Just got back from a week at the Fiorella Apartments and my experience was very good. We had a bad start when the son of the owner (Franco) put us (my wife and I and 2 children) into the wrong apartment when we got there (a 6 person apt rather than a 4 person) and after unpacking we had to move apartment - my wife was not happy!
However this turned out to be just bad luck and Franco's son could not apologise enough.
Franco is a character and really helpful and the apartments are good value. The one we eventually stayed in was spacious and although rather basic was clean and fine for what we needed. We never use a pool so the lack of one was no problem and the beach is only 200 yds or so away. We had (and paid a little extra for) Air Con (some apts have it installed, I'm not sure whether all do) and this was effective. With the windows closed and shutters down we never had any problem with noise. In fact the apartments are not on the main street which runs alongiside the main promenade which I imagine may experience a lot of traffic noise.
Cattolica is bigger and busier than I expected in an evening but still very nice - no obvious nightclubs, just lots and lots of shops, restaurants and pleasant bars. Gabbice Mare is similarily pleasant to walk round in an evening.
The beach is huge and and split in seperately run beaches all numbered each (in our experience) offering umbrellas, beds, clean toilet facilties etc. It was weird that whilst at the weekend the beach was quite full, mostly it seems with Italians,during the week it looked as though 80% of beds were unoccupied - this was during the first week of the UK school holidays.
We rented a car and visited San Marino - much recommended and within easy reach. We also visited Venice - about 140 miles each way and much further than we thought. Again recommended but a very long day. We drove to one of the carparks just outside Venice and caught one of the regular buses in and out.
All in all I would recommend the Fiorella Apts and Cattolica. We have been to Cala D'or in Majorca for the last 5 years and went there for a change. We were apprehensive but in the end really liked it.