Thomas  H.  Aageson  Execu2ve  Director  

Global  Center  for  Cultural  Entrepreneurship  

New  Strategies  for  Cultural  Enterprises  UNESCO  Forum  on  Cultural  Industries  

24-­‐26  September  2009  Monza,  Italy  

The  2me  has  arrived,  the  movement  has  begun  to    develop  strategies  that  support  the  cultural  

entrepreneur  in  five  key  areas:  

•   Cultural  Industries  Policy  •   Educa9on,  Training  &  Mentorship  

•   Investment  Strategies  •   Crea9ng  Markets,  Developing  Market  Links  

•   Sharing  our  Wisdom  

The  cri7cal  new  strategy  is  to  focus  on  the  Cultural  Entrepreneur  

The  Cultural  Entrepreneur  

Cultural  Entrepreneurs  are  cultural  change  agents  and  resourceful  visionaries  who  generate  revenue  from  a  cultural  ac2vity.    Their  innova2ve  solu2ons  result  in  economically  sustainable  cultural  enterprises  that  enhance  livelihoods  and  create  cultural  value  and  wealth  for  both  crea2ve  producers  and  consumers  of  cultural  services  and  products.  

Aageson, Thomas H. “Cultural Entrepreneurs: Producing Cultural Value and Wealth.” The Cultures and Globalization Series: The Cultural Economy. Ed. Anheier, Helmut and Yudhishthir Raj Isar. London: Sage Publications, 2008. 92-107.

Cultural  Industries  Policy  creates  the  framework    and  priori2es  for  investment  in  Cultural  Entrepreneurs,    

Cultural  Enterprises  and,  Cultural  Industries  

Develop  Cultural  Industries  Policy  in  three  areas:  

1.  Policy  that  fosters  the  development  of  cultural  entrepreneurs  

2.  Policy  that  addresses  public  and  private  strategies  for  cultural  industries  to  grow  

3.  Policy  that  focuses  on  specific  sectors  and  clusters  

Cultural  Industries  Policy  

Several  strategies  are  available  to  us  to  build  and  strengthen  our  cultural  enterprises:  

Invest  in  Market  development  and  Market  Linkages    Locally:  Cultural  &  Crea2ve  Tourism      Na2onally:  New  Channels  of  Distribu2on;  Malls  and  Fes2vals,  etc.    Interna2onal:Expor2ng  cultural  products  and  services  

Create  Investment  Funds  for  Enterprise  Growth    Crea2ng  new  funds,  private  and  public,  that  invest  in  our  cultural    entrepreneurs  who  will  convert  cultural  capital  into  successful                          enterprises,  enhancing  cultural  workers  livelihoods    www.socialcapitalmarkets.net  

Support  Technical  Assistance  for  Product  Development    The  irony  of  preserving  tradi2ons  is  the  seed  of  innova2on  and      

                               crea2vity  is  needed.    

Policy  that  address  public  and  private  strategies  for  cultural  industries  to  grow  

Ini9ate  Facility  Development    We  need  cultural  incubators,  studios,  performing  venues,  such  as    the  Brewhouse  in  Göteborg,  Sweden      www.brewhouse.se  

Foster  Network  and  Cluster  Development    Linking  together  creators  and  markets  will  create  posi2ve  synergy  

Provide  Legisla9on  that  fosters  the  development  of  cultural  enterprises  and  industries  

 Zoning  for  arts  and  cultural  districts    Tax  incen2ves  to  promote  investment  and  market  development    Architecture  restora2on,  preserva2on  and  zoning    Simplify  enterprise  regula2ons  and  permits    Laws  that  protect  cultural  property  

Key  to  cultural  industries  policy  is  selec2ng  cultural  sectors  and  clusters  integra2ng  crea2on,  produc2on  and  distribu2on    

Cultural  Industry  Sectors  include:  

Ar9sans  Authors  Ar9sts  Architecture  Culinary  Design:  Graphic,  Fashion,  

 Industrial  Educa9on  Fes9vals  and  Markets  Film    

Literature  Music  Media:    Radio,  TV,  Newspaper  Museums  Performing  arts  Publishers  Tourism:  Cultural,  Heritage,  Crea9ve  

     and  Eco  tourism  Visual  Arts  

Policy  that  focus  on  specific  sectors    and  clusters  

   We  need  a  new  form  of  entrepreneurship  educa9on  and  training  to  develop  our  emerging  cultural  entrepreneurs.     Cultural  Entrepreneurship  takes  a  different  form  in  emerging  economies  versus  economies  moving  out  of  the  industrial  age  into  the  crea9ve  age.     How  do  we  develop  cultural  entrepreneurship  with  indigenous  communi9es  as  a  tool  for  economic  development  in  emerging  economies?         What  is  the  new  role  of  mentorship  for  assis9ng  cultural  entrepreneurs?  

The  trend  in  cultural  entrepreneurship  educa2on  is  using  examples  where  20%  of  the  people  live  and  prosper  yet  some  of  the  most  vibrant  cultural  enterprise  opportuni2es  are  occurring  where  80%  of  the  people  reside  in  some  of  the  poorest  countries.    How  do  we  shape  our  cultural  industry  development  in  the  context  of  emerging  economies?  

What  about  people  who  do  not  have  two  years  nor  the  funds  for  a  higher  educa2on  opportunity?    What  prac2cal  ways  can  we  meet  cultural  entrepreneurs  in  their  moment  of  need  and  developing  their  cultural  enterprise?  (See  appendix)  

Cultural  Entrepreneurship  Educa9on  and  Training  

Economic  Importance  of  the  Arts  and  Cultural  Industries  in  Santa  Fe  County  hbp://bber.unm.edu/pubs/SFCoArtsES.pdf  

City  of  Santa  Fe,  New  Mexico,  USA  Economic  Development  Strategy  for  Implementa2on    hbp://www.santafenm.gov/index.aspx?nid=592  

Inves9ng  in  our  Cultural  Enterprises    and  Entrepreneurs  

Cultural  Enterprises  

Create jobs

increase tax revenues

enhance livelihoods

attract outside capital

create sustainable economic development

attract other enterprises to the local economy

enrich the quality of life

Sustainability  

Let  us  think  together  today  how  we  can  connect    Financial  Capital,  Cultural  Capital  and  Cultural  Enterprises.  

It  is  up  to  us  to  capitalize  cultural  enterprise  investments.    hbp://www.socialcapitalmarkets.net/  

   Create  a  Cultural  Entrepreneur  and  Enterprise  Fund  

(See  appendix)  

Our  work  to  support  cultural  entrepreneurs  must  be  long  term  and  sustainable.  

Is  our  work  to  build  our  brand  or  to  lig  people  up?      How  do  we  balance  Mission  and  Market  ?      If  we  leg,  would  the  cultural  workers  livelihoods  con2nue  to  grow  and  their  families  be  beber  off?  

Crea9ng  Markets,  Developing  Market  Links  

We  have  mul2ple  markets  for  our  cultural  entrepreneurs:  

       Local:    Cultural  and  Crea9ve  Tourism         Regional  and  Na9onal:    Fashion,  Decora9ve,  Film,        

 Books,           Interna9onal:    Export  oriented  entrepreneurial  

 efforts  

We  must  find  the  appropriate  channels  of  distribu2on  that  increase  the  benefit  to  the  creator  and  the  merchant.  

Crea9ng  Markets,  Developing  Market  Links  

1.   The  Internet  is  crea7ng  direct,  global  markets  

Design  21/UNESCO    inspires  young  designers  hbp://portal.unesco.org/culture/en/ev.php-­‐URL_ID=35082&URL_DO=DO_TOPIC&URL_SECTION=201.html  

Not  on  the  High  Street  represents  800  ar2sts  and  cragspeople  in  the  UK    hbp://www.notonthehighstreet.com/  

Etsy  has  created  a  new  market  in  two  years  for  Do-­‐it-­‐Yourself  folks  hbp://www.etsy.com/  

Trends  are  emerging  that  can  help  us  create  new  markets  for  cultural  markets:  

Culture  Label  is  a  new  site  for  “culture  shoppers”  featuring  products  from  museums  aggregated  together.    hbp://www.culturelabel.com/Home.mvc  

New  Mexico  Creates  is  a  brand  in  Museum  of  New  Mexico  Founda2on’s  museum  shops  that  now  works  with  over  800    New  Mexico  ar2sts  and  ar2sans.    www.newmexicocreates.org  

eBay  developed  a  new  fair  trade  site  with  over  6000  products  from  around  the  world.    hbp://worldofgood.ebay.com/  

2.  Individuals  with  heart  and  talent  

Shahidul  Alam  create  Drik  (Bangladesh)  to  promote  the  photographic  work  of  ar2sts  in  the  majority  world  to  media  in  the  minority  world.  www.drik.net/  

Sandra  Browne  created  Pelican  Village  in  Barbados  for  local  ar2sans  through  the  public  office  of  the  Barbados  Industrial  Development  Corpora2on  hbp://barbados.org/pelican_village.htm  

Carol  Cassidy  created  Lao  Tex7les  that  has  developed  tradi2onal  weaving  by  connec2ng  the  weavers  work  with  high-­‐end  markets  globally.  www.laotex2les.com/  

Lan  Tran  created  CraN  Link  to  help  create  markets  for  ethnic  communi2es  in  northern  and  central  Vietnam    hbp://www.craglink.com.vn/  

3.  Market  crea7ng  organiza7ons  

ASEAN  HandicraT  Promo9on  and  Development  Associa9on  promotes  the  tradi2onal  work  of  ar2sans  in  Asia  hbp://www.ahpada.com/front/  

Global  Center  for  Cultural  Entrepreneurs  promotes  the  development  of  cultural  entrepreneurs  www.culturalentrepreneurs.org  

Aid  to  Ar9sans    A  very  clever  market  crea2on  is  have  a  Month  of  Ar2sans  each  year  in  a  major  grocery  chain  which  is  done  in  Guatemala  and  El  Salvador    www.aidtoar2sans.org      

Heartwear  in  Paris  has  a  dis2nguished  history  of  working  with  ar2sans  to  bring  their  new  products  in  the  markets.    hbp://www.handeyemagazine.com/node/19  

African  Publishers  Network  promotes  the  work  of  publishers  across  the  con2nent  and  opens  markets.    hbp://www.apnet.org/  

IndusTree  in  India  is  crea2ng  markets  and  building  ar2san  capacity  through  its  founda2on.    hbp://www.industreecrags.org/home.html  

Many  of  us  are  cultural  entrepreneurs  and  have  created  cultural  enterprises  and  all  of  us  who  have  know  what  it  takes  to  be  a  cultural  entrepreneur.      

Un2l  today,  there  lacked  a  plaporm  to  share  our  experiences  that  we  may  each  grow  and  create  more  cultural  wealth.    There  also  lacks  a  forum  where  we  can  train  future  cultural  entrepreneurs  by  sharing  our  wisdom.      

Let  us  SOW  seeds  of  cultural  entrepreneurship  across  the  world.  

Share  Our  Wisdom  (SOW)  

An  annual  World  Forum  on  Culture  would  bring  together  the  leading  creators,  educators,  policy  makers,  market  makers,  investors  in  the  world’s  cultural  industries  crea2ng  a  plaporm  to  find  solu2ons  through  partnerships  formed  at  our  gatherings  that  create  a  beber  world  economically,  socially,  environmentally  and  culturally.  

World  Forum  on  Culture  

The  Global  Center  for  Cultural  Entrepreneurship  www.culturalentrepreneur.org  offers  to  host  the  first  World  Culture  Forum  in  Santa  Fe,  NM  (USA)  in  collabora2on  with  the  City  of  Santa  Fe  hbp://www.santafe.org/,  the  College  of  Santa  Fe  and  the  State  of  New  Mexico  Department  of  Cultural  Affairs.  

World  Forum  on  Culture  

Cultural  Capital  

Aageson, Thomas H. “Cultural Entrepreneurs: Producing Cultural Value and Wealth.” The Cultures and Globalization Series: The Cultural Economy. Ed. Anheier, Helmut and Yudhishthir Raj Isar. London: Sage Publications, 2008. 92-107.

Cultural  Enterprise  

Aageson,  Thomas  H.  “Cultural  Entrepreneurs:  Producing  Cultural  Value  and  Wealth.” The  Cultures  and  Globaliza2on  Series:  The  Cultural  Economy.  Ed.  Anheier,  Helmut  and  Yudhishthir  Raj  Isar.  London:  Sage  Publica2ons,  2008.  92-­‐107.  

Two  Examples  of  Economic  Impact  Studies    

San  Francisco,  CA    USA  

In  San  Francisco,  the  arts  create  more  than  31,000  jobs  and  generate  $1.2  billion  in  economic  ac9vity  every  year.  

The  arts  produce  $105  million  in  local  and  state  tax  revenue  for  the    San  Francisco  Bay  Area  (far  more  than  the  government  spends  on  the  arts).  

Surveys  report  that  93  percent  of  parents  believe  that  the  arts  are  essen2al  to  a  well-­‐rounded  educa2on.  

Ten  million  new  jobs  in  the  next  decade  will  be  in  the  "crea2ve  class,"  according  to  economist  Richard  Florida.  These  are  jobs  that  involve  imagina2on  and  ingenuity  which  are  best  developed  by  experiencing  the  arts.  

Higher  Educa7on:  

Ins2tute  of  Crea2ve  and  Cultural  Entrepreneurship,  Goldsmiths  College,  London  University    www.gold.ac.uk/icce    (UK)  

Office  of  Entrepreneurship  and  Liberal  Arts-­‐The  Program  for  Crea2vity  and  Innova2on,  Wake  Forest  University    www.wfu.edu/crea2vity/about_oels.htm    (USA)  

                 Kings  College  London  Business  www.kcl.ac.uk/schools    (UK)  

                 Columbia  College  Chicago  Art  +  Design  www.colum.edu/Academics/Art_and_Design                      (USA)  

Post  Graduate  Entrepreneurship  Educa7on:  

                     TITAN  Teaterskole,  The  Interna2onal  Theater  Academy  www.2tanorway.com                        (Norway)  

                       Aus2n  Conservatory  of  Professional  Arts    www.harbechnique.com    (USA)  

Educa2on,  Training  and  Mentorship  

Associa7ons  with  focus  on  Cultural  Entrepreneurship  

United  States  Associa2on  for  Small  Business  and  Entrepreneurship  has  an  area  for  cultural  entrepreneurship.    hbp://usasbe.org/    (USA)  

Arts  Educators  Entrepreneurship  Network  hbp://www.ae2n.net/    (USA)  

ENCATC    www.encatc.org    (Belgium)  

Na2onal  Endowment  for  Science  Technology  and  the  Arts  (NESTA)    hbp://www.nesta.org.uk/    (UK)  

Example  of  Ar7san  Entrepreneurship  

                 Arkansas  Crag  School  www.arkansascragschool.com/index.html  (USA)  

Cultural  Entrepreneurship  Educa7onal  Blog  

                 Entrepreneur  the  Arts    hbp://blog.entrepreneurthearts.com/    (USA)  

Example  of  Professional  Development  

Crea2ve  Skills  Cornwall    hbp://www.crea2veskills.org.uk/BDP    (UK)  

Natverkstan,  Gothenburg    hbp://www.natverkstan.net    (Sweden)  

Example  of  Mentorship  and  Entrepreneur  Fellows  

Global  Center  for  Cultural  Entrepreneurship  www.culturalentrepreneur.org    (USA)  

Texts:  “Crea2ng  Entrepreneurship:  entrepreneurship  educa2on  for  the  crea2ve  industries”,  The  Higher  Educa2on  Academy  Art  Design  Media  Subject  Centre  and  NESTA,  2007  

“The  Cultures  and  Globaliza2on  Series:  The  Cultural  Economy“,  Eds  Helmut  Anheier  and  Yudhishthir  Raj  Isar,  Sage  Publica2ons,  2008  

Crea7ve  Strategies  for  Financing  Cultural  Enterprises  and  Entrepreneurs  

Philadelphia  Innova2on      www.innova2onphiladelphia.com      

Denver,  CO  Crea2ve  Enterprise  Mapping  hbp://www.denvergov.org/economicdevelopment/MapofDenversCrea2veEnterprises/tabid/385865/Default.aspx  

Arts  Funding  through  a  Quality  of  Life  Tax  hbp://www.colorado.gov/cs/Satellite/OEDIT/OEDIT/1167928218425  

Oregon  Cultural  Trust  supported  by  the  people  of  Oregon  hbp://www.culturaltrust.org/home/index.php  

Future  Jobs  Fund  (UK)    L1  billion  hbp://campaigns.dwp.gov.uk/campaigns/futurejobsfund/  

The  Founda2on  for  the  Culture  of  the  Future  (Sweden)  hbp://www.culturalpolicies.net/web/sweden.php?aid=71  

Inves7ng  in  Our  Cultural  Enterprises  and  Entrepreneurs  

“Inves2ng  in  Crea2ve  Industries?  A  guide  for  local  authori2es”  hbp://www.idea.gov.uk/idk/aio/11169467    Excellent  checklist  

Aspen  Network  of  Development  Entrepreneurs    ANDE  (USA)  hbp://www.aspenins2tute.org/policy-­‐work/aspen-­‐network-­‐development-­‐entrepreneurs      Coali2on  of  organiza2ons,  founda2ons  and  individuals  inves2ng  in  entrepreneurs  in  the  developing  world  

Fast  Forward      Youth  Inves2ng  in  Youth  for  Global  Change  <hbp://www.fasporwardfund.org/>  

Crea9ve  Capital  suppor2ng  American  ar2sts  (USA)  hbp://crea2ve-­‐capital.org/  

PULSE/IRIS  Project      A  high  impact  method  of  measuring  how  investments  in  cultural  enterprises  make  a  difference  hbp://iris-­‐standards.org/  

Inves7ng  in  Our  Cultural  Enterprises  and  Entrepreneurs  

Inves7ng  in  Our  Cultural  Enterprises  and  Entrepreneurs  

Bilateral  Vietnam  and  Denmark  joined  together  to  invest  in  Vietnam’s  cultural  industries  hbp://www.ambhanoi.um.dk/NR/rdonlyres/2027A055-­‐57EB-­‐484D-­‐AC8A-­‐63DCBE09B087/0/2ArtsEduca2onComponentFinal.pdf  

USAID    They  have  made  investments  in  ar2san  enterprise  development  in  Ghana,  Peru,  southern  Africa,  Hai2,  and  Mexico.    www.usaid.org  

Mul7lateral  Inter-­‐American  Development  Bank    They  have  made  their  first  three  investments  in  cultural  industries:  Columbia,  Ecuador  and  Panama  hbp://www.iadb.org/  

Na7onal  Programs    Endowment  for  the  Arts  (USA)  Social  Innova2on  Fund  hbp://www.whitehouse.gov/the_press_office/President-­‐Obama-­‐to-­‐Request-­‐50-­‐Million-­‐to-­‐Iden2fy-­‐and-­‐Expand-­‐Effec2ve-­‐Innova2ve-­‐Non-­‐Profits/  

Inves7ng  in  Our  Cultural  Enterprises  and  Entrepreneurs  

Thomas  H.  Aageson  tom@culturalentrepreneur.org  341  E.  Alameda  St.  Santa  Fe,  NM  87501      USA  (505)216-­‐9812