Klaus R. Kunzmann Potsdam, Professor emeritus. TU Dortmund/Germany
Urban Development & Creative Industries Creative industries’ click with the economy... City slickers?”
Outline
1. 2. 3. 4. 5. 6.
Why Creative Industries? Definitions Vary! The Creative City Fever Creative Industry Policies all Over > Germany and China Why and how to Promote Creative Industries, and how not? Conclusions
Zagreb 21.10.2015
Urban Development & Creative Industries
Why Creative Industries? •
The decline of traditional industrial production in Europe
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The emergence of new urban economies in the so-called post-industrial society
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The discovery of the creative economy
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The influence of new technologies and new modes of production
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The search for employment opportunities of for the next generation
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Publications on the subject area > from Richard Florida to……
. . . though not only economic reasons! •
> reurbanisation trends
Urban Development & Creative Industries
Why Creative Industries? …. and •
The consuming hedonistic middle class wishing to buy, own and show or to give away art and design products at home or while on tour
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The interest the media, particularly trend magazines and in the field
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The growing importance of entertainment and events in the affluent society
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The renaissance of the crafts
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The European Capital of Culture programme ……. and probably many more reasons, depending on local and national discourse and local milieus policies
Urban Development & Creative Industries
The Drivers of Creative Industries?
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The broad community of creative industries realizing the opportunities to get more political and financial support
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Public institutions and foundations wishing to promote economic (and occasionally also cultural) development in times of globalization and technological change, and wishing to gain reputation of being innovative
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Local economic development agencies aiming to support the development the local economy
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Conference, exhibition and event managers benefitting from the trend
Urban Development & Creative Industries
The Drivers of Creative Industries?
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Think tanks and business consultants discovering new business opportunities
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Research institutes exploring innovative contract research
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Artists and start-ups to find affordable spaces for creative production
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Public and increasingly private universities of the arts, design and music
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Academics, who wish to publish their thoughts about creative action
Creative Cities
The Positive and Open Concept of Creativity •
The creative city is a magic title, which leaves much space for individual interpretation
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Creativity is a multilingual term, easy to communicate
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Creativity, like innovation, has always a positive meaning
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Everybody wishes to be creative, to have creative children and
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The broad and occasionally fuzzy definition of creativity
students
allows generous identification •
Creative persons are admired from kindergarten to the fine arts, theatre and fashion
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Creativity is an open concept, leaving space for all who wish to change context conditions, approaches or strategies
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It is always good to be, to live, to work and to spent leisure time in a creative city, as long as creativity is not inked to chaos
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The creative city paradigm is not ideologically burdened, like environmental sustainability
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Creativity is a survival concept, it provides hope to overcome all kinds of challenges
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The creative city/region ideology is an umbrella concept for many policies, and academic disciplines
stakeholders, sector
. . . a plug-in-concept
Creative Cities
The Creative Momentum in education and thereafter
Urban Development & Creative Industries
Which Creative Industries? Definitions vary. Richard Florida: The economic need for creativity has registered itself in the rise of a new class, which I call the Creative Class. Some 38 million Americans, 30 percent of all employed people, belong to this class. I define the core of the Creative Class to include people in science and engineering, architecture and design, education, arts, music and entertainment, whose economic function is to create new ideas, new technology and/or new creative contents…… ……Around the core, the Creative Class also includes a broader group of creative professionals in business and finance, law, health care and related fields. These people engage in complex problem solving that involves a great deal of independent judgement and requires high levels of education or human capital …. in Europe we would not agree!
Richard Florida The Rise of the Creative Class, And How It’s Transforming Work, Leisure, Community and Everyday Life, 2002, 8.
Urban Development & Creative Industries
Which creative Industries? Definitions vary. European Commission's Green Paper ‘Unlocking the potential of cultural and creative industries’: ‘Cultural industries’ are those industries producing and distributing goods or services which at the time they are developed are considered to have a specific attribute, use or purpose which embodies or conveys cultural expressions, irrespective of the commercial value they may have. Besides the traditional arts sectors (performing arts, visual arts, cultural heritage – including the public sector), they include film, DVD and video, television and radio, video games, new media, music, books and press. This concept is defined in relation to cultural expressions in the context of the 2005 UNESCO Convention on the protection and promotion of the diversity of cultural expressions. ‘Creative industries’ are those industries which use culture as an input and have a cultural dimension, although their outputs are mainly functional. They include architecture and design, which integrate creative elements into wider processes, as well as subsectors such as graphic design, fashion design or advertising.
http://ec.europa.eu/culture/documents/ greenpaper_creative_industries_en.pdf 2
Urban Development & Creative Industries
Which Creative Industries? Definitions vary.
Defined by the UK’s Department of Culture, Media and Sport as “ … those activities which have their origin in individual creativity, skill and talent and which have a potential for wealth and job creation through the generation and exploitation of intellectual property,the Creative Industries include > Advertising > Architecture > Crafts and designer furniture > Fashion clothing > Film, video and other audiovisual production > Graphic design > Educational and leisure software > Live and recorded music > Performing arts and entertainments > Television, radio and internet broadcasting > Visual arts and antiques > Writing and publishing
Urban Development & Creative Industries
Which Creative Industries? Definitions vary.
Which Creative Industries? Definitions vary!
Urban Development & Creative Industries
…and the Creative City Fever? For some a creative city is a city with many universities, high-tech, bio-tech, or nano-tech research institutions and science parks such as Cambridge, Oxford, Heidelberg or Grenoble For others it is a city with a rich cultural life and renowned cultural industries a mainstream media covered tourist city a city creating and promoting new life styles a location with many innovative IT enterprises and related creative industries a city with an innovative bureaucracy and with good and efficient, forward looking top down city management an open city where grassroots movements are mushrooming and influential players in city politics The Creative City is a Perfect Fit-All-Concept
Urban Development & Creative Industries
Why Creative Cities? The creative city fever Seven mutually reinforcing reasons why creative cities have become everybody’s darling in the Europe’s post-industrial society 1.
The positive and open concept of creativity
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The widely communicated message
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Structural change, the search for new economic potentials, the discovery of the creative economy
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The return of culture to the political agenda, driven by growing urban competition, the justification and success of cultural flagships and events, and the re-design of the physical urban fabric
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Demographic change, re-urbanization, urban renaissance and and the emerging cosmopolitan knowledge society
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The appeal of the creative city concept to urban marketing and tourism managers, and to media searching for success stories
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The opportunity to bridge urban policies, and the revival of strategic planning in urban development
Urban Development & Creative Industries
Creative Industry Policies all Over Three Narratives from Germany
Berlin
Ruhr
Leipzig
Berlin Creative City
Berlin: Creative City Evolution of a creative city • Art-loving Prussian kings < museums, architecture, art education > Schinkel • The roaring twenties > fine arts, music, film • Since 1870 cultural capital of Germany with rich cultural cosmopolitan milieus and a plethora of high-end and socio-cultural facilities > Film > Berlinale, Fashion, Design, love parade, carneval of cultures. . . . • 1978-1980 IBA exhibitions in Berlin • Studies on cultural/creative industries in the city, and in city districts • Cultural Capital of Europe 1988 • Thriving creative quarters > Prenzlauer Berg, Mitte, Friedrichshain, Pankow • Numerous initiatives to promote creative industries> CREATE • Media Spree, an ambitious development project for creative Industries • Continuous investment in flagship cultural facilities
Assessment • After reunification take-off spirit and • Considerable political support for creative policies and action in the city
Klaus R. Kunzmann
Berlin Creative City
Berlin: City of Culture Cultural Infrastructure • 52 Theatres, thereof 3 opera houses • 121 Museums • 7 Philharmonic orchestras • 289 movie theatres • 86 public libraries • Numerous public and private universities of music and the arts • Film Studio Babelsberg (Potsdam)
Events • Berlin Film Festival >Berlinale • Carnival of Cultures • Art Forum Berlin • Bead & Butter (Fashion)
Klaus R. Kunzmann .Potsdam
Berlin Creative City
Berlin: Indicators of a creative city •
Tourist city No 1 in Germany >30.000/day
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5,1% of all jobs are in cultural industries > Stuttgart 7,4% Munich 6.5%, Hamburg 5,4%, Cologne 6,4%
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Tax revenue/inhabitant 951 € > Frankfurt 2728 €, Düsseldorf 1.953 €
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10,6 artists/1000 inhabitants > Cologne 9, Munich 8, Hamburg 7,7
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Expenditures for culture/inhabitant 152 € > Frankfurt 220 €, Hamburg 190 €
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Turnover of cultural industries/inhabitant 2.900 > Cologne 6.900, Munich 5.750, Hamburg 5.000
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Cultural enterprises in percent of all enterprises Berlin 17,5 >Munich 17,4, Cologne 16,8, Hamburg 14,3
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Cultural production: Berlin No 1 city in Germany > followed by Stuttgart, Dresden Leipzig
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Cultural consumption Munich No 1 > followed by Stuttgart, Dresden and Cologne
Creative Cities
Berlin Cultural Industries • Definition: cultural industries, software development, media and marketing >not including public museums, theatres etc. >>> research > education > development > production > distribution >consumption • 2008 turnover € 17. 5 billion > 25 percent increase since 2000 • 22.934 firms and enterprises (with an annual turnover above € 16.617 ) • More than 11 percent of Berlin‘s GDP • 160.515 economically active • 89. 847 employed (50% female) • 7% of Berlin‘s employment • More than 20 percent growth since 2000
Berlin Creative City
Cultural Industries Mapping creative spaces
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Quelle: STADTtart/Kunzmann/Dümcke
Creative Indistries Report 2008
Berlin Creative City
The Creative Divide Mediaspree: Kiez versus Capital Creative upper class versus creative under class > precariate > 180 ha of highly accessible urban land on the banks of the river Spree!
Berlin Creative City
Berlin: Challenges of the Creative City
The challenges of the city are how • to maintain the high quality of high-end cultural infrastructure • to bridge the creative divide > between high-tech and precariate cultures • to balance budgets for high and for popular culture • to promote innovative creative start-ups to become solid enterprises • to attract international capital for cultural and creative industries • to avoid further gentrification • to secure livability and affordability in the city • to sustain political interest in the field • to maintain the creative momentum, once the hype is over
Berlin Creative City .
Creative Berlin The Hype is over! The creative city hype in Berlin has passed by. . . The city mayor, city managers, local economic and cultural policy advisors, as well as city planners have realized that the creative city paradigm is not a recipe
for all future urban challenges and utopias. The creative fever has been a successful local survival strategy in times of globalization and urban competition. Now smart Berlin is on the agenda!
Creative Cities
Ruhr
Evolution • Since 1960s: Numerous strategies to restructure the region based on mainstream innovation areas •1989-1999 IBA Emscher Park a strategy to re-imagine the region and to preserve the industrial heritage by numerous creative culture related projects • Five governmental Reports on Cultural Industries in North Rhine Westphalia since 1991 • Creative islands evolve all over the region on derelict coal and steel precincts • The Ruhr 2010: Cultural Capital of Europe
Creative Action • Development of creative quarters in the Ruhr: providing space for creative and cultural industries > The U-in Dortmund • creative industries cluster one of 20 clusters supported by the state government
Assessment •A creative late comer: we too are sexy and creative. . . .though mindsets slowly change •The pragmatic regional decision-makers think predominantly big •Other limits to creativity are the lack of urban quality and a weak discourse milieus •The Ruhr 2010 project may trigger off new local initiatives and encourage creative actors .
Creative Cities
Ruhr
Creative Quarters
• Deliberate gentrification of declining urban neighbourhood • Stabilizing declining urban neighbourhoods, formerly dominate by coal mining and related urban functions • Attracting creative pioneers • Reuse of derelict industrial buildings • Promoting the reuse of properties owned by the coal industry
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Creative Cities
IBA Emscher Park Essen:Zeche Zollverein
Creative Cities
The Dortmund U A former brewery cut of by a ring road from an inner city shopping mile turned into a cultural flagship project, hosting an art museum and spaces for “creative “ users, highly subsidized by the state and the city Demolition of all not listed buildings on the site
Development of offices around the isolated flagship not leaving any space for creative and related uses
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Creative Cities
Ruhr 2010 Cultural Capital of Europe
What is left? • Memories of a firework
• No new and more money left for cultural policies • More political support for creative industry initiatives • Local development agencies have opened their eyes to the cultural economy • The RUHR Triennale •A wonderful, privately financed museum in Essen • Cooperation of regional museums • A cultural ruin in Dortmund >The Dortmund U • A gated creative community in the North of Essen, now attracting the interest of developers to market the location
Creative Cities
Klaus R. Kunzmann
Leipzig Evolution • World renowned book fair • Music : City of Music • Academy of arts • Abundance of work spaces and affordable housing in the inner city • Proximity to Berlin
Creative Action • Private entrepreneurship: Spinnerei • City planning support • Creative Leipzig City Report • Conferences on the theme • Policy studies Assessment • Late comer, jumping on a mainstream trend, • Though quite moderate in its urban marketing rhetoric
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Urban Development & Creative Industries
Creative Industry Policies all Over China
Creative Cities in Asia
Beijing 30 Cultural and Creative Industrial Parks all over the City
Source: Liu Jian
Creative Cities in Asia
Beijing Song Zhuang > 4000 artists? An industrial park for artists, galleries and art dealers
798 a factory turned into an art village and gradually transformed into an entertainment district
Creative Cities in Asia
Shanghai Office for Promoting Cultural and Creative Industries 2010: 1 million jobs in 89 Cultural & Creative Industrial Parks
8.75% of all employment Growth rate 2010: 14,2%
M 50 , a copy of 798 1933, a former slaughterhouse a brandpromotion complex
Klaus R. Kunzmann
Creative Cities in Asia
Nanjing 1912 An entertainment quarter using heritage buildings as a stage as a label, not a cultural & creative industry park
Creative Cities in Asia
Nanjing 1865 An industrial park for artists, galleries and art dealers in a former gun factory
Urban Development & Creative Industries
How to Promote Creative Industries? Strategies for action Explore and identify The endogenous economic and cultural capital of a city > path dependency Local/regional/cultural perception of culture and creativity Local stakeholders, to support culture and creativity and to accept change Creative and supportive leadership Local windows of opportunity to launch initiatives in the public administration
The willingness of the local media to promote culture and creativity in the city
The availability of affordable creative spaces in the inner city
&
Urban Development & Creative Industries
How to Promote Creative Industries? Strategies for action • Communication to the political arenas that the sector has economic impact for the local economy • Promotion of creative clusters and spatial clustering • Providing affordable production space at easily accessible locations • Provide venture capital • Linking cultural industries to tourism • Improving regulatory framework • Promotion of private commitment > civil society • Export promotion • Screening of financing programmes • Continuous monitoring • Start-up promotion • Establishing virtual infrastructure platforms • Preparing graduates from arts, design, music and fashion schools for a career beyond the art world and outside the public
Urban Development & Creative Industries
How not to Promote Creative Industries? Waiting for international inward investment Neglecting local path dependency and local creative communities
Relying on top-down subsidies Transferring successful policies from other countries Zoning cultural and creative quarter in urban development plans
Urban Development & Creative Industries
Conclusions Cities in Europe embarked on and justified creative city and creative industries development for mainly ten reasons: 1.
The promise of the job creation potential of the creative economy
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The growing power of cultural lobby groups
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The contribution to quality-of-life policies attracting the “creative class”
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The interest of popular media in images of creative activities
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The influence of policy advisors and consultants
…and 6. The discovery of the important role of cultural and creative industries for urban regeneration and the conservation of architectural heritage 7. The interest of local governments, architects, planners, city managers, property owners to find new users for derelict industrial buildings 8- The recognition of the creative economy as an important segment of the post-industrial society 9- The justification of cultural flagship projects, supporting the local creative economy and profiling the image of a city to attract tourists
10. The enormous flexibility of the plug-in-concept
Urban Development & Creative Industries
A Final Comment Cultural and creative industries are spearheading the new urban economy, and an important element for urban development, though do need local stakeholder cooperation
