Francesca d'Angella, Andrea Rossi Master in Tourism Management VII Edition 2010-2011 Università Cattolica del Sacro Cuore Milan, Italy March 2011

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

2. 1) The assigment
2) Introduction
3) The product club
 What is a product club?
 Why a «Enogastronomic» product club?
 The philosophy
 Advantages
 Public and Private members
 Requirements
 The interorganizational structure
 Roles and functions
4) The financial structure
5) Performance evaluation
6) The offering system

3.  Our goals were:
• To build the organizational structure of the product club;
• To choose the public and private bodies to involve;
• To pinpoint the offering system of the product club;
• 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.).

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

5. THE PRODUCT CLUB

6. 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.

7.  Ancient tradition of enogastronomic
culture;
 Growth of enogastronomic tourism (+60% in
2010 with 5mln€ of revenues*); ENOGASTRONOMIC
OFFER
 Enogastronomic heritage of undisputed
value;
 Presence of high quality restaurants and
YES
culinary innovation; 54% NO
 It is strictly related with the theme of the 46%
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).

8.  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 activities
that lead visitors to discover the area through culinary
experiences.
 The product club will be able to
create a network of 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.

9.  The «Enogastronomic» P.C. of
Lombardy region wants to
differentiate itself by offering
to its partners quality tourism and
marketing services; and to the
ENOGASTRONOMIC
tourists a range of new PRODUCT CLUB
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.
 The logo represents the Lombardy territory, plunged in the
enogastronomic culture, symbolized by the colour of the red wine.

10.  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;

11. The Enogastronomic Product Club of
Lombardy region offers products and
advantages both to its members and
to the tourists (the final clients):
FOR THE MEMBERS:
 Periodic reports: related to the
members trend, the evaluation of
the satisfaction of each product
club components.
 General statistics: on a national
and regional level.
 Marketing&Promotion support
 Professional assistance (training
programmes & refresher courses)

12. PUBLIC
 Lombardy Region
 Lombardy provinces
 Chambers of Commerce
 Tourism Offices like APT, IAT, EPT
 UNPLI Regional Committe for Lombardy
PRIVATE
 Exhibitions and Local Festivals(i.e. Sagre) organizations,
 Tourism Consortia for Lombardy,
 Local and Traditional products and wine Producers Consortia,
 Territorial associations and others tourism promotion organization
of Lombardy,
 Wines and flavours’ roads Federations of Lombardy
 Folk, cultural and traditional heritage associations of Lombardy

13. GENERAL
 To be located in the Lombardy Region Territory;
 To be able to speak one or more foreign languages;
 To provide brochures, thematic maps and other
communication facilities;
 To promote incoming flows of tourists, culture and
traditions.
 To organize or participate to exhibitions, festivals and
events related to regional enogastronomy.

14. 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.

15. FOR PRODUCERS
 To produce one or more traditional products – see Annexes/Table 1;
 To respect the seasonality of the products;
 To respect the consistency and the traditional method of
production processes.
FOR NEW MEMBERS
 To give 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.

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

17. Membership Composition*
Public Sector
Producers & Consortia
Tour Opera tor/Tra vel Agencies/Event Orga nizers
HO.RE.CA. / Agritourism / Other Lodging Fa c.
22%
37%
22%
19%
* This is a membership composed by 63 members considering an average of 1-2 participants per
province

18. THE FINANCIAL
STRUCTURE

19. Annual Fees Fees
Annual %
%
(in K of €)K of €)
(in
1. Public members 12,5k 12,5k 175k 24%24%
2. Private members (avg fee)* 0,6k 0,6k 30k 3% 3%
3. Marketing activities contributions**
3. Marketing activities 200k 26%26%
200k
contributions**
4. Region funds for annual
4. Region funds for annual 350k
350k 47%47%
programmes
programmes
TOTAL
TOTAL 755K
755K 100%
100%
* Private members’fee is calculated on their capacity/volumes
** From public/private co-participants not involved in the PC membership

20. Annual Costs
%
(in K of €)
1. Investment for the annual programme 300k 40%
- Enogastronomic&Culture: website, consultants, etc
2. General costs for programme management 50k 7%
3. Marketing&Promotion 200k 26%
- brochures, campains, exhibitions, fairs etc
4. Employees payroll (with VAT and taxes) 205k
- President 25k
- General Manager 50k 27%
- 3 Operative Team 100k
- 1 Administrative Responsible 30k
TOTAL 755K 100%
Note: This financial model has been inspired by pre-existent Product Club budgets.

21. PERFORMANCE
EVALUATION

22. SEMESTRAL ANALYSIS OF STATISTICS
 The number of “clicks” in the P.C. website (annually)
 The number of visitors in the P.C. area (quarterly)
SATISFACTION QUESTIONNAIRE
 An annual evaluation of members’ satisfaction about the P.C.
MEMBERS’ DYNAMICS
 New entrance requests and exits
MEDIA COVERAGE
 Press, TV, Radio, Social Media

23. SURVEY FOR TOURISTS’ SATISFACTION
 On line questionnaire
 Customer Satisfaction forms
BLIND AND OFFICIAL INSPECTIONS
 Product certifications
 Facilities provided
 Environmental quality
 To check if the members keep meeting the requirements

24. THE OFFERING SYSTEM

25. The Enogastronomic Product Club
of Lombardy region offers products
and advantages both to its
members and to the tourists (the
final clients):
FOR THE TOURISTS:
• THE RIGHT PROPOSAL FOR
DIFFERENT TARGETS
 ENOGASTRONOMIC
ITINERARIES
 CULINARY WORKSHOPS
 SINGLE ATTRACTIONS

26. THE ENOGASTRONOMIC EXPERIENCE
CAN NOT BE THE SAME FOR EVERYONE!
IT’S IMPORTANT TO
THE DIFFERENT TOURISTS NEEDS &
TO ATTRACT THE RIGHT TARGET,
TO THE RIGHT OFFERYING PROPOSAL.

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

29. Mirko Chianesi, Sarah Chow,
Sara Monfregola, Martina Placucci,
Andrea Scacchioli, Stefania Sossi