With Valletta now the official Capital of Culture for 2018, Jo Caruana chats to global policy and place branding consultant Jonathan McClory about the city’s unique chance to build its cultural legacy.
Something’s definitely happening. Since Valletta was officially awarded its status as Capital of Culture in 2018, excited chatter has filled the air; a hopeful sign of things to come.
I don’t believe that enough people are aware of just what’s over here, and I don’t think the islands are being sold in a compelling enough manner
Last week’s conference, Small City – Big Dreams, was just one of the events that has contributed to that palpable buzz. It was aimed at discussing what Valletta can hope to achieve in the years to come, and Jonathan McClory was one of the four keynote speakers.
Bringing plenty of knowledge to the table, McClory leads global branding company Winkreative’s work on place branding and policy, which looks at how cities can best exploit international opportunities for exposure and development. He has also worked extensively with the UK’s Institute for Government, the Boston Consulting Group and Monocle.
“In my experience, Malta isn’t a place that most people think about very often; and those that do have a pretty limited view of it,” he says. “So, on both of my recent trips, I have been very pleasantly surprised by what’s available culturally.
“Some of the architecture – including the Renzo Piano project – is very exciting, and the history is awe-inspiring. I don’t believe enough people are aware of just what’s over here, and I don’t think the islands are being sold in a compelling enough manner.”
As part of his speech at the conference, McClory suggested that those behind V18 should think carefully about what the city has to offer, to shape a narrative around it and to attract people based on that.
He talked of the city’s cosmopolitan beginnings – a capital built by Europeans that has always had a very international outlook. “I don’t think people realise that at all,” he says. “And while I am aware there are some shortcomings, especially related to performance venues and space, I do think V18 will do a lot to catalyse some action.”
Raised in the US but based in London, McClory knows of numerous cities that have benefited from their status as Capital of Culture. Among them he says Liverpool did very well, and really utilised its opportunity to rebrand in a way that brought people into the city.
“I think there may have been some criticism of the actual cultural programme, but it was a game-changer all the same. Liverpool had never really had a great reputation beyond The Beatles, but suddenly its cultural endeavours – including the new Tate Liverpool Museum – were making people stop and think. They invested in culture and physical infrastructure, and I think they did change the way people see the city today.”
In line with that, McClory suggests that planning needs to start now, especially since Valletta has been officially awarded the Capital of Culture 2018 title. Although it may still be a way off, he is adamant that proper collaboration and coordination between the foundation and relevant government departments will facilitate the implementation of a plan that will have a strong legacy.
“The Government shouldn’t take over but it should be involved,” he says, adding that an investment in training and education is absolutely vital.
“I understand the brain drain issue – that some young people feel the need to go overseas for education and opportunities – so I’d like to see more of an investment in keeping them here. There also needs to be support for small and medium enterprises related to culture and education.”
McClory also stresses the economic value of V18, which he believes isn’t purely determined by the budgets ploughed into it.
He recalls Berlin’s experience – the city that once famously said “we’re poor but sexy”.
For while they may not have had millions of euro to play with, they were nevertheless able to attract artists, bohemians, writers and entrepreneurs who eventually developed into a very creative population.
“They attracted them, and then left them to it,” says McClory, who believes this was the best thing they could have done.
Meanwhile, he also refers to Tallinn, which was Capital of Culture in 2011 and had the smallest budget of any city so far. Nevertheless, it has crafted a strong legacy, with the advent of multipurpose performance spaces that also double up as offices for tech start-ups and other creative industries.
In line with that, McClory believes policies should be put in place that allow for small firms to set up and grow; the rest will take care of itself. “The Government cannot just mandate for this but can try to create an environment that will let it happen,” he says.
“Of course, this is easier said than done, but culture definitely plays a crucial role in all of this. Culture will get people interested in Valletta – to work in and play in; a spirit of entrepreneurship is very important for the country’s future. I really do believe Malta has been given an overwhelming opportunity between now and V18. All the lines are joining up and this is a once-in-a-generation (or more) kind of thing. It is a very exciting time.”