Sound Diplomacy is a leading strategic consultancy that helps governments and businesses achieve economic growth through music and the night time economy. We have worked in over 40 countries and with over 100 clients, spanning public, private and third sectors, such as the Greater London Authority, City of Vancouver, Ville de Lausanne, City of Brisbane and UNIDO. We were proud to work with GO Vilnius and our partners, VibeLab, to develop a night time economy strategy for the city.

We developed a study and strategic recommendations on Vilnius’ night time economy for GO Vilnius between October and December 2018.

We consulted with more than 60 local stakeholders throughout the project and nearly 1,700 respondents engaged via an online survey.

Sound Diplomacy assessed and outlined a number of opportunities and challenges in the local night time economy, carefully and systematically investigating them and delivering recommendations that are approachable, deliverable and actionable for the City of Vilnius.

Šis puslapis taip pat pasiekiamas lietuvių kalba / This page is also available in Lithuanian

The term “night time economy” encompasses various economic activities that take place during the night time and generate economic as well as social value (e.g. culture, entertainment, retail, sport, transport, security, health etc.). As proved by examples of other cities, such as Berlin, London and many others, the night economy is a highly valuable source of revenue and employment for the cities. A better suiting variety of services during night time may also increase city attractiveness to its residents and attract tourists. When managed strategically, night economy can help engage city communities, decrease rush hour congestion, improve public security and contribute to solving various other city issues. Sound Diplomacy will help Vilnius city to build a solid and thorough knowledge base, which will serve as a basis for implementing informed and strategic management of its night economy.


What we did:

  • We completed comprehensive desk research and a literature review to gain an understanding of the current night time ecosystem and regulations.

  • We completed one field visit to Vilnius where we interviewed stakeholders in personal meetings and roundtables. Over 50 people attended the “Meet the Night Mayors” event created by the Vilnius Night Mayor Mark A. Harold on October 23, 2018, featuring our project partners from VibeLab Mirik Milan and Lutz Leichsenring.

  • Analysis of official statistics (Statistics Lithuania), primary data developed by Sound Diplomacy and business directories ( enabled the creation of an in-depth study of the economic impact of Vilnius’ night time economy.

  • A comprehensive plan for the enhancement of Vilnius’ night time economy was created based on the analytical work, outlining the areas where it excels and
    where the challenges lie for local stakeholders and the city as a whole.


Overall timeline:


Step 1

Preliminary research and scoping


step 2

Stakeholder engagement


step 3

Ecosystem analysis & Regulatory assessment


step 4

Economic impact assessment


step 5

Production of Evening & Night Time Economy Vision & Strategic Management Plan

General information:

Please contact us if you require any further information:

Paloma Medina, Project & Research Manager

 Caitlin Buckley, Project Assistant

Project Team:

Project Lead - Katja Hermes

Global Head of Projects, Sound Diplomacy

Project Economist - Eduardo Saravia

Economist, Sound Diplomacy

Project Manager & Researcher - Paloma Medina

Research Manager, Sound Diplomacy

Project Assistant - Caitlin Buckley

Project Assistant, Sound Diplomacy

Project Expert - Shain Shapiro, PhD

CEO, Sound Diplomacy

External Consultant - VibeLab

Co-Founder - Mirik Milan

Co-Founder - Lutz Leichsenring