As it nears a vote on a new five-year term, Newcastle business improvement district NE1 outlines the importance of big events in the city centre.
Events put cities on the map. Places become destinations and create reasons for new people to visit and spend time – they also engender a sense of pride in the host city, breathing new life and giving new focus to a place.
An event galvanises people, venues, and cities to put on a good show and the return on investment comes not just in monetary goals but in reputation gains and aspirations for the future.
Major events have always put their stamp on Newcastle and put the city on the map nationally and internationally, sending a message to the world about the type of people and places we have here in the region.
Today, new events are shaping the city’s profile and presenting a new face to the world, which in turn encourages new audiences and new opportunities.
This weekend saw thousands of runners blazing a trail across the Tyne Bridge to South Shields, 13.1 miles of televised promotion of Newcastle and the North East – the region shown in its best light to an international audience, putting on a great show which is broadcast to the world via the BBC.
Great North Run 2022
The Great North Run has helped position the North East in the hearts and minds of runners the world over and from tiny acorns mighty oaks do grow. From the first run 37 years ago with 12,000 runners to this weekend’s event, which attracted hundreds of thousands of runners, the event has grown into the world’s largest half marathon and the UK’s biggest race.
The Great North Run is synonymous with the North East and embodies what makes the North East great – it attracts runners from all over the UK and internationally, it is broadcast live on the BBC and provides a fantastic spectacle for the hundreds of visitors who line the route to cheer on the runners.
This year, the Great North Run also signalled the end of the Great Exhibition of the North. another great example of an event designed to turn the spotlight on all that is great about an area, to challenge perceptions, celebrate the history of the North and its heritage, achievements and innovations while focusing with renewed vigour on its future.
The whole idea for the Great Exhibition was to use the event to turn the spotlight on the area – celebrating its past and looking forward to its future.
The importance of such events for the city and the region cannot be underestimated and the exhibition organisers and venue hosts recognised the opportunity provided.
NE1 Ltd has built its reputation and success on staging events and partnering up with other organisations to bring large scale, high profile events to the city.
Since its launch in 2009 as champion for businesses in Newcastle, NE1 Ltd, the BID district company for Newcastle City Centre has recognised the importance of events in shaping and securing the future of the city centre.
Over the past 10 years, NE1 Ltd has made it its business to create and deliver an ambitious and engaging events programme, which delivers a return on investment for its 1,400 business members – the principle reason for delivering and supporting events.
The events programme has constantly evolved as a result reflecting changing consumer expectations and the need to keep the city vibrant, different and interesting. Among the events that have withstood the test of time and which constantly add value are NE1 Newcastle Restaurant Weeks, Screen on the Green and the Newcastle Motor Show. Restaurant Week alone generated £1.8m in 2018.
NE1 events and the events NE1 supports including Chinese New Year, Newcastle Pride and Mela have collectively delivered over 340,000 visitors to the city in 2017/2018 and £19m of economic impact for the city each year.
Stephen Patterson, director of communications at NE1 Ltd said: “It is never enough to have beautiful buildings, outstanding public realm and world class businesses housed here, events and animated activities are needed to breath life into a place and encourage people into the city who wouldn’t otherwise visit. This is all the more important with the growth of the internet and when Newcastle competes with not just other UK cities but internationally to attract people, jobs and investment.”
As NE1 works with its 1,400 business members to secure re-election and a revote for another five years, events and ‘animating and curating the city’, as it calls it, is a key part of its business plan for the next five years.
Mr Patterson said: “The film The Field of Dreams and its mantra ‘If we build it, they will come’ – has always been our approach. We have never underestimated Newcastle’s potential and our ability as a city to put on a show and provide an experience second to none.
“As such, it is important to play to our strengths and one that is often over looked is having St James’ Park nestled right here in the city centre.
"It is a huge asset to the city, one which has in the last year alone hosted the RFL’s Magic Weekend, Newcastle Falcons ‘Big One’ and three sell-out Ed Sheeran concerts above and beyond Newcastle United’s premier league fixtures. It’s a huge achievement and testament to the hard work of all those involved in securing them for the city. “
This ambition continues to grow and NE1 is hugely supportive of Newcastle United and their contribution to the city.
Only last week, it was announced that the a rugby union international between England and Italy will be happening in Newcastle at St James’ Park on September 6 next year, another first for the city.
Mr Patterson said: “We can’t hide our light under a bushel and need to be unabashed in our aspirations. We have a world-class venue in St James’ Park, in a world-class city, and we can’t commend the club enough for its efforts in using this asset for the good of the city.
“The work the club does for the city doesn’t get enough recognition, especially for the economic impact delivered directly into the city from events and activities hosted at St James’ Park. Magic Weekend and Ed Sheeran concerts were worth £30 million to the city – two events that the football club worked hard with its partners to bring to the city.”
Pending a successful re-election, NE1 is geared up and ready to continue to build on its work with NUFC to attract and secure major events for the city.
Brian Aitken, head of corporate affairs at Newcastle United: “We are delighted at what has been achieved working with NE1 and Newcastle City Council over the past five years.
“We’ve hosted Rugby World Cup matches, a record breaking four Magic Weekends and Newcastle Falcons’ Big One – with more top class rugby to come in 2019. The Ed Sheeran concerts in May attracted more than 150,000 people to the city and we are looking forward to strengthening our partnership with NE1 by bringing more high-profile music events to the city.”
Having St James’ Park in the centre of the city offers a major advantage over other cities for visiting fans, supporters and concert-goers. People travelling to the venue can easily access the stadium from public transport and as it is at the heart of the city can also enjoy all that Newcastle has to offer as well as enjoying the action on the pitch and in the stadium.
For businesses in Newcastle city centre, big events are a major asset and are hugely welcomed.
Jack Taylor, general manager of CosyJoe’s bar and chair of the Newcastle License Trade, PubWatch said: “Big events are great news for Newcastle. Anything that increases footfall is great news for the city, the public and for the license trade, everyone benefits when there’s an active and exciting events programme in Newcastle.
“Attracting new visitors and keeping Newcastle top of mind when people are thinking of visiting, or going out in the North East supports and helps our business. If it’s good for the city, then it is good for us.
“Magic Weekend is a case in point, it is a brilliant event for the license trade, it attracts thousands of rugby league supporters who come to the city to enjoy the games and the carnival style atmosphere as well as sampling all that Newcastle has to offer. We have loved having Magic supporters here, they are a credit to the game and their teams, and the fun, friendly, family event is a great asset for the city.
“Having a varied events programme like the NE1 Newcastle Motor Show, Newcastle Pride and big stadium concerts like Ed Sheeran is all fantastic for the city and we hope they will continue in the future. Restaurants, hotels and licensees all benefit with a boost to business and the local economy that these events provide – we get more customers and we staff up accordingly.”
