Eurovision returned to Sweden in 2013 and there was fierce competition between traditional rivals Stockholm, Gothenburg and Malmö for the right to stage the contest. In the end, it was the city of Malmo that was successful with its bid based on the Malmö Arena. The venue was considerably smaller than in previous years, making competition for tickets very fierce indeed.
Host broadcaster, SVT, introduced a number of innovations in what was a slightly scaled-back contest. 2013 saw the introduction of the artists’ parade at the beginning of the Grand Final, as well as a standing area on the main floor of the arena, designed to give the contest a more modern and concert-like ambience. The city made a huge effort during Eurovision week, with many local clubs featuring ESC and Melodifestival artists, and the city centre hosting a very lively EuroVillage as well as the now traditional countdown clock.
The 2013 tag line was “We are one” and the logo featured a butterfly that appeared all over the city. Many fans chose to base themselves across the Øresund in Copenhagen, travelling the short distance from Denmark by train across the famous bridge/tunnel.
For OGAE members, Malmo featured a very successful EuroCafé located in the eastern-style Moriska Pavilijongen in the Folkets Park. The Café featured a wide range of fan activities as well as food and drink. It was also host to a very successful OGAE International party at which many of the 2013 acts presented their songs.