Highly acclaimed destination management company, IC Bellagio, marked 25 years of operation with a bellissimo three-day event earlier this month in Italy.
Founded by Andrea Grisdale, the team at IC Bellagio hosted guests at Palazzo di Varignana in the heart of Emilia Romagna countryside. The location was fitting, given its location off the beaten track and not on everyone’s radar. So remote, even the local transport operators didn’t know where it was! And staying true to IC Bellagio’s drive to lure more travellers to Italy’s ‘Slow Season’, the festa was held in the off-season, from 1 to 3 November.
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In a sign of IC Bellagio’s admiration among industry peers in the luxury travel segment, in attendance were there were seven senior executives from Virtuoso (including Chairman/CEO Matthew Upchurch), Alex Sharpe, President/CEO of Signature Travel Network; representatives from Ensemble, Julia Simpson, CEO of the World Travel & Tourism Council; along with Peter Greenberg from CBS, Michael Patrick Shiels (radio host and writer), Annie Fitzsimmons (National Geographic) and Sally Lockwood Sky News.
There were also many top travel agency owners, managers and advisors from the US and Australia, as well as DMC’s from India, Turkey, UK, Spain & Portugal, Southeast Asia and Slovenia. Various hoteliers (owners/managers/salesforce) from across Italy were also present, along with IC Bellagio’s own guides, drivers, captains, cooking class hosts, Vespa tour hosts, biking tours and more.
Travel advisor partners from Australia included Phil Smethurst from Bicton Travel; Anna McMurtrie from Wentworth Travel, Sharyn Kitchener from Mosman Travel and Cher Roscoe from Travelcall.On Friday, the first night of the celebration was a ‘Market Night’ at Palazzo di Varignana. The ‘come and go as you like’ event gave the 200-odd guests the chance to mingle and network, with various producers from the area who had been hit by the terrible floods in the region last year. Guests enjoyed freshly made pasta, breads, produce, cheeses, Salami’s, prosciutto’s, accompanied by beer and wines. There was local music to create a party-like atmosphere to also help kick the celebration off for the international guests, the IC Bellagio team and their plus ones.
On Saturday morning attendees split into smaller groups to get a taste of about 20 different experiences offered in the region. They had the option to pre-select experiences such as tortellini making, biking, hiking, wine and olive oil tasting, soundwave gongs experience, spa treatments, golf driving range, visits to Bologna, Ravenna, Imola, exploring the area by vintage cars, and more, before heading to Imola in late afternoon.That evening, guests started at the Theatre with Ferrari Bubbles and Nibbles – videos, speeches, and a Tenor belted out some memorable melodies. The 400+ guests then walked through the beautiful historic centre of Imola to the main Piazza , just a five-minute stroll away, as musicians sang old Italian folk songs. There, IC Bellagio had installed a Crystal Marquee beneath which guests enjoyed a fabulóso dinner, which was followed by dancing and ongoing celebrations.
At the venue, IC Bellagio had a personalised Gin and Tonic drink by Rivo Gin and Romanengo, and enjoyed Tenuta San Francesco Wines with dinner.
At the theatre, Grisdale recognised her tireless IC Bellagio team and announced the launch of the new IC Bellagio Legacy Foundation. During her speech and to a packed crowd, she shared how donations to IC Bellagio’s chosen charity: a Safe House/Community House shelter for Ladies and Kids who come from unfortunate situations, would be assigned.
Through those donations, IC Bellagio managed to pay all living and school experiences for the ladies and their kids for next year, supply new TVs and covered the costs for kids to attend after school sports courses. The charity also paid Public Transportation Passes for the mothers, all school meals for next 1.5 years as even more donations came in.Grisdale also explained how flowers that we used for the event would be going to local residences for the elderly the following day.
IC Bellagio’s multi-day event provided enormous exposure to Imola and Emilia Romagna. Grisdale highlighted the unlimited potential for future clients, families and groups to the region, and the flow-on tourism benefits for the locals it would provide if the industry supported smaller communities and regions.
