Articles Digital Marketing and creating online businesses.

Digital marketing for natural parks, in Mexico!

At the beginning of November I had the pleasure of participating in a UNWTO Regional Course in Mexico. The objective was to help those responsible for the main natural parks in this country to improve the management of the parks and to put them on the market.

Mexico and natural parks

Mexico is known for having a wide variety of natural parks and protected areas. Some of the best known include:

  • Sierra de Guadalupe National Park: This park is located in central Mexico and is known for its mountainous landscapes and for being home to a wide variety of fauna and flora.
  • Sian Ka'an Biosphere Reserve: This reserve is located in the Yucatan peninsula and is known for its white sand beaches and turquoise waters. It is also home to a large number of animal and plant species.
  • Sierra de Órganos National Park: This park is located in the state of Zacatecas and is known for its impressive rock formations and for being home to a large number of plant and animal species, such as white-tailed deer and gray wolves.
  • Desierto de los Leones National Park: This park is located in the Sierra Madre Occidental and is known for its mountainous landscapes and for being home to a large number of plant and animal species, such as the golden eagle and white-tailed deer.

The parks of Monterey

In the Sierra Madre is where the Cumbres de Monterrey National Park is also located: This park is known for its impressive views of the desert and for being home to a large number of plant and animal species, such as the gray fox and the eagle owl. Around Monterrey there is also the La Estanzuela National Park, the Cerro de la Silla Protected Natural Area and the Chipinque Ecological Park, the latter with spectacular views of the city of Monterrey.

We visited all these parks, as well as the protected area of ​​the Bishopric where a Monterrey history museum is located, which helped me to better understand the idiosyncrasies of the city and its inhabitants. Above all, with regard to the Battle of Monterrey, in which Mexico ended up losing half of its territory to the United States. This part of the story is not explained in Spain and I only knew about it through Hollywood movies.

About the Digital Marketing course

The course was titled: “Tourism and Protected Areas: A vision of Sustainable Management

On the one hand, he participated Ana Baez in the management of the parks, and I for the improvement of its commercialization. Ana is a super expert in natural parks and protected areas, and to a large extent, the origin of Costa Rica's good position in this tourism segment. It was an honor to be the "opening act" for her and help the parks to reach their users and thus contribute to the economic sustainability of the project... which obviously also leads to having funds for conservation and therefore also environmental sustainability .

The training was carried out at the TEC de Monterrey during the first week of November 2022. Although calling it training is to greatly simplify what is actually carried out with the course participants. The UNWTO methodology is that of "learning by doing", so our work is that of facilitators: a mixture of trainer and consultant, and the final objective is that the participants return home with a Marketing plan (in my case ) under his arm, and with the necessary training to implement it.

Monterrey and Nuevo Leon

I had never been in the Monterrey area, the state of Nuevo León (northern Mexico). It is spectacular from the point of view of nature and the preservation of fauna and flora, but it is also spectacular from the point of view of the city itself: a mega-city of 8 million inhabitants. A rich area, with work for everyone (less than 2% unemployment), with a highly developed industrial sector and manufacturing for the US and Mexico, but also with first-class services: they are one of the main centers of Tourism Latin American doctor.

Very different from the image of Mexico that I had up to that moment. And it's not that the image was bad, it's that it was more folkloric. Until this trip, I had been in the Los Cabos area (where I went fishing after a trip I made to Los Angeles/San Diego/Las Vegas), and on another occasion, to teach Digital Marketing classes for destinations. , also with the UNWTO, in Zacatecas (another beautiful area of ​​Mexico).

The course went very well, as always, when people understand the potential of the Internet to market their products and services, and you show them how to do it, they are fascinated with the subject and always more, the vision of the network changes for them . There is always a before and after.

... and after finishing the course

Taking advantage of the fact that I was in Mexico, I was able to accept participation in a Tourism Innovation congress that was held in Veracruz, the following week, within the framework of the Expo Veracruz. Obviously, I also took the opportunity to visit this part of the country, very focused on the beaches and Mayan ruins. Also in nature tourism. Again, it was a pleasant surprise for me.

Anyway… a trip to Mexico is 100% recommended!

Here are some links:

  • Nuevo Leon Tourism: New Lion
  • Veracruz Tourism: Veracruz
  • I leave you a link to the webinars, where you will find one that I gave on December 20, 2022 for the Secretary of Tourism of Mexico: A world without cookies

I hope you find it useful

A hug

Webinar on Artificial Intelligence and new job opportunities

The week before Christmas, I had the pleasure of giving two webinars for the Alumni of the University of Girona. One dedicated to the "Metaverse and new job opportunities" and another dedicated to "Artificial Intelligence" and again, the job opportunities that come with it.

I will write an article for each of them and link them to the respective videos since the university has posted them openly on their YouTube account.

The first article can be found here: The Metaverse and new job opportunities

Here goes the second:

Artificial Intelligence and new job opportunities

Artificial Intelligence (AI) is a technology that enables machines to perform tasks that normally require human intelligence, such as pattern recognition, machine learning, and decision-making. AI is revolutionizing many fields and creating new job opportunities around the world.

Some areas where AI is creating new job opportunities include:

  • Analysis of data: Data analytics professionals use AI techniques to analyze large data sets and extract valuable insights.
  • AI system design: AI systems engineers design and build AI systems for a wide variety of applications, such as speech recognition and computer vision.
  • User experience design: User experience designers use AI to create more intuitive and personalized applications and services for users.
  • Investigation and development: Researchers in the field of AI develop new AI techniques and algorithms and conduct research to advance the field.
  • Marketing: Marketing companies are using AI to analyze vast amounts of data and improve their online marketing campaigns.

Overall, AI is creating a wide range of new job opportunities in a variety of fields and changing the way we do business and work.

Here is the video so you can learn more about how we use them on a daily basis and how they can help you in your professional career.

Video of the webinar: Artificial intelligence and new job opportunities

I hope you find it useful.

A big hug.

Digital Marketing for receptive travel agencies, in Tanzania!

At the end of November I was participating in a joint mission of the World Tourism Organization (UNWTO), the UNBP the United Nations agency that fights poverty, the World Bank and the Association of Travel Agents of Tanzania (TATOTZ). It was about helping incoming travel agencies and small local tour operators to get direct customers instead of passing customers through the entire tourism distribution chain.

Tanzania and incoming agencies

The problem that local agencies have is that the prices of a safari in Tanzania are very high, but then, when the product is offered to clients, they feel that despite everything being wonderful, they are not receiving the service for which they have paid. Especially at the level of service providers (hotels, guides, transport experience...).

For example, someone who has paid €1,700 for a safari of 1 day and one night in the Ngorongoro Crater, does not accept being charged €5 for a coke to drink during dinner at the hotel... they comment "with what that I have paid, are the drinks not included? Not even the non-alcoholic ones?”

But the truth is that only a tiny amount of money has arrived at the hotel. What comes to them hardly covers the expenses that the client will incur. The margins they work with are less than 5%. If anything goes wrong, the profits are gone and they lose money.

Where does the customer's money go?

Where will the €1700 that the customer has paid go? Well, to all intermediary agencies. Each one of them has doubled the initial price of the package that the customer has purchased. This is how the tourist intermediation sector works when the client is so far from the issuing agencies.

But not everything is the fault of the intermediary agencies, nor of our local agencies. They carry out their function: they have their clients and contribute them to the distribution chain, advise, help design a specific product for them and offer guarantees and insurance. They do their job perfectly.

The shopping experience in a receptive agency

If you ever try to buy a package directly at an incoming agency in Tanzania, you will find that everyone offers the same thing: "custom-made safaris", without more... "tell us what you want and we will prepare it for you"... (but how? Am I going to know what I want, if I don't know anything about Tanzania?). And with such varied and disparate prices, one is unable to choose which is the appropriate service... so it is not surprising that potential clients decide that they are going to trust their lifelong travel agency and that they are the ones who set up trip.

For more INRI, as the most famous safari location in Tanzania (the aforementioned crater) is touching Kenya, and Kenya has done its homework at the marketing level, most likely when you hire the safari, your local agency will hire it to a tour operator, and that this tour operator contracts it with a receptive agency in Kenya, which will make you visit the Masai Mara park in Kenya first, stay there and then, one day, go to the Serengeti park in Tanzania or the Ngorongoro crater.

The rest of the parks in Tanzania are empty! Tourists do not arrive there despite the million and a half annual tourists that they receive as a country.

The “other” function of incoming agencies

In short... that the population of Tanzania is on the verge of poverty, or fully in it, while the north country and Zanzibar are full of tourists. This is when the sustainability of a country's tourism development project comes in.

It is not enough that tourism is respectful of the environment and helps protect it, it is also necessary that we make sure that the money generated by tourism reaches the local population. Working with the receiving agencies seems the most feasible solution and that is what the United Nations opted for: the receiving agencies are the local entity that will distribute the money to guide companies, transport companies, hotels and natural parks.

Marketing and incoming agencies

On behalf of the UNWTO, 5 specialists in sustainable Tourism Marketing intervene. First giving 5 more technical online webinars, for receptive travel agencies, and then in person a 5-day course on how to market your tourist experiences directly to the end user and how to create an International Digital Marketing Plan.

There is much work to be done. The people who attended the course were enthusiastic about the knowledge on how to create and market their tourism experiences on the internet, but they have serious problems with technical web management. The hostings are not good, some websites are hacked, the webmasters are subcontracted in distant countries and are unprofessional, there are no local providers with knowledge of digital marketing... in short... there is a long way to go. But at least they have the intention to fix it and this is already a big what… the intention is the precursor of the action, so go ahead!

I leave you with some links.

  • Tanzania Tourist Office: Tanzania
  • Tanzania Tour Operators Association website: TATOTZ
  • My Instagram in case you want to see some of the photos and videos I took during my visit to Tanzania: Instagram Montse Peñarroya
  • A link to the open webinars that the organizers publish on Youtube. There are some from the World Tourism Organization, though not the ones from Tanzania: open webinars

I hope you find it useful.

A hug

Webinar on the Metaverse and new job opportunities

The week before Christmas, I had the pleasure of giving two webinars for the Alumni of the University of Girona. One dedicated to the "Metaverse and new job opportunities" and another dedicated to "Artificial Intelligence" and again, the job opportunities that come with it.

I will write an article for each of them and link them to the respective videos since the university has posted them openly on their YouTube account.

Here goes the first one:

The Metaverse and new job opportunities

The term "metaverse" refers to a virtual universe in which users can interact and experience in ways similar to how they would in the real world. The metaverse concept has been popularized by science fiction novels and movies, but it is also being developed in real life.

Metaverses can be used to create immersive virtual reality experiences, massively multiplayer online games, training simulations, and much more. This has led to new job opportunities in areas like game design, VR programming, and metaverse content creation.

In addition, metaverses can also be used to facilitate collaboration and communication between people around the world. This could lead to the emergence of new jobs related to online coordination and moderation.

In general, the metaverse and virtual reality offer a wide range of new job opportunities in a variety of fields, although they are not as developed as we are led to believe.

Please watch the video to learn more about this topic. The webinar is in Catalan.

Video about the metaverse and new job opportunities

I hope you found it interesting.

  • You can find other webinars that I have given and that are open on this page: Webinars
  • If for some reason the embedded video does not work, here is the link: Webinar video

A big hug.

How to create a Digital Communication Plan

How to create a Digital Communication Plan

Internet communication has changed a lot in recent years. The massive entry of companies into the network, added to the entry of new users caused by COVID-19, requires digital marketing professionals to be up to date and carry out their plans using the strategies and techniques that really work. Digital marketing is a discipline in full expansion, but also in full change and evolution.

During this week, I have had the pleasure of giving in Andorra three monographic workshops on SEO, advertising and web analytics, respectively. And a face-to-face course dedicated to the creation of the Online Communication Plan for tourism companies.

I am writing this article, not to talk about the course, but to talk about the methodology with which I help create digital communication plans. I would like to share with you the framework that we use at the UNWTO, the United Nations agency that is responsible for helping the development of countries through Sustainable Tourism, to help companies and destinations create their online communication plans... if it can help you to prepare yours, whether or not you are from Tourism.

With that said, let's move on to the framework that will help you create the plan. It's called SOSTAC, which stands for Situation, Objectives, Tactics, Action and Control.

Points of a Digital Communication Plan

SOSTACCreating a Situation Analysis

We will carry out a small analysis of our organization to remember what the mission was when it was created, what our values ​​are and what our business model is. Also current types of clients, what our competition does on the Internet, trends in the sector, etc. With all this information the company will create a SWOT. With the SWOT in hand, you will create a CAME (you will define actions and strategies to neutralize the negative points and value and enhance the positive points of the SWOT).

If you want more information about doing a SWOT or a CAME, I have put some links at the end of the article.

Setting realistic goals

We will define clear, measurable objectives based on current numbers. To create the objectives, it is better to start by creating a sales funnel to know the current conversion rates, and from this data to be able to set realistic objectives.

Defining our digital strategy

We will draw up a strategic plan defining customer, price, marketing, communication and brand strategies.

In the bibliography you will find an article of mine where I develop more how to create digital communication strategies.

Identifying the best tactics

We will plan the tactics that will help us get customers to arrive automatically and in a sustained way. Inbound marketing and content creation will be our main tactics.

Creating the Online Action Plan

We will define a whole series of actions to achieve the objectives that we have set for ourselves. Actions to attract traffic to the website (SEO, SEM, network advertising, natural presence on social networks, presence in online media, presence in online markets and direct marketing [email marketing or Whatsapp marketing]). Actions to convert visits into customers (persuasion, trust and good user experience [UX]). And actions to build customer loyalty.

Controlling the Online Communication plan

We will create a measurement and control plan to ensure that the actions are leading us towards the proposed objectives. We will define KPI (Key Performance Indicators) and we will use some data visualization tool to easily interpret the data (we can use the control panel of google Analytics, or use Google Data Studio and thus be able to aggregate data from more than one source).

You will have to work on all these points step by step, so that at the end of the process you have an Online Communication Plan that guarantees you to achieve the strategic objectives that you set for yourself, and an action plan that allows you not to have to improvise.

You will find more information here:

I hope this article will help you.

As always, receive a big hug.

We're going talking.

RIP Universal Analytics, long live the new Google Anaytics 4

With what it had cost you to get used to the inferficiency of google Analytics and how long it took you to learn the new features. Well wing! New program, new criteria and new interface. Alas, to create new slides for my classes! (for three years I have been teaching the subject of Digital Analytics in the career of With what it had cost you to get used to the inference of Google Analytics and with what it had taken you to learn the new features that are appearing in the menu marked as Beta March 30, 2022

March 30, 2022

The truth is that he had already warned us more than a year ago. And furthermore, we know that cookies will disappear in 2023. So it is normal for Google to retire this tool that has been with us for so many years… (I confess that when I have been at the foot of the canyon directing digital companies, I never went to bed without looking at how it had been web performance during the day and planning some changes for the next day).

The truth is that he had already warned us more than a year ago. And furthermore, we know that cookies will disappear in 2023. So it is normal for Google to retire this tool that has been with us for so many years… (I confess that when I have been at the foot of the canyon directing digital companies, I never went to bed without looking at how it had been web performance during the day and planning some changes for the next day).

What should I do with my old Google Analytics?

What should I do with my old Google Analytics?

In short, when GA3 stops working, if you didn't have GA4 beforehand, you won't have a history of your website's performance. The sooner you install GA4 the better. In the GA3 configuration menu you will find the instructions.

In short, when GA3 stops working, if you didn't have GA4 beforehand, you won't have a history of your website's performance. The sooner you install GA4 the better. In the GA3 configuration menu you will find the instructions. counts as interactivity In short, when GA3 stops working, if you didn't have GA4 beforehand, you won't have a history of your website's performance. The sooner you install GA4 the better. In the GA3 configuration menu you will find the instructions.

In short, when GA3 stops working, if you didn't have GA4 beforehand, you won't have a history of your website's performance. The sooner you install GA4 the better. In the GA3 configuration menu you will find the instructions.

Well… there are several reasons why Google has changed the way of tracking. The first is the fact that many companies have websites and mobile applications. With GA4 you can have different data entry flows and, therefore, it allows you to measure the performance of the web and that of the app in the same tool. This is already a great what!

The second is the one I mentioned before: Chrome will stop using Cookie technology sometime in 2023 and GA3 was based on this technology. In this way, it distinguished users from visits, knew if they were new or recurring, calculated the bounce rate, the time spent on a page, etc. All this is over. We will have to use another type of technology to continue obtaining this type of data... although on the internet now the “time spent on a pageThe second is the one I mentioned before: Chrome will stop using Cookie technology sometime in 2023 and GA3 was based on this technology. In this way, it distinguished users from visits, knew if they were new or recurring, calculated the bounce rate, the time spent on a page, etc. All this is over. We will have to use another type of technology to continue obtaining this type of data... although on the internet now the “

Those of us of a certain age still remember what life was like before Cookies and before google Analytics… we also remember the hassle of managing the logs to make the analytics programs of that time work. But wow, we passed user sessions through the URL and learned as much as we could about user behavior on our website with the data we had. I think this is one of the reasons why Google has lowered the weight of the URL in the algorithm… it is preparing for really long URLs. In Search Engine Journal discussed one of these days the weight of URLs in the algorithm. They are still a ranking factor, but not with the weight they used to have. You can read the article here: URL as a ranking factor

URL as a ranking factor URL as a ranking factor.

URL as a ranking factor

URL as a ranking factor

The disappearance of cookies will affect, above all, advertising. If you have carried out a campaign lately, you will see that Google is already beginning to advise you to have other data sources to monitor your campaigns and to control their ROI. It seems that the trend will be to leave in our hands the uploading of customer lists and leads (like the look-a-like service that Facebook already offers). Artificial intelligences will also have more weight in the analysis of possible market segments that can become our clients. Google already has users and their behavior tracked, there is plenty of data to do all kinds of analysis. I am sure that you can already predict our intentions when browsing the internet without having to use cookies.

In any case, it will be interesting to see how technology changes throughout this year to adapt to the new environment of 2023.

In any case, it will be interesting to see how technology changes throughout this year to adapt to the new environment of 2023.

I hope this article has been useful to you.

A big hug.

The location of your website hosting no longer influences Google results

International SEO

March 24, 2022 If the Earth is flatMarch 24, 2022

This week John Mueller, the person in charge of relations with SEO professionals on the part of Google, responding to a question about how changes of hosting affect web positioning, confirmed that Google no longer takes into account the IP of the hosting to determine which is your target market.

International SEO International SEO This week John Mueller, the person in charge of relations with SEO professionals on the part of Google, responding to a question about how changes of hosting affect web positioning, confirmed that Google no longer takes into account the IP of the hosting to determine which is your target market.

This week John Mueller, the person in charge of relations with SEO professionals on the part of Google, responding to a question about how changes of hosting affect web positioning, confirmed that Google no longer takes into account the IP of the hosting to determine which is your target market.

Here I leave you an article that I wrote a few months ago and where I explain how to carry out a

Depending on how your hosting is and where it is, your website will take longer or less to download. With the new Web Core Vitals criteria, the speed of your website really matters, so make sure you pass all Google tests.

Depending on how your hosting is and where it is, your website will take longer or less to download. With the new Web Core Vitals criteria, the speed of your website really matters, so make sure you pass all Google tests. Google Speed ​​Test.

But speed is not only important for Google but also for your users. On a slow web, people tend to browse fewer pages and therefore complete fewer goals. Speed ​​affects the usability of your website, don't hesitate! For this reason, Google incorporated it into the results ordering algorithm many years ago.

But speed is not only important for Google but also for your users. On a slow web, people tend to browse fewer pages and therefore complete fewer goals. Speed ​​affects the usability of your website, don't hesitate! For this reason, Google incorporated it into the results ordering algorithm many years ago. Find out how Google's “Page Experience Update” affects you.

If your website attacks more than one country and has speed problems due to distance, a possible solution is the use of Content Delivery Networks (CDN). A service that is contracted in the country of destination and that serves your website as if it were from a local hosting. The most popular is Your website attacks more than one country and has speed problems due to distanceIf your website attacks more than one country and has speed problems due to distance, a possible solution is the use of Content Delivery Networks (CDN). A service that is contracted in the country of destination and that serves your website as if it were from a local hosting. The most popular is

Your website attacks more than one country and has speed problems due to distance

If your website attacks more than one country and has speed problems due to distance, a possible solution is the use of Content Delivery Networks (CDN). A service that is contracted in the country of destination and that serves your website as if it were from a local hosting. The most popular is

This hack is partly the fault of poor website maintenance (outdated plugins, basically, as well as malicious plugins installed inadvertently). But it is also the fault of the hosting, which does not take drastic measures so that this does not happen.

This hack is partly the fault of poor website maintenance (outdated plugins, basically, as well as malicious plugins installed inadvertently). But it is also the fault of the hosting, which does not take drastic measures so that this does not happen.

although the IP of your web hosting no longer affects your international positioning in Google

Although Google no longer takes into account the IP, it is necessary to remember that if our target market is Russia (yes, I know that right now the oven for buns is not there and that we do not have anything that interests us in Russia… but just in case… ) and therefore the SEO is carried out in Yandex; or if our target market is China and the SEO is carried out in Baidu, both search engines do take the IP into account and strongly penalize websites that are not hosted in their territories. So, in these two cases, the solution to be able to reach your market is still to hire a hosting in these countries…. Ahh (<— sigh)…. Digital barriers... and people think they don't exist...

I hope this article has been useful to you and helps you in international positioning.

sigh sigh.

I hope this article has been useful to you and helps you in international positioning.

Kisses.

Or on the contrary, the survival of the company comes before any consideration

Business Model Adaptation in the Cultural sector

Magazine "Magazine "February 17, 2022

February 17, 2022 The “Journal of Open Innovation” magazine has published my article on how Spanish cultural companies have adapted their business models during and after the crisis caused by COVID-19

February 17, 2022

The objective of the research is to find out how Cultural companies have adapted their business models during the COVID-19 crisis. Knowing more about this adaptation is important to ensure that both the cultural sector in general, and companies in particular, are more resilient in the future and also to know the various adaptation mechanisms they have used.

Magazine "

The objective of the research is to find out how Cultural companies have adapted their business models during the COVID-19 crisis. Knowing more about this adaptation is important to ensure that both the cultural sector in general, and companies in particular, are more resilient in the future and also to know the various adaptation mechanisms they have used. Some companies did not adapt their business models for various reasons: either they did not believe it was necessary and they had enough financial muscle to wait for “the storm to pass”, or their managers had the perception that adaptation was impossible and they prepared themselves to resist or they dedicated themselves to other works.

Some companies did not adapt their business models for various reasons: either they did not believe it was necessary and they had enough financial muscle to wait for “the storm to pass”, or their managers had the perception that adaptation was impossible and they prepared themselves to resist or they dedicated themselves to other works.Some companies did not adapt their business models for various reasons: either they did not believe it was necessary and they had enough financial muscle to wait for “the storm to pass”, or their managers had the perception that adaptation was impossible and they prepared themselves to resist or they dedicated themselves to other works.

Some companies did not adapt their business models for various reasons: either they did not believe it was necessary and they had enough financial muscle to wait for “the storm to pass”, or their managers had the perception that adaptation was impossible and they prepared themselves to resist or they dedicated themselves to other works. The companies that adapted did so in 3 phases, the first being improvised adaptation, in which they had to respond to the emergency with the technical, human and knowledge assets they had at that time, while planning the adaptation to the environment. term.

The companies that adapted did so in 3 phases, the first being improvised adaptation, in which they had to respond to the emergency with the technical, human and knowledge assets they had at that time, while planning the adaptation to the environment. term.The companies that adapted did so in 3 phases, the first being improvised adaptation, in which they had to respond to the emergency with the technical, human and knowledge assets they had at that time, while planning the adaptation to the environment. term.

either their managers had the perception that adaptation was impossible and they prepared to resist or they dedicated themselves to other jobs

To better understand the adaptation of the business models of cultural companies, it is necessary to analyze their ability to improvise in an emergency, their relationship with institutions and organizations that bring their peers together, and their ability to detect the changing needs of their clients and create a medium-term plan to cover them.

To better understand the adaptation of the business models of cultural companies, it is necessary to analyze their ability to improvise in an emergency, their relationship with institutions and organizations that bring their peers together, and their ability to detect the changing needs of their clients and create a medium-term plan to cover them. The “Journal of Open Innovation” magazine has published my article on how Spanish cultural companies have adapted their business models during and after the crisis caused by COVID-19

New research on adapting business models

The research that I am currently carrying out is still on cultural companies, but I am analyzing whether, when an emergency like COVID-19 arises and it is necessary to adapt business models, the sustainability of these models continues to be taken into account… OR on the contrary, the survival of the company comes before any consideration.

The research that I am currently carrying out is still on cultural companies, but I am analyzing whether, when an emergency like COVID-19 arises and it is necessary to adapt business models, the sustainability of these models continues to be taken into account… OR on the contrary, the survival of the company comes before any consideration.

We talk to each other!

On the importance of Culture and going back to the Theater

The importance of Culture and Theater

Today I am meeting some friends to go to the Theater. Let's see "Uncle Vania." A drama by the Russian writer Anton Chekhov published in 1899.

I do not know this work. The title sounds familiar to me, but I have never seen it performed nor do I know what it is about. I do know Chekhov, we are old friends. Antón Pávlovich Chekhov is a Russian writer, framed in the literary currents of realism and naturalism. I don't particularly like realism… but Chekhov is a great master of the short story and I want to see this work.

When I think of Chekhov, a literary device that generates spoilers every time I see it on a screen comes to mind... “Chekhov's weapon”. Chekhov's weapon is a dramatic principle that postulates that every element in a narrative must be necessary and irreplaceable, or else it must be eliminated. "Eliminate everything that has no relevance in the story" indicates Chekhov. When in a movie they point to a rifle hanging on a wall, you can bet that rifle will be part of the plot at one point or another. This is Chekhov's principle or "Chekhov's weapon"...a spoiler-creating sneak!

I'm afraid to go to the theater, not because of COVID, but because of the play itself. Even if it's by Chekhov, the works that my friends choose are usually a bit clumsy… they're into the classics and “art and essay”. I prefer to go to the theater to have a good time. The same as when I go to the movies or read a book... in my leisure time, I prefer evasion than reflection. I'm not ashamed to admit it. Anyway, I really want to go to the theater because we haven't been there for a long time. Since the fateful March 15, 2020, in which the confinement began, we have only been once. It's time to go back.

I think about how cultural and creative services are fundamental in our society. A text from the Commission of the European Union comes to mind, the Green Paper that I use in class, in which the European regions are invited to “Unlocking the potential of cultural and creative industries”From their territories. The text reflects on how Culture is the heart of our social fabric, how it shapes our identities, aspirations and relationships with others and with the world. Culture also shapes the places and landscapes in which we live, the lifestyles that we develop. Heritage, visual and performing arts, film, music, publishing and fashion design are strongly manifested in everyday life and contribute to the social and economic development of the EU.

I go to the Theater happier thinking that I participate in the recovery of the sector.

We go in and the show begins!

… It is heavy to be the whole work with the mask on. But it's better that I don't take it off as soon as the lights go out (in the cinema sometimes I do it with the excuse of eating popcorn), in this theater safety distances are not respected. We are all crammed into a stall where the rows are too close together and the backs of the seats dig into the back. The previous time it was in a room in Barcelona that did meet all the rules... with the double vaccination and at this time of year, we are more relaxed and I am also in a city that sometimes seems like a town.

… It is heavy to be the whole work with the mask on. But it's better that I don't take it off as soon as the lights go out (in the cinema sometimes I do it with the excuse of eating popcorn), in this theater safety distances are not respected. We are all crammed into a stall where the rows are too close together and the backs of the seats dig into the back. The previous time it was in a room in Barcelona that did meet all the rules... with the double vaccination and at this time of year, we are more relaxed and I am also in a city that sometimes seems like a town. … It is heavy to be the whole work with the mask on. But it's better that I don't take it off as soon as the lights go out (in the cinema sometimes I do it with the excuse of eating popcorn), in this theater safety distances are not respected. We are all crammed into a stall where the rows are too close together and the backs of the seats dig into the back. The previous time it was in a room in Barcelona that did meet all the rules... with the double vaccination and at this time of year, we are more relaxed and I am also in a city that sometimes seems like a town. Permanent Link: On the importance of Culture and return to Theater

Maybe La Vanguardia is right... but what a hell of a work, it's depressing! The review that I read before the lights went out already looked bad, the author of it indicated that this work is a drama that reflects "the inner apocalypse of a handful of human destinies: boredom, wasted life, love not reciprocated, the unfinished work…” Wow…

I'm falling asleep... but not like I fall asleep at the Opera... At the Opera the music is so beautiful that I can't help but close my eyes and allow myself to be transported to the worlds and realities that it evokes. Inevitably, and despite singing in choirs for much of my life and therefore loving music, I fall asleep and fall asleep. It's the thing about going to the opera on a Friday night. I accept it with resignation. But no, here today in the theater my mind insists on disconnecting and wandering around the room.

The importance of Culture and Theater

I stare at the stage and think about the actors and how they must have suffered during COVID. What should they have done during confinement? How long have they been out of work? Are there specific grants for artists? How should they feel when they are back on stage and see the public? I remember some of the interviews I have conducted while collecting data for my academic articles. No, artists (actors, photographers, painters, sculptors, musicians...) have not been able to adapt their business models. Most have had to find other sources of income or live off their savings. Many have been out of work for more than a year. Also cultural services such as theaters, concert halls and festivals have been forced to close their facilities for months and continue to agonize financially to survive. The Cultural sector has suffered as much as the Tourist sector, but it does not seem to receive the same media attention... and the importance of theater in Culture is undeniable.

The article in La Vanguardia indicated that 97% of the actors and dancers were left without income to survive as a result of the pandemic, and that close to 70% were left unemployed. I look back at the actors. I see people, not Chekhov's characters. I think of the research I am conducting to better understand the adaptation of cultural business models. In my mind I draw the business model canvas of the company that is playing “Tio Vania”: value proposition, target audience, marketing channels, partners, sources of income, expenses… I would like to ask how they are doing. If they have been able to do something. If they innovated in some way to be able to continue reaching their audience... Now that I look more closely at them, I see them happy in their role, even if they interpret a drama.

the survival of culture

the survival of culture the survival of culture the survival of culture

Keeping cultural companies in good health and adapted to the new post-COVID environment is essential. Increasing their resilience to new environmental hostilities is also of vital importance, not only for their long-term survival, but for that of society as a whole. It is not an empty phrase, it is a reality in which I firmly believe, which is why I have dedicated a year and a half of research to it, … and I continue to do so.

Keeping cultural companies in good health and adapted to the new post-COVID environment is essential. Increasing their resilience to new environmental hostilities is also of vital importance, not only for their long-term survival, but for that of society as a whole. It is not an empty phrase, it is a reality in which I firmly believe, which is why I have dedicated a year and a half of research to it, … and I continue to do so.