Cultural Tourism as an Engine of Regional Growth Open days | Brussels | 9 Oct. 2007 | Dr. Pit Hosak

Cultural Tourism as an Engine of Regional Growth Open days | Brussels | 9 Oct. 2007 | Dr. Pit Hosak

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Cultural Metropolis Hamburg

Variety & Tradition

Variety

35 theatres with 45 stages

40 museums

three classical orchestras

and numerous musicals mark the cultural landscape in Hamburg.

Long standing cultural tradition

“Free and Hanseatic City of Hamburg”: no King, no residence but self-confident citizens who regard the support of culture as essential

Several of the main theatres and concert halls sponsored by citizens

More than 1000 foundations: German Foundation Capital


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Facts & Figures

Hamburg Inhabitants

• city: 1.75 Mio.

• the metropolitan region: 4.3 Mio.

Tourism in Hamburg

• About 20 % of the daily visitors come because of the culture

• They spend approx. 870 Mio € p.a.

• More than 50.000 visitors take advantage of cultural events each day

• Rate of over night stays doubled from 2001 to 2006 up to now 7.2 Mio p.a.


Culture is an important Pull-Factor for Hamburg Tourism


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Employment Motor

Approx. 105,000 people work in the tourism sector.

30,000 people work in the cultural sector, they generate a turnover of ca. 4.37 Bill. p.a.

Casper-David-Friedrich Exhibition inHamburger Kunsthalle 2006

320.000 visitors 75 % came from outside Hamburg They spent over all 8 Mio. Euro They stayed on average 2,23 days

It´s not easy to create a blockbuster every year



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Strategy

„Germans Desgin

Metropolis“

„Has an interesting Music- and Clubscene“„Interesting theaters and musicals“

„Clubs & Pubs“„Young Music Sceen“„Hamburg Music Clubs“„Popconcerts in Hamburg“

„Musicals“„Opera“„Classical Concerts“„John Neumeier-Ballett“„Museums“„Theater“

Shopping City

PremiumCultural

Performances

Hamburg FunFairs

City at theWaterfront

VibrantScences

Entertaining-MileReeperbahn

AttractiveBusiness

Infrastructure

Metropolisworth living

IntrenationalTrading

Metropolis

Cultural Brand Profile

Hamburg MarketingStudy 2005


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Marketing Strategy

Creativity is important for prosperity (in the Ministry for Culture we knew that already ….)

All bigger cities are at the moment in a direct competition for talents

We need to develop an authentic, specific Cultural Profile of Hamburg to face this competition

What we learned from Richard Florida andCharles Landry


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Cultural Profile of Hamburg

What we want to achieve: the tension between …

Philharmonic Hall Hamburg

Tradition & Modernity

Speicherstadt


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Cultural Profile of Hamburg

… and the need of:

LuKuLuLe

High Brow Culture & Middle Brow Culture

Thalia Theatre


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CulturalMetropolis Hamburg

MusicTradition from Brahms

to Beatlesto Musicals

Museums Important Collections

and Exhibitions

StagesEvery year

nationwide prizes,Ballet

Maritime Culture

Location & tradition

strengthen our strength


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Marketing Strategy

CulturalInstitutions

ProductMarketing

MainlyRegional

CulturalInformation

Point

Information

Regional

Opening 2009

www.Hamburg.de

Information

International

cultural-portalplanned 2008

HamburgTourism Ass.

ProductMarketing

International

HamburgMarketing Ass.

BrandMarketing

International

HamburgCultural Marketing

Problem: Coordination/responsibilities of different players


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Quelle: Mediaserver Hamburg

From strategy to reality

HafenCity largest inner-city development project in Europe Increase of innercity for about 40 % 5.500 Flats, 12.000 Inhabitans, 40.000 jobs

International Maritime MuseumHamburg (Opening 2008)

Philharmonic Hall Hamburg(Opening 2010)

Science Center(Planning not finished)

Cultural activities are planed from the beginning


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From Strategy to reality

Windprojekt Ute Necker

HafenCity already

Beach Clubs etc. Openair Cinema Children Wind-Festival Readings Artist studios in Speicherstadt Tango nights at harbour side


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(Elbe) Philharmonic Hall Hamburg

Spectacular location



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Herzog & de Meuron


(Elbe) Philharmonic Hall Hamburg

Spectacular Architecture by

Herzog & de Meuron

PPP- Project: concert hall, hotel,

apartments

Cost: ca. 241 Mio €

Donations as per today 68 Mio €

Objective: One of the best concert halls worldwide


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The Argument

We should not ask what it costs to invest in culture

We should ask what it costs not to invest in culture!Charles Landry


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Contact

Dr. Pit Hosak

Ministry of Culture Hamburg

Hohe Bleichen 22

20354 Hamburg

Tel.: 0049-40-42824-274

Mail: [email protected]

Documents

Cultural Tourism as an Engine of Regional Growth Open days | Brussels | 9 Oct. 2007 | Dr. Pit Hosak