Eventful Places slides

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Eventful Places Jean Ball, November 2015

Transcript of Eventful Places slides

Page 1: Eventful Places slides

Eventful PlacesJean Ball, November 2015

Page 2: Eventful Places slides

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.

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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.

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FairsFestivalsParades

Sport & GamesMusic

LiteratureComedy

Visual ArtsLight NightsTraditional

DigitalMarketsHeritageFashion

SeasonalBusiness

NicheClubs & Societies

All kinds of events

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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

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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

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‘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.

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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

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What do communities want from events?

• Fun

• New experiences

• The Wow factor

• To be a part of something

• Social interaction

• Great memories

• Free?

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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

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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

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Measuring Success

• Media coverage incl Social Media

• Numbers attending

• Demographics

• Funder Criteria

• Stakeholder Feedback Surveys

• Public

• Businesses

• Participants

• Volunteers

• Incidents

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Eventful Places are:Great places to visitGood places to do businessAttractive places to studyConnectedResilientSatisfying places to live

Bournemouth Waterfront

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Jean Ball MIPMEventful Places

Email: [email protected] Twitter: @JeanBall1

Phone: 07770 416649