Elaine Lees from Creativity Works on creating a Museums at Night cluster

Pennine Lancashire Museums at Night

Festival of Wonders27 Sept 2013

Pennine Lancashire

Background

• 3 yrs of MatN events with small number of venues• 2013 represented shift in our ambition• Went from 5 venues/events in 2012 to 15

venues/20 events in 2013• Museums, galleries, libraries took part• Mix of events under central theme• Local coordinator across 5 districts, large semi

rural area• Supported by Culture24• Funded by Heritage Lottery Fund across 2 yrs

Central Theme

Results

• 1,530 people came• 77% were first time

MatN attenders• 33% were new to the

venue• 51% attended more

than one event• All venues want to take

part again next year

HLF Funding

• Culture24 had experience - I had none!

• Used other bids to learn quickly• Heritage, learning and volunteers

are priorities• 3 months to confirm events/draft bid

with C24• £44,400 secured for 2 yr programme

Securing the venues

• Written proposal and meeting

• Asked for a one pager back with outline costs

• Explained roles - shared responsibility

• Set time limits• Reconfirmed every

venue/event once funding secured

What worked well

• Theme• Central branding • PR – national and local• Venue attitude and effort• Libraries• Volunteer photographers• Evaluation

Challenges

• Meeting venues• Staff changes• Marketing budget • Confirming events• Ownership of the event • Events schedule• Venues putting on more than one event• How to do it next year on half the

budget…

Plans for 2014

• Start earlier – ie now• Build on what worked• Update

branding/marketing • Secure additional venues• More effort in areas with

lower attendance• Better use of social media • Templates for 2015 and

beyond

Thank you

Elaine Lees from Creativity Works on creating a Museums at Night cluster

Marketing

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