Otherworld A midsummer s weekend museum lates festival
VISION To inspire a new generation of audiences to fall in love with museums.
MISSION To turn expectations of what museums are like and who they are for, upside-down, creating new social value for audiences, communities and venues.
1. A Culture of Lates After-hours openings and events in the UK. 2. An International Culture of Lates Wider perspective on night-time culture in Mexico City, Melbourne, Sydney and Moscow. 3. Late Like a Local Museum Lates contribution to cultural tourism. weareculture24.org.uk/lates-research/
FRIDAY 21st SATURDAY 22nd JUNE 2019
TARGET AUDIENCE DIVERSE 18-30 YOUNG LONDONERS
50 VENUES Those close together are organised Into 5 CIRCUITS
VENUES PLANNING TO TAKE PART: National Portrait Gallery, Royal Academy, British Museum, V&A, Queen s Gallery, Houses of Parliament, Serpentine, Jewish Museum, St. Paul s Cathedral, Banqueting House, Royal Geographical Society, Canal Museum, Government Art Collection, Wallace Collection, Senate House Library, Francis Crick Institute, National Gallery, Leighton House, Natural History Museum, Grant Zoology Museum, Westminster Abbey and more
37,500 TICKETS ON SALE IN YEAR ONE
TICKETS START AT 15 + 3,500 10 TICKETS FOR 18-30 YR OLDS
VENUES ARE PAID A GUARANTEED CUT OF TICKET SALES
ONE TICKET is valid for all events on that night
Ticket holders pick up WRISTBANDS from HUBS located in each CIRCUIT
HERO BOOKINGS: GIGS, SHOWS AND PERFORMANCES BY NAMED ARTISTS
Handel & Hendrix Woodstock Friday Late 4 Credit Sophie Jones
ONE TYPICAL NIGHT AT OTHERWORLD
6pm
WE RE GOING TO THE HUB ON EXHIBITION ROAD TO PICK UP OUR WRISTBAND
https://twitter.com/musicmidtown/status/908710770678095872
7pm
WE RE GOING TO SEE SOME SPOKEN WORD AT A VENUE IN LAMBETH
8pm
WE RE GOING ON TO A GALLERY FOR AN INTERACTIVE INSTALLATION
Liverpool Light Night couple lit up (c) Pete Carr courtesy Open Culture
9pm
WE RE GOING ON TO A GALLERY FOR COCKTAILS & A TALK
10pm
WE RE GOING TO A GIG AT A MUSEUM ON THE SOUTH BANK CIRCUIT
11pm
WE RE ENDING UP AT A CLUB NIGHT AT A HISTORIC HOUSE TO DANCE THE NIGHT AWAY
FESTIVAL VALUES OPEN TO EVERYONE - create an exciting celebratory festival model for communities and audiences CHAMPION THE ALTERNATIVE SPIRIT - be adventurous, creative, and open-minded CELEBRATE DIVERSITY a commitment to equality programming that is reflective of the diversity of the audience and the personality of the venues BE TRUE TO THE PLACE ITS IN - build new connections inside circuits between communities, venues, artists and businesses
SOCIAL IMPACT A BIG ISSUE FESTIVAL FOR GOOD - 2 nd in UK PLATFORM FOR NEW TALENT - young creatives at risk BIG ISSUE FESTIVAL SUPPLIMENT - sold by vendors VOLUNTEERING - students, London2012 team etc FREE TICKETS - targeted heavily reduced/free tickets for communities SENCE OF PLACE building connections
MARKETING CREAT THE BRAND place it into the market ONLINE CHANNELS - Festival website SOCIAL MEDIA campaign and influencers COLLABORATIONS - target audience platforms VENUES museum channels PRESS & PR expert agency (launch, stunts etc)
Otherworld Reach: year one 15million Combined reach Twitter followers 1.5million PR reach 1 million + Combined reach Email lists 100,000 Above line advertising 500,000 Website users 37,500 Tickets 17 weeks On sale
SPONSORSHIP ASSETS & ACTIVATIONS AVAILABLE Exclusive title rights Circuits & Hubs Beverage pouring rights Individual venues Hero programming Technology & ticketing Social purpose & community ticketing Data & audience insights
TIMELINE October 2019 Expression of Interest Open bit.ly/eoivac November 2018 All participating venues announced December 2018 Brand unveiled February 2019 Programme announced and limited early bird and 18-30 tickets on sale March 2019 General tickets on sale April 2019 Major PR campaign begins
Advisory Group Philip Kolvin QC, Former Chair of London s Night Time Commission Spike Van Der Vliet-Firth - London Councils Enterprise, Economy and Skills Team Kimberly Willems, N8connect, Amsterdam Lucy Woodbridge, Natural History Museum Lianre Robinson, LADbible Group & Culture24 Trustee Peter Ride, University of Westminster Cate Milton, Historic Royal Palaces Talking to:
Let s Talk Nick Stockman nick@culture24.org.uk 01273 523983 WeAreCulture24.org.uk