Magical Moments Q1 2025
Lund Gruppen
Newsletter for 2025 is Taking Shape
A big thank you to everyone contributing with great input and positive news. This time, we have placed extra focus on Kongeparken and our very own Sofie Gausel, reed more about that further down.
January and February have already passed, and I realize there are only 10 months left of this year. That’s why it is now crucial for all of us to be proactive and decisive. Many large and small projects need to be completed, which will require both dedication and perseverance. To succeed, we must support and take care of each other. Let’s continue building on what we have achieved, take on new challenges, and strive to stay one step ahead.
Best regards,
Trond Adland, CEO
Strategy Kick-Off 2025 ๐
KONGEPARKEN
We are now in the third and final year of our long-term strategy, built on four Must Win Battles. At the beginning of February, we gathered for two energetic days at Sola Strand Hotel to check our progress and fine-tune our OKRs! Open discussions and engaged colleagues led to the best conversations, and we set clear goals for Kongeparken 2025. Between sessions, there was time for synchronized swimming, sauna, cold plunges, delicious food, great company, morning runs, and a (quick) dip in the ocean!
Record-Breaking
๐Valentine’s Campaign
KONGEPARKen
We set an ambitious goal for this year’s Valentine’s campaign – and the team exceeded all expectations! This year’s campaign saw a remarkable 54.1% increase from last year and 40.5% above this year’s target! To boost engagement, we launched a "digital Lucky Wheel," inspired by last year’s Black Friday game, which attracted massive clicks. The result? Over 17,000 players played more than 24,000 times! This proves what we can achieve when we work together towards a common goal. A huge thank you to everyone who contributed – your dedication, creativity, and enthusiasm have taken this campaign to new heights!
Planning for Upcoming Seasons ๐ฃ
KONGEPARKEN
We have had efficient, inspiring, and sometimes hysterically funny workshops, led by Trond, to set the framework for Easter, summer, and Christmas. This has established a new standard for how we plan our seasons going forward. A big thank you to Trond for the initiative and for challenging us to think innovatively – we are excited to create new magical experiences for our guests! The marketing team is now preparing the Easter campaign and has refreshed our website.
The Talent Hunt ๐คฉ
KONGEPARKEN
We have set an ambitious goal of 1,000 applications for our Eventyrer positions this year and have actively used both well-proven and new methods to spread the word about how rewarding and educational it is to work with us. The biggest success in our employer branding project is undoubtedly our TikTok videos, which, as of now, have amassed a total of 350K views. We have already surpassed 600 applications, and all BamseAkademiet sessions are fully booked! The marketing department reports strong interest from qualified candidates for the Marketing Coordinator and Ambassador Junior roles, while Marcin is strengthening the technical department with more skilled employees, with great support from our colleagues in LT and Fredrikke.
Park Progress Lab โ๏ธ
KONGEPARKEN
This year, we have launched a new forum: Park Progress Lab. The forum consists of Operations Manager Jeff, Technical Manager Marcin, Guest Experience Director Trond Leonard, Advisor Bear Egil, and Chief of Staff Vibeke. The goal is to strengthen collaboration and dialogue across departments while ensuring progress on projects that need to be completed before the season starts. We meet at least every other week and work intensively to ensure our guests experience magic and excitement from April 17!
Sofie’s 10-Year Anniversary ๐ฅณ
KONGEPARKEN
Sofie has worked at Kongeparken since she was 15 and will celebrate her 10-year anniversary on Wednesday, March 5! To mark the occasion, we had a chat with Sofie:
Congratulations on this incredible milestone, dear Sofie! It’s impressive to be celebrating 10 years at Kongeparken, especially at such a young age. What is your best memory from these years?
Some of my fondest memories from the past 10 years are looking back at...
Read more
10 years - Scania magic ๐
SKANES DJURPARK
๏ปฟ
This spring marks a decade since Lund Gruppen took the reins at Skånes Djurpark – and what a journey it’s been!
A decade ago, Skånes Djurpark faced financial struggles, with 100,000 guests and 12M SEK in revenue. But with a passionate team and a park full of potential, we set out to create wild, fun, and magical experiences.
From Shaun the Sheep’s mischief to thrilling dinosaur encounters and overnight stays, our focus has always been on unforgettable family moments.
Today, we welcome 150,000+ guests, generate 60M SEK, and remain as dedicated as ever. And the adventure continues!
Finding new and returning stars โญ๏ธ
SKANES DJURPARK
The start of the year always includes a hectic period of Adventure Academies and auditions to find new colleagues for an eventful year of magic. This year was no exception! With 600 new applications for one of the most exciting seasonal jobs in Sweden and more than 70 adventurers returning for yet another year in the park, the competition to join the Flock and have a memorable summer was fierce.
By the end of the audition period we had found 160 new and returning stars. With great passion and engagement for our guests, we are sure this year will be a memorable one!
Setting the scene for success!
๐
SKÅNES DJURPARK
On historic tennis territory and the rich nature of Båstad we assembled for the strategy days of 2025. On the centre stage was strategic thinking for the year ahead, discussing bumps and opportunities and taking advantage of the department's strengths to create a playbook for the journey ahead. We left the premises energised with new ideas, targets and to do’s, determined to make 2025 the year of Team (dream) work!
With Love ๐
SKANES DJURPARK
February, the month known for gloomy weather and grey skies, was anything but dreary in the park. Here, pink hues ruled as our love letter, the Valentine campaign, were sending guests valuable offerings of Time Together with their loved ones.
The campaign period was short and sweet and by the end of the Valentine weekend we were sure that love was actually in the air. With more guests than ever before securing their fun-filled adventure in the Scanian wilderness we are heading for an unforgettable year!
Opera – a spectacle of color and light. ๐
LUNDS TIVOLI
We achieved a record-breaking result for Lunds Tivoli during our Christmas season in Oslo, Trondheim, and Bergen! Since then, we have opened Opera at Kvadrat. Every day, thousands of people driving by witness Opera as a spectacle of color and light.
We always have projects in motion, both in Norway and internationally.
Aasmund’s Moroccan Adventure ๐๏ธ
LUNDS TIVOLI
Earlier this month, Aasmund traveled to Morocco to attend an exclusive conference on shaping the future of tourism for the next two decades.
During his visit, he met with royal-appointed governors and explored three promising locations for potential expansion in 2025-2026.