Rome’s Colosseum to Get Makeover

Italian luxury group, Tod’s, recently announced they will provide $34 million in funding to help restore Rome’s Colosseum. The Italian government announced last summer that it was looking for private sponsors to help pay for the extensive renovations needed in exchange for advertising rights and Tod’s answered the call.

“I won’t put Tod’s shoes on the Colosseum” the company’s chief executive, Diego Della Valle. promised at a news conference when he was asked if huge advertising billboards would appear on the 2,000 year-old monument.

The restoration work includes cleaning and reinforcing the exterior of the site. The project is expected to last between 2 and 3 years. The Colosseum will remain open during the restoration.

Officials have indicated that the advertising will be subtle and discreet, most likely plaques placed around the Colosseum recognizing Tod’s as the sponsor.

The urgency surrounding the monument was highlighted in May 2010 when chunks of mortar plunged through a protective netting. Currently only about 35% of the Colosseum is open to the public in part for fear of public safety. With around 6 million visitors a year bringing in large sums of revenue the Italian government can’t risk having a tourist being knocked out by falling debris.

At a news conference held inside the Colosseum, Diego Della Valle, the founder of Tod’s, said he was pleased to be able to give something back to his country and pledged that he would not exploit the sponsorship for commercial purposes. “I hope other businessmen will follow suit,” he said.

Drastic cuts to the Culture Ministry have sharply reduced the number and scope of restorations that can be carried out each year, and private sponsorship is not widespread in Italy. Particularly in a time of economic crisis, said Rome’s mayor, Gianni Alemanno, such a large donation “sends an important signal.”

In addition to restoring the property, the Government hopes to add multimedia tours of unexplored areas of the Colosseum, such as the chambers where the gladiators and animals were kept before battle.

While we can debate the merits of accepting private funds with the inherent strings attached, I think we all want to make sure the Colosseum is around for future generations to enjoy. One of my earliest memories is of walking around on the floor of the Colosseum with my mom and dad telling me stories of ancient Rome. I hope future generations can have the same experience.

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