Golden Key event
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The Golden Key event was held on October 15 2022 in the City of London as a public launch of the Destination City programme. It cost about £1 million ( see below for committee discussion)
Destination City
Policy Chairman sets out ambitious ‘Destination City’ vision for the Square Mile
The City of London Corporation has today (19 May) set out a bold new vision for the future of the Square Mile that will ensure it remains a world-leading destination for workers, visitors and residents.In a statement to the Court of Common Council – the City Corporation’s main decision-making body – Policy Chairman Chris Hayward outlined a...
news.cityoflondon.gov.uk
Policy Chairman sets out ambitious ‘Destination City’ vision for the Square Mile • news.cityoflondon.gov.uk
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‘Destination City’ events backed by £2.5 million budget to reinvigorate Square Mile
www.standard.co.uk
Making the City a fun destination for everyone • www.standard.co.uk
October 15 event announcement
Destination City: Spectacular immersive theatre event will transform the Square Mile
A spectacular free event will transform the City of London’s streets with a huge programme of theatre, games, and performance on Saturday 15 October.Featuring over 100 performers, the family-friendly highlights include a mass treasure hunt, 16 doors into a ‘maze’ of adventures, three carnival-inspired fairs, and creative street theatre.It ...
news.cityoflondon.gov.uk
Destination City: Spectacular immersive theatre event will transform the Square Mile • news.cityoflondon.gov.uk
Corporation member John Griffiths questions cost
John Griffiths: City Corporation's 'destination' initiative carries a degree of risk - OnLondon
Destination City is the strapline the City of London Corporation is using to reboot and re-position the Square Mile as it looks to recover from the ravages of the pandemic. The Chairman of Policy and Resources, and de facto leader of the City’s Council, Chris Hayward, describes this £2.5 million per annum flagship initiative as […]
www.onlondon.co.uk
John Griffiths: City Corporation's 'destination' initiative carries a degree of risk - OnLondon • www.onlondon.co.uk
City Corporation committee report
Culture, Heritage and Libraries committee meeting November 2022.
Destination City implementation plan: report and detailed proposals.
The report contained a section on Golden Key
13.Destination City launched its first major event, the Golden Key on October 15th. The event was created to reappraise perceptions of the City of London and act as a catalyst to drive additional footfall and spend to the Square Mile on a weekend day. It was also created to baseline future Destination City activity, acting as a pilot scheme in which to trial new ideas and approaches but also gather data and learnings. The event had several challenges to contend with - an incredibly short lead time of 3 months, the absence of the full Destination City team being in post, a stop on all marketing and communications due to the unforeseen mourning period and the wider challenges in getting hospitality businesses to open. Nevertheless, the event was remarkably successful in achieving its key aims.
14.A fuller assessment will be made as the full information comes in. However, initial results/learnings were:
- a. 81 pieces were achieved across print, digital, and broadcast formats at a national, London and local level. This included the Times, Telegraph, TimeOut and Evening Standard.
- b. The dedicated event website achieved 491k visits in a two-week period. This was created ahead of the Destination Website which will be developed as part of the brand review, building on the learnings from the dedicated site.
- c. Social media acted as a major communication and influential platform, achieving a reach of 373,119 with 63,450 engagements
- d. Over 30,000 people attended the event, based on entrance and exists counts into activation zones and TfL data of taps into the City on the day
15.Whilst the event was successful in driving footfall and enhancing the customer experience, it has more importantly provided us with a fantastic legacy to build upon. With a new audience, it gives us the foundations on which to develop Destination City’s narrative and programme of delivery to drive sustained growth across the Square Mile. We will use learnings and recommendations to inform future decisions and activity. As we scale up activations, it highlighted the need for more robust internal processes to be put in place to establish more effective stakeholder communication.
The meeting is on Youtube
Desination City discussion starts here with a report from the programme director Luciana Magliocco (news of appointment here).
Question raised on cost
Response from officer The cost was around a million