Milano Marittima and Cervia were hit, like many other locations along the Romagna Riviera, by a storm with few precedents in the history of Adriatic summer seasons. Several roads are closed and underpasses flooded. Nearly 300 trees were knocked down by the fury of the wind in Milano Marittima alone. And many beach clubs sustained serious damage.

Among these is Papeete. “It was a big blow” commented the beach club manager, Massimo Casanova. He told the Ansa news agency: “It devastated the beach: I have broken umbrellas, gazebos, torn awnings, it was very challenging. We have all our men in the field, today we are open, we are working.” And it’s in this moment of difficulty that Casanova responds to critics of beach operators regarding the prohibitive costs of umbrellas and loungers: “We could use those complainers about expensive loungers now, which wasn’t even the case. But they wouldn’t be of any use, they’re like the bureaucrats in Brussels.”

Controversies aside, the managers of beach clubs in Milano Marittima, Cervia, Cesenatico, Rimini and other locations hit by the storm immediately got to work to restart a season that doesn’t end here. The Romagna Riviera has a long season, which in most cases continues until the end of September and in many cases extends until early November. The 2025 season has been yet another difficult one – 2023 was difficult due to the consequences of the tragic May floods, 2024 was difficult due to the mucilage – but it’s not over yet. Best of luck to all the managers!

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