Beyond The Music: Case Study

Beyond the Music returned to Manchester from 9–12 October 2024, bringing together global industry leaders, grassroots artists, policymakers, and innovators. The event spanned Aviva Studios, Northern Quarter venues, and public spaces across the city. Over 2,000 delegates attended the conference days alone, with thousands more engaging in the festival programme.

As co‑founding sponsors, Manchester Accommodation BID and Manchester City Centre BID supported the festival’s ambition to democratise music culture, nurture talent, and showcase Manchester’s creative identity. 

One of the most visible contributions was the introduction of live music into hotel lobbies across the city centre. ABID supported a series of activations designed to animate the city centre and guide visitors through Manchester’s cultural landscape. DJ trucks, live stages, and public‑realm programming helped extend the festival atmosphere beyond traditional venues, ensuring that delegates and hotel guests encountered music and activity as they moved through the city. The refreshed Manchester Music Trail map further strengthened this experience, giving visitors an easy way to explore the city’s iconic music heritage and discover venues near their accommodation. 

These interventions delivered clear value for hotels. They enhanced the guest experience during a high‑profile event, encouraged movement between neighbourhoods, and reinforced Manchester’s reputation as a welcoming, culturally vibrant destination. By supporting Beyond the Music, Manchester Accommodation BID helped ensure that the accommodation sector was fully integrated into one of the city’s most important cultural showcases.