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

2. London in England

3. Greater London

4. The City of London

5. City of London Developed in Roman times City = Commerce

6. City of London is governed by the Corporation of London

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

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

9. Development of the Festival Initially every second year Then annually

10. Unique features Venues Culture of change against the historical background

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

12. Other London festivals Local Artform specific Arts centre celebrations

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

14. Growth in festivals’ demands Distinctiveness Relevance Communication

15. Addressed through: Programming Marketing

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

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

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

19. Individual events Fishmongers’ Hall Fish songs Sir Thomas Allen

20. Outdoor Programme Street Theatre Dance Commuter Jazz

21. Multi-media installation: Cityscapes

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

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

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

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

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

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

28. Requirements Value for money Quality and ideas Service

29. Approach Listen Present ideas Build confidence

30. Thank you for listening