Firenze Rocks Comes to the Heart of the City: Experience It Through Florence’s Historic Shops!

Firenze Rocks is more than just music. It’s energy, emotion, and discovery. It’s a bridge between different worlds that meet in the heart of a unique city.

This year too, while international stars light up the stage at the Visarno Arena, Florence’s historic shops will open their doors to festivalgoers with a special route designed for those who want to experience the city in an authentic and original way.

From the historic center to the city’s hidden corners, a network of traditional businesses will welcome festival participants with exclusive discounts and a warm hospitality steeped in history, tradition, and artisanal passion. Whether you want to taste a schiacciata made the same way it was a hundred years ago, buy unique handmade items, or discover soaps, perfumes, or jewelry that tell centuries-old stories, the historic shops are waiting for you.

How can you recognize them? Just look for the sticker that says “Botteghe storiche per Firenze Rocks” – it’s your pass to a world where culture, taste, and tradition come together. And if you show your concert ticket, you’ll get access to exclusive promotions.

This initiative is the result of a collaboration between Firenze Rocks, the Association of Traditional and Historic Florentine Shops, PromoFirenze, and the Florence Chamber of Commerce, with the goal of promoting local excellence and creating connections between music, tourism, and business.

Firenze Rocks: A Resource for the Local Economy

The Chamber of Commerce and PromoFirenze present at the music festival, which over the years has proven to generate significant value for businesses across the metropolitan area.
Manetti: “An event that drives quality tourism.”
Bettarini: “Florence is a welcoming city, even for young people.”
Vicini: “The partnership between the Municipality and the Chamber highlights how the city system supports and interacts with these events.”
Cursano (PromoFirenze): “Music, as a universal language, once again chooses a city that puts people at the center.”

Florence, May 21, 2025 – Music as an extraordinary economic driver for the Florence area. Eight years after the first edition of Firenze Rocks, the music festival that brings around 200,000 attendees to the city each year (150,000 of whom come from outside the region), the 2025 edition was presented today at the Florence Chamber of Commerce. It will take place at the Visarno Arena on June 12, 13, and 15, featuring a top-tier lineup including Guns N’ Roses, Korn, and Green Day, among others.

Joining the festival organizers, Alessandro Bellucci (Le Nozze di Figaro) and Luigi Grasso (LiveNation Italia, the event’s producer), were Massimo Manetti, President of the Chamber of Commerce, city councilors for culture and economic development Giovanni Bettarini and Jacopo Vicini, and Aldo Cursano, President of PromoFirenze.

PromoFirenze – the Chamber’s special agency – will represent the city’s tourism and cultural hospitality system at the festival with a dedicated video installation, along with the initiative “Historic Shops for Firenze Rocks,” offering discounts through the Historic Shops network.
“The Chamber has supported Firenze Rocks since its first edition in 2017. It’s an event capable of generating an impressive spending flow in the city – over 33 million euros – as confirmed by a study carried out two years ago by PromoFirenze in collaboration with the Center for Tourism Studies, based on interviews with concertgoers,” said Massimo Manetti, President of the Chamber of Commerce. “It’s a collaboration we’re proud to continue and strengthen this year, given the major impact it has on the local business ecosystem.”

Bettarini: “We’re thrilled to host an event like Firenze Rocks. It’s great to rely on such high-profile events that draw in so many young people, especially in an area like the Visarno, which proves to be the most suitable for music,” said Giovanni Bettarini, Florence’s Councilor for Culture.

Jacopo Vicini, Councilor for Productive Activities of the City of Florence: “We are happy to continue our partnership with the Chamber of Commerce in supporting events like Firenze Rocks, which show how well the city engages with them. One example is the initiative developed in collaboration with the Association of Historic Florentine Shops, which allows concertgoers to access special discounts in participating shops marked with a Firenze Rocks sticker.”

“A special thanks goes to the Chamber of Commerce and PromoFirenze, who believed in and supported this festival from the very beginning. And also to the City of Florence—because you can’t lay claim to a city’s name without a strong public-private partnership. It’s this collaboration that makes it possible to manage complex events like this one, which involves over 2,000 workers,” said Alessandro Bellucci of LNDF, the Florence-based company collaborating with Live Nation Italia to organize the festival.

“The Gucci fashion show in Santo Spirito, Iginio Massari’s Renaissance of Taste, and now Firenze Rocks through the universal language of music—all are events that help de-seasonalize tourism, attracting visitors during times when they can better appreciate Florence’s beauty,” said Aldo Cursano, President of PromoFirenze. “These initiatives reaffirm the importance of a tourist experience that puts the individual at the center.”