How to monetize a cultural product?

DescOPERĂ is a classic open-air music festival with 3 editions. Diana Lazar is a project manager/USAID contractor from the Moldova Competitiveness Project, responsible for the festival. She came up with some tips and specific recommendations for cultural managers.

The festival location is in the Natural-Cultural Reservation "Orheiul Vechi", that provides an ideal acoustic arrangement for a symphonic orchestra and rich voices of opera singers. It is the only open-air opera festival in Eastern Europe.

Organized by the Ministry of Education, Culture and Research, in collaboration with the National Opera and Ballet Theatre "Maria Biesu" and the National Philharmonic "Serghei Lunchevici", the festival is hosted by Eco-Resort "Butuceni". There is also valuable support rendered by our strategic partners - the United States Agency for International Development (USAID), the Swedish Government and the Swiss Agency for Development and Cooperation in the Republic of Moldova.

We see the festival as a product of synergy between us and what is happening in the tourism industry. From the very beginning we started to monetize the festival with our cultural product having a business model, that formed the project sustainability. Our festival, besides being on the national cultural agenda of the country, successfully got into the promotion plan of the tourism offer. That's how the brand “Discover the routes of life” and the festival DescOPERA appeared.

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