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CIRCULAR MODELS LEVERAGING INVESTMENTS IN CULTURAL HERITAGE ADAPTIVE REUSE CLIC workshop | ILUCIDARE playground Intrinsic value of cultural heritage as driver for heritage-led entrepreneurship November, 20th 2019 Municipality of Salerno,

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CIRCULAR MODELS LEVERAGING INVESTMENTS IN CULTURAL HERITAGE ADAPTIVE REUSE

This project has received funding from the European Union’s Horizon 2020 research and innovation programme under grant agreement No 776758

Municipality of Salerno, Italy CNR IRISS, Naples, Italy CLIC workshop | ILUCIDARE playground

“Intrinsic value” of cultural heritage as driver for heritage-led entrepreneurship

November, 20th 2019

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IRCULAR

ECONOMY

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ULTURAL HERITAGE

(ADAPTIVE REUSE)

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The CLIC model of functional reuse of cultural heritage

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Heritage Values

Cultural heritage counts for Europe, 2015

«INTRINSIC VALUE»

Non-instrumental value

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SALERNO, ITALY

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GIARDINO DELLA MINERVA, SALERNO

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Giar Giardin ino

della

lla Mi Mine nerva, , Sa Saler erno

Th The plac lace of f the an ancien ient Me Medical Sc School, the most an ancien ient the therape peuti utic bo botani nic ga garden in Eur Europe pe

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# Regeneration of knowledge # Recovery of traditional water system # Nature regeneration # 10.000 visitors / year # Jobs creation

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The project: a Eur Europe pean n Cul ultur ural Ro Route of the hi historic th ther erap apeu eutic tic bo botani nic ga gardens

Entrepreneurship-led

historical Cultural Routes

Develop the

entrepreneurial ecosystem in heritage- related sectors

Enhance the «intrinsic

value» of this tangible and intangible, cultural and natural heritage

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Entrepreneurial ecosystems

Policy Finance Culture Supports Human capital Markets

Daniel Isenberg, Head of Babson University’s Entrepreneurship Ecosystem Project – Urbact BlueAct project in Salerno, Italy

Domains Actors

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Entrepreneurial ecosystems: ACTORS

Pillar companies Universities & Research Human capital providers Investment capital providers Mentors

SHARED VALUES

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Po Potential heritage-led led en entr trep epren eneu eurial ial sec ectors

agri-food products (linked to the Mediterranean diet – UNESCO world heritage)
cosmetics and pharmaceutical research
arts, crafts
wellness
medical research
business tourism (e.g. linked to congresses)
health and digital health
inclusive tourism offers (e.g. providing opportunities for families, children,

disabled people)

cultural activities such as theatre, festivals, performances
…

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The Business Model of enterprises involved in cultural heritage regeneration, valorization and adaptive reuse

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Traditional Business Model ROCK heritage Business Model R2pi Circular Business Model

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The Triple Layered business model canvas to move towards sustainable business models

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The CLIC Circular Business Model: towards a proposal

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Key partners Key activities Key resources

VALUE PROPOSITION

Social Complex Value

f cultural heritage =

(TEV, I)

Use values

(direct and indirect)

Non use values

(Option, Existence, Bequest)

«Intrinsic value»

Customers relationships Channels Customer segments Costs Revenue streams Social impacts, Environmental impacts and Economic spillovers

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Structure of this workshop

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1. WHICH STAKEHOLDERS ARE PART OF THE

ENTREPRENEURIAL ECOSYSTEM? (10 min)

2. WHICH ACTIONS CAN STAKEHOLDERS TAKE TO

ENHANCE THE ENTREPRENEURIAL ECOSYSTEM? (10 min)

3. WHICH QUESTIONS ARE RELEVANT FOR

HERITAGE-LED ENTREPRISES TO RUN THEIR CIRCULAR BUSINESS? (10 min)