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40 Company Profile

Florencetown

Our philosophy Florencetown founded in 2006 by Luca Perfetto and Urbano Brini, college mates and passionate about tourism, with the mission to offer unique experiences in and , exclusive itineraries Our approach will always be based on innovative ideas and new ways to live Tuscany and the Italian focused on offering authentic culture, with a quality-centered perspective. products and delivering The Company today unforgettable experiences for our selected consumer target. Nowadays, Florencetown is a leading company in the incoming tourism market for Tuscany, providing scheduled and tailor made tours, special We’ll only recommend excursions and itineraries, with direct expansions and investments in transportation, food & beverage, accommodation, retail and information destinations we are really points. familiar with, and only those The corporate structure has also changed, since Dr. Patrizio Montevecchi, Luca’s tourism-passionate cousin, joined as a shareholder in 2013, taking services that will deliver our over the role of President in 2014. Urbano currently acts as Director of Marketing and Sales, while Luca as CEO. own standards. Florencetown produces its own tours, and this allows us to have a full A territory-based strategy, control on quality and overall organization of experiences. The company is highly specialized on the Florentine and Tuscan area and has quickly a well-trained team of expanded on the territory among the years. It currently operates from four locations among Florence city center and the Chianti countryside: a professionals, many relations head office, a Florence cooking school, a in Florence and Tuscany transportation department, a boutique winery and a cooking school in Chianti, and there are a few other projects under rapid development! and a lot of hard work will Florencetown employs more than 50 young professionals including guides, tour leaders, drivers, chefs and F&B crew, booking, marketing, make the difference for the administration each one with a deep focus for attention to details and on demanding clientele and will our guests’ daily care and satisfaction. help us to become Leaders for

Lucaquality and Urbano, tourism November in 2006Tuscany. Company Profile Head Office, Florence Downtown The main office is the headquarter and administrative base of Florencetown, as well as the perfect starting point for all regular tours provided by the company and a reliable reference for visitors in Florence. It’s the backstage where different “behind the scenes” departments collaborate to design all the “light and magic” that make a Florencetown experience a memorable moment in life. It’s also the operation center for our Booking Department and for experiences we run in the city, such as the and tours, the introductory Bike and Walking tours, the exciting Inferno Tour and the enjoyable and relaxing Boat Tour on the River.

Transportation and Chianti Department Our transportation department takes specific care of transfers and excursions in the Tuscan countryside, providing different vehicles for our Chianti experiences and an energetic group of highly trained tour leaders and drivers. Florencetown owns a complete fleet: 7 comfortable vans, 20 iconic Vespa scooters, 2 fascinating vintage Tuscany Tuk Tuks, 25 hybrid bicycles, 25 city bikes are all the different means of transportation we can provide to let travelers discover our land in different and dynamic ways. Thank to this department, our guests can be captured by the beauty of Tuscany by visiting vineyards and cellars, learning about art and wines while exploring the amazing Chianti Region by Bike, Vespa, Horse or the comfort of our vans.

Tourist Points of Florence Florencetown, together with a strategic local partner, Ciao Florence tour operator, has developed a system of 3 information points in the city center, taking over old news stands and turning them into easily accessible and strategically placed locations, from where tourists are able to get free information and book tours and services. Tourist Points also offer assistance, free city maps, give info about attractions and events, up to providing numbers of medical emergency or other information useful to the tourists’ stay. They help the tourist and support them with the presence of qualified, multilingual employees, available 7/7 in case of any need . The Florence Tourist Points Project should see 5 to 8 new openings in the next 2 years to cover the majority of popular tourist sites in the city center of Florence. Company Profile

INE A W CA & D D E O M O Y F

FL ORENCE

Food and Wine Academy: The Cooking Schools, the Restaurant and the Boutique Winery

Our cooking department, which began center of Florence, where our guests with cooking classes, has now become learn how to prepare traditional Italian a company spin-off named Food & meals with our chefs, including basics Wine Academy of Florence which of Italian cuisine or pizza and gelato provides cooking classes, in addition to classes. typical meals and tastings in Florence It also manages a restaurant & bou- and the Tuscan countryside, under the tique winery located in the cellars of expert guidance of a team of profes- a historical Tuscan Villa in the Chianti sional chefs. Area. Here typical Tuscan meals for our This spin-off company was also made guests are prepared and are accompa- possible by the partnership with nied by visits of the cellars as well as Filippo Gargani, founder of ’s wine and olive oil tastings. Also at the Finest agency, and Andrea Melani, Villa, the Food & Wine Academy runs a owner of the Borgo Antico restaurant second cooking school in a fascinating in Florence. kitchen, where private and small group The Food & Wine Academy runs a cooking lessons take place. renowned cooking school in the city Company Profile

Florencetown Regular Tours

Florencetown’s constant attention to quality and authenticity can be seen through our regularly run shared tours. Different from other companies’ tours for their distinct originality and top quality standards, these tours always maintain small groups of guests and are run only in English to preserve the quality we strive for, and that can be constantly monitored since we self-produce these experiences. We guarantee daily departures even if there is only one participant for a tour and all experiences are skillfully overseen by the Booking Office, which is open every day of the year and also works as the meeting point for all these tours. We provide a full range of products with a focus on special interest tours like vespa and bike tours, visits to exclusive art collections and usually-unaccessible sights, cooking classes, wine experiences and even introductory city tours. Company Profile

Florencetown Fit and Special Events Department

Our high specialization on the territory also gives us the opportunity to create any private event and special activity in Florence and Tuscany. In this way, the FIT department “FLORENCETOWN PLUS” has successfully become a point of reference for many agents worldwide when it turns to provide beyond-expectation-services in Tuscany. Florencetown Plus provides a wide variety of high-end, customizable services, including private excursions to discover art and history, openings of famous museums and un-accessible locations, fine wine and food programs including private cooking classes, chef demonstrations and packages, catering for special occasions, as well as sky, land and sea transportations and logistic, take-over of exclusive properties, villa rentals, complete event planning and, most importantly, 24/7 concierge service. Company Profile

Proud of Our Staff Company Profile

carlotta santi I am the woman of numbers. Benedetta In charge of the accounting borri department. But I have a liberal Highly passionate about tourism, I arts education and have a challenges and I am extremely natural gift in seeing directly curious.I’ve always loved applying into the human heart, so often my business & management skills that my office turns into a to my interests, and that is what confessional. I have watched I do at Florencetown. Working Florencetown grow from a small here means dealing with two of my company into what it is now. I three greatest passions: travelling am happy to make ends meet and people. Everyday I make sure Mario in my job, but what I want more Edoardo that the high quality standards zerillo than anything, is that we do not giacometti are respected, in order to grant Traveling is my reason for forget about our roots: making (IR)Rational. Attracted by numbers our guests the most unforgettable living. When I was a child, travelers and internal guests and in love with art. Studied experiences. PS. If you are the best gift I received was a happy must be always our belief mechanical engineering but wondering...my third passion is globe. On the beaches of my and we should not only look at thought to be Alberto Giacometti’s descendant or a design wizard. basketball :-) island I was fascinated by the figures, but also at the quality of Quite wrong. Went back to different accents. While working life of people working. numbers. Lived in the USA. Came at Florencetown, I have the back to find the perfect blend for opportunity to recommend my bipolarity in Florencetown: corners of Tuscany that will as Operations Manager I’ve excite travelers, because first dealt with logistics and human of all...they have excited me. resources. As Marketing Manager, I do not trust the tour guides I now deal with both numbers or even the words of another. and creativity. If I can wear a blue I must experience what I watch, it’s because “he’s strange, suggest. I am lucky. I was born he’s into marketing”. on an island full of charm and I live in Tuscany, a region full of splendor.

Amedeo Gisone In love with my job, I manage Maurizio our Restaurant and Boutique Danti Winery in Chianti, taking care of I am Maurizio, in charge of the food and service quality. Transportation department. I love my work and I love to I enjoy talking with our guests make sure all the Florencetown and making sure they are always Shuttles are in time every day. satisfied. I am like a father for most guys My great passions are good in the company. They share , wine and food...but only Ilaria everything with me. Week ends? Alain Most of them working and some Liggia if I have the opportunity to di rigo other i cultivate my passion: share them with my friends and Hello, I am Ilaria, Booking Office Antiques. Hello everybody , my Name family! Manager. I met Florencetown for the is Alain. I’m Florencetown’s first time as an intern while studying EXECUTIVE chef. foreign languages at University. I My Life is all about cooking, joined the company after my degree. travelling and playing basket ball. I take care of the booking office and I’m always searching for the best the city guides depts. I love my job spices and beautiful places to for its dynamism: every day there visit. is something new to deal with. My Job here is to take care of Sometimes it’s like putting the pieces you all, being sure to teach you of a puzzle together. I love travelling fundamentals of Italian cooking and all of its aspects: art, history, and having fun all together. nature, food, close to home or far Come and enjoy Italian cooking away. I will never forget my night classes. bushwalking in Australia!

46 Company Profile Florence for Toddlers Florence for kids is enchanting. One may chose And how? By beating the gold leaf and minting the from many ways on how to enjoy the city: golden Florin! From above, , arriving aboard From a gelato shop , playing the game of the ten of a tuk tuk , a type of a rickshaw, passing by and spoons , such pleasure for the palate. Besides just having fun guessing the monuments , its piazzas, tasting , the gelato maker will also reveal the secret the bridges and its towers; that lays behind the magic of gelato! From a piazza riding a horse or on a horse-carriage, on the historic carrousel of Piazza della Repubblica, From a tower, one may admire a spectacular to start the day with a jolt of happiness! panoramic view of the city centre. Which tower is from an craftsman workshop, where one may create more exciting to climb, Giotto’s Bell Tower of the with its own hands its own souvenir of the town. Town Hall’s Tower?

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From a kitchen, with a hands-on-experience creating the most flavorful pizza in the world; from the soccer stadium, where one can imitate their dream idols of this National sport; from sitting on a bike , one may scurry down the streets reaching the piazzas and the bridges of the historic centre; from the rooms of the Antique Florentine Davanzati House, where one can going back in time and reviving how Renaissance kids used to live; from the meadows of the , among statues and fountains in the open air museum; from a farmhouse, just a stone’s throw from the city , in contact with its nature, its wildlife surrounded by olive trees, bridges and fairytale-like castles; from the rooms of Leonardo’s museum, a place to discover the creations of kids most beloved genius; from the Stibbert museum, which surprises kids with its range of warriors on horsebacks, in a battleground come alive; From on top of a carriage pulled by horses, going back in time when no cars existed in Florence! Company Profile Villas and Apartments

Luxury villa or home rentals are becoming an increasingly mostly picture-postcard perfect, with panoramic views across popular alternative to luxury hotel vacations. Here are some the Chianti area. luxury travel tips. On the coast lies the prestigious Versilia, home to style and We offer a wide selection of villas in which you canenjoy glamour. Celebrities have been lured to its beaches since your privacy, as if at home, while still guaranteeing top quality Shelley and Byron, the first to don bathing suits and dip their services. toes in Tuscan waters. Locals move by bike around and about The most distinctive feature of the company is that itis down the coast which is tempered by generous doses of specifically dedicated to providing rental property with all the culture, history and hospitality. facilities and services you can find in a hotel while preserving Our portfolio of luxury villas includes both contemporary the absolute intimacy of your private villa or apartment. designer pads, the sort of contemporary gleam you see in From the rolling hills of Chianti and the vineyards of Val d’Orcia design magazines - and traditional and authentic properties. to the glitz and glamour of Forte dei Marmi, we offer villas in All of our luxury villas are inspected on a regular basis by our Tuscany which are perfectly placed for creating the ultimate local authority, prior to and during the holiday season, to ensure holiday experience. you enjoy the best villa holiday experience possible. Our luxury villas include large family villas with pools in the Every villa has been hand-picked for its individuality. Our goal countryside and smaller ones in charming villages of the region is to help you plan a holiday that you will carry in your heart encircled by fields of olive groves, sunflowers and cypresses, forever - and that starts by finding you the perfect property. Company Profile

IN VILLA SERVICES In person or by telephone, we will assist you either prior to your arrival at the villa or during your stay. Please allow us to send you all tour activities and tours we offer. Pre-arrival grocery provisioning We can provide you with our standard grocery pack which we deliver to your villa’s pantry or alternatively you can send us your own grocery list, including drinks and selected wines, which we will delivery to your villa before your arrival. Professional chef and sommelier Either you wish to celebrate a special occasion or simply enjoy lovely meals without worrying about shopping, cooking and cleaning up, we will arrange a professional chef and sommelier to orchestrate a delicious Lunch/dinner at your villa. Transportation and tours We can arrange all transports you may need during your stay at the villa. We can help you to hire a car for those wishing to enjoy self-driving or arrange professional driver services. Minivans are available for larger groups wishing to travel in comfort. To admire breathtaking landscapes, we can help you organize private vespa and bike tours around the whole Tuscan region. Dog-sitting Service guaranteed with the most reliable, trustworthy personnel for your pets. Babysitting We only work with English speaking babysitters of great experience, fully trained to work with children and babies of all ages. Italian class and other activities If you wish to explore and enjoy the Italian language, indulge yourself in private les- sons with your Italian teacher! Or learn how to prepare delicious meals prepared with seasonal products during a cooking class. Company Profile

INCENTIVE YOUR FIVE SENSES - A gala night may take place in various Special locations. What we offer you, besides an exquisite menu, is a location full of magic: noble Tuscan palazzos will open Events their doors to “passionates” of elegance and sophistication once-upon-a-time.

Forget the crowded museums and imagine the doors opening after closing hours, explicitly for you. A guide’s expertise will lead you through galleries enchanted with exclusivity. Reincarnate the Dolce Vita. Thanks to locations that still exist in Florence, you can breathe the breeze of lightness of that time period. Admire the green grassy river terrace of the Rowers Club, while laying back in a hand chair along the Arno riverbank.

Tuscany has shown the whole world the 5 senses and now it is time to rediscover them:

• Sight: numerous panoramic views lay at your feet from the Chianti hilltops. Not to mention, art in front of your eyes be- hind closed doors, in museums reserved. Or your eyes gazing at the rolling hills while riding your bike together in a small group; • Touch: discover the clay forms in a terracotta lab- oratory, in the midst of the Chianti countryside. Hold in your hands delicate pieces of art by maestro goldsmiths or learn to maneuver a paintbrush during a fresco course; • Sound: theatre of silence will lift you up with the music of Bo- celli, and lighten your heart in a timeless atmosphere; • Taste: family-run restaurants will open their doors to food lov- ers where families cherish life cooking in barns. Don’t forget that wine is first sensed by the nose; expert sommeliers will tell you stories and secrets of wines famous worldwide;

• Smell: besides breathing in unique fragrances in small perfume factories, a talented Florentine “nose doctor” will surprise you by creating together your own personal perfume, the fra- grance that you could never find in your local perfume shop.

There are so many emotions the “Tuscan” experience can gift to you. And we are for sure the pioneers of forgotten spots, less known or to be yet discovered. Company Profile

Florencetown highly specializes in creating exclusive events, ceremonies , gala dinners, recreational activities and team building in Florence and Tuscany.

For years now, we have been busy creating extraordinary events for doors for exclusive night visits; cocktail parties organized for more companies as for individuals thanks to our knowhow in the region than two-hundred-and-eighty invites, private dinners with Michelin of Tuscany, and thanks to our creative and dynamic team we are star chefs and great opera singers as for international pop star able to accomplish great success. A numerous amount of House performances. incentives, hotels as for professionals in the sector chose us for our We organized special wine tours opening their exclusive wineries, expertise as for our dedication. which are closed to the public. While for our classic visits to We organized dinners and unique events in exclusive locations as traditional wineries we always had the owner greet especially our historic villas, private gardens and terraces with the most incredible guests, or we had the wine maker himself lead our guests through views. their visit, and at the end have their wine bottles autographed just Not once did we have the main Florentine museums open their for our guests.

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We had bike tours for small and larger groups , usually divided up a bike ride. according to their biking skills including several stops for tastings as For even more energetic companies we divided the group into smaller for informative commentaries. groups whom through the day they visited the city, enjoyed a cooking Thanks to our specialization in regular tours as for our Bike and Vespa class in a historic Florentine restaurant, had a ceramics making class, tours we are now able to organize activities for smaller and bigger and met up for lunch to then switch activities in the afternoon. groups with departures from any spot of Tuscany. We also have access Some companies requested a sail boat race on the Tuscan sea, we to Vintage Cars, Sports cars and Ferraris. We managed to deal with a even organized private events on a historic sailboat with refreshments group of 24 brand-new Ferraris; An extraordinary tour in the Chianti and a Dj set. In many occasions we had pic-nics set up outdoors in which was topped off with a superb lunch in a Medieval castle location. front of castles and in medieval boroughs. We have organized Medieval and Renaissance treasure hunts We assisted events of historic cars, special services such as Cigar as for Italian cultural hunts, where corporate employees were Bar, Crupiers Casino style, medieval artists, jugglers, flag throwers, scattered around the city of Florence and divided up into musicians ranging from classic music to camera orchestra, Florentine different groups , in search for the next hint having fun questioning folklore, Italian, pop and gospel music. a historic figure, entering a café to learn quickly how to make an A meticulous selection of suppliers such as florists, caterers for small espresso, substituting a pizzaiolo sticking a pizza into the overor and large groups, audio sound and video technicians and delivery stopping people on the streets to translate into Italian phrases service make our organization efficient, creative and impeccable. that made up a mosaic of words to move on to the next step. Florencetown had great success in organizing events for Jaguar, We managed to please a group of 40 young corporate workers with an BnP Parisbas, Damiani, Hermes , Le Figaro, Findus, Meiolanum, Axa, outdoor Fresco lesson, including colors, pallets and subjects to depict Toyota, Bombay Sapphire… just to mention a few. And even more with … we were able to animate groups with our bike tours in the city our individual clients demanding the most incredible requests, worthy centre where we combined together exploring the city and enjoying of the greatness of Florence.

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Travel Industry about Florencetown

Jason Miller Roberta Caucino Caroline Courteau David E. Lowy Founder and CEO - The Accom- Director of Sales - Castiglion del Director of Sales Lungarno CTC, President - Renshaw Travel plished Traveler, New York Bosco, Tuscany Collections Ltd.

We look forward to entrusting our Florencetown, a great group of It has been a pleasure working Nobody knows Florence and clients and friends into the hands of “Tuscan ragazzacci”! They are with Urbano and his team at Tuscany better than our partners our Florencetown partners. Ambassadors of Tuscan culture and FlorenceTown. They are a valuable at Florencetown. They open When working with Florencetown, heritage, always very professional, partner and know the hidden closed doors and make magic it’s just like working with our Italian passionate and true to their Tuscan secrets of our city. They are able happen which thrills our clients. office! origins…and with them you will to open doors to some of the most Florencetown is extremely Whether it’s the personal touch discover this magic region of Italy. private places of the city. important to our business. of a specifically chosen guide or amenity, or something as grand as a dinner under the statue of David, the Florencetown team delivers every time.

Fabio Datteroni Jack S. Ezon Francesca Pretin Simone Giorgi General Manager - Castello del President - Ovation Vacations Senior Sales Manager Savoy Hotel General Manager - VILLA CORA, Nero, Tuscany Firenze Firenze

I met Urbano and Luca at the very Our friends at Florencetown are How better way to see and discover “The best way sell a city/destination beginning of their enthusiastic incredible partners of ours and the the beauties of Florence but from a is by having someone passionate Florencetown project and now, few go-to resource for anything Tuscany “local eye” ? that is exactly what I look about their job and that has fun years later, I am very pleased to see related. Not only are they prompt and for when I travel on vacation…to see doing it.. ..and Florencetown does it how well this has been developed professional, but they are extremely and live the city the way the local do! perfectly” with their entrepreneurial spirit, creative and more-so, probably the That’s the real essence of the team of passion, vision, attention to details, most connected team on the ground Florencetown, they get you and your never stopping in delivering high there is in Florence. Whether it is clients discover the way we “live” and service & quality, reliability (you can inside access to the Vasarian Corridor the way we enjoy this magnificient count on them to make you shining on a moment’s notice or visits to city which goes a way beyond the big in your clients eyes), all of this private gardens, unique venues or famous sights and museums such as keeping spreading worldwide their interactive, fun activities for a multi- the Old Bridge, the Accademia or the Tuscan Smile and same enthusiasm generational family, Florencetown Vasarian Corridor, by offering a real can make it happen with great flair, inside local experience! So go for it and always making us look like heroes to be sure that you will come back being our clients. a bit “Fiorentino” Company Profile

Shelby Donley Aaron Kaupp Stacy Small Arlene C. Owner - Camelback Odyssey General Manager - Villa San President Elite Travel Travel Michele, Firenze International Thompson-Brantley CTA - Vice President at Rudi Steele Travel, Inc. “Urbano and team are wonderful “Urbano and his team at Florencetown Whenever we have clients heading “I encourage those who visit partners of Camelback Odyssey provide that essential, yet hidden to Tuscany, my first call is to Florence and tour Tuscany to engage Travel. With consistently positive Florence experience that no one else Florencetown as no one knows Florencetown to gain access to unique feedback from our clients we feel can find or create, a absolute delight more about this region of Italy than venues, enrich their experiences very confident partnering with to collaborate with them “ founder Urbano Brini. Whether it’s with an insightful and knowlegable Florencetown when creating unique sourcing a private venue otherwise guide and share the passion that and memorable experiences for our unavailable for public access for a the Florencetown staff has for Italy. clients traveling through Florence client looking to host a blow-out Florencetown provides professional and Tuscany.” birthday party or to offer insights on service with the philosophy to provide local properties we are unfamiliar their guests with a cultural education with or setting up authentic cooking combined with fun, off-the-beaten- classes and experiences, I know I can trail ideas, once in a lifetime memories always count on Florencetown to and a true engagement in the execute in a way that makes us look moment!” like a hero to our clients.

Bell O. de Souza Kate Corey Mickey Weill Giampaolo Ugolini Founder Nomadic Souls Vice President Sales Development Director of Sales St. Regis, Vice President & C.O.O. - Mansour - Protravel International LLC Excelsior - Firenze Travel Company “Florencetown is our go-to for all “I love the young, dynamic energy Cooperating with Florencetown “Luca Perfetto and Urbano Brini things Tuscany and beyond. We’ve that Urbano and his team have has been and is stimulating, funny, have assembled a unique and formed an invaluable partnership created at Florencetown! They pleasant, smooth, and not only! unbeatable team at Florencetown and trust their team with our have exceeded expectations over The entire staff is very professional, who have created some clients - no matter the size or scope and over again with their expert and flexible. So able to capture the extraordinary, bespoke experiences of the request. We look forward knowledge of Italy, and I am “changing needs of the modern for our clients in Tuscany. We know to many years of continued Italy confident that Florencetown will traveler”. The perfect partner for that our best clients are in good collaboration to come!” continue to deliver unique and The St.Regis Florence Hotel and and capable hands with them.” memorable experiences for our The Westin Excelsior Florence valued Protravel clients!” Company Profile Tools Our offices are open all year-round, everyday from 7.30 am to 8.30 pm from March to October and from 9.00am to 6.00 pm from November to February.

Our headquarters are located in the major International fairs, we are very heart of Florence, between the present every year at the most Duomo and the Signoria Square. Our important Tourist exhibitions. We Booking Staff is at your complete often visit the States to participate disposal for any info or enquiries. at the workshops and meetings During these years Florencetown in sector. Contact us for an further excelled in its Customer Care, appointment. developing programs specifically directed for staff improvement . Florencetown is going Social. Contact FLORENCETOWN SRL Tour Operator Delivery of service is anticipated and us on Facebook and Twitter for the Via de’ Lamberti, 1 - 50123 with the use of diverse techniques latest news , to follow us backstage Firenze (FI) ITALY P.IVA 01811660503 our clients’ satisfaction levels are and to see our hundreds of clients constantly monitored , from the enjoying their experiences in Tuscany www.florencetown.com moment we greet them to the . facebook.com/Florencetown moment of their good-bye. All our private tours in Florence Sign up on the Florencetown mailing Tel. (+39) 055 28.11.03 Fax. (+39) 055 53.70.730 have included as amenity a gift upon list for more news, ideas of the city arrival for our guests and delivered and all that revolves around our General Enquire: directly to their hotel rooms. company. [email protected] Delicious Tuscan specialties as a Regular Tours Booking Office: warm welcoming gift together with a You can book directly through our [email protected] letter reconfirming our services. website or contact us by email for Private Tours Booking Office: Florencetown’s Website is the a customized itinerary or for any [email protected] platform where you can find out special requests. Our team is at your Sales and Marketing: more about all our tours and where full disposal. [email protected] you can also book an activity. A login Accounting Department: and password will be issued for direct [email protected] access to the reserved areas. Meet Florencetown team at the Company Profile