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Oliver Scheytt, KulturInvest Kongress 2016
9th CultureInvest Congress

Topic H. Development and marketing of cultural buildings

A great number of European culture providers rely on the construction of "brand architecture", which strengthens their own brand with corporate identity which is set in stone and becomes a landmark to the engine of urban development. Buildings with striking architecture such as the Elbphilharmonie in Hamburg or the Louvre-Lens attract ever more visitors from all over the world, shaping the image and identity of their cities. However, less ambitious projects such as the redevelopment of old buildings and the recovery of abandoned industrial land for cultural purposes can also achieve positive image-boosting and economic effects and enhance the competitiveness of a city. The operators of cultural buildings can act with more financial independence and generate new target groups by allowing the location to be rented for corporate or private events. In such cases, the cultural institution acts as a service provider and must ask itself how to market its property and make it interesting to commercial clients – and which service providers will support this process.

Printversion of the lecture program (in German) for the KulturInvest-Kongress 2017 for download!

Program flyer (in German) for the KulturInvest-Kongress 2017 for download!

Among others with presentations from:

_ Prof. Dr. Oliver Scheytt, Geschäftsführer der KULTUREXPERTEN Dr. Scheytt GmbH

_ Sandra Christmann, Geschäftsführerin der ArtPartner Relations GmbH, Stiftung Kunstsammlung Nordrhein-Westfalen

_ Stephan Mahnecke, Geschäftsführer der Party Rent Berlin – Geitel & Mahnecke GmbH

_ Melanie Kämpermann, Leitung Kommunikation und Marketing der HamburgMusik gGmbH – Elbphilharmonie und Laeiszhalle Betriebsgesellschaft

_ Bertram Schultze, Geschäftsführer der Leipziger Baumwollspinnerei Verwaltungsgesellschaft mbH

_ Lavinia Frey, Geschäftsführerin der Humboldt Forum Kultur GmbH

_ Katrin Hansch, Geschäftsführerin der Museum & Location GmbH

Program modifications reserved.

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