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THE CASE STUDY OF VILLA BEATRICE D’ESTE: MANAGEMENT PLANNING OF A MULTI-LAYERED SITE WITH MEDIEVAL RUINS IN THE VENETO REGION, ITALY

Villa Beatrice d’Este is a 17th century Venetian Villa in the Veneto Region, Italy, located within the area of the Euganean Hills Regional Park. The villa was built to replace a previous 13th century Medieval Monastery, whose structure was integrated in the villa. Remains of the Medieval structures are still visible today. The monumental complex constitutes an example of a multi-layered site with continuous life from Medieval times up to the present days. For this reason, the site was selected as a case study by the EU-funded project RUINS1, in view of proposing a management plan to protect and valorise its complex heritage, as an example of heritage site with Medieval ruins in Europe.

The villa was selected by the EU-funded project RUINS as a case study to investigate how Medieval ruined heritage can be sustainably valorised and protected to make a strong contribution to local development. The present article presents the Management Plan that was elaborated with this purpose, giving an overview of the steps undertaken and of the results achieved. The Management Plan was organized according to the following structure: the first part provides a comprehensive diagnosis of the site, with a thorough description of its features and values; the second part tackles the protection and management of the site; the third part presents an analysis of the possible productive activities that could be introduced in the site to better valorise it in the future.

History and functions of the site
According to medieval archival sources attesting the presence of a fortress on top of the Mount Gemola, the history of the heritage site of Villa Beatrice d'Este could date back at least to the 10th century 2, 3 , although the surrounding area shows signs of earlier occupation 4, 5 . Most likely, such fortified structure was supplanted by a male monastery between the end of the 12th and  Selmin, 2005, p. 113. 3 A Çemole de la Roca (Fortress of the Gemola) is mentioned in the year 1184, but the term "roca" could refer to an older structure. the beginning of the 13th century 6,7 . Certainly, in the year 1221, the male monastery was replaced by a new female monastery, founded by the Blessed Beatrice of Este with the support of the Church Establishment 8 . Beatrice of Este was the daughter of Azzo VI, marquis of Este, one of the most powerful and influential leaders of the 13th century political scene in Europe. Beatrice founded a new religious community, which continued to live in the Mount Gemola also after her death (1226), most probably embracing the Benedictine rule. While it was the siege of a monastery, the site was organized to host the life of its community, thus including spiritual and productive areas, according to the Benedictine tradition. According to sources and archaeological evidence, the monastery included surrounding walls, a church, a dormitory, a refectory, a cloister (probably first with one-sided portico and later with a four-sided portico), a well with a cistern for collecting rainwater, a grangia (productive/ agricultural part), a cemetery. The life of the Gemola monastery continued until the second half of the 16th century, when the Diocese of Padua decided to transfer its community to Padua and sell the property. Following some transfers of ownership, around the year 1657 the monastery was transformed into a villa by the initiative of a Venetian goldsmith merchant, Francesco Roberti 9 . However, the shaping of the villa as it can be seen today must have taken place gradually, with some important interventions during the 18th century by the Bregolini family 10 . The architecture of the Venetian Villa used and adapted the structure of the previous monastery, maintaining its hierarchical organisation, for example by positioning the central hall in correspondence of the old refectory. As Venetian Villa, the site continued the rural productive functions of the monastery and became a prestigious residence with housing and representative functions. At the beginning of the 20th century, a rural building (barchessa) was added to the villa in support of its agricultural activities. The villa became a public property in 1972, following its listing as national cultural heritage in 1971. At that point, the villa stopped its direct productive activities (the agricultural properties around the villa were rented) and stopped to be inhabited by its owners 11 . Following a thorough restoration during the 1970s, which included onsite archaeological investigations, the site became the premises of the Museum of the Flora and Fauna of the Euganean Hills. The functions shifted then to educational and to services (mainly the provision of a venue for events).

Context
Villa Beatrice d'Este is located on top of Mount Gemola, (281 m a.s.l.), a relief in the southern area of the Euganean Hills Regional Park, within the territory of what is today the Municipality of Baone. It is located in a strategic position, in visual contact with other Euganean reliefs such as Mounts Rua and Venda. Thanks to their peculiar geomorphology 12 and the central position in the Po valley system, the Euganean Hills have been continuously inhabited since ancient times 13, 14 . The Euganean landscape is thus the result of centuries of interaction between man and the environment. During the Medieval Ages, and particularly from the 10th to the 12th century, several small settlements developed in the area, such as fortified castles and monasteries, which were usually located in raised positions and near fresh water sources (as Villa Beatrice). This network of settlements ensured control of the territory, also through the organization of productive activities, such as agriculture, and the regimentation of marshy waters in the lower plain areas 15 . This pattern continued during the 16th century with the spread of Venetian Villas, which in fact were often replacing previous medieval castles or monasteries 16 . Based on these elements, a common trend in the settlement system of the Euganean Hills can be highlighted: the area was never interested by large urban settlements, which were rather located at the borders of the area (Monselice and Este); it was controlled and managed through a capillary network of small settlements organized around attractive poles (castles and monasteries first, and Venetian Villas later). This pattern has continued up to today. Agriculture has been one of the main economic activities, which has significantly contributed to shape the Euganean landscape. Agriculture was intertwined with the development of settlements and the control of the territory, as it was linked to the regimentation of waters and to the overall organization of lands. Since ancient times and up to today, the cultivation of vineyards has been the most widespread and valuable agricultural activity, as it has allowed to take advantage of the hilly slopes and to benefit from the rich variety of Euganean soils. Hence, the overall Euganean Hills area has a rich natural and cultural heritage. The latter includes archaeological areas, Medieval castles, and monasteries, and several Venetian Villas. Many museums were established to reflect and valorise such heritage, including private and public. The Euganean Hills area is part of the Tourism Destination "Thermae and Euganean Hills", which includes also the prestigious thermal areas of Abano and Montegrotto Terme. According to recent analysis (OGD 2018) and also to direct observation following the COVID-19 pandemics, the tourism market shows and increasing attention towards the territory of the Euganean Hills, which represents a newer market, due to the kind of offer: outside/ open air activities, slow tourism, eno gastronomic tourism.

Formal description of the site and state of conservation
Villa Beatrice covers a flat area of about one hectare on top of Mount Gemola. The complex consists of the main body of the villa, which extends longitudinally in a north-east south-west direction overlooking a courtyard, and a rural building (barchessa), on the north side of the courtyard. The villa is connected to two gardens placed at lower levels (following the slopes of the hill) on its western and eastern sides (corresponding to the ancient cemetery and to the ancient brolo of the Medieval monastery respectively). A large walled meadow area is located to the south of the complex. The villa can be accessed from a monumental portal leading to the medieval paved ramp climbing up to the northern and southern entrances of the courtyard. In the outside area, preserved imposing containment walls of the medieval monastery can be observed below and around the western and eastern gardens.  The courtyard is located between the villa and its western garden (old cemetery). It is delimited to the south by a ruined medieval standing wall with barred windows that was interpreted as a remain of the ancient monastery stables; to the north, it is delimited by the rural barchessa and an entrance stone and brick wall, which was identified as the ruins of the medieval monastery church. Under the portico of the barchessa are some epigraphs testifying to the history of the complex 17 . Below its floor, remains of the foundations of the ancient medieval church and some burials of that time were highlighted during the excavations of the 1970s and 1980s and are still visible. In the courtyard are two wells: the northern one dating back to 1264 and evidence of the ancient monastery; the southern one more recent, dating back to the time of construction of the villa. Between the eastern and western garden, to the south of the main villa, are the ruins of what has been interpreted by archaeologists at the ancient dovecot.  The villa itself is the result of several interventions that adapted the remains of the medieval monastery. The main central villa is a two-storey building with triangular tympanum. It was built on the traditional tripartite plan of the Venetian noble residences, with a central hall that extends over the entire depth of the building, and four symmetric side rooms. The rooms are covered with Venetian floors. The central hall has a double height, with a precious 18th-century wooden balustrade delimiting a balcony, which was used for musicians during events. Although the plan is typical of Venetian residences, the structure was adapted to the old structures of the monastery, as shown by some material evidences of the medieval monastery that are still visible: wall niches, probably corresponding to the former entrances of the ancient refectory; a stone with a Greek inscription reused in the construction of the same wall; portions of terracotta flooring visible under the floor level; two fireplaces and a hand basin made of carved stone. To the north of the main villa, is a spacious room with a modern wooden mezzanine, the socalled "carriage room". The carriage room connects the villa with the oratory of the manor house dedicated to St. John the Baptist. The oratory has a single nave with rectangular shape, covered by a wooden ceiling. On its floor are three underground tombs of the families that inhabited the villa 18 . Above the door of the oratory there is a painted Latin inscription that attests to the works of 1708 by Count Bartolomeo Bregolini and reports that the oratory is located where the ark of 18 That of Count Pietro Bregolini, son of Bartolomeo, who died young in 1746 at the age of 33, as stated in the epigraph; that of his son Bartolomeo, who died of just nine months in 1733; the tomb of Countess Beatrice Prosdocimi Bregolini de Panico, who died in 1802. The overall state of conservation of the villa is good, both in its internal and external parts. The structure would need consolidation of the stone walls and a maintenance of the surfaces (old plaster), respecting the original materials, and of the external areas, to avoid propagation of vegetation that could damage the walls. Some medieval structures have been incorporated into the villa, whereas others are in a state of ruins in the outside area, showing a good state of conservation. Containment walls of medieval origin are in a good state of conservation and are still in use with the same containment function.

Connections
Villa Beatrice d'Este is not connected to the public transport network. The closest train stations are those of Battaglia Terme, Monselice and Este but there is no public connection from the train stations to the site. Hence the site is reachable by car only, or, alternatively, on foot, by bicycle or horse.

Site values and Integrity & Authenticity
Based on the above analysis, values defining the cultural significance of the site were proposed. Each identified value can be linked to specific attributes, which need to be safeguarded and valorised in the Management Plan. Then, integrity and authenticity of the site, with reference to identified values, were analysed, as shown in Table 1. Historic value: Villa Beatrice d'Este is an example of 17th-century Venetian Villa, testimony to the development of villas in the Veneto Region, as part of the historical, social, economic and cultural context of the Republic of Venice during the 1500s and 1600s. Within the framework of the Venetian Villas in the Province of Padua 20 , Villa Beatrice is among those buildings that replaced previous religious settlements and therefore represents an example of adaptation and continuity of use of pre-existing religious structures during the development of Venetian Villas in the Euganean Hills area. On top of this, the villa is strictly linked to the historical importance of the medieval monastery that preceded it, a monastery that was founded in 1221 by the Blessed Beatrice of the Este family, one of the most influential families in north of Italy at that time. The foundation of a monastery by a young noblewoman in search of spiritual life is part of the phenomenon of the pauperistic movements of Italy in the early 13th century, which largely involved the aristocratic female world (the experiences of Francis of Assisi and Saint Claire are contemporary). Furthermore, the patronage of the Este family over the monastery testifies to the political balance of that specific historical context.  site is ideal in the context of the hills: raised above the plain, near water sources, surrounded by woods and cultivable areas, easily defensible. The site is thus testimony of a typical medieval settlement, which contributed to shaping the surrounding landscape. Architectural value: the villa is an example of the 17th-century Venetian Villas architecture in the Province of Padua. The villa is sober and simple. It has a typical tripartite plan with a central hall, with a beautiful wooden balcony and a coffered ceiling. It differs from other contemporary examples for being built on the ruins of a previous medieval monastery, reusing its main structures (some of which were highlighted thanks to archaeological excavations and restoration). The massive enclosure and containment walls of the ancient monastery are still preserved and strongly qualify the external look of the monumental complex. There are other examples of villas built to replace ancient monasteries in the Euganean Hills area, but, unlike these examples, Villa Beatrice retains a more accentuated sobriety, and preserves more extensive parts of the original medieval architecture. Archaeological value: thanks to the archaeological investigations conducted in the 1970s and 1980s, remains of the ancient medieval monastery are visible in situ. Therefore, the villa is a material testimony of an ancient medieval monastery, with an important value for reconstructing the early medieval history of the Euganean Hills and providing information that otherwise would not be available solely through written sources. The archaeological value is also potential, as more investigations in the area around the villa and further analysis of the wall stratigraphy would provide even more information on the history of the site and on its relationship with the agricultural and production context of the Euganean Hills. Symbolic, social, and religious values: Beatrice of Este founded the monastery on which Villa Beatrice was built. The memory of the Blessed Beatrice remains not only in the name of the monumental complex, but also in a series of material and historical memories that link the site to the surrounding area. The oratory of the villa, dedicated to Saint John the Baptist, maintained a direct link with the history and figure of Beatrice over the centuries: it is dedicated to Saint John the Baptist, as the monastery founded by the Blessed, and it stands right on the site of the ancient sacristy where the body of the Blessed had been preserved after her death and before it was transported to Padua. The memory of the Blessed Beatrice and her story have been transmitted in the religious and popular culture of the Province of Padua and the Euganean Hills up to the present day. This tradition led to the official declaration of the cult of the Blessed during the 18th century. The figure of the Blessed Beatrice keeps a strong religious significance for the local communities and she is still worshipped in the Euganean Hills area: her body is now preserved in the Cathedral of Este, where she is also patron of the city. The site maintains a strong spiritual value, where visitors can find peace and tranquillity. Educational value: with the introduction of the Museum of the Flora and Fauna of the Euganean Hills of the Province of Padua, the site of Villa Beatrice acquired an added educational value, which could be further integrated with the history of the villa, with focus on the interaction between man and the environment over the centuries in the Euganean Hills area (for example, by elaborating on the use of plants by monks, or on old agriculture and productive activities and practices).

Authenticity and integrity: the complex of the villa is in a good state of conservation and is intact
in all its parts. The medieval monastery was incorporated into the villa, and therefore is part of it. Medieval ruins visible in situ are preserved but could be better valorised to allow visitors to fully understand the values of the site. Despite having changed functions over the centuries, the site maintained a strong sense of spirituality and meditation. The architecture is original in its elements and maintained the austere aspect of the previous religious building, with a parsimonious use of decorative elements. Visitors would still find in Villa Beatrice a place of peace and tranquillity, surrounded by the nature of the Euganean Hills. Beatrice is a "monumental complex" (Art. 101, 2) and also represents an "archaeological area" (Art. 101, 2, d). As such, the site is legally subject to protection obligations. Following the restoration works carried out in the 1970s and 1980s, the complex was opened to the public, with the establishment of the Museum of the Flora and Fauna of the Euganean Hills in the southern wing of the villa. Since about ten years, the management and valorisation of the monumental complex is entrusted in concession to a third private party by the Province of Padua. The agricultural land around the villa is instead rented to a local farm and winery. Based on this management system, the services currently offered at Villa Beatrice, and which are entirely managed by the third party through concession, mainly involve guided tours, didactic workshops and interactive itineraries, and the organization of events. The parts of the villa that are involved in such activities include the outside areas, including courtyard and both gardens, the museum and its shop/ café area, the carriage room (as service room for the catering services), and the central hall and side rooms at the ground floor of the villa. Currently, the spaces of the barchessa and the second floor of the villa are not managed and used.

Visitor flows
According to the data provided by the company that is currently managing the villa (Butterfly Arc Ltd.) the number of visitors to Villa Beatrice and its museum can be estimated to an average of 1,900 per year for the years 2015-2019, including school visits and events. To this figure, the non-paying visitors to the external areas should be added, which are estimated to be around 20,000 per year. According to the same source, events organized in the past reached much higher numbers. Looking also at the tourist flows for the Destination "Thermae and Euganean Hills" 21 , data suggest that a more holistic management coupled with the organization of more events could lead to an increase in the number of visitors. In this regard, it is also interesting to analyse the tourism data at the regional level, where, in 2017, more than 65% of the revenues for international leisure tourism were based on cultural reasons, primarily of a traditional type (61.8% linked to the visit to the main cities of art), and also of an experience type (4.4%). Furthermore, the cultural holidays registered the highest per capita expenditure on international tourism 22 . As regards the target groups, data are available only at destination and regional level, and show that the Italian market has a higher share at the level of the Euganean Hills 23 , whereas the foreign market is more important at the regional level, with a growing trend 24 .

Stakeholder analysis
Stakeholders with a link to the management of the heritage site of Villa Beatrice or potentially interested in its protection and valorisation are manifold. They include public and private entities, ranging from the public authorities at the local, regional and national level, the public bodies in charge of the management of natural and cultural assets in the Euganean Hills area (such as the Regional Institute for Venetian Villas and the Euganean Hills Regional Park Authority), the DMO Thermae and Euganean Hills and the LAG Padua, which are public-private consortia, the Diocese of Padua, and private Civil Society Organizations active in the protection and promotion of the cultural and natural heritage of the area.

Management recommendations
Based on the above analysis, some management recommendations for an improved valorisation of the villa and its long-term conservation in a key of economic sustainability can be provided, with the identification of strategic objectives and the suggestion of an action plan for implementation. The strategic objectives identified include: 5. Research; 6. Marketing; 7. Tourism; 8. Funding.
For each strategic objective, actions were suggested, by indicating the level of priority (low, medium, high) and timeframe (short, medium, long term). As mentioned, among recommendations was the introduction of possible productive activities that could valorise the villa and its assets, which are described in the following section.

Introduction of new productive activities
The identification of new productive activities into the heritage site of Villa Beatrice should be aligned with the values of the site and its cultural significance, and also be based on a sound analysis of what kind of activities could support the economic sustainability of the site, providing resources for its maintenance. In the case of Villa Beatrice d'Este, the introduction of productive activities is per se very much in line with the values of the site and its historical functions, as the site was the centre of the productive life of the area when it was a monastery and also when it was an active Venetian Villa. The methodological approach applied in the definition of the productive activities and in the study of their feasibility was developed and tested in the field on other local and European case studies by the Venetian Cluster 25 .

Territorial analysis
The analyses targeted the selected sectors to identify the productive activities in the territory of Villa Beatrice carried out at concentric centres from the position of the villa (1 km, 10 km, 30 km). The primary sources used for the research were Google and some specific websites on the Euganean Hills area 27 . For activities within 1 km, the analysis went into detail; for activities within a 10 km, only a representative sample of the activities was taken into consideration, and details were examined within the samples. For the area within 30 km, the details of the individual activities were not considered, but their areas of concentration were taken into consideration. In addition to the above, the Venetian Villas in the area of the Thermae e Euganean Hills Tourist Destination were analysed, in order to check what the main services offered are (those villas are compared to Villa Beatrice as type of buildings).
The results of the analysis are summarized hereunder. The productive activities within 1 km from the villa are very limited in number, and do not cover all the sectors considered, as shown in The area within a 10 km radius roughly corresponds to the territory of the Euganean Hills Park and to large part of the Tourist Destination "Thermae and Euganean Hills". As shown in Table  3, the activities within this area are numerically representative, especially for some sectors, such as hospitality, restaurants, wine bars and wine shops, and the trading of typical food and wine products, confirming the agricultural and touristic vocation of the Euganean area. A small percentage of the surveyed activities is located within historic buildings or Venetian Villas. The activities that were taken into consideration, particularly regarding the most numerically relevant sectors, represent an indicative sample of the actual number of activities, which could not be totally covered by the survey.
For the sector of hospitality, the analysis went to further consider the type of services offered, including extra services, showing that most of the activities offer bedrooms rather than houses or apartments, but that for historic buildings the situation is the opposite. As shown in Table  4, the analysis also highlighted that there are few campsites and that glamping is almost absent (only in one case, glamping was offered as an experience). Finally, it was noted that only in few cases specific services for bike tourists were offered (and none of them in historic buildings), and that yoga or meditation were not offered if not occasionally. However, within the analysis of the Slow Tourism Services in the area, represented activities include tours by bicycle, horseriding, or walking; food and wine tours; cultural and thematic tours; cooking courses, showing a potential cooperation between the two sectors. Regarding restaurants, the analysis showed a wide and capillary distribution of such activities in the area, with a prevalence of local traditional cuisine with a rustic style and only two cases of restaurants inserted within the context of a Venetian Villa. Wine bars, tastings and wine shops also showed a wide distribution, given the high presence of wineries and farms in the area. These are mainly farm and agritourism activities, which offer wine tasting services mostly upon reservation. At the level of Venetian Villas or historic buildings, there is a good presence of this type of activities, but, in almost all cases, these are wineries or farms located within historic buildings, and not wine bars. Regarding yoga and meditative sports, there are several centres and schools mainly concentrated in the area of the Euganean Spas and in urban contexts. Some associations organize sporadic events in the Euganean Hills area. The analysis of wellness centres took into consideration only the activities located outside the Euganean Spas basin, where all thermal structures offer a wide range of wellness-related services, and showed a very scarce presence of such activities in the Euganean Hills area. Finally, regarding the sector of creative craftmanship, research showed some typical productions, such as pottery in the Este area, the goldsmith and silverware manufacturing, the leather processing, and the weaving, but specific activities could not be identified. The area within 30 km is more varied, including entirely the city of Padua, the area of the Berici Hills up to the southern area of Vicenza, the centres of Cologna Veneta and Montagnana, the area to the south of the Euganean Hills, down to Rovigo, the area south-east of Padua and the area between Padua and Vicenza. The activities in the area are more widely represented, with concentrations in the urban centres. The analysis carried out did not go into detail but could spot attracting poles for the activities in the centres of Padua and further south in Rovigo. The area of the Berici Hills represents a similar but distinct hilly system from that of the Euganean Hills; it is therefore interesting to compare it with the Euganean Hills system. Finally, the analysis went to consider the activities inserted in the context of Venetian Villas and historic buildings within the Destination "Thermae and Euganean Hills" to verify how many Venetian Villas within 30 km from Villa Beatrice have developed activities in the identified productive sectors, as shown in Table 5. The analysis showed that the most represented activity is hospitality and that other activities are represented, although in smaller numbers. Most of the villas or historic buildings are located within a 30 km radius from Villa Beatrice d'Este.
Tab. 4 Analysis of hospitality activities within 10 km from Villa Beatrice

SWOT Analysis
Based on the overall analysis, including the diagnosis of the site, the examination of its management and the territorial analysis of productive activities, a SWOT analysis was undertaken to identify potential strengths and opportunities for the management and valorisation of Villa Beatrice in a key of economic sustainability.

Possible activities and feasibility
Based on the above, a hypothesis of some productive activities that could be included in the villa was provided, with a preliminary economic feasibility plan, starting from the metric calculation of the villa spaces and based on a cost estimate per square meter for the restoration works, including systems and set-up. Such activities include the possible introduction of a B&B targeting the slow and experiential tourism market and of a glamping activity in the outside areas; the introduction of yoga and meditative sports services, in connection or independently from the hospitality services; the introduction of a wine bar in cooperation with local wineries and excellences; the provision of team building activities. The suggested activities could enter in synergy with the museum's educational activities, the organization of events such as weddings, meetings, and cultural and eno-gastronomic events.