1. Relaunching tourism in Lombardy:A proposal for an “Enogastronomic” Product Club Tutors: Francesca d’Angella Andrea Rossi Master in Tourism Management VIIEdition 2010-2011 Authors: Mirko Chianesi, Sarah Chow, Sara Monfregola*, Martina Placucci, Andrea Scacchioli, Stefania Sossi *phase 1

3. Why a «Enogastronomic» product club?

4. The philosophy

5. Advantages

6. Public and Private members

7. Requirements

8. The interorganizational structure

9. Roles and functionsThe financial structure Performance evaluation The offering system

11. To choose the public and private bodies to involve;

12. To pinpoint the offering system of the product club;

13. To structure the proper financial model of the organization.The idea of the product club that we created has to be seen as a pilot test for a further development of this type of tourism organization. If this pilot test will be successful, the LR could think about implementing other product clubs in the future, focused on other tourism offer (e.g. cultural cities, Alps, etc.).

14. introduction HOWEVER WE THINK THAT CULTURE IS SOMETHING MORE, ESPECIALLY IN ITALY, WHERE A SIMPLE HABIT (EATING) HAS BEEN TRANSFORMED INTO …a way of life. Thatiswhy the enogastronomic culture is a goodstartingpointtorelaunchtourism in Lombardy. Traditional culture: «Culture, … includes knwoledge, belief, art, law, morals, custom, and any other capabilities and habits acquired by man as a member of society» (Tylor, 1871)

15. THE PRODUCT CLUB

16. The product club What is a product club? A tourism product club is a product development partnership established and led by the tourism industry stakeholders including small- and/or medium-sized companies. The group pools its resources to develop new market ready products or to increase the value of existing ones.

17. The enograstronomic product club Ancienttraditionofenogastronomic culture; Growthofenogastronomictourism (+60% in 2010 with 5mln€ ofrevenues*); Enogastronomicheritageofundisputedvalue; Presenceofhigh qualityrestaurantsand culinaryinnovation; Itisstrictlyrelatedwith the themeof the 2015 Milan Expo (Feeding the Planet, Energy for Life); Based on our 182 websites D-WEB analysis of European Regions, the enogastronomic offer is an important part of Tourism also in the other European Countries (see figure).

18. mission The «Enogastronomic» product club of Lombardy region has to link together the main actors of the enogastronomic heritage of the region in order to create a set of tourist activitiesthat lead visitors to discover the area through culinary experiences. The product club will be able to create a networkof industries, public and private actors that will join their efforts and their knowledge to offer an unforgettable experience for tourists interestes in the art of food.

19. philosphy and logo The «Enogastronomic» P.C. of Lombardy region wants to differentiate itself by offering to its partners quality tourism and marketing services; and to the tourists a range of new experiences. Its aim is to make the tourist discover the terroir of Lombardy through the five senses* while helping to preserve the local enogastronomic traditions. ENOGASTRONOMIC PRODUCT CLUB The logo represents the Lombardy territory, plunged in the enogastronomic culture, symbolized by the colour of the red wine.

20. advantages To be present in the map guides, the catalogues and the webiste that will be created. These will be the main promotion tools used by the Product Club; The creation of a enogastronomic network that will allow to link more all the production areas; To get benefits from the market research and studies that will be held by the Product Club; The integration of the enogastronomic offer with other tourism products; A core promotion of those rural areas that are not usually included in the main tourism itineraries; The opportunity to take part to events of a certain importance that will have a great impact on tourism promotion; To be assisted by tourism professionals in the development of tourism packages and promotion;

22. General statistics: on a national and regional level.

23. Marketing&Promotionsupport

25. Tourism Consortia for Lombardy,

26. Local and Traditional products and wine Producers Consortia,

27. Territorial associations and others tourism promotion organization of Lombardy,

28. Wines and flavours’ roads Federations of Lombardy

30. SPECIFIC REQUIREMENTS HO.RE.CA. Each dish must be prepared utilizing ingredients and local products with DOC/DOCG/STG/IGT/DOP /IGP labels in a percentage of 75%; To sell local products with DOC/DOCG/STG/IGT/DOP /IGP labels; To be able to offer menus based on traditional recipes even if revised in a modern way; To change menus according to the seasonality of local products ; The 75% of the total wine offer must be covered by local wines; To offer alternative products, like vegetarian, biological and gluten-free food; For accomodation and lodging: to be able to provide also additional services.

32. To respect the seasonality of the products;

33. To respect the consistency and the traditional method of production processes.FOR NEW MEMBERS Togive high visibility of the Product Club Logo (pubblished on the menus, brochures, own website, etc); To expose in a key point of the structure the whole map of the itineraries and give general information about the P.C.; To provide brochures and other facilities in order to make visitors able to achieve the Vision and the Mission of the P.C.; To provide monthly report about their activities to the Analysis Department.

34. OrganizationAL structure Assembly Members Operative Functions Marketing & Communication Public Sector President HO.RE.CA. Analysis Dep. General Manager Local Producers Finance & Administration Tour Operators & Travel Agencies

35. MEMBERSHIP COMPOSITION * Thisis a membershipcomposedby 63 membersconsideringanaverageof 1-2 participants per province

36. THE FINANCIAL STRUCTURE

37. The financialstructure- expectedrevenues - * Private members’feeiscalculated on theircapacity/volumes ** From public/private co-participantsnotinvolved in the PC membership

38. The financialstructure- PROSPECTED COSTs - Note: Thisfinancialmodelhas been inspired bypre-existentProduct Club budgets.

39. PERFORMANCE EVALUATION

40. Performance evaluation- Product club - SEMESTRAL ANALYSIS OF STATISTICS The numberof “clicks” in the P.C. website (annually) The numberofvisitors in the P.C. area (quarterly) SATISFACTION QUESTIONNAIRE An annualevaluationofmembers’ satisfactionabout the P.C. MEMBERS’ DYNAMICS New entrancerequests and exits MEDIA COVERAGE Press, TV, Radio, Social Media

41. Performance evaluation- MEMBERS - SURVEY FOR TOURISTS’ SATISFACTION On linequestionnaire CustomerSatisfactionforms BLIND AND OFFICIAL INSPECTIONS Productcertifications Facilitiesprovided Environmentalquality Tocheckif the memberskeep meeting the requirements

42. THE OFFERING SYSTEM

44. ENOGASTRONOMIC ITINERARIES

45. CULINARY WORKSHOPS

47. YOUNG WHO WE WANT TO ATTRACT? GREEN TRAVELLER LEARNING ITALIAN LIFE STYLE LUXURY LOVERS SILVER MARKET IN A HURRY FAMILY ARTISTIC ESPRIT ROMANTIC ESCAPE

48. THE OFFER FOR TOURISTS example) CHEESE & WINE TASTING TOUR IN STELVIO NATIONAL PARK (VALTELLINA) TARGET: GREEN TRAVELLER CULINARY WORKSHOP IN FRANCIA CORTA TARGET: LEARNING ITALIAN LIFE STYLE A LUXURIOUS ENOGASTRONOMIC EXPERIENCE IN MILAN TARGET: LUXURY LOVERS

49. Thank you for your attention! Mirko Chianesi, Sarah Chow, Sara Monfregola, Martina Placucci, Andrea Scacchioli, Stefania Sossi