The Special Challenge of Defining and Managing Heritage Goods Michele Trimarchi ECCOM-European...

The Special Challenge The Special Challenge of Defining and of Defining and

Managing Heritage Managing Heritage GoodsGoods

Michele TrimarchiMichele TrimarchiECCOM-European Centre for Cultural Organisation and ECCOM-European Centre for Cultural Organisation and

ManagementManagement

University of Catanzaro - Department of Public OrganisationUniversity of Catanzaro - Department of Public Organisation

World Bank videoconference - Monday, 2 May 2005World Bank videoconference - Monday, 2 May 2005

Why do we need a Why do we need a definition?definition?

Public funding needs a specific set of Public funding needs a specific set of recipientsrecipients (culture vs. tourism, education, (culture vs. tourism, education, social life, etc.) social life, etc.)

Governments adopt Governments adopt closed listsclosed lists of institutions of institutions (regulation, tax regime and tax exemption)(regulation, tax regime and tax exemption)

The The cultural and economic valuecultural and economic value generated is generated is based upon the economic elements of based upon the economic elements of cultureculture

The extraction of such value depends upon The extraction of such value depends upon managerial strategiesmanagerial strategies aimed at sustainability aimed at sustainability


Cultural Products: IdentityCultural Products: Identity

The content of any cultural product and The content of any cultural product and project is strictly linked with its reference to project is strictly linked with its reference to identityidentity: this implies the explicit presence of : this implies the explicit presence of specific aspects linked to time, space, specific aspects linked to time, space, memory, common featuresmemory, common features

The meaning of identity changes through The meaning of identity changes through time, progressively including new aspects time, progressively including new aspects (e.g. intangible culture, local traditions, (e.g. intangible culture, local traditions, hybridation of cultures): the hybridation of cultures): the value of culture value of culture growsgrows with its clear perception with its clear perception


Consumers: Taste Consumers: Taste FormationFormation

The economic value of culture is generated The economic value of culture is generated by the process of by the process of accumulation of a stock of accumulation of a stock of knowledgeknowledge; this grants the progressive ; this grants the progressive growth of individual growth of individual appreciationappreciation and and willingness-to-paywillingness-to-pay

Taste formation and cultivation allows Taste formation and cultivation allows consumers to express critical evaluations, consumers to express critical evaluations, eventually generating a phenomenon of eventually generating a phenomenon of “addiction”“addiction”; a wider provision of information ; a wider provision of information grants a faster grants a faster growth of valuegrowth of value World Bank videoconference - Monday, 2 May 2005World Bank videoconference - Monday, 2 May 2005

The Chain: InformationThe Chain: Information

The content of cultural products The content of cultural products (archaeological sites, buildings, urban (archaeological sites, buildings, urban centres) must be properly centres) must be properly transferred into transferred into consumer perceptionconsumer perception, in order for the taste , in order for the taste formation process to be activatedformation process to be activated

Although apparently obvious, such a Although apparently obvious, such a transmission requires an effective information transmission requires an effective information chain providing consumers with clear and chain providing consumers with clear and various cultural elements able to various cultural elements able to generate a generate a cognitive reactioncognitive reaction


The Market for HeritageThe Market for Heritage

Identity, addiction and information define Identity, addiction and information define cultural products and projects: only when cultural products and projects: only when such elements are present and explicit we such elements are present and explicit we can speak of a market for culture, source of can speak of a market for culture, source of autonomy and sustainabilityautonomy and sustainability

Managerial strategies must aim at the Managerial strategies must aim at the progressive increase of such market: the progressive increase of such market: the growth of cultural valuegrowth of cultural value perceived by perceived by consumers implies the consumers implies the rise of economic and rise of economic and financial opportunitiesfinancial opportunities for producers for producers


Agrigento and JerashAgrigento and Jerash


Major Greek ruins in ItalyMajor Greek ruins in Italy

Separation between ruins and Separation between ruins and the town (55,000 people)the town (55,000 people)

No buffer zone: illegal building No buffer zone: illegal building very close to the sitevery close to the site

Museum, other cultural sites Museum, other cultural sites and tourist structures in townand tourist structures in town

Festivals: Festivals: Almond blossomAlmond blossom in in Easter; Easter; Panatenee FestivalPanatenee Festival (music, theatre, dance) from (music, theatre, dance) from 1981 to 19921981 to 1992

No integration between No integration between heritage and the artsheritage and the arts

Major Roman ruins in JordanMajor Roman ruins in Jordan

Separation between ruins and Separation between ruins and the town (30,000 people)the town (30,000 people)

No buffer zone: about 90% of No buffer zone: about 90% of the site is under the townthe site is under the town

Museum, and cultural centres Museum, and cultural centres in town. No hotelsin town. No hotels

Festival: from 1981 Festival: from 1981 Jerash Jerash FestivalFestival (music, theatre, (music, theatre, dance) with international dance) with international participationparticipation

No integration between No integration between heritage and the artsheritage and the arts

The Special Challenge of Defining and Managing Heritage Goods Michele Trimarchi ECCOM-European...

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