EP Perspective September 2016

INTERNATIONAL: VERDURA RESORT
“THIS AREA OF SICILY WAS A BIT
ROUGH AROUND THE EDGES AT
THE START BUT NOW WE DO HAVE
A IVESTAR WEST COAST”
guests and is an extra reason for them to stay. With 35 per cent of
our guests coming from the UK, having two British chefs is a big
appeal. We strive to create a community around the hotel and this
includes creating a European hub for chefs to come and cook.
We aim to become a destination with a sense of community and
being healthy and sustainable is linked to this. It is not just slow
food and marketing.”
The strong modernist, environmentally sensitive architecture
of the resort is rooted firmly in Sicilian culture. The property first
began as the dream of Sir Rocco Forte who wanted to create a golf
destination and a destination in its own right on the south-west coast
of Sicily. For Verdura, architect Flavio Albanese took inspiration
from the Mediterranean setting and used the local colours of
Latin terracotta and ochre to liken the buildings to the designs
of traditional Sicilian houses. Interior design was led by Rocco
Forte’s Director of Design (and sister of Sir Rocco Forte), Olga
Polizzi, who created a contemporary edge and simplicity in
keeping with the local culture.
“We call the appearance of the resort ‘flat horizontal’ because
it’s not so elegant from the air. There are no high structures and all
the buildings are lined up in such a way so there are no interrupted
sea views for the guests.
“We are a complete destination with golf, tennis and water sports.
We have the only golf course with six holes next to the sea and these
are maintained to the highest standards. Our spa is one of the biggest
in Europe with a unique Sicilian flair and is ideal for real retreats and
a psychological detox with all-natural products.
“We are well-known as a family friendly resort and have a new
kids’ club. Families stay nine nights on average so we have to ensure
there is a lot to do. Every child receives a passport and they receive
a stamp when they stay in each hotel. We have a science lab, art
lab, teach history and have built a kitchen. The height of the marble
tops is designed for children and they can also plant seeds in the
garden. We feel the club is essential as it’s important for guests with
families and travelling couples, as it means kids are less likely to
disrupt other guests.
“A great number of our guests are international and when
they arrive they can do as much or as little as they want. Most
automatically relax when they get here. We have a no car-policy and
200 bikes in order to preserve the beauty of the landscape.”
Verdura strives to be sustainable and recognises this as a desire
from guests. The property includes solar energy and photovoltaic
panels for electricity and water-recycling, which is of particular
importance in Sicily where rainfall is concentrated around short
periods of the year. The Resort employs around 400 people and
Marco explains that around 90 per cent are locals who possess
a genuine natural hospitality and have a talent for languages.
The Sicilian nature is one which is welcoming and very proud
of their country.
“We completed some research on TripAdvisor for the most
common words used from reviews,” Marco explains. “This semantic
analysis resulted in the words and phrases, ‘authenticity’,
‘uniqueness’, ‘smiles’, ‘genuine’ and ‘kind hospitality’.” With words
such as this, Verdura is forming a community that works as one
to promote the area and ensures guests receive a first-class stay.
The resort lies in the beautiful rustic and rugged landscape of
Sicily, and its hot colours and handcrafted local ceramics create a
resort where luxury and ease are achieved. When tailored to the
environment the authenticity is relevant all over and Marco and his
team will continue to ensure guests feel part of the community.
10 | Perspective | September 2016