The “Beneficencia del Valle del Cauca” contracted with “Universidad Icesi” a market study and a marketing plan that would serve as basis for the licitation for the gambling monopoly in five different zones of the department. One of the most important results of the study is the projection of “Chance” sales, which is based, among other aspects, on a central tendency measure of the investment per person along the year. This case presents decision making information regarding central tendency measure that is appropriate for chance sales projections.

This document presents a summary of the results of the characterization and measurement of cultural indus­tries in Cali. It also describes the situation of these industries in this city and proposes goals and actors necessary in order for the industry to thrive as a driver of economic development. It was found that cul­tural industries account for around 1,0% of the city’s GDP and generate 2,7% of all employment. It is a sector with high levels of informality, low levels of exports, and high volatility of production. Until recently, this sector lacked public policies oriented towards fostering development.