The development of cultural territorial projects appears to be a means for differentiating and increasing attractiveness (Plaza, 2000). However, the conditions for the development and success of these projects seem to differ based on whether they concern urban or rural areas, and the latter are yet little studied (Delfosse, 2015; Férérol, 2017). In order to understand the process of developing a cultural project for a mountain area and to identify the managerial modalities at work, we propose to mobilize a management theoretical framework: the theory of resources. From the study of two cases, we show that the development of a regional cultural project is a complex process which requires the mobilization of a large ecosystem of actors but above all of resources; resources that must be promoted by the actors at very specific times during the project. From a managerial point of view, the study shows that it is crucial to foster partnerships with local associations and businesses in order to anchor the project in the territory. The need to strengthen the participation of the civil society in cultural territorial projects (CTP) thus clearly appears as a guarantee of their legitimacy and can be facilitated by a wide communication of economic and social impacts. In addition, in order to ensure the promotion of the cultural offer, it seems relevant to develop a system of "ambassadors" where the inhabitants and recurrent visitors can share their experience and thus increase the notoriety and visibility of the offer and thus ultimately of the territory.