Mikael Ahlerup
General Manager/CEO of Astrid Lindgren’s World
Theme Park in the south of Sweden based on the stories from Astrid Lindgren
Astrid Lindgren1907-2002
Where it all started
Where it all started
Filming location for the movie; Emil in
Katthult
Filming location for the movie; Emil in
Katthult
Näs, Astrid Lindgren’s childhood
home
VimmerbyThe tiny, tiny town often referred to in Astrid Lindgren’s
books
and how it all started
“Once upon a time there was a small, small fairy tale village…”
...that over the years became...
Park area: 13 hectares
Employees:25 permanent and 330 seasonal employees
Open: Middle of May to end of
August and weekends in
September
Daily Program:
6 shows
played from 2 stages
and over 50 different
scenes played from
8 different stories
Visitors: 423 000 visitors 2008 (32% of them where foreign citizens)
10 shops
4 restaurants
15 food outlets
2 200 parking spots
our own train station right outside the parks main entrance
Our own holiday village and camping site next to the park for approx. 1000
guests
Six partner hotels in the direct area
In the built up storybook settings inside our park we perform extracts from Astrid´s best-loved books every day. More than 60 of her most popular children´s characters transform Astrid Lindgren´s
World into a magical land of make-believe and entertainment
Our Advisory Board 6 People who was close to Astrid Lindgren Advisory to GM and the Board of Directors concerning things like program, marketing, new projects and new products Our garanti in the case of us doing the right thing now and in the future in relation to the spirit and intention of Astrids Lindgrens authorship
Business statement
With the intention of Astrid Lindgrens authorship as our guideline, make her
stories and the environments in them come alive for all her readers
By doing that as true as we can we will give Astrid Lindgrens World
a unique and genuine profil
•Preserve and protect the intention in her authorship•Maintain the interest for her stories and all the characters•Stimulate our visitors to increase there reading, both adults and children
We shall:
Our target groups :
Children 2 – 9 years living in Sweden and there families
Childrens 2 – 9 years living in DK, D, NO, SF, NL, and there
familiesSchool classes elemantary school
Our corner-stones
Settings
Theatre
Meetings
Play
The kind of play that you will find in the books–
let your imagination run wild!
Focus on every staff member being a key element of the experience “…there are no small roles...” All the stores, restaurants are adapted for the purpose of the park Food choices Souvenirs are only marketed as part of the experience; and many are exclusive for the park Minimal representation of other brands Marketing, advertising, etc.
The illusion is maintained everywhere!
The entire park is one big ”stage”
Before - Classic marketing
Now; Storytelling about ” Astrid Lindgrens World”
Vimmerby, a small town with only 7.000 inhabitant
And over 400,000 visitors per year
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Barnsemester.se70 000 families voted
and
Astrid Lindgrens Worldwas elected Best Theme Park in Scandinavia 2009
Childrens touristguide50 000 families voted
and
Astrid Lindgrens Worldwas elected best Tourist attraction
in Scandinavia2009 second place ;Legoland,Denmark,
third place; Liseberg Sweden
one of the world´s most translated authors after William Shakespeare
Thank you!www.alv.se