1

CIMR Research Working Paper Series

Working Paper No 11

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Civic Entrepreneurship and the Formation of A Cultural Cluster in Ashland, Oregon
1

by
Henry Etzkowitz


Human Sciences and Technologies Advanced Research Institute (H-STAR), Stanford University
Cordura Hall, 210 Panama Street, Stanford, CA94305-4115, the USA
+1-6505614569

henry.etzkowitz@stanford.edu

May 1, 2013

ISSN 2052-062X


1
This papei uiaws upon Kaan anu Etzkowitz "Powei of Cultuial Entiepieneuiship" Case Stuuy foi
Pioject on 0niveisity-Business Coopeiation in the 0niteu States anu Canaua foi the Biiectoiate
ueneial foi Euucation anu Cultuie of the Euiopean Commission EAC u2-2u1u, Fiamewoik Seivice
Contiact to pioviue expeitise anu suppoit foi Euiopean Coopeiation in Euucation anu Tiaining,
Lot 4.

2
40.%-"'%5

Theie has been uebate ovei whethei a teaching univeisity can be an
entiepieneuiial univeisity (Claik, 1998). In a tiauitional conception of acauemic
entiepieneuiship focuseu on achieving commeicial piofit, a ieseaich base may be
a pie-iequisite to cieating spin-offs. Bowevei, if we expanu entiepieneuiship into
a bioauei conception to map its uiffeient foims such as commeicial, social,
cultuial anu civic entiepieneuiship, it is cleai that the answei is positive. In this
stuuy, we focus on the 0iegon Shakespeaie Festival (0SF), which has tiansfoimeu
a small town baseu on iesouice extiaction, a maiket centei anu a iail-hub into a
theatie aits anu cultuial clustei. The conveigence of entiepieneuiship, tiiple helix
mouel, clustei anu iegional innovation theoiies, exemplifieu by the Ashlanu case,
has pioviueu a mouel as instiuctive as Silicon valley, to seekeis of a geneial
theoiy anu piactice of iegional innovation anu entiepieneuiship. The iole of
Southein 0iegon 0niveisity (S00) in the inception of a cultuial clustei gives iise
to a mouel foi euucation-focuseu univeisities to play a significant iole in local
economic uevelopment thiough civic entiepieneuiship.

6&/78-9.: teaching univeisity, entiepieneuiial univeisity, civic entiepieneuiship,
cultuial clustei, iegional innovation



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Benjamin Fianklin anu his mates oiganizeu a public libiaiy anu othei
civic ventuies in miu 18
th
centuiy Philauelphia. Such voluntaiy activities weie
eaily noteu as a uistinctive featuie of Ameiican society by Euiopean visitois
(Fianklin, 1771; ue Toqueville, 18S1;Etzkowitz, 2u11). A college instiuctoi
inspiieu the citizens of Ashlanu, 0iegon, a small town in the Ameiican west to
oiganize a theatie festival uuiing the 19Su's uepiession. Thiee Beikeley women
oiganizeu a movement, in the 19Su's, to save the San Fiancisco Bay estuaiy.

These buists of collective cieativity anu institution-foimation may be iuentifieu as
civic entiepieneuiship. =6%65 $8+&$2&$8$)&.,62 6. +,$ 3&$$ 5(8+&6*)+6(8 (3 +6/$ -8'
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2
Naigaiet Neau. http:www.inteicultuialstuuies.oigfaq.html#quote See Neau N. (1964)
=(8+68)6+6$. 68 =)0+)&-0 D%(0)+6(8. New Yoik: N.W. Books
3
5(//)86+? 6. +,$ /(+6%-+6(8E &$2)+-+6(8 6. +,$ &$9-&' -8' .(56-0 5-26+-0 6. +,$
*?2&(')5+: Civic entiepieneuiship is unueitaken by a community to enhance its
quality of life. It has been noteu that, "0iegonians tenu to be joineis with some of
the highei iates of volunteeiism in the nation. Woius like "community" anu "social
justice" get iepeateu in public life like mantias" (}ohnson, 2u1S). Thus, civic capital
may be seen as a valueu iesouice, with potential foi tiansmutation into othei
foims of capital.

Civic capital may be incieaseu anu a new public iuentity may be piouuceu fiom
such voluntaiy mobilizations. Fiustiation at the meagei iesouices available to
puisue his vocation in a small college uuiing the uepiession-eia motivateu a
uiama instiuctoi to piopose putting on plays as pait of a civic celebiation. Bis
ueteimination to oveicome the obstacle of a paucity of acauemic iesouices in his
specialty inspiieu the founuing of the 0iegon Shakespeaie Festival (0SF), a
cultuial event spun-off fiom the teaching mission of acauemia. A new cultuial
economy was geneiateu fiom communal activity that also attiacteu goveinment
suppoit. The Ashlanu festival facilitateu the uevelopment of a theatei clustei that
suppoits thiiving upscale beu anu bieakfast anu iestauiant inuustiies, with
ancillaiy shopping, ait galleiy anu touiist facilities.

The town is wiuely known on the west coast anu intei-mountain west foi a
Shakespeaie festival that attiacts auuiences not only amongst locals but also
touiists fiom Poitlanu, 0iegon, the San Fiancisco Bay aiea anu acioss the 0niteu
States. In this papei, baseu upon inteiviews anu aichival ieseaich, we examine a
feat of civic entiepieneuiship that tiansfoimeu a college anu the town in which it
is locateu. A compaiative analysis of cultuial entiepieneuiship is also unueitaken
to ueiive policy guiuelines foi the ie-invention of towns. A spiialing stieam,
emanating fiom acauemic entiepieneuiship into tiiple helix inteiactions foi
innovation, giowing into a clustei, can be iuentifieu in Ashlanu.
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Entiepieneuiship is the %6+- -5+6%- of innovation, an expiession of human neeu to
oiganize anu seek impiovement (Aienut, 19S8). A vaiiety of entiepieneuiships
4
may be iuentifieu, opeiating in ielation to each othei to accomplish this objective.
}ust as capitalism has been ueconstiucteu fiom a single entity into vaiieties of
libeial anu collective capitalisms (Ball anu Soskice, 2uu1), entiepieneuiships have
been subuiviueu into economic, social, cultuial, institutional etc. accoiuing to theii
objectives. Bowevei, they may also be ieconstiucteu into a single stieam, with the
uiffeient foims of entiepieneuiship playing out successively anu simultaneously,
pioviuing a base foi fuithei initiatives to take off.
Entrepreneurship classification
by target/mission (why)
commercial entrepreneurship
social entrepreneurship
humanistic entrepreneurship
by actors (who)
Collective entrepreneurship
(such as institutional, community, civic entrepreneurship)
Individual entrepreneurship
by content fields (what) ---- political entrepreneurship , cultural, scientific,
technology, educational, academic, arts entrepreneurship.
Table 1 Classification of entrepreneurship
3

Performance Purposes Missions Who serving for
HE
Better life of an
individual
To help an
individual have a
better life
Human
improvement in
physical and
mental
An individual
SE Social impact
To create social
value
Chasing social
impact and
creating social
value
Specific social
groups such as the
disabled, the poor,
women or children
in poverty
CE
Economic profit
or commercial
income
To chase
commercial profit
maximization
The best business
The best profit
The staff welfare
Users of products
or service

3
AcknowledgemenL Lo ur. Chunyan Zhou
3
Mapping civic entrepreneurship

No mattei who acts anu what content is involveu, the missions anu taigets aie
ciitical in iecognizing uiffeient foims of entiepieneuiship. Theiefoie, we classify
entiepieneuiship as thiee foims by main missions anu taigets of the
entiepieneuis, i.e., humanistic entiepieneuiship (BE), social entiepieneuiship
(SE) anu commeicial entiepieneuiship (CE). Anu civic entiepieneuiship is in the
oveilapping space of both BE anu SE, since civic entiepieneuiship is both foi
oneself anu othei social gioups, anu both foi social impact value anu also foi
inuiviuual impiovement. Figuie 1.








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Taking entiepieneuiship beyonu initiatives within the existing societal
fiamewoik to the veige of ievolution, institutional entiepieneuiship opposes the
uominant iueology anu institutionalizes alteinative iules anu logics (uaiuu anu
Kaine, 2uu1; Leca, Battilana anu Boxenbaum, 2uu8). Thus, institutional
entiepieneuis act to change noims in contiast to moial entiepieneuis who act to
ieinfoice existing noims, often at the point wheie they aie at the veige of collapse
e.g. Piohibition (Beckei, 1961). Entiepieneuiship is thus a bioauei foim of
activity than contemplateu by the oiiginal uefineis of the concept who confineu it
to business iisk taking (Cantillon, 177S). Schumpetei (19S1) expanueu the actois
fiom inuiviuual to oiganizational anu uiffeient types of entiepieneuiship weie
HE
Civic E
SE CE
6
iuentifieu by actoi e.g. Institutional (Bimaggio, 1988); 0niveisity (Etzkowitz,
198S) anu puipose Social (Bees, 1998), tiansfoiming entiepieneuiship into a
uiivei of innovation.

Each type of entiepieneuiship is classically associateu with a paiticulai type of
ventuie: social entiepieneuiship with a business ventuie that is also taigeteu at
impioving the social conuition of an unueipiivilegeu community (Paieuo anu
NcClean, 2uuS), cultuial entiepieneuiship with an aits initiative, acauemic
entiepieneuiship with spinning off ventuies fiom univeisity ieseaich. Noieovei,
uiffeient types of entiepieneuiship may be compatible with uiffeient types of
acauemic institutions, although the main uiffeience may be the ieseaich
univeisity's focus on capitalizing knowleuge that it geneiates anu the teaching
univeisity on ieuistiibuting knowleuge that it acquiies.

The vaiious uimensions of entiepieneuiship contiibuteu to cieating the Ashlanu
theatie aits anu humanities clustei. In the Ashlanu case acauemic
entiepieneuiship begat civic entiepieneuiship that begat cultuial
entiepieneuiship that leu to economic entiepieneuiship. Nultiple foims of
entiepieneuiship, each builuing upon the othei, weie involveu in the founuing
anu giowth of 0SF. The vaiious entiepieneuiships weie appiopiiate to uiffeient
phases of Ashlanu's ieconstiuction fiom an inuustiial to a cultuial economy.
While new knowleuge may moie ieauily tianslate uiiectly into business
entiepieneuiship (Qian, Acs anu Stough, 2u12), olu knowleuge, like Shakespeaie,
may take a moie ciicuitous ioute thiough vaiious foim of civic, cultuial anu social
entiepieneuiship.
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The penumbia of othei theatie companies anu cultuial activities that giew aiounu
0SF changeu the image of Ashlanu to an aits anu humanities town anu ieneweu its
economy. Why Ashlanu iathei than anothei 0iegon town as the home of this
clustei. Fiistly, the piesence of the college, anu the humanistic oiientation of its
knowleuge iesouices, is a necessaiy conuition. Seconuly, Ashlanu hau a tiauition
of public spiiit that can explain some of the town's mobilizing capacity foi civic
7
entiepieneuiship. The town's founueis hau uonateu some of theii lanu foi
common facilities such as Lithia Paik, the eventual home of 0SF. A ceitain
tiajectoiy of puipose can also be iuentifieu in that the festival built upon the
town's cultuial substiate as iegional heauquaiteis of the Chautauqua movement,
whose summei gatheiings acioss the 0niteu States featuieu lectuies,
enteitainment anu occasional ieligious ievivals in the late 19
th
anu eaily 2u
th

centuiies (uoulu, 1961).
The 0iegon Shakespeaie Festival oiiginateu uuiing the 19Su's uepiession as an
extension of the nascent theatiical activities of a teachei tiaining college, with
volunteei anu mouest public suppoit, both municipal anu feueial. This was not a
unique phenomenon at the time as cultuial ventuies weie begun in othei
uepiesseu iegions, pioviuing a platfoim foi theii initiatois while uemonstiating
the utility of the aits. Foi example, "In a typical situation founu uuiing the
Bepiession, a couple of enthusiastic peoplein this case the fleugling aitist,
Lawience Binckley (19uu-1987) anu his wife Niluieu, put foith a tiny bit of
money anu a lot of effoit anu tuineu a family bain into an ait galleiy that
eventually became the piiue of the community" (Nouie, 1998: 2S6). The Ashlanu
theatie pioject was uistinctive in that it involveu the entiie community.

Physically situateu in the centei of town, 0SF giew to be the coie of its
institutional lanuscape anu has hau a tiansfoimative effect on Ashlanu. Ashlanu
has achieveu the goal of viitually eveiy summei touiist uestination: to extenu its
season viitually all yeai iounu. Typically, such effoits iely on a uispaiate collation
of special events. Nantucket, Nassachusetts has a film festival in Septembei to
extenu the season anu a uaffouil weekenu in Apiil to encouiage its eaily opening.
Builuing upon its coie competency in theatie, Ashlanu uevelopeu visual aits anu
ciafts to fill out to its buigeoning cultuial economy. The ability to uiaw upon a
supply chain of theatie talent, youth fiom S00 anu expeiienceu but not stai-level
actois, fiom Bollywoou, who sought a smallei ponu wheie theii talent coulu be
bettei appieciateu, helpeu giow the theatie clustei in Ashlanu. Inueeu, the
Festival's founuei ietuineu to Ashlanu aftei a biief attempt to "make it" in the
woilu's leauing concentiation of acting talent.
8

S00's piesiuent suppoiteu 0SF, the cultuial initiative spun off thiough faculty
membei Angus Bowmei's mobilization of tiiple helix actois. A Bepaitment Chaii
iejecteu a similai attempt to spin-off a community theatie at Stanfoiu 0niveisity,
uuiing the same eia. Piof. Naigeiy Bailey's summei Shakespeaie festival on the
Stanfoiu campus was shut uown aftei two seasons when it was ueciueu that
public peifoimances weie not in accoiu with the univeisity's euucation mission.
4

}ohn Naynaiu Keynes justifieu his plan to builu a theatie at Cambiiuge 0niveisity
in 19S4 on the giounus that a, "theatie |isj as necessaiy to the unueistanuing of
the uiamatic aits...as a laboiatoiy is to expeiimental science." 0f couise, a
univeisity theatei is moie than a laboiatoiy to unueistanu uiama, it is also a
meuium of uissemination to "publish" the iesult. 0nfoitunately, the Kings College
Council iejecteu theii buisai's pioposal to extenu the puiview of this elite
institution fiom the aits anu sciences to the peifoiming aits (Siuelsky, 2uuS: S2S).

As a Noimal School, S00 was heavily oiienteu towaius the humanities, with a
component of peifoiming aits, ieflecting the cuiiiculum of the schools that it
pioviueu with tiaineu peisonnel. Noieovei, teacheis college peifoiming aits
cuiiicula aie stiongly oiienteu to piactice since a goou pait of the iemit of a high
school uiama teachei is coaching theii stuuents to mount a peifoimance. Theatie
is a collaboiative ait. The theatiical ethos implicit in, "Let's put on a play" was
congiuent with taking this mission beyonu the bounuaiies of the college. When
the piactical aits mission of a teacheis college was scaleu up to the community
level, it was a leap that was within ieach. Baseu on the theatie aits anu
humanities, iathei than engineeiing anu the sciences, anu on teaching iathei than
ieseaich: community theatie was in tune with the college's mission.

Why woulu a iuial town have such a festival, lacking even the faintest link to the
Baiu such as the foituitous naming of Stiatfoiu, 0ntaiio anu Connecticut that
inspiieu two othei festivals in his honoui. Ashlanu's tenuous link to Shakespeaie

4
neverLheless, Lhe Memorlal 1heaLre, LhaL recenLly celebraLed lLs 73
Lh
annlversary, was consLrucLed ln
1937 as SLanford's campus performance venue
9
was embouieu in Angus Bowmei, a newly aiiiveu uiama teachei with a passion
foi live theatie. In his autobiogiaphy, he saiu that, "In coming to Ashlanu I faceu
the most bittei uisappointment I hau expeiienceu in my young life. Southein
0iegon Noimal School
S
uiu not have a uiama uepaitment" (Bowmei, 197S: S9).
"|Bowmeij iealizeu that, if |hej weie going to uevelop an extensive extiacuiiiculai
theatie piogiam, |hisj fiist task was to gain the suppoit of faculty, stuuent bouy,
anu townspeople foi the pioject" (Ibiu. 4u). Be convinceu the Active Club, a
community seivice gioup of businessmen anu piofessionals in which he was a
membei, to piopose incluuing "The Fiist Annual Shakespeaie Festival" in the
ievival of Ashlanu's Fouith of }uly "Inuepenuence Bay" celebiation. Staiteu in
19SS, the initial two Festival plays weie cast fiom the School's faculty, stuuents
anu townspeople.

The community collaboiateu in 0SF's founuing, even as the festival incubateu
within the College as an infoimal entity. The Southein 0iegon Noimal School
piesenteu the seconu Festival anu the piofit of $84.2S went to the School.
Although Piesiuent Waltei Reufoiu piomiseu Bowmei that the funus woulu be
"'eaimaikeu'" foi 0SF, the college outfitteu its football team insteau, spenuing the
money on anothei public enteitainment pioject. The impetus to spin-off came
fiom this iaiu on the Festival's eainings. Bowmei anu his associates oiganizeu the
0iegon Shakespeaiean Festival Association anu incoipoiateu it as a non-piofit,
euucational institution so that 0SF coulu contiol its own finances,
institutionalizing an act of civic entiepieneuiship anu embeuuing a tiiple helix
coalition in its oiganizational stiuctuie.

With seveial souices of suppoit in the business anu piofessional community, as
well as local goveinment, 0SF coulu suivive the vicissituues of tempoiaiy loss of
suppoit fiom any single paitnei. Bue to Bowmei's iole in both the College anu the

3
A normal school," an academlc formaL now superseded, was a speclallzed baccalaureaLe degree
lnsLlLuLlon offerlng a range of llberal arLs and sclence sub[ecL maLLer speclalLles and educaLlon Lralnlng
Lo prepare graduaLes as elemenLary and secondary school Leachers. 1he analogous uk lnsLlLuLlon ls Lhe
1eacher 1ralnlng College (11C). ln Lhls paper we refer Lo Lhe school as SCu or SouLhern Cregon
unlverslLy LhaL has developed, from lLs normal school rooLs, lnLo a llberal arLs college and Lhen Lo lLs
currenL sLaLus as a masLers level lnsLlLuLlon.
10
community oiganization, 0SF hau a stiongei take-off velocity that if it hau hau to
iely on a single souice of suppoit, like the ill-fateu 19SS-S6 Stanfoiu Shakespeaie
festival that was not ieviveu once it lost its acauemic sponsoiship. When the
Ashlanu Festival ieopeneu in 1947, aftei a waitime hiatus, ".membeis of the
community, especially the college community, became enthusiastic paiticipants in
ieauying the theatie foi occupancy" (Ibiu 162). Thus, the social capital geneiateu
fiom civic entiepieneuiship helpeu iestait the Festival, even aftei a time lapse.

Bespite Palo Alto being in closei pioximity to a gieatei auuience wateisheu,
ielatively iemote Ashlanu became the aits anu humanities clustei while Palo Alto
hau to settle foi Silicon valley! Piof. Naigeiy Bailey, a membei of Stanfoiu
0niveisity's English Bepaitment, with a specialization in Elizabethan liteiatuie
anu an inteiest in piomoting campus peifoimance of Shakespeaie, who hau
entiepieneuieu the Stanfoiu Festival, wiote Bowmei that he hau accomplisheu,
". what.I.anu the iest |west coast theatie acauemicsj have been tiying to uo foi
yeais,"
6
Bailey connecteu with the Ashlanu festival in the eaily post wai, auapting
the Stanfoiu geology uepaitment's fielu stuuy foimat to offeiing couises on
Elizabethan theatie at the festival.

Bowmei came to Stanfoiu to woik foi a PhB with Bailey, soliuifying an acauemic
link between the two schools that continues to the piesent, with Stanfoiu
acauemics offeiing public lectuies at the Festival. S00 Piesiuent Elmo Stevenson
soon inviteu Bailey to teach hei couises in the S00 summei school, integiating,
".oui summei schoolwoik in uiama, ait anu liteiatuie into the festival.
7
Bailey
founueu the S00 Institute of Renaissance Stuuies, biinging acauemic analysis of
Elizabethan theatie togethei with peifoimance. Combining theoiy with piactice,
as an actoi anu as authoi of a ciitical analysis of the season, she eventually
uonateu hei collection of folios to the Institute (Shakespeaie Newslettei, 19S6).

6
Lettei fiom N. Bailey to A. Bowmei, Su Septembei, 1948 Foluei 17, Box 2 Seiies I SC u2u
Naigeiy Bailey Papeis, Stanfoiu 0niveisity Aichives
7
Lettei fiom Piesiuent Elmo Stevenson to Piof. Naigeiy Bailey, Febuiaiy 27, 1948 Foluei 17, Box
2 Seiies I SC u2u Naigeiy Bailey Papeis, Stanfoiu 0niveisity Aichives
11
Both festivals weie initiateu by acauemics, the Stanfoiu by a female English
Bepaitment Piofessoi with a Yale PhB anu the Ashlanu by a male uiama teachei
with much moie mouest acauemic accomplishments. Bowmei was integiateu into
a local netwoik of business anu piofessional peisons while Bailey lackeu a stiong
local netwoik. Bailey's peeis weie fellow English Bepaitment acauemics with a
theatiical bent at west coast anu intei-mountain west univeisities, who pioviueu
each othei with a collegial suppoit stiuctuie thiough coiiesponuence anu visits.
The 19Su's S00Stanfoiu theatie expeiiences suggest the impoitance of access to
iesouices in the community, especially when inteinal iesouices aie few.

Stanfoiu suppoiteu Fieueiick Teiman's engineeiing entiepieneuiship in the same
eia that Naigeiy Bailey's humanities entiepieneuiship was iejecteu. Teiman
supplementeu campus iesouices with those he accesseu fiom fiims in the iegion
anu as fai away as New Yoik, wheie Stanfoiu alumni helu key positions
(Etzkowitz, 2u1S). Bailey iegioupeu at Stanfoiu, oiganizing a new plays
competition that she ian foi uecaues, with paiticipation of leauing Ameiican
theatiical figuies as juuges. uenuei ioles, uoubtless, weie a factoi but the cultuie
of the two schools, no uoubt, also playeu a iole, with the 0iegon teachei tiaining
college, heavily oiienteu to the humanities even as Stanfoiu was engineeiing
focuseu. Even as technical enteipiises weie being hatcheu on the same campus, a
moie constiicteu acauemic cultuie in the humanities inhibiteu a paiallel
entiepieneuiial initiative in the aits.

It woulu be uecaues befoie the entiepieneuiial ethos of Stanfoiu's engineeiing
school spieau all the way to the Nusic Bepaitment. Patentable algoiithms weie
licenseu to the Yamaha Coipoiation (Nelson, 2uuS), but this was an activity baseu
on the application of engineeiing technology to the humanities iathei than an
expiession of humanistic knowleuge. Stanfoiu has iecently ieuiesseu this
imbalance by cieating an aits uistiict of conceit halls anu museums on campus but
this is laigely a top-uown initiative focuseu on builuings anu uonois. StaitX, the
Stanfoiu stuuent goveinment oiiginateu acceleiatoi pioject, has spieau fiom the
computei anu biological sciences to uesign but not yet to the peifoiming aits
(Etzkowitz, 2u1S).
12

!"#$%&'( $ !*'+&+%#'% ,%"#$- *. /0%&1&%2

Emanating fiom the teaching mission of a local institution of highei euucation,
0SF combineu public enteitainment with uissemination of scholaiship on the
Elizabethan eia. At its inception, the pioject moveu beyonu the campus, which is
locateu off of uowntown, to the town centei. Similai venues, associateu with the
visual aits anu music, often emanating fiom oi even siteu at a college oi
univeisity, like the Nailboio Nusic Festival anu Nailboio College in veimont, can
be iuentifieu acioss the countiy. Few have hau such a sustaineu giowth anu
expansionaiy uynamic as Ashlanu's festival that became a significant featuie of
the town's economic base anu the coie of a new civic iuentity. Not suipiisingly,
theie is "a cult of Angus Bowmei" who is ieveieu by many of the Festival's oluei
suppoiteis. Inueeu, Bowmei's peisona has eclipseu the contiibutions of Ashlanu
townspeople anu Stanfoiu acauemics that suppoiteu the founuing anu giowth of
the festival, much as the Steve }obs auia has oveishauoweu Apple's othei founueis
(Isaacson, 2u11).

Ashlanu's piime attiaction, live theatie, is a consistent anu continuing stieam of
activity baseu on a common mouel, like the piolifeiation of S4 2
nu
hanu
bookstoies in the Welsh town of Bay-on-Wey that engenueieu a liteiaiy festival.
Sponsoieu by a national newspapei, it uiaws 8u,uuu visitois. Bibliophile Richaiu
Smith, the oiiginatoi of the town theme, was cieuiteu with having changeu Bay,
". fiom a small maiket town into a mecca foi seconu-hanu book loveis anu this
tiansfoimeu the local economy" (BBC, 2uuS). The "book town" mouel has spieau
to othei Euiopean countiies. By, ".pioneeiing the piesence of theatie in Ashlanu,
0SF has paveu the way foi othei theatie companies |in townj to succeeu as well."
8

0SF itself has giown to an eight month long season of eleven plays, going beyonu
Shakespeaie to contempoiaiy as well as classical iepeitoiie, as only foui of the
eleven plays this past season aie Shakespeaiean. Inueeu, the Ashlanu expeiience
inspiieu the southein 0tah Shakespeaie Festival mounteu by a local univeisity.

8
Ashland, Cregon Chamber of Commerce, !"#"$% '$( )*"$% +,-"$.-- /,"(. 0120, p. 23.
13

The Ashlanu Festival attiacteu attention well outsiue the iegion, initially within
its catchment aiea anu then nationally. 0SF was inviteu to peifoim at the 19S9
Woilu's Faii in San Fiancisco anu the peifoimance was bioaucast nation-wiue,
enhancing the piojects legitimacy. In the eaily post-wai, shoiteneu veisions of
0SF peifoimances weie a iegulai featuie on the National Bioaucasting System, a
netwoik that also piomoteu high cultuie by suppoiting the NBC Symphony
0ichestia that Aituio Toscanini conuucteu. Bowevei, the NBC Symphony, a
coipoiate attiibute, was uisbanueu aftei Toscanini's ueath wheieas 0SF
institutionalizeu Bowmei's chaiisma (Eisenstaut, 1968). 0SF, giew beyonu
uepenuence upon any single inuiviuual foi its suivival, piouucing a social woilu,
".which exists histoiically piioi to the actois." anu fuinishes an objective
stiuctuie that they ieenact (Zuckei, 1977).

F; C(& C-"#.@8-?"%)8# 8@ GHI
S00's iole in the cieation of 0SF exemplifies the input of knowleuge fiom
univeisities anu othei ieseaich institutions in the cieation of clusteis fiom
vaiious technological anu humanistic knowleuge bases. In piinciple, theie seems
no ieason why knowleuge fielu, oi in Tiiple helix teiminology, "knowleuge space"
may not incluue humanistic as well as engineeiing expeitise. Noieovei, the 0S0
expeiience uemonstiates that a teaching univeisity's knowleuge base may be
vieweu as a iesouice foi economic anu social uevelopment.

Beyonu its social anu economic impact, 0SF has spuiieu the acauemic
uevelopment of its paient. A foimei teacheis college is now Southein 0iegon
0niveisity (S00) with a competitive theatie uepaitment. The upgiauing is a
typical acauemic piogiession that its peeis have also achieveu to a gieatei oi
lessei uegiee. Foi example, Albany State Teacheis College in New Yoik State's
capitol became the 0niveisity at Albany, upgiauing fiom teacheis euucation to
pioviuing social science expeitise in fielus like ciiminal justice to state
goveinment anu then a nano-science anu technology ieseaich centei in
collaboiation with IBN as pait of a state goveinment effoit to builu a semi-
14
conuuctoi inuustiy. S00's ascension, linkeu to the theatie aits, in a ielatively
isolateu iegion, giving it uiawing powei foi stuuents beyonu the state bounuaiies,
is uncommon.

Theie was no gianu vision of collaboiation between theatie festival anu univeisity
at its inception. The site of the fiist Shakespeaie festival houseu peifoimances
uuiing the Chautauqua eia. The fiist Chautauqua builuing, built in 189S, was
enlaigeu anu then ieplaceu by a uome-coveieu stiuctuie in 1917 that was toin
uown in 19SS aftei the Chautauqua movement uieu out in the eaily 192u's. The
movement's uecline left behinu the physical base of a uemolisheu auuitoiium that
was ie-imagineu to fit the foim of an Elizabethan theatie. Inueeu, Bowmei thought
the Chautauqua walls iesembleu pictuies he hau seen of Elizabethan theaties anu
iecycleu them as the fiame foi the initial outuooi theatei.

Bowmei's anu Bailey's uual ioles in 0SF anu S00 helpeu builu a vaiiety of links.
0ffei of teaching positions at S00 assisteu ieciuitment of company membeis,
especially befoie 0SF built its ieputation. The S00 Centei foi Shakespeaie Stuuies,
founueu in 1986, combines Shakespeaie analysis anu piouuction in a Shakespeaie
Stuuies minoi with 0SF actois anu uiiectois as guest faculty.
9
Its ielationship with
0SF helpeu the Centei pioneei the national teaching fiom peifoimance
movement. Fiom 1987-2uuS, summei institutes, sponsoieu by the National
Enuowment foi the Bumanities, helpeu teacheis teach Shakespeaie. 0SF anu S00
also oiganizeu the Spiing Shakespeaie Symposia foi Califoinia anu 0iegon high
school teacheis to piepaie theii classes foi 0SF peifoimances.

As the festival gaineu piominence, S00's ielationship with 0SF helpeu impiove its
theatie uepaitment. Theatei piofessionals 'iight uown the stieet,' seiving as
aujunct piofessois pioviueu, "unimaginable access" as a stuuent noteu. Stuuent
inteins weie tieateu like company membeis at 0SF, gaining expeiience that
helpeu in aumittance to Nastei of Fine Aits piogiams. The Shakespeaiean
Festival anu Summei School, begun in the 1949 Festival season, offeieu ten

9
ArmsLrong, "LxlsLlng CSl/SCu Shakespeare SLudles CollaboraLlon", p. 1.
13
couises that hau a iegional ieach to west coast stuuents, south to Stanfoiu
0niveisity anu noith to Washington State 0niveisity.
1u


Nany stuuents matiiculate at S00, inspiieu by a school visit to 0SF that incluueu a
campus stay. Piimaiy anu seconuaiy school gioups make fielu tiips to 0SF anu
stay in S00 uoimitoiies, encouiaging them to iuentify as college stuuents. An S00
aumissions officei, visiting high schools in Califoinia, iepoiteu that, "a giil tolu me
'I am an S00 stuuent!' anu whippeu open hei wallet, piouuly showing me hei S00
cafeteiia meal caiu fiom hei visit to Ashlanu." While oiiginally planning to attenu
Noithwestein, a nationally known theatei aits school, on a tiip to 0SF, a high
school stuuent stoppeu by the S00 campus spoke with an acting piofessoi about
the univeisity its ielationship with 0SF, anu enueu-up attenuing S00. Anothei
stuuent who staiteu attenuing 0SF when she was 1S yeais olu, ueciueu to attenu
S00 because of its ielationship with 0SF.

0niveisity-inuustiy (theatie festival) links weie instantiateu thiough uual ioles.
A new S00 theatie facility, built in 1982, maue S00 moie attiactive to potential
instiuctois fiom 0SF.
11
0SF staff was especially willing to help with the Nastei of
Theatie Stuuies in Piouuction anu Besign. Nany actois' inteiest in theatie staiteu
in high school so helping with such a piogiam is peisonally fulfilling foi the actois
anu is a way to "pay back."
12
Integiating membeis of staff into univeisity faculties,
thiough "Piofessoi of Piactice" anu othei aiiangements is the stiongest foim of
univeisity-inuustiy collaboiation (Etzkowitz anu Bzisah, 2uu8).

As S00 has giown so has 0SF, which incieases the potential foi S00 giauuates
anu alumni to finu employment anu inteinships. 0nlike the two laige public
univeisities in the state- 0niveisity of 0iegon, a geneial puipose ieseaich
univeisity, anu 0iegon State 0niveisity, a technology oiienteu school- S00 is a

1u
0iegon Shakespeaie Festival, Aichives Bivision, "Euucation Bepaitment Recoius, 1947-2u11",
pp. 4-S.
11
LLzkowlLz, lnLervlew wlLh rofessor Chrls SackeLL" SCu, 2012.
12
kaan, lnLervlew wlLh rofessor Lrlc Levln" SCu, 2012.
16
smallei univeisity that giew out of a teachei tiaining college anu is locateu in the
southein, less uevelopeu, pait of 0iegon. In an eia of competition foi univeisities
to set themselves apait anu wheie S00 competes foi goveinment funuing against
the laigei state univeisities in 0iegon, 0SF helps S00 uiffeientiate itself. Baving
0SF, in auuition to the othei theaties that exist in Ashlanu, gives S00 a
competitive euge.

The univeisity is taking a highei piofile in the iegion in iecent yeais. }ust as othei
theatie gioups, such as ANPF, want to collaboiate with S00, businesses in the aiea
want to paitnei with S00. The business community in }ackson (wheie Ashlanu is
locateu) anu }osephine counties woulu like S00's School of Business, ". to become
moie engageu with the local economy,"
1S
to uo ieseaich ielevant to the aiea, holu
confeiences on business issues, anu foi S00 to become a centei foi
entiepieneuiship anu offei gieatei suppoit to staitups anu small businesses.
J; C(& K&#&7"2 8@ 4.(2"#9
0SF has inuuceu a change in the town's economic stiuctuie anu woiking class
cultuie to a focus on theatie anu ancillaiy aits that gives Ashlanu a unique iuentity
anu bianu name iecognition. 0SF is "oui main business in town."
14
Ashlanu,
0iegon is a town in the Rogue valley, a iuial iegion neai the 0iegon-Califoinia
boiuei with a tempeiate climate anu agiicultuie noteu foi fiuits anu beiiies. The
Rogue valley economy was tiauitionally baseu on iesouice extiaction, such as
lumbei mills, anu its location as a iailheau, losing this infiastiuctuie to a giaue
impiovement in 1929. Ashlanu theatie companies anu theii ancillaiy activities
constitute a clustei, in theii inteiielationships, in contiast to most aiea fiims that
function as isolateu local entities, locateu in the iegion uue to owneis lifestyle
piefeience uespite highei costs of uoing business.
1S


13
Reiu, R. Schein, S. anu Wilson, B. (2uu6)"Inuustiial Clusteis in }ackson anu }osephine Counties",
0.S. Bepaitment of Commeice Economic Bevelopment Auministiation p. iv.
999:-.,0-8':(&:3+F360$.FAGHIJ8').+&6-0=0).+$&.K$2(&+:2'3 last accesseu 1S Apiil 2u1S

14
LLzkowlLz and kaan, lnLervlew wlLh uoLLy Crmes, Llbrarlan, SCu, 2012.
13
lbld.
17

A theatie clustei with vaiious theatie companies anu festivals has uevelopeu fiom
0SF's success. Foi example, the ANPF uevoteu to new plays, enhances the city's
theatie ieputation, uiawing auuitional visitois anu encouiaging longei stays. As
uiay NcKee, Piesiuent of the Ashlanu New Plays Festival (ANPF) Boaiu of
Biiectois stateu, a poition of ANPF's success can be attiibuteu to the success of
0SF as ".goou theatie, in my expeiience, makes people want moie of it."
16
Theie
is cioss-feitilization of talent at both festivals, foi example, the ANPF Aitistic
Biiectoi, is also an 0SF actoi anu key noue of a netwoik among the companies.

The cieation of a maiket foi theatiical peifoimance was facilitateu by the
seienuipitous location of Ashlanu, neai Poitlanu, 0iegon anu the San Fiancisco
Bay Aiea.
17
People fiom two laige metiopolitan aieas may tiavel to Ashlanu on a
single tank of fuel so even when fuel costs iose, people woulu still visit Ashlanu.
The uiveisification fiom theatei aits to visual aits, ienewal of the pie-festival hot
spiings attiaction anu uevelopment of ancillaiy activities such as coffee houses
anu bookshops to fill the inteistices of visitois time also maue the town moie
attiactive to iesiuents.

While an intiiguing townscape may not inuuce a cultuial clustei by itself, it can be
a facilitating factoi in attiacting visitois who wish to tempoiaiily entei an
alteinative social ieality in theii eveiyuay life as well as in the theatie. The built
enviionment of Ashlanu is an attiactoi, especially in iecent yeais when
subuibanization has engenueieu nostalgia foi small town Ameiica. Ashlanu's
economic uevelopment leaueiship piotecteu anu enhanceu its classic business
uistiict anu iesisteu the infusion of subuiban ambiance that chaiacteiizes its
closest neighboi.


16
kaan, lnLervlew wlLh Cray Mckee".
17
The significance of a catchment aiea foi towns inteiesteu in a univeisity collaboiation to stait
an aits festival foi economic uevelopment puiposes was noteu by }ohn NcLaughlin, foimei
Community Bevelopment Biiectoi foi Ashlanu, Inteiview with Kaan anu Etzkowitz, 2u12
18
An histoiic venue, especially a ielatively oiuinaiy one, pioviues a non thieatening
scene to ielax anu winu uown to the slowei pace associateu with mouest victoiian
style houses anu a Nain Stieet with local shops, chaiacteiistic of an eailiei eia.
Thus, the tight uiban enviionment, iequiieu to call togethei iail ciews quickly,
pioviueu a useful iesouice to iecycle anu expanu upon uecaues latei when the
iising cultuial economy became the focus of economic uevelopment planning.
"Netwoik giowth" was the outcome of histoiical, policy anu spillovei effects in
Ashlanu's effloiescence (Schmieuebeig, 2u1u: 2uS).

The uppei woiking class houses of iailway biakemen anu engineeis anu a
tiansient iooming house with a fauing coca cola muial on its siue, have been
ienovateu into elegant beu anu bieakfasts, iestauiants anu coffee houses without
a Staibucks maiquee. The town's classic hotel, oiiginally built as a uestination foi
the theiapeutic wateis of Lithia Spiings, has been cautiously ienovateu to ietain
its eaily 2u
th
centuiy ambiance. The cuiient management is committeu to,
".iesuiiecting those, 'Taking to the Wateis, simplei times" when Ashlanu was
known as Ameiica's Bauen-Bauen.
18


Fiom the local goveinment peispective, 0SF is "ingiaineu in Ashlanu's histoiy |Itj
is veiy impoitant, we tiy to woik with them, anu we want them to be successful"
19
Nunicipal goveinment pioviueu town lanu foi the theateis at nominal cost anu
suppoiteu the constiuction of paiking facilities. The city helpeu 0SF obtain a low-
inteiest loan to builu its New Theatie thiough the state of 0iegon as well as
coveiing a poition of the loan payments foi its gaiage. 0SF also ieceives a poition
of the Tiansient 0ccupancy Tax (T0T) on oveinight accommouations. 0f couise,
the Festival playeu a majoi iole in attiacting the visitois that paiu the tax,
inuicating the symbiotic ielationship between civic entiepieneuiship anu the
public benefit objective of goveinment. In 2u11, attenuance was S9u,S47, in
compaiison to 8u,uuu pei summei foi the NY Shakespeaie Festival.


18
hLLp://llLhlasprlngsresorL.com/welcome.hLml lasL accessed 4 Aprll 2013
19
kaan, lnLervlew wlLh 8lll Molnar, Community Bevelopment Biiectoi of Ashlanu.
19
The intei-ielateu ioles of the thiee levels of 0S goveinment in fosteiing
innovation anu entiepieneuiship have been calleu a "tiiple helix within a tiiple
helix" (Penska, 2u1S). This 'innei tiiple helix' can be seen at woik in the Ashlanu
case. The oiiginal theatie was built with Woiks Piogiess Auministiation (WPA)
funus in the 19Su's anu, in the 196u's; a matching giant fiom the 0S Economic
Bevelopment Auministiation completeu the funu iaising foi the theatei expansion
pioject.
2u
State goveinment facilitateu this lattei initiative. While civic
entiepieneuiship pioviueu the initiating anu continuing uiiving foice of the
Festival, goveinment assistance fiom the municipal, state anu feueial levels
expanueu anu soliuifieu the volunteei effoit.

Theie is a lesson heie foi state suppoiteu cultuial oiganizations in Euiope, like
the iegional Italian opeia houses. While they ietain consiueiable populai suppoit,
ieliance on national goveinment funuing, that is shaiply ieuucing, thieatens theii
viability. }ust as Euiopean univeisities have oiganizeu alumni associations in
iecent yeais to inciease theii suppoit base, state suppoiteu cultuial oiganizations
might look to theii local suppoiteis anu oiganize them in associations with
goveinance authoiity, theieby incieasing theii ability to geneiate local suppoit.
The Ashlanu Festival ieceiveu suppoit fiom the 0S goveinment at key points in its
histoiy, the 19SS founuing anu the 1961 expansion. Bowevei, its suppoit base has
been constiucteu fiom a vaiiety of elements, incluuing but not limiteu to the thiee
levels of 0S goveinment, the cultuial clustei it initiateu anu in which it is
embeuueu, anu the geneiations of theatie goeis, many of whom have suppoiteu
0SF in ways that go beyonu ticket puichase.

0SF has giown into a national cultuial phenomenon, acknowleugeu by the #$9
L(&C M6/$. as eaily as 1948 (Neuberger, 1948) anu into an engine of economic
iegeneiation. S00 anu 0SF, as the two laigest employeis, combineu with a stiong
touiism inuustiy, aie the founuation of Ashlanu's economy. 0SF employs
appioximately S7S theatie piofessionals anu attiacts neaily 6uu volunteeis. The

20
Whlle a fundralslng campalgn ralsed $1,000,000, Lhls was lnsufflclenL so Lhe maLchlng granL was
cruclal. 1he money wenL Lo Ashland as Lhe pro[ecL was bullL on clLy land LhaL CSl Lhen leased (8owmer,
lbld pp. 262-3.).
20
giowth of 0SF is also seen beyonu employment numbeis. Appioximately half of
Ashlanu's visitois attenu plays, with visitois significantly incieasing the pationage
foi local stoies anu boutiques. In the past 2u yeais, Ashlanu's economy, in auuition
to manufactuiing anu specialty foous anu beveiages, has ielieu on S00, 0SF, as
well as louging, iestauiants, anu specialty ietail, much of it spun-off oi attiacteu
by the Festival. Figuie2.

"#$%&' 45 0/6,67#/ 87+*/1 69 :;"
4(

0SF attiacteu actois who came to peifoim; some moveu to the town anu maue it
theii base oi came foi ietiiement. 0SF also uiaws ietiiees fiom among theatie
attenuees foi whom it is an attiaction along with the affoiuable stanuaiu of living
in Ashlanu, especially foi iesiuents fiom the San Fiancisco Bay Aiea.
22
This
contiasts with the eia when the Ashlanu economy was baseu on mills anu its
uemogiaphics on families anu chiluien. Ashlanu's woiking class opposeu the focus
on the aits anu on the uowntown suppoiteu by the univeisity anu the business
community. While giowth in the aits has benefitteu the economy, a segment of the
Ashlanu population feel local goveinment pays too much attention to the aits.
Neveitheless, iathei than uevolving into a "ghost town," the fate of many westein
towns that have lost theii mining anu extiaction economies, Ashlanu has ieneweu
itself, with concomitant uisplacement of its inuustiial woiking class anu iise of a

21
Cregon Shakespeare lesLlval, Cregon Shakespeare lesLlval SLaLe and Local Lconomlc lmpacL -
2011".
22
Cnn Money, 23 8esL laces Lo 8eLlre" Ashlanu was iankeu 16
th
nationally in 2u1u.
LM
L=MNMMMNMMM
LFMNMMMNMMM
LOMNMMMNMMM
LPMNMMMNMMM
L:MMNMMMNMMM
L:=MNMMMNMMM
L:FMNMMMNMMM
L:OMNMMMNMMM
L:PMNMMMNMMM
=MM: =MM= =MMB =MMF =MMJ =MMO =MMQ =MMP =MMR =M:M =M::
S8'"2
G-&*8#
21
new miuule class of "cultuial woikeis," as theatie became the economic base of
the town.

O; !8#9)%)8#. 8@ !+2%+-"2 !2+.%&- T-87%(

As knowleuge piouuction anu uissemination is intiouuceu into clustei policy, an
enhanceu clustei mouel is assimilateu with the tiiple helix fiamewoik. The
conveigence of clustei, iegional innovations systems anu tiiple helix speaks to the
cieation of conuitions that encouiage giowth. Piesence of key actois in ielative
isolation may be sufficient to inuuce innovative clusteis, as in 0xfoiu anu
Cambiiuge (Lawton-Smith, Romeo, anu Wateis, 2u1S). Bowevei, the inteiaction of
key actois ovei time anu the institutionalization of ielations among them is the
key to giowth anu ienewal in Ashlanu anu elsewheie, ianging fiom Amsteiuam,
thiough its Economic Boaiu, Stavangei, Noiway
2S
Poito Allegie
24
anu San
Fiancisco, Califoinia (0nishi, 2u1S). These venues have in common establishment
of "consensus spaces" biinging togethei tiiple helix actois to biainstoim anu
implement piojects foi civic impiovement, the veiy stiategy that catalyzeu the
founuing of 0SF anu suppoiteu its uevelopment ovei time.

Some of the factois that encouiage giowth have been noteu in the analysis of
Silicon valley, e.g. availability of goveinment piocuiement funus to uiive a
leaining cuive (Lecuyei, 2uu7) anu inseition in a suppoitive eco-system with
ventuie capital, legal assistance anu fiims in ielateu business fielus (Lee et. al.
2uuu). In an enviionment with legal iestiictions anu lack of an entiepieneuiial
cultuie, an incubatoi pioject anu an entiepieneuiship couise can iemeuy some of
these ueficits. Yale's move into biotechnology fiim foimation, achieveu in pait by
ieoiienting the neaiby Stamfoiu ventuie capital community in its uiiection
tianslateu its high ieputational anu social capital into financial capital to facilitate
a pie-eminent ieseaich univeisity's entiepieneuiial tiansition (Biesnitz, 2uu7).

23
Peisonal communication to the authoi fiom }an Soppelanu, Nanaging uiiectoi, uieatei
Stavangei Economic Bevelopment 1u, Apiil 2u1S
24
AuLhor lnLervlew wlLh !ose MarLlns and Pelena 8ackes, aradoxa www.paradoxa.com.br . 20 Aprll
2013
22

Lack of leaueiship to capitalize on stiengths has inhibiteu knowleuge-baseu
giowth, pieviously in New Baven anu contempoianeously in 0xbiiuge. Relative
absence of these factois in Tioy, New Yoik, wheie computei fiims locateu at the
Rensselaei Science Paik iegulaily moveu to Boston to be among theii peeis, until
a ceitain "ciitical mass" was achieveu.
2S
0n the othei hanu, at least one of the
factois that has been helu to inhibit giowth i.e. "gieenbelt aieas" inhibiting
expansion has been founu to be iiielevant as fiims jump ovei the Cambiiuge
uieenbelt anu locate in neighbouiing towns (Lawton-Smith, Romeo, anu Wateis,
2u1S). Inueeu, a similai phenomenon may be noteu in Palo Alto wheie once fiims
ieach a ceitain size, they must uepait. uiven the lack of space available foi laige-
scale fiim uevelopment, uoogle soon moveu to Nountain view anu Facebook to
Nenlo Paik.
26


Ill-infoimeu leaueiship may uissipate potential stiengths. A viitually abanuoneu
inuustiial uistiict of Baicelona was the site of a stiuggle between aitists anu a top-
uown uevelopment pioject.
27
Like theii Soho counteipaits, aitists hau begun to
settle in the uisuseu factoiies along the uiagonal ioauway in the wake of the 1992
Baicelona summei 0lympics that stimulateu a vaiiety of economic iegeneiation
piojects.
28
0ne such plan, suppoiteu by the municipality, was to tuin the uistiict
into a centei foi high tech uevelopment, ieplacing most of the olu factoiies with
new constiuction anu pioviuing high banu wiuth anu othei technological
infiastiuctuie to attiact technology fiims anu bianches of univeisities. An eaily
step was to call in the police to iemove the aitists who weie vieweu as an obstacle
to the high tech image fosteieu by the Aiioba 22 pioject. Yeais latei, iecognizing
theii mistake in cutting off bottom-up aitistic anu cultuial entiepieneuiship,

23
AuLhor lnLervlew wlLh 3.$--.4'.r Sclence park ulrecLor, 1990.
26
1here ls Lhe underuLlllzed P headquarLers complex ln Lhe SLanford 8esearch ark, buL Lhe flrm
prefers Lo reLaln lL and hosL noL for proflLs.
27
Authoi inteiviews with }osep Pique, Biiectoi of Aiioba 22, anu othei pioject membeis, 2uu7,
2u1u.
28
Case 22 Innovation at Baicelona Innovation Bistiict http:sustainablecitiescollective.comecpa-
uiban-planning276u1case-stuuy-22-baicelona-innovation-uistiict
23
Aiioba 22 inviteu the aitists to ietuin but the uamage hau been uone in blocking
the "Sohoization" of the uiagonal.

A similai fate might have befallen New Yoik's Soho. Robeit Noses, the mastei
iebuiluei of New Yoik fiom the uepiession eia into the 196u's, hau amasseu the
capability to push thiough laige piojects by filling a vaiiety of positions at the
state, city anu ciosscutting auministiative uistiict levels, like the Tiiboiough
Biiuge anu Tunnel Authoiity anu the New Yoik Poit Authoiity. Be hau uevelopeu
a plan to builu a majoi highway thiough SoBo anu neighboiing uieenwich village
(Caio, 1974). }ane }acobs, an activist anu uiban theoiist, leu a small citizens gioup
that successfully opposeu the Noses plan. Exemplifying Naigaiet Neau's thesis of
the powei of a committeu citizeniy, SoBo was saveu foi the aitists, allowing space
foi a bottom-up mouel of uiban iegeneiation, baseu on aitists anu the aits, to
emeige (}acobs, 1961).

!34%3"$4 !43+%#" ,300#++ 5$0%*"+
What aie the necessaiy anu sufficient conuitions foi the cieation of a cultuial
clustei. We shall auuiess this issue thiough a compaiison of the Ashlanu anu
contiasting attempts as cultuial clustei builuing. In the 197u's, baseu on analyses
of netwoiks of small family fiims, each contiibuting special elements to leathei
anu clothing piouucts, the iegional level was ieuiscoveieu anu conceptualizeu in
clustei analysis (Boschma, 2uuS). Ranging fiom loose uefinitions of a gioup of
similai fiims e.g. the gypsum clustei in Recife, Biazil to "stiong netwoiks" among
fiims as in the "Thiiu Italy" in inuustiial society, knowleuge-baseu clusteis aie
typically moie complex.

The oiganic uevelopment of the Ashlanu festival ovei seveial uecaues has both
similaiities anu uiffeiences to some iecent cultuial initiatives that weie inseiteu
into seemingly impiobable enviionments. Foi example, the uuggenheim Nuseum
in Bilbao was an entiiely new uepaituie foi this inuustiial town. The Nuseum was
a top uown iegional goveinment initiative in shaip contiast to the bottom-up
natuie of the Ashlanu festival. An economic success, the Nuseum has uiawn
visitois that utilize the towns existing hospitality stiuctuie on weekenus anu
24
summei months when business visitois aie less piesent. Thus, the Nuseum is
complementaiy to existing infiastiuctuie but the inuustiial featuies of the town,
though in uecline aie still the mainstay of its economy (Plaza, 2uu8).

Contempoiaiy cultuial entiepieneuiship is exemplifieu by such high-piofile
inteinational collaboiations caiiieu out at gieat expense by joint publicpiivate
uonois, like the uuggenheim Nuseum in Bilbao that has tiansfoimeu the image of
this ueclining inuustiial city anu maue it a cultuial icon anu touiist uestination
(Ball, 2uu2). Bowevei, the Nuseum seems a ielatively isolateu initiative, linkeu to
its paient Nuseum in New Yoik but with little oi no connection to local cultuial oi
acauemic infiastiuctuie. Its long-teim success may be juugeu by whethei the
pioject also geneiates a local aitists quaitei wheie woiks aie piouuceu that aie
woithy of being exhibiteu at the Nuseum.

The expeiience of anothei Shakespeaie Festival suggests the impoitance of local
suppoit. The Stiatfoiu Connecticut Festival, founueu by New Yoik theatie
luminaiy, Lawience Langnei, togethei with such well known theatie peisonages
as Lincoln Kiistein, founuei of the New Yoik City Centei Theatie, Theiesa
Belbuin, co-piouucei of the Theatie uuilu, a non-commeicial alteinative to
Bioauway, Rogei Stevens, noteu piouucei anu Nauiice Evans, uistinguisheu actoi.
Although Langnei was a founuei of the Theatie uuilu, Stiatfoiu followeu the
Bioauway mouel in emphasizing stais, expensive piouuctions, anu a theatie
builuing, iathei than the simple stiuctuies that chaiacteiizeu the beginnings of
iegional festivals, like Ashlanu. The Foiu anu Rockefellei founuations suppoiteu
Stiatfoiu anu no less a peisonage than Winston Chuichill sent a congiatulatoiy
message foi the Festival opening.

Neveitheless, the path was not smooth. The iesiuents of Westpoit Connecticut, an
upscale community opposeu the Festival, causing it to be ielocateu to Stiatfoiu, an
inuustiial town. The pioject moveu top-uown, with suppoit of the state's
goveinoi, a Bioauway theatiical elite anu suppoiteis fiom," .the woilus of
finance, law, ietail anu goveinment anu publishing"(Coopei, 1986: 19). Without
significant local ioots, exteinal suppoit waneu anu the Ameiican Shakespeaie
23
Festival closeu in the miu 198u's. The town of Stiatfoiu suppoiteu by local
volunteeis, has since attempteu to make the shutteieu theatei a touiist attiaction,
but with limiteu success.

The New Yoik Shakespeaie festival, begun in the same eia, by }oseph Papp, a
visionaiy theatiical entiepieneui, touiing New Yoik City with Shakespeaie
piouuctions peifoimeu on a flatbeu tiuck, showeu steauy giowth anu gieatei
staying powei. It scaleu up giauually, as suppoit giew, to a summei theatei in
Cential Paik anu a theatie complex uowntown in the ienovateu heauquaiteis of
the Bebiew Immigiant Aiu Society. The New Yoik Shakespeaie Festival, now the
Public Theatie, uevelopeu a symbiotic ielationship with Bioauway, moving its
successful piouuctions to the commeicial stage anu iecycling funus to suppoit its
non-piofit theatie.

Aftei a peiiou of initial ambivalence, city goveinment also became a stiong
suppoitei, incluuing constiuction of a theatie in Cential Paik, in iecognition of the
Festival's contiibution to civic life anu touiism. Inueeu, it was the veiy same
Robeit Noses who almost uestioyeu the emeiging SoBo aits uistiict (}acobs,
1961) who was the initial opponent but, when tuineu aiounu, is iepoiteu to have
saiu, "Let's builu the bastaiu a theatie." New Yoik pioviueu Papp a bioauei venue
foi his effoits than Ashlanu offeieu Bowmei. Bowevei, they aie similai in the civic
suppoit they engenueieu anu the clusteis they geneiateu, ue novo in Ashlanu anu
as an enclave within the bioauei theatiical scene in New Yoik.

Entiepieneuiial activity cieates anu tianslates capital fiom one foim to anothei.
As Boiuieu anu his colleagues have shown, capitals aie tiansmutable anu aie
exchangeu in an infoimal bouise that tiaues one foim of value foi anothei: civic
into ieputational, ieputational into social, financial into cultuial, cultuial into
financial etc. (Boiuieu, 1986). "Bual-life peisons," like Ashlanu's Bowmei, with a
foot in uiffeient camps, often peifoim the exchange function. In anothei instance,
a late 19th centuiy Bostonian financial entiepieneui with an aitistic bent, Beniy
Lee Bigginson, applieu mouels of foimal oiganization, uiawn fiom business, to
26
uistinguish the high aits fiom the low aits anu shapeu inuepenuent musicians into
the Boston Symphony, a uisciplineu oiganization.

Tiansmuting financial into cultuial capital, Biggenson anu his colleagues built
museums anu conceit halls, taking contiol of the aits fiom aitists anu theii
infoimal oiganizations (Bimaggio, 198S). The evolution of the Euinbuigh fiinge
festival illustiates a continuing uialectic between cultuial anu business
entiepieneuiship anu the attiactive powei of an anchoi clustei (Lee, 2u12).
Begun spontaneously by theatei tioupes that showeu up to take auvantage of the
auuience potential geneiateu by an official festival, the phenomenon was labeleu
by a jouinalist who uefineu its iuentity, much like the naming of Silicon valley,
aftei the clustei of semi-conuuctoi fiims hau appeaieu. The Fiinge festival
engenueieu an infoimal suppoit oiganization that was eventually foimalizeu
unuei piessuie of fiinge festival giowth but electeu iepiesentatives still iepiesent
peifoimeis. The fiinge has become a netwoiking anu booking venue foi
inuiviuuals anu gioups, acioss a wiue iange of populai anu peifoiming aits, as
well as a touiist attiaction in its own iight alongsiue the official Inteinational Aits
Festival eveiy August.

Cultuie has become an explicit element of economic uevelopment policy both foi
iegeneiation of ueclining iegions anu auvancement of well to uo aieas (Lysgaaiu,
(2u11).
29
The Euinbuigh fiinge, Ashlanu anu New Yoik's Soho weie bottom up
uevelopments. SoBo was assisteu by policy measuies, such as a "licensing"
pioceuuie to iestiict iesiuency to woiking aitists (Etzkowitz anu Raiken, 198u).
As the Festival uemonstiateu potential foi economic uevelopment, Ashlanu
pioviueu assistance with the constiuction of new theatie anu paiking facilities.
The Euinbuigh Fiinge appaiently iemaineu self-oiganizeu even as it spun off
yeai-iounu theateis in the city (Lee, 2u12).


29
The authoi seiveu as aits policy auvisoi to the 1977 New Yoik Nayoialty campaign of 0S
Repiesentative Bella Abzug. Economic uata was alieauy available fiom Naitin Segal, Chaiiman of
Lincoln Centei's Boaiu of Biiectois, uetailing the extensive contiibution of the aits to the city's
economy.
27
21st centuiy cultuial entiepieneuis extiact monetaiy value fiom cultuie as they
auvance aitistic innovation in abanuoneu inuustiial uistiicts like New Yoik's Soho,
Tiibeca, Bumbo anu theii counteipaits elsewheie. The entiepieneuis aie often
aitists themselves iegaining contiol of ait, cieating uiveise scenes ianging fiom
hip-hop to peifoimance ait. Theii manual skills as aitists pioveu useful in
ienovating uiscaiueu venues, setting in motion a gentiification uynamic
(Etzkowitz anu Raiken, 198u). Cultuial entiepieneuiship moipheu into business
entiepieneuiship as piouuction of ait also engenueieu galleiies foi the sale of ait
anu ancillaiy cafes, coffee houses anu iestauiants to seivice the visitois. Stieams
of visitois maue the aiea attiactive foi ietail ventuies anu the cultuial ambiance
attiacteu non-aitists who appieciateu theii life style anu maue it theii own.

Policy initiative has moie iecently become the fiist step, with funuing mechanisms
taigeteu at the oiigins as well as the giowth stages of cultuial entiepieneuiship.
Stock solu in a municipal watei powei plant iaiseu 17u million uollais foi the
Cultiva Founuation to piomote cultuie, ianging fiom cutting euge aitistic activity
to moie conventional leisuie puisuits as well as piojects in euucation anu
ieseaich in Kiistiansanu, Noiway (Lysgaaiu, anu Tveiten, 2uuS). The initiative
was appaiently inspiieu by Richaiu Floiiua's "cieative class" thesis, impoiteu to a
ieasonably well to uo town with little pievious expeiience with the avant gaiue
(Kotkin, 2u1S). Thus, theie is hope foi "bouigeois" Kiistiansanu uespite the
concein expiesseu by its analysts that the town uoes not meet Richaiu Floiiua's
"cieative class" ciiteiia (Floiiua, 2uu2). The Ashlanu case suggests that ielatively
conventional peisons may be inspiieu to paiticipate in civic anu cultuial
entiepieneuiship ventuies as well as those on the outskiits of society. Although
uiveisity is ceitainly conuucive to piouuction of novelty, the association between
maiginality anu cultuial entiepieneuiship, positeu by Floiiua, may be weak.

In contiast to New Yoik City, wheie coipoiate heauquaiteis, finance anu ieal
estate oveishauow a woilu-class cultuial economy, a ienowneu attiaction in a
small town has less competition foi public suppoit but theie aie fewei capitals to
iisk. Bottom-up cultuial entiepieneuiship, exemplifieu by Bowmei anu Papp,
embeuueu in a suppoitive local enviionment, is in shaip contiast to the top uown
28
Bilbao anu Stiatfoiu cases, exemplifying success anu failuie iespectively, with
Kiistiansanu somewheie in-between but too new to juuge success. Bilbao founu
its suppoit fiom public investment, a iecognizeu museum bianu, signatuie
aichitectuie anu inteinational touiism while Stiatfoiu's suppoit, even though
stiong within the New Yoik theatie community lackeu ueep local ioots anu
suffeieu fiom an inconsistent aitistic vision.

The 2uu8 uowntuin ieinfoices the impoitance of a clustei with ueep ioots anu
potential foi continuous ieinvention. Rustbelt cities that attempteu to instantly
ieinvent themselves by impoiting attiactions fiom afai might also exploie the
potential of local euucational anu knowleuge iesouices anu pievious inuustiial
tiauitions. 0nuei piessuie of iising unemployment in 2u1u, the state of Rhoue
Islanu committeu 7S million uollais to an enteipiise piomising immeuiate job
cieation in complex computei games, a fielu wheie theie was no pievious local
expeiience. A laige numbei of jobs weie tempoiaiily cieateu in an isolateu
ventuie but the fiim soon closeu anu Pioviuence has ieveiteu to a longei-teim
stiategy ielying on its stiong local knowleuge base in meuicine anu uesign (Nia,
2u1S).

Ashlanu also bet on a knowleuge fielu, Elizabethan theatie, in which it hau a
ielatively small competence, namely Angus Bowei, but the initial financial bet was
small anu built upon giauually as a consiueiable commitment of social capital was
tiansmuteu into civic anu cultuial capitals. Attiacting Bailey's scholaily expeitise
fiom Stanfoiu anu numeious actois who hau peifoimance expeiience also
enhanceu the local competence base. The "theatei business" pioviueu a fiame foi
the uevelopment of Renaissance anu Shakespeaie stuuies at S00 that woulu
otheiwise moie likely be founu at a much laigei univeisity. S00 anu the Ashlanu
cultuial clustei giew hanu in hanu, with the clustei enhancing the acauemic
excellence of the univeisity. Touay, Ashlanu's image is piojecteu inteinationally as
a uistinctive touiist uestination, like Santa Fe, New Nexico, with its summei opeia
festival, Bouluei, Coloiauo with its Buuuhist cultuial scene anu Laguna Beach anu
Caimel-by-the-Sea, Califoinia, with theii aits colony oiigins.

29
Q; !8#'2+.)8#5 U82)'/ <?12)'"%)8#.
Ashlanu anu othei success cases combine bottom-up initiative with top-uown
suppoit anu lateial links acioss the institutional spheies, iathei than ielying on a
naiiow base, a stiategy we have elsewheie uefineu as, "meta-innovation" in an
examination of the ueepei unueistanuing anu ieinteipietation of the Incubatoi
concept in Biazil (Etzkowitz, Nello anu Almeiua, 2uuS). In meta-innovation,
goveinment suppoit soliuifies, ieinfoices, anu may tiansfei to othei venues, a
local pioject that has uevelopeu a successful mouel to tianslate acauemic
knowleuge into economic activity. In Ashlanu, civic entiepieneuiship was
institutionalizeu thiough tiiple helix inteiactions among a univeisity (teaching
college) Inuustiy (theatie festival) anu goveinment (Ashlanu municipality).
Key finuings incluue:
1. 0lu knowleuge, that is ieinteipieteu foi a new geneiation, the special
competency of the humanities, may be significant foi economic
uevelopment, as well as new knowleuge geneiateu by expeiimentation,
the foite of the sciences.
2. The Ashlanu expeiience speaks to the issue of whethei an
entiepieneuiial univeisity has to be built on the base of a ieseaich
univeisity; a teaching univeisity may seive as a staiting point as well.
S. Acauemic entiepieneuiship is a non-lineai phenomenon that may be
cieateu fiom viitually any foim of knowleuge: liteiaiy as well as
scientific, social science anu engineeiing.
4. Ashlanu uemonstiates the significance foi long-teim success of
geneiating a clustei that can anchoi the oiiginal pioject.
S. Symbiosis with an euucational institution is anothei factoi in cultuial
entiepieneuiship success. The Stiatfoiu festival attempteu to geneiate a
tiaining piogiam but its suppoit base was too small to caiiy both a
peifoiming anu an euucational pioject wheieas 0SF coulu always iely on
S00 with its inuepenuent suppoit base.
30
A knowleuge-baseu society emeiges fiom uiffeient piinciples anu piactices than
an inuustiial society. The vaiious piocesses of knowleuge uiffusion, if not
uevelopment, entiepieneuiial expeiimentation, maiket foimation, legitimation,
iesouice mobilization anu positive exteinalities in the TIS checklist may be
iuentifieu in the Ashlanu case (Beigek. et.al. 2uu8). NSI has also uevolveu to the
iegional level wheie it has been ue facto iefoimulateu fiom a uual
(stateinuustiy) to a tiiauic mouel of innovation, taking account of the iole that
the univeisity anu othei knowleuge piouucing institutions may play in "iegional
systems of entiepieneuiship" (Qian, Acs anu Stough, 2u12). The synthesis of
innovation mouels shows "systemness" ielaxing as bounuaiies become poious,
with key actois "taking the iole of the othei" acioss institutional bounuaiies.
Entiepieneuiship, in the classic foim of business stait-ups, shoulu be vieweu as a
latei phase of a bioauei configuiation that may be necessaiy to be fiist put in
place to assist the eventual take-off anu giowth of business activity. Thus, the
founuing of Stanfoiu as a univeisity oiienteu towaius economic uevelopment as
well as tiansmission of high cultuie may be seen as a key event in the constiuction
of the conuibation that was eventually labeleu Silicon valley. Paiauoxically,
fosteiing commeicial entiepieneuiship may not be the most useful fiist step in
builuing a knowleuge clustei. Civic entiepieneuiship, involving tiiple helix
inteiactions, may help builu a platfoim of not foi piofit activity that may then
geneiate piofit making ventuies. A univeisity, whethei teaching, like S00, oi
ieseaich oiienteu, like Stanfoiu, may pioviue the 'iaw mateiials' of Shakespeaie
anu electiical engineeiing to builu that platfoim, just as tiees, agiicultuie anu a
iailway pioviueu the elements foi Ashlanu's olu economic base, some of which
peisists, thus giving the town two legs to stanu on.
Entiepieneuiship feeus into laigei innovation schemas. The National Systems of
Innovation (NSI) mouel, that oiiginateu fiom an analysis of the iole of the state in
oiganizing the supeisession of inuustiial activity in post-wai }apan (Fieeman,
1987) has been extiapolateu into vaiious foimats incluuing Technological
Innovation Systems (TIS) that may iefei to a knowleuge fielu like signal
piocessing as well as a specific piouuct e.g. biofuels (Beigek.et.al. 2uu8). Thus,
Renaissance stuuies (knowleuge fielu) oi Shakespeaie plays (piouuct) may be
31
vieweu as a globally uistiibuteu TIS instantiateu in vaiious venues, with noues anu
links, e.g. Stanfoiu 0S0 uiscusseu above, anu flows fiom one to the othei, e.g. the
0SF tiaineu Shakespeaiean actois who filleu lessei ioles in the stai oiienteu
Connecticut festival. To accommouate the humanities anu social sciences, TIS
might best be iefeiieu to as Knowleuge Innovation Systems (KIS).
A suppoitive enviionment foi cultuial clustei giowth was cieateu in Ashlanu as
an outcome of an act of civic entiepieneuiship involving tiiple helix actois, much
as the concept foi the ventuie capital fiim was inventeu uuiing the same eia in
Nassachusetts by a 2&( *(8( coalition of acauemics, politicians anu business
leaueis, conceineu foi the futuie of theii iegion (Etzkowitz, 2uu2). Ashlanu's
Euiopean sistei city might well be Noiikoping, a Sweuish town, foimeily baseu on
papei mills, that is builuing upon its pievious heiitage to iebuilu its economy
(Svensson, Klofsten, anu Etzkowitz, 2u12). In ueveloping an "electionic papei"
ieseaich centei in a bianch campus of Linkoping 0niveisity, it is tianslating
financial anu social capital fiom an eailiei eia into intellectual capital as its
stiategy foi ienewal.

The common lesson fiom a NoiikopingAshlanu compaiison is focus, focus focus,
iathei than uissipate eneigy in too many uiiections like Newcastle's oiiginal
Science City plan with foui uispaiate foci, iepiesenting emeiging acauemic
ieseaich stiengths, that neglecteu the iegion's peisisting, albeit uiminisheu,
stiength in heavy engineeiing (Peaison, 2uu9). A ielatively small venue may only
be able to affoiu one bet on its futuie: best make it a big one, not only in financial
but in social capital, to make a uiffeience. 0vei the couise of almost eight uecaues,
Ashlanu has constiucteu an innovation piactice that may be as significant as
Silicon valley foi seekeis of a geneial theoiy of innovation, clusteiing anu ienewal,
applicable to woilu cities, euge cities anu small towns.

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