Enhance the cultural, artistic and architectural heritage of Rome and of the entire Lazio region without simply limiting itself to the conservation and protection of the heritage but aiming at the opportunities to generate further wealth from them. From this goal the Central Territory Forum organized by Unicredit and not surprisingly titled "The industry of great beauty".
But how is it possible to create further value in the sector? The actors present at the Forum have no doubts: creating virtuous synergies among the leading sectors of this industry in the capital and in the region. Through greater and better interaction between sectors such as fashion, audiovisual and the museum system and with fruitful collaboration between the public and the credit sector, it is possible to create new wealth. It is of this opinion, for example, theCEO of Unicredit Federico Ghizzoni which underlines the need for a "new way of interacting" between the public and private sectors as regards the enhancement of cultural heritage. For Ghizzoni the theme of the creative industry must not only lead to cultural development but must "become an opportunity to make the country grow". For the CEO of Unicredit, therefore, it is necessary to move "from a logic of mere conservation of cultural heritage, in which the only protagonist is the public sector, to an approach that aims at its full economic valorisation, also involving private individuals".
On this last consideration Ghizzoni cites the example of project financing as a hypothesis of collaboration between private individuals and museums and also reports the case of the sponsorship and restoration of the Arena di Verona (financed together with the CariVerona Foundation), for which Unicredit recovered 65% of the amount spent for tax purposes thanks to the ArtBonus and carried out operations of marketing at no cost by inserting the logo of the credit institution on tickets and posters of theatrical performances.
And returning to the context of Rome and Lazio, the CEO of Unicredit underlined the importance of the creative industry and the cultural heritage of the area for the entire local economy. "I am over 53 businesses in the region operating in the artistic and cultural sector” and Ghizzoni points out that these companies “employ around 160 workers”.
Of the 53 creative enterprises operating in Lazio, almost 45, according to data provided by Unioncamere, operate within the Province of Rome, bearing witness to the very strong artistic and cultural vocation of the city and the area surrounding the capital.
A segment, that of the creative industry, which creates positive effects on the Italian and Lazio economy. According to a study by Unioncamere and the Symbola Foundation in Italy, for every euro of added value that comes from one of the activities in the cultural systems segment, another 1,67 are activated on average in the rest of the economy, with a peak of 2,1 euro for the creative industry and 2 euro for the historical and artistic heritage. Even better data for the city of Rome for which 2,5 euros are activated for each euro of added value in the creative industry and 2,4 for the historical and artistic sector.
Figures that further support the thesis of those who believe that the creative industry system can create wealth and growth opportunities for Rome, the Lazio region and the whole country.
