CHRISTMAS REPORT
2014
TABLE OF CONTENTS Introduction 3 3-5 Festive Line up 6 Calendar of Events Retailer Feedback 9-11 13 Visitors to Hammersmith 14-18 Press Coverage
INTRODUCTION IN THE RUN UP TO CHRISTMAS, HAMMERSMITHLONDON BUSINESS IMPROVEMENT DISTRICT ORGANISED A SERIES OF EVENTS AND ACTIVITIES, SPECIFICALLY DEVISED TO INCREASE FOOTFALL, DWELL TIME AND REVENUE IN THE AREA. Through initiatives such as Santa Saturdays and free gift wrapping, the BID successfully presented Hammersmith as a viable shopping destination, able to compete with neighbouring town centres, shopping centres and even the online market. In 2014 these events increased Hammersmith’s offer, which had a positive knock on effect for the town’s retailers. In this report we have surveyed a cross section of 50 businesses - including small, medium and large retailers, and from the food and beverage sector - to ascertain how well they fared in the run up to Christmas and then the sales period to see how much of the BID’s activity had an impact on them.
THE 2014 HAMMERSMITHLONDON FESTIVE LINE UP In an attempt to create a fun and festive atmosphere which would drive people into the area, HammersmithLondon organised a busy programme of events, which for the first time included Santa Claus in Lyric Square. Parents and children were invited to have their photo taken with Santa and his elf on three consecutive Saturdays in the run up to Christmas. For the launch event on December 6, the BID also organised a snowy owl and reindeer in the square, which proved to be incredibly popular. As you can see in the graph below, more than 500 children had their photo taken with Santa across the three dates.
CHRISTMAS CABIN PHOTOS 2014 Sat 20
Sat 13
Sat 06
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This added traffic was noticed by the retailers, who said they encouraged their customers to take part in this event. This was also the date of our monthly Free Guided Walk, which had a Christmas theme and brought the walkers to Lyric Square to experience the festive entertainment.
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HAMMERSMITH…CLEANER, SAFER, BUSIER, MORE CONNECTED
The BID’s free gift wrapping service proved to be very successful, with more than 2,300 presents wrapped over 19 days, an increase of 800 compared to 2013. Many businesses said that this was their favourite aspect to the Christmas campaign and one that they recommend to their customers as it was a wonderful addition to the town. It was also a service that got progressively busier the closer it got to Christmas, particularly in the final week.
GIFTS WRAPPED IN HAMMERSMITHLONDON CHRISTMAS CABIN 250
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Local choirs performed festive classics for shoppers and workers during lunchtimes and after work and once again the BID, on behalf of Hammersmith businesses, provided the town centre with festive lighting and the Lyric Square Christmas tree. As you can see in the graph below, the vast majority of shops felt that once again our Christmas offering was good or excellent and gave the town an added boost.
WHAT DID YOU THINK ABOUT OUR CHRISTMAS CAMPAIGN? Averag e
Don’t know 13%
Excellent 41%
2%
Good 44%
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HAMMERSMITH…CLEANER, SAFER, BUSIER, MORE CONNECTED
CALENDAR OF EVENTS : DECEMBER 2014 MONDAY
TUESDAY
WEDNESDAY
THURSDAY
FRIDAY
SATURDAY
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• FREE GIFT WRAPPING
• BUTE HOUSE CHOIR
• FREE GIFT WRAPPING
• FREE GIFT WRAPPING
• FREE GIFT WRAPPING
• SANTA SATURDAY
• FREE GIFT WRAPPING
SUNDAY
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• FREE GUIDED WALK • FREE GIFT WRAPPING
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• WEST LONDON FREE SCHOOL CHOIR
• FREE GIFT WRAPPING
• FREE GIFT WRAPPING
• FREE GIFT WRAPPING
• FREE GIFT WRAPPING
• SANTA SATURDAY
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• FREE GIFT WRAPPING
• FREE GIFT WRAPPING
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• FREE GIFT WRAPPING
• PETROS SINGERS
• LARMENIER & SACRED HEART CHOIR
• HARRISON & PARROTT CHOIR
• FREE GIFT WRAPPING
• SANTA SATURDAY
• FREE GIFT WRAPPING
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• FREE GIFT WRAPPING
• FREE GIFT WRAPPING
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• FREE GIFT WRAPPING
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• FREE GIFT WRAPPING
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HAMMERSMITH…CLEANER, SAFER, BUSIER, MORE CONNECTED
RETAILER FEEDBACK CHRISTMAS 2014 WILL GO DOWN AS ONE TO REMEMBER FOR HAMMERSMITH RETAILERS AS SHOPPERS STAYED OFFLINE AND HEADED FOR THE HIGH STREET, RESULTING IN A VERY SUCCESSFUL TRADING PERIOD. Despite the constant threat of online shopping, the majority of businesses reported an increase in both footfall and trade in the run up to Christmas. In a survey undertaken by HammersmithLondon BID, more than two thirds of businesses surpassed their 2013 trading figures, with one leading high street retailer and one leading pub chain saying they had recorded their best ever sales results for this period.
CHRISTMAS AND SALES TRADING 2014 IN COMPARISON TO 2013
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Decrease 20%
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Increase 62%
Feedback from a cross section of businesses suggests that Hammersmith felt busier and people were happier to spend more. Retailers who were new in 2013, reported a much better second year having firmly established themselves in the area and food and beverage retailers reported a strong tourist presence in Hammersmith over the Christmas period, which they said was unexpected but entirely welcome. But while the majority of businesses reported a healthy surge, a third were down year-on-year. This can be explained through a number of reasons including a rise in competition from other stores, the close proximity to empty units and the closure of the District Line between Boxing Day and New Year, which many felt badly damaged them during the ever important post-Christmas sales period.
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HAMMERSMITH…CLEANER, SAFER, BUSIER, MORE CONNECTED
CHRISTMAS AND SALES TRADING 2014 IN COMPARISON TO 2013 - BROADWAY CENTRE -
CHRISTMAS AND SALES TRADING 2014 IN COMPARISON TO 2013 - KING STREET -
m Co nNo % 14 pa
No 6% n - Co
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%
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Same 7
Decrease 22%
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Increase 57%
Same 6%
ase ecre
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6%
Increase 82%
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However one of the more worrying trends picked up was the proximity of these businesses to the town centre’s empty units, particularly in Kings Mall. Businesses told the BID that with so many vacant units, there wasn’t enough to draw shoppers into the centre - despite this, the Kings Mall footfall figures are up on 2013 by 10,000 - those figures themselves were slightly better than 2012. As you can see more businesses were down year-on-year compared to 2013, which goes against the trend of the town.
CHRISTMAS AND SALES TRADING 2014 IN COMPARISON TO 2013 - KINGS MALL -
6%
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om Non - C 19%
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Decrease 38%
Increase 37%
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HAMMERSMITH…CLEANER, SAFER, BUSIER, MORE CONNECTED
VISITORS TO HAMMERSMITH FOR THE FIRST TIME, THE BID USED A WELCOME AMBASSADOR TO ACT AS A VISIBLE PRESENCE IN THE AREA THROUGHOUT THE CHRISTMAS PERIOD. Wearing a distinctive HammersmithLondon branded red coat and black bowler hat, the Ambassador was on hand to meet and greet visitors, offer directions, promote the BID’s events, report issues and engage with businesses. Her presence in the area was positively received by businesses who said she was a useful asset and a welcome sight. During the Christmas programme, the Ambassador welcomed 772 people to the area, of which 46% were men with an average age of 37 and 54% were female with an average age of 33. Of those who engaged with the Ambassador, 61% were deemed to be local or familiar to the area, 32% were foreign tourists and 7% were in Hammersmith for business reasons. many felt badly damaged them during the ever important post-Christmas sales period.
Foreign Tourist 32% %
ess 7
Busin
Local 61%
As you can see in the graph below, the Eventim Apollo and the Novotel London West were the most sought after venues, with the majority of visitors seeking directions there.
18% 8% 4%
EVENTIM APOLLO NOVOTEL HAMMERSMITH TOWN HALL
4% 2%
HAMMERSMITH AND CITY LINE CHARING CROSS HOSPITAL
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PRESS COVERAGE THE BID’S CHRISTMAS CAMPAIGN RECEIVED A HEALTHY AMOUNT OF COVERAGE IN THE PRESS INCLUDING GETWESTLONDON, TIME OUT AND HAMMERSMITHTODAY.
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