Brussels, Belgium — One of the most important opportunities to learn and network at every Euro Attraction Show (EAS) is the Leadership Breakfast. The event allows a leader to share with attractions industry professionals his/her knowledge and experience. On this occasion, , former member of one of the world’s most successful pop groups – ABBA– is the Leadership Breakfast keynote speaker during EAS 2015 in Gothenburg. Ulvaeus is expected to discuss storytelling as it relates to entertainment and possessing and working with intellectual property, an issue increasingly significant within the attractions industry.
It all started in Gothenburg
Björn Ulvaeus was born in Gothenburg Sweden in 1945 and grew up in a musical family. As a youth he took part in numerous talent searches and played in various bands. He started studying commercial law at age 20 and went on to earn his degree from Lund University. He then began to write and produce music with Benny Andersson. The famed band ABBA was born when Björn and Benny’s girlfriends Agnetha Fältskog and Anni-Frid Lyngstad teamed up with the musical duo. A turning point for the group was winning the 1974 Eurovision Song Contest with the track “Waterloo”. ABBA is considered by many as one of the world’s most successful bands, with over 200 million albums sold, and more than 370 million records in total. Ulvaeus and Andersson continued to collaborate after the band split up, and among other things created the musicals “Chess” and “Mamma Mia!”
ABBA as intellectual property
ABBA is currently one of Europe’s strongest intellectual properties. The brand appears in various forms of entertainment, including theatre, film, and music and in ABBA The Museum which opened in Stockholm in May 2013. During the Leadership Breakfast, Björn Ulvaeus will give insights into all of these developments, and he will reflect on the role of entertainment and storytelling, especially as it related to the attractions industry.
Attending the Leadership Breakfast
The Leadership Breakfast takes place on Wednesday 7 October. This event starts at 8.30 a.m. and will conclude at 10 a.m. A breakfast ticket and EAS registration/badge is required for entry. Tickets and EAS registration and additional event information are available at www.IAAPA.org/EAS.
The Euro Attractions Show takes place 6 – 8 October 2015. The exhibition is open on Tuesday and Wednesday from 10 a.m. to 6 p.m., and on Thursday from 11 a.m. to 4 p.m. More information: www.IAAPA.org/EAS