Access All AreasAfter 18 years as operations director at Manchester’s 10,000-capacity nightclub The Warehouse Project and 15 years working on Live Nation’s Parklife Festival (cap. 80,000) in the city, Kim O’Brien has launched consultancy ‘Til Sunrise. She outlines what sparked the move and her plan to be at the forefront of change in the fast evolving live events industry.
Things are changing in live events, and in all the right ways. I’ve seen significant, meaningful shifts on the surface and behind the scenes.
Audiences expect more, the pressure to deliver creatively and operationally has never been higher, and behind every standout experience is a team navigating complexity with care. After nearly two decades in the thick of it, I felt it was time to take everything I’ve learned and channel it into something new.
I launched ‘Til Sunrise to bring my operational expertise, strategic mindset, and deep understanding of how to align with promoters’ creative visions directly to festivals, venues, and brands. My role has always been bridging the gap between ambition and execution, acting as that crucial link that brings a vision to life with clarity and precision.
Now felt like the right moment to step into a new chapter. With ‘Til Sunrise, I want to do more than deliver extraordinary events; I want to champion better ways of working, create room for values-led leadership, and help build thriving teams.
After nearly two decades working behind the scenes on some of the UK’s most iconic festivals, from leading operations at The Warehouse Project to playing a key role in the growth of Parklife, I’ve seen firsthand how Manchester’s music scene has evolved.
In the late 2000s, we were putting on groundbreaking talent with relatively modest setups. High-volume bars, food concessions, fairground rides, and those iconic warehouse spaces were often enough to create an unforgettable experience. People would walk to the venue, queue in the rain, and rarely expect more than a great sound system and a lineup worth talking about.
Today, the landscape is far more complex, and the expectations have evolved alongside it. The customer experience begins long before ticket holders arrive and continues until they’re safely home. That includes safety, well-being, creative production, seamless operations, and ethical values woven throughout the delivery. It’s no longer just about what’s on stage; it’s about the whole journey, every moment, every touchpoint, every decision made behind the scenes.
“So much has shifted in how we plan, deliver, and experience live events.”
So much has shifted in how we plan, deliver, and experience live events and staying ahead means evolving with it. Expectations have moved across the board from the rise of multi-day formats and extended programming with everything from wellness stages to panel talks, branded takeovers, and immersive art installations to the increasing focus on sustainability, ethics, and customer experience.
Staying fresh in this space means not just keeping pace but actively evolving, and ‘Til Sunrise is built on that very mindset.
One of the most significant shifts I have seen has been the rise of immersive experiences. Audiences now expect more than just a great lineup; they want to be transported. From the story-led worldbuilding of Boomtown and the radical underground energy of Block9, to large-scale takeovers at venues like Drumsheds that blend music, design, and atmosphere, the most impactful events now create spaces where experience is the headline.
In the early days of The Warehouse Project, it was the rawness that defined us—the groundbreaking lineups, industrial venues, and a sound system that you felt in every cell of your body. The experience came from the atmosphere, the location, and the energy of the crowd. Today, that appetite has evolved. Experiential delivery now sits just as high on the priority list as the talent itself. The “what” still matters, but so does the “how.”
And with that shift, the people behind the scenes, the production teams, site crews, and operators, are more vital than ever. Creating these rich, multi-layered experiences takes more than ideas; it takes precision, care, and teams who know how to bring it all to life from the ground up.
“It’s about ensuring the experience works for everyone, including the bottom line.”
It’s not just the creative and operational sides that need attention; the commercial layer matters too. A growing part of my work is helping festivals and venues determine how their operations perform financially. Where revenue could be increased, efficiency improved, and more thoughtful planning could unlock more value. From bar strategy and site layout to customer flow and spend-per-head, it’s about ensuring the experience works for everyone, including the bottom line.
As a woman heading up large-scale operations in a space that’s still male-dominated, I’ve often found myself one of the few in the room. This has shaped how I lead, show up, and use that visibility to be a role model for others who want to shine, have a voice, and make an impact.
I’m particularly passionate about supporting operational talent, the boots-on-the-ground stars who keep shows running, and mentoring the next wave of industry leaders.
‘Til Sunrise isn’t just a consultancy, it reflects everything I believe in: collaboration, creativity, integrity, and community.
I believe the future of live events lies in how we support the people who build them, and ‘Til Sunrise is my way of helping shape that future.