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
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.