Together with Trentino School of Management, we assisted the Municipality of Rovereto in the process of drafting a new strategic plan for Culture, Tourism, and Creativity. The process, entitled Rovereto Factory, involved an initial phase of local research, mapping the main players in the city’s cultural system and conducting a series of interviews to investigate the current state of affairs. This was followed by a series of public meetings in which we jointly planned the priority issues and actions to be included in the plan.