BUSINESS COMMENT: Wheels of Nairn pulls in 10,500 visitors
Eighty-seven per cent of visitors who came to our event Wheels of Nairn which was held in September have said they would return to Nairn at another time of year as a result of attending.
This was the response to just one of the questions we put out in a survey following the popular classic and modern vehicle show.
People were very positive about the event and there was great feedback on how we can make next year’s event even better! Date for your diary – it’ll be on September 21, 2024.
As well as the survey, we analysed data from Place Informatics which specialise in footfall data and behaviour by analysing GPS data records.
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This year, 10,578 people visited Wheels of Nairn which is an increase of five per cent on last year. This means over 10,500 potential customers visited the town on the same day, all looking to enjoy a day out. Many businesses took the opportunity to use this increased footfall to their advantage. They advertised special Wheels of Nairn offers, varying from accommodation to special menus, all aimed at people travelling to Nairn for the event. One hospitality business reported that they had their busiest ever Saturday in September to date.
The data also shows that compared to the same date the month before, 26 per cent more people visited the town.
Nairn BID runs three major events a year, Taste of Nairn, Wheels of Nairn and the town’s Christmas Light Switch On which will take place this year on November 25.
These events, which drive increased footfall to Nairn, provide opportunities for businesses to engage with new customers. Businesses can promote their products, services and special offers at the event or through Nairn BID Facebook page and VisitNairn website. Getting involved with events is a great way to reach out to customers and increase sales.
For the Christmas lights event, we encourage businesses to create special offers for the day, spill out onto the street or take a separate market stall.
Events attract visitors, boost a town’s reputation, and build a positive image of the town, which can only be good for everyone.
Lucy Harding is manager of Nairn BID.
