Kathryn McDowell City of London Festival Director Greetings from the City of London

London in England

Greater London

The City of London

City of London Developed in Roman times City = Commerce

City of London is governed by the Corporation of London

250,000 people work in the City 5,000 live in the City of London 7 million people live in Greater London

Festival founded in 1962 to: To increase the profile of the City Benefit City workers Raise awareness of arts and culture

Development of the Festival Initially every second year Then annually

Unique features Venues Culture of change against the historical background

Unique selling points Matching artistic programmes to venues Reflecting change and development in the arts:new artistic work against the backdrop of the old

Other London festivals Local Artform specific Arts centre celebrations

Growth of festivals in the UK In many cultures: Festival = Celebration

Growth in festivals’ demands Distinctiveness Relevance Communication

Addressed through: Programming Marketing

Artistic programming Content - what? Venue - where? Approach - how?

Angel series 12 music programmes 12 poems 12 paintings 12 Wren churches 12 BBC broadcasts

Angel education programme Angel artist Wren church studio Projections onto St. Paul’s Cathedral

Individual events Fishmongers’ Hall Fish songs Sir Thomas Allen

Outdoor Programme Street Theatre Dance Commuter Jazz

Multi-media installation: Cityscapes

Marketing Brand reflects programme Festive atmosphere Know the audience Plan to reach new audience Use media partnerships

Results Existing audience small New audience found Media campaign strong Press comment good Festive atmosphere created Allocate more to each programme strand

Funding Corporation recognise the benefit of investment the arts City expects value for money

Economic and social impact: Sponsors’ feedback: Client entertainment Branding and visibility Giving back Supporting local regeneration

Funding challenges Finding Keeping Challenging Festival funding = Corporation and business sector

Turnover = £900,000 (NT$48m) One third corporation One third business One third earned

Requirements Value for money Quality and ideas Service

Approach Listen Present ideas Build confidence

Thank you for listening