CURE: Creative Urban Renewal

Creative Zone Innovator:The social, entrepreneurial and urban dimensione soc a , e t ep e eu a a d u ba d e s oRene Kooyman  4 April  Kick‐off Bruges

Cultural and creative industries‘Cultural industries’: goods or services thatembody cultural expressions irrespectiveembody cultural expressions, irrespectivecommercial value: film, DVD, video, televisionand radio video games new media musicand radio, video games, new media, music, booksand press performing arts visual artsand press, performing arts, visual arts.

‘Creative industries’ : use culture as an input , whose outputs are mainly functional:  architecture, advertising, , g,gaming, design and fashion.’ 

Contribution Cultural/Creative sector

• UNCTAD: Creative Economy Report 2010

The new sme definition

Three criteria:

• Staff headcount• Staff headcount• Annual turnover

or:• Balance sheet 

turnover

• ????

Size of EnterprisesBy sector across CCIs eurok le i s 2009

Staff headcount - turnoverCreative industries:    headcount  / turnover

o Very small  (< 2 milj EUR)

SME (2 10 EUR)

97% of headcount       27 % turnover

3 % h d t 32 % to SMEs (2 – 10 m EUR)

o Large enterprises:

3 % headcount         32 % turnover

< 1 % nr headcount        40 % turnover

Cultural Industries BRDCultural Industries BRD

o 763.000 taxable employees  o 210.000 Free‐lance workers

Fesel/Söndermann BRD 2009

not registered

Fesel/Söndermann BRD 2009

CCI : Three DimensionsSocial dimension: • fostering territorial cohesion, integration and identity• reinforcing self‐confidence (individuals /communities)• participate in the expression of cultural diversity.

The entrepreneurial dimension:• owe one's own enterprise, entrepreneurial riskp p• value creation• innovative practices : new products, forms of 

organization,  new markets, new production methods, new sources of supplies and materials

The economical dimension: • Products/marketing, labour markets, turnover/ g, ,

Business categories• Artisan – Designer driven purely by aesthetic motivationmotivation

• Solo – Individual designer focused on growth• Creative Partnership Two creative people• Creative Partnership – Two creative people• Designer and Business Partner  – One creative and one business partnerand one business partner

• Designer and Licensing Partner  – Designer under royalty contractunder royalty contract

• Designer and Manufacturer  – Designer in contractual agreement with manufacturercontractual agreement with manufacturer

• Partnership with Investor  – Designer in partnership with a formal investorpartnership with a formal investor

NESTA 2008

The entrepreneur’s perspectivep p pFrom the SMEs perspective, three markets:

• The ‘arts’ field: pure creative work• The  arts  field: pure creative work• Arts related markets: teaching, services, arts administration art managementarts administration, art management

• Non‐arts markets, in order to generate additional incomeadditional income

Personal characteristics and motivations:• Entrepreneurial success• Professional achievement• Art creation• Professional career

Labour Market Characteristics• Labour market of the CCIs is complex• Thrives on numerous small initiatives• Careerwise a high degree of uncertainty • Non‐conventional forms of employment; part‐time, 

temporary contracts, self‐employment , free‐lancers• Multiple job‐holdings; combined other sources• New type of employer; the ‘entrepreneurial 

i di id l’ ‘ t i l lt l k ’individual’ or ‘entrepreneurial cultural worker’• Does not fit into typical patterns of full‐time pro’s

H i f h i• Heterogeneity of human resources categories; higher professional training, vernacular backgrounds, craft industry any other categorycraft industry, any other category

Product characteristics• Creative inputs and products are abundant• Hypercompetitive environment• Succes is uncertain: ‘nobody knows’• Knowledge‐based and labour‐intensive input• Not ‘simply merchandise’, but express cultural p y , puniqueness and identities

• Experience goods; production and p g ; pconsumption ‘on the spot’

• Product life‐cycles are often shorty

CCIs as key strategic factor• CCIs drivers of economical growth (UNCTAD)• Drivers of innovation:• Drivers of innovation: 

Creativity – Innovation ‐ Design• Flexibility; direct producer/client interaction; meet the clients needs

• CCIs core of cultural and industrial networks• CCIs & Technological change (digitisation 2 way)CCIs & Technological change (digitisation 2 way)• CCIs indispensable at other firms (spill over effects) C l l d C i C i d d• Cultural and Creative Content as independent economical factor

Entrepreneurship indicators

OECD, Measuring entrepreneurship, 2008

Entrepreneurship Determinants

• Regulatory framework administrative burden• Regulatory framework: administrative burden• R&D and Technology: core businessE i l bili i kill• Entrepreneurial capabilities: skills

• Entrepreneurial culture• Access to all types of equity (Tax incentives)• Market conditions and public involvement

Entrepreneurial capabilities

• Weaknesses in business skills• Training and experience of entrepreneursentrepreneurs

• Traditional Business Education• Entrepreneurship Education (skills)• Entrepreneurship Infrastructure• Entrepreneurship Infrastructure (Public and Private) 

Regulatory framework• Administrative Burdens (entry and growth)• Bankruptcy Legislation• Bankruptcy Legislation• Safety, health, environment and product 

l tiregulation• Court‐legal framework• Labour Market Regulation• Social and Health Securityy• Income Taxes• Business Taxes and Fiscal Incentives• Business Taxes and Fiscal Incentives• Wealth and inheritance Taxation

The Urban Dimension• Territorial approach: zoning• Diversified cultural environments (J b )• Diversified cultural environments (Jacobs)• Social integration/identification(‘belonging’) and distinction (Bourdieu/Florida)

• Integrated approach:• Integrated approach:– Physical: bricks and mortar– Social– Infrastructure: networkingg

• Conceptualisation /re‐evaluation

CURE: Creative Urban Renewal• Creative Zone Innovator: integrated approach to urban economic culturalapproach to urban, economic, cultural, social and entrepreneurial development

• ABC: Area , Building, Creative entrepreneur• Themes:• Themes:

a. Flow of diversityb. Learning Labc. Cultural Business Modelinggd. Supply Chain

CURE:Creative Creative UrbanUrbanRenewal

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