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LINCOLN AT CHRISTMAS

LINCOLN AT CHRISTMAS Matt Corrigan Chief Executive Lincoln Business Improvement Group LINCOLN AT CHRISTMAS Why is Christmas Important Christmas Planning Christmas Events Seasonal Decoration Christmas Marketing Why Christmas is Important Why Christmas is Important

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LINCOLN AT CHRISTMAS

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  1. LINCOLN AT CHRISTMAS Matt Corrigan Chief Executive Lincoln Business Improvement Group

  2. LINCOLN AT CHRISTMAS • Why is Christmas Important • Christmas Planning • Christmas Events • Seasonal Decoration • Christmas Marketing

  3. Why Christmas is Important

  4. Why Christmas is Important

  5. Why Christmas is Important

  6. Why Christmas is Important • Trade • Tradition • Town Centre

  7. Christmas Planning • Major Retailers Group • City Tourism • Mayor’s Office • Local Media

  8. Christmas Planning • February - Initial Planning • April - Confirmation of Major Events • July - Christmas Newsletter • August - Media Partners Selected • August - Christmas Decoration Contracts • Early Sept - Publicity Deadline • End October - Publicity Distribution • November - Events Start

  9. Christmas Events • Christmas Market • Ice Rink • Christmas Lights Switch On • Late Night Shopping • Light a Light • Christmas Wreaths • Farmers Markets and Craft Fairs • Busking • Carol Concerts

  10. Lights Switch On and Late Night Shopping

  11. AND LOTS MORE!

  12. Seasonal Decoration • Aging Decorations • Cheaper in long run to replace not repair • LED - “Plug and Play” • Christmas Tree Scheme • Free Standing Trees • Tree Lighting

  13. Christmas Marketing • Collaborative Process • Brochure 100,000 copies • Web Sites, Email, PR • Part Sponsored, Part Advertising • Theatre Sponsorship

  14. SECURITY ACCESSSTREET MANGEMENT

  15. TOTAL INVESTMENT IN CHRISTMAS IN LINCOLN • Christmas Market £500,000 ? • Ice Rink £130,000 • New Lights £100,000 • Late Shopping etc £10,000 • Christmas Trees £20,000 • Marketing £30,000 + • Other £? • Staff Time £? Circa £1m ?

  16. INVESTMENT BY LINCOLN BIG • Ice Rink - net £30,000 • New Lights Contribution - £10,000 • Late Shopping etc - £4,000 • Christmas Trees etc - net £12,000 • Marketing Lincoln BIG - net £6000 • Plus Staff Time - £20,000 + Net £80,000 = 25% BID Levy Gross £200,000 = 25% of Turnover

  17. CHALLENGES • CHRISTMAS IS HIGH PROFILE • CHRISTMAS IS BIG BUSINESS • RELATIONSHIPS Local Media - Local Government • THE WEATHER !

  18. WHAT WORKS FOR ONE MIGHT NOT WORK FOR ALL

  19. Lessons • Right Time - Right Place • Partnership Working

  20. City Centre Manager’s Office

  21. There is no such thing as the perfect Christmas !

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