Since the 1980s, Barcelona's local institutions have been pioneers in creating a close relationship between culture, urban regeneration, and the social and economic development of the city, and subsequently in implementing a new paradigm in cultural policy for entrepreneurial, cultural, and creative cities. As a consequence, the city has also become a model for place branding and cultural tourism. In this context, Born, an archaeological site of the early eighteenth century which offers detailed testimony to both the cultural and economic lifestyle of the city at that time and the defeat of the Catalans during the War of the Spanish Succession, has been preserved and opened to the public in line with the city's varying cultural policies and attitudes to national identity over the last two decades. This article discusses Born from 2000 to 2017 and the political and cultural management context in relation to the Barcelona model that has defined its current form as a cultural centre. In this context, this article also discusses the role of archaeology in Barcelona's cultural governance, as a case study through which to consider the role of urban archaeological heritage management today.