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Social Theater

A nineteenth-century architectural jewel of moving beauty, hidden among the palaces of the historic Colleoni Street in the Upper Town, an extreme celebration of the noble power of the time.

Description

The entrance to the Social Theater is devoid of porticoes or colonnades because the narrowness of the street it overlooks does not allow for imposing constructions, but the result is equally surprising: as you cross the entrance, you will enter a magical, elegant but cozy environment, warmed by the wood of the parapets and ceiling beams.

 

The vertical development of the boxes, arranged in three tiers and topped by a fourth gallery, visually represents the hierarchies in force among the aristocratic classes of the time. This structure is requested from designer Leonardo Pollack expressly by the group of nobles financing the opera, as if to crystallize and emphasize the class differences of the time.

 

Because the Teatro della Società, that was the original name, was born as a response to a challenge: to stem the gradual and steady loss of the Upper City’s primacy to the suburbs of lower Bergamo.

 

But while magnificent, it will not be enough to reverse the course of history.

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The Teatro della Società, now called Teatro Sociale, opened in 1808 with the aim of countering the rise of the Riccardi Theater, now Donizetti, located in lower Bergamo.

 

However, the Sociale will not succeed in preventing commercial, political and cultural activities from migrating outside the Walls within a few years.

 

Designer Pollack’s master was none other than the illustrious architect Piermarini, who designed La Scala in Milan. The floor plan of the stalls is not horseshoe-shaped, as was the custom in those days, but traces an elegant oval shape. The combination with the vertical development of the 86 boxes constitutes perhaps the most original aspect of the design; the wooden parapets of the boxes follow a continuous line, as Piermarini had done for La Scala, which gives the overall shape of the hall a harmonious uniformity with a classical feel.

 

Around 1900 and in the first decade of the century, the Sociale hall also hosted new genres such as operetta or even shows with the gramophone (1898) and the cinematograph (from 1908). Despite some good seasons in 1915 and the early 1920s, it closed in 1932.

 

After several changes of ownership, the building was purchased by the City of Bergamo in 1974 and secured in the following years.

 

Between 2006 and 2009, it was completely recovered in its role as a theater: the foyer floors were redone, walls, ceilings and the new entrance door were restored.

 

The first three tiers of boxes, with a total of about 500 seats, were restored by inserting a steel structure to reinforce the existing wooden one; for the fourth tier, the gallery, consolidation was planned to make it available for public access in the future.

 

Finally, a modern stage machine was set up, with a new stage and trellis, while the orchestral pit was equipped with a three-level elevating mechanical platform.

 

Today, the Social Theater is fully in operation, with a schedule full of interesting offerings, from prose to contemporary paths and music; it is possible to visit it on days when there are no mounts or special events, with prior reservation.

Price

Guided tours by appointment.

Opening times

TICKET OFFICE TEATRO SOCIALE
via Colleoni, 4 – Bergamo Alta
Open to the public:
only in case of performance, 1 1/2 hours before the start of the event

Getting there

The Teatro Sociale is located in the heart of Bergamo Alta, along the so-called “Corsarola.”

BY CAR

Those arriving in Bergamo by car should follow the signs to the historic center; once at Porta Nuova it is best to leave the car in the nearest underground parking lots (Piazza della Libertà and Via Borfuro) and take the Line 1 bus to Città Alta.

Or you can continue by car to Bergamo Alta and park in the paid parking lots along the walls or in the guarded parking lots within the city walls.

There is no private vehicle access in the Upper Town:

  • All holidays, 10 a.m.-12 p.m. and 2-7 p.m;
  • Fridays and Saturdays, during the period from the first Friday after daylight saving time takes effect until the Friday after daylight saving time takes effect, 9 p.m.-1 a.m.

BY BUS.

The Theater can be reached from the bus station in fifteen minutes by buses of Urban Public Transport Line 1.
The bus stop for urban transportation is Colle Aperto.
From the bus stop to the theater it is less than a 10-minute walk.

Città Alta is also served by Line 3 (stop Piazza Mercato delle Scarpe), the Airport Bus, which connects the “Caravaggio” Airport with Colle Aperto, and the Funicular, located halfway down Viale Vittorio Emanuele with arrival at Piazza Mercato delle Scarpe.

The cable car station connecting the lower town with the upper town is 300 meters from the Social Theater.

BY TRAIN

The Theater can be reached from the train station in fifteen minutes by urban public transport Line 1 buses.
The bus stop for urban transportation is Colle Aperto.
From the bus stop to the theater it is less than a 10-minute walk.

Where it is located

Via Bartolomeo Colleoni, 4, 24129, Bergamo, Bergamo

Accessibility

Data sheet

Useful information

Via Bartolomeo Colleoni, 4, 24129, Bergamo, Bergamo
info@fondazioneteatrodonizetti.org
Closed
Lun
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Mar
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Mer
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Gio
Closed
Ven
Closed
Sab
17:23 - 17:23
Dom
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+39 035216660
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Suitable for children

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Italian Ministry of Tourism fund in favor of municipalities with cultural, historical, artistic, and scenic vocations, in whose territories are located sites recognized by UNESCO as World Heritage Sites.

The Minister of Tourism together with with the Minister of Economy and Finance, following an agreement reached at the Unified Conference, has adopted a measure establishing the “Fund in favor of Municipalities with cultural, historical, artistic, and scenic vocations, in whose territories are located sites recognized by UNESCO as World Heritage Sites” (hereinafter referred to as the “Fund”).

The aim is to support the recovery of the tourism sector, particularly affected by the crisis generated by the Covid-19 pandemic, in municipalities characterized by a marked tourist-cultural vocation. The initiative is aimed at and supports Italian cities that are part of the UNESCO Creative Cities Network. The establishment of the aforementioned Fund primarily responds to the objective of revitalizing the Italian tourism sector by supporting the development of projects aimed at enhancing the cultural heritage in cities where the presence of sites listed on the UNESCO heritage list is a determining factor in attractiveness and tourism competitiveness.

The interventions consist of initiatives related to digital tourism promotion and valorization tools, tourist itineraries, tourist marketing projects, as well as construction, structural, or plant works and setups aimed at increasing tourism enjoyment and attractiveness.
The fund has a total financial allocation of 75 million euros. The amount is distributed as follows:

  • 58.8 million for “Municipalities with cultural, historical, artistic, and scenic vocations” in whose territories there are sites recognized by UNESCO as World Heritage Sites;
  • 4.9 million for Italian municipalities that are part of the UNESCO Creative Cities Network;
  • 9.8 million for tourist enhancement interventions in the city of Rome;
  • 1.5 million for assistance activities to municipalities (e.g., verification of proposed projects, reporting, and monitoring) and for the creation and management of the dedicated computer platform for the incentive.

Guidelines for communication and advertising of the interventions have been developed to facilitate the promotion of projects funded. An operational tool aimed at providing beneficiaries with elements to promote and disseminate the results of funded projects. Communication and advertising, in addition to being obligatory, are above all an opportunity for beneficiaries to showcase the projects implemented and the investments made through access to funding granted by the Ministry of Tourism.

INNOVATIVE TOURISM IN A JOURNEY AMONG VENETIAN DEFENSE WORKS

Agenzia per lo sviluppo e la Promozione Turistica della Provincia di Bergamo scarl received funding of xxx euros from the Italian Ministry of Tourism to implement the project described below.

Project Abstract

The project “Innovative tourism in a journey among Venetian defense works” is based on a strategy that spans cities belonging to the UNESCO Site, aimed at increasing tourist presence by at least 5% compared to the 2019 benchmark, reaching a value of at least 3,248,511 tourist presences. The strategy of the tourism enhancement project is based on creating an itinerary among the three cities, with particular attention to the international public but also to the national public from the most distant regions, offering an original sense to the visit of the territories. The target demand includes cultural tourists, interested in original interpretations of places, slow tourists who want to discover the territories connecting the three cities, and tourists no longer involved in work activities who can visit the three cities sequentially even on less crowded days.
Through various integrated actions, the following segments of demand are targeted:

  1. Local tourism: Lombards/Venetians/Emilians able to make a day visit. This target, although interesting for our cities, is difficult to monitor as it does not fall within the count of presences, which corresponds to the number of overnight stays, representing the main indicator (Istat data);
  2. National tourism: Italian visitors who stay at least one night;
  3. European tourism: European visitors who stay at least one night;
  4. Intercontinental tourism: Visitors from North America, South America, the East, Israel, the Arab Emirates who stay at least one night.

To achieve the set objectives, it is considered fundamental to prioritize expenses for the production of promotional content dedicated to visitors who are about to choose their destination, as well as to invest in infrastructural interventions focused on accessibility and reception. The following strengths are identified as the basis for the tourism enhancement strategy:

  • Promotion of direct activities of the UNESCO sites and those related to it, which becomes the engine for the recovery and development in a cultural-touristic key of the cities;
  • Segmentation in the above-described audiences to which the intervention is addressed, that increases the tourism potential of the cities as it shows consideration and monitoring of the needs and characteristics of each target;
  • Use of the portal www.Italia.it, which will become the reference point for all actions related to the project and the showcase for past, present, and future activities;
  • Appeal to the population and tourists for active participation, which can transform the cities into a laboratory of ideas and innovative experiences aimed at increasing attractiveness and tourist presences.

Within the project, a joint promotion of the serial site will be activated, leading tourists to discover the three cities as a whole.
The tourism sector can benefit from the advantages resulting from the expected increase in presences and an increase in the average length-of-stay, thanks to a renewed interest in the activities communicated, proposed, and encouraged through innovative digital tools. These tools act as aggregators of cultural proposals, related to each other due to the same cultural spirit, originating from the values at the basis of the UNESCO site recognition. The birth of new businesses linked to the development of non-hotel realities and connected to the creation of experiences that have UNESCO values as the element of originality is foreseen.

The unified communication and promotional model aims to stimulate the creation of tourist products and visiting experiences that cut across the three cities, a segment not yet perceived by entrepreneurial activities as a source of additional attractiveness. Furthermore, the development of tourist experiences that blend UNESCO themes with other tourist products offered by each city will be incentivized, with exportable formats, with a multidisciplinary approach to tourist offer implying the development of new skills.

The presence of tourist experiences consisting of a varied range of elements becomes attractive for the international tourist who finds a way to experience multiple aspects of the national tourist offer without having to build it themselves. Moreover, the Integrated communication plan presupposes the development of common languages and coherent representations by the entrepreneurial realities of the three cities, generating a unique, recognizable, and unifying brand.
The project expects an increase in the number of specialized tourist guides and an evolution of the visiting service that includes new itineraries and modes of fruition oriented also to multimedia products.

Communicating the product, the UNESCO sites as well as their values, but specific in the enjoyment of the single component, in its innovativeness compared to the current representation of the three cities, expands the perceived offer.
It therefore contributes to attracting additional tourist flows compared to those currently choosing the three cities of the site. UNESCO represents a key element of attractiveness in some foreign markets. The audience attracted by visits to UNESCO sites is sophisticated in the enjoyment of experiences and detached from traditional seasonal contexts.
The discovery itinerary of the three cities through the UNESCO narrative invites slow fruition, with increased stays, and intercepts sections of the public free from work activities.

Thanks to this project, Bergamo, Peschiera del Garda, and Palmanova will activate for a joint promotion, leading tourists to discover the three cities as a whole. The promotion will work towards increasing tourist flows towards the individual cities and, in each of these, towards the other two. An intervention that will increase flows to the individual sites, also increasing the average length of arrivals. The enriched tourist offer and greater promotion of the historical asset will also lead to a deseasonalization of arrivals.

INTERVENTIONS

Innovative emotional video
Production of an emotional video with cuts of different durations, as a privileged promotional tool that will be adapted both for different social channels (YouTube, Meta, TikTok, etc.) and for use in offline environments (for example, LED walls/screens present in airports). The video will be dubbed in various languages (English, French, German, Spanish, Portuguese, Polish).

New web platform
The platform, through API management software, ensures bidirectional exchange of information with relative updating. When possible, the data will be updated in real-time; otherwise, the update frequency will be communicated. Bidirectional connection via API will be made possible by:

  • API with content link: for the enjoyment of digital content shared by operators such as images, videos, articles, APIs with links to recall the resource (content) present within the Operator’s CMS and presented by the TDH;
  • API with content: for the direct enjoyment of digital content shared by the above operators transmitted directly to the end user by the DMS;
  • Information transmission and/or reception APIs: for the exchange of information between TDH and Operator.

The ontological properties of the site’s contents will be adapted.

Realization of time travel experiences
Creation of visit paths consisting of points where spherical 360° videos can be viewed with reenactors allowing “time travels”. At certain points in the individual cities, markers (QR codes) will be installed that will allow visitors to access streaming from their smartphone (without downloading any apps) to immersive videos that will reproduce scenes of war or popular life during the time of the Serenissima or the main historical periods of the cities. Furthermore, the creation of a series of points where visitors can interact with virtual narrators is planned: by framing a QR code, tourists will be able to access videos, multilingual, during which actors will impersonate historical characters and narrate events, stories, and legends of the places of interest, guiding the visitor to the discovery of the transnational site.

Photographic service realization
Realization of photographic services in the three cities in the four seasons, capable of promoting the transnational site using the images made both on different social channels and on the tourist promotion sites of the three cities. The services include the use of different models of diverse ethnicities representing tourists and their emotions in visiting different attractive sites.

Press blog tour
Organization of blog tours and press tours to promote the visit of the three cities.

Influencers
Involvement of influencers (even very vertical ones) to promote the visit of the 3 cities.

Online advertising
Google display and search, Meta, TikTok.

B2B Marketing
Identify B2B marketing strategies to implement actions for an active community.

Updating tourist promotion sites
New engineering, updating, and technological adaptation of the tourist promotion sites of the three cities, with particular reference to dedicated sections in the three portals to the transnational site and to the site and the Venetian Fortress site with integration and interoperability with italia.it.

Infopoint repositioning
Repositioning and new setup of the info-point with a dedicated area to the UNESCO site (Visitor center) with the production of large panels, videos, interactive totems illustrating the three cities and the entire transnational site. The multimedia contents on the UNESCO site can also be used to implement existing Infopoints in other cities, dedicating a specific section to the presentation of the UNESCO site.

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