LEAD Partner Veneto Region - Public Works and Sport Section, Italy ERDF Partners Ministry of Culture, Romania Aitoliki Development Agency S.A, Greece Association for Preservation and Research Graz University of Technology, Austria of the Austrian Cultural Heritage, Austria Venice Water Authority, Italy Regional Agribusiness Centre Vidin, Bulgaria Regional Union of the Chamber of Commerce, Veneto, Italy IPA Partners Ministry of Culture, Republic of Macedonia Ministry of Culture, Montenegro Ministry of Culture and Information, Serbia Strategic associated Partners Municipality of Despotovac, Serbia Municipality of Zagubica, Serbia Observer Partners Council of Europe, France Art Kontakt, Albania Venice City Council, Italy CULTURAL TERRITORIAL MARKETING Project co funded by the EU,within the framework of the South East Europe transnational cooperation programme The publication reflects the author’s views. The SEE Managing Authority is not liable for any use that may be made of the information contained therein General Editing Regione del Veneto Copyright Regione del Veneto and all Cultema project partners, Venice, 2014 Pubblication framework Raffaella Lioce General proof reading Valeria Brunelli English Proof reading Studio Moretto Graphic project www.urbanpress.it with Davide Longhi, Denis Bordignon, www.patchworkstudio.it Photo credits: IRVV archive, Petya Asenova, Ivan Djokovic, Dejan Gileski, Robert Jankuloski, Elham Madadi, Dusko Miljanic, Kostas Petsas, Studio Photoliu, Alexander Shmiderer, Simon Thurley, Frantisek Zvardon Photo cover: Zabljak Crnojevica, Montenegro, photo by Dusko Miljanic cultema cultural territorial marketing in the south east europe foreword cultema project presentation cultema project: tools and practices for cultural heritage enhancement in the south east europe 21 methodological approach and tools sustainability of cultural heritage management 29 cultural heritage in europe: an opportunity for more sustainable development for the whole european space 45 knowledge: a precondition for assessing cultural investments opportunities cultema database and evaluation tool 51 cultural governance in south east europe 65 cultema territorial marketing strategy, an overview 79 web tools for communication and marketing 89 local development pilot plans from knowledge of the past, to opportunities of the future. the enhancement of venetian villas 95 the venetian defense system 101 cultural system enhancement: strategies, scenarios, feasibility. the case of venetian villas and fortresses 113 the planning of heritage-based development scenarios in the rupea-cohalm area 119 the case of nafpaktia: potential scenarios for sustainable use and enhancement of cultural heritage municipal owned buildings 125 cooperation and effective reduction as a development strategy 133 cultural heritage for local development and investments in south east europe 151 opportunities for investments in cultural heritage in debar - reka region, republic of macedonia 157 people and the lake. opportunities for local development and investmentsin skadar lake region 173 mainstream and follow up laboratory network 183 project communcation strategy 189 the investment and the investitors in the cultural heritage: good praticties 193 cultural heritage adaptive reuse: a drive for sustainable development 197 partners and working groups 205 foreword The CULTEMA project has assumed a key role in the framework of the Ve- neto’s Region foreign policy and international relations in the geographi- cal area of South East Europe, at the same time confirming the barycentre position of the Veneto Region and of Venice as international crossroad for cultural relations and meeting point for foreign populations. The project’s outstanding vocation for international cultural cooperation is confirmed by the relevance of the partnership: 13 partners and 3 observers from 10 different countries in a balanced and comprehensive representa- tion of public and private institutions ranging from ministerial to local level. A further value for the project are it’s achievements, included in a wider joint framework European Commission-Council of Europe “Regional Pro- gramme on Cultural and Natural Heritage in South East Europe – RPSEE” of the capacity building process and of sustainable economic development through the enhancement of the cultural and natural heritage. The goals and the results of CULTEMA are on the same wavelength as the Veneto Region, which has set up initiatives of international cultural coope- ration that go beyond the regional and national borders and which the ac- tions of the institutions cannot disregard in the perspective of a European Union enlarged to the Balkan countries. CULTEMA’s leitmotiv of the convergence between economic efficiency, cultural diversity, social cohesion and environmental balance has found a synergic realisation in the survey of two peculiar typologies of widespread heritage assets in our Region: the Veneto’s Villas with 4.000 sites and the fortifications with over 200 assets, both of them of unquestionable historic and architectonic value, which represent a tangible and intangible herita- ge of our community that must be safeguarded and enhanced in the fra- mework of a harmonic intervention of public and private actors. The CULTEMA project has highlighted the different potentialities of the cul- tural sites, whose tutelage and safeguard nowadays require greater and greater support from private resources. The perpetuation of the CULTEMA networking and the dissemination of the results will be ensured by a Memorandum of Understanding and by the opening of three Cultema Laboratories in Venice, Graz and Belgrade, which will be the focal points for all the public and private stakeholders in the wide range of cultural sites. The Venetian Cultema Laboratory has been established in the historical for- tified site of Forte Marghera, thanks to a synergic agreement between the Veneto Region, the City of Venice,the Marco Polo System G.E.I.E and the support of the Council of Europe, Venice Office. On. Marino Zorzato on the left Vicepresident of the Veneto Region and Councillor for Environment, Culture and General Affairs View of Venice 11 The implementation of the CULTEMA project has been an added value for the Public Works Section of the Veneto Region. The mutual exchange of experience and best practices of assessment, management and enhance- ment of the cultural sites of the 13 partners provided an effective benefit to all the relevant actors and public/private stakeholders directly or indirectly involved in the cultural heritage. The CULTEMA project enhanced the su- stainable economic potentialities of the cultural sites according to a range of criteria capitalising the partners’ experience in the joint EU Commission – Council of Europe of the Regional Programme for Cultural and Natural He- ritage of South East Europe (RPSEE) component C Local Development Pilot Projects (LDPP). The leitmotiv of the Cultema project is the acknowledged awareness that historical and architectonic values and cultural heritage are a sound factor of local sustainable growth included into regional and tran- snational territorial development strategies. In this perspective, the Veneto Region plays a key-role by including the safeguard, and the preservation of the landscape in the Regional Territorial Coordination Plan (PTRC); this in turn means also protecting the existing historical and monumental ele- ments that bear witness to the works of men. Mariano Carraro Director of Public Works Section (Pub. Wks., Energy, Residential Dwellings) on the left Urban Security, Local Police & planning. Reg. of the Veneto Region Villa Fulcis Montalban, Belluno, Italy 13 The CULTEMA project is a milestone in the field of cultural heritage with the outstanding results achieved during the 30 months of its implementa- tion. Starting from the dissemination and awareness activities on the key role of cultural sites from the historic, architectonic, social, environmental and anthropological point of view in the society of the 21thcentury, a joint ERDF-IPA countries trans-border plan of communication has been deve- loped with the result of mobilising and gathering together policy makers and public-private stakeholders and investors. During the project, 3 inter- national conferences and 7 workshops in 5 countries took place. Moreover, 5 focus groups of local economic actors linked to the cultural field activa- ted local virtuous processes of cross-fertilization that will produce benefits in the medium-long term. CULTEMA has also performed training sessions to enhance the capacity building of the technical and managerial leader- ship of the cultural heritage, subsequently empowering also the upgrade of civil servants employed in the field of cultural heritage. One of the most relevant core output of the project is the finalisation of one model of tran- snational governance of the tangible and intangible heritage applied to the socio-economic context of the SEE and this tool is pivotal also in the perspective of the enlargement of the EU’s countries membership. Another effective contribution of CULTEMA is the set-up of two database: 1)Database of 90 surveyed cultural sites analysing the economic potentia- lities according to a specific range of criteria; 2)Public database of 40 cultural sites of mainly public property at disposal of advanced planning of the private sector in the cultural, touristic, free time, and trade fields. Another key result has been the finalisation of a transnational