Audience Development, cultura e città: il caso di Frida nel Parco

In this dissertation I will try to research whether a little bar, example of grassroots initiative, can change the profile of an area of a city, changing the habits of attendance of a public space, offering it new life. In particular, I have analysed the project of Frida nel Parco, which has been working towards the regeneration of the Montagnola park in Bologna since 2019. In order to do so, I have started with the definition of audience development within the Italian context. For the research I have used three methods of investigation: observation, interview and questionnaire. Analysing the collected data I have come to the conclusion that a small reality can change the life and the appearance of a public space, as well as influence the habits of its visitors. Moreover, if a small project is part of a larger, long-term one, the limits to the improvement it can achieve become even less relevant.