The Prince by Niccolo Machiavelli Chapter 21 Page 9

that they may be taken from him, or that other refrain from opening a trade through fear of taxes; and he should provide rewards for those who desire so to employ themselves, and for all who are disposed in any way to add to the greatness of his City or State.

He ought, moreover, at suitable seasons of the year to entertain the people with festivals and shows. And because all cities are divided into guilds and companies, he should show attention to these societies, and sometimes take part in their meetings; offering an example of courtesy and munificence, but always maintaining the dignity of his station, which must under no circumstances be compromised.