Milan has just celebrated the 90th anniversary of the Scuderia Ferrari, an important event for the Maranello company that blew out the candles by organizing a party together with the Automobile Club d’Italia which celebrated the 90th edition of the Italian F1 Grand Prix at Monza with the clear victory of the Ferrari driven by Charles Leclerc.
This has raised the morale of the Prancing Horse who was going through a very complicated season.
At the event that took place in the central Milan Piazza Duomo with its magnificent Gothic cathedral, only President John Elkann was missing, otherwise the Ferrari team was all there along with ten thousand fans, a red tide that applauds the past, the present and the future of the most glorious motorsport team.
The party for the 90th anniversary of the Cavallino, organized by the ACI, the Automobile Club of Italy, on the eve of the Monza GP at the same time signing the contract renewal up to 2024, celebrates the story and something more: the reconciliation even with the wounds of the past.
Perhaps this is why former President Luca Cordero di Montezemolo, the most successful with 19 world titles (11 manufacturers and 8 drivers) is among the most applauded among the choirs of those present on the crowded square to admire the cars registered for the Grand Prix and take part in the parade of vintage cars protagonists of a truly spectacular show where the Alfa Romeo 8C by Tazio Nuvolari, the Auto Avio Costruzioni of 1940, the 312 F1 by Chris Amon, the 312 T by Niki Lauda, the 126 CK by Gilles Villeneuve, the F2002 by Michael Schumacher but also the 488 GTE that won the last Le Mans and several Ferrari road cars.
Drive-in in Milan: A start-up initiative for business and tourist attractions
The occasion was propitious to a group of young people who have implemented a start-up initiative for business and tourist attractions: the Drive-in in Milan on the model of those existing in the USA.
The new operational initiative in three districts of Milan, also with the aim of redeveloping them, is believed to benefit the area initially on the Bovisa district.
The statements of one of the young creators of the Start-Up explains the Drive-In project said, “It is precisely with ‘We speak of a neighborhood the Bovisa,’ which had an abandoned industrial vocation, and which still today awaits a rethinking, the idea Bovisa Drive-In developed.”
With the presence of the Drive-In, the relaunch of the area should come spontaneously through a flow of visitors. There are many examples of urban areas raised with similar activities abroad.
Not just a drive in
The event area spreads over 10,000 square meters, half of which is dedicated to street food and live music. It is an event area with different contents to involve different targets, the family and an area for children. Everyone will be able to find their own experience.
Film screenings take place with an LED wall. It is the first cinema in Italy with a LED screen. Audio devices are distributed at the entrance with headphones for the 60 pedestrians that will see the film on the deckchairs and the speakers for the 50 cars.
These devices use a system that was created with Makers Hub: a software that tunes different audio tracks with the video track and can send them to multiple devices, so one can decide whether to listen to the film in Italian or in the original language.
Orders at the bar can be made directly from the car and the Mattel company will also be present with a real life-size Hot Wheels. After the film, the event continues with live music, which will be repeated every evening with different guests, so the events area will always be open from 6 pm to 3 am with free street food and music.
Re.urban Studio in collaboration with Makers Hub and YouPARTI made the drive-in turn from a dream to a real business project.
Gratitude to Automobile Club Italy (ACI)
The basis for the GP F1 event wasincluded in the ACI, Automobile Club Italia, and Enit (Italy’s government tourist board) protocol through a Memorandum of Understanding (MOU) that was designed for future synergies earlier in the year.
The president of ACI, Angelo Schicchi Damiani, and Giorgio Palmucci, President of Enit, signed an MOU that provides for the union of synergies for mutual collaboration to attract sports and tourists in Italy.
The mutual benefit agreement is seen as a multiplier of events that can attract sports tourists and be new opportunities to visit the country to prolong their stay.
The tourist movement of foreigners who visit Italy by car at sporting events reaches 685,000 units annually. ACI follows and supports sporting events of great media appeal such as the Formula One Grand Prix (GP) in Monza, the World Rally Championship in Sardinia, the Targa Florio the Mille Miglia and the Golden Cup of the Dolomites.
It also deals with special initiatives such as the combination at the Monza GP of an exhibition of the Ferrari model in the historic center of Venice with enormous public success in 2018. These initiatives can be organized jointly with Enit.
The sporting events mentioned by the ACI president produce an estimated expenditure of around 440 million euros and 3.5 million overnight stays.
We want to repeat these operations also with the help of Enit that boasts delegations all over the world to ensure that foreigners and Italians are induced to visit the country’s villages and smaller cities before or after the event and prolong their stay, with beneficial effects in terms of tourism spending on the territory, explained President Damiani.
The idea to launch such an event began immediately that would bring the Ferrari and Alfa Romeo cars to Piazza Duomo in Milan on the occasion of the upcoming Formula One GP in September. The proposal was accepted by Palmucci promising an immediate planning to identify the projects of events and promotional operations to be carried out jointly and also hoping for the sharing with ACI of involvement in international projects.