The “official” history of the Pro San Daniele Association began on the 20th September 1966 with the signing of a Deed of Association by 24 citizens of the town of San Daniele. In addition to the “official” history, there is also an “unofficial” history, because a similar Pro Loco Association was already in existence in the 1950s to handle the organisation of the town’s Prosciutto Festival along with the few prosciutto-making companies that existed at that time.
Moreover, the Pro San Daniele Association was not only intended to be an association dedicated to the organisation of the Prosciutto Festival, theatrical shows and musical exhibitions. The goal of the Association’s founders was to unite anyone interested in developing tourism and culture as well as artistic, athletic and entertainment events in the town. The novelty that was introduced with the signing of the Deed of Association was the recognition of the “added value” that tourism brought to the area as well as this hilltop town’s ability to attract people from other areas. Food and drink was used as a starting point, but San Daniele was also able to offer the beauty of its artistic heritage as well as quality theatrical and musical shows.
The Prosciutto Festival was originally set up with a few stands that served the renowned San Daniele prosciutto crudo and good local wine. Of course, there were also charity events, like a Lucky Dip, as well as the “Quintino Ronchi” Dramatic Arts Group, which for several years thrilled audiences in San Daniele with the shows it put on every Saturday evening at the Ciconi Theatre.
Today, Aria di Festa, the Prosciutto Festival held during the last weekend of June, has become an internationally famous event, organised by the Prosciutto Consortium in collaboration with the Pro San Daniele Association and the Town Government.
Then, in 1991, the inauguration of an information centre managed by volunteers was without a doubt proof of the far-sightedness of the Pro Loco Association’s Directors, who had understood the importance of welcoming the ever-increasing influx of Italian and foreign visitors to the town.
Starting in 2005, the Pro San Daniele Tourism Office became the I.A.T. (Tourist Information and Reception) Office, headquartered in the town centre, in Pellegrino place. The management of the information centre was further improved with the addition of qualified personnel. Today it is able to respond to the needs of both individual tourists and groups.
The Pro San Daniele Association also publishes the Bimestrale (a bi-monthly publication) that contains information regarding all of the events and shows held in San Daniele, not to mention the activities that are carried out by local associations. Each year during Carnival, the town successfully organises the Children’s Carnival at the Sports Centre in Via Udine and the R…estate a San Daniele festival is held during the summer months. During the months of June and July, films are shown outdoors at the arena of Palazzo Sonvilla and theatrical events are also held throughout the area (in the town centre and the boroughs of Pozzo, Sacco, Cimano, Sopracastello and Villanova) in order to maintain tradition with a formula which, with changes that are implemented from time to time, is able to retrace the Association’s history. Every October, a theatrical event in Friulian dialect, Serades viertes. No viodi, cjalà / no sintì, scoltà, is organised under the direction of the Office of Culture and the Arts.
The 2005 edition of Aria di Festa was moved up to the month of June, thereby leaving a vacancy that was immediately filled by the Town Government, which, during the last weekend in August, gave life to the Fieste Ladine, the festival of the Ladini populations, with active participation from the Pro San Daniele Association.
Each year, the Pro Loco ends its activity with the Mercatini di Natale (Christmas Markets) which features participation of local artisans and hobbyists who offer their gift ideas for the Christmas season. And of course, children are never forgotten, especially the youngest, who anxiously await the arrival of Santa Claus in front of the town’s Loggia.
