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NEWS AND MEDIA
EARLY EVENING ECONOMY RESEARCH
1 Mar 2011
The CCP has worked with partners to understand the reasons for the public not staying within the city centre between 5-9pm and what would make people want to stay in the city centre in that period
After several false starts, the early evening economy research has been completed. The project commissioned a local research company (Insight Track) to develop a research phase of the pilot to undertake qualitative focus groups and quantative on-street surveys.
There were numerous comprehensive conclusions detailed in the research (fully available to members) and included below are some headline considerations:
1) The greatest opportunity is likely to be 'upselling' to those with the highest propensity to be visiting the city centre -
Ages 16-44 (particularly ages 16-24)
Working (particularly city centre workers)
People who typically spend the daytime in the city centre
ABC1 social grades
Urban and sub-urban (particularly the former)
2) Public transport is likely to be a key enabler to generating footfall into the city centre in the early evening. Strong consideration should be given to any or all of the following:
Linking public transport times with events and opening hours
Linking promotions between buses, parking facilities, events, retailers and restaurants
Discount/loyalty schemes to encourage late night parking and/or bus use
3) Events are clearly an appealing concept to attract people into the city centre in the early evening, as is an increase in late night shopping hours.
4) There may therefore be an opportunity to 'brand' the city centre as a new and compelling early evening location
5) Integrating promotions between retailers, public transport, restaurants and leisure facilities are likely to have a great effect on encouraging visitation in the early evening and NCCP may wish to consider several joint ventures with local venues and facilities
The full findings of the research have been provided to the funding partners CCP, CSC Ltd and Norwich City Council and the implications of the outputs are to be utilised to provide evidence for the development of the Norwich BID (detailed above). The full presentation will shortly be available to members of the CCP on our website.
"City Centre Management is critical in building successful city centres. Businesses recognise improving the quality of the public realm is synonymous with delivering a better, more popular and more profitable trading environment. Property owners know that a better trading environment enhances the status of town centres and the demand for property. Transport Providers find that more attractive, accessible town centres strengthen our most efficient transport hubs and increases demand for modern transport systems. In fact all stakeholders benefit from a buzzing city centre. City centre management is the key to getting joined up action."
MARTIN BLACKWELL, Development Director, Association of Town Centre Management