“The biggest party the city has ever organized” is how officials are describing Love Stockholm 2010, a series of events taking place ahead of the nuptials on June 19th.
More than 1,500 activities will take place over the two-week festival. Most of the events are linked to the themes of love or royalty. They include boule brunches for singles, an exhibition of love-related flowers and a chance for children to learn about princes and princesses at Skansen.
The festivities begin on June 6th on National Day and culminate on June 19th, the royal wedding day. Stages will be erected at Kungsträgården, Skeppsbron and Strömparterren, in addition to events in other parts of the city.
“We want to show both Stockholmers and all of our visitors and TV spectators what a fantastic city Stockholm is,” said Berit Svedberg, the city’s cultural director, who is also in charge of the festivities.
The festival will cost Stockholmers 8 million kronor ($1 million). Sponsors will contribute an additional 40 million kronor to the festivities.
Each Stockholmer will contribute about 4 kronor to the love festival. Most of the city’s festivities will be paid through sponsorship revenues. Organizers hope that the publicity will pay off. Around 3,000 journalists are expected to cover the celebrations.
“Exposure is extremely valuable to us if we attract more tourists, investment and people who want to stay here,” said Olle Zetterberg, CEO of Stockholm Business Region.