Chronicle, Drammen | There is one main reason why families move to Drammen

I have moved to Drammen twice. After talking to other new families in the city, it strikes me that there is one main reason for moving to Drammen.

Reason number 1: The battle for the childhood town. The first time I moved to Drammen I was 13 years old and followed the load back to mother’s hometown. The second time I was 30 years old – and now I was the one who went back with my husband and children my hometown. Many people I meet share the same story.

– How on earth did you end up in Drammen?

This question has I asked many new parents. In 2016 I started “Mammakafé i Drammen” (now “Småbarnstreff”). Over the course of seven years, I have met many parents who are completely new to the city. I would guess that 8 out of 10 have had the same answer:

– My boyfriend is from the area. So that’s why we moved to Drammen.

The exciting thing is that the answer is the same, regardless of whether you come from another part of the country or another corner of the world. In other words: In order to get hold of the families with children, Drammen must win the battle for the childhood town. Many people look back to their home areas when two turn three. Whoever manages to convince their lover that their city is the place to live wins. This is the short explanation for families moving to Drammen.

Reason number 2 and 3: Family home and commuting distance to Oslo are part of the long explanation. But then you can just as easily choose Lillestrøm and Ski. Lillestrøm gets the families with children that Drammen wants, wrote Drammens Tidende in 2021. Because who will choose Elvebyen?

Jobs and housing are logical, but for new families to put “Drammen” in their Finn searches, connection plays a big role.

In marketing is used hot leads about finding customers who know you from before. Drammen must find Drammen people who are in love and win them back. Perhaps on the number of nurseries within walking distance to the forest? Number of ski track meters in the forest or cafe density in the city centre? In 2023, Drammen launched a funny stunt with a one-off payment to students who report moving to the city. Here you can also set up creative campaigns against families with children.

The analysis here is based on an informal cafe study. It would have been interesting to have heavier statistics on why families with children move to the city. Here I am excited about what the municipality’s strategy will be for 2024-2027. Drammen needs to win the battle for the childhood town.

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