Festivals and Creative
Cities:
The Greek
Local Governments and the Festival Sector
MARIA PSARROU[1]
Abstract
Since the last 2 decades, the concept that access to cultural
resources and cultural consumption are the cornerstones of urban development
strategies, has strongly affected the urban management theoretical framework.
The term “culture” has semantically broadened to include social, economic and
political aspects, being currently associated with urban development. Therefore,
cultural planning is fundamental for the evolution of prosperous cities which are
able to participate in an international network of creative cities, competing
with each other for talent, business, resources and global attention.
In order to achieve these goals, festivals are often exploited
in the frame of urban strategies with social or economic impact, resulting in
the transformation of cities into festival landscapes and the emergence of
festivalisation (festivals increase and systematic development). Festivals are
also considered as major factors of urban life as well as catalysts of urban
regeneration, due to the fact that they are able to attract tourism and
investment, enrich the city image, boost local pride, form strong cultural
identities and create new jobs.
Therefore, festivals are not only treated as cultural products
but also as city branding and urban regeneration core elements, as well as means
to achieve social cohesion, cultural production and job creation.
In order to fully exploit festivals for the purposes
described above, city- makers ought to be market oriented. We can distinguish the
following three dimensions of market orientation:
·
Audience orientation (deep understanding of the
festivals’ audience needs and preferences)
·
Strategy evolution (evolution of a strategic plan)
·
Strategy implementation (the actions needed to turn
the strategic plan into operational actions).
This article builds
on the work undertaken by Pugh C. & Wood E.H. (2004) into the strategic or
operational use of events within the marketing plans of London Borough
Councils which recommended that while a more “strategic” marketing
orientation within the Councils was preferable, the focus was still operational and ad hoc, resulting in missed
opportunities. That work has lent itself to generating the hypothesis
of an extended research on the Modern Greek festival sector.
The research hypothesis that is currently tested, can
be defined as follows:
With a market orientation local governments could use
festivals as strategic tools to promote urban regeneration, city branding,
cultural production, social cohesion and job creation, as
well as adding value for the community.
The aim of the quantitative research in progress,
which attempts to serve as the first extended quantitative research project at
the Greek festival sector, is to find
out whether market orientation is related to the achievement of the above
mentioned municipal goals.
The proposed questionnaire includes 27 questions dealing
with the following four main research goals:
1.
Description of the festival (profile, identity,
barriers to their development)
2.
Marketing orientation of the festival (audience
orientation, strategy development and implementation, municipal attitude
towards marketing)
3.
Festivals aims clarification
4.
Relationship with urban regeneration / city branding /
cultural production / social cohesion / job creation.
Τhe research sampling frame consists of the 325 Greek
municipalities, and the research population includes every municipality
involved in festival management.
Key words:
Festival, urban regeneration, city marketing, market
orientation, urban management, city branding, social cohesion, cultural
production.
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[1] Panteion University –
Communication, Media and Culture Department
PhD Candidate
e-mail: maria_n_psarrou@yahoo.gr
mob. 0030 6947551969
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