QUALITALY

JUN. JUL. 2017

XIV

Niro would certainly not go unnoticed

walking in Piazza Duomo in Milan

or in Piazza di Spagna in Rome. And

we can forget about seeing them in

a country village. The location of the

restaurant is fundamental.”

The importance of a VIP is basically

based on budgets. “And from the

interest of companies who pay a

specific celebrity. Prices are always

variable and have no boundaries,

much depends on availability and the

occasion. For example, if Tarantino

arrives at a film festival

and agrees to make presence in a

locale, the costs would be accessible

with endless benefits for the place.

Obviously if managed in the right way,

thereby disclosed to those specifically

within the target audience.”

The investment must be precise and

return, while the VIP must remain

an added value for the locale. “It

depends on the celebrities. Always.

Is it the premises which contacts

the VIPs or is the VIP’s manager

who contacts the premises? It also

depends on this. The international

VIP, the big star, normally has a

manager who proposes the celebrity

for the occasion when he is on site.

Or, if the locale has a big budget, and

this in recent times is quite unlikely,

then you try to contact the manager.

Always to check availability and

eventual acceptance of the fee.

Sometimes it costs more to get

and accommodate a celebrity than

pay the actual fee, especially if the

celebrity arrives from overseas and

is demanding. For example, if Paris

Hilton likes the idea of participating

in a fashion week, she might ask a

small fee: then however she’d want a

private jet, limousine, deluxe suite in

five star luxury and all extras included.

Sometimes it is so much better to pay a

very high but fixed, non-variable fee.”

Choosing a VIP. Wait for him. Inquire

about his tastes, his choices. An

infinite work that for the reputation

of a locale, often a restaurant, then

pays back. Without, incidentally,

taking the risk of ending up on

some blacklist, resulting in a loss of

budget or worse, in arrears. “When

you contact the big celebrities you

must be sure that you have immediate

liquidity, if they accept: otherwise,

you are automatically then excluded

from any other future agreements.”

Many Italian receptive structures

are ready to cope with new

VIPs, such as Russian magnates,

Arab entrepreneurs. “Absolutely,

many already do, those who do

so excellently and who do so

monstrously badly. You always have

to prepare yourself for an event

that has the extraordinary. In the

preliminary phase it is necessary

to check whether the management

and the staff are up to the task

and, in the eventuality, enter into

contractual agreements for additional

professional figures.

Once this is defined the rest is

only a technical operational issue.

The training of staff to relate

to extraordinary people must

be excellent, impeccable. Their

curriculum, namely what they

have done in the past, and their

reputation ensure credibility and

serenity to perform the event

professionally and in the best way

possible”.

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TRIVIA

Angela Merkel at the Peppino restaurant

in Ischia devours paccheri with

swordfish, aubergine and almonds, fried

seafood, a chocolate cake with gianduia

and a lemon tiramisu on the terrace of

the restaurant.

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BOX

THE 5 ESSENTIAL POINTS

Surprise your VIP by making a special

and unexpected gesture

Satisfy his every need

Pay them full attention

Follow him in every detail

Know his story, his tastes, his quirks

By treating him uniquely, he’ll return.

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BOX

ON THE SPOT

In contrast

Giampaolo Marconi, patron of the

Hollywood of Bardolino says: “Of

genuine VIPs I see few lately. When

I think it is appropriate to host some

Veronese TV personality, only because

I’ve known them for some time.

Sometimes they are an added value

because, if advertised well, they can

bring more interest to the evening.

However, I believe in musical formats

and in console stars, like Claudio

Coccoluto and Albert Marzinotto. The

hosted old-fashioned VIP is linked to

the nightlife of the past. Hollywood

still remains a fighting machine; so,

often, a few minutes of meeting with

my staff are enough to figure out how

to organize ourselves. And make a

great success.”

Brasileiri thoughts

Martina Citterio of the Lapa of Milan,

together with Massimo Bala and Jady

Moraes, approach VIPs “through

friendships and associates” of her

partner, Massimo Bala specifically.

“We are a small restaurant so the

relationship is direct. We often have

Brazilians looking for an unusual

cuisine, such as José Altafini, former

football champion. “Among the famous

faces here was Christian Malgioglio,

“who ate picanhas and fish, sang

and made the evening sparkling,

people took pictures and therefore

created a really nice atmosphere. In

general, people are interested, asking

autographs and selfies. The VIPs are

all down-to-earth but you have to be

ready for every eventuality. “

How to approach VIPs

Lello Carvelli explains that it is not

such a titanic feat. “Each of them has

a different

personality and way of seeing things.

Initially, the professionalism of the

staff must be important to him. And

then the friendliness, for which he’ll

then possibly do additional things

to satisfy guests and customers. “

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AT PAGE 50

Do you know Pasta

Alfredo?

Restaurant tourists have a keen

curiosity towards the gastronomic

pearls of Italy. So the “tourists”

of today, when they arrive on the

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