Overview: During the October half-term, we identified an opportunity to make The Hatfield Galleria a key family shopping destination. We created a strong Halloween themed offering, hinged around a free food event with arts and crafts activities, and supported by a strong marketing campaign targeting residential areas with high family numbers.
Results: The Galleria recorded the highest footfall and sales increases in its history. Footfall figures were 15% higher than the previous year and like for like sales up by 12
%. Overall the return on investment was an impressive 16:1.
The food themed weekend saw footfall up by 24% with the 14 participating retailers and restaurants on recording an average sales increase of 22% with one restaurant reporting a record 70% increase.
"Whilst Regional Events Manager for Land Securities, John brought to The Galleria a strategic approach to the planning and delivery of our events which included food festivals, winter campaigns with Christmas grottos and ice rinks with impressive increases in sales. Strong marketing platforms through the events resulted in an increased media profile and major increases in footfall and sales. The period of October 2013 was exceptional with the highest footfall and sales increases ever recorded at The Galleria and John's events were largely responsible for this.”
Tim Stirling, Director, Hatfield Galleria