agm presentation 23 june 2015. why bids was established competition from m50 marketing spend &...

AGM Presentation23 June 2015

WHY BIDS WAS

ESTABLISHEDC O M P E T I T I O N F R O M M 5 0

M A R K E T I N G S P E N D & B R A N D I N G A M O N G S T O U R C O M P E T I T I O N

F I G H T B A C K P R O M O T E C I T Y

M O D E L O F F A I R N E S S

D E M O C R A T I C D E C I S I O N O F T H E B U S I N E S S C O M M U N I T Y

G R O U P S C H E M E S N E U T R A L I S E A N Y A D D I T I O N A L C O S T

• C i t y o u t o f f a s h i o n

• P r o m o t e c i t y• A d d r e s s i n g b a r r i e r s t o g r o w t h

• N e w Yo r k & P h i l a d e l p h i a• U K

• B u s i n e s s d e t e r m i n e t h e p r i o r i t i e s - M a r k e t i n g v s c l e a n i n g

• B u s i n e s s p r o m o t i o n b e s t d o n e b y b u s i n e s s e s

A TIME OF

RAPID CHANGE T H E W O R L D I S C H A N G I N G V E RY FA S T & W E N E E D T O A D A P T

U S E O F C I T I E S I S B E I N G R E D E F I N E D

20th century defined by motor transport

21st century will be defined by technology

A D V E N T O F M - C O M M E R C E

Mobile enabled website

Retailers must be multi-channel

Evenings & Sundays

O U R W O R K B E I N G S U P P O R T E D B Y G O O G L E & T W I T T E R

DIRECT IMPACT OF

M-COMMERCEM

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2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020

70

80

90

100

110

120

130

140

RETAIL SALES 2006 - 2020

Dept Store Textiles, Clothing & Footware

FACING

THE CHALLENGE

• THE BUILDING OF EXPERIENCE

• EVENING TIME USE

• 65% of people would shop if shops

stayed open later

• 80% of that 65% want to socialise as

part of the same trip

• DISTRICT IDENTITIES

• Each district must have its own

identity & range of offer

FOOTFALL

COMPARISON

H10 H11 H12 H13 H14 H15 H16 H17 H18 H19 H20 H21 H22 H230

20,000

40,000

60,000

80,000

100,000

120,000

140,000

160,000

Purple Flag Area Non-Purple Flag Area

Variety of shops

Value A good vibe Availability of brands

Nice places to meet

Nice bars0%

10%

20%

30%

40%

50%

60%54% 54%

29%26%

24%

14%

What determines where people shop?

UNDERSTANDING

THE PSYCHOLOGY

Yes No opinion No0%

10%

20%

30%

40%

50%

60%

70%

80%

90%82%

10% 8%

Do you shop in Dublin because of good amenities, restaurants & coffee shops?

EXPLORING THE

SOCIAL ASPECT

Younger people prefer to

socialise in the city.

40%of younger people shop in Dublin city for an ‘impromptu night out’.

shop where

their friends

socialise

60%

EXPLORING THE

SOCIAL ASPECT 40%REGAINING THE OLDER

DEMOGRAPHIC.

W O R K B E I N G U N D E R TA K E N B Y

G E R R Y FA R R E L L

S P E A K I N G T H R O U G H

P U B L I C AT I O N S

C I T Y I S S TA R T I N G T O B E S E E N

A S S A F E R

C O - O R D I N AT I O N O F A P P R O A C H

& N E X T S T E P S

COMPARISON WITH

SHOPPING CENTRES F A M I LY M A R K E T O P T S O F T H E O U T O F T O W N C E N T R E

R E A S O N S :

C O S T O F C A R PA R K I N G

C O N V E N I E N C E

E A S E O F A C C E S S & C E R TA I N T Y O F S H O P P I N G D U R AT I O N

C L E A N & S A F E

E X P E R I E N C E I S N O T M E N T I O N E D

F A R M O R E V U L N E R A B L E T O M - C O M M E R C E

D U N D R U M I S A L R E A D Y R E A C T I N G

BUILDING FOR

SUCCESS M A J O R I T Y O F D U B L I N E R S B E L I E V E C I T Y E X P E R I E N C E

H A S I M P R O V E D

O U T D O O R S E AT I N G

C o n t r a c t w i t h D u b l i n C i t y C o u n c i l

C l e a n i n g & s a f e t y

A c c e p t a b l e s t a n d a r d s

B E T T E R P E D E S T R I A N E N V I R O N M E N T

U S E O F W O L F E T O N E S Q U A R E

S H A R E D A C C E S S S PA C E S

HIGHLIGHTS

OF 2014 F O O T F A L L C O N T I N U E D T O I N C R E A S E : 2 . 1 M I L L I O N

E X T R A P E O P L E I N 2 0 1 4 & VA C A N Y R AT E S A R E J U S T

B E L O W 9 . 5 % , A R E D U C T I O N S I N C E T H E I R P E A K O F

1 5 . 4 % I N 2 0 1 0 .

W E B S I T E S Y N O P S I S : D i n e i n D u b l i n w e b s i t e s a w 1 4 8 , 0 0 0 v i s i t o r s a n d

4 0 0 , 0 0 0 p a g e v i e w s

D u b l i n Fa s h i o n w e b s i t e s a w 5 4 , 0 0 0 v i s i t o r s a n d

1 0 0 , 0 0 0 p a g e v i e w s

D u b l i n a t C h r i s t m a s w e b s i t e s a w 8 4 , 0 0 0 v i s i t o r s

a n d 5 7 3 , 0 0 0 p a g e v i e w s

1 1 0 , 0 0 0 f o l l o w e r s o n s o c i a l m e d i a w h o h a v e

s i g n e d u p t o f o l l o w u s a n d r e c e i v e p o s i t i v e

m e s s a g e s a b o u t D u b l i n c i t y o n a d a i l y b a s i s

HIGHLIGHTS

OF 2014

M O R E T H A N 6 0 R E S T A U R A N T S I N V O L V E D

A D D E D O N - S T R E E T E V E N T S I N C L U D I N G T H E H U G E L Y P O P U L A R D I N E I N D U B L I N F O O D P A V I L I O N

M E D I A V A L U E O F € 2 4 8 , 8 5 0

M O R E T H A N 1 5 0 R E T A I L E R S , B A R S , A N D R E S T A U R A N T S I N V O L V E D

I R E L A N D ’ S L A R G E S T F A S H I O N E V E N T

A D D I T I O N O N A N O T H E R E V E N I N G S H O W O N T H E S A T U R D A Y

M E D I A V A L U E O F € 1 . 3 M

F O O T F A L L O F 9 , 3 8 8 , 5 0 0 R E C O R D E D O N G R A F T O N S T R E E T - T H E H I G H E S T C H R I S T M A S F O O T F A L L L E V E L S I N C E 2 0 0 7 .

T H E C H R I S T M A S M A R K E T A T S T S T E P H E N ’ S G R E E N R E C E I V E D 7 2 6 , 6 0 0 V I S I T O R S O V E R T H E S I X W E E K S L E A D I N G U P T O C H R I S T M A S .

M E D I A V A L U E O F € 1 . 1 M

NEW PROJECTS FOR

DUBLINTOWN

P R O M O T I O N O F

D I S T R I C T A G E N D A S

C I T Y W I D E

L O YA LT Y S C H E M E

P A R K I N G & M O B I L I T Y

A S S I S TA N C E

M - C O M M E R C E

T R A I N I N G

DUBLINTOWN

DISTRICT GROUPS

CREATIVE QUARTER &

INTERNATIONAL RECOGNITION

HENRY STREET & DISTRICT BRANDING / PROMOTION

GRAFTON STREET &

SELLING THE EXPERIENCE

TALBOT STREET & ACCESS /

INFORMATION

DAME DISTRICT & CCTV /

PEDESTRIAN MOVEMENT

HIGHLY ATTENDED DISTRICT

MEETINGS