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European Year of Cultural Heritage 2018

The fruit of decades of lobbying by the cultural heritage sector

May 30, 2017

Rodolphe de Looz-Corswarem

Executive President of the European Historic Houses Association

Voice of 50.000 privately-owned historic houses and gardens across Europe since 1985

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24 national associations

2 observer countries

Member of

European Heritage Alliance 3.3

Our Association

Our interests cover numerous key sectors

Cultural tourism

Employment

Renovation

Health

Environment

History

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Castle of Vaux-le-Vicomte, France

Our core business : Cultural heritage in Europe

ContextPoliticians vs Entrepeneurs

• Very different animals from different planets

• In general, the art of government consists of taking as muchmoney as possible from one party of the citizens to give theother, Voltaire

Politicians

Capital is (re)election : short term

Few have a business experience

Decide the law

Short term

Entrepreneurs

Capital at risk : medium-long term

Few have a political experience

Have to comply to the law

Long terme

Thinking outside of the box

• Thinking outside of the box in every field

– Partnerships to develop

– Engaging people

– Actions to lead

– Issues to push forward

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Example: gardens & biodiversity

Our goals

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• To be heard, understood, supported and to be credible to EU lawmakers

• To attract support of new audiences (EU civil servants, politicians & citizens)

How can we achieve this ?

• Sucessfull advocacy campaigns1. Using reliable facts & figures (e.g. impact assessments)2. Developing inclusive & innovative partnerships3. Engaging the public, media & involving the young

generation

Case study

Advocacy campaign for the 2018 European Year of Cultural Heritage

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1. Reliable facts & figures

• Credibility relies on relevant figures

• Impact assessments

• Studies & reports

Cultural Heritage

Counts for Europe

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Impact of cultural heritage

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Historic houses

gardens and parks

Economic

€ 335 billion in 2010 for the European tourism sector

9.8 million jobs indirectly created

Social, Local development Partnerships with local communitiesEnhance local economy

Environment, sustainable development

Cultural landscapes

Biodiversity

Energy efficiency 10

Impact of cultural heritage

1. Reliable facts & figures

• Tibor Navracsics, EU Commissioner for Education, Culture,Youth and Sport: “The Year will help bring the richness of ourEuropean cultural heritage to the fore, highlighting its manysocial and economic benefits.”

• Studies & communication from the institutions:– Towards an integrated approach to cultural heritage for Europe

(2014)

– Cultural heritage counts for Europe (2015)

– Rome Declaration (2017)

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2. Inclusive & innovative partnerships

• Key to a successful lobbying campaign: Working together!

• Traditional allies – cultural heritage organizations

Alliance 3.3, Europa Nostra

• Developing new partnerships

ELO, UIPI, Natura 2000 etc.

Other DGs (Research, Environment etc.)

Partnerships & synergies enable to expand the scope of action

and maximize impact

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2. Inclusive & innovative partnerships

• Coordinated action

Alliance 3.3 & Europa Nostra

• To encourage…..

Countries of the EU Council (Germany): supported the Year in 2015.

• …..Influencing

European Commission: proposed the Year in 2016. 13

3. Engaging the public

• Successful lobbying campaign needs public & media support

• Awareness-raising activities

Make people realize how important cultural heritage is in their day-to-day life

• Communication campaigns

#EuropeForCulture

Public support is essential to be on the political agenda

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Importance of public opinion

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3. Engaging the public

• Implementing a thorough communication campaign

#Heritage4Europe #Europe4heritage

#EuropeForCulture

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3. Involving the young generation

The Next Generation Group

Founded in 2013

Future owners and managers of historic houses

SME runners: sharing innovative business models

Education

Securing the future of historic

houses

Help our history to cross centuries

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Conclusion

• Keys to a successful lobbying campaign

– Using concrete facts & figures provided by studies and impact assessments

– Developing new partnerships

– Working together with traditional allies

– Carrying out efficient communication campaign trough awareness-raising actions

– Engaging with the public and relevant stakeholders

– Involving the young generation

– Thinking outside of the box

– Having a plan B 18

Success!

2018 European Year of Cultural Heritage

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Protection

Value

Engagement

Innovation

• Cherishing heritage: developing quality standards for interventions in

the historic environment and at heritage sites

• Heritage at risk: fighting against illicit trade in cultural goods and

managing risks at heritage sites

•Shared heritage: bringing Europe's cultural heritage, history and shared values closer to people

•Heritage at school: discovering Europe's treasures at an early age

•Youth for heritage: engaging the younger generation

• New uses for heritage: re-imagining industrial, religious or military sites

• Tourism and heritage: promoting sustainable cultural tourism

• Heritage-related skills: enhancing education and training for the traditional and new professions

• Heritage for all: fostercing participation and social innovation

• Science for heritage: using research, innovation, science and technology for a better conservation and presentation of heritage

Success!

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EU Funding

EUR 8 million dedicated budget

2017: EUR 1 million

2018: EUR 7 million

Out of this: 5 million for projects

Creative Europe

10 flagship initiatives

National level

Dedicated budgets – dependingon Member States

Next steps

• Stay focused!

• The approval of the Year is only a first step

• European Historic Houses Association– Stakeholders group for 2018 EYCH

– Planning events & actions

– Preparing for after 2018:

long term strategy

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Thank you for your attention !