Prepared by Insight Track Ltd. - PowerPoint Presentation

Prepared by Insight Track Ltd.T: 01603 626800E: intouch@insighttrack.co.uk Norwich BID Events EvaluationResearch findings for Norwich BID 7th October 2013

Location travelled fromSpectators were most likely to live within central Norwich (43%):NR1: 14%NR2: 11%NR3: 18%Those living in the Norwich suburbs were slightly fewer in number (22%):NR4: 7%NR5: 3%NR6: 4%NR7: 8% Some people from the outskirts of Norwich, as well as Great Yarmouth and the North Norfolk Coast, attended (typically comprising between 1-3% of audiences)9% lived beyond Ipswich and Peterborough (i.e. visitors)Base: 186 – all respondents, unprompted, single codeQ: Just so we can understand where people have travelled from, can I please ask what the first part of your postcode is e.g. NR1, NR31?

Respondent profiles: age and genderThere was a fairly even split of men and women within the research participantsA wide range of ages were interviewed, although the slight skew towards those aged under 35 is likely to reflect the profile of event attendeesBase: 186 – all respondents, prompted, single codeQ: Note respondent genderQ: Which of the following age brackets do you fall into? Gender Age42%29% 28%%

Respondent profiles: social grades and household incomeRespondents came from a cross-section of social gradesThey also had a wide variety of household incomes, although amongst those who disclosed it there was a skew towards lower incomesBase: 186 – all respondents, prompted, single codeQ: What is the occupation of the Chief Income Earner (CIE) in your household? Q: What is your approximate gross household income, i.e. before tax? Social grades Gross household income%

Prior awareness of events: where heard?Over a quarter had heard of the events before going into town that dayThis was predominantly via word of mouth or by seeing a previous event Heard of events before tonight? (N=186) Base: 186 – all respondents, prompted, single codeQ: Had you heard about the events that are going on before coming into the city this evening? Base: 50 – all respondents with prior awareness, prompted, multiple codeQ: How did you find out about the events going on this evening?Where heard about events (N=50)Friends (N=9)Acts themselves (N=4)City hosts (N=2)Streetlife (N=2)Citizen Magazine (N=1) Tourist Board (N=1)Involved with BID (N=1) %

Prior awareness of events: who?Older attendees were more likely to have had prior awareness of the eventsSocial grades A/B were notable more likely to have heard of the eventsWomen were more likely to be aware (30%) than men (23%)Heard of events, by age (N=185)Heard of events, by social grade (N=183)Base: all respondents giving their demographic details, prompted, single code

Reasons for being in townOne in ten came into town specifically for the eventsWhile in town, other activities typically included eating/drinking and shoppingBase: 186 – all respondents Q: Did you come to the city this evening specifically because the events are going on, or were you coming here anyway? Prompted, single codeQ: What else have you been, or will you be, doing in the city centre aside from watching the events this evening, between 5.00pm-9.00pm? Prompted, multiple codeWere the events primary reason for visiting city centre? (N=186) Other activities in the city centre that evening (N=186)“Ghost Walk”“Gorilla Trail”%

Overall thoughts on events94% gave a positive opinion about the eventsKey descriptors revolved around the entertainment value of the events and that they were ‘something a bit different’The fact that they were free was also viewed positivelyBase: 186 – all respondents, unprompted, open answerQ: What do you like about these events going on in the city this evening? Different (14%)Spontaneous (2%)Original (1%) Surprise (2%)Unexpected (3%)Unique (1%)Free (11%)Out and about (3%)Public (1%)Street (3%)Sociable (4%)Music (4%) Buzz (1%)Lively (5%) Variety (3%) Alive (1%) Children (4%) Family (1%) Outside (3%) Entertaining (14%) Good (18%) Fantastic (1%) Enjoyable (7%) Interesting (7%) Excellent (2%) Fun (8%) Great (3%) Quality (1%) Happy (2%) Entertaining Different Free Dynamic Family friendly Outdoors

Spend in the cityBase: 186 – all respondents,Q: Approximately how much have you spent in the city this evening (between 5.00pm-9.00pm) Prompted, single codeBase: 128 – respondents giving a specific amount spentQ: Is this more, the same or less than you expected to spend? Prompted, single code Amount spent (N=186)Amount spent compared to expected spend (N=128)Spectators had typically spent less than £20 that evening in Norwich, with nearly a third saying that they had not spent anythingNonetheless, a quarter had spent more than they had expected while only a tenth spent less; amongst those spending money, the net rise in those spending more was 17%, although noting that we cannot categorically attribute cause and effect for this net increase in spend

Suggested improvements: more publicity41% made a comment suggesting that higher awareness is neededBase: 186 – all respondents, unprompted, open answerQ: What, if anything, could be improved about these events going on in the city this evening? “Publicise them so if I wanted I can get involved. Haven't seen anything about them at all”“More publicity needed; it's just by chance I saw it on the phone (on Facebook)” “More publicity - knew nothing about it and wasn't aware the drumming was an organised event - thought it was just people standing around - only realised when we walked back this way and they were in action”“Not well attended, more advertising needed”“Not heard about it, needs more publicity and adverts”“More marketing, advertising, knew nothing about the events” “Advertising would make it better as we didn't know it was on”

Suggested improvements: better co-ordination and timings9% said that the events needed better timing, and 4% specifically commented on co-ordination between the events taking place in the same eveningBase: 186 – all respondents, unprompted, open answerQ: What, if anything, could be improved about these events going on in the city this evening? “More coordinated starting times - give you time to get between the events”Better co-ordination “There needs to be more advertising telling you how to get between A and B and the times when the shows start at each venue”“Splitting the time between the events, coordinate the times”“Scheduling the events better so they don't run into each other”“There is too much of a time gap between sets” “Wasn't going to hang around waiting for act to start outside St Andrews Hall - and it was going to last over half an hour - too long” “The shows need to be short - 10 or 15 minutes and repeated more frequently” “Takes a long time. I've been waiting for the act to start” Better timings “People don't want to wait to do the challenge”

Suggested improvements: events themselvesA few commented that more variety, quantity or multi-sensory events (i.e. more of a festival feeling) could enhance the project; 2% specifically mentioned food and a similar number were interested in more musicBase: 186 – all respondents, unprompted, open answerQ: What, if anything, could be improved about these events going on in the city this evening? “I would like to see more magician acts”Variety / more “Congregated around pubs/restaurant areas so you can carry on eating/socialising”“I would prefer more jazz music as there doesn't appear to be much about”“Maybe a greater variety of acts”“More going on, people like this sort of thing” “Free drinks and nibbles - this bring people in and attracts them more” “Food events and tasting would make it more attractive” “More concerts and food events” Multi-sensory “More music - live music outside” “Make a proper evening of it not just one thing” “More events in the evening to make it worthwhile staying in the city for longer”

Key statisticsSpectator profile42% of event visitors interviewed were aged 18-34, and there was a relatively even split by gender with 46% male and 54% femaleAround a fifth (21%) had children in their household (slightly lower than the national average)43% of spectators lived within central Norwich (NR1-NR3), with 57% living in the outskirts, or outside NorwichEvent awareness27% had prior awareness of the events before visiting, with word of mouth being key in raising awareness 11% came into Norwich specifically because the events were going on89% were attracted to the events while already in the city

Key statisticsEvent impact29% intended to visit, or had visited, Norwich more often than usual (between 5-9pm) over the event period as a result of the events taking place 25% intended to visit, or had visited, more areas of Norwich than usual (between 5-9pm) over the event period as a result of the events taking place27% of those spending money that evening spent more than they expected to (although noting we can’t categorically directly attribute this increase to the events)Opinions of the events94% gave a positive opinion on the events All events surveyed received a ‘good’ to ‘excellent’ overall ratings