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The Italian Winter Ski resort Cortina d’Ampezzo hosted the Winter Olympic Games 1956. The ski resort in the Dolomites gained a good reputation and, since the 1980s, Cortina d’Ampezzo has regularly hosted the World Cup competition, but also other (winter) sport events.

Over the years, a lot of moss has grown over Cortina’s Olympic rings and unsuccessful bids for the Winter Olympic Games in 1988 and 1992 also expressed Cortina d’Ampezzo’s mood. The famous and prestigious ‘Queen of the Dolomites’ had become a bit long in the tooth – hotels and services were no longer state of the art. In 2007, the Alpine Ski World Committee and the municipality decided to bid to host the FIS Alpine Ski World Championships and, after three unsuccessful attempts for 2013, 2015 and 2017, is currently running again to host the event in 2019. Of course, after losing the previous candidacies and spending a lot of money on feasibility studies, promotion, experts and staff, etc., a discussion was sparked about the sense of making unsuccessful bids and about actually learning lessons from these attempts. Looking into the details of the bids, following the strategy of ‘winning, even if you lose’ and specifically referring to Cortina’s bid as the reason for applying for funding, the municipality obtained guarantees for €250 million in investments through ‘investment programmes’ funded by the Veneto region and the central government for infrastructure measures such as roads, parking, ski lifts and venues in the town. It is a matter of course that these investments will help to boost the town. Furthermore, the bid campaign for Cortina d’Ampezzo received high media attention, with talk of the bid and the need to (re)develop the area of Cortina promoting this tourist hot spot for a few years. Finally, the bid also contributed to social cohesion, as many of the young generation are now involved in the bid with a view to shaping the future of Cortina d’Ampezzo together.


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