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THEME A. From tourism as a social conquest to new types of tourism

Revisiting Topaana: Tourung a neighborhood where the other 1% lives Stefanovska Jasna 27

Crossing the borderline takes you to heaven: analyzing the appropriation of urban structure by working classes consumption tourism

in South American frontier settlementsDa Costa Braga Andrea 32

Developing Water-related Tourism for Infrastructure and Economic Development: Case study on Kali Banger, Semarang, Central

Java, IndonesiaIrawati Miya 35

Jakarta's Tourism Evolution: Shopping Center as Urban Tourism Suryadjaja Regina 54

Citys imaginary / imaginary for the city. The paradigm of the commercial image in the tourist city. Barcelona Case. Lazo Felipe 59

Energy apects in traditional bui ldings at touristic places Tripanagnostopoulos Yiannis 72

Urban Panorama Tourism Planning. A view from river tour course in post-three gorges era Tian Wei Jia 96

Touring the Urban Quotidian Angelidou Ioanna 102

Tourism and the city image: the Barcelona case Fava Nadia 114

New Holiday Towns as Non-places. The case of Marina d'Or. Beltran Carlos Lidia 133

Tourism as a space to meet Cipolletti Sara 135

The Flourescent Heart of Magaluf Stringer Ben 195

SSS Patforms Soldevila Alfons 211

Golden Week Tourism and Beijing City Zhao Jian - Tong 214

THEME B. World tourism trends

Citymarketing, tourism and posmodern architecture in Barcelona Ccola Agustn 3

Architecture and urbanity of tourism Serra Silvia 13

F1 Singapore Singtel Grand Prix and the City Lee Lewina 15

Urban ismo y turismo en la Costa del Sol : E jerc ic ios de control y p royeccin turst ica redactados entre 1950 y 1980 Royo Naran jo Lourdes 23

Applying foresight tools to determine future demand requirements on tourist destinations Fernndez Gell Jos Miguel 36

El proyecto turstico del grupo S.E.T.A.P. para el Concurso Internacional de Ideas Maspalomas Costa Canaria Alvarez Ivn 46

Analysis on City Tour Trails in relation with Urban Spatial Structure and Pedestrian Movement Yoo Uoosang 53

Tourism trends in the Caribbean Gonzlez Snchez Cynthia 67

The impact of urban tourism in the global-local nexus of Singapore and Hong Kong - The Tourism Capitals of Asia? Cho Im Sik 104

The "other" city: urban planning and architecture for tourism. The case of Spain Martnez Medina Andrs 130

Reinventing the s ite - Evo lut ion and extra-urban ter ritor ies contro l Constantinescu Cris tina 191

THEME C. Impacts of tourism development

Tourism planning on the coast. Contributing to a change in attitude Roca Blanch Estanislao 8

Landscape and urban qualit y in consolidated touris t areas in Alicante coas tline Mart Ciriquin Pablo 28

Sustainable touristic development in cultural landscapes Naves Francesc 29

The impact of tourism actuvity on the land consumption. The case of Catalonia Romano Yraida 30

Research on Residents perceptions on Tourism Impacts and Attitudes. A Case Study of Pingyao Ancient City Zhang Min 38

The impact of golf course in shaping tourist territories Joyanes Diaz Lola 39

Planeamiento turistico en la Costa Smeralda Cappai Alessandra 40

Regional Tourism to Regional Transformation: The Case of Jining Area of Shandong Province in China Guo Lu 50

Dispersive Tourism and Camouflage Berc Dafne 83

Venice as pedestrian city and tourist magnet: ordinary life and mass events. Marcello Mamoli, Paolo Michieletto, Armando

Bazzani, Bruno GiorginiMamoli Marcello 91

Sense of a place:Liveability and tourism quality in territories Harmanescu Mihaela 144

Tourscapes; Ireland as a Case Study Mee Alan 203

Environmental alteration process of Eastern Costa del Sol. Tourism as an engine of change Luque Guerrero Manuel Eliberto 205

Contents


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THEME D. The recycling of the tourist areas

The tourist recycling of Malaga in the context of the maturity of the Costa del Sol Barrera Fernandez Daniel 14

Tourism in Alt Maresme. Historical perspective and future challenges Verges Mireia 25

The mirage of residential tourism A mistaken concept, arguments from form Bru Pepe 70

Diversity, flexibility and authenticity. Mechanism of recycling mature tourist destinations Horrach Estarellas Biel 74

Lisbon-Sintra Touristic Axis - Urban Subversion and New Renewal Opportunities Tom Ctia 77

Planning the portuguese "Riviera". The expectations of the touristic-urbanistic developments of Costa do Sol: Lisbon-Cascais Henriques Ferreira Carlos 88

From underdevelopment to overdevelopment in Zomecs. Potent ia l of ter ritory (Ter ritory = space + popula tion) Romero Jos Mara 119

Tourist Atlas on Spanish Costa del Sol. Landscape, planning and architecture at the tourist metropolis: reflection for intervention Rosa Jimnez Carlos Jesus 127

Seasonal city. The Adriatic coast between continuity and renewal Vespasiani Silvia 128

Public space and tourism in post-industrial territories Urda Lucila 148

The Ancient BeiJing that Declaraed the World Cultural Heritage and its Impact on the Tourism of BeiJing Fan Zhang 156

Tourist -scapes or how to convert mature tourism destinations to complex sustainable landscapes Goula Maria 168

Palma's beach complete transformation (architectural, urbanistic and touristic) Bauz Martorell Felio Jos 181

Branding the White City: Touristic Films and the Portrayal of Modern Athens, 1950s-1960s Alifragkis Stavros 190

Costa del Sol occidental - changes, problems and possibilities of a mature tourist territory Palacios Ortiz Antonio Jess 206

Tourim, Gentrification and Neighborhood Management in Regenerated-Cites: Towards a Post-regeneration urbanism Daisuke Abe 213

THEME E. The recycling of historical tourism

Selling global Seoul: Symbolic reconstruction of the city and its local consequences Krinik Bla 62

Neighbourhoods narratives as cultural heritage From country lanes to urban narratives Nicolau Jorge Manuel Silv 86

Road obsolescence and landscape oportunity. Studying Lower capacity highways obsolescence as a methodology to identify a slow

movement network attractive for cultural tourismCervera Marina 90

City of Museums: Museum Cluster as a Manifesto of the Paradigm Shift Nikolic Mila 109

Transforming moroccan adobe kasbahs into a network of sustainable hotels Noguera Anna 124

A journey between the ruins Sanna Sergio 152

A Long-Term Tourism Scheme Within A Networked Urban Regeneration Strategy For Historical Quarters Han Jie 155

Tourism and the port-city relationship. The experience of Santos (Brazil) Nunes Luiz 183

The tourism value of national heritages in the urban development in Kaohsiung City, Taiwan Hung Shih-Feng 188

THEME F. The new holiday tourism. Tourism and economic developmentTerritorial impact of golf courses and associate operations in the Valencian community and Murcia region at the Mediterranean sea

(Spain): new golf clustersOrtuo Padilla Armando 11

A century of tourism in Europe. New challenges from the discipline of Urbanism Pi Ricard 48

A city experience: competition for the new Gas Natural headquarters Escoda Carmen 73

Undercover tourism in the Ebro River Delta Raventos Josep 76

Emerging Cross Border Tourism Region Macau-Zhuhai: Place in Play/Place to Play Tieben Hendrik 81

Industrial Tourism. When the industry becomes a chance for tourism Argem Joan 85

The relationship between Mass Tourism and Territory and its development in the Andalusian Tourist Administration Bonomini Giulia Annamaria 97

Regional tourism opportunities in the Andalusian coast De Lacour Rafael 115

Bringing back the life to half-dead urban structures - re-inventing the idea of tourism Gulinska Anna 122

Net working of Spa Resorts: the case study of Serbian Central Region Vukmirovic Milena 136

A common vision for the Danube Region: what outcome for the city of Braila? Alexandru Mihai 170

Retrieving pattern in a context of sustainable tourism Pozder Nasiha 193

Tourism and economic development Schussel Zulma 197


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THEME G. Cultural tourism in "weak institutional contexts"

An Inside Look at Bogots urban renewal Cifuentes Quin Camilo Andres 2

Cultural tourism in weak institutional contexts. A project on Cultural Routes in Tierra del Fuego Garcs Feli Eugenio 6

Impac t of multipurpose culture spaces on pos t-indus rial European cit ies Gyurkov ich Mateusz 12

The Millets' route - understanding a cultural landscape. Reactivation strategies for the cultural landscape of Dogons' country, Mali Cervera Marina 16

The interpretation of the Cultural Landscapes. Heritage and rural territory in Gran Canaria. Strategies of Reactivation of the

Heritage in the Rural Way of Canaries.Rodriguez Carolina 52

Fissures on the landscape. The sandstone quarries, traces of the heritage landscape of Mallorca Salv Matas Catalina 75

The chosen history. Sightseeing Berlin Domenech Marta 79

Domesticidad turistizada: Las casas-museo de Salvador Dal y Csar Manrique Devesa Ricardo 80

Analysis of the city branding strategies of Hermosillo, Mexico: Reflections of culture, heritage, identity, and tourism in the inst itutional

political stratumsGarca Garca De Len Aurora 103

The Ginna Kanda Programme, Identity and intervention in Africans cultural landscape in Dogons country, Mali. An option for

territorial and local cultural tourism project in hipodevelopment countries. Miquel Vidal Pla, Anglica Ayala De la Hoz Department

of Urban Design and Territorial Planning, Polytechnic University of Catalonia, Barcelona Espaa

Vidal Miquel 117

Connecting people with architecture. Architecture's new role in developing countries Shulman Gerardo 134

The socio-economic impact of tourism development in Klipoh Borobudur, Indonesia Ratih Sari Suzanna 140

Fener and Balat Districts in Istanbul Celebioglu Banu 145

Connotations of ephemeral spaces of consumption: a case study of todays touristic Little India. Gonzalez Brun Adriana 160

cultural renaissance and cultural tourism in the City of Tainan Wu Yu-Cheng 189

The mechanica l reproduction o f cultura l heritage: shif ting f rom touris tic areas to pub lic spaces Athanassiou Emilia 192

Tourism in the island of Santa Catalina, Brazil. Territorial Identity and Ladscape Heritage in the basis of a sustainable development

of activityBueno Ayrton 202

THEME H. Responsible Tourism

The impact of touristic infrastructures on local quality of life: the case of noise pollution in Barcelona Marmolejo Duarte Carlos 4

Tourism forms and social sustainability Onni Giuseppe 42

Open-air tourist settlements: an opportunity for a sustainable tourism in coastal areas Lucivero Marilena 51

Responsible Tourism in Indonesia: Multiple Choices, Open Ended Answers Simatupang Wita 84

From tourist and resident to inhabitant and "inhabitantness". Cannaos Cristian 94

Towards sus tainable architec ture and urbanism through respons ible tourism and the realizat ion of zero-emission hotels Schuetze Thorsten 101

Development of Per iphera l Areas through Tour ism: d isadvantages and benef its. Case study for Romanian Coastal Area Popa Andreea 143

Tourist Development as an opportunity for viable and equitable territories Granados Vicente 175

THEME I. Architecture, urbanism and tourism

From the American Apartment Hotel 1865-1929 to Nowadays Puigjaner Anna 89

Water fronts, public spaces and tourism potential Wjcik Agnieszka 100

"Satellite leisure on linear natural reserves . Landscape ext rapolat ion of the GATCPAC tourism model. Sauquet Roger 105

Tourist mature destinations as complex spaces. Notes about the elaboration process of an atlas of Costa del Sol Reyes Corredera Sergio 112

Towards the End of Tourism: Global Architecture, Fantasy and Void in the Age of Withdrawal Alts Arlandis Alberto 113

El Consorcio Hotelero y la Hotelera Nacional de Chile (HONSA): el reconocimiento moderno del territorio desrtico del norte chileno.Galeno-Ibaceta Claudio 116

From Blue to Grey Tourism: Cultural Brand or Culture of Trademarks Reina Gutierrez Eva 129

Public spaces of Montenegrin coast towns-a case study Perovic Svetlana 138

La Manga del Mar Menor.A possible utopia Lpez Martnez Jos Mara 149

From the tourism leisure attitude to the daily experience Martinez-Pealver Covadonga 165

Contemporary eden; the transmigration of paradise tales into edenic architecture today Casha Stephanie 167

The tourist and the city. On orientation in unknown urban spaces Kantarek Anna Agata 169

Ciudad Blanca, una alternativa moderna al turismo de los 60. Garca Alonso Marta 173

Landscape, planning and tourism Torres Capell Manuel De 177

Tourism reclaiming urban.TOURISM RECLAMING URBAN Case study: City of Macau in the Pearl River Delta Region, China. Lima Miguel 184

Myths and truths about Brazilian hospitality De Souza Ferraz Valeria 196


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City branding strategies of Hermosillo: Reflections of culture,heritage, identity, and tourism in the institutional political

stratums

Aurora Garca Garca de LenUniversitat Politcnica de Catalunya, Escola Tcnica Superior dArquitectura de Barcelona

Av. Diagonal, 649-651, 08028, Barcelona, Espaa

e-mail: [email protected]

Abstract

Latin American cities have recently joined the worldwide competition of being consolidated as a touristic

attraction and a venue for international events, but many of them are not prepared for such competition. City

branding seeks to promote their identity, heritage and cultural resources to attract tourism. But sometimesmarketing strategies are not the most appropriate or those assets are promoted in an artificial way by

institutions that dont seem to know certainly what they want to convey, such as Hermosillo case.

Keywords: City Branding, Cultural Tourism, Urban Policy, Hermosillo

The key

purpose of this paper is to analyze and redefine those fundamental concepts that we noticed are mistakenly

raised and promoted by these institutions stratums. Thus, through this reflection we suggest that the

implementation of strategies seem to be prefabricated formula. It is valid to promote cultural tourism in a

restricted social context? What does Hermosillo needs to ensure a genuine local development without been

excluded of international recognition?

Introduction

The evolution of City Branding: From Universal Exhibitions to Deindustrialization

Branding emerges as a discipline in the early 20th

century and city planners begin to employ placebranding from the seventies until now that practically is used in all urban managements. Firstmanifestations of what we recognize as a brand can be identified since the Second IndustrialRevolution1

In this context the industrial city adopts a new role too. Universal Exhibitions are the opportunity toattract a mass of visitants in order not only to show its new marketable commodities but to launch thecity as a touristic destiny like a product profitable by itself. That is how these exhibitions contributealso urbanistically to the host city because of its strategic character committed to the renewal of urban

image, political complicity and therefore financial support of government gear. Besides each

, essentially the first Great Exhibition placed in London (1851) where the product wasisolated from all that characterize it but still accentuating its status of industrialized object. This first

kind of brand tried to differentiate the mass-fabricated products almost identical between them (Klein,2007) so its soul could be rescued by branding it through different representations like personalshape, material or style and by making emphasis in its name, logotype or place of precedence.

1Bruno Remaury (2004) calls it the first mercantile revolution because it was the first time that an

insignificant value was rescued of industrialized object by displaying it at the Universal Expositions. At the

middle of 19th Century emerged a new phenomenon that was showed to the world at these expositions: themarketable commodity.


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participant country has the occasion to show to the world its technological advances and architecturalcontributions by building a pavilion

2

United Kingdoms cities -where Industrial Revolution began (1750-1840)- and the most important

cities of United States, Germany and Netherlands -where Second Industrial Revolution took place(1880-1914)- share an history of economical activity mutation consequence of the industrial crisis atthe seventies that faded the economic engine of Glasgow, Amsterdam, Manchester, Chicago, Leipzig,Detroit, London and then other European cities like Barcelona, Saint Etienne, Milan and Bilbao. Sothere was a gradual desertion of urban cores towards the outskirts that propitiated the emergence ofsuburbs and metropolitan areas and

. So the touristic furtherance is not only for host cities but for allparticipants. Thus brands, urban development, iconic architecture and tourism begin working togetherin the industrial city scenario.

led to new land uses at downtowns in which economic activitybecame more oriented

Deindustrialization had an important impact in society.

to tertiary sectors. This phenomenon known in Spain as tertiarizationtranscends the economic aspect in order to affect the whole city meanings.

The gradual loss of employment generated anatmosphere of boredom and it stopped not only economic but human productivity. Many of the cities Imentioned share a gray scene during the late 70's and 80's of drug addiction, social apathy and crime.

Public administrations had to rethink the city with the aim of generate new expectations to citizenship.New political and urban actions were needed to reorient the typically industrial market into incomingtypes of consumption. The change of an economy based on production into a consumption basedeconomy was determinant and in this condition the commodities were not produced to satisfy existingneeds, but moreover as a secondary response to needs generated 'in the first place' by advertising andmarketing strategies (Payne [et al], 2002).

The case of New York is a reference in terms of de-industrialized city and a paradigm of successfulcity brand. Miriam Greenberg (2008) explains how the great value and good reputation of this city isthe result of a transcendent strategy which found out how to reorient its decadency and its notoriety of"crime and lawlessness" to grab international attention and take a long road to regeneration. Greenbergtells of how in 1971, amid a fiscal crisis, a fatalistic ad appears in newspaper Announcing the

Beginning of the End of New York City accompanied by an image of the Statue of Liberty crying.

The purpose of the announcement (among others that appear in the same format) was to publicize thearrival ofAlitalia airline from Europe to the Big Apple. This would denote an incipient willingness toproject New York as a tourist destination: The imagery that then prevailed about a city of hopeless and

(de) composed by a society of renegade artists (poets, painters, musicians, etc.) from all around theworld, would be used and promoted as the "Mecca of culture". Thats how neoliberal politicians found

in the tourist market a great opportunity to restructure the economy through tangible changes (urban,economic and social) and symbolic (which would be handle by marketing) to achieve an investmentand consumption vision of New York.

As well the branding activity will begin with a "quasi-official" campaign by the Association for a

Better New York in 1971, known as Big Apple. So the strategy culminates with the celebration of thebicentennial of U.S. independence in 1976 and the construction of the World Trade Center thatproclaims the revival of the city. The Milton Glaser's "I NY" logo would accompany the campaign

of the State Department of Commerce and represent the beginning of a massive array of symbols thatpoint to the future of this city. Its influence on the management of post-industrial cities would be

determinant. New York City adopts since then an infallible iconicity, legitimized by the cinema,literature, design, art and

2Since the first international version of London (1851) that is released the Crystal Palace by Joseph Paxton, the

field of architecture becomes important. Gallery ofMachines by Ferdinand Dutert andVictor Contamin for the

Universal Exhibition in Paris (1889) -which cover long distances without columns- aroused admiration because

of its audacity constructed. Gustave Eiffel Tower aroused controversial reactions because of its singularity, but

the time has established itself as the undisputed icon of the city. Mies Van der Rohes German Pavilion atBarcelona (1929) has been established in history as one of the first modern buildings.

architecture. This case it will be an example of synergies between public


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administration and private urban coalitions- (Paramio, 2001), mostly for cases of cities that want toimplement urban practices in times of crisis.

Deindustrialization not only changes the meanings of industrialized object to object of consumption.The conception of city by itself undergoes the same change. Consumption, in essence, is not theappropriation of an object but its meaning. Thats how culture will adopt new meanings too, more

oriented to what is called

postmodern era and will be related to conceptions of leisure and capitalistcountries lifestyle. Society adopts new dynamics, becomes a consumer of cities and the only way topromote those new intangibles values will be through city branding.

City Branding Strategies: Culture, Heritage, Identity and Tourism

As mentioned, brand at firs was meant to mark, stamp or indicate a difference of a product. Thisdiscipline is responsible for constructing a story around a marketable commodity in order to convincecustomers that it is the most suitable for them. So city branding will be applied so as to recover thesoul of the cities which includes marketing strategies based on differentiation as a competitive

maneuver in which the city is a product that is offered to the market. This time the market will have aninteresting duality because city image must be sold both its citizens and potential visitors/investors.

For Marxist theory of value work force determines the value of a commodity, in a primitive stage ofcapitalist accumulation and the exchange of commodities. Nevertheless in the economy of the latest20

thcentury in a postindustrial context that value resides in that overprice (Klein, 2007) which the

consumer is available to pay for a brand compared with another product of equal characteristic butwithout that label. Brand equity is defined by several factors, including the accuracy of the productdescription, the emotional benefit, familiarity and gained loyalty, its reputation and public image andall the associations generated by this brand. For city branding this added value may lie in differentcharacteristics and not only by creating a logo and a slogan for it.

The last thirty years it has been evolving the strategies of city branding. Nowadays we can identifythose that are implemented as a must in most cities all over the world looking for projection. Threeimportant factors to develop can be categorized: economic, social and territorial. These aspects areinterlinked so there is no established order for the development of each. Although branding may beinterpreted as a recipe or steps to follow, therefore each city must pose their strategies according totheir needs. Social development includes the pursuit of welfare, education, sports, health and culture.Economic development contemplates the creation of jobs and activities vital to the cities governed bycapitalism as construction, manufacturing and services such as tourist promotion. Territorialdevelopment includes urban planning, infrastructure, environment care, and architecture for housing

and urban equipment (Martnez, 2009).

The creation of a city brand is the result of a joint work -synergies- that encourage the development of

these three fundamental aspects that should convince both citizens and potential visitors (tourism andinvestors). This often represents a major challenge due to the need for a balanced development in

which the requirements of tourism do not undermine the citizen. Its complexity has highlighted theneed to explore in the creation of "added values" and the legitimation of marketable meanings. This ishow the concept of culture (because of its hybridity and its multiple interpretations) becomes a sort ofwildcard for the development of these new meanings. The evolution of the city has made evident overtime as well as traces of it. Culture has made these traces a benchmark of identity. Furthermore, the

enormous costs of dispersal have made looking back, if only for financial reasons, to the built heritage

and its reuse.3 (Pen, 2006:31)

Many authors have pointed out the different notions about culture. The definition of this concept haschanged over time and there are many interpretations and perspectives. From anthropology

3Translated from Spanish

objective


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culture is considered as a framework that raises man above nature. From a more idealistic (orpostmodern) reference culture is regarded as singular and coherent idiosyncratic configuration thatgives personality to a human group. One of the most widespread and standardized concepts lately iscalledcultural system, in which meanings are shared, expressed in an order of representations that arecommunicable through symbols (Delgado, 2011). But culture has gone from something that defines usall to what makes us different from the others (differences, contrasts, comparisons by groups), soculture may represent countries or big communities (Mayan culture, Muslim culture, African culture)and even small groups of society or individuals (cultural diversity, cultural identity, multiculturalism)(Garca, 2010).

Is difficult to clarify the scope of culture, the fact is that culture is a public matter and beyond theirinterpretations is considered as an economic engine in which come into play the diverserepresentations of cultural identity. Since culture has the virtue to vary over time, cultural identity willlie in those elements that have endured over time. Such as ceremonies, heritage, art and all socialrepresentations that transcends human history. Thus, the patrimonial value plays a significant role inthe development of cultural policies and much more when its economic potential is discoveredembodied in what we now know as cultural tourism.

It is important to distinguish clearly between cultural system andcultural policy. For Tulio Hernandez(2003) cultural system is a real and specific culture of a society that is never reduced to theinterventions of the state and its institutions, neither to those of the market and its operations. Isestablished as an "ecosystem" where interact products, messages and cultural practices as diverse asthose from the mass media, religious cults, institutional speeches, counter-cultural events, traditionalfolk memory, the values of the nationality or the rites of family life. On the other hand cultural

policies are interventions conscious, deliberate, formal, rational and strategic conducted by thegovernment or from private initiative to try to influence a particular cultural system. Aimed to correcttheir faults, compensate their shortcomings or reinforce their potential.

The implementation of City Branding in Public Policy of Mexican cities: the promotionof cultural tourism in Hermosillo

The uses of culture

, Sonora

Cultural policies have revealed another issue that government has to face: The diversity of uses thatare given to culture in economic terms. Does it represent an expense or an investment? The experts inthis topic have failed to agree partly because it depends of the place that would be implemented.Giandomenico Amendola (2001) point out that in studying contemporary successful cases, we realizethe role of culture and how it is performed in a multitude of ways: Culture as a social welfare factorthat recovers the most degraded areas of the city and generates social cohesion. That strengthens and

promotes the human development; Culture as a constitutive factor of the project represented throughthe exaltation of collective identities and their heritage; Culture as the field of expression of humancreativity that should be encouraged in order to catalyze the sector of innovation; Culture as aconstitutive element of lifes quality in some area and, through it, as a factor of touristic andinvestment attraction. And finally, culture as a field of production of the new economy.

In the case of European and American cities where social welfare is covered, we can identify a culturalvitality that may be regarded as an industry, as an economic engine, but they dont have a generaldefinition of the concept or how to measure it. Jos Luis Zofo (2001) notes that we cannot yetmeasure the participation of so-called "cultural industries" in GDP, due to the absence of a singledefinition that allows its inclusion in the classifications of economic activities currently in force. Thetruth is that the change of direction that has been given to culture is evident and a lot of authors affirm

that culture is recognized today as a development activity and employment generator. The discourseof its importance has gone from being gratuitous, spontaneous; something that is part of the creativity


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for anyone who aspires to raise above the material conditions of existence, to the expression of a good

"intangible" that acquires its realization through the market, as an expression of the implicit value

exchange.4 (Leonardo, 2001:142)

In contrast, in the case of Latin American cities, cultural development has been particularlyinequitable. Industrialization came to them late and therefore deindustrialization didnt hit so

suddenly. Except for the capitals and some big secondary cities, the development has reached theprovincial cities until very recently, so it is common to see low-impact industrial facilities in a lot ofthese cities like the case we will study here. With all this, the development of culture (in its diversityof interpretations) and a commitment to tourism promotion will not be an exception

.

The arrival of cultural tourism through branding Hermosillo

Most of the cities in northern Mexico are around 400 years old. They emerged from New Spainsmissions, and most all of them were settlements whose source of income was agriculture andstockbreeding. In order to ensure economic development, supported the last thirty years mostly by

manufacture industry, these cities have developed a touristic industry to ensure local development.The case of Hermosillo is not an exception: it is an isolated town of nearly 1 million populationlocated in the desert. The capital of the State of Sonora whose economy is based on automobilemanufacturing industry and commerce, is rarely visited by Mexicans and almost unknown by the restof the world. It has a few monuments (none of them recognized by UNESCO) but big naturallandscapes that in many cases are unexplored. The slow development of this population as well as itslow heritage could be explained by its location.

The discovery of the tourism potential of these urban areas has led initiatives to promote culturaltourismin this region. Since 2003 coinciding with the start of the municipal government of Doloresdel Rio

5, measures of "internal promotion of city" begin to be implemented addressed to the citizens to

create public awareness. The slogan Yo le voy a Hermosillo6 is launched to support the

reinforcement of the collective identity (figure 1). One official statement described this program ()designed by the 2003-2006 administration of this municipality in the state of Sonora, is an effort to

strengthen the identity and responsibility among the residents of Hermosillo, the collective affairs of

the municipality and public services from City Hall as a priority () Consist in a promotion of a

symbolic sense of belonging, responsibility, local pride, which to some extent rests on the traditional

regional identity, characteristic of the culture of the state of Sonora.7

The program also promoted a responsible water use and vial culture, two of the most serious problemsof the city

8

4

Translated from Spanish

. Another area that the campaign was meant to cover was solving urban sanitation issues,

promote social participation and the values of solidarity. All of them en un sentido amplio(broadly) and in this wide sense is where probably the problem starts. Marketers indicate theweakness of rhetorical messages or multivocal concepts because they are not recorded in the memory

5Hermosillos mayor (2003-2006) from the PAN (Partido Accin Nacional) known as the most influential right-

wing party.

6It is difficult to make an accurate translation because it involves the use of regionalism. In brief it can be

interpreted like Im with Hermosillo or I support Hermosillo as if it were a team.


8Since 1995 Hermosillo has been through a drought process that has completely emptied his only dam. At the

same time the problems with public transport (which is not administered by the city but concessions that dont

make an effort to provide good service) has led to an uncontrolled growth of vehicular traffic, which added tothe deficiencies in the roads has made to drive either a daring.


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of citizens. Later one of the creators of the program and its slogan, Tonatiuh Guilln, indicated that thescheme was not what were wrong but the interaction rules of the administration because of its shortduration

9

. Even so a 2006 report states that traffic accidents decreased by 45%, but for the watersaving the government implemented a too radical measure so-called Tandeo (that it means byturns) that consisted in the rationalization of the service areas and schedules, which it really isrecorded in citizens minds.

Figure 1.- Slogan of the city program of 2003-2006 and campaings of the public dministration

Other measures that had a positive impact were two programs: "A day without fines" and "Wednesdayof citizen". Over the eternal red traffic lights a group of artist used to make a performance about vialawareness and during Wednesdays citizens used to come together to voice their complaints to CityHall. But the contribution recognized even by the subsequent government of the opposite party wasthe cultural. In an official government document of Del Ro explained: The present administrationaims to promote the history and culture of the city of Hermosillo, as well as promote tourism and that

is why through the Department of Culture Pitic10 Festival was held. Also it was purchased a trolley

that takes a tour of historical points of Hermosillo. 11

In 2003 the Municipal Institute of Culture andArt is created to promote public access to the manifestations of art and culture. The trolley (figure 2),

which is actually a bus whose exterior is decorated as antique (there has never been a tram), is a

success and is currently used by Hermosillo citizens and a small percentage of visitors.

Figure 2.- Turistic trolley that makes a tour around the historical center (2003)

9http://infotecnia.com.mx/centrosconacyt/nota.php?id=99193&tipo=w

10Pitic is the original name of the city



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During the 2006-2009 period12

But certainly the biggest controversy of that period was the influence ofthe Guggenheim effect. Theformula iconic architecture + culture = touristic based economy would occupy the political agenda ofthe controversial state governor, Eduardo Bours (2003-2009). In 2006 was announced the constructionof an urban complex Ro Sonora that would include an art museum, a music house, a visitor center,a mall, and an outdoor agora

the cultural aspect of the city continued its momentum but generally tospeak about culture was usually referring to the fine arts such as dance, music, painting, literature,sculpture and theater. By then the Municipal Institute of Culture and Art (IMCA) continued workingon the grants of local artistic creation and the so-called cultural animation (events). Meanwhile,because of Hermosillo is the state capital, Sonoran Institute of Culture (ISC) -located in this city- ismainly involved in promoting the arts produced in this region. Instead, except for the trolley tour, theconcern for promoting heritage is null. There was even a controversy because of the intent of the StateGovernment to demolish a building of 1915 generously sized and architectural and historicalsignificance, to build a convention center and shops instead.

13

. It sounded perfect: the famous urban coalitions in which bothgovernment and private would work together could be possible; the catalyst project as those inBarcelona, Medellin, Amsterdam and Bilbao would project the image of Hermosillo to the world andboost local economy. But one of the obstacles was that this miraculous architecture was projectedto be built in a wooded area (one of the few remaining) of the city, which led to unprecedentedmanifestations of dissatisfaction at the park. For this reason the Museum took time to be build but theneighbors complaints went unheeded (in fact they are in a penal process) and the inexplicableambition to build it there finally won. The result is as expected: It's a rarely-visited museum; localartists complain that they are not taken into account and the space is wasted; is more used for privateevents such as awards or benefit ceremonies and even weddings. Not all the complex has been builtbut only the mall and the museum. We are still waiting for the miracle.

Figure 3.- Left: Architectural perspective of the Ro Sonora complex by Puebla Architects (2007).

Right: Picture of the Museum of Art of Sonora (MUSAS) main facade

12The mayor passed to Ernesto Gndara (PRI) who is remembered for neglecting his office in his quest for the

governorship of the Sonora state. During this period, his officials and party colleagues were involved in a

scandal, particularly because of the death of 49 children on a fire at the ABCday care.

13Obeso, Marta (2006, 2nd march) Cultura como indicador del desarrollo, in jornalExpreso, Hermosillo.


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In 2009 the PAN party resumed the City Hall by Javier Gndara (cousin of his predecessor but of theopposite party) who follows Del Ros line of city branding but with greater force and the complicityof the governor, who is now of the same party after breaking down the hegemony of the PRI that didnot overcome the controversial of the ABCcase. From this moment, there is a very fuzzy line thatseparates the impetus to promote local art, social cohesion and identity through culture and thetouristic city project. The Municipal Institute of Culture and Art (IMCA) is merged with Touristcommission so is created the Municipal Institute of Culture, Art and Tourism (IMCATUR, henceforth)with a similar mission: Encourage the development and promotion of creative and place the

Municipality of Hermosillo in the major national and international markets as a prime tourist

destination; through coordinated action with other agencies and levels of government to achieve

greater access for citizens and visitors to the manifestations of art and natural attractions, taking

advantage on being one of the fastest growing cities in economic Mexico.14

At the same time is launched the new brand of the city hmo accompanied by a slogan Hermosillo Ilove you (Hermosillo te quiero) (figure 4). The city brand and its slogan promoted concrete actionssuch as the Hermosillo song contest, the creation of the Association of Touristic Guides and HostsYour Guide, the promotion of museum spaces and heritage, a Medal of Civic Merit and permanentcultural activities at the Plaza Zaragoza. As we see it is a combination of citizen participation and thepromotion of urban tourism to promote the few heritage buildings, because the city actually is prettyyoung.

Figure 4.- The city brand hmo and its slogan Hermosillo te quiero

This city brand joins to the list of cities seeking not to be a typecast and reach the maximum number ofpeople (citizen, visitors, etc.). A multicolor logo, generic, where everything can be represented and atthe same time all people must be identified, as is the case of the brands: Hawaii, Lisbon, Montreal,Hong Kong, Mexico City, Sydney, Tunisia, Melbourne, Manab, Panama, Guadalajara, Aruba,Budapest, Quertaro, Barranquilla, to name a few popularized by that time. On the other hand, theslogan, obviously looking for the "feeling of belonging, responds to a worn pattern (forty years laterof the "I NY") as the use of a heart to to symbolize a feeling or the inclusion of the words passion,love, want, or being, to indicate that identification. For example: Belfast, Blackburn and Darwen,Barcelona batega (Barcelona beats) with the B as a . Besides I amsterdam and BeBerlin. Alsothe slogans Amor por Bogot, Virginia is for lovers, Love Barrow, Love Cambrigde and onethat is the same of our case, Puerto Cabello Te quiero (Venezuela).

With its new brand and slogan, Hermosillo starts an announced way to promotion as a host city forevents. To do this the council creates a new agency, the Conventions and Visitors Office (OCV) with amission that sounds familiar: Contributing to the three levels of goverment and private initiative ineconomic development and growth of tourism in Hermosillo, Sonora, being a facilitator in the processof promotion, attraction and retention of national and foreign visitors.15

14

Mission of IMCATUR translated from Spanish and taken from http://www.hermosillomex.com/mision.php

It is noteworthy that thereference to these three levels is due to the difficulty to make a joint work involving parties ofdifferent political forces. In this case the three levels belong to the same PAN party for the first time.

15Mission of OCV translated from Spanish and taken from http://www.ocvhermosillo.com/web/


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The

Nevertheless, the institutions that support cultural activity at the Sonora State level (Comisin deFomento al Turismo del Estado de Sonora e Instituto Sonorense de Cultura) and Mxicos Federallevel (Consejo Nacional para la Cultura y las Artes y Secretara de Turismo Mxico) depict several

discrepancies about their conception of

the Conventions and Visitors Office (OCV) seems to make the same work of IMCATUR and ituses the city brand to promote their labor.

culture

The Strategic Plan for Sustainable Development of Tourism in Sonora 2010-2015 which made adiagnosis that indicates a trend towards urban tourism destinations on the beach

or identity. Likewise, the institutions doomed topromote tourism at the state and national level do not even consider local art as an option, instead theyhave the fantasy of a city full of legends and monuments.

16, but instead of

proposing a beach tourism it offers a tour of the city of Hermosillo: Delve into the wonderfulHermosillos history and culture, visit the Cathedral, Government Palace, the major museums, among

many other things that will take you into a trip full of anecdotes and incredible scenery. Meet the

statues have been placed in honor of the heroic figures of our history, enjoy their stories and marvel at

the stunning architecture of our main monuments. See the main points of business, infrastructure

developments and attractions offered by Hermosillo city dwellers such as bars, restaurants, clubs,

parks, plazas and more. 17

What we can agree to this city brand are some of the programs and specific campaigns. The campaignHermosillo I want you clean, tidy and modern

But this descriptions are not even close to reality, since the documentproposes a tourism almost mythological and does not correspond it the final proposals, which again

point to promote its beaches and increase the tourism infrastructure based water use in the Sonora riverroute.

18 is released in October 2010 and express some of the

actions come from participatory processes, not only through the 13 city councils but also to desiresexpressed by residents of nearly 200 neighborhoods visited by the program The Mayor in yourneighborhood. The emphasis in the cleaning it will need citizen engagement through five key actions:1. No littering in public places, 2. Sweep the front of your house including the street, 3. Take out the

trash only day that passes the collection truck and in a safe container, outside the reach of pets, 4.

Prune the bush, tree or green area in front of your property, 5. Keep the backyard free of tires, junk,debris or branches, which may be deposited in the designated green points.19

But the city brand does not end here, because the urban transformation projects will also be supported

by it. One of the weaknesses of the municipal administrations (since the 80s) is his obsession forintervening always in the same places. Hermosillo is growing fast; the ford plant expansion in theearly 21th century accelerated its growth and there are a lot of new areas of the city where not even the

asphalt has come. The main boulevards are rehabilitated again and again, the same parks and squares,the same few historic buildings. These projects are mostly like a make-up to its visible face; give the

citizen a spectacle so far from their real needs. The federal, state and municipal institutions identifiedin Hermosillo a cultural potential that is interpreted by each one in very different ways. They are noteven weak, just do not work for a common goal neither communicate with each other.

Is proved that concretestrategies which indicate specific actions, would have more effect on the population. For instance, thecase of the campaigns made by the City Hall of Barcelona in the eighties which eventually reached thecomplicity of the citizens for their Olympic project.

16The municipal territory is large (more than 14 000 km2) and the stretch of beach is more than 200km.

17Plan Estratgico de Desarrollo Turstico Sustentable del Estado de Sonora 2010-2015. (pp. 36)

18The meaning of want and love in Spanish is the same, so they played with the ambivalence of them with

Hermosillo te quiero limpio y ordenado

19Translated from Spanish and taken from http http://www.hermosillo.gob.mx/pages/hermosillo_moderno.aspx


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The city council is committed to providing identity andculture, but contrasting the local project and aNational Survey of Habits, Practices and Cultural Consumption by the National Council of Culture

and Art (CONACULTA) in late 201020

, the confusion becomes bigger. According to the survey, in

Sonora for 46% of respondents have little interest in what happens in the culture or cultural activities(which for the CONACULTA are: theater, dance, film, literature and music). The 35.6% had neverbeen in a museum and 88% have never been to an exhibition of plastic arts.

Last reflections

There is no doubt that the cultural system must be strengthened at all levels. It is essential thatHermosillo citizens have access to art manifestations and is a prime necessity that the city promotesvalues such as water care, cleaning and proper use of the roads and public spaces. The problem isstarting from the end; the city brand it should be a product of specific actions, not backwards. Theobsession with promoting forced identity, a heritage that has nothing of historical, and an art museumwhere local artists cannot exhibit and no one visits, ends up being offensive to citizen. All of thesestrategies do not revaluate architectural landmarks, regional identity or urban transformation and local

development, but instead, they constitute a risky initiative to trivialize the public space, and symbolizecitizenship to consumption and leisure, according with the neoliberal inertia to which cities have

undergone.

We argue that Hermosillos population requires another type of institutional strategies advocated tofulfilling the basic needs. Its citizen need more specific consciousness campaigns, starting to attack thebiggest problems of the city such as the drought, insecurity, education, and drugs traffic culture. Topromote cleanliness, civics, safety, coexistence and other human values; culture as a factor thatreinforces these values and provides identity to a community; the revaluation of heritage as assets ofour culture; to create venues for the dissemination of culture and interaction (museums, parks,libraries, sports centers, etc.); to ensure that citizens have quality of life; the brand as a result of citizensynergies that promotes the success of public policies; and promoting tourism in the city to hold events

and attract new citizens.

This paper is not against some uses of culture, it is essential as a social welfare factor and we need togenerate social cohesion not only by the access to arts but providing the required space for interaction.That strengthens and promotes the human development. Urban tourism in a case like this should be theresult of a safe citizenship, proud of their neighborhood, where people can be transported through theirtown in a desirable time and without perturbations. We must remember that no brands, slogans oriconic architecture are miraculous.

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Greenberg, Maria (2008)Branding New York: how a city in crisis was sold to the world. New York: Routledge

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