Juan Arnau Jr., current CEO of Elrow and Monegros Desert Festival, is the heir to a family tradition that has shaped Spain’s entertainment scene for over a century. Born in Fraga, Huesca, into the Arnau family, Juan has carried on and expanded the legacy initiated by his ancestors, adapting to contemporary trends and taking the family brand to unprecedented international success.
Family Origins and Early Steps in Entertainment
The Arnau family’s history in the entertainment industry dates back to 1870 when José Satorres decided to change his career working the land for entertainment. Afterwards Juan Arnau Cabases and his wife settled in Fraga after fleeing Aitona, Lleida, to get married. Initially, they founded a flour mill and oil presses but soon diversified their business by opening the Florida cinema, inspired by the success of the Victoria cinema owned by their in-laws. This venture evolved over time into a dance hall that hosted some of the most prominent orchestras of the time.
In 1942, during the post-war period, the business was taken over by their son, also named Juan Arnau, who, together with his wife Pilarín Durán, transformed the venue into the renowned club Florida135 in 1985.
Education and Entrepreneurial Vision
From an early age, Juan Arnau Jr. was immersed in the family’s festive and business environment. Understanding the importance of a solid education to tackle the challenges of the industry, he studied Business Administration and Management in Barcelona and later completed a postgraduate degree in International Marketing in San Francisco. Additionally, he spent a year in South Africa refining his English and working with charitable organizations, an experience that broadened his perspective on corporate social responsibility.
Innovation and Expansion: The Birth of Elrow
In 2010, together with his sister Cruz, Juan Arnau Jr. founded Elrow in Barcelona. What started as a Sunday morning party at a venue in Viladecans, known as Elrow14, quickly captured the attention of promoters and clubs worldwide due to its innovative approach and vibrant atmosphere. In 2014, the prestigious Space nightclub in Ibiza hired them to organize events on the island, catapulting Elrow to the global stage.
By 2015, the brand had already begun its international tour, hosting between 15 and 20 parties annually. Although they initially operated at a loss, Juan and his team were convinced of Elrow’s long-term potential. This vision materialized in 2016 when the company began generating significant profits.
A Sustainable and Creative Business Model
Elrow stands out for its comprehensive approach to event production. The company designs and manufactures all elements of its shows in-house, from stage designs to actor costumes. To achieve this, they operate a 6,000-square-meter workshop in Barcelona, where a team of 40 people works on decorations and costumes. This commitment to quality and originality has been key to the brand’s success.
Additionally, Elrow has demonstrated a remarkable ability to adapt and grow, organizing over 80 shows annually in 25 countries and selling approximately one million tickets each year.
Commitment to Sustainability and Social Responsibility
Under Juan Arnau Jr.’s leadership, Elrow has taken a proactive stance on sustainability. In 2019, the company implemented a five-year action plan focused on reducing its carbon footprint and promoting eco-friendly practices at its events. Initiatives include encouraging attendees to use public transportation, providing shuttle bus services, and promoting carpooling.
Furthermore, in collaboration with the organization Tree-Nation, Elrow committed to planting 50,000 trees in Thailand to offset CO2 emissions, having already reached 30,000 trees planted.
The company has also taken measures to ensure inclusion and safety at its events, establishing reporting points for sexual assault and substance control.
Monegros Desert Festival: A Legacy in the Desert
In addition to Elrow, the Arnau family is responsible for the Monegros Desert Festival, an iconic event now celebrating its 31st anniversary. This festival, held in the Fraga desert, has evolved from its origins as a family gathering into a must-attend event for electronic music lovers worldwide.
With a stage measuring 70 meters wide and 18 meters high, and a capacity for 30,000 people, Monegros has continuously reinvented itself to meet modern audience demands. Juan Arnau Jr. has been instrumental in this transformation, bringing a fresh and dynamic vision that has revitalized the festival.
Challenges and the Future
Despite the exponential growth of Elrow and Monegros, Juan Arnau Jr. remains committed to maintaining the essence and values that have made these brands globally renowned. His ability to innovate while preserving tradition has positioned him as one of the most influential figures in the entertainment industry today.
