Flagship Project
San Nicolas
This is our proof-of-concept project — a defined, scoped engagement to test whether our advisory model can move from diagnosis to real-world implementation in one place.
A note on what this is: San Nicolas is a project we are actively pursuing, not an operating lab. Phase 1 is underway today. Phases 2–4 are planned, and most depend on securing a sponsor or grant for the pilot phase. We say this plainly because we think it matters more than sounding finished.
Why San Nicolas
San Nicolas is often described as Aruba's cultural soul. Striking street art, the Carubbian Festival legacy, creative entrepreneurs, and a rich Afro-Caribbean heritage. But behind the murals and festivals lies a structural gap: many local business owners operate in isolation, without mentorship, frameworks, or connection to tourism flows.
San Nicolas feels like a destination waiting to happen. It needs coordination, community-led placemaking, and investment in entrepreneurial capacity — not just promotion. It is also a geographically contained area, which makes a 90-day pilot logistically realistic for a side-venture team.
Strong cultural identity
Afro-Caribbean heritage, street art, festival legacy — a distinct character that cannot be manufactured.
Creative community
Local entrepreneurs with strong ideas: themed cafés, storytelling experiences, art workshops — but without business planning infrastructure.
Underutilized in tourism
Inconsistent visitor flow, minimal evening economy, and no structured connection to hotel channels or DMO planning.
Project Phases
01
in progressDiscovery
Structured interviews with San Nicolas business owners; mapping the existing ecosystem, cultural assets, spatial flow, and barriers.
02
plannedCo-creation
A workshop with a small group of committed entrepreneurs to design one testable guest experience together — not for the community, with it.
03
plannedPilot
Run the experience for 90 days in real-world conditions. Track visitor and business feedback. Document what works and what fails.
04
plannedDocument & Pitch
Publish the results as a public case study, and use the evidence to pursue funding for a second, larger phase.
How This Connects to Advisory
San Nicolas is how our advisory thinking becomes applied practice. The frameworks we use with paying clients are the same ones being tested here, against real conditions, with real businesses — and the results feed back into how we advise.
If it succeeds, San Nicolas becomes our clearest evidence that this model works — and the basis for pursuing a second, larger phase, in San Nicolas or elsewhere.
Interested in supporting this project?
We are looking for a sponsor or grant partner to fund the pilot phase, and for introductions to San Nicolas business owners.