We contributed with services on an operative level by holding the sponsorship, traders and environmental management in the start-up year 2014. Targeting the right brands for the audience and festival identity, building values and local partnerships, mapping the environmental footprint were the Key Performance Indicators. On the environmental area transport, energy, purchasing and waste management were start up target areas. We also completed an audience survey to obtain reliable feedback on the event itself, as well as the sustainability aspect and sponsorship cooperation. The feedback was then used to develop the concept further. The survey model used has been developed through 15 years of festival experience.