Programming Events for Placemaking: 7 Key Lessons
Retail has changed so much since I was a child. As the daughter of a shop owner, I still remember people queuing in front of our shop... What was important for a successful shop owner was good location and good sales skills. In our digital age, the impact of ecommerce on our high streets is exacerbated by the health crisis. The challenge is not only how to entice people into a particular shop but more broadly how to attract people to our high streets and have them spend time there. Early this week, the UK government has announced the Welcome Back Government Funding designed to support a safe and successful reopening of our high streets. In this context, this post will look at some benefits of designing a diversified yearly programme of activities and events for high streets, mixed developments and shopping malls.
A one-off event is not enough
A launch event or a one-off event is important to create a buzz but this excitement will naturally fade away with time if nothing else is offered during the year. A holistic approach is key to create places that are enjoyable to live, work and play. Designing a diversified yearly programme of events with seasonal activities requires experience and skills and if the same team manages it professionally, it will offer better coherence and lead to better financial results.
Aiming at increasing the types of users
In order to maximize the potential of a space, it is essential to start with the demographics and try to expand the categories of users present throughout the day. When curating the programme, one has to mix activities designed for each type of users according to their preferred schedule, interests and abilities. The same spaces can for example schedule family-focused entertainment in the afternoon and more engaging art performances in the evening. The objective is to gain the interest of a range of different stakeholders (local residents, visitors, tourists….). All these people are key to bring a space to life and everything should help them visit, walk, move, watch and interact within that particular space.
An antidote to homogeneity and boredom
A strong diversified yearly programme is designed to build excitement and awareness. Unique places with soul and personality are magnetic. The cultural events should celebrate the distinctiveness of the place, trigger and repeat these emotional connections. They should give visitors good reasons to go out, explore a particular space and experience it in various creative ways.
Making the space more welcoming
A good programming contributes in creating a positive and engaging space free from discrimination and hostility. With clear and fun signage, every corner of a space (parking included) can be used and showcased and even the less attractive ones can be highlighted. A small dark corner can become a colourful stage and give other ideas for more permanent uses. Discovering a new or revitalized space and getting to know the entire space may require time. Small events spread within a particular location at different periods can be excellent tools to let people slowly familiarize themselves with the whole space.
Art is great to showcase the space
Events can give opportunities to artists, performers and other creative people to share their work with the public and at the same time it gives a new dimension to the physical space. Artistic interventions, temporary installations, innovative technologies will also change the atmosphere and offer an experience that can’t be matched online but that can be always amplified through digital means.
Reinforce the story of the place
A series of events can reinforce the story of a particular venue or the identity of the area. A good programme has to add to the cultural heritage or history of the location. It is the creativity and diversity that will ensure that the meaning will develop over time.
Outdoor space is now essential
A series of events allows taking advantage of both outdoor and indoor spaces. With COVID safety regulations, outdoors spaces remain ideal for organizing performances and creating a festival atmosphere that brings energy and life into the area. It allows also to create interesting synergies between the inside and the outside of a particular space.
Finally, I leave you with this quote by J. Montgomery, the author of Urban vitality and the culture of cities (1995): “Attention to the soft infrastructure of events programmes and activities is as important for successful urban revitalization as building works and street design”.
