Exciting Outcome of George Street Event 2018
A vibrant event on George Street in 2018 brought the town alive with over 5,000 attendees enjoying multiple bars, entertainment, and good weather. Businesses reported high participation, with an overflow effect felt citywide. The success prompted aims for more active engagement, security measures, varied offerings, and clearer outcomes for future events. Social media campaigns and local print marketing further enhanced the event's reach and engagement, especially among women aged 25-55 in London, St. Albans, Luton, and Hemel Hempstead.
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Outcome Report 2018
Came to it again this year. Its fabulous- brings the town alive and together for an evening! -Public response
Event Summary 5 bars on George Street. Main stage with supplementary entertainment provided at two businesses. Good weather ensured a strong attendance, exceeding 2017. More bars, more entertainment and more space improved visitor experience. Over 5,000 attendees over 3 hours Businesses reported high participation in their activities Overflow effect felt in other bars throughout the city: Gin was the flavour of the evening!
Came to it again this year. Its fabulous- brings the town alive and together for an evening! As part of the St Albans Food & Drink Festival, Gin & Jazz sees the BID closing George Street, encouraging businesses to open late and share their offering with a crowd of fun-seekers, with outdoor bars, music and shopping.
Following successes and learnings from 2017, the following aims were achieved: Aim Feedback More active engagement by public with businesses No free booze in the shops so once public had a drink they could shop comfortably. More security Street felt safe and security presence was appropriate, discreet and comfortable. More gin and more food! More street traders from local businesses: many non-alcohol businesses sold successfully, but more could happen at the top of the street (Wharton and Thai Rack) to start the event off higher up Clearer outcomes Businesses who might not profit from the evening were advised to close up but engage Roope Opticians and Saks both had signs in their windows saying out for gin or likewise but didn t incur additional costs for staying open, staff etc.
Fantastic event again! George Street and St Albans BID Rocks! Thank you all! - George Street business
Social assets and design Twitter and Facebook campaign 5,000 flyers 200 posters Coordinated local print marketing
Social media reach Facebook event: 6,100 responded they were interested or going Event post reach: 241,000 Event page views: 15,000 Predominant engagement from women 25-55 from London, St Albans, Luton and Hemel Hempstead. Highest engagement in July when event was initially posted
Once again, many congratulations on a superb event, and many thanks for inviting us to play. It was fantastic to see so many people avidly watching the live performance throughout the evening, and a special congratulations to Ian & Rory who pulled that set-up out the hat extremely fast! St Albans Jazz Ensemble (STAJE) Image taken from 2017 headliner Stage
George Street Gin & Jazz finalist in British BIDs Place Marketing Award 2018.
It was a great evening! George Street are leading the way. I even had a chance to nip my hubby in our favourite jewellers at Galio
Event coverage on Radio Verulam, Heart Radio and BBC 3 Counties radio Local paper coverage on 24 September, 3 October, 11 October, 18 October 2018 and 3 January 2019
