IL BORSINO of the Cultural Heritage of Puglia

The scenario

- Apulia is rich with many hidden and often forgotten cultural goods, which qualify the region as a true “Open Air Museum.” This important heritage is often hindered by economic reasons.


  • The culture of Puglia is much larger than the supply of resources available. It is not a problem of quantity as much as a problem of quality. Cultural events of high quality and strong values are simply not supported economically, while others which are less innovative often find financing.
  • Cultural heritage is related to all sections of production for tourism, new technologies, food and wine, publishing and the cultural industry.
  • Many companies match their image to others in hopes to enhance the  local culture.
  • Culture and the company, two seemingly distant worlds, share complementary needs: funding and the commitment to the economy. Tax exemption rules allow significant aid in the case of liberal economic actions.
  • Obstacles arise due to the lack of relationships between the cultural world and the business or finance world. There is no systematic or productive interaction between the two.

Today, these relationships are limited and not integrated well to produced positive effects for either side.


The cultural heritage of the Region helps give life to economy, development, and occupation.

To achieve it, the following is important:  
1) to consider the culture as an “original” that can’t be reproduced without causing strange effects. In this case, conservation and enhancement of the property must be taking in account.
2) to be aware that the results of an intervention for the conservation and
enhancement of cultural assets generally do not occur in the short term, but rather in the
long term. They can have lasting effects that spread throughout the entire territory, with beneficial effects of wealth, development, employment and quality of life;
3) to remember that the results expected from conservation and enhancement of cultural property or actions related national and international cultural events, can be increased if the interventions are supported by a comprehensive and integrated plan of activities.
4) the possibility that an intervention has multiplier effects on culture.

 Interventions usually produce sporadic and temporary effects, and the economic potential of cultural assests are poorly realized. The company hopes to carry a social responsibility beyond the positive image of their charity works with the help of development projects to produce growth and lasting wealth for the territory.

With social responsibility, the company shows value of the cultural heritage. They are more aware of sponsorships, new formulas, and results of programs and agreements, to act on and pivot the economic life of the entire company.

      Easier for larger companies, small and medium enterprises often face financial difficulty. They lack human resources, time, and have difficulty with long-term investments for social activities not directly related to the business core.

Meanwhile, it is also true that the small and medium enterprises, which are strongly rooted in the territory, need to bind themselves to larger scale initiatives, who can help promote them to economical and social actors of the territory.

The aim of the Borsino of Cultural Heritage of Puglia is to promote a bridge between the cultural operators that need sponsorships and the companies which they supply,. It creates a meeting point between the world of culture and economy. In this case, it is possible to capitalize on the potential of communication while offering new resources to preserve cultural goods. While giving companies or financial institutions the opportunity to choose between the goods or cultural activities that are most suitable to represent their image and mission.

This approach influences and fosters social intervention of companies with social activists and not just economic activists.

This approach makes a big impact on the relationships between the private world and cultural heritage, and brings an extraordinary value to the enterprise.
The culture and community developments that were once the interest of social policies and local authorities, are now partnewships and governance.

Culture is one of the few areas of society, that can only be ruled by bringing the public and private sectors together.

The project
he Regional Directorate for Cultural Heritage and Landscape Heritage of Puglia has created a dedicated page on their website which serves as a meeting point for the business community and heritage projects or cultural events that require economic support.
Three sections:
1. The exhibition of recovered artistic and architectural heritage.
Short descriptions of the restoration project, proposed expenses, sponsorships, as well as, photographs will be published on the website of the Directorate.
The works will be assigned and followed according to the rules of public procurement under the general supervision of the Superintendence’s technical personnel.
Sponsors will be visible on the website of the Directorate for the entire period of restoration. After which, the page will be moved to the “Archive” section. Sponsors will be present in all press releases from the beginning to the end of the works; as well as, in any published or official presentations.

2. Cultural Events
On Exhibitions and Conferences to be recognized.
Dates and venue of events, institutional sponsorships, collaborations with other scientific institutions, economic costs, and any partial coverage will be published on the website of the Directorate of scientific Projects. Those who are interested can join by making economic contributions or becoming a technical sponsor.
Sponsors will be visibile depending on the shape and extent of the contribution on the website of the Directorate, as well as, on other publications related to communication of the event.

 3. Major projects.
Large and long-lasting projects are considered "adoption" pilot projects, and require different contributions from participants, including: economic aims, technical needs and services, donations of work; etc.
The design concepts, a short description, a short description of an economic forecast, paid contributions, work status, and a forecast of the project achievement will be published on the website.
Sponsors will be visible depending on the form and extent of the contribution, on the website of the Directorate, as well as, on publications reports and other forms of communication.

 All forms of economic contributions listed can be inferred, without any proof, from the taxable business profits (individual or otherwise), the sums allocated to the sectors of cultural heritage. (Donations under 'Article 38 of Law No 21 November 2000. 342 and under 'Article 15 letter h) of Presidential Decree no. 917/1986 Income Tax Code)