UWB helps the Pilsen Region launch targeted support for cultural and creative business sectors

Education in marketing or AI and financial support for creativity. Sociologists from UWB helped the Pilsen Region identify what local businesses and creators in cultural and creative sectors truly need. The findings will shape a new support strategy the region plans to implement.

More than 400 businesses and non-profit organizations took part in a survey conducted by a research team from the University of West Bohemia (UWB), focusing on the needs of cultural and creative actors in the region. The respondents were divided into three groups — creative cores, small-scale creators, and coordinators — and researchers mapped which forms of support they consider most beneficial. While the region had previously offered support without distinguishing between different types of recipients, the new data reveal who actually values which kind of assistance — and why.

“If we want to develop the creative sector in the region, we need to offer targeted education, easier access to grants, and opportunities to connect with other regions, including those abroad,” says sociologist and UWB Vice-Rector Jan Váně. The findings will serve the Pilsen Region as a foundation for a targeted strategy to support this vital sector.

The data show that local creatives particularly value education in marketing, IT and artificial intelligence, as well as support in innovation management and navigating funding opportunities. The research also highlights the potential of creative vouchers — although only a small number of entities currently use them, a more accessible version could significantly help smaller businesses and non-profit organizations.

“Businesses generally show greater interest in most types of support than non-profits, with the exception of innovation and funding, where both sectors report similar needs,” adds sociologist Martina Štípková.

At the same time, the research points out significant gaps: small-scale creators are often left out of mainstream support. Yet with targeted training and simplified funding tools, they could be given much more room to grow.

The results were presented at a regional conference on the development of cultural and creative industries, as the final output of a three-year project carried out under the National Recovery Plan. The project is the result of cooperation between the Pilsen Region and the University of West Bohemia, which was asked to provide expert groundwork for strategic development. The full report is available here.