www.visitreykjavik.is department of culture and tourism department of culture and tourism

www.visitreykjavik.is

Department of Culture and TourismDepartment of Culture and Tourism


• After structural changes 2005 Cultural Affairs and Visit Reykjavík (Tourism – Marketing – Events) merged and became: Reykjavík Culture and Tourism.

• Committee of Culture and Tourism: 7 members.

• In 2006 employees in Department of Culture and Tourism total 239 covering 160 full time positions.

Culture & Tourism Governing BodyCulture & Tourism Governing Body


Cultural OfficeSigný Pálsdóttir

Visit Reykjavik

Committee of Culture and Tourism Director of Culture and Tourism

Svanhildur Konráðsdóttir

Mayor

Central Office

Tourist information

Director’s Portfolio

City Libraries

Reykjavik Art Museum

Reykjavik City Museum

Cultural Centre

M. of Photography


Vision for Culture and Tourism 2006Reykjavik is to strengthen as Iceland’s capital of culture: an international city with rich artistic and cultural life and growing tourism. The city's cultural image will support the self-respect and sense of community of all Icelanders as well as attracting visitors all year around. Reykjavík will be known as a pure and modern cultural city next door to nature.


Proportional division of funds 2006

Management costs3%

Other1%

Various cultural acivities

38%

Institutions58%

Budget 2006 21m Euro


Main Focus AreasMain Focus Areas

• Culture as an essential factor in childrens’ lives and education.

• Characterized by energy and ambition.

• The diverse role of cultural institutes.

• Accessibility for all citizens.


Main Focus Areas contd.Main Focus Areas contd.

• Respect for Reykjavík’s history.

• Open mindedness and mutual respect.

• International and open city.

• Clear organization and a results-oriented management.


• Reykjavík City Library (7 branches)

• Reykjavík Art Museum (3)

• Reykjavík City Museum

• Gerðuberg Cultural Center

• Reykjavík Museum of Photography

• Viðey – history – nature - art

• Settlement Exhibition Reykjavík 871 +/-2

• Total number of guests 2005:1.163.000

Reykjavik´s Cultural InstitutionsReykjavik´s Cultural Institutions


Three categories of cultural support

1. Facilities – for associations, museums and galleries, theatres etc.

2. Operational support.

3. Project grants.


Cultural Support 2006Cultural Support 2006

• Reykjavík City Theatre

• Reykjavík Arts Festival

• Iceland Symphony Orchestra

• 24 three-year contracts with independent groups

• Project grants

• Promotional grants


Successful projects in co-operation with the business sector and NGO’s

• Ideas brought to life through the provision of start-up money and at least matching funds from another source.

• “Listmunalán”. Non interest bearing loans for the purchase of artwork from galleries.


Visit Reykjavík Tourism – Marketing - Events

• Commitment to create a strong destination and increase Reykjavík’s competitiveness.

• Based on the Reykjavík 2000 experience

• New strategy and priorities.


Reykjavík as a destination

– The gateway to Iceland.– City breaks - a rapidly growing trend worldwide.– Better route network and cheaper airfares.– Increased interest in culture and experiences. – Growth of conference- and incentive travel.– The key to off-season tourism.


Three pillars of Reykjavík’s Tourism Strategy

•Nature•Conferences•Culture

Strategy 2004 - 2010


Re- branding Reykjavík

– Unspoilt nature – Clean energy – Thermal pools and spa for wellness – Young and modern city– Vibrant culture – Colourful art scene – Exciting city with unusual possibilities for visitors – Ambitious future projects and good infrastructure


4,5

3,78

3,3 3,26 3,22 3,11 3,112,89

0

0,5

1

1,5

2

2,5

3

3,5

4

4,5

5

%

A cityclose to

unspoilednature

A city Ireally want

to visit

A greatcity for a

shortvacation

The city tohave fun

A trendycity withtrendypeople

A city thathas a lot of

energy

A goodcity for

businessmeetings

The placeto go forenjoyingculture

Internet survey: How well do these qualities describe Reykjavík?


Challenges - outer

• Little known as a cultural city

• Fierce competition

• Perceived distance and climate

• Expensive

• Difference between high- and low season


Challanges - inner

• Lack of funds

• Lack of co-operation between culture and tourism ... mutual suspicion....

• Lack of marketing know-how in culture

• Lack of co-operation between key cultural players ... authorities, instititions, organisations, grass-root etc.


.... and the real challenge....

... is making the shift!


Credible Cultural City

SustainableCreative City

Little knownstop-over town


Image Sales

visitreykjavik.isThe Reykjavík portal.

PRCore action in re-

branding

Inner marketingReykjavík as a whole should

reflect the PURE ENERGY focus.

Brand ads & publicationsMix of image and

informational material supporting the message

Sponsorship and grantsUsed to support Pure Energy branding. Marketing co-operation

Work with all key players.

Pure Energycreative

marketing

City Festivals & Events

Support for cultural tourism and

an important part of marketing.

© Íslenska auglýsingastofan


“Think of a City”


fun


A Festival City


Festivals and Events

• Winter Lights Festival• Food & Fun• Dark Music Days• Spring Rite• Reykjavík Arts Festival• Festival of the Sea• Midsummer Night• Reykjavík Classics• Reykjavík Rocks

• Reykjavík Culture Night• Gay Pride• Sacred Music Festival• Reykjavík International Film

Festival• Reykjavík Dance Festival• International Literary Festival• Reykjavík Jazz Festival,• Iceland Airwaves• Young Art, Design Days etc.

etc.


Creative marketing

• Focusing on Reykjavík as a creative – unusual city.

• Working with artists.

• Working with cultural institutions and festival organisers – id new stakeholders.

• Exporting culture – funds for music, visual arts, performance arts and literature.


Investing in culture

• New Centre for Visual Arts & Design

• New Exhibition of Reykjavík’s settlement

• New policy on art in public spaces

• New Centre for Music and Tourism

• New City centre for Reykjavík


Austurhöfn-TR Kynning á stöðu verkefnisins20. desember 2004

The Icelandic National Concert and Conference Centre in Reykjavík


Inspiration

A concert hall, conference centre and first class hotel on the east harbour in Reykjavík will in itself be a powerful motivating force. A new vision and greater ambitions for Icelandic cultural life and tourism will be an integral part of the project.


The facilities and the reputation of the new Centre will call for new events, bringing the capital of Iceland to the international forefront as an unusual and interesting city for conferences and cultural tourism.


General objectives

• Build a Centre for music, culture and tourism on the best location in the capital city of Iceland.

• Create a strong cultural image, which draws the attention of the world towards Reykjavik and Iceland.

• Strengthen the position of the country to compete internationally in the areas of culture and tourism.


Site plan


Buildings

• The buildings shall represent high-quality architecture.

• Shall create a landmark near the city centre; a symbol for Iceland and the capital city.


The Project

• To design, build and run a world class concert hall

(1. 800 seats ) with excellent acoustics that will be the home of the Iceland Symphony Orchestra.

• Connected to the hall is a rehearsal hall seating 450 guests and operational spaces for the ISO and other cultural activity.

• 180/200 seat chamber music hall.


The Project...

• Design, construct and run a connected Conference Centre seating 750 in the largest hall - plus various smaller meeting rooms, exhibition- & catering spaces etc.

• Build and run a 5 star internationally known brand hotel in connection to the centre.

• In addition to this the bidders had an option to build commercial buildings and flats in the area from the CCH to Lækjartorg – in accordance with certain guidelines.


Thank you

[email protected]

www.visitreykjavik.is department of culture and tourism department of culture and tourism

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