cultural heritage management strategy province of ferrara

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A museum system for Ferrara province

Cultural Heritage Management Strategy

and Local Action Plan

Province of Ferrara

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INDEX


1. Introduction p. 3

2. Analysis of the state of the art p. 5

3. Swot Analysis p. 15

4. Vision p. 16

5. Strategy p. 18

6. Benchmarking p. 20

7. Stakeholders involved or to be involved p. 21

8. Timeframe p. 22

9. Sources of funding p. 23

10. Integration with other projects p. 25

Local Action Plan

11. Proposed Activities p. 27

12. Timetable for the implementation and references p. 31

13. Evaluation: Monitoring and Indicators p. 33

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1. Introduction: Ferrara, City of the Renaissance and its Po Delta

The cultural heritage of Ferrara Province is very varied and rich in sites of

interest. It covers the whole territory of Ferrara Province, which includes the chief town and other 25 municipalities, located on a surface of 2.632 km2 extended from the hinterland to the seashore: the historical centre of Ferrara

with its monumental buildings and several museums; the countryside Estense villas; the natural landscape of the Po delta.

The double UNESCO acknowledgment “Ferrara, city of the Renaissance and its

Po Delta” (1995 – 1999) well represents this complex local identity and its important characteristics.

UNESCO, the United Nations Education, Scientific and Cultural Organization

included the territory around Ferrara in its lists on two separate occasions.

The historic centre of Ferrara has received this honor in 1995, being denominated a “City of the Renaissance”, considering that “the site is of

outstanding universal value, being a Renaissance city, remarkably planned, which has retained its urban fabric virtually intact. The developments in town

planning expressed in Ferrara were to have a deep influence on the

development of urban design throughout the succeeding centuries.” The inclusion regarded the city centre, surrounded by its monumental walls, with its

still surviving inner grounds and gardens.

In 1999, the listing was extended to include the area of the Po Delta and the “delizie” court residences, according to the following two criteria:

· the Este ducal residences in the Po Delta illustrate the influence of Renaissance culture on the natural landscape in an exceptional manner;

· the Po Delta is an outstanding planned cultural landscape that retains its original form to a remarkable extent.

The Committee has consequently decided to change the name of the inscribed

property to "Ferrara, City of the Renaissance and its Po Delta", including therefore a much wider area, and emphasizing the continuity between the city

and its territory. The motivations for the two subsequent inclusions highlights

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how the Renaissance ideals of the Este court found their realization in the

urban and architectural design as much as in landscape planning, in a perfect interaction between culture and nature.

In this context are preserved and advantageously displayed evidence of

historical heritage, collections of ancient modern and contemporary art, historical buildings, industrial buildings, parks and nature reserves.

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2. Analysis of the state of the art

The complexity of the cultural heritage and the uniqueness of the place are the strength of this site, which appears like the interweaving of evidence from the civilizations that have live through time, and it manifests itself through the

involvement of different cultural aspects: art, history, architecture, landscape, territory. As proof of the local identity and cultural heritage, we have selected 35

museums divided in six categories: 1. Archaeological museums

2. Museums of Ancient and Renaissance Art 3. Museums of Modern and Contemporary Art

4. Eco – Museums 5. Natural museums

6. Historical museums

In detail:

1. First category "Archaeological museums"

The museums are representative of the evolution of the area from the

Bronze Age to the Spina, one of the most important Etruscan cities and the most ancient human settlement in the area of Ferrara. Very important

also the archeological finds of the Roman period and the Pomposa Abbey,

founded in VII century, at the same time when stood the first residential complex of Ferrara.

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Museo Civico Archeologico “G. Ferraresi”; Museo Archeologico Nazionale; Civico

Lapidario; Museo Riminaldi; Museo della Nave Romana. Il carico; Abbazia di Pomposa e Museo Pomposiano; Museo archeologico: Il Sepolcreto dei Fadieni;

Museo Civico di Belriguardo; Museo del Territorio.

2. Second category “Museums of Ancient and Renaissance Art”

Situated mainly in the historical centre of the town, this category of

museums are representative of the grand style and luxury of the Estensi lordship who ruled the duchy from 1264 to 1598 leaving a lot of historical, literary, artistic, architecture examples of undeniable value. Precious too are the paintings of XVII century.

Casa di Ludovico Ariosto; Museo Civico Argenta; Pinacoteca Civica “Il Guercino”; Palazzo Schifanoia; Casa Romei; Pinacoteca Nazionale; Museo

della Cattedrale; Museo Palazzina Marfisa D’Este; Castello Estense.

3. Third category “Museums of Modern and Contemporary Art”

After a long period of time, the painting of Ferrara returns to shine in the nineteenth century: this category of museums are in fact dedicated to internationally renewed artists. On the contrary few and marginal are the cultural institute dedicated to the artistic expressions of the twentieth-

century.

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Museo d’Arte Moderna e Contemporanea “Filippo De Pisis”; Museo Giovanni Boldini; Museo dell’Ottocento; Galleria d’Arte Moderna Aroldo Bonzagni; Museo

d’Arte Contemporanea Remo Brindisi; Villa Bighi.

1. Fourth category “Eco – museums”

These museums are representative of the naturalistic landscape where

land and water have created changeable and indefinite places of original beauty. They are situated in the Regional Po Delta Park protected areas.

Museo delle Valli Argenta Museo della Bonifica. Impianto di Saiarino; Museo

della Manifattura dei Marinati; Museo delle Valli Comacchio; Il Mulino sul Po; Impianto Idrovoro di Marozzo. Casa della Memoria.

• Fifth category “Natural museums”

They illustrate the evolution of the area and its own peculiarities from a

naturalistic point of view.

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Museo Civico di Storia Naturale; Mesola Museo del Bosco e del Cervo.

• Sixth category “Historical museums”

They are focused on key aspects for the comprehension of the political

and social history of the town such as the presence of the jewish community from the XV century or the struggle for national unification

(Risorgimento) and the resistance mouvement in second world war (1943-1945).

Museo del Risorgimento e della Resistenza; MEIS - Museo Nazionale dell'Ebraismo Italiano e della Shoah; Museo Ebraico.

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The museums are located along 12 municipalities and the province seat town:

FERRARA (17)

ARGENTA (3) BONDENO (1)

CENTO (2) CODIGORO (1)

COMACCHIO (4) COPPARO (1) LAGOSANTO (1) MESOLA (1)

OSTELLATO (1) PORTOMAGGIORE (1) RO (1)

VOGHIERA (1)

The cultural heritage is mostly owned by the municipalities, only 5 museums are owned by the State and just one is owned by the Jewish Community:

Municipal (28) and provincial (1) museums: in Bondeno Museo Civico Archeologico “G. Ferraresi”; in Ferrara Museo Civico Lapidario, Museo Riminaldi,

Casa di Ludovico Ariosto, Palazzo Schifanoia, Museo della Cattedrale, Museo Palazzina Marfisa D’Este, Castello Estense, Museo d’Arte Modera e

Contemporanea “Filippo De Pisis”, Museo Giovanni Boldini, Museo dell’Ottocento, Museo del Risorgimento e della Resistenza, Museo Civico di

Storia Naturale; in Ostellato Museo del Territorio; in Portomaggiore Museo archeologico: Il Sepolcreto dei Fadieni; in Voghiera Museo Civico di

Belriguardo; in Argenta Museo Civico, Museo della Bonifica. Impianto di Saiarino and Museo delle Valli; in Cento Pinacoteca Civica “Il Guercino” and

Galleria d’Arte Moderna Aroldo Bonzagni; in Comacchio Museo della Nave Romana. Il carico, Museo delle Valli, Museo della Manifattura dei Marinati, Museo d’Arte Contemporanea Remo Brindisi; in Copparo Villa Bighi; in Ro Il

Mulino sul Po; in Lagosanto Impianto Idrovoro di Marozzo. Casa della Memoria; in Mesola Museo del Bosco e del Cervo.

State museums (5): Museo Archeologico Nazionale; Abbazia di Pomposa e Museo Pomposiano; Casa Romei; Pinacoteca Nazionale; MEIS - Museo

Nazionale dell'Ebraismo Italiano e della Shoah.

Private museums (1): Museo Ebraico (Jewish community).

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The inclusion of Ferrara site in the World Heritage List assumes the application

of preservation and promotion policies, not only to the single monument, but also to the whole environmental complex in its natural and cultural landmarks.

In an overall strategic perspective aimed at the implementation of general

policies it’s important to highlight the lack of a network and a well-organized provincial museum system, which could lead to advantages in terms of cost-

sharing management, in terms of circulation of ideas, initiatives, development of new projects and improvement in the promotion. The statistical data collected reveals a good number of visitors at the major

cultural institutions, but a minor knowledge of the smaller museums, both in the seat town and in the city of the province.

Visitor's number

Museum

Up to 75000 1

From 50000 to 75000 1

From 25000 to 50000 1

From 20000 to 25000 2

From 15000 to 20000 1

From 10000 to 15000 4

From 7500 to 10000 4

From 5000 to 7500 5

From 2500 to 5000 5

From 1000 to 2500 5

From 0 to 1000 6

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It is important to underline the reduction of financial resources, both public and private, planned for the museum sector, due to the national economic crisis.

This leads to difficulties for museums, especially the most obsolete, to meet adequately the new and increasing demands from visitors. Local museums are strategic instruments of cultural policies and tourism, but,

if they are not adequately supported, they will lose the opportunity to become

modern museums: therefore no live cultural centres, producers and disseminators of knowledge, places of active public interaction, generators of

emotions and experiences.

It should be also mentioned the earthquake in May 2012: in some cases the damage caused to the historic buildings and museums has been so serious that

they are not yet available for visitors.

In order to promote the cultural heritage, the Province of Ferrara has a reliable and efficient Tourism Service, involved in the organization of many different

regional, national and international events.

For a good flow of information there are several Tourist Information Offices

spread all over the territory. They provide information about touristic facilities,

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historical, artistic and environmental places of interest, events and cultural

initiatives:

• Tourist Information Office of Ferrara • Tourist Information Office of Argenta • Tourist Information Office of Cento

• Tourist Information Office of Codigoro - Pomposa Abbey • Tourist Information Office of Comacchio • Tourist Information Office of Lido degli Estensi

• Tourist Information Office of Lido delle Nazioni • Tourist Information Office of Lido di Pomposa

• Tourist Information Office of Lido di Spina • Tourist Information Office of Lido di Volano

• Tourist Information Office of Porto Garibaldi • Tourist Information Office of Goro

• Tourist Information Office of Mesola

In 1999, to promote the Ferrara province by the best way, a tourist logo has

been created in order to represent the area as a tourist destination.

“Ferrara Terra e Acqua” arises from the need to have an unique and recognizable element of an exclusive area marked by several aspects very

different among them, but linked by two undisputed protagonists: the land and the water.

Museums are been included in the tourist circuits and they are visible on the

Ferrara Province Tourist web site: www.ferraraterraeacqua.it

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In the all territory the presence of cultural associations is quite good. They contribute to enrich the cultural offer with periodical initiatives, cultural entertainments, historical and artistic researches. From May 2011 onward, there is a new web site:

http://reteferraracultura.comune.fe.it/ that assembles all the local cultural associations. This web site, directly managed by cultural associations of the city, with the assistance of Ferrara’s Municipality, is a friendly and effective instrument to

share all the planned events. The associations can also share documents, spaces and equipment, and can plan public cultural initiatives.

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The analysis of the state of play has highlighted the following points of weakness:

• Fragmentation of the cultural offer and an unequal level of services for

visitor amongst the different museums.

• Lack of information and links in order to give to the tourist a global vision of the province cultural resources.

• Inhomogeneity in the promotion strategy and marketing for the cultural

offer conveyed by the site’s manager

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3. Swot Analysis

STRENGTHS • Rich historical arts heritage • Rich environmental heritage

• UNESCO acknowledgement “Ferrara, City of the Renaissance and its Po

Delta” • Several museums comply quality

standards

• Presence of a good number of cultural associations

• High tourist flows in the city and on the seaside resorts during all year round

• Large number of national and

international events

• Active and efficient Tourism Service • Presence of University • Satisfactory cooperation with IBC

(Emilia-Romagna Region institute for arts, culture and the

environmental)

WEAKNESSES • Damages after the earthquake

of May 2012

• Some museums don’t observe quality standards

• Some museums have old and not enough attractive and pleasant setting

• Lack of new technologies and multimedia tools

• Some museums have seasonal opening

• Difference of opening times

• Weak coordination museum

network about management,

planning of activities and promotion

OPPORTUNITIES

• Presence of UNESCO SITE “Ferrara, City

of the Renaissance and its Po Delta“ MANAGEMENT PLAN

• Availability of resources from european projects

• Will to coordinate actions to enhance

cultural heritage • All the museums are included in the

tourist circuits and they are visible on Ferrara Province Tourist web site

THREATS

• Severe economic downturn

• Inadequate municipal and regional economic resources

• Difficult collaborations amongst several municipalities and stakeholders

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4. Vision

The Ferrara province museums are not included in an organized network that could help them to have a coordinate promotion policy and an improvement in management skills

In a so constructed and complex panorama, the creation of a museum system in the future: the public and private museums of the territory should be offered to the tourist in an unitary way, creating synergies among the institutions and

optimizing their resources. The goal is the coordination of actions involving more institutions, developing the museum offer towards a more and more

interested public. The realization of a MUSEUM SYSTEM OF THE FERRARA PROVINCE is

the main challenge. A global strategic vision could helps, in fact, to program and coordinate

promotion and valorisation activities of the museums involved, to program a large-scale adoption and enforcement of quality standards and to implement

economy strategies.

In practice, the Museum System could be able to operate in different areas:

� Coordination and financing

� Promotion and valorisation

� Cataloguing

� Preservation and restoration

� Safety measure

� Publishing

� Didactics

� Professional training

Museums offer a contribution to the local economic development policies, based on cultural tourism. The main goal of the museum system should be to implement shared actions, with the purpose of presenting to visitors and

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tourists the rich cultural heritage of the whole province and the real value of

the local territory.

This will hopefully result in an increase in the number of visitors for each point of interest, through a greater flow of information and an improvement of public relations.

It should look really necessary to increase the collaboration amongst different public bodies, owners of museums, managers and all the other stakeholders,

with the common goal of enhancing the cultural heritage, seen as the best form of protection for the public good.

However, museums are not only one of the many tools to attract tourists, they are mainly a value that should be recognized by the whole community, and

only secondarily they are a way to increase the tourism and to increase economic development.

It is essential to increase the interest of the museums for all kind of visitors, in

terms of ages, interests, cultural back ground and so on. To achieve this result, it is important to diversify and to promote all the activities and initiatives that

are planned, not only to tourists, but especially to local citizens. Only in this way, the general opinion about the museums will change, and local citizens will

be aware of the real value of the museums.

In the province, there are several voluntary and cultural associations. It should

be important to improve synergies with them, in order to promote the use of cultural heritage and to increase the education to the citizens, their active participation in the life of museums, and the sense of local identity.

A museum that wishes to be fully recognized and legitimized by their

community, should be open, able to let the citizens perceive its real role in educational, cultural and social for the area, and it should pick up the thread of

the dialogue with the whole community.

The general goals for the MUSEUM SYSTEM OF THE FERRARA PROVINCE are:

� A qualitative and quantitative increase of tourist services.

� A greater enhancement of sites in economic terms.

� An efficient promotion of the whole province cultural heritage.

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5. Strategy

The CHMS involves thinking about both, long and short term goals. The long term planning, tends to involve changes to facilities and operations that typically require large investments of resources, committed over long time

periods. On the other hand, short term goals can be achieved sooner and they are probably less complex.

Short/Medium Term

It’s important to create a solid museum network, in order to strengthen and

develop a solid collaboration amongst all the sites of interest of the Ferrara province, and to build and share a strong territorial identity.

The main activities are:

� MyFe – Ferrara Tourist Card

� Castle's Friends Group � HerMan Project – Pilot Action: A movie for Ferrara museum

� An alternative exhibition for closed museums � A permanent round table

Medium/long Term

The challenge is the permanent stabilization of a ”System of Ferrara Museums

and Cultural Heritage” to promote all the cultural heritage, including sites not yet known. The system will be based on an agreement between the Province of

Ferrara and the institutions and organizations interested in.

The slogan should be “working together to work better”.

The Museum System of the Ferrara Province will have the purpose to promote the public and private Museums and Collections of the provincial territory in an

unitary way, creating synergies among the institutions in order to optimize their resources.

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Several projects were accomplished and many are carrying out, both on the

communication field (publications, formats, informative operations) and on the structure (feasibility studies, educational projects).

The goal is the coordination of actions involving many institutions, developing the museum offer towards a more and more interested public. A local museum

network for the province of Ferrara will provide a new exciting opportunity to people of all age, students, art and culture lovers and tourists.

Thanks to Museum System, it will be easier to discover and know the rich and different cultural heritage guarded in the museums and collections throughout the territory. The Network has not only the purpose of coordinating functions

and actions to promote the museums, their treasures and the collections of the Ferrara area in order to improve and increase the quality and the variety of services offered to citizens. The Network also promotes the interchange of

data, information and equipment between the Authorities taking part in the project, therefore to promote the training and updating of professional people

in the different area of the museums.

Local, public or private Authorities can join the Network when they have museums or collections recognized by Emilia Romagna Region.

The system will be based on an agreement between the Province of Ferrara

and the institutions and organizations interested: several local municipalities, Superintendence for Archaeological Treasures of the Emilia-Romagna Region,

and private museums owners, in order to promote a cultural heritage which was not yet known enough.

The "System of Ferrara Museums and Cultural Heritage" should become a

unique macro museum area, quite independent of the single ownership structures. The purpose to be achieved is to get the right level of economic independence

for all the members of the system, necessary to ensure the functionality and the subsistence of the cultural institutions, even the less equipped organizations, in order to cover the present gap of human and financial resource, and to increase the services available for the tourist in terms of

quantity and quality.

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6. Benchmarking

In order to maximize the results, a comparison activity will be implemented. Other existing models, such as the museum systems of medium size Unesco towns not far from Ferrara will be analyzed to assess and possibly relocate

main positive aspects and strengths. In consideration of the historical and artistic characteristics, very similar to

those in our area, the focus will be on:

� Mantova museum System http://www.sistemamusealeprovinciale.mantova.it/index.php/

� Udine museum System

http://www.provincia.udine.it/musei/italiano/Pages/default.aspx

� Polesine museum System http://www.smppolesine.it/home/pagine/home.php

� Savona museum System

http://turismo.provincia.savona.it/it/musei

� Ravenna museum System

http://www.sistemamusei.ra.it/

� Modena museum System http://www.museimodenesi.it/

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7. Stakeholders involved or to be involved:

Institutions/ Cultural associations

Contribution for the project

Already involved into the project

Province of Ferrara

Leader for the coordination

and the promotion of the project

Yes

Municipality of Ferrara

Main partner for the

realization of the project

Yes

All other minor municipalities of

the province

Major partners, contribution

to the project

Yes

IBC Emilia-Romagna Regional Authority’s Institute of Artistic,

Cultural and Natural Heritage

Collaboration for the realization of the project and

all the others related actions

Not yet

Superintendence for Archaeological and

Environmental Heritage



Not yet

Po Delta Park



Not yet

University of Ferrara



Not yet

Cultural associations


all others related actions

Yes

Schools Collaboration for the Not yet

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realization of the project and


Museum managers



Yes

Private museum owners

Collaboration for the realization of the project and all the others related actions

Yes

Touristic managers

Collaboration for the realization of the project and all the others related actions

Yes

8. Timeframe:

2014 • Almost all the mid and short term actions will be concluded

2015

• Half-yearly monitoring of the completed actions • Start-up of the remaining midterm actions

2016

• Feasibility analysis of long-term actions • Half-yearly monitoring of the completed actions

2017

• Start-up of the mid and long terms actions

2020

• Conclusion of the mid and long terms actions

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9. Sources of funding

European Programmes

It is possible to envisage the use of EU funds for the construction or improvement of certain aspects of this local action plan. On the basis of the

next EU programming period the following programs can be considered as possible financing instruments to improve the local situation:

CREATIVE EUROPE

Creative Europe is the European Commission's framework programme for

support to the culture and media sectors.

The Creative Europe programme has two sub-programmes, Culture and MEDIA,

in addition to a cross-sectoral strand. Under the Culture sub-programme, opportunities exist for:

• Cooperation between cultural and creative organisations from different

countries;

• Initiatives to translate and promote literary works across the European

Union;

• Networks helping the cultural and creative sector to operate

competitively and transnationally;

• Establishing platforms to promote emerging artists and stimulating European programming for cultural and artistic works.

CENTRAL EUROPE 2020 Cooperation Programme

The transnational programme CENTRAL EUROPE will support regional cooperation among central European countries in the upcoming programming period 2014-2020. Key variables of the programme were agreed by

participating Member States following thorough consultation with relevant partners and stakeholders in 2013 and the first call is expected in 2015.

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Adriatic - Ionian

The program supports the collaboration with the Balakans country and it has a

specific thematic objective addressed to the promotion of tourism and cultural heritage.

National Funds

National Law n. 77/2006, Special measures of protection and use of the Italian

sites of cultural, scenic and environmental interest, inserted in the List of World Heritage, placed under the protection of UNESCO, which provides, among other

things, financial assistance to support activities to promote, communicate Unesco sites.

The economic resources that assure the improvement of the cultural heritage, the care of the collections and the museums management come from public

financing (regional grants or economic resources available by the municipal administration). Emilia Romagna Region – L. R. Regional Law n.18, 24th March 2000, Rules about libraries, archives, museums and cultural heritage

The municipal museum management is an integral part of the municipal administrative budget, within the chapter for budget spending for cultural initiatives.

Financial funds

Institution/Level

Reference law

European Union

Cooperation programs of the European Commission 2014-2020

Republic of Italy

Law n. 77/2006

Emilia Romagna Region

Regional Law n.18/2000

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Province of Ferrara and

local municipalities

Municipal administrative budget

Private museum owners

External funds

10. Integration with other projects Project Title

Benefit from collaboration

OpenMuseums - Italian and Slovenian museums in network: development

and technological innovation in the museums of the cities of the Northern Adriatic

(EU cooperation program Italy-Slovenia 2007-2013)

The general objective that OpenMuseums is to

qualify and promote the museums of the Italia-

Slovenia area improving quality standards in order

to increase the attractiveness and appeal to diversify

the target and encourage the enjoyment and the

increase of visitors. The museums partners intend to

move towards a transformation from enclosed places

where they staged exhibitions in the traditional way,

in places open to culture, aimed at both the local

population and visitors from near and far. The

introduction of innovative elements will be key to

attracting new users. A new international network

will be created where space will be given to the

exchange of ideas and knowledge and the

organization of joint events.

Hopefully it will be possible to transfer some of the

solutions developed at the international level in the

creation of a local museum network. Special

attention will be paid to the use of new computer

technology in the presentation of the collections and

innovative solutions to improve marketing and

communication strategy

Expo AUS - EXtension of POtentiality of Adriatic Unesco Sites

The overall objective of EX.PO AUS is to devise and

test a structured, innovative and long term strategy,

aimed at the management and enhancement of the

UNESCO sites of the Adriatic basin, through the use

of innovative ideas, tools, and actions that allow

them to develop an appropriate management and

will enable an economic value from different points

of view, including that one of ecological and energy

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(EU cooperation program IPA Adriatic

2007-2013)

efficiency. The management and enhancement of

the heritage sites of UNESCO is in fact a very

complex challenge, ranging from the preservation of

cultural and natural heritage, inherited from past

generations, his reconciliation with the requirements

related to the development and planning, to the

promotion of a proactive strategy to develop tourism

and economic activity in general, which should

involve a number of public and private actors. The

strategies and innovative actions carried out within

the project could be transferred, at least partially,

even on the museum system of the provincial

territory that remains nevertheless one of the

instruments with the greatest potential for the

promotion of the entire local cultural heritage

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Local Action Plan

The objective of the Local Action Plan is to implement shared actions to

promote the whole cultural heritage of Ferrara Province in an unified manner and as part of a strategy and not ad many separate units. This can be made

through a deep collaboration between the different owners of the museums, the cultural associations and the stakeholders.

11. Proposed Activities

MyFe – Ferrara Tourist Card

From a few months, tourists can enjoy the use of "MyFe" – the Ferrara tourist

card, created to give them a wide range of benefits and services.

This is the result of a major agreement between the Ferrara Province and the socio-economic environment of the city in its various forms.

From the website www.myfecard.it it possible to read:

“MyFE is the tourist card for the city of Ferrara. It is a key that opens the doors to the best of the city and helps you discover its treasures.

With MyFE you have a single pass to a system of services that tourists normally

have to look for by themselves.

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A tourist card is an essential tool for those who wish to get to know and

experience the full the area in which they are. It is a map of the city’s main sights and its interesting features, a map of Ferrara’s monuments, history and

landscape, plus a passport to local food, wine and shopping. As well as an advantage for visiting the city’s museums, MyFE helps you to

discover new paths and forge new connections, enriching an important cultural heritage that has remained largely unknown even today.

MyFE card was designed to make your visit to Ferrara a special experience, so that you can spend time calmly exploring every nook and cranny and enjoy the city’s great history and charm. This is an opportunity to experience the city in complete freedom. With MyFE

card, you are the star”. MyFE card comes in three types: according to the number of days it is valid for.

2 days (one night) for 10 € 3 days (two nights) for 12 €

6 days (up to five nights) for 18 €

The MyFE tool includes a wide range of benefits and various advantages: • Allows free access to the city’s museums

• Allows tourists to avoid paying tourist tax (for one, two or up to five nights depending on the type of card they choose)

• Provides benefits for temporary exhibitions at the Palazzo dei Diamanti, shows, at the Municipal Theatre of Ferrara, and concerts of Ferrara

Musica • Get discounts at hotels, accommodation facilities, restaurants, and stores

in the MyFE network • Provides a 10% discount off for taxis and the "Bus&Fly" shuttle service

between Ferrara and G. Marconi Bologna Airport • Provides special offers created just for events and festivals around the

city.

The MyFe is on sale online and in 5 museums. Next year will be evaluated the possibility to extend the advantages of the

MyFE card also to the museums of the province territory.

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Castle's Friends Group

Recently an agreement between Este Castle and local tourism entrepreneurs has been activated: “The Castle's Friends”

According to this new specific partnership agreements, all the guests of hotels,

travel agencies and tour guides members of the "Castle's Friends" group can have a discount: 1 euro on both, full and reduced Price, for visit the castle.

A video for Ferrara museums, HerMan Project – Pilot Action

The pilot action is in line with the objectives and purposes of the CHMS, which

has the purpose to introduce and enhance the whole cultural heritage of the province of Ferrara.

Aim of the video is to give a general vision of the Ferrara province territory and

of the museums that here are located, in a funny and appealing way. The video will address a wide and varied public: Ferrara’s own citizens wishing

to rediscover their history and the cultural heritage of their city, tourists, university students, foreign communities resident in the area, economic

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operators who frequent the city and the coast, educational institutes and young

people in general. By means of the movie a better flow of information will be generated and this

will allow an increasing in the number of visitors in all the territory museums.

The idea of the movie to enhance the cultural heritage of Ferrara province, has

been generated comparing the promotion strategy of the MUSEUM OF THE HISTORY OF BOLOGNA IN PALAZZO PEPOLI, where, a Virtual Theatre has been

created. Into the virtual theatre a stereoscopic 3D cartoon on the history of Bologna is projected, the cartoon is a perfect mix amongst the newest

technologies and the philological rigor, and gives information to the tourists in a funny way.

In the Museum of the history of Bologna is set up a museum itinerary dedicated to the history, culture and transformations of Bologna, from the

Etruscan “Felsina” to our times. The various ups and downs of the local

community are narrated in an innovative and dynamic fashion using striking interactive display techniques that are both appealing and largely unknown in

the country.

The goal of pilot action is to offer to visitors a multimedia area, a place where they could have a veritable digital full immersion, to discover the cultural

heritage of the Ferrara Province in an innovative and entertaining way.

An immersive space, where you can see a short film (15 minutes approximately): a movie which combines a large philological rigor and the most

innovative technologies with the aim of providing information in a funny way.

The site will be the Este Castle and the Cinema will be insert in the present museum itinerary.

This new service could be reproduced in every museum: a museum network where every knot could have a multiplying effect of information, pointing out to

tourists other places of interest. The multiplying effect starts from Este Castle, the most important monument in town and the first welcome and orientation place for tourists: here a

comfortable space will be set up, particularly right for families and school

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groups, where it will be possible to discover the entire cultural heritage of the

province as well as local events.

The expected results are related to increase knowledge about local identity, to support mutual integration among the institutions in order to optimize their

resources: a global vision to promote territorial cultural offer and to enlarge visitor number.

An alternative exhibition for closed museums

Because of the damages caused by the earthquake of May 2012, some museums are still closed, it is considering the possibility to show their works of

art in other places. Province and Municipality of Ferrara, for instance, are evaluating the possibility to exhibit the collection of Modern and Contemporary

Gallery in the Este Castle.

A permanent round table

Scheduled for next year is the setting up of a permanent forum amongst public

bodies, museum owners, cultural associations etc, with the aim of keeping active discussions on issues concerning cultural heritage.

12. Timetable for the implementation and references

2014 2015

Action

June July November/

December

January February

MyFe Card Monitoring

first semester (Jan - Jun)

Monitoring

second semester (Jul - Dec)


Monitoring first semester (Jan - Jun)

Monitoring second semester (Jul - Dec)

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HerMan Pilot

Action

Public

Tender

Completion

and distribution of

the video

Alternative Site for

closed museums

Start up

Round Table Start up

Action Responsible body Primary Stakeholders

MyFe Card Ferrara province and Municipality

Museum owners and local tourism entrepreneurs


Province of Ferrara Local tourism entrepreneurs

HerMan Pilot Action Province of Ferrara Museum owners and

cultural associations

Alternative Site for

closed museums

Province of Ferrara and

Municipality

Museum owners

Round Table Province of Ferrara Museum owners and

cultural associations

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13. Evaluation: MONITORING and INDICATORS

Monitoring will be carried out every six months and will be managed in cooperation by the institutions responsible for the management of individual museums, the local tourist service and local public bodies The results of the

action plan will be evaluated monitoring and comparing several indicators:

� Increasing of interest and of information required from visitors about the

museum network

� Visitors number of all provincial museums, especially for the less famous

(estimated increase of about 5% in a year)

� Increasing of the tourist level satisfaction for the new services available,

monitored by means of dedicated question inserted into the general

satisfaction questionnaire given out in all network museums.

cultural heritage management strategy province of ferrara

Documents