By Beatrice Botticelli
Vernio isn’t just a place to pass through, but a place to experience. This is the conviction that drives the “Vivere Vernio” open-air shopping district, a local retail network, born from a desire to revitalize local commerce through events and activities that make a difference—those that encourage visitors to stop and explore, to get to know the area. And then to return, guided by the many treasures Vernio holds—nature, culture, and food—one of the region’s strengths, with the famous potato tortelli as its signature dish.
“‘Vivere Vernio’ was founded in 2018, but it had already been active since 2014 as a grassroots committee,” explains President Ilaria Ciolini. “It brings together local merchants, artisans, and businesses with the aim of transforming the town into a vibrant commercial hub capable of attracting people and fostering a sense of community. We do this through several initiatives that, over the years, have had a tangible impact: seasonal events like Vernio Comics, traditional markets and festivals, activities for families and young people, and collaborations with associations and institutions”.
“One example is the Torneo dei Rioni,” adds Francesca Busà Ficini, vice president of the local retail network, “which we decided to support to keep the identity of our area alive. Over the years, this event has evolved through careful historical research into the coats of arms of the ancient counties of the Vernio Feud, which were then featured on the teams’ uniforms. And to give the community something beautiful, capable of enriching our cultural heritage, we also commissioned two murals”: created by Giulio Zeloni, the works brighten the space in front of the former Meucci Factory.
Among the many initiatives promoted, one in particular is marking a turning point: Vernio Comics, launched five years ago through a collaboration between Azione Cosplay Prato and “Vivere Vernio,” with the support of the Municipality. Launched as an experimental event dedicated to comics, cosplay, and pop culture, Vernio Comics has grown rapidly to become one of the most anticipated events in the area, with over 3,500 visitors in the 2025 edition. And it is carving out a niche for itself in the Italian landscape of events of this kind. This year, the event will take place on the weekend of June 13 and 14, at the former Meucci multipurpose space, the Mumat Museum, Piazzale Donatori del Sangue, and Albereta Park. Among this year’s guests are Italian voice actor Flavio Aquilone (the voice of Draco Malfoy in the Harry Potter series), comic book artists Alberto Pagliaro, Giuseppe Di Bernardo, Paolo Massagli, and Niccolò Storai, and YouTuber BOB—Beyond Ordinary Borders. The program features many events, from a concert by Slump to a cosplay contest. There will also be a food area featuring both international and local cuisine. This event serves as a gateway to a region waiting to be discovered, where hospitality is growing rapidly, thanks in part to the demand from foreign tourists.
Must-see attractions include the thousand-year-old Abbey of Montepiano, founded between the 11th and 12th centuries; the Casone de’ Bardi in San Quirico with the Oratory of San Niccolò; and the Museum of Textile Machinery (Mumat) in Mercatale, which chronicles the manufacturing tradition of the Val di Bisenzio. Not to mention that the region is crossed by the Gothic Line and is home to a permanent exhibition and a memorial park.
And then there are the celebrations that have been passed down from year to year, such as the Polenta Festival (Pulendina), which commemorates the distribution of sweet chestnut polenta to the people during a time of hardship, or the Ancient Fair of St. Joseph, dedicated to local traditions and the agricultural world. Dolce Vernio, an autumn event focused on promoting beekeeping and honey products, is also inspired by the area’s rural heritage. In the summer, there is Apriti Chiostro, held in the cloister of the Casone de’ Bardi, featuring performances, music, and gatherings.
And for those who love the outdoors, Vernio is a key stop on the Via della Lana e della Seta, which connects Prato to Bologna along ancient trade routes. It passes through Vernio, offering an immersive experience of nature, history, and traditional craftsmanship, with stops in villages, woods, and sites symbolic of textile culture. But you can also choose the Via delle Rocche, a project to highlight the valley’s medieval defensive system, which connects castles, towers, and ancient fortifications. “Vernio is a place where history, culture, and nature intertwine, and where precious cultural heritage coexists,” says Mayor Maria Lucarini.
“But Vernio’s location in an inland area of the Apennines presents significant structural challenges: distance from major urban centers, limited access to services, and logistical difficulties. Yet, contrary to what often happens in these contexts, here we are not witnessing inevitable depopulation, but rather a glimpse of resilience and revitalization that deserves to be supported and valued”. “In this scenario,” she continues, “the role of associations and of the local retail network becomes essential. The first, true promotion of a territory stems, in fact, from its daily vitality: from the lights being on and the shutters raised. Finding an open café, a pharmacy, a hair salon, a neighborhood store, means finding life. The presence of services is not merely an economic issue, but it is what allows people to choose these places not only to visit them, but to live in them”.
