A modern conference business takes shape
A modern conference business takes shape
Vår Gård kursgården AB was founded in 1991
In 1991, Vår Gård became its own company and subsidiary within the Cooperative Association. Now, a more modern conference business began under the leadership of Rune Herder. Education and course activities were divided into two areas, where course activities and conferences became an important source of income. A cultural center was also created in Strandtofta for music and art, which became of great importance for marketing.
In 1991, Vår Gård became its own company and subsidiary within the Cooperative Association. Now, a more modern conference business began under the leadership of Rune Herder. Education and course activities were divided into two areas, where course activities and conferences became an important source of income. A cultural center was also created in Strandtofta for music and art, which became of great importance for marketing.
The business is divided
During the years leading up to the 1990s, the education at Vår gård had been broadened by the country's Consumer Associations establishing local Consumer Schools. Until now, part of the source of income had consisted of the consumer associations paying a few per thousand of their salary costs, but when that stopped, a solution was needed to cover the increased costs. The then principal, Lennart Hjalmarsson, was tasked with reducing Vår Gård's costs and the business was divided into two areas - education and course operations. Now it was a matter of making the best use of the capacity by increasing the occupancy of the hotel rooms. Other associations and organizations were invited to hold their conferences at Vår Gård. In order to be better visible, Vår Gård joined the industry organization "Swedish course centers", which is today better known as Svenska Möten. It became a good marketing channel and created insight into the industry.
Vår Gård becomes a limited liability company and cultural center
In 1991, the division became more significant and Vår Gård kursgården AB was formed as a separate company and subsidiary of the Cooperative Association. To fill the void left by the educational activities, it was decided to create a cultural center to complement the activities and its attraction. The focus was on the areas of art and music.
MUSIC
A collaboration was initiated with “Musica Amandi” who had previously had concerts at the Grand Hotel and also with “ Saltsjöbaden s orkesterförening” and with “Stockholmsensemblen”. Art walks were organized during the breaks. ART
Art
became the most central part of the new cultural center and the first thing they did was to convert the gymnasium in Strandtofta into an art gallery. The first exhibition at the opening showed art by Britt-Louise Sundell and her husband Endre Nemes and later the well-known Memorial Exhibition of the famous “Saltsjöbad artists”. The following year, an exhibition for active artists was held in Saltsjöbaden . Strandtofta was now opened to the public who could visit the art exhibitions and enjoy a coffee in the cafeteria which had a fantastic view over Baggensfjärden. Art became an important marketing activity. Every Sunday open guided art tour to the public and most conferences included a guided art tour .
Picture below: Strandtofta today where three large suites as well as a sauna and relaxation area are located.