Culture Salon

Interview with Cultural Salon of Florence Founder Jane Guarducci

Two years on, the Cultural Salon Florence (CSF) is proving to serve a very real need for both the Italian and the International residents of the city.  Founded by Jane Guarducci, with the intention of creating a type of adult community that could meet socially once a week and have a common thread of a cultural exchange to bond them, it now boasts an enthusiastic core of members, patrons and enthusiasts.  Its newly formed rapport with the British Institute and a growing number of sponsors and venues who are clamouring to have collaborations with the salon all give extremely positive indications that the Cultural Salon is serving a real community need in Florence.

Originally from Canada, Jane has been resident in Italy for 30 years and a majority of that time has been spent in Florence.  Bringing her dynamism, wit, intelligence and North American can-do attitude to much of her work in real estate and marketing during her professional life, she now gives that same zest to her beloved Cultural Salon.

At a beautiful lunch in the Tuscan countryside, Lady Ripple was happy to hear what this Lady Rippler had to say.

Lady Ripple:  From its inception until now, how is the Cultural Salon being received by the community?

Jane:  It caught on in a way that I never anticipated initially.  We are in a state of constant organic evolution. I didn’t know for sure at its inception what was the true need people wanted.  For people aged forty and above, there was a definite need for an adult social life with a cultural element attached. I asked myself where are you going to go to meet and connect with like-minded people?  

What is surprising was that people are so enthusiastic about the existence of a cultural salon.  We have grown in more directions than I would have ever anticipated. We’ve been overwhelmed by the success of the concept, and by how much people do want this adult social life with a cultural element.  We are serving a need.

One of the organic suprises for us has been in the sponsorship of those who want to support us.  Our membership consists of an interesting group of people who are cultured and add a lot to the value of Florence, and sponsors want to be connected to that aspect. We are promoting our community and becoming an important part of that and sponsors want to support that

Lady Ripple:  Since its inception, how is CSF developing?

Jane:  For me, the idea of combining an adult social life within a cultural element was always in the back of my mind in my professional life as a property agent because I always wanted to help my international clients find opportunities to integrate within their new community.  Certainly, creating the CSF has been an important community for them to find their tribe and grow.

As the CSF evolves, it has many different levels and different audiences.  The morning activities such as a morning gallery visit with an artist, a language lesson or a wellness class serve the international people who don’t have set work hours, who may have school aged children or are keen to learn.  In the evening we host the weekly cocktail get together where we might do themed fashion shows, have a musical event or introduce a local artisan or designer -- these are events where many Italians like to participate. We are doing more to maintain events that we host bi-lingually in Italian and English, like at the event we hosted for the renowned artist in Florence known as Clet which served both communities and even some French got thrown into the linguistic mix on that occasion.

Lady Ripple:  Can you describe who your members are?

Jane:  The growth of CSF has been organic and has become a much larger mixture of people other than the base local international community.  What has been surprising is that today, 30% to 40% of our members are Italian. As we have grown, it has been wonderful to see that the Italians are enthusiastic to participate, to meet new people and attend events we have on offer.

It is a safe place to go for people on their own.  A lot of our members have partners that travel internationally and are alone on some occasions or who are single.  We are always keen to welcome new people to our social events especially when they are on their own. I am inclusive and not exclusive. The only thing that is exclusive is the high quality of the interesting and cultured people who are our members and offer much to the community.

When you become a member, there is a legal statute written in our bylaws that by becoming a member you agree to “uplift people”.  We are there to uplift and empower and expect our members to attend with the same spirit.

Lady Ripple:  What has CSF taught you as it evolves?

Jane:  One of the things that I feel incredibly fortunate today is that after living here for 30 years, I am a hybrid.  I was living in exclusively Italian environment and am very much integrated. To be able to share cultural integration with other people is important, because it is not always that easy for outsiders to connect with the culture.

A big part of who CFS is pertains to discovering all kinds of wonderful organisations and events that somehow don’t get properly publicized here in Florence.  It is wonderful to be able to assist people in finding organisations like the fabulous work of Friends of the Uffizi or the Friends of Florence, or to offer new places or experiences that people would not necessarily find on their own.  We want to help people to connect. People want to integrate.

Learning is a very natural glue that bonds and brings people together.  I wouldn’t know how to go to a cocktail party alone and meet people instantly.  It is too hard. That is where the cultural experience comes in. When you do a wine-tasting together, or listen to a lecture together, a very natural conversation ensues without a contrived feel.

One of the things that is a pleasure for CFS and what our members are looking for, is to learn about an authentic product from the rich tradition of artisans and their story and it is nice to be able to highlight people who are maintaining a tradition despite the fact that it is a challenge for them to survive in today’s world.

Since staring the CSF, I have learned so many new things and gotten knowledge about subjects I may have never pursued in a community setting.  This is also true for our members.

Lady Ripple:  Where is CSF going next?

Jane:  The salon is in constant flux of evolution with each new experience on offer.  This is the beauty of it. With our members in mind, we grow based upon the type of people who contact us and organisations who want to support us.  We are testing new markets and see if they work. If its results will offer a new and interesting experience within our community, then we are willing try new things.  

Because of our cultural element, we will continue to host a lot of events surrounding artists, museums and galleries.  We always love it when an author comes to town and wants to talk about their book because there is always an audience for this.  Our members love this. This year, Cultural Salon is “on the road” as we are collaborating with some of the fabulous gallery openings and events in the wonderful town of Pietrasanta.  

We are enthusiastic about our role as being the “trailer” to other people’s “films”, giving our members a taste of cultural things that might interest them.  For instance, we give introductions to some of the fabulous art historians in Florence with a pre-cocktail style ‘Tedtalk’, and should our members want to go deeper into the subject they can go on a fieldtrip or take a class with the historian.  During some of our evenings at the British Institute, we offer such talks to show the road to members who may want to sign up for more intensive programmes.  

Times are changing.  People are overwhelmed by how busy they are in general and don’t have a lot of time to burn.  Instead of people going to a three-hour opera, we will offer them a short taster performance of its highlights – hosting an evening that is light and social to test the waters before members decide if they want to attend the full performance at a later date.  

People schedules are full, but they are still longing for connection and community.  That is what the Cultural Salon is all about. To create a feeling of connection and community is where it’s at.  Helping people find their tribe, expand their tribe and expand themselves.