INTRODUCTION

On behalf of The Victoria Business Improvement District (BID), we created a complimentary Summer Garden Party at the heart of Victoria in Lower Grosvenor Garden’s to give back to the community in respect of the 200th anniversary since Queen Victoria and Prince Albert’s births over the summer. Victoria BID is a business-led and business funded body formed and established in 2010 to support economic growth in Victoria and to create a vibrant destination for those who work, visit or live there.

 DELIVERY

Lower Grosvenor Gardens had a summer afternoon tea takeover, adorn with quintessentially British décor with beautiful Chinoiserie fabric draped in our marquees and one off structural design door archways. We dressed the garden with giant teacups and fairytale bridges to create many photo opportunities for social media sharing and engagement. We worked with local partners; Grosvenor Hotel and St James’ Court, a Taj Hotel to produce a delectable and beautifully presented afternoon tea offering for the event, while in our workshop tent featured the Meanwhile Club teaching a therapeutic horticultural space where visitors could plant succulents in pretty vintage teacups to take home. We had a grand Victorian Bandstand in the middle of the park featuring the sweet sounds of Jazz from Black Tie Jazz and 1940’s/50’s music form the Lollipops. Our event health & safety and technical team were on-site to ensure the smooth and safe running of the overall event.

Licensing including S30 and TENs

Collaboration with Council, Network Rail, Grosvenor and Westminster Cathedral

CHALLENGE

Once again we graced the park to drive dwell time and footfall to the area and encourage local business employees to attend, showing what the area and its local partners has to offer. We were tasked to produce engaging content and build relationships with local partners to collaborate at the party in the form of food and workshops. Positioning Lower Grosvenor Gardens as a site for local businesses, tourists and general public to visit more often.

To focus on the ‘connect’ aspect of the festival, the flower cyclists who rode decorated bikes and brightly coloured outfits, rode around the whole Victoria area to catch people’s eye and make them aware of the event.

RESULTS

Engagement from local partners running afternoon tea offerings and workshop including Grosvenor Hotel, St James’ Court, a Taj Hotel, Meanwhile Club

Increased bookings at the local partners shops post event

A 50% increased footfall count from 2018 with 2,000 visitors across 2 days