Nearly two hours of ceremony, a (long) speech by Emmanuel Macron on video, hundreds of chefs present on the big stage for a unique souvenir photo… The 2023 Michelin star ceremony did not experience the slightest hiccup on Monday in Strasbourg. It was even difficult to find an observer capable of saying anything bad about it!
A real success? “A pure moment of happiness and emotion”, enthused the President of the European Community of Alsace (CeA) Frédéric Bierry. His community had jumped at the chance since the famous red guide opened up to relocations last year in Cognac. “Champagne was also interested in an event that is known throughout the world and others are already fighting for the next edition”, he assures before making a first assessment of it.
Total cost of the operation for the CeA: “about 390,000 euros”. An invoice, salty, which was only half envisaged at the origin… “It was planned that the town hall of Strasbourg would cover the technical costs at the Palais de la Musique et des Congrès (PMC) but it did not hold its commitments,” laments Nicolas Stamm-Corby, two-star chef and above all director of the project. “I was given a bill to pay of 107,000 euros and we paid it. »
Asked by 20 minutes on the subject, the cabinet of the mayor Jeanne Barseghian speaks of a “misunderstanding”. “As for all the organizers where Strasbourg Events (the manager) makes the PMC available free of charge, the payment of ancillary costs is never included”, we add on the side of the ecologist councilor… who was not present at the ceremony. “She had a conflict of agenda and was represented by her deputy Joël Steffen”, we still specify.
“A magnificent showcase for Alsace”
This new episode of tense relations between the municipality and the CeA did not dampen Frédéric Bierry’s satisfaction. “We are within the envelope that we had anticipated and if we had wanted to carry out a communication campaign which has the same repercussions, we would have had to spend 5 million euros. It’s a magnificent showcase for Alsace”, he swears with a figure that is difficult to verify since no fallout is known today. “The guide has undertaken to give them to us within the next few weeks”, further specifies the elected Les Républicains, still giving two figures. “There were a million views just on the event announcement video and 100,000 for the photo with all the chefs on my Facebook page. »
“Michelin is a global brand, like the Tour de France for example”, continues the president of the Chamber of Commerce and Industry (CCI) Alsace Jean-Luc Heimburger. “It was an opportunity to seize and it helps to attract eyes to our territory. To also involve him since many farmers, craftsmen and other industrialists have been involved. “We had a lot of donations. Wine, water, food, services… It was worth more than a million euros”, specifies Nicolas Stamm-Corby. “And some people who were there are still in the area! What to add a few nights before a more complete assessment…