The fireworks have gone out. The 2026 Fiestas del Pilar are over. Zaragoza is gradually returning to normal, and many of us in the hospitality industry are left with tired legs, a few hours of missed sleep, and the satisfaction of having made it through several days of extremely hard work.
And you find yourself wondering: can this city fit any more people? Every year, it seems we have reached capacity, only to be surprised again the following year.
Massive concerts, free performances, packed streets and an impressive range of entertainment. Clearly, people enjoy going out and having a good time. And for those of us who make our living in hospitality, that is always good news.
We love selling, and above all, we need to. Peak seasons are essential to our businesses. I always say that sales are our fuel—the resource that allows us to keep our companies running during the less favorable months.
But now that the festivities are over, the usual conversation among colleagues begins:
—How were the Pilares?
—Insane, we never stopped!
And I am glad to hear it. Because behind that answer are business owners and teams that have spent days working wonders to serve thousands of people.
But once the euphoria has passed, another question arises: did we make any money?
A few days ago, Heraldo de Aragón reported that nearly 43 percent of surveyed establishments said they had billed less than the previous year. It is a figure worth noting, and one that shows that crowded streets do not necessarily mean the same thing for every business.
But there is something I find more interesting than debating whether we sold a lot or a little: Will we really know how much we earned? And, just as importantly, when will we have that figure?
We know sales almost immediately, but the outcome of such an intense campaign deserves to be assessed with some perspective. Additional staff, extraordinary purchases, extra hours, organization, costs… The week with the highest revenue is not always the most profitable.
And knowing that outcome will allow us to prepare even better for the next festivities. Not necessarily to work less, but to ensure that all that effort receives the reward it deserves.
What is more, I believe the Pilares, like any other period of high demand for hospitality businesses or any other sector, offer us another extraordinary business opportunity.
During these days, many customers discover us for the first time. And in a market where consumers are increasingly selective, have more leisure options and think more carefully about where to spend their money, getting someone to want to return has enormous value.
It is not easy to deliver our best when the restaurant is full, or when our company is operating at full capacity, but that is precisely when the professionalism of our teams and our company’s ability to satisfy—and win over—customers are put to the test, so that they choose to trust us again.
Because good seasons should not just leave us with sales. They should also leave us with satisfied customers, better-prepared teams and stronger businesses.
Now, as Zaragoza returns to its usual pace, we will have to assess what remains from all that effort and whether we have given those new customers reasons to return.
Because the Pilares last nine days, but our businesses must operate for the other 356.
