Europe’s largest festival for creativity, innovation and collaboration offers a glimpse of what it takes to put together PICNIC Festival 2011.

What does it take to organize a festival of this scale? Here is just a small selection of figures representing what goes into planning and promoting PICNIC Festival, building the PICNIC City, and attendees and activities during the event.

PICNIC Festival 2011: The numbers...

PICNIC Festival 2011 visitors

• 5000+ visitors over 3 days

• 250+ journalists & bloggers

• Attendees from 33 counties, including visitors from across Europe, the UK and North America, plus representatives from as far as Australia, Brazil, Hong Kong, Nigeria, Peru and South Africa

• Visitors meet an average of 9 new contacts, plus 11 existing contacts during the festival


The Festival program

• 170+ speakers

• 140+ sessions (Lectures, Workshops, Labs & more)

• 85 growing creative businesses at the Marketplace

• 1 theme: Urban Futures; 5 sub-themes: Infrastructure, Sustainability, Society, Design and Media


Prize money from international competitions

• Total of € 700,000 awarded by Postcode Lottery Green Challenge

• Total of € 225,000 awarded by Vodafone Mobile Clicks


Formal sponsors & partners

• 10 sponsors (including National Postcode Lottery, Vodafone, Waag Society, BMW i, the Dutch Chamber of Commerce, Logica, Microsoft, RTL, SII and UPC)

• 8 new PICNIC Business Club members: Corio, Edelman, Ernst & Young, Hogeschool van Amsterdam's Media, Creation & Innovation deparment, Inholland, LinkedIn, Dutch Ministry of Economic Affairs, Agriculture and Innovation, and Sanoma Media

• 70 total media, content, service and event partners


Promoting the event

• 1 new website, created by Yoomee

• 60 unique posters designed by international artists and agencies for the PICNIC Poster Project

• 75,000 emails sent to partners, network and contacts


Building the PICNIC City

• 7 days to construct (started 7 September)

• 33 transports from BAM to get the materials to the NDSM

• A team of 77 to oversee the construction (15 members of the PICNIC team, 7 experts from BAM, and a production crew of 55 from Livetime)

• 750 meters of barrier tape used on site


During the event

• 60 volunteers to help run the event

• 3,860 packed PICNIC lunches (not to mention catered lunches, lunch meetings, and crew lunches!)

• Less than 1 mm of rain predicted over the three days, but there will be 250 spare umbrellas at the venue, just in case


Finally, there were 48 scheduled ferry trips per day to transport attendees from Amsterdam Centraal Station to PICNIC Festival 2011!