Italy’s North Eastern regions are notorious bastions of small industries and family run firms. An extremely industrious part of the country which is responsible for much of the nation’s gross domestic product, the Northeast has banded together to bid to be the European Capital of Culture in 2019.
Over the course of the next four days, April 21-25, a series of conferences will be held which will discuss the various strategies to become the European Cultural Capital in 2019 and why the area is perfectly suited to this role. Italian regions of the Veneto, Friuli, and Trentino are involved.
Italy is known for many things and its cultural heritage is one of its richest contributions. The idea of the festival is that Culture is a useful resource not just for citizens but also for companies, an asset which they can use as part of their strategy for growth, competitiveness and distinction.
Each of the Northeastern cities involved is a small network of companies that are looking to grow and become more competitive on a global scale. The idea of joining forces is a very good one and is innovative in terms of using culture as the prime marketing tool, not a secondary piece of a communications strategy. This is the third edition of the festival which will have more than 80 meetings. While most people have heard of Venice, Rome, Florence, Milan and Bologna, fewer know of the riches of Rovereto, Maniago, Montebelluna, Asolo, Schio, Vittorio Veneto and others.
Some of the projects that these smaller cities are working on together with local companies include renewable energy, sustainable construction, and the development of research centers. Other areas are well known for their work in textiles, audiovisuals, design, sportwear, and internet companies.
Northeastern Italy is home to seven million people, more than one-tenth’s of Italy’s entire population. It is also home to many of Italy’s most important companies and those that will profit most from more global exposure.
By choosing to join together, these cities and their local entrepreneurs are choosing to look forward and make a stab at changing the way that they have always done business.
The average Italian company has three employees, making it impossible for them to compete on a global scale. Together though, these cities are offering their companies a better chance. A worthy challenge and a necessary one. Bravi!
Tags: Culture, European Cultural Capital 2019, Festival Delle Città Impresa, Friuli, Global competitivity, Northeastern Italy, renewable energy, Reserch institutions, Trentino, Venezia
