We were required to conceive, design, advertise and manage a 12-month events programme that would complement Letchworth BID’s activities, representing businesses and engaging with local families; the goal being to increase footfall and encourage repeat visits.
We planned a series of family friendly events where children – and their families – could demonstrate their creativity and make new friends. The events schedule, called Summer of Fun, combined free-to-attend entertainment (Mega Mondays), craft workshops (Workshop Wednesdays) and weekly physical activities (Fitness Fridays). In addition, every child was given their own Passport to Fun, which listed all events. Each passport could be personalised and allowed sections for attendance stickers – encouraging repeat event visits. After collecting 6 or more stickers, attendees were rewarded with a unique Kids’ Club Super Star pack.
Businesses of Letchworth also received passports, which they piggybacked and promoted. Retailers were encouraged to offer unique event day offers and discounts, adding greater retention value to becoming a Kids’ Club member.
The events were promoted on the shopping centre’s website, poster sites and on their own social media platforms.
Organic social media activity for the events reached over 120,000 people, with an engagement rate of 6%. The average footfall increase during event days was 26%. Positive uplift in sales was reported in the shopping centre’s key stores.
Event feedback from attendees included the below from a Facebook follower:
“Such wonderful and well thought through entertainment this year, the children have enjoyed cinema, theatre, robotics and more to come! I think you would have to go a long way to find a shopping centre with better on offer! You have been key to summer holiday boredom busting… THANK YOU! Very much looking forward to the Christmas lights switch on this year as it’s always great.” – Anna Blacklaw