Transcript Full Findings, Norwich BID 2013

1
Norwich BID Events
Evaluation
Research findings for
Norwich BID
7th October 2013
Prepared by Insight Track Ltd.
T: 01603 626800
E: [email protected]
Location travelled from




Spectators were most likely to live
within central Norwich (43%):
 NR1: 14%
 NR2: 11%
 NR3: 18%
Those living in the Norwich suburbs
were slightly fewer in number (22%):
 NR4: 7%
 NR5: 3%
 NR6: 4%
 NR7: 8%
Some people from the outskirts of
Norwich, as well as Great Yarmouth
and the North Norfolk Coast,
attended (typically comprising
between 1-3% of audiences)
9% lived beyond Ipswich and
Peterborough (i.e. visitors)
Base: 186 – all respondents, unprompted, single code
Q: Just so we can understand where people have travelled from, can I please ask
what the first part of your postcode is e.g. NR1, NR31?
2
Respondent profiles: age and gender
3
There was a fairly even split of men and women within the research participants
 A wide range of ages were interviewed, although the slight skew towards those
aged under 35 is likely to reflect the profile of event attendees

Gender
Age
18-24
22
25-34
46%
54%
20
35-44
Male
Female
17
45-54
12
55-64
16
65+
12
Refused
29%
28%
1
0
Base: 186 – all respondents, prompted, single code
Q: Note respondent gender
Q: Which of the following age brackets do you fall into?
42%
10
20
30 %
Respondent profiles: social grades and household
income
4
Respondents came from a cross-section of social grades
 They also had a wide variety of household incomes, although amongst those who
disclosed it there was a skew towards lower incomes

Gross household
income
Social grades
2%
Under £14,000
17
£14,000 - £20,999
17%
27%
17%
37%
15
£21,000 - £27,999
5
£28,000 - £33,999
C1
6
£34,000 - £40,999
6
C2
£41,000 - £47,999
A/B
D/E
Refused
3
£48,000 - £54,999
1
£55,000 or more
5
Refused
42
0
Base: 186 – all respondents, prompted, single code
Q: What is the occupation of the Chief Income Earner (CIE) in your household?
Q: What is your approximate gross household income, i.e. before tax?
10 20 30 40 50 %
Prior awareness of events: where heard?
Over a quarter had heard of the
events before going into town that
day
 This was predominantly via word of
mouth or by seeing a previous event
Where heard about events (N=50)

Somebody told me about it
Heard of events before tonight? (N=186)
27%
Yes
No
73%
40
Saw previous event
18
Newspaper (EDP/EEN)
• Friends (N=9)
• Acts themselves (N=4)
• City hosts (N=2)
14
Other
10
Facebook
10
Twitter
4
Norwich BID website
4
Advert inside bus
2
Bus sides
2
Poster
2
•
•
•
•
Streetlife (N=2)
Citizen Magazine (N=1)
Tourist Board (N=1)
Involved with BID (N=1)
Heart Radio
Can't remember
Base: 186 – all respondents, prompted, single code
Q: Had you heard about the events that are going on before coming
into the city this evening?
5
2
0 10 20 30 40 50 %
Base: 50 – all respondents with prior awareness, prompted, multiple code
Q: How did you find out about the events going on this evening?
Prior awareness of events: who?
6
Older attendees were more likely to have had prior awareness of the events
 Social grades A/B were notable more likely to have heard of the events
 Women were more likely to be aware (30%) than men (23%)

Heard of events, by age (N=185)
18-24 (N=40)
13
88
A/B (N=32)
25-34 (N=38)
24
76
35-44 (N=32)
22
78
45-54 (N=22)
32
68
55-64 (N=30)
40
60
65+ (N=23)
43
57
Yes
No
0%
Heard of events, by social grade (N=183)
20% 40% 60% 80% 100%
38
63
C1 (N=68)
24
76
C2 (N=32)
28
72
D/E (N=51)
Yes
No
20
0%
Base: all respondents giving their demographic details, prompted, single code
80
20% 40% 60% 80% 100%
Reasons for being in town
One in ten came into town
specifically for the events
 While in town, other activities
typically included eating/drinking
and shopping

Were the events primary reason
for visiting city centre? (N=186)
11%
89%
Came for events
Coming here anyway
7
Other activities in the city centre that evening (N=186)
Eating in a café/restaurant
Visiting a pub or bar
Shopping (buying)
Shopping (browsing)
Working
Just passing (on way home)
Buying takeaway food
Socialising
Using a service
Tourism
Wander through town
Grocery shopping
Other
Cinema
Sport/physical activity
Theatre
Night classes
Nothing
34
24
22
21
18
9
4
4
4
3
3
3
2
3
2
2
1
1
0
Base: 186 – all respondents Q: Did you come to the city this evening specifically because
the events are going on, or were you coming here anyway? Prompted, single code
Q: What else have you been, or will you be, doing in the city centre aside from watching
the events this evening, between 5.00pm-9.00pm? Prompted, multiple code
“Gorilla Trail”
“Ghost Walk”
10
20
30
40 %
Overall thoughts on events
8
94% gave a positive opinion about the events
 Key descriptors revolved around the entertainment value of
the events and that they were ‘something a bit different’
 The fact that they were free was also viewed positively

Dynamic
Buzz (1%)
Variety (3%)
Music (4%) Lively (5%)
Alive (1%)
Quality (1%)
Family friendly
Outside (3%)
Street (3%) Public (1%)
Children (4%)
Out and about (3%)
Sociable (4%)
Excellent (2%)
Fantastic (1%)
Entertaining (14%)
Fun (8%)
Enjoyable (7%)
Good (18%)
Free (11%)
Outdoors
Entertaining
Interesting (7%)
Free
Happy (2%)
Great (3%)
Family (1%)
Different
Unique (1%)
Unexpected (3%)
Different (14%)
Original (1%)
Surprise (2%)
Spontaneous (2%)
Base: 186 – all respondents, unprompted, open answer
Q: What do you like about these events going on in the city this evening?
Spend in the city
9
Spectators had typically spent less than £20 that evening in Norwich, with nearly a third
saying that they had not spent anything
 Nonetheless, a quarter had spent more than they had expected while only a tenth spent less;
amongst those spending money, the net rise in those spending more was 17%, although noting
that we cannot categorically attribute cause and effect for this net increase in spend

Amount spent compared to
expected spend (N=128)
Amount spent (N=186)
Up to £10
£10 - £19
£20 - £29
£30 - £39
£40 - £49
£50 - £74
£75 - £99
£101+
Don't know
Nothing
16
18
13
10%
8
27%
1
%
5
5
4
1
63%
31
0
10
20
30
More
The same
Less
40
Base: 186 – all respondents,
Q: Approximately how much have you spent in the city this
evening (between 5.00pm-9.00pm) Prompted, single code
Base: 128 – respondents giving a specific amount spent
Q: Is this more, the same or less than you expected to spend?
Prompted, single code
Suggested improvements: more publicity

41% made a comment suggesting that higher awareness is needed
“More marketing, advertising, knew
nothing about the events”
“Not heard about it, needs more
publicity and adverts”
“Not well attended, more advertising
needed”
“Advertising would make it better as
we didn't know it was on”
“More publicity needed; it's just by chance I saw it on
the phone (on Facebook)”
“More publicity - knew nothing about it and wasn't
aware the drumming was an organised event - thought
it was just people standing around - only realised
when we walked back this way and they were in
action”
“Publicise them so if I wanted I can get involved.
Haven't seen anything about them at all”
Base: 186 – all respondents, unprompted, open answer
Q: What, if anything, could be improved about these events going on in the city
this evening?
10
Suggested improvements: better co-ordination and
timings
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11
9% said that the events needed better timing, and 4% specifically commented on
co-ordination between the events taking place in the same evening
Better timings
“The shows need to be short - 10 or 15 minutes
and repeated more frequently”
“Wasn't going to hang around waiting for act to
start outside St Andrews Hall - and it was going
to last over half an hour - too long”
Better co-ordination
“There needs to be more advertising telling
you how to get between A and B and the times
when the shows start at each venue”
“More coordinated starting times - give you
time to get between the events”
“People don't want to wait to do the challenge”
“There is too much of a time gap between sets”
“Takes a long time. I've been waiting for the act
to start”
“Splitting the time between the events,
coordinate the times”
“Scheduling the events better so they don't run
into each other”
Base: 186 – all respondents, unprompted, open answer
Q: What, if anything, could be improved about these events going on in the city
this evening?
Suggested improvements: events themselves

12
A few commented that more variety, quantity or multi-sensory events (i.e. more
of a festival feeling) could enhance the project; 2% specifically mentioned food
and a similar number were interested in more music
Multi-sensory
Variety / more
“Food events and tasting would make it more
attractive”
“More going on, people like this sort of thing”
“Free drinks and nibbles - this bring people in and
attracts them more”
“Make a proper evening of it not just one thing”
“Congregated around pubs/restaurant areas so you
can carry on eating/socialising”
“More events in the evening to make it worthwhile
staying in the city for longer”
“More music - live music
outside”
“More concerts and
food events”
“I would prefer more jazz music as there doesn't
appear to be much about”
“Maybe a greater variety of acts”
“I would like to see more magician acts”
Base: 186 – all respondents, unprompted, open answer
Q: What, if anything, could be improved about these events going on in the city
this evening?
Key statistics


Spectator profile
42% of event visitors interviewed were aged 18-34, and there was a relatively even split by
gender with 46% male and 54% female
Around a fifth (21%) had children in their household (slightly lower than the national
average)

43% of spectators lived within central Norwich (NR1-NR3), with 57% living in the
outskirts, or outside Norwich

Event awareness
27% had prior awareness of the events before visiting, with word of mouth being key in
raising awareness


13
11% came into Norwich specifically because the events were going on
89% were attracted to the events while already in the city
Key statistics

14
Event impact
29% intended to visit, or had visited, Norwich more often than usual (between 5-9pm) over
the event period as a result of the events taking place

25% intended to visit, or had visited, more areas of Norwich than usual (between 5-9pm)
over the event period as a result of the events taking place

27% of those spending money that evening spent more than they expected to (although
noting we can’t categorically directly attribute this increase to the events)


Opinions of the events
94% gave a positive opinion on the events
All events surveyed received a ‘good’ to ‘excellent’ overall ratings