Therefore, choosing the audience Sweden Rock – Göteborgs-Posten

When other festivals going bust is the Sweden Rock Festival pallet. By focusing on the comfort and good atmosphere successful festival attracting an older crowd who return year after year.

Tickets for the rock festival outside Sölvesborg sold in year out in record time. When the gates opened on Wednesday coiled queues of expectant rock enthusiasts long.

– This is absolutely fantastic, a staggering fine tuning says the visitor Martin Andreasson has gone from Gothenburg.

For four days, the grass field filled with 33,000 concert-hungry people, where the average visitor is a 39 year old man from Sweden. The explanation for the “high” age think the press manager Sofia Lindqvist Lacinai located in the festival’s width and comfort.

– Many bands play traditional 70′s and 80′s rock, then want the elderly to come here and feel like teenagers again. They then come back each year makes the average age stays there, she says.

All are welcome

Martin Andreasson makes his second year at Sweden Rock, believe instead that it is the age of acceptance that attracts people.

– Before I came here first time, I thought that would be required to have a vest that said “Dad town” on. But it is really mixed, all from 0 to 100 years are welcome, he says.

This year, visitors from 53 countries, of these, 90 per cent of Swedes. Some, however, traveled far to see their favorite bands, including the nationalities such as Brazil, Qatar, Namibia and Japan represented.

Do not grow

Despite the festival has the capacity to bring in 40,000 visitors, there are no plans to grow. The space is valued by the older crowd and focus instead on increasing the supply, according to Sofia Lindqvist Lacinai.

– In the past, the real spearheads, but now the quality has gotten better in midfield. With bands such as Ghost and Five Finger Death Punch, we have managed to attract more young people, she says.

Something festival needs more work on is to attract women, which this year account for only a quarter of the visitors.

– It is obvious that it is not evenly distributed, but it’s probably because more men go group. It should perhaps book more big kvinnofrontade bands, says the visitor Malin Augustsson.