PROJECT VIGEDAL CULTURAL HERITAGE AND TOURISM
Interventions for the additional fsc resources cipe resources 38/2020priority of the agreement – notice “Contributions for the support ofthe digitalization processes of lazio companies” – “Digital diagnosis voucher” valid for the “Fsc 2014-2020”
The company has been managing the historic Hotel Maga Circe since 1996, which opened on July 29, 1935. Hotel Maga Circe is the second hotel in the small town of Lazio (the first, Hotel Guattari, which later became called Neanderthal, has been closed for over a decade). Maga Circe has adapted and developed in line with changes in tourism in the area and the boom of the 60s and 70s, and most importantly the 80’s, marked the abandonment of traditional cuisine, in favour of exotic and impersonal dishes. At the same time, the hotel also lost its identity as it adapted to the dictates of the time’s fashion, while maintaining spaces and views unthinkable for a building of that age.
At the end of the ‘90’s, with the hotel back in the management of family responsible for catering, the hotel’s links with the homeland and traditional flavours were recovered. The consultancy carried out relates to the outcome of the Lazio Digital Diagnosis tool which supports the digital transition of micro, small and medium-sized businesses with operational headquarters in the Lazio region, in the following macro actions:
- an in-depth assessment of the degree of maturity of the beneficiary company in terms of the digitisation of processes and possibly products, with evidencing safety and compliance with legislation;
- a detailed mapping of the hardware and software equipment present and of the digital solutions already adopted;
- an analysis of possible interventions, including alternative or sequential intervention also including that relating to the integration of these interventions with each other and with respect to the existing facilities and existing solutions, with evidence of the expected benefits in qualitative and quantitative terms;
- an estimate of the times and costs of each intervention, the possible financing methods (including the use of software as a service and subsidized loans) and the relevant identification of the surrounding conditions.
Following the diagnosis phase, an investment plan was built in the company which improved:
- The company organization, in functional terms and in terms of time saved;
- The internal production organization, making the machinery and programmed processes interact with a factory 4.0 system perspective;
- The relationship with fundamental partners (suppliers and customers) in terms of increased relationship transparency and traceability;
- Company leadership, providing it with ad hoc analytical tools for the interpretation of the relevant phenomenologies of the production process;
- The brand diffusion, as a communication of the new competitive position in the national and international market.
The current business model revolves around welcoming Hotel Maga Circe guests staying in one of the most sought-after hotels in Circeo, in a relaxed yet elegant atmosphere, where they can enjoy slowing down and unwinding. In the restaurant, both the ingredients and the preparation are personally taken care of by the owner, who has an eye for Gulf products (Groupers, Snappers, Turbot) and food from the Pontine province (Gaeta olives, Circeo DOC wines, buffalo mozzarella).
This consistent culinary commitment has earned La Veranda restaurant entry in the pilot Lazio region project for typical Lazio catering. Back in 2010, the Hotel was awarded the “Environment, Business and Tourism” recognition issued by Unioncamere and by the Ministry of the Environment and the Protection of the Territory and the Sea. Then in 2014, the Maga Circe hotel was awarded the Silver degree in the Tripadvisor GreenLeader project, developed in collaboration with the UN’s Environmental Program and the United States Green Building Council. In 2019 the company was first among those participating in the public “Cultural Heritage and Tourism” Notice for FESR 2014-2020 with the project achieving “Advanced Generational Hotel Marketing of Circeo”
The individual interventions of the organizational technological gap were related to : Organizational, Infrastructure Enhancement of connectivity, Infrastructure Purchase of additional hardware equipment and workstations for Food & Beverage functions, Infrastructure Purchase of VoIP system, Infrastructure IoT for energy saving, Adoption of an internal social collaboration platform, a European brand, State of the art processing on digital strategies/activities already started by the company and the tools available (infrastructure), competition analysis and Benchmark, 8 SW functionalities for online activities, dynamic actions, E-Commerce Manager
Admitted Expenditure: € 18,000.00
Given Grant: € 12,600.00
PROJECT VIGEDAL CULTURAL HERITAGE AND TOURISM
Contributions Public notice “Cultural Heritage and Tourism” POR FESR 2014-2020 referred to in Det. n. G16395 of 11/28/2017 approved with Determination n. G15917 of 06712/2018 published on BURL n. 100 of 11/12/2018.
DESCRIPTION OF THE PROJECT
The idea of Vi.GE.DAL. LTD consists of the articulation by stages of the following actions
Restructuring of the HOTEL MAGA CIRCE building. – Specific objective: the architectural and plant renovations will allow an improvement of the intermediate accommodation capacity of greater usability of the spaces, a better arrangement of the spaces, a renewed style.
Interception of new tourist segments and expansion of those acquired. -Specific objective: increase of the typology of customers in the geographical (local and at the same time international) and motivational sense (food and wine, sustainability, sport and wellness and cooking school). The aim will be to broaden the sustainable vision, through the diffusion of the environmental ethical policies pursued, and to spread the brand internationally.
Energy cost reduction.- Specific objective: for DHW (Domestic Hot Water) in terms of 80% of the expenditure on diesel bills dedicated to this item and about 20% of the amount of diesel dedicated to heating the boiler in the thermal power plant;
Restructuring architecture and website functionality. – Specific objective: increase and diversification of revenues from the web as a result of reaching a conversion factor of 20% in web marketing operations related to email marketing, AdWords actions.
Spending Allowed: € 83,157.89
Grant granted: € 31,497.78
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Contributions to support ICT solutions in the production processes of SMEs in line with the strategy of smart specialization with reference to electronic commerce, cloud computing, digital manufacturing and IT security Notice “DIGITAL IMPRESA LAZIO” referred to in Det. n. G08196 of 17 June 2019 – POR FESR LAZIO 2014 – 2020 A0322-2019 – 29099 CUP F24E20000120004 – Project Code POR A0322E0198 – COR 1796235
Description of the Digital Administration Project for VI.GE.DAL S.R.L.
VI.GE.DAL. s.r.l, which has been managing the Hotel Maga Circe in San Felice Circeo (LT) for some time, intends to propose tourist accommodation activities with new digital marketing solutions. The Digital Impresa Lazio Project consists in reviewing and reorganizing the marketing strategies adopted, through the implementation of a Strategy workshop in the hotel, customer support, 360 ° marketing planning which includes an update of the website, an SEO optimization (Search Engine Optimization), and a more effective communication of your brand through Social Marketing.
Increased bookings in April, May, June, September and October.
Increase in the number of direct bookings, passing booking.com and related commissions.
Improving communication with a website that is more suitable for the hotel by reducing negative reviews on trip advisor, etc.
Increase in repeat bookings from people who have already stayed in hotels – directly.
Increase in bookings from abroad, mainly from Northern Europe and Russia.
Admitted expenditure: € 15,000.00
Grant granted: € 7,500.00