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Ruisrock studies the smiles of festivalgoers

The largest festival in Finland, Ruisrock, invests in understanding the festival experience this year.

The event has studied the opinions of festivalgoers each year with Research Insight Finland’s visitor survey, but now the emotions of people will be analyzed on site. The purpose is to find out where and when the most smiles, joy, and happiness can be seen, and to use the results to improve the event.

Video analytics will be used for the measuring, and the research will be conducted by technology and analytics company Affecto. “We are excited that we found a partner company that is ready to measure emotions of people in such exceptional circumstances and in unique surroundings,” says the festival’s executive producer Annakaisa Anttila. The results of the pilot project will be reported during the festival, if possible.

Ruisrock has become larger every summer, and last year the festival gathered a record-breaking 100,000 visitors. The event has won the Festival of the year award at Musiikki & Media’s Industry Awards gala already for three years running. “I trust that one of the reasons for our popularity is that we have annually developed the festival in the direction the festivalgoers have shown to be enjoying the most,” says Anttila. “This year the research of emotions during the festival is a clear continuum to our previous work of gaining a better understanding of Ruisrock festivalgoers.”

Ruisrock food and beverage selection announced

Last year’s results were carefully analyzed also when designing the food and beverage services. “According to the visitor survey, the popularity of non-alcoholic products, wine, sparkling wine, coffee, and cocktails are on the increase amongst the Ruisrock visitors,” says Annakaisa Anttila. “The street food trend continues strong. That is why this summer there are plenty of high-quality burgers and other street food available, options for vegans as well as poke bowls, chicken wings, and sweet treats, such as Jymy’s new vegan ice cream,” says Satu Kankaristo, the producer responsible for Ruisrock’s food selection.

Overall, there are over 40 different restaurants and delicacy vendors at Ruisrock. “At Ruisrock, there are also lot of restaurants from Turku, the most unusual being MBakery, who is bringing their brand-new smoking ice cream to the festival. Roka Street Food from Rovaniemi will be travelling the longest distance to Ruisrock,” Kankaristo continues.

Beverage selection comprises for example various cocktails, mojitos, gin, mocktails, and a wide selection of beers. The product sold the most on the festival is KOFF beer, and as the selection grows, the popularity of specialty beers continues. For example, Sinebrychoff Beer Garden has a wide selection of Brooklyn Brewery’s craft beers. Sinebrychoff believes, that especially the new strongly hopped KOFF American Lager interests festivalgoers. The most prestigious bartender competition in the world, Diageo’s World Class competition, provides an opportunity for the cocktail lovers to enjoy the cocktails created by Finnish finalists for the first time. Coffee-lovers will be treated with a fantastic Paulig Coffee Bar serving for example refreshing Cold Brew coffee and steaming Flat White.

The friends of fine dining have not been forgotten: for the second time, it is possible to enjoy a high-quality meal sitting down in a restaurant by the ocean, inside the Bar Niemennokka area. This year it is possible to reserve a table in advance from the restaurant called Bistro Niemellä. More information on making reservations will be released in the near future. The restaurant is serving salmon sashimi, smoked lamb fillet, cod in spinach pesto, and tempered Portobello with plum jam, among others.