Evaluation of Norwich BID Events

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

2. Location travelled from • Spectators 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 code Q: 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?

3. Respondent profiles: age and gender • There was a fairly even split of men and women within the research participants • A wide range of ages were interviewed, although the slight skew towards those aged under 35 is likely to reflect the profile of event attendees Gender Age 42% 29% 28% % Base: 186 – all respondents, prompted, single code Q: Note respondent gender Q: Which of the following age brackets do you fall into?

4. Respondent profiles: social grades and household income • Respondents came from a cross-section of social grades • They also had a wide variety of household incomes, although amongst those who disclosed it there was a skew towards lower incomes Gross household income Social grades % Base: 186 – all respondents, prompted, single code Q: 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?

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

6. Prior awareness of events: who? • Older attendees were more likely to have had prior awareness of the events • Social grades A/B were notable more likely to have heard of the events • Women 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

7. Reasons for being in town Other activities in the city centre that evening (N=186) • One in ten came into town specifically for the events • While in town, other activities typically included eating/drinking and shopping Were the events primary reason for visiting city centre? (N=186) “Gorilla Trail” “Ghost Walk” % Base: 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 code Q: 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 code

8. Overall thoughts on events • 94% gave a positive opinion about the events • Key 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 positively Free Free (11%) Dynamic Outdoors Family friendly Variety (3%) Buzz (1%) Outside (3%) Children (4%) Alive (1%) Lively (5%) Music (4%) Street (3%) Public (1%) Family (1%) Sociable (4%) Entertaining Out and about (3%) Interesting (7%) Fantastic (1%) Different Entertaining (14%) Quality (1%) Unexpected (3%) Unique (1%) Fun (8%) Enjoyable (7%) Different (14%) Excellent (2%) Happy (2%) Good (18%) Original (1%) Great (3%) Surprise (2%) Spontaneous (2%) Base: 186 – all respondents, unprompted, open answer Q: What do you like about these events going on in the city this evening?

9. Spend in the city • Spectators had typically spent less than £20 that evening in Norwich, with nearly a third saying that they had not spent anything • Nonetheless, 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 Amount spent compared to expected spend (N=128) Amount spent (N=186) Base: 128 – respondents giving a specific amount spent Q: Is this more, the same or less than you expected to spend? Prompted, single code Base: 186 – all respondents, Q: Approximately how much have you spent in the city this evening (between 5.00pm-9.00pm) Prompted, single code

10. Suggested improvements: more publicity • 41% made a comment suggesting that higher awareness is needed “More marketing, advertising, knew nothing about the events” “More publicity needed; it's just by chance I saw it on the phone (on Facebook)” “Not heard about it, needs more publicity and adverts” “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” “Advertising would make it better as we didn't know it was on” “Publicise them so if I wanted I can get involved. Haven't seen anything about them at all” Base: 186 – all respondents, unprompted, open answer Q: What, if anything, could be improved about these events going on in the city this evening?

11. Suggested improvements: better co-ordination and timings • 9% said that the events needed better timing, and 4% specifically commented on co-ordination between the events taking place in the same evening Better timings Better co-ordination “The shows need to be short - 10 or 15 minutes and repeated more frequently” “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” “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” “More coordinated starting times - give you time to get between the events” “People don't want to wait to do the challenge” “Splitting the time between the events, coordinate the times” “There is too much of a time gap between sets” “Scheduling the events better so they don't run into each other” “Takes a long time. I've been waiting for the act to start” Base: 186 – all respondents, unprompted, open answer Q: What, if anything, could be improved about these events going on in the city this evening?

12. Suggested improvements: events themselves • A 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 music Multi-sensory Variety / more “Food events and tasting would make it more attractive” “More going on, people like this sort of thing” “Free drinks and nibbles - this bring people in and attracts them more” “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” “Congregated around pubs/restaurant areas so you can carry on eating/socialising” “More music - live music outside” “More concerts and food events” “Maybe a greater variety of acts” “I would prefer more jazz music as there doesn't appear to be much about” “I would like to see more magician acts” Base: 186 – all respondents, unprompted, open answer Q: What, if anything, could be improved about these events going on in the city this evening?

13. Key statistics Spectator profile • 42%of event visitors interviewed were aged 18-34, and there was a relatively even split by gender with 46% male and 54% female • Around 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 Norwich Event awareness • 27%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 on • 89%were attracted to the events while already in the city

14. Key statistics Event impact • 29%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 place • 27%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 events • 94% gave a positive opinion on the events • All events surveyed received a ‘good’ to ‘excellent’ overall ratings