Easter Eggstravaganza 2016 Review Page 1 of 11

Easter Eggstravaganza Review Programme of activities running from 25th March -17th April

TOTAL NUMBER OF PEOPLE WHO ATTENDED OUR EVENTS/COMPETITIONS: 6,302

THOSE WHO BOOKED/REGISTERED: 1,474

WALK UPS: 4,828

TOTAL NUMBER OF EMAILS COLLECTED: 885

Numbers Snapshot:

Attendees/ Interactions

Emails Collected

Birds of Prey 4,000 n/a

Film Screenings 1,015 297

Hatched! Jungle Jim & workshops in Town Hall 328 83

The Zookeeper & his Fabulous Flamingo 288 n/a

Eggs on Pegs Trail 204 204

Chester Quiz 203 202

Guess How Many Eggs in the Jar 100 99

Alice & The Mad Hatter Easter Basket Rides 89 n/a

Nutkins – The Cheeky Squirrels 75 n/a

6,302 885

Eggs on Pegs City Wide Trail

5,000 A4 Entry Forms printed; 2 sided to promote the full

Easter Eggstravaganza on the backside

44 BID Members hosted ‘Eggs on Pegs’

Participants had to find 10 eggs to submit

Prize: an annual family pass to Chester Zoo

Number of Entries: 204

Entries equated to 2,040 BID Member mentions on entry

forms

Molton Brown was top of the leader board with 126

mentions

Easter Eggstravaganza 2016 Review Page 2 of 11

Eggspert Chester Quiz

Online quiz hosted via Survey Monkey

Highlighted unique images of Chester to engage locals

and emphasize Chester’s heritage

Prize 1: £100 voucher to spend in Chester

Prize 2: Luxury chocolate hamper from Leonidas Chester

Number of Entries: 203 with data capture for each

Guess Eggsactly How Many Eggs in the Jar

Entry via The Old Sweet Shop or online

Number of Entries: 100 (18 online, 82 in store) with

data capture for each

Film Screenings at the Grosvenor Museum

All screenings were held at 11am; capacity 125

Dates Film Title Total Booked

(125 capacity)

Of those booked,

# attended

Walk Up’s

Capacity (% of

booked tickets)

Turnout (% of total capacity)

Tues 29th Mar

Rise of the Guardians (PG)

64 30 2

51% 26%

Thurs 31st Mar

The Zookeeper (PG) 56 31 5 45%

71%

Sat 2nd Apr Winnie the Pooh: Springtime with Roo (U)

132 71 2 105%

58%

Tues 5th Apr

The Zookeeper 160 94 3 128% 78%

Thurs 7th Apr

Winnie the Pooh 149 77 12 119% 71%

Sat 9th Apr Rise of the Guardians

90 37 3 72% 32%

Tues 12th Apr

Winnie the Pooh 122 84 15 98% 79%

Thurs 14th Apr

Rise of the Guardians 92 34 2 74% 29%

Sat 16th Apr The Zookeeper

102 45 4 82% 39%

967

NOTE: Average dropout rate for those who have booked is 51%, due to the nature of free events

Easter Eggstravaganza 2016 Review Page 3 of 11

City Centre Animations & Activities

Hatched! Jungle Jim’s Animal Encounter; Make Your

Own Egg on a Peg Workshop; CH1 Colouring Station:

2 days

o 1st April: attendees - 128

o 13th April: attendees – 205

o Postcode analysis of attendees:

UK Coverage as well as 5 attendees from Germany and 2 from USA:

Easter Eggstravaganza 2016 Review Page 4 of 11

Birds of Prey on Town Hall Square

o 5 days of appearances

o Interactive experience enjoyed by adults and

children alike

o Unique and memorable experience of Chester

o Interacted with approximately 800 people a day

with 5 days of appearances; 4,000 reach

The Zookeeper and his Fabulous Flamingo friend

o 5 days appearances on Bridge St, 2nd Cross (near

Disney Store, and Eastgate St)

o approximately 288 bubbles given away

o signposted to other Eggstravaganza activities

going

o distributed flyers with full schedule and Eggs on

Pegs entry forms as well as Colouring Pages

Easter Basket Rides with Alice and the Mad Hatter

o 1 appearance on Eastgate St from 11am-4pm

o 89 people took a ride (each person who had a

ride was given a sticker to track numbers)

Nutkins – Cheeky Squirrels

o 1 day of appearance on Bridge Street

o Unique and memorable experience of Chester

o Back by popular demand from last year

o Interacted with approximately 75 people

Footfall – April 2016

Year on Year: Chester performed 5% better than the UK average

Chester was up 0.4% (compared to 2015 when Chester was down -3.3%)

UK Footfall was down -4.7% (compared to 2015 when UK footfall was down -0.1%)

Month on Month: Chester performed 10.4% better than the UK average

April 2016 - Chester was up 15.4% from March 2016

At the same time last year Chester was up 10.9%

April 2016 – UK footfall was up 5% from March 2016

At the same time last year UK footfall was up 6.5%

Easter Eggstravaganza 2016 Review Page 5 of 11

Marketing and Promotion

Collateral

o 10,000 A5 Full Event Schedule flyers

o 5,000 A4 double sided Promotional Flyer and Eggs on Pegs Entry form

promotional flyer

PR – Easter 2016 profile

o March: 20 cuttings; £19,000 value

o April: 8 cuttings; £5,600 value

Advertising

o What’s On Guide

o Primary Times

o Kids Guide

o Poster in Visitor Information Centre

o 4 Digital Screens in Visitor Information Centre

o Vinyl in Fountains and Bars roundabout subways

o Flyer Distribution across city centre

Social Media

o #CH1EasterFun for Twitter conversation and engagement

o Facebook Boosts reaching 28,000 people

Easter Eggstravaganza 2016 Review Page 6 of 11

Survey – Key Stats below; see full survey reports in separate document

Distributed via Survey Monkey web link:

E-Blast to CH1 Consumer database

E-Blast to attendees of Easter Eggstravaganza

CH1 Social Media channels

88 responses

Full Survey results can be viewed in separate document

Spend:

Which of the following describes your spending in Chester this Easter break? (25th March - 17th April)

Answer Options Response

Percent Response

Count

£0 0.0% 0

under £20 15.1% 13

£20 - 50 26.7% 23

£51 - 100 30.2% 26

£101 - 200 14.0% 12

£201 - 300 11.6% 10

£301 - 400 2.3% 2

over £400 1.2% 1

answered question 86

skipped question 2

0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

30.0%

35.0%

40.0%

un

de

r1

ho

ur

1-2

ho

urs

2-3

ho

urs

ha

lfthe…

full

da

y

ove

rni

ght…

While you were in the city centre for Easter activities, roughly how long did you stay?

under 1 hour

1-2 hours

2-3 hours

half the day

full day

overnight stay

Easter Eggstravaganza 2016 Review Page 7 of 11

Dwell Time:

While you were in the city centre for Easter activities, roughly how long did you stay?

Answer Options Response Percent

Response Count

under 1 hour 6.7% 5

1-2 hours 22.7% 17

2-3 hours 36.0% 27

half the day 24.0% 18

full day 10.7% 8

overnight stay 0.0% 0

Comments: 6

answered question 75

skipped question 13

0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

30.0%

35.0%

40.0%

un

de

r1

ho

ur

1-2

ho

urs

2-3

ho

urs

ha

lfthe…

full

da

y

ove

rni

ght…

While you were in the city centre for Easter activities, roughly how long did you stay?

under 1 hour

1-2 hours

2-3 hours

half the day

full day

overnight stay

Easter Eggstravaganza 2016 Review Page 8 of 11

Activities:

Did you take part in any activities in Chester between 25th March - 17th April? (tick all that apply)

Answer Options Response Percent

Response Count

No 4.5% 4

Yes - Shopping 85.2% 75

Yes - Went out for food/drink 72.7% 64

Yes - City bus tour 0.0% 0

Yes - Went to Chester Cathedral 21.6% 19

Yes - Went down to the River 39.8% 35

Yes - Visited Grosvenor Park 54.5% 48

Yes - Visited Grosvenor Museum 25.0% 22

Other (please specify) 4.5% 4

answered question 88

skipped question 0

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

80.0%

90.0%

No

Ye

s -

Sh

op

pin

g

Ye

s -

We

nt

ou

t fo

rfo

od

/dri

nk

Ye

s -

City

bu

s t

ou

r

Ye

s -

We

nt

toC

he

ste

rC

ath

ed

ral

Ye

s -

We

nt

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wn

to

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eR

ive

r

Ye

s -

Vis

ite

dG

rosve

no

rP

ark

Ye

s -

Vis

ite

dG

rosve

no

rM

use

um

Oth

er

(ple

ase

sp

ecify)

Did you take part in any activities in Chester between 25th March - 17th April? (tick all that apply)

Easter Eggstravaganza 2016 Review Page 9 of 11

Motivation:

Did you come to Chester specifically to participate in our Easter Eggstravaganza activities?

Answer Options Response Percent

Response Count

Yes 83.8% 67

No 50.0% 40

Other (please specify) 3.8% 3

answered question 80

skipped question 8

Did you come to Chester specifically to participate in our Easter Eggstravaganza activities?

Yes

No

Other (please specify)

Easter Eggstravaganza 2016 Review Page 10 of 11

Feedback and Suggestions:

Final Survey Question: Tell us what you think!

What kind of events and activities would you like to see in Chester city centre? Also use this

space for any other feedback you want to provide us so we can continue to deliver fantastic

family friendly activities in Chester.

We go to quite a few of the activities you provide and have enjoyed them all. I work

in local children's centres and often recommend your web site to my parents

We feel so lucky to live in Chester and your holiday activities are very much

appreciated. They add a bit of extra fun to each trip into Town. Thank you for your

effort to make Chester family friendly.

Well done & keep up the good work. A history/roman based weekend would be

great too!!

More competitions - even though we didn't win we had good fun!

The birds of prey were a highlight for my animal loving kids. Maybe some other

animal themed visitors would go down well.

We loved The Zookeeper giving out bubbles. These kept us busy for the rest of the

day.

The Grosvenor Museum Zookeeper screening was especially funny for the age range

of my kids.

Love all the activities on offer & just wish my local town of Wrexham would follow

your lead!!!

Love the Chester treasure hunts

I loved the activities this year, working in the city it's good to see it improve year

after year! I would like to see more outdoor market stalls, maybe one every Sunday

at the town hall

The cinema events at the Grosvenor are really good. History tours for kids would be

interesting.

More events for older children 11+ Photo walks aimed at teenagers, Art for

teenagers, zip wire

We really enjoyed the craft activities in the town hall, and seeing jungle Jim, so we

think more activities like that would be fun. We also enjoyed a walk around the town

hall, which we've never done before, so maybe an activity (like Chester unlocked)

focusing on the history of the town hall would be good.

Continental outdoor markets in town hall square

Easter Eggstravaganza 2016 Review Page 11 of 11

We think all the things you guys do in Chester is wonderful and it's lovely to see the

children have fun

Love the cinema, other things looked great too, but were too busy to take part this

Easter x

The drop in format at the town hall was better than the tickets required at cruise. It

would be nice to see children's entertainers putting on performance that could be

watched be a large group of children. Magician

Lots more themed family events please

More of the same please. My son loved the egg hunt around the city and all of the

other activities that were available. Thank you.

Love all the events that are organised. Thanks so much for organising free events

More film screenings for kids at places such as the Grosvenor Museum - More family

activity sessions

The Deva Codex was fantastic. More like this please.