From Sustainability to Excellence: Rethinking Theatre Management through Quality A Milanese Case Study

This paper examines the evolving paradigm of theatre management through the interconnected concepts of sustainability, quality, and institutional excellence. Moving beyond traditional approaches focused mainly on artistic prestige or financial performance, the study proposes a multidimensional framework in which sustainability forms the foundation for long- term organisational resilience, while quality serves as the operational condition that makes sustainability coherent, credible, and institutionally effective. Excellence is thus interpreted not as an isolated artistic achievement but as the result of systemic alignment among ethical responsibility, strategic governance, cultural relevance, and artistic integrity. The research adopts a qualitative case study methodology focused on Teatro Franco Parenti in Milan, one of the most significant examples of innovative cultural management in Italy. By analysing governance models, programming strategies, stakeholder relationships, and urban regeneration practices, the paper shows how a mid-sized theatre institution can become a sustainable cultural ecosystem. The study highlights the redevelopment of the former Caimi bathing complex into the Bagni Misteriosi, a project that exemplifies the integration of heritage preservation, adaptive reuse, environmental awareness, and social participation. The findings suggest that sustainability alone is insufficient to generate institutional excellence unless supported by quality-oriented managerial practices that translate values into organisational processes and long-term strategies. Similarly, quality without sustainability risks becoming disconnected from ethical responsibility and social legitimacy. The study therefore argues that excellence arises from integrating sustainability and quality within a regenerative model of theatre management. The Teatro Franco Parenti case offers broader implications for cultural organisations seeking to combine artistic innovation, urban relevance, and organisational resilience within increasingly complex social and environmental contexts.