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Host City Summary Report Song Contest 2016 Eurovision Village found its natural home in Kungsträdgården , for centuries a popular hangout and meeting place in .

PHOTO: JEPPE WIKSTRÖM City Skyliner – a dizzying 81-metre high family attraction offering a 360-degree panoramic view across Stockholm – was built especially for the event in the heart of Eurovision Village in Kungsträdgården Park.

Eurovision Bingo in Eurovision Village. Eurovision-themed flash mob at Square. Happy Voices led by Gabriel Forss. Eurovision Village brought the festive feeling to everyone.

EuroClub, . The party hub for fans.

Contents

Stockholm Timeline Organization Results Host City from 23, 2015 & Service & Statistics Eurovision Song to May 14, 2016 Contest 2016

Karin Wanngård, From to Stockholm 16 Host City Crew 52 Summary 72 of Stockholm 13 »Come Together« tagline 18 The Task 54 Visitors 73 Eurovision throughout Allocation Draw 20 Volunteers & Hosts 55 Locals 77 Stockholm 14 Flag Ceremony 22 Safety & Security 56 Press & Fans 79 Red Carpet Event 24 Press Center & Press Service 58 Media Results 83 Opening Ceremony 26 City Dressing Production Eurovision – in Your & Sensory Dressing 64 in numbers 86 Neighborhood 30 Budget 86 Business Involvement 32 The Fans – The Heart of the Party 36 EuroClub 40 Eurovision Village 44 Broadcasts 48

92% of spectators felt that the portrayed Stockholm positively

Karin Wanngård Mayor of Stockholm Karin Wanngård Mayor of Stockholm 13

Although we were prepared when the Swedish national public tele­­vision broadcaster, SVT, chose Stockholm to host the 2016 Eurovision Song Contest, we were also humbled by the complexity of such a major event. Despite setting ourselves ambitious objectives for hosting the contest, we still exceeded all expectations. Guests, visitors, and media the city happy, with many saying that they wanted to return to Stockholm. The volunteers not only want to do it all again, but would be happy to get involved when Stockholm hosts other »Despite setting ourselves events in the future.

The report you are about to read ambitious objectives for hosting shows what an enormous impact an international event can have on Stockholm. Not only can it the contest, we still exceeded all change the impression our city makes and provide opportunities for develop­ment and employment, expectations. Guests, visitors, it also deepens cooperation and solidifies our relationships with other cities across the globe. and media left the city happy, key to Stockholm’s success is the invaluable generosity of all those who have shared their knowledge Karin Wanngård with many saying that they and showed the utmost in dedica­ Mayor tion and commitment. city of stockholm The team who planned and wanted to return to Stockholm. implemented the city’s role in the event did so in the space of less than 10 months. To achieve such city with a policy of long-term Eurovision Song Contest 2016 have The volunteers not only want good results in such a short period sustainability and a long tradition countless fantastic memories and of is testament to Stockholm’s of . We are home to a va­ are making a promise for the future considerable experience in organi­ riety of creative industries, not least – to continue to be the open city that to do it all again, but would be zing major events, often of an production, something that our guests perceived us to be, and international nature. was particularly clear during the to continue to welcome the world to Eurovision Song Contest. To help Stockholm. happy to get involved when PHOTO: LIESELOTTE VAN DER MEIJS Stockholm follows an events us learn , we measured stra­tegy that safeguards our position specific areas before, during, and Thank you to everyone who visited as a professional Host City, that after the contest. The results are and contri­buted. We wanted to Stockholm hosts other events encourages major international proof that investment pays off and offer and the world a magi­ events to take place here, and that works. Stockholm is a welcoming cal musical feast for everyone, and leverages our strengths at every Host City for events of any size. there is no doubt that we achieved in the future.« of the event. We are an open Those of us who were part of this – together!

ODENPLAN

RÅDMANSGATAN

Drottninggatan Eurovision throughout Stockholm Arlanda Airport Husby/ City Dressing 15 S:T ERIKSPLAN City Dressing Eurovision - in Your Neighborhood Brunkeberg KARLAPLAN VASASTAN Singing Tunnel Several hundred million people watched the shows on TV, Vasagatan City Dressing Sergelgatan-Kungsgatan- while hundreds of thousands enjoyed the party in the city. HÖTORGET Biblioteksgatan The festive atmosphere spread right across the city with a Vällingby City Dressing

Singing Tunnel ÖSTERMALMSTORG huge official . ’s winning songs were played Kaknästornet Landmark Eurovision – in Your Neighborhood at musical street crossings, singing , a unique ÖSTERMALM observation point, and by DJs at pools. Norrmalmstorg Square Central Station THORILDSPLAN FRIDHEMSPLAN Countdown Clock Here is an overview of the events in Stockholm. City Dressing KRISTINEBERG Hötorget buildings Kungsträdgården Park CITY HALL Landmark Eurovision Village Stockholm Live City Skyliner Eurovision Song Contest 2016 (Globe Arena), Press Center Allocation Draw KUNGSTRÄDGÅRDEN Skeppsbron (), Artist Dressing Rooms (Annexet), »Eurovision – The Party« T-CENTRALEN Welcome Party EuroClub ( Arena). DJURGÅRDEN Landmark Fan Café Kungsträdgården Park and Skeppsbron Strömsborg Stockholm staged a two-week musical extravaganza. Eurovision Landmark Village in Kungsträdgården Park became the official party venue Norr Mälarstrand- for the public, boasting two stages, food, and activities. Mälarstrand OLD The 81-meter-high City Skyliner attraction was located in the City Dressing City Dressing center of the park. The pavilion at Skeppsbron in front of the Royal was home to the official party venues EuroClub and Euro RIDDARFJÄRDEN Fan Café. Eclipse (Gröna ) Stockholm City Hall Landmark Location for the Allocation Draw and the Opening Ceremony for LÅNGHOLMEN SALTSJÖN the participating .

Norrmalmstorg Square SLUSSEN A countdown clock was installed that counted down the seconds until the Grand Final on May 14. A three-dimensional sculpture of the event’s symbol, the magic flower, played music and spread an specially designed fragrance. ZINKENSDAMM

City Dressing MARIATORGET Upon at Stockholm’s Arlanda Airport, guests were greeted GRÖNDAL HORNSTULL with the »Come Together« tagline. Airport , taxis, the , Londonviadukten and major streets in Stockholm were dressed in the event theme MEDBORGARPLATSEN Singing Tunnel – bridges were painted cerise pink and the city’s floral arrange- ments followed the event color scheme. Visual features were SÖDERMALM complemented by a number of sound installations.

LILJEHOLMEN Lightify – illuminated buildings Tens of thousands of people from around the world controlled the lighting of seven of Stockholm’s landmarks during both the Semifinals and the Grand Final. For a good song, the buildings were colored red, for a song – , and for anything else – a color from the spectrum in between. SKANSTULL Götgatan City Dressing Sound installations The city of Stockholm enthralled its visitors and resi­dents with singing tunnels, urban sound installations, and musical pedestrian crossings that played Sweden’s winning songs. ASPUDDEN ÅRSTAVIKEN

Eurovision - in Your Neighborhood HAMMARBY The week before the Grand Final saw a whole host of activities SJÖSTAD such as Swedish fika ( and cake), quizzes, Euro­vision-themed

swims with DJs, and samba football in Högdalen/Rågsved, MIDSOMMARKRANSEN Skärholmen, Husby/Kista, Vällingby, and . Singing Tunnel

Public & Other Transport ÅRSTA GULLMARSPLAN Stockholm Live The city’s metro, buses, and taxis were dressed in the event theme Semifinals and Grand Final in Globe art, which was also featured on digital signs at stations. Hosts Måns Arena, Press Center in Hovet, Dressing Zelmerlöw and made announcements on the metro. Rooms in Annexet, and »Eurovision – The Party« in the ABBA – The Skärholmen Hosted the world premiere of Good Evening Europe, a show cele- Eurovision – in Your Neighborhood Farsta Högdalen/Rågsved brating sixty years of the Eurovision Song Contest, in cooperation Eurovision – in Your Eurovision – in Your GLOBE ARENA with the EBU (European Union). Bredäng Neighborhood Singing Tunnel Neighborhood

SKÄRMARBRINK

May 23, 2015 From Vienna to Stockholm 17

Måns Zelmerlöw wins in Vienna We are all heroes! Måns Zelmer­ löw’s clear musical message secures his victory at the Eurovision Song Contest 2015 to bring the competi­ tion back to Sweden, once again. As soon as the celebrations came to an end, key organizations in Stockholm rolled up their sleeves and applied to be the Host City for the contest in 2016. SVT was first tasked by the EBU with organi­ zing the contest. Then on July 6, Stockholm was announced as the Host City for the Eurovision Song Contest 2016, at which point work commenced immediately.

December 2015 »Come Together« Tagline 19

Banners stretching along Biblioteksgatan in the city. The countdown clock can be seen in the background with a three-dimensional version of the magic flower.

From the outset, everyone agreed whole together with the City of could be seen far and wide, that the 2016 Eurovision Song Stockholm in the fall of 2015. on facades, flags, banners, and Contest in Stockholm would be pennants, around the arena, and an all-encompassing event that Come Together along selected streets and locations. welcomed and involved everyone. – A city for everyone The official design could only be The key words were passion, magic, The contest’s visual identity was used by official partners, so the theme involvement, and courage. »Come not confined to the TV screen but art was complemented by an official Together« embraced all of these. permeated the city as well. The cerise color which everyone could use SVT developed the concept as a magic flower and »Come Together« to help spread the Eurovision spirit.

The three phases of promoting the visibility of the event theme art in Stockholm

January 25 The design was presented for the first time at the Allocation Draw. How much and which elements of 23 May 2 the event theme May 15 art’s planned visibility was 20% 80% seen: 100% PHOTO: ERIK G SVENSSON Countdown clock, Flags along streets throughout Stockholm. Entire area around the Globe Stockholm Visitor All event areas in the city, e.g. EuroClub Arena, digital screens through- Center, Digital screens, and Eurovision Village, interior of the Globe out Stockholm, digital screens Welcome signs, Arena and Press Center, metro trains and in a further ten cities. Lightify Taxi Stockholm. buses, Stockholm Arlanda Airport. – illuminated landmarks

January 25, 2016 Allocation Draw, Stockholm City Hall 21

Allocation Draw The previous Host City, Vienna, handed over the »host keys« after adding its own to the bunch in line with the contest’s tradition. The »Come Together« tagline and event theme art were unveiled at the Allocation Draw. The contest kicked off on January 25, 2016 when all the key figures attended the Allocation Draw at Stockholm City Hall’s Golden Hall, an event that was broadcast live.

PHOTO: BJÖRN COLLIANDER

May 8, 2016 Flag Ceremony, Skeppsbron 23

Flag Ceremony In accordance with Swedish flag-raising traditions, on Sunday, May 8 at 8 o’clock in the mor­ning, the delegations, media, and am­ bassadors of the 42 competing countries congregated outside the Royal Palace for the first part of Stockholm’s welcome party. The flag ceremony, which was initiated by the city, is the first in the contest’s history. Soldiers from the hoisted the flags of the 42 competing countries at a unique ceremony at EuroClub, in front of the palace. The Royal played the Eurovision – Charpentier’s »« – and Sweden’s last two winning songs, »Heroes« and »Euphoria«.

May 8, 2016 Red Carpet Event, Skeppsbron 25

Red Carpet Event The fans, media, and public were able to meet the artists for the first time along a red carpet over a hundred meters long. All 42 countries took part together. The event was broadcast live on television for the whole world to follow. The red carpet was located at Skeppsbron alongside EuroClub. The parties were then taken from Skeppsbron to the Opening Ceremony at Stockholm City Hall.

May 8, 2016 The Blue Hall, Stockholm City Hall 27

Opening Ceremony 1 2 3 Every December, Stockholm City Hall plays host to a ceremony congratulating the year’s Nobel laureates. On May 8, 2016 the same honor was bestowed upon the 42 competing countries in a specially arranged event in recognition of the Eurovision Song Contest and the countries’ participation in it. 4 5 President of the , Eva-Louise Erlandsson Slorach, and Mayor of Stockholm, Karin Wanngård, welcomed guests and all six previous Swedish winners of the contest took part in the ceremony. was provided by Cirkus Cirkör, Gospel Choir, and the Royal Swed­ 6 ish Army Band. Björn Ulvaeus of ABBA topped off the cavalcade of hits with a passionate speech to the participants about the contest’s significance today for unity and understanding between peoples. He shared with them ABBA’s interna­ tional success story, which began with the band’s 1974 win in Brigh­ ton and the song »Waterloo«.

1 1974: ABBA wins with »Waterloo«. Björn Ulvaeus shares the story of the band’s success at Stockholm City Hall. 2 1984: Richard Herrey with Herrey’s »Diggi-Loo Diggi-Ley« 3 1991: Carola »Fångad av en stormvind« 4 1999: »Take Me To Your Heaven« 5 2012: Loreen »Euphoria« 6 2015: Måns Zelmerlöw »Heroes«

BjörnKarin UlvaeusWanngård Speech at the Opening Ceremony 29

»If you look at all the music which, in one way or another, has originated here and then spread around the world, Stockholm is the number one music city. We can now confirm this once and for all by hosting the final of the Eurovision Song Contest here.«

May 8 to 14, 2016 Eurovision – in Your Neighborhood, Vällingby 31

Eurovision – in Your Neighborhood Things got underway on May 8 with Swedish Fika (a tradition of coffee and cake) in five selected locations offering pastries from around the world. In the week before the final, thousands of people of all ages took part in Eurovision-themed quizzes, samba football, shows, and karaoke in Högdalen/Rågsved, Skärholmen, Husby/Kista, Vällingby, and Farsta. Here in Vällingby a Eurovision swim was organized featuring a DJ and lighting.

PHOTO: MAGNUS SANDBERG

Business Involvement Daniel Stipich Marketing Manager, NK (Nordiska Kompaniet) 33

One of the objectives in hosting the contest was to tell, in cooperation with key businesses, the story of Stockholm as a city of music and tech. Here are a few examples of what helped to create involvement and participation and to spread the party atmosphere.

The Sound of Europe On the basis of Stockholm’s strengths in tech and music, Tele2 and the agency Edelman Deportivo presented »The Sound of Europe« – the world’s first crowdsourced song. One of Stock­ Over 3,000 entries were submitted either via the Sound of Europe app or web- holm’s renowned , site, or on site at Eurovision Village in Kungsträdgården Park. »We are very proud of Sweden’s Pontus Winnberg (a.k.a. Avant and ) wrote the song »One«. The associated app went were submitted via the app, performed live at »Eurovision – musical success and wanted to on to become the most popular on the website, or on site at The Party« at the Tele2 Arena karaoke app in the AppStore Kungs­trädgården Park. The cam­ on the night of the Grand Final. during the period. More than paign had a gross reach of nearly All royalties went to the charity showcase our Swedish winners 3,000 entries from 42 countries 72 million people. The song was Radiohjälpen. through history. By dressing our storefront windows for the theme ›Music is Sharing‹, we pay tribute to the joy of music, as well as its creativity and unifying force, while also

NK’s much-loved storefronts along spreading a little happiness Hamngatan were transformed into a tribute to former Swedish winners of the contest. and consolidating NK’s role

Music is Sharing – the winners designed to symbolize and show­ their windows. Six signed portraits as a commercial and cultural and the department store case Sweden’s six winners of the were auctioned off, with the pro­ On May 4, NK department store contest. At the unveiling, several of ceeds going to charity. unveiled its storefronts – each the featured artists came to present PHOTO: DAVID THUNANDER DAVID PHOTO: theatre.«

May 14 Lightify, Kaknästornet, Gärdet 35

Lightify Stockholm Tens of thousands of people from around the world controlled the lighting of seven of Stockholm’s landmarks during both the Semi­ finals and the Grand Final in a collaborative project with lighting company Osram. For a good song, the buildings were colored red, for a bad song – blue, and for anything else – a color from the spectrum in between. The illuminated buildings could then be followed via a live stream. Lightify not only enhanced the event experience at locations around the city, but also helped to involve others around the world.

Landmarks illuminated in partnership with Osram The City Hall Tower, the Hötorget buildings, Kaknästornet, Eclipse at Gröna Lund, Strömsborg, the Globe Arena, and City Skyliner.

May 10, 2016 Strömbron The Fans – The Heart of the Party 37

Linnéa Rosén Head of EuroClub & Euro Fan Café The Fans – The Heart of the Party 39

Every event has something that makes it unique that you need to draw special attention to. For the Eurovision Song Contest, it’s the fans. The OGAE (Organisation Générale des Amateurs de l’Euro­ vision) international fan has over 20,000 active members in 37 countries. Every year they travel faithfully around the world in pursuit of their passion – from host city to host city and from con­ test to contest. Stockholm chose »We wanted to work together to include the fans from the outset and worked with them closely from start to finish. It was a conscious with those we create the decision to involve those who know the contest and the host cities best, to listen to their experiences Fans in Eurovision Village, Kungsträdgården Park party for, as we often do and wishes, and to be in constant dialog with them. This offered new insights and a fantastic opportunity with in Stockholm. to get feedback on all aspects of our work. What we learned can be EuroClub & Euro Fan Café utilized when the city hosts other Each Host City provides a Euro­ The fans were great to work with events in the future. Club – a that fans can buy a weekly pass to enter. In Fan Zone in the Press Center Stockholm we chose to merge the – they’re the ones who live and Many fans actively write blogs evening-oriented EuroClub with and run various types of fanzines. the more daytime-oriented Euro Some also report for the traditional Fan Café and opened up parts that media in their home countries. Swedish schlager queens the public could access without a breathe Eurovision every day; and Jenny From start to finish, they’re key to »Velvet« Pettersson were the ticket. The venue offered quizzes, spreading the message about the hosts for the EuroClub events. performances by participating they’re the ones who tell the event around the world. Each year PHOTO: MAGNUS RAGNVID artists, member recruitment, and roughly 400 fans are selected to entertainment led by EuroClub’s be part of the media and use the OGAE International hosts Shirley Clamp and Jenny and OGAE Sweden Fan Zone in the Press Center. In »Velvet« Pettersson. Food, music, whole world about their experi- (Melodi­festivalklubben) Stockholm they were given their All national clubs are associ- and festivities were on offer for two own lounge with workstations, ates of OGAE International. weeks from early morning well into Every that partici­ catering, and service. ences and who are the driving pates or has participated the small hours. in the contest is eligible for its own national club. There are more than 20,000 active force of the party once it begins. fans across the globe. It’s their party, and together with us as the host we created magic!«

May 2 to 14 EuroClub & Euro Fan Café, Skeppsbron 41

EuroClub & Euro Fan Café A huge two-story pavilion with space for artists, delegations, media, and 3,000 accredited fans was built especially for the event. Half of the venue was occupied by Euro Fan Café, which was open to the public during the day. When Euro Fan Café closed in the evening, the official party venue EuroClub opened for those with a ticket. It offered several bars, a floor, lounge, and a terrace with a view across the Strömmen. This is where the delegations were welcomed with a unique flag ceremony on May 8, where the red carpet was rolled out, and where the afterparties took place every night following the Semifinals and the Grand Final.

May 12, 2016 , EuroClub PressChrister Center Björkman Contest Producer 43

»It was absolutely the right choice to have the Opening Ceremony at Stockholm City Hall and to make Kungsträdgården Park the home of Eurovision Village. But what really stood out was Euro­Club’s unique location in one of Stockholm’s most beautiful places – Skeppsbron. It was magical!«

May 2 to 14 Eurovision Village, Kungsträdgården Park 45

Eurovision Village In Stockholm, what is usually a village promoting the contest’s sponsors was turned into an event welcoming all. The heart of the party – Kungsträdgården Park – offered a variety of stage perfor­ mances, entertainment, and activ­ ities for all ages in collaboration with the contest’s partners and the entire Stockholm cultural scene. An 81-meter-high tower was built in the middle of the park just for the event. City offered a unique view of the city, from high above the rooftops. The stage program was specially produced for the event each day, on two stages. All the shows were shown on the big screens in Eurovision Village, and surrounding pedestrian crossings played Sweden’s winning songs.

Some highlights from the program: • Bollywood • Songs of Freedom – a for human rights • Pride festival schlager night • Friday Night Live – a tribute to Stockholm’s hitmaker and Prize winner • Club nights, dance shows, a singalong, popular Swedish artists, the winner of Funkismello (a singing for people with disabilities), a pop-up choir, and much more

May 2 to 14 Eurovision Village, Kungsträdgården Park 47

Inspired by the islands of Stockholm, the park pond was transformed to provide lounge islands and a small stage in the middle.

May 10, 2016 TV Broadcasts and the first Semifinal – the Globe Arena 49

The Grey People SVT organized and produced the television broadcasts of the event’s Semifinals and Grand Final. This was an acclaimed and award-­ winning production that did not try to downplay the challenging times we live in. One of the interval acts, »The Grey People«, is about a group of people fleeing over land and sea hoping to reach a safer place. In the act »Man vs Machine«, three per­ formers danced in synchronization with three robots to a medley of songs. Swedish fashion was a high­ light of the Grand Final, which opened with a catwalk featuring avant-garde paper .

PHOTO: OLLE KIRCHMEIER / SVT

May 14, 2016 TV Broadcasts and the Grand Final – the Globe Arena 51

More than 200 million viewers Måns Zelmerlöw brought the contest back to Sweden. In Stock­ holm he teamed up with Petra Mede and together they entertained viewers in a way that exceeded all expectations. Viewing figures for the 2016 Eurovision Song Contest surpassed 200 million television viewers for the first time in history. It took six weeks to build the stage at the Globe Arena, and there were a total of public rehearsals including two Semifinals and Grand Final that were broadcast on television. SVT’s production has been acclaimed both in Sweden and internationally, winning the Swedish »Kristallen« for best en­ tertainment program in 2016, and the »Rose d’Or« for best European entertainment program in 2016. Hosts Petra and Måns were voted the best hosts of the decade to date in an EBU vote.

PHOTO: RALPH LARMANN / SVT

The City of Stockholm’s Organization in the Eurovision Song Contest 2016 Host City Crew 53

To organize and host an event of this scale, to such a In close cooperation with: high standard and in such a short space of time, Steering Committee requires the coordination of a number of functions Led by the City Executive and skills. The city’s various departments and The City Executive Office presided over a steer- corporations shared this responsibility, allocating ing committee consisting of representatives European Broadcasting Union from relevant departments and corporations. (EBU) (SVT) resources and skills as required. This graphic details the City of Stockholm’s organization. The EBU is the largest of public service media As host broadcaster, SVT (the Swedish national public companies in the world, with 73 members from television broadcaster) is responsible for producing 56 countries from Europe and beyond. It owns the rights the television broadcasts. This involves having primary to its crown jewel – the Eurovision Song Contest – and responsibility for television production, contracting, and Project Management is responsible for the popular website eurovision.tv. The project management. Stockholm Business Region EBU is also responsible for sponsorship and ensures that Safety & Security Project Director & Project Manager the contest and voting go according to plan. Department of Culture Head of Event Security & Security Organization • Head of event security • Security management and organization with site managers for all areas • Coordination of security services • Training of volunteers & staff • Coordination with the city’s departments and corporations • Coordination with authorities • Training of Host City Crew Project Controller • Training of relevant organizations Stockholm Business Region • Crisis management & exercises • Accreditation of 15,000 • »Hub« – information hub for the project

Communication & City Events City Hall Events Event Dressing City Logistics Volunteers & Arena City Executive Office Transport Department of City Executive Office Stockholm Business Transport Office Hosts Production Stockholm Business Culture Region Stockholm Business Stockholm Business • Press Center Region Construction, organi- • Transport Region Region (May 2 to 14) Construction, organi- zation, and content • Decorations solutions • Press service • Systems for hotels zation, and content production for: around the arenas • Land leasing • Training of Procurement of arena (January 1 to & transport production for: • Allocation Draw and in the city • Cleaning Host City Crew services from Stock- May 18) • booking • EuroClub (January 25) • Countdown • Road works • Staffing holm Live. Overall • Press hotline • Procurement of (May 2 to 14) • Flag Ceremony clock • Permits • Crew clothing responsibility and • Marketing transport • Euro Fan Café (May 8) • Flower • Singing tunnels • Manuals construction of: • Internal • Info center & (May 2 to 14) • Opening • Musical pedestrian • Globe Arena communications transport booking • Eurovision Village Ceremony (May 8) crossings Recruitment, (contest, • Event information • Hotel & transport (May 6 to 14) planning, and & commentators) • Crisis communi-­ hosts management of: • Annexet (dressing cations • Production of: Delegation hosts rooms & service Documentation (SL) • • Flag Ceremony Team leaders for the dele-­­ Eurovision • • • (May 8) Volunteers gations) – in Your Neigh- Specialist transport: • Red Carpet Event Hovet (Press borhood (five • • Delegation buses (May 8) Center & offices neighborhoods • Airport transfers Opening Ceremony for the EBU, SVT, May 8 to 14) • • Shuttle for afterparty (May 8) and the City of Graphic Design • • crew and Semifinal Stockholm) & production • delegations afterparties Stockholm • Taxis Official winner’s editorial team • • • Transport within party (May 14) • Excursion the arena program

Host City Crew Host City Crew 55

The Task The city council made the decision that the City of Stockholm would organize the hosting of the Euro­ vision Song Contest (ESC) and an agreement was signed with SVT. The city and SVT funded the event equally, along with contributions from sponsors. Stockholm had the following task:

• Arena production in all the arenas in Stockholm Live • Side events such as Eurovision Village in Kungsträdgården Park, EuroClub, and Euro Fan Café Annexet, one of Stockholm Live’s four arenas, served as the dressing area for the at Skeppsbron, as well as the artists. Opening Ceremonies • Hotel and transport logistics for all participating countries • Safety and security for all aspects Steering Committee of the Eurovision Song Contest A steering committee was created • Transport logistics and additional and consisted of representatives cleaning from the departments and corpo­ Dancers wearing Bea Szenfeld’s fantastic paper creations waiting to go on stage for the rehearsals of the Grand Final. • Hosting with 475 volunteers rations tasked with arranging the • Communication and marketing 2016 Eurovision Song Contest. • Press Center for 1,911 journalists The steering committee was • City Dressing Lotta Loosme from SVT is led by the City Executive Office and shuttled between Annexet and used the city’s events strategy as its Hovet in a golf buggy. SVT was in turn tasked by the EBU basis. The strategy details how to with putting in place the framework host sustainable events and how for the contest and putting together to establish the basic structures the guidelines for both the Host needed for Stockholm to be a pro-­ City and the broadcaster. The EBU fessional and efficient event orga­ was responsible for international nizer. It was necessary to initiate sponsorship of the event, and SVT a number of partnerships within for national sponsorship. the city as well as with businesses, Hosting an event of this nature authorities, and organizations. Project Director Jesper Ackinger on location in Event theme art being hoisted on Götgatan in Södermalm, at short notice and to a high stan­ Annexet. Stockholm. dard required broad expertise from Management Team a number of the city’s departments & Project Management and corporations. These were The SBR was responsible for Annika Malhotra, Project Manager tasked with allocating the resources from the City of Stockholm, with project managing and coordi­ and skills necessary for organizing Sweden’s participant Frans. nating procurement and fulfilled Volunteers & Hosts appointed as delegation hosts. A 2015. 18 team leaders, who are the event. all aspects of the city’s obligations. At the heart of the organization delegation host speaks the language usually employed by the city, A management group was created were the volunteers who had of the country they are allocated planned, scheduled, and coordi­ comprising the representatives applied from all over Sweden. to and is the person the delegation nated the volunteers in close of the various areas of the orga­ni­ Many had helped at other major turns to for practical informa­ cooperation with the relevant 88% of volunteers zation. Each area also appointed events, and many more enjoyed the tion ahead of the shows. Service subproject managers in each area. would likely help with project managers and consultants, chance to experience an event from staff were appointed for all areas 60 of the city’s communication another event in Stock- holm following their and the city’s existing operations the inside. A record number of of the event. The recruitment of officers provided media service. experience with ESC. were given certain tasks to per­- people applied, and 475 were volunteers began with a national form. chosen. More than 80 people were campaign at the end of December

Host City Crew A volunteer’s experience of their training 57

Safety & Security efforts and in order to identify the known as the »hub«, that provided The City of Stockholm has many stakeholders’ needs. the skills and tools needed so years of specialist expertise in The management roles of all that all areas of the event had the event security, which is one of the collaborating parties were involved information they needed. Thanks fundamental elements of the city’s in a process that covered every to a tailor-made app, everyone evolution towards being a major aspect of the event – everything could report issues that needed event city. A tailor-made security that could be prepared for, was attention. The hub compiled status organization was created for the prepared for. reports, monitored the event from Eurovision Song Contest, led by The volunteers were important an external perspective, and kept an the city’s event security manager. from a security perspective as well, eye on transport so that the organi­ Cooperation and coordination and a special training program was zation could adapt to the situation between organizations and relevant developed just for them. Over four at hand. The hub was also tasked stakeholders were fundamental three-hour sessions, around 1,000 with compiling, logging, and to to ensuring a safe and secure people were trained in the event’s some extent analyzing information environment for staff, spectators, core values, history, security, and and spread the reports to different and guests. service by the managers for each parties within the organization. The security organization co­ area of the event. The security management team ordinated, informed, and educated Part of the training program chose to be audited by an indepen­ the entire organization, as well was made available digitally to all dent party throughout the process. as authorities, and other relevant event staff, regardless of their The organization scored highly in stakeholders at both national and organizational affiliation. the audit and evaluation of its work international levels. Scenario work­ The security organization was from planning to implementation, shops were organized early on in also responsible for the coordina­ which in turn provided useful the process as part of coordination tion and establishment of an office, knowledge for future events.

» remember being very impressed by the security briefing and how professional it felt. I was never worried after the session – it gave me a lot

Volunteers and crew in Eurovision Village, Kungsträdgården Park of confidence.«

May 2 to 14, 2016 Press Center, Hovet 59

The world’s media in an ice rink Hovet, normally one of Stock­ holm’s most popular ice rinks and concert arenas, was transformed in the space of a few days. The ice was melted and the whole arena was turned into a workspace for thou­ sands of people from across the globe. The hosting was praised by media and artists alike. We brought the atmosphere of the city to Hovet and offered themed scheduled press tours. Hovet was decorated in line with the event theme art and was supplemented with wall decora­ tions featuring views of Stockholm. All of the interview rooms and areas behind the scenes portrayed the different neighborhoods of Stockholm.

Press Center & Press Service 61

Press Service provided. Besides the workspaces interview rooms, radio studios, and Staff helping out in a qualified way. The Hosting & PR Many more countries than those for 1,911 journalists and photo­ back offices were created for SVT’s, The Press Center’s staff consisted communication officers also had Many people spent long hours in participating cover the event and graphers from 70 countries, the city’s, and the EBU’s commu­ of 60 communication officers from the opportunity to meet and ex­ the Press Center and rarely had the the Host City is responsible for a flexible press conference room nications units. The rehearsals and the city’s various departments and change experiences with colleagues chance to experience Stockholm or fitting all the pieces of the puzzle was built that could seat 700 television broadcasts were shown corporations. It gave on-site media in other parts of the city. This is even have a bite to eat. This is why together. The Press Center is the people and accommodate up to live on big screens in the venue. the benefit of access to people something Stockholm benifits from we brought the city to Hovet and hub from which press service is 80 cameras. In addition, several familiar with all aspects of the city, in the long run. offered people a free Stockholm Pass that gave free entry to many of the city’s and sights, as well as short themed press tours:

• Stockholm Music Walk – created especially for the event (Stock- holm City Museum) • Introducing Stockholm – a two- hour bus tour from the Globe Arena to Djurgården Island and back • Tour – a three-hour boat trip around the Stockholm archipelago • ABBA City Walk () • ’s Millennium (Stockholm City Museum) • Stockholm Tech Scene – a visit to some of Stockholm’s most interesting music tech companies

The right to film in public places differs from country to country. In order to make things easier Behind the cameras at the Grand Final in the Globe Arena The Press Center featured views of Stockholm with all of the for international broadcasters interview rooms and areas behind the scenes portraying the different neighborhoods of the city. and commentators, we produced a media kit offering facts and

Press Center in Figures 60 communication officers from the city’s various departments and corpora- tions were on hand to provide information. 900 fixed and fully 2,000 pigeon holes for 52,000 Open for 201 hours 5 interview rooms (Östermalm, Norrmalm, equipped desks information and materials cups of coffee over 12 days Södermalm, Kungsholmen, and Skär­ gården) & 3 radio studios, all bookable digitally – a first for the Eurovision Song Contest 2 stand-up positions for TV cameras 2 moderators for press conferences and Meet & Greet 1 dedicated restaurant with catering options in the Press Center fans with their own 1 press conference room capable of section in the Press Center accommodating 80 video cameras and – Fan Zone an audience of up to 700

Press Center & Press Service PressJournalists Center in the Press Center 63

stock shots, as well as a map with Today. It started out with a week- Stockholm Editorial Team the ten best photo and filming loca­ long preliminary visit in March As a complement to the contest’s tions in the city. before it began following the official channels, a dedicated The city commissioner for film contest on location in May. This website and Facebook and was also on hand to provide service resulted in more than 50 articles Twitter accounts were created for and assistance to the broadcast about Stockholm as a destination all communication on the city’s teams. and host. event. The editorial team was Events of this size also pro­ When the world’s eyes turned responsible for the production of vide the opportunity to market to Stockholm, we wanted to por­ content in Swedish and English. the city to potential visitors from tray the city’s strengths, as well as The editorial team and back office 42 countries. Two months before its history as a world-leading city were also responsible for support­ the contest, around 200 foreign in music and tech. Good ideas ing journalists and for providing correspondents were invited to a and creative people can be found regular information to fan media press conference. The intention was anywhere, but it is the environment outlets and delegations. A press to make them aware of the link to that creates magic and turns ideas hotline was available from Janu­ their own countries and give them into reality. Thanks to the online ary, and during the summer of some inspiration for their reports campaign #thatplacewhere, we 2015, groups of journalists came on Stockholm. drew attention to the locations to Stockholm to do preparatory In addition, a strategic partner­ where artists like were born reports. was launched with one of the and where services like were biggest fan media outlets, ESC founded – www.thatplacewhere.com.

On the service for the media: »The people were great and the staff were very friendly. There was good security and accurate information, and Stockholm is a wonderful city. Overall it was very good and efficient, and the

Information and service desk in the Press Center A purpose-built studio in the Press Center for almost 100 press conferences and Meet & Greet events replies were quick.«

Kungsgatan City Dressing & Sensory Dressing 65

Stockholm took a holistic approach – in terms of strategy, practicality, and sustainability – with regard to decorating for the event in order to make it fully visible in the urban environment. Visual installations were complemented by sound and scent in several locations. The decorations could be enjoyed all the way from the City Hall, along the main shopping streets of Drottning­gatan and Kungs­ gatan, in Kungs­trädgården Park, at Skeppsbron, in Norrmalmstorg Square, along the length of Götgatan, and around the Globe Arena. Stockholm Arlanda Airport, the airport buses, and the metro was also decorated. The efforts have provided a broad basis for supporting future events with regard to how to dress the city in order to create a high impact.

Globe Arena, Stockholm Live City Dressing & Sensory Dressing 67

The Venue Area Stockholm Live and the whole area from Gullmarsplan to the Globe’s metro stations acted as the heart of the contest. For more than six weeks this was the day- to-day workplace for delegations and thousands of journalists from all over the world. Sustainability and accessibility were the focus of efforts here. This was achieved by using existing surfaces for signage such as digital signage, temporary surfaces for event information, roofs, and water hydrants that were already planned to be lagged. Thanks to the event, pathways between the arena and stations were given a permanent facelift with the removal of graffiti, repainting, new lighting, and plants. Overall, this made it a more pleasant experience for everyone in the area, and these improvements will continue to be enjoyed by Stockholmers in the future.

Countdown Clock, Norrmalmstorg Square City Dressing & Sensory Dressing 69

The Magic of Music and Tech One of the city’s goals was to incorporate Stockholm’s strengths in music and tech into the urban environment. Since the Eurovision Song Contest is a music event, it seemed natural to complement visual installations with sound. Five singing tunnels were commis­ sioned for the event, where magic could be created in a sort of jam session between visitor and tunnel. The standard audio loops at the pedestrian crossings around Kungsträdgården Park and Skeppsbron were replaced with variations on Måns Zelmerlöw’s »Heroes« and Loreen’s »Eupho­ ria«. The contest’s two hosts, Måns and Petra, made announcements at selected stations. Just two months before the Grand Final, a three-dimensional sculpture called »the magic flower« – the symbol of the 2016 contest – was unveiled at Norrmalmstorg Square. The flower counted down the days, hours, minutes, and seconds to the Grand Final, playing music from the Stockholm invention Spotify and spreading a pleasant scent. The contest was also brought to the platform (created in Stockholm) where players could create their own version of this year’s stage design.

Sietse Bakker Event Supervisor Eurovision Song Contest (EBU)

»This week, Stockholm is not just the Capital of . It’s the capital of the world!«

Results & Statistics 71

What did the media, spectators, and locals think about the event? A mega event like this is hugely important to Stockholm as an event city going forward. In connection with the Eurovision Song Contest 2016, the City of Stockholm commissioned Sweco to carry out surveys of the visitors to the various events, the accredited press, and accredited fans and bloggers. In addition, Sweco looked at how locals perceived the event, both before and after the contest. Meltwater analyzed media mentions.

How the surveys were conducted

Media-Accredited Press & Fans was sent at random to 10,000 Media Analysis During the Eurovision Song people who had bought tickets Between , 2015 and Contest in Stockholm, 1,911 people to one or more of the shows. May 18, 2016, Meltwater con­ were accredited as press. Of these, 4,473 people (45%) responded. ducted global searches for 1,495 were journalists and photo­ 94% of respondents had watched editorial articles and social graphers and 416 were fans/ a show themselves. The results media posts where Stockholm bloggers. Everyone who provided of this survey are based on these was mentioned in connection a valid e-mail address was asked to responses. with the Eurovision Song Contest. answer an online survey sent out by Posts that were only about indi­ the EBU. Of the 1,911 accredited Locals vidual artists or that just men­ journalists, photographers, and 1,000 adult residents in the City of tioned Sweden were not counted. fans, 425 responded. Stockholm answered two surveys A more in-depth content analysis – one at the end of April before the was conducted in six key markets Spectators event and another a week after the – Sweden, the UK, , 78,952 tickets were sold for a total event ended on May 14. Roughly , the US, and – to of 10 shows. Two days after the the same respondents completed measure how well the messages Grand Final, an online survey the two surveys. were received.

Summary The Host City in Figures Visitors 73

78,952 tickets were sold for the 10 made to Eurovision Village in five locations around Stockholm. The Eurovision Song Contest Specific revenues General revenues shows in the Globe Arena and the Kungs­trädgården Park during the The event also attracted other generated revenues Visiting spectators SEK 263 million SEK 282 million Tele2 Arena, but the Eurovision main event period. Tens of thou­ categories of visitors, such as of at least SEK 347 million. Press/fans SEK 57 million SEK 57 million Song Contest reached far beyond sands of fans all over the world accredited press, fans, and dele­ Visiting spectators accounted for the arenas. Articles and social partici­pated in Lightify. 3,000 gations. Of the 1,911 members the majority of visitors drawn to Delegations SEK 27 million SEK 27 million media posts had an unprecedented people contributed to Tele2’s »The of the accredited press and fans, Stockholm for the Eurovision Song Total SEK 347 million SEK 366 million reach of 61.2 billion. More than Sound of Europe«, and more than 1,754 were visitors, as were Contest. 78,952 tickets were sold 200 million people watched the 3,000 locals took part in Eurovision 1,325 accredited members of the for nine shows at the Globe Arena final on TV. 1.5 million visits were – in Your Neighborhood events at delegations. and a closing show in the Tele2 Song Contest as the main reason stated that the event was the Arena. 38,000 were unique visitors. for their trip. primary reason for their visit. Of these, 73%, or 28,000, were All of the non-local visitors’ Revenues only include visitors’ unique non-local visitors. Half of consumption is included in general consumption in Stockholm those visiting came from abroad. revenues, while specific revenues County. The cost of traveling to 93% of visitors cited the Eurovision include only that of visitors who Stockholm is not included.

Tourism revenues correspond to Employment effect Employment effect 231 full-time equivalent jobs on Specific revenues General revenues 78,952 tickets sold for the shows in the Globe Arena an annual basis. Visiting spectators 175 annual FTEs 188 annual FTEs 52,000 cups of coffee served to media representatives 1,500,000 visits to Tourism revenues correspond to from around the world Eurovision Village, Press/fans 38 annual FTEs 38 annual FTEs 15,000 accreditations processed and issued Kungsträdgården Park 231 full-time equivalent jobs on an Delegations 18 annual FTEs 18 annual FTEs 1,911 members of accredited media from 73 countries in the Press Center annual basis in Stockholm. Return 1,325 delegation participants from 42 countries traveled to Stockholm Total 231 annual FTEs 244 annual FTEs 475 volunteers visits as a consequence of the event 90 delegation hosts (at least two per participating country) are not included. Specific revenues 60 communication officers looked after the media include expenditure only by those 18 team leaders worked with the volunteers 5 singing tunnels who stated that the event was the 1 new winner, and a new Host City: ! primary reason for their visit, while general revenues include that of all SEK 347 million 475 volunteers non-local visitors. (at least) in visitor contributed to reve­nues generated by the success of the Eurovision Song the Host City Contest for Stockholm

How many non-local visitors? Distribution of spectators’ place of residence Three-quarters of ticket buyers were non-local visitors, and half of A > 27% 6,000 refillable these came from abroad. Half of B Rest of Sweden > 21% bottles of water C Rest of > 9% quenched the visitors decided to come to Stock­ D Rest of Europe > 35% thirst of staff holm between 9 and 12 months in E Rest of the world > 6% and guests advance, and 26% decided to do so F No information > 2% F between 5 and 8 months in advance. The Eurovision Song Contest was E the main reason for visiting for 93%

of ticket buyers. A high propor­ A tion of people saw more than one show. On average, each visitor saw D more than 2 shows. 53% of those 5 singing tunnels surveyed went to a show, 18% went B to two, 13% to three, and 15% had C seen four shows or more.

6 musical pedestrian crossings 27+2193562

Visitors Visitors 75

How much did visitors spend? the majority of their spend (43%), with the event. For example, media What did visitors do? opportunity to experience the city. . All activities, with the The average visitor spent followed by restaurants, shopping, representatives spent an average The vast majority of visitors (93%) More than 80% visited a restau­ exception of spending time with SEK 2,141 per day, or a total of and entertainment. of SEK 3,494 per day and a total stated that the Eurovision Song rant. 60% went shopping, and family and friends, were more com­ SEK 10,000 during their entire stay. The figures are higher among of SEK 32,500 during their stay in Contest was the main reason for even more went sightseeing. Half mon among foreign visitors than Accommodation accounted for those who traveled here to work Stockholm. their visit. They also took the of visitors visited museums and Swedish visitors.

Non-local visitors Average consump- Non-local visitors Distribution of costs Spectators What did you do during your stay in Stockholm? tion per person, per day

A Accommodation > 43% Cost categories SEK/day B Restaurants/cafés > 22% 81% Restaurant visits H I Accommodation 924 C Shopping/souvenirs > 11% D Entertainment/leisure > 8% G Restaurants/cafés 474 E Local transport > 6% F 64% Sightseeing Shopping/souvenirs 229 F Food/kiosk > 5% E G Other entry fees/tickets > 3% Entertainment/leisure 179 H Other > 3% D 60% Shopping Local transport 136 I Fuel > 1% A Food/kiosk 98 48% Museums Other entry fees/tickets 59 C Other 28 Fuel 14 B 43% Pubs/nightclubs Total 2,141 43+221186531 37% Met family and friends 10% Other

3% Nothing

SEK 10,000 the amount spent SEK 32,500 the amount spent on on average in Stockholm by a average by a non-local journalist What did visitors have to say Spectators How satisfied were you Spectators How satisfied were you non-local ESC visitor. during their stay. about the Host City? with Stockholm as the Host City for with your visit to Stockholm overall? Stockholm was rated very highly the Eurovision Song Contest? (only non-local spectators) as Host City by visitors. A Very satisfied > 79% A Very satisfied > 69% 95% were satisfied or very satisfied B Satisfied > 16% B Satisfied > 26% C Neither satisfied nor unsatisfied > 4% C Neither satisfied nor unsatisfied > 4% How long did visitors stay? Non-local spectators Number of days spent in Stockholm for ESC with Stockholm as a Host City. D Unsatisfied > less than 1% D Unsatisfied > less than 1% On average, ESC visitors stayed For many visitors, the Eurovision 5.2 days in Stockholm, com­ A 10 days > 8% Song Contest was their first D D pared with tthe average stay of B 8-9 days > 10% encounter with Stockholm, C 5-7 days > 32% C C 2.5 days for a visitor on a general D 3-4 days > 34% and they were thrilled. city break.* Swedish and Nordic E 1-2 days > 17% B visitors had the shortest stays, while B European and non-European visi­ A tors stayed longer – between 5 and E B 7 days on average. The majority of A A visitors (66%) stayed in Stockholm ESC visitors stayed in for 3 to 7 days in connection with Stockholm for an average of 5.2 days, compared with the Eurovision Song Contest. 2.5 days for non-ESC visitors.* 18% stayed longer than 8 days. D C 17% stayed only 1 to 2 days. 92% of spectators felt that the 95% were satisfied or 95% were satisfied or *Facts about the tourism Eurovision Song Contest portrayed very satisfied with Stockholm very satisfied with their visit Stockholm positively 79as a Host City +164169to Stockholm +2641 8+10323416

Visitors Locals 77

Tower in Kungsträdgården Park A city that inspires people What did locals think about the to come back Eurovision Song Contest? Stockholm is open For many of those who came The Eurovision Song Contest to everyone just for the Eurovision Song didn't go unnoticed by the locals. Contest, this was their first encoun­ 70% plan 100% of local respondents to to return in Love the concept and ter with Stockholm and they want 1–5 years the second survey of locals knew it was implemented to return. 7 out of 10 visitors (70%) that the event had taken place. fantastically will or will most likely return within The people of Stockholm enjoy 1 to 5 years to explore the city. This big events, and the Eurovision POPULAR! corresponds to potential tourism Song Contest boosted their posi­ revenues of SEK 68 million. tivity towards all kinds of events. A quarter of locals visited the event areas in Kungsträdgården Park and at Skeppsbron. Here are some of The locals were more the things they liked best about the positive about the event Eurovision Song Contest. in all respects. Here are a few of the things they liked best about the Eurovision Song Contest.

How do visitors perceive Spectators Stockholm is... Stockholm? Visitors perceive Stockholm as an A Open F Energetic B Welcoming G Dynamic open, welcoming, innovative city C Innovative H A leading music city Locals What is your attitude/point of characterized by diversity. Stock­ D Characterized by diversity I Leader in tech view to the Eurovision Song Contest holm is also perceived as a vibrant, E Vibrant J Unexpected having been held in Stockholm? Increased EVERY- Musical tourism energetic, and dynamic city that THING! crossings is a leader in music. On a 10-point 8.8 8.7 8.2 Before After scale, where 10 is the highest score, 8.0 7.9 7.8 7.6 7.5 8.0 Very positive 28% 42% the average score for the city was 8. 7.3 7.1 Fairly positive 31% 28% Neither positive 27% 23% nor negative Fairly negative 6% 4% Very negative 5% 3% No opinion 3% *

*Response option not included in the post- event survey 10-point scale where 1 = not at all and where 10-point scale 10 = very much. A B C D E F G H I J Locals To what extent do you agree with the following statements?

Before ESC After ESC Difference in Press & Spectators average rating average rating average rating Fans The storytelling of Stockholm one of the world’s leading exporters It provided new experiences ESC portrayed Stockholm in a positive light 7.1 7.9 0.8 8.8 9.2 Events create ambassadors for of music, it is also second only to in which music and tech come ESC increased the number of visitors to 7.3 7.9 0.6 9.0 Stockholm. They bring their Silicon Valley in terms of being the together, such as musical crossings Stockholm experiences, emotions, and stories birthplace of the greatest number that tick to the beat of Sweden’s ESC was perceived as welcoming 7.8 * 8.9 9.2 of the city to the world. Stockholm of international tech giants – tech winning songs, or the opportunity ESC had a high international status 6.6 7.8 1.2 9.1 9.4 is the city where global successes unicorns. The Eurovision Song for players of Minecraft (also born ESC strengthened the image of Stockholm as a 6.4 7.3 0.9 8.2 8.2 such as Avicii, Spotify, and ABBA Contest gave the city the opportu­ in Stockholm) to create their own city of music were born. Not only is Stockholm nity to showcase all of this. version of the 2016 stage design. ESC increased global awareness of Stockholm 6.9 7.3 0.4 8.2 8.7

Locals Press & Fans 79

What do the locals think more 1,911 people – of whom 1,495 were Locals Are you positive about major events being held in Stockholm? 89 % generally about major events in journalists and photographers of the press Stockholm? (press) and 416 were fans/bloggers and fans were satisfied or very Generally speaking, the locals are D > 3% – visited Stockholm for the Euro­ Before A B C satisfied with satisfied or very satisfied with the E > 1% vision Song Contest. Half of all ESC 38% 40% 15% F > 2% the Press Center, range of major events in the Stock­ 390+400+150+30+10+20 the accredited press and fans came the press A B C D > 4% holm region. 63% are very satisfied After E > 1% from abroad. 90% of the non-local service they ESC 46046% +33033% +13013% +40+10+30 F > 3% received, or fairly satisfied. A low proportion press and fans stayed in Stockholm the organization,­ and the standard of locals (7%) are fairly or very A Very positive at least five days, and 30% of these of the work unsatisfied with the range of events B Fairly positive stayed between 10 and 14 days. environment. (not in the table). The Eurovision C Neither positive nor 79% of locals were fairly 20% stayed more than 15 days. negative or very positive about Song Contest made the locals even D Fairly negative major events being held in more positive about major events E Very negative Stockholm in Stockholm. Before ESC, 78% of F No opinion locals were fairly or very positive about major events. After the event, Non-local press & fans Number of days spent in Stockholm Distribution of the media (press and fans/bloggers) place of this percentage increased. for ESC residence

F A 1-4 days > 11% A Stockholm County > 27% B 5-9 days > 41% B Rest of Sweden > 21% E C 10-14 days > 29% A C Rest of Nordic region > 9% D 15 days > 17% D D Rest of Europe > 35% E Rest of the world > 6% A F No information > 2% Locals After ESC: Did the events during ESC present any difficulties for you? D

C B B 89% of non-locals stayed for more than 5 days C

Difficulties 11+412919 27+2193562 18%

What did journalists and fans respect of six out of ten aspects of Press Roughly how many days did you think about the Press Center? the Press Center. The overall assess­ visit the Press Center? Virtually all accredited media ment of the working environment A 5-9 days > 41% representatives visited the Press for the media also got high marks. B 10 days > 32% Center during their stay in 89% of press and fans were fairly C 3-4 days > 18% Stockholm. Three-quarters of or very satisfied. D 1-2 days > 8% E 0 days > 11% people stated that they visited the E No difficulties center on five or more days. Almost 82% one-third spent ten days or more in D the Press Center. Of these, the vast majority were from the press. C The Press Center was over­ A whelmingly praised by its users. In particular they mentioned the professional attitude of the staff, the organization, and the high B of service they experienced. Just 82+18 over half give the highest rating in 41+321881

Press & Fans Press & Fans 81

What did journalists and fans Press & Fans How well were you Press & Fans Overall, how satisfied are Did the message of Stockholm Press & Fans How well do you think the message came through that Stockholm is think about Stockholm and how treated in Stockholm? you with the Eurovision Song Contest being an open, music and tech a leading city in terms of openness, music, and tech? they were treated? in Stockholm in 2016? city come through? A Very well Stockholm was highly regarded for A Do you feel that you were well A Very satisfied > 61% Sweden is a leading global exporter B Fairly well its hosting of journalists and fans. treated in Stockholm? B Fairly satisfied > 30% of music, and the City of Stock­ C Not so well B Do you feel that Stockholm is C Neither satisfied nor unsatisfied > 3% On average, press and fans rated holm is one of Europe’s foremost D Not at all an open and welcoming city? D Fairly unsatisfied > 3% E No opinion the way they were treated as 9 on a E Very unsatisfied > 3% tech hubs thanks to companies like 10-point scale, where 10 is the best. Spotify, Skype, and , as well 91% are very satisfied or Open- A B C D > 3% A 9.0 ness 60% 29% 4% E > 5% They found Stockholm to be an fairly satisfied as games such as Minecraft and 600+290+40+30+50 open and welcoming city to almost Candy Crush . Being open and 8.9 the same degree. B welcoming are two values that are Music A B C D > 2% D E 57% 33% 4% E > 4% Many of the journalists and C high on the city’s agenda. Hosting 570+330+40+20+40 fans had been to the Eurovision 10-point scale where 9.0 the Eurovision Song Contest was 1 = not at all and A B C D > 4% Song Contest several times before an opportunity to consolidate the Tech 32% 37% 17% E > 10% 10 = very much. 320+370+170+40+100 and so could compare their perception of Stockholm in relation ex­periences and the service they B A to these values. The opinions of received in Stockholm with that journalists and fans were important in previous host cities. Even then, indicators of how successfully these Press & Fans To what extent do you agree with the following statements? 91% answered that they were fairly values were communicated. or very satisfied with Stockholm’s The message that Stockholm is A ESC had a high international status hosting in 2016. 60% said that they a city of music and tech came B ESC was perceived as welcoming C ESC portrayed Stockholm in a positive light were very satisfied. through – 89% of press and fans D ESC strengthened the image of Stockholm agreed or strongly agreed with the as a city of music E ESC increased global awareness of Stockholm 61+303 message that Stockholm is a city Press How satisfied are you with the Press Center in terms of how you are treated, service, security, location, accessibility, of music and tech. 90% agreed or press conferences, information, refreshments, and space? strongly agreed with the message that Stockholm is a music city, 9.0 A Very satisfied A B C D > 2% while 69% agreed or strongly agreed B Fairly satisfied Treatment by staff E > 2% 69% 22% 5% F > 1% that it is a tech city. 60% of press C Neither satisfied nor 680+220+50+20+20+10 unsatisfied and fans felt that the message about Level of service D > 3% D Fairly unsatisfied A B C E > 1% openness and music fitted with their A 9.1 received from staff 64% 23% 7% E Very unsatisfied 650+230+70+30+10+10 F > 1% own perceptions. F No opinion Press and fans also felt that B 8.9 Security A B C D > 3% 62% 26% 6% E > 2% ESC increased global awareness of procedures 620+260+60+30+20+10 F > 1% C 8.8 Stockholm. On a 10-point scale, Location & D > 4% D 8.2 A B C E > 3% where 10 is the highest, press and accessibility 59059% +28028% +505%+40+30+10 F > 1% fans gave an average score of 8.2. E 8.2 The score was even higher for the 1 = not at all and 10 very much. 10-point scale where D > 6% WiFi A B C E > 3% statement on whether press and 52% 26% 9% F > 4% 520+260+90+60+30+40 fans agreed that ESC portrayed D > 4% Stockholm in a positive light. Transport A B C E > 3% 51051% +24024% +1009% +40+30+80 F > 8%

Information D > 4% A B C E > 2% offered 46% 37% 10% 460+370+100+40+20+10 F > 1% 82% of journalists and D > 6% fans thought that Coffee & water A B C E > 3% 46046% +28027% +13013% +60+30+40 F > 4% the Eurovision Song Contest strengthened the A B C D > 3% Press conferences 44% 33% 10% E > 1% image of Stockholm 440+330+100+30+10+90 F > 9% as a city of music and that it raised Workspaces & D > 5% A B C E > 4% global awareness interview rooms 38038% +35035% +10010%+50+40+80 F > 8% of the city.

Press & Fans Media results 83

How much did media spend? Press & Fans How likely are you to return to Stockholm? How much media attention did Positive messages China. The city’s keywords The average journalist or fan spent Stockholm receive as Host City? Meltwater conducted an in-­depth and the event’s messages – magic, SEK 3,497 per day during their stay A Absolutely certain The media impact for Stockholm content analysis of the 715 edi­­- openness, music, and tech – were B Probably in Stockholm, which is higher than C Maybe during the Eurovision Song torial articles published in six individually or collectively men­ the daily spend of other visitors. D Probably not Contest was huge. The whole key markets: Sweden, the UK, tioned in 86 articles (12%). In total, an average journalist E Absolutely not world watched the event and the Germany, France, the US, and or fan would spend SEK 32,500 geographical spread was global. Privately during their entire stay in within 1 A B C D E > 3% The results are amazing. to 2 years 42% 16% 22% 18% Stockholm. The cost of travel to 410+160+220+180+30 Between July 15, 2015 and May 18, Press Key ratio, reach Stockholm is in addition to this. Privately 2016, 54,026 editorial articles and within 3 A B C D > 6% Accommodation accounts for the to 5 years 45% 25% 22% E > 2% 149,150 social media posts were 450+250+220+60+20 Articles Reach Advertising majority of expenditure (47%), written. Only articles and posts value For work followed by visits to restaurants, A B C D where Stockholm is mentioned within 1 E > 9% Sweden 529 163.3 million SEK 29.4 million shopping, and entertainment. to 2 years 17018% +12012% +29029% +33033% +90 in connection with the Eurovision Germany 120 102 million SEK 18.4 million Song Contest have been counted. For work UK 31 239.7 million SEK 43.1 million Will press and fans return? within 3 A B C D E > 8% Articles that are only about indi­ to 5 years 20% 13% 34% 25% Many members of the press and 200+130+340+250+80 vidual artists or that just mention France 21 78.1 million SEK 14 million fans follow the ESC from year Sweden were not counted. USA 12 6 million SEK 1.1 million to year. Nevertheless, Stockholm Germany and the UK are at the China 3 5.4 million SEK 972,000 managed to exceed their expecta­ top by a wide margin in respect of Total 715 557.8 million SEK 100.4 million tions. Nearly half (46%) thought the number of articles published, that the event in Stockholm was followed by the and better than they had expected. host country Sweden. Roughly the same number (47%) stated that the event was about as they had expected. ESC attracted Awareness outside of Europe is that the American artist Justin social media posts. Sweden comes participants from 42 countries, Most notable is the US, which, Timberlake performed his new out as the clear number one. Twit­ which provided the opportunity to despite not participating in the song – written by Stockholm-born ter stands out as by far the most market Stockholm to more coun­ contest, ended up in the top. This Max Martin – to the European significant channel in terms of the tries. Did it whet the appetite? is partly due to the fact that the crowd as one of the interval acts volume of posts on social media. In answer to the question contest was broadcast in the US during the Grand Final. The US 60% of all posts mentioning Stock­ »How likely are you to return to for the first time. Another reason is also second-highest in terms of holm were published on Twitter. Stockholm privately within 3 to 5 years?«, 45% answered that they would most certainly come back. Press Top publications, reach This figure rises to 70% when including those who answered that they would probably come back. If all of these people did return, it would generate tourism revenues of SEK 68 million.

87 % answered that 68,000,000 ... revenues they will certainly or that would be generated for probably return within Stockholm if the journalists 1 to 5 years returned within 1 to 5 years

2 billion 3 billion

Media results 85

Sweden 3,346 articles UK 11,272 articles

Germany 15,972 articles

France 1,821 articles

USA 6,922 articles

China 230 articles

Eight times around the world The reach of all articles and posts is estimated to be 61.2 billion potential readers. By comparison, this equates to each person on the 2,237 articles planet hearing about Stockholm as the Host City for the Eurovision Song Contest 2016 eight times. The British the Daily Mail had the biggest reach. British 149,150 posts 54,026 editorial articles publications top the list for reach, on social media about about Stockholm while the German media top the Stockholm as the Host City as the Host City list for the number of articles. The greatest total number of articles were published by the AP agency (). The cerise circles show editorial impact.

SVT’s production in numbers Thank you! Merci! Tack!

TV broadcasts Rarely have so many Stockholm Not only is the Eurovision Song residents, companies, and organi­ Contest one of the world’s oldest zations worked so together televised competitions, it is also one to offer our visitors a unique of the biggest. 204 million viewers experience of and in our capital worldwide watched the Grand 143 kilometers 5,397 parts city. Thank you from the bottom of cable sent the needed to build Final in the Globe Arena on right signals at the back wall of of our hearts to all of you who May 14. Here are some facts about the right time the stage made Stockholm a magical and the stage production. successful host for the Eurovision Song Contest 2016. Many thanks

1,397 meters of trusses (the basic to SVT for its confidence in us, and structure of the construction) to the EBU for its cooperation. 900 square meters of high-resolution Thanks to everyone who helped to LED screens and 40 projectors (the world’s largest video projector) created entertain millions not only in the the stage imagery contest itself, but around the city as 220 people were needed for each TV well. A special thanks to the city of broadcast 179 trucks were needed to transport all Malmö, which so generously shared the equipment its experience of hosting the contest 109 tons of equipment was hung from the in 2013. ceiling 65 tons is how much the stage weighed 45 people were needed to operate the lighting for one show 40 cameras, 50 people and 2 image-­ producers ensured that the right pictures were broadcast 32 people were required to get the sound to work, using 134 speakers, 64 micro- phones, and 7 sound tables 30 launchers for pyrotechnics and a 65 tons is how much the further 30 for fire effects Globe Arena stage weighed 3.5 centimeters is how deep the Globe 15 kilometers Arena sank from the start of construction of high-voltage on April 4 until the final was over power cables

City of Stockholm Eurovision Song Contest 2016

City of Stockholm’s budget Publisher: Anna Klynning, Head of Communications, City Executive Office Budget & Returns This corresponds to an overspend audience visits which are due to Production: Small World Stockholm’s budget for hosting of 0.7%, or SEK 717,000. Staffing the city have not yet been included. Project Manager: the contest was just over SEK 101 costs for employees within the city Measurements indicate that the Lisa Nilsson million and covered all of the city’s have not been charged to the event generated SEK 347 million Editorial Team: Anna Klynning, Ann-Charlotte Jönsson, areas of responsibility, including project. As at the time of publi­ specifically in tourism revenues. Christina Grönskog security and arena production. The cation of the report, some reve­ This is equivalent to 231 FTEs. Art Direction & Graphic Design: final cost totaled SEK 101,807,000. nues generated by the arenas and Nils Jarlsbo Cover Photo: Alma Vestlund / Studio Emma Svensson Photography: Adrian Pehrson, Frida Möller, The city spent Beata Holmgren, Alma Vestlund, SEK 101.8 million on the event Emma Grann / Studio Emma Svensson (unless stated otherwise) Translation: Richard Green & Anne Marie Jackson Artwork ESC2016: Tourist revenues relating to the Eurovision Song Contest generated INGO SEK 347 million for Stockholm Printing: TMG Stockholm