Regional and local fairs’ digitalization

Due to the covid-19 emergency it was necessary to face the need to carry out some events of territorial promotion through the digital mode, thus a new RSG was born consisting of two LAGs, Gal Genovese Development Agency and LAG Verde Mare, a company of digital services and two Expo Committees: Expo Alta Val Trebbia and Expo Fontanabuona Tigullio.This is an innovative solution that has ensured the creation of a digital platform for the promotion of artisan and tourist activities as part of these two local events, including EXPO FONTANABUONA TIGULLIO also recognized as a regional fair.GAL Genovese Development Agency is the organizer of this regional fair which takes place in Val Fontanabuona, a mountain area in eastern Liguria, and which attracts thousands of visitors every year. The fair receives each year a public funding by Liguria Region and Genoa Chamber of Commerce. Due to the pandemic the event seemed cancelled, but fortunately an innovative solution was found: a digital platform where users could found local products and services they need according to the e-commerce mode.

CREATION OF A NEW STAKEHOLDERS GROUP that involves two LAGs, Gal Genovese Development Agency and LAG Verde Mare, a company of digital services and two Expo Committees: Expo Alta Val Trebbia and Expo Fontanabuona Tigullio.

STRENGTHENING OF EXISTING STAKEHOLDERS GROUP that involves Municipalities, Expo Committees, associations, businesses, citizens

INDIVIDUATION OF A SUBJECT - Agenzia di Sviluppo GAL Genovese - that is a link with Regional Authority (Liguria Region and Genoa Chamber of Commerce).

DIGITAL PLATFORM with significant number of visits
From 29th of August to 13th of September, data recorded 4206 visits (unique users) which is equivalent to a daily average of 262 visits per day. The analysis allows us to verify the interest aroused by the platform, in particular the interesting data are:
Bounce Rate: 43.25%
Pages / session: 6.14
Average time on page 35 seconds
Local initiatives in presence had an unexpected success also.

This model was been replicated in other nearby areas of the hinterland as a good practice on other local events. Users took confidence quickly with this tool and the target audience has seen an increase in users included in the 20-40 age group, less interested in the traditional fair model.
Exhibitors were satisfied with this digital tool and they declared they would like to replay it for the next year as a support to the traditional fair in presence.

STEP 1
FOCUS ON THE VILLAGES’ NEEDS AND OBJECTIVES and STAKEHOLDERS’ INVOLVEMENT
The two LAGs (Local Action Groups) have guaranteed a fruitful dialogue with the territory (Municipalities, Expo Committees, associations, businesses, citizens), and trough a bottom-up approach they understood villages’ needs:
1. To guarantee visibility to the territory
2. To promote local craftsmanship and its own products
3. To promote local farms and its own products
4. To promote local events (guided tours, conferences, excursions, workshops, taste itineraries…)
5. To promote local catering businesses
STEP 2
DIGITAL PLATFORM – CONCEPTION AND CONFIGURATION
The two LAGs have involved “Isola che non c’è”, a company of digital services for the creation of a digital platform for the promotion of the two main events (where artisans and farmers could show their enterprises and sell their products) and of the initiatives that took place in their context also.
Expo Fontanabuona Tigullio digital platform opened for 2 weeks, from 29th of August to 13th of September 2020.

Artisans and farmers became “virtual exhibitor” of the on-line Expo. Each exhibitor had a virtual shop available to show its own business, both with a description and with a gallery, to make the products known and book them through a simple online registration. For each shop contact information and methods of purchasing and collecting, the goods have been included, in addition the possibility of booking a visit to their headquarters by appointment was been offered to the users.
In addition to the exhibitors, initiatives have also been included, all of these in presence and bookable online. The tourism promotion, as well as through the events, has carried out with the promotion of restaurant businesses. These last had a virtual space also where they described its own business, showed photos of the traditional dishes, proposed menu with local specialities and applied fair discount.
STEP 3
MONITORING
An appropriate monitoring program has been used to check the virtual visits, included timing, selected pages and bookings.
STEP 4
RESULTS ANALYSIS
Data recorded 4206 visits (unique users) which is equivalent to a daily average of 262 visits per day. The analysis allows us to verify the interest aroused by the platform, in particular the interesting data are:
Bounce Rate: 43.25%
Pages / session: 6.14
Average time on page 35 seconds
Local initiatives in presence had an unexpected success also.

This model was been replicated in other nearby areas of the hinterland as a good practice on other local events. Users took confidence quickly with this tool and the target audience has seen an increase in users included in the 20-40 age group, less interested in the traditional fair model.
Exhibitors were satisfied with this digital tool and they declared they would like to replay it for the next year as a support to the traditional fair in presence.

Val Fontanabuona is one of the main valleys of the Metropolitan City of Genoa, it includes 13 municipalities: Avegno, Cicagna, Cogorno, Coreglia Ligure, Favale di Malvaro, Lorsica, Lumarzo, Moconesi, Neirone, Orero, San Colombano Certenoli, Tribogna, Uscio. It occupies a surface of 220.07 km² and a population of 22,764 inhabitants. It is a longitudinal valley separated from the coast by a dorsal whose altitude has a range going from 600 to 1300 meters. The valley bottom is about 30 Km and its water catchment area is about 163 kmq. For its economic importance Val Fontanabuona was been considered one of the industrial district of Genoa Metropolitan City: the slate district. Despite the crisis in the sector which led to the closure of many companies, the valley still remains a reference area for craftsmanship, there are in fact numerous small and medium-sized enterprises on its territory (about 1978 operators estimated).
Agriculture finds fertile ground in the wide spaces of the valley floor: vegetables and specialized floriculture are mainly present. Farms are about 622.

Human resources needed:
1 expert in rural development (contacts with stakeholders and territorial marketing), 1 responsible for administrative and accounting, at least 1 expert in communication matter and event organization, 1 expert in digital services.

Investment amount: 18.000,00 € financed by Liguria Region and Genoa Chamber of Commerce

A Continuous and collaborative dialogue with stakeholders
Clarity in objectives
Capitalization of results

STEP 1
FOCUS ON THE VILLAGES’ NEEDS AND OBJECTIVES and STAKEHOLDERS’ INVOLVEMENT

1. To guarantee visibility to the territory
2. To promote local craftsmanship and its own products
3. To promote local farms and its own products
4. To promote local events (guided tours, conferences, excursions, workshops, taste itineraries…)
5. To promote local catering businesses

STEP 2
DIGITAL PLATFORM – CONCEPTION AND CONFIGURATION
Digital platform has been created on the basis of stakeholders' needs and in collaboration with a digital services enterprise.

STEP 3
MONITORING
An appropriate monitoring program has been used to check the virtual visits, included timing, selected pages and bookings.
STEP 4
RESULTS ANALYSIS
Analysis of users' satisfaction
Analysis of exhibitors' satisfaction.
Analysis of stakeholders' satisfaction.

STEP 1
Stakeholders' involvement (businesses included)
It need a significative period of time (2 months estimated)

STEP 2
Digital Platform need a significative period of time (2 months estimed)

STEP 3
MONITORING
Self-monitoring and external monitoring

STEP 4
RESULTS ANALYSIS
Self-evaluation and external evaluation