Ibiza has long been an island for the outcast and non-conforming, from a diaspora of creatives first fleeing Franco’s Spain in 1936, to hippies throughout the 60s chasing the magnetic vibrations of Es Vedra island. An essential part of the culture is clubbing. For many party goers in Ibiza a beach club is a concept of the society we all want to live in, without racism, war or homophobia—a utopia. It provides a safe space. Ibiza has been built on a love of music and parties. We’ve been dancing to a rhythm since humans were born. What happens to the island when dancing is ‘forbidden’?
Leading dance venues are driven to bring people together in close contact, the opposite of what we did in the pandemic. How has this affected the spirit of Ibiza? How has it influenced the business strategies of those pioneering party clubs on the White Isle?
As we get ready for summer 2022 in a new era of instability and unprecedented change, Buzz speaks to Mattia Ulivieri, managing director Blue Marlin Ibiza about what fun to expect, what has changed and the challenges ahead …
How has the pandemic affected Blue Marlin Ibiza’s tourism strategy?
We added creativity to the mix, more theatrical performances rather than DJ sets since ‘dancing’ was sadly forbidden.
How has COVID-19 changed what customers are looking for?
Clients are looking for day-to-night seafront entertainment and that has not changed.
In a world dominated by social media and the advent of the metaverse how does Blue Marlin Ibiza combine staying connected with customers whilst maintaining the authentic bohemian Ibiza vibe?
Blue Marlin Ibiza has never considered its audience anchored to a bohemian vibe therefore we are free to ride the waves of any digital revolution.
How has the profile of your target market changed over the years?
It has not changed as we attract a loyal, international, fashionable and forward-thinking crowd.
Are you reaching out more to Gen Z or Gen X or Gen Y?
We are in the wonderful position of attracting all generations including Baby Boomers. Our crowd is not defined by age, but by attitude, style and spirit.
What can we expect this summer in terms of events and DJs?
Every day we take the audience through a multi-dimensional journey into seafront entertainment with DJ sets combined with a modern Mediterranean restaurant and beach lounging, a daytime laidback atmosphere that gradually transforms into evening glamour.
What is the biggest challenge you currently face as a manager at Blue Marlin Ibiza?
Making sure the audience is confident to go back to care-free entertainment.
Is the trend still luxury tourism or is eco tourism a bigger priority?
We are definitely riding the wave of sustainability with a farm-to-table approach for our restaurant, prioritizing KM0 local produce and zero plastic policy.
Is the restaurant or the music more important to your bottom line?
Both, one complements the other as we offer a multi-element entertainment.
What makes you different after all these years?
Innovation, intuition, ingenuity.
Please describe Blue Marlin Ibiza in 3 words?
Forward-thinking, cosmopolitan, cutting-edge
