‘Hidden door is inspired to make a difference in edinburgH, in scotland and beyond.’DaviD Martin, Creative DireCtor, HiDDen Door

2018

Hidden Door Festival 8

Hidden Door Festival e

20 1

Born in the City of Festivals, Hidden Door is innovating a unique kind of urban festival which is building new and diverse audiences for the arts and giving them a high-impact, deeply engaging experience.

By not being limited to one single art form, Hidden Door creates the “Complete Experience”; building the buzz around inspirational new live music, programming new theatre productions, curating diverse film programmes, cultivating dynamic spoken word events and panel discussions and curating an imaginative and ambitious visual art program, all orchestrated and staged in one inspirational site… and the site is the key.

Each year Hidden Door takes on and transforms a disused, neglected or derelict building turning it into a spectacular urban festival venue, complete with music stages, theatres, cinemas, site-specific art installations and bars. Ultimately creating a completely unique and immersive experience, which grabs the audiences’ imaginations, inspires them to share extensively on social media, and encourages them to explore, discover and become completely engaged. Edinburgh, Scotland and the UK is bursting at the seams with new and extraordinary talent in the arts. Creating the most amazing and unforgettable experience for the audience to discover and fall in love with it is the very essence of Hidden Door.

OUR VISIONOUR VISION

2016 – 10,000 visitors over the 9 days 2017 – 13,000 visitors over 10 days2018 – projected visitors of 15,000 over 10 days

Hidden Door audiences cover a range of ages, income levels and life stages

Age breakdown:

Age 25 - 34 : 40%Age 35 – 44 : 24%Age 45 – 54 : 14%Age 18 – 24 : 12%Age 55 + : 10%

81% of our visitors are from Edinburgh, 12% from the rest of Scotland and 7% from the rest of the UK and overseas

Visitors from the US, Germany, France, Spain, Canada, Australia, Ireland and Italy

Interests include: Travel, Art & Theatre, Movies, Green Living, Food, Photography, Hotels & Holidays, Concerts and Music Festivals, Bus & Rail Travel and Properties for rent and for sale.

AUDIENCE FIGURESAUDIENCE FIGURES

40% of Hidden Door audiences:

Age 26 – 35• A mix of students and young people in administrative, technical or professional roles.• Entertainment seeking youngsters, single and renting. They live in flats in new build residential developments and apartments in recently converted warehouses. They live alongside fairly run down areas, yet to be redeveloped. • Technically savvy - High use of smartphones, used to accessing news and information via their digital devices, active on social networking sites and spend a lot of time online. They are less likely to spend much time watching television. Ambitious, keen to further their positions and adventurous in trying new things. Their salaries are spent on shopping, leisure and entertainment opportunities and keeping up to date with the latest consumer technology.• Frequent cinema-goers and as consumers they are highly connected via their mobile phones. Despite proximity to shops, they regular buy from websites. • Likely to take note of an organisation’s ethical and environmental credentials.

24% of Hidden Door audiences:

Age 35-44• In senior and well paid positions in creative and professional industries.• Own their homes, in central locations with easy commute to work.• Constantly connected via their smartphones, work-life takes precedence. Spend many hours online and couldn’t manage their lives without the internet. Frequent shopping online and book multiple trips abroad.

14% of Hidden Door audiences are considered to be:

Age 45-54• In senior and well paid positions in financial and professional industries.• High status positions in politics, media and the arts.• Own their homes in central locations.• Connected via their smartphones and spend many hours online.

AUDIENCE DEMographicsAUDIENCE DEmographics

Twitter

• Over 6,600 followers• Over 1 million impressions between the March 2017 launch and the festival• Regular retweets from influential accounts - @irvinewelsh (272k followers) @edinburgh (106k followers) and @creativescots (80k followers)• A Thunderclap campaign to launch the festival reached 441,000 people - a 300% increase on 2016

Facebook

• 16,000 followers• Live streams of music attracted large viewing figures, during and after the stream - a total of 117,000 video views• Posts during the festival regularly reached 10,000+ people, up to 50,000 for good quality video and promoted posts

Instagram

• 3,300 followers• Smaller audience but much more targeted and high engagement levels

Website

• An average of 8,500 visits a day during the festival• 50,000 unique users over the last 12 months• 46% visits on mobile; 46% on desktop; 8% tablet• 56% female; 44% male• Age breakdown: 12% 18-24, 40% 25-34, 24% 35-44, 14% 45-54, 10% 55+• 90% of website visitors from UK. Other countries include US, Germany, France, Spain, Canada, Australia, Ireland and Italy

digiTalDIGItAL

“Leith Theatre is Scotland’s best new live music venue. Let’s do everything we can to keep it going”... The List, June 2017

“Thanks to the tireless efforts of Leith Theatre Trust and Hidden Door, the 1400-capacity hall is back in action – and it’s incredible” The List, June 2017

“Hidden Door’s opening gig last Friday was a revelation” The List, June 2017

“If you live in Edinburgh and you have even a passing interest in live music, you need to get to the Hidden Door Festival at Leith Theatre before it finishes this weekend. Honestly, drop everything and make time. If you have kids, take them during the day for a wander round and a look at some free visual art. This place is incredible. Not a ‘gosh, that’s interesting, I didn’t know this was here’ kind of incredible; more ‘hold on, this is the best live music venue in Scotland outside of the Barrowlands and it’s been used for Council storage and gathering pigeon shit for 30 years? That’s obscene!” The List, June 2017

“An inspiring and successful festival, which perfectly demonstrated the capabilities of the gorgeous old Leith Theatre as a living, breathing concert venue. Ad-hoc but ingeniously curated art and performance” – David Pollock, The Scotsman, June 2017

“I’ve always been such a fan of Hidden Door, just like Grid Iron when we were starting out in the 1990s, they share that passion for finding spaces around Edinburgh that need to be opened up, and bringing them alive. And it’s quite a thrill to think of working on that Leith Theatre stage, with that history – all the way from bands like AC/DC to the great Japanese director Ninagawa.” Ben Harrison, Grid Iron, May 2017

“With each step further into the depths of this abandoned masterpiece, the building grows wilder. Each corner, every space reveals something new” Amy Taylor, The Skinny, June 2017

“A nomadic cauldron of creativity which is unlikely to sit still for long, a sprawling village of alternative culture” Neil Cooper, The Herald, June 2017

“A riot of noise and colour” Mike Wade, The Times, June 2017

“Hidden Door has brought Leith Theatre to life for the first time in 28 years, with a programme of music, theatre, art and more” The Scotsman, May 2017

“There’s no point in pretending that theatre, as an art-form, stands front-and-centre at this year’s Hidden Door Festival; the headline story is all about the re-emergence of Leith Theatre’s mighty main auditorium as one of Scotland’s great music venues, breathtakingly lit and sound-engineered by the Hidden Door team “ The Scotsman, May 2017

“Something often cracks into life when artists have a interesting venue to respond to, and places don’t come much richer than Leith Theatre, opening its doors for the first time in 28 years. Not surprisingly, the artists in Hidden Door have responded in spades to its decaying splendour. They’ve occupied every nook and cranny from the attics to the basement” The Scotsman, May 2017

“Since it first entered Edinburgh’s already heavily populated festival scene in 2010, Hidden Door has consistently proved a need for itself – there is something wonderfully unique about this nine-day event” Kelly Apter, The Scotsman, June 2016

PRESS & REVIEWSPRESS & REVIEWS

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oUR 2017 ParTners & SPONSORs

our 2017 Partners & SPONSORs

B IsCU ITF A C T O R YS T U D I O S | E V E N T S | E X H I B I T I O N S

HIGH TIDE

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OUR 2017 KICKSTARTER SUPPORTERS

OUR 2017 KICKSTARTER SUPPORTERS

Creative Scotland - Lorna Duguid, Multi-art form Manager said:

“Hidden Door Festival has provided inspiration to communities across Scotland, showing that there is still life in disused spaces and with a little rejuvenation they can thrive as temporary arts venues. The festival has established itself as a springboard for emerging Scotland-based artists, across several art forms, encouraging them to create ambitious new work and developing their practices. Hidden Door has once again produced an excitingly ambitious programme and we can’t wait to see the historic Leith Theatre provide the perfect backdrop for this year’s festival.”

The List - Yasmin Sulaiman, Editor-in-Chief said:

“We’re really chuffed to be working with Hidden Door this year as they bring the amazing Leith Theatre back to life. Anna Meredith – who topped The List Hot 100 in 2016 – is one of the best and most innovative musicians in the UK today, and we’re very excited that she’ll be headlining the Hidden Door Opening Party with The List. We are also really excited to have Idlewild headline on Saturday night, as this is likely to be one of their only UK shows in 2017.”

Edinburgh Jazz and Blues Festival – Jason Rust, Chair said:

“We’re thrilled about our collaboration with Hidden Door Festival. This is a great opportunity to present four exciting groups in a new context, and to a new audience. We’re always looking to produce memorable events and we expect the special programme and the special venue to create one of the stand out moments of our year – and a wonderful taster for our 2017 Festival.”

Bacardi – Cameron Mack, Senior CDE, Scotland, said:

“We at Bacardi were so excited to provide the brands and drinks for the Hidden Door Festival this year. It’s such an innovative concept in an iconic venue this year at The Old Leith Theatre, so we were thrilled to be a part of it. The support for local performers and community feel around the entire festival was phenomenal and a big part of the ethos we have with our customers! Couldn’t be happier with how it all went this year - roll on 2018!”

Irvine Welsh, Leith-born author and patron of the Leith Theatre Trust said:

“It’s terrific to see a pop-up counter culture event like Hidden Door collaborating with Leith Theatre to open up the whole of the building, not just the main auditorium but also all the corridors and dressing rooms, bars and secret nooks that make it such a charming and exciting place. Hidden Door gives audiences the chance to glimpse what the future of the theatre could be and show others how versatile and interesting it can be in the meantime through its programme and use of space. I’m excited to see a like-minded organisation coming together with us and bringing Leith Theatre a new life.”

a Few words FROM our2017 PARTNERS, SPONSORS & SUPPORTERS

a few words FROM our2017 PARTNERS, SPONSORS & SUPPORTERS

Thank you for taking the time to learn about Hidden Door 2018

For further information or if you would like to discuss our partnership and sponsorship opportunities in more detail, please contact Sara Sutherland on:

t: 07900 046666, e: sara@hiddendoorblog.org

www.hiddendoorblog.org