Festivals and Closer to Food
Overview: We created a vibrant food festival model, which successfully toured Land Securities’ portfolio of shopping centres. Celebrity chefs including Ken Hom, James Martin, Levi Roots, Lesley Waters, Raymond Blanc, Jean Christophe Novelli, and many others were mixed with local chefs to engage the public with live cookery demonstrations. Local and continental food markets, along with specialist food and drink activity, added provenance, and tailored marketing and bespoke offers supported retailers and helped drive sales.
Results: Media interest, footfall and dwell time were dramatically extended. ‘Closer to Food’ saw record results in some centres with footfall up by 30
%, dwell time extended by 12 % and sales uplifts for participating restaurants, bars and retailers both during and after the event. The Gunwharf Quays event was also awarded Best Single Event by The British Council of Shopping Centres.
"I worked with John in 2013 where he was responsible for the planning and execution of an ambitious programme of high impact events throughout the region. John also took a food festival concept on tour across major centres throughout the entire UK portfolio. The events were well planned and executed, requiring buy-in and support from local managers and retailers. The events were devised to attract significant media attention, increase footfall and ultimately drive retailer sales."
Paul Smith, Regional Marketing Manager, South East Region. Land Securities (2012)