Creative economy forum booklet

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What is the Creative Economy Forum? The Creative Economy ForumŠ (CEF) is a new instrument for establishment of public-private dialogue in the field of creative economy, which will also serve as a platform for discussion, elaboration and monitoring of policy actions in the field of culture and creative industries. The vision of CEF is to become a new platform for public-private dialogue, as well as for preparation of policy recommendations on how to support better culture and creative industries and to encourage linkages with other sectors, cross and inter-sectoral cooperation. The founder of CEF is Creative Economy Group and its main goal is to initiate the advocating for changes in legislation, procedures and business environment, as well as for better position of culture sector and creative industries at the policy agenda; to foster networked policy actions and interdisciplinary problem solving, as well as to ensure better coordination of interests and inter-institutional cooperation among all stakeholders which are involved in creative industries development at national and regional levels (Western Balkan and SEE countries).

First CREATIVE Economy FORUM 2012.

Date: 05-07- November 2012. Organizers: Creative Economy Group in cooperation with Chamber of Commerce and Trade of Republic of Serbia Patrons: Embassy of Australia in Serbia, Macedonia and Montenegro and Chamber of Commerce and Trade of Republic of Serbia Media coverage: 89 media articles; 3 video articles; press: 40 original articles; 46 social media/on line platforms

Concept and sessions “Country in focus” at the first Creative Economy Forum was Australia, with kindly support of Australian Embassy in Belgrade and Her Excellency dr Helena Studdert, Ambassador of Australia in Serbia, FRY Macedonia and Montenegro. Australia is the first country which recognized creative industries by major government policy statement “Creative Nations“ in 1994. Since 1994 Australia has accumulated rich experience and knowledge in managing development of the creative sector as a component of Australia's industry, technology, cultural and innovation strategies. UNESCO Institute for statistics presented and organized discussions about the 2009 UNESCO Framework for cultural statistics, as well as sharing their experience on cultural statistics and methodologies including measures on how cultural industries contribute to the economy. On the latter topic, UNESCO Institute for statistics has worked on a handbook entitled “A Methodology for Measuring the Economic Contribution of Cultural Industries” as a part of the UNESCO Framework for Cultural Statistics Handbook Series. The handbook provides guidelines and discuss best practices on this topic. The first phase of the development of the handbook is the publishing of a comparative analysis of current methodologies – on this topic. On UNESCO session it was presented the different projects related to the 2005 UNESCO Convention on the Protection and the Promotion of the diversity of cultural expressions which are supported by UNESCO Fund for cultural diversity in 2011 and that take place in the region as well as some measurement issues related to this topic. The third session was organized in the form of “Creative Economy Policy Forum” discussed main issues of culture and creative industries in the condition of economic crises. On the Session moderated by prof. Gojko Rikalović from the Faculty of economics Belgrade it has been explored key approaches toward governance of culture and creative industries in the time of economic crises as well as possible solutions for Serbian creative sector.

The first Creative Economy Forum was held in Belgrade from 5-7th November 2012. The Forum was organized by the Creative Economy Group regional research platform and academic think-thank whose main objectives were to advocate and encourage better position for the cultural industries in the policy agenda in Serbia and Western Balkan countries. The Forum was a part of regional component of five years project Creative Serbia 2020. The key speakers of the Forum included professor David Throsby, Macquarie University, Sidney, Jose Pessoa, Head of the Cultural Unit at the UNESCO Institute for statistics, Montreal, professor Gojko Rikalović form Faculty of Economics, Belgrade, Hristina Mikić, Modern Business School, Belgrade and executive director of Creative Economy Group, professor Dr Goran Petković, state secretary from Ministry of Economy and Finance of the Republic of Serbia, Ivana Zečević, head of the International Cooperation Unit in the Ministry of Culture and Information of the Republic of Serbia and contact point for UNESCO IFCD in Serbia. The Forum was attended by approximately 200 participants from Serbia and Western Balkan countries. The country in the Forum focus was Australia, which presented their good examples in managing public policies and programmes supporting the cultural industries development.

The Forum was also the occasion to discuss numerous policy solutions concerning better support to the development of cultural industries and to present the preliminary results about economic contribution of cultural industries in Serbia. Hristina Mikić, director of the Creative Economy Group, stressed that CIs contribute about 7.2% to total employment and 9.89% to total GVA. Depending on sub-sectors in creative industries, the average growth rate of employment is between 1% and 6.4%, while the GVA growth rate was between 0.2% and 10.8%. Each 5 jobs in creative industries creates 2 new jobs in partially and independent cultural industries. The most interesting information was about quantification of effects of economic instruments of public policies implemented in the period 2001-2009 in Serbia. They demonstrated that approximately 10% of the GVA was lost in 2009 owing to the poor investment policy and policy of financing culture and creative industries in Serbia in the period 2001-2009. She had pointed out that “creative sector has potentials for development, but it is necessary to develop numerous conditions (both financial and non-financial) for that potential to come true”. Ms. Mikić stated that “the main obstacle to development of creative sector at the moment lies in numerous public policies without appropriate solutions adjusted to specific needs of the creative sector”. Preliminary research was conducted by the Creative Economy Group Belgrade, as a platform for in-depth measuring of economic contribution of CI in Serbia which would be further expanded on in 2013.

The second two days of Forum addressed the options for greater visibility of key concepts of public policy for support creative industries in the framework of UNESCO Convention on the Promotion and Protection of Diversity of Cultural Expressions. The main aim of those sessions were to build capacities of policy makers, researchers, statisticians and other stakeholders from the Western Balkan region to develop evidence-based policies, as well as to enable recognition of economic and cultural dimensions of cultural industries. The training was delivered to 60 policy makers and other stakeholders in cultural industries. Josse Pessoa, head of the Cultural Unit at the UNESCO Institute for Statistics in Montreal, delivered a presentation focused on the 2009 UNESCO Framework for Cultural Statistics, and shared UIS experience on cultural statistics and methodologies including measures on cultural diversity. Professor David Throsby, who participated in drafting of the UNESCO Cultural Diversity Convention, delivered an extraordinary lecture about the UNESCO Cultural Diversity Convention and new cultural phenomenon, and their practical implementation in the field of cultural policy. Hristina Mikić presented the UIS report which compared and contrasted the approaches, highlighting the advantages and limitation in measuring of economic contribution of cultural industries and provided information to policy makers interested in measuring of economic impact of cultural industries, with the aim to enable the use of these results as background information in developing evidence-based public policy. Zoran Galić from Republica Srpska presented the preliminary result about Film industries mapping exercise in Republica Srpska project supported by the International Fund for Cultural Diversity in 2011.

The First Creative Economy Forum©

Creative Economy Group, Belgrade in partnership with Serbian Chamber of Commerce Belgrade, 5th November 2012, place: Serbian Chamber of Commerce, Resavska 13-15 9.30-10.00h Welcome note and opening Mihailo Vesović vice-president of Serbian Chamber of Commerce Her Excellency dr Helena Studdert Australian Ambassador in Belgrade Miroslav Tasić state secretary Ministry of culture and information, Republic of Serbia Hristina Mikić director, Creative Economy Group, Belgrade 10.00 – 11.15h Country in Focus: Creative Australia Her Excellency dr Helena Studdert Ambassador of Australia in Belgrade Australia's National Cultural Policy Prof. David Throsby Macquarie University, Sydney Creative Australia: policy framework Paul Sanda Senior Trade Commissioner and Counsellor (Commercial), Australian Trade Commission (Austrade) Creative industries in Australia Natasha Cica Associate Professor and director, Inglis Clark Centre for Civil Society at the University of Tasmania and Sidney Excellence from The Edge: learning from Tasmania's Museum Of Old And New Art Moderator: Dejan Molnar The Faculty of Economics, Belgrade 11.15-11.45h Coffee break

11.45- 13.00h UNESCO session: Cultural industries, cultural diversity and development Prof. David Throsby Macquarie University, Sydney Jose Pessoa Program Specialist, UNESCO Institute of statistics, Montreal Hristina Mikić Creative Economy Group, Belgrade Moderator: Ivana Zečević Head of International cultural cooperation Unit, The Ministry of culture and information, Republic of Serbia and contact point UNESCO Fund for cultural diversity

13.00-13.45h Welcome Cocktail

13.45-15.00h Creative Economy Policy Forum Towards policy solutions: Culture and creative industries in the condition of economic crises Moderator: prof. dr Gojko Rikalovic Faculty of Economics, University of Belgrade prof. dr Goran Petković state secretary, Ministry of Economy and Finance, The Republic of Serbia Miloš Milovanović assistant minister, Ministry of agriculture, forestry and water management, the Republic of Serbia Nataša Vujović advisor, Serbian Investment and Export Agency, The Republic of Serbia Veran Matić president of Board of directors B92 and representatives of creative industries at Management Board, Serbian Chamber of Commerce Dimitrije Tadić advisor, department for contemporary art and creative industries, The Ministry of culture and information, The Republic of Serbia

With support

Second CREATIVE Economy FORUM 2014.

Organizers: Creative Economy Group in partnership with the Ministry of culture and information of the Republic of Serbia Patrons: Ministry of culture and information of the Republic of Serbia and US Embassy in Serbia Media coverage: 82 media articles; 9 video articles; press: 43 original articles; 30 social media/on line platforms

Summary and conclusions The Forum was opened by Hristina Mikić, director of the Creative Economy Group, Michael Kirby, U.S. Ambassador to the Republic of Serbia and Ivan Tasovac, Minister of Culture and Information of Serbia. Ms. Hristina Mikić pointed out that "Cultural heritage provides a cultural continuity, the process of identifying and strengthening specific identity within the community, but it is also a knowledge base for the development of a creative society and economy, and therefore has great significance in the creative economy." According to her, Serbia now has officially protected around 2,500 cultural monuments, while estimates state that that there are significantly more resources to be protected. Very few of them have developed management plan and strategy for their meaningful and contemporary economic use. In broader sense, around 5,588 people are employed in the heritage sector. The annual investment in cultural heritage from national resources ranges around 16.5 to 18 million Euros... "This generally shows that cultural heritage has been recognized as a very important issue for Serbian society and economy, but to us, however there is a still much to be done to unblock its potential, to connect with the creative industries and to build a powerful national creative economy ", Ms. Mikić explained. Mr. Tasovac emphasized it was a great pleasure for him to participate in the Creative Economy Forum and said this was another significant step in recognizing culture as an important resource for the sustainable development of our society. "Cultural heritage is not a burden, it is rather one of the largest and so far not fully utilized development potentials of Serbia," said Mr. Tasovac and added that "… capacity building of cultural professionals and relevant institutions should enable the development of this particular potential… To achieve this goal, this area must constantly adapt to modern trends and the needs of the society." Ambassador Kirby said that we should develop public-private partnerships as a new model of work in creative sector in Serbia and stressed that "Serbia has a huge and important cultural heritage, and it should be used as a potential for the economic development of the country”, and he also reminded that “there is a large number of beautiful monasteries in Serbia, but also examples of modern art." Participants from the United States of America, Dr Christina Luke, Donovan Rypkema and John Drew Giblin, presented the US approach and experience in linking the cultural heritage, creative economy and cultural diplomacy. Mr. Rypkema, a leading expert on rehabilitation projects, said there was a need to think beyond the classical models of economic valuation of heritage, such as tourism, but actually to put the focus on linking cultural heritage and creative industries.

During the National session "Cultural heritage as a socio-economic key to the development of Serbia," participants stated it was crucial to treat this sector in systematic way as a development resource, and to develop a strategy for the protection and economic use of cultural heritage. At the beginning of the session, Ms. Hristina Mikic presented the results of research of development aspects of cultural heritage in Serbia over the past 10 years. She said that the biggest challenges in the field of heritage were large budget deficit and difficult economic situation in the country, the absence of a strategic approach in this area, outdated regulations inconsistent with the conventions of the Council of Europe and UNESCO, the protection which appears only at the level of technical protection and system of the heritage funding. Ms. Mikić emphasized that the key issues for heritage in Serbia were in the field of management and financing, and that both problems would be solved "trough transition from the classical model of technical protection to a management approach based on the values of heritage, their conservation and management, and then to the living heritage approach that puts people and the local community in the center, and treats the heritage as an inseparable part of the community." Mr. Vladimir Marinković, the vice president of National Assembly of the Republic of Serbia said that the heritage was the key resource for building-up of a creative society and economy, and that kind of gatherings and forums, as well as development of a strategy for this sector, certainly would lead to a new heritage approach so that it can provide the best results in terms of socio-economic development of Serbia. Ms. Asja Drača Muntean, Deputy Minister of Culture in Sector for International Cooperation and European Integration stated that Serbia had already begun the process of developmental treatment of cultural heritage through the Council of Europe Regional Programme on Cultural and Natural Heritage in South-East Europe which was now being called "Ljubljana Process 2", and it would be even more successful if new models and standards were applied in the evaluation and interpretation of heritage. Ms. Estela Radonjić Živkov, from The Institute for the Protection of Cultural Monuments of Serbia and national coordinator of Ljubljana Process 2, the Council of Europe / EU / TFCS’s project, referred to a number of problems in the field of protection, and expressed possible solutions for the future. She pointed out that Institutes had no short or long-term plans, and the protection campaigns occured mainly under the auspices of some celebrations, and added that large amounts of money were often spent without specific ideas, and consequently the results failed. She added that "the basic principles established in The Venice Charter are not respected in the process of conservation, much has been discussed about the long-outdated problems, and depending on the political environment the specific types of heritage have been favored, while others have been neglected." Ms. Radonjić-Živkov said it was necessary "to undertake a preliminary assessment of rehabilitation potential of heritage resources as possible solutions to these problems and unblocking of the developmental potential of the heritage. Based on that, planning of resources and directing of rehabilitation should be approached, with introduction of a strategic approaches in the work of the Institutes for the Protection of Cultural Monuments, passing of new law, work on greater professionalization in the sector, while institutionalizing IPSARH methodology. All these should begin with drafting of the umbrella strategy for the protection and economic use of cultural heritage".

The last session presented leaders of innovation in the creative economy whose work is based on active linking of heritage resources with creative industries, but also on partnership with the corporate sector. Common to all these examples is that they are connected by the idea of sustainable rehabilitation and economic use of cultural heritage that provides continuity and preservation of socio-cultural values and adds a new value through the contemporary approaches to economic valuation. Bora Dimitrijević, director of the National Museum Zaječar presented the project of rehabilitation of "Felix Romuliana" site and the growing importance of sustainability of this site through its closer relationship with local creative industries. Ljubisa Šolaja, director of the Institute for the Protection of Cultural Monuments of Sremska Mitrovica explained how elements of the site, stone and mosaics of the "Sirmium Imperial Palace" can be an inspiration for the development of creative economy. Ksenija Marković and Nenad Radujević, leaders of developing the authoring fashion in Serbia, pointed out that authoring fashion as a part of the creative industry may revive the abandoned buildings of cultural heritage. They presented the 15 years long experience of Belgrade Fashion Week, which is now being developed by the Association of Fashion Designers - BFW Designers Collective, that they founded, establishing a dialogue between the past and present, through the use of cultural heritage as a platform to promote the authoring fashion. Sonja Marić, Marketing Director of UNIQA insurance, presented an example of BizArt partnership of this company in the field of cultural heritage. Ms. Marić stated that this company has a long tradition of cooperation with the business sector through the program of ArtUNIQA - a specific insurance of collections and art projects. She also mentioned that engagement on the project "Hidden Treasure of Jevrema Grujić Legacy" opened new perspectives for the cooperation in this field. The Legacy of Jevrem Grujić together with Suvača in Kikinda and Roman Thermae in Čačak, is one of experimental examples for the development of mentoring work in business plans development in the field of heritage, which is being realized this year with the support of the Council of Europe. Miloš Đukelić, director of the Red Production film company and one of the 35 leaders of the creative economy in Serbia, in the framework of the program of internationalization of creative industries "Creative Industries SERBIA" , presented the innovative models of use of cultural heritage as a film location on the example of his company work. Using the interior and exterior fortress in Serbia, Mr. Đukelić showed how can be achieved meaningful and economically sustainable linking of the film and television industry with the cultural heritage. Estela Radonjic-Živkov presented the process of rehabilitation of Suvača in Kikinda and its transformation into a Community Center, and the use of national architectural heritage as a base and a central element for the development of local creative industries in Kikinda. After the forum, it was announced that research presented at the Forum, visions and conclusions from the Forum with additional consultations, would be published by the Creative Economy Group as a strategic instrument White paper on cultural heritage in Serbia: a guide spot for building a creative society and economy, which should serve as a guideline for improving policies on heritage and to provide measures and reform directions to be taken in order to achieve more successful outcomes models of creativization of Serbian economy and culture.

The cultural heritage: challenges in the creative economy Belgrade 6. November 2014. Place: Federal Executive Council (Yugoslavia), Bulevar Mihajla Pupina 2, New Belgrade 9.30-10.00h Opening Hristina Mikić director, Foundation Creative Economy Group, Belgrade Ivan Tasovac Minister of culture and information, The Republic of Serbia His Excellence Michael Kirby Ambassador of USA to the Republic of Serbia 10.00 – 11.30h Country in focus: US approach and experience in cultural heritage John Drow Giblin attaché for culture and public affairs, USA Embassy in the Republic of Serbia US approach to cultural heritage and USA Embassy programme for cultural heritage in Serbia Prof. Donovan Rypkema Heritage Strategies International, Washington The Economics of Historic Preservation and creative economy Prof. Christine Luke senior lecturer of Archeology, Boston University – Department for Archeology US Cultural Diplomacy and cultural heritage Moderation: Dejan Molnar The Faculty of Economics/Creative Economy Group Advisor for regional development and creative economy 11.30-12.00h cafe break 12.00- 13. 45h Challenges of sustainable cultural heritage in Serbia: regulation– financing – conservation quality – heritage economics Prof. dr Gojko Rikalović The Faculty of Economics Belgrade (president of the session) Prof. dr Vladimir Marinković vice president of the National Assembly of the Republic of Serbia Irena Vojackov Sollorano Permanent UN coordinator in Serbia Asja Drača-Muntean assistant minister, The Ministry of culture and information, The Republic of Serbia

Zoran Vapa director, Provence Institute for protection of cultural monuments AP Vojvodina Estela Radonjić Živkov Republic Institute for protection of cultural monuments, Belgrade Hristina Mikić director, Foundation Creative Economy Group Discussion and Conclusions 13.45-15.00 h Cocktail 15.00-16.30h New models and visions of cultural monuments rehabilitation in Serbia: best practices Bora Dimitrijević director, National Museum Zaječar Challenges and successes in rehabilitation of complex archeological site Felix Romulinana Ljubiša Šulaja director Institute for protection of cultural monuments Sremska Mitrovica Carska Palata Sirmium: new vision of rehabilitation cultural heritage Estela Radonjić-Živkov Republic Institute for protection of cultural monuments, Belgrade Kikinda Mill: vernacular heritage as a new community center in Kikinda Miloš Đukelić director Red Production Cultural heritage as a film location Sonja Marić marketing director UNIQA insurance Heritage as a inspiration for corporative support – case study House of Jevrema Grujića Moderation: Hristina Mikić director Foundation Creative Economy Group

With support