Aims of the project (extract)
1.2. General purposes
The project Evolved Cultural District I Cammini Lauretani aims to promote a new methodology of territorial development through:
- valorization, regeneration and constant diffusion of a spirituality called lauretana, as the main element of identification of the ECD and instrument of territorial development;
- communication of this specific spirituality. Explanation of all its material and non-material features because they are considered the specific quality of the District;
- activation of several networks and partnerships;
- generation and promotion of an environment which supports innovation and multi tasked sectors;
- riorganizzare e sviluppare attorno alla risorsa “spiritualità lauretana” una qualificata filiera di territorio: offerta culturale, produzione di applicazioni, sviluppo di servizi, artigianato degli oggetti di culto, editoria, ospitalità, ristorazione, servizi di mobilità dolce (diffondere innovazione);
- generare un ambiente favorevole allo sviluppo di nuova imprenditorialità, operando in modo integrato sui fattori di successo (dare opportunità ai giovani);
- promuovere processi di cooperazione multiattoriale, favorendo visione e strumenti comuni per sostenere lo sviluppo del Distretto (governance).
Il Progetto “Cammini lauretani” si propone di attivare nell'arco di tempo previsto (30 mesi) le migliori condizioni per la creazione e lo sviluppo di un Distretto “Cammini lauretani”, autosostenibile, investendo sulle risorse materiale ed immateriali che ne rendono possibile nascita e sviluppo, assegnando alle iniziative neo imprenditoriali la funzione di buone prassi, idonee ad innescare processi di emulazione e diffusione”.
L'obiettivo generale consiste quindi nella promozione del Distretto Culturale Evoluto “I Cammini Lauretani”, quale componente essenziale del disegno strategico complessivo del Distretto Culturale Evoluto delle Marche (cfr....).
La spiritualità lauretana, connota come valore culturale distintivo e specifico la proposta di distretto “I Cammini Lauretani”, riprendendo, articolando e sviluppando emblematicamente una delle linee strategiche della programmazione
- reorganization and development of a qualified network on the territory connected with the lauretana spirituality resource: cultural entertainment, App production, public services development, religious objects handmade development, publishing, hospitality, slow motion;
- generation of an environment industry-friendly addressed to successful integrated factors (young people power);
- promotion of the cooperation between several economical operators encouraging common visions and instruments in order to support the District;
The Cammini Lauretani project aims to activate, in a specific period of time (30 months), the best conditions in order to create and develop an independent District I Cammini Lauretani, investing on material and non-material resources which can allow birth and development of the idea. It also wants to give, to all new born enterprises some specific good practices apt to start the spread and imitation processes of the District.
The general purpose is the promotion of the Evolved Cultural District I Cammini Lauretani as the essential component of the Evolved Culture District of the whole Marches.
The lauretana spirituality is the specific and characteristic cultural part of the District I Cammini Lauretani. It develops and expresses the strategic vision of the regional planning 2014 – 2020 whose cluster is “Meditation and Spirituality”.
Recognizing that the religious value is fundamental in the territorial identity, the ECD I Cammini Lauretani focuses on the cluster “Meditation and Spirituality” which can be widely discussed.
The efforts made for the cultural valorization are even more important in a religious context because they can generate “social action for including all parishes, traditional and innovative industries” and moreover, they can encourage “new political and cultural tourisms”.
Around Loreto and its Basilica, there is a wonderful environment characterized by an amazing cultural heritage, natural resources, hospitality and working people. All these elements need to be organized by a governance in order to get to the point. The governance has to assure an organic development and, meanwhile, has to consider innovative perspectives, with which it will be able to overtake competitors by giving value to its cultural uniqueness on trade markets.
Loreto today, plays an important role from a touristic point of view. Each year tourists and pilgrims get to this place through the ancient Via Lauretana and the Rete dei Cammini. So, it is possible to say, that Loreto is well-known in many countries in the world and for this reason it strongly recalls cultural tourism.
Now, ECD I Cammini Lauretani wants more by collecting and developing the potentialities that lauretana spirituality is able to express on the whole territory.
1.3 Specific purposes
Axis 1 – the Identity: the Lauretana Spirituality as a cultural resource for the district development.
“Promote and stress the importance of the sacred side of Cammini Lauretani as a resource for the territorial identity”.
>Action 1.1. Organize events connected to the Lauretana Spirituality
L’obiettivo specifico di azione consiste nella realizzazione di eventi di alta valenza culturale, spendibili nei processi di comunicazione e nel rafforzamento della pratica di culto, che per la loro esposizione mediatica rafforzino la visibilità del DCE nel quadro delle rotte del turismo religioso e culturale internazionale.
>Action 1.2. New actions connected to Cammini Lauretani for achieving the recognition as European Cultural Itinerary.
Activation, planning, presentation and approval of the candidature of Cammini Lauretani by the European Council and its recognition as European Cultural Itinerary.
The specific purpose of this action is the competitive advantage that the certification of the Cammini Lauretani can gain, as European Cultural Itinerary, in terms of marketing perspective and economic interest when the European resources are planned (2014-2020).
Axis 2 – All in one to be a District: the strategic services for territorial marketing polices.
>Action 2.1. Territorial Brand Policy : THE BRAND LAURETANO.
The purpose of this action consists in the development of a Brand which can support entrepreneurial cohesion and cooperation between industries which work in the touristic sector, religious handmade objects, cultural products and services which will start several financial sustainable processes.
DCE, attivando meccanismi di sostenibilità finanziaria.
> Azione 2.2. Comunicazione Integrata.
- Elaborazione del Piano di Comunicazione Integrata di Distretto (Sito, depliant, cataloghi, APP promozionali, social network (Twitter, Facebook, Flickr..), WEB marketing, presenza ad eventi specializzati (BIT..)
L’obiettivo specifico di azione consiste nella generazione della più ampia informazione e sensibilizzazione dei partner e degli operatori di distretto e che accresca la visibilità del DCE sui media.
>Action 2.2. Integrated marketing communication.
a. Processing of the integrated marketing communication district’s plan (website, brochure, catalogues, promotional APPs, social networks, web marketing) and specific events.
The specific purpose of this action is the generation of partner’s information and awareness so that the mass media ECD’s exposure will increase.
Axis 3 – Census, recovery and valorization of the cultural heritage along the Cammini Lauretani.
>Action 3.2. Plan a model of the Via Lauretana.
Find a short track’s sample in order to show how to deal with the recovery of the whole ancient Via Lauretana’s track and of all other Cammini Lauretani.
This action promotes the spiritual side of the traditional Pilgrimage as a real experience for all people. It can connect the Sanctuary of Loreto to its memory and to its deepest sense.
Around the physical and symbolic track, there are several services organized in order to help and host pilgrims: food service, accommodation, traditional handmade objects, shows and events, guided tours to the cultural heritage.
Action 3.3 Conservation and requalification of S. Giovanni church (Macerata).
Activation of glamorous key cultural services for tourists on the territory, which are integrated in the urban context of Macerata and are connected to the Ancient Via Lauretana.
Axis 4 – The lauretani labs: Creative Business Incubators
>Action 4.1. Labs: Information APPs and Communication Technology (ICT)
Preparation of one well equipped technological lab.
Create all needed condition in order to product ICT innovations related to the context of Cammini Lauretani, supporting new entrepreneurships connected with the local place.
>Action 4.20. Lab: Handmade religious object (ART)
Give to the territory a proper environment oriented to innovation and development. The cultural value of the district has to be shared in all processes of religious handmade objects production.
The idea is to offer to all handmaker partners located on the territory, a service program for the increase and the innovation of the religious objects production connected with the lauretana spirituality.
>Action 4.3. Lab: cultural production (CULT).
This action, through lauretana spirituality, wants to increase the value of creative and cultural offers developing product innovation and cultural local services. The action aims also to develop the values themselves and to activate local and long-distance networks.
The last purpose consists in creating an ideal relational and professional environment well-suited for territorial needs and operators.
Axis 5 Entrepreneurial innovation: promote the creative cultural enterprise
>Action 5.1. Transfer services and spirit of entrepreneurships motivation
The aim is to spread the effects (knowledge, product and process innovation) among the entrepreneurs on the territory generated by lauretani labs and other projects.
>Action 5.2. Promote the development of new start up
Stimulate and support new young entrepreneurships that come out on the territory and help their development.
The final outcome of Axis 5 consists in the diffusion of the idea of innovation in the social fabric and in the generation of a mixed startup with a high product quality level and a service highly connected with technological knowledge and its excellence.
Axis 6 – Governance and project management
The final outcome is the generation and the sharing of a vision, of all directions and the constant verifiability of all action’s coherence which are defined by the Direction Committee.