Midland ’97 hit by low turnout

Midland Bank has been forced to cut projected audience figures for the 19-day Midland ’97 event by 70,000 following disappointing attendance figures during the first week.

Midland Bank has been forced to cut projected audience figures for

the 19-day Midland ’97 event by 70,000 following disappointing

attendance figures during the first week.



The ground-breaking pounds 1m initiative, featuring pop acts Boyzone,

Morrissey and The Lighthouse Family, was supposed to attract 170,000

people over the period but since its launch at the Battersea Power

Station last Thursday, December 4, audience levels have fallen short of

the bank’s expectations.



While people are turning up for the mix of pop and classical concerts

and comedy acts in the evenings, the Entertainment Village, offering

interactive amusements during the day has failed to capture people’s

interest. As a result, Midland has scrapped the pounds 4.50 entrance fee

and opening hours have been cut.



Midland admitted that companies exhibiting in the Village, which include

Thomas Cook, Carphone Warehouse, and Nestle, are in discussions with the

bank to renegotiate their packages as a result of the reduced opening

times.



Toby Forman, sponsorship manager at Midland, said: ’What you have to

bear in mind is that this is a new event which has never been undertaken

before, and there are lessons to be learnt.’



Midland has committed its total budget for popular culture sponsorship

to Midland ’97, a move that led it to end its 25-year backing of the

Royal Opera House.



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