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Big Picture Thinking for Creative Communities

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Big Picture Thinking for Creative Communities
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Making the growth and visibility of a city's creative community – including filmmakers, engineers, artists, and startup founders – a key part of its economic development strategy has many benefits, and also presents unique challenges for long-term growth and sustainability.
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so it is without a
the you and good afternoon thank you so much and thank you to the organizers of Republika particularly Andreas part and
Sundrum in minutes of for inviting me to take part in this incredible that Berlin is such an amazing place to discuss media technology and creativity government isn't always associated with creativity in fact many might suggest that you are often in opposition but my experience has been very different for 12 years
I I served as the commissioner of the Mayor's Office of media and entertainment in New York City and it was my great privilege and pleasure to find ways for government to serve and support the
creative industries in New York City to listen to the needs of the community and to use the platform of city government to empower this community for the greater good of the city in partnership with companies schools and local nonprofits we really tried to launch a different approach to government another thing government isn't usually associated with is a smart savvy authentic marketing campaign and while the case study of made in New York that I will be presenting to you today is by no means a new idea the brand and the programs that represented really struck a chord with the community and resonated during a time of deep transformation and ultimately opportunity opportunity for the City of New York it's been over a year since I transition to my new role out of government and that Bloomberg associates in that time it has been amazing to see the challenges that faced in New York are shared by cities around the world for 12 years I was tasked with how to better serve the City of New
York through media and technology how to attract and retain businesses and better serve New Yorkers and the millions who flocked to our city each year to experience the city they had come to know and love on film and TV and along the way we learned a lot about the importance of raising awareness fostering a community identity and developing new platforms to tell these incredible stories when Mayor Bloomberg's administration came to an end to at in December of 2013 I joined 7 other leaders from the Bloomberg administration
to create Bloomberg associates it's a new type of non-profit consultancy that's rooted in municipal experience an innovative approach to tackling the challenges facing global cities today are team works across 8 disciplines with the mission to help cities improve the quality of life of the citizens we partner with may years and their senior staff at no cost in cities like London Mexico City Rio day Janeiro and Kansas City I leave the media and technology team where we focus on media and text ability to promote and enable public communications and inform economic development strategies other disciplines in our group include arts and culture marketing and tourism municipal integrity social services sustainability urban planning and transportation where headquartered in New York City but pay frequent visits to our global city clients working closely with their mayors and the senior staff and local partner organizations in my experience in these diverse cities have come to see how universal some of the challenges and opportunities we faced in New York City under Mayor Bloomberg truly art the made in New York story embodies a lot of the themes unseen in other cities as they look to foster the development of their creative communities to create and sustain jobs and generate hometown pride
so let's take a look at New York City's example and see what we can draw from that experience New-York City has a phenomenal creativity or creative community of artists and makers
FIL making began in New York city over a
hundred years ago and then moved to sunny Los
Angeles but it was in the 19 fifties and some back-to-back Oscar-winning films
like On the Waterfront West Side Story Twelve Angry Men the filmmakers were
inspired to venture out of Hollywood
and shoot in Gotham however the film industry is cyclical an attractive
tax credits for accredits along a
lot of productions away and out of of the costs of the aftermath of 9
11 there was real concern that many businesses including the entertainment
business would leave New York City and in
2002 when I stepped into my role as New York City's film Commissioner there
was really a little film and television production work to oversee for the city
the media business held great potential and I
could see the opportunity the film and TV industry not only had the power to stimulate
the economy by employing a significant
number of people but it also offered marketing opportunities for New York City at a
time when the city needed positive attention on taking office mayor
bloomberg charge city agencies to
reposition their services to embrace and economic impact strategy the law
businesses back to New York and are charge was to diversify the city's economy to
really promoted strengths including the
creative sector change perceptions that New York City was too expensive and too
difficult to do business and and to end
runaway production as other states and countries were Loring filmmakers away with
tax incentives so where did we
began well we began with customer service on that we got to know our
customers and more importantly their needs why weren't they shooting in New York City what can we do to lower the back we sought to identify key stakeholders in the community production crews studios networks independent filmmakers and academic institutions by conducting a listening to or we were able to identify their needs and to build their trust on by speeding up the permitting process moving it online processing permits in minutes rather than just days on we engage with local
businesses from Flores to dry cleaners to lumber yards to show them how they could benefit from increased film production with the vendor discount card program we also looked at free marketing credits offering outdoor media to productions we looked at with the city had the ability to offer and found there was inventory all over the city on bus shelters and subway cars where we can provide productions with free marketing assets this was particularly impactful for the local small independent films that would otherwise be able to afford advertising in the city but to unify the industry in the community and to further celebrate their craft we
created a marketing campaign that really tapped into local pride and so logo was developed in order to serve as a city seal of approval suggests the high quality of the local media workforce and signify local pride city pride as I mentioned earlier governments are normally known for their savvy marketing and branding and we knew the industry were we were aiming to promote was best positioned to help us figure out exactly how to tell a story so we enlisted the industry as partners and found they were very excited and willing to do their part to celebrate and support the city we partnered with a local company media developed and designed for the the logo and it was important that this logo be designed by a local company to show that the city was supporting the same industry that it was aiming to promote it looks like a classic New York City subway token or a manhole cover the city trademark the logo to make it official and determine exactly how it could be used the you know the the logo was a unifying sentiment it was embraced locally and globally the private private inspired was palpable yeah made a New York branding and here's some examples of it made in LA made in Oakland we saw signs outside for made in Berlin the concept of made in a certain brands quality originality or authenticity and it builds on the appeal of local artisans and the maker movement these campaigns are all looking to sell an audience on the value of these ideals in our case these ideals were the pride we felt for local workforce and the tremendous talent and creativity that we had in New York City the logo was the 1st step in unifying New York City's creative community and we continue to grow the brand and all that it stood for with programs and efforts that were really designed to incentivize promote support and reward it was imperative to incentivize the community to work together and in the case of New York to work together in New York City on and the Mayor's Office of media an entertainment part a series of incentives at 1st of a tax credit 1st municipal tax credit program to support local TV and film production and it really put us on the map and level the playing field with other territories allowed other efforts from marketing to customer service to community engagement there really set us apart and guaranteed repeat customer support the marketing credit offered free media
exposure to local productions and these were ads appearing on subways busses and other out-of-home media outlets
the vendor discount card program offered discounts at local businesses to people working in the production industry a mobile app encourage people to find participating vendors while they were on the it
we also created a PSA campaigns on to really promote the production community and for no
and and to really explain their contributions to local the local economy the goal was really to foster the general public support an awareness of the industry so a public service an announcement campaign on was created you can see a sample of 1 here these are the costume designers from a television show on HBO called Boardwalk Empire and they appeared across all
media assets on and so it was a really interesting way to promote this
sector and to really promote the industry on a strong talent pipeline comprised of an array of education and workforce development
opportunities is key to ensuring a sustainable creative community on it was also essential to create opportunities for all New Yorkers to join the community and help build in industry and a creative community that
represented the great diversity in our city so we created a production assistant training Corps program was a month-long free full time program in 2 years of job placement assistance program was run in conjunction with a local not-for-profit organization that worked closely with unemployed and underemployed New Yorkers it was a prime example of how a public-private
partnership could empower residents to find jobs and become part of the creative community the Media Center which was a physical space in Brooklyn housing incubator office space and educational offerings as well as a screening room a public cafe the goal here was to bring together traditional and new media creators another public-private partnership that exemplified how the city could provide local organizations with the support they needed to reinvent and launch their businesses and projects in an ever changing media landscape we also created industry panels where we had experts working in the
industry sharing their experiences and insights and we hosted in partnership at local schools and cultural
organizations that were free and open to the public and we also created a blueprint for the moving edge image curriculum it was certified guide for lower school elementary school and high school students outlining how to teach the moving image and exposing students to the creative industries from a very early age we also wanted to reward the community with greater visibility and honor so
we promoted local talent and emphasize the positive economic impact brought by the industry it was highlighted by the mayor's commitment to the community he literally open the doors of his mayoral residence to the community to recognize and celebrate their contributions to the city in event and you can see 1 here the made New York awards created ambassadors added the recognizable talent to New York city you can see Robert Deniro you can
see Tina Fey spikily Meryl Streep and and many others through the made in New York awards and the marketing and branding
efforts across all of our initiatives other communities began to take notice by 2010 New York City's tech community was growing up in a very big way and they were hungry to create the same sense of community and pride that the film industry now enjoyed in New York City we also saw that the film industry was changing before our eyes embracing new technologies and making and distributing content in a variety of new ways the made in New York logo struck a chord with this community it just felt
authentic so we created a off of the made in New York brand with we are made in New York in 2012 given the similarities we saw between the digital and tech industries we were able to apply the hallmarks of made in New York with great success incentivize you earning them we are made in New York distinction digital companies that pay 75 per cent or more of their development
work in New York City and had at least 10 thousand users were eligible to receive the we are made in New York distinction on we included are promotional materials and street marketing we created a campaign that featured the local start-up founders and employees photographed in their offices and you can see a sample here and there's a sample of the bus shelter aren't we had a digital presence was built for the campaign in that included an interactive jobs map highlighting job opportunities it with the made in New York qualifying
companies and this was showing how the brands could be directly linked to access and economic economic opportunity for local residents and we also provide an easy access to resources a 1 stop shop website which provided access to resources and programs for New Yorkers in the tech sector who were looking to become part of the digital ecosystem so by creating this we are made in New York unifying brand we really help to illustrate this
city support for the tech sector for any creative community the ability to do these 4 things incentivize reward promote and support are incredibly valuable ways to develop a creative communities potential and we have the numbers to prove it the made in New York Grand campaign was really a
signature effort by Mayor Bloomberg's administration and it underscored the growth of the median text centers in New York city over the last decade the film industry
represents a 7 billion a year impact on the City of New York the over 130 thousand New Yorkers are employed in the film and television industry in New York over 4 thousand ancillary businesses benefit from the film and television industry and with the we are made in New York campaign we also have some statistics over 250 thousand New Yorkers were employed in the tech sector by the end of the Bloomberg administration so the branding and marketing efforts really unified our work and allowed the median tech industries to for leisure flourish in New York City and now is part of the work of Bloomberg associates with had the opportunity to work with cities who are embracing media and technology and the spirit of the creative community to make their cities more liveable here you can see on image of an event that we collaborated on in Mexico City we work very closely with the laboratory para like C U . which is Mexico City's experimental offer specific innovation in urban creativity it's the 1st city government department of its kind in Latin America now serving as a global example 2 as other cities look to see how similar models can
catalyze innovation in their communities on in east London at the site of the former press and broadcast center for the 2012 London Olympic Games is a new digital quarter and its emerging and it's called here East
would work very closely with the Greater London Authority the London Mayor's Office and the stakeholders at Queen Elizabeth Park on the amazing opportunities offered by the redevelopment of that part here is physical space will help foster the creative community by creating a thriving commercial space providing more than 70
500 jobs on site and in the local community and in Los Angeles on we were working very closely with in a not-for-profit called the Ghetto Film School School it opened its doors in the
South Bronx in New York City 1 of the most underserved communities in New York about 10 years ago to help local students discovered the art of film-making and unlock the creative potential of the the program connects with industry leaders here you can see director Kathryn Hardwick on she's known she was very involved in the twilight film series on so she works with students and equips them with tools and education about how they can launch their career in the film industry in 2013 the Ghetto Film School wanted to take its mission of
education in developing and celebrating the next generation of story tellers to the west coast and we helped them open a new facility in MacArthur Park in the Latino community called all lot in Los Angeles so Bloomberg associates introduced the city of LA to this organization and encourage the mayor of the
city to celebrate the work of this profit and really showcasing a robust creative learning experience to impacted communities community the I have long supported artists and makers and I'm a strong proponent proponent for the positive and lasting economic
potential that strategic investment in creative industries can have I hope that this made in New York case study in the examples of these other global cities Mexico City London and and Los Angeles inspire you to develop your own creative communities and create partnerships between the civic business and creative leaders in your community it's been a pleasure to visit Berlin and we hope that we can take this approach in our sensibilities to connecting the creative community to civic engagement in a
very robust way in the months ahead thank you very much and enjoy the rest of the conference