Øvre Verket befinner seg i Ulefoss sentrum. Ironisk nok tyder navnet til noe øvre, men her var det arbeiderklassen som holdt til et drøyt hundre år siden. Byggene har besittet flere roller til beboerne over årene, men nå er Øvre Verket en kultur hot-spot. Du finner galleri, utstillinger, lokalt håndarbeid og ikke minst mat i form av nystekt brød på lørdager, eller restauranten Spiseriet. Så ta turen da vel!
Dette, som du kanskje allerede vet, er Mette. Hun er daglig leder her på Øvre Verket. Hun har vært en verdifull samarbeidspartner i KRAFT-prosjektet. Dette bildet ble tatt nå nylig fra da hun stilte opp til et av våre små-prosjekter.
Butikken har gaveartikler, bøker og håndarbeid. På bildet ser du kumlokk-kolleksjonen, en populær genser. Gavebutikken, Antikvariatet , Rammeverkstedet , de to galleriene og Håndverksbua kan åpnes etter avtale. Ta kontakt med Mette Sanden på 99557763 for avtale.
Vi krysser fingerne og håper og tror at små, utsatte næringer får hjelp til å overleve.
Skrevet av: Marjolein Schram, Jasmin Saleh, Aryan Sarvarsen og Avto Saginadze. Destination development gruppe 11, høst 2019, Universitetet i Sørøst-Norge avd. Bø.
Nome Cultural Festival
Name of concept/idea
We’ve decided to call it something easy, such as “Nome’s kul festival” – we find it describes the festival in good way, by also setting the “cultural” aspect in focus also eventually lure in tourists with cultural preferences or with a cultural experience in mind. We’re thinking that the location should be around Lunde, but some parts of the festival will also be part of Ulefoss.
The concept is an inspiration of the Skalldyrfestivalen in Mandal. We’re thinking of a traditional festival that holds the cultural heritage as the core. We want to put the locals, and their heritage, experiences and cultures as a core factor – we’re thinking of a constantly evolving festival where locals and others outside Nome meet up and experience the festival together. We want to engage conversations, we want them to talk TO EACHOTHER not AT EACHOTHER, it’s something many people don’t do anymore. To connect and converse.
How it relates to local identity, cultural heritage and “the DNA of the region”
Local identity is a vital component in the urban development and acts as an important aspect to the quality of the festival. Identities are formed by the various elements from the region, it creates a bond between the surrounding environments, and other local cities, and its citizens. A farmer’s market could be a fine example. The locals have inherited skills, when it comes to craftmanship, booths that will present these “products” – examples could be… honey, pastries, local commodities, local grown vegetables and so on. Local farmers would be a part of this idea to bring their “DNA of the region” to the festival.
Available resources in Nome that supports the concept/idea
We want to eventually set up booths, or some small sized markets in Lunde – also maybe some booths around the Telemark Canal – the restaurant there is already attracting customers, so with booths up there would increase even more visitors. Øvre Verket is a collection of protected worker housing from the 1850s, linked to Ulefos Jernværk. Øvre Verket offers restaurant, exhibitions, galleries/workshops, an antique shop and a gift shop. An exhibition is also an idea we’ve looked at, have things out for display – an outside museum if you will, this would be set up at summers or when there is good weather.
It would be better to name both internal and external stakeholders in order to better understand who they are and effectively work on how to interest them in our project. In our case, internal stakeholders are us, students who are working on the project. Our main goal is to attract as many external stakeholders as possible in order to create a sustain festival and increase its popularity. When it comes to the external stakeholders, we must consider the following questions: What would encourage them to support our project? Should they participate in our festival? What motivates them most of all? According to this it would be the best option to include Nome Kommune (government), USN, the ironworks, Øvre verket, Villa Lunde, Lindheim, local farmers and producers.
We think festivals are the best way for communication between two parties. Producers/entrepreneurs have possibility to meet their customers face to face and show what they do and how they do, update them and increase product/service awareness among them. In addition to this, the companies can gain new customers and penetrate to new markets.
For consumers, let’s say, for those who will spend their free time on our festival, will be the best option to communicate to the producers directly. They will have possibility to get to know to the new products/services and trends that are on market, they can purchase desired product/service at a more reasonable price and simply enjoy the event, because the festival will not only be “revenue based”. There will happen many other interesting things besides that.
Demographic segmentation would be the best fit for our festival. Our main target groups are local and regional tourists. According to the Dyrsku’n experience, there have been some tourists from Sweden, Denmark and Lithuania. What we want to say is that our segment is local tourists, but it does not exclude tourists from outside Norway. Any kind of traveler or interested person can come and enjoy the festival.
Moreover, in addition to the traditional segmentation, we think of creating a family-friendly festival. What we mean by that? As we mentioned before, it is not only the “commercial based” festival. The mentioned festival is based on different activities where both singles and married couples with children will have chance to experience something new, interesting and spend a fantastic time together.
National and International Trends
The following trends can characterize our festival: Farmers market, booths, exhibitions, local heritage/cultural heritage.
Farmer’s market – is becoming more and more popular among visitors. At farmers’ market, local farmers, growers and other food producers or vendors come together to sell their products directly to the public. Farmers market offers small farmers the chance to market their produce, incubate their businesses, and supplement their income. However, farmers’ markets are also helping to create robust local economies and more vibrant communities, bringing buyers to long-neglected downtown areas and other traditional retail centers.
Booths – seems like a great place to go, if you want to taste some of the region’s best.
Exhibitions – are a powerful marketing tool that allow to our participants to promote their products/services to a group that may have little or no knowledge of their businesses.
Local heritage / cultural heritage – plays the most important role, because it is the best way to experience local and cultural heritage in the region, get to know new information about the customs and better acquainted with them.
How could VR/AR be integrated in the idea?
VR/AR can be used by the different consumers in order to show to the visitors the process of producing, working environment and so on. It is the best way as well to show different attractions and cultural buildings in a virtual way. Visitors can get possibility to see how the particular building was looking couple of years ago. By using VR/AR we can improve customer engagement, provide a personalized experience and improve their satisfaction.
How could the concept/idea be marketed?
We are thinking of using the following sources: social media, local papers, brochures.
Social media – is the most popular and fastest source of information nowadays in Norway. At the top in the list is Facebook then following YouTube, Instagram, Twitter, LinkedIn and so on. Therefore, the main focus will be on Facebook, but we are planning to use all the social medias, because they are free and fast to deliver the message to the target group and easy to use.
Local papers – despite of the popularity of the social media, newspapers are still popular in Norway. So, it would be better for us to reach our target market both through newspapers (papiraviser) and online newspaper (nettaviser). Aftenposten and VG are the most popular according to MedieNorge. For that reason, we are thinking of using mentioned two newspapers and TA, Varden and VTB.
Brochures – are budget – friendly tools for marketing that can reach the audience in many ways. It works as a real marketing ad imparting credibility regarding the company and highlighting its various aspects. No one can deny the importance of digital marketing, but brochures still play an important role in marketing. Many surveys show that 7 out of 10 tourists, as well as visitors, tend to pick up brochures, 95% visitors that obtain brochures become aware of a business/event and 80% of people consider visiting the business/event they saw in brochures. These stats clearly show that brochures are nothing less than a novelty in today’s paperless world.
Skrevet av: Rebeca Ajtujal, Sahal Mohammed Abdulle , Raissa-Ingunn Volden Destination development gruppe 1, høst 2019, Universitetet i Sørøst-Norge avd. Bø.
Iron Games Ulefoss
When you visit Ulefoss, its industrial soul, history,
infrastructure and architecture stand out. The iron foundry was founded in 1657. At the end of the 17th century, the
iron foundry was Norway’s largest producer of different types of iron. This
activity is part of the cultural heritage and it is important to value it, keep
it and pass it on to the future generation in order to conserve it.
We felt the iron factory and the history around it were at the core of Ulefoss and how it came to be what it is today. At Øvre Verket you will get a sense of how people lived from the first half of the nineteenth century after the factory entered the Cappelen family’s possessions. Additionally, you will get to see some of the objects produced in the iron factory, which is situated only a few minutes’ walk away from Øvre Verket. Given the importance it has in Ulefoss it could be much more exploited.
Today the main production of the iron factory is
manhole covers. Of all the other products they produced over the years, only a
few beautiful oven models from the early years of the factory are still
produced in a limited number. Unfortunately, the iron factory is not open to
visitors for security reasons.
Our idea is to allow people to “visit” the factory nonetheless using VR and be able to see how it works in a far more engaging and interesting way than traditional short films or just guides talking. The idea is to show the process of iron forging now with the current techniques and technology, and thereafter show how it would have been done when the factory was created, so people can see the evolution. The VR would naturally be available both in English and Norwegian, and maybe in other languages depending on where the majority of visitors come from.
Iron games escape room
The industrial vibe and the presence of the iron
factory and objects are great ingredients for escape rooms, and as Ulefoss
doesn’t have an escape room yet, we think this would also work great in
combination with the VR. The
museum (Øvre Verket) is a good place for establishing this for economic reasons
(if one or several of the existing houses can be used rather than having to
build a new building,) but also because it is situated in vicinity of the
actual iron forgery (2-3 minutes’ walk) making it more real for tourists. In
addition, the museum contains real ancient objects from the forgery, and we
think that after learning and seeing the process through VR it is important to
have something tangible to look at and the opportunity to buy some minor
objects as souvenirs. The escape room could be situated in one of the bigger
buildings with several rooms if we want a longer and more complex escape story.
In terms of the content it should build on the
formation of iron, its chemical properties and other characteristics such as
its role in the human body. It will also address how iron has been used from
the iron age until today and how it has been produced throughout the different
ages including how it is done today in Ulefoss Jernverk.
The duration of the escape room should be one hour. We think this is short enough to attract tourists staying in Ulefoss only half or a whole day. We think the escape room and the VR are likely to attract students from the region to visit also the rest of Øvre Verket.
From a marketing perspective, package deals should be proposed for people travelling with the canal boat (boat, VR, escape room, visit of the rest of the museum) and also for those travelling by other means. For example, packages including bus tickets (from Bø, Skien…) to Ulefoss with the VR, escape room and museum. This would be especially relevant for students. We also think they should have package deals with and without the escape rooms, since the latter will probably not be as relevant for older tourists or tourists who have a short amount of time to visit Ulefoss.
In order to promote the destination in a more cost-efficient way, the municipality or Telemark museum could propose internships to marketing and Tourism students. Special deals could be offered to high schools and universities who promote Ulefoss on their webpages (English and Norwegian). This would require the collaboration of the municipality, the factory owner, the county, the bus company (Telemarkekspressen), the students who would be interested in promoting these attractions in exchange for internships and the University’s involved.
One of the challenges Ulefoss faces in the tourism
sector is its lack of visitors in the low season. Both the escape room and the
VR would attract people throughout the whole year. Our main target groups would
be university students in the area. Companies and other organisations could be
interested in using the escape room for team building, while middle school
classes from both Midt-Telemark, Nome and Grenland could incorporate the Museum
with the VR as part of their education program in history.
After visiting Øvre Verket, the VR or the escape room it would be good to have a sales point where people can buy small traditional objects such as miniature manhole covers, jewellery made with iron, mini “Troll-biler” and other traditional objects that are easy to transport. These souvenirs could also be sold on the Telemarkanal boats.
One of the challenges in making this project
possible is obtaining the permission from the iron factory owners to enter the
factory in order to film and make the VR actually possible. Although this may
be complicated, we think it is in their interest as well given that we would be
promoting their factory, its brand name and its products to a broad public.
En viktig del av KRAFT-prosjektet er det vi kaller «the DNA of a region», eller «områdets DNA. Det betyr at når vi skal bidra til utviklingen av nye produkter eller konsepter, vil vi basere det på det som er spesielt for og uttrykker identiteten til akkurat dette området. Og hva er vel mer ikonisk for Ulefoss enn – kumlokket?
I samarbeid med Øvre Verket og Rett Profilering har KRAFT har bidratt til en helt ny kleskolleksjon basert på en av Ulefoss’ viktigste identitetsmarkører, nemlig jernverket, som har vært i drift siden 1657. Line Brekke Rasmussen ved Ulefoss Jernværk har levert designet, og daglig leder ved Øvre Verket, Mette Sanden, og Joraand Stavåsen ved Rett Profilering på Ulefoss har sammen med KRAFT funnet fram til ulike modeller, farger og størrelser.
Hettegensere- og jakker, longsleeves, luer og nett i alle farger og av høy kvalitet er klare i gavebutikken på Øvre Verket, i akkurat passe tid til julemarked og julegavehandel!
Siden Universitetet i Sørøst-Norge campus Bø er en partner i KRAFT-prosjektet, har vi involvert studentene som tar faget Destination development denne høsten. Studentene skal bruke Nome som utgangspunkt når de skal tenke ut konsepter de skal presentere i oppgavene sine. For å hente inspirasjon besøkte vi to kulturbedrifter som delte sine erfaringer.
De siste fem årene har Øvre Verket på Ulefoss vært i en omstillingsprosess med mål om å bli et møtested for lokalbefolkningen. Øvre Verket har både utfordringer og muligheter, og arbeider hardt for å bli et helårskonsept. Det bevarte tunet med arbeiderboliger er unikt i sitt slag og utgjør en sterk del av Ulefoss’ kulturhistorie. Men hvordan utvikle det til et bærekraftig helårskonsept?
Nome kommune har mange utfordringer, men også stort potensial til å kunne heve seg som reiselivsdestinasjon. Avdelingsleder for Kultur, Fritid og Folkehelse i Nome kommune, Heidi Elise Kvale, drøfter utfordringene, mulighetene og grunnlaget som allerede finnes i Nome, som må tas i betraktning når studentene skal tenke ut konsepter for utvikling av Nome som destinasjon.
I de gamle arbeiderboligene på Ulefoss jobber en engasjert gjeng for å skape en møteplass for lokalbefolkningen og en attraksjon for tilreisende. Det som i dag er igjen av de mange små boligene jernverkseier Cappelen samlet og flyttet til Ulefoss for å huse arbeiderne sine på 1800-tallet, rommer i dag flere små virksomheter, utstillinger, restauranten Spiseriet og et fredfullt og idyllisk uterom.
De siste fem årene har det skjedd mye på Øvre Verket. Antallet turister som finner veien hit om sommeren har økt, men leder av venneforeningen, Mette Sanden, har også som mål at Øvre Verket skal være en møteplass for lokalbefolkningen. Blant annet arrangeres en rekke konserter og foredrag på Spiseriet utover høsten, samt julemarked i desember.
For oss i KRAFT-prosjektet var det interessant å høre om driften på Øvre Verket og hvilke planer og tanker driverne har om utviklingen av stedet. Driver av Spiseriet og Ulefoss gjestebrygge og bobilparkering, Gerben Pietersma, har sett en økning i antall gjester som benytter seg av bobilparkeringen i sommer, noe som også kommer Spiseriet og Øvre Verket til gode.
For å nå målet om at Øvre Verket skal bli en møteplass for lokalbefolkningen, er driverne opptatte av at det må bli mulig å gå trygt fra sentrum til Øvre Verket. Vi stiller spørsmålet: Hva må til for å knytte Øvre Verket sammen med Ulefoss sentrum?
Det er funnet en gammel vei som går fra Øvre Verket og mot sentrum. Den kan utbedres og tas i bruk.
Gangfelt for trygg kryssing av Jernværksvegen inn til sentrum
Tydelig skilting nede på gjestebrygga, som viser veien både til bobilparkeringen, Øvre Verket og inn til sentrum
Skilting fra sentrum mot Øvre Verket, bobilparkeringen og gjestebrygga
Hva er gevinsten av disse tiltakene?
En opplevelse av at Ulefoss har flere tilbud ved å fremheve de eksisterende
Større bruk av sentrum
At flere av innbyggerne benytter seg av tilbudene som finnes
I tillegg til utstillinger finner du disse virksomhetene på Øvre Verket: