ABSTRACT
This chapter explores the case of two Italian cities, of different size and tradition. In Italy the spread of culture-led minor events is increasing in number and contents and is becoming more and more a strategic issue for local government policy. The role of culture-led themes is, in general, a feature of small events, to foster both culture production and culture consumption, attracting visitors, investments, and to brand cities. Milano Piano City exemplifies the cosmopolitan ambition of the city to anchor its current identity to knowledge and creative economy, integrating the former role of being a manufacturing and business hub. The Mantova event represents a paradigm of the numerous festivals that have characterized small and middle-sized Italian cities since the end of the 1990s, which totaled 50 different initiatives. The two events have significant characteristics. Milan Piano City shows a way to articulate the policy of fostering diffused events during the year.
