Friendly – Events and Marketing

Throughout the 5-year term of the Great Yarmouth Business Improvement District the aim has been to encourage additional visits to the town centre by delivering seasonal activities and annual events. As well as bringing in extra footfall these events have the potential to improve the visitor experience by contributing to a friendly and pleasant atmosphere to visit and shop, whilst positively influencing external perceptions of the town centre.

Marketing events and campaigns bring together the retail, leisure and heritage offer of the town centre as they embrace national and local events. The organisation of events by the Town Centre Partnership funded by the BID ensures that Great Yarmouth is a vibrant place for visitors and informs people about what the town centre has to offer.

The significant redevelopment that has been delivered in the town centre during the BID term, including the  circa £6m redevelopment of the covered market, the circa £6m public realm redevelopment of the Market Place, the circa £2m improvements to the Market Gates bus interchange and the opening of the circa £18m new library, college and university learning centre in the former Palmers department store, has limited the opportunity for outdoor events and entertainment. However, the Town Centre Partnership has continued to raise the profile of Great Yarmouth Town Centre by supporting events and activities to both promote visits and enhance the visitor experience for shoppers.

 

Events and marketing activities supported with funding from the BID during the last five years have included a mix of annual activities during crucial trading periods and school holidays including treasure trails, live entertainment, parades, craft fairs, and festivals. The peak festive trading period has been supported with a series of events including the 3-day Great Yarmouth Christmas Fayre and Market, the Christmas Lights Switch-on, a Norwegian Christmas Carol Concert and the community Christmas Lantern Parade. In addition to those events held regularly, the Partnership has been able to respond to national events and celebrations including organising street parties the Queen’s 70-year anniversary and the coronation of King Charles 3. As well as public events the Partnership has supported the Annual Town Centre Awards for the last five years, working with the Civic Society of Great Yarmouth to celebrate positivity and success amongst town centre businesses.

 

 

Summary of key achievements:

 

  • Over 30 days of unique events and activities supported
  • Monthly Member E-Newsletter to inform and update on town centre
  • Charity fundraising and social events held for members
  • Dedicated town centre website and social media channels
  • Annual Town Centre Awards event
  • Extensive Christmas events and marketing campaign
  • Free digital and social media training provided to businesses

 

 

Additional ‘Friendly’ Activities

To promote the viability and vitality of the town centre, the Town Centre Partnership works alongside the Borough Council in managing events and activities in the pedestrian area, including entertainment, marketing promotions, and leaflet distribution. We also monitor the activities of pedlars and buskers to ensure that they are not causing a nuisance to visitors and traders. We are continually working with local and national organisations to market the town and keep a database of vacant property regularly updated whilst monitoring key performance indicators including footfall and car parking.