Professional Documents
Culture Documents
Musician school leader organiser National Music Council Danish Music Information Centre publishing company & travel agency - Musicon Valley Creative Cities.
Consultancy company since 1996 [www.kulkom.dk].
Experience Economy project development strategy & planning network.
Any use of this presentation, its models and displays, etc is only allowed by the explicit permission of the author.
www.kulkom.dk 2007
Presentation
A helicopter trip around the globe
The Experience Economy and how it influences us A trip to Bornholm Regional growth incentives and the municipal framework conditions The challenge for municipalities and cultural centres
My Aim:
to place culture and arts in another context than its self-occupied, narcissistic ego
To inspire you to take control of your destiny instead of living with cutbacks in shady defensive trenches
To help remove feeling of selling souls and loosing integrity when dealing with experience economy www.kulkom.dk 2007
Globalization
Hunter and gatherer society Agricultural society From welfare state to competitive state Industrial society From developing human beeings to Service economy developing competent workforce Knowledge economy From cultural policy til part of growth strategy Experience economy
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1980: 500 people lived as full-time as Elvis impersonators 2000: 35.000 people 2020: 2/3 of the global workforce
Source: Discovery TV-channel 2002.
www.kulkom.dk 2007
To express oneself and seek experiences is a basic human need. Art and experience has always been around
What is new is that it plays such a big role in our everyday life and in the global economy of the 21st century. This is caused by:
Welfare (Maslows pyramid reversed) Individualism Loss of identity Technology and new opportunities Immateriality
www.kulkom.dk 2007
Manufacturing Workplaces
USA -11% (22 million workplaces) Brazil 20% Japan 16% China 15%
Source: Robert B. Reich, Newsweek December 2005.
Denmark: 58 automated machines per 1000 employees in the industry. Germany: 162 In 1950: 208.000 farms in DK. In 2005: 25.000. In 2015: 8.000. In 1980: approx. 650.000 industrial sector workplaces. In 2005: 350.000. In 1980: 1 billion in the global labour market. In 2006: 4 billion .
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Knowledge workplaces
The 450 most research-intensive entreprises in the EU:
2006: 81.6% of research budgets are used within the EU 2007: 68.5% Source. EU-Commission, RTD 2006.
Explicit and codified knowledge is copied and moves on Our hidden and cultural knowledge and ability to combine creatively
China, India & Pakistan: 800,000 engineers yearly. Denmark: 2.000. SAS, NOVO, B&O, Vestas, Skype: sourcing of research and development functions
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Scandinavian Design!!
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China wants to move up the value chain and earn more by producing 450 schools of design 20.000 industrial designers each year
When they first begin to understand the entire value chain and the relationship between the physical product, training, service, support, and the application and opportunity for combinations, then a whole new world will emerge
www.kulkom.dk 2007
1950: 28,6 1990: 34,4 2005: 39,3 2020: 43,8 2040: 49,3 2050: 51,1
What kind of cities, product and cultural experience will be needed in such an Europe?
Source: OECD 2005
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What is the composition of residents and businesses in your town? Who should one build and plan for?
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Integration of IT, media, content and devices (pervasive computing) 2007 www.kulkom.dk
..and return
From industry to experience and city identity
www.kulkom.dk 2007
It is a way to show the companys heart and soul. We want Autostadt to function as VWs platform for service and communication. Otto Ferdinand Sachs
Director in Autostadt
www.kulkom.dk 2007
www.kulkom.dk 2007
Luxury
Luxury items:
New Luxury: 25% of combined turnover today, and grows at a yearly rate of 15%.
Premium Priced Brands Line Extensions Prestige Mass Consumption Products
Source: Boston Consulting Group Living Large on 150$ a Day, 2005 www.kulkom.dk 2007
Paradox:
medium range products 40%, luxury & brand name goods +33%, discount +7% medium range 15%, luxury & discount +15% supermarkets 25%, discount chains +30%
www.kulkom.dk 2007 Source: Boston Consulting Group 2005.
The products represent our dreams about being different from who we are.
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Why?
Seized time and space Outsourced social functions Reflexibility as principle
Anthony Giddens,Self-identity & Modernity.
Mor og barn
Mother & Daughter. Age difference: 61 years.
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22% of all hard-core on-line gamers in cyberspace say that their virtual identity is more important than their real one.
The Burning Crusade: A global community of 7.6 million. Second Life: Linden dollars. Tax object. Kristian Juran.
The Virtual Economy: houses, weapons, ranks are traded into hard currency. Death and criminality.
www.kulkom.dk 2007
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Micropolis Areas
- Less than 50,000 citizens in the largest city. - Growth of min. 2% in population, work places and average income per year.
25% of all new jobs in USA (18 mill.) created between 2000-2004 were in Micropolis Areas.
Jack Schultz, Boomtown USA, 2005.
www.kulkom.dk 2007
New micro identities new possible strategies and futures for peripheral municipalities?
Micropolis the city, that builds upon its agrarian roots, values and sense of
community, but has embraced new technology, knowledge, and creativity in a modern life and work form. There arises creative or high-technological clusters in small cities.
Agurben instead of suburban there arises agurben, which feed on the city and have
multiple relations with it in terms of education, cooperation and work places, but holds its village identity and values.
because the big city is too expensive, and is losing its ability to connect and keep together? The technological developments make it possible to be separated by great distances without missing out because we are:
Why?
Fortllere
Galilei, Darwin, Newton, Marx, Keynes, Smith, Einstein, Bohr, Hitler, Bill Gates, Gorbatjov, Fidel Castro.
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All possible Scales, quante perspectives Asynchronous, polyrhythmic Secularised, Atomized Broadband
Wikinomics
Loss of control,
City narratives
Florence is The Renaissance city. Rome the antique. Wien has Mozart, Salzburg has a music and
drama festival and Wagner. H.C. Andersen was born in Odense. The Painters lived in Skagen. In Granada there is Alhambra. Sydney and the Opera House. We get steel from Sheffield, VW cars from Wolfsburg, watches from Switzerland and bacon from Denmark. Hirtshals is a fishing town. On Svalbard there are polar bears. The stork is from Ribe.
Jazz is played in New Orleans. There is a music festival in Roskilde. Kassel has Documenta, Venice the Biennale and a film festival. Bornholm is a handcrafts island. In Glasriket in Sweden there lives glass-blowers. Esbjerg smells of fish. Dinners come from Faaborg.
In Las Vegas you play poker. Near the town Skara, in Sweden, Jan Guillous The Knights Templar rode out. In Ystad solves Henning Mankells inspector Wallander crimes. The Winter Olympics were in Lillehammer. The train accident in Bramming. Tsunami in Aceh. R.E.M. come from Atlanta, Georgia. U2 from Dublin. Elvis lived in Memphis. In Slagelse they have Anja. Allan Olsen is from Frederikshavn. Amanda is from Kerteminde. New York has everything and everyone..
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Which narrative is your town or neighbourhood creating? Pixi book? A Grand Story? Third generation narrative.
Urban Development..
The challenge changes
The cities will
Create identity, give space for fantasy and dreams Invite relations and community. Increase the social capital Have a framework so that self-realisation can express itself Be experience-filled and instructive
Are developers:
Fantasy promoters & dream interpreters? Identity creators? Experience and expression designers? Network and relations creators? Innovation engines?
Bornholm 30 x 30 km 43.000 inhabitants 21.000 work places Tourism biggest private sector
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2006:
Deficit in municipal budget of 150 million kr.
The public sector is bigger than in rest of Denmark
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The assignment:
To contribute to growth and employment To develop strategies and proposals as to how Bornholm can take advantage of culture and the Experience Economy To create networks and ownership
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3%
Primre erhverv Nrings/nydelsesmiddel Byggeri, Finans og forsikring og Industri mv. Engroshandel Detailhandel
Top 3:
1. Private service 2. Hotels, hostels, etc 3. Retail 4. Public service 5. Transport
24% 7% 6%
2% 4% 3% 15%
20%
Antal
60 40 20 0 5 18 14 26
41
Periode
70
75
80
85
90
95
00
19
-1 9
-1 9
-1 9
-1 9
-1 9
-2 0
<
70
76
81
86
91
96
19
19
19
19
19
19
30 25
Top 3:
2. Handicrafts 3. Sport
Antal
20 15 10 5 0
70
75
80
20
01
85
-2 0
05
90
95
00
19
19
19
19
19
19
20
70 -
76 -
81 -
86 -
91 -
96 -
19
19
19
19
19
19
Periode
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20
01 -
<
20
05
Kunst Musik
2% 1% 21%
580 total work places More than fishing and agriculture, approx. same as 1% metal.
12% 17% 7%
0% 8%
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POTENTIAL
Small
Size of industry
Big
After HUR Experience Economy a growth area for the Capital Region.
www.kulkom.dk 2007
Progress for food industrys growth in value largely in the smaller creative producers
Highest number of craftsmen per km2 on Bornholm
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Global Trend
(Da Vinci, the Knights Templar, Fantasy in general)
The reality
Film: The Lost Treasure of the Knights Templar, filmed on Bornholm
Local history
The Round Churches, local books and research
Institutions
Bornholms Middle Ages Centre, forest district, churches
Treasure hunt on the entire island exhibition and finals at Middle Ages Centre. Family and experience tourism www.kulkom.dk 2007
Business tourism
Low season
Meetings
Incentives
Congresses Experiences
Characteristics
Workshops that build individual solutions Educated work force, non-specialized
New market
Individualisation Immaterial Welfare Altered consumer behaviour and demand The staged home and home office
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www.kulkom.dk 2007
Metal clusters
Cooperation with Danish designers
Technological Institute, Ris Product development own products and selection Last phase: shared marketing and branding Bornholm Blacksmiths individual solutions for your home. www.kulkom.dk 2007
The Regional competitivenes model. OECD/Business and Development Board 2005. www.kulkom.dk 2007
The municipality's
creative and social framework
Institutions. Library, Music school, Community centre, Sports facilities, Museum People. Artists, innovators and engaged. Symbol analysis's and experts. The Social capital. Clubs and associations. Voluntary work. Networks Businesses. Innovative & knowledge-intensive industries + national
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Museum, Music school, Community Centre & library Local Institutional Creative Framework Requirements
The cultural institutions role are changing. Content and experience provider. Generator of Social Capital and processes. Centre of aesthetic expertise and cultural knowledge. (which is needed by Corporate Sectors) www.kulkom.dk 2007
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If
you accept the logic of the Experience Economy
- The free arts and culture are basic research.
- Research is a precondition to create something unique & valuable - you must invest more in research (Lissabon agreement)
Municipalities have the key to some of the creative www.kulkom.dk 2007 framework requirements.
May the innovation find you all Thank you for your time Flemming Madsen www.kulkom.dk
www.kulkom.dk 2007
www.kulkom.dk 2007
Working with
Employee training
I Hovedstadsomrdet
Knowledge partners:
CBS AKF Roskilde Universitetscenter [Rosilde University] Danmarks Biblioteksskole [Denmarks Library School] Center for Regional og Turismeforskning [Centre for Regional and Tourism Research] Rambll Management Mercuri Urval Holstein Knowledge partners pay to participate. Why? Agenda and participant groups.
www.kulkom.dk 2007