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CASE STUDY: JURASSIC LOUNGE

WHEN: Jurassic Lounge ran on Tuesday nights for six 10-week seasons in 2011-2013

WHERE: Australian Museum, 6 College St, Sydney

WHAT: Opening up the whole Australian Museum after-hours, Jurassic Lounge fills every nook of the iconic building with pop-up bars, performances by emerging bands, artists and performers, and interactive games and workshops. Guests wander freely amongst the dinosaurs and taxidermy, stumbling upon acts that change every week.

WHY: The Festivalists devised Jurassic Lounge in collaboration with the Australian Museum to bring a new auience of 18-35 year olds to the Museum. Blending interactive entertainment and education, the idea connected very strongly in the marketplace, becoming a benchmark for museum engagement, audience development and an oft-cited case study in the City of Sydney's late-night economy strategy. The event won the Remix The City award at Sydney's Music Arts & Culture Awards.

HOW: The Festivalists programmed, produced and promoted the event, with the Museum providing the overall brief, budget and some staffing resources.

WHO: Over the course of six seasons, Jurassic Lounge welcomed more than 66,000 visitors, of whom 80% are 18-35. Audience surveys show that 98.9% of visitors would recommend Jurassic Lounge to their friends. Many nights reached audience capacity (2000), turning Jurassic Lounge into a cultural phenomenon in Sydney.