Program
Wednesday 27th January 2010
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Moderators :
Martine Robert (Les Echos),
Guy Boyer (Connaissance des Arts),
Francis Ampe (Urbanistic, Engineer)
10h-12h15 : Coordination and summary
10h-10h30 : Bringing together and coordinating those involved in cultural policies
Anne Grumet,
Advisor to the Deputy Mayor responsible for culture in Lyon/
François Deschamps, Director of
Cultural Affairs for Haute-Savoie and of the Departmental Office for Cultural Activities.
What
are the issues in cultural policy today? If one can use this image, the answer is ‘transverse
horizontality’. What this could mean is breaking down barriers, cooperating, persuading cultural
authorities to work together in the areas that they have in common, rather than competing.
The main outcome of this would be to make it clear that culture goes along with the development of any town.
10h30-11h15 : Design and achievement of a policy for cultural events: Lille
Thierry Lesueur General Coordinator
for Lille 3000/Laurent Dréano,
Director of Culture/Luc Doublet,
Chair of the Tourist Office
First of all, how do we avoid an anti-climax after
the success of Lille 2004, European Capital of Culture? Next, how do we turn a policy
for events with a cultural basis into a great popular celebration? And lastly, how do
we persuade the economic powers-that-be to get involved and active? Lille grasped culture
enthusiastically and turned it into an image of economic and tourism development. A textbook case.
11h15-11h45 : How tourism reinvented the favela
Licia Valladarès,
Professor of Sociology, University of Lille
In India, in South Africa, in Brazil,
favelas have become the fashion,
so much so that visiting them is a rapidly-growing tourist attraction.
Licia Valladarès has written a major work on this subject: La Favela
d’un siècle à l’autre (The Favela, from one century to the next), and
presents a methodical analysis of this mysterious form of urban settlement.
She brings out its commercial, political and sociological aspects.
An imaginary place is created that is favourable to the kind of tourism
that sees itself as “adventurous”, that is in search of an alternate way
of life that is in some way “mythological”.
11h45-12h15 : What is meant by a town that is playful and surprising?
Stéphane Juguet is an
anthropologist, founder and
director of the research company ‘What time is it?’ He is putting forward
the idea of a “pop-up” city, based on the idea of the kind of book which,
when opened, causes imaginary architecture to pop up, architecture in which
you could be the hero. A magical and fantastic city, full of surprises, but,
at the same time, a truly real city with its practices and its “user’s guide”
spaces that make you think of Georges Perec. A city in which rules and surprises
could get mixed up.
Discussion
14h-16h : Analyses
14h-16h : Museums seeking publics/A comparative analysis of policies
Marketing! Rates! Opening Hours! Socio-professional categories! Children! Pensioners!
BRIC! Not to mention the under-50 housewife who wants something to take her away from
the telly…! Marketing. Sometimes thought of as a dirty word in the world of culture which
looks back to the good old days when museums and their near-empty galleries were the
meeting place for real enthusiasts only. Obviously, this is an exaggeration.
Getting
to know your publics, adjusting to the way they live, offering them information and
know-how, charming them with exhibitions where Philippe de Champaigne is quite happy
to appear alongside Tarzan and Marilyn Monroe... Or why not really go mad and set
out to find a new kind of public using a new kind of museum?
Four
presentations that are as varied as they could be, focusing on what is
meant nowadays by a policy on the public. Why it is strategic and why it involves museums as a whole.
14h-14h30 : A major Paris museum: the Quai Branly Museum
Cécile Dumoulin, head of mediation
14h30-15h00 : A major museum in the provinces: Lille’s Palais des Beaux Arts
Alain Tapié,
Chief Conservator for Heritage and Director
15h-15h30 : A private museum: the Musée Maillol in Paris
Olivier Lorquin, President
15h30-16h00 : A new museum about to open: Louvre-Lens
François Vaysse, Director of Public relations at the Louvre an
Christian Berger, Assistant Director of the Regional Tourism Committee
for Nord Pas de Calais
General Discussion
16h30-17h15 : The Promises of the Cinema (and of Television)
The impact of filming on attendance at cultural sites
Olivier-René Veillon,
General Director of the Ile de France Film Commission
Patrick Lamassoure,
General Director of Film France
Museums,
châteaux, monuments, cities and their characteristic quarters… The
cinema, which is the urban art form par excellence, has made use
of them from the outset. Whilst the story behind certain films has
always fed the cinema’s powers of imagination, filming is also an
economic reality of growing importance for places chosen by the
cinema and by television too. Numerous studies have shown the impact
that this can have on the fame of such places and how it can increase
the number of visitors. In France, the Ile de France Film Commission,
together with Paris, has seized the lion’s share. Film France, the
coordinating organisation, is responsible for promoting the whole area
and for hosting candidate film-teams. And, as of recently, even filming
itself has a system of prizes, with the award of the Atalante Trophies.
Discussion and conclusion