PrimaFesta
The patronal festival that kicks off the summer in San Salvatore Monferrato
About PrimaFesta
PrimaFesta, the heart of San Salvatore Monferrato
When PrimaFesta arrives, San Salvatore Monferrato lights up. It is the town's patronal festival, located in the province of Alessandria in the heart of the Piedmontese Monferrato, and every year it officially opens the town's summer calendar with a weekend that blends faith, popular tradition, and moments of pure conviviality. Organized by the Pro Loco Vivacittà in collaboration with the Municipality, the event transforms the squares, streets, and courtyards of the historic center into a large shared space.
Devotion to the Madonna del Pozzo
The thread that has bound the community for centuries is the devotion to the Madonna del Pozzo, housed in the sanctuary of the same name just outside the town. The festival is rooted in a Marian miracle dating back to 1616: for this reason, the Sanctuary remains one of the beating hearts of the event, reachable during the festival thanks to a small tourist train that connects the main square to the site of worship. Many activities dedicated to families and children take place around the Sanctuary, from treasure hunts to artistic workshops.
Street art, exhibitions, and flavors
PrimaFesta is above all a widespread festival. The market fills the streets, accompanied by street bands and roving entertainment; madonnari (street painters) and flower artists create ephemeral works directly on the asphalt and in the squares. Photo exhibitions, set up in the Church of the Trinity and at Palazzo Carmagnola, tell the story of the town's memory and identity. Gastronomy takes center stage with dinners and specialties from the Pro Loco, while the evenings give way to concerts, DJ sets, and shows.
A festival that puts people first
The deepest meaning of PrimaFesta is community. This is demonstrated by the collective projects proposed each year, which involve hundreds of locals and transform the festival into a great portrait of the town. With shows for children, music, magic, and tradition, PrimaFesta is the perfect opportunity to discover San Salvatore Monferrato and its territory during one of the most cherished weekends of the year.
- Patronal festival of San Salvatore Monferrato (AL), Piedmont
- Devotion to the Madonna del Pozzo and its Sanctuary
- Organized by Pro Loco Vivacittà with the Municipality
- Market, exhibitions, flower festivals, street painters, dinners, and shows
- Numerous activities for families and children
PrimaFesta — edition 2026
PrimaFesta 2026 took place in San Salvatore Monferrato on Saturday, May 23, and Sunday, May 24, celebrating the 410th anniversary of the miracle of the Madonna del Pozzo (1616). The heart of the edition was the collective mosaic "SiAmo SANSA", composed of 8,000 stickers depicting the faces of the locals and representing the Paleologa Tower, the city's "place of the heart". Between photo exhibitions, markets, street painters, Pro Loco dinners, and shows, the festival brought the whole community together.
Programme PrimaFesta 2026
Saturday, May 23
- 10:30 AM — Inauguration of the "SanSa Urbex" exhibition at the Church of the Trinity (open until May 30, 10:30 AM - 6:00 PM, free entry)
- 11:00 AM — Inauguration of the "Rewind '80" exhibition at Palazzo Carmagnola (open until May 31)
- 7:30 PM — Gala Dinner by the Pro Loco "Il Mare in Collina"
- Following — "Back To The '80" show by the On Stage company
Sunday, May 24
- 10:00 AM — Opening of the market with the Donkey Stuzzica street band; rides, small train, face painting, and roving entertainment
- Workshop with madonnari (street painters) between Via Avalle and the Madonna del Pozzo Sanctuary
- 4:00 PM — Performance by the Dance of Life group
- 5:00 PM — Concert by the Masnà band
- 6:00 PM — DJ set by Matteo GK on Via Panza
- 7:00 PM — Unveiling of the collective "SiAmo SANSA" mosaic (8,000 stickers)
- Award ceremony for the "San Salvatore in Fiore" competition
- 9:30 PM — Show by illusionist Raffaello Corti (FacceStaMagia)
For children: show by Mago Canticchio, "I giochi del Cortile" (60 wooden games), and a treasure hunt starting from the Sanctuary.
Highlights PrimaFesta 2026
Prices PrimaFesta 2026
Practical information — PrimaFesta
How to get there
San Salvatore Monferrato is located in the province of Alessandria, in the Monferrato region. By car, it can be reached via the A26 motorway (Casale Monferrato Sud exit) or the A21, then continuing on provincial roads. The nearest train station with good connections is Alessandria, about twenty kilometers away.
During the festival
Events take place in the historic center (Piazza Carmagnola, the town streets, the Paleologa Tower) and at the Sanctuary of the Madonna del Pozzo, which is connected to the main square by a small train. Many activities are free; reservations are recommended for the Pro Loco dinners.
Information
Pro Loco Vivacittà San Salvatore Monferrato — www.prolocovivacitta.it. For dinner reservations: +39 335 7558643.
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Where does it take place — PrimaFesta
Centro storico e Santuario della Madonna del Pozzo