Spanish Event Brand Elrow Launches Festival

Elrow Friends & Family festival will debut July 15 in the coastal town of Salou in the Spanish region of Catalonia, with “20 of the best artists of electronic music” on three stages, according to an announcement. 

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“Thousands of people” will gather on the beach front of Salou, which is about an hour’s drive from Barcelona. The exact capacities as well as the line-up have yet to be announced.

Elrow has been involved in festivals for years, hosting stages at events but also managing and producing Monegros Desert Festival in the Spanish province of Huesca.

However, Elrow Friends & Familiy will be the company’s first own festival combining all the elements that the entertainment brand has become known for. Besides the musical offering those include art installations, games, street theater, markets, gastronomic highlights and “crazy disguises.”

And probably confetti, of which the company is known to blow tons at its events. Elrow has been run as a family business for six generations and is headed today by CEO Juan Arnau Jr., with his sister Cruz Arnau in charge of marketing and sponsoring.

Elrow recently secured investment by Superstruct, headed by James Barton, Live Nation’s former president of electronic music. Superstruct is the live entertainment division of U.S-based Private Equity Partners, which, alongside London-based Edition Capital, bought 70 percent of Hungary’s major festival Sziget in January.

The undisclosed sum will help drive Elrow’s international expansion. The company says it produced 90-plus events in 14 countries last year, attracting more than 650,000 attendees. Elrow’s new board of directors consists of Barton, Providence Director Roderick Schlösser, Erlow CEO Juan Arnau Jr. as well as Elrow President Vicens Martí.