Arts and Culture

1
2010 Arts and Culture Strategy
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The Enabling Factors

• The Host City Agreement
• Host City Events (5.12) subject to FIFA
  approval
• Retail opening hours of shops, bars (6.14) late
  night opening
• City Beautification (6.17) render the Host
  City as attractive as possible

• The Terms Of Cooperation
• Fan Parks(2.1) Stage which allows for cultural
  and entertainment programme by the Host City,
  LOC, FIFA, and or Commercial Affiliates
• Local non-competitive handcraft and
  entities (3.3.3) 3rd Party Exhibitor rights
  granted to exhibitors/supporters to sell their
  local handcraft, products and services, subject
  to FIFA/LOC approval

FOR HOST CITY CAPE TOWN FIFA WORLD CUP SOUTH
AFRICA 2010?

• The City of Cape Town Objectives
• To host semi finals and events successfully
• Party capital
• Maximum public benefit and lasting legacy
• ?Infrastructure
• ?Social and Economic Development Opportunities
• Desirable destination for investors
  and tourists

3
The Contextual Challenges

• The Host City Agreement
• Stringent use of the Competition Marks
• No other substantial music concerts which
  draw together large numbers of people other than
  concerts or FIFA approved cultural events
  organised in connection with the event shall be
  organised or staged within a period commencing 1
  day prior to match day and ending 1 day after
  match day (6.15.13)
• Environmental protection (6.7)
• Exclusion Zone (6.9.1)
• Support of Rights Protection Programme (6.13)
• Protection of Marketing, Media, Patent
  Intellectual Property Rights
• Policing of counterfeit merchandise
• No granting of Rights that creates a
  direct/indirect association with the competition

• SA Government
• Merchandise Marks Act Prohibition on use of
  certain
• words emblems for 2010 FIFA World Cup
  South Africa
• 17 Government Guarantees
• 2010 FIFA Bylaw

4
Rationale Underpinning the Strategy

• City meets 2010 FIFA Commitment
• Meet the Contractual Agreement with FIFA to
  provide entertainment and local art and craft at
  specific 2010 events
• Ensure that Cape Town stages a uniquely African
  world cup experience

• Development Exposure of Local Artists
• Enable local community based artists to increase
  their capabilities to participate in the 2010
  iconic event and showcase their artistic skills
  and connect with other international and/or
  professional artists
• Present scouting opportunities to international
  agents in search of new talent and skills
• Elevate the levels of professionalism of
  developing artists by enskilling them (business,
  events management and ambassadorial skills

• Enabling Cape Towns Tourism and Destination
  Marketing Strategy
• Use the medium of arts and culture to promote
  Cape Towns unique offerings (its people, built
  environment/architecture, cuisine, cultural
  practices and rich heritage) to local and foreign
  tourists
• Support the citys strategic aim to market the
  city as a tourist, trade and investment
  attractive city (New, repeat and extended visitor
  stay programme)
• Promote Cultural Tourism opportunities Cape
  Towns capabilities to host mega/iconic cultural
  events, conferences and international concerts

• Community Development
• Maximally capitalise on the economic development
  opportunities that an international audience and
  soccer loving fans may present
• Offer artists an opportunity to use their skill
  and talent as a medium for income generation
• Profile the current operations of the Citys Arts
  and Culture Department as a developmental tool
  towards community upliftment
• Leave a tangible legacy for the arts industry to
  build upon post 2010

5
Key Focus Areas of the Strategy

• Performing Arts
• Craft and Visual Arts
• Authentic Cape Town/ SA Cuisine
• Information Sharing and Skills
  Enhancement
• Stakeholder Engagement and Management
• Marketing and Communication

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The Arts and Culture Continuum
2010 Supported Arts Initiatives (Partnerships,
endorsements, accreditation)
2010 led Arts initiatives (Commissioned,
contracted, sponsored)
Arts Industry led and driven initiatives
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Proposed key interventions Performing Arts
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Sponsorship Opportunities

• Performing Arts
• Community based artists programme
• Community based auditioning processes
• Judging by professional performing artists
• Sponsor led initiative
• Cost of logistics underpinning the community
  based auditioning process
• Payment of a basic performance fee to selected
  performers
• Media and Pr costs to launch and drive project to
  create and sustain excitement for participants
  and performers
• Mentoring and skills enhancement of development
  artists by

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Proposed key interventions Craft
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Sponsorship Opportunities

• Craft
• Life size sculptures
• Involvement of local crafters/artists
• Part of city beautification initiative and
  located in strategic locations (indoor and
  outdoor)
• Able to withstand weather, conditions, containing
  recycled materials
• Depiction of soccer themes
• Unique Cape Craft
• Involvement of Local crafters
• Depiction of Cape Town/South African culture,
  heritage , history, iconic sites
• Roving exhibitions within 2010 official event
  sites and functions
• Pieces auctioned off post 2010 to a deserving
  charities
• Sponsor led initiative
• Recruitment and Selection of Crafters
• Cost of Sourcing, procuring, transportation, and
  storage of Materials
• Payment of a minimum stipend and daily
  subsistence allowance to participating artists

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Proposed key interventions Cuisine
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Proposed key interventions Information and
Skills Enhancement

• Proficiency Enhancement of artists
• secured to participate in 2010 SWC
• Enhancement of the art form to
• attain finesse
• Mentoring and coaching skills
• Generic training for artists
• Mega Eventing and the Arts Industry
• Business Acumen
• Ambassadorial Skills
• Contractual Agreements
• Rights Protection
• Industry Specific Standards

• General Awareness, Information
• Arts Industry
• Sector specific engagements
• Aspirant artists
• General Populace community
• mobilisation
• Topics explored 2010 Opportunities,
• Rights Protection Programme,
• Campaigns requiring local citizen
• and artists involvement

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Proposed key interventions

• Marketing and Communications
• Ongoing process to cover
• The Launch of specific Campaigns
• The Launch of Projects
• Activating and exciting residents to
• support the local art and craft projects
• Celebrating the achievement of key
• milestones and successes

• Stakeholder Engagement Plan
• and Partnerships
• Ongoing process to attain
• maximum synergy collaboration
• Amongst key role-players partners
• Internal and External
• Governmental Stakeholders
• Industry specialists and bodies
• 2010 Arts and Culture advisory group (s)
• Crafters, Artists, Entrepreneurs