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 – New to NE1’s events programme in 2015, the first Newcastle Motorshow attracted crowds in excess of 100,000 across the weekend. Displays from Aston Martin, Bentley, Porsche, Mercedes Benz, BMW, Audi & Nissan, combined with over 120 privately owned luxury vehicles, resulted in an average 43% increase in trade for adjacent businesses. The event returned in 2016 and grew in both footprint and footfall, occupying 30% more space within the city centre, and bringing in over 100,000 people once again, delivering another highly successful weekend for businesses adjacent to the event, and those further afield within the city. Dealer displays and Hospitality Units from Tesla, Porsche, Bentley, Infiniti, Jaguar and Aston Martin perfectly complimented an even wider array of privately owned vehicles lining the length of Grey Street.
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. NE1 welcomed 80,000 students to the city by displaying the flags of the 152 nations they represent throughout the city centre. Seven searchlights, representing the seven continents of the world, scanned the sky each evening from seven local iconic landmarks whilst large fireworks displays ceremonially opened and closed the event.
NE1 Screen on The Green: Formerly known as NE1 Monument Movies, NE1’s free film screenings relocated in 2016. Running from July through until September, the large outdoor cinema screen, positioned at Old Eldon Square, 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 and 2016, and are thrilled to be a part of the largest free Pride event in the UK. 2016’s event saw 73,000 people take part, generating an economic value to the city of £10.4m.
RFL Magic Weekend – NE1 are delighted to announce that Magic Weekend will be returning to the city for the third time in 2017. The NE1 sponsored event attracted a record breaking 67,000 fans in 2016, and was estimated to have added over £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.
- £708m estimated value of post 5pm spend since launch
- 11.6m additional visitors post 5pm
- c2,300 full & part time retail jobs safeguarded
- 69 new restaurants in 5 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.