How to “paint” the city

How to “paint” the city


Investment analyst Igor Lotakov — about how the creative industry can attract investors and promote the economic development of the regions

Not if we paint houses the biggest Russian cities in vivid color, zastaviv for each regional center is unique palette? For example, in 2011 all the buildings in the small Spanish town of Juzcar was painted blue. It was a publicity stunt to promote the movie filmed there about the Smurfs. Over the next six months in General unremarkable town was visited by about 80 thousand tourists and local residents decided to leave their houses blue forever.

What I’m getting at?

The share of tourism in Russia’s GDP is only 1.5 percent, while the world average is about 10%. However, the bigger concern is not so much the statistics, as the outflow from Russia — no, not tourists, and people leaving for permanent residence of people with creative, original, with great potential. Especially young people.

According to the Committee of civil initiatives, in 2013, Russia annually leave for 120-150 thousand people, mostly from the Moscow region and from St Petersburg. One of the main reasons for this relocation, is the conviction that the limit of self-realization in the Russian Metropolitan centers achieved. Is not particularly happy “exportakademie”: if you have higher education more than a third of all Russians traveling to the United States, Canada or Israel, among the migrants arriving in Russia, the persons with higher education is less than 15%.

Speaking recently at the forum “Russia calling!” President Vladimir Putin is among the objectives of the closest economic agenda called the efforts to remove barriers to private initiative. It was said that although “we are always proud of the level and quality of our education and high qualifications of our employees, but it is still a very long way to go to meet international standards and was even a step ahead in something.” But, unfortunately, we have continued reduction of investment in human capital. Among the leaders in spending cuts at the Federal level, culture and education, primarily higher. Such an approach copied on the rise and regional authorities.

Meanwhile, today there is a high need to change this atmosphere, to keep people active, creative, eager to succeed in their own business projects. So, in my opinion, any responsible business should not only pay taxes, but to make this task feasible contribution.

At the St. Petersburg international economic forum in June this year we announced the launch of a joint Fund Calvert 22 project create an Index of creative capital Russian cities. The goal is to try to determine the contribution of creative industries to the local economy, to assess their impact on investment attractiveness and to “force” a Russian city to compete in the highest degree useful for their own residents.

In the first phase of the study covered nine cities — Kazan, Krasnodar, Moscow, Nizhny Novgorod, Novosibirsk, Saint Petersburg, Tyumen, Voronezh, Ekaterinburg. In addition to systematic treatment of the numerous statistical information an important role, we took a survey of professionals in creative industries (media and communication, culture and arts, IT and digital, etc.).

And we can already share the first — albeit interim, but no less interesting results.

Will notice immediately: the geographical dividing line between North and South or between Western and Eastern regions have, like, no.

Russian cities characteristic a variety of pros and cons. For example, the level of positive references to Kazan in the context of the creative industries reaches among respondents 15-16% of the total number of references, most of which is neutral. This is about three times higher than all other cities. Above all appreciated the level of development of creative industries in their cities, creative workers Yekaterinburg, Moscow and Tyumen. The three leaders in the number of registered scientific patents per capita entered Novosibirsk, Kazan and Krasnodar. The effectiveness of support for small and medium businesses and creative industries at the local level, above all appreciated the creative community of Tyumen. In Nizhny Novgorod, and Kazan, the share of innovation in total volume of produced goods, works and services is about 20%. It is twice higher than the nearest competitor — St.-Petersburg, Moscow and Novosibirsk.

In short, a lot of interesting information.

But now I want to speculate about something else.

As stated at the beginning of September Matthew Hancock, Minister of state at the British Ministry of culture, media and sport, creative industries, “will certainly occupy a Central place” in the future of this country, as the economy of the future “at the intersection of culture and technology.” It seems to me that this statement is indisputable. However, it is still perceived us as a kind of exotic. Say, culture, creativity — separately, technology — separately. And if not sacrilegious, I’m sure, disgusted some, to do business on culture?

No one thought does not occur to create a separate Ministry in charge of creative industries, such as this a long time ago it all happened in the UK. Or to establish a creative economic Agency in Indonesia. It helps entrepreneurs in the creative industries, to support each other, brings them together with investors. Why not to adopt, for example, the experience of South Korea? There three years ago, the government launched a portal called “the City of a creative economy”. Anyone could try to promote on this market, creative ideas, contributing to economic development through the convergence of various industries. During this time the site is visited by over 3.5 million people, was made more than 37 thousand business ideas, of which nearly 12 thousand was realized.

What prevents us to do something similar?

The author is the managing partner of PwC Russia

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The opinion of the author may not coincide with the position of the editorial Board