A bold venture in 1976 became one of Gotland’s biggest tourist attractions
50 years in the Gotland tourism industry
Kneippbyn is celebrating a milestone under the Werkelin family’s leadership and can now look back on 50 years in the tourism and entertainment industry on Gotland.
– “It feels incredibly strange and really cool. We’ve been part of an amazing journey, and it’s almost hard to believe it’s true when you read about everything that’s happened over the years,” says Bobbo Werkelin, the youngest of the siblings and, since 2015, co-owner with his wife Anja.
Most of us have some kind of connection to Kneippbyn. Perhaps we remember the days when we were invited to dance in the Rotunda—or when Disco Space, with André Lahovary, made Kneippbyn a natural gathering place for young people—a first summer job—or summer vacations with the classic seasonal wristband.
The place has a rich history, and throughout its history, it has been shaped by encounters between people.
This interview is also a meeting. More specifically, with Bobbo Werkelin, who has carried Kneippbyn with him from childhood into what is now a mature age. Whether he can be classified as “mature” is a question we’ll leave aside for now, but let’s turn our attention to the early 1970s.
“We had moved to Visby from Burgsvik. Mom ran two shops selling jewelry and her own clothing designs, and Dad took a leave of absence from teaching to go into the advertising business. Things went pretty well for them, and that obviously helped them acquire Kneippbyn in 1976,” Bobbo explains.
But there was no question of a resort brimming with glamour, let alone a suitcase full of money. Just south of Visby, there was an inn, the Rotundan restaurant, a few rooms, some cottages, and Villa Villekulla.
– I remember there was a rather run-down mini-golf course and two gas showers at the campground, too. 1977 was a pivotal year when Dad bought out his business partner and, together with Mom, focused on running the business.
As they say, things really took off. The resort expanded to accommodate more guests, and when the “Tvillingarna” water slides were completed, they were actually the third of their kind in Sweden.
“One of my first tasks at Kneippbyn was actually sitting at the counter and selling punch cards for the water slide. It was very popular and gave us the confidence to keep going,” says Bobbo.
Such investments have been a hallmark over the years, and the profits generated by the business have been reinvested.
– We’ve always grown using the money we’ve managed to scrape together over the summer. Whenever we’ve had money left over, we’ve been curious and wanted to come up with something new and even more fun.
And perhaps it was curiosity that guided Dad Lars Gunnar, his brother Pigge, and artist Christian Bjering as they set off for Denmark to exploreSummerlandtrend. It was based on the idea of an entrance to a fairly simple family-friendly area that could feature activities such as fun bikes, trampolines, balance beams, and sometimes even animals.
“When they got home, they sketched out some crazy ideas, applied for grants, and took a chance. It was a real game-changer,” Bobbo recalls, continuing:
– We’ve had slightly different roles. Pigge has always been the one to develop and come up with ideas, while Eva and I have been the ones to run around and make them happen. Eva has been passionate about improving the campground, served on the SCR board, and ensured that we became a five-star campground. She’s also been the one closest to all our employees. I’ve worked extensively on the planning and construction of our facilities and attractions.
Another development that turned out to be a real game-changer was when Janne Sahlberg, together with schoolchildren, staged the first version of the Pippi Theater.
– It was really, really popular, and Pippi has, of course, meant a lot to us and to many children over the years.
Today, Kneippbyn is one of Sweden’s leading resorts, with over 750 beds, 200 campsites, and Summer and Waterland adventure parks. But what lies behind this growth—is there a key factor behind its success?
– Pigge, Eva, and I were given a magical place and the chance to shape it through play, fun, and a set of rules that weren’t too strict. We’ve been able to play our way through it and take responsibility for our experiments and ideas. Kneippbyn has evolved alongside our family’s life stages over five decades, and it’s been incredibly educational,” says Bobbo Werkelin, highlighting what he’s actually most proud of:
– All of our wonderful staff who have walked through our doors, and our guests who have brought us so much joy.
Author: Simon Röcklinger