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Research Findings for Norwich City of Ale June 2013

This report presents the research findings for the Norwich City of Ale festival held in June 2013. The study aimed to evaluate the impact of the event on pub visitors and their perceptions of the festival. The report includes respondent profiles, reasons for visiting, awareness of City of Ale, and suggestions for improvement. The research was conducted through face-to-face interviews with pub visitors using a structured questionnaire.

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Research Findings for Norwich City of Ale June 2013

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  1. Pub Visitor Research Research findings for Norwich City of Ale June 2013 Prepared by Insight Track Ltd. T: 01603 626800 E: intouch@insighttrack.co.uk

  2. Structure • Background • Research Objectives • Approach • Findings • Respondent profile • Reason for visiting • Impact of City of Ale • Summary

  3. Background • Norwich City of Ale Limited (NCoA) is a not-for-profit organisation with the mission to promote Norwich, nationally and internationally, as the UK City of Ale • One of the key activities undertaken by the organisation is to organise an annual festival as a celebration of real ale from local breweries to be held throughout the city in real ale pubs and other venues selling real ale (between 23rd May and 2nd June 2013) • In order to evaluate the success of the event, NCoA wish to monitor performance against key performance indicators in respect to how awareness of the event is generated, distances visitors tend to travel to the event and overall impressions of it • Therein the management team wished to undertake a modest research programme amongst pub visitors during the week of the event, this being pragmatically conducted within the prescribed budget of approximately £500

  4. Research Objectives The scope of the research covered the following in a brief interviewer conducted survey: • Basic profiling of visitor (gender, age, where travelled from) • Role of NCoA in prompting pub visit • Awareness of NCoA • How heard of NCoA • Frequency of drinking real ale • Impact of NCoA on frequency of visiting pubs and real ale drinking habits over the festival period • Rating and impressions of NCoA • Suggested improvements for NCoA 2014 • Favourite ‘new beer’ of the festival

  5. Methodology • 234 in-pub face-to-face interviews, spread across pub opening periods • Using a brief fully-structured questionnaire (13 questions) • Fieldwork conducted between 24th - 30th May 2013 (see slide 6) • Avoiding opening night • No screening quotas were applied (i.e. all pub visitors qualify for survey), although noting that we did aim to speak to Real Ale drinkers in the main • Two interviewersworked simultaneously in-pub in respect to health and safety considerations (notably evening work) • Two lunchtime shifts (12-2) (Thursday and Friday) • Two evening shifts (5-9) (Thursday and Friday) • We also had the help of a volunteer, Rob Whitmore, who carried out 40 of the interviews in pubs that Insight Track were not targeting (and to whom we are very grateful for the assistance)

  6. Sample: Pubs, time of day and date

  7. Findings: Respondent profile

  8. Respondent profile: Gender & Age • The majority of respondents are male, with a good spread across ages 25+ Base: 234 – all respondents; single response Q: Note respondent gender Q Which of the following age brackets do you fall into?

  9. Respondent profile: Where do they come from? • Two thirds of respondents are from Norwich/Greater Norwich and a further fifth are from wider Norfolk • 11% of respondents are from outside the county (17 of these 26 respondents said later in the survey that they came to that pub specifically for the NCoA) Base: 234 – all respondents; Open response 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 NR13?

  10. Reasons for visiting

  11. Impact of City of Ale on visiting the pub on that day • A quarter were in the pub on that day specifically for NCoA • Of those who did, the gender profile very much matches the overall sample profile • The ‘core’ age profile appears to be between ages 25-64 (and definitely ages 25+) Q: Did you come to this pub today for the City of Ale festival or were you coming here anyway? Profile of those who came specifically for City of Ale Core Base: 56 – all who came specifically for CoA; Single response Base: 234 – all respondents; Single response

  12. Impact of City of Ale on visiting the pub on that day • A third of those who came to the pubs for NCoA were from outside Norfolk • As a proportion, those interviewed in the Jubilee and The Plough were most likely to have specifically gone to the pub for NCoA (although noting a small base for these pubs) • 1 in 3 respondents had visited The Murderers, Fat Cat or King’s Head specifically for NCoA Q: Did you come to this pub today for the City of Ale festival or were you coming here anyway? Base: 234 – all respondents; Single response (‘Refused’ not shown) Base: 56 – all who came specifically for CoA; Single response

  13. Awareness of City of Ale • Over three quarters of respondents were aware of NCoA • Ages 45+ were the most likely to be aware, particularly ages 55-64 Q: Had you heard about the City of Ale festival before coming to this pub today? Base: 56 – all who came specifically for CoA; Single response Base: 234 – all respondents; Single response

  14. How found out about City of Ale • People who were aware of NCoA were most likely to have found out via a newspaper article (either in the EDP or Eastern Evening News) Who/where/which (N=number of responses) Q: How did you find out about the Norwich City of Ale festival? EEN (N=22) EDP (N=21) Friend (N=13) Pub staff (N=8) Family (N=4) Fat Cat (N=6) EEN (N=22) EDP (N=21) What’s Brewing (N=2) Base: 179 – all respondents who are aware of NCoA; Multiple response No specific place emerging

  15. Impact of City of Ale All respondents were read the following information for consistent understanding:Norwich City of Ale is a ten-day celebration of local pubs, breweries and real ale. Events are taking place between 23rd May and 2nd June across 41 pubs in Norwich. From barbecues to "meet the brewer" evenings, live gigs to pub quizzes there is a vibrant calendar of events with something for everyone.

  16. Real Ale drinking habits • Nearly three quarters of the people we spoke to are regular real ale drinkers Q: Broadly speaking, how often do you usually drink real ale? Regular ale drinkers – 74% Occasional ale drinkers – 12% Irregular ale drinkers – 15% Base: 234 – all respondents; Single response

  17. Impact of City of Ale on pub visiting/drinking habits • The NCoA has clearly had an impact on the behaviour of the people we spoke to, with almost half the sample saying they had been (or would be) visiting more pubs or drinking more real ale between 23rd May and 2nd June because of the City of Ale Q: Between 23rd May and 2nd June have you been, or will you be… Base: 234 – all respondents; Single response

  18. Impact on Real Ale drinking habits • Around half of regular and occasional real ale drinkers said that they had, or would be, drinking more real ale in Norwich than usual because of the NCoA festival Q: Broadly speaking, how often do you usually drink real ale? Vs. Q: Between 23rd May and 2nd June have you been, or will you be drinking more real ale in Norwich than usual because of the City of Ale festival Base: 234 – all respondents; Single response

  19. Rating of City of Ale Experience • Of those who gave an opinion, 89% rated their experience of the City of Ale as being ‘Good’ or ‘Excellent’ • This rises to 98% amongst those who visited the pub specifically for NCoA Q: How would you rate your experience of the City of Ale festival on the following scale? Mean = 4.4 out of 5 Base: 174 – all respondents who gave a rating; Single response

  20. Positives about City of Ale • Some of the key themes emerging as perceived positives… Q: What do you think are the best things about the Norwich City of Ale festival?  Promoting real ales / trying new ales  Promoting the pubs / encouraging people to try NEW pubs  Variety of real ales available  More vibrant pubs / atmosphere / bringing people together  Promoting Norwich / good for tourism  Highlighting / encouraging local breweries  Ale trail / pub crawl Base: 234 – all respondents; Open response

  21. What could be improved about City of Ale • Some of the key themes emerging as suggested improvements for City of Ale 2014… Q: What, if anything, could be improved about the City of Ale festival in the future? More advertising / promotion / advanced publicity Guide to what ales each pub is serving Last longer than 10 days (too many pubs to fit in) Cheaper ales More pubs quizzes Loyalty cards More samples Learning about real ale Transport/minibus Don’t coincide with half term Base: 234 – all respondents; Open response

  22. Favourite ‘New Beer’ of the festival so far • Lacons’ ales come out on top in terms of the number of mentions of ‘favourite new beer’ tried at City of Ale 2013; ‘Affinity’ was the most frequently mentioned ale Q: What has been your favourite NEW beer so far that you hadn’t tried before this City of Ale festival? 5 mentions No. of each brewery’s beers mentioned Base: 234 – all respondents; Open response

  23. Summary

  24. Summary • Overall, 1 in 4 pub visitors were at the pub that day specifically for NCoA • The majority of those visiting specifically for NCoA are male (around 1 in 7 are female) • The core age profile of those visiting specifically for NCoA is 25-64 • As might be expected, people visiting NCoA are most likely to be from Norwich; however, of the 56 people specifically visiting for NCoA, 1 in 3 were from outside Norfolk • Over three quarters (77%) of people we spoke to in the pubs were aware of NCoA • Newspaper articles, word of mouth and posters have been the most successful means of spreading the word • Almost half the sample said they had, or would be, both visiting more pubs and/or drinking more real ale than usual over the NCoA period • Almost half of regular and occasional real ale drinkers said they would be drinking more real ale than usual over the NCoA period • 9 out of 10 people rated their experience of NCoA as ‘good’ or ‘excellent’; 98% of those who visited specifically for NCoA rated their experience as ‘good’ or ‘excellent’ • The objectives of NCoA are being well-received – pub-goers appreciate the promotion of (an impact on) real ale, the pubs, local breweries and Norwich and like the variety of beers available • The key suggested improvement is actually a positive – promote the festival more • Lacons is being welcomed back, with Affinity receiving the most mentions for ‘favourite new beer tried so far’ and with the brewery receiving the most mentions overall

  25. Good luck with Norwich City of Ale 2014!

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