The Challenge. The annual & much beloved Spot Festival welcomes 8000 music lovers & presents up to 200 concerts within 3 days. But how is is possible to create an even stronger connection beyond already attending festival guests and to entice the entire city to participate and be part of the Spot Festival univers. These where the exact questions Spot challenges us with and to come up with a strategic and long lasting solution that will create value for years to come.
The Kickoff. With free concerts in the dead center of Aarhus and a paid closed festival space in walkable distance, we chose to create a free yet cultural exciting hangout hub in the middle at the major event space Ridehuset functioning as a breathable & enticing waterhole. With a diverse and ever-changing program we hosted a large vinyl market, Sneaker expo, chill out-festival ‘Sommer.Chillout.Aarhus', music specific networking events and continous collaboration with Denmark’s strongest street food market ‘Kødbyens Mad og Marked’. With a huge disco ball hovering over peoples heads the sparkeling mood was set for a joyful, cool and mouthwatering breather between official Spot Festival concerts.
The Win. With more than 8000 people interacting with our takeover of Ridehuset and its surrounding courtyard we made a hell of an imprecision og new and old Spot Festival lovers looking for the best bite, chilling beer hangout-spot and recuperation before the next big Spot Concert. The Vinyl market was heavily attended with more than 1500 people tuning in to this niche community and the sneaker expo was a massive success with more than 1000+ att on social media and even more turning up with their freshest sneakers on. Probably the most important win was the appreciation and high fives from the Spot Festival chiefs calling it 'the best idea and execution of Ridehuset we have ever seen’ within the festival period!
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Andreas Nielsen is your man on this project.
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