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RockCity
FUNK
Presented byLars Rönnlund
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The municipality of Hultsfred

• 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
• poprock festival

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When the festival takeplace we are

• 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

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We areLivelikenowhereelse
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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

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1986 Rockfestival in Hultsfred

• The first Hultsfred festival
• The organisation was built on more enthusiasm
  than knowledge
• 6000 visitors

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1987 - 100 000
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1992 Concert hall

• Concerts
• Restaurant
• Events
• Investement 1,2 million

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1997 Vision Hultsfred the center of excellence
for the swedish pop rock industry 2002

• 50 new jobs
• 10 new companies
• 500 people educated

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The center of excellence is now a creative
meeting point for the music and experience
industriy
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RockCity target Letting the poprock culture act
as a springboard for development in other areas.
RockCity AB A development company owned by
the festival and the municipality
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Education (Utbildning)
Business (Näring)
Research (Forskning)
Culture (Kultur) The Festival
FUNK
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• Universities and other actors are running
  Bachelor programs
• Music- Eventmanagement
• Digital Media Distribution
• Destination development in tourism
• Event producer
• Private senior highschool
• GYRO

Education
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• 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

Research
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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
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• 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
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And the winner is
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2006 RockCity was one of three winners of Jurys
Grand Prize in the European Entreprenurship Award
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2007Hultsfred, RockCity, became chairman of The
Experience Industry Sweden
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Mötesplats Piteå Tourism, music
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Mötesplats Hällefors Dining, design
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Mötesplats Stockholm Fashion, Design
Mötesplats Trollhättan Film, media
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Mötesplats Göteborg Design, Marketing communicatio
n
Mötesplats Hultsfred Music, Digital media
Mötesplats Karlshamn E-gaming
Mötesplats Malmö Design, new media
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New vision for Hultsfred What Nashville is to
country music, Hultsfred will be for poprock
music
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Arena 1 the festival Next generation area a
testbed for new products in Europe
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Arena 2 - Rock City Experience festivalfeeling
365days/year, 300 000 visitors shops,
restaurants, venues, museum, interactive
events call for investors - 10 million
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How has the municipality worked with it?

• 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
• Were out of flats so were building new ones
• The mayor says

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RockCity
FROM PUNK TO FUNK