FestivAlContrario
Basic information
Project Title
FestivAlContrario
Full project title
FestivAlContrario - Vivere la Val Neva
Category
Regaining a sense of belonging
Project Description
We are in Val Neva, a valley halfway between the Alps and the sea, immersed in the wilderness of western Liguria’s rugged inland and the fairy-tale-like architecture of its medieval villages. FestivAlContrario is a multidisciplinary project at the intersection of music, theatre, art, and nature. Inspired by the cultural identity of these places, FestivAlContrario aims at fostering local development policies and actions through culture, with the objective of regenerating those territories.
Geographical Scope
Local
Project Region
Castelvecchio di Rocca Barbena (SV)
Zuccarello (SV)
Erli (SV), Italy
Zuccarello (SV)
Erli (SV), Italy
Urban or rural issues
Mainly rural
Physical or other transformations
It refers to other types of transformations (soft investment)
EU Programme or fund
No
Description of the project
Summary
FestivAlContrario is a multidisciplinary cultural project aimed at promoting high-quality cultural consumption, tourism and local development in Val Neva, a wild and sparsely populated valley in the inland of the Province of Savona, Liguria (Italy).
The project long-term goal is to create a virtuous circle among stakeholders, possible future inhabitants of the valley, and to extend and expand cultural events and other essential services for the local community beyond the summer season, which are currently very limited.
Some of FestivAlContrario key specific objectives are: (1) promoting place identity through cultural and outdoor projects; (2) creating a destination brand and fostering sustainable tourism; (3) developing skills through education and training; (4) safeguarding and regenerating the local environment and traditional (agricultural) practices.
So far, the main achieved outcomes of the project are: (1) increased audience participation in cultural events and related media coverage; (2) heightened awareness of place identity and value by the local community; (3) increased communication, networking and cooperation among stakeholders.
Born in 2021, the festival takes place yearly over two months (July and August) in Val Neva's medieval villages and comprises a rich calendar of events and activities including: live music performances, drama, guided hikes and bike rides, interactive workshops and public debates. The main target groups are local communities, (international) tourists, children and families, specific audiences.
Complementary to the main performative proposal, the 2023 edition of the festival was marked by three main side events organized in partnership with other organizations: a remote-work week for young professionals, a professional training course for "festival-makers" and an on-site trail building workshop for MTBs.
The project long-term goal is to create a virtuous circle among stakeholders, possible future inhabitants of the valley, and to extend and expand cultural events and other essential services for the local community beyond the summer season, which are currently very limited.
Some of FestivAlContrario key specific objectives are: (1) promoting place identity through cultural and outdoor projects; (2) creating a destination brand and fostering sustainable tourism; (3) developing skills through education and training; (4) safeguarding and regenerating the local environment and traditional (agricultural) practices.
So far, the main achieved outcomes of the project are: (1) increased audience participation in cultural events and related media coverage; (2) heightened awareness of place identity and value by the local community; (3) increased communication, networking and cooperation among stakeholders.
Born in 2021, the festival takes place yearly over two months (July and August) in Val Neva's medieval villages and comprises a rich calendar of events and activities including: live music performances, drama, guided hikes and bike rides, interactive workshops and public debates. The main target groups are local communities, (international) tourists, children and families, specific audiences.
Complementary to the main performative proposal, the 2023 edition of the festival was marked by three main side events organized in partnership with other organizations: a remote-work week for young professionals, a professional training course for "festival-makers" and an on-site trail building workshop for MTBs.
Key objectives for sustainability
In terms of sustainability, the project has three main objectives: (1) reduction of the environmental impact of cultural initiatives; (2) education for sustainable development, (3) long-term policies and actions for land regeneration and safeguarding.
Considering the first objective, each event belonging to the festival was chosen considering its environmental impact, privileging small-scale events needing limited energy consumption, temporary infrastructure and waste.
Considering education, several of the festival’s events had a focus on sustainability, in particular a series of workshops for kids, all the outdoor activities (which were generally guided and sensitised publics on the protection of the local environment and biosphere), and a concert with lighting and amplification entirely powered by pedal-generated electricity using bicycles.
Regarding long-term actions and policies, FestivAlContrario aims at initiating and stimulating discussions and concrete projects on the protection of the local environment, its maintenance and the re-discovery and promotion of traditional (and now endangered) agricultural practices, for example chestnut forests. Finally, FestivAlContrario aims at creating and maintaining sustainable forms of tourism, at the intersection of culture and sustainable, low-impact outdoor activities.
Considering the first objective, each event belonging to the festival was chosen considering its environmental impact, privileging small-scale events needing limited energy consumption, temporary infrastructure and waste.
Considering education, several of the festival’s events had a focus on sustainability, in particular a series of workshops for kids, all the outdoor activities (which were generally guided and sensitised publics on the protection of the local environment and biosphere), and a concert with lighting and amplification entirely powered by pedal-generated electricity using bicycles.
Regarding long-term actions and policies, FestivAlContrario aims at initiating and stimulating discussions and concrete projects on the protection of the local environment, its maintenance and the re-discovery and promotion of traditional (and now endangered) agricultural practices, for example chestnut forests. Finally, FestivAlContrario aims at creating and maintaining sustainable forms of tourism, at the intersection of culture and sustainable, low-impact outdoor activities.
Key objectives for aesthetics and quality
FestivAlContrario’s primary intent is to incentivise forms of culture that look at the future with attention and respect at the past and traditional knowledge, which dignify all that is memory, practical know-how, orality, tradition - tools which all constitute the current cultural heritage, starting point for the construction of any future.
This intent is reflected in the artistic proposal of the Festival, which includes several performances and initiatives inspired by the local history, anecdotes and heritage. Examples of those have been the realisation of a documentary on the local topography using traditional and dialectal nouns and the theatrical narration of some of the most significant events which took place in the territory in the last century.
More broadly, FestivAlContrario engages the visitor in a multifaceted and profound dimension of beauty and aesthetic experience. The pure air quality enhances sensorial experiences, the nervous system is immediately stimulated, the visitor’s perception changes - interiorising the external world, making it one with one’s internal landscape. The natural landscape, the village’s picturesque medieval architecture and the quality of FestivAlContrario’s shows and performances all blend and become intertwined in the spirit of the spectator.
This intent is reflected in the artistic proposal of the Festival, which includes several performances and initiatives inspired by the local history, anecdotes and heritage. Examples of those have been the realisation of a documentary on the local topography using traditional and dialectal nouns and the theatrical narration of some of the most significant events which took place in the territory in the last century.
More broadly, FestivAlContrario engages the visitor in a multifaceted and profound dimension of beauty and aesthetic experience. The pure air quality enhances sensorial experiences, the nervous system is immediately stimulated, the visitor’s perception changes - interiorising the external world, making it one with one’s internal landscape. The natural landscape, the village’s picturesque medieval architecture and the quality of FestivAlContrario’s shows and performances all blend and become intertwined in the spirit of the spectator.
Key objectives for inclusion
Considering inclusion, a key idea behind FestivAlContrario is the inclusion of local communities and stakeholders in all phases of the project, from co-design, implementation and realization of events. All details about the involvement of civil society actors and other stakeholders are described in the answers to the two questions below.
On more specific aspects linked to accessibility and affordability for audiences and visitors, FestivAlContrario strives to incentivize cultural consumption for all by offering free tickets and/or significant discounts to several target groups, other than having a quarter of its events with free entry for everyone. Specifically, all local residents hailing from Val Neva are given free passes for all FestivAlContrario events. Children, youths, elderly and families are also given particular attention with heavily reduced ticket prices and special deals. Moreover, for all artistic residencies and on-site workshops we pursue affordability policies, working with local businesses to offer controlled and low prices for food and hospitality, and starting in 2023 we opened a directly operated bistro with affordable prices and a focus products sourced from local supplies (e.g. cheese, beer, wine, coffee…). Overall, the main goal here is to protect this territory from actions of mere tourism exploitation and favouring a hospitality and welcoming culture where personal relationships is at the fore. On this, we believe that our model can be exemplary for others.
On more specific aspects linked to accessibility and affordability for audiences and visitors, FestivAlContrario strives to incentivize cultural consumption for all by offering free tickets and/or significant discounts to several target groups, other than having a quarter of its events with free entry for everyone. Specifically, all local residents hailing from Val Neva are given free passes for all FestivAlContrario events. Children, youths, elderly and families are also given particular attention with heavily reduced ticket prices and special deals. Moreover, for all artistic residencies and on-site workshops we pursue affordability policies, working with local businesses to offer controlled and low prices for food and hospitality, and starting in 2023 we opened a directly operated bistro with affordable prices and a focus products sourced from local supplies (e.g. cheese, beer, wine, coffee…). Overall, the main goal here is to protect this territory from actions of mere tourism exploitation and favouring a hospitality and welcoming culture where personal relationships is at the fore. On this, we believe that our model can be exemplary for others.
Results in relation to category
Considering the category we applied for “Regaining a sense of belonging”, all asset types identified in the NEB framework have been addressed by the project linked to FestivAlContrario. Indeed, culture, nature and local society are all at the core of the project. This paragraph briefly describes the main outcomes in a qualitative manner. Quantitative data on the results of the festival can be found in the end of activities report.
Some of the most evident results and impacts of FestivAlContrario on this include: (1) a significantly increased media coverage to the Val Neva territory and its activities, leading to an enhanced pride and sense of belonging, a better management and increased ambition by the local community; (2) a significant growth of culture-based tourism thanks to word-of-mouth and a successful communication campaign, with as a subsequent impact on the local community an enhanced value of its importance in terms of local traditions and know-how; (3) increased outdoor and nature-based tourism, with triggering of processes overcoming parochialism and internal divisions between local communities in favour of collaboration between local actors and broader ones, such as the Finale Outdoor Region; (4) increase in the demand for local housing, with the subsequent trigger in the construction and renovation work sectors and their economic revaluation; and (5) enhanced renewal and (legal) re-organization in local third sector bodies (cultural, sport and social associations) in order to facilitate collaboration and integration in networks.
Some of the most evident results and impacts of FestivAlContrario on this include: (1) a significantly increased media coverage to the Val Neva territory and its activities, leading to an enhanced pride and sense of belonging, a better management and increased ambition by the local community; (2) a significant growth of culture-based tourism thanks to word-of-mouth and a successful communication campaign, with as a subsequent impact on the local community an enhanced value of its importance in terms of local traditions and know-how; (3) increased outdoor and nature-based tourism, with triggering of processes overcoming parochialism and internal divisions between local communities in favour of collaboration between local actors and broader ones, such as the Finale Outdoor Region; (4) increase in the demand for local housing, with the subsequent trigger in the construction and renovation work sectors and their economic revaluation; and (5) enhanced renewal and (legal) re-organization in local third sector bodies (cultural, sport and social associations) in order to facilitate collaboration and integration in networks.
How Citizens benefit
FestivAlContrario’s medium-term goal is to stimulate the development of entrepreneurial ideas and services linked to culture and high quality tourism all-year around. In doing so, it has been imperative to include the local community in the co-design and development of the project, hospitality services and common areas and goods management. Also, local communities from Val Neva and the neighbouring territories were involved in thematic networks linked to art and sport, and their involvement was crucial for the realization of several activities of FestivAlContrario, such as a series of creative workshop for children and all the outdoor activities.
Considering youths, in the 2023 edition of FestivAlContrario special attention was given to the under 35 age group hailing from the Liguria region, which was called upon to participate in a hybrid (online/on-site) course aimed at training youths with skills to organize festivals and other cultural events. The course, organized in partnership with a specialized agency (Butik), culminated the with an event part of FestivAlContrario entirely designed and implemented by the course participants. Another initiative targeting young professionals organized in partnership with another organization (Natworking), consisted in a week of remote co-working immersed in nature with a wide range of side and social activities aimed at well-being and connection with the territory. Finally, mountain-biking experts and enthusiasts belonging to local associations were involved in a trail building workshop organized in partnership with IMBA (International Mountain Biking Association) which took place on the trails on the Val Neva district.
Considering youths, in the 2023 edition of FestivAlContrario special attention was given to the under 35 age group hailing from the Liguria region, which was called upon to participate in a hybrid (online/on-site) course aimed at training youths with skills to organize festivals and other cultural events. The course, organized in partnership with a specialized agency (Butik), culminated the with an event part of FestivAlContrario entirely designed and implemented by the course participants. Another initiative targeting young professionals organized in partnership with another organization (Natworking), consisted in a week of remote co-working immersed in nature with a wide range of side and social activities aimed at well-being and connection with the territory. Finally, mountain-biking experts and enthusiasts belonging to local associations were involved in a trail building workshop organized in partnership with IMBA (International Mountain Biking Association) which took place on the trails on the Val Neva district.
Physical or other transformations
It refers to other types of transformations (soft investment)
Innovative character
FestivAlContrario is remarkably different from other cultural events and festivals, as it strives to enable local development in a rural and marginalised area through cultural activities. Indeed, its reach goes beyond a mere proposal of events and aims at facilitating dialogue, cooperation and networking between stakeholders to enable a meaningful and participatory territorial development process. The name FestivAlContrario (which can be literally translated with Festival at the Contrary, with the meaning of “unconventional, alternative”) implies among other things the type of relationship between artists/event and audiences/places. The project was born with the key objective of inhabiting and re-inhabiting a place. Conventionally, festivals attract large audiences to a place for a very short timespan. On the contrary, FestivAlContrario strives extend its offering and activities throughout the whole summer and beyond, with events aimed at enlivening the local social and cultural scene and community more and more.
Disciplines/knowledge reflected
The essence driving our project emanates from a fusion of sensitivity and expertise rooted in diverse artistic realms. These encompass the performing arts, namely music and drama, historical and artistic domains encompassing architecture, visual arts, art history, and archaeology, as well as literary pursuits such as poetry and literature. Our project thrives in an environment that fosters artistic residencies, drawing inspiration from outdoor living conditions and promoting psychophysical well-being and heightened sensitivity.
We weave together various disciplines, connecting them through the promotion of productions and actions that resonate with territorial identity, while respecting the existing cultural landscape. Our commitment extends to preserving the delicate interplay between place, action, and environmental sustainability.
In the inaugural three editions of FestivAlContrario, the synergy among diverse languages has birthed numerous innovative productions and projects. These include cinematic endeavors like "La Mappa della Memoria," dramas inspired by historical events, and on-site exhibitions. Each performance and event serve as a reflective exploration of themes such as memory, traditions, the dialogue between past and future, environmental considerations, and local development policies. These elements constitute the core and most Bauhaus-inspired facets of our project, symbolizing a harmonious blend of artistic expression and cultural significance.
We weave together various disciplines, connecting them through the promotion of productions and actions that resonate with territorial identity, while respecting the existing cultural landscape. Our commitment extends to preserving the delicate interplay between place, action, and environmental sustainability.
In the inaugural three editions of FestivAlContrario, the synergy among diverse languages has birthed numerous innovative productions and projects. These include cinematic endeavors like "La Mappa della Memoria," dramas inspired by historical events, and on-site exhibitions. Each performance and event serve as a reflective exploration of themes such as memory, traditions, the dialogue between past and future, environmental considerations, and local development policies. These elements constitute the core and most Bauhaus-inspired facets of our project, symbolizing a harmonious blend of artistic expression and cultural significance.
Methodology used
The project was born from the initiative of a diverse group of people, with different backgrounds, skillsets and age groups, all having in common a deep passion for the Val Neva territory and with a high willingness to listen and learn from the existing local communities, then sparse and scattered, often with different and diverging opinions and perspectives.
Starting from this, a bottom-up participatory development approach integrating different perspectives was combined with the proposal of a new vision for an original initiative, meeting the needs of the contemporary cultural and development policies, also in dialogue with a broad national network.
The contact with the local community, main character and beneficiary of the project, was translated with a real commitment for dialogue, exchange of views and collaborative work, setting asides differences in order to work together for a common and shared goal.
Starting from this, a bottom-up participatory development approach integrating different perspectives was combined with the proposal of a new vision for an original initiative, meeting the needs of the contemporary cultural and development policies, also in dialogue with a broad national network.
The contact with the local community, main character and beneficiary of the project, was translated with a real commitment for dialogue, exchange of views and collaborative work, setting asides differences in order to work together for a common and shared goal.
How stakeholders are engaged
To organize and implement all the activities linked to FestivAlContrario, a numerous and diverse stakeholders have been involved. Musicaround, the cultural association which launched and leads the project, works at close contact with local institutions (municipalities), local sport, social, and cultural associations and scientific advisors. For this, a partnership agreement was signed with eight local entities. At the local level, several private sponsors and supporters contribute to the funding of the project, both SME and foundations.
At the regional level, Regione Liguria promotes the festival and offers its organizers capacity building opportunities. At the national level, FestivAlContrario is financially supported from both the Ministry for Culture and the Ministry for Tourism. Moreover, the project is part the network linked to the Compagnia di San Paolo Foundation which, other than being the main financial supporter, has been pivotal for the success of the initiative thanks to its capacity building programs, networking opportunities, monitoring, evaluation and control, and project implementation.
At the European level, as part of an initiative led by the Liguria Region (Liguria NEB Challenge), FestivAlContrario was selected as the winning project for the Province of Savona, and its organizers took part in a multi-step networking and capacity building program, which is going to culminate with the project presentation in Brussels at the EU Commission this upcoming December (2023).
At the regional level, Regione Liguria promotes the festival and offers its organizers capacity building opportunities. At the national level, FestivAlContrario is financially supported from both the Ministry for Culture and the Ministry for Tourism. Moreover, the project is part the network linked to the Compagnia di San Paolo Foundation which, other than being the main financial supporter, has been pivotal for the success of the initiative thanks to its capacity building programs, networking opportunities, monitoring, evaluation and control, and project implementation.
At the European level, as part of an initiative led by the Liguria Region (Liguria NEB Challenge), FestivAlContrario was selected as the winning project for the Province of Savona, and its organizers took part in a multi-step networking and capacity building program, which is going to culminate with the project presentation in Brussels at the EU Commission this upcoming December (2023).
Global challenges
While FestivAlContrario primarily operates within a local sphere, its initiatives are aligned with global sustainability imperatives, addressing issues such as land use, degradation, climate change, pollution, and the impacts of globalization.
At the core of our vision is the establishment of a net-zero system that seamlessly integrates contemporary innovations with time-tested traditional wisdom and solutions. This entails fostering local tourism models that minimize the need for extensive transportation and infrastructure. Through the promotion of small-scale cultural events, outdoor activities like hiking and cycling, and a commitment to boosting local agricultural production and sourcing, FestivAlContrario strives towards sustainability.
Furthermore, FestivAlContrario serves as a catalyst for discussions and tangible projects centered around safeguarding the local environment. This includes initiatives focused on environmental preservation, the revival of endangered agricultural practices, such as those related to chestnut forests, and the overall promotion of sustainable agricultural methods. By engaging in these endeavors, FestivAlContrario seeks not only to protect but also to revive and celebrate traditional practices that contribute to the ecological well-being of the region.
At the core of our vision is the establishment of a net-zero system that seamlessly integrates contemporary innovations with time-tested traditional wisdom and solutions. This entails fostering local tourism models that minimize the need for extensive transportation and infrastructure. Through the promotion of small-scale cultural events, outdoor activities like hiking and cycling, and a commitment to boosting local agricultural production and sourcing, FestivAlContrario strives towards sustainability.
Furthermore, FestivAlContrario serves as a catalyst for discussions and tangible projects centered around safeguarding the local environment. This includes initiatives focused on environmental preservation, the revival of endangered agricultural practices, such as those related to chestnut forests, and the overall promotion of sustainable agricultural methods. By engaging in these endeavors, FestivAlContrario seeks not only to protect but also to revive and celebrate traditional practices that contribute to the ecological well-being of the region.
Learning transferred to other parties
Considering replicability and scalability, FestivAlContrario stands out as a potential model for fostering culture-based local development, particularly in analogous settings such as rural and marginalized areas characterized by significant yet presently untapped cultural, environmental, or historical resources. The project offers valuable insights into several key components that could serve as foundational elements for similar initiatives:
(1) Site-Specific Festival Development: commencing with the identification of a locale's distinct identity, FestivAlContrario exemplifies the significance of tailoring festivals to specific sites. This approach ensures a deep and meaningful connection with the local culture, fostering a unique sense of place that resonates with both residents and visitors.
(2) Stakeholder Involvement Methodology: FestivAlContrario employs a comprehensive methodology for engaging stakeholders, encompassing both public and private entities as well as hybrid networks. This inclusive approach ensures a broad spectrum of perspectives, expertise, and resources, thereby enhancing the sustainability and community buy-in, crucial for the long-term success of any initative.
(3) Artistic/Cultural Products as Catalysts for Development: The project underscores the transformative potential of using artistic and cultural products, notably festivals, as catalysts for broader territorial development. FestivAlContrario serves as a pioneering example of leveraging a cultural event to stimulate wider economic and social progress. As it moves forward, an aspirational goal is the establishment of a destination brand, consolidating its cultural offerings into a compelling narrative that attracts both local and broader attention.
(1) Site-Specific Festival Development: commencing with the identification of a locale's distinct identity, FestivAlContrario exemplifies the significance of tailoring festivals to specific sites. This approach ensures a deep and meaningful connection with the local culture, fostering a unique sense of place that resonates with both residents and visitors.
(2) Stakeholder Involvement Methodology: FestivAlContrario employs a comprehensive methodology for engaging stakeholders, encompassing both public and private entities as well as hybrid networks. This inclusive approach ensures a broad spectrum of perspectives, expertise, and resources, thereby enhancing the sustainability and community buy-in, crucial for the long-term success of any initative.
(3) Artistic/Cultural Products as Catalysts for Development: The project underscores the transformative potential of using artistic and cultural products, notably festivals, as catalysts for broader territorial development. FestivAlContrario serves as a pioneering example of leveraging a cultural event to stimulate wider economic and social progress. As it moves forward, an aspirational goal is the establishment of a destination brand, consolidating its cultural offerings into a compelling narrative that attracts both local and broader attention.
Keywords
Traditional knowledge
High-quality cultural offering
Contact with nature
Networking
Place identity
