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LINCOLN AT CHRISTMAS Matt Corrigan Chief Executive Lincoln Business Improvement Group LINCOLN AT CHRISTMAS Why is Christmas Important Christmas Planning Christmas Events Seasonal Decoration Christmas Marketing Why Christmas is Important Why Christmas is Important

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lincoln at christmas

LINCOLN AT CHRISTMAS

Matt Corrigan

Chief Executive Lincoln Business Improvement Group

lincoln at christmas2
LINCOLN AT CHRISTMAS
  • Why is Christmas Important
  • Christmas Planning
  • Christmas Events
  • Seasonal Decoration
  • Christmas Marketing
why christmas is important6
Why Christmas is Important
  • Trade
  • Tradition
  • Town Centre
christmas planning
Christmas Planning
  • Major Retailers Group
  • City Tourism
  • Mayor’s Office
  • Local Media
christmas planning8
Christmas Planning
  • February - Initial Planning
  • April - Confirmation of Major Events
  • July - Christmas Newsletter
  • August - Media Partners Selected
  • August - Christmas Decoration Contracts
  • Early Sept - Publicity Deadline
  • End October - Publicity Distribution
  • November - Events Start
christmas events
Christmas Events
  • Christmas Market
  • Ice Rink
  • Christmas Lights Switch On
  • Late Night Shopping
  • Light a Light
  • Christmas Wreaths
  • Farmers Markets and Craft Fairs
  • Busking
  • Carol Concerts
seasonal decoration
Seasonal Decoration
  • Aging Decorations
  • Cheaper in long run to replace not repair
  • LED - “Plug and Play”
  • Christmas Tree Scheme
  • Free Standing Trees
  • Tree Lighting
christmas marketing
Christmas Marketing
  • Collaborative Process
  • Brochure 100,000 copies
  • Web Sites, Email, PR
  • Part Sponsored, Part Advertising
  • Theatre Sponsorship
total investment in christmas in lincoln
TOTAL INVESTMENT IN CHRISTMAS IN LINCOLN
  • Christmas Market £500,000 ?
  • Ice Rink £130,000
  • New Lights £100,000
  • Late Shopping etc £10,000
  • Christmas Trees £20,000
  • Marketing £30,000 +
  • Other £?
  • Staff Time £?

Circa £1m ?

investment by lincoln big
INVESTMENT BY LINCOLN BIG
  • Ice Rink - net £30,000
  • New Lights Contribution - £10,000
  • Late Shopping etc - £4,000
  • Christmas Trees etc - net £12,000
  • Marketing Lincoln BIG - net £6000
  • Plus Staff Time - £20,000 +

Net £80,000 = 25% BID Levy

Gross £200,000 = 25% of Turnover

challenges
CHALLENGES
  • CHRISTMAS IS HIGH PROFILE
  • CHRISTMAS IS BIG BUSINESS
  • RELATIONSHIPS Local Media - Local Government
  • THE WEATHER !
lessons
Lessons
  • Right Time - Right Place
  • Partnership Working