Ms. Aniko Varga. Clustering as a tool to foster local productive realities: ceramics in HMV

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1 EUROPEAN UNION European Regional Development Fund Hódmezővásárhely Ms. Aniko Varga project manager Municipality of Hódmezővásárhely Clustering as a tool to foster local productive realities: ceramics in HMV Mizil (Romania), 29 October 2009 CREATIVE CLUSTERS project is co-financed by the ERDF in the URBACT II Programme

2 Vásárhely s Ceramic Industry 7000 years history Venus of Kökénydomb (picture): oldest archaeological finding around 5000 BC high quality clay flourishing pottery in 1912 the famous Majolica Factory was founded

3 Vásárhely s Ceramic Industry in the Socialist Era How became Hódmezővásárhely the ceramicmanufacture centre of the country? The town became the ceramic-manufacture centre of the country in 1960, when according to the decentralization activities of the industry policy, the Alföld Porcelain Factory was established. Important aspects: - rich potter traditions - presence of Majolica Factory - skill of local people

4 Vásárhely s ceramic industry in the Socialist Era 1965: beginning of the construction of the sanitary factory afterward: realization of Tableware and Firing Aids Factory in the 70s: Wall- and Roof Tiles Factory, plus the Majolica Factory became part of the Alföldi Porcelain Factory CONCLUSION: 1. During the socialism, Hódmezővásárhely was the centre of the industrial ceramic manufacturing in Hungary 2. Relatively high technological level

5 Vásárhely s recent ceramic industry Change of regime, privatization (1989): Due to relatively high quality - quick and efficient privatisation of modern industries Privatisation/ change of owners of the factories: - porcelain factory was privatised by Guy Degrenne (1990.) - fireproof factory was privatised by Burton Holding (1991.) - firing aids factory was privatised by Burton Holding (1991.) - sanitary factory was privatised by Villeroy&Boch (1992.)

6 THE FACTORIES 1. Villeroy&Boch - sanitary factory - construction started in privatised in continuous development (till the end of 2006, investments exceeded 62 million EUR) employees - 1,3-1,5 million tons products per year - 80% of products: export, the rest 20%: national market - leading position on the sanitary ware market of Hungary, with 60% of shares

7 THE FACTORIES 2. Alföldi Porcelain Tableware PLC. - porcelain and tableware factory - porcelain products for household and catering trade use - since in 1986, every tableware types of the factory gained the bench award - privatised by Table de France in 1990, presently named Guy Degrenne - Capacity: 3500 tons (around 11 million pieces) - biggest tableware factory in the country employees; 80%: export, especially for French, German and Austrian markets - market leader on the Hungarian hotelware porcelain market

8 THE FACTORIES 3. Imerys Hungary Kiln Furniture Ltd. - privatised by Burton Holding in 1991; since then: serious development - created the conditions for the firing aids supply of the national ceramics industry - the greatest cordierite firing aid producer of Europe - bears almost all existing production technologies - production capacity is tons - 98% of the production: export - ~ 300 employees

9 THE FACTORIES 4. - clay-manufacturer - 60 years history KERÁM-PACK Zrt. (former Majolica factory) - the most traditional technology: use of potter traditions, human knowledge, experiences, manual skills, creativity - globalisation: a dramatic shock - lost the fight in the European market among the mass of low-cost Chinese products had to close and bankruptcy proceedings were initiated against them

10 THE FACTORIES 5. Silicate Industrial Ltd. - its predecessor firm was established after the Second World War - unique place for special technological- ceramic development and realization needs - production of gas- and electric industry ceramics - in 1994, Silicate Industrial Ltd. was founded - 14 employees - 60 million HUF sales

11 THE FACTORIES 6. Thermoceramic Ltd. - established in for the special needs of Burton-Apta Ltd. (fineceramic) - 16 employees million HUF turnover

12 Summary of the Ceramic Industry of Vásárhely - more than 2000 employees - fabricating ceramics products of more than 26 billion HUF value per year - maecenas role of the factories (Villeroy & Boch Hungary PLC, Alföldi Porcelain Tableware PLC., Imerys, etc.) regularly support the local fine-art exhibitions and symposiums, which occasions would be impossible without the involvement of private capital

13 Handicraft in Vásárhely Beside industries, handicraft (not only ceramists) has significant presence in the town craftsmen (artisans, ceramists, potters) living and working as registered entrepreneurs in their own workshops - 30 craftsmen practice at high level, but only as a hobby and occassionally - mostly old masters, who have no students or followers - the younger generation does not even continue the former successful family businesses run by generations (this is especially true for the famous potter-dynasties of Hódmezővásárhely) - being close to extinction without successors/followers

14 Obstacles and challenges of handicraft in HMV - reducing demand because of the present crisis; - the potter profession is very difficult and nowadays do not provide proper quality of life; - the taste and shopping customs of young generation have changed: they do not use authentic folkarts products for decoration or personal use in their home; - preference of practical products, which can be used in microwave owen or in dishwasher; -as a consequence of globalization different department store chains (IKEA, Auchan, Tesco etc.) supply the market with cheap, dumping products (Chinese) and craftsmen with their art products can not be participate in this competition.

15 Solution of the situation 1. The municipality role as the greatest maecenas of local culture is very determinig. Economic development Programme of Hódmezővásárhely (2005) Its main priorities: - development of economy, competitiveness based on cultural values and traditional handicraft - realization of net economy based on social partnership - support of clustering and different kind of nets - boost the plain art-town image

16 The handicraft ceramics industry can be a boost for Hódmezővásárhely, because of the following reasons: age-long traditions; international appreciation; European level, prestigious events; living traditions (more potters work in different town parts); values-maker power in the area of art, culture, economy, town-image, tourism; local facilities local employment

17 Solution of the situation 2. Integrated Development Strategy of Hódmezővásárhely (2008) Key words: - culture as a driving force - determining cultural centre of the Great Plain, home of creative artists - arts at public places (traffic circles etc.) - stylish - national magnetism programmes and events, attract visitors to the town for a couple of days - national citadell of contemporary fine-art - European centre of ceramic art

18 Solution of the situation 3. Where are we now? Gaining international experience: CeRamICa project (INTERREG IVC) and CREATIVE CLUSTERS Realization of a new educational profile: with the cooperation of ceramic artists; Development of ceramic-art training to technical direction with the cooperation of local ceramic and silicate factories; Realization of net economy: in the area of industry, the development of clusters, primarily the development of ceramic cluster Proper marketing activity: make the arts, which were made under ceramic symposiums, a national reputation

19 Solution of the situation 4. OUR AIM Setting up an incubator house - craft/ tourism centre - chance for appearance for craftsmen, ceramists, artisans, potters, embroiders - learn the traditions, customs of the town and its history better - colourful/diverse programmes, events: tourism, education Where? Majolica Factory Problems: - unsettled real-estate property situation - lack of money (cost of investments are extremly high) - no tender resources

20 Opportunities of CREATIVE CLUSTERS in HMV 1. In line with the aims of HMV, the chosen LSG members are local craftsmen, artisans, institution leaders at the First LSG Meeting it turned out: need for the realization of a ceramic (handcraft) or cultural industrial cluster South-Plain Regional Development Agency will support the realization of new clusters (in 2010) LSG can be a starting point of a long-lasting development LSG: boost the clustering process

21 Opportunities of CREATIVE CLUSTERS in HMV 2. Practical realization of a cluster, its advantages and possibilities. What does cluster exactly means? Under LSG: open informal day (forum, workshop) in November, 2009: Inviting the manager of the only one existing cultural cluster in Hungary Informing local stakeholders Involving the mayor What kind of cluster? Ceramic, handicraft, or cultural industrial cluster? What is the exact goal? If this will be a craft/ceramic cluster, who will be the engine of this initiation? Whether these sectors are strong enough to realize a cluster?

22 Opportunities of CREATIVE CLUSTERS in HMV 3. Involvement of local authorities, making them concerned making LSG as an open forum: regular workshops connecting to CREATIVE CLUSTERS the setting up of a cluster can be the URBACT cooperation spectacular, local success, but only one part of the Local Action Plan Establishment of a cluster with the help of LSG could be the first step for the realization of the earlier mentioned incubator house-tourism centre in the Majolica Factory

23 Hódmezővásárhely: creative places and creative people

24 EUROPEAN UNION European Regional Development Fund Hódmezővásárhely Thank you for your attention! Ms. Aniko Varga Municipality of Hódmezővásárhely