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]