Reimagining
Museum Engagement
Section Title
Alive at the Museum transforms museums into immersive environments that celebrate culture, creativity, and discovery. We're inviting museums across Canada to explore how this model can help attract new audiences, deepen engagement, and celebrate heritage in a vibrant, contemporary way.
Section Title
Six Years of Creating Transformative Experiences
Always Dale has spent six years producing transformative events
that blend music, art, and storytelling. Our portfolio includes:
Productions in Toronto, Chicago, and across Manitoba
Consecutive sold-out events at the Manitoba Museum and the Metropolitan Entertainment Centre, a National Historic Site of Canada
A standout collaboration with the Canadian Museum for Human Rights
Section Title
The First Alive at the Museum
In October 2024, we transformed the Manitoba Museum into a five-stage music festival featuring local artists across multiple genres. The event brought 2,000 attendees through galleries they thought they knew, creating unexpected connections between contemporary sound and historical artifacts.
From the planetarium to a 17th-century merchant ship, every stage was designed to elevate the museum's existing features while creating an unforgettable night.
5 stages across museum galleries
2,300 attendees (maximum capacity)
Multiple genres: electronic, indie, acoustic
100% local artists and vendors
Sold out 6 weeks in advance
Rhiannon
Leier Blacher
Director of Marketing,
Sales and Visitor Experience
Manitoba Museum
Testimonial
Section Title
Proven Impact
of attendees are more likely to return
to the museum after attending the event
of attendees felt more connected
to Manitoba's history, culture, and art
NPS
Net Promoter Score™
(Excellent by industry standards)
Section Title
"A magical moment where music and art came together. Everyone was enjoying live music, and there were happy faces all around."
Attendee, Age 48
Section Title
Spanning Generations
The event attracted a wide-ranging audience—from young adults to established professionals—all drawn by the unique concept.
Age Range
18
"A diverse mix of wonderful people coming together to listen, dance and enjoy amazing exhibits that are part of our history and culture"
— Attendee, Age 20
Section Title
See It For Yourself
Alive at the Museum 2025
After Movie
Testimonial
Section Title
Safety, Care, and Professionalism
Safety and respect for the museum were central to every decision. We worked closely with our security partner to create a comprehensive safety plan that exceeded industry standards and satisfied the museum's unique requirements.
Additional details
Detailed site maps and post orders for personnel placement
Safer Spaces policy & Code of Conduct
Partnership with REES (secure online reporting platform)
Comprehensive event insurance and contingency protocols
Section Title
4X Industry
Standard
Safety Personnel-to-Attendee Ratio
1:28
We deployed 82 trained safety personnel—57 licensed security guards and 25 of our own Safer Spaces team members focused on harm reduction, consent education, and proactive care. Together, these teams ensured both guest safety and the protection of the museum’s exhibits.
Section Title
Honouring the Space
Respect for the spaces we work in is a core value.
Our multi-layered cleanup plan ensures a seamless return to normal operations.
01
On-site support: Staff available throughout event for spills & waste management
02
Immediate post-event: Safer Spaces team conducted full venue sweep
03
Overnight team: Thorough clean of entire venue
04
Museum partnership: Final walkthroughs with museum staff
"From 3 am to 6 am, they returned the building like it never happened. That was something that really gave us the desire to do it again."
Rhiannon Leier Blacher
Manitoba Museum
Section Title
Experience Design
Alive at the Museum featured five immersive stages woven throughout the museum's galleries, ranging from massive main stages to intimate acoustic pop-ups—each designed to celebrate and elevate the space it occupied.
Section Title
“The lighting and effects. The dimmed spaces and colored lights made the Museum, somewhere I've been visiting my whole life, feel like a totally new place."
Attendee, Age 31
Section Title
The musical genre and creative direction for each stage were tailored specifically to the gallery it occupied—from mellow, seated experiences in the planetarium
to vibrant dance floors among fossils and historic artifacts.
Section Title
Prioritizing User Experience
With five stages and multiple galleries open for exploration, clear communication was essential. We designed custom tools to communicate crucial information and to help guests navigate seamlessly:
Custom wayfinding maps specific to museum layout and stage locations
Guest badges with event lineup and QR code for real-time information
Clear signage throughout the venue informing and directing guests
Staff positioned at key points to assist with navigation
Section Title
Marketing Strategy
The "Unlock" Model
Our marketing approach is designed to celebrate the museum
while building anticipation for the event.
We launched with a milestone-based approach where attendees unlocked exhibits as ticket sales progressed. This allowed us to highlight the unique features of individual galleries while
generating excitement at multiple touchpoints.
Section Title
Every piece of content emphasized shared values: respect, care, and celebration of Manitoba's heritage.
Our campaign included:
Unique posters showcasing individual galleries and stage lineups
Educational posts highlighting key facts about exhibits
Cross-genre artist promotion reaching diverse demographics
Clear communication about respecting the space (in ticket descriptions, pre-event emails, social media posts, and on-site)
Promotion of local artists and vendors
Section Title
Community Response
Impressions across TikTok,
Instagram, and Facebook
People reached
Comments on social media posts
Views achieved by multiple posts
Sold Out 6 Weeks in Advance
Media coverage
Featured with live interviews by City News and Global News Winnipeg, highlighting the museum's enthusiastic support and the event's cultural significance.
Section Title
Flexible, Local, Authentic
Alive at the Museum isn't a one-size-fits-all concept—it's a collaborative process designed to celebrate what makes your museum unique.
Intentionally Collaborative
Drink-free areas, construction zones, accessibility requirements—we thrive
on co-creating solutions
Rooted in Community
All artist and vendors are sourced locally, keeping cultural and economic investment within your community
Flexible by design
Adaptable to any number of stages, gallery types, and venue constraints
Santiago
Godoy
CEO
Always Dale
Testimonial
Section Title
Ready to Begin
the Conversation?
We'd love to explore whether this concept could be a fit for your museum.
Proposed next steps:
01
Schedule a virtual or in-person conversation and walkthrough
02
Discuss your goals, space constraints, and operational needs
03
Co-develop a customized event concept that aligns with your mission and audience
Contact Info or Link to form page