an UNLIMITED STORY

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TABLE OF CONTENT

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unlimitedMUSICfestival.com

ab@unlimitedmusicfestival.comphone:

CEOAndrei Beno

23.90.73.51vk@unlimitedmusicfestival.comphone:

COOViktor Kyosev

61.73.89.87

About AalborniicationEvent background Surf`s Up 2013 Unlimited Festival 2014Main purpose of the eventUnlimited Festival Music Energy Culture ExperienceFestival mapTartget market Event objectivesAdivsary boardPartners

is mostly on social and experiential events but have also done corporate and entrepreneurial events. We also have experience in media production, installa-tions, visualizations, alternative music, and combining art and technology.

is delivering experiences through developing very unique event concepts, some of which are unique at a worldwide level. We have done everything from creating two Boom Bikes – one of a kind tricycles that double as powerful mobile stages – to music festivals on remote locations – Unlimited Festival, and to the Ultra Violet Experience that combined art, design and electronic music all together.

Between doing Aalbornification-branded events and events for other companies and organizations, we have had thousands of attendees, worked with hundreds of people and with tens of companies, while expanding our team and raising the bar. Our past satisfied clients include Aalborg Kommune, Frederikshavn Kom-mune, Byens Rum, UCN, AAU, AOF Nord, Frit Forum, Platform 4 and others.

Our focus

Our main strength

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is the event-planning agency behind Unlimited Music Festival.

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In 2013 on 7th of September, we organized event at Frederikshavn Palm Beach called Surf`s Up 2013. The event was fusion of electronic music, beach sports and the spectacular sport of kitesurfing. Surf`s Up was great success with attendance of nearly 1000 people, primarily young people on age between 20 and 28 coming all the way from Aalborg.

Surf ’s Up 2013

Based on the success of Surf`s Up, one year later the Unlimited Music Festival was held on 05th and 06th of September at Palmestranden, Frederikshavn. The first year of the festival brought together over 500 people from 18 different countries. The concept of Unlimited Festival is a complex mixture based on 4 different pillars:#Music, #Energy, #Experience and #Culture

Each of them carries its own goals resulting in powerful unity, once they are com-pletely fulfilled ( later on in this paper more information regarding the concept will be presented). The unique concept featured:

Unlimited Festival 2014EVENT BACKGROUND

Sport tournaments Camp site and many more.Over 26 guest European DJs.Two stages – one of them 30 meters inside the water.Exclusive VIPool Party hosted by Hotel Scandic the Reef.

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We believe that, our experience during the past two events organized at Frederik-shavn Palmestranden (Surf`s Up 2013 and Unlimited Festival 2014) will serve us as a launch pad in developing Unlimited Music Festival to a successful annual event with attendance of few thousand people.

We recognize the transition of Aalborg from industrial to a student city and would like to bring a variety of students both international and native to Frederikshavn for few days of electronic music.

Moreover, we already managed to attract visitors from Oslo during Unlimited Fes-tival 2014 and would like to build on that, hence increase the number of Norwe-gian as well as Swedish visitors at Unlimited Festival. Because we realize the importance of setting higher and higher goals for Unlimited Music Festival 2015 we would like to get our first guests from London, UK.

All in all, our goal is to promote cultural exchange between visitors from Norway, Sweden, UK, the international community of Aalborg and residents of Northern Denmark. We envision a festival where young people will have the chance to exchange ideas, make friendships, listen to talented artists and increase their awareness on the topic of sustainability.

Main purpose of the event

MUSIC

CULTURE

ENERGY

EXPERIENCE

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Unlimited Festival is an annual music festival that aims to inspire a greater appre-ciation of the variety of electronic music, while providing a platform for collabora-tion between renowned artists and the performers of tomorrow. The festival forges a unique national identity by applying its concept in a way, so it fits the vision and needs of the host community. After numerous meetings and discussions we have decided to divide the event into 4 different sub-concepts:

was inspired by two major reasons. First of all, to match the needs of the local com-munity (Frederikshavn municipality) and second, to be more than a music festival that can provide alternative to the traditional music festival experience.#Music, #Experience, #Energy and #Culture

Each of the respective names is going to be represented by a specific area and activity. These key words are going to be used as hashtags in the festivals’ com-munication towards the public.

The concept

name/ position / email/ nr

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the event is Electronic music festival. The desire of organizing electronic music festival came from the lack of EDM (electronic dance music) events in Denmark. The festival has two music stages which we consider a launching pads for many young talented performers from Denmark and abroad.

Furthermore, our main priority is to provide diverse genres of electronic music by bringing famous or simply talented artists regardless of background, nationality or gender. Last but not least, the artists are allocated in-between 2 music stages, one of which placed on the water.

Before everything else

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we would like to supply the festival with ̀ unlimited renewable energy`, to communi-cate the local municipality green vision (e.g. Frederikshavn to be supplied by 100% renewable energy by 2015) and to involve spectators in sustainable activities.

Basically, our aim is to build a `green zone` which will be a vibrant and dynamic marketplace where companies and organizations come to showcase their green products and services, and where people go to learn how to live healthier, more sustainable lives.

As the name suggests

ultra violet experience - coming soon

culture aspect of the event can be divided into 2 subcategories, one where we are aiming to bring festival goers from several countries, thus enrich the tourism impact of the host community (e.g. Frederikshavn).

Another where, #Culture is the area in which art, light and video installations are going to blend together in order to create a certain futuristic atmosphere.

The

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that Unlimited Festival is more than a regular music festival, furthermore we would like to involve many activities that will enhance the overall experience. The activities are ranging from extreme entertainment such as `Slip and Slide ramp` and Human Slingshot` to regular beach sport competitions: volleyball and football.

We have the vision

new poster / �nal one

FESTIVAL MAP

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experiencezone

stage

energy zone

huts

tents

OSLO

FREDERIKSHAVN

GOTHENBURG

AALBORG

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extensive research based on our previous experience, social media analyses and trends from the electronic music industry we have identified that our target market is composed by the following segments.

First and foremost, in terms of age people who are 18 - 24 and secondly people who are between 24 and 34. It must be taken into consideration that statistics from the Scandinavian music festival industry indicates that lately older people also tend to attend music festivals.

After conducting

TARGET MARKETour main target market is Danes residing in Frederikshavn or Aalborg. Our second-ary market is young people residing in Oslo and Goteborg, thanks to the favourable location of Frederikshavn Palmbeach, thus the connection that StenaLine provides. Last but not least, the international community of Aalborg (international students living in Aalborg area) has proven as ideal market with large potential for growth (according to Aalborg Municipality currently 2900 international students are resid-ing in Aalborg, the number increased with 60% during the past five years).

In terms of location

The total available market is estimated on approximately 452 000 people who match the description men-tioned in the previous paragraphs. However, our aim for Unlimited Festival 2015 is attendance of 2000 people and gradual increase throughout the years.

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in terms of attendance our goal for 2015 is to sell

Attendance

EVENT OBJECTIVES

we have estimated that the festival`s impact for the local community will be some-where around 1 329 900 DKK (for one day event) and 2 659 800 DKK (in case of two days event) if we manage to bring 2000 attendees to Frederikshavn Palmbeach, regardless of their background.

In order to estimate the economic impact per day for the Unlimited Festival at Frederikshavn, Palmestranden, we used the following formula:

Economic impact = Visitors x Average Expenses x Multiplier

Financially

AcomodationDrinks and food

948 kr1000 kr

TravelTotal

200 kr2145 kr

c – is a % of money left in the area after they have been spent, since most of the suppliers and services are local, our estimated number will be 90%, because most of the money will remain in the event area – Frederiksavn – c = 0.9

t – tax rate of 24% - t = 0.24

m – is coefficient of local workers in services in the festival area. We estimated that an approximate number of 400 people from local companies will be working in the area during the event. Other 300 workers will be volunteers which will not be paid. Furthermore, the coefficient of locals will be 100%, m = 1

the average expenses by one person per one day will be 715 DKK. Please note that the numbers from the table are estimated based on research that covered: hotels, bars and restaurants located at Frederikshavn municipality as well as public transport from Aalborg.

According to the table

M = = 0.931

1 - 0.9( 1 - 0.24 ) + 1

illustrate or thick’n it a bit

= 0.93

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the economic impact on the area per one day is:Economic impact = 2000 x 715 x 0.93 = 1 329 900 DKK (in case of 2000 visitors)Furthermore, the EI for 2 days will be = 2 659 800 DKK

Furthermore

Total number of attendees

Average spendingper person

Multiplier 1st day 2nd day

40006000800010.000

715715715715

0.930.930.930.93

2.659.800 kr3.989.700 kr5.319.600 kr6.649.500 kr

5.319.600 kr 7.979.400 kr 10.639.200 kr13.299.000 kr

2.000 4.000 6.000 8.000 10.0000

5.000.000

10.000.000

15.000.000

20.000.000

25.000.000

Although the festival has a limited budget, the sustainability aspect of the event is of crucial importance to the whole team. Therefore, we are planning to achieve this by developing and implementing a ‘Green zone’, which will: Raise people’s awareness for alternative sources of energy Be a place where people and companies will be able to showcase theiralternatives to conventional power sources while exchanging knowledge andexperience. Emphasize on the fact that ordinary activities can be conducted while taking theenvironment in consideration

Aaaaaaand.... make a bulletpoint

Sustainability

1st dayDKK Nr. of people 2nd day

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we would like to design an engaging environment through our Experience zone and allow visitor to participate in a number of extreme sports such as the Slip n’ Slide and the Human Slingshot.

Experience

in 2014 we managed to bring people from a total of 18 countries. This year we would like to not fall behind, thus our aim is to increase the diversity and the number of representatives of each country

Culture

as mentioned previously we envision a festival that brings on the same stage both renowned artists and the performers of tomorrow. During Unlimited Festival 2014 a total of 26 artists coming from 7 different countries performed at our main stage positioned 30 meters in the water. Our goal for 2015 is to bring artists from even more countries and allow them to perform along a renowned producer.

Music

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our ultimate goal is to reach full capacity at Frederikshavn Palmestranden, hence bring 11 000 people in 5 years from now on. Furthermore, we would like to increase the attractiveness of Frederikshavn as a tourist destination for both national and international tourists.

GROWTHAalbornification is proud to have the advisory board composed by the following

Director at Arena Nord Frederikshavn

Per Malmberg

Co-founder of the Palm Beach at Frederikshavn and Development consultant for Frederikshavn municipality

Steen Heftholm

Project leader for the Culture Department at Frederikshavn municipality

Jens Ole Amstrup

ADVISORY BOARD

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Arena Nord is a cultural, conference and sports centre located in Frederikshavn. Arena Nord is our main partner in the process of planning and organizing the festival due to their long experience in the music and event industry.

Frederikshavn Municipality - is a major stakeholder in the process of planning the festival. The whole concept behind Unlimited revolves around the vision of Frederikshavn for the near future, including:to generate revenue for local communi-ty, to increase tourism and to foster the appreciation of arts and multiculturalism.

Stena Line is one of the largest ferry company in Europe. Not only they are provid-ing our team for transportation towards Norway and Sweden in order for us to pro-mote the Unlimited Festival abroad, but they are offering a 50% discount on tickets for festival goers that are travelling from Norway and Sweden, as long as they bring in a friend. Basically, every two festival guests need to pay just one ticket in order to get to, and from the Unlimited Festival.

PARTNERS

Scandic The Reef Hotel and Resort is the official Unlimited Festival hotel that accommodates most artists, as well as part of the staff. The Unlimited Festival VIP Party is also going to be hosted at The Reef. The hotel is famous for its unique Caribbean style, as well as the 1500 square meters tropical world water park.

Turist Hus Nord - Unlimited Festival is working in collaboration with Frederik-shavn tourist office to increase the awareness of the event and the attractiveness of Frederikshavn as tourist destination in general.