2. 2 Show käib06.05.02. Cultural marketing and identity at the example of the city of Tartu. Külli Hansen.

3. 3 Show käib06.05.02 Tartu and its identity City of good thoughts University city Second city Capital of Southern Estonia and a regional centre Estonian capital of spirit, while Tallinn is the capital of power Centre of Estonian science and medicine Tartu has 100 000 inhabitants and 40% of them are young people and students

4. 4 Show käib06.05.02 Tartu and its cultural identity + Tartu has 3 theatre houses, 20 museums, 5 libraries, 3 art galleries and several venues for concerts and other cultural activities Tartu has many studios, art-schools and universities, where students can study visual and performing arts, music, photography etc Tartu is a living and studying place of creative young people, who start their career here Tartu is politically stable and culture is supported at the highest level

5. 5 Show käib06.05.02 Tartu and its cultural identity - Tartu is not attractive enough to keep talented young people in the city and to offer them jobs. Many of them are leaving for Tallinn or abroad Cultural managers in Tartu are mostly young people without any professional education in cultural management, marketing or fundraising Most cultural operators in Tartu do not have international contacts with colleagues from other countries For years, cultural operators were not used to working together or in networks, both locally and internationally. There is hardly any institution in Tartu belonging to some European cultural network

6. 6 Show käib06.05.02 The role of Cultural Department During the last 6 years, Cultural Department of Tartu City Government has worked as a catalyst of new initiatives and processes. Tartu has several development plans, made with the assistance of a large number of cultural operators: Development plan for culture for 2003 - 2007 Ideas for development of culture until the year 2030 Strategy of cultural marketing until the year 2011 Bid of Tartu for becoming the European Capital of Culture in 2011

7. 7 Show käib06.05.02 European projects With the help of European programmes the following projects have been carried out during the past 6 years: Exchange of museum workers between Tartu and Uppsala (Sweden) and courses on website design held for the museum workers Exchange of festival directors from Tartu, Uppsala, Turku (Finland), St. Petersburg (Russia) and Ferrara (Italy) and study visits to these festivals. Discussions on the theme of festival management and exchange of experience

8. 8 Show käib06.05.02 European projects A course of cultural management on the master degree level was organised for cultural operators in Tartu Several information days were organised to introduce European programmes and fundraising possibilities International cultural conferences were held on the themes of cultural policy and financing, cultural journalism and cultural marketing Three numbers of a journal on cultural marketing were issued Local networks between museum workers, festival directors, visual and performing arts operators were organised

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10. 1010 Show käib06.05.02 European projects Different studies were carried out on the following themes: - cultural consumption - communication and marketing methods of 10 major festivals in Tartu - sponsoring methods of cultural institutions and collaboration with business people Interactive environment/museum exhibit about the cultural history of Tartu was made A lot of joint exhibitions between museums in Turku and Tartu were organised New publications were issued to market cultural possibilities and events in Tartu

11. 1 Show käib06.05.02 The cultural year circle New festivals were initiated in the city to offer different cultural possibilities to the citizens of Tartu throughout the year and to activate cultural managers from different fields of arts: - Visual arts festival – in January – Hanseatic festival - in July - Museums month – from half April until half May - Literature festival “Prima Vista” – in May - Festival of the river “Emajõgi”- in July - Avant-garde festival “Eclectica”- in September - Christmas festival – in December

12. 1212 Show käib06.05.02 Marketing channels New website – kultuuriaken.tartu.ee Radio programme – 15 minutes every Thursday in the local radio station New publications, translated into several languages: - Cultural calendar, four times a year - Publication about museums in Tartu - Publication about cultural institutions in Tartu - Publications and CD-ROMs of conferences, studies, international events and projects

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18. 1818 Show käib06.05.02 Tartu as European Capital of Culture The preparation process has involved hundreds of people from the whole Estonia: 23 counties have signed a letter of support for Tartu’s candidacy More than 70 ideas have been sent to the idea competition and about 100 photos to the photo, essey and childrens drawing competition More than 50 cultural operators have been involved in the development of project ideas until the year 2011 A short film and a bidding application has been made and presented to Estonian Ministry of Culture

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20. 2020 Show käib06.05.02 Cultural marketing strategy The strategy of cultural marketing for the years 2006 – 2011 was worked out together with cultural operators of the city. The following questions arose: What is attractive culture? What is cultural marketing? Should cultural operators use the means of PR instead of marketing?

21. 2121 Show käib06.05.02 Marketing plans for future To advertise the website kultuuriaken.tartu.ee in whole Estonia – including outdoors marketing campaigns in Tallinn To organise visits of journalists to Tartu, including journalists from neighbouring countries To initiate educational programmes and work together with schools – bring artists and writers into the schools To work out ideas to promote local legends and heroes as a basis of local identity and use them for creating contemporary artworks To continue organising international cultural conferences on different themes and to support European dimension in cultural activities

22. 2 Show käib06.05.02Links www.tartu.ee www.tartu.ee/culturalservice www.tartu.ee/kultuuriturundus - Conference of Cultural Marketing in Tartu, Nov 4-5, 2005www.tartu.ee/kultuuriturundus www.tartu.ee/kultuurilinn - Overview of the project made on cultural marketingwww.tartu.ee/kultuurilinn www.tartu.ee/festivalbook - Publication of the research made of European festivals in 2003www.tartu.ee/festivalbook www.2011.tartu.ee http//:kultuuriaken.tartu.ee

23. 2323 Show käib06.05.02 Questions for discussion What is the role of the cultural department of a city in the development of culture? Who should initiate cultural processes and events – cultural operators or cultural administrators? What role has culture in marketing a city? What kind of support cultural managers and creative people wait from local government? How is the collaboration between cultural operators and cultural administrators organised in European cities?