Migros plans conversion of cultural percentages – SonntagsZeitung

We talk about "big mistake", "horror", even "scandal" when, at the end of October, the closing of an artist's residence in the Vieux Romainmôtier is announced. Since 1994 Migros funded the "artist's residence Arc" – the name of the artists' retreat. It was closed at the end of December. Even Migros staff did not hesitate to do so: a book on artist residencies was published in November; it contains a chapter on Migros House at Romainmôtier – but not a word about the closure. The book was published by the Deputy Secretary General of the Federation of Migros Cooperatives (MGB).

Not only was the pace astounded, but after almost a quarter of a century, the Arc had to close. The announcement that the closure of the residence was part of a reorientation of cultural activities Migros, or more specifically: the Directorate of Culture and Social Affairs of the MGB, was also surprising . This "strategy review" was "launched" in the spring of 2017, as the MGB announced on request. This has never been mentioned in public before. And even now, Migros is hiding: it does not mean to which objectives its cultural funding is redirected. Except that we want to take into account the "changing general conditions of society", that we have to create a "space for new things" and that Migros wishes to play even more its role as "engine of the 39; future. " For this, "all cultural activities of the Directorate of Culture and Social Affairs MGB systematically questioned," says the text.

A unique feature of Migros is under study

The announcement makes noise, because with the "cultural activities", nothing less than one of the two unique characteristics of Migros tested. The first feature distinguishing the orange giant from other retailers such as Coop, Aldi or Lidl lies in its own brands, which Migros still manufactures for the most part. The second unique characteristic is the so-called cultural percentage: the company has invested a total of CHF 4.6 billion in charitable projects since Gottlieb Duttweiler listed the Migros cultural percentage in the statutes of his cooperative in 1957. Nothing that in 2017, 122.4 million Swiss francs were spent on candidates, activities and institutions in a wide range of fields – from education to leisure to business. Particular emphasis has always been placed on classical cultural branches, namely theater, dance, music, literature, pop culture and art. To this end, Migros – through its ten cooperatives and the MGB – recently spent almost thirty million francs, making Percent of Culture one of the most renowned private cultural sponsors, if not the more important in Switzerland.

"Stop, but how?" – Podium with participation of Migros

More and more signs indicate that Migros' cultural promotion is undergoing a transformation: it has recently been revealed that a senior member of the MGB Culture and Social Protection Department was leaving the country. business after almost 20 years – "because of reorganization". as we call it now. At the end of June, another employee will be retired sooner. For twenty years, he headed the Pop and New Media Department at the Directorate of Culture and Social Affairs. Migros will be leaving very soon two heads of department in six in the field of culture. Hedy Graber, Head of Cultural Percentage, will take part in a podium in March. Title of the discussion: "Stop, but how?"

A closure, a reorganization, a podium to stop: On the cultural scene, you are worried. Notably because Migros launched "Fast Forward" in January 2018, a reorganization project aimed at increasing the profits of the company. In doing so, jobs have also been reduced. A link between "fast forward" and the reorganization of cultural activities does not exist, says Migros. The percentage of culture depends on sales – not profit, which should be increased with "Fast Forward". Since the turnover is constant, the reorganization of the cultural space of the MGB is not an exercise in economics, but simply a realignment, says Migros.

But Migros does not hide the fact that the MGB's cultural and social affairs department is facing a major change: on 1 January 2019, the cultural sector was "transformed from a sectoral organization into a project organization" in order to "focus more on your own projects". to be able to sit down. "Overall, greater flexibility is sought in order to respond to new developments in culture" and to cope with "changing social conditions," the document says. In addition, "synergies" between the fields of culture and social affairs as well as the promotion fund "Migros Commitment" created in 2012 could be used. This feeds ten percent of the dividends of Migros Group companies, including Denner, Migrol, Migros Bank and Migrolino.

Should be held safely: the pop festival M4music.

For connoisseurs of cultural percentages, the complete revision is certainly considered something useful: over the years, more modest contributions would have accumulated, which are found in various projects of third parties. Controlling the spending of these funds and investing them in new projects in bundled form could have positive effects, creating a space for new things, as Migros explains. On the cultural scene, however, the conversion of funds also fuels the fear that Migros will increasingly use its pooled cultural funds for a return on investment. This would be a striking break: although several cultural projects already making reference to the Migros brand, such as the pop festival m4music.

However, on the cultural scene, Migros enjoys such credibility as a sponsor because it supports many projects that mainly benefit the younger generation or are in the niche. With these projects, which can clearly be understood as a promotion of culture – and not as a sponsorship in the sense of return on investment – Migros has become an important player in the field of culture grants, a partner of financial backers. 39; State. Finally, the new generation and niche projects seemed to realize what Migros' founder, Gottlieb Duttweiler, had demanded in his 15 theses, his title: "The general interest must be placed above the". interest of the Migros cooperative ".

"With declining margins, this investment will be higher"

Will the promotion of cultural activities become a sponsorship tool? No, says Migros. The cultural percentage is "not a marketing tool, but we remain an independent business goal". In addition, "as many people as possible should benefit from the social commitment of cultural percentages". In the future also, we will rely on a "mix of broad impact and innovation". But although there should be no link between efforts to increase profits and the reorientation of cultural activities, the cultural percentage is undoubtedly perceived as an economic factor: "With declining margins, this investment is that much higher, "said Sarah Kreienbühl, member of the executive board of the MGB. when she interviewed the Migros internal magazine in mid-November on the percentage of culture. The SonntagsZeitung also has an e-mail sent by a person employed by Migros: according to her, Kreienbühl put a lot of pressure on the "realignment of the cultural percentage" so that "the Migros brand is finally more dependent on funds for culture, the good -being social and employment "media advantage" must.

However, Migros' communication also suggests a realignment in the sense of an increase in the return on investment period: the announcement of the reorganization of cultural activities has identified four projects that will certainly continue. They are all closely linked to the Migros brand. In addition to the "m4music" pop festival, you will find the Migros-Kulturprozent-Classics Concert Series, the Dance Festival Steps and the Migros Museum of Contemporary Art in Zurich.

The percentage of culture should pay better

Migros refers to a later date to inquire about the continuation of other projects. For example, which talent competitions has Migros supported young artists in a wide variety of artistic genres since 1969 – whether it be chamber music, theater or dance? "This is currently under study," writes Migros. They will communicate once the appropriate internal project requests have been carefully evaluated and decided. But the percentage of Migros culture will be "too much
In the future, fully promote young artists in Switzerland, "he says. Similar responses are also given to other niche projects and young talent.

However, more and more indications indicate that the percentage of culture Migros should count more: on January 1, 2019, a new position was created for "the operational management of culture" – without this being communicated . The position was created "in the context of the new strategic direction," says Migros. She is occupied by Kerstin Klauser, who studied business administration and who has been involved with the development of the company at Migros in recent years.

A taboo break?

What experiences in the field of culture does Kerstin Klauser have to show? Migros avoids: "In addition to the expertise in the field of culture, we also need a specialist with a background in business." The question of why the cultural department of the Directorate of Culture and Social Affairs of the MGB has so far no economic professional, leaves open Migros.

Klauser is part of the four-person management of this department, which is responsible for the areas of social affairs, culture, institutions and the Migros Commitment Fund. According to Migros, Klauser is subordinated to Hedy Graber as an "operational management culture" which, since 2004, heads the MGB's Directorate of Culture and Social Affairs. In March, Graber will not only be heard on the podium at the Winterthur conference with the title "Stop, but how?". She will also present the words of the end of the conference to her colleagues from the Department of Culture Promotion, regarding the following question: "A break – (k) a taboo break for funding culture?"

(Sunday newspaper)

Created: 17.02.2019, 10:24 am