Table of Contents

I. Basic principles 2 II. Structure of the programme for the event 32 III. Organisation and financing of the event 50 1. Organisational structure 50 2. Financing of the event 53 IV. City infrastructure 61 V. Communication strategy 67 VI. Evaluation and monitoring of the event 75 VII. Additional information 78 I. Basic principles 4 / 5 I. We are proud to have a beautiful, unspoiled our city: of ethnic minorities (Roma, Old Town – but it is a sleeping beauty, Jews, Armenians, Turks), of new migrants not really filled with life. We have a huge (Ukrainians, Russians, Italians, British), of Basic principles cultural heritage – Plovdiv is older than religious communities (Christian Orthodox, Athens and Rome, but we have the same Catholic, Protestant, Muslim, Jewish) – problems as many other historic cities in including all the different social groups and Europe in that many cultural and historical generations. But looking closer, there is sites lack life, the vision and the opportunity no dialogue: every group in the city keeps comprises many young people creating a to include the contemporary needs of the to itself, refusing to mix and mingle. 1) a)Why does the city city and its citizens. They are perceived Some of these groups - for instance the which you represent lively and active art scene. There are more cafés, restaurants and clubs per capita in as “merely historic”, an attraction for Roma minority - even live in ghettos where wish to take part in Plovdiv than anywhere else in the country. tourists. Plovdivians are proud that the the rest of the population avoids going the competition for In Bulgaria Plovdiv has the negative image city is a cradle of European culture – but at all. And specifically, dealing with the the title of European of being the city of Ayliak – a Turkish we are also stuck looking back to distant Roma community, which makes up around Capital of Culture? word, which is used to express the relaxed, days of glory. We are extremely proud that 1/5 of the population in Plovdiv, is a pan- laissez-faire attitude to life. But people Plovdiv is a world-famous site of ancient European issue that we share with numerous actually come to live in Plovdiv, because it culture – but are totally surprised when we neighbouring, but also Western European Everything we are proud of in Plovdiv is is a real alternative if you want big city life hear that many of our fellow Europeans countries. In fact most members of this problematic: history, diversity, culture, combined with an “enjoy life” atmosphere. have never even heard of Plovdiv. community are Bulgarian according to their documents, but many of them claim to be urban space, the sense of togetherness. Like The city is distinguished by an 8,000 We are proud that we are deeply rooted of Turkish or other origin and only a small many other medium-sized cities in Europe, year old history as one of the oldest, in European culture, of our connections percentage identify themselves as Roma. specifically in Eastern Europe, Plovdiv still-inhabited cities in the world. This to Europe over these millennia, but today needs and wants to revive the citizen’s trust rich heritage is characterized by ancient we feel distant from the democratic, All of our citizens have real potential, but in the city as a space to live together. monuments in the city originating That is why we want to take dynamic and cultural Europe of the there is also an alarming lack of unity and from Thracian, Greek, Roman, Slavic, solidarity among people. People struggle part in the competition. past 60 years and we are striving to find Byzantine, and Ottoman cultures. our place on Europe’s cultural map. to survive on their own, without regard to the community, and there is a lack There are some shortfalls connected with And yet – there is something missing. Plovdiv has a lively art and culture scene of trust in cooperation. Alienation and life in the city, but let’s start with Plovdiv’s Everything we are proud of seems to with many young people interested in remoteness prevent people participating qualities: With 347,000 inhabitants it is have serious drawbacks behind it. With the historical dimension and in artistic in social processes and making them the second largest city in the country and the European Capital of Culture we activities – but they want a voice, they ask their own, as is the case in many other is located in a favourable geostrategic want to question ourselves: where do for space for new approaches, they want post-communist societies in Europe. position along an old trade route and we come from, where are we now and solidarity and the city has to encourage modern motorway that leads from Zagreb where do we want to be in the future? them to do what they do for the community. Not only the things we are proud of, via Belgrade and Sofia through Plovdiv Too many of them don’t see any prospects even our pride itself stands in our way. and onwards with one branch going to We have chosen the motto ‘Plovdiv for themselves and leave the city. Plovdiv Instead of cooperation, we often end up the Black Sea and the other to Turkey. Together’ because we are proud – and has the only Centre for Contemporary Art with confrontation. When 10 people come Plovdiv is one of those European cities that is part of our problem: too proud of its kind in Bulgaria, and festivals like together in Plovdiv they often end up popular with families who want to raise to cooperate with others, too proud to the Plovdiv Jazz Nights or The Night of arguing with 11 opinions on one issue. their children in a large but relaxed city. accept critical thinking, too proud to Museums and Galleries attract visitors It offers all the services and commodities rethink ourselves in the relationship from all over the country. Nevertheless We lack this unifying thread, which binds of a central city paired with a tranquil with the rest of the world, too proud these cultural events remain strangely together people of different social and atmosphere. It is a culture and business to really see what needs to be done. isolated because too many in the city are ethnic groups, of different interests. The centre for the whole of Southern Bulgaria, cut off from access and too many think of public space where different groups could with five important museums, a large variety We are proud of our past, but the way we culture as something from the past, which meet is not only not inviting interaction, of theatres, cultural institutions and an opera. approach it does not inspire us today. We cannot help in the present or future. it actually promotes segregation because Although it is a central hub in Bulgaria are proud of the cultures that built Plovdiv different groups move in different spaces it lacks the hectic restlessness of other over the millennia, but now culture seems We are proud of the microcosm of – including the digital space that by far large cities in the country. The population dispensable to many citizens today. European cultural diversity gathered in not everyone participates in. The social I. Basic principles 6 / 7 bubbles and consequently the urban bubbles provide different forms of city lifestyles but • Attracting a European audience by connecting them with other representatives necessarily meet and overlap in specific are open and ‘shared property’ by anyone highlighting Plovdiv’s cultural heritage of their ethnicity in Europe. places (public transport, traffic, public who wants to access them – then we really and promoting the sense of togetherness By encouraging citizens’ participation buildings etc.) but without inspiration, can turn ‘Plovdiv Together’ from a concept in Plovdiv and across Europe. and involvement. By making culture exchange or learning processes. Instead of into a reality. And this also constitutes what a key factor for development. acting as a synchronising function, cultural makes a concept like ‘Plovdiv Together’ • Changing the structure of the cultural activities in the city – mainly concentrated interesting for Europe: we are striving to audiences in the city. There is no Plug into Europe within the borders of the central urban learn to see and accept diversity and the traditional middle-class in Plovdiv. This … by positioning Plovdiv on the cultural area and the Old Town – additionally European city as a space of overlap of can only change if we manage to attract map of Europe. By focusing on the assets deepen the problem by excluding large different social and urban models and as new high tech industries. They in turn of the past for its European future. By communities (of the suburban areas) from an asset and a chance for social cohesion. attract specialists and a qualified labour sharing contemporary European horizons these activities. There is a lack of approach force with their families, who form new on arts, ethics and aesthetics adding our to socio-cultural inclusion regarding not All this is why the candidacy as European social strata. own style and approach to the diversity of Capital of Culture is so important. Plovdiv only the peripheral parts of the city and • Improving communication European culture. By changing the view needs and wants an energy boost. The the small villages in the region but also and cooperation between local of the Balkan region as being notorious city has to regain its appeal to its citizens, the inclusion of the marginalized groups; administration, academic for ethnic conflicts into one of it being a fellow Bulgarians and people abroad. many social and cultural events are still institutions, businesses and citizens culturally diverse and shared region. The people of Plovdiv need to rediscover inaccessible for people who have specific of Plovdiv and the region. needs. In addition, these groups are also their identity, sense of ownership, Stop the brain drain discriminated against in the labour market. purpose and belonging, to boost their • Improving communication and … by giving space to young people and self-esteem, trigger their exploratory cooperation with European partners providing them with an opportunity Plovdiv is proud of its position as an spirit and rediscover their creativity. and citizens. ECoC is a precious to realize ideas. By recognizing important economic centre for the whole opportunity to establish a best culture as a multifunctional force of South-Central Bulgaria, but a lot of The ECoC title would be a good start. It practice for the coming decades. in development (social, economic, nationally significant industrial centres in would show the citizens that culture is cultural, environmental). Consequently the city have lost their former meaning still a huge driving force in Europe and • Reviving a positive belief in the citizens creating a good environment for living, due to the industrial decline in the last two in Plovdiv. It could help us get over what that they can change things together. business and investments, improving decades, and the fall in restitutions and we have lost on the way and start afresh. The reluctance of citizens to cooperate the quality of the educational system, sales. On the other hand there is a clear has often led to initiatives being abused institutions and enterprises in Plovdiv. disruption of functional connections between This is why we want to take part by the media, by political or other education, culture, science and industry. This in the competition for the title of interest groups for their own purposes. Wipe off the dust is an indirect reason for the low share of European Capital of Culture. So here … by revitalizing the isolated landmarks innovative solutions, such as new industries, we are, ready to take the challenge. • Keeping the project clean of the city such as the Seven Hills and the businesses and technology parks, and and straight and avoiding too Maritsa River through artistic intervention. incubators. The difficulties in professional much political influence. By bringing back to life some emblematic development and personal growth are the 1) b) What, for it, would buildings with prominent architecture reason for a brain drain to the capital city be the main challenge such as the famous tobacco warehouses. and abroad. Although Plovdiv is the second of this nomination? 1) c) What are the largest city in the country, it lags behind city’s objectives for the Open new horizons other regional centres in terms of income. The main challenges of the year in question? … by engaging businesses and entrepreneurs The lack of consumers and the manpower nomination would be: in the cultural processes and spreading shortage stop investors who are interested in the idea of business​​ through culture. • Gaining the trust and participation of the The city’s objectives for the year 2019 are: the city. This creates a vicious circle. By introducing new technologies (e.g. minorities, especially the Roma/Turks. Technology Park “Gladno Pole” – a new Gaining the trust and participation of the Blast the ‘ghettos’ All this makes our motto ‘Plovdiv Together’ high tech park combining the most up-to majority of Plovdivians in understanding … by removing social division and breaking more than a motto – it is a condensation date achievements of agricultural technology that the European Capital of Culture up the “borders” between the groups. of what the city needs and what it could and education and also providing a physical is the chance to change attitudes By creating dialogue, acceptance and be if the potential was turned into reality. space for a business park that the city is towards minorities and that the time has understanding for cultures and traditions If we can learn to see Plovdiv as a typical missing. The project will help in recovering come to stop the exclusion of almost of different ethnic groups in the city and European city where ‘villages’ overlap and the essential bonds between education, one third of the city’s population. I. Basic principles 8 / 9 high tech and business.). By promoting the upbringing with or without communism) on the past – the focus is on the city identity of European cities by tying Plovdiv perception of culture as a driving force and people with disabilities, disadvantaged built on cities, the historical layers of into European networks, co-operations, (creative) industry. By initializing effective people, but also unity with our fellow the city as a palimpsest: Evmolpia, exchanges, joint ventures, individuals public-private partnerships for successful citizens in Bulgaria and in Europe. Philippopolis, Pulpudeva, Trimontium, making friends across borders, building good management of cultural resources. By Filibe, Ploudin, Palden, Plovdiv – the older connections between institutions, learning creating conditions for on-going education The other question that came up is: how sister of Troy and Mycenae. It focuses from and with fellow Bulgarians and and additional qualification of tourist and do we re-conquer the urban space and on hierarchies, on vertical structures in Europeans. cultural managers introducing best-practice make it a city for all citizens – especially decision-making and communication. European/ECoC strategies and models. considering the background of Plovdiv being The concept of the programme for Plovdiv TRANSFORM – putting the urban and rural one of the oldest still-inhabited cities in the 2019 is to turn the citizens’ attention towards landscape back into a social and cultural Mobilize resources world. In this sense it is our ambition to ‘Plovdiv Together’, towards sharing context by revitalizing isolated landmarks … by integrating cultural and tourist see how Plovdiv contributed to the model cultures and spaces, towards involvement – the hills, the parks, the rowing canal, the development as parts of the long-term city of the European city in the past, how it and participation, to flat hierarchies and Old Town, the abandoned, the ugly and the development. By upgrading both the cultural contributes in the present and particularly grass-root movements, to seeing the city troubled areas, the quarter called The Trap, and touristic infrastructure. By resolving how it will in the future: How can a place as a common, shared space – a European the main street, the international fair area, long-lasting uncertainty concerning the like Plovdiv (as an example for other city of the 21st century with an inclusive, the ghettos, the tobacco warehouses, and ownership of the cultural and historical cities) find ways of dealing with ancient, open atmosphere and vertical roots innovation and skills, new technologies sites which currently blocks development. modern, communist and post-communist that keep it connected to its history. and education. It’s about transforming By promoting the sustainable long-term urban development specifically with regard ‘Plovdiv Together’ has local, regional, perspectives and opportunities, so that integration of natural and cultural resources. to the functions of the European city? national, European and international young people find a reason to stay and implications. It does not only mean ‘Plovdiv see that they can contribute to change. Share the city The trust in notions of “public” and Together’ locally, but also: Plovdiv Together … by decentralizing the places for culture “Togetherness” is widely lost in Plovdiv with Bulgaria, Plovdiv together with Europe. REVIVE – reviving the tangible and and events from the city centre into the and Bulgaria. The people and the public intangible heritage and putting it into context residential areas in order to revitalize the space have been abused and violated by a Based on this background we want to fuse with the contemporary: making it a part suburbs and enhance accessibility to these totalitarian regime and are partly still subject the ethnic and social groups in Plovdiv to of everyday life rather than just a tourist events. By improving access to culture for to mismanagement and a considerable lack create ‘Plovdiv Together’, transforming the attraction. Revive is aimed at motivating all groups, especially marginalized ones. of citizen involvement. It is the loss of urban space into a cityscape that supports people to participate in culture and at trust in the public space as the “agora” that the togetherness, which in turn leads to bringing culture to where the people are – has caused Plovdiv to lose its identity, its reviving the heritage that gives identity and making it thus an everyday experience. 2) Explain the concept unity, and its connection to the European a sense of ownership and helps us relax in of the programme model of the city. We share this with many these times of pressure in order to create RELAX – striving for high marks in the which would be other cities especially in Eastern Europe sustainable growth and development on a Gross National Happiness or the Happy launched if the city was where the public space has been abused human scale with and for the citizens. Planet Index rather than only achieving nominated European by politics, and is still by consumerism. good economic results. It’s about wiping From this storyline we have developed off the dust and returning, after decades of Capital of Culture? The European Capital of Culture gives us four programme platforms: communism and transition, to fundamental the chance to turn this situation around by European values (respect, tolerance, The concept of our programme is based on using culture and re-positioning it as the FUSE – includes the concepts and ideas solidarity, cooperation, responsibility) while what we think can still be improved in our focus of our development – not only in about uniting the groups in Plovdiv: Our remaining true to our traditions. Relax is city and has direct connections to European Plovdiv, but in other cities in Europe that goal is to bring the communities and about well-being, about the joie de vivre, issues. Two main focus points emerged deal with similar issues as well. We will put generations closer, to overcome inertia about slow food and the slow life movement, during the preparation phase of the bid: our shoulders to the wheel in order to make and exclusion, to create a more positive about our tradition of Ayliak (the relaxed culture the very basis of development, its perspective and confidence in regards to ways that Plovdiv is famous for) and seeing If ‘Plovdiv Together’ is a vision, how driving force and compass. We understand the city, so that citizens develop a sense of it as a gift in these hurried times. Why not can we find our special Plovdivian way of that only cultural vitality and citizens who place and identity, a sense of ownership show how a city on the “edge” of Europe unity – among the majority and minorities identify with their city will be able to put (sharing and participating in city life), and can become a good example through (Roma, Turks, Armenians, Jews, Greeks), Plovdiv and Bulgaria back on the mental a sense of community, not only locally, finding lifestyles and production methods among different generations (who have map of our fellow European citizens. but also with our fellow Europeans. It’s in line with the Europe 2020 vision of different speeds and lifestyles, different So far our citizens have been focusing about weaving Plovdiv into the collective “sustainable, smart and inclusive” growth? Plovdiv city and district and the supporting regions

I. Basic principles 10 / 11

We understand culture as a binding element, But ‘Plovdiv Together’ also has a European the Neolithic times (7,000-5,000 B.C). So which turns people into communities. With dimension and necessity. Today, in 2013, the common roots of all European cultures its programme for 2019 Plovdiv wants to the economic recession has brought to can be traced here – not only in the city of become a modern European city in Bulgaria the forefront long forgotten reasons for Plovdiv, the capital of Thrace, but in the sharing European issues of the future: how different and incompatible people in whole region. The common pre-European language emerged here and traces of the joining in on questions of innovation and Europe are. In Europe and in Plovdiv we Which geographical sustainable development; ecology and urban have to give together a magical meaning 4) inhabitants are still visible in more than environment; social policies and education; and turn it into a password. The password area does the city intend 400 ‘kurgan’ (artificial mounds raised over synergies in culture and business; children’s that will grant us access to our common to involve in the “European graves in the Neolithic settlements). programmes and life-long learning. So future as a united cultural space. Capital of Culture” event? Some astonishing sights are located in the that Plovdiv not only takes pride in its city For Plovdiv and for Europe we want to Explain this choice. area involved in our bid, like the greatest motto “ancient and eternal” but looks ahead make our together not a simple combination antique tomb in South Eastern Europe in to be “together and sustainable” as well. of people forced to live in the same place, The geographical area to be involved in Starossel, the unique Medieval mountain but together should turn into a conscious the European Capital of Culture 2019 monastery in Bachkovo, the Assenovgrad choice made by individuals who know why: event in Plovdiv will be the Thracian churches and chapels and the biggest 3) Could this programme sharing cultural diversity, while safeguarding plain (around Plovdiv) and the Rhodope archaeological complex in the Balkans – be summed up by a slogan? fundamental rights and values that we have mountains to the South of the city – the the ancient Thracian city of Perperikon, fought for in our city and in Europe. landscape involved is economically, which encompasses settlements not only The programme we are planning can And our together has two specific historically and psychologically from Antiquity, but also the Medieval era, be summed up by the slogan: historical precedents that are important associated with Plovdiv and its area. from the Bronze and even Neolithic Ages. inspirations for us and touch us deeply: ‘PLOVDIV TOGETHER’ Plovdiv as a candidate city is supported by Including this diverse area creates mutual In 1885, the citizens of Plovdiv and the five Regional Districts of South-Central benefits for the region and the city on the Together is a special word for us. region completed the Bulgarian Unification. Bulgaria (the Regional District of Plovdiv level of implementing programmes and It pops up in the life of our city at This move took away Plovdiv’s status surrounding the city, Pazardzhik, Haskovo, joint tourism activities. It is important crucial moments of change. as the Capital, but the cause of a unified Smolyan, and Kardzhali) with a total to attract visitors and develop long-term Bulgaria stood above the mere interests population of about 1.5 million people. strategies for the entire region, which is ‘Plovdiv Together’ wants to include what of the city and its leaders and paved the The first three districts are situated in the culturally inseparable from Plovdiv. is now separated in the city. ‘Plovdiv way for the Bulgaria we know today. Thracian Plain and the last two in the Together’ means a together of minorities Rhodope Mountains. The links between and majorities, of generations, of different Almost a century later, in 1943, the Plovdiv and the supporting region have been 5) Please confirm that you religious groups, an inclusion of people Metropolitan of Plovdiv (the Head of established over the centuries. Plovdiv was have the support of the with special needs, a re-unification the ecclesiastical region of Plovdiv, who the administrative, economic, and cultural local and/or regional of urban spaces with the needs of the later became Patriarch Cyril of the whole centre at the crossroads between these political authorities. citizens, a re-connection of our heritage Bulgarian Church) positioned himself firmly territories and at different times in its history, and contemporary culture, a together that on the railway tracks stopping the trains has been the capital (e.g. as the former The Municipal Foundation “Plovdiv makes the city a place where people like literally packed with Bulgarian Jews being capital of the Roman Province of Thrace 2019” was established on 27 September to live and feel a sense of ownership. deported to the death camps. Together, we and later of the Bulgarian State of Eastern 2011 with the official decision of the Bulgarians saved our Jews. 50,000 Bulgarian Rumelia). Plovdiv (with a current population City Council Plovdiv, with unanimous A recent event showed us that we have a citizens, mostly Jews but including also of over 347,000) owes its past glory to the political support, which guarantees long way to go to reach ‘Plovdiv Together’: Roma and members of other local minorities area and the surrounding towns, and they continuity in the pursuit of the purpose After Plovdiv 2019 expressed its support were rescued from death and despair. in turn, owed their prosperity to Plovdiv. and independence of the organisation’s for a Gay Film Festival and offered its We firmly believe that the similarities within activities from party and political interests. headquarters, a historical house in the us, be it in the different groups in Plovdiv The former, antique name of Thrace The support is unchanged in spite of the Old Town, as a venue for one of the film or the different cultures in Europe, are was “Europe” (see the Antique Greek political changes in the same year. presentations, the fans of the two local more and stronger than the differences. And geographers, e.g. Strabo) and from this A-league football clubs withdrew their the differences after all give our cultural area the name was given as a gift to the A financial commitment of 7,3 Mil Euro formerly expressed support for the Plovdiv and social life that flavour and spice that continent. It is now recognized as the cradle for the years 2014-2020 was given by candidacy. ‘Plovdiv Together’ is a motto makes it worth living... TOGETHER! of all Indo-European tribes and peoples, the the City Council on August 1st 2013. that we have chosen out of bare necessity. homeland of the first European culture in Even before this decision, the City Council I. Basic principles 12 / 13 confirmed its unconditional commitment to focus on culture as a key element of MUNICIPAL COUNCIL PLOVDIV RESOLUTION No 276 to the city’s candidacy by voting on a Plovdiv’s long-term development. ADOPTED WITH PROTOCOL No 12 of 01.08.2013 declaration with a full majority. In this This has been made obvious in the declaration it is pointed out that the local Management Programme 2011-2015 by REGARDING: Providing funding for cultural events, authority is planning to work after 2019 in Plovdiv Municipality where it is stated marketing and advertisement activities for the period 2014 – 2020, in case that the City of Plovdiv is chosen for 2019 the direction of supporting the development that one of the objectives and priorities is European Capital of Culture. of culture in the city and the region and the to support the bid for European Capital of unification of the creative energy of local, Culture and that the candidacy in turn, is key UNDER PROPOSAL BY: Stefan Stoyanov, Deputy Mayor national and European cultural operators. in the further cultural development of the city. of Plovdiv Municipality. The aim is to emphasize and strengthen the In the charter of the Foundation Plovdiv Based on Art. 17, Par. 1, It. 5, Art. 20, Par. 1, and Art. 21, common aspects of European cultures and 2019, laid down on 14 July 2011, the City Par. 1, It. 23 and Par. 2 of the Local Government and Administration Act, considering the factual grounds stated the more adequate sharing and recognition Council even defined the development of the in Proposal No 13XI-314 of 25.07.2013, the Municipal of cultural diversity on the continent. new long term Cultural Strategy as one of Council Plovdiv, hereby the tasks to be carried out by the Foundation Since 2012 Plovdiv’s candidacy for – foreseeing that the candidacy for Plovdiv DECIDED In case that the City of Plovdiv is chosen for 2019 European European Capital of Culture has been 2019 and the Cultural Strategy will be best Capital of Culture, in addition to the annual culture budget supported by the 17 municipalities in aligned if in the hands of the same institution. of Plovdiv Municipality, the Municipal Council – Plovdiv the Regional District Plovdiv, of which The new Cultural Strategy is going to be guarantees additional funding of the culture program, marketing and advertisement activities for the period 2014 our city is the administrative centre. The presented at the end of the year. – 2020 in the amount of BGN 14,278,000 (EUR 7.3 candidacy is also supported by the other The leading themes that are being outlined million), that will be spent as follows (figures in BGN): four Regional Districts constituting the in the new Cultural Strategy integrate the South-Central Region in Bulgaria. The concept of ‘Plovdiv Together’ and formulate signed declarations do not only show a great deal of intersecting themes with the institutional support, the municipalities and European Capital of Culture Candidacy, the cultural operators from the whole region e.g. Creative City, Slow City, Human will submit their project proposals to be development, together (as an expression included in the programme for 2019. In the of better integration between different signed documents a priority is given to the groups and communities), the fusion of preservation of cultural and natural heritage, old & new – tradition & innovation. as well as to the development of tourism and The execution of the Resolution is assigned to the Mayor of culture in the strategic development plans of The Cultural Strategy foresees Plovdiv Municipality and the control of the earmarking and disbursement of funds will be performed by the Budget and the South-Central region. The main purpose four main development areas: Finances Standing Committee with Municipal Council is the realization of cultural exchange, the 1.) Cultural tourism Plovdiv. decentralization of cultural life, as well 2.) Cultural education as the involvement of new audiences. 3.) Creative industries GROUNDS: This Resolution is adopted based on Art. 17, Par. 1, It. 5, Art. 20, Par. 1, and Art. 21, Par. 1, It. 23 and 4.) Local/regional cultural identity Par. 2 of the Local Government and Administration Act. Whereas in October this year Plovdiv will submit 6) How does the event They are significant for a large number of application documents for the city candidacy as 2019 European Capital of Culture. As of the moment of fit into the long-term the cultural participants from the public submission of the City of Plovdiv application form it is cultural development and private sectors and have therefore the necessary to financially guarantee the implementation of the of the city and, where potential to bring material and immaterial special program of cultural events and civil initiatives, and resources together for joint projects. the respective communication and advertisement strategy, appropriate, of the region? thus securing the initiative popularity and attraction of tourists. • “Cultural tourism” stands for the strong The European Capital of Culture event outside orientation, which could be the Council members: 51 / Attending the vote: 44 / Votes in favour: 43 / Abstentions: 1 and the city’s strategic moves for culture second field of development. Cultural are closely inter-connected. In the tourism needs committed and connected Signature and round seal of the Chairman of Municipal strategic documents of the city, the event citizens and the counterbalancing Council, Plovdiv is embedded as an important step and force of cultural education. Arch. Ilko Nikolov driving force within a serious ambition I. Basic principles 14 / 15

• “Cultural education” stands in this largely enclosed in the ECoC goals of the independent cultural scene, and Plovdiv vital improvements, from better marketing case for a strong inside orientation presenting new cultural products, enhancing University and the citizens, encouraging in international contexts, to new tourist of cultural policy and the questions the profile and position of festivals and their active participation – the latter being, products, and down to improvement and of how to involve the inhabitants cultural operators, positioning the city as stated above, one of the basic factors to the creation of infrastructure and skills. of Plovdiv in cultural reception and as a brand, and improving financing develop a cultural identity of the citizens and production. This is fundamental capacities in the field of fundraising. consequently successful cultural tourism. for building a strong identity and 7) To what extent do connection to the city – especially in The goals for “local/regional cultural The municipality intends to develop a cultural you plan to forge links these days of big global changes. identity” are reflected in the ECoC bid neighbourhood in the central area of the with the other city to through a focus on the vitalization of city – the so-called “Trap”: a territory rich be nominated European • “Cultural industries” will be another the Old Town, involving the art schools in little streets with small handicraft shops, Capital of Culture? In case leading key development area in of the Old Town as places for culture, galleries, cafes and houses with distinctive the cultural sector (how to become improving the landscape architecture, architecture. The area will be closed to your city gets the title, the centre for cultural industries in and attracting new audiences and new traffic and will be developed into a creative do you plan to cooperate Bulgaria?), next to the role of culture inhabitants / keeping the young. industries hub. Designers from Europe and with the other bidding in the city’s general development. Bulgaria will be attracted to Plovdiv to form cities in your country which On the level of the strategic goal of a designers’ cluster by being offered attractive have been pre-selected? • “Local/regional cultural identity” stands Europeanization and internationalization of living and working conditions such as cheap for goals like defining the identities of the city, the title can act as a decisive step apartments and offices. The aim is to connect Plovdiv hosted a Round table about The Plovdiv and their manifestations in for towards proactively creating European and designers with companies in the region (both Future of Historic Cities for both the example, infrastructure, tangible and international networks (like the Historic domestic and international) which have Italian and Bulgarian candidate cities on intangible cultural heritage; the ethnic cities network with Italian and Bulgarian well-developed businesses but lack good 19 June 2013 in order to make personal and religious minorities and their specific cities, ‘Creative Cities’, ‘Slow Cities’) or design. The ECoC year will constitute a huge contacts between the candidate cities and culture, and consequently to adapt the strengthening bonds to existing networks driving force and synergies for this kind of agree on cooperation. The main topics of different cultural events to the different (like ASSITEJ, MitOst, ATLANTIS, Twin long-term cultural and urban development. the conference covered innovative and audiences – ethnicities, religious Cities) which are vital to the cultural contemporary cultural and social trends in groups, and people with special needs. and economic life of the city as well The city’s aim to improve and create a the Historic cities’ sustainable development as to the successful beyond-local and healthy urban environment is reflected in the until and beyond 2019-2020. The theme With the European Capital of Culture beyond-national aims of the ECoC. Plovdiv 2019 programme platform RELAX, of ‘the contemporary’ in ancient cities is concept Plovdiv 2019 bid putting the with projects on health, environment and the equally relevant to Plovdiv as it is for most principles of the cultural strategy into action, The Plovdiv 2019 bid is actually affecting ‘slow movement’. The city’s membership of our fellow Italian candidate cities. the event is clearly an important stepping- our agenda for the future cultural and in the European environment network stone in the long-term cultural development green policy, as well as the education EuroNatur shows that the focus on healthy We negotiated joint projects with Italian of the city. For example: policy and the policy for SMEs (Small living and environmental sustainability is a candidates like Siena, Bergamo and and medium enterprises) in the creative focus of both the city’s and the ECoC’s. Ravenna, some of which will be executed The goals for “cultural tourism” are sector – the candidacy has proved to In 2011 the City of Plovdiv reinstated even before 2019. For example Bulgarian embedded in the revitalization of raise the level of ambition and to set Tourism as one of the priorities in its and Italian mosaic artists will cooperate cultural heritage and the neglected higher aims in all these fields, to open long-term development. The strategies in an International Contemporary Mosaics urban spaces, capacity building up the perspective towards Europe. include capacity building for operators and Festival in Ravenna, also including and opportunity management. facilities, and the build-up of an effective exchange of know-how in the field of One of the contributions that Plovdiv 2019 network initiated by the municipality mosaics recovery. In Plovdiv there will be The goals for “cultural education” are can make to the strategic goals that are being combining sectoral tourism associations and a huge opera performance featuring nearly embedded in the ECoC themes of better developed in the future Cultural Strategy operators to achieve a high-quality range 100 children from different minorities social inclusion for marginalized groups, (better coordination, pooling of funding, of services and develop a joint marketing who will attend a special workshop for a improved access to culture for all citizens, elimination of competition between cultural and advertising strategy – to which the joint project with Bergamo. Educational citizen involvement in cultural activities, initiatives, strengthening joint projects) ECoC communication will be closely and research projects are also being better integration of young people’s is to establish an unprecedented strong connected. In the development of new target discussed with our partners from Siena. initiatives, and an independent art scene. cooperation and communication between groups, the title – if awarded – will play a the Foundation, the Municipality, public significant role. The European Capital of With the round table we also aim at installing The goals for “creative industries” are and cultural institutions, the established and Culture candidacy is already triggering some a permanent European city network where I. Basic principles 16 / 17 learning and best practice can be shared adult education (Grundtvig programme), first one that took place in 1885. This Moreover we will also concentrate on our between Bulgarian and Italian cities, activities for schools from pre-primary time it will happen not on a political neighbours beyond the Bulgarian borders. gradually expanding to include other to upper secondary or equivalent but on a cultural level. We will offer to Plovdiv’s geo-strategic position at the countries as well. The forum was organized (Comenius programme), institutions the different cities a real possibility to crossroads of the Balkans is a great chance with the cooperation of Italian citizens and activities to promote European present their strongest cultural projects for the town to act as a strong agent for and businesspeople who live in Plovdiv. integration (Jean Monnet programme). developed for the bid in Plovdiv in 2019. changing the view of the Balkan region from a historically and ethnically conflict- On a concrete level, sharing a part of Bulgaria and Italy shared a similar history notorious one to a culturally diverse and the activities with the Italian Capital during the Unification Period, and here we 8) Explain how the event shared one. With our cooperations we want of Culture and other European cultures can exchange knowledge and experience could fulfil the criteria to counterbalance a disturbing tendency: will focus on priority fields such as: with Bergamo. Another peculiarity of Italy listed below. Please the financial resources, coming from big and the region of Plovdiv is connected with substantiate your answer Western European funds traditionally Innovative joint programmes with the the unique geo-strategic location between for each of the criteria. flow from the West to the East, which Universities and Academy of Fine Arts in the three continents – Europe, Africa and has naturally inhibited the collaborational Plovdiv in the field of contemporary art Asia. This is a perfect prerequisite for a As regards “The European capacities within the Balkan countries. This and science (incl. the food industry) will closer study of the different ethnicities Dimension”, how does the confronts our countries with the curious be developed with Perugia according to and religious denominations that share life city intend to contribute to situation that partnerships and networks the agreement signed at the round table and territory. Plovdiv is looking forward the following objectives: are much more likely to be developed on 19 June 2013. The emphasis is on the to planning on-going meetings with with partners from Western Europe, rather wide range of initiatives in the fields of Matera, Bergamo and Palermo in youth a) to strengthen than with our Balkan neighbours. science, arts, digital technologies and and sports activities, digital technologies, Cooperation will include the music festival higher education, as well as research and as well as within research programmes on cooperation between the Plovdiv Calling Balkan Music, but also focus exchange related to the ancient Etruscan multiculturalism in the Historic Cities. cultural operators, artists on our common multi-ethnic and minority and Thracian cultures. Furthermore, and cities of your country issues, residencies and involvement in our Further options for cooperation are e.g. Plovdiv will join Perugia and the and other Member States, activities by musicians, actors, performance staff exchange and the possibility for municipalities in the Umbrian region to artists, writers, poetry slammers, bloggers, young people from Plovdiv and Italy to in all cultural sectors; develop comprehensive European social painters, photographers, sculptors, video share experience working together e.g. programmes within the ELCN (European artists, and film-makers. In the context of as interns for the parallel ECoC. This We will include partners, artists, producers Local Communities Network). our project-cluster about contemporary cooperation will create conditions for and cultural operators from other cities art including the creative industries, the sustainable development through long-lasting and other countries into all our activities Our motto ‘Plovdiv Together’ has a very development of local economy solutions partnerships between the cultural institutions, and projects, since even when we focus close relation to some of the social projects in the Roma quarters, and the project creative artists and programmes of Plovdiv on local themes, they will always be of Ravenna. On 19 June 2013 during the Handmade Day we would also like to and Italy in the two main areas of the project enlivened by the diversity of contributions discussions at the Bulgarian-Italian meeting, connect on the level of small fashion, ‘European Capital of Culture’, “European from outside the city and country. Plovdiv and Ravenna agreed on projects arts & crafts and architecture enterprises, dimension” and “City and Citizens” – with and direct cooperation between the art and which often offer interesting new products special focus on creating networks between For cooperation we focus on our partners cultural institutions of the two cities in the but have few possibilities to connect with Bulgarian and Italian non-governmental, within Bulgaria first. Traditionally Bulgaria areas of literature, performing arts, fine arts, markets outside their local context. youth and creative organisations for has been a centralized country and culture music and traditional culture, archaeology, Along with the above-mentioned aims, future exchange in the fields of education has been mainly focussed in Sofia. The museum management, restoration of connections with cultural operators and culture beyond 2019/2020. network of candidate cities in Bulgaria cultural heritage, and the promotion of from non-EU-member states like Serbia, With the Italian fellow ECoC and the will be an ideal starting point to initiate architecture and contemporary art. Other Macedonia, Russia, Moldova, Turkey and Italian-Bulgarian chamber of commerce cooperation between our cultural operators important areas of future collaboration Georgia are also of interest to us and a part in Plovdiv we will cooperate on and artists – especially on the basis of will support the education and learning of our EU Eastern partnership strategy. fundraising, incl. developing project what the cities are planning for 2019. At activities and European programmes clusters and sponsorship agreements with this point our neighbours in Bulgaria will supporting the exchange of students in Plovdiv wants to tie in more to European the Italian businesses in our region. already be aligned in their endeavours to the field of higher education, as well as strengthen cooperation. Should Plovdiv be networks – on an institutional level as well cooperation between universities (Erasmus If Plovdiv wins the title, we will go for distinguished with the title, the work that as on the personal level of cultural operators programme), vocational education and a second Re-Unification with the other the other candidates have done will be a and artists being in direct contact with each training (Leonardo da Vinci programme), Bulgarian candidate cities after the fruitful basis for cooperation between us. other. Our programme offers a wide range The “Suvremennik” chitalishte in one of Plovdiv’s neighbourhoods with its public eco-library

I. Basic principles 18 / 19

audiences, establishing new partnerships, clarinettists and accordionists, and their uniting artists, professionals and amateurs, performances are frequently accompanied resulting in social change and creating by kyuchek, the Turkish belly dance. a cultural brand for the region. of possibilities to link into existing networks (I LIKE) Fest in Plovdiv, which synchronizes c) to bring the common of our Plovdivian and Bulgarian cultural and harmonizes the speeds of the city CHITALISHTA – the Bulgarian model of decentralized cultural infrastructure aspects of European institutions and NGOs. Next to the more and its citizens by providing more space cultures to the fore? traditional art forms strongly represented in for street art and dance, workshops and The Chitalishta (community culture centres) young Bulgarian music bands. Building of the 19th and early 20th century during the programme, we are especially interested The city intends to contribute to bringing on this festival and expanding the Ayliak the occupation by the Ottomans had a in working on themes like historical and the common aspects of European cultures concept for the European Capital of Culture crucial role in preserving and developing contemporary issues in urban spaces (for to the fore by tackling or celebrating the example with the Italian candidate cities), programme is the Slow City Fest. Bulgarian culture and language and thus made the Bulgarian National Revival following issues which Plovdiv shares but also on architecture, urban development, with other European cities or societies: business, ecology, and tourism. Sharing the beauty of rose fragrance possible. More than 35 Chitalishta still About 60 km north of Plovdiv is exist in Plovdiv. These typical Bulgarian the Valley of Roses famous for centres usually have libraries, hobby clubs The Alphabetic connection b) to highlight the For the first time in the history of the richness of cultural its rose-growing industry. (workshops for knitting or singing for Roses have been cultivated there for example), music, and dance and literature European Capital of Culture initiative, a diversity in Europe; centuries, and produce 2/3 of the world’s rose clubs. Today, the significance of these city using the Cyrillic alphabet (azbuka) oil. The reason for this can be found in the Chitalishta is decreasing, mostly due to a will be designated with the title. The letters The richness of cultural diversity in Plovdiv high quality of the Bulgarian Kazanluk Rose lack of funding. The city intends to develop were developed in the First Bulgarian is highlighted in its buildings, monuments (Kazanlushka roza), a special variety of specific Chitalishta projects, because Empire during the 9th century AD. On and traditions from over 8,000 years of rose that has been developed in our country. they are the main hubs for cultural and 11 May 1851, the two saints Cyril and European culture: the ancient theatres The rose oil is called “the liquid gold” of educational life in these neighbourhoods. Methodius, who invented the alphabet, and archaeological spaces of Thracian, Bulgaria and in fact rose oil is three times The Bulgarian Chitalishta are unique were celebrated in Plovdiv for the first time. Greek, Roman, Byzantine and Ottoman more expensive than gold. From 3,000 kg cultural institutions in Europe and strengthen Since then this day has been celebrated as culture, the churches and prayer houses of of roses only one Kilogram of rose oil can the process of decentralization of culture our most prominent expression of national Christian-orthodox, Muslim, Jewish and be extracted. An annual Rose Festival is – which is necessary for our city. identity and reflects the Bulgarian admiration other religions, a more recent communist held in the towns of Kazanluk, Karlovo and for Education, Science and Culture. Pope and now a contemporary architecture Sopot with the election of a Rose Queen, The harmony in asymmetrical rhythms John Paul II declared the brothers “patrons and Bulgarian-European lifestyle. the harvesting ritual in the rose gardens and Bulgarian folk music is famous for its of Europe”. Now the 11th (sometimes the a parade along the streets of the town. “asymmetrical” rhythms, where the musical 24th) of May is celebrated in many countries Ayliak – the Culture of Slowness time is not split in even beats. Other than – Russia, Ukraine, Belarus, Macedonia, Plovdiv is famous in Bulgaria for Ayliak Red Hot (Chili) Peppers in Bulgarian music, such asymmetrical Serbia, Montenegro, the Czech Republic (Айляк). It is a common slang word, The Pepper, Tomato, Traditional Foods and rhythms exist only in the traditional and Slovakia. In fact around 250 million used and loved by all Plovdivians (from Crafts Fest in Kurtovo Konare (35 km from music of some Scandinavian countries. people use the Cyrillic alphabet. Cyrilizia different ages and cultures). Ayliak is a Plovdiv) reflects the laid-back lifestyle and Brilliant in their originality are the “КИРИЛИЦА” will be a co-production cross- state of mind, state of freedom, easiness how much people of the Region care about Evmolpeya Choir and Trakia Folklore border project, connecting different countries, and calmness. This attitude towards life is good food and good music. The village Ensemble who act as ambassadors using and celebrating the Cyrillic alphabet. a typical feature of Plovdiv and its citizens. cultivates a very rare, special type of red for Plovdiv around the world. We are proud to have retained the Of course it doesn’t mean that Plovdiv is a pepper. The product of the special peppers – The Plovdiv region is also famous for traditions of our language and culture slow city with lazy inhabitants, it just seems lyutenitsa, a special sauce – is already being another music genre – a mixture between beyond the Ottoman occupation. that people here haven’t lost their ability patented, and people from Kurtovo Konare Gypsy and Turkish instrumental music and to enjoy life and beauty, walking slowly are officially part of the International Slow jazz interpretations – the Gypsy Wedding Minorities, mixed ethnicities and Roma along the main street, despite the stress of Food Movement. The festival has taken Music Formations – rooted in the culture Plovdiv, like many other cities in Europe, daily life. Plovdiv could be a city-showcase place annually since 2009 with the help of Bulgarian minorities. The wedding is a multi-ethnic, multi-religious city and for slow and harmonious existence versus of the European Regional Development orchestras consist predominantly of (as they has had experience of dealing with this the fast culture, the hectic and stressed Fund. It is evolving from a local into a call themselves) Roma and Turkish-Muslim diversity for many centuries. Migration lifestyle of the large European cities. regional event using new technologies and minorities. This music features simple has caused European cities and their Since 2010 there has been an Ayliak digital information channels, attracting new lyrics, and is usually played by talented cultures to become more mixed and we I. Basic principles 20 / 21 are eager to share and exchange best since it already now induces everyone who and architecture (like the Tobacco City) and participation are principles, which the practice, experience and projects in this gets involved, whether it is politicians, or those projects with a focus on special citizens in Plovdiv have not had the chance to area, with other European cities. civil servants, teachers, artists, citizens, themes like the Roma culture. practice so much in the past, so the Plovdiv Roma and Sinti are ethnic groups present in cultural operators or businesses to look We will strive to attract the more generally 2019 programme can represent a breakthrough many European countries and it is not an easy further than their immediate local context, interested cultural audience with projects for more active citizen engagement and set task to reconcile their needs and lifestyles to question their own or their institution’s like the Contemporary Art Biennale and new standards for the following years. with that of the majority of the European relationship and attitude towards Europe. At visual arts projects like Digital Age, population. A specific phenomenon of Plovdiv the very least it will create raised awareness both featuring well-known artists who The citizens of the city but also of the villages is that a part of the members of the Roma for Europe in people who communicate attract an international audience. and municipalities around Plovdiv which population here consider themselves to be about the European Capital of Culture. Jazz lovers will be invited to explore the are included in the bid will be involved in Turkish and are Muslims. Plovdiv is looking Bulgarian Jazz scene as well as internationally revitalizing the typical Bulgarian institution of forward to connecting its efforts to integrate The city’s links to Europe will be strengthened renowned musicians including Grammy the Chitalishta (community centres). Under these groups into the wider community, with by initiating projects for young people award winners, and many other exceptional the guidance of artists, designers and socio- other cities in Europe and to contribute to and thus building a foundation for a future talents at the Plovdiv Jazz Nights, which cultural institutions the population living the general discourse on a European level. stable connection to Europe – since the will take on a special format in 2019. around the 35 Chitalishta will be invited to Further common aspects of European experiences, the level of capacity and the For lovers of classical music we will re-create the centres and fill them with new culture that we could propose are e.g. the level of mobility of the young people will present the many Bulgarian artists who life according to their own needs and ideas. Thracian, Greek and Roman heritage; the rise and draw them even closer to Europe. are often internationally acclaimed but aspects related to post-communist societies not perceived as Bulgarian artists, like The project-cluster RegionalE is a platform in Eastern Europe; and the issues around The city of Plovdiv sees the engagement in mezzo-soprano Vesselina Kazarova. to make artistic and community activities European cities between ancient heritage the event as an investment in strengthening in the included region visible and create a and contemporary urban development. the city’s links to Europe and makes a strong A great challenge will be to create an attractive special programme for the regional festivals. commitment to ensure that the European programme that encourages visitors to come Traditionally, people living in rural areas Dimension will be a solid basis for the event. to the city, especially from European countries participate avidly in the organisation of these d) Can you specify how in which most people have never heard of festivals, like the Tomato & Pepper Festival this event could help Plovdiv before. So next to artistic excellence or the Rose Festival. For the new Rhodope to strengthen the city‘s 9) Explain how the event and a strong international dimension of Fairy Tales Festival (which will be started in links with Europe? could meet the criteria specific projects we have to focus especially 2019) villagers of the Rhodope Mountains listed below. Please on communication, marketing and tourism will compile an archive of songs, legends, The European added value of our project strategies to create travel incentives on stories and fairy-tales, which are in danger of lies in connecting Plovdivian and European substantiate your answer the one hand – and on the other hand to being forgotten soon. French and Bulgarian cultural operators, artists, students, and for each of the criteria. attract foreign travellers who come for other artists will develop forms of orally recounting citizens, strengthening existing European As regards “City and international and European events, which are these stories in the villages and create a networks and fostering new ones, getting Citizens”, how does the city often hosted in Plovdiv like rowing, chess, fairy tale route that visitors can follow. involved in European discourse and intend to ensure that the and other sports events and trade fairs. Participation of children will be a part contributing to solving pan-European issues. programme for the event The motivation for this is already high for a b) encourages the of almost every project in the cluster city that tries to strategize culture and sees participation of artists, edYOUcate, for example in Children City a clear necessity for internationalization a) attracts the interest stakeholders in the socio- on Youth Hill. In the Children City that we – but the event of European Capital of of the population at will build with children on the highest hill cultural scene and the in Plovdiv, the kids themselves (age 7-12) Culture would be a key element in breaking European level; inhabitants of the city, its these ambitions and strategies down, to will form their own governance structure, make them concrete and participatory for The programme for Plovdiv 2019 will aim at surroundings and the area elect a mayor and create their own currency. the citizens. Moreover the event is a key broad local and European audiences. We want involved in the programme. motivator for the city to raise the level of to attract cultural experts and artists, but also For the project Art Residencies in Schools ambition and drive the development of the wider public, local visitors and tourists The programme includes many projects and Universities, children will have the chance to work with professional, the city from a European perspective. from all over Europe, the young and the young that put a strong emphasis on participation, even famous artists and choose the The European Capital of Culture is an at heart, general and specialist audiences. because the motto ‘Plovdiv Together’ also art form they want to learn about. event that would help to strengthen the Special interest groups will be addressed by means to create the European Capital of An example for the involvement of artists city’s links with Europe almost “by force” projects focussing on urban development Culture programme Together. Involvement I. Basic principles 22 / 23 is the project-cluster around the Roma mentioned cultural practices as they will European partners and fostering ‘out of with regard to young artists and their theme where local artists, artists from the be implemented during the preparatory the box’ thinking for artists, producers, possibilities to explore new markets abroad). Roma community in Plovdiv, other cities years and also the year of the event. tourist and cultural operators. and countries, stakeholders of the socio- In order to tackle the minority issues and cultural scene (including NGOs) and Roma A cornerstone of the sustainability to foster more exchange between the ethnic residents will be involved in developing of the programme in the long-term 10) How does the city minorities and the other population groups the Mobile Education Centres, the social is the encouragement that it will plan to get involved in who live in Plovdiv and to connect with design project for both an innovative local provide for various institutions: or create synergies with other European countries we have developed economy and the Community HUB. • the business sector, the cultural activities projects such as the Мobile Education Centres • non-governmental organisations, supported by the in Stolipinovo, The Community Hub, Balkan The project cluster Urban Dreams will see • artists Fair, Backyards stories, Plovdiv calling active artists’ participation for example in • and the educational system European institutions? Balkan Music and Turbo Cultures. They can the development of workshops, exhibitions to communicate, cooperate and create be implemented by using the support from the and interventions in the decaying tobacco sustainable partnerships. This guarantees an There is vast expertise on EU funding in European Social Fund (ESF), the PROGRESS warehouses and for the creation of the increase in the potential for collaboration the municipal department of European Programme, the Creative Europe Programme, project Hotel Together, where disused hotels between these structures, as well as helping to Policies and Cooperation. The department and the Youth in Action Programme. and hotel sections will be transformed into foster local networks. Our aim is to stimulate is dealing exclusively with the preparation artistic spaces by painters, writers, actors, the united participation of various city and the management of projects financially Within the ESF there are special micro- directors and producers of radio plays. departments in more community projects in supported by European institutions. Since financing funds (The European Progress The project ADATA Unlimited Art Island order to initiate a learning process in citizens, 2003, when this department was created, Microfinance Facility) which are not will involve ecologists, botanists, landscape- politicians, businesses and civil servants it has developed more than 300 projects available directly to entrepreneurs but architects and designers in creating temporary about the relevance of culture – not only financed by European institutions. Members to selected micro-finance providers – in settlements for resident artists to live in for from the past, but for the present and future. of the team Plovdiv 2019, the EPC- Bulgaria specifically to JOB MFI and 3-6 months and create art works for the island. department and the culture department Mikrofond AD – which are potential For Plovdiv 2019 a very important task is meet on a weekly basis to keep each other funding partners for our activities in the c) is sustainable and an preparing sustainable structures that can carry updated on various opportunities for funding Roma quarters, specifically for the part integral part of the long- a project of this size. This will include those from the European institutions. Until 2013 ‘Innovation: Local Economy’ in the project traditionally working for the socio-cultural the implemented projects received funding cluster Mahala - The Neighbourhood. term cultural and social environment of the city (Cultural department mainly from the Education, Audiovisual development of the city? of the Municipality Plovdiv, Foundation and Culture Executive Agency (Education The Environment Action Programme for the Plovdiv 2019) but also the many private and Training Programme, Youth in Action EU, newly proposed by the DG Environment The programme of Plovdiv 2019 is being non-profit and for-profit organisations or Programme, Culture Programme, Europe for called “Living well, within the limits of our developed alongside the new cultural strategy groups that exist in Plovdiv, but are not well Citizens Programme, Media Programme), planet” is a potential source of funding for of the city, which will be presented at the end tied into an overall strategy yet. Investments while after 2014 we will concentrate on some of the projects in the project-cluster of this year. The cultural strategy has been in developing the competence of not only the new 2014-2020 programme period Ayliak City which deals with Slow Living initiated by the municipal Foundation Plovdiv cultural managers, artists and producers, that includes the Creative Europe and sustainable environmental activities. 2019 as a part of its long-term mission. After but also cultural tourism operators – in the expiry of the previous strategic period our short: capacity building – is key to the new Programme, the Erasmus for All Programme, Working with the Italian and Bulgarian efforts in the current document are aiming at: Cultural strategy and in our efforts for the and the Europe for Citizens Programme. candidate cities we can make use of the • Fostering citizen ownership in cultural preparation of the programme Plovdiv 2019. The project-clusters edYOUcate and Europe for Citizens Programme especially processes and creating identity; Animate the City, and also projects from when dealing with projects about identity and • Providing more transparent funding Plovdiv 2019 has already started this EUrhythmica and others are mainly aimed citizenship, youth and staff exchanges and and better distribution of funding, process with the financing of projects at young people and at involving them in the different viewpoints of our countries on including NGOs and projects focusing on citizen involvement and long-term projects that will make the city certain themes, like the approach to Historic of the free culture scene; European partnerships in order to raise more attractive and encourage them not Cities and their contemporary implications. • Facilitating better cultural education awareness and practice levels, in order to leave. To support these projects, our and enhancing cultural tourism. to strengthen the cultural management team is prepared to apply for funding to Plovdiv 2019 also plans to connect with local For all these efforts the European Capital skills, the project development capacity of the Education, Training, Youth and Sport cultural partners, organisations and NGOs, of Culture will be a testing ground the non-governmental sector in Plovdiv, Programme, Erasmus for All Programme working with European institutions and their and a learning field for the above- the individual ability of networking with and Creative Europe Programme (especially partners from different European countries. I. Basic principles 24 / 25 Are some parts of different fields of sports, dances, martial people and how to make it easier for them traditions is another important priority in our 11) arts and also sports competitions between to participate and get involved. For this programme for 2019. A project of this type the programme designed different schools and different universities. target group we have prepared chess and is Plovdiv Calling Balkan Music, which is for particular target groups backgammon open air competitions, hand a festival mainly for gypsy Balkan music. (young people, minorities, Elderly people in Bulgaria are in a socially wrestling and the projects ART E.R. and etc.)? Specify the relevant unfavourable and disadvantaged position, Arousing the Senses while Mobile Art Lab In order to foster togetherness and proximity parts of the programme having not enough social privileges, with for Children is a project which is mainly between different social groups we have planned for the event. very low incomes, living on the edge of targeted at children with specific needs. created the project cluster Animate the survival. We will try to provide a change to Practically all events in our programme City. It includes projects for children, what are sometimes monotonous everyday will be planned and implemented elderly people, disabled people, poor We have built and organized each project- lives and share with them a number of fresh in a way to facilitate the access and people, and ethnic minorities. For each cluster in our programme so that in 2019 and exciting projects, thus giving them participation of people with disabilities. target group there will be specific training there will be projects for each specific the sparkle they need to feel noticed and programmes, workshops, seminars, aiming target group – children and youngsters, involved in social life. Dance evenings and Another target group which is very to promote health and sports culture and a elderly people, people with disabilities sports events for elderly people is one of important to us and which includes a healthy lifestyle among the population. and disadvantaged people, and minorities. the projects which is designed to rejuvenate high percentage of residents is the group Moreover, most events in the programme the spirit of each person who is advanced of poor people. Art Patronage is a social will provide free entrance for these groups. in years. Another project targeted at seniors project directed at disadvantaged people 12) What contacts Projects for children and youngsters are as well as at people with disabilities is the from different social groups. It is based has the city or the body very important in order to show them project ART E.R. (ART Emergency Room) on artistic interventions in aid of poor responsible for preparing new and challenging ways of expressing which is planned to take place in hospitals, people, aiming to foster communication the event established, themselves and their inner potential. Some old people’s homes and houses for people and dialogue with them, inviting them to children, apt to social isolation, need special with mental and physical disabilities, share their life stories, and to positively or what contacts does it attention. For them we have designed special where the artists will not only show art influence their self-esteem related to social intend to establish, with: projects with an incentive effect, which performances but will also actively involve status, and enhance their overall well-being. can help them socialize and overcome their the people, sharing with them ideas and - cultural operators introversion. Such a project is Children City experiences and encouraging and assisting We are aware of the problems we need in the city? on The Youth Hill, where kids will have them to participate in the programme. to solve regarding social exclusion of the power to experiment with various crafts minority groups, especially Roma, in the The Plovdiv 2019 Foundation is closely and occupations and to govern a whole We deeply value our rituals and traditions city. Our aim is to encourage them to connected to and working together with city. Another amusing place for children and we are willing to pass them on in an share their traditions and cultures as well the cultural operators of Plovdiv Drama is called the Park of Adventures, which innovative way from older to younger as to facilitate integration processes. Theatre, the State Puppet Theatre Plovdiv, will be an attraction both for kids and their generations. For this reason part of our Backyard Stories is a large-scale project, the State Opera Plovdiv, the “Ancient parents, a place where the whole family can projects for 2019 are inspired by our folklore showing the rich cultural diversity of the city Plovdiv” Municipal Institute, the Ivan Vazov have fun, relax and be involved in various traditions and will be implemented with the and aiming at bringing people from various Public Library, the Natural History Museum, sports, creative and recreation activities. active participation of elderly people. Such ethnicities and neighbourhoods together by the City Gallery of Fine Arts (Plovdiv) Children will also be actively involved projects are Rhodope Fairy-Tales, Village sharing their culture and traditions. Most and Plovdiv’s Centre for Contemporary in a series of scientific and educational of Gela – Bagpiping Contest, The Pepper of the problems in Roma communities Art, which is the only one in the country. projects such as Children’s Festival & Tomato Festival on traditional foods and arise from the high level of illiteracy. We Furthermore, we are in contact with the of Science, including science labs and crafts and many other projects from the will design special innovative educational Interartfest Association which organizes hands-on experiments. The projects Slow project clusters RegionalE and Ayliak City. programmes, adapted to meet the needs the International Theatre Festival “Stage on Science and Slow Education are adapted of the Roma. The project Mahala - The crossroads”, with the Open Arts Foundation to the needs of children, presenting People with disabilities in Bulgaria have the Neighbourhood is a programme designed (which e.g. organizes the Night of Museums models for alternative slow education. lowest social status in Europe. They need to to help capsulated minority groups in some and Galleries Plovdiv), with The Black In Artist Residence in Schools and receive more attention from society and to of the city’s neighbourhoods open up. Box Foundation that organizes a Chamber Universities artists and children/young be more involved in public activities, which Through the Community HUB we aim to Theatre and Dance Festival with many people will work and create together. For will help them feel active and independent. foster creative interactions between minority international participants, and innovative youngsters we have projects encouraging In the course of preparing our programme and other communities and facilitate their ways of interaction with the public, and with their activity and creativity, such as free for 2019, we are constantly considering participation in joint cultural activities. the Plovdiv Photographic Centre Foundation open-air practice and training sessions in the needs of physically disadvantaged Preserving and promoting Roma culture and which holds the International Festival of I. Basic principles 26 / 27

Photography. These and other institutions different countries. The festival has become Flower Festival in Smolyan, the Festival of and their political and cultural heritage. and NGOs will be our partners for projects the largest event in this field in Bulgaria. Wine and Grapes in Breztovitza Village, the Furthermore, we have established contacts like the EUrhythmica-cluster, the Art for Secrets of Grandma’s Drawers Art Festival with MitOst – the International Network for a Forgotten Future-cluster on the arts, and Very important to Plovdiv 2019 is the in the village of Yagodovo and there are Cultural Exchange and Active Citizenship on the cluster Culture meets People. process of involving the local networks many other cultural operators and activities as well as the embassies and the consulates of The Union of Plovdiv artists, the we would like to present as folkloristic and in Plovdiv, and the Honorary Consuls of In order to strengthen the cooperation with Association of Plovdiv Writers, the traditional cultural events of our region. France, Germany, Ukraine, Russia, and Italy. cultural operators and institutions and to Association of Plovdiv Translators, the Working within the framework of focus on the efforts of the creative sector in Association of Plovdiv Architects, the On a national level we have contacts with the the EU funded ‘Europe for citizens’ the joint preparations of the city’s candidacy Association of Plovdiv Photographers, Association of Festivals in Bulgaria; to the programme, Plovdiv became a partner in for European Capital of Culture, the Plovdiv the Association of Plovdiv actors, and National Cinema Centre which organizes the a joint European project of 12 European 2019 Foundation created a programme for private art galleries in Plovdiv. Festival of Bulgarian Documentary Cinema organisations: Atarfe City Council (Spain), funding, which supports projects’ realization and Animation Golden Rhyton, traditionally Eurocultura (Italy), Hellenic Regional in the directions Creative Plovdiv and In the business sector of the city and the held in Plovdiv; to the International Music Development (Greece), The Geminaire Europe-Plovdiv-Citizens in keeping with region, we cooperate with companies like Academy Orpheus that organizes concerts Group (Malta), Autokreacja Foundation the two main criteria for ECoC as outlined KCM AD, Rosa Impex, EVN, Techem, and master classes with talented children; (Poland), Maison de la Promotion Sociale by the European Commission. Throughout Onduline and many others, which not only and to the Foundation Musicartissimo (based (France), Instituto de Desenvolvimiento the candidacy period the foundation will sponsor individual festivals and events outside the city but implementing the festival Social (Portugal), University of Pitesti be permanently evaluating, funding and but also actively participate in organizing in Plovdiv) with its festival Music Days in (Romania), Betriebs Gmbh-Stadtjugendring promoting cultural and citizen’s projects them. Plovdiv Municipality has set up an Balabanov’s House in the Old Town with the Pforzheim (Germany), Municipality of with the help of experts from different award “Plovdiv” for sponsors and donators attendance of international participants and Plovdiv (Bulgaria), School of Technology areas such as education, architecture, and the aforementioned companies have guests. With the Sofia Foundation for Culture and Management of Lamego (Portugal) infrastructure and communications. received the award over the past years. and art we already negotiated a Plovdiv and SEEDS (United Kingdom). Some of these projects are expected to We also include amateur groups in our edition of their contemporary design festival. be developed with the participation of contacts. There are 25 amateur groups We intend to make contacts with Sofia The Plovdiv Academy of Music, Dance and European partners in their respective – for music, theatre and ballet – that Arsenal – Museum for Contemporary Art, Fine Arts (closely connected to us by its fields and they might be developed into the Plovdiv 2019 Foundation has good the Institute for Contemporary Art Bulgaria, vice-president who is the president of our projects for the programme of 2019. access to via Plovdiv Municipality the National Academy for Performing Board of Directors) is a part of the CEEPUS The Plovdiv 2019 Foundation has who funds their activities and lends and Media Arts, and many other cultural network - The Central European Exchange established contacts and co-operations methodological and logistical support. operators on the national level. This will also Programme for University Studies and has with the three art-schools and the Academy be facilitated by the network of cooperations signed contracts for student and teacher between the Bulgarian candidate cities. of Music, Dance and Fine Arts, and the - cultural operators exchanges with partner universities and colleges and universities in Plovdiv. colleges from Romania, Lithuania, Poland, Many of these institutions are involved based outside the city? - cultural operators based Italy, Greece, Austria, and Turkey. Most in co-operations all over Europe. For outside the country? of the universities in Plovdiv are actively example professors and students from the As we are supported by the region around participating in The Erasmus Programme. Plovdiv University are working together Plovdiv we are going to put a spotlight on The Plovdiv 2019 Foundation has established With the following international partners with the municipal Cultural Department the many festivals and celebrations of the contacts with the CIOFF - International there are already joint projects, for on the cultural mapping of the city, rural areas in our project cluster RegionlE Organisation of Folklore Festivals; with example: Austrian Musical Weeks, the initiated by Plovdiv 2019. Together and have made contacts with the cultural the Organisation of Folk Art (IOV); with Francophone Songs Competition Golden with the students’ councils of seven operators of the Bagpipe Playing Contest in the International Association of Chamber Key, the project Remarkable Traces – universities in Plovdiv we also have joint the village of Gela, the Wake up and Beglika Music Festivals; with the ATLANTIS Bulgaria, Indonesia Days in Plovdiv, Year initiatives, e.g. the Open Student Fest. environmental festivals in the Rhodope network HEICO building on an already of Russia in Bulgaria, Morocco Club mountains, the Rose Festival in Kazanlak, existing Atlantis Network of European (meetings of Bulgarian and Moroccan art), We have contacts with the three large Karlovo, Sopot, the Water festival (mineral art institutions. The project Heritage, days of Japanese culture (organized with publishing houses in the city – Hermes, springs and spa festival) in Hissar, the Sopot Identity and Communication in European the support of the Japanese embassy). Lettera and Janet 45 which take turns in Vuzduhariya Festival of Flying Objects, the Contemporary Art Practices (HEICO) fosters organizing the yearly festival “Plovdiv KUKOVE International Festival of Kukeri cross-border cultural exchange as well as Many of the local, regional and national is reading” with lots of foreign guests, and Masquerade in Rakovski, the Festival the examination of their own identity in partners have already established networks publishers, authors and readers from of Medieval Art Asenovgrad, the Wild addition to the identity of partner countries of European and international cooperation I. Basic principles 28 / 29 partners. Plovdiv 2019 will find ample Institute; the Vienna Club in Sofia; and the Plovdiv, the Sofia Arsenal – Museum aim is to ensure equal access for Roma opportunity to tap into this pool for the German-Bulgarian Centre for Meetings for Contemporary Art, Institute for and other minority groups to socio-cultural artistic programme. Some examples: of the Saxony-Anhalt Province. Contemporary Art Bulgaria, KW Institute life. An important project in this direction for Contemporary Art Berlin, Nuit Blanche is the forthcoming construction of a new The Drama Theatre Plovdiv is connected Name some operators Europe, The French Embassy in Bulgaria, cultural centre in Stolipinovo (the largest with the International Institute for with whom cooperation and the French Cultural Institute. Roma quarter in Plovdiv) together with Mediterranean Theatre network. The Puppet is envisaged and the Roma Community and the Roma Theatre Plovdiv is a part of the network of specify the type of On the cluster about European Music we Plovdiv Foundation, which will help the the International Puppet Festival, UNIMA exchanges in question. have or will establish contacts with the process of culture decentralization and – Union Internationale de la Marionnette Classic Music Festival in Balabanov’s will gradually increase the number of and of the ASSIETEJ network. The Art House Plovdiv, the Chamber Music Festival participants in cultural events, at the same For the cluster Mahala - The Neighbourhood Today Association in Plovdiv realizes large- Plovdiv, Sounds of The Ages – Rock time fostering young talents and creative we will work for example with the Roma scale international projects establishing a Festival (Plovdiv), Plovdiv Jazz Nights, artists from minority communities. Plovdiv Foundation, the Youth Roma Club solid net of partnerships with European and the Оpera Festival, the International Foundation, the Creative Factory Foundation international operators. For the last 10 years Folklore Festival Plovdiv, the London Preserving and promoting Roma culture and Plovdiv, and LEAD international. Art Today has been hosting an international Philharmonic, Wiener Symphoniker, the traditions is another important priority, as The cluster Urban Dreams on urban artistic residency programme. Some of the Royal Concertgebouw Amsterdam, Orchestre Roma culture is to a large extent unknown development and revitalization will see major partners and networks of the Art Philharmonique de Radio France, and to the rest of the residents of the city. For cooperations with the ATLANTIS network Today Association are The Robert Bosch the European Union Youth Orchestra. this reason, some of our future projects including the Heinrich Böll Foundation Foundation, the MITOST network, Werkleitz are being prepared in this direction. Brandenburg, Germany, Rohkunstbau – Centre for Media Art Halle/Germany, (Brandenburg, Germany), SPACE gallery ROTOR - Centre for Contemporary Art In what way is Businesses, even those with headquarters projects (Bratislava, Slovakia), KSA:K 13) (Graz), ICCA - International Centre for the proposed project in Plovdiv, often have their sponsorship Centre for contemporary art (Chisinau, Contemporary Art (Bucharest), The Ana and communication departments in Republic of Moldova), Art Box.gr (Athens), innovative? Lindt Foundation, Alliance Francaise Sofia and are little concerned with local GOEAIR Tbilisi, Georgia, Art & Culture (Plovdiv), KUDA - New Media Art Centre activities. Indeed, sponsorship so far Studies Laboratory (Yerevan, Armenia), and Innovation means different things in (Novi Sad, Serbia, Montenegro), FOURNOS has been far more focused on social also with the Old Town Association Plovdiv, different places. For us – as a city where - Centre for Digital Culture (Athens) welfare than on culture. We will change Tourism Plovdiv, the Open Arts Foundation, 10 people may have 11 different opinions this. An innovative approach is how we the Robert Bosch Foundation and others. and have a difficult time working together In addition most of the museums in Plovdiv – the project ECoC has turned into the will address and involve businesses and are part of the ICON network, coordinating entrepreneurs in our sponsorship concept. For the projects in the Ayliak cluster leading force, which is serving to forge significant international museum events we intend to cooperate with the Ayliak the togetherness that we need. This is like the International Museum Day. The Innovation to us means that we want to Festival, the Handmade Day Festival in fact innovative to our community. Ivan Vazov Public Library in Plovdiv attract new audiences through the ECoC Plovdiv, the Festival of Happiness, This togetherness is the state-of-the-art took part in the Europeana Network via a programme and change their status from potentially with the Credo Bonum achievement that can revive the sleeping project presenting the cultural and historical passive spectators into active participants. Foundation Sofia (for now associated potential of all our citizens – the potential heritage and also contemporary publishing This can only be achieved by eliminating with the Sofia candidacy), The World for generating new, original ideas. Working and they achieved this by converting it all forms of exclusion, by creating mutual Institute of Slowness, and the Research together, establishing contacts, dialogues into digital media. The Green Balkans initiatives and new cultural strategies and & Degrowth Organisation Barcelona. and cooperation – all this is an innovative Environmental Organisation is working way for Plovdiv and its residents to transforming them into generous fields closely with the International environmental For the cluster Art for a Forgotten Future, rehabilitate the cultural infrastructure for growing new ideas. This does not network CEE Web for Biodiversity (a dealing with contemporary art of all genres and improve the social life of the city. come naturally since we have decades of network of nature conservation NGOs from along with the operators mentioned in the communism behind us. Our goal is to light the Central and Eastern European region) section on our contacts within the city, we Recognizing culture as a basic instrument the sparkle of creativity in all citizens, and Plovdiv is a member of EuroNatur intend to contact the New Media Centre for achieving social proximity and awakening their passion for making new (The European Nature Heritage Fund). KUDA Serbia, V2 lab Rotterdam, The dialogue regarding minority groups in the culture, rather than simply watching. We Werkleitz centre for media art Germany, city, is an important step in dealing with are striving to originate new, up-to-date As a further step we intend to set up The New Media Centre Scotland, Plovdiv problems of integration. It is important cultural techniques, including and, where contacts with the Czech Cultural Centre; International Fair, the Biennales in Istanbul, and innovative for Bulgarians and Roma necessary, transforming the customary the Hungarian Cultural Centre; the Polish Venice, Bucharest, Berlin, Youth Voice to come together through culture. Our ones. Our aim is to unleash the hidden Innovation has different meanings. “War is over” - installation by Izabelle Krieg within the Contemporary Art Week 2011 in Plovdiv

I. Basic principles 30 / 31

The projects we are preparing will powerful concentration of events in make art and culture more accessible, the centre – and restore the broken creativity and the inner potential of various 14) a) If the city in bring culture not only into the centre, line between the central city area social groups. We want to encourage question is awarded the but into the areas where people live, and the adjoining outskirts. active, creative and joint projects, which, and aim at stimulating citizen’s activity for all Plovdivians, will be something new, title of European Capital as well as attracting new audiences. • The European Capital of Culture is a something exciting and challenging. of Culture, what would be chance to re-establish an old but often the medium- and long- • Many citizens, who are currently forgotten relationship between the seven Innovation is the way we can transform term effects of the event not connected to cultural life and hills of Plovdiv and the city. Two of the and breathe life into neglected areas from a social, cultural and activities (and our analyses indicate hills are already planned for renovation of natural beauty. The project ECoC urban point of view? that the percentage is very high), and landscaping so that the links inspires us to give a new look to urban will have the opportunity to discover between these encapsulated places and nature, transforming unutilized urban new forms of participation. the residents of the city will be restored beauty spots like our river, the hills and We expect that all the processes inspired by and offer space for walks, sports and the rowing canal into active and lived in the ECoC initiative will visibly transform • Artists, cultural formations and young leisure activities. The Maritsa river and places with social meaning, places that are our city and will make it a better place for talents will have more opportunities the Adata Island will be re-integrated reconnected to the city and the citizens. living, working and investing in, through to engage in their activities, make into the heart of the city by artistic artistic projects that directly influence the more international connections interventions and urban development. Moreover, we have been elaborating a social and cultural life and also the urban and participate in exchange. new way of preserving and exposing the structure of the city. As we are setting • Our aspirations to bring citizens together past, having a clear vision towards the up projects that involve the citizens and • The European Capital of Culture would has given birth to some very ambitious future. The ECoC initiative is the driving aim to have an impact “on the street”, help to reinstate Plovdiv’s position green projects, one of which is the force for us to revive and rehabilitate Plovdiv will become more appealing, as the Cultural capital of Bulgaria, formation of a 650-acre park near the museums, art galleries, archaeological both for its residents and for tourists. which it traditionally was, but which rowing canal with areas for recreation, a sites and the cultural community clubs is now old fame. In this respect green school for children, street fitness, (Chitalishta), to renovate their old-fashioned The competition for European Capital we have the unique opportunity to picnic areas and bike lanes. The zoo, looks and structure, to transform them of Culture has already triggered many transform the city into an important which is situated in close proximity, into appealing places for all citizens. initiatives which will lead to important cultural hub, clearly recognizable will be completely renovated too. changes and improvements within the on the European cultural map. Finally, our efforts at thinking in a cultural and social sector, ecology, SOCIAL EFFECTS contemporary, up-to-date way, instead of, tourism, urban infrastructure and other URBAN EFFECTS as it was, being wrapped up in routine and areas of development in Plovdiv and the • ‘Plovdiv Together’ is especially about backward-looking thoughts of past days region. The effects are expected to have • Abandoned buildings like the tobacco social change. A medium- and long- of glory, are innovative. The residents of a favourable influence on demographic warehouses, Bratska Mogila, Kosmos term effect of the European Capital of our city have the chance to experience new indicators in the region, with brain-drain Cinema, The Trap district, and the Old Culture is the change that it can bring cultural and social activities and values and the departure of young people being a Railway station will be revived through about in breaking up the segregation and add new impulses to their lives. Our problematic issue in the whole country. contemporary art, architecture, dance, and exclusion of different social groups ideal for the future, with the project ECoC and theatre. Empty and unattractive in Plovdiv: e.g. minorities, disabled as a stepping stone, is to bring to light the We expect the following positive changes urban sites will be turned into appealing people, underprivileged people with low bravest dreams of all Plovdivians and to in the cultural, urban and social sector, spaces for cultural activity and create education, and different generations. make them creators of their own future – some of which have already begun: new access to the otherwise lost The ECoC programme will create more then also our fellow Europeans will feel historical heritage of our recent past. active participation among these groups. that Plovdiv is back on the map of Europe. CULTURAL EFFECTS There are initiatives in the city, but the • The above mentioned interventions title constitutes a strong driving force • The title would be an important step will also enhance the development for these processes and offers cultural in decentralizing cultural life and of secondary centres within the city and artistic methods to achieve them. enhancing its influence in the region. in order to break up the existing model of functions in the city – the II. Structure of the programme 32 / 33

• All the above mentioned processes both in 2019 and in the subsequent years From the very beginning our team’s work our goal to unite people, generations, and initiatives will involve many so that Plovdiv remains one of the most with our partners and the different social territories, and cultural and historic layers citizens, create new entrepreneurial significant European cultural centres.” groups has been based on cultural and social in an interesting and effective way. opportunities, and will increase dialogue and partnership, transparency Meanwhile our artistic director is in charge mobility in the city. Enhancing the How was this and freedom of opinions and ideas. We of the selection of project proposals in attractiveness and quality of life in the 15) firmly believe that only a free and creative order for the programme to be compliant city will attract young residents and application designed imagination will lead to innovative, effective with our concept, regional participation improve demographic structures. and prepared? and significant results. That is why we and vision for the sustainable future include citizens from different groups: development of the city and the whole • Plovdiv’s bid for European Capital The bid of Plovdiv for the title European artists, representatives of cultural institutions, region. The artistic director created small of Culture will urge and support the Capital of Culture 2019 was initiated by a promoters, NGOs, academics and students. artistic teams of artists and cultural operators development and the implementation group of representatives of the civil society. from different fields and with their help of important infrastructural projects In 2010, a group of Plovdivian artists, Immediately after its foundation Plovdiv the programme is being developed. and foster cultural entrepreneurship to writers, journalists and cultural activists 2019 launched an open call for project Very important to us is the support we tackle unemployment. One example is (some of them are now represented in our ideas about the general concept of our receive from our volunteers and interns, the transformation of an economically Board of Directors) declared in front of the ECoC bid. 35 teams and individual not only during our daily activities and underdeveloped area in the city, “Gladno mayor and the municipal administration their authors have participated in the contest. public events, but also for communication Pole”, which will be turned into a wish for Plovdiv to join the competition The ideas from these proposals were used and separate projects. We had interns who high-tech zone dedicated to the food for European Capital of Culture 2019. in the next step of our concept work. are Bulgarian, but lived and studied abroad industry, biotechnology and healthy Soon after that, Plovdiv’s nomination was Meanwhile discussions, round tables and and also interns from the universities in lifestyles. There will be research officially announced while at the same brainstorming sessions with the participation Plovdiv. The foundation helped with the centres, enterprises and laboratories. time the initiators of the idea, additional of about 120 people took place in the organisation of many local festivals and cultural operators, the management of office of Plovdiv 2019, situated in a house thus created a wide network of volunteers. • Plovdivians suffer from the loss of Plovdiv Municipality and the leaders of from the era of the Bulgarian Revival in Plovdiv 2019 participates in an internship importance that their city has had over all political parties in the city signed a the heart of the Old Town. These forums programme for students which has been the millennia. A medium and long-term memorandum in full support of the cause. were led by professional moderators and implemented by the Ministry of Education social effect of the European Capital the results were used in the next steps of after successfully applying for EU funds. of Culture is that it will trigger more Several months later the City Council the preparation of the application form. visits from Bulgaria and other European established an efficient working structure – So an interdisciplinary team for the In 2012 and 2013, meetings with foreign countries, which would boost the current the Municipal Foundation Plovdiv 2019. The preparation of the application, composed experts on ECoC were held. For example low self-esteem of the Plovdivians and organisation is responsible for preparing the of staff members and representatives of members of the Plovdiv 2019 team restore a common feeling of well-being. city’s application documents, for promoting cultural operators was established. participated in the meeting initiated by the the initiative European Capital of Culture and In order to align the focus of the ECoC European Commission on the occasion b) Do the municipal for involving a large number of residents in with the focus of the overall city long-term of presenting the new ECoC strategy 14) participating in the preparation process. The strategy, the city council commissioned for 2020-2033 in October 2012. Best authorities intend to foundation has also started to fund cultural the Foundation Plovdiv 2019 with the practices were exchanged with the experts make a public declaration projects that are in line with the concept task of initiating a cultural strategy for from other European Capitals of Culture, of intent concerning of the bid and has engaged in open calls the city for the period 2014-2025 after the such as Essen, Liverpool, and Mons. the period following for cultural and civic projects that relate to expiry of the current strategy in 2013. On 19 June 2013 Plovdiv 2019 organized the year of the event? broad citizen’s participation, attracting new a round table and invited all Bulgarian audiences and encouraging the sharing of Furthermore, Plovdiv is being supported and Italian candidate cities for a cultures and traditions between artists and The City Council of Plovdiv has unanimously by the municipalities of five Regional conference to establish personal contacts audiences from different countries. signed a Declaration of Intent, which states Districts in South-Central Bulgaria that and first agreements on cooperations. Despite the political changes in the city’s the commitment for the period following signed a declaration. This led to a process management, Plovdiv’s candidacy for the the year of the event as follows: of discussing ideas for partnership projects title remains a strong and unifying cause, “We guarantee that we will work for the in the framework of the 2019 programme. as evidenced by the fact that decisions sustainable development of culture in Not only will specific local festivals be concerning the activities of Plovdiv 2019 Plovdiv throughout the candidacy period included, they will also be upgraded in order are taken with a large majority in the city of the city for European Capital of Culture, to meet the criteria for citizen inclusion council. and European dimension and also fulfil Children and families in the Roma neighbourhood Stolipinovo

II. Structure of the programme 34 / 35 I I. Structure of the programme 2) What main events There have been many initiatives in the will mark the year? past but with the enormous driving force that the title of European Capital of Culture For each one, please supply constitutes, we are about to embark on What structure does education and youngsters, aiming at raising a the following information: 1) generation holding shared European values. a much more sustainable, integral and the city intend to give to Project clusters here: Urban Dreams, description of the event/ coordinated approach towards the inclusion the year’s programme if it edYOUcate, and River of Imagination. date and place/project of segregated minorities in Plovdiv with a is designated “European partners/financing. perspective on the European level of the REVIVE focuses on finding new ways issue. With the power of the ECoC we will Capital of Culture” build a long-term concept (working with an of preserving and presenting the past and The main events in the programme will be: (guidelines, general theme the heritage in the contemporary context. art based integrated approach) turning into of the event)? How long Revive will use culture as the basic tool for a complex set of solutions to be used across does the programme last? transforming communities in the attempt to FUSE marginalized Roma/Turkish townships not achieve a better identity. The project clusters breaking down borders between only in Plovdiv but also in South East and dealing with this issue are: Culture Meets social, ethnic and minority groups Central Europe, where similar problems apply. The programme of Plovdiv 2019 is People and Аrt for a Forgotten Future. to create ‘Plovdiv Together’ dedicated to what might seem a banal task at first sight: bringing Plovdiv RELAX is dedicated to the necessity Mahala – The Neighbourhood From functioning best practice examples together – which is not only the slogan of converting Plovdiv into a city with a for Roma integration (e.g. the ‘Land – but the general theme of the event. All sustainable development, providing a high Art and Culture for Togetherness Source of Income’-Foundation in Plovdiv the events and projects in our programme well-being index for its inhabitants and working on the rural level) we know follow this concept which is of high visitors, free time for slowing down the The inclusion of Sinti and Roma that sustainable development can only importance to us, since authentic integrity tempo, doing sports, attending cultural communities in European societies that be reached using a long-term approach and identity for Plovdiv are at stake. activities and contemplation of beauty in have their own, very particular life-style is establishing trust with the community, not everyday life. Basic project clusters: Ayliak a pan-European issue. In Plovdiv the Roma expecting quick results, but thinking far The structure City, EUrhythmica, Animate the City population is considered to be close to 80, ahead into the future. The European Capital The projects and project ideas are 000, which makes up around 20% of the of Culture can be a significant stepping- structured in four project platforms, The duration total population of the city. Many of them stone in this development, especially by which comprise a total of 11 project The programme will start in January 2019 claim to be of Turkish or other origin and bringing different players in the city to clusters including project initiatives, and run through the whole year until the only a small percentage identify themselves work together and create synergies. events, festivals, frame programmes, end of 2019. Some of the projects will as Roma. The Roma/Turks in Plovdiv live conferences, and social activities. already start during the preparation phase in four areas: Stolipinovo, Sheker Mahala The programme we envisage and intermediate steps and activities (neighbourhood), Hadji Mahala and Arman integrates three essential steps for FUSE is the project platform that covers will involve citizens and be presented to Mahala. With its population of 45,000 a sustainable development: integration between ethnicities, generations, audiences between 2015 and the actual people Stolipinovo is the biggest ghetto 1. Innovation in education: adequate territories, different social groups and year. The main focus for the audience- in Plovdiv and in the country, and among educational programmes regional sites. The project clusters are related programme will lie in 2019. the biggest in Europe. We may say it is 2. Innovation of local economy: Mahala – The Neighbourhood, Beauty a ghetto because few non-Roma ever go Social entrepreneurship and the (b)East, and RegionalE. there and often Roma are 15 or 16 years 3. Innovation in participation: old before they even set foot outside the the Stolipinovo cultural hub TRANSFORM means reintegration and neighbourhood. The population of the revitalization of abandoned city spaces, four Roma neighbourhoods is a mixture of 1. Innovation in Education: as well as new ways of perceiving them. different small ethnic groups, geographically Мobile educational centres in Stolipinovo Transform is also about new approaches to and culturally largely segregated from The main challenge in underprivileged the rest of the population in Plovdiv. Roma and Turkish communities all over Kukeri – a traditional masquerade in the town of Rakovski

II. Structure of the programme 36 / 37

Davide Martello during a performance in Stolipinovo in summer 2013. Some of the Roma had never seen a piano before.

Bulgaria and South East Europe is a static entrepreneurs innovative products through a community life where they can celebrate and amateurs – education for talented knowledge oriented educational system well facilitated community decision-making their rituals and organize local feasts. young people from the Roma and that puts Roma in a narrative blaming them process – with profit partly reinvested in As a next step Plovdiv 2019 wants to open Turkish minorities and the majority for not participating in the existing system. community wellbeing. Secondly, a micro- up the concept and gradually develop population, especially in music. The problems of illiteracy, unemployment financing model for women including basic it into a multifunctional socio-cultural • A hall for exhibitions and presentations, and poverty are closely linked. financial training thus empowering the most centre for all communities in the city. The gallery space and stages for innovative vulnerable groups in the communities. whole process of rebuilding the centre will artistic projects in Plovdiv. The Centre The approach of mobile educational centres The approach based on ‘challenge design’ be constantly appraised with the active will give opportunities for creative in Stolipinovo picks up an idea already will bring leaders in innovation from involvement of representatives of the experimentation and will be a co- practiced by Plovdiv municipality (children around the world in the fields of social local Roma and Turkish communities. working space on the borderline between from Stolipinovo being integrated into and creative enterprises to work with the The hub will be hosting a palette of creative arts and the creative industries. school classes outside the neighbourhood) community through the means of creative tools empowering civil participation, • A café for art production. A – and turns it around: the community co- thinking and practical business skills. One ownership in decision-making through restaurant offering traditional facilitated mobile education centres come of the social enterprise ideas that could be the means of arts and creative practices Turkish and Roma cuisine. to the students of all ages: children, youth implemented is the BPO – business process and will contain the following elements: and adults. Shifting the leverage point outsourcing, where people from all ages Partners: Association for Building with in education could profoundly change can gain basic computer skills and literacy • A place for discussions, debates, Natural Materials, Roma Foundation the situation of the Roma population while at the same time earning their living. lectures, presentations, exchange of Plovdiv, Youth Roma Club Foundation, not only in Plovdiv. The project aims at Another approach is a platform connecting experience and information – all based Municipality Plovdiv, Creative Factory facilitating access to education, providing jobs in the local business sector, the on alternative techniques like “Forum Foundation, LEAD international useful and practical skills (to be decided municipal enterprises and governmental Theatre”, community mapping, open Budget: 1 mil. EUR on the basis of community needs and the and private institutions/departments space approach etc. – a central hub Duration: June 2014-October 2018 – design labour market) and including community with unemployed people after they for connecting activities of minority and development/construction; April 2019: leaders as part of a peer-to-peer learning have participated in special educational communities in the city and relate them Official opening of the hub; from 2020 process. Within three years the anticipated programmes and qualification courses. to the other communities in the city. on the hub will be running as part of the result is a 15% decrease in school drop- • An interactive multimedia exposition social and art infrastructure of Plovdiv outs, an increase of 15% in the rate of Partners: Roma Plovdiv Foundation, representing the culture and traditions literacy and employability among adults. Youth Roma Club Foundation, of the Roma/Turkish communities Municipality Plovdiv, Creative Factory – an attractive centre for both local RegionalE Partners: Roma Foundation Plovdiv, Foundation, LEAD international, people and tourists – focussing on Creative Factory Foundation; Municipality Social Ministry of Bulgaria, Land exchange with, and involvement of The RegionalE is a platform that will of Plovdiv, Education Ministry of Bulgaria – Source of Income Foundation other Roma communities in Europe. make a wide selection of more than 100 Budget: 3 mobile centres and training of Budget: 280,000 EUR • A Healthcare centre offering healthcare local festivals, cultural, touristic and artist and pedagogical staff – 350,000 EUR Duration: June 2015 – 2019 education workshops and courses social projects from the entire Plovdiv Duration: Small pilot project during (e.g. hygiene, teenage pregnancy, drug region visible. The diversity of European 2015 with constant broadening 3. Innovation in participation: addiction, HIV etc.) also for consultants culture and its common aspects will be up to full scale in 2019 The Cultural HUB and multipliers in the community. presented to residents and tourists alike. Within the last couple of years an • Providing space for artistic residences Plovdiv is located between two of the 2. Innovation of Local Economy: abandoned building in Stolipinovo has (community and international). Artists most enticing mountain ranges in the Social and creative enterprises been cleaned and partially refurbished are of crucial importance to translate Balkans – the Rhodope Mountains and There are two main approaches to the urgent with the support of Plovdiv municipality, shared visions into visual material the Balkan Mountains themselves. The need of tackling poverty in the segregated the process being initiated by local that can be discussed and judged. villagers maintain their specific traditions, urban areas: Firstly: a) creating financially Roma leaders and representatives of • A space for creative workshops, songs, customs and ritual dances, some of viable micro business models to build new the minority in the municipal council. conferences, work meetings and them going as far back as the Thracians. community skills, b) use the ones that are in Gradually people are beginning to community art, with a focus on creative Depopulation due to a lack of employment place and c) market with the help of creative recognize this place as a centre for their transfer between professional artists and facilities, endanger cultures and Bulgarian bagpipes called “gayda”

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traditions. Songs and crafts vanish with stages on which the mythical poet and mix of Balkan music, dance, crafts and Mobile art studios (the Cyrillic version) the elderly people who can no longer pass singer Orpheus was celebrated); contemporary art will offer the audience a A resident programme will invite them on to the younger generation. The The Pepper, Tomato, Traditional Foods different point of view on Eastern Europe prominent European artists in the field RegionalE platform provides a series of and Crafts Fest in Kurtovo Konare; – as an attractive culturally and ethnically of visual, audio-visual, and digital projects, aiming at preserving and presenting KUKOVE (International festival of kukeri diverse region. The projects involved arts, design and architecture as well this vast variety of traditions, crafts and arts, and the masquerade games in Rakovski); provide the opportunity of building a as street-art (graffiti, installations). thus enlivening the whole region – keeping Festival of Medieval Art Asenovgrad; platform for gatherings, exchange of Through several stages the European artists in mind accessibility by public transport Festival of Wine and Grapes experience and knowledge between artists, in residence will develop a mobile studio and modern communication applications. in Breztovitza; producers and citizens, for creating co- and methods for its inclusion in the socio- Bicycle Theatre of the Senses (art productions, activating trans-Balkan cultural life of different Eastern European RHODOPE FAIRY-TALES FESTIVAL intervention on a forest trail); networks and the exchange of different cities – exploring and interacting with This festival will be organized Beglika festival/ Wake up festival (Two artistic productions and artefacts within the context of the specific environment/ in 2019 for the first time. festivals combining art, sport in the nature, the boundaries of Eastern Europe. city, neighbourhood/ghetto, to capture and It will be implemented by the residents of with the mission to create a model for store (in a digital archive) the unique local the Rhodope villages and will be carried festival behaviour in harmony with nature); Plovdiv calling Balkan music… character of the city and citizens – their out with the aid of the artistic interventions Rose Festival in Kazanlak, Karlovo, Sopot; is ambitiously designed to provide the language, their writing, and their daily of travelling artists from Bulgaria and The Secrets of Grandma’s Drawers largest forum for Balkan ‘gypsy’ music routines. Through artistic interventions, France. Its purpose is to preserve traditions (Art Festival in Yagodovo); in Europe. The project includes plans for games and sound installations, the Slavic and put them into a contemporary context, International Air Festival ‚Sky For All‘ a major music festival from traditional languages and the Cyrillic alphabet will to enliven the Rhodope villages and to (an air show with a flying programme / Bulgarian forms (such as wedding music), be introduced to different European cities. acquaint the visitors with the rich folklore exhibition of aviation technology); to Serbian brass music (trubatsi) and Turkish Artists will explore the way in which tradition of the Rhodope region. The Day of the Dervish in Vinogradets; belly-dance, to contemporary DJ mixes the Cyrillic alphabet is accepted in the festival will consist of several parts: Smolyan Jazz festival. with gypsy rhythms. World-renowned context of other writing, its future in Slavic 1.) Compiling an archive of songs, legends, musicians, music groups and DJs will be countries and its chances to be preserved stories and fairy-tales provided by the Partners of this cluster: the above invited. A festival city will be built at a or replaced by the Latin alphabet. residents of the Rhodope villages. mentioned festivals, The French Culture specific place near the Maritsa River with 2.) French artists passing on their experience Institute, Centre International Pour les several stages and a festival camp-site in Further projects in Beauty for the creative transformation of the Theatres Itinerants, Cumbo Circus, gypsy style, with tents and caravans. and the (b)East are: collected material and the concrete artistic regional structures of the Ministry of A special music application for smart- Balkan Fair (A fair, based on an old intervention in the mountain villages. Agriculture, Agricultural University phones will be designed, collecting the Balkan tradition, re-creating all the flavours, 3.) Processing the collected material into Plovdiv, Plovdiv Municipality, and best of different Balkan music genres colours and atmosphere of old Balkan a travelling theatre programme which the Ministry of Tourism Bulgaria for the users to mix favourite songs or cities including workshops, the Balkan will be presented in different routes Budget: 800,000 EUR compose their own gypsy rhythms and Festival of Short Films, the Cinema school throughout the Rhodope mountains. Duration: all year round share them on popular web-based music with Emir Kusturica (tbc) in Stolipinovo, 4.) The climax of the festival will platforms (such as soundcloud.com). conferences and discussions on key be in a Rhodope village with puppet The festival’s closing event: 100 bagpipes topics for the future of the Balkans.) shows, concerts, local Rhodope Beauty and the (b)East and 100 gypsy violins, will enliven different Days of Turboculture (combining cuisine and workshops in traditional city open air stages and a Giant Horo (the subcultural music that emerged during Rhodope crafts, manufacture of music Beauty and the (b)East is a platform traditional Bulgarian dance) will wind along the transition period in the Balkans – instruments, doll-making, etc.). which will offer projects presenting the the 2 km long rowing canal. This traditional pop-folk, turbo-folk – called Chalga beauty of the distinctive culture and dance symbolizes a united collective energy, in Bulgaria, and other musical genres Further project examples for RegionalE are: traditions of the Balkans not only to where people from different ethnic groups, such as jazz and classical music.) Orpheus Music Traces (initiating the Western European public, but to the religions and countries dance hand in hand, a series of musical performances in Eastern Europe representatives themselves, synchronizing rhythms and dance steps. Partners for this cluster: Plovdiv an unusual environment – ancient who barely know their neighbours. Municipality, “Old Plovdiv” Municipal Thracian shrines which have been the Projects incorporating an interesting Institute, Tourism Plovdiv, Academy for Contemporary art project Space for Art, occupying the tobacco warehouses and claiming them as cultural spaces

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Adata island in the Maritza River

Music, Dance and Fine Arts Plovdiv, Gutcha environment and its social, historical, to realize their short-term projects within and centre for culture, offering unusual Balkan Brass Brands Festival (Serbia), cultural, and economic contexts. three to six months). The project will accommodation and drawing visitors into Balkan Music Square Festival, Macedonia, aim at transforming the interior, creating the artistic activities during their stay); Balkan Traffic Festival (Brussels), Balkan Abandoned buildings from the recent past, temporary installations, sculptures, gardens, STREET STYLE (large international forum Choir Forum, Organisation of Folk Art some of them prominent achievements preserving the authentic part of the tobacco for street art interventions in public spaces (IOV), Youth Society for peace and of architecture (e.g. tobacco warehouses, production spaces and converting the to combat the tendency for visual pollution development of the Balkans (Plovdiv), Bratska Mogila War Memorial, Kosmos warehouses into interactive museums. of the urban environment); RE:HOME European Association of Folklore Festivals Cinema, The Trap district, the old (restoring the broken connection between the railway station) will gain new meaning 4. Development of a mobile central city area and the adjoining outskirts), Budget: 800,000 EUR if reformulated into appealing spaces for library – an archive of the tobacco Master Urban (competition for young Duration: (mobile art labs: 1 month in each cultural activity or social interaction. These warehouses, a bank of memories, photos, architects for urban space transformations). city, starting from March 2019 in Plovdiv); interventions will also seek to shatter the historical data and documents. Plovdiv calling Balkan music & Balkan existing model of functions in the city – the Partners for this project cluster: The Fair (March - September 2019), Days of powerful concentration of events in the Chitalishta (Community Centres) ATLANTIS network Partners (Heinrich Turboculture (October - December 2019) centre and lack of communication with Chitalishta are small community centres in Böll Foundation (Brandenburg, Germany), the outskirts. Some example projects: the residential areas of Plovdiv, founded KSA:K Centre for contemporary art during the time of the Ottoman occupation (Chisinau, Republic of Moldova), TRANSFORM Tobacco City to safeguard Bulgarian language and culture. GOEAIR (Tbilisi, Georgia), Art & Culture transforming the city and Iconic buildings in an area of the centre, This project is focused on restoring the Studies Laboratory (Yerevan, Armenia), the people through urban reminders of the once large tobacco function of community centres (about 35 IDEA arts + society (Cluj, Romania), development and education processing industry. Only a few are still in Plovdiv and the region) as decentralized Plovdiv Municipality, Sacred places functioning and most are neglected and cultural centres with an attractive artistic (Belgium), Robert Bosch Foundation, Urban Dreams decaying. These cultural monuments environment that provides free and low- Architecture studio 8½ , Lazareti Art Artistic interventions in the public space lack an institution responsible for their threshold access to art and culture for the Workshop, Dubrovnik, Youth Voice management because of they are shared people from the different neighbourhoods. Plovdiv, Architecture group Shtepsel, The project cluster Urban Dreams property between private owners, municipal - Refurbishing Chitalishta facades (e.g. by Union of Bulgarian Architects, Art Today aims at revitalizing and opening up authorities and the government – a involving graffiti artists) and the equipment Association - Centre for Contemporary dysfunctional spaces, buildings and objects common problem in most post-communist of their buildings by installing non-standard Art Plovdiv, Plovdiv Photography Centre as parts of a “parallel abandoned city” countries. The project aims at looking for equipment (stages, new seats, libraries) – Budget: 750,000 EUR through artistic intervention. These are mechanisms of an artistic nature in order strongly involving the community that lives Duration: March - September 2019 interventions on a local level but there is to transform and to return these formative around the centres. an undercurrent connected to the narrative buildings to the city and its citizens. - Cultural activities: open reading rooms; of the transformation of the public space The project will consist of four steps: exhibitions of local initiatives; free River of Imagination in European cities and in particular the workshops, amateur and professional music transformation of cities which carry the 1. Spontaneous occupation of the and theatre performances, literature readings, There is a difference between Plovdiv and mark of 40 years of communism. buildings with artistic actions – discussions, community cinema and more. other main European cities that are situated In its first stage the project will create an invitation to meet with owners, on a river. While normally the river is the a think-tank in which citizens and a politicians, investors and citizens Further projects in URBAN DREAMS are: backbone upon which the development multi-genre team of artists, architects, Unexpected urban transformations of such a city rests, in Plovdiv the river businesses, and designers develop concepts 2. Creating a model for restoration (turning unused objects – e.g. abandoned Maritsa is still not fully part of the cityscape. for the sustainable and inclusive future with architects, designers and citizens and old cars parked in the streets into artistic One of the desolate places оn the river is of the abandoned urban areas. Local and donating the model/concept to the city. spaces – mini libraries, children’s the deserted island of Adata, which has European artists will be invited to explore climbing frames, sound installations, turned into a jungle in the very heart of the the map of the parallel city as a space 3. Urban incubator in the tobacco mini-gardens, mini-street-cafés) city – wild and inaccessible, the place has full of opportunities to interact with the warehouses, temporary home of art HOTEL TOGETHER (transforming a capsulated its beauty and hidden secrets. projects (artists will apply with proposals hotel in Plovdiv into an artistic residence The project aims at reflecting the left: Exhibition at the Contemporary art department of the Historical Museum, Plovdiv right: Interactive art installation “Analogue”, initiated by the Plovdiv 2019 Foundation II. Structure of the programme 42 / 43

Possible future vision of the Pedestrian bridge over the Maritza river (model by arch. Antoaneta Topalova) importance of returning the river and to become citizens of the Adata Island Association - Centre for Contemporary will be eco paths, climbing walls, survival the island to the city and its citizens, by Nation. They can apply as “temporary Art Plovdiv, Union of Plovdiv Writers paths and other attractive equipment. implementing aesthetic research and a citizens” of the island with the approval Duration: March - September 2019 The existing children’s railway, dating debate about the creation of a concept for of their innovative projects with social, Budget: 1,5 Mil. EUR back from the communist time, and the the future of these two sites. Moreover ecological or artistic significance from newly created Sport and Educational this platform is concentrated on converting an expert jury. A visa will be issued edYOUcate Centre make the place the perfect spot these areas into an attractive showcase of for all guest and visitors to the island. for building a Children City, following European recycled and green art, as well Starting from April 2019 and continuing To us, one of the most important target the model of Grüneisl and Zacharias. as a place for alternative tourism, which to September 2019 the Island Nation will groups of Plovdiv 2019 is the children and Children aged 7 to 12 will lead this city is close to nature. Example projects: offer a colourful art programme, tempting the young audience since its participation – they will elect a mayor, create their the citizens and the visitors of Plovdiv in the programme will determine the own currency, vote for the government of ADATA – Unlimited Island to rediscover the island and the river. future of the cultural legacy and artistic the city, create radio and TV stations. In The project ADATA – Unlimited Island 4) After 2019, the island’s camp site, built platforms in Plovdiv and Europe. their spare time, the kids would be able to plans to declare the Adata Island as an by the artists will be open for all citizens The projects included in the edYOUcate participate in art performances – theatres, art independent state of unlimited art. It will and guests of the city, offering an alternative platform will give the young the means to exhibitions, concerts and movie projections. become a parallel state within the city – an eco-tourism and adventure in the big city. develop their creative potential, to exchange An important part of the children city’s open space for creativity, green and site experience and create joint productions life will be the entwining of creative specific art and environmentally friendly life Further projects in RIVER with professional artists. All schools in productions, which are part of the artistic with its own eco-politics and infrastructure, OF IMAGINATION: the city will dedicate a few hours of their programme of Plovdiv in 2019. There will legislation, currency (ideas, services, barter The River, Hills, Ports travelling River weekly schedules to art and culture in the be guest performances and programmes of goods and art works) and bank system as Ship Fete (connecting seven Bulgarian, city. The students will have the chance to for the young audience of the city, well as its own art and eco-police authorities Turkish and Greek harbour-cities along participate and experience different events, artists will be invited for cooperation (regulating the clean environment, the river in a travelling River Ship Fete workshops, discussions, performances, and realization of artistic TV and radio artistic freedom and independence). cultural programme). Literature of lectures etc. about Plovdiv 2019. programmes in the Children City. 1) Accessibility of the island will be the River (involving writers and Slam increased in the period of 2015-2017 Poetry Artists from different riverside The edYOUcate project cluster will Interactive Children’s Museum/ (restoration/creation of paths, active/ European cities and encompassing three encourage partnerships between cultural Revitalisation of the museum living zones, the re-establishment day-long literary readings and writing and educational institutions, and create In collaboration with the local museums, of connections to the city and river- workshops along the River Maritsa); an interest in arts and the cultural legacy galleries and libraries, the project construction of bridges, boat docks etc., Remodelling the Pedestrian Bridge over among young people. At the same time will realize a series of interactive and and also making the island accessible Maritsa River (the bridge completely this approach will stimulate cultural interdisciplinary installations, targeted at through various means of transportation blocks the pedestrians view of the institutions to adapt and modernize the the younger audience. Each event has an – boats, water ski, rafts, para-gliders). river – bypass platforms on the outside content of their programmes depending informational and educational purpose which 2) From 2017 to 2019 a team of European would open a new space on the river). on the needs of the younger participants. corresponds with a certain museum/gallery, ecologists, botanists, landscape architects and will be presented in a manner involving and designers will be working on the Partners for this project cluster: Children City at The Youth Hill the viewer using the ‘education through creation of permanent eco-settlements Plovdiv Municipality, Association for On the highest tepe (hill) in Plovdiv, The experience’ method. The artists will work in on the territory of the island. Living building with natural materials, Union Youth Hill, a special city for children will multi-genre groups, together with specialists spaces, for artistic and everyday activity of landscape architects, Architecture be created, following the model, described from different spheres of science, history, will be constructed using sustainable studio 8½, Union of Bulgarian architects, in Gerd Grüneisl’s and Wolfgang Zacharias’ literature, etc. The resulting installations’ natural building material. Innovative Visionary Society Sarajevo, EURONATUR book “The child city. A school of life”. goal is to attract the young audience back to ecological facilities will be built (European Nature Heritage Fund), Following years of neglecting the the cultural organisations and institutions. for self-sustaining power and water Federation of nature-conservation NGOs infrastructure of the Youth Hill, finally Another goal of the projects is to inspire supply and waste management. Green Balkans, Ministry of Environment in 2012, a project was initiated for the and offer skills to the organisations 3) During the period 2018-2019 European and Waters, Bulgarian Biodiversity creation of a youth centre for education which will enable them to adapt their artists of all art forms will be invited Foundation, WWF International, Art Today and various cultural events. Nearby there presentations for a young audience. A concert at the Roman Amphitheatre in Plovdiv

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At the Archaeological Museum, Plovdiv

Example project for interactive learning Ethnographic, History and Natural History modes of public transportation (horse carts, environment – adding more beauty and programme: Adventures in the Museum Museums Plovdiv, youth and educational mini-busses, boats) to reach a selection of comfort to their everyday life); Utopic Land An internet based platform for online centres and institutions in Plovdiv locations in the multicultural districts of the Flights (a special site-specific project museum exploration. The visitor will be Budget: 900,000 EUR city. Their route will pass by some unusual especially created for Plovdiv airport); After able to navigate through history and art by Duration: all year round 2019 destinations – an Armenian coffee shop, a ART (observing the interaction between following clues, searching for locations bar in a garage, the backyard of someone’s art, therapy and art-therapy by creating and objects and solving riddles. There will home, a Roma library, a gathering of an exhibition of artistic and therapeutic be different versions, designed for adults, REVIVE pensioners out in the street and will provide art projects by people with mental children (6-11) and teenagers (12-18). bringing culture and heritage back unexpected surprises – life stories in disabilities and psychological problems). A free application for smartphone will into everyday contemporary life pictures, a dinner in the garden of a Turkish be available, allowing users to share and or Greeks family, a three-day-long Roma Partners for this cluster: Drama Theatre create their own Plovdiv Museum Treasure Culture meets People wedding, an autobiographical musical, Plovdiv, State Puppet Theatre Plovdiv, Hunt anywhere in the world. In 2012 the and theatrical and dance performances. Black box Festival, Inter-art-festival Plovdiv 2019 Foundation financed a project This is an artistic platform which will The neighbourhoods on the outskirts of Association, State Opera – Plovdiv, for a 3D website presenting museums, use art and culture as a powerful force the city will get a chance to show off their AMDFA (Academy for music, dance and galleries and many sites from the urban for building better communities and secrets and charm. This project will be fine arts) Plovdiv, Plovdiv University Paìsiy environment (www.plovdivbg.info) which improving lives. The projects included in developed by a European team of artists and Hilendàrski, Learning Theatre, Theatre can be upgraded to such a platform. this cluster will break down the boundaries the main performers will be the inhabitants A’part, Hand Theatre, National High School between audience and performers and help of the neighbourhoods themselves. for Performing and Screen Arts Bulgaria, Further projects in edYOUcate are: the citizens express themselves. Artists The alternative Plovdiv tour will be Arttherapy Association Bulgaria, Rimini cITeen (virtual youth city, using new will find ways to physically involve the accessible for visitors, located all around Protokoll (Germany), Airport Plovdiv, local technologies and media-art like iPad- audience in performances and activities the world through an online version. Hospitals and social institutions, Association painting to foster the creativity of youth); with unique approaches and locations. An interactive 3D map and audio tours Youth Club Roma – Stolipinovo, Roma Mobile art lab for children (mobile art Inhabitants of the more distant regions and will be available for smartphones and Armenian Community centres, studios and interactive training methods the suburbs and those who are residents and will allow a realistic and exotic UNIMA network, International Institute for therapeutic creative workshops of social institutions, who have never city experience for guests, who have for Mediterranean Theatre Network, with disabled children, as well as with experienced interactive performances, will never physically entered the city. ASSIETEJ network, Werkleitz – Centre for hospitalised and children at risk); start a dialogue with international artists and Media Art (Halle, Germany), Inter media Sisters, brothers, cities (high quality celebrate the diversity of the city in a new Further projects in CULTURE art institute (Düsseldorf, Germany), Union multimedia spectacles in which young artists manner. They will take part in a process, MEETS PEOPLE: of Plovdiv Artists, Plovdiv Photography from selected sister cities will take part); in which their short local stories will 100% Plovdiv (uniting representatives Centre, Union of Plovdiv Writers Artist residence in schools and universities resonate on a European and international of all social groups and generations Budget: 800,000 EUR (broaden the students’ knowledge and skills level. The performers will play the part of who will create a living portrait of the Duration: all year long by sharing European artistic practises). researchers, who help the city to express city through telling their stories in a itself, urge its citizens to talk to each other, special theatrical form, developed by the Partners for this cluster: Plovdiv to become a living community, celebrating performance group Rimini Protokoll); Art for a Forgotten Future Municipality, Ministry of Science and their differences, and raising the common ART E.R. (Art Emergency Room) Education, Youth bank Association index of their welfare and identification (art interventions by local and European This project cluster will breathe new life into Plovdiv, ICON network, Youth Roma with their city, Europe and themselves. artists and therapists applying artistic the affluent past of the city, making it fit for Club Foundation, Centre for development therapy activities in selected social and the future through research and presentation of the youth zones Plovdiv, Youth voice Backyard Stories health institutions – hospitals, nursing of the newest trends in all genres of art, Plovdiv, Youth Society for peace and Visitors will be able to explore the city homes, prisons, retirement homes), Art hybrid formats, and actively involving the development of the Balkans, Plovdiv, on this surprise alternative city tour – and Patronage (bringing together disadvantaged latest achievements of science, psychology Plovdiv University Paìsiy Hilendàrski, visit zones off the beaten tracks a tourist people with designers, architects and and new digital and communication Learning Theatre, Academy for Music would probably never find. The audience painters to increase their index of well- technologies. This platform is concerned and Fine Arts Plovdiv, Regional of this mini festival will use unusual being by helping them change their with modern speech forms, experiments, Enjoying Ayliak in one of Plovdiv’s residential neighbourhoods

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Street show “Ognia” during Theatair festival supported by the Plovdiv 2019 Foundation new technologies and their potential to bring a fresh and unconventional approach Association - Centre for Contemporary Art timelessness. By using speed as an a new meaning to the cultural-historical of presenting artefacts and making Plovdiv, Berlin Biennale - KW Institute instrument, AYLIAK CITY wishes to layers of a city. This cluster demonstrates them accessible to a wider audience. for Contemporary Art, Ministry of Culture develop Plovdiv’s potential to be a model how the innovative practices and creative LUMMIX will consist of a series of specific Bulgaria, Institute for contemporary art of a balanced slow city that achieves decisions, modern forms of art and creative art interventions in various neighbourhoods Bulgaria, French Culture Institute, Goethe better quality of life, via shared values. industries act as a means of dealing with of the city and a programme of events, an Institute, O.K. Centre for contemporary serious local problems and global challenges exhibition of light art from around the world art (Linz), Institute for contemporary art Projects in AYLIAK CITY: of present day society and develop future and performances at the Contemporary Art (Dunajvaros Hungary), Plovdiv International The projects seek to provoke innovations mapping for a sustainable and creative city. Centre in Plovdiv – the Ancient Bath. Fair, Open arts Foundation, Union of and exchange of knowledge through Famous artists from around the world will be Plovdiv artists, Architecture studio 8 ½, artistic interventions, and gain experience PLOVDIV Bienniale invited to create their own light installations Union of Bulgarian architects, Israeli Centre in different slow themes as for example: The PLOVDIV Biennale will have two inspired by the atmosphere and the messages for Digital Art (Holon), Cultural centre Slow food and organic farming/gardening; editions before 2019 – in 2015 and 2017. of the city in direct contact with the of Belgrade, New media centre KUDA Slow science, working for the benefit of the PLOVDIV Biennalе 2019 will be focused citizens. Some light installations will remain (Serbia), Ministry of science and education people, not for material gain or anyone’s on how ALL ARTS TOGETHER throughout the year, only changing their Budget: 3 Mil. EUR economic interests; Slow education – a are making the city fit for the future. environment – a year-round attraction in the Duration: projects will take rhythm adapted to the natural development PLOVDIV Biennale’s ambition is to turn city, an attractive place for night walks. place all year round. and needs of children; Slow design + into an international art forum which Slow production – increasing the time will investigate the possibilities of the Further projects in Art for a for creativity despite the rapid pace of transforming power of contemporary forgotten future: RELAX industrial and commercial activity; Rag art. The citizens’ opportunities to meet GO Digital (exploring new territories of promoting sustainable life- Fest, Handmade Day – festivals aimed at international art and culture will expand, digital and new media artistic expression); styles and an appreciation for the prolonged use of personal belongings, offering places for performances, workshops, CARGO (designing a substantial archive/ culture’s and nature’s beauty recycling and conversion of their use, and discussions, parallel programmes, and database of contemporary art in Bulgaria and the use of sustainable materials; Slow concerts. The PLOVDIV Biennale will Europe); International Fair of Innovation Ayliak City LOVE is about taking time getting to know help transform the city into a cultural hub in the Cultural and Creative industries (A the people around you; Slow Life is about in the Balkans and into an attractive tourist platform showcasing best practice initiatives Eternal cities seem to generate more time living at a slow pace without hurrying, destination for a European audience. implemented in cities that aim to unlock the for actual living without too much of the and keeping stress at bay in a sustainable, potential of cultural and creative industries.); hustle and bustle of the 21st century. Eternal green and healthy environment (activities: LUMMIX – Light Festival Literature in the contemporary context cities are not slow-paced. Eternal cities do Festival of Happiness, The Ayliak-/Take- in the neighbourhoods (Big international conference with popular not hurry, either. They recognize, appreciate It-Easy-Festival, Children’s International Each one of us a little sparkle – all of us contemporary authors and publishers ); and protect their own pace in history. Science Festival); Strategic meetings together a great light (Jewish proverb) White Nights in Plovdiv (opening up The project-cluster is searching for the and debates involving municipal officials LUMMIX is a name that comes from the the city to an interactive artistic night fundamental mission of the city to offer and architects, business entrepreneurs combination of the word ‘lumen’ (light playground); AROUSE THE SENSES humane existence based on the different lobbying for more sustainable solutions intensity) and the word ‘mix’ – a mixture (creating “open visual and multisensory tempos of living of varying age, social, in construction, energy, transport; of expressions and art trends – video art experiments”, thus stimulating new aesthetic ethnic and cultural groups. The ultimate International conferences on a degrowth in an urban environment, light and sound experience through sensory modalities like goal is not to achieve a city with a total movement - green & slow development. installations specific for the space, light tactility, sound, balance, taste, smell). dominating speed, but a city with well- performances and photography. balanced speeds, which can develop Partners for this cluster: Salve – Centre Partners for this cluster: Istanbul through life in interconnected urban, for experience and ideas, Ayliak Festival, The Festival of Light LUMMIX aims at Foundation for Culture and Arts, Institute environmental, cultural and social activities. Handmade Day Festival Plovdiv, Festival stimulating the creative use of innovative of Tirana Biennale, Venice Biennale, Many believe Plovdiv is a city with a of Happiness, Credo Bonum (at the technology – LED, OLED screens, ROTOR Centre for Contemporary Art slow pace and should be able to preserve moment involved in Sofia’s bid), The lasers, multimedia, energy-saving (Graz), REMONT - Independent Artistic this spirit, the sense of calm (Ayliak) World Institute of Slowness, Research & sources in the field of art and life, with Association (Belgrade), Art Today for silent contemplation of beauty and Degrowth Organisation Barcelona, Union At the Plovdiv Jazz Nights Festival

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of Scientists in Bulgaria, British Council, VJ stenographers and visual artists will multinational orchestra in Plovdiv, in which involvement in community processes. Ministry of Science and Education be invited to transform this unusual city the members of the European Union Youth The project idea for Animate the City stems Budget: 200,000 EUR location into an unforgettable musical and Orchestra will take part); Festival of the from the autumn of 2012, when Plovdiv Duration: all year round. visual experience. The ICEM (Institute for Church Choirs; World symphonic music: hosted, for the first time in Bulgaria, the Computer Music and Electronic Media) at The Bulgarian Footprint (tracing Bulgarian Week of Movement, which is part of the EU EUrhythmica the renowned Folkwang University of the Artists in the worldwide music scene). initiative European Week of Movement. Arts in Essen (Germany) will be partners in Plovdiv is a city with a rich music history. developing and implementing this project. Partners for this cluster: Municipality 1. Sport and infrastructure This is where Europe’s first ever Chamber Plovdiv, Ministry of Culture Bulgaria, … is the first phase in 2014 to create Music Festival took place and exists Crossing Arts, crossing Hills Academy for Music, Dance and Fine favourable conditions for sports in the city until today. Plovdiv is called the home of The realization of a series of large-scale Arts Plovdiv, Classic Music Festival and will involve: jazz and has helped the first and one of cross-over performances, for example in Balabanov House, Chamber Music - Recycle workshops: turning waste the most famous and popular Bulgarian of world-renowned musicians like Jean- Festival, Sounds of The Ages – Rock materials into material for sports jazz groups, White Green Red, find its Michel Jarre, and choreographers like festival, Plovdiv Jazz Nights, Verdi facilities and equipment in cooperation way to the grand music stage, as well as Alain Platel will resurrect an old tradition Festival, ICEM of the Folkwang with experts and businesses. a number of world-renowned musicians from the times of communism, turning University of the Arts Essen (Germany), - Creating Paths of Health in the (e.g. jazz musician Milcho Levivev, Bunardjhika Hill into an open-air stage International Folklore Festival, London less frequented parks and territories and kaval player Teodosi Spasov). with an exciting night view over the city. Philharmonic, Wiener Symphoniker, of the hills: e.g. a historical path The EUrhythmica cluster’s ambition is to Royal Concertgebouw Amsterdam, of health passing through zones of introduce Plovdiv’s rich traditional musical Jazz Invasion/Тhe Vegetable Orchestre Philharmonique de Radio Thracian and Roman motifs. cultures to a European audience, featuring an Orchestra at the Vegetable Market France, European Union Youth Orchestra, - Expansion of bicycle lanes. In exciting programme with the participation of Jazz is part of the tradition and culture of The European Choral Association – accordance with the programme of Plovdiv world famous musicians. EUrhythmica will Plovdiv. Within the frame of the Plovdiv Europa Cantat, European Association of Municipality, expanding them also outside involve and mobilize local and European Jazz Nights Festival during the ECoC year Folklore Festivals, Spectra Foundation, the city. audience via the presentation of a variety a parallel programme called Jazz Invasion Foundation MusicArtisimo - Facilities: Eco-trails (e.g. routes in the of professional, amateur and experimental will take jazz from the concert halls and Budget: 3 Mil. EUR Rhodope Mountains), areas for beach music bands from different genres. stages to unusual places – to the streets, the Duration: all year round volleyball, mountaineering routes in EUrhythmica will take on the challenge mall, the city transport, inside trains and the city, accessibility for people with to present innovative elements in already- stations, and into the Vegetable Market. Animate the City disabilities; cleaning parks and facilities. established local festivals with a long Тhe Vegetable Orchestra at the Vegetable history, and turn them into an attraction for Market project will invite the Viennese Animate the City is a comprehensive cross- 2. Concept phase the public from abroad. Children, teenagers, musicians of the Vegetable Orchestra to sector platform that will expand our vision … is the development phase starting adults and people of different social demonstrate how to invent instruments from of sports: as a way of life, as a means in 2015 which will involve: status and ethnic background will all be vegetables, taking the music into the daily to achieve physical and mental health, - Think tanks for ideas with a focus on wrapped up in the diverse spell of European lives of the market shoppers and vendors. harmony and beauty, of body, mind and specific target groups – children, the elderly, music taking place in the whole city. spirit. The project will combine the efforts the disabled, the poor, minorities. Including Further projects in EUrhythmica: of various sectors – business, education, experts from Eastern European countries DIGITAL TUNNEL UNDER THE SPOTLIGHT (multi-media health, transport, urban infrastructure, and - Connecting to volunteer organisations To demonstrate the importance of music large-scale spectacle, aiming to draw a wide NGOs – to weave sport into the everyday and recruiting volunteers in the life of a city and the potential to spectrum of European audiences by creating lives of citizens beyond our traditional - Training programmes for young people recreate city spaces, we will close a big a new music scene from all the social and one-sided view of sport as a mechanical to become trainers for their communities thoroughfare – the tunnel on the main ethnic groups in Plovdiv); Verdi Revisited physical activity. Through the project we in healthy living, sports, and youth work city boulevard that passes underneath the (aiming at advancing and modernizing the will emphasize the potential of sports ancient theatre – and will turn it into an classical opera performances by initiating to become a driving force, stimulating 3. Culture Meets Sport in 2019 Events electronic art zone. World famous DJs, a programme for young European opera personal and social change, fostering - Festival of health and beauty electronic music composers and performers, directors); Symphonic Youth (initiating a creativity, uniting the citizens and their - Cycling events – Festival on two wheels II. Structure of the programme 50 / 51

- Free open-air training in different fields concept will be developed. A jury or of sports, dances, martial arts etc. 3) How does the city artistic advisory group – whose members - Sports events for disadvantaged people plan to choose the will have to be neutral and not involved - Park of Adventures – rope garden, projects/events, which in the proposals themselves – will assist workshops on acrobatic and circus skills the artistic director in the selection - Dance evenings and sports will constitute the process. The artistic director will be fully events for elderly people programme for the year? responsible for the concept, quality and - Representation of traditional Bulgarian, content of the artistic programme and will Turkish and Armenian games If we are granted the title we will make an have the final decision in all matters. - International cycling marathon. 500 open call for projects after the organizing participants from Slovenia, Italy, Romania, structure has been set up. We will give Partnership agreements and contracts Croatia, Serbia cycle 500 km to Plovdiv. clear and specific criteria (with emphasis between the Plovdiv 2019 Foundation - Framework programme: sports and arts on the European dimension and citizen and the selected partners will be signed involvement) and a deadline of six months after the projects have been selected. The Partners for this cluster: Plovdiv after the call. Although there will, and has majority of the projects will be put forward Municipality, ISCA (International sport to be a deadline, we will still keep an open and managed externally i.e. by cultural and culture association) – works with eye for any interesting ideas that might organisations, networks, NGOs, community 130 member organisations, NGOs, public come up later and will certainly not pass groups, independent artists and producers. and private sector; PTPI Smiles, NAVA by a chance to implement a good project. Many of the projects in the artistic – National Alliance of Volunteers, WOW programme concern sustainable solutions SPORT Plovdiv, Cycling Club Kriva Spitsa, The project call will be open for all artists, far beyond a purely artistic approach (e.g. Bikearea Association, Union of Landscape individuals, NGOs, cultural and socio- Tobacco City, Adata Island, the Community Architects, Zagreb, Slovenian and Serbian cultural operators and institutions in Plovdiv HUB). Therefore it is very important to Organisation Sport for All, Unione Italiana and the South-Central Region. Proposals us to build project management clusters Sport per Tutti (UISP), Unió Barcelonina from national operators or national involving businesses, environmental and d’Associacions Esportives (UBAE) institutions that are not based in Plovdiv educational institutions, cultural operators, Budget: 650,000 EUR will have to seek partnerships with local and the owners of old buildings etc. in Location: throughout the city, mostly and regional entities. Through our existing order to unite their potential, capacity, and outdoors in urban environments, priority European and international networks and efforts for the development of sustainable areas (the river, the hills, the rowing those of our partners we intend to make an projects for the city and the region. canal, the Rhodope mountains). open call outside Bulgaria for institutions Duration: Initiatives throughout the and artists who are interested in contributing year. Culmination – Week of movement to the programme we are putting forward. – and welcoming the finishing cyclists Prior to the open call, the Plovdiv 2019 in the first week of October. Foundation will start a communication campaign to ensure the participation of Overall estimated budget all cultural operators in the city and region, projects: 14,030,000 EUR as well as encouraging and supporting marginalized groups and communities (Roma, other minorities, the disabled, socially disadvantaged groups, the elderly) by moderated workshops in some of the Chitalishta in the residential areas.

А selection process based on coherent criteria and the existing programme III. Organisational structure 52 / 53

III. etc.). Moreover the Executive Director 1.2 If an area around will be responsible for Marketing the city is involved in Organisation and & Communication, Fundraising & Sponsorship, the Volunteer’s Programme the event, how will the and the Evaluation & Monitoring Process coordination between financing of the event – each headed by managing team members the authorities of the reporting to the Executive Director. relevant local and regional authorities be organised? 1) ORGANISATIONAL meet four times per year and monitor the As we intend to seek exchange and work of the executive management in terms cooperation with the five Regional Districts STRUCTURE of legal and financial regulations. They For now the Regional District of Plovdiv in South-Central Bulgaria (including the and the four other Regional Districts will also monitor the personnel structure Regional District around Plovdiv) we plan and request financial audits if they deem of South-Central Bulgaria have stated 1.1 What kind of structure to set up an exchange and cooperation their support but have made no financial them necessary. The Board of Directors platform of regional representatives is envisaged for the will choose a Chairman/Chairwoman. commitments so far. The coordination from these municipalities. One of the is therefore for now described on organisation responsible team members of Plovdiv 2019 will be The relationship between the organisation the level of communication with a for implementing the responsible for the communication and perspective towards future cooperation. project? What type of and the city authorities is reflected in the coordination of this platform. Meetings Board of Directors. It is the body in which should take place on a regular basis and relationship will it have the city authorities will be represented The coordination between the supporting with the city authorities? ensure the communication about cooperation partners from the region involved in without compromising the independence projects, co-financing and co-organizing of decision-making within the foundation. this bid and the authorities on the local The current structure for Plovdiv 2019 projects and events in the region. level will be mainly organized through is an independent foundation and Furthermore we intend to appoint an the Foundation Plovdiv 2019. One The Executive Director and the Artistic advisory body consisting of public figures was set up in September 2011 with a Director are planned to operate on the same person in the team will act as a ‘regional unanimous vote of the City Council. from Plovdiv, the region, Bulgaria and coordinator’ and will ensure communication level and will have to agree on all major abroad. This body will have no decision- In the event of a positive outcome issues concerning the organisation. If there between the involved entities happens. for the candidacy of Plovdiv, the making powers but rather will advise is disagreement the Board of Directors will the executive management on their work foundation will ensure continuity and have the final decision. The Artistic Director The first step towards consistent stability in setting up a slightly different and assist the process by contributing communication was initiated on 5 and Executive Director will however have expertise, and access to their networks. structure than is currently at work. different points of emphasis in their work. December 2012 during a meeting between The artistic team is naturally at the heart of the representatives of the Regional We know how important it is to reduce the organisation and will be headed by the Districts from the South-Central Region political influence on the work of Artistic Director who will make all final of Bulgaria (Kardzhali, Plovdiv (District), the foundation in order to guarantee decisions on the programme. He/She will Pazardzhik, Smolyan and Haskovo) on independence of artistic and organisational also coordinate the cooperation partners which occasion the participants signed a decision-making for the benefit of of the artistic programme and will be declaration in support of Plovdiv 2019. transparency and clarity. For the years responsible for the event management. The Plovdiv will also sign an agreement for 2015-2020 we envisage a rather simple artistic team is likely to consist of different cooperation in all areas of economy and and lean organisation with short decision- sections (probably two or three, e.g. on culture with the city of Stara Zagora, making processes and stable governance. urban projects, traditional & contemporary which is outside of the involved territory. arts, and social innovation) according to A Board of Directors (Supervisory Board) the focus we set in our programming. In this mutual declaration our partners is going to be established, consisting of The Executive Director is planned to confirmed the willingness of the five members appointed by the City Council, have the responsibility for Finances & regions to include innovative and long- including representatives of the Roma Administration (with a Chief Financial term inter-municipal cultural and civil Foundation, representatives of the Regional Officer reporting to him and managing projects in the Strategic Development Plan District of Plovdiv, and members from the administrative section with finances of the South-Central Region – with the public institutions (e.g. university, public and controlling, human resources, IT 2019 event calendar as a stepping stone. organisations). The Board of Directors will III. Financing of the event 54 / 55

partners from Plovdiv, Bulgaria and other • Ensure sustainability of the programming During this meeting the representatives The current artistic director, Emil European countries into the programme. and involve citizens as active of the South-Central Region proposed Mirazchiev, appointed in March 2013, • Seek out synergies and participants in the cultural activities. a more sustainable cooperation by is an artist and curator educated at the funding possibilities with EU The profile set out by the Foundation designating a responsible person from Academy of Fine Arts, Sofia. He is the funded programmes. Plovdiv 2019 clearly states that the artistic each region to be in permanent contact founder and director of the Centre for • Assist and foster communication director is to take independent decisions with the future regional coordinator from Contemporary Art, Plovdiv (Ancient Bath and promotion of the projects and concerning the organisation of artistic and Plovdiv’s ECoC team. These people and Corridor Gallery) – the only centre for the overall programme to the local, programmatic activities of the foundation. together will form a team which will contemporary art in Bulgaria. He is one of national and international public. be responsible for the interregional and the founders of “Edge”, an art group that inter-municipal relations up to 2019 and has been emblematic for the development of through the events in the years to come. contemporary art in Bulgaria. Furthermore The representatives from all five he is President of the Art Today Association FINANCING OF THE EVENT Regional Districts (which in time can be and initiated the open air video art festival 2) expanded to include the representatives Façade in Plovdiv. He has realized numerous 2.1 What has been the usual annual budget for of the villages and towns who contribute exhibitions with international artists as a projects to the ECoC programme) will curator and as an artist has participated in culture in the city over the last 5 years (excluding also regularly receive newsletters and exhibitions in Hungary, the Netherlands, expenditure for the present ECoC application)? invitations to important events happening Greece, Poland, Canada, Great Britain, USA, in connection with the preparation of Portugal, India, Finland, Germany, Latvia, Plovdiv’s bid. Moreover they will be Italy, Sweden, Switzerland, Macedonia, invited at regular intervals for meetings and Serbia. He has been awarded various and updates. These meetings will allow national and international prizes and grants. face-to-face communication and especially As a member of the Union of Bulgarian be a forum for exchange and a mutual Artists and a member of the Association forum for information. We intend to of Plovdiv Artists he is well connected to continue this network beyond 2019. the local and national art scene and has a vast European and international network. 1.3 According to which His focus is clearly on contemporary visual criteria and under which arts, but the programme for Plovdiv 2019 arrangements has or will clearly indicates his interdisciplinary and open approach to other forms of art. Capital expenditure for cultural will to raise its efforts and budgets the artistic director of infrastructure is not included in these for culture to a higher level over the the event been chosen? The artistic director’s fields of action figures. The sums represent the operating next years (see also question 2.8). What is or will be his/ for 2015-2019 will comprise: expenditure for culture in Plovdiv. In this context we would like to mention her profile? When will The table shows the total costs for culture that Standard & Poor’s Ratings Services he/she take up the • Prepare, coordinate and implement in different fields: cultural programme, (S&P) on 30. August 2013 raised the appointment? What will the programme and projects archaeology, financial support for the long-term issuer credit rating on the for the European Capital of cultural institutions in Plovdiv, the museums, city of Plovdiv to ‘BBB-’ from ‘BB+’ be his/her field of action? Culture as a transparent and the Ivan Vazov Public Library, the network on strong financials, moderate debt artistically sound proposal. of community centres for culture called and an overall positive outlook. The criteria according to which we have • Select proposed projects according to a Chitalishta, the City Art Gallery, the chosen the artistic director included his set of transparent criteria and develop Zoological Garden, the “Trakia” folklore Apart from the above, there are some experience in managing international artistic projects with the artistic team(s). ensemble, and also included is the budget of the largest cultural institutions in the projects and exhibitions, his connections • Ensure artistic excellence and for the regular festivals in the city organized city that receive grants from the central and networks on the local, national and a European dimension of the by the municipal Culture Department. government which raises the cultural international level, his communication programme that appeals to audiences The over 1 mil. euro difference in the power of the city considerably and skills as a team player and his participatory beyond Plovdiv and Bulgaria. budget between 2012 and 2013 is a cannot be expressed in the figures above. approach to the arts and culture. • Coordinate and include cooperation direct effect of the municipality’s clear Some examples (figures in euro): III. Financing of the event 56 / 57 2.2 Please explain the overall budget for the European Capital of Culture project (i.e. funds that are specifically set aside for the project).

The calculated operating expenditure do not intend to reduce funding for any does not contain funds from the city’s cultural institution to generate funds for regular annual budget for culture. Only ECoC projects in the next seven years. the money that is labelled exclusively for the ECoC activities has been added. Some [In case the city is planning to use projects and initiatives are planned to be funds from the usual annual budget for organized in partnership with municipal culture to co- finance the ECoC project, and state cultural institutions and that please indicate the amount which will be means they will be co-financed by these taken from the usual annual budget for institutions. These costs are not included culture from the year of the submission in the figures mentioned in table 2.2. We of the bid to 2019 included: 0 Euros]

We did not include any capital expenditures reconstruction of this building. Another 12 for cultural infrastructure, however, million euros have been allocated for the during the years 2009-2013 two important Multifunctional facility that is currently buildings were totally renovated: the being constructed in Plovdiv. An expected Archaeological museum which is now total of 30 million euros will be invested one of the most progressive museums on in this structure before the year 2015. In the Balkans and one of the oldest cultural 2012 part of the Ancient Theatre in the city The contribution from the city is participate in the process with their own institutions in Bulgaria, and also the was refurbished including new lighting. composed of a sum of 7,300,000 euros funds through joint initiatives but at this City House of Culture which has a new allocated exclusively for the operating stage this figure cannot be calculated exactly. concert hall, exhibition spaces and places expenditure of the ECoC and 14,612,863 **We calculate here the Melina Mercouri for amateur ensembles in the city. Nine euros allocated for capital expenditure. Prize if awarded. Other income from the million euros have been invested in the *Regional authorities do not redistribute EU are direct funds from Brussels (Creative money for the ECoC project or the Europe and others as stated in question I.10) municipality. However, because Plovdiv is and EU Regional Development Funds that supported by many municipalities from the might be used for specific Plovdiv 2019 South-Central Region of Bulgaria, they will projects. They are not included in this figure. III. Financing of the event 58 / 59

2.3. Please explain the operating budget for the ECoC project.

a) Overall operating expenditure:

b) Planned timetable for spending operating expenditure:

2.4. Overall capital expenditure:

The table exclusively contains financial is independent of the capital expenditure If appropriate, please insert a table here that what type of capital expenditure over the commitment from the city and the and neither will be able to cross- specifies which amounts will be spent for years from the application to the ECoC year. government. EU and other co-financing is finance projects in the other section. not included. The operating expenditure III. Financing of the event 60 / 61

2.5 Have the public finance lack the understanding that their funds for that an amount, specified by the manufacturer, 3.2. Acting as patrons and responsible authorities (city, region, culture would add a surplus value to their of each product sold serves as financial project-partners for specific cultural activities. In this sense, the attraction of support of the project Plovdiv 2019 – and projects of the programme. state) already voted companies in Plovdiv for the ECoC and the at the same time publicize their support 3.3. Communicating with the entire on or made financial motto ‘Plovdiv Together’ will also present for the initiative through their product. network of clubs in other cities commitments? If not, an opportunity to change their own funding 1.2. Providing funds (in return the (within Bulgaria and Europe). when will they do so? policies from a social to a more cultural focus. companies have the opportunity to All potential partners in Plovdiv – Through the European Capital of Culture reduce their taxable profit by 10%). companies, bilateral trade agencies, The City Council of Plovdiv has unanimously programme we aim at presenting a cultural 1.3. Sponsoring special services for partners industrial chambers and service clubs voted for guaranteed financial contributions cause with a European dimension. We want and guests artists – accommodation, food have their own communication channels to the operating expenditure of 7.3 Mil. EUR to animate companies to connect to our and transportation, taking on the expenses for (websites, newsletters, billboards) (14,278,00 BGN) for the years 2014-2020 European cultural projects and at the same advertising and promotional products etc. where they will be asked to upload the on 1st August 2013. This sum is additional time make their product more recognizable 1.4. Providing specialists and experts logo of Plovdiv 2019 as well as share to the usual annual cultural budget and and desirable for a European market. for projects, legal advice, finances. information related to the candidacy. exclusively allocated for the European Capital Recent analyses show that the cultural 1.5. Organising campaigns for of Culture activities. In addition the city operators so far have been basically passive cleaning and landscaping the city. 4. Implementation of Crowdfunding will contribute 14,612,863 EUR in capital recipients of funds from the business instead of The Plovdiv ECoC team and the city expenditure so that a total contribution of using the projects for long-term relationships 2. Sponsoring/fundraising with administration, particularly the Culture 21,912,863 EUR from the city is guaranteed. with the business and offering new ideas – bilateral trade agencies and industry department, plan to introduce a crowdfunding The Regional District of Plovdiv comprising for aestheticizing the working environment, organisations based in Plovdiv platform which could be used as a means to 17 municipalities and the five Regional fostering innovations, elaborating new ways There are numerous examples for partners, include the general public in the process of Districts in South-Central Bulgaria that support of carrying out business holidays and events, which in part, we have already established funding various projects in the area of art, sport the bid are not allowed to redistribute money stimulating creativity on the working floor. contacts with. For example: the German- and culture in general. The website will be to municipalities by Bulgarian law. In the event We will change this passive attitude and Bulgarian Chamber of Commerce, the used to support projects throughout the period that we are awarded the title, the supporting launch the European Capital of Culture as Italian-Bulgarian Chamber of Commerce between 2015 and 2019, and it could become municipalities can contribute projects and a stepping-stone to convince sponsors of – Confindustria, the Bulgarian-Russian a permanent tool for sponsoring numerous financing to the programme. In a possible 2nd fundraising with a long-term perspective, and Business Club, the Bulgarian-Turkish projects. There are several advantages in using round these contributions will be clarified. to convince the sponsored institutions and Business Club, the Greek-Bulgarian Business a crowdfunding platform as a fundraising The National Government has not made cultural operators to become more pro-active Club, the Bulgarian Chamber of Commerce instrument such as: it includes the general a clear statement about their contribution in seeking funding from private entities. and Industry, The Chamber of Installation public of all ages and social status, it proves yet. We have made a conservative estimate Specialists in Bulgaria (CISB), Bulgarian the concept to be inclusive, it provides free of a contribution of 10 Mil. EUR. The plan for raising funds for the initiative National Association Essential Oils, Perfumery PR for the city events, it serves as a marketing European Capital of Culture will be and Cosmetics (BNAEOPC), Bulgarian tool, it provides access to capital, it can be 2.6 What is the plan implemented on the basis of active Construction Chamber. Possible activities: implemented in several languages and thus will for involving sponsors partnerships with businesses, service 2.1. Organizing mailing activities directed reach people from all over Europe and beyond. clubs and other partners. On the basis at members – keeping them informed in the event? of reciprocal benefits we will exploit all through newsletters, flyers, direct contacts. 5. Development of a public fund for forms of sponsoring and fundraising. Some 2.2. Organizing sponsorship/fundraising project grants as a long-term strategy The process of the implementation of the examples of strategies that we will work on: events with the member companies. – possibly as an outcome of the ECoC and programme for Plovdiv’s bid for European 2.3. Connecting member companies with as a sustainable structure for the years after Capital of Culture implies a campaign for 1. Sponsoring/fundraising from companies specific projects where in-kind sponsoring is the event. The public fund will manage overcoming the inertness of private business Synergies and support can be created with useful with the products the company offers. resources provided by a number of donators regarding its support for Plovdiv’s culture in companies on the level of business, education, and will grant funding to civil initiatives. general and the bid for ECoC in particular. culture, and innovations. Possible supportive 3. Sponsoring/fundraising with service clubs The reasons for this are related to the PR and actions from the companies will be: Service clubs like Rotary, Lions, Round The public fund could be installed with advertising departments of large companies 1.1. Branding – well-known Plovdiv brands Table, Soroptimist and others can be the funding that the city has allocated for from Plovdiv, which are not located in in the FMCG (fast-moving consumer goods) very helpful and give access to other the ECoC for 2020 to create a sustainable Plovdiv but in Sofia. Consequently they are sector will be offered the chance to print on networks. Possible activities: structure that continues the cultural work not sensitive to local initiatives, and often the labels of their products the information 3.1. Organizing fundraising campaigns of the Plovdiv 2019 Foundation. IV. 2.7 According to what timetable should the income be City infrastructure 62 / 63 received by the city and/or the body responsible for preparing and implementing the ECoC project if the IV. city receives the title of European Capital of Culture? City infrastructure a) Income to be used to cover operating expenses

1) What are the city‘s and domestic locations; bus stations assets in terms of North, South and Rhodope. accessibility (regional, Bicycle national and international There is a two-way bicycle lane on one of The table does not include the year 2020 and described in question 2.6 of this section (see transport)? the main boulevards in the city – Bulgaria beyond, when we will receive 510,790 EUR under 5.) as a sustainable continuation of blvd. There is one more bicycle lane in (the rest of 7.3 million EUR) that could be the Plovdiv 2019 structures. Plovdiv – along Iztochen blvd., which used to establish a public foundation as The formation of the city’s transport is also a main thoroughfare. In recent system is a result of its historic years the building of bicycle lanes has b) Income to be used to cover capital expenditure development and its location on a been included, where possible, in all main international crossroads – a projects concerning the reconstruction European transport corridor in an east- of Plovdiv’s streets. A large EU-project, west direction, as well as the strongly concerning public transport, won by developed regional and national Plovdiv Municipality, envisages new transport links from north to south. 48 km long bicycle lanes in the city. The strategic location of Plovdiv Although it is hard to design a constant has made the city an important bicycle traffic system, there are new transport centre both in the past and roads linking the city centre with the nowadays. The Maritza River, which sport, recreation and labour zones and flows through the city, has been an with the educational institutions. The As for the capital expenditure incomes, The reason why the income figure from important factor for urban development, proposed bicycle lanes will pass along we have only calculated the actual budgets the city in table b) is so high for 2014 having influenced the transportation parks and the broad dividing lines of that we know of now, and which we can and lowers over the years is that many services in the whole region. several more central boulevards as well guarantee. We have no figures yet, about important infrastructure projects will be as toward the rowing canal where the which funding might be added by projects finished in 2014 and the following years Road Transport longest bicycle lane in the city is located. implemented under the EU structural funds to be ready for 2019. These are figures An international route passing just north framework which are currently being we can now guarantee. However, the city of the city in a west-east direction is Rail transport negotiated. This also applies to table a) – might allocate more funds for infrastructure the E80 (A1) road, which links Sofia Plovdiv is an integral part of several there might be funding from the Creative depending on the priorities identified for with the Black Sea port of Burgas and national and international rail networks, Europe programme and others. In a possible the new programme period 2014-2020. which, east of Plovdiv, branches south to such as Paris – Milano – Belgrade – second round we will specify these figures. Istanbul via Haskovo. This international Sofia – Istanbul – Ankara, along which route will soon be further developed passengers and goods are transported. 2.8 Which amount of the usual overall annual budget with EU funds in order to make access The city is also located on one of the does the city intend to spend for culture after the ECoC to the Southern Black Sea even faster. shortest railroads linking the capital Sofia year (in euros and in % of the overall annual budget)? In a north-south direction to the east with the Southern Black Sea and Turkey. of Plovdiv, the E85 connects northern Because this is part of an international The ambition of the City of Plovdiv is to this equals 6 mil. euro). The surplus is to be Europe across the Danube, with Greece route, it is expected that over the next increase the annual cultural budget after spent on keeping the international cultural and Turkey. There are three main bus few years this railroad will become one 2019 to 6% of the overall annual budget exposure of the city and for legacy activities. stations in the city which utilise these of the fastest in Bulgaria, through the (assuming it stays at around 100 mil./p.a. routes to service both international implementation of various infrastructural IV. City infrastructure 64 / 65 projects financed by EU programmes. a shuttle bus for the passengers of The rail transport serves the citizens of all international airlines, in cases 2) What is the city’s absorption capacity Plovdiv through four railway stations. when Plovdiv is used as a back-up in terms of tourist accommodation? The rail network is very well developed airport for the capital Sofia or for reaching more remote settlements in the any other airport in the country. European Capital of Culture in 2019. In whole region - a priceless resource for With 4,000 beds in the city and more than 9,000 in the Regional District, Plovdiv the city there are 101 hotels and hostels further developments in public transport. Public Transport including private rooms, guest houses, as Plovdiv is served by a high-quality has the capacity to meet the needs of all guests and tourists should it become a well as two 5-star hotels, six 4-star, 39 Plovdiv Airport public transport network which 3-star, 20 2-star and 24 1-star hotels. Plovdiv has an international airport that consists of well-developed municipal, is situated 10 kilometers southwest of regional and national transportation the city. The distance to the capital Sofia systems with sufficient capacity is 130 km, which takes around an hour to meet passenger’s needs. and a half by road. Around a kilometer Public transport includes buses and away from the airport terminal there mini-buses. These mini buses travel is a railway station on the Plovdiv- along a defined route but are faster Asenovgrad line. The popular Bulgarian than buses because they don’t stop at resorts Pamporovo, Borovetz and each bus-stop but only at a passenger’s Bansko are situated respectively 60, 90 request. There are regular bus routes and 140 km away from the airport. which access even the most remote areas There are regular flights from Plovdiv in the city and the nearby villages. airport to London, and until recently there were also flights to Milan and Frankfurt, and this is one of the main challenges of the city – to involve the other municipalities in the region in cooperating with the restoration of old and opening of new flight routes. The airport also specializes in charter flights to Bulgarian mountain ski resorts during the winter season from December to April. Plovdiv airport has a modern and functional airline terminal and provides A part of Plovdiv’s transport network Plovdiv and the surrounding area have the Thracian tourist area. This would offer a huge touristic potential to promote new opportunities for inclusion in different themselves as a vibrant, young, tourist packages, since so far it has been contemporary artistic region with plenty of undervalued as a location, and considered space for leisure and relaxation and on top of suitable only for day visits with little to that, with a huge historical heritage. Plovdiv encourage visitors to stay overnight. can attract new target groups and position itself and the region as an attractive culture So the large potential remains somewhat and leisure destination with affordable untapped due to the lack of a broader offers – if we can stop relying on the age-old strategic approach, lack of marketing fame of being one of the oldest living cities strategies, underdeveloped infrastructure in the world. Plovdiv can be self-confident (mainly low quality of roads to historical and strengthen its position as the Heart of and touristic sites, some of which are IV. City infrastructure 66 / 67 important and famous, but are not easily tourism is one of the fastest growing What projects are to for volleyball, handball, basketball and accessible) and lack of a joint effort by the sectors in the region and the ECoC bid 3) many other sports. An Olympic size cycling local authorities and tourist operators for will serve as a catalyst for this process. be carried out between track will be built and the unit will also be the protection, promotion and revitalization The fact that Plovdiv has excess now and the year for which suitable for cultural events. The construction of the historic and natural landmarks in accommodation capacity and the highest the city is applying for the of the hall will be finished by the end of the South Central region of Bulgaria. number of restaurants and clubs per capita in title of European Capital of 2013. We have received support from the local the whole country shows that we could easily Culture in terms of urban authorities in the entire region for the be ready for the ECoC crowds in 2019. A major reconstruction of the City House sustainable development of tourism and and tourism infrastructure, of Culture, which is also the home of culture, which is currently being integrated The city’s current standard touristic products including renovation? Plovdiv Opera, has been recently completed. in the regional development plan for 2020. consist mainly of cultural tourism however, What is the planned The main hall has been provided with people also come to visit the religious sites, timetable for this work? special acoustics and lighting and in the This shows that the process of overcoming business conventions, spas and vinyards. building there is a modern showroom, a this lack of communication has begun, As a tourist destination Plovdiv is still not ballet hall, rehearsal rooms for amateur thanks to the ECoC bid. We plan to popular on the European touristic market, One of the major infrastructure projects that ensembles and many other conveniences. establish additional communication although it could become a city that builds we plan to implement in 2019 is the creation The City House of Culture is fully channels between the local authorities up an image of hospitality and calmness, of a social-cultural centre (Community accessible to people with disabilities. in the region and the tourist operators being a place filled with artistic atmosphere HUB) in the largest Roma quarter in One of the tallest buildings in the city to initiate their further cooperation. For and suitable for a longer stay, because it Europe, situated in the heart of Plovdiv, centre, which currently houses the us this is crucial and winning the ECoC combines the features of big city life and Stolipinovo. The centre will be based on an majority of the municipal administration, title will undoubtedly facilitate the the tranquility of a countryside oasis. existing structure, which is currently being is considered by many Plovdivians and process through increased pressure. refurbished and turned into a community foreign guests to be a symbol of socialism. An objective for Plovdiv is to increase the With many of the events in our 2019 centre. In the years up to 2019 we want to The concert hall, which is located in this duration of tourist visits to more than a day. programme, which will be connected to sites develop a Community HUB which serves building, has a relatively small capacity One of the main problems for Plovdiv is that in Plovdiv and the South-Central Region not only as a service and gathering place and needs reconstruction. The municipality the visitors do not stay overnight due to lack of Bulgaria, we will initiate sustainable for the Roma/Turk population but becomes has already allocated funds to finalize the of promotion, information and organisation tourism marketing, so that 2019 will be a cultural centre for all groups in the city. changes in the vision of the central city by the tourist operators whose services they seen as a breakthrough year for tourist Our vision for this centre is on the one hand square. The projects include an overhaul of use. According to recent research undertaken activities in the years after the event. decentralizing cultural life of the city and the buildings and their facades so that they by the Plovdiv Municipality many visitors Plovdiv has hosted the first international focusing this intellectual and artistic centre correspond to the architectural style of the do not plan a longer stay beforehand because meetings of travel agencies and tour in the heart of Roma community, and on the rest of the buildings in this central city area. they are not informed about Plovdiv’s operators in Bulgaria, which promote the other hand preserving the cultural identity interesting sights and cultural events. city’s possibilities and attractions as a of this ethnic group without interrupting А new economic cluster in the sphere This is already changing through efforts tourist destination directly to the relevant the process of its integration. The centre of Food Technology is being planned in to make information more easily available people. Thus the city is consolidating will provide space to live the ethnic identity a 77 acre underdeveloped area (former for tourists and tourist operators alike. its image as a favourable destination for of the Roma community – presentation of military premises) in Plovdiv near one Plovdiv is also a suitable destination tour operators in Bulgaria and abroad. Roma songs, dances, restoring some of the of the Roma quarters – the Food Tech especially for religious tourism as the city The “Tourism” municipal enterprise is traditional Roma crafts etc. Moreover, the Park Plovdiv. Along with the building and its region are rich in religious sites. responsible for the promotion of the city and municipality intends to implement a multi- of high-tech enterprises, research An example is the town of Asenovgrad, its region, taking part in different tourism level infrastructural strategy for the Roma facilities and laboratories in this territory situated only 18 km South of Plovdiv, forums all over the world, representing quarters in which renovation of streets and between two districts of Plovdiv, new which boasts the incredible number of 5 Plovdiv at tourism trade shows and fairs, the construction of new housing is planned. residential buildings will be built. Many monasteries, 15 churches and 58 chapels. increasing the number of publications of the architects in the city see this area When it comes to the entire region there and PR-materials about Plovdiv in the At present, a unique multifunctional as a potential secondary urban centre is an abundance of historical, cultural, most significant tourism related media. sports and cultural facility is being built. where new cultural venues should be archaeological, religious and natural If we want to attract new audiences and It was designed under the guidance of the developed along with the economic use. sites, some of which are rarely visited as a new tourist clientele we will have to renowned Dutch architect Sander Dauman a result of poor infrastructure and weak talk about imagery, texts and translations and will comprise 9,000 seats and 3,000 Plovdiv has traditionally been the host of promotion. However, according to Eurostat, of the PR-material. And we will. square metres of combined sports space European and world rowing championships V. Communication strategy 68 / 69 and many Plovdivians are famous all over years – during the new European funds V. the world for their achievements in this programme period 2014-2020. sport. The city is well-known for its modern Communication rowing canal, recently renovated according The largest urban park in the city centre to the highest standards applicable for such was created in 1892 by landscape specialist large-scale events. The facility is to be Lucien Schevallas. Now, more than one strategy duplicated by constructing a parallel canal, hundred years later, a refurbishment project which will further enhance its reputation and worth over 4.5 million euro has been will establish the sports complex in Plovdiv started. It includes the restoration of the 1) What is the city‘s of ‘cultural education’ on the other. as one of the best facilities in Europe. The ‘Singing fountains’ and an underground intended communication By cultural education we mean the project is worth around 6 million euro parking lot. Several other parks in the strong inward orientation of cultural and is scheduled to start in early 2014. city are currently refurbished and six strategy for the European policy and the question of how to more have been restored under a project Capital of Culture event? involve the inhabitants of Plovdiv in At the time of writing, designs for a of the European Economic Area. cultural reception and production. This is third Tourist Information Centre are fundamental for building a strong identity being completed and the building will A large-scale European transport project, Setting and connection to the city – especially be situated in close proximity to the won in 2012 by Plovdiv Municipality, is We will make the motto ‘Plovdiv in these days of major global changes. Roman Stadium in the city centre. New being implemented. It includes centralized Together’ a guideline and inspiration The inward orientation is also essential for Tourist routes will lead from various management of public transport, electronic for our communication strategy. further activities in ‘cultural tourism’, for sights to the Ancient Theatre, located fare payment, placing timetables at the The communication for Plovdiv 2019 wants which committed and connected inhabitants in the heart of the Old Town. A project bus-stops and the changing of traffic- to actively promote and contribute to, but are needed. The inward orientation of for elaborating and placing more than lights. The project, which is worth around not patronize public discourse, dialogue and cultural education will also balance the 70 information boards at the most 22 million euros, also envisages the cooperation between citizens in Plovdiv strong outside orientation of ‘cultural important tourist sites in the city will construction of 48 km of bicycle lanes. and the South-Central Region, artists and tourism’, which in the long run can lead be completed by the end of 2013. NGOs, cultural operators, municipal, to a feeling of local identity combined regional and national institutions and last with a global mindset and with a feeling Plovdiv is known as ‘the city on seven but not least – the European public. of a shared European added value. hills’. Some of these territories, however, We do not want to overload our are neglected and hidden. In order to Our communication policy is devoted to communication with too many tasks, but we change this, the municipality is preparing a cherishing the values of openness and would like to make an approach that lays project under a Norwegian programme for reciprocity. Communication for us includes a the foundations for future communication rehabilitation of Nebet Tepe Hill, which is ‘fifth element’ as one of the most important: efforts beyond the European Capital of part of the old town. The ancient remains the feedback from those we communicate Culture, and which can also be of use of a Thracian fortress were revealed there with. We find the fifth element essential in in case we do not get shortlisted. many years ago and were left unprotected. our attempt to foster citizen participation. Revitalization processes on two other city Grassroots principle hills are currently being executed – planting Strategic approach For us all this means that we have to trees, installing new lighting, more alleys, The short- and medium-term goals of communicate with the citizens of Plovdiv children’s playgrounds and street fitness the communication must obviously be to and the surrounding region first and facilities. communicate the activities and programme gain their trust, their enthusiasm and of the European Capital of Culture – but their participation in order to make the The restoration of the visible part of there is a deeper and longer-term goal communication with our fellow European the Roman stadium, located in the city in our communication for us as well: citizens a shared cause of all Plovdivians. centre, is also part of the same Norwegian programme. The larger part of the The new Cultural Strategy (as well Just as Plovdiv is a city of different ethnic stadium is situated under the main street as some objectives of Plovdiv 2019) and religious groups, different social of the city. There are plans to reveal and will focus on the one hand on the groups, groups with different tempos expose it as a new archaeological site and outward orientation of ‘cultural and mindsets, our communication will underground museum in the forthcoming tourism’ and on the inward orientation also have to be multi-faceted and varied, V. Communication strategy 70 / 71 speaking in the right language to each Partners and Stakeholders At home and abroad population and the indirect one with of the target groups and stakeholders. With our partners and stakeholders we communities connected through want to become allies in a cause that will Local and regional level the Internet and expand our efforts Some underlying guidelines benefit our citizens, the city and region Plovdivians are spontaneous – our Ayliak more into the suburbs, into the towns that will help us navigate: and strengthen our links with Europe. attitude allows us to enjoy whatever of and villages around Plovdiv. The Foundation Plovdiv 2019 has been interest comes our way and it is not difficult • Actively involve specific groups: working closely with partners from the to arouse curiosity among those people who National and European level young people, minority groups, the city and region already during the past and are interested in culture by open air activities Communication on the European level in unemployed, disabled people; present phases of the candidacy. We have – people will always find time to enjoy some order to attract a European audience to • Attract new audiences to events and thus signed more than 50 partnership agreements music or street artists, or have a little chat come to Plovdiv is our biggest challenge. lower the percentage of people who are with different organisations and networks about the latest events in the city. We will Therefore a main focus of communication not involved in the cultural life at all; and intend to expand our contacts further. use this way of direct communication with must be on tourism communication. As • Provide access to information and Our partners and stakeholders will be: people and expand it to the neighbourhoods mentioned before, the cultural strategy will broad participation in the suburbs and and residential areas where people normally comprise the development of a “cultural the surrounding towns and not only in • The municipality of Plovdiv, do not get into contact with culture easily. tourism” and a new positioning of Plovdiv the city centre; decentralizing culture municipal, regional and national on the map of tourist destinations. We means decentralizing communication. authorities and institutions We have had good experiences with will work closely together with the • Cultural institutions in Plovdiv our communication activities so far – municipal tourism agency and private Target Groups and and Bulgaria – museums, galleries, Plovdivians and people in southern Bulgaria tour operators for synergies and aligned Stakeholders libraries, theatres, opera houses, like the direct and personal approach – small development and communication of publishing houses, the community artistic interventions like an installation products in print and digital media, centres (Chitalishta), NGOs, Target Groups of old record players along the main representations at tourism trade shows socio-cultural institutions, youth street turned into a favourite initiative of and other activities – for example special Next to the special target groups defined organisations, universities, religious in I.11, our communication target groups Plovdivians, who organized themselves tours for European travel journalists and ethnic communities in the city through social networks, brought their to Plovdiv and the region in 2018 and comprise the local, regional, national • Individual artists and free and European level and consequently old record players and LPs and made 2019, or the already existing international artist groups/companies this their art and communication event. tour operator conferences in Plovdiv. need target-group-specific messages and • Tourism organisations, tour approaches. The target groups are: operators, hoteliers, restaurateurs, • The citizens of Plovdiv We have seen that this kind of hands-on The good contacts and cooperation plans logistic companies approach works in the suburbs as well: we we have made with the Italian candidate • The citizens of the Regional Districts • The business community, investors across South-Central Bulgaria took the German born Sicilian piano artist cities at the conference in Plovdiv in June and sponsors (local, regional and Davide Martello (travelling through Europe this year will be kept up if we get the • Specific target groups – minorities, national – also international companies young people, the unemployed, people in his bus and trailer with his pianoforte on title. We can surely create communication located in Plovdiv/the region) wheels) to places where culture normally synergies with the Italian ECoC – through with disabilities (see also question I.11) • Professional and trade organisations, • Audience from other Bulgarian does not reach – on one of the hills of joint presentations at tourism fairs and chambers of commerce, trade unions Plovdiv, to the busiest traffic intersection, conferences. Joint Facebook groups and cities / national tourists • The media (local, national and European) • Special interest groups from Bulgaria to a pedestrian bridge near the rowing canal other digital activities can grow into • The Italian European Capital and to the largest Roma ghetto in Europe, important communication tools and even and abroad (business people, scientists, of Culture 2019 artists, researchers, sportsmen Stolipinovo – where many of the people create independent project initiatives • European partners and networks of had never seen a pianoforte before in their among young people – including who come to Plovdiv for other the cultural operators in Plovdiv reasons than ECoC or tourism) whole life and asked him whether he could alternative accommodation (couch surfing • European citizens, artists, take up gypsy tunes into his more classic principle) and many other ideas. • European tourists specialists and institutions who • Special interest groups like ethnic repertoire… Thousands of Plovdivians participate in our projects attended the concerts and Davide Martello’s ‘Diaspora’ is our special programme on how and minority communities in • European institutions Europe and their organisations over 22,000 Facebook-fans could follow his to approach Plovdivians living elsewhere • Past, current and future European enthusiastic reports about Plovdiv. His fans in Bulgaria and elsewhere in Europe and • Bulgarians who live in other Capitals of Culture and candidates European countries certainly know about our candidacy now. to make them ambassadors for Plovdiv. We will keep up this kind of direct There are thousands of Plovdivians living communication with the Plovdivian across the world who we can reach through V. Communication strategy 72 / 73 expanding the links of the recently set up in the region, to increase media coverage to blog on our website about their the Old Town Plovdiv Institute, the Association of Plovdivians Living Abroad, • Initiation of partnership projects with experiences in and around Plovdiv. two tourist information centres and starting different campaigns (e.g. through foreign cultural organisations based all private tour operators directly social media) for uniting and activating the in Bulgaria and foreign diplomatic We will integrate elements from our projects inform domestic and foreign tourists participation of Plovdiv migrants abroad. services and cultural attachés on our website as a window to show Europe about ECoC in the run-up to 2019 We can ask them to make their friends and • Plovdiv 2019 is in contact with a Belgian what is going on – e.g. live streaming of • Creating synergies and alignment networks aware of Plovdiv as a European project (www.hello-europe.org), which the radio programmes that the children between the communication Capital of Culture and help promote aims to connect people in Europe by broadcast in the project Children City on strategies of the cultural institutes and interest in and travel to Plovdiv. Another video streaming from various cities the Youth Hill; putting pictures of the art organisations with the foundation’s aim is also finding artists and talented across Europe. 24 hours and 7 days works that are made for and during the year communication strategy Bulgarians living abroad and stimulating a week on a huge screen, citizens in 2019 and creating a virtual museum – with them to participate in our productions Plovdiv will be able to see live footage a tool that allows users to create their own, Media Partnerships and perhaps even to come back to stay. of many European cities, while cameras personal collection (like on the website We have excellent cooperation with local For now we have already gathered a will send live streaming from Plovdiv. of the Rijksmuseum in Amsterdam). and regional media, having their support support group consisting of more than a People will be able to communicate and good coverage of our activities. We hundred celebrities, artists, sportsmen, directly via the screen; concerts, flash- Social Networks have also negotiated a media partnership musicians and public figures who are mobs and street-art can be streamed. A Our Facebook group and site give us the with the most influential newspaper in going to be multipliers and attract more perfect means of direct communication most direct opportunity to discuss and Southern Bulgaria “Maritza”, the most people to join from the Diaspora. with other citizens in Europe! interact with our friends, partners and frequented websites for news, lifestyle followers and turn them into an active and and culture, plovdiv24.bg, podtepeto.com, Our aim is to communicate in an Ayliak Communication Tools vigorous group with participation in the and marica.bg, and the regional editions way, to show a relaxed, joyful and artistic activities that Plovdiv 2019 organizes. of the digital versions of the two national atmosphere of the city in a way to create and Channels radio stations – Radio Plovdiv and Darik enthusiasm and curiosity to explore PR and Media Plovdiv, as well as with the local branch Plovdiv for as many of our Bulgarian and Website Activities in the field of PR and of the national TV – BNT 2. Next to the European co-citizens as possible – if we Our website is the most important media that we envisage are: regular coverage of Plovdiv 2019 initiatives, can spark the fire and energy that Plovdiv communication tool. All activities of these media provide space and time for and many citizens here, especially young Plovdiv 2019 will be gathered here in • Negotiating media partnerships appearances on programmes, interviews, and creative people have we can really Bulgarian and English. After the final throughout the entire campaign, regular columns with information about make people visit Plovdiv, tell their friends selection we will expand it by using an as well as for individual events events, announcements, etc. The regional and – once they have fallen in love with open source tool so that artists, citizens, and projects in the programme branches of national media supply their Plovdiv – make them come again. cultural operators, hoteliers, and tour • Hosting regular press conferences central offices with information and operators will be able to contribute. on the initiatives for 2019 footage from our events. Another media Further measures and ideas: • Providing festivals and cultural forums partner in Plovdiv is mediacafe.bg. At the moment there is no website that with advertising material on 2019 • Promotion material about Plovdiv 2019 unites all cultural activities in the city • Open Door Days at the Foundation in As Bulgaria has a very centralized media to be distributed by business people and at the same time integrates the the beautiful Old Town – already during system we will have to be patient with travelling to other European countries, towns and villages in the region. Plovdiv the bid we frequently organize meetings negotiating partnerships with nationwide scientists from universities who visit 2019 is a chance to develop the existing with artists, musicians, architects, etc. broadcasters until such time as we are international conferences, Bulgarian platform into an integral tool that unites and host focus groups and discussion appointed European Capital of Culture. diplomats and embassies abroad not only municipal activities, but all clubs in different areas of art and science We are currently trying to strengthen our • A PR and communication campaign other NGO and free scene activities as • Promoting the logo and the slogan of ties with the national newspapers Trud, visiting Bulgarian embassies and well – and those of the ECoC in 2019. Plovdiv 2019 in all cultural activities of 24 Chasa, Telegraph, Standard and Pressa, organisations in other European countries the city and region in the run-up to 2019 broadcasters NOVA TV, bTV, Europa and inviting press and networks to To make our website more interesting and • Regularly updating the partners and TV and TV7, we have also been closely presentations for Plovdiv 2019. a project in itself, we will ask writers, stakeholders about aspects of the cooperating with the 24-hour cultural • Organizing press tours to Plovdiv: journalists, local artists, European artists foundation’s activities and about programme of the Bulgarian National inviting journalists from all over Europe in residence, ‘Diaspora’-Bulgarians and opportunities for collaboration. Radio – Hristo Botev. Recently we have for a weekend in Plovdiv, and the cities other interesting and interested partners • Together with the municipality, started working with some national online V. Communication strategy 74 / 75 news agencies: Focus, Cross and BTA, that there will be as many as possible public groups pages will be published in media, later also of European media which have regular columns on culture. spaces with free wi-fi. Meanwhile web popular regional and national websites. is an on-going process, so that at From a wide range of national internet designers will develop various applications • Advertising in the broadcast the end of 2019/beginning of 2020 sites we are counting on dnevnik.bg, for smartphones on different topics such media – radio and TV spots and we can evaluate communication with its valuable articles and analysis on as, important urban environment sites, participation in programmes, themed performance and marketing impact. economics, social and cultural life; kultura. monuments, clubs, galleries and museums, shows and formats in cooperation bg, timeart.bg and Bulgarian-art.com and cultural events. Besides better and faster with regional and national media that are specialized on culture; kafene. conversance of places and events, this will • Outdoor Advertising – incl. branding bg, dnes.bg and cult.bg which focus on ensure the opportunity of an interactive of taxis and public transport in the lifestyle, events and entertainment to tour through these cultural and touristic city – we already have the support provide coverage of our activities, space sites as well as of online participation in of the transportation companies for advertisement and to publish our the events and initiatives part of the artistic • Merchandise and give-aways – currently events. Also important to us is the platform programme, from all over the world. our Facebook followers post photos art:box – a postal catalogue dedicated to A wide-scale project that we are planning to of themselves wearing our T-Shirts, art events and artists in Bulgaria which develop together with web designers is a 3D they send T-Shirts to their family and is being edited by different institutions, cultural map of the city containing current friends around the world who send leading to abundant and independent artistic events, as well as an option for an back photos of themselves wearing information. News on contests, open audio tour through the daily cultural calendar the T-Shirt in front of famous sites. calls and projects are also available there. and city sites. The users will be able to • Info-points will be placed in Plovdiv Festivals.bg is another online medium that like and share favourite places and events and in significant tourist flow sites we count on for two-way communication. and post their own pictures and comments in the region. The programme with We will then also approach media in other about happenings and initiatives they have cultural events, city maps of the countries like the Balkan countries, Italian visited or they would like to participate in. region, advertising and promotional media and specialized media in different materials will be offered at these European countries according to the projects Advertising points. Meanwhile we are going to or tourism activities we want to promote. To ensure visibility of Plovdiv 2019 as a work with volunteers who will help The already mentioned journalist tours for European Capital of Culture we will make Plovdiv 2019 as cultural guides foreign media and news agencies are often a use of numerous advertising measures: informing visitors of the artistic successful tool to achieve coverage abroad. programme highlights and city sites. • Printed publications – for distribution in In addition to the classic media cultural institutions, restaurants, hotels, Monitoring and Evaluation partnerships we will seek cooperation public transport, airports, airlines, trains with the national railway and national • Internet advertising and web marketing We will integrate the ‘fifth element’ of airline Bulgaria Air for advertisement – one of the basic steps in our communication, the feedback, into the placement, branding and coverage in communication is the implementation creation process of our communication tools. their onboard magazines and promotional of the innovative online marketing To that end we will make an open call for material, also, with long-distance bus approaches, social and viral internet people who want to be our feedback-group companies and logistic companies for advertising. A team of SEO (Search for advertising measures and who are willing the distribution of such material. Engine Optimization) and online to give us their honest opinion. Participation marketing experts is assuring that will be limited to a period of six months. IT innovations promoting regular, interesting and useful Plovdiv ECoC 2019 information on the current European We will also make regular surveys on Companies and experts from the high tech Capital of Culture is flowing into the impact of the different stages of the sector will collaborate with the municipality different international specialized and campaign. Currently we are discussing as well as local cultural and tour operators, popular web portals for art and culture methods and paradigms of evaluation institutions and artists to achieve a wide- as well as social networks with millions together with our Italian partners and a ranging visibility for Plovdiv 2019’s artistic of followers from all around the world. working group that has been set up the programme. Together with the business Banners and options for quick links to development of the Cultural strategy. sector the municipality has given assurances the Plovdiv 2019 website and social Media monitoring of local and national VI. Evaluation and monitoring of the event 76 / 77

2) How does the city plan winners will win a trip to Brussels VI. to ensure the visibility of and visit the European Parliament. We will organise a series of events Evaluation and the European Union, which dedicated to the European Union, for is awarding the title? example in May, which we plan to call the “Month of Europe”. The events monitoring of the event will include (but are not limited to) We will comply with the EU regulations “dressing” (wrapping) buildings in the concerning the ECoC branding of all flags of the European Union and the a) Does the city intend forecasting the future course of the project. publications and include the symbol of the member states. The lectures and seminars 3. Developing and implementing actions to set up a special to correct the course if needed. European Union in all of our publications. already mentioned can also be organised monitoring and evaluation Additionally we are planning more in May as part of the “EU School”. initiatives which will raise the profile system for the impact On the level of organisation and of the European Union in Plovdiv and We intend to put informational posters/ of the programme and implementation the main indicators will be: among all tourists and guests visiting the signs with interesting and/or historical its knock-on effects? 1. Do the carried-out activities achieve city in 2019 and the years leading up to it. facts about the EU on facades of the objectives of the project? buildings, fences (especially of schools The city intends to set up a special 2. Will the allocated budget meet As young people are a particular group and universities in the city) and bus monitoring and evaluation system that with the planned activities? we want to engage, we plan to organize stops. Such posters/signs will also will help us learn from best practices 3. Are the deadlines for each seminars and discussions with high- include information on what the EU and possible mistakes, improve the step of the project met? school and university students in Plovdiv. has done for Plovdiv and the region. quality of our work and allow citizens 4. Are the quality standards met in terms As guests lecturers we will invite well- and visitors to have their opinions of programme but also team efficiency? known political scientists from Bulgaria The best way to draw attention to the heard. There will be transparency during 5. Are all other resources utilized properly? and abroad, who specialize in studying European project is by creating a tourist the course of the monitoring and the the European Union. During the lectures site through European cooperation. There outcomes of the evaluation will be On the level of programming and short-, and seminars the students will discuss is already a project idea for a “Park of made public and accessible digitally medium- and long-term effects the main European culture, the role of the EU the Nations” on the territory of Plovdiv, (on our website) and in print (copies indicators for evaluation will be: in the peace process in Europe, what it where each embassy from European in public institutions and libraries). 1) Cultural vibrancy and sustainability means to be a European citizen and many countries in Bulgaria will be invited to 2) Cultural access and participation more related topics. Such an event will be design and maintain a garden of their The objectives of evaluation will be: 3) Identity, image and place organized annually and grow beyond the own choice, which would present their a) to secure quality of activities and 4) The philosophy and borders of Plovdiv should it be successful. country. Such a botanical garden would implementation of improvements, management of the process It will be organized in partnership with be a tourist attraction for Bulgarians and dissemination of good practices, and 5) European dimension some of the universities in the city and foreign visitors alike and has the potential systematisation of experience gained; 6) Economic impacts one of the options for funding could be of becoming a new landmark in the city. b) to make evaluation and systemized In order to facilitate comparability between the DG for Education and Culture. There experience from a large cultural project different ECoCs we have decided to are already organisations of this type with a specific Bulgarian background choose the indicators recommended in in the city, working in other areas like and involving many different fields the report “An international framework the environment, whose infrastructure (urban development, social innovation, of good practice in research and delivery and network we can use as a basis. artistic excellence, citizen participation of the European Capital of Culture This kind of “EU School” will also need etc.) available to other cultural operators programme” by The European Capitals an online platform where videos of the in Bulgaria and the Balkans. of Culture Policy Group (2009-2010). lectures and other material will be made available. In this way the reach of the Process, indicators and research tools In more detail, indicators should also programme will be extended and many The on-going monitoring process will address or fit the aesthetic qualities more people will participate in it. be executed using these steps: that are important to the community; Another aspect of the programme 1. Data gathering and analysis for the community’s human capital; the will be an essay competition among assessment of task implementation. community’s social capital; to provide students (in different age groups). The 2. Comparing results with the plan, and a long-term view of the community; to VI. Evaluation and monitoring of the event 78 / 79 address the issue of fairness and equity depending on which buttons are pushed experience and joint evaluation activities b) Does the city intend to – either between current community by citizens to evaluate the atmosphere in especially in the more creative areas. residents (intra-generational equity) or the city or specifically evaluate certain set up a special monitoring between current and future residents (inter- projects or events. Interactive visual art Research scope and evaluation system for generational equity); in the final analysis works, including screens that change Destination A: the GOALS of the Plovdiv financial management? the indicators should be understandable colour according to people’s input on 2019 project that we intend to fulfil – they to and usable by its intended audience. a connected website and streaming the constitute the principal axes organizing The monitoring and evaluation for financial The main research tools: comments people leave in virtual and paper the core of the Plovdiv 2019 project. management 2014-2020 will be executed • questionnaire surveys among guest books are other possible ideas. The monitoring and evaluation of their on a first level through the supervisory residents (city and the region) realization will be a key component of function of the Board of Directors who • stakeholder interviews Organizing the monitoring and evaluation the assessment of the entire project. may also commission financial audits by • questionnaire surveys of tourists We propose the monitoring to be done external experts if they deem it necessary. and visitors from abroad mainly by experts from an external Destination B: LONG-TERM IMPACT In addition the rules and regulations provided • surveys of cultural events research agency (possibly from an agency AND EFFECTS, such as: a) partnerships by Bulgarian law help to guarantee that (and audiences) elsewhere in the country to ensure more and networks (growth in partnerships the financial management is supervised: • reports of ‘mystery clients’ (see below) transparency and objectivity) and by established and their sustainability) b) • quantitative analyses (e.g. tickets sold, experts from the Department of Sociology long-term social effects (stronger social • Through an internal financial management accommodation booked, flights) of P. Hilendarski University in Plovdiv. cohesion; growth in ethical and aesthetic system – already established in the current • analyses of documents The monitoring and evaluating entities awareness; growth in civic awareness; Foundation via a number of internal • monitoring of the European media will be constantly in touch with Plovdiv development of attitudes to culture), c) procedures aiming at guaranteeing (Internet, print media, TV, radio) 2019 Foundation, keeping them updated development of European cultural networks, the legality and efficiency of each • monitoring of the Bulgarian media on and consulting about their activities. d) impact on other sectors (impact on expenditure. In general the system • unconventional research methods (e.g. The resulting monitoring and evaluation employment in the region, on municipal requires a “triple signature procedure”. qualitative research done by artists) mechanisms will be available for infrastructure and transport etc.) • By audits performed by the internal • analysis of social media subsequent use by Plovdiv Municipality auditing body of the Municipality • reports of independent experts and by different cultural operators. Destination C: Evaluation of the which can be requested by the governance process of Plovdiv mayor at any given time. The reports of “mystery clients” or • The monitoring and analyses will 2019 (transparency and openness; fulfilment • Through a mandatory annual financial audit “mystery shoppers” (customers who be made with a different emphasis of Plovdiv 2019 programme objectives; performed by an independent auditor by are normal clients but at the same time in each of the four periods: effectiveness and sustainability of the 31st of March each year. The auditor survey the services of the companies • preliminary period (2013-2014, undertaken actions; fulfilment of adopted will be selected by the city council. The they come into contact with) are well- when actions are mainly limited communication strategy etc.). This will be audit report will be made public via the developed instruments in business, but not to assessing the status quo before useful especially in the preparatory period register for non-governmental organisations in the field of culture. We experimented the start of the European Capital (2015-2018), because the lessons learned established by the Ministry of Justice. with this method successfully last year of Culture preparations) will help us to improve effectiveness • External audit by the Court of Auditors – during the “Autumn Arts Saloon” in • preparatory period (2015-2018) for the actual Plovdiv 2019 event. financial control carried out by the State Plovdiv and some other fests. The • year of the event (2019) Court of Auditors aimed at examining the results offer a good method to involve • post-event period (2020-2025) Destination D: Long-Term Impact efficiency and legality of the expenditures. citizens and deliver authentic insights. on the Economy of the City The Court of Auditors may also refer to the There are also some unconventional A member from the team designated as and Region; (involvement of the state financial inspections agency in cases research methods, that could allow evaluation coordinator will be responsible private sector and growth in support of irregularities discovered during the audit. us to estimate not only the official for the coordination of the evaluation with for cultural initiatives; development of statistical data, but also get feedback the external research team. The project cultural tourism; growth in involvement In order to create maximum transparency on changes in the city’s spirit, in the will be monitored and evaluated mainly and employment of professionals.) and go further than mere monitoring we will creative atmosphere and about the level by external partners as mentioned above. commission the same independent experts who of enthusiasm and inspiration among the Close cooperation will be sought with the evaluate the programme with a final evaluation city residents and the guests of the city. Statistical Office in Bulgaria and with the of the financial management at the end of 2020. Examples can be artist concepts about evaluation coordinator of the nominated machines that produce musical tunes Italian city for possible exchange of VII. Additional information 80 / 81

VII. WEAKNESSES for most people. Businesses and entrepreneurs are not used to sponsoring Additional information • Cultural events are concentrated culture yet. Culture is not seen as an in the centre of the city and are industry and a driving force for social not easy to access due to the lack innovation – just as an entertainment of links with the suburbs. for specific groups of people. 1) What, in your • We have an interesting tradition in being multicultural – with all the • Plovdiv has one of the largest Roma • Modernization processes are very opinion, are the strong quarters in Europe and it is more slow, some areas in the city are in points of the city’s problems involved. Whereas Europe is experiencing a phenomenon of what visitors call a “ghetto” with a bad infrastructural condition and application and the more and more influence from Muslim shocking resemblance to what you we are still suffering the negative parameters of its success as cultures – we have had a long tradition would rather expect in developing effects from decades of communism: European Capital of Culture in living side by side for centuries. countries or megalopolises. e.g. the old tobacco warehouses are and what, on the other decaying because ownership is unclear hand, are its weak points? • We have a strong Folkloric tradition • Roma lack opportunities for education and/or shared between many. and connections with the surrounding and jobs. This leads to poverty which in turn, encourages crime in the city. • Plovdiv is not a well-known tourist STRENGTHS agricultural countryside – which is expressed in our love of singing, dancing, destination in Europe. There isn’t good food and wine and of the beautiful • In Plovdiv we often have more different enough promotion of Plovdivian • We are ready and eager to tackle our opinions than people discussing them. tourist sites and attractions as well deficits. We have the courage to name landscape between two mountain ranges, the river and the fertile Thracian plains. Perhaps this is a general phenomenon in as of Plovdivian artists. We need what is lacking. We need this title and we Bulgaria but it is certainly not helpful. a broader media presence. are determined to make good use of it. • Plovdiv has well-developed transport • There is a shortage of eco-cultural • There aren’t enough attractions in • There is a strong will and support to links, connecting the city with other regions and municipalities. awareness among the citizens. We the city for the citizens (apart from push this bid and make it successful, don’t have the necessary respect for the archaeological ones). We need especially from a group of very natural resources and don’t pay enough more areas for sport and recreation enthusiastic representatives of the civil • Plovdiv is positioned at an interesting geostrategic location – at the crossroads attention to protection and preservation and for free time activities as well society – some of whom we have gained of the natural environment. There as more family and children‘s as members for our board of directors. of the cultures of Turkey, Greece and the Balkans and our neighbours are problems related to air-pollution entertainment centres, which would are close enough for day visits. and keeping urban spaces clean. enhance cultural and social vibrancy. • The city is one of the oldest European cities and offers rich cultural heritage • There is a lack of large multifunctional that can be attractive for a European • Plovdiv is at the centre of the South 2) Does the city intend to Central region and traditionally a halls, concert halls and an opera audience. Moreover, Plovdiv is located house, the city feels the need for develop particular cultural in proximity to a number of impressive cultural hub for the whole area. projects in the coming Moreover it is renowned as a city of more spaces and buildings for tourist sites and the Rhodope mountain carrying out cultural events. years, irrespective of the range with its unique caves, numerous numerous art events, a city full of art ski and spa resorts and unspoiled nature. lovers and talented creative artists outcome of its application with a taste for beauty. For these • Tourist services do not entirely meet European standards, tourist business for the title of European • The European Capital of Culture in reasons Plovdiv was awarded the title Capital of Culture? of ‘Art City of Bulgaria 2012’. lacks certification systems and the staff Plovdiv will be based on an innovative in a number of tourist companies don’t concept (at least by Plovdiv standards) have the required qualifications. This Considering the energy that the candidacy that fosters contacts, dialogues and • We undertake intensive efforts to is bringing to the city the municipality upgrade our cultural infrastructure has negative effects on the quality and cooperation among all Plovdiv’s diversity of the offered products. has committed to focus more and residents. Already now, we can see – taking steps to revive community more on culture and cultural life. that many people feel motivated centres, monuments, museums and One of the steps inspired by the candidacy other cultural sites in our city. • There is low interest in cultural events by this concept and that they want among the citizens, mainly because that will be pursued irrespective of the to participate in the change. they are not financially affordable outcome is the development of a Cultural Strategy for Plovdiv 2014-2020 which is for cultural activities in the suburbs as being aligned in close connection with the they used to be in the 19th century. candidacy and will be presented by the end Another project we will further develop of the year 2013. In terms of strategies, the irrespective of the outcome – but with candidacy has helped turn the perspective less money and thus more slowly – is the of cultural institutions even more towards development of a Community HUB in what Europe. Should we not be awarded the is considered the largest Roma ghetto in title we would still try to keep this focus. Europe, Stolipinovo. Initiatives for smaller scale projects have always been put forward, In recent years the financial crisis and the but the title of European Capital of Culture drain of young people from the city has is a chance to approach this issue with an done considerable harm to the cultural life integral strategy, to unite and enhance all of the city, making it hard for organizers these initiatives and take them some steps to attract sponsors and financial support. further. If we are not awarded the title we Plovdiv’s candidacy has boosted enthusiasm would still try to take the community centre and hopes. The citizens and everyone that is being worked on in Stolipinovo a involved in culture need an assurance that step further in order to make it a cultural the city administration is working in multiple centre for all the citizen groups in Plovdiv. directions to stabilize the decreasing cultural Plovdiv’s candidacy for ECoC has widened life and the candidacy turns out to be the perspective of cultural institutions to look boosting activities and refreshing prospects. towards our neighbour countries and towards This is one of the reasons why not being other countries in Europe. By its participation awarded the title would be a hard blow on in the initiative of the European Capital of the self-esteem and on the positive attitude Culture the municipality of Plovdiv shows towards culture that has been triggered its support for the idea that culture must play by the bid over the past two years. It is a vital role in the city renaissance. Awarding almost certain that the enthusiasm and Plovdiv with the title of European Capital of active participation would not easily be Culture will not only strengthen the possibility kept at a high level without the European of achieving the set goals by the Municipal Credits Capital of Culture title. On the contrary Development Plan and The Cultural Published by: Municipal Foundation Plovdiv 2019 – chances are that many projects would Strategy, but will also lay a foundation 6, Arch. Hristo Peev Str., 4000 Plovdiv painfully lack the driving force and of cultural practice for decades ahead. enthusiasm that the ECoC title can bring. Deputy Mayor for culture, tourism, education and European policies: Stefan Stoyanov But we are also aware that certain things that have started will continue and have to Board of directors: Prof. Daniela Djeneva (Chairwoman), continue in order to maintain the cultural Please add below any Milena Chakandrakova, Dr. Mariana Cholakova, Ameliya Gesheva, 3) Lyubozar Fratev, Penka Kalinkova, Manol Peykov, Arch. Rumen Rusev vibrancy of the city. If we are not awarded further comments which the title we will concentrate on the strategic you deem necessary on the Team of Plovdiv 2019 and authors for the Application form: Valeri Kyorlinski goals we have and try to pursue projects (Executive Director), Emil Mirazchiev (Artistic Director), Anastas Badev, that strongly represent these goals. We will subject of this application. Genika Baycheva, Nikolai Bliznakov, Marta Bojikova, Dimityr Dalchev, try to keep mainly the projects from the Radostina Georgieva, Magdalena Gereva, Franz Kadiri, Tolina Louanska, Milena Milusheva, Liliana project cluster Urban Dreams that focusses “This is the greatest and loveliest of all Papukchieva, Stefka Popova, Aleksander Sekulov, Maria Stoyanova, Lyubomir Stoychev cities! Its beauty radiates from afar.” on urban and social change. For example Graphic design: Hristo Gochev, Plovdiv for the decentralization of culture into the Lucian of Samosata about Trimontium English editor: Keith Halstead, Plovdiv suburbs and to foster stronger participation (Plovdiv’s Roman name) and easier access to culture we will try Photo credits: Stoyan Iliev, Viktor Kadiri, Atanas Kanev, Iliana Kozanova, Georgi Kyorlinski, to keep the project about the Chitalishta Emil Mirazchiev, Pavlina Rashkova, Sonya Stankova, Kremena Karaneycheva (community cultural centres) and try to A big ‘Thank you’ to all our citizens, our partners from the cultural institutions in the city, to all revive them into 35 decentralized centres artists who have contributed ideas and passion, and to everyone who made this work possible!