The Olive Farm at the Edge of the City
2026-04-12T07:42:45-04:00Roosters crow before dawn here. Not as an annoyance … as a reminder.
Instead of sleeping in one of the tourist-filled hotels in the Renaissance city of Florence, I chose to spend my five weeks here living on a quaint old olive farm, 20 minutes outside of Florence, high in the hills overlooking this magical city.
Crazy Drivers
My drive involves 50 hairpin turns, on roads barely wide enough for one car, threading between ancient stone walls. Meeting another car head-on means someone backs up. As I wind through the Tuscan hills, I pass ancient villas with giant manicured trees meant for royalty, gates buried under cascading wisteria, and farms with rows of purple cherry blossoms. Springtime here is magical.
Distinct Purpose
But here’s what I keep thinking about: I chose this.
I could have done this differently. Found something more convenient, more economical, more practical. There are a few strong art academies in America. But I could not resist the lure of living here for five weeks, fully immersed, in the place where Michelangelo and Da Vinci lived and worked, surrounded by the things I love … great art and great artists.
Most people never make that choice, and settle for what is.
Nobody Had a Reason
Twelve students are completing the program alongside me, mostly a mixture of professionals checking off a bucket list dream and most between their early 30s and late 70s. Almost no one came with an economic argument, an end game, or a career plan. Just a bucket list box to check.
Except one.
A young oil engineer from Dubai. Tired of spending her life doing something she does not love, she is trading it in for something she does … and hoping a living will follow. She may be the wisest person in the room.
The question she’s wrestling with, the one that brought her all the way here, doing three five-week stints in a row: What if the thing I love is actually the thing I’m supposed to do?
Consistency Produces Magic
Here’s what has genuinely surprised me.
Every instructor this week has been completely consistent, teaching the same methodology, none of them trying to insert their own system or shortcuts. What’s mind-blowing is what that consistency produces.
Students with zero drawing experience. Students like me, who need significant improvement and are trying to unlearn bad habits. Yet on the very first day, after just a few intense hours, the exercises produced significant, visible growth in every person here, including complete novices.
Each day has built on those lessons. We are fully immersed from nine in the morning until four in the afternoon, with optional evening drawing sessions added on top. I have attended every session and have watched my own progress improve significantly in three days by forcing myself to stay focused, immersed, and practicing,
Three days.
I cannot imagine how it will feel after five weeks. Which, though I love my work and my career, I already know will end too soon.
Your Olive Farm
Which brings me to you.
What is the thing you have been putting off, the skill you have been meaning to deepen, the place you have been meaning to go, the version of yourself you have been meaning to become?
What is the equivalent of your olive farm in the hills — your desire to check off a lifelong dream?
The roosters don’t crow forever. At some point, you stop waking up.
While some might say, “I had my time, I had my career,” one man here, a world-famous photojournalist with multiple Pulitzer Prizes, is here because life “shouldn’t stop with retirement. That’s when life begins.”
The surprising truth I’m learning here: The reason most people never improve at the thing they love is not lack of talent. It’s not even lack of time. It’s the absence of full immersion in an environment built specifically for that growth, surrounded by others doing the same thing, under the guidance of people who have walked the road ahead of you.
You don’t need five weeks in Tuscany. But you might need something.
What would your something be?
Eric Rhoads
P.S. I have been chasing this feeling for a while now. And I want to help you find it too. A few ways to do that below.
China Changed Me
I almost didn’t go.
The very thought of painting in China had unsettled me in a way I could not fully explain. It was not on my bucket list. It felt too far, too foreign, too far outside the life I had built. But something nudged me, and I went anyway.
What I found there stopped me cold. I stood in landscapes I had only seen in silk paintings, painting alongside artists whose culture stretches back thousands of years, watching light fall on mountains that have been inspiring painters since before Western civilization had a name for what we do. I came home quieter. More certain of things. Changed in ways I am still discovering.
It is the kind of trip you take once in your life and never stop talking about.
This fall, I am taking a small group to paint in China alongside some Chinese masters. We will paint together, travel together, see things most tourists never see, and come home with something that no workshop or online course could ever give us.
If China has ever whispered to you, even faintly, listen to it. Don’t let the fear that the media has instilled in us about China scare you. I guarantee a safe, clean, healthy, and spectacular experience in China. Join me this November, but sign up soon because we’re gonna have a cutoff right after the Plein Air Convention.
[Join me in China this fall. → pleinairtrip.com/china]
Japan, Seen Differently
Most people who visit Japan see the surface. The temples, the food, the trains that run on time.
But there is another Japan entirely, one most painters and collectors never know exists. Japan holds the second-largest Impressionist collection outside of Paris. The country has a centuries-deep relationship with beauty, with craft, with the kind of looking that painters spend their whole lives learning to do. Seen through the right eyes, it is overwhelming.
That is why I want you to see it alongside me and Fine Art Connoisseur editor Peter Trippi, a man who has spent his career understanding exactly what makes great art great. Walking through a museum with Peter is not a tour. It is a revelation. You will never see a painting the same way again. And you’ll be given private access to experiences mere mortals don’t get.
These trips have been running for 15 years. The people who come once almost always come back. There is a reason for that.
[Discover the Japan Art Tour → finearttrip.com/japan]
The Week I Land, We Begin
I fly home from Italy on a Sunday. The Plein Air Convention & Expo begins a few days later.
I will be honest with you: I almost wonder if that is by design. Because everything I am learning here, every breakthrough happening inside these studio walls in Florence, will still be burning in me when I walk through the doors in Branson. And I intend to do something about that.
For the first time, I am going to offer something at this year’s convention that I have never offered before. It is built directly from what I am experiencing here at one of the great art academies on earth. A chance to feel, even briefly, what full immersion in serious classical training actually does to a painter. Not a lecture. Not a demonstration. Something you participate in, something that gets inside you the way it has gotten inside me.
It will only be available to Plein Air Convention attendees. For the foreseeable future, there is no other way to access it.
Fifteen years ago, I launched this convention believing that immersion changes people in ways nothing else can. I still believe that. I believe it more than ever, sitting here on an olive farm above Florence, watching it happen to me in real time. If you’re into plein air painting and haven’t been to a Plein Air Convention, you’re missing the biggest plein air event in the world,
This May in the Ozarks , it could happen to you.
[Claim your seat at PleinAirConvention.com. Or if you want the sessions but can’t attend in person, try our new online option.]