Logical thinking
Published: 30 September, 2008
Putting cars in your car park may not sound like the most innovative idea - after all, isn't that what a car park is for? But when you add in branded stands, simulators, off-road experiences and motorbike rides, the picture changes.
Mobile Promotions first launched Motorshow@ three years ago at The Mall at Cribbs Causeway, Bristol, following conversations between Mobile Promotions' Robin Carlisle, who has many links with the automotive industry, and the then marketing manager at Cribbs Causeway, Sue Boor, who correctly predicted that events such as this were going to be the next big attraction for shopping centres.
In addition to the show at Cribbs Causeway, the event this year also visited The Trafford Centre in Manchester and Bluewater in Kent, and for the first time Carlisle has taken the show to Ascot.
At Cribbs Causeway the show is held in the car park outside the centre's main entrance - ensuring maximum footfall - and, like all of their annual shows, the event continues inside the malls with cars located in all the prime promotional spaces.
So far, retailer buy-in is proving to be the biggest challenge. "We've been working hard on engaging with the retailers in the mall," says Carlisle. "We want the show to be recognised by shoppers, but we want the retailers involved as well, and we still haven't cracked that. The store managers would love to participate, but they're constrained by their head offices."
However, some progress has been made. This year Next had a branded car inside its store, some retailers had posters or banners in their windows, and some of the fashion stores clothed the models. Boots created a male crèche outside its store, while Hugo Boss also got involved by handing out money-off vouchers to men who had to use them during the time limit of the event.
In the car park itself, shoppers were able to ride in four-wheel drive vehicles and enjoy the off-road experience as a passenger, as well as drive a selection of the cars and motorbikes on show. Children were also able to get in on the action, having a go at driving a real car or a remote-controlled one, on a specially made miniature track.
The car park was closed to shoppers during the course of the event but Carlisle says they managed this well, with their top priority being to ensure continued disabled access. "In the first year there were a few moans and groans," says Carlisle, "but only a handful. We've learned from experience."
Operations and events manager of Motorshow@ Mike Richardson adds: "We need the outdoor space and also the right car park. If we used the coach park around the back of the centre then we might as well be in a field. Here the footfall is really good."
Being located on a prime pitch, it was important to ensure the event looked good against the backdrop of the centre. "It has to be quality- and brand-led because it stands against a quality environment," says Carlisle. True to his word, this year Mercedes Benz and Mercedes Benz World are newcomers to the show. And he points out that if brands get their displays right and have the right staff on the stand, they are likely to actually sell cars at the event. In 2007, cars to the value of £1m were sold through the show.
"The dealers are saying they have to do something different this year as people aren't coming to the dealership," says Carlisle. "At a busy centre there will be quarter of a million customers a week - 600,000 at Bluewater and The Trafford Centre - so an advert isn't going to reach that many people."
The event is opened each year by motoring journalist Quentin Willson, who says: "I thought this was just a no-brainer because people find the showroom terribly intimidating, so why not bring the showroom to the people? It's a model that really works.
"Bluewater sold more cars this year than last year and that's during a credit crunch. It's the future of car retailing. But it's not just a bunch of dealers that turn up and think they have to sell cars. It's essential that the centre creates an engaging and exciting ambience."
Since the show was introduced in 2006 at Cribbs Causeway, it has delivered a 7.5 per cent increase in footfall, which was maintained in 2007 and again this year. But while 2006 saw nearly £400,000 worth of cars sold at the event, with thousands of leads for dealers to follow up, the 2008 sales figure fell to just over £250,000, due to the economically challenging environment.
As well as Motorshow@, the centre uses its car park for its twice-yearly fashion show and an ice rink that forms part of the 'Winter Wonderland' at Christmas.
Marketing manager Maria Crayton says: "The fashion events are more female focused. We build a big 60-metre pavilion outside and we have 18 catwalk fashion shows over five days. We sell the tickets, priced at £7.50 for a show that lasts 45 minutes or an hour, and the tickets are always sold out well in advance. We've won two big awards on the back of that - a Purple Merit and an ICSC Maxi.
"We don't have a vast internal space, so we have to use the outdoor areas that are available. We erect a 300-seat theatre outside."
The Bentall Centre in Kingston used a car show - albeit a different type of car show - to promote its Seven Kings car park last month. The top level of the car park, which is just a 90-second walk from the mall, and which was built in order to provide additional parking during the demolition and rebuilding of the scheme's car park B, was overtaken by classic cars, racing cars and even a replica Back to the Future DeLorean car, in order to make people more aware of the location of the Seven Kings car park.
The car show welcomed exhibitors of prestigious cars as well as visitors from all over the region, including Kingston, Reading and even as far as Middlesex.
A radio-controlled car challenge also provided entertainment for children, who had to complete the Top Gear inspired track in the quickest time. Cars on show included Bentleys, Jaguars, an Aston Martin, a Rolls Royce Silver Shadow, a Humber Sceptre, a rare Hillman Minx convertible from 1962, and a 1966 Shelby Mustang.
Lindsay Armstrong, one of the exhibitors and the proud owner of the Mustang, said: "The Seven Kings car show was a great day, packed full of fabulous classic cars and plenty of interesting people. However, the really unique element was the fact that it was situated in a car park which, in all my years of showing cars, was certainly a first for me."
Heather Joy, marketing manager at The Bentall Centre, says: "The Seven Kings car show was a fantastic event that catered for people of all ages, and we're delighted with the response from both exhibitors and visitors.
"The calibre of cars on show was fantastic and the radio-controlled car challenge was a real hit. Several people who had never visited the Seven Kings car park before commented on how modern it felt and just how close to the centre it really is, so we've achieved our aims."
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=== A brighter future ===
A programme of much-needed improvements to the council-owned car park at Middleton Grange shopping centre in Hartlepool is currently in full swing.
The car park, which is about 40 years old and has spaces for approximately 400 cars, will take 16 weeks to refurbish. Works began on July 21 and are being carried out by Concrete Repairs.
Richard Dumbleton, Hartlepool Council's principal engineer, says car park users should not experience any significant disruption during the works, other than perhaps being asked to park on an alterative level:
"The work involves the renewal of waterproofing to the car park surfaces which is required to prevent long-term deterioration of the concrete structure and corrosion of the reinforcing steel. The new surfacing will also be of a lighter colour to help brighten up the car park generally."
Centre manager Mark Rycraft added: "We're extremely pleased that these works are taking place. This is an exciting development for the town and we're grateful to the council for ensuring a minimum level of disruption during the refurbishment, which will result in a greatly improved car park for the future."
