A Report on the 2016 Christmas Period A report examining the impact of the 2016 Hammersmith Christmas programme on the town centre
#digichristmas
hammersmithlondon.co.uk
Introduction 3 Hammersmith Movie Hub
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Virtual Reality Cabin
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Social Media Stats
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Business Feedback
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Christmas Lights
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Visitors to Hammersmith
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Supporting Local Charities
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Conclusion 14 2
Introduction As 2016 was the first Christmas following a successful renewal ballot we wanted to move away from our traditional programme and try something new. Adopting a strong digital focus we aimed to showcase new technologies and boost online engagement by delivering an interactive and innovative programme of events. As a result, we trialled different projects, such as a pop-up cinema and a virtual reality cabin, with new partners to ascertain whether there was an appetite for these types of events To do this we deviated from our familiar festive programme, excluding popular initiatives such as Christmas wrapping, but created a unique festive line-up that aimed to promote the town centre as a key shopping destination, increase footfall and provide a fun atmosphere. In this report we have evaluated our programme via our own feedback and analysed this against the behaviour of the town centre during the festive trading period in December 2016.
Christmas Programme of Events For 2016 we devised a line-up that would encourage people to come into Hammersmith for an experience, something memorable that would not only complement a shopping trip but give them something to talk about. In the process, we hoped that people would react to that experience using social media and help to create a buzz of online activity for our events.
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Hammersmith Movie Hub Collaborating with the Kings Mall Shopping Centre, we converted one of its empty retail units into a pop-up cinema, called the Hammersmith Movie Hub, which would show free films to the public. To create a bit of buzz around this we launched an online vote allowing the public to decide which festive films would be shown. A list of 6 films were shortlisted: • Elf • Miracle on 34th Street • Home Alone • The Nightmare Before Christmas • The Muppets Christmas Carol • The Grinch
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* Popcorn not included
Home Alone received the most votes, with Miracle on 34th Street and Elf coming second and third respectively. Initially, we wanted to use Twitter for the vote as with just under 3,000 followers we felt this was a perfect platform to engage. Although we collected votes, it became evident that we could increase the number if we moved to a different platform, so we switched to online competition page Polldaddy, and saw the numbers rapidly increase. The voting lasted for seven days in which we received around 500 votes in total. The winning films were each shown four times at the movie hub between December 8-21. Attendees were encouraged to book online for free, ensuring they could plan their trip into Hammersmith accordingly. Every screening was a sell-out, with 30+ attendees for each event.
“ Working with the BID we were able to offer a distinct festive experience that provided people with a memorable shopping offer. The Hammersmith Movie Hub was a great initiative that helped bring customers into the centre during our busiest time of year. It was a great success and we received lots of positive feedback about it.�
Andrew Proctor, Kings Mall Manager.
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To launch the Hammersmith Movie Hub we screened Home Alone at a special Premiere Evening on Thursday, December 8, in which the Mayor of Hammersmith & Fulham councillor Mercy Umeh officially opened the cinema. The audience was made up of invited guests and members of the public. The screenings were then held: Home Alone
08/12 - 6pm, 17/12 - 11am & 3pm 21/12 - 2pm
Miracle on 34th Street
10/12 - 11am & 3pm, 18/12 - 3pm 20/12 - 2pm
Elf
11/12 - 11am & 3pm 18/12 - 11am 19/12 - 2pm
The feedback we received for the cinema was very positive as everyone we surveyed told us that the screenings were either very good or excellent. Also, of those we spoke to, 95% had either spent or were planning to spend money in Hammersmith that day. For 77% this was the first pop-up cinema event they had been to which supports our decision to try something new as we wanted to create a memorable experience for shoppers.
Did you know about the Festive Film Voting Competition?
14% I Voted
68% No
18% Yes but I didn’t vote
As you can see, most of our audience didn’t participate in the online vote and came to the cinema through other means (see below graph). The ‘vote for your favourite festive film’ campaign was a success as we registered more than 500 votes, but those people weren’t the ones coming into Hammersmith to enjoy the event. The vote obviously resonated with people, which is good, but this demonstrates that we should separate and identify our online audience from our physical one. This is also the same with the online booking system as 55% of the people we surveyed had pre-booked their tickets, despite all screenings having been fully subscribed online. That means that 45% of people who had registered did not turn up. This again highlights the gulf between an online and a physical presence and is a good lesson to learn going forward. Did you know about the Festive Film Voting Competition? 4% Flyer / Ad
17% Word of Mouth
4% Social Media
17% Enews
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39% saw it happening
19% Website
68%
Virtual Reality Cabin Partnering with Riverside Studios, the multi arts, cinema and television venue located along the Hammersmith riverside, we converted our seasonal events cabin in Lyric Square into an Alpine Lodge that contained four state of the art Virtual Reality headsets. Virtual reality is a very current technology that offers immersive, interactive experiences and is being utilised by a wide-array of organisations. By popping on a VR headset, you can be transported into a variety of locations, both real and fabricated such as animated space, the arctic or even Disneyland.
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This gave us an opportunity to highlight an important, emerging technology by giving people the chance to experience virtual reality for themselves. The cabin was open between December 7 - 21, 11.30am - 3pm/4pm - 7pm on weekdays and 12noon - 6pm on weekends. During this time it was visited by 475 people. The feedback we received was extremely positive. Most people who came to the cabin had heard of VR but had never really used it before, and rated our experience as either excellent or very good. Everyone we surveyed wanted to try another VR based experience after our event. To be able to offer that first step into what we believe will be a big market validates our decision to run a digital based programme. Have you experienced VR before ?
25% Yes
75% No The majority of people who took part in the VR experience had come across the cabin in Lyric Square, instead of coming into Hammersmith specifically for this event. We also ran a competition giving away 50 Google cardboard headsets that allowed people to enjoy the VR experience in their own homes. All they had to do was take a photo of themselves in Lyric Square and post it to Twitter or Instagram using the hashtag #digichristmas.
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68%
Social Media Stats Throughout the Christmas campaign we used Facebook and Twitter to promote and engage with people online. We have a very strong presence on Twitter so we predominantly use this as our main social media account. During December, we Tweeted 62 times which left 41,000 impressions, an enormous amount and more than double the number recorded in November. This was complemented by 49 direct mentions and 18 new followers taking our total number of followers up to 2896. On Facebook, we also saw our daily reach increase to almost 9,000 users, which shows that social media can give us a large online audience and should be considered an integral part of the BID’s marketing plan. The E-Privilege Card was also used more during the campaign with almost 5,500 sessions during December and 35 new users signed up. Since the summer, the app has grown in usage with the number of sessions increasing steadily month-by-month. We also commissioned the creation of a 360 degree video which captured Hammersmith during the festive season. This proved very popular on social media with more than 1,000 views across Twitter and Facebook. This video can now be used every year. To view, please visit: https://www.youtube.com/ watch?v=UYHHk1Vfycw&t=2s
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Business Feedback
one King Street retailer recorded its best month ever.
Hammersmith businesses enjoyed a strong Christmas trading period, with some even breaking sales records in the process.
The businesses thought the BID’s Christmas campaign helped to make the town centre feel more vibrant, with 88% rating our festive offer as either good or excellent. We received particularly nice feedback from retailers in Kings Mall, as they felt the pop-up cinema helped to bring people in. 92% of businesses liked our new Christmas lights, their only complaint was that there weren’t more lights throughout the town centre.
After a somewhat lacklustre 2015, retailers enjoyed a much more buoyant 2016 with 85% recording an increase in both revenue and footfall as businesses told us it was a very consistent month. Retailers that usually rely on the office sector experienced an unexpected peak on weekends and bank holidays, the times when they usually suffer. They said it felt constantly busy in the area, all through December and even into the New Year. The post-Christmas sales were good and only a handful registered the negative impact of online to us. A lot of the businesses we spoke to hit their targets and
Generally, retailers felt that the calendar was kind to them this year as Christmas and New Year fell on the weekend, which meant they picked up last-minute shoppers as well as their usual weekday trade.
For 2016 we introduced not one but three Christmas trees; located in Lyric Square, outside the L’Oreal offices and at the top of Fulham Palace Road. These were particularly popular among the businesses. Did your business footfall increase during the festive period?
12% No
3% Not Sure
85% Yes
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Christmas Lights For 2016 we introduced a new festive light design for our centrepiece lights along King Street; seven large candelabras which ran from The Swan to Kings Mall. These were a new design for London but due to a supply issue we only received seven of the ten we ordered. This will be remedied for 2017 but is particularly frustrating as businesses were impressed by them.
In addition we also had 5,000 LED lights placed in the tree outside The Swan pub and 51 gold and silver Antares Stars installed in the trees in St Paul’s Churchyard and Lyric Square. These lights are always popular and this year caught the attention of Queen guitarist Brian May, who contacted the office as he wants to install them in his home. We also introduced not one but three Christmas trees; located in Lyric Square, outside the L’Oreal offices and at the top of Fulham Palace Road. These have 1,500 LED lights on and 300 computer controlled colour changing bulbs. These proved particularly popular among the businesses as it helped to add a little festive cheer around the gyratory. As you can see in the graph below the businesses enjoyed our festive lights and trees, their only comment being that they would like to see more lights further down King Street. How would you rate the Christmas Lights & trees?
4% 4% Average Poor
50% Excellent
42% Good
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Visitors to Hammersmith The BID’s Welcome Ambassador was important to the festive programme as he greeted visitors to the area, promoted our activities and engaged with businesses during this busy retail period. During December, the Ambassador welcomed 755 people to the area and carried out 98 business visits. As you can see in the graph below, the most asked for destinations were the Novotel Hotel and the Eventim Apollo. What is particularly interesting, is that during this period 85% of those the Ambassador welcomed were tourists. We have seen a consistent rise in tourism during both the summer and winter months, as visitors choose to stay in Hammersmith thanks to its proximity to central London, its competitive room prices, and its excellent transport links.
Customer Profile
5% US Tourist 13% Local
3% Business
Most Popular Request
18% 17%
Novotel Eventim Apollo
11% HammersmithLondon Underground Station (Circle Line)
80% Foreign Tourist
5% 3%
Shepherds Bush Road King Street
Having spoken to several hoteliers in the area, who confirmed this trend, we must keep track of this and potentially alter our offer in future years to accommodate the rising number of visitors. This could impact our marketing and publicity as should this trend continue we must make more effort to highlight our programme of events in the hotels so that their guests can make the most of their stay. If we can do this, we can further heighten their Hammersmith experience, which will only have a beneficial impact on the town centre.
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Supporting Local Charities As part of the Friendly Town project area, we helped businesses reach out and support local charities during the festive period. Brought in as a new project area for our third term, we want to help companies improve their corporate social responsibility (CSR) by engaging with voluntary organisations in the local area. Throughout December we enabled several businesses to do this.
Santander/Age UK On December 20th employees from Santander volunteered at the Hammersmith & Fulham branch of Age UK to help deliver the annual Christmas lunch. Christmas is a particularly important time for Age UK, as many of its elderly users can feel lonely or isolated. Staff helped to prepare and serve the meal then spent the duration talking to the guests and running the entertainment, which consisted of a Christmas raffle and games around the table. The company also donated several hundred pounds, which helped to cover the costs of the meal and provide some extra presents for centre users. Santander sought assistance from the BID as they were aware of our Friendly Town projects.
Kings Mall Shopping Centre/ The LBHF Mayor’s chosen charities The BID teamed up with Kings Mall Shopping Centre to offer a free pop-up cinema, called the Hammersmith Movie Hub, that showed festive favourites between December 8 -21. At each of the 12 screenings, money was collected for the Mayor of Hammersmith & Fulham’s chosen charities for 2016/17; the Hammersmith & Fulham Foodbank and mental health charity MIND. To mark this partnership, the Mayor, councillor Mercy Umeh, was invited to officially open the Hammersmith Movie Hub. During the screenings a total of £111.78 was raised for the two charities.
The Hop Poles pub/The LBHF Mayor’s chosen charities On December 16th, staff from the Hop Poles donned festive jumpers and donated all their tips to the Mayor’s chosen charities, encouraging patrons to help bump up the money raised. As a result of this, staff decided to adopt Mind and the Hamersmith & Fulham Foodbank as their chosen charities, deciding to keep the charity buckets on the bar on a permanent basis. The Hop Poles pub sought out the BID’s advice as staff wanted to help raise money for a local charity.
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Conclusion Despite national retail sales declining, it was a strong Christmas in Hammersmith as traders told us they reported a rise, hitting their targets and surpassing 2015 figures. While some of them did mention the impact of online sales, they did not use this as an excuse; stating that the retail climate has shifted so they have adapted. This could be why sales were implemented early, but stores experienced a strong festive period, reporting a steady flow of people in the town centre throughout the month. However, not everyone had a great 2016 as a small selection of retailers noted that Black Friday had an impact. Because shoppers took advantage of the great Black Friday deals in November they stayed away at Christmas. So despite initial success, it actually had more of a negative impact in the long run. But despite this, the picture for Hammersmith was a bright one. Retailers felt the BID’s impact was welcome and very noticeable, however some did comment on the lack of Christmas wrapping, which should be noted. They liked the addition of the Christmas cinema and the fact that we tried to do something a little different and new. Overall, it’s fair to say that they were fans of the new Christmas trees and lights, which gave the town centre an added bit of vitality. The shoppers we surveyed - a mixture of workers, residents, and visitors - also felt the BID’s contribution for the town centre was good, if not excellent. Initiatives such as the Hammersmith Movie Hub and VR cabin gave Hammersmith a unique offer and made the area feel vibrant.
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HammersmithLondon BID. Lyric Hammersmith, Lyric Square, London W6 0QL Telephone: 020 3362 4626
hammersmithlondonbid.co.uk