As a professor for Marketing at the Master Program Hospitality Management - F&B offered by the Università degli Studi di Palermo in collaboration with the Florida International University (Chaplin School of Hospitality & Tourism Management) in Miami, I had the opportunity to organize Sicily's first hotel concept competition, with the aim to bridge the industry today and those who will be the creative mind and industry leader tomorrow. The 3 teams had each 20 minutes time to pitch their concepts to a panel of industry experts who scored their presentations based on criteria such as creativity, competitiveness, feasibility and viability.