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Employers Association of the Central Area of Puerto de la Cruz

Creative Pills TenerifeLab 2016



The aim of the Employers Association of the Central Area of Puerto de la Cruz (Tenerife) is to defend the interests of its employer members in order to achieve good financial flow and encourage and promote its image and sales, increasing its visibility by using various mechanisms. The association has approximately 100 members.



To achieve a shared vision in the association about a sustainable city model that can serve as the basis for defining future courses of action in the organisation.



Soluciones Dramáticas is a collective of artists who have links to contemporary performance practices and theory in Tenerife. The group conducts artistic, curatorial and educational projects and also clashes with other groups, institutions and organisations. Its members are Adán Hernández, Carlota Mantecón and Javier Cuevas, among others.



Based on the premise that reality is (also) invented, the point of departure is the project entitled “I have a dream / Tener la visión”, reinventing or redirecting the way we look at the idea known as Puerto de la Cruz, a constructed reality built upon very different narratives.

Main points worked on to build this vision:

  • Specific history (memory).
  • Physical mapping of city.
  • Collecting narratives and visions of the city from both people from and in the city and also those not familiar with it.
  • Epiphany, the replaced vision of the city.



The work done by Carlos Belda used the basic training techniques of acting to address several concerns of the Tenerife tourism board in order to improve both internal relations and those with other tourism departments in the Tenerife Island Council.

Three sessions were held: the first with the administrative services, the second with the Tenerife tourism board and the third was a joint session.

They firstly worked on the complicity and empowerment of listening and the pleasure of play was used as a positive aspect to identify new ways of relating to each other. They then focused on improvisation, creating a role-playing game that provided information on the different perceptions that the two groups had about their ways of relating to each other. A great deal of data was obtained in this manner on the ways that the different entities acted and their attitudes.

The last session focused on an impossible challenge: organising the Winter Olympics in Tenerife.

The director of tourism administrative services in the Tenerife Island Council stated in the presentation session that he could not recall “a coaching training session that could achieve as much as we have here in such a short time”.



TenerifeLab 2016 is promoted by Tenerife Island Council.


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