The Holstebro Festuge (festival week), which marked its twenty-fifth anniversary in 2014, is a huge undertaking organized by Odin Teatret every three years that involves the participation of many local people and a significant number of town and regional organizations as well as numerous international artists in a cultural extravaganza of performances, screenings, art exhibits, and barters that takes place over nine days in the city and surrounding region. In this article, Ian Watson examines the implications of the Festuge for Odin’s connection to and relationship with the city it has called home for a little under fifty years. As Watson points out, the tacitly accepted narrative, embedded in much of Eugenio Barba’s considerable body of writings, Odin’s performances and workshops as well as much of the material written about Barba and/or his company by scholars, is that the pursuit of an aesthetic is Barba’s primary if not sole preoccupation. Watson challenges this limited reading as he draws upon the sociologist Marcel Mauss’s study of ‘gifting’ in particular traditional societies, and the political scientist Robert Putnam’s parsing of social capital in Bowling Alone to examine the Festuge. Ian Watson is Professor of Theatre and Chair of the Department of Arts, Culture and Media at Rutgers University-Newark. Among other publications, he is author of Towards a Third Theatre and Negotiating Culture: Eugenio Barba and the Intercultural Debate.