THE IMPACT OF THE BELFAST CHRISTMAS MARKET Est. 2004

THE POLITICAL LANDSCAPE 2004 / Tony Blair and Bertie Ahern were working hard to deliver a Christmas present of power-sharing for Northern Ireland 2005 The world’s press descended on the city as George Best, Son of Belfast, died 2005 The first civil partnership took place in Belfast at the City Hall

Pilot Christmas Market 4 days Just 27 stalls Traders representing 10 countries HOW THE EARLY MARKETS LOOKED

BUILDING ON OUR ACHIEVEMENTS 2005 Market Place was awarded a 3 year contract and the market size increased to 52 stalls 2006 We took a major financial risk and invested in the design and building of bespoke wooden chalets to replace the gazebo stalls The weather had other plans 2007 The market grew to 70 traders

THE RISK OF 2008 Our second 3 year contract started in 2008 If we hadn’t won that second contract Market Place probably would have gone bankrupt

Market Place secure a third 3 year contract with Belfast City Council Securing the 2011 contract led to fine-tuning the Christmas Market offer 2011

BUILDING THE TEAM TO BUILD THE MARKET PARTNERSHIPSTourism Local authority Local traders Business networks RAISING AWARENESS PR and marketing INFRASTRUCTURE Joiners, electricians

BUILDING THE TEAM TO BUILD THE MARKET SECURITYSecuring the site Manning the site MAINTENANCECleaning Waste management Recycling Post-market site repair Engaging local suppliers also added to the local economy

WHAT WE IMPLEMENTED Visitor Survey Our bi-annual survey results inform our future activity, the layout, the retail offering and even the opening hours Changes to product - we decreased fast food and increased quality continental food We added family entertainment We added more arts and crafts

WHAT WE IMPLEMENTED Changed the layout Widened walkways Provided bigger bars Dressed the market and animated the space Improved the experience

Infrastructure – more new chalets A permanent 70k electrical system in the grounds of City Hall Animation of the space with festive collateral – street lamps, traditional nutcrackers etc. WHAT WE IMPLEMENTED

A NEW BRAND Up until 2011 we had a variety of names: The Continental Christmas Market Belfast Continental Market The Christmas Market

We developed the brand BELFAST CHRISTMAS MARKET Instantly recognisable, it has helped us secure over £5 million in media coverage and over 92,000 Facebook followers

COMMUNITY ENGAGEMENT Let me tell you a story about a boy …..

SPONSORSHIP We support local charities across the city that work with young people and make a difference to their lives

SANTA’S GROTTO A gift from us to the Lord Mayor of Belfast and their charity of choice

EDUCATION We began our FREE school tours in 2008 To date over 10,000 school children have taken part Children learn about different cultures and taste different foods whilst practicing their language skills Our education passport is a FREE downloadable document for teachers

PITCH PERFECT A Dragon’s Den style initiative offering young businesses the chance to trade for free A simple application Business mentoring PR coverage

THE BUDDY SCHEME A free assisted tour for visitors with accessibility issues During the quiet times of the market Mon – Wed 10am – 12noon

THE CHANGING CITY Belfast has now opened its doors to the world It is a fast growing cosmopolitan city The opening of the market signifies for many that Christmas really has begun

SOME FAMOUS VISITORS

THE KING OF SWEDEN

THE ECONOMIC IMPACT ,592 visitors Gross Economic Impact £15.2 million ,932 visitors Gross Economic Impact £20 million

THE ECONOMIC IMPACT 2010 The coldest winter in over 50 years 588,816 visitors Gross Economic Impact £26 million 2012 The infamous flag protests begin 562,000 visitors Gross Economic Impact £14.6 million

THE ECONOMIC IMPACT 2014 A record breaking year 1.3 million visitors Gross Economic Impact £52 million

AWARD-WINNING ‘UK’s Best Speciality Market 2015’ National Association of British Market Authorities ‘UK’s Best Speciality Market 2012’ National Association of British Market Authorities ‘UK’s Greenest Market 2011’ National Market Traders Federation

Q & A

To be continued….