Tumble Circus & Destination CQ BID 2023
Context
CQ Business Improvement District works to promote and develop Cathedral Quarter in Belfast as a place where Business, Arts, Culture and Hospitality combine to make it a must visit destination in Northern Ireland.
Tumble Circus is a pioneering, professional company creating extraordinary Belfast-inspired circus that makes people laugh, react and act. It is their job to make families, communities and audiences gasp, laugh and be inspired to live well.
Challenge
The Cathedral Quarter Business Improvement District promotes the area as the arts and cultural heart of the City. It strives to ensure a spread of activity throughout the year and is always keen to attract more families into the iconic quarter. The winter season was previously bereft of an 'anchor' attraction.
Tumble Circus spend much of their time touring shows throughout the year, but they love to get home to a Belfast audience. The company wanted to further animate the Cathedral Quarter; to play their part in contributing to the local economy; deliver world class, family friendly, daytime entertainment and create opportunities for Belfast-based artists to be a part of building new family traditions in the city for generations to come.
"Working with Tumble Circus has brought added dynamism to our team, their energy and creativity is truly infectious. This is embodied in the now annual Winter Circus at Writer’s Square which has undoubtedly enlivened the Cathedral Quarter in the darkest days of Winter"
Damien Corr, Destination CQ BID Manager
Solution
The solution was the fabulous Winter Circus. A conversation with the contagiously enthusiastic and creative Tumble Circus team was truly energising and led to the now annual and much anticipated Winter Circus at Writer’s Square in the heart of Cathedral Quarter.
Tumble Circus were delighted to receive support from CQ BID and redoubled their efforts to increase footfall in the district. In 2022, Winter Circus audience numbers exceeded 5,000 during the run of 25 shows, over two weeks. 16 of these shows sold out and the Box Office operated waiting lists for 80-100 people for most shows during the final week.
Results
CQ BID have developed a great working relationship with the Tumble Circus team and the Winter Circus is firmly established in the event calendar of the Cathedral Quarter and the wider city. The event has become a key driver for family participation and for footfall in the area when businesses need it most. A modest investment in the event has returned a healthy dividend and confirms the value of the Arts in supporting a positive business environment.
Focussed social media and marketing campaigns helped to attract audiences from almost every postcode in Northern Ireland. 95% of audience members said they travelled to the city specifically for Winter Circus and 6% of tickets were purchased from outside Northern Ireland.
“It was great to continue the partnership with Cathedral Quarter BID to bring Winter Circus back to Writer’s Square. The location in the heart of the Cathedral Quarter is a real hidden gem in Belfast that we are proud to make our home for Winter Season. At a time of so much uncertainty it was extra special to be able to transform Writer’s Square with our Big Top, to bring joy and laughter (a lot of laughter!) to people of all ages, and to see people heading out into the Cathedral Quarter buzzing from a carefree hour of hammer smashing Belfast inspired circus”
Ken Fanning, Tumble Circus