Post on 22-May-2020
Welcome & Introductions
Barrie KellyCEO, Visit Greenwich
Discussion Topics
1. New Events Strategy
2. GMT/SRG
3. Destination Performance
4. What’s New for 2018
5. Discover England Product Development Fund
6. Visit London Campaign
7. Accommodation Booking System
Events Strategy
Dr James Kennell & Pamela ZigomoTourism Research Centre, University of Greenwich
Overview
• Aim of the project
• Methodology
• Key points from the analysis
• Strategy overview
• Focus: Implementation
Aims
• Produce an events strategy to cover 2018-2020
• Calendar of major events
• Identify gaps and opportunities for new events
• Decision making framework for evaluating event enquiries and proposals
Methodology
May – July 2017
Data analysis and destination review
T-Stats
DMP review
Competitor analysis
June - September 2017
Key stakeholder interviews
VG
RBG
17 Events Stakeholders
September – December 2017
Report production
Presentation to VG Board
Revisions
Sign Off – February 2019
Data analysis: key points
• Busiest event periods: July – September
• Periods for Growth: October – February, May & August
• July (GDIF) – biggest impact on some key indicators
• November (ATP & WTM) – biggest impact on hotel revenues
• Relationship between events and visitor impacts not fully developed
Accommodation data
•Occupancy rates
•REVPAR
Destination data
•Footfall
•Attractions
•Free vs Paid
•Transport usage
Influences
•Sunlight hours
•Max temp
•IPS data
•Exchange rates
Events
•Frequency
•Profile
•Type
Stakeholder interviews: key points
• Much more activity than currently captured by VG or RBG
• Heritage focus of the destination can overwhelm more ‘contemporary’ activity
• Night-time economy underdeveloped
• Woolwich creative district offers huge opportunities
• Communication and co-ordination can be enhanced
Key elements of the strategy
• Making Greenwich an ‘eventful destination’
• Destination-first programming
• Destination-wide programming
• New role for Visit Greenwich
• Greenwich as a night-time destination
• Pillar Events
Programming new events – Destination 1st
Timing
Impact
Stakeholders
Eventfulness
Focus: Implementation
• New event sub-group from the VG board – with EM membership
• Using technology to enhance communication
• An online calendar of events for partners and visitors
• Partner events toolkit
• RBG Events sub-brand
Eventful Greenwich - “an exciting, dynamic place to visit, where something is always going on in amazing settings”
Questions
Event Organiser Perspectives
Jason CotillardGreenwich Music Time
Janet DenneOld Royal Naval College
Laurens WinkelSail Royal Greenwich
Janet DenneOld Royal Naval College
EVENTSOld Royal Naval College
The Site
• Painted Hall
• Chapel
• Visitor Centre
• Grounds
• Riverside location
Our ambition
- inspire local pride and world-wide acclaim
- create rich and memorable cultural experiences
- inspire the public via a stimulating artistic programme
To become an extraordinary cultural destination
Events
Book FestivalGreenwich and Docklands
International Festival
Thames Barge Race
Jaguar cars
Greenwich Music Time
Internal Events
Tours
Lectures
Immersive events
Lates
Jason Cotillard & Gemma VaughanGreenwich Music Time
Cuffe & Taylor / Live Nation
W H O I S G R E E N W I C H M U S I C T I M E
• Global leader of live entertainment
• 71,000,000+ fans.
• 90+ festivals globally
• Operate 196 venues across 11countries.
• Manage over 500+ artists.
• world’s leading ticketing company
• 484,000,000+ tickets sold across 28 countries
C O N S I D E R A T I O N S
• Local visibility• On site marketing opportunities
• Location• Public perception of where
Greenwich is.
• Operations• World Heritage Site• On-Site Partners• Security
G R E E N W I C H M U S I C T I M E
• Established in 2014
• In the grounds of a World Heritage Site –The Old Royal Naval College
• Largest seated outdoor venue in London
• Marketing Statistics (2017):
• National Media Spend: £158,000
• Media Reach: 17,271,420 people
• Cuffe and Taylor email database: 450,000+customers (47% open rate)
A U D I E N C E
1.0%5.0%
19.0%
29.0% 27.0%
12.0%7.0%
0.0%
10.0%
20.0%
30.0%
40.0%
13-17 18-24 25-34 35-44 45-54 55-64 65+
Ticketholder Age Breakdown
• Audience Statistics (2017):• 38% Male / 62% Female• Average group size: 2.62• General Admission + VIP Hospitality
upgrades• Top personicx audience group: ‘Mature
Money’• Very High Affluence
LONDON = 46% of ticket sales
P O S T C O D E D A T A
O P P O R T U N I T I E S
• £1 billion generated by music tourism in London in 2016
• 3.6 million music tourists attending music events in the capital in 2016
• 8,615 full time jobs sustained by music tourism in 2016
• 40% of audience music tourists.
(UK Music: Wish You Were Here Report 2017)
P A R T N E R S
Laurens WinkelSail Royal Greenwich
Tall Ships Events in Royal Greenwich
Greenwich Home of Tall Ships
Tall Ships Events in Royal Greenwich
• 2012: Sail Royal Greenwich (Olympics)
• 2013: Sail Royal Greenwich
• 2014: Royal Greenwich Tall Ships Festival
• 2015: Sail Royal Greenwich
• 2016: Sail Royal Greenwich
• 2017: Royal Greenwich Tall Ships Festival
• 2018: Sail Royal Greenwich 4-8 July 2018
• 2019: Sail Royal Greenwich?
• 2020: Royal Greenwich Tall Ships Festival?
Festival!
Key event details Tall Ships Festival• Proposal: every 3 years: 40+ Tall Ships
• Ship visits – Thu to Sat at Greenwich Ship Tier
& Woolwich Ship Pier
• Fireworks – Greenwich Wed / Thu / Fri
• Tall Ships Cruises B2C / B2B– Thames Tall Ship Cruise: 11am, 2pm, 5pm
– Thames Tall Ships Cruise + Fireworks: 8.30pm
– VIP Thames Tall Ships Cruise: 7pm
• Captain’s Dinner – Thursday
• Crew Party – Friday evening
• Crew Sports Programme – Friday morning
• Farewell fireworks – Saturday, Woolwich
• Parade of Sail – Sunday, Greenwich 5pm
Key event details Sail Royal Greenwich• Proposal: every year: 10 Tall Ships
• Focus: Woolwich Arsenal
• 2018: 4-8 July (for the first time in the summer)
• Ship visits –Woolwich Sat AM (local residents)
• Fireworks – Greenwich Wed / Thu / Fri, Woolwich Sat 9:45pm
• Hospitality Cruises + Deck Parties
• B2C Tall Ships Cruises (ticket sales starts 1 May)– Thames Tall Ship Cruise: 11am, 2pm, 5pm
– Thames Tall Ships Cruise + Fireworks: 8.30pm
– VIP Thames Tall Ships Cruise: 7pm
– NEW: VIP Thames Tall Ships Cruise + Passage Tower Bridge |
Sunday Brunch 12noon
Partner Up
• Joint Promotions
• Ticket Packages
• Benefits for your communities
• Promote 2020 plans
laurens.winkel@sailroyalgreenwich.co.uk
Thank You
Destination Update
Barrie KellyCEO, Visit Greenwich
Destination Performance 2013 to 2017
Projected Growth
Actual Growth
26% economic growth
Destination Performance
Destination Performance
Hotel Occupancy RevPAR Attractions River DLR
+7.5%
+12%
+2%
FLAT FLAT
2017
Destination Performance
+2.6%
-0.7%
+2%
Jan-Feb 2018 v Jan-Feb 2017
Hotel Occupancy
RevPAR
Attractions
River DLR
Southeastern
+56%
-11%-6%
What’s New for 2018
Discover England Product Development Fund
English Historic Cities= The Collection
Discover England Product Development FundCuration
DEPDFCuration
12
3
Do they feel EHC enough? Hit the mark on general appeal and EHC connection Can stray a little close to ‘classroom’ at the moment
POWER AND STRIFEGAME CHANGERS
DARK HISTORYGREAT THINKERS
LIVE LIKE A LOCALWELLNESS AND RESTORATION
DEPDFCuration: Themes
Live Like A Local
It has a personal feel. It's kind of being a Londoner, experiencing the markets, the
food. It just has a more intimate feel. I'm not sure how to explain it. It's like being part of it, which is a nice experience. It's the more
common side or the more everyday experience
Travel down the River Thames, discover howLondoners have lived for 2000 years, visit the placewhere the world’s time is measured from andfollow the lives of characters in a story written 650years ago! You can’t miss Tower Bridge, the famoussymbol of London where you can ascend to thehigh-level walkways where you can have stunningpanoramic views - and take some photos of yourfeet as you look down on London life through theglass walkway. But why not follow that with a visitto a local street market to soak up the atmosphere,sample some delicious food and buy some uniquesouvenirs at Brick Lane Market (vintage,collectables), Borough Market (food) or GreenwichMarket (antiques, fashion and food).
“
”
Escape to the Greats
I did find it always interesting to see where famous people lived and common historical
people like William Shakespeare or Isaac Newton. So in that sense, to see their homes and how and where they lived, I think that's
interesting and I do like that angle.
Leave London behind and visit some of England’soldest towns and villages, famous for being thehomes of William Winston Churchill and Sir IsaacNewton. You can explore the birth place of theworld’s most famous author, visiting theCommandery Museum in Worcester to learn aboutthe English Civil War and a tour of Christ ChurchCollege in Oxford University. And for somethingdifferent, a visit to the pub where Charles IIescaped.
“
”
Dark History
When I think of like, witches and castles, it just sounds like a, not like a fairy tale, but
you know what I mean, kind of like a novel or a book that's fun. Which maybe that's why in America we think this is like, fun,
because we think it's Halloween-ish.
Explore the dark side of England’s history, frommurder and intrigue to witches and England’s onlycursing stone! You could try a visit to LancasterCastle to explore the dark history on a guided tourwhere witches stood trial. Then you could followthis up with a trip along the Pendle Witch trail,which follows the route the Pendle Witches tookthrough the Ribble Valley to Lancaster Castle wherethey stood trial.
“
”I find it fascinating, because to me the British are
so prim and proper, so the fact that there is a murderous, dark history to the country, I find
fascinating, because it goes against what I think.
“
”
DEPDFCuration: Products
DEPDFCuration: Itineraries
Tower Bridge Tower of London Greenwich Canterbury Cathedral
DEPDFInterpretation
DEPDFMarketing
DEPDFWelcome
Visit London CampaignQ3 Results, Dec 17 – Feb 18
Page ViewsTarget: 1 million +To date: 969,913Progress: 97%
Facebook ReachTarget: 4 millionTo date: 4,613,840Progress: 115%
Email ReachTarget: 690,000To date: 727,649Progress: 105.4%
InstagramTarget: 1 millionTo date: 999,000Progress: 99%
Competition EntriesTarget: 25,000To date: 35,334Progress: 141.3%
TwitterTarget: 2 millionTo date: 1,624,495Progress: 81.2%
Visit London CampaignComing in Year 3
• Stay in Greenwich – pushing the new accommodation booking system
• Content for international markets in multiple languages
• Bundles, packages and building itineraries
• New video content for social media
• Visit London App – enhancing Greenwich’s presence on it
Accommodation Booking System
Accommodation Booking System
Accommodation Booking System
Questions