What’s the secret behind the Art of Hospitality? Ferrari Trento decided to put the question to some of the biggest stars of the international restaurant business, turning the subject into the main topic of a debate organized at Palazzo Serbelloni, in Milan, where it was at the focus of an intense discussion on the role that service, setting, and hospitality play in food and wine experience. It was indeed the strong belief in the importance of these elements that brought the company established in Trentino to forge a partnership with “The World's 50 Best Restaurants” and create “The Ferrari Trento Art of Hospitality Award”, which will be awarded on June 13 in New York during a much anticipated night that will see the presentation of the best restaurants in the world according to this prestigious ranking. Whilst waiting for the name of the restaurant that will be awarded the best at turning its service into an unforgettable experience, here are some of the highlights of the meeting that took place in Milan. Art of hospitality means giving to our guests an experience that fully embraces all senses and leaves a lasting memory. Working with joy to welcome them with a genuine smile, being able to face responsibilities that go beyond those defined by our role, being honest and willing to improve, treating guests, colleagues, and environment with respect, and finally cherishing a strong team spirit: these are the main ingredients of the hospitality recipe. Andreas Caminada, Chef of Schloss Schauenstein, Switzerland. At The Clove Club, we always encourage our staff to be themselves, tearing down the typical formal concepts related to the restaurant business that often create a barrier with the guest. It is of paramount importance to understand who stands in front of you and behave accordingly, read the body language, open a dialogue with a smile and simple questions, but also respect and leave the space of privacy provided by the table. The Art of Hospitality relates to several elements: character, flexibility, passion, friendship, and teamwork. Daniel Willis, General Manager of The Clove Club, London. The key element providing harmony and excellence to a dining room is the ability to know the individual skills of each member of the staff and be able to adapt them to the tasks at hand, allowing all of them to express at best themselves, always respecting the limits of the rules required by their role. Raffaele Alaimo, CEO of Alajmo Group. The Restaurant is the place where you feed and, in some way, restore souls. The kitchen plays a crucial role but it does not have the upper hand on the service, which isn’t only represented by the service at the table, but starts earlier, when the table booking is made. We offer dreams, but the real secret to do it is - as Bob Dylan put it - to “get up in the morning and get to bed at night, and in between do what you want to do”. Massimo Bottura, Chef at Osteria Francescana, Modena. Without passion, you cannot give 100% and always work like your business were at stake, which is the real secret of this profession: if you live hospitality in such a way, it becomes an extraordinary work that allows for personal enrichment and involvement, offering always new challenges. Mauro Governato, Manager of Hotel Four Season, Milan. The experience quality depends on several factors, such as the correlation between value, cost and quality, the active involvement in the experience, the balance between technological aspects (which are useful for providing “special effects”) and human aspects (such as passion and sentiment) – what nowadays is called high-tech/high-touch – the broader vision, and finally a pleasant and spellbinding location, where lights, interior design, temperature, scents and music must be studied in detail. Severino Salvemini, Tenured professor at Bocconi University. Today, the chef plays a strong communication role, but 60% of the food and wine experience in the restaurant is made in the dining room, therefore I dare to say that “young people should stop dreaming about becoming chefs and start working as waiters!” Gualtiero Marchesi, who is considered the founder of the “new Italian cuisine”.
Ferrari has become Alitalia’s official sparkling wine, and since 1 May this Trentodoc is served to Business Class passengers on intercontinental routes, as well as to guests in Alitalia lounges at domestic airports and at New York JFK airport. The two global icons of Made in Italy signed this significant agreement to join their forces and improve the travel experience of Alitalia’s customers by offering an excellent Italian product that will make the airline’s restaurant service even more exclusive. The customers of Alitalia will have the chance to accompany their meals or enjoy an aperitif with a Ferrari Maximum Brut, a harmonious and elegant Trentodoc that combines the typical fruity notes of Chardonnay with delicate fragrances of yeast, the product of a long cellar ageing. The partnership stems from shared values and a common desire to be international ambassadors of Italian excellence. The choice of Ferrari, the epitome of Italian sparkling wine for over a century, is part of Alitalia’s wider project to further improve on-board service with products that best reflect Italy’s food and wine tradition. “It’s a great pleasure to launch this partnership between Alitalia and Cantine Ferrari, two companies with a long tradition, and both deeply rooted in our country, the Homeland of Beauty,” commented Matteo Lunelli, Chairman of Ferrari Winery. “Having Ferrari’s prestigious brand on our flights is another important part of our strategy to take Italian excellence to the world,” said Marco Martinasso, Alitalia’s Vice President Marketing, who stressed that the Italian airline is “committed to offering a high-quality customer experience, both on board and on the ground, in keeping with the excellence of our brand.”
The “Title and Cover of the Year” Ferrari Press Awards go to Il Manifesto and SportWeek, Frankfurter Allgemeine Zeitung conquers the “Italian Art of Living” award
Il Manifesto and SportWeek, the weekly information sports magazine of La Gazzetta dello Sport, are the winners of the 9th edition of the «Title and Cover of the Year» Ferrari Press Awards. Both newspapers will receive a prize consisting of 1,000 bottles of Ferrari Trentodoc. Il Manifesto won with the headline «Niente asilo» (No Asylum), which was printed on the front page published on September 3, 2015, together with the picture of young Aylan, a Syrian child found dead on the Turkish coast, who was portrayed in an image that moved the hearts of millions of people throughout the World. The jury motivated its decision with these words: «Impressive and appalling. The front page published by Il Manifesto perfectly conveys the enormity of this tragedy by combining, in an extraordinary symbiosis, the image of a lifeless and tiny body with a title made of two simple words charged with several meanings, one more brutal than the others: the end of all hope for a child who died while searching for hope». SportWeek conquered the title of «Cover of the Year» award thanks to a picture portraying a kiss between two men, an image that was accompanied by the headline «Chi ha paura di un bacio?» (Are you afraid of a kiss?) for a feature published on July 11, 2015, that explored the last remaining taboos of Italy. The jury’s motivation read as follows: «A most daring cover by SportWeek. You need a daring spirit to accompany a feature on homosexuality in sports with a cover showing a kiss between two men, who moreover are rugby players and therefore involved in what is considered one of the manliest sport of all». The «Italian Art of Living – Article of the Year» Ferrari Press Award, which is open to the articles published on foreign newspapers that succeeded in creatively enhance one or more aspects related to Italian lifestyle and the excellence of Made in Italy, went to Frankfurter Allgemeine Zeitung for its special issue devoted to Expo Milano 2015 and, broadly speaking, Italy. The winners were presented on Wednesday, May 11, at an evening hosted by Sarah Varetto, director of Sky TG24. The event gathered at Triennale di Milano several important stakeholders of journalism, culture, and business. Moreover, in line with the vocation of Ferrari Winery to be an ambassador of Italian Art of Living, the prize giving ceremony was followed by a debate on the values of Italian lifestyle and the way in which Italy is seen in the World, a discussion fuelled by the insightful input of two supporters of Italian values such as Luca Cordero di Montezemolo and Giovanni Malagò, respectively presidents of Alitalia and CONI, the Italian National Olympic Committee.
The best victories are not those you take for granted but rather those you have to fight for, like the fifth back-to-back championship title conquered by Juventus, the 34th national success in its history, an achievement that was celebrated with rivers of Ferrari Trentodoc. The mathematical certainty of this year’s championship win came on Monday, April 25th. The whole team celebrated this success by opening bottles of Ferrari Trentodoc specially prepared for the occasion and bearing a label showing the image of the 34th “scudetto” and #hi5tory, the hashtag chosen by the team that broke the internet for the entire day. Videos and pictures portraying the players while they celebrated this success with huge bottles of Ferrari Trentodoc have immediately started circulating on the web, seizing an incredible success among fans. Although this is not the first time that Juventus decided to celebrate a win with Ferrari, it is probably the most exciting celebration for Ferrari wineries, which started an official partnership with the football team at the beginning of this season as official supplier of the Juventus Stadium.
Ferrari Trento has partnered with The World's 50 Best Restaurants in order to celebrate the Art of Hospitality, the subtle alchemy created by the perfect balance among excellence of service, atmosphere and conviviality - the elements needed to provide a full restaurant experience. This partnership is in line with the values of Ferrari: the century-old symbol of the excellence of Italian sparkling wine, which represents the embodiment of a genuine lifestyle based on sharing and enjoying life. For years, these values have been recognized by the best restaurants in Italy, the main ambassadors of Ferrari winery. This recognition has now reached an international dimension. Not only is The World's 50 Best Restaurants ranking based on the votes of almost 1,000 independent experts, but its prestigious awards event has gathered the most innovative chefs, restaurant owners, and food lovers from the four corners of the planet over the last 15 years. After 14 years with London as its host city, The World's 50 Best Restaurants is moving to New York in 2016, The first stage of its global tour will see the awards take place at Cipriani Wall Street on June 13. In addition to being the official sparkling wine partner of The World’s 50 Best Restaurants Ferrari will also sponsor the "Ferrari Trento Art of Hospitality Award", which will recognize the restaurant that, according to the panel of experts, has elevated its service to create a unique experience, engaging its guests in a comfortable and yet stimulating atmosphere. “We are delighted to partner with The World’s 50 Best Restaurants to recognise the Art of Hospitality. As a producer of high-end sparkling wine and an ambassador of Italian lifestyle, we are uniquely positioned to celebrate this aspect of the restaurant experience: a glass of bubbles is synonymous with welcome and the toast is by definition an act of conviviality. Moreover, hospitality is traditionally very important in Italian culture” said Matteo Lunelli, President and CEO of Ferrari winery. William Drew, Group Editor of The World’s 50 Best Restaurants, said: “Hospitality is, of course, central to any great restaurant experience and we are thrilled to be celebrating this crucial aspect of the business in partnership with Ferrari Trento. The introduction of the Ferrari Trento Art of Hospitality Award coincides perfectly with our new location for 2016: New York City.” In order to provide further knowledge on the Art of Hospitality, Ferrari and The World's 50 Best Restaurants will host an event that will gather in Milan some of the most prestigious restaurateurs in the world on April 28. On this occasion, Italy will be represented by Massimo Bottura, the owner of Osteria Francescana, the restaurant that ranked No.2 in the world in 2015.