1. The Special Challenge of Defining and Managing Heritage Goods Michele Trimarchi ECCOM-European Centre for Cultural Organisation and Management University of Catanzaro - Department of Public Organisation World Bank videoconference - Monday, 2 May 2005

2. Why do we need a definition? Public funding needs a specific set of recipients (culture vs. tourism, education, social life, etc.) Governments adopt closed lists of institutions (regulation, tax regime and tax exemption) The cultural and economic value generated is based upon the economic elements of culture The extraction of such value depends upon managerial strategies aimed at sustainability World Bank videoconference - Monday, 2 May 2005

3. Cultural Products: Identity The content of any cultural product and project is strictly linked with its reference to identity: this implies the explicit presence of specific aspects linked to time, space, memory, common features The meaning of identity changes through time, progressively including new aspects (e.g. intangible culture, local traditions, hybridation of cultures): the value of culture grows with its clear perception World Bank videoconference - Monday, 2 May 2005

4. Consumers: Taste Formation The economic value of culture is generated by the process of accumulation of a stock of knowledge; this grants the progressive growth of individual appreciation and willingness-to-pay Taste formation and cultivation allows consumers to express critical evaluations, eventually generating a phenomenon of “addiction”; a wider provision of information grants a faster growth of value World Bank videoconference - Monday, 2 May 2005

5. The Chain: Information The content of cultural products (archaeological sites, buildings, urban centres) must be properly transferred into consumer perception, in order for the taste formation process to be activated Although apparently obvious, such a transmission requires an effective information chain providing consumers with clear and various cultural elements able to generate a cognitive reaction World Bank videoconference - Monday, 2 May 2005

6. The Market for Heritage Identity, addiction and information define cultural products and projects: only when such elements are present and explicit we can speak of a market for culture, source of autonomy and sustainability Managerial strategies must aim at the progressive increase of such market: the growth of cultural value perceived by consumers implies the rise of economic and financial opportunities for producers World Bank videoconference - Monday, 2 May 2005

7. Agrigento and Jerash World Bank videoconference - Monday, 2 May 2005 Major Greek ruins in Italy Separation between ruins and the town (55,000 people) No buffer zone: illegal building very close to the site Museum, other cultural sites and tourist structures in town Festivals: Almond blossom in Easter; Panatenee Festival (music, theatre, dance) from 1981 to 1992 No integration between heritage and the arts Major Roman ruins in Jordan Separation between ruins and the town (30,000 people) No buffer zone: about 90% of the site is under the town Museum, and cultural centres in town. No hotels Festival: from 1981 Jerash Festival (music, theatre, dance) with international participation No integration between heritage and the arts