They reopened last weekend, as an act of goodwill, but the numbers are dire: all bookings through May have been cancelled, meaning 100% of business up in smoke. The Apulian farms, those where by now a VIP is not a VIP if he does not choose them to get married, after the tsunami coronavirus that devastated Italy and the whole world, the damages are counting. What to do? Cry, howl at the moon, wait for subsidies and help? Granted that the latter will arrive one day or another, from Europe and Italy, but there's no mention of screaming. At least to listen to four of the best-known representatives of this business which has now become established since the end of the nineties thanks to a magical mixture of nature, cuisine, culture and tradition. Angelo Lippolis, Damiano Reale, Sauro Mariani and Lorenzo Antonacci draw a line on the terrible year 2020 and they go on, designing 2021.
Angelo Lippolis, has been directing the "Masseria Palombara”, that is, since it was destined for tourism. The structure, over four centuries old, is located in the territory of Oria, high Salento, 32 km from Brindisi. Angelo starts from safety: “Distance has always belonged to us – he says – Each of our 20 rooms is independent, each table in the restaurant is more than two meters away from the next one. The two pools are one 100 meters large and the other 80, so it offers more than the 7 meters expected for every swimmer”. The "Palombara" mainly welcomes foreign tourists, Americans more than the others. As of March 6, 60% of the rooms had been booked; by 3 May everything had been reset. With 60% of reservations refunded. “An incredible blow”, Angelo vents. Now that flights are also resuming, the question is how many customers will come from abroad. “I have no illusions, this year has gone for us – continues Angelo – Even if the market will be entirely Italian we will never recover because we are in the high end of the market while, probably, those who choose Puglia will be directed towards lower offers than ours".
Of course, even at the "Palombara" in August you will fill up, no one holds back for a few days of peace among the olive trees, even if you pay perhaps a little more, up to 600 euros for a night in high season. But this is not Angelo's goal. “Everyone is good in August – he says – it's the rest of the year that he demonstrates that he's good. That's why everyone our investments are directed towards substantial transformations of the farm. For example: the pools will be heated. We don't miss the sun, and if you offer it together with a comfortable swimming pool, the peoples of the north will be more attracted to it. Just as we need a larger spa, almost a living room, because relaxation is what our regular customers ask of us. In short, if nature lends us a hand in the summer, we have to lend a hand in the winter”.
Damiano Reale, directs “Apulia Vivosa Resort”, in the Ugento area, lower Salento, less than 60 km from Lecce. A completely different story than the "Palombara". In the meantime, they can count on their campsite, "Riva di Ugento", which they have managed since 1976 and which is located in the same area, to recover their income. And here too there are no problems for safety from Covid 19. “ The campsite extends over 33 hectares, with a sea front of 1200 meters – says Damiano – Guests have 160 independent houses at their disposal and those who come by camper or caravan can stop in one of the 1.100 pitches. In short, we have always practiced social distancing ”. Normally foreign and Italian tourists alternate: until June the former, from July onwards the latter. Obviously the coronavirus appeared, the reservations disappeared: first of all those of foreigners in the winter-spring season, unable to enter our country.
Damiano, however, hopes for the autumn-winter season. While it will be easy to have Italians throughout the summer months. To get an idea, a week in one of the 4-person houses costs 799 euros, while parking on the pitch costs 62 euros in high season. The campsite was reopened on May 27th while the hotel will be open from June 20th. The "Vivosa" hotel entered the market in 2009. It is located in a 23-hectare park and up to 200 umbrellas were located on the long white beach until last year. “This year we have to halve – explains Damiano – While catering has doubled the points of service since we don't lack space". The hotel employs 250 people and 110 work in the campsite: no one has been fired due to the corona virus. As for the customers, they come mainly from the north, Lombard and Venetian if they are Italian, German and Swiss if they are foreigners. Average high season price, 224 euros per room.
Sauro Mariani, directs the Masseria "Borgo Egnazia”, in the area of Savelletri, a hamlet of Fasano, still in the province of Brindisi, where one can find some of the most noble structures in Puglia. He is from Emilia and comes from the world of fashion, a job practiced above all in Shanghai. “We opened on May 23 because of a choice of the heart – he says – There were no customers. But it had to be done, to give a signal. Now something is moving. Mostly Italians have booked, but I'm sure that once the air borders are opened, foreigners will also return". In "Borgo Egnazia" they come mainly from the USA and Australia. September and October will be the test to understand if the Covid 19 tsunami will be behind us. And also for Sauro the goal is to overturn the offer on the menu.
“Let's stop looking at the numbers – he says – they are a disaster, we know. So? Let's not waste the crisis, as the great scientist said. We take smart working for example. Why not do it among the olive trees? We are gearing up to offer this service to customers who, instead of working from home, can do it by a swimming pool or under a gazebo facing the sea." And then there are the summer camps to improve your English alongside the classic cooking classes. "In short different offers in front of different times”, Sauro concludes. It is worth remembering that the "Borgo Egnazia" project was born in 2010 at the request of the Melpignano family, owner of other farms, the best known of which is San Domenico, the first transformed from a private home into a grand hotel at the end of the Nineties, and which later inspired all the owners of this type of villa in the typically Apulian countryside.
"Borgo Egnazia" wants to look just like an Apulian peasant village, complete with an entrance door, courtyard and alleys. So to speak of course, since it oozes richness from every stone. The 63 rooms (minimum 33 square meters), the 92 cottages (the smallest of 42 square meters), the 28 villas with swimming pool and private garden (250 square meters each) and a manor house (500 square meters ). Average price 750 euros per night. For fans, we recall that the actors Justin Timberlake and Jessica Biel got married here, as well as the daughter of an Indian iron magnate.
Of a completely different kind is the small farm "San Micheal” by Lorenzo Antonacci, between Martina Franca and Locorotondo, the heart of the Itria valley, one of the most beautiful places in Puglia. Built in 1736, with only 6 rooms, it is actually a very luxurious villa used above all for weddings. Especially foreigners. “We had to postpone 25 due to Covid 19,” explains Lorenzo. The farm is open all year round alternating between French and German in January and February, Canadian and American from March to June. Then the Italians. “A loyal customer is the director of Vuitton,” Lorenzo proudly recalls. The question for "San Michele", as for all structures of this type, is the same: will the Italians be able to replace the foreigners? Of course, here, at Lorenzo's, there are only 6 rooms to rent, but we're still talking about 290 euros per night this season. Or, if you take the whole structure, including the cook and services, 1.600. What to say? Congratulations.
