Saturday, March 01, 2008

Ravello ... concerts ... once upon a time ...

it was really difficult to get a ticket for one of the concerts in Ravello ... today it seems as if they were an everyday mass product: 84 concerts in one season starting on 1st of March ... don't know when they will stop, but let's say the end of October. This means 8 month, that is approx. 240 days ... this means approx. each third day a concert ... uhmmmmmm .... and they had difficulties to get the message out last year (at least as much as I understood).

Now when it comes to tourism marketing in that town they work with elite guests. But 84 concerts is not "elite production" but "mass production". This simply doesn't match. You can have the best artists for the whole of the year, but this concept simply cannot work with high level customers. They want the extraordinary, they want stuff nobody can easily have. That's why they are the elite. They can afford to pay high prices and they don't care about paying as long as they get premium service. Premium services are rare and not mass products. I mean 84 concerts like these in a city like Las Vegas (yes, I know what I talk about, I was there even if only for two days and over 25 years ago) can work, but not in such a small tourism centre on the Amalfi Coast in Italy .... I am really wondering how this season will work out for them ... in the end: or they will have to change their program for the future or they will need to change their tourism ... and in the worst case: they will loose both and that would be really sad.

Uhmmmm .....
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