Cultural Strategy for the City Center of Jerusalem as a Platform for its Revival

1. Cultural Strategy for the City Center of Jerusalem as a Platform for its Revival DISS IS CULTURE Strategy-Management- Turnaround-Fundraising In Cooperation with TA Planners Ltd, Architect Arie Kutz

2. DISS IS CULTURE DIRECTORS: Nava Dissentshik: Assistant to the Mayor of Tel Aviv during its “cultural revolution”: A founder of the New Israeli Opera and TAPAC; artists studios; bomb shelters as studios. General Manager TAPAC; member of the National Lottery Culture Council. Advisor to the Minister of Culture Ronnie Dissentshik: MBA- expert on strategy and turnaround. Business Consultant until appointed to manage the Tel Aviv Museum of Art. Performed turn around there and latter at the Israeli Chamber Orchestra and now Gutman Museum of Art.

3. Culture & Economic Develop. The direct link between culture and economic development as a discipline is a phenomenon of the last 30 years. (Bilbao Birmingham Bogota). A most interesting fact is that the leading cities such as NY, London, Berlin are the ones with the most massive investment. (new Moma, Tate Modern, Berguin collection). The existence of two important industries depend on cultural assets: tourism and Hi Tech.

4. What Is Culture • Defined very Broadly • Elite Cultural Institutions • Education • Public Spaces • “Street Time”: shopping and coffee shops

5. The Model • Every City has Assets - Cultural, Educational and Environmental.Are they used or abused? Are they appreciated or neglected? • The uniqueness of the model is by integrating culture with physical development of the city and by defining culture as more than cultural institutions.

6. We shall than take a bird’s eye view of the city to determine the tracks along which the cultural life of the city must be developed: that is, how people shall move between clusters of culture. There lies the solution: The ability to fit all, to our advantage, into a single working system. Making the most of what is already there saves a lot of money and helps recover local pride • We start by stock taking • We shall than take a bird’s eye view of the city to determine the tracks along which the cultural life of the city must be developed: that is, how people shall move between clusters of culture.

7. There lies the solution: The ability to fit all, to the city’s advantage, into a single working system. • Making the most of what is already there saves a lot of money and helps recover local pride.

8. City Center of Jerusalem Orthodox Qtr. Old Center Government Civic Center Walled City Residential University Museums

9. Problem Definitions: As defined mostly by the client • New developments far away from center (National Politics) • Followed by the departure of residence, offices and commerce (in this order) • Center left with low commerce and declining infrastructure • Departure of culture and failure to connect between west and east Jerusalem • Add Intifada – Palestinian uprising (tourism) and welfare budget cuts (poor city).

10. Cultural Nodes Nablus Gate Walled City City Hall Compound Ticho Museum Park Independence Park Jaffa Rd. Art Academy Museums PAC Central Bus Stn. Civic Center

11. Performing Art Center Upgrading the CC to PAC and creating the most advanced and largest music dance and opera hall in the country Add a theater hall (optional) Lower the road and connect the transportation center to Pac by a large urban plaza Transportation center: CBS; light train; fast train from Tel Aviv; underground parking Congress Center CBS Plaza

12. National Academy of Arts Return Bezalel Art & Design Academy to its original location and merge it with the theater studio and the film school to create National Academy of Art Lower the road and create new square which will in turn create a pedestrian route from the academy to Independence Park and Jaffa Road. The campus will be open (NYU in Washington SQ). The students will become again an integral part of the city center life. New Plaza New Campus

13. 3 האקדמיה לאומנויות Reopen Historic route between Rechavia and the campus, enabling people to walk for 10-15 minutes to center. 2 1 המלך ג'ורג'

14. Haneviim St. – City Life Line Haneviim Route Davidka sq. Anglican school b.h. hospital Ticho museum/park Tabor house Hadassa college agric. ministry Town hall IBA Edu. ministry Nablus gate

15. The Green System – Urban Park שבטי ישראל City Hall Park הנביאים Plaza Ticho Park יפו בן יהודה סלומון To the Walled City Park המלך ג'ורג' Independence Park אגרון

16. People Mover The people mover aims at two targets: Fill a gap in the light train system between the Transportation Center and the museums area. Cancel the difficulties caused by the topographical conditions between the Art Academy and TC. It will also serve as a tourist route for the new architecture and Israel power base.

17. What are we going to achieve? • Top cultural & educational inst. • Major improvement of public and pedestrian spaces • Green System • New, richer options for tourism This will lead to better business environment and return of creative and well to do population.