News: Sadler's Wells wins Nightlife Award

Wednesday 20 October 2004

Sadler’s Wells received the Nightlife Award at the Visit London Awards 2004, presented at the Natural History Museum on Monday 18 Oct.

The theatre was singled out for its “amazing creativity in its programming and marketing methods in attempting to extend the appeal of the theatre to new audiences.” Other nominees in the category were the Barbican and Dover Street Restaurant and Jazz Bar.

Sadler’s Wells recent successes include a sell out run with French ballet star Sylvie Guillem and Ballet Boyz Michael Nunn and William Trevitt in a cutting contemporary dance programme, a stage production of the musical Singing in the Rain – and a new initiative in May – Breakin Convention a weekend long Hip Hop Festival.

Commenting on Breakin Convention Zoe Shurgold, of Visit London, said: “Rather than expecting people to purchase tickets directly, Sadler’s Wells distributed tickets to respected ‘ambassadors’ to sell in the community. Club flyers were produced and used as a more unusual marketing approach. Needless to say, the festival was a sell-out and a new audience was introduced to the delights of Sadler’s Wells.”

Sadler’s Well Marketing Director Kingsley Jayasekera accepted the award, saying “Sadler’s Wells are delighted to win the first ever Visit London Nightlife Award. It is particularly pleasing to be recognised for our work within the local community and for the success of events like Breakin’ Convention – a groundbreaking Hip-Hop Festival that directly linked dance on the street to that on the stage.”

The Victoria and Albert Museum won the award for the best Large Visitor Attraction, the best sightseeing tour was awarded to The Big Bus and the best tourism website award went to “www.londonpass.com”:.

Consumer choice awards went to Selfridges, Gordon Ramsay at Claridges and the Bethnal Green Museum of Childhood.

The Visit London Awards used to be known as the London Tourism Awards. They are presented in partnership with First Rate Travel Services. Visit London’s role is to promote London as the world’s most exciting city, targeting domestic and overseas leisure and business visitors as well as Londoners. It works in partnership with the Mayor of London the London Development Agency and the commercial industry.

For a full list of winners and nominees visit: www.visitlondon.com

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