For any urban population, it is important to feel the sense of belonging to the city. Jurmala city needs to position itself not only as a seaside resort and a place of residence closely located to Riga but also as a territory with its unique culture. has been determined as One of the priorities that is determined by the Jurmala City Cultural Development Strategy 2008–2020 is to involve Jurmala residents in Jurmala city's cultural life. In order to preserve the historical heritage of the resort, the Jurmala City Council is seeking opportunities to create innovative souvenirs that would represent the most typical culture elements of Jurmala in an original way. The aim of the research study was to valuate Jurmala residents’ readiness to get engaged in the promotion of Jurmala cultural life. In the scope of the research, the authors used the following research methods: the monographic, logical construction and graphic methods, and a social survey. The data were processed by using statistical analysis and synthesis methods. The research results confirmed the authors’ assumption that Jurmala residents support the idea of creating original and socially innovative souvenirs for Jurmala cultural events, yet not all of the residents were ready to actively get involved in the creation of such souvenirs. The research results show that there are opportunities how Jurmala city could promote its resort offerings by means of original souvenirs created by its residents, which feature not only artistic but also socio-innovative values.