Matadero-Franklin, from Popular Market to Artistic-Cultural District. Conservation and Capitalization, Through Creative Tourism and Co-creation

Abstract

The main objective of this work is to explore how to preserve the heritage of an artistic and cultural district, through urban regeneration and the development of urban creative centers with artistic and cultural content. The aim is to understand the effects of cultural marketing strategies in different districts. Matadero-Franklin is selected in Santiago of Chile, an iconic district of popular markets, chosen to develop the XXI Biennial of Architecture and Urbanism 2019. It also compares its situation with other relevant cases of districts and buildings converted to creative poles. Methodologically, literature on creative and co-creation tourism is reviewed, interviews are made with key actors from the district and from the Biennial, plus the analysis of the event impact on press media. It is concluded that the Urban and Cultural Marketing can empower “Matadero-Franklin district” as a brand, obtaining positive socio-economic effects in various interest groups.