Thirty Years of Planning Italy

Richard “Dick” Mercer proclaimed himself an Italophile. Others describe him as a dreamer, a romantic, a foodie–wine guy, a lover of life. Getting ‘the girl’ in college is where the fairytale began. Sacramento Camellia Queen, Dina Velo, with a little help from her mother, Olympia, won Mercer’s heart one meal at a time. The love of her family, their food, wine, and culture eventually spurred Dick, at the age of 40, to make his first trip to their Italian homeland. He was hooked.

Mercer couldn’t get enough Italy. Over the next ten years he returned frequently. Palpable passion and contagious enthusiasm led him to build a vehicle to connect others to Italy so he could share where he’d been, what he’d seen, and introduce others to the dear people he’d earned the right to call friends. In 1995, his brainchild, Experience Italy®, Inc came to be.

After 30 years and collectively more than 120 trips to Italy, Dick along with his long-time business partner, Lori Martin, conducted countless seminars on Italy travel and designed custom Italy holidays for hundreds of clients each year. It is in memory of Dick that the beat goes on. His unfaltering joy and enthusiasm sustain, feed and continue to inspire the team to fulfill the longstanding mission of creating exceptional experiences and curated personalized trips.

Seems appropriate also to express gratitude to our past travelers and the many return clients of Experience Italy; you have boosted our spirits and renewed our energy when you’ve shared your recall of working with Dick and feeling his emotion or seeing it translated in his tears. Many of us are grateful Dick Mercer turned his dream into reality.

Her itineraries are handcrafted, deeply personal, and built on the belief that true travel is about connection, culture, and unforgettable moments.

Lori lives the lifestyle she shares. She grows grapes at the Martin Family Vineyard, loves her vino, and is forever perfecting her sourdough — because where there is wine, there must be bread. She’s a mother of two, “Lala” of two, and wife of one — forty years strong. Family traditions guide her: Sunday suppers, loud tables, espresso rituals, and gathering the nipoti e nipoti.

With an eye for beauty — shape, texture, ceramic, glass, shine — and a motto of “cute counts,” she also has a well-known weakness for Italian leather. Lori lives la dolce vita daily, inspired by the influence of her dear friend and best partner ever, Dick Mercer. If you want Italy done luxuriously, authentically, and with heart, Lori is the one who makes it happen.

A lover of bold color, modern Italian design, food, fashion, running, and wonderfully eccentric personalities, Alex has a rare gift: she helps you tap into what makes you vibe — your passions, your curiosities, your spark — and turns them into travel days that feel perfect, fulfilling, and deeply meaningful.

Now based in Scottsdale, AZ, Alex is the newest member of the team, bringing fresh eyes, big curiosity, and a whole lot of Italian sparkle.