The first 'Haze Over Haarum' festival was organised in 1980. What began as a small local festival has grown into a festival with big names on the bill.
But how do you build a community among volunteers year on year, so that both regulars and newbies work together as a team?
"We have some very dedicated volunteers who show up year on year. They are very important to the festival, and they have a great team spirit and sense of community," says festival chair Hanne Noermark.
A specially developed Haze Crew T-shirt has proven to be the answer. The T-shirt not only creates a shared identity that everyone is proud to be a part of, but has, over the years, also become a symbol of the festival’s close-knit community and deep-rooted history, with the music programme printed on the back as both a great conversation piece and a memento.
Hanne says: "The T-shirt doesn't just represent one year of the music festival; it embodies our entire history, and when I see people wearing a T-shirt from previous years, it makes me happy that it is still being worn after the festival, which is why quality is important to us."
Hanne adds that: "I recently saw someone wearing a grey ID® Haze T-shirt from 2009 with the entire music programme on the back. It’s a great example of how the T-shirt is still worn many years later, and that each T-shirt represents a specific Haze music festival, a year and all the related memories."
A customised solution means a flexible design process
For several years now the Haze Over Haarum music festival has been working with ID® reseller Sportigan Thyborøn on a Private Label solution from ID®, as this allows them to create a unique and customised T-shirt that reflects the festival's spirit and identity.
"By choosing a Private Label solution, we can, in collaboration with ID®'s designers and our own graphic designer, put our own stamp on the T-shirt and put our logo on the neck label, which builds brand value for us," says Hanne.
Complementing with regular ID® stock makes for a flexible solution
In addition to the specially designed Haze Crew T-shirt, the music festival also purchases other styles from ID®'s regular stock, which festival goers can buy in the ’Tøjbiksen’ clothes shop located on site. The shop sells everything from ID® T-shirts and sweatshirts to fleece tops and jackets with the Haze Over Haarum logo printed on them. The profits from the festival and clothing sales are distributed among local volunteer organisations.
"The reason for buying stocked ID® styles for our ’Tøjbiksen’ is that it gives us flexibility in terms of logo printing. Since we don't know the exact sales figures in advance, but only the average figures - we pre-print some of the clothes and if they sell out, we can make some more on the spot," says Hanne.
Another benefit of buying from the regular stock is that Haze Over Haarum can repeat-buy the same styles year on year, since the range consists of timeless classics. "Every year we add clothes to 'Tøjbiksen' at the festival, and we see it as a benefit that people can buy the same styles again the following year" says Hanne.
Knowledge, quality and excellent sparring parameters for success
Hanne highlights the benefits of working with Sportigan Thyborøn and ID®: "We have been working with Sportigan Thyborøn for many years, and they give us a professional service and great advice. The reason we chose ID® as a supplier for both the customised Haze Crew T-shirts and the clothes for 'Tøjbiksen' is that they provide a wide range of quality products that last for many years. The company also brings knowledge of materials, design and production to the table, which gives us peace of mind throughout the process."
Hanne concludes: "Good quality is very important to us, as we realise that people continue to wear the clothes after the festival. It's a pleasure to spot a Haze T-shirt on the street, whether it's this year's T-shirt or one from 10 years ago. It is a symbol of our community and history that we are proud to share."
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