According to Dagbladet article, Sundsvall municipality will pay over 200,000 SEK for promotion of forthcoming summer festival on which Roxette will perform. Maria Åslin from Norrporten Arena says that this festival is perfect promotion of town and region. Money will be spent on advertisments in press, TV- and radiostations as well as on posters and billboards. Anders “Tjacka” Söderberg, one of the organizers, promises that it will be profitable event for Sundsvall municipality as the town and region will get a lot of publicity around Sweden and even around the world.

Additionally, local football team GIF Sundsvall has to reschedule its match from August 7th to August 9th, because of Roxette concert.