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.
Initiatives like Alive after Five pave the way to making our city a more accessible and welcoming place to be in the early evening. It keeps energy in the streets for people staying out after shopping to enjoy the many restaurants and bars the city has to offer.
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