WE CONCEPTUALIZED AND HELPED LAUNCH AMERICA’S FIRST INTERNATIONAL LIGHT FESTIVAL.
”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, Mayor of Baltimore City, 2016
Light City, a week-long, citywide festival of light, music, and innovation was the largest annual event in Baltimore’s history. Light City, and its accompanying conference, Light City U, was a project 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.
Light City added $111.6 Million to the Maryland economy and drew over 1.3 Million festival attendees during the 2016, 2017, and 2018 productions.
The first festival 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 at Light City U. The festival attracted over 400,000 attendees. According to reports, the first year’s economic impact was $33.8 Million (ROI of 956%).
In 2017, Light City was expanded to 9 nights and 8 neighborhoods, drew an estimated 470,000 people, and earned 1.09 Billion media impressions with an economic impact of $44.3 Million (ROI of 1,097%).
In 2018, Light City expanded to 3 weekends and 14 neighborhoods, with 442,500 attendees, 1.6 Billion media impressions, and $33.5 Million in economic impact (ROI of 737.5%).
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Outcomes
Conceptualized and helped launched Baltimore’s largest annual event
Conceptualized and produced Light City U, a 6 day innovation conference
Helped Lead Sponsor BGE celebrate their 200th Anniversary
$111.6 Million in economic impact
Over 2.9 Billion earned media impressions
Over 1.3 Million attendees over three productions
Mobilized and led 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
Revenue for the city’s event agency increased 51% as a result of partnering with us on Light City
The City’s event agency received the largest single gift in their 30-year history to fund Light City
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 attendees
Year 1 had an economic impact of $33.8 Million (a ROI of 956%)
Sold out 6 days of innovation conferences
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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
More photos and videos below.
How It Started
The Light City concept was developed and honed by Justin and Brooke, inspired by their own powerful, first-hand experiences of one-of-a-kind, truly breathtaking events.
While brainstorming on a road trip in August of 2013, our interest in igniting Baltimore’s potential mixed with inspiration from other international light festivals formed the foundation for a new festival in Baltimore. Before arriving home, the festival was named, website domains were purchased, the vision was clear, and the momentum was building.
We were interested in creating a catalyst and designing an event that would help Baltimore unlock untapped potential and become more prosperous.
We wanted to build a festival that would capture the attention of the world.
It needed to have a substantial annual economic impact. It needed to help introduce the world to our local artists and creators. It needed to have the backing of everyone in the city. It needed to be beautiful.
In August 2013, we officially launched Light City LLC - and immediately started a grassroots campaign to garner support, raise money, and build a team.
Looking for a Solution
We wanted the world to see Baltimore the way we saw it - as a hub of innovation and an artist hotspot.
Baltimore is often known more for its challenges rather than its potential. While the city faces significant obstacles, it also has developed remarkable momentum moving towards a brighter future.
In order to attract new residents, businesses, and other resources critical to the future success of the city, it’s necessary to expand the prevailing narrative of Baltimore to include more of the positive things happening.
Building the Framework and Getting Buy-In
The original Light City concept had three main components: Light, Music and Innovation. Light art draws large crowds together to have an unforgettable shared experience. Music - because no celebration is complete without it. The innovation conferences were designed to attract thought leaders, entrepreneurs, and business travelers from around the world to create meaningful connections within the city.
The first critical component to moving Light City forward was to carefully craft value propositions and presentations for every stakeholder that we approached for support. We assembled a team of advisors who provided access to their networks and feedback on messaging. We refined our pitch over time and presented our idea in board rooms, backyards, and radio stations. The initial messaging for Light City won us early earned media, grants, and an innovation award as well as buy-in from all necessary players.
Igniting a Movement
Prior to joining forces with The City, we performed market research and developed an event plan, festival model, and budget with a clear path for ROI. After a successful round of fundraising and receiving an innovation award, we hired a world-renowned light festival expert and Director of Vivid Sydney, Ignatius Jones, to consult with us. Together we developed a feasibility study, excited the public as to the potential of the festival, and pitched potential partners, including BGE. Phase I of the Light City initiative culminated with a VIP reception at the Four Seasons in March 2014 to energize city stakeholders and develop momentum to help secure sponsorships. During this time, we facilitated over 65 meetings with city leaders, potential sponsors, and artists.
The goal was to bring everyone to the table together and communicate the vision clearly.
In December 2014, we partnered with the City and secured Baltimore Gas and Electric Company as the lead sponsor in celebration of BGE’s 200th Anniversary.
Then we enrolled more sponsors, steering committee members, including the co-chairs, fundraisers, the conference logistics team, artists, and other key partners.
What Works Studio’s staff was brought on to support the work. Brooke and Justin continued to raise money, act as spokespeople, manage marketing activities, lead the production of the innovation conferences, and lead the Innovation Steering Committee.
The 7-day citywide festival and conference launched in March 2016.
Building a Festival
What Works Studio crafted early event design plans, promotional materials, sponsorship proposals, presentations, and videos to help recruit additional volunteers to the team and secure funding.
What Works Studio provided creative direction and identified light artists. We developed the festival brand identity, logo, style guide, and marketing assets for Light City. We developed the first two Light City websites and designed the Light City mobile app. We launched and managed the Light City social media accounts.
We pitched new potentials sponsors, presented at community sessions and Board meetings, were responsible for many aspects of sponsorship fulfillment, and were responsible for identifying, vetting, and managing the conference logistics team.
Producing the 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, Health, and Creative Industries.
We secured national thought-leaders to speak at the conferences such as Ray Lewis, Andrew Yang, Steve Case, Debbie Millman, Amy Webb, Jad Abumrad, Thomas Dolby, Dr. Freeman Hrabowski, Reshma Saujani, and many others.
For the conferences, we developed the marketing strategy and implemented a social media advertising campaign to sell tickets to four distinct two-day conferences. 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.
Transforming the City with Light
With the help of a team that grew to an estimated 500 people, the festival succeeded in becoming a citywide collaboration and a significant tool for economic development, civic engagement, and tourism. During the successful production of Year 1, Baltimore’s events agency saw their revenue increase by 51%. Brooke and Justin sold their Light City intellectual property rights in 2017. The festival was a spectacular declaration of Baltimore’s potential, and we were impressed by what the community was able to build together.
Photos credits: Dan Bailey, Philip Laubner, Theresa Keil, Larry Cohen, The Baltimore Sun, Scotty Chop, Isaiah Winters, Mike Oswald, and Greg Ketterman.