EUROPEAN CAPITAL OF CULTURE AARHUS 2017

WHAT IS A EUROPEAN CAPITAL OF CULTURE?

In 1985, the European Union Ministers were the minds behind the project that today is known as the European Capital of Culture – today it is an extremely well-known brand across Europe. Athens was appointed the first European City of Culture in 1985. In 1999, however, the programme was renamed to European Capital of Culture. Today, the two EU selected host countries have at least 6 years to appoint the city that will hold the title of ’European Capital of Culture.’

WHAT IS A EUROPEAN CAPITAL OF CULTURE? • A cultural event of a large, international scale • Every year, awarded to one city in two EU member countries

- in 2017 Aarhus and Pafos (Cyprus) • Exhibitions, performances and festive gatherings that take over cities or regions for an entire year

WHO IS INVOLVED IN AARHUS 2017? Aarhus 2017 is a regional project in a national context with an international reach - organised by 19 municipalities and the Central Denmark Region

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EUROPEAN CAPITAL OF CULTURE A SIMPLE IDEA…. "…to highlight the richness and diversity of European cultures and the features they share, as well as to promote greater mutual understanding between European citizens."

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……BUT AN AMBITIOUS EVENT One of the most visible European cultural events, substantial in scale and scope Under Royal Patronage of Her Majesty The Queen Very high artistic and cultural quality requirements Considerable financial investment (2013-2018): Total operating expenditure: 420 million DDK

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A A R H U S 2 0 1 7 O R G A N I S AT I O N A L S T R U C T U R E

Aarhus 2017 Board

Regional Steering Group

Management team

Programme team

Programme Advisory Board

Communication team

Communication Advisory Board

Development team

Development Board

Strategy and Operations team

OUR OFFICES: DOKK1

OUR VISION: Aarhus 2017 uses art and culture to rethink the challenges of tomorrow.

OUR MISSION: Aarhus 2017 creates sustainable development – cultural, human and economic growth – inspiring citizens to live, work and participate in the European region.

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OUR THEME: LET’S RETHINK is the result of a process involving more than 10,000 citizens across Central Denmark Region. It’s about thinking and acting smarter in the future than we do today and about facing the challenges of tomorrow and rethinking them through art and culture. OUR VALUES: We have set our minds on three core values: SUSTAINABILITY, DIVERSITY AND DEMOCRACY. We examine these values and set them in play in a number of cross current demonstrations, experiments and prototypes.

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WHAT WE WANT TO ACHIEVE • Aarhus 2017 will present a programme of high, artistic quality that will bring magical moments, reflexion and unexpected encounters to the audience • Aarhus 2017 will lift Aarhus and the region from being ‘a city in Europe’ to becoming a European city • Aarhus 2017 will start a movement that changes and connects people across the globe • Aarhus 2017 will put a mark on the region and leave behind a permanent legacy

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W H AT C A N Y O U E X P E R I E N C E I N 2 0 1 7 ? • Opening event – 21 January 2017 • 4 MEGA-events - minimum 40,000 audiences per event • 12 FULL MOON-events - minimum 15,000 audiences per event • More than 350 artistic and cultural projects, conferences and festivals

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Røde Orm Red Serpent – vikings on the roof

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FOR EXAMPLE….

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Susanne Bier Trilogy – a ballet, an opera and a music drama based

on ‘Open Hearts', 'Brothers' and ‘After the Wedding‘. Arranged by The Concert Hall, the Danish National Opera and Aarhus Symphony Orchestra. •

The modern ballet ‘Tree of Codes’ – with visual design by Olafur Eliasson and performers from Random Dance and the Paris Opera Ballet.

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FOR EXAMPLE…. •

WITH THE THEME ‘EUROPA AND JORN’ THE FIRE REGATTA IN SILKEBORG WILL BECOME A LARGE SCALE PUBLIC EVENT, COMBINING WORLD-CLASS ARTS AND THE EUROPEAN

CHAMPIONSHIPS IN FIRE WORKS.

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FOR EXAMPLE…. •

THE REFORMATION 2.0 – WHERE THE THEATRE SVALEGANGEN IN COLLABORATION WITH AARHUS DOMKIRKE AND OTHER CHURCHES ACROSS THE REGION RETHINK THE SERVICE.

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Nathan Coley (born 1967 in Glasgow, Scotland) He is a contemporary British artist who was shortlisted for the Turner Prize in 2007

European Region of Gastronomy

EUROPEAN REGION OF GASTRONOMY 2017 • In collaboration with Central Denmark Region, Aarhus Municipality, Aarhus University, Aarhus Tech and FOOD Denmark • Under patronage of His Royal Highness, the Prince Consort • Official ambassador Wassim Hallal

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WE HAVE A MAJOR FOCUS ON SUSTAINABILITY… • Partnerships with Samsoe Energy Academy and WorldPerfect • Many projects focusing on rethinking sustainability

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…AND ON THE CREATIVE INDUSTRIES • More Creative – Creative Industries in the Central Denmark Region • 8 creative clusters: Design, Fashion, Events, Public Communication, Gastronomy, Cross Media & Gaming, Film & TV and Architecture

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HOSTING CREATIVITY WORLD FORUM • Europe’s largest conference about entrepreneurial creativity • Taking place in Aarhus 1-2 November 2017

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VOLUNTEERING

V O LU N T E E R I N G •

Build a network of volunteers - RETHINKERS

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Aarhus 2017 volunteer teams (events, logistics)

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Rethink ambassadors (tourism, marketing, communications)

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Organization and education

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Long-term impacts on volunteer work

Characteristics of the Aarhus 2017 Volunteer Programme • We are in control of the processes through on-line tools and close contact and engaging information to the volunteers. • Let’s ReThink – we will rethink the aspects of the work with volunteers, and which tasks are involved in the volunteer work • Volunteers will have valuable, inspiring and competencegaining experience as ReThinkers. • We will actively seek out broad and specific target groups

We call the volunteers for ReThinkers! • • •

Ad Hoc Event-volunteers Welcome-team

What’s in it for me? • Community – active involvement • ”Feel Special Events” • Food and drinks when you volunteer • Information • 2017 Volunteer Certificate

Post Aarhus 2017 • • • • •

New volunteers have been recruited New ways to be a volunteer have been created Amazing energy around volunteering Think Tank established New networks – local, regional and international

TOURISM •

Partnership with VisitAarhus and VisitDenmark

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Present at international travel markets in London, Paris, Berlin, etc.

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Welcoming cruise ship guests

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Tourism page with all partners at www.aarhus2017.dk

M ED I A COVERAGE - Increased coverage in 2015 (3,248 metions in Danish media, over 200 internationally) - Mainly positive mentions - Wide regional interest

Content is king - Presentation on 21 January 2016 – CONTENT - GREAT coverage (newspapers, TV, radio, etc.) - Wide regional coverage

W H AT A R E T H E S U C C E S S CRITERIA OF AARHUS 2017? •

Awareness of the cultural offers in Aarhus and the region are significantly larger in Denmark and Europe

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Cultural cooperation and exchange between regional, national and international partners have increased

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Aarhus and the region experience a positive economic development

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Aarhus and the region is better at attracting national and international tourists and talent

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Inhabitants in the region will be more active citizens

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Cross-institutional, cross-sectoral and interdisciplinary collaborations among partners in the region are strengthened

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OUR PARTNERS

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F O L LO W T H E P R O C E S S • On our website designed by Novicell: www.aarhus2017.dk

• Sign-up as volunteer on www.rethinkers.dk • And follow us on social media:

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THANK YOU FOR YOUR ATTENTION