Regional branding to the benefit of regionRegional branding to the benefit of region´s and airport´s development´s and airport´s development

SEAPLANE Networking Event 21 to 22 April 2005SEAPLANE Networking Event 21 to 22 April 2005

Mr. Esa Peltonen, MA Pol. Sc.Mr. Esa Peltonen, MA Pol. Sc.

Cultural Adviser, former Director of Culture Cultural Adviser, former Director of Culture Dept., Rovaniemi, Finland Dept., Rovaniemi, Finland

Rovaniemi Rovaniemi

____________________________________________________________________________________

Number of inhabitants 35 000 +22 Number of inhabitants 35 000 +22 000000

economic structure: services, economic structure: services, education, tourism, education, tourism,

communications, small industriescommunications, small industries

Human settlements since 8000 yearsHuman settlements since 8000 yearsFirst mention in real estate sales First mention in real estate sales

documents 1453documents 1453Marketplace since early centuriesMarketplace since early centuries

Municipality 1785Municipality 1785Railway 1909Railway 1909

First tourist hotel 1936First tourist hotel 1936

Rovaniemi ...Rovaniemi ...

Airport 1940Airport 1940 Capital of Lapland province 1940 -Capital of Lapland province 1940 - Germans present 1942 -1944Germans present 1942 -1944 Complete destruction by the war 1944Complete destruction by the war 1944 Reconstruction 1945 – (1965)Reconstruction 1945 – (1965) City rights 1960City rights 1960 ””Second capital” of Finland in state visits Second capital” of Finland in state visits Engine of Christmas tourism - supported by Santa ClausEngine of Christmas tourism - supported by Santa Claus University of Lapland 1984University of Lapland 1984 Arktikum 1992Arktikum 1992 Reunification 2006Reunification 2006

- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - O - - - - - - - - - - - - - - - - - - - - - - - - -

Shetland

Rovaniemi

Atlantic Ocean

Baltic Sea

Arctic Circle

                                                                                                

                                                                                                

                                                                                                

Rovaniemi in the 70ies

Labour intensive forestry and small farming slowing downLabour intensive forestry and small farming slowing down

Reconstruction got more or less completed two decades Reconstruction got more or less completed two decades after the warafter the war

Migration to the south of Finland and to Sweden in the 60´sMigration to the south of Finland and to Sweden in the 60´s

””Project Lapland” called forth by president KekkonenProject Lapland” called forth by president Kekkonen Funds for regional development of LaplandFunds for regional development of Lapland

Board of Tourism Regional office (end of 70´s to 90´s)Board of Tourism Regional office (end of 70´s to 90´s)

Arctic Circle village developed to Santa Claus´ village in 80Arctic Circle village developed to Santa Claus´ village in 80´s´s

Father Christmas turned visibleFather Christmas turned visible

Not a comprehensive project Not a comprehensive project but abut a multitudemultitude of endeavours:of endeavours: MATERIAL IMMATERIALMATERIAL IMMATERIAL Places TraditionsPlaces Traditions Actors GoodwillActors Goodwill Activities IdentityActivities Identity Marketing Children´s cultureMarketing Children´s culture Services MythServices Myth Business Nordicity Business Nordicity

Objectives of the Project

reduction of unemploymentreduction of unemployment increase of tourism activities increase of tourism activities Emphasis on tourist families and childrenEmphasis on tourist families and children Providing attractions all around the yearProviding attractions all around the year Appreciating the unique nature of the northAppreciating the unique nature of the north avoiding that too many people leave the region avoiding that too many people leave the region to link peaceful north Finland together with Father Christmasto link peaceful north Finland together with Father Christmas to pool the resources for image marketing and tourism to pool the resources for image marketing and tourism

promotion promotion

Schedule and Activities

1950 first cottage at the Arctic Circle1950 first cottage at the Arctic Circle 1950´s special cancellation stamp1950´s special cancellation stamp 1960´s and 70´s building of St. Claus´ village1960´s and 70´s building of St. Claus´ village 1970´s St. Claus´ letter service 1970´s St. Claus´ letter service Regional Governor declares Lapland St. Claus´ landRegional Governor declares Lapland St. Claus´ land 1984 First Concorde flight to Rovaniemi1984 First Concorde flight to Rovaniemi St. Claus physically present – first by surprise and St. Claus physically present – first by surprise and

later from the mid- 80´s dailylater from the mid- 80´s daily

Activities and establishments ...Activities and establishments ...

1993 present set-up of Santa´s village1993 present set-up of Santa´s village 1998 Santa Park – theme park inside rock1998 Santa Park – theme park inside rock 1998 Reindeer park between village and S. Park1998 Reindeer park between village and S. Park 2000 Santa Television2000 Santa Television

Mrs Eleanor Roosevelt at Rovaniemi airport, June 1950

                                                                                                

Integration of public and private parties

2 municipalities:2 municipalities: Rovaniemi town and Rovaniemi rural municipalityRovaniemi town and Rovaniemi rural municipality

Finnish Board of TourismFinnish Board of Tourism Finnish PostFinnish Post Private enterpreneurs: services and boutiques for touristsPrivate enterpreneurs: services and boutiques for tourists Association of the salesmen of Santa´s VillageAssociation of the salesmen of Santa´s Village Regional Government of LaplandRegional Government of Lapland Govt. employment program / constructionGovt. employment program / construction Finish Civil Aviation Authority / Airport extensionFinish Civil Aviation Authority / Airport extension Finnair – Santa´s official airlineFinnair – Santa´s official airline EU : First training course for Santa´s helpers 1998EU : First training course for Santa´s helpers 1998 University of LaplandUniversity of Lapland

Challenges

Problems and constraints which had to be overcomeProblems and constraints which had to be overcome

Overall cohesion of the projectOverall cohesion of the project Low seasons ( in earlier decades)Low seasons ( in earlier decades) Weight of the main seasonWeight of the main season Need for an Art DirectorNeed for an Art Director Financial limitationsFinancial limitations Ecological: How to regulate the snowmobile business Ecological: How to regulate the snowmobile business

                                                                                                

                                                                                                

kuvakuva

                                                                                                

                                                                                                

St. Claus Village today

number of tourist overnights 400 000 in 2004 in Rovanieminumber of tourist overnights 400 000 in 2004 in Rovaniemi 300 000 in 1993300 000 in 1993 330 000 visitors in St. Claus village in 2004 330 000 visitors in St. Claus village in 2004

Number of media guests in the Chamber of St. ClausNumber of media guests in the Chamber of St. Claus

184 in 2004 (166 in 2003)184 in 2004 (166 in 2003)

TV- teams 50 TV- teams 50

Radios 20Radios 20

Magazines 51Magazines 51

Newspapers 47 Newspapers 47

Freelancers 8Freelancers 8

News Agencies 3News Agencies 3

Others 5 (Travel book writers, PR-agencies, web-pages)Others 5 (Travel book writers, PR-agencies, web-pages)

St. Claus´ villageSt. Claus´ village ... ... 10 km from town, 2 km from 10 km from town, 2 km from

airportairport

St. Claus´ officeSt. Claus´ office St. Claus´ Main Post officeSt. Claus´ Main Post office Restaurants, cafeteriasRestaurants, cafeterias Snow world, safari stationSnow world, safari station Tourist informationTourist information Play grounds outdoors/ indoorsPlay grounds outdoors/ indoors Lapland product souvenir shopsLapland product souvenir shops Work shops, boutiquesWork shops, boutiques EventsEvents

0

50

100

150

200

250

300

1990

1991

1992

1993

1994

1995

1996

1997

1998

1999

2000

2001

2002

2003

2004

2005

0

10 000

20 000

30 000

40 000

50 000

60 000

70 000

80 000

90 000

Flights

Passengers

Christmas flights to Rovaniemi

Air passengers in Lapland 1990-2004 by the type of flight

908 061

694 616

213 445

0

100 000

200 000

300 000

400 000

500 000

600 000

700 000

800 000

900 000

1 000 000

90 91 92 93 94 95 96 97 98 99 00 01 02 03 04

pa

ss

en

ge

rs

Total Regular Charter Source: Civil Aviation Agency Finland

103957

66083

24058 16052

6310 1195

0

20000

40000

60000

80000

100000

120000

pa

ss

en

ge

rs

Rovaniemi Kittilä Ivalo Enontekiö Kuusamo Kemi-Tornio

International charter passengers in Lapland 1995-2004 by airport

95 96 97 98 99 00 01 02 03 04 Source: Civil Aviation Agency Finland

oo

o

oo

o

o

o

IVALO

ENONTEKIÖ

KITTILÄ

ROVANIEMI

KEMI

Norway

Russia

Sweden ?

Airports in Lapland province Sodankylä, marked ? , plans to open an airport 2006

- - - - - - - - - - - - - - - -Arctic Circle - - - - - - - - - - - - - - - - -

Baltic

Sea

Lapland province:Lapland province:

98 937 sq km186 428 inhabitants

Seasonality in Lapland 2004*

208 022

89 095

140 624

202 842

148 847

223 254

53 654

162 940

164 592

227 795

48 316

257 999

0

40 000

80 000

120 000

160 000

200 000

240 000

280 000

320 000

Jan Feb Mar Apr May June July Aug Sep Oct Now Dec

Ov

ern

igh

ts

Total Domestic Foreign Source: Statistics Finland

Regional Economic Impact

the socio-economic situation today the socio-economic situation today

People have learned to be proud of the growing tourism and People have learned to be proud of the growing tourism and

their natural and cultural environmenttheir natural and cultural environment 3 500 persons employed in tourism in Lapland3 500 persons employed in tourism in Lapland New enterprises like adventure companies, program services, New enterprises like adventure companies, program services,

cateringcatering Interesting jobs for young people with language skillsInteresting jobs for young people with language skills From Rovaniemi tourism has further radiated to all LaplandFrom Rovaniemi tourism has further radiated to all Lapland Unemployment in the Region 17 % ( like in 2004) whereas Unemployment in the Region 17 % ( like in 2004) whereas

migration has slowed downmigration has slowed down Christmas tourism value E 20 million in RovaniemiChristmas tourism value E 20 million in Rovaniemi

Direct tourism income in Lapland 2003

Accommodation and restaurant services 127 milj. € (33 %)Retail trade 103 milj. € (27 %)Travel agencies, safaris, programme services etc. 55 milj. € (15 %)Passenger transportation 46 milj. € (12 %)Gas stations, car repair services etc. 25 milj. € (7 %)Recreation, sport and cultural services 15 milj. € (4 %)Tourism related rental and other personal services 7 milj. € (2 %)

Total 377 million euros (€)

Source: Statistics Finland &Regional Council of Lapland

Impact at the Airport

Rovaniemi airportRovaniemi airport

welcomes with 3 km runway even the largest airplanes welcomes with 3 km runway even the largest airplanes 1992 and again 2000 extension of airport terminal 1992 and again 2000 extension of airport terminal Official Airport of Santa ClausOfficial Airport of Santa Claus gateway to Lapland and the neighbouring northern countries gateway to Lapland and the neighbouring northern countries Amount of passengers ranks 3rd in Finland, after Helsinki & OuluAmount of passengers ranks 3rd in Finland, after Helsinki & Oulu development of passengers handled per year: development of passengers handled per year:

international domestic totalinternational domestic total

scheduled charterscheduled charter

19981998 4 064 36 791 286 561 327 665 4 064 36 791 286 561 327 665

2005 2005 6 625 79 882 277 318 364 898 6 625 79 882 277 318 364 898

Outlook for the future

Another Master Course for Santa´s helpers 2005 -2007 (EU-project)Another Master Course for Santa´s helpers 2005 -2007 (EU-project)

Construction works go on:Construction works go on: New exhibition on Christmas tradition in Finland and elsewhere New exhibition on Christmas tradition in Finland and elsewhere

20052005 New hotels in upper Lapland ski resortsNew hotels in upper Lapland ski resorts International winter sports events scheduled for years to comeInternational winter sports events scheduled for years to come Joint all Lapland marketing for summer tourists Joint all Lapland marketing for summer tourists

Rovaniemi has decided to be a candidate for the cultural capital Rovaniemi has decided to be a candidate for the cultural capital

of Europe 2011of Europe 2011

                                                                                                

                                                                                                

to sum up Rovaniemito sum up Rovaniemi

Age-old meeting place of rivers and peopleAge-old meeting place of rivers and people where people meet nature of four seasons.where people meet nature of four seasons. Perseverance wins over hardships.Perseverance wins over hardships. The unique charm of Anna Eleanor Roosevelt.The unique charm of Anna Eleanor Roosevelt. The grace of the Concorde airplane.The grace of the Concorde airplane. Here people may become children again:Here people may become children again: You´ll meet with reindeer, snow andYou´ll meet with reindeer, snow and

Father ChristmasFather Christmas