BAIA MARE Candidate CitY for the european Capital of Culture 2021 title

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BAIA MARE Candidate CitY for the european Capital of Culture 2021 title
BAIA MARE
Candidate CITY
for the
European
Capital of
culture
2021
title
BAIA MARE Candidate CitY for the european Capital of Culture 2021 title
Proposed Application for the Title
 of European Capital of Culture

  Culture of Hosting
BAIA MARE Candidate CitY for the european Capital of Culture 2021 title
Why does your city      We are facing a tipping point, the top of a development cycle. Baia Mare is rediscovering
                        and affirming, year by year, its potential and its cultural roots, reinventing itself as a user-
                        friendly city, a host to creative industries and an appealing playground for artists and cultural

wish to take part in    operators from all over the country. This former industrial center is converting naturally into
                        a welcoming harbour for national and international tourists, attracting, in the meantime, the
                        interest and involvement of investors, both local and international.

the competition for     We have proven ourselves to be adaptable and versatile. The once
                        heavy-polluted city has become, in the last twenty years, a case study
                        for sustainable development in terms of traffic, urban open spaces
                        or natural preservation, a blooming headquarter for high profile
                                                                                                    Our geographical position – in the immediate proximity of Hungary
                                                                                                    and Ukraine, and also in the close vicinity of Poland, Slovakia and
                                                                                                    Moldova – is a clear testimony of our tradition of intercultural
                                                                                                    dialogue and intimate understanding of cultural diversity. Baia Mare

the title of European
                        environmental NGOs. The rediscovered sport traditions have projected        and the surrounding region have always provided shelter for a mixture
                        us on the charts of European competitions and have dramatically raised      of ethnical and religious groups. In present days, besides the three-
                        the citizens’ interest for an active and dynamic life. The evolution that   quarters of the population represented by Romanian ethnics, Baia Mare
                        both locals and visitors witness every day is undeniable. Baia Mare can     is called home by Hungarians, Germans, Jews, Roma and Rutens. This
                        change and is changing. We believe that culture and education can           constant practice of tolerance, reflected by the fruitful cohabitation of
                        accelerate and catalyze this change, can shape the destiny of our city      more than eight confessions, is also confirmed by the presence of one
                        and the perspectives of our citizens.                                       of the most important center for immigrants in Romania, based in

Capital of Culture?
                                                                                                    Șomcuta Mare, in the close vicinity of the city.
                        The title of European Capital of Culture can provide us with the
                        power of context, can convert the momentum that we are witnessing           We believe that our proven experience as hosts and mediators can be
                        into results with a long-lasting, multipliable impact. Because it is        a valuable asset considering the latest political instability and unrest
                        impact that we are aiming for. The dimensions of the city are our first     in the neighbouring countries: Hungary and Ukraine, as well as
                        credentials. To start with, let’s consider the impact of the incoming       the current wave of refugee and asylum seekers. Please consider our
                        visitor flow of around one million people during the year of the title      candidacy as an open platform to research, develop, test and implement
                        on the 135.000 city inhabitants. Let’s take into account the adrenaline     new mediation and communication platforms that use culture as a
                        injection of a confirmed title for local entrepreneurs and for the          medium to address these pressing issues.
                        established creative industries companies, the boost of confidence for
                        the city’s non-governmental organizations and cultural institutions.
                        Let’s consider the immediate and long term effects of over 100.000.000
                        euros of impact investments in infrastructure, organizational capacity,
                        and continuous education and training. Last but not least, let us
                        consider the effects of the exposure to the highlights of contemporary
                        culture, art and cultural management, for the 15.000 youths currently
                        developing their taste and exploring their options for profiling and
                        growth.

                        Introduction                                                                                                                                            Baia Mare 2021 - European Capital of Culture   1
BAIA MARE Candidate CitY for the european Capital of Culture 2021 title
The road to the podium or to the title of European
                                                      Capital of Culture is as important as the title
                                                                                                              By this candidacy, Baia Mare is approaching
                                                                                                              an important reconvention opportunity in the
                                                                                                                                                                          Does your city                                                                                                                                           To summarize we will involve
                                                      itself. In the short term, the decision to enter this
                                                      competition was already a great opportunity for
                                                      us:
                                                                                                              long run. Judged by its magnitude, the chance
                                                                                                              to host the title of European Capital of Culture
                                                                                                              in 2021 is similar to the industrial reconversion
                                                                                                                                                                          plan to involve its                                                                                                                                      our surrounding area by:

                                                      • To promote and put to work a long term
                                                                                                              of the 70s, an impulse needed to recalibrate the
                                                                                                              vocation and destination of this city. By entering
                                                                                                              this competition, we take into account several
                                                                                                                                                                          surrounding area?                                                                                                                                        • using and promoting local traditions and
                                                                                                                                                                                                                                                                                                                                   traditional cultural products of Maramureș:
                                                                                                                                                                                                                                                                                                                                   folklore, crafts, culinary heritage, archaic
                                                      comprehensive cultural strategy, unifying               medium-term goals:                                                                                                                                                                                                   seasonal rituals or vernacular architecture;
    Another important motivation for our              multiple development directions                         • To stabilize the local economy by focusing on
    candidacy is the enthusiastic response                                                                                                                                                                                                                                                                                         • increasing the collaboration between
                                                                                                              the creative industries and the innovation sector,          All the cultural programs subsumed under the Baia Mare candidacy            Baia Mare is the main gateway to Maramureș County, ranked by
    that we received from our citizens. Close         • To build cultural consumption, expand our                                                                         are hosted, developed, funded and managed within the city, in close         National Geographic as one of the 20 must-see places for 2015, and           urban and rural communities, in sustainable
                                                                                                              thus bringing about a shift that can increase the                                                                                                                                                                    projects that value preservation and
    to 70% of the respondents to a relevant           cultural offer, and explore new ways of                 local production added value
                                                                                                                                                                          collaboration with the local administration and in mixed partnerships       a constant choice for Romanian and European backpack travellers,
                                                                                                                                                                          with the local NGOs, cultural producers or creative industries’             nature and astronomy enthusiasts, as well as adventure seekers from          conservation;
    sociological survey were aware of our             interaction with our audiences                                                                                      representatives. Our decision to keep our programs contained under          all over the world. Eight wooden churches listed as UNESCO World
                                                                                                                                                                          a single urban jurisdiction has multiple reasons, prominently our           Heritage sites are accessible by car or public transportation in a 30
    project, and 93% of the respondents                                                                       • To raise the general quality of life for all              commitment to guarantee the political, institutional and public             minute drive radius. Two unique private museums – the contemporary           • linking the urban and the rural area – Țara
    expressed their appreciation and their            • To chart cultural and touristic objectives            citizens                                                    consensus regarding our assumed strategy, as well as to ensure the          art Florean Museum and the only private ethnology museum in                  Lăpușului, Valea Izei, Sighet, Baia Sprie –
                                                      and unexpected places to be discovered, relived,                                                                    predictability of the financial exercise. We don’t want to risk weakening   Romania – are also accessible inside a 40 minutes drive radius. The          through cultural and touristic programs, in
    support for it. This enthusiasm and                                                                                                                                   the solid network of local stakeholders that we have developed, as we       same accessibility criteria apply to at least four tested open-air concert
                                                      conquered, thus upgrading our touristic offer           • To decrease social inequity and to eliminate                                                                                                                                                                       order to promote alternative event spaces,
    availability to mobilization is shared by                                                                                                                             have invested a great deal of effort in the induction process in order to   sites, suitable for festivals or one-time events that can take advantage
                                                                                                                                                                                                                                                                                                                                   empower the local infrastructure and
    the vast majority of the local cultural                                                                   the wage gap through access to culture and                  implement a coherent communication strategy, as well as to coordinate       of the existing accommodation infrastructure. More than 350
                                                      • To run an extensive audit on all the cultural                                                                     the cross-organizational programs.                                          kilometres of marked biking tracks zigzag across the environs, on four       encourage local and touristic mobility;
                                                                                                              education
    institutions, which declared themselves           fields and build a solid and long-lasting cultural                                                                                                                                              mountain passes, crossing picturesque villages and landscapes favoured
                                                                                                                                                                          However, Baia Mare includes a quick developing urban space, and we          by photography enthusiasts, as well as historical sites or unique
    eager to participate and collaborate.             brand                                                   • To reconnect the North of the country to the              are facing an accelerated process of urbanization of the surrounding        preservation areas already part of eco-tours.                                • putting the love brands of the region into
    These facts build and support our                                                                                                                                     area. In a five year timeframe, depending on the economic evolution                                                                                      new light through technology and innovative
                                                                                                              national and European economical and cultural               of the region and of the country we can expect small, yet significant,      As a touristic destination, Baia Mare is even more appealing because of      touristic approaches: namely the eight
    confidence to the significant effects             • To strengthen the capacity of our cultural            circuit, proposing a functional regional hub for            urban border shifts.                                                        the easy-to-reach, lush cultural and leisure offer of its surroundings. In   churches listed as UNESCO World Heritage
    that our presence on the shortlist and,           operators through consultation, training, and           creative industries                                                                                                                     order to valorize this mobility advantage we designed special programs
                                                                                                                                                                                                                                                                                                                                   sites events and the Merry Cemetery of
                                                                                                                                                                          Furthermore, NGOs activities based in Baia Mare and local cultural          that include one-day or half-day tours, photo safaris, or even special
                                                      facilitation of know-how transfer from outside                                                                                                                                                                                                                               Săpânța;
    eventually, our nomination for the title                                                                                                                              projects often transcend the geographical city limits, making use           events happening outside the city limits.
                                                      experts: cultural managers, journalists, artists        • To upgrade the cultural infrastructure and to             of spaces or referring to cultural objectives found in our close
    have already triggered.                                                                                                                                               surroundings. It should also be noted that the city of Baia Sprie is        There has been a constant historical exchange between the free people
                                                                                                              preserve the cultural heritage                                                                                                                                                                                       • celebrating, trough our programs, the
                                                                                                                                                                          situated in the immediate proximity of our city, the distance from          of rural Maramureș and the citizens of Baia Mare, through trade,
                                                      • To explore new manners to celebrate our                                                                           city center to city center being of only 10 kilometres, closer than the     workforce movements and by means of cultural vicinity exposure.              cultural diversity of Maramureș – the so
                                                      multifaceted heritage using new technologies and                                                                    farthest neighbourhood of Baia Mare.                                        Thus, the folkloric influences of the area cannot be denied by any           called ”countries” of Maramureș: Chioarului,
                                                                                                              • To reclaim, decontaminate and reconvert vast
                                                      innovative communication tools                                                                                                                                                                  cultural development, not only because of the singularity of the             Lăpușului, Codrului and the medieval
                                                                                                              unused industrial spaces into creative hubs and                                                                                         traditional Maramureș culture, but also because of its strong presence       Maramureș – and prototyping new ways of
                                                                                                              public spaces                                                                                                                           and influence felt within the city.
                                                                                                                                                                                                                                                                                                                                   salvaging ancient traditions.

2      Baia Mare 2021 - European Capital of Culture                                                                                                        Introduction   Introduction                                                                                                                                                        Baia Mare 2021 - European Capital of Culture   3
BAIA MARE Candidate CitY for the european Capital of Culture 2021 title
The history of the city is anything but brief, counting close to 700         There is more than meets the eye in Baia Mare, there are facts and           Once we started working on this project we have witnessed a
                                                    hundred years from its first documentary mention and more than 450           figures that elude a cultural simple audit – over twenty active cultural     remarkable amount of prejudice. Prejudice toward the generous sense
                                                    years from the inauguration of the first educational establishment.          operators, a cultural agenda including over five hundred cultural            of the word culture, toward its power to include. Prejudice towards
                                                    The stories and legends the locals are keen to share with you are, as        events per year, fifteen exhibition spaces, relative low rates of cultural   the faith of any town with less than a quarter million inhabitants.
                                                    well, anything but brief, linking the Bronze Age artefacts with archaic      consumption outside free access public events. Baia Mare hosts a             Prejudice towards the apparently wild and unexplored Northern part
                                                    symbols and signs still inlaid on the local festive outfits.                 vibrant photography community, and a surprising private collection           of Romania.
                                                    The top of mind cultural references, when it comes to Baia Mare and          of experimental movies. Painting is the most preeminent form of art,
                                                    the region of Maramureș, are the rich local folklore and traditional         strongly still represented today by a community of more than one             Prejudice is motivating. Prejudice is a great starting point in a long
                                                    arts and crafts, thoroughly explored by two important museums and            hundred professional visual artists within the Union of Artists of Baia      term endeavour. Prejudice determines answers and actions. Progress is
                                                    numerous research center and associations. The diligence to safeguard        Mare. The City Library has the highest readership rate in the whole          impossible in the absence of prejudice, of biases, of pessimism.
                                                    and explore this unique ancient heritage is an important common value        North-Western region and one of the richest collections in the country.      And progress is what we are aiming for.
                                                    that brings together scholars and enthusiasts form all over the world,       The local churches and cathedrals have proven an unexpected aperture
                                                    as well as environmental NGOs and international institutions. The            toward large scale events such as concert and artistic projects. The local
                                                    ethnographic and historical approach to these subjects is supported          theater is hosting again the most longeval Romanian theater festival:
                                                    by significant studies in semiotics, linguistics or music, constantly        Atelier. In private museums and collections there are still thousands
                                                    generating new publics and specialized events.                               of traditional, modern or contemporary art pieces waiting to be
                                                                                                                                 discovered.
                                                    Being geographically close to a possible center of Europe, but also at a
                                                    safe distance from the traditional centers of power, Baia Mare became a      In the last ten years, the creative industries have changed the city’s
                                                    place of choice for artistic experiments, starting with the international    dynamics. Flourishing business and start-ups in media, IT &C,
                                                    Colony of Painters founded in 1896 by Simon Hollósy and active for           printing, advertising, interior design, wood processing, furniture
                                                    over 70 years. Starting with the 60s, the city hosted famous actors or       production or architecture created new job markets and a new
                                                                                                                                                                                                                               It takes us usually around 15 minutes to convince somebody that Baia
                                                    filmmakers such as the appraised Liviu Ciulei, as well as experimental       generation of cultural audiences: early adopters, cosmopolitans and                           Mare is a place worth visiting. In 30 minutes we can see the first signs
                                                    performers and visual artists. This openness to new artistic forms           frequent flyers, environmental aware and cycling enthusiasts. The
                                                    of expression has a confirmed legacy, as the alumni of the local Art         cultural offer followed the trend – live music and show keep the                              of enthusiasm. After one week-end spent exploring the city people have
                                                    School keep on receiving national and international recognition, in          Historical Center alive at night, jazz and electronic beats can be heard                      the tendency to delay their departure. One week in, creative of all sorts
                                                    various fields of activity, ranging from classical music to painting, from   on stage during summer nights, fashion or gastronomy festivals are
                                                    industrial design to advertising.                                            celebrating the fusion between the old and the new. This year, the                            starts exchanging business cards and asking question about the rent
                                                                                                                                 traditional Chestnut Feast became a legitimate one-week long festival,                        costs. We hope you’ll feel the same. You know where to find us.
                                                    Baia Mare had reached its first development peak as a mining center,         mixing for an audience of over 150.000 people: DJing and wood
                                                    a destiny that shaped the character of its inhabitants – autonomous,         crafting, local painters and international bands, arts exhibitions and                        And, never forget, you are welcome!
                                                    proud and resourceful – but also the cultural consumption habits. The        movie premieres.
                                                    prosperity of the upper and middle class in the early 1900s started to

    Explain briefly the
                                                    translate into personal collections of paintings and sculptures; theaters
                                                    and cafes were hosting a bohemian crowd and musical education
                                                    became a must. The 50 years of communism to follow democratized

    overall cultural
                                                    the access to culture and education, large multipurpose cultural
                                                    establishments such as the Union House or the Youth House used
                                                    to accommodate thousands of people, sculptors and architects were

    profile of your city
                                                    crafting their modernist visions for the generous public places, cinemas
                                                    and theaters amassed constant audiences.

4    Baia Mare 2021 - European Capital of Culture                                                                Introduction    Introduction                                                                                                                                          Baia Mare 2021 - European Capital of Culture   5
BAIA MARE Candidate CitY for the european Capital of Culture 2021 title
Explain the
    concept of the
    programme which
    would be launched
    if the city is                                  Our concept can be summed up in three words: Culture of Hosting. This assumed statement
                                                    will be translated in several strategic objectives: opening the city to all forms of culture and
                                                                                                                                                            If the city is designated as European Capital of culture we aim to
                                                                                                                                                            implement an open-doors policy, offering to local and incoming
                                                                                                                                                            artists and performers a broad variety of spaces to explore and to use
                                                                                                                                                                                                                                          Our endeavour is to shape and to promote Baia Mare as a junction
                                                                                                                                                                                                                                          point, a new hub for creative industries and innovation. The setup is
                                                                                                                                                                                                                                          favourable to this objective: high life quality standards are accessible
                                                                                                                                                                                                                                                                                                                      We are focused to create a growing context for the cultural institutions,
                                                                                                                                                                                                                                                                                                                      operators and initiators that can insure long-term development and
                                                                                                                                                                                                                                                                                                                      sustainability. Our program has a strong educational component and

    designated as                                   performance in the creative industries, reconnecting the city to the international and national
                                                    cultural, economical and touristic circuit as a top-of-mind regional center, prototyping and
                                                                                                                                                            as a canvas. The current urban planning defines the city as a stage for
                                                                                                                                                            public events of all sorts, from concerts to interactive installations; the
                                                                                                                                                            local architecture rich in generous courtyards and sumptuous halls is
                                                                                                                                                                                                                                          and affordable; the rent costs are attractive and qualified workforce is
                                                                                                                                                                                                                                          available; furthermore, some business sectors such as IT&C, design,
                                                                                                                                                                                                                                          advertising or printing, are already blooming. We have all the reasons
                                                                                                                                                                                                                                                                                                                      aims to maximize the know-how transfer, to build incrementally the
                                                                                                                                                                                                                                                                                                                      capacity to deliver, to communicate to scale, to attract funds and
                                                                                                                                                                                                                                                                                                                      partners. We have dedicated major lines of our program to public and

    European Capital                                implementing self-sustainable form of cultural management. Our approach is combining the
                                                    director based curative process and the open-call based process, offering multiple
                                                                                                                                                            suitable for exhibitions and performances; the museums and historical
                                                                                                                                                            landmarks can be easily integrated or converted into thematic cultural
                                                                                                                                                            projects or for theme tours; private collections and workshops are
                                                                                                                                                                                                                                          and prerequisite to become a plug-and-play knowledge-based city that
                                                                                                                                                                                                                                          can attract talents and investors, perfect for relocation and start-ups.
                                                                                                                                                                                                                                          We have dedicated strategic lines of our program to this objective, in
                                                                                                                                                                                                                                                                                                                      events such as seminars, conferences, master classes, summer academies
                                                                                                                                                                                                                                                                                                                      and arts camps, the type of seminal events with long-lasting effects. We
                                                                                                                                                                                                                                                                                                                      encourage local initiative and aims to create long-term partnerships

    of Culture.                                     “reasons-to-come” for broad and specialized audiences.                                                  waiting to be discovered. The open-door policy is also translated in to       a sustained effort to bring together professional communities – such        with programs and organizations that proved to be success stories. We
                                                                                                                                                            residency programs, fellowships and scholarships, competitions and            as the film industry, graphic design or photography – and support           are confident in the local entrepreneurship and we want to catalyze
                                                                                                                                                            awards, international calls for projects for public interventions and         their activities and development. Taking things further we started to       organizational intrapreneruship in the cultural field. Our program is
                                                                                                                                                            calls for applications for dedicated workshops. Opening the city means        prototype and test infrastructure solutions – dedicated portals, internet   agile and responsive to trends, market feedback and audiences real-time
                                                    We believe that the culture of hosting should is, above all, a two-sided process, based                 creating unique shared moments, memorable events that can appeal              of things applications, excellence and micro-financing center – that can    reactions, as being a host means paying attention to the dialogue and to
                                                    on a genuine curiosity toward other cultures that creates a fertile vv for networking and               to broad national and international audiences – big scale festivals,          provide an appealing workframe for the aimed audiences.                     create a consistent dialogue.
                                                                                                                                                            concerts, art biennales, international fairs and shows – but also
                                                    collaboration. Hosting is not about giving and receiving, is about sharing – a shelter, a road,         opening culture for insufficiently explored publics, including social
                                                    a destination – and, most importantly, is about learning.                                               groups at risk, seniors or minorities.

6    Baia Mare 2021 - European Capital of Culture                                                                                            Introduction   Introduction                                                                                                                                                                 Baia Mare 2021 - European Capital of Culture             7
BAIA MARE Candidate CitY for the european Capital of Culture 2021 title
Contribution to the long-term strategy                    We believe that it is impossible for a city, a community, a society to
                                                          stand still. Evolution is part of its nature. As time passes by, sceneries
                                                          change, new generations light up and old ones fade away, the context

What are the plans for       How is the European
                                                          shapes and reshapes who we are and what we do. It’s like pouring water
                                                          into different vessels: it will always take the shape of its containers. In
                                                          the same way, cities are irreversibly shaped by the realities they inhabit.

sustaining the cultural      Capital of Culture action
activities beyond the year   included in this strategy?   Baia Mare was once a small mining town. Its first name, Rivulus Dominarum, was inspired by the legend
                                                          of the ladies who had mourned the loss of their husbands to the mines, turning their tears into a river.

of the title?
                                                          Over time, the city was ruled and inhabited by Hungarians, Germans, Austrians, Jews, Ruthenians,
                                                          Roma and Romanians. Thus, it absorbed and mirrored the polychromy of such diverse cultures, growing
                                                          into a cosmopolitan city of the arts. Baia Mare was home to a European cultural manifesto avant-la-
                                                          lettre – the famous Colony of Painters founded 125 years ago, which melted down borders in a preview
                                                          of what Europe became more than half a century later. After World War II, the Communist era heavily
                                                          industrialized the city, fading its cultural vibrancy. Once the Iron Curtain fell, Baia Mare was left in a state
                                                          of confusion. Slowly, it gathered its strength and used whatever resources were left available. We started

If your city is awarded the title of European
                                                          reconnecting with our very roots and values, mining the gold within. Dignity, endurance, and hard work
                                                          define us. The symbol of Baia Mare, an industrial tower so tall it outshines the Eiffel Tower, stands proof to
                                                          our resilience and determination. We call it the Phoenix Tower. Our Phoenix.
                                                          Our rebirth.

Capital of Culture, what do you think would be            For the last five years, Baia Mare has raised an up and coming profile and has known constant growth in
                                                          almost all areas concerning the life of the city. It currently boasts an emergent economy based on wood
                                                          processing and commerce, making it the 3rd most important urban center of the region.

the long-term cultural, social and economic impact
on the city (including in terms of urban development)?
                                                                                                                                                            Baia Mare 2021 - European Capital of Culture   9
BAIA MARE Candidate CitY for the european Capital of Culture 2021 title
We built the strategy in a solid, creative and consistent manner. We started by analyzing all

                                                                                                            Mission and values
                                                                                                                                                                    aspects of city life, looking into what the status quo was. We diagnosed the cultural profile
                                                                                                                                                                    of the city, auditing each and every component including all types of cultural operators,
                                                                                                                                                                    audiences, creative industries and economies, social participation and infrastructure,
                                                                                                                                                                    while trying to find both strengths and weakness, in order to be able to build on a healthy
                                                                                                                                                                    foundation and address issues truthfully and properly.
     In 2015, we have adopted our long-term cultural strategy to be implemented for a time span
     of fifteen years, up to 2030. In order to come up with a solid and sustainable strategy, we have
     linked it to all strategic documents concerning different sectors of city life. We believe that
     only by a conjugated effort can we build our future coherently and make each step count. Our
     objective is to plan in a smart and integrated manner in order to achieve our vision of setting up                                                             Baia Mare has a strong cultural legacy, as for example the one built         Nonetheless, one can observe the lack of coverage or performance             Local audiences show a neophyte profile, attending free events in high
     an improved Baia Mare that has surpassed its challenges in a proactive and ingenious manner.                                                                   by the renowned Colony of Painters, translated today into the largest        into different areas of culture, creativity and art. Local public cultural   numbers. For example, the Chestnut Festival of 2015 brought together
     This is why, the cultural strategy is in sync with the Integrated Urban Development Strategy,                                                                  organization of professional painters in Romania. We boast one of the        operators face challenges in providing high quality, up-to-date expertise    about 150000 people, participating in arena concerts, opera concerts,
     Social Development Strategy, the Sustainable Development Strategy and last but not least, the                                                                  most active public libraries in Romania, with the highest readership         in terms of content, communication and marketing skills. Even though         plays, exhibitions, film showings, book launches and others. Yet, the
     Sustainable Urban Mobility Plan, focusing on transforming the city into a creative regional                                                                    rate in the North-West and 12 subsidiaries open around the world.            they have built partnerships with European operators over time,              disposition to pay for cultural events is underdeveloped, partly because
     center, characterized by an intelligent, sustainable and socially inclusive economy.                                                                           There is no other area in the country to have such a powerful folkloric      they infrequently cooperate with each other and their openness to            of the way the community is structured, with a large part of the people
                                                                                                                                                                    and archaic music sector, nor host a dense traditional craftsmanship         develop new challenging and fruitful collaborations is limited, as their     concerned in caring for their basic needs, were we to refer to Maslow’s
     Limitations are those who favor the development of an ingenious project. Think about trying to                                                                 hub. The specific wooden architecture practices of Maramureș are             operational capacity is, due to insufficient funding or staff. Fewer and     Pyramid. With the exception of key niche audiences, the public shows
     build a house on a rough terrain. Its shape will inherently remind of the declivities it rises upon.                                                           unique and have been valued by the UNESCO organization as world              fewer young people choose to follow a cultural profession and reside         a lack of ability in decoding cultural capital, consuming entertainment,
     Yet, that wouldn’t downgrade its value, function or originality, were it to be built coherently.                                                               heritage values. Moreover, the local creative industries are solid and a     in Baia Mare, mainly because there is no high education institution or       rather than culture. Young groups are either dormant or in search of
     This is why we began by looking at factors that either inhibit or threat our growth and tried to                                                               peer in terms of furniture manufacturing. Business initiatives, especially   other alternative education facilities to add value to local graduates and   guidance and leadership.
     think of alternative ways to build around them in order to succeed in achieving our goals. And                                                                 in young entrepreneurship, are growing in size and number, some of           partly because opportunities are more abundant in larger cities.
     so we did with each of our strategic plans.                                                                                                                    which are top performers in their chosen fields.                                                                                                          10000 people work in the creative economy, out of a total of 58000
                                                                                                                                                                                                                                                 The local cultural ecosystem is self-sufficient and complies with the        active employees in Baia Mare. The creative industries make up
                                                                                                                                                                                                                                                 needs of the usual audiences. The city cultural operators produce a fair     17.5% of the local gross product, that is about 265 million Euros each
     Baia Mare holds today a heterogeneous legacy, with both high and low points, in terms of                                                                                                                                                    amount of events considering the public’s dimensions. Lacking real           year, out of which 80% are made in wood processing and furniture
     economy, society and culture. Its rather isolated position, both geographical and historical,                                                                                                                                               competition and outside feedback local events are poorly marketed            manufacturing. Even so, the economic activities mentioned currently
     has placed it on the border of the main cultural and urban system in Romania. Yet, this                                                                                                                                                     and rarely innovative, while the adhesion to technology in culture is        employ too little creativity in the production process.
     provided with an excellent opportunity of preservation of archaic and folklore heritage                                                                                                                                                     arbitrary. Though rich and strong, the cultural heritage is insufficiently
     and the development of a survival mentality. Even though Baia Mare has succeeded in                                                                                                                                                         integrated into the present context; also traditions are casually and
     organically surviving the downfall of the industrial mining era, part of the city’s physical,                                                                                                                                               inconsistently safeguarded.
     social and economic fabric still brings about related limitations: some of our urban spaces are
     contaminated, some of our people face poverty and social exclusion and others choose to work
     abroad, our education system is not yet up to speed and innovative, while our capacity to build
     high added value and face true European competition is still limited.

10         Baia Mare 2021 - European Capital of Culture                                                                    Contribution to the long-term strategy   Contribution to the long-term strategy                                                                                                                                       Baia Mare 2021 - European Capital of Culture            11
BAIA MARE Candidate CitY for the european Capital of Culture 2021 title
Our analysis tried to grasp the existing status as coherently as possible,      In terms of infrastructure development, efficiency is the key principle                               In 2030, we envision Baia Mare to be the most dynamic creative              Education is a vital part of our plan. We believe that it is the single
                                                      as we took a critical first look at the major context, then at specific         that guided our approach. We believe it is far-fetched to suggest                                     industry harbor in Romania, generating expertise and know-how and           most important tool for generating growth, as talent needs to be
                                                      domains and after that, we further searched into key and details. Our           heavy investments into new infrastructures in a city that is currently                                relying on a growing network of experts, in a polychromatic culture of      shaped, nurtured and harvested. A flourishing educational center,
                                                      conclusion showed that Baia Mare has a multitude of valuable cultural           transitioning. So, we decided to turn to reinventing the usage of                                     mobility. The city bases a large part of its economy on high added value    Baia Mare will be the place of choice for international conventions,
                                                      resources that need to be empowered and better operated. This is why            different and alternative spaces, opening them to culture, but also                                   creative entrepreneurship that engages young professionals, as well as      workshops and networking events.
                                                      our approach is both top down and bottom up, on different key aspects           making the city a stage in itself. Public exposure to culture is essential                            seniors, balancing both fresh and experimental approaches, but also
                                                      of culture within the city. We target all issues using a resource-efficient     in all our efforts, hence the usage and remodeling of public spaces                                   expertise and tradition.                                                    As a touristic city break destination, we wish to become a democratic
                                                      and most importantly, a long-term sustainable approach, focusing                to harbor cultural activities proves that our overview is not only                                                                                                                host for culture, efficiently and ingeniously using our city
                                                      major investments in human resources and promoting education and                integrative and efficient, but also sustainable.                                                      Our goal is to be a plug and play cultural motherboard, using               infrastructure. Not only will we turn to empowering local heritage
                                                      culture as key pillars in the regeneration of the city, also in social action                                                                                                         technology and our smart city infrastructure to allow instant remote        buildings, utilizing them in new and original contexts, but we will also
                                                      for the common wealth of citizens.                                              Our strategy, as it focuses on process and system effects, rather than                                connection and implementation of all initiatives, products and services.    open up our alternative public and private spaces to culture. Churches,
                                                                                                                                      components, is in itself a demonstration that our plans will enhance                                  In other words, Baia Mare set outs to become the top of mind when it        former factories, abandoned or forgotten places, markets, living-rooms
                                                      In particular, we take to audience building and development by                  the economic and social sectors, creating strong links and crossovers.                                comes to dynamic and user-friendly cultural cities in Mitteleuropa.         and backyards, forests and hills, each part of the city will be redeemed
                                                      means of cultural exposure throughout the city, raising curiosity, while        Consolidating entrepreneurship, increasing productivity, as well as                                                                                                               by the community.
     Addressing the                                   code-building using both formal, informal and non-formal education
                                                      and developing cultural practices within the family. Diversifying
                                                                                                                                      employment and promoting high added value creativity constitute
                                                                                                                                      the main objectives set out by the strategy. We undertake Baia Mare’s
                                                                                                                                                                                                                   Projecting the vision.   Moreover, our vision of Baia Mare portrays it as the most relevant
                                                                                                                                                                                                                                            cultural center of Northern Romania, with a functional cross-border         In 2030, Baia Mare will boast its clear image and reputation as a

     status-quo.                                      the cultural offer and generating dedicated products and events is
                                                      mandatory in our process, with a stronger outreach due to plans of
                                                                                                                                      metamorphosis into a specialized design hub, based on the translation
                                                                                                                                      of the rich local heritage in terms of architecture and wood, but also       Defining the mission.    and international dimension, polarizing a multitude of European
                                                                                                                                                                                                                                            operators and different nearby nationalities and ethnicities. One of
                                                                                                                                                                                                                                                                                                                        Phoenix rising from its own ashes, the post-industrial city reborn as a
                                                                                                                                                                                                                                                                                                                        creative center and capital of an unique European cultural territory. We
                                                      calibrating communication and marketing of cultural goods.                      metal processing.                                                                                     our endeavors is to offer and host a wide range of cultural goods and       will no longer be left in isolation, but rather open to and welcoming of
     Addressing the                                   Raising the quality of the cultural scene is strongly related to the            As for social change and cohesion, the strategy looks to mixing
                                                                                                                                                                                                                                            services, promoting dialogue, partnerships and cross-fertilization as a
                                                                                                                                                                                                                                            recommended practice for growth. To this extent, we plan on using our
                                                                                                                                                                                                                                                                                                                        any culture, true to our most solid value, hospitality.

     public.                                          capacity of local operators. Our endeavor focuses on consolidating the
                                                      expertise of both cultural and technical staff. Alternative professional
                                                                                                                                      culture and education as complementary instruments to better life
                                                                                                                                      quality for deprived or specific groups. Targeted or educational events,
                                                                                                                                                                                                                                            traditional heritage as a source of inspiration for generating new forms
                                                                                                                                                                                                                                            of art and creativity.
                                                                                                                                                                                                                                                                                                                        The cultural strategy’s mission is to develop all types of culture related
                                                                                                                                                                                                                                                                                                                        capital existing in a city: social, cultural, economic, physical and
                                                      education and long-life learning will fill the gap by means of training         conjugated with social benefits for participation in culture are to favor                                                                                                         symbolic. Consequently, our actions are focused on these general goals
                                                      in all areas needed, from cultural management to financing. Cross-              the creation of a thriving community. Also, multicultural dialogue,                                   Our process enhances audiences, building lifestyles and climates guided     and operationalized by means of more specific objectives, targeting
                                                      fertilization as a result of international cooperation is one of the tools to   as well as volunteering are shaped as social practices in our cultural                                by a strong demand and habit of consuming cultural goods, offering          current situations and problems, taking and creating opportunities in a
                                                      be used for the increase of expertise and dynamism of people working            strategy and represent pillars in all our steps. Whether we look into                                 access to any and all social groups. Based on our existing strong values,   pro-active manner and turning them into success stories.
                                                      in cultural and creative industries. To this extent, raising the public         active aging, healthy parenting or social integration of the deprived,                                we set out to represent an evolved and involved community guided by
                                                      budget for culture is insufficient, if the city’s cultural agenda does not      our final purpose is to make the Baia Mare cultural and city experience                               tolerance, hospitality, will for prosperity and flexibility.
                                                      attract quality operators. Hence, our plan is to encourage a competition        as rewarding as possible for all of its citizens, no matter the group they
                                                      that sets international-local collaboration as mandatory in applications.       represent.

12     Baia Mare 2021 - European Capital of Culture                                                                                                                     Contribution to the long-term strategy                                                                                                                              Baia Mare 2021 - European Capital of Culture             13
BAIA MARE Candidate CitY for the european Capital of Culture 2021 title
We seek to prototype and scale innovative projects, using the lean start-      We strongly believe that change has its roots in education and habits
     up model in creative industries, as well as in the public and educational      are built within the family, the peer structure of our community.
     sectors, improving know-how transfer speeds. Our goal is to promote,           Cultural education is developed and nurtured in the fertile territory of
     test, implement and export a new sustainable model of economy                  our families. To this extent, we have identified women and mothers to
     based on culture and creativity, one that can fill the credibility gap of      be a strong agent for social change, as they represent universality, they
     entrepreneurship and macroeconomics practices, as a result of the crisis       tend to be flexible, intuitive and determined and they are the first to
     of 2008.                                                                       embrace change and foster social practices. Also, one of the peers we
                                                                                    plan on using are the Romanian and local natives that reside all over
     We plan on building expertise by hosting international experts                 the world, transforming them in active vectors of communication,
     and cascading knowledge within the local community, developing                 in order to promote and multiply the scope of the local cultural and
     entrepreneurship, empathy, lateral thinking, communication and                 creative goods.
     technical skills. Moreover, our mission is to erase borders and
     barriers by fostering collaborations, initiating new partnerships and          We seek to preserve local heritage by encouraging the study and
     multinational residencies and programs, in order to enhance the                promotion of customs, lifestyle and culture, translating tradition into
     exchange of cultural products and services within the Central and              modern day creative products and habits. Our solid and diverse city
     Eastern European space.                                                        offer and our status as the gateway to Maramureș constitute a guarantee
                                                                                    for developing the city into a destination of choice when it comes to
     Such a revolution of the cultural industry and the city as well is difficult   cultural, family and eco-tourism. We aim to create new versatile venues      Our strategy sets the ground for a successful European Capital of            The Cultural Program proposed for 2021 is considerably broader               We aim to ensure and consolidate the sustainability of our actions
     to achieve without the strong support of a competitive and dynamic             for cultural events and creative activities, as well as transform existing   Culture, raising budgets for culture and creating networks and               in scope and intensity than the habitual agenda of the city. Yet,            beyond 2021 by means of creating dedicated programs for investors,
     administration. This is why, one of our goals is to build a human              spaces using the city as a cultural stage and reshaping social interaction   infrastructure hotspots, while empowering the capacity of operators          the transversal principles and key components it is build upon –             with incentives to use CSR as a pillar in supporting culture and
     centric apparatus, using a fresh recruitment policy, determined to             as the core of city life.                                                    and building audiences by means of education and sustainable                 education, sustainability, social inclusion, technology, networking and      creativity. Also, we set out to establish a long-term collaboration
     attract and to nurture talents with strong technical, management and                                                                                        development in creative industries. It is not built around the action,       environmental responsibility – are to be found in all of our strategic       between the cultural sector and touristic and service operators, with an
     communicational skills.                                                                                                                                     but rather in the same frame, constructed on the same pillars in a           documents. Thus, its integration in the development process of the city      improved capacity after the title year, in order to empower synergies
                                                                                                                                                                 continuous flow process, where the ECoC is an activation instrument          is natural and its impact coherent.                                          and create mutual growth, while using the latter as dynamic cultural
     The development of the cultural and creative sector requires action on                                                                                      for the development of all five types of capital: cultural, economic,                                                                                     tour-operators. Accessing regional resources is one of the power lines
     several layers, targeting operators, products and services, audiences,            The Phoenix Tower will become a                                           social, physical and symbolic, as mapped in our process.                     As we take to develop culture and creativity success stories using the       of our strategy to ensure growth after 2021, by creating a cross-border
                                                                                                                                                                                                                                              lean start-up model, it is inherent that the European Capital of Culture     structure that can integrate, oversee and promote investments in
     financing and nonetheless infrastructure, using both bottom up and                symbol of the city’s revival as a                                         The strategy’s actions build up momentum for 2021, projected as              will produce strong legacies in terms of audience building, cultural         culture and creativity in 5 neighboring and trans-Carpathian countries
     top down approaches, involving every stakeholder and shaping the city
     with courage and resilience. We set out to consolidate the local cultural         culture and innovation hub.                                               a breakthrough moment, rather than a crowning of our efforts.                quality and expertise as well as economic welfare. Moreover, our             (Romania, Ukraine, Hungary, Poland and Slovakia). This endeavor
     peer system and address targeted audiences by offering a wide range of                                                                                      We take to the ECoC as a tool to accelerate different aspects of our         resource efficient and step-by-step approach ensures that infrastructures    will help spread beneficial effects of Baia Mare’s polarized legacy, while
     specific events, as well as developing cultural decoding skills according                                                                                   mission, in order to fulfill our vision for 2030. Its purpose is to create   of 2021 will not be abandoned or underused after the year of the title.      cementing European cohesion and truthfully promoting the sense of
     to differentiated needs of specific groups.                                                                                                                 opportunities and facilitate structural change, investor attractiveness,                                                                                  belonging to a mutual cultural space.
                                                                                                                                                                 cultural development and social cohesion, as it has already started          We plan on keeping a proportionate budget to the one set for 2020
                                                                                                                                                                 to do so, given the fact that 93% of our citizens have one common            and we look to raise fund absorption ratios, enlarge extra-community
                                                                                                                                                                 voice concerning the action, stating that it is beneficial, positive and     partnerships, while using education to further the program’s legacy.
                                                                                                                                                                 powerful.                                                                    We have envisioned 2021 to be a starting point and also the factor that
                                                                                                                                                                                                                                              can help shift the gravity of creative and cultural sectors from public to
                                                                                                                                                                                                                                              private, from dependent to independent, creating a solid community of
                                                                                                                                                                                                                                              experts, making producers out of operators and capitalizing their new
                                                                                                                                                                                                                                              gained know-how, thus bringing prosperity and dynamism to the city’s
                                                                                                                                                                                                                                              economy.

14         Baia Mare 2021 - European Capital of Culture                                                                                                          Contribution to the long-term strategy                                                                                                                                        Baia Mare 2021 - European Capital of Culture             15
CULTURAL SUPPORT                                 STRATEGIC                                                   Cultural community centers covering
                                                                                                             all city’s neighborhoods
                                                                                                                                                                SMART CITY
PROJECTS                                         DEVELOPMENT                                                 • six multipurpose educational and cultural
                                                                                                             versatile spaces
                                                                                                             • free to use for all citizens and visitors
                                                                                                                                                                SOLUTIONS    The Cultural Multipass card                                          The interconnected display network

                                                 PROJECTS
                                                                                                             • include all the necessary technology                          • access and monitoring solution system                              • environmental-friendly solution for the
                                                                                                             support – computers, printer, projector, audio                  implemented by public operators in partnership                       promotion of cultural events in a dynamic
                                                                                                             system                                                          with banking institutions;                                           manner;
                                                                                                             • serve as a tele-centers for the management                    • implemented as check-in solution or ticketing                      • working as an alternative TV dedicated to
                                                                                                             and initiation of small scale projects,                         solution by all cultural operators by 2018;                          cultural events, broadcasting video or graphic
                                                                                                             volunteer centers, but also as alternative                      • useful for real time monitoring and evaluating                     events promos;
                                                                                                             exhibition and event spaces                                     of audiences participation to cultural events;                       • reduces drastically the promotion costs and
                                                                                                                                                                             • generates in-depth reports and evaluations                         allows remote control for cultural managers and
                                                                                                                                                                             regarding the participation to cultural events                       promoters organizing events in Baia Mare;
                                                  Multimedia Hub and Makerspace                              Center for Support and                                          based on demographic data;                                           • by 2018, will include 300 LCD displays placed
                                                                                                             Microfinancing in Tourism                                       • allows a transparent and centralized                               in cultural and social hotspots: cafes, hotels,
                                                  • supported by the municipality and the University;                                                                        distribution of subsidies for categories at risk                     restaurants, libraries, public institutions,
                                                                                                             • supported by the municipality                                 in order to insure and increase their access to                      cultural institutions;
                                                  • internationally funded using structural funds;
                                                                                                             • internationally funded using structural                       cultural events;                                                     • easy to scale as any interested partner can
                                                  • includes a mixing studio, workstations for film and
                                                                                                             funds, privately funded in a partnership with                   • supports contact-less payments and can                             join the network for free using a user-friendly
                                                  visual editing, photography and filming equipment;
                                                                                                             a banking institution;                                          aggregate promotional discounts from                                 setup;
                                                  • includes a projection and audition room that can
                                                                                                             • offers training for cultural and touristic                    commercial partners;                                                 • servicing, maintenance, listing and assistance
                                                  serve as alternative cinema;
                                                                                                             guides;                                                                                                                              will be provided free-of-charge;
                                                  • offers technical assistance and guidance for media
                                                                                                             • offers consultancy for attracting funding for                                                                                      • an important step toward our vision for
                                                  projects;
                                                                                                             touristic hard and soft investments;                                                                                                 Baia Mare as a technology enabled cultural
                                                  • has a core educational vocation, offering free
                                                                                                             • offers courses and trainings for the                                                                                               motherboard.
                                                  usage of space in educational activities performed
                                                                                                             entrepreneurs, personnel and managers;
                                                  by schools and NGOs;
                                                                                                             • organizes, regulates and licenses the
                                                  • includes 3D printing and industrial design facilities
                                                                                                             ”cultural couch surfing” program.                                                                The culture mobile app
                                                  as cutting and finishing equipment.
                                                                                                                                                                                                              • will include a detailed map of venues aggregated with a
                                                                                                                                                                                                              calendar of events;
                                                  Center for Excellency in Cultural                          Cuprom Creative Industries Center                                                                • offers real time events alerts using geolocation services
                                                  Management                                                                                                                                                  and personalizes the recommendations based on previous
                                                                                                             • center for creative industries, art residences                                                 choices;
                                                  • supported by the municipality;                           and art interventions;                                                                           • allows instant rating of an event by users and instant
                                                  • internationally funded using structural funds;           • developed in a public-private partnership;                                                     sharing of live or recorded videos, photos or status updates
                                                  • training center for cultural auditors, training center   • decontamination and rebuilding insured by                                                      in major social networks;
                                                  for cultural advocacy and fundraising;                     means of public and European funding;                                                            • important in order to raise the participation and the
                                                  • offers courses of cultural management for both           • creative business incubator and accelerator;                                                   interaction with both public and private cultural events;
                                                  public and private operators;                              • includes a formation center that offers and                                                    • an important step toward our vision for Baia Mare as a
                                                  • offers courses of marketing and communication            hosts specialized trainings;                                                                     technology enabled cultural motherboard.
                                                  for cultural endeavors;                                    • Includes a conference center for events that
                                                  • offers consultancy for attracting and managing           attract large audiences.
                                                  corporate sponsorship, as well as national and
                                                  European funding;
                                                  • offers training for volunteers.
Baia Mare 2021 - Capitală Europeană a Culturii
Baia Mare can become the textbook definition of an urban regeneration       The social impact of the title year will be perceived on multiple levels.
                                                    success story by means of using European healthy cultural policies.         Investments in amenities, city infrastructure and the broadened scope
                                                    Why would it be so? Looking from a historic perspective, it is clear        and quality of the cultural offer will certainly increase life quality and
                                                    that we have challenged ourselves before and made it. Currently,            overall experience of Baia Mare. The enhanced accessibility and increase
                                                    we are on the verge of a tipping point, where cultural and creative         in mobility within the area will dilute the arbitrary borders that have
                                                    industries can make a difference by increasing the city’s attractiveness    kept us in the remote, making us feel more European and aware of
                                                    to investors, tourists and young people willing to move in to enjoy         our cultural diversity as inhabitants of a cross-border region. Last, but
                                                    healthy opportunities and great life quality. Even though we are facing     not least, all of our efforts to raise social cohesion will have paid off,
                                                    numerous economic and social issues, we are on a steady growth rate in      creating a sense of pride in belonging to a polychromatic community
                                                    most aspects concerning our community.                                      that provides targeted and efficient care and protection for all categories
                                                                                                                                of citizens, in a healthy social climate.
                                                    The economy is performing better each year and has considerably risen
                                                    in volume in the last five years as proven by a 25% increase in local       In terms of economic impact, the title year will directly contribute to a
                                                    GDP. Local initiatives and entrepreneurship examples are becoming           better management of regional competition, with a higher power of the
                                                    more and more successful and present. Half of the local NGOs                local market. More and more companies active in the creative industries
                                                    are engaged in educational activities, while the County Schooling           will have appeared, creating new job opportunities, as entrepreneurs
                                                    Inspectorate is currently undertaking a large European funded program       are sure to follow talent we are educating and fostering, as well as the
                                                    with more than 15000 pupils learning about creative industries as           investors we are aiming to involve. Moreover, investments in real estate
                                                    career choices. Baia Mare is home to an emergent social enterprises         and a better usage of the land will consolidated the local budget, able to
                                                    cluster and is engaging more funds than all of the other regional cities    face a new stage of development. The hosting infrastructure is expected
                                                    into social integration by means of education, while proeminent local       to triple, as we have planned to efficiently convert and sustainably
                                                    NGO’s such as Hopes and Homes Romania are setting international             develop new touristic structures. The urban rebranding and enhanced
                                                    standards in social integrations for children and fundraising. The          offer is expected to triple the 2015 incoming visits and annually receive
                                                    administration is becoming more dynamic by the year, with a new             half a million tourists starting 2022.
                                                    human resource approach that focuses on attracting and nurturing
                                                    talents. Like Malcom Gladwell would point out, it takes three factors       The cultural impact of the title year will be, perhaps, the most visible,
                                                    to produce growth when at a tipping point: a minority of connectors         as the diverse and targeted offering of the city will have grown five
                                                    that are able to spread know-how, the power of success stories that can     times the size it shows today, as a result of our bidding and preparing
                                                    deliver both gratification and hopeful behavior within the community        period strategic actions and the opening of our cultural agenda to
                                                    and a powerful context to make it all happen turning underdogs into         stakeholders from all over Europe. Public cultural operators will be
                                                    mainstreamers.                                                              part of dynamic and open networks, bridging the public and the
                                                                                                                                private and boasting a new found independence and dynamism, due
                                                    We strongly believe that by becoming the European Capital of Culture        to the know-how acquired in the seven year process and the enhanced
                                                    in 2021, we will create a powerful vehicle to accelerate our growth         budgets and procedures. Diverse audiences and high participation rates
                                                    in a sustainable manner and generate a hybrid approach, a mutation          to cultural events will indicate the existence of a mature public with
                                                    with mutual beneficial effects. Our strategic fields have attracted a       healthy cultural consumption habits, nurtured by means of education
                                                    large numbers of connectors: young leaders and artists, managers and        and code-building.
                                                    curators, creative people and sales people, performing social enterprises
                                                    and NGOs, education professionals and researchers. We have started          All these effects contribute to one of the most powerful results of a
                                                    and will continue to create success stories based on our strategic          European Capital of Culture, the increase in prestige and symbolic
                                                    principles. We are ready to foster intelligent, sustainable and inclusive   capital. The city’s image will benefit from a new positive outlook as a
                                                    developments. This is why the power of context is important to us,          success story, promoting responsibility and proactive attitude as key
                                                    because this title can light up the spark that will carry our process       values of a European community.
                                                    forward and we are ready to start this challenging journey.

18   Baia Mare 2021 - European Capital of Culture                                                                                                                 Contribution to the long-term strategy      Contribution to the long-term strategy   Baia Mare 2021 - European Capital of Culture   19
In order to get a real feel of how

     Meet: Izabella, single mother                                                                                                                                                                       A one day
                                                                                                                                                                                                                                                          Meet: PAUL, FILM DIRECTOR
                                                                                                                                                                                                                     Baia Mare is going to be like 14
                                                                                                                                                                                                                     years after being nominated the

                                                                                                                                                                                                         journey.    European Capital of Culture in
                                                                                                                                                                                                                     2021, we simulated a couple of
                                                                                                                                                                                                                     before and after interviews with
     I am Izabella, a single mom of two, trying to balance my life between my work in an educational NGO and my personal life.                                                                                                                            I’m Paul Manolescu, a film director, photographer and musician from Bucharest. I’m going to Baia Mare to shoot
     Each day of every week, I am constantly going from one place to the other, handling professional activities, the kids and the house chores.                                                         Now         two real life characters in order
                                                                                                                                                                                                                     to see the real impact it would      a medium feature documentary with a local crew. Time management is critical in my line of work.

                                                                                                                                                                                                         and then.   have on their lives. Their visions
                                                                                                                                                                                                                     and needs made us understand
                                                                                                                                                                                                                     in-depth the potential impact of
        A hectic day in 2015                                                                               A single’s mom proactive day in 2030                                                                      the ECoC title and the projected        A creative industry professional in 2015                                                            A film producer’s work experience in Baia Mare, 2030
                                                                                                                                                                                                                     results of our strategy.

     6:00 AM – I hate my alarm clock! I don’t have the time for my morning exercises, I have            7.00 AM     – Time to get up for a brand new day and start it with my morning run.                                                                6.00 AM – It’s Monday, I’ve arrived in Baia Mare by train, after a 10 hours journey. There          7.30 AM – My plane just landed in Baia Mare, after a 40 minutes flight from Bucharest.
     to prepare lunch and breakfast. I try to feed my kids as healthy as possible; everything I cook                                                                                                                                                      is no plane connection from Bucharest to Baia Mare with a Monday morning landing. I                 I’ve rented a car online and it is waiting for me at the airport. I have booked, as usual, a room
     for them is organic, from the market and other trustful sources, even if that is a quite time      7.30 AM – I can wake up the kids now, serve them breakfast and put them on the school                                                             wonder why…                                                                                         in a central apart-hotel on Airbnb.
     consuming. The health of my kids is worth it though.                                               bus. They are attending the Art School.
                                                                                                                                                                                                                                                          7.30 AM – I arrive at my inn for the check in. Surprise! I have to wait, they say. 20               8.00 AM     – I am in the Old Center enjoying one of the best coffees ever and a
     7.30 AM     – The traffic is unusually crowded this morning, everybody wants to drop their         8.00 AM     – I am connecting my tablet to the TV and making some online shopping. The                                                            minutes, for the night switch to be changed. I am asking for internet connection, maybe I           complementary iPad to read the news. The city is slowly getting alive. A stage is being built
     kids in front of the school gate. I’m leaving home early, parking the car on a side street so      farmers I am buying groceries from will come tomorrow in the city, so the order must be                                                           could work in the meantime.                                                                         up for a concert this evening, and some photo enthusiasts experiment with the morning light.
     we can walk a bit to school. I want to teach them to safely cross the street and enjoy a few       placed today. It’s a beautiful day and I decide to ride my bike to the office.
     minutes in the morning fresh air.                                                                                                                                                                                                                    8.00 AM     – Finally, I have my room, my Wi-Fi password and complementary filter coffee            8.15 AM     – I have a conference call with one of my partners from Cape Town. I can connect
                                                                                                        9.00 AM    – At the office everybody is enthusiastic. We have successfully crowdfunded the                                                        in the lobby waiting for my ride.                                                                   to the free Wi-Fi hotspot provided by the local administration. The waiters ask me if I want to
     8.30 AM     – I have a meeting in the city center with one of the local businessmen; I want to     amount needed for the commedia dell’ arte show that will take place in the old city center                                                                                                                                                            use one of the meeting rooms provided by the café.
     convince him to become a donor for my NGO’s activities. The meeting point is not the best          next week. I am really proud of our volunteers. They’ve made a great interactive short film                                                       8.40 AM – I meet my local crew in the city’s Old Center. Nice bar, nice music, only one
     option I would choose for a business meeting, but it is the restaurant where my partner is         that promotes the show and the actors.                                                                                                            table busy, ours. Baia Mare is a really small town compared to Bucharest. The good part is          8.30 AM     – The film team arrives. Everything is in place. We have all the gear requested
     having his coffee every morning. Their Wi-Fi is weak, and the music is a bit too loud for me.                                                                                                                                                        that we could have come here by foot.                                                               online waiting for us in the lobby of the Creative Hub. Apparently they also can provide a
                                                                                                        10.30 AM – We start the staff-meeting, we have to plan the activities for the Youth Center                                                                                                                                                            screening room for free. We revise the script on the terrace.
     10.00 AM – The meeting wasn’t very promising. As most of the businessmen in Baia                   until the end of next the year. We have a conference call with our partners in Finland. On                                                        9.00 AM    – We have to rent some gear from Cluj-Napoca. The local setup is decent but I
     Mare, he doesn’t get involved to much in cultural activities, forgetting the fact that many        Friday, 15 Finnish youth workers from Finland will come to Baia Mare to implement a pilot                                                         need a high speed camera. I have to send someone right now. There is no online alternative          9.30 AM      – We have a stroll to the office. The city seems more active than the last time. I
     of our youth are using art as a way to express their feelings and needs. Sometimes I feel like     educational project.                                                                                                                              for that.                                                                                           love the air and the smell of the woods.
     fundraising alone is so difficult.
                                                                                                        12.30 PM – I want to register a fundraising consultancy startup, so I access by mobile phone                                                      10.00 AM – We hit the road, by foot this time, to scout the city and make the shooting              9.45 AM – Their office is hosted by a Startup Incubator close to the administrative
     10.30 AM – I am waiting in line at the Trade Register. I have to add a new domain                  the Trade Register platform, upload the documents in order to receive the authorization.                                                          strategy for the next filming days. I would like to rent a car and to see the surroundings as       complex. The authorities like to keep close to the private sector: if you start a creative business
     of activity to my company record in order to open an after-school business. Loads of               Status: your request is being processed. Estimated time to receive the confirmation:                                                              well, but it seems complicated. One of the guys offers to be my ride… Talking about local           here you can get subsidize rent for two years office with all the logistic support included. In
     documents to print, papers to sign, authorizations to be obtained, walking from one door to        30 minutes.                                                                                                                                       hospitality!                                                                                        one of the offices next door, a young former student of the Baia Mare University, has a 30
     another... plenty of time lost.                                                                                                                                                                                                                                                                                                                          employees company developing live translation software.
                                                                                                        1:45 PM   – I’m having an operative Skype meeting with our fundraising board. Our mentor                                                          12.15 PM     – I would like to find some good Italian food and a nice conversation. I have to
     1.00 PM      – The kids are waiting for me in front of the school gate. I am late, as always.      from Cape Town gives us some tips.                                                                                                                choose. Italian food or artistic crowd. Italian food is too expensive for artists. And I find out   12.30 PM – Time for lunch now. The incubator has a cool cafeteria open as a social
     The old one asks me once again why they cannot stay at school until 4 PM with her                                                                                                                                                                    that artists don’t meet for lunch, so I’ll go for Italian.                                          enterprise – all the profits are reinvested in cultural funding. Our food arrives. The delivery
     colleagues. . I answer her that I want to spend more time with them. In fact, I don’t want         2:00 PM     – The school bus arrives. We will have lunch at our favorite bio restaurant, were                                                                                                                                                         girl is from Helsinki and an exchange student. We talked in English, Romanian language
     them to eat the poor food at the school cafeteria, nor to spend time doing homework in class       we will meet my mom. I am also placing my order for dinner that will be delivered home,                                                           12.30 PM – Nice and cozy place, this restaurant. Pretty busy, so the food must be good              wasn’t yet an option. She just started language courses at the local youth center.
     and not learning how to learn by themselves.                                                       warm, in the evening. Mom is taking the kids in the park, as I go back to the office to                                                           here. And it is. The menu is both in Romanian and Italian. But where are the Italians? OK,
                                                                                                        prepare the workshop for this evening. It will be facilitated by one of our junior trainers on                                                    in the kitchen, I got it!                                                                           4.00 PM     – I need to get my car back from the old city center, so I book a bike using the
     1.30 PM      – We have the lunch I’ve made in the morning. At least it is healthy. Note to self:   Human Rights Education in Youth Work, a young Syrian.                                                                                                                                                                                                 city mobility mobile app. This service is for free for the tourists.
     call the diary provider for new supplies. Kids change their clothes and off we go again. I have                                                                                                                                                      2.00 PM    – I need a place with good internet connection and a printer. I have to prepare
     to be at the office at 14.45, but we can make a quick stop in the park.                            4:00 PM     – I took the kids to their theater classes. Now I can write for 3 hours on our                                                        my meeting with the Project Team, at 6 PM. I go for the public library. I would prefer a            7.30 PM    – I am having a salad in the living room, waiting for the evening to come. I could
                                                                                                        project in the office coffee shop, nearby.                                                                                                        coworking space with some nice coffee, but I hear that the local Creative Hub will open next        choose from a variety of hotels, but I am a regular guest here and it feels like home.
     2.45 PM    – Participants are arriving, class is almost full. For the next 3 hours I will be                                                                                                                                                         year.
     speaking about Human Rights Education in Youth Work in front of 30 local activists                 8.00 PM     – Finally at home. In 10 minutes, dinner will arrive. Kids are playing the “guess                                                                                                                                                         10.00 PM – Back in the Old Center just in time for the concert. A Hungarian band is
     on Human Rights. One of my NGO volunteers will take care of the girls who are doing                on what’s for dinner tonight” game and never give the right answer.                                                                               5.30 PM    – On my way to the meeting with the Project Team. I have only two things in              already on stage. The interactive public displays advertise a standup comedy show and a café-
     homework at my office.                                                                                                                                                                                                                               mind: to buy an external battery for my phone and to find a place with some privacy and a           theater show happening nearby. You would not say it’s Monday.
                                                                                                        9.30 PM    – We are ready to sleep. Kids want to video call my mom to tell “good night”.                                                          stable connection for my Skype calls tomorrow.
     7.30 PM     – Kids are still outside, alone, in the park. For the other kids, is a bit too late,   We read a bit and fall asleep.
     apparently. I am making dinner and hopefully they’ll be in bed by nine.                                                                                                                                                                              6.00 PM     – I’ve arrived in time for my meeting with the Project Team at their office. We
                                                                                                                                                                                                                                                          managed to get along regarding the calendar. The team wants to take me to a pub, for a
     10.00 PM – Finally I can stay still in one place and write on our project draft. The kids are                                                                                                                                                        concert. I am not sure about that, still I’ll follow the group. Apparently is bad luck to refuse
     sleeping, the phone stopped ringing, all is quiet. I can focus, finally.                                                                                                                                                                             an invitation.
                                                                                                                                                                                                                                                          11.00 PM – Back in my hotel room, after an amazing experience at the pub. A local band
                                                                                                                                                                                                                                                          was jamming some amazing jazz in some sort of restaurant.

20          Baia Mare 2021 - European Capital of Culture                                                                                                                                                                                                                                                                                                                                          Baia Mare 2021 - European Capital of Culture                      21
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