Opel Firenze Rocks, which took place from June 12-14 at the Visarno Arena in Cascine Park, drew an impressive crowd of 110,000 attendees across the three days of the festival, with headliners Lenny Kravitz, Robbie Williams and The Cure bringing music lovers from around the world.
For the large-scale event, a campaign was created by Fondazione Destination Florence together with the City of Florence, the Florence Chamber of Commerce and PromoFirenze to enhance visitor-experience through useful tips, while promoting sustainable solutions and enjoying Florence with care.
Titled Rock the Stage, Respect the City, a series of discounts, services and itineraries eased planning and provided a quick and easy means for finding information, all detailed at www.enjoyrespectfirenze.it. A welcome programme was sent to ticket holders that outlined the dedicated offers available, including walking tours of the historic centre curated by PromoFirenze that highlighted lesser-known spots, artisan workshops and local curiosities, and incentives such as 20% discounts on parking spaces managed by Firenze Parcheggi, deals at historic Florentine businesses and reduced entry for Florence’s civic museums.
Special attention was paid to sustainable mobility. During the festival, local public transportation was increased, with additional bus and tram services to facilitate travel to and from the concert venue. For those reaching the Visarno Arena by bicycle, a discount was available on round-trip journeys using the RideMovi bike-sharing service.
The Florence music code
- Rock the stage, respect the city.
Accendi il palco, rispetta la città - Ride the city, don’t jam it.
Segui il flow della città: usa i mezzi pubblici.
- Raise your voice, not your impact.
Alza il volume, non il tuo impatto.
- Scream at the stage, whisper in the city.
Scatenati sotto al palco, cambia ritmo in città. - Leave only music behind.
Dietro di te, lascia solo la musica.
