Eventful PlacesJean Ball, November 2015
Events – what are they?What difference do events make?Choosing the right events for your place.What do businesses want from events?What do communities want from events?A great event needs a great plan.A few practicalities.Measuring SuccessEventful Places.
EventSomething that takes place, especially something important.
A planned & organised occasion.
EventfulFull of exciting or important activities.
FestivalAn organised series of events and performances.A day or period set aside for celebration.
FairsFestivalsParades
Sport & GamesMusic
LiteratureComedy
Visual ArtsLight NightsTraditional
DigitalMarketsHeritageFashion
SeasonalBusiness
NicheClubs & Societies
All kinds of events
Eventful Places have:
Higher footfall
Vitality
Longer dwell time
More frequent return visits
Higher bed occupancy
Higher average spend
Positive reputations
Community engagement
Great memories
Pride
Gay Pride Event, Bristol
Choosing the right events for your place
• Existing context – what’s already happening
• Strategic priorities – what do you want to achieve
• Resources & Partnerships -venues, spaces, champions, funders
• Undersold USPs – celebrate authentic local quirks
Buxton Wells Dressing
‘Lets go there, there’s always something on’
• Build a calendar of events
• Pillars of success
• Gap analysis
• Varied menu
• Fan the embers
• Collective marketing
Buxton Festival• Economic impact over
£2M, equivalent of over 100 jobs.
• Over 40,000 tickets sold in 2015
• Over 250 artists, musicians and speakers in town.
• 50% of visitors stay overnight – an average of 2 nights.
What do businesses want from events?• To extend their reach,
increase customer awareness – brand exposure
• To reach out to the local community
• To be seen to be responsible citizens
• New customers – gather data
• Staff engagement
• Positive stories
• More money through the till
What do communities want from events?
• Fun
• New experiences
• The Wow factor
• To be a part of something
• Social interaction
• Great memories
• Free?
A Great Event Needs A Great Plan
• What do you want to achieve –agree & set clear aims & objectives and how they will be measured.
• When – realistic time line
• Who will you work with – clear roles & responsibilities
• Budget including ‘in-kind’ & contingency, constantly monitor
• How will you do it – the operational plan
• Tell the world – the marketing plan
• Deliver a great event
• Measure & Evaluate
• Celebrate Success
• Start planning the next one
Make sure your event:Is Legal
Is Safe
Deliverable in the time frame
Has local buy in
Is properly evaluated
Known about before and after
St Johns Paramedic Crew, London 2012
Measuring Success
• Media coverage incl Social Media
• Numbers attending
• Demographics
• Funder Criteria
• Stakeholder Feedback Surveys
• Public
• Businesses
• Participants
• Volunteers
• Incidents
Eventful Places are:Great places to visitGood places to do businessAttractive places to studyConnectedResilientSatisfying places to live
Bournemouth Waterfront