1. European Capitals of Culture info-day Tuesday 23 march 2010 Ann Branch, Head of Unit « Culture Programme and Actions », DG EAC

2. 1.What is an ECOC? 2.Who can be one? 3.Why should you want to be an ECOC? What are the benefits? 4.How to become one? 5.What can go wrong? What are the risks? 6.Advice from 2 European panel members - Sir Bob Scott - Mary McCarthy Agenda

3. What is an ECOC?

4. A large scale cultural programme awarded to one city in 2 MS p.a. lasts a full year very strong European dimension based principally on cultural cooperation designed specifically for the year Not about what a city looks like, but what it does during the year

5. A simple idea …. « to highlight the richness and diversity of European cultures and the features they share, as well as to promote greater mutual understanding between European citizens »

6. … but an ambitious event! One of the most visible European cultural events, substantial in scale and scope Very high artistic and cultural quality requirements Considerable financial investment (1995-2004): –Total operating expenditure: between 8 and 74 million euros –Total capital expenditure: between 10 to 220 million euros

7. Who can be one?

8. Which cities will be one? 2010: Pécs, Essen, Istanbul 2011: Turku and Tallinn 2012: Guimaraes and Maribor 2013: Marseilles and Kosice 2014: Umeå and Riga

9. Which cities can become one? 2015: Belgium, Czech Republic 2016: Spain, Poland 2017: Denmark, Cyprus 2018: Netherlands, Malta 2019: Italy, Bulgaria

10. Why should you want to become one? The benefits

11. Cultural benefits New audiences for culture, increased cultural activity New cultural infrastructure New cultural management skills and more international outlook among cultural operators

12. Economic benefits Regeneration and urban development Tourism: +12% on average compared to previous year, Knock-on effects for other sectors, new jobs Improved image for the city, « creative » city

13. Social benefits Social cohesion and intercultural dialogue Outreach programmes –Children, young people –the elderly –minorities –the disadvantaged Volunteer programmes

14. How to become one?

15. A competition in 2 stages at national level A competition in 2 stages at national level The competition starts 6 years before the event : in 2010 for 2016 Proposals assessed by an international panel (13=7+6 members) against the criteria 2 stages : pre selection and final selection

16. One example : the 2018 title Netherlands and Malta 2011 : call for submission of applications to be published by the MS End 2012 : pre selection panels meeting => list of pre selected cities Autumn 2013 : final selection panels meeting => one recommended city 2014 : Designation by the EU Council of Ministers

17. Evaluation based on criteria The European dimension 2 aspects The themes : role/links of the city in Europe, European identity, participation in European cultural life; The way of implementing : cooperation, trans borders projects Overall integration into the European cultural actions (promoting/participating in the European cultural policy) Examples in the Guide for cities applying for the title

18. Evaluation based on criteria City and citizens 2 aspects Attractivity at European scale and participation of people Sustainability/ long term cultural and social development of the city

19. How to apply Reply to the call for submissions of applications filling in the « Proposed Application for the title » (in EN) : overview of the programme Completed by a file for further details The pre selected cities will have to provide the same documents to complete/go further

20. Monitoring After designation, 2 meetings with a panel of 7 international experts (in 2015 and 2017 for the 2018 title) 3 objectives : assessing the progress/giving guidance/checking compliance with the commitments A prize « in honour of Melina Mercouri » (1.5 millions euros?) to reward the quality of the preparation.

21. Keys to success : concept Devising clear objectives and concept for the event on the basis of the criteria (European dimension etc.) and the specificities of the city A forward looking programme An attractive programme at European scale A sustainable project for the city (thinking together urban and cultural problems) Consulting and associating cultural operators and the socio economic world from the beginning

22. Keys to success :implementation Public commitment to the programme and the budget must be firm and constant Seeking for sponsorship well in advance Independence from the political authorities of the artistic director A clear and strong communication strategy

23. Keys to success :ethic rules Keys to success :ethic rules The title cannot be hold by a group of cities nor a region The title cannot be hold before the formal designation by the Council (important to specify candidate city) A logo to be used

24. Keys to success Information and best practices Keys to success Information and best practices The Guide to the cities applying for the title http://ec.europa.eu/culture/our-programmes- and-actions/doc629_en.htmhttp://ec.europa.eu/culture/our-programmes- and-actions/doc629_en.htm The Palmer study The ECOC library in Brussels Sharing of good practices

25. What can go wrong? What are the risks?

26. Risks Instability in governance structures Weak public commitment Financial deficits Delays in getting sponsors Weaknesses in cultural content Delays in building infrastructure Weaknesses in communication: lack of European visibility Disappointment Need excellent concept and planning, time, money, political consensus

27. Advice from two panel members - Sir Bob Scott - Mary McCarthy

28. Thank you! http://ec.europa.eu/culture/our-programmes-and actions/doc413_en.htm