Impassioned discussions always flare up in regard to the construction of a cultural building, regardless of whether it will be a museum, theatre, concert hall or library. Such discussions hinge on the need to reconcile seemingly contradictory demands such as architectural presence and cost limitation, or use of space and conservation of resources; in short, in balancing aesthetics and efficiency. Nevertheless, it should be the aim of cultural venues to eliminate this dualism by creating concepts that combine both elements, thus creating a meeting place where people are also brought together. If the initial focus lies on visitors rather than on the material nature of the building, a concept will soon emerge that combines the two supposedly disparate requirements. The operators of cultural buildings can act with more financial independence and generate new target groups by marketing them for corporate or private events. In such cases, the cultural institution acts as a service provider and must ask itself how the property should be marketed to attract the interest of commercial clients, and which service providers will be supportive in this process.
Participants at the leading forum for cultural providers and cultural sponsors can expect exciting keynote speeches from cultural experts, lively discussion rounds, and some practical examples of success in the following concurrently-conducted forums: Transformation, Capital city of Culture, Cultural Buildings, Cultural Tourism, Cultural Education, Industrial Culture, Cultural Sponsoring, Cultural Brands, Urban Culture and Digitalisation, and in the emotional closing forum, Conducting & Leading. The central theme in all the forums at the 10th CultureInvest! Congress is positive interaction between aesthetics and efficiency.
Program flyer (in German) for the CultureInvest! Congress 2018 for download!