ERIKSBERG HOTEL & NATURE RESERVE PER-ARNE OLSSON, CEO & STEN LIBELL, CHAIRMAN FACTS Eriksberg Hotel & Nature Reserve is located in the municipality of Karlshamn. It is one of northern Europe’s largest wildlife reserves, and the largest safari park in the Nordic region. The property covers 1,348 hectares, of which 409 hectares are water. There is an abundance of wildlife here, including red deer, fallow deer, Père David’s deer, wild boar, European bison (Europe’s largest breeding herd) and mouflon sheep. In the summertime there are about 1,600 animals in total. The hotel and nature reserve attracted around 60,000 visitors during 2019/2020. Operations include a restaurant, a hotel and conference centre, events, tourism, forestry, nature conservation and hunting. Eriksberg Hotel & Nature Reserve has been part of Mellby Gård since 2008. Mellby Gård’s representatives on the Board of Directors are Sten Libell (Chairman) and Johan Andersson. Sales 2020: SEK 39 million Employees (FTE): 39 Chairman: Sten Libell www.eriksberg.se ERIKBERG’S 2019/2020 – WILDLIFE AND NATURE EXPERIENCES PUT BLEKINGE ON THE MAP The Nordic region’s largest safari park is located just outside Karlshamn in the Swedish province of Blekinge. The unique environment at Eriksberg Hotel & Nature Reserve includes forests, mountains and archipelagos filled with wildlife and biological diversity. It is a site that has attracted people through the ages, and people have lived here since the end of the Ice Age. The nature reserve is home to an exclusive hotel and conference centre that attracts guests and visitors from throughout the world. They come here to get as close to nature as possible. With focus on sustainable materials, design and details, Eriksberg offers accommodation and experiences beyond the usual. “Despite the major challenges faced by the tourist industry in 2020, the coronavirus pandemic has actually contributed to an increase in the number of overnight stays at Eriksberg, to around 10,000. We have attracted new visitors who come here in a desire to truly be close to nature, although the pandemic has of course meant that we have had fewer visitors from abroad,” says Per-Arne Olsson, CEO of Eriksberg Hotel & Nature Reserve. “I am impressed at how Eriksberg has succeeded in tackling the challenges presented by the pandemic. Everyone has rolled up their sleeves and worked incredibly hard, and they are all part of the success. Our staff have been fantastic,” says Sten Libell, Mellby Gård’s representative on the Board of Directors, and Chairman of Eriksberg Hotel & Nature Reserve. INVESTMENTS IN THE CREATION OF A DESTINATION Behind the positive development lies a conscious strategy to market Eriksberg as a destination. A welcoming reception area and shop were opened during 2020. The new event/exhibition centre, with room for 300 seated guests, will also contribute to an increase in the attractiveness of the facility for conference guests. “Our aim is to become an even more distinct all-year-round destination. We want to cherish and make the most of the wonderful resources at our disposal. With our Outdoor Eriksberg entrance building, we hope to attract people travelling by road between Kalmar and Malmö. We see no reason why Eriksberg shouldn’t be an extremely popular destination, and our long-term goal is to attract 200,000 visitors annually,” says Per-Arne Olsson. A digital strategy, with a new website which better conveys the feel and experience of Eriksberg, in combination with an increased presence in social media, has contributed to an increase in direct room bookings and digital sales. “We honestly didn’t expect that the operations would develop as positively as they have done in 2020. Our goal is for Eriksberg to be a destination worthy of a visit at all times of the year, and we will need more hotel rooms in the future if the positive trend continues,” says Sten Libell. The next step is to increase the level of service still further and focus on increasing revenue per visit. Eriksberg wants to offer Blekinge’s best food experiences, with locally produced products and seasonally adapted menus. With continued offensive investment and a strengthening of the gastronomic team, with new staff members and a star chef, there is now even more reason for visitors to include Blekinge in their plans. “We are the largest employer in the tourist industry in Blekinge, and we are receiving applications from an increasing number of experienced individuals who have worked internationally and are now interested in residing and working here,” says Per-Arne Olsson. MORE ACCOMMODATION AND EXPERIENCES CLOSE TO NATURE The biological diversity at Eriksberg is unique, and the development of exciting accommodation solutions enables visitors to get really close to animals and nature. The latest addition is SynVillan (the “Illusion Villa”), which was opened in 2020. SynVillan has been designed by architect Thomas Sandell and is a villa that seems to hover above the ground, with a facade of stainless steel plate that reflects the surrounding nature and makes the villa one with its surrounds. A glass floor enables visitors to experience the park’s animals at truly close range when they come to feed. “Giving urbanised people the opportunity to truly get close to nature is an important part of our strategy. We have successively developed new accommodation-in-nature concepts, firstly with glamping (glamorous camping), and now with SynVillan and a breathtaking view out over the Mahraviken bay,” says Per-Arne Olsson. SynVillan has received a fantastic media response. When current travel restrictions ease, Eriksberg expects the reports in exclusive design and travel magazines to contribute to an increase in the number of international visitors to Blekinge. ETERNAL, GENUINE AND BELOVED All activities at Eriksberg are characterised by long-term thinking and sustainability. The site itself and its diversity provide the perfect natural conditions, and the backing of a stable and longterm owner paves the way for new opportunities. “Eriksberg is now a sustainable destination, and it is part of our DNA to want to develop the operations on the basis of the wonderful possibilities afforded by nature and the best interests of animals,” says Per-Arne Olsson. “This entails major focus on wildlife conservation, nature conservation and sustainable management of the fantastic resources Eriksberg has to offer.” Sustainability and long-term thinking are important success factors as Eriksberg now considers new ways to attract even more tourists to Blekinge. “Mellby Gård takes responsibility for all of its companies, but not least when it comes to Eriksberg, which holds a special place in the hearts of its owners,” says Sten Libell. “Having the backing of a strong owner provides us with security and the possibility to do the right things in the right way. Regardless of the investments and the strategies we choose, we know that we will always have access to relevant expertise, thus ensuring the long-term and sustainable development of this unique environment.” SIGNIFICANT EVENTS 2019/2020 Opening of a new reception area, shop and event and meeting centre. Opening of the unique SynVillan “Illusion Villa”. Launch of a new website which better conveys the feel of Eriksberg’s unique environment. Continued operational development, with focus on sales and increased revenue per overnight stay with regard to food, drink, relaxation facilities and shopping. MELLBY GÅRD AB Anna Lindhs Plats 4 SE-211 19 Malmö Tel: +46 (0)40-98 77 00 mail@mellby-gaard.se