In the world of retail, every opportunity counts. From large-scale sporting events to local celebrations, the urban fabric becomes a vital stage for the prosperity of our businesses. That's why it's vital to ask: How can we make the most of these events to boost our commercial activities and strengthen our ties with the community?
This year we have great golden opportunities ahead of us, such as the 37th edition of the America's Cup, which is not only the most important nautical competition, but also the third sporting event with the greatest economic impact after the Olympic Games and the Football World Cup.
In the case of Catalonia, this event is expected to generate an economic impact of no less than 1.2 billion euros. It encompasses more than 200 activities that will take place throughout the year, from cultural and artistic events to sports, gastronomic, scientific and leisure activities, to create ties with Barcelona.
It is truly exciting to have such a relevant event that extends from August 22 to October 20, unlike the Olympics, which last only fifteen days. This gives us more time to make the most of the opportunity. As retailers, what are we doing about it? Are we prepared for this event? How have we linked ourselves to the America's Cup and what strategies have we implemented?
In Barcelona, Sant Jordi's Day represents a unique occasion that is repeated every year, becoming an emblematic event where the city is beautified with book and flower stalls. Casa Batlló stands out among the most recognized stops, adorning its facade with roses and becoming a reference point that attracts both tourists and locals, and floods Instagram with photos.
This year, from the Boqueria Market, we have joined this tradition for the first time. We have decorated the entrance with roses and presented the book Grandes Éxitos by Rafuel, the well-known Catalan foodie, last Monday, April 22, at Espai Boqueria, the market's kitchen space. At La Boquería we are planning activities for La Mercè, as we are proud to be part of the city's cultural life and wish to contribute to its celebrations.
It is crucial to ask ourselves if we are creative enough when it comes to linking our businesses with the city's eventsOn the other hand, Madrid celebrated the most international marathon in its history on April 28. With 40,000 participants, including a quarter of foreigners, the Zurich Rock'n'Roll Running Series Madrid attracted a large number of visitors. If we lived in Madrid, we should have considered how to take advantage of this unique opportunity. If we have a restaurant, we could offer a special menu for runners, and if we have a sports store, we could create a sign encouraging people to experience the marathon with our store.
It is crucial to ask ourselves if we are creative enough when it comes to linking our businesses with city events. Paris is preparing for the Olympic Games and the city has once again become a trend, a platform to showcase the best of its businesses.
Therefore, it is essential that every aspect of our strategy is interconnected in a fluid manner. From planning for the Copa América to participating in local events such as Sant Jordi's day in Barcelona, every action must support our vision of strengthening commerce through integration into the cultural life of our city.