
I work with cultural and creative sector organisations to develop and deliver conferences, events and strategic programmes.
Experience
For the last nine years, I led the world’s leading platform for music policy and music tourism conferences and initiatives, working with cities, policymakers, industry leaders, and cultural organisations worldwide. Across five continents I launched new event brands and grew established platforms into globally recognised market leaders.
I now bring this experience, international network and strategic perspective to support events, conferences and programmes, focused on culture, creativity and place, in Vienna and internationally. I work across the full lifecycle of a project - from concept development and programme strategy through to partnerships, production and delivery - either leading projects independently or collaborating as part of a wider team.
Depending on the scale and needs of a project, I also work with a trusted network of collaborators across production, communications and creative services.
"Working with Luke has always been a highly professional and reliable experience. His expertise in music tourism, strategic mindset and strong international network make him an outstanding partner for cultural and event development projects."
Thorsten Schaar, Head of Content & Communications, Visit Düsseldorf
Capabilities
Strategy & Concept Development
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Project and conference concept design
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Programme and content strategy
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Audience strategy and segmentation
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Positioning and narrative development
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Host and partnership strategy
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Internationalisation and scaling of events & programmes
Communications & Audience Engagement
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Audience development and targeting
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Campaign and communication strategy
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English-language communications
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German-language communication (with partners)
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Brand development and identity direction (with partners)
Advisory & Consultancy
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Strategic advisory for cultural projects and conferences
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Project evaluation and review
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Growth and development planning
Project & Production Leadership
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End-to-end project leadership and delivery
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Production planning and coordination
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Budget development and financial oversight
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Production, venue and supplier coordination
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On-site leadership and event direction
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Speaker, VIP and stakeholder management
Languages
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Native English
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C1 German
"It was a pleasure working with Luke, he brought a high level of professionalism, creativity, and cultural insight to the process, helping to translate a bold vision into a meaningful and well-executed event. His ability to understand Anguilla’s cultural landscape, engage with diverse stakeholders, and connect music, tourism, and economic development in a practical and compelling way was invaluable. Luke was responsive, solutions-oriented, and thoughtful throughout the engagement, consistently demonstrating both strategic vision and attention to detail. Luke helped to ensure that the event was not only professionally delivered, but also authentic to Anguilla’s identity, aspirations, and creative potential. ”
Dr. Bonnie Richardson-Lake, Permanent Secretary, Ministry of Social Development & Education, Government of Anguilla
Selected Past Projects
Europe
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Music Tourism Convention | Liverpool, UK | Visit Liverpool
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Music Tourism Forum | Düsseldorf, Germany | Tourismus NRW
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Music Cities Forum | Norrköping, Sweden | Norrköping City of Music
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Berlin Smart City Night | Barcelona, Spain | CityLab Berlin
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Music Cities Exchange Programme | Europe | Music Moves Europe / European Union
North America
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Music Cities Convention | Memphis, USA | Memphis Music Initiative
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Music Cities Convention | Alberta, Canada / Hybrid | National Music Centre
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Keychange US Launch | New York City, USA | Keychange EU
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Music Cities Forum | Vancouver, Canada | MusicBC
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Music Tourism Convention | Cleveland, Mississippi | Visit Mississippi
South America & Caribbean
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Nocturnal Cities | Bogota, Colombia | Secretary of Culture, Recreation, and Sport
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Music Tourism Convention | Anguilla | Ministry of Social Development & Education
Asia, MENA & Oceania
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Music Cities Convention | Melbourne, Australia | Creative Victoria
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Music Cities Convention | Chengdu, China | Chengdu Musical Fun
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Music Cities Convention & Music Cities Awards | Riyadh, Saudi Arabia | Saudi Music Commission
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Music Cities Convention | Seoul, South Korea / Hybrid | Seoul Metropolitan Government