01129nas a2200121   4500000000100000000000100001008004100002100001700043245012300060300001000183490000700193520080700200                                       d1 aL. Magalhaes00aThe bet of patrimony - institutional innovation of art and entertainment spaces in Brazil: the case of Casino da Urca.  a61-750 v203 aThe article presents an analysis of the configuration of intangible heritage of place from the perspective of Peter Hall (1998) regarding culture and the urban civilizing pattern. Discusses the theme from a reflection on how and why Cassino da Urca became an icon of the culture of the city of Rio de Janeiro, and of the spirit of its time, and explores the unprecedented recognition of the city as an urban cultural landscape, a world heritage site in humanity by UNESCO. When presenting charismatic leaders who are fundamental in the development of what was considered the best venue in Latin America, he highlights his roles and his bets on the relations of dialogue and rooting with his territory (Zaoual, 2006) as favorable conditions for the cultural potential of a epoch take place in one place.