Byronas Festival “In the Shadows of Rocks”
Maria Psarrou
Panteion University of Social and Political Science - Communication, Media and Culture Department
Abstract
Local governments are being called upon to exploit festivals, in order to achieve important goals such as urban regeneration, city branding, cultural production, social cohesion, intercultural dialogue promotion and job creation.
Marketing orientation within the frames of the festivals that includes visitor orientation (knowledge about the visitors’ needs and preferences), strategy development (evolution of a strategic plan) and strategy implementation (the actions to turn the strategic plan into operational actions) is crucial to meeting the municipal goals above.
Byronas festival which was first established in 1987, is considered to be a success - story that could serve as municipal festival benchmark in Greece.
Key words
Festivals, local government, urban marketing, urban regeneration, marketing, management, city branding, social cohesion, urban regeneration, cultural production, social cohesion, intercultural dialogue and job creation.
