The BID can help to reinvigorate Ulverston as a ’destination’ town, through sponsorship of creative initiatives designed to revitalise the town. As a potential ‘private’ sponsor which could also attract ‘public’ match-funding, the BID could ensure that more of the festivals and events are designed and delivered in ways that bring tangible benefits to the businesses and organisations in the town, particularly through greater levels of participation and through more co-ordinated activity (e.g. professionally produced promotional material, exhibitions/displays).
This can be closely linked to the marketing & promotion project and delivered through two activities:
1. Promoting new “market” initiatives such as ‘The Teenage Market’, ‘Farmers Markets’ and other specialist markets;
2. Sponsorship of high profile events & festivals such as ‘Taste Cumbria’ or ‘Christmas in Ulverston’ to help sustain existing calendar events or encourage new ones.
These two areas of activity can be summarised as:
Project one: New Market Initiatives
Working with the local authority, community enterprise partnership and market traders, schools & colleges, to support new initiatives each year for a period of five years, where these demonstrate new ways to deliver a wider variety of markets in Ulverston.
Project Two: Events and Festivals
Working with local partners, to support new and existing town festivals and/or events each year for a period of five years where these contribute to marketing and promotion of the town’s businesses and services.
These two projects can help to raise the profile and reinvent the positive image of Ulverston as a ‘market town’. This is considered by many businesses to be Ulverston’s USP and it is a vital part of the BID’s mission to increase footfall and generate new spending and business activity in Ulverston.
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