Sponsorship at the highest level
Events On March 31 and April 1, 2007, Snopenair will take the Alpine stage in the Jungfrau region for the 10th time. The sponsors are also pleased.
Events On March 31 and April 1, 2007, the Snopenair will take place for the 10th time on the alpine stage in the Jungfrau region. Even the sponsors are satisfied.pop music on the edge of the glaciers, do we need that? Is this a scoop or a snatch idea? When Urs Kessler, Vice Director and Head of Marketing and Operations of Jungfrau Railways, confronted the Board of Directors of Jungfrau Railways with his "Snopenair" concept on Kleine Scheidegg at 2200 meters above sea level about ten years ago, he was met with skepticism. If music, then rather a kind of Musikantenstadel, he also heard from colleagues in the management, which would be much more in line with the taste of the regular customers. At the end of March, the snow conditions around the Jungfraujoch are still very good, but in the valley people are already thinking about daffodils and lilacs. To liven up the dull off-season, Kessler wanted to appeal to a new segment of guests with young music to fill rail cars and ski slopes. The enterprising manager did succeed in attracting many Indians, Koreans and Chinese to the Jungfrau region, and the Bollywood scenes filmed at the foot of the Eiger provided a boost for the Asian guest segment, which prefers to arrive in the off-season. But that was not enough. The Jungfrau Railways' marketing manager was determined to push through the Snopenair. Coordinator Hans-Rudolf Wyss evaluated the site near the train station on Kleine Scheidegg, and Kessler looked for sponsors and bands. The area on which the high alpine Woodstock was to take place is owned by an alpine cooperative. An agreement was reached on a rent of 3000 francs for the two concert days.
Initially, Urs Kessler wanted to go big and hire stars like Tina Turner. When the first Snopenair took place in 1998, everything was a bit smaller than planned. The total budget of 181900 francs at that time would not even cover half of the artists' fees today. The band Gotthard from Ticino and Floria Ast kept 3000 people happy in miserable weather. The first Snopenair seemed more like a weird bivouac in Antarctica than a serious pop festival in the wind and snowfall. The Green Party's criticism did not materialize; after all, the Jungfrau region may be pure nature, but it is also an Alpine region that has been opened up by rail for over 100 years, and on peak days it teems like Tokyo's Shimbashi station. The Lauberhorn race, a superlative sporting event with advertising messages along the piste, has also prepared the terrain for another major event.
The very special atmosphere of this "highest open air" in the world attracted more and more guests year after year, including an increasing number of repeaters. Perseverance was needed, because for four years in a row, the Snopenair was dogged by bad weather. Kessler: "We didn't give up, because we were convinced of the concept!"
Attractive showcaseFor the sponsors, the Snopenair is an attractive showcase to present their logos in front of a breathtaking backdrop. International labels such as Coca-Cola or Heineken and Swiss brands such as Rivella, Coop and Swisscom are joined by local companies such as the Interlaken-domiciled Rugen beer brewery and Jungfrau Railways. "We were involved in the Snopenair from the very beginning, because we want to support a cultural event and do something for our image," says René Urfer from the local company Lowa, which sells mountain boots and hiking accessories. And, "It's also important that we can invite customers to the VIP area of the arena."
Bruno Hofweber, Managing Director of Rugenbräu in Interlaken: "We are closely connected with the Jungfrau Railway, as we can deliver our beer to their guest establishments. So it was clear from the start that we would be involved in the Snopenair as sponsors. We have been happy to stay involved, because the event also brings in the right target group for our mixed drink Twister, which contains only a small amount of alcohol. The Snopenair is ideal for networking for our employees, by the way."
The sponsors pay 12,000 Swiss francs for the basic arrangement. In return, their logo appears on all posters and advertisements, they can advertise with banderoles on the concert grounds, distribute giveaways and receive two dozen VIP tickets, the train ride, concert, entrance to the VIP area and a rustic dinner with the artists. For higher performances, the price can go up to about 20000 francs.
Ascent with setbacks Already in the second year, the budget doubled thanks to more sponsors and higher visitor numbers; the expenses for artists' fees, however, tripled to 214,000 Swiss francs; stars such as Status Quo and Polo Hofer were hired.
In 2000, the budget climbed to almost 400,000 francs. But in spite of Deep Purple and other bandwagoners, the number of spectators dropped by 1000 to 3500, and the festival, which was plagued by bad weather, seemed to be on the brink of collapse. After the stock market crash in the economic crisis year 2002 painful cuts in the budget were necessary, the three ensembles Gotthard, Core 22 and Second Hand Roses as well as the singer Sina made do with a total of 129000 francs; in bright weather the mood among the 4000 spectators was excellent.
In the meantime, the six-member OC team under the leadership of Urs Kessler was so well-rehearsed that only one meeting with all those responsible was necessary. Coordinator Hans-Rudolf Wyss has to consider "aller Gattig Winsch". Each band gets a railroad carriage as a backstage réduit; if desired also with a red leather sofa. Wyss: "We get 20- to 40-page manuals with instructions. For example, salami of a certain brand is to be provided for a band, as well as the best Bordeaux." It has happened that artists arrived without sweaters and with sneakers for the concert in the high mountains, and the organizers are prepared for that as well. The manager of a band demanded that his pampered protégés must travel the 150 meters from the Grand Hotel Regina to the train station by bus, which was shot down. There are also no helicopter flights to Kleine Scheidegg. Says Kessler, "The train ride is part of the experience, even for the artists."
In front of and behind the scenes there are 200 helpers. The second highest cost block, the stage, amounts to 55000 francs. Within 10 days, 25 people assemble and dismantle the high-tech stage, with everything having to be transported to the high-alpine concert venue by train.
Record budget in the anniversary yearThe budget settled around the 650000 franc mark and the total of the artists' fees between 350000 and 440000 francs. The organizers are not aiming for a large profit, a "black zero" is considered a success, because the Snopenair has become a first-class image carrier, it fills trains, hotel beds and restaurants and carries the aura of the Jungfrau region throughout the world.
In 2006, however, the shine peeled off a bit, because the singer Anastacia cancelled at short notice, whereupon the organizers hired two bands, Toto and Melanie C, which did not go down well with the audience. Instead of 8000 spectators as in the previous year, only 5500 came to Kleine Scheidegg. Such a slump, which was also not exactly flatteringly commented by the media, was not allowed to happen again. While the 9th Snopenair was still in progress, Urs Kessler called the manager of Bryan Adams, and soon received written confirmation that the successful Briton, who had thrilled the crowds in 2004, wanted to perform again in front of the Eiger, Mönch and Jungfrau on Saturday afternoon, March 31, 2007. This year's Snopenair was already completely sold out two months before the event. 1500 packages including overnight stay went away, 50 journalists from all over the world will report on the anniversary event.
The budget for the 10th Snopenair is 900000 Swiss francs; 200000 are contributed by the sponsors, 650000 come from ticket sales, 50000 from the catering. On Sunday, Link and Plüsch will play for a family audience, and the train ride to Kleine Scheidegg and admission for children are free. Will there be an 11th Snopenair? Urs Kessler is keeping a low profile: "We'll wait and see how the anniversary Snopenair goes down. Then we'll decide." If it were up to the sponsors, the answer would clearly be yes.
Werner Catrina
Initially, Urs Kessler wanted to go big and hire stars like Tina Turner. When the first Snopenair took place in 1998, everything was a bit smaller than planned. The total budget of 181900 francs at that time would not even cover half of the artists' fees today. The band Gotthard from Ticino and Floria Ast kept 3000 people happy in miserable weather. The first Snopenair seemed more like a weird bivouac in Antarctica than a serious pop festival in the wind and snowfall. The Green Party's criticism did not materialize; after all, the Jungfrau region may be pure nature, but it is also an Alpine region that has been opened up by rail for over 100 years, and on peak days it teems like Tokyo's Shimbashi station. The Lauberhorn race, a superlative sporting event with advertising messages along the piste, has also prepared the terrain for another major event.
The very special atmosphere of this "highest open air" in the world attracted more and more guests year after year, including an increasing number of repeaters. Perseverance was needed, because for four years in a row, the Snopenair was dogged by bad weather. Kessler: "We didn't give up, because we were convinced of the concept!"
Attractive showcaseFor the sponsors, the Snopenair is an attractive showcase to present their logos in front of a breathtaking backdrop. International labels such as Coca-Cola or Heineken and Swiss brands such as Rivella, Coop and Swisscom are joined by local companies such as the Interlaken-domiciled Rugen beer brewery and Jungfrau Railways. "We were involved in the Snopenair from the very beginning, because we want to support a cultural event and do something for our image," says René Urfer from the local company Lowa, which sells mountain boots and hiking accessories. And, "It's also important that we can invite customers to the VIP area of the arena."
Bruno Hofweber, Managing Director of Rugenbräu in Interlaken: "We are closely connected with the Jungfrau Railway, as we can deliver our beer to their guest establishments. So it was clear from the start that we would be involved in the Snopenair as sponsors. We have been happy to stay involved, because the event also brings in the right target group for our mixed drink Twister, which contains only a small amount of alcohol. The Snopenair is ideal for networking for our employees, by the way."
The sponsors pay 12,000 Swiss francs for the basic arrangement. In return, their logo appears on all posters and advertisements, they can advertise with banderoles on the concert grounds, distribute giveaways and receive two dozen VIP tickets, the train ride, concert, entrance to the VIP area and a rustic dinner with the artists. For higher performances, the price can go up to about 20000 francs.
Ascent with setbacks Already in the second year, the budget doubled thanks to more sponsors and higher visitor numbers; the expenses for artists' fees, however, tripled to 214,000 Swiss francs; stars such as Status Quo and Polo Hofer were hired.
In 2000, the budget climbed to almost 400,000 francs. But in spite of Deep Purple and other bandwagoners, the number of spectators dropped by 1000 to 3500, and the festival, which was plagued by bad weather, seemed to be on the brink of collapse. After the stock market crash in the economic crisis year 2002 painful cuts in the budget were necessary, the three ensembles Gotthard, Core 22 and Second Hand Roses as well as the singer Sina made do with a total of 129000 francs; in bright weather the mood among the 4000 spectators was excellent.
In the meantime, the six-member OC team under the leadership of Urs Kessler was so well-rehearsed that only one meeting with all those responsible was necessary. Coordinator Hans-Rudolf Wyss has to consider "aller Gattig Winsch". Each band gets a railroad carriage as a backstage réduit; if desired also with a red leather sofa. Wyss: "We get 20- to 40-page manuals with instructions. For example, salami of a certain brand is to be provided for a band, as well as the best Bordeaux." It has happened that artists arrived without sweaters and with sneakers for the concert in the high mountains, and the organizers are prepared for that as well. The manager of a band demanded that his pampered protégés must travel the 150 meters from the Grand Hotel Regina to the train station by bus, which was shot down. There are also no helicopter flights to Kleine Scheidegg. Says Kessler, "The train ride is part of the experience, even for the artists."
In front of and behind the scenes there are 200 helpers. The second highest cost block, the stage, amounts to 55000 francs. Within 10 days, 25 people assemble and dismantle the high-tech stage, with everything having to be transported to the high-alpine concert venue by train.
Record budget in the anniversary yearThe budget settled around the 650000 franc mark and the total of the artists' fees between 350000 and 440000 francs. The organizers are not aiming for a large profit, a "black zero" is considered a success, because the Snopenair has become a first-class image carrier, it fills trains, hotel beds and restaurants and carries the aura of the Jungfrau region throughout the world.
In 2006, however, the shine peeled off a bit, because the singer Anastacia cancelled at short notice, whereupon the organizers hired two bands, Toto and Melanie C, which did not go down well with the audience. Instead of 8000 spectators as in the previous year, only 5500 came to Kleine Scheidegg. Such a slump, which was also not exactly flatteringly commented by the media, was not allowed to happen again. While the 9th Snopenair was still in progress, Urs Kessler called the manager of Bryan Adams, and soon received written confirmation that the successful Briton, who had thrilled the crowds in 2004, wanted to perform again in front of the Eiger, Mönch and Jungfrau on Saturday afternoon, March 31, 2007. This year's Snopenair was already completely sold out two months before the event. 1500 packages including overnight stay went away, 50 journalists from all over the world will report on the anniversary event.
The budget for the 10th Snopenair is 900000 Swiss francs; 200000 are contributed by the sponsors, 650000 come from ticket sales, 50000 from the catering. On Sunday, Link and Plüsch will play for a family audience, and the train ride to Kleine Scheidegg and admission for children are free. Will there be an 11th Snopenair? Urs Kessler is keeping a low profile: "We'll wait and see how the anniversary Snopenair goes down. Then we'll decide." If it were up to the sponsors, the answer would clearly be yes.
Werner Catrina
