The recently-published independent evaluation report on Culture24′s festival Museums at Night 2012 reveals that it was a terrific success – particularly when considered in the context of the current economic background and the many challenges affecting the arts and heritage sector.
Top line statistics
In 2011, 352 venues ran 467 events as part of the festival, but this year 416 venues participated by staging 537 creative events. The number of visits to Museums at Night events rose from 105,000 to 120,000: 43,000 visitors were new to the venue they went to, while 5,000 had never been to an arts or heritage venue before.
The PR campaign, shining a positive spotlight onto participating museums and galleries, was a runaway success. Media coverage of the 2011 campaign was valued at £1.1 million, but in 2012 over 2,000 pages of cuttings and a Sky Arts documentary about the festival led to coverage worth over £3.4 million. Culture24′s partnership with the BBC was also a key contributor, as the value of each Museums at Night activity fed through to the BBC websites was approximately £32,000.
Get your free copy of the evaluation
Download the Executive Summary (3 page PDF, 414 KB)
Download the full Evaluation (22 page PDF, 3.8 MB)
Museums at Night 2013
All arts and heritage venues are warmly invited to take part in Museums at Night 2013: Project Manager Nick Stockman and myself look forward to working with you in future!
Following feedback from hundreds of venues, we have shifted the dates of the festival for next year – it will now run from Thursday 16 – Saturday 18 May 2013.
To receive monthly newsletters from the Museums at Night team, letting you know about new festival partnerships and promotional opportunities your organisation can take advantage of, please sign up here.
Nick and I would like to thank all the organisations, staff and volunteers who made Museums at Night a success by programming exciting events and by contributing feedback and data to the evaluation. We’d like to thank the festival funders, sponsors and partners, our campaign ambassador Lauren Laverne, our independent evaluator Cath Hume of Cultural Consultancy, and our hard-working campaign interns Beth Hogben and Rosie Gore.
Rosie Clarke, Campaigns Officer