ProseccoHills is a network of 23 tourism-oriented enterprises linked to a specifc touristic product club (wine tourism in the UNESCO Site of Prosecco Hills)
From a product to a tourist destination: the name “Prosecco Superiore” has come to represent not only the most famous wine in the world but also the area in the hills that stretches from Asolo to Montello and from Conegliano and Vittorio Veneto to Valdobbiadene, encompassing all of its history, culture and tradition. In 2019, this area was officially awarded by UNESCO of the official recognition of World Heritage Site and is expecting to experience a relevant grow in the touristic presences.
In order to cater to the changing needs of the growing number of people visiting the area, 23 local tourist companies joined together and formed the Prosecco Hills Business Network in 2017. The members of the network are extremely varied in terms of both their sizes and their fields. Among them are hotels, restaurants, tour operators, mountain bike and Vespa rental firms, and stores selling local products.
This network of enterprises was created following the input given by a specific policy at Regional level, the POR ERDF 2014-2020, which funded a specific action (3.3.4) dedicated to tourism-related enterprises and, in particular, a sub Action D. 23 local enterprises decided to cooperate in order to create a network focused on the delivering of an organized tourist service (accommodation, meals, mobility, experiential visits, etc…) and generated a new legal entity with a coordinator and a Chart of Services to be agreed by all members in which specific services to visitors are granted
The practice received financial support from: ERDF 2014 – 2020 (around 320.000 euros, plus the same amount co-financed by the enterprises)
There is a fee for other enterprises joining the ProseccoHills network.
The network actually sells turistic products on the market.
Evidence of success
Initially (2017) there were 16 enterprises, actually raised till 23 enterprises (+31%)
More than 24 different tourist experiences created and offered to tourists and visitors.
Presentation and positive evaluation of a further project for the “promo-commercialization of touristic products” under the 2020 call of the ERDF 2014-2020 for the network.
The network is like a “coalition of the willing”: it operates in a “business mode”, with a high level of quality and commitment;
To convince single enterprises to formally network was not easy at all: the idea of Veneto Region to link ERDF funding to SMEs networking was brilliant;
The coordination of the network is not easy: the appointment of a network coordinator (one of the enterprises) and of a manager are both crucial.
Potential for learning or transfer
The ERDF – Action 3.3.4 Methodology: this is a win-to-win policy. It could be very interesting for other regional authority to learn how these calls had been defined and launched, which are the dynamics generated in terms of “public-private partnership” and the overall strategic vision of Veneto Region in the field of tourist promotion;
The Network management and organization: ProseccoHills is a real company, composed and participated by 23 companies with a business logic. There is a legal contract behind, signed by all companies, defining the coordination and management rules as well as the “services to be delivered” (and the quality);
The mix of enterprises in terms of “services offered”: it is interesting for other territories to understand why some specific company had been chosen, how they are able to go on cooperating and which kind of “integrated” services they are delivering to visitors and tourists.
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