INTRODUCTION

On behalf of The Victoria Business Improvement District (BID), we created a complimentary Summer Garden Party at the heart of Victoria in Lower Grosvenor Garden’s to give back to the community in respect of the 200th anniversary since Queen Victoria and Prince Albert’s births over the summer. Victoria BID is a business-led and business funded body formed and established in 2010 to support economic growth in Victoria and to create a vibrant destination for those who work, visit or live there.

DELIVERY

Lower Grosvenor Gardens had a summer afternoon tea takeover, adorn with quintessentially British décor with beautiful Chinoiserie fabric draped in our marquees and one off structural design door archways. We dressed the garden with giant teacups and fairytale bridges to create many photo opportunities for social media sharing and engagement. We worked with local partners; Grosvenor Hotel and St James’ Court, a Taj Hotel to produce a delectable and beautifully presented afternoon tea offering for the event, while in our workshop tent featured the Meanwhile Club teaching a therapeutic horticultural space where visitors could plant succulents in pretty vintage teacups to take home. We had a grand Victorian Bandstand in the middle of the park featuring the sweet sounds of Jazz from Black Tie Jazz and 1940’s/50’s music form the Lollipops. Our event health & safety and technical team were on-site to ensure the smooth and safe running of the overall event. Licensing including S30 and TENs Collaboration with Council, Network Rail, Grosvenor and Westminster Cathedral

CHALLENGE

Once again we graced the park to drive dwell time and footfall to the area and encourage local business employees to attend, showing what the area and its local partners has to offer. We were tasked to produce engaging content and build relationships with local partners to collaborate at the party in the form of food and workshops. Positioning Lower Grosvenor Gardens as a site for local businesses, tourists and general public to visit more often.

To focus on the ‘connect’ aspect of the festival, the flower cyclists who rode decorated bikes and brightly coloured outfits, rode around the whole Victoria area to catch people’s eye and make them aware of the event.

RESULTS

Engagement from local partners running afternoon tea offerings and workshop including Grosvenor Hotel, St James’ Court, a Taj Hotel, Meanwhile Club

Increased bookings at the local partners shops post event

A 50% increased footfall count from 2018 with 2,000 visitors across 2 days

Related Projects

placemaking@wegroup.london
0203 916 6310

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97-101 HACKNEY ROAD
SENNA BUILDING
GORSUCH PLACE
LONDON
E2 8JF

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Nick Morgan is CEO of We Group which is made up of three agencies: The Fair, We Are Placemaking and We Are OPS. Nick has over 25 years of experience working across event production, licensing and health & safety for large-scale events and festivals and within the public realm.

Nick is Vice-Chair of AIF (Association of Independent Festivals), and sits on the Advisory Board of NTIA (Night Time Industries Association) NOWIE (Network Of Women In Events). He is also a member of the SAGE (Safety Advisors Group for Events) committee and the ESA (Event Safety Alliance) – working with organisations to continuously lobby government and encourage more support across the sector.

Nick often speaks on topics that include managing growth, independent festivals, the experience economy, government advocacy, licensing and health & safety, at industry events including the Event Production Show, LAEOG, The All Parliamentary Group for Events, the Institute of Licensing, the Night Time Economy Summit and FestForums in the US. The independent festival sector is close to Nick’s heart, and The Fair – as one of the largest independent festival production houses in the UK – works across 128 shows, from Boiler Room to Eastern Electrics.