1. 1

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Creative Industry (CI) in a
small Dutch Market Town
Kortrijk Presentation

3. MainGreenportMainGreenport

4. GermanTourismGermanTourism

5. 5
All very nice, but...
Venlo is small <100K

6. Venlo-100KMarketTownVenlo-100KMarketTown
Metropolisation

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CreadrainCreadrain

8. IllegalCoffeeshopsIllegalCoffeeshops

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ProblemsProblems

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HugeProblemsHugeProblems

11. ProjectHektorProjectHektor

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Creative Development
- City, Biz & People

13. RejuvenatingRejuvenating

14. GlobalisationGlobalisationNewJobsNewJobs

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NewWorldNewWorld

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How, in a small city?

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Carrot (Worst, Wurst)

18. ““CarrotandStick”ApproachCarrotandStick”Approach

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Buildings/BreedingGroundsBuildings/BreedingGrounds

20. Workshops&CooperationWorkshops&Cooperation

21. Buildings/BreedingGroundsBuildings/BreedingGrounds

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Works only partly!
Re: Metropolisation

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THEME
Cradle to Cradle
(Hypersustainability)

24. CradletoCradleCradletoCradle

25. RemakingthewaywemakethingsRemakingthewaywemakethings

26. CradletoCradleCradletoCradle

27. Hypee?LandedwellintheRegionHypee?LandedwellintheRegion

28. Startedworkingon“C2C”Startedworkingon“C2C”

29. NewMaterials,NewIdeasNewMaterials,NewIdeas

30. Flobank for
Floriade

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Results, Advice and
Conclusions

32. ZeroCI/Drugs/RundownZeroCI/Drugs/Rundown
Pre2005Pre2005
0

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Year2006Year2006

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Year2009Year2009

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QreamteamQreamteam

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Results
• 3 years
• It can work for smaller towns: Venlo
rejuvenated, Q4 area lives again
• 30 companies to date. More talent stays, very
positive effect on social fabric of the city.
(Creatives are “Linchpins” in society)
• More “biz”, more “buzz”
• Image++

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Advice

38. PositioningPositioning

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Advice (1)
• Attracting “CI” very hard for “small” communities
• Position & Focus!
• You must make a “Killer Cocktail”: Economy, Carrott,
Technology and Theme
• Gordon Torr: Aphrodisiac for CI
• Ban creativity killers (Gordon)
• Reach out and Recruit actively: target people who left
region first, easiest to pull “back”
• “Pamper” the collective -> Qreamteam

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Advice (2)
• Involve all: Chamber of Commerce, Council, Education,
Commerce, Ambassadors
• Create Ecosystem, involve local biz. (ERIBA)
• People, People, People: lunches, parties, cooperation,
meeting points, time, attention
• People <-> Quality
• Best is bottom up
• Think, be creative, be David against Goliath
• Be opportunistic, ride the wave! (“C2C”)
• Sceptic if it works in towns <100K, Medieval Florence
(60K, Torr)

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marcel@koekoek.de

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I am in Berlin
PERSONAL
Joost Backus
NotTheFly, Mobile Entertainment, Games
Koekoek BV
On Sabbatica in Berlin
Write, Lecture, Present and sell Products
Contact: joost@koekoek.de