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Arena di Verona

67 colonne per l'Arena di Verona

Discover the “67 colonne per l’Arena” (67 columns for the Arena) initiative, an important Fundraising and Corporate Membership project conceived to strengthen one of the key institutions of the economy and culture of the city of Verona and the surrounding area, but also a worldwide icon of Italian character.

The Project

The project took its name from the idea of ideally rebuilding the outermost ring of arches, destroyed by an earthquake in 1117, with the support of entrepreneurs and professionals united by the love for the Arena as a true enterprise.

An ambitious project that, in the light of such enthusiastic participation, aims at becoming an annual membership - there is already a waiting list for 2022 - animated by the on-going arrival of new supporters, large companies and small entrepreneurs, united by the desire to be part of one of the country’s cultural excellences, a worldwide symbol of “Made in Italy”.

Discover the project

The birth of the initiative

2020 and the lack of complete activity by the Arena di Verona Festival demonstrated in a tangible manner just how tightly the economy of the city and its amphitheatre are linked. The economic impact the Arena has on many sectors of Verona’s economy is difficult to calculate but, on the basis of studies by Federculture and Fondazione Symbola, the economic impact of a cultural festival can be calculated at between 5 and 7 times its production value; in other words, if the turnover of the Fondazione Arena di Verona is approximately 45 million euros, for each euro spent on culture, on average €6 are generated. The impact of the Arena on the city is therefore approximately €270 million per year. A value that is even doubled in the case of international festivals with a high tourist vocation.

These results showed the importance of making the Veneto region’s economic system aware of the need to safeguard this treasure.

Calzedonia Group and Pastificio Giovanni Rana founders of the campaign

Just a month from its presentation, the ”67 colonne per l’Arena di Verona” fundraising project had taken off with the participation of two large companies in the role of Founders:

Calzedonia Group, who has been a supporter of the Festival since 2006, and Pastificio Giovanni Rana, back alongside the Fondazione Arena for this ambitious initiative.

The excellence of these companies, symbols of top Italian quality worldwide, joined the unique international value of the culture represented by the Arena, for a true call to action addressing other 65 donors. Soon after, professional and trade associations also joined the project, by adopting special columns and organizing activities to promote the project with their member and make them more aware of it.

The results

On 9th June, with an event that gathered all the entrepreneurs who had taken part in the fundraising in the Arena, the first edition ended of the “67 colonne per L’Arena di Verona project”, realized in partnership with Athesis publishing group and the 67 columns destroyed in 1117 were virtually rebuilt, thanks to the commitment of numerous donors who, along with the commitment of the Arena’s historical sponsors, raised over a million and a half euros.

The appeal made a few months ago therefore achieved excellent results, with over a million and a half euros raised to support Fondazione Arena, which has not only also been the emblem of Italian culture all over the world, but also one of the very few cultural bodies that are not a burden to the country, as it returns much higher sums to the state coffers than those received. The project was reported by the various media of the Athesis Group via the protagonists’ experiences and their stories, reaching the hearts of all those who are close to the city from the point of view of collective awareness.