This is how Norrbotten can strengthen its event collaboration

The events industry in Norrbotten is demanding more low-profile collaboration, increased professionalization, better long-term planning and more stable conditions. This is evident from a feasibility study commissioned by Region Norrbotten on strategic event collaboration.

The preliminary study has brought together over 60 professionals from different parts of Norrbotten. It has included a needs inventory, idea collection and dialogue about the county's conditions and capacity to host and create large and talked-about events.

– The feasibility study gave reason to gather around an issue that is important for the future and for the attractiveness of Norrbotten. The possibilities are many and the commitment is great. This can definitely be the starting point for a higher level of ambition, says Jenny Hakeberg, consultant at the communications agency Lyssnen and process manager for the feasibility study.

Helene Johansson, Director of Interest Policy and Communication at RF-SISU Norrbotten agrees:

– When we meet with sports nationally, we hear that there is interest in Norrbotten and we must take advantage of that because we know that major events, such as the SM week in Luleå/Boden, increase the attraction of the region.

Young industry under growth

The events industry in Sweden is a young industry with strong growth, where many small companies, together with non-profit organizations, carry on the development of knowledge and run events with large turnover, many participants, subcontractors and volunteers. This is also true here in Norrbotten.

– Right now, large events are far too local a concern. Collaboration could make things much better and there is development potential here, says Daniel Sonntag, events manager in Gällivare municipality.

Norrbotten has good conditions for events, but competition is fierce and Norrbotten is a small county in terms of population with long distances and limited infrastructure.

– That is precisely why it is important to increase collaboration between the sports movement, the tourism industry, business and public actors at all levels. Without collaboration, Norrbotten will find it difficult to assert itself in the competition. It is together that we are strong, says Helene Johansson, Director of Interest Policy and Communication at RF-SISU Norrbotten.

Moving ahead

The dialogues within the feasibility study have resulted in a number of proposals for continued work. In brief, the following are proposed:

• Implement a pilot project for planning and implementing a major event at a national/international level in Norrbotten, where a number of interested actors test their way to long-term stable and successful forms of cooperation.
• Reduce obstacles to cooperation between municipalities by developing the existing regional event network.
• For an exploratory dialogue with the business community about a regional fund where funds from community-sponsored companies can be matched with applications from the sports movement and other civil society, the cultural industry, the event industry, the tourism industry, and cultural and creative industries.
• Investigate the possibilities of eventually forming a regional event company for Norrbotten that also works strategically with events, or of giving an existing municipal company or foundation an expanded assignment to work with strategic event work.

Network seminar on the report

In connection with the SM week being held in Luleå and Boden on March 20-26, the feasibility study report will be presented during a seminar for the Regional Event Network in Norrbotten.
The report can be downloaded here.

Contact persons

Åsa Snällfot, strategist for economic policy, Norrbotten Region, tel: 070-555 15 53,
E-mail: asa.snallfot@norrbotten.se

Jenny Hakeberg, process manager, Lyssnen Kommunikation, tel: 070-375 86 45,
E-mail: jenny.hakeberg@lyssnen.se

Helene Johansson, RF-SISU Norrbotten, phone: 070-686 04 49,
E-mail: helene.johansson@rfsisu.se

Daniel Sonntag, event manager, Gällivare municipality, tel: 0970-81 87 67,
E-mail: daniel.sonntag@gallivare.se

Fredrika Johansson, Director of Operations, Ebeneser Cultural Center Luleå, tel: 076-110 09 79,
E-mail: fredrika@ebeneser.nu