In Viareggio, the Caboto Beach Club closes the season with a positive balance sheet and, most importantly, bucking the trend of a summer that has highlighted difficulties and uncertainties for many beach operators. «We recorded an increase in revenue compared to last year, which was already an excellent season for us», say those from the beach club featured in Guide to Italy’s Best Beach Clubs with a rating of “two umbrellas”. The result confirms the strategy pursued in recent years and which, according to the management headed by entrepreneur Guia Piccinelli, who took over the historic beach club – founded in 1908 – in 2020 from the Lazzari family, demonstrates how in an increasingly competitive market it is not enough to wait for customers to arrive: you must invest in services, quality and the ability to innovate.

The starting point is an idea of hospitality strongly tied to the territory and the family dimension. Caboto fits into the model of Italian beach establishments, small businesses that have built an important part of national tourism offerings over time and must today also grapple with uncertainties related to concession regulations. What makes the difference, however, is above all the context and attention to detail. The structure is built predominantly in wood and requires constant maintenance, while the quality of materials is matched by that of services, cuisine and staff, called upon to interact daily with an increasingly discerning clientele.

CABOTO Versilia NARDINI FORNITURE © Diego Laurino Photographer 1

One of the distinctive features is the gastronomic offering. The menu changes daily and, more generally, is refreshed every week. A challenging choice on both organizational and economic levels, but considered essential to maintain guests’ interest. «You can come for lunch or dinner multiple times and find different dishes», explain those at Caboto. It is a philosophy born with the purchase of the establishment, when the current managers decided to transform the old “bathing station” according to the model they would have wanted to find when they were clients and worked in a completely different sector.

For two years now, the offering has also been enriched with a grill desk service, a service that aims to highlight the raw materials and, at the same time, create conviviality. Guests can choose the fish directly – from sea bream to sea bass, to large prawns – which is then prepared on the grill and accompanied by a vegetable buffet. It is not traditional table service: you get up, select the product and return to your table. A small ritual that, in an informal and holiday atmosphere, also becomes an occasion for meeting and socializing. «It was a great success», confirm those at the beach club.

CABOTO Versilia NARDINI FORNITURE © Diego Laurino Photographer 25

Another element that the management focuses on is the relationship between quality and price. Viareggio must compete with nearby Forte dei Marmi, where spending levels are significantly higher, but Caboto has chosen to maintain a pricing policy consistent with its territory. A choice that involves sacrifices, especially in light of the widespread increase in costs, but which is considered strategic to remain accessible without compromising quality standards.

The next goal, finally, looks beyond the summer season. Caboto would like to be able to work during the winter as well, taking advantage of the charm of the sea out of season and keeping part of the staff active. Today permits and administrative constraints make this possibility difficult. «It would be nice to enjoy the sea in winter even without the umbrellas», they explain. Not only to extend the opening period, but also to preserve the expertise built during the summer. A project that remains on the shelf, awaiting more favorable conditions and greater foresight from local institutions.

Photos taken from cabotobeachclub.it