Institutional portal - Municipality of Milan

Accompanying measures for the resumption of live entertainment activities

Milan, March 12 2021 – “Milan, what a spectacle!”. This is the title of the initiative conceived and approved today by the Council to support and relaunch the city's entertainment sector, so hard hit by the dramatic pandemic crisis which, since 24 February 2020, has caused the entire entertainment sector to stop operating live for 8 months out of 12. 
 
Recently published data relating to the impact of the pandemic on the Italian economy (CGIA Mestre) highlight how the entertainment and live music sector records negative changes in turnover ranging from 70 to over 90% compared to the previous year: an economic and cultural emergency involving thousands of operators and artists, with an exceptionally serious impact on the Lombardy and Milanese territory. The Prime Ministerial Decree in force from 6 March to 6 April confirms the suspension of shows open to the public in theatres, concert halls, cinemas and in other venues or outdoor spaces. 
 
“Milan, what a spectacle!” is the communication, participation and promotion project wanted by the municipal administration to offer support to all operators in the area who operate in the field of live entertainment, in particular to the many subjects who, at the time of reopening, will not yet be in the conditions to resume activity in their own spaces, and to artists or groups who need a safe space to return to the stage, be it music, theater or dance. 
 
 “During 2020, the municipal administration implemented many initiatives aimed at supporting the sector, including by bringing its needs to the Ministry, and at counteracting as far as possible the negative effects generated by the suspension of activities. Interventions have been activated both of an economic nature, such as the provision of refreshment contributions from the Mutual Aid Fund, and of an organizational and promotional nature, such as the 'Aria di cultura' program and the Summer Sforzesca 2020 exhibition - declared the Councilor for Culture Filippo Del Corno –. 'Milan, what a spectacle!' aims to be an accompanying tool for the relaunch of entertainment in Milan, a means of supporting and coordinating, as soon as the pandemic situation allows, cultural and entertainment initiatives, not only to be alongside the operators in the difficult resumption of activities, but also to bring the public closer to the venues of the show, stimulating the desire to live the unique experience of a live show again".
 
 “Milan, what a spectacle!” is divided into four main assets, in particular: 
A massive and coordinated communication campaign, through the use of digital screens, billboards, web and social media, advertising on public transport 
The provision of a multifunctional space, equipped with audio-light service and staff, to host various events and types of live shows 
The creation of a city schedule with initiatives and events proposed by the city's public and private institutions 
Facilitated access to theaters through discounts or free tickets dedicated to specific audience targets, in order to encourage the return of spectators 
By the end of March, notices will be published to identify sponsors and technical partners for the implementation of the 4 actions corresponding to the 4 objectives. The results will be published by the end of April and in May the Administration will be ready to start the project. Naturally, the initiative will start when the measures to combat the epidemic, and the consequent decisions taken for the resumption of live entertainment activities, allow it.