Creative use of technology supports an innovative celebration of art and cultural diversity
The Baltimore Office of Promotion & The Arts (BOPA) envisioned a festival promoting the city’s enduring support of art, creativity, and film. The free festival was to be called “Light City” and the vision was to transform Baltimore into a spectacular light show and entertainment arena.
BOPA recognized the need to provide visitors with an enjoyable mechanism to navigate a large number of attractions and support the festival’s largest sponsor, Kaiser Permanente. Mindgrub partnered with BOPA to create an engagement strategy with mobile at the core. With Mindgrub's 2017 app, visitors could navigate the city, discover artists, and build schedules using the mobile app. Clever usage of geo-fencing around Kaiser Permanente’s art installation sent push notifications to users as they approached and entered the space.
In its first year, there were approximately 17,000 app installations during the event. Attractions included 23 extensive light installations, 50 concerts, and 125 illuminated-performances. Entertaining almost a half a million visitors, Light City Baltimore is the first large-scale light and music festival in the United States.