Hugo Pérez graduated in digital marketing in Madrid and has several courses in administration and advertising. He is currently pursuing a master's degree in strategic marketing.
With previous experience as a salesperson for various companies and marketing expert at the Lanzarote Chamber of Commerce, he is now manager of the Association of Commerce and Entrepreneurs Ajei (ACEA) in the municipality of San Bartolomé, a job he combines with consulting as a freelancer in marketing and digital strategy.
Pérez talks with Ekonomus about ACEA members in particular and about Saint Bartholomew's trade in general.
Asked about how many businesses are closing and opening in the municipality, Pérez informs that not all businesses in San Bartolomé are part of the association, which has more than 60 members, but, "according to our calculations, in 2025 four to six companies have had to close in the municipality or are in the process of being transferred, mainly due to rent, while three new openings have occurred".
San Bartolomé Clearance Sale: "We are doubling participation"
Regarding the San Bartolomé Clearance Sale Fair, which will be held this year on April 26 and 27 and is one of ACEA's most successful initiatives, Pérez believes that its impact can be captured in that "the interest of businesses in participating continues to increase" year after year, "not only from San Bartolomé, but island-wide".
Ten businesses participated in the Clearance Fair last year. “In this edition, there are still two months left and we are almost doubling participation with 18 registered businesses”.
The manager of ACEA considers that if Black Friday along with Christmas represent 40% of the year's sales in San Bartolomé and “we believe that the Clearance Fair is much more powerful and represents 60% of the annual sales” of the participating businesses.
"The differential characteristic of San Bartolomé's commerce is proximity, craftsmanship, and quality"
The fair, which will be held in the Plaza León y Castillo of San Bartolomé, not only contributes to the sales of the participating businesses and offers citizens a space to shop and enjoy activities, but also to the adjoining businesses on those streets.
“People stroll, there are performances, a lot of atmosphere is created, they sit in nearby cafes even though these are not participating in the fair, a unique atmosphere at an island level is created, and hence the success it is having”.
“We have received different proposals to move the clearance sale fair to other municipalities, but we believe that identity is one of the most important factors and that is why, it has to be kept in San Bartolomé”.
How to counteract the competition from shopping malls and e-commerce?
Pérez considers that shopping malls harm local commerce, but the association has designed a public segmentation strategy.
“The people who want to go to the shopping centers know that they are going to find the same stores and the same products, they go with a clear objective. The type of public we have in San Bartolomé is different, it is a public that seeks more quality and proximity”.
Precisely that is the differential fact of San Bartolomé commerce. “Proximity, craftsmanship and quality, we help each other”, and from the association “we are always for the citizens, in contact with the City Council and the Cabildo, to offer the best services”.
For example, two public parking areas that “have been opened thanks to ACEA on Avenida Alcalde de San Bartolomé”.
The manager of ACEA also highlights the Association's work so that the shops in San Bartolomé also benefit from e-commerce.
“Last year we launched Jable Card, a free application where San Bartolomé businesses can sign up and launch their offers, and it also includes a customer relationship management tool,” shares Pérez.
