MICE: EVENTS ENTER A NEW ERA AT THE COUVENT DES MINIMES (France)
After an ambitious renovation, the Couvent des Minimes positions itself as a must-visit destination for businesses, blending exceptional hospitality with modern facilities in a unique setting. |
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MICE: EVENTS ENTER A NEW ERA AT THE COUVENT DES MINIMES (France)
After an ambitious renovation, the Couvent des Minimes positions itself as a must-visit destination for businesses, blending exceptional hospitality with modern facilities in a unique setting. |
Category: Europe - France - Industry economy
vRenovation / Addition
Article written by Vanessa Guerrier-Buisine on 2024-12-23
 Fabien and Valérie Piacentino, the couple behind Le Couvent des Minimes
Photo credit © Le Couvent des Minimes Hôtel & Spa Facilities designed to meet corporate needs
Beyond its idyllic surroundings, the historic convent has been reimagined to host corporate seminars and events with excellence. The centerpiece of this transformation is the Melchior de Forbin event space, a showcase inaugurated in 2023, which offers organizers a high degree of modularity and enables both indoor and outdoor events, and described by Fabien Piacentino, general manager of the Relais & Châteaux, as a “true Swiss army knife.” Speaking to Journal des Palaces, he explained, “This versatile space allows us to meet the growing demand for a wide variety of events: seminars, board meetings, product launches… for the professional market, as well as gala dinners, weddings, and cocktails… for the leisure market. Thanks to the integrated technical equipment in the room and the adjoining kitchen dedicated to this space, we can deliver tailor-made services.” Up to 150 people can thus gather in a modular meeting space and benefit from first-rate technological equipment, such as BOSE premium loudspeakers.
The accommodations have also been adapted to better suit group needs. “We enlarged all the rooms, with around 90% of them now able to be configured as twin rooms. This allows us to cater to a growing number of requests,” Piacentino added.
Striking a balance between MICE and leisure
Far from being a mere extension of its leisure offerings, the development of the MICE segment is part of a broader strategy to balance occupancy throughout the year. “Although MICE is important, it is not the primary focus of the Couvent des Minimes,” noted Piacentino. “This segment complements the individual market, especially during peak seasons. Our goal is to grow MICE activity during quieter periods, like winter. This is the challenge we’ve embraced at the Couvent des Minimes, which remains open 11 months out of the year!”
This approach not only ensures sustainable operations but also highlights a more intimate side of Provence, far from the bustling summer months. The tranquil setting provides an ideal backdrop for professional events where authenticity and serenity are key.
A people-centric approach to event organization
To meet the high expectations of event organizers, the Couvent des Minimes has assembled a dedicated team. Led by an event manager and supported by two seminar and banquet coordinators, the team guides clients from planning to execution.
“Every client is different and has very specific expectations. Our biggest challenge is understanding these needs and translating them into the services they choose. (…) Whether during the planning phase or on-site, we prioritize warm and caring interactions while supporting our clients throughout their stay,” emphasized Piacentino.
Leveraging a deep understanding of the property’s unique features, the team offers innovative and tailored solutions. Whether it’s hosting a strategic meeting in a serene setting or orchestrating a gala dinner, every detail is meticulously handled to deliver an unforgettable experience.
A MICE offering in harmony with the spirit of the place
While the Couvent des Minimes excels in accommodating corporate clients, it remains deeply connected to its roots. Each event reflects the Provençal authenticity and family spirit that define the venue’s uniqueness. The property is, after all, a family affair, lovingly managed by Fabien Piacentino, his wife, and their two sons. Here, every guest is treated as a valued visitor.
This human touch, combined with modern and eco-conscious facilities, lends the property its distinctive charm. The luxury here is simple and natural—a philosophy that appeals to both leisure travelers and businesses seeking a memorable experience.
A winning bet on complementarity
By developing a MICE offering that matches the quality of its leisure activities, the Couvent des Minimes achieves the delicate balance of diversification without compromise. Companies seeking inspiring venues for meetings or seminars will find a unique setting where history, luxury, and personalized service converge.
In this approach, the Couvent does more than meet needs—it crafts a genuine experience. As Piacentino summed up in a previous interview, “We are sellers of happiness, creators of emotions.” This inspiring vision will undoubtedly establish the Couvent des Minimes as a key player in the MICE segment in Provence.
 Even from the air, Le Couvent des Minimes stands out for its blend of heritage and modernity
Photo credit © Le Couvent des Minimes Hôtel & Spa
 The new Melchior de Forbin space allows events to be held in natural light, indoors or out
Photo credit © Ingrid Lovstrom / Le Couvent des Minimes Hotel & Spa L'Occitane
 In this space, simple, natural luxury remains a signature of Le Couvent des Minimes
Photo credit © Ingrid Lovstrom / Le Couvent des Minimes Hôtel & Spa
 Located just an hour from Aix-en-Provence, Le Couvent des Minimes is an ideal setting for MICE
Photo credit © Ingrid Lovstrom / Le Couvent des Minimes Hôtel & Spa
 Located just an hour from Aix-en-Provence, Le Couvent des Minimes is an ideal setting for MICE
Photo credit © Ingrid Lovstrom / Le Couvent des Minimes Hôtel & Spa
 Every space has been designed to combine well-being and work
Photo credit © Ingrid Lovstrom / Le Couvent des Minimes Hôtel & Spa
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