sábado, 12 de mayo de 2012

De tapas por Madrid, hasta el 20 de mayo

-Del 10 al 20 de mayo de 2012 regresa la mayor ruta de tapas de nuestra ciudad: De Tapas por Madrid.

Once días para degustar una de las señas de identidad de la gastronomía madrileña, la tapa. 111 establecimientos que muestran su particular versión al precio de 2,40 euros por tapa y caña. Cuatro distritos para cumplir con el ritual del tapeo. San Isidro vuelve a traer a la ciudad, de la mano de Ayuntamiento y la Asociación La Viña, la Ruta de la Tapa, que este año cumple su octava edición, la séptima que se celebra en Madrid. Pedro Calvo, delegado de Economía, Empleo y Participación Ciudadana, la ha presentado. "En Madrid, -ha dicho- el rito del tapeo posee una dimensión social de enorme trascendencia". "Si no existiera -añadió- habría que inventarlo".

La iniciativa surgió en 2008 con la finalidad de fomentar el consumo, pero el tiempo la ha consolidado como una acción eficaz para la dinamización de la actividad, no sólo del sector hostelero, sino también del comercial. De tapas por Madrid ha tenido, para Calvo, el acierto de "aprovechar la popularidad y el apego a esta tradición para desarrollar una acción de promoción que anima la vida social y contribuye a estimular la economía de nuestros barrios".

En esta octava edición concurren, por primera vez, 4 distritos: Centro, Salamanca, Chamberí y Chamartín, por lo que se han organizado 4 rutas, roja, azul, amarilla y verde. Los 111 establecimientos participantes se distribuyen de la siguiente manera: 41 en la ruta amarilla, básicamente en Centro; 36 en la roja, coincidente principalmente con Chamberí; 21 en la verde, que discurre por Salamanca, y 13 en la ruta azul, cuyo escenario es Chamartín. Los clientes, además, podrán participar en un sorteo de 2 Ipad, y de 50 camisetas de Cruzcampo, replica oficial de la de la Selección Española en la Eurocopa 2012.

El éxito se calibra en cifras. De los 44 establecimientos en el distrito de Centro y cuatro días que duró la primera edición, se han pasado a los 121 locales y 11 días de duración este año. En las ediciones precedentes se han servido casi 500.000 tapas a más de 170.000 clientes. Un dato relevante son los 83.000 planos de la ruta del pasado 2011 que se descargaron desde la web, además de los 65.000 que se repartieron desde los locales. "Ampliar -subrayó Calvo- la ruta a cuatro distritos invita a toda la ciudad a salir y compartir el espacio, disfrutando de uno de los aspectos más singulares del tapeo, su carácter social".

Nota: Más información en el portal www.tapaspormadrid.es, y las redes sociales, facebook y twitter (@tapaspormadrid, #dtpm2012), tanto para la descarga de los materiales de la campaña, (planos de las rutas y relación de establecimientos y tapas), como para la realización de las votaciones.

Además se facilita el acceso al portal a través smartphones gracias a la incorporación de códigos BIDI en los carteles de promoción.


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