“What is attractive culture?” Tartu April 23, 2004 PIEDMONT LIVE Alessandro Bollo Fondazione Fitzcarraldo

THE CONTEXT 4.3OO.OOO Inhabitants TURIN –Administrative capital From fordist one-company town to post industrial metropolis Automotive and traditional industry in decline Rich historical, artistic and environmental heritage

THE CONTEXT Geographical “Isolation” General prejudice: “old” and “static” Not perceived as a touristic area The challenge: repositioning the region through arts, culture, historical sites, landscape, food New opportunity: the Winter Olympic Games in 2006

80 castles 320 museums

PDV IS… Piemonte dal vivo is not only a Festival Circuit in the Piedmontese Region, but is also an innovative experience in the Italian cultural environment First born in 1996 as a mere communication means to promote culture and tourism in Piedmont, it has evolved throughout the years to become a real network. It today involves more than 80 festivals Both its objectives and the relationship between the festivals and the Regional Government have deeply evolved through time A label, non juridical entity, budget from Regional Government

The Festivals involved From 36 festivals in 1996 to 83 festivals in 2004

The Festivals involved 40 festivals in 45 days!

Total lack of financial support from the European Commission Financial Balance

Origins and evolution of a project From 1996 to 1999 PDV arises from an idea of the Piedmontese Regional Governement: In 1996 it is nothing more than a catalogue with a list of events, used to promote tourism in the region both nationally and internationally Involvement of festivals themselves is low or non-existent Low brand awareness, and poor recognition both on a local and national basis

Origin and evolution of a project From 2000 to 2002 Through the organization of courses and seminars addressed to all the festivals involved: Festival organizers get to know each other, and start team-working: permanent working groups are formed A new consciousness of the potential of networking The first audience survey and its results shared and analyzed by the Festival organizers

Origin and evolution of a project From 2003 onwards: Team working shows its first results: -scale economies -Promotion and communication -Reinforcement of the link between perfoming arts and heritage A new idea: the Piemonte “LiveDay 2003” project, which becomes richer and more ambitious as it becomes “LiveDay 2004”

Origin and evolution of a project Scale Economies Team-working: bottom-up process. Through the analysis of questionnaire response, needs and expectations are monitored and then translated into concrete proposals Rationalizing costs with airline companies, transport companies, technical services, hospitality

Origin and evolution of a project Promotion and communication A press office to deal with media at both a national and international level Integrating and re-inforcing the informational aspect of communication of PdV by newsletter ( 3 issues a year) and Database Marketing tools.

Origin and evolution of a project PdV “Live Day” 2003 The same day 30 festival performed in 6 impressive venues (castles, fortresses, historical palaces, former industrial sites) The idea was to match heritage, history and performing arts in order to provide an opportunity to experience an integrated vision of the variety of regional “resources”

Origin and evolution of a project PdV “Live Day” 2004 In a 24 hours, on 29th and 30th May, 60 festivals in 30 different venues will present perfomances and exihibitions A Great Event bringing to life also some venues usually empty and lifeless, and will impact on national and international media Sponsors: CRT Foundation and Association of Italian Wine Producers

PdV “Live Day” 2004

Stakeholder Regione Piemonte (Performing arts, Heritage, Istitutional comunication, Tourism) Banking Foundations (CRT Foundations) Fondazione Fitzcarraldo University of Turin

Promoting the circuit means promoting every single festival involved; PDV allows festivals to reach new communication means, to involve new stakeholders, to find new ways to talk to decision makers. REGIONAL GOVERNMENT FESTIVALS From unclear and vague benefits, to a clear vision

FUTURE STEPS, FUTURE CHALLENGE Use PDV to coordinate and harmonize festival calendars Create a new juridical organization to manage future development of Pdv More integration with “Carta Musei Piemonte”