wealth project palumbo dic13_def

CREATIVE APULIA Facts figures and preliminary results

ISRAELDecember 2013

Francesco PalumboDirector General

Unit for the promotion of territory, knowledge and abilities

CULTURE AND CREATIVITY AS DRIVERS FOR LSED

Promoting Local SustainableEconomic Development

Apulia Region comprises 19,345 Km2with a population of about 4.1 million.

The region's share of Italy’s GDPis 4.6%. Per capita GDP is about 68.1%of the EU average.

APULIA REGION

outline:

The Regional Strategy

Empirical Initiatives

Results

THE REGIONAL STRATEGY


THE BACKGROUND

Strong reduction of public investments on culture and creativity in the last

decade and lack of a clear National Government strategy in the field.

Apulia region has been forced to find alternative strategies to foster the creativity

chain.

Main goals of these strategies are the following: • fostering European and local values• promoting local development on territory‐specific comparative advantages • Improving innovation and industrial changes based on culture and creativity.

Since 2005, Apulia regional policy has been clearly focused on the creation of a regional space of creativity.

Apulia supporting system of creativity can be considered a frontrunner in the creative Europe framework.

the support of creative value chain, such as live entertainment, audiovisual and visual arts, also for tourism aims

the promotion of agglomeration economies and regional clusters for creativity

the implementation and networking of physical spaces for creativity

the development of creative entrepreneurship and SMEs

Promoting a new generation of services and enterprises at the cross over of culture and creativity to transform cultural heritage in a network of physical spaces of creativity

The Regional strategy THE REGIONAL STRATEGY

THE REGIONAL STRATEGY AND EMPIRICAL INITIATIVES

In accordance with the LSED conceptual framework, Apulia strategy developed some empirical

initiatives in terms of key components of the cultural based model for LSED.APULIA STRATEGIES FOR LSED EMPIRICAL INITIATIVES

1) enhancement of new cultural services;

‐ ENVIRONMENTAL AND CULTURAL SYSTEMS (ECS) ‐ URBAN LABORATORIES ‐ INHABITED THEATRES ‐ INTRAMOENIA EXTRA ART and CONTEMPORARY CIRCUIT

2) promoting cross‐activities: creativity & innovation (human capital/skills)

‐ ACTIVE PRINCIPLES INITIATIVE ‐ LIVING LAB and SMART CITIES (ECS)

3) The attraction of a critical mass of external demand mainly by a strong financial and technical support to a number of local cultural activities and initiatives

‐ PUGLIA EVENTS (Night of Tarantula music festival) ‐ APULIA FILM COMMISSION BIFEST – BARI INTERNATIONAL FILM FESTIVAL and the FILM FOUND ‐ PUGLIA SOUNDS and THE MEDIMEX

4) Exploiting the local comparative advantage by investing in the entire value chains of live entertainment, cinema, audio‐visuals and visual arts value chain.

‐ APULIA CREATIVITY DISTRICT ‐ PUGLIA SOUNDS and THE MEDIMEX ‐ APULIA FILM COMMISSION FILM FUND


APULIA STRATEGIES FOR LSED EMPIRICAL INITIATIVES

1) the enhancement of new cultural services for attracting external demand;

‐ ENVIRONMENTAL AND CULTURAL SYSTEMS (ECS)‐ URBAN LABORATORIES ‐ INHABITED THEATRES ‐ INTRAMOENIA EXTRA ART and CONTEMPORARY CIRCUIT

2) creativity & innovation (human capital/skills) ‐ ACTIVE PRINCIPLES INITIATIVE‐ LIVING LAB and SMART CITIES (ECS)

3) The attraction of a critical mass of external demand mainlyby a strong financial and technical support to a number of local cultural activities and initiatives

‐ PUGLIA EVENTS (Night of Tarantula music festival)‐ APULIA FILM COMMISSION BIFEST – BARI INTERNATIONAL FILM FESTIVAL ‐ PUGLIA SOUNDS and THE MEDIMEX

4) Exploiting the local comparative advantage by investing inthe entire value chains of live entertainment, cinema, audio‐visuals and visual arts value chain

‐ APULIA CREATIVITY DISTRICT ‐ PUGLIA SOUNDS and THE MEDIMEX ‐ APULIA FILM COMMISSION and THE FILM FUND

Analizzare esperienze concreteINITIATIVES – 1) THE NEED OF NEW CULTURAL SERVICES

ENVIRONMENTAL

AND CULTURAL

SYSTEMS” (ECS)

What are they?clusters of local bodies (municipalities) for the management of environmental, cultural heritage and performances.

WHAT YOU CAN SEE WHEN YOU ARRIVE?

‐ new integrated cultural services

ENVIRONMENTAL

AND CULTURAL

SYSTEMS” (ECS)

WHEN YOU ARRIVE WHAT YOU CAN SEE?

ENVIRONMENTAL

AND CULTURAL

SYSTEMS” (ECS)

‐ networking (physical, IC&T, functional, etc.)

‐ creative entrepreneurship

‐ Investments in new technologies

VERSO LA SMART PUGLIA

ENVIRONMENTAL

AND CULTURAL

SYSTEMS” (ECS)

touristic informationand marketing

WHEN YOU ARRIVE WHAT YOU CAN SEE?

A new generation of services has been also launched by undertaking additional

actions at the cross over of culture and creativity.

They are aimed specifically at transforming cultural heritage in a network of

physical spaces of creativity:

“URBAN LABORATORIES” 159 old buildings have been revamped to be used as “new public spaces” for young people € 54 mln of public funds 168 cities involved

EU best practice for creativity and innovation 2009

“INHABITED THEATRES” to assign the management of small local theatres to

small companies and artistic groups, 12 theatres re‐opened, € 6 mln of public

funds, 185 operators involved.

“INTRAMOENIA EXTRA ART” AND “CONTEMPORARY CIRCUIT” (forms of cooperation between local communities and private operators in planning

contemporary visual arts exhibitions throughout the regional territory)

INITIATIVES – 1) THE NEED OF NEW CULTURAL SERVICES


APULIA STRATEGIES FOR LSED EMPIRICAL INITIATIVES 1) the enhancement of new cultural services for attracting external demand;


2) creativity & innovation (human capital/skills)

‐ ACTIVE PRINCIPLES INITIATIVE

‐ LIVING LAB and SMART CITIES (ECS)



4) Exploiting the local comparative advantage by investing in the entire value chains of live entertainment, cinema, audio‐visuals and visual arts value chain


INITIATIVES – 2) THE ENHANCEMENT CREATIVITY & INNOVATION

€ 10.5 mln of public funds

421 start‐up enterprises

ACTIVE PRINCIPLES INITIATIVE

aimed at co‐financing (€ 25.000 of public contribution) new micro enterprises to

put in place investment projects in the fieldSOME FIGURES in the period 2007‐2013:

INITIATIVES – 2) THE ENHANCEMENT CREATIVITY & INNOVATION

Apulian ICT Living Labs is a project set up to test new approaches to innovation. Living Labs are “open ecosystems” where the user is actively involved in the process of research and in the experimentation of innovative solutions, through the use of Information and Communication Technologies.

SOME FIGURES:

More than 50 companies are presently involved in 34 Living Labs, which are implementing projects within the following domains: environment, security and territorial protection; cultural heritage; energy; e‐government; social inclusion and healthy and active ageing; education and training; creative industries; transport and mobility.

THE REGIONAL STRATEGYIn accordance with the LSED conceptual framework, Apulia strategy developed some empirical

initiatives in terms of key components of the cultural based model for LSED.

APULIA STRATEGIES FOR LSED EMPIRICAL INITIATIVES 1) the enhancement of new cultural services for attracting external demand;





‐ PUGLIA EVENTS (Night of Tarantula music festival) ‐ BIFEST – BARI INTERNATIONAL FILM FESTIVAL (AFC) ‐ THE MEDIMEX (PUGLIA SOUNDS)

4) Exploiting the local comparative advantage by investing in the entire value chains of live entertainment, cinema, audio‐visuals and visual arts value chain


INITIATIVES – 3) THE ATTRACTION OF A CRITICAL MASS OF EXTERNALDEMAND

a single gateway to all the cultural and touristic events hosted by Apulia Region

www.pugliaevents.it

INITIATIVES ‐ 3) THE ATTRACTION OF A CRITICAL MASS OF EXTERNALDEMAND

BIFEST – BARI INTERNATIONAL FILM FESTIVAL

The festival is financed by the European Regional Development Fund

Some figures:

the 2011 edition actually doubled the funding of € 1,3 mln generating an

overall income of € 2,6 mln

400 events per edition

50.000 spectators per edition

www.bifest.it

Puglia Sounds promotes also the (Mediterranean Music Expo)

the only Italian international music fair with showcases and concerts, meetings,

innovation and technology.

Some figures:

in the last edition more than 10,000 visitors;

250 national and international operators

an overall economic impact of € 2,6 mln, without considering the long‐term

impacts

CASE STUDY: PUGLIA SOUNDS ‐ IMPACTS


APULIA STRATEGIES FOR LSED EMPIRICAL INITIATIVES

1) the enhancement of new cultural services for attracting external demand;






4) Exploiting the local comparative advantages by investing in the entire value chains of live entertainment, cinema, audio‐visuals and visual arts value chain

‐ APULIA CREATIVITY DISTRICT ‐ PUGLIA SOUNDS ‐ APULIA FILM COMMISSION FILM FUND

Apulia Region’s regional departments(Tourism, Culture and EconomicDevelopment) together with the mostimportant cultural institutions, TeatroPubblico Pugliese (theatre, music and dancesectors), Apulia Film Commission(audiovisual sector) and the regional CCIsare currently engaged in setting up acreative and cultural cluster (90enterprises) aimed at reinforcing synergies,improving impacts, sharing experiences anddeveloping new models and tools forenterprises in the cultural and creativitysector.

The joint actions of the two regionalagencies (TPP and AFC) contributed tothe development of agglomerationeconomies and regional clusters aimedat promoting a critical mass ofinvestments in new technologies,talents and abilities. The aim is tocontrast the penetration of big playersas well as the adoption of externalvalues inconsistent with European andnational identities

THE CCIS CLUSTERINITIATIVE – 4) THE LOCAL COMPARATIVE ADVANTAGES

4) Exploiting the local comparative advantage by investing in the entire value chains of

live entertainment, cinema, audio‐visuals and visual arts value chain, trough dedicated

project and agencies, under the coordination of a unique Regional department

(Tourism, Culture and Mediterranean Department) and policy which provide a valid

example of the existence of best practices are:

Puglia Sounds (music)

Apulia Film Commission and the Film Fund (audiovisual)

INITIATIVE – 4) THE LOCAL COMPARATIVE ADVANTAGES

Puglia Sounds is a project of the Teatro Pubblico Pugliese (TPP)

the Apulia regional Agency for theatre, music and dance, aimed specifically at

supporting the local musical value chain and promote it overseas.

Some figures:

500 events

47 summer festivals

70 concerts

600.000 spectators

58 recording productions

11 countries

1300 operators

CASE STUDY: PUGLIA SOUNDS ‐ IMPACTSINITIATIVE – 4) THE LOCAL COMPARATIVE ADVANTAGES

CASE STUDY: APULIA FILM COMMISSION ‐ IMPACTSAFC is a regional foundation aimed at supporting the audiovisual production

in Puglia and developing the potential of tourism related to the audiovisual

sector .

It developed the following projects:

Cinehubs, two public poles dedicated to cinema companies,in Bari and Lecce

INITIATIVE – 4) THE LOCAL COMPARATIVE ADVANTAGES

FREE SERVICES

Dedicated to international production companies with an executive Italian production companies or a minority Italian co‐production companies only for feature films, TV movies and TV series.

15% rebate for below the line costs sustained in Puglia.

To obtain the contribution it is necessary to send the script and the distribution contract from the applicants country of origin, prior to contact the AFC Foundation to organise a project presentation meeting or an online conference call.

Each project may receive a maximum grant of €200,000 and applications will be examined by the AFC Foundation Board of Directors within thirty (30) days of receipt of applications.

AFC FILM FUND

Only Italian executive production companies or minority Italian co‐production companies can apply.

The grant is refunded after the shooting period and prior the financial report verification

CASE STUDY: APULIA FILM COMMISSION ‐ IMPACTSINITIATIVE – 4) THE LOCAL COMPARATIVE ADVANTAGES

FACTS and FIGURES


The Creative Apulia strategy is very recent and its actual implementation is

currently in place.

After one cycles of structural funds’ programs we can however start drawing

a first balance sheet.

Here below some key figures on the culture and creativity sector

in the Apulia Region.

PRELIMINARY RESULTS

CASE STUDY: APULIA FILM COMMISSION ‐ IMPACTS

Some figures on 2013 impacts – Film Fund:

AFC sustained more than 50 film projects (over 170 since 2007, when the Film

Commission was founded)

local impacts above € 9 mln

In the period 2007‐ 2010 the ratio between regional/public fund allocation and direct

expenditure was 1:6.

Each euro provided through public funding has been multiplied by 6 in terms of

production companies expenditure in the local area.

€4,500

€48,999

€97,000

€2,000

€31,699

€14,600€15,863

€143,916

€257,858

€0

€50,000

€100,000

€150,000

€200,000

€250,000

€300,000

Videoclips Short Movies Documentaries

Funds allocated

Funds assigned

Impacts

Funds and impacts 2012

€86,400

€1,051,539

€60,000

€299,700€443,500

€4,588,191

€0

€500,000

€1,000,000

€1,500,000

€2,000,000

€2,500,000

€3,000,000

€3,500,000

€4,000,000

€4,500,000

€5,000,000

TV Movies Feature Films

Funds allocated

Funds assigned

Impacts

Funds and impacts 2012

PRELIMINARY RESULTS

All creative and cultural industries recorded increased audiences andconsumers, above national averages.

In particular, with reference to cinema and live entertainments, in the period2008 – 2012 Apulia registered:

more events (+ 44%, from 94.215 to 136.345)

more spectators (+26% from 7,9 mln to 10 mln)

more tickets (+ 43%, from 943.000 to 1.350.000)

PRELIMINARY RESULTS

TOURISTIC RESULTSIn 2012 Apulia increased its international touristic flows from 16,7% of arrivals in 2011 to18% in 2012 and from 16,1% of admissions in 2011 to 17,2% in 2012.

The official data of the Apulia region relative to 2012 have registered over 3,2 million arrivals and 13,3 million overnight stays overall.

Between 2011 and 2007 Apulia registered an overall increasing of touristic flows: + 19,9%arrivals and + 17,6% nights.

Puglia in 2012 consolidated its position on some major markets:Germany (15.7% of arrivals);

France (+24.6%), Switzerland (+22.9%);

United Kingdom (+19.5%);

Belgium (+23.0%);USA (+10.4%);Russia (+8.3%).

Other imported markets are increased, that are considered to be particularly strategicfor their ability, to tourism expenditure such as Sweden (23.1% of arrivals), Finland(+123.0%) and the Netherlands (+5.6%).

TOURISTIC RESULTS - ACCOMMODATION

Apulia offers more than 4.800 accommodations, 93.700 rooms and 246.300bed‐places.

Average annual growth of the accommodations +2,5%

Hotel:5 stars lux + 33,3% 5 stars +5,5%4 stars +2,3%

Others: Bed & Breakfast +3,1%Farm house +1,5%Camping +3,2%Houses and apartments +8,4%

Bari15,4%

Bat 4,8%

Brindisi 10,9%

Foggia 21,5%

Lecce 40,2%

Taranto 7,6%

% of accommodation for Province

Contacts

Francesco Palumbo

APULIA REGIONUnit for the promotion of territory,knowledge and abilities

[email protected]

QUESTIONS ?

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