The Rise and Fall of Lost Weekend: a Case Study
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Running head: THE RISE AND FALL OF LOST WEEKEND: A CASE STUDY The Rise and Fall of Lost Weekend: A case study Master’s thesis Inghild Stien Thorvaldsen Student number 895632 University of Stavanger 2012 Advisor: Reidar Mykletun Norwegian School of Hotel Management The Rise and Fall of Lost Weekend: A case study 2 FACULTY OF SOCIAL SCIENCES, NORWEGIAN SCHOOL OF HOTEL MANAGEMENT MASTER’S THESIS STUDY PROGRAM: THESIS IS WRITTEN IN THE FOLLOWING SPECIALIZATION/SUBJECT: INTERNATIONAL HOTEL AND TOURISM LEADERSHIP FESTIVAL FAILURE IS THE ASSIGNMENT CONFIDENTIAL? NO TITLE: THE RISE AND FALL OF LOST WEEKEND: A CASE STUDY AUTHOR ADVISOR: INGHILD STIEN THORVALSDEN REIDAR MYKLETUN Student number: Name: NORWEGIAN SCHOOL OF HOTEL MANAGEMENT 895632 ………………… ……………………………………. ACKNOWLEDGE RECEIPT OF 2 BOUND COPIES OF THESIS Stavanger, ……/…… 2011 Signature administration:…………………………… The Rise and Fall of Lost Weekend: A case study 3 EXAMINATION FORM FOR MASTER’S THESIS Norwegian School of Hotel Management Study program: _________________________________________________________ Specialization: _____________________________________________________ Year: ______ Is the assignment confidential? __ NO __ YES until: ______month _____ year (Max 2 yr) To be completed by the department Thesis submitted in 2 copies:___________________________________________(date) Signature of receiving department_______________________________________ Author (s): Student number: Name: Title ___________________________________________________________________________ ___________________________________________________________________________ English Title ___________________________________________________________________________ ___________________________________________________________________________ This assignment has been rated: _________________ letter Sensor: ______________________________________________________________________ Place/date signature Advisor: ______________________________________________________________________ Place/date signature Exam results registered in the database: ______________________________________________________________________ Place/date signature The Rise and Fall of Lost Weekend: A case study 4 Abstract From humble beginnings at the local pub Loftet at Askøy, Torsdagsklubben utilized their social networks and human abilities to gather musicians, finances, equipment, and a location to create a festival named Lost Weekend. In few years, Lost Weekend was on its way to become one of the largest festivals at Vestlandet1, but after ten years of production the festival was discontinued. The research question of this thesis was “why festivals fail”. To answer this question, in the case of Lost Weekend, a capital framework and product life cycle theory was applied. Life cycle theory was used to establish if there were differences in use of capitals during the life cycle stages. The capital framework had its start with Bourdieu’s (1986) cultural capital, where an additional six has been added during the years. All seven capitals in the capital framework were for the first time applied by Mykletun in his study of Ekstremsportveko in 2009, where the administrative capital were described and added. All ten years of Lost Weekend were analyzed through the capital framework, and attempts were made of identifying the festivals progress through its stages of the product life cycle. Key words: Festival failure, capital framework, life cycle theory, Lost Weekend 1 Vestlandet is a name for the western part of southern Norway. It includes the four counties Møre and Romsdal, Sogn and Fjordane, Rogaland, and Hordaland The Rise and Fall of Lost Weekend: A case study 5 TABLE OF CONTENT ABSTRACT........................................................................................................................... 4 PREFACE ............................................................................................................................. 8 Askøy. ............................................................................................................................................................. 9 LOST WEEKEND..................................................................................................................................................... 10 THE PROBLEM ....................................................................................................................................................... 11 RESEARCH QUESTION.............................................................................................................................................. 11 THEORETICAL CHOICES ..................................................................................................... 13 Defining planned events............................................................................................................................... 13 Defining festivals. ......................................................................................................................................... 14 Stakeholders................................................................................................................................................. 16 Event organization. ...................................................................................................................................... 17 CAPITAL FRAMEWORK............................................................................................................................................. 18 SEVEN CAPITALS TO EVALUATE FESTIVALS.................................................................................................................... 18 THE LIFE CYCLE OF AN EVENT .................................................................................................................................... 20 Resource dependency theory........................................................................................................................ 20 Organizational learning................................................................................................................................ 22 LIFE CYCLE THEORY................................................................................................................................................. 22 PREVIOUS RESEARCH ON LOST WEEKEND ................................................................................................................... 25 THEORETICAL DATA ANALYSIS MODEL......................................................................................................................... 25 METHOD........................................................................................................................... 27 HISTORICAL RESEARCH; A QUICK INTRODUCTION .......................................................................................................... 28 Sample.......................................................................................................................................................... 28 Newspaper articles....................................................................................................................................... 29 Private archives. ........................................................................................................................................... 30 Interviews. .................................................................................................................................................... 30 Survey........................................................................................................................................................... 31 DATA ANALYSIS ..................................................................................................................................................... 33 Reliability and validity. ................................................................................................................................. 33 Critique to data analysis............................................................................................................................... 34 Pre‐understanding and reflexivity. ............................................................................................................... 35 RESULTS IN TIME‐LINE ...................................................................................................... 37 A brief history of Askøy rock......................................................................................................................... 37 The entrepreneurship. .................................................................................................................................. 40 Before we begin............................................................................................................................................ 42 YEAR 1: LOST WEEKEND 2001 ................................................................................................................................ 43 Summary 2001. ............................................................................................................................................ 47 YEAR 2: LOST WEEKEND 2002 ................................................................................................................................ 50 Summary 2002. ...........................................................................................................................................