- Slides: 19
Light Night 2010
Light Night Team • Dan Stinson - Programme Producer • Open Culture - Charlotte Corrie and Christina Grogan Programme Producers, Print & Online Marketing Management, Venue Feedback, Documentation & Budget Management • Shelagh Bourke - Press & Media • Thrive - Belinda Kidd, Glen Meskell, Adeyinka Olushonde & Jane Robins Budget Holder, Audience Evaluation, Volunteers and working group management
Programme & Brochure Development
55 venues, outdoor sites or walking tours in Light Night 2010, compared to 34 for the 2009 Long Night, and 28 in 2008 92 events under 13 separate headings such Exhibitions, Open Studios, Words & Debate, Music, Film, Comedy, Family Friendly etc Light Night events included • The opening of Toulouse Lautrec at the Walker with live music, curator talks and Youth Theatre performances • The Art of 3 D and Disco Dance at FACT • Opportunities to participate in creative activities at LJMU and the Bluecoat • Talks by Sir Ranulph Fiennes and Bonnie Greer • Artists’ studios openings and exhibitions • The free Under the Mud Bus Tour with onboard entertainment • The 9 indoor and outdoor walking tours • Choirs at St Georges Hall and Liverpool One • Discounted tickets, late opening and special lighting of the Echo Wheel • Outdoor interactive theatre by Liverpool Drama Society • Liverpool Art Prize Preview at Liverpool One • One night golden spectacular launching the 2010 International Liverpool Biennial • Plus some projects taking place outside the city centre with poetry and music at Metal and film showings by Arts in Regeneration • And much more. .
• The Producers are key, encouraging new collaborations i. e. Blackwell book shops and the Victoria Gallery & Museum for the Sir Ranulph Fiennes talk, to FACT and Sparkle Media for the Art of 3 D • The majority of organisations listed were either staying open later than usual, or put on something special for Light Night • The brochure did include some performing arts venues that were open anyway. Further discussion is needed on how best to include these in future for the integrity of the programme, audiences and venues • Light Night started at 4 pm through till late, this was specially aimed at broadening the audiences to include families
Printed Collateral The core print, design and online marketing were driven by Open Culture, with participating organisations marketing their events A new simple and identifiable brand was created for Light Night which sits comfortably next to the Long Night brand • 10, 000 teaser flyers out 6 week prior • 600 posters out 2 weeks prior • 20, 000 22 page paper and downloadable brochure out 2 weeks prior • The 22 page brochure was designed to be clear and easy to use, with a simple intro and key, contents guide, location finder, map and planner • Another Media distributed the print, they worked on it as a campaign rather than just distribution • Distribution included Cafes, Bars / Restaurants, Attractions, Galleries, Theatres, Tourist Information, Hotels, Cultural venues, Community centres, Shops & Shopping centres, Host venues, Selected business receptions and letterboxes across selected areas of Merseyside and the city centre
Online Marketing and Media Online Marketing • Dedicated homepage and 4 lead up news stories on Open Culture website beginning 8 weeks prior (i. e. March –May Open Culture had 27, 934 hits) • E-blasts created by Open Culture targeting 5, 000, plus Long Night mailing list via Biennial • Regular use of social media by Open Culture and a majority of the participating organisations • In-kind e-blasts by 08 card (62, 000), Culture Liverpool (35, 000), Family Friendly Newsletter by All about Audiences, PCT staff magazine, Biennial, A Foundation, etc • Online coverage included Daily Telegraph, Culture 24, Guardian Travel, BBC Online, Radio City Group, Liverpool Confidential, Visit Liverpool, Defnet Media, Artin. Liverpool, Click Liverpool, Liverpool Daily Post, Liverpool Echo, numerous blogs, etc • Over 85 Google alerts picked up in the 2 weeks prior Print Media, Radio & TV Coverage • Liverpool Echo and the Liverpool Daily Post in print and online • Radio coverage across Radio City • Interviews on Radio Merseyside • Northwest Tonight profiled Toulouse Lautrec, highlighting Light Night • Radio 4’s Woman’s Hour profiled Toulouse Lautrec • Full page in the Spring Seasonal Guide (75, 000)
Light Night / Long Night promotional merchandise • Glow Sticks have been offered previously as a giveaway • An alternative was sought as a more re-useable option, and the Light Night/Long Night slap-on wristbands were offered in 6 colours • Half were distributed for Light Night with half remaining for Long Night • Saleable merchandising such as collectable badges could be offered in the future as a possible income
Budget & Visitor Figures
Visitor Feedback Positive comments • 72% of respondents reported that they will now make more visits to cultural venues as a result of the Light Night • “Great buzz from seeing so many people from different walks of life taking part” • “Just good fun and will join in the next event” • “Next year we will plan the evening more thoroughly and visit more venues” • “It was like being on holiday - people like me able to be out late - doing something interesting and different (rather than cinema or a pub or a meal - which is what we usually do when we go out at night)” • “Pleasant way to see places at a different time than normal giving a new perspective on them” • “So many things happening in the evening - need to have museums and art galleries open in the evening more often” • “The fact it was light until past 9. 30 pm and we could enjoy going around the different venues & for free!” Suggested improvements • Ensuring venues don’t run out of programmes on the night • More media coverage • Participating venues/organisations reinforcing the Light Night/Long Night brand • Making the offer longer and more often – i. e. over a weekend and/or monthly • More dining offers • Timetabled programme
The Audience • 104 People responded to the online questionnaire Profile • 98% White • 5% Disabled
The Audience • • • 79% 30 minutes travel or less 42% From areas south of Liverpool City Centre 29% rarely or never visit the city at night 35% come into the city once a month 86% gave the Light Night 4 or 5 out of a score of 5 If the Light Night had not been taking place: • 56% would have stayed at home • 9% would have attended another cultural event
How Did They Find Out?
Venues • 57% attended 3 venues or less • 33% attended 4 venues or less • 29% attended these kind of venues rarely or never • 54% attend monthly
“Crowds of people visiting galleries in the evening is a great thing for the city centre environment, and shows there is a demand for evening opening” “The fact that so many people were enjoying the city…and that all the venues were supporting, encouraging and being proud of their city” “The atmosphere around Greenland/New Bird Street areas. Nice to see a usually quiet part of town transformed into a festival atmosphere”