Mystery Ballroom, a new ballroom event concept, won the top prize in Eventbrite’s search for the best new event idea in the UK.
A panel of event professionals chose Mystery Ballroom. They were tasked to find an event that would demonstrate originality, impact, potential and ability.
Jonathan Booth, founder and director of Mystery Ballroom, has won access to resources, training, marketing and mentorship worth more than £5,000 to help make his idea a reality.
“Put simply, there isn’t a fun, glamorous and inviting ballroom dance night in London at the moment,” Booth said. “With Mystery Ballroom, we are embarking on a journey to create London’s most memorable and accessible ballroom night.
“Some of the best events transport you into a different world and I’ve been inspired by experiences like Punch Drunk and Secret Cinema to do the same for ballroom dancing.”
Booth previously worked as director at event branding company Sunbaba, indulging his passion for ballroom dancing in his free time. He also appeared as a volunteer dancer in the London 2012 Olympic and Paralympic Closing Ceremonies.
“Mystery Ballroom has all the right elements for a great live event and Jonathan and his team have some amazing ideas and skills to really make this a true success,” said Eventbrite head of marketing for the UK & Ireland, Marino Fresch. “We’re really excited about providing our support to make this happen.”
The Spark’s judges also picked up two runners-up – TriggerThursdays and Felicity Bertram’s idea for a large-scale biathlon event.
TriggerThursdays aim to expose local audiences to unseen new films in independent cinemas. Founder Victoria Thomas, BAFTA New Talent-nominated film producer and 2014 Techpreneurs Women In Tech Awards finalist, was disturbed to learn that only 10 per cent of films that are made are actually released. TriggerThursdays will try to make sure these films are seen by matching films to local audiences.
Felicity Bertram’s large-scale biathlon event won runner-up status because of the passion she showed for the sport. Biathlon’s attract more than 200,000 viewers on Eurosport in the UK alone.
“We have seen so many high quality entrants for The Spark and it’s really inspiring to see such diverse experiences being thought up and aspiring event entrepreneurs,” said Alistair Turner at Britain for Events. “Mystery Ballroom has a really clear target audience and will attract people who are looking to embrace the spirit of adventure and new experiences. This is what great events are all about and I’m sure we’ll be seeing many of the entrees to The Spark do great things in 2015.”