After managing
McDonald’s Italia for 12 years and directing of the state-run casino, Casinò di
Campione, Marco Resca is going to try his hand at the museum business. Newly
appointed general director of Italy’s museums, Resca believes that Italy’s
cultural heritage is like ‘oil reserves that cost nothing.’ He further
observed, ‘We must use the resource of our cultural heritage to generate
earnings.’
Despite his
renowned managerial experience, the appointment caused a stir as some critics
suggested that he is not sufficiently versed in cultural and artistic issues.
Resca brushed away criticism, claiming that he was not well versed in
restaurant management or gambling either, but he nonetheless proved highly
successful in those sectors.
Appointed last week by Italy’s culture minister, Sandro Bondi, Resca is
charged with promoting the country’s museums, increasing tourism, and improving
Italy’s image abroad. Known as an effective manager, Resca has also worked for
several multinationals, including Chase Manhattan Bank, Biondi Finanziaria
(owned by the Fiat group), Lancome Italia, Versace, Rcs publishing house,
Sambonet and Kenwood.
Many of Italy’s
top managers in the private sector voiced approval of the appointment, arguing
that Italy’s museums need someone who knows the ins and outs of the market.
According to investor Enrico Micheli, Italy’s museums ‘are still unable to meet
market demands, especially those from the younger, more high-tech public.’
