The VIP-Booking european live entertainment Book

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The VIP-Booking european live entertainment Book

VIP- News - August 2011Hultsfred Festival – The Comeback of a Festival?Manfred Tari mt@vip-booking.comLast year the Swedish festival market sawthe departure of not one, but two of itsmajor festivals, Hultsfred and the Arvika.But at least the Hultsfred festival wasrescued and re-appeared on the marketwith the backing of the biggest Europeanfestival promoter, FKP Scorpio. FormerHultsfred-manager Gunnar Lagerman waspersuaded to abandon his beloved tomato-plantsin order to return to his positionas boss of Hultsfred again. VIP-News spokewith him.Gunnar LagermanVIP-News: Mission impossible completed?Gunnar Lagerman: Well, we’ve startedsix feet under but we succeeded very wellwith this festival. In a very short time we’vehad to build a line-up, the media was notso positive as usual but I would say we’vemade it anyhow.VIP-News: How many visitors did you finallyhave?Lagerman: About 11.000 people in theend, which is almost three times morethan the festival had on account last year.»Many people still wereafraid of buying ticketsbecause they thought itmight be cancelled again«- Gunnar LagermanVIP-News: How did the pre-sales do thisyear?Lagerman: They were slow; most of themwere sold during the last two weeks. Manypeople still were afraid of buying ticketsbecause they thought it might be cancelledagain.VIP-News: Did last year’s ticket buyer gettheir money back?Lagerman: No…. and that is definitely sixfeet under. We started unfortunately toolate with a campaign whereby last year’sticket-buyers could buy three tickets forthe price of two. Something that we couldmaybe have done earlier, if we had moretime. I mean, we only decided in Mid-Januaryto go on with Hultsfred and that wasalready very late.VIP-News: How were the media reactions?Lagerman: Well, most of the media didn’tbelieve that this was going to work.VIP-News: So, there was a large amount ofscepticism everywhere?Lagerman: Yes…but we managed to havea really good program, so last month someof the media finally changed their mindsbut it was too late.VIP-News: The program was pretty muchpop and dance and not so much rockacts…isthat your new booking-policy atHultsfred?Lagerman: Well, to an extent, we wouldhave taken on more rock-acts but wecouldn’t get them when we started withthe booking.VIP-News: Who took care of the booking?Lagerman: I have done all of the bookings.VIP-News: So FKP Scorpio mainly lookedafter the logistical stuff?Lagerman: Yes. We had several things thatwe looked after here in the Swedish officebut when it comes to the practical thingsFKP Scorpio took care of it. Among otherswe worked together with Klangpiraten, aman power supplier that works closely togetherwith FKP Scorpio.VIP-News: Did you sell tickets abroad thisyear or was it mainly a Swedish audience?Lagerman: Mainly Swedish, we’ve hada connection to the Hurricane festival,which then brought a bus of Germans upto Hultsfred.VIP-News: And how was the media receptionafterwards?Lagerman: Well, I mean, some said we’vedone good, some said the area wasn’tcrowded, of course the area could havetaken 20.000 people and we had heavyrain the first day, like 16 hours….we couldhave had a better start, yes.VIP-News: How has the collaboration withthe local city council worked out?Lagerman: It worked very well. I mean, weplanned to work out the festival-area in sixweeks, in the end we built the area in sixdays. And it worked out very well, in termsof practicalities it was probably the bestfestival ever. I have the feeling that 95% ofthose who bought tickets for this year willcome back next year. I believe in the pastfour, five years there might have 60% ofnewcomers, which of course is a problemfor a festival.VIP-News: Do you know much about theaudience, were they younger than before,were they a different audience?13VIP-BOOKING.COM

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