INCENTIVES CONVENTIONS EVENTS
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INTERNATIONAL EDITION - 2020 JAN-FEB | 2020
FOCUS ON
issue
01
ITALIAN MICE INDUSTRY
NEW OPENINGS AND IMPORTANT DEVELOPMENTS FOR AN EVENT-PACKED 2020
LET'S GO GREEN
HOW TO ORGANISE ECO-FRIENDLY EVENTS IN ITALY
LAMBORGHINI, FERRARI & CO.
Andrea Bocelli
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THE ITALIAN VOICE
TOP "ROARING" BRANDS FOR THE MICE SECTOR
THE LOCATION
THE DESTINATION
Mercure Villa Romanazzi Carducci Bari
Fabulous Puglia
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HOTEL PARCHI DEL GARDA Congress Centre
SUCCESSFUL EVENTS ON GARDA LAKE A 2000 sq.m. Congress Centre, with wide rooms and adjustable spaces for a successful event. 9 meeting rooms with innovative technologies for each type of event. Easy to reach, in the wonderful setting of Garda Lake. High-quality services for a Congress Centre inside a 4* Hotel: excellent cuisine, shows and team building to amaze your guests, all with the support of an internal dedicated office. A Hotel where you can rest after a whole day's work or a starting point to discover a rich territory, full of wineries and vineyards, and a stunning nature. La Dolce Vita sul Lago di Garda! Hotel Parchi del Garda • Congress Centre Lazise, Verona • Italy Tel. +39 045 6499640 congress@hpdg.it www.hotelparchidelgarda.it
MILANO HPG
01 2020
contents editorial
Enit: Italy by numbers 42 9
More and more Italy
Gruppo Peroni Eventi: everything, and then, even more 44 J&TI Events: in Milan sprint and go! 46
HOT TOPICS
MZ Congressi: medical education, evolving with experts 48
the CB’s voice 10
My legs are still trembling! institutional comment
Piemonte: grandeur, taste and modernity 50
dossier: Italy and DMCs 12
Flexibility and innovation
Beauty is not enough
52
Events in Emilia: speed up your taste with Amazing Italy 60
the DMC’s corner 14
DMC? Yes, please! incentive comment
CS Events: the directors of MICE
62
Next is ahead
64
Sardinia MICE Network: authenticity in Sardinia
66
16
Variety is the spice of… Italy!
sustainable Italy meeting comment
Green Italy, let’s go!
Spreading professionalism in events management
Italian style
the testimonial 20
Andrea Bocelli: the Italian Voice
Mercure Villa Romanazzi Carducci Bari: the one and only 22 focus on: Italian MICE Italy on the podium of the meeting industry
30
CBItalia: seeing Italy in a new light
40
22
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MICE and motors, a wedding made in heaven
74
Italian calendar
the location
68
68
18
30
74
An action-packed 2020
82
made in Italy 86
The great beauty
52
86
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01 2020
contents digital tips 92
Discover Italy from your devices
Kolbe Hotel Rome: an eco-friendly hotel
123
Palazzo Montemartini Rome: meeting in a Palace
124
MH Matera: excellence in the city of the “Sassi”
126
Grand Hotel Tiziano: the Grand Hotel of Lecce 128
Italians abroad 96
Design thinking or “design living”?
venues La Venaria Reale: royal events
Italy: some advice 102
Dining Etiquette, instructions for use
unforgettable Italy 106
Click and post
130
Skyway Monte Bianco: climbing skywards 132 Fratelli Cozzi Museum: a seductive style
134
Auditorium Antonianum: where events live
136
Tiberius: spaces and ideas for successful events
139
SITE INSPECTIONS
incentive resorts
destinations
Chervò Golf Hotel Spa & Resort: here dreams take shape 140 112
A brand called Tuscany
Almar Jesolo Resort & Spa: an oasis in the Venice Lagoon 142 Santa Tecla Palace: creativity on the slopes of Etna
144
hotels Molino Stucky: events that become experiences, in Venice 118 Crowne Plaza Milan Linate: on the wings of business
96
120
106
special dossier Discovering Puglia
156
EDIMAN WORKSHOPS BUY MICE ROMA 5 May 2020 Villa Miani, Rome
BUY MICE MILANO October 2020
FULL CONTACT PCO 26-28 March 2020 Grand Hotel Imperiale, Moltrasio (Co)
FULL CONTACT MEETING PLANNER 1 21-23 May 2020 Palace Hotel, Milano Marittima (Ra)
156
FULL CONTACT DISCOVER ITALY October 2020
FULL CONTACT INCENTIVE DESTINATIONS October 2020
FULL CONTACT MEETING PLANNER 2 November 2020
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editorial The 2020 English edition of Meeting e Congressi brings on your desks a large number of ideas and suggestions to make the most of your events in Italy, leaving an indelible memory in their participants
MARCO BIAMONTI Managing editor marco.biamonti@ediman.it
More and more Italy W
elcome to the third English edition of Meeting e Congressi which presents, every year, the best Italian MICE offer, in addition to the many new destinations, facilities and services that arrive on the scene. A magazine whose previous issues many of you have already received and consulted, and which from this year further expands its diffusion thanks to the enhanced distribution partnerships with the Convention Bureau Italia and Enit, the Italian Government Tourist Board. In fact, you will find Meeting e Congressi in all the numerous MICE workshops organised in the world by the two entities, as well as in well-known international exhibitions such as Imex and Ibtm.
peculiarities of the Italian supply, including the locations and MICE activities of the Motor Valley, a pride for the country, the growing number of venues that make environmental sustainability their flagship, some of the most exciting cultural, musical and sports events happening across the Peninsula throughout 2020, and the many districts known for their crafts. In short, a large number of ideas and suggestions to make the most of your conference or incentive in Italy, leaving an indelible memory in their participants.
In this issue – introduced by the worldwide famous tenor Andrea Bocelli – we present several
“Meeting e Congressi” is the magazine of reference for the Italian meeting industry. Published by Ediman since 1973, it has been helping professionals (agencies, companies, associations) keep up with everything that is new in our world for forty-six years. Supporting “Meeting e Congressi” is the website MeetingeCongressi.com that serves as the main venue finder for Italian conference locations. Ediman was also one of the first in the world to organise sector-specific workshops, which still enjoy a highquality reputation today.
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hot topics
THE CB’S VOICE
My legs are still trembling! CBItalia’s communication project was among the three finalists at the 22nd ICCA Best Marketing Award
I
CARLOTTA FERRARI President of Convention Bureau Italia c.ferrari@conventionbureau.it
magine a huge congress hall in Houston, an audience of over a thousand people, all highly qualified operators in the international meetings industry. Just think how many competitors were in that room! Destinations and countries that have been investing millions in promotion and communication for decades! And, let’s admit it, so many will have thought, “Oh Italy! We’d all love to have their marvels. It’s such a shame they don’t invest and then, as we know, they’re not champions of organisation”. It was into this context that we arrived, proud newcomers, a private company set up with the support of the national MICE companies and which is self-sufficient. But this is where the force of our italianness emerges, in our ability to transform dreams and ideas into projects and the projects into reality. Maybe, by always seeing the glass half full, we can say that sometimes the lack of resources stimulates creativity and above all makes collaboration and team work essential. And that is precisely what happened.
A few months on from our participation in ICCA’s Best Marketing Award 2019 we can say how immensely satisfied we are at such an achievement. The project “Italy at Hand - Hand-in-hand, we win together”, which was developed in three stages – campaign through images, film and Italy at Hand, The Event – was the first national communication project for the MICE sector, realised with our incredible resources, those resources which not everyone can command but which are implicit in Italian style. Piece by piece, in a process which included our members, with a network of partners happy to associate their brand with ours, we have created an articulated product that represents the greatest expression of Italy and highlights its special values. But that’s not all, the project allows every single member to be equipped with communication tools that are unique, co-ordinated, innovative, suited to their specific needs and with accessible costs and methods. A positive interaction that has allowed extraordinary savings without giving up quality, aiming always for the best results. This is why we are convinced that the presentation of Italy at Hand on the Houston stage has given our country unprecedented visibility and
great prestige. So yes, my legs are still trembling from the emotion, the enthusiasm and also the joy and the fun! Because of the fun, spontaneity and the role play together with Tobia Salvadori, CBItalia’s Managing Director, being on that stage was, I believe, our trump card because in those ten minutes everyone saw our enthusiasm, passion and tenacity. All the values emerged which make Convention Bureau Italia a unique place, a community of enthusiastic people who travel in the same direction, a group of colleagues and members who work together to reach common goals and greater success. A network of people who,” hand-in-hand”, wants to show the world its own value and the immense professionalism of the companies it represents. To be chosen among the top three projects at international level and to have had the opportunity to appear on that stage to illustrate MICE’s Italy was therefore a great victory. Really, it doesn’t matter if we didn’t win the first prize (congratulations to the brilliant colleagues of Estonia CB), because we reached our objective and added another important piece for the growth of our industry. And the whole world saw it!
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THE PLACE
TO
OOOH! EXPECT THE UNEXPECTED. Discover a new concept of location in Italy. Imagine a place devised and designed for multiple purposes. Where temporary and permanent coexist. A space filled with light, created to continuously change and evolve, with intelligent, light and flexible architectural elements, and no technological or functional boundaries. A place of beauty with a strong, seductive personality, capable of transforming your events into totally unique experiences. www.riminipalacongressi.it
Palacongressi di Rimini. Designed to welcome you. Created to amaze you.
hot topics
INSTITUTIONAL COMMENT
Flexibility and innovation If flexibility is our talent, it is the push towards innovation which has allowed the Italian MICE sector its great leap forward
A
ALESSANDRA ALBARELLI President of Federcongressi&eventi presidenza@federcongressi.it
s President of the only national association of the Italian meetings industry I am very proud of the results achieved by the Belpaese in the MICE market. The Italian Observatory of Congresses and Events - OICE, the sector study promoted by Federcongressi&eventi, records a positive trend in constant growth for events and congresses organised in Italy and an increase of those with a significant number of participants from other countries. However, we are certainly not resting on our laurels. We have achieved these results thanks to public, but mainly private investments and we have no intention of stopping now. All the actors in the supply chain have a common aim which is to offer the market solutions that are increasingly competitive and tailor made in order to make the country an undisputed brand for MICE sector at global level. The principal Italian destinations such as Rome, Milan, Venice
and Florence are ever more popular with important international investors who continue non-stop to open hotels and prestigious locations made for events, with an offer so varied as to satisfy all the sector’s needs, and there is no lack of unusual venues obtained from the recovery of historic buildings and from an industrial past. Not only this: the niche destinations are forming a network and system in order to offer themselves in a qualified and structured way to the event organisers in search of new, original solutions with genuine Italian style. Be aware however, that Italy is not merely a unique mixture of art/culture/nature/food destinations and locations which guarantee a wow effect. Flexibility is one of the greatest strengths of our professionals but the drive for innovation is the resource which now more than ever they employ to provide technology, services,
and skills which answer to the growingneed for events with increasingly dynamic and varied formats able to incentivise networking and the engagement of the participants. Innovation – confirmed by the significant numbers who take thehigh level training courses that Federcongressi&eventi offers to its members to improve their competitivity – goes hand in hand with the awareness of sustainability. It is now much easier to organise green events in Italy: PCOs and agencies propose social activities in support of the territory. More and more resources are made available to limit environmental impact and the whole supply chain is committed to eliminating food waste by joining “Food for Good”, the project which recovers food not eaten during the events. Promoted by Federcongressi&eventi with two NPOs, it isamong the best practices present on the EU Platform on Food Loss and Waste.
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Where Meeting and Wellness come together
HOTEL CÆSIUS THERMÆ & SPA RESORT | BARDOLINO, LAKE GARDA, ITALY congresscaesius@europlan.it | +39 045 7219 746 | caesiuscongresscenter.com | lafabbricadellacqua.com
hot topics
THE DMC’S CORNER
DMC? Yes, please! Allow me to state my case: a top level DMC in Italy is a true necessity for any MICE related program
N
LORENZO PIGNATTI Founder of TerraEvents lorenzo.pignatti@terraevents.com
o, this is not an advertising page for my company, but in truth this article is intended as a manifesto for the category I belong to, of Destination Management Companies. As you browse the pages of this magazine you’ll come across fascinating insights recounting new openings, new places to see and new adventures to enjoy in Italy, but only in few other countries in the world it is more complicated, not being a “local”, to mix the incredible ingredients which create the memorable experience you are seeking. Our business is not as easy as warming up a precooked meal; it’s about taking those prime ingredients and balancing scents and flavours to produce a divine bite (of course, I had to do a foodie metaphor…). Our social and economic environments are quite fragmented, often hard to penetrate and difficult to understand from the outside.
This makes the planning and execution of high-level events and incentive programs quite challenging if you don’t have a local partner of trust. These are some of the reasons that make Italy quite unique in this perspective: 1. Italian cultural and social heritage is based on “micro clusters”. Through the centuries neighbouring villages fought each other from one hill to the other, developing strong and often incredibly different traditions considering their actual proximity. Today’s Italy is effectively a single bootshaped nation, in existence only since 1861, hence a trip to our country is in fact a dive into a magnificent mix of experiences. 2. In ancient times Italy (or parts of it) was a land of conquest for the Greeks, Carthaginians, Arabs and Normans, whilst from the Middle Ages it has been under the domain of the French, Spanish and Austrians. So it’s little wonder that in such a small country one can find so many different cultural, social and genetic strains. 3. In modern times, this
fragmentation led to a unique economic scenario whereby in 2019 in our country 92% of active companies (yes 92%!.) belong to the category of “small and medium enterprises”, employing 82% of the country’s total workforce and contributing at 60% of its turnover. Thus it comes as no surprise that in Italy, from north to south, city to city, village to village, it is quite common to identify substantial differences not only in the products and services available to the MICE industry, but also (and most importantly I would say in this case) in the dynamics and protocols applicable to their trade, negotiation, contracting and management. Only professional and experienced Destination Management Companies, with roots firmly embedded in their territory, are able to ensure a standout program which enjoys the very best our country has to offer. Speak with your DMC of trust, share everything you know about your upcoming program, be talkative and you will uncover a New Italy.
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A MODERN CONGRESS CENTRE
IN A WIDE PARK
OF AN HISTORICAL VILLA
ON THE SHORES OF THE MOST BEAUTIFUL LAKE IN THE WORLD
hot topics
INCENTIVE COMMENT
Variety is the spice Italy caput mundi (capital of the world): in Italy, you can discover or rediscover wonders similar to those of (almost) every country in the world. Here are 16 examples
E
LUCA CORSI Sponsorship & events manager Folletto Division of Vorwerk Italia luca.corsi@folletto.it
very year, the New York Times publishes a short list of the best places to visit worldwide, often choosing destinations that are unconventional, underestimated and often off the beaten tourist track, but are comparable to the so-called “dream destinations” that we know so well. This year the contributors of the NY Times have included three Italian destinations in the “52 places to go in 2020”. These are the marvelous city of Urbino in the Marches, Sicily, and the tiny gem of Molise, the smallest region in the “Belpaese” (the beautiful country) after the Aosta Valley. We are grateful to this publication for listing Urbino next to Tokyo, and Molise with the Bahamas. If you’ve been dreaming about castles in Scotland, the sea of the Maldives, the dunes of the Sahara, geysers, fjords, or the Zen gardens in Japan, then you will know without a doubt what to choose for your next event: come to Italy for all these and more. Below, I’ve listed 16 corners of the world that can also be found right here, in Italy. These are places that are often even
more unique and picturesque than their foreign counterparts. 1 If you want to visit a castle that is as Scottish as you can get, head to Rocca Calascio in Abruzzo, where you’ll find a marvelous fortress whose medieval charm is so reminiscent of those castles found in Glasgow and Edinburgh that Hollywood chose it as the set for the film Lady Hawke. 2 In the province of Siena, the abbey of San Galgano hosts a relic that seems to have come out of the Arthurian romance by Chrétien de Troyes: a sword in a stone. No, it’s not King Arthur’s legendary Excalibur (whose existence and whereabouts continue to be a mystery), but one that has the same characteristics, and which, according to legend, was plunged into a stone by St. Galgano, when he converted to Christianity, and represents the symbol of the cross. 3 The travel time between castles and exotic beaches in Italy is minimal. The
beaches of Sardinia from Villasimius to Cala Coticcio, and from Caprera to the Maddalena, all have the same breathtaking colours and white sand as the Maldives, the Seychelles and the Caribbean. 4 While in Sardinia, you can leave the sea behind you and head to the “desert”, where the dunes of Piscinas offer a similar view of a sunset that you might see in the Sahara. 5 Let’s move on to Piedmont, near Verbania in Val d’Ossola, where the Uriezzo Gorges are hewn from the rocks almost like the Grand Canyon, and the red canyons of Antelope. 6 Another compelling sight is the Furore fjord near Salerno in Campania, which offers visitors an “inimitably” Norwegian landscape. 7 Alternatively, Lake Carezza, located just a few kilometres from Bolzano (Alto Adige), treats visitors to spectacular, typically Canadian scenery, with a backdrop of mountains reflected in the lake’s crystalclear waters.
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hot topics
INCENTIVE COMMENT
of…Italy! 8 Lavender is commonly associated with Provence in France, but Italy has its own share of lavender fields. Between June and July, the countryside in Cuneo and Monferrato in Piedmont, Western Liguria and Ravenna in Emilia Romagna, is tinged with vibrant shades of purple. A true feast for both the eyes and the senses. 9 Although Ireland is famous for its cliffs overlooking the Atlantic Ocean, the white cliffs of Gaeta (Lazio), pounded by the waves of Tyrrhenian Sea in Italy, are equally appealing. 10 The Reggia di Venaria, the Palazzetto di Caccia di Stupinigi (The Stupingi Hunting Lodge), both near Turin, in Piedmont, and the Reggia di Caserta, not far from Naples, are just as striking as Versailles in Paris. 11 In Collegno, just a short distance from Turin, you’ll find a corner of Switzerland in the village of Leumann. This 19th century town was built by Swiss entrepreneur Napoleone Leumann for the workers of his cotton mill.
12 On the opposite side of the Alps, in Monte Santo di Lussari, in Friuli Venezia Giulia, there’s a place where Heidi would feel at home. The scenery of this small mountain village is identical to that seen in the famous cartoon inspired by the novel of Johanna Spyri. 13 Those seeking a Zen-like experience should head to Rome, where they’ll find a large Japanese garden. This is a truly authentic Japanese experience because it was designed by Japanese architect Ken Nakajima. 14 I n Larderello, in Tuscany, in the province of Pisa, you’ll find the Devil’s Valley, characterised by the same type of geysers found in Iceland, with an additional plus; the steam that is emitted from the ground is so spectacular that according to legend, it inspired Dante to write the Divine Comedy (unsurprisingly it produces 10 percent of the world’s geothermal energy).
15 Dying to see some waterfalls? Instead of booking a trip to Canada or Zambia, you only need to go to Umbria where you can admire the Marmore Falls in Terni. 16 Lastly, as a reminder that Italy is one of the cradles of civilization, you’ll find Magna Grecia, a historical site, located in Sicily. This Italian island hosts numerous archaeological sites, that are the heirs of ancient Greek culture. The most spectacular of all is the Valley of Temples, on the outskirts of Agrigento. It’s just as impressive as the Acropolis in Athens. Italians are extremely fortunate. If you know where to look, you’ll find the beauty of every corner of the world in Italy. We have a saying in Italian: “il mondo è bello perché è vario” which means “variety is the spice of life”, though our translation is “variety is the spice of…Italy”. This suggests that trying out new and different things can enrich your world. Come and see for yourself!
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hot topics
MEETING COMMENT
Spreading professionalism in events management Why not disseminate professionalism for organising events? Soon an Italian project will be imported in other nations into their national languages
RODOLFO MUSCO publicist and meeting architect CMP, CMM certificate, CME musco@motivationandevents.com
Conferences are essential forms of communication for cultural growth, economic development, scientific and social progress at every latitude. The planning, organisation, direction and evaluation of conferences require specific professionalism and knowledge of the elements of “affluent sciences” such as Psychology, Sociology, Marketing, Dramaturgy, Anthropology. There are international professional certifications, such as the CMP administered by the Convention Industry Council (federation of 32 world-class associations) and the CMM administered by Meeting Professionals International (which brings together 18,000 professionals in different continents). Several Italian professionals have achieved international certifications and collaborate in the periodic updates of manuals and exam quizzes. But international certifications are conducted in English/American and are practically difficult to achieve for those who do not know that language perfectly.
The results of the epistemological research for the accreditation of the discipline – carried out by me with the collaboration of Simonetta Canti – were published in 1995 in Italian. In 1999, MPI promoted the composition of the Professional Meeting Management – A European Handbook financed by the Leonardo Da Vinci Program, and which I had the honour of contributing to. In 2004, six European professionals – including Alan Pini and myself – updated the Professional Standards for Meeting Manager and Meeting Co-ordinator on behalf of MPI. The occupational professional standards were approved by Federcongressi and published in Italian in 2006 under the support of MPI Italia. On the cover of the text “The Meeting Planner: A Professional Between Sociology and Marketing” there is the image of a theatre director thanking the public at the end of a performance. But he is not alone, he is surrounded by the actors who brought the show to life. The conference professional needs the collaboration of a series of specialists and technicians to bring together the realisation of the events. But it is unthinkable that everyone knows everything. However, it is necessary that all those who contribute to the realisation of conferences know
their specificities and can dialogue on the basis of shared standards. The three-level Professional Certification project stems from the awareness of the above and has four fundamental characteristics: 1) It concerns seven professional figures (conference organisers, congress promoters, conference space managers, congressional assistants, guides of conference participants, travel/ accommodation specialists and teambuilders; 2) The study manual – which includes international standards and also welcomes the contribution of professionals who have collaborated in the drafting of international manuals – is in native language; 3) The three-level certification tests are carried out with multiple-choice quizzes, also in native language; 4) The proceeds of the registration fees are divided between the academic committee and MPI Chapter. Certificates and certification logos have been designed to be similar in all the countries that will carry out the project (with texts and quizzes in their own language), with the only variant of the suffix that identifies the nation of the certified professional. The manual is periodically updated by the members of an Academic Committee composed of two professionals for each country and by a group of certified Italian colleagues. We are proud of it.
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THE TESTIMONIAL
andrea bocelli
LUCAROSSETTI
His voice delights even the most insensitive ears and his personality captivates with a touch of Tuscan humor. But Andrea Bocelli is not only a great artist, he is also a man of heart: the Foundation that bears his name is the greatest testimony
The Italian Voice SIMONA P.K. DAVIDDI
T
o call him “the most loved tenor in the world” might seem an overstatement, but it is absolutely true: Andrea Bocelli is not only liked by classical music and opera fans, but also by younger generations and lovers of easier listening, managing to create his own style by mixing classical music with the tastes of a broader public. His voice has embraced countless musical genres, from opera masterpieces to duets with pop and rock artists, in the name of a single great love, that of music. Bocelli himself explains the magic of an artistic production – and discography – so varied from a stylistic point of view: «Pop means “popular” and there is a lot of classical music that is more pop than a lot of pop music that fails to be pop. I prefer to distinguish between cultured music and spontaneous music. Cultured music has a history, and rules codified over the centuries. Spontaneous music is fresh, instinctive, it flows from the soul like a cry, and in this way masterpieces can also be born. The important thing is not to have prejudices. And then to say that the opera is elitist means to betray it: opera was born for the people».
THE MAN BEHIND THE LEGEND Born to a family of humble origins – his parents were farmers – in Lajatico, an ancient village in the Tuscan hinterland in the province of Pisa, on September 22, 1958. Andrea Bocelli was raised on a farm and country life still remains one of his greatest passions, together with Tuscany and riding horses. So much so that the tenor, as soon as he can, still takes refuge in the family estate, the Poggioncino: «My parents traded agricultural machinery, from nuts and bolts to tractors and they cultivated the land. To this day my brother Alberto, an architect, and I make wine: Sangiovese and Cabernet. As a child I lived with farmers. I remember we harvested the traditional way: cut the hay, made sheaves and stacks. Then in the evening I climbed the steps to the fireplace in our house and sang. I traveled the world. I had experiences of all kinds, and yet the further I go the more I feel like I need to return to where life seems simpler and more beautiful. Right here, under the Tuscan sky where I was born and raised in the midst of nature, surrounded by the sounds and smells of the countryside. If you want to have large,
MARK SELIGER, DECCA RECORDS
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andrea bocelli
strong wings, you need to be deeply rooted to your land. Lajatico is my retreat. It is the place where my ancestors chose to live, work and raise their children. So why should I live in Paris, London or New York? The center of the world for me is here, in the countryside where I grew up». And it is a reciprocal exchange with Lajatico: the charming town is in fact a lively tribute to its most illustrious citizen: beyond the family farmhouse, there is a Bocelli museum, a Bocelli restaurant, the Theatre of Silence founded by Bocelli and also the statue of Bocelli shaped by Gina Lollobrigida and immediately donated to the village (which by the way, thanks to him, turns out to be the richest municipality in Italy). And if countryside for Bocelli means returning to the roots and freedom, one cannot fail to mention the precious equestrian specimens that make up the stables of the Bocelli estate: «As soon as I can, I love to ride along the beaches and countryside of my region; the horse is an instrument of freedom, it is the ideal companion for direct and genuine contact with nature. I have always had an intense relationship of great respect with this animal, I appreciate its intelligence, athleticism and strong-will, but also the ability to express affection, the complicity that is established with the rider» says the great artist. THE CAREER Not many know that the singer and musician was not born blind. Andrea Bocelli, visually impaired from birth due to glaucoma, could not see from his left eye but distinguished shadows and some light from the right eye. He lost his sight permanently after a blow to the face during a football match when he was twelve years old. The emotional impact was very hard. The boy, who had started playing the piano and flute when he was six years old, was convinced that he could no longer devote himself to music. After overcoming the trauma, he entrusted himself to the perfect ear: in addition to being an excellent singer, Bocelli is a lauded pianist and an excellent saxophonist, although initially Andrea did not think of being a singer. In fact, he graduated in Law and worked for a year as a lawyer in a law firm. «It’s a passion written in my chromosomes, the passion for music: mamma Edi tells how, when I was still in the cradle, as soon as I heard an opera song, I stopped crying. As a child I was always singing. At seven I was already able to recognise the famous voices of the time, listening to their voices on the turntable, I learned the great arias and then tried to imitate their interpretations. Friends and relatives asked me to perform for them. And it was perhaps their insistence that led me to think: “Maybe in the end singing will be my job!”». And that’s how his career started, in 1992, collecting an almost infinite series of prizes and awards and recording 16 albums:
«Being part of the soundtrack of the life of many people, in every corner of the planet is the greatest satisfaction» says Bocelli, who in his “collection” can boast four presidents of the United States, three Popes and the English royal family, even if the most exciting meeting «was the one with the immense Muhammad Ali. The day I met him, he said “sing for me” and it surprised everyone because, debilitated by his disease, hadn’t been able to speak for a while». THE FOUNDATION Not only music from Andrea Bocelli, but also lots of solidarity, which in 2011 together with his wife Veronica Berti, resulted in the creation of the Andrea Bocelli Foundation (ABF), starting several projects in Haiti: «While together with my wife Veronica we were planning to create ABF – the tenor remembers – a terrible earthquake brought Haiti to its knees. It therefore seemed logical to concentrate a large part of our energy on that land. Also, on the occasion of the first meeting I had with Pope Francis, the Holy Father shared his particular concern about the condition of the Caribbean country and we gratefully received his precious advice. In Haiti, in recent years, we have built and supported hospitals, orphanages, schools. Every day we provide education, food, health support to over 2,500 children». Not only, Bocelli managed to create a choir of Haitian children and have it perform before Pope Francis: «At the end of the general audience, during which together with the “Voices of Haiti” choir we had the privilege of singing for Pope Francis and for his twelve thousand guests, his first words were addressed to our children: “You are beautiful... and sing very well!”, he said, with his usual sweetness and simplicity. I replied: “You have seen, Holy Father, that dreams come true! A few years ago we talked about the possibility of doing something for Haiti, and today the children are here”. And he, smiling: “It’s really true!”».
THE TESTIMONIAL
Below, the tenor and his wife Veronica Berti in 2011 created the Andrea Bocelli Foundation. On the opposite page, Andrea Bocelli posing with his son Matteo
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THE LOCATION
The location: Mercure Villa Romanazzi Carducci Bari
The one and only LUCIANA FRANCESCA REBONATO
T
he Italy of excellence and tradition that goes hand in hand with innovation. The Italy of technological firsts – the first Italian “gate” to space will open in Puglia – which are side-by-side with millennial art and culture icons. And of course the Italy of events, a rich tapestry in which the Mercure Hotel Villa Romanazzi Carducci stands out: a noble residence from the late 19th century with an extraordinary propensity for renovation, set in 40,000 square
metres of garden with a swimming pool. A location where history and modernity are combined just a short distance from the centre of Bari and ten minutes by car from Bari’s international airport. An ideal context in which to set incentives, meetings, congresses, events and conferences with 1,500 square metres of indoor space distributed in 20 meeting rooms, of which eight are modular. Some of the rooms are housed in Villa Rachele, a noble late 19th
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Mercure Hotel Villa Romanazzi Carducci: a refined location just a short walk from the centre of Bari, in which the echoes of history are intertwined with avant-garde event spaces and the food is a gourmet experience. Set in a 40,000 square metre private garden with swimming pool
century residence, while the remaining spaces are located in the Giulia Centre, all with consultancy service staff, which is a big plus in the management of events. Also of historic interest are Europa room and Scuderia room, any event set in these salons from an illustrious past age is guaranteed to have an advantage over other locations. Indeed, the Mercure Hotel Villa Romanazzi Carducci combines historical charm with all the technological avant-garde of the third millennium as well as being part of an international network: everything that is needed to guarantee a successful event. CENTURIES-OLD PRESTIGE AND CONTINUOUS ENHANCEMENT The passing years are precious at the Mercure Hotel Villa Romanazzi Carducci, because the historic surroundings and modern innovations are woven together in a continuous restyling. From 2012 to 2017, for example, up-to-the-minute event spaces were created with avant-garde total LED lighting systems to save energy and increase eco-sustainability. This historic and yet modern hotel has a
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more. MICE delegates will be welcomed by Villa Rachele – renovated in 2015 and characterised by the external volumes that give movement to the facades which have large windows that emphasise the close relationship between the interior spaces and the surrounding environment. Despite the renovation of the complex, old buildings have been preserved such as, for example, the tower, the dovecote and the
Bari
Multiple settings are available for the meeting industry, which will find refined solutions for national and international events at the Mercure Hotel Villa Romanazzi Carducci
huge amount of space for events: 10 of the meeting rooms are located in the beautiful Villa Rachele, while the remaining rooms are located in the Giulia Conference Centre inside the hotel, a modern congress centre with 8 modular rooms – with a maximum capacity of up to 250 people – that meet any client’s needs. But let’s go through the history of this location from the beginning, to appreciate its appeal even
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THE LOCATION
decorative sloped roof guardhouse which is the current administrative office. This historical prologue brings us to the present day where, in Villa Rachele, the 10 meeting rooms all have natural light and a maximum capacity of up to 100 people. The food services are provided in the suggestive Taverna, the ancient cellar of the Marquis Romanazzi Carducci. NOBLE CHOREOGRAPHIES, CONTEMPORARY EMOTIONS Multiple settings are available for the meeting industry, which will find refined solutions for national and international events at the Mercure Hotel Villa Romanazzi Carducci. All multi-purpose spaces are suitable for the preparation of exhibitions, road shows and even press conferences, board of directors meetings, private meetings, interviewing, training courses, product presentations, cultural events and concerts. The main rooms of the Mercure Hotel Villa Romanazzi Carducci, the Europa room and the Scuderia room provide the silence necessary for professional concentration. Both prestigious, they are ideal solutions in every season thanks to the indoor and outdoor spaces. The largest in terms of capacity is the Europa room, the historic granary of the noble Romanazzi Carducci family, which accommodates up to 450 people in theatre style and has natural light. It is a rectangular space with a high-ceilinged interior characterised by spectacular trussed wooden beams, an ancient local stone floor and a stone stage, ideal to attract the attention of the public. The adjacent outdoor space, called “Rotonda”, is an area of 2,000 square metres, and is used for receptions, breaks and eating. The beauty and elegance of the Europa room is echoed in the Scuderia room which also has natural light. This was originally the stables for the care of
Mercure Hotel Villa Romanazzi Carducci
A 19th-century noble residence, set in 40,000 square metres of garden and just a short distance from the centre of Bari the purebred horses of the Romanazzi Carducci family, today it hosts high-level theatre-style events for up to 200 people. The Scuderia room has recently undergone an architectural, technological and scenic restyling, it has a high sloped ceiling inside supported by thin, linear, wooden beams, a resin floor with an original antique “rug” in local stone (chianca) as a centrepiece. It also has a fireplace and precious period furnishings. Outdoors, there is the “Piazzetta” a magnificent courtyard of about 450 square metres with flooring entirely in “chianca”, complete with a trough for horses and original dovecotes. BRUSHSTROKES OF GREEN AND TRANSPARENT BLUE There are also intriguing settings for events in the surrounding gardens of the location, a pleasant oasis of quiet with uncommon beauty, significant testimony to the art of nineteenth-century gardens in Bari. The garden is characterised by the variety of tree species that are arranged along the natural slope of the land. Strategically placed furniture creates spectacular effects, typical
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The restaurant has also a private space, which can be reserved for business lunches and dinners, while from June to September it is possible to dine on the charming outdoor terrace
of the romantic gardens of Anglo-Saxon origin. There are lots of tall and mediumsized trees such as oaks, pines, laurels, judas trees and olive trees growing alongside the most sought-after robinia, commonly known as black locust. Furthermore, the viburnum and snowberry bushes contribute to create a spontaneous effect typical of a natural woods, all emphasised by pathways and by an apparently random arrangement of vegetative and decorative elements. The designer swimming pool immersed in greenery is perfect in the summer season not only for cocktails and welcome drinks but also and above all for poolside gala dinners that start with an aperitif at sunset, when the sun is reflected in the transparent water of the pool. A perfect green setting and not surprisingly the word “green” is key to the location, whose gardens are eco-sustainable in that they are fully pedestrian and are closed to vehicular traffic. Furthermore, two new green areas
USEFUL INFORMATION
✓ A few kilometres away from BariKarol Wojtyla International Airport; ✓ A short walk from the centre of Bari, the capital of Puglia; ✓ 1,500 square metres of indoor spaces; ✓ Number of rooms: 20; ✓ Modular rooms: 8; ✓ Total capacity: 1,200 seats; ✓ Capacity at the theatre plenary hall: 450 seats;
✓ Carducci restaurant: 50 seats; ✓ Privé: 30 seats; ✓ Total number of rooms, suites and annexes: 127; ✓ 40,000 square metre garden for outdoor events; ✓ Designer pool; ✓ Wellness centre; ✓ Fitness centre; ✓ Available parking spaces: 290, security service on request.
have been recently created in which vehicle transit is limited to the staff’s electric vehicles while an electric car charging station has been placed in the large car park. EXPERIENCES TO SAVOUR AND TALK ABOUT The Carducci Restaurant is the perfect combination of the beauty, flavours and aromas of Puglia: modern, elegant, bright and with windows overlooking the gardens, it is also open to external customers and is a gourmet reference point for the city. In the morning, instead, it becomes the setting for a rich international buffet that makes breakfast a delicious start to the day. The Carducci Restaurant is designed to satisfy the most demanding palates in beautiful surroundings. The team of talented chefs is led by world renowned Felice La Forgia, once a member of the Italian National Culinary Team. Under his direction, traditional Puglian specialties come to life and new dishes are created in a combination of creative, emotional, refined and quality cuisine. Marco De Troia and the dining room staff also accompany the meeting industry on a culinary journey of authentic taste and personalised service, suggesting the ideal pairings with the best local, national and international wines. The show-cooking is very scenic as well as tasty, and allows MICE participants to enjoy spectacular displays along with sublime taste, which culminate with homemade pastries made by the chef Valerio Chiapperini. The menus are seasonal and are renewed every two months, which is guaranteed to please regular guests. Inside the restaurant there is also a private space, which can be reserved for business
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Mercure Hotel Villa Romanazzi Carducci Bari
lunches and dinners, while from June to September it is possible to dine on the charming outdoor terrace. Recently, a small urban vegetable garden has also been inaugurated – close to the main kitchen and adjacent to the Scuderia room – in which spices and vegetables are cultivated and used in the preparation of the gastronomic proposals for the events, as well as for the service à la carte menu of the Carducci Restaurant. CHARM AND COMFORT, SPORT AND WELLNESS Refinement, style and comfort distinguish the structure also regarding accommodation, divided into 117 rooms, four junior suites, two suites – the latter with Jacuzzi and private balcony – and three outbuildings scattered in the quiet of the gardens. All rooms, a perfect balance between absolute comfort and Mediterranean sobriety, are equipped with individual air conditioning, minibar, free high speed wi-fi and laptop safe. There are many factors that make the Mercure Hotel Villa Romanazzi Carducci special and attention to every detail is a daily pleasure. The meeting industry can feel “at home”, in this location that preserves with great respect the charm and the fascinating history of the noble feudal family of Putignano, who owned the complex for about a century. Historical pleasures with modern comfort, of course, which also means being able to relax after the work sessions. This is provided by the hotel’s wellness centre, perhaps with a Turkish bath – perfect for eliminating tension – or with a refreshing break in the mini pool. For the more sporty, there are training sessions
in the well-equipped fitness centre of the Mercure Hotel Villa Romanazzi Carducci. Moreover, in the warm season, which in this Italian city means many months a year, you can also ride bicycle paths in the surrounding area, using the hotel’s bicycles which are available to customers. And for post-congress and incentive trips to discover the territory, the hotel staff is ready with a range of proposals. POST-CONGRESS PENTAGRAM After the events, it is time to get to know Puglia and post-congress and incentive tours are arranged by the management of the structure. Starting with the appeal of Bari, the vibrant Murattiano district, the refined Umbertino district and the historic old town, all three on the Adriatic Sea. The most famous landmark is the Norman-Swabian castle, while in the Bari Murattiana the visitor can admire buildings such as the Petruzzelli theatre, the Piccinni theatre and the Fizzarotti building, while a visit tour of Bari underground intrigues the meeting industry with hidden treasures, rock churches and underground tombs. A little further afield, instead, natural and archaeological wonders await the MICE sector who hold events at the Mercure Hotel Villa Romanazzi Carducci. Polignano a Mare, which is a medieval town on the tuff cliff overlooking the sea, the annual site of the international high diving championship. Must-sees are UNESCO heritage town Alberobello with its trulli, and Monopoli for sea & nightlife, or Trani with its cathedral built on a promontory overlooking the waves, or Matera, 2019 European capital of culture. To name but a few of the countless places to visit. There are no limits to imagination and excellence for events held in the Mercure Hotel Villa Romanazzi Carducci.
Mercure Hotel Villa Romanazzi Carducci
Via Giuseppe Capruzzi, 326 70124 Bari MICE office Ph. + 39 080 9184712 mice@villaromanazzi.com www.villaromanazzi.com
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ITALIAN MICE
Italy on the podium of the meeting industry A successful 2019 internationally, and a new year featuring numerous developments, regarding both CBs’ activities and new openings, anticipating the blockbuster events scheduled to be held over the next few years ANTONELLA ANDRETTA
2
019 was a positive year for the Italian meeting industry and 2020 promises to be even more exciting: encouraging results internationally (including the important Best Marketing Award nomination by ICCA for the Italy at Hand campaign, conceived by Convention
Bureau Italia), and important national initiatives including the establishment of new convention bureaus and new regional networks. The year was also marked by numerous openings, or re-openings of hotels ( particularly in luxury or ultra-luxury categories) with significant investments by international chains, the inauguration of new congress centres, and renewed attention to the MICE industry by tourist institutions (above all Enit, the Italian Government Tourist Board), and public bodies. This was, in fact, an extremely positive
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period. Now let’s take a more detailed look at these initiatives. FROM PUGLIA TO SPACE Our overview starts with an important announcement that has made headlines throughout the world. Virgin Galactic, the company owned by visionary billionaire, Richard Branson (the founder of the Virgin Group), and the number one multinational engaged in space tourism, plans to launch a space port in Italy by 2021. The location chosen for the launch is Grottaglie, a town in Puglia located just a short distance from Taranto. Thanks to its long runway and favourable climatic conditions, the Puglia-based airport, which has been around for years, will be transformed into the first European airport destined for space travel, or “suborbital space flights”. The spacecraft leaving from the airport will fly at an altitude of around 80,000 metres. Although these spacecraft are designed to take off like other commercial vehicles, they will be equipped with an engine similar to a rocket. After reaching a height of 14,000 metres, the rocket launches the shuttle into space, and the journey continues thanks to a special propulsion system. Flights like this, which will enable passengers to reach the United States in an hour and a half, were designed for luxury tourism, and the speedy delivery of cargo. Grottaglie could become Virgin’s second space port in the world (the first is located in New Mexico), followed, at a later date, by another two space ports: in Australia and Africa. MORE EVENTS IN SOUTHERN ITALY Although it’s difficult to establish what kind of impact an airport like this could have on the tourist sector, it is nonetheless interesting that the choice of location went to Italy, and particularly to Puglia. This region in Southern Italy is loved by tourists from all over Europe, and, in addition to being immortalised in numerous famous films over the past few years, has become renowned for spectacular events like the “Notte della Taranta”. Southern Italy, together with two major islands (Sicily and Sardinia) has seen an 8% increase in the number of events hosted. The Italian Observatory of Congresses and Events (OICE), the report promoted by Ferdercongressi&eventi, attests to this success. According to 2019 data on events in 2018, Southern Italy hosts 17.7% of events, Central Italy 24.6% (stable with respect to the previous data collection), while Northern Italy ranks first with 57.7% and this figure is increasing (+7.8%). How many events did Italy actually host in 2018? During this period, those attended by at least ten delegates amounted to a total of 421,503
(i.e. more than 1,000 events a day), with a 5.8% increase compared to 2017. However, according to this survey, the number of delegates decreased (-2.4%). Events organised by private companies (65.5%) ranked top of the list, followed by associations and institutions. Events attended by international delegates accounted for 8.1% of the total (showing a slight increase compared to previous data), while the number of people who participated accounted for 10.4% out of the total number of delegates, an
Virgin Galactic, the company owned by visionary billionaire, Richard Branson (the founder of the Virgin Group), and the number one multinational engaged in space tourism, plans to launch a space port in Italy by 2021. The location chosen for the launch is Grottaglie, a town in Puglia located just a short distance from Taranto
NUMBER OF EVENTS HELD IN ITALY IN 2018 NORTH
57,7% 243.243
CENTRE
24,6% 103.739
SOUTH
11,2%
ISLANDS
6,5%
47.037
27.484
TOTAL: 421.503 Source: Italian Observatory of Congresses and Events - OICE
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CB ITALIA AND REGIONAL CONVENTION BUREAUS: FULL SPEED AHEAD 2019 was also an important year for convention bureaus, both regional and national. We talked to Tobia Salvadori, Convention Bureau Italia’s managing director. «A decidedly positive 2019: Convention Bureau Italia continues to grow with more members, more activities and an 11% increase in membership. We now represent a network of 3,500 companies, an amazing result for an association that was only founded in 2014. Those wishing to organise an event in Italy through CB know that they can count on an organisation that represents the whole Italian industry. Regarding the near future, 2020 will see a shared planning with Enit, the National Tourism Agency. We are progressively pooling our resources to promote Italy as a destination, especially in the United Kingdom, the USA, France and Germany, where we will organise workshops and road shows with a view to consolidating the leading position that Italy has in these markets. Results for Italy at Hand, an event that celebrated the entire Italian meeting industry, were also positive. The event, held in Rome in November, was attended by buyers from all over the world, and suppliers who focused on the “savoir faire” of the entire meeting industry (editor’s note: for more details consult the related article further on in this magazine). We are also working on two new projects. The first is specifically designed for associations. We’ve called it Italian Knowledge Leaders, drawing inspiration from the work of the lead generation, aimed at identifying professions that, by virtue of their role in the associations to which they belong, play a key role in the choice of congress destinations. We will involve key members from the world of science and medicine in order to make them understand the “value” that they represent for the meeting industry and also to inform them that CBItalia and the PCOs (Professional Congress Organisers) are ready to support them in the candidacy procedure of the association that they represent. This is an ambitious project that requires the co-operation of all the players involved. The second is dedicated to the destination wedding industry, a segment that generates a turnover
accounting for half a billion Euros. High-end weddings are not only a significant source of income, but events that enrich the image of the organiser; they provide high visibility, and, in terms of certain aspects of excellence, are similar to MICE events with different characteristics. This explains why we have decided to launch a new dedicated division, by participating at all the most important fairs in the sector, and also involving the destinations. The first to recognise us were the CBs of Friuli Venezia Giulia and Genoa. Apropos regional convention bureaus, the bad news is the closure of the CB in Sicily. The entire meeting industry is wondering why this happened, and the resulting damage of our image goes beyond only being able to count on an organised CB. However, for one that closes, numerous others open or restructure: the most recent include the CBs of Siena and Rome & Lazio. The Veneto region has created a special promotional project of their product, Friuli is investing heavily with the new openings of congress centres, including the one in Trieste. Numerous other destinations, like South Tyrol, which recently joined CB Italia, are also gaining momentum, and there’s talk of new CBs in Bergamo and Brescia. Alternatively, established regions like Piedmont, Emilia Romagna and Tuscany continue to be strongly committed. This shows that the MICE industry is increasingly perceived as a strategic asset in which to invest, draw inspiration and adopt a systematic approach. It also means that buyers who approach a CB are assured of dealing with qualified experts».
important figure that demonstrates the interest in Italy. Based on these data, it appears that congress hotels are the preferred type of location (68.2% of all the locations, hosting 80.6% of events in total), despite often lacking the requisite space (only 34% have rooms capable of seating between 100 and 249 delegates). Congress centres, but only a few percentage-wise (1.6% of the locations analysed in the survey), host the highest number of events per site and, overall, 3.2% of events, with a total attendance of 13.1%. Only 0.4% of events are hosted at fairgrounds, while 2.4% are held at historic venues. Other locations, including sports centres, theatres, arenas and institutional headquarters, hosted 13.4% of events, while those organised at unconventional spaces, like shopping malls, spas or entertainment parks, only accounted for 4.5% of the total (for further information visit the Federcongressi&eventi website, which publishes the survey): www. federcongressi.it/index.cfm/it/MS/oice/). HOTELS, A FAVOURITE CONGRESS LOCATION: NEW OPENINGS AND NEW CONCEPTS As previously mentioned, hotels are the locations preferred by event organisers. Let’s examine some (given the considerable number of openings listed in the latest report by Horwath Htl, a consulting company specialising in the hotel section), of the numerous developments. According to the report, Italy will boast 15,700 new rooms at 120 new hotels by 2022, chiefly in Rome, Milan and Venice. We begin with Northern Italy, and more specifically, Turin, a city at the top of its game vis-à-vis the MICE industry (in 2017, the city hosted 12,133 events, with an increase of 7.3% compared to the previous year). The J|hotel, the first hotel in Italy associated with a football club, in this case Juventus, recently opened here. This is an ultra-modern property, located in the heart of the J|village (the sports complex situated next to the Allianz Stadium that boasts an abundance of event spaces). The J|hotel has 134 rooms and six meeting rooms. While on the subject of football, Milan is the hottest destination of the moment. The most recent addition at Casa Milan, the museum of the same name team, is the new “Bistrot dello Sport” which, in addition to celebrating the club, offers ample space for other teams, and sports in general. It is an attractive and original venue for corporate events. Among the new hotel openings, one of the most eagerly awaited in 2019 was the Sheraton Milan San Siro. Located three minutes from the San Siro stadium,
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EVENTS BY TYPE OF LOCATION
Hotels Fairgrounds and congress centres
Sports centres Institutional halls
Historic venues
Unconventional venues
Other locations
Theatres, cinemas, auditoriums
Source: Italian Observatory of Congresses and Events - OICE
it has 310 rooms, including 24 suites and a presidential suite, plus several restaurants, including the Argentinean eatery “El Patio del Gaucho” owned by Inter’s former captain Xavier Zanetti. The hotel was conceived as an urban resort surrounded by large green spaces, and features a swimming pool, a terraced garden, a congress centre boasting 21 rooms spread over a surface of 2,500
square metres, with natural light and outdoor spaces. The hotel is situated in a strategic position within walking distance of some of the large congress centres and fairgrounds located in the surrounding area, including the MiCo Milano Conference Centre (the largest congress centre in Europe), and Fiera Milano City, headquartered in the vicinity of CityLife, Milan’s new residential
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FEDERCONGRESSI&EVENTI: A SUCCESSFUL YEAR We asked Alessandra Albarelli, president of Federcongressi&eventi (the main association of the Italian MICE sector), to take stock of the past year, and to make some predictions about the year ahead. Here’s what she said: «2019 was an extremely positive year for the Italian meeting industry: numerous international events, new regional affiliations and new convention bureaus. There was also an important breakthrough in the quality of communications, the reputation of the Convention Bureau Italia as a brand and the Italian MICE industry in general. This consolidation resulted in our nomination as one of the three finalists at the ICCA Best Marketing Award 2019, one of the most prestigious awards for the international MICE industry. This is the first time that Italy has achieved this degree of visibility in the sector, indicating that the projects of the regional convention bureaus, plus those of Convention Bureau Italia, in partnership with Enit really work. At present, we are analysing the data related to congresses and events organised in Italy in 2018 and we sincerely hope that this inversion of trends, compared to the slight decrease of participants registered in 2017, will be confirmed. Given the fact that we hosted several mega events, we’ve seen a significant increase in investments, especially in terms of quality. New structures that open, and new structures expressing a desire to invest in technology are motivated to innovate, in order to offer clients a series of services capable of meeting the requirements of new formats and more dynamic events. As Italians, we
need to focus on being qualitatively impeccable. Is there anyone who’s not interested in organising an event in Italy? The thing that risks slowing us down is infrastructure. Therefore, we have to focus heavily on quality because the events industry expects excellence. All eyes are on the destination, and there’s interest, as shown by the investments made by international entrepreneurs. In addition to new openings, we’ve also seen a growth in the professional management of structures. Even public institutions, like museums, are focusing on making their spaces available to the MICE segment. Mega events, like Expo, but also occasions like Matera European Capital of Culture 2019, are an amazing incentive. Furthermore, highlights in 2021 will include the Alpine World Ski Championships in Cortina and the Milan-Cortina Olympics in 2026. You can already see the effects and we’re looking forward to six actionpacked years».
district, whose three skyscrapers have become part of the city’s iconic symbols. A new hotel of the NH Hotel Group is set to open in this district in 2021. The property, a part of the NH Collection brand, will feature 185 rooms, a congress centre and a rooftop swimming pool, from which guests can admire a view of the city’s skyline. Another significant investment was made by the Radisson Hotel Group which acquired an office building in via Santa Sofia with the aim of transforming it into a 160-room destination hotel with a roof-bar and high-tech spaces for meetings. The opening of this property is scheduled for 2022, the same year in which the Santa Sofia metro stop of the new M4 line will open. The M4 line has been designed to connect the city directly to Linate airport, which re-opened in October following an extensive three-month renovation. Radisson also signed a recent agreement with Touring Club Italiano for the refurbishment of the building that hosts the historic tourist association. Centrally located in Corso Italia, Radisson has plans to transform this building into a top-level hotel. Lastly, it is worth mentioning that the Vik chain, which took over the former Townhouse Galleria located inside Milan’s prestigious Galleria Vittorio Emanuele II luxury shopping arcade, has converted it into a sophisticated, five-star venue. NOT ONLY MILAN There’s also interesting news from Lake Como, a place loved by George Clooney, which has contributed to its international visibility. In Blevio, there has been a change of management at the historic Casta Diva hotel which, in addition to being completely renovated, has now become a part of the luxury Mandarin Oriental chain. This is the second opening of the Mandarin Oriental in Italy after the success of its five-star property in Milan, showing once again that the “Belpaese” is an ideal luxury destination. The Lido in Venice is next on our list,
Right, the brand new Sheraton Milan San Siro. Located three minutes from the San Siro stadium, it has 310 bedrooms, a congress centre boasting 21 rooms spread over a surface of 2,500 square metres, a swimming pool, a terraced garden, and several restaurants
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Right, the Villa Pamphili hotel in Rome. Below, the Vik chain took over the former Townhouse Galleria located inside Milan’s prestigious Galleria Vittorio Emanuele II luxury shopping arcade and converted it into a sophisticated, five-star venue
where the Grand Albergo Ausonia & Hungaria, an early 19th century gem renowned for its famous majolica facades, has re-opened; Ca’ Marcello, a real hub of hospitality, has opened in Mestre (a city located on dry land offering easy access to Venice). Built on a former industrial site, the property features 739 rooms which comprise a superior fourstar owned by the Fattal group, a threestar, an aparthotel and a hostel. ROME CAPUT MUNDI There’s also news from Rome where Mövenpick, the Swiss hotel brand, is set to take up residence in 2020. The Villa Pamphili hotel will be the first property to come under the aegis of this prestigious brand, a part of the Accor
group. The hotel will feature 235 rooms, including several suites, redesigned in a contemporary style by Londonbased architectural firm Dexter Moren Associates. On-site amenities include a new congress centre with 15 rooms, a ballroom designed to accommodate up to 500 people, two restaurants offering à la carte gourmet cuisine and a catering service, a large swimming pool with a 500sq.m solarium set in green surroundings, an 800sq.m Spa and a spectacular rooftop lounge featuring a panoramic view over the Eternal City. The NH Collection Roma Fori Imperiali, a fivestar boutique hotel located in the heart of the capital, featuring 42 rooms and a superlative terrace, also opened at the end of October 2019. PALERMO: WHAT A SURPRISE! Another piece of good news comes from Palermo, the magnificent capital of Sicily, which is renowned for its traces of Norman, Arab and Byzantine influences, and is one of the destinations that we’re likely to hear more about over the next few years. The magnificent Villa Igiea hotel, a well-known icon of the city, overlooking the sea, and a half-an-hour drive from the airport, is scheduled to re-open here. Prior to re-opening, this Liberty-style building, which opened in 1900, will undergo a careful restoration retaining the historic legacy of the building, in addition to complying with the most modern standards of ultraluxurious hospitality offered by the Rocco Forte brand, which has taken over management of the property. The 500th hotel, owned by the B&B Hotels Group, also recently opened in Palermo. The hotel, formerly the headquarters
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MUSEUMS AND PRIVATE COLLECTIONS: INCREASINGLY APPEALING Visitor influx has increased by 25% over the past four years, and earnings by 40%. According to a study by Boston Consulting, out of 124 million tourists, one fifth has chosen Italy to visit a museum or an archaeological site. According to data provided by Touring Club, 4,976 places of culture are open to the public in Italy. In addition to institutional places of cultures, over the past few years, there has been a new focus on private collections and the corporate museums of big-name brands, places that lend themselves to hosting private events. These include the Gelato Museum Carpigiani in Anzola in Emilia Romagna, the Cimbali Group’s MuMac Museum (right) which hosts a collection of espresso coffee machines, or Nuvola Lavazza in Turin, also dedicated to coffee. Other venues that are renowned in the world of events include the Ferrari house-museum, boasting two museum sites, one in Modena and the other in Maranello, and the Ferruccio Lamborghini Museum in Funo di Argelato, in Bologna. Also, particularly noteworthy and both in Turin are the Museo dell’Automobile (Car Museum), the largest and most important of its kind in Italy, and the
Pininfarina Museum, featuring the historic collection of cars created by the well-known designer and his team. Another recently renovated, go-to address is the Museo Storico Alfa Romeo (Historic Alfa Romeo Museum) in Arese, Milan. of another historic hotel, is situated in the central, picturesque Quattro Canti district, and features 113 rooms, plus several congress rooms. Lastly, NH has also arrived in the Sicilian city, with a four-star property located in a central
position, overlooking the Gulf of Palermo. In addition to other amenities, the hotel has 13 meeting rooms designed to accommodate up to 450 delegates. A THOUSAND AND ONE LOCATIONS: THE BEAUTY OF DIVERSITY Italy is a country of a thousand cities. Whether large or small, they are all endowed with historic buildings, museums, castles, squares, arcades, theatres and archaeological excavations. Italy is arguably Europe’s most enticing country, charming visitors with its sandy coasts, snow-capped mountains, Alpine lakes and the hills of Central Italy, surrounded by vineyards and farm houses. The locations where you can organise events in Italy seem infinite; its climate is almost always mild, especially in the South and on the islands, and its event organisers are becoming increasingly adept at suggesting unusual places and original activities. In addition to the numerous offerings linked to the country’s past, there have also been several restorations of former industrial spaces, one of the most interesting of which are the new headquarters of historic coffee brand Lavazza. The Turinbased company has invested 120 million of Euros in its new home, a complex featuring offices, a gourmet restaurant, an interactive museum, an innovative bistrot, the headquarters of the Institute of Applied Art and Design (IAAD) and,
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above all, a large events venue, the Centrale, a space spread over more than 4,500 square metres, designed to host up to one thousand people. Another large space that was redeveloped in Turin is the OGR Officine Grandi Riparazioni, a majestic late 19th century industrial complex, covering an area of approximately 35,000 square metres divided into various spaces used for exhibitions, events, offices and numerous other purposes. The star of Fondazione Prada in Milan continues to shine. Just over a year ago, the foundation, which is more than just a contemporary art museum, was enhanced by the Torre Restaurant which, together with the lounge bar (both designed by Rem Koolhaas) occupies the last two floors of one of the foundation’s buildings with spectacular terraces and floor-to-ceiling windows overlooking the city’s skyline. Another brand-new addition is the 138-square metre events space created in the Centrale dell’Acqua, which re-opened after two years of restorations as an experiential, multifunctional space and museum dedicated to public water. In the capital, the Rome Convention
Center, designed by Fuksas, featuring the famous La Nuvola (“The Cloud”) set in a transparent glass-and-steel box, continues to attract attention despite opening three years ago. Reports about the opening of other congress centres, including the new Padua Congress Centre, scheduled to be ready in 2020, are also making the rounds. Designed by Japanese architect Kengo Kuma, this venue will be one of the largest meeting spaces in the Veneto region, created to accommodate 3,500 delegates, with a 1,600-capacity plenary room. An additional plus is that it can also be transformed into three rooms on three floors, each suited to hosting separate events. A second room will have a 1,200-seating capacity: this room can also be divided into three different spaces, a larger space, designed to seat up to 600 people, and two smaller space each boasting a 256-seating capacity. The ground floor hosts a bistrot and another five rooms designed to accommodate up to 150 delegates. These are also modular and can be divided into 10 rooms with a 75-person capacity. In the North-East, the Trieste Convention Center will open in 2020 with ESOF 2020, the Euroscience Open Forum, in the presence of 5,000 delegates. This new congress centre will be hosted in Porto Vecchio’s old Warehouses 27 and 28, which have been renovated and enlarged to create a multi-functional complex spread over an area of 9,000 square metres, 3,828 of which will be used as an exhibition space. The auditorium at the congress centre is designed to accommodate up to 1,848 delegates.
On the opposite page Palermo, the magnificent capital of Sicily, is one of the destinations that we’re likely to hear more about over the next few years. On this page, left, Fondazione Prada in Milan; above, the Nuvola Lavazza in Turin
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Seeing Italy in a new light Italy at Hand was born in 2017 as a communication campaign created by CBItalia; from a movie to the interactive Italy at Hand – The Event. First Bologna, then Rome, and this year Matera, with the most important international buyers ANTONELLA ANDRETTA
Convention Bureau Italia
Via Nazionale, 57 50123 – Florence Ph. +39 342 0148387 info@conventionbureauitalia.com www.conventionbureauitalia.com Italy at Hand: hello@italyathand.com www.italyathand.com
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ore than an event, more than a communication campaign, Italy at Hand is an illuminated showcase for the Italian meeting industry. However, not a traditional showcase – interesting but rather dusty like something in a small antique shop – but a real led spotlight shining on a lively, modern sector where innovation is pursued with vigour and where quality rhymes with creativity. Italy at Hand was created in 2017 by Convention Bureau Italia as a project for communication and then developed with the aim of involving the whole Italian meeting industry. It has to its credit several activities which have the merit of bringing an immediately recognisable style to all the 3,500 companies of the Italian MICE industry which make up the CBItalia network. A huge achievement and one which won a nomination at ICCA’s BMA 2019. THE EVENT YOU DIDN’T EXPECT One of the pieces of the mosaic of this project was the creation of “Italy at Hand, The Event”, an itinerant event where once a year international buyers and Italian suppliers can meet, each time in a different Italian city. The first edition was held in Bologna in 2018. In 2019 it was Rome that from 7th
to 9th November hosted the meeting. We asked Tobia Salvadori, director of CBItalia, to give us the details: «The event saw a total of 1,165 meetings which allowed 45 international buyers and 38 Italian suppliers to make contact. Once we had reached the registration target, with a total of 180 participants, the greatest challenge was to present Rome in a different way and to show the city in a new light. To this end we used locations such as Palazzo Colonna, Galleria del Cardinale, Auditorium Parco della Musica and the Nuvola of the Rome Congress Centre. We gave the participants some really special experiences, avoiding clichés and introducing interactive activities inspired by key words that represent the values of Italianness in the world: art, love, rituality and innovation. And then there were a series of exciting and original shows, dinners and cocktails. The event was a real festival of Italian know-how and was a great success. Our special thanks go to Convention Bureau Roma e Lazio and GVST Group, respectively Host Destination and Creative Partner at Italy at Hand 2019». The next stop will be Matera the city which after being European Culture Capital in 2019 will again be in the spotlight in 2020, this time in the new James Bond film “No Time to Die”. Matera with its accommodation facilities able to host medium/large events is a new MICE destination. «We really believe in it and we hope that this choice of city will reap the same success as Bologna and Rome» concluded Salvadori.
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Italy by numbers The important and growing numbers of Italian tourism: we discuss them with Maria Elena Rossi, marketing director of Enit, the Italian National Tourism Agency SIMONA P.K. DAVIDDI
Maria Elena Rossi, marketing director of Enit. Above, Perugia
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nit, the Italian National Tourism Agency, blew out the candles of its first 100 years, with a series of achievements and celebrations. But it’s also looking towards the future and its next steps to promote product-Italy, a product that in a century has experienced a significant evolution, from the country of the Grand Tour of Stendhal to the Journey to Italy of Rossellini, from an Italy of the sea&fun to cultural destinations and the diversified offer of the “Belpaese”, the beautiful country. «Italy is no longer just the stereotype of “Roman Holiday” or Sophia Loren’s films with our beautiful coasts or great cultural capitals at the center of travellers’ desires – says Maria Elena Rossi, Enit’s marketing director –. Today the desires of international visitors are increasingly based on the search for authentic experiences both from visiting the famous locations and in the discovery of new destinations of culture and tradition. Our message is that Italy offers different
market segments new ways of visiting, new paths to explore, thanks to the beauty that surrounds us and experiences that can be enjoyed all year round. Then there is the Italian lifestyle, characterised by the joy of living and appreciating the authenticity, flavours and aromas of nature. Preserving authenticity and nature is a solid path towards sustainable development. Innovation connects the past with the future and implies a new market positioning for destinations and professionals. Italy is ready to accept that challenge». New methods and new paths, but also a new approach to tourism from the sector, which appears to have evolved from a level that was still in some ways “family-run” to a more professional approach: do you agree? «Professionalism, capacity for innovation and quality are not values proportionate to size. Moreover, Italy has been able to react better than other tourist destinations, during the past international economic crisis, thanks to a flexible touristic offer system, based on small and micro businesses that have adapted the proposals and scaled down the supply chains on new assets». What are the strengths of the Italy brand?
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«The Italy brand is the strongest tourism brand in the world, thanks also to the reputation of “made-in-Italy” products and brands in fashion, design, food and wine. At the same time, the authenticity and diversity of the territory bring value to the brand, in a context in which travellers are increasingly looking for personalisation and unique experiences». What are the main objectives you have achieved, perhaps giving us some numerical data? «In 2019 we achieved good results from both the use of digital and from our campaigns: we totalled over a billion web and social media views for an economic value of 8.1 million Euros. The global campaign (together with Tokyo, Sydney, Moscow, Frankfurt and Toronto) SEM (search engine) and video campaigns generated over 38 million impressions. Italia.it generated a total of 171.7 million impressions and over 8.2 million engagements, 18 million page views and 6 million unique users. Also, the airport campaign reached over 110 million passengers for the Italy brand. And there were 33 trade shows with +46% purchased spaces and 15 specialised workshops which saw about 10,000 meetings with 500 sellers and over 1,000 specialised buyers. A growth in value that is reflected in the trend of the total of the Italian tourism balance, which grew by +10.8% in 2018 and +6.3% provisionally at November 2019». In 2020, you can expect growth in tourism of 3%: can you comment on the data, outlining, if possible, the main countries of origin of visitors and the reasons that will drive them to travel to Italy? «After five years of sustained growth, 2020 is also looking like a positive year, with a growth of +3% in the number of trips to Italy. The historic sources for our country remain Germany, leading the way with 13.4 million visits to Italy in 2020 (+2.3% on 2019, about 21% of the total). France (+2.2%), the United Kingdom (+2.5%), followed by Austria (+2.4%) and the USA (+2.6%). The primary drivers are linked to our rich cultural heritage, followed by the beauty of our natural landscapes. But above all are the unique experiences that can be enjoyed in our destinations, from gastronomy to wellness and sport, keeping Italy top-of-mind». In 2018 the New York Times turned the spotlight on Matera, inviting its readers to visit “before the world finds out”, in fact the Lucanian city is now experiencing a moment of glory: which do you think are the next emerging destinations?
PROMOTING BEAUTY: 100 YEARS OF ENIT
The book-event “Promoting beauty” curated by the researcher Manuel Barrese, was created to celebrate 100 years of Enit, presented in Milan during the last BIT (the Italian Tourism Exchange). The result of over a year of historiographic research and analysis of thousands of slides and posters that have reconstructed a cross-section of Italy with new and
heterogeneous features and brought to light the historical posters of contemporary artists: Dudovich, Cambellotti, Boccasile, Retrosi, Mino Delle Stile. «All the material flows into a digital historical archive which, together with the Open Library and the photographic material of the Italian Regions, constitutes a qualified wealth of Italian tourism» affirms Maria Elena Rossi.
«This year, after Matera, the spotlight is certainly on Parma, Capital of Culture 2020. Its heritage, culture and creativity will be expressed in exhibitions, workshops, extraordinary openings, conferences and music festivals, all among the ancient and contemporary quarters of the city. We are working to improve the reputation of many lesser-known destinations this year, for example, those of central Italy linked to Raphael, the Italian painter and architect born in Urbino (2020 is the 500th anniversary of his death)». Regarding the MICE segment specifically, could you explain what activities you will carry out related to the sector, both at a promotional level of destinations and support for professionals? «We are working on the development of international communication and promotional activities for the Italian brand within the meeting industry to involve more than 1,500 buyers globally and develop co-marketing and advertising activities that have made it possible to reach over 30 million of MICE contacts. We are also implementing marketing intelligence with ad hoc studies and investigations». In closing, can we give our readers three reasons to organise their next event in Italy? «Italy has many features that make it attractive also for event tourism, airport access throughout the territory, with intercontinental hubs and a widespread airport system on the peninsula and islands. Then, for internal mobility, it has the highspeed trains that allow you to cross the country from north to south in a few hours. Finally, there are numerous resources of excellence available to the meeting industry, from universities to the research centres of international renown and, finally, the design schools that forge the made-in-Italy».
Enit
Via Marghera 2/6 00185 Roma Ph. +39 06 49711 - Fax +39 06 491726 presidenza@enit.it www.enit.it
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Everything, and “Fa di tutto e di più” (he/she does everything and more) is a typical Italian saying used to indicate someone who is deeply committed to their work. This saying is particularly well suited to Gruppo Peroni Eventi ANTONELLA ANDRETTA
Gruppo Peroni Eventi is a live communications company (with a strong international reputation), whose core business is the conception, design and creation of events
D
uring its 20 years in business, Gruppo Peroni Eventi, with headquarters in Rome and Milan, has managed to build long-lasting relationships with numerous companies, including several large multinationals. This time period is clearly a sign of confidence: it means that clients continue to show their satisfaction, and put their trust in the company year after year. It also means that, in terms of creativity, the agency never loses its edge when it comes to suggesting new strategies and
projects. These skills help to consolidate and revamp the images of important brands like Lenovo, Reply, Mercedes Benz, Automobili Lamborghini, Zurich, Facebook and American Express, who have entrusted their event organisation to Peroni Eventi for years. CREATIVE AND CONCRETE Although creativity is a key factor, the planning and management of the various time frames is equally important, especially when organising complex events, like the retail events of Mercedes Benz & Smart which the Gruppo Peroni has masterminded for two years. These events are extremely challenging from a logistic perspective, which means that the agency’s team is engaged in the support of 40 Smart and 55 Mercedes dealerships throughout Italy, plus the organization of more than 200 events. Key events organised recently included “Bthestar”, the open weekend marking the launch of the new B Class. The network of Italian dealerships involved hosted the sets for the casting of “The Best Years”, a film by director Gabriele Muccino, who also directed Will Smith in “The Pursuit of Happiness” and “Seven Pounds”. The event involved 94 showrooms across Italy, 664 staff members, including audio and video technicians, assistant directors, hostesses, stewards and supervisors, plus 10,000 children who had signed up for the audition. These significant numbers, which required meticulous management, generated intense traffic on social media.
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then, even more The event has just won first prize for the “The best integration of a communications project with logistical organisation” at the BEA national awards ceremony. Additional proof of the team’s ability to handle the most diverse and challenging situations is highlighted by the fact that Gruppo Peroni Eventi is often engaged in the simultaneous organisation of numerous productions. For example, at the end of last year, the group was responsible for organising a dozen events, including the “Xmas Party19” for Reply, another of the agency’s historic partners, which was held on the same day in three different locations in three different Italian cities (Rome, Turin and Milan) with a total of 5,500 guests. LOOKING AHEAD In addition to client loyalty, the group’s success is shown in its excellent turnover results, which have continued to increase since 2014. But this success does not mean that the group rests on their laurels. In order to always be ahead of the game, and to guarantee the production of equally outstanding events, a new Guest Management division was recently created. This department is exclusively dedicated to logistics and management, which provide support to the Project Management division, which, in turn, is supported by the Production, Art Direction and Creativity team. As a result, from 2014 to 2019, the group was entrusted with the organisation and management of
Hospitality Lamborghini for the European Super Trofeo championships, a project that involved the creation of a 700 square metre structure comprising maritime containers and tensile structures for the indoor spaces; a truly unique hospitality event held at the international paddocks hosting the championship. The event organised for Lenovo, a brand associated with avantgarde technology, was equally impressive. To mark the occasion, Gruppo Peroni Eventi organised an itinerant event that reflected these characteristics with a futuristic design format where beams of LED lights took centre stage. The set-up, created in Italy, was used in all the European destinations. A unique location was chosen for each destination. For example, in London, the convention was held at the English National Ballet, a first-ever for an event of this kind.
Gruppo Peroni Eventi
Via dei Prati della Farnesina, 57 00135 Rome Ph.+39 06 45472299 info@gruppoperonieventi.it www.gruppoperonieventi.it
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ITALIAN MICE
In Milan sprint and go! The opening of J&TI Events’ second office, now not only in Rome but also in Milan, represents the agency’s success, from here poised for a leap into the future NICOLETTA TOFFANO
Tiziana Guerriero, J&TI Events’ Managing Director.
J&TI Events Italy
Headquarters Via Col della Porretta, 6 00141 Rome Ph. +39 06 83549452 Sales office Via Sant’Alessandro Sauli 24 20127 Milan Ph. +39 02 49764528 Mob. +39 333 4862948 info@jti-events.com www.jti-events.com
T
here are terrains on which every step is heavy, costs fatigue and in spite of the effort hardly takes you forward; other terrains are more favourable: for J&TI Events – agency founded in Rome in 2016 – Milan has been the substratum able to increase success, becoming the stepping stone for future challenges. «In 2019 we looked for new opportunities and we found them in a moment when people were still talking about the crisis, practically doubling the turnover of the previous year», said Tiziana Guerriero, Managing Director. This year, apart from looking after their established clients mainly from Belgium and Holland, the agency has looked towards new international markets like the Middle East, but even more, thanks to the vicinity of the companies of the north of Italy, it has greatly increased its presence in the domestic market. However, for J&TI Events Milan does not only represent new opportunities, «But – as Guerriero explains – also professional contaminations and it is to seize this opportunity that in January we opened the “Collettivo Virale”, an innovative space near Piazza Loreto which we will share in
operational co-working with another two companies: one with a core business in communication and brands and the other specialised in the creation of concepts for events. We will therefore be able to work as a team and offer our clients an even more complete product, because our motto is “Win together”». One of the reasons for J&TI Events’ exceptional 2019 performance was the acquisition and organisation of a back to back event for Total-Erg Belgium. Held between May and June in the territory of Neaples, Amalfi, Capri and Pompeii, with its base at the Sorrento Hilton, the event saw the participation of 320 guests who alternated in four different trips. This articulated incentive travel which included gala dinners, exclusive trips on luxury boats, direct local experience to discover regional street food was a great success, promoted and publicised on social networks, which led the agency to make a real qualitative leap, and provided resources for new commercial operations. But above all it provided a definitive and accredited visibility and positioning in the MICE industry. Amongst the new projects is an agreement with Costa Cruises to realise incentive trips on its ships: to publicise this new initiative J&TI Events has made several educationals for its own clients. This is a well structured promotion and has already led to a first result: the main end of year event for an important group in the cosmetics sector.
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ITALIAN MICE
Medical education, evolving with experts Educational programmes have significantly improved in the last few years, mainly thanks to technology. High quality of contents is the major issue to allow participants to improve their skills, starting from practical courses ALESSANDRA BOIARDI
Mz Congressi
Via Carlo Farini, 81 20159 Milano Ph. +39 02 66802323 info@mzcongressi.com www.mzcongressi.com
MZ
Congressi is an Italian national CME provider of educational credits as well as an ECCME provider for European credits for international participants. Education and training in the Medical and scientific world is the most important area of activity of MZ Congressi. Over 4,500 educational events involving 800,000 participants have been organized over the last 31 years Over the last 5 years, MZ Congressi has delivered over 1,180,000 educational credits. MZ Congressi has a special department dedicated to CME activities that manages the whole process: from the initial request elaborating all the necessary documents, to the final accreditation. MZ Congressi has well respected consultants for medical associations and hospital structures and experts in defining annual complex training programmes, that cover all areas of expertise. MZ Congressi works together with the scientific directors to provide a catalogue of educational activities for every speciality. There has been a big improvement in the quality of educational programmes, due to the advancement of technology and over the last few years and the MZ Congressi staff have noticed an increase of courses that involve live surgery, hands-on practical courses with virtual reality and cadaver
dissection courses for surgeons. The high quality of content is fundamental to allow the participants to obtain information that is necessary to improve their skills as clinicians or surgeons, and not just targeted to obtaining educational credits. MZ CONGRESSI AND THE SCIENCE FOR PEACE WORLD CONFERENCE The organisers of the 11th Science for Peace Conference, The Umberto Veronesi Foundation, were pleased to have the support of MZ Congressi for the faculty logistics for the event. MZ Congressi has been involved in this stimulating conference since the first edition. The role of MZ Congressi concerning this event was to manage the communication with the faculty, organizing their flights and transport and hotel accommodation. It was a real privilege to be in contact with the incredible group of speakers that brought their own experiences to enrich the stimulating theme of the event that was “The dangerous charm of ignorance�. The theme of the event was very interesting and varied. The audience was over 1,000 people present at the venue, the majority being students, plus another group of participants connected in streaming from all over the world. The discussions involved the scientific world, the neurological aspects of learning, ignorance in media, democratic risks and many others. There was a Nobel lecture by the author Svetlama Alekslevic and a special lecture by the life senator of the Italian Republic, Liliana Segre. The feedback from the faculty, regarding the attention to detail and clear communication from MZ Congressi was very positive.
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A FULL SERVICE PARTNER FOR EVENT PLANNING IN ITALY
As a destination management company, we can handle every aspect of your destination corporate event on your behalf, offering you the most suitable options based on your budget. We are able to pack a customized proposal whether you are looking for a turnkey project or partial services.
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ANDREAGUERMANI
ARCHIVIO FOTOGRAFICO ATL DEL CUNEESE
ARCHIVIO BORROMEO PHOTO MARCO BECK PECCOZ
ITALIAN MICE
Piemonte: grandeur, taste and modernity Ideal destination for the meeting industry, Piemonte welcomes the MICE sector with an incredible offering of top level venues in which to organise conferences and corporate events, all highlighted by gastronomic excellence
SERGIO SOLAVAGGIONE.
L. FRANCESCA REBONATO
VisitPiemonte
Regional Marketing and Promotion Via A. Bertola, 34 10122 Turin Ph. +39 011 4326210 info@visitpiemonte-dmo.org www.visitpiemonte.com
A
thousand meeting rooms – more than twenty of which are able to accommodate over five hundred people – and a hundred castles and historic houses, plus a wide variety of locations. Piemonte can offer a stimulating mosaic of proposals; from Turin, the region’s elegant capital city, to the circuit of residences of the Royal House of Savoy, to the vineyard landscape of Langhe-Roero and Monferrato, both UNESCO World Heritage Sites. Moreover, the area of the lakes is among the major hubs for conventions in Piemonte with its gardens and beautiful historic villas; Biella, the centre for textiles and cashmere and also newly appointed UNESCO Creative City; Cuneo and its alpine territory with medieval and baroque villages; the area of Novara and Vercelli with their iconic flooded rice fields. The common denominator is the food and wine excellence, from the typical “piole”, eateries of popular tradition, to the 46 Michelin-starred restaurants.
INTERNATIONAL AND EXPERIENTIAL There are many post-conference activities. Contemporary art, for example, with itineraries ranging from historic avant-garde to digital technology in museums and foundations or in public spaces accessible thanks to an “Art Mapping” project of the most important works. And then there are the great events of 2020: in Turin, the “Andrea Mantegna, Making Antiquity Modern” exhibition at Palazzo Madama until 4 May; in Novara, the show “Divisionism – The Revolution of Light”, at the Visconteo Sforzesco Castle until 5 April; in Asti, “Monet and the Normandy Impressionists” at Palazzo Mazzetti until 16 February. Furthermore, 2020 is the “Year of Baroque in Piemonte” with a wide-ranging programme of shows and exceptional openings with the climax at the Reggia di Venaria with the show “Challenges of Baroque. Rome, Turin, Paris, 1680 – 1750” from 3 March to 14 June. Moreover, “Turin, City of Cinema 2020” will animate the city with events to celebrate the XX anniversary of the National Cinema Museum’s foundation and of the Film Commission Torino Piemonte. Not-to-be missed food and wine events in 2020? “Vinum” in April-May in Asti, “Terra Madre – Salone del Gusto” in Turin in September and the “International Alba White Truffle Fair”, in October-November. See you in Piemonte!
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STOCKHOLM O
LON ONDON LONDON BERLIN
AMSTERDAM BRUSSELS
FRANKFURT
PARIS MUNICH
MILAN
VENICE VENICE
BUCHAREST BUCHAR REST MADRID PESCARA E ROME
BARCELONA LISBON SEVILLA VI
VALENCIA VALE ALEN NCIA IA A
OLBIA O OL LLBI BIA IA A ALGHERO ALG GHE G GH HE ERO E RO O
BAR AR RI BARI NAPLES NAPLE ES S
C ARI CAGLIARI PALERMO MO O TRA TRAPANI
REGGIO CALABRIA CATANIA
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Beauty is not enough Italy, famous for its culture, art and natural beauty, is a reservoir of ideas for events that can be organised often only with the help of DMCs, who have the experience and local knowledge necessary to make your event the best it can be ANTONELLA ANDRETTA AND NICOLETTA TOFFANO
Above, the charming Castle of Le Castella in Calabria. On the opposite page, above, Positano, on the Amalfi Coast; below, the Castle of Rocchetta Mattei, not far from Bologna, was re-opened in 2015 and can host congresses, weddings, events and shows
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location can have the most luxurious hotels, the most important monuments, the finest gastronomy, the most incredible attractions, the most creative craftsmanship but if they are not made accessible to tourism then the destination does not exist. Or if it exists, it remains a niche, exploited little or badly. Other destinations suffer from phenomena such as over-tourism, from peaks of absurd crowds to the semidesert of the low seasons, or from “global” flattening with the same brands on display in every shop window and tex-mex-chinasushi-pizza-lasagna fast food all mixed together in an insult to the local food traditions, whatever they are. All this, apart from being a problem (which should be dealt with by local marketing, tourism and convention bodies), influences the choice of destination, and event organisers can benefit from guidance in making the best choice. The problems of leisure tourism are long-standing, complex and changeable,
however, they are not our concern. Instead, regarding MICE the task of making a destination suitable for an event is entrusted in large part (in addition to institutions, transport companies, suppliers of various services) to the DMC. Or, at least, it should be, because this is their area of expertise. THE CASE OF ITALY Italy is the country that holds the world record for the largest number of UNESCO World Heritage Sites with 55 sites on the 2019 list, as well as 41 candidate sites. It is a long and narrow peninsula with 7,456 kilometres of jagged coastline, with much more mountainous than flat territory (only a quarter of the land is made up of plains), with peaks that touch 4,000 metres and many perennial glaciers. It is dotted with lakes, rivers, lagoons, and volcanoes and surrounded by islands and islets. It is a country where man has made his mark, with three metropolises (Rome, Milan and Naples) that alone have an enviable artistic heritage, and an infinity of famous places full of culture and art, from Venice to Florence, from Pisa to the Amalfi Coast. There are cities, towns and villages: the only thing Italy doesn’t have are deserts! With transport that can sometimes be made complex by the conformation of
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INCENTIVE HOUSE italyeventsdmc.com
LOGISTIC EVENTS DESIGN & TECHNOLOGY
the territory, and local bureaucracy to be navigated, it is not difficult to understand how challenging it can be to organise the logistics of an event in Italy, which is a further reason to rely on a good DMC. But what do companies and organisers want when they choose Italy? We asked Lorenzo Pignatti, DMCP and president of Terra Events, DMC with offices in Italy (Milan, Florence, Rome, Venice), Spain, Portugal and France: «In recent years we have witnessed a change in requests. Up to a short time ago the classic highlights could not be missing from a programme, the Coliseum in Rome, just to give an example, and “outside the box” elements were optional. Now it is the opposite. The way of organising time has also changed. We used to have the classic “half day free” to be filled with shopping or a walk in the city centre, now we usually have one, sometimes even two extra free half days added. The participants can decide to fill this free time with a variety of activities that we propose. The important thing is to have time for yourself, to have a personal experience as much as possible, while remaining within a group».
MOTORS, MUSEUMS AND UNUSUAL LOCATIONS It goes without saying that it becomes increasingly complex to organise programmes that include particular aspects of the destination and increasingly unusual locations. Take, for example, one of the most tourist regions of the country, Emilia-Romagna, big, varied and interesting with a wide variety of things to do, from the Riviera to gastronomy, from the cities of art (Parma is Capital of Italian Culture for 2020) to motors. Here we find ourselves in Motor Valley, the industrial and cultural district known worldwide for its famous car and motorcycle brands: not only Ferrari, but also Maserati, Lamborghini and Ducati. A heritage that includes corporate museums, private collections and prestigious international circuits. There are DMCs, including Amazing Italy (based in Bologna) that use this heritage as a starting point to offer incentive and team building activities related to the automotive sector: it is clear that competence and an in-depth knowledge of the area are essential for the success of programmes combining motors
CREATIVE & LEISURE TRAVEL
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Contracts with suppliers
Loyal customers
350
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Target Milan.com Target Venice.com Target Rome.com Target Tuscany.com Target Sardinia.com Italianmate.com
FOR INFORMATION AND REQUESTS: tel: +39 041 2392670 mail: commerciale@targetmotivation.it
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BARBASSO
Above left, the Royal Palace in Naples can be hired as exclusive location; centre, Portofino was the backdrop used by Next for the launch of the new Ferrari; below and on the opposite page, some of the activities “into the wild” proposed by Barbasso - Nature Culture
with food and wine, the culture of the area and also lesser-known villages outside the main tourist circuits which are even more interesting precisely because they are not main stream. This applies all over Italy especially to locations such as tiny theatres, niche museums, private historical buildings, art houses, companies, and also parks and urban squares which are often accessible but only through DMC mediation. This is one of the aspects that characterise the activity of CS Events (based in Rome with three decades of experience in the field of events) which has been able to activate targeted partnerships based on the personal knowledge and experience of many types of location, creativity in
finding original solutions in seemingly impossible places and also on commercial and contractual know-how in overcoming bureaucratic obstacles and obtaining appropriate prices. This is how, in addition to historic residences, the DMC offers unusual settings such as the roof of a private house transformed into a screen of water for a commercial presentation; exclusive glamping, blending nature and comfort in an original way to create very exclusive team building; a rustic boathouse for a VIP event: places that are never predictable but, nonetheless, represent the region in which they are located. Sire Group, is a professional and a wellknown catering and banqueting company based in Naples, so not really a DMC, but in any case is always able to “find” new and unprecedented locations to propose to the event market. The collection of exclusive places which they offer, ranges from ancient castles to monumental sites, archaeological areas to unique landscapes, luxurious villas to austere monasteries. Another of their original proposals is the Bourbon Gallery, a large underground tunnel from the Bourbon era, near the Royal Palace, located below sea level and used during the Second World War as a refuge, where motor vehicles from the 1940s and 1950s and a variety of other war relics were found. J&TI Events is an agency that was founded in Rome in 2016 and has just opened a brand new office in Milan. They have a lot of experience in working with clients from northern Europe. They can organise events, including dinners, kick-offs, product launches and live entertainment, in uncommon venues such as private villas, film studios and industrial spaces. Still on the subject of “location impossible”,
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TRENDS AND MILLENNIALS
Many of those who have come of age in the 21st century, i.e. millennials, have not yet arrived in the button room (and even less than them the young people of the “Z” generation, born after 1997), however they participate in events, incentives and conferences. So it is logical that the programmes and organisation are gradually meeting the uses and habits of people with tastes often very different from those who preceded them. In fact, it is known that Millennials, “skilled”, technological and raised in a world in the grip of the 2008 crisis, are less attracted than their predecessors by goods, brand names, the ostentation of status, but are gratified above all
by experiences: travel, personal care and health, well-being in general. And it is no coincidence for example that the great “binges” of the past are being replaced, even during events and organised trips, with more balanced meals and that, after the mania for celebrity chefs, we now have nutritionists and personal trainers. So guests can be offered a diet more in line with their daily habits and the opportunity to keep in shape even during an incentive, for example with yoga and morning pilates sessions, group jogging and so on. There are also wellness managers who coordinates these aspects: a figure who will increasingly appear in agency teams.
INTO THE EXCLUSIVE “WILD” As we have seen, from a cultural point of view, Italy has an exceptional appeal for the foreign market because of the number of historical places, monuments, cultural institutions and art treasures. No less important, although less well-known, is Italy from a “natural” point of view. Some facts: the Italian protected natural heritage includes 24 National Parks, 30 Marine Areas, 142 Regional Parks; in these areas alone there are 57,000 animal species, 6,000 plant species, that is half of those present in Europe and over 10,000 kilometres of equipped paths. Also, although Italy is best known for the beauty of its coast on which 385 Blue Flags fly which attest to the high quality of the sea, not to be forgotten is the inland heritage consisting of 10.9 million hectares of forests that occupy almost 40% of the national territory. The extraordinary thing is that this wealth is constantly growing especially in the northern regions as in the Veneto region, particularly in the province of Belluno: here until a few decades ago there were only cultivated fields and a few worse-for-wear trees, now it has all been transformed into forest! It is here in this extraordinary and at times
BARBASSO
Next Group won an award for creativity and implementation for a very interesting event they organised for Ferrari in Portofino in 2018. A truly impressive effort to build a floating theatre ad hoc and moor it in the water in front of the town. The stage used the town (illuminated by a light show) as a backdrop so the new Ferrari entered the stage framed by Portofino itself. All of this required immense coordination and management skills that only a DMC based in the destination can possess.
wild area, that Barbasso – Nature Culture operates, set up in 2017 in Morgano in the province of Treviso and part of the quality label of the Dolomiti Bellunesi National Park. It is a network of specialised professionals in the fields of nature (faunists, forestry, entomologists), hospitality, logistics, catering and communication. The territory stretches from the lagoons of the Upper Adriatic, with private and unknown islands, up to the Dolomite peaks, with rivers and the most pristine streams. Barbasso’s proposals for the MICE market range from multi-day incentives to team building activities that can be included in an event and can be “wild” with overnight stays at high altitude in Tentipis (special tents that have wood heaters and are equipped with
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sleeping bags certified -30 ° C) or “easy” with stays in exclusive locations. All the proposals are characterised by activities “with nature” (excursions, Norwegian canoe descents, night outings) all organised with attention to safety and sustainability. The in-depth knowledge of the territory, in all of its aspects, in which a DMC operates is an indispensable tool to allow the guest take a trip that becomes an experience (one of the must-haves required by the new generations, see box: “Trends and millennials”), that is, creating moments and activities in which the participant is always considered the protagonist. This idea is based on the concept that emotionally experienced situations consolidate the contents, increase interaction between people, and are more fun. The Peroni Group, is a DMC that is also very active in the natural environment. With
BARBASSO
Clockwise from above: a car launch organised by FA Travel; the famous Sartiglia, a folkloric event held in Oristano; a tour in Puglia by Apecar with Tipica Tour; caves and canyons for adrenalinic post-congresses; the beautiful beach of Stintino in Sardinia
over 20 years of experience in the field of events it offers outdoor programs that range from the snow of Cortina d’Ampezzo to the beaches of the Island of Elba. Sea and navigation are also a must for many events and can be held in Sardinia, relying on the experience of competent DMCs such as Sardinia Adventure, based in Cagliari, specialised in outdoor training and who cleverly use the natural scenery of the island both marine and inland. Sardinia, with its 1,849 kilometres of rugged coastline full of coves, bays, islands and islets, is a treasure trove of ideas, including exceptional sailing experiences. The choice of boats from large cabin cruisers to small Latin sail boats is vast, as is the choice of the area to cruise, from the “Caribbean” sea of the south coast, with long clear sandy beaches from Porto Pino to Villasimius, to cliffs and coves in the north, between the Maddalena archipelago and the Gulf of Asinara. Asinara is an island off the north-western coast of Sardinia, unique in nature and history and exclusive in being a National Park and Marine Protected Area since 2002. Not easy to access, it was precisely because of its impenetrable characteristic that it was chosen as a place of punishment until the nineties, and today has remained intact thanks to this isolation. Landings are rare, its access is limited as is the opportunity of overnight stays. To access it you must necessarily rely on specialised operators from Stintino, Porto Torres or Alghero. Incidentally, Sardinia, with its wonderful wild areas and its breathtaking roads, is an ideal and highly sought-after destination for car presentations and there are DMCs specialised in this area too. Among these, Andrea Atzeri of FA Travel DMC Cagliari. He says: «Among the tasks entrusted to us there is often the request to find on and off road
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“tracks”. After identifying the most suitable and interesting for the type of car, we deal with the requests for authorisation for the use of public spaces from the police. We also organise fuel supplies and logistics and all transfers of guests arriving and departing. Often there are thousands of people involved: these are not things that can be improvised, it takes great experience and professionalism». A MOSAIC OF CRAFTS AND TRADITIONS Another area, which in Italy can have a thousand facets that differ not only from one region to another, but also from area to area and from town to town, is that of typical crafts and gastronomic products. There are many local festivals which have their roots in religious and cultural tradition, including small ethnic minorities such as the
Cimbri of the Asiago plateau in Veneto or the Hellenic community of Grecia Salentina in Puglia, and in the rites of peasant civilisation. A real labyrinth in which you discover the true essence of Italianness, of a people tied to tradition that has been handed down from generation to generation, as have the skills and genius. In Sardinia this was the leitmotif of the proposals in 2019 for a series of educational projects (which can be replicated for events) created by MICE Sardinia (sector network, operating in Sardinia which today unites 35 local businesses including hotels, PCOs, locations and DMCs) dedicated to unusual archaeological sites, full of charm and mystery, traditional festivals that take place in an area right in the heart of the island, called Barbagia, and to the discovery of a Cagliari outside the normal tourist circuits.
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THE DO’S AND DON’TS IF YOU’RE A DMC We asked Lorenzo Pignatti, who was recently elected president for 2021 of ADMEI, the international association of Destination Management Companies, which are the “Dos’ and ‘Don’t”. «There are no absolute rules, but in my opinion among the things that just should not be done I would put in the first place that of subcontracting to another agency: that would mean betraying the trust of the customer who believes and trusts one agency but would not necessarily trust the other. It would also be a mistake not to carefully check the licenses and authorizations of the various suppliers you rely on. The third is to not provide for a security protocol that should be risk management manual for each individual trip: and we are not only talking about terrorism or extreme events but also about less dangerous events that still have to be managed like a sudden strike or an unexpected
snowfall that blocks the roads. In short, you must always be ready to take responsibility and be able to handle emergencies. Among the things to do, the most important is to talk to customers, only in this way do expectations and requests emerge that the mere exchange of emails cannot bring up. In short, human relationships come first». In Puglia and Basilicata Tipica Tour (set up by a young, creative team in Putignano in the province of Bari in 2006) offers interesting creative proposals using exclusively the dense network of knowledge acquired over the years in the area: local guides for treasure hunts and photography workshop in the old town centres, speleologists who will take you into the most beautiful caves in the world, expert housewives for cooking classes based on zero km. products, and skippers from local yacht clubs for regattas.
There are also other unconventional locations, outside the normal tourist circuits such as private houses, estates and farms. Finally, it is impossible to speak of events which respect local traditions without mentioning food: remember that the Mediterranean diet is recognised by UNESCO as a protected asset and included in the list of oral and intangible heritage of humanity. The ingredients that make up the Mediterranean diet are the basis of many regional Italian cooking traditions that use the local products of talented craftsmen present in every corner of Italy. There is a specific area called Food Valley located in Emilia-Romagna (first European region for the number of PGO and IGP) and Parma was declared the number one Creative City for Italian Gastronomy by UNESCO. Here landscape, culture and food have always been united by an indissoluble bond: Prosciutto di Parma, appreciated since Roman times and Parmigiano Reggiano invented in the early Middle Ages are from here. Other famous products include Culatello di Zibello, Salame di Felino, black truffles from Fragnano, mushrooms from Borgotaro, wines, and also products such as torta fritta, erbazzone, anolini, tortelli, bomba di riso and spongata. To promote this heritage and make it more accessible to MICE and others, 250 producers, restaurants, hoteliers, tourism operators, guides and companions have come together to form a product club called Parma City of Gastronomy. This club on the one hand protects quality on the other guarantees the authenticity of unique experiences in this “tasty” region: it offers experiences where flavour is the guiding thread, in medieval streets, traditional shops, historic buildings, hills, ham factories, dairies and historic cellars.
RIght, Parma, in the heart of the Food and Motor Valley, was declared Creative City for Italian Gastronomy by UNESCO
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Why Eventing Milan Convention Bureau promotes Milan as a coordinated and accessible conference destination. Founded in 2008, Eventing Milan has a deep knowledge of the city and the local meeting industry supply chain.
Milan, the world capital of fashion, shopping and design, is happy to guide you to the discovery of its many treasures and landmarks. From the Duomo cathedral to the Sforza Castle, from the La Scala Opera house to the masterpieces of Leonardo da Vinci, Tiepolo and Caravaggio the city of Milan offers to its visitors a wide range of sightseeing opportunities.
For enquiries: info@eventingmilan.it +39 02 4997.6109 Like, follow and share Eventing Milan Convention Bureau
www.conventionbureaumilano.com
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Events in Emilia: speed up your taste! Amazing Italy is an agency that deeply loves and knows its land, Emilia Romagna, which represents the foundations of a creative process that can turn the ideas into successful experiences you will never forget NICOLETTA TOFFANO
T
he land is Emilia Romagna, the region that stretches between the Padan Plain, the Apennines and the Adriatic Sea, a geographic mix that offers unique landscapes from the hills to the plains up to the mountains, a coffer of cultural treasures and a national heritage, including food and wine traditions as well. It is the region of mythical cars, one name above all, Ferrari! The agency is Amazing Italy, a tour operator and DMC that organises unique travels in Emilia Romagna (but also in other Italian areas) that are dedicated to the famous “engines”, the food, the music and the many attractions of this region. Creativity is matched to the professional work and the perfect managing of deadlines in order to organise great events. The company is now based in its new headquarters in the centre of Bologna, near Piazza Maggiore, where the professionals with more than 20 years of experience in the event organisation can gather and passionately work and cooperate, as the CEO and the agency’s manager Olga Arena explains:
«Our organisation is not very hierarchic and it is mainly based on the quality of human relationships and team work. Our staff is made of people coming from different backgrounds in the tourism field and in the event organisation. We also claim a team of multi-language guides and tour leaders with many specialisations like the professional car driver who worked for important car manufacturers, the chef who worked for famous restaurants, the sommelier who can access the best praised wineries, the expert of vintage cars and motorbikes and the art critic. Our offer aims at proposing unique and exclusive experiences to enjoy and appreciate the excellent features of the Made in Italy». BUILDING YOUR FEELINGS Creating experiences is no small thing, it is a complex work that involves the feelings, the wonder and the empathy. This is one of Amazing Italy’s strengths: the knowledge of the territory and the contacts that have been acquired along the years enable to implement deep experienced plans that are customised according to the clients’ needs and budget. Some of the most exciting activities are the ones that are focused around the Motor Valley, the industrial and cultural district where some of the most famous automotive brands
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CASE HISTORY: THREE DAYS TO SURPRISE YOU
Three days, a program offered to 250 guests belonging to an important Mitteleuropean flying company: Amazing Italy at work. An exciting track driving experience in cooperation with a famous circuit was the starting point. Then some relaxing stops to visit private collections of vintage cars were offered together with a visit to a producer of Parmigiano Reggiano and a renowned Balsamic factory. The high note was the visit of Casa Luciano Pavarotti, the private museum dedicated to the great tenor followed by a concert and a toast to the tune of “Libiamo ne’ lieti calici”.
were born: not just Ferrari but also Maserati, Lamborghini, Ducati, Pagani, Dallara and Tazzari. This heritage includes 11 company museums, 19 private collections, four renowned international circuits (Imola, Misano Adriatico, Varano and Modena), six specialised training centres, 188 sports teams. Amazing Italy uses this heritage as a hint to offer incentive and team building activities related to the automotive field that include some particular track driving experiences, tours on board of vintage cars and motorbikes, visits of historical places and memorabilia and of famous car factories and their production lines. Another important theme is the food and wine tradition: the so-called Food Valley is also based in Emilia Romagna, it is an area where the fertility of the soil, the ancient traditions and the people’s initiative encouraged the development of such excellent products like the Parmigiano Reggiano cheese, the
Parma ham, the traditional Balsamic vinegar from Modena. Different theme activities take inspiration from these products and they can be matched to different programs like tasting tours, visits of factories, cooking lessons. But the ideas are not over: new events and new collaborations have already been scheduled in cooperation with Parma, the capital of culture in the year 2020!
The second day was dedicated to a panoramic tour by riding a vintage Fiat 500 and a Vespa scooter around the hills of the village of Dozza (an outdoor art gallery spread with many murals, surrounded by unique views overlooking the plains, the hills, the mountains) along with cultural visits, tasty stops at wineries and olive oil producers and a surprise brunch in a medieval village that was rented on purpose. On the last day the visit of the mythical factories and museums of Pagani, Maserati and Lamborghini were scheduled and finally an amazing lunch was offered in a country house set up for the guests.
Amazing Italy
via San Giorgio, 3 40121 Bologna Ph. +39 051 0284002 mob. +39 335 8139251 info@amazing-italy.com www.amazing-italy.com www.bolognaexperiences.it
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The directors of MICE How to combine creativity, research, management and knowledge of the territory to achieve success in important events: CS Events illustrates its vision of making the best Italian product accessible to the foreign market ANTONELLA ANDRETTA
CS Events
via della Marrana, 8 00181 Rome Ph. +39 06 92091004 requests@csevents.it www.csevents.it
“W
e love making the difference” is the message that CS Events launches to the MICE sector: a group of professionals, united by great enthusiasm and vast experience gained in three decades of activity oriented mainly to the foreign market (UK, Netherlands, France, Russia). One of the strong points of the agency is “directing” the event, that is the technical, organizational, but also creative direction, as Stefania Mura, events & marketing director explains: «An activity in which I give my all, my vision, my experience, the ability to work with my group and to guide the client so that we can provide precisely what the client wants. An important phase, especially today, when the parties to be coordinated are increasingly complex and numerous, to make sure that they all work
together in harmony». For CS Events there is no directing format, since each event is unique and includes different people, groups and activities. Continues Stefania: «For example in August (a difficult month, since in Italy it is a holiday period) we had a four-day event for 150 people in Venice for which over 60 suppliers, three historical locations, five hotels (exclusively for the event), night set-ups, a South African band and an English AV company, unaware of the logistical problems of the fragile lagoon city, were coordinated». ORIGINALITY AND CREATIVITY Speaking of locations, even though Venice and historic buildings are the “in” thing, nevertheless there are many more unusual places in Italy, fascinating and filled with the history of the territories in which they are inserted and here is another point of strength of CS Events: knowing many different places, having realized many original events, knowing how to move creatively but also with great commercial know-how. Thus, in addition to the inevitable old houses, unusual situations can also be offered to clients such as transforming the roof of a private house into an incredible screen of water for the presentation of a product or carrying out a meeting with team building activities in an exclusive glamping site, with nature and luxury. The readiness and creative ability of CS Events also emerge in the approach to problem solving, as Stefania Mura says: «for example in a VIP event, held in a rustic boathouse, we conjured up, at the last minute, podium, lights and audio for an improvised speech. Managing everything in an emergency, but with extreme calm and willingness: because this is what it means to be different!».
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FRESH UP YOUR EVENT __
INDEPENDENT CONFERENCE CENTER
CONNECTED TO THE HOTEL BY A ROOFTOP HALLWAY
1800 SQM, EASILY ACCESSIBLE ON ONE FLOOR
10 MEETING ROOMS
WITH CUTTING EDGE TECHNOLOGY
FULL DAY LIGHT __ 203 GUESTROOMS DESIGN BAR & RESTAURANT GARDEN EXTENSIVE OUTDOOR FACILITIES 500 FREE PARKING SPACES
DOUBLETREE BY HILTON VENICE NORTH Via Bonfadini 1, Mogliano Veneto, 31021, Italia T +39 (0) 041 5977401 F +39 (0)041 5977400 venicenorth.events@hilton.com venicenorth.doubletree.com
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ITALY AND DMCS
Next is ahead New important acquisitions, success in a wide variety of sectors, prestigious awards, a great desire to always look to the future: Next Group starts 2020 in pole position ANTONELLA ANDRETTA
T
here are those who sit on their laurels and those who just don’t think about stopping: this is the case of Next Group, more than an agency, a real hub of professionals operating in the world of events, communication, incentives and promotion. 2020 opens in the wake of important news: a fourth division, The Next Digital, has recently been added to the more “historic” ones, The Next World,
The Next Event and The Next Solution. This new division will deal in particular with digital communication. But this is not the only news because 2019 ended with the acquisition of two important agencies: the first was, in July, Adverteam, the historic advertising agency in Milan. The second acquisition took place in October and saw Take, a group, also from Milan, with great expertise in the design of advertising and digital campaigns, joining the world of Next. Pride in these acquisitions and the desire to work and to consolidate the 60 million euros turnover (+ 10% every year in recent years), to open new paths and to play in an increasingly global market, is great, as we see in the words of Marco Jannarelli, president of Next Group: «With Adverteam we open the doors to an agency with 50 years of history behind it, with a business and a vision completely complementary to ours. Adverteam in recent years has played a leading role in consumer-targeted events, in retail communication and has experimented with the most varied formats of experiential shopping, not to mention many very successful advertising campaigns. In addition, with Take joining Next we have now a group of professionals who will contribute to expanding our offer in particular in digital marketing and digital content creation and which will allow our creative hub to carry out integrated
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Standing, left to right: Daniel Garcia, Marco Di Marco, Paolo Mauro, Alberto Damiani, Guido Cerretani. Seated, left to right: Paolo Jannarelli, Marco Jannarelli (President of Next Group), Alberto Camerino, Nadia Sabbi
projects in all areas of communication. We can’t but be satisfied and proud of all this, but we won’t stop here: we are evaluating other acquisitions outside of Italy, mainly in Europe. The challenge is to operate directly on international markets and to bring Italian creativity and Next Group experience around the world wherever it is needed». Thanks to these two entries, the Next Group staff goes from 130 to 180 people, a very fierce and very experienced team that has proven itself on numerous important occasions. WINNING PROFESSIONALISM Having won the 2018 edition of the Best Event Awards, the award that gives recognition to the best events in Italy every year, Next Group designed and organised the following year’s edition, that of 2019, which was held in November as part of the Live Communication Week, an event that brought together 2,000 international marketing and event professionals. Next Group was responsible for the creative idea, part of the daytime content and the award ceremony. An important commitment that concluded a year filled with important events, including the organisation of Linkontro AC Nielsen, which for the last 35 years has been an important networking opportunity in the areas of consumer goods, communication, b2b services and finance. The event, which lasted three days at the Forte Village in Sardinia, was attended by 600 managers and 33 speakers. Adverteam, for its part, distinguished itself in 2019 for taking care of the coordinated image, the scenographic preparations and the technical direction of the Annual Assembly of Assolombarda, held at the
Scala in Milan, Thursday October 3rd, in the presence of the President of the Republic, of the Prime Minister and the Mayor of Milan, among others: for the occasion, the agency made a short film directed by Luca Lucini and starring well-known Italian actors, entitled “The Enterprise of Serving Italy”, a very high level product that has been very successful. Jannarelli concludes: «Our strength lies precisely in the wide-ranging skills that we can put into play thanks to the people who work with us: between Alberto Damiani, CEO of Adverteam and Marco Di Marco, CEO of Take, there is unity of vision and intent. Next is now a true multidisciplinary communication hub where know-how is shared and resources multiply thanks to the contribution of highly professional women and men».
Next Group
via Sallustiana, 26 – 00187 Rome via Antonio da Recanate, 1 – 20124 Milan 30 Haymarket - St. James’s - London SW1Y 4EX (UK) www.nextgroup.eu
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Authenticity in Sardinia Nature, art and tradition are the background for Sardinia’s events; the experience of Sardinia MICE Network, the sector network engaged in the lively promotion of the territory, is its natural organizational support NICOLETTA TOFFANO
Nicola Pala, co-founder and director of Sardinia MICE Network
Sardinia Mice Network
Via Dante 42 09127 Cagliari Ph: +39 070 733535 Nicola Pala: +39 347 9580283 Emanuele Cabras: +39 348 7301560 www.micesardinia.it
S
ardinia is different: over the millennia it has managed to preserve its identity. Participating in an event on the beautiful Mediterranean island means ensuring an experience that is still unique today; Sardinia is authentic and appeals to all of your senses, culminating in that priceless feeling of fusion with the local culture. To fully offer the emotion of the island experience, in the Autumn of 2019, within the project Call2Action, Sardinia MICE (the sector network that today unites 35 local businesses including hotels, locations, PCOs and DMCs) organised three thematic educational tours, promoted by Geasar - Olbia’s Airport and involving operators and international journalists. The first was dedicated to culture with a visit to the many art museums and the many archaeological sites, mysterious and fascinating custodians of the island’s ancient history. The second was developed on the theme of a traditional event in “real” Sardinia, an “Autumn in Barbagia”: the ancient villages opened their doors to visitors to show the arts and occupations of the past and the flavours of traditional food. Third and last was a tour to
discover Cagliari: the story of a city, between modern and efficient structures and the charm of a rich historical and artistic heritage. Nicola Pala, co-founder and director of Sardinia MICE, tells us about 2019: «The latest developments in the Network have seen, in the province of Cagliari, the entry of a very particular location, partially excavated and open to the public thanks to an innovative FAI (Italian Environment Fund) project: the Saline Conti Vecchi of Assemini, an industrial archaeological site immersed in a natural oasis. The Network, through its affiliated companies, has carried out events of great strategic importance. Among these Connect, in June in Cagliari, in the suggestive recently restored location of the Covered Walk of the Bastione di S. Remy: a B2B event organised by FA Travel (one of the DMCs of the Network), in which air carriers, tour operators, airport managers and air transport stakeholders met, to explore markets and opportunities. October saw the 9th edition of the Italian Cruise Day: over 200 operators attended to discuss the new challenges of the cruise market in our country». After the success of the last 12 months, Sardinia MICE Network is already preparing for the prestigious general assembly NECSTouR, the network of European regions for sustainable and competitive tourism (Cagliari and Barbagia, 26-28 March) and the first stage of the America’s Cup World Series (April 23-26) in the old port in Cagliari.
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Green Italy, let’s go! An overview of sustainable Italy, with government provisions, urban initiatives and the actions of individual sectors, such as those implemented by the meeting industry NICOLETTA TOFFANO
«E
cology shows us that all beings are connected. The ecological thought is the thinking of interconnectedness» writes the British philosopher Timothy Morton, showing that the theme of sustainability will increasingly have to be part of our daily lives and that everything is connected in the need for global equilibrium. And it is to reach this goal that the 2030 Agenda for Sustainable Development was drafted by the governments of the 193 member
countries of the UN, that is, a joint action program, divided into 17 objectives (Sustainable Development Goals) for people, the planet and future prosperity. But where does Italy stand in compliance with the environmental, ethical and social principles expressed in the 2030 Agenda? How is it moving in the tourism sector? In particular, what is happening at an urban level in what are also the main conference destinations in our country? And what are the actions being taken by the national meeting industry? As far as institutions are concerned, the latest news is encouraging: the Government has pledged to insert the principle of sustainable development into the Constitution, to set up a national platform
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that brings together experiences, to guide policies in favour of a green economy, a circular economy, and to fight against inequalities. Regarding tourism, according to the monitoring of Enit, (Italiy’s National Tourism Agency), Italy is becoming green: in 2019 it is the leader in Europe of ecofriendly travel thanks to the increase in no-smoke and plastic-free beaches, the 385 Blue flags that attest to the quality of the coasts and the hundreds of regional initiatives to protect territories, natural parks and marine reserves. As for the quality of the environment of the large urban centres (which coincide with the major conference destinations), if on the one hand in recent years there has been a major effort to reduce polluting factors through car sharing and electric cars, the application of new building regulations in terms of energy saving and the use of renewable energies, on the other hand the real “revolution” started in Milan (this year the headquarters of the World Forum on Urban Forests), the first Italian city to have launched an urban forestation program – a project which began, timidly, in the Seventies, but in the last two years in a determined and organised manner. A project that, under the guidance of the local government and architect Stefano Boeri (designer of the award-winning Bosco Verticale building), will have three million trees planted by 2030, according to the principle that green spaces in metropolitan areas can bring enormous advantages in terms of attenuation of atmospheric emissions and reduction of the heat island phenomenon, improving overall urban liveability. Following Milan’s example, initiatives in other cities to create real urban forests are multiplying: a total of 60 million trees by 2030! And it is precisely these urban forestation programs, as we will see below, that are also increasingly included in the meeting industry strategies, both to guarantee higher quality events and to provide new opportunities for companies in terms of corporate social responsibility. THE PATH TO SUSTAINABLE EVENTS If Italian cities are becoming increasingly sustainable and interesting congress destinations, let’s see instead what best practices are being put in place by those involved in the organisation of events with a view to creating, planning and innovating activities in the search for balance between offering services, adding value and mitigating the environmental impact. The normative reference on the creation of a sustainable event is UNI - ISO 20121, which is the international standard that specifies the requirements of a sustainable supply chain: the rule applies to organisers, locations and suppliers (catering services, fitters, audio-video services, etc.). Today membership is voluntary, but in the
future its application will be increasingly important given the number of people moved by the meeting industry every year, who concentrate in certain areas where they carry out a series of actions directly or indirectly connected to a MICE activity. In Italy the OICE (Italian Observatory of Congresses and Events – a research project promoted by Federcongressi&Eventi, the national association of companies, institutions and professionals who carry out activities related to the congress and events sector) research reveals that in 2017 a total of 398,286 events were held for a total of 29,085,493 participants and 43,376,812 presences. So if the numbers of the events are huge, then so is the impact that they have on the environment, from large events (which redesign the urban layout of a city) to a simple business meeting. Just to have an idea, it is estimated that a medium-sized meeting, with the participation of about 500 people lasting three days, will produce 0.75 tons of waste and 1,595 kWh of electricity consumption (Source: BSI British Standard Institute). The predictive research of CWT Meetings & Events entitled “The Future of Sustainable Events” also highlights how sustainability will be a commercial element of growing importance for the sector, estimated at 840 billion dollars for 2020. Furthermore, attention to the environment in future years will be an unquestionable requirement of the new generations of travellers, the millennials, who will become the most consistent group of business travellers at a global level from 2024 onwards. In the light of numbers and forecasts, therefore, we understand how the ecological trend in Italy (of environmentally friendly locations, transport with low emissions, food not to be wasted, waste to be recycled, secretarial services to be made as immaterial as possible, etc.) and also ethical and social
Above, the award-winning Bosco Verticale building, designed by the architect Stefano Boeri in Milan. The city will have three million trees planted by 2030, according to the principle that green spaces in metropolitan areas can bring enormous advantages in terms of attenuation of atmospheric emissions and reduction of the heat island phenomenon, improving overall urban liveability
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issues are increasingly important, as confirmed by Tobia Salvadori, managing director of Convention Bureau Italia: «It is increasingly a question of reputation for companies. In the next year the workshops of CBItalia will be paper-free, the press will be replaced by a dedicated and multievent app. And the impact of our travels will be offset by the purchase of trees and carbon credits». LOW ENVIRONMENTAL IMPACT CASE HISTORY Planting trees in host cities for a congress to compensate for the CO2 emissions produced is a trend that could one day become a meeting industry practice and has already been done by Triumph Group international, Pco of Rome with offices scattered throughout Europe and worldwide, which last October donated hundreds of trees to the City of Milan, in
thanks for hosting the 17,000 people who participated in the 24th World Congress of Dermatology. The trees were planted in the North Park Milan by Triumph staff together with stakeholders, suppliers and partners who made the big meeting possible. Maria Criscuolo chairwoman & CEO of Triumph Group International comments: «It is no longer just about organising sustainable events in accordance with ISO 20121, we need to move on to concrete actions and reduce the impact of events, large or small, by providing for a last step aimed at containing the pollution caused; attention to the environment is a topic that can no longer be postponed until tomorrow. This sense of responsibility is also indicative of an ethical approach to work». Triumph, ISO 20121 certified, has long since embarked on a path towards more sustainable events: first with small actions such as the choice of menu km 0 up to the involvement of the entire process of the planning, creation and production of events, thus entering a virtuous circle of good practice which in fact has improved company performance and strengthened the perception of the agency externally. Sensitivity to the environment has long been a focus of AIM Group International, the company founded in Milan in 1960 and today one of the main reference points for MICE in the world, back in 2010, pioneered a view to circular economy, by donating the plants used for the preparations of the National Congress of Pulmonology to a Milanese public park and then in 2013 by organising a completely paperless international ESOT (European transplant society) congress, with 3,500 delegates. Back then it was ground-breaking but today, according to Marica Motta, AIM’s sales coordinator, «Medical and scientific associations are increasingly asking in the tender documents, what approach
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to environmental sustainability we have and what solutions we propose to make the congress greener. This demand has been increasing in the last year and a half, especially at an international level, so much so that it is no longer an emerging trend but a widespread sensitivity. In organising the events there are various fronts on which we act to reduce the environmental impact: we prefer convention centres that have a sufficient number of walking distance hotels; structures that adopt compensation or impact reduction systems (renewable energy sources, waste recycling and water reuse systems, elimination of plastic, etc.); the material printed on paper is minimised; posters are only digital; the badge holders are collected to be reused while the badges to be recycled are differentiated; certified suppliers and local food & beverage products are chosen and any excess will be donated according to the Food for Good project (project launched by Federcongressi & Eventi, ed). Another option is to buy gadgets from social cooperatives or products with recycled materials. We are also implementing an internal policy of spreading the green theme in our offices, for example by eliminating plastic». HOTELS THAT BREATHE Among the various suppliers of an event, naturally, a major role is played by the hospitality sector. And it is precisely the hotel industry that several years ago was one of the first to introduce new ecosustainable practices such as the use of high-performance materials, the use of renewable energy and the introduction of technologies aimed at improving energy efficiency. Today Italy, with 156 EU EcoLabel certified accommodation facilities (source ISPRA environment), is first in Europe for green hotel facilities. A sign of the sector’s commitment that also comes from Federalberghi (for over a hundred years the most representative organisation of Italian tourism-accommodation businesses) which in 2019 published a new guide for hoteliers, entitled “My future is sustainable”: a manual for the empathic hotel, which is not limited to good environmental practices, but tends to encourage reflections on the actions that each hotel can take to improve the life of its guests. Among the organisation’s initiatives, in June 2019, also the signing of the agreement with WWF to start the process that will lead to the elimination of disposable plastic in Italian accommodation facilities and in fact anticipate the European directive that establishes some important prohibitions from 2021. In addition, in recent years, accommodation facilities have been created in Italy that have implemented the path of environmental and ethical choices in their hotel management strategy. A pioneer in this sense, in 2010 was the Hotel Milano Scala
which, despite being located in a historic nineteenth-century building in the heart of Milan, has stood out since it opened for being a “zero-emission” structure, that is able to produce the energy it requires without releasing CO2 into the air. In the ten years activity of the structure, many different green solutions have been introduced, ranging from the bio-degradable courtesy line with packaging in recycled materials, from the purification of indoor air to the electric company car, from the introduction of the hanging vegetable garden to produce herbs, vegetables and fruit at 0 steps to the support of ethical responsibility projects in Africa. Today the Milano Scala is included in the prestigious British National Geographic Traveller among the greenest hotels in Europe. Also in Milan, in 2011 another structure opened which is a leader in sustainability: the Starhotels E.c.ho. The name means Ecological Contemporary Hotel and the hotel has environmental certifications including the prestigious Green Globe Gold Status, rooms furnished with materials from certified or recycled supply chains, Orto Green Food & Mood by Eataly restaurant where the menus are prepared selecting strictly seasonal ingredients, careful management of energy and water which has resulted in 25% reduction of natural gas, 15% of electricity, 20% of water in addition to the reduction of 130 tons of CO2 on an annual basis. The Starhotels E.c.ho brand will open in Bologna in 2020 with a facility within FICO Eataly World, the large theme park dedicated to Italian agri-food excellence. In addition, the green policy of Starhotels (the private Italian hotel group that has 29 hotels located in the heart of the best Italian cities, in addition to London, Paris and New York) will also extend to other structures with the inclusion of a new courtesy line of products
Above, the Starhotels E.c.ho.; the name means Ecological Contemporary Hotel and the structure has environmental certifications including the prestigious Green Globe Gold Status. On the opposite page, above, last October Triumph Group International donated hundreds of trees to the City of Milan, in thanks for hosting the 17,000 people who participated in the 24th World Congress of Dermatology. Below, the Hotel Milano Scala and its hanging vegetable garden, which produces herbs, vegetables and fruit at 0 steps; the hotel is a “zero-emission” structure
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Above, the 5-star Valle dell’Erica of Santa Teresa Gallura of the Delphina hotels & resorts collection, was crowned “Europe’s Leading Green Resort 2019”. Below, the Verdura Resort in Sciacca of the Rocco Forte Hotels group adopts various eco-compatible solutions: from the photovoltaic system to the water recycling systems for watering the golf courses. On the opposite page, the Aqualux Hotel in Bardolino, on the Veronese side of Lake Garda, was awarded the title of “Green Resort 2019”
which comply with eco-sustainability requirements and the elimination of plastic which is replaced with biodegradable or 100% recycled materials. The environmental theme is also very important for the Bettoja Hotels in Rome (a national chain that includes three hotels: the Mediterranean, the Massimo d’Azeglio and the Atlantic) which, with a view to restructuring, have introduced a series of eco-sustainable actions starting with the complete elimination of plastic bottles from rooms and catering outlets. Moreover, today many important hotel chains are also making an additional effort to make their customers aware of various environmental emergencies. For example, Best Western in 2019 launched a campaign dedicated to cleaning the sea: for each stay in the group’s 170 hotels in Italy, the American hotel chain financed the purchase of four LifeGate Seabins, devices for sea cleaning; an initiative that is added to the existing objectives of eliminating
disposable plastic and reducing CO2 emissions in affiliated facilities. Hilton in the last months of 2019, in collaboration with Clean the World, launched the European soap recycling program, with the aim of reducing waste and helping communities in difficulty: the Hilton hotels in Italy and in another 16 countries in Europe will recycle more than 130 tons of waste each year, otherwise destined to be dumped, and they will make over 1.4 million new soap bars to be distributed to needy families. Instead, the French Accor looks to the arboreal heritage: over 30 Italian hotels of the brands Ibis, Novotel, Mercure, Sofitel, Pullman and MGallery participate in the “Plant for the planet” project. The initiative is part of Accor’s CSR program, Planet 21 – Acting Here, and specifically provides that the savings in laundry, generated in hotels by the responsible use of towels by customers, are destined for reforestation projects. As many as 11 thousand trees were planted during the last campaign in the Italian regions of Calabria and Friuli Venezia Giulia. Finally, the 53 Italian hotels of the NH Hotel Group also participate in the commitment undertaken by the Spanish chain to reduce carbon emissions by 20% in all its activities, by 2030. THE LANDSCAPE SYSTEM We have seen how sustainability in many urban structures, belonging to international chains, is accompanied by concepts of responsibility and transparency, principles which become even more important when the structure is situated in a unique yet fragile Italian environment. In Sardinia, the 5-star Valle dell’Erica of Santa Teresa Gallura of the Delphina hotels & resorts collection, was crowned “Europe’s Leading Green Resort” that is, the best green resort in Europe in 2019. Considered a dream resort for the natural paradise in which it is located (in front of the Archipelago of La Maddalena and the Bocche di Bonifacio), it has always had a close bond with nature: inserted in a 28 hectare park, it enhances biodiversity with the choice of native plants and local essences, which require less water, while inside the grounds only the use of electric cars, recharged on the spot, is allowed. This award represents a milestone for the Italian chain (which has 12 hotels, 25 residences and villas in Sardinia) which has long been equipped with an internal “We are green” protocol promoting the good practices adopted by the structures regarding design, management and promotion. Social responsibility and the support of the territory also plays a fundamental role through the use of goods made by Sardinian companies for furnishings and decor, the promotion of cultural events and excursions that enhance nature, history and archaeology.
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The Aqualux Hotel in Bardolino, on the Veronese side of Lake Garda, was awarded the title of “Green Resort 2019” (recognition awarded within the Weekend Premium Award event), for a series of actions put in place, from design to management, for which led him the prestigious ClimaHotel certification was awarded: the use of biocompatible construction materials (the wood forms the 100% green framework of the hotel, stone and glass are also used), natural soundproofing of the rooms, use of renewable energy and use of management software that controls energy and water consumption reductions. The green soul of Aqualux is reflected in the simple design and in the presence of natural elements that become part of the architecture such as the cascades of plants on the walls, the hanging gardens and the water of Aquaexperience: eight swimming pools in addition to water courses, areas dedicated to swimming, hydro and aeromassage stations, a saline pool dedicated to relaxation. In Sicily there is another beautiful structure designed with particular attention to the environment, the Verdura Resort in Sciacca of the Rocco Forte Hotels group, which adopts various eco-compatible solutions: from the photovoltaic system to the water recycling systems for watering the golf courses. The Verdura Società Agricola is also part of the 230-hectare resort with 2,000 olive trees, 3,000 orange trees, 250 almond trees, 150 prickly pears, 120 pomegranates, 50 lemons, and 2,600 square metres dedicated to the organic vegetable garden. The farm’s products are collected daily and used in the dishes offered by the four restaurants of the resort. From southern Italy to the far north, in the Dolomites, where the Adler Lodge Ritten, part of the Adler Spa Resorts & Lodges group, is designed to fit perfectly into the environment, a few kilometres from Bolzano: a green, Klimahouse Nature certified structure built with bio-building techniques, with natural materials, such as wood, and eco-compatible architecture. Last but not least, on the shores of Lake Como, Il Sereno Lago di Como, a five-star hotel awarded with a Michelin star in 2017, in 2019 received the ClimaHotel Certification for its energetic efficiency and sustainability, and for the very low environmental impact of its buildings. FOOD IS ETHICAL Finally, it is impossible to talk about the Italy of events without talking about food. If today the trend is to use local and seasonal products, the rediscovery of traditional dishes and the introduction of new cooking styles attentive to the needs and cultures of the individual participants in an event, the truly innovative element in terms of sustainability is called Food for Good. It is a program where surplus food from events
is collected by Federcongressi&eventi in collaboration with the Banco Alimentare Onlus (organisation that pursues aims of social solidarity through the redistribution of surplus food) and Equoevento (the first organisation in Italy to deal with food waste in the event sector): the project is simple, through Banco Alimentare and Equoevento, Federcongressi connects the managers of the catering company with the non-profit organisation of the territory where the event takes place, so that it can collect excess food at the end of lunch or dinner. The food is then delivered to charitable bodies (family houses, canteens for the poor and refugee centres). Food for Good, set up in 2015, last year was included among the best practices on the EU Platform on the topic of food waste (EU Platform on Food Losses and Food Waste). The Platform was established by the European Commission as part of the EU Circular Economy Action Plan in order to identify, share and develop solutions to reduce waste in the food supply chain so as to help achieve the Sustainable Development Goal to halve food waste by 2030. Food for Good is an ethical way to say stop to food waste in events: it is calculated that 30% of excess food is prepared on average and that 20 kg of food recovered from an event of 100 guests can feed about 40 people. 2019 was a very successful year for the project, which to date has collected more than 140,000 ready meals and 7,500 kg of bread and fruit, as stated by Alessandra Albarelli, president of Federcongressi&eventi: «The project, whose success this year has even reached the Pope’s ear, today includes not only the meeting industry, but all events such as concerts and sporting events. The Cortina 2021 World Championships have also joined the Food for Good protocol. Recognition from the European Commission and the Pope are great awards for a completely made in Italy solidarity project!».
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MICE and motors, a wedding made in heaven From the world of cars and motorbikes to the MICE universe: there are more and more manufacturers of motors that provide factories, museums and circuits for events, with an increasingly complete and engaging offer of activities ANDREA MATTEUCCI AND SIMONA P.K. DAVIDDI
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veryone knows that Italy is famous – above all – for four things: art, fashion, good food and motors. In this article we want to focus on the latter, exploring all (or almost all) the possibilities that the great Italian car and motorbike brands offer to the international meeting industry. The place to start is Emilia-Romagna, a region nestled between Lombardy and Tuscany, in the central-northern part of the Peninsula, the land of cars and
motorbikes par excellence: in fact, the main manufacturers are based here, in such a concentration as to merit the area the name of “motor valley”. These companies have for several years been opening their doors not only to visitors and enthusiasts, but also to professionals from the MICE world, discovering a professional synergy that suits them both, with obvious image and economic benefits. They offer museums, interactive initiatives and locations for business events, but also circuits and factories able to adapt to the needs of small companies as well as large multinationals, with fascinating and sometimes adrenalinepumping tailor-made proposals. So let’s rev-up the engines and start to discover the legendary places where the
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famous Italian motors are born, in MICE theme, of course! Let’s begin with world famous iconic brand, Ducati: bikes with an unmistakable line, sporty and elegant at the same time, as is the location of the company in Borgo Panigale, in the province of Bologna: a modern and refined structure, with ultramodern, almost futuristic architecture. The auditorium and its museum can be booked exclusively for top level corporate events which, of course, also include guided tours of the factory, the heart of the motorbike company. The museum’s web-app offers an immersive experience among the centaurs of the motorcycle manufacturer, enriching the visit with audio, images, videos and additional information, while a special interactive laboratory will allow you to discover – hands on – the physics principles underlying the design of a Ducati. LAMBORGHINI BLACK OR... From one icon to another: the famous Lamborghini car manufacturer is also situated in Bologna. Its museum in Sant’Agata Bolognese, recently renamed Mudetec, Museum of Technologies, housed in one of the old Lamborghini factories, was restructured with a high-impact industrial redevelopment intervention and is available for private events and business meetings, as well as for guided tours, including the production lines. The legendary brand also offers the meeting industry a second location of great appeal, the Ferruccio Lamborghini Museum, in Funo di Argelato, in the province of Bologna: located inside the 9,000-square-metre Forum Tonino Lamborghini, it also houses a book shop and five different spaces for events from which you can admire the entire collection of cars, tractors, offshore motorboats and even helicopters; exclusive guided tours, corporate events, incentives, high impact gala dinners, unforgettable conventions, exhibitions and meetings are among the possibilities offered by the location and all can be tailored to suit individual needs.
… FERRARI RED? Just a few kilometres down the road and you arrive at Maranello where the headquarters of Ferrari is located, a short distance from the city of Modena. A guided tour inside the factory – which includes a tour of the Fiorano track, where the test drives have taken place since 1972, the Cittadella Ferrari and the buildings designed by Renzo Piano and Massimiliano Fuksas – is already an exciting experience, but a made-to-measure meeting, conference or gala dinner set up inside the elegant rooms of the exclusive museum of the car manufacturer is an elite experience, of high impact and highly memorable. The Ferrari team however offers two team building experiences that go even further, for total involvement that sees the visitor as an active player, for MICE people who want to breathe the atmosphere of Formula 1: the “Pit-stop Experience” which allows you to dress as a mechanic and change the tyres on a Formula 1 car, and the “Ferrari Simulation Experience”, the experience of a Grand Prix thanks to a professional Ferrari simulator
© FERRARI S.P.A.
On the opposite page, the Ferrari “Pit-stop Experience” allows you to dress as a mechanic and change the tyres on a Formula 1 car. On this page above, the Ducati Museum can be booked exclusively for top level corporate events; centre, a dinner among Ferrari cars; left, the Ferruccio Lamborghini Museum, in Funo di Argelato, in the province of Bologna
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Above left, the Dallara Museum; right Stanguellini is a real legend for racing cars; below, Pagani Automobili builds ultra-luxury sports cars (one above all: the legendary Zonda)
that reacts in a realistic way to the road surface and has high sensitivity acceleration and braking. Before boarding, you receive a briefing from a driver or technician who explains how to use the gearbox – F1 cars have levers behind the wheel – and which gears to use in the most difficult parts of the circuit, which you can select from the most famous tracks in the Championship. In short, an engaging and rewarding driving experience, perfect for a team building activity different from the usual, and which can later be posted on social networks in search of likes. And that’s not all: in addition to the Maranello headquarters, the Enzo Ferrari Museum in Modena is worth a visit, not only to admire the futuristic shape of the structure – a huge yellow car hood – but also for the prototypes on display and to discover the roots of the myth: here, in fact, the mechanical workshop of Alfredo
Ferrari, Enzo’s father, was located – and can still be visited. Dinners and corporate events can be organised for the meeting industry in the halls of the museum or in the bright spaces of Giallo Modena, the museum’s café-restaurant. FOR CONNOISSEURS ONLY Along with the big brands of cars and motorbikes that have become real icons at an international level, there are other companies, perhaps less famous to the general public but equally important for fans of the automotive segment, true symbols of Made in Italy excellence and craftsmanship, which have also opened their doors to business events looking for hands-on experiences. Dallara’s history dates back to 1972, and is a story of niche car production (two models above all, the Miura and the X 19, not to mention the Indycar and Le Mans prototypes) but above all of sporting success. Its headquarters, in Varano de’ Melegari, near Parma, houses the museum with the cars that have made the history of the brand on display. You can visit the factory and its production line and there is an auditorium that can accommodate up to 370 people. Management’s desire to involve business guests led to the setting up of the Dallara Academy. This offers a variety of services, including a training activity dedicated to groups that explains, through interactive experiments, the physical laws that are at the base of the world of motorsport and car racing. The activity takes place in three different teaching rooms dedicated to aerodynamics, vehicle dynamics and composite materials, the participants learn together and then challenge each other, in opposing teams, to build a virtual car ready to race on the track: as the matter of fact, the participants learn not only about the history of the company,
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Ferruccio Lamborghini Museum is an iconic and multifunctional venue for events of all type. 5 multi-purpose meeting and event rooms are suitable to host from 50 to 1000 attendees. S.P. 4 Galliera, 319 - 40050 Funo di Argelato (BO) Italy - Tel. 051 863366 - event@museolamborghini.com - www.museolamborghini.com
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FERRARI AND LAMBORGHINI: STORY OF A DISAGREEMENT There is an interesting anecdote about the birth of Lamborghini as a car manufacturer, which seems to be linked to a famous disagreement between Enzo Ferrari (the “father” of the Prancing Horse) and Ferruccio Lamborghini. The latter was a famous industrialist who made his fortune after the Second World War by building tractors and owned numerous Ferraris. However, he was not fully satisfied with the functioning of the transmission in the Ferrari 250 GT, and so he went directly to Enzo Ferrari, to complain and give him advice. Ferrari, irritated
Above, the Ferruccio Lamborghini Museum houses five different spaces for events from which you can admire the entire collection of cars, tractors, offshore motorboats and even helicopters; right, the Umberto Panini Collection is a private collection which over time has brought together all the cars produced by Maserati, from the first specimens to the present day
by the fact that a customer wanted to teach him how to build a sports car, reacted by saying «What would a tractor manufacturer know about cars?». Lamborghini, noting that the transmission in question was the same one he used for his tractors, decided to start building a car that was perfect. Lamborghini Automobili was born on 7 May 1963 in Sant’Agata Bolognese. International recognition came with the Miura model, one of the first back-wheel drive cars, which soon became an icon of the house, remaining in production for over 7 years.
but also experience the construction of a racing car from the initial idea through to the final model. Also in Emilia Romagna, in San Cesario sul Panaro, near Modena, Pagani Automobili builds ultra-luxury sports cars (one above all: the legendary Zonda) intended for a niche of enthusiasts loyal to the company’s brand. The company is named after its
visionary founder, the Argentine Horacio Pagani and the museum houses its entire production, traces its history and has guided tours that also include the factory and production line. A hundred people, mainly linked to high-level professional sectors, can be hosted here for meetings, conferences and product presentations. You don’t have to go far to get to what is still one of the most famous brands of racing cars of the past: Stanguellini is, especially for older motor enthusiasts, a real legend for racing cars. Its museum in Modena houses its entire history, made up of hundreds of victories in important competitions such as the Mille Miglia, the Vanderbilt Cup, the Targa Florio. In addition to the cars, the equipment used for the construction and servicing of the cars is also exhibited, along with historic engines, accessories, photographs, magazines and advertising material of the time. A heritage of history and uniqueness that is an original and exclusive venue for meetings and private events for up to 100 people. Staying in the vicinity of Modena, in Cittanova, there is the Maserati museum, the famous trident car brand. The Umberto Panini Collection is a private collection which over time has brought together all the cars, from the first specimens to the present day, produced by Maserati. In addition to the historical value, the particularity lies in the career of the museum’s founder: Umberto Panini, in fact, is famous in Italy for having created the most important collectible figurine company and for having set up an organic farm, particularly attentive to the protection of local produce. So the food here is soughtafter and, above all, kilometre zero. FROM THE LOCATION TO THE TRACK For the meeting industry in search of high-adrenaline events and for those who are not satisfied with admiring the cars but want to test their speed and performance on the track, there are a series of racetracks, with different options, open to the MICE sector. These include the famous and
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IMAGINE THE PERFECT AUTOMOTIVE EVENT
SUCCESSFUL AUTOMOTIVE EVENTS START HERE Over 2000 automotive events proudly hosted last year! Discover your next venue here:
automotive.nhhgdevelopment.com/html groups.it@nh-hotels.com
• From showcasing new car launches inside and outside to hosting high performance meetings. • High ceilings, private parking, direct motorway access, test drive, full buy-out and much more. • Over 50 hotels in Italy to choose from to create your own memorable automotive event.
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BEYOND MOTOR VALLEY
We leave Emilia-Romagna to move the spotlight to two other Italian automobile brands, Alfa Romeo and Fiat and to two regions, Lombardy and Piedmont. Alfa Romeo, in fact, has recently renovated the historic Arese headquarters (a stone’s throw from Milan) and has given a new layout to the futuristic museum, with a collection of the historic and modern cars which have created the Alfa Romeo legend, on six floors divided into seven spaces, where 800 people can be accommodated for cocktails and events and 450 for conventions or gala dinners. A few kilometres from Milan, there is another Alfa Romeo museum: the Fratelli Cozzi Museum in Legnano, which houses a rich collection of cars, from 1950 to the present day. This is another special location with a great scenographic effect for professional events and gala dinners, and also for team building activities which are organised around two main elements, the kitchen (with real competitions between teams engaged in the preparation of dishes, starting from raw materials, generally Slow Food
approved) and the famous Lego bricks: the “Lego Serious Play” activity is a truly emotional experience with a high level of involvement. Instead Turin is the home of Fiat. Here you can visit the Mauto, the Automobile Museum, with a collection of about 200 cars of 80 different brands with a congress centre inside – the Auditorium is able to host up to 400 delegates – with halls and exhibition spaces of different capacities. The Fiat Lingotto factory also reserves surprises for Mice participants: the ex-factory, in fact, renovated by Renzo Piano, as well as hosting shops and restaurants, has an auditorium with up to 2,000 seats and the Pinacoteca Agnelli (the founding family of Fiat). The factory also boasts something unique, a test track on the roof, dating back to 1919, about a kilometre long and used to test the cars they produced. The track, accessible to the public, is made even more suggestive by a glass “bubble” that houses a meeting room and offers an unrivalled view of the city and the Alps.
exciting, Imola (Modena) track, where you can organise meetings and presentations, enjoy convivial moments in the welcoming Hospitality Vip Lounge and then test yourself on the track with driving tests and team building activities behind the wheel of powerful cars. The Misano racetrack, not far from Rimini, also welcomes the meeting industry – it has four customisable and flexible rooms from 50 to 300 seats – for conferences, gala dinners and meetings, while safe driving and sports driving courses, as well as free speed tests in dream supercars such as Ferrari, Porsche and Lamborghini, can be organised on the track. Moving on to the famous Monza circuit yes, the Formula 1 World Championship one! – events and meetings organised in the various versatile spaces can be combined with activities on the adrenaline-pumping racetrack in Formula 3 or Formula 1 cars. In Monza it is also possible to board GT cars driven by professional drivers and experience the thrill of a breathtaking lap of the circuit, or try your hand at real pit stops at the race pits, with tyre change included – where the team collaboration is fundamental, or even embark on time trials in a speeding Lotus, complete with awards and podium. SPECIALISED AGENCIES In Italy there is no shortage of locations, factories, museums and tracks linked to legendary motors, and neither is there any shortage of DMCs and incentive houses specialised in activities related to the automobile brand sector. Pushstart, for example, was founded in 2009 in Maranello, the home city of Ferrari, and specialises in road and track luxury test drives in Ferrari sports cars. The fleet is owned, and the offer, ça va sans dire, includes programs designed ad hoc, personalising and adapting resources down to the finest detail. Amazing Italy in Bologna also uses the automobile heritage of Emilia Romagna (11 corporate museums, 19 private collections,
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four prestigious international circuits, six specialised training centres, 188 sports teams) as a starting point to propose incentive and team building activities, which range from driving experiences on the track and on the road to tours in vintage cars and motorcycles, and from visits to historic places and memorabilia to fascinating tours of the legendary companies and their production lines. “Highly emotional experiences”: this is the claim of Modenatur, an agency in Modena that has always built customised products based on the needs of business clients. What makes these tours special is the mix of motors, food and art, to involve guests as much as possible. So a day on the track in a sports or vintage car is followed by a private concert in the house (now a museum) of the famous tenor Luciano Pavarotti, or a factory tour can be enriched by an exclusive dinner in a vinegar factory, where traditional balsamic vinegar ist made. A food and wine tour can become an opportunity for
a trip in fascinating vintage cars through the Emilian hills and can end with a team building cooking course led by important chefs, followed by a dinner “with a view”, during which the chef introduces customers to all stages of preparation. Or, guests can relax at the Salvarola spa with beauty treatments based on local wine Lambrusco or Vignola cherries. Finally, Ruote Da Sogno, in Reggio Emilia, does not just organise exciting tours by combining cars and food but also has a show store: a location designed to host unique events in a large versatile and modular space where the peculiarities of food & motor valley are enhanced with food and wine itineraries involving the best local catering and the nouvelle vague interpretations of starred chefs who make unique dishes in the transparency of the crystal kitchen: a crystal aquarium for live show cooking during the events – all surrounded by precious vintage and nonvintage cars and motorcycles.
Clockwise from left: the Fratelli Cozzi Museum; Pushstart is specialises in road and track luxury test drives in Ferrari sports cars; an event organised by Modenatour; Ruote da Sogno is a location designed to host unique events; the Fiat Lingotto factory boasts something unique: a test track on the roof, made even more suggestive by a glass “bubble” that houses a meeting room
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An action-packed 2020
Culture, sport, music and art. In the following pages, we bring you a round-up of the most important dates and exciting events happening across the Peninsula throughout 2020 ANTONELLA ANDRETTA
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ou don’t need a reason to organise events in Italy, one of the world’s most popular MICE destinations, nonetheless it’s useful for everyone, especially events planners, to have an idea of all the dates, events and opportunities that should be included in a program. This applies to interesting post-congress events, or as ideas for incentives around which you can plan trips and develop itineraries. Let’s begin with the most important year-long cultural event of 2020. Parma, a beautiful city in Emilia Romagna, was named Italy’s Capital of Culture for 2020. Located just a couple of hours’ drive from Milan, Parma is well connected and can also be reached via its own airport, the Giuseppe Verdi hub. Although it’s a destination that’s usually off the beaten tourist track, it has a
lot to offer, and is well worth discovering. As with Matera, the 2019 European Capital of Culture, we’re convinced that this event will give Parma the visibility it deserves – it’s interesting to note that only a year ago, few people knew about the existence of Matera, which has now become an increasingly
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popular tourist destination. The program, developed by the organisers for Parma 2020, is rich and diverse. The action-packed events calendar will feature more than 400 events including performances, exhibitions, meetings and concerts, with events dedicated to Giuseppe Verdi and Arturo Toscanini, who were both illustrious citizens of Parma. Although many of these will be held in traditional, well-established locations such as the Teatro Regio, the Complesso Monumentale della Pilotta, the Teatro Farnese and the Auditorium Paganini, others will be organised at numerous locations across the city – which plan to open their doors to host more than 200 events –, in streets, enlivened by tournaments and games, at workshops, and in parks. The events will also serve as an opportunity for some restorations, which will return several important monuments to their original splendour by the end of the year. These include San Francesco del Prato, a Gothic church which was also used as a prison over the centuries. In addition to being named a Creative City of Gastronomy by Unesco, Parma is the capital of the Food Valley, home to Parma Ham, Culatello (a prime-quality cold cut) and Parmigiano Reggiano. It is also the birthplace of Barilla and several other companies that have made Italian gastronomy a symbol of goodness and quality. Thus, the events program will feature numerous events dedicated to food, including, “La cena dei mille” on 8 September, when the city’s historic centre will be transformed in a gourmet restaurant under the stars. Finally, in addition to Parma, Reggio Emilia and Piacenza, two cities, located just a short distance from Parma, are also well worth discovering. These, plus the entire area that comprises the three provinces, will also host numerous events.
THE CENTENARY OF FEDERICO FELLINI Let’s remain in the region of Emilia Romagna for another event that will be celebrated in great style by the municipality of Rimini. The centenary of the birth of internationally renowned director, Federico Fellini, falls in 2020. The high point of this commemoration, scheduled to take place at the end of 2020, will be the opening of an international museum dedicated to his work; a project that encompasses piazza Malatesta, Castel Sismondo (one of the symbols of the city) and the Fulgor Cinema, a beautifully restored theatre in the centre of Rimini, where Fellini saw his first films, and which became an integral part of his dreamscape. The opening will be preceded by another important event, the travelling “Fellini 100 and La dolce vita exhibition”, which opened on 14 December 2019 at
From Fellini to Raphael, to Parma, named Italy’s Capital of Culture: 2020 in Italy will be full of anniversaries to be celebrated with exciting events. Above left, the Teatro Regio (Royal Theatre) in Parma; right, the Fulgor Cinema in Rimini, where Fellini saw his first films; below, the new museum dedicated to Fellini’s work will open in Rimini at the end of 2020
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Castel Sismondo. After Rimini, the exhibition will continue on to Rome (from April to June 2020), before beginning an international tour with exhibitions in Moscow and Berlin. The exhibition anticipates the project of the new Fellini Museum, and will feature a selection of unpublished material, including a section from the Fondo Nino Rita, containing material associated with the 15 films on which the famous composer and Fellini collaborated, and also unique items like the very first screenplay that would later become “Amarcord” (titled “Il Borgo” in the first draft), and the screenplay of “Otto e mezzo”, owned by Lina Wertmuller, the film’s assistant director.
In 2020 the whole Peninsula transforms itself in a stage to host concerts, sports matches, and cultural events. Above left, Urbino, the city in Umbria where Raphael was born; centre, Castello Sforzesco in Milan has a room frescoed by Leonardo da Vinci, Sala delle Asse
FROM RAPHAEL TO PAUL MCCARTNEY 2019 was the year that marked the celebrations of the 500th anniversary of the death of Leonardo da Vinci, whose echo will continue to resound in 2020, with the extended opening, in Milan, of the Sala delle Asse, a room frescoed by Leonardo at Castello Sforzesco. Since May 2019, the date of the special re-opening of the Sala, more than 200,000 visitors have admired Leonardo da Vinci’s work, and participated in the initiatives associated with the “Leonardo Mai Visto” (“A never-seen before Leonardo”) program at Castello Sforzesco. In view of this huge success, the City of Milan has decided to extend the opening of the Sala delle Asse and related initiatives until 2020. And there’s more. In December, the “Nuove Gallerie”, the largest permanent exhibition in the world dedicated to Leonardo da Vinci, were opened in Milan: 1,300 square metres at the National Museum of Science and Technology featuring 170 works and 39 multimedia installations dedicated to the life of the great Renaissance genius. Another important artistic anniversary, the 500th anniversary of the death of Raffaello Sanzio, another famous master of the Italian Renaissance, also falls in 2020. Numerous events designed to celebrate the works of the famous artist will be held in both Urbino, the city in Umbria where Raphael was born, as well as throughout the rest of Italy. But painting is not the only art form attracting visitors this year. 2020 will also be a good year for music with numerous not-to-be missed concerts. One of these is a concert by Sir Paul McCartney, scheduled to be held on 10 June in Naples in the magnificent piazza del Plebiscito. This internationally acclaimed show will enhance the city’s
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prestige and give it visibility. A second concert of the well-loved former Beatle will be held in Lucca on 13 June. Another eagerly anticipated event in Tuscany is a date with Andrea Bocelli and his “Teatro del Silenzio”, on 24 July: a concert/event that will transform the countryside of Lajatico (in the province of Pisa), the birthplace of Andrea Bocelli, into a world capital of music. The only other Italian date of the famous Italian tenor will be held in Marostica (Vicenza) on 16 September.
Olympics. Milan has already earned its stripes with Expo 2015, and we are certain that the city will outdo itself again with this sensational event, that will see Milan teaming up with the “Pearl of the Dolomites”.
ROCK AND SPORT? LET’S DO IT! Finally, these are another three dates to mark down in the calendar of must-attend events: the first is Firenze Rocks, by now established as one of Europe’s key festivals. This event brings the stars of international music to the stage of the Visarno Arena (located inside the Visarno Hippodrome, in Florence’s Parco delle Cascine). This year, on 13 June, the Red Hot Chili Peppers will grace the stage that hosted big names like Aerosmith, Guns ‘N’ Roses, Eddie Vedder, Foo Fighters, Ozzy Osbourne, Iron Maiden, System of a Down, Tool, The Smashing Pumpkins, Ed Sheeran and The Cure, in previous years. On 6 November, it will be the turn of Green Day. The second event is the Uefa Euro 2020 matches which will be hosted in Rome on 11 and 12 July 2020, with the four matches of the European Football Championship. The third is none other than the Six Nations Championship, the annual international rugby union competition between the teams of England, France, Ireland, Italy, Scotland, and Wales. Two of the matches will be played in Rome at the Stadio Olimpico (Olympic Stadium). Italy will play two home matches (vs Scotland and England), on respectively 22 February and 14 March. To top it all, start blocking your calendars for the mega event of 2026: the Milan-Cortina
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MADE IN ITALY
The great beauty
Among Italy’s numerous art forms, craftsmanship is one of the most diverse, which offers both an opportunity to shop for souvenirs, and an option for interesting post-congress activities and unforgettable incentives LUCIANA FRANCESCA REBONATO
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uality and originality. Human talent and creativity, craftsmanship in Italy boasts a tradition whose origins date back to the dawn of civilization. An Italian artisanal product is not merely an object, but is a combination of history, tradition, passion and dexterity that is shown in the creativity of artisans, who produce unique, inimitable objects. Italy is renowned for its remarkable offerings, which embody ancient techniques and manual skills. The interpretations of these creations have become an expression of the places where they are created. They are the “stars” of post-congress activities and incentives, an “elixir” of experiential learning. Recognizing, appreciating, and even creating them firsthand in workshops renowned for their savoir faire and uniqueness is a great
way to achieve personal satisfaction. Let’s take a tour of the Peninsula from north to south for a full immersion into the world of traditional crafts in search of mementoes to give to congress participants and delegates, and workshops and “botteghe” where, in addition to learning about the most unique working techniques during post-congress activities, you can also try your hand at making artistic creations, for a memorable team building experience. WOOD, CREATIVITY AND HARMONY In the North, in the Alps, and listed as a UNESCO World Heritage Site, Trentino welcomes the MICE industry. More specifically, our destination of choice is Val di Fiemme and its expanses of red birches, known as the “forest of violins”. This area captured the heart of Italian master luthier , Antonio Stradivari, who would go to the Paneveggio forest – its true geographic name – to purchase century-old red birches, whose wood, renowned for its acoustic characteristics, provided the ideal material to make sound boards. The reason for the
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poignant sound of Stradivari violins lies in the wood from which they are made; today, participants at MICE events can watch the working process involved in making stringed instruments, both in Trentino and, of course, in Cremona, Stradivari’s charming hometown not far from Milan. This is a great opportunity to learn about the ancient secrets of their history, the choice of materials used, and the contemporary manufacture of flawless violins. The Valle d’Aosta also boasts several other mountain settings that act as backdrops to MICE events and the crafting of wooden artefacts. From wooden goblets to “friendship cups”, tradition becomes synonymous with conviviality, encompassing the essence of the region in one single object. The most iconic and traditional items include the “grolla valdostana”, a strange wooden goblet that was fashionable in the early Middle Ages, and was used at castles in the area on special occasions. On the subject of convivial toasts, the star of the show is the “friendship cup”, used on cold winter days to drink Aosta Valley coffee, an alcoholic beverage with an intense flavour, made with hot coffee, laced with grappa, cognac, spices and citrus rind. MICE attendants can learn to make this unusual object which should, traditionally, have as many spouts as the people participating in the celebration. The cup should be passed from hand to hand, from the oldest to the youngest, without ever being set down on the table. A great way to bond!
BRIAR, PAPER AND RAFFIA If there’s a single home of pipes in the world, it’s Lombardy and more specifically, the province of Varese. At the end of the 19th century, several artisans began to specialise in the manufacture of briar pipes, giving birth to a tradition that is even more popular today, thanks to the rediscovery on a large scale of this niche market. The pipes, crafted in precious briar, assume different appearances based on the working techniques involved. One hundred and fifty possible processes, resulting in a variety of shapes, exist. These include combed, grooved, polished and sanded pipes, as well as pipes decorated with inlays. In these times of mass production it is particularly meaningful to own a unique, handcrafted memento. The tradition of pipes manufactured in Varese has remained unchanged over time, thanks to the artisanal workshops that have always remained true to their values, including that savoir faire and artistic sensitivity, which An Italian artisanal product is not merely an object, but is a combination of history, tradition, passion and dexterity that is shown in the creativity of artisans, who produce unique, inimitable objects. Left, Ischia is famous (also) for its bags, baskets, hats and fans made of raffia
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handmade Amalfi sheets of paper has been developed; a great idea, serving as a reminder of a gala evening. Ischia, known as the “Island of raffia”, is also located in the region of Campania. In addition to its other treasures, Ischia is a go-to destination for the MICE industry due to its exquisite craftsmanship. Thanks to the numerous workshops and “botteghe” found in Lacco Ameno, Forio and Casamicciola Terme, visitors can discover the secrets involved in the manufacture of raffia baskets, fans, bags and hats. The techniques, skill and creativity used by different artisans make each object an authentic masterpiece.
may be followed by a tour of the Pipe Museum in Brebbia. Fabriano, a small town in central Italy, located in the Marches, in the province of Ancona, is also renowned for its traditional high-quality paper, produced according to sophisticated, ancient techniques. It is the historic Italian capital of handmade paper, and home to the Paper and Watermark Museum. Another area renowned for its artisanal paper making since 1231 is Amalfi (Salerno, Campania), which also boasts a Paper Museum located in the heart of the Valle dei Mulini (Valley of the Mills). As a secondary activity, in Castel San Giorgio, located in the province of Salerno, a technique that allows you to obtain photographic prints directly on
ARTISTIC CERAMICS The artistic ceramics of Faenza, a town located in Emilia Romagna, are so famous that in the vernacular of much of Europe, the name of the city has become synonymous with majolica. Vestiges of this activity, which has been practiced for the past eight hundred years, can be found in the local International Ceramics Museum, and in the streets of the historic centre, where more than sixty workshops produce vases of all shapes and sizes. Other areas renowned for the production of ornamental ceramics include Mondovì in the region of Piedmont, Castellamonte (Turin), whose artefacts are mostly created for domestic use, and the town of Albisola in the province of Savona, Liguria, where the tradition of artistic ceramic-making has continued to flourish for over eight centuries. Capodimonte, a town located on the outskirts of Naples, in the region of Campania, is renowned for its exquisite porcelain, several examples of which date back to 1739. Nowadays, in addition to porcelain, it is also famous for its ornaments and figurines. Another must-visit destination for lovers of signature ceramics is Caltagirone, a lively Baroque town in central Sicily. In addition to the Regional Ceramics Museum, Caltagirone boasts a 142-step staircase, embellished with decorative majolica that has connected the upper part of the city to the district of San Giacomo since 1602. In Sicily, the local tradition of decorative ceramics continues to flourish in Sciacca. While strolling through its centre, you can visit the workshops of various ceramic makers, each renowned for their own creative style. In Tuscany, and more specifically in Montelupo Fiorentino and Sesto Fiorentino (Florence), the production of decorative plates, mugs and vases, featuring decorations inspired by the historic manufacturers of Doccia, continues to thrive, while in Veneto Nove, Bassano del Grappa (Vicenza) and Este (Padua), an industry focusing predominantly on mugs, vases and ornaments has been successful since the 16th century.
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BLOWN GLASS, CRYSTAL AND ALABASTER One of the most notable symbols of Made In Italy craftsmanship is Murano glass (Venice and the Veneto region). This is an ancient tradition dating back to 1295. Almost all the furnaces located on the Island of Murano are accessible to MICE attendants who, in addition to learning about the mysterious workings of blown glass, can also visit their beautiful showrooms. Before making any purchases, and in order to discover more about this ancient art, we strongly recommend a tour of the Glass Art Museum which has been hosted in Palazzo Giustinian since 1861. Furthermore, glass blowing in teams is also a great team building activity. The creation of finished products can take from a few minutes to several hours. Alternately, in Tuscany, it’s all about the crystal of Colle Val d’Elsa (Siena), also known as the “Bohemia of Italy”. After focusing on the development of the green blown glass used to produce typical Tuscan, strawcovered flasks, the town’s artisans began to adopt more elaborate working techniques, involving the substitution of glass with crystal, worked by skilled engravers. The town’s furnaces and glass factories, which have been operational since the 15th century, have made this place a repository of the traditions of an ancient local art, while the Crystal Museum – the only one of its kind in Italy – houses crystal objects, tools of the trade, moulds and documents. An interesting fact: the objects produced in Colle Val d’Elsa have often been featured in films. For example, in “Blade Runner”, you can see a glass created by a designer from Colle Val d’Elsa.
INCENTIVES AND LACE
Craftsmanship becomes art in workshops where lace is handcrafted according to ancient techniques. There are numerous destinations where you can trace the origins of this ancient tradition, witness the creation of modern-day lace, and purchase a signature object for yourself, or as a gift. The lace made on the Island of Burano, in Venice’s
Lagoon, is famous throughout the world. The Island pays tribute to this centuries-old tradition at the famous Lace Museum of Burano located in the rooms of the island’s historic “Lace School”, founded by Countess Andriana Marcello in 1872. Puglia is renowned for an unusual embroidery-making technique known as “chiacchierino”, an ancient art, whose centre of excellence is located in Conversano, in the province of Bari. The fine weft of the exquisite lace of Cogne (Valle d’Aosta) tells the story of an ancient art that dates back four centuries, specifically to 1665. The width of lace varies according to the number of bobbins used. The greater the number of bobbins, the wider, and more exquisite the lace. Apropos bobbins, historic documentation traces the ancient art of lace-making in Genoa, Liguria, to the early 16th century, when the city’s famous “rosettes” were among the most sought-after luxury items, used to edge ruffs and later collars. Lastly, and also particularly noteworthy is the precious “tombolo” (bobbin-lace) technique that is used to make lace in the village of Offida, in the Marches. Although this lace-making technique is gradually disappearing due to the complexity of the working process, it is still used to create exquisite lace doilies.
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From ceramic to leather, from coral to glass, Italy is renowned for its remarkable artisanal offerings, which embody ancient techniques and manual skills. Above, charming Volterra, in Tuscany
In addition to the treasures mentioned above, Tuscany is also renowned for the exquisite alabaster of Volterra (Pisa), featuring supple, luminous, transparent shapes. This famous local stone is one of the pillars on which Volterra has built its fortune. Compact and translucent, alabaster is lighter than marble, and so diaphanous that it imbues every object from which it is made with an aura of mystery. To learn more about it, MICE attendants can visit the town’s workshops and the Ecomuseum of Alabaster, dedicated to the history of alabaster in the area, and to the working of this stone which has been used since the Etruscan era.
the love for quality and a desire to create objects of lasting beauty. Hence, Florence’s famous artisanal workshops offer the MICE industry an amazing array of classic original items and styles, of all shapes and colours. These include belts, travel bags, briefcases, wallets, shoes, document holders, cigar holders and key rings, often inlaid with precious stones or gems. Several of the world’s most prestigious hotels purchase the accessories that adorn their rooms from these workshops. To recruit artisans, Florentine leather goods shops apply to the Leather School of Florence, an institution, established in 1950, housed inside the Basilica of Santa Croce. From supple leather to the lightness of coral. The MICE industry finds this in Alghero, in Sardinia, and in Torre del Greco in Naples, Campania, where the artisans who craft this precious red gold, make cameos that express their skill with sophisticated mastery. In Alghero, coral is an expression of culture and tradition, reflected in its name – its coast is known as the Coral Riviera – and emblem which features a branch of exquisite red coral growing on a rock. Alghero has recently promoted its candidacy as a “UNESCO Creative City” with the “Coral of Lights” installation on the San Giovanni tower.
LEATHER AND CORAL, ARTISTIC CREATIONS In Florence, the traditional working of leather has ancient roots, dating back to the era of the Medici dynasty. Past and present history lives on in
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In Torre del Greco, artisans and artists have been transforming the area’s red gold into works of art, jewellery and unique cameos since the 15th century. After watching the magic of the working process and purchasing a souvenir, MICE attendants can head to the Liverino Museum of Coral and Cameos where, in addition to a display of more than 1,000 pieces dating from the 16th century to the present time, they can admire the large 19th century shell depicting the history of the British Empire. This cameo, which is the largest in the world, took ten years to engrave.
that has been passed on for generations. Charming, unique mementoes! Here, MICE attendants can find everything from the traditional nativity scenes to objects that highlight the Neapolitans’ creativity and sense of irony, including statues, or rather caricatures, of politicians and trendy icons. Several artisans specialise in the creation of these sui generis shepherds. As soon as someone makes front-page news, they create a shepherd in his/her likeness, often highlighting some detail associated with the event that has made the person famous.
PUPPETS AND NATIVITY SCENES Craftsmanship in Italy is also recognised by UNESCO. One such example are Pupi (Sicilian puppets), an Intangible Cultural Heritage of Humanity, that allows MICE attendants to trace the puppet-making tradition in Sicily, and the area’s workshops. The richly decorated, carved puppets of Charlemagne and his paladins often require the work of more than one artisan: the carver who sculpts their wooden heads; the blacksmith who prepares the irons of their joints, the strings that move them, and their golden or silver helmets, armour, swords and shields; the tailor who dresses them in sumptuous, coloured garments, and the artist who paints the marionettes’ faces and the backdrops of puppet theatres. In addition to a tour of their workshops, participants can admire a rich collection of puppets at the Antonio Pasqualino International Puppet Museum in Palermo, and the Fratelli Napoli Puppet Museum and Theatre in Catania. We now move from the world of puppets to the world of figurines. And what figurines! In Italy, there’s a street in Naples, called via San Gregorio Armeno, where handcrafted nativity scenes take centre stage year-round. The street is home to the shops and workshops of artisans specializing in the art of nativity scenes and nativity-scene figurines. Real works of arts, based on skills, knowledge and a trade
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DIGITAL TIPS
Discover Italy from your devices Italy is an amazing country! How often did you hear that? If you choose our country for your event, this quick journey around the Net will be useful to know us better. Here are some websites, apps and podcasts we found out for you
ALESSANDRA BOIARDI content manager of Meetingecongressi.com
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f you choose Italy as a destination for your event there are plenty of information you might be interested in to better know the cities, to help your delegates moving around and to offer them the chance to live a true local experience. To do so, the Net might be an effective support in this case: everyone knows it’s a bottomless pit full of information and it’s often hard to surf around all the inputs that are offered by the websites, to trust them and save the precious time that very often the event planners are lacking. Let’s assume Italians love their smartphones, maybe too much: if your participants get around our cities or use the public transport they will soon realise it. According to the Global Digital Report 2019, that was drawn up by the agency We Are Social together with Hootsuite, we really like surfing the
social networks: there are more than 35 million active Italians who surf the social platforms, 31 million from their mobile phones. 98% use them on a monthly basis and three Italians out of four actively use them for more or less two hours per day. So don’t hesitate and use the instant messaging apps with us as well, for professional purpose also. In Italy WhatsApp is for sure the most popular one but more and more people are using Telegram too: according to the same report 87% of Italians use their mobile devices for their texting activities. That’s why we decided to make your things easier by writing a list of websites, Apps and podcasts that might be useful before you start organising your event, when you plan your experience and when you organise post congress initiatives and incentive travels in Italy. BEFORE THE EVENT: GETTING TO KNOW ITALY If you intend to know Italy from a bit closer, the first website we are suggesting is the Tourism National Agency’s one: you can find it at the address www.italia.it/en, in its English version. You can find all the tourist and historical information as well as some curiosities for each region and for each city within the regions. It is not a website designed to support the events’ planners but it enables you to get a general overview about what you can do, some tips according to the different topics you might be interested in like nature, culture, sports activities and so on. We suggest you to use it if you don’t know our country very well; the only flaw is the section dedicated to the news which is not very updated. Instead if you want to focus more on your job, the other website you can visit is the Convention Bureau Italia’s one. At the address www.conventionbureauitalia. com/en you can find a good overview and some information about Italy as a meeting destination and you can mainly have an idea about what the CB deals with in case you need this kind of support. We all know that the most important thing to do before an event is choosing the right location. So let us mention the
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website that is used in Italy by around 45,000 colleagues of yours each month: the venue finder belonging to our website www.meetingecongressi.com . You can find congress hotels, congress centres, historical houses and locations like museums and other non-conventional venues among which you can choose the most suitable facilities, as well as the agencies and the service providers to support you with the organisation of your events. What makes the difference between this website and the others is that it is tailored according to your needs: for each location – there are 3,200 facilities offering 14,000 rooms –, a detailed sheet is dedicated to the meeting spaces, the dimensions of the conference rooms, the additional services as well as the introduction of special offers that each facility directly promotes within its own technical sheet. Are you looking for a hotel in Rome for an event with 200 people, at least 150 bedrooms and two break-out rooms? You just need to consider these indicators and our venue finder will offer you a selection of all the most suitable locations. At the beginning of the year we have also added a new indicator thanks to which you’ll be able to search according to the type of setup.
THE CULTURE AROUND YOU We all know that Italy is the cradle of art so you might be interested in learning more about the most important monuments, get the right information about your cultural visits and read about the exhibitions that are on during your stay. To this purpose you can download the Viaggart app on
Above, use the QR Code to access to MeetingeCongressi.com and its useful venue finder
BY TRAIN Are your participants moving around by train and you want to be updated about the timetables, the destinations, the platform numbers and the possible delays? You can download the Trenitalia’s app to check the regional and the local trains as well as the high speed ones (Frecciarossa). This service is particularly useful since it enables you to check the train you are interested in by entering the train number or the route in order to know if your participants are going to be in time; moreover you can also reschedule a travel in real time. Regarding high speed travels you can also download the other Italian railway company, Italo’s app. From both apps you can book your trains and keep your e-tickets.
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by coach? By using the Fuori Casello app, your smartphone can frame the scenery around you and help you finding the closest restaurants thanks to the augmented reality. Eat Italy is the app designed by the writer Elisabeth Michilli who took advantage of her experience in Italy to write useful tips about bars and restaurants located in different cities, from Milan to Naples, from Rome to Venice.
your smartphones or you can suggest your delegates to do it. By means of the geolocation tool you can find museums and other things to do around the place you’re staying in. THE ITALIAN-STYLE GAMIFICATION Playtrip is a made in Italy app dedicated to a project of digital publishing which enables users to create a story related to different routes; after each story has been checked by the editorial staff, it is published in the App’s bookstore and it can be read by the other users (upon payment) who can discover different routes through original stories according to the smartest gamification idea, like a videogame. A nice idea to offer your delegates a different experience. AT THE TABLE We know events are generally organised much in advance but what might happen if you had a little setback and you had to stop at a restaurant during your journey
FITNESS AND BEAUTY Apps also enable you to deal with your participants’ well-being: for instance they can book their personal trainer from their smartphone by using the app Hoopy.it. It was designed by two Italian women, mums and professionals who have a little free time at their disposal but they really want to take care of themselves so this app enables to book yoga, pilates, boxing, indoor and outdoor running classes in the hotel you are staying or in a nearby park, for groups of participants as well. The app Treatwell enables delegates to book the beautician, the hair-stylist, a massage or a manicure on the last minute by geolocating the shops closest to the hotel or the congress centre. LEARNING ITALIAN BY USING THE PODCASTS Would you like to learn Italian before attending your event? Let us suggest you some podcasts that might help you. For example there is Coffee Break Italian by radiolingua.com: the podcasts are free and they are divided according to the beginners and the intermediate levels. You can also try Let’s speak Italian: it enables to you to listen to some lessons for free and in case to buy the new ones. Our last tip is: News in Slow Italian, which enables you to practice the language and get to know our country by reading the top stories, you can also get updated in Italian about what’s happening around the world.
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The ideal venue for your successful meeting A unique setting, overlooking the sea, in a scenery of unparalleled beauty. For your next event choose Camogli, a dream destination where you can mix work and relax and taste the typical dishes of the Ligurian tradition expertly prepared by our Chefs.
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Design thinking or “design living”? Design thinking is the trendy management “tool” used to create new products, improve processes and solve problems. A journey through Italian excellences reveals how this discipline is embedded in the DNA of the country from our New York correspondent DOMENICO MATARAZZO
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ne of the main events at the LA Automotive Show 2019 was the unveil of the Mustang Much-E, the all-electric SUV version of the iconic American car. During a follow up presentation to financial analysts, Ted Cannis, Global Director of Electrification at Ford Motor Company, said that the challenge was to come up with a whole new car that could draw upon Ford, but not be bogged down by Ford traditional processes. One of the strategies was to create a task force to adopt design thinking
combined with more human-centred design processes. Creating low fidelity prototypes of different parts early on and working closely with customers were the key components of the new strategy. This is one of the most recent examples of the application of design thinking within an organisation, and it encompasses its basic elements: a complex problem, the need to simplify it, a focus on users’ experiences, the creation of physical or digital models, and other visual tools, such as diagrams and sketches, that help to explore the problem and simulate solutions. There are about 20 books on design thinking listed on Amazon that were published in 2019 alone. There are hundreds of articles on the same discipline published in journals and trade press every year and, of course, there are events about
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design thinking every month. The question is, even if someone had the time to access a fraction of this information, would this knowledge make the learner a design thinking expert? There are not many books published in Italian about design thinking, and most of them are translated from English, but there is no other place where you can make an emotional connection with design and make this discipline part of your thinking. Design thinking is part of Italy’s DNA, and you can experience the evolution of this way of thinking from ancient history to modern day all over the country. DESIGN THINKING IN (ITALIAN) HISTORY Start your journey in ancient Rome, for example. Unlike the Greeks who put emphasis on aesthetics and the exterior, the Romans looked for practicality. They were not interested in masterpieces like Greek temples or the pyramids in Egypt, but they wanted to provide solutions for their citizens and soldiers. For this reason, the architect was also an engineer in those days, capable of assessing the problem, visualizing the solution, and carrying out the task with the tools available or by creating new ones, like concrete, bricks or the arches. Move to Florence at the dawn of the 15th century and picture the largest masonry dome roof in the world being built over the Cathedral of Santa Maria del Fiore. There are no flying buttresses, no freestanding scaffolding, the dome is being built by a watchmaker who is surrounded by the scepticism of traditional architects. And yet the dome is still standing now, each component laid out with such precision that it would be challenging to replicate today, even using CAD software, GPS and laser levels. Brunelleschi, the master behind
the project, never revealed his method, but new discoveries in the last few years have confirmed that Brunelleschi used a scale model to test his project and to achieve the result that many thought would be impossible. This is design thinking at its best. A few years after Brunelleschi’s death, the city of Florence became home to the ultimate design thinker: Leonardo. Unlike Brunelleschi who worked only in Florence, Leonardo travelled more extensively, so his genius touched different cultures. Leonardo considered design as instrumental in knowing and exploring everything around him. He used his design skills to create art masterpieces, but also to explore and lay out futuristic ideas in multiple scientific disciplines including anatomy, nature, engineering, and architecture. His most famous notebook, known as the
Design thinking is part of Italy’s DNA, and you can experience the evolution of this way of thinking from ancient history to modern day all over the country
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Codex Leicester, is full of exceptional illustrations showing how art and science come together to find solutions to a problem. Brunelleschi and Leonardo are but two of the most celebrated examples of the enormous scientific and artistic heritage in Italy. If we take the cultural background and creative predispositions and apply them to more mundane aspects of life like interior design, fashion, and food, as well as industrial design, we arrive in Milan, a city recognised as one of the world’s four fashion capitals. The origins of the city as a design centre go back to the Middle Ages, when gold and fabrics were traded and worked in Milan. Then, Paris was the fashion capital and the Milanese imported some of the ideas, making them simpler, more practical, and yet elegant. Today, Fashion Week is the best expression of Italian fashion design and is regarded as one of the world’s top events to discover new trends. Besides the fashion industry, Italian designers in and outside Milan have influenced home décor and industrial design, with names like Ettore Sottsass, Guido Venturini, and Paolo Lizzatto, all of whom are winners of the Compasso D’Oro, a sort of Oscar for the design industry in Italy. Car design “made in Milan” is also relevant, as in 1910 Alfa Romeo was founded there, the best expression of car design for many years, and an iconic car in many movies, such as “The Graduate.” In 2020, visitors will be able to see Alfa Romeos and other cars lined up together at the Milano Monza Motor Show, an outdoor car show extravaganza with 40 car manufacturers displaying classic cars, new models, and new concepts to over 400,000 visitors. Until last year, the event
took place in Turin, not surprisingly since Turin had been the headquarters of FIAT for over a century until it became FCA. From the Turin plant came cars signed by some of the most popular car designers in the world like Giugiaro, Pininfarina, and Bertone, all also hired by other major car makers. To erase any doubt that design is also a part of Turin’s DNA is the fact that the city is not on the coastline and does not have a port, yet there is located the headquarters of Azimut, the world leader in luxury boat design and production. In 1988, FIAT took control of Ferrari, but despite the well-established supply chain existing in Turin, the FIAT leadership never considered moving the production of Ferrari from the city of Modena to the Piedmont capital. Charismatic CEO Giovanni Agnelli gave the motivation himself in an interview to the BBC when he said that «…People in Modena are maniac about engines, not just supercars but all kind of engines, like movement, transportation and so on. They are born with this addiction which makes them very good mechanic workmen». In fact, from Modena also come dream cars like Maserati, Lamborghini, De Tomaso and Pagani. Super car Bugatti also deserves a mention as, though it is produced in France, it was founded by Ettore Bugatti, who probably had in his DNA the inspiration to create a car that to this day is considered the best expression of innovative design combined with technical innovation in the super sports cars segment. Ettore Bugatti was the son of a renowned Italian Art Nouveau furniture and jewellery designer.
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DESIGN LIVING: SIZE DOES NOT MATTER The journey through design thinking embedded in Italy’s DNA does not only take us to the largest cities but it includes stops in small towns where a long tradition of manufacturing has positioned them as centres of global excellence. In the same region of Turin, about 70 kilometres east and only 60 kilometres south of Milan is Valenza, the world capital for the production of handcrafted jewellery. Here, designers create exclusive, one-off pieces combining a 200-year-old tradition in design with prestigious materials, style innovation, and state of the art tools. The best testimonial for the city is Bulgari, which has a manufacturing facility there and plans to double the size in the near future. VicenzaOro (Vicenza is a city in the Veneto region, also famous for handcrafted jewellery) is the annual gathering of the industry, which welcomes the best of Italian manufacturers as well as independent designers from all over the world. A special area called the Design Room is the place where visitors can witness how craftsmen transform a vision into a product by using different gem combinations, innovative geometries, and elegant expressions, as well as market trends – all strategies that can be adapted to other product categories. The Valenza site joins the network of Italian manufacturing facilities where Bulgari products are crafted by Italian artisans: high jewellery in Rome, perfumes in Lodi, silk in Como, and accessories in Florence. These are all locations where Bulgari’s parent company, world leader in
luxury products Lvmh, has a presence, as they offer a bridge between tradition and Above, Belluno, where Luxottica innovation while expanding the exclusively was founded in 1961 “made in Italy” range of products. Luxury products like Louis Vuitton and Fendi handbags will also soon be produced in Tuscany, where towns around Siena and Prato represent the Silicon Valley of the leather and textile industry. Visitors can learn the design thinking behind the creation of these items at Lineapelle, an event that takes place twice a year in Milan and New York. The suburb around Belluno in the Veneto region is a hub for a different design-based luxury product: eyewear. In Belluno in 1961, trained tool and dye maker Leonardo Del Vecchio started Luxottica, which became a global leader years before the merger with French group Essior. In the same area there are the design facilities of Safilo, Marchon and Marcolin. Take the eyewear of any popular artist or luxury designer and no doubt they are designed and manufactured by one of these four leading Italian brands which dominate the global market. If you want to go behind the scenes and explore how ideas are developed and designs are materialized, then MIDO is the annual convention where visitors can stop at the Design Lab or at the Lab Academy to experience the whole process. Another testimony of the design excellence available in the region of Belluno comes from Benetton, the clothing manufacturer that in the eighties was one of the most popular brands among youth all over the world. Benetton’s rise in popularity was due to controversial communications, but also to the quality and design that appealed to the youth at a global scale, and that were carefully studied at the Fabrica, the company think-tank.
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Right, Cremona, birthplace of the famous musical instrument maker Stradivari; below, Coney Island belongs to the Italian Zamperla Group, from Vicenza. On the opposite page, the Capodimonte Museum in Naples
DESIGN THINKING AND NATURAL RESOURCES The best expression of design thinking can be observed when Italian design is applied to natural products. Take the region of Friuli Venezia Giulia, a region in Northern Italy whose history is entangled with the history of bordering countries, Austria in particular. When Maria Theresa of Hapsburg gave permission to cut trees on the royal property of Tarnova in 1756, little did she know that the residents of three nearby cities would cut the trees to make cheap chairs to sell to travellers. With time, the three towns became known worldwide as the “Triangle of Chair,� and they became the benchmark for the design and production of modern office chairs, leather couches and corporate furniture. Today, these products take centre stage at Neocom, the largest office furniture trade show taking place
every year in Chicago. The best expression of home furniture design, on the other hand, can be seen in Milan during the International Design Week, the most important event in the world of home furniture. Architects and designers from all over the world come to see the latest trends and products of Italian creativity. Master woodworkers also take their residence about 97 kilometres south of Milan in the city of Cremona, the birthplace of the most iconic musical instrument maker: Stradivari. Just like Brunelleschi, Stradivari did not leave behind the secret to the production of its rare violins, and yet the city is still a cluster of laboratories that produce string instruments that only accomplished musicians can afford, as the price tag can easily reach 30,000 Euros. The city receives and trains practitioners from all over the world, but a shorter and equally inspiring experience can be acquired by participating in Cremona Musica, the annual industry event where artists and makers at an international level run workshops and seminars with a focus on the design of violins and their family members. Woodworking and design skills are also expressed in the production of joy rides and amusement park attractions. A handful of companies located around the city of Vicenza in the Veneto region, in fact, produce attractions that are installed in amusement parks all over the world. The most famous representative in this category is Antonio Zamperla, who in 1963 gave up his job as manager of a travelling show and settled down in Vicenza to manufacture joy rides. Today the Zamperla Group, led by the son of the founder, is the owner of the celebrated Coney Island amusement park in Brooklyn. In 2019, during the convention of the IAAPA (the International Association of
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Amusement Parks and Attractions), Antonio Zamperla was inducted into the industry hall of fame, a group which includes another master of design: Walt Disney. The South of Italy is notoriously less industrialized than the north, but here too design thinking manifests itself in many forms. There are many small towns scattered in the south of the Peninsula that are famous for their ceramics, most of them located in the regions of Campania, Sicily and Puglia. Some of them have traditions dating back to the Roman Empire, but for many of them, especially in the region of Campania, the inspiration comes from the products that came out of the Regal Factory in Campodimonte, a hill just outside of Naples, between 1743 and 1759. Today, the palace that hosted the old factory is a museum, but it is also a laboratory where a new generation of craftsmen are trained in the art of porcelain. The most remarkable story, however, is that of Pasquale Natuzzi, the son of a cabinetmaker, who was only 19 years old when in 1959 he opened a workshop in the city of Taranto, producing sofas and armchairs for the local market. A trip to the U.S. made him realise that he could sell his sofas to American consumers too. The story goes that he shipped a leather sofa to Macy’s and it was sold immediately. By 1993, the Natuzzi Group became the only foreign furniture company to list on Wall Street. Today the Natuzzi Group designs, produces and markets sofas, armchairs and living room accessories for the global market, and the founder controls the operations from his new headquarters in the small town of Santeramo in Colle, in the Puglia region. The Natuzzi Group is present every year at the Fiera del Levante, a trade show in the city of Bari which provides the best window for products manufactured in the South of Italy.
When talking about design skills applied to natural products, we cannot exclude food as a member of this category. Particularly in the South of Italy, chefs, and especially the local population, have created dishes that meet the taste of consumers all over the world. For the Italians, cooking is also a part of their DNA. However, just like design needed a brand like “Design thinking” to become part of the management tools of a company, Italian food needed to be branded as “Mediterranean diet” in order to be recognised and promoted by health practitioners worldwide. Just like design, many cities and small towns are known for creating great dishes, like spaghetti from Amatrice, Fiorentina steak from Florence, cutlet from Milan, breadsticks from Turin…the list is so long that it requires a new, different, and definitely more flavourful journey.
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ITALY: SOME ADVICE
Dining Etiquette, instructions for use Dining in Italy is not only about savouring sublime food but it’s also an opportunity to consolidate and build business relationships. Below you’ll find a small, quirky guide to the “dos” and “don’ts” of Italian dining “etiquette” ANDREA MATTEUCCI
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onvesin della Riva, Lina Sotis and Enzo Miccio: do these names mean anything to you? Although most foreigners may not have heard of them, the majority of Italians (though sadly not all of them) know that they are the champions of etiquette, good living, and those small and large signs of civilized behaviour that we should be aware of and practice on a daily basis, in both our personal and professional relationships. And what about business? Now, more than ever before, business means meeting people, building and cultivating professional relationships, especially in Italy, often at
mealtimes. This happens at multiethnic business lunches, immersed in different cultures and languages, and also at chic gala dinners during an incentive trip or, sometimes during street food-style lunches, perhaps during a team building activity. In our “Belpaese” (beautiful country) when it comes to dining or sampling great food, you’ll be spoilt for choice. Traditionally food is a primary element of Italian life, both in terms of the structure of our daily routines (don’t ask an Italian to skip lunch), and its regional connotations; there are still heated discussions about the origins of several classics of Italian cuisine. Here’s a prime example: there are three regions that claim to having invented the “parmigiana di melanzane” (eggplant parmesan): Emilia Romagna, Campania and Sicily! To help you navigate this, here are a few tips to dining “Italian-style”.
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CAPPUCCINO, PIZZA AND... The first on our list is an all-time classic, cappuccino. In Italy, cappuccino is only drunk at breakfast or, at a stretch, midafternoon. Ordering a cappuccino to accompany any dish, whether sweet or savoury, at lunch or dinner, is a massive faux pas! A “caffè”, an espresso, whether long, “ristretto” (a short espresso with less water but equal potency), or “macchiato” (an espresso with a small amount of foamed milk on top), is a worthy conclusion to a meal, in fact almost a requisite, particularly after a large lunch when you need to get back to work without feeling sleepy. Remember, in Italy the coffee spoon is only used to stir the coffee and dissolve the sugar, so don’t lick it when you’re done stirring, simply place it back on the saucer. Now let’s discuss pizza, another classic that has become a popular cultural export. Yes, you can, and according to some, you must, eat it with your hands, even in formal surroundings. However, any Italians dining with you are sure to raise their eyebrows, or even turn up their noses, if you are tempted by the exotic pairings that certain pizzerias, who are trying to be creative, now feature on their menus. A pizza topped with pineapple, kiwi, or other fruit would be inconceivable for an Italian. Even pasta has rules. When it comes to sauces, ketchup is a big no-no. Using a knife to cut spaghetti is forbidden. It should be twirled around the prongs of your fork. Using a spoon to make the operation easier is permitted but not encouraged. Since Asian food has taken the world by storm and we Italians have had to learn to use chopsticks, we’ve come to realise just how difficult eating spaghetti can be! And what about bread? In this case, using your hands is not only permitted, but, according to etiquette, bread should only be broken with your hands and never cut with a knife.
To conclude, a small superstition: if you ask a fellow Italian diner to pass you the salt, it’s likely that they will put it down on the table without actually handing it to you: spilling salt is thought to bring bad luck, and this superstition dates back to ancient times when salt was a precious commodity. WHEN IN ROME… Now you know these few rules about Italian dining, let’s look at the menu. Fortunately, even at business lunches, regional recipes, that support local produce and ingredients, are becoming increasingly widespread. Italian cuisine is not the same throughout the Peninsula. In fact each region has its own typical dishes, which you should try, first to guarantee a truly authentic “local”, high-quality experience. This explains why you’re unlikely to be offered saffronflavoured risotto on a trip to Sicily, or a “cannolo” filled with ricotta as a dessert in Rome. Here’s a brief overview of typical
Ordering a cappuccino to accompany any dish, whether sweet or savoury, at lunch or dinner, is a massive faux pas! Using a spoon to make the operation of spaghetti twirling easier is permitted but not encouraged
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Italian cuisine is not the same throughout the Peninsula. In fact each region has its own typical dishes, which you should try, first to guarantee a truly authentic “local”, high-quality experience. This explains why you’re unlikely to be offered saffronflavoured risotto on a trip to Sicily, or a “cannolo” filled with ricotta as a dessert in Rome
dishes, region by region. In Northern Italy, “risotto alla Milanese” (with saffron) is typical of Lombardy, “polenta concia”, with Fontina, a local cheese, is a specialty of the Aosta Valley, while the Veneto region is home to “risi e bisi”, rice with peas, but also codfish, cooked in a thousand ways. “Bagna cauda”, a sauce of garlic, oil and anchovies used to dress vegetables, is characteristic of Piedmont. Trentino Alto Adige offers “canederli”, bread dumplings enriched with speck, cheese, milk and spring onions, while the signature dish of Friuli is “frico”, an omelette made with cheese, potatoes and butter. Liguria is renowned for its “trofie al pesto”, fresh pasta dressed with a green sauce of pine nuts, basil, olive oil and garlic. What about
Emilia Romagna? Well, it’s the birthplace of (almost) all types of filled pasta (in addition to lasagna with ragout). These include tortellini, “cappelletti”, “anolini” and “ravioli”, either in broth or dry, enhanced either with the most creative fillings, or simply stuffed with a classic ricotta, spinach or meat filling. Moving down to Central Italy, in Tuscany, other than the famous “fiorentina”, there’s “ribollita”, a soup prepared with autumnal vegetables, while in the Marches, in “olive all’ascolana”, olives are filled with meat, in this case lamb which is also a staple in Abruzzo, that is renowned for its succulent “arrosticini”(skewers of small cubes of mutton or lamb). Lazio is home to “pasta alla carbonara”, made with eggs and “guanciale” (pork cheek), just as the sausage of Norcia is typical of Umbria. Southern Italy is best known for its intense flavours. Sausage and “friarielli”, a local vegetable, in Campania (also the birthplace of pizza), pasta with “cime di rape”, another local vegetable, in Puglia, followed by delectable dairy products, including first and foremost, “burrata” and “stracciatella”. The lagane, the fresh pasta from Basilicata, is paired with chickpeas, while in Calabria ‘nduia, a spicy “spreadable” salami, often eaten with pasta, takes centre stage. In Molise, a local specialty is “composta”, a salad made with tomatoes, peppers, cucumbers, capers and hard boiled eggs. And finally, we come to the islands; in Sardinia, “pane frattau” is made from local bread topped with a sauce of tomatoes, pecorino cheese and an egg poached in sheep’s broth, while the “arancini” of Sicily are rice balls stuffed with ragout, peas and cheese, coated with breadcrumbs and fried: the most classic street food.
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Click and post Making an event spectacular is a must especially on social media. You could almost say “if you didn’t post it, it didn’t happen”, and so roll on “selfie Italy”: for the most imposing sights for breathtaking incentives and post-congresses LUCIANA FRANCESCA REBONATO
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he selfie. One of the most “narcissistic” forms of photography, a tribute to the digital age and an expression of contemporary sharing: a million selfportraits uploaded daily to social networks. And not only, selfies are a phenomenon of colossal importance. So much so that in 2018 a “Selfie Museum” was opened in Los Angeles, the world’s first museum exclusively dedicated to selfies. Followed by a second in Las Vegas, at the end of 2019. Meeting planners are well aware that riding the long wave of this social imperative is of global importance. Keeping the event community alive through social media is now a must, even for b2b events. Sharing visual content, like images and videos, allows us to relive the emotions of a moment long after it’s over, making it essential to create content during an event, post-congress or incentive.
REAL AND VIRTUAL Incentives and post congresses, are moments to be shared in reality and to be immortalised in virtual reality. It’s an easy task in Italy, where every corner is an open treasure chest of settings of great beauty. We have chosen some “selfie destinations” for post-congresses which will definitely get you more likes, starting from the west in Liguria, the Cinque Terre, a UNESCO heritage with eighteen kilometres of coast and five coastal villages in succession: Monterosso, Vernazza, Corniglia, Manarola and Riomaggiore, dotted with coves, rocky spurs and sheer cliffs above the water of intriguing beauty, and terraces, buildings and churches that reach out towards the sea, defying gravity. Brushstrokes of colour with the wind ruffling wave crests, while the mirror-like waters of Lake Orta in Piedmont are calm. It’s defined as a “metaphysical place”, a little jewel in one of Italy’s “softest” landscapes, the lake has intrigued philosophers and poets from Nietzsche and Balzac, to the Russian poetess Lou von Salomè. Post congress and selfies at Lake Orta require meandering through the quiet streets and Baroque buildings
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with their loggias, wrought iron balconies, courtyards and the arcades of its main town, Orta San Giulio, a village on a peninsula of the eastern shore overlooking the water. From here in ten minutes by boat you can reach the elliptical Island of San Giulio where one of the most important Romanesque monuments in the area stands, the Basilica of San Giulio. The Sacro Monte di Orta in its commanding position is also under the protection of UNESCO. The twenty-two UNESCO protected Royal Residences of Turin and Piedmont are of a regal ambience: the splendour and charm of historic residences that have had a leading role in Italian history, a unique example of maisons de plaisance, sumptuous gardens, and theatres of refined noble life. It’s a journey back through the centuries to relive the past and be attracted to the artistic and architectural treasures conserved here. Experience the emotion of the court as a protagonist – maybe even wearing a historic costume during a gala evening – and immortalise it with a selfie.
a rare view of most of the so-called “4-thousands” of Europe and the Western Alps: Monte Bianco, Monte Rosa, the Gran Paradiso, the Cervino and the Grand Combin. The view of Val Veny and the Miage glacier is also splendid. From shots on the magic icy summits to those of metropolitan Milan and its new skyline: the new Milanese vertical architecture has introduced a novel background for events, to capture with your eyes and your smartphone, from the terraces of the most glamorous locations. In fact, in recent years the Lombard capital has a renewed look, increasingly modern, cosmopolitan, with new perspectives and a
Clockwise from above left: Venice; one of the colorful villages of Cinque Terre; the futuristic Skyway Monte Bianco; the new Milanese skyline; Lake Braies in the Dolomites; charming Island of San Giulio in the Lake Orta
SKYWAY AND SKYLINE Mountains are patterns of peaks and ridges, openings and panoramas. An event set in Aosta must include a post-congress at the futuristic SkyWay Monte Bianco. It’s not just a cable car to reach 3,466 metres, but an opportunity to experience and take selfies among the clouds and glaciers on the most spectacular circular panoramic terrace of the Alps, Punta Helbronner. The terrace, has a diameter of fourteen metres, offering
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more dynamic profile. The profile of Lake Como is also well designed, a favourite destination of celebrities of the silver screen, including George Clooney, it’s an absolute legend for Hollywood, as it is for the world’s entrepreneurs. All 150 kilometres of the lake’s coast deserve to be discovered, as do it’s unique selection of towns and localities, perhaps by motorcycle or water taxi. The village of Varenna for example, dominated by the ruins of Vezio castle perched on the hill, one of the most ancient and unique buildings on Lake Como. Here you will find a destination for selfies with a highly suggestive name: the “Lover’s Walk”, is a suspended walkway overhanging the lake that leads all the way to the dock. Above, scenographic Padua; centre, the unmistakable skyline of Florence; below left, the Toledo metro station in Naples; right, the Scala dei Turchi, a milk white cliff that rises steeply over the sea along the Sicilian coast of Realmonte, in the province of Agrigento
EMERALD LAKES AND GARDENS The lake of Braies in Val Pusteria – in the province of Bolzano and in Alto Adige – is undoubtedly one of the most instagrammed of the region, with its unique views and reflections, worthy of a travel magazine cover. It is the largest lake of the Dolomites – which surround it – offering a fairy-tale spectacle: in summer the water is emerald-coloured, a play of transparency diluted with aquamarine nuances. In nearby Veneto, the selfie-worthy locations are plenty, many of which are famous around the world – think of Venice, Lake Garda, or Verona and its Shakespearean memory of “Juliet’s Balcony”. Or Vicenza and the magnificent architectural structures of the genius Andrea Palladio. Magnificent indeed is the elliptical Prato della Valle in Padua: the city’s most important square, it is one of the largest in Europe. With a surface of 88,620 square metres – second only to the Red Square in Moscow – and enclosed by 78 statues. It is a monumental space defined by a central green island called Isola Memmia, in honour of the official that commissioned
it. The island is surrounded by a canal framed by two rows of numbered statues portraying famous figures from the past. The Portico di San Luca in Bologna offers a spectacle of choreographic perspectives for world-record selfies: 666 archways distributed in 3,796 metres parade between beauty and legend connecting the historic quarter with the Sanctuary of the Madonna di San Luca, at the top of the Colle della Guardia. Bologna also boasts forty kilometres of arcades, an extraordinary architectural and cultural wealth and a symbol for the city itself, along with the numerous towers. Boboli Gardens in Florence, Tuscany, on the other hand is an open-air museum. Once a park for the Medici family, it is now a marvellous example of the “Italian Garden”, and testimony to the grandeur of an illustrious past. It’s a kaleidoscope of gardens, changing with the hours and the seasons, populated by ancient renaissance statues and dotted with caves – including one famously designed by Bernardo Buontalenti. It’s an unpredictable universe populated by fantastic elements of unequalled charm for memorable selfies. VIEWS WITH PROSPECTIVE Rome through a “keyhole” offers a view of the dome of St. Peter’s Basilica framed by rows of trees and hedges giving the sensation of witnessing a panorama through a telescope. It’s not a chimera, but the reality of the keyhole of the villa of the Priory of the Knights of Malta, in the centre of the square of the Knights of Malta on the famous Aventine Hill. The result is a real surprise, a landscape of great charm and beauty, the kind that only Rome can deliver. The precision with which the door and gardens are centred on the main element is incredible, as if they had been built just to enhance the beauty of the dome of St. Peter. From the Italian capital to the capital of pasta, coffee, and pizza… Napoli. And not only, Naples is also known for innovation alongside tradition, the Toledo metro station in the Neapolitan capital is a perfect example. Considered by CNN to be the
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PORTOFINO COAST magic, sweet, elegant
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Porto Prego Restaurant
Strainer Restaurant
Trasporti Marittimi Turistici SANTA MARGHERITA LIGURE
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Servizio Marittimo del Tigullio
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Hotel Miramare
Giada Holiday Apartments
Hotel Italia e Lido Hotel Stella U Giancu Restaurant Golf & Tennis Club Tv System
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CAVES: SELFIE AND TREASURES
An Italy of selfies? Also in caves, the keepers of secrets, surprises, and even legends: an attractive and unusual location for post event shooting. There are a number, some more intriguing than others: the Castellana Caves in Puglia, the Blue Cave of Capri, in Campania, and the Ear of Dionysus in Sicily. The first, not far from Bari, are huge underground caves over 3,300 metres long. They are unique with long winding caverns, canyons and formidable structures. The White Cave, alabaster white reflecting in a crystalline underground lake, is considered “the World’s most splendid”. Blue tones for the Blue Cave on the other hand, the most famous marine cave along the coast of Capri in Campania. A most beautiful in Europe. An image of Bob Wilson’s allusive mosaic decoration of the sea taken from the bottom of the escalators with the right luminosity will ignite your Instagram likes! From the waves of the Tyrrhenian Sea we pass to those of the Adriatic to reach Polignano a Mare, in Puglia. With its spectacular twenty metre cliffs overlooking the sea, it’s not by chance that it hosts the Red Bull Cliff Diving World Series. In addition to Polignano a Mare and the “trulli” of Alberobello, a UNESCO heritage, Puglia has another unique selfie destination. Where? Cape Palascìa in Otranto, the most eastern point of Italy; the lighthouse on the sea that allows for “bleisure” opportunities and intriguing selfies. It’s a popular destination on New Year’s Eve, when you can witness the first Italian dawn of the new year.
in which it was used to shelter the ships of the Turks, who climbed the rocky steps to plunder the coast. Instead the rocks of Arbatax, in Ogliastra on the central-eastern coast of Sardinia, are flaming red. It’s a splendid natural cathedral of red porphyry emerging from emerald green waters offering a spectacular chromatic contrast. This is the setting of the final scene of the cult classic “Swept Away” by Lina Wertmüller, it’s a unique composition despite the fact that there are a number of other red porphyry cliffs dotting the Ogliastra coast. And this is just a taste of a spectacular Italy to be discovered, captured and posted during incentives and post congresses – making the excitement and success of the events last forever.
blue so intense that it looks almost fake. Once your boat enters the cave, only with authorised personnel, a breathtaking spectacle opens for MICE delegates: the “Blue Cathedral” in all its splendour and unforgettable colour. At the time of the Roman Empire with the Emperor Tiberius, the cave was used as a maritime nymphaeum. Third on this list, the Ear of Dionysus in Sicily was given its name by the famous painter Caravaggio for its ear-shaped form and perfect acoustics that amplify even the slightest sounds. But there is also a legend, according to which the famous tyrant Dionysus built this cave as a prison to lock up his ardent opponents, to eavesdrop on them through a small crack, amplified by the echo.
Above, the lighthouse of Cape Palascìa in Otranto, the most eastern point of Italy; below, the red rocks of Arbatax in Sardinia
ROCK, CLIFFS, AND BADLANDS An evocative set for selfies is Matera, in Basilicata, the European Capital of culture of 2019. It’s famous for its urban infrastructure of “Sassi” (the caves) occupying an area of 36 hectares: a spectacle of winding laneways, sweeping stairways and narrow passages leading past houses stacked one on top of the other, where the roof of one is the terrace of the next. All around, quarries of volcanic tuff rock shimmer in the sun, and caves, ravines, buildings, and churches are carved into the rock of the deep gorge. Sticking with nature, this time in Sicily, at the Scala dei Turchi. A milk white cliff that rises steeply over the sea along the coast of Realmonte, in the province of Agrigento, that appears suspended between the sea and the sky. Its name is linked to a legend
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DESTINATIONS
A brand called Tuscany Welcome to Tuscany, an eclectic and magnetic destination, with an incomparable personality and captivating projects. For successful events characterised by excellence, opportunity and uniqueness LUCIANA FRANCESCA REBONATO
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uscany is unstoppable, proud of its past, with an eye to the future and living in the present. It has a propensity for perpetual renewal, skilfully blending its noble and cultured past, glamorous modernity and quality of life. It’s a continuous counterpoint between art and nature and food and wine excellence representing Made-inItaly around the world. Tuscany welcomes the meeting industry in highly qualified locations, with great appeal and highlevel services. In Florence, for instance, events with thousands of participants are made possible by the ability of the hospitality sector to work together in unity, transforming the city into one big “hotel”.
2020, RING IN THE NEW! An amazing start to the year for this destination. A new organisation of regional tourism means that change is afoot for the 28 new tourist areas into which Tuscany is sub-divided: for the first time, provincial borders are not taken into account and thanks to Toscana Promozione Turistica the 28 areas now have a shared operational program, including interventions aimed at innovating and qualifying the territorial tourist offer. Toscana Promozione Turistica has developed tools and methods for collaboration in tourism promotion between the various governing bodies, both in the public and in the private sector: the 28 operational plans and guidelines for promoting regional tourism have been outlined by #TuscanyTogether. An operational plan of 7 million euros takes a new approach both in method and in actions. An important new international branding campaign for the consolidated
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DESTINATIONS
Tuscan markets has commenced, accompanied by specific actions towards new markets, including the Chinese one in 2019. Throughout 2020, the promotion of “contemporary Tuscany” – that is, the great heritage of new creativity with places, itineraries, contemporary art and architecture events – and of “the sustainable Tuscan coast”, will be added to the “Plastic free” campaign sponsored by the regional council and Legambiente, as well as many other pro-sustainability groups at a national level. A series of actions will be taken along the coast with the aim of promoting Tuscany as a green destination. #TUSCANYTOGETHER, DREAM TEAM #TuscanyTogether represents the new way of doing tourism in Tuscany. A panel of local stakeholders, mayors, operators, local government together with Toscana Promozione Turistica and Fondazione Sistema Toscana will start working together actively and proactively for Tuscan tourism. «#TuscanyTogether – declares Francesco Palumbo, director of Toscana Promozione Turistica – wants to activate virtuous topdown collaboration in the construction and management of the territorial offer, and bottom-up, in dealing with demand. And Toscana Promozione Turistica, the regional Destination Management Organisation, also has an ambition: to unite an entire destination made up of all regional territories so that all its stakeholders
can convey a single message which is effective, clear, personalised and of value». A destination of great beauty and also with solid planning capabilities, in Tuscany, the step from contemplation to feasibility is a short one. As previously mentioned, Francesco Palumbo, director of Toscana Promozione, is the man in charge. EXPERIENCE AND FORESIGHT You have been the director of Toscana Promozione Turistica for a year. Your career to date has been filled with success and prestigious roles in tourism and culture, both
On the opposite page, world-famous Florence is perfect for unforgettable events, also with thousands of participants. Above, Tuscany is the top Italian wedding destination, with a wide range of options as far as locations are concerned. Below, the Elba Island and its charming sea
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DESTINATIONS
provides for the promotion of Tuscan MICE destinations. «Let me explain. As a first step, we updated the specification of the basic quality criteria of the regional conference offer, and immediately afterwards we proceeded to map the offer of the Tuscan structures. The mapped operators were involved in an information and awareness campaign on the MICE segment and new trends. The Tuscan destination is then promoted to the main sector trade-shows in Germany, Spain and the United States precisely in relation to this type of offer».
Above, Siena “dressed up” for the famous Palio: each year in Tuscany there are about 700 medieval and Renaissance historical re-enactments. Below, meetings can be very relaxing in Tuscany, surrounded by nature
in the private and public sectors. What decided you to take on this role and what are your priorities for 2020? «Tourism is a decidedly particular sector – continues Palumbo – because it is both a social and cultural phenomenon and a complex and articulated production chain. Unlike other sectors, success here depends on the ability of the various roles to collaborate, public and private. The product is the result of this interaction, being composed of services put in place by operators but also by public administrations: this is the difficulty but also the charm of tourism. In the various roles in which I have dealt with public sector governance, this has always been the challenge: finding methods and tools for system collaboration, which is truly a great innovation for Italy». “Toscana MICE” is the project in collaboration with Destination Florence Convention & Visitors Bureau, which
DIVERSIFY AND PERFECT The greatness of Tuscany is the ability to reinvent itself while maintaining its distinctive flavour, making it an icon on an international level. It is also multifaceted, protagonist in any context it decides to get involved in: from congresses to incentives, bleisure, weddings – it was the top Italian wedding destination in 2019 – and leisure. What are the strengths that make the destination so attractive? Francesco Palumbo replies: «Tuscany is fortunate to be an “incentive” location in itself for those who offer and organise events, meetings and conferences. And this allows you to be multifaceted also thanks to the great variety of locations both indoor and outdoor, that range from historic to contemporary not forgetting the splendour of the Renaissance. We are also aware that the collective imagination and the locations are not enough in a sector like MICE where there is huge competition and where new ideas are essential with top-level services. For this sector and in particular in 2020, we will promote ourselves in new markets such as China, India and the Arab countries». One last question: what plans has Toscana Promozione Turistica got lined up for 2020?
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DESTINATIONS
San Giminiano (right) and Pisa with its Leaning Tower (below): two of the Tuscan jewels – both included in the UNESCO heritage – ideal for post congress tours
«Toscana Promozione Turistica is market oriented: the promo-marketing of the main assets of our region is the core of our business. This is certainly easier and more fluid in a particularly well-organised supply chain such as MICE in our region. We therefore plan a busy calendar of events to intensify commercial relations with demand intermediaries and with the organisers of our target markets. All together at the service of the operators of the Tuscan offer». LOCATION FULL SPEED AHEAD Tuscany welcomes the MICE sector in over four hundred conference venues with the highest international standards. The Tuscan congress system also has about 200 equipped exhibition areas for a total area of 34,000 square metres. Events, incentives and conferences in Tuscany can count on a destination of great impact, “the Tuscan identity” has been modelled by history and art. Florence is the artistic centre and all of Tuscany is home to art masterpieces. The exhibition and congress centres of Arezzo, Florence, Lucca, Carrara and Grosseto have a total of 124,000 square metres of indoor exhibition space while in the congress cluster of Pisa – in 2019 “the most virtuous and efficient district in Italy” – the Palazzo dei Congressi Pisa alone boasts a plenary hall which can seat a thousand guests and an auditorium for 500 people as well as a variety of additional spaces. In Florence you can, of course, find exclusive venues. Among the many, Firenze Fiera Congress & Exhibition Center, in the heart of the city, is the leader in Tuscany with over 100,000 square metres of which 65,000 covered. It includes the Fortezza da Basso, the Palazzo dei Congressi and the Palazzo degli Affari. Tuscany has two international airports: the Amerigo Vespucci in Florence and the Galileo Galilei in Pisa, since 2015 both have been run by Toscana Aeroporti SpA.
SEVEN FROM UNESCO
Tuscany is an open-air museum in which the past moves hand in hand with the present. Spectacular scenarios are included in the UNESCO heritage, a mosaic of art, history and nature: ✓ The historic centre of Florence ✓ Pisa, Piazza dei Miracoli ✓ Siena, historical centre ✓ Pienza, historical centre ✓ San Gimignano and its medieval towers ✓ Val d’Orcia
✓ Medici villas and gardens: the Boboli Gardens in Florence and the Pratolino Gardens in Vaglia; the villas of Cafaggiolo in Barberino di Mugello, Trebbio in San Piero a Sieve, and the Careggi villas of Poggio Imperiale, of Castello and of “La Petraia” . In Florence, the Medici villa of Fiesole, the villa of Poggio a Caiano and that of Carmignano; the villa of Cerreto Guidi, “La Magia” in Quarrata – Pistoia – and the Seravezza building, in the province of Lucca.
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DESTINATIONS
MEETINGS? EXPERIENTIAL!
Tuscany has numerous experiential itineraries to choose from. Post congress or incentives, here in the land of Michelangelo, Giotto and Brunelleschi, are fascinating and diverse and steeped in history and culture. Go to see medieval and Renaissance historical reenactments, (there are about 700 of them), or do food and wine tours and tastings in the cellars of Chianti DOCG and Brunello di Montalcino, Vino Nobile di Montepulciano, Sassicaia, Morellino di Scansano and Vernaccia di San Gimignano. Admire the ceramics of Montelupo
Above, the lovely ancient village of San Miniato, famous (also) for truffles. Below, Livorno and its imposing fortress
Fiorentino and the crystals of Colle Val d’Elsa, Volterra with its alabaster and the fabrics of Prato – there is even a fabric museum – or the lunar landscapes of Crete Senesi. Some more team building with olive picking and preparation of the delicious extra virgin olive oil or workshops to learn ancient crafts: primarily leather products and wrought iron creations. Or even going from town to town in vintage cars, sailing around the coves of the island of Elba, driving a Ferrari in the Mugello circuit. And much, much more. MOSAIC OF APPEAL Tuscany is full of history, art and striking natural beauty, from Florence to Pisa and the Piazza dei Miracoli, the palio of Siena, the splendid village of Monteriggioni, Lucca and its hundred churches, San Gimignano and its 15 medieval towers. The sea setting of Versilia with Viareggio and Forte dei Marmi or the Maremma with Castiglione della Pescaia and Grosseto. Pitigliano, an Etruscan city carved out of tuff, Arezzo and its art treasure, Pistoia, a mix of the Middle Ages, the Renaissance and Baroque, and Livorno with the “International Sailing Week”. Or even the seductions of Chianti, of Tuscany as a set – about seventy famous films have been shot here. There are about 40 not-to-be-missed spas such as Saturnia, Montecatini Terme, Chianciano Terme – a stone’s throw from Pienza, the art gem of the Val d ‘Orcia – and Casciana Terme. And then we have the white marble
cathedrals of the Apuan Alps, the valleys and mushrooms of the Garfagnana, the woods of Casentino and Monte Amiata, San Miniato and the 39 districts which are famous for truffles. Each Tuscan town tells a story that often has its roots in the mists of time. There are over 300 archaeological areas from the Etruscan period and about 500 museums which house Italian masterpieces, 160 period gardens and villas and 80 historic villages of which 38 (a record number in Italy) hold the orange flag. This is certification of the Italian Touring Club and is awarded to towns which have successfully combined development with environmental and territorial sustainability. Attention to the environment, is the pride of Tuscany and allows MICE organisers to choose from over two hundred protected areas, natural oases and reserves for a total of over 210,000 hectares. And this, of course, is only a “taste” of the destination.
Toscana Promozione Turistica
Via Vittorio Emanuele II, 62-64 50134 Florence Ph. +39 055 462801 info@toscanapromozione.it www.toscanapromozione.it
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CastelfalďŹ , Florence, Italy
A medieval village, endless possibilities for your event in Tuscany An authentic medieval village, rows of vines and centuries-old olive groves between Florence and Volterra, ďŹ ve-star hospitality and endless possibilities to host your memorable events: CastelfalďŹ , thanks to its wide variety of exclusive locations and numerous activities suitable for incentives and team building, it is the ideal setting to ensure success in all your events.
+39 0571 892000 | events@castelfalfi.it | castelfalfi.com
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HOTELS
A former flourmill beautifully restored into a charming 5-star hotel where the witnesses of a glorious past are matched with the modern, comfortable spaces: this is Hilton Molino Stucky, a modern Venetian masterpiece
Events that become experiences, in Venice LUCREZIA NUBIANI
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ocated in the magical city of Venice, the Hilton Molino Stucky is the ideal choice to turn any event into an experience. People travel from far and wide to join in
the floating city; Venice is historic, unique and gorgeous. Its spectacular scenery is not just fascinating; with its tranquil and quiet lifestyle, it is an uncommon reality compared to many of today’s cities. A place where to breathe a dreaming atmosphere with a truly exciting mixture of traditions, food and culture that will remain as a precious gift in the memory of the visitors. This is where the Hilton Molino Stucky stands: on the banks of Giudecca Island, this modern Venetian masterpiece beautifully restored from a former flour mill is today house of a 5-star hotel unlike any other offering the largest and most modern congress centre in the city. Built between the 19th and the 20th century it is considered one of the most beautiful flourmills in Europe. INGREDIENTS FOR A SUCCESSFUL EVENT Giudecca Island is an oasis from the hustle and bustle of down town, located few minutes away from the heart of Venice. A residential island where to get in contact
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HOTELS
Hilton Molino Stucky Venice Venice Total number of bedrooms: 379 | Restaurants: 4 | Meeting rooms: 13 | Main room maximum capacity: 1,000 seats | Smallest room capacity: 8 seats | Secretarial room | Post congress organization
with the authentic culture and traditions of the local community. The hotel is easily accessible from the Marco Polo Airport, the third biggest in Italy, 30 minutes by water taxi, and from the Santa Lucia Train Station, 10 minutes, either via the local water busses, called “vaporetto” or via a private water taxi. Recognized for 7 years in a row since 2013 as Europe’s and Italy’s Leading Conference Hotel at World Travel Awards, the hotel has recently being included in 2020 “100 Italian Excellence” Edition under the recognition of the Presidency of the Council of Ministers as the only hotel. This impressive building with 379 rooms and suites combines intimacy with large spaces. Its hassle-free, easy-to-access location and impressive scale make the hotel a favourite for those looking to plan events, meetings, conferences and exhibitions. The hotel presents the largest meeting venue in Venice that hosts an average of 100 events per year: within its 2,500 square metres it includes the largest column free Ballroom that can host up to 1,000 delegates and that can be divided into 5 independent sections as well as the 850-square-metre pre-function foyer that is the ideal place for receptions, exhibitions, product launches, coffee breaks, cocktails and dinners. To complete the meetings offer, 12 additional meeting rooms can host from 10 to 70 people, making of the hotel the ideal choice for any kind of event. The wide options of banquet venues make this hotel even more unique: from the outdoor
terrace overlooking Venice seating up to 200 people to the cosy Stucky Garden in the heart of the hotel able to accommodate up to 250 people and ideal for a mindful break. If all this isn’t enough, the hotel offers the highest rooftop pool in Venice and the worldwide famous Skyline Rooftop Bar, both located on the eight floor with breath-taking views over the city that will mesmerize your guests during a welcome cocktail. To guarantee the success of every event a skilled team of professionals is ready to look after any detail of the planning sharing the knowledge, passion and history that both the hotel and the city have to offer. TIMELESS DESIGN AND COMFORT Hilton Molino Stucky is a place to enjoy comfortable rooms, including the newly renovated Molino Premium Rooms and Suites, with a timeless design that pays tribute to the history of the hotel and the destination. The Presidential Suite is the pride of the hotel: with its almost 300 square metres it is the largest in the city, ideal for exclusive presentations, product launches or an intimate lunch for up to 20 people in its wide living room overlooking the city. To complete the guests’ experience, a collection of restaurants and bars for every taste, from the Venetian traditional Bacaromi Restaurant to the elegant Aromi Restaurant and its palate pleasant menu. In addition to all of this, the hotel hosts the first eforea spa in Italy, an oasis of wellbeing where to relax and regenerate body, mind and soul.
Hilton Molino Stucky Venice
Giudecca, 810 30133 Venice Ph. +39 041 2723311 venice_info@hilton.com www.molinostuckyhilton.it
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HOTELS
Crowne Plaza Milan Linate San Donato Milanese (MI) Total number of bedrooms: 436 | Restaurants: 2 | Seats: 250 | Meeting rooms: 15 | Main room maximum capacity: 1,500 seats | Smallest room capacity: 6 seats | Secretarial room | Exhibition area: 2,300 sqm | Post congress organization
In keeping with Milan’s vocation as an international city, the Crowne Plaza Milan Linate improves the quality of its spaces and services to become today’s perfect location for a meeting industry always on the move
On the wings of business SABRINA PIACENZA
Crown Plaza Milan Linate
Via K. Adenauer, 3 20097 San Donato Milanese (MI) meeting.crowneplaza@alliancealberghi.it www.crowneplaza.com/milansand
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significant operation of renovation (an investment of 10 million euros) begun at the end of 2018 has resulted in the complete upgrading of the congress and exhibition spaces, of all the 436 rooms and the fitness room with sauna. The work at Crowne Plaza Milan Linate will terminate in the first three months of 2020 with the finishing touches to the two restaurants, Il Buongustaio and Il Giardino. To give us this news is the General Manager Alessandra Nanni, who has a lot of experience in hospitality at international level and who took on the management of the hotel last year to redefine strategies, financial objectives and quality in order to reposition the facility on the market. She is assisted by a new commercial team of which Marco Masserini is Commercial Director and Silvia Busi is Director of Sales, ready to meet ambitious challenges in order to reach the group’s targets. Alessandra Nanni says that the congress centre, three storeys high for a total of 3,440 square metres where renovation was completed in August 2019, is more than
capable of satisfying the requests of the most demanding clients, both as regards capacity as for advanced technology with translation booth and production room. The MICE department has been nominated a Centre of Excellence, to underline the importance that the management places on the team, whose object is to relaunch the Crowne Plaza Milan Linate as a receptacle for prestigious events in the fields of fashion, pharmaceuticals, finance and automotive. In fact, besides a congress centre with 14 meeting rooms and a capacity of up to 300 people in the auditorium, feather in the cap of the hotel is the Expo Plaza, the multifunctional space of 2,300 square metres with a parterre which can accommodate up to 1,500 people, suitable for every type of event and able to host any type of vehicle. Crowne Plaza Milan Linate is ideal for those on business trips, the hotel is on the outskirts of Milan at seven kilometres from Linate airport. It is easy to reach thanks to the free shuttle bus service for the airport and for the Rogoredo station (for high speed trains and the yellow metro M3).
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SUCCESSFUL EVENTS? THEY ARE MADE AT THE ATLANTIC
The Atlantic is the perfect location for meetings and conferences.
Congress Center with 12 modern meeting rooms from 10 to 300 seats. 134 superior rooms. Panoramic sea views. The Green, the best restaurant in Riccione for business dinners. Strategic Location: directly on the sea, in the heart of Riccione, close to the Palazzo dei Congressi and Viale Ceccarini. Relax in indoor pools and in the new spa with authentic sea water. Engaging team building formats to motivate your team.
Contact us now at the free number 800.239065 and discover Atlantic at www.hotel-atlantic.com/business
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HOTELS
Kolbe Hotel Rome Rome Total number of bedrooms: 72 | Restaurants: 1 | Seats: 120 | Meeting rooms: 19 | Main room maximum capacity: 150 seats | Smallest room capacity: 10 seats | Secretarial room | Exhibition area: 77 sqm | Post congress organization
The latest prestigious awards corroborate the excellence of the Kolbe Hotel Rome, named among the top conference destinations by the international meeting and incentive industry
An eco-friendly hotel T
he Kolbe Hotel Rome continues to receive numerous top-level awards, adding prestigious awards to the long list of commendable ones which bear witness to its ongoing success in the industry. Awards received in 2019 included winner of the “Best Wedding Hotel in Italy” and “Best Family Hotel in Italy”at the Haute Grandeur Hotel Awards, but also “Best Restaurant View-Global Level” and “Best Romantic Atmosphere in Italy” at the Haute Grandeur Restaurant Awards for its in-house restaurant, the Unique Al Palatino Garden Restaurant. This success was based on several factors including its coveted position in the heart of the city’s most ancient urban fabric, and its proximity to the capital’s major historic and artistic landmarks. In spite of its enviable position, the Kolbe Hotel Rome offers guests and delegates a tranquil, secluded ambience, beginning with its comfortable rooms and internal cloisters, where you can relax and focus, far removed from the hustle and bustle of the fast-paced metropolis. The locale is further enhanced by the superlative gastronomic offerings provided by the Unique Al Palatino Garden Restaurant, a unique setting for gala lunches and dinners. In addition to culinary excellence, the Kolbe Hotel Rome offers top-level services, focusing on added value. These include rooms and facilities dedicated to the families who often accompany
delegates, and various amenities to suit all corporate needs. The hotel offers 19 flexible meeting rooms, plus the Kolbe Library, now used as a plenary room. This unique venue, spread over 136 square metres, is designed to accommodate up to 150 delegates theatrestyle, and boasts a 7 meter high groinvaulted ceiling. The property’s sleek, modern rooms, highly professional staff and meticulous attention to the specific requirements of every guest, have made it a go-to destination for an elite clientele. For example, the embassies and delegations of the European Union, who have chosen the hotel and its restaurant as the location for their official meetings. But the hotel also has a green conscience, strongly endorsed by its CEO Carlo Izzo who, in addition to offering top-level hospitality, has also invested in sustainability by introducing a strong ecological component into his brand’s mix, consisting of elements like its name, slogan, logo, communications, corporate history and reputation, a distinctive sign of a company that aims to be more active, aware and attentive to the needs of its clientele. This new awareness has resulted in several targeted choices including the elimination of plastic in the hotel, the search for alternative energy sources, new energy efficient lighting fixtures and the installation of a column to recharge electric cars.
SABRINA PIACENZA
Kolbe Hotel Rome
Via di S. Teodoro, 48 00186 Rome Ph. +39 06 679 8866 www.kolbehotelrome.com
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HOTELS
Palazzo Montemartini Rome, A Radisson Collection Hotel L Rome Total number of bedrooms: 82 | Restaurants: 1, Senses Lounge Bar & Restaurant | Seats: 100 | Meeting rooms: 7 | Main room maximum capacity: 180 seats | Smallest room capacity: 20 seats | Secretarial room | Exhibition area: 600 sqm | Post congress organization
Palazzo Montemartini Rome, A Radisson Collection Hotel: five stars devoted to bleisure in the heart of Rome, a location of excellence, part of the Radisson Collection, the premium collection of iconic hotels situated in unique settings
Meeting in a Palace LUCIANA FRANCESCA REBONATO
Palazzo Montemartini Rome, A Radisson Collection Hotel
Largo Giovanni Montemartini, 20 00185 Rome Ph. +39 06 45661 Fax +39 06 45661661 info.palazzomontemartini@radissoncollection.com www.radissonhotels.com
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his is the first – and currently the only – structure in Italy of the Radisson group’s new luxury brand and it allows the guests to match their own life style to the exceptional quality of the destination, in a crescendo of multiple custom-made seductive facilities, wellness programmes, and gourmet food. It’s about mixing work with pleasure, professional skills with personal satisfaction. STYLE DETAILS The events which take place in Palazzo Montemartini Rome are exclusive, hosted in an historical 19th Century palace next to the Baths of Diocletian complex and a short walk from the Basilica of Santa Maria degli Angeli. In Palazzo Montemartini Rome there are spacious multifunctional rooms for MICE events, all equipped with latest generation technology to provide a variety of solutions and with capacity from 10 to 180 people. There are five business suites, a terrace of 120 square metres and a garden of nine hundred square metres, these latter perfect for alfresco events. The main room is the Sala Infinity which can welcome up to 120 guests when set up as an auditorium and up to 180 for cocktails
and stand-up events. The five business suites are impressive, each one being equipped with a private meeting room for 10 people. For the most prestigious events the natural choice is the Penthouse Suite, 180 square metres on two levels plus a panoramic terrace of 120 square metres. And after work, there is wellness and well-being from breakfast – served in the Senses Restaurant & Lounge Bar, in the magnificent hall with a central fountain – to the spa, the exclusive Caschera spa, with dedicated treatment rooms, pools – one heated and one a regenerating and hydrotherapy pool –, hammam, sauna, salt room, cromotherapy showers, gym and a chill-out area with tastings of herbal infusions. Wellness in Palazzo Montemartini continues in the four Spa Junior Suites, each with private stone pool with hydromassage, sauna and hammam area. The sensory journey continues in the Senses Restaurant & Lounge Bar, where guests can sample the gastronomic offers while the Champagne Bar presents a wide list of prestigious labels in a setting of columns, marble and water features as well as an external space with a view of the ancient Servian Walls.
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HOTELS
A modern hotel and elegant congress centre with high quality standards in Matera, a fascinating location whose charm is famous worldwide: the four-star MH Matera Hotel is MICE-oriented, for successful top events
Excellence in the city of the “Sassi� ANDREA MATTEUCCI
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ocated in a five-hectare park in the hills surrounding the beautiful town of Matera, famous for its Sassi (caves), a UNESCO World Heritage Site since 1993, as well as the European capital of culture 2019, MH Matera Hotel is an elegant and modern four-star hotel that merits to be a five-star. An exclusive high-class country resort, ideal for both leisure and businessoriented customers, who are guaranteed to find flexible and complete solutions for the most diverse needs. There are 131 rooms of different types, many of these have a patio or balcony. All of them, however, are equipped with superior quality comforts and a corner with desk and ergonomic chair to work in complete tranquillity and privacy. The brand-new business centre, with natural light and direct access for loading and unloading equipment, also has superior quality technology, as well as a dedicated professional staff. It is divided into two different structures: the first is made up of five meeting rooms and can accommodate up to 600 people. The new
conference centre is instead located on two different floors of the structure and has a capacity of 800; the Azalea plenary hall can accommodate up to 600 delegates and can be divided into two halls for 150 and 250 people. The conference space on the second level of the hotel, Gardenia, has a capacity of 300 guests. An internal congress centre, part of the MH Matera Hotel, is equipped, among other things, with a stage, LED-wall screens, cameras for sending images, control room and state-ofthe-art audio and amplification systems for teleconferences, projections, amplifications and recordings. Here there is also a reception, for the accreditation of business guests, a cloakroom, a bar, a dining area and large spaces in the foyer located in front of the room, as well as several areas reserved for coffee breaks and work breakfasts. A SPACE FOR EVERY EVENT There are also adjacent areas available which are ideal for press conferences, fashion shows, exhibitions, displays and
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HOTELS
MH Matera Hotel Matera Total number of bedrooms: 131 | Restaurants: 3 | Seats: 80 + 150 + 400 | Meeting rooms: 5 | Main room maximum capacity: 400 seats | Smallest room capacity: 35 seats | Secretarial room | Exhibition area: 250 sqm | Post congress organization
product launches. Another particularly scenic setting for gala dinners and cocktails is La Terrazza, a large space with panoramic views of the park surrounding the structure, with illuminated multi-coloured fountains and lawns, with a sunroof for elegant poolside events. There is also a large area that can accommodate a large marquee. The meeting rooms are flanked by six different banquet spaces, recently renovated, which can accommodate up to 800 people. Food is excellent at MH Matera Hotel, with modern interpretations of traditional local dishes by the chef. The high-level catering service offers tailored menus for MICE customers and is ideal for business lunches, gala dinners and for quick lunches between one work commitment and another. During the summer, the Beach Bar is also open, for light lunches, aperitifs and happy hours, as is Il Beach, the hotel’s summer restaurant located between the lake and the swimming pool. Business receptions also find the perfect location here: there
are three large and bright indoor rooms available, as well as the Giardini Venusio room, an elegant banquet room for up to 600 people, a restaurant and a VIP lounge reserved for smaller events. The participants of conferences, conventions and business events are also given ample space to relax in the internal and completely renovated wellness and fitness centre: here you can experience relaxing moments after an intense working day thanks to a gym with hi-tech equipment, indoor and outdoor swimming pool with whirlpool, Finnish sauna, Turkish bath, multisensory showers, the relaxation area with a view of the waterfall and the lake with herbal tea corner. Among the proposals of MH Matera Hotel, of course, there are also several tailored post congress excursion programs to discover not only the beauties of Matera, the city of the Sassi, with caves, palaces and churches dug into the tuff, the characteristic local rock, but also of the fascinating surrounding area, old towns, ancient traditions and unique flavours.
MH Matera Hotel
Via Germania, sn - Borgo Venusio 75100 Matera Ph. +39 0835 215111 mice@mhmaterahotel.com www.mhmaterahotel.com
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HOTELS
The Grand Hotel Tiziano e dei Congressi, which for many years has been the point of reference for Lecce hospitality, has changed management and is about to undergo major renovation work
The Grand Hotel of Lecce ANTONELLA ANDRETTA
Right, two recent new entries in the management of the Grand Hotel Tiziano e dei Congressi: Graziana Giannetta, the general manager, and Alessandro Lorenzo, the congress manager
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ecce, one of the main cities of the Puglia region, is located right in the “heel� of the Italian peninsula. It is not only one of the most beautiful cities in Italy and one of the most popular tourist destinations in the South (second only to Naples and Matera), but it is also an important hub for the economy of the whole region, which ranks among the most dynamic areas of the South, home to universities, courts, companies and service companies. The
Grand Hotel Tiziano e dei Congressi, with its 273 rooms of various types (classic, superior and executive) and its 13 conference rooms is the point of reference for events and business meetings. We spoke to the new general manager, Graziana Giannetta, who has many years of experience in the hotel industry. ÂŤI am very proud to have managed this hotel for the past year. It is a great challenge and a great commitment, and I am enthusiastic about creating a real team with all the staff, which includes many young and extremely dynamic people. 2019 was a good year for us, during which we hosted important conferences and others are scheduled for this year. But we are not only interested in large events: we continuously welcome business meetings and appointments, thanks to the availability of spaces and the location of the hotel, which is easily accessible from the motorways and Brindisi airport. The airport shuttle stops just 50
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HOTELS
Grand Hotel Tiziano e dei Congressi Lecce Total number of bedrooms: 273 | Restaurants: 2 | Seats: 500 seates, 1.000 standing | Meeting rooms: 13 | Main room maximum capacity: 800 seats | Smallest room capacity: 5 seats | Secretarial room | Post congress organization
metres from the hotel and we are a short drive or 15 minute walk from the city centre». COMING SOON Graziana Giannetta tells us about plans for the future: «The main novelty is the imminent renovation of an entire wing of the hotel. It consists of 120 rooms which will be redone and furnished in a fresher, more modern style and will be highly technological. Also for the conference centre, pending major restructuring that will be starting soon, we have introduced some innovations, such as the possibility of serving coffee and aperitifs directly inside the event spaces. The congress manager, Alessandro Lorenzo, has also been recently appointed and has been entrusted with the task of supervising this strategic sector for the hotel and the organisation of events in the 13 rooms, the largest of which can host up to 800 people with a theatre set-up. This is a big challenge but passion, dynamism
and enthusiasm are all qualities that certainly are not lacking in our staff!». The hotel also has a beautiful garden with a swimming pool, the area around it is often the scene of events, cocktails and poolside evenings during the summer season, when tourists crowd the city and the whole of Salento (whose beaches have earned the nickname “Caribbean of Italy”). Among the services offered by the hotel, the Michelangelo restaurant with the adjacent Winter Garden is much appreciated: entirely made of glass, it is particularly suitable for hosting parties and gala dinners. The Salone delle Feste is the area dedicated to large banquets: housed in the premises of an old distillery with high vaulted ceilings, it has a capacity of up to 300 people and its large fireplace makes it a warm and welcoming environment. To top it all, there is a small but well-equipped spa with sauna and hot tub and a large parking area. There is free parking for bicycles.
Grand Hotel Tiziano e dei Congressi
Viale Porta Europea, 5 73100 Lecce Ph. +39 0832 272111 congress@grandhoteltiziano.it www.grandhoteltiziano.it
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The Reggia of Venaria, after its glorious past as a royal residence, is now a catalyst of events and generator of relations, an international reference point for the meeting industry. A stone’s throw away from Turin
Royal events SABRINA PIACENZA
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ot very far from Turin but far enough to be in another world. A world made of history, prestige and elegance to which even today the magical atmosphere of all the rooms aspires. The Venaria Reale, historic residence and UNESCO Heritage Site, has the extraordinary ability to take us back in time and at the same time to project us into the future.
There are very few places that can do this but the Venaria Reale can, because it has no fear of the weight of the past: on the contrary this royal residence transforms it to an added value for telling a new story. In this case we have before us an environmental-architectural unicum, an immense, varied and emotive space where the visitor can’t resist being involved in the magical atmosphere encased in a context of multiple cultural attractions: shows, events, concerts, exhibitions that alternate with possibilities for entertainment, close contact with nature, relaxation, sports and wine and food culture. Into this context we introduce the meeting industry. Indeed, it is for the exclusive quality of its rooms that the location is chosen by companies in order to associate their brands with a jewel of culture and art. MICE OPEN AIR However, the Venaria Reale has another distinguishing feature. There are very few cases where the integration between the building and the surrounding green area succeeds as well as it does here. Often the outdoors becomes a space for completion and not the true protagonist of an event. The Reggia is not like that. Indeed, it is
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La Venaria Reale Venaria Reale (TO) Meeting rooms: 3 | Main room maximum capacity: 350 seats | Smallest room capacity: 99 seats | Exhibition area: 100,000 sqm | Banqueting Hall: 3 | Maximum capacity for standing receptions: 800 guests | Maximum capacity for seated receptions: 600 guests | Post congress organization
really the open space which brings this microcosm into the contemporary, its gardens provide the background to exclusive events, gala evenings and dinners under the stars. Perhaps there was no need for the victory in the 17th edition of “Italy’s most beautiful park” competition to certify its beauty, but the recognition means to be a testimony to the quality of the dialogue between past and present, between archaeological sites and contemporary works. The garden today is composed of numerous areas: the Low Park with the Garden of the Fluid Sculptures of Giuseppe Penone and the Potager Royal; the High Park with the Flower garden, the Rose garden, the Gran Parterre Juvarriano. Spaces with different characteristics, which the event organisers can match perfectly with the rooms in the Reggia, according to the specifics of each project. From the Chamber of Diana to the Grand Gallery to mention only two; spaces with a personality, a triumph of baroque decoration, but at the same time versatile spaces that can be set up according to the needs of the event. And then the Chapel of St. Uberto, the Lemon House and the Juvarriana Stables, unique spaces that favour concentration and attention, fundamental for the business segment. EVENTS IN 2020 Such beauty is obviously not the result of mere chance but of a process over several years which meant that in 2007 the Reggia was able to reopen after two centuries of abandon and decay. A restoration that
returned the architectural complex to its original splendour and since then has placed it as one of the most important permanent cultural projects not only of our country but beyond. Venaria Reale today can boast a programme of events of excellent level such as the Italian weddings Awards, a prize created to reward the excellence and professionalism of the Italian wedding sector, an annual appointment which, like a real Oscar Night, wishes to promote internationally the best suppliers of our territory. Over the years the royal residence has developed an across the board offer which, besides the business opportunities also includes shows and exhibitions that bring a great number of visitors to Venaria. For example, the exhibition “Challenge of Baroque” which from March to June will host over 200 masterpieces from the world’s prestigious museums and private collections. An unmissable opportunity, like the others which will follow in the packed programme of events for 2020.
La Venaria Reale
Piazza della Repubblica, 4 10078 Venaria (TO) Ph. +39 011 4992300 ilmiospazio@lavenariareale.it www.lavenaria.it
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Travel skywards and discover the marvels of Mont Blanc as you get closer to its summit. Skyway Monte Bianco is the ideal location for wow-effect events, designed to offer participants a unique, unforgettable experience
Climbing skywards SABRINA PIACENZA
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dentifying original places to organize an event, a presentation, an unusual meeting or an exclusive convention is never easy. Given where it’s located, Skyway Monte Bianco is unquestionably one of the most original. A unique place set against the magnificent backdrop of Mont Blanc and the surrounding mountain ranges. This is an ideal location to combine work sessions with an exclusive ascent, 3,466 metres into the sky. Skyway Monte Bianco is a majestic cable car system designed to create a connection between humans and mountains. An epic feat of engineering and architecture that began in the 1930’s. The brainchild of someone, and others like him, who believed that making this imposing mountain accessible to everyone was not impossible. It is a story of research, resourcefulness and hard work, and having a common goal: to connect Courmayeur to Mont Blanc, the highest peak in Italy. Although the Mont Blanc Cableways were originally opened in 1947, it was only in 2015 that this large modern system was built and upgraded according to the highest standards of safety and technology. This cableway was designed to blend seamlessly with its natural surroundings while simultaneously making the incomparable panoramas of the Mont Blanc range within reach and visible to everyone.
ASCENDING TO THE HIGHEST PEAK IN ITALY The cableway departs from the Courmayeur/The Valley station located just three kilometres from the residential area, at an altitude of 1,300 metres. The semispherical cars rotate a full 360 degrees, offering a wrap-around view of the surrounding peaks. The journey takes about ten minutes to reach the intermediate Pavillion/The Mountain station and another ten minutes to reach the second and last station of Punta Helbronner. The intermediate station is the largest and most spacious and it is used as a “base camp” to explore the mountain. Located at an altitude of 2,173 metres, it is the boundary beyond which vegetation gives way to rocks. The station features large glass-panelled panoramic spaces where you can discover mountain food and wine, enjoy film screenings, dedicate yourself to Alpine shopping, enjoy a historical display of cable cars and explore the mountain. You can also watch the explosion of nature in the botanical garden, where you can admire 900 species of Alpine plants from every corner of the world. Inside the Pavillion station you’ll find a theatre-style auditorium designed to accommodate up to 150 people. In addition to a 10x5.4 metre screen, the auditorium is fully equipped to host screenings and conferences with
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Skyway Monte Bianco Courmayeur (AO) Meeting rooms: 2 | Main room maximum capacity: 150 seats | Smallest room capacity: 70 seats | Foyer | Exhibition area: 20 | Restaurant | Maximum capacity for standing receptions: 148 guests | Maximum capacity for seated dinners: 130 guests | Post congress organization
simultaneous translation. On arriving at Punta Helbronner, the last leg of the Skyway Monte Bianco, you can admire the scenery of eternal snow close-up. The station is shaped like a crystal, and a vertical tunnel dug out in the mountain leads to the heart of Mont Blanc. This is the departure point for mountaineering and off-piste trails, including that of the Toula glacier, the Marbrées and the 24 kilometres of the Vallée Blanche leading to Chamonix, as well as the Brenva glacier trail. Thanks to the lift and tunnel dug out in the mountain, the Rifugio Torino (Torino Refuge), located just a short distance away, is easily accessible. At this altitude, the sky merges with the station: from the lofty transparent walkway of the SkyVertigo to the spectacular Osservatorio 360°, a circular terrace offering a 360-degree view of expanses of rock, clouds and ice. In addition to the Aiguille du Midi room and the Monte Bianco room, the station also hosts a display of Mont Blanc crystals. BRAND NEW Skyway Monte Bianco is a unique location for conferences, private events and special occasions. In addition to spectacular meeting rooms, a top-level catering service and state-of-the-art technological
equipment, it offers organizers and clients the option of special evening openings. The historical Pavillon station was recently enriched by several innovative features including the La Verticale conference room by Panasonic, an exclusive space with a breathtaking view over the valley and the Alps. A flexible room offering multiple set-ups (U-shaped, boardroom-style or group tables) designed to accommodate from 20 to 80 delegates, with an adjacent, dedicated area for coffee breaks, a screen measuring 3x1.7 metres and an avantgarde audio/visual system (Panasonic laser projector). Other standouts include the Hangar 2173, an exhibition space that takes visitors on a journey through the history of Mont Blanc’s cableways, and the Alpino Restaurant, the result of a partnership between Skyway Monte Bianco and Agostino Buillas, the owner and chef of Café Quinson (based in Morgex), where you can savour the traditional tastes of the Aosta Valley, revisited based on the chef’s delightful philosophy of Alpine cuisine. Additionally, at the departure station, lovers of extreme mountain sports can book a hike or an excursion on the glacier. The assistants at the station are also on-hand to provide useful information about exploring the mountain in total safety with Courmayeur’s Alpine Guides.
Skyway Monte Bianco
Strada Statale 26 dir, n° 48 - Entrèves 11013 Courmayeur (AO) Ph. +39 0165 89196 Fax +39 0165 89439 isabella.vanacorefalco@montebianco.com info@montebianco.com www.montebianco.com
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“Alfisti” (Alfa Romeo fans) and aficionados of Italian style rejoice! There’s a museum near Milan where historical cars are on exhibit, and this history serves as the ideal set for corporate events in a place featuring several of the world’s most beautiful four-wheeled gems
A seductive style ANTONELLA ANDRETTA
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n Legnano, halfway between Milan and the Malpensa airport, you’ll find the Fratelli Cozzi Museum, a truly special museum that hosts sixty Alfa Romeo cars produced from 1950 to the present time. This splendid collection, featuring original models and unique accessories, is worth a visit in its own right. However, what makes this museum truly one-of-a-kind, is its stimulating atmosphere, and the chance to organise evocative events in its spaces. The museum was designed by Gabriele and Oscar Buratti, two world-renowned architects, who created a complex setting highlighting each model. The museum space was developed so that people would ignore the exterior and focus on its content. The architects achieved this, starting with the entrance to the museum. To access the display area, you pass through an eye-catching room painted in red, hung with blow-ups that can be customized with the logo of the company organizing the event. The first impression is very striking, and this impact offers a taste of what lies ahead for visitors to this treasure trove, where red transitions to black, an achromatic colour that ideally highlights shapes and profiles, and showcases them in their original splendour.
AN IMMERSION INTO ITALIAN STYLE Cross the threshold and walk down the staircase that leads to the display area, with increasing wonder: 60 cars of various eras are displayed. Not just any 60 cars, but 60 Alfa Romeos, among the most famous symbols of the best that Italy has to offer in terms of design, success in racing events and an avant-garde industry. Entering the display space and browsing the models displayed is more than just admiring magnificent cars, it means celebrating 60 years of Italian history from 1950 onwards (the era in which the first model displayed was produced), in a vibrant atmosphere, open to the public. Although it is a museum, it’s not impersonal, but animated and charged with energy, which is emitted from the engines and highly polished bodywork. It is no surprise that numerous companies and agencies from all over the world have chosen the Fratelli Cozzi Museum for their events. In addition to the history of Italian design and epic Alfa Romeo events, the location offers a 360-degree Italian experience, including the food, an important component for a successful event, and in this case, essential for immersing guests in an Italian atmosphere, thanks to the first-class catering service and
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Fratelli Cozzi Museum Legnano (MI) Meeting rooms: 2 | Main room maximum capacity: 250 seats | Smallest room capacity: 30 seats | Secretarial room | External area: 200 sqm | Banqueting hall | Maximum capacity for standing receptions: 250 guests | Maximum capacity for seated dinners: 250 guests | Post congress organization
spectacular cooking demos. The museum is characterized by three aisles, interspersed with a series of columns that are embedded in the floor, which resembles a road surface marked by broken white lines! The sedans and the coupés are located in the side aisles, while the roadsters are hosted in the main aisle. It is here, amongst an Alfetta, a Duetto and a Giulietta – all models that still make car enthusiasts’ hearts beat – that events are organised. GALA DINNERS AMIDST CHROME PLATING AND ENGINES The space, measuring 55 metres long, 20 metres wide and 3.3 metres high, can seat up to 200 delegates theatre-style, and up to 250 delegates for gala dinners, in a configuration featuring round tables that occupy the central area of the room. In addition to being eye-catching, the space is extremely versatile and fitted out
with a professional audiovisual system measuring 3x6 metres. No detail has been left to chance, as far as the décor is concerned. This includes the tables and iron totems, which were also designed by the two architects. Attentive service is also provided by the venue’s close-knit team which follows every aspect involved in the planning and organisation of events. In addition to a large car park (up to 200 parking spaces), the museum is located just a short distance from numerous topnotch hotels. For delegates wishing to stay in Milan, the museum’s staff organises shuttles from all areas of the city, including Milan’s main railway stations, car parks located near to metro stations and the fairgrounds. It’s also important to note the Fratelli Cozzi Museum’s commitment to numerous cultural and social endeavours; yet another reason to choose a location for which social responsibility is a prime concern.
Fratelli Cozzi Museum
Via Pietro Toselli, 46 20025 Legnano (MI) Ph.+39 0331 427923 elisabetta.cozzi@musefratellicozzi.com www.museofratellicozzi.com
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Auditorium Antonianum Rome Meeting rooms: 5 | Main room maximum capacity: 500 seats | Smallest room capacity: 20 seats | Secretarial room | Exhibition area: 500 sqm | Maximum capacity for standing receptions: 500 guests | Maximum capacity for seated dinners: 100 guests | Post congress organization
The Auditorium Antonianum is the perfect venue in the centre of Rome for quality meetings where nothing is taken for granted. This historical location as well as the state of art technology ensure the success of all types of events and meetings
Where events live ANDREA MATTEUCCI
Auditorium Antonianum
Viale Manzoni, 1 00185 Rome Ph. +39 06 45582593 info@auditoriumantonianum.it www.auditoriumantonianum.it
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he The Auditorium Antonianum is an elegant Conference Centre situated in the centre of Rome. Its ancient history as well as state of the art technology represent the perfect location for company meetings, medical-scientific conferences and all the MICE cultural initiatives and events. The Auditorium, the main 800 square metres conference hall with seating for 572 people, is the protagonist of this Congress Centre: its micro perforated wood panelling guarantees outstanding acoustics; its elegant leather seating with under-chair air conditioning ensures the utmost in audience comfort. The room is equipped with cutting edge audiovisual technology and an en-suite control room. There are also two foyers, some dressing rooms for the speaker, a little sitting room backstage, and a pressroom with a direct audio and video connection with the main hall. The congress centre has other four smaller halls called San Francesco, Jacopone da Todi, san Bernardino da Siena, (these last two halls are identical) as well as Santa Chiara, with seating for 20 people, which is perfect for smaller meetings. The internal staff provides all the needed technological help as well as the necessary
logistical support to meet all the business requirements, the various rooms may be furnished according to the users ‘needs. Guest may also choose to use the professional multi language interpreters and translators to support the foreign delegates, a qualified team of hostesses in charge of welcoming the participants as well as some discounted garages and parking spaces near the auditorium some nearby hotels and a number of customized transfer service too. The internal restaurant Fra’gusto offer coffee breaks, light lunch, business lunches and dinners and a high quality service which Is also suitable for big group of participants. Lastly, the Auditorium Antonianum is very respectful of the environment and is entirely plastic free.
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Cagliari Airport
BUSINESS CENTRE
Un meeting da prendere al volo....
www.cagliariairport.it
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VENUES
Tiberius Pompei Pompeii (NA) Meeting rooms: 3 | Main room maximum capacity: 250 seats | Smallest room capacity: 300 seats | Secretarial room | External area: gardens, 800 sqm; terraces, 600 sqm | Restaurants: 2, Tiberius and So Zen | Maximum capacity for standing receptions: 500 guests, Tiberius; 500 guests, So Zen | Post congress organization
Tiberius Events Location: special effects for the MICE sector, the ideal place – both restaurant and venue – for experiencing the authentic Campania in a crescendo of spaces, rooms and gardens dedicated to events, with the leit motif of catering of the highest quality
Spaces and ideas for successful events T
iberius consolidates its vocation as a high level restaurant and a location for upscale events: the spacious interiors and exteriors cover an area of ten thousand square metres and are situated in a legendary setting – the great majesty of the volcano, the Gulf of Naples with Capri the queen of the islands and, last but not least, the surrounding historical villas. EVENTS WITH STYLE The three spacious rooms, modular and luminous, can seat up to eight hundred people and this allows for many different activities for the meetings industry to take place, from formal ceremonies to sparkling parties, from shows to events. In particular, the Salotto dei Misteri is the ideal space for the Ancient Pompeii Toga Party, a cheerful and cultural experience designed by Tiberius, presenting frescoes painted by Franco Gracco in the 1960’s which take their inspiration from scenes of the bygone age. The external areas have space to seat over six hundred people and include La Terrasse, dedicated to exclusive events and the fabulous terrace restaurant So Zen which, thanks to its unique concept, has been elected as the “in” place of the area. However, the jewel in
Tiberius’s crown is the panoramic garden which flanks the ancient Pompeian villas and looks onto them – the Garden of the Senses. The flowers and the pergola of vines and roses blend perfectly with the site’s ancestral magic, natural luxury of great appeal. Tiberius is continually on the lookout for food from conscientious farmers and producers at “0 km” while the chefs make dishes which range from the faithful reproduction of antique and traditional recipes to experimental fusions and use of spices. The company concept follows the logic of making the most of their guests’ time, their objective being to give an authentic culinary experience with gastronomic offers that reflect the traditions of Campania. The “feeling” of Pasquale Nina and Karine Compain, owners and general managers of Tiberius, aware of the beauty which surrounds them and the potential of the Vesuvian area, consents the growth in quality of the entire organisation. This pair of entrepreneurs open a window onto a world which allows for experimentation and innovation in food and drink and is a showcase not only for local products but also, and above all, for the region’s many talents.
L. FRANCESCA REBONATO
Tiberius Events Location
Via Villa dei Misteri, 7 Pompeii (NA) Ph. +39 081 8613550 info@tiberiusonline.com www.tiberiusonline.com
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INCENTIVE RESORTS
Chervò Golf Hotel SPA & Resort San Vigilio Pozzolengo (BS) Total number of bedrooms: 131 | Restaurant: 1 | Seats: 550 | Meeting rooms: 5 | Main room maximum capacity: 250 seats | Smallest room capacity: 40 seats | Secretarial room | Post congress organization
Here dreams take shape On Lake Garda the Chervò Golf Hotel SPA & Resort San Vigilio, built around an old abbey, is a key structure in the national panorama thanks (also) to the dynamism of its team NICOLETTA TOFFANO
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here are destinations in Italy that alone are worth a trip: places that seem to be the perfect balance between nature that has sculpted breathtaking scenarios and the hand of man which has created no less beautiful and interesting landscapes. One of these destinations is Lake Garda: crystal clear waters between high mountains surrounded by vineyards, olive groves, lemon groves, medieval villages with walls and towers, castles and ancient abbeys. Among these, on the Brescia side, there is the XII century Benedictine San Vigilio Abbey which is at the centre of the Chervò
Golf Hotel SPA & Resort San Vigilio, a jewel of hospitality that includes an extraordinary 36-hole golf course designed by architect Kurt Rossknech, a hotel, apartments, Spa, restaurants, meeting rooms, a sports centre and swimming pools. The beautiful structure, with its unmistakable Italian luxury design which is perfectly integrated in the delicate historical context and blends perfectly with the landscape, is located 10 kilometres from Desenzano del Garda, less than an hour from Orio al Serio airport and only 15 minutes from Verona’s international airport Valerio Catullo which has multiple daily flights to Rome Fiumicino. The location is therefore the first “plus” that the resort offers to foreign agencies for refined incentive trips, in a market that is changing, as the event managers explain: «Today thanks also to the excellent connections, in addition to guests from Switzerland and Germany, we are seeing an increase in business from Eastern and Northern Europe: Hungary, Poland, Czechoslovakia, Scandinavian countries. Our structure can accommodate up to 250 people for events of all kinds and maximum care is always guaranteed, dedicating reserved spaces in the restaurant area, such as terraces overlooking the golf course, and organizing special team building activities. We always manage to create an atmosphere of privacy, harmony and satisfaction between guests and this makes corporate communication more efficient».
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INCENTIVE RESORTS
LOTS OF SPACES, AND ABOVE ALL IDEAS There are many spaces that the Chervò Golf Hotel SPA & Resort San Vigilio offers, all customizable and often available exclusively. Among the indoor ones there is the panoramic congress centre, situated in the Club House, with five rooms and a 250-seat plenary space. But the range of outdoor spaces is unique: there are tennis courts, beach volleyball, five-a-side football pitches, two swimming pools, one of which is a 1,000 square metre bionatural one, gardens and lots of greenery. Just being surrounded by nature makes it the ideal location for the automotive sector, beloved by companies and associations, both national and international, like for example, Ferrari, Lamborghini, and vintage cars. Here it is possible to organize exhibitions in large car parks, access cars directly in one of the meeting rooms, create routes in the outdoor spaces owned by the resort and also test drive the scenic curves of the moraine hills that act as backdrop to Sirmione and Desenzano. The incentives take place on average over three days and may include short meetings, gala dinners, relaxing moments of discovery of the territory and team building activities. In terms of group activities, pride of place goes to the world of golf, led by the professionals of the Chervò Golf Academy: from introductory lessons with practice directly on the green, to the organization of corporate mini-tournaments
complete with trophies and awards. The cooking classes are special for exciting culinary challenges and the wine tastings are organized in very suggestive spaces outdoors, under a pergola or in the tasting room. But the ideas that can be transformed here into real experiences are many: intriguing treasure hunts among the hills on vintage roadsters, exclusive tours of the lake on private boats and even the most exciting helicopter excursions.
Chervò Golf Hotel SPA & Resort San Vigilio
Loc. San Vigilio, 1 25010 Pozzolengo (BS) Ph. + 39 030 91801 info@chervogolfsanvigilio.it www.chervogolfsanvigilio.it
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INCENTIVE RESORTS
Almar Jesolo Resort & Spa Lido di Jesolo (VE) Total number of bedrooms: 197 | Restaurants: 1 | Seats: 230 | Meeting rooms: 5 | Main room maximum capacity: 530 seats | Smallest room capacity: 14 seats | Secretarial room | Exhibition area: 50 sqm | Post congress organization
A business oasis in the Venice Lagoon Superior quality, efficient services and elegance are the key words to describe Almar Jesolo Resort & Spa, the facility located at Jesolo Lido, in the Lagoon of Venice ANDREA MATTEUCCI
Almar Jesolo Resort & Spa
Via Dante Alighieri, 106 30016 Jesolo Lido (VE) Ph. +39 0421 388111 info@almarjesolo.com www.almarjesolo.com
A
t Jesolo Lido, 45 kilometres far from Venice, there is the seafront five-star Almar Jesolo Resort & Spa; internationally praised, it soon became the perfect location for customised incentives, meetings and conferences. Three main factors feature the “Almar Experience”: the leisure, that is the range of tastes offered by the Mediterra Restaurant as well as the comfort of 21 suites and 176 elegant rooms; the wellbeing, represented by the award-winning Almablu Wellness & Spa, the perfect oasis to regain your balance; and the concept of edutainment, a new way to experience the business world in the name of relax.
There are 197 rooms – divided into doublerooms, triple-rooms and the family deluxe ones – that are furnished in the Italian style, where soft delicate colours assure the highest comfort thus giving guests the chance to enjoy the wide available spaces and cherish themselves. 130 rooms have a seafront view, 34 are located on one side and 33 look out on the garden. The catering offer is rich and varied, as it aims at meeting the most demanding tastes and it doesn’t forget the well-being. The delicate cuisine of the Mediterra Restaurant is an elegant combination of sea and land products while the The River Lounge Bar and the Light Blue Bar offer a wide range of options in two more informal locations. The auditorium and the dedicated foyer are multifunctional spaces that can match different solutions like conferences, meetings or automotive car launches: the plenary room can be turned into three different rooms that can welcome up to 530 people and it is equipped with highly technologically advanced devices to guarantee successful meetings. Besides the main audience there are also two rooms in the upper gallery. The internal restaurant is the best solution to customise coffee breaks, business brunches or dinners while the Spa is great to relax after a business meeting: as the matter of fact the Almablu Wellness & Spa provides several well-being services like the seafront hydro-massage area, sauna, steam baths as well as some exclusive programs based on the traditional Chinese medicine and different types of treatments aimed at one’s full rebalancing.
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In the Center of Cagliari A unique place that revisits the idea of comfort and makes it contemporary, Palazzo Doglio is located in the heart of the city next to historic areas and the business district. The hotel, which offers a selection of 72 elegant rooms and suites, surrounds a charming courtyard with restaurants, bars and boutiques. Palazzo Doglio also boasts 5 impressive meeting rooms of different spaces, which are ideal for any type of event; from private board meetings to larger events for up to 1000 people in our specatular Doglio Theatre.
palazzodoglio.com I info@palazzodoglio.com
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INCENTIVE RESORTS
Santa Tecla Palace Hotel Acireale (CT) Total number of bedrooms: 436 | Restaurants: 2 | Seats: 600 | Meeting rooms: 9 | Main room maximum capacity: 500 seats | Smallest room capacity: 35 seats | Secretarial room | Post congress organization
Eruptions of creativity on the slopes of Etna T
he sea is right there before you: you can feel its presence, the scent, the sound. Behind you is the volcano, Etna, even more alluring in the winter when its craters and slopes are white with snow. This is the scenery which surrounds one of the most beautiful congress centres along the entire Ionic coast of Sicily; here there are no sombre meeting rooms, instead there are 2,500 square metres of congress space with immense windows which look onto the infinity of the sea. And then 26,000 square metres of internal spaces, gardens, pergolas, terraces and swimming pools, all available for the events market, of whatever type: congresses, incentives, product launches, film productions. This is only the first of the reasons why Santa Tecla Palace in Acireale has been known and appreciated for many years by the most prestigious brands of many companies, from the motor industry to pharmaceuticals, to food, from telecommunications to banking, from Italy, Germany, France, Eastern Europe but above all and increasingly from England thanks to direct connections to Catania’s international airport. The number of events which take place in the facility is amazing, with an average of two per week in the months between September and May. This period, outside the high season for tourists, is increasingly requested for business. Special offers apart, the advantage of organising an event at Santa Tecla
The Hotel Santa Tecla Palace in Acireale, offers the European congress market one of Sicily’s most spectacular congress centres with a great variety of spaces and ideas Palace in the period which goes from autumn to the following spring lies in the fact of being able to benefit from the exclusive use of the whole facility. In this way, for the duration of the event a sort of village materialises inside the hotel, featuring a special and well defined atmosphere that makes it easier to reach the company’s objectives, from the communication of contents to team building. The very full calendar of MICE events is supported and made possible by the professionalism, willingness and cohesion of the whole organisation team together with the management’s ability to constantly renew the facility. Recent work includes the remaking of the facades and the addition of new services such as the restaurant La Rada with 200 places outside and on the beach to increase the offer of the three existing restaurants run by executive chefs and a pastry cook, an absolute must in Sicily, of rare excellence! The hotel is surrounded by a territory that offers a wealth of cultural and natural opportunities such as Acireale, the city famous for its baroque architecture and for its picturesque carnival, one of the oldest on the island.
NICOLETTA TOFFANO
Santa Tecla Palace
via Balestrate, 100 95024 Santa Tecla – Acireale (CT) Ph. + 39 095 7634015 info@hotelsantatecla.it www.hotelsantatecla.it
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FABULOUS PUGLIA
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Puglia. Where else? An intriguing location for any type of event, Puglia combines “doing business� with an extraordinary historical and architectural heritage, thanks to the innovative strategies of Pugliapromozione
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LUCIANA FRANCESCA REBONATO
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uthentic and spectacular, Puglia is a mosaic of culture, art, food and wine, nature and architecture, all of which are guaranteed to make a big impact on the visitor. The meeting industry here finds unique locations for important events, such as the UNESCO World Heritage “Trulli” (traditional conical stone houses) and the typical “Masserie” (country residences). Among the many distinctive characteristics of this
destination are a sense of continuity with the past and a strong local identity. BUSINESS? IT’S A PLEASURE Crystal clear waters and fine sandy bays, cliffs overlooking the sea and countryside dotted with vineyards, expanses of olive groves, cities with ancient traditions and UNESCO World Heritage sites, castles and cathedrals, dolmens and menhirs, historic villages, caves, manor houses, museums and icons of archeology: all of these combined with the lines of action identified
Above, Alberobello with its famous “trulli” On the opposite page, the emerald sea in Sant’Andrea, near Otranto
in the Pugliapromozione Puglia365 strategic plan, whose core business includes “Synergies 365 days a year” make Puglia a special location for your event. From Monte Sant’Angelo to Santa Maria di Leuca the all year round mild climate means that you can plan your event for any month or season. In Puglia, doing business is a pleasure: a welcoming, creative and dynamic destination, this is a region where tradition and authenticity are transformed into innovation, where well-being is valued and
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BY CAR OR MOTOR CYCLE Puglia sports an excellent network of highways and National roads, connecting the region with main southern, centrai and northern ltalian cities: Rome 430 km, Naples 260 km, Bologna 670 km, Milan 880 km.
BY BUS Frequent daily services from Rome, Bologna, Milan and Turin to Foggia, Bari, Brindisi, Lecce and Taranto. Bus services are provided by a variety of public and private companies operating throughout the region.
BY FERRY / CRUISES Direct car/passenger ferries connect the ports of Bari and Brindisi with Greece, Croatia, Montenegro and Albania. Bari is a stopover along the most important cruise ship routes serving the Mediterranean.
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BYPLANE Direct flights from the Bari and Brindisi lnternational Airports to Rome, Milan, Istanbul, Zurich, Munich, Frankfurt, Berlin, Moscow, Amsterdam, Barcelona, London, Vienna, Paris. Fly to Bari with Alitalia, Aegean, Air Cairo, Air Dolomiti, Air France, Albawings, Austrian Airlines, British Airways, Easyjet, Eurowings, lberia Express, Laudamotion, Lufthansa, Luxair, Ryanair, SAS, Sky Up, Siberia Airlines (S7), Swiss, Transavia, Turkish Airlines, Volotea, Vueling, Wizzair. Get updated information on: www.aeroportidipuglia.it/en
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SEA AND SKY ROUTES Puglia is easily accessible by scheduled flights and low cost airlines. There are two international airports: Bari, which mainly serves central-northern Puglia, and Brindisi, for the the Valle d’Itria, Salento and Magna Grecia. The airports are in continuous evolution with new destinations constantly being added and infrastructures improved. The expansion of Brindisi airport and the widening of the runway in Bari have opened the market to a wide range of destinations, with over a hundred scheduled flights, 80 of which are
slow rhythms improve the quality of life. Pugliapromozione, point of reference for the regional meeting industry, highlights five reasons why your business trip will be an unforgettable experience: events in locations
international. In Brindisi, new passenger areas have been inaugurated with additional operating spaces, significantly improving service levels, efficiency and safety. For cruise & ferry tourism, the ports of Bari and Brindisi are top-level stopovers for cruises and ferries with arrivals and departures from Croatia, Greece, Albania and Montenegro. Moreover, from Vieste to Taranto there are numerous locations equipped with marinas, docks and moorings.
Below, Bari and its seafront
overlooking the sea, team building in contact with nature, business meetings in cities and historical towns, fantastic mediterranean food and lots of interesting things to see and do when the working day has come to an end.
WORK MEETINGS? SEA VIEWS One of the main attractions of Puglia is its eight hundred kilometres of coastline. In Bari the lights of the city are reflected in the waters of the Adriatic. Enjoy a walk through the vibrant Murat district, the refined Umbertino and the historic old town, Bari Vecchia, culminating at Castello Svevo, the NormanSwabian castle. In the 19th century Murattiana area of Bari, the Petruzzelli Theatre – which can accommodate 1,500 people – is the ideal location for high-impact events. Managed by the Petruzzelli Lirico-Sinfonica Foundation, it has a rich artistic programme of classical music and opera.
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PALAZZO DELL’ACQUA In the centre of Bari stands the Palazzo dell’Acqua, headquarters of the Apulian Aqueduct. The style of the building is typical of local tradition in the numerous decorative and stylistic details, inspired by the most famous architectural monuments of the region. Built in Trani stone, the skill of local stonemasons may be seen in the details carved on the capitals, in the doublearched windows and on the balconies. The history of the building is narrated by Duilio Cambellotti through a rich gallery of murals, sculptures, furniture and other artefacts.
coloured stone. The port of Trani is protected on one side by the Santa Lucia Quay and on the other by the Sant’Antonio Quay. This area is the heart of the nightlife scene, perfect for sipping a glass of Moscato Doc by the sea. Trani is famous all over the world for the Cathedral of San Nicola Pellegrino, a
Above, the Cathedral of San Nicola Pellegrino in Trani Below, the Swabian Castle in Trani
Romanesque treasure which seems to be suspended over the sea, with the two crypts of San Nicola and Santa Maria and the hypogeum of San Leucio. A few steps away is the Swabian Castle, built by Frederick II, here MICE participants find a well-equipped conference room. Behind the port are the narrow streets of the Jewish quarter of Giudecca, with ancient synagogues and craft shops. Not far away is the Villa Comunale, a public park by the sea, ideal for taking a stroll between one work commitment and another. POLIGNANO AND MONOPOLI: NOT-TO-BE-MISSED DESTINATIONS The sea at Polignano will be the undisputed highlight in whatever season you
TRANI AND THE SWABIAN CASTLE From Bari to Trani, a city which overlooks the Adriatic with the elegance of an amphitheatre of light
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choose to hold your meeting or event. The latest jewel in the crown of Polignano is the new international tourist port, which together with the old town and its archways and narrow streets immortalised by various artists and poets through the years will make your visit here unforgettable. The event locations in Polignano have a strong emotional impact: just looking out from the balconies over the sea onto the rocks below, that look like giants rising up out of the intense turquoise water, will take your breath away. Polignano is home to the only museum of contemporary art in Puglia: the Pino Pascali Museum Foundation is dedicated to the artist from Puglia, Pino Pascali, who was among the forerunners of
Above, picturesque Monopoli Below, Polignano a Mare
Arte Povera, Body Art and Conceptual Art. In addition to the permanent collection – which includes many of Pascali’s most famous works – the Foundation is the location of international temporary exhibitions and home of the Pino Pascali Award. In the museum you can consult the immense
Pascali archive, with memorabilia, drawings and sculptures. Monopoli is another scenic and spectacular destination. Characterized by 99 districts, narrow alleys and picturesque squares and with its symbolic monument, the majestic Castle Carlo V, which rises in the heart
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of the old town on a small peninsula formerly called “Turris Paola”. A prestigious location for meetings and conferences, whose appearance has not altered since 1660, when the massive cylindrical tower, from which it is possible to gain access to the interior of the castle, was annexed. Put to various uses over the centuries, including being used as a prison in the early 1900s, the castle was restored in the ’70s and now houses the Municipal Archaeological Museum.
Above, Taranto and its castle Below, the Aragonese Castle in Otranto
Alfonsina and can admire the Aragonese Castle and the Cathedral, with the precious mosaic floor and the relics of the eight hundred martyrs. The castle, defensive stronghold of the city of Otranto, is today home to meeting rooms with a dense calendar of international events and
exhibitions. Walking around inside its majestic walls, you can enjoy the Alfonsina, Duchessa and Ippolita towers, and the bastion called Punta di Diamante. For post-congress walks outside Otranto, there is the majestic lighthouse of Punta Palascìa, the easternmost point of Italy, famous for
OTRANTO, MESSENGER OF PEACE It was UNESCO that gave the title of cultural heritage to the ancient village of Otranto, calling it “the messenger of peace” site. Business travellers enter the old city through Porta
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its spectacular sunrises, or a visit to the bauxite quarry with its emerald green lake surrounded by the coralcoloured hills of the quarry.
ph. Carlos Solito
TARANTO AND BRINDISI, TWO IS BETTER THAN ONE Taranto: the city nominated for the Mediterranean Games 2025 is characterised by the nineteenth-century revolving bridge, an engineering masterpiece that leads to the central streets of the city, where
Above, Brindisi and its marina Left, the lighthouse of Punta Palascìa, the easternmost point of Italy
you will be met by noble and majestic architecture such as the Aragonese castle, which hosts a number of conference rooms. Today the castle opens its doors to conferences and a wide variety of cultural events. The MarTA, National Archaeological Museum of Taranto, is one of the most
“PUGLIA 365” AND MICE TOURISM Puglia is the only region in Italy to have approved a tourism planning tool up to 2025, thanks to Pugliapromozione’s Puglia 365 strategic plan: a shared vision of tourism in Puglia of particular interest to the MICE sector, the key word of which is “synergies”. The plan is responsible for the introduction of numerous innovations, such as a new approach in welcoming visitors and more investment in promotion and in co-marketing with particular regard to foreign markets. Puglia is a very desirable destination for the foreign market – in the leisure context the number of foreign tourists visiting has grown by 154% in the last ten years. One
of the main reasons for this is low cost flights, the volume of which is constantly increasing as are the number of new routes. With events and activities taking place all over Puglia throughout the year, spring, summer, winter and autumn, it has become a sought after destination all year round. Alongside the high quality of services provided to MICE tourists the strategic plan provides for precise lines of action regarding food and wine and the ‘slow’ movement. A way of life which offers an alternative to global frenzy: in Puglia work means having respect for yourself, for your interlocutors and for the environment.
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TEAM BUILDING AND INCENTIVES IN WONDERFUL NATURAL SURROUNDINGS Meetings and conferences are organised in woods, national parks, fascinating canyons, ravines, crypts
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important archaeological collections dating back to Magna Grecia, with over two hundred thousand finds and artifacts ranging from Prehistory to the Middle Ages. MarTA is a point of reference for the meeting industry, with its rich cultural program with a full calendar of events in every season of the year. Brindisi, also provides unique locations for the organisers of meetings and conferences such as the Aragonese Fort on the sea, with its flame red stone, and the Swabian Castle built by Frederick II.
Above, the crystal-clear water of the Tremiti Islands
Below, charming Vieste
and caves. The Gargano National Park covers 120 thousand hectares spread over 18 municipalities and features many interesting places to visit: San Giovanni Rotondo and San Marco in Lamis, the Swabian castle of Monte Sant’Angelo, the castle of Manfredonia and the coastal towns of Peschici and Vieste. Added
to this are several protected areas including the Marine Reserve of the Tremiti Islands, with backdrops of extraordinary beauty and intriguing natural caves. Within the national park on the promontory of the Gargano is the Umbra Forest, whose beech-woods have been a UNESCO World Natural Heritage
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ALTA MURGIA NATIONAL PARK Another record for Puglia: the Alta Murgia National Park – extending from the Adriatic coast to the Lucani hills – preserves the last example of Mediterranean steppe in Italy. Composed primarily of limestone, tuff and clay deposits, the plateau is rich in typical local vegetation, with lampascioni (an edible bulb), wild asparagus and cardoncelli mushrooms. The pride of the Park is Castel del Monte, built by Emperor Frederick
II who was the “father” of Castel del Monte, it is an extraordinary fortress on top of a gentle hill twenty kilometres from Andria. The mysterious octagonal plan of the castle, perhaps used as an astronomical observatory or an imposing hunting lodge, differs significantly in its structure from all the other castles in Puglia.
Above, the relaxing landscape of the Alta Murgia National Park Below, the canyon of Gravina di Laterza
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since 2017. Lying between the territory of Vico del Gargano, Vieste and Monte Sant’Angelo, the forest is the largest deciduous forests in Italy and is one of the largest in Europe: its 10,500 hectares of surface is a perfect place for team building events.
GRAVINA DI LATERZA AND THE ECOMUSEUM OF VALLE D’ITRIA The Gravina di Laterza (Laterza Ravine) is one of the largest canyons in Europe: 12 kilometres long by five hundred meters wide, with weather worn rock cliffs and limestone walls that are more than two hundred metres high. Laterza is the heart of the Terre delle Gravine Regional Natural Park, about 50 kilometres from Taranto, nestled between the Murge di Santeramo and Altamura and the caves of Massafra and Mottola. The Valle d’Itria Ecomuseum offers a fascinating post-meeting visit: it is one of the most extensive ecomuseums in Europe spanning the towns of Alberobello, Cisternino, Fasano, Locorotondo,
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Martina Franca and Monopoli. An opportunity to discover, at the numerous local ‘sagre’ and events, the soul of the territory and its traditions, and the crafts of the artisans who work with stone, iron, wood, ceramics and terracotta. MEETINGS IN CITIES OF ART AND ‘OLD TOWNS’ Puglia has an ancient and interesting history. Old mansions and noble residences host meetings and conferences in a perfect synergy between past and present, professionalism and culture, history and avantgarde. In addition to high quality accommodation scattered throughout the region, in Puglia, business meetings and events can be held in fortified farms (masserie) and castles, abbeys immersed in lush countryside or in the cloisters of ancient monasteries. The Sanctuary of San Michele in Monte Sant’Angelo is a UNESCO world heritage site, as well as an important testimony to Longobarda art in Italy. A staircase carved into the rock leads into the Sacred Cave, a mystical place where the Archangel is said to have appeared, it is a place of worship for the constant stream of pilgrims who visit each year. In the Junno district, the ‘old town’ of
Above, the De Falconibus Castle in Pulsano Below, Monte Sant’Angelo, a village on the Gargano promontory
the Monte Sant’Angelo, the business traveller can have a relaxing stroll through the narrow streets with the typical low houses, tempted by the irresistible smell of the “stuffed hosts” emanating from the bakeries, these typical sweets are stuffed with almonds and local honey.
Near Monte Sant’Angelo, amid the many hermit caves dug into the rock, stands the ancient Abbey of Santa Maria di Pulsano, perched on a spur overlooking the gulf. Managed by a community of monks, it is home to a printing house and holds interesting iconography courses.
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half of the twelfth century, preserves the history of the city and is where the famous “disfida” took place. Today home to events, exhibitions and more, the castle exudes history from every corner.
FOGGIA AND BARLETTA, CITIES OF ART From total immersion in nature to specialist events, the ancient heart of Foggia offers elegant locations in the area surrounding the Teatro Giordano, fine example of neoclassical architecture inaugurated in 1828. Initially called Reale Teatro Ferdinando, it then became Teatro Dauno and was finally dedicated to the Foggia born musician Umberto Giordano, who lived between 1867 and 1948. Barletta is home to the extraordinary collection of works by Giuseppe De Nittis, an impressionist painter who was born here in 1846 and who played an important role in the 19th century European artistic scene. In the rooms of Palazzo Della Marra, one can learn about the life of the painter from his Neapolitan period up to
the time he lived in the suggestive metropolitan cities of Paris and London. As well as the museum collection, there are the meeting rooms of the Swabian castle of Barletta, which was included by Frederick II among the “castles of the giustizierato” of the land of Bari. The castle of Barletta, built by the Normans in the second
Above, the Giordano Theatre in Foggia Below, the fascinating village of Bovino
BOVINO AND DELICETO, CASTLES FOR MICE PARTICIPANTS In the suggestive Daunia area, in the Cervaro Valley, looking onto the Tavoliere delle Puglie, in the province of Foggia, lies the village of Bovino. Here, at its highest point, stands the Palazzo Ducale, also known as “the castle”, built by Drogone the Norman in 1045 on the ruins of an ancient Roman fortress, and later extended by Frederick II of Swabia during the thirteenth century. An ideal location for meetings in an atmosphere steeped in
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UNESCO AND THE MOST BEAUTIFUL VILLAGES IN ITALY In the trulli of Alberobello (province of Bari), the most famous Apulian UNESCO World Heritage site, there are up-to-theminute meeting locations.
Above, a typical masseria in the Valle d’Itria Below, the natural environment embracing Locorotondo
Less than ten kilometres from Alberobello is Locorotondo, perched on a plateau in the southeastern area of the Murge dei Trulli, in the heart of Valle d’Itria. Among the most beautiful villages in Italy and awarded with the Italian Touring Club ‘orange flag’, Locorotondo owes its name to the characteristic
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history. Every owner down through the centuries adapted it to suit their needs. Another castle with rooms for events and conferences is to be found in Deliceto, southern Daunia. Over the centuries it has hosted Norman, Swabian, Angevin and Aragonese nobles, undergoing considerable transformation through the years. The castle was declared a national monument in 1902. The keep, known as “the tower”, is the most impressive part of the building.
circular shape of the ‘old town’, built around the year one thousand, it is a wonderful mix of small houses built by farmers on the top of the hill and the typical “cummerse”, sloping roofed houses. Among the all-white houses of the old town, the bell towers of the numerous churches stand out, the most well-known of which are the Church of the Addolorata (Our Lady of Sorrows), the Church of the Holy Spirit, the Churches of San Nicola and of San Rocco and of the Madonna della Catena (Our Lady of the Chains). Inside the Church of Santa Maria della Greca there is a Renaissance polyptych named after the Madonna delle Rose (Our Lady of the Roses) and the sculptural group of San Giorgio on horseback. Locorotondo is on the Valle
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d’Itria wine route and is home to an excellent Doc white wine, ideal for winetasting itineraries. BITONTO AND CONVERSANO, NEAR BARI Also in the province of Bari, there are ad hoc spaces for events and postconference evenings in Bitonto, in particular in the National Gallery of Puglia “Girolamo and Rosaria Devanna”, which houses a splendid collection of works of famous masters of art from the sixteenth to the twentieth centuries. Since 2004 the valuable collection has included 229 paintings and 108 drawings, works by famous national and international artists such as Solimena and Luca Giordano, Poussin, Beatrice Wood and Joseph Stella, divided into five sections in the sixteenth-century
halls of Palazzo Sylos Calò. Just ten kilometres from the sea and still in the Bari area is Conversano, with its imposing trapezoidal castle. CONVENTS AND MUSEUMS FOR MICE TOURISM The conference halls of the convent of San Benedetto of Conversano reveal the majesty of the complex, which includes a convent and a church. Mixing art with event spaces
Above, the ancient cathedral in Bitonto Below, the imposing castle in Conversano
again in the Museum of Conversano, which includes the art gallery of the Aragonese Castle and the archaeological section which may be found in the rooms around the cloister of San Benedetto. In the rooms on the second floor conventions are held as well as fine temporary exhibitions, while in the archaeological section we can admire finds from Prehistory to the Roman age from the caves of Conversano and Monopoli. BAROQUE LECCE AND DUCAL MARTINA FRANCA Baroque Lecce welcomes the business traveller with its stunning architecture which looks almost like embroidered white stone. An all-round destination, hub of taste and BienVivre, with high-end accommodation facilities for the meeting industry and the pleasure of a slow and yet dynamic location.
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Piazza Sant’Oronzo is the historic centre of the city, its Roman Amphitheatre is an exceptional stage for performances and shows, while the Palazzo del Seggio is home to important art exhibitions.
Above, Lecce, a true baroque jewel Below, the San Martino Basilica in Martina Franca
In Martina Franca – in the province of Taranto – the trail of event locations in historic buildings and fine examples of prestigious architecture continues. An ideal location is Palazzo Ducale (Ducal Palace):
with its simple and linear facade, the structure is emblematic of the typical architectural features of Renaissance art combined with baroque decorative elements, built by skilled local stonemasons. Building work on the complex that dominates Piazza Roma was begun in 1668 by Petracone V Caracciolo, (it later became his residence), and continued up to the 20th century. BUSINESS LUNCHES WITH AN AUTHENTIC FLAVOUR Forerunner of the concept of “zero kilometres”, Apulian food is a triumph of freshness, wholesomeness, colours and flavours. A wealth of tradition available
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YOUR BIG DAY available to celebrate exclusive weddings and receptions. Celebrities from all over the world, as well as holidaying in Puglia, choose this region as the perfect place to celebrate a dream come true, where their wedding becomes an unforgettable event. The most popular area is the Valle d’Itria with its enviable location close to both airports.
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Culture, food and wine, nature, art and architecture: these are among the things that make Puglia attractive for the MICE & Wedding sector. Puglia has become a much sought after international wedding destination, dotted with stunning, top class locations which are sure to impress. Refined and elegant masserie, trulli, castles and historical homes are all
for gala dinners and special business lunches. In Puglia, imagination and opportunities abound: cooking class to learn how to make orecchiette (local pasta), burrata tasting, and, for more classic post-conference activities, food and wine tours. It is the triumph of the Mediterranean, a heritage of inestimable value where the extra virgin olive oil is considered to be the green gold of Puglia. The typical wines of the region are
Primitivo, Negroamaro and Aleatico. Its authenticity is what makes Puglia’s food and wine unique and
each town boasts its own typical recipes, with menus based on grilled meat or fish specialties, seasonal vegetables, dairy products, cheeses and a riot of baked goods: focaccia, fried “pettole” (small fried pastry balls) and “pasticciotti” (sweet pastries filled with custard cream). In Puglia you can taste dishes which have been handed down through the generations: an extraordinary variety of delicacies whose genuineness is guaranteed by quality brands for example the bread from Altamura and Laterza and by the Slow Food mark of approval. Apulian gastronomic specialties bring the treasures of the sea and the generosity of the rich red soil to your table. POST CONFERENCE, OPEN-AIR EVENTS Any time of year is perfect for an event in Puglia, the Italian destination that
Above, the “orecchiette”, a handmade pasta typical from Bari Right, a concert during Bari in Jazz
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Above, Alessandro De Rose during the Red Bull Cliff Diving World Series in 2016
Below, the “Focara” in Novoli
Film Commission with a jury of internationally renowned guests, which awards the “Federico Fellini Award” and numerous other recognitions of achievement. The Bari Metropolitan jazz festival will be held between June and August 2020, for some years now the warm sounds of Bari Jazz have spread from the capital of
Puglia to the smaller towns and villages of the region. A symphony of the main contemporary trends with a series of free concerts in the most evocative locations on a journey through art, history and nature. Concerts are planned in Puglia this year for world class music giants such as John Medeski, Billy Martin and Chris Wood.
ph. Giorgio Guarini
allows you to experience tourism in an atmosphere of culture and art. Every month, foreign meeting planners are spoiled for choice among the countless events. Among the numerous events on the calendar there is the Fiera del Levante in September, flanked by numerous postconference events. The “Bifest Bari International Film Festival”, for example, is now in its eleventh edition and is scheduled from 21st to 28th March 2020. This is an event with a rich programme of national and international premiers, retrospectives, short films, documentaries, exhibitions, seminars and a series of special events that celebrate cinema in all its forms of expression. Founded by Felice Laudadio, it is promoted by the Tourism Board and produced by the Puglian
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WINTER OR SUMMER, IT’S ALWAYS THE RIGHT TIME TO VISIT SALENTO Salento: a breathtaking territorial tapestry, two seas, more than eighty watchtowers, earth and stone creating
SURPRISING PUGLIA: CAVE DWELLINGS Puglia also knows how to surprise, offering MICE visitors the chance to relax post conference by visiting places of incomparable beauty. There are dozens of cave dwellings of extraordinary interest in Puglia such as Santa Candida in Bari, the Lama Antica in Fasano – which is one of the biggest, Torre Pinta in Otranto, and others in Alessano, Galatone and Neviano.
extraordinary scenic beauty, transparent crystalline waves and biodiversity that reigns supreme. “La Fòcara” of Novoli, the Salento Fire Festival, is the scenographic start to the year in Puglia. It is one of the most popular winter events, steeped in folklore and religious traditions with an extraordinary
The big cryptopolis of Puglia are concentrated in the area stretching from Ginosa to Grottaglie including Castellaneta, Laterza, Mottola, Massafra, Palagianello and Statte. There is a major cryptopolis in Gravina, which was the crossroads and meeting place of various cultures down through the millennia.
Below, the Tournament of the Rioni in Oria
setting of music, art, entertainment and food and wine. In Salento these celebrations of Novoli honouring the patron Sant’Antonio Abate are called “the days of fire” and culminate, in fact, with the lighting of the Fòcara, a large bonfire that has a base of twenty metres in diameter and a height of 25 metres, the largest
ph. Emanuele Bonelli
POLIGNANO, A SEA OF OPPORTUNIT Y Polignano a Mare, situated on the coast just south of Bari, is an all-time favourite destination. It is a medieval nucleus on the tufa cliffs overlooking the sea. The annual “Red Bull Cliff Diving World Series”, the exciting and adrenaline-pumping cliff diving international championship, takes place here (on 19th July 2020). Again in July, in the old town of Polignano the annual literary festival is held. “Il libro possibile” is a triumph of culture which fills the streets, squares and terraces with authors, writers and intellectuals interacting with an attentive and demanding public. Polignano is the birthplace of Domenico Modugno, much loved Italian singer, to which the city dedicates “Meraviglioso Modugno” in August. The “Pino Pascali Prize” an award of recognition given to an emerging artist, is held here too.
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Above, an image of the Notte della Taranta in Melpignano Below, the Mercatino del Gusto, a food and wine festival held in Maglie
take place from 2nd to 6th September 2020. It has become an international event because it is a roadshow festival. Starting from London at the Prince Charles Cinema in 2010, the SIFF World Tour has brought numerous independent films to cities all over the world, for example, Zurich, Moscow,
ph. Giorgio Guarini
SALENTO, INTERNATIONAL DESTINATION AND HOME TO GOOD TASTE For a week each year Tricase in Salento becomes the set of the “Salento International Film Festival”. This festival of independent cinema will
ph. Carlo Elmiro Bevilacqua
in the Mediterranean. Because of its appealing choreography, “La Fòcara” was featured in a National Geographic documentary. Among the most evocative events of the Salento summer, there is the “Historical Parade of Frederick II and Neighbourhood Tournament”, scheduled in August 2020 in Oria, in the province of Lecce. The beauty of the setting and the medieval costumes are enchanting.
Hong Kong, Santiago in Chile and Yerevan. As far as sport is concerned the “Trofeo del Ciolo” in Gagliano del Capo is a regional mountain running championship sponsored by Fidal, the Italian light athletics federation. This area, in fact, with its trails and rocks, is ideal terrain for climbing, trekking and mountain races. In August, Maglie hosts the “Mercatino del Gusto”: a food and wine festival in which food, wine, music and readings offer an exciting experience in the old town which becomes a large open-air market. MICE participants can go shopping in the streets for food, oil, wine and sweets, side by side with art and culture, including performances by dancers, literary readings and lots of music, from jazz to folk.
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ph. Helmut Berta
LECCE, CINEMA AND JAZZ Lecce is the place to be for the “European Film Festival” from 18th to 25th April 2020, with productions from all over the world it is among the most popular spring events, the triumph of European and Mediterranean culture. Every year the festival presents a hundred films, feature films, short films and documentaries from many European countries. Of great interest is the “Golden Olive Tree” Competition – focused on feature films – with special sections focussing on characters that have marked the history of Italian and European cinema. The festival is produced in collaboration with the Centro Sperimentale di Cinematografia di Roma. Between July and August, in Lecce, the “Locomotive Jazz Festival” is held annually,
a lively festival that hosts world-renowned musicians in Puglia during the wonderful summer nights. SCORRANO AND MELPIGNANO, LIGHTS AND PIZZICA The ancient traditions that are the very soul of Puglia, and which are celebrated in such unforgettable festivals
Above, the impressive Night of Lights in Scorrano
Below, charming Piazza Sant’Oronzo in Lecce
as “Santa Domenica – Notte delle Luci di Scorrano” (Holy Sunday – Night of Light Festival), leave their mark on the visitor. From 5th to 9th July 2020 in the town of Scorrano, Lecce, tradition and innovation synergise to produce light installations that are so beautiful they have been exported all over the world. Another not-to-be-missed event in Puglia is “La Notte della Taranta”. A festival of ‘pizzica’, traditional music and dance. It is held in August (precisely on 22nd this year) and is dedicated to the rediscovery and promotion of traditional music and its fusion with other musical genres. It starts at the beginning of August and there are shows in 14 different locations before the grand finale in Melpignano.
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ph. Giorgio Guarini
Two events held in Taranto: the Palio (above) and the Procession of Good Friday (below)
days of concerts and exhibitions to discuss national and international business opportunities, a packed calendar of events is planned for this year. Finally, in September, the “Giovanni Paisiello Festival” is dedicated to the great composer from
Taranto who wrote “The Barber of Seville” among numerous other operas. EVENTS IN IMPERIAL PUGLIA AND THE GARGANO Further post conference activities are offered in the territory of Imperial Puglia, land of castles, cathedrals
ph. Carmine La Fratta
TARANTO, REGATTA AND THE OPERA BY PAISIELLO The thirty third edition of the “Palio di Taranto” begins on 8th May 2020. This is a traditional regatta in period costume in which ten boats with wooden oars, each representing a different area of the city, participate. The two rowers in each boat row standing up. The palio begins the first day of the celebrations dedicated to the patron saint of the city – San Cataldo (Saint Cathal) –, while the second and decisive round takes place in June, as part of the “Festa del Mare”, “Festival of the Sea”. One of the biggest events in Taranto and Brindisi is Medimex which is scheduled from 16th to 25th April 2020: four
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and cities of art. Here, in the UNESCO World Heritage site of Castel del Monte the magical octagonal castle is a must on any trip to Puglia. During late August and early September, the “Castles of the World International Festival” is held, with a rich program of theatre, music and art. The nineteenth edition of “Trani Dialogues” takes place in Trani in September 2020. The festival was chosen by the Treccani Foundation as a “Reading outpost” as part of the project “I read you. A journey with Treccani through forms of reading”. The event is a passionate exchange of ideas and languages with film screenings, shows, exhibitions, historical and artistic itineraries
Above, the annual Gargano Running Week, with paths over stunning landscapes Below, Locus Fest, held in Locorotondo
and tastings of food and wine specialties of a Puglia that looks with curiosity and openness to the Mediterranean. Moving north, the “Gargano Running Week” (25th and 26th April 2020) is a great running event, a unique moment that will
VALLE D’ITRIA, TIMELESS CHARM Countryside covered in olive groves and vineyards and dotted with ‘masserie’, country residences or farmhouses, each with a story to tell and the typical conic shaped ‘trulli’, which are the traditional houses in the Valle d’Itria. The “Locus Festival” takes place from 25th July to 15th August 2020 in Locorotondo, in the heart of the Valle d’Itria. This unique festival mixes the magic of the territory
ph. Umberto Lopez
ph. Vanda Biffani
allow you to choose your own route by the sea, in the countryside or through the forest. An added bonus are the numerous oil mills and farmhouses open for tastings of local produce, as well as numerous free activities.
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ph. Paolo Conserva
Martina Franca’s Ducal palace and a range of other enchanting locations, cloisters, churches and ancient masserie which all throw open their doors to host the grand musical, artistic and cultural event that is the Festival of the Valle d’Itria.
Above, the Festival of Valle d’Itria Below, the Viva Festival, held in summer
FOGGIA AND PROVINCE, MUSICAL EVENTS The “FestambienteSud 2020”, staged between July and August in Monte Sant’Angelo, combines music, theatre, dance and food and wine festivals. It is the national festival of Legambiente
ph. Emanuele Colabello
with culture and music, a winning combination. More post conference ideas in Locorotondo also with the “Viva Festival – Valle d’Itria International Music Festival”, held in summer. Among the dry stone walls – declared ‘intangible cultural heritage of humanity’ by UNESCO in 2018 – ancient masserie, white cities and stretches of centuries-old olive trees, there is a heart which beats to the rhythm of electronic and avant garde music. And in July and August the opera and symphony “Festival of the Valle d’Itria” occurs. This festival welcomes music lovers from all parts of the world every year. A programme of excellence in the baroque setting of
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ph. Francesco Liuzzi
LOTS OF NOT-TO-BE-MISSED EVENTS There are numerous events throughout Puglia which can be combined with a conference. We have chosen some of the most well-known, starting with “Open Wineries 2020” on 30th and 31st May, among the most important wine events in Italy. The Radionorba “Battiti Live” (Live Beat) roadshow, directed by Alan Palmieri, is a series of five concerts which are staged in splendid locations during the months of July and August. Again
Above, Battiti Live Below, the famous Mardi Gras Carnival in Putignano
this year well-known musicians and also lots of new faces for the most acclaimed roadshow in Italy. From October to December “Anima Mea” featuring the Orfeo Futuro orchestra is set to delight audiences with the biggest baroque
choir-orchestra ever staged in Puglia. The musical events will be flanked by ‘Passeggiate d’Arte’ (walking tours) guided by architects, historians and town planners to discover historical architecture not usually open to the public.
ph. Fondazione Carnevale di Putignano
for southern Italy, with courses on everything from philosophy to “cultured” music, sustainable tourism, rock, gastronomy and the Tarantella Gargano.
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ph. WildRatFilm
FIVE CONTINENTS IN PUGLIA The “Ghironda Summer Festival” started in Martina Franca and over the years has spread throughout Puglia. It is an international summer festival of folk art and culture from all five continents. Without boundaries and without borders, the Ghironda Summer Festival promotes the meeting of different civilizations through sounds and artistic expressions with international guests such as Earth, Wind and Fire and Goran Bregovic. A scintillating series of events allowing the business tourist wellearned moments of leisure discovering other cultures and territories.
CARNIVAL, EASTER AND CHRISTMAS These are periods in which it is a good idea to add a few extra carefree days to your business stay. The Carnival of Putignano, scheduled from 9th to 29th February 2020, is the oldest in Europe and among the longest in the world, a triumph of folklore with allegorical floats and “papier-mâché giants”, true works of art created by papier-mâché masters. A suggestive atmosphere filled with pathos is without doubt what characterizes “Holy Week in Puglia”, this year scheduled from April 6th to 13th. From the Gargano to the Magna Graecia and the Salento, in cities and towns the ancient rites
Above, the evocative Living Passion in Troia
that precede Easter are still practised. The Holy Thursday and Good Friday processions in Taranto are truly impressive as they wind along the paved streets of the old town and the city centre. At Christmas, the Nativity Plays are a must between December and January. A mix of faith and folklore, thousands of lights illuminate the caves and grottos, old towns, country ‘masserie’ and seaside locations where these surprising nativity plays are staged. In Canosa it is set in an area of archaeological interest, Monte Orco of Tricase hosts the biggest nativity play in Italy and Pezze di Greco the oldest in Puglia. Nativity plays with creative illuminations, music and Christmas delicacies are also staged in Mottola, Massafra and Sanarica.
Pugliapromozione - Headquarters Fiera del Levante, Hall 172 Lungomare Starita 70132 Bari Tel. + 39 080 5821411 Fax +39 080 5821429 promozione@viaggiareinpuglia.it www.weareinpuglia.it
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Every year we launch a theme - we call it our Talking Point around which we reinvent your show experience AND advance the knowledge and potential of the global business events industry. In 2020 and 2021 our Talking Point will be NATURE. Why? Because #natureworks and without her, we don’t! Together, we’ll explore three topics: the circular economy, magical places & spaces and what nature can do for us – and show how these can elevate and empower your future event experiences.
NATURE The heartbeat of the global business events community
Register to attend – FREE imex-frankfurt.com/register