Liverpool bucks national trend as visitors increase in the run up to Christmas
Figures released show that the pedestrian flow count in the retail heart of Liverpool city centre increased by 4.8% in November 2005 compared with November 2004. For the quarter measuring September to November, Liverpool has seen a footfall increase of 1.2%. This bucks the national trend which has seen footfall figures consistently 3% to 4% lower than the previous year based on figures form the Footfall Index which measures over 200 centres across the UK.
The figures for November reveal the success of the co-ordinated events and marketing activity delivered by the new Business Improvement District, working with the Culture Company and the City Council.
The Liverpool BID Company (will open a new window) funds four pedestrian counting cameras in the heart of the retail area of the city centre (within the Business Improvement District). Accurate data is gathered across entire pedestrianised streets including Brythen Street, Church Street, Parker Street and Whitechapel, using a single discreet camera in each location. Members of the public are not filmed, simply recorded as an electronic movement in the area.
Data is uploaded to the internet on a daily basis, and can be illustrated in a variety of reports and as a database. Reports by hour of the day, day of the week and by counting location are available. The data is of great benefit as it enables the BID Company to demonstrate the success of marketing and promotional activities and to identify trading peaks and troughs.
The Christmas marketing and events campaign started on 30 October to support the start of late night Thursday shopping, which was launched three weeks earlier than usual on 3 November. The BID Company encouraged over 30 stores start their Thursday late night trading earlier this year and supported them by providing local press advertising, radio advertising and the 'Living Windows' events to drive shoppers in to the city centre.
Carl Speight, BID General Manager commented: "We had a really good reaction from retailers and customers early in November, with more than 30 stores trading later on Thursday evening three weeks earlier than usual and well over 50 stores two weeks earlier. Liverpool loves to shop and we want to give people more opportunities and to make it fun at the same time."
Cllr Peter Millea, City Council's Executive Member for Regeneration, said: "These figures show that against the national trend more and more people are consistently coming into the city centre - despite the well publicized disruption. And as more and more of the Big Dig projects are completed the centre will become an even more attractive place to visit and shop in with a great choice of leisure activities. This year the BID has put on a marvellous programme of Christmas entertainment and throughout the year they will be helping to attract more visitors as the centre becomes more animated."