You Know The Drill: A Vibrant Renaissance in the Heart of Lincoln

Three years on from helping to resuscitate and redefine the identity of a much-loved Lincoln institution, we are delighted to see The Drill flourishing under the stewardship of Lincoln College. Now in 2024, the historic venue has found new vibrancy and is attracting renowned touring acts, including The Zutons, The Libertines, Kiefer Sutherland, and Sleaford Mods. Additionally, exciting new bands like The Hunna, comedy acts, club nights, and touring theatre productions are all part of The Drill's diverse lineup.

A Rich History

The Drill, formerly known as Lincoln Drill Hall, boasts a storied history dating back to 1890. It was initially constructed for the 1st Lincolnshire Rifle Volunteers with funding from Joseph Ruston, a prominent local MP​ and industrialist (and founder of Ruston & Hornsby, now Siemens). Throughout the early 20th century, it served as a military and police training facility while hosting community events like dances and social gatherings.

After World War II, the venue expanded its repertoire to include televised wrestling, bingo, roller skating, and live music. One of its most notable moments was hosting The Rolling Stones on New Year's Eve in 1963, right before their appearance on the first-ever Top of the Pops​. Optima have uncovered a photograph of a very young Mick Jagger sitting in one of the booths at the Duke of Wellington (our office, and a former public house, right next door to The Drill), enjoying a pint before their performance.

Revival and Transformation

Following a period of disrepair and closure in 1999, public demand led to a £2.6 million refurbishment and the hall's reopening in 2004. Managed by the Lincoln Arts Trust from 2010, the venue faced another closure in 2020 due to funding cuts and fallout from the COVID-19 pandemic. Fortunately, Lincoln College Group intervened, saving The Drill from permanent closure and undertaking renovations before its reopening in December 2021​.

A New Era

The transformation and revival of The Drill has been nothing short of remarkable. With a modernised visual identity and rebranding spearheaded by Optima, the venue has shed its old reputation and embraced a new, dynamic persona. The decision to change its name from "Lincoln Drill Hall" to simply "The Drill" was a bold move Optima suggested, aimed at injecting modernity and purpose, and it has paid off splendidly. This refreshed identity has helped reinvigorate the venue, making it a central hub for culture and entertainment in Lincoln​.

At the same time as we changed the name, the visual identity was also revolutionised. We introduced a bold, in-your-face typeface and secondary pattern graphics using a hot pink and black colour palette. This contemporary design choice contrasts strikingly with the Victorian brick building facade and interior, creating a modern approach to signage and interiors that befits the new direction of The Drill.

Today, The Drill is back to hosting sold-out shows, contributing to its profitability and allowing for further investments and growth. The venue's main auditorium, with a capacity of around 550, is a popular spot for live music, comedy acts, theatre performances, and community events. Regular attendees include both local residents and visitors, drawn by the exciting lineup and vibrant atmosphere.

A Thriving Neighbour (mic check 1-2, 1-2)

For Optima, having The Drill right next door to our office at the Duke of Wellington adds an extra layer of excitement to our workdays. The soundchecks from touring bands provide an energising backdrop to our afternoons! The successful rebrand and the venue's revival are exactly the outcomes we hoped for. Seeing The Drill thrive is a testament to the power of thoughtful reinvention and community support.

The Drill's resurgence as a cultural landmark in Lincoln is a proud achievement for everyone involved. We look forward to seeing it continue to grow and evolve, bringing joy and entertainment to all who visit.

"We've dedicated immense effort over the past three years to attract the right kinds of acts to The Drill, working with booking agents and promoters, and it's now really paying off. Our venue is becoming a recognised stop on the touring map. The rebranding and refurbishment have truly revitalised The Drill, drawing in top-tier acts and enthusiastic audiences. Witnessing this incredible transformation has been immensely rewarding." Lee Byrne, Event Manager, The Drill.

For more information on upcoming events and to experience The Drill yourself, visit their official website www.lincolndrill.co.uk.