1st June 2018 | Investment

Why Light? Lights Work.

Lights can create a statement, an atmosphere, and even a sense of safety. Whether you are lighting a small venue or an entire street. Whether it is for an event or for Christmas, done well can completely transform the result. I usually give 3 examples of how lighting works. Walt Disney World, Blackpool and My house. These places don’t do this for fun (except my house). They do it because of the return they get. Now these examples may be a bit extreme but it shows what is possible.

Blackpool spend in excess of £2,200,000

3,700,000 visitors during the 2 months of the Illuminations that’s a lot of “Kiss me Quick hats” not to mention, Taxis, Hotels Pubs and Clubs etc, etc.

News Flash: The extra photographs taken of guest in front of the Castle paid for the lighting in the first year (in excess of $1,000,000).

It is worth lighting during the day, you just have to be aware of the big yellow thing in the sky. If the sun is in full effect it can seriously affect your lighting displays impact.
My house, the run up to Christmas one year, I had received a couple of new products and wanted to do a bit of product research. See how they come out of the box, how they go up, how they last a Scottish winter, how they go back in the box (they never go back in the box). So couple of products up on the house. Looked terrible, so back to the warehouse collected a few choice pieces and finished the decoration of the house. Switched on and went inside. a day or two later I noticed a car drive up to the house. Then another, then another got up to 25. This is a road that has no traffic normally as it is a dead end. Didn’t tell anyone I was doing it. Wow the power of lights.

Now don’t rush out and buy the Rolls Royce’s just yet.

These places have a bit of head start on most of you guys. But the concept is still the same. Take the opportunity that is Christmas and dark afternoons and evenings and use it as a marketing tool. Build on it year-by-year, event-by-event and you too can achieve the success of a Blackpool or a Disney (albeit on a smaller scale). I would suggest that your lighting display is part of a bigger marketing strategy. Lights may be a good starting point but should not be the end. And lights are not just for Christmas. Some products can be used for different events. Tree lights on a summer evening create a wonderful atmosphere for your night time economy. We have also designed a number of motifs for summer displays.