Monday August 28th 2017
Alive After Five – facts and stats
Alive After Five is a BID strategy to bring about a step change in the economy by promoting a different sort of early evening experience, combining joint promotion of a new evening “offer” between retailers, restaurant operators and entertainment.
It includes a long-term and sustainable marketing campaign designed to change behaviours and attitudes towards what is on offer, reducing the sense of the city centre “closing down” at 5pm.
Through collaborative partnerships with local businesses, the existing offer of the retail/food/drink/leisure sector is being promoted collectively and so far:
- has reached a combined audience of over 15m
- 304 businesses have participated
- 146 experiential events have been held and
- £178,000 of in-kind support has been leveraged as a result.
Since the campaign launched in October 2016:
- There has been a 25% rise in retailers opening until 7pm on Thursday evenings, and
- An average increase in footfall of 7.6% between 5pm an 7pm on Thursdays over the past 10 months.
- 63% of young professionals surveyed recently are aware of the campaign and almost 30% have implemented a behaviour change as a result.
Retailers benefited from the BID’s earlier Style Sheffield (Fashion Week) initiative in June and Dine Sheffield is the latest event in the Alive After Five calendar which hopes to encourage several thousand new diners into the city centre. Dine Sheffield launches September.
In the past year the early evening economy has also received a boost as 13 new restaurants have chosen to set up in Sheffield City Centre.
BID Manager Diane Jarvis says: “we’ve always maintained that this is a long-term strategy which will take a huge amount of effort and encouragement to bring about a culture change. There’s a long way to go but its encouraging to see that Alive After Five is starting to have an impact. Our aim to bridge the gap between the day and night time economies will benefit substantially from the transformation of The Moor and other developments during a significant period of regeneration in the city centre.”Share this article