Post on 18-Jan-2023
het PON, kennis in uitvoering Tilburg, september 2011
BrabantStad’s candidacy for European Capital of Culture 2018
Baseline study: the main conclusions
Mrs drs. M. van Bommel (PON)
Mrs drs. K. du Long (PON)
Mrs ir. J. Luijten (PON)
Prof. G.W. Richards (Tilburg University)
Colophon
The PON and Tilburg University were commissioned to conduct this study by Programmabureau 2018Brabant
Authors Marianne van Bommel, Karin du Long, Jolanda Luijten and Greg Richards
Date september 2011
© 2011 The PON, kennis in uitvoering/Tilburg University The copyright for this publication belongs to the PON/Tilburg University. Entire or partial copying of the text is permitted as long as the source is cited. Multiplication and publication in any other form than this report is only permitted after written permission from the PON/Tilburg University. Although this publication has been compiled with the utmost care, the PON/Tilburg University cannot accept liability for any possible errors.
For further information: www.hetpon.nl
Table of Contents
Introduction 5
1 Analysis of the results 7
2 Main conclusions 11 2.1 Citizens and their opinion of the European Capital of Culture 11 2.2 Image of Brabant among non-Brabanders (literature study) 12 2.3 Brabanders, cultural behaviour and the candidacy 12 2.4 Creative entrepreneurs in Brabant on the European Capital of Culture 13 2.5 Network development 14
3 Graphs 15
4 Background information 23 4.1 BrabantStad’s candidacy for European Capital of Culture 23 4.2 Research programme and the baseline measurement 23
Introduction 5
Introduction
This report is a summary of the principal conclusions from a baseline study of the
effects of BrabantStad’s candidacy for the title of European Capital of Culture 2018.
This study is unique because no previous research has been initiated at such an
early stage in the development of a European Capital of Culture.
The baseline study served two objectives:
Gauging the opinions of Brabanders [the inhabitants of the Province of
Brabant], residents in other partsof the Netherlands and entrepreneurs in
Brabant concerning BrabantStad and its candidacy for the European Capital of
Culture 2018.
Analysing (existing or new) networks initiated or inspired by BrabantStad’s
candidacy.
In order to achieve these objectives, the PON and Tilburg University studied the
citizens of Brabant, creative entrepreneurs in Brabant, institutions in Brabant and the
wider Dutch population. To this end, the researchers utilised, among other things,
the Brabantpanel [Brabant Panel] and the stadspanels [city panels] of the B5 cities.
Quantitative and qualitative research on cultural networks in BrabantStad were also
carried out. Finally, secondary sources such as provincial survey Brabantse Cultuur-
participatie [Cultural Participation in Brabant]1 and an image study of Noord-Brabant
were analysed.2
The results of the baseline study revealed that there is widespread support for the
candidacy, both among citizens and among creative entrepreneurs in Brabant. The
Brabanders and the entrepreneurs are enthusiastic about the range of culture the
region offers and are largely positive about the candidacy. The extent of commit-
ment to the candidacy is already relatively high as approximately half the
Brabanders already indicate they intend to participate in the programme. The
candidacy has contributed to the diversity and size of cultural networks, and has
intensified the collaboration between cultural organisations in BrabantStad. The high
level of awareness of the candidacy and the large number of people who intend to
visit events should the title be awarded, indicate that the candidacy is already having
a positive effect. All in all, this provides a solid basis for the candidacy.
1 Bommel, M. van en Edelmann, E. (2011) Brabantse Cultuurparticipatie: monitor 2010. Tilburg, het
PON. 2
Cornelisse, M. en Wester, S. (2010) Het imago van de provincie Noord-Brabant. Naast high-touch
ook high-tech. Quint Result, Amsterdam.
1 Analysis of the results 7
1 Analysis of the results
Because the majority of the Capitals of Culture only start to undertake research once
the title has been awarded, there are few comparable studies of cities in the candi-
dacy phase for European Capital of Culture. However, a number of indications can
be derived from prior research that indicate that BrabantStad European Capital of
Culture has already achieved relatively positive results.
The results of the baseline study reveal that there is widespread support for the
candidacy. Many people appreciate the ambition of the bid and residents, (potential)
visitors (both from within and from outside Brabant) and creative entrepreneurs in
Brabant are generally positive about the candidacy.
The 86% of Brabantpanel members who already knew what the term ‘European
Capital of Culture’ means was much higher than the 53% of Dutch people who knew
what the term meant when asked in 2010 (Raedts and Strijbosch, 2010).
The number of respondents already aware of BrabantStad’s candidacy in 2011 was
even comparable to the percentages found in cities that had already been awarded
the title of European Capital of Culture. In Luxemburg (2007) 60% of inhabitants
were aware the title had been awarded (Luxemburg Greater Region, 2008), this is
comparable to the number of people on the stadspanels in BrabantStad who are
currently aware of this fact approximately 7 years before the Cultural Capital year.
When Liverpool was the European Capital of Culture in 2008, 70% of the local
population knew something about the title and almost 60% of the national population
had heard about it. Research in Gdansk, candidate for European Capital of Culture
in Poland in 2016, revealed that in December 2010 almost three quarters of the
population had heard something about the candidacy. This figure had scarcely
changed since a prior survey conducted in February 2010, which indicates that
support for the candidacy can remain reasonably stable. In total, some 88% of the
population supported the candidacy and almost three quarters of the inhabitants
were convinced that Gdansk would also be awarded the title (although, in the end,
Wrocław won).
The level of commitment to the candidacy among Brabanders is also relatively high.
Approximately half of Brabant residents already indicated that they intend to attend
events and activities that are part of the BrabantStad European Capital of Culture
programme. That is slightly less than in Luxemburg in 2005 (60%), in spite of the
fact that 2018 is still some time away. It is therefore reasonable to expect that, if
BrabantStad were to be awarded the title, the percentage of potential visitors to the
programme would rise even further.
In Wrocław (European Cultural Capital 2016), research by PriceWaterhouse has
indicated that a strong cultural image is particularly important to being awarded the
title. The city had a cultural image score of 111.6 in comparison to an average score
of 100 for other European cities. If the quality of the range of culture on offer is
indeed one of the crucial factors, BrabantStad seems to stand a good chance of
being awarded the title.
8 BrabantStad’s candidacy for European Capital of Culture 2018 - Summary
Approximately 90% of the Brabantpanel members are of the opinion that culture is
important and 84% are also of the opinion that the quality of and range of culture on
offer in Brabant is good.
More than half the members of the Brabantpanel also think that the range of culture
on offer is good enough to be brought to an international audience’s attention. The
challenge is to convince the rest of the Dutch population, as only about 40% of them
think the range of culture on offer in Brabant is of an international standard, of good
quality or diverse. These people usually have an impression of Brabant as a wel-
coming area with a Burgundian lifestyle, rich in nature. They also view the province
much less as an urbanised or industrial area. Brabant’s image as an innovative area
is also much weaker in the rest of the Netherlands in spite of the fact that Brabant is
one of the most innovative regions in Europe. Non-residents are therefore more
cautious about BrabantStad’s chances: less than half of them are of the opinion that
BrabantStad has a chance of being awarded the title of European Capital of Culture.
The image problem is also reflected in the process of attracting talent. A quarter of
the entrepreneurs outside Brabant have considered relocating to Brabant, often for
economic reasons. However, individual employees primarily view Brabant as a nice
place to live more than a region that attracts talent. People who do not live in the
province tend to view it as a suitable destination for a weekend break or a day trip.
To them, picturesque villages are more characteristic of Brabant than the range of
culture on offer. The range of recreational options in Brabant is valued more positi-
vely than its range of culture. This justifies the objective of the European Capital of
Culture in raising the profile of culture in the region.
In spite of the difference of opinion concerning Brabant’s image, cultural life in the
province is vibrant and an increasing number of people are attending cultural events
or visiting cultural institutions. Over 90% of Brabant’s inhabitants attended a cultural
performance or event over the past year in comparison to 84% in 2007. Brabanders
also actively participate in culture and cultural education. This also indicates why the
cultural networks in Brabant are relatively strong. In comparison to other areas, the
population is also relatively satisfied with the range of culture on offer. 84% of the
members of the Brabantpanel are of the opinion that the cultural offer in their region
is of good quality in comparison to 80% of the inhabitants of Utrecht. Even so, not all
Brabant residents view their region as an equal competitor to Utrecht. Whilst almost
60% of people in Utrecht view their city as a strong cultural competitor in comparison
to other cities, only 42% of people in Brabant think that BrabantStad can compete
with Utrecht.
Experiences gained by prior European Capitals of Culture have demonstrated that
support from the business community is becoming increasingly important.
Sponsoring is now a more significant part of the European Capital of Culture budget
and one of the selection criteria for the European Jury is the involvement of the
business community (within and outside the cultural sector) during the bidbook
phase (Palmer and Richards, 2009). Brabant seems to already have a lot of support
from entrepreneurs. 80% of the companies and (social) institutions are of the opinion
that BrabantStad appeals to creative people and companies. In BrabantStad 78% of
the creative entrepreneurs think that the province offers them good conditions for
business development.
1 Analysis of the results 9
Almost three quarters of the creative entrepreneurs in Brabant think that the candi-
dacy is a good idea and 72% wants BrabantStad to be involved in the European
Capital of Culture. Slightly fewer entrepreneurs are aware of the candidacy than
inhabitants of the province, however the former are more familiar with BrabantStad
and are also more positive about the candidacy.
Entrepreneurs think the candidacy is a good idea because it promotes Brabant.
Naturally, they can see how this might benefit them. However, entrepreneurs are
slightly less positive about the range of culture on offer than local residents.
There are a large number of cultural networks in BrabantStad that also connect
organisations from many different sectors. This provides a basis for innovation just
as in other sectors of Brabant’s economy. The number of networks has increased
thanks to the candidacy and the size of existing networks has increased. Networks
involved in the candidacy are also more diverse than other networks. It appears that
the collaboration between organisations in BrabantStad has intensified over the past
year as a result of the candidacy.
There is a high level of agreement on the effects of the European Capital of Culture,
which is primarily viewed as a means of attracting tourists, improving the image of
Brabant(Stad) and reinforcing the range of culture on offer. The emphasis on the
economic effects is perhaps partially due to the current economic climate, which has
led to more negative responses to the expenditure for the European Capital of
Culture bid.
If we look at the overall results we can state that BrabantStad currently has a relati-
vely positive position and that the candidacy offers many opportunities.
1 Quality
The quality of the range of culture on offer in Brabant is high. The citizens of Brabant
and its creative entrepreneurs are very positive about this; non-Brabanders are
somewhat less positive. They prove to be not so much dissatisfied with the range on
offer, as they are unfamiliar with it.
2 Development
Many Brabanders participate in cultural activities and their participation in the
amateur arts is already high; the trick is to keep it this way. Brabant has strong
cultural networks that are good at finding each other. The creative entrepreneurs are
positive about the candidacy for European Capital of Culture and the conditions for
business development in Brabant.
3 Appeal
Brabant’s cultural image is much stronger among residents than it is among the rest
of the Dutch population. BrabantStad does not have a strong cultural image outside
Brabant, where it is perceived as an appealing holiday destination and a pleasant
place to live more than an area with a rich cultural life.
10 BrabantStad’s candidacy for European Capital of Culture 2018 - Summary
4 Social behaviour
Brabanders love their province, the majority view themselves as ‘true Brabanders’.
Furthermore, Brabant is home to a plethora of cultural networks, associations and
volunteers. 8% of its inhabitants volunteer in the cultural sector as opposed to 5% of
the Dutch population. Brabant is unique in this respect and this is entirely in line with
the motto of the programme: the Art of Living Together.
5 Networks
The cultural networks in Brabant are strong, yet still primarily inward looking.
BrabantStad European Capital of Culture constitutes a major opportunity to give
Brabant’s cultural networks a stronger international dimension. The candidacy has
contributed to a reinforcement of the diversity and the size of the networks.
International connections should also become a priority in the near future.
Finally
The high level of awareness of the candidacy and the high level of intention to visit
European Capital of Culture-related events indicate that the bid has already had a
positive effect. Brabant already has a high quality cultural offer, has a high level of
cultural participation and strong cultural networks. The Brabanders and entrepre-
neurs are enthusiastic about the cultural life of the region. This provides a solid basis
for the candidacy, but there is still a lot of work to be done in strengthening the
image of Brabant elsewhere. The rest of the Dutch population is much less aware of
the candidacy, the range of culture on offer and the industrial and innovative side of
Brabant.
2 Main conclusions 11
2 Main conclusions
This chapter presents the principal conclusions by research theme.
2.1 Citizens and their opinion of the European Capital of Culture
Over 80% of Brabantpanel members think they know what the term European
Capital of Culture entails. They indicated that a European Capital of Culture can
stimulate cultural development and that it can promote a region or city in
Europe.
Slightly more than half (53%) of the Brabantpanel members are aware of
BrabantStad’s candidacy and 60% of the members of the stadspanels were
aware of this. 1 in 10 of the rest of the Dutch population are aware of the
candidacy.
Slightly less than half (47%) the members of the Brabantpanel and also 47% of
the members of the stadspanels think the bid is a good idea. 41% of non-
Brabanders also think it is a good idea. 23% of Brabantpanel members do not
think it is a good idea, whereby highly-educated Brabanders were more likely to
indicate that they did not think it was a good idea than those with lower levels of
education. Of all the stadspanel members, one fifth think it is not a good idea
and of all the non-Brabanders some 35% think the candidacy is not a good
idea.
Most people read about BrabantStad’s candidacy in the newspaper.
Proponents primarily view the title European Capital of Culture as an opportu-
nity to promote the region and Brabant as a whole both nationally and inter-
nationally, and as a chance to attract tourists.
Opponents primarily indicate that the candidacy is expensive and that it is
inappropriate to make such an investment during an economic crisis.
Approximately half the Brabantpanel members (49%) and half the stadspanel
members (53%) indicated that they would visit activities organised by Brabant-
Stad European Capital of Culture.
45% of the Dutch population think that BrabantStad stands a good chance of
being awarded the title. They view Brabant as an appealing tourist destination
with a pleasant image and a good cultural offer.
Over one third of the Brabanders have heard of BrabantStad. Among non-
inhabitants familiarity with the term is (logically) a lot lower, namely 13%.
Only 9% of Brabant’s inhabitants know which five cities BrabantStad consists
of. A quarter know that the province is also part of BrabantStad.
According to 59% of the Brabantpanel members, BrabantStad should primarily
focus on preserving the open green spaces between the cities, 54% indicate it
should primarily focus on good public transport between the cities and 43%
consider liveability and safety an important point of attention for BrabantStad.
12 BrabantStad’s candidacy for European Capital of Culture 2018 - Summary
90% of the Brabanders visited one of the five cities (other than their home
town) which constitute BrabantStad in their spare time over the past year.
Eindhoven and ‘s-Hertogenbosch were the BrabantStad cities that were visited
most often.
43% of the non-Brabanders visited one of the BrabantStad cities over the past
year.’s-Hertogenbosch, Eindhoven and Breda are particularly popular destina-
tions.
Well over three quarters (77%) of the members of the stadspanels consider
themselves a Brabander [a proud inhabitant of the province of Brabant].
2.2 Image of Brabant among non-Brabanders (literature study)
The spontaneous associations people come up with for ‘Brabant’ are congenial-
lity and good times, welcoming, Burgundian lifestyle, beautiful nature and carni-
val.
Prompted image elements most frequently seen as suiting Brabant were wel-
coming, Burgundian lifestyle, rich in nature and peace & quiet. People think the
terms urbanised and industrial are less appropriate for the Province of Noord-
Brabant.
Two thirds of people who do not live in the province who have an opinion about
the cultural offer in Brabant are positive about the latter (festivals, museums,
theatre, concerts and musical performances). A large proportion of the non-
Brabanders have no opinion.
Almost 1 in 3 non-Brabanders are of the opinion that the range of culture on
offer in the province distinguishes itself positively in comparison to that in other
provinces.
1 in 3 non-Brabanders are of the opinion that the recreational options available
in Brabant distinguish themselves positively in comparison to those in other
provinces.
Almost half the non-Brabanders think the campsites and holiday parks are old
fashioned and more than half think the range of accommodation is pretty
standard.
The Brabanders are more positive about the range of culture and recreation on
offer in Noord-Brabant than the people who do not live there.
2.3 Brabanders, cultural behaviour and the candidacy
Over the past year, almost all Brabanders (94%) have attended at least one
cultural activity.
Brabanders go to cinemas, village fetes, folkloric and historic shooting associa-
tion events and festivals (music, theatre, film, poetry) more than the rest of the
Dutch population.
8% of Brabanders aged 15 and over volunteer at a cultural institution such as
museums, theatres, art house cinemas or festivals. On average this group
spends 9 hours a month doing so.
2 Main conclusions 13
Well over 80% of the visits by Brabanders to cultural activities in the Nether-
lands are conducted inside their own province. If people venture outside
Brabant then they primarily go to museums, historic buildings and historic
villages/cities.
Brabanders engage most often in activites such as playing music, drawing and
singing. People who attend lectures on local or regional history and folklore,
attend pop, classical and world music concerts, and go to musicals are most
likely to think the candidacy is a good idea. People who go to art house cine-
mas are also particularly positive.
Brabanders who are members of a folkloric-historical society think the candi-
dacy is a good idea more often than Brabanders who are not members of such
an organisation.
Brabanders who typify cultural life in Brabant as innovative and progressive are
positive about the candidacy more often than people who do not.
Brabanders who think attending cultural activities is important think it is a good
idea for BrabantStad to become European Capital of Culture in 2018 more
often than others.
The Brabanders who think art and culture should receive less subsidies are
more negative about the candidacy.
2.4 Creative entrepreneurs in Brabant on the European Capital of Culture
Almost three quarters (73%) of the creative entrepreneurs in Brabant think
BrabantStad’s candidacy is a good idea. 11% think the opposite.
For many, Brabant’s promotion is the reason for their support of the candidacy.
Reinforcing the range of culture on offer, improving BrabantStad’s international
image and ensuring more people attend cultural activities are the positive
effects of BrabantStad becoming European Capital of Culture in 2018 that
people mention the most.
76% of creative entrepreneurs want to be involved if BrabantStad becomes the
European Capital of Culture. Well over a third wish to provide services that they
will be paid for, almost 40% wish to be involved as a maker of art or culture and
11% wish to provide their services as a volunteer.
Slightly less than half the creative entrepreneurs (49%) were unaware that
BrabantStad had announced its candidacy for European Capital of Culture
before this study was conducted. 51% did know and they primarily became
aware of this fact thanks to newspapers, work or the internet.
Two thirds of the creative entrepreneurs do not know which cities are compe-
ting against BrabantStad for the title.
An ample majority of the creative entrepreneurs is positive about the conditions
for business development (78%) and the economic climate (76%) in Brabant.
59% are (very) satisfied with the innovation climate.
Two thirds of the creative entrepreneurs have paid attention to innovation over
the past 2 years. This primarily concerned marketing new products or services.
14 BrabantStad’s candidacy for European Capital of Culture 2018 - Summary
Most creative entrepreneurs are positive about the quality and variety of the
range of culture on offer in Brabant. Opinions are divided concerning whether
or not the cultural offer is good enough to promote internationally. A slight
majority thinks so; a third think this is not the case.
2.5 Network development
Cultural organisations in BrabantStad are involved in many different cultural
networks, on average slightly less than eight networks per organisation.
Over 50% of the cultural networks have over ten participating organisations.
The networks comprise organisations from many different sectors; on average
more than four sectors per network.
The networks are primarily located in BrabantStad (or one of its constituent
cities), but there is also a great deal of cooperation at a national and interna-
tional level.
Over half the cultural networks are involved in BrabantStad’s candidacy for
European Capital of Culture. New networks have also developed as a result of
this candidacy. Approximately 57% of the organisations are involved in
BrabantStad European Capital of Culture projects and in almost a quarter of
these cases the network developed because of the candidacy.
The candidacy also stimulated the development of new networks and caused
the growth of many existing networks. New networks primarily developed in the
sectors education, media and heritage.
Networks involved in the candidacy comprise more different sectors than other
networks. In other words, the candidacy has stimulated cross-sectoral coope-
ration.
The level of cooperation seen in 2011 also seems to be higher than in the
autumn of 2010. At the time, the qualitative case studies observed that there
was little cooperation with regard to BrabantStad. Institutions usually coope-
rated on an ad hoc basis, often in their own city and/or sector. At that time,
BrabantStad European Capital of Culture 2018 still had little influence on the
networks in BrabantStad.
3 Graphs 15
3 Graphs
Graph 1 Aware of BrabantStad’s candidacy (%)
Graph 2 Do you think BrabantStad’s candidacy is a good idea? (%)
12
51
53
60
88
49
47
40
0% 20% 40% 60% 80% 100%
Non-Brabanders
Creative Entrepreneurs
Brabantpanel
Stadspanels
Aware Not Aware
59
53
45
43
40
41
47
73
20
16
23
22
22
3
23
11
12
18
19
25
30
35
23
10
10
13
13
10
9
21
8
7
0% 20% 40% 60% 80% 100%
s-Hertogenbosch
Breda
Helmond
Eindhoven
Tilburg
Non-Brabanders
Brabantpanel
Creative Entrepeneurs
I think it is a good idea I don't care
Ik think it is not a good idea I have no opinion
16 BrabantStad’s candidacy for European Capital of Culture 2018 - Summary
Graph 3 Do you wish to be involved in BrabantStad’s candidacy? (%)
Graph 4 How do the citizens of Brabant wish to be involved?
40
37
38
41
28
42
24
60
63
62
59
72
58
76
0 10 20 30 40 50 60 70 80
Eindhoven
Tilburg
Helmond
Breda
’s-Hertogenbosch
Brabantpanel
Creative Entrepeneurs
Yes
No
1
2
4
12
49
2
1
6
11
53
0 10 20 30 40 50 60
In another way
Already involved
Maker of art and culture
Volunteer
Visitor
Stadspanels Brabantpanel
3 Graphs 17
Graph 5 How do creative entrepreneurs in Brabant wish to be involved?
Graph 6 If you do not live in Brabant, will you visit it if BrabantStad is awarded the title? (%)
41
39
11
10
7
2
0 5 10 15 20 25 30 35 40 45
As a maker of art and culture
By providing services I will be paid forn
By providing services as a volunteer
In another way
I am already involved
By providing sponsoring/a financial contribution
6
22
29
6
31 Definitely not
Probably not
Probably
Definitely
I am not certain (yet)
18 BrabantStad’s candidacy for European Capital of Culture 2018 - Summary
Graph 7 Are you familiar with BrabantStad? (%)
Graph 8 Which things should BrabantStad focus on in your opinion? (%)
13
50
37
38
87
50
63
62
0% 20% 40% 60% 80% 100%
Non-Brabanders
Creative entrepreneurs
brabantpanel
stadspanels
Yes No
59
54
43
41
21
18
15
15
9
5
49
43
22
43
27
46
14
10
3
5
0 10 20 30 40 50 60 70
Preservation of green open spaces between the cities
Good public transport between the cities
Liveability and safety in neighbourhoods
Knowledge economy
Cooperation with other city networks in Europe
Candidacy European Capital of Culture 2018
Air quality
Combat traffic jams
New facilities for top and amateur sports
Combat the credit crisis
Creative Entrepeneurs Brabantpanel
3 Graphs 19
Graph 9 Opinion on the range of culture on offer in Brabant (%)
36
74
46
84
49
85
37
43
42
54
10
17
4
7
3
8
9
21
6
27
54
9
50
9
48
7
55
36
52
19
0% 20% 40% 60% 80% 100%
Non-Brabanders
Brabanders
Non-Brabanders
Brabanders
Non-Brabanders
Brabanders
Non-Brabanders
Brabanders
Non-Brabanders
Brabanders
fits
my n
eeds
Is o
f good q
ualit
y
Is v
aried
Can c
om
pete
with
the r
ange o
f culture
o
n o
ffe
r in
Utr
ech
t
Is g
ood e
nough t
o
pro
mote
in
tern
ationally
The range of culture on offer in Noord-Brabant...
Agree (a lot) Disagree (a lot) Don’t know
20 BrabantStad’s candidacy for European Capital of Culture 2018 - Summary
Graph 10 Do you participate in a network that developed as a result of the candidacy? (% cultural organisations from Brabant)
Graph 11 Participation in a network that developed as a result of the candidacy per sector (% cultural organizations from Brabant)
57%
43% Yes
No
70
66
64
59
58
57
54
54
50
50
47
43
25
0 10 20 30 40 50 60 70 80
Government bodies
Other businesses
Cultural education
Theatre, dance, music
Educational institutions
Tourist-recreational sector
Heritage (museums, monuments, archives and archeology)
Amateur art
Media
The visual arts, film and literature
Creative industry (design, architecture, e-culture)
Other
Libraries
3 Graphs 21
Graph 12 Has participation in a network as a result of the candidacy led to a new product/project? (%)
Graph 13 Location of network partners (%)
72%
15%
13%
Yes
No, not yet
7
24
39
28
36
34
54
0 10 20 30 40 50 60
Outside Europe
Elsewhere in Europe
In the Netherlands
In another part of Brabant
In another part of BrabantStad
In the immediate surroundings of the own city/town
In the own city/town
4 Background information 23
4 Background information
4.1 BrabantStad’s candidacy for European Capital of Culture
Led by the city of ’s-Hertogenbosch BrabantStad has announced its candidacy for
the title of European Capital of Culture 2018. BrabantStad (Breda, Eindhoven,
Helmond, 's-Hertogenbosch, Tilburg and the Province of Noord-Brabant) was
created in 2001 and, as a network, it looks after the region’s interests. BrabantStad’s
candidacy as European Capital of Culture constitutes an investment in Brabant’s
cultural profile and cultural offer. To this end, a cultural programme is being set up
that contributes to (inter)national visibility and the way culture is experienced in the
region. BrabantStad has adopted the motto ‘De Kunst van het samenleven’ [The Art
of Living Together] which refers to the manner in which Brabanders have worked,
lived, celebrated and enjoyed life together for centuries.
The candidacy (and the possible award of the title) will provide a strong stimulus to
BrabantStad in a sustainable, long-term manner and will contribute to:
The integral development of the cultural infrastructure in close relation to other
policy fields such as education, science, technology, spatial planning, the
economy and social affairs.
Reinforcing the international appeal and visibility of the region.
The stimulation of a high-quality, modern and dynamic environment in which to
live, work, study and visit.
Good conditions for development for different local stakeholders (inhabitants,
companies, students) and visitors.
The candidacy not only provides the opportunity to reinforce BrabantStad culturally,
but can also support the networks and collaborations that are indispensible to
creating a new metropolis.
Other European Capitals of Culture’s experiences have shown that the title can
contribute to the economic, social and cultural development of a region. In order to
measure the effects of the (candidacy for) European Capital of Culture in Brabant, a
research programme was started in 2011 and this baseline study was conducted.
4.2 Research programme and the baseline measurement
The organising body 2018Brabant that is developing BrabantStad’s bid, approached
the PON and Tilburg University (Department of Leisure Studies) among others to co-
conceptualise a multi-year research programme surrounding the (candidacy for)
European Capital of Culture. This programme has been developed in close coope-
ration with the research departments of the five cities involved in the bid.
24 BrabantStad’s candidacy for European Capital of Culture 2018 - Summary
The research programme will not only study the end results, but will focus on the
process of developing the programme as a whole. The baseline study makes an
important contribution to assessing the development of a range of processes during
the candidacy and beyond
The content of the multi-year research programme constitutes the basis for this
baseline study. The approach BrabantStad has chosen (to work on the candidacy
together with the 5 cities) means multiple parties have entered into an administrative
and/or closer cooperation with one another. This means monitoring BrabantStad
European Capital of Culture is not a classic evaluation study (whereby it is solely the
end result that is measured), but it focuses on measuring the entire process.
The basis for the design of the multi-year research programme is Sacco and Blessi’s
model for a system-wide cultural district3. Sacco and Blessi applied this to the eva-
luation of European Capital of Culture Genua and Lille in 2004. The model primarily
examines the effects of the use of culture on an area and society as a whole:
‘The cultural district model (should be) focussed upon the activation effects of
culture in creating a local knowledge-friendly 'atmosphere', an economic and social
environment in which easy and continued access to cultural opportunities fosters a
widespread social orientation toward innovative thinking, far-reaching visions of
human development and social cooperation'.
Sacco and Blessi distinguish a number of characteristics for a system-wide cultural
district. These characteristics refer back to five main themes: quality, development,
appeal, social behaviour and network development. These have also been used as
the basis for the baseline measurement.
The research model is described in more detail in the full final report for the baseline
measurement”4 which also records the results per sub-study. This is the summary of
that report.
3 Sacco, P. and Tavano Blessi, G. (2007). European cultural capitals and local development strategies:
comparing the Genoa 2004 and Lille 2004 cases. Homo Oeconomicus, 24, pp.111-141. 4
Bommel, M. van, Long, du K., Luijten, J. en Richards, G. (2011) De kandidaatstelling van Brabant-
Stad voor culturele hoofdstad van Europa 2018. Nulmeting. Het PON & UvT, Tilburg. ISBN: 978-90-
5049-510-3.