Chemnitz has already won an incredible amount

Nicole Oeser

On the way to becoming the European Capital of Culture 2025, the city of Chemnitz has enlisted the support of the public. Last year, volunteers were able to apply for the post of cultural ambassador. From over 50 applications, the Capital of Culture Secretariat selected five Chemnitz residents to work on the programme council for the Capital of Culture bid. Among them is 28-year-old Nicole Oeser, who wants to promote her home city. She tells us why and how in our Makers of the Week interview.

How did you hear about the position of ambassador?
Nicole Oeser: Due to my job, I had already read a lot about what was going on in the city and what was happening. That's when I came across the idea of the Capital of Culture application and the search for cultural ambassadors. I immediately thought it sounded interesting, even though I couldn't really visualise it at the time, so I pursued it further. At some point, I was "hooked" on the idea and applied.

Was there a particular reason for this?
No, nothing in particular. I was just so interested in the idea that I thought I definitely wanted to be involved. Applying to be a cultural ambassador was completely new territory for me. Of course, there were a few criteria that you had to fulfil. But I didn't really know what to expect. It was simply curiosity. I thought that with my background and networking in the city, it would be a good fit.

How did the application phase work?
You had to send in a short application and then they discussed whether or not you would be considered as a cultural ambassador. You briefly describe why you see yourself as a cultural ambassador and what you would like to and can contribute to the application process. It's a bit in my nature that I'm not the kind of person who simply completes an application, staples it in a loose-leaf binder and then sends it off.
I wanted to show that this is very important to me and created a folder in which I also included photos of my favourite places in Chemnitz - as a little city map, so to speak: I grew up in the Heckert area, went to the Agricola-Gymnasium, moved into my first flat on the Schloßberg, had my first job in Reichenhain and my favourite place is the stadium on the Sonnenberg - so I've already got around the city quite well. I did it that way because it was the best way to show my Chemnitz DNA at first glance.

Were your expectations fulfilled?
I didn't have many expectations because, as I said, it was all new territory and still is to some extent. Of course you think about it, but you only experience what's in store for you in the actual process. At the beginning, it was mainly the presence in the programme council. You sit at the table with people from Chemnitz who I hadn't had much to do with before. They are all very interesting people who have already achieved a lot both culturally and politically in the city and naturally want to continue to do so. That's why it's very exciting to work with them. I take part in meetings, conferences and workshops and learn an incredible amount for myself. I wouldn't sit down now and say that I've been taught the ropes and know what Chemnitz means for Europe. So it's a learning process for me too. That has definitely been achieved.

How many hours a month do you invest in this voluntary work?
I find that very difficult to quantify. I have to admit that I haven't been able to invest as much time as I would have liked at the moment. It was mainly job-related. With seven working days a week, there wasn't quite as much room for improvement. The programme council meetings take place roughly every two months. These last around two to three hours on average. And then there are occasional conferences and workshops. However, I would like to expand this so that I invest two to three hours a week in any case.

Born in Karl-Marx-Stadt, she left her home town twice to study media economics and sports management and has returned twice - out of "love and passion" for Chemnitz and the local sport. She has already been involved as a member of the working group of the Chemnitz FAN project and as a volunteer at the World Athletics Championships in Berlin. The former press spokeswoman for Chemnitz FC wants to draw attention to the beauty, opportunities and possibilities of Chemnitz. She is convinced that the combination of culture and sport can convince the people of Chemnitz, those who want to become Chemnitz and everyone else of the magic of the city and show that Chemnitz is much more than just a city in the east near Dresden and Leipzig.

How do the people around you perceive the Capital of Culture application?
At the beginning, when I told them about my application as a cultural ambassador, the reactions were typical. Why are you doing this? What's the point? What's behind it? But the more you explain it to them, take them along and try to light the fire a bit and explain why it's so important for the city and the people of Chemnitz, the more people liked it and were curious. The more the process grows, the more transparent and understandable it becomes what the bid means for the city. I've never seen anyone say, "What are you doing?

How do you try to explain the Capital of Culture to people?
I try to explain the current situation in Chemnitz and where we are. We are still at the beginning of many wonderful things and where we can go, if only thanks to the Capital of Culture application process. Ultimately, that's the exciting thing. If you look at Dresden and Magdeburg, they are of course already very well developed in terms of self-perception and cultural offerings. Although I have also learnt that the cultural offerings in Chemnitz are already incredibly diverse. Chemnitz certainly has nothing to hide. Unfortunately, the majority of people in Chemnitz don't really realise it or don't perceive it that way. It is a project with which the city can simply develop. In other words, an urban development project for everyone, in which there is room for everyone and in which everyone can find themselves.

Your hobbyhorse is sport. How can you incorporate this into the Capital of Culture application?
In the end, I had to see for myself how sport could be integrated. What football or sport in general in Chemnitz means for Europe is of course difficult to answer. But what happens in stadiums every week, for example, is fan culture in action, and therefore also culture. It's part of the culture and therefore part of the application - we don't just do high culture, such as ballet and theatre, but highlight all facets. For me, fan culture is absolutely part of that.

Do you think you can inspire the people who go to the stadium every fortnight?
I don't think it's any easier or harder than getting everyone else in Chemnitz excited about it. That's why it's still a challenge for me at the moment in terms of how best to approach it. Although the fans who stand in the south curve in Chemnitz and create these creative choreos and fan chants are part of the culture and see themselves as such. For them, it's fan culture and that naturally plays a big role. Explaining that is also part of the culture. That's why you can try to get them excited about the Capital of Culture and the application. It's clear that you might not convince everyone straight away, but if you can get them to at least think about it and then perhaps get involved themselves, then that would be a great boost for the bid. This is where I see my next task in the future.

What are the next goals or tasks for you as a cultural ambassador?
For now, it's about driving the application process forward and spreading the idea. This includes the micro-projects, which have now been very successful in the second phase. Many applications have been received, which shows that the interest and potential for creative and cultural ideas in Chemnitz is absolutely there. The simple and hurdle-free application process for micro-projects is intended to show that it doesn't always take much to get involved and develop in the city. The role of the cultural ambassadors is to spread the content throughout the city. To ensure that what is developed and brought together in the various working groups is brought to the attention of the population. That's another reason why we cultural ambassadors are such a colourful mix.

How do you personally assess the opportunities for Chemnitz?
I'm a professional optimist - so very good! I would simply be delighted. Of course, the competition is fierce and every city has its own thoughts and wants to win. Of course, the big goal should be to become the Capital of Culture. But Chemnitz has already won an incredible amount, which may sound like a platitude. For example, the many micro-projects that have been created. But I think the goal of Chemnitz residents engaging with their city has almost been achieved. The city's anniversary this year plays a part in this, because many people have come to terms with their city and its history as a result. I think that often small starting points have already been set, from which something can develop further, even without becoming the Capital of Culture in the end. Many ideas are still there without the title of Capital of Culture being attached to them.
The exciting thing about the Capital of Culture application is to see what positive consequences it will have for our city. I also have a lot to do with people who come to Chemnitz and initially think that Chemnitz is pale, but then they and their families come to Chemnitz and realise that it's not so bad here. It has the charm of a small town, but is already a big city. There is a lot to discover here that you might not realise at first glance. Everyone finds that really exciting.

What is Chemnitz good at?
That it really is still a blank canvas in many places. So much can still be developed here. It should be explained that it is also important for Chemnitz to become the Capital of Culture. I believe that this is a very important part of Chemnitz's future development.

What still needs to happen in the city by 2025?
It is of course difficult to make an all-encompassing forecast here. But I would be delighted if the people of Chemnitz realised that life outside can take place in a variety of ways. Then many things will develop all by themselves. You can see that in individual events in the city. When there's something going on, everyone is happy about it and many people realise that there are lots of great offers that are worth taking advantage of.