Professional Documents
Culture Documents
CONTENTS
MEET THE WORLD IN GOTHENBURG ............................... 4 GOTHENBURGS IMAGE ................................................... 7 GROWTH FOR THE 19TH YEAR IN SUCCESSION .............. 9 A YEAR OF MEETINGS THAT BROKE ALL RECORDS ...... 10 CRUISES A HOT TRAVEL TREND ................................. 13 GOOD YEAR FOR AIR TRAVEL ........................................ 14 BEYOND THE NORDIC MARKET ..................................... 16 STIFF COMPETITION FOR EVENTS ................................ 18 CULTURE FESTIVAL DRAWS BIGGER CROWDS THAN EVER ....................................... 22 TEN-DAY SCIENCE FESTIVAL ........................................ 24 PERSONAL ENCOUNTERS ............................................ 25 DESTINATION CAMPAIGNS IN PARTNERSHIP ............... 26 SPINOFFS FROM WHEEL ............................................... 31 SWEDENS BEST CITY GUIDE.COM ................................ 32 SUSTAINABILITY GIVES COMPETITIVE EDGE ................ 34 HOW THE INTERNATIONAL TRAVEL PRESS SEES US ... 36 CITY & INDUSTRY IN PARTNERSHIP ............................. 38 AND THE WINNER IS .................................................. 40 IN BRIEF ..................................................................... 42 ORGANISATION .............................................................. 44 EMPLOYEES AND THE WORKING ENVIRONMENT ......... 45 FINANCIAL REPORT ....................................................... 50
The 1923 world exhibition attracted 4.2 million visitors and was held to celebrate the 300th anniversary of the city. Liseberg amusement park, the Swedish Exhibition Centre, the Museum of Art, the Botanical Garden and Torslanda Airport were all created at this time. It marked the establishment of Gothenburg as a city for tourism, meetings and events.
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Gothenburg has a tradition of hosting centenary events that leave a lasting mark on the city. The citys 400th anniversary will likewise serve as a focal event for the continuing development of Gothenburg and the region as a whole. Organising a 400th anniversary that focuses on the future requires a plan that takes into account the needs of Gothenburg as a whole and has the best interests of the people of Gothenburg at heart. Gteborg & Co has been entrusted to direct and co-ordinate the process of producing the centenary plan, including a vision, goals, strategies, activities and projects.
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GOTHENBURGS IMAGE
The image of Gothenburg is important in giving the citys residents pride in their city and ensuring they enjoy living here. It is important for attracting visitors to the city and it is what attracts companies to set up business here.
A large number of people help to build the image of our city and bear the message of Gothenburg in one form or another. Gteborg & Co has been assigned by the city to assist with the marketing and development of Gothenburg as a destination. The company works actively and purposefully in this role to build the image of Gothenburg and create a strong brand. This brand is created through all our contacts with the outside world: in our marketing communications, in the product we offer, in situations where others encounter the brand and, not least, in the way that customers, tourists and visitors are greeted by the people who represent Gothenburg. Our desired image is therefore shaped by everyone, everywhere. This means we are all part of the brand and destination Gothenburg. The current perception of Gothenburg is of an open, friendly and reliable city. This is the image that tourists, organisers, decision-makers and other members of our target audience have of Gothenburg, according to various surveys carried out over the years. We are open and welcoming but not always as surprising or interesting as we might like. Development is rapid, and as a consequence Gothenburg is undergoing big changes. A completely new generation is taking its place and developing new, creative and mould-breaking technology, advertising, architecture, music and fashion. This in turn will play a part in shaping the desired course of the Gothenburg brand. Gothenburg must be perceived as offering: attractive and inspiring experiences with a human face. To strengthen and develop the Gothenburg brand even further Gteborg & Co invites other stakeholders in the destination to collaborate on marketing. Companies and organisations that are part of destination Gothenburg can help to build tomorrows image of a familiar, positive and attractive destination. The first step is to identify the unique assets that are the essence of a destinations appeal and which can be built into a strong identity. Building these assets into a compelling and authentic identity is the key to success.
(The Power of Destinations)
rainbow
The graphic identity of the city is one of several important cornerstones in the creation of a strong brand, and helps to shape the image we want to project to the outside world. An integrated graphic identity creates a professional impression and reinforces our messages in a positive way.
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Cardiovascular Spring Meeting (April) European Soc of Human Genetics (June) FEBS Biochemistry (June) World Cong of Sociology (July) IFLA Library Association (August) Surgery Week (August) SICOT Orthopaedic Surgery (August) VIND (September) EADV Dermatology (October) ECTRIMS MS (October) Prosecutors AGM (November) Deontological AGM (November) Swedish Society of Medicine AGM (December)
1250 1900 1550 5007 3530 1 600 2500 1460 7300 6300 1200 9 000 6800
MEETINGS IN 2010 WITH MORE THAN 1,000 DELEGATES NUMBER OF CONGRESSES: 114
The British cruise ship Balmoral sailed into the Port of Gothenburg on 3 December. On board were one thousand Brits looking forward to new experiences and a chance to enjoy Gothenburgs Christmas festivities.
HELLO: Olle Lark, professor and dean of Sahlgrenska Academy, and chairman of the 19th Congress of the European Academy of Dermatology and Venereology (EADV), held in Gothenburg on 610 October. This was one of last years largest congresses, and drew 7,300 delegates from all over the world.
How long did it take to bring the congress to Gothenburg?
The first attempt was ten years ago, when we lost to Amsterdam. We took up the baton again in 2006 and this time it went our way.
Gteborg & Co. There was some debate at the start about which city in Sweden we should put forward, but we managed to agree to put in a bid from Gothenburg.
Eight years ago, the city had five cruise stopovers, while bookings for 2011 have already reached 45 vessels. As ships become larger, the number of passengers has also grown. Gothenburg is Swedens third most popular cruise destination after Stockholm and Visby. In just five years Gothenburg has doubled its number of stopovers. In other words the growing popularity of cruises is not the sole explanation for the upward trend in Gothenburg. The increase is also a result of active collaboration between the Port of Gothenburg and Gteborg & Co. It is part of an assertive marketing campaign to put the city on the map as a popular cruise destination.
SOURCE OF REVENUE
The average cruise tourist spends about SEK 800 during a one-day stopover. This years 51,700 cruise tourists have spent over SEK 40 million on shopping,
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GASTRONOMIC TOURISM
In February, Gothenburg was visited by representatives of Delice member cities in conjunction with the Kungsfenan award ceremony. This was a wellpublicised and popular culinary week that turned the spotlight on fish and gastronomy. The Delice network of good food cities of the world gives Gothenburg the opportunity to exchange ideas with prominent colleagues from every corner of the gastronomic world. Cities with culinary traditions learn from each other and three-star chefs have the opportunity to swap experiences and act as guest chefs at Gothenburg restaurants.
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TRENDS IN SPORT
Action sports on land and in water are increasingly popular sports events. The brand value of this type of event is growing, and they tend to attract a younger audience. Gteborg & Co is in touch with most such events and many new ones are being planned. New concepts are also growing in popularity in established sports. In recent years Gothenburg has hosted several championships in snowboarding, beach volleyball and wakeboarding.
UNDER CONSIDERATION
JVM Ice Hockey 2013 Orienteering World Championships 2015 100 km Orienteering 2016
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APRIL
International Science Festival Gothenburg 2025/4
MAY
GAS Gteborg Art Sounds Festival 2010 FIM Swedish Speedway Grand Prix Ullevi Stadium HBT festival Gothenburg Yrkes-SM Swedish Exhibition & Congress Centre Gteborgsvarvet Half Marathon Hammarkullen Carnival 59/5 8/5 1216/5 1921/5 22/5 2830/5
Metaltown/WestCoastRiot/Pier Pressure Frihamnen 1720/6 Wedding on the Wheel of Gothenburg 19/6 Wold Cup football qualifiers (women) Sweden vs. Azerbaijan Gamla Ullevi arena 23/6 FEBS Biochemistry Swedish Exhibition & Congress Centre 26/61/7 East Indiaman Gtheborg at Stenpiren 28/614/8
SEPTEMBER
Book & Library 2010 Swedish Exhibition & Congress Centre VIND windpower conference Swedish Exhibition & Congress Centre 2326/9 1519/9
OCTOBER
Night of Culture EADV Dermatology Swedish Exhibition & Congress Centre ECTRIMS MS Swedish Exhibition & Congress Centre 1/10 610/10 1316/10
JULY
World Youth Games, athletics Ullevi Stadium 24/7 Partille Cup, handball Gothenburg 611/7 World Congress of Sociology Swedish Exhibition & Congress Centre 1117/7 Gothia Cup, football 1824/7 Pink Ullevi Stadium 23/7
FEBRUARY
Samsung Gala Scandinavium arena Song Festival Scandinavium arena Gteborg Horse Show Scandinavium arena 2/2 1920/2 2528/2
NOVEMBER
Hkan Hellstrm Scandinavium arena Prosecutors AGM Annual Dental Congress Gothenburg Christmas City Art Installations in the city Christmas at Liseberg 6/11 1516/11 1820/11 12/119/1 12/1123/12
MARCH
Swedish Womens Curling Championships Gothenburg Curling Hall 67/3 Cardiovascular Spring Meeting Swedish Exhibition & Congress Centre 79/4 World Challenge Arm Wrestling 8/3 And There Was Light Eriksberg 20/315/8 TUR travel & tourism fair Swedish Exhibition & Congress Centre 2528/3
JUNE
STCC Gothenburg City Race Frihamnspiren 5/6 Green Day Ullevi Stadium 5/6 GKSS sports association 150th anniversary Lngedrag 56/6 Gothenburg Symphony Orchestra in Slottskogen city park 6/6 Citizenship ceremony Slottsskogen city park 6/6 Swedish National Day 2010 Slottsskogen city park 6/6 European Society of Human Genetics Swedish Exhibition & Congress Centre 1215/6
AUGUST
Masters Swimming Gothenburg Culture Festival IFLA Library Association Swedish Exhibition & Congress Centre Way Out West Slottsskogen city park Gothenburg Dance & Theatre Festival Gothenburg Aero Show Sve Dep Surgery Week Swedish Exhibition & Congress Centre SICOT Orthopedic Surgery Swedish Exhibition & Congress Centre 27/77/8 1015/8 1015/8 1214/8 2028/8 2829/8 30/84/9 30/84/9
DECEMBER
Swedish Society of Medicine AGM 13/12 Gala for inspiring individuals Lisebergshallen 30/12 New Years celebrations at Gtaplatsen 31/12
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In 2010, Gothenburg Culture Festival attracted 925,000 visits to more than 1,000 programme events. This is almost twice as many as in 2007, when it began as a city festival, but was then extended to visitors from all over the region. According to a survey of visitors, the audiences were very satisfied, while press reports described the event as a popular cultural festival with a great atmosphere, held in a city that is safe and reassuring. The benefits of the Culture Festival have become clearer. It provides an important meeting place for everyone, regardless of age or background, and 67 per cent of visitors say they take more interest in Gothenburg and cultural activities in the region as a result of their visit. One of the main goals of the Culture Festival has been to counter segregation by providing wider opportunities for people to meet. This is done in various ways. One means used in recent years is the voluntary 1525 Hospitality project. Another is to provide free admission to the festival venues. An environmental diploma scheme during the Culture Festival encourages companies involved to offer organic products and dispose of waste correctly, and steps are also being taken to prevent littering. The 2010 survey showed that an increasing number of visitors come from locations outside Gothenburg. Of these, 68 per cent said the Culture Festival was their main reason for visiting. In total, visitors generated SEK 148 million in revenue, mostly spent on restaurants/cafs, shopping and outdoor activities. Planning is already underway for the fifth anniversary Culture Festival on 1621 August.
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PERSONAL ENCOUNTERS
An encounter, a friendly smile, a pleasant answer to a question. Hospitality and personal encounters are part of the overall impression of a destination. Gothenburg has a good reputation as a city for meetings, but this also extends to personal encounters between people.
The Internet lets us make contacts across the world, but to maintain and develop relationships nothing beats a meeting in real life. Gothenburg has a very good reputation for promoting both business and personal relationships. Professional organisers of congresses appreciate Gothenburg as a city for meetings, as well as the service they get here. But meetings are also spontaneous experiences. Contact with the tourist office is often the first impression a tourist gets of a city. The tourist offices in Gothenburg received over half a million visits in 2010. They also dealt with over 30,000 enquiries by telephone, chat or twitter. When big events or congresses are held in Gothenburg the tourist office staff are on hand at the venue or the airport. When the Port of Gothenburg received more cruise ships than ever in 2010 our tourist information officers were there to greet visitors at the terminal. Professionally organised congresses are big meetings in their own right and always get especially positive reviews, thanks to the way that Gothenburg greets delegates. Friendliness and commitment to good service are hallmarks of a visit to our city.
NEW GUIDES
Gothenburgs authorised guides are a great asset in personal encounters with our visitors. They can be booked for bus tours and walking tours, and play a key part in conveying the image of Gothenburg as a city for visitors. In 2010, 19 new guides were authorised after completing training, and a similar number were re-authorised, a process that active guides must repeat every five years.
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TILL: HELA
SVERIGE!
Boka Gtebor ronhrliga smult alla Gteborgs l med frukost D ingr hotel stllen. ssutom alda hotell. De p ett av 49 utv med fria teborgsPasset fr du G erg och nd annat Liseb entrer till bla e gra en . Eller varfr int Universeum dagen? Danmark ver avstickare till
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VM i Handboll Scandinavium
GteborgsOperan
Musik av ANDREW LLOYD WEBBER. Manus och sngtexter av DON BLACK och CHRISTOPHER HAMPTON. Frlag: Nordiska ApS
VM i Handboll Scandinavium
GteborgsOperan
Musik av ANDREW LLOYD WEBBER. Manus och sngtexter av DON BLACK och CHRISTOPHER HAMPTON. Frlag: Nordiska ApS
Bra shopping, mysiga restauranger och ett fantastiskt njesutbud. Det bsta av Gteborg helt enkelt - I GteborgsPaketet ingr vernattning p hotell och s gott som hela stan. Vlj till en njesbiljett och boka. Kan det bli enklare? Boka GteborgsPaketet med njesbiljett frn 755 kr/pers. p goteborg.com eller 020-83 84 85. Bra du vinna en njesweekend? Tvla p goteborg.com Villshopping, mysiga restauranger och ett fantastiskt njesutbud. Det bsta av Gteborg helt enkelt - I GteborgsPaketet ingr vernattning p hotell och s gott som hela stan. Vlj till en njesbiljett och boka. Kan det bli enklare? Boka GteborgsPaketet med njesbiljett frn 755 kr/pers. p goteborg.com eller 020-83 84 85. Vill du vinna en njesweekend? Tvla p goteborg.com
SUMMER CAMPAIGN
For the summer season the city was marketed in Sweden, Norway and Denmark as Summer hotspots in Gothenburg. The campaign ran in partnership with Liseberg amusement park, the Universeum Science Discovery Centre, Stena Line and hotels. A summer magazine was distributed in all three countries and is estimated to have had 4.5 million readers. The campaign was divided into four parts: magazine, print, advertisements, PR and web. It was aimed at families with children.
AUTUMN CAMPAIGN
An autumn campaign was run in co-operation with several performance stages in Gothenburg. Direct mail and magazine advertisements were used to promote Entertainment Gothenburg Packages, including weekend travel and ticket to a show.
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and placing Gothenburg on an equal footing with many foreign cities that are considerably larger. The Christmas City campaign is aimed at the same target markets and geographical areas as the summer campaign, but is also for the people of Gothenburg. A magazine describing the Christmas City is distributed in all three countries in October. There is also extensive advertising in the local and national daily press, in magazines and on the web, as well as direct mail, radio advertising and PR activities.
TUR FAIR
Swedens biggest travel and tourism fair of the year attracts exhibitors, agents, tour organisers and operators from all over the world, as well as visitors from all over Sweden. It is an opportunity for Gothenburg to show what the city has to offer, and to build relationships with the industry and with individuals. The Gothenburg stand is designed in collaboration with several different partners. The big news on the stand in 2010 was the Wheel of Gothenburg.
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At the start of the year goteborg.com was relaunched with a fresh design and layout. The makeover reflects the new graphic identity of Gothenburg as a destination. The site is largely designed, updated and maintained by Gteborg & Co. The same applies to campaign sites for events such as Student Gteborg, Gteborg Horse Show and the 2013 Indoor Athletics Championships. Factors that have made the website successful include up-to-date content, personal appeal and skilful design.
Easy to book and easy to find ideas. It is also very well designed. This is a site and shop window that highlights the best in accommodation, eating out and entertainment. A site that the whole city can be proud of.
(Internet World jurys comments)
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There is fierce competition for a place on Internet Worlds prestigious list of Swedens top 100 websites. Goteborg.com was voted Swedens best city site and ranked 25th out of 100.
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More and more organisers of meetings and events are looking for green destinations to host their arrangements. Many of Gothenburgs competitors have been trying to promote themselves using environmental sales arguments, but Gothenburg already has a head start in sustainability. It is now time to use this lead to our benefit. Events and meetings are not isolated islands in society. Being sustainable in such a context means much more than recycling waste in the events arena and not buying bottled water for a conference. It requires a holistic approach to the entire event. It means looking at subsequent stages of waste management, water management, air quality, infrastructure, fair supply chains and employment conditions, possibilities for recycling/ reusing materials and surplus products, etc.
ing distance. The Sustainable Gothenburg project goes to the next stage. The first phase of the project, which took place in autumn 2010, involved mapping out both the physical infrastructure in other words, public transport, water, electricity, heating and waste management and the commercial infrastructure of the city. The latter includes analysis based on sectorspecific requirements and guidelines, for sustainable suppliers, communication and services, for example. The conclusion is that Gothenburg has great potential and excellent opportunities to position itself as one of the leading sustainable destinations for events and meetings in the world. This work is continuing in 2011 in the shape of closer co-operation between various companies and the city, as well as the development of an environmental certification strategy.
also set up as part of Gteborg & Cos activities. Its task is to use study visits to increase national and international awareness of the City of Gothenburgs lead in sustainable development, by focusing on energy issues, construction, accommodation, recycling and waste management. The clients are Frvaltnings AB Framtiden, Gteborg Energi, lvstranden Utveckling AB and Renova.
Festival, the International Science Festival, STCC and Way Out West. Gothenburg Christmas City has begun preparing for environmental certification in 2011.
SUSTAINABLE EVENTS
A human city requires sustainability. In addition to environmental issues, aspects such as diversity, equality and integration must also be considered when the city organises its own events. Gteborg & Co gained environmental certification in 2008, and in partnership with the citys environmental administration has developed a module for certifying meetings and events. Four annual events have so far chosen to certify their environmental activities using the City of Gothenburgs environmental certification scheme. They are Gothenburg Culture
WORLD LEADER
Gothenburg already has a successful and wellestablished competitive advantage within walk-
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The Media Centre works actively to encourage editorial staffs to write about Gothenburg. This work is carried out in close partnership with the West Sweden Tourist Board. By doing so we can jointly promote the city and the region to make them more attractive as a whole. For example, a lobster safari in Bohusln can be combined with visits to Gothenburgs best fish restaurants. Our key markets of Norway, Denmark, Great Britain and Germany are the main targets for press visits. The region is now also marketed to China and Russia, which are both promising and rapidly growing tourist markets. Television has a big impact, and whatever is broadcast often remains on the web for a long time afterwards. Televised travel programmes are therefore very much in demand. In WiSoReisen, the presenter travels to cities and stays there for two days, spending no more than 150 euro. The first thing he did here was to buy a Gothenburg Pass, and he then stayed easily within his budget. The programme was broadcast on Germanys national ZDF channel in summer, and the Media Centre assisted with production in Gothenburg. Live the longest day Make the most of the longest day of the year (21 June) with a trip to Gothenburg in Sweden, where at this time of year the sun never really quite sets and a three-day break can feel like a week. An added bonus is that a recently discovered painting by Leonardo da Vinci, La Bella Principessa, will be on display for the first time as part of the citys And There Was Light exhibition (and-there-was-light.com), which brings together works by Michelangelo, Raphael and da Vinci. The Guardian presented a list of 30 fantastic new trips for 2010. Other innovative travel ideas that were suggested included skiing in eastern Europe, a family trip to the Seychelles, a snow festival in Andorra, chocolate-making in the Caribbean and vampirehunting in the USA.
Bergakungen. The film took a year to record and will be used to attract more events, meetings, congresses, students, companies and other visitors. Using spectacular photos, music and camera fly-bys, it shows off the most attractive sights of the city in a very inspiring way. The film was produced by Janolof Fritze and will be edited into different versions. The scenes in the film will also provide a digital archive of moving images that can be used in future productions and offered to television companies that want footage from Gothenburg.
CONTROVERSIAL PRINCESS
The Renaissance exhibition, And There Was Light, opened in March and became one of the most talked about media events in Gothenburg. The exhibition featured works by Rafael, Michelangelo and Leonardo da Vinci, including the recently discovered La Bella Principessa. Experts disagree on whether this is a genuine da Vinci or not, but nevertheless the news attracted tremendous coverage around the world. A film was produced, then broadcast on television and streamed on web TV by Newsmarket, along with an Interactive News Release (INR) in several languages. This led to a great deal of publicity. It became the most requested TV clip, with over 100 downloads, and our INR was published on 220 web channels with a total of over 200 million visitors.
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MEMBERS 2010
AstraZeneca, Business Region Gteborg, Castellum, Chalmers University of Technology, Swedish Property Federation, Port of Gteborg, Gothenburg Trade Federation, City of Gothenburg, University of Gothenburg, Gothenburg Region, Handelsbanken, NCC, Nobel Biocare, Nordea, Posten, SAS, SCA Hygiene Products, SEB, Skanska, SKF, Stena Line, Swedavia, Swedbank, Swedish Exhibition & Congress Centre, Telia Sonera Sverige, Volvo, Volvo Cars
Student Gothenburg, the annual programme of fresher events for new students at the University of Gothenburg and Chalmers University of Technology, took place for the third year. This is a very popular event that has come to stay.
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HELLO
Gustav Trdgrdh, Chef of the Year 2010 and head chef at the Basement restaurant. The jurys comments on the winner were: Calm as a cucumber! Superbly well-cooked modern restaurant cuisine combining personality, care and simplicity. How did you manage to stay so calm during the competition? Im a calm person. Its important to me that I enjoy preparing food, and if you enjoy it you can also perform better. My approach was to keep the set dish of reindeer as straightforward as possible, not to complicate it. Instead I put all my energy and time into the surprise ingredients, and that was where I won. Of course Ive always loved genuine good cooking, and its that tradition that counts. Will you be competing again? It wasnt a lifes ambition to win the Chef of the Year. But since it went so well, I may enter the World Championships. How long have you worked at Basement? Ive been working with Ulf Wagner since 1997 and Ive been here from the start when Basement opened in 2001. Whats the most important aspect of cooking for you? I want to prepare genuine, honest food. Its important that it fills you up. I use established tastes that work well together, but we also like our dishes to have a twist, a little humour. Whats your favourite dish at home? Making dumplings with the kids, for soup or to steam and serve with vegetables. The family is important to me, doing things with my two kids who are five and six years old. Cooking is such an occasion, theyve learned to eat anything.
The worlds top oyster opener comes from Gothenburg. Johan Malm, from the Gabriel restaurant in Feskekrka fish market hall, took home the world title against stiff competition from all over the world.
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IN BRIEF ...
SPECIAL DAY FOR DESTINATION
On the first day of the Culture Festival, Gteborg & Co invited owners and partner organisations to a Destination Day event. Almost 200 delegates came to the Elite Park Hotel to hear about analyses and trends in tourism and destination development. The speakers included Rob Davidson, from Westminster University, who talked about tomorrows travellers, Generation Y, and their demands. It is intended that Destination Day should become an annual event and opportunity for industry representatives to meet in Gothenburg.
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intended as a leading platform for collaboration on destination development that meets international standards.
COMMITTEE
COMMITTEE
COMMITTEE
COMMITTEE
MEETINGS
LEISURE TRAVEL
EVENTS
INTERNATIONAL COLLABORATION
Gothenburg is represented in international networks that support the exchange of experiences and knowledge, such as European Cities Tourism (ECM) and Delice Good Food Cities of the World. The unit also handles company-wide agreements and business development.
International Collaboration
Communication Collaboration
Media centre
Marketing
Visitor Service
CEO
BOARD OF DIRECTORS
COLLABORATION COMMUNICATION
All communication, internal or external, must take into account the ultimate aim of strengthening the Gothenburg brand. Collaboration on communication is a strategic resource for the company and is also responsible for destination campaigns in the Nordic region.
The companys employees are its most valuable resource. Our activities are essentially based on knowledge and trust, so our staff have a vital role. In 2009 we began a process of strategic skills provision to ensure we have the right skills to meet current and future challenges. We have put a great deal of effort into implementing this process in 2010 and the organisation now has a complete picture of the companys collective expertise, which was especially useful in autumn, when a new CEO took over. The company has not undergone any organisational changes in many years and we feel there is general agreement on the need for change. The CEO has been asked by the board to present a proposal for a reorganisation in spring 2011.
ORGANISATION
MANAGEMENT
Responsible for the overall long-term, strategic task of developing Gothenburg as a destination. Management is also responsible for overall business development and selected strategic projects and partnerships. The management group consists of the heads of the respective business areas and staff departments. The CEO has ultimate responsibility for all staff.
DIVERSITY
Encouraging diversity is a natural part of our work. Our overall aim is to increase knowledge of diversity and integration. Whenever we recruit staff we aim to increase diversity, and this should also be reflected in all our communications. In 2010, training in discrimination legislation was arranged for the management group, staff with personnel responsibility and the companys diversity and equality group. All employees have also received training in homosexual, bisexual, transgender and queer issues as part of our involvement with the HBTQ Festival.
MEDIA CENTRE
Exposure in the national and international press increases interest in Gothenburg as a destination and is boosted by the press service and organised press visits. Activities include planning and implementation of targeted press activities, follow-up work and analysis.
EVENTS
Gothenburg will become one of the leading events cities in Europe by offering a rich and diverse range of events. The business area attracts new events, develops new concepts, supports and develops regular events, assists and collaborates with arena owners and organisers, and provides project management for its own events.
MARKETING
The department consists of an in-house bureau and web bureau, which design and produce the companys marketing communications on request by the companys business areas. The web bureau is responsible for Gothenburgs official destination guide, goteborg.com and each year produces several websites.
MEETINGS
Gothenburg Convention Bureau (GCB) is the international name of the unit that works to attract more congresses, exhibitions, conferences and corporate meetings to Gothenburg. Gteborg & Co acts as a link between meeting organisers and local companies in the meetings industry, as well as local decision-makers. Partnership agreements have been drawn up with over 90 member companies that represent the tourism industry in Gothenburg.
EQUALITY
The entire management group, as well as all managers with personnel responsibility, have received training in equality. The results were so good that it was decided all staff should receive the same training, and this took place in autumn 2010. All material produced must now be checked to ensure that it is acceptable from the viewpoint of equality and diversity.
VISITOR SERVICE
Gothenburgs Tourist Information Office has won several prizes for its exceptional service. Each year more than 600,000 enquiries are handled by the offices at Kungsportsplatsen and in Nordstan shopping centre, the call centre and via web chat at goteborg.com. Brochures are distributed through Tourist Information Office display stands at around 80 strategic locations.
LEISURE TRAVEL
Gteborg & Co takes long-term initiatives to market, package and sell Gothenburg as a tourist destination. Gteborg & Co collaborates in its marketing activities with hotels, carriers, Liseberg amusement park, the Universeum Science Discovery Centre, Stena Line, the Gteborg Opera, Got Event, museums, theatres, sightseeing companies, restaurants, trade and industry, event organisers, etc.
ADMINISTRATION
This unit supports the companys business areas and service units in areas relating to finance, law, human resources, IT and security, so that the company can operate as efficiently as possible. Administration also promotes financial awareness and an understanding of environmental costs throughout the organisation.
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Lennart Olausson Managing Director, Business Region Gteborg until 30 Apr 2010
Patrik Andersson (co-opted) Managing Director, Business Region Gteborg from 1 May 2010
Lennart Mankert Swedish Exhibition & Congress Centre Vice Chairman until 31 Jul 2010
Carin Kindbom Swedish Exhibition & Congress Centre Vice Chairman from 1 Aug 2010
Lennart Mankert CEO, Swedish Exhibition & Congress Centre until 31 Jul 2010
Carin Kindbom (co-opted) CEO, Swedish Exhibition & Congress Centre from 1 Aug 2010
Mats Nilsson Trade & Industry Group Vice President, Volvo Brand Management
Lennart Bliman The Association of Large Hotels Managing Director, First Hotel G
Ninni Lidn SJ
Olle Sundin (co-opted) Airport Director, Swedavia AB, Gteborg Landvetter Airport
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Leif Nilsson Gteborg & Co, Vice Chairman until 14 Nov 2010
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ANNUAL REPORT
Annual Report for the financial year 1 January 2010 to 31 December 2010 The Board of Directors and the CEO of Gteborg & Co Trffpunkt AB hereby submit the following Annual Report. All amounts are in SEK unless otherwise stated. to the main programme. Gothenburg Christmas City finished the year with a New Years celebration and has become a well-attended tradition. These annual events and sports and music festivals make major contributions to the citys tourism industry. Marketing campaigns for the destination were implemented in Scandinavia, Germany, the UK, Italy, the USA and Spain, often in collaboration with Visit Sweden and the West Sweden Tourist Board. Travel made a strong recovery in 2010, particularly aviation, with Gothenburg Landvetter Airport seeing the largest passenger increase of all Swedavias airports. The good autumn with a number of major conferences in the city provided a substantial boost to growth. In 2011 the global economy and the development of the eurozone economy will be important for the outcome. Several new hotel investments are being implemented, but will not be completed until 2012. With regard to future development, the company prioritises participation in the following areas: increasing accessibility by stimulating the development of new train, air and ferry services. increasing efforts to attract cultural, entertainment and sports events as well as congresses, trade shows, meetings and corporate activities. increasing marketing of the destination in strategic markets together with the City of Gothenburg, Vstra Gtaland region and the tourist industry. developing and renewing the major central arenas and facilities in the city. starting the preparations for Gothenburgs 400th anniversary in 2021.
DIRECTORS REPORT
OWNERSHIP
Gteborg & Co Trffpunkt AB is owned by Gteborg & Co Kommunintressent AB (50%), Gothenburg Region Association of Local Authorities (15%), West Sweden Chamber of Commerce and Industry (5%), Swedish Exhibition & Congress Centre (5%), Stena Line AB (5%), Association of Large Hotels (5%), City Association (5%), Association of Gothenburg Hotels (5%) and SHR/Gothenburg Restaurant Association (5%). Kommunintressent AB is owned in turn by the City of Gothenburg (55%), Liseberg AB (15%) and Got Event AB (30%).
Forecast figures for 2010. Outcome for other years. As from 2010 a new index is being used. The values for previous years have been adjusted for comparability.
OPERATIONS IN 2010
Gteborg & Co Trffpunkt AB has the task of marketing and taking part in the development of Gothenburg as a tourist, meeting and event city. The company shall be an internationally leading cooperation platform for destination development. It is owned jointly by the municipality and the business sector. Tourism in Gothenburg showed growth in 2010 for the 19th consecutive year, largely due to an exceptionally good conference year, in which many international and Swedish conferences took place in the second half of the year. This shows how important it is for the tourism industry to have many strings to its bow. Gothenburgs strategy of meetings and conferences, cultural and sports events and leisure tourism complementing each other is successful. This year the Gothenburg Culture Festival attracted 925,000 visits to more than 1,000 events, almost a 100% increase since the start. The International Science Festival has grown from an annual spring event to year-round activities, attracting nearly 70,000 visits
The Board of Directors proposes that the profits be appropriated so that SEK 9.055.615 is carried forward.
INCOME STATEMENT
Not Operating income Cost of services sold Other external costs Personnel costs Depreciation of property, plant and equipment Total operating expenses Operating profit Interest income Interest expense and similar profit/loss items Profit after financial items Appropriations Tax on profit for the year Net profit for the year 7 8 23 45 6 1 2010 216 887 390 -38 453 181 -106 751 850 -70 188 666 -976 895 -216 370 592 516 798 403 192 -11 071 908 919 213 300 725 633 1 847 852 2009 248 429 255 -43 693 746 -140 480 048 -62 308 319 -1 048 111 -247 530 224 899 031 434 122 -16 072 1 317 081 183 735 -1 492 251 8 565
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BALANCE SHEET
Note ASSETS Property, plant and equipment Equipment Financial assets Interests in associated companies Other long-term securities Deferred tax asset Total non-current assets Current assets Inventories, goods for resale Current receivables Trade receivables Receivables from group companies Tax assets Other receivables Prepaid expenses and accrued income Total current receivables Cash and bank balances Total current assets TOTAL ASSETS 6 901 954 47 755 685 2 149 950 2 733 367 6 482 705 66 023 661 3 068 147 69 616 810 74 046 240 16 693 230 46 594 976 512 088 1 802 467 5 799 871 71 402 632 3 485 624 75 639 372 78 897 608 525 002 751 116 9 10 8 0 146 000 1 577 709 4 429 430 350 000 146 000 0 3 258 236 6 2 705 721 2 762 236 31 Dec 2010 31 Dec 2009
Not EQUITY AND LIABILITIES Equity Restricted equity Share capital (30,000 shares) Statutory reserve Non-restricted equity Profit brought forward Net profit for the year Total equity Untaxed reserves Current liabilities Trade payables Liabilities to associated companies Liabilities to group companies Other current liabilities Accrued expenses and deferred income Total current liabilities TOTAL EQUITY AND LIABILITIES Memorandum items Pledged assets Blocked bank funds Contingent liabilities 13 11 12
31 Dec 2010
31 Dec 2009
3 000 000 1 208 540 4 208 540 7 207 763 1 847 852 9 055 615 13 264 155 8 195 400 16 294 466 0 8 047 542 1 511 102 26 733 575 52 586 685 74 046 240
3 000 000 1 208 540 4 208 540 7 199 198 8 565 7 207 763 11 416 303 8 408 700 26 807 492 100 000 6 697 775 1 604 312 23 863 026 59 072 605 78 897 608
DEPRECIATION
Depreciation according to plan is based on the original cost of the assets and is allocated over the estimated useful life. Equipment is written off at 20% per year as its useful life is estimated to be 5 years. The difference between depreciation according to plan and book depreciation is shown as an appropriation.
INVENTORIES
Inventories have been valued at the lower of cost or fair value. The FIFO method has been applied when determining cost. Fair value consists of estimated sales value less estimated selling expense.
RECEIVABLES
Receivables have been recognised at the amounts expected to be received. Other assets and liabilities are recognised at nominal amounts unless otherwise stated in the notes below.
REVENUE
Revenue from sales of package tours is recognised as revenue on the booking date since all work relating to the transaction has then been carried out. The company recognises revenue from fixed-price service assignments carried out on completion of the work, in accordance with the Swedish Accounting Standards Boards alternative rule in BFNAR 2003:3. This means that ongoing service assignments are
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valued in the balance sheet at direct expenses accrued less invoiced part payments. Other revenue is recognised when the income can be estimated reliably and when, on the whole, all the risks and rights associated with ownership have been transferred to the purchaser, which normally takes place when goods are delivered or services provided.
NOTE 3
LEASING
2010 2009 1 766 319 876 637 1 187 647 0 946 546 847 642 426 406 0
Lease payments for the financial year Future contracted lease payments: Within one year Two to five years More than five years
TAXES
The tax expense or tax income for the period consists of current and deferred tax. Current tax is the tax calculated on the taxable profit for the period. Deferred tax is calculated on the difference between the carrying amounts of the companys assets and liabilities and their tax base. The difference between these amounts is multiplied by the current tax rate, which results in the amount of the deferred tax asset/liability. Deferred tax assets are recognised in the balance sheet to the extent that it is probable that the amounts can be utilised against future taxable profit.
NOTE 4
Men Women
PERSONNEL
2010 31 85 116 2009 29 83 112
LEASING
All lease agreements are recognised as operating lease agreements, which means that the lease payments are allocated on a straight-line basis over the lease term.
PARENT COMPANY
Gteborg & Co Trffpunkt AB is 50% owned by Gteborg & Co Kommunintressent AB, (556427-8751), which is in turn 100% indirectly owned by the City of Gothenburg (212000-1355). No purchases or sales between these companies took place during the financial year.
NOTE 1
OPERATING INCOME
* Payment for assignments includes SEK 10,000,000 for Gothenburg Culture Festival in 2010, as in 2009.
NOTE 2
Total sickness absence is stated as a percentage of employees total regular working hours. Long-term sickness absence refers to absence over a continuous period of 60 days or more.
Deloitte AB Audit assignment Other audit services Tax consultancy 118 500 30 000 34 700
Audit assignment refers to the statutory audit of the annual accounts, the accounting records and the administration of the Board of Directors and the CEO. Other audit services refers to an audit of the administration or the financial information that is required by statute, articles of association, regulations or agreements and that results in a report or some other document in addition to the audit report, as well as guidance or other assistance occasioned by observations in connection with an audit assignment. Other services are services that do not relate to the audit assignment, other audit services or tax consultancy.
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NOTE 5
NOTE 8
Board and CEO Wages and other remuneration Social security expenses Of which pension expenses Other employees Wages and other remuneration Social security expenses Of which pension expenses 42 404 310 18 413 321 (4 591 341) 38 675 759 16 664 411 (4 101 782) 1 892 005 3 540 790 (2 356 672) 1 560 106 2 274 910 (1 420 405)
As from 2010 deferred tax is recognised in the balance sheet on temporary differences relating to pension insurance paid and severance pay. The impact on earnings is SEK 1,577,709.
NOTE 9
Total Wages and other remuneration Social security expenses Of which pension expenses 44 296 315 21 954 111 (6 948 013) 40 235 865 18 939 321 (5 522 187)
During the year the company sold shares in Turismens Utredningsinstitut i Sverige AB. NOTE 10 OTHER LONG-TERM SECURITIES
The companys CEO has a 6-month term of notice. If the company gives notice of termination of contract, the CEO is entitled to a lump sum equivalent to 18 months salary in addition to salary during the term of notice. The present CEO has a defined contribution pension plan, with no guaranteed final level of pension. The companys pension obligations for the retiring CEO and the previous CEO have been secured through endowment insurance The amounts for 2010 above include remuneration for the retiring CEO for the full year and for the current CEO for the period October to December.
Par value of the above shares SEK 100 each. NOTE 11 EQUITYL
Share capital
Opening balance Appropriation of profit Gender distribution in senior management Board members Senior management 2010 Number 15 13 2009 Of which men 86 % 48 % Number 15 13 Of which men 86 % 46 % Net profit for the year Closing balance 3 000 000 1 208 540 7 207 763 3 000 000
Restricted reserves
1 208 540
Non-restricted reserves
7 199 198 8 565
NOTE 6
Tax allocation reserve assessment year 2006 Tax allocation reserve assessment year 2007 Tax allocation reserve assessment year 2008 Tax allocation reserve assessment year 2009 Tax allocation reserve assessment year 2010 Tax allocation reserve assessment year 2011
Opening costs Purchases Sale and disposal Closing costs Opening depreciation according to plan Depreciation according to plan Sale and disposal Closing depreciation according to plan Closing residual value according to plan
2 762 236
NOTE 7
APPROPRIATIONS
2010 2009 183 735 213 300
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Gunnar Andersson, Authorised Public Accountant Lena Ardbo, Authorised Public Accountant
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GTEBORG & CO | MSSANSGATA 8 | BOx 29 | SE-401 20 GTEBORG | TEL: +46 (0)31-368 40 00 | FAx: +46 (0)31-81 10 48 | INFO@GOTEBORG.COM | GOTEBORG.COM
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