Preview: CultureInvest Congress 2014

From October 30th to 31st this year's Culture Invest Congress will take place at the Tagesspiegel in Berlin. This meeting place for European stakeholders from culture, business, politics and media broaches the issue of artsmanagement in nine panels. Over 100 international speakers will hold lectures  about current trends, development and interaction opportunities.

As CultureInvest has developed itself as an important summit for culture service providers and investors in the German-speaking countries, the focus in 2014 is on an European knowledge pooling. The partner country France presents itself with a large number of French speakers and examples from all over the cultural sector. The cultural brands awards also demonstrate international best practice examples.

The program addresses all types of cultural institutions and artists as well as commercial enterprises of various kinds. With its nine topics the spectrum of content ranges from cultural policy and marketing to the financing and management of arts and culture. Culture Invest covers far more aspects of cultural management from than the majority of events in Germany. This range allows a panoramic view of the current developments of cultural management and a variety of networking opportunities.

  • Panel A is dedicated to the field of cultural policy. Legal and social frameworks are the basis for the interaction and cooperation of culture, business and society in the co-creation of cultural life. Varying social structures present new challenges for cultural policy in Europe. In reference to this, the focus of the panel will be on the framework of public and private, national and international advancement as well as the changing targets and perspectives of culture.
  • Cultural management with its national and international issues is represented in panel B. Cultural operations in Europe are facing many challenges that demand new access points at all levels of society. Extending cultural activities beyond national borders is far up the agenda. They require innovative organisational strategies that must be maintained according to a European standard. Thus in the panel the competition to the entertainment market and new challenges for audience development and financing of the cultural businesses are discussed.
  • In panel C the potential of cultural tourism for the diverging interests of the cultural sector and the industry alike is themed. It is closely associated with cultural heritage and regional identity and attractiveness. Of great importance for this topic are new advertising and communication strategies, that are presented in this panel.
  • Panel D is dedicated to culture marketing, which is a unique selling point and a basis for the communication with the national and international audicence and potential investors. To become brands, cultural institutions had to face major changes in the last years. Viability in the complex environment of cultural institutions in Europe is only possible for brands which show quality by integrating Europe’s diversity in new ways of target communication.
  • In panel E, the diversity of private, public and new concepts of the financing of culture will be addressed. Fundraising, PPP-projects and marketing bodies, promotion programmes of foundations and state provisions have become well-established financing models over the past few years. The focus is on the challenge to identify successful and innovative models for use and implement in cultural institutions.
  • Cultural sponsorship as a special form of fundraising and an important pillar of the realisation of projects is subject in panel F. It will be discussed how cultural institutions can demonstrate the social responsibility of companies and the value of their support for themselves. Working together on a content level offers a valuable exchange of experience for sponsor and sponsored alike. At the same time, the panel will address the need for economic investment in culture.
  • Cultural properties as "brand architecture" and significant part of the corporate identity and visibility of cultural enterprises and a method of urban development are the topic of panel G. Projects as the repurposing of old buildings and the revival of idle industrial space by cultural institutions can present a positive image and cause an economic effect. Their care and use concepts require new ideas and expertise that the cultural sector cannot provide alone.
  1. In Panel H, Kulturmanagement and Artsmanagement Network will again present the topic of employees in cultural institutions. As a human resource for innovation and the viability of the culture industry they are of huge importance to overcome new challenges as the demographic change, increased competition or intense cost pressures. The focus on international audiences must be reflected here as well as investments in staff development and positioning on the employer market for long-term success of cultural organisations in the future.
  • Due to the great interest in the last year, with panel I there will be a special focus on social media marketing and new international forms of communication with visitors, sponsors or partners. The digital universe can be used to increase the level of awareness of individual brands within new target markets. The advantages are obvious: complex marketing strategies on a global basis for relatively little cost. Social media are also used, for example, in the context of sponsorship, fundraising or by acquiring new cooperation partners.

The range of topics at Culture Invest addresses broader issues such as cost-effectiveness, sustainability, tolerance and participation. They are fundamental to the sustainability of arts organizations between legitimation pressure and financial problems. The cooperation with policy, the economy and the media can help to develop solutions to these problems. Due to the variety and timeliness of the program, Culture Invest shows a variety of representative examples that allow each cultural stakeholder to find individual and innovative ideas for his own business.

More information and the full program can be found at: 

For questions about "Culture Invest 2014" please contact:

Causales Gesellschaft für Kulturmarketing und Kultursponsoring mbH
Bötzowstraße 25
10407 Berlin
Telefon: +49 (0) 30 – 53 214 391
Fax: + 49 (0) 30 – 53 215 337

Management Topic: Financing & Sponsorship
Cultural Area: General
Submitted by editor-in-chief on Sep 02, 2014