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This article examines the financial, economic, and sociocultural effects of the "Vasnetsovs" exhibition project as an example of the successful integration of a cultural initiative into the regional development system. Based on the case of a series of art exhibitions dedicated to the Vasnetsov family's legacy organized in 2023–2025, this article provides a quantitative and qualitative assessment of the multiplier impact of cultural events on the local economy, the development of creative industries, the formation of new tourist flows, and the strengthening of a region's cultural identity and brand. The analysis demonstrates that a well-organized exhibition project can not only serve as a cultural broadcaster but also serve as a catalyst for socioeconomic activity, contributing to the formation of a region's image as a center of culture and innovation. The article utilizes elements of sociocultural analysis, as well as tools for assessing indirect effects (engagement assessment, media coverage, number of tourist visits, educational events, etc.). Particular attention is paid to the synergies between various sectors—government agencies, academia, business, and endowment funds—that ensure sustainable funding for such projects and the development of the institutional cultural environment. Recommendations are offered for institutionalizing mechanisms for assessing the return on cultural investment and for promoting projects within the framework of cultural diplomacy and regional positioning.
donation culture, museum economics, cultural economics, financial sustainability, Vasnetsov exhibition, image effects, institutional development, sociocultural influence and effects, return on investment in culture (ROI), Vasnetsov Cultural Heritage Preservation Foundation
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