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HimmerLand Stories

Rethinking the crowd experience – again

Just as for so many other events, the corona pandemic flipped the switch on this year’s Made in HimmerLand, pushing partners and organisers to come together to think up new and innovative ways to engage an audience at a distance.

Throughout the years, Made in HimmerLand has become a legendary event joined by huge crowds thanks to the inventiveness of the organisers and the helpful partners: “Golf is not exactly known for being a sport of the people, but that was something Lars Larsen aimed to change. He spent years turning a golf tournament into a celebration for the people by rethinking the crowd experience, adding musical appearances, and bringing the players closer to the crowd,” Thomas Nielsen, Director of Golf at HimmerLand, explains.

As a result, the yearly celebration now gathers more than 20,000 spectators a day, who are cheering on the players and enjoying themselves at everything from music shows to conferences as well as at the many different bars. But not in 2021.


With only 2,000 people allowed a day at the event in 2021, once again the crowd experience had to be completely rethought.

One new initiative that was especially successful was the Fan Green: A digital service provided in collaboration with Jyske Bank offering 10 hours of live stream a day from the iconic Hole 16 with commentators, celebrity guests and more. Fans could also win prizes by predicting where on the green each player would land.

The missing audience was especially apparent at Hole 16 that usually draws a crowd of about 2,000 with its scenic views and a naturally amphitheatre-like green hill. To make up for the missing spectators, 2,000 flags were placed along the sideline to create a sense of celebration.

While this year’s event was certainly different from previous years, the new initiatives have been received well, and to Thomas Nielsen, the unconventional event has even had some benefits to it: “With such a small crowd this year, we had the opportunity to give our sponsors a very special experience, where they were able to get exceptionally close to the action and to the players,” he explains but continues: “That said, we cannot wait to get back to more usual circumstances. And we will be back in 2022 with a huge celebration!”

HimmerLand – Golf and much more

With a history dating back to 1979, HimmerLand has strong roots among golf enthusiasts as well as in the local community. When the resort reached the milestone of 40, it was time to rethink and renew. This involved developing existing facilities as well as creating a new visual identity to communicate that while HimmerLand remains a world-class golf destination, it has much more to offer.


With contributions from an advertising agency, the visual identity, including a new name, was launched in spring 2020. The oak tree on top of the iconic Himmerland Hill by the 16th hole provides inspiration for the new logo while the name HimmerLand, naturally, refers to the location of the resort.

With an investment of 400 million DKK from Lars Larsen Group in 2020, the development of HimmerLand continues to the delight of not only golf players but also anyone longing for a getaway with spa, family activities, good food, golf and much more.