1. www.visitreykjavik.is Department of Culture and Tourism Department of Culture and Tourism

2. www.visitreykjavik.is After structural changes 2005 Cultural Affairs and Visit Reykjavík (Tourism – Marketing – Events) merged and became: Reykjavík Culture and Tourism. Committee of Culture and Tourism: 7 members. In 2006 employees in Department of Culture and Tourism total 239 covering 160 full time positions. Culture & Tourism Governing Body

3. www.visitreykjavik.is Cultural Office Signý Pálsdóttir Visit Reykjavik Committee of Culture and Tourism Director of Culture and Tourism Svanhildur Konráðsdóttir Mayor Central Office Tourist information Director’s Portfolio City Libraries Reykjavik Art Museum Reykjavik City Museum Cultural Centre M. of Photography

4. www.visitreykjavik.is Vision for Culture and Tourism 2006 Reykjavik is to strengthen as Iceland’s capital of culture: an international city with rich artistic and cultural life and growing tourism. The city's cultural image will support the self-respect and sense of community of all Icelanders as well as attracting visitors all year around. Reykjavík will be known as a pure and modern cultural city next door to nature.

5. www.visitreykjavik.is Budget 2006 21m Euro

6. www.visitreykjavik.is Main Focus Areas Culture as an essential factor in childrens’ lives and education. Characterized by energy and ambition. The diverse role of cultural institutes. Accessibility for all citizens.

7. www.visitreykjavik.is Main Focus Areas contd. Respect for Reykjavík’s history. Open mindedness and mutual respect. International and open city. Clear organization and a results- oriented management.

8. www.visitreykjavik.is Reykjavík City Library (7 branches) Reykjavík Art Museum (3) Reykjavík City Museum Gerðuberg Cultural Center Reykjavík Museum of Photography Viðey – history – nature - art Settlement Exhibition Reykjavík 871 +/-2 Total number of guests 2005:1.163.000 Reykjavik´s Cultural Institutions

9. www.visitreykjavik.is Three categories of cultural support 1.Facilities – for associations, museums and galleries, theatres etc. 2.Operational support. 3.Project grants.

10. www.visitreykjavik.is Cultural Support 2006 Reykjavík City Theatre Reykjavík Arts Festival Iceland Symphony Orchestra 24 three-year contracts with independent groups Project grants Promotional grants

11. www.visitreykjavik.is Successful projects in co-operation with the business sector and NGO’s Ideas brought to life through the provision of start-up money and at least matching funds from another source. “Listmunalán”. Non interest bearing loans for the purchase of artwork from galleries.

12. www.visitreykjavik.is Visit Reykjavík Tourism – Marketing - Events Commitment to create a strong destination and increase Reykjavík’s competitiveness. Based on the Reykjavík 2000 experience New strategy and priorities.

13. www.visitreykjavik.is Reykjavík as a destination –The gateway to Iceland. –City breaks - a rapidly growing trend worldwide. –Better route network and cheaper airfares. –Increased interest in culture and experiences. –Growth of conference- and incentive travel. –The key to off-season tourism.

14. www.visitreykjavik.is Three pillars of Reykjavík’s Tourism Strategy Nature Conferences Culture Strategy 2004 - 2010

15. www.visitreykjavik.is Re- branding Reykjavík –Unspoilt nature –Clean energy –Thermal pools and spa for wellness –Young and modern city –Vibrant culture –Colourful art scene –Exciting city with unusual possibilities for visitors –Ambitious future projects and good infrastructure

16. www.visitreykjavik.is Internet survey: How well do these qualities describe Reykjavík?

17. www.visitreykjavik.is Challenges - outer Little known as a cultural city Fierce competition Perceived distance and climate Expensive Difference between high- and low season

18. www.visitreykjavik.is Challanges - inner Lack of funds Lack of co-operation between culture and tourism... mutual suspicion.... Lack of marketing know-how in culture Lack of co-operation between key cultural players... authorities, instititions, organisations, grass-root etc.

19. www.visitreykjavik.is.... and the real challenge....... is making the shift!

20. www.visitreykjavik.is Credible Cultural City Sustainable Creative City Little known stop-over town

21. www.visitreykjavik.is Image Sales visitreykjavik.is The Reykjavík portal. PR Core action in re-branding Inner marketing Reykjavík as a whole should reflect the PURE ENERGY focus. Brand ads & publications Mix of image and informational material supporting the message Sponsorship and grants Used to support Pure Energy branding. Marketing co-operation Work with all key players. Pure Energy creative marketing City Festivals & Events Support for cultural tourism and an important part of marketing. © Íslenska auglýsingastofan

22. www.visitreykjavik.is “Think of a City”

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26. fun

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36. A Festival City

37. www.visitreykjavik.is Festivals and Events Winter Lights Festival Food & Fun Dark Music Days Spring Rite Reykjavík Arts Festival Festival of the Sea Midsummer Night Reykjavík Classics Reykjavík Rocks Reykjavík Culture Night Gay Pride Sacred Music Festival Reykjavík International Film Festival Reykjavík Dance Festival International Literary Festival Reykjavík Jazz Festival, Iceland Airwaves Young Art, Design Days etc. etc.

38. www.visitreykjavik.is Creative marketing Focusing on Reykjavík as a creative – unusual city. Working with artists. Working with cultural institutions and festival organisers – id new stakeholders. Exporting culture – funds for music, visual arts, performance arts and literature.

39. www.visitreykjavik.is Investing in culture New Centre for Visual Arts & Design New Exhibition of Reykjavík’s settlement New policy on art in public spaces New Centre for Music and Tourism New City centre for Reykjavík

40. www.visitreykjavik.is Austurhöfn-TR Kynning á stöðu verkefnisins 20. desember 2004 The Icelandic National Concert and Conference Centre in Reykjavík

41. www.visitreykjavik.is Inspiration A concert hall, conference centre and first class hotel on the east harbour in Reykjavík will in itself be a powerful motivating force. A new vision and greater ambitions for Icelandic cultural life and tourism will be an integral part of the project.

42. www.visitreykjavik.is The facilities and the reputation of the new Centre will call for new events, bringing the capital of Iceland to the international forefront as an unusual and interesting city for conferences and cultural tourism.

43. www.visitreykjavik.is General objectives Build a Centre for music, culture and tourism on the best location in the capital city of Iceland. Create a strong cultural image, which draws the attention of the world towards Reykjavik and Iceland. Strengthen the position of the country to compete internationally in the areas of culture and tourism.

44. www.visitreykjavik.is Site plan

45. www.visitreykjavik.is Buildings The buildings shall represent high-quality architecture. Shall create a landmark near the city centre; a symbol for Iceland and the capital city.

46. www.visitreykjavik.is The Project To design, build and run a world class concert hall (1. 800 seats ) with excellent acoustics that will be the home of the Iceland Symphony Orchestra. Connected to the hall is a rehearsal hall seating 450 guests and operational spaces for the ISO and other cultural activity. 180/200 seat chamber music hall.

47. www.visitreykjavik.is The Project... Design, construct and run a connected Conference Centre seating 750 in the largest hall - plus various smaller meeting rooms, exhibition- & catering spaces etc. Build and run a 5 star internationally known brand hotel in connection to the centre. In addition to this the bidders had an option to build commercial buildings and flats in the area from the CCH to Lækjartorg – in accordance with certain guidelines.

48. www.visitreykjavik.is

50. Thank you svanhildur.konradsdottir@reykjavik.is