Footfall and Spend
Increasing the numbers of people visiting Stirling City Centre and encouraging them to spend more time (and money) in the city is at the heart of the Go Forth Stirling business plan. We are involved in a number of initiatives that are aimed at increasing footfall and spend.
The Land Train was one of The Big Ideas detailed in the Go Forth Stirling business plan. The Business Plan was the manifesto on which the BID was elected. The Land Train was first trialled in 2018 and proved popular with visitors to the city. It returned to a regular weekend service in 2019, operating 7 days a week during the school Easter and Summer holidays. The Land Train route takes in Murray Place, King Street, Broad Street, St Mary’s Wynd and Barnton Street before returning to Murray Place. The route is due to expand in 2019 to take in Forthside. The pricing structure will change at this time with passengers being able to purchase a ‘hop on, hop off’ ticket. An on-board audio guide will also be introduced, signposting passengers to the various cultural, historical and retail attractions in the city centre.
The Land Train is becoming an attraction in its own right. We know from our own evaluation and from online customer feedback that people travel to Stirling to ride the train.
For 2019 the Land Train will play a key role in the Bloody Scotland crime writing festival and at both Hallowe’en and Christmas celebrations.
Go Forth Stirling are major sponsors of the 2019 Bloody Scotland crime writing festival. Bloody Scotland are proud to have their home in Stirling. The Go Forth, Bloody Scotland partnership gives opportunity for Stirling traders to maximise the opportunities brought by Bloody Scotland (and their 10,000 ticket holders). The Go Forth Stirling message to Bloody Scotland visitors is to take time out from their Bloody Scotland schedule to explore the city and visit our wonderful shops, restaurants and bars - better yet; why not visit Stirling again, stay longer and explore more.
Visit Stirling Campaign
Go Forth Stirling are working with Central FM to deliver a Visit Stirling campaign targeted at listeners across Central Scotland. The campaign features two weeks of radio advertising leading up to an outside broadcast from the land train and stirling city centre on 1 July. This is followed by a further month of radio advertising and a final outside broadcast on 29 July. The messaging is; Stirling has a wonderful range of shops, dining opportunities and cultural and historical attractions – don’t be tempted to go anywhere else – Visit Stirling.
The Winter Festival was one of The Big Ideas outlined in the Go Forth Stirling business plan. Go Forth worked in partnership with Stirling Council to deliver the Winter Festival in 2018. Plans for 2019 include a repeat of the successful Reindeer Trail, further lighting to add to those bought by Go Forth in 2018 and some exciting new city centre attractions.
Go Forth Stirling plan to deliver a family event in the city centre in the summer of 2019.
Go Forth Stirling are one of the sponsors for 2019’s Stirling Photography Festival. The Festival had a very successful inaugural year in 2018. Organisers are seeking to build on this and develop this unique festival into a regular on the Stirling calendar. The festival programme will include workshops specifically designed for Stirling’s businesses.