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
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
