Transcript Document

ZEN IMPACT CULTURAL
HERITAGE NETWORK
SUSTAINABILITY AND EVENTS;
CASE STUDIES AND EUROPEAN OVERVIEW
Ian Bathgate (UEL)
Main focus of the project
• Impact of seasonal events on historical towns and centres.
• Focus on infrastructure, pollution, mobility, transport, waste, services
and resources.
• Aim to protect, preserve and manage cultural heritage and assets
especially in urban areas.
• Europe is rich in many cultural, music and arts events and the
findings of the research will provide a useful contribution to the
adoption of policies for the protection of the cultural
landscape/heritage beyond the territorial relevance of the current
partnership.
• Creating added-value at EU-wide level.
Events and festivals research trends
Holistic
understanding
of events
2010 and beyond
2000
Mid
1990s
Partnership management
Legacy
Re
Resident
attitudes
Community
Environmental
impact
interaction
E
Culture
Social (local) impact
Segmentation-led promotion
Segm
Urban renewal
Place experience marketing
Early 1990s
1980s
Destination image
Urban tourism
Hallmark events
Mega events
Economic impact
Rural festivals
Towards a typology of cultural events in
historic town centres
Mega event
Public
funding
Private
funding
© Coca-Stefaniak (2012), on-going research
Micro event
Zen project approach
• Trans-nationality (IT, UK, LT, LV, GR, RO,BG, SL, NL, ESP)
• Practice based research (2 universities10 municipalities)
• Innovation
• Links to policy
• Case study
Advantages of case study research approach
• Practice-based
• Can be mapped onto pan-European typology
• Can best explain specific local circumstances
• Qualitative background to quantitative event evaluation
approaches (e.g. indicators)
Case studies
• Greece – Drama, ‘Oneiroupolis Festival’ (Dream City).
• Spain- Extremadura, ‘Merida Classical Theatre Festival’
• Italy – Region of Umbria/Municipality of Perugia, ‘Umbria Jazz
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Festival’ and ‘Eurochocolate Festival’
Lithuania – Vilnius, ‘Kaziukas Fair’
Romania – City of lasi Festivities and ‘Holiday Music in Piatra-Neamt’
Bulgaria – Delchevo’s Enyovden Festival
Slovenia – Sobota Day’s Festival
Latvia – Sigulda International opera Festival
Netherlands – The Green Key accreditation scheme
UK – Hay Festival
The importance of event evaluation.
• City image (Richards and Wilson 2004)
• Justify public spending on events
(Faulkner et al, 2003)
• Lasting legacy for communities (Ritchie,2000)
• Host communities getting best possible benefits
from events (Chalip 2004; O’Brien 2006)
Example of anchor evaluation framework
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Pressure
State
Response
Human
activities
Physical and
socio-economic
environment
Agents
Industry
Transport
Energy
Services
Construction
Public Works
Urban
Forestry
Others
resources
burden
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Air
Water
Land
Employment
Income
Expenditure
Housing
Crime
Noise, odour
Public spaces
responses
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Households
Enterprises
Associations
Administration
Communities
Mega and Pedersen (1998; p.7)
Example of process driven evaluation framework
UK national
event impact
framework
The case for
future
funding
Increased
sustainability
of events
Event
Impact
Evaluative
Framework
Objectives
achieved,
negative
impacts
mitigated
Evaluation
process
embedded in
events
Clear
evaluation
process and
approach
Clear
objectives
ENVIRONMENTAL/ SUSTAINABILITY
PERFORMANCE
INDICATORS FOR EVENT EVALUATION
Environmental indicator themes adopted by
ZEN (adapted from DCMS 2012)
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Water quality
Greenhouse gas emissions
Air quality
Land use changes
Protected areas
Public open-air leisure centres
• Transport networks
• Solid waste treatment
• New waste and water facilities
Reflections from indicator audit
• Important for pan-European indicators to have simple
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data collection methodologies
Issues of comparability of source data and regional,
national and international spatial levels of analysis.
Issues around methodologies. It is necessary to combine
both quantitative and qualitative indicators.
Research MUST be linked to event objectives.
Short term monitoring must be coupled to long term
evaluation.
Comparison of Field results- key
dimensions
• Governance – who could or should be involved and how? –
economic crisis, budget cuts, private sector involvement,
community involvement
• Environmental impacts- issues around assessment,
programming, urgency of implementation
• Legacy - economic legacy for whom? Cultural legacy,
environmental/ecological legacy, social legacy, physical
legacy,
• Place branding- alignment of place and event branding,
consistency, ownership, exploration vs exploitation
General observations
• Events often based on traditions but also influenced by
changing socio-political contexts which differ across
Europe and result in various strategic approaches
• There are two clusters of factors which appear to
influence the development of events/festivals;
1. Events seem to be increasingly embedded in place
branding strategies
2. Contexts at institutional level and stakeholder level are
volatile
• Growing role of private sector
• Growth of community led self-organisation
Conclusions from positioning paper
• ‘Zero impact’ is seldom meaningful to key stakeholders
• Negative impacts are not a priority for policy makers
• Impacts around legacy, place branding, economic development,
social cohesion/participation are more relevant to stakeholders
• Variable government intervention across Europe. For those that have
retained levels pre crisis the economic importance of the events are
recognised in terms of revenue generation, inward investment and
tourism. Also positive social impact as an outcome is acknowledged
(electoral implications).
• Opportunities for innovation beyond basic recycling
Recommendations
• Move from Zero impact to positive legacy linked to
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sustainability.
Strategy of goal intertwinement, search for environmental
measures that also have positive cost saving effects for
branding, image and community building
Implement sustainability measures that contribute to a
positive economic legacy.
Build local sustainable procurement networks
Involve community in developing and implementation
including managing the event
Utilise educational opportunities