Museums as Societal Engines for Urban Renewal. The Event Strategy of the Museum of Natural History in Florence

The paper aims to contribute to the debate on urban renewal, departing from the so-called Bilbao effect. Focusing on the resurgence of a societal function of cultural heritage, we discuss the idea of the museum as a societal engine through a case study. Although the literature has been mainly dedicated to assessing the economic impact of large art museums in former industrial regions, the paper focuses on a small scientific museum, the Museum of Natural History in Florence, and on its strategy of social enhancement through the organization of small- and medium-sized cultural events in the historical city centre. Through the application of social network analysis to 17 temporary exhibitions between 2000 and 2012 and the analysis of 790 events divided into three macro-areas (relations with territory, educational networks and scientific networks), the role played by the museum, the density and variety of events will be investigated. The resulting picture is that of a proactive museum located at the centre of a network of--mostly local--institutional actors that have effectively contributed to the re-vitalization of scientific knowledge and education as well as relations with the citizenship and the territory, therefore representing a valuable example of a societal enhancement of culture .