In the heart of Veneto, along the hills hosting the famous Tisa climb, Filippo Pozzato has been pursuing an ambitious project for four years aimed at redefining the boundaries of cycling race organization in Italy. Leading the Veneto Classic with his PP Sport Events, Pozzato was the first in Italy to propose a radical change: charging a ticket to access a key section of the route. Not to exclude, but to offer a premium, safer, more engaging, and above all more sustainable experience.

The idea dates back to before the pandemic but had to wait due to Covid-related restrictions. Pozzato identified a now structural problem: smaller cycling races struggle to survive. With few sponsors or without direct institutional support, many races are destined to disappear. Hence the desire to build a self-sufficient model, capable of standing on its own, even at the cost of introducing a symbolic contribution to access selected and curated areas of the route.

The proposal took shape on the Tisa, a symbolic sector of the Veneto Classic, where for four editions a regulated access has been established: 10 euros to enter a fully fenced area, equipped with a large screen, sound system, DJ set, food trucks, and services. An experience designed for those who want to enjoy the race more comprehensively. The first three years were marked by economic losses, but the trend began to reverse: in the last edition, the area recorded the presence of 500 spectators.

The goal for this year is to reach a thousand people, an ideal threshold to guarantee comfort, order, and quality. The project is inspired by already well-established international models, such as the Tour of Flanders, and the concept of American-style sports entertainment, like the NBA, where the event is not limited to competition but is enriched with content and services. In Italy, where cycling has historically been perceived as a free and popular sport (always the people's sport, where no ticket exists), the idea of introducing payment for access initially sparked resistance. However, the need to build experiences that go beyond the passage of riders is becoming increasingly clear, offering something that allows people to stay even after the race to enjoy a different day.

Beyond the experiential aspect, the issue of safety is central. In this context, a paid area allows for more rigorous access management, the possibility of installing stands, positioning stewards, and limiting the number of attendees. The Tisa climb, which this year (October 19th, ed.) will be tackled six times by the riders, will be completely closed and organized to ensure the safety of everyone, both public and athletes, while offering great entertainment throughout the entire day.

The economic framework demands courageous choices. Unlike events like the Giro d'Italia, Tour de France, or Vuelta, the Veneto Classic cannot rely on million-dollar revenues from television rights. Innovation thus becomes the only viable path. Pozzato thus decided to invest in atmosphere and experience quality, aware that the return is not immediate but necessary to build an alternative and replicable model. From a cultural perspective, the path is far from simple. The habit of freely enjoying cycling events is deeply rooted, but experience shows that when the offered service is valid, the public is willing to recognize its value. A signal that gives hope for a gradual evolution of collective mentality, although times remain long.

Confirming the chosen direction, a recent proposal from Richard Plugge, general manager of Visma | Lease a Bike, suggested introducing a symbolic ticket - between 4 and 5 euros - to access the major climbs of the most important races. The goal is to increase safety by regulating the public, especially on descents, when riders are more exposed to chaotic and unpredictable situations, particularly after the race. The proposal sparked international debate - it's unnecessary to point out that it's impossible to compare a short section of a one-day race circuit with a long Alpine or Dolomite climb - but it's evident that Pozzato had already anticipated this vision in practice, applying it consistently and continuously.

The idea is not to transform cycling into an elitist sport, but to open up new participation methods. Not everything should become paid, but in certain key moments and places, it's possible to create quality alternatives that improve the experience while ensuring greater safety. The project on Tisa demonstrates that change is possible. In a world that evolves rapidly, cycling is also called to do its part. And Pozzato had already understood this years ago.