Modern cultural institution: mechanisms of management

The paper paid attention to realizing the benefits of new reforms in the management of multipurpose cultural centers and a qualitatively new level of social and cultural activities of the population. The conclusion is that creative control is the management of creative processes taking place at the level of creative collectives, industries, organizations, teams, managers and employees. Defined as an innovation for innovation, which provides qualitative growth of the efficiency of the creative process or products with new consumer properties, and demand, which manifested the unique culture, its capacity for internal dialogue “images” of past cultures with this phenomenon.