Edinburgh’s Christmas 2013 Event Report
Photography All photos by Fraser Cameron unless otherwise stated
Introduction Underbelly Limited and Unique Events Limited were awarded the contract by the City of Edinburgh Council to provide Edinburgh’s Christmas and Edinburgh’s Hogmanay for three years from 2013/14 to 2015/16. Under the contract, Underbelly have operational responsibility for delivering the Christmas elements of the programme and Unique Events have operational responsibility for delivering the Hogmanay elements of the programme. This is a report on the delivery of Edinburgh’s Christmas in the first year of the contract: 2013/14.
Index The report has the following sections: Executive Summary
Events 24
5
Objectives 7
Boosting Edinburgh’s Business
27
Research 8
More Facts & Figures
30
Key Facts 9
Edinburgh’s Christmas in the Media
37
What Was Edinburgh’s Christmas?
12 Edinburgh’s Christmas 2013-14
4
Executive Summary What is Underbelly wanting to achieve for Edinburgh’s Christmas? Edinburgh is one of the great cities of the world, with a reputation for its festivals and events. Along with Edinburgh’s Hogmanay, Edinburgh’s Christmas is an opportunity for Edinburgh in the winter to show off to the rest of the world. We want Edinburgh’s Christmas to rate alongside the best of other world Christmas events. Christmas is a time for celebration - with families and friends - and, as we point out in the Objectives section overleaf, we wanted above all to make Edinburgh a happy place to be at Christmas. We wanted to achieve this by improving the quality of the event: the quality of the aesthetic; the quality of the markets, attractions, show and events; and ensuring that the event had a safe family feel. Quality brings people to an event and our other main objective was to help encourage people into Edinburgh’s City Centre. Christmas is an important time of year for businesses - especially for retail and hospitality businesses - and it is important that Edinburgh’s Christmas increased footfall past those businesses and through their doors. We believe we achieved these aims. As will be seen through this report: »» In December 2013, CNN named Edinburgh in their list of “10 best cities for a winter vacation” positioning the city as one of the great winter destinations of the world. »» People liked the quality and there was a very high level of satisfaction with the event: 97% of visitors were either very satisfied or satisfied with their overall experience at Edinburgh’s Christmas. »» Over 387,000 tickets were sold for shows and attractions and Edinburgh’s Christmas. »» Footfall in the City Centre increased on the same period last year by 7.6% (massively outperforming a UK average of -2.9%) and footfall was especially high on Princes Street (near Edinburgh’s Christmas arena) where it increased by 16.8% on the same period last year. We’re not suggesting that Edinburgh’s Christmas was solely responsible for this increase but we believe that we helped contribute to the success of the City Centre. »» Edinburgh’s Christmas brought people into the City Centre. Over half of the visitors to Edinburgh’s Christmas (51%) who came from outside Edinburgh and the Lothians said that Edinburgh’s Christmas was the sole or an important reason to come to Edinburgh’s City Centre that day. And this number increases with visitors from within Edinburgh and the Lothians: 73% of whom said that Edinburgh’s Christmas was the sole or an important reason to come to Edinburgh that day. »» 87% of businesses said they thought Edinburgh’s Christmas was good for the City Centre. »» 100% of hospitality businesses said that trading in December was up on December 2012. »» 60% of retail businesses said that trading in December was up on December 2012.
5
Executive Summary Contd. Community and civic benefits: »» There were also substantial community benefits as outlined in this report, not least the completely re-imagined Light Night on George Street, at which 1,300 amateur performers from across the community performed in front of a capacity crowd of 26,000; with Sir Chris Hoy leading the civic events by turning on the lights in front of the Assembly Rooms. »» As is reported elsewhere in this report, crime and anti-social behaviour significantly declined across the event compared to previous years. These are all very positive achievements and we are very proud of having helped Edinburgh celebrate at Christmas.
Areas For Improvement However, we are aware that there are areas for us to improve the event: »» Visitors to Edinburgh’s Christmas were less satisfied with value for money than they were with the overall experience. »» Visitors were less satisfied with value for money if they came with children, or if they came from the local area. »» Visitors asked for more affordable attractions for children. So, some improvements that we will be making for the event in 2014 will include: »» More affordable attractions for families and children. »» Discounts for local residents. »» Family packages. We look forward to working with our partners to deliver a great Edinburgh’s Christmas in 2014.
Photo: Murdo McLeod
6
Objectives Edinburgh’s Christmas in 2013 had two key objectives: 1. to improve the quality of the festive offering in Edinburgh; and 2. to attract more visitors to the City Centre over the Christmas and Hogmanay period. We wanted to improve the quality of Edinburgh’s Christmas to ensure that the residents of Edinburgh had a festive celebration both to enjoy with their friends and families and to be proud of. We want Edinburgh’s Christmas to rate alongside the best of other world Christmas events. We also believe that improved quality complements the second objective: attracting local, national and international visitors to the city, to increase footfall and drive trade to local business.
In 2013, CNN named Edinburgh in their list of “10 best cities for winter vacation” positioning the city as one of the great winter destinations of the world. Christmas markets along East Princes Street Gardens
7
Research This report relies on the following sources: Underbelly’s own reports, ticket sales and attendance figures. Visitor research conducted by Culture Republic via a series of 679 interviews conducted at Edinburgh’s Christmas sites over the period 7th - 23rd December 2013. The data results from this analysis is used throughout this report. Based on the measured footfall figures, the confidence level for this analysis of +/- 4, which indicates a very strong level of confidence. Business research via Essential Edinburgh. Essential Edinburgh conducted a survey of its 595 businesses, of which 67 responded. This survey is also referred to throughout this report.
Edinburgh’s Christmas 2013-14
8
George Street on Light Night
KEY FACTS & FIGURES
9
One of the stages at Light Night
Tickets Sold 387,462 tickets were sold for Edinburgh’s Christmas
In total, shows and attractions
Footfall 16.8 % increase in footfall on Princes Street in December 2013 (near
Edinburgh’s Christmas arena ) against December 2012.
** Essential Edinburgh Survey
Footfall in the City Centre in December 2013 increased by (massively outperforming a UK average of - 2.9% )
7.6% ** Essential Edinburgh Survey
10
Star Flyer
120,000
tickets sold for the Big Wheel
62,000
tickets sold for the Star Flyer
45,000
tickets sold for the Santa Train
69,800
tickets sold for the Carousels
24,300
tickets sold for shows
19,000
tickets sold for Christmas Tree Maze
11
33,000
tickets sold for the Ice Rink
Starflyer
WHAT WAS EDINBURGH’S CHRISTMAS 2013?
12
EDINBURGH’S CHRISTMAS 2013 COMPRISED OF TWO ARENAS East Princes Street Gardens & The Mound
St Andrew Square
13
AND THREE EVENTS Light Night - 24 Nov 2013
Forth FM’s Arlen eS tu
S th wi
ir C
The Nativity Carol Concert - 1 Dec 2013
oy at Light N hris H igh t
Decorate Edinburgh
ar t
26,000
people attended Light Night Outside the Assembly Rooms, George Street, Light Night
14
East Princes Street Gardens East Princes Street Gardens has in recent years been the traditional home of Christmas attractions in Edinburgh. Edinburgh’s Christmas 2013 provided a refreshed approach to this area. In the lower gardens, our youngest visitors enjoyed Santa Land: an area comprising a 300-strong Christmas Tree Maze, the Santa Train and Santa’s Grotto. Up top, more than 87 stalls made up the European Christmas Market - offering shoppers a range of crafts, gifts and edible treats. The centrepiece of this area was the all-new Big Wheel. For the first time, riders were able to enjoy the experience from an enclosed pod whilst listening to commentary on the history of the City of Edinburgh provided by our partners at Lothian Buses and Edinburgh Bus Tours. The Big Wheel proved to be our biggest attraction and sold more than 120,000 tickets.
CHRISTMAS TREE MAZE 19,000 tickets sold ICE RINK 33,000 tickets sold SANTA TRAIN 45,000 tickets sold DOUBLE CAROUSEL 46,000 tickets sold BIG WHEEL 120,000 tickets sold
East Princes Street Gardens
15
Another big favourite of the festive attractions was the Ice Rink. Raised up from the lower gardens to the Princes Street level, it offered a city centre and very visible skating experience. Although smaller than previous years, it proved ever-popular with more than 33,000 visitors taking part. A specially designed viewing platform above the rink allowed visitors to watch their friends and family skate while enjoying a warm drink. The Double Decker Carousel sat at the east end of the upper terrace giving the site a really traditional Christmas look and selling 46,000 tickets. View of Edinburgh’s Christmas East Princes Street Gardens site from the Scott Monument
16
St Andrew Square St Andrew Square became the home to a new Christmas arena located in the heart of one of Edinburgh’s key shopping areas. The centre of the event was the historic Paradiso Spiegeltent which provided a 638 seat performance space with up to three shows a day taking place and putting performance right at the heart of Edinburgh’s Christmas. Family shows made up the daytime programming in the Spiegeltent with popular shows Captain Flinn and the Pirate Dinosaurs and Little Red Riding Hood. Following huge success in Australia and London, the Spiegeltent also hosted evening performances of the critically acclaimed show LIMBO. The show was complemented by the ‘Spiegel Dining’ experience, a partnership between Edinburgh’s Christmas and The Scottish Café and Restaurant, which provided guests with a festive pre-show menu of local Scottish produce. Between them, the shows sold 24,300 tickets. Inside the Paradiso Spiegeltent
24,300
tickets sold for SHOWS
17
The Star Flyer and the Scottish Market at St Andrew Square
48 stalls in & around St Andrew Square
Also in St Andrew Square was the Children’s Market, where 1,392 of our younger visitors took part in craft workshops that included gingerbread decorating and present making. Next to this was a traditional carousel which attracted 23,800 customers. St Andrew Square Scottish market comprised of 48 stalls. The stalls showcased a diverse range of Scottish food alongside traditional Christmas market food and gifts. At the heart of the square was the Monument Bar, designed and built especially for Edinburgh’s Christmas. The open-sided bar provided some protection from the elements for those enjoying a mulled wine, hot toddy or warm cider. Event sponsor Forth FM also made use of the space by broadcasting live from the bar once a week during the festival. A major change to Edinburgh’s skyline this Christmas came with the spectacular Star Flyer enjoyed by 62,000 people. The 60m high ride could be seen from around the city and riders were treated to spectacular views right out to the Firth of Forth and the Pentland Hills. The Star Flyer as seen from The Mound
62,000
tickets sold for Star Flyer
23,800
tickets sold for Carousel
18
The views from the Star Flyer
Carol singing outside the Monument Bar in St Andrew Square
19
The Big Wheel on East Princes Street Gardens
The Ice Rink on East Princes Street Gardens
20
Marketing Edinburgh’s Christmas The marketing budget allocated to promote Edinburgh’s Christmas in 2013 was significantly higher than in previous years. A spend of £115,000 resulted in a comprehensive campaign that covered print production, press advertising, outdoor advertising, social media, taxis and buses. We also worked with our media partners Metro and Forth FM who contributed a combined value in kind campaign of £120,000. A new website, www.edinburghschristmas.com, was launched in autumn 2013 where consumers could find information about shows, attractions and events. A comprehensive social media campaign generated 37,449 fans on Facebook (up from 9,000 in 2012) and 6,800 followers on Twitter (up from 4,789 in 2012). Branded taxis
Bus supersides
Website
Outdoor Advertising
Branded taxis
21
New Box Office System Edinburgh’s Christmas operated a centralised box office system with seven box offices located between the two sites providing visitors with an easy to access method of buying tickets on one system for all the attractions and shows. We also installed a new booking system on the website allowing customers to buy time allocated tickets for certain attractions, further improving the customer experience. The Edinburgh’s Christmas website also allowed customers to buy ticket bundles for a selection of events across Edinburgh’s Christmas for a discounted price. Between 24 December and 5 January, we worked with the Edinburgh Evening News on a partnership to give away tickets for Edinburgh’s Christmas attractions in ‘The Alternative 12 Days Of Christmas’. Customers were offered the opportunity to meet twelve different sets of criteria - one for each day - to win free tickets for the Ice Rink, the Big Wheel, and the Star Flyer. For instance, on Christmas Eve, you needed to dress up as an elf, Santa or an angel; on 29 December, if you wore a kilt; on 30 December, if your birthday occurred on one of the twelve days; on 31 December, if you made a proposal of marriage (one couple did!); on 2 January, if you were in one of the Services; and on 5 January, if you came with a gift to donate to charity. The Alternative 12 Days Of Christmas gave away 1,291 tickets. Day 1
Day 9
Day 11
22
Crime reduction Edinburgh’s Christmas re-imagined layout, heightened awareness and increased security deterred crime and anti-social behaviour within both family orientated event areas. Police Scotland confirmed reports of a low volume of crime which they attributed to the success of the site operation in both St Andrew Square and East Princes Street Gardens. Police Scotland further confirmed that crime halved in the Princes Street Gardens area, which is particularly noteworthy given the extra week of operation in November. Police Scotland reported that ‘Crime and complaints were at a remarkable low level’. There were no matters relating to licensing or alcohol disorder or related offences with in either of the Christmas arenas.
Neighbourhood relations We communicated with all the relevant local associations and BIDs (Essential Edinburgh, George Street Association and Thistle Street Association) throughout Edinburgh’s Christmas planning and operational period. Neighbours to the areas were given a direct line of communication, an operational telephone number and an email address. No complaints were received, apart from one issue in relation to waste collection in St Andrew Square which was reported to CEC. We continue to work with the neighbours of Edinburgh’s Christmas and have recently attended a feedback workshop with Essential Edinburgh and the key stakeholders within their BID district. This was a very useful session and will aid the planning and development of Edinburgh’s Christmas 2014. Carousel
23
Light Night
EVENTS
24
Light Night Light Night took place on Sunday 24 November and attracted record crowds of 26,000 into the heart of the city and was considered a success by the community, local businesses and participants. The concept of Light Night was a community event: an event presented by the community to the community. A way for local people to herald the turning on of the Christmas lights and welcome in the Festive season. The event was moved to a Sunday to allow more people to participate, and to George Street to accommodate the expected number of visitors, as well as providing a boost for City Centre retail and hospitality businesses. The event was based on the 12 Days Of Christmas with 62 different social, community, youth and primary school groups performing their interpretation of one of the 12 days of Christmas on the ten stages up and down George Street. In all, over 1,300 participants performed, including 19 primary school groups. From African drummers, to country dancers, to Gaelic choirs, and piping bands the whole street was entertained for two hours. The Salvation Army band, the Edinburgh University Chamber Choir to the Edinburgh Rock Choir all gave performances from the Gold Stage outside the Assembly Rooms. The event was hosted by Forth FM’s DJ Arlene Stuart who was joined by Olympic hero Sir Chris Hoy who had the honour of switching on the City’s lights from the Gold Stage. He was accompanied by 8 year-old Amy McBeath who has raised over £4,000 for the Sick Kids Friends Foundation. The event culminated with an impressive display of fireworks from the Assembly Rooms roof. Essential Edinburgh reported the event as successful for local businesses and have asked for the event to start earlier in 2014 to allow business to capitalise on the extra footfall. Police Scotland reported the event a great success with no reportable incidents. Lothian buses reported no problems, other than the expected slight delays. George Street returned to normal in good time, being fully operational by 11pm on the 24th November. Light Night
25
Nativity Scene and Carol Concert The relocation to St Andrew Square of the city’s Nativity scene kindly donated to the City by Sir Tom and Lady Farmer created an effective, safe and visible location. It also provided a prominent backdrop for the Nativity Carol Concert which took place on 1 December. An estimated 1,000 people attended the free event and all the main denominations from Edinburgh were represented at the celebration. Local charity Waverley Care benefited from the concert collection in support of World Aids Day. A short reception took place in Harvey Nichols after the event.
Regular performances by local groups Performers from Light Night were invited to perform and raise funds for their group at stages located at either St Andrew Square or East Princes Street Gardens. Bag pipers, choirs and drummers all came along during the festive period, performing to an audience of Edinburgh’s Christmas visitors.
Decorate Edinburgh Decorate Edinburgh was an inclusional charity project designed to reach out to businesses in Edinburgh and its urban villages. 42 businesses across Edinburgh paid for and decorated a tree, some with the aid of local artists. Visitors and passers-by were encouraged to visit the various trees. A Tree Trail Map was handed out across the City showing people where the trees were located. The project supported three Edinburgh charities: Sunflower Garden, Edinburgh Clothing Store and Cash for Kids. A total of £987.00 was donated to charity. Trees were supplied by the Bethany Christian trust who support homeless and vulnerable people in the City.
Salvation Army musicians performing at Light Night
26
BOOSTING EDINBURGH’S BUSINESS
Market stall on East Princes Street Gardens
27
Boosting Edinburgh’s Business As can be seen from previous pages, Edinburgh’s Christmas delivered a quality Christmas programme and a marketing campaign to support it. The combined effect was that people came to Edinburgh’s City Centre to enjoy the event and while there, they spent money with other businesses, boosting the local economy. This conclusion is supported by the following facts: »» Footfall in the City Centre increased on the same period last year by 7.6% (massively outperforming a UK average of -2.9%) ** »» Footfall was especially high on Princes Street (near Edinburgh’s Christmas arena) where it increased by 16.8% on the same period last year. ** * Culture Republic Survey ** Essential Edinburgh Survey
George Street on Light Night
28
Edinburgh’s Christmas was a reason people came into the City Centre »» Over half of the visitors to Edinburgh’s Christmas (51%) who came from outside Edinburgh and the Lothians said that Edinburgh’s Christmas was the sole or an important reason to come to Edinburgh’s City Centre that day.* »» And this number increases with visitors from within Edinburgh and the Lothians, 73% of whom said that Edinburgh’s Christmas was the sole or an important reason to come to Edinburgh’s City Centre that day.*
Visitors to Edinburgh’s Christmas spent money - and the majority of it at other businesses in the Edinburgh. »» Visitors to Edinburgh’s Christmas, who were resident in Edinburgh or the Lothians, spent an average of £134 during their visit to the City Centre, £45 of which was spent at Edinburgh’s Xmas: so £81 (excluding transport) was spent with other businesses in Edinburgh.* »» Visitors, who were resident outside of Edinburgh and the Lothians, spent an average of £317 during their visit, £53 of which was spent with Edinburgh’s Christmas: so £169 (excluding transport) was spent with other businesses in Edinburgh.* »» 55% of those visiting from outside of Edinburgh and the Lothians stayed overnight.*
City Centre businesses benefited from Edinburgh’s Christmas which they thought was good for the City. »» 87% of businesses said they thought Edinburgh’s Christmas was good for the City Centre.** »» 100% of hospitality businesses said that trading in December was up on December 2012.** »» 60% of retail businesses said that trading in December was up on December 2012.** * Culture Republic Survey ** Essential Edinburgh Survey
Light Night
29
George Street on Light Night
MORE FACTS & FIGURES
30
Who came to Edinburgh’s Christmas? Edinburgh’s Christmas attracted a diverse range of people. This can be seen in the Mosaic Scotland Group findings below. Our visitors from Edinburgh were generally representive of the Edinburgh population both in their income levels and age group. Our visitors from the rest of Scotland did not so closely follow the Scottish average - with higher percentages coming from “Urban Sophisticates” and “Upper Echelons” - perhaps illustrating the financial cost of coming into Edinburgh, although the percentage of “Lower Income Families” closely corresponds to the Scottish national average.
Mosaic Scotland Group - Edinburgh
Mosaic Scotland Group - Scotland
Edinburgh Resident Attenders (233)
All Scotland respondents (base 572)
Edinburgh Population Households
20
35
18 16
30
14
25
12
20
10 8
15
6
10
4
5
2
0
ty So le FT ph s ow ist n ica C G en te Re s tre nt Si er ng sN H le ow s Lo w Ow In ni co ng m IS e F ta a te m ile Be s ne fic JS i a ha rie de s so fG re y
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Lif es
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Up A
Fa m B
Scotland Population Households
NOTE: Mosaic Scotland identifies the characteristics that make living in Scotland different from the rest of the UK, such as levels of owner occupation and patterns of rurality. Covering 2.2 million households, Mosaic Scotland classifies each postcode into one of 10 Groups and 44 Types. A
Upper Echelons
Successful people living in the choicest of suburban locations
B
Families On The Move
Busy families who are moving up in their careers and lifestyles
C
Small Town Propriety
Middle wealth households with a local outlook
D
Country Lifestyles
Rural communities and isolated farmers
E
Urban Sophisticates
Young, well educated singles in city apartments
F
Town Centre Singles
Single people living in the older flats and houses of town centres
G
Renters Now Owning
Owner occupiers of ex-council housing living in stable communities
H
Low Income Families
Families with children living on limited means in low rise council housing
I
State Beneficiaries
Very low income households in council flats
J
Shades of Grey
Elderly residents in publicly rented accommodations Culture Republic Survey
31
Who came to Edinburgh’s Christmas? Contd. Most visitors to Edinburgh’s Christmas were under 44. The average age of visitors to Edinburgh’s Christmas aged between 25 and 44 was 48%, increasing to 53% of visitors from Edinburgh and the Lothians. This accords with the fact that Edinburgh is a young city with 55% of the adult population (aged 15+) aged 44 or under. Families came to Edinburgh’s Christmas. 38% of visitors overall attended with children. 70% of the families visiting had children aged 5 or under and 57% had children aged over 5. Visitors from the Lothians were most likely to visit Edinburgh’s Christmas with children.
What is your age group (base = all respondents 678)
What is your age group? (base = all respondents 678) 24
24
Around half of respondents interviewed were between 25 and 44 14
15
11
10
10% were over 65 years old
1 15-18
12% were in the under 25 age group
0 19-24
25-34
35-44
45-54
55-64
65-74
Market Stalls on The Mound
32
75+
Culture Republic Survey
Where did they come from? While 51% of visitors to Edinburgh’s Christmas were from Edinburgh and the Lothians, the other 49% came from elsewhere: 24% coming from the rest of Scotland and 25% coming from the rest of the UK or abroad. Residence of respondents (% of base=679) 37
Residence of respondents
24
14
13
Edinburgh
Lothians
other Scotland
Although attracting Scottish audiences, Edinburgh’s Christmas also attracted a quarter of its visitors from the rest of the UK and abroad.
11
other UK
International Culture Republic Survey
(% base all respondents, 679)
Visitors with Children Just over a third of visitors to Edinburgh’s Christmas visited with Children (38%). The largest group of children attending was the 3-5 age group. What ages are the children? (% Are you visiting today with base= people visiting with children aged under 16? (% children = 258) base=679)
Are you visiting today with
What ages are the children?
Visiting with children
53
children 16? Not visitingunder with children
47
33
38% YES
23
62% NO
1 under 3 Culture Republic Survey
3-5
(% base all respondents attending with children, 245)
33
6-9
10-14
15+
Culture Republic Survey
Why did they come?** Diverse audience. Edinburgh’s Christmas attracted a very diverse range of visitors, the majority of visitors were not grouped into any one particular social sector. A new audience. The re-imagined Edinburgh’s Christmas attracted a new audience with 28% of respondents saying they were first time visitors. Edinburgh’s Christmas was their main reason for coming to the City Centre. 73% of visitors from within Edinburgh and the Lothians said that Edinburgh’s Christmas was the sole or an important reason to come in to Edinburgh’s City Centre. 51% of visitors from outside Edinburgh and the Lothians said that it was the sole or an important reason to come to Edinburgh. Range of activities on offer. Although the Markets were the main reason for visitors to come to Edinburgh’s Christmas (51%), the Attractions (22%) and Family Acitivities (21%) were also strong draws. And once visitors arrived, they didn’t just do one activity: with 85% of respondents doing two or more activities and 49% doing three or more activities. Attractions were enticing. People liked what they saw when they arrived. Although only 22% said that the Attractions were their main reason for coming, 82% of visitors went on an Attraction; and although only 21% said that Family Activities were their main reason for visiting, 42% of visitors then participated in a Family Activity. ** Culture Republic Survey
The Santa Train
34
Customer Satisfaction With Edinburgh’s Christmas Visitors to Edinburgh’s Christmas were satisfied with the overall experience at the event: »» 98% said they were very satisfied or satisfied with the overall experience, (70% very satisfied, 28% satisfied) »» 97% of people visiting with children said they thought there was enough for families to do The majority of people were satisfied with value for money at Edinburgh’s Christmas but the level of satisfaction does drop when compared to those satisfied with the overall experience. »» 74% said they were very satisfied or satisfied with value for money (30% very satisfied , 44% satisfied) »» 10% said they were dissatisfied with value for money The majority of families or people visiting with children were satisfied with the overall experience and value for money but less so than those visiting without children. »» 98% of those visiting without children were very satisfied or satisfied with the overall experience (72% very satisfied, 26% satisfied) compared with 95% of those visiting with children (63% satisfied, 32% satisfied) »» 83% of those visiting without children were very satisfied or satisfied with the overall experience (37% very satisfied, 46% satisfied) compared with 61% of those visiting with children (20% very satisfied, 41% satisfied) How would you rate your visit today for...?
How would you rate your visit today for....? Overall Experience 671
Value for Money 677 Very dissatisfied
Dissatisfied
1
Neither satisfied nor dissatisfied
1
Value for money (677)
10
16
Satisfied
Very satisfied
Very dissatisfied Dissatisfied
98% satisfaction with overall experience 28
Overall experience 0
30
44
Value for money... 74% satisfaction with value for money
70Very
Neither satisfied nor dissatisfied satisfaction with and without children Satisfied
Satisfied Overall experience
children (253)with Visiting
children
dissatisfied
10 20 30 40 50 60 70 Dissatisfied 80
Levels of Neither satisfied nor dissatisfied Very satisfied 100% 90% 32 80% 70% 60% 50% 40% 63 30% 20% 10% 0% Visiting 253with
Overall experience (671)
26
72
Visiting 418without children (418) Visiting
without children
Value for money Very satisfied 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0%
17
5 12
Very dissatisfied
22 46 41
Dissatisfied Neither satisfied nor dissatisfied Satisfied
37
100% 90% Visiting Visiting without 80% 256with 421 children children 70% Visiting without 60% (256)with Visiting (421) children children 50% 35 40% 30% 20
Value for money...
Very satisfied 17
5 12
22 46 Survey Culture Republic 41
Customer Satisfaction With Edinburgh’s Christmas Contd. Visitors to Edinburgh’s Christmas from outside of Edinburgh and the Lothians were more likely to be satisfied by the overall experience. Visitors who had been to Edinburgh’s Christmas before were marginally more satisfied than those who were coming for the first time (71% of repeat visitors were very satisfied, against 67% of first time visitors). However, visitors coming to Edinburgh’s Christmas for the first time were 100% satisfied. Very satisfied
Satisfied
Neither satisfied nor dissatisfied Dissatisfied
How would you rate the overall experience of your visit today? Very dissatisfied
Value for money...
International 78 (78) International
55
Very dissatisfied
8
Dissatisfied Neither satisfied nor dissatisfied
Other 93 UK (93) other UK
52
40
6
Satisfied Very satisfied
Other Scotland 163 (162) other Scotland Lothians 90 (90) Lothians
36
27
51
17
Edinburgh 253 (248) Edinburgh
49
22
0%
16
17
42 20%
Very satisfied
18
21
40%
60%
6
15
80%
100%
100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0%
5 12
17 22
46 41 37
20 256
421
Culture Republic Survey
Visiting with Visiting without children children
Satisfied
Neither satisfied nor dissatisfied Dissatisfied Very dissatisfied
Overall experience by new / repeat visitor
190 First time visiting First time visiting Christmas Christmas events in Edinburgh events in Edinburgh (476)
67
33
Value for money... Very dissatisfied Dissatisfied Neither satisfied nor dissatisfied
476 Been to Christmas events in Been Edinburgh to Christmas events in in previous year Edinburgh in previous year (190)
0%
71
27
Satisfied Very satisfied
20%
40%
60%
36
80%
100%
100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0%
17 22
5 12 Culture Republic Survey
46
41 20 256
37 421
Light Night
IN THE MEDIA 37
The Scotsman 25 September 2013
38
Edinburgh Evening News 20 November 2013
39
The Scotsman 22 November 2013
40
Edinburgh Evening News 25 November 2013
41
Metro 5 December 2013
42
Edinburgh Evening News 21 December 2013
43
The List December 2013
44
Edinburgh Evening News 27 December 2013
45
The Guardian 20 December 2013
46
Edinburgh Evening News 8 January 2014
47
Edinburgh Evening News 22 January 2014
48
Edinburgh Evening News 22 January 2014
49
Press Quotes ‘We know this year’s offering will be slick – as Underbelly productions always are’’ Edinburgh Evening News 15.11.13
‘For a real festive experience nothing beats a trip to Edinburgh’s Princes Street Gardens during the run up to Christmas.’ Daily Record, Christmas Supplement 17.11.13
‘Edinburgh will light up your Christmas’ Edinburgh Now 21.11.13
‘With more than ever going on, this is a great time of year to enjoy Edinburgh’ Edinburgh Evening News 21.11.13 City Lights supplement.
‘Bigger and better: Capital’s festivities reach a new level’ Edinburgh Evening News 21.11.13 City Lights supplement
‘A display of strength and agility that will take your breath away during the incredible show, LIMBO.....This year promises to be the best yet with something for everyone.’ Arlene Stuart, Edinburgh Now 21.11.13
‘Praise is due for the city’s festive thrills’
Edinburgh Evening News 22.11.13 Letter to the editor.
‘It’s shaping up to be a great Christmas in Edinburgh with a mixture of favourite attractions vying with spectacular new sights to see and things to do’ Edinburgh Evening News, City Lights supplement 21.11.13
‘Bigger and better: Capital’s festivities reach a new level’ Edinburgh Evening News, City Lights supplement 21.11.13
‘Praise is due for the city’s festive thrills....I do think that the changes to this year’s Christmas Festival should be praised for changing and raising the quality of the events, which in the last few years had become tired.’ Letter to the Editor Edinburgh Evening News 22.11.13
’Thousands flock to City Centre as Olympic hero Sir Chris Hoy flicks the switch’ Edinburgh Evening News 25.11.13
‘An estimated 26,000 revellers turned out to watch cycling legend Sir Chris Hoy switch on the festive lights, smashing predictions the Light Night event would attract 18,000 spectators...The dazzling displays included performances of everything from LED hula hooping to African drumming’ Edinburgh Evening News 25.11.13
‘They have transformed St Andrew Square into a place that is sparkly and fun, with a touch of class.’ Fiona Duff, Edinburgh Evening News, 29.11.13
‘We came to the market a couple of years ago and we really liked it. I think its even better this year. There’s more different things to buy. The prices are reasonable for 50
Press Quotes what you get – it’s all handmade, crafted stuff.’
Member of the public, Steven , Edinburgh Evening News 29.11.13
‘LIMBO is a dark, dangerous and at times hilarious modern-day freak show, peopled by some of the most mesmerising performers you’ll ever see...These ‘amazing human beings’ certainly offer an exhilarating night out’ Edinburgh Evening News 29.11.13
‘Despite being slick and professional to the core, there’s something wonderfully rag tag about Limbo’ ★★★★ The Scotsman, Kelly Apter 03.12.13
‘It was amazing, gravity defying and strangely sinister at the same time’ Edinburgh Now, Alison Craig’s Diary 04.12.13
‘The spectacle has been credited with attracting more people to the City Centre in general, with footfall across the area up 13.2 per cent over the last two weeks compared with the previous year.’ Edinburgh Evening News 05.12.13
‘Record crowds are flocking to Edinburgh’s Christmas, which includes market stalls and fairground rides in the City Centre’ Metro 05.12.13
‘It seems to have something for everyone, with markets, attractions and the rather exotic Limbo’ The List, Grant Stott 12.12.13 – 23.01.14
‘A compendium of classic and contemporary circus feats and trickery are thrown our way across 75 minutes of loud, lively and lascivious entertainment’ ★★★★ The List 12.12.13 – 23.01.14
‘The centre of Edinburgh has been transformed into a winter wonderland, packed full of attractions and things to do and see. The descision to extend it from Princes Street Gardens to St Andrew Square has been delivered with aplomb. Despite its growth, the traditional market still feels authentic, the whole thing looks great and there is something for everyone, even if the prices are a bit steep. In short the organisers have done a really classy job.’ Edinburgh Now, Scott Douglas comment. 18.12.13
‘Well done to Underbelly for a festive smash hit’
Edinburgh Evening News, letter the editor from member of the public 21.12.13
‘We spent our work’s day out at Edinburgh’s Christmas and it’s spectacular’ Sunday Mail. Cat Harvey, Real Radio. 22.12.13
‘We were much happier with the quality of the various attractions this year’ The Scotsman, quote from Andy Neal – Essential Edinburgh 08.01.14
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Press Quotes ‘Business leaders in Edinburgh have hailed the success of its revamped Christmas festivities after it emerged there had been a significant increase in visitors to the heart of the capital over the last six weeks.’ The Scotsman 08.01.14
‘Roughly 70 per cent of business surveyed by Essential Edinburgh said they had seen an increase in turnover during the event when compared with 2012’ Edinburgh Evening News 22.01.14
‘The City Centre looked fantastic at Christmas time and the attractions in the main were a vast improvement on previous years.’ Edinburgh Evening News, comment 22.01.14
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For further information: Charlie Wood Director Charlie@underbelly.co.uk 0207 307 8480 Office Mobile 07974 130912 Ruth Fisher Edinburgh’s Christmas Producer Ruth@underbelly.co.uk 0131 623 3031 Office Mobile 07952 066301 Mary Gleeson Partnerships maryg@underbelly.co.uk Mobile 07712 251273 Underbelly Ltd 5 Bywell Place London W1T 3DN For further information on all Underbelly events visit www.underbelly.co.uk
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Photo: Murdo McLeod