In April 2008 a new Art Hall opened its doors in Östersund. Contemporary art was introduced to the visitors on the premises of one of the former regiments – art never previously exhibited in the region. The origin can be traced in the recent history of the town, and the possibilities created by these events in combination with EU-funding. At the background is a long lasting demand for a larger public art-gallery in the town that has never been filled, a vibrant art-environment with many small local private galleries and regional artists working to sustain their living. The project is here discussed at the background of theories on Experience industry and Creative Economy in relation to the tension between rural and urban contexts. The attention attached to the Experience industry is commonly linked to urban areas – here urban expressions of art are located to a rural area. Can it have implications for both our view of cultural industry and the differences between the urban and rural?