Escape to Florence

No. of delegates: 70

Location: Florence, Italy

Industry: Flooring

Event type: Incentive

Event objectives:

A brand new client in the bathroom fittings industry approached us with a budget, time frame, and group size for an incentive sales programme lasting 12 months aimed at high-end, well-travelled couples and business owners, who were required to qualify for the trip through meeting annual sales targets.

Event overview:

Delegates stayed in the stunning Hotel Westin Excelsior, a 5-star renaissance palace boasting cutting edge contemporary interiors and sitting in a prime riverside location.


Day one

Landing at Pisa airport, guests began their transfer and stopped for lunch at Fattoria Il Poggio, a beautiful farmhouse and winery, before continuing on to Florence. After checking in and spending the afternoon getting to grips with their luxury home for the following 4 nights, guests were treated to a spectacular rooftop welcome dinner with views over the city.

Day two

The second day saw delegates taken on a walking and tasting tour throughout the morning, with the afternoon spent at individuals’ leisure. Evening entertainment took place at the exclusive Sabatini restaurant, just a short walk from the hotel and renowned for hosting the rich and famous for years.

Day three

Day three included an event highlight – the exhilarating vintage car rally, which took a route directly through the heart of the Chianti region and ended at the stunning Castle Verrazano, where guests enjoyed a casual evening of traditional Italian music, dancing, and fun.

Day four

The fourth and final night spent in Florence was certainly a treat for those taking part, with delegates being taken to a surprise location for an exclusive farewell dinner. Much to the guests’ delight, the exceptional dinner was held at a private villa previously owned by a countess, complete with a drinks reception and breath-taking performance by Italian opera group, Incanto.


Opting for a city break to make the most of a short 4-night break, First Event suggested a trip to the beautiful Italian city of Florence – the perfect choice for a new client, and being short-haul, meaning more of the budget could be put into creating an outstanding ground programme.

This event is one for our history books. With one of our Senior Project Directors stating that it was their favourite ever event they had the pleasure to be a part of within their 7 years here at First Event.