press kit 2016 there is a place where artists, djs and people make magic happen L E T U S I N T R O D U C E O U R S E LV E S elrowFamily L E T U S I N T R O D U C E O U R S E LV E S The company elrowFamily is the umbrella company over the Arnau Family consisting of generations of party starters since 1870, uniting their music and spectacle filled ventures. From its headquarters in Barcelona, the three brands are managed; elrow, Florida 135 and Monegros Festival, spreading quality entertainment and electronic music world-wide. Its combination of great artists -including the likes of Marco Carola, Carl Cox, Richie Hawtin and Laurent Garnier – as well as the contagious, incomparable atmosphere of the shows make up an unbeatable formula. With the company expanding on an international level, the torch has been passed to the sixth generation of entrepreneurs of the Arnau family; Juan and Cruz Arnau Lasierra but the company’s goal remain intact: to entertain, provoke, innovate and to break down barriers through the expression of happiness, excitement or surprise. L E T U S I N T R O D U C E O U R S E LV E S the history L E T U S I N T R O D U C E O U R S E LV E S a saga of entertainers In 1870, a man called Jose Satorres opened the Cafe Josepet in a small town in the middle of Spain called Fraga, laying the first stone of a visionary family entertainment business that would go on under the command of his granddaughter’s husband, Antonio Duran. The story continues when in 1924 Juan Arnau and his wife Francisca Ibarz arrived in Fraga and twenty years later opened a concert hall that would become the Terrace Garden Florida and then the Saloon Florida a dance and entertainment centre where famous singers and orchestras would play in the 40s and 50s. All in it’s rightful place; the left bank of the Cinca River. The two families got united when the only daughter of Duran and the firstborn of Arnau married in 1953, bringing the two businesses together. From then on, the two Arnau brothers, Juan and José, along with their respective wives, transformed the Saloon Florida into the Florida Club in a bid for new musical trends. Decorated by the renowned and visionary Catalan interior designer, Javier Regàs – went on to refurbish the Florida 135 Club, becoming credible for it’s originality and transgressive style in all of Spain with its timeless decoration resembling the Bronx. L E T U S I N T R O D U C E O U R S E LV E S a saga of entertainers Well into the 90’s, the rebellious spirit of the Arnau family lead to an illegal rave in the middle of the Monegros desert that Jose Satorres lost and then won back again in a card game 100 years earlier. And so Saturday the 22nd July 1992 saw the first edition of one Spain’s most important electronic music festivals - the legendary Monegros Desert Festival. And some years later, the family’s musical passion pushed them to explore and invent musical trends again. The now famous elrow started as an urban club in the legendary Nick Havanna, Barcelona. In 2008, the club moved to a new location in the city, presenting a fresh stage full of possibilities. It’s been six generations of the saga devoted to entertainment and today, elrowFamily has become one of Spain’s leading electronic music promoters. Its unique events are celebrated all over the world and symbolizes fun, craziness, originality and the best in electronic music. timeline of milestones 1870 1924 1930 1942 Jose Satorres opened the Cafe Josepet in Fraga, Spain. Juan Arnau and her wife Francisca Ibarz arrive in Fraga and years later open their own cinema called Florida below his competitor, Cine Victoria. The Cafe Josepet turns into Bar Victoria and Cine Victoria now run by Jose Satorres’ grandaughter and her husband, Antonio Duran. The Arnau family opens the Saloon Florida, door by door to the Florida Cinema, a dance and entertainment centre where famous singers and orchestras would play in the 40s and 50s. timeline of milestones 1952 1973 1985 1993 The only daughter of Duran and the firstborn of Arnau got married and the two businesses started to run together with two brothers, Juan and Jose Arnau Ibarz along with their wives Carmen and Pilar. The Florida Discotheque opens replacing live orchestras by records and DJ’s. The Florida becomes Florida 135 adopting and importing new musical trends. Juan Arnau Duran and his wife Maria Cruz Lasierra manage now the entertainment business. The legendary Monegros Desert Festival, one of Spain’s most important electronic music festivals, is launched. timeline of milestones 2001 2010 2011 2013 Row, their first club in the city of Barcelona is born in the legendary Nick Havanna bar. The elrow concept is born. From then on, Juan and Cruz Arnau Lasierra are in charge of the business at a national and international level through their own musical entertainment company. The brand lands in Ibiza, with its first shows at the Zoo Project in Sant Antoni. Later on, it would move to Privilige first and then to Space Ibiza of Pepe Roselló. elrow starts its international expansion. L E T U S I N T R O D U C E O U R S E LV E S facts & figures 2015 L E T U S I N T R O D U C E O U R S E LV E S landmarks __________________________________ over 25 Over 65.000 over 18 over 750 kg of confetti cities countries Artists over 5.800 over 120 shows Performers 35 sold outs L E T U S I N T R O D U C E O U R S E LV E S media impressions __________________________________ social media Email ddbb VIEWS visits Over 1.000.000 Followers More than 500.000 Contacts 10.000.000 YouTube 120.000 per month L E T U S I N T R O D U C E O U R S E LV E S Elrow family at a glance L E T U S I N T R O D U C E O U R S E LV E S row, the flagship venue of barcelona __________________________________ elrow14 was brought to life in 2008 in Barcelona’s airport district. After some time imitating the Florida 135 sessions in Fraga, it gradually created its own voice in 2010. Since then, it has become famous for its monthly daytime sessions in a semi open-air venue with up to 4,000 clubbers at every event. It was the origin of what we today call elrow. The birthplace of the brand just as we understand and reproduce it today. L E T U S I N T R O D U C E O U R S E LV E S elrow shows __________________________________ The shows of elrow are a brand new concept that have become one of the landmarks of Spanish and European clubbing scene in just a couple of years. They stand for fun and audacious celebrations for any dance floor by mixing the best electronic music of the moment with spectacular over the top scenography, exaggerated street theatre and unbelievable props, as well as crazy costumes and makeup. Each show is unique and designed around a different theme: The colourful ‘Bollywood’, the wild ‘Singermorning’, the authentic ‘Feria de Abril’, or the exotic ‘Sambódromo do Brasil’ are the very few of the spectacles. L E T U S I N T R O D U C E O U R S E LV E S elrow on the road __________________________________ elrow is booked by the best clubs around the world either on a one-off basis, or as part of a club’s yearly program. It has a steady residence in Barcelona, Ibiza, Madrid, Amsterdam, London and Antwerp and an intermittent presence at many other clubs around the world. L E T U S I N T R O D U C E O U R S E LV E S festivals __________________________________ The company management is establishing agreements and joint ventures with other major event promoters in order to fully organise and run particular stages and spaces within their events. During summer 2016 , elrow will be present at more than 20 festivals in 10 different countries. Electric Zoo will be the first of the stage’s elrow will host in New York as well as Marvellous Island in Paris. Parklife in Manchester, Love Box in London and Mysteryland in Amsterdam are some of the various festivals that will be taken over by the hands of elrow’s excellent production team. L E T U S I N T R O D U C E O U R S E LV E S monegros __________________________________ The brand fully runs the management and production of the Monegros Desert Festival. Born in 1993 in the Monegros region of Fraga, it grew from a public of 200 to over 42,000. It has the honour of being Spain’s most attended one-day festival and first electronic music festival. L E T U S I N T R O D U C E O U R S E LV E S elrow music record label __________________________________ Launched in 2011, the record label by elrow created and directed by its resident - DJ De la Swing, releasing 43 albums from 93 artists featuring the best of Techouse and Techno music. L E T U S I N T R O D U C E O U R S E LV E S the florida, an ever evolving mecca for music since 1942 __________________________________ Originally a cinema transformed into a concert hall, Florida turned into a pioneering electronic music club well over 25 years ago, bringing to Spain for the first time European and American artists to a haven of dance music in the middle of nowhere. With its timeless decoration resembling a street from the Bronx with a carefully selected programming of the world’s top DJs, a night at Florida 135 has always been famous for offering the latest in entertainment, fun and musical culture. L E T U S I N T R O D U C E O U R S E LV E S merchandising __________________________________ In-house production and sale of various promotional articles linked to its brands: clothes, accessories, jewellery and any other article for sale or for gifting in any of its shows around the world. L E T U S I N T R O D U C E O U R S E LV E S our values L E T U S I N T R O D U C E O U R S E LV E S brand values rock the party say wow be part of the family anything goes whole heartedly L E T U S I N T R O D U C E O U R S E LV E S awards L E T U S I N T R O D U C E O U R S E LV E S some of our awards __________________________________ L E T U S I N T R O D U C E O U R S E LV E S and of course… __________________________________ “A Barcelona institution whose brand has been passed down like a family heirloom, Elrow’s name became synonymous with its famous day parties during its expansion into a global party powerhouse.” L E T U S I N T R O D U C E O U R S E LV E S the team L E T U S I N T R O D U C E O U R S E LV E S the curators __________________________________ At the age of twenty four, Juan Arnau Duran and his wife Mari Cruz Lasierra started managing the family business, The Florida Club and Cinema – recognised as reputable cult entertainment venues today. The fifth generation in the saga of entertainers, Juan moved to Barcelona later on, opening the first row club in the city and launching the Monegros Festival and continued to further the growth of the company. L E T U S I N T R O D U C E O U R S E LV E S the new generation __________________________________ The latest entertainment entrepreneurs of the Arnau Family that share the same rebellious spirit of their predecessors, Juan Arnau Jr and Cruz have recently taken over the management of the company. With a skill in identifying present trends, they are also harmonious in achieving the same objective – that everyone should have fun. Victor de la Serna Julio Martin Joaquín Cabós Vicenç Martí Booking Director elrow Ibiza Director Florida 135 Director Strategic Advisor Lluís Royo Lluís Lampreave Fernando Pacheco Aureli de Luna Marketing Director Finance Director Production Director Operations Director L E T U S I N T R O D U C E O U R S E LV E S 20 million people happier since 1870 press contact Isabel Guerrero +34 687552855 Av. Josep Vicens Foix, 92. Barcelona [email protected]
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