Form Submission: IFCD Expert Evaluation form

Submitted by C_VILLASENOR on 16 Aug 2018

Brief summary of the project:

The project aims develop a methodology and prepare 300 entrepreneurs through a practical/theoretical program based on the experience of the “Trazos Libres” project of the Cuban artist Santiago Hermes. The project proposes that the beneficiaries will learn and reinforce skills to produce goods and services based on the new business models of the creative industry. The project will be implemented in three specific blocks of “La Gloria”, a neighborhood located in the Cienfuegos municipality. The project proposes that of the 300 beneficiaries, 70% will be young people and a 68% of women participants. The project will count with the partnership of institutions and organizations from Cuba, and universities from Mexico and the United States.

1. RELEVANCE AND APPROPRIATENESS OF THE PROJECT TO THE OBJECTIVES AND AREAS OF INTERVENTION OF THE IFCD

1.1 Please describe how the project objectives and proposed impact/long-term benefits are aligned with at least one of the IFCD’s outcomes and associated expected results.:

ER 3.1 innovation and new business models applied to creation, production, distribution, and access to diverse cultural goods and services. After more than 50 years of applying a very specific economic development model, Cuba begins to open itself to explore other forms of economic resources production, in favor of the individuals and their communities. In this context the Municipality of Cienfuegos, based on the experience of the local artist Santiago Hermes, seeks to develop a methodology that would be building the first foundations of a long process that can lead people of "La Gloria" to produce creative goods and services, which could result in new business models and improve their wellbeing. It is very important to underline that Municipality of Cienfuegos has obtained from the Cuba´s government the benefit consisting in that of the total income generated by the sale of products and services resulting from the project, 65% will be paid back to the project itself, to be reinvested into in the producers and in the community. ER 3.2. Critical capacity development needs relating to creation, production and distribution are assessed and addressed at appropriate levels: The project aims to identify critical capacity gaps by a systematic integral diagnosis, all of which will be presented to the Municipal Culture Institution. At the same time, during the implementation process, facilitators will walk along with the beneficiaries in a collective construction that favors the knowledge transference. ER 3.3. Participation in creation, production and distribution of cultural goods and services is widened to previously excluded regions and social groups: The beneficiaries will participate in the community cleaning actions and aesthetic transformation of the “La Gloria” neighborhood, and in the production of diverse cultural goods as: artistic presentations, craft work, jewelry, murals, benches, etc. Furtherly, neighbors of “La Gloria” will be encouraged to develop new creative entrepreneurships in collaboration with other regional cultural organizations.

1.2 How do the objectives of this project proposal meet the current needs and priorities of the country/ region in terms of cultural policies and/or cultural industries?:

The Project´s Application Form does not clearly specify the complementarity of the project with other regional or national policies or programs, instead it explains the role that some partners will be developing into the projects implementation. Nevertheless, the National Commission Review Form states that the project will continue developing and fostering creative industries in the territories and provinces of the country, contributing to communities away from the capital can begin to develop their industries cultures and access a greater variety of cultural products and services. Also, the government of Cuba is interested in the development of creative industries as part of the implementation of a new economic model.

1.3 To what extent are the project’s objectives specific and measurable?:

The project objective number one is specific and measurable, objectives two and three are too general and can’t be easily measured.

1.4 To what extent does the project contribute to the promotion of gender equality, the empowerment of youth, South-South and North-South-South cooperation and/or the participation of various groups in the areas of intervention of the IFCD?:

The project can contribute to widen the participation of various vulnerable groups of “La Gloria” neighborhood in the production and distribution of cultural goods produced by the community, which may be the base to create new cultural industries in the future. The project will be an opportunity for young people and women to generate income through the production and distribution of cultural goods.

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2. FEASIBILITY OF THE PROJECT, AS WELL AS THE RELEVANCE AND EFFECTIVENESS OF ITS MODALITIES OF EXECUTION

2.1 What elements demonstrate the applicant’s organizational capacity (main activities of the institution/organization) and competence (skills and background of staff) to implement the work plan and manage the budget?:

The Cienfuegos Municipality has experience into community culture and art interventions. The project is inspired into the work of the visual artist Santiago Hermes who since 2009 has been working into how visual arts favorably influence community life. The project will count with the collaboration of artists with a solid background. The applicant does not demonstrate that the staff or the instructors have solid competences into the specific business skills that are required to prepare 300 people as creative industries entrepreneurs.

2.2 To what extent do the activities address relevant issues? Please explain how the methodology is appropriate to achieving the objectives?:

Each of the activities included in the corresponding section is oriented towards the construction of the "Trazos Libres" methodology. It is noteworthy that the activities integrate a broad participation of the community in the construction of knowledge. However, although they give some examples, the applicant is not very clear in its description on the specific issues that will be dealt with in each of the stages, especially those themes that have to do with the skills and abilities that are necessary to train entrepreneurs in the areas of creative industries. The methodology of having a theoretical session followed by practices is useful and permits to have constant evaluations and to identify gaps that need to be addressed.

2.3 To what extent is the time frame realistic and coherent with the activities?:

The time frame realistic and coherent.

2.4 Have the direct and indirect beneficiaries of the project been clearly identified? To what extent are the outputs/deliverables and main activities relevant to the target beneficiaries and address their needs?:

The applicant adds as part of the beneficiaries to the staff members and collaborators in the project, which is not correct. Although it breaks down the number of each of the groups of participants very punctually, it is not very clear in terms of defining the profile of the participants, especially as to whether they should have some kind of background in terms of artistic expression or as novels creative entrepreneurs. The outputs are precise for the achievement of objective 1 of the project and although it is true that the description is much more specific in terms of the areas of knowledge that the methodology will cover, it is still weak in terms of including administration, organizational, marketing or commercial -among others- that are necessary for the training of entrepreneurs in the creative industries

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3. FINANCIAL MANAGEMENT AND ACCOUNTABILITY

3.1 Does the budget provide for adequate resources (salaries, fees, equipment, travel, communication, etc.) necessary for success of the project? If the budget has been overestimated or underestimated, please explain how.:

EXP.NO. All activities.1, “Domestic travels”, cost $100, units 110. The applicant shall present a more precise explanation if the cost is for a single person or includes many people and in general where the travels are going to be. EXP.NO. 2.4.1.5, “Staff and cultural entrepreneur’s movement”, cost $500, units 10. The applicant shall present a more precise explanation if the cost is for a single person or includes many people in order to evaluate if the per-diem amount is enough or underestimated. EXP.NO. All activities.8 “cell phone payment cards”. The applicant shall specify who will be using the cards. EXP.NO. All activities.58, “Photo printing”, cost $3, units 1000. The applicant shall evaluate the convenience of buying a printer and the photo paper that its needed to print those 1000 units instead of paying for the service. EXP.NO. 1.2.1.2, “Prices to the best 6 students”, cost $90, units 12. The applicant shall explain why if six students are rewarded, there are 12 units required, and also how those students will be selected. EXP.NO. All activities 72, “Accommodation and food”, cost $35, units 172. The applicant shall specify who are going to be the beneficiaries of that expenditure and when. EX.NO. Al activities. 73. “Food fees”, cost $24 units, 288. The applicant shall specify who are going to be the beneficiaries of that expenditure and when. EXP.NO. All activities. 74, “Importation expenditures”, cost $11,344.63, units 1. That cost is too high because all the imported goods are coming from Islas Baleares. The applicant must present alternative quotations to import the same or similar goods from countries closer to Cuba and where certainly all the goods to be bought are available with the same quality, as the ones quoted in Spain; for example, Mexico, Guatemala, Costa Rica, Panama, or Colombia. The applicant must specify the institution that will be in charge of storing and controlling the consumable goods, and which institution will keep the durable goods (printers, cameras, chairs, etc.) that will be acquired with resources from the fund.

3.2 What proportion of the budget is allocated to project activities versus overhead costs? Does the budget seem adequate and overhead costs estimated in compliance with the limit to a maximum of 30% of the total project budget?:

The applicant does not adequately classify the items of expenditure, where the amount of 26,941.66 that he establishes as overhead is not correct. Nevertheless, the overhead costs are following the limit of a maximum of 30% of the total project budget.

3.3 Does the project proposal indicate any additional financial contributions to the project, such as co-funding and/or self- funding?:

The budget indicates a contribution of $ 5,000 for the payment of import expenses, however the total amount of this concept of expenditure is poorly calculated. Regarding the unit cost there is a deficit of $ 3,000.

3.4 What actions have been foreseen to ensure financial accountability (e.g. Involvement of a financial officer)?:

The project´s general administration will be responsible of a Committee integrated by the Director, the Manager, the Technician Coordinator and the Secretary of the project. The Committee will be supported on the technical and economic-administrative subgroups. It is not clear who will be in charge of the accounting and daily administrative responsibilities. There´s not a staff member with an administrative/accounting background.

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4. IMPACT AND EXPECTED RESULTS, INCLUDING POTENTIAL FOR STRUCTURAL CHANGE

4.1 Are the project’s expected outputs and/or deliverables concrete, measurable and realistic? To what extent are they likely to achieve the objectives of the project?:

The evaluator considers that the final outputs are unrealistic because they do not include training topics that are fundamental for the formation of creative entrepreneurs and the consequent development of creative industries. Some activities consist of artistic interventions in public spaces and others in the development of products with creative content, which can be considered as a result of a process of industrial production of goods. The evaluator understands that this project is part of the first explorations of an alternative model of economic development in Cuba but recommends that the applicant incorporates as part of the project advisors and specialists in cultural industries from the Latin American community, who could share their experience in essential issues for the development of a new business model in the area of creative entrepreneurship. In addition to the artistic and community benefit aspect that could be developed by the project, skills and abilities must be generated in each of the stages of the value chain.

4.2 To what extent are the main activities and the budget relevant and appropriate to achieving the intended outputs and/or deliverables?:

The activities are relevant, with the limitations noted above. Although in the first instance the budget covers the main items for the development of the project, it is generally observed that although there are resources for the purchase of materials, there are no specific items for the production and logistics of the planned activities. As an example, if the presence of artistic groups in other communities is considered, it is not clear where the necessary resources will be obtained for the production of the show, and its realization where it will be presented (lighting, sound, stage, technicians, etc.)

4.3 To what extent is it expected that this project will have an impact/long-term benefits on the country/region’s cultural policies and/or cultural industries?:

In the context of the exploration of alternative economic models in Cuba, the project can become a relevant example of a first stage of community intervention, which sensitizes the population and the authorities about the creative potentialities existing in the communities, its importance in the construction of new business opportunities and the need to establish public policies for their sustainable development.

4.4 To what extent does the project demonstrate potential for structural change (for example: changes in the policy environment; far-reaching changes in public and professional organizational structures; and changes in the way government and regulatory authorities do business)?:

The project demonstrates potential for structural change the policy environment and the availability of economic resources into the Cienfuegos Municipality Culture Area, with the benefits and risks that this entails, especially in terms of the fact that public policy ends up privileging only those activities that can potentially generate an economic return to the detriment of those that are less likely to achieve it.

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5. SUSTAINABILITY

5.1 To what extent are contractors and partners involved in the implementation of the project’s activities? Has the role of each contractor and/or partner been clearly described?:

The partners will be involved into the implementation of the project´s activities. The role of partners and contractors is clearly described.

5.2 How does the project relate to and/or complement the work that is already being carried out in the country/region in terms of cultural policies and/or industries?:

Due the transformation of the Cuba´s economic model, the project is related to the interest of the Cuban government into exploring the creative economy business models to promote sustainable development for the country´s communities, especially in those from the provinces and those far from the capital and other major cities.

5.3 What measures/steps are proposed to ensure that the project’s impact/long-term benefits can be achieved?:

In the first place, an international financing platform will be created. With the support of universities in the United States, Mexico and France, activities will be carried out that involve the granting of economic resources for the project "Trazos Libres" and the Cuban participants. On the other hand, in collaboration with the Universities and cultural groups of Cuba, workshops, courses and consultancies will be encouraged, with experts, according to the specific needs of the communities.

5.4 What measures/steps are proposed to follow up with the beneficiaries of the project after its completion?:

The capacities of the participants will be evaluated to manage the economic, environmental, social, and cultural sustainability of the territories every two months. The necessary regulatory measures will be taken to guarantee the preservation of the material and immaterial results of the Creative Zone Trazos Libres and it will be promoted that it be a space of inter-institutional confluence and of the organizations, not only for economic projects, but also of those with social impact. The Group Coordinator will promote the development of a "Products for People" strategy that allows differentiating and singling them out on the Cuban map.

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Overall evaluation:

The project consists of generating a methodology of social intervention, in an area of migrant and vulnerable population of the Municipality of Cienfuegos. Although the stated purpose is to train 300 people (within a community of approximately 9,600 inhabitants) as creative entrepreneurs, the theoretical and practical activities are mainly geared to demonstrate the positive influence of the arts in the community, to the elaboration of products with content creative, to systematize an initial methodology of public intervention in the community and the creation of the first bases of an alternative model of income generation for the municipality and the communities. Thus, for the project to effectively achieve the goal of training 300 entrepreneurs, the applicant must incorporate some other theoretical topics and practical activities, which are essential for the training to be effectively oriented to the training of creative entrepreneurs: analysis of market, product development, marketing, admission, use of new technologies, etc. The applicant also needs to adjust the budget and expressly include within the staff the person who will be responsible for the day-to-day administration of the project and the accounting records. It is a minor correction, but the applicant must also adjust the execution period to the maximum of two years authorized in the regulations of the fund. For all the above, it is suggested that the promoter make the suggested adjustments and present the project again in the next call.