Welcome & Introductions. Barrie Kelly CEO, Visit Greenwich

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2 Welcome & Introductions Barrie Kelly CEO, Visit Greenwich

3 Discussion Topics 1. New Events Strategy 2. GMT/SRG 3. Destination Performance 4. What s New for Discover England Product Development Fund 6. Visit London Campaign 7. Accommodation Booking System

4 Events Strategy Dr James Kennell & Pamela Zigomo Tourism Research Centre, University of Greenwich

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6 Overview Aim of the project Methodology Key points from the analysis Strategy overview Focus: Implementation

7 Aims Produce an events strategy to cover Calendar of major events Identify gaps and opportunities for new events Decision making framework for evaluating event enquiries and proposals

8 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

9 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

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12 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

13 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

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16 Programming new events Destination 1st Timing Eventfulness Impact Stakeholders

17 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

18 Questions

19 Event Organiser Perspectives Jason Cotillard Greenwich Music Time Janet Denne Old Royal Naval College Laurens Winkel Sail Royal Greenwich

20 Janet Denne Old Royal Naval College

21 EVENTS Old Royal Naval College

22 The Site Painted Hall Chapel Visitor Centre Grounds Riverside location

23 Our ambition To become an extraordinary cultural destination - inspire local pride and world-wide acclaim - create rich and memorable cultural experiences - inspire the public via a stimulating artistic programme

24 Events Greenwich and Docklands International Festival Book Festival Jaguar cars Thames Barge Race Greenwich Music Time

25 Internal Events Tours Lectures Immersive events Lates

26 Jason Cotillard & Gemma Vaughan Greenwich Music Time Cuffe & Taylor / Live Nation

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28 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 11 countries. Manage over 500+ artists. world s leading ticketing company 484,000,000+ tickets sold across 28 countries

29 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 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

30 A U D I E N C E Marketing Statistics (2017): National Media Spend: 158,000 Media Reach: 17,271,420 people Cuffe and Taylor database: 450,000+ customers (47% open rate) 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 Ticketholder Age Breakdown 40.0% 30.0% 20.0% 10.0% 0.0% 29.0% 27.0% 19.0% 12.0% 1.0% 5.0% 7.0%

31 LONDON = 46% of ticket sales P O S T C O D E D A T A

32 O P P O R T U N I T I E S 1 billion generated by music tourism in London in million music tourists attending music events in the capital in ,615 full time jobs sustained by music tourism in % of audience music tourists. (UK Music: Wish You Were Here Report 2017) P A R T N E R S

33 Laurens Winkel Sail Royal Greenwich

34 Tall Ships Events in Royal Greenwich

35 Greenwich Home of Tall Ships

36 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 : Sail Royal Greenwich? 2020: Royal Greenwich Tall Ships Festival?

37 Festival!

38 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

39 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

40 Partner Up Joint Promotions Ticket Packages Benefits for your communities Promote 2020 plans

41 Thank You

42 Destination Update Barrie Kelly CEO, Visit Greenwich

43 Destination Performance 2013 to % economic growth Projected Growth Actual Growth

44 Destination Performance

45 Destination Performance % +12% +2% FLAT FLAT Hotel Occupancy RevPAR Attractions River DLR

46 Destination Performance Jan-Feb 2018 v Jan-Feb % +2.6% +2% RevPAR River DLR Hotel Occupancy -0.7% Attractions -11% -6% Southeastern

47 What s New for 2018

48 Discover England Product Development Fund English Historic Cities = The Collection

49 Discover England Product Development Fund Curation

50 DEPDF Curation LIVE LIKE A LOCAL WELLNESS AND RESTORATION 2 DARK HISTORY GREAT THINKERS 1 POWER AND STRIFE GAME CHANGERS 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

51 DEPDF Curation: Themes Live Like A Local Travel down the River Thames, discover how Londoners have lived for 2000 years, visit the place where the world s time is measured from and follow the lives of characters in a story written 650 years ago! You can t miss Tower Bridge, the famous symbol of London where you can ascend to the high-level walkways where you can have stunning panoramic views - and take some photos of your feet as you look down on London life through the glass walkway. But why not follow that with a visit to a local street market to soak up the atmosphere, sample some delicious food and buy some unique souvenirs at Brick Lane Market (vintage, collectables), Borough Market (food) or Greenwich Market (antiques, fashion and food). 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 Dark History Explore the dark side of England s history, from murder and intrigue to witches and England s only cursing stone! You could try a visit to Lancaster Castle to explore the dark history on a guided tour where witches stood trial. Then you could follow this up with a trip along the Pendle Witch trail, which follows the route the Pendle Witches took through the Ribble Valley to Lancaster Castle where they stood trial. 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. 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. Escape to the Greats Leave London behind and visit some of England s oldest towns and villages, famous for being the homes of William Winston Churchill and Sir Isaac Newton. You can explore the birth place of the world s most famous author, visiting the Commandery Museum in Worcester to learn about the English Civil War and a tour of Christ Church College in Oxford University. And for something different, a visit to the pub where Charles II escaped. 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.

52 DEPDF Curation: Products

53 DEPDF Curation: Itineraries Tower Bridge Tower of London Greenwich Canterbury Cathedral

54 DEPDF Interpretation

55 DEPDF Marketing

56 DEPDF Welcome

57 Visit London Campaign Q3 Results, Dec 17 Feb 18 Page Views Target: 1 million + To date: 969,913 Progress: 97% Reach Target: 690,000 To date: 727,649 Progress: 105.4% Competition Entries Target: 25,000 To date: 35,334 Progress: 141.3% Facebook Reach Target: 4 million To date: 4,613,840 Progress: 115% Instagram Target: 1 million To date: 999,000 Progress: 99% Twitter Target: 2 million To date: 1,624,495 Progress: 81.2%

58 Visit London Campaign Coming 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

59 Accommodation Booking System

60 Accommodation Booking System

61 Accommodation Booking System

62 Questions

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