Diego Vespa has a long history of creative direction and coordination. He founded "Mercati Generali" in 1998 and has since primarily focused on promoting cultural activities in his province, region, and various other areas of the peninsula - often collaborating with internationally renowned artists. In 2018, he promoted and directed the teaser edition of "Ricci Weekender," a boutique festival held in the beautiful landscape of the Etna vulcano, created to combine experimental jazz and electronic music sounds with the world of wines and Mediterranean cousine flavours.