Boom time in city centre.
Birmingham’s prestige office and leisure complex Brindleyplace has recorded its strongest quarter in terms of visitor levels for the last 12 months – and its busiest summer on record – attracting nearly one million people to the area between July and September.
During this period, there were 200,000 more visitors compared to those seen at Brindleyplace at the beginning of the year (January to March). This 24% increase in footfall has been attributed to the numerous festivals and community events that took place during the summer, including the live screening of Andy Murray winning Wimbledon. During the summer months when these events took place (June to September), Brindleyplace recorded a footfall of 1.2 million people.
Proving the most successful community event was the Outdoor Film Festival that took place in July, where Brindleyplace recorded an extra 12,575 visitors compared to the same week in June. Additionally, a number of restaurants on the estate recorded an increase in profit of up to 25% during the Film Festival.
Lydia Ellis, destination marketing manager at Brindleyplace, said: “This summer, Brindleyplace organised and hosted a number of hugely successful festivals and events. Not only did the Outdoor Film Festival, Chilli Festival and Dragonboat Festival encourage more people to visit the estate, but they also contributed to an increase in turnover reported by many of the restaurants and bars at Brindleyplace.”
Brindleyplace also saw a record number of visitors to its website, reporting a 70% increase in web traffic in July 2013, compared to July 2012.
“Brindleyplace remains one of the top leisure destinations in Birmingham and these statistics demonstrate just how popular the estate is with those living, working and visiting the city centre. Hosting free events is incredibly important to Brindleyplace as it allows us to bring together both the local community and our business tenants.
“We are predicting a great Christmas period and will continue to attract more people to the estate through our charity events, live music and world record attempt – watch this space!”
Brindleyplace has already started looking for sponsorship for both the Outdoor Film Festival and Chilli Festival in 2014. Deutsche Bank will continue to sponsor the Dragonboat Festival for the third year running. Community events and festivals at Brindleyplace are suitable for the whole family and are all free to attend.
Not only has Brindleyplace experienced a strong summer in terms of its leisure offering but, earlier this month, the estate also announced that it had completed Birmingham’s largest letting deal of the year following Deutsche Bank’s expansion into Five Brindleyplace.