Where everyone is an artist!
APPENDIX
Cultural Project for the Master’s Degree in Arts and Cultural Management July 2013 presented by: Eva Altmeyer
Estella Polonara Tutor: James Douet
Kommentar [E1]: logo auf den seiten höher!
-seitenzahlen artists CV how long foundation gives moenyß
Kommentar [E2]: TO DO forward agreement map staff plan layout - <logo und tabellen all clearly visible, logo blasser nich so großer zeilen abstand INHALTSVERZEICHNIS
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Table of Content
A. Executive Summary ..................................................................................................................................................................... 4
................................................................................................................................................................................................. 4 A.1 Vision
.................................................................................................................................................................................................. 4 A.2 Values
............................................................................................................................................................................................. 4 B.1 Location
B.1.1 Map .............................................................................................................................................................................................. 4
B.1.2 Things to know about Ancona ....................................................................................................................................... 5
....................................................................................................................................................................... 5 B.2 Sectorial Dynamics
B.2.1 Cultural Statistics about the citizens of Ancona and the Marche region ................................................. 5
B.2.2 Organization of the public administration responsible for culture ........................................................ 10
B.2.3 Tax deductions for Cultural Patronage .................................................................................................................. 10
................................................................................................................................................................................ 11 B.3 Pest Analysis
.................................................................................................................................................................................. 12 B.4 Competitors
B.4.1 List of events taking place annually or every two years in and around Ancona .............................. 12
B.4.2 Porter’s Model .................................................................................................................................................................... 13
.......................................................................................................................................................................................... 14 B.5 Partners
B.5.1 Lists of galleries and museums in and around Ancona ................................................................................. 14
.............................................................................................................................................................................................. 15 B.6 Survey
C. Diagnosis of the Starting Point ............................................................................................................................................... 22
D. Conceptualization of the Project...................................................................................................................................... 23
....................................................................................................................................................................... 23 D.1 Logo and Slogan
................................................................................................................................................................................................... 23 D.2 Date
............................................................................................................................................................................................... 24 D.3 Venue
D.3.1 Location of Piazza Pertini ............................................................................................................................................. 24
D.3.2 Survey about Piazza Pertini by the Experimental Center of Design Poliarte .................................... 24
........................................................................................................................................ 25 D.3.3 Floor Plan of Piazza Pertini
............................................................................................................................................................................ 26 D.4 Event Program
D.4.1 Detailed Description of school activities .............................................................................................................. 26
D.4.2 Detailed description of the adult activities ......................................................................................................... 27
......................................................................................................................... 28 D.5 Curriculum Vitae of the invited Artists
D.5.3 Judo Pluto .............................................................................................................................................................................. 29
D.5.5 Kurnacool .............................................................................................................................................................................. 30
D.5.6 DJ Matic .................................................................................................................................................................................. 30
D.5.7 DJ Apeless ............................................................................................................................................................................. 30
E. Marketing Plan ............................................................................................................................................................................... 31
.............................................................................................................................................................................. 31 E.1 Marketing Mix
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E.1.1 Promotional material ...................................................................................................................................................... 31
E.1.2 Guests of Honor .................................................................................................................................................................. 31
E.1.3 Merchandise Products .................................................................................................................................................... 32
E.1.4 CreACTivity Facebook Page ......................................................................................................................................... 33
E.1.5 Press Release ....................................................................................................................................................................... 36
F. Operational Plan ................................................................................................................................................................................. 38
................................................................................................................................................................................. 38 F.1 Supply Chain
............................................................................................................................................................................ 38 F.2 Service Process
...................................................................................................................................................................... 39 F.3 Human Resources
.............................................................................................................................................. 39 F.3.1 Detailed Job Descriptions
............................................................................................................................................................ 40 F.3.2 Employees’ Profile
..................................................................................................................................................... 40 F.3.3 Detailed Staff Salaries
............................................................................................................................................................... 42 F.4 Volunteer Agreement
........................................................................................................................................................................................... 43 F.4 Logistics
F.4.1 Location of the CURA offices ........................................................................................................................................ 43
F.4.2 Facilities of the association ..................................................................................................................................... 43
F.4.3 Assets ..................................................................................................................................................................................... 43
G. Economic and Financial Management .................................................................................................................................... 44
............................................................................................................................................................ 44 G.1 Budget Forecast Event
G.2 Funding by the Marche Region ........................................................................................................................................... 45
G.3 Possible Funding Sources in the Future ......................................................................................................................... 46
....................................................................................................................................................................................... 49 G.4 Cash Flow
H. Key Performance Indicators ............................................................................................................................................... 50
..................................................................................................................................................................... 50 H.1 Visitors’ Feedback
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A. Executive Summary
A.1 Vision
In the future CURA also wants to coordinate the different initiatives existing in the Marche region and to
improve quality of life in the city. In the next three years we want to establish an innovative platform for
amateur and emerging artists for exchange and cooperation and to contribute to urban regeneration;
hence catering to the needs of individuals, private parties as well as public entities. For this purpose,
regular events in other cities just as exhibitions, lectures and conferences will be. Also, we will offer
consultancy for the citizens, artists and the city council concerning creative and participative urban
regeneration. Furthermore, a website will be designed where people can present their projects, share
their ideas and needs and can find interested associates. Projects from the local municipality will be
communicated here, too.
A.2 Values
The CreACTivity event represents the following values: dedication, innovation, creativity, participation,
interaction, inspiration, experience and concern as well as entertainment.
B. Contextual Basis of the Project
B.1 Location
B.1.1 Map
Distance Ancona – Pesaro 84km Distance Ancona – San Marino: 120km Distance Ancona Peruggia 140km Distance Ancona – Rome 300km
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B.1.2 Things to know about Ancona
Ancona is the capital of the province of the same name in the Marches region. The Marche region covers an area of 9,694 km² of the central Adriatic slope between the regions Emilia-Romagna to the north, Tuscany and Umbria to the west, Lazio and Abruzzo to the south. The eastern boundary of the region is formed by the Adriatic Sea. The population density in Marche is below the Italian average. According to an official census from 2001, it was 151.7 inhabitants per km², compared to the national figure of 192. The region is subdivided into five almost similar-sized provinces: Pesaro-Urbino, Ancona, Macerata, Fermo and Ascoli Piceno. Only the regional capital, Ancona, has over 100,000 inhabitants. Ancona is one of the Marches’ most important economic centers and the biggest town in the region, both in terms of number of inhabitants and geographical size. The city was founded in 387 BC and it name is derived from its location on a promontory in the shape of an elbow (“ankòn” in Greek) and the broad bay. Today Ancona consists of two parts: the historic city center on the hill (the Monte Guasco) and the modern part by the sea. The most important sights are the Cathedral at the tip of the promontory, the Arch of Trajan (Arco di Traiano) and the Lazzaretto in the harbor, the old lighthouse and the citadel. Most of the other sites are situated on the harbor side. Even though the buildings of the town reflect all periods of history, from the Romans to modern day, the predominant buildings date back to the 14th century and 18th century. But the development of the population has been rather static in the last fifty years. Despite a quite low population density of about 810 inhabitants/ km², Ancona has witnessed a fast and low density building development, provoking a number of regeneration challenges.1
B.2 Sectorial Dynamics
B.2.1 Cultural Statistics about the citizens of Ancona and the Marche region Geographical Level Number/ percentage of
Inhabitants
Italy 60,870,745
Marche Region 1,565,000
Province of Ancona 481,028
City of Ancona 102,521
Number of Potential Visitors 500 participants + 400 attendees
Share of adults actively taking part in a public performance (national
level)
24%
Share of adults practicing visual arts activities (national level) 10%
Persons who declare to have attended some entertainments at least
once in the last year (regional level)
19,7% theater, 46,7% cinema, 20,1%
music concerts
Persons who declare to have attended museums and exhibitions last
year (regional level)
24,3%
1 For that reason, the Municipalty of Ancona is developing urban strategies to reduce social and spatial exclusion and to change citizens perception of marginalized areas, mainly through the active involvement of schools as key spatial place of social inclusion.http://urbact.eu/fr/projects/metropolitan-governance/csi-europe/partner/?partnerid=662 [Effective: 10.02.2013]
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a) Age classes by sex and relative impact, average age and aging index in Marche region (2011)
Males Females Total
Classes (n.) % (n.) % (n.) %
0 - 2 age 21,299 2.86 20,361 2.56 41,660 2.70
3 - 5 age 21,524 2.89 20,471 2.57 41,995 2.73
6 - 11 age 42,145 5.65 39,566 4.98 81,711 5.30
12 - 17 age 42,026 5.64 39,385 4.95 81,411 5.28
18 - 24 age 52,800 7.08 50,655 6.37 103,455 6.71
25 - 34 age 91,015 12.21 91,014 11.45 182,029 11.81
35 - 44 age 118,829 15.94 118,367 14.88 237,196 15.40
45 - 54 age 112,748 15.12 114,452 14.39 227,200 14.75
55 - 64 age 92,807 12.45 98,972 12.45 191,779 12.45
65 - 74 age 77,361 10.38 87,755 11.04 165,116 10.72
75 and more
72,915 9.78 114,221 14.36 187,136 12.15
Total 745,469 100.00 795,219 100.00 1,540,688 100.00
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2 http://www.urbistat.it/AdminStat/en/it/demografia/eta/marche/11/2 [Effective: 15.03.2013]
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b) Percentage of enterprises operating in the province of Ancona, with details on the companies belonging to the cultural production system (2010)3
c) Cultural enterprises registered and active in Italy, Marche and Ancona (2010)
Italy Marche Ancona
Registered Active Registered active Registered active
Creative Industries 95.149 83.735 2.154 1.954 729 658
Cultural Industries 254.749 231.849 7.326 6.621 1.858 1.671
Performing arts and visual arts 27.077 24.987 610 558 202 193
Cultural Heritage 1.067 949 38 34 7 6
TOTAL CULTURE 378.042 341.520 10.128 9.167 2.796 2.528
TOTAL Enterprises 6.109.217 5.281.934 177.503 159.458 47.225 42.480
d) Share of adults practicing visual arts activities in the last 12 months (2007) (painting, drawing, sculpture, computer graphics, etc.) by educational level, gender, age group in %)
TOTAL Education Gender Age
Low high F M 25-34 35-54 55-64
Germany 14 8 20 16 12 20 14 9
Italy 10 6 16 13 7 14 10 6
3 http://www.an.camcom.gov.it/20111221/economia-cultura-binomio-possibile [Effective: 10.02.2013]
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e) Total government expenditure on culture (2000-2011) (in EUR)
Country
Country Total Central government Provinces/ regions Municipalities
Austria 2010 2 333 800 000 787 730 000 874 530 000 671 550 000
Italy 2010 6 910 000 000 2 484 000 000 - 4 426 000 000
Country
Country total Central government Provinces/ regions Municipalities
Austria 2008 2 287 060 000 742 670 000 838 320 000 706 080 000
Italy 2008 7 026 000 000 2 423 000 000 - 4 603 000 000
f) Public Cultural Expenditure per capita and in % of total public expenditure or of GDP; all levels of government (February 2013)
COUNTRY
2000 2005 2009 2010/2011
€ per capita
€ per capita
€ per capita
€ per capita
% of total publ. budgets
% of GDP
Read/Compare: mainly horizontal comparisons mainly vertical comparisons
GermaGermany 100 97 112 117 Jan 67 0.38
Italy 101* 112 134 117 0.9 0.44
g) Changes in Direct State Cultural Expenditure by Sector
Countries Years Libraries/ Museums/ Performing Arts (music +
theatre) Radio/TV
Visual Arts
Film/
Literature Archives Video
Italy 2000 5.2% 5.6% 13.2% 2.8% 0.1% 2.8%
h) Comparison of European Price Levels (2008) Recreational and cultural products cost in Italy 20% more than is the OECD average. Average OECD PPP* Prices 2008 = 100
Country Gross Domestic Product
Actual indi-vidual consumption
Consumer goods
Government services
Individual services
Recreation and culture
Italy 109 112 115 113 109 120
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i) European Recreation and Culture Expenditure Index, 2008 Based on real expenditure per capita on GDP at average OECD PPP* prices, In USD and %
Country Gross Domestic Product
Consumer goods
Consumer services
Individual services
Recreation and culture (=RC)
RC-Index:
% of European Median 1516$
Italy 35332 9987 10189 4209 1443 95%
AVERAGE (EUROPEAN MEDIAN, incl. Canada)
30209 7944 8053 4139 1516 100%
Persons aged 6 and over who declare to have attended some entertainments at least once in the last year - Marche - 20094
total
Theatre 41416
Cinema 51.4
classical music concerts, opera 41286
other music concerts 41385
sports events 41546
j) Number of Facebook users and share of Internet users using Facebook
Country Population (2010)
Internet users
Facebook users (September 2010)
Share of population using the Net (%)
Share of population using Facebook (%)
Share of Internet users using Facebook (%) (June
2010)
Italy 60 340 328 30026400 16 888 600 49.76 27.99 56.25
Total 861 355 071 507543598 178926320 58.92 20.77 35.25
4http://www.istat.it/en/marche/data?q=gettable&dataset=DCCV_INTRAT_SPETTAC&dim=77,0,0,13,2072&lang=1&tr=0&te=0
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B.2.2 Organization of the public administration responsible for culture5
B.2.3 Tax deductions for Cultural Patronage6
Donations coming from individuals and bank foundations are regulated by Art. 15, letter h) of the TUIR DPR 917/1986 regulation which allows a tax deduction of 19% of the donation; Company donations to culture are regulated by Art. 100, paragraph 2, letter m) of the TUIR DPR 917/1986 regulation which provides a full tax deduction of the paid amounts. In order to recover the tax loss the tax authorities set a maximum limit for donations. This constraint does not affect the donor but the beneficiary.
5 http://www.culturalpolicies.net/web/files/134/en/Financing_the_Arts_and_Culture_in_the_EU.pdf [Effective: 20.04.2013] 6 Source: http://www.beniculturali.it/mibac/export/UfficioStudi/sito-UfficioStudi/Contenuti/Archivio-Newsletter/Archivio/2010/Newsletter-5/visualizza_asset.html_1895314724.html [Effective: 12.05.2013]
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B.3 Pest Analysis
POLITICAL AND LEGAL ECONOMIC
New national and regional government: candidates promised higher public expenditure for culture
Cultural non-profit associations are exempted from taxes
Only 0,9% of the public budget are spent on culture
Ministry of Heritage and Cultural Activities responsible for culture on a national level; regions, provinces and municipalities on a local level.
Weak local development for using low technologies exposing the region to strong competition from developing countries
6% of all enterprises in Ancona are from the cultural sector
Ancona’s economy is based on tourism, food and fishing industries as well as shipyards.
Higher difficulties to receive public funding and also private sponsors due to the economic crises
In 2011, the gross domestic product at market prices was €41,411.63 millions.7
Increasing importance of tourism, around 2 million arrivals per year in the Marche region
Economy is besides tourism based on fishing and food.
Weak local development for using low technologies exposing the region to strong competition from developing countries
SOCIAL TECHNOLOGICAL
Lower unemployment rate than national average, around 6,3%
Predominantly rural region In 2011, 9,6% of Marche’s population carried
out a social activity in meetings of cultural, recreational associations.8
2400 years celebration of Ancona About 11% of population are immigrants,
mostly from other European countries.9 Around 12,8% of the population are younger
than 15 years old, 15-64 years old: 62,7%, older than 65: 24,5%10
Very low crime rates 34% of all households are 1-person-
households.
In 2010, about 50% of the population used the
Internet, and 28% had a Facebook account. (See
App. Facebook in Europe).
More than half of Marche’s population listens to the radio and reads the newspaper11
Web 2.0: flickr, facebook, twitter, instagram Ancona has an Airport (Ancona Falconara) and
is served by regional and long distance trains. Nuovo Trasporto Viaggiatori plans to run services between Milan and Ancona starting in summer 2013. Also a motorway, A14, connects the city. In the city also buses operate.
7http://www.istat.it/en/marche/data?q=gettable&dataset=DCCN_PILPRODT&dim=77,0,9,9,1,1,2,2146,0&lang=1&tr=0&te=0 [Effective: 12.04.2013] 8http://www.istat.it/en/marche/data?q=gettable&dataset=DCCV_PARTECIPSOCIALE&dim=77,0,3,11,0&lang=1&tr=0&te=0 [Effective: 12.04.2013] 9 http://www.comuni-italiani.it/042/002/statistiche/stranieri.html [Effective: 12.04.2013] 10 http://www.tuttitalia.it/marche/40-ancona/statistiche/indici-demografici-struttura-popolazione/ [Effective: 12.04.2013] 11http://www.istat.it/en/marche/data?q=gettable&dataset=DCCV_MASSMEDIA&dim=77,0,20,1,3,14,0&lang=1&tr=0&te=0 [Effective: 12.04.2013]
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B.4 Competitors
B.4.1 List of events taking place annually or every two years in and around Ancona In the previous years, the most important cultural events have been the festival Adriatico Mediterraneo and Amo la Mole which represent all art disciplines. During 2013, there is a proliferation of art events and activities on occasion of the 2400th anniversary of the city. This demonstrates that there is a need on the part of the citizens and institutions to relaunch the arts, to reinforce the city identity and to involve the citizens’ participation in the urban development.
NAME DATE PLACE CONCEPT
Ancona Jazz Festival October Ancona Jazz music
POPUP! June Ancona Street art festival
La Fiera di San Ciriaco
Beginning of May festival to honour the patron of Ancona with concession stands and sale off local products
Biennial of Young Artists from Mediterranean Europe
Every two years in a different Mediterranean country; 6th-9th of June,2013 in Ancona
Ancona Presents creations of young artists from Mediterranean countries working on different fields of artistic research and creativity including Visual Arts, Design, Fashion, Architecture, Gastronomy, Literature, Cinema, Music, Performing Arts, Theatre and Dance.
Amo la Mole June- September Ancona Different cultural events (dance, exhibitions, children’s activities, movie screenings) on the pier Vanvitelliana
Acusmatiq July/ August Ancona Electronic Festival, Music and workshops
Festival Internationale Inteatro
June/ July Polverigi Theatre festival of contemporaty performing arts
Mostra Internazionale del Nuovo Cinema
End of June Pesaro Non-competitive exhibition of cinema works
Following events take additionally place this year: ArteInsieme -- cultura e culture senza barriere: 24th of May, two hour happening on Piazza Pertini.
Schools and local associations met in the square for activities dedicated to art and integration, color, music and entertainment. MUSICA E POETRY: 28th May: The middle school orchestra perform different pieces
ARTE IN TUTTI I SENSI (Art in all senses): 29th may, concerts and art activities on the pier Vanvitelliana
I laboratori della cittadinanza partecipata e condivisa: 29th of May 2013 Experiences and works of the students that worked at the projects.
Demanio Marittimo in Marzocca/ Senigallia (close to Ancona) 19th of July: Event based on young creativity and internationality in the fields of architecture, design and art. Main theme: The beach as a common space.
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However, we have not only to compete with similar events taking place around the same time, but also every other activity our target group could undertake instead, and spending their time and money, e.g. going to the museum or theater, but also going to the cinema, shopping etc.
B.4.2 Porter’s Model
MEDIUM Intensity of Competitive Rivalry: CreACTivity offers a differentiated product which is focused
on a unique experience at an affordable price. Yet, the event has to compete with other cultural festivals
and activities which make investments in our competitive advantage and advertising expenses important.
(See Chapter xx Competitors for more information)
MEDIUM Threat of New Entrants: The sector of cultural events is attractive, not only since Creative
Industries are more and more economically successful. However, in the recent situation it is quite difficult
to find funding for cultural initiatives. Also, we seek to differentiate us by establishing a high loyalty of
Sports Restaurant Shopping
Outdoor Activities
Cinema
Dance Opera
Performances TV Concert
Events and festivals in
general
Events of the same genre
MEDIUM Intensity of Competitive
Rivalry
LOW Risk of Substitute Products
MEDIUM Bargaining Power of Suppliers
MEDIUM Bargaining Power of Buyers
MEDIUM Threat of New Entrants
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customer and distribution channels, so it will be hard for new entrants to find a competitive advantage
high enough to make our customers willing to switch.
MEDIUM Bargaining Power of Customers: Indeed, CreACTivity highly depends on its attendees.
However, we only aim at a number of 500 willing participants which is relatively low since the city itself
already has more than 102.000 inhabitants.
MEDIUM Bargaining Power of Suppliers: For CreACTivity we depend a lot on externalized services, e.g.
suppliers for paint material as well as for catering. Nevertheless, there are many providers offering these
products and services in the Marche region, already competing among each other. Also the event will be a
good platform for promotion for them.
LOW Threat of Substitute Products: Around and in Ancona some cultural offers exist, however they are
more focused on traditional passive consumption and almost none on active cultural participation.
B.5 Partners
B.5.1 Lists of galleries and museums in and around Ancona Galleria Gioacchini, http://www.galleriagioacchini.com Galleria Pianetti arte contemporanea, http://www.galleriapianetti.it/ ASSOARTE, http://www.assoarte.com/ Galleria Portfolio arte contemporanea, http://www.galleriaportfolio.it/chi-siamo/ Gasparelli Arte Contemporanea, http://www.gasparelli.com Andrea Giorgi contemporary art store http://www.andreagiorgi.info/ New contemporary art gallery of Marche region,
http://robertoalborghetti.wordpress.com/2012/03/04/the-new-contemporary-art-museum-of-marche-italy-will-keep-a-roberto-alborghetti-laceractions-work/
Gallery Quattro centometri quadri in Ancona http://www.quattrocentometriquadri.eu/ Pinacoteca “F. Podesti”, http://www.anconacultura.it/anconacultura/it/musei/pinacoteca.html Museo della Città di Ancona,
http://www.comune.ancona.it/ankonline/it/uffici/pinacoteca/museodellacitta/mus_citta.html
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B.6 Survey
This survey shall be sent to the inhabitants of Ancona in the pre-production phase of CreACTivity in order to adapt the event more to the citizens’ needs and wishes. Welcome to our survey about the master project for the course Arts and Cultural Management at the Universitat de Catalunya in Barcelona. The project is about creating an art event in the city of Ancona, the capital of the Italian Marche region. First, please answer some questions about your person, important for statistical purposes. Completing our survey will only take you about 5 minutes but you would help us a lot in realizing our project! Especially we appreciate further suggestions and comments! Thank you a lot for taking part in our survey! 1. Gender
Please state your sex
Female
Male
2. Age
Please state your age
<12
12-16
17-21
22-30
31-40
41-50
51-60
>61
3. Please state your country and region of origin.
Country
Region
4. What is your level of education?
Primary Education
Secondary Education
High School Diploma
University Degree
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5. Profession
Please state in which sector you work or study.
Culture
Medicine
Engineer
Agriculture
Service Industry
Natural Sciences
Politics
Law
Other
Thank you for completing the first part of our survey! In this second part we will now ask you some questions related to the event.
The CreACTivity event will be organized by the non-profit organization CURA - Center for Urban Regeneration and the Arts - to be established in Ancona. The goal of CreACTivity is to unleash the creativity of the citizens, to give the city a modern image and to reinforce the identification of the people with their city. The first edition will take place in Ancona on Saturday, 22nd of March of 2014 on Plaza Pertini in the center of the city. The idea is to put several large blank canvases on the square and to equip the citizens with painting tools so they can design the panels as they wish, but according to the general topic "My city and me". During the event, food and drinks will be served and DJs will entertain and animate with music. There will be different activities for school children and for the rest of the interested public, such as a lottery, an auction, painting of famous artists etc. After the event, the created paintings will be exhibited in public places as well as sold to local galleries and museums.
6. Need
Do you think Ancona needs such an event to foster the citizens creativity?
7. Location
Perfect
Well chosen Alright
Not so well
Not appropriate
Do you think the location – Piazza Pertini – has been well chosen?
8. If you don’t think the location is well chosen, please state why and which location you would suggest instead.
9. Date
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Yes No Maybe
Do you think the date of the event – the 22nd of March - is well chosen?
10. If you think the date is not well chosen, please state why and suggest a different date.
11. What activities for adults can you think of?
12. What activities for children can you think of?
13. What sources of financing/ sponsorship for the event can you think of?
14. Participation
Yes No Maybe
Would you be willing and interested to take part in the event? 15. Admission
Yes No Maybe
Would you pay an entrance fee to take part in the event? (Paint Material and music concerts included)
16. If you would pay for taking part, how much would you pay?
I would be willing to pay...
<5€
5-7€
8-10€
11-15€
>15€
17. Volunteering
Yes No Maybe
Would you be willing to volunteer during the event? 18. If you would be willing to work as a volunteer, in which sector?
Assist participants in painting
Merchandising Sale
Information Point
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Box Office
Other
19. Competitors
Yes No I don’t know.
Does the event have relevant competition? 20. If you think the event has any relevant competition which would that be?
21. Similar events
Yes No I don’t know.
Have you ever been to a similar event?
22. If you have ever participated in a similar event, which one has it been and could you please describe it a bit?
23. Please write any further suggestions you have.
We would like to thank you very much for participating in this questionnaire!
With completing this survey you have helped us in making our event come true!
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As an example, below you can find one answer from a young man from Ancona who was so kind to complete our questionnaire. 1. Gender
Please state your sex Female
x Male
2. Age
Please state your age <12 12-16 17-21
x 22-30 31-40 41-50 51-60 >61
3. Please state your country and region of origin. Country Italy Region Marche 4. What is your level of education?
x Primary Education x Secondary Education x High School Diploma x University Degree
5. Profession
Please state in which sector you work or study. x Culture Medicine Engineer Agriculture Service Industry Natural Sciences Politics Law
x Other 6. Need
Yes No Maybe Do you think the city of Ancona needs such an event to foster the citizens’ creativity? y 7. Location
Perfect Well chosen Alright Not so
well Not appropriate Do you think the location – Piazza Pertini – has been well chosen?
x
8. If you don’t think the location is well chosen, please state why and which location you would suggest instead.
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9. Date
Yes No Maybe
Do you think the date of the event – the 22nd of March - is well chosen? Y 10. If you think the date is not well chosen, please state why and suggest a different date. I hope the weather will be nice.. 11. What activities for adults can you think of? Brainstorming with the lot cultural association of the city 12. What activities for children can you think of? kitemaking 13. What sources of financing/ sponsorship for the event can you think of? If there will be some local associations in the organization, the Region and the City will probably give sponsorship and funds. Ancona it's not so open with local associations, but totally close with foreign initiatives.. :( 14. Participation
Yes No Maybe
Would you be willing and interested to take part in the event? Y 15. Admission
Yes No Maybe
Would you pay an entrance fee to take part in the event? (Paint Material and music concerts included)
y
16. If you would pay for taking part, how much would you pay?
I would be willing to pay...
<5€ 5-7€ 8-10€
x 11-15€ >15€
17. Volunteering
Yes No Maybe
Would you be willing to volunteer during the event? X 18. If you would be willing to work as a volunteer, in which sector?
x Assist participants in painting x Merchandising Sale x Information Point Box Office
x Other 19. Competitors
Yes No I don’t know.
Does the event have relevant competition? Not yet 20. If you think the event has any relevant competition which would that be?
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21. Similar events
Yes No I dont know.
Have you ever been to a similar event?
X
22. If you have ever participated in a similar event, which one has it been and could you please describe it a bit? There is lots of event for children and “creativity”, but not all very irrelevant. Kinda like “hit and run” initiatives, with no consequences. There is Pop-Up, event about street art in the city, with famous artists from everywhere, and locals. There are also some little association who made some little events sometimes, for youngsters and childrens, about culture and intercultures and “creativity” but for me, it's not useful at all to make little drops one by one. The people forget easily in Ancona. 23. Please write any further suggestions you have. To make a big event with all the creative associations and organization (all divided) in the city! For “unleash the creativity of the citizens, to give the city a modern image and to reinforce the identification of the people with their city.” But all together. By the way, if that's will not happen yet, I will make it personally! ;-)
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C. Diagnosis of the Starting Point
SWOT Analysis
STRENGTHS WEAKNESS (solution in italics)
Managing Team with different cultural and professional backgrounds Multilingual team Dedicated and creative entrepreneur team with fresh ideas Local/ Inside contacts Unique, participative festival Educational aspect Interactive approach to all audiences
Little experience in visual arts -> continuous training Beginner event means lack of reputation -> Significant investment in communication & marketing plan Reliance on volunteers -> Work on volunteers motivation, give benefits Higher risk and contingency since it is a start-up
company -> Work together with known and experienced partners
OPPORTUNITIES THREATS
Already existing network (CSI Europe) Growth in tourism to Marche region Ancona, strategic location: capital of the region and crossing point in the Adriatic sea Elections on municipal and national level: Candidates of elections promise to invest more money in culture Survey about the use of Piazza Pertini reveals
citizens’ wishes Cooperation with local partners Public Financing by the region
Bad weather -> move event to dismissed venue at the port/ Pinacoteca
Increasing participation in cultural activities Lack of cultural activities around Ancona
The managing team consists of two cultural managers coming from different cultural and professional
backgrounds, meaning they can bring a diverse knowledge and experience to the project. The entrepreneurs
are highly motivated and dedicated to realize their project. Moreover, the team is multilingual and fluent in
Europe´s most important languages, German, English, Spanish as well as Italian and French. Since one of the
entrepreneurs is coming from Ancona, also we are a start-up company we already possess important local
and insight contacts. Moreover, our Advisory Board, consisting of four known and influential personalities of
the Marche region, will also provide us essential experience and contacts. Also, we will invest in our
marketing and communication to increase our reputation and awareness. In addition, the project idea is
unique and creative and as seen no similar predecessor in this region. Ancona has been wisely chosen since it
is a strategic location thanks to its proximity of (touristic) sights of interest and also because it is the capital
of the region. Nevertheless, Ancona is far enough from other cultural hubs to be able to grow an identity of its
own. The project is also appealing for the municipality since we want to do something for the citizens and the
city themselves. Furthermore, since we want to work with an already existing network – the CSI Europe
network – we have the possibility to get funding and also to export our idea and concept to other (European)
countries.
Certainly, in realizing our projects we will meet difficulties resulting from the prevalent financial crisis, which
will make it more difficult for us to receive private but especially public financing. This means we will have to
reach a high level of self-financing in the future. Another risk is the work with volunteers. However, in
general the interest in Italy for volunteering is rising. Apart from this, culture in general is not a very
profitable sector; we have a lot of indirect competition and the entry barriers are low. This is why it is really
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important for us to add value to our products and services (e.g. through merchandising) and increase our
competitive advantage as well as to turn our competitors in collaboration partners. Finally to secure that our
target audience will be interested in our project we will conduct a survey to find out about their needs,
interests and wishes and adapt our programming accordingly.
D. Conceptualization of the Project
D.1 Logo and Slogan
Colored hands: - reflect diversity of our team, our target group as well as of our tasks and ideas - depiction of the saying “to lend somebody a hand”, - stand for creating something with our own hands. Orange: - symbolizes enthusiasm, happiness, success, encouragement, attraction,
stimulation and creativity12 Slogan “Where everyone is an artist”: - illustrates that everyone who wants to is welcome to participate without any further judgement.
D.2 Date
The European Day of Artistic Creativity has been launched as an annual celebration by CreArt - Network for Cities of Artistic Creation. The goal of this Day is to raise the awareness of the importance of promoting creativity as one of the basic elements of individual development and of the creation of an European identity. Therefore, citizens across Europe can send their ideas for new activities which could be developed in their city, via this homepage: http://www.europeandayofartisticcreativity.eu in all the cities under the “Network of Cities for Artistic Creation”, and in the cities and institutions across Europe wanting to join our initiative. Initiatives who want to take part in this European Day of Artistic Creativity can join the “Network of Cities for Artistic Creation”. This is possible for partners having experience in the development of public artistic cultural activities as well as in European collaboration, being involved in the promotion of creativity in their territories and working in medium-sized territorial entities.
12 Moreover, orange has a very high visibility, which helps us to catch attention and highlight our event. http://www.color-wheel-pro.com/color-meaning.html
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D.3 Venue
D.3.1 Location of Piazza Pertini
The square is named after famous Sandro Pertini. He was an Italian journalist and socialist politician, who served as the seventh President of the Italian Republic, from 1978 to 1985.
D.3.2 Survey about Piazza Pertini by the Experimental Center of Design Poliarte13
Would you agree with a redevelopment/ renovation of Piazza Pertini?
Which conversion of the square would you appreciate?
13 [Effective: 15.04.2013]
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Which function should the square have?
D.3.3 Floor Plan of Piazza Pertini
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The blue line marks the size of the entire square. The area delimited by the red rectangle is the space we plan to use for the CreACTivity event.
D.4 Event Program
D.4.1 Detailed Description of school activities
We have chosen school children as one of our target groups to ensure already an involvement with CURA at an early stage in life. Also, we want to get schools as permanent partners. Moreover, it can help us to attract also attract parents when they come to pick their children up after the workshops. Like this we seek to get interested people and volunteers for future events of CURA.
It is really important to foster the creativity of our youngest, which is largely omitted in school education, because of lack of teachers, funds and also not seen as so important. With the children’s activities of CreACTivity we want thus to increase the children's imagination, their originality, productivity, problem solving capacity as well as strengthening their fine motor skills. These skills shall be built up through experimenting with various techniques and paint materials such as nontoxic acrylic paint, spray cans and markers. All classes will explore the basic elements and principals of design such as line, shape, color and texture. As children gain an understanding of these fundamentals they will develop not only the ability to appreciate art, but they will develop confidence in their own skills as well. At this it is important to take into account that for children the process in this case of painting is more important than the actual end product. Ideally the CreACTivity activities shall be integrated in a project week in the chosen primary and middle schools about the topics city in general and urban regeneration in particular. During the event day, from 09:00 to 11:00, the primary-school children will design one part of the square with chalk on the ground according to these topics. Therefore, the children will be divided into small groups under different topics evolving around the city: transportation, leisure time, sights, landscape, everyday life in city etc. Before the painting, we will conduct a brainstorming about possible topics, to give the children ideas what to paint. The children will begin to use the language of art as they discuss and explore such fundamentals as line, shape, color, texture and more. Another activity for this age group is the designing of postcards they can later give as presents to their parents.
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From 12:00 to 14:00, the older pupils will decorate new refuse containers which with motifs having to do with the city. The containers will be provided by the municipality. This workshop shall help the children to became aware about environmentally-sensitive consumption and also do make the city prettier. In addition, all children will get a white T-shirt with the CreACTivity logo for free which they can paint as they wish. Rounding off, all together the primary-school and middle-school pupils will design two canvases with their handprints which will then be exhibited in the respective schools. We will provide all paint materials such as sponges, brushes, T-shirts, canvases, paint and so on. In addition the children will be asked to bring old toothbrushes from home with which they can also paint. All these activities will be guided by their respective (art) teachers together with some volunteers from the local art school.
D.4.2 Detailed description of the adult activities
After one hour of break during which our volunteers will prepare the adult activities, putting up the easels and the first 12 canvases, the arrival of the DJs and a sound check, the event will officially be opened by a speech of the members of the advisory board at 15:00. They will present the program, thank the sponsors and partners and wish the participants success and fun for the event. The 200 participants who have on beforehand registered on our website as well as 200 persons who have bought the ticket on the box office will pay the participation fee in exchange for an entrance bracelet which grants them access to the paint materials. From 16:30 until 22:00 they will have the opportunity to experiment with the different paint materials under guidance of the volunteers from the local art school and design the canvases according to the theme “My city and me”. The volunteers will take care that every participant has an equal chance to participate in the painting activity as well as that the design of the canvas is balanced regarding the colors, the motifs as well as the materials used. From 17:30 on, two invited professional artist from Ancona - Gerardo Stacchietti and Marcello Picardi - will paint a canvas in front of the public. One of these pieces will at 21:00 be sold in an auction, one of the highlights of CreACTivity, in which all citizens as well as our sponsors are welcome to participate. Moreover, all citizens can take part in a lottery with one of the professional artists’ painting as a main price. Other prices will be provided by our sponsors. The lottery tickets can be sold throughout the day. The auction as well as the lottery are resources for self-financing the project. The lottery at 22:30, will end our part of the event. From 23:00 until the early morning, the after party will take place on the square; the DJs will continue playing and drinks will be available at the catering points. Throughout the day, all attendees can purchase products of our merchandise collection as well as enjoy food and drinks provided by our restaurant and bar partners. Also, when giving back the paint materials, the participants will be asked to please complete a survey about how they liked the event as well as about what they would like to change in their city.
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D.5 Curriculum Vitae of the invited Artists D.5.1 Marcello Picardi
Website: http://www.artmajeur.com/en/artist/marcellopicardi Address: Ricci, 17 60126 Ancona Telephone: 071882426 - Average Price for his works : 2000€ Born 1945 in Italy Photographer, musician and painter. He began painting in 1972. In 1960 he began studying music (Sax and bass). In 1969 he collaborated with newspapers and agencies as a sports reporter and photojournalist. From 1970 to 2003 he worked as a professional photographer. In 1989 he created the Philharmonic Orchestra of Ancona. In 1993 he founded the Symphony Orchestra of Marche. He currently lives and works in Ancona. 1973 - Ancona ex-tempore Conero Riviera (premio acquisto) 1974 - Ancona ex-tempore Conero Riviera (1st prize of representation) 1974 - ex-tempore Marina di Ravenna (premio di rappresentanza) 1975 - Ancona gallery group exhibition, 1976 - Milan "youth space" exhibition in 1977 - Rome "linfarte" exhibition, 1978 - Chiaravalle Municipal Library exhibition 2006 - Senigallia Municipal Library "Luke Orciari" exhibition 2007 - Ascoli Piceno Palazzo dei Capitani solo exhibition 2007 - Ancona room Rectorate solo exhibition in 2008 - Jesi Palace of Conventions exhibition Selection of recent works:
D.5.2 Gerardo Stacchietti14
Address: Via santa rita, 16 60027 Ancona Telephone: 071714328 – 3407767843 Average Price for a painting: 800€ Selection of recent works:
14 http://www.pitturiamo.it/gerardo-stacchietti-2013.asp
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D.5.3 Judo Pluto
http://www.judopluto.it/
Biographies Formed in November of 2001, Judo Pluto discovered their soul jazz about a year after their foundation. Since then they make frenetic music that leads them to create, play and leave countless projects, with its upheavals footage, training, equipment and even name, yet retains much of jazz in all its forms as inevitable gravitational center around which to draw its own orbit. The current repertoire ranges from jazz standards to Latin, from bossa nova to funky jazz genres that are proposed in relation to music on occasion and place, in formations ranging from trio to sextet. Since 2009, after performing at the INTERNATIONAL FESTIVAL OF ADRIATIC MEDITERRANEAN, Judo Pluto have a new project, with original arrangements of jazz Mediterranean. In autumn 2010, the repertoire is enriched with swing, pre-bop, standards '30s and '40s. Judo Pluto recreates the atmosphere of Gershwin, Duke Ellington, Count Basie Kansas city and in the original version Musical director: Fabio Agapite: [email protected] D.5.4 Vegetaballs http://vegetaballs.wix.com/home#!__home
Members: Lorenzo Ricci: Bass Guitar Michele Sordoni: Voice Luca Monopoly: Drums Andrea Guerrini: Guitar Alessandro Vecchietti: lead guitar and screams Genre: Live, electric, rockenroll
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D.5.5 Kurnacool
http://www.youtube.com/watch?v=MWirw7KWfPs
Rock music
D.5.6 DJ Matic Carlos Nascimento Genre: Electro
D.5.7 DJ Apeless http://www.youtube.com/watch?v=Vy6uII-LL-Y Genre: Electro
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E. Marketing Plan
E.1 Marketing Mix
E.1.1 Promotional material TYPE WHEN TO SEND TARGET NO PRICE PER
PRODUCT TOTAL COST
ONLINE 0€
Own website (maintenance costs) Throughout the production phase
All citizens 1 0€ 0€
Partner websites All citizens 20 0€ 0€
Social media (flickr, twitter, facebook, pinterest, youtube, linkedin, instagram)
Throughout the production phase
Young adults 7 0€ 0€
Newsletter Every month Friends of CURA 1 0€ 0€
PRINT MEDIA 40€
Specialized Magazines 2,5 months before Target group 2 20€ 40€
Newspapers 3 months before Citizens of region 2 0€ 0€
PRINTED MATERIAL
-30% discount by Aniballi Grafiche 424,20€
Flyer 2 months before event
Throughout the region
1000 0,1€ 100€
Poster (B2 full color) 2-3 months before event
Throughout the region
100 3€ 300€
Banner (for free if city hall promotion is on the other side)
2-3 months before event
Throughout the region
50 0€ 0€
Invitations 4 weeks before event
Sponsors, partners, public entities
30 0,1€ 3€
Thank you cards 3 days after event Sponsors, partners, public entities
30 0,1€ 3€
Business Card Throughout the production phase
Sponsors, partners, public entities
500 0,8€ 40€
Press Kit During press conference
Local journalists, sponsors
20 3€ 60€
Press Reminder 1 week before Local journalists, sponsors
1 0€ 0€
Food and Beverages During press conference
Local journalists, sponsors
30 2€ 60€
OTHER MEDIA 0€
Local Television (in-kind) During the event Local citizens 1 0€ 0€
Local Radio (in-kind) During the event Local citizens 1 0€ 0€
TOTAL 464,20€
E.1.2 Guests of Honor We plan to invite following famous guests of honor to the CreACTivity event. They will hopefully play an important role as bidders in the auction, besides our sponsors. Renato Zaccarelli, footballer Mirco Tangherlini, illustrator, designer and publisher
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Emanuele Naspetti, racing driver in Formula 1 Virna Lisi, actress
E.1.3 Merchandise Products
Prices, Costs and Expected Revenue For this forecast, we presume a number of 500 participants as well as 400 attendees; all together called “visitors”.
ITEM % of visitors
No of visitors
Selling price in
Income No of items ordered
Production Costs per Item
Costs in € Total Merchandising Revenue
USB stick 8% 72 8€ 576€ 100 4,75€ 475€ 101€
Linen Bag 6% 54 10€ 540€ 51 6,96€ 354,96€ 185,04€
Shirt 12% 208 10€ 2080€ 250 3,60€* 1287,50€ 792,50€
Pens 10% 90 1€ 90€ 100 0,59€ 59€ 31€
Keychain 8% 72 5€ 360€ 100 2,07€ 207€ 153€
Buttons 10% 90 2€ 180€ 100 0,88€ 88€ 92€
TOTAL 9 586 6€ 4298,5€ 851 3,4€ 3633,96 664,54€
* The t-shirt including the printing would cost 5,15€ per item. But from our sponsor Aniballi Grafiche we get 30% discount. Selection of our merchandise collection
Kommentar [E3]: Merchandise products 2 pages
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E.1.4 CreACTivity Facebook Page
Already 9 months before the actual event, CreACTivity has already 124 fans on facebook, the medium most used by our target group.
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E.1.5 Press Release CURA Center for Urban Regeneration and the Arts Via Vallemiano 52 60125 Ancona, Italy Tel: +39 (0) 712225020 PRESS RELEASE Ancona, January 15th 2014
CreACTivity, the event where everyone is an artist is coming soon. Ancona has been chosen for the first edition of the annual CreACTivity event of public painting. It will take
place on Piazza Pertini in Ancona on Saturday, 22nd of March of 2014, the day after the European Day of
Artistic Creativity. The event wants to raise the awareness of the importance of art and also urban space and
offer the citizens an innovative cultural experience.
The event takes part in the frame of Ancona’s 2400th anniversary and the 16th Young Artists Biennal and is
supported by the Marche region.
In the morning, from 09:00, various painting activities for 100 school children from “Scuola elementare
Faiani” and “Scuole medie Leopardi” will take place on the square. Then from 16:00 on, all citizens of Ancona
are invited to express their creativity and image of their city in an innovative and entertaining way. The
participants can design with different paint materials several large blank canvases, according to the theme
"My city and me". Volunteers of the art school Liceo Artistico E. Mannucci will assist the participants in the
activities. The guest painters Gerardo Stacchietti and Marcello Picardi will perform to give the citizens an
incentive. Local musicians will entertain and animate the public with music: Judo Pluto, Vegetaballs and
Kurnalcool. The party after the painting activities, beginning at 23:00, will be accompanied by electro
sessions by DJ Matic and DJ Apeless. During the event, the restaurant “Raval” and Moroder’s will offer tapas
and drinks
Further items on the program are a lottery, an auction of the artist’s painting. After the event, the paintings
created by the participants will be exhibited in public spaces as well as sold to local galleries and museums.
CreACTivity is organized by the non-profit organization CURA - Center for Urban Regeneration in Ancona.
The event locations for the following years are the European partner cities of the CSI Europe network:
Leipzig (Germany), The Hague (Netherlands), Porto (Portugal), Malmo (Sweden), Riga (Latvia), Seville
(Spain), Lille Métropole (France). The network is part of the URBACT program for urban development.
Ancona has little contemporary art or places offering cultural participating. This is why CURA wants to
increase the public awareness for the importance of art and also urban regeneration. This combined with
music, food and drinks make CreACTivity an event not to be missed.
The tickets for the event can be purchased on the day of the event at the box office or also in advance in the
offices of CURA and on their website for an average price of 15€. Discounts for students, disabled, older
persons and pre-sale are available.
Please visit http://www.creactivity.orf for further information.
For additional press information please contact Marketing and Communication Manager Alice Evans
by phone: +39(0) 712225021 or via email: [email protected].
Follow us on twitter.com/CURA#CreACTivity
Find us on facebook.com/curacreactivity
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PRESS RELEASE CreACTivity the event where everyone is an Artist is coming soon. Ancona, January 15th 2014 – The first edition of the CreACTivity will take place in Ancona on Saturday,
22nd of March of 2014, the day after the European Day of Artistic Creativity, on Piazza Pertini. All the
citizens are inviting to express their individual creativity and the image they have of the city in an
innovative and entertaining way. At the price of 15€ the citizens have the chance to paint with different
tools several large blank canvases panels as they wish but according to
the general topic "My city and me". The guest artists Gerardo Stacchietti
e Marcello Picardi will paint for the city too and local musicians will
entertain and animate with music from the 16:30. There will be Judo
Pluto, Vegetaballs, Kurnalcool, and for the party after some electro
session with Dj Matic and Apeless.
During the event two stands at disposal, one with the famous tapas and
cocktails of the famous “Raval” and the other one with Moroder’s wine.
CreACTivity event do not forget anyone: the morning is for free abd is
dedicated to school children of “Scuola elementare Faiani” and “Scuole
medie G.Leopardi”. During the event there will be a lottery, an auction and after the created paintings
will be exhibited in public places as well as sold to local galleries and museums. CreACTivity is
organized by the non-profit organization CURA - Center for Urban Regeneration of Ancona. The event
locations for the following years are the European cities partners of the CSI Jessica network as well as
Ancona: Leipzig – Germany, The Hague – Nederlands, Poznan – Poland, Porto – Portugal, Malmo –
Sweden, Riga – Latvia, Seville – Spain, Lille Métropole – France. The network is part of the program
URBACT for urban development. Ancona has little contemporary art that's why CURA wants to increase
interest on it by pushing for active participations in urban purposed since the needs some restoration.
That, combined with music, food and drinks make “CreACTivity” an event not to be missed.
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F. Operational Plan
F.1 Supply Chain
F.2 Service Process
In order to secure the quality of our services and respectively product, we invest a lot of time and effort in
the planning as well as in the execution of our business operations, namely the event. To begin with, we
spend plenty of time in researching the right venue and theme for the event, which activities and services we
could offer, which guests we could invite etc. (program planning). After having a first idea about how the
event could look like and calculating first expenses and sources of income, we will talk to CURA’s advisory
board to get experts’ opinion. At the same time it is also important to look for sources of financing, e.g. to ask
public entities for support, to write grant applications and to search for sponsors. When the board has agreed
to our plans, we continue with the search for musicians and artists who will perform during the event. Also,
we not only let the customers find their way to us, but we also make an active approach towards them via an
extensive communication campaign involving print as well as online media. Since we want to cooperate with
local (primary) schools regarding the children’s activities of our event, at this point we will talk to interested
schools and discuss with them possible activities. Whereas our budget is relatively limited, it is vital to work
with people willing to help us realizing the event. Citizens interested in working for CURA or willing to
volunteer during the event can personally contact us to get more information or make suggestions which we
try to take into consideration. Furthermore, we personally get into contact with possible cooperation
partners and service providers to which we have outsourced certain services, such as restaurants and bars
CREATION
CURA-Team
PRODUCTION
CURA-Team
DISTRIBUTION
CURA-Team
CONSUMPTION
CreACTivity Audience
Idea for CreACTivity
event
Speak to responsibles
in situ
Organize venue
Plan program
Set up budget
Meeting with Advisory
Board Fundraising
Search for Artists
Create+start commu. campaign
Find interested
schools
Find volunteers Organize
outsourced services
Hire temporary
staff
Organize necessary
equipment
Organize accomodation
+transport
Organize cleaning and
security
Execution of the event
Internal and External
Evaluation
Final report
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concerning the catering, transport companies as well as art schools before signing any contract with them. As
the date of the event is approaching, we have to purchase the necessary technical equipment as well as the
materials we will need for the painting activities.
Some of our guests, sponsors but also artists, may come from abroad in the future, this means we have to
organize accommodation and transportation for them.
After the festival has been executed, we give the participants and also the cooperation partners and our
sponsors the change to advance their opinion about it, to put forward proposals for future events and we also
conduct surveys. The results of this evaluation we will include in the planning of our next activities and
events. Apart from this, in regular intervals we also realize internal evaluation among our employees.
F.3 Human Resources
F.3.1 Detailed Job Descriptions
The Advisory Board consists of four known and respected members of Ancona’s and the Marche Regions
community. We will ask the future mayor of Ancona, the director of Casa delle Culture, Dott. Orsetti
Raimondo, the responsible of the department for Internationalization, Culture, Tourism, Commerce and
Promotional activity of the Marche region, as well as the chancellor of the Polytechnic University of the
Marche Region, Prof. Marco Pacetti, for their friendly support and assistance. The Advisory Board members
work for free; it is mostly a representative function. We can draw on their skills, knowledge, experience and
contacts which are vital for a start-up organization as is CURA. The Advisory Board, all members having
equal voting rights, elects the Executive Director of the Association and together with him the other positions
will be staffed. They shall provide strategic advice, helps make decisions, chooses the direction of the
organization and keeps the organization on track for the future. Moreover, the Board members will enhance
our reputation and credibility. The Board members meet every three month to discuss with the Executive
what and how the association is doing and votes on important matters pertaining the association, oversees
functions of the association and ensures that the core values and purposes are reflected in the operation
process.
The Executive Director is responsible for defining the mission and the goals of our company, for approving
the budget, for controlling the company’s operations and has the final say, meaning giving the general
direction and developing the general long-term strategy of our enterprise. In these tasks he acts in concert
with the Advisory Board.
The Festival Manager is in charge of creating and coordinating the tour programming, meaning doing the
research and contacting the parties on site, for setting up the tours’ budget as well as for their logistics. The
Festival Manager has also the responsibility for the quality control of the event and is especially the first
contact for our customers.
The Marketing and PR Manager is responsible for the communication with consumers, the public, the
government etc., for creating and executing the company’s marketing strategy, e.g. social media campaign, for
designing and administrating our website and the brochures, for sending press kits etc. This manager also
cares about sponsorship offers and the achievement of the sales goals.
The Office and Financial Manager handles the day-to-day business operations and administrative tasks
such as treasury running, negotiating the contracts, the general coordination and scheduling of the staff,
insurance issues etc. and sets up the Annual Budget and maintains the external relations such as with our
suppliers, partners, accountant and lawyer.
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Interns and Volunteers are important members of our staff and act as a representative of our organization
to the community. In the first year we will employ interns, one for half a year, who will get to know the tasks
of each of the three departments. Hence the four managers will share the responsibility for the interns. Over
the years, we will accept more interns. The student apprentice preferably studies a subject related to Culture
and or Management. Therefore, we plan to arrange agreements with the local universities. Furthermore, we
will ask the coordinator of the organizations for international cooperation and solidarity of the Marche
region for support to find volunteers.15 For the preparation and execution of the festival, we will employ 20
volunteers. CURA will provide them with a beneficial and life-enriching experience, opportunities for
professional development and social interaction with other volunteers as well as a chance to get to know
how a cultural institution works behind the scenes. The volunteers and interns as active members of the
association and the event, and have to be attached to our association’s mission and vision and must sign a
volunteer agreement.
To ensure a smooth and accurate running of the event, we will provide the volunteers and temporary staff
with a special training program and informative sessions as well as a follow-up talk.
F.3.2 Employees’ Profile
The ideal employee involved in the organization of CURA is a cultural lover who is especially interested
in visual arts. Values we seek in all our employees, permanent as well as temporary staff and outsourced
services are the following: a high dedication, motivation and devotion to the project, loyalty and
integrity, flexibility, ability to work under pressure and in a team. Moreover, our employees should have
good communication skills and speak at least English and/ or Italian as well as at least one other
language, have computer and organizational skills, and they should be dynamic and polyvalent.
F.3.3 Detailed Staff Salaries
In the first year, the four managers receive a gross fixed monthly salary of xx€, in the second year – with
growing of the association and event – a salary of yy€ and in the third year of zz€. The four managers have a
working schedule of 20 hours per week. However, this workload can increase during the preparatory time
and execution of the event. The interns and volunteers will not be paid for their temporary and respectively
part-time work. Their reward is the knowledge and contacts they will gain thanks to the internship. The
intern has a workload of about 20 hours per week. As for the volunteers, 10 days before and 3 days after the
festival they will have a stint of 8 hours per day.
In Italy, the employer has to contribute 30% of the gross salary to the employee’s Social Security.16
Below you can find an overview of the different positions, working hours as well as salary.
STAFF NUMBER OF PEOPLE
MONTHLY COSTS (excluding Social Sec.)
AVERAGE WORKING HOURS/ WEEK
SOCIAL SECURITY CONTRIBUTION (30%)
PERMANENT STAFF 8 2000€ 600€
Board of Directors 4 0€ 4 hs in 3 months 0
Executive Director 1 500€ 20hs/ week 150€
15 Website of Marche Solidali: http://marchesolidali.wordpress.com/ [Effective: 12.04.2013] 16 Italian Tax Facts from January 2013, http://www.ailo.org/help/italy.pdf [Effective: 12.04.2013]
Kommentar [E4]: Pay roll tax= social security tax
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Manager for Administration and Finances
1 500€ 20hs/ week 150€
Festival Manager 1 500€ 20hs/ week 150€
Marketing and Communication Manager
1 500€ 20hs/ week 150€
TEMPORARY STAFF 1 0€ 0€
Interns 1 0€ 15hs/ week 0€
OUTSOURCED SERVICES
3 156€ 0€
Cleaning of Office 1 56€ 2hs/ week 0€
Legal Advisor and Accountant
2 100€ 2hs/ week 0€
EVENT (additional) 34 1450€ 0€
Volunteers 20 0€ 3 Shifts of 5 hs, à 5 people
0€
Technical Staff (Sound, Camera)
2 300€ 14 hs 0€
Transportation 2 100€ Each 2 hs in mor-ning and at night
0€
Painters 2 125€ 3hs 0€
Musicians/ DJs 8 50€ 8hs 0€
Total for one year with one event
27322€/ year 7200€
TOTAL(with Social Sec.) 34522€/ year
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F.4 Volunteer Agreement
Introduction
This agreement describes the arrangement between CURA – Center for Urban Regeneration and Arts, in
Ancona, Italy, (the organization) and [Name of the volunteer] (the volunteer), beginning on [enter the day].
The intention of the agreement is to assure you both of our deep appreciation of your services and to indicate
our commitment to do the very best we can to make your volunteer experience here a productive and
rewarding one.
This agreement tells you what you can expect from us, and what we hope from you. The association asks you
to work an agreed number of ours on a scheduled basis that is acceptable to you and also to the association.
We aim to be flexible, so please let us know if you would like to make any changes and we will do our best to
accommodate them.
The organization agrees to
Provide introduction to how CURA works and the volunteer’s role within it.
Respect the volunteer’s skills and dignity and to value volunteer’s contribution.
Reimburse for out of pocket expenses in line with CURA’s volunteer policy.
Give a point of contact/volunteer coordinator to provide support and assistance for the volunteer to
Be able to meet the responsibilities of his/ her volunteer role.
Insure the volunteer against any injury he/ she may suffer in the course of volunteering
Respect the right to privacy. CURA will not share the volunteer’s personal information without prior
agreement.
Respect the skills, dignity and individual needs of the volunteer, and to do the best to adjust to these
individual requirements.
Treat the volunteer as an equal partner with the organization’s staff, jointly responsible for
completion of the organization’s goals and the fulfillment of its mission.
The volunteer agrees to
Undertake the role to the best of their ability to help the organization deliver its services.
Adhere to the organization’s rules and procedures, including record-keeping requirements and
confidentiality of organization and client information.
Attend necessary induction and training sessions.
Conduct appropriately and ethically at all time while being in service
Meet time and duty commitments, except in exceptional circumstances, and to notice the association
so that alternative arrangements can be made.
I will volunteer on the following days/times:
My supervisor will be:
Signed ________________________ Signed _________________________
Volunteer For and on behalf of the Organization
This agreement is binding in honor only, is not intended to be a legally binding contract and may be cancelled
at any time at the discretion of either party. Neither the organization nor the volunteer intend any
employment relationship to be created either now or at any time in the future.
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F.4 Logistics
F.4.1 Location of the CURA offices17
Piazza Pertini = star Cura Offices = pin F.4.2 Facilities of the association
In our facilities the offices of each manager and its subordinates are located, as well as a reception desk to receive (potential) customers and a conference room for internal meetings and also e.g. for negotiations with partners and press receptions. Furthermore, a bath room, a small kitchen and a storage room (for brochures, posters, office supplies etc.) find room in our facilities. In front of the building some parking places for our customers can be found. An office space of 120m² should be sufficient since we will mostly online and off-site.
F.4.3 Assets
Among others we need for the daily operations the following assets:
Office equipment, such as computers (5 à 400€), printers (150€), safe (200€), Business software (250€),
telephone (50€), chairs and desks (500€), counter (100€).
These assets will be provided by our partner Casa delle Cultura.
17 http://www.openstreetmap.org/ [Effective: 12.04.2013]
Kommentar [E5]: Registration form for associaions 1 page
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G. Economic and Financial Management
G.1 Budget Forecast Event Below, you can find a budget forecast for the necessary paint material we have requested from the store
for material for Fine Arts Barna Art18.
These pictures depict a selection the different paint tools and materials we will use at the CreACTivity
event.
18
http://www.barna-art.com/
Kommentar [E6]: presupuesto 1 page
45
G.2 Funding by the Marche Region
DECRETO DEL DIRIGENTE DELLA P.F. CULTURA
N. 92/CLT DEL 16/05/2013 Oggetto: LR 4/10 – Sostegno alle attività culturali. Elenco Progetti culturali di rilievo regionale. Invito per la presentazione di progetti € 290.000,00 Cap. 53101114 Cod. Siope 1.06.03.1634 Bilancio 2013 The region, according to the regional law n. 4/10 in the field of Cultural Heritage and Activities, "encourages and supports the integrated planning at the local level, within processes that enhance their financial responsibility involved," "promotes the aggregation forms, even among different subjects and integration of cultural heritage and activities, aimed at the economic sustainability of management and quality of services "(Article 1, paragraph 2 b and c) and" promotes the activities and initiatives aimed at forming and spreading expressions of culture and art "(art. 3). The Operational Programme annual sector at 1.2 (Towards a renewed use of regional resources: accreditation, quality design and social reporting) also stresses the need to "reward 'design quality' of the proposals selected by invitation, based on verifiable parameters 'objectified' in continuity with the invitations 2012. In particular, the 2013 program will identify, among others, three types of events, to admit to support regional, indicating for each area of eligibility and evaluation criteria, as detailed below: - Exhibitions of regional importance - Awards - Multidisciplinary Festivals Multidisciplinary Festivals Following are the eligibility criteria and evaluation: • number of activities related to a theme or to certain themes linked together by a common thread clearly recognizable and perceptible; • individual study and research assumptions which can associate the same activities also documented a wealth of knowledge, undisclosed; • involvement of a wide audience, with priority given to the student and youth; • enhancement of territories, landscapes and places of sedimentation of history, such as shopping centers and town centers, monumental buildings, archaeological sites, buildings of historical and artistic value, but also places of historical production (e.g. areas of industrial archeology) or simultaneously together in places with a strong "symbolic" for the community; • combination of genres and forms of artistic languages; • direct and indirect economic impact on the reality involved; • logical network between the proponents. The measure of any regional competition admissible may be granted up to a maximum of 50% of the overall project, and within the limit of € 50,000.00.
Acknowledgement of the project by the regional responsible for culture “Having examined the project "CreActivity", prepared by Polonara Estella and Eva Altmeyer, we declare, that the project is consistent with the lines of regional planning in the field of culture as it promotes urban development based on the creativity and participation of citizens. The format, dynamic and sustainable, may include that the event may somehow be included in the cycle of cultural programming supported by the Region, with reference to the city of Ancona or any other city in the territory”.
Kommentar [E7]: Marche region document 1 page
46
G.3 Possible Funding Sources in the Future URBACT, CSI Europe and JESSICA Initiative
EU regional policy is financed by three main funds, which are used under regional policy objectives: the
European Regional Development Fund, the European Social Fund and the Cohesion Fund. Furthermore, in
2007 four new financial instruments were developed by the European Commission (Directorate General for
Regional Policy) in co-operation with the European Investment Bank group and other financial institutions in
the framework of the 2007-2013 programming period to make cohesion policy more efficient and
sustainable. The programs shall provide technical assistance (Jaspers & Jasmine), improve access of SMEs to
microfinance (Jeremie) and support urban development (Jessica). The Marche region and the city of Ancona
are get financial have been classified for the JESSICA initiative- Joint European Support for Sustainable
Investment in City Areas. JESSICA responds to the need to support sustainable urban development by
addressing a shortage of investment available to support regeneration projects. JESSICA promotes
sustainable urban by supporting projects in, among others, the following areas:
urban infrastructure – including transport, water/waste water, energy
heritage or cultural sites – for tourism or other sustainable uses
creation of new commercial floor space for SMEs, IT and/or R&D sectors
university buildings – medical, biotech and other specialized facilities
Contributions from the European Regional Development Fund (ERDF) are allocated to Urban Development
Funds (UDFs) which invest them in public-private partnerships or other projects included in an integrated
plan for sustainable urban development.
At the end of August 2012, around €1.8bn had been committed to the JESSICA initiative across the European
Union. This covers 55 European regions and the establishment of 41 Urban Development Funds.
A network has been created called CSI Europe which encompasses cities in Urban Development Fund (UDF)
structures to help a more effective embedding of these instruments in future city planning and governance.
The partner cities of the CSI Europe network are besides Ancona:
- The Hague in the Netherlands
- Poznan in Poland
- Porto in Portugal
- Malmö in Sweden
- Leipzig, Germany
- Riga, Latvia
- Sevilla, Spain
- Lille Métropole, France
47
Further:
Is similar project to ours, the Arts and Fisheries Festival which took place in Ancona in 2010 under the
patronage of the European Commission, received 20000€ funds from the national government and
additionally 5000€ from the municipality.
Kommentar [E8]: Here fishery festival 2 pages
48
G.4 Budget Forecast for the next three Business Years (2013-2015)
49
G.5 Cash Flow
50
H. Key Performance Indicators
H.1 Visitors’ Feedback Dear CreACTivity visitor, please take a few minutes to give us some feedback about the event. Your comments are very much appreciated because they help us to improve our event in the future! Please complete the questionnaire and circle the number that correspondents with your level of agreement with each statement. 1 = I strongly agree 2= I agree 3 = I disagree 4= I strongly disagree
1. General Evaluation 1.1 Where do you come from? Country Region City 1.2 How old are you? <12 12-16 16-25 26-30 31-40 41-50 >51 1.3 Do you practice art in your free time? No Yes: I practice:
2. Evaluation of the event 2.1 Where did you learn about the festival? Print Advertising Online Advertising Other Media Friends/ Family Word of Mouth I just learnt about it today. Other: 2.2 Why did you come by? To eat and drink. To listen to the music. To take part in the painting activities. Other: 2.3 CreACTivity offers a unique and innovative leisure time activity. 1 2 3 4 2.4 CreACTivity is a great enrichment to Ancona’s cultural offer. 1 2 3 4 2.5 CreACTivity has increased my interest in art and culture. 1 2 3 4 2.6 CreACTivity has helped me to discover my own creativity. 1 2 3 4 2.7 The activities were well organized. 1 2 3 4 2.8 The participation fee was appropriate. 1 2 3 4
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2.9 I enjoyed the painting activity. 1 2 3 4 2.10 I liked the music. 1 2 3 4 2.11 Would you take again part in the festival? Yes No Maybe
3. Further Questions and Comments 3.1 Are you interested in taking part in other activities of CURA – Center for Urban Regeneration and the Arts? Yes No Maybe 3.2 Would you be willing to work with us as a volunteer in the future? Yes No Maybe 3.3 Please state what you have missed. 3.4 Please indicate further ideas.
Thank you very much for taking part in the survey!
52
H.2 Contingency Plan
RISK SOLUTION
Rain Paint inside, e.g. in an unused venue at the port or in the Pinacoteca
Not enough interest in event Emergency meeting with communication department and board and decide of guerilla marketing on short notice
Major partner, sponsor pulls out
prepare partnership agreement which offers compensation and rely more on a lot of smaller partners
Key member of staff can not perform
Make in beforehand plan for staff replacement in case of illness etc.
Technical problems Technical services will be outsourced, meaning that the technical company will assume this responsibility
Cancellation by the painters/ musicians
Take out cancellation insurance to cover costs of finding a replacement
Fire Have necessary fire equipment, and inform fire brigade in advance of event
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