Dorelia final report

The Dorelia story

Dining & Nightlife for the

50+

Caitlin Anderson N0371099 Negotiated Project Stage 2 Approximately 5500 words

Contents The problems, needs and desires

The 50+ friendly market

The consumer

1 2 3

5

The big creative idea -What’s on offer -Routes to the consumer

4

4

The big idea

Introduction

This report aims to inform audience appropriate and culturally relevant creative business concepts surrounding dining and nightlife for the over 50 age group. Various contextual issues and the state of the current dining/ nightlife market in the UK form the basis of this research and help define a lucrative gap in the market. Some of these Issues are briefly outlined below. This report looks to create a new and unique dining/nightlife concept that will aim to counteract and potentially work towards solving them.

UK dining and evening leisure venues are becoming increasingly dominated by chains and there is little room for individuality or anything new or unique as

‘corporate merchants of leisure are dominating and transforming city centre nightlife at the expense of smaller, local independent operators. This has a number of implications for individuality, identity, creativity and locally embedded economic development’ (Centre for Urban and Regional Development Studies Report, 2011).

The night-time economy in the UK is a highly segregated space where normal social control is lifted and violence the norm. Social commentators have noted ‘the way that public spaces in general have become segregated because of fears and anxieties about crime and different social behaviours, and that these are differentiated along class, ethnic and age fault lines (Young et al, 2007 in International Journal of Cultural Policy, 2011).

Throughout history and to this present day ‘distinctions have always been made between high and low, and mainstream and deviant, cultures’ (International Journal of Cultural Policy, 2011). The idea of ‘not fitting in’ or looking out of place is ever present. In a recent survey, the over 50 age group particularly expressed unease about these issues, especially in relation to their age (See Appendix 2.3).

Although eating out can be more of a refined activity, going for a ‘night out’ appears to revolve around the over-consumption of alcohol. This is more so for the 18-25 year old age group but as a whole the UK has a pretty devastating binge drinking problem with the NHS estimating 52% of men and 56% of women being binge drinkers in England in 2013 (NHS, 2013).

This societal health issue is reflected in the nature of most main-stream UK nightlife with a general air of ‘yobbish’ behaviour, intimidation and crassness, where an environment is created in which ‘it appears ‘safe’ for people to routinely get drunk while displacing violence and adding to health and social problems elsewhere’ (Drug & Alcohol Review, 2011).

Despite the condemning reputation of young people for their binge drinking habits, there has actually been a decrease in young drinkers ‘in sharp contrast with the middle-aged who are spending more on alcohol than ever (BBC, Chadha & Myd, 2014). However their increase in alcohol consumption is done in a generally non-offensive way in the comfort of their own homes or at a pub.

The middle-aged and particularly the over 50’s are becoming an ever more important market to look at. They are consuming increasingly more in terms of leisure activities such as drinking and dining.

They have more disposable income and free-time than most, and they are looking to spend it enjoying themselves (Mintel, 2013). People are living longer and people in their 40’s, 50’s and even 60’s are looking to embrace their remaining inner youth and go out and experience things. Mintel states ‘over-55s are more likely than average to have visited leisure venues’ and describes them as a ‘potentially lucrative age-group’.

A 2014 survey and focus group also revealed the fifty plus still have the desire to go out, have fun, drink and socialise with their friends. However it has been made clear that this age group is limited in where they feel comfortable going because of their age. They most commonly go to restaurants, pubs and gigs for their evenings out but these venues tend to close by midnight and don’t really offer them the chance to let loose.

The survey demonstrated a desire for something more, something that perhaps combined elements of their existing favourite night-life experiences. Over 60% thought more could be offered for the over 40’s in terms of night-life, therefore this is definitely a market worth exploring with the potential for some lucrative dining and nightlife experiences. (See Appendix 2.1)

Methodology Method

See Appendix 8.1 for secondary research methodology

Why Chosen

Reserch Aim

Online survey on dining and nightlife Quick, convenient, easy to get participants of target market involved via these platforms. for the over 50 via surveymonkey and spread via various social media channels and email. Conducted on 22.02.2014 with over 60 participants

To find out the existing problems for the 50+ in terms of dining and nightlife, what this age group want and whether there is a gap in the market for a new kind of dining/nightlife experience for this target market.

A more location specific online survey strictly to be answered by the forty and over and by people who live in and around the Cardiff area. Survey distributed to relevant consumers via email and social media. Conducted on 07.03.2014 with 40 participants.

Quick, convenient, easy to get participants of target market involved through these platforms

To find out what venues are doing well in appealing to this target audience and why, and what is missing in terms of dining/ nightlife for the over 50 and whether the idea of an experience combing dining, nightlife, entertainment & arts would be something of interest to them.

Observational research at the key competitor venue- Chapter Arts.

Conducted on 04.04.2014

Other primary research has suggested this To get an idea of what is already on the market venue to be the key competitor for the proposed in terms of combination dining/nightlife/arts concept experiences and see how that can be improved.

Also to get a gage of the type of consumers that attend these types of venues and spot possible secondary target audiences and observe how different age groups can be targeted harmoniously.

Focus group with seven social and active people aged 50 and above of mixed gender from the Cardiff area on 05/04/2014 taken place in a competitor venue.

As these are the target consumers of the proposed new dining/nightlife experience it is important to get their opinions. Conducting the research in a competitor venue encouraged them to notice what they do and don’t like about dining/nightlife/arts venues.

To find out more specifically what is key in appealing to them in terms of dining/nightlife and getting an idea of the aesthetics they like and pitching the idea of a combination experience of dining/nightlife/arts and getting their views on it.

Online survey via Survey Monkey for the over 50’s and spread via various social media channels and email.

Conducted on 04.04.2014 with 40 participants

Quick, convenient, easy to get participants of target market involved via these platforms.

To find out how this age group interact with brands and on what platforms and to establish what works best in grabbing their attention in terms of promotion and marketing.

Sample Snow ball

Snowball

Purposive

Purposive

Purposive

Advantages

Limitations

Easy to send and collate data from. Over 60 Sample could be subject to some bias due to responses meant the data was representative of nature of snowball sample. Participant may a wide group of people. Snowball sample meant not be honest as they do not feel that they groups of friends and similar consumers answered have connection with the researcher and may making it easy to establish a specific target miss out questions as they do not understand consumer. Respondents may be more truthful with their answers as they aren’t being judged as their identity is hidden.

May miss out questions due to It is representative of people in the South Wales misunderstanding. Sample may be subject to area over 50. Snowball sampling meant friends demand characteristics as participants may of friends in the Cardiff area answered which feel obliged to lie if they think they know the established there is a large group of sociable answers the researcher desires. people over 50 interested in this concept that all interact with each other.

Get an insight into the target consumers natural behaviour and habits in a dining/nightlife/art setting. Consumers act naturally and there are no demand characteristics as they are not aware of the observation.

Can sometimes be difficult to judge the age of consumers just by sight. There can be some minor ethical issues with observational consent.

Detailed qualitative responses from target The honesty of their answers could have been consumers. All participants had been to a vast affected by the presence of others in the focus variety of dining/nightlife venues so were able to group. offer invaluable insight on what’s already out there and what is missing.

Only over 50’s answered so representative of this age group.

The distribution of the survey via email and social media may make the sample subject to bias as the consumers may be more likely to promote the use of those platforms as they are currently using them. Consumers might not necessarily know what promotions work best on them as sometimes they are more subconsciously taken in

1

‘Current consumer culture with ‘the combined assault of commercialism, social order concerns and regulatory practice have closed down the experimental possibilities of nightlife and alternative culture. Such cultures have become – albeit with exceptions – bound up with commercial objectives, the pursuit of status, and either a homogenous culture of dance bars, sports bars and so on, or a form of rehashed bohemia prime pumped by City investors’

(International Journal of Cultural Policy, 2011).

Mundane chains & rowdy drunks

We live in a society dominated by corporations and chains, leaving little room for perhaps more interesting and creative independent night-life and dining venues.

The idea of a branded dining/nightlife experience that is generic across all UK chains is the norm with companies like Vodka Revolution and Las Iguanas being popular (Centre for Urban and Regional Development Studies Report, 2004). The heavily publicised issue of the ‘decline of the high-street’ has also had a significant impact on dining and nightlife venues.

‘Our high streets and town centres are facing serious challenges from out-of-town shopping centres and the growth of online and mobile retailing.’ (Gov.uk, 2014).

UK high-streets are increasingly beginning to look identical with the dominance of chains and the economic outing of independent retailers. This sadly results in towns and cities having a lack of a sense of identity.

Mary Portas who has made significant efforts in trying to provoke a positive transformation of UK high streets describes the high-street as ‘a civic not a private space [where] people come together to create value and share experiences which offer a clear and compelling purpose and experience that’s not available elsewhere, and which meets the interests and needs of the local people’ (Portas, 2013). With this current retail landscape, it is difficult for such a sense of local community and personable value exchange to be felt. Instead an atmosphere of cold, impersonal and corporate prevails. There is a distinct lack of challenging the norm and encouraging people to experience something new. It is all extremely ‘safe’.

Figure 1. Branded world infographic

Dining and nightlife experiences aren’t generally encouraging creativity or intellectual curiosity and binge drinking is typically at their core (International journal of cultural policy, 2011) but this doesn’t mean to say there is no consumer demand for such. Mintel notes a shift in consumer leisure visiting habits particularly with the over fifty age group. They have a notable increased interest in theatre, historic buildings, museums and art galleries indicating a sense of intellectual and creative curiosity (Mintel, 2014).

A 2014 Mintel report notes the consumer trend of ‘Safe adventure’ to be an important factor for dining and leisure venues to consider in the near future. It is predicted that consumers will want to sample new things and perhaps embrace new foods, cultures and types of dining experiences.

This desire for adventure within dining alongside the knowledge of a predicted 9.1% rise in the number of over-55s over 2013-18 to 20.1 million therefore offers a huge opportunity to the leisure venue catering market, with potentially increased footfall from older visitors meaning that there is greater potential to target this group with interesting and innovative dining concepts (Mintel, 2014).

Alcohol licencing and the ‘happy hour’ phenomenon have pushed the over fifty age group to the fringes of dining and nightlife culture. Mainstream bars and pubs in city centres are being dominated by drunken 18-25 year olds instilling ‘fears and anxieties about crime and different social behaviours’ (International Journal of Cultural Policy, 2011). A recent survey and focus group clearly showcased that this age group want to enjoy the ‘buzz’ of city nightlife but worries of not fitting in and safety stop them doing so. (See Appendix 2.1 & 2.3)

Various primary and secondary sources clearly show that these issues of segregation, disrupt social order, alcoholism and a rigid corporate mainstream in relation to dining and nightlife are extremely prevalent for the over fifty age group. Despite their vocal desire to be able to freely enjoy themselves and experience various dining and more notably innovative nightlife experiences, these issues have sadly stopped them in their tracks.

Something needs to be done to counteract these issues and enable this age group to feel comfortable and welcome in a dining and nightlife pursuit that isn’t a patronising ‘older peoples’ venue.

But why has it come to this?

Figure 2. 1940’s nightlife

Different eras and different countries offer insightful perspectives on the current state of UK dining and nightlife and help us to understand why it is the way it is today. The mature 1940’s jazz scene and the open-mindedness of European countries like Berlin can teach us a lot. Factors such as drugs of choice and cultural shifts such as the birth of the ‘teenager’ in the 1950’s can in part explain why UK nightlife is currently the way it is. For more details see appendix 5.1.

2

What’s already out there?

The over fifties nightlife market is barely a market with the age discrimination that goes on in nightclubs. Even though more lenient with age, bars today also have a stigma attached to older people being there. An aura of youth and cool prevails and leaves the over fifty feeling excluded.

Although some are satisfied with a trip down the local pub and occasional gig it does seem somewhat unfair how age and image dictate where this age group feel they are comfortable to go and enjoy themselves (See appendix 2.3).

The UK as a whole is aplenty with restaurants, pubs, bars, live music venues and clubs. However as previously discussed they are predominantly run by chains and are not targeted at the fifty plus. There is also a distinct lack of venues that offer variety and the idea of a combination experience in which you can enjoy food, drink, music/entertainment, dancing etc. An effective way to analyse the current dining & nightlife market for the fifty plus appears to be through a case study of a UK city, as as I have previously discussed due to the wide-spread of chains, there is little differentiation between UK cities.

Obviously there is a notable amount of independent businesses across the UK but there does appear to be the same old big name chain restaurants, bars, clubs etc showing up.

Figure 3. Cardiff city centre

The Welsh capital of Cardiff will form the basis for this market analysis. The city showcases the potential for a commercially viable dining & nightlife experience for the over fifties with a significant over fifty population and a thriving dining and leisure sector. The city is host to an eclectic mix of chains and independents. From main-stream pubs to alternative art centres. However despite its wide and varied offering, there still doesn’t appear to be a dining and nightlife venue that offers an experience where the over fifty crowd feel both welcomed and satisfied with its offerings. Primary research of various other UK cities such as Nottingham and Bristol also suggests the same. There is a distinct and lucrative gap in the market.

Cardiff 50+ dining & nightlife

A 2014 survey of over fifties in the Cardiff area revealed that the main places they go to socialise and enjoy themselves are: restaurants, pubs and gigs. Only 32% claimed they visited bars and only 8% ever ventured to clubs. (See appendix 3.1) Primary research established that Chapter Arts Centre was extremely popular for this age group and other smaller arts centres such as The Gate and venues that offer live music such as The Globe and St David’s Hall too. A clear separation was made apparent in terms of where the over fifty consumer group go to spend an evening out. It seemed either to be a an intellectually or creatively stimulating evening at an arts centre that ends fairly early and where alcohol and food do not play much of a role, or more of a late night where alcohol and socialising are the main components at a venue likely to be a pub or perhaps a restaurant. The consumer group appear happy to indulge in both types of leisure experience but on different occasions, never mixing the two. The half-way point between these very different leisure experiences revealed itself to be the ‘gig’ where alcohol could be consumed and people can be creatively stimulated and entertained. However notable dismay over noise levels and the difficulty of socialising were prevalent. (See appendix 2.3)

Mature

Artsy

Main-stream

Youthful

The perceptual map on the previous page illustrates a gap in the market for a dining and nightlife experience that is more mature than an office workers bar (Cardiff bay bars such as Salt and Terra Nova) but less so than a classical concerts theatre (St David’s hall) and more artsy than The Glee Club but less so than an arts centre such as Chapter. Arts centres have somewhat of a stigma attached to them in terms of a sense of pretension and exclusivity according to a recent focus group, yet there is a clear desire to experience arts and entertainment in this age group, so a venue that offers this without the labels of an arts centre could be a potentially profitable venture.

Primary research discovered a somewhat awkward clash of culture and class, with a small amount of people expressing disdain over more arts driven venues being ‘too pretentious or contrived’ and others intimidated or repulsed by the ‘boozy crassness’ of some pubs and bars particularly in city centres.

A clear division in consumer groups was established but a large and easy going mid-way consumer emerged who enjoys the easy going and social freedom of pubs and the stimulation of arts centres.

Primary research indicates ample opportunities to target this consumer group with an innovative concept that seeks to appeal to all of their evening leisure preferences.

Key Competitor: Chapter Arts

What it offers: A wide variety of entertainment and arts, quality locally sourced food but at a high price, clubs/ a sense of community Problems: Can be perceived as pretentious/ intimidating. It doesn’t tend to stay open past 12. Lacks energetic ‘nightlife’ atmosphere.

Awkward out of town location with limited parking/transport.

Figure 4. Chapter Arts Centre

A thorough analysis of the UK and in more detail the Cardiff market has established that there is not a well-known venue that enables consumers to enjoy entertainment/arts, food, alcohol and socialising all in one place and that the market is very segregated often leaving the consumer unsatisfied with the somewhat limiting offerings of a singular evening leisure experience. Recent primary research including various surveys and a focus group have demonstrated a clear desire for something more for this age group, where they can feel youthful in a non-patronising way, free of fears of social rejection and intimidation from younger nightlife consumers.

This body of research has brought the contextual issues surrounding UK dining and nightlife culture for the over fifties to light and showcased the key problems, needs and desires within this market sector. An analysis of the UK dining and nightlife market for the over fifties with particular reference to Cardiff reveals notable gaps in the market for innovative concepts that will help counteract or tackle these problems for the over fifty consumer. One such innovative concept is pitched on the following page as ‘The big idea’.

3

The big idea

A creatively stimulating evening leisure and dining experience that offers an alternative to pubs/ clubs/bars/restaurants targeted at an older more refined 50+ crowd who want to enjoy arts and entertainment but in a more down to earth and accessible way than arts centres . Somewhere you can relax and enjoy interesting food from around the globe, quality and varied alcoholic drinks and live music/entertainment at a moderate volume in which you are still able to socialize with your friends. A meeting place for friends and where the 50+ can be surrounded by like-minded people and feel free of the intimidation and social rejection that often accompanies mainstream nightlife.

Where: Cardiff Why Cardiff? Why now?

A gap in the market Cardiff is a creative hub with an abundance of social people over 50. It has a great variety of live music, theatre and arts venues. There is definitely a sense of creative and intellectual curiosity for this age group here. They love to be refined and enjoy the arts, however they also like to let their hair down and drink and socialise with their friends (See appendix 2.3).There currently isn’t a place in Cardiff that combines the arts, food and drink with the essence of a fun and relaxing night-out.

Chapter Arts Centre is as close as it comes and does what it does fantastically but closes at 12 pm, leaving the social bunch either to cut their evening short or go to a bar or pub in the city centre in which they will most likely be surrounded by drunken youths. Chapter is slightly out of town making it difficult for them to get to a bar or pub that is at all lively after.

A venue where people could enjoy all of these pastimes in one place would be something new and be a lot more convenient for an older target audience who want to have a drink and not drive home.

Figure 5. Cardiff tourism photographs

A prospering city Cardiff has managed to avoid the ‘decline of the high-street’ crisis a lot more so than many other UK cities and is prospering beyond belief. A new world class city centre shopping centre and a burgeoning media industry among other significant business ventures make Cardiff a very economically stable place with a very active creative community (Cardiff.gov.uk, 2014).

Planning & business rates Government planning and business rates are also in favour of the city. See appendix 5.2 for more details (Caerdydd.gov.uk, 2014)

Figure 6. Cardiff bay location moodboard

Where specifically?

Cardiff bay

Why? - Picturesque with a maritime feel - Versatile with harmonious mix of old and new aesthetics - Thriving dining & leisure location with high footfall - Gap In the market for independent venue - Good transport links & parking facilities - Perfect for the 50+ slightly hidden away from the hustle and bustle of the city - More mature and sophisticated crowd - Still a lively atmosphere - Perfect summer location

The building -Newly available to rent -Large building with space for entertainment/performance -Outdoor seating patio and roof garden-Perfect for attracting consumers in the summer -Conveniently located in the centre of Cardiff bay near parking and public transport facilitates -No alcohol and entertainment licencing issues

Figure 7. Woods Brasserie location shots

4

The corporate sell-out

- Has worked hard for his money now reaps the rewards - Boat owner & enthusiast - Avid reader on travel & history - Regular gig goer - Providing for his family has meant putting his liberal ‘hippie’ days behind him - Nostalgic of his hedonistic youth & still seeks escapism - Born adventurer - Enjoys the finer things in life along side trips to the local pub with his friends

Dining/nightlife/arts: What’s important to him: A sense of community, individuality, comfort, moderate noise levels, reasonable prices How brands capture and keep his attention: Interesting visual identity, offers/memberships, email newsletters, engaging Facebook pages

Figure 8. Julian Thomas consumer portrait moodboard

Name: Julian Thomas Age: 56 Occupation- Semi-retired/stock trader

Name: Helen Sharpe Age: 54 Occupation: Medical secretary

Figure 9. Helen Sharpe coonsumer portratit moodboard

Young at heart Dining/nightlife/arts: What’s important to her: Feeling comfortable and not being judged, being able to dance and truly have fun, interesting food and real ale How brands capture and keep her attention: Through word of mouth, offers/memberships, experiential marketing

- A busy working woman who is determined to have as much fun as she can in life - Happily extends her mortgage to treat herself to a holiday away with friends - Socialising is key to her happiness - Loves to drink & dance on the weekends but finds where she can feel comfortable doing this restricting - Enjoys the escapism of Greenman festival year on year.

- Oriental food fiend - Open minded to new alternative music and always willing to try new things - Attends an evening art class and always seeking to push her creativity within the design of her home.

Down to earth intellect

- Easy going family man - Enjoys creative & educational outings with his kids - A member of a guitar club down his local pub - Intellectually & creatively curious - An avid reader - Seeks community and an outlet for discussion for his intellect and creativity without the ‘arty farty-ness’ of an Arts centre

Dining/nightlife/arts: What’s important to him: Down to earth, friendliess & a sense of community, comfort, moderate noise levels, How brands capture and keep his attention: Email newsletters, offers, engaging Facebook pages, newspaper and tv ads.

Figure 10. Phil Chivers consumer portrait moodboard

Name: Phil Chivers Age: 59 Occupation: Retired

Name: Jane Howells Age: 60 Occupation: Retired but Figure 11. Jane Howells consumer portrait moodboard

formerly a journalist

The ageing hipster

Dining/nightlife/arts: What’s important to her: Interesting food & a cool sociable environment, trendy interiors, embracing creative culture How brands capture and keep her attention: Through word of mouth, newspaper & magazine coverage, intresting visual identity.

- Thoroughly modern & stylish - A socialite & ‘woman about town’ - Regular creative/cultural event attendee - Aims to be perceived as part of the ‘arty crowd’ - Likes to be the first to know about something new

5

The big creative idea

A dining, nightlife and arts venue with branding and concept inspired by bohemian culture and ideologies.

A venue where the fifty plus can enjoy food, drink, entertainment & the arts with the essence and freedom of a night out and without the perceived pretention attached to an arts centre. A one stop shop for the perfect evening or night out where you don’t have to worry about finding a good bar after or someone where to eat. The venue would remain open until two in the morning allowing consumers to truly relax and indulge in all aspects of nightlife they enjoy (food, drinking, and entertainment/arts) without having to move about town.

The venue would be cool and artistic but in a more down to earth and accessible fashion than competitors such as Chapter Arts.

The concept attaches itself to bohemian notions of the unconventional and the idea of adventuring into the new; whether that be new food, music, art etc. Consumer research revealed this target consumer to be open minded and curious to try new things so attaching the venue with these ideologies seems to be a logical way in appealing to this consumer group (See appendix 2.3).

Brand essence

Brand personality & attributes Relaxed, Bohemian, Liberal, Creative, Cool, Free Spirit, Ethical, Open-minded, Quirky, Adventurous, Well-travelled, Approachable.

Vision & Objectives

Tone of voice Casual but intelligent.

Witty & playful.

-To be an outlet of escapism and to encourage creativity and the embracing of the new. Whether it be new cuisines, cultures, arts, people.

-To form a community of like-minded food, drink, music & art lovers -To support and collaborate with local creative talent.

-Work with local independent retailers and encourage economic prosper in South Wales.

-To try and give back what we take from nature.

Brand positioning Alternative mid-market dining/nightlife brand targeted at the over fifties. A half way brand between an arts centre and a mainstream live music venue. Secondary consumer groups such as the 25-45 year old creative type of a middle socio-economic group who is bored by the mundane and repetitive nature of main-stream nightlife.

Brand benefits Experience, freedom, ethically conscious (rewarding), a sense of community, creativity and refinement

The brand essence is inspired by bohemian culture and ideologies as they surround creative culture and experimentation, which is what this consumer group have expressed they seek from a dining and nightlife experience (See appendix 2.3). This also ties in nicely with the upcoming dining trend of ‘safe adventure’ that Mintel predict for 2015 that was previously mentioned.

Figure 12. Bohemian roots moodboard

Bohemian roots The brand name Dorelia is inspired by one of the original bohemians: Dorothy (Dorelia) McNeill (19 December 1881- 23 July 1969) was one of the original bohemians back in the preRaphaelite era and epitomized the look and lifestyle. See figure.She was the muse of various post-impressionist painters, one of which being the welsh painter Augustus John. She was part of a ménage à trois with him and his wife Ida, and would often reside in a gypsy caravan. She was a truly unconventional character, even travelling through France on foot for a significant period. She was described as quiet and enigmatic and considered by many to have made a significant contribution to the ‘bohemian utopianism’ of the artist’s most intensely creative period. In her time she was regarded by some as an examplar of bohemian fashion (Npg.org.uk, 2014).

Her unconventional, adventurous and artistic lifestyle forms the perfect inspiration for this brand. Her link with welsh painters is also very fitting as the venue location is in the Welsh capital. The idea of having a character behind the brand really enables it to be brought to life and create an emotional connection with the consumer.

Engaging consumers: The Dorelia story

Story-telling through branding has become almost a necessity in the conceptual age that we live in. With such a saturated market of brands and messages, brands need to be able to be made sense of easily, and stories are an effective way of doing so. As humans ‘we are hardwired to make sense of the world through narratives’ (Mindjet, 2013).In the complex lives we live, people listen to whoever makes the most sense-whoever tells the best story. This alongside a loss of trust in governments means marketing messages don’t have the same impact and there is a growth of trust in family and friends, characters as such.

Therefore using the character of Dorelia and creating stories surrounding her lifestyle is a possibly effective way in grabbing the consumers attention and keeping it whilst connecting with them on a more emotional and personal level.

Stories can also be a way of helping consumers to understand the brand values which in turn could create brand love quicker. (Mindjet, 2013) See figure 13. In Daniel H Pink’s ‘A whole new mind’ he explores the effectiveness of stories within branding offering various examples. (See appendix 3.1 for case study)

Key message: Let go and discover more Conflict: Discovery vs Dissapointment Hero: Dorelia

A strong brand is builit on clear values + an emotional connection to the consumer

Branding

Target group The target consumers grasp the brands’ values and message The target consumer empathises with the brand

Story-telling A story communicates values in a way we can all understand A story speaks to our emotions

Figure 13. Story-telling in branding diagram

Bohemian vs Industrial

Post-impressionism

Figure 14. Visual identity moodboard

Visual identity inspiration The brands’ visual identity will reflect the brands personality and essence. It will take visual references from various bohemian aesthetics incorporating bright colours, eclectic patterns and fluid shapes. As the typical bohemian aesthetic has been adopted by other brands before, it needs to be given a contemporary twist that makes it stand out from the rest of the dining and nightlife market. Industrial style visual merchandising has been extremely popular in recent times and seems an appropriate aesthetic to provide contrast with bohemian, but it seems a re-vamp of this is needed also to create a unique look. See figure 14 for the bohemian/industrial aesthetic.

With the brands’ links to the post-impressionist art movement, this seems a logical visual reference point to take. This could offer a really original aesthetic as not many brands have touched on this.

Trend inspiration

Trend forecasting site WGSN have noted trends such as ‘Focus’ to be prevalent in 2015 (See figure 15) which take an artistic approach to design with features such as painterly, tactile textures, watercolour and paint splashes (WGSN, 2013). This trend could be a good fit for the brand and tie in well with post-impressionism and the bohemian links to artistic culture.

Focus: Artistic trend S/S 2015 (WGSN)

Figure 15. Trend moodboard

(S/S 15: Première Vision colour analysis, 2014)

Colour palette

The colour palette is informed by WGSN colour trends for spring/summer 2015 so is sure to be relevant for the brand launch. The bright eclectic colours combined with more sophisticated and subtle greys reflect the bohemian/industrial look. They are vibrant and interesting whilst also having a hint of mature sophistication, perfect for the target consumer.

The final aesthetic

An aesthetic similar to that of a modern day artist’s studio can somewhat combine all of these design references but in a new way. The moodboard to the right illustrates a more concise picture of Dorelia’s visual identity inspiration. This aesthetic will now go on to be reflected on every platform the brand uses to present itself to consumers; from the look of the venue to the promotional materials.

Figure 16. Final aesthetic moodboard

Figure 17. Logo development

Logo development

Logo design took inspiration from the notions of adventure and discovery which are key parts of the brands essence. Motifs such as a compass, boat and a message in a bottle were experimented with as they all represented the brand in some shape or form whether they alluded to escapism, authenticity or discovery and adventure.

Final logo

After experimenting with various logo types and conducting visual research into logos, it was made clear that simplicity and legibility was key. The logo also needed to communicate the brands essence.

The brands links to bohemian ideals of discovery ended up forming the inspiration of the final logo.

An abstract interpretation of an old fashioned compass was used with a ‘bohemian type-writer’ font used for the brand name. The typeface reflects the authenticity and artistry behind the brand, while the compass reflects the brands desire for discovery and adventure.

Variants of the final logo are also shown which could be interchanged depending on what promotional platform the brand is being featured on.

Figure 18. Final logo

Figure 19. Food & drink moodboard

Food & Drink

Research identified the over fifty consumer as one willing to experiment with food and try new things, and Mintel reports noted the dining trend of ‘safe adventure’ to be prevalent in 2015. Therefore the brand would offer a new and exciting way of dining: - Surprise food platters with a mix of cuisines so consumers are able to sample a wide variety of foods.

- Weekly or monthly themed menus inspired by parts of the world, era’s etc.

- Surrounding idea of sharing with friends and trying new things.

However a staple less adventurous menu would be on offer if consumers are less brave with their food choices. The brand would cater well for vegetarians or the health or ethically conscious as market research has displayed that this target age group do have a more invested interest in the origin of their food (Mintel, 2014).

The venue would offer a wide variety of speciality alcoholic and non-alcoholic beverages with interesting flavours further allowing the consumer to try new things. On trend products such as fruit beers would be stocked and local brands embraced to create a personal and authentic feel. Cocktails inspired by the theme of the week or month would also be available. For a product to be sold at the venue, quality and its origins are important, as research has shown the 50+ (particularly males) to demonstrate an interest in the brewing process and origin of the ingredients. (Mintel, 2014)

Entertainment & Arts

The venue will act as a hub for Cardiff’s creative community, embracing many art and entertainment forms and welcoming both professionals and amateurs.

The idea of everybody is welcome and nothing is out of bounds at its core, reflecting the bohemian ideologies of the brand. From up and coming bands to poetry readings, both the outlandish and the more traditional are welcome with variety being a key feature. Both performances and more consumer involved activities such as music lessons, debates and book clubs will be undertaken. The venue can act as a small exhibition space for up and coming artists wishing to seek exposure.

Bybyday Community day: Exhibitions, discussions, literature recitals, film & book clubs, music lessons and societies

Figure 20. Dorelia community by day moodboard

Community by night: Lively and relaxed. Live music, comedy, drinking & socializing

Figure 21. Dorelia community by night moodboard

Entertainment & Arts

Consumer research such as a recent focus group revealed that this target consumer consider a sense of community to be of significant importance in terms of deciding where to go for drinking or socialising (See appendix 2.3). Therefore Dorelia will act as a community meet-up point where people can enjoy arts and entertainment together and even partake themselves in lessons, clubs and discussions. This way people will get to know each other, make friends and be more likely to want to return to the venue to further gain that sense of a creative community.

An inviting & relaxing setting

The interior choices clearly reflect the visual identity established previously in the report offering a more minimal and modern bohemian aesthetic. The moodboard to the right visualizes what the venue would look like as consumers walk in.

It offers eclectic furniture, giving comfortable places to sit for the consumers where they can take a look at something from the interesting collection of art, music and creative culture orientated books from the bookcase. This section of the venue can act as a waiting area if all the tables are full and also a place to relax in the day with a coffee and socialise with like-minded individuals.

An image of Dorelia herself is also featured on the wall, with details of her life story and how she came to inspire the brand. This is one way of making the consumer aware of the story-telling within this brand and hopefully forming an emotional connection with them. The story positioned at the entrance will hopefully grab the attention of many consumers passing by or waiting for a table.

The entrance

Figure 22. Dorelia entrance interiors moodboard

Main-hall interiors

Figure 23. Dorelia main-hall interiors moodboard

Comfortable sofa booths for more intimate gatherings or club meetup’s These booths would be on a first come first serve basis or available via booking ahead, however a long communal table would be at the centre of the room for the rest of the consumers who would have the opportunity to mingle with each other, as after all being open minded and meeting new people is part of the brands ethos. Primary research noted socialising with other like-minded people of a similar age group to be hugely important so this set-up enables this to happen.

The outdoors

The beautiful and versatile Cardiff bay building offers ample opportunity to be creative with the exteriors and outdoor seating areas, especially with the added luxury of a large balcony.

Bringing the modern bohemian look to the outside of the building is sure to lure consumers in, especially in summer due to the extensive outdoor seating, and quickly establish the interesting visual identity of the brand, A visualization of how the exterior of the building could potentially look is pictured to the right.

Figure 24. Outside Dorelia moodboard

Launch event

A launch event at the venue with attention grabbing promotions leading up to it would create ‘buzz’ and publicity.

It would be planned for summer 2015 and the venues outdoor space would be fully made use of to draw consumers in during the warm weather. It would involve: - A showcase of local talent from various artistic disciplines - An opportunity for the public to sample what the brand has to offer - Platters of interesting food and drink from around the globe, free of charge -Through day & night to exhibit all assets of the brand

A photographer - Document the event and upload to Facebook - Photos dressed with branding to create brand resonance - Consumers encouraged to ‘Like’ the brand page and ‘tag’ the photos - Gaining exposure

Figure 25. Dorelia launch event mock-up

Dorelia staff- targeted communication

The staff hired by the brand to serve and communicate with consumers would be carefully picked. They would reflect the brands essence in some way; whether that be their ‘bohemian’ appearance or their free spirited personality. They would be required to have strong interest in creative culture and be personable and easy to talk to. Their main objective would be to spread the word of the varied offerings of Dorelia, and suss out particular consumers interests in order to inform more relevant promotions. For example, if a staff member was to see a consumer reading one of the venues books on art, they may engage with the consumer and inform them of the various upcoming art exhibitions and classes and how that consumer could potentially get involved.

The Dorelia community At the event, consumers would be encouraged to join the ‘Dorelia community’ by writing their email address on a form. The incentive would be 25% off all drinks from then on and being the first to know of upcoming events and being able to book booths in advance for you and your friends. Having the consumers email addresses will then enable the brand to send out regular news-letters. The sign up form would be in the intersting shape of the logo.

This is visualized to the left. A recent survey of the 50+ consumer group revealed that this is a key way in which brands grab their attention as they check their emails so regularly (See appendix 2.4), so regular information on events and promotions would hopefully keep the brand in the consumers awareness and encourage them to attend. Primary research also indicated community and exclusive offers to be a successful way in appealing to this target group.

Figure 26. Dorelia community sign up sheet mock-up

Before the launch event, key target consumers would be targeted via social media pages or online creative forums. Sociable and actively creative over fifties would be targeted. They would be informed of what the brand has to offer them as a creative and social person and would be encouraged to take an active role in promoting the brand in return for discounts and privileges. These brand ambassadors could encourage their groups of friends to come for celebrations and generally spread good word about the brand; whether that is in person or via social media. They would share event pages and promotions on their Facebook pages. Various primary research indicated that word of mouth and being recommended by a friend to be the main factors in informing this target consumers decision to go somewhere new (See appendix 2.4). Therefore brand ambassadors look to be a very effective promotional tool. These brand ambassadors would be sent a personalised invite/promotial pack via post encouraging them to attend the launch and bring their friends . They would then spread the word and post about it on social media. The same would be done with musicians and perfomers.

Brand ambassadors

Figure 27.Promotional pack and personalised invite including a cd, promo materials, menu and an authentic compass gift encouraging them to discover Dorelia

Launch- The lead-up

Promotional flyers and posters would be spread across various Cardiff and surrounding area locations.

They would be targeted at target consumer touchpoint locations such as independent record shops like Spillers Records (The oldest record shop in Britain), the independent shopping arcades and boutique shopping areas such as Wellfield Road.

Figure 28. Dorelia launch event posters

Figure 29. Gypsy caravan publicity stunt mockup

Publicity stunt- Gypsy caravan

In the week leading up to the launch event, the brand would make a statement in Cardiff city centre with a bohemian gypsy caravan brand activation. This would take place on Queen Street (The busiest shopping street in Cardiff). What this could potentially look like is visualized to the right. The activation would epitomize the brand values and offerings and be fun and welcoming offering food and drink samples and live street performers. A band could perform alongside other artistic acts such as street artists. The authentic bohemian gypsy caravan would mimic that of Van Gogh’s famous post-impressionist painting. This alongside the logo would help establish the brands interesting bohemian identity to consumers and would create an eye-catching spectacle, sure to draw in a lot of interest and create an intrigue and ‘buzz’ around the brand. Target consumers would be encouraged to have photographs taken of them in the gypsy caravan, which they would then be encouraged to view via liking the brands Facebook page. This would help build awareness of the brand.

Brand ambassadors would man the activation and distribute flyers to the public encouraging them to come to the launch event.

Discover Dorelia hunt On the day of the launch event, eye-catching variants of the brands logo would be featured on large stickers all around the Cardiff bay area in the form of a treasure trail encouraging consumers to follow their direction and ‘Discover Dorelia’. The strong aesthetic and mystery would hopefully entice consumers to stumble upon the new venue, where they can receive complimentary food and drink and a vibrant party atmosphere.

Figure 30. Discover Dorelia hunt visualization

Figure 31. Discover Dorelia flyers

After the launch- Keeping the consumer engaged The brand would create regular updates of eye-catching posters (distributed in locations as previously mentioned) offering information about upcoming events and the brand as a whole, as well as the continued work of brand ambassadors. See examples of posters to the left.

Facebook page 86% of 50+ surveyed use Facebook & over 50% engage with brands via the site (Survey, 2014)

- interesting, educational, emotive & entertaining - Creative culture, current affairs & liberal view-points - Shareable - Topical & provocative

-Consistent brand messages/values across all platforms

-Frequently updated but not enough to annoy -Little & often -Brand ethos & consumer interest at core

- In keeping with the brands bohemian ideologies -Giving it focus & consistency -Notions of modern day bohemianism

-Attached to online/offline cultural/creative communities -In turn creating its own online community

Figure 32. Dorelia Facebook page mock-ups

Content/identity

Blog ,website & newsletter

A brand blog (link provided on Facebook page) will offer more detailed content of the same nature. Consumers will be encouraged to get involved more on this platform in terms of providing content. They will have the opportunity to submit journalistic pieces, stories, artwork etc. It will also act as a means of promoting the venue and it’s events as well as publicizing local talent. It will harmoniously promote artistic talent whilst promoting itself as an authority on such.

As previously discussed, members of ‘The Dorelia Community’ will receive regular informative news-letters via email letting them be the first to know about the brands latest activities and events. This regular interaction with target consumers will keep the brand strongly within the consumers’ awareness and hopefully encourage them to attend the venue.

The newsletter will be aesthetically in keeping with the rest of the brand identity and have strong visual elements to increase engagement.

Figure 33. Dorelia web-site mock-up

The brand website will offer standard informative information on the venue and links to the other platforms in which the brand communicate on. The site will be in keeping with the brands distinctive visual identity.

The brand logo will be interactive and transform as you click it, creating a visually exciting platform, therefore reflecting the creativity element of the brand. Examples of the how the site could look are featured to the right.

Figure 34. Dorelia web-site screen-shots

Interactive logo

Future plans

The brand would continue to promote itself in terms of a ‘place of discovery’. This focus has longevity and would be able to be adapted in new ways for years to come.

The brand would continue to gain consumers through word of mouth, brand ambassadors and potential future promotional materials such as a brand zine and promotional video.

However the main focus would be building brand loyalty through the ‘Dorelia Community’.

References

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WGSN, (2013). S/S 15 print & pattern. WGSN-homebuildlife team.

Illustrations Figure 1. Anderson, C, 2014. Branded world info-graphic [own image].

Figure 2. Unknown photographer, 1948. 1940’s nightlife [ONLINE]. Available at: http://blogs.lib.unc.edu/ morton/index.php/category/jazz/ [Accessed 18 March 14].

Figure 3. Unknown photographer, 2013. Cardiff city centre [ONLINE]. Available at: http://www.gezipartisi.com/ cardiff-gezilecek-yerler/ [Accessed 18 March 14].

Figure 4. Anderson, C, 2014. Chapter Arts Centre [own image].

Figure 5.Unknown photographer, 2013. Cardiff tourism [ONLINE]. Available at: http://www.visitcardiff.com/ latest-news/2010/10/27/report-highlights-booming-tourist-trade-in-cardiff-a192 Figure 6. Anderson, C, 2014. Cardiff bay location moodboard [own image].

Figure 7. Anderson, C, 2014.Woods Brasserie location shots [own images].

Figure 8. Anderson, C, 2014. Julian Thomas consumer profile moodboard [own image].

Figure 9. . Anderson, C, 2014. Helen Sharpe consumer profile moodboard [own image].

Figure 10. Anderson, C, 2014. Phil Chivers consumer profile moodboard [own image].

Figure 11. Anderson, C, 2014. Jane Howells consumer profile moodboard [own image].

Figure 12. Anderson, C, 2014. Bohemian roots moodboard [own image].

Figure 13. Anderson, C, 2014. Story-telling in branding diagram [own image].

Figure 14. Anderson, C, 2014. Visual identity inspiration moodboard [own image].

Figure 15. Anderson, C, 2014. Trend inspiration moodboard [own image].

Figure 16. Anderson, C, 2014. Final aesthetic moodboard [own image].

Figure 17. Anderson, C, 2014. Logo development [own image].

Figure 18. Anderson, C, 2014. Final logo [own image].

Figure 19. Anderson, C, 2014. Food and drink moodboard [own image].

Figure 20. Anderson, C, 2014. Dorelia community by day moodboard [own image].

Figure 21. . Anderson, C, 2014. Dorelia community by night moodboard [own image].

Figure 22. Anderson, C, 2014. Dorelia entrance interiors moodboard [own image].

Figure 23. . Anderson, C, 2014. Dorelia main-hall interiors moodboard [own image].

Figure 24. . Anderson, C, 2014. Dorelia outside moodboard [own image].

Figure 25. Anderson, C, 2014. Dorelia launch event mock-up [own image].

Figure 26. Anderson, C, 2014. Dorelia community sign-up sheet mock-up [own image].

Figure 27. Anderson, C, 2014. Promotional pack and personalised invite including a cd, promo materials, menu and an authentic compass gift encouraging them to discover Dorelia. [own image].

Figure 28. Anderson, C, 2014. Dorelia launch event posters [own image].

Figure 29. Anderson, C, 2014. Gypsy caravan publicity stunt mock-up [own image].

Figure 30. Anderson, C, 2014. Discover Dorelia hunt visualization [own image].

Figure 31. Anderson, C, 2014. Discover Dorelia flyers [own image].

Figure 32. Anderson, C, 2014. Dorelia Facebook page mock-up [own image].

Figure 33. Anderson, C, 2014. Dorelia web-site mock-up [own image].

Figure 34. Anderson, C, 2014. Dorelia web-site screen shots [own image].

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Appendix 1- Industry insight 2- Consumer insight 3- Case studies 4- Observational rsearch 5- Extended information 6- Design Process 7- Critical Path 8- Secondary research methodology 9- Paper work

Appendix 1- Industry insight 1.1 Email interview with Megan Price Marketing manager at Chapter Arts Hi there, My name is Caitlin Anderson and i am a third year Communication and Promotion student at Nottingham Trent University. I am currently doing a project surrounding the creation of a dining/nightlife experience targeted at the 50+ that incorporates the arts/live music/comedy. I am originally from around the Cardiff area so know it well. I am proposing for this hypothetical idea to be located in Cardiff. I need to look into what is already on the market in Cardiff in terms of dining/nightlife/arts combined experiences where the over 50 feel welcome. From some primary research I have conducted, I have found that your venue seems to be extremely popular with this age group so I was wondering if I could ask you some questions about your venue? it’s events, clientele etc in order to help form an idea of what works for this age group. I would be extremely grateful for any insight you could offer and it would be a massive help for my final year project!

If you are willing to answer some questions for me, let me know and I’ll send some over.

Many Thanks, Caitlin Hi Caitlin Sorry for the delay.

Please see attached. If you want any more detail on anything, or something isn’t clear, please ask!

Best wishes Megan Price Marketing Manager | Rheolwr Marchnata Chapter 029 2031 1066 www.chapter.org

Email Interview with Megan PriceMarketing Manager at Chapter Arts Who would you say in the general clientele at Chapter?

The Chapter community is very diverse. We are used by a lot of young people who work in the creative industries, but as well as this our audience consists of everyone from young families with babies to older people.

Do you get many people over the age of 50 visiting?

Yes. We have a substantial audience of retirees who attend our matinee screenings, among other things.

Do people generally come to enjoy the whole chapter experience e.g the arts/food/drink? Or are they more segregated activities?

A healthy mixture of both. We’re currently carrying out a survey of our caffi bar customers and initial results suggest that around two thirds of those who visit the caffi bar are here for another purpose too, whether that’s an arts event, a workshop or meeting, or to visit one of our tenant organisations.

Have you had any feedback in terms of what the middle-aged consumer likes and dislikes about the Chapter experience?

As I have mentioned, we’re currently undertaking a huge customer survey about our caffi bar and Chapter as a whole. We also have feedback forms available in the buildings at all times and our customers are very vocal about what they do and don’t like.

Do this age-group tend to come in groups of friends? Or couples? Or on a date perhaps?

All of the above!

Do people generally book ahead to eat/drink/enjoy art, music, film etc? Or Does it seem to be more of a spur of the moment thing?

We don’t take advance bookings in the caffi bar. We try to encourage advance booking in the cinema by making it cheaper to book in advance, but the trend in cinema and theatre is moving away from this. We have a big proportion of ticket sales on the day of a performance of screening.

Would you say people come to Chapter to enjoy an occasion or a celebration, or is it more of a regular outing?

Again, definitely both. We have a lot of customers who come very regularly and many people who see our bar as their ‘local’, but many people also visit us for special occasions – sometimes treating themselves (or being gifted) tickets or gift vouchers and sometimes just to celebrate with a drink or a bite to eat.

What would you say are the key things that make Chapter highly appealing to the middle-aged consumer?

We offer an open, safe, non-judgemental space that does not discriminate. Somewhere that they can take in some art as well as enjoying food and drink and somewhere they can spend their time and money knowing that they are helping to support the art and community work that we deliver.

Would you say the offering of a combination experience where consumers can enjoy entertainment, food and drink all in one place is a big drawing point?

Certainly, yes.

Has any desire ever been expressed (to your knowledge) of consumers (particular aged 40 and over) wanting the bar/dining area to be open past 12 in order to make more of a ‘night out’ of Chapter? Rather than perhaps going to another bar after.

No to my knowledge. We do open until 12.30 on a Friday and 12 on a Saturday.

Would Chapter ever consider creating more of a ‘night out’ experience where people could enjoy socialising with like-minded people for a significant amount of time after entertainment etc with alcohol and music?

We do this occasionally for big events, but it is unlikely that we would consider doing it on a more regular basis. We are based in a highly residential area and are very conscious of the impact that it would have on our neighbours.

1.2 Email interview with Nick Cann Surveying solutions for retail & commercial business Hi there, I’m Caitlin, Julian’s daughter. Thanks so much for being willing to put me in touch with this contact of yours. My university project is surrounding the launch of a hypothetical dining/nightlife experience for the target audience of fairly affluent over 50’s in the Cardiff area. I have defined the concept as: A creatively stimulating evening leisure and dining experience that offers an alternative to pubs/clubs/bars/ restaurants targeted at an older more refined 50+ crowd who want to enjoy arts and entertainment but in a more down to earth and accessible way than arts centres . Somewhere you can relax and enjoy interesting food from around the globe, quality and varied alcoholic drinks and live music/entertainment at a moderate volume in which you are still able to socialize with your friends. A meeting place for friends and where the 50+ can be surrounded by like-minded people and feel free of the intimidation and social rejection that often accompanies mainstream nightlife.

I’m looking for some expert insight to include in a report which i am hoping your contact can offer given his experience in the restaurant industry.

If I could email some questions over to him that would be fantastic! It would just be a few simply things about the current market, consumers etc Thanks again, Caitlin Hi Caitlin.

My designer colleagues are working on a restaurant chain project in the USA at the moment, but please fire over all questions and I will get feedback from designers and other restaurateurs I work with.

Just a few quick observations: Do you have a theme in mind? Your Dad mentioned that you also needed to look at suitable premises, and mentioned Cardiff Bay? CB has a large variety of restaurants, covering virtually every aspect of world cuisine. It is difficult to cover a range of world foods in one establishment. The amount of ingredients you would have to purchase to cover such a menu, would mean a lot of expensive produce would have to be thrown away. That is a recipe for financial disaster, if you will excuse the pun! To compete in the restaurant market, food needs to be fresh and expertly cooked. Frozen produce is OK for Wetherspoons, etc on their 2 for a tenner with a drink deals, Nick

but not I suspect for your clientèle? With your intended market at 50 plus, I suspect that you may need to look at more traditional fare.

Do you also need to prepare a business plan?

Please let me know what info and advice you need.

Kind regards.

Nick Hi Nick, Thanks so much for willing to help!

My degree is in Communication and Promotion so the project is more to do with the branding and marketing of a concept rather than the finance/business behind it so i don’t have to worry too much about the specifics of food pricing etc thankfully! I’m more looking to get the opinion of industry insiders on if there is a gap in the market for a new type of dining/nightlife experience for the over 50’s and whether or not my concept is something they think could be successful. Would it be OK to send you a brief pdf power point outlining my brand and concept and to be able to receive some feedback/opinions from industy on it? Whether it is about the concept or the visual identity, any comments are welcome! I need to show my tutor i have ‘tested’ the idea on people in the know.

Thank you so much for your help Caitlin Hi Gush.

As discussed yesterday, it would be great if you van give Caitlin some feed back on her project.

Many thanks.

Nick

Appendix 2- Consumer insight 2.1 Online Survey with 63 respondents to find out the existing problems for the 50+ in terms of dining and nightlife, what this age group want and whether there is a gap in the market for a new kind of dining/nightlife experience for this target market.

Gender

Age group

Are you satisfied with what is currently on offer to you, in terms of night-life?

Would you feel out of place or ‘too old’ in a main-stream club?

What type of places do you go to when you want to enjoy yourself and socialize at night?

Do you feel that your age limits where you feel comfortable going in terms of night-life?

Do you think more can be offered in terms of night-life to cater for the 40+ market?

Would a venue where you could enjoy a meal with friends, then have a few drinks and enjoy some live music appeal to you?

What are the most important factors you would consider when choosing where to go for a night out/drinks?

If a night/venue was to be targeted at the 40+ age group, what would you say would be key in appealing to them?

A cross section of responses Relaxed atmosphere. Good music but not too loud so you can chat. Good food and company.

3/6/2014 1:09 AM View respondent’s answers Not a lot. Targeted at 40+ sounds like a bunch of oldies 3/2/2014 11:24 PM View respondent’s answers Situated in a pleasant location, range of music to suit all tastes ie on different nights, reasonably priced food, but ok to just have a drink if you want.

3/1/2014 2:11 PM View respondent’s answers atmosphere 2/25/2014 3:20 PM View respondent’s answers Non-threatening 2/25/2014 11:02 AM View respondent’s answers Good prices, very nice, sophisticated, clean surroundings, excellent customer service.

2/25/2014 1:56 AM View respondent’s answers good food, music not so loud that you can’t have a conversation.

2/25/2014 1:03 AM View respondent’s answers Somewhere you can fit in without having the majority being young things out to get smashed as quickly as possible (I admit not everyone).

2/25/2014 12:19 AM View respondent’s answers Comfortable good food and drink, music avaible but not so load you cannot talk to each other 2/25/2014 12:01 AM View respondent’s answers Quiet areas for conversation and comfort 2/25/2014 12:01 AM View respondent’s answers Not making it feel 40plus 2/24/2014 11:32 PM View respondent’s answers I don’t go out much as I have young children so the important thing for me when I do is the company of friends.

2/24/2014 4:22 PM View respondent’s answers Where there is good music to dance to but not too loud so you can can enjoy talking too!

2/24/2014 2:52 PM View respondent’s answers

2.2 A more location specific survey with 35 particpants to find out what venues are doing well in appealing to this target audience and why, and what is missing in terms of dining/nightlife for the over 50 and whether the idea of an experience combining dining, nightlife, entertainment & arts would be something of interest to them.

Gender

Age group

Who do you generally go out for an evening/night-out with?

What do you most often go out to do?

Would you say there are many places you go/would want to go that combine a lot of these elements to create a wellrounded fun and creatively/intellectually stimulating night? (defined in the previous question)

Would a venue that combines dining, drinking and live entertainment that stays open past 12am appeal to you?

Where do you currently go to enjoy an evening out in the Cardiff or surrounding areas and why?

Chapter as it offers a variety of entertainment and has a lovely atmosphere 4/5/2014 10:37 AM View respondent’s answers Whitchurch village good mix of pubs, eateries, live music. Globe music venue small intimate atmosphere. Town centre café quarter/Hayes with work mates, convenient + good choice of restaurants, occasional gigs in larger venues eg: motorpoint arena, chapter arts centre for films & coffee/snack bar 4/1/2014 11:29 AM View respondent’s answers Lakeside 3/31/2014 12:43 PM View respondent’s answers Cinema, mainly because the Red Dragon cinemas in the Bay (Odeon) are better than the cinema in Bridgend. Also go to Cardiff City Centre with workmates for a drink and a dance.

3/31/2014 11:55 AM View respondent’s answers Chapter - great atmosphere, all ages, good films, good food, great prices Royal Welsh College of Music and Drama - good music (free Jazz on Fridays), tapas, great shows and performers, and we can walk there!

3/9/2014 4:21 PM View respondent’s answers docks - pleasant environment 3/26/2014 2:13 AM View respondent’s answers Cowbridge High St, easy access 3/19/2014 2:22 PM View respondent’s answers St. David’s Hall. For concerts.

3/19/2014 6:19 AM View respondent’s answers Preferably somewhere with live music 3/19/2014 5:10 AM View respondent’s answers for a meal or drink in Pontcanna area as it is local Live music venues eg moon club. Also to restaurants eg pizza express with tesco vouchers for free meal!

3/18/2014 2:50 PM View respondent’s answers The Bay and city centre 3/18/2014 2:45 PM View respondent’s answers Tiger tiger 3/18/2014 2:37 PM View respondent’s answers

If you answered A or B to the previous question, then please could you name the places you feel offer that kind of well-rounded night-life experience?

Various cocktail bars, pubs and restaurants within City Centre 3/31/2014 11:55 AM View respondent’s answers Chapter Arts Centre Edmondes Arms Saturday night live music Brewhouse Millenium Centre 3/19/2014 5:10 AM View respondent’s answers Chapter arts centre The Gate arts centre Moon club 3/18/2014 2:50 PM View respondent’s answers Old Arcade, Wetherspoons, Worlds End, various in the Bay 3/18/2014 2:45 PM View respondent’s answers I like excellent food in good surroundings at q reasonable price. Cardiff has many good places 3/12/2014 12:19 PM View respondent’s answers Cinnamon Tree and Bar 44 3/11/2014 6:47 AM View respondent’s answers Chapter Arts center 3/11/2014 3:30 AM View respondent’s answers Any of the restaurants that offer food, cocktails, drinks. Like Revolution Cuba, Tiger Tiger, Chimichanga, Ruby Tuesday 3/10/2014 3:44 PM View respondent’s answers Gle club Cardiff 3/10/2014 2:17 AM View respondent’s answers Chapter RWCMD The Gate 3/9/2014 4:21 PM View respondent’s answers Motorpoint, New Theatre 3/9/2014 3:09 PM View respondent’s answers Plenty of places to wine and dine in Cowbridge but no dancing :( 3/9/2014 1:56 PM View respondent’s answers Even though I don’t go personally there are a few places like chapter, coal exchange 3/8/2014 1:43 PM View respondent’s answers

Would a night-life experience described as the following appeal to you? :An intellectually and creatively stimulating evening leisure and dining experience that offers an alternative to pubs/clubs/bars/restaurants targeted at an older more refined crowd. Somewhere you can relax and enjoy interesting food from around the globe, quality and varied alcoholic drinks and live music at a moderate volume in which you are still able to socialize with your friends.

A comfortable setting with sophisticated decor. A meeting place for friends and where the 40/50+ can be surrounded by like-minded people of a similar age-group. The night would potentially surround the idea of challenging your senses and embracing new tastes, smells, sounds etc with a variety of music genres and a mix of old and new. It would not be branded as an obviously/stereotypically ‘older’ night, but as something unique and exciting.

What do you like or dislike about this idea for a new night-life experience?

(A selection of responses) all sounds great 4/5/2014 10:37 AM View respondent’s answers Love this idea. Don’t think this currently exists in Cardiff as described above.

4/1/2014 11:29 AM View respondent’s answers Just past the nightclub scene 3/31/2014 12:43 PM View respondent’s answers Sounds ok but why does it need to be “intellectually stimulating”?

3/31/2014 11:55 AM View respondent’s answers chance to try something new 3/26/2014 2:13 AM View respondent’s answers nothing 3/19/2014 2:22 PM View respondent’s answers

2.3 Focus group with six social and active people aged 50 and above of mixed gender from the Cardiff area on 05/04/2014 taken place in a competitor venue.

A section of key quotes from the transcript Participants- Sian Thomas, Julian Thomas, Helen Sharpe, Phil Chivers, Paul Gray, Jane Howells

Sian: It needs to be comfortable. Lots of cushions and throws. It would be nice to for it to almost feel as if you are going over a friend’s house for the evening. Welcoming and comforting, not too up market and impersonal.

Julian: It needs to be colourful and warm. I don’t like this cold minimalistic look.

Paul: I like the idea of it being refined but fun. You want to feel safe and as if the night has class but you can still get a little bit merry and have a good dance!

Phil: Lighting is really important. It needs to create a relaxing ambience. Candles, low-lit lighting and maybe a few fairy lights are nice.

Sian: I wouldnt go to an Arts Centre like Chapter by choice really. It all seems a bit awkward and pretenstious!

Helen: Clean and hospitable toilets are vital. Nothing worse than no soap or toilet roll and coming out feeling unclean!

Jane: An efficient table service so you don’t have to queue at the bar. Quick and friendly service where nothing is too much of an ask!

Sian: Feeling safe is really important with so many dangerously drunk lads in town Julian: Live music is a must for me, but as long as it’s not deafening! That’s the problem with most places, you can’t socialised as well as enjoy music Paul: Somewhere where you can get to know the staff and can feel at home coming there.

Phil: Personally I love going down the local pub as a member of the guitar club. Something like that brings people together with similar interests. That’s really important for me.

Sian: Somewhere you enjoy lots of different types of entertainment. It’s all quite predictable so a bit of variety would be fantastic.

Helen: Somewhere you don’t feel ‘too old’ to dance! And where you can feel completely comfortable and wear what you want.

Julian: Somewhere with a sense of community and where there are lots of offers and exclusive things for loyal customers.

Phil: It’s important for it not to come across as an ‘older’ person’s night. No fuddy duddy stuff. I think it would be wrong to make it exclusively a 50+ venue as that’s discrimination, plus sometimes it’s nice to have some younger ones about as long as they’re not yobby lads or hen do’s.

Helen: I’m always up for doing something a little bit different and trying new things so a venue surrounding these attitudes would be great. It’s all very predictable where i go at the minute except for music festivals really.

Jane: Nothing too up-market and formal where you don’t feel like you can have a laugh Julian: Art centres can be great for more of a quiet evening but you can’t really let loose, drink and stay til late.

Paul: I’m most likely to go somewhere if a mate says ‘c’mon paul let’s give this a go’. I’m not too swayed by advertising or promotions Sian: Not having to worry about how you’re getting home is important especially if you want to have drink. I like to know there’s a good taxi rank or public transport near by Helen: Variety of new and old. Always nice to have some nostalgic music thrown in, but not in a tacky themed night.

Phil: Day time activities and clubs would really appeal to me. As I’m retired, I’m always looking for things to get involved in so I can meet new people and things.

Julian: It can’t be ridiculous prices. I like to feel like I’m getting my money’s worth.

Paul: I like the idea of the brand blog. It’s different if the public can get involved and submit things to. It puts the idea of brand community into practice.

Jane: I really like the idea of the event surrounding trying new things. It’s not what you would stereotypically associate with our age grouo.

2.4 An online survey with 37 respondents to find out how this age group interact with brands and on what platforms and to establish what works best in grabbing their attention in terms of promotion and marketing.

Which (if any) social media sites do you use regularly?

Do you ‘like’ or ‘follow’ the pages of events/brands that you like on social media sites such as facebook? E.g. ‘like’ the page of your favourite music venue or restaurant?

Has something ever been posted on social media sites such as Facebook by a brand (e.g. your favourite restaurant announcing a special offer) that has encouraged you to go purchase from them?

If you were to try out a new restaurant/bar/music venue, what would be the main factors that would influence your decision?

Do you like to keep an ongoing ‘conversation’ with brands that you like? E.g getting regular updates about interesting things they are doing

Do you think digital communication e.g email, social media etc or more traditional methods such as newspapers, flyers are better at grabbing your attention?

Please clarify why you do or don’t ‘follow’ or ‘like’ your favourite brands. ( A cross-section of answers)

Your endorsement may then be used by the vendor without your permission + I don’t see the point of “liking” stuff online. I spend most of the day at work online - I don’t want to spend much spare time doing the same.

4/22/2014 11:28 AM View respondent’s answers no point 4/14/2014 2:18 PM View respondent’s answers To support friends, causes and products I like.

4/13/2014 11:14 PM View respondent’s answers Don’t see any real tangible benefit 4/13/2014 12:57 PM View respondent’s answers Time constraints and being bothered 4/13/2014 12:28 PM View respondent’s answers for any offers 4/9/2014 2:36 PM View respondent’s answers it’s a way of keeping in touch with those followed 4/9/2014 11:36 AM View respondent’s answers Cuts out rubbish I’m not interested in, concentrates on the ones I am 4/9/2014 10:45 AM View respondent’s answers for up to dare event info, special oofers 4/9/2014 10:01 AM View respondent’s answers Other demands on my time and don’t rate this a priority 4/9/2014 5:49 AM View respondent’s answers To find out about special offers, events and competitions, and to support and help publicise brands that don’t test on animals 4/9/2014 4:13 AM View respondent’s answers Not interested 4/9/2014 4:09 AM View respondent’s answers To get info on their releases and tour dates 4/9/2014 1:20 AM View respondent’s answers If there is likely to be an offer, I “like”.

4/9/2014 12:19 AM View respondent’s answers

What would you identify as the key platforms in which brands’ successfully communicate/promote to you?

E.g social media,email, magazines, tv, word of mouth, posters/flyers etc (A cross-section of answers)

email, magazines, word of mouth 4/22/2014 11:28 AM View respondent’s answers tv 4/14/2014 2:18 PM View respondent’s answers Facebook and word of mouth 4/13/2014 11:14 PM View respondent’s answers tv and word of mouth 4/13/2014 12:57 PM View respondent’s answers email, FB, tv 4/13/2014 12:28 PM View respondent’s answers TV MAGAZINES 4/9/2014 2:36 PM View respondent’s answers Google search, Ebay, magazines, TV 4/9/2014 11:36 AM View respondent’s answers Social media, email 4/9/2014 10:45 AM View respondent’s answers newspaper, social media 4/9/2014 10:01 AM View respondent’s answers Word of mouth, poster/flyer, advert in magazines, emailed newsletters 4/9/2014 5:49 AM View respondent’s answers Facebook, email 4/9/2014 4:13 AM View respondent’s answers Email as long as it’s focused 4/8/2014 9:54 PM View respondent’s answers magazine ads 4/8/2014 4:05 PM View respondent’s answers

Why do you think these methods of communication/promotion are most effective in grabbing your attention?

(A cross-section of answers)

I always check email. Magazines often review brands - I try things on recommendation from friends, beauty writers etc + mags mix & match brands eg: in styling outfits” 4/22/2014 11:28 AM View respondent’s answers attention grabbing 4/14/2014 2:18 PM View respondent’s answers Time is short and it’s where I put my focus.

4/13/2014 11:14 PM View respondent’s answers Direct one on one approach 4/13/2014 12:57 PM View respondent’s answers These platforms are where I lurk the most 4/13/2014 12:28 PM View respondent’s answers paying more attention to the actual advertisments 4/9/2014 2:36 PM View respondent’s answers Because they allow me to look for specific interests, rather than ‘raining ‘willy nilly on me 4/9/2014 11:36 AM View respondent’s answers Where I am most easily contacted, plus I have usually signed up to hear about offers/products I am interested rather than wading through the crap I don’t care about 4/9/2014 10:45 AM View respondent’s answers They are the ones I use. Don’t watch adverts on TV 4/9/2014 10:01 AM View respondent’s answers Word of mouth most trusted, others are visual and can be kept for reference 4/9/2014 5:49 AM View respondent’s answers It feels more personal than an ad on TV/ on a billboard etc 4/9/2014 4:13 AM View respondent’s answers Not too pushy.

4/9/2014 4:09 AM View respondent’s answers Instant & non invasive. I much prefer a catch up on twitter on my time than having an inbox full of unsolicited emails

Appendix 3- Case Studies 3.1 Two Brothers wine case study demonstrating the effectiveness of story-telling within branding The idea for this wine comes from two brothers, Erik and Alex Bartholomaus. They wanted to sell a great wine, sourced by Alex, Labeled with Erik’s art, in a non-serious way for a good cause. Their goal was to pay homage to their late mother who suffered an untimely death due to cancer‌Alex and Erik will donate 50 cents from the sale of each bottle to charity. Thanks to your support they have donated approximately $75,000 from the sales of their first release, and hopefully much more in the future. Alex and Erik thank you for purchasing a bottle of big tattoo red in honour of their mother.

This is a perfect example of how an emotive story behind a brand can create emotional connections with consumers and significantly increase sales.

3.2 Guerilla Marketing case study Not all guerrilla campaigns are about the money. In fact, one of the cleverest and most altruistic grassroots marketing efforts was pulled off by a group called Médecins du Monde -- an international humanitarian organization devoted to providing care for vulnerable populations around the world.

In late 2005, the French branch of the organization staged an extremely effective campaign to draw attention to the plight of the homeless in Paris. Christened the “tent city” initiative, the group distributed some 300 “two-second tents” to destitute Parisians sleeping outdoors. Equipped with the rapid-deploying tents (which didn’t require poles or pins), the homeless gathered in small groups of eight to 10 along the Quai d’Austerlitz and the Canal Saint-Martin. The prefab shelter, which bore the Médecins du Monde logo, drew immediate attention to the number of homeless people in the area and provoked such incredible public outrage that the city was forced to act. A rare off-season government session was convened, and officials admitted that Paris’ homeless shelters were vastly overcrowded. They immediately announced the allocation of nearly $10 million for emergency housing.

(Neatorama, 2011)

Appendix 4- Observational research 4.1 Chapter Arts observation

4.2 Competitor venue (The Bear) Pub

Appendix 5- Extended information

5.1 1940’s nightlife- The birth of the teenager and it’s impact on current UK nightlife The 1940’s jazz clubs in London were a far cry from the nightlife of today with anyone under the age of thirty-five being viewed as juvenile and simply not ready to be a part of the nightlife scene. Back then the middle aged were the ones who dominated the nightlife scene and it was a totally different affair filled with class and variety. The nightlife experience involved exquisite food, live music and entertainment, dancing and drinking. The over fifty age-group were able to feel totally at ease and welcome with no fears of alcohol induced intimidation or social rejection. The wide-spread use of marijuana meant alcohol consumption was curbed and made for a more relaxed environment in which the dangerous alcohol provoked behaviour of today was at a minimum. The under thirties, who in our day and age are perceived as the root issue of nightlife segregation and disorder, were not even present which could be a factor in why 1940’s nightlife was so much more refined. (International journal of law and psychiatry, 2007)But how were this age group peacefully separated from the nightlife scene without causing revolt? It was simply because at this time there was no such thing as ‘youths’ or ‘teenagers’, only children and adults and there were no such freedoms as there are today for 18-25 year olds.

It wasn’t until the 1950’s that the term ‘teenager’ came about and expectations changed for this age group. The economy started booming and families experienced a great deal of economic power, freedom and independence, including teenagers. They were more inclined and encouraged to attend college, find a skill, and seek a successful career which meant they had spending money and more time to socialize with other teenagers. The birth of rock n roll meant they didn’t just have to listen to their parent’s music anymore and an atmosphere of rebellion prevailed where young people sought after freedom and liberalism. This is how youth was integrated into the nightlife scene, and it is safe to say it’s never been to same since.

There doesn’t appear to be cultural shift as significant as the ‘teenager’ currently arising, so it doesn’t look like there is going to be a change in the dominance of the 18-25 year olds in the UK nightlife scene anytime soon. Therefore a way in which the older generation can harmoniously be integrated into the nightlife scene needs to be initiated in order to appease the needs and wants of this age group, create a less discriminative and more inclusive nightlife scene, and to form the basis of an innovative business concept with the potential of expansion across numerous UK locations.

5.2 Cardiff planning & business rates

According to the Department for Communities and Local Government, in their new policy for improving high streets and town centres: Government planning restrictions have been lifted to help landlords make better use of their empty properties by allowing them to lease for shorter periods, helping start-up businesses to set up in the high street. This alongside changes to permitted development rights will offer town centres the flexibility they need to adapt existing buildings. Therefore meaning adapting old or new buildings to fit in with the needs of a dining/nightlife venue will be easier than ever.(Gov.uk, 2014) Changes to business rates were announced as part of the governments Autumn Statement, and they too are working in favour of new businesses The support for businesses now includes: -a ÂŁ1,000 discount in 2014 to 2015 and 2015 to 2016 for retail premises with a rateable value of up to ÂŁ50,000 - including shops, pubs, cafes, and restaurants (300,000 retail businesses are eligible) -capping the Retail Price Index (RPI) increase in bills to 2% in 2014 to 2015 - businesses were expecting a 3.2% rise -extending the doubling of the Small Business Rates Relief to April 2015 -a reoccupation relief for 18 months with a 50% discount for new occupants of retail premises empty for a year or more -allowing businesses to pay their bills over 12 months (rather than 10), which will help every firm with their cashflow (Gov.uk, 2014)

Appendix 6- Design process 6.1 60’s notions of bohemianism

6.1 Creative idea inspiration

6.3 Branding & promotion experiments

Appendix 7- Critical path CRITICAL PATH-IMPLEMENTATION PROJECT 17-Feb 24-Feb 03-Mar Secondary Research

10-Mar

17-Mar

Books/Databases/Websites

24-Mar

EASTER

Trends

Visuals

14-Apr

21-Apr

Primary Research Survey

Consumer Profiles Observational Focus Groups Email Industry Professionals

INTERIM Write 1st Draft Visual Outcom Branding

Interiors

Appendix 8- Secondary research methodology Secondary Research

Method Books- Particularly the food branding book ‘Whet my appetite’

Why Chosen To read thoroughly researched sources with informed opinions and issues.

Online Sources-Online newspapers such as the Guardian and Mashable offer up to date and accurate information.

Offers the most up to date information on an ever changing subject area.

Consumer/Trend Reports-WGSN offered particularly helpful insight in terms of visual trends.

Offers informed trend information for 2015 so can help establish what will be relevant for the launch of this new concept.

Online databases-Most notably Mintel with its insightful reports on upcoming consumer trends within dining and leisure.

To get statistics and reliable and thorough research.

Research Aim To discover examples of successful branding and marketing within food, nightlife and arts and find appropriate marketing and communications strategies and tools.

To explore which brands are doing best in appealing to the 50+ consumer and how, and to also discover what aesthetic/branding is now appropriate for this new concept.

To explore further cultural/societal aspects of the consumers life and to see how these factors affect their behaviours surrounding dining/nightlife.

To find out information on the dining/nightlife market and the consumer trends which affect them.

Advantages Reliably researched academic information.

In depth discussion of topic and factors affecting it

Limitations Can be time consuming to find relevant information if a book is on a broad range of topics and not always easily accessible.

Really recent information is available and is very easily accessible

Not necessarily always reliable information and sometimes there is too much information to trawl through to find what you want.

Representative consumer research

Sometimes difficult to get information on such a specific age group and in the UK.

Reliable data and statistics that is easily accessible.

Not always recent data.

Appendix 9- Paper work 9.1 Consent

9.2 Tutorial record sheets

9.3 Declaration Form

Module: Negotiated Project Stage 2 Module Leader: Matt Gill Ref.no: FASH3002

12/05/2014