Erik Ruth is a surfer, philosopher, CEO of Nordic Surfers AB, and the founder of the award winning Hallifornia Culture Festival in Varberg, Sweden.
The idea is to develop new and attractive event concepts with the aim of achieving positive socio-economic growth in local, regional and national arenas. The event attracts 40 000 visitors during one week each July.
It is an event-driven place branding via a cultural theme, designed to function as a value-based platform that connects different social and economic sectors, which in turn creates possibilities for innovation and cross-sector fertilization.
Sub-projects such as the inclusion of immigrants, gender equality in action sports, and the education of young volunteers through real life projects and training.
See the video here.
Erik will talk about how local assets can be mobilised and organised in a united effort to enhance the attractiveness of a destination. “We are what we do.”