Patricia Ríos, an expert in projects that link culture and the arts with sustainability and business, offered an innovative perspective on integrating the private sector and business into cultural and artistic events. Ríos began her presentation by emphasizing the importance of shifting the paradigm of how cultural events are financed and sustained. She argued that while governmental support is valuable, private sector participation can provide additional resources and new perspectives to enrich cultural offerings. A key point of her talk was the discussion on monetizing different aspects of cultural events beyond ticket sales. Ríos spoke about the importance of considering merchandise, VIP experiences, exclusive memberships, and venue rentals as ways to generate additional income. Ríos presented specific examples of how these strategies have been successfully implemented. She mentioned how the immersive Van Gogh exhibition in Mexico City marketed its spaces for corporate dinners, creating a new revenue stream and offering a unique experience to clients. The expert also addressed the importance of creating multisensory experiences that appeal to a broader audience. She described how integrating gastronomic, musical, and technological elements can make cultural events more attractive and accessible to different audiences. Ríos discussed the need to view culture not only as a heritage that must be preserved but also as a resource that can generate economic and social value. She argued that this perspective can help make cultural projects more sustainable in the long term. An interesting aspect of her presentation was the discussion on how these approaches can be applied to the Tezcotzingo project. Ríos suggested that the rich history and legacy of Nezahualcóyotl offer numerous opportunities to create immersive and educational experiences that could attract both corporate sponsors and the general public. She concluded her talk by reflecting on the importance of community in these efforts. Ríos emphasized that the success of any cultural project depends on its ability to connect with and benefit the local community. This presentation not only offered practical ideas to make cultural events more financially sustainable but also demonstrated how innovation in business models can broaden the reach and impact of culture. Ríos' talk reinforced the webinar's central idea that preserving and promoting cultural heritage requires creative approaches that combine respect for tradition with modern strategies for engagement and sustainability.
