eventful places slides

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

Jean Ball MIPMEventful Places

Email: jean@tbld.co.uk Twitter: @JeanBall1

Phone: 07770 416649