Territory, intangible heritage and value generation

Figures & data

Figure 1. Threefold approach of value creation of a cultural event in the host territory.

Table 1. The petronio álvarez pacific music festival as a cultural good.

	Fields	Description	Economic characteristics	El Petronio
Cultural Economics	Performing arts	Living culture: the ‘cultural experience’ that is consumed at the same moment it is produced, e.g. theatre, dance, celebrations, live music.	The product of these activities is based on the intensive use of artistic creativity and is specified in goods and services, which are prototypes and can potentially be covered by copyright. However, in many cases they are not systematically protected, e.g. handicrafts, performing arts productions and visual arts.	Musical contest, musical airs and music from the Afro–Colombian Pacific.
	Visual arts	Works of visual nature, e.g. paintings, drawings, sculptures, handicrafts and photography.		Handicrafts, instruments and design (weaving, woodwork, bark, coconuts, basketry, hats, bags, jewellery): musical instruments (lutherie).
	Material heritage	Unique and non–reproducible resources, subject to sustainability conditions, e.g. historic city centers, archaeological sites, archives, amongst others.		It is not applied to the Petronio.
	Intangible heritage	Uses, representations, expressions, knowledge and techniques that communities, groups and, in some cases, individuals recognize as an integral part of their cultural heritage (UNESCO, 2003: 2).		Traditional gastronomy; local drinks; sweets and soft drinks.
	Cultural industries	They represent the industrial production of ‘reproducible cultural works’, e.g. books, cinema, radio, TV, amongst others.	The products of these activities are susceptible to massive industrial reproduction and are based on copyright.	Books (‘Los retratos del Petronio’). Broadcast by Radio / TV/Online. The Festival in documentaries.
Creative Economy	Creative industries	Culture as a factor of innovation (advertising, graphic design, fashion design, architecture, video games, software).	The products of these activities are covered by copyright, they can also be protected by intellectual property rights such as trademarks. The creative skills of cultural industries are essential in these non–cultural sectors more linked to technological development, they arise in digital format and are mobilized through the Internet.	Design: clothing and shoes with typical products of the Colombian Pacific, jewellery, prints, yarn crafts, embroidery; video games about dance and traditional dances.
	Creativity	Culture as an input for creative processes, human capital and the generation of the creative class; creative districts; the concept of the creative city as a paradigm.

Figure 2. Data sources and methodology for estimating measurable expressions of the value generated by the cultural event.

Table 2. Non–monetary expressions of the value generated by a cultural event.

Value dimension	General question	Interview response
	Indicate whether you agree or disagree with the following statements:
Cultural	The celebration of the Petronio Alvarez Festival contributes to preserve the cultural expressions and traditions of the city of Cali and the Colombian Pacific.	<1> Agree;<2> Disagree.
	Participating in and visiting the Petronio Alvarez festival is an experience that contributes to my cultural enrichment.	<1> Agree;<2> Disagree.
	The Petronio Alvarez festival is an event that recreates and represents my culture and identity.	<1> Agree;<2> Disagree.
Social	The celebration of the Petronio Álvarez Festival contributes to the integration and cohesion of the Afro–descendant communities of the Colombian Pacific with the other communities living in the city of Cali.	<1> Agree;<2> Disagree.
	The celebration of the Petronio Álvarez festival contributes to the image of Cali as a city that fosters, promotes and protects cultural diversity.	<1> Agree;<2> Disagree.
	The celebration of the Petronio Alvarez festival contributes to the integration with family, friends and the community in general.	<1> Agree;<2> Disagree.

Figure 3. Methodological innovations in the empirical estimation of the value generated by a cultural event.

Figure 4. Anatomy of the economic value generated by a cultural event.

Figure 5. Economic, social and cultural values generated by El Petronio in the city of Cali.

Table 3. Non–monetary (cultural and social) expressions of the value generated by a cultural event.

Value dimension	General question	Interview response (<1> Agree)
	Indicate whether you agree or disagree with the following statements:	Attendees		Non—attendees
		Locals	Tourists
Cultural	The celebration of the Petronio Alvarez Festival contributes to preserve the cultural expressions and traditions of the city of Cali and the Colombian Pacific.	95.6%	97.7%	75.4%
	Participating in and visiting the Petronio Alvarez festival is an experience that contributes to my cultural enrichment.	96.9	98.7	78.4%
	The Petronio Alvarez festival is an event that recreates and represents my culture and identity.	89.6%	71.3%	64.5%
Social	The celebration of the Petronio Alvarez Festival contributes to the integration and cohesion of the Afro. descendant communities of the Colombian Pacific with the other communities living in the city of Cali.	96.6%	93.1%	76.9%
	The celebration of the Petronio Alvarez festival contributes to the image of Cali as a city that fosters, promotes and protects cultural diversity.	98.7%	97.5%	78.4%
	The celebration of the Petronio Alvarez festival contributes to the integration with family, fiiends and the community in general.	99.2%	96.7%	77.2%