Saint Luke’s Whisky FestivAL
Saint Luke’s and The Winged Ox is a cult Glasgow live music and events venue housed within a stunning historic church building.
The Challenge
This project explored opportunities for a new recurring in-house event to be organised and hosted at Saint Luke’s.
I researched and pitched a proposal for a seasonal Saint Luke’s Whisky Festival, and researched engaging ways to attract and maintain a prevalent whisky enthusiast audience while remaining true to the venue’s indie ethos and cultural identity by centring independent whisky bottlers.
The strategy
I developed a niche and competitive event concept celebrating independent whisky bottlers, tapping into growing interest in independent whisky culture while aligning with the venue’s private hire objectives by creating a warm market among affluent audiences interested in Scottish heritage venues.
execution
Consumer audience and independent whisky culture research
Competitive analysis of Glasgow’s event landscape
Event concept development and operational planning
Integrated marketing and ticket sales plan including projected profit analysis and additional revenue-boosting ideas
Creative communications direction, ensuring cohesion with previous visuals
Outcome
I defined a highly differentiated event concept closely aligned with venue identity, while pushing the boat out on a new and profitable repeatable venture. I identified a niche, high-value audience segment opportunities and how to capture them via highly targeted communications and developed a cohesive marketing execution framework. Additionally, I highlighted areas of strategic lead generation for the business’ broader objectives, with affluent whisky enthusiasts a warm market for historical venue private hire.
The venue has gone on to host a whisky event following consultation with me on the concept.