SWOT-Analysis of Halle 14 in the Cotton Spinning ... - Central Europe

SWOT-Matrix
7 SWOT-Matrix
In the SWOT analysis, first of all the creative industries are considered for Leipzig as a whole. Relevant economic
sectors, actors, events and institutions along with their impact are examined in terms of their importance for the creative
industries in Leipzig. This is accompanied by an analysis of the facilitating structures and barriers negatively
affecting the development of the creative industries. This is followed by the concrete strengths/weaknesses analysis
of Halle 14.
Apart from the statistical assessments in Section 4 and an extensive study of available documents, the content of the
SWOT analysis is also based on expert interviews with relevant actors. Being experts in their respective fields, the
interviewees provided information, assessments and advice on Halle 14, the situation concerning the creative industries,
and the core branches examined here.
7.1 SWOT-Analysis of the arts and performing arts sector in Leipzig
Leipzig an important centre of the creative industries in Saxony and beyond, and has a long heritage of activities
which can nowadays be summed up under the cultural and creative industries. Publishing houses, book production,
the performing arts, visual arts, and an outstanding position in the world of music (Leipzig Opera House, the Gewandhaus,
etc) are the main strands – although they could not all be fully nurtured when Germany was divided into
two states. Following German reunification, the economic transformation and the accompanying collapse of above all
the industrial sector, Leipzig is nowadays one of the few cities in eastern Germany which is growing and also economically
successful. Traditional lines of business have been successfully revitalised and the growth of the creative
industries is significant. Furthermore, the range of the creative industries in Leipzig has broadened in recent years.
Economically speaking, the foremost element is the media industry, especially television, radio, advertising and market
research, software and games development, and IT services related to the creative industry.
In concrete terms, the number of companies in the creative industries climbed from 2,142 in the year 2000 to 3,232 in
2010. Above-average growth was experienced by the sector ‘Creative, arts and entertainment activities’, where the
number of firms rose in the same period from 78 to 412. The number of freelance artists also increased from 1,887 in
2007 to 2,057 in 2008 (the most recently available data). All in all, 13,753 people in Leipzig make a living in the creative
industries. Far more people also work in the media sector, which according to ‘Leipzig Means Business 2010’
(the city’s economic report) has 33,700 employees, underlining the importance of this economic sector.
These positive developments are rooted in Leipzig’s good or very good infrastructure in the areas of education, universities,
art academies, exhibition facilities, museums and other artistic institutions. Others important factors are its
active civil society, a receptive response to outside influences, and a heterogeneous social milieu. The attractive
urban setting, the high degree of urbanity, the low cost of living, and the relaxed residential and commercial property
market are also beneficial. Owing to the loss of the lion’s share of manufacturing industry and many industrial companies,
Leipzig nowadays has an enormous quantity of historical building stock and industrial architecture. This
property is often very suitable for creative purposes, and as long as the building stock has been relatively well preserved
it provides plenty of room and scope for workshops, studios, rehearsal rooms, exhibition areas and much
more besides. Of course, this situation is offset by the dilapidated building stock in some cases following decades of
delay exacerbated by the high costs of preservation and refurbishment as well as high running costs.
Moreover, the creative industries in Leipzig have a heterogeneous alternative or independent scene structure with
communication platforms such as naTo, the GfZK Gallery of Contemporary Art and specific events like Designers’
Open and the F/Stop Festival, exhibitions (Pop Up, the Leipzig Book Fair) and clubs. These support networking and
promote the presence of the creative industries in public (everyday) life. Nonetheless, the internationally famous
creative celebrities from Leipzig are slightly underrepresented in the public perception. This especially goes for artists
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