Let us show our cards and frankly answer these questions, without taking on the promotional and advertising notes.  We need to go back in time – to the end of 2006. Poland knew very little then about the European Commission initiative called “The Cultural Capital of Europe”. What we could read in the papers or hear from various people was full of simplifications, stereotypes and misinformation.

Two Polish cities – Łódźand Toruń  – declared they would fight for the title of the Cultural Capital of Europe which, according to the schedule approved by the European Parliament in October, 2006, Polish cities are entitled to in 2016. Other big towns, namely Warsaw, Szczecin, Lublin, Poznań , and Gdań sk, decided to join the competition shortly afterwards – but with somewhat of less passion and eagerness.

Should such a decision, taken by Łódźrepresentatives 10 years before the planned date of ECOC celebrations, be treated in terms of a naive dream, wishful thinking or maybe as an empty declaration? Or were they trying to create a long-term city development plan, laying foundations for hard work aimed at creating a new identity for £ód¼, and to approach the sector of culture and tourism in a strategic and systematic manner? What if they simply believed in the future of our city? Natural born pessimists along with all the other people who, for various political or personal reasons, do not believe in the project will definitely give a "yes" answer to the first question. Fortunately most of us have a more optimistic approach, and thanks to the last two years of preparations and an initial signal campaign it was possible to convince a lot of optimists and enthusiasts of the project. Trying to make Łódźa Cultural Capital of Europe in 2016, a lot of people realized that apart from fighting for a better economic situation there is one more important objective - the creation of a new function for the city and a new definition of its identity. We are no longer a working-class town, as we used to be. We want to be perceived as a metropolis with strong culture, well developed tourism, a lot of attractions and famous universities. Obviously, it is a very long process that needs to be planned well and consistently executed for the next several years.

Even though the target ECOC promotion campaign and the submission of our application will take place only in 2009, an opinion poll conducted in March, 2008 showed that 61% of Łódźcitizens believe our city will win the title. It is a very optimistic beginning. What should we do so that the percentage of enthusiasts increases? That is another part of the project. We must take a careful look at actions planned for the period between 2009 and 2011, when the whole decision process will take place. In one year, the Ministry of Culture will announce the invitation for participants to submit their applications, and the first stage of the competition will be determined in two years’ time. We do not have too much time.

The key to success includes three major elements: creativity and a good artistic program, appropriate lobbying among European and local experts and opinion leaders, and a social support along with the involvement of Łódźcitizens. These should be our priorities, constituting a point our activities should be focused on in the coming years. Of course, the promotional and advertising campaign is equally important provided that it will support and stimulate the three abovementioned areas. Public relations and advertising activities without a proper artistic vision, well-conducted lobbying and the local support from the citizens of Łódźwill be tantamount to advertising a semi-finished product or a washing powder which cannot be used for the laundry.

What are our major trumps?

First of all, we are the only Polish city where the project came into being on the initiative of culture animators. We have implemented a bottom-up project, i.e. the initiative groups invited town and regional authorities to the project, not the other way round. In other cities the ECOC candidacy project was created by municipal councils which chose the organizers of subsequent activities. Bottom-up actions and the project being independent of political authorities are the elements assessed extremely positively by the European Commission and the Selection Commission panelists who will take their final decision in 2011.

Secondly, the ŁódźECOC project is not one of several other international projects executed at the same time – the way it is done in Warsaw, Gdań sk or Poznań . Both Łódźand Toruń  treat the project in terms of an absolute priority, seeing it as an opportunity for long-term town development. To put it short, regardless of whether Łódźwill win the title or not, the project will still be continued, and Łódźwill become a real European city of culture.

Thirdly, we have engaged in the project some key experts and advisors experienced in work for other European cities which won the ECOC title in the past. Obviously, since the competitors are not sleeping, we cannot reveal all the details yet.

Fourthly, Łódźis simply unique and only of its kind! A special artistic program referring to the cultural heritage of £ód¼, which will be created specifically for 2016, will give the whole ECOC project the final touch.

What are the threats and possible obstacles on the way to win the title?

First of all, as I have mentioned before, we should stay clear of any „empty promotions” -  devoid of well-prepared content programs, local engagement and insufficient lobbying. It is the biggest trap we have to pay attention to.

Secondly, we must be able to provide a balance between “soft” and “hard” investments. It is not enough to have just the infrastructure. Our museums and galleries need to be filled with works of art and we must organize high level artistic programs. Therefore, special care must be taken in regard to maintaining the right proportions between funds for key cultural activities and funds aimed at the improvement of the city cultural infrastructure.

Thirdly, there is nothing more damaging to the ECOC project than internal conflicts. We must make sure that local institutions and offices are not set at variance with one another. The European Commission puts a lot of emphasis on cooperation and frequent consultations between interested parties.

Fourthly, if the project becomes too political, the pressure from representatives of various parties and lobbying groups may put the whole initiative at great risk. All documents describing „European Capital of Culture” issues stress the importance of the fact that the project coordinators should be totally independent.

Fortunately, we do not have much to worry about. So far Łódźhas been perceived as one of the indisputable leaders in its attempts to win the European Capital of Culture title.  Experts and numerous media publications keep presenting Łódźas an example which should be followed. So, let us try to maintain the leader’s yellow jersey. Let us never forget that apart from knowledge, skills, hard work, and financial funds put into the project execution, we also need energy, aspirations, dreams and loads of love for our marvelous city.