Since the concept of festivalisation in the academic literature is usually incorporated within the scheme concerning big cities, this paper approaches the problem through the perspective of a small town, namely Velika Gorica, which is now regarded as kind of a Zagreb's sattelite. The city survived the transition from industrialism to post-industrialism, but there hasn't been much work on the experience economy as a key decision in the development of cultural policies. Therefore, the focus of this research is alternative cultural producer named GAS (Gorica's alternative scene), which partly emerged from certain subcultures with the aim of discovering its potential impact on the urban revitalization process. The main content of the research is previously mentioned voluntary association and two festivals under their jurisdiction which, through increased civic participation and distribution of alternative cultural events (graffiti, slam poetry), to a certain extent affect the cultural image of the city, but also the local community. Also, the aim of the study was to analyze the organisational perspective, which gives an insight into how one non-profit organization can contribute to the regeneration of its urban environment, but also shows problems they face, particularly in relation to the city authorities. Some progress is visible, but the results show that the key to further revitalizing efforts lies in the quality communication between all the local participants, but also in the continuing effort to improve festival and cultural offer.