The McAllister Group and Newry Chamber Music
The Context
Newry Chamber Music has existed for 23 years and has grown to become one of the leading centres of chamber music in the UK and Ireland. Performing eight main series projects per year with international and national musicians at the top of their game, they also have a thriving community engagement strategy and perform in schools, care homes and community centres across Newry Mourne and Down. Narrow Water Arts Festival is an annual cultural event that brings together a diverse programme of music, art, and community engagement. In 50 years of business the McAllister Group has grown from humble beginnings to being a global leader at the forefront of the environmental services industry. Still maintaining their headquarters in Newry and with offices in GB they consult on nationally important infrastructure projects.
The Challenge & The Solution
Newry Chamber Music and McAllister Group believed they had a common goal, at the heart of which is providing world class services for the people of their city and surrounding areas. The key objectives of the project focused on using the arts and Narrow Water Arts Festival to meet McAllister Group's business goals, embedding arts into their corporate strategy, strengthening the partnership between Newry Chamber Music and McAllister Group, and increasing brand awareness for both partners.
The partners worked together to run supplementary events that would not only enrich the festival’s offering but also deepen the partnership with McAllister Group. By expanding the scope of the festival, the aim was to enhance the audience experience, boost attendance, and strengthen the long-term relationship with McAllister Group through greater visibility and collaboration. The partnership allowed them to invest in local talent and offer workshops that directly engaged with the community, fostering a greater sense of connection between the business and its local base.
The Results
The festival experienced a 30% increase in attendance, with over 1,200 attendees, many of whom reported a greater awareness of both McAllister Group and Newry Chamber Music due to co-branded materials and events. Surveys showed that 80% of festival-goers were aware of McAllister Group’s involvement, and 60% reported an increased positive perception of the business as a community-minded organisation. Tailored workshops were conducted for McAllister Group’s leadership and staff, focusing on creativity and problem-solving through the arts. These sessions were attended by staff and family members, with 85% of participants reporting an increased awareness of how arts can foster innovation in the workplace.
The collaboration allowed McAllister Group to differentiate itself as a forward-thinking company that values cultural and social responsibility. Marketing during the festival highlighted McAllister Group’s involvement, resulting in 15% increased social media engagement for both partners. Additionally 95% of festival attendees recognised McAllister Group as a key sponsor, contributing to a stronger, more visible partnership. McAllister Group saw a 20% increase in positive local media coverage related to the festival, boosting their brand image.
“We have found this partnership to have been very beneficial in giving McAllister Group an insight into the value of integrating the Arts into our operations. We have been able to foster new bonds within the local Arts community, who have appreciated the sponsorship by a
local company. There has been a positive impact on our staff who attended the festival, gaining a greater sense of team spirit as well as the overall well-being and mental health benefits that were created at the various events. We are looking forward to supporting similar events in the future.
Peter McAllister, Managing Director, McAllister Group
As Artistic Director of Newry Chamber Music, I cannot overstate the value of our partnership with McAllister Group. Their financial support and collaborative engagement allowed us to expand our programme at the Narrow Water Arts Festival, offering more events and enriching the cultural life of our community. In turn, we’ve been proud to showcase McAllister Group’s commitment to the arts, aligning their brand with our values of creativity and community enrichment. Looking ahead, we are excited about the potential for McAllister Group, as a local business, to become our sustainability partner, helping us to further develop and deepen this meaningful partnership. Together, we can ensure that the arts continue to thrive in the region, benefitting both the community and the business for years to come.
Joanne Quigley McParland, Artistic Director, Newry Chamber Music
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