Every Place Has a Story – using storytelling to turn places into experiences

Online event 9.6.2026

In this online event, we explore the power of storytelling in companies and communities that operate in old buildings.

A storytelling expert will share why stories matter, how they create emotional connections, and why historic environments offer unique potential for compelling narratives. The program also includes real-life examples of businesses that have successfully built stories around old buildings to strengthen their brand, visibility and customer experience.

The event concludes with practical, easy-to-use exercises for developing and refining your own business story.

The event is open to anyone interested in using storytelling as a powerful marketing tool, but especially for businesses and communities using historic buildings as part of their operations. 

The event is organized by the Interreg Aurora -funded project Re-Archtive North. Read more about the project here.

Programme

18:00 Welcome

18:10 Puu-Juuka – bringing a village story to life
Marjo Pääskyvuori from Puu-Juuka tells about the unique destination in North Karelia where an entire village setting is being developed into a vibrant place for accommodation, events and experiences.
Hear how a shared story can bring together people, businesses and place into one compelling experience.

18:30 Piteå Pensionatet – turning dreams into reality
Lisa Hellmér from Piteå Pensionatet shares how a simple dream grew into a vibrant meeting place. What started in 2013 with two hotel rooms and a small summer café has grown into a beloved destination with accommodation, a lively courtyard, homemade treats and Napoli-style pizza – welcoming thousands of visitors every year. Their vision: a place where guests feel at home, friendships are formed and ideas can grow.

18:50 Guide Natura – from theory to praxis in nature based experience production

Hansi Gelter will present the development of his hobby company Guide Natura into a ecotourism company in Piteå archipelago, based on experience production and storytelling of local nature and cultural history. He integrated theory into praxis when developing blue and green wellness products and design of rental cottages in the archipelago and a forest ecopark.

19:10 Inspiration and tools
Storytelling expert Pernilla Howard from Centria UAS shares insights into the power of storytelling and provides practical, easy-to-use tools for developing your own place-based story.

Register here

More information about the event