Identifying key challenges, needs, and opportunities to strengthen collaboration between event organizers and the municipality.
The Public Sector
Event actor analysis for Aarhus Municipality
Background
In 2026, Silverlining Research conducted an event actor analysis for Aarhus Events, the central entity of Aarhus Municipality in the city’s event life. Aarhus is one of Denmark’s leading event cities, and the analysis was initiated to strengthen the collaboration between event organizers and the municipality, as well as to ensure the city’s position as an attractive destination for both local and international events.
The purpose of the project is to create a solid knowledge base on how the collaboration between event organizers and the municipality can be improved, as well as how the application process can be optimized. At the same time, Aarhus Municipality aims to gain a better understanding of organizers’ experiences, needs, and challenges, enabling them to strengthen communication and cooperation in future events.
Method
The project combines a quantitative survey of event organizers in Aarhus with a qualitative follow-up through in-depth interviews. The study covers topics such as the application process, communication with authorities, and the use of city spaces. This approach has provided a nuanced understanding of both the practical and perceived challenges organizers face when collaborating with the municipality.
Results
The analysis has resulted in concrete recommendations, providing Aarhus Municipality with a strong decision-making foundation to optimize collaboration with event organizers. It contributes to a better understanding of organizers’ needs and challenges and has highlighted opportunities to simplify processes, improve communication, and make better use of the city’s spaces.
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Terje Vammen
Senior Director & Partner
Silverlining Research
Silverlining Research
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