“Just like bedtime stories that we used to listen to as children, every event creates and shares its own story. A well-told story is an event where the narrator and the listener meet, where the participant and the speaker form a personal bond.”
Before you come to Conventa Crossover, a hybrid conference for everyone, who wants to learn, socialize and exchange ideas in an informal, relaxed environment, the organisers wanted you to meet the speakers (or storytellers as they like to call them). Don’t worry if you can’t make it to Ljubljana on 27 August 2020, you can join the conference virtually.
Matej Rus
Head of the PODIM Conference
Q: How are we going to organize events in the future?
We will move to a fully hybrid format, using technology to create a permanent virtual space that has fewer time limits and also allows us to host speakers, especially from overseas, with tight schedules or limited travel options.
Q: What is your love story with the world of events?
We are not a serial organizer of large events, but we are focusing all our efforts on a large and complex conference PODIM, which is the core of the national and regional startup ecosystem and promotes it in the world. It is our wish that the PODIM conference will be a source of inspiration and business contacts.
We also need to understand that the startup industry is global and that without numerous presentations to potential partners it is difficult to align the interests of business stakeholders and therefore depends on many meetings. When the right match is made at the PODIM conference, it makes me infinitely happy and proud. My personal mission is to help individuals/startups to achieve the highest possible degree of independence.
Q: In your opinion, what is live marketing’s best advantage vs online?
The personal contact, which is the core of the live event, enables us to interact intensively, although at this year’s conference has shown that even a 1:1 online meeting is not that bad. However, we should not neglect the informal contacts that take place at live events and that can further enhance our formal experience and give us the opportunity for spontaneous chat and mingling.
Q: What are you bringing to Conventa Crossover and why should an attendee not miss your session?
Experience gained by organizing 18 PODIM live conferences and 1 full online conference in 2020. Starting in 2021, we will innovatively combine the advantages of both worlds and focus our efforts on organizing a hybrid event.
Q: What do you expect from the event?
I look forward to meeting the organizers of other events, sharing experiences and good practice and also to establishing some new potential partnerships.
“Just like bedtime stories that we used to listen to as children, every event creates and shares its own story. A well-told story is an event where the narrator and the listener meet, where the participant and the speaker form a personal bond.”
Before you come to Conventa Crossover, a hybrid conference for everyone, who wants to learn, socialize and exchange ideas in an informal, relaxed environment, the organisers wanted you to meet the speakers (or storytellers as they like to call them). Don’t worry if you can’t make it to Ljubljana on 27 August 2020, you can join the conference virtually.
Gernot Marx
Managing Director of Salzburg Convention Bureau
Q: How are we going to organize events in the future?
The process of organizing events will not change, but it will rather be supported by new tools. More importantly, I like to ask why, instead of how. The purpose of events needs to be put in focus when inviting people and asking to spend their time there. Apart from that, experience design will become more important at the very first touchpoint that an attendee has with an event.
Q: What is your love story with the world of events?
I am like a child on a playground, learning new things and doing what I really love day in and day out. Our industry has one of the highest human interaction levels and is very complex. And because I’m into the psychology behind all this, I’m still in love. Even if it makes me angry sometimes. But hey, that’s really all you get in a good relationship, right?
Q: In your opinion, what is live marketing’s best advantage vs online?
Physical meetings are key to satisfy our basic psychological needs for relatedness, autonomy and competence. For example, the touch of another human is not possible online. Virtual meetings lower the satisfaction of our self-determination, raise cognitive dissonance and constrains the sensory perception. And: There’s a buffet at physical events.
Q: What are you bringing to Conventa Crossover and why should an attendee not miss your session?
I am not a person that gives advise on one-size-fits-all marketing. I rather raise questions and discuss. We all love simple solutions, but I’d like to start a more self-reflective perspective in our industry. We need to talk about the factors that influence us most: Our needs as human beings. We need to ask “Does this meet the clients’ expectation?”, but we need to ask “How do I feel about this?” first.
Q: What do you expect from the event?
I am very much open to the content of conferences as long as it features people that are from different industries. A little drive for new innovation is probably what I’d expect as it grows from the outside perspectives and not from a self-contained environment.
Send a look of love instead of kissing. Give a smile instead of a hug. Smile under a mask. Your eyes sparkle when you do.
FAQ’s about safety measures connected to the COVID-19 pandemic at Conventa Crossover 2020
IS THE DECISION TO HOLD THE CONFERENCE DESPITE THE SITUATION IRRESPONSIBLE?
Conventa Crossover is held in accordance with the measures prescribed by public health institutions, and we continuously monitor the epidemiological situation. In addition, we have made sure to provide the safest conditions for all participants – the conference will be held in Cankar Conference Center that meets safety criteria and it is easy to maintain physical distance for a maximum of 100 live attendees. Some parts of the event will be held outside, in Europa Park.
WHAT IF THE EPIDEMIOLOGICAL SITUATION WORSENS? WILL THE CONFERENCE BE CANCELLED?
If the epidemiological situation worsens, the conference will NOT be cancelled and will be held in online format only. The fee difference will be refunded.
WHAT IF SOMEONE GETS INFECTED AT A FESTIVAL?
We expect responsible behaviour from all live visitors (we respect the maximum of 100 live participants). We appeal to all participants to adhere to all prescribed protection measures because in this way they protect themselves, other participants, but also the whole Earth.
WHAT IF I DON’T FEEL GOOD ON THE DAY / DAY BEFORE OF THE EVENT?
In case you don’t feel good or you have any symptoms on the day or day before the event, it is responsible to stay home and attend the conference ONLINE. Let us know about your last minute health reasons on +386 40 822 444 or natalija@toleranca.euor irena.rugel.krajcer@toleranca.eu . The fee difference will be refunded.
“Just like bedtime stories that we used to listen to as children, every event creates and shares its own story. A well-told story is an event where the narrator and the listener meet, where the participant and the speaker form a personal bond.”
Before you come to Conventa Crossover, a hybrid conference for everyone, who wants to learn, socialize and exchange ideas in an informal, relaxed environment, the organisers wanted you to meet the speakers (or storytellers as they like to call them). Don’t worry if you can’t make it to Ljubljana on 27 August 2020, you can join the conference virtually.
Colja Dams
CEO of VOK DAMS worldwide
Q: How are we going to organize events in the future?
With the same passion and commitment, we always do! The playing field might have gravitated towards online and hybrid events but our love for and dedication to impactful events remains unbounded. Be it online or offline, hybrid or digital, people want and need to share real-life live experiences and even this global pandemic isn’t going to change that.
Q: What is your love story with the world of events?
We have been in the business of creating better results for our clients since 1970. For 50 years we have built emotional connections between brands and people by producing up-close-and-personal live experiences. To see people enjoy our events and activations makes all the long hours and hard work worthwhile.
Q: In your opinion, what is live marketing’s best advantage vs online?
It’s sharing the experience with like-minded people that makes live events so impactful. An online event can be emotional and impactful on a personal level but sharing the experience online with your peers is a distant and much weaker connection than in a live setting. Compare any live concert with its online version. No matter how slick the online production, no matter how many camera angles, the live version will always outclass the online one.
Q: What are you bringing to Conventa Crossover and why should an attendee not miss your session?
Like everyone in the Global live event industry, we also have been hit hard by the COVID-19 pandemic. However, we introduced our hybrid event concept over 10 years ago. Since then we have optimized this approach and extended it with our ‘Open Platform’ approach and combined it with our agile agency system. Which prepared in retrospect better for this situation. We are looking forward to sharing our processes and thoughts on how to successfully navigate the pandemic.
Q: What do you expect from the event?
A great exchange of ideas amongst the leading event professionals worldwide. Open and honest dialogue be it online or offline. Looking forward!
The 1st edition the Conference World Summit, focused on the countries of the Black Sea & Balkans region. The event is set to share knowledge, experience, good practices and mostly to be a platform to discover the region of the Black Sea & Balkans and to connect different international players, creating new plannings and opportunities. By organising the BSB Conference World Summit, we would like to emphasize the importance of the meetings & events and the preconditions they create for directly establishing valuable contacts with local and foreign partners, expanding the markets for local companies and increasing their efficiency. By organising the Black Sea & Balkans Conference World Summit 2020, we would like to CONNECT the region, to build bridges and create new ideas for cross-border tourism and MICE (Meetings, Incentives, Conferences, Events) projects. It is also an excellent opportunity for the countries and cities and overall business society to showcase their strategic vision for the development of their priority sectors – tourism, energy, culture, IT, automotive and creative industries.
Key challenges
The BSB CW Summit 2020 is a B2B event targeting and connecting 3 main target groups:
• Public sector – local and international – Ministry of Economy, Ministry of Tourism, Ministry of Culture, Ministry of Transport, Regional Development Agencies, CVBs, Tourism Boards and Municipalities • Industry and branch associations, NGOs, clusters and corporate companies from different sectors. • Private sector – Professional Conference Organizers (PCOs), DMCs, Venues, Business Hotels, Independen Event Managers, Marketing and Advertising Agencies and others.
The main challenge of the 1st edition was to involve representatives from the public sector (locally), not only as a partner of the event but also within its programme. Bulgaria, as a destination, is at its early stages of developing national and regional MICE strategy and understanding. The Bulgarian CVB is operating without the support of the ministry of tourism as well as the key national municipalities at that stage. Therefore, to secure a supporting city and to involve representatives from the government structures like the ministry of tourism and ministry of the economy was the biggest challenge and afterwards, a great success for the organisers. The second challenge was the connectivity – though Varna airport is well-connected throughout the summer season and is a connection hub for Wizzair and Turkish airlines, during February many flights were changed. That caused difficulties in flying international delegates and speakers.
Creativity
Programme flow – the conference was structured with the following concepts in mind:
#EXPERIENCE #EVALUATE #EXCHANGE
Different presentation formats, as well as a change of conference rooms and scenarios, brought the additional feeling of a journey, not only among the topics but across the conference facilities of the venue. A special panel within the programme “Top MICE Recipes – The perfect ingredients for successful destination marketing strategy” was delivered in the top roof bar of the hotel, together with a professional cocktail – making the presentation. Another creative element was the implementation of the creative industries within the social programme of the event, by bringing the Eurovision singer at the stage. “Shared views” conference publication – the event has its signature publication, distributed to each participant, gathering summary from each speaker, as well as delivering information for the destination and key MICE players.
Innovation
The event followed well established international practices for a B2B forum, gathering in its programme a day of info tour, as well as 2 days of well-balanced content programme & networking opportunities. As an innovation for the local market could be considered the overall idea behind the event – to create a conference for the “conference world” – to highlight over and over again, why do we run conferences, why we participate in events, how destinations benefit from events and the importance of creating communities. As an innovation could be considered the idea as well, to run the same event online, just four months after the original event. On the 22 of June 2020, four months after the original format, we have executed an online version of the BSB CW Summit, with same speakers and delegates, following the same programme agenda, where the main idea was to bring back the positive vibes from the original event, to highlight again the importance of the face to face communication and live events. All speakers and delegates were extremely happy to meet again, though this time online, and to recall the good memories of being in Golden Sands, of being together, before the COVID19 storm changing live events world .
Execution
For the first edition, it was among the top priorities for the organisers, to select the best partners possible at each level (venue, technical equipment, catering, logistic and transportation) in order to minimise negative effects and bad outcomes. International Hotel Casino & tower suits, being a five-star hotel with outstanding conference facilities and experienced staff, helped the entire event to be executed as five stars at all levels. All conference rooms, together with the marketing area were properly signed and ventilated, catering was on time served, well-presented and extremely tasty, there were no technical issues with microphones, change of presentation and translation handsets and equipment. During the info tour day all transportation partners were on time, as well as Burgas municipality planned very carefully the intensity of the visits so participants to be as much relaxed as possible.
Measurable results
Participants (speakers & delegates) – We received top scores from all participants, evaluating the content, choice of venue & accommodation, catering and social program.
Partners – as organisers it was also important for us to measure the satisfaction level among the partners of the event.
Our key partners – Bulgarian Small and Medium Size Enterprises Promotional Agency (BSMEPA) and Burgas Municipality have declared their full satisfaction and confirmed their partnership and involvement for 2021 edition.
Local reach – among the top priorities of the event was to reach national government structures in order to build the grounds for the development of the national MICE strategy. Having the vice minister of Tourism, CEO of the Bulgarian Small and Medium Size Enterprises Promotional Agency and experts from 3 municipalities among the guests and within the program was already a success and positive result for the event.
Event numbers – the number of paid delegates, together with sponsors made the estimated budget for the event.
Communication
The marketing campaign for the BSB CW Summit started 9 months prior the event with the launch of the conference website www.cwsummit.com, as well as dedicated social media accounts on Facebook (https://www.facebook.com/cwsummit) and group on LinkedIn.
Organisers signed media partnerships with local and international B2B media; (for the local media – Investor.bg and Kapital magazines in print and online, for international – Conference & Meetings World, Exhibition World, Kongres magazine). The event was presented as well at key international events – IBTM World in Barcelona as well at CONVENTA in Ljubljana. The event was also promoted through all its partners and their networks – via the website of Bulgarian Small and Medium Size Enterprises Promotional Agency (BSMEPA) and Burgas Municipality, Bulgarian Convention Bureau, Travel academy, Event Plus, BG Tourism. Each delegate and participant received well in advance information about the speakers and the overall programme, as on-site was given latest details about the locations, times and programme, together with a copy of the Shared Views special conference magazine. After the end of the event, we have run a satisfaction survey among partners and all participants. The event was highly reflected in both – national and international specialised media. The execution of BSB CW light edition, the online format, four months after the event was a great chance to reconnect with all audience – partners, delegates and speakers.
The use of sustainable practices
Connecting with valuable partners to start the event in order to be recognised on a national level. Bringing national and international media partners well in advance in order to gain coverage and inform the world about the initiative. Have a partnering airline for the event, special rates for accommodation. Use of your partners’ networks and channels to inform about the event. Planning a content, which is unique for your market. Understand and evaluate the needs of your audience to meet their expectations and beyond. Start the event and open the conversation prior to the actual arrival of the delegates. Well, balanced content programme – a variety of formats as well as presenters with different backgrounds. Involving more senses to absorb the information (visual effects, smell, change of scene). Something to take in hands after the event. Social networking activities so to build a stronger community. Experience, Exchange, Evaluate concept. Follow up so to keep the communication and conversations going.
Date: 1 August 2019 – 16 August 2019 Location: Tivat Bay, Montenegro Organizer: M2Communications Client: Porto Montenegro Event type: Field trip
EVENT CATEGORY: B2C | Best Brand Activation
Event description and key objectives
Porto Montenegro and M2Communications have created a unique underwater exhibition. By engaging world-renowned visual artist Luka Radojevic, visitors were given an opportunity to dive into the secrets of ancient times. This collection of sculptures called ”Time” reflects human needs, aspirations, fears, expectations, hopes – pointing to the development path of human civilization from ancient times to the present. The delight began from the moment of leaving the coast by speedboat, with the guide presenting the motives and ideas that preceded this experimental concept. Trained divers have guided visitors to the bottom of the Tivat Bay and enabled them to open their senses to centuries of change in human civilization and evolution. The main objective of the event was to provide an extraordinary experience to the most important clients of Porto Montenegro – members of the Owners Club. This event was intended to justify the main slogan and motto of Porto Montenegro – Life less ordinary and to point out the possibility of experiencing unique and outstanding moments.
Key challenges
Project implementation and monitoring processes were as much of a challenge as just enjoying this original art, which gives a whole new perspective on the notion of artistic space. All the exhibits were made of wood and, in order to protect them, they were coated with an eco-emulsion made of natural materials. Transportation and placement of the figures at five to twelve feet of depth became a special adventure. Also, the unpredictable and unreached nature, as well as the participants that were really hard to impress were the main challenges, motivation, and specificities that have given the event a special significance.
Creativity
The event itself was an idea out of the box – a concept that proves that we can achieve an exceptional experience and effects relying only on our limitless creativity. Inspired by the region, the Adriatic coast, we dared to combine an art exhibition with the diving experience. The best way to experience the artwork collection named “Time” was to present it in a place of perfect tranquillity and silence still full of adventure and excitement.
Innovation
The initial idea and brief of the client were that they wanted to do something special and unusual for the members of their Owners club. They were ready to go beyond the boundaries and do something unprecedented and face the biggest challenge so far. The unusual and extraordinary location is something that definitely marked this event, and has never been done in this region, so far. We have transformed the experience of art into the art of experience.
Execution
The agency was the main service provider with its internal organization. We engaged world-renowned visual artist Luka Radojevic who designed and produced the exhibition, especially for this occasion. Also, one of the most important subcontractors was a team of professional divers and skippers who were in charge of water logistics and underwater tours. All the artworks were placed on the concrete bases and carefully transported to the exhibition location. Under the sea, the artworks were placed on the natural underwater cascades at depths from 5 to 12 meters. Visitors were transported by speedboats to the dive site, while the curator provided information on the artist and the fascinating story behind the artwork collection concept. At the site, professional divers gave visitors basic training and diving instructions.
Measurable results
The event was organized only for carefully selected guests who had the opportunity to participate in this experience. The result that speaks most to the success of the event is a word of mouth – over 150 enthusiastic participants through whom this story continues to live to the present day.
Communication
The event was communicated internally to the members of the Owners club from Porto Montenegro’s marketing department.
The use of sustainable practices
Montenegro’s natural beauty has remained pristine for over two millennia and it is the mission of UNESCO, Porto Montenegro, and the local municipality to uphold this responsibility for future generations. Given the client’s mission, our team relied on the policies of preserving the environment and the culture and approached the conceptualization with great attention. In order to preserve the sculptures in water for more than 20 days, all the sculptures were coated with a special biodegradable emulsion made of natural materials. The emulsion, colours, and materials that were used for the event provided a high level of protection of seawater and marine biodiversity.
“Just like bedtime stories that we used to listen to as children, every event creates and shares its own story. A well-told story is an event where the narrator and the listener meet, where the participant and the speaker form a personal bond.”
Before you come to Conventa Crossover, a hybrid conference for everyone, who wants to learn, socialize and exchange ideas in an informal, relaxed environment, the organisers wanted you to meet the speakers (or storytellers as they like to call them). Don’t worry if you can’t make it to Ljubljana on 27 August 2020, you can join the conference virtually.
Boštjan Prijanovič
Managing director and partner of New Moment Ljubljana
Q: How are we going to organize events in the future?
My experience is business events, presentations, product launches… I can speak only for these formats of events. Events will be smaller, more intimate, with safety precautions. They will be very much goal-oriented. And there’s going to be less of them.
Q: What is your love story with the world of events?
Every event is like a journey into unknown. Every event is “like a box of chocolates. You never know what you’re gonna get”, to paraphrase Forest Gump.
Q: What do you love about your job the most?
Agitation, stress, panic… cognition, feedback, excitement, satisfaction. Every part of the project of creating an event.
Q: In your opinion, what is live marketing’s best advantage vs online?
If live contact is necessary for some purpose, it cannot be avoided. If the aim of the event could be achieved with online tools maybe one should consider doing it online and forget about the live event. Maybe this situation will bring some interesting insights about the event as a marketing tool.
Q: What are you bringing to Conventa Crossover?
More questions than answers.
Q: What do you expect from the event?
More questions than answers.
Q: Why should an attendee not miss your session?
We should not ask ourselves what will be different, but what will stay the same. Why we organize events? I believe we in the business of building a community. This will not change. Let’s find out how.
“Just like bedtime stories that we used to listen to as children, every event creates and shares its own story. A well-told story is an event where the narrator and the listener meet, where the participant and the speaker form a personal bond.”
Before you come to Conventa Crossover, a hybrid conference for everyone, who wants to learn, socialize and exchange ideas in an informal, relaxed environment, the organisers wanted you to meet the speakers (or storytellers as they like to call them). Don’t worry if you can’t make it to Ljubljana on 27 August 2020, you can join the conference virtually.
Ivo J. Franschitz
Owner & Managing Director of ENITED Business Events
Q: How are we going to organize events in the future?
Hopefully with the same and necessary professionalism. Probably with a better understanding of the bigger role our business events & live com industry can and should play on the Mar/Com playing field. Definitely in new & innovative ways and formats.
Q: What is your love story with the world of events?
It’s the people element. I am in love with starting, building and driving meaningful business relationships. It’s the “wild” knowledge I am curious about.
Q: What do you love about your job the most?
Meeting & working with people. “Teamwork makes the dream work.” I know it’s an old proverb, but I still like it.
Q: In your opinion, what is live marketing’s best advantage vs online?
The Human factor of engagement, interaction & emotion, right there and right now.
Q: What are you bringing to Conventa Crossover?
As always, my curiosity and my energy to engage.
Good friends of mine describe it differently. They say I talk too much!
Q: What do you expect from the event?
Interesting conversations, some “Aha”-moments and good fun.
Q: Why should an attendee not miss your session?
Because of my Styrian accent?
Because we will have good & meaningful conversations.
Because I want to learn from the session participants.
“Just like bedtime stories that we used to listen to as children, every event creates and shares its own story. A well-told story is an event where the narrator and the listener meet, where the participant and the speaker form a personal bond.”
Before you come to Conventa Crossover, a hybrid conference for everyone, who wants to learn, socialize and exchange ideas in an informal, relaxed environment, the organisers wanted you to meet the speakers (or storytellers as they like to call them). Don’t worry if you can’t make it to Ljubljana on 27 August 2020, you can join the conference virtually.
Matthias Schultze
Managing Director of the German Convention Bureau
Q: How are we going to organize events in the future?
Future events require a twofold focus on personal meetings and digital interconnection. This can be implemented, for example, through hybrid formats that link face-to-face attendance with online participation. Only in combination with the ‘human touch’ and a dedicated focus on attendee demands can technological innovations like virtual venues or AR/VR tools unfold that special effect which makes an event a lasting success.
Q: What is your love story with the world of events?
Meetings, congresses and events are platforms for the exchange of experiences and ideas. Business events drive innovation, inspire people and provide valuable impulses for political, economic and social development. It is a great pleasure to work in such an environment.
Q: What do you love about your job the most?
The world of business events is very interdisciplinary and unites many perspectives. I appreciate being able to regularly exchange ideas with people from very different fields and thus always get new impulses and fresh ideas.
Q: In your opinion, what is live marketing’s best advantage vs online?
Live and online marketing each have their own strengths – which is why I do not see them as antagonists, but as complementary. With the format of hybrid events it is possible to combine the best of both worlds.
Q: What are you bringing to Conventa Crossover?
With my participation in Conventa Crossover, I want to give a positive outlook for the future. This includes thinking in different scenarios to provide orientation for the post-corona restart in the upcoming months and years. But it is also important for me to look at the opportunities that are currently opening for the future development of business events.
Q: What do you expect from the event?
I expect the event to provide inspiration on the one hand, but also to send signals to the meetings industry as to what new paths, concepts and business models can look like in the “new now”.
Q: Why should an attendee not miss your session?
It’s absolutely okay if someone doesn’t attend my session – as long as he or she watches the recording afterwards 😉
Date: 25 September 2019 Location: Coal mining museum of Slovenia Organizer: Tourism Board of Šaleška valley Client: Couples Event type: Gastronomy
EVENT CATEGORY: B2C | Best Pop-Up Event
Event description and key objectives
Characterised by an authentic mining setting, Velenje underground is an exceptional five-star culinary experience happening 160 m below the surface. It combines top cuisine with elements of sustainable development in the authentic environment of tangible and intangible technical and cultural mining heritage and easily satisfies each of the five senses with a genuine experience of a mining atmosphere (arched mine tunnels, dim light cast by cave lamps, the smell of coal, muffled sounds of the mining machinery and fine cuisine.) In a short span of just a few hours, the experience “transforms” the visitor into a miner and takes them on a journey through a miner’s typical workday: the gathering in the changing room, a ride in the elevator, a visit to the mine, a miner’s meal, a ride with the train, and a lift back to the surface and miners’ “black” changing room. Although the whole story is an experience of great excellence, it still allows the visitor to identify with the basic characteristics of a miner’s workday.
Key challenges
The first challenge was getting permission to organize an experience like this in a historical place where such events are usually neither common nor allowed. We recognized the venue for its captivating genuineness and the potential of drawing in more tourists who could enjoy an authentic mining experience, all the while learning about mining history and culture. Another significant challenge was bringing and serving five-star cuisine 160 metres below the surface, while still preserving its quality, scrumptiousness and lushness.
Creativity
Velenje, the city where our event takes place, grew and flourished due to the coal excavation which is still present and has an important influence on the development of the town and the region surrounding it. We managed to entwine a robust mining environment with top-notch cuisine. A five-star four-course menu “Štajgerjeva južna” makes it possible for the visitors to familiarize themselves with flavours once savoured by the miners. They get to taste a special “can” fish dish resembling miners’ brunches, a soup “My wife’s garden in a bowl” just like the one miners’ wives used to make, the main course resembling a typical miner’s meal and a special dessert “I love you St. Barbara”, named after miners’ patron saint. The robust mining environment is softened with musical accompaniment which enriches the whole experience and gives it a luxurious touch.
Innovation
Velenje Underground presents the town and its surrounding in an innovative way, allowing the visitors to experience mining culture and atmosphere which once presented a basis for the development of the city as well as its economic and social activities. It combines tangible and intangible elements of cultural and technical heritage, fine cuisine, and a taste of five-star pampering. The event also strives to promote the region and local organisations such as The Coal mining museum of Slovenia (mining part), Gorenje Gostinstvo (culinary part) or The Šalek Valley Tourist Board (organisers of the event), all of which put their best foot forward in bringing the pulse of the region closer to its visitors.
Execution
In a short span of just a few hours, the experience “transforms” the visitor into a miner and takes them on a journey through a miner’s typical workday. First, they gather and socialize in the changing room and get welcomed to the mining community with a traditional “Skok čez kožo”, an old tradition of accepting new miners among the experienced ones. After receiving their personal miner’s badge, they ride 160 metres below the surface with an elevator that takes them to the mine where they get their first glimpse of the mine. Throughout the narrow mine tunnels, they walk to the lowest-lying dining room in Europe, where they are served exquisite local cuisine. After their four-course meal, they ride the miner’s train back to the elevator that takes them back to the surface and the changing room, where they share their opinions and experiences of the event.
Measurable results
The event contributes to the promotion of the destination and simultaneously to the growth of the number of visitors. They get to participate in a unique event, which provides fond memories for years to come that they can share with their acquaintances. As a result, the local community is recognized more often as a tourist appealing destination which offers five-star experiences. In 2019, the event has been organised five times and received the Slovenia Unique Experience badge and the 2nd place award in Slovenia’s Hidden Gems campaign competition organized by Radio Si. With this campaign, Radio Si presents hidden tourist gems that remain unknown to many foreign tourists who visit Slovenia. In 2020, we were selected for the BIG SEE TOURISM AWARD, handed out by the Center for creative economy of Southeastern Europe, Zavod Big. The project was also nominated for the best project (Grand Prix) in the category “Creative story and identity as an experience”.
Communication
From now on, the event Velenje Underground makes part of our regular tourist offers. As for advertising, the organisers used personal, outdoor and digital advertising, mail offers, printed ads, and published several articles in different magazines and newspapers. We expanded our advertising channels to make sure to reach more people who might be interested in the event. By encouraging them to share their thoughts, opinions and experiences among their acquaintances, friends and family, and by collecting their impressions at the end of the experience, we also managed to make our advertising more personalised, authentic and appealing.
The use of sustainable practices
Velenje Underground strives to promote cultural, historical and economical values of the Šalek Valley and contributes to the ‘green image’ and sustainability of the Valley and Slovenia. The event is an authentic experience with old-fashioned values and successfully revives old mining cultural customs and traditions and promotes local cuisine. As such, it representatively contributes to 5-star Slovenian experiences.
