Joint action plan Local Implementation Plan Ljubljana This Project is implemented through 1/21
Introduction The Local Implementation Plan (LIP) is a part of the Creative Cities project, which is an international (Central Europe) project that supports the development and promotion of creative industries in Central European Cities. Somehow it could be claimed that a LIP is subordinated to JAP, the Joint Action Plan an action plan at the project level. JAP stands for actions that would be implemented in several partner cities which gives them a transnational dimension. On the other hand LIP s focus is very local. In our case that means the LIP is focused on the Ljubljana Urban Region and Ljubljana municipal level. Therefore it could be claimed that the LIP is the main document at the regional level dealing with the planned support and stimulation of the creative industries. Formally LIPs time focus is set on the years between now and 2015. However, some of the activities listed in this document could go beyond the mentioned 2015. Similarly, not all the activities defined in the LIP would be financed from the Creative Cities project, which ends at the end of 2012. Therefore other sources will be used (e.g. EU/national/local, RDA LUR own sources, possible admission fees for training participants beyond 2012). The contents of the LIP and JAP are structured similarly. They both contain several pillars, which are the same in both cases. The six pillars of the LIP (and JAP) are: - Infrastructure - Networking - Marketing - Transfer of Knowledge - Education and Employment - Finances Each pillar contains several other subordinated activities and each one of these activities has a particular aim. Mostly the activities noted in the LIP do reflect the activates listed in the JAP, however the activities in the LIP are in accordance with the particular local specifics which have been analysed in the SWOT analysis and other research activities of the creative cities project, such as focus group research and theory and case studies research. In future activities may be the subject of modification(s) adapted to the CI needs, as we want a real response to the market expectations. The structure of the LIP will be comparable to other LIPs of the creative cities project, therefore the structural methodology proposed by the Leipzig partners will be used in the LIP of Ljubljana. This Project is implemented through 2/21
This Project is implemented through 3/21
Overview of Planned Actions Joint Action Plan Pillar Infrastructure Pillar Networking Pillar Marketing Pillar Transfer of Knowledge Pillar Education & Emloyment A) An increase of the affordable production space supply B) Establishment of the office in which a cluster contact point would be located C) Suggestions to policy makers A) Establishment of a cluster contact point with an aim to stimulate networking between creative industries and other stakeholders B) Support aimed at the existing and functioning networks A) Elaboration and implementation of a (marketing & ) communication concept for Ljubljana B) Promotional action Creative Ljubljana! C) Articles related to dissemination A) Providing courses at the project level B) Providing an interface with an aim of matchmaking among the members of the cluster at the transnational level A) A research and equipment lists B) Job service Individual measures in support of initiatives and projects of the local creative industry sector 4 Pillar Financing A) Regional scholarship scheme B) Regional guarantee scheme This Project is implemented through 4/21
Contacts Project Coordination Regional Development Agency of Ljubljana Urban Region (RDA LUR) Ms Nataša Mršol Tel: +386 1 3061923 natasa.mrsol@ljubljana.si Tina Pezdirc Nograšek, M.Sc. Tel: +386 1 3061914 tina.pezdirc@ljubljana.si Aidan Cerar Tel: +386 1 3061923 aidan.cerar@ljubljana.si This Project is implemented through 5/21
STARTING POINT SWOT Analysis for creative industries in Ljubljana (December 2010): STRENGTHS: Concentration of institutions and firms (LJ capital) Strong public sector Quality education and training programmes in some sub-branches International cooperation (NGOs) Events, awards Tradition Internationally recognised individuals OPPORTUNITIES: Increasing demand for creative products Comprehensive policy support of CI on national and local level Linking culture with other sectors Use of CI for restructuring of Slovenian business sector WEAKNESSES: Small market CI policy not existing Insufficient funding Missing infrastructure in some sub-branches Lack of specialised educational programmes Everybody doing everything Poor business management skills Lack of promotion Uneven relations in the value chain Competition based on price IPR problems Lack of critical mass (orientation on domestic market only) THREATS: Economic crisis (problems in private sector & lack of public funds) Rapidly changing technologies Fierce competition from other countries Migration of talents abroad Contents are easy to copy This Project is implemented through 6/21
Pillar Infrastructure Baseline Situation - Lack of policies aimed at the infrastructural stimulation of the development of the creative industries. - Lack of affordable production space. - A significant share of the brown-field areas has been privatised or regenerated. Most of the brown-field regenerations have been based on the private initiative. - Potentials of creative industries to regenerate and revitalise particular urban areas which have been neglected or decayed. - No defined creative district at the municipal level. - Cooperation between bottom up creative initiatives and top down policies is rare. - At the municipal level an institutionalised support of artists with the residential and work space already exists. It is possible to rent a studio apartment which contains a residential part and a part for work (art) related activities. However it must be noted that the system only supports artists and does not relate to creative economy stimulation in any direct way. Objective (Target State) - Providing sufficient workspace supply for creative industries at the municipal and regional level. - Supporting the potentials of the creative districts in economic, social and spatial aspect. Coordination of the pillar - Support of the Department for Spatial Management, Municipality of Ljubljana Actions 1. An increase of the affordable production space supply. 2. Establishment of the office in which a cluster contact point would be located. 3. Suggestions to policy makers to adopt policies which would support: a. Development of creative districts. b. Policies aimed at the increase of the fordable residential space for creative individuals. It could be argued, that some of these policy recommendations would not demand new policy documents because they could be included in the existing policy documents and master plans. This Project is implemented through 7/21
Action 1: An increase of the affordable production space supply - Mapping, identification and categorisation of the appropriate spaces at the regional level in which creative industries could function. - Contacting respective municipalities (at the regional level) in order to find a common interest in putting the mapped space on the market of the creative work spaces under particular circumstances. - Match making centre - in order to find potential users of the mapped spaces. - Creative companies, especially start-ups. - Creative individuals with an aim of the self employment. - Municipalities which noticed a lack of job opportunities. - Starting point: 2/2 of 2011(will function beyond project ending) - Support of the Department for Spatial Management, City of Ljubljana (management of the task will be within the Cluster Contact Point) Action 2: Establishment of the office in which a Cluster Contact Point would be located - Establishment of the Cluster Contact Point virtually and spatially. - The purpose of the Cluster Contact Point from the infrastructural point of view is to give space to an employee(s) who manages potential affordable creative spaces. - Stakeholders in the creative industries (emphasis on SMEs) - Creative individuals with an aim of the self employment - Start-ups in the field of CI - Municipalities in LUR - Starting point: May 2011 (preparations for the launch of Cluster Contact Point, employment of a new employee, operation of the Cluster Contact Point) This Project is implemented through 8/21
, equipment (ICT) Action 3: Suggestions to policy makers - Dissemination of the project results (localised) with the help of the publications planned within the project as well. Target group - Local policy makers and decision makers - Starting point: November 2011 (after finalisation of a transnational study) - Support of the City of Ljubljana, Department for Spatial Management This Project is implemented through 9/21
Pillar Networking Baseline Situation - Only some inter(sub)sectoral networks are present, and it is very unusual that these networks associate themselves with the term creative industries. - Networks mainly operate at the national scale. - No institutional approach towards linking the existing creative networks and subsectors has been noted. - No institutionalised facilitation of cooperation between diverse creative enterprises. Objective Institutionalised facilitator of the networking between different creative individuals, enterprises, and other stakeholders such as university, public sector etc. Coordination of the pillar (Cluster Contact Point) - Support of IER Actions 1. Establishment of a Cluster Contact Point with an aim to stimulate networking between creative industries and other stakeholders. 2. Support aimed at the existing and functioning networks Action 1: Establishment of a Cluster Contact Point with an aim to stimulate networking between creative industries and other stakeholders - Establishing a web page of a Cluster Contact Point. - Establishing a Cluster Contact Point spatially. - Naming a Cluster Contact Point manager. - Registration of a Cluster Contact Point in order to become a so called VEM point, which is an institutionalised administrative support for entrepreneurs. - Inclusion of the stakeholders in the Contact Point (web wise). - Stakeholders in the creative industries (emphasis on SMEs) - Creative individuals with an aim of the self employment - Start-ups in the field of CI - Municipalities in LUR - Starting point: May 2011 (preparations for the launch of Cluster Contact Point, employment of a new employee, operation of the Cluster Contact Point) This Project is implemented through 10/21
, equipment (ICT). Action 2: Support aimed at the existing and functioning networks - Identification of such networks. Members would probably need to be identified up to some point as well. - Finding mutual interests between the Cluster Contact Point and such networks. - Existing networks of creative organizations. - Actors who are not yet members of networks - Starting point: May 2011 (Cluster Contact Point) - Support of IER This Project is implemented through 11/21
Pillar Marketing Baseline situation - The term creative industries is insufficiently branded in Slovenia. - Knowledge related to creative industries is low among all stakeholders in Slovenia and Ljubljana. - No evident public strategy or plan regarding creative industries. - No marketing of creative industries at the national level. - No international support or marketing of Slovenian creative industries abroad. - Ministry of Culture partly supports several sub branches of CI with cofinancing their exhibitions - some of them with an aim to promote Slovenian CI. - City of Ljubljana partly co-finances some projects in the field of architecture and activities/events using public space. Bigger support to CI is foreseen within new strategy for culture (2012 2015). Objective - Raise awareness at the national level. - Promote Slovenian creative industries at the international level. Coordination of the pillar Actions 1. Elaboration and implementation of a (marketing &) communication concept for Ljubljana 2. Promotional action Creative Ljubljana! 1 3. Promotion of creative industries and CI cluster initiative 4. Articles related to dissemination Action 1: Elaboration and implementation of a (marketing &) communication concept for Ljubljana - Analysis of the state of the art (with the help of stakeholders as well): identification of problems of CI in the field of marketing and communication, definition of target (dialogue) groups and messages. Questions to be solved are: Is a local cluster label acceptable for all branches? Is it possible to promote all CI branches under one brand? Rather promoting just some branches (e.g. design, architecture)? Any alternatives? - Definition of a communication strategy, objectives (common identity for Ljubljana creative industries / design & architecture / single branches?) => planning of future activities and resources (what should be implemented and how within the promotion action Creative Ljubljana! ) - Presentation of results (concepts) 1 To be decided which actions and tools (might not include a printed publication at all). This Project is implemented through 12/21
- Evaluation - Implementation - Entrepreneurs in CI - Industry in general - Starting point: September 2011 (a public tender for tactical marketing programmes, stakeholder workshop(s), elaboration of a communication concept, implementation) - Support of IER - External expertise (tactical marketing programmes) Action 2: Promotional action Creative Ljubljana! - Presenting cluster members on a website, and/or in a special publication, and/or at an exhibition => to be decided - International dissemination of the Creative Ljubljana! results in cooperation with the other clusters within the project. - Entrepreneurs in CI - Potential consumers of the services provided by the creative industries. - Policy and decision makers - General public => public awareness. - Starting point: December 2011 - Promotional costs Action 3: Promotion of creative industries and CI cluster initiative This Project is implemented through 13/21
- Promotion of creative industries, their importance in the economy - improvement of competitiveness of Slovene economy and promotion of collaboration among creative industries and other (low and/or medium technology) industries (e.g. wood, furniture, metals and metal products, plastics, etc.) - Promotion of CI cluster initiative: benefits of joint actions and close collaboration (from an idea to a product) of creative companies and SMEs from other industries. - Promotion of the Cluster Contact Point as an interface between both groups of stakeholders and their collaboration with faculties - Various tools used: meetings, a round table, workshops, promotion materials, press releases/articles/interviews in media, webpage - Entrepreneurs in CI - SMEs in other industry branches - Students and graduates of creative faculties (design, architecture, etc.) - Policy and decision makers - Media - Starting point: 2/2 of 2011 - Promotional costs Action 4: Articles related to dissemination - Main analysis on which the articles would be based has already been made SWOT. - Professionals and academics - Policy makers - Starting point: May 2011 - IER - Support of RDA LUR This Project is implemented through 14/21
Budged Creative Cities This Project is implemented through 15/21
Pillar Transfer of knowledge Baseline situation - At the national level there is a lack of courses aimed at the creative professionals. - Some European countries are more developed in terms of creative industries stimulation. - An existing network of creative clusters within the CC project. - Lack of business skills. - Rapid technological development. Objective - Establish a knowledge network between the clusters of the project. - Stimulate cooperation between the cluster members. Coordination of the pillar - Support of IER Actions 1. Providing courses at the project level. Courses could be focused on business skills, funding opportunities, technological trends, market trends etc. 2. Providing an interface with an aim of matchmaking among the members of the cluster at the transnational level. Action 1: Providing courses at the project level - Inviting foreign lecturers to Ljubljana in cooperation with other clusters from the partner cities. - Establishing connections with organizations which provide trainings and courses on the international level, such as British Council. - Establishing a list of courses available in other clusters from the partner cities in order to stimulate Slovenian creative entrepreneurs to participate in them. - Virtual exchange of knowledge (CCP website) Target Groups - Creative entrepreneurs - Start-ups in the field of CI - Students and graduates of creative faculties (design, architecture, etc.) - Starting point: 2/2 of 2011 This Project is implemented through 16/21
- External experts (trainings) Action 2: Providing an interface with an aim of matchmaking among the members of the cluster at the transnational level - Web page needed in the first place. - A web application dealing with the potential cooperation needed. The application needs to be applied in all the partner cities or clusters pages. - Entrepreneurs in CI - Creative individuals (freelancers) - Creative industries experts - Starting point: January 2012 - Promotion (setting up a web page) This Project is implemented through 17/21
Pillar Education & Employment Baseline Situation - Almost no cooperation between creative industries and educational institutions. - Provided education often does not match the needs of the economy. - Creative professionals often claim a significant lack of entrepreneur knowledge. - No specialized employment matchmaking portal for creative sector. Objective - Networking educational and scientific institutions on the one hand and creative industries on the other. - Stimulating the labour market in creative economy. Coordination of the pillar (Cluster Contact Point) Actions 1. Organization of training programmes for CI stakeholders 2. A research and equipment lists 3. Job service Action 1: Organization of training programmes for CI stakeholders Steps towards achievement - Organization of training programmes for CI stakeholders in order to increase their professional competences (based on SWOT analysis and identified training needs); e.g. IPR, marketing, the best use of social networks for CI Target Groups - Businesses in creative industries - (Future) Start-ups in CI - Students and graduates of creative faculties (design, architecture, etc.) - Starting point: 2/2 2011 (Cluster Contact Point) - External experts This Project is implemented through 18/21
Action 2: A research and equipment lists 2 Steps towards achievement - Establishment of a list of ongoing research and a list of available technical equipment in order to stimulate cooperation between creative industries and educational institutions. - Putting these lists on the Cluster Contact Point web site. - Possibilities of sharing available equipment. Target Groups - Businesses in creative industries and educational institutions (universities, institutes etc.) - (Future) Start-ups in CI - Starting point: 2/2 of 2011, continuous updates and feed-back (Cluster Contact Point) - Support of IER Action 3: Job service Baseline Situation: - Zavod BIG has just started (on its web page) with a job market focused on employments in the CI sector. At this stage there is no information how it works (a test period). Steps towards achievement - Virtual platform with an aim of the match-making between creative employers and employees. - Match-making events - Creative individuals, students and creative companies - Starting point: 1/2 of 2012 (Cluster Contact Point) 2 In relation to specific subsectors This Project is implemented through 19/21
Pillar Finances Baseline Situation - There is a lack of financial support for (investments of) businesses in creative industries. - No tailor-made instruments addressing specific needs of creative industries (e.g. cadre). Objective - Stimulating the labour market in creative economy. - Stimulating investments in CI businesses => development of new jobs Coordination of the pillar (Cluster Contact Point) Actions 1. Regional scholarship scheme 2. Regional guarantee scheme Action 1: Regional scholarship scheme Baseline Situation: - No financial support that would be focused on future actors (employees) in the creative sector. Steps towards achievement - Scholarships are awarded for specific jobs in priority for development needs and promising careers in the region. - Two financial resources: o 50% of co-financing of (cadre) scholarships from the European Social Fund - provided by RDA LUR and o 50% (or less, if municipalities are involved) of co-financing provided by employers. - After finishing his/her study a student will be employed by an employer for the duration of a study grant. - Employers in private and public sector, individuals in LUR - Municipalities in LUR - Students (also post-graduate students) - studies in the field of CIs - Starting point: after a public tender in 2012 (expected in March/April) This Project is implemented through 20/21
(Cluster Contact Point) Action 2: Regional guarantee scheme Baseline Situation: - Micro, small and medium enterprises encounter the lack of financial resources for investments. - Risk in the field of creative industries is higher than in other sectors. Steps towards achievement - A guarantee scheme as an instrument of business support in the field of CIs. The aim is to increase the absorptive capacity of firms to use grant funding in the field of entrepreneurship. - Guarantees are granted for investment loans. Expected results: increasing competitiveness and developing of new jobs. - Possible financial resources: o State funds o Co-financing: the state & the municipalities in LUR (the latter depends on a public tender) - Micro firms and SMEs - Municipalities in LUR - Starting point: after a public tender foreseen in 2012 (Cluster Contact Point) This Project is implemented through 21/21