ABSTRACT
This research analyses the local inspirations and their inclusion in the projects of two bidding cities: Plymouth, candidate for the title of UK City of Culture 2017, and Malaga, an aspirant for the designation as European Capital of Culture 2016. In both cases, there was an integration of local and global dimensions in their event themes and discontent raised against how the bidding process was developed. Plymouth was inspired by its physical, historic and economic connections with the ocean, reconceptualising them as a means of embracing ideas like freedom, open horizons and inspiration. Malaga adopted a similar process, rooting the project in the figure of Pablo Picasso, who was born in the city and connected to values such as avant-garde and innovation. The bidding process served to embed the new ideas in the cities’ imaginary, affecting tourism promotion, cultural policy and events strategy, though both finally discarded.
