This year’s Victorian Christmas Fayre in Worcester has been cancelled due to the coronavirus crisis.
The 2020 Worcester Victorian Christmas Fayre has been cancelled as the risks associated “were simply too high”.
The Fayre normally attracts an estimated 150,000 visitors to the city over the four-day period and contributes an additional £7.3 million to the Worcester economy.
In a statement, the organisers said: “The decision to cancel this popular event has not been taken lightly.
“With the Covid-19 pandemic still at large, the risks incurred in allowing this winter event to go ahead were simply too high.
“Instead, a range of festive attractions to entice people to the city centre across four December weekends will be arranged.
“They will include small scale food and drink markets, a Christmas trail for families to follow; acoustic musicians, costumed characters and entertainers.”
Cllr Adrian Gregson, deputy leader of Worcester City Council, said: “This is not a decision that we’ve taken lightly; we don’t take any pleasure in announcing the cancellation of this popular event.
Today, 10 September, Herefordshire & Worcestershire Chamber of Commerce Marketing Manager Gabriella Fryer discussed with Free Radio the impact this could have on businesses.
Q: What sort of impact will the cancellation of the Fayre have on businesses?
A: “Large scale events like this have a long tail back of suppliers that benefit from their occurrence. The effects will be significant as this represents another knock to small local businesses. Organisations from across the region recently took part in our economic indicator report and 61% of those in Tourism, Hospitality and Retail said that they expected their revenue to decrease by more than 50% this year due to COVID-19. That said, the decision has been made with the best interests of public health in mind and that has to be the most important factor. Buyer confidence is at an all-time low, and although it was steadily growing, it’s looking to take another dip since the latest restrictions have been imposed. Businesses can focus their efforts on finding new avenues to replace large scale face to face selling, take advice from organisations like ourselves and access a host of resources to help them find new ways of diversifying and reaching customers.
Q: How does the Fayre and big events support businesses in Worcester?
A: “The Fayre brings thousands of people to Worcestershire from far and wide, with many staying on for days either side of the event and spending money within retail and hospitality. So it will have been a difficult decision economically to cancel this event. However, Worcester City Council have confirmed that they are looking to hold a series of other attractions throughout December. They, like all businesses, will be planning other ways to boost the economy in ways that don’t fully rely on these historical large scale events, which at the moment are not safe to hold.
Q: Talking about those alternative events, do you think it’s going to help or is it more of a diluted version of what businesses were expecting?
A: “I think we are all accepting that things can’t necessarily stay the same and that we have to diversify. Businesses have shown that they are fantastic at doing that. So anything that is put on instead of the events such as the Fayre, can only be a good thing. If alternative events weren’t planned, that would be incredibly difficult for businesses to face. To have that void where they would usually have footfall and consumers spending money. Anything that can be done to replace that loss of income should be welcomed and it just shows how much the counties are quick to react and absolutely amazing at diversifying.
Q: Do you think local shops and cafes need more support?
A: “Yes absolutely. Although the ‘Eat Out to Help Out’ scheme was relatively successful in boosting consumer confidence and getting people out and about, this scheme coming to a close means that businesses in these sectors will really struggle in the coming weeks if that consumer demand and confidence is not sustained.
Q: Do you think that having more schemes like the ‘Eat Out To Help Out’ would be a real boost for local businesses?
A: “Of course. Any scheme that the government can put together to help these businesses will be welcomed. The Eat Out to Help Out scheme was very successful in supporting bars, pubs, cafes and restaurants, so if there were plans to extend that, i’m sure that would be received positively. Where the difficulty arises now, is with the rise in cases of Covid-19 and the latest restrictions and perhaps further restrictions that may be placed on businesses. So at the moment, we are going to have to essentially ‘sit tight’ while the government formulate a plan of support that they can offer those businesses in the coming months.
Q: A second wave of infections is looking more likely, how will this affect businesses in Worcestershire?
A: “Our research shows that businesses are emphatic; another national lockdown or a local lockdown in Worcestershire would be catastrophic for local businesses and would destroy consumer confidence. We have now had over 3500 conversations with businesses since lockdown and what is clear from these interactions is that the biggest concern for businesses for the next 3-6 months is a second wave and additional lockdowns. They simply cannot weather another storm of that magnitude.
“Our research also tell us that 37% have adapted their products and services e.g. offered a takeaway service or moved to selling their products online. This means that although they do not want to have to do it again, if the time comes and they can, then they will.
“All that businesses can do, is continue to follow guidance, and react swiftly as we know they are fantastic at doing. With events like the fayre being cancelled now, although it is a blow for many, there is time now for planning and adjusting and finding other new avenues to reach consumers.”
Q: What kind of avenues could business use to replace events; things like virtual trade shows perhaps?
A: “We’ve seen many businesses move to virtual trade shows and events and where they have been really successful for many, for some types of businesses they’re just not necessarily appropriate for their sector or type and they can be costly. These events can always be explored in addition to traditional methods. What businesses need to consider is the full marketing mix. So, hold events where possible, appropriate and safe to do so, whilst looking into developing their online offering such as online events, e-commerce and digital customer experiences. Whilst we are in this state of flux, businesses need to be working on building their virtual offering in order to future-proof themselves and prepare for a tricky winter period”.
The full interview will be aired on 10 September at 4pm and can be listened to live on Free Radio Worcester
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