Transforming Dalton Square into a winter wonderland, attracting over 90,000 people into Lancaster City Centre, delivering the city’s most successful ever event.

In January 2018 I was asked to deliver the Sales and Marketing strategy for Lancaster on Ice, a brand new event to take place over Christmas 2018. The remit was simple – raise as much sponsorship as possible and sell as many tickets as possible.

Across two years I delivered a six figure sponsorship income package that enabled the team to deliver the project. In 2018 we pre-sold almost 20% of tickets, and attracted over 70,000 visitors. Year two, with the Big Wheel added, the event attracted over 90,000 visitors to the city centre; a huge success.

Scope

  • Brand Strategy
  • Sponsorship Income
  • Ticket Sales

Awards & Mentions

  • Marketing Lancashire – Best Large Visitor Event 2019
  • Lancaster BID – Best Event 2019
  • Over 150,000 visitors in first 2 years

The Results

“A well thought out initiative with a long term plan and excellent stakeholder engagement, this event has broad community and visitor appeal”

How do you get 90,000 people to Dalton Square in just 6 weeks?

Lancaster on Ice is a commercial and community success. With leisure and tourism accolades, mentioned in the Guardian as one of Europe’s 10 Best Winter Ice Rinks and over 150,000 visitors in just 18 months, one entrepreneur’s dream became a city’s reality.

The team of Martin Horner, Hannah Horner, Chris Selkirk and myself delivered what has fast become a tradition for the city. Commercially, the sponsor partnerships have been key to underpinning the event, and the carefully planned brand execution led to significant advanced ticket sales and visitor reach across the North of England.

90,000

Visitors in Year 2

150,000

Visitors in first 2 years

166

Visitor increase in year 2