Rebecca Matthews attending international conferences in Germany and England

Over the next days, Managing Director of Aarhus 2017 Rebecca Matthews visits Heilbronn in Germany, where she will deliver a keynote at the conference 'Cultural Management Without Borders'. Next, she heads to the British capital London, where Rebecca Matthews will attend the conference 'The Art of Major Events'.

Rebecca Matthews can look forward to a few hectic days around Europe. Today, she is travelling to German city Heilbronn, where she Friday morning is ready at the city's university, where she will give a key note in front of a mix of cultural capabilities from around the world and the students of the University.

This is in connection with the conference 'Cultural Management Without Borders', organized by The Association of Cultural Management. Rebecca Matthews’ keynote is titled 'Rethinking the Challenges of Tomorrow Through Arts and Culture' and contains a review of the Capital of Culture project and a presentation of the background for the theme ‘Rethink’. 

Other topics on the agenda include 'Qualifications for international and intercultural management', 'Cultural choices and marketing strategies for international and diverse audiences' and the question: 'How global is Europe'.

Next stop: England
After the days in Germany, Rebecca Matthews will spend her Monday attending the conference 'The Art of Major Events' in London. Here, the exciting and diverse programme is:

1. From bid, to delivery, to legacy
- maintaining vision and cohesion throughout the journey 
London 2012, Rio 2016, Tokyo 2020, Glasgow Commonwealth Games 2014, Hull Capital of Culture 2017 have all been successful in bidding to host a major event. Most of the events have a long lead-time for planning and preparation, four to seven years, before the event takes place.
How can organizers hold on to an original vision and ensure that it is relevant through build-up, delivery and towards legacy?
What is the role of arts and culture in delivering the vision?
How do we ensure that legacy is planned for and built into the original vision, and then delivered?

2. Multiple agencies & multiple challenges
- ensuring effective collaboration 
Delivering a major or mega event requires the input from and collaboration of numerous organisations and agencies. It is essential that clear roles, responsibilities and governance are in place if everyone is to play their role effectively.
What are some of the key issues and challenges in ensuring effective collaboration between the key agencies and organisations?
How is political consensus and cross party support achieved?
How can the city-based event be made relevant to the host nation?

The major event as a stimulus
- for investment, business opportunity and tourism 
Reaching a global audience, major events offer a unique platform for promotion, international tourism, trade and inward investment for the host city and host country.
What makes major events such an attractive offer for sponsors, funders and businesses?
How can a host city/nation seek to maximise the positive effects that a major event brings in terms of tourism and other investment?
What are the opportunities for business to support major events, both in the short and long term?

Creative communications, campaigns and communities 
Major and mega events present unrivalled opportunities and challenges in engaging national and international audiences. Capturing public interest and support is critical to a successful event.
How do you create a brand that resonates with people nationally and internationally?
What are the most effective means of communication locally, nationally and internationally?

What are the new trends in social media that future major events should exploit?