Alive after Five was launched in October 2010 and is still unique in the UK. It was both a response to the challenge of online competition and the result of NE1 having identified the huge commercial opportunity that lay in bridging the gap between Newcastle’s daytime and evening offers.
NE1 was uniquely well positioned to put together a package attractive to both business and consumers. It included retailers staying open till 8pm during the week, free parking after 5pm, a range of attractive offers and a heavyweight marketing campaign.
The return in NE1’s £2.5m investment has been extraordinary and continues to grow.
The commercial impact of Alive after Five reaches far beyond the city’s retail sector. The city’s restaurants, bars, theatres and cinemas have all seen increases in revenues too. The universities and professional services firms are also very supportive as their students and employees respectively benefit from a more attractive city centre.
Newcastle’s day time and night time economies now complement each other, providing a compelling early evening offer that caters to a far wider demographic.
In support of this, NE1 deliver an annual programme of high quality events, which include;
NE1’s Newcastle Restaurant Week – NE1 made Newcastle the first city in Great Britain to deliver the ‘Restaurant Week’ concept. Starting with 13 restaurants, we now have over 100 participating, attracting over 45,000 diners who spend in excess of £530,000 during the week.
NE1’s Newcastle Motor Show – NE1’s annual Motor Show is responsible for over 100,000 people descending on the city centre each July, for a weekend of prestigious and classic cars on one of Britain’s most beautiful streets. The 3rd Motor Show in 2017 saw the event stretch into even more areas of the city, and incorporate displays of stunt driving on Hood Street, a first for the show. Over 110,000 people visited over the weekend to take in displays from Aston Martin, Bentley, Tesla, Porsche and more, as well as over 150 privately owned cars. The increase in trade for adjacent businesses was 18% when compared to 2016’s show, and over 70% when compared with pre-Motor Show figures.
Welcome Students of the World – In September 2016, Newcastle became the first city in the world to throw its arms open to welcome its student body. Now part of the annual events programme, NE1, working alongside the city’s educational institutions, welcome 80,000 students from 152 different countries to the city every September. The city centre and main arrival points are decorated with international flags and welcome messages throughout the event, with a grand finale weekend hosting NE1’s ‘University Challenge’, a large firework display as a closing ceremony, and activities on the pitch at St James’ Park during half-time in a Newcastle United match.
NE1 Screen on The Green: Formerly known as NE1 Monument Movies, NE1’s free film screenings relocated in 2016 to Old Eldon Square. Running again in 2017 from July through until September, the large outdoor cinema screen, showcased a variety of films daily throughout the summer.
Thomas Cook Airlines Quayside Seaside: Created in 2011, this pop-up beach has quickly become a key element of summer in the city. The man-made beach equipped with sand, deck chairs, beach huts and more is hugely popular with visitors to Newcastle, families, and Quayside workers. 2017 also welcomed the addition of Barrio Comida.
Northern Pride – NE1 is a continued supporter of Northern Pride, sponsoring the event in 2015, 2016 and 2017, and are thrilled to be a part of the largest free Pride event in the UK. 2017’s event saw 73,000 people take part, with a record-breaking 16,000 joining the parade and generating an economic value to the city of £9.2m.
RFL Magic Weekend – NE1 has proudly sponsored the event for the past three years, all three of which are the top 3 most attended Magic Weekend events. It is estimated that each weekend adds around £8m to the city’s economy.
NE1’s Fashion Futures – Attracting big names such as Henry Holland, Alexandra Shulman, Wayne Hemmingway, Scott Henshall, Will.I.Am and Dizee Rascal to our events over the years have cemented Newcastle’s place as the fashion capital of North East England.
NE1 Zapcat Grand Prix – Making the most of Newcastle’s iconic Quayside, the NE1 Zapcat Grand Prix brought powerboat racing to the Tyne for the first time. Attracting crowds in excess of 25,000, the event delivered average increase in trade of 52% adjacent businesses.
RFU Rugby World Cup 2015 – Working with city council to secure Newcastle’s position as a host city, the Rugby attracted 134,000 visitors, worth £43m to the city and £93m to the wider region.
- £839m estimated value of post 5pm spend since launch
- 13.7m additional visitors post 5pm
- c2,300 full & part time retail jobs safeguarded
- 75 new restaurants in 6 years delivering in excess of 1,200 full and part-time jobs
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Newcastle is a European Regional Capital city. It is home to world leading businesses in the industries of health care, medical research and digital and has a strong professional services sector. It has a catchment area of 2.5million people and the highest growth rate of millionaires in the UK.
Securing £5m from the Regional Growth Fund, NE1 worked with Newcastle City Council, Network Rail and Virgin Trains East Coast to invest £24.5m in transforming the station, public realm and welcome to the city.
Alive after Five was both a response to the challenge of online competition and the result of NE1 having identified the huge commercial opportunity that lay in bridging the gap between Newcastle’s daytime and evening offers.
It may not be glamourous but as a city, we need to get the basics right. NE1’s Street Rangers and Rapid Response Clean Team are on hand, working with the city’s businesses on a daily basis to resolve issues and improve the look and feel of the city.