Experience Chesterfield Strategic Focus
The Experience Chesterfield Strategic Focus encourages people to spend their leisure time in the borough of Chesterfield.
The Love Chesterfield campaign will focus on day visitors, people visiting friends and relatives and the town’s retail catchment areas.
The delivery of a short breaks marketing campaign will position Chesterfield as a base to explore the Peak District and the surrounding area. As well as a short break destination in its own right.
Experience Chesterfield – Outcomes
Target Growth Strategy Outcomes 2030:
- Reduce the town centre vacancy rate to below 10% (baseline 13.2%)
- Increase the value of the visitor economy by £20 million (baseline £163m)
Target Visitor Economy Strategy Outcomes by 2027:
The Visitor Economy Strategy will generate:
- An additional 720,000 day visits
- An extra 46,000 staying visits
- An additional £30m of visitor expenditure
- 15% increase in employment supported by that expenditure
Love Chesterfield – Day Visitors and Retail Catchment Area
Summer in Chesterfield
The Summer in Chesterfield Campaign targets families within an hour of Chesterfield to explore the town’s events, outdoor spaces, attractions, retailers and food and drink businesses.
Christmas in Chesterfield
Christmas in Chesterfield targets families within an hour of Chesterfield to visit Chesterfield for their Christmas shopping and festive events and to spend their leisure time in the town.
Festival and Events Promotion
Destination Chesterfield delivers ongoing promotion of key events and festivals. Activity includes ideas for the weekend, half-term guides and support for festivals and events launching and establishing in the town.
Supporting Retail and Leisure Businesses
The team will continue to deliver content which showcases the borough’s retail and leisure businesses. This includes gift guides, themed blogs and promotion of new business openings. Through the period of this strategy, due to data collection over the past three years, further targeted marketing can be delivered.
Inspired Chesterfield Marketing Campaign – Staying Visitors
Research will be commissioned to define audiences and how best to position the town to these audiences. We also analyse our competitors to ensure our offer has a competitive advantage.
Marketing campaigns will be created and delivered to identified audiences.
This activity is an action of the Chesterfield Visitor Economy Strategy.
Visitor Economy and High Street engagement
A partnership approach with the sector will be required to deliver visitor economy campaigns.
