After two years of closed concerts, there is a desire to have fun out there. Archived (hopefully) the Covid parenthesis and winds of war permitting. Anglo-Saxon observers have renamed it “hedonistic impatience”, a sort of very particular “impatience to enjoy” that would deeply touch the young adult audience, who have always been the hard core of live music. La Prima Estate goes in that direction, a brand new concept festival scheduled from 21 to 26 June at the Bussola Domani Park in Lido di Camaiore. The name sounds like Primavera Sound, the logo has the font of the Bussola Domani, one of the symbols of Versilia in the golden years. Six days of live, but also an experiential holiday that combines sea and gastronomy with music, yoga at dawn, water sports, cooking classes and night clubbing to end with a flourish. All in one package.
The program
The musical program is a whole program: it starts with the only Italian date of The National (June 21) accompanied by Courtney Barnett and Giorgio Poi; then Bonobo, The Lista Representative, Beabadoobee and the Impératrice (June 22), Duran Duran (the only Italian date here too) and Easy Life (June 23), Cosmo and Mura Masa (June 25), Kaytranda, Jungle and Badbadnotgood ( June 26). But what La Prima Estate strongly bets on is the precise desire to be something more than a musical review, offering spectators experiences that will also fill the rest of their days.
The concert is no longer enough
“Our impression as operators of live music”, underlines the promoter Mimmo D’Alessandro, CEO of D’Alessandro & Galli who organizes the event, “is that today for the public to live only the concert is no longer enough: La Prima Estate wants to intercept this desire, accelerated by the post-pandemic euphoria, to fully enjoy free time, combining the evening live music part with a series of experiences related to sport, the sea, food. A new concept of festival for which we consider Versilia the ideal place ». From 1 to 15 March, early bird packages will go on sale at particularly aggressive prices that will combine the concert ticket with room and umbrella. Alessandro Del Dotto, mayor of Camaiore, underlines the importance of a format that represents an overcoming of the traditional dynamics of hit and run tourism: “Bussola Domani is inimitable history and now it is an international reality with a new concept”.
A range of experiences
In short, Lido di Camaiore will become a large village where the public can leave the car and have hotels, umbrellas and concerts just a few meters away. The most natural way to spend the day waiting for the concerts will be to enjoy the beach, but there will also be the opportunity to take advantage of a range of “experiences” that La Prima Estate will offer every day covering interests ranging from art, to sport, to food and wine. There will also be night entertainment that will be guaranteed every evening after the concerts by the after shows in the Versilia discos that will be managed by the Apollo club in Milan. A natural evolution of the Lucca Summer Festival format that D’Alessandro & Galli has been organizing for more than 20 years. Creating an economy that is anything but negligible in the area: according to a study by the University of Pisa, in fact, the event when it takes place generates an impact of 22.7 million for Lucca alone, which rise to 29.8 million by expanding the speech to the whole of Tuscany. Waiting for the reopening.
