marketing and communication, along with for the title itself will be secured through programs such EEA will apply for the Creative Europe Program. The Volunteer the budget for wages, overheads and administration have a Grants, Erasmus+ or Creative Europe. Program and Open Academy of Change will try to receive In regards to the cultural programme, in 2021 we intend to gradual increase as the year 2021 approaches. financial support from Erasmus+. For example, the research and documentation program Total income to cover operating From the public From the public From the private From the private for European Centre for Contemporary Art could be Operational costs for programs such as InJoy Fund or the expenditure (in euros) sector (in euros) sector (in %) sector (in euros) sector (in %) supported by EEA Grants. Treasure Cluj will seek funds from development of Com’on Cluj-Napoca could be supported by 35.000.000 32.500.000 92.86% 2.500.000 7.14% the Conservation and Revitalization of Cultural and Natural the NGO Fund (EEA Grants).

Income from the public sector: Flagship projects What is the breakdown of the income to be received from the public sector to cover operating expenditure? A wide range of EU programs and funds will be used to secure ƒƒ The Intercultural Platform addresses the issue of the budget of the flagship projects, from Creative Europe ethnic minorities and their integration, a theme widely Income from the public sector to program to URBACT III. supported by European Programs. For example the cover operating expenditure in euros % * Until the moment of the application, the Cultural Ministry of Romania language camps, the arts and crafts workshops could be National Government* 10.000.000 30.77% did not announce the budget for the European Capital of Culture action. ƒƒ The European Centre for Contemporary Art will seek supported by Erasmus+, while the interethnic festival City 15.000.000 46.15% But, after analyzing the budget of the ministry from the past years, the financial support from Creative Europe program for could be sustained by the EEA Grants through Promotion Region 6.000.000 18.46% way it was distributed to certain major cultural events from Romania and its exhibition and residency programs.The EEA Grants of Diversity in Culture and Arts within European Cultural given the importance of the European Capital of Culture action, we expect EU (with the exception of the Melina Mercouri Prize) 1.500.000 4.62% Program, Promotion of Diversity in Cultural and Arts Heritage. The project itself is also eligible for the Local that the National Government will contribute with 10 m euros, which Other 0 0.00% within European Cultural Heritage is a good opportunity and Regional Initiatives to Reduce National Inequalities represents around 30% of the operating budget of Cluj-Napoca 2021 Total 32.500.000 100.00% to support international exhibitions and residency under and to Promote Social Inclusion Program under EEA ECoC. ECCA, both during the title year as well and after. Grants.

ƒƒ Someș from West to East will benefit from participating ƒƒ InClujing You will seek financial support from European Have the public finance authorities (City, Region, State) already voted on or in European networks of cities facing similar urban programs supporting tourism development such as made financial commitments to cover operating expenditure? If not, challenges (like River//Cities//Rivers of opportunities COSME, European Regional Development Fund and when will they do so? network), through exchange of good practices, European Agriculture and Rural Development Fund, while conferences, debates and other such activities. In this its artistic agenda could be financed through Creative regard we aim to participate in at least two European Europe or Cultural Diversity Program under EEA Grants. During the meeting of June 3rd, 2015 the Local Council cities networks under URBACT III till 2021.Creative unanimously approved (26 votes for yes, 1 member absent) a So far we have secured, through official decisions Europe, EEA Grants, NGO Fund and Promotion of Diversity ƒƒ The Platform for Social Creativity may be supported budget of 15 m euros for the ECoC action, for the 2017-2022 of the Local and County Councils, 21 m euros in Culture and Arts within European Cultural Heritage by the Europe for Citizens Programs that cares for period. which represent 60% of the overall operating program, as well as Erasmus+ will be explored as support initiatives that strengthen remembrance and enhance budget. for local cultural projects implemented as part of Someș civic participation at EU level. A collaborative project with Also the Cluj County Council voted on the 31st of August from West to East project. the Balkan region could be financed under the European 2015, a budget allocation of 6 m euros for the Cluj-Napoca remembrance priority. 2021 ECoC project. 64 Management Management 65 Source of income for ƒƒ Treasure Cluj residency program falls under Creative ƒƒ Cluj Media City will seek financial support from the operating expenditure 2016 2017 2018 2019 2020 2021 2022 Europe priorities. Also its idea to reveal the stories Media priority of the Creative Europe Program, both for of Cluj-Napoca to its citizens and visitors, could be its educational agenda and for supporting the production EU* - 0 300.000 300.000 300.000 300.000 300.000 developed under an URBACT III project or Erasmus+ costs for residency authors. National Government - 500.000 500.000 500.000 2.000.000 5.500.000 1.000.000 initiatives. City - 750.000 750.000 750.000 1.500.000 7.500.000 + 3.750.000 ƒƒ Last, but not least, the Open Academy of Change Region - 375.000 375.000 375.000 750.000 3.500.000 625.000 ƒƒ The Via Maria project, a major component of Together budget will be partially covered from EU grants. For Sponsors - 0 0 500.000 500.000 1.500.000 0 programme can be supported by Creative Europe, example the development of Open University can be Other - 0 0 0 0 0 0 while the conference and the workshops could seek supported by the NGO Fund (EEA Grants). The InJoy Fund *excluding the Melina Mercouri Prize financial support from Erasmus+ or the European Youth and Com’on Cluj-Napoca can seek financial support The Melina Mercouri prize is not comprised in this table. However if Cluj-Napoca wins the prize we plan to transform it into a fund to support projects Foundation. from EEA Grants, while the Volunteer Program can be selected by the Artistic Team and to develop the Remake project. We are also aware that the prize may be received in the second part of 2021, so these supported by Erasmus+ and European Youth Foundation. projects will be produced after May 2021. ƒƒ The projects from Performing East programme – wRite of Spring, the mobility and exchange projects Income from the private sector: (NomadEast), as well as the Young and Famous Orchestra project can be sustained by Creative Europe or What is the fund-raising strategy to seek support from private sponsors? What is EEA Grants program for promoting cultural diversity. the plan for involving sponsors in the event?

Support for cultural operators Recent years have shown that Romania is more and more These already established partnerships, will be further prepared to bring corporate funding to the cultural sector. developed, including finance-wise, if the ECoC title is granted Romania has participated in 129 projects between 2007 minorities involved in Intercultural Platform may be Cluj-Napoca, in particular, has started to develop a corporate to Cluj-Napoca. We anticipate that - at that moment - many and 2013 under the Culture Program, being one of the low partners in an Erasmus+ exchange project. culture of investing in arts and community, as several large other companies will be ready to partner with us, considering participation countries. Apart from seeking financial support scale cultural and artistic events have developed over the that: firstly the ECoC year is a great marketing opportunity for for our flagship projects and for the cultural infrastructure ƒƒ Support local cultural operators to apply as lead recent years: projects like European Youth Capital 2015, companies and secondly once the title is granted companies development, we aim to support local cultural operators to applicants and as partners for their projects developed Transilvania International Film Festival, Electric Castle that provide services across the country, which decided not to enlarge their European networks and to benefit from more in connection with Cluj-Napoca 2021 ECoC. For example Festival, Jazz in the Park Festival, Untold Festival and Musical support a particular city during the competition phase, will be European funds. we aim to back the residents of Cluj Media City to seek Autumn of Cluj have raised significant private sponsorship ready to join the winning project. financial support for the production and dissemination of funds in 2015. In this regard we plan to: their art work under the Media Program. The promoters Our strategy ƒƒ Involve the local cultural operators in the development of the projects selected under the three calls for projects Attracting corporate funds has been a priority for Cluj-Napoca of our flagship projects, as partners in European projects will receive assistance in applying local and European 2021 Association. Almost 50% of the total budget of the four Strategic goals: under Creative Europe, Erasmus+ or EEA Grants. For grants in order to co-finance their projects (Creative years of preparation for this bid come from corporate funds. ƒƒ Increase the involvement in society (culture, art and instance the organizations involved in ECAC may be part Europe, EEA Grants, Asia – Europe Foundation, Erasmus+, Companies like Ursus Breweries – a large brewery founded social sphere) of the local business sector in relation with of the European networks and projects developed under national and local cultural funds). in Cluj-Napoca, Terapia – a major national pharmaceutical Cluj-Napoca 2021 ECoC programme to at least 1 m euros Creative Europe or the representatives of the ethnic company, Banca Transilvania– founded in Cluj-Napoca and in the years 2019 and 2020, and 1.5 m euros in 2021. country’s number three bank - were our most important ƒƒ Prior to 2021 we aim to strengthen the relationship corporate partners. We also partner with large companies between the business sector and the cultural sector According to what timetable should the income to cover operating expenditure be active in IT, services or consumer goods industries. and to establish new collaboration mechanisms for the received by the city and/or the body responsible for preparing and implementing coming years: the ECoC project if the city receives the title of European Capital of Culture? We have an active corporate sponsor base: •• Percent-for-Art – a local initiative to encourage ƒƒ Ursus Breweries, Banca Transilvania, Moldovan - companies to support cultural projects. Funding from the Local Council of Cluj-Napoca, County projects and also to conduct research on the impact of the Carmangerie Sânnicoară and others have supported us •• Public participation mechanism – residents of Council and the Government starts from 2017. We know for ECoC programme in the city. with 150.000 euros in the last four years. the city will decide which projects will be supported sure that the Local Council and County Council financing ƒƒ Commercial Bank of Romania, Vitrina Advertising, through a special fund established by the local will take the form of a membership fee in the Cluj- We did not include a specific budget for the 2016 year since Amprenta Advertising, PMA, Daisler Print House, IRES and administration and private companies. Citizens Napoca 2021 Association, which ensures employment of according to our calculation the final decision of the jury, will others were involved with Cluj-Napoca 2021 ECoC early will have the possibility to vote for the projects personnel, initiating communication campaign and starting be announced at the end of the year. In this matter we also projects: they find most relevant form a list of project ideas the flagship projects. The European Youth Capital 2015 asked for an official position from the European Commission •• #clujulmerită (#clujdeserves) – photo campaign submitted by local organisations and initiative experience has shown us that any form of funding - other and our calculations were confirmed. However, if needed, the •• InJoy Cluj Fund – fund for community initiative groups through an open call. For instance they may than the membership fee - is not sustainable for the optimal Local Council is able to allocate a sum for the remaining •• Culture Transforms the City – awareness raising opt for the production of an artistic installation in a development of the European Capital of Culture project. months of 2016. campaign specific neighbourhood, for supporting infrastructure At the same time, this direct form of contribution solves ƒƒ IT companies like Arxia (based in Cluj-Napoca) acted as development of an existing cultural space, or for the cash flow problem that we encountered as a city in Starting with 2018 we estimate that we will access EU funds technical partners in our projects. granting additional funding for a cultural event. the implementation of the European Youth Capital 2015 according to the fundraising strategy and from 2019 we will One to five such projects will be financed annually project. We also allocated, for 2022, 16.21 % from the total collect financial contributions from private sponsors. through this mechanism. operational budget in order to continue certain cultural 66 Management Management 67

•• Business to Culture – a Manifesto of the most Strategies to attract individual corporate partners: ƒƒ Donations donations within our fundraising strategy. Yet we plan to offer important Romanian companies to support ECoC Since our aim is to ensure the active participation of opportunities to donate to companies and private persons 2021. When it comes to partnering with private sponsors, the key private sponsors in our project we do not put emphasis on who prefer this way of contributing to our project. ƒƒ Our focus is to make business-to-culture collaborations strategy we have in mind is, once again, participation. We sustainable, by actions that are significant for both society encourage them to be actively involved in our project and not and business purposes. Exchange of money for logo- simple benefactors. Giving our corporate partners an active Operating expenditure: posting on event banners is not sustainable. role is a way for us to value their expertise and technology, ƒƒ Our purpose is to raise at least 2.5 m euros from the but also to offer them the chance to take out their products to Please provide a breakdown of the operating expenditure, by filling in corporate sector for the period 2018 - 2021. our public, so people can interact with them (test them, offer the table below. feedback, buy them etc.). Strategies to get the support of the business sector: Breakdown of operating expenditure We have three main strategies to attract individual corporate ƒƒ Partnerships with the existing business clusters and partners in our projects: Programme expenditure(in euros) 24.550.000 We consider Evaluation and Monitoring very important associations in Cluj-Napoca: Cluj IT Cluster, Tetarom ƒƒ Ensure qualitative brand activation opportunities for Programme expenditure (in %) 70.14% for our process. As we already described in chapter Industrial Park and foreign business clubs. them during our events Promotion and marketing (in euros) 5.450.000 ƒƒ Ensure a large and qualitative brand exposure for them 1.4 evaluation is an on-going and long-term activity Promotion and marketing (in %) 15.57% assessing parameters. We allocate 100.000 euros for The member companies of a business club are easier to during our projects, events and campaigns Wages, overheads and administration (in euros) 5.000.000 ƒ implementing the Evaluation and Monitoring strategy. contact. They are naturally oriented to networks. We will ƒ Offer custom packages and a variety of standard or Wages, overheads and administration (in %) 14.29% establish partnerships with all the major clusters and modular options to participate: flagship projects partner Other (please specify) (in euros) 0 associations in the Cluj region, with a special focus on the packages, other projects project partner packages, event ones which involve European networks of companies and partner packages, service partner packages etc. Other (please specify) (in %) 0.00% products. Total of the operating expenditure 35.000.000 Strategies to attract funds from other private sources: ƒƒ Business to Culture, a Manifesto of the most important Romanian companies to support ECoC 2021 with funds, ƒƒ Merchandising Planned timetable for spending operating expenditure technology, human and material resources. Cluj-Napoca 2021 ECoC promotional products like t-shirts, coats, umbrellas, cups and mugs, fridge magnets etc. are Timetable for spending* 2016 2017 2018 2019 2020 2021 2022 *Later The ECoC title is a great opportunity for Romanian intended to bring us a total income of at least 100.000 euros. Programme expenditure (in euros) - 1.139.821 1.350.250 1.700.964 3.542.214 12.836.143 3.980.607 1.964.000 companies to take pride in being Romanian and also a The merchandising strategy is to associate the graphic and Programme expenditure (in %) - 4.64% 5.50% 6.93% 14.43% 52.29% 16.21% 70.14% great marketing opportunity for promoting their products emotional packages of Cluj-Napoca 2021 ECoC with the most Promotion and marketing (in euros) - 253.036 299.750 377.607 786.357 2.849.571 883.679 436.000 at European level. We will identify ways for the major powerful brands of the city: Cluj-Napoca itself, Transylvania, Promotion and marketing (in %) - 4.64% 5.50% 6.93% 14.43% 52.29% 16.21% 15.57% Romanian companies to get involved in supporting loved and established festivals and communities (e.g. Cluj- our programme not only based on Corporate Social Napoca 2021 proudly brings to you TIFF). Wages, overheads and administration (in euros) - 232.143 275.000 346.429 721.429 2.614.286 810.714 400.000 Responsibility reasons, but also based on the creative Wages, overheads and administration (in %) - 4.64% 5.50% 6.93% 14.43% 52.29% 16.21% 14.29% use of their products and services in the context of our ƒƒ Crowdfunding Other (please specify) (in euros) - 0 0 0 0 0 0 0 programme. Some of the projects and events in our cultural programme, Other (please specify) (in %) - 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% especially small scale artistic and community events will Total of the operating expenditure - 1.625.000 1.925.000 2.425.000 5.050.000 18.300.000 5.675.000 2.800.000 ƒƒ SMEs Club: smaller companies contributing to ECoC 2021 be funded through crowdfunding campaigns. We plan to * In the next years, starting with 2023 until 2027, the expenditures will have the following proportions: 70,14% for programme expenditures, 15,57% for promotion and marketing and 14,29% for wages and administration. For example, for the year 2023, from the total amount of 2.800.000 euros, the sum of 1.954.000 euros will be spent for programme expenditures (70,14%), 436.000 encourage and promote these initiatives on the official euros will be spent for promotion and marketing (14,29%) and 400.000 euros for wages and administration (14,29%). Thousands of SMEs are registered in the county of Cluj channels of Cluj-Napoca 2021 ECoC, in order to help secure every year (4074 SMEs in 2014, according to Romanian the needed budgets and to contribute to the establishment Budget for capital expenditure : Post-Privatization Foundation). While the financial of the crowdfunding as a regular mechanism to ensure the contribution of SME to the ECoC budget is unlikely to financial sustainability of cultural projects. What is the breakdown of the income to be received from the public sector to cover be very consistent, its enthusiasm and readiness to get capital expenditure in connection with the title year? involved are sky-high. This is why our plan is to give ƒƒ Experimental funding mechanisms SMEs opportunities to support and associate with smaller Cluj-Napoca 2021 ECoC is a great chance to experiment new Cluj-Napoca 2021 ECoC Association will not implement The annual city budget of Cluj-Napoca has increased scale projects and events in our programme. If only 100 models of community and business relations. Our intention direct investments in cultural and touristic infrastructure. All constantly in the past years, reaching 268 m euros in SMEs invest 1.000 euros each in such projects, this brings is to prototype funding mechanisms, like the Cultural the infrastructure projects presented in the next table will 2014, the investment budget representing 39% of the 100.000 euros more to the ECoC budget. As an example, a Voucher, and also to put to test gift economy models - an be developed by Cluj-Napoca Municipality and Cluj County overall budget. However, in the past three years the capital medium enterprise with 200 employees from Cluj-Napoca exchange network (where cultural operators exchange Council. expenditure has constantly reached one third of the city – Moldovan - Carmangerie Sânnicoară - financed in the essential resources for their projects) and a time bank (an budget. last three years our Association with 5.000 euros/year exchange network for services, which are measured in time because they felt that it was important to get involved in units). Furthermore, we intend to involve and promote social this community project. businesses as partners of large events and programs. 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? 68 Management Management 69

The projects listed in the next table are included in the Cluj- of the previous funding period 2006-2013, the Cluj-Napoca Napoca Development Strategy. Some of these projects have Municipality intends to finance the projects, in the following 1.Transilvania Cultural Center been adopted by the Local Council following a technical table, from multiple sources: EU funds, Governmental funds Destination Home for Transylvanian Philharmonic Orchestra and other cultural institutions and economic assessment. The table also details the current and local funds. Estimated budget 65 m euros status of the projects. Funding source EU funds, local funds, governmental funds The city infrastructure development budget line is different Current Status At the moment the project is at the release of building permits So far the Romanian Government has not announced officially from the dedicated ECoC budget. Thus, there is no risk for Implementation period 2017-2021 the EU funding programmes that local authorities can apply a potential increase of the infrastructure costs to affect the The project is a priority of Cultural Strategy of the City and is related to Performing East project. at in order to co-finance their infrastructure development operational budget of Cluj-Napoca 2021 ECoC. projects for 2014-2020. However, based on the experience 2. European Centre for Contemporary Arts Destination Arts exhibition centre, residency and research centre What is your fund raising strategy to seek financial support from Union Estimated budget 12 m euros programmes/funds to cover capital expenditure? Funding source EU funds, local funds, governmental funds Current Status At the moment the City Hall is searching the appropriate location Implementation period 2018-2020 Cluj-Napoca 2021 ECoC Association will not allocate or environment and conservation, protection and sustainable The project is a priority of the Cultural Strategy and is related ECoC visual arts flagship project. spend capital expenditure directly. Within the Cluj-Napoca use of the cultural heritage. And Priority axis 4 - Urban Municipality, the General Directorate for Communication, development support. 3. Rehabilitation of Cetățuia Hill (former Vauban Fortification) Local Development and Project Management has ƒƒ Someș River rehabilitation - The Regional Operational Destination Promenade area and summer theatre expertise and staff to apply for EU structural funds and Programme (ROP) 2014-2020, Priority axis 4 - Urban Estimated budget 6 m euros other programmes. In the last five years the city authorities development support. Funding source Local funds, EU funds attracted more than 150 m. euros from EU funds its ƒƒ Transilvania Cultural Center - The Regional Operational development projects. Programme (ROP) 2014-2020, Priority axis 4 - Urban Current Status Currently the City Hall is negotiating with the private owner to buy the land development support, and Priority Axis 5 - Improvement Implementation period 2016-2018 The main cultural and touristic infrastructure projects related of urban environment and conservation, protection and The project is a priority of the Development Strategy of the City and is related and is to promoting the historical to the ECoC project included in the investment plan of the sustainable use of the cultural heritage. Swiss-Romanian heritage and improvement of cultural infrastructure. City-Napoca Municipality for the 2014-2020 period, are Cooperation Programme eligible for the following EU financing funds: ƒƒ European Centre for Contemporary Arts - The Regional 4. Refurbishment of Firemen Tower ƒƒ Refurbishment of Firemen Tower - The Regional Operational Programme (ROP) 2014-2020, Priority Axis Destination Urban cultural centre, observation point Operational Programme (ROP) 2014-2020, Priority Axis 5 - Improvement of urban environment and conservation, Estimated budget 3 m euros 5 - Improvement of urban environment and conservation, protection and sustainable use of the cultural heritage; Funding source EU funds, local funds protection and sustainable use of the cultural heritage. . Priority axis 4 - Urban development support; Priority axis Current Status At the moment the City Hall announced an architectural public contest ƒƒ Rehabilitation of Cetățuia Hill (former Vauban 3 - Supporting the transition to a low carbon emission Implementation period 2016-2018 Fortification) - The Regional Operational Programme economy; Norway Grants; Swiss-Romanian Cooperation (ROP) 2014-2020, Priority Axis 5 - Improvement of urban Programme. The project is a priority of the Development Strategy of the City and is related to historical heritage and improve- ment of cultural infrastructure.

According to what timetable should the income to cover capital expenditure be 5. Someș River rehabilitation received by the city and/or the body responsible for preparing and implementing Destination Urban regeneration, new public spaces, mobility, leisure the ECoC project if the city receives the title of European Capital of Culture? Estimated budget 25 m euros Funding source EU funds, local funds Current Status At the moment the City Hall announced an architectural public contest Please see the answer below. As mentioned in the The investment projects are diverse and spread over different Implementation period 2016-2020 beginning of this chapter, between 2011 and 2015, the local neighbourhoods; thus we plan to spread the cultural The project is a priority of the Development Strategy of the the City related to Someș from West to East flagship administration finished major cultural, touristic or leisure activities - which nowadays are a city centre “monopoly” - to project. investments directly related to the preparation of the city for the outskirts. the ECoC 2021 candidature. 6. City Communication System Destination Improving the cultural communication and citizens interactions If appropriate, please insert a table here that specifies which amounts will be spent Estimated budget 0.6 m euros for new cultural infrastructure to be used in the framework of the title year. Funding source Local funds Current Status The project will soon starts Implementation period 2016-2017 All future infrastructure development projects presented in from the consultations that took place during the strategy The project is a priority of Cultural Strategy and will help cultural institutions and operators to promote cultural the table below are related to the ECoC programme. These development process carried out in 2013. The projects are activities in the city. specific needs for infrastructure development resulted part of the Cluj-Napoca 2014-2020 Development Strategy. 70 Management Management 71 b) Organisational structure

What kind of governance and delivery structure is envisaged for the implementation of the European Capital of Culture year?

The implementation of Cluj-Napoca 2021 ECoC is ensured ƒƒ Decision-making – The Executive Board formed of 7. Rehabilitation of public monuments and historical building: by the Cluj-Napoca 2021 - European Capital of Culture cultural experts, representatives of local and regional Carolina Monument, Virgin Mary Monument and historical buildings Association. The Association was founded in 2010 as a non- authorities, universities, public institutions and business Destination Promoting architectural heritage patrimonial, non-governmental, apolitical and independent (15 people); Estimated budget 3 m euros organization, with a cultural and educational purpose. The ƒƒ Audit – Internal audit team ensuring the legal Funding source Local funds aim of its activities is to ensure the coordination of the Cluj- compliance of the activities (three people). Current Status At the moment there are prepared the technical details for auctions Napoca 2021 - European Capital of Culture project. Cluj-Napoca 2021 ECoC Association is active not only in Implementation period 2016-2018 The Association has ensured all the necessary actions for preparing the application, but also in many other areas The rehabilitation of public monuments and historical buildings are priorities of the Cultural Strategy of the City. the preparation of the application and will carry out the related to the bidding process and community activities: implementation of the project if the title is awarded. the initiation of the city integrated communication system, 8. Rehabilitation of the Mihai Viteazul Square Someș river strategy, City Development Strategy, improvement Destination Public space The Association is built on four essential layers: of local laws regarding the financing of cultural activities, Estimated budget 3 m euros ƒƒ Membership – Institutions, Organisations and Citizens supporting the activities of other local organisations Funding source Local funds with the Member status: the members attend and vote and involvement in university projects. The Association Current Status In preparation a contest in partnership with the Romanian Order of Architects - Transylvania branch in the General Assemblies, where all the plans of the team has also provided expertise for the preparation and Implementation period 2017-2020 Executive Board are to be approved. All members are implementation of the Cluj-Napoca 2015 European Youth The Mihai Viteazul Square is the third main square of the City and it represents a priority in the Development equal according to the principle one member – one vote; Capital project and it has been actively involved in promoting Strategy, being in direct connection with the need of urban regeneration. ƒƒ Operational – An Executive Board and a Management at European level the city of Cluj-Napoca and its cultural Team formed of skilled people who are selected based scene. on professional and transparent criteria (three full time 9. Pedestrianization of Kogălniceanu street and developing a new touristic route: employees and external collaborators); According to a recent survey (April 2015) more than 80% of Central Cemetery – Kogălniceanu street- Union square – Museum square – Caragiale park – the the citizens of Cluj-Napoca trust the work of the Association. Saxon bridge – Cetăţuia hill Destination Touristic and cultural pedestrian route Estimated budget 9 m euros How will this structure be organised at management level? Please make clear who Funding source Local funds will be the person(s) having the final responsibility for global leadership of the Current Status Conducting feasibility research project? Implementation period 2016-2019 Has a direct connection with the Touristic Development of the City. If Cluj-Napoca is awarded the ECoC title we consider the a contract with the Association. The contract states the following structure: objectives of the projects and the terms and conditions ƒƒ The Executive Board is formed of one Managing Director, imposed by the Association (branding rules, guidelines of 10. Modernization of the Union Square – stage 2 (includes the pedestrianization of the West wing) one Artistic Director and one Community Director. The the Cultural Programme etc.). Destination Pedestrian and touristic area Community Director and the Artistic Director respond to ƒƒ The Co-Team is a support body created to provide short- Estimated budget 2.5 m euros the Managing Director, who is the final responsible for term solutions for highly specialised jobs in the Project Funding source Local funds the project and holds the final decision when needed. Teams and in the Management Team. Especially for Current Status Under implementation The Executive Board, represented by the Managing specific and short-term jobs and projects, we want to Implementation period 2016 Director, responds to a Steering Committee formed of temporarily hire qualified and experienced team members The project is a priority in the Development Strategy of the City. highly skilled experts and representatives of the local coming from our partner organisations (companies, institutions and authorities. cultural, arts etc.), to cover specific specialised project 11. Gheorgheni park – leisure and sports complex ƒƒ The Steering Committee is managed by the Mayor of needs. The members of the Co-Team work pro bono or Destination Leisure area Cluj-Napoca, as Chairman. have their salaries paid by their home organisations. Estimated budget 6 m euros ƒƒ The Management Team is comprised of three Teams ƒƒ The Open Academy of Change, a key department of (Production, Artistic and Community) managed by their the Community Team, offers two essential bodies for the Funding source Governmental funds / Local funds respective Directors (Managing Director, Artistic Director well-functioning of the overall structure: the Facilitators Current Status Under implementation and Community Director). The Directors benefit from the Team and the Volunteers Team. The two bodies provide Implementation period 2016 support of the appropriate Advisory Board, as stated in connectors and, respectively, workforce to all the project The project is a priority in the Development Strategy of the City. the diagrams and tables below. teams which need those. While anyone can be a volunteer ƒƒ All the projects and events are handled in Project Teams in the Volunteer Team, the members of the Facilitators which respond to their appropriate department manager Team need to have a solid background in general or Total of estimated investments: 135.1 m euros from the Management Team. The external projects and cultural management and a strong network of contacts, events (those which are run by organisations other than as their role is to improve the project teams’ access to the Association) are affiliated to our Programme based on resources. 72 Management Management 73

CLUJ-NAPOCA 2021 EUROPEAN CAPITAL OF CULTURE ASSOCIATION How will you ensure that this structure has the staff with the appropriate skills Bodies Responsible Members Responsibilities andexperience to plan, manage and deliver the cultural programme for the year of the title? Steering Committee Steering Committee 9 members: Mayor of the City (Chairman), President The Steering Committee approves the action Chairman – The Mayor of of the County Council, representatives of National plans, budgets and the strategic decisions of the Cluj-Napoca is a great pool for managers and cultural count on the above described local pool of skilled operators, the City Government, representatives of the bidding team, cultural Executive Board and advises the Executive Board workers. Along with representatives of the administration managers, producers and cultural workers, as well as on the experts, representatives of universities and local business on strategic and current matters. and of the civil sector, many of them have been involved in foreign experts already active in Romania, on the teams of community, representatives of local cultural institutions the process of developing this candidature and are willing to Cluj-Napoca ECoC 2021 and Cluj-Napoca European Youth Executive Board Managing Director Managing Director The Executive Board manages the planning and take active roles in the implementation stage. The members Capital 2015 and on other Romanian and European cultural Artistic Director implementation processes in the Association. of the initial team have also made plans for remaining managers interested in the project. The pool of experts in Community Director involved in the project, with active roles in the team or with the Co-Team will also have key contributions to fill in specific Production Team Managing Director Corporate Partnerships Manager The Production Team manages the resources flow consultancy roles in the advisory boards, according to their short term needs for specialised skills in the project. Production Manager in the Association: HR, financial, material and areas of expertise: Florin Moroșanu and Ștefan Teișanu on Financial Manager informational. the management and production side, Tudor Giurgiu, Rarița Following their recruitment, all team members undergo Secretariat Zbranca and István Szakáts on the artistic and community training and participate in professional development Artistic Team Artistic Director 5 Artistic Managers (one for each Programme line) The Artistic Team manages the cultural programme side. activities that are focused on developing their knowledge programme. and skills in working in the European Capital of Culture Community Team Community Director Marketing Manager The Community Team manages the Starting with the autumn of 2016, according to the selection action. In this respect the Cluj-Napoca 2021 Association will Hospitality Manager communications and networks around the project. criteria and procedures detailed in this chapter, our Steering seek advice from experts that have already been involved Committee will run a selection process to identify a in managing ECoC projects and will actively involve in the Audience Development Manager Management Team. Anyone can apply for the positions and activities of the Network of European Capitals of Culture. Open Academy of Change Manager we expect to have no sourcing problems, as we know we can (incl. Facilitator Team and Volunteers Team) Artistic Advisory Board Chairman of the Artistic 9 members, representatives of the local and European The Artistic Advisory Board advises the Artistic Advisory Board cultural and artistic sector Director and provides feedback and suggestions How will you make sure that there is an appropriate cooperation between the local for the cultural programme. authorities and this structure including the artistic team? Community Advisory Chairman of the Community 9 members, experts in marketing, tourism and social work The Community Advisory Board advises the Board Advisory Board Community Director and provides feedback and suggestions for the work of the Community Team. Administrative and political support Operational level Event & Project Teams Event or Project Managers Team Members External Projects and Events are affiliated to The European Youth Capital experience makes a good Cluj-Napoca 2021 Programme based on a contract Strategic level example of collaboration at the operational level between with the Association. During the five-year activity of Cluj-Napoca 2021 ECoC the administration and the team that implemented the Co-Team Managing Director Team members The Co-Team brings external resources from Association, we managed to develop a balanced relationship project. We are learning from this experience. During 2015 our partner organisations for the short-term or between the executive team and the local/regional joint working groups of Share Federation (the organization highly-specialised jobs in the Project Teams. authorities and between the Association and political that implemented the project) and local institutions have parties. The key to success was constant communication been established. The working groups met when major with and involvement of these major stakeholders in the events/activities were in the preparation stage and also in the Structure of Cluj-Napoca 2021 European Capital of Culture Association bid preparation process. Thus, all Mayors of the City and implementations stage. The mission of these joint working Presidents of Cluj County Council since 2010 have been groups was to correlate the actions needed for: safety STEERING COMMITTEE members of the Executive Board of the Association. The of citizens, the use of public and private spaces, touristic future holders of these seats will also have a key position in infrastructure, circulation and public transport etc. ARTISTIC ADVISORY BOARD COMMUNITY ADVISORY BOARD the ECoC project implementation structure. We intend to set up an on-going inter-institutional working MANAGING DIRECTOR Furthermore, all political parties signed in 2013 an group of the ECoC Association with Cluj-Napoca City Hall and agreement to support the city ECoC project and are Local Council, Cluj County Council, Local and National Police, ARTISTIC DIRECTOR COMMUNITY DIRECTOR committed to its implementation. To ensure that both present Prefecture, Gendarmerie, and Public Transport Company in and future decision-makers from all sides of the political order to keep these institutions informed on the process, to spectrum are well informed about the ECoC process, the prevent and solve problems that may occur and to generally possible impact of the title for the development of the city support the implementation of the programme. and their role in this process we have been in constant ARTISTIC TEAM PRODUCTION TEAM COMMUNITY TEAM dialogue with the local presidents of political parties. We Regarding the implementation of the cultural programme, presented the project to members of the youth organisations the Artistic Director and the Artistic Team will have total 5 ARTISTIC MANAGERS PRODUCTION MANAGER MARKETING MANAGER of political parties and encouraged their involvement in independence and support from local authorities. CORPORATE AFFAIRS MANAGER HOSPITABILITY MANAGER specific activities of the Association, for instance in our public Regarding the Artistic Team and the implementation of the / WONDER / EXPLORE FINANCE MANAGER AUDIENCE DEVELOPMENT MANAGER communication campaigns. cultural programme, the Artistic Director will benefit of total / ACTIVATE / SHARE / TRUST SECRETARIAT OPEN ACADEMY OF CHANGE MANAGER independence and support from local authorities. 74 Management Management 75 c. Contingency planning 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 – Have you carried out/planned a risk assessment exercise? their respective profiles? When will they take up the appointment? What will be their respective fields of action? We have carried out an initial risk assessment exercise and we have another one planned for the second stage of the selection process. The results of the first risk assessment exercise can be found in the table at the end of this section. The Managing Director, the Artistic Director and the Community Director will be chosen by the Steering Committee following an open call based on the criteria listed below. What are the main strengths and weaknesses of your project?

The Managing Director’s profile: Fields of action: ƒƒ At least five years of relevant management experience ƒƒ Manages the entire project, the Executive Board and the CULTURAL PROGRAMME ƒƒ Proven performance in the management field Management Team ƒƒ Experienced in working with public authorities ƒƒ Manages the budget Strengths Weaknesses ƒƒ Experience in cultural management is a plus ƒƒ Manages the corporate fund-raising and the EU grants-writing It is purpose driven, long term planned and process It does not respond to an immediate, critical need in the community, therefore, it is likely to be hard to see as ƒƒ Experience in working in international projects and networks strategies oriented. an urgent necessity by the general public. ƒƒ Good understanding of arts and culture ƒƒ Represents the Association outside the organisation in all It is based on collaboration and strong networks of Its implementation needs a wide range and a large number of cultural experts and artists to be committed to ƒƒ Leadership, communication and coaching skills, ability to work essential matters except for the cultural programme partners at local and European level. the project for a long period of time (at least six years). across disciplines ƒƒ Answers to the Steering Committee It is designed to have a concrete, relevant and positive It is supposed to break the vicious circle of diverse cultural operators and different communities which ƒƒ Interest and availability to commit to the assignment for the ƒƒ Assists the Chairman of the Steering Committee in his/her social impact. are too indifferent or too vainglorious to collaborate - if they find ways to collaborate, then we have a entire period (2017-2022) activity and is the representative of the Management Team in “breakthrough”. ƒƒ Clear understanding of the role and scope of European Capital relation with the Steering Committee of Culture ƒƒ Date of appointment: July 2016 ORGANISATIONAL STRUCTURE Strengths Weaknesses The Artistic Director’s profile: Fields of action: All of the members of the original team of the project have been involved in So far there have been no crises that really challenged the internal structures of ƒƒ At least seven years of relevant experience in the cultural ƒƒ The Artistic Director will have the final decision regarding the all stages of the process (cultural strategy, concept, programme lines, writing the Association and therefore we do not know how we will react in an extreme sector artistic programme and will lead a team of experts in order to the application etc.) and will eventually implement the project if the title is situation. ƒƒ Proven performance in the cultural/artistic sector accomplish his/her tasks awarded (members of the team, project managers or consultants etc.) The Association structure is complex and difficult to organize. ƒƒ Experience in working with public authorities is a plus ƒƒ Manages the programme, the artistic content and the We have a very strong and healthy partnership with the local authorities. Our Romanian legislation makes it difficult for cultural operators to work with public ƒ Well-connected with cultural and artistic networks Artistic Team according to East of West concept and WEAST ƒ Association is independent and supported at the same time. money, especially in terms of cash-flow and of procedures for choosing your service ƒƒ Experience in managing large, complex projects and processes programme design providers. ƒƒ Interest and availability to commit to the assignment for the ƒƒ Fosters the cooperation between Cluj-Napoca and other The Co-Team (our system of leased professionals temporarily working for the The ECoC project requires a high and long term commitment to numerous cultural entire period (2017-2022) Romanian and foreign cities in terms of cultural exchange ƒƒ Clear understanding of the role and scope of European Capital ƒƒ Answers to the Managing Director for matters related to the project) helps us cover all the specialized HR needs and keeps us connected and management experts. of Culture management of the programme with the business sector, the cultural sector and the public sector. ƒƒ Chairs the Artistic Advisory Board and leads the Artistic Team ƒƒ Represents the Association outside the organisation in all BUDGET essential matters regarding the programme ƒƒ Date of appointment: July 2016 Strengths Weaknesses 60% of the budget is already secured from regional/county funds. National Government did not established its financial support. We count on diverse sources of income and have a good team of specialists for each The use of public financial resources requires complicated procedures for goods and The Community Director’s Profile: Fields of action: of them (fundraisers, grant writers, corporate affairs experts etc.) service procurement. National legislation regarding procurement prioritizes the ƒƒ At least seven years of relevant experience in the management ƒƒ Answers to the Managing Director quantity (or low price) of services and does not favour choosing the best quality field ƒƒ Chairs the Community Advisory Board services. ƒƒ Proven performance in management of community work and ƒƒ Manages the Open Academy of Social Change Team and the participatory processes entire Community Team ƒƒ Experienced in working with public authorities is a plus ƒƒ Represents the Association outside the organisation in all How are you planning to overcome weaknesses, including with the use of risk ƒƒ Well-connected with networks and communities in and outside essential matters regarding the responsibilities mentioned mitigation and planning tools, contingency planning etc. the country above ƒƒ Experience in managing large, complex projects and processes ƒƒ Date of appointment: July 2016 ƒƒ Interest and availability to commit to the assignment for the The stakes for the ECoC cities have gotten higher and activities in our programme are not a purpose themselves, but entire period (2017-2022) higher in the recent years, in terms of objectives, budgets, are methods, measures, steps to reach a final, higher purpose. infrastructure, tourism and others, but the risks involved have This principle fosters long-term thinking and allows us to also increased at the same time. be more flexible with resources allocation, to implement If Cluj-Napoca is awarded the title the statute of the association will be updated to reflect the new structure and control measures more easily and to always keep an open attributions described above. To minimize risks we have based our entire planning on the mind: reaching the final purpose is essential, while maximum principle of purpose-driven activities: all the events and precision delivery of the action plan is only recommended. 76 Management Management 77

”Servus is an elliptical form of Ego servus tuus Western (German) influences, despite the fact of sum, which means”I am your servant”, in the sense having Roman roots. Weaknesses & Main risks Probability Control Measures of”I put myself at your disposal” or ”I am ready to Internal/Local serve you”. The expression was used in the Roman […] With Servus we encourage our guests from Loss of administrative and political support Minimal Official decisions of approval for the financial participation in the project of Cluj-Napoca Local Antiquity, in the entire Roman Empire, including all over the world to make themselves at home Council and Cluj County Council; memorandum of understanding and support signed by all the Dacia, Moesia and other Danubian provinces, as a in Cluj-Napoca, while we will do our best to political parties. form of courtesy. serve them, as the unwritten laws of hospitality Representatives of all major institutions are involved in the projects as members of the Advisory demand. This is why Servus is not only a part of Boards, as project managers or as members of the Co-Team. [...] In the German world of the XVIth and XVIIth our common European history, but also a part Changes in the Executive Board and at the level of key Average Our aim is to keep, at Executive Board level and at top of Management Team level, as many of centuries there was a tendency to revive and of the civilisation we have built together here in imitate Antiquity. This is when the German Transylvania. When we say Servus we open up managers in the Management Team, due to personal our long-term collaborators as possible: the initiators of the project, the executive team, the and Austrian nobles, while trying to act like the our souls and we present in front of the world with problems, resignations or failure to attract the right cultural operators involved in the research and development of the programme, the initial team Romans, started to greet each other with Servus a certain courtesy, availability and dignity, as it people for the job, in terms of fitting in the team of external consultants. tuus! This form of greeting has rapidly been should be done.” The recruitment process for the Executive Board as for the key roles in the Management Team has adopted by the elites of the neighbour areas: started long ago and is based on the triple criteria of Skill, Will & Fit: while Skill and Will are more Czech, Slovak, Croatian, Polish, Hungarian and easily evaluable, Fit needs a longer time to be fulfilled. Romanian (from Transylvania). In other words, this Acad. Prof. univ. dr. Ioan-Aurel Pop External polite form of salute has reached us through our Rector of Babeș-Bolyai University of Cluj-Napoca Failure to secure the planned budget Minimal We base our financial sustainability strategy on the concept of diversified sources of income. We have already secured 60% of the budget, from the local and county budget. Determinant external trends or force majeure Average While such impactful events will definitely have an influence on the contextual relevance of What is the city’s intended marketing and communication strategy for the European affecting the programme, the stakeholders and the our programme and on our capacity to deliver it, culture always finds its ways to serve a social Capital of Culture year? (in particular with regard to the media strategy and the socio-political context (like wars, economy dropdowns purpose. Part of our programme is especially designed to foster new responses to challenging mobilisation of large audiences) etc.) contexts. A change in the scenario brings a change in the data and a change in the data will be How will you mobilise your own citizens as communicators of the year to the reflected in the way we will adapt our programme and plan if the moment calls for it. outside world?

Programme related Our programme is not a series of events, but a compact, multi-layered, inter-connected series According to our Operational Budget we have allocated ƒƒ By background and interest: people with a cultural or 5.450.000 euros for marketing and communication artistic formation, people interested in tourism, travel Not enough resources (people, time, money) to Average of projects planned to be launched in 2021 (or earlier) and developed on the long term. Having (15.57% operational budget). While our East of West and entertainment, people interested in ethnography and implement the entire programme in mind that project management is a tool and not a purpose helps us re-scale and re-plan the concept obviously has a great potential for international heritage and other large audiences entire process according to the available resources, so the programme can be implemented. communication, we have chosen a particular marketing ƒƒ Special needs audiences All our planned activities, as the concept itself, are based on the principle of collaboration and approach to enhance this potential even more: the Failure to attract a relevant number and quality Minimal have a European dimension. keystone of the marketing and communication strategy is Our main steps: of European artists and cultural operators in the Our flagship projects and all the major events and activities in the programme are built on participation. ƒƒ Making the involvement in the programme possible programme strong networks of international partners. and desirable: Our offline and online hubs for action in We have two European calls for projects planned for 2017 and 2020. Moreover, participatory marketing is more effective than culture are the pillars of Cluj-Napoca 2021 Programme: traditional marketing, as it relies on involvement and the initiative groups of the flagship projects, the recommendations. So, our plan is to build a sense of Open Academy of Change, the calls for Projects, the ownership and responsibility for Cluj-Napoca 2021 ECoC Volunteer Programme etc. People are invited to join the d. Marketing and communication among the local community and the visitors from all around discussion and all these hubs are open for everybody. Europe. We aim to get people involved in the program, to ƒƒ Offering concrete ways for the audience to take Could your artistic programme be summed up by a slogan? help them have immersive experiences in the project. The charge: Offline and online hubs where people to have people and their ideas put to work, this is our marketing and access to the development of the programme itself. communication campaign. Projects based on user-generated content. Word-of-mouth The slogan of our project is Servus. In Romania this form networks created by our team. Online advisory boards for of greeting is very specific to us, the people from Cluj- How will we go on doing this? specific needs. Co-creation activities like idea contests, Napoca. Everywhere you go and say Servus people say Aha, tech challenges, brainstorming etc. ƒ you’re from Cluj, right? The expression has Latin origins Our strategic goals: ƒ Letting people know about Cluj-Napoca 2021: Our ƒ and became well-known in the Central-European cultural ƒ To increase participation in culture on the short and long project benefits from a complex mix of traditional space. Servus is the word which talks about our aspiration run marketing and communication tools like radio and TV ƒ to fulfil our potential as a community and also is the symbol ƒ To communicate Cluj-Napoca 2021 ECoC to a local, coverage, printed and online ads and articles, dedicated of trust: it is used by both Romanians and Hungarians, it national and European audience newsletters, online banners, OOH (out-of-home is how friends say hello to each other and it is the way you advertising) indoor and outdoor campaigns, social media, greet people who you consider as your equals. It represents Our target groups: but also from a very consistent agenda of own marketing ƒ openness, and familiarity. It is the synthesis of East meeting ƒ By age: children, youth and young at heart productions which are both spectacular and effective ƒ West. ƒ By place: local, Transylvanian, Romanian, Central-Eastern- marketing-wise: PR stunts, invented worlds etc. European and European 78 Management

ƒƒ Building collective enthusiasm: Our participatory ƒƒ Word-of-mouth campaigns marketing approach is meant to build collective •• It is said that the word-of-mouth is the most effective enthusiasm as 2021 gets closer and closer, with a peak marketing method. One cannot control it, of course, on the project itself. Thus, we estimate that by 2020 they but one can encourage it. This is why we will run will already be the critical mass which is needed. Servus Europe, a person-to-person ambassadors ƒƒ Making information accessible: All the above program which connects the Romanian diaspora, the mentioned efforts will only have effect if the information foreigners who live or have lived in our city and the is easy to access. For this we count on our website students of Cluj-Napoca to their European friends. (www.clujnapoca2021.ro), our series of brochures and •• The campaign offers an annual meeting place for magazines, our network of info-points in Universities, the everyone involved: InClujing You a summer week Romanian Cultural Centres from abroad a.o. of events and activities that celebrate the diverse cultural values of our city and of the ones who love Own marketing productions it. All the people living abroad and emotionally Additional information ƒƒ Intergalactic Communication connected to the city are invited to bring friends and •• PR stunt: Cluj-Napoca is known as one of the families to this yearly meeting in Cluj-Napoca, to In a few lines explain what makes your application so special compared to others? favourite destinations for “visitors” Universe-wide. discover or rediscover the city. We call this personal BBC has placed the Hoia Forest of Cluj-Napoca tourism. amongst the top three most haunted places in the So is this the end? We can now look back and ask ourselves: activities, to make the necessary decisions in good time and, world. It is said that the woods "host a portal for the How are we organized? how did we change? And how has this process changed our most of all, to open itself - this is maybe the hardest thing communication with other worlds". We will invest in city? inside "the system" - towards the civil society. We feel special an Intergalactic communication campaign, to ensure We have a Marketing and Communication Manager in because in the last five years we have already changed the Cluj-Napoca 2021’s coverage at an inter-planetary our Community Team, working directly under the Community Five years have passed and the coordinating team of this city to some extent. level. Together with a Romanian tech company based Director and with the managers of the Open Academy of application is the same. Now, we can confess: we are so in Cluj-Napoca that supports the Space Program of Change, Audience Development and Hospitality departments. proud and honoured to have reached this point, and we are We embarked on a unique and authentic process of the Romanian Government, we will build a tulnic This is a reflection of our participatory marketing strategy, so deeply grateful to everyone we've met during this journey. transformation, generated from bottom-up. We feel special (alphorn) to send Servus signals about our project genuinely connecting the marketing department with the They all enriched our souls. How many teams can say they've because we took the courage and determination to recognize, to the outer space. teams which administrate people’s involvement in our Cluj- stayed together since the start? We've learned every single face and address our challenges. Our East of West concept, our •• Intergalactic Ethnography Camp is an annual Napoca 2021 ECoC project. Participatory marketing is a two day and in every single meeting that nobody has all the good Academy of Change and WEAST programme philosophy are residency program for young artists from all around way street: people need to get involved in and you need ideas, that the right solution only comes through open talks testifying it. Europe, who are invited to imagine an Intergalactic to communicate this, with their help, to the outside. The and that community interest has to prevail over ideology. Ethnography Exhibition in the local Transylvanian Community Team takes care of both: people get involved in We feel special because our mandatory financial allocations Museum of Ethnography by using the opportunities and programs run by the Academy We can now testify that, thanks to this candidature, Cluj- for the ECoC project year have already been adopted. •• Freelance travel journalists and journalists from the of Change (Volunteer Programme, Exchange Programme, Napoca has gained an amazing momentum. You've come until international partner newspapers are invited to visit Hubs etc.), by the Hospitality Team (unconventional here with reading this application and you've surely made up We feel special because we tested our capacity to deliver a Cluj-Napoca prior to 2021, to tell the world about accommodation networks, travel guides etc.) and by the your mind - "this one deserves or deserves not to win". So let's project of such magnitude by implementing our European what’s real and what’s surreal here. Audience Development team. Team, and communication goes face it: imagining that our city will become European Capital Youth Capital in 2015. out through the efforts of the Marketing and Communication of Culture has ignited a whole miraculous atmosphere in our Team. lives. Thanks to this halo, remarkable ideas were born, original We feel special because becoming a European Capital of events have been appearing every year and we all feel the Culture is our dream, the same as it was five years ago. And city we love is on the verge of a unique transformation. dreams cannot be chased away.

How does the city plan to highlight that the European Capital of Culture is an action We recognize we are not the ones to decide if we are special. We are ready. The local authorities are also ready. of the European Union? We feel special, first of all, because in our five year process we succeeded in serving community interest. Now the decision if we are special is in your hands.

The visibility of the European Union brand and name will and communication approach – and we will bring to the This burst of cultural initiatives compelled the city So again: is this the end? We say it is the real beginning. be ensured at an “intergalactic” level, throughout our entire attention of the public issues on the EU agenda, Migration, administration to keep up. To improve the budget for cultural marketing and communication campaign (referred to in the Cultural entrepreneurship, New Narrative for Europe, Creative previous answer) and during the project itself. Industries, Mobility of artists, Cultural legislation, Human Rights, Education, Internet, Cohesion policy, Digital Europe etc. Add any further comments which you deem necessary in relation with your All logos stipulated in the EU guidelines will be shown on all application. Cluj-Napoca 2021 ECoC official materials, printed and online. We will partner with key EU institutions, in order to bring Representatives of the European Commission will be invited them to Cluj-Napoca and promote the opportunities they We propose to embark on a collective investigation on how cities that intend to apply for the ECoC title that culturally as speakers at all our major events, prior to 2021 and during offer and the legacy they leave to the European cultural cultural articulations of our common European identity it feels as European as ever. Their message is clear: we need the project. We will integrate key issues of the EU related sector, the ECoC program being showcased as one of these shape the European construction and reconstruction. Among to harness our collective energies and address the issue of to social, urban and cultural discourse into our campaigns opportunities. all economic turmoil, Greece – the country we are sharing European identity frontally. the title year with – shows even by the sheer number of Members of the Cluj-Napoca 2021 European Capital of Culture Association: Gheorghe Dima Music Academy / North West Regional Development Agency / Cluj Hoteliers Association / Cluj County Association for Romanian refugees / displaced and deported from Bessarabia / Northern Bucovina / Herța and Cadrilater region during 1940-1945 / Art Image Association / Colectiv A Association / Balla & Vanja Projects Cultural Association / Pro Transilvania Association / Business Women Association in Cluj / GroundFloor Group Association / Romanian Film Promotion Association / Employers and Craftsmen Abbreviations Association Cluj County / Victoria Film Association / Chamber of Commerce and Industry / Students’ Culture House / Transylvania Lions Club in Cluj-Napoca / AIR - Artist in Residence Genesis Lions Club Association / Ioan Georgiu Lions Club Association / Rotary CFR - Romanian Railway Company Club / Cluj County Council / The Paintbrush Factory Federation / Transilvania CIC - Cluj Innovation City State Philarmonic / AltArt Foundation for AltArternative Arts / Apostrof Cultural CREIC - Regional Centre for Excellence in Creative Industries Foundation / Carpatica Cultural and Charity Foundation for Protecting the DIY - do it yourself National Cultural Heritage / General Social Protection Foundation in Romania ECCA - The European Centre for Contemporary Arts - Transylvania Branch / European Foundation for Urban Culture / Transylvania EYC - European Youth Capiital College Foundation / French Cultural Institute in Cluj-Napoca / The Romanian FSPAC - Faculty of Political, Administrative and Communication Sciences Institute for Research on National Minorities / League of Romanian Writers GIS - Geographic Information System / Cluj-Napoca Municipality / Art Museum from Cluj-Napoca / Ethnographic ICT - Information and Communications Technology Museum of Transylvania / National History Museum of Transylvania / Hungarian IRES - The Romanian Institute for Evaluation and Strategy Opera in Cluj / Order of Architects in Romania - Transilvania Branch / Avram NGO - Non-governmental organization Iancu Cultural-Patriotic Society / Romanian-German Cultural Association / Puck OAC - Open Academy of Change Puppet Theatre / Hungarian State Theatre / National Theatre of Cluj / Visual SME - Small and medium-sized enterprises Artists’ Union – Cluj Branch / Visual Artists’ Union - Cluj-Bistrița Branch / Avram TIFF - Transilvania International Film Festival Iancu University / Babeș-Bolyai University / Bogdan Vodă University in Cluj- UAD - University of Art and Design Napoca / University of Art and Design Cluj-Napoca / Iuliu Hațieganu University UBB - Babeș-Bolyai University for Medicine and Pharmacy / University of Agricultural Sciences and Veterinary UMF - University of Medicine and Pharmacy Medicine in Cluj-Napoca / Sapientia University / Technical University in Cluj- Napoca /// Albu Eugen / Ambrus Adam / Radu Badea / Burzo Emil / Cecălășan Călin / Chircă Adrian / Cozma Vasile / Cristea Aurelia / Haiduc Ionel / Cluj-Napoca 2021 European Capital of Culture Association, Photo Credits: Leanca Ioan-Grigore / Moroșanu Grigore Florin / Mureșanu Camil / Pănescu Eugen / Petraș Irina / Pop Mihai-Valentin / Puscaș Vasile / no. 58, 21 December 1989 blvd, 400094, Cluj-Napoca, Romania Ion Petcu (Nonu) p. 1 Rotta Răzvan / Sbârciu Ioan / Subțirica Ligia / Stamatian Vasile Florin / [email protected], www.clujnapoca2021.ro Roland Váczi p. 4: Get Up - AltArt; 58 - ADI-ZMC; 79: Creative Wagon - AltArt Tala Ioan Florin / Vușcan Gheorghe Ioan Radu Pădurean p. 7, 10, 12, 19, 22, 43, 52, 54 Pan Ioan Photography p. 15, 57: At the Playgrounds-Common Space in Other Contributors: Horea Avram / Șerban Țigănaș / Maria Rus Bojan / Mănăștur Initiative - Colectiv A Ami Barak / Corina Bucea / Mara Rațiu / Horațiu Răcășan / Daniela Maier / Urban Stage p. 20: Cluj Never Sleeps Mihai Mateiu / Tudor Giurgiu / Cristian Hordilă / Kinga Kovács / Andreea Iacob / Nicu Cherciu pag. 24: TIFF; 30 Miki Braniște / Kinga Kelemen / Oana Bălan / Diana Buluga / Cristian Pascariu / Radu Sălcudean pag. 26, 27 Cristina Bolog / Mircea Király / Cătălin Balog / Tudor Sălăgean / Dacian Groza p. 29: Between the lines - Plan B Gallery/Paintbrush Factory; 51: Ovidiu Cîmpean / Ligia Smărăndache / Sebastian Hosu / Attila Király / Someş Delivery; 59: Between the lines - Plan B Gallery/Paintbrush Factory Adela Fofiu / Dan Sânpetrean / Laura Panait / Eugen Pănescu / Dan Clinci / Dan Bodea (Transilvania Reporter) p. 40: Untold Festival Federația Share / Călin Stegerean / Mihai Pop / Melinda Boros / Biró István p. 42: Divas - Ground Floor Group Simona Șerban / Karin Hann / Horațiu Dumitraș / Rareș Crăiuț / Plan B (Cluj-Berlin) p 44: Adrian Ghenie Emilia Botezan / Diana Apan / Sorin Ionescu / Cornel Hozea / Dan Ciulea / Pocan Ioan Valentin p. 49: Joben Bistro Gabriel Aldea / Raluca Gârboan / Călin Hințea / Simona Noja / AltArt p. 76, an idea after Alternative Routes by Panait L. and Medeşan S. Raluca Antonie / Marius Andrei / Tudor Țiclău / Adrian Hudrea / Ioan Hosu / Cătălin Baba / Adi Rusu / Diana Marincu / Alexandru Fekete / Paul Bucovesan / Alin Vaida / Meda Corovei / Valentin Toader / Cristian Chifu / Cosma Smaranda / Mayor of Cluj-Napoca: Emil Boc Marius Lazin / Adina Negrușa / Marius Oprea County Council President: Mihai Seplecan Prefect’s Institution Cluj County: Gheorghe Vușcan Special thanks to our strategic partners: Cluj-Napoca 2021 European Capital of Culture Association Ursus Breweries, Moldovan - Carmangerie Sânnicoară and the authors for the Application form: Florin Moroșanu (executive director) / Rarița Zbranca / István Szakáts / Consultants: ACULTOS / Essen Ștefan Teișanu / Ștefania Robu / Miana Domide / Mihnea Măruță / Graphic Design: Bencze László Hanna Ugron / Vasile Sebastian Dâncu / Irina Petraș / Alin Ivan / Adrian Chirca / English proofreading: Virgil Stanciu / Clara Burghelea Gabriela Bodea / Cristian Avram The publication of the bid book is financed by: Board of Directors: Radu Munteanu / Irina Petraș / Emil Boc / Mihai Seplecan / Cluj-Napoca City Hall and Local Council Ioan Sbârciu / Vasile Jucan / Ioan Leanca / Răzvan Rotta / Florin Stamatian / Published by: Cluj-Napoca 2021 European Capital of Culture Association, Florin Țala / Radu Badea / István Szakáts / Ioan Chirilă / Sorin Dan / Ionel Vitoc no. 58, 21 December 1989 blvd, 400094, Cluj-Napoca, Romania