LIMERICK CITY OF CULTURE NYE 2013

Client: Limerick City of Culture 
Project: NYE 2013
AUDIENCE: 25,000

BACKGROUND

In October 2013, CWB, in partnership with Davis Events, were awarded the contract to produce the opening series of events for Limerick’s City of Culture year. Taking place on New Year’s Eve 2013 in Limerick city centre with a torch-lit pageant; a choreographed fireworks display set to music (presented between two central bridges); and a televised concert in the shadow of St Mary’s Cathedral.

METHODOLOGY

CWB dealt with the licensing, production, community liaison, booking, staging and marketing of the events. Large audience numbers dictated that a license was required. Eamonn O’Boyle & Associates were retained by CWB to manage this process successfully.

Consultation with the LNCC CEO and Creative Director resulted in a finely balanced programme of accessible and exciting events that would grab national and international headlines at the beginning of Limerick’s biggest year.

Local and National media partnerships were established and the events were launched in mid-November to huge acclaim with early bird tickets for the concert selling out within days.

Pageant workshops with local theatre and children’s groups began in earnest in early December and a carefully weighted marketing plan rolled out nationally. An event of this scale was unprecedented in Limerick city; a continuous programme of consultation and communication with all the stakeholders was carefully managed and the event license was granted by Limerick City Council in mid-December.

CHALLENGES

Staging a major event for the first time meant managing audience expectations in finding the right balance between effective marketing with being able to deliver on the promise. Excellent communication channels were required to let the public know about weather-enforced changes, especially in the case of the Procession of Light, which was targeted towards families.

Balancing the needs of the client, the attendees, licensing authorities, and the national broadcaster required flexibility and adaptability throughout the management process.

CONCLUSIONS

This was a landmark event for Limerick and delivered world headlines in the media due to the unique musical line up and the massive feel-good factor for all involved in the Procession of Light. It proved that with appropriate planning and event management, the city could host large-scale, late-night public events without any major trouble or disruption.