This document discusses a project called Venezia ExtraOrdinaria created by Venezia Arte Cultura & Turismo. The project aims to change mainstream perceptions of historic churches in Venice by highlighting their social and communal roles. Guided tours are designed to bring churches and surrounding fraternities to life using a socio-anthropological perspective. Initial tours were conducted as part of Art Night Venice 2016 and received positive feedback from sold-out crowds who felt it changed their understanding of religious heritage. The project seeks to enhance appreciation of cultural heritage and raise funds for restoration projects.

1. FRH Biennial Conference Vicenza 2016
Tourists, Travellers & Pilgrims
CHANGING PATTERNS OF PERCEPTION:
Venezia ExtraOrdinaria
Rita Sartori

2. FRH Biennial Conference Vicenza 2016
Tourists, Travellers & Pilgrims
Venezia Arte Cultura & Turismo
a not-for-profit cultural association,
founded and operated by qualified tourist guides

Sustainable approach to artworks and territory
(acknowledgement of Unesco's guidelines for a sustainable tourism)

Enhancement of tangible and intangible heritage

Involvement of visitors/local communities

Synergies with private and public institutions

Fundraising activities
a special focus on churches and 'Scuole'
Changing Patterns of Perception, Rita Sartori

3. FRH Biennial Conference Vicenza 2016
Tourists, Travellers & Pilgrims
“SCUOLE”
(FRATERNITIES)
OUR CONTRIBUTION:
ENHANCEMENT
&
VALUE CREATION

4. FRH Biennial Conference Vicenza 2016
Tourists, Travellers & Pilgrims
CHURCHES
OUR CONTRIBUTION:
ENHANCEMENT
VALUE CREATION
&
FUNDRAISING

5. FRH Biennial Conference Vicenza 2016
Tourists, Travellers & Pilgrims
Changing Patterns of Perception, Rita Sartori
Our perspective:
Most visitors to Venice are increasingly reluctant
to invest part of their budget to visit interiors, in general,
and churches, in particular
Most visitors to Venice think
that churches are...
Yawn!Yawn!

6. FRH Biennial Conference Vicenza 2016
Tourists, Travellers & Pilgrims
Changing Patterns of Perception, Rita Sartori
The challenge:
Broadening the circle
of religious heritage's stakeholders
in Venice
How ?

7. FRH Biennial Conference Vicenza 2016
Tourists, Travellers & Pilgrims
Changing Patterns of Perception, Rita Sartori

Guides as qualified professionals
(the perfect interface between visitors and heritage/territory)

Guides to customize commentaries and itineraries
(different cultures, religions, languages) in order to bring to life
buildings, objects, stories, for a memorable experience

Guides to raise awareness on visitors and to share the
responsibility of heritage transmission

Guides to convey their passion
Using the right tools...

8. FRH Biennial Conference Vicenza 2016
Tourists, Travellers & Pilgrims
Changing Patterns of Perception, Rita Sartori
...and authoritative sources:
Nota CEI, 1974

Acknoledge the convergence and intersection of various
interests (liturgical, cultural, normative, technical, touristic)
Lettera Circolare
della Pontificia Commissione, 1999

Acknowledge further levels of interpretation and fruition

Guarantee the full enjoyment of new publics

9. FRH Biennial Conference Vicenza 2016
Tourists, Travellers & Pilgrims
Venezia Arte's strategy
Churches are
social spaces & common heritage:
what about
a socio-anthropological approach
and a clear, captivating narration?
Changing Patterns of Perception, Rita Sartori

10. FRH Biennial Conference Vicenza 2016
Tourists, Travellers & Pilgrims
Changing Patterns of Perception, Rita Sartori
Venezia Arte's Project:
Venezia ExtraOrdinaria
A respectful initiative aimed to change the mainstream
perception of historic churches/religious buildings,
suggesting a different level of identification in what should be
considered, at all times, a common heritage

11. FRH Biennial Conference Vicenza 2016
Tourists, Travellers & Pilgrims
Venezia ExtraOrdinaria
Churches & Fraternities
Our project's main features:

walking experiences, designed so as to bring to life the invisible
threads between churches and the fraternities that attended to their
altars, often erecting outstanding premises in their surroundings

a social-anthropological perspective (other than just a mere
description of the artifacts)

an insight into unheard-of aspects of the past 'extended-use' of
the Venetian churches, and their great importance for each
neighbouring community
Changing Patterns of Perception, Rita Sartori

12. FRH Biennial Conference Vicenza 2016
Tourists, Travellers & Pilgrims
Chiesa di
San Giacomo
de l'Orio
Scuola
dei medici fisici
Scuola Grande
di San Rocco
Scuola
della Passione

13. FRH Biennial Conference Vicenza 2016
Tourists, Travellers & Pilgrims
1. Selection of a religious venue as the pivot of the walking experience
2. Guides to carry out researches on the past presence of fraternities,
guilds, neighborhood hospitals, social housings in each church and their
surroundings, and to study their main facts in their statutes (“mariegole”)
3. Guides to carry out surveys on the spot in order to detect their
surviving traces, inside and outside the church: shrines, coat of arms,
carvings, community tombs, pews
4. Guides to design suitable itineraries in accordance with the
outcomes of their research
5. Guides to study the appropriate register so as to maximise audience
enjoyment and effectiveness of narration
6. Marketing actions through our website, mailing list, Facebook page
(about 10.000 “Likes”)
Changing Patterns of Perception, Rita Sartori
Venezia ExtraOrdinaria
A step-by-step value creation

14. FRH Biennial Conference Vicenza 2016
Tourists, Travellers & Pilgrims
Changing Patterns of Perception, Rita Sartori
www.venezia-arte.com
A VIRTUOUS CYCLE:
RAISING AWARENESS
&
USING A SHARE OF THE DUE FEE
TO FUND RESTORATION PROJECTS

15. FRH Biennial Conference Vicenza 2016
Tourists, Travellers & Pilgrims
Venezia ExtraOrdinaria
a one-night pilgrimage
Our project was launched
within the framework of
“Art Night Venezia 2016”

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Tourists, Travellers & Pilgrims

17. FRH Biennial Conference Vicenza 2016
Tourists, Travellers & Pilgrims
Venezia
ExtraOrdinaria
Churches & Fraternities
Passion & Devotion

200 participants (limited availability), from 7 pm to 10 pm

Chorus, the Management of Arts and Culture Laboratory
(m.a.c.lab - University Ca' Foscari), and the Basilica
Ss. Giovanni e Paolo, have been partners of the initiative
Changing Patterns of Perception, Rita Sartori

18. FRH Biennial Conference Vicenza 2016
Tourists, Travellers & Pilgrims
The sold-out crowd praised Venezia ExtraOrdinaria as
“one of the best events
in the Art Night Venice 2016 's list”
“an experience that has changed
our perception of religious heritage forever”
Changing Patterns of Perception, Rita Sartori
Venezia ExtraOrdinaria
Churches & Fraternities
Passion & Devotion

19. FRH Biennial Conference Vicenza 2016
Tourists, Travellers & Pilgrims
Changing Patterns of Perception, Rita Sartori
Thank you!
Venezia
ExtraOrdinariawww.venezia-arte.com
venezia.arte@gmail.com