100 YEARS OF MEETINGS
The Swedish Exhibition & Congress Centre is a meeting place at the centre of events. 2018 is the year of our 100th anniversary. We want to celebrate this by recalling a series of meetings that have all taken place inside or close to our premises. They have been big and small, important, innovative... and even historical. And they have always been vital in driving development forward – for our business and for the city we love. Some have been concrete, others more abstract. A meeting can clearly reach far beyond the firm handshake that follows a successful deal. It can be just as much about opinions and differences, journeys in time, or pleasure and entertainment. It is this contrast between highs and lows that inspires us to set our sights on the next 100 years of new goals and experiences. But until then, please read and enjoy!
TIME & SPACE
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1973
1971
1957
1950
1945
1939
1923
1918
The General Trade Fair (Allmänna varumässan), held annually since 1918, takes place for the last time. Exhibitions for the trade and public take over, with a full 14 exhibitions on the programme. Four years later the new Hall B is added.
FOURTEEN
Hall C is opened, linking the Main Exhibition Hall to the other halls. We acquire Scandinexpo and its four trade fairs, and take the step from renting out halls to organising and promoting exhibitions.
GROWTH
The Main Exhibition Hall is opened at Korsvägen. The Swedish Exhibition Centre also begins renting out office space to balance its unsteady income.
MAIN EXHIBITION HALL
Companies from our neighbouring Nordic countries are invited to exhibit at the Swedish Exhibition Centre for the first time, and three years later exhibitors are invited from the rest of the world.
INTERNATIONAL SCOPE
The Second World War ends on the very same week that the exhibition opens, on 12 May. 152,000 jubilant visitors come to the exhibition centre – a new record.
ATTENDANCE RECORD
Halls A and B replace the dilapidated anniversary hall, providing a base for events such as handball, tennis, boxing, concerts and religious meetings.
NEW EXHIBITION HALLS
The Swedish Exhibition Centre moves from premises at Gothenburg School of Trade (Göteborgs Handelsinstitut) to its current location by Korsvägen.
THE MOVE
The Swedish Exhibition Centre is inaugurated and the first trade fair takes place, attracting an impressive 42,153 visitors.
THE FIRST EXHIBITION
TIME & SPACE
2018
2015
2014
2001
1997
1993
1992
1984
The Swedish Exhibition & Congress Centre celebrates its first centenary and is well prepared for the next 100 years.
100 YEARS!
The business breaks SEK 1 billion in turnover.
BILLION TURNOVER
The third tower is completed along with a string of other initiatives, including restaurants, a spa, lounge areas, art and pop-up stores.
TOWER NUMBER THREE
The second tower is completed and the Hotel Gothia Towers now has over 500 rooms. The EU Summit is held in the city in the same year and is attended by all European leaders and the US president, George W. Bush.
TOWER NUMBER TWO
The Expo Hall opposite Liseberg is opened, giving a boost to event business. The Hall increases capacity at the Swedish Exhibition & Congress Centre by 33 percent and helps us attract the Annual General Meeting of the Swedish Society of Medicine in 1998. The Swedish Exhibition & Congress Centre now attracts a million visitors each year.
EXPO
The Swedish Exhibition & Congress Centre takes over the Hotel Gothia from Sara Hotels AB. This is the start of a new business model – managing the hotel and restaurants ourselves. This process eventually leads to our present one-stop offering, with everything under one roof.
SELF-MANAGEMENT
This is a major investment during a deep recession, but the new building is vital for our growing congress and conference business.
CONGRESS BUILDING OPENS
The Hotel Gothia opens next to the Swedish Exhibition Centre. The new Hall A replaces the timber exhibition hall built in 1939.
OPENING OF HOTEL
TIME & SPACE
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QUICK & EASY
The board of the Swedish Exhibition Centre in 1918. The photo was taken during the first trade fair.
QUICK & EASY
QUICK & EASY The foundation for what is now the Swedish Exhibition & Congress Centre began in autumn 1917 when book printer Waldemar Zachrisson proposed a new meeting place in Gothenburg for the Chamber of Commerce. No sooner said than done. On 8 November the same year they appointed “a committee for preparing the case regarding the organisation of a trade fair in Gothenburg�. Just half a year later, on 8 July 1918, the first trade fair was held in Sweden.
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KING & QUEEN
KING & QUEEN Today, a hundred years later, His Majesty King Gustav V and Queen Viktoria would probably not even recognise the enterprise that they cut the ribbon to open on that slightly foggy summer day in 1918. The transformation is almost total as you gaze over today’s extensive hotel and exhibition site that offers everything from congress facilities and prize-winning restaurants to popular public events such as GÜteborg Book Fair and Gothenburg Boat Show.
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KING & QUEEN
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BED & BREAKFAST
BED & BREAKFAST
BED & BREAKFAST As the popularity of Sweden’s new meeting venue grew, following its establishment in 1918, the shortage of hotels in Gothenburg became increasingly apparent. A special accommodation bureau was therefore set up to help visitors find private lodgings at reasonable cost. This move can now be seen to have much in common with today’s sharing economy. The situation is different now, and today we can offer guests a choice of over 1,200 hotel rooms.
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GREEKS & ROMANS
GREEKS & ROMANS The symbol in our logo has remained almost unchanged since the start. A few minor changes have been made to emphasise and adapt it, but the main elements are the same. Our name is combined with a stylised image of the patron of trade, the Roman god Mercury, who incidentally shares many characteristics with the Greek god, Hermes.
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GREEKS & ROMANS
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GOODS & SERVICES
GOODS & SERVICES On 8 July 1918 we opened the doors for our first fair, which was also the first trade fair to be held in the city. The National Trade Fair (Riksvarumässan) was enormously more popular than expected and marked the start of an annual tradition that lasted until 1958. The purpose of the fair was to establish links between industry, crafts and trade that were previously lacking in Sweden, and thus promote industry. It gave manufacturers an opportunity to exhibit their goods and gain valuable information about market demand from traders, who in turn were offered favourable commercial opportunities. Later on we also invited foreign visitors in order to promote trade beyond Sweden’s borders. Our geographical location in the heart of Scandinavia gave us an invaluable advantage, and soon we became a focal point for the entire Nordic market. This pioneering fair drew 530 exhibitors and resulted in a profit of SEK 53,183.
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GOODS & SERVICES
An article on our first National Trade Fair, from the weekly Hvar 8:e Dag.
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HIGH MOUNTAINS & DEEP VALLEYS
HIGH MOUNTAINS & DEEP VALLEYS
HIGH MOUNTAINS & DEEP VALLEYS Our popular neighbour, Liseberg amusement park, has practically been on the same journey as us right from the start. When the park opened on 8 May 1923, to mark the city’s 300th anniversary, no-one could have foreseen what a success it would be. Just two weeks later the first attraction, the Bergbanan roller coaster, opened to the public. “It is clear that the new means of entertainment will be one of the most popular,” predicted the regional newspaper, Göteborgs Posten. And they were absolutely right. A century later it is hard to imagine anything that has such a central role in the cityscape and the soul of Gothenburg as the greatest amusement park in Scandinavia.
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HIP & HURRAH!
HIP & HURRAH! The celebrations of Gothenburg’s 300th anniversary began with pomp and ceremony on 8 May 1923. The festival area, known as the Anniversary Exhibition, covered almost 550,000 square metres and made a big impression both locally and internationally. This date marked the opening of the Swedish Exhibition Centre’s first exhibition hall, as well as Gothenburg Museum of Art, Gothenburg Botanical Garden and Liseberg amusement park. The preparations for Gothenburg’s 400th anniversary in 2021 are already well under way and we look forward to being part of this new journey into the future.
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HIP & HURRAH!
Plate manufactured for the Anniversary Exhibition in 1923 by Gรถteborgs Porslinsfabrik.
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ENERGY & MASS
ENERGY & MASS What do physics and roller coasters have in common? Quite a lot actually. In addition to the fact that the cars exchange potential energy for kinetic energy and experience high g-forces in the loops, Albert Einstein gave his Nobel lecture on relativity theory at Liseberg one summer day in 1923. Nowadays this science tradition is continued across the road, during the Nobel Week Dialogue at the Swedish Exhibition & Congress Centre. Nobel prizewinners, world-leading researchers, opinion-makers and political decision-makers gather here every alternate year to discuss current topics of interest.
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ENERGY & MASS
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ART & COPY
Preparations at the Swedish Exhibition Centre for the Svensk Reklam trade fair in 1927.
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ART & COPY
ART & COPY The Swedish Exhibition Centre quickly realised the importance of effective communication, and in 1927 organised an advertising fair that covered advertisements, signs, printed matter, posters, furniture and office equipment. At the same time a partnership agreement was reached with the Swedish Marketing Federation (Svenska Reklamförbundet), which organised a trademark competition at the fair. This encouraged the top agencies in Sweden to show off their talents. The region has shown a keen interest in good advertising ever since. This is no exaggeration, as some of the world’s most celebrated and high-profile campaigns have come from Gothenburg-based agencies, such as “The Epic Split” with action hero Jean-Claude Van Damme, on behalf of Volvo Trucks. This viral ad from 2013 is the most viewed advertising video in the automotive segment.
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PRINTED & CUT
PRINTED & CUT When the Swedish Exhibition Centre first opened we used colourful printed tickets that were torn off by hand. Today we are increasingly shifting towards digital solutions such as QR codes, which are considerably more practical and environmentally friendly.
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PRINTED & CUT
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THEN & NOW
THEN & NOW
Two snapshots in time. Korsvägen in Gothenburg on 4 August 1932 and on 19 May 2017.
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THEN & NOW
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HEAVEN & EARTH
HEAVEN & EARTH 1939 is one of the darkest years in history due to the breakout of war around the world, but for our business the story was considerably brighter. After a long wait we were finally able to open our new exhibition halls, which also meant new opportunities. Suddenly we became the focal point of all types of events, including handball, boxing and tennis. But there were also religious and political meetings as well as numerous parties. The biggest crowd-pullers were the handball matches, which drew up to 5,000 spectators – quite impressive considering that we only had five employees.
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HEAVEN & EARTH
The Swedish Exhibition Centre’s new premises, June 1939.
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PRESS & MEDIA
Prime Minister Stefan Lรถfven (S) holds closing speech at the Social Democrat party congress 2017 in the Swedish Exhibition & Congress Centre.
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PRESS & MEDIA
PRESS & MEDIA Our dealings with the international media reach a long way back. Back in 1944 our business came into the public gaze when around 30 journalists from all over the world came to report on that year’s trade fair. The New York Times, Agence Francaise Independante, United Press, Life, Time, AP, Reuters, NZZ – they were all here. Times change, and what was then a milestone is now a regular occurrence. As the business has grown our role as a meeting point for the press has become much more prominent. Every trade fair attracts representatives from trade media and the local and national media who want to write about the latest news and get a glimpse of the future. In total, we welcome about 3,000 journalists annually.
During the EU Summit in 2001, a press centre was set up with work stations for around 2,000 media representatives in the halls of the Swedish Exhibition & Congress Centre.
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TEN & OUT
Ingemar Johansson before the match for the World Heavyweight Championship title against Floyd Patterson, on 26 June 1959 at Yankee Stadium, New York. Patterson was knocked down seven times before the referee stopped the fight in the third round, and Sweden’s first and so far only heavyweight champion was widely cheered.
TEN & OUT
In 2011, a celebratory statue christened “Ingo the champ” was erected outside Nya Ullevi stadium in Gothenburg.
TEN & OUT In winter 1945 a seemingly insignificant boxing match in the exhibition halls was the spark for one of the biggest events in Swedish sporting history. It was there, in the glow of the lights, that a 13-yearold spectator realised his calling in life. Three years later, Ingemar “Ingo” Johansson returned to the exhibition centre for his first big match. In the space of a few minutes he floored the number two junior heavyweight in front of a shocked crowd. It was the start of a career that would take him all the way to the heavyweight world championship.
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WAR & PEACE
WAR & PEACE
WAR & PEACE When you look at the way our business grew during the years 1939–1945 it is hard to imagine that one of the bitterest wars in world history was being fought out at the time. Everything ran as smoothly as usual, despite the ongoing war, with a few small exceptions. Peace finally arrived in 1945. That same week we held our annual trade fair, one of the first to be held since the end of the war. People’s joy was boundless, as was reflected in the attendance figures. Drawing a massive 152,000 visitors, the trade fair set a new record, for us and for trade fairs in Scandinavia as a whole.
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XL & XXL
XL & XXL The Swedish Exhibition Centre kept on drawing crowds after the end of the war, and 1946 was quite exceptional. A total of 500,000 people came to the exhibition halls that year. It was around this time that one could begin to imagine today’s success story, with around two million visitors annually.
Swedish Exhibition Centre 1946.
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XL & XXL
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HOUSE & HOME
HOUSE & HOME Home means a lot. It is a place for peace and quiet, a place for weekdays and weekends and a place for all your things. From appliances and household items to bicycles, jewellery and those iced cakes with walnuts on top that were passed down through generations like some sort of family weapon. When our first consumer fair on the theme of home and household was held in 1952 there was absolutely no problem filling it with goods or visitors. The Dagens HushĂĽll consumer goods fair attracted 60,000 curious visitors right from the start and remained one of our most reliable and popular brands for 50 years. This naturally made it especially difficult to say goodbye when the time came. But in fact the fair still lives on in a different guise today. It actually provided the seed for two highly successful fairs: the TUR Travel & Tourism Fair and the current House & Home Fair.
1) A crowded but welcoming scene at Dagens HushĂĽll 1952. 2) The main entrance in 1969. 3) Advertising poster for the first trade fair.
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HOUSE & HOME
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THE SWEDISH EXHIBITION CENTRE
There had been suggestions to make the Swedish Exhibition Centre an international arena since the 1920s, but it was not until 1953 that they were acted upon. Because the annual trade fair had been promoted as a Swedish fair and was already well established, there was little desire to change it. Instead, an additional fair would be held in autumn, the 37th in succession and the first in international guise. The only question was, how much interest would there be among exhibitors and visitors, just a few months after the previous fair? A great deal, it turned out. The final count was 291 international exhibitors and more exhibitors in total than during the spring fair, plus lots of visitors. In light of the fantastic results it was fairly obvious that we should stay on the international path. Gradually we outgrew our premises and the time came to extend.
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THE SWEDISH EXHIBITION CENTRE
THE SWEDISH EXHIBITION CENTRE
SATCHMO & POPS
SATCHMO & POPS Someone once compared his voice to a creaky wheelbarrow being pushed up a gravelly hill. But for many people he is the greatest jazz stylist ever. He was renowned for his magical improvisations and high-C trumpet note. In 1959, Louis Armstrong, aka Satchmo or Pops, transformed the exhibition hall into an electric entertainment arena. Perhaps it was at this very moment that the seeds of what we now call The Theatre were sown. Whatever the case, his music lives on forever. Some even claim that if you listen really, really carefully at the exhibition centre you can still hear the notes of his traditional closing number “When It’s Sleepy Time Down in South”.
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SATCHMO & POPS
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PACKED & READY
PACKED & READY Scanpack is the leading packaging exhibition in northern Europe. It has held this position since the mid-1960s. This is where the industry meets to get a complete overview of the products and services that are on offer. But the fair is much more than just an exhibition of industrial packaging machinery. It is just as much about innovations, brands, recycling, design and of course the chance to meet buyers and strengthen relationships with new and existing customers.
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PACKED & READY
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FLOWERS & BEES
These two KRAV ecolabelled beehives produce 50–60 kilograms of honey annually, which is then used for cooking at the Swedish Exhibition & Congress Centre.
FLOWERS & BEES
FLOWERS & BEES The Swedish Exhibition Centre was unusually early in highlighting environmental issues. As long ago as 1963 we began talking about organising an event on the topic of pollution in Gothenburg. This was long before the words “environment” and “sustainability” became part of our daily vocabulary. The general public had little interest, however, and it was not until the 1970s that this idea was realised. But since then we have continued to work on making sustainable development an integral part of our business. One example is our beehives on the roof, housing over 100,000 bees, which contribute to biodiversity by pollinating plants and flowers.
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ROCK & ROLL
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1) Screaming fans prior to the Stones concert. 2) The Rolling Stones perform at the Swedish Exhibition Centre. 3) Hanna von Spreti as Alex, in Flashdance.
ROCK & ROLL The Swedish Exhibition Centre has been a great arena for concerts and shows since the early days. In fact since 31 March 1965. That was when the Rolling Stones gave their first performance in Sweden, and a certain Mick Jagger gave thousands of hysterical fans satisfaction at the Swedish Exhibition Centre. Since then, audiences have been treated to everything from Harry Belafonte to musicals such as The Jersey Boys and the 1980s smash hit Flashdance.
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ROCK & ROLL
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POP & CAMP
POP & CAMP Today, we take it for granted that young people have their own distinct culture, music tastes, interests and attitudes. But this is a relatively recent phenomenon that arose with Rock ’n’ Roll in 1950s USA, and then spread to the rest of the world over the next decade. The Teenage Fair held at the Swedish Exhibition Centre in 1967 was one of the first fairs of its kind in Europe. During the fair the Industry exhibition hall was transformed into a psychedelic dream grotto filled with 1960s vibes and pop music. Thousands of young people crowded on to the painted concrete floor to dance, watch fashion shows, meet designers and get a glimpse of the latest Bond car. The fair ended with what was called the biggest international pop festival of the age, as the stage was taken over by a string of Swedish and foreign performers. Although the Teenage Fair was a success among the rebellious youth, it was ironically the spirit of that era that prevented it from being repeated in Stockholm the following year, due to anti-consumerism protests.
1) Teenage Fair 1967 poster, designed by Ulla Almquist-Larsson. 2) The newly formed UK rock band Traffic appeared at the Teenage Fair. Lead vocalist Steve Winwood is seen here. 3) Typical 1960s fashion. 4) Bo Holmström, from the TV news programme Aktuellt, interviews a fashion designer at the Teenage Fair to find out what’s in in the mysterious teenage world.
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POP & CAMP
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BUY & SELL
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BUY & SELL Over the first 50 years of the Swedish Exhibition Centre we achieved steady success by concentrating on renting out our halls. But eventually this was not enough – we had outgrown this strategy and it no longer generated sufficient revenue. The solution was to broaden our scope, but setting up new trade fairs from scratch was both costly and risky. In 1971 we got lucky when the most successful entrepreneur in the industry put the exhibition company Scandinexpo on the market. After successful negotiations we took over the company and its four trade fairs. The business now made the big transition from renting out halls to organising trade fairs and developing its own projects.
1) Scanpack 2012. 2) Scanautomatic & Process Technology 2014.
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BUY & SELL
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HORSE & TRACK
HORSE & TRACK
HORSE & TRACK EuroHorse is held at the Swedish Exhibition & Congress Centre in parallel with Gothenburg Horse Show, one of the world’s three largest indoor equestrian competitions, which returns to Gothenburg and the Scandinavium arena annually. Since the start, in spring 1977, more than 2.5 million horse-lovers have visited the two events. EuroHorse and Gothenburg Horse Show are also a fine example of the “all under one roof” concept, in which the combined resources of the Swedish Exhibition & Congress Centre and Scandinavium arena create one of the few facilities in Europe capable of hosting an equestrian event of this size.
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SKY & SEA
SKY & SEA Gothenburg is not a city on the water, but it is definitely a city by the water. And that water is spectacular. The coastline and vibrant archipelago offer some of the most enchanting views in Sweden. This gave rise to a strong tradition of boat use, and the whole experience of being in and around boats is an important part of life for many people in Gothenburg. Gothenburg is also home to the biggest event in west Sweden for boating and sailing enthusiasts, Gothenburg Boat Show. The boat show is one of our most enduring events. For almost 60 years it has been a friendly port, where exhibitors give visitors advice on boat purchases, servicing and equipment for life at sea. But there is much more between sky and sea – from sport fishing schools and treasure hunts to exciting stage programmes and the biggest mobile aquarium in Europe.
Gothenburg Boat Show 1962.
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SKY & SEA
Gothenburg Boat Show 2017.
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ONES & ZEROES
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ONES & ZEROES If you are to believe Hollywood blockbusters such as Terminator and the Matrix, digital technology is paving the way for our downfall. We cannot deny the popular cultural impact of these movie franchises – but as portrayals of the future they are less convincing. We welcome development, and for many decades we have been helping to drive it forward. Our first encounter with computers was in 1977 when we hosted the first Micro computer fair. News of the fair spread quickly and it attracted many visitors who were keen to learn more about the small machines. After 1995 – the “Year of the internet” – development took off like a rocket, heading straight for today’s digital world. And there’s more to come.
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ONES & ZEROES
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1) Sharp video camera, 1992. 2) Apple iPod, 2005. 3) Radio, 1987. 4) An early Apple Mac. 5) One of the first mobile phones, 1987. 6) Sony Super Walkman. 7) VR goggles.
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FITNESS & HEALTH
A lot has happened since the first Göteborgsvarvet half marathon in 1980, when 1,800 runners gathered at the start line at Heden.
FITNESS & HEALTH
FITNESS & HEALTH Every year since 1980 what is now the world’s biggest half marathon has been held in Gothenburg. A massive 60,000 runners – from first-timers to professionals hoping for a record time – gather to run the 21-kilometre-long Göteborgsvarvet half marathon. The course is lined by hundreds of thousands of enthusiastic supporters who in fine weather settle down on a patchwork of blankets around the green start and finish zones. For the last few years this public festival has kicked off in our exhibition halls two days before the run. Fitness enthusiasts gather here to listen to seminars, talk to exhibitors of various sport products, try out sport activities and much more.
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THERE & BACK
The first TUR Travel & Tourism Fair was opened by Princess Lilian and County Governor Ă…ke Norling. The fair attracted exhibitors from 40 countries around the world.
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THERE & BACK
THERE & BACK It began as a fleeting idea and ended up as an international mega-attraction with thousands of exhibitors from every corner of the world, and over 50,000 visitors. The idea was born when the founder of TUR was trying to get Danish companies to exhibit at the Dagens Hushåll consumer goods fair. The moderately interested Danish tourism manager in Sweden countered with a question: “How about starting a dedicated travel fair instead?” Two years later, in 1984, that idea was realised. Apart from the direct effect that TUR has had on Gothenburg’s tourism industry, the trade fair has also greatly benefited tourism in Sweden and abroad.
At the Visit Denmark stand at the TUR Travel & Tourism Fair in 2014, Bio Bike gave out organic smoothies that were mixed by pedalling.
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CULTS & CLASSICS
CULTS & CLASSICS 1984 is not just the title of George Orwell’s classic future novel. It was also the year when the Gothia Towers’ shrimp sandwich first saw the light of day. Since then our famous King Size sandwich has achieved cult status and become a must during a stay in Gothenburg. On 5 May 2009 it also passed an incredible milestone of one million sandwiches sold. The popularity of everyone’s favourite has continued to grow, and today 17 shrimp sandwiches are made every hour, around the clock and all year round.
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CULTS & CLASSICS
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SINGLES & DOUBLES
SINGLES & DOUBLES David vs. Goliath. Sweden against a US team that includes the world number one, world number two and the best doubles pair on the planet. On paper it is an almost unwinnable match for the Swedes, but as it says in the Bible, even giants can be toppled. The Scandinavium arena is surfaced with clay in a tactical manoeuvre by the Swedish team, which is more at home on this surface than its aggressive opponents. Cowardly, reckons star player John McEnroe, nevertheless predicting an American win for the 29th time in succession. But the Swedish strokes swerve right into the history books and trigger one of the biggest upsets of all time in the tennis world – the Davis Cup final of 1984. A few decades later our own exhibition halls became the venue for the tournament. The 2007 quarter final between Sweden and Argentina was fought out in a temporary stadium that rivalled Båstad Tennis Stadium. Unfortunately there was no Swedish victory this time, but it was just as much a highpoint in our rich tennis history.
1) Anders Järryd and John McEnroe in the deciding doubles match in 1984. After 14 successive wins the American number one falls and the cup goes to Sweden. 2) During our time as home ground for the prestigious GLTK tennis club, many great matches were played in our halls. Pictured is the mixed Swedish Championship final in 1952.
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SINGLES & DOUBLES
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GÖTEBORG & CO
GÖTEBORG & CO Gothenburg is one of Europe’s fastest-growing tourist cities and ranks ahead of giants such as Rome, Vienna and Athens in the top 10 list of Lonely Planet for 2016. This success is largely thanks to the joint efforts of the City of Gothenburg and other major stakeholders, including the Swedish Exhibition & Congress Centre. Our collaboration has been a key element since 1991, when Göteborg & Co was founded with the aim of marketing and contributing to the development of Gothenburg as a city for tourism, meetings and events. In 1993, Gothenburg Convention Bureau became part of Göteborg & Co, and partnership with the bureau was a decisive factor in the doubling of our meetings business in just a few years. Suddenly we were able to compete with biggest congresses around the world.
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GÖTEBORG & CO
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RED & WHITE
The Danish team group hug midfielder Kim Vilfort after his 2–0 goal.
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RED & WHITE
RED & WHITE 1992 was the year when we suddenly heard Danish chants of “we are red, we are white, we stand together side by side” all over Sweden as we hosted the UEFA Euro football championship. But let’s start at the beginning. The Danish team had only managed to qualify for the championship following the disqualification of war-torn Yugoslavia, and the rest, as they say, is history. On 26 June, Danish goalkeeper Peter Schmeichel raised the trophy at Nya Ullevi stadium after his team had achieved the impossible. They had conquered the reigning world champions, Germany, in a 2–0 final victory in front of thousands of jubilant red & white fans. But in all fairness the real UEFA Euro festival had actually started a few months earlier here at the Swedish Exhibition & Congress Centre, in our newly built congress hall. Gothenburg was then given the honour of hosting the draw, with over 400 international delegates and direct TV broadcasts to millions of watchers in 22 countries.
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CARIES & BACTERIA
CARIES & BACTERIA In 1993 our meetings business in the congress hall got a real boost and we had another reason to smile. This was the year we hosted the FDI International Dental Federation Congress, which attracted 9,500 dentists from every corner of the world. To coincide with this, Stockholm International Fairs organised the SweDental fair on our premises. Both events were great successes and led to us being given the honour of organising both the fair and the Annual Dental Congress a few years later. Since then we have held a large number of successful congresses in a variety of medical disciplines. We have also hosted a number of political and trade union meetings with delegates from various parties and unions.
Doctor Barbro Westerholm, member of Swedish parliament and former Director General, talked about people’s needs for dental care at the congress.
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CARIES & BACTERIA
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TRACK & FIELD
TRACK & FIELD The weather was exceptionally fine on those few days in summer when one of the world’s biggest sporting events came to town. Gothenburg was host for the World Athletics Championships, which were held at Nya Ullevi stadium in 1992. High jumper Patrik Sjöberg had the honour of carrying the flag at the opening ceremony. Patrik’s hope for gold was dashed when 2.32 metres was only enough for sixth place. Sweden’s other efforts also failed to win us any medals. It was much more successful as a public festival, however, as the Swedish Exhibition & Congress Centre and the rest of the events thoroughfare attracted hundreds of thousands of people to take part in the celebrations.
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TRACK & FIELD
The biggest Gothenburg Festival ever was arranged to coincide with the World Athletics Championships. A hundred thousand people gathered on the main boulevard, Avenyn, to party in the August sunshine.
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ANATOMY & PHYSIOLOGY
ANATOMY & PHYSIOLOGY In the 1990s we were determined to conquer the medical field, which accounted for over half of all congresses. This would give us access to by far the biggest congress in Sweden: the Annual General Meeting of the Swedish Society of Medicine. For half a century this meeting had been as firmly rooted in Stockholm as the sword in the stone, but with the Expo Hall and a state-of-the-art conference venue under construction we became a credible candidate to disrupt this tradition. When the idea was mooted it led to sometimes heated debate in the medical profession – Gothenburg could never carry off such a prestigious event according to the naysayers in the capital. But then the controversial decision was taken at the annual meeting of the Swedish Society of Medicine in 1996, and our efforts had been justified. This was enormous recognition for Gothenburg as a congress city and we soon became the leading venue in Scandinavia for medical gatherings.
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ANATOMY & PHYSIOLOGY
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SORROW & ANGER
In 2008 a plaque was erected at Hjalmar Brantingsplatsen in memory of the dead.
SORROW & ANGER
SORROW & ANGER At times, events take a turn that is absolutely unthinkable. One such event was the tragic fire at a disco on premises rented by the Macedonian community near Backaplan. 63 young people lost their lives and almost 200 were injured on the night of 30 October 1998. Even worse, it soon became clear that the fire was the result of arson. Despite this knowledge it took a further 14 months for the investigators to piece together the facts. But in January and February 2000 four suspects were detained for the crime and, for safety reasons, their trial was held at the Swedish Exhibition & Congress Centre. The proceedings were simultaneously interpreted into 13 languages in rooms specially adapted for use by council members, relatives, defence lawyers and journalists.
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BOOK & LIBRARY 1)
BOOK & LIBRARY Having started as a specialist meeting for Swedish librarians in the mid-1980s, Gรถteborg Book Fair has grown to become one of the largest European gatherings that centres on the written word, and now attracts many international guests. Over the years the fair has developed into an important forum for current social debate. It is also a prominent venue for trade in literary rights. Here, authors, international figures in culture, journalists, librarians, politicians, Nobel laureates, researchers, teachers and book lovers gather each year for four eventful days.
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BOOK & LIBRARY
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1) Astrid Lindgren, possibly the world’s greatest children’s author, is one of many prominent guests who have visited Göteborg Book Fair over the years. In her opening speech in 1991 she said that journalists often asked her: “Is there any future for books?” The answer to that question is just as true today as it was then. As Astrid Lindgren put it herself in her standard reply: “Is there any future for bread?” 2) Desmond Tutu, archbishop, human rights activist and winner of the Nobel Peace Prize, visited the 2007 Göteborg Book Fair and took part in a demonstration for the people of Myanmar at the International Square. 3) The mermaid in the logo of Göteborg Book Fair originates from an illustration in the first book printed in Sweden, “Dialogus creaturarum”, in 1483. Bertil Falck and Conny Jacobsson, who set up Göteborg Book Fair, took the motif from a plastic bag produced for the 500th anniversary of book printing, then flattened out the bag and photocopied it. This is why the tail fin is distorted on early posters for the book fair. A few years later the logo was redrawn by graphic artist Bo Berndal, and the mermaid’s tale regained its bounce.
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CHAOS & HARMONY
In 2001, Sweden was handed Presidency of the EU and the Swedish Exhibition & Congress Centre was given the prestigious task of organising the EU Summit at Gothia Towers for some of the most powerful leaders in the EU and the world as a whole. It was also the first time that a ruling American president, in this case George W. Bush, visited Sweden, and a key milestone in our history. But the summit was a real baptism of fire for our organisation and our staff, as the event was unfortunately accompanied by riots, stone-throwing and vandalism around the city centre. What many people do not know is that our premises served as a peaceful haven during the disturbances and that the summit itself was a great success, prompting fine thank you letters to the Swedish Exhibition & Congress Centre from the White House and from the UK prime minister at the time, Tony Blair.
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CHAOS & HARMONY
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ART & CULTURE
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ART & CULTURE Decorating interiors with art is an art in itself. Everything hangs on the emotions and impression you want your surroundings to convey. For us at the Swedish Exhibition & Congress Centre this is more than just stylish decoration. Our walls are steeped in a passion for art that stretches back over many generations. This is also apparent in many of our premises and neighbouring spaces. The intention is to reflect the character of Scandinavia and at the same time offer visitors a deeper experience, whether this is achieved through a picture on the wall, sculptures, photographs or the play with light. We even have a special area set aside for this, The Gallery, where we regularly hold exhibitions of various types featuring new and established artists.
1) Jens Fänge, artist. 2) Ann Edholm, artist. 3) Carolina Falkholt, artist. 4) Mikael Jansson, photographer. 5) Olav Christopher Jenssen, artist. 6) Jacob Dahlgren, artist. 7) Jan Håfström, artist. 8) Klara Kristalova, artist. 9) Astrid Sylwan, artist.
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ART & CULTURE
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BUSINESS & PLEASURE
BUSINESS & PLEASURE To promote industry. This is the essence of the task of the Swedish Exhibition & Congress Centre Foundation. The foundation has no owners or investors and all profits are reinvested in our operations. We currently welcome just over 1.8 million visitors to our meeting venues each year and generate around SEK 2.7 billion in revenue from visitors. This money is spent in areas such as shopping, hotels, restaurants and travel in the city and region. Roger Holtback is leading the Swedish Exhibition & Congress Centre into its next hundred-year period, which will bring continued expansion and internationalisation. Holtback has been a member of the board since 1990 and has held the chairman’s role since 2002.
Chairmen over the years: 1917–1924 Carl August Kjellberg. 1923–1933 Oscar Von Sydow. 1933–1944 Ivar Fallenius. 1944–1951 Malte Jacobsson. 1951–1971 Per Nyström. 1971–1979 Erik Huss. 1979–1980 Gösta Cederryd. 1980–1992 Jonas Forssman. 1992–1995 Ernst Knappe. 1995–2002 Bo C.E. Ramfors. 2002– Roger Holtback.
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UP & DOWN
UP & DOWN
UP & DOWN In 2004 the expression “breathtaking views� took on a new meaning at the Swedish Exhibition & Congress Centre and Gothia Towers. This was the year when the hotel opened its panoramic lift outside Tower 2. Each floor disappears beneath your feet in just over a second as the glazed lift ascends to the top. It is half lift, half thrill ride, reckon many people as they gaze out over the landscape, with the greatest amusement park in Scandinavia right below.
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HITS & MISSES
HITS & MISSES
HIT & MISS Idol is a Swedish TV reality show in which dreams are either crushed or become reality. But it has also given us many familiar entertainment figures. The programme starts with a national round of auditions in which the jury visits selected cities to pick out the best local talents. 2010 was an especially exciting year for the contestants – at least in Gothenburg – as a record number of young people headed to the Swedish Exhibition & Congress Centre which was hosting the festivities. They all shared the hope of going home with a golden ticket at the end of the day.
Tove Styrke was the winning Idol contestant in 2009 and since then has become an established and respected performer on the Swedish music scene.
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POMP & CEREMONY
POMP & CEREMONY In 2011 we began construction of our third tower, which with 450 rooms would make us one of the biggest hotels in Europe. We also took the opportunity to add a further six floors and 50 rooms to the central tower, thus creating the very successful Upper House concept. Three years and SEK 1.2 billion later it was completed. We now had a total of 1,200 hotel rooms. The investment included a number of other initiatives around the centre, including restaurants, spa, lounge areas, art and pop-up stores. It was our biggest investment ever and one of the most significant milestones on our journey to become the intercontinental meeting place we are today.
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POMP & CEREMONY
CEO Carin Kindbom and chairman Roger Holtback on stage for the opening of our new meeting venue in 2014.
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BEER & WHISKY
Craft-brewed beer from O/O in Gothenburg, whose Evergreen beer (on right in photo) took the prize for the best IPA at the festival. The brewery collaborates with local artists to produce the elegant labels on the bottles.
BEER & WHISKY Once a year the Swedish Exhibition & Congress Centre is transformed into a mecca for drink connoisseurs when the doors open for Gothenburg Beer & Whisky Festival. The festival has grown enormously since it was first held in 2013 and is now one of our most popular events. This is largely thanks to the growth of microbreweries, which have put craft beer centre stage. Visitors can take a journey of discovery among hundreds of different exhibitors of beer, whisky and other drinks, and expand their knowledge at numerous tasting sessions. The festival is also home to the largest beer competition in Scandinavia, where certified judges rank the newcomers of the year in nine medal categories and the best beer in all categories.
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BEER & WHISKY
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FAITH & DOUBT
FAITH & DOUBT All of a sudden he was standing on the steps to the catwalk, accompanied by the intro to “Tro och tvivel” (Faith and Doubt), which seemed to last much longer than usual. Håkan Hellström could not believe what he was seeing. He put his hands over his eyes and peeked hesitantly between his fingers. He covered his eyes again. But then the music unleashed a wave of singing from the audience that boiled over the walls of Ullevi stadium and spilled out over Gothenburg. Incredibly, his home town concert in 2014 had drawn a capacity crowd of 69,349 – more than any other concert in Sweden to date. Its impact was reflected in the city’s overflowing bars, restaurants, hotels and, of course, here at the Swedish Exhibition & Congress Centre. We also had the distinction of being mentioned in his song “Ingen oro, tjabo” (No Worries, Mate), in which he sings about his job as a dishwasher at Gothia Towers. The next year Håkan created a sensation again when he appeared as a surprise guest at the 75th birthday celebration of author and cartoonist Jan Lööf, during Göteborg Book Fair. They performed the song “Valborg” together, with Hellström on acoustic guitar and Lööf on saxophone.
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BODY & SOUL
BODY & SOUL
BODY & SOUL In the wellness field, health and well-being are seen as a two-way street, with each providing a foundation for the other. It’s an idea that has been around for a long time, but has only gained scientific support in recent years. General interest in this field has grown as a result and the industry generates high revenues. In 2014 we gained our own spa in the five-star Upper House hotel department. This is a multi-tool for body and soul, offering a traditional west coast spa, Gothenburg’s only Turkish bath, a gym, yoga and a suspended outdoor glass pool on the 19th floor, high above the bustle of the city.
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ABRA & CADABRA
ABRA & CADABRA
ABRA & CADABRA The inspiration for The Theatre came primarily from Las Vegas, where grand shows and the extraordinary are top of the bill. The Theatre is neither a regular theatre nor a normal restaurant complex. It is much more. In 2014, illusionist Joe Labero had the honour of opening the new show venue with his magical and petrol-soaked punk circus, Inferno, alongside the fire performers Burnt Out Punks. The show was watched by an enthusiastic audience of almost 30,000.
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CITY & HARBOUR
CITY & HARBOUR Gothenburg is one of the top event cities in Sweden, attracting major international events in culture, music and sport. This is largely thanks to the close collaboration between stakeholders in the city. One example is Volvo Ocean Race, the world’s most challenging round-the-world yacht race, sponsored by the multinational automotive giant. In 2015 the global race concluded in Gothenburg, with support from the city and several other well-known companies, including Ericsson, Göteborgs-Posten, Stena Line, the Swedish Exhibition & Congress Centre and Gothia Towers, which were the main partners at the finish line. Everyone had a ringside view of the final dash to the city harbour and a chance to enjoy a diverse choice of restaurants, cafés and entertainment on offer. The event drew a massive 335,000 visits – more than ever before in the history of the race.
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PEOPLE & ENVIRONMENT
PEOPLE & ENVIRONMENT As part of our vision of being the most attractive meeting venue in Europe we give high priority to sustainability. This applies equally to people and the environment. Two of our partners in social engagement are Gothenburg Rescue Mission and El Sistema in Gothenburg. Our common goal is clear: to give centre stage to people and the meetings between them. We show respect for the environment in many ways. One aspect is certification to ensure that our environmental efforts meet the highest international standards. Since 2015, for example, we have held certification to BREEAM and ISO 20121. The latter is an ISO certification specially designed for the events industry and was used for the first time at the Olympic Games in London in 2012. Certification is an international seal of quality that guarantees our customers a venue that meets their requirements.
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PEOPLE & ENVIRONMENT
El Sistema has its roots in Venezuela and uses music to create positive social change for children in Gothenburg, Sweden and 65 other countries around the world.
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RECORDS & STATISTICS
RECORDS & STATISTICS In 2016, Gothia Towers sold 279,958 room nights, which is the highest figure so far recorded for a hotel in Scandinavia. This is a record that we are very pleased and proud to hold.
With its fantastic double-height panoramic window on floors 22–23, the Upper House Grand Executive Suite offers spectacular views over Gothenburg.
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STARS & VERTIGO
STARS & VERTIGO At the very top of our central tower, within reach of the stars and with fantastic views over Gothenburg, is the Upper House Dining restaurant. In 2016 the restaurant gained another, equally fine star in the prestigious Michelin Guide. This makes it the perfect location for anyone who appreciates the combination of spectacular food and views.
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STARS & VERTIGO
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FEET & PAWS
FEET & PAWS The partnership between people and dogs began over 15,000 years ago, when docile wolves were allowed into our settlements, with the aim of improving our safety (and perhaps getting a meal for their trouble). They naturally howled as soon as strangers neared the camp. Call it a highly successful alliance or simply a beta version of the home alarm system. The faithful dog is still by far the most popular pet, and perhaps this is why the MyDog show, which is organised in partnership with Västra Kennelklubben, is growing year on year. It’s an event where you can pet, snuggle up to and admire breeds from around the world and watch everything from demonstrations of agility and obedience to nose work and international dog shows.
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WINE & DINE
WINE & DINE Grab’n’go, Italian bistro or gourmet menu decorated with a Michelin star. Our restaurants have something to suit all occasions and tastes, but one thing they all have in common is the love of good, sustainable food. We strive to choose ingredients that are organic, locally produced and fairly traded, and some are even produced here, such as the honey from the beehives on the roof of Tower 2. They taste better, and just as important, they are better for the environment. The quality of our food is assured by our awardwinning chefs and serving staff. In 2016 they won eight prestigious titles, and previous awards include four gold medals from the Culinary Olympics.
1–3) Ristoria. 4–5) Upper House.
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Sven Hammarström, Managing Director, 1949–1969. Sven took the first step towards internationalising the Swedish Exhibition Centre by gaining membership of UFI – the Global Association of the Exhibition Industry.
ONWARDS & UPWARDS
Erik Bergendahl, Managing Director, 1924–1949. Erik was involved in the conversion of the exhibition centre into a foundation, and also began the construction of Halls A, B and C.
Erik Ehrengren, Managing Director, 1969–1983. Erik worked hard to develop the business and its content, and shifted the focus from general fairs to more specialised trade fairs. With the acquisition of Scandinexpo the step was taken from renting out halls to organising trade fairs and developing our own exhibition projects.
Roland Falk, Managing Director, 1983–1988. Roland took the initiative for collaboration within the trade fair industry and formed the Mässrådet trade fair council (now Fairlink). He was involved in the launch of several new fairs, including the TUR Travel & Tourism Fair and Göteborg Book Fair.
Lennart Mankert, CEO, 1988–2010. Lennart pushed through the construction of the congress hall and the second tower. He laid the foundations for a new business model – managing the hotel and restaurants ourselves. He also worked closely with the City of Gothenburg on major events such as the Annual General Meeting of the Swedish Society of Medicine and the EU Summit.
ONWARDS & UPWARDS Over the decades six people have held the title of Managing Director or CEO* of the Swedish Exhibition Centre. Despite different backgrounds, profiles, responsibilities, sales and performance goals, they have had some important things in common. The will to drive the exhibition centre and the business forward is especially important, and the ambition to achieve continuous growth. Today, our daily efforts are guided by our core values of commitment, courage and collaboration, and our vision is to become Europe’s most attractive meeting venue by offering the best overall experience.
Carin Kindbom, CEO, 2010–. Carin was involved in the construction of the third tower and the establishment of the five-star Upper House concept. She is now leading this billion-krona business into the next exciting phase of expansion. *The title of this position was originally Commissioner, but was changed to Managing Director in 1941, during the time of Erik Bergendahl, and later to CEO. Before this date, Jacob Hyberg and Ivar Sjöberg held the roles of Commissioner of the Swedish Exhibition Centre between 1918–1921 and 1921–1924 respectively.
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MORE & MORE
MORE & MORE The Swedish Exhibition & Congress Centre has grown dramatically over the years and it continues to expand in every direction. We have also created more and more jobs – directly and indirectly – and have grown from around 10 employees to the current figure of over 800 year-round employees and around 1,300 in high season. For every krona that our visitors spend with us, they spend a few krona more in the city, on transport, shopping, dining and entertainment, for example. Our ambition is that our importance to the region should continue to grow so that we become an increasingly important business engine for the whole of Gothenburg and the surrounding area.
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MORE & MORE
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EVERYTHING & A LITTLE MORE
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EVERYTHING & A LITTLE MORE
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EVERYTHING & A LITTLE MORE When you hear the words Swedish Exhibition & Congress Centre the first thing that springs to mind is likely to be recurring fairs such as GĂśteborg Book Fair, Gothenburg Boat Show and Gothenburg Beer & Whisky Festival. Clearly these fairs have attracted large numbers of visitors, a lot of publicity and even gained their own pages in this book. But they still only account for a fraction of our programme over the years. We have covered everything from fashion and bio-energy to Japanese youth culture. In fact, we even organised a fair on the subject of trade fairs.
1) Elfack 2017. 2) Auto Trade Fair 2014. 3) D-congress 2017. 4) Nordic Outdoor 2014. 5) Svenska Maskinmässan 2016. 6) Scanpack 1967.
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TOWERS & PINNACLES
TOWERS & PINNACLES It is said that all good things come in threes. Such as our towers. Like the tale of Jack and the Beanstalk, it has been a constant journey upwards with each new building. First 78 metres, then 83 metres and now 100 metres with the latest addition. We have not yet reached the castle in the clouds, but we are surely well on the way. The towers are linked by two glazed sky bridges and together provide space for 2,700 hotel guests per day. And according to our future plans, good things may also come in fours or even fives.
A fearless window cleaner hangs 100 metres above the ground. The higher he gets, the windier it becomes. The towers have to be cleaned twice a year to keep them gleaming, and each round takes two people about one and half months.
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TODAY & TOMORROW
TODAY & TOMORROW A hundred years of history have made us what we are today. But our journey to become the most attractive meeting venue in Europe continues, and our plans up to 2030 are largely mapped out. In fact we have already made a start on them. In May 2017, we broke ground on our next phase of expansion, which in the short term means extending our entrances to connect them, via escalators, with the West Link underground station at Korsvägen. Later additions will include one new hotel and office building planned for completion around 2025. This, together with a possible fifth building and a new multi-arena nearby, will result in a meeting and events site of the highest international standard that will generate continued growth. This is all intended to meet our ambitious but realistic goals.
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TODAY & TOMORROW
Sketch of the Swedish Exhibition & Congress Centre in 2030.
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POSTSCRIPT The past 100 years have been fantastic, and the Swedish Exhibition & Congress Centre is now looking ahead to the next thrilling century. We know that it will become increasingly important to have physical places to meet in the digital world, and we therefore believe in continued growth for the meetings industry. But to achieve this we need to create high-quality meetings that combine learning experience, accommodation, food and the environment in an integrated package. We have been working on this concept and refining it over the recent decades. We are now ready to start realising our visions and plans to continue developing the Swedish Exhibition & Congress Centre in Gothenburg into one of the most attractive meeting venues in Europe. When the Swedish Exhibition Centre was founded in 1918 it had a clear mission: to promote trade and industry. Today we give a wider interpretation to that mission. By promoting trade and industry we are supporting the development of Gothenburg and the entire region of west Sweden. The Swedish Exhibition & Congress Centre does not work in isolation, but is part of the partnership that exists in the city and the region as a whole. Thanks to its favourable location, Gothenburg has always been a city of seafarers and traders with an international outlook. Today we can see how the region is growing, industry is being modernised and the city is in a very expansive period of change. The Swedish Exhibition & Congress Centre aims to contribute by acting as a strong driver that enhances the attractiveness of the region as a destination and place to meet. With its strategic location in the heart of Scandinavia, Gothenburg has a unique position for international exposure. But it is not just the city that has an attractive geographical location. When the Swedish Exhibition Centre built its first exhibition hall the area was regarded as semi-rural. Today, we are right in the city, within walking distance of venues for sport and entertainment, restaurants, cultural attractions and commercial centres. Our location is one of our strengths and we should build on its potential. This, combined with our business model – to offer everything under one roof – gives us a distinct advantage and enhances our international competitiveness. Taking over operation of Gothia Towers in 1993 was one of the most critical decisions in the development of the Swedish Exhibition & Congress Centre. Since then we have continued to refine our concept to create a multi-faceted experience that
combines trade fairs, congresses and events, restaurants, theatre and art, hotel, spa and fitness centre. But at the same time we want the people who come here to enjoy all the attractions of the city around us, again taking advantage of the spirit of cooperation that exists in Gothenburg. The goal is to constantly develop our own path and our experience-based comprehensive offering. By striving for continuous improvement and taking advantage of opportunities we have used our courage, ambition and resources to realise a large part of our vision and achieved our current standing and reputation. We would not have been able to achieve this without the help of alert, motivated and professional staff at all levels. Our fantastic colleagues are vital in delivering first-class service and living up to the expectations placed on us. Our ownership model also gives us another clear advantage. The Swedish Exhibition & Congress Centre Foundation is financially strong today. As a privately owned foundation we never share any profits. Instead, we reinvest every krona in the business, which gives us excellent potential for continuous development. Over the years we have had the courage to believe and invest in the Swedish Exhibition & Congress Centre and Gothenburg as an international meeting place, and we have seen our attractiveness steadily grow. This has not happened by chance. We have driven development forward through ambitious visions and careful plans guided by international influence and trends in the meetings industry. We cannot afford to make mistakes. We now face a new century. We are inspired by the rapid digital development, which also brings new challenges and gives us more opportunities to maintain our lead and realise our vision of being the most attractive meeting venue in Europe. We will approach the future in the same way we have driven the Swedish Exhibition & Congress Centre forward over recent decades – through knowledge, courage and belief in the future. We enter the second century of the Swedish Exhibition & Congress Centre with confidence, determination and humility. This is just the start of our journey. Roger Holtback, Chairman
Carin Kindbom, President and CEO
The Swedish Exhibition & Congress Centre Foundation
PHOTOS
SATCHMO & POPS pages 42–43 1) Admission ticket. Photo: The Swedish Exhibition & Congress Centre 2) Louis Armstrong: Photo: TT
COVER 1) Layout. Photo: Lennart Sjöberg
PACKED & READY pages 44–45 1) Packaging. Photo: Niklas Maupoix
QUICK & EASY pages 6–7 1) The board of the Swedish Exhibition Centre, 1918. Photo: The Swedish Exhibition & Congress Centre
FLOWERS & BEES pages 46–47 1) Beehives. Photo: Faramarz Gosheh
KING & QUEEN pages 8–9 1) His Majesty King Gustav V and Queen Viktoria, 1918. Photo: The Swedish Exhibition & Congress Centre
ROCK & ROLL pages 48–49 1) Screaming fans prior to the Stones concert. Photo: Kamerareportage 2) The Rolling Stones at the exhibition centre. Photo: Kamerareportage 3) Hanna von Spreti in Flashdance. Photo: Mats Bäcker
BED & BREAKFAST pages 10–11 1) Breakfast. Photo: Stefan Edetoft GREEKS & ROMANS pages 12–13 1–12) Logos. Photo: The Swedish Exhibition & Congress Centre GOODS & SERVICES pages 14–15 1) National Trade Fair. Photo: The Swedish Exhibition & Congress Centre
POP & CAMP pages 50–51 1) Teenage Fair 1967 poster, designed by Ulla Almquist-Larsson. 2) Traffic with lead vocalist Steve Winwood. Photo: Keystone Pictures/TT 3) 1960s fashion. Photo: UPI/TT 4) Interview at Teenage Fair. Photo: Mission Covenant Church of Sweden
HIGH MOUNTAINS & DEEP VALLEYS pages 16–17 1) Bergbanan roller coaster at Liseberg, 1923. Photo: Kamerareportage
BUY & SELL pages 52–53 1) Scanpack 2012. Photo: The Swedish Exhibition & Congress Centre 2) Scanautomatic & Process Technology 2014. Photo: The Swedish Exhibition & Congress Centre
HIP & HURRAH pages 18–19 1) Anniversary plate. Photo: The Swedish Exhibition & Congress Centre
HORSE & TRACK pages 54–55 1) EuroHorse. Photo: The Swedish Exhibition & Congress Centre
ENERGY & MASS pages 20–21 1) Albert Einstein at Liseberg, 1923. Photo: Museum of Gothenburg
SKY & SEA pages 56–57 1) Gothenburg Boat Show, 1962. Photo: The Swedish Exhibition & Congress Centre 2) Gothenburg Boat Show, 2017. Photo: The Swedish Exhibition & Congress Centre
ART & COPY pages 22–23 1) Preparing for Svensk Reklam trade fair, 1927. Photo: The Swedish Exhibition & Congress Centre
THEN & NOW pages 26–27 1) Korsvägen, 1932. Photo: The Swedish Exhibition & Congress Centre 2) Korsvägen, 2017. Photo: Anders Wester
ONES & ZEROES pages 58–59 1) Video camera. Photo: Peter Hoelstad/TT 2) Apple iPod, 2005. Photo: HO/TT 3) Radio, 1987. Photo: Peter Hoelstad/TT 4) Apple Mac. Photo: Tekniska museet 5) Mobile phone, 1987. Photo: Tekniska museet
HEAVEN & EARTH pages 28–29 1) The Swedish Exhibition Centre’s new premises, 1939. Photo: Kamerareportage
FITNESS & HEALTH pages 60–61 1) Göteborgsvarvet half marathon, 1980. Photo: Private/Göteborgsvarvet 2) Göteborgsvarvet half marathon, 2016. Photo: Adam Ihse/TT
PRESS & MEDIA pages 30–31 1) Party congress (Social Democratic Party), 2017. Photo: Björn Larsson Rosvall/TT 2) Press centre at EU Summit, 2001. Photo: Jorma Valkonen
THERE & BACK pages 62–63 1) Princess Lilian and County Governor Åke Norling open TUR Travel & Tourism fair 1984. Photo: The Swedish Exhibition & Congress Centre 2) TUR Travel & Tourism fair 2010. Photo: Björn Larsson Rosvall/TT
TEN & OUT pages 32–33 1) Ingemar Johansson, 1959. Photo: George Silk/Getty Images 2) “Ingo the champ” at Nya Ullevi stadium. Photo: Adam Ihsen/TT
CULTS & CLASSICS page 64–65 1 Gothia Towers’ shrimp sandwich. Photo: Jimmy Millblad
PRINTED & CUT pages 24–25 1–40) Admission tickets. Photo: The Swedish Exhibition & Congress Centre
XL & XXL pages 36–37 1) The Swedish Exhibition Centre, 1946. Photo: Kamerareportage HOUSE & HOME pages 38–39 Dagens Hushåll consumer goods fair, 1952 Photo: The Swedish Exhibition & Congress Centre 2) The main entrance, 1969. Photo: Kamerareportage 3) Advertising poster for first trade fair. Photo: The Swedish Exhibition & Congress Centre THE SWEDISH EXHIBITION CENTRE pages 40–41 1) Poster for the Swedish Exhibition Centre. Photo: The Swedish Exhibition & Congress Centre
SINGLES & DOUBLES page 66–67 1) Anders Järryd and John McEnroe 1984. Photo: Sören Karlson/XP/TT 2) Mixed Swedish Championship final 1952. Photo: Kamerareportage GÖTEBORG & CO pages 68–69 1) Göteborg. Photo: Anders Wester/Göteborg & Co 2) Strömmingsluckan food stall. Photo: Superstudio D&D/Göteborg & Co Feskekôrka fish market hall. Photo: Kjell Holmner/Göteborg & Co 4) Magasinsgatan. Photo: Superstudio D&D/Göteborg & Co Gothenburg Museum of Art. Photo: Superstudio D&D/Göteborg & Co 6) Tram. Photo: Superstudio D&D/Göteborg & Co RED & WHITE pages 70–71 1) UEFA Euro football championship, 1992. Photo: Sven-Erik Sjöberg/TT 2) UEFA Euro draw. Photo: Jorma Valkonen
CARIES & BACTERIA pages 72–73 1) Barbro Westerholm. Photo: Rickard Kilström/TT
PEOPLE & ENVIRONMENT pages 104–105 1) El Sistema. Photo: Lisa Thanner
TRACK & FIELD pages 74–75 1) Patrik Sjöberg 1995. Photo: Kamerareportage 2) Avenyn during World Athletics Championships, 1995. Photo: Kamerareportage
RECORDS & STATISTICS pages 106–107 1) Upper House Grand Executive Suite. Photo: Ulf Celander
SORROW & ANGER pages 78–79 1) Memorial. Photo: Lennart Sjöberg BOOK & LIBRARY pages 80–81 1) Astrid Lindgren. Photo: Kamerareportage 2) Desmond Tutu. Photo: Niklas Maupoix CHAOS & HARMONY pages 82–83 1) EU Summit in Gothenburg, 2001. Photo: Henrik Montgomery/TT 2) Göran Persson and George W. Bush. Photo: Anders Wiklund/TT ART & CULTURE pages 84–85 1) Art work by Jens Fänge. Photo: The Swedish Exhibition & Congress Centre 2) Art work by Ann Edholm. Photo: The Swedish Exhibition & Congress Centre 3) Art work by Carolina Falkholt. Photo: The Swedish Exhibition & Congress Centre 4) Art work by Mikael Jansson. Photo: The Swedish Exhibition & Congress Centre 5) Art work by Olav Christopher Jenssen. Photo: The Swedish Exhibition & Congress Centre 6) Art work by Jacob Dahlgren. Photo: The Swedish Exhibition & Congress Centre 7) Art work by Jan Håfström. Photo: The Swedish Exhibition & Congress Centre 8) Art work by Klara Kristalova. Photo: The Swedish Exhibition & Congress Centre 9) Art work by Astrid Sylwan. Photo: The Swedish Exhibition & Congress Centre BUSINESS & PLEASURE pages 86–87 1) Roger Holtback. Photo: Anna Hult UP & DOWN pages 88–89 1) Gothia Towers and Liseberg. Photo: Anders Wester HITS & MISSES pages 90–91 1) Tove Styrke. Photo: Anette Nantell/DN/TT POMP & CEREMONY pages 92–93 1) Carin Kindbom and Roger Holtback, 2014. Photo: The Swedish Exhibition & Congress Centre BEER & WHISKY pages 94–95 1) O/O Evergreen beer. Photo: Lundgren + Lindqvist FAITH & DOUBHT sida 96–97 1) Håkan Hellström. Photo: Erik Forsberg BODY & SOUL pages 98–99 1) Spa Upper House. Photo: Ulf Celander 2) Pool Upper House. Photo: Anders Wester ABRA & CADABRA pages 100–101 1) The Theatre. Photo: The Swedish Exhibition & Congress Centre CITY & HARBOUR pages 102–103 1) Älvsborgbron. Photo: Jonathan Nackstrand/TT 2) Volvo Ocean Race. Photo: The Swedish Exhibition & Congress Centre
STARS & VERTIGO pages 108–109 1 & 5) Upper House Dining. Photo: Faramarz Gosheh 2, 3 & 6) Upper House Dining. Photo: Jimmy Millblad 4) Photo: Stefan Edetoft FEET & PAWS pages 110–111 1) MyDog. Photo: Stefan Edetoft WINE & DINE pages 112–113 1–2) Ristoria. Photo: Stylt 3) Ristoria. Photo: Jimmy Millblad 4–5) Upper House. Photo: Faramaraz Gosheh ONWARDS & UPWARDS pages 114–115 1) Erik Bergendahl. Photo: The Swedish Exhibition & Congress Centre 2) Sven Hammarström. Photo: The Swedish Exhibition & Congress Centre 3) Erik Ehrengren. Photo: The Swedish Exhibition & Congress Centre 4) Roland Falk. Photo: The Swedish Exhibition & Congress Centre 5) Lennart Mankert. Photo: The Swedish Exhibition & Congress Centre 6) Carin Kindbom. Photo: Lisa Jabar MORE & MORE pages 116–117 1) Restaurant kitchen. Photo: Stefan Edetoft EVERYTHING & A LITTLE MORE pages 118–119 1) Elfack, 2017. Photo: The Swedish Exhibition & Congress Centre 2) Auto Trade Fair, 2014. Photo: The Swedish Exhibition & Congress Centre 3) D-congress, 2017. Photo: The Swedish Exhibition & Congress Centre 4) Nordic Outdoor, 2014. Photo: The Swedish Exhibition & Congress Centre 5) Svenska Maskinmässan, 2016. Photo: The Swedish Exhibition & Congress Centre 6) Scanpack 1967. Photo: The Swedish Exhibition & Congress Centre TOWERS & PINNACLES pages 120–121 1) Gothia Towers. Photo: Stefan Edetoft TODAY & TOMORROW pages 122–123 1) The Swedish Exhibition & Congress Centre, 2030. Photo: The Swedish Exhibition & Congress Centre Claims for use of copyright images will be accepted.
© Swedish Exhibition & Congress Centre Foundation, Gothenburg, 2018 Publisher: Swedish Exhibition & Congress Centre Foundation Text and design: Ehrenstråhle Print: Göteborgstryckeriet ISBN: 978-91-639-5566-2 www.svenskamassan.se