Hammerson analyses results of its Festival of Light tour
Over 125,000 visitors are estimated to have attended the 2019 Festival of Light which toured Westquay in Southampton, Bullring & Grand Central in Birmingham and Dundrum in Dublin.
The event drove a 9.8% increase in year-on-year footfall at Bullring with month-on-month increases in footfall at Westquay and Dundrum in addition to a total reach of around 1.5m on social media.
Festival of Light used experiential and interactive light displays to excite and engage, and it not only led to increased footfall, it also attracted new consumers to Hammerson’s flagship destinations. During the event at Bullring & Grand Central, 31% of visitors to the centre were new, and the number of consumers coming from beyond the destination’s core catchment area rose by 5%.
- Festival of Light centred on a series of themed installations, and the final production at each destination was tailored to suit the local environment. This year’s installations included Planetarium: viewers were taken on a journey through an immersive universe with lights depicting planets, moonlight, beautiful starry skies and a sensational eclipse
- Sunrise: involved 4,000 points of lights to visualise an abstract sunrise
- Lightbattle: made up of a pathway with two sets of five bicycles facing each other; consumers used pedal power to project beams of light to the opposite side in an attempt to defeat their opponents
Head of customer experience Kathryn Malloch said: “Consumers are increasingly looking for unique and memorable experiences when they visit our flagship destinations, and that is what Festival of Light 2019 was all about. Events like this not only drive footfall, they also lead to increased sales for the brands in our destinations, and attract new shoppers who might not be frequent visitors. Festival of Light is just one part of the £2m experiential events programme we have planned for 2019. Exciting upcoming events include The Maze at Westquay, a 400m extravaganza with a hidden surprise at its centre.”