Denmark Builds City on Rock 'N' Roll

Posted on Oct 2nd 2008 10:00AM by James Sullivan
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For three years in a row, the Nordic country of Denmark has been judged the happiest place in the world. But residents of the east coast town of Horsens were feeling blue. Locals, especially young people, were moving out in droves, leaving the quiet cottages of their upbringing in favor of the cosmopolitan life of Copenhagen.

So the town, pop. 80,000, created a business plan, consisting of two words: "rock" and "roll." "Give me a bag of money and I will make Horsens the metropolis of rock 'n' roll in Denmark," Frank Panduro, a local businessman, told a civic leadership conference a few years ago.

Now Horsens, previously best known for its annual summertime Medieval Festival, has become a requisite stop for Middle-Ages superstars, having hosted Bob Dylan, Elton John, Paul McCartney, R.E.M., Madonna and the Rolling Stones. The plan is clearly working. The once-declining population is now gaining an average of 1,200 citizens a year, making Horsens the fastest-growing town in Denmark. Appearing recently, Neil Young told his audience he'd like to return next summer, when the city opens its new outdoor stadium.

"The stars all come to Horsens now," one fan told Reuters recently, waiting for Young to take the stage. The mayor credits Panduro and his "crazy idea" for the renaissance. Maybe they can bill Young's return visit as Neil Young in Crazy Horsens.

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