summer festival report 2014
DESCRIPTION
Read the BID's report for its 2014 Summer FestivalTRANSCRIPT
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2014 Summer Festival Report
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The Summer Festival - What they said
Friendly, well-organised, passionate
Cultural, accessible, enjoyable
Awesome, amazing, super! Exciting, stimulating, moving
Sociable, relaxed, lively
Delightful, fun, inclusive
Spiffijng, smashing, lush
Entertaining, different, imaginative
Zany, professional, refreshing
Atmospheric, engaging, thrilling
Magic, interesting, fantastic
Vibrant, captivating, anarchic
Heart-warming, lovely, creative
Inventive, outstanding, brilliant
Original, unexpected, arresting
Wow, spectacular, happy
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Contents – p.3
An Introduction to the HammersmithLondon Summer
Festival – p.4
Theatre in the Square – p.5 & 6
Wimbledon – p.7 & 8
Picnic in the Square – p.9 & 10
Royal Opera – p.11 & 12
Business Feedback – p.13
Social Media – p.14
Press Coverage p.15 - 20
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HammersmithLondon Summer Festival 2014 – an introduction
Once again Hammersmith became a cultural hub as the BID organised London’s biggest free festival and drew thousands of people into the area.
Now in its seventh year, the HammersmithLondon Summer Festival offered workers, residents and visitors a bumper summer of cultural delights, all taking place in Hammersmith’s Lyric Square.
The festival got underway in May with the month-long Theatre in the Square season, organised in partnership with the Lyric Hammersmith and featuring some of the best up and coming theatre companies in the country.
More people than ever before watched as fearsome creatures were discovered in The Beasts, melancholy vaudevillian ghouls performed in The Itinerant Music Hall, a colourful dreamlike world was brought to life in Made Up Stories From My Unmade Bed and the full range of bus stop emotions were conveyed in Full Stop. The HammersmithLondon deckchairs were filled for each performance, as shows ran during Tuesday and Wednesday lunchtimes and after work on each performance’s first day.
While we may not have reignited the dizzying euphoria of last year’s historic final, Wimbledon was once again a crowd pleaser, as tennis fans headed to Lyric Square in their droves to bask in the sunshine and watch the world famous tournament.
During Wimbledon fortnight we displayed a snapshot of what Hammersmith could look like in the future, as drawings and models created by local schoolchildren were on display as part of the London Festival of Architecture. Over two days, people flocked to see how the bright minds of tomorrow would alter the town, which included removing the flyover and installing cable cars, viewing towers and even some giant robotic pigeons.
As soon as Wimbledon ended we were gripped with Tour de France fever as the world’s most famous sporting event staged Le Grand Départ in Britain. To celebrate it coming through London we showed live coverage of the race on big screen, while also offering free Dr Bike sessions and giving out free cycling maintenance tips.
This also marked the start of our Picnic in the Square events, when we rolled out the turf and encouraged people to get out on their lunch breaks by joining us on our 30ft long picnic table. Youngsters from Albert & Friends delighted passers-by during week one with their fantastic tight-rope, tumbling and juggling skills and the soothing sounds of festival supporter Radio Jackie, were played during week two.
The festival was brought to a close with our ever-popular live opera night. Around 600 people came to Lyric Square to watch the live broadcast of La bohème which was streamed from the Royal Opera House directly to the HammersmithLondon Big Screen including the borough’s newest mayor, who gave the performance a resounding two thumbs up.
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Theatre in the Square
Lyric Square, Hammersmith’s premier public space, took on a new role this summer when it became
an open air stage for four very different productions.
Each Tuesday and Wednesday, crowds would flock to the area to
watch as four up-and-coming theatre companies delighted and
thrilled through a rich mix of storytelling. Shows ran during both
lunchtimes and on Tuesday evenings.
A combination of acting, puppetry, music and dance were used to tell
tales about melancholy ghosts, bus stop romance, child-like dreamers
and game zoologists. A varied and family-friendly line-up proved to be
a winning formula for this year’s Theatre in the Square season as
audiences responded positively. All the HammersmithLondon
deckchairs were filled up for each performance and many people
commented to the team that they had watched the shows multiple
times.
By working with the Lyric Hammersmith we were able to promote the
Summer Festival and the BID to a wider audience, specifically to those
who may not have attended a HammersmithLondon event before.
We were also able to support the Lyric Hammersmith as not only did we run an exclusive Privilege
Card deal offering two for one drinks during Tuesday evening performances but we were able to
showcase the work of the theatre to the public.
When we asked the public many had ever been to the Lyric Hammersmith, only 61% said yes, but a
further 70% said the performances would encourage them to do so. This shows that during the
theatre in the square season we were successful at increasing awareness of the BID and the theatre.
Furthermore 82% of people rated the event as very good or excellent and everyone surveyed said
they felt it made the area seem more vibrant.
The Beasts by Bucket Club
May 27 & 28
The Itinerant Music Hall by Flipping the Bird
June 3 & 4
Made Up Stories From My Unmade Bed by Page One Theatre
June 10 & 11
Full Stop by Light the Fuse
June 17 & 18
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74%
9%
17%
Yes
No, and I'm not planning to
Not yet, but I'm planning to
Have you spent any money in Hammersmith today?
5%
2%
7%
15%
64%
3%
3%
1%
Website
E-news
Flyer / Ad
Word of mouth
Saw it happening
Lyric Hammersmith
Social Media
Other
How did you hear about this event?
72%
27%
1%
Much better than I thought
Made no difference
Much worse than I thought
How has this event changed your perception of
Hammersmith?
34%
31%
35%
Work
Live
Visit
Do you work/live/visit Hammersmith?
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Wimbledon
Although we missed out on another histrionic Andy Murray final, the Wimbledon tennis
championships were once again an exhilarating crowd pleaser.
Such is its popularity that it does not matter whether the defending British champion is playing, as
Hammersmith becomes a go-to place for watching the tennis live on the big screen.
Once again we showed the tournament in its entirety and we were, for the most part, blessed with
good weather. Aside from one soggy Saturday our weekend and evening showings were just as
popular as the daytime screenings, suggesting that not only were workers staying later, but that
residents and visitors were making good use of the offer available to them.
As is shown in the graph below, the overwhelming majority of people stopped to watch the tennis as
they saw it unfurling in Lyric Square. This is a slight increase on the 77% of 2013 and 70% that ‘saw it
happening’ in 2012.
At 46% it is nice see that almost half the crowd were made up of employees and it is encouraging
that there were so many visitors watching the tennis and thereby enjoying a better Hammersmith
experience.
This year we also had the added bonus of being featured in both the Radio Times and Time Out as
one of the best places to watch the tennis in London. (See press coverage p.16) We received
positive feedback from people who said they had seen this coverage and had travelled to
Hammersmith specifically to watch our big screen.
The big screen coverage of Wimbledon remains an important staple in the BID’s events calendar as it
brings people to the town centre, drives up spend –92% of people had or were planning to spend
money - and helps to make the area more vibrant. Furthermore almost 100% of people surveyed
think the coverage is very good or excellent and this is a figure that has remained consistent over the
past two years.
We also showcased two London Festival of Architecture events during the fortnight, in which we
invited local school children to imagine what Hammersmith could look like in the future. Working
with architecture students from the University of Westminster and Oxford Brooks, pupils and
students produced a mixture of drawings and models which were displayed to the public. Each
participating child received a certificate and a medal. The competition was organised by West
London Link Design, a group of local architectural practices supported by HammersmithLondon
Business Improvement District, to build on the success of the group’s Hammersmith Flyunder
project, first showcased at the 2012 London Festival of Architecture.
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80%
8%
12%
Yes
No, and I'm not planning to
Not yet, but I'm planning to
Have you spent any money in Hammersmith today?
45%
26%
29%
Work
Live
Visit
Do you work/live/visit Hammersmith?
63%
37%
Yes
No
Have you ever been to a BIG SCREEN event like this before?
73%
27%
0%
Much better than I thought
Made no difference
Much worse than I thought
How has this event changed your perception of Hammersmith?
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Picnic in the Square
The circus came to town in July as we built on the success of last year’s inaugural Picnic in the Square
by expanding the offer for 2014, to accommodate cyclists, yoga enthusiasts and tightrope walkers.
We rolled out the turf, put out the picnic tables and created a very enjoyable lunchtime atmosphere
over five days in Lyric Square.
Starting immediately after Wimbledon, our first day coincided with the Tour de France travelling
from Cambridge to London. To capture the cycling mood we showed live coverage on the big screen
and provided a free Dr Bike service for levy-payers, which included a bike mechanic giving health
checks and providing useful safety and maintenance tips.
For the next two days, the lunchtime crowds were wowed by the skills of local schoolchildren as
Albert & Friends Instant Circus performed a wonderful show which included tight-rope walking, ball
balancing, juggling and tumbling.
During the second week we invited local levy-payer Lumi Power Yoga to run free outdoor taster
sessions, which was not only well attended but included a real mix of participants who were
unphased as they performed multiple mountain poses and downward dogs in front of a curious
crowd.
All throughout the Picnicking events we broadcast festival supporter Radio Jackie through the big
screen to help provide Lyric Square with a more pleasant and vibrant atmosphere.
This year’s programme for Picnic in the Square was welcomed by workers, residents and visitors as
97% thought it made the area more vibrant, 94% rated both Lumi Power’s demonstrations and the
Picnic in the Square as very good or excellent and 90% said they would return to Hammersmith for
similar events.
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77%
23%
0%
Much better than I thought
Made no difference
Much worse than I thought
How has this event changed your perception of Hammersmith?
94%
6%
0%
Yes
No, and I'm not planning to
Not yet, but I'm planning to
Have you spent any money in Hammersmith today?
42%
29%
29%
Work
Live
Visit
Do you work/live/visit Hammersmith?
26%
71%
3%
Yes
No
Not sure
Had you heard of Lumi Power Yoga?
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Live from the Royal Opera House
A much loved and heart-wrenching love story brought the festival to a close as we showed the
classic opera, La bohème live on the big screen.
A popular date in the diary, the annual live stream from the Royal Opera House provides us with a
unique opportunity to showcase Hammersmith to a new and diverse crowd. As one of only a handful
of London locations to take part in the BP Big Screens season we know that many people travel to
Hammersmith for this event. Of the people we asked, 64% had previously been to Covent Garden’s
Royal Opera House, so we know that a fully formed opera crowd is coming to Hammersmith for this
one evening.
As Hammersmith is trying to re-establish itself as more of a cultural and leisure destination it is good
for the town to be associated with the opera as it allows us to bring more people into the area, who
might have otherwise not have come. In 2013, 50% of the crowd were made up of visitors and this
year’s figure was slightly higher. Unlike our other summer events, people make plans around the
opera performance which drips back into the evening economy – 86% of the crowd spent money in
the area by the end of the night. What is particularly interesting is that of the people asked, 56% had
been to an outdoor event like this before, meaning that this outdoor screen was a new experience
for almost half the crowd. What makes this especially reaffirming is that 97% rated our opera
evening as very good or excellent.
80%
14%
6%
Yes
No, and I'm not planning to
Not yet, but I'm planning to
Have you spent any money in Hammersmith today?
24%
16%
36%
14%
10%
Website
E-news
Flyer / Ad
Word of mouth
Saw it happening
How did you hear about this event?
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93%
2%
5%
More Likely
Less Likely
Don't Know
Has this event made you more or less likely to attend Hammersmith's outdoor events in the
future
56%
44%
Yes
No
Have you ever been to a BIG SCREEN event like this before?
18%
30%
52%
Work
Live
Visit
Do you work/live/visit Hammersmith?
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Business Feedback
This year’s summer programme helped to increase footfall and dwell time resulting in a
much busier and more energetic town centre.
Businesses told us they enjoyed a buoyant summer as a result of the festival and that
Hammersmith had a warm, vibrant feel to it. This is in contrast to 2013 when many traders
felt the pinch as a result of major building projects being undertaken in the town at the
time. This year the majority of businesses experienced a fruitful summer with many of them
far surpassing their targets.
Businesses in close proximity to Lyric Square tend to benefit more than those further out,
but most retailers in King Street told us the festival had a positive impact. In the past 12
months there has been an influx of new shops and restaurants in the area, and not only
were they very impressed by the festival and what it did for the local community, but they
felt it also helped to increase their trade. They told us that spend had increased on days that
events were being held on the square and that dwell time was much more noticeable on
Tuesdays and Wednesdays. Furthermore they were delighted that their staff could also
enjoy the festival on breaks and after work.
Clothing retailers enjoyed a prosperous summer as the prolonged hot weather caused a
spike in their seasonal ranges and this helped them to achieve a year-on-year increase in
sales and footfall. This was a similar situation for pubs, who did not benefit at all from the
World Cup but enjoyed a strong summer as the warm weather caused people to stay in
Hammersmith longer.
Businesses that took part in our daily App competition (see digital presence) were extremely
enthusiastic about the response they received. Participating restaurants welcomed new
customers who had heard about them through the publicity for the competition and
expressed an interest in working with the BID next year on a similar scheme.
One recurring point raised by many businesses is that traffic towards the bottom end of King
Street could be improved. Traders located further form Lyric Square don’t always reap the
benefits of the festival so expressed an interest in becoming more involved in the future.
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Digital Presence
The Summer Festival provides us with a unique opportunity to engage with workers, residents and
visitors in a new and innovative way. Throughout the programme of events we use our many
different digital platforms to inform and communicate. The website, our app, and all our social
media accounts - Facebook, Twitter and Instagram - are updated daily and we use these tools as a
way to notify our followers of upcoming events, to publish news items and to answer queries.
With the festival bringing so many people into the area, it provides us with a good platform to
extend our digital reach. During the festival we ran a daily prize giveaway in an attempt to increase
the number of people using our app.
Using all of the above channels we encouraged people to download the app, and then sent a
Hammersmith related question as a notification each day. Prizes were donated by local businesses
and ranged from free gym membership and make up, to a meal for six. This was a very successful
campaign as we managed to gain 287 new users, taking our total to 1,261 and during this period we
had more than 11,100 download sessions.
Our website also received s more traffic during the festival with just under 14,000 hits during this
period. The most popular pages proved to the Theatre in the Square productions, which were
averaging 400 hits for the first four Tuesdays of the festival.
We also felt a spike in our social media accounts:
Followers – Pre Festival Number of posts Followers – post festival
Facebook 3,242 147 3,275 (+33)
Instagram 175 35 220 (+45)
Twitter 1,712 180 1,863 (+151)
As you can see, our Facebook page already had a substantial amount of followers prior to the start
of the festival and although the increased number doesn’t look that high, it has proven quite difficult
to build upon our base. While we would ideally like to be receiving hundreds of Likes, we are finding
that more people are choosing to follow and engage with us on Twitter. Throughout the festival we
received hundreds of interactions and notifications on Twitter and this, it seems, is the preferred
method for communicating with us. Our Twitter account is very much a success, and will continue to
grow because it offers bite size interaction. We have found that more people are checking in with us
on Twitter than on Facebook. Similarly we are experiencing a slow increase in the number of
Instagram followers we have. While we receive a healthy number of likes and comments, not all of
those are converted into followers.
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Press coverage
The Summer Festival had an unprecedented amount of coverage in the press in 2014, ranging from
regular spots in the Fulham Gazette to being featured in Time Out and the Radio Times. The
campaign also drew attention from local station Radio Jackie, who officially backed the festival and
promoted highlights during its news intervals.
Here is a selection of the best coverage from the Summer Festival.
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The Summer Festival was also featured in various other publications, both online and in print.
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