Vadsö_kulturnaringslivseminarie 080605

RockCity
FUNK
Presented by:
Lars Rönnlund
The municipality of Hultsfred…
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14 300 inhabitants
1 127 sq.m.
The town of Hultsfred has 5 300 inhabitants
1998 a lot of free flats to rent
• Swedens biggest
pop&rock festival –
© Rockparty 2005
When the festival take
place we are…
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Over 45 000 people in the town of Hultsfred!
7 stages with 140 bands from the whole world
5 000 volunteers
Swedens biggest media-exposed
event - all time
• A total of 250 000 guest nights
• End of hotels, hostels, private rooms etc.
• And almost end of water
© Rockparty 2007
We are…
Live
like
nowhere
else
© Rockparty 2007
These are the youngsters who
started it all in december 1981
• The non profit association Rockparty was
formed
• The average age of the members of the board
was 15 years
1986
Rockfestival
in Hultsfred
• The first Hultsfred
festival
• The organisation
was built on more
enthusiasm than
knowledge
• 6000 visitors
© Rockparty 2005
1987
- $100 000
1992
Concert hall
• Concerts
• Restaurant
• Events
•Investement
$1,2 million
1997 Vision:
Hultsfred – the center of
excellence for the swedish
pop & rock industry 2002
• 50
new jobs
• 10 new companies
• 500 people educated
The center of excellence is
now a creative meeting point
for the music and experience
industriy
RockCity target:
Letting the pop&rock culture
act as a springboard for
development in other areas.
* RockCity AB – A development company owned by the festival and the municipality
Education
Business
(=Utbildning)
(=Näring)
Research
(=Forskning)
Culture (=Kultur)
The Festival
FUNK
••Universities
Universities and other
actors are running Bachelor
programs
--MusicMusic- & Eventmanagement
--Digital
Digital Media Distribution
--Destination
Destination development in tourism
--Event
Event producer
••Private
Private senior highschool
--GYRO
GYRO
© Rockparty 2005
Education
•3 different universities
have established resarch resources within
thechnology, economy and ethnology
Topics
•Mobile city moments
•Wireless festivals
•Safety and events
•Rock and society
•Books and white papers about
the Experience economy and the FUNK-theory
© Rockparty 2007
Research
Development of people,
development of ideas
In a creative environment
close to F-U-N-K!
•Over 60 companies started
•Business Lab
- office space, project guidance,
coaching, financing, seminars,
screening, networks
•IUC – Industrial development center for the
swedish music industry
- lobbyist and venture capitalist
Business
• The Hultsfred Festival
• Metropol Concerts and events
• The Pop Camp for girls, the
national office
• Rookie
• Rehearsal studios ran by the
Peoples’ university
• Hayride, rock-a-billy festival
• Gates of metal
• The swedish rock archives,
over 100.000 albums
Culture
And the winner is…
2006
RockCity was one of three
winners of “Jurys Grand
Prize” in the European
Entreprenurship Award
2007
Hultsfred, RockCity,
became chairman of
“The Experience
Industry Sweden”
Sweden”
.
.
..
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Mötesplats Piteå
Tourism, music
Mötesplats Hällefors
Dining, design
Mötesplats Stockholm
Mötesplats Trollhättan
Fashion, Design
Film, media
Mötesplats Göteborg
Design, Marketing
communication
Mötesplats Hultsfred
Music, Digital media
Mötesplats Karlshamn
E-gaming
Mötesplats Malmö
Design, new media
New vision for Hultsfred:
What Nashville is to country
music, Hultsfred will be for
pop&rock music
Arena 1 – the festival
“Next generation area”
– a “testbed” for new products
in Europe
Arena 2 -
Rock City Experience
festivalfeeling 365days/year, 300 000 visitors
shops, restaurants, venues,
museum, interactive events
call for investors - $10 million
© Rockparty 2005
How has the municipality worked with
it?
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Rock City – 49% owner
Hired experts
Co-financing a lot of the Cultural projects
In our strategy plan for Hultsfred, Rock City is
one of four prioritized things
• We´re out of flats so we´re building new
ones…
• The mayor says…
© Rockparty 2005
RockCity
FROM PUNK TO FUNK