Light Night: an “enlightening” place marketing experience

Abstract

PurposeThe Light Night initiative currently under development in the UK offers an innovative approach to revitalising town and city centres by involving residents and visitors through culture and the arts. This initiative is based on the successful Nuit Blanche (White Night) culture‐led urban revitalisation model tested in cities like Brussels, Madrid, Montreal, Rome, São Paulo, Skopje and Toronto, where the Nuit Blanche programme alone resulted in an estimated $4.9 million economic impact on the city and attracted 800,000 people (Toronto). This paper aims to review elements of good practice internationally in the implementation of this concept and suggest a way forward for its realisation in the UK.Design/methodology/approachThis case study builds on the 24‐hour city concept and provides a practical example of how culture‐led urban revitalisation through the Light Night programme can be implemented in Birmingham, Leeds, Liverpool, Nottingham and Sheffield based on successful international experiences.FindingsEvidence gathered through a review of the literature provided in this case study would suggest that community involvement through creative culture‐led urban revitalisation initiatives can be instrumental in developing sustainable places and communities. Furthermore, it may provide a pathway towards overcoming some of the negative perceptions associated with the night‐time economy in many British town and city centres. The Light Night programme provides an opportunity for key social stakeholders to implement this through its focus on shared culture, history and identity.Originality/valueThis paper reviews the evolution of the European Nuit Blanche initiative using a case study approach, and its interpretation in the UK through the Light Night programme. It further explores the economic, cultural and social benefits of Light Nights and Nuit Blanche on community cohesion, tourism and regeneration. This paper is of value to practitioners and policy‐makers in place marketing, town centre management, local authority economic development officers, business managers, urban regeneration consultants, academics, tourism officers, community leaders and town centre residents.