AGM Presentation 23 June 2015. WHY BIDS WAS ESTABLISHED COMPETITION FROM M50 MARKETING SPEND &...
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Transcript of AGM Presentation 23 June 2015. WHY BIDS WAS ESTABLISHED COMPETITION FROM M50 MARKETING SPEND &...
AGM Presentation23 June 2015
WHY BIDS WAS
ESTABLISHEDC O M P E T I T I O N F R O M M 5 0
M A R K E T I N G S P E N D & B R A N D I N G A M O N G S T O U R C O M P E T I T I O N
F I G H T B A C K P R O M O T E C I T Y
M O D E L O F F A I R N E S S
D E M O C R A T I C D E C I S I O N O F T H E B U S I N E S S C O M M U N I T Y
G R O U P S C H E M E S N E U T R A L I S E A N Y A D D I T I O N A L C O S T
• C i t y o u t o f f a s h i o n
• P r o m o t e c i t y• A d d r e s s i n g b a r r i e r s t o g r o w t h
• N e w Yo r k & P h i l a d e l p h i a• U K
• B u s i n e s s d e t e r m i n e t h e p r i o r i t i e s - M a r k e t i n g v s c l e a n i n g
• B u s i n e s s p r o m o t i o n b e s t d o n e b y b u s i n e s s e s
A TIME OF
RAPID CHANGE T H E W O R L D I S C H A N G I N G V E RY FA S T & W E N E E D T O A D A P T
U S E O F C I T I E S I S B E I N G R E D E F I N E D
20th century defined by motor transport
21st century will be defined by technology
A D V E N T O F M - C O M M E R C E
Mobile enabled website
Retailers must be multi-channel
Evenings & Sundays
O U R W O R K B E I N G S U P P O R T E D B Y G O O G L E & T W I T T E R
DIRECT IMPACT OF
M-COMMERCEM
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2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020
70
80
90
100
110
120
130
140
RETAIL SALES 2006 - 2020
Dept Store Textiles, Clothing & Footware
FACING
THE CHALLENGE
• THE BUILDING OF EXPERIENCE
• EVENING TIME USE
• 65% of people would shop if shops
stayed open later
• 80% of that 65% want to socialise as
part of the same trip
• DISTRICT IDENTITIES
• Each district must have its own
identity & range of offer
FOOTFALL
COMPARISON
H10 H11 H12 H13 H14 H15 H16 H17 H18 H19 H20 H21 H22 H230
20,000
40,000
60,000
80,000
100,000
120,000
140,000
160,000
Purple Flag Area Non-Purple Flag Area
Variety of shops
Value A good vibe Availability of brands
Nice places to meet
Nice bars0%
10%
20%
30%
40%
50%
60%54% 54%
29%26%
24%
14%
What determines where people shop?
UNDERSTANDING
THE PSYCHOLOGY
Yes No opinion No0%
10%
20%
30%
40%
50%
60%
70%
80%
90%82%
10% 8%
Do you shop in Dublin because of good amenities, restaurants & coffee shops?
EXPLORING THE
SOCIAL ASPECT
Younger people prefer to
socialise in the city.
40%of younger people shop in Dublin city for an ‘impromptu night out’.
shop where
their friends
socialise
60%
EXPLORING THE
SOCIAL ASPECT 40%REGAINING THE OLDER
DEMOGRAPHIC.
W O R K B E I N G U N D E R TA K E N B Y
G E R R Y FA R R E L L
S P E A K I N G T H R O U G H
P U B L I C AT I O N S
C I T Y I S S TA R T I N G T O B E S E E N
A S S A F E R
C O - O R D I N AT I O N O F A P P R O A C H
& N E X T S T E P S
COMPARISON WITH
SHOPPING CENTRES F A M I LY M A R K E T O P T S O F T H E O U T O F T O W N C E N T R E
R E A S O N S :
C O S T O F C A R PA R K I N G
C O N V E N I E N C E
E A S E O F A C C E S S & C E R TA I N T Y O F S H O P P I N G D U R AT I O N
C L E A N & S A F E
E X P E R I E N C E I S N O T M E N T I O N E D
F A R M O R E V U L N E R A B L E T O M - C O M M E R C E
D U N D R U M I S A L R E A D Y R E A C T I N G
BUILDING FOR
SUCCESS M A J O R I T Y O F D U B L I N E R S B E L I E V E C I T Y E X P E R I E N C E
H A S I M P R O V E D
O U T D O O R S E AT I N G
C o n t r a c t w i t h D u b l i n C i t y C o u n c i l
C l e a n i n g & s a f e t y
A c c e p t a b l e s t a n d a r d s
B E T T E R P E D E S T R I A N E N V I R O N M E N T
U S E O F W O L F E T O N E S Q U A R E
S H A R E D A C C E S S S PA C E S
HIGHLIGHTS
OF 2014 F O O T F A L L C O N T I N U E D T O I N C R E A S E : 2 . 1 M I L L I O N
E X T R A P E O P L E I N 2 0 1 4 & VA C A N Y R AT E S A R E J U S T
B E L O W 9 . 5 % , A R E D U C T I O N S I N C E T H E I R P E A K O F
1 5 . 4 % I N 2 0 1 0 .
W E B S I T E S Y N O P S I S : D i n e i n D u b l i n w e b s i t e s a w 1 4 8 , 0 0 0 v i s i t o r s a n d
4 0 0 , 0 0 0 p a g e v i e w s
D u b l i n Fa s h i o n w e b s i t e s a w 5 4 , 0 0 0 v i s i t o r s a n d
1 0 0 , 0 0 0 p a g e v i e w s
D u b l i n a t C h r i s t m a s w e b s i t e s a w 8 4 , 0 0 0 v i s i t o r s
a n d 5 7 3 , 0 0 0 p a g e v i e w s
1 1 0 , 0 0 0 f o l l o w e r s o n s o c i a l m e d i a w h o h a v e
s i g n e d u p t o f o l l o w u s a n d r e c e i v e p o s i t i v e
m e s s a g e s a b o u t D u b l i n c i t y o n a d a i l y b a s i s
HIGHLIGHTS
OF 2014
M O R E T H A N 6 0 R E S T A U R A N T S I N V O L V E D
A D D E D O N - S T R E E T E V E N T S I N C L U D I N G T H E H U G E L Y P O P U L A R D I N E I N D U B L I N F O O D P A V I L I O N
M E D I A V A L U E O F € 2 4 8 , 8 5 0
M O R E T H A N 1 5 0 R E T A I L E R S , B A R S , A N D R E S T A U R A N T S I N V O L V E D
I R E L A N D ’ S L A R G E S T F A S H I O N E V E N T
A D D I T I O N O N A N O T H E R E V E N I N G S H O W O N T H E S A T U R D A Y
M E D I A V A L U E O F € 1 . 3 M
F O O T F A L L O F 9 , 3 8 8 , 5 0 0 R E C O R D E D O N G R A F T O N S T R E E T - T H E H I G H E S T C H R I S T M A S F O O T F A L L L E V E L S I N C E 2 0 0 7 .
T H E C H R I S T M A S M A R K E T A T S T S T E P H E N ’ S G R E E N R E C E I V E D 7 2 6 , 6 0 0 V I S I T O R S O V E R T H E S I X W E E K S L E A D I N G U P T O C H R I S T M A S .
M E D I A V A L U E O F € 1 . 1 M
NEW PROJECTS FOR
DUBLINTOWN
P R O M O T I O N O F
D I S T R I C T A G E N D A S
C I T Y W I D E
L O YA LT Y S C H E M E
P A R K I N G & M O B I L I T Y
A S S I S TA N C E
M - C O M M E R C E
T R A I N I N G
DUBLINTOWN
DISTRICT GROUPS
CREATIVE QUARTER &
INTERNATIONAL RECOGNITION
HENRY STREET & DISTRICT BRANDING / PROMOTION
GRAFTON STREET &
SELLING THE EXPERIENCE
TALBOT STREET & ACCESS /
INFORMATION
DAME DISTRICT & CCTV /
PEDESTRIAN MOVEMENT
HIGHLY ATTENDED DISTRICT
MEETINGS