Rebuilding Turin’s Image - Identity and Social Capital Looking Forward To 2006 Winter Olympics Games

Author C. GUALA
Year
2003
Region
Piemonte
In the territorial limits of the Alpine Convention.
Country
it (Italy)
Publication type
reviewed
Topics

Abstract
The international debate about “Mega Events” (Olympics, Soccer World Cup, World Expos...) shows a broader differentiation considering the concepts utilized and the classifications proposed. Mega Events, Big Events, Hallmark Events, Special Events, and so on, are used to define such phenomena, with some risks of overlapping meanings. The paper begins discussing how some variables deal with Mega Events, as high political and international significance, media coverage, uniqueness and popular appeal. And a Mega Event can be considered a cathalyst of urban change and an occasion of creation of a new identity for the hosting city. These considerations can be proposed and applied to the case of Turin, the Piedmont capital, that will host next Winter Olympic Games in 2006. In the research of a new redevelopment model, overpassing the “Fiat Company Town” stereotype, a central role is covered by the attitude of population towards the Games (expectancies, fears, loyalty...): a new identity can also be improved considering the possible links between the city and the Alps mountains. A survey confirms it. Avoiding a generic and mechanic utilization of the Alpine area as a “winter sky dominion” (the mountain as a green escape area for the city) a recent investigation is finding for a new kind of reciprocal growth for the city and the Mountains at the same time, trying to promote the Mountains not only for winter sports, but also for the local economy and communities, and for the recovery of old military forts, abbeys, churches, museums. The participation of associations, groups and single citizens can legitimate the local authorities in the reconstruction of the Turin identity. The process can involve and promote the Piedmont image at a national and international level.
Journal / Publisher / Institution
Turin Identity, 39th ISoCaRP Congress
Reference to the original publication
pdf
Further information
Rebuilding Turin’s Image - Identity and Social Capital Looking Forward To 2006 Winter Olympics Games Rebuilding Turin’s Image - Identity and Social Capital Looking Forward To 2006 Winter Olympics Games