VALUE ADDED LUXURY VACATIONS ON THE RISE

By Paolo Scheffer   Portugal, Portuguese Republic   

(Free-Press-Release.com) November 5, 2009 -- UMBRIA, ITALY — November 5th, 2009. In a courtyard lined with potted lemon trees, the sound of distant sheep bells, and the cool morning air of the Mediterranean autumn greets a group of executives and retirees. It is the first day of a creative cultural-immersion program. Breakfast is served under the warm glow of a white canopied terrace where the guests recover form jet-lag and prepare for the day ahead.

Retired Communications Executive, Katherine Frank, age 58, is one of the first to arrive under the old hand hewn wooden beams of a high-ceilinged studio in the 600-year-old converted monastery. For the next 7-days this rustic, luxury retreat will be her home during a photographic workshop that will include visits by photographers, art historians, local winemakers and chefs.

Offering more than a standard getaway is what we’re doing, call it whatever you want, but we are setting new standards for how people vacation and explore Italy, says Paolo Scheffer, the Director of the Italy Art Workshops. “Our guests come here to not only experience the riches of Florence and Rome an hour away, they are also here to have an experiential vacation that will expand their vision, improve their technical skills and change the way they create.”

According to travel industry experts and a recent article in Afar Travel Magazine. “Experiential travel is the hot ticket these days, and ‘authentic’ is the new buzzword in the industry. Learning based travel is booming as 56% of Americans say they are interested in taking an educational trip. That’s 22% more than five years ago. Cultural travel is growing and purpose-driven travel is on the rise with 57% of travelers willing to travel any distance to explore their personal interests. Another survey by the popular online Trip Advisor indicates that art, sports and cooking topped the most popular list for learning vacations in 2008.

According to a report by PricewaterhouseCoopers released last month at the annual Abta Travel Convention in Barcelona, Spain. This kind of hospitality represents the fastest growing trend in vacations. The negative effects of the recession on the travel industry is quite different for luxury hospitality providers who are recording at least 30% increases in revenue. The report went on to project that 2010 will continue this trend and luxury tour operators are likely to maintain margins and market share. Guy Gillon, Leisure Director, at PricewaterhouseCoopers LLP, said “Luxury is chartering a new course through these turbulent times with a resourceful and deal savvy consumer requiring value for money.”

At the workshop studio, Katherine is checking over her camera gear and admits that she has not even looked at a guidebook on the area. “I want to leave with something more than snapshots at monuments and 5-star Michelin rated restaurants,” says Katherine. There are nine other guests, complete strangers with their own private apartments within the stone walls of the monastery and they will all be working together for at least four hours a day in an intensive travel photography course with Instructor Richard Cummings, a seasoned fine art and travel photography teacher from Boulder, CO.

The package includes all lodging at a variety of restored villas, castles and farmhouses, depending on the program, all meals prepared by an on-site Exec. Chef, transportation and instructor time (plus plenty of wine to make sure everyone is feeling creative).

It’s not all work for these vacationers, and the Italy Art Workshops, (www.italyartworkshops.com) also offers more traditional vacation activities, for travel partners who are not participating in the programs. The nearby spas, golf courses and equestrian schools are were husbands, wives and travel companions enjoy their own adventures until everyone rendezvous back at the monastery for an early evening cocktail to catch up on discoveries.

The workshop instruction time is based on the idea of traditional Renaissance artists’ guilds, with beginner and advanced students working side-by-side in a common space to inspire learning, says Scheffer. “An open studio allows for rapid progress and encourages others to attain their goals. Over time, a bond of trust, openness, and a safe alliance builds, leading to even greater achievements. Artistic learning is not the result of people working alone.

Evening arrives gently over the velvet green hills and the nearby medieval hamlet of Amelia is silhouetted by a fiery sunset. Everyone gathers around a large plate of mixed of antipasti and bottles of Sagrantino di Montefalco, a big red wine full of tannins made by the local Cantina Paolo Bea vineyard. The conversation begins to buzz as dinner is served and stories of hidden hot springs and creative achievements start to unfold around the long harvest table. Hand-painted, ceramic majorca from the nearby town of Deruta adds to the cozy feeling of a family style meal that everyone is excited to join.

After one-day, the cultural immersion has already started to feel like a natural part of being here, and the term "luxury resort" certainly does not describe the authentic setting. The food, dishes and discoveries come from within a 50km radius, and there are still 6 more days to go.

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The Italy Art Workshops were founded in 2005 to provide intensive, total-immersion workshops in historic luxury settings, instructed by working artists. If you would like more information please visit: www.italyartworkshops.com, or to schedule an interview, please contact Paolo Scheffer.
at 917-477-7652, or info@italyartworkshops.com
art workshops , luxury travel

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For more information:
US Tel. (917) 477-7652
Rua da Aliança Operaria, No 27
30 D
Lisboa, 1300-044, PT
Visit our website: http://www.italyartworkshops.com

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