Venice: Now sponsored by Coke
Local residents protest against money-raising plans
“It feels like this is the end. We’re selling out,” exclaimed Venetian photographer Manuel Vecchina when he first heard about the sponsorship deal between the city of Venice and drinks giant Coca-Cola. The agreement, which will bring €2.1 million over a five-year period to Venice’s always cash-strapped administration, calls for the positioning of 60 vending machines in different city spots, selling drinks cans for €2. The city will also get royalties from sales: the money will go towards the restoration of endangered artistic heritage.“Both Venice and Coca-Cola are global brands,” declared Umberto Collesei, professor of marketing at the University of Venice, “and allowing sponsorship to restore a city’s art treasures is a classic marketing operation.” Mayor Massimo Cacciari assured citizens that, in order to preserve the city’s looks, machines will be placed “discreetly”, mainly at waterbus stops and around Piazzale Roma’s parking spaces. But most citizens still feel like Venice is selling its soul. And those with a sense of irony couldn’t help but link the Mayor’s decision to fill Venice with drinks distributors with the recent price increase for the city’s public toilets, which now charge €1.50 for a single visit. Venice cashes in, both ways.
