CASE STUDY: NEWCASTLE-UNDER-LYME BID LTD
The Homecoming 2018 was one of a series of events in the area linked with Circus250.
Philip Astley, the founder of the modern-day circus was born in Newcastle-under-Lyme and this event is to celebrate his life and legacy. The event transformed Newcastle Under Lyme into a thriving circus arena for the day and saw both weird, wonderful and hilarious performances entertaining thousands of people. This was an excellent example of effective partnership and funding, working the local authority, securing £21,700 from Arts Council Funding – a successful application put in by the BID. Cost to the BID - £5,050.00. Objectives for the project were to: increase footfall and trading in town centre - to react to the changing High Street by more of a leisure and culture destination. Celebrate heritage and attachment to place, the event played to Newcastle under-Lyme’s historical link with the invention of the Modern Day circus. Raise profile of Philip Astley to attract visitors. Clear outputs included: 57% of visitors came into town centre specifically for the event, event bought in nearly 10k visitors, successfully gained Arts Council Funding
Small investment to BID, followed by positive business feedback testimonials:
“Getting people to visit the town in recent times has been a challenge but the BID has faced this head on and managed to bring exciting and new projects and events to increase footfall.”
Viv Bradford Owner, Lymestone Vaults.
“As a business in the BID area putting these events on is pivotal to getting more people to visit the town and the Homecoming event certainly did that. The streets were packed with families enjoying the day which was lovely to see.”
Pete Herbert Owner, Kings Street Studios.