You are on page 1of 86

1

timisoara2021.ro
2

Timioara 2021 European Capital of Culture / Candidate City


INTRODUCTION / GENERAL CONSIDERATIONS

Why does your city wish to take part in the competition for the title of
European Capital of Culture?

E
urope relies on those cities where little sparkles can
constantly generate trans-continental transformations.
For this reason, TM2021 aims to become an open
experiment which overcomes the passivity in today's Europe.
TM2021 stimulates the individuals inner energy, which can
shine through and unite their community, their city and the 1
whole continent powered by culture.

What now? i acum? As a middle-sized city in the far west flagship of both the Banat region and
of Romania with 319.272 inhabitants, neighbouring Transylvania, carrying
How many times have we found close to the border with Hungary light throughout Romania and beyond
ourselves or the people around us and Serbia, Timioara is facing the its borders throughout the Balkans, in
asking this two-word rhetorical difficulties many cities in Europe the south and throughout Europe to the
question? It is the expression of our are also facing, but it is ready to act. centre, west, east and north.
passivity as a comfortable habit The city wants to take a chance of
of shifting the responsibility to translating the lost values of middle This application for the European
somewhere else. Unfortunately, too class - which have always been part of Capital of Culture (ECoC) title does not
often we come across this attitude its history in a contemporary scenario. want to look at the past. Instead, it is a
among todays Europeans. The city The people of Timioara have lived call to action to make changes happen
programme for the European Capital a life inspired by entrepreneurship, through culture in the Europe of today.
of Culture in 2021 fights against this multi-confessionalism, multi- and It is culture that offers a safe place
energy-draining apathy-inducing interculturality and active civic society left to develop creative solutions that
attitude. while encouraging their comunities work on passivity and learn from each
to follow the same values. In the other. Therefore, as European Capital
consultation process we carried out of Culture, we will offer an array of
Passivity is a main problem in the
with citizens in the last years, they programmes founded on the inherent
Europe of today have expressed the longing that it is transforming power of each individual
time to retrieve those values which within their respective communities
The gap in Europe between the poor
gave the city the inspiration to be the across Europe.
and rich widens, tensions between
religions arise, there is an increasing
distrust in democratic structures and
participation in political life erodes
further. The disappearance of middle
class values is damaging the economic,
social and cultural stability of our
continent. Radicalism and xenophobia
appear at the horizon. Instead passivity
is comforting, while in relationships
with others, only the opportunity of
disagreement takes the individual out
of the comfort zone. It is time to re-
establish a dialogue, to take a critical
attitude and to decide what kind of
Europeans we want to be, which are
our common and specific values as
Europeans.

timisoara2021.ro
INTRODUCTION / GENERAL CONSIDERATIONS

Shine your light can culture generate opinions and Europe, the first public lending library
influence decision-making. In other and telegraphic and phone service in
By accepting the challenge of the words, culture is the last free zone to what is now Romania, the first cinema
Candidacy, Timioara has asked its being a European citizen. screening, the first public swimming
citizens about their current urgencies. pool and the first football stadium
Issues which repeatedly emerged are in Romania, and the only European
the lack of civic energy, intolerance Light up your city city with three state theatres in three
towards marginalised groups, the different languages. In 1989 the sparkle
loss of public space, the lack of an Geographically situated at the
of the civic revolution toppled the
international profile of the city meeting point of many cultures,
communist regime in the country.
and of the region defined by multi- from west to east and from south

2 and interculturality which is truly


contemporary European, and the lack
to north, Timioara has a history of
being cosmopolitan and ecumenical, Shine your light - Light up your city!

Nowadays, Timioara is at the forefront


of medicine, technology and IT
breakthroughs in the region. Thus it
is the moment to recreate the history
of the city in a new European scenario
and to restore those middle-class
values the city has always exported,
such as cooperation and harmony,
tolerance and civic responsibility, in
a very contemporary context where
entrepreneurship is to be understood
within a network, where religions
learn values and spiritual energy
from each other and real freedom is
in culturally-diverse relationships. For
this reason, the Candidacy is about
the relationship with the other, about
how to build the bond between the
individual and the community, and
how to learn to be a European citizen
of a common vision. Therefore, we with over 30 cultures and ethnic and light up the city through culture.
have chosen to design our TM2021 community groups - including
cultural programme around these Germans, Hungarians, Serbians, For the people of Timioara, culture
urgencies, starting with the inner Bulgarians having lived alongside is the wave to speed up change
energy and inherent strengths of the each other for centuries. Orthodox, at political, religious, economic,
individuals to make a difference within Catholics, Jews, Protestants, Lutherans, educational and social levels.
their own circles of influence, be they Reformists and other religions have Therefore, the programme we propose
their close family network, their far- freely worshipped together. The place for the European Capital of Culture
away facebook friends as in Addictive was an engine in the region which will reach out into these areas. We
Lights, their neighbourhoods, their offered people the opportunity to move wish to create a common platform
schools as in Dare to Shine, their cities, forward and let others do the same. for culture advocacy which facilitates
their countries and even the continent Furthermore, Timioaras diaspora rethinking of the system in terms of
and the world like the closing event. has spread all around the continent, cultural and social engagement, acts on
having the possibility to interact with increasing the local authorities budget
The result of restoring this energy is other Europeans, by facing the same for cultural activities, and incorporates
the transformation of the individual cultural challenges from a different the creative industries in the long-term
into a citizen who is able to light up the perspective. economic strategy of the city and of the
city. Therefore, in relation with others, region.
just as you have a reason for dialogue Throughout its history, Timioara has
and interaction with the community, been a city of little sparkles that started
you can shine the light. If the title of trans-continental transformations.
European Capital of Culture is awarded The first city in the Austro-Hungarian
to us, we intend to find more concrete Monarchy to have street lights and
reasons for the individual to go out later the first city in continental Europe
of their comfort zone into the public with electric street lights, the first
space, to leave passivity behind and newspaper in what is now Romania
experience engagement through and the first newspaper in German
culture. Only in this common space in East-Central and South-Eastern

Timioara 2021 European Capital of Culture / Candidate City


INTRODUCTION / GENERAL CONSIDERATIONS

Does your city plan to involve its surrounding area?


Explain this choice.

O
ur approach to involve the surrounding area is not
merely based on geographical criteria. Instead we are
planning to involve people who feel a deeply-rooted
emotional connection to Timioara. These are people from
afar - the diaspora; from nearby - the people living in the Banat
region (presently stretching over three countries: Romania, 3
Serbia and Hungary); and from here - the population of
Timioara.

Since the 18th century up until the The first wave saw the emergence trained professionals and skilled
Second World War, the city was a of the ethnic diaspora, who moved labourers, but also seasonal workers
powerhouse fuelling the economic abroad in masses in the second half in Italy, Spain, Germany, and France.
development in the Banat region of the twentieth century. The so- They will become our ambassadors
with an echo through Central and called Banater Schwaben, more than for two reasons: they still maintain
Southeastern Europe. This drive was 100.000 strong, are mainly German transnational connections with the
also powered by the citys openness farmers and one of the most important family left at home, and in migration
to Western Europe, making Timioara communities of the Banat region, their local pride is reactivated and they
a quintessential European city. Thus, along with the Romanians and Serbs. become more civically oriented.
our surroundings are the whole of During the communist period and
Central and Southeastern Europe. after the revolution they gradually
We approach them on three levels left the country. In 1992, there were Timioara in the Region - Banat in
representing the citys ties with Europe, just over 13.000 Germans living in Timioara
the Banat region and Romania. Timioara, while at the 2011 census
On the regional level, we have
there were 4.193. The once-thriving
three frameworks which can help
Jewish community numbered 13.000
Timioara in Europe - Europe in us build connections and which
persons after the Second World War,
Timioara makes Timioara an incubator
while today there are only 600. The
for transnational and national
Hungarian ethnic group also decreased
Szeged, Novi Sad, Graz, Karlsruhe and collaboration projects.
from almost 30.000 people in 1992 to
Mulhouse are among the most active
half in 2011.
twin cities of Timioara. We have Timioara is situated in the far
close partnerships with these cities, western part of the country, with
The Banater Schwaben hold regular
and exchange cultural programmes a population of 319.272. Within
meetings in Germany where they
which we want to develop further with a radius of 600 kilometres, there
celebrate their common heritage
TM2021.These partnerships enable are seven major capital cities of
and links with Romania. Every year,
us to spread our wings from the far Central and Southeastern Europe:
they return to Timioara to celebrate
western to the far eastern corners of Bucharest, Bratislava, Belgrade,
traditional holidays. The German and
the continent. Budapest, Skopje, Zagreb and
Hungarian communities established
Vienna. This will enable us to build
cultural institutions like the German
When it comes to the diaspora valuable connections with these
State Theatre, the Hungarian State
dispersed across Europe and the world, major cultural, political and
Theatre, the German Cultural Centre,
they still maintain their long-lasting administrative centres.
the Austrian Library and the German
connections with their hometown,
Forum.
and it is these connections we want to A second framework of cooperation
build upon in our TM2021 programme. is the DanubeCriMureTisza
The second wave of emigration took
Official statistics show that almost Euroregion (DKMT) of which
place after the 1989 Revolution.
110.112 people have left in the last 25 Timioara is part, being also the
Timioara has seen its brightest young
years, but in reality these figures are largest city. Covering 70.000 km2,
people and important workforce leave
likely to be much higher. this stretches over the southeastern
for Western Europe. Many Romanians
area of the Carpathian Basin, with
from the Banat region are mostly

timisoara2021.ro
INTRODUCTION / GENERAL CONSIDERATIONS

a population of about 5.3 million. collaboration in many EU-funded from struggling cities like Reia, once
This also connects Timioara to projects and the establishment of a thriving industrial city, now in a
the Danube via the Bega Canal, the Regional Office for Cross-border constant state of decline.
a connection the city is trying Cooperation in Timioara.
to re-establish, not just on an By involving all these people who have
infrastructural level, but also a close or distant relation with the city
on a cultural one. That is why Timioara in Romania - Romania in in programmes like Flash of Memory
Timioara was the host of the third Timioara or the closing event, we are bestowing
International Danube Conference them the name of Timioreni - citizens
Timioara is at the centre of one of
on Culture entitled Danube - The of Timioara - and we welcome them to
the eight development regions of
River as an Experience organised in our TM2021 community, which spreads
4 June 2015 by our Association.
Romania, making the city an important
economic and cultural hub, attracting
around the whole world.

waves of internal immigration as


Timioara is also the capital city
well. Young people from neighbouring
of the historic region of Banat,
counties move to Timioara either to
which has a population of around
study or to work. Many of them are
1.7 million. This has facilitated the

Timioara 2021 European Capital of Culture / Candidate City


INTRODUCTION / GENERAL CONSIDERATIONS

Explain briefly the overall cultural profile of your city.

T
imioara is defined by culture, experiment, innovation
and heritage. Rather, for now, it is known for its IT&C and
automotive industry.

Timioara has a renowned cultural


heritage where the arts have
Shortfalls contemporary performing art took
place in Timioara, in the ruins of
5
thrived. Experimenting with new Nevertheless, there is still a lack of what is now the restored Timioara Art
forms of artistic expressions and the cultural coherence, capacity building Museum, the Baroque Palace.
creative industries, particularly the and audience development, a lack
IT&C, has contributed to the overall of strategic direction and cultural With all its deficiencies, Timioara is
economic development of the city. innovation. Very modest, and few, still a city where creativity, solidarity,
Yet, Timioara lacks a well-defined initiatives have been organised in these connectivity and responsibility
international cultural profile and directions. One example is Plai Festival, complement an open attitude, and this
the instrument to make the much an international world music and art is what makes Timioara stand out.
needed connections between the festival, in its 10th year. Plai Festival The citizens are proud of their city and
local and the international contexts. is a volunteer-run event held in the believe it needs to be maintained and
Banat Village Museum of Timioara, nurtured for future generations.
Recent steps which is a great example of audience
development. Other examples are
Some promising small steps to Ambasada as a creative incubator
recognise the economic potential of for cultural startups, the Museum of
culture as essential investment have the Communist Consumer, and the
recently been taken. First the local Simultan Festival, an annual festival
budget for cultural activities has dedicated to media art and artistic
trebled for the last three years. The experiment.
second remarkable step was the long-
term cultural strategy (2014 - 2024).
Future steps
Despite these noteworthy efforts, Timioara aims to brand itself as the
Timioara is yet to become a city where the IT world and culture
progressive cultural city with an meet. While the IT sector can claim a
appropriate cultural infrastructure. good international profile while still
Out of the 30.479.861 million lei staying locally rooted, the cultural
(7 million) representing the local sector cannot claim the same. Hence,
budget for culture in 2014, a little there is little evidence of these two
over 12% reached independent entities working in tandem, yet. The
cultural initiatives, thus inhibiting aim is for the economic strategy to be
the stimulation of the local creative aligned with the cultural strategy of the
industries and their long-term city and vice-versa.
sustainability. The situation is not
different at regional (the Timi County) During the industrial revolution,
level, where 85% of the budget for Timioara had an emerging middle
culture goes to public institutions and class among whose values were a
15% to the cultural agenda. Despite this cultivated taste for culture. During
shortfall, Timioara can pass as a very the communist regime, Timioara was
vibrant artistic city, since the yearly the only city in Romania where artists
agenda looks impressive with around were allowed to perform cultural
3.500 to 4.000 cultural and artistic interventions in public. After the
events. 1989 Revolution, the first festivals of

timisoara2021.ro
INTRODUCTION / GENERAL CONSIDERATIONS

Explain the concept of the programme which would be launched if the city
is designated as European Capital of Culture.

S
hine your light - Light up your city! captures the
reflection of the inner energy and the individual values
into the community, followed by their dispersal over pan-
European borders from where they travel back imbued with
new meanings.
6 The purpose of our programme for This includes the lack of action includes the lack of awareness of
the European Capital of Culture is needed to turn change into the relationship of humankind with
to generate, through culture, the decision-making; the environment.
energy that the individual needs
to rediscover the connection with increase of EXCLUSION towards These urgencies taken separately are
the community and the willingness marginalised groups, namely Roma common to many European cities,
to take the future into her/his people, disabled, migrants and but all together is what makes them
own hands. The concept of our low-income people. Whereas in specific to the city of Timioara.
programme is that by sharing your the past we were such multi- and
cultural identity and memories with inter-cultural society, now we have The aim of our cultural programme
others, or as we call it - Shine the lost the cultural strengths of living is to offer in 2021 an array of
light, you transfer human energy in diversity and we tend to separate interventions that throughout the co-
into the community and build a instead of include the other; creation of cultural contents recreate
new sense of citizenship, or as we an active European citizenship. The
call it - Light up the city. This new distrust in common ownership cultural programme is the medium that
sense of European citizenship is of PUBLIC SPACE and disbelieve stimulates and generates a proactive
inclusive, caring, responsible and that public space is where changes civic involvement.
also technology-minded, competent take place. This is mainly due to
and confident. commercial speculation, limited
access due to bureaucracy, poor Our approach is coherent in
In our work with the community design, neglect and also vandalism; the concept
during the last four years, we have
Shine your Light! is our participation
identified those urgencies that reflect lack of a visible INTERNATIONAL
strategy. It works with the principle
both the aspirations of the citizens and PROFILE of the city, since its
of inspiration - a gentle push for
the problems which prevent the city enlightened identity was destroyed
engagement and yet, stronger than an
from becoming the place its citizens by the totalitarian regime, and
invitation. Basically, the way we work
want it to be. afterwards by private interests, and
is that artist-activists look over the
has not been strongly redeveloped
shoulder of the individual to see what
yet into the contemporary version
Our strategy is to work blocks him or her from releasing their
of the interconnected and authentic
with urgencies inner energy in the community, and co-
place that used to be;
create authentic and powerful cultural
These necessities for change give interventions that try to take away
no shared VISION of the future,
meaning to the programme: those blockages. The artistic initiatives
since there is no common
are able to stir the status quo, highlight
understanding of the past and
lack of CIVIC ENERGY to speak dysfunctionalities ignored by decision
the present, and no trust in the
out, take responsibility and act makers, and propose experimental
democratic systems to truly
as citizens in the context of the approaches to the challenges faced by
implement any commonly-
community and the neighbourhood. society.
developed strategy. This also

CIVIC ENERGY TOLERANCE


Inner Light Shared Sight

OPENING EVENT

accelerate expose reflect

Timioara 2021 European Capital of Culture / Candidate City


INTRODUCTION / GENERAL CONSIDERATIONS

Light up your city is our confidence to initiate citizen-led thus embracing the benefits of living
communication strategy. Reflection is actions, funding mechanisms and new together in diversity.
the principle that works as an echo business models for citizen initiatives,
effect, that makes the messages more accessibility of public spaces and Light and Dark Spaces is an opportunity
intense and repetitive, sent from services, educational programmes to penetrate the rigid mentality which
Europe to Timioara and bouncing involving an intergenerational holds back many Europeans from
back. As people in our city tend to pay audience, exchanges with international new social experiences. People are
more attention to the diaspora and art and cultural institutions. invited to explore places they do not
the international media and social usually look at, because of the way they
channels, we will send out messages are publicly perceived. The eyes will
that bounce back via the European Our programme reflects also open to unexpected new vertical
network of our citizens, with a higher the civic reality dimension of the city: the space above. 7
intensity for the local audience.
During consultations and debates with
Light over Borders brings onto the
members of the local, European and
Shine your light - Light up your city! Timioara stage an array of European
regional community, urgencies have
is our artistic vision. It is the overall cultural interventions and initiatives.
been developed into the essentials of
integrating approach that initiates All major cultural operators in the city,
the artistic concept. The result is that
and accelerates the radiation from in partnership with European peers,
each of the five urgencies has its own
the source - the individual and her/his put together an extensive programme
strand with a flagship and main events.
culture and experiences - to a target - floating downstream towards new
the community - with intrusive effects public and networking opportunities.
We envisage our opening ceremony,
in society, which remove passivity and The abundance of encounters will
Light My Fire, as an event literally
release civic energy for engagement lead the quest to explore diversity and
powered by people. The polymorphous
and art. difference, but also to underline basic
performance, gathering a huge crowd
common humanity.
of people and the attention of the world
Our audience development strategy
is meant to accelerate each individuals
is to inspire through meaningful Towards the end of our year-long
longing to experience new ways of
artistic works and projects, thus artistic programme we hope people are
relating to each other, and show their
widening the individuals perspective prepared to widen their perspective.
openness for engagement in the larger
and accelerating the embedding into Lightscapes shows the need to globalise
community.
the mainstream consciousness. Our our thinking in order to create thriving
strategy is to transform individual local communities. It also defines the
Inner Light invites people to expose
culture and memories from isolated vision for the future and reveals the
their own stories, memories and
bubbles into growing clusters of citizen Insights of the legacy which TM2021
experiences to turn them into a
action, by working with the direct leaves behind.
propellant for civic action. As Europe is
connection between active audiences
experiencing a digital divide between
and active citizenship. As there is an On 20 December 2021 Timioara is
generations, the programme aims to
increasing hunger for dialogue, debate, ready to re-start along with the places
challenge each individuals status quo.
co-creation and interaction, our artistic and the cities where the radiation
We transform the youths technology-
programme offers a response through of energy from Timioara has been
induced trance into purposeful
that type of cultural participation that spread in a human geography of
collaborative action, while engaging
increases the likelihood of broader empathy, exchanges and interactions.
with the older generations, and
civic engagement. At the end of that magic night all the
creating new opportunities to make the
citizens will ride A Never Ending Ray
common European heritage accessible.
Examples in our programme include, of Light rising from Timioara in the
but are not limited to, open and direction of the new ECoC cities.
Shared Sight is about encouraging
transparent consultations and decision-
Europeans to reflect on and change
making processes for public spaces
the way they relate to each other,
and services, a degree of trust and

PUBLIC SPACE INTERNATIONAL LACK OF VISION


PROFILE
Light and Light over Lightscapes
Dark Spaces Borders

CLOSING EVENT

penetrate network globalise re-start

timisoara2021.ro
1. CONTRIBUTION TO THE LONG-TERM STRATEGY

Describe the cultural strategy that is in place in your city at the time of the
application, as well as the citys plans to strengthen the capacity of the
cultural and creative sectors, including through the development of long
term links between these sectors and the economic and social sectors in
your city. What are the plans for sustaining the cultural activities beyond
the year of the title?

T
he cultural strategy acknowledges the diverse and
dynamic cultural activities which have taken place in the
8 city. It realises the strong connections Timioara has
with the other cities in the region and it considers the strategic
position of Timioara in the heart of the Euro-region which
includes parts of Serbia and Hungary.
Timioara is the first city in Romania to have such a long-term
public policy document.

In October 2014, the local authorities art is encouraged in an active term sustainability. This includes a
published the cultural strategy for manner with a special interest first-year mentoring scheme which
the following ten years after more towards experimentation and would enable economic agents, and
than one year of public consultations, interdisciplinary; the IT sector, to help the cultural and
workshops and debates held with the 3. Involved Timioara: cultural unity creative industry agents to become
local cultural sector, since this has and diversity live side-by-side and profitable and sustainable. During the
been among the top four priorities the city identity, in its continuous year, programmes such as Addictive
and an integral part of the overall efforts to redefine itself, is rooted Lights, Brilliant, Insights or the closing
development of the city. in the multicultural, multilinguistic event are based on a close cooperation
and multiconfessional profile of the between the cultural sector and a
The main objective is the development city; variety of business representatives
of the city through culture and the 4. Connected Timioara: connected from technology companies to small
creative industries, by collaboration to the contemporary artistic creative start-ups.
with other sectors and with other cities movements in Romania and
in the region, in the country and across Europe;
the continent. 5. Responsible Timioara: the Long-term sustainability plans
natural and man-made heritage is
The vision for the next ten years
The strategy draws on the analysis of protected, with good and generous
concentrates on building on the
twelve public policy documents (see public spaces offering a diverse
inherent character of the city defined
below) which acknowledge culture as cultural and artistic experience.
by experiment and disciplinary
a development factor for the city and
mix. This direction has been the
the region, as well as on numerous
Links with the economic and key recommendation of the cultural
participative workshops, focus groups
strategy, as well as the outcome of the
and qualitative interviews involving social sectors
workshops carried out by the TM2021
almost 2.000 individuals, aiming to
While the cultural sector has developed Association.
highlight the contribution of culture to
strong links with the social sector
the long-term development of the city
(such as the Pentru Voi [For You] Among the strategic recommendations
and the region.
organisation which promotes the are: the creation of a cultural hub to
social integration of people with support emerging artists; a platform
Following these consultations the
mental disabilities), it cannot boast for cultural startups including financial
strategy identifies five main directions
the same closeness with the private support for the first year; new spaces
together with their objectives:
sector. One of the weaknesses of the of artistic production and exhibition
cultural sector is its reliance on public so that contemporary art is accessible
1. Open Timioara: cultural
funds and subsequently its inability in public spaces. Other long-term
governance is based on
to attract private funding. This limits recommendations are: investment
participatory democracy, where
its capacity to develop and engage in human resources involved in the
the public sector creates a suitable
with new segments of audiences. creative industries; stimulation of
environment for excellent cultural
However, the strategy strongly suggests artistic mobility; developing long-term
activities;
developing these links for their long- links between the economic sector
2. Creative Timioara: contemporary

Timioara 2021 European Capital of Culture / Candidate City


1. CONTRIBUTION TO THE LONG-TERM STRATEGY

and the cultural and creative industry; Public Policy Documents 6. Strategy for the Development of
engaging and reaching out to new the Western Region 2014-2020,
segments of audience; developing 1. General Concept of Urban based on which the West Regional
regional and cross-border cultural Development (Master plan) part of Development Agency of Romania
networks. the General Urban Plan, 2012; has allocated 642 million of
2. The Sustainable Urban Mobility European funds;
The document rightly notes that not Plan in development in 2015, with 7. IPA Programme for the cross-border
only the cultural offer of the city needs an estimated budget of 70-100 collaboration between Romania
to be developed sustainably but also million, integrating Vision 2030 and Serbia 2014-2020, with a total
the community itself, with a greater General Development Strategy for budget of 88 million;
concern for the younger generation. the Traffic within Timioara and the 8. Interreg V-A Programme between
Metropolitan Surrounding Areas Romania and Hungary 20142020, 9
The proposed institutional framework from 2008; with a total budget of 232 million;
for sustaining the long term activities 3. Socio-Economic Development 9. Study of the Development Potential
of the city beyond the year of the title Strategy for the Timi County of Timioara and Arad, 2013, having
is a shared responsibility between the 2009-2015, estimated at around an estimated budget of 6.820
Communication Department of the 870 million, now being continued million;
Municipality of Timioara and a newly- through the Socio-Economic 10. Integrated Development Plan of
recommended Centre for Cultural Development Strategy for the the Timioara City Hall 2012, of 70
Projects. Given the large budget it will Timi County 2015 - 2020, in public million;
administer for cultural initiatives, this consultation; 11. Historical Study of the Protected
institution is subjected to the principles 4. The Strategy of the Management Built Areas Timioara 2011;
of transparency and accountability, of the Green Public Spaces in 12. Strategic planning based on the
therefore any political influence should Timioara 2010-2020, of around analysis of the eligible programme
be monitored by the civil society. 16-17 million; area of Cross Border Cooperation
5. Joint Development Strategy for Programme between Romania and
Through TM2021 we want to build the Development of the Tourist Hungary.
on the good things which enrich the Potential of the Bega Canal in
cultural life of the city and make them the Romanian-Serbia Area, 2014,
better with the purpose of developing with an estimated budget of 195
audiences at local, regional and million;
international level.

How is the European Capital of Culture action included in this strategy?

T
imioaras candidacy for the ECoC title is acknowledged
in the citys cultural strategy. It is envisaged that the
cultural strategy and the TM2021 programme will work
in tandem, and one should not be mistaken for the other as
they are two distinctive projects which strengthen each other.

The strategy supports the candidacy, candidacy prompted an increase in the and the programme of the European
providing a vision for the cultural local budget for culture. Capitals of Culture 2021-2030.
development of the city before and
after 2021. The TM2021 programme The timeline of the whole cultural In conclusion, the cultural strategy
is founded on, as well as contributes strategy integrates the 2021 moment as acknowledges the role which the
to the strategy. The winning of the follows: Association will play in its long-term
title is not regarded as a goal per se, 2014-2016 - the preparation of the impact, should the candidacy bid be
but rather a means to boost cultural TM2021 bid; successful. Winning the ECoC title will
development and social change. 2017-2021 the preparation of revive the spirit of Timioara, thus
The Timioara European Capital the TM2021 cultural programme recovering, restoring and rethinking
of Culture Association was actively (should the bid be successful); the identity of the city. Nevertheless,
involved in all stages of shaping the 2022-2024 - the long-term the strategy can be implemented
cultural strategy. management of the legacy of the regardless of the bid outcome, but it
TM2021 programme. will probably not have the same boost.
The candidacy is analysed in terms The evaluation of the impact of the
of long-term implementation, cultural strategy used the Liverpool08
sustainability and impact. The European Capital of Culture, the
document acknowledges that the European Parliaments Agenda 21

timisoara2021.ro
1. CONTRIBUTION TO THE LONG-TERM STRATEGY

If your city is awarded the title of European Capital of Culture, what do you
think would be the long-term cultural, social and economic impact on the
city (including in terms of urban development)?

W
ith a possible ECoC year in Timioara, Europe
gets an open experiment with multiculturalism,
multiconfessionalism, active civic society and
entrepreneurship as a basis, and can therewith engage
10 individuals into European citizens.

These are central values that build commonly-developed motion of


stability in the turbulent Europe of what their cities are about. In
today. They are values well-rooted terms of employment our cultural
in Timioaras past, and although programme builds competences
pushed into the background during and provides links to business
the last decades, the city currently development. We do so by
reinvents them in a contemporary encouraging artists, activists,
European context. As identified causes citizens, media representatives,
of the citys status quo, the specific entrepreneurs, decision-makers
combination of our citys urgencies and politicians to contribute to and
have provided the underlying thread of build a shared vision for European
the cultural programme. cities to increase their international
profile.
The following long-term impact is
foreseen: The gradual transformative process
of the individual starts with the
The cultural impact is the participative strategy of inspiring
outcome of pursuing the values him/her to engage. It continues with
of multi-confessionalism and the communication strategy where
multi-culturalism: through the individual is encouraged to
ECoC interventions we prove the share their personal stories, which
transformative power of culture are then integrated and accelerated
in Europe especially by addressing by the artistic vision, until they
the urgency of increasing exclusion become a contagious radiation from
towards marginalised groups, the individual to the community.
namely religious (among others The audience development strategy
muslims), disabled, migrants and strengthens the process, by directly
poor people. connecting active audiences and active
citizens. Therefore, the candidacy
The social impact is the outcome leaves a lasting legacy on the cultural
of pursuing the value of active fabric of Timioara and of its partners,
civic society: through ECoC through the power of the individuals
interventions we empower the culture within their communities,
existing social capital in Europe which as a result, become cultural
to get organised and act as a neighbourhoods. The European
group especially in order to speak dimension frames the whole process
out, take responsibility and act of transformation, both of individuals
as citizens in the context of the and their communities, into a
community and the neighbourhood, contemporary scenario and anchors it
and to trust in their common into todays values and challenges.
ownership of public space.
Hence, the long-term impact is
The economic impact is structured as presented below:
the outcome of pursuing
entrepreneurship: through
ECoC interventions we enlarge
the shared vision and strengthen
European societies to share the

Timioara 2021 European Capital of Culture / Candidate City


1. CONTRIBUTION TO THE LONG-TERM STRATEGY

European dimension impacts


Addresses passivity, an energy-draining, apathy-inducing attitude

Aim: active European citizen


Extended citizens knowledge about European issues, especially regarding young, minorities, migrants and vulnerable groups;

Acknowledgment of Timioaras and its citizens role in the construction of Europe, especially of politicians, decision makers, civic
leaders, academics and media representatives;
11
Long lasting developed co-productions and exchanges with European artists, organisations, cities and regions.

Cultural impacts Social impacts Economic impacts, including visibility


Addresses exclusion of marginalised Addresses lack of civic energy and distrust Addresses lack of shared vision and of
groups in public-space ownership visible international profile

Aim: to stimulte multiculturalism Aim: to facilitate the emergence of an Aim: to encourage entrepreneurship
active civic society
Involved citizens in co-creation and Increased international profile of the city;
co-production of cultural experiences, Citizens sense of place and pride built
especially of marginalised groups through awareness of the ECoC and Evidenced effects on wider governance
namely Roma people, disabled, migrants changed perceptions; and democratic activity as a result of
and poor people; the ECoC process, at local, regional,
Strengthened facilities, capacity and national, cross-border and European
Strengthened facilities, capacity and opportunities for artistic community level;
opportunities of artistic content in projects in neighbourhoods;
Timioara itself; Citys improved tourism, economic,
Widened cultural access and urban and accessibility infrastructure;
Consolidated collaborations, networks participation, addressing audiences of
and shared structures, both within and all ages, education, geographical origin, Increased tourism sector;
outside the culture sector; language, social background, digital
literacy; Developed cultural and creative
Continuously-developed cultural industries sector and employment.
projects, unique, new, innovative and/ New audiences developed, by exposing
or experimental which offer different people, who usually avoid participation,
and various experiences for citizens and to cultural events going on in schools,
visitors; churches, social centres, parks and
squares;
Transformation of the image of the city;
Particular groups addressed as
Strengthened cultural policy of the city audiences, such as young and seniors;
and the local governance architecture
related. Developed volunteering opportunities.

Urban development impacts


changed mentality in terms of habits boost in social integration especially optimised mobility and accessibility of
and independent self-criticism; towards those parts of the city that employees and entrepreneurs;
suffer from exclusion;
understanding of the importance shared and agreed common view on the
of public space as place for rethinking of the consequences of international profile of the city;
experimentation; design of neighbourhoods on the
mobility between social strata; new cultural destinations.

Performance targets of the long-term


impacts and for the year itself can be
found on page 14.

timisoara2021.ro
1. CONTRIBUTION TO THE LONG-TERM STRATEGY

Describe your plans for monitoring and evaluating the impact of the
title on your city and for disseminating the results of the evaluation. In
particular, the following questions could be considered: Who will carry
out the evaluation? Will concrete objectives and milestones between
the designation and the year of the title be included in your evaluation
plan? What baseline studies or surveys if any will you intend to use?
What sort of information will you track and monitor? How will you define
success? Over what time frame and how regularly will the evaluation be
carried out?

T
12 he evaluation project for TM2021 must set up a rigorous,
independent evaluation system that establishes
a dialogue with the local community to create a
widespread culture of transparency and accountability, helping
local stakeholders to build trust in the project as a fair, win-win
game and a real opportunity for human, social and economic
development of Timioara.

In the Romanian context, we cannot bid, and Guidelines for the Cities own financial offer, knowledge-transfer
rely on a long history of setting up evaluation of the results of each ECoC, programme for local experts and young
evaluation systems for large cultural and with the bids general and specific researchers, and a programme for
programmes such as the ECoC. Thus, objectives. citizens consultation and involvement
in choosing the evaluation team, we in the evaluation process itself.
focused on three key criteria:
General objective A community of practice that has
1. Ensuring full independence of the reputational interests in evaluating
GO1. To build cultural neighbourhoods,
evaluator subject, to guarantee ECoCs and large scale cultural projects
to strengthen social cohesion and to
a fair, rigorous evaluation and a with a strong development focus, is
improve well-being in Timioara, its
useful basis of comparison with made with bidding institutions that
region and beyond, through and by
other ECoCs; are not chosen, the Romanian and
active European citizens.
international experts involved in the
2. Ensuring a strong competence evaluation of Sibiu 2007, other ECoCs
base, allowing an evaluation that Specific objectives in 2019-2020-2021-2023, cultural
complies with the best standards - observatories (like the Budapest
building on earlier experiences in SO1. To increase tolerance, acceptance Observatory) and with representatives
the region as in Sibiu 2007 and Pcs and inclusion among citizens and of the European Commisions DG EAC
2010 - and enables a substantial widen individuals cultural horizons, (wherever possible and appropriate).
knowledge transfer to the local within strong multi- and inter-cultural Together they will regularly engage
players; neighbourhoods and communities in in digital hangout sessions and in
Timioara, its region and beyond. occasional face-to-face meetings, and
3. Ensuring an in-depth knowledge will accompany the development
of the local context, to tailor the SO2. To increase civic awareness, of the evaluation activity through a
evaluation tools to the specificities knowledge, commitment and continuous exchange of information,
of Timioara and its territory. initiatives among citizens, within the opinions, and expertise, and will
context of an active, large and various have a direct insight in the kitchen
To this purpose, the evaluation team civic society, on the basis of common of evaluation of TM2021 and provide
features both local players (the West ownership of the city; peer-to-peer review. In principle, the
University of Timioara), and an community of practice should outlive
international partner, who cooperates SO3. To embrace and implement the ECoC programme itself, becoming
with a consultant that knows the a shared vision of the citys future a constant, long-term reference for
region, chosen through an open call by citizens and decision makers Timioara, and possibly for other
to European research institutions and increase visibility of the citys Romanian cities, as an expert hub
with a strong background in cultural international profile. for cultural evaluation. We expect to
evaluation. Proposals must comply learn, especially via cooperation with
with the European Commission Our choice of the international partner evaluation of culture in developing
requirements, in particular the ECoC will be on the basis of the competences countries, such as, for example with
2020-2023 Guide for Cities preparing the to deliver the best methodology, cultureradius.co.sa from South Africa.

Timioara 2021 European Capital of Culture / Candidate City


1. CONTRIBUTION TO THE LONG-TERM STRATEGY

In total 1% of the overall budget the level of European exposure and that accurately reflect them and are
is used for checking and making visibility of Timioara (SO3). effectively measurable on the basis of
visible the overall effects of the ECoC available data. We will also exchange
through evaluation and monitoring, The first stage of our baseline research views with other ECoC evaluation
practical working sessions with consists of all collected relevant teams to take advantage of ideas about
international and regional experts, documentation about the European new indicators, offering full reciprocity
public scorecards that show the Commission guidelines on ECoC in this respect.
progress on the implementation, data evaluation.
collection and tracking, data war There are two distinct dimensions of
rooms and master classes, citizens and In the second stage we continue success we are interested in:
artists sessions on design, information collecting all the evaluation studies
collection and analysis-communication conducted by external experts on ECoC whether or not the ECoC is able to 13
and involvement in the half yearly cities (including single city studies), accomplish its stated goals, which
information markets that are planned. such as the Palmer Reports and the are defined in terms of target
Ecorys ex-post evaluation of the 2012 values of the chosen indicators as
We use instruments as follows: ECoCs. specified above, and to what extent;

citizens focus groups involved The third phase collects all available whether the culture of evaluation
in the design, data collection and evaluation studies by ECoCs itself can become part of the
communication of monitoring themselves. professional framework and
outcomes; background of all local players as a
The fourth phase collects all the consequence of the ECoC evaluation
the ECoC Art Markets presenting research papers on the impact of ECoCs process.
the status and outcomes of the published in scientific journals.
monitoring and evaluation A useful way to tackle both criteria
programme; The fifth stage collects all relevant is to combine them as an integral
studies on the city of Timioara and part of the citizens participation
a balance score card displayed in its region, within the framework set process. In particular, during the
public space and on the web stating by the Timioara Cultural Strategy public consultation phase in the
the latest indicators of success and 2014-2024, possibly integrated by a new pre-ECoC years, we will spark a
their progress. study on the social and cultural capital professionally-moderated discussion
of Timioara, investigating current with all local stakeholders, including
Our concrete objectives are formulated levels of cultural participation. public administrations, companies and
with reference to the bids general cultural and civil society organisations,
and specific objectives, according to The evaluation team will carry out as to what we should consider as
the methodology proposed by the an in-depth meta-review of the first criteria for success. We will finalise
international partner. four stages, pinpointing the main the adopted success criteria with
methodological approaches, findings, the conclusion of the methodological
We expect to measure them by means and outstanding issues, and will set-up phase by Q2-2018. We think
of indicators highlighting aspects such analyse the fifth stage in a reference that by fixing target values through a
as: Policy Document. process of public consultation, we will
also stimulate the local community
the level of involvement of citizens The European Commission has set to appreciate the importance of
in co-creation and co-production of clear standards for the evaluation evaluating and benchmarking as a way
cultural experiences, especially of toolbox in terms of General, Specific to make better public decisions and to
marginalised groups, namely Roma and Operational Objectives and their learn from experience.
people, disabled, migrants and poor pool of core indicators in the ECoC
people (GO1); 2020-2033 Guidelines. This will be a
central reference for our evaluation
the level of cultural access methodology, and will be integrally
and participation, addressing adopted as a precondition for the
audiences of every age, education, methodological proposals of bidding
geographical origin, language, international partners.
social background, digital literacy
(SO1); Also part of the preconditions for
the international partner selection
the development of new audiences, will be the possible formulation of
by engaging people who usually additional Operational Objectives,
avoid participation to cultural and possibly of an additional Specific
events, and particular socio- Objective, reflecting the thematic focus
demographic groups such as the of Timioaras bid as expressed by GO1
elderly and the teenagers (SO2); and SO3, and to develop indicators

timisoara2021.ro
1. CONTRIBUTION TO THE LONG-TERM STRATEGY

A first workshop with citizens, prepared by experts, has already taken place and led to this first table of indicators:

European dimension impacts


Extended citizens knowledge of European issues, especially of
young, minorities, migrants and vulnerable groups
50% of Timioreni
55% of young Timioreni
By 2022, 50% of Timioreni, 55% of young Timioreni, 60% 60% of minorities
of minorities, 65% of migrants, and 70% of vulnerable groups
14
65% of migrants
will know their basic human rights as European citizens. That 70% of vulnerable groups
percentage will increase yearly by at least 2-3%. Similar indicators
are put in place on stability and mobility, but also on the Europe
Direct contact points, for example.

Methods: Questionnaire surveys among residents (city and region).


Every Q4/Y19-23

Acknowledged Timioaras and citizens role in the construction of Europe, especially of


politicians, decision makers, civic leaders, academics and media representatives

By 2022, Timioara will have an independent strategic civic Advisory Board put in place
for representing the citys interests in its relationship with Europe and beyond, with
politicians, citizens and other stakeholders involved. Methods: Annual activity reports.
Independent experts reports.
Analysis of local and regional
Target in the long-term is to facilitate local appreciation of the diversity of European
public policies.
cultures, through concrete yearly initiatives. Direct contact points, for example. Every Q4/Y19-23; Every Q4/Y24-26.

Long-lasting developed co-productions and exchanges with By 2021

50%+ 3000+
European artists, organisations, cities and regions

By 2021: at least 50% of the cultural programme will be co-


produced through European partnerships; directly and indirectly
the ECoC cultural programme will involve at least 3.000 operators of the cultural programme at least 3.000 operators and
and artists from all over Europe; 100 European residence and will be co-produced through artists from all over Europe will
mobility programmes will be implemented; 100 internships, European partnerships be involved
exchanges and work share schemes in Europe will be offered to
cultural operators from Timioara.
Long Term

25%+ 5+
By 2022, 45% and in 2023 35% cross-border European
cooperation from the ECoC year will still be in place, and 10 new
cross-border European cooperations will be established. Target
in the long-term is to maintain at least 25% of cross-border
European cooperation from the ECoC year and to build yearly 5 The long-term target is to At least 5 new cross-border
new cross-border European cooperations. maintain at least 25% of cross- European cooperations will be
border European cooperation established yearly.
Methods: Quantitative analysis of the cultural programme.
from the ECoC year
Every Q4/Y19-23; Every Q4/Y24-26.

Cultural impacts
Involved citizens in co-creation and co-production of cultural

60% 30%
experiences, especially of marginalised groups

By 2021, 60% of the citys cultural programme provided by the


direct involvement of citizens through co-creation and co-
production of projects (in 2022 this should be 20%); 20% of the
artistic programme co-designed by cultural and ethnic minorities of the citys cultural increase of digital literacy in
and marginalised groups, including communitarian projects programme provided by the elder population
developed within neighbourhoods; 25% of the 65-80 year olds direct involvement of citizens
are active in transferring their knowledge of art or craftsmanship through co-creation and co-
to other generations; 45% of the 20-30 year-olds are active in production of projects
transferring their IT knowledge to seniors; 30% increase of digital
literacy in elder population. Target in the long-term is to increase Method: Quantitative analysis and surveys on audiences and outreach
yearly by 2%. (e.g. tickets sold, IT platforms traffic and up-loads, events data basis).
Every Q4/Y19-23; Every Q4/Y24-26.

Timioara 2021 European Capital of Culture / Candidate City


1. CONTRIBUTION TO THE LONG-TERM STRATEGY

Strengthened facilities, capacity and opportunities of artistic By 2021

240 100%
content in Timioara itself

By 2021, 240 capacity building and exchange programmes will


be implemented for the cultural operators; 100% increase in
the number of active cultural operators; 25% increase of jobs in capacity building and increase in the number of
cultural fields; 25% increase of the cultural operators budget; 20% exchange programmes will be active cultural operators
increase of private funding resources for public cultural operators. implemented

Target in the long-term is to maintain the engagement level.

Method: Quantitative analysis of the cultural programme. Unconventional


25%
increase of jobs in cultural
25%
increase of the cultural 15
research methods (e.g. qualitative research done by artists).
Every Q4/Y19-23; Every Q4/Y24-26. fields operators budget

Consolidated collaborations, networks and shared structures,


245 new collaborations will be within, as well as outside, the culture sector
developed within and across
genres of cultural operators By 2021, 245 new collaborations will be developed within and
across genres of cultural operators; 140 new collaborations with
business, social and other sectors; the city and region will join and
be active in 120 international networks, arising from ECoC activity
and context.
140 new collaborations
with business, social
and other sectors Starting from 2022, 50% of cultural operators will take part in two
international projects each year.

Method: Quantitative analysis of the cultural programme. Unconventional


120 international networks that research methods (e.g. qualitative research done by artists).
Timioara will join and be active in Every Q4/Y19-23; Every Q4/Y24-26.

Continuously developed cultural projects, unique, new, innovative and/or experimental Method: Quantitative analysis
of the cultural programme.
Unconventional research methods
By 2022, 25 original art works produced and/or commissioned by cultural operators each year, with a
(e.g. qualitative research done by
5% yearly increase afterwards, and yearly implementation of 40 neighbourhood projects achieved by artists). Every Q4/Y19-23; Every
citizens in collaboration with public administration. Q4/Y24-26.

Transformed image of the city By 2021

90%
By 2021, 90% of people will believe culture has a very important
role in the economy of the future; 70% of people will say that of people will believe
Timioara is attractive to young people; 70% of people will say culture has a very
that the city is an innovative and creative city; 40.000 national and important role in the
local mass, social and new media articles with reference to ECoC, economy of the future
out of which 75% positive; 15.000 international mass, social and
new media articles with reference to ECoC, out of which 90%

70%
positive.
of people will say that Timioara is an
Method: Questionnaire surveys among residents (city and region). innovative and creative city;
Monitoring of the European, international and national media and social
media. Every Q4/Y19-23; Every Q4/Y24-26.

Strengthened cultural policy of the city and the related local governance architecture

By 2021, involvement of 40 public directors and officials in mobility projects and European Learning Method: Quantitative analysis
Partnerships; governance of the cultural scene, especially cross border, is focused on participation of the cultural programme.
Stakeholder interviews. Analysis
and development with the citizen; the citizen participation is secured within the Cultural Strategy
of strategy implementation reports
institutional design (put in practice in 2016); City Council of Timioara is actively involved in 12 and surveys. Every Q4/Y19-23;
relevant European cultural networks. Every Q4/Y24-26.

Social impacts
Citizens sense of place and pride re-built, through awareness of the ECoC
and changed perceptions
Method: Questionnaire surveys
By 2021, 80% of citizens in Timioara say ECoC developed more pride, joy, among residents (city and region).
social cohesion and optimism for the people. Every Q4/Y19-23; Every Q4/Y24-26.

timisoara2021.ro
1. CONTRIBUTION TO THE LONG-TERM STRATEGY

Strengthened facilities, capacity and opportunities of artistic communitarian projects in


Method: Analysis of urban
neighbourhoods
development reports.Stakeholder
interviews. Every Q4/Y19-23;
By 2021, 50% increase in re-use of empty and/or neglected industrial sites. Every Q4/Y24-26.

Widened cultural access and participation, addressing audiences By 2022

30% 50%
of all ages, education, geographical origin, language, social
background, digital literacy
16 By 2021, 8 million people in Europe were contacted for
co-creation projects, including via on-line platforms; participants
more visits to museums, rise in awareness of culture for
attended 2.000 ECoC events (per type of event we will analyse
theatres, concerts, art the 6-24 year olds.
demographics, e.g. % breakdown of audience by socioeconomic
exhibitions and literature
background - age, income, education levels, referencing European
events
Qualifications Framework).

By 2022, 30% more visits to museums, theatres, concerts, art


exhibitions and literature events and 50% rise in awareness of Method: Questionnaire surveys among residents (city and region).
culture for the 6-24 year olds. Quantitative analysis of the cultural programme.
Every Q4/Y19-23; Every Q4/Y24-26.

New and particular audiences and volunteering developed, by exposing people who usually avoid
participation to cultural events going on in schools, churches, social centres, parks and squares

By 2021, at least 65 socio-cultural operators involved in exchange programmes and refresher


courses on cultural production and audience engagement; 100% of primary school children, 75% of
secondary school children and 50% of high school children participate in cultural education; 25%
participation from groups with traditionally little affinity to culture; each year 100 children below
poverty line have direct access through facilities and subsidies to culture; 60% of citizens will declare Method: Quantitative analysis
themselves willing to do volunteer work; Timioara will have a core group of 1500 volunteers with and surveys on audiences and
outreach. Quantitative analysis of
strong networks in culture; starting with 2021, 100 labour-learning students each year in cultural and
the cultural programme.
creative sector; at least 10% of the artists will be hosted by local families. Every Q4/Y19-23; Every Q4/Y24-26.

Economic impacts
Citys increased international profile By 2021

By 2021, 30 million people in Europe have heard about Timioara;


90% of international visitors state that they would come back
to the region for culture/holiday/ leisure; 60% of 13-20 year olds
consider coming back after studying elsewhere; 75% of students
at the universities in Timioara consider staying in the area if they
30.000.000
people in Europe have heard about Timioara
can find a job; increased partnerships with foreign universities,
Method: Questionnaire surveys among residents (city and region).
exchange students and exchange of students.
Monitoring of the European, international and national media, social media
and websites. Every Q4/Y22-23; Every Q4/Y24-26.

Evidenced effects on wider governance and democratic activity at local, regional, national,
cross-border and European level

By 2022, there is coherence between existing institutions promoting a higher quality of life (culture,
Method: Analysis of the annual
sport, leisure time, science, innovation, education, economy), with an improved synergy with other EU Cultural Agenda of the city.
projects. Every Q4/Y22-23; Every Q4/Y24-26.

Grown tourism and cultural-creative industry sector By 2021

By 2021, 1.5 million visitors in Timioara; after 2021,


increase the average time of visit by 30%; after 2021,
10% increase of tourist spending budget; after 2021,
92 million income into the regional economy through
1.5M
visitors in Timioara
30%
increase in the average time
visitors. After 2022, achieve an annual inflow of of visit
600,000 visitors to the city, of whom 50% are from
abroad. By 2021, 25% increase in students for Cultural Method: Quantitative analysis (e.g. tickets sold, accommodation booked,
and Creative Industries sector and 25% increase of creative flights). Stakeholder interviews.
industry enterprises that grow sustainably for more than 3 years. Every Q4/Y22-23; Every Q4/Y24-26.

Timioara 2021 European Capital of Culture / Candidate City


2. EUROPEAN DIMENSION

Elaborate on the scope and quality of the activities:

Promoting the cultural diversity of Europe, intercultural dialogue and


greater mutual understanding between European citizens.

B
y the end of 2021, through our artistic programme, we
hope we will restore the values of cultural diversity,
intercultural dialogue and greater understanding
between Europeans, values which once were part of the social
fabric of the city and now they need a new contextualization
17
for the 21st century.

The commonly-shared European maintain it. For example, it is normal Timioaras European openness
values lay at the foundation and the to celebrate Easter in many ways if the has been facilitated by the
enlightenment of the 18th and 19th- members of the family follow different practice of plurilingualism and
century middle class in Timioara. traditions; or the civic spirit that was multiconfessionalism. At the beginning
We will revisit those values, restore also reflected during the Revolution of the 20th century, Timioaras
them and make use of them in a which was started by a priest who population spoke five languages,
contemporary context. We want belonged to both a cultural-linguistic Hungarian, German, Serbian,
Timioara to become a laboratory for and religious minority - a Protestant Romanian and Bulgarian. The main
these restored values in Europe. Magyar (Hungarian). This is what religious affiliations were Roman
defines Timioara. Catholic, Orthodox, Jewish, Greek
Catholic, Evangelical Lutheran and
The cultural diversity of Europe For TM2021 European diversity will Reformist - Calvinist*. During the
be a founding block of most of our Hungarian domination, Timioara
Our understanding of cultural programmes. For example, in the had the only multi-lingual local
diversity is the acknowledgment of Heritage in the Spotlights thousands administration in Central and Eastern
each individuals unique identity of heritage items are documented in Europe. This ethos stimulated a
given by his or her cultural, religious a collaborative and interdisciplinary multicultural citizenship within the
and social background. way and promoted through storytelling Banat region long before this became
by trained local guides, from a variety a vision and a value of Europe, laying
Diversity is ingrained in Timioaras of backgrounds, including Roma the foundation of the European Union.
DNA. This is the way we are, no matter youngsters, migrants, people with These features will be showcased in
what. The city has been a melting pot disabilities, elderly; six historical programmes such as Heritage in the
of cultures for centuries, assimilating neighbourhoods will become living Spotlights, Words of Light and Let There
three major influences: Ottoman, museums with the inhabitants being Be Light.
Austro-Hungarian and Romanian. the directors, curators and guides; and
Nevertheless, social identity was throughout the month of August we The multicultural citizenship is
constructed in the Banat not through will organise the Mega Bega Festival, characterised by an intermingling
nationality, but through culture and an event of European diversity. of cultures, by practices and habits
heritage. Values have always been based not on ethnic or religious
more important than ideologies. identities but on interculturality: a
Intercultural dialogue high number of inter-religious and
From the social behaviour perspective, inter-ethnical marriages, schools
Timioara was an example of multi- We cannot talk about with teaching in minority languages
and inter-cultural society for three multiculturality without attended by Romanian children as
hundred years, which made it possible interculturality. We see the well, press published in minoritys
for the city to be integrated into Europe intercultural dialogue as the unity language, the German and Hungarian
in the 18th century and to represent which binds together the religious, theatres attended not only by
the main link between the Catholics cultural and social diversity of our Germans or Magyars (Hungarians),
and the Orthodox, the Christians and community. a yearly ecumenical march attended
the Muslims, the Habsburgs and the by representatives of all Christian
Ottomans. The multicultural dimension This definition draws on the citys denominations. The political regimes
gave consistency to the anti-totalitarian and the regions long tradition of of the 20th century, however, did leave
resistance in the 20th century. multi- and interculturality based on scars. As the Germans from the Banat
a civic engagement from which it has emigrated, a certain reticence towards
The Timioreni are proud of this emerged, what is known in Romania as the Roma community and towards
plural heritage and they want to the spirit of Timioara. the newcomers from other Romanian

timisoara2021.ro
2. EUROPEAN DIMENSION

regions has slowly made its way into initiation of dialogue between cultures others do the same. These values
our communities. We are going to has been the norm in Timioara were achieved through wider access
address this issue in programmes since the Middle Ages. After 1918 to culture and education, closing the
such as Invisible/Visible and Flash of the population of Timioara resisted gap between rich and poor, speaking
Memory. the nationalistic temptations of the the language of others and sharing the
interwar period. When communism spiritual values of ones neighbours.
During TM2021 we aim to enhance gripped the country after the Second We will spread these shared values
this intercultural dialogue and World War they retained values such within society by producing and
celebrate the different languages as solidarity, tolerance and respect implementing educational projects
spoken in Timioara, not only by the regardless of the social group the in schools, artistic intervention of the
historic ethnic groups such as the individual belonged to. The fact theatre, music, film, social sciences and
18 Banatian dialect of Romanian and the that the anti-communist revolution humanities.
Schwabian dialect of German, but started in Timioara is proof that
also by new communities such Arabic, these commonly-shared values of our Circulating Skyscapes programme
Asian, Italian. We will organise Words communities could not be altered by illustrates the deep cultural effects of
of Light, a multilingual international the influences of nationalism. More individual mobility, metaphorically
programme curated by Guerrilla recently, with the great brain drain represented by people who lived
Translation and the Fraktura Literature which Timioara has experienced, under more than one sky and can
Festival. the city risks losing its identity given share their enriched views further in
by these values if it does not instil the communities.
ethos within the communities of the
Greater mutual understanding newcomers to the city.
between European citizens
Encouraging others to reach their
Peaceful coexistence, the potential has been a core value
acknowledgment of the diversity within the Banat community, where
within the community, and the individuals moved forward and let

Elaborate on the scope and quality of the activities:

Highlighting the common aspects of European cultures, heritage and


history, as well as European integration and current European themes.

O
ur strategy is to strengthen our relationship with
the enlightened cities and beyond, through artistic
exchanges, co-productions and co-creations, and by
doing this, create a wave that empowers us to rediscover the
open-minded social fabric of Europe, the shared history and
the common future.

Common aspects European cities similar to Timioara in values of immaterial culture, such as
the way they were built and the values cosmopolitanism, multiculturalism,
What bind Europeans together are the they promoted. Timioaras values education-oriented, entrepreneurship,
material and the immaterial culture, need to be understood within this social innovation, cultural hybridity
the buildings heritage and the people framework of enlightened cities: Koice and anti-nationalistic discourses,
(the living heritage), the past and the (Slovakia), Novi Sad (Serbia), Pilsen are reflected in the elements of the
future. We aim to discover shared (Czech Republic), Pcs (Hungary), material culture, the architecture,
transcultural values across Europe. Chernivtsi (Ukraine), Lviv (Ukraine), buildings, monuments, food. The
Krakw (Poland), Trieste (Italy), fitting image to reflect this spirit is
We do not have to look too far back Stuttgart (Germany), Ruse (Bulgaria) the Unirii Square in Timioara where
in history to discover a network of and beyond. Their commonly-shared three places of worship belonging to

Timioara 2021 European Capital of Culture / Candidate City


2. EUROPEAN DIMENSION

three different denominations share Current European themes anxiety and frustration. Labour Day
the public space. Let There Be Light Stripped to the Bone is a reminder to
will symbolically add to these the Besides sharing the heritage, history reconnect with those aspects that go
contemporary diversity of spiritual and culture, these cities also share beyond a materialistic, consumption-
beliefs in Europe. similar current European challenges. driven society.

European integration Misuse of public spaces is a concern Immigration is a critical issue in


for cities which inherited a lot of Europe. Timioara hosts the first
With such strong and clear values in buildings and infrastructure from the UNHCR Transit Refugee Centres in
mind, we envisage Timioara to be the 18th and 19th centuries. Timioara Europe. We include in our programme
European laboratory which advocates has the oldest manufacturing district people with refugee / migration
a more tolerant, open-minded in Romania, dating 1732-1744, but backgrounds willing to share their 19
and collaboration-driven Europe. also large areas of decayed socialist experiences and culture in safe spaces
Heritage in the Spotlight contributes industrial sites. We plan to address such as Chiaroscuro and Words of
to the European platforms for sharing the need to reclaim this space, Light.
common heritage of the past, Twinkling rehabilitate the buildings and create
Little Global Cities reflects the quest neighbourhoods with a strong
for a sustainable future for small and community spirit with programmes
medium-sized cities while Circulating such as Brilliant and Inspired View.
Skyscapes portrays the emerging new
European that assumes more than one Unemployment, is a constant worry,
cultural identity. especially for young people, adding

Elaborate on the scope and quality of the activities:

Featuring European artists, cooperation with operators and cities in


different countries, and transnational partnerships. Name some European
and international artists, operators and cities with which cooperation
is envisaged and specify the type of exchanges in question. Name the
transnational partnerships your city has already established or plans to
establish.

T
he whole artistic programme of TM2021 involves
European partners and prioritises a stronger and more
focused cooperation.

We have specific educational create and learn together. In Blossoms our programme Space - Where Dark
programmes on a digital divide such as and Transparent Walls we have a series Meets Light, a new version of DEEP
Addictive Lights, conducted by Trnsit of social projects for increased-risk SPACE run by Ars Electronica (AT) in
Projectes (ES) in collaboration with the groups and cultural activities with collaboration with the local Simultan
West University of Timioara -Social multiethnic or intercultural profiles, Association and Unstable Media / Dutch
Science Research Centre, and the EOS run by Opera Circus (UK), PartecipArte Electronic Art Festival. Media artists
Foundation, affiliated to Telecentre (IT), Mtaforum (FR), Aufbruch (DE) such as Jane Boyde (GB) and Laurie
Europe Network. Within Dare to Shine, and TeatroDentro TransFormas (ES), Frick (USA) and interactive designers
the Danish Network for Children in collaboration with the local The such as Sergio Galn (ES) will be also
(the advisory body of the Ministry Intercultural Institute from Timioara involved.
of Culture for childrens culture), and independent theatre companies
CRAFTed project (IR), will be invited such as Auleu. We have a core flagship, such as
to offer workshops and educational Insights, for strengthening the link
laboratories, in collaboration with The creative repurposing of the former between art and management:
the local Banat Village Museum of industrial estates, arranged by ZK/U - International partners such as
Timioara, and the Rubin Foundation Zentrum fr Kunst und Urbanistik (DE) Conexiones Improbables (ES) and
and Street Delivery Festival, where and the French collective of architects Antiheroes (NL), and artists such as the
local and visiting children and adults Encore Heureux, will allow us to host Michael Hanna (GB), will bring along

timisoara2021.ro
2. EUROPEAN DIMENSION

their experience in creating the right International Performing Arts Festival of Timioara, the Csiky Gergely
environment, where international and Ethnic Minorities Folklore Festival. Hungarian State Theatre of Timioara,
creators, thinkers and also NGOs, the Romanian National Opera of
such as Goteo Foundation (ES) and the All these cooperations will create Timioara, the Banatul Philharmonic
Circular Company (NL), will recognise conditions for sustainable development of Timioara, Antic Music Association,
innovative and viable business models through long-lasting partnerships House of Culture Timioara, Timi
and up-cycling solutions for industry, between creative artists and networks. County Arts and Culture Center,
by conducting laboratory activities Timioara German Cultural Centre,
in collaboration with the local Helion Our policy stimulates transnational Timioara French Institute.
Club and Eco Stuff Timioara. partnerships to strengthen the local
cultural operators in the development Furthermore, within our project
20 From a different artistic perspective, of a good cultural offer aligned with Twinkling Little Cities, together with
both the Mega Bega and Baroque the Timioara Cultural Strategy 2014- the medium-sized, multilingual
Reloaded programmes are about 2024. We will establish an international and multinational cities of Novi
co-curation and they count with the partnership between the National Sad, Szeged, Osijek, Sarajevo, Banja
network Corners of Europe and River Centre of Expertise for Cultural Luka, Skopje, Shkodra, Ioannina,
of Europe, the International Danube Education and Amateur Arts (NL), Chiinau, Uzhhorod, Koice, Graz,
Festival, Elias Canetti Gesellschaft (BG), the National Association of Cultural Brno, Bratislava, Chernivtsi and Lviv
Novi Sad Jazz Festival (SRB), Hungarian Councils (DK), the Interfolk Institute for or Krakw, expanding an initiative
Limes Association for recreating Civil Society(DK) and the Department initiated in Timioara by the Inter-
local and existing festivals such as for Culture of Timi County, as well Est Foundation, we plan to create
Bega Boulevard Festival, Baroque as the local cultural institutions: the a mobility scheme and exchange
Festival, Access Art, Jazz Festival, Plai Mihai Eminescu National Theatre of opportunities for researchers.
Festival, Festival of Hearts, StudentFest, Timioara, the German State Theatre

Can you explain your strategy to attract the interest of a broad


European and international public?

T
he main goal of our actions is to make the city of
Timioara a name well-known within the European and
international contexts, able to reflect both our local
specificities and the common aspects we share with Europe.

We have designed a three-level through the experiences of real audience, thanks to those projects
strategy: raising the international people that are international, but still especially designed to reach a wider
profile of the city through the retain that special bond with local public that will follow us both
Romanian diaspora; building a solid specificities. physically and digitally:
international network of partnerships;
producing a participative artistic In the meantime, most of our artistic with the Opening and Closing
programme with a European profile programmes have been designed to events, we start and we end with
and a strong communication impact be developed in close collaboration, a boom. A series of emotional
on a wider public. For this multilevel cooperation and co-production with performances focused on the theme
strategy we rely especially on social a wide European partner network of light, which will awake in our
media, on crowd sourcing and of cultural institutions, artistic European guests the passion for art
storytelling platforms, TV, radio, associations, and formal and informal and civic engagement;
printed press, online streaming and civic society groups. The network will
global networks. play a key role in guaranteeing the with Vision, the viral nature of the
quality of our artistic offer and the data art will attract the attention
Before the ECoC year the people interest for a European public. The of audiences thanks to its power to
of the diaspora, from their clusters consolidation of such a network will be visualise identity and aspirations
scattered around Europe, will be the facilitated by social media technologies decorated with real faces, showing
main ambassadors for our inspiring for the sharing, dissemination and the differences and common
message calling for civic involvement. production of the cultural content. aspects;
With their proactive storytelling, the
international context they belong During the ECoC year we will attract with Space - Where Dark Meets
to will soon know about Timioara, a large European and international Light we organise a spectacular

Timioara 2021 European Capital of Culture / Candidate City


2. EUROPEAN DIMENSION

and futuristic larger version of Ars unexpected collective performance skyscapes above European
Electronicas DEEP SPACE, in the we empathise with wide cities, will unite people under an
setting of the derelict industrial international audiences; unconventional sky to share stories
sites situated in the heart of the city; of mobility.
with Baroque Reloaded, we send
with Mega Bega, we invite people our ambassadors all over Europe to Each individuals inner energy counts
to the longest stage in the world, invite a wider public to Timioara, as we need every sparkle to accelerate
where diverse art forms and to join a multidimensional the culture-led transformation across
performances are presented; party with a contemporary and Europe - our legacy for the future.
provocative reinterpretation of
with Labour Day Stripped to the Baroque;
Bone, we tackle one of the main 21
ongoing European concerns with Circulating Skyscapes, an
- unemployment. Through an amazing exchange of depicted

To what extent do you plan to develop links between your cultural


programme and the cultural programme of other cities holding the
European Capital of Culture title?

O
ur cultural programme will develop joint projects with
other former, current or future candidate ECoCs on the
basis of those similarities we share with them.

One of our artistic programmes, from Central and Eastern Europe. staff, artists, artefacts and citizens, and
ECoC Boulevard, has been especially We want to expand the circle to new making agreements on how best to
designed for cities that hold, or hope cities, including ECoC Candidates such share countries and events. With each
to hold the ECoC title. This is in open as Cetinje 2021 Candidate City (3rd of them we foresee working together
space where they can showcase some party) and Ioannina 2021 Candidate on EU-funding for capacity building
representative cultural flagships, as City to share a debate about the programmes.
well as artistic manufacturing, media common cultural heritage.
and visual products. We are interested in re-launching,
We will develop new joint projects continuing, or further developing
Other initiatives include an ongoing with other ECoC candidates with projects already featured in
artistic project, Invisible/Visible the aim of exchanging knowledge, previous ECoCs, such as Lille 2004
featuring theatre performance and a experiences and best practices in which presented in Timioara the
documentary in co-production with the cultural area. In particular we Futurotextiles exhibition curated by
Kalamata 2021 ECoC Candidate city already have with Ioannina 2021 Lille3000, the association built to
and Plovdiv 2019 ECoC, involving an ongoing collaboration between develop the legacy of the ECoC year.
Roma children from Greece, Bulgaria West University of Timioara and the We plan a special event, developed
and Romania who live in marginalised University of Ioannina in the field of with Linz 2009, which will recreate
or temporary settlements. humanities. With Larissa 2021, Rijeka Ars Electronicas DEEP SPACE in the
2020 and Pula 2020, all candidate post-urban scenario of the derelict
Within one of our flagship cities, we have an agreement for industrial parks of Timioara.
programmes, Mega Bega, we develop exchanging artists and residences,
a project about the River as a medium and for programmes with innovative Invitations and exchanges with
for culture with other cities along the experimental art supporting the people experts, practitioners and members
Bega and the Danube and we can count within their own communities. Our of impact evaluation groups of other
on established partnerships with other candidature addresses educational ECoCs, such as Lille 2004, Sibiu 2007,
Danube cities such as Pcs 2010 or and cultural programmes about the Liverpool 2008, Stavanger 2008, Linz
Novi Sad 2021 Candidate City (3rd diversity of the Europeans, to influence 2009, Marseille 2013, Wrocaw 2016,
party). long-term European policies on Paphos 2017, have all been featured in
multicultural heritage. our plans for the implementation of a
The programme Twinkling Little solid base of skills, as well as discussing
Global Cities addresses medium-sized, We envisage a cooperation with the co-productions and joint participation
multilingual and multinational cities ECoC candidates in Greece, Ireland to European calls.
in Europe, based on an existing project and Croatia, sharing and developing
run by Inter:est Berlin in twelve cities evaluation methodologies, exchanging

timisoara2021.ro
3. CULTURAL AND ARTISTIC CONTENT

What is the artistic vision and strategy for the cultural


programme of the year?

T
he artistic vision of our programme, Shine your light -
Light up your city! is a process of self-discovery and
social transformation that brings new meanings. We
want people to search for their inner light and energy, to share
their personal stories and experiences and release them into
22 the community they live in, so that the social transformation is
accelerated, removing passivity and generating civic energy for
engagement and art.

The cultural programme takes our his or her comfort zone, by exposing
audiences on an incredible journey, his or her experiences, sharing
whose goal is to create inner and these experiences with the others,
external metamorphoses, and to cause penetrating those neglected places of
civic motion through emotions. For this the city, facilitating the networking
purpose our programme for the ECoC with the other Europeans over the
year involves particular artistic ideas borders and globalising his and her
that show an intense, active connection vision, and finally becoming the change
with the spirit of the community. to re-start in a wider community of
citizens.
While Europe is facing the digital turn,
which has integrated new technologies The whole process can be described
into daily life, Europeans need to as a ubiquitous dispersal of energy
rethink the relationship between which is propagated from each
culture and its audience in terms of individual, drawing on his/her cultural
co-creation and open access to the identity, experiences and memories
common European heritage. The big which instill the flow of energy
difference is that the newly-integrated throughout the communitys space. The
audiences - in a social sense - are surrounding community is a medium
always right. In this new scenario, affected by this energy exposure, a
whereby the distinction between space which both captures the light it
producers and users of content has produces and bounces it back in the
been blurred, the very intermediary common space, and in the process it
are exactly those professional artists, reaches those shaded and neglected
who make things happen in an artistic spaces nobody wants to look at. The
way and bring people together in a stronger the light which started with a
thriving community. local sparkle in Timioara, the further
it reaches over the city borders,
throughout the region, the country
and the continent. Once globalised, the
Our strategy is summed up by seven
vision has a deflection effect: it comes
verbs which individually are the driving back again to the local community
principles of the opening event, the with a new breath of energy needed
for a fresh re-start. The outcome of
five strands and the closing ceremony,
the process is the emergence of a new
respectively: accelerate, expose, reflect, sense of citizenship, which is both
penetrate, network, globalise and Timiorean and European.
re-start.

They all illustrate the power of light


to expose things, bring them out from
the dark, penetrating to the bleakest
corners, and shining all around. The
process takes the individual out of

Timioara 2021 European Capital of Culture / Candidate City


Describe the structure of the cultural programme, including the range and
diversity of the activities/main events that will mark the year. For each
one, please supply the following information: date and place / project
partners / financing.

CULTURAL 23

PROGRAMME

JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC

Opening Closing

Inner Light
Addictive lights, Vision - Post-selfie Data Fest, Ana=logic,
Smartness Revealed

Shared Sight
Dare to Shine, Blossoms, Heritage in the Spotlights, Flash
of Memory, Invisible / Visible

Light and Dark Spaces


Space, Where Dark Meets Light, Labour Day Stripped to
the Bone, Transparent Walls, Chiaroscuro, Brilliant

Light over Borders


Mega Bega, Baroque Reloaded, Words of Light, ECoC Boulevard,
Twinkling Little Global Cities

Lightscapes
Insights, Circulating Skyscapes, Solar City, Let There Be Light,
Inspired View

timisoara2021.ro
24

January 2021

LIGHT MY FIRE:
TALKING ABOUT
A REVOLUTION
Action
ACCELERATE

The fundamental element for civic passion is represented in the


opening event in many ways. Lets call it light, lets call it fire.

Timioara 2021 European Capital of Culture / Candidate City


City of Timioara

Starting point of the '89


Revolution

Gathering points of the


Opening Event

Main points of the


Opening Event

Bega Canal

25

In January 2021, we, the inhabitants of Timioara together with our European / Opening event
friends, will start with a boom: a Revolution. This only happens when The time
Group F (FR) Licht Festival
to hesitate is through. For Timioara, talking about a revolution is both an act Gent (BE) Glow Eindhoven
of remembering our past, but also a moment of celebration of the first spark (NL) Blake Shaw (US)
Dedo Barcelona (ES) Jane
which set off the social change. The opening event is a big gala on the Bega
Boyd (UK) Mihai Eminescu
Canal for a collective releasing of energy, designed to be in international media National Theatre of Timioara
and reach the largest audience. Csiky Gergely Hungarian
State Theatre of Timioara
German State Theatre of
This will be an event entirely powered by human energy collected and Timioara Romanian National
stored throughout the previous year thanks to savvy devices. Human motion Opera of Timioara Banatul
Philharmonic of Timioara
installations set along the artificially-frozen Bega Canal light up a forest of
lights decorating the river banks. In such a setting, live paintings of the main 2.000.000
moments of the Timioara Revolution realised in fluorescent colours glowing
on the white light of the ice will be interposed with stories of Europeans from
1989, from the well-known fall of the Berlin Wall to the more anonymous
personal stories.

As in 1989, the Timioreni leave their homes and follow the voices of the
revolution. The accumulating flow of people wearing lights, overcoming the
natural barrier of the river and walking over it, will be projected onto public
buildings. All the energy used to freeze the Canal is now reconverted in The
sound of the fire. From Victory Square, a DJ marathon mixes the voices of 1989
from both Timioara and Europe in an electronic soundtrack that ignites the
first night of the ECoC year. The groove culminates with a march towards the
rock concert. Fire art concludes the night. We are in flame!

timisoara2021.ro
26

January June

INNER LIGHT
Urgency Action
LACK OF CIVIC ENERGY EXPOSE

Todays fascination with technology has turned artificial light


from an opportunity to a tremendous challenge for keeping
the inner light visible. Inner Light will expose each individuals
stories, memories and experiences envisaging the new
challenges of the digital culture. Like holding up a mirror, we
will encourage people to consider their own daily cultural
habits.

Timioara 2021 European Capital of Culture / Candidate City


/ Flagship Addictive Lights 27
Trnsit Projectes (ES) Europeana We will empower citizens to transform their addictive exposure to
Foundation (NL) UNITE IT (BE)
Telecentre Europe Network (BE) West new technology into a craving for culture and digital inclusion. New
University of Timioara Centre for technologies can keep us isolated in our own bubble, giving us a false
Psychological Studies and Research of
the Department of Psychology (West sense of connection, but they are also a fundamental tool for co-
University of Timioara) Politehnica creation and sharing of cultural contents.
University of Timioara Samsung
Romania Timioara Startup Hub
CoderDojo Timioara In line with European-wide archives such as Europeana, Addictive
Lights aims to boost the creative use of the digital heritage to all
900.000 generations of Timioara. We create a crowd-sourced platform
curated by the young and addressing the elders, for giving a new
lease of life online to the cultural content we care about, and which
connects us to European heritage and memories.

Vision - Post-selfie Data Fest / Main event


For seven days at the beginning of 2021, and continuing throughout the year, Vision - Post- Laurie Frick (US) Magnum
selfie Data Fest is the ultimate data-selfie, based on the idea that your life and your data can Photo (FR) Ddale Culture
be turned into an artistic message. Passers-by, both in Timioara and the other twin cities, Technologie Innovation Social
(FR) PanSpeech (IT) Faculty
take a photo of themselves as a backdrop and explain who they are or who they want to be.
of Arts and Design Timioara
The collage of different faces from one city will be broadcast to private houses in other cities Simultan Association
to enlighten them during the winter nights. This data will be collected, and as a semantic
cloud of the most popular hashtags will be presented at the end of the festival and exported 850.000
all over Europe. Thanks to this exchange, we can look at ourselves as in a mirror and find
how similar and different we are as European citizens.

Ana=logic Smartness Revealed

Our exposure to new forms of technology makes us hyper- There is a human being behind any technological
active. The Ana=Logic festival teaches the young about the advancement, whether this is an inventor, a start-up hero,
benefits of a lifestyle embracing slow and low-fi technologies. a hacker, a young miner victim of the global conflict for the
The event promotes exclusively analogue art and technology, control of the mineral resources, a child working illegally on
such as photo, film, sounds, books created by artists and gadget assembly lines or an e-waste up-cycler. We will invite
amateurs without digital processes. Moreover, the festival artists to reveal the human light behind our devices but
takes place in the meeting place for people of different ages, also to remind as we all have the capacity to create things.
from senior clubs to teenager skating parks. Smartness Revealed is a celebration of the Homo Faber
across time, from the old fashion craft to the next generation
/ maker.

ANALOGICA Festival (IT) Notodofestival (ES) The Cultural /


Ambulance Timioara Timi County Public Library
VivaCidade (PT) MOB, Makers of Barcelona (ES) MakerConvent
150.000
(ES) CRAFTed project (IR) Smart City Association Timioara

350.000

timisoara2021.ro
February July

SHARED SIGHT
Urgency Action
EXCLUSION OF MARGINALISED GROUPS REFLECT

28 Culture is the ambiance to transform separate individual


glitters into collective glows and initiatives. For this, we turn
the mirrors around and we let the inner light reflect from one
individual to another, directed from one mirror to another until
it reaches every corner of our neighbourhoods. We want to
spread the light and change perspectives in order to achieve
authentic harmony in diversity across Europe.

Timioara 2021 European Capital of Culture / Candidate City


Dare to Shine / Flagship 29
This is a key programme for civic engagement, audience CIVILSCAPE European network
(DE) Danish Network for
development and self-expression; a transformation of Children and Culture (DK)
disadvantaged areas of the city through culture. Timioara`s Kulturelle Samrd i Danmark
(DK) Oposito Company
metropolitan area will become a dense network of spaces (FR) Old School Ilica (HR)
for cultural co-creation by the audience. After several years In Community Association
of preparation with local and international artists, the Timioara International
Street Art Festival (FISART)
inhabitants of Timioara can get out in the familiar space Artdendum Association
of their neighbourhood to express their perspectives in a Rubin Foundation Timioara
Cultural Centre Timi County
colourful diversity of languages and forms of expressions Arts and Culture Centre Am o
in spots chosen by them and furnished with small cultural Idee mai ARTfel Association
infrastructure. Schools and educational organisations host Crtureti Foundation

extra-curricular art, craft and technology projects that will 950.000


be assembled in a dedicated route for children. ECoC will
provide the resources to create partnerships between artists
and cultural animators and similar schools and initiatives all
over the world.

Blossoms / Main event


The blossom moments of Dare to Shine will unfold many small events, Opera Cirkus (GB)
performed all over the city and its surroundings, to create an explosion Compagnie MALABAR (F)
of self-expression opportunities. Musicians and performing artists Fundacja Teren Otwarty
(PL) Chalon Dans La Rue
are invited to propose European projects where the audience is the
(FR) La Strada Graz (AT)
main artist. After the creation of nuclei in as many neighbourhoods The Carabosse Company
as possible, each act will come together, physically and artistically, in (F) Palucca Hochschule
three large mass performances. Music composers and choir masters fr Tanz Dresden (DE)
of different genres work with 20 to 50 small amateur groups dispersed Kolben Dance (IL) Art Stage
San (KR) Street Delivery
across the town, each moving slowly, before joining together in a peak
Festival The Intercultural
of over thousand people. Dance instructors and circus artists animate Institute Timioara (I.I.T.)
similar invasions, while the audience is invited to join the mass happy Timisens Association Auleu
parties. Independent Theatre Rubin
Foundation White Steps
Dance School Mirtys Dance
School Valsport Dance Club
Bolero Dance Club Dance
Stars Club Timioara Circus
School Thespis Student
Theatre

950.000

timisoara2021.ro
Heritage in the Spotlights /
The neighbourhoods of the city become living museums with the inhabitants Q21 (AT) Voluntary Arts (GB) LKCA
being the directors, curators and guides. Tangible and intangible heritage of all National Centre of Expertise for Cultural
ages of the city become alive and interesting when interpreted by passionate Education and Amateur Arts (NL)
people, wherever they are in Europe. The highlight will be thousands of items Interfolk, Institute for Civil Society (DK)
Save the heritage Cultural Association,
(museums and private collections), buildings and immaterial heritage documented
Aquatim Company Timioara Art
in a collaborative and interdisciplinary open source cultural database. Trained Museum The Romanian Union of Visual
local guides from a variety of backgrounds, including disadvantaged groups such Artists Timioara Branch
as Roma youngsters, migrants, people with disabilities and the elderly, tell their
stories of heritage with support of augmented reality items created by media 800.000

30 artists.

Flash of Memory Invisible/Visible

The city landscape is the subjective frame for millions of How does the collective eye choose to see or ignore things?
memories in Europe. Are there one million people to share How are interpretation and reputation created and how do
them? User-generated stories and poetry in many languages, these impersonal mechanisms return and determine peoples
and visual creations, are posted on a platform that recreates lives?
the city from the subjective perspective of the memories
it has sparked. Tourists and homeless people, natives and This artistic project involves Roma children from Greece,
newcomers, imagine together a cascade of flashes and their Bulgaria and Romania who live in marginalised or
reflections, spreading across the city and widening mind temporary settlements. A theatre performance and a
frames. The best stories and photos, ranked by the users, documentary will be produced and presented in each of the
will create collective digital and printed books of individual three countries. In Timioara the theme continues by inviting
buildings, streets or districts published under Creative the diverse local Roma communities to express, through
Commons Public Domain. The chosen poetry is displayed on visual and performance arts, how they experience visibility
public transport information screens. and invisibility. Showing how different generations cope
with living unknown at the edge of the city, concealed in the
/ mainstream or in the spotlights of the tabloid media.

/
Mjestimice svjetlo (HU) Neighborhood Diaries (IN) Dragoljub
Zamurovic (RS) Fondazione Bruno Kessler (IT) Timioara Kalamata 2021 ECoC Candidate city (GR) City of Plovdiv ECoC
French Institute Timioara German Cultural Centre (BG) Teater NOR (NO) AIDROM- Ecumenical Association of
Churches from Romania (Timioara Branch) Timioara Roma
550.000 Centre for Studies Integration and Solidarity in the Community
Development (CRISS-DC) Timioara Resource Center for Urban
Regeneration

500.000

Timioara 2021 European Capital of Culture / Candidate City


31

April September

LIGHT AND
DARK SPACES
Urgency Action
DISTRUST IN COMMON OWNERSHIP PENETRATE
OF PUBLIC SPACE

Whenever the light meets the dark it opens it up. We will use
the power of light to penetrate the darkness, bringing forward
the things and places which were once hidden and avoided.
Scheduled for the summer, the strand features the benefit of
shadow, understood as the physical place in which one can
find relief. The aim of the project is to make the city open
and accessible by overcoming those physical and mental
thresholds which prevent us from seeing new dimensions of
the city, neglected public space or social exclusion.

timisoara2021.ro
Space, Where Dark Meets Light / Flagship

Outer space is perceived as a dark place, but our source of Ars Electronica (AT) ZK/U
- Zentrum fr Kunst und
light comes down from there. This project opens up the dark Urbanistik (DE) Sergio Galn
and mysterious Space to the general public, to understand (ES) Unstable Media / Dutch
Electronic Art Festival (NL)
the meaning of Light in Europe. The post-urban scenario Encore Heureux (FR) West
of derelict industrial sites host a larger version of Ars University of Timioara
Electronicas DEEP SPACE arena, for an audience of 1000. It Timioara Astronomical
Observatory
will provide a new dimension of travel through space and
time, the immersion into a realm of breathtaking 3D imagery 2.500.000
32 and high-definition visuals in jumbo format. The project
also develops detailed images of solar activity from 2016
to 2021. The industrial sites, reminiscent of lifeless planet
surfaces, host two large scale mainly open air exhibitions
focusing on the Moon and Mars. The opening event of the
strand involves a large immersive panoramic projection and
a performance by the Ars Electronica quadcopter swarm
Spaxels.

Labour Day Stripped to the Bone / Main event


Silent 1st May is an inverse celebration of Labour Day, while Europe is still recovering from Aufbruch (DE) The
Liberators (AU) TeatroDentro
the biggest economic crises which left many unemployed and unable to pay even for the
-TransFormas (ES) Cultural
basic living expenses. The event is a plenary collective performance lasting for one day Camarille Association
in which all of Timioara stops and other cities in Europe follow the example. Telephones Sam-Sho Club Ecostuff
blocked, no wi-fi, no artificial noise, no artificial light, only candles when the evening Club Timioara StudentFest
comes. Citizens perform the pure nothing, guided by meditation masters and social theatre Festival
companies working in the periphery space between the world inside and world outside,
750.000
with people, such as prisoners, forced to do nothing. For those that really cannot stand still,
we propose walks to reconnect with nature, whether it is Shinrin-yoku forest bath, bird
watching, following animal tracks or foraging for wild eatable gifts. The event is supported
by a public campaign led by the social international movements specialised in sharing act of
kindness in public.

Timioara 2021 European Capital of Culture / Candidate City


Transparent Walls /
Videomapping artists and experimental theatre and dance companies are invited to visit Public Art Lab of Berlin
public institutions and services - city administration, education, hospitals, the prison, the fire (DE) The Triage Live Art
brigade, the water (AQUATIM) and the waste (RETIM) services - and re-create, throughout Collective (EU/AU) Visionaria
performances, the most typical scenes they see. The work is projected onto the walls of the Film Festival (IT) Auleu
Independent Theatre
respective places, suggesting transparency. Each representation will be followed by an open
debate exploring the old and new meaning of public and community work. 500.000

33

Chiaroscuro Brilliant

How could we digest topics such as the communist On a November night of 1884 the entire city of Timioara
legacy, the enigmas of the 1989 Revolution in Timioara, was lit up by over 700 arc lamps. Each had the power of
or European themes such as the Yugoslav wars, refugee several thousand candles and the temperature in each arc
crises, gender violence and so on? Galleries, cafs and rose to a few thousand degrees Celsius. Today we need
unconventional spaces host theatre and contemporary intelligent street lighting for thousand and one nights. The
dance productions, documentary films or experiential project intends the simultaneous implementation in two
installations that immerse the audience in those human neighbouring squares of the original arc light street lighting
experiences where light and dark struggle to prevail. system (provided by the still existing Brush Electrical
In this way we comprehend collective traumas but also Machines company in GB) and of a contemporary lighting
individual perspectives, from common transitions such design. The resulting contrast is the starting point to reflect
as aging or mourning, to concealed circumstances such as on the impact of public lighting on public spaces.
sexual orientation, to the stigma positions of homelessness
or mental health to inescapable situations like disability or /
terminal illness.
SIGNAL Prague Light Festival ( CZ) Mulhouse Alsace
/ Agglomration (FR) LUCI Lighting Urban Community
International (FR) Brush Electrical Machines Group (GB) Ivan
Marui Klif (HR) ELBA Company Timi Agency for Economic
Empathy Museum (GB) Cardboard Citizens (GB) La Xixa Teatre and Social Development (ADETIM)
(ES) PartecipArte (Italy) Mtaforum (FR) EDN The European
Documentary Network (DK) European Network Remembrance 350.000
and Solidarity Human Rights Film Network Timishort Film
Festival Four You Association Association for the Promotion
of Women in Romania (APoWeR) The Caritas Federation of
the Timioara Diocese Timioara Center for People in Need
Something to Say Association Timioara Association of People
with Locomotor Disability Association for the Integration of
Disabled Persons AIDROM- Ecumenical Association of Churches
from Romania (Timioara Branch) Auleu Independent Theatre

350.000

timisoara2021.ro
34

May November

LIGHT OVER
BORDERS
Urgency Action
LACK OF A VISIBLE INTERNATIONAL NETWORK
PROFILE OF THE CITY

The Light over Borders strand sets the trend for cross-border
networking. As an international-oriented programme, it aims
to inspire the local cultural operators to grow out of their local
and regional context and aim for a global reach. Reciprocally,
we want those with an international profile to bring their
cultural initiatives to Timioara.

Timioara 2021 European Capital of Culture / Candidate City


Mega Bega 35
Mega Bega is the longest stage in the world. We create 21 floating stages that can go
all the way to the Danube and many cultural spaces along the Bega Canal. Successful
international festivals from Timioara and abroad, including visual and performing arts,
music and literature are invited to propose thematic events connected with the river.
They adapt their current concept to new artistic contributions, so they can reach new
audiences. Mega Bega celebrates co-curation as a base for artistic excellence, the river
being the ideal medium for transnational networking.

/ Flagship
River of Europe D.ID Dance Identity (AT) Pro Progressione (HU) Nanoturism (SI) International Danube
Festival (DE) Elias Canetti Gesellschaft (BG) Novi Sad Jazz Festival (RS) Hungarian Limes Association (HU)
Hungarian Cultural Institute Stuttgart (DE) Arts Festival International Wine Fair Timioara Veg Fest Festival
European Theatre Festival Eurothalia German State Theatre of Timioara International Festival of Performing
Arts Timioara German Cultural Centre Bega Boulevard Festival Baroque Festival Street Delivery Festival
Jazz TM Festival Plai Festival Festival of Hearts StudendFest Festival European Festival of Performing Arts
Romanian Drama Festival (FEST- FDR) Festival of Etnhies and Gastronomy Csiky Gergely Hungarian State
Theatre of Timioara Nautica Company Aquatim Company Musica Antica Association Jazz Banat Cultural
Foundation

2.500.000

Baroque Reloaded / Main event


When European Baroque was exhausted from all perspectives, the Lille3000 (FR) Corners of
Habsburg Banat was building a new world, known as provincial Europe Dani Brazila (RS)
Baroque. Paradoxically, for Timioara, Baroque is the moment Akademie Schloss Solitude
(DE) Fte de la musique (FR)
of historical and cultural Enlightenment. If Baroque, in pure
Close-Act Theatre (NL)
interpretation, means blaze, fast, glossy and glamour, Baroque Reloaded Amsterdam Corelli Collective
is instead the celebration of the many meanings of Modernity and its (NL) Le Baroque Nomade
legacy for the contemporary world. To celebrate the internationalism (FR) German State Theatre
of the Baroque movement which connected a vast territory, well send of Timioara Csiky Gergely
Hungarian State Theatre of
local artists as ambassadors performing across the continent, handing
Timioara Romanian National
out personal invitations to the largest unconventional Baroque party of Opera of Timioara Banatul
the year. Philharmonic of Timioara
Musica Antica Association
Heritage buildings, such as the Baroque Hall, the Evangelic Baroque Timioara Cultural Centre
Church, and the Synagogue in Fabric host contemporary performances
950.000
and silent discos, while a postmodern spot such as a shopping mall
is turned into a Baroque carnival, with music, costumes, classic
theatreeven reinvented food and beverage recipes, to allure the
contemporary consumer into both celebration and reflection on the
transient nature of cultural categorisation.

timisoara2021.ro
Words of Light /
Words of light is a programme celebrating the languages The British Council (GB) Goethe-Institut (DE) Alliance Franaise
spoken in Timioara by the historic ethnic groups and the (FR) Istituto Italiano di Cultura (IT) Instituto Cervantes (ES)
new emerging communities as well as those of tourists. The Danish Culture Institute (DK) Kikindashort Festival (RS)
People will be encouraged to think and speak in other Fraktura Literature Festival (HR) Guerrilla Translation (ES)
Dotventi (IT) Timioara French Institute British Council
languages (mistakes are allowed). Artists are invited to
Romania Writers Union of Romania - Timioara Branch
propose language games in the public space while cafes, International Literature Festival in Timioara (FILTM) Staffete-
hotels and hostels will offer travelling books with stories German Literary Club Association of Serbians in Timioara The
in many languages. In a city where inhabitants used to be Hungarian Womens Association Democratic Forum of Germans
fluent in at least two languages, the pupils and students in Romania- Banat Branch The Association of Bulgarians in

36 are developing together with the partner schools visual


textbooks of European urbanity with greetings in all
Timioara Syrian Association from Romania Beli Bagrem
Association Arte Factum Association Romanian-Arab Cultural
Centre The Intercultural Institute Timioara (I.I.T.)
languages spoken today in Europe.
100.000

ECoC Boulevard Twinkling Little Global Cities

The Republicii Boulevard is a cultural kilometre where A city does not need to be a big metropolis to shine a
people can walk, dream, shop and eat, as well as see how global glamour. Many medium-sized cities in Europe are
the concept of ECoC has evolved over time. The Boulevard multilingual and multinational, close to new borders and
will host special EcoC stations where the visitor will meet in constant flux; they are places for art, full of unexpected
the cultural flagships and the best manufacturing products encounters and stories. Little global cities was initiated
designed by EcoC cities. Each station will be marked in Timioara by the Inter-Est Foundation from Berlin, in
by a representative street art sculpture and a dancing partnership with 12 cities from Central and Eastern Europe.
graffiti performance that transform a very neglected and For 2021 we would like to expand the circle to new cities and
unwelcoming part of the city into a creative spot. uncover more old and new twinkles of their global spirit. We
will propose a call for teams of the most brilliant minds of
/ these cities, from social researchers, historians to technology
geeks and futurologists that will review the common
All cities that have been awarded the ECoC title before 2021 cultural and technological heritage of the little global
Timi County Arts and Culture Center cities while keeping in sight their future. The results will be
brought to the public in attractive formats with potential to
550.000
reprogramme the 2021-27 political agenda.

/
Inter-Est Foundation (DE) Cities of Novi Sad (RS), Szeged (HU),
Osijek (HR), Sarajevo (BA), Banja Luka (BA), Skopje (MK), Shkodra
(AL), Ioannina (GR), Chisinau (MD), Uzhhorod (UA), Koice (SK),
Graz (AT) Ziua Memoriei (FR) Fondazione Campus Lucca (IT)
Instytut Kultury Miejskiej (PL) West University of Timioara
Timioaras Sphere Association Rotaract Clubs Rotary Clubs
Lions Clubs Timi Chamber of Commerce Industry and
Agriculture (CCIAT) German Economic Club from Timioara

400.000

Timioara 2021 European Capital of Culture / Candidate City


37

June December

LIGHTSCAPES
Urgency Action
NO SHARED VISION GLOBALISE

We want the traces of the light we have set in motion to


remain beyond TM2021, captured in physical and mental
Lightscapes. The last strand of our programme is an invitation
to globalise our thinking and create the vision for a thriving
local community. The openness to the world, the collaborative
society and the transformation of mistakes into unexpected
solutions are some of the directions we want to explore.

timisoara2021.ro
38 Insights / Flagship
The last flagship programme of the year creates the Conexiones Improbables (ES)
NICE - Network for Innovations
environment for open laboratories of co-creation for a in Culture and Creativity
thriving city in a global context. The purpose is to create in Europe (DE) Culturing.
eu (IT) SEAD Network for
a-ha moments that reveal perspectives of intricate issues, Sciences, Engineering, Arts &
from dealing with waste or mistakes in production to Design (US) EECN - Ecology,
dealing with social behaviour and urban development. Environment Culture Network
Goteo Foundation (ES)
Some examples of such laboratories are: Fuck-up Ouishare (FR) Antiheroes
nights (business and entrepreneurs present their worst (NL) Makea tu vida (ES)
Bea Johnson (US) Circle
professional experiences and the audience feeds back Economy (NL) The Circular
with their own creations inspired by the story); Zero waste Company (NL) Michael
(design and upcycling in industry); Trees please! (landscape Hanna (EI) Politehnica
University of Timioara West
and architecture solutions for keeping secular trees in the University of Timioara Timi
urban space); CoCulture now! (new models for cultural Agency for Economic and
Social Development (ADETIM)
management and financing); Imaginative engineering Lets Do It Romania
(innovation through interdisciplinary creativity). The results Ecostuff Timioara Helion
harvested will be disseminated in different international Club

contexts and networks as a basis for launching Timioara 900.000


Open Free Academy.

Circulating Skyscapes / Main event


Mobility and its cultural effects become visible under artistic skyscapes. James Turrel (US)
Artists from cities from all over the world are invited to depict their DZESTRA (UA) Metaland
sky on canvases that circulate in an exchange that has Timioara as (PT) Kunstrepublik (DE)
Ziva-Dvorisca (SI) Via
a central point. The guest skyscapes hang above streets that become
Rumania Cultura Association
open air cultural spaces of the sending city. Here, a native Catalan Romanian-Arab Cultural
living in Timioara can meet a former exchange student and under Centre Timoara Institut
the Barcelona sky add their favourite pictures. Similarly, Timioara fr Auslandsbeziehungen
natives living in Montreal may cook their favourite food and offer it Timioara French Institute
Timioara 13 Romanian
to strangers passing under their sky in the Canadian city. The sky
Cultural Centres and Institutes
also unites the world in the common responsibility for air quality. We abroad
will bring this into public awareness with an exhibition of air samples
sent from all across Europe and further, and their test results, with a 850.000
highlight on historic ones like the cans sealed with the last breath of
communism in 1989.

Timioara 2021 European Capital of Culture / Candidate City


Solar City /
Solar inspired art and technology, from prehistoric symbols and ancient calendars Brush Electrical Machines company (GB)
to contemporary installations made of solar panels will permanently decorate the Stanford Solar Center (US) Akihisi
city. The audience will enjoy the occasion to come together in the Solar City Centre Hirata (JP) Bausch Foundation (DE)
and learn about sun in different cultures, to manipulate the interactive and open- Politehnica University of Timioara
Romanian Order of Architects - Timi
design installation and create their own solar powered souvenir inspired by the
Branch (OAR)
Timioara ECoC logo. After an international contest the Solar City of Timioara will
be created as the long lasting remembrance of the year. 1.500.000

39

Let There Be Light Inspired View

Coming from a tradition of centuries of multiconfesionalism, A refreshed window view may open the appetite for a
TM2021 is the European laboratory to invite artists re-think of mental representations. TM2021 hosts landscape
who represent the theme of light in a variety of views, architects, designers, city planners, social scientists and
independent or affiliated to various faiths. The works street artists from all over Europe in a residence and training
will be displayed in the Liberty circular square as a large programme that addresses the contemporary imperative
installation where the public encounters all the beliefs of a city to be open, accessible, navigable, explorable and
present in the Europe of today, from state-recognised determined to eliminate physical, mental and social barriers.
religions to paganism, yoga practice communities or They will also work practically with those citizens that take
pastafarians. The exhibition is complemented by a series a conscious look around them and propose meaningful
of international conferences on the role of spirituality in changes to the shared public space. A large exhibition,
bringing together divided communities. The peak moment with photos and simulations, shown online and in various
is a collective performance in which over 25 different locations of the city will foster debates about the future view
communities from Timioara and their international guests of the city and in the same time will collect the insights of the
will converge from different spatial directions to the Union visitors of how the European Capital of Culture has altered
square sharing music, light and kindness. their views.

/ /
China Arts Entertainment Group Beijing (CN) Kultur Bewegt Arquitectura Colectiva (ES) Spiekermann (DE) Centre
(DE) Chris Torch (SE) Intercult (SE) Torino Spiritualit (IT) for Excellence in Universal Design (IE) Romanian Order of
Terre du Ciel (FR) Faouzi Skali (MA) Shiva Ananda Lahari (IN) Architects- Timi Branch (OAR) Angelo Roventa Faculty of
Theatre Company Shelf (JP) ISAO Festival (IT) John Feodorov Architecture and Urbanism Timioara Faculty of Arts and Design
(US) Philippe Morvan (FR) Steve Buchanan (CH) AIDROM- Timioara Timioara International Street Art Festival (FISART)
Ecumenical Association of Churches from Romania (Timioara
Branch) The Orthodox Mitropoly Roman Catholic Diocese of 550.000
Timioara The Jewish Community of Timioara The Baptist
Church Romanian-Arabic Cultural Centre

500.000

timisoara2021.ro
40

December 2021

A NEVER ENDING
RAY OF LIGHT
Action
RE-START

During the closing event citizens will harvest the joy of


watching how the light from Timioara has spread all over the
continent and given communities the energy to take the future
in their own hands again.

Timioara 2021 European Capital of Culture / Candidate City


At the end of our journey we celebrate the radiating community we / Closing event
have built, as far as our message has reached, as much as we have
Olafur Eliasson (DK) Little Sun (DE) Lux
contributed to mobilise people and awake them from passivity and Helsinki Festival (FI) Norfolk & Norwich
nothingness. During the closing event citizens will harvest the joy Festival (GB) Zoe Irvine (AT)
Timioara European Capital of Culture
of watching how the light from Timioara has spread all over the
Association Candidate City
continent and given communities the energy to take the future in Municipality of Timioara
their own hands again.
700.000
41
Diaspora families, tourists who have visited Timioara, all ECoC artists
and partners, social business initiatives on alternative lightening
across the world all have been provided with solar-powered gadgets
with a GPS locator that shine in the night of the closing gala.

An enormous map shows with luminous points those people have


been infused with our energy. People taking part in the show will
create live twinning with each other, as a promise of new encounters
to come. In the culminating moment, a giant ray of light rising from
the surrounding area, submerges the city. People ride the groove of a
soundscape concert, a symphony of natural and man-made sounds all
related to the semantic of light. At the end of the night the radiance of
light will travel from Timioara in the direction of the two new ECoC
cities. It is time to re-start, we are ready, dont stop the ray.

timisoara2021.ro
3. CULTURAL AND ARTISTIC CONTENT

How will the events and activities that will constitute the cultural
programme for the year be chosen?

O
ur cultural offer is a blend of the three types of
programmes, aligned to the concept and the objectives
of the Candidacy: framework, predefined and open call.
The latter will be developed through capacity-building training
for cultural managers. The selection will follow an open call in
42 the format of Art Markets and an assessment process based
on ten criteria.

The cultural programme is organised new, innovative and experimental We are interested in projects which
in five strands consistent with our cultural expressions will be promote new forms of cultural and
concept Shine your light - Light up encouraged. creative entrepreneurship, new job
your city! opportunities within the creative
2. European dimension which industries sector and which
Framework programmes cover a highlights the richness of cultural contribute to the transformation of
large number of smaller events and diversity in Europe. A vast range Timioara and the Banat into a hub
activities that fit the logic of artistic of possibilities will be encouraged, of cultural creativity.
message (Light My Fire opening event, from creative exchanges to
Addictive Lights, Ana=Logic, Dare sustainable partnerships, and 6. Educational component, actively
to Shine, Heritage in the Spotlights, co-productions between existing involving schools and promoting
Invisible/Visible, Inspired View, initiatives, such as festivals and cooperation among schools from
Transparent Walls, Chiaroscuro, Mega new partners including, but not different European countries.
Bega, Baroque Reloaded, Words of Light, limited to, Timioaras twinning and Lifelong learning and active ageing
ECoC Boulevard, Insights, Solar City, A enlightened cities networks. proposals will also score.
Never Ending Ray of Light);
3. Audience development. Each 7. Cooperation between established
Predefined programmes are proposed programme will have cultural institutions and emerging
opportunities for joint local-European to address one or more levels independent groups and artists,
co-productions; of audience engagement: to whether local or international.
inspire self-expression, welcome
Open-call programmes and projects user-generated cultural content, 8. Focus on public space and
selected through the Art Markets that foster co-creation or engage and contribution to making the city
have an allocation of cca. 30% of the train volunteers. Proposals are open and accessible, integrating
programme expenditure. encourage to include vulnerable neglected dimensions.
groups and/or address social issues.
An independent jury, composed 9. Drive for the development of
of cultural managers and festival the tourist sector presenting
directors will evaluate and advise on 4. Promotion of heritage and attractiveness for both tourists and
the project proposals based on the new technology encounters, in the local population. The locations
folowing criteria: line with the European Digital of the events are to be both
Agenda schemes to promote open spread equally in the city and the
1. Interdisciplinary artistic and collective cultural content surroundings, covering the entire
excellence with originality and/ platforms, and provide citizens the region;
or quality. Proposals have to opportunity to acquire advanced
creatively mix different artistic skills for content production, access, 10. Long-lasting legacy in line with
forms, but also combine arts and and circulation. the citys cultural strategy for
culture with other sectors, such as 2014 - 2024. Legacy will be assessed
the social and economic ones. The 5. Culture as a driver for in terms of durable cultural, social
blend of traditional art forms with development and innovation. and economic impact.

Timioara 2021 European Capital of Culture / Candidate City


3. CULTURAL AND ARTISTIC CONTENT

The selection body will additionally managers with renowned European teams of the selected projects in their
take into account the balance between organisations (e.g. Atelier for Young first stages of developing their ECoC
the programme strands and the Festival Managers, Culturing in proposals. In 2020, we will organise
diversity of cultural interventions. To Sienna). Throughout 2017 and 2018, we a participative selection process
be eligible, a project should receive a will organise quarterly information for community projects in the city
high score on at least four out of the ten sessions and workshops with neighbourhoods to raise awareness
above criteria. Artistic quality, citizen artists and cultural operators to raise and increase participation of the
involvement and European dimension awareness, stimulate creativity and general public. The shortlist will be 43
must score at least 80%. facilitate partnerships. We will have a drawn by a jury specially selected
constant open call for project proposals for this purpose, while the final vote
To collect proposals and elaborate at the Art Markets, to offer meeting will be given by the general public to
projects we consider the following: opportunities among artists, cultural projects which are shortlisted.
operators, project teams and possible
In 2017 we initiate capacity-building private and/or public funding bodies.
training programmes for cultural In 2019 and 2020, we will assist the

Timeline for the 2021 cultural programme development:

2015 - 2016 2017 2018 2019 2020

Proposal phase

Development phase
ECoC cultural
programme
Production phase

Technical phase

8 information workshops;
Capacity-building training sessions for
Open call for
cultural managers
workshops with
open programmes
6 Art Markets
and contributions to
frame programmes
Logistical assistance of the initiators

Concept, frame Signed contracts All flagships are


programmes with Cultural confirmed, and
The 2021 cultural 75% of the cultural The entire
and defined Coordinator partnerships signed;
programme programme programme is ready
programmes and 2 local and 25% of the major
progress confirmed and made public
proposed in the bid international Artistic projects are
book Chiefs confirmed

timisoara2021.ro
3. CULTURAL AND ARTISTIC CONTENT

How will the cultural programme combine local cultural heritage and
traditional art forms with new, innovative and experimental cultural
expressions?

T
he theme of light provides an excellent inspiration for
artists and activists to deal with heritage and place
it in a contemporary perspective. By challenging and
debating, by analysing and rethinking our traditions within the
44 light framework, the cultural interventions in our programme
reinvent our heritage and bring it to life.

Timioara and the Banat region hold The first strand Inner Light combines The Light and Dark Spaces strand will
an array of cultural heritage and the local cultural heritage with digital bring innovative and experimental
forms of multi-cultural traditional arts forms of expression which will be artists working under the Ars
which deal with the European crises developed within the project Vision. Electronica umbrella, to reintegrate
and dilemmas. The rich architectural derelict industrial sites into the public
heritage with over 14.500 historical In the second strand Shared Sight we space and public consciousness.
buildings - linked to all European use audience development tools to Chiaroscuro will explore what is worth
architectural styles of the past three address the very complex situation keeping from the unwanted communist
centuries has often been mentioned of the heritage of decaying buildings, heritage.
as an urgency of the city, since most which has existed for decades. The
are in an advanced stage of decay. The complexity of stakeholders (public and The fourth strand Light over Borders
value of the local cultural heritage and private owners, tenants, authorities, will put the local heritage into a
the preserved traditional arts lies not specialists) and the bureaucracy has European context (the past multi-
only in their physical, historic, cultural prevented them from finding the lingual culture, the architecture,
and artistic attributes that shape the mechanisms to listen to each other the music and the manufacturing
local and regional identity (especially and to find solutions. The programme traditions) with support from the
the multi- and intercultural character Heritage in the Spotlights will offer to a partners in the Words of Light and
of Timioara and Banat), but also in wider spectrum of audience different Baroque Reloaded.
their significance for individuals, ways to express their perspectives
communities and different structures, using cultural forms. For example, The fifth strand Lightscapes will put
the personal stories that are part of tenants that come from disadvantaged the local heritage into a global context
peoples identity. backgrounds will be given cameras from a long-term perspective. Heritage
to document and present their daily in a variety of forms, including
We address the local life in a decaying heritage building, religious and spiritual practices like in
they will learn about the history of the project Let There Be Light, will be
cultural heritage and the the building and participate as local one of the main themes for the capacity
traditional forms of art guides. The specialists will be invited building and the exchange programme
in each of the cultural to find creative ways to present their with a focus on the future and the
passion and expertise for heritage, in cultural legacy of the year 2021 for the
programme strands, with a ways that are easy to understand by city. Additionally, the Insight project
variety of approaches. the public. will approach heritage dealing with
key aspects regarding its preservation,
such as new cultural business models
and decision-making processes.

Timioara 2021 European Capital of Culture / Candidate City


3. CULTURAL AND ARTISTIC CONTENT

How has the city involved, or how does it plan to involve, local artists and
cultural organisations in the conception and implementation of the cultural
programme? Please give some concrete examples and name some local
artists and cultural organisations with which cooperation is envisaged and
specify the type of exchanges in question.

T
he TM2021 cultural programme is the outcome of our
permanent dialogue with more than two hundred local
artists and cultural operators for more than four years.
45

Local artists and cultural organisations candidacy was announced in 2010, figures such as the musician Codrin
were involved in the candidacy process on the occasion of the inauguration Emandi, actress Ramona Olasz and the
from the early beginnings and will of a new theatre hall, once an Austro- writer Daniel Vighi. Representatives
continue to play a fundamental role in Hungarian riding school. Later, in of local cultural institutions or
the implementation of the programme. 2011, The Timioara European Capital organisers of major artistic events
of Culture Association was founded at are part of the Associations Steering
More than fifty are members of the the initiative of local public cultural Committee and thus directly involved
ECoC Association, another eight institutions and service clubs. This in the decision-making process:
are part of our Steering Committee, ensured a good collaboration between Victor Neumann, historian, university
thus they are directly involved in the Association and the cultural professor and Director of Timioara
the decision-making process. Other organisations and artists from the Art Museum; Levente Kozma, visual
cultural organisations have given us very beginning. More than 50 of the artist, co-founder of Simultan Festival;
significant feedback and contributed 112 members of the Association are Codrua Popov, literary advisor of the
with project ideas, while others are local cultural organisations, such Mihai Eminescu National Theatre
co-organising projects together with as the Mihai Eminescu National of Timioara; Vlad Gaivoronschi,
the Association. Last but not the least, Theatre of Timioara, the Csiky architect, president of the Romanian
many cultural actors supported and Gergely Hungarian State Theatre of Order of Architects, Timi Branch;
collaborated with us in many other Timioara, the German State Theatre of Corina Rceanu, cultural manager
ways, behind the scenes. Timioara, the Banatul Philharmonic at the Intercultural Institute from
of Timioara, the Timioara Art Timioara; Norbert Tako, independent
In 2009, the idea of the citys Museum, the Banat Village Museum festival producer; Marcela Titz, urban
candidacy was first discussed within of Timioara, the Merlin Theatre for planner; Ingrid Diac, cultural manager
the community as a consequence of Children and Youth (Puppet Theatre), at the Timioara French Institute.
Sibius success two years before. It local art galleries, the Timi County
was not by chance that Timioaras Public Library, and local cultural

timisoara2021.ro
3. CULTURAL AND ARTISTIC CONTENT

One of our goals has been to involve regarding the multi- and inter-cultural technology together in Addictive Lights,
as many local artists and cultural past of the city and the region. revive Ana=Logic, inspire innovation
organisations as possible, to collect but also crafts and manufacturing with
valuable ideas and to harmonise Social organisations had an input on Smartness Revealed, small cultural
different points of view to one the cultural aspects as well, suggesting infrastructure spread all over the city
single coherent vision, so that the examples and approaches for audience for Dare to Shine, mass celebrations
whole artistic community could engagement. Special thanks to Ceva de in Blossoms, bring the Heritage in
identify with the programme. We Spus and Pentru Voi Associations, to the Spotlights, find one million of
organised workshops, information Andrei Stratil from the accessibility Timioreni in Flash of Memory, address
and mobilisation campaigns, and team and to Roma activists Letiia the growing uneasiness towards
informal meetings where we invited Mark, Valentin Pepenel, Ion Goracel, the Roma with Invisible/Visible, do
46 freelance artists, or the ones acting in Victor and Ramona Fcle who have something unseen yet in a derelict
public institutions, cultural NGOs, and contributed to a large extent to address area in Space - Where Dark Meets
decision-makers from public cultural and raise awareness on the topics of Light, bring bureaucracy to public
institutions, with whom we had lively accessibility and Roma during our debate in Transparent Walls, address
debates over project ideas. Some of conferences and workshops. painful issues like those in Chiaroscuro,
them responded to our invitation, rekindle historic lights and think
others expressed their wish to be part The logo of the Association is the of future technology in Brilliant,
in the conception process. Their role in creation of the local visual artist and expand with vibrant projects to new
the development of the final concept graphic designer Pavel Vere, after two spaces like Mega Bega and Baroque
was crucial. public calls for proposals launched Reloaded, showcase the incredible
in 2011 and in 2012. The logo of the linguistic and spiritual diversity of the
The Intercultural Institute from candidacy, differing from the one of city in Words of Light and Let There
Timioara also had a key role in the the Association, is the work of tefan Be Light, make the pedestrian route
conception of the cultural strategy of Lucu, a young artist from Timioara. between the railway station and the
the city. A large group of people came centre more attractive with the ECoC
with valuable project ideas: Florin Forty-six local musicians, writers, Boulevard, invest in local talents in
Iepan, representing the Association of visual artists, directors of cultural Insights, encourage voices of returned
Documentary Filmmakers, Lia Lucia institutions are ambassadors of youth contributing to a new vision
Epure representing community service TM2021 and their number is growing. under Circulating Skyscapes, promote
clubs, Oana Borlea and Lorena Vlad Their testimonials are accessible on the participative city design with Inspired
from ProPhilarmonia, Marius Gai Association homepage: View, think of the future in Twinkling
from Baroc Festival Association, the www.timioara2021.ro. They promote Little Global Cities and Solar City, make
visual artists Gabriel Kelemen, Corina the candidacy at their events. the light from Timioara radiate all
Nani, Rare Moldovan, Dana Sarme, over the world in the Never Ending Ray
Constantin Flondor, the writers Radu While the launching of our first of Light.
Pavel Gheo, Alexandru Potcoav, Viorel two concepts - 'REVOLutionary' and
Marineasa and Eleonora Ringler-Pascu, 'Channel of Cultures' - took place in The dynamics of the process behind
the musicians Vlad Colar, Teo Milea, formal locations such as the hall shared our candidacy made us realise the
Gabriel Almai, Sebastian Spanache, by the Romanian National Opera of local artist-activists are crucial to
Santa Csaba, Szab Zsolt, Bogdan Timioara and the Mihai Eminescu implementing a complex programme
Nagy, Aura Twarowska, and the actors National Theatre of Timioara in such as TM2021.
Georg Peetz, Borbly B. Emlia, Baczo 2012 and, respectively the Timioara
Tnde, Simona Vintil, Attila Balzs, City Hall in 2014, the course of the
Ana Maria Pander, Iova Ionu, Roman preparation process took us closer to
tefan, Mdlina Ghiescu Petre, Olga the alternative scenes in locations such
Trk, also cultural managers Alina as Ambasada Plai or the space of the
Cristescu, Clin Rus, Alina Baciu, Auleu Independent Theatre.
Adrian Mirescu and representatives
of the international community The concept Shine your light Light
Siegfried and Geraldine Geilhausen up your city! was tested in the summer
and Jose Miguel Vinals, came with
valuable project ideas. We have closely
of 2015 in 21 organised workshops and
collaborated with sociologists and countless informal meetings with over 250
humanists from the West University people.
of Timioara, such as Bogdan Nadolu,
Alin Gavreliuc and Corina Turie. Most of the programmes were
The historian Victor Neumann had developed from suggestions written
a strong influence throughout the on post-it papers during meetings:
TM2021 concept elaboration process use alternative power for events in
offering consistent historical elements the opening event, bring culture and

Timioara 2021 European Capital of Culture / Candidate City


4. CAPACITY TO DELIVER

Please confirm and evidence that you have broad and strong political
support and a sustainable commitment from the relevant local, regional
and national public authorities.

T
he ECoC Candidacy is the citys first community-wide
project since the 1989 Revolution.
Our local political support is due to the communitys
great interest in the ECoC project and the direct involvement of
the citizens and civil society organisations in our initiatives. 47

Timioara City This widespread appeal ensured steadily, turning politicians into its
Councils Decisions, a broad, strong and long-lasting followers, as proven so far.
adopted unanimously:
political support, which also needs
No.82/29.03.2011 on to be seen in the context of the We also aim to approach, as member,
supporting the candidacy. relative nature of the political scene. the recently-established Timioara
No.250/12.07.2011 on the Between now and 2021, there will be Economic Consultative Body which
Municipality becoming six elections: two locals in June 2016 includes more than 40 organisations,
founder member of the
and 2020, two nationals in December such as business clubs, clusters,
Association.
No.271/14.05.2013 on 2016 and 2020, the European in development agencies, banks,
increasing the amount of the May 2019, and the presidential in universities and diplomatic bodies.
citys membership fee. December 2019.
No.371/01.08.2014 on At the regional level, the Association
including the candidacy logo
The broad political support is signed a cooperation framework
on all official documents.
No.252/26.05.2015 on confirmed and evidenced, firstly agreement for the implementation of
increasing amount of the by nine policies supporting the the Bega Canal Tourism Development
citys membership fee. ECoC project which were adopted Strategy with all local public
No.395/22.09.2015 to unanimously by the local and regional authorities from the Bega Canal area,
approve the contribution of
councils (six by Timioara City including the Timi County Council,
20 million for the case the
city is awarded the ECoC title. Council and three by the Timi County the Timioara City Council, the Timi
Council) and secondly, by two political Agency for Economic and Social
Timi County Councils agreements signed by all political Development, the Banat Regional
Decisions, adopted leaders first in March 2011, and Development Agency, the Zrenjanin
unanimously:
reinforced in January 2014, affirming Regional Chamber of Economy (in
No.106/04.08.2011 on without reservations the support for Serbia) and 18 other partners.
becoming founder member the ECoC project - both their own
of the Timioara - European and the support of the parties they Within the regional context, Timioara
Capital of Culture Association represent. has also established cultural
/ Candidate City and the
cooperation agreements with three
respective membership fee.
No.134/28.08.2013 on This backing is translated into the cities in Serbia, namely Zrenjanin,
increasing the County provision of public financial resources Pancevo and Novi Sad.
Councils membership fee. and other necessary means. It is also
30.09.2015 to approve the driven by the determined commitment Whithin a national context, the
contribution of 5 million for
and the diverse representation of the Romanian National Opera and the
the case the city is awarded
the ECoC title. local civic community involved in the 'Mihai Eminescu' National Theatre of
preparation. Timioara are supported directly by
the Ministry of Culture and are active
If the 1989 Revolution was a civic members of our asociation.
outburst, the ECoC initiative is a civic
movement which grows slowly but

timisoara2021.ro
4. CAPACITY TO DELIVER

Explain briefly how the European Capital of Culture will make use of and
develop the citys cultural infrastructure.

T
he cultural infrastructure of the city is both material and
immaterial, both people and objects, both communities
and buildings. While our strategy when it comes to
material infrastructure is opening-up, our focus is on people as
an inherent part of the immaterial infrastructure.
48

We will employ a dual approach: Baroque Reloaded we want the current Timioara already has good examples
on one hand make better use of the cultural organisations to change their of public and independent cultural
current infrastructure and on the other ethos of fortresses of high-culture and initiatives of reconversion of heritage
develop new ones. open their doors to the community. At spaces. The Maria Theresia Bastion
the same time we want to turn temples is part of the old city fortress wall
When it comes to immaterial culture of consumerism, like shopping malls, which has become a cultural space,
we are planning to work on two levels into new sets for participative artistic temporarily hosting the Banat
in partnership with the other cultural actions. Museum of Timioara, the Timi
institutions in the city: build and County Public Library, the office of the
train human resources and produce Material cultural infrastructures is Timioara-European Capital of Culture
skills, as well as change cultural very diverse in Timioara: 40 cultural Association, the Timioara Society, a
consumption pattern and behaviour. institutions including 9 theatres, jazz club and an art gallery alongside
We do have a good foundation to build 7 museums, 13 libraries, 15 art other entertainment spaces. From the
on. According to a study on the Cultural galleries, 3 cinemas and an open air independent sector, we have Ambasada
Vitality of Cities, in 2010, by the Centre amphitheatre. Timioara ranks second Plai, a cultural hub which offers a
for Research and Consultancy in in Romania, after Bucharest, for the cafe and free spaces for interaction,
Culture (Bucharest), the cultural life of number of seats in auditoriums, with workshops and presentations for
our city is ranked fourth in Romania 2.900 seats. Timioara has the largest young independent artists, Scr
due to the balance between cultural heritage of historical monuments in that hosts both the Museum of the
infrastructure and creative industries, Romania: 14.500 historical buildings Communist Consumer and Auleu the
participation and human resources, of various styles (Baroque, Secession, only independent theatre in Timioara.
and the budget allocated for culture. Art Nouveau, Romanian Brncovenesc
Moreover, according to the Cultural and inter-war styles) from which More such restoration and repurposing
Strategy of Timioara for 2014-2024, an extremely small percentage, less projects prove the great potential of
when it comes to consumption, the than 10%, are rehabilitated, partially the citys infrastructure: the restoration
audiences and cultural consumers or entirely. This aspect is significant of the Huniade Castle which hosts
of Timioara attend museums (38%), as most of the cultural institutions the Banat Museum of Timioara (still
libraries (39%), theatres and opera are located in historical buildings in progress); the TIMCO industrial
(36%), cinemas (29%) art galleries within the historical centre of the city. halls which have been transformed
(29%), philharmonic concerts (50%). Timioaras master plan is to restore into an exhibition venue mostly for
Building on this asset, the TM2021 the heritage buildings, both publicly contemporary local and international
programme adopts a participatory and privately owned, and the ECoC title artists (recently an exhibition in
approach, we want to open events in would give a much needed boost for partnership with Lille 3000 called
the neighbourhoods - not just in the this process. Futurotextiles); a derelict 18th-century
city centre where most of the cultural army barrack - Cazarma U - which
infrastructure is. So, 80% of our events, Parks are also a real cultural asset, has been appropriated for the first
including the opening and closing giving Timioara one of its nicknames edition of Art Encounters, a biennale
ceremonies, the Mega Bega Festival, 'The city of parks'. Known as the of Romanian contemporary art; the
will take place in public spaces such as city of parks, at one time you could 19th-century Synagogue in the Cetate
parks, squares, on the street, interior cross Timioara just through the [Fortress] neighbourhood, which hosts
gardens, the Bega Canal banks. These parks. Therefore, parks have become concerts, film screenings and other
aims are all in line with our Light up important open spaces for cultural artistic initiatives, such as the Simultan
your city! communication strategy. interventions. In 2013, green areas annual festival for video, media arts
of Timioara were 477.51 ha with and experimental electronic music;
When it comes to material cultural 37,57 sq m/citizen, much more a former imperial circus and later
infrastructure, our strategy is to open than the European Commission sports hall, located in the city centre,
up spaces. With programmes like recommendation (26 sq m/citizen). as well the former Synagogue in the

Timioara 2021 European Capital of Culture / Candidate City


4. CAPACITY TO DELIVER

Fabric neighbourhood have both been Cetate and Fabric neighbourhoods, for performances and artistic
transformed into theatre halls, making churches, schools, social centres, interventions, such as concerts of
Timioara the only city in Romania former cinemas, derelict sites, Banatul Philharmonic in stadium,
outside Bucharest, which has an stadiums, sport grounds. The the airport, on the Bega Canal, on
alternative performing space for the programme Dare to Shine is to bring building and derelict sites; street art
Romanian National theatre. culture to people, so we make it works in abandoned industrial sites
accessible to all and use culture as and buildings walls with support from
In line with one of the citys a means for social inclusion. Our the already well known International
urgencies, we want to reclaim for message is that culture is for all. Street Art Festival, which gathers
cultural interventions existing public annually graphers from our country,
infrastructure in various parts of the We would also like to continue Europe and America.
city, such as the synagogues in the using unconventional places 49
M
0K

What are the citys assets in terms of accessibility (regional, national and
30

600KM
international transport)?

T
imioara is an easily-accessible city by any means of
transport, especially by car, from many European cities,
due to its geographical location and the infrastructure
investments made since Romania joined the European Union in
2007.

By car as traffic has been growing by five which links it to both the Romanian
percent annually since Romania joined capital, Bucharest and to other
One of the greatest advantages of the European Union in 2007. With only European capitals and major cities,
Timioara is its geographical location one highway crossing the county, even including Paris, Dortmund, Munich,
near the western border of Romania, though it is not yet completed, Timi Frankfurt, Brussels, Milan, Bologna,
being the closest major Romanian County is among those with the highest Rome, Treviso, Bari, London,
city to Western Europe. Timi county density of roads, an extensive network Barcelona, Madrid and Valencia.
has two international borders with with 533 km of national and 2.368 km In total, it offers 23 direct flights
Hungary and Serbia, with which it of county and communal roads. By to Europe, four national and 19
shares three border crossings: Cenad 2021, we hope that the highway will international, providing connections
(DN 6) to Hungary and by Stamora have been finished, and more roads to eight European countries. The most
Moravia (DN 59) and Jimbolia (DN upgraded, so that the mobility of the travelled route is Timioara-Munich.
59A) to Serbia. However, it is connected people within the Banat region grows. Due to this easy access route, many
by highway only to Hungary via A1, Romanians commute across Europe,
the only cross-border highway in and many Western Europeans do
Visual references to the ECoC business in Timioara. However, the
Romania, part of European Corridor
history will be placed along the number of passengers has dropped
4 - TENT core. Nevertheless, this
main international roads connecting over the last four years due to the
makes Timioara very easily accessible
Timioara with the airport and the economic crisis. As the third largest
by road from Central Europe. This
four borders in the region: Ndlac, airport in Romania, the passenger
highway will continue to Bucharest,
Moravia, Jimbolia i Cenad. traffic is 800 per hour for international
thus making the connection between
the western part of the country with flights and 500 on national routes.
the capital. It is hoped that given the economic
By airplane
potential of the city and the region, by
The road infrastructure needs serious Timioara has the only international 2020 that traffic will peak at 1.6 million
improvements and great investment, airport in the west of the country a year.

timisoara2021.ro
4. CAPACITY TO DELIVER

The airport is located 12 km north- Visitors coming to Timioara by train River Administration are moving on
west of Timioara with access via the will have their first experience with the the Canal, with the purpose of cleaning
European Road E70. The easiest way city by walking the cultural kilometre it. Consideration has been given to the
to get to the airport is by car, taxi or from the ECoC Boulevard. idea of connecting Timioara to the
airport bus. The local authorities plan navigation system Rhine-Main-Danube,
to build an underground train which which connects the North Sea with the
will link the airport to the train station By bicycle Black Sea.
in order to increase mobility.
Cycling is rapidly becoming a very
popular means of transport, through A smart, efficient and
By bus the efforts of local NGOs like Verde ecological way to travel
50 There are several bus stations in
pentru bicilete (Green light for
bicycles). This tendency is also Given the recent high rise in the use
Timioara, located in different parts supported by Timioaras municipality of personal cars, we want to change
of the city, which provide regular by constantly introducing new cycle the general perception that this is the
connections to cities throughout the paths. Now every road infrastructure most efficient way to get around the
Banat region, as well as Transylvania. project also includes a cycle path. city. In order to achieve this change
These will serve well the population in behaviour, we need to start with
from the surrounding areas who we A free bike-renting service was also making the authorities aware so every
want to attract to Timioara during the introduced by the local authorities new urban redevelopment does not
2021 celebrations. Velo TM . plan the city for cars, but for people
and public transport. This will make
There are also direct bus routes from Timi county has recently opened the the public transport more efficient
Timioara to a many European cities, longest paved cycle route in Romania. which will convince people about
especially in Germany, Italy and Spain. It is 37 km long and connects the city the advantages. This will build on
of Timioara to the Serbian city of Timioaras well-known association
Zrenjanin. Similar to this route, there with promoting public transport, as
By train are plans for a route that connects it was the first city to have an electric
Romania to Hungary. tram. Even now, the tram network
Timioara is well connected by railway is the biggest in the country after
both nationally and internationally. It Although cycling is being embraced Bucharest. 49% of passengers use the
has six rail stations, the main one being as a pastime and a number of cycling tram. The Solar City Centre will host
located in the northern part of the city, routes are being developed within an international exhibition of solar-
just ten minutes walk from the city the region as part of the eco-tourism powered vehicles.
centre. strategy, there is no EuroVelo route
crossing Timioara yet. There are three
Timi county has the oldest and routes not far away from the city which Disabled access
densest rail network in Romania, passes through Szeged, Belgrade and
covering more than 91 km per 1000 m. Novi Sad. Frequent consultations with
Timioara is also the most important local associations advocating for
railway node from the western part accessibility, the creation of a
of Romania, but the railway station By water dedicated working group and the
building is in a dire condition. jointly drafted report Access and
Bega Canal is located in the western participation to culture of disabled
The National Railway Agency (CFR) part of Timi County and is one of the people in Timioara, lead to careful
plans to connect the main station few artificial waterways in Romania. assessment and preparation of the
of Timioara and the main station It is 44 km long in Romania's teritory citys cultural, touristic and mobility
of Arad to the Trans-European and was the first navigable canal infrastructure to be free of any barrier.
Transport Network (TEN-T), through a built in the country. The navigable Consideration will be given equally to
modernisation project. Currently, the part of the Bega Canal starts in wheelchair users, people with limited
TEN-T overlaps with the main railway Timioara, then flows to south-west, walking abilities, sightless and partially
route 200 Curtici-Arad-Simeria and crosses the Romanian Serbian border, sighted, hearing impaired and mentally
the 900 Timioara-Bile Herculane; and continues 72 km in south-west disabled people. Actions related to
it also overlaps with the secondary direction, to the river Tisza. In infrastructure will be complemented
railway routes 217 Timioara-Arad and an effort to make the Bega Canal with measures to make accessible the
922 Timioara-Moravia. There are navigable again, the municipality has cultural content, where possible, and
already 12 county railways connected invested more than 20 million in the the publication of a guide dedicated to
to the Trans European Transport appropriation of the banks, some of disabled visitors of the ECoC.
Networks (TEN-T). Thus, Timioara has the funds being provided by the EU.
good connections with three capitals: Currently, within Timioara city limits,
Budapest, Belgrade and Bucharest. with the exception of several small and
leisure boats, only the dredges of Banat

Timioara 2021 European Capital of Culture / Candidate City


4. CAPACITY TO DELIVER

What is the citys absorption capacity in terms of tourists


accommodation?

T
imioaras accomodation capacity has nearly doubled
within the last ten years, while the number of visitors
has significantly increased too.

If you want to visit Romania, Timioara In terms of accommodation, the used during the summer by youth and

51
might not spring to mind as the first number of visitors grows every year budget travellers. New accommodation
place to see on your list. But it is about seeing a 25% rise in the last five years facilities will be tested in cutting-
old novelty and that is what the city while Timioaras capacity has also edgeprogrammes such as Solar City.
as a whole is offering. The Victory nearly doubled within the last ten
Square, in the city centre, shielded years. The number of beds in the Timi Considering the relevance of tourism
by the Romanian National Opera of County has grown by 63 % reaching as a driver for economic growth and
Timioara and the Mihai Eminescu 151 accommodation facilities. social innovation, we will mobilise
National Theatre of Timioara at one not only the local authorities and the
end and the Orthodox Cathedral with The city has 23.875 beds stakeholders in the tourism industry,
its eleven towers at the other, was the but also the entire local community,
for visitors.
most visited urban place in Romania in order to facilitate real interaction,
in the summer of 2015. This is just an New accommodation facilities, from on the one hand between tourists
appetiser of the citys great potential hostels to four or five star hotels, have and residents and on the other hand
for tourism, and this is before the been built, catering to a wide range between the city and its surroundings.
restoration of the historic city centre of tourists, from budget travellers We will encourage a more experiential
Cetate (The Fortress) is finished, in to well-off visitors. The American link with the place and the people
2016. publication, The Huffington Post, has through smart hospitality, a new
listed Timioara - the only Romanian concept in the Romanian context, like
Nevertheless, due to the lack of tourism city - alongside other cities in Spain, in the programme Heritage in the
strategy for the city and the region, Portugal or Bulgaria in their top ten spotlight. The ECoC will add value
so far Timioara has proved to have high-value affordable destinations, to the current policies by promoting
limited success in attracting Romanian with 18 four-star hotels, three of them new forms of urban thematic tourisms
and foreign tourists, with an average of part of international hotel chains, for a with memory and religious tours
only 27% of its capacity currently used. total of 3.860 beds. through our recent history, and
for the Banat region, experiential
Despite this modest occupancy, the In addition, the existing number of services such as eco- and agro-tourism,
number of visitors has significantly accommodation facilities include a health and adventure tourism, and
grown in the last ten years both in camp site, with 260 spaces including enogastronomic tourism promoted
Timioara and Timi County, most of small cabins, zones for tents and by a specific Mega Bega flagship
the visitors coming from Romania. The caravans, the seven hostels offering a programme. We will also exploit
offer for foreign tourists needs to be total of 348 beds, the 39 guesthouses the potential of the IT&C tools and
developed so that more Europeans, and offering 857 beds, 5.450 beds in platforms we are currently developing
others, consider this region and city as boarding schools, and the 13.100 within our cultural programme to
tourist attractions. beds in student halls owned by the make these facilities more visible to the
four public universities, which can be tourists.

Total number of visitors to Timi County: Total number of Romanian and foreign visitors:
Foreigners Romanians Timioara Timi county

300.000 300.000

19% 18%
35% 28% 20% 19% 20%
34% 31% 29% 19%
31% 20%
33% 22%
32% 18%
32%

150.000 150.000

67% 65% 66% 68% 68% 69% 69% 71% 72% 80% 81% 80% 78% 82% 81% 81% 80% 82%

2006 2007 2008 2009 2010 2011 2012 2013 2014 2006 2007 2008 2009 2010 2011 2012 2013 2014

timisoara2021.ro
4. CAPACITY TO DELIVER

In terms of cultural, urban and tourism infrastructure what are the


projects (including renovation projects) that your city plan to carry out in
connection with the European Capital of Culture action between now and
the year of the title? What is the planned timetable for this work?

O
ur plan in connection with the ECoC action is to turn
Timioara into a place where people are the core of the
infrastructure. What really matters in our programme
is to have a city which is intensely lived and experienced, in
52 cultural, urban, touristic terms, by both its inhabitants and
visitors. In this sense, the citys infrastructure is to be open,
inclusive and friendly in order to transfer peoples energy into
the community, thus facilitating an inclusive and fresh sense of
citizenship.

Infrastructure intervention The amount Notes Description


(EUR)

CULTURAL INFRASTRUCTURE
Art-Technology-Experiment 12.000.000 Main objective of the City of A centre open to experiment and innovation through
Centre Timioara Cultural Strategy. art and technology both as methodologies and artistic
expressions. A place for artistic production with
integrated educational and artistic research facilities.
Financing: City Budget, and
EU funds (Guaranteed in the
Cultural Strategy)
The new German State 1.500.000 Financing: City Budget. Design Celebrate the multicultural ethos of the city, this is
Theatre Hall in progress. Completion: 2017 a conversion of an industrial building into a cultural
centre.
Mreti Culture Centre 5.000.000 Design in progress. The Oldest Public Hospital (1745) in Eastern Europe will
Prepared for ERDF funding become the largest cultural facility in the city, hosting
the Intercultural Institute from Timioara , the Timioara
German Culture Centre, the Timioara French Cultural
Institute, the new Fortress Museum and many other
small cultural initiatives.
The Synagogue Culture 2.500.000 Design in progress. With a capacity of 3.000, the 19th-century synagogue
Centre (in Cetate/ Fortress Prepared for ERDF funding will be transformed into a concert hall and culture
neighbourhood) facility.
Rehabilitation of the Palace 15.500.000 Re-design in progress. A complete restoration of this iconic building which
of Culture Work partially completed. currently hosts the Romanian National Opera of
Funding secured through Timioara, the National Mihai Eminescu' Theatre, the
national and EU funds German State Theatre of Timioara and the 'Csiky
Gergely' Hungarian State Theatre of Timioara.
The Museum of the 3.000.000 Design in progress. A new building for the Museum of the Romanian
Romanian Revolution Funding secured by the Revolution is planned, where the story of the Romanian
Ministry of Culture Revolution will be told in a modern, creative and
innovative manner. It includes a centre for education
and research.
Creative conversion of old 2.000.000 Design in progress. Nine former cinemas which will become part of the
cinemas into cultural/art Funding secured from the municipal patrimony in 2015, will be converted into
centres Municipality budget cultural centres such as theatre studios, art cinemas,
art galleries etc.
The restoration and 11.000.000 Design in progress. Situated in the heart of the city, the restoration is
repurposing of the Huniade Funding: City Budget, County an important investment in the cultural heritage of
Castle, the home of the budget and ERDF Timioara with great tourist potential.
Banat Museum Timioara
The rehabilitation of the 3.000.000 Financing: City Budget Investment which will transform the museum into one
Banat Village Museum of of the biggest attractions in the region.
Timioara
Subtotal culture 55.500.000
infrastructure

Timioara 2021 European Capital of Culture / Candidate City


4. CAPACITY TO DELIVER

URBAN REVITALISATION
The rehabilitation of the 12.000.000 Financing: EU funds. In Covering 9 ha, the area consists of 4 squares and 9
public spaces in the Fortress completion streets which will become exclusively for pedestrians
neighbourhood - phase one use.
The rehabilitation of the 11.000.000 Design in progress. Prepared Phase two extends phase 1 by adding an additional 11
public spaces in the Fortress for ERDF funding streets covering an area of 8 ha. The pavement will be
neighbourhood - phase two completed and will become exclusively walking areas.
Rehabilitation of the urban 12.000.000 Financing: EU funds. In Using the great potential of the riverfront for becoming
public infrastructure for completion a central green axis in a new and articulated public
Bega Canal Waterfront space, with 18 new km of bicycle and pedestrian paths,
10 ha of new green areas and parks, new cultural event

53
spaces, as well as the first water public transport
service in Romania.
Rehabilitation of the Urban 10.000.000 Design in progress. Prepared The heart of the city and the setting for many major
Ensemble 'Corso', part of the for ERDF funding cultural outdoor events, the ensemble includes some
national heritage of the most important cultural edifices of the city. The
intervention will include new pavement and green areas.
Local financial support 9.000.000 Mixed financing: City budget, Increase the architectural quality of the 14.500 historic
programme for private Private funds buildings by restoration.
owners of historic buildings
Open Ville - urban 220.000.000 Private funding, secured One of the biggest urban regeneration projects in
regeneration project Romania (594.000 m2), completely privately funded,
converts a central industrial area into a 'lifestyle'
space. It will also include a Centre for Technological
Innovation, the second one to be opened in Romania by
Ness.
Subtotal urban revitalisation 274.000.000

ACCESSIBILITY INFRASTRUCTURE
Development and extension 138.350.000 Feasibility study: 2015. A new passenger terminal, a new cargo terminal and a
of the Timioara Airport Execution: 2016-2018. multi-modal connection to a new Bus Terminal, as well
Funding secured: National as to a Railway Terminal.
Transport Masterplan
Timioara-Moravita (ET 59.000.000 Execution:2017-2018 This road, part of E70 European Route, is the
Banatica) - Euro-trans - the Funding Secured: National southern connection from Timioara to Belgrade. The
European road to Belgrade Transport Masterplan Romanian sector Timioara-Moravia is proposed to be
modernised, with completion by 2018.

Bike sharing system in the 1.600.000 Completed 2015 - extension ERDF-funded, the project was completed in 2015
City of Timioara until 2020 through EU funds and created the first public free bike sharing system
in Romania with 300 bicycles at 22 public transport
stations, along with 25km of cycle lanes.
Timioara Detour (City Belt) - 59.520.000 Execution:2017-2018 The Detour will create an alternative for heavy traffic in
Southern sector Funding Secured: National the direction to Serbia, decreasing the traffic through
Transport Masterplan the city and allowing better mobility in Timioara.
Timioara-Arad railroad 28.270.000 Execution:2016-2017 Part of TENT Core railway corridors, this project will
speed increasing project Funding secured: National more than double the speed of rail transport. It includes
Transport Masterplan railroad interventions, new trains and other measures.
Infrastructure projects 50.000.000 Execution 2015-2020 The 5-year infrastructure programme will complete
for completing Timioara Funding: ERDF funds, National Timioara transport rings by building 4 new bridges, 2
transport rings 1, 2, 4 Budget, City Budget underground passages for cars and public transport.
(bridges, roads, bicycle The programme is part of the Sustainable Urban
lanes, pedestrian, Mobility Plan to be approved in October 2015.
underground passages)
Subtotal accessibility 336.740.000

TOURISM INFRASTRUCTURE
The rehabilitation of the In calculation 2014 - 2020 The project is part of the citys Strategy for the Youth.
school camps infrastructure
Water Universe theme 18.000.000 2014-2020 The initiative is part of the strategy for attracting more
park tourists in the region.
Science and Technology In calculation 2014-2020 A place where local and regional technological and IT
Museum innovation is showcased
Subtotal tourism 18.000.000
infrastructure

TOTAL 684.240.000

timisoara2021.ro
5. OUTREACH

Explain how the local population and your civil society have been
involved in the preparation of the application and will participate in the
implementation of the year?

I
ntensified contacts during the last five years have led to a
deep civic engagement which is the stepping stone for the
next five years of our work in and with the community.

54 In numbers:
13 local civic initiators*.
Citizen participation 2010-2015 Citizen participation 2016-2020

Throughout our five-year history, In the run-up to TM2021, we will


63 founders, including: we have gone through waves of ensure that the citizens of Timioara
16 cultural operators, enthusiasm and fierce criticism, high stay informed and get involved in the
28 personalities, opinion and low energy, high hopes and bitter planning of the neighbourhood cultural
leaders and citizens, scepticism. infrastructure for 2021 foreseen in
7 businesses,
Dare to Shine. We provide tools for
2 local authorities.
112 current Association members. The population of the city has been collaborative projects such as Flash
continuously informed about the of Memory, learning opportunities
160 volunteers, since 2012, out of
initiative and the bidding process, with local and international artists
which: 63% are pupils, students
and postgraduate students, 35% which translated into the engagement preparing Blossoms or Chiaroscuro and
are employees from 15 different on a scale not known before in our city: a voice in the selection of open projects
fields, 73% women. online networks, mass-media, seminars and activities to be added in the final
1.100 contributors to the concept and especially many face-to-face street programme.
and cultural programme. events.
1.300 - 1.500 visitors per month
on our website. In the shaping process of our concept During 2021
we have emphasised the meaning of
over 30.000 likes on Facebook. The entire programme is built as an
the ECoC and the transforming role of
114 twitter followers and audience-development tool, with
culture for the city, thus correlating
various levels of engagement: as new
53 instagram followers. the candidacy with the citys current
public, as contributors to collaborative
urgencies.
36.000 stickers, 25.000 flyers projects, as amateur artists or as
in 5 languages, 7.000 citizen involved volunteers.
brochures, 1.000 business We set up a call of workshops to find
brochures, 1.400 pens, 840 out the unique traits of the city and we
posters, 1.300 T-shirts, 2.000 established the citys key urgencies that
bracelets, 500 cups. After 2021
shaped our candidacy concept.
727 articles in the local media. After TM2021, the ECoC year citizens
18 articles in international media. We have also run workshops for of Timioara will be the main voice in
project ideas with stakeholders to the evaluation of the ECoC process. In
Exchange of experiences with 9
ECoCs. debate the artistic programme strands the long-term the city will have new
and projects. Because of our purposeful mechanisms for cultural management
153 institutions and more than
approach, the ECoC community has that involve the local population in
5.000 citizens took part.
grown each year. decisions and co-creation of cultural
*
Cultural Academic Foundation of Timioara, content.
Mihai Eminescu National Theatre of Timioara,
Bega Foundation, ProPhilarmonia Association,
Timioara 89 Foundation, Timisiensis
Association, four Lions Clubs, three Rotary Clubs

Timioara 2021 European Capital of Culture / Candidate City


5. OUTREACH

Our timeline showing the civic involvement

2010 2011 2012


Civic engagement led to the first Signing the civic engagement Launching SWOT analysis, debates
55
declaration of the then citys mayor agreement by local NGOs, cultural on the REVOLutionary concept;
on the ECoC; operators, artists, public figures,
business and mass media; Pilot audience development project
Community clubs organised the The memory of my neighbourhood
first debate with creative industries City and County Councils professional visual and performing
and young people. unanimous support, in less than 21 artists working together with
days from the civic engagement citizens in the 6 historical
agreement; neighbourhoods of Timioara;

Founding the civic Timioara Learning from other ECoCs: Lille


- European Capital of Culture 2004, Sibiu 2007, Pcs 2010.
Association, Candidate City
with financing based on private
sponsorships and the membership
fees.

2013 2014 2015


Strengthening the funding and the Running a large awareness raising Continuation of debates and
logistics support from the local and information campaign about workshops on accessibility to
public authorities and private the ECoC programme and its culture with other vulnerable
sector; benefits; groups, especially refugees and
migrants, and people suffering
Running a pilot project to promote Reinforcing the political support poverty;
Timioaras major festivals in the of all political parties, all public
country and abroad; and private universities, all public Running consultation campaigns
cultural institutions and all the and workshops with the artistic,
Learning best practices from other citys ethnic minority groups cultural and social sectors;
ECoCs: Liverpool 2008, Stavanger and associations through signed
2008, Linz 2009, Marseille 2013, declarations; Shine your light - Light up your
Paphos 2017. city! final concept launched and
Continuing in-depth debates on the programmes defined;
Launching the TM2021 'Channel of Cultures' concept, and
Volunteering programme and participating to focus groups within Running participation campaigns in
continuing the Ambassadors the Timioaras Cultural Strategy the community, being present with
programme; development process, for 2014 info points at various public events,
2024; and applying open-doors policy in
Conducting sociological studies on the TM2021 candidacy office;
the citizens support and what best Initiating debates and workshops
represents Timioara. on accessibility and participation to Mapping international contacts
culture of disabled citizens. of the local population and civil
society.

timisoara2021.ro
5. OUTREACH

How will the title create in your city new and sustainable opportunities for
a wide range of citizens to attend or participate in cultural activities, in
particular young people, volunteers, the marginalised and disadvantaged,
including minorities? Please also elaborate on the accessibility of these
activities to persons with disabilities and the elderly. Specify the relevant
parts of the programme planned for these various groups.

T
hrough our Shine your light Light up your city! cultural
programme, we create the path that turns disconnected
56 individuals into engaged citizens of Europe. This applies
especially to the young in search of a vision, the volunteers
willing to offer their energy to the community, the elders
preserving values and heritage, the vulnerable groups holding
important perspectives on our society.

The overall strategy can be summed of flats, in crumbling old buildings, in large number of people with
up by the following seven verbs, which villas from the new residential areas disabilities live very isolated lives,
also apply to the social transformation unreachable by public transport, or in both because the city fails to provide
process we set in motion. night shelters run by social services. an accessible infrastructure and
With the project Inspired View, together because of overprotective families.
accelerate slow processes such with teams of young architects, we are Elderly parents of young people
as accessibility of public cultural planning a detailed mapping of the city, who migrated abroad live alone and
infrastructure; seen not as districts divided by streets, isolated, disconnected from technology,
expose the inner light of everyone but as neighbourhoods naturally mediated communication and social
joining in, including the marginalised formed around points of interaction interaction, fearing they might die
and disadvantaged; with small-scale infrastructure and and not be noticed for days. As in
reflect the kindness and events; many European cities, families with
togetherness beyond peoples abilities, very young children hardly get out of
religion, race or culture; Proposing a vast array of artistic their homes as childcare has become
penetrate rigid mentality that forms and languages which will an expensive service instead of a gift
excludes, segregates and pushes address audiences of all ages, among extended family. Vulnerable
vulnerable people on the brink; education, geographical origin, children and the elderly are sent
network and globalise as language, social background, digital around the cafs in the central areas
opportunities for personal growth and literacy; to beg from tourists. Benches in public
fulfilment for young and senior alike; spaces disappear at the request of
re-start as empowered individuals Addressing accessibility as one of residents disturbed by homeless people
in a transformed community, keep on the most important topics on the sleeping on them.
shining and lighting up the city, and ECoC agenda for Timioara. This is
beyond. understood in all forms: physical, The team preparing the ECoC has
visual, auditory, use of simple language paid special attention to understand
We believe that building trust is a key and signs; these complex issues. We have asked
element to ensure that the citizens ourselves How can we prepare a
of Timioara will attend and, ideally, Preparing our programmes carefully programme which will not be a mere
participate in cultural activities, by: and strategically with the support attraction to be watched by many, but
of social and artistic animators who which actually engages the widest
Offering a wide range of locations, will be able to inspire trust through possible audience and leaves a legacy
we build trust by ensuring that the their own passion and talents, and to beyond the year 2021? We have heard
ECoC programme is not just another encourage everyone to join in. many voices during the concept-testing
party in the city centre, but an phase and we let them tell us how they
opportunity for each and everyone, We specifically take into account understand the opportunities created
whether they live in concrete blocks vulnerable groups. An unacceptable by ECoC.

Timioara 2021 European Capital of Culture / Candidate City


5. OUTREACH

Raluca is a still somehow scary for her. Addictive Chris came to


young activist for Lights is one of the programmes that Timioara from
accessibility. Since will give her the opportunity to join the Nigeria and is very
attending her local growing European network of online much looking forward
nursery, and all the senior users. to 2021. The African
way to university continent is little
graduation, Raluca, together with her Edith is one of known in Central and Eastern Europe
family have fought constantly for her the volunteer and he is ready to become an organiser
right to be part of the community as guides trained by for multicultural events. He is also
any other person. She sees ECoC as an the Timioara Art interested in the topic of so-called
opportunity for improving accessibility Museum. Her age and Fortress Europe as migrants from
throughout the city, for changing Parkinson condition other corners of the world are not as 57
the general negative perceptions of did not prevent her from learning new welcome on this continent as they once
disabled people, as well as changing skills and enthusiastically present the were. Lights over Borders is the strand
perceptions about her own abilities art works in several languages. Elders through which we will invite artists
and about the participation of disabled like her will add the special touch to and activists to cover highly-debated
people. Therefore we will create programmes such as Heritage in the international themes such as refugees,
facilities which will enable her to Spotlights, Flash of Memory, Baroque migration and human rights.
attend each and every activity of 2021, Reloaded or Words of Light.
and not just basic ramps but also with Valentin is an activist
small podiums where she and other Eleonora grew up for Roma minority
wheelchair users can enjoy the same in an orphanage rights. He thinks
view. She speaks excellent English and is labelled as the discussions
and if she wishes, she will train as a having an intellectual should be about the
city guide, and will take international disability. She taught relationship among
tourists to those places which she us that accessibility different groups and the mechanisms
could not access before. She also has to public space refers, not only to that create conflict, stereotypes, social
a wonderful voice and will be more the physical space, but also to use stigma, exclusion, or trans-generational
than happy to attend open-microphone of simple language and orientation poverty. Besides Invisible/Visible and
events around neighbourhood stages in signs. She is currently working with Chiaroscuro, we will make sure that
the Dare to Shine programme. a cartoonist on a visual book of her the Roma culture and language are
life story, and in the next years we present in all programmes on diversity
Ana is a young will give her and many other young and community relations: Heritage in
single mother full people the opportunity to explore other the Spotlights, Mega Bega, Words of
of energy. She cares artistic languages, such as film and Light. His very dear dream for TM2021
for the environment forum theatre. Her experience of being is to attend a theatre play or a film,
and is concerned frequently checked by security guards in Romani language with subtitles in
particularly about who suspect her of stealing because she Romanian and English.
oil polluting the water resources. She is Roma is one of those many examples
organised a bike pick-up service for of every-day labelling and exclusion There are a
jars of used oil, while campaigning that we keep in mind for the Invisible/ considerable number
for a more serious involvement of Visible and Chiaroscuro programmes. of individuals who
the public administration on this stay anonymous
issue. Before 2021 she will have the Andrei is a young online, but who
opportunity to choose from many drummer. He taught are very vocal with
training programmes for event us what needs extremist messages such as Timioara
organisers, local guides, story tellers to be done for a - capital of rich and shameless gypsies,
and social animators. During the city to be friendly or No to Islamisation of Romania
ECoC year she will collaborate with and accessible when referring to refugees. We are
international artists and activists, to blind people. We will follow concerned as well but for a different
joining the wide European movement his recommendations for any reason. These voices bring Timioara
for sustainable cities featured in infrastructure to be set up, for the into the shameful top of European
Lightscapes. way we will design our website and cities with extremist voices. Light and
online presence and for inviting local Dark Spaces is one of the strands which
Rodica joined the and international artists to explore tackle such attitudes. We hope that
TM2021 volunteer and create multisensory works. We with the support of international artists
team with the hope will make sure he has access to a our city will become a place where
of creating a more community cultural space where he people learn to deconstruct labels and
attractive city for her can practice with his bands. In 2021 prejudices.
emigrated son, so he we hope he will play in our concerts
can return home. She takes pleasure in and share the stage with his favourite
learning new things but technology is international musicians.

timisoara2021.ro
5. OUTREACH

Explain your overall strategy for audience development, and in particular


the link with education and the participation of schools.

T
he audience development strategy is summed up
by the Shine your light call and is built on principles of
Culture 3.0. TM2021 will inspire and engage the public
in meaningful artistic works and projects that enlarge the view,
awaken potential, transform individual culture and memories,
58 from disconnected individual flashes to a radiating glowing
community of engaged citizens.

Following the third line of the 2024 The educational institutions will Although the community activities
Cultural strategy of the city, Involved be both the main partners and are part of the strategies of many local
Timioara and the European practices beneficiaries of this approach. More schools, very few actually manage
for audience development, the ECoC specifically, starting in 2017, each to truly attract an audience larger
programme will contribute to the educational establishment (all ages and than their own pupils and immediate
audience development through the levels) will be supported in terms of families. ECoC will offer them the
following approaches: logistics and capacity building in three motivation and the means to dissolve
directions: these borders and make schools
Bring culture to where people are the heart of their neighbourhoods,
We envisage cultural activities to take Build capacity for quality open to everyone, part of the larger
place in a wide network of locations partnership with cultural operators communities in the city.
close to where people live: schools, (local and international) that will
churches, social centres, shopping lead to the complex activities of 2021, In the long-term we aim to decline
areas, parks and squares. especially those under the strands education drop-outs by redefining
Inner Light, with the project Smartness learning through cultural self-
One event - many types of audience Revealed, under Shared Sight with the expression.
The cultural experiences in the ECoC project Invisible/Visible and under
programme will be selected based on Lightscapes, with Solar City.
their potential to attract a variety of
groups and segments of the population. Extend the diversity and approach of
extra-curricular activities. Currently
Focus on public engagement many schools, in both Timioara and
Each programme will have to address across Europe, focus on a limited
one or several levels of audience array of topics that are perceived as
development: inspire self-expression; important for success. The ECoC 2021,
welcome user-generated cultural with programmes like Dare to Shine
content, foster co-creation by engaging and Words of Light will be a laboratory
volunteers. to experiment with new approaches
to redefine education as attractive for
With this approach, we aim to children, and relevant to the present
change the cultural demand challenges of our society. Children of
and create a new culture of co- all ages will be given the opportunity
creation where the artists and to express their extraordinary capacity
activists facilitate collective for innovation and creativity, and thus
journeys. The long-term benefits go beyond the pressure to achieve,
will be the strengthening of our citys boredom and the negative labelling,
neighbourhoods and communities, which have devastating long-term
full of self-expressing citizens who effects.
communicate and create together a
city-wide European laboratory for Extend the quality, the audience
peaceful social transformation through and participation in educational
culture. facilities.

Timioara 2021 European Capital of Culture / Candidate City


6A. MANAGEMENT / FINANCE

City budget for culture


What has been the annual budget for culture in the city over the last 5
years (excluding expenditure for the present European Capital of Culture
application)?

The city budget for culture has almost doubled over the last five years. This budget
is one of the most stable budgets in Romania and was raised as a consequence
of the city master plan where the cultural strategy has a crucial role. The extra
funds are used to extend cultural activities to the surrounding areas for audience 59
development, especially in local culture and tourism, and to strengthen creative
and cultural agents. Expenditure for the preparation of the ECoC application (not
in the table below) slowly increased up to the current 2% of this budget.

annual budget annual budget for culture in the


Year for culture in the city city (in % of the total annual
(in euros) budget for the city)
2011 4.048.400 1,4%

2012 4.393.400 1,6%

2013 6.084.100 2,2%

2014 6.969.800 2,5%

2015 7.395.000 2,6%

In case the city is planning to use funds from its annual budget for culture
to finance the European Capital of Culture project, please indicate this
amount starting from the year of submission of the bid until the European
Capital of Culture year.

For the ECoC project the city has created a special budget line that is provided via
the central budget. Via a contract with the Association and following the approval
in the Timioara City Council of September 2015, arrangements are made how
this amount is transferred to the independent Timioara - European Capital of
Culture Association which prepares the bid and implements the programme in
case the title is awarded. Therefore, the ECoC project has no effect on the annual
budget for culture. Of course, during the ECoC years, the municipality can choose
to allocate some funds from the cultural budget for their own activities which are
ECoC related. These activities would be aligned with the indicators of the cultural
programme. The citys contribution to the ECoC amounts to almost half the total
cultural income from the public sector over the next 6 years.

Which amount of the overall annual budget does the city intend to spend
for culture after the European Capital of Culture year (in euros and in % of
the overall annual budget)?

Along the lines of the cultural strategy, it is planned that the city will spend 4,1%
(11.661.346) annually on culture in the years following the ECoC year. This is an
established policy and is needed to maintain the events delivered by the ECoC,
such as a stronger international profile (including a major event each year), artists
with strengthened competences and international contacts, and a cultural and
creative scene that is vibrant and internationally connected.

timisoara2021.ro
6A. MANAGEMENT / FINANCE

Operating budget for the title year


Income to cover operating expenditure:
Please explain the overall operating budget (i.e. funds that are specifically
set aside to cover operational expenditure). The budget shall cover the
preparation phase, the year of the title, the evaluation and provisions for
the legacy activities.

The municipality can bear the largest a contract with the Association in legal respective contracts.
60 part of the costs since Timioara
is among the top three stable local
terms. This means a multi-annual plan,
with key organisational, governance We work specifically with a model
authorities in the country. We are and staffing issues arranged, and where there is high expected income
experienced in successfully building financial commitments fixed until from the private sector. This sets the
and executing projects of the size and 2022. Clauses are in place so that it is interest to make the ECoC a success in
scope of an ECoC, and understand the not possible to change either the scope the regional context, and places the
importance of financial stability. For or the purpose of the budget. In a Association on a national platform.
this reason, as of 2011 the municipality possible second round the municipality
has set up a budget line so that and the county will ratify their
money is earmarked each year for
the preparation of the candidature. Total income
Unfortunately it is not possible to to cover From the From the From the From the
treat the budgeting as an investment operating public sector public sector private sector private sector
according to Romanian law but our expenditure (in euros) (in%) (in euros) (in%)
arrangement concerning the budgeting (in euros)
2017-2022 is as close as possible to
48.500.000 44.000.000 91% 4.500.000 9%
treatment as a would-be investment via

Income from the public sector:


What is the breakdown of the income to be received from the public sector
to cover operating expenditure?

The municipality and the county


Income from the public sector
(region) have both secured their in euros %
to cover operating expenditure
funding contributions. Funding from
the national government will be National government 12.000.000 27%
arranged with contracts for specific City 20.000.000 46%
activities, thematic projects and
County 5.000.000 11%
events. Others are public institutions
who are members of the Association EU (with exception of the Melina Mercouri Prize) 3.000.000 7%
which already pay annual fees, and Others 4.000.000 9%
municipalities from the region and
cities in the Danube region. 44.000.000 100%

Have the public finance authorities (City, Region, State) already voted on
or made financial commitments to cover operating expenditure? If not,
when will they do so?

Negotiation with the government on this funding has started and the amount
will be announced in Q2 2016. The Timioara Municipality and the Timi County
Council (region) have already voted to the financial commitments to cover the
above-mentioned operating expenditure through the Local Council Decision
No. 395/22.09.2015 and, respectively the County Council Decision of 30.09.2015.
The outcome of these decisions will be laid down into legal contracts with the
Association, valid until 2022. These contracts are the strongest possible guarantee
under Romanian law.

Timioara 2021 European Capital of Culture / Candidate City


6A. MANAGEMENT / FINANCE

What is your fund raising strategy to seek financial support from Union
programmes/funds to cover operating expenditure?

Our team includes experts who have Serbia-Romania (IPA) and Hungary- in the last four years of the Creative
experience totalling more than 50 Romania (INTERREG). Europe programme, mainly concerning
years working with projects funded film and European platforms and
by European institutions. They are the EU funding for regional development networks. Partners in the region
foundation of our strategy. which will jointly be applied for by have been trained and stimulated to
the Municipality of Timioara, the join in European applications. This
Furthermore, we have already carried
out a first scan of the programme to
Timi County Council and the other
municipalities in the Banat Region
has led to four applications. Also 61
funding opportunities are followed
confirm that we include activities is taken into account during the from PROGRESS concerning support
eligible for funding, such as stimulation preparation for a possible ECoC in for the social dialogue programme,
of traditional and cultural tourism, Timioara in 2021. The budgets will Horizon 2020 concerning the Open
participation and development of include funding for cultural and public Innovation 2.0 programme, the Smart
transnational cultural networks, space projects, amounting to between Cities programme and the Erasmus +
people-to-people projects in relation 15-20 million. for the Youth Partnerships programme
to the Bega Canal, capacity building (especially for capacity building).
and exchanges of citizens, artists and Concerning EU funding directly from
students, and cooperation between Brussels, monitoring has been done

According to what timetable should the income to cover operating


expenditure be received by the city and/or the body responsible for
preparing and implementing the ECoC project if the city receives the title
of European Capital of Culture?

Source of income for ECoC year


2016 2017 2018 2019 2020 2022
operating expenditure 2021

EU 0 450.000 450.000 450.000 570.000 900.000 180.000

National government 0 0 480.000 2.520.000 3.600.000 4.800.000 600.000

City 0 1.600.000 1.800.000 3.600.000 5.400.000 6.000.000 1.600.000

County 0 400.000 750.000 1.050.000 1.250.000 1.250.000 300.000

Sponsors 0 0 225.000 585.000 1.575.000 2.025.000 90.000

Other 0 200.000 480.000 680.000 1.040.000 1.440.000 160.000

0 2.650.000 4.185.000 8.885.000 13.435.000 16.415.000 2.930.000

The rationale behind this table is done on the basis of studying information on
funding of ECoCs of the last five years. In this study we have found that many
ECoCs depend heavily on pre-finance provided by the municipality and to a lesser
extent by the county. EU funding in the first years of the preparation is to be
arranged via EU applications directly from Brussels. We factor in funding from the
National Government only in a later stage due to its project-based funding.

timisoara2021.ro
6A. MANAGEMENT / FINANCE

Income from the private sector:


What is the fund raising strategy to seek support from private sponsors?
What is the plan for involving sponsors in the event?

The sponsorship strategy has a Eastern Europe. For example, at our Association members have contacts at
multilevel structure: we will work airport, important companies have national level which have also been
with media partners, key partner already arranged visibility for the approached. We have already received,
sponsorship, sponsorship of specific candidature throughout the bid book or have been offered, financial support
events (from individuals to national preparation phase. This strategy from international companies with a
62 companies, the lottery and with
international companies - with offices
emphasises the opportunities in
Timioara and the Banat region, in
local office, and from local companies,
such as Continental, Bega Group,
located in the region), royalties from terms of highly-educated people Timioreana, Staropramen, Hella,
productions generated by programmed combined with conditions for a high- Elba, Kathrein Romania, Green Forest
events, copyrights on products of quality lifestyle. furniture and Refurbished Computers.
the ECoC, and other traded income
generated by events and in-kind We will put out a call for cooperation First initiation contracts are expected
support. This will also include projects with companies to involve their clients, to be signed in a possible second
stimulating creativity in companies customers and suppliers, to develop round. For the moment a collaboration
(in product design and development, together events and exhibitions that is already taking place on the
reorganisations and internal problem strengthen the experience of Timioara development of Addictive Light on the
solving, marketing and sales). as a tourist and business destination. use of digital devices with Samsung
Romania, of Brilliant on development
The key element in the sponsor For the ECoC a group of entrepreneurs of solar energy for street lightning
participation is the on-going extensive has been approached and they have with ELBA lightning company and of
marketing campaign which positions already registered as members of the Circulating Skyscapes on awareness of
Timioara as the tourist and technology Association. The president of the board pollution with Continental tyre factory.
place to be in Central and South- is an entrepreneur. The board and the

The private funding follows the following structure:

Funding Type of cooperation Potential sponsors


350.000 Main partner 5-7 International and national operating companies with large presence throughout
the region and Europe-wide.
80.000 Partner 20 small and midsized businesses.

in kind Depending on volume Contribution via European and national co-branding and shared campaigns, hosting
in terms of nights and beverages, materials, IT solutions, expertise and time. This is
especially important from the qualitative perspective.
50-20.000 Supporter Crowd funding by organisations or people interested in specific events, especially
important for the Timiorenis living abroad with families from the region.

Operating expenditure: Please provide a breakdown of the operating


expenditure.

The bulk of expenditure is allocated focused on awareness, (international) idea that has to take place, there is
to the programme budget. 15% engagement and communication. The space in the budget to manoeuvre.
is allocated to promotion and other represents 6% reserve to be
marketing.The breakdown of allocated for contingencies, and to The allocation of 33,95 million for
expenditure for communication have flexibility, so that when at the the programme budget allows for a
is at the high end since it contains last moment a young completely significant spend on the key cultural
cultural projects that are mainly unexpected person walks in with an activities.

Promotion Promotion Wages, Wages,


Programme Programme Total of the
and and overheads and overheads and Other Other
expenditure expenditure operating
marketing marketing administration administration (in euros) (in %)
(in euros) (in %) expenditure
(in euros) (in %) (in euros) (in %)
33.950.000 70% 7.275.000 15% 4.365.000 9% 2.910.000 6% 48.500.000

Timioara 2021 European Capital of Culture / Candidate City


6A. MANAGEMENT / FINANCE

Budget for capital expenditure


What is the breakdown of the income to be received from the public sector
to cover capital expenditure in connection with the title year?

Those parts of the cultural Income from the public sector to cover capital
infrastructure and the urban in euros %
expenditure
revitalisation that are relevant to
National Government 87.000.000 20,8%
the ECoCs cultural programme,
and in need of modernisation, are City 82.350.000 19,7%
63
in the planning stage and most County 2.000.000 0,5%
of the funding is guaranteed. The
mentioned expenditure consists EU 210.000.000 50,2%
of the public-funded parts of the Other 37.000.000 8,8%
cultural infrastructure (from Q3
Total 418.350.000 100%
and 4 of 2016 and later) and urban
revitalisation only. Projects that are
only in the ideas phase, for example The connections with major European corridors via air, rail, water, highway,
the privately funded beer experience national roads and ring roads are undergoing modernisation and construction.
centre connected to the Timioareana These major projects will be completed from the end of this year onwards and
brewery, which will be important for will all be finished in 2020. This makes Timioara and its surroundings the best
tourism, are not yet taken into account. connected part of Romania by road and places them in the countrys top 3 best-
connected regions by air.

Have the public finance authorities (city, region, State) already voted on
or made financial commitments to cover capital expenditure? If not, when
will they do so?

In the table at page 52 on citys investments plan, the capital expenditures and the
status of the funding are notified per infrastructure intervention. According to
this, 90% of funds on cultural, urban and accessibility infrastructures (which are
by far the largest part) are approved and fixed.

What is your fund raising strategy to seek financial support from Union
programmes/funds to cover capital expenditure?

The main capital projects are in the National Transport Plan, in line with TEN-T,
which have EU funding via the national authorities.

Our fundraising strategy is to use the ECoC programme that is complementary


with ERDF and cross-border Romania-Serbia and Romania-Hungary funding 2014-
2020 EU.

Concerning EU regional development funding, since 2010 the regional and local
authorities have been aware of the planning, and have demonstrated how the
ECoC programme is complementary to the ERDF regional priorities, and have
identified the ECoCs ability to support strategic investment in the regional
development.

timisoara2021.ro
6B. MANAGEMENT / ORGANISATIONAL STRUCTURE

What kind of governance and delivery structure is envisaged for the


implementation of the European Capital of Culture year?

T
he governance envisaged for the implementation of
the ECoC year builds on the community-led spirit of
Timioaras candidacy, not explained since the 89
Revolution.

64 The delivery structure is rooted in the members civic


energy and power, the ECoC Association being completely
independent from local public authorities and political or
private interests.

The delivery structure stands on The founders composition is: The membership has increased each
four pillars: General Assembly year, at the moment comprising 112

3%
the highest decision making body, members.
Steering Committee the governing
body, Honorary President the Special attention will be given to
ambassador and key mediator, the 2 local authorities: extending the membership in Serbia
Audit, Monitoring and Evaluation and Hungary and among Timioreni
Committee the guardian of values the Municipality of diasporas, serving the Candidacys
and good governance. Timioara and the aim to reach audiences and develop
communities within the historic Banat
Our guiding principles on governance Timi County Council; region and beyond.

25%
are: openness and participation,
representation and legitimacy, Participation means that each member
and artistic and cultural free can and will be stimulated to be
expression. Through them, we aim public and private involved in the Associations life.
to build trust, engagement and a Informal leaders will initiate informal
free exchange of ideas, within the cultural operators; meetings among members, not

2%
Associations members and within only on specific concerns, problems,
other communities, from near initiatives in arts and cultural sectors,
neighbours through to local, regional, but also on topics regarding the
national, European and even global Universities; social and economic agenda. All such

14%
communities. proposals are analysed and debated
by the Steering Committee and,
(1) Through the principle of openness afterwards, proposed for approval to
and participation we aim to develop the General Assembly. Another layer of
and consolidate the grassroots NGOs; members and community involvement

11%
establishment of the Association, and participation are the Art Markets,
formally set up in September 2011. organised by the Association, twice
We maintain the spirit of openness to a year, in spring and autumn.
the community, in its broadest sense. companies; Their scope is to spark ideas, bind

45%
Every person interested, whether partnerships and share experiences.
representing an organisation or
as an individual, public or private, Within six weeks after the Art Market,
irrespective of citizenship or the General Assembly meets for its
nationality, public authorities and personalities, opinion ordinary sessions, approving strategic
politicians, all are welcomed as new leaders, journalists objectives and directions, activity plans
members. and budgets, public affairs and public
and citizens. relations frames, monitoring and
evaluation reports, membership flows
and election results and also debating

Timioara 2021 European Capital of Culture / Candidate City


6B. MANAGEMENT / ORGANISATIONAL STRUCTURE

and deciding on the results of the The Steering Committee cannot contain Assembly, at the moment he has only
informal members meetings and the more than two non-members, nor can a mandate of representation. This role
Art Markets. it contain more than two politicians. will be supplemented by the mediation
There will be no more than three role, having the right to chair each of
The General Assembly represents the public sector representatives. The the governing bodies of the Association
civic energy put on the ECoC promise Steering Committee members are and to break or create a tie.
and will be the main driver in the elected by the General Assembly, but
journey to it. We have already begun with their legitimacy strengthened For monitoring, controlling and
to raise attention and to debate issues through criteria of eligibility, as evaluating the Associations activity
such as new meanings of the ECoCs detailed in the internal regulations and the ECoC programme, the General
outreach, in terms of cultural co- of the Association. They elect among Assembly elects an Audit, Monitoring
creation and co-production. Special them the President of the Steering and Evaluation Committee. 65
attention in our workshop discussions Committee. The possition is currently
was given to the understanding of held by Mr. Emil Cristescu, a business
the European and local identities. person with international outlook and
Last, but not least in our concerns and experience, involved in many social
debates was and is the ECoCs legacy and cultural initiatives in the city of
issue, emphasised in almost all our Timioara.
meetings with other host cities.
The Steering Committee implements
(2) By the principal of representation the General Assemblys decisions.
and legitimacy we aim to set in place Now it has eleven seats, for a three
an even more stable and powerful year mandate. In the first General
governing body, rooted in our diverse Assembly after the final selection of
organisational membership and their the ECoC competition, we will reduce
authentic involvement within the the number of positions to seven, in
community. alignment with the above. The scope
is to gain efficiency and effectiveness
Therefore, the elections for the in the decision making process and,
Steering Committee positions will also to expand the trust, expertise,
be made in accordance with a well- connections and decision power within
defined composition, in order to the ECoC project.
reflect the Associations member
structure, as well as the stakeholders (3) By the principal of artistic and
around an ECoC. The new defined cultural free expression and
composition includes representatives mutual enlightenment we look for
for the following seven seats: the contents independence, quality,
diversity and balance between
two for the two local public areas such as professional, amateur
authorities the Municipality and and community projects, high
the County Council; versus popular, traditional versus
contemporary, established institutions
one for the representative of the and independent groups, internationals
local academic field; and locals, usual and new activities.

one for the representative of the The Honorary President is the key
local business with international mediator between various interests
perspective; and potentially opposed views, creating
and facilitating institutional relations,
one for the representative of the raising awareness on sensitive issues.
local civil society; The position is currently held by Mr.
Ioan Holender, born in Timioara,
one cultural expert that has deep former General Director of the
understanding of international Vienna State Opera for 19 years, and
artistic excellence; Artistic Director of the George Enescu
Festival, an outstanding personality,
one for an ECoC international internationally recognised for his life
expert with day-to-day management work in culture, with an impressive
expertise, and experience in at least network of artists, imposing the
3 cities that hosted the title. utmost respect in all areas of life and
community. Elected by the General

timisoara2021.ro
6B. MANAGEMENT / ORGANISATIONAL STRUCTURE

How will this structure be organised at management level? Please make


clear who will be the person(s) having the final responsibility for global
leadership of the project?

T
he management structure has a well-thought-through
framework set in place, with clear responsibilities
on everything that supports the creativity outcomes,
but also flexible channels for stimulating creativity and
66 involvement. As the gravity centre of the ECoC project,
the General Director has the final responsibility for global
leadership.

The management structure has to Committee. The Artistic Chiefs are directly with the Cultural Coordinator
respond to challenging expectations, experienced curators, experts and/or and Operations Coordinator. The
from different perspectives: cultural advisors with international Network Division teams consist of a
a. a diverse, non-hierarchical track records. They need to combine marketing and communication team,
membership, such as the competences relative to: the including online specialists and TV and
governance structure itself, with international expertise and experience, social media experts, outreach and
their specific expectations and with solid expertise and experiences on participation team, artistic and public
whom it needs to work for building local particularities, fresh and new relations team, including protocol,
the trust and cooperation attitude; ways of experimenting arts and hospitality and exchange programmes,
culture, and rigorous, structural way of and the tourism and sponsoring team.
b. the immediate outputs expected thinking and working.
from the ECoC year by the main Operations Coordinator is responsible
stakeholders, including cultural Cultural Coordinator is responsible for legal compliance in all forms,
excellence, enlarged outreach for delivering the concept and the organisational cohesion and resources
and participation, national and artistic vision, as developed by the efficiency allocation. He/she works
international attention and Artistic Chiefs. He/she works closely closely with the General Director, on
visibility, high economic impacts, with the General Director, on an an operational level, and with the
efficiency and cost-effective operational level, and with the Artistic Chief Treasurer and Audit Committee
expenditures; Chiefs, on the cultural programmes on strategic integration and overview.
objectives, indicators, contents, He/she collaborates directly with the
c. the long-term outcomes and legacy partnerships, capacity building Cultural Coordinator and Networks
of the ECoC year, namely the needs and targeted outreach and Coordinator. The Operations Division
longevity and the sustainability of participation. He/she collaborates teams consist of an accounting and
the projects pursued during the directly with the Networks Coordinator finance team, including acquisitions
ECoC journey. and Operations Coordinator. The and controlling team, legal and fund-
Cultural Division teams consists raising team, and human resources and
Therefore, the management structure of strands clusters, which include big data team.
will have strong reference points concept developers, artistic producers,
shared with the governance structure project managers, independent artists The management organisation chart
and the communities beyond it, and creative entrepreneurs working is solid and robust in structure, but
in order to favour, motivate and with their relative stakeholders and dynamic and flexible. In order to be
encourage emerging views, feelings communities. able to quickly adapt and respond to
and thoughts, which will then lead to dynamic changes it is analysed and re-
cohesion and its own organisational Networks Coordinator is responsible evaluated every six months.
culture. for reaching people, as audiences,
participants, tourists, visitors, Behind our management structures
The General Director is appointed volunteers, sponsors, within the scope are status quo challengers, self-critical
by the Steering Committee, on a clear of building networks and communities. thinkers and changing believers.
set of criteria. He/she is responsible He/she works closely with the General We will grow these values in all our
for the overall coordination of the Director, on an operational level, people. Our philosophy is to grow the
ECoC year. The Chief Treasurer is and with the President, Steering technical expertise and good practice
appointed by the General Director. Committee and the Associations experiences, therefore each high
His/her responsibilities are budgeting, members for local, national and professional or coordinator has his/
executing and overseeing operations, international potential connections her twin junior and his/her volunteer
from a financial opportunity and and collaboration, including public crew.
cost-effectiveness points of view, being authorities and other institutions
under the supervision of the Audit and bodies. He/she collaborates

Timioara 2021 European Capital of Culture / Candidate City


Accounting and financial team (8)

Public fund-raising team (6)

HR and big data team (5)

Operations
Coordinator
Inner Light team

Chief Treasurer
Honorary President

Shared Sight team

Light and Dark Spaces team

Light over Borders team

baseline team (60)


Cultural Programme
Cultural
Coordinator
Lightscapes team
GENERAL DIRECTOR
Steering Committee (7)
General Assembly

Opening and Art Markers team (3)


Closing team

Outreach and participation team (10)


6B. MANAGEMENT / ORGANISATIONAL STRUCTURE

Strategic projects and PR team (4)


Committee (3)

Artistic Chiefs (3)

Marketing and communication team (12)


Networks
Coordinator
112 members

Audit, Monitoring and Evaluation

Tourism and sponsoring team (4)

timisoara2021.ro
MANAGEMENT GOVERNANCE
67
6B. MANAGEMENT / ORGANISATIONAL STRUCTURE

How will you ensure that this structure has the staff with the appropriate
skills and experience to plan, manage and deliver the cultural programme
for the year of the title?

W
e believe that the human resource is the most
valuable one. Therefore, we acknowledge the
importance of having the right people, at the right
68 place, at the right moment, especially as the gap between
a larger talent demand and a rigid labour offer is very wide.
Bearing that in mind and the fact that through our ECoC project
we will create a talent demand, our human resources strategy
will strive on attracting, maintaining and growing talents.

For the top and middle management keep the three steps procedure, with a
level we will target talents with selection committee established within
international proven track records each specific department.
in similar positions. For baseline
management positions we will search We will develop, for each job well-
for talents with proven track records at defined roles and responsibilities,
local level. with its relative indicators for
overseeing, monitoring and evaluation.
In order to generate qualitative pools
for selection of such talents, we will By growing talents we intend to
apply complementary recruitment encourage career development in
methods, such as open international almost all areas, from volunteers
and national calls for applications, as to the artistic chiefs. We will put
well as specific head-hunting tools. emphasis on real life situations and
challenges and on culturally-mixed
The selection process will have three teams. The real life situation builds
different phases. For the first selection real skills, in conceptual and critical
phase, out of a minimum pool of at thinking, planning steps, dealing
least 100 candidates, an outsourced with uncertainty, solving problems
specialist HR agency will filter the and mistakes, and dealing with team
best 40 candidates for the job. This conflicts. It is about learning by doing,
phase is based on the evaluation of the including making mistakes and solving
candidates portfolios corresponding them. The culturally-mixed team
to prior established profiles for the changes perspectives and paradigms of
job. In the second selection phase, two each members team through culture,
international experts in the field will opening windows for new, innovative,
interview and assess candidates and creative ideas and solutions. Special
select the best three for the job. The projects for attracting volunteers
final selection is made by the Selection are prepared, based on mobility and
Committee, which includes: the General experience exchange.
Director, one Steering Committee
member, one representative of the After the ECoC year, the core team will
General Assembly, one external expert remain for at least another 6 month to
and the HR agency representative. The assume and implement the projects
General Director has the final decision. legacy strategy and facilitate the know-
This selection procedure is applied to how transfer and sharing.
all key decision positions as presented
in the table below, except the General
Director and the Artistic Chiefs, which
follows a particular selection process.
For all the other positions we will

Timioara 2021 European Capital of Culture / Candidate City


6B. MANAGEMENT / ORGANISATIONAL STRUCTURE

The structure of the Association is envisaged with the following levels of


management, responsibility and accountability:

Position Selection procedure Skills Experience


General Director Selected by the Steering Committee through an Excellent interdisciplinary skills A proven international track
The leader of international open call for applications in leadership, communication, record in leading large impact
the Association public relations, diplomacy, international projects and/or
management and networking, organisations
team player, and coach
Artistic Chiefs Selected on the three steps procedure, through Excellent artistic and/or A proven international track
The Artistic
leaders of the
international open-call for applications technical knowledge and
skills in artistic and cultural
record in the respective field,
(arts managers, curators,
69
Association fields, in new creative founders of festivals and
emerging fields and in specific large scale events)
sciences, conceptual thinkers,
international networkers,
inspirational leaders
Coordinators Selected on the three steps procedure, through Excellent interdisciplinary skills Relevant experience in
The middle international open-call for applications in leadership, communication, developing large scale
management management and networking, programmes, at least at the
level team player, and coach national level
Directors Selected on the three steps procedure, through Excellent leadership, Relevant experience in the
The baseline national open-calls for applications communication, team player, respective field
management Theme Directors coaching and management
level Opening and Closing Director skills
Art Markets Director
Team Directors in the Operational Division (3)
Team Directors in the Networks Division (4)
Project Selected on the three steps procedure, simplified Project management skills, in Relevant experience in
Managers and reduced to the department level resource allocation, budgeting, working with and leading
Flagship Managers (5) planning, information different teams
Event Managers (around 30) correlation, quality outputs,
Specialised managers within the other leadership and communication
divisions skills

How will you make sure that there is an appropriate cooperation between
the local authorities and this structure including the artistic team?

T
he cooperation with the local authorities will be framed
within a Memorandum of Understanding on clear roles,
objectives, tasks, indicators, reporting procedures, plans,
budgets and responsible persons, on a multiannual basis.

A similar framework will be enforced in the relation with the


national authorities, respectively with the Government, through
the Ministry of Culture.

The ECoC Association ensures a 2. at management level, through 3. at operational level, on a daily basis,
correct and suitable cooperation with regular reporting and evaluation through a specifically appointed
the local authorities, through three meetings of the General Director public servant, charged exclusively
complementary channels: with the Mayor, Timi County for the relation with ECoC project.
Council President, the counsellors
1. strategically, by reserved seats for and County and Local Councils;
each of the two local authorities in
the Steering Committee;

timisoara2021.ro
6B. MANAGEMENT / ORGANISATIONAL STRUCTURE

The Municipality of Timioara and the the Timi County Council President, as the local authorities is to facilitate a
Timi County Council, as two of the well as to the Timioara City Council smooth cooperation during all phases
founders of the Association, with and Timi County Council. This kind of the ECoC project. These two public
relative rights and obligations, are also of customary meeting for keeping the servants will start their tasks at the
Steering Committee members. After local authorities connected with the beginning of the preparation period, in
the final selection round, a well-defined ECoC projects steps, accomplishments 2017.
composition of the Steering Committee, and future actions have been in place
as detailed in the governance details since 2011. The Memorandum of Understanding
on the ECoC structure, will be proposed with local and national authorities
to the General Assembly for approval. At an operational level, both the clarifies common objectives and
Based on this, local authorities will Municipality of Timioara and the expectations and, also, protects the
70 have their reserved seats, 2 out of Timi County Council will appoint a project from political debates.
7, and therefore will be part of all public servant within their Cultural
strategic decisions regarding the ECoC Departments specifically for the We will sign a separate Memorandum
project, as they have been since the relation with the ECoC Association. of Understanding with the Ministry of
establishment of the Association. There is already in place such a public Culture, on clear roles, responsibilities,
servant, but until now it was not seen budgets and targets, including details
At the management level, the General as exclusively dedicated as they had on concrete funding and relative
Director reports on a regular basis, other assignments at their respective projects, with their expected results.
through dedicated meetings, to the institutions. The scope of such a direct
Steering Committee, to the Mayor and and continuous connection with

According to which criteria and under which arrangements have the


general director and the artistic director been chosen or will be chosen?
What are or will be their respective profiles? When will they take up the
appointment? What will be their respective fields of action?

W
e build teams and communities on values such as
integrity, professional attitude, highest standards
and sustainable efficiency. Therefore, in our strategy
to attract and maintain talents we target and search for the
quality in people, from this perspective.

People who strive for quality empower The arrangements under which the growing attitude. Therefore, our
through their passion, leaving their three Artistic Chiefs (and, if the case criteria for selecting staff reflect the
values as a timeless legacy. You may be, the General Director) are to worth we put on professionalism and
recognise them through their work be chosen include an international high-quality work. Work experience in
transformed into benchmarks, through outsource agency, experienced in relevant fields is also essential, as are
their relations transformed into working with ECoC projects, or similar the legacies and relations left behind
networks and communities, through tasks, with the final selection to be at past working places, in terms of
their legacies transformed into social conducted by the Steering Committee recommendations and good reputation.
and paradigm changes. and an international expert.
For the General Director and the
Our top level talents are to be these The Artistic Chiefs will take up their three Artistic Chiefs we look for
people, confirmed by their works, appointments gradually, upon the proven international track records
relations and legacies. These are specific necessities of the ECoC phases. in relevant, but also various other
our criteria in choosing the General They will be responsible for the significant fields.
Director and the three Artistic Chiefs. development of the project concept and
its translation into practice. Simona Neumann was selected by
The General Director has already been the Steering Committee as Executive
chosen, since 2013, under the values We believe that a good-work Director (later to be General Director)
and criteria described above. She is experience equates with well-trained in January 2013, following a head-
responsible for the global leadership of skills and practiced knowledge and, hunting procedure.
the ECoC project. ultimately, with a pro-active and

Timioara 2021 European Capital of Culture / Candidate City


6B. MANAGEMENT / ORGANISATIONAL STRUCTURE

She was selected for her excellent knowledge and skills in artistic and The Artistic Chief with art managing
interdisciplinary skills in leadership, cultural domains, in new creative profile will start two years before the
communication, public relations and emerging domains and in specific ECoC year, on a part-time basis, and
diplomacy, as well as for qualities sciences, with proven international then with full engagement within the
of being a good team player, coach, track records in their responsible field, last year before the ECoC starts. He/
manager and networker. being proved as high performers, she will bring rigorous planning and
managers, curators, experts, founders monitoring methods to support the
The appropriate experience for the of festivals and/or large scale events. cultural programme implementation.
job was considered to be a proven They also have to be great conceptual
international track record in leading thinkers, inspirational leaders and His/her main field of action will be the
large-impact international projects, international networkers. technical phase, overseeing all details
within various cultural contexts. needed to get the events and actions 71
The optimum combination of the planned, developed and produced.
Simona Neumann has sixteen years three would be: a strong, young local
work experience in international profile, an outstanding international The selection process of the Artistic
affairs and relations, in executing, profile and an art manager profile, Chiefs will assume the three phases
coordinating and managing different all experienced and known of evaluation. The HR agency which
Romanian and international internationally. coordinates the selection process will
organisations. In 2009 2012, she be required to have international
worked at the European Commission, First to take up his/her appointment experience. The final selection is made
Directorate General for Enlargement would be the Artistic Chief with by an international expert who has
and Neighbourhood, in Brussels, strong local profile, who will start been involved in ECoCs, together with
managing a complex programme part-time at the beginning of the the Steering Committee.
of reconciliation, building trust and preparations period, until 2 years
developing civil society, cultural and before the ECoC year, when he/she will Throughout our arrangements in
academic exchanges and information be fully engaged. We look for a young choosing staff members we emphasise
about EU public policies, within the profile in arts and culture to connect our commitment to attract and
highly sensitive Cyprus political the ECoC project with new, innovative link talents, best professionals and
context. In 2004 2009, she worked and experimenting ideas in all fields. committed people, in order to build
for the United Nations Development The strong local profile means a creative and efficient teams.
Programme, in Bucharest, very good understanding of local
managing a project of Romanian particularities in arts and culture, of
public administration reform. Her specificities of the city, of the cultural
international work experience includes operators sector and the cultural
an assignment in the well-known independent sector.
public diplomacy programme of the
USA Department State, namely the His/her main field of action will be
Fulbright Program, at Council for in the development phase, putting
International Exchange of Scholars, the concept into practice, with more
in Washington DC, USA (2001). She concrete detail on each project of the
holds a PhD in Public Diplomacy, baseline cultural programme, including
at Babe-Bolyai University in Cluj- building administrative and funding
Napoca (2011), a Master degree in frameworks.
European Studies at West University
of Timioara (2000). She attended an The Artistic Chief with the strong
Executive Education Programme in the international profile will start at the
Strategic Management of Non-Profit beginning of the preparations period,
Organisations at Harvard Kennedy but for 2 or 3 days per month, until the
School of Government, specialisations year before the ECoC starts, when he/
in International Relations at Romanian she will be fully engaged. He/she will
Diplomatic Institute of the Romanian make use of his/her wide international
Foreign Affairs Ministry (2008- exposure, openness to extended
2009) and in European Security and networks, and potential key sponsors.
Diplomacy at the Centre for Security Also he/she will support and develop
Studies and Diplomacy, University of the capacity building projects and
Birmingham (2005). Other fields of exchange programmes.
specialisation include: international
public law, human rights, EU laws. His/her main field of action will be
in the production phase, getting all
The three Artistic Chiefs need to have strategic partnerships signed in order
excellent artistic and/or technical to start producing the contents.

timisoara2021.ro
6C. MANAGEMENT / CONTINGENCY PLANNING

Have you carried out/planned a risk assessment exercise?

W
e had specific working sessions with local,
regional, national and transnational policymakers
and representatives of the city and region in EU
organisations in Brussels, to mitigate risks and to prioritise the
regional development of activities and investments which align
with the potential of an ECoC project.
72

In order to acquire a realistic overview Risks related to cash-flow, mainly mitigate this we will have a back-up
of the ECoC process and to assess from the Municipality as the main plan for all in-progress investments
judicious risks related to it, we applied financier. Cash-flow risks are that might affect the ECoC project
a holistic approach, starting with a mitigated by allocating funds as and we will advocate this to our
participatory SWOT analysis, as if it were an investment and by community members in order to
an integrated part of the strategic putting in place a contract between ensure legacy and future investment
planning process. the Municipality and the ECoC commitments related to it.
Association.
To sharpen the concept, the Staffing risks due to a lack of the
stakeholders were assisted technically We have also taken into consideration appropriate specialised competences
by 7 renowned European cultural the following general risk categories, and skills, at both decision-making
and ECoC experts, including specific to ECoCs. and executive level, can be very
exchanges and workshops with 9 serious for the organisational
other ECoCs, over a four year period. The political risks, the possible lack cohesion and for the team's stability.
of support, are mitigated by already By being aware of it, we will develop
We identified three particular risk signed commitments by all political open international calls for all our
categories: parties. Political interference in the key positions, supplemented by
decision making process is mitigated capacity development and training
Risks related to the civic nature of by the independent nature of the programmes.
our project might surface because of Association (97% of the founding
the limited knowledge of the EU, and members are non-political entities). Legacy and outreach risks are
because principles like transparency, Therefore, the project does not mitigated by a series of pilot projects
accountability and citizens rights depend on any political entity in throughout the preparation period,
are very little understood and barely particular, but enjoys cross party in order to feel and test peoples
practiced (Romania scores 90, on a support. energy and find appropriate ways of
scale of 100, on the power distance reaching them. Strong focus will be
dimension of Hofstedes model). Civic Public procurement and legal risks put on exchange of artists, activists,
risks are mitigated through the very are mitigated by working closely artefacts and citizens programmes.
core of our concept. with public servants on all levels, a
practice that has been in place since As for EU funding and bureaucratic
Risks related to the decision- the establishment of the Association. risks, we already have staff who,
making and overseeing process In order to avoid contingencies collectively, have more than 50 years
throughout our project. when producing public events, we of experience with EU funds.
Organisational risks are minimised will involve public servants working
by clear terms of reference of in the communication, culture and The risk assessment exercise will be
everyone involved. The General tourism departments, and other reviewed and strengthened yearly.
Assembly, composed of Association authorised entities. Partnership
members, oversees, through the risks are controlled through legal
Audit, Monitoring and Evaluation agreements and also through
Committee, the decisions of the developing back-up lists of partners.
Steering Committee, which, in turn,
monitors the General Directors Changes in the citys priorities and
decisions. Moreover, the presence investment plans over the next five
of the local authorities in the years might be possible, especially
governance structures of the given that the local administration
Association is limited. might change twice. In order to

Timioara 2021 European Capital of Culture / Candidate City


6C. MANAGEMENT / CONTINGENCY PLANNING

What are the main strengths and weaknesses of your project?

W
e are facing empowering strengths which give us
a solid foundation for our artistic programme, as
well as challenging weaknesses which raise the
opportunity to address the real sensitive issues of our city
throughout TM2021.

73

1. The community-led spirit of the project: the Association has 1. Disengagement of a few public
63 founding bodies and members, together with the two local cultural operators at institutional
authorities of the city and the county; 25% of our members are and top management level, due
public and private cultural operators, and 45% academics, media to their concern that the public
representatives and opinion and business leaders; funding for their institutions would
decrease in the event of this award;
2. The communitys confidence in and commitment to the this is on top of their expectant
project: by the end of 2013, before launching the awareness and attitude towards the ECoC and their
information campaign,78.2% of Timioaras population was aware wish to preserve the status quo,
of the citys candidacy and 93.8% perceived cultural activities convenient to them;
as being important for the welfare of the city, according to
sociological research done by the West University of Timioara;
2. Opposition of a few private
3. The ownership, distinctiveness and coherence of the concept cultural operators, who feel that
within the citys spirit and the citizens aspirations: more than the project is competing with them
5.000 citizens and 153 institutions have been directly involved in on the same share of market and
raising awareness, mobilisation and participation campaigns, as public resources; for this reason we
well as in the elaboration of the concept and cultural programme. intensified our cooperation with the
Our candidacy concept was developed progressively between 2011 creative industries;
and 2015 and went through three phases: from 'REVOLutionary',
through 'Channel' of Cultures, finally reaching Shine your light - 3. Disparaging comments and
Light up your city!; trivialisation from some of
the local mass-media locked
4. The participatory dimension of the 2021 cultural programme: in political interests during
it had benefitted from over 1.100 direct contributors: artists, election time, making it open to
academics, NGOs, neighbourhood representatives, organisations different inputs and messages,
dealing with disabled persons, the social sector, minorities, from politicians and the projects
migrants, seniors, students, pupils, volunteers, sports and business opponents, influencing the
people; vulnerable general public;

5. The full support of the local and county administrations, which 4. The European dimension of the
ultimately led to cross-party political support taken as a whole; project and the diverse range of
partnerships envisaged, still leave
6. The sustainable and long-lasting legacy which is based on room for dialogue and reflection, as
the transformative power of individuals culture within their Europe and its values are not well
respective communities, and which, as a result, will become known by large numbers of people
cultural neighbourhoods; the candidacy is already leaving a at the grass-root level.
lasting legacy on the cultural fabric of Timioara and its partners.

timisoara2021.ro
6C. MANAGEMENT / CONTINGENCY PLANNING

How are you planning to overcome weaknesses, including with the use of
risk mitigation and planning tools, contingency planning etc.

T
he association has strong independence and
transparency systems in place from the beginning.
Continuous monitoring and evaluation allows us to
adapt the activities and the planning to the changing situations
in the field.
74

Following the SWOT analysis we leave behind the status quo. We use We use the Project Management
conducted with stakeholders in the the same strategy with mass-media, but Cycle, which enables us to manage
community, we reached the conclusion in a more personalised communication multiple projects and offers flexibility
that we are not facing easy challenges, manner. and learning opportunities. Equally
but neither are they insurmountable. important is the standardised
The projects independence and approach with standardised tools,
One of the challenges is disengagement neutrality is well balanced since the combining flexibility with rigour,
on behalf of a few cultural institutions. concept and artistic vision might seem used for improvement of the
The public cultural operators are the too different from the current cultural management process and quality of the
most difficult to motivate to become life of the city and the Municipalitys implementation.
more involved, because for them it is cultural policy. Hence, there is a risk of
about a change in the way they think. interference from the local authorities Moreover, the envisaged organisational
To overcome this, we have built our and some of the public cultural structure will contribute to overcoming
project on sharing and collaboration operators. Nevertheless, by foreseeing challenges by strong staffing at both
principles, thus motivating these these risks, we already mitigate them governance and management level and
stakeholders to bring to light their through: by strong and sustainable partnerships.
true assets and potential. We continue Considering our local context, we will
to build trust by having face-to-face 1. co-creating the cultural focus on good reputation, international
discussions, explaining the ECoC programme with the emphasis recognition and career perspectives
programme and what their role can on individuals own personal that come with working in an ECoC
be, and by encouraging grass-root contributions, project.
level support. We have experienced
that by repeatedly explaining the 2. structuring the cultural
ECoC selection criteria and then the programme on multiple
titles benefits for the city, and by complementary layers and
giving concrete examples of successful
ECoCs, we have increasingly gained 3. establishing the evaluation
the support of key people in the criteria for the cultural project
community. Moreover, emphasis on overall.
the long-term impact will convince the
project stakeholders about the titles In terms of material cultural
opportunity for the city, rather than infrastructure, although we lack large
its potential competitive nature with indoor facilities, we plan to compensate
their respective organisations. Our this by maximum usage of outdoor
strategy is to wait for our citizens till public spaces such as parks, square,
the project wave will be big enough streets, or unconventional spaces such
to encourage them to ride it, and to as derelict industrial estates.

Timioara 2021 European Capital of Culture / Candidate City


6D. MANAGEMENT / MARKETING AND COMMUNICATION

Could your artistic programme be summed up by a slogan?

SHINE YOUR LIGHT


LIGHT UP YOUR CITY!
75
Light played a key role in the history of Each individuals light reflects his or a matching messenger of our slogan.
Timioara. In 1884 it became the first her social background, knowledge, We have developed it drawing on
city in continental Europe with street experiences, memory, relation to the the most primary representation of
lighting. So there is no surprise that city, and attitude which he or she will light which is a yellow sun as energy-
light will also play a key role in our share with the community. transformer, light-provider and
TM2021 programme. life-giver. The difference is that our
The second part of our slogan Light sun has 21 unequal rays that form
Shine your light Light up your city! up your city! expresses the capacity various angles. Like the rays of the sun,
is the slogan that reflects the journey to shine, to turn the darkness into every individuals capacity to shine is
from an individual to a European light and to make a difference, a different, yet important to the overall
citizen who is guided by cultural civic process fuelled by culture. This power of radiation. As the rays radiate
interventions. It consists of two calls to takes place only when the individual away from the centre, they symbolise
action which are connected in a cause- connects with the community. Through sharing. The angles are the meeting
effect relation. cultural interventions, this interaction points and fields of exchange between
will expand knowledge, open minds, two individuals where learning,
Firstly, Shine your light encourages generate tolerance, and produce transformation and interaction take
individuals to find their inner energy harmony. place. The logo was developed by
with the aim of sharing it with their a local talented young artist tefan
close circles of family and friends The logo of our candidacy with its Lucu.
before this light propagates further. chosen colours yellow and black - is

What is the citys intended marketing and communication strategy for the
European Capital of Culture year? (In particular with regard to the media
strategy and the mobilisation of large audiences).

L
ight up your city! is our communication strategy.
Reflection is the principle that works as an echo that
makes the messages repetitive and more intense, from
Europe to Timioara and back.

Concept The communication strategy for Strategy


TM2021 is to actively promote the
As people in our city tend to pay values underpinning our five strands Our communication strategy is to
more attention to the diaspora and of the cultural programme, based on start from general to more targeted
their international media and social the city's urgencies: civic involvement, campaigns, from big-scale to small-
channels, we will send out messages social harmony, claiming public space, scale. More specifically, in the run-up
that bounce back via the European cross-border understanding and to TM2021 we will start building a
network of our citizens, with a higher balanced lifestyle. These are values positive international profile in the
intensity for the local audience. which resonate with all Europeans, European media. The reason for this
so we want them to identify with us approach is that the Romanians are
during 2021. very receptive and conscious about
their reputation in Europe. Therefore,

timisoara2021.ro
6D. MANAGEMENT / MARKETING AND COMMUNICATION

we react promptly to whatever the backgrounds, social status and For this purpose we will
European media says about us. Since locations, through our programmes. specifically target cities in
joining the European Union in 2007, Europe with more than 100.000
Romania has received a lot of negative More specifically, the objectives are: population which begin with
coverage in the international media. letter T (26 cities) or M (23
These reports have always prompted to change the general negative cities). We will create a map
further coverage in the Romanian perception of Romanians at the of Europe covered with the
media but also on social media European level; symbols of Timioara TM. In this
channels, thus creating a transnational to restore our multi- and way we build connections with
media coverage flow and a lot of intercultural international profile in all European countries.
emotion-driven online debates. The a contemporary context; Romanians who live abroad
76 mechanism works the other way to push onto the European agenda but still call Timioara home:
around too. Issues taken up by the the issues we address with our we want to find the city in
diaspora mobilised people at home to concept: civic energy for engagement Europe. We want to encourage
act and bring about change, such as the and art; these people to rediscover their
Presidential Campaign in 2014, the gold to communicate effectively the connection with Timioara and
exploration of Roia Montan in 2012, TM2021 programme at local, become our ambassadors in the
or more locally, the redevelopment of regional, national and international places they now live and work
the Liberty square. level; special interest groups: business
last but not least, to promote the persons, scientists, sports
We will use this already-established values of the European Union. persons, professionals, etc.
process of story exchange, reaction
generation and information flow (2) The citizens of the Central European
for two purposes. Firstly, we want Communication Approach regions:
to spread our feel-good stories, and the citizens of the seven
Our approach is to identify the
secondly, we want to raise awareness European capitals within
value-based stories within various
of the issues we will tackle in our Timioaras proximity:
groups and generate media-worthy
programme. So we will run a media Budapest, Vienna, Bratislava,
content. We will actively identify
campaign in tandem with an online Zagreb, Belgrade, Sarajevo and
specific groups and involve them in
campaign. Our aim is to clear the slate Bucharest
our communications, such as active
of any negative perception in the next the citizens of the cross-border
diasporic groups, young and old,
five years, so we can draw and build a region of Banat: the Romanians,
minority groups, professionals.
new value-shaped image of Romanians the Hungarians and the
with TM2021. This positive shaping of Serbians who share a common
In our communications, we will
the international profile will also boost history. This includes all the
be using the traditional methods
the confidence at the local level. potential visitors to Romania
(marketing and media campaigns) and
and their direct networks
the more cutting-edge, technology-
At the small-scale local level we interested in our topics.
driven ones. We consider this approach
will build on what we have already
crucial in order to reach out to as many
achieved and the awareness we (3) The Timioreni (the population
individuals as possible, from the ones
have already raised. Through our of the Timioara and the wider
who will be of retiring-age by 2021 and
participatory approach, we have metropolitan area). This group will be
for whom technology is a later addition
already built bridges with local the most engaged in our programme
to their lifestyle, to the child who is
stakeholders, i.e. cultural institutions and will benefit the most from the long-
born this year and will be 6 years old
and organisations, economic agents term implementation and the legacy
by 2021, for whom technology will be a
and local authority. We will make of TM2021. We will also give special
way of life.
use of the already created cultural attention to networking with local
communications channels which will economic agents in order to establish
facilitate the sharing between the Audience Target partnerships and sponsorships which
individual and the community, and will support our TM2021 programme.
further will help change the cultural We have identified three main We also include citizens of the other
consumption behaviour and establish audience groups which require historical regions of Romania, such as
in the public consciousness the values different levels of engagement. Each Transylvania, Criana, Oltenia.
we want to promote. group comprises specific target groups:

(1) The citizens of Europe and their


Objectives specific groups:
tourists: this group are those
The core objective of our
who have never considered
communication strategy is to use
Timioara as a destination for
shared human values to connect
their holiday, cultural city-
people from different generations,
break, or business expansion.

Timioara 2021 European Capital of Culture / Candidate City


6D. MANAGEMENT / MARKETING AND COMMUNICATION

Timeline until 2021 Launch of merchandise - every object Deliverables


has a story connected to light;
2017 -2019: Formation of businesses for co- We aim to produce the following
Arrange journalists visits to branding; deliverables of our communication
Timioara and place articles in Launch of the game The Lion and campaign:
various European publications by Tarzan 2021 as Johnny Weissmuller,
themes: business, education, arts; the actor who played Tarzan, was (1) Media coverage. We aim to build
Invite all communication managers born in Timioara in 1904; long-term partnerships with the
of ECoCs in the last 5 years to a Participating to the Venice Biennale; media to communicate the values of
conference in the city or organise Set-up partnerships with the our programme. A detailed media
Skype calls and ask for their Romanian Cultural Institutes around campaign planner 2016 to 2021 will
databases;
Develop packages for entrepreneurs
Europe; include dates for press conferences,
press releases, media debriefings,
77
Set-up in the respective contracts
that travel to explain what TM2021 that every project is communicated journalists visits, subjects for various
is about; via TM2021; types of media. We will identify
Build partnerships with Romanian Motivate artists to use their own stories relevant to various types of
diasporic media (diaspora fashion networks to communicate the media, from business to tourism, from
shows, cooperation with transport TM2021 brand and their project(s) education to culture.
and travel companies to organise inside;
events where there are Romanian Prepare the advertising campaign (2) Online reach. The online campaign
clusters, sell merchandising in and the big bang; will include the production of an
Romanian shops abroad, interactive Create synergies and alignment interactive, user-friendly website,
screens in railway stations in between our communication strategy a social media campaign and the
Belgrade, Budapest, Bucharest where and the communication teams of production of supporting apps for
one can get free tickets to Timioara); other cultural organisations, as well mobile devices. The aim of the
Create online forums and platforms as the ones from the local authorities; online campaign is to create a virtual
which will support the media Organise press conferences and community, a virtual Timioara, larger
coverage; install viral content producers; than the physical city. A Timioara
Create partnership with tripadvisor. Set the timetable of the opening- around Europe.
com, booking.com, airbnb.com, closing events and key projects in a
blablacar.ro; communication-friendly calendar; (3) The promotional campaign will
Strenghten the partnership between formulate and communicate include well-produced, well-thought
the TM2021 team and the Tourism messages accordingly; out materials, from street banners
Deptartment of the Municipality. Organise interviews and articles to posters, flyers and merchandise.
with hot shots to promote the topic, Each travel entry to the city (railway
2019 -2021: organise debates on TV and radio station, airport, roads, river) will be
Negotiate partnerships with selective broadcasts about passivity and light; marked with TM2021 and Shine your
European media outlets and Build partnerships with national light Light up your city! slogan.
Eurovision; tourism organizations; We will partner with neighbouring
Establish partnerships with Release the cultural programme districts and countries to promote the
European cultural centres; in three stages: launch a light programme. Each customs entry from
Negotiate with tourism operators and teaser in 2019, publish the cultural Serbia into Romania and from the
attend the ITB (The Europe's Leading programme in November 2020, Timi and Arad Counties will be also
Travel Trade Show) in Berlin with and as of January 2021 update the marked. The aim of the promotional
info-packages and carrying bags; website daily. campaign is to provide a coherent
visual dimension of the TM2021
programme and to raise awareness
and communicate effectively with
increased segments of the audience.

timisoara2021.ro
6D. MANAGEMENT / MARKETING AND COMMUNICATION

How will you mobilise your own citizens as communicators of the year to
the outside world?

O
ur citizen mobilisation strategy is built on a general
communication campaign supported by meaningful
actions proposed to anyone assuming the identity of
the city and an indirect movement interlinked with the audience
development strategy. Together they target several distinctive
78 groups: the outside visitors who physically come to the city,
potential visitors that find out about TM2021 in contexts
outside the city and potential visitors from personal networks
of the communicators.

The general campaign will make use Contributors participating in participate in general communication
of a mix of mediums and tools made programmes such as Addictive training, especially designed for
available to those who voluntarily Lights, Vision, Flash of Memory TM2021. The simplest way to get
choose to disseminate the messages. will have additional motivation to involved will be through wearing
The mobilisation factor is linked to communicate cultural content that a solar powered visual that will be
meaningfulness and relevance for includes personal inputs or details, literally shining and indicating that
the communicator. For this reason, not only in the personal networks the wearer is open to interact with
the final list will be decided through but also in unfamiliar contexts such strangers and offer basic information
consultation workshops and street as collaborative platforms or the about the city.
events, similar to those that have projection of a selfie with a hashtag on
constructed the cultural programme. the walls of a building. More examples of learning
Possible examples include, but are opportunities motivating volunteering:
not limited to, multimedia elements Co-creators involving themselves
co-created with the public for online in experiences such as those Heritage in the Spotlights - local guides
dissemination; promotional items spawn by Dare to Shine, Blossoms, blending local cultural content with
that have a practical use for traveling Smartness Revealed, Chiaroscuro personal stories and augmented reality
communicators (solar powered lamps, or Circulating Skyscapes will be in or other types of multimedia content
bags, tents); highly-creative visuals that the situation to transform personal displayed on smart devices;
motivate mobile communicators to stories and experiences into cultural
display them. content. These people will be both Dare to Shine - cultural animators
stirred emotionally but also in a linking outside visitors with
The indirect movement is linked state of vulnerability. Their acts of amateur artistic activities in local
to the various levels of audience communication will be restrained neighbourhoods;
engagement to be reached through the to closer circles but their capacity to
cultural programme. inspire will increase vigorously. ECoC Boulevard and Solar City
guides and animators communicating
The opening and the closing events The deepest level of engagement specialised information such as
and programmes like Mega Bega or will be through volunteering. Several concepts of cities previously awarded
Baroque Reloaded attract new audiences programmes are designed to include the title or sun-related artistic and
motivated to share in their personal volunteers willing to devote time technology content.
networks the intensity of their and energy to interact systematically
experience. with the public, whether local,
from Romania or abroad. They will

Timioara 2021 European Capital of Culture / Candidate City


6D. MANAGEMENT / MARKETING AND COMMUNICATION

How does the city plan to highlight that the European Capital of Culture is
an action of the European Union?

T
he programme for TM2021 encapsulates what the
European Union stands for - democracy, human rights,
initiative, diversity, participation, unity. We, therefore,
as organisers, will endeavour to transmit these values so that
every citizen who attends our activities or visits the city will
assume some of them. 79

Through our campaign we will values of the European Union. We


inform the citizens about the positive will inform them about the European
contribution the European Union Unions initiatives for their sector, as
makes at a local level through such well as show them how the European
initiatives as the European Capital of Union aims to be a union of people
Culture. celebrating diversity through unity.

The cross-border network-building Our communications will also


initiatives encouraged by the European incorporate the visual elements and
Union will also be incorporated in our branding identity, such as the logo of
programme. We will involve the twin the European Union, on all our printed
cities of Timioara, the network of materials, in our online campaign, and
enlightened cities (as listed in common in our communication with the press.
aspects of European cultures section), Whenever TM2021 is promoted or
and other European Cultural Capitals communicated, the European Union
in our programme. will also be featured. Every media
picture will have the European Union
The TM2021 programme has three flag in it.
levels of engagement: at grass-roots
level, at institutional level and at Representatives of the European Union
political level. Whenever any actors will be invited every year in the run-up
from these sectors are involved in our to 2021. Needless to say they will also
programme, we will also develop, with be the guests of honour at many events
the support of the West University throughout the year.
in Timioara, training programmes
targeting both adults and children to Representatives of Timioara will
educate and inform them about what also travel to Brussels to showcase
the European Union has particularly our TM2021 programme and what we
done for them. stand for.

Our aim is that by the end of 2021,


people who will have participated in
our programme, will have had more
than a mere cultural experience,
they will have instilled in them the

timisoara2021.ro
7. ADDITIONAL INFORMATION

In a few lines explain what makes your application so special


compared to others?

Within a 300 km radius from a transformation. We came a long


Timioara, there are six countries way from self-sufficient local pride to
(Bulgaria, Bosnia and Herzegovina, an honest look at the city. Sometimes
Croatia, Hungary, Romania, Serbia) it has hurt. We had to go deep into
which are now on the migrants pessimism and to face the urgencies

80
route from Asia and the Middle East hidden below the shiny surface of local
through Europe. An hours drive from patriotism. Courage was generated
Timioara, Hungary is building a fence with the help of many citizens,
to exclude the refugees. Our concept activists, artists and experts. We have
and artistic programme goes against spent more than four years, testing
this attitude of rejection and close- three concepts, meeting in bigger or
down. We propose a bid which draws smaller groups, talking to people in the
on the values of multi-confessionalism streets, conducting information and
and multiculturality, civil society, and participation campaigns, in the quest
entrepreneurship in the context of the for a concept that would truly make it
21st century. This is the transforming possible: that culture transforms a
mindset which Europeans need city, a country and a continent.
nowadays.
This is what makes our project special
Our ECoC journey started early in compared with others.
2010. In the process of the bid book
preparation, we have also undergone

Add any further comments which you deem necessary in relation with
your application.

The bid book team and helping volunteers are ready to light up the city!

Timioara 2021 European Capital of Culture / Candidate City


81

timisoara2021.ro
82

Timioara 2021 European Capital of Culture / Candidate City