2021 TOP 100 GOOD PRACTICE STORY

Title of the Story: AgitÁgueda – Art Festival

Destination Name: Águeda

Country: Portugal

Submitter name: Edson Santos

Email address: edson.santos@cm-agueda.pt

Position: Vice-president of the Municipality

Nomination Category:

☐ Localizing the destination supply chain

☐ Decarbonizing the destination supply chain

X Culture & Communities ☐ Environment & Climate

☐ Nature & Ecotourism

☐ Tourism Reset & Recovery

☐ Other

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Issues faced

At a time when commercial spaces in the city's historic area were being abandoned, and it was unattractive,

especially during the summer, when it is very hot in this area, the Municipality promoted an installation of urban

art – the umbrella sky. It promoted the shading of the street and, consequently, contributed to the reduction of

the temperature and the occurrence of heat islands. By improving the public space, several cultural events where

held, related our local culture (also with intercultural initiatives), traditions and crafts. The art installation was

such a success that evolved to “AgitÁgueda - art Festival”, an initiative of the Municipality of Águeda, held

annually for 23 days of July. Has the city is considered one of the most sustainable and creative in Portugal, the

event should also address issues and solutions for a green, clean and resilient territory (to inhabitants and

tourist).

AgitÁgueda is with free admission, allowing everyone to participate has it offers both residents and visitors a

diverse (and free) cultural program. Daily concerts, sports activities, urban art, street entertainment, crafts, food,

environment awareness sessions, and other activities are the main reasons that have attracted a number of

visitors never seen before – an average of 10.000/day – reaching about 240.000 in the total of the 23 days. With

the success of the event, also came the obstacles: being AgitÁgueda a festival that had its first edition in 2006, we

identified, and solved, issues generated by the affluence of the event, such as the lack of shade areas, the

excessive use of cars (implemented a tourist train), we improved a better waste management and the reduction

of plastic, (re)use some of the art installations, promoted energy efficiency, and in the last edition the event was

considered an EcoEvent, reducing the impact on the local community. This event celebrates life, color and

culture, promoting a sense of belonging and pride in our community.

Methods, steps and tools applied

Every year, Águeda offers a summer full of light, colour, creativity and imagination. The city streets are filled with

thousands of colorful umbrellas and countless urban art installations transforming the streets into authentic

open-air art galleries. For this reason, the arrival of Summer is eagerly expected, as it is the time when the city

changes itself into an immense hotspot of color. So, with the objective of developing shadow areas, the Umbrella

Sky Project was created. Each year, during the summer months, the city’s streets are festooned with a canopy of

colorful umbrellas, providing shade for both the people of the city and festival-goers. The installation has

developed a cult following around the world and been replicated in other cities, from Lisbon to Hiroshima.

The Municipality has put into practice projects that stand out for environmental concerns in reducing greenhouse

gas emissions, thus promoting a reduction of its ecological footprint and the fight against climate change. It was

one of the pioneers in Portugal to adopt the Covenant of Mayors - a commitment for local sustainable energies,

recently subscribed the Green City Accord and is still one of the first municipalities that are implementing the

Laboratories for Decarbonization, which aim to promote the decarbonization of cities through technological

solutions such as electric mobility, which is an important contribution to sustainable mobility and increased

energy efficiency in transport. Inaugurated last October an electric charging station, which will fill a gap with the

market needs verified in the county, and it is compatible with all vehicle brands. This need comes not only from

the demand of the residents, but also from the participants of the AgitÁgueda Festival Art that has increasingly

contributed to the change of mentalities. Another way to promote sustainable mobility has been through electric

bicycles as a mean of transport for residents and visitors, and that are available for free public usage.

In order to avoid the use of cars for short distance travel and all the consequences that come with it, from

excessive energy consumption to environmental pollution, the noise and also the high occupation of public space

for parking, was developed the project "beÁgueda, electric bicycles for shared use in Águeda". This project

consists in promoting the use of electric bicycles, encouraging the practice of healthier and environmentally

sustainable behaviors, reducing vehicle circulation and offering mobility options. Nowadays, there are 14 stations

distributed throughout the county. One of the measures to reduce noise, and the bet on the use of public

transport – a touristic train is available, as the e-bikes. The Municipality has promoted the use of the railway

network as well as the existing bus connections between the neighboring municipalities, so that people can travel

to the most colorful festival in the world. The reduction of the use of own vehicles reduces not only the noise in

the city, but also the emission of GEE, the use of fuel, the improper parking, and promotes safety and tranquility

for the festivities.

To reduce the waste of plastic, in the edition of 2019, it was made a promotion of reusable cups and in the Color

Day activity, water tanks were used to distribute tap water to the participants, in order to reduce the usage of

plastic bottles. In the context of the event, was developed a survey, with 22 questions, to evaluate the impact on

the local economy, tourism and restaurants in the region where the event is located. The survey was performed,

in tablets, by properly identified and qualified people, who are the ones who question the visitors. They were

exclusively conducted in digital format, with no use of paper, and the acquired data were submitted directly to an

online platform.

Continuing the project of selective waste management, the Municipality of Águeda provided Big Bags, to the

Institutions and Associations of the County, that participate in the event, so that the waste management can be

more efficient. The municipality has a set of actions and measures to improve its performance in urban solid

waste and, in addition to the enormous environmental importance, these are also an important contribution to

reducing the costs associated with their collection and treatment. In this sense, 40 entities were contemplated

with 3 big bags - a large and reusable bag, which supports approximately 1m3 capacity each, thus making it

easier, economical and even ecological to use. This measure is also used within the scope of the AgitÁgueda Art

Festival. It is the understanding of the Municipality that the involvement of the Institutions and Associations play

an important role in the pursuit of the municipality's environmental objectives, both through involvement in

ongoing projects and also through the awareness of its employees towards good practices!

Key success factors

Nowadays Águeda is considered by CNN has one of the most colorful cities in the world! For that

contributed the AgitÁgueda Art Festival, a celebration of color and happiness, that promotes creativity,

environmental respect, equality of opportunity, maintaining social cohesion, building social capital and

minimizing social exclusion, it promotes partnerships contributing to some of the ODS 2030.

In addition to music, the event brings together a wide range of activities, such as street shows, theater

workshops, master classes of dance and urban art painting, off-hours carnival, regional food and wine, etc.

Artists of various nationalities, including locals, who come to this Festival as an opportunity to promote their

arts, also participate in a unique event that encompasses several dynamics of cultural growth, together with

local sustainability. Not only from the economic point of view, but also from the environmental and cultural

point of view. The cultural animation is a constant in the county, as it is quite rich, counting on numerous

existing associations, which, in one way or another, are actively participating in the promotion and cultural

promotion of Águeda. The local community is an active part of the entire event: from participating in

the shows as extras or even as main actors. Local associations, groups and others are invited to

streamline events. The typical food bars are handed over to local associations, so that they serve the

most typical of our cuisine, reversing the recipe for their activities, it boots local economy, and generates

jobs. The art installations, tell local legends and stories, represent typical figures of the community or

even animals of the local fauna.

All this success contributes to those who participate and organize, feel motivated to do more and better,

promoting a green, clean and resilient territory.

Lessons learned

A festival of this dimension, and attracting a significant amount of visitors, has to respect some crucial factors,

such as the preservation of the environment, the territory, culture, and traditions. One of the major lessons

learned, edition after edition, is that its sustainability and the development of good practices are essential for its

good functioning and continuity, allowing the realization of future editions. Since AgitÁgueda is a mainly seasonal

event, occurring during the summer season, why not adapt one of its best features to another time of year?

Therefore, the famous Umbrella Street was adapted to the Christmas season. The colorful umbrellas were

replaced by white umbrellas, with lighting intertwined between them. With this adjustment, and the attraction of

tourists, the local economy continues to be sustainable. With the Urban Art Itinerary increasing, year after year,

there is a need to highlight artists who pay attention to sustainability and the environmental impact that the

materials used to create their artwork will have on society and the environment. Therefore, one of the artists,

who has three pieces installed in Águeda, develops artistic installations using "garbage", such as car parts that no

longer have any use.

Results, achievements and recognitions

Nowadays Águeda is considered by CNN has one of the most colorful cities in the world! Some of the

achievements have been explained previously in the document. Nevertheless is to be notice that due to the

results and achievements, in the last few years the festival has receive several recognitions such as: EcoEvent;

Award “Municipality of the year Portugal 2015” – Categoria regional (zona centro) – AgitÁgueda – Plataforma

UM-Cidades, University of Minho, Award of “Best Touristic Promotion” – 1.ª edição dos Iberian Festival Awards –

Associação Portuguesa de Festivais de Música – AgitÁgueda Art Festival, Country winner at the Iberian Festival

Awards 2016; EFFE label 2015-2016, 2017-2018, 2019-2020; one of the World Best Festivals at Everfest site;

considered one of the best festival in the world by World best and Imagens de Marca, among others.

Additional references

Pictures and videos in youtube and https://www.agitagueda.com/

https://www.cm-agueda.pt/viver/ambiente-e-sustentabilidade

https://www.cm-agueda.pt/municipio/camara-municipal/listagem-de-premios-da-cma

http://edition.cnn.com/travel/gallery/worlds-most-bright-colorful-places/index.html?gallery=0

https://www.youtube.com/watch?v=95habq0_sPY https://www.imagensdemarca.pt/artigo/agitagueda-um-dos-

melhores-festivais-do-mundo/ https://www.youtube.com/watch?v=jHHXPp_NmNs

Municipal sustainability index - https://www.cm-agueda.pt/viver/ambiente-e-

sustentabilidade/sustentabilidade/objetivos-de-desenvolvimento-sustentavel-2030