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European Year of Cultural Heritage 2018
The fruit of decades of lobbying by the cultural heritage sector
May 30, 2017
Rodolphe de Looz-Corswarem
Executive President of the European Historic Houses Association
Voice of 50.000 privately-owned historic houses and gardens across Europe since 1985
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24 national associations
2 observer countries
Member of
European Heritage Alliance 3.3
Our Association
Our interests cover numerous key sectors
Cultural tourism
Employment
Renovation
Health
Environment
History
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Castle of Vaux-le-Vicomte, France
Our core business : Cultural heritage in Europe
ContextPoliticians vs Entrepeneurs
• Very different animals from different planets
• In general, the art of government consists of taking as muchmoney as possible from one party of the citizens to give theother, Voltaire
Politicians
Capital is (re)election : short term
Few have a business experience
Decide the law
Short term
Entrepreneurs
Capital at risk : medium-long term
Few have a political experience
Have to comply to the law
Long terme
Thinking outside of the box
• Thinking outside of the box in every field
– Partnerships to develop
– Engaging people
– Actions to lead
– Issues to push forward
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Example: gardens & biodiversity
Our goals
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• To be heard, understood, supported and to be credible to EU lawmakers
• To attract support of new audiences (EU civil servants, politicians & citizens)
How can we achieve this ?
• Sucessfull advocacy campaigns1. Using reliable facts & figures (e.g. impact assessments)2. Developing inclusive & innovative partnerships3. Engaging the public, media & involving the young
generation
Case study
Advocacy campaign for the 2018 European Year of Cultural Heritage
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1. Reliable facts & figures
• Credibility relies on relevant figures
• Impact assessments
• Studies & reports
Cultural Heritage
Counts for Europe
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Impact of cultural heritage
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Historic houses
gardens and parks
Economic
€ 335 billion in 2010 for the European tourism sector
9.8 million jobs indirectly created
Social, Local development Partnerships with local communitiesEnhance local economy
Environment, sustainable development
Cultural landscapes
Biodiversity
Energy efficiency 10
Impact of cultural heritage
1. Reliable facts & figures
• Tibor Navracsics, EU Commissioner for Education, Culture,Youth and Sport: “The Year will help bring the richness of ourEuropean cultural heritage to the fore, highlighting its manysocial and economic benefits.”
• Studies & communication from the institutions:– Towards an integrated approach to cultural heritage for Europe
(2014)
– Cultural heritage counts for Europe (2015)
– Rome Declaration (2017)
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2. Inclusive & innovative partnerships
• Key to a successful lobbying campaign: Working together!
• Traditional allies – cultural heritage organizations
Alliance 3.3, Europa Nostra
• Developing new partnerships
ELO, UIPI, Natura 2000 etc.
Other DGs (Research, Environment etc.)
Partnerships & synergies enable to expand the scope of action
and maximize impact
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2. Inclusive & innovative partnerships
• Coordinated action
Alliance 3.3 & Europa Nostra
• To encourage…..
Countries of the EU Council (Germany): supported the Year in 2015.
• …..Influencing
European Commission: proposed the Year in 2016. 13
3. Engaging the public
• Successful lobbying campaign needs public & media support
• Awareness-raising activities
Make people realize how important cultural heritage is in their day-to-day life
• Communication campaigns
#EuropeForCulture
Public support is essential to be on the political agenda
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Importance of public opinion
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3. Engaging the public
• Implementing a thorough communication campaign
#Heritage4Europe #Europe4heritage
#EuropeForCulture
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3. Involving the young generation
The Next Generation Group
Founded in 2013
Future owners and managers of historic houses
SME runners: sharing innovative business models
Education
Securing the future of historic
houses
Help our history to cross centuries
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Conclusion
• Keys to a successful lobbying campaign
– Using concrete facts & figures provided by studies and impact assessments
– Developing new partnerships
– Working together with traditional allies
– Carrying out efficient communication campaign trough awareness-raising actions
– Engaging with the public and relevant stakeholders
– Involving the young generation
– Thinking outside of the box
– Having a plan B 18
Success!
2018 European Year of Cultural Heritage
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Protection
Value
Engagement
Innovation
• Cherishing heritage: developing quality standards for interventions in
the historic environment and at heritage sites
• Heritage at risk: fighting against illicit trade in cultural goods and
managing risks at heritage sites
•Shared heritage: bringing Europe's cultural heritage, history and shared values closer to people
•Heritage at school: discovering Europe's treasures at an early age
•Youth for heritage: engaging the younger generation
• New uses for heritage: re-imagining industrial, religious or military sites
• Tourism and heritage: promoting sustainable cultural tourism
• Heritage-related skills: enhancing education and training for the traditional and new professions
• Heritage for all: fostercing participation and social innovation
• Science for heritage: using research, innovation, science and technology for a better conservation and presentation of heritage
Success!
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EU Funding
EUR 8 million dedicated budget
2017: EUR 1 million
2018: EUR 7 million
Out of this: 5 million for projects
Creative Europe
10 flagship initiatives
National level
Dedicated budgets – dependingon Member States
Next steps
• Stay focused!
• The approval of the Year is only a first step
• European Historic Houses Association– Stakeholders group for 2018 EYCH
– Planning events & actions
– Preparing for after 2018:
long term strategy
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Thank you for your attention !