The Future of the Music Hall...is in your Gift!

Music Hall Corporate Sponsorship:

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The Future of the Music Hall...is in your Gift!

Music Hall Corporate Sponsorship:

T H E 1 8 2 2 C L U B

CONTENTS

Join our Club and Make a Difference ...........................5

Music Hall Transformation Outcomes .........................6

Music Hall Transformation Facts & Figures ...............9

The 1822 Club – what’s in it for you? .......................... 10

Our Audience & Marketing Reach .................................. 11

Sponsorship Levels ...........................................................12

Sponsorship Benefits ...................................................... 13

Aberdeen Performing Arts ............................................ 14

Our Supporters .................................................................. 15

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“Nowhere is there a hall which has perfect acoustics such as this... This is a beautiful place...built in which to make music.”

Sir John Barbirolli

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“ Aberdeen is home. The Music Hall my first stage. It’s where life-changing adventures begin.”

Emeli Sandé

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“The Music Hall has a wonderful heritage and history that I’m

proud to have been part of, but that is surpassed by the

excitement I feel over the potential this redevelopment

provides for artist and audiences of the future.”

Dame Evelyn Glennie

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Join our Club andMake a Difference

Aberdeen’s Music Hall is Scotland’s music destination in the North-east – a Category A listed national treasure on

Union Street, originally conceived in 1822 as the County Assembly Rooms and later extended to accommodate

a Music Hall designed by the architect James Matthews.

It has been at the heart of cultural and civic life in Aberdeen and the North-east for almost 200 years. Having

hosted thousands of events and millions of visitors through time, this beloved building now requires significant

investment to secure its future.

In collaboration and consultation with our partners and stakeholders – our local authority, business community,

heritage and cultural organisations, city universities, third sector, audiences and visitors – Aberdeen Performing

Arts developed a vision to transform the Music Hall, preserving its heritage and ensuring its relevance for

generations to come.

This is a nationally significant, visionary project, creating new opportunities for a new generation.

We have secured more than 75% of the funding required to complete the project and realise our ambitions for

the future of the Music Hall.

Can you help us close the funding gap and achieve our goals?

Become a member of the 1822 Club to support the Music Hall Transformation and help achieve our vision to be

a vibrant, cultural hub at the heart of city life – help us make a difference.

Your gift of corporate sponsorship will help us to restore, renovate and re-imagine the Music Hall for the next

generation of artists and audiences.

Sponsorship packages range from £1,000 to £15,000.

Read on for more detail about the outcomes we seek from the Music Hall Transformation, together with the

1822 Club options available to our supporters.

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Music Hall Transformation OutcomesA flagship city centre regeneration project helping to breathe new life into Union Street and diversify and

help future proof the economy

• Bringing visitors to the city as a cultural tourism destination

• Increasing footfall in the city centre

• Building the evening and weekend economy

• Bringing multiplier business benefits - to hotels, taxis, restaurants and bars

… for the young, for the whole community

• A significantly expanded and more diverse arts and music education programme in our new Creative

Learning and Studio spaces

• An essential, inspirational new home for youth arts hub activity in the North-east

• An expanded talent development programme for aspiring young musicians and performers in the North-east

• A new, community-focussed, associate artist programme inviting artists to be in residence at the Music Hall

annually, engaging local communities in the arts

• Expanded schools and early years provision – more projects, classes, activities, tours and talks

• Transformed public access and way finding, with ramps and lifts making the Music Hall fully and autonomously

accessible through the front entrance and to upper levels

…for cultural leadership, for existing and new audiences

• A reinvigorated music programme in the auditorium and new, more intimate performance opportunities in

our new Studio

• More work created and produced by artists in the North-east and an expanded role for APA as a producer,

co-producer and commissioner of new work

• Upgrading and conserving the main auditorium; creating more staging flexibility

…for heritage preservation

• A programme of essential upgrades, equipment replacement and fabric repairs; improving environmental

sustainability

• A digital archive for educational purposes and to encourage tourists and other visitors

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Music Hall Transformation Facts & Figures

… 5,000+ people engaged in Music Hall Stepping Out arts events and activities during closure across the city and shire including in areas of multiple deprivation

… 10,000+ new heritage visitors - a new strand of visitor linked to our new heritage interpretation plan for the Music Hall to encourage people to visit the Music Hall for its merit as a national treasure and heritage asset

…50 new volunteers and ambassadors

… creative learning music participations by 100% to 20,000

… total visitors to the Music Hall by 30% from 300,000 to 390,000

…ticket sales by 25% from 120,000 to 150,000

… auditorium concerts by 15% and 55 new shows in the new studio

…box office turnover by £500,000

INCREASING…

DELIVERING…

POST RE-OPENING, IN FIRST FULL YEAR OF OPERATION

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- what’s in it for you?

Joining our 1822 Club means that you are associating your organisation and brand with the

transformation of Aberdeen’s iconic Music Hall.

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It means you are getting behind APA’s ambitious plans to deliver a unique cultural offering for the North-

east and creative learning opportunities to increase life skills for local young people, through the arts.

Lending your support will generate the following benefits:

• Enhanced corporate profile and branding visibility

• Media coverage and positive PR in support of your Corporate Social

Responsibility programme

• Exposure to well-segmented audiences to raise awareness and

generate new business opportunities

• Opportunities to entertain, host, network with clients and other

stakeholders in a unique venue

• Staff benefits, volunteering and engagement

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Our Audience & Marketing Reach

Aberdeen Performing Arts has a broad catchment across a range of audiences. Our catchment area in

Aberdeen city and the shire alone is 500,000, which extends to a total of 1,000,000 within an hour and a half’s

drive of the city.

We have a particularly strong reach into established and thriving family households both in Aberdeen and

in well-off rural areas and towns around the city. Key geographies include the affluent postcodes of North

Deeside, Mannofield, Kingswells, Dyce and Bridge of Don.

87% of attenders are from an AB postcode and 80% of

customers are returners.

Average annual ticket sales across APA venues are in

excess of 400,000.

More than 1 million customer interactions annually.

We print 89,000 brochures every year, for distribution at

our venues and a wide variety of other locations across the City

and Shire – as well as for posting direct to subscribers.

Our website attracts significant traffic, with average monthly

statistics as follows:

Individual visitors – 51,000Page views – 369,000

Sessions – 95,000

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Sponsorship Levels

We have defined six different sponsorship levels for the 1822 Club, each taking its name from a person

associated with the Music Hall:

SIMPSON SUPPORTER

Archibald Simpson was architect of the County Assembly Rooms. Entering the design competition under an

assumed name, he won first prize and 50 guineas.

MATTHEWS SUPPORTER

James Matthews designed the plans for the addition of the grand Concert Hall. He trained with Archibald

Simpson, the architect of the original Assembly Rooms.

WILLIS SUPPORTER

Henry Willis & Co was the premier organ builder in mid-century Britain, supplying organs to the Royal Albert

Hall and St Paul’s Cathedral. The Music Hall’s Henry Willis organ was played for the first time by Henry Willis

himself in October 1859.

MARY GARDEN SUPPORTER

Mary Garden - one of the great singing stars of the early 20th century was born in Aberdeen in 1874. She

emigrated with her parents to America when she was 9 years old – and, while there, never forgot that “we were

Scotch through and through”. She returned to Aberdeen in retirement, where she remained a prominent and

indeed exotic figure.

STRACHAN SUPPORTER

The walls of the Music Hall play host to a series of murals by Aberdeen-born artist Robert Douglas Strachan.

Strachan began work on the Orpheus themed murals in 1899 and continued for eight to ten years. They are the

only surviving examples of the artist’s early decorative work.

PRINCE ALBERT SUPPORTER

In 1859 the Music Hall was prepared for the royal arrival of Prince Albert, Prince Consort. He came down from

Balmoral to preside over the annual meeting of the British Association for the Advancement of Science.

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Sponsorship Benefits

SPONSORSHIP LEVEL

Amount

Number available

Hardhat tour led by architect - as renovation works draw to completion, be among the first members of the public to step inside the Music Hall and see its transformation.

Invitations to Grand Music Hall Re-opening Gala Concert & Reception plus commemorative programme

Complimentary tickets to Music Hall concerts during 12 months post-relaunch

Complimentary tickets to Music Hall Stepping Out programme concerts during 2018

Complimentary lets of new Music Hall Performance Studio or Round Room or Creative Learning Studio

Personalised seat sponsorship - name of your choice on a plaque on a new seat in the auditorium for the lifetime of the seat

Logo recognition on specially commissioned Music Hall donor wall - guaranteed for 20 years

Logo recognition on rolling digital display inside Music Hall foyer

Logo recognition in Gala Concert commemorative programme

Logo recognition in dedicated Music Hall section of APA brochure (issued April, July, November - distribution 30,000+)

Logo recognition (with link to your site) on the APA website (125,000 hits monthly)

Regular “behind the scenes” updates on the transformation

£15,000 £11,500 £8,000 £5,000 £3,000 £1,000

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Please note complimentary tickets are subject to promoter restrictions. Sponsorship amounts are exclusive of VAT.

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Aberdeen Performing Arts

Aberdeen Performing Arts (APA) is the award-winning charitable trust established in 2004 to run three of

Aberdeen’s iconic arts venues - the Music Hall, His Majesty’s Theatre and The Lemon Tree. We are governed by

a Board of 12 Trustees and led by a Chief Executive Officer. Our venues are owned by Aberdeen City Council and

managed by APA by means of a service level agreement and a 35 year lease.

Our vision is to be a vibrant cultural hub at the heart of city life, inspiring, exploring and engaging through

live performance and creative projects. Our charitable aims are about the power of the arts to bring about

positive change and unlock potential. We believe that participating in the arts can improve life chances and

broaden horizons. We work with schools, community, business and third sector partners to build collaborative

and imaginative creative partnerships.

Our programme spans theatre, music and dance at large, mid and small scale. Every year we work with over

400 companies and artists, stage more than 800 shows, welcome audiences of more than 450,000 and achieve

10,000 creative learning engagements. We nurture emerging talent in the performing arts and are helping to

build a professional infrastructure for the arts in the North-east.

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Our SupportersThanks to our supporters, ambassadors, funders and investors who share our vision.

Prime sponsorMedia sponsors

For more information, please contact:

Debbie Mackenzie, Corporate Sponsor & Donor Campaign Manager, Aberdeen Performing Arts

T 01224 337648 M 07825 231955 E debbie.mackenzie@aberdeenperformingarts.com

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