Whatever aspect of the tourism sector your business is involved in, you need to keep your finger on the pulse. Formerly beloved concepts and products go out of style, to be replaced by more modern elements that end up capturing more of the market. New destinations, new technologies and means of transport have caused major shifts in the industry. Early adoption of new trends such as VR, AI, solo travel offering is vital.
So what does that mean for our favourite European destination? The island of Ibiza is an island of one thousand contrasts. It is cosmopolitan and multicultural, yet firmly grounded in its rural roots. It is bustling yet relaxing; world famous and at the same time unknown. It is arguably the most exceptional corner of the Mediterranean, visited by many for the allure of its vibrant nightlife.
Ask anyone where the best place for dance music was back in the 90s, and you can be sure to hear mention of the Spanish island of Ibiza. Located in the Mediterranean Sea, this small part of the world has been attracting party goers since the 70s when a handful of music lovers decided to experiment with dance and techno music in makeshift nightclubs. Ibiza offered an open-mindedness and laid-back atmosphere that couldn’t be found elsewhere.
One of the first nightclubs to open was Pacha which is now a world-famous brand. Pacha is an institution of the Ibiza clubbing scene and remains true to the island’s original party spirit. Fast forward to 2020 and the ‘White Isle’ is still considered the most unique party haven in the world. Ibiza packs heart, soul, magic and madness into every corner of the island.
Buzz speaks to Pacha CEO Nick McCabe about how to stay fresh and relevant in a rapidly changing tourism sector.
In our demanding fast paced world where attention spans are short and ‘new’ is the ultimate desire, how to you keep Pacha fresh and relevant?
Our society is certainly demanding but we feel that the world has turned in our direction with a focus on experiences over possessions, and incredible experiences are what we do best. We’re constantly refreshing our content in Pacha, Lio and Destino in order to stay relevant and offer our guests a compelling line-up every night of the season.
What or who drives innovation at Pacha?
Innovation comes from all corners of the company. Ricardo Urgell was constantly evolving the venues and content, and that spirit of reinvention is one of the major pieces of his legacy that continues to exist today. We have very creative people across the entire company as well as the luxury of working with some amazing music and event partners on weekly residencies.
How is your customer base changing as Ibiza becomes an increasingly ‘jet set’ destination?
Pacha has always been seen as a melting pot with no boundaries in terms of wealth, sexuality, gender, taste or style. Even from the pre dance music era the magic of Pacha was seeing celebrities and billionaires sharing the dance floor with Ibiza’s hippy crowd and ‘in-the-know’ tourists with a shared desire for the Ibiza experience that Pacha epitomises.
Are any of the ‘hippy’ values upon which Ibiza was built still shared with Pacha?
Yes absolutely; creativity, authenticity, sustainability and inclusivity are core values of our company as much now as they always have been.
How do new technologies affect the customer experience and your marketing strategy?
We continue to focus on the best possible way to share our experiences with our guests, however we have always felt that the only true way to experience Pacha and Ibiza is to be here with us in person, so we’re cautious about how technology is utilized. Technology for us should be used to enhance the process of attending our venues and communicating our values without trying to reproduce our experiences virtually.
How important are legendary DJs to your success?
Music is obviously central in everything we do, and as the musical curators of our venues DJ’s are a core part of our business. That said, we don’t limit ourselves musically and where the opportunity exists to feature live performances and different genres of music that are still true to our values, we will do that, as we did with J Balvin last year at Pacha.
What is your biggest challenge to the business?
Never settling for status quo
Where do you see Pacha and Ibizan tourism 10 years from now?
There is no better place on earth than Ibiza for a transformative experience, and that will be true 10 years from now and 100 years from now.
Pacha has been at the heart of the island for 50 years and will continue to be for as long as tourists seek that
