Local and popular cultural festivals as venues for the promotion of equity, diversity, and inclusion: The case of the Petronio Alvarez Pacific Music Festival in Colombia

This chapter offers empirical evidence of the contribution of a local and popular festival to diversity and inclusion in the hosting territory. With this in mind, three impacts (economic, social, and cultural) are determined and measured from the triple perspective of the creation of value of cultural assets. We show the case of the XXII edition of the Petronio A lvarez Pacific Music Festival held in the city of Cali (Colombia) from August 15th to 20th, 2018. The estimates were taken from three sources: (i) an input-output model adapted for the economy of the city of Cali, (ii) A face-to-face survey of 1,030 festival attendees over 18 years old, and (iii) A face-to-face survey of a representatives of each of the 173 business positions that took part in the Festival (e.g., handicrafts, musical instruments, traditional beverages, cuisine, hairstyles, and cosmetics). The results show that the festival: (i) generates inclusive material wealth, which is measured through income and employment for Afro-colombian communities, traditionally marginalized and economically disadvantaged; (ii) is shown as an opportunity to promote intercultural dialogue and diversity for the local community and tourists; and (iii) the community attending the festival (both locals and tourists) contribute to the cultural enrichment of the territory. The applied method might be replicated for other festivals case of studies in other countries in order to generate evidence that can be used for designing cultural policies which encourage diversity and equity in a specific territory.