OECD Culture and Local Development.pdf - PACA

4. THE CULTURAL FABRIC OF CITIES
as a way of responding to tourists’ cultural expectations. The search for authenticity
leads paradoxically to an artificial approach. The search for the picturesque often leads
to the stereotype. This phenomenon has its origins with the promotion of “destination
tourism”: in a media-dominated universe, the promotion of tourism offerings necessarily
implies “showcasing” products. The tourist, of course, wants to see an image that
corresponds with reality.
The first consequence of tourism for a city’s economy, then, is to raise prices
for goods and services. With such a windfall, merchants are tempted to hike their
prices, and local residents can no longer afford to do their shopping in the city.
The arrival of tourists causes real estate prices and rentals to soar, chasing away
local residents. Small businesses and local inhabitants are offered compensation
to give up their premises. Today, the paved streets of Pelourinho are lined with
tourist shops and services, restaurants and music cafes. Property owners have
signed agreements whereby, in exchange for its investment, the State of Bahia has
gained complete control over use of their premises for three years, five years or
even 10 years. With the change in the stage setting, the players change too:
merchants with a “suitable” profile are invited by the planners to set up shop in
the “new” Pelourinho 116 .
By contrast, in the early 1970s Pelourinho experienced a cultural phenomenon
just as impressive as its restoration. The quarter gave birth to a lively cultural
movement to promote black identity. The “blocos” (musical bands) attracted thousands
of spectators at Carnival time, reviving the deep-rooted African traditions of the local
populace (history and slavery having made Salvador the “blackest” city in Brazil), and
adapting them to the contemporary Bahiana context. These blocos sprang up all over
the city, and it was in Pelourinho that the “Olodum” group was created in 1979: “The
growth of these blocos is going to reshape the image of Pelourinho as a centre of Afro-
Bahian culture, a symbol of the new feeling of black pride”.
The experience of Quito, described earlier, stands in contrast to this case. When
that city’s old quarter was placed on the list of world heritage, the principle adopted
was that of integrated conservation. No major restructuring was planned. While historic
monuments were thoroughly restored, private owners were offered incentives to
renovate their residential or commercial properties by themselves, through the offer
of microcredits and assistance in securing architect services, building supplies, and
skilled workers.
From art city to fantasy city?
The building of a city, although it may begin with its cultural resources, rarely relies
on this base alone. It is often combined with entertainment-based strategies, as John
Hannigan showed in his 1998 work “Fantasy City”.
CULTURE AND LOCAL DEVELOPMENT - ISBN 92-64-00990-6 - © OECD 2005 149