WE PRODUCED A 6-DAY SOLD OUT INNOVATION CONFERENCE
"Not only have you used your expertise to create and lead world-class campaigns and social movements, but you have engaged the whole community in the process. You are an inspiration. Your creativity, imagination and innovation, and the ways you have chosen to use these talents speaks to your continued success." –C.A. Dutch Ruppersberger, 2nd District, Maryland, Member of Congress
Light City, a week-long, citywide festival of light and music, was the largest annual event in Baltimore’s history. The first year production featured Light City U, a six-day sold-out innovation conference.
Light City U was an innovation conference series that aimed to be a catalyst for change in Baltimore by bringing together business innovators, thought-leaders and change-makers to explore the latest technologies and creative practices to become a more responsible and equitable society. The goal was to bring together unique perspectives, diverse audiences, and unexpected experiences to help better position Baltimore as a global hub of innovation.
Light City and Light City U were projects developed initially by Brooke Hall Allen and Justin Allen of What Works Studio. After partnering with the City, we secured Baltimore Gas and Electric Company as the lead sponsor in celebration of BGE’s 200th Anniversary.
The first festival and conference production in 2016 took place over 7 nights and featured 29 large-scale light art installations, over 100 concerts and performances, and 6 days of sold-out innovation conferences.
The 2016 production attracted over 400,000 attendees. According to reports, the first year’s economic impact was $33.8 Million (ROI of 956%).
Light City added $111.6 Million to the Maryland economy and drew over 1.3 Million festival and conference attendees over the 2016, 2017, and 2018 productions.
Outcomes
Conceptualized and helped launched Baltimore’s largest annual event, Light City
Conceptualized and produced Light City U, a 6 day innovation conference series
Year 1 of the festival consisted of 29 light art installations, over 100 music concerts and performances, and 6 days of innovation conferences
Year 1 attracted over 400,000 festival and conference attendees
Year 1 garnered over 2.9 Billion earned media impressions
Year 1 had an economic impact of $33.8 Million (a ROI of 956%)
$111.6 Million in economic impact over three productions (2016, 2017, and 2018)
Over 1.3 Million attendees over three productions (2016, 2017, and 2018)
Inspired and mobilized a multi-stakeholder collaboration that included city agencies, corporate sponsors, multiple committees, Chairman’s Council, artists, innovators, foundations, volunteers, vendors, and a production team of over 500 people
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"It’s impossible, until it’s not. I have never seen, anywhere, a transformation of vision into reality that was such a stretch. And so fast. You two did it! And perhaps never, has our town needed what you have made real, more."
-Gary Vikan, Director, The Walters Art Museum
"Genius in concept and flawless in execution."
– Elizabeth J. Himelfarb Hurwitz, Global Health Strategist
"Not only have you used your expertise to create and lead world-class campaigns and social movements, but you have engaged the whole community in the process. You are an inspiration. Your creativity, imagination and innovation, and the ways you have chosen to use these talents speaks to your continued success."
–C.A. Dutch Ruppersberger, 2nd District, Maryland, Member of Congress
"Congrats to @lightcityu paving the way! Proud for @VFABaltimore to be part of your work!"
-Andrew Yang, 2020 Presidential Candidate
"Thank you Brooke and Justin for your vision of a transformative event with #lightcity - I agree we can shape the evolution of our city."
-Stephanie Rawlings-Blake, Former Mayor, City of Baltimore
"Brooke and Justin pulled this Light City off in less than 13 months / true champions for Baltimore city."
-Stephanie Rawlings-Blake, Former Mayor, City of Baltimore
"I am so impressed by all you have accomplished. Thank you for doing what you're doing - and keep up the good work!"
-Brooke Lierman, Maryland House of Delegates, Legislative District 46
“Brooke & Justin not only "Light Up" Baltimore, they Light Up everyone in their warm circle of friends. Leadership involves genuine caring relationships, the chemistry that causes others to follow. Brooke & Justin are leaders not just because they are bright and visionary. They are leaders because their concern is always about the welfare of others.”
-Mike Galiazzo, President, Regional Manufacturing Institute of Maryland
"You are making a difference, not just at What Works Studio, but also out in the community. Thank you for making our community a better place in which to live and work."
-Kevin J. Manning, President, Stevenson University
"Light City Baltimore has unlocked forward thinking ideas and tools to positively impact and grow healthy and sustainable communities in a way that we’ve never experienced before."
-Stephanie Rawlings-Blake, Former Mayor of Baltimore City
“Don't know many other people who manifest dreams like you and Justin!"
-Diana Gross, Director of Learning and Innovation, Johns Hopkins University
"Astonishing vision."
-Mary Duston Lidinsky, Baltimore City Resident
"Allen and Hall deserve the Key to the City! Total heroes in Baltimore. Light City was a wonderful event with great potential for the future. Two artists brought more joy (and probably more money) into the city than the Grand Prix debacle that cost millions in upfront investment."
-Charm City Momma, The Baltimore Sun
"I deeply appreciate and applaud the efforts of the Light City team to positively raise the profile of our city. I personally appreciate the profound commitment the two of you have made."
-Jack Elsby, President, Brass Elephant and Baltimore City Resident
"Just wanted to send over a lot of love and encouragement. Light City's news shone all the way to London, here in my adopted city to make me smile, and say HOORAY, FINALLY some brilliant Baltimore sunshine."
-Rick Armiger, Vice President, Morgan Stanley
"Baltimore will forever be changed because you had vision and dedication."
- Mike Galiazzo, President, Regional Manufacturing Institute of Maryland
"You and Justin gave an extraordinary gift to our city and I was just happy to be part of the moment in time."
-Sarah Hemminger, Cofounder and CEO of Thread, Inc.
"You are amazing. I am so proud of what you and Justin have done and continue to do for our great City."
-Jennifer Meyer, Managing Director, Data Science & Engineering at StepStone Group
"Thank you for being the genesis of Light City. This event will change Baltimore forever."
-Kimberly Warren and John Cammack, Baltimore City Residents
“The enthusiasm of Brooke Hall, founder of Light City, is infectious."
-Charu Suri, Travel Pulse
“If you are from Baltimore, this next paragraph can only be about Brooke Hall and Justin Allen, founders of Light City Baltimore. What a debt we owe these two. We should parade them through town and give them the keys to this city, for they are just two regular people who have reminded us that in Baltimore this is what two people can do. This is citizenship at its finest. Two people believed in an idea that could better their city. They badgered everyone they could to make it happen. They are Baltimore’s best.”
-Jen Ronald, The Baltimore Sun
"Light City U’s Creative Innovation Conference [which was developed, programmed and hosted by Brooke Hall and Justin Allen was] one of the best conferences I’ve ever attended (and I’ve attended a LOT of conferences).”
-M. Kendall Ludwig, CEO, Curly Red
"I appreciated their vision, their passion, and the overall concept of bringing the community together.”
-Calvin Butler, CEO of BGE
"You have done important and such inspiring work."
–Dr. Leana Wen, Physician, Healthcare Executive
"You’re talking about two people who had an idea before its time."
-John Cammack, Managing Partner of Cammack Associates LLC
“Hall and Allen can never be accused of thinking small... They traffic in big ideas."
-Baltimore Magazine
"Both Mr. Trash Wheel and Light City are two of the greatest stories to come out of Baltimore in recent years and neither would have been possible without What Works."
-Adam Lindquist, Waterfront Partnership of Baltimore
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52 Places to Go in 2018 by Nora Walsh, The New York Times: 1/10/2018
Cover Story Building a Movement: How the creative minds behind Light City and Mr. Trash Wheel are helping Baltimore shine brighter by By Alyssa Hurst and Tina Irgang for SmartCEO Magazine: 9/1/2016
Best of Baltimore 2016: Light City by Max Weiss for Baltimore Magazine: 8/22/2016
The Promise of Light City [VIDEO] by Alyssa Hurst for Smart CEO Magazine: 8/8/2016
Light City Baltimore Looking To Go Bigger And Brighter Next Year by George Solis for CBS Baltimore: 7/24/2016
Light City Baltimore adds $33.8 million to economy, study finds by Brittany Britto for The Baltimore Sun: 5/18/2016
Lighting Up Baltimore: How Light City Provided a Much-Needed Boost for the Inner Harbor and Beyond by Alyssa Hurst for SmartCEO Magazine: 5/1/2016
Nearly 400,000 come for Light City Baltimore by Andrea K. McDaniels for The Baltimore Sun: 4/4/2016
Light City U Conference Wrap-Up: Weeklong sessions highlight social, tech, and creative innovation by Jess Mayhugh for Baltimore Magazine: 4/2/2016
Celebrating Our Innovation and Creativity by Mayor Stephanie Rawlings-Blake for the Rawlings-Blake Review: 4/2/2016
3 Brilliant Pieces From America’s First Major Light Art Festival by Meg Miller for Fast Company: 4/1/2016
Light city love letter by Jen Ronald for The Baltimore Sun: 3/31/2016
Light City Baltimore festival kicks off Monday by Morning Producer for Fox45 News: 3/28/2016
Meet the Married Couple behind Light City Baltimore by Brittany Britto for The Baltimore Sun: 3/25/2016
Light City Festival Illuminating Baltimore by Charu Suri for Travel Pulse: 3/22/2016
Light City festival: High risk, with potential for high reward by Anamika Roy for The Daily Record: 3/18/2016
Roughly Speaking podcast: What to expect from the inaugural Light City Baltimore festival (episode 65) by Dan Rodricks for The Baltimore Sun: 3/1/2016
Let There Be Light: A New Arts, Music and Ideas Festival Highlights the Brighter Side of Baltimore by Matt McCue for Arrive Magazine: 3/1/2016
Light City Baltimore festival aims to change the city’s brand by Natalie Sherman for The Baltimore Sun: 2/26/2015
Light City: An Innovative new festival launches in Baltimore’s Inner Harbor by Tony Rehagen for Southwest Magazine: 2/25/2016
Labor of Love: These couples play and work together by Gabriella Souza for Baltimore Magazine 2/1/2016
Here’s the plan for Light City’s innovation track: Light City U will feature a series of two-day conferences by Stephen Babcock for Technical.ly Baltimore: 2/3/2016
Meet the couple who dreamed up Light City Baltimore by Sarah Gantz for Baltimore Business Journal: 2/2/2016
DJ Jazzy Jeff, Thomas Dolby among headliners set for inaugural Light City Baltimore festival by Chris Kaltenbach for The Baltimore Sun 2/2/2016
Lights in Baltimore by Elaine Glusac for The New York Times: 1/29/2016
16 great places to go in the United States in 2016 by Marnie Hunter and Katia Hetter for CNN: 1/8/2016
Light City Q&A: Festival to bring light, art, music, and innovation to Baltimore in 2016 by Gabriella Souza for Baltimore Magazine: 6/8/2015
Light City Baltimore, a festival of innovation, set for March 2016 debut by Kevin Litten for Baltimore Business Journal: 2/26/2015
Light City Baltimore festival aims to change the city’s brand by Natalie Sherman for The Baltimore Sun: 2/26/2015
Light City says Baltimore’s brand needs a makeover. Can a three-pronged mega-festival do the trick? by Stephen Babcock for Technical.ly Baltimore: 3/12/2015
With Grand Prix gone, Baltimore in search of large-scale events for city by Sarah Blumberg for ABC2 NEWS: 7/15/2014
Producing the Light City U Conferences
In 2016, we designed, produced, and marketed four innovation conferences, which featured over 140 thought leaders and explored innovations in four key areas: Social Justice, Sustainability, Healthcare, and Creative Industries.
The driving question behind The Light City U series of Innovation Conferences was: What are the latest innovations that can help us build a more responsible and equitable society? And we secured national and local thought-leaders to speak at the conferences to explore that question.
For the conferences, we developed the marketing strategy and implemented an integrated marketing campaign to sell tickets to four distinct two-day conferences, which included digital advertising, social advertising, PR, radio, email marketing, and print. We also developed and enacted a successful direct sales plan for bulk ticket sales. Our sales and marketing efforts resulted in six days of sold-out conferences that produced significant revenue for the 2016 festival.
The Creative Innovation Conference was sponsored by Brown Advisory and hosted by Brooke Hall and Justin Allen at City Garage, a premier venue in Port Covington. The 2-day conference featured luminaries and innovators such as Steve Case, Amy Webb, Jad Abumrad, Debbie Millman, Reshma Saujani, Deric Emry, Thomas Dolby, Richelle Parham, Alex Rinsler, Sarah Hemminger, street artist Gaia, and others. The Creative Innovation Conference speakers explored how emerging creative practices and outside-of-the-box thinking will shape our world. The speakers shared ideas and inspiration to create meaningful change and design our future.
The Health Innovation Conference was sponsored by Kaiser Permanente. The conference dove deep into emerging technologies and innovative practices that have the potential to affect the quality of life and health outcomes for people around the globe. Featured speakers included Dr. Vivenne Ming, Dr. Leana Wen, Amita Shukla and many others.
The Sustainability Innovation Conference was sponsored by BGE and featured Ray Lewis, Calvin Butler, James Bond, Robert Wallace, Adam Lindquist, John Kellet, Aric Wanveer, Nick Buettner, William C. Baker, Kelly Keenan Trumpour, Mike Gill, and Jeff Cherry. The impetus behind this conference was to change how we think about energy, ecology, and economics while providing a glimpse into what to expect from a world that demands we find a more sustainable path to the future.
The Social Innovation Conference was hosted at the IMET Columbus Center and featured speakers such as Andrew Yang, Wes Moore, Aaron Hurst, Robert Egger, Rodney Foxworth, Joe Jones, John Cammack, Fagan Harris, Thibault Manekin, Dr. Freeman Hrabowski, Asha Curran, Sonja Sohn, Brooke Hall Allen, Chris Jeffrey, Chris Wilson, D. Watkins, Marin Alsop, Sammy Hoi, Kwame Kwel-Armah, and more. The Social Innovation Conference brought together leaders in social enterprise, education, social justice, philanthropy, and policy to explore real-world solutions to problems faced by societies throughout the world.
Photos credits: Dan Bailey, Philip Laubner, Theresa Keil, Larry Cohen, The Baltimore Sun, Scotty Chop, Isaiah Winters, Mike Oswald, Ted Eytan, and Greg Ketterman.