What Way Out West does

Way Out West is an annual multi-day music and culture festival held in Slottsskogen, a forested park in Gothenburg, Sweden. Founded in 2007, the event operates across five on-site stages (Flamingo, Azalea, Linné, Dungen, Höjden) and extends into a multi-venue nighttime program called Stay Out West across central Gothenburg. The festival is operated by Lugerinc AB, a privately held Swedish limited company headquartered in Stockholm (Folkungagatan 44, SE-118 26), with approximately 55 employees. Beyond music, the 2026 program (scheduled August 13–15) includes WOW Talks (panel discussions on politics, sustainability, equality, food, and fashion, presented in partnership with Storytel), film screenings, a vegetarian-only food offering, and Garderoben, a new community-built queer space.

The festival's commercial model is anchored in direct-to-consumer ticket sales through wayoutwest.se, with multiple day and tiered ticket categories, supplemented by on-site food and beverage revenue and merchandise. Marketing is executed primarily through owned channels — official social media accounts on Facebook, Instagram, X, and Spotify, an email newsletter, and the festival app — alongside earned media partnerships with Göteborgs-Posten and TV4. The sponsor ecosystem is broad for a Nordic festival of this scale, with named partners including Storytel (presenting partner for WOW Talks), Pepsi Max, Norrlands Ljus, Zalando, SJ (Statens Järnvägar), Bring, Vattenfall, Kia, and additional supporters such as YSL Beauté, Kicks, OLW, PicaDeli, and Axe.

Way Out West differentiates on three dimensions that have been consistent since inception: a unique urban-park setting, a vegetarian-forward food policy, and a stated commitment to sustainability. Programming has expanded beyond music into talks, film, and community spaces, broadening the addressable audience and sponsor categories. The company is privately held with no disclosed external investment, funding rounds, or ownership changes in the available source material, and operates from a single legal entity (Lugerinc AB) without disclosed subsidiaries.

Name

Way Out West

Legal name

Lugerinc AB

Website

https://wayoutwest.se

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

51–100 employees

Short description

Way Out West is an annual music and culture festival in Gothenburg, Sweden, founded in 2007, operated by Lugerinc AB. It serves individual festival attendees with multi-stage music, talks, film, vegetarian food, and nightlife programming, monetized primarily through direct ticket sales and a broad sponsor roster.

Ownership category

akta.pro rank

Product category

Live Music Festivals

NAICS

Arts, Entertainment, and Recreation (71)

SIC

Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Adult Nightlife Venues (Strip Clubs) (THAFAEAK)

Keywords

• Music festival events
• Live music festivals
• Cultural festival programming
• Festival ticketing services
• Multi-stage outdoor concerts

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Technology or R&D, Supply Chain

Revenue model

1. Ticket Sales: Primary revenue stream from selling tickets to the festival across multiple day options and ticket categories.
2. Food and Beverage: Revenue from vegetarian food offering and beverage vendors at the festival site.
3. Merchandise: Festival merchandise sales.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Way Out West is an annual multi-day music and cultural festival held in Slottsskogen park, Gothenburg, Sweden. The core offering is a five-stage music festival (Flamingo, Azalea, Linné, Dungen, Höjden) complemented by film screenings, WOW Talks discussions, nighttime Stay Out West club programming, a vegetarian food offering, a Market area, and the Garderoben queer community space. Tickets are sold directly to consumers through the festival website and app across day and multi-day categories.

Product overview

Way Out West is a music festival held annually in Gothenburg, Sweden, featuring a core multi-stage music event at Slottsskogen park (main festival site) and Stay Out West (nighttime club programming across central Gothenburg). The festival also includes WOW Talks (speaker discussions on politics, sustainability, and culture), Film (cinema programming), Food (vegetarian offerings), Garderoben (queer community space), and a Market area. The 2026 edition runs August 13-15 with five stages at Slottsskogen featuring diverse musical acts alongside talks, film screenings, and community programming.

Differentiator

Problem solved

Functional benefit

Brands

• WOW Talks: A stage dedicated to inspiring conversations on politics, sustainability, equality, food, and fashion topics.
• Stay Out West
• Garderoben
• Slottsskogen

Products and services

• Way Out West Festival (Slottsskogen main site) Annual multi-day music festival held in Slottsskogen park in Gothenburg, featuring five stages (Flamingo, Azalea, Linné, Dungen, Höjden) with live performances from international and Swedish artists. For consumer festival attendees.
• Stay Out West Nighttime festival programming continuing in venues across central Gothenburg, featuring club nights and late performances for festival attendees.
• WOW Talks A dedicated stage featuring inspiring conversations on important topics including politics, sustainability, equality, food, and fashion, hosted by Messiah Hallberg. Presented in partnership with Storytel.
• Film at Way Out West Film programming featuring screenings and cinema experiences curated for movie buffs as part of the festival offering.
• Garderoben A queer community space in Slottsskogen featuring DJs, live acts, drag performances, immersive art, installations, exhibitions, and takeovers by queer collectives.
• Festival Food (vegetarian offering) Vegetarian food offering featuring world-class plant-based cuisine curated at the festival site.
• Festival Tickets Festival tickets available in different categories including day tickets and multi-day passes, sold direct to consumers via the official website.
• Market Festival marketplace area featuring various vendors and exhibitors.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Ten partnerships are on record, tiered core and minor.

• StorytelcoreGTM or Marketing PartnerStorytel is a presenting partner for WOW Talks. The talks will also be available to stream after the festival via the Storytel app, extending the festival's reach beyond live attendance.
• Norrlands LjusminorGTM or Marketing PartnerAlcohol-free beer partner displaying logo on festival website.
• Pepsi MaxminorGTM or Marketing PartnerBeverage partner with logo placement on festival website.
• ZalandominorGTM or Marketing PartnerFashion partner with logo displayed on festival website.
• SJ (Statens Järnvägar)minorGTM or Marketing PartnerTrain partner facilitating travel to the festival.
• BringminorGTM or Marketing PartnerLogistics partner with logo on festival website.
• VattenfallminorGTM or Marketing PartnerEnergy partner displaying logo as festival supporter.
• KiaminorGTM or Marketing PartnerAutomotive partner with logo on festival website.
• Göteborgs-Posten (GP)minorGTM or Marketing PartnerMedia partner providing press coverage for the festival.
• TV4minorGTM or Marketing PartnerMedia partner with dedicated coverage section on way-out-west.

Scale indicators1 record

Recent moves5 records

Expansion highlights5 records

Direct peers

• Brännbollsyran: Swedish multi-day music festival with broad programming. Domestic peer competing for the same Swedish festival-goer base and summer festival calendar.
• Ruisrock: Finland's oldest music festival, held in Turku, with a multi-stage, multi-day format. Comparable Nordic festival with overlapping artist booking and audience base.
• Primavera Sound: Major European music festival (Barcelona, originally) with a multi-stage, multi-day urban format and curated programming across genres. Highly comparable in audience profile, international artist lineup, and brand positioning.
• Øya Festival: Norway's leading music festival, held annually in Oslo with a strong sustainability agenda and curated multi-stage lineup. Closest geographic and philosophical peer to Way Out West in the Nordic market.
• Sweden Rock Festival: One of Europe's largest rock festivals, held annually in Sölvesborg, Sweden. Comparable in scale and operational complexity, though more genre-specific (rock). Direct competitor for Swedish festival audiences.
• NorthSide Festival: Danish music festival held in Aarhus with sustainability focus and curated multi-stage programming. Comparable Nordic peer for both audience and sponsor relationships.
• Roskilde Festival: Denmark's largest music festival, an eight-day non-profit event with strong sustainability positioning and a multi-stage, multi-discipline program. Direct Nordic peer with comparable scale, audience demographic, and operating philosophy.
• Flow Festival: Helsinki-based music festival held in a former industrial area, with strong eco-credentials and a multi-stage, multi-discipline format. Directly comparable in Nordic positioning and demographic.

Broad incumbents

• Sziget Festival: One of the largest music festivals in Europe, held in Budapest on an island, with a multi-day, multi-stage format and broad international audience. Comparable in scale and operational complexity, though significantly larger and more globally oriented.
• Glastonbury Festival: Iconic UK multi-day music and performing arts festival with extensive programming across music, theatre, and circus. Operates at significantly larger scale than Way Out West but shares the multi-discipline, multi-stage, festival-as-cultural-platform model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/wayoutwestgbg
• Facebookfacebook.com/wayoutwestfestival
• Instagraminstagram.com/wayoutwestfestival
• LinkedInlinkedin.com/company/way-out-west

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Way Out West