1. VILNIUS SEMINAR
April 26, 2012
How to build a creative industries strategy?
French case studies
Groupe Adit – Sofred Consultants

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Sofred Consultants
SUMMARY
French case studies
Lessons to be learnt

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Sofred Consultants
A consulting company addressing City and Regional development issues
Transformation Public sector strategies SMEs &
projects Middle Market
•Prospective and strategy
•Business Development, •Innovation, industries, clusters • Strategic diagnostic
France and International
•Cultural and creative • Partnerships
•Diversifying, business industries
intelligence • Mergers & Acquisitions
•Territory marketing,
•Strategic spin-offs, promotion, lead generation and • Business development
offshoring, relocation international development
• Competitive intelligence
•Reorganization strategies, •Organization, governance,
business development performance and evaluation
•Restructuring, territory •Green economy 2009
revitalizations
Creation of a
« Cultural and Creative
Industries
Department »
Real estate department

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Sofred Consultants
A consulting company addressing City and Regional development issues
Headquarters in Paris
45 consultants
2009: Creation of a « Cultural and Creative Industries Department »
Our positioning : bringing culture and economy together:
« A creative approach of business, a business approach of creation »

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Sofred Consultants
« Cultural and Creative Activities » as a lever for the transformation of Cities, Regions and rural areas
Music as an economic devpt. tool Creative Incubators in
Impact of the International
« deprived districts »
Movie Festival – Annecy
New support systems for Cultural Quarter
entrepreneurs in the creative field Digital industries cluster Creative industries Cluster
French Animation Movie Cluster French Ministry of Culture French Ministry of Industries
New models for the distribution Evaluation of French luxury industries
of cultural goods and services Public support systems

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Characteristics of the French creative industries
A creative country
Concentration of cultural and creative industries in France
• Strong public support for culture in France until the
late 1990’s
• A creative image for a creative country (« French
Touch »)
• A strong concentration of CCI’s in Paris ( 48% of the
French ICC’s, 6% of the Paris workforce)
• French pionneers : Nantes (Nantes Creative Island
projetc), Lille (Capital of Culture)
• A concentration of CCI’s in big cities (Lyon,
Toulouse, Bordeaux, Marseille, etc.)
• A growing awareness in mid-size and small-size cities
NO SINGLE MODEL TO GO CREATIVE

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A French paradox ...
An historical and ideological separation between business and arts
Culture is a sanctuary…
…but times are changing
Culture is going global

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Why go creative?
7 reasons to go creative
Importance of soft power in modern economies
Smart cities = economy + people + governance + environment + business & life
Culture and creation as a multiple lever
A growing business in Europe
A powerfull tool for the transformation of Cities
Added value for the Citizens and Communities
A vector of values and true identity

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Creative economy:
A powerfull driver to regenerate european Cities and Regions
Different eggs in our City’s baskets
Green Social Creative Digital
economy economy economy economy

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French case studies : Nantes
A 20 year programm to build a creative City
The Creative Island- « Quartier de la Création » Project

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French case studies : Nantes
A 20 year programm to build a creative City
The Creative Island- « Quartier de la Création » Project

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French case studies : Nantes
A 20 year programm to build a creative City
The Creative Island- « Quartier de la Création » Project
From an « elephant landmark » to a major city project

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French case studies : Nantes
A 20 year programm to build a creative City
The Creative Island- « Quartier de la Création » Project

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French case studies : Besançon
Building a new cultural district around a major cultural equipement
Exterior views

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French case studies : Besançon
Building a new cultural district around a major cultural equipement
Video : 3D project

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French case studies : Besançon
Building a new cultural district around a major cultural equipement
A key project and a booster for City Development
Cité des arts and the cultural district
What is at stake ?
• Cultural development A unique opportunity to address the
• Economic developpement issues of the cultural and creative
• Touristic development industries, gather a creative community
• Innovation (architecture, sustainable and build up a creative class
development...)
• A new image for the City of Besançon
A « Key project » management process An opportunity to develop a cultural and
needeed creative cluster in the long term

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French case studies : Valence
How to build a creative cluster (animation movie) around an international talent
(Folimage)

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French case studies : Lille
How to follow up with Capital of Culture label ?
From the « event model » to the regeneration of a City

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French case studies : Saint-Etienne
Design as a trademark

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Key sucess factor
Strong political vision and back up
« Key Project » management process (leadership, human and financial resources, strategy)
Empowerment of the local creative class (identify key players/ attract and retain talents )
Need for symbolic « urban space » transformation or an event used as a catalyst or a symbol
Long term transversal strategy (20 years to build Nantes Island)
Mapping of your cultural and creative industries : define your own creative model
Key role of education in the future development (Arts Schools)
Key role of digital industries
Strong focus on animation to build a creative community and a creative class
Measure of multiple impacts (culture is not only expenditures)

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How to build creative clusters ?
Facilitating cooperation beetween creative actors and organized communities
Local authorities
Arts in the City
City procurement
Living labs /City experiments
Education
Attractiveness
Business community Public Tourism community
Fund Raising
Creative Community Image
Markets
Mobility
Innovation
Creativity
Breakthroughs
Scientific Community

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Most commonly raised issues
Lack of « awareness » and of political support »
Isolation and even egos of cultural players : no sense of a « Creative Community »
Reluctance to move to « business circles » and adress markets
Need to adapt to changes of paradigms (less public money, need for fundraising... )
Segmented CCI’s markets : a need to target assets and priorities
A commonly made error: spend all the money on cultural equipment and big institutions and forget the
« soft » (clustering policies, community building...)
A major challenge : how to turn creative activities into profitable activities?
How to develop an original regional production next to « mainstream and global creation » (emerging
companies and start up versus /global players in the cultural industries)

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How to sell a cultural and creative industries project to Politicians ?
Cultural and Creative Industries projects as key City projects
A key project for the City
A booster for the A booster for urban,
economy, creativity A booster for cultural social and sustainable
and innovation development and tourism development

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Votre contact
Coralie GRIMAND
Director
Cultural and Creative Industries
Department
Tour Part Dieu
129, rue Servient
69326 Lyon Cedex 03
04.78.95.71.66
coralie.grimand@sofred.fr
www.sofred.fr
Nos bureaux
Neuilly-sur-Seine (Siège) Lyon Toulouse Strasbourg Vichy
114 av. Charles de Gaulle Tour Part Dieu Immeuble Central Parc – Bât B 2 rue Brûlée Centre des 4 Chemins
92522 Neuilly-sur-Seine Cedex 129 rue Servient 56 boulevard de l’Embouchure 67000 Strasbourg 1 rue Jean Jaurès
Tél : 01 79 62 02 00 69326 Lyon Cedex 3 31200 Toulouse Tél : 03 88 21 42 42 03200 Vichy
Tél : 04 78 95 71 60 Tél : 05 62 17 09 69 Tél : 04 70 97 45 62

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5 priority projects
Cultural quarter
Be’Creative : Incubating space for start
ups
Gathering a Creative +
community Cultural Fabric
+
Artists studios
Financing and
A European class Network building
strenghtening
Watches & Luxury In the fields of International
Cluster» Music and cooperations
Contemporary Arts Fundraising
Public Bids