It is, having already completed its eight editions and with more than 60,000 visitors, one of the city's leading music festivals. Cruïlla Barcelona has become one of the usual summer events, and these days it is warming up and finalizing the details of its ninth edition, which will be held at the Parc del Fòrum on July 12, 13 and 14. In this preparation process, the festival organization has the help of what it calls its "collaborators," a prominent group of brands that accompany Cruïlla in its desire to be "a festival of Barcelona and for Barcelona." This is how Gorka Niubó, head of institutional relations and sponsorship at Cruïlla, explains it to us: "We have known how to go hand in hand with brands, and evolve together. Sponsors come because we grow and at the same time we grow because we have sponsors," he highlights. But when Niubó talks about growth, he does so by emphasizing very well that in the case of Cruïlla "the objective is not to skyrocket audience figures to stratospheric levels or base everything on ticketing, but rather that in our DNA an organic growth model weighs more." For this reason, Cruïlla Barcelona does not mind that sometimes it is spoken of as the little brother of the city's music festivals, at a significant distance in terms of audience volume from Primavera Sound and Sónar, which add up to more than 120,000 and 200,000 visitors each. As its organizers explain, their aspiration is to maintain "human measures" that allow enjoying an experience that goes far beyond the musical offer.
Estrella Damm is the main collaborator of Cruïlla Barcelona. The beer brand bet on the festival from the beginning and Niubó explains that a good part of the success achieved during these years has been the product of understanding and complicity, "of knowing how to go hand in hand." Along with Estrella Damm, other brands have joined that have seen in this festival a different bet and a way to reach an audience that also does not fit the usual target of this type of cultural events. In fact, the age range of the Cruïlla audience is very wide, ranging from young people of 18 years old to adults over 45, "which already says a lot about the type of festival we are," explains its head of institutional relations and sponsorships. The festival shies away from the large concentrations of macro-festivals more oriented to a basically adolescent and young audience, and also from "red carpet" events with very limited capacity, a very specific musical bet and a higher average age.
In the case of Estrella Damm, it not only provides beer to the festival, but also assumes the scenography of the main stage and has made Cruïlla the first music festival in the State to have biodegradable cups.Cruïlla is also singular because, unlike what happens with other festivals held in Barcelona, its audience is basically local. In fact, more than 85% of the people who attend are from the metropolitan area, a singularity that also makes this event a privileged showcase for brands that want to distinguish themselves with the city and that are precisely looking for impact in the local market. Gorka Niubó explains that these brands also choose the festival "because we have a unique DNA. We are not an experience that can be replicated in another city; Cruïlla is organized in Barcelona and is a festival of Barcelona." It is, explains Niubó, about knowing how to transmit that "we have our own personality and that we seek an impact beyond trends."
In the case of Estrella Damm, it not only provides beer to the festival, but also takes on the set design of the main stage and has made Cruïlla the first music festival in the country to have biodegradable cups. This is, in fact, one of the philosophies set in the research of sponsors. As Niubó highlights, "it's about much more than finding someone to put money and their logo." Collaborators also serve to generate experiences for the festival audience. Thus, for example, with the electric scooter brand Scoot, Cruïlla gives visitors the option to charge their mobile phones with their batteries. The Treatwell firm offers services in the field of well-being, Racc handles medical assistance and provides the festival with a medicalized truck, mobility and an uninterrupted transport service during Cruïlla's opening hours have been negotiated with TRAM, and the Munich sports shoe brand is in charge of the chill out area. The list of collaborators also includes Movistar, which not only provides technological and logistical services, but also has a store where they have even organized their own concerts. Torres, Casa Tarradellas, Coca-Cola/Royal Bliss, and Cafès Cornellà assume gastronomic services and Bonpreu is in charge of giving each visitor a revitalizing product pack at the exit. Brugal, Vueling, Jägermeister or Smoking are also on the list of sponsors and the festival also collaborates with the Obra Social de Sant Joan de Déu. In addition, this year it has signed an agreement with the Liceu to offer all those who visit Cruïlla 50% discounts to enjoy one of the operas on display. A sign that the audience of this festival is heterogeneous and a commitment, explains Niubó, "to demonstrate that experiences can be shared with other cultural institutions in the city, despite the fact that, apparently, we are so different."
For Niubó, the key to success when it comes to proposing agreements with sponsors is that everyone wins, "the festival and the brands, obviously, but also the public; our alliance must have a meaning and provide some benefit to the people who come to the festival." This is the philosophy applied to everything: selling unique experiences and having people identify Cruïlla as a differentiated bet in the festival calendar. The musical offer also has a lot to say. For this reason, this year the festival features a prominent lineup, with artists such as Jack White, Prophets of Rage, N.E.R.D, Kygo, Justice, The Roots, David Byrne, and Bunbury. A perfect combination of music and experiences to dress the ninth edition of this festival that in just a few years has already become a classic of Barcelona's summer.
Featured images: From left to right: Jack White, Bunbury, N.E.R.D, Prophets of Rage, Kygo, David Byrne, Roots, and Justice.