The concept of the night-time economy is still relatively new and insufficiently researched, especially in Croatia. The Institute for Development and International Relations (IRMO) has published an article named “Zagreb Night-Time Economy: Hit or Myth“ analyzing the night-time economy in the capital. The article emphasizes the need to develop an action plan for its growth, and the need for better cooperation between the representatives of the City of Zagreb and the actors of the night-time economy, questioning the necessity of having a night mayor.
As stated in the article, night-time economy encompasses all business, including educational, cultural, and entertainment activities taking place between 6:00 PM and 6:00 AM that have significant potential for attracting tourists through music programs. However, the article also presents a range of challenges that the rise of nightlife can bring to the city and solutions by showcasing examples of managing the night-time economy in some European metropolises.
Guidelines and City Authorities
While analyzing the night-time economy, the article highlights Zagreb’s recognition as a concert destination but also points out certain negative aspects, “such as a general lack of knowledge about the night-time economy concept, traffic congestion, noise, and increased amounts of waste that the local population faces during the performance of music programs“. Therefore, the authors state that this research provides guidelines for developing a management system for the night-time economy in Zagreb, citing models used by other cities, such as local action groups and the introduction of a night-time mayor system. They propose the creation of an action plan as one of the first steps and emphasize the importance of cooperation with the city administration.
Five concert venue managers interviewed for the study expressed interest in strengthening their collaboration with the City of Zagreb. However, only two of them had previously cooperated with city authorities, with one of them managing a venue owned by the city.
The Role of a Night Mayor
The role of a Night Mayor or Night Czar, as it is called in London, is a rather interesting measure that has been introduced in more than 80 cities worldwide. A Night Mayor can be appointed through an agreement among stakeholders in the night-time economy, by city authorities, or through a public competition.
Amsterdam was one of the first cities to introduce this function, and its current Night Mayor, Freek Wallagh, attended the Rejvitalizacija conference in Zagreb last year, which focused on the night-time economy. He spoke about the specifics of his profession and how he influences the development of the night-time economy in his city. Other major cities have implemented similar roles and programs, such as club commissions, Night Czars, night-time advisors, and different organizations. They all serve similar purposes – protecting nightlife by safeguarding venues, improving infrastructure and safety, promoting night-time activities, and connecting nightclubs, city administration, and local communities to foster the development of the night-time economy.
The Future of Zagreb’s Night-Time Economy
As a result of centralization, Zagreb is home to 98% of Croatia’s cultural and creative industries, as stated in the article. Although the Croatian coast remains a more popular tourist destination, Zagreb has recorded a steady increase in tourist arrivals and overnight stays each year. Aside from tourists’ interest, the local audience is still interested in clubbing and nightlife, even though it seems that younger generations are going out less. A study conducted by Andrijana Mušura for “Rejvitalizacija,” which included 264 respondents, found that 40% of them were between the ages of 18 and 30, and 65% stated that their favorite activity for spending their free time was going out to nightclubs.
Referring back to the article, it is emphasized that Zagreb needs stronger promotion of its concert scene, as well as other cultural and entertainment events, both in the capital and throughout Croatia. The authors mention that previous research has shown that the primary motivation for young tourists visiting Zagreb is its nightlife, events, and cultural offerings. However, they also highlight the need for better information dissemination and increased visibility regarding concert schedules and other events.
With a well-structured approach, stronger institutional support, and potential initiatives like appointing a Night Mayor, Zagreb has an opportunity to position itself as a dynamic hub for nightlife and cultural experiences. By fostering collaboration between stakeholders and enhancing visibility, the city can create a thriving and sustainable night-time economy that benefits both residents and visitors alike.
Barbara Martinovic
