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NEWSLETTER Issue No. 04 - December 2010

INTRODUCING CREATIVE GROWTH Creative Growth is working to increase European competetiveness and accelerate regional economic growth through the development of the creative sector as a new business sector and a key driver of the emerging knowledge economy.


Anna Jacobson Project leader Marlene D. Lindholm Communication Manager


By Anna Jacobson, Creative Growth Project Manager & Marlene D. Lindholm, Creative Growth Communication Manager. Another year is coming to the close and 2010 has been an intense year for the Creative Growth partners. The project has covered a lot of grounds and made good progress in coming to terms with the characteristics and the needs of the creative industries in our partner regions.


Made possible by the INTERREG IVC programme Co-financed by the ERDF


Spinderihallerne, Denmark Stara Planina, Bulgaria Eszak-Alföld, Hungary Aster S. cons. p.a., Italy Kaunas, Lithuania Timis, Romania Edinburgh Napier, Scotland South Denmark European Office Asturias, Spain Småland, Sweden Östsam, Sweden

In 2010 we finalized the Mapping of the Left: Anna Jacobson, Right: Marlene D. Lindholm creative sector in the partner regions; an interesting, but nevertheless difficult endeavor in which we were challenged by the lack of appropriate statistical tools and the scarcity of available statistics which made cross-country comparisons very difficult. Based on our experience with the mapping, we join in with those pledging at European level for a better definition of the sector and for more accurate statistics on the sector. Despite the challenges, we did succeed in gathering in two reports a significant amount of both qualitative and quantitative data and information. The reports provide evidence that the creative sector is of considerable importance in all the regions that take part in the project. The joint studies show and describe both great similarities and significant differences across the regions. 2010 has also been an intense year for the participants in our four thematic working groups (TWGs). The groups have been together twice during the year and a lot of work and research has been done in between the meetings. Especially inspiring has been that the TWGs have provided us with the opportunity to bring into play those people that the project is really all about – the companies as the end users; the development agencies as the implementers; and the public administrations as the decision makers. Looking back at the year gone by and the developments at EU policy level, it is encouraging to see how our Creative Growth project is in tune with the EC Green Paper on the Cultural and Creative Industries; the new EU2020 growth strategy for smart, green and inclusive growth as well as the EC Communication on regional policies for SMART development and within this communication, the attention and recognition given to the cultural

and creative industries and their strategic importance for linking creativity and innovation at the local and regional level in Europe. The challenge that now lies ahead for the coming and final year of the Creative Growth project is to stay tuned into this our common European agenda. Concretely, we as project partners must now fully digest the many lessons learned and experiences shared and transferred amongst the partners and do our utmost to turn them into to real impacts at the localregional level in our regions. On behalf of all the Creative Growth partners, we wish the readers of the Creative Growth Newsletter a Merry Christmas and a Creative 2011!

2. Creative Growth Project Progress CREATIVE GROWTH PILOTS Currently, four pilots are being implemented in the framework of the Creative Growth project. The implementation and results of the pilots will serve as valuable input to the project as they demonstrate in practice emerging new elements in business support structures. The pilot activities are complementary and the integrated approach and close link between the pilots and other project activities give the partnership a unique opportunity for joint interregional learning and ensures a successful transfer of good practice between the partners. The four pilots are described in brief on the follwing page. CREATIVE GROWTH INTERREGIONAL THEMATIC SEMINAR IN NORRKÖPING On 19 October 2010, Östsam Regional Development Council hosted the 4th Interregional seminar on policy development for boosting the creative sector. The event took place at the Musem of Work located in the middle of one of Europe’s most interesting industrial landscapes beside Motala Ström in Norrköping, Sweden. Some 60 participants from nine European countries attended the event. The conference showcased a variety of strategic ap- OTHER SPEAKERS AT THE SEMINAR proaches and regional examples of actions supporting the development of the creative sector. The pro- Joakim Kärnborg and Peter Karlsson, Östsam Regional develgramme was a mix of speakers representing different opment Council. Anne Revland, Norrköping Municipality. Carin approaches and different policy levels (local, regional Karlsson and Christina Nibelius, Delta Garden. Staffan Gunnarsand national). The conference was opened by Östsam son-Lind, KC Syd and ALMI. Regional Development Council’s President Jan OweLarsson and Spokesperson for Culture and Creativity, Lars Eklund. They demonstrated proof of creative talents – staging a truly creative presentation of different political approaches to the creative sector as a new business sector and the need for cross-cutting collaboration. Anna Hag from the Swedish Ministry of Enterprise together with Joppe Pihlgren from the Swedish Agency for Economic and Regional Growth presented the Swedish national case as an example of how two different fields; culture and enterprise, can join forces and develop a joint action plan for the creative industries. Joppe Pihlgren described the process with developing regional action plans and how there, in Sweden, is an ongoing dialogue with all the regions in the country to support them in their development of plans and activities. Tobias Nielsén from Volante reflected on lessons learned so far from activities within the creative sector and drew some

Pilot from CEEI Asturias - Spain Name: Asturian Creative Office Objective: Capitalising the interregional exchange of knowledge and experience by designing a model of an Asturian Creative Office Target group: Asturian creative entrepreneurs and industries Actors/partners: Regional government: Vice-counsellor of Cultural Promotion & Language Policy; Laboral City of Culture, the International Oscar Niemeyer Center, Cultural Enterprise Office UK, Aster Italy, and others Outcomes/expected results: the design of the Creative Office in Asturias: a creative community of actors identified as providers of specialised services. A model designed and adapted to the Asturian context. Identification of strategic and potential areas within the model and new support for creative entrepreneurs and industries in Asturias.

Pilot from Edinburgh Napier University United Kingdom Name: Music industry training workshop series for creative and cultural business advisors in Scotland Objective: designing a training curriculum to enhance advisors’ existing knowledge on the Scottish Music Industry, allowing them confidently to advise clients before passing them on to music industry specialists Target groups: business advisors/cultural and creative industries advisors, mentors, trainers for creative businesses Actors/partners: Cultural Enterprise Office Scotland, Creative Arts Business Network (Borders Region), CEEI Asturias, ASTER Italy, Edinburgh City Council, Highlands and Islands Enterprise, Creative Scotland Outcomes/expected results: sample music industry training curriculum which can be applied to other sectors of the creative industries; stimulation of debate on how to ensure up-to-date knowledge among advisors to creative industries businesses; improvement of the current creative industries business support environment

Pilot from ASTER – Italy Name: CREATER – Crescita cREAtiva in Emilia-Romagna (Creative Growth in Emilia-Romagna) Objective: To define a support path especially dedicated to help Emilia-Romagna creative companies in the early stages and test this path on a group of selected companies. Target group: New businesses in the creative sector based in Emilia-Romagna and new businesses in other activity sectors, but with an application in the creative sector. Actors/partners: Cultural Enterprise Office (UK), CEEI (Spain), regional actors such as the Municipality of Bologna. Outcomes/expected results: Three main activities are foreseen: 1) Development of a support path for creative businesses based in Emilia-Romagna, including 3 steps: identification of companies’ needs; analysis of Creative Growth partners’ experiences and tools; and development of a support path; 2) Test of the path on a selection of 10 enterprises/projects. A call for application has been published in November to select companies. Enterprises will start the support path in January 2011. 3) Promotion of the selected enterprises both in Emilia Romagna region and in Europe through a public event.

Pilot from Spinderihallerne – Denmark Name: Creative Growth Moving Offices Objective: Allowing entrepreneurs to swap office space between different incubators in shorter periods and access other creative networks and environments in other European regions. Target group: Creative entrepreneurs, networks and incubators in European regions. Actors/partners: Creative companies, European incubators, Creative Growth partners, Creative Growth TWG on Incubators Outcomes/expected results: The concept “Moving Offices” will be transferred to other European regions in order to develop an interregional network among entrepreneurs and incubators aimed at the creative sector. This will help to strengthen the creative entrepreneurs in other regions in Europe and transfer knowledge on creative networks to less experienced regions. Additional, it will help to improve and strengthen incubators in Europe and their physical environments as well as allowing for the development of better tailor-made business support mechanisms for the creative sector and transfer of knowledge for building strong creative networks.

key conclusions. He highlighted specialization and concept development as keys for success. The creative sector is a huge area with big differences between urban and rural areas. To move forward we need to talk with the creative people and not so much about them. A big challenge ahead is to specialize and find the models working for our specific conditions, Tobias Nielsén concluded. The afternoon was dedicated to round table discussions on the theme of the day and a presentation by Niklas Cserhalmi on the Museum of Work and how the industrial landscape has been transformed from a declining textile industry area to a well visited centre including museum, university and knowledge intensive companies. In the evening, the participants were invited to a study visit to the Centre for Visualization. The centre is a meeting place on visualization and is the result of close collaboration between the municipality of Norrköping, Linköping University, Norrköping Science Park and Interactive Institute. The centre contains an experience laboratory and a virtual reality (VR) theatre and is filled with a variety of different visual experiences. INTERREGIONAL TRAINING IN BOLOGNA ON 30/11 - 1/12/2010 On 30 November and 1st December 2010, Aster organised in Bologna an interregional training for business advisors from the Creative Growth partner regions. The main aim of this two-day seminar was to provide “trainees” with the following: starting with general concepts on a specific topic, analyse case studies and then specific tools in the frame of supporting enterprises with specific attention to business start-up and the creative sector. The training was organised in modules on main issues to support a creative business: • How to organise services? • How to better incubate companies? • How to finance companies? • How to help companies find partners? A practical exercise was also carried out to experiment “team building methods” used in Emilia-Romagna to support startups using techniques developed in an important creative company. In addition, to conclude the training, 5 creative companies based in Emilia-Romagna had the chance to introduce their organisation and products to the participating partners: • Econoetica (, Bologna – Econoetica has developed “Arianna”, a web platform for developing, publishing and distributing mobile tourist guides in an easy and fast way. • Poetry Box, Bologna – Potrey Box has developed a new high quality sound system which, when placed in a specific space, plays poems and other literary works or historical documents on demand. The system is associated to the development of a project tailored to each site, thus making every installation unique. • Simplenetworks (, Rimini – Simplenetworks has developed Mytable, an innovative concept of table that enables customers to directly order food and drinks, dialogue and entertain. • Spreaker (, Bologna – Spreaker has launched an innovative social web radio where all the shows and radio stations are created by the audience. • TIWI (, Reggio Emilia – TIWI designs and produces videos to efficiently present complex concepts such as ideas, products, services and data. With 27 participants from support service providers, start-ups and institutions from Emilia-Romagna and other partner regions, the training was particularly successful both in terms of knowledge exchanged and networking favoured.

3. The importance of the Creative Growth project to partner regions ACTION PROGRAMME FOR THE CULTURAL AND CREATIVE INDUSTRIES IN ÖSTERGÖTLAND East Sweden Regional Development Council has been active at the regional level with the development of the creative sector since 2006. The development has been driven in project form, run by the department of culture. This work has been conducted in three phases, as in Creative Growth; mapping, knowledge dissemination and network support. We have now reached the point where more active efforts from a business perspective are required. Now that we know that there are businesses within the creative sector’s area and that the networking has been beneficial for many companies and entrepreneurs - it’s time for some real action. An important next question for us to ask is: how sustainable are these companies? In 2011-2012 East In Sweden, an Action Plan for Cultural & Creative Industries Sweden Regional Development Council is planning was launched in 2009. The purpose is to create good condito continue to work with the creative sector with a tions for entrepreneurs, potential and existing companies cross-sector approach, including both a cultural and within the field of culture and creativity to develop new a business perspective. The purpose of this approach forms of cooperation between culture and business, and to is to both provide support to broad network devel- promote culture and artistic talent as important perspecopment, to create interaction between people, new tives for innovation and development. opportunities and also to open doors to business development. The Culture Department will continue the development of the networks and the business department will work with more direct business support. This work is very much in line with and supported by the National Action Plan for the creative and cultural industries produced by the Ministry of Culture and the Ministry of Enterprise in 2009. One of the areas of this plan is to provide support to the development of intermediaries and networks in the regions. Many Swedish regions have worked with supporting networks as centerpiece to developing the creative sector and many stresses that these networks “In Östergötland, we have now reached the point are central to the development of the where more active efforts from a business perspective creative sector. We have seen a positive are required. It’s time for some real action. ” development with this kind of activity and will therefore continue this process. The next step is to have dedicated expert coordinators responsible for developing the creative sector in the region Heléne Bäckström, Project Manager Business Development, Östto continue the work done in Creative sam Regional Development Council Growth and other projects.

4. Partner Profiles With each issue of the Creative Growth Newsletter, we take the opportunity to present profiles of the project partners. With this December issue, we welcome our new Lithuanian partner: the Kaunas Regional Development Agency. Contact details for Kaunas RDA and all the other partner profiles can be found on the Creative Growth project website: KAUNAS REGIONAL DEVELOPMENT AGENCY, LITHUANIA The impossible is often untried…This is how we became a partner in the Project “Creative Growth”! After the administrative reform in Lithuania we replaced the Kaunas County Governor’s Administration, the initial partner from the Kaunas Region. Here’s what CREATIVITY means to us: • a tool to reach success not only for the company, but also for the Region, whilst competing in the project based market; • new ideas and innovative ways to improve public services and increase the competitiveness and wellbeing of the region;

• a way to cope with challenges; • the potential to discover the best solutions; • colours in our work, that brighten the routine – and so much more… Kaunas Regional Development Agency (Kaunas RDA) is a regional tool to consolidate and coordinate activities of scientific, technical-technological, creative, innovative, and entrepreneurial potential together with local governmental institutions of the Kaunas Region, implementing the National Regional Development Policy and stimulating the sustainable and balanced development of the Kaunas Region. We operate in the Kaunas Region, with 8 municipalities and nearly 700,000 inhabitants. Kaunas city – an academic, historical and cultural town – is the centre of the Region and the second largest city in Lithuania. Kaunas RDA has ten years’ experience with participation in various projects, concentrated on different fields. However, Creative Growth is a rather new area that has to be explored and professionally exploited to encourage the development of this sector in our Region. Kaunas Region lacks direct business support structures that would devote attention to creative industries. Attention is mostly paid to business development in general, to the implementation of new technologies and the advancement of innovations. Kaunas RDA is eager to learn from the Creative Growth project partners’ experience in the creative sector in order to use the obtained practice in the implementation of projects in our own region. Our main challenge is to create and implement a regional policy for the development of creative industries and to promote a creative economy based on them. This is a golden opportunity for the Kaunas Region to create and build the image of a proactive region by making use of the higher attention currently given to creative industries in the political economy in Lithuania and abroad.


Creative Growth upcoming events

• The 5th Creative Growth Interregional Thematic Seminar will be organized in Debrecen (Hungary) in March 2011 on the topic “Media cluster throughout Europe”. The seminar will focus on cooperation between the private and public sector on the creative sector. Speakers from clusters and cluster development organizations will be invited. The programme and all relevant information will be made available on the partner’s website: and on the Creative Growth project website: The organizer, the region of Észak-Alföld, has a number of creative clusters. Most of them have been founded recently. The Èszak-Alföld Informatics Cluster works on information and communication technology and on the development of software. The same does the Silicon Field Regional Informatics Cluster. Among the other creative clusters in the region are the Èszak-Alföld Thermal Cluster; the Èszak-Alföld Audio-Visual Media and the Creative Industrial Cluster; the Handicraft Supplier Cluster in Szabolcs-Szatmár-Bereg and the Innovative Tourism Cluster. • The Creative Growth Final Conference will be organized in Kaunas, Lithuania in June 2011. The event will be hosted by the Kaunas Regional Development Agency. The conference programme and all relevant information will be made available on Creative Growth project website:

Östsam Regional Development Council, Sweden Edinburgh Napier University, Scotland

Regional Council of southern Småland, Sweden BIZ-ART, Denmark Kaunas County Governor’s South Denmark European Administration, Lithuania Office, Denmark

Észak-Alföld Regional Development Agency, Hungary Timis County Council, Romania Aster S. Cons. p. A., Italy CEEI Asturias, Spain

RAM Central Stara Planina, Bulgaria Östsam Regional Development Council, Sweden Edinburgh Napier University, Scotland

For more inform atAsturias, ion aSpain nd contact: CEEI

Regional Council of southern Småland, Sweden Spinderihallerne, Denmark Kaunas County Governor’s South Denmark European Administration, Lithuania Office, Denmark

Észak-Alföld Regional Development Agency, Hungary Timis County Council, Romania Aster S. Cons. p. A., Italy RAM Central Stara Planina, Bulgaria


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33 southdenmark 2010 12 13