Alessandria, le due ruote e la promozione a trazione differenziata…[Centosessantacaratteri]

10 a Enrico Sozzetti, zero agli anonimi del web! [Le pagelle di GZL] CorriereAldi Enrico Sozzetti

 

 

Alessandria, città delle due ruote. Ci sono le biciclette con il loro museo a Palazzo Monferrato e ci sono le moto con il raduno motociclistico internazionale della Madonnina dei Centauri. Due ruote diverse. E non solo per questioni unicamente di trazione. C’è l’aspetto promozionale che deve fare riflettere, insieme ai numeri forniti dalle associazioni dei commercianti. Difficile verificare il dato delle “migliaia di persone” attirate dalle aperture serali dei negozi. Così come si deve prendere atto delle “diecimila consumazioni” nei ‘ristoranti gourmet’ (sul piano della promozione dell’enogastronomia c’è però ancora da lavorare per superare il tipico menu fatto di un mix di carni, agnolotti, salamini, patatine fritte, hot dog e birre) durante i tre giorni del raduno, confidando sempre nella bontà delle informazioni istituzionali.

Che il raduno, nonostante le novità introdotte quest’anno a partire dalla collaborazione fra Associazione commercianti e Confesercenti (un po’ una conseguenza obbligata, per le associazioni di categoria, dal processo di fusione tra la Camera di Commercio di Alessandria e quella di Asti), sia “il più grande evento internazionale della città di Alessandria” capace di generare “numeri significativi per la sua ricaduta economica” alimenta qualche dubbio. Non per le potenzialità, per carità, ma per le scelte che vanno nella direzione opposta. Il percorso di quest’anno della sfilata ha evitato il centro e interrotto la tradizione del passaggio lungo gli spalti, per celebrare il ponte Meier. Con il risultato di bloccare la strada di fronte alla stazione per alcune ore (va bene che alla domenica ci sono pochi treni, però…), impedire ai motociclisti che tradizionalmente arrivano il mattino della domenica di raggiungere l’area delle iscrizioni in viale della Repubblica a causa delle strade bloccate (cosa con cui hanno fatto i conti anche gli ignari automobilisti che domenica mattina hanno tentato di entrare ad Alessandria arrivando da via Giordano Bruno e che non sapevano un bel niente del raduno) e i problemi di parcheggio collegati alla chiusura di piazza Garibaldi (problema segnalato dalle associazioni dei commercianti).

Chi ha organizzato è contento, le istituzioni sono soddisfatte, qualche esercizio commerciale ha sicuramente guadagnato. “Far avanzare, far progredire; favorire dando impulso” si legge sulla enciclopedia Treccani alla voce ‘promozione’. Farlo significa guardare oltre i confini locali, puntare a nuovi mercati, turistici in questo caso. Se qualcuno fosse stato interessato ad assistere alla sfilata, ma avesse per disgrazia (ed è avvenuto) sbagliato strada, sarebbe tornato indietro con le pive nel sacco e la sensazione di una organizzazione approssimativa e di una segnaletica ancora più confusa. Non basta che si sprechino i ‘bravo’ da parte dei protagonisti locali. Lo devono dire dall’esterno. E qui, purtroppo, le cose non sono andate tutte per il verso giusto. Non bastano i successi di un giorno per fare dire che il salto di qualità è avvenuto.

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