He is a brave man, because – as we know – there was no written memory of cowards. The Royal Maestranza de Caballería has put the reins of Seville’s bullring in the hands of José María Garzón, and the Seville businessman takes over with… … A quiet mixture of gratitude, enthusiasm and a deep sense of responsibility.
We sat down with him at the Alfonso XIII Hotel in Seville to meet in person the businessman who has been touring Spain’s bullrings for more than two decades. Garzon now faces the biggest challenge of his career. He speaks without duplicity, with the pulse of one who knows he is in front of his truth, and narrates his origins and desires for the maestranza, his idea of subscribers and posters, his faith in youth and his reading of the future of bullfighting, which he rightly considers “the cathedral of bullfighting.”
The businessman faces his new phase in Seville with one constant idea: to bring enthusiasm back to the fans. The president of Lances de Futuro is committed to a close relationship with subscribers, a slow but comprehensive renewal of the labels and a strict commitment to emerging matadors and matadors, while considering the restoration of symbolic dates and adjusting the pricing policy to attract young people. With just one week to go, Garzón promises continuity where he works, changes where necessary, and an open place for Sevilla and its people.
-What is the first thing you want to do in Seville? What is your first interest?
– Creating excitement, this is the first concern. We always ask for this, everywhere: for the fans to trust him. I want to give special attention to subscribers, so that they feel that the square is their home, and so that all Seville residents and those from abroad feel it. I want a close relationship with the community. Little by little we will work on the freshness of the labels, as has always been highlighted at Lances. But we only had the place for four days, landing and putting together the team. I’m looking forward to it.
– What is your main strategy for Sevilla?
— Subscriber, retrieving an appointment… Everything has to be done slowly. I want freshness in the labels, and I have ideas, even about some bullfighting, but everything requires talking to ranchers and bullfighters little by little. I want to introduce these changes slowly and look at what Lances de Futuro has done elsewhere.
—Are you looking for profound change or continuous development?
– A profound change, but calm, slow, measured and humble. This is what Lance Di Futuro wants for Sevilla.
– Tell me about the April exhibition. How do you envision dates, structure, and strategy?
The structure will be similar in number of celebrations and dates. Posters, more or less, too. We will bet on the new bullfighters, who have shown that they have their place. But this first year, with the time we have, will be similar. Although I think there will be some change.
-Any change like…?
-Maybe some history or some posters, but it’s too early to say anything, at the moment we don’t have anything final.
“I am looking for profound change, but calm, slow, measured and humble.”
-And San Miguel?
—It is a very solid history and the truth is that the outgoing company did a great job and we must acknowledge that. Hence I would also like to pay tribute to your amazing work over many years. I think it’s possible to add some celebration, although it’s not certain yet. I would like to see two weekends or start on Thursday, but everything has to be coordinated, even with concerts that are not based on Lances de Futuro.
– How do you suggest bullfighting?
-It’s basic. I would, if possible, leave a place empty in the last places so that the winners can repeat. I think that for the bullfighters to come out, Seville and Madrid are necessary, and that’s why I think the bullfighters should be taken care of a lot so that they have the possibility of attacking. Therefore, looking at the possibilities, we will have to see whether it is possible to leave these gaps due to payment conditions, if the Council allows it… but I would like it to be that way. Before that it was like this: whoever won would fight the bulls the following Sunday. But there are sign-up and organization aspects to studying. However, I want there to be opportunities, for a bullfighter to advance he needs continuity, and where victories are heard in places that matter.
– Will it leave gaps in bullfighting?
– If possible, I would like to leave those gaps. At the show is not possible due to the calendar. For San Miguel, it could be the case, but it depends on regulations and licenses.
– Did you consider making the full payment?
-It depends on the legislation. You can’t submit a subscription with too many missing gaps because they don’t allow it. Now there has been a change in the regulations and the issue is being studied, but it is a bit early. It’s the idea I like.
– Will you restore dates such as Corpus Christi or the Virgin of the Kings?
-I would like to. They are very beautiful and symbolic dates. I would also like to make room for night bullfights, doing activities, attracting young people, working with schools and universities… and a pricing policy for young people, but you have to do a lot of numbers because it is not a simple thing. We are in it and these are the lines that Lances de Futuro wants to follow, the same ones that have been followed elsewhere.
– Will the pricing policy change? Are there benefits for the subscriber?
– Yes, we want to do that and we will change some things, but we have to study that. Subscription must have advantages, discounts, and ease for young people… but they must study. Personally, I prioritize many things for Sevilla above the economic aspect, but obviously we are a company and the economy is also important for this to be viable.
“I want freshness, I have ideas, even about some bullfighting, but everything requires talking to ranchers and bullfighters little by little.”
– Arena employees and celebration workers are worried. What does he tell them?
With patience and calm, we will continue to work in the same way because we are not here to cut off heads. It’s a natural transition, it happens everywhere. There will be continuity. I’ll try to put my stamp on it, but you can rest assured.
—How do you hold an exhibition without Morante now?
– With God’s help… we’ll have to think about it a lot.
-Are you going to try to bring Jose Tomas?
-I didn’t think about it, but it would be a dream. He actually reappeared in Algeciras after five years without bullfighting and the following year he came to Granada. If it depended on me, I would fight the bulls, but it doesn’t depend on me alone. We are completely at your disposal.
– What message do you have for budding bullfighters and Seville?
– I think it was clear this year in my places. We will continue to support those who pay. This year we have chosen many, such as David de Miranda, Victor Hernandez or Jiménez Fortes… We will continue to bet on what is new and I will treat the Seville bullfighters with affection. Not everyone can be there, but we will listen to everyone and see who can be there or who deserves it the most, without putting anyone down.
– Will there be fan meetings?
-Yes, all of that will be done. With fans, media and subscribers. Any writing that arrives will be studied and read by Lances de Futuro. There are suggestions that come in handy. You are always learning and I am sure the people who know this place well will contribute with us.
– How many celebrations do you expect? What do you think about the art of bullfighting?
-I don’t have a number of celebrations. Maybe a little more than last year. I haven’t thought about redoing yet, but it’s a very interesting topic. Maybe return the lantern on Sunday morning…
– What are your plans for October 12?
– It has traditionally been a charity appointment and will continue to be so.