Psychologist, entrepreneur and owner of hotels in Italy and the UK, which are among the finest in the world, Marisa Melpignano is very committed to the promotion of Puglia, a passion rediscovered after a life spent in the United Kingdom and the United States. She is also President and founder of the San Domenico Trust, an organization aimed at safeguarding rock settlements in the territory of Puglia, a priceless historical and artistic heritage. 

Accademia Apulia has asked Marisa Melpignano the following questions:

The old family farmhouse, Masseria San Domenico, is today a luxury resort member of the prestigious Leading Small Hotels of the world. How did this happen?

When I lived in Rome I would go back to my native Puglia, often accompanied by friends. One day during summer vacation, I took my guests to our country estate to show the ancient olive trees typical of our land. But that afternoon the old farmhouse was in such a state of disrepair that the Masseria San Domenico failed to impress our friends, and had even been robbed of artifacts (including the antique floor tiles). 'Why don’t we fix this home for the summer?', We wondered looking at the old farm as if we had just seen it for the first time ...

A Home embraced by olive trees overlooking the sea?

That's right. A truly beautiful farmhouse that we restored with great care and that we used every time we returned to Puglia. However, as time passed and our children grew up, our holiday destination needs changed and the farm was used less and less. In fact I was in Scotland when I decided that the Masseria San Domenico might become a hotel. I was staying in a beautiful house in Aberdeenshire, which the owners rented out occasionally, sharing with the guests their home’s peculiarities and personality. Looking back at our farmhouse, I thought that bearing heavy maintenance costs only to use the place for just 20 days a year was not ideal. To open the farm to tourists, who could appreciate the comforts of our Puglia property, would have been a winning formula.

And San Domenico House in London? How was it born?

I was already living in the UK for seven years when my son decided to continue his studies in London. Buying a house large enough to accommodate my family seemed a very good idea at the time. However, the property that I selected turned out to be too large. Given the success with San Domenico farmhouse, I did not hesitate to turn my London home into a comfortable hotel, that has the feel of a private home.

A most profitable ‘private home’, wouldn’t you say?

Both properties in Savelletri and in London, were not created to generate business, but are a consequence of the times. Many of my visitors are friends (or customers who have become friends), that when they visit reception to settle the accounts I am often uncomfortable. I was never interested in the revenue side of things.

Puglia is recently experiencing a renaissance also as a consequence of your family entrepreneurial efforts. Although the region boasts a unique natural heritage, how accurate is the definition of Puglia as the ‘Tuscany of the South? In your opinion what are the levers on which to act so that this process is accelerated?

The hoteliers that years ago opened facilities in Tuscany, were of a higher cultural level than people in Puglia and were better equipped to meet tourists’ demands. Despite its natural beauty, Puglia’s tourist boom arrived very late and when it did come, people and facilities were not ready to welcome international tourism. I am hopeful that with time things will improve, in fact they have already changed significantly.

Today Puglia no longer relies on tourism that that depends exclusively on migrants returning home for the holidays. Many of the guests staying in your hotels are famous people from the world of politics, show business, as well as internationally renowned stars, Sean Connery amongst them. How has the local community reacted to this change?

Very well. Local people are finally realising how important it is for a region to have good facilities capable of accommodating tourism. Our hotel contributes to this process by providing a social benefit that extends far beyond the perimeter walls of our facilities. Visitors go back home with Puglia in their heart and … food in the boot of their cars, boosting local economy.

In light of this new type of tourism, but especially considering foreign tourists’ language requirements, how can the local community be better prepared to embrace this change?

We must invest in our young people, in their training. It is important that employers respect the professionalism of local workers, who often leave Italy for this very reason. I often meet such professionalism overseas. They are skilled youngsters who are reluctant to return home aware they wouldn’t be appreciated there.
Moreover, politicians must understand that Puglia’s industry lies in tourism its natural and environmental wealth. So far industrial settlements have only devastated the territory (see Italsider and Montedison) as well as disappointing the local economy. More investment in infrastructures is presently necessary that can better host quality tourism.

Very often places that go through a tourist boom do suffer an environmental and cultural impact . How can we prevent this from happening to Puglia?

Big resorts have no reason to exist in Puglia. Not only do they have a negative effect on the environment but also are not cost-effective given our high cost of labour and cost of services such as electricity and gas.
We must focus on smaller structures, preferably restoring the old buildings that abound in our countryside.

Finest amongst Italian best hotel gems, Borgo Egnazia is your latest entrepreneurial achievement; it is the result of a meticulous design study that has lasted several years - every detail of this village is in perfect harmony with the environment. What has the main challenge been behind this major project?

I would say the bureaucracy of the public administration. It seems to me that when it comes to projects that come from outside Puglia, the authorities roll out the red carpet, making themselves available to even unworthy projects. But when it comes to local entrepreneurship one is regarded with suspicion - everything is examined with a bad magnifying glass. They don’t even give you time to finish the works that are quick to criticize. At one point we were accused of 'stealing' precious water from farmers to water the golf course, when we use brackish water instead, which is suitable for the "Bermuda" we planted on our property.

Puglia boasts a historic and an artistic heritage of great importance, from fine Baroque architecure in Lecce to castles from the Frederick era. However it seems that the most beautiful treasures are hidden. In the countryside between Monopoli and Fasano, for example, are dwellings carved in the rock dating back to ancient times. The San Domenico Trust, of which you are both its President and founder, was formed in 2001 to promote the study, restoration and protection of these settlements. And how did this passion begin?

As a girl I had visited these rock dwellings, but only when some German scholars came to study them did I begin to pay more attention to this artistic heritage. Quite incredible that some experts had come from Germany to appreciate the beauty and history of the caves, while many local people didn’t even know they existed. It was then that I decided to make this heritage accessible and known. With the cooperation of the municipalities in which the settlements are, and after some vicissitudes, the Trust was able to pursue its objectives, having a scientific board headed by professor Cosimo Fonseca.
Together with the council of Monopoli, the Trust has secured180 thousand euros needed for the restoration of a crypt.
Moreover, 2% of revenues from the Masseria San Domenico is donated to the Trust.

The Foundation offers scholarships.

Yes, we organize a conference every two years and we offer scholarships to some students (accommodation and meals with the compliments of the Trust) who contribute to the conference with a study on our rock dwellings.

And there is a Prize for journalism too that comes from the Trust?

The Trust promotes the existence and study and the rock dwellings in order that they can be better protected. The Prizewinners receive a sculpture by Mimmo Palladino and prize money.

What is the future of this heritage, or rather, what are the prospects for creating a sister city with the archaeological sites of Cappadocia, and the inclusion of the settlements of Monopoly and Fasano in UNESCO World Heritage?

Yes, we're working hard on this quite achievable objective.
Another interesting aspect of our settlements is given by their geographical locations. The caves follow each other along the 'Blade' (a rock conformation formed by fluvial erosion during the neozoic era) and creating a walk would enable visitors to reach each cave with a single route. This is my greatest wish.You are known to promote Puglia at every opportunity - even at Christmas time.

Are you referring to my greeting cards? Yes, with our Christmas Cards we suggest to our guests to make a statuary donation (‘5xmille’) to the Trust.

Beside your passion for Byzantine art, who would you say is the most interesting contemporary figurative artist?

Mimmo Palladino is the artist and friend I most admire.

San Domenico House in London is an elegant hotel, which feels like a Country House in the heart of Chelsea. Given your entrepreneurial success, are there any prospects of opening more units in other European cities?

No, not for the immediate future.

Life is Hope.

What is your message to young, aspiring entrepreneurs? 

Do not expect others to do things for you - follow your dreams with determination and perseverance - they will be yours.

Tags: San Domenico House Borgo Egnazia  Masseria San Domenico Masseria Cimino