The Conegliano Valdobbiadene European Wine City 2016: a promotional tool for the Prosecco region in Italy

In recent years a proliferation of different types of urban events has become worldwide evident. Beyond traditional mega-events (Olympics, Expos, FIFA World Cups), smaller and medium-sized events have become a tool for cities to gain international recognition. Yet, the “festivalization” of urban policy is not limited to large cities, as smaller towns increasingly organise urban spectacles in order to foster their development paths. Through such events, the promotion of local resources – landscape and environmental assets, historical and architectural heritage, agricultural production, local handicrafts, know-how and traditions – is regarded as an alternative to the excessive public expenditure and disruptive physical and socio-economic impacts associated with traditional mega-events. This paper deals specifically with a small European event launched in 2012 by the European Network of Wine Cities (Recevin): the European Wine City (EWC) is a title – annually given to a different Country member of the network – aimed at promoting cities and territories economically linked to the production of wine, as well as disseminating tourism. In particular, this paper aims at investigating the event rationality, rules and governance structures, thanks to empirical evidence collected on the EWC 2016 in the region of Conegliano-Valdobbiadene (close to Venice), where Prosecco wine is historically produced. This is a signficant event edition, as it is the first where the EWC designation is given to an entire territory, and not to a single city.