The Olympic Games' cultural programme and its role in fostering local creativity

Pappalepore, Ilaria

(IOC Olympic Studies Centre Postgraduate Research Grant Programme 2010)

This project looks at the role of the Olympic Games’ cultural programme in fostering local creativity in the host region. In particular, the focus of the study is on the development of local talent and entrepreneurship and on the enhancement of local creativity as a result of the Cultural Olympiad. A case study approach, based on two case studies (Turin 2006 and London 2012) was used.... Plus

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    Summary
    This project looks at the role of the Olympic Games’ cultural programme in fostering local creativity in the host region. In particular, the focus of the study is on the development of local talent and entrepreneurship and on the enhancement of local creativity as a result of the Cultural Olympiad. A case study approach, based on two case studies (Turin 2006 and London 2012) was used. Face-to-face interviews and a qualitative e-mail survey were selected as the most appropriate methods. Although higher visibility and publicity emerged as the main perceived advantages of participation in the cultural programme, our findings reveal that the positive consequences go beyond these tangible outcomes. Events allow participating creative firms to showcase their products, be inspired for fresh ideas, and advertise local creativity (whereas normally creative activities often happen ‘behind closed doors’). In Turin, the aspect which is perceived as most important is the atmosphere during the Games, which seems to be linked to a number of factors, including visible public happiness during the Games. In contrast, some London participants were not very positive towards the Cultural Olympiad: the main concerns were lack of funding and information, and doubts on the quality/authenticity of the cultural programme.