Event Value for Local Community ("Art-Ovrag" Case)

In Vyksa, as in many other small Russian towns, residents do not have the skills to work with the space in which they live. Realizing this problem, in 2011 the city administration with the assistance of the NGO "OMK-Participation" organized the annual festival "Art-Ovrag". However, the question of the value of the event for the local community remains open. Many art objects and public spaces do not live for a year, being destroyed by local residents or simply abandoned. The question of assessing the value of the product of the territory from different sides was considered by many classics of territorial marketing. Priority directions of the product development of the city differ depending on the subjective preferences of individuals, their psychographic, socio-demographic and other characteristics of the local community. However, the authors often did not consider the target groups in terms of perceived value and use scenarios. This paper looks at the value of the project for different user groups and stakeholders using a segmentation of the local population based on scenarios for the use of the territory. This approach was realized thanks to the empirical part of the study, during which, based on a survey of local residents, factor and cluster analysis were conducted to form groups users on the scenarios of using the territory and generate value profiles for each stakeholder. The results of the work may be interested to the organizers for the development of the festival, taking into account the interests of the stakeholders. The concept can be used as a basis for further research.