Netherlands/Finland: NHTV Breda Develops New Storyline for “Santa’s Office” in Lapland

Since the 1980s, the Finnish municipality of Rovaniemi in Lapland on the Arctic Circle has turned into one of the country’s most visited tourist destinations, not only thanks to the region’s spectacular Polar lights. Rovaniemi is also home to Santa Claus, who lives in his own village including the “Elves’ factoy” and a post office for Christmas wish lists.

Especially popular among the Finns in the years after the opening, the number of visitors to the small town has increased steadily. As Santa Claus also keeps up with the times, the Finnish Haaga-Helia University was asked to support “Santa’s Office” in the development of a new storyline in order to offer guests at the “North Pole” a fresh, immersive experience. For this purpose, they called for help at NHTV Breda University of Applied Sciences in the Netherlands, as a knowledge institute in the fields of tourism and leisure with broad experience in storytelling – in the past year, two professors and three lecturers in the field of storytelling and hospitality developed a new storyline.

The new concept is based on five “Santa-related” themes: “Time”, “Unique Place”, “Memories/Nostalgia”, “Mystery” and the “Concept of Giving”. These themes were combined into one core narrative concept for the visitor journey at Santa’s Office. For instance, visitors coming through the entrance will find themselves in “Santa’s Time”, referring to Santa as a magical timekeeper who is able to slow down and speed up the clock. Guests pass mysterious places such as the factory where the Elves are busy working with toys and presents (play time). Also, there is a room to reflect on one’s own memories (me time). Visitors can also send “old-fashioned” postcards to their friends and family at home (sharing time). “All this ultimately leads to a more meaningful and magical experience, improved visitor flows, and of course, increased revenues,” said Xander Lub, professor at NHTV Breda.

The new concept will be implemented at Santa’s Office in several phases over the coming time so North Pole travelers will soon be able to rediscover Santa’s home – Hyvää joulua! (eap)