ABSTRACT Třebíč is the only Czech town, but one of several in the world, to have its Jewish quarter separately listed on the UNESCO World Heritage List. For more than twenty years, this small town has held not one but two events related to Jewish culture: Shamayim Jewish Culture Festival and Jewish Town Revived, a cultural and historical festivity. Based on long-term and repeated fieldwork from 2017 to the present, the article explains how the acquisition of the UNESCO World Heritage status of the local Jewish quarter determined the reinterpretation and appropriation of the tangible monuments and immaterial references to Jewish culture from a more or less tolerated and dilapidated relic of the past into an essential and prestigious identity marker of today’s completely non-Jewish Třebíč. What elements other than Jewish material cultural heritage do the Třebíč festivities refer to, and how do today’s music/dance/theatre performers – who are overwhelmingly non-Jewish – present them? How do the festivities relate to the local Jewish past and where are the limits of imagination and reference to historical realia? What other purposes do the festivities serve today and how do they affect the revitalization of the quarter?