SAY LINZ SAY CHANGE WELCOME TO THE EUROPEAN CAPITAL OF CULTURE I

LINZ/Danube - AUSTRIA CITY&TOURISM DEVELOPMENT with the project LINZ – European Capital of Culture 2009 Mag. Gisela Müller Marketing Tourism Board Linz Since 2005 Adalbert Stifter Platz 2, 4020 Linz/Danube, Austria Tel Mobil: INTRODUCTION

LOCATION Located in the heart of Europe, directly at the Danube About inhabitants Over jobs and more than businesses (licenses as of 2009) 45 museums and galleries, 29 theatres & culture centres Over 50% of the city-area is green space Attractive surrounding for tourists (world heritage sites, holiday-regions, cruise-ship-stop, etc.) Modern cultural formats: Triennale Linz, Film festival Crossing Europe, NextComic Festival Ars Electronica Festival Public cultural events e.g. Klangwolken, Pflasterspektakel, Linz Fest Brucknerfest (Anton Bruckner festival featuring the Bruckner Orchestra Linz) INTRODUCTION

TOURISM FACTS Overnight stays per year Beds * * /1* Youth Etc Private Total Roomswithout private rooms * * /1* Total INTRODUCTION

CULTURAL DEVELOPMENT DEVELOPMENT 1898 Foundation of Pöstling- Tram 1938 Hitlers plans for Linz as a capital of culture 1938 Foundation of „Reichswerke H. Göring“, cornerstone for todays voestalpine AG 1974 The Bruckner- haus is opened 1979 Ars Electronica festival and the first Klangwolke is brought to life CULTURE FOR ALL 1998 European month of culture 2003 Lentos museum of modern art opens 2000 Culture development plan is established (KEP) 2001 Application for european capital of culture 2005 Foundation Linz09 GmbH 2007 dynamic Construc- tion & start program LINZ09 „Schaurausch“ 2009 Linz /11 NEW culture development plan (KEP) including Tourism 2013 Opening music- theater 1996 Opening Ars Electronica Center

© Musiktheater Linz

START POSITION FOR LINZ09 & FRAMEWORK CONDITIONS Marked decline in the global economy since September 2008 Low level of awareness for Linz abroad. Linz is not known for history, romantic sites etc. like Salzburg or Vienna Stereotyped perception of Linz within Austria Autonomous organization for the implementation of the project Linz09 – the artistic director was independent. Critical attitude towards the program and the organization sides the population in Linz and media in Upper-Austria, as well as in parts of Austria. CONDITIONS

EXPECTATIONS & GOALS Linz09 was the chance of the century – it should be a full success. Everyone involved could participate positively. More overnight stays and more day-trip-guests. Best support for delegations, journalists and opinion leaders with a sustainable effect Internationalization Sustainability of cultural events. The new offers should be available in the following years – a development of new formats should happen, that can also be used and evolved as tourist attractions. Optimal dedication of the communication-expenses between Linz09 and the Tourism board. Inclusion of the region’s tourist offers in the Linz-communication Qualification of all participants – hospitality, processes, cooperation, culture etc. Cultural awareness of Linz-residents GOALS

COMMUNICATION GOALS LINZ‘ image as an industrial town and the reality should be merged in a unique selling proposition – a symbiosis between „Culture – Nature – Industry“. Finding a position in the tourism landscape between imperial cities like Salzburg and Vienna: Linz, a city apart the Austrian cliché, modern and innovative in culture and life, high living standards. Building up a Linz-image as capital of culture and communicating the program Make Linz-residents proud of their city – make them discover culture in a new way, open their minds for contemporary art, identify them with the project and invite them to be a part of it, as well as be passionate hosts. GOALS

TOOLS COMMUNICATION-TOOLS Basic tourism- marketing Relationship -marketing Scene- marketing Wide coverage- media

LINZ.VERÄNDERT, A city comes to live! Say Linz, say change! DEVELOPMENT

LINZ PROFILE DEVELOPMENT CULTURE – NATURE - INDUSTRY CULTURE – as the city‘s policy, new museums, new culture-formats, culture for all, in the public space. NATURE – A city in balance, living on the river Danube, 50% green space, high living-quality. ECONOMICally successful area – driven by innovation, technique, research&development, connection between culture and economy.

DEVELOPMENT POSITION – PROFILE before after Create new pictures of Linz in the visitors and residents minds.

SAY LINZ.SAY CHANGE, New buildings and attractions DEVELOPMENT Lentos Kunstmuseum (2003) Ars Electronica Center (2009) Southwing Schlossmuseum (2009) Voestalpine stahlwelt (2009) Pöstlingbergtram (2009)

Pflasterspektakel LINZ09 EXHIBITIONS Best of Austria Biennale Cuveé Höhenrausch [high-altitude euphoria] (Schaurausch – Tiefenrausch [rapture of the deep]) Das grüne Band Europas /Europe's green belt Kulturhauptstadt des Führers Henri de Toulouse-Lautrec … PROJECTS

Pflasterspektakel LINZ09 FESTIVALS Crossing Europe Filmfestival Megahertz /youth music festival Schäxpir - theatre from and for young audience Linz Europa Festival – Music from the Danube river Theaterlust 1 „Schneesturm“ + 2 „Sonnenbrand“ ARS ELECTRONICA FESTIVAL and 80+1 A virtual trip around the world. Int. Brucknerfest 09 - Klassisch anders A duzen Europe Bands from Estonia partcipated: „Metsatöll“, „Elletuse“ and „Virre“ PROJECTS

LINZ09 EVENTS Linzer Klangwolken „clouds of sound“ 23. Internat. Pflasterspektakel Street artists in the whole city HOLZ&BLECH - Brass-Festival Frischluftklassik „Bruckner-Orchestra open-air – classics for the public YES09 Youth football cup of the capitals of culture, Tallinn participated LinzFest (music festival open air) Te Deum der Tausend (choir of 1000 people in the cathedral) …. PROJECTS

META THESES CITY IN BALANCE DEVELOPMENT Design, architecture, technics Staying human, deceleration, calming down Burst borders – think out of the box – holistic attitude Giving orientation in an overwhelming information-century Dealing with the difficult topic of Linz’ history in connection with national socialism These questions will characterize Linz, as well as society in the future. Linz wants to deal with these challenges and find solutions for visitors and residents.

EFFECTS Quantitative +9,5% overnight stays in a crisis-period Investigation in tourism infrastructure, that stays for the future 2.9 Mio. Visitors in Linz09-projects and events and visitors the years before articles in 2600 different international media Qualitative New publication about Linz (guides and books) Qualification in hospitality (gastronomy, hotels, Austria- Guides, etc.) Processes within the tourism board were perfected Proud Linz-residents exploring the city and culture New formats and topics for culture- and tourism-marketing. Ongoing cooperation between culture and tourism & between the different culture-organizations. SUCCESS

EXPERIENCE IN COOPERATION TOURISM-CULTURE Tourism wished a more striking program, but accepted the very slender program and communicated it in bundling fascinating themes. The guests were positively impressed by both, the city-offers and the program of Linz09. Based on the program-structure and the new profile the tourism board defined „Metatheses“ that fit the city profile and can be used for the future … to become the „most interesting city in Austria“. Both, tourism and culture profited from the different points of view. EXPERIENCES

KEYS OF SUCCESS ONE CITY - Linz09 organization-company, the city government and Linz tourism communicated the same “Big pictures” and had a clear profile. Translation of the program, bundling and communication to all stakeholders. Linz 2009 program started in 2007 – this gave the whole region a clue and prepared the people, media and the participants well. Linz09 came to live for 365 days – 220 projects/7700 events. HOSPITALITY Project – WIR09 A new slogan “LINZ.VERÄNDERT,” with a new Logo covered the position of Linz as a modern, authentic, holistic and successful city. Linz09 organization-company and Linz tourism defined the goals of the project together and involved the tourism- issue strongly. SUCCESS

FUTURE PERSPECTIVES The image has changed, but still Linz needs special occasions for attracting visitors. Year topic 2011: NATURE. exhibitions, gardening-show, nature- excursions in the city, etc the topic will be TECHNICS and ARCHITECTURE. Culture-partner create new block-buster projects, like Höhenrausch.2, Triennale Linz, NextComic Festival, etc. Communication happens in cooperation with tourism. Communication concentrates in an area of about 150 km around Upper-Austria (Bavaria, Salzburg, Lower-Austria, Vienna, Graz/Styria) Linz is also promoted as a stop on the way to other destinations (Prague, Vienna, Budapest, Slovenia, etc.) Danube/Moldova region; Donausteig (hiking path), Danube cycle path, Street of Kings and Emperors – the Danube, Linz&Cesky Krumlov Preparation of special topics for certain scenes e.g. BRUCKNER. New music theatre opening Linz wants to be the most interesting city in Austria! PERSPECTIVES

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