{"id":9716,"date":"2022-11-07T15:10:32","date_gmt":"2022-11-07T14:10:32","guid":{"rendered":"https:\/\/www.stadtmanufaktur.com\/projekte\/karlsruhe-events-for-a-strong-city-brand\/"},"modified":"2025-06-09T11:07:06","modified_gmt":"2025-06-09T09:07:06","slug":"karlsruhe-events-for-a-strong-city-brand","status":"publish","type":"avada_portfolio","link":"https:\/\/www.stadtmanufaktur.com\/en\/projects\/karlsruhe-events-for-a-strong-city-brand\/","title":{"rendered":"Karlsruhe: Events for a strong city brand"},"content":{"rendered":"<div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-1 fusion-flex-container nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-flex-wrap:wrap;\" ><div class=\"fusion-builder-row fusion-row fusion-flex-align-items-flex-start fusion-flex-content-wrap\" style=\"max-width:1310.4px;margin-left: calc(-4% \/ 2 );margin-right: calc(-4% \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-0 fusion_builder_column_1_1 1_1 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:100%;--awb-margin-top-large:15px;--awb-spacing-right-large:1.92%;--awb-margin-bottom-large:15px;--awb-spacing-left-large:1.92%;--awb-width-medium:100%;--awb-order-medium:0;--awb-spacing-right-medium:1.92%;--awb-spacing-left-medium:1.92%;--awb-width-small:100%;--awb-order-small:0;--awb-spacing-right-small:1.92%;--awb-spacing-left-small:1.92%;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-separator fusion-full-width-sep\" style=\"align-self: center;margin-left: auto;margin-right: auto;margin-top:40px;width:100%;\"><\/div><\/div><\/div><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-1 fusion_builder_column_2_3 2_3 fusion-flex-column\" style=\"--awb-bg-blend:overlay;--awb-bg-size:cover;--awb-width-large:66.666666666667%;--awb-margin-top-large:0px;--awb-spacing-right-large:3.84%;--awb-margin-bottom-large:0px;--awb-spacing-left-large:2.88%;--awb-width-medium:100%;--awb-spacing-right-medium:1.92%;--awb-spacing-left-medium:1.92%;--awb-width-small:100%;--awb-spacing-right-small:1.92%;--awb-spacing-left-small:1.92%;\"><div class=\"fusion-column-wrapper fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-title title fusion-title-1 fusion-sep-none fusion-title-text fusion-title-size-three\" style=\"--awb-text-color:#bf884e;--awb-margin-bottom:10px;--awb-margin-top-small:0px;--awb-margin-right-small:0px;--awb-margin-bottom-small:20px;--awb-margin-left-small:0px;\"><h3 class=\"fusion-title-heading title-heading-left fusion-responsive-typography-calculated\" style=\"font-family:&quot;Lora&quot;;font-style:normal;font-weight:700;margin:0;--fontSize:30;line-height:1.3;\">Client: KME Karlsruhe Marketing and Event GmbH<\/h3><\/div><div class=\"fusion-title title fusion-title-2 fusion-sep-none fusion-title-text fusion-title-size-five\" style=\"--awb-margin-bottom:50px;--awb-margin-top-small:0px;--awb-margin-right-small:0px;--awb-margin-bottom-small:20px;--awb-margin-left-small:0px;\"><h5 class=\"fusion-title-heading title-heading-left fusion-responsive-typography-calculated\" style=\"font-family:&quot;Lora&quot;;font-style:italic;font-weight:500;margin:0;--fontSize:21;--minFontSize:21;line-height:1.5;\">Project period: April 2022 &#8211; November 2022<\/h5><\/div><div class=\"fusion-separator fusion-has-icon\" style=\"align-self: flex-start;margin-right:auto;margin-top:0px;margin-bottom:20px;width:100%;max-width:400px;\"><div class=\"fusion-separator-border sep-single sep-solid\" style=\"--awb-height:20px;--awb-amount:20px;border-color:#dcbaa1;border-top-width:1px;\"><\/div><span class=\"icon-wrapper\" style=\"border-color:transparent;font-size:18px;width: 1.75em; height: 1.75em;border-width:1px;padding:1px;margin-top:-0.5px\"><i class=\"fa-angle-down fas\" style=\"font-size: inherit;color:#dcbaa1;\" aria-hidden=\"true\"><\/i><\/span><div class=\"fusion-separator-border sep-single sep-solid\" style=\"--awb-height:20px;--awb-amount:20px;border-color:#dcbaa1;border-top-width:1px;\"><\/div><\/div><div class=\"fusion-title title fusion-title-3 fusion-sep-none fusion-title-text fusion-title-size-two\" style=\"--awb-margin-top-small:0px;--awb-margin-right-small:0px;--awb-margin-bottom-small:20px;--awb-margin-left-small:0px;\"><h2 class=\"fusion-title-heading title-heading-left fusion-responsive-typography-calculated\" style=\"margin:0;--fontSize:40;line-height:1.3;\">The project in brief<\/h2><\/div><div class=\"fusion-text fusion-text-1 fusion-text-no-margin\" style=\"--awb-margin-bottom:60px;\"><p>Which events suit a city? Which events are missing? And which ones actually harm a city and city brand? On behalf of <a href=\"https:\/\/karlsruhe-event.de\" target=\"_blank\" rel=\"noopener\">KME Karlsruhe Marketing und Event GmbH<\/a>, we analyzed these questions for Karlsruhe (approx. 306,000 inhabitants). The result of our strategic consulting, together with Christoph Thoma from <a href=\"https:\/\/www.culturelab.at\/\" target=\"_blank\" rel=\"noopener\">Culturelab<\/a>:    <\/p>\n<ul>\n<li>a catalog of event criteria along the brand core and brand environment,<\/li>\n<li>an analysis of the urban spaces and<\/li>\n<li>an action plan including format ideas for Karlsruhe. <\/li>\n<\/ul>\n<\/div><div class=\"fusion-title title fusion-title-4 fusion-sep-none fusion-title-text fusion-title-size-two\" style=\"--awb-margin-top-small:0px;--awb-margin-right-small:0px;--awb-margin-bottom-small:20px;--awb-margin-left-small:0px;\"><h2 class=\"fusion-title-heading title-heading-left fusion-responsive-typography-calculated\" style=\"margin:0;--fontSize:40;line-height:1.3;\"><span lang=\"DE-AT\">&#8220;City as a stage<\/span><span lang=\"DE-AT\">&#8220;<\/span><span lang=\"DE-AT\">A choreography for Karlsruhe<\/span><\/h2><\/div><div class=\"fusion-text fusion-text-2\"><p>Competition between cities can be tough &#8211; and the coronavirus pandemic has made it even tougher and more complex. In order to survive in this competition, a clear profile is needed that builds on a city&#8217;s DNA and focuses on its strengths. <\/p>\n<p>Events make a relevant contribution to the unique and unmistakable positioning of a city. They bring public spaces and urban reference points to life, generate positive emotions and activate identification processes. But how do you make the step from the city as a passive &#8220;backdrop&#8221; to the strategic staging of a city as a stage for the entire urban society?  <\/p>\n<p>Our approachWith a <a href=\"https:\/\/www.stadtmanufaktur.com\/en\/strategic-consulting\/place-branding\/event-strategy\/\">holistic event strategy<\/a> &#8211; a kind of choreography that plays out urban spaces according to different formats and needs, and at the same time connects them with the overall staging of a city. This is a significant contribution to positioning a city as an attractive place to live, work and experience. <\/p>\n<p><strong>Karlsruhe has generated new spaces in the city center. The basis for this: an extensive brand process and comprehensive urban development. Our task was to analyze and classify existing places and events &#8211; and to develop event and space concepts that do justice to the city&#8217;s DNA.  <\/strong><\/p>\n<\/div><div class=\"fusion-title title fusion-title-5 fusion-sep-none fusion-title-text fusion-title-size-three\" style=\"--awb-margin-bottom:10px;--awb-margin-top-small:0px;--awb-margin-right-small:0px;--awb-margin-bottom-small:20px;--awb-margin-left-small:0px;\"><h3 class=\"fusion-title-heading title-heading-left fusion-responsive-typography-calculated\" style=\"margin:0;--fontSize:30;line-height:1.3;\">3 phases to a new event strategy<\/h3><\/div><div class=\"fusion-title title fusion-title-6 fusion-sep-none fusion-title-text fusion-title-size-four\" style=\"--awb-margin-bottom:10px;--awb-margin-top-small:0px;--awb-margin-right-small:0px;--awb-margin-bottom-small:20px;--awb-margin-left-small:0px;\"><h4 class=\"fusion-title-heading title-heading-left fusion-responsive-typography-calculated\" style=\"margin:0;--fontSize:24;--minFontSize:24;line-height:1.5;\">1. status quo and preparation<\/h4><\/div><div class=\"fusion-text fusion-text-3\"><ul>\n<li>Analysis of existing studies, concepts and plans.<\/li>\n<li>Clustering of squares and urban spaces.<\/li>\n<\/ul>\n<\/div><div class=\"fusion-title title fusion-title-7 fusion-sep-none fusion-title-text fusion-title-size-four\" style=\"--awb-margin-bottom:10px;--awb-margin-top-small:0px;--awb-margin-right-small:0px;--awb-margin-bottom-small:20px;--awb-margin-left-small:0px;\"><h4 class=\"fusion-title-heading title-heading-left fusion-responsive-typography-calculated\" style=\"margin:0;--fontSize:24;--minFontSize:24;line-height:1.5;\">2. develop event criteria and action concept<\/h4><\/div><div class=\"fusion-text fusion-text-4\"><ul>\n<li>Discussion of the current status quo, the data situation and local perceptions.<\/li>\n<li>Analysis of the city&#8217;s most important stakeholders and players.<\/li>\n<li>Development of event criteria and an action plan:\n<ul>\n<li>What does the city brand \/ city identity mean for the city&#8217;s event strategy?<\/li>\n<li>Which existing events suit the city? Which are unique \/ positively boost the perception of the city? <\/li>\n<li>Further development: How can existing events be better aligned with the city&#8217;s brand content?<\/li>\n<li>New development: Which new formats strengthen the city&#8217;s positioning?<\/li>\n<li>Location: Are there alternative places to hold the event?<\/li>\n<li>Termination: Which events do not strengthen the brand or even weaken it? What should we say goodbye to? <\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<\/div><div class=\"fusion-title title fusion-title-8 fusion-sep-none fusion-title-text fusion-title-size-four\" style=\"--awb-margin-top-small:0px;--awb-margin-right-small:0px;--awb-margin-bottom-small:20px;--awb-margin-left-small:0px;\"><h4 class=\"fusion-title-heading title-heading-left fusion-responsive-typography-calculated\" style=\"margin:0;--fontSize:24;--minFontSize:24;line-height:1.5;\">3. implement event strategy<\/h4><\/div><div class=\"fusion-text fusion-text-5\"><p>In addition to the event criteria and the action plan, we developed recommendations for the organizational structure &#8211; for the sustainable implementation of <span lang=\"DE-AT\">&#8220;City as Stage<\/span><span lang=\"DE-AT\">&#8220;.<\/span><\/p>\n<p>From now on, the KWE can use the jointly developed event criteria for Karlsruhe and build a sustainable event structure in the city that strengthens the city brand.<\/p>\n<\/div><\/div><\/div><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-2 fusion_builder_column_1_3 1_3 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:33.333333333333%;--awb-margin-top-large:15px;--awb-spacing-right-large:5.76%;--awb-margin-bottom-large:15px;--awb-spacing-left-large:3.84%;--awb-width-medium:100%;--awb-order-medium:0;--awb-spacing-right-medium:1.92%;--awb-spacing-left-medium:1.92%;--awb-width-small:100%;--awb-order-small:0;--awb-spacing-right-small:1.92%;--awb-spacing-left-small:1.92%;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-image-element \" style=\"--awb-caption-title-font-family:var(--h2_typography-font-family);--awb-caption-title-font-weight:var(--h2_typography-font-weight);--awb-caption-title-font-style:var(--h2_typography-font-style);--awb-caption-title-size:var(--h2_typography-font-size);--awb-caption-title-transform:var(--h2_typography-text-transform);--awb-caption-title-line-height:var(--h2_typography-line-height);--awb-caption-title-letter-spacing:var(--h2_typography-letter-spacing);\"><span class=\" fusion-imageframe imageframe-none imageframe-1 hover-type-none\"><img decoding=\"async\" width=\"900\" height=\"600\" alt=\"Martin Wacker from KME Karlsruhe Marketing and Event GmbH\" title=\"Stadtmanufaktur-Projects-Karslruhe-Martin-Wacker\" src=\"https:\/\/www.stadtmanufaktur.com\/wp-content\/uploads\/2022\/11\/Stadtmanufaktur-Projekte-Karslruhe-Martin-Wacker.jpeg\" data-orig-src=\"https:\/\/www.stadtmanufaktur.com\/wp-content\/uploads\/2022\/11\/Stadtmanufaktur-Projekte-Karslruhe-Martin-Wacker.jpeg\" class=\"lazyload img-responsive wp-image-7251\" srcset=\"data:image\/svg+xml,%3Csvg%20xmlns%3D%27http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%27%20width%3D%27900%27%20height%3D%27600%27%20viewBox%3D%270%200%20900%20600%27%3E%3Crect%20width%3D%27900%27%20height%3D%27600%27%20fill-opacity%3D%220%22%2F%3E%3C%2Fsvg%3E\" data-srcset=\"https:\/\/www.stadtmanufaktur.com\/wp-content\/uploads\/2022\/11\/Stadtmanufaktur-Projekte-Karslruhe-Martin-Wacker-200x133.jpeg 200w, https:\/\/www.stadtmanufaktur.com\/wp-content\/uploads\/2022\/11\/Stadtmanufaktur-Projekte-Karslruhe-Martin-Wacker-400x267.jpeg 400w, https:\/\/www.stadtmanufaktur.com\/wp-content\/uploads\/2022\/11\/Stadtmanufaktur-Projekte-Karslruhe-Martin-Wacker-600x400.jpeg 600w, https:\/\/www.stadtmanufaktur.com\/wp-content\/uploads\/2022\/11\/Stadtmanufaktur-Projekte-Karslruhe-Martin-Wacker-800x533.jpeg 800w, https:\/\/www.stadtmanufaktur.com\/wp-content\/uploads\/2022\/11\/Stadtmanufaktur-Projekte-Karslruhe-Martin-Wacker.jpeg 900w\" data-sizes=\"auto\" data-orig-sizes=\"(max-width: 1150px) 100vw, (max-width: 970px) 100vw, 400px\" \/><\/span><\/div><div class=\"fusion-testimonials classic awb-speech-bubble-show fusion-testimonials-1\" style=\"--awb-textcolor:var(--awb-color7);--awb-backgroundcolor:var(--awb-color2);--awb-testimonial-border-style:solid;--awb-testimonial-border-color:var(--awb-color3);--awb-navigation-size:12px;--awb-border-top-left-radius:0px;--awb-border-top-right-radius:0px;--awb-border-bottom-left-radius:0px;--awb-border-bottom-right-radius:0px;--testimonial-border-width-top:0px;--testimonial-border-width-right:0px;--testimonial-border-width-bottom:0px;--testimonial-border-width-left:0px;\" data-random=\"0\" data-speed=\"4000\"><div class=\"reviews\"><div class=\"review active-testimonial alignment-left no-avatar\"><blockquote><div class=\"awb-quote\"><div class=\"awb-quote-content\">\n<p>The development of our city center away from a pure &#8220;trading place&#8221; to an experience space remains the greatest challenge of our time. Stadtmanufaktur is accompanying us on this journey with the concept &#8220;The city as a stage&#8221;, in which our city&#8217;s squares are analyzed and new forms of entertainment are explored. <\/p>\n<p>The wealth of experience of Thorsten Kausch and his colleagues is a key to successful collaboration. In addition, as a member of the CEO Circle, I always keep abreast of developments in city, urban and event marketing. Karlsruhe wants to play in the Bundesliga with its city center &#8211; that requires coaching and networks at exactly this level.<\/p>\n<\/div><\/div><span class=\"awb-triangle\"><\/span><\/blockquote><div class=\"author\"><span class=\"company-name\"><strong>Prof. Martin Wacker, KME Karlsruhe Marketing and Event GmbH<\/strong><\/span><\/div><\/div><\/div><\/div><div class=\"fusion-separator fusion-full-width-sep\" style=\"align-self: center;margin-left: auto;margin-right: auto;margin-top:60px;width:100%;\"><\/div><\/div><\/div><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-3 fusion_builder_column_1_1 1_1 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:100%;--awb-margin-top-large:15px;--awb-spacing-right-large:1.92%;--awb-margin-bottom-large:15px;--awb-spacing-left-large:1.92%;--awb-width-medium:100%;--awb-order-medium:0;--awb-spacing-right-medium:1.92%;--awb-spacing-left-medium:1.92%;--awb-width-small:100%;--awb-order-small:0;--awb-spacing-right-small:1.92%;--awb-spacing-left-small:1.92%;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-separator fusion-full-width-sep\" style=\"align-self: center;margin-left: auto;margin-right: auto;margin-top:40px;width:100%;\"><\/div><\/div><\/div><\/div><\/div>\n","protected":false},"excerpt":{"rendered":"<p>Which events suit a city? Which ones damage the city brand? &#8211; We develop event criteria, new format ideas and an action plan for Karlsruhe. Always in view: What fits the brand essence? How does &#8220;city as stage&#8221; work?    <\/p>\n","protected":false},"author":6,"featured_media":7183,"menu_order":10,"comment_status":"open","ping_status":"closed","template":"","format":"standard","meta":{"footnotes":""},"portfolio_category":[85,84],"portfolio_skills":[],"portfolio_tags":[],"class_list":["post-9716","avada_portfolio","type-avada_portfolio","status-publish","format-standard","has-post-thumbnail","hentry","portfolio_category-event-strategy","portfolio_category-place-branding"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Karlsruhe: Events for a strong city brand<\/title>\n<meta name=\"description\" content=\"Which events suit a city? 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