Conclusion
Over the next 10 years, the world will change increasingly quickly and will be increasingly competitive. This is true of economic matters as well as cultural matters.
To compete successfully, Montréal will implement this action plan unwaveringly, with determination. In this spirit, the objectives for cohesion and cooperation identified under the heading of governance are highly important.
But it is important to go further. In the globalized economy of the 21st century, it is also necessary to understand where the “Montréal brand” now stands and what actions should be taken to improve how it is perceived, in Canada and abroad. The only credible and reliable way to improve how the “Montréal brand” is perceived is to improve it in reality.
In cultural terms, the “Montréal brand” consists of a number of “products.” A few examples of these are the overall success of our creative work; the quality, quantity and diversity of festivals; development of the Quartier international (international district); and our built heritage, particularly in Old Montréal. How do we ensure that these “products” keep their high degree of quality, their attractive nature, their charm?
To continue with the same analogy: The “Montréal brand” must be enriched with new “products,” which already exist but have a strong growth potential. Think of design, digital culture or the entertainment district. Think also of “products” that are already highly rated, such as Old Montréal and the Old Port; in the spirit of cooperation of the Rendez-vous, these could become a major historic district, certainly one of the most important in North America.
The third factor in this reflection concerns the vital partnership between the arts, heritage, design and urban planning. This partnership has already yielded impressive results in Old Montréal, the Old Port and the international district. It is essential to continue in the same direction for the future development of Montréal, with the active participation of residents and the private and public sectors. The “Montréal brand” will become what we together decide to make of it. The first decisions on the issue were taken at the Montréal, cultural metropolis – Rendez-vous Novembre 2007, held on November 12 and 13, 2007, at the Palais des congrès in Montréal.
