In the Heart of Art: the case of Villa Necchi Campiglio

SDA Bocconi Insight - Management Cases - P. Mion Dalle Carbonare, A. Rurale, S. Prestini

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To continue providing a high-quality cultural offering while at the same time preserving the economic sustainability of the property. This is the tradeoff and the managerial dilemma facing Villa Necchi Campiglio, the splendid villa built in the heart of Milan in 1930 by the architect Piero Portaluppi. For the past 25 years the Villa has been owned by the National Trust for Italy (FAI). Many cultural institutions share the same tradeoff as the Villa: they all need to keep ticket sales and visitor numbers high enough to justify their existence and to cover all the costs of maintaining and running the property. But in the case of the Villa Necchi Campiglio house-museum, the situation is even more pressing, because much of the money collected at this property serves to support others.

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