Regional branding to the benefit of region´s and airport´s development SEAPLANE Networking Event 21 to 22 April 2005 Mr. Esa Peltonen, MA Pol. Sc. Cultural Adviser, former Director of Culture Dept., Rovaniemi, Finland

Rovaniemi Rovaniemi ____________________________________________________________________________________ Number of inhabitants economic structure: services, education, tourism, communications, small industries Human settlements since 8000 years First mention in real estate sales documents 1453 Marketplace since early centuries Municipality 1785 Railway 1909 First tourist hotel 1936

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

O Shetland Rovaniemi Atlantic Ocean Baltic Sea Arctic Circle

Rovaniemi in the 70ies Labour intensive forestry and small farming slowing down Labour intensive forestry and small farming slowing down Reconstruction got more or less completed two decades after the war Reconstruction got more or less completed two decades after the war Migration to the south of Finland and to Sweden in the 60´s Migration to the south of Finland and to Sweden in the 60´s ”Project Lapland” called forth by president Kekkonen ”Project Lapland” called forth by president Kekkonen Funds for regional development of Lapland Funds 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 80´s Arctic Circle village developed to Santa Claus´ village in 80´s

Father Christmas turned visible Not a comprehensive project Not a comprehensive project but a multitude of endeavours: but a multitude of endeavours: MATERIAL IMMATERIAL MATERIAL IMMATERIAL Places Traditions Places Traditions Actors Goodwill Actors Goodwill Activities Identity Activities Identity Marketing Children´s culture Marketing Children´s culture Services Myth Services Myth Business Nordicity Business Nordicity

Objectives of the Project reduction of unemployment reduction of unemployment increase of tourism activities increase of tourism activities Emphasis on tourist families and children Emphasis on tourist families and children Providing attractions all around the year Providing attractions all around the year Appreciating the unique nature of the north Appreciating 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 Christmas to link peaceful north Finland together with Father Christmas to pool the resources for image marketing and tourism promotion to pool the resources for image marketing and tourism promotion

Schedule and Activities 1950 first cottage at the Arctic Circle 1950 first cottage at the Arctic Circle 1950´s special cancellation stamp 1950´s special cancellation stamp 1960´s and 70´s building of St. Claus´ village 1960´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´ land Regional Governor declares Lapland St. Claus´ land 1984 First Concorde flight to Rovaniemi 1984 First Concorde flight to Rovaniemi St. Claus physically present – first by surprise and later from the mid- 80´s daily St. Claus physically present – first by surprise and later from the mid- 80´s daily

Activities and establishments present set-up of Santa´s village 1993 present set-up of Santa´s village 1998 Santa Park – theme park inside rock 1998 Santa Park – theme park inside rock 1998 Reindeer park between village and S. Park 1998 Reindeer park between village and S. Park 2000 Santa Television 2000 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 municipality Rovaniemi town and Rovaniemi rural municipality Finnish Board of Tourism Finnish Board of Tourism Finnish Post Finnish Post Private enterpreneurs: services and boutiques for tourists Private enterpreneurs: services and boutiques for tourists Association of the salesmen of Santa´s Village Association of the salesmen of Santa´s Village Regional Government of Lapland Regional Government of Lapland Govt. employment program / construction Govt. employment program / construction Finish Civil Aviation Authority / Airport extension Finish Civil Aviation Authority / Airport extension Finnair – Santa´s official airline Finnair – Santa´s official airline EU : First training course for Santa´s helpers 1998 EU : First training course for Santa´s helpers 1998 University of Lapland University of Lapland

Challenges Problems and constraints which had to be overcome Overall cohesion of the project Overall cohesion of the project Low seasons ( in earlier decades) Low seasons ( in earlier decades) Weight of the main season Weight of the main season Need for an Art Director Need for an Art Director Financial limitations Financial limitations Ecological: How to regulate the snowmobile business Ecological: How to regulate the snowmobile business

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St. Claus Village today number of tourist overnights in 2004 in Rovaniemi number of tourist overnights in 2004 in Rovaniemi in in visitors in St. Claus village in visitors in St. Claus village in 2004 Number of media guests in the Chamber of St. Claus Number of media guests in the Chamber of St. Claus 184 in 2004 (166 in 2003) 184 in 2004 (166 in 2003) TV- teams 50 Radios 20 Magazines 51 Newspapers 47 Freelancers 8 News Agencies 3 Others 5 (Travel book writers, PR-agencies, web-pages)

St. Claus´ village km from town, 2 km from airport St. Claus´ office St. Claus´ office St. Claus´ Main Post office St. Claus´ Main Post office Restaurants, cafeterias Restaurants, cafeterias Snow world, safari station Snow world, safari station Tourist information Tourist information Play grounds outdoors/ indoors Play grounds outdoors/ indoors Lapland product souvenir shops Lapland product souvenir shops Work shops, boutiques Work shops, boutiques Events Events

o o o oooo o o o IVALO ENONTEKIÖ KITTILÄ ROVANIEMI KEMI Norway Russia Sweden ? Airports in Lapland province Sodankylä, marked ?, plans to open an airport Arctic Circle Baltic Sea Lapland province: sq km inhabitants

Regional Economic Impact the socio-economic situation today the socio-economic situation today People have learned to be proud of the growing tourism and their natural and cultural environment People have learned to be proud of the growing tourism and their natural and cultural environment persons employed in tourism in Lapland persons employed in tourism in Lapland New enterprises like adventure companies, program services, catering New enterprises like adventure companies, program services, catering Interesting jobs for young people with language skills Interesting jobs for young people with language skills From Rovaniemi tourism has further radiated to all Lapland From Rovaniemi tourism has further radiated to all Lapland Unemployment in the Region 17 % ( like in 2004) whereas migration has slowed down Unemployment in the Region 17 % ( like in 2004) whereas migration has slowed down Christmas tourism value E 20 million in Rovaniemi Christmas tourism value E 20 million in Rovaniemi

Impact at the Airport Rovaniemi airport Rovaniemi 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 Claus Official 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 & Oulu Amount of passengers ranks 3rd in Finland, after Helsinki & Oulu development of passengers handled per year: development of passengers handled per year: international domestic total international domestic total scheduled charter scheduled charter

Outlook for the future Another Master Course for Santa´s helpers (EU-project) Another Master Course for Santa´s helpers (EU-project) Construction works go on: Construction works go on: New exhibition on Christmas tradition in Finland and elsewhere 2005 New exhibition on Christmas tradition in Finland and elsewhere 2005 New hotels in upper Lapland ski resorts New hotels in upper Lapland ski resorts International winter sports events scheduled for years to come International 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 of Europe 2011 Rovaniemi has decided to be a candidate for the cultural capital of Europe 2011

to sum up Rovaniemi Age-old meeting place of rivers and people Age-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 and You´ll meet with reindeer, snow and Father Christmas Father Christmas