- Surveys and Mega Events: symbols and social capital in the new image of Turin   38 kb by    Guala, Chito | guala.chito@tin.it    Short Outline The international debate about “Mega Events” (Olympics, Soccer World Cup, World Expos…) shows a broader differentiation considering the concepts utilized and the classifications proposed. Mega Events, Big Events, Hallmark Events, Special Events, and so on, are used to define such phenomena, but the risk of overlapping meanings affects these concepts and their operational and euristic goals. Abstract The international debate about “Mega Events” (Olympics, Soccer World Cup, World Expos…) shows a broader differentiation considering the concepts utilized and the classifications proposed. Mega Events, Big Events, Hallmark Events, Special Events, and so on, are used to define such phenomena, but the risk of overlapping meanings affects these concepts and their operational and euristic goals. The aim of the paper is to discuss how some variables deal with Mega Events, as high political and international significance, media coverage, uniqueness and popular appeal. But also the “contents” of Mega Events, their different economic impact and television role, can help us to define a more functional classification, that involves also strategic public works. A new taxonomy is proposed, using the combination of contents, scale and global\national impacts of these multidimensional phenomena. These considerations can be proposed and applied to the case of Turin, the Piedmont capital, that will host next Winter Olympic Games in 2006. In the research of a new redevelopment model, overpassing the Fiat Company Town stereotype, a central role is covered by the attitude of population toward the Games (expectancies, fears, loyalty…): a new identity can also be improved considering the possible links between the city and the Alp mountains. A survey confirms it. Avoiding a generic and mechanic utilization of the Alpine area as a “winter sky dominion” (the mountain as a green escape area for the city) a recent investigation is finding for a new kind of reciprocal growth for the city and the Mountains at the same time, trying to promote the Mountains not only for winter sports, but also for the local economy and communities, and for the recovery of old military forts, abbeys, churches, museums. The participation of associations, groups and single citizens can legitimate the local authorities in the reconstruction of the Turin identity. The process can involve and promote the Piedmont image at a national and international level. Keywords Case Study presented on the ISOCARP Congress 2003: Planning in a more globalized World   Click to open the full paper as pdf document   Click to send an email to the author(s) of this paper