Welcome & Introductions

Barrie KellyCEO, Visit Greenwich

Discussion Topics

1. New Events Strategy

2. GMT/SRG

3. Destination Performance

4. What’s New for 2018

5. Discover England Product Development Fund

6. Visit London Campaign

7. Accommodation Booking System

Events Strategy

Dr James Kennell & Pamela ZigomoTourism Research Centre, University of Greenwich

Overview

• Aim of the project

• Methodology

• Key points from the analysis

• Strategy overview

• Focus: Implementation

Aims

• Produce an events strategy to cover 2018-2020

• Calendar of major events

• Identify gaps and opportunities for new events

• Decision making framework for evaluating event enquiries and proposals

Methodology

May – July 2017

Data analysis and destination review

T-Stats

DMP review

Competitor analysis

June - September 2017

Key stakeholder interviews

VG

RBG

17 Events Stakeholders

September – December 2017

Report production

Presentation to VG Board

Revisions

Sign Off – February 2019

Data analysis: key points

• Busiest event periods: July – September

• Periods for Growth: October – February, May & August

• July (GDIF) – biggest impact on some key indicators

• November (ATP & WTM) – biggest impact on hotel revenues

• Relationship between events and visitor impacts not fully developed

Accommodation data

•Occupancy rates

•REVPAR

Destination data

•Footfall

•Attractions

•Free vs Paid

•Transport usage

Influences

•Sunlight hours

•Max temp

•IPS data

•Exchange rates

Events

•Frequency

•Profile

•Type

Stakeholder interviews: key points

• Much more activity than currently captured by VG or RBG

• Heritage focus of the destination can overwhelm more ‘contemporary’ activity

• Night-time economy underdeveloped

• Woolwich creative district offers huge opportunities

• Communication and co-ordination can be enhanced

Key elements of the strategy

• Making Greenwich an ‘eventful destination’

• Destination-first programming

• Destination-wide programming

• New role for Visit Greenwich

• Greenwich as a night-time destination

• Pillar Events

http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&ved=0ahUKEwjXhZm1zqzWAhWJJlAKHQ07AjoQjRwIBw&url=http://www.greenwichworldheritage.org/maritime-greenwich&psig=AFQjCNE5PZV__sRdGdNSeVhbabDN-wfvJw&ust=1505751172403579

Programming new events – Destination 1st

Timing

Impact

Stakeholders

Eventfulness

Focus: Implementation

• New event sub-group from the VG board – with EM membership

• Using technology to enhance communication

• An online calendar of events for partners and visitors

• Partner events toolkit

• RBG Events sub-brand

Eventful Greenwich - “an exciting, dynamic place to visit, where something is always going on in amazing settings”

Questions

Event Organiser Perspectives

Jason CotillardGreenwich Music Time

Janet DenneOld Royal Naval College

Laurens WinkelSail Royal Greenwich

Janet DenneOld Royal Naval College

EVENTSOld Royal Naval College

The Site

• Painted Hall

• Chapel

• Visitor Centre

• Grounds

• Riverside location

Our ambition

- inspire local pride and world-wide acclaim

- create rich and memorable cultural experiences

- inspire the public via a stimulating artistic programme

To become an extraordinary cultural destination

Events

Book FestivalGreenwich and Docklands

International Festival

Thames Barge Race

Jaguar cars

Greenwich Music Time

Internal Events

Tours

Lectures

Immersive events

Lates

Jason Cotillard & Gemma VaughanGreenwich Music Time

Cuffe & Taylor / Live Nation

W H O I S G R E E N W I C H M U S I C T I M E

• Global leader of live entertainment

• 71,000,000+ fans.

• 90+ festivals globally

• Operate 196 venues across 11countries.

• Manage over 500+ artists.

• world’s leading ticketing company

• 484,000,000+ tickets sold across 28 countries

C O N S I D E R A T I O N S

• Local visibility• On site marketing opportunities

• Location• Public perception of where

Greenwich is.

• Operations• World Heritage Site• On-Site Partners• Security

G R E E N W I C H M U S I C T I M E

• Established in 2014

• In the grounds of a World Heritage Site –The Old Royal Naval College

• Largest seated outdoor venue in London

• Marketing Statistics (2017):

• National Media Spend: £158,000

• Media Reach: 17,271,420 people

• Cuffe and Taylor email database: 450,000+customers (47% open rate)

A U D I E N C E

1.0%5.0%

19.0%

29.0% 27.0%

12.0%7.0%

0.0%

10.0%

20.0%

30.0%

40.0%

13-17 18-24 25-34 35-44 45-54 55-64 65+

Ticketholder Age Breakdown

• Audience Statistics (2017):• 38% Male / 62% Female• Average group size: 2.62• General Admission + VIP Hospitality

upgrades• Top personicx audience group: ‘Mature

Money’• Very High Affluence

LONDON = 46% of ticket sales

P O S T C O D E D A T A

O P P O R T U N I T I E S

• £1 billion generated by music tourism in London in 2016

• 3.6 million music tourists attending music events in the capital in 2016

• 8,615 full time jobs sustained by music tourism in 2016

• 40% of audience music tourists.

(UK Music: Wish You Were Here Report 2017)

P A R T N E R S

Laurens WinkelSail Royal Greenwich

Tall Ships Events in Royal Greenwich

Greenwich Home of Tall Ships

Tall Ships Events in Royal Greenwich

• 2012: Sail Royal Greenwich (Olympics)

• 2013: Sail Royal Greenwich

• 2014: Royal Greenwich Tall Ships Festival

• 2015: Sail Royal Greenwich

• 2016: Sail Royal Greenwich

• 2017: Royal Greenwich Tall Ships Festival

• 2018: Sail Royal Greenwich 4-8 July 2018

• 2019: Sail Royal Greenwich?

• 2020: Royal Greenwich Tall Ships Festival?

Festival!

Key event details Tall Ships Festival• Proposal: every 3 years: 40+ Tall Ships

• Ship visits – Thu to Sat at Greenwich Ship Tier

& Woolwich Ship Pier

• Fireworks – Greenwich Wed / Thu / Fri

• Tall Ships Cruises B2C / B2B– Thames Tall Ship Cruise: 11am, 2pm, 5pm

– Thames Tall Ships Cruise + Fireworks: 8.30pm

– VIP Thames Tall Ships Cruise: 7pm

• Captain’s Dinner – Thursday

• Crew Party – Friday evening

• Crew Sports Programme – Friday morning

• Farewell fireworks – Saturday, Woolwich

• Parade of Sail – Sunday, Greenwich 5pm

Key event details Sail Royal Greenwich• Proposal: every year: 10 Tall Ships

• Focus: Woolwich Arsenal

• 2018: 4-8 July (for the first time in the summer)

• Ship visits –Woolwich Sat AM (local residents)

• Fireworks – Greenwich Wed / Thu / Fri, Woolwich Sat 9:45pm

• Hospitality Cruises + Deck Parties

• B2C Tall Ships Cruises (ticket sales starts 1 May)– Thames Tall Ship Cruise: 11am, 2pm, 5pm

– Thames Tall Ships Cruise + Fireworks: 8.30pm

– VIP Thames Tall Ships Cruise: 7pm

– NEW: VIP Thames Tall Ships Cruise + Passage Tower Bridge |

Sunday Brunch 12noon

Partner Up

• Joint Promotions

• Ticket Packages

• Benefits for your communities

• Promote 2020 plans

laurens.winkel@sailroyalgreenwich.co.uk

Thank You

Destination Update

Barrie KellyCEO, Visit Greenwich

Destination Performance 2013 to 2017

Projected Growth

Actual Growth

26% economic growth

Destination Performance

Destination Performance

Hotel Occupancy RevPAR Attractions River DLR

+7.5%

+12%

+2%

FLAT FLAT

2017

Destination Performance

+2.6%

-0.7%

+2%

Jan-Feb 2018 v Jan-Feb 2017

Hotel Occupancy

RevPAR

Attractions

River DLR

Southeastern

+56%

-11%-6%

What’s New for 2018

Discover England Product Development Fund

English Historic Cities= The Collection

Discover England Product Development FundCuration

DEPDFCuration

12

3

Do they feel EHC enough? Hit the mark on general appeal and EHC connection Can stray a little close to ‘classroom’ at the moment

POWER AND STRIFEGAME CHANGERS

DARK HISTORYGREAT THINKERS

LIVE LIKE A LOCALWELLNESS AND RESTORATION

DEPDFCuration: Themes

Live Like A Local

It has a personal feel. It's kind of being a Londoner, experiencing the markets, the

food. It just has a more intimate feel. I'm not sure how to explain it. It's like being part of it, which is a nice experience. It's the more

common side or the more everyday experience

Travel down the River Thames, discover howLondoners have lived for 2000 years, visit the placewhere the world’s time is measured from andfollow the lives of characters in a story written 650years ago! You can’t miss Tower Bridge, the famoussymbol of London where you can ascend to thehigh-level walkways where you can have stunningpanoramic views - and take some photos of yourfeet as you look down on London life through theglass walkway. But why not follow that with a visitto a local street market to soak up the atmosphere,sample some delicious food and buy some uniquesouvenirs at Brick Lane Market (vintage,collectables), Borough Market (food) or GreenwichMarket (antiques, fashion and food).

“

”

Escape to the Greats

I did find it always interesting to see where famous people lived and common historical

people like William Shakespeare or Isaac Newton. So in that sense, to see their homes and how and where they lived, I think that's

interesting and I do like that angle.

Leave London behind and visit some of England’soldest towns and villages, famous for being thehomes of William Winston Churchill and Sir IsaacNewton. You can explore the birth place of theworld’s most famous author, visiting theCommandery Museum in Worcester to learn aboutthe English Civil War and a tour of Christ ChurchCollege in Oxford University. And for somethingdifferent, a visit to the pub where Charles IIescaped.

“

”

Dark History

When I think of like, witches and castles, it just sounds like a, not like a fairy tale, but

you know what I mean, kind of like a novel or a book that's fun. Which maybe that's why in America we think this is like, fun,

because we think it's Halloween-ish.

Explore the dark side of England’s history, frommurder and intrigue to witches and England’s onlycursing stone! You could try a visit to LancasterCastle to explore the dark history on a guided tourwhere witches stood trial. Then you could followthis up with a trip along the Pendle Witch trail,which follows the route the Pendle Witches tookthrough the Ribble Valley to Lancaster Castle wherethey stood trial.

“

”I find it fascinating, because to me the British are

so prim and proper, so the fact that there is a murderous, dark history to the country, I find

fascinating, because it goes against what I think.

“

”

DEPDFCuration: Products

DEPDFCuration: Itineraries

Tower Bridge Tower of London Greenwich Canterbury Cathedral

DEPDFInterpretation

DEPDFMarketing

DEPDFWelcome

Visit London CampaignQ3 Results, Dec 17 – Feb 18

Page ViewsTarget: 1 million +To date: 969,913Progress: 97%

Facebook ReachTarget: 4 millionTo date: 4,613,840Progress: 115%

Email ReachTarget: 690,000To date: 727,649Progress: 105.4%

InstagramTarget: 1 millionTo date: 999,000Progress: 99%

Competition EntriesTarget: 25,000To date: 35,334Progress: 141.3%

TwitterTarget: 2 millionTo date: 1,624,495Progress: 81.2%

Visit London CampaignComing in Year 3

• Stay in Greenwich – pushing the new accommodation booking system

• Content for international markets in multiple languages

• Bundles, packages and building itineraries

• New video content for social media

• Visit London App – enhancing Greenwich’s presence on it

Accommodation Booking System

Accommodation Booking System

Accommodation Booking System

Questions