1. 1 Prepared by Insight Track Ltd. T: 01603 626800 E: intouch@insighttrack.co.uk Pub Visitor Research Research findings for Norwich City of Ale June 2013

2. 2 Structure  Background  Research Objectives  Approach  Findings  Respondent profile  Reason for visiting  Impact of City of Ale  Summary

3. 3 Background  Norwich City of Ale Limited (NCoA) is a not-for-profit organisation with the mission to promote Norwich, nationally and internationally, as the UK City of Ale  One of the key activities undertaken by the organisation is to organise an annual festival as a celebration of real ale from local breweries to be held throughout the city in real ale pubs and other venues selling real ale (between 23 rd May and 2 nd June 2013)  In order to evaluate the success of the event, NCoA wish to monitor performance against key performance indicators in respect to how awareness of the event is generated, distances visitors tend to travel to the event and overall impressions of it  Therein the management team wished to undertake a modest research programme amongst pub visitors during the week of the event, this being pragmatically conducted within the prescribed budget of approximately £500

4. 4 Research Objectives The scope of the research covered the following in a brief interviewer conducted survey:  Basic profiling of visitor (gender, age, where travelled from)  Role of NCoA in prompting pub visit  Awareness of NCoA  How heard of NCoA  Frequency of drinking real ale  Impact of NCoA on frequency of visiting pubs and real ale drinking habits over the festival period  Rating and impressions of NCoA  Suggested improvements for NCoA 2014  Favourite ‘new beer’ of the festival

5. 5 Methodology  234 in-pub face-to-face interviews, spread across pub opening periods  Using a brief fully-structured questionnaire (13 questions)  Fieldwork conducted between 24 th - 30 th May 2013 (see slide 6)  Avoiding opening night  No screening quotas were applied (i.e. all pub visitors qualify for survey), although noting that we did aim to speak to Real Ale drinkers in the main  Two interviewers worked simultaneously in-pub in respect to health and safety considerations (notably evening work)  Two lunchtime shifts (12-2) (Thursday and Friday)  Two evening shifts (5-9) (Thursday and Friday)  We also had the help of a volunteer, Rob Whitmore, who carried out 40 of the interviews in pubs that Insight Track were not targeting (and to whom we are very grateful for the assistance)

6. 6 Sample: Pubs, time of day and date Pub Number of interviews by time of day Date LunchtimeEvening 1. Fat Cat-47Thursday 30 th May 2. Murderers-42Friday 24 th May 3. Wig & Pen38-Friday 24 th May 4. Kings Arms-36Friday 24 th May 5. Whalebone-21Thursday 30 th May 6. Unthank Arms-13Sunday 26 th May 7. Jubilee-12Thursday 30 th May 8. King’s Head10-Thursday 30 th May 9. Beehive8-Sunday 26 th May 10. The Plough7-Thursday 30 th May Sub-total63171 TOTAL234

7. 7 Findings: Respondent profile

8. 8 Respondent profile: Gender & Age  The majority of respondents are male, with a good spread across ages 25+ Base: 234 – all respondents; single response Q: Note respondent gender Q Which of the following age brackets do you fall into?

9. 9 Respondent profile: Where do they come from?  Two thirds of respondents are from Norwich/Greater Norwich and a further fifth are from wider Norfolk  11% of respondents are from outside the county (17 of these 26 respondents said later in the survey that they came to that pub specifically for the NCoA) Base: 234 – all respondents; Open response Q: Just so we can understand where people have travelled from, can I please ask what the first part of your postcode is e.g. NR1 NR13? London (3)Kirkwall Rochester (2)Luton Colchester (2)Manchester BlackburnPeterborough BelfastPortsmouth ChelmsfordPreston DorchesterStevenage GloucesterSouthend HuddersfieldSwindon Ipswich

10. 10 Reasons for visiting

11. 11 Impact of City of Ale on visiting the pub on that day  A quarter were in the pub on that day specifically for NCoA  Of those who did, the gender profile very much matches the overall sample profile  The ‘core’ age profile appears to be between ages 25-64 (and definitely ages 25+) Base: 234 – all respondents; Single response Q: Did you come to this pub today for the City of Ale festival or were you coming here anyway? Core Base: 56 – all who came specifically for CoA; Single response Profile of those who came specifically for City of Ale

12. 12 Impact of City of Ale on visiting the pub on that day  A third of those who came to the pubs for NCoA were from outside Norfolk  As a proportion, those interviewed in the Jubilee and The Plough were most likely to have specifically gone to the pub for NCoA (although noting a small base for these pubs)  1 in 3 respondents had visited The Murderers, Fat Cat or King’s Head specifically for NCoA Base: 234 – all respondents; Single response (‘Refused’ not shown) Q: Did you come to this pub today for the City of Ale festival or were you coming here anyway? Base: 56 – all who came specifically for CoA; Single response No. of ints. Came here specifically for NCoA (No. of ints.) Coming here anyway (No. of ints.) % in pub who came for NCoA Jubilee 126650% The Plough 73443% Murderers 42142833% Fat Cat 47143330% King’s Head 103730% Beehive 82625% Wig & Pen 3892924% Unthank Arms 1321115% Whalebone 2121910% King’s Arms 361353% Where live Norwich (NR1-NR8) (N=155) Wider Norfolk (NR9-NR32) (N=47) Outside Norfolk (N=26) Came here specifically for NCoA (N=55) 45%22%31% Coming here anyway (N=179) 73%20%5%

13. 13 Awareness of City of Ale  Over three quarters of respondents were aware of NCoA  Ages 45+ were the most likely to be aware, particularly ages 55-64 Base: 234 – all respondents; Single response Q: Had you heard about the City of Ale festival before coming to this pub today? Base: 56 – all who came specifically for CoA; Single response

14. 14 How found out about City of Ale  People who were aware of NCoA were most likely to have found out via a newspaper article (either in the EDP or Eastern Evening News) Base: 179 – all respondents who are aware of NCoA; Multiple response Q: How did you find out about the Norwich City of Ale festival? Friend (N=13) Pub staff (N=8) Family (N=4) Fat Cat (N=6) EEN (N=22) EDP (N=21) EEN (N=22) EDP (N=21) What’s Brewing (N=2) No specific place emerging Who/where/which (N=number of responses)

15. 15 All respondents were read the following information for consistent understanding: Norwich City of Ale is a ten-day celebration of local pubs, breweries and real ale. Events are taking place between 23rd May and 2nd June across 41 pubs in Norwich. From barbecues to "meet the brewer" evenings, live gigs to pub quizzes there is a vibrant calendar of events with something for everyone. Impact of City of Ale

16. 16 Real Ale drinking habits  Nearly three quarters of the people we spoke to are regular real ale drinkers Base: 234 – all respondents; Single response Q: Broadly speaking, how often do you usually drink real ale? Regular ale drinkers – 74% Occasional ale drinkers – 12% Irregular ale drinkers – 15%

17. 17 Impact of City of Ale on pub visiting/drinking habits  The NCoA has clearly had an impact on the behaviour of the people we spoke to, with almost half the sample saying they had been (or would be) visiting more pubs or drinking more real ale between 23 rd May and 2 nd June because of the City of Ale Base: 234 – all respondents; Single response Q: Between 23rd May and 2nd June have you been, or will you be…

18. 18 Impact on Real Ale drinking habits  Around half of regular and occasional real ale drinkers said that they had, or would be, drinking more real ale in Norwich than usual because of the NCoA festival Base: 234 – all respondents; Single response Q: Broadly speaking, how often do you usually drink real ale? Vs. Q: Between 23rd May and 2nd June have you been, or will you be drinking more real ale in Norwich than usual because of the City of Ale festival

19. 19 Rating of City of Ale Experience  Of those who gave an opinion, 89% rated their experience of the City of Ale as being ‘Good’ or ‘Excellent’  This rises to 98% amongst those who visited the pub specifically for NCoA Base: 174 – all respondents who gave a rating; Single response Q: How would you rate your experience of the City of Ale festival on the following scale? Mean = 4.4 out of 5

20. 20 Positives about City of Ale Base: 234 – all respondents; Open response Q: What do you think are the best things about the Norwich City of Ale festival? Promoting the pubs / encouraging people to try NEW pubs Variety of real ales available More vibrant pubs / atmosphere / bringing people together Promoting Norwich / good for tourism Highlighting / encouraging local breweries Promoting real ales / trying new ales Ale trail / pub crawl  Some of the key themes emerging as perceived positives…

21. 21 What could be improved about City of Ale  Some of the key themes emerging as suggested improvements for City of Ale 2014… Base: 234 – all respondents; Open response Q: What, if anything, could be improved about the City of Ale festival in the future? Guide to what ales each pub is serving Last longer than 10 days (too many pubs to fit in) Cheaper ales More pubs quizzes More samples More advertising / promotion / advanced publicity Transport/minibus Loyalty cards Learning about real ale Don’t coincide with half term

22. 22 Favourite ‘New Beer’ of the festival so far  Lacons’ ales come out on top in terms of the number of mentions of ‘favourite new beer’ tried at City of Ale 2013; ‘Affinity’ was the most frequently mentioned ale Base: 234 – all respondents; Open response Q: What has been your favourite NEW beer so far that you hadn’t tried before this City of Ale festival? 5 mentions No. of each brewery’s beers mentioned

23. 23 Summary

24. 24 Summary  Overall, 1 in 4 pub visitors were at the pub that day specifically for NCoA  The majority of those visiting specifically for NCoA are male (around 1 in 7 are female)  The core age profile of those visiting specifically for NCoA is 25-64  As might be expected, people visiting NCoA are most likely to be from Norwich; however, of the 56 people specifically visiting for NCoA, 1 in 3 were from outside Norfolk  Over three quarters (77%) of people we spoke to in the pubs were aware of NCoA  Newspaper articles, word of mouth and posters have been the most successful means of spreading the word  Almost half the sample said they had, or would be, both visiting more pubs and/or drinking more real ale than usual over the NCoA period  Almost half of regular and occasional real ale drinkers said they would be drinking more real ale than usual over the NCoA period  9 out of 10 people rated their experience of NCoA as ‘good’ or ‘excellent’; 98% of those who visited specifically for NCoA rated their experience as ‘good’ or ‘excellent’  The objectives of NCoA are being well-received – pub-goers appreciate the promotion of (an impact on) real ale, the pubs, local breweries and Norwich and like the variety of beers available  The key suggested improvement is actually a positive – promote the festival more  Lacons is being welcomed back, with Affinity receiving the most mentions for ‘favourite new beer tried so far’ and with the brewery receiving the most mentions overall

25. 25 Good luck with Norwich City of Ale 2014!