Fondazione Santagata, commissioned by Outdoor Arts Italia ETS and within the framework of the Next Generation You programme – Guidelines for the organisational development of the third sector promoted by Fondazione Compagnia di San Paolo, accompanied the organisation through an organisational strengthening pathway aimed at supporting its growth, autonomy and sustainability. The work included an integrated analysis of the organisation, processes, relationships, communication, economic dimension and digital maturity; the definition of a multi-year strategic plan; and the development of an operational proposal to translate the strategy into concrete actions. The pathway supported Outdoor Arts Italia in its transition from a membership organisation, historically connected to the Federazione Nazionale delle Arti in Strada, to a “middle organisation” capable of promoting professionalisation, internationalisation, advocacy, services and digital tools for the outdoor performing arts sector in public spaces.
CONTEXT
Outdoor Arts Italia ETS, formerly FNAS – Federazione Nazionale delle Arti in Strada, has operated since 1999 as an association of artists and festival programmers active in public spaces. The transition to Outdoor Arts Italia ETS in 2024 represents a strategic transformation, rather than merely a change of name, aimed at overcoming dependence on project-based funding, strengthening internal structures, diversifying services and positioning the organisation as a development and promotion agency for the outdoor arts sector.
The organisation maintains a dual identity: on one side, advocacy, representation and protection of public space arts; on the other, professionalisation, training, internationalisation, networking and promotion of companies and artists. The OUTit / OutdoorArts.it platform, developed through PNRR funds, is a key element of this new phase, as it enables connections between demand and supply, promotes artists and programmers, provides services and develops matching and visibility tools.
OBJECTIVES
The project aims to strengthen Outdoor Arts Italia as a national and international reference organisation for performing arts in public spaces.
The main objectives are:
- supporting and promoting the outdoor arts sector in Italy by strengthening networks, collaborations and innovation;
- increasing the visibility of artistic proposals through the OUTit platform;
- supporting circulation, visibility and access to festivals, events and national and international networks;
- strengthening the skills of the outdoor arts ecosystem through specialised training programmes;
- encouraging generational renewal and the growth of emerging artists and professionals;
- promoting the internationalisation of the sector, both to strengthen its economic sustainability and to enhance artistic creation;
- increasing recognition of public space performing arts among institutions and stakeholders;
- promoting the protection of performing arts workers;
- making revenues more stable and continuous by diversifying funding sources, services, memberships and fundraising activities;
- strengthening digitalisation, data management, management control and internal structures.
EXPECTED RESULTS / IMPACT
The pathway resulted in a strategic and operational roadmap designed to accompany Outdoor Arts Italia towards a more stable, professional and sustainable model. The operational proposal is based on four pilot actions: participation in international festivals, involvement in festivals and events in Piedmont and Lombardy, production and commercialisation of paid training content, and the launch of a dedicated support and consultancy service.
The main expected results include:
- greater visibility of the OUTit platform among artists, institutions, programmers and festivals;
- increased platform access, registrations and usage;
- strengthening of OAI’s reputation as an innovative organisation and reference point for outdoor arts;
- activation of agreements and partnerships with festivals, cultural spaces, organisations and national/international networks;
- development of specialised training programmes for artists, distributors/festivals and local authorities;
- testing of new support, consultancy and internationalisation services;
- definition of sustainable pricing models for training, consultancy and services;
- activation of membership and fundraising campaigns;
- introduction of a management control function to support multi-year budgeting, cost and revenue monitoring, cash flow improvement and assessment of the economic impact of activities;
- greater organisational stability and the possibility of progressively structuring internal functions currently still fragile or largely supported by volunteering.
PARTNERS
Outdoor Arts Italia ETS – beneficiary organisation
Fondazione Santagata per l’Economia della Cultura – strategic advisor / methodological support
Fondazione Compagnia di San Paolo – promoter of the Guidelines / Next Generation You programme