Ivana Volić CRINSS 2012 Creative Industries Conference, Novi Sad, Serbia Konferencija kreativnih industrija

1. CREATIVE CLUSTERS – NEW CITY SPACES
mr. sci Ivana Volić,
cultural planning specialist
CRINSS ‐ Creative Industries Summer Sessions
11.‐13. July 2012, Novi Sad, Serbia

2. 7/13/2012 2CREATIVE CLUSTERS – NEW CITY SPACES
Cultural vs. Creative tourism
Cultural tourism '80 ‐ '90
‘movements of persons for essentially cultural motivation
such as study tours, performing arts and cultural tours, travel to
festivals and other cultural events, visits to sites and
monuments, travel to study nature, folklore or art, and
pilgrimages.’ (WTO, 1985)
‘The movement of persons
to cultural attractions away
from their normal place of
residence, with the intention
to gather new information
and experiences to satisfy their
cultural needs.’ (Richards,
1996)

3. 7/13/2012 3CREATIVE CLUSTERS – NEW CITY SPACES
Shift from ‘seeing’ to ‘being’
‘creative turn’
built heritage
museums
monuments
beaches
mountains
image
identity
lifestyle
atmosphere
narratives
creativity
media

4. 7/13/2012 4CREATIVE CLUSTERS – NEW CITY SPACES
‘Tourism which offers visitors the opportunity to develop
their creative potential through active participation in courses
and learning experiences which are characteristic of the
holiday destination where they are undertaken.’ (Richards,
Wilson, 2007)

5. 7/13/2012 5CREATIVE CLUSTERS – NEW CITY SPACES
Advantages over ‘traditional’ cultural tourism:
1. Creativity can potentially add value more easily because of its scarcity
2. Creativity allows destinations to innovate new products relatively rapidly
3. Creative resources are generally more sustainable than tangible cultural
products
4. Creativity is generally more
mobile than tangible cultural
products
5. Creativity involves not just
value creation but also the
creation of values

6. 7/13/2012 6CREATIVE CLUSTERS – NEW CITY SPACES
Primary
time focus
Primary
cultural focus
Primary
consumption
focus
Primary
learning
focus
Cultural
tourism
Past and
present
High culture,
popular
culture
Product,
process
Passive
Creative
tourism
Past,
present,
future
Creative
process
Experience,
co‐creation
Active skill
development

7. 7/13/2012 7CREATIVE CLUSTERS – NEW CITY SPACES
Creative clusters
‘a new form of spatial networking of different sectors and activities’
Places of ‘prosumption’

8. 7/13/2012 8CREATIVE CLUSTERS – NEW CITY SPACES
Designed:
‐ intentionally
‐ accidentally
‐ as a result of political and
social ideology

9. 7/13/2012 9CREATIVE CLUSTERS – NEW CITY SPACES
‐ places of vibrant city cultural life
‐ aimed predominantly at members of the local community
‐ help to create city identity

10. 7/13/2012 10CREATIVE CLUSTERS – NEW CITY SPACES
Thank you!