Creative Urban Renewal Knowledge Event (CURE); Creative Zone Innovator Model. Urban Development in North West of Europe. Development in times of Crisis: more Dash than Cash.

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AREA DEVELOPMENT
IN TIMES OF CRISIS
tour d’horizon
Utrecht School of the Arts HKU
CURE
Knowledge
Event
Rene KOOYMAN
HKU
June 2013

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EUROPE IN TIMES OF CRISIS
Significant developments:
 Urbanisation
 From Industry to Services / Knowledge
 Absence of growth
 ‘Old School’ no longer applies: innovation
 Small and Medium Enterprises (SMEs) of strategic
value
 The economical force of the Cultural and Creative
Industries (CCIs)

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CCIS AS KEY STRATEGIC FACTOR
 CCIs drivers of economical growth (UNCTAD)
 Drivers of innovation: driving innovative processes
into realisation
 CCIs at the core of cultural and industrial networks
 CCIs andTechnological change/digitisation two‐way
process
 CCIs spill‐over: Corporate Esthetics, Identity and
Branding, support functions

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CCIS: THE ENTREPRENEURIAL DIMENSION

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CCI: SIZE ENTERPRISE

6. ENTREPRENEURIAL BEHAVIOUR:
THE CREATION OF ECONOMIC, SOCIAL AND
CULTURAL VALUE
 cultural fabric of the Creative Industry thrives on
numerous small initiatives
 high share of freelancers and very small companies
 multiple job‐holdings; combined sources of income
 new type of employer is emerging; the
‘entrepreneurial individual’
 no longer fits into typical patterns of full-time
professions (EU job potential)

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BUSINESS CATEGORIES
• Artisan – Designer driven by aesthetic motivation
• Solo – Individual creative focussing on growth
• Creative Partnership – two creative people
• Designer and Business Partner – One creative and one
business partner
• Designer and Licensing Partner – Designer under
royalty contract
• Designer and Manufacturer – Designer in contractual
agreement with manufacturer
• Partnership with Investor – Designer in partnership
with a formal investor
 NESTA 2008

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SPATIAL COMPONENTS: METROPOLIS AND DECAY
 From
Industry to
Services
and
Knowledge

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THE URBAN DIMENSION
 Territorial approach: zoning
 Diversified cultural environments (Jacobs)
 Social integration/identification (‘belonging’) and
distinction (Bourdieu/Florida)
 Integrated approach:
 Physical: bricks and mortar
 Social: class, culture, demographics
 Infrastructure: networking
 Conceptualisation /re-evaluation

10. Major Stakeholders in Urban
Development
10
Community
Stakeholders
Cultural
Organizations
Community
Activist/
Volunteers
Resident
Immigrant
Youth
clubs/groups
Immigrant
services
Community
Media
Chamber of
Commerce
Businesses
Municipality

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CITY POLICY & PLANNING PARADIGM
• Developed for and by the industrial economy
• Separation of 'working' and 'living’
• Powers are restrictive, not permissive: 'you can’t',
rather than 'you can'
• Professionalized: ‘planner knows best'
• City is struggling under its own weight, unable to
adapt quickly enough to changing global, social
economic environment
• Verbal, rational/analytical, more than
‘understanding’

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URBANISATION: THE VALUES OF CITY-LIFE
• Cultural and Economical Capital
• Cultural Class
• Identity and Branding
• Demographics

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EU CURE PROJECT
Creative Urban Renewal in Europe (CURE)
 Aims to facilitate triggered growth of the
creative economy in decayed urban areas
in medium-sized cities in Northwest-
Europe
 This will be done by developing and
testing the innovative transnational
model ‘Creative Zone Innovator’ to plan
and to develop creative zones.
 The project brings together 7 project
partners in Germany, Belgium, France,
the Netherlands and the UK.

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CREATIVE ZONE INNOVATOR
 Creative Zone Innovator: integrated approach to
urban, economic, cultural, social and
entrepreneurial development
 ABC: Area , Building, Creative entrepreneur
 Four Dimensions:
a. Learning Lab: learning environment
b. CulturalValue Chain: networked alliances
c. Flow of diversity: continuous new impulses
d. Cultural Business Modeling

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CREATIVE
ZONE
INDICATORS

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I DIMENSION LEARNING LAB
Expand entrepreneurial capacities; innovative creative
results
 Development of entrepreneurial capabilities of creative
professionals
 Create flexible working spaces and Co-creation areas
Individual and networked learning
 Number of platforms, networks or events for learning
 Cooperation with knowledge institutions and/or
educational institutions

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II DIMENSION CULTURAL VALUE CHAIN
SUBVALUE Enhancing the infrastructure
 Getting the stakeholders involved and
committed
SUBVALUE: Sustainable entrepreneurial
development; positioning and profiling
 Increase the Number of cultural events

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III DIMENSION FLOW OF DIVERSITY
SUBVALUE Combining commercial and not for
profit entrepreneurs
 Number of collaborative working contacts and
projects
SUBVALUE Stimulating new and spontaneous
encounters
 Diversity in disciplines, business categories,
target groups, cultural activities, events and
practices
 Involvement of community representation

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IV DIMENSION CULTURAL BUSINESS MODELLING
SUB-VALUE Combine urban planning and creative
entrepreneurial development
 Integrated development; combine the 3 p's:
people, places and pounds (€)
 Achieve a return on investment on the real
estate development
Accelerate entrepreneurial development
 Number and Employment figures of creative
firms, especially SMEs
 Improve the use of urban space for creative
entrepreneurs; (re)use of buildings


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METHODS: MORE DASH THAN CASH
 Radically re-interpret the area
 Define identity and profile
 Spread the word; Corporate
Communication
 Build support networks
 Take time
 Create a financial base
 More Dash than Cash

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THAT’S
THE WAY
IT’S
DONE!
http://cure-web.eu
rkooyman@rkooyman.com