One City Research
What role can the One City platform play in supporting the post-Covid 19 economic recovery of the City of London? OCTOBER 2020
We are explorers. Adventurers. Pioneers uncovering the hidden and celebrating the eclectic in the urban jungle we call home. Whether you’re new here or think you’ve seen it all, we’ll show you a side of the City that will take your breath away. One City is your guide to the Square Mile and beyond. We share news about the best pop up openings and gigs in the City of London. ONE CITY
RESEARCH UNDERTAKEN BY
RESEARCH COMMISSIONED BY
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PHOTO TAKEN IN AUGUST 2020 DURING COVID-19 RESTRICTIONS BY FUTURE PLACES STUDIO
Contents FOREWORD. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . page 06 INTRODUCTION . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . page 08 ONE CITY USER SURVEY . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . page 11 SURVEY RESULTS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . page 13 STAKEHOLDER ROUNDTABLE . . . . . . . . . . . . . . . . . . . . . . . . . . . page 21 BUSINESS INTERVIEWS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . page 23
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PHOTO BY ONE CITY 5
Foreword When One City was founded in 2016, its aim was to change outdated perceptions of the Square Mile. Pioneered by the City Property Association (CPA) with support from the City of London Corporation, New London Architecture (NLA) and partner members – it has utilised social media and digital tools to help promote the City of London as a thriving hub of social and cultural activity: an exciting and rewarding place to both work and play. The target demographic was the age group most prevalent in the City: those aged 22 – 39, who make up 61% of the City’s workforce. One City has successfully changed perceptions and connected the area’s young, dynamic, and diverse workforce with its bourgeoning food, drink, retail and cultural experiences. The pandemic and associated public health measures have had a profound impact, temporarily displacing the talented workforce which makes the City a place for collaboration, creativity and connection and a leading global business district. However, as digital engagement has replaced personal interactions in recent months, it has highlighted the importance of connection and the need to constantly change and evolve. One City has used this opportunity to engage with its
audience and collectively rethink what the City should stand for, offer and how to better serve people in both the digital and physical realm going forward. Once the crisis abates, the One City platforms can play a critical role in reconnecting workers and visitors with the places and experiences which underpin the City’s appeal. It can help re-engage with the young workforce which is helping shape the district’s future for the better: creating a more sustainable City that is a powerhouse for the ‘contribution economy’. This research explores how, working together, we can build on One City’s success. The recommendations set out how policymakers and the digital team behind One City can utilise its strengths to help rebuild the City’s economy postCovid 19.
Dan Scanlon, CPA Chair Brookfield Properties, Senior Vice President – Developments Aneta Popiel, CPA NextGen Chair HB Reavis UK - Workspace as a Service Manager 6
PHOTO TAKEN IN AUGUST 2020 DURING COVID-19 RESTRICTIONS BY FUTURE PLACES STUDIO
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Introduction The City of London is at a crossroads. In spring 2020, the Covid-19 pandemic left much of the City – one of the most dynamic places in the world to work, visit and live – quiet – and workers and businesses have been slow to return even as lockdown eased. The Square Mile faces a huge challenge to rebuild its vibrancy and local economic activity.
most popular and successful marketing platform for a development area in the UK, it helped change perceptions of the City, showcasing the area’s food and drink offerings, arts and culture, retail and other experiences.
But at times of great struggle, London has always found a way to bounce back stronger. Like previous crises, the Square Mile can build upon its fundamental strengths as a City for people. It is with that in mind that this research seeks to explore the role of the One City platform in supporting the economic recovery of the City of London.
By surveying the One City user base, speaking with key City stakeholders and interviewing City businesses this research report presents valuable insight to help One City as the platform supports the City to bounce back.
Since 2016, One City has promoted the City of London’s offer as a dynamic, cultural and forwardthinking business district. As the
The next challenge for One City is to pivot from changing perceptions, to supporting a recovery.
The importance of the Square Mile bouncing back cannot be overstated: the financial services sector alone accounts for more than 10% of the entire tax contribution to the UK. The hundreds of thousands of people who pour in each day from other
The City of London has the youngest workforce in the UK with 61% aged between 22-39. 8
parts of London – and from around the world – also make the growing number of local independent shops, bars and restaurants possible. In other words, the economic wellbeing of the City of London has a ripple effect on both a local and national level. Unlocking the City’s future isn’t dependent entirely on seeing workers return to the office when it’s safe to do so. As the City of London Corporation set out in its Cultural Strategy, the City is one of the best places in the world for culture and heritage, with institutions ranging from the Museum of London to the London Symphony Orchestra and the Barbican. It has an incredible retail, hospitality and cultural offer, making it a destination in its own right. Unfortunately, what the City has to offer in that regard is often overshadowed or forgotten about. The City of London needs to, as the Corporation says, “restate its role as a world capital of both commerce and culture”. This report shows how digital engagement through platforms like One City can shape the economic and cultural activity of the City of London. Our survey found that half of people who have received a newsletter or seen a post by One City have visited a place it has 9
recommended. 43% have shared information from One City with colleagues. The One City users are engaged, which means targeted visibility via digital platforms does make a difference. The ‘digitisation’ of the City goes beyond using platforms like One City as a means of promoting the City. Our research has found that during lockdown key City businesses have introduced a digital offer such as a food delivery service, home workouts or online parties. While the bricks and mortar offer remains key, this digital element will be an on-going part of their business model in a post Covid world. The City hasn’t stood still during lockdown; it has been evolving. Evolution should be at the forefront of policymakers’ minds. Covid has presented a once in a generation opportunity to re-imagine the City. As we think about the future we shouldn’t yearn for the past and our research provides a series of recommended focus areas for the City Corporation to build on.
Two thirds of the One City’s userbase are between 22 and 40.
1 in 59 UK workers are employed in the City. The history of the City has included both unbelievable highs and terrifying lows. What has been consistent through all this, however, has been the area’s resilience. Its ability to re-emerge from wars, from great fires and financial crashes, is a testament to the City and its people to consistently find new ways of
working together towards a better future. Resilience is engrained in the City of London. It’s time to harness that resilience, meet these challenges with our new tools, and once again lay the foundation for the next chapter in our City’s history.
PHOTO BY ONE CITY
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One City User Survey One City engages with City workers and visitors on multiple digital platforms. It boasts 47,800 followers on Instagram, with an average of 461 likes per post, and 1,327 followers on Twitter. Its Instagram’s engagement rate is nearly double the industry average per post, with a following that has doubled in recent months. This strong and growing online following is informed of new and existing City businesses, pop-up art and cultural events, exciting bars and restaurants, as well as public gardens and other spaces where City workers can relax and unwind. In order to better understand the One City users and the role of the One City platform in promoting the City as a social destination, we launched an on-line survey which was promoted to the One City user base. The survey ran from June 2020 - September 2020 and received 189 responses.
One City followers 47,800 FOLLOWERS 1,327 FOLLOWERS 6,500 HITS / MONTH 11
3,500 SUBSCRIBERS
PHOTO TAKEN IN AUGUST 2020 DURING COVID-19 RESTRICTIONS BY FUTURE PLACES STUDIO
From cafes to corner shops. Newsstands to night “buses. Sunsets to secret sites. We’re out to make you reconsider what you see every day and marvel at what you’ve never seen before.
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ONE CITY
Key findings
90%
of respondents feel either extremely positive or positive about visiting or working in the City once they have visited the One City platform
89%
selected eating and drinking as their favourite thing to do in the City after work or when visiting
85%
want information on good places to eat and drink after lockdown ends and people return to the City
73%
of respondents say Instagram is the most popular of the One City channels
72%
use One City to learn about what is going on in the Square Mile
50%
have visited somewhere after receiving a recommendation from One City 12
Survey Results DEMOGRAPHICS
- 18 2%
71+ 1%
19-21
3%
-70
61
5%
51-60 9%
22-30 36%
AGE
41-50 14%
31-40 30%
MALE 41%
MIXED / MULTIPLE 5%
PREFER NOT TO SAY 3%
BLACK / AFRICAN / CARIBBEAN / BLACK BRITISH 3% ASIAN / ASIAN BRITISH 14% WHITE 74% 13
OTHER 1%
ETHNIC ORIGIN
GENDER
FEMALE 59%
What is the closest tube station to your place of work? BARBICAN 2%
LIVERPOOL ST 11%
BANK 25% CHANCERY LANE 2%
FARRINGDON 2%
HOLBORN 1%
MONUMENT 5%
ALDGATE 6% CANNON ST 2%
SOUTHWARK 1%
MOORGATE 11%
ST PAUL’S 9%
LONDON BRIDGE 2%
CANARY WHARF 2%
Before the current lockdown, what were your favourite things to do in London after work or when visiting?
BARS, PUBS & NIGHTCLUBS
EATING & DRINKING
61%
89%
PARKS & GARDENS
SHOPPING 38%
51%
ARTS & CULTURE 56%
SPORTING EVENTS 13%
GYM & WELLBEING 33%
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How did you discover One City?
INSTAGRAM 64% NEWSLETTER 8% FLYER / POP-UP EVENT 8% WORD OF MOUTH / RECOMMENDATION 8% ONE CITY SESSION / OTHER EVENT 6% OTHER 4% SEARCH ENGINE 2% TWITTER 0%
How often do you typically check One City?
AT LEAST ONCE A MONTH 33%
AT LEAST ONCE A WEEK 67%
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TWITTER 4%
NEWSLETTER 28%
WEB 29%
INSTAGRAM 73%
Which of the One City media channels have you used?
Why do you use the One City platform?
72% 68% 46% 28%
1%
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After receiving a newsletter or seeing a post / Tweet about One City, have you ever:
VISITED SOMEWHERE AFTER A RECOMMENDATION FROM ONE CITY
50%
43%
GONE ONTO THE ONE CITY WEBSITE
30%
COMMENTED ON A POST / TWEET 12%
How likely are you to tell a friend to check One City to learn about what is going on in the City?
UNLIKELY 11%
LIKELY 41%
VERY LIKELY 48% 0%
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10%2
0%
30%
40%
50%
60%
70%
80%
90%1 00%
When are you most likely to use the One City platform? WHEN I'M BROWSING SOCIAL MEDIA AND I SEE ONE OF THEIR POSTS WHEN ACTIVELY LOOKING FOR SOMETHING TO DO IN THE CITY
62% 49%
WHEN I RECEIVE 30% THEIR NEWSLETTER WHEN MY FRIENDS / COLLEAGUES 10% SEND ME SOMETHING FROM THEM OTHER 1%
Which other platforms / outlets do you use to find out about things to do in the City? WORD OF MOUTH 60% TIMEOUT 57% EVENING STANDARD 34% 33%
EVENTBRITE 31% LONDONIST 30% VISIT LONDON 22% TRIPADVISOR 21% OTHER 10% NONE 9% LONELY PLANET 4%
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After lockdown ends and you return to the City, what information do you want from One City?
EATING & DRINKING 85%
BARS, PUBS & NIGHTCLUBS 51%
HISTORY 38%
ARTS & CULTURE 57%
EVENTS CALENDAR
55%
SPECIAL OFFERS
PARKS & GARDENS 58%
61%
GYM & WELLBEING 27%
NEWS 38%
NEU 10% TRAL
After visiting the One City platform, how do you feel about visiting the City?
POSITIVE 59% EXTREMELY POSITIVE 45%
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PHOTO TAKEN IN AUGUST 2020 DURING COVID-19 RESTRICTIONS BY FUTURE PLACES STUDIO 20
Stakeholder Roundtable The evolution of the City of London is at the top of the City Corporation’s agenda. Its Cultural Strategy sets out its aims to continue funding its cultural offer, improving infrastructure and placemaking and working directly with local residents, businesses, workers and visitors to achieve these goals. On the question of sustainability, the Corporation recently drafted an ambitious Climate Action Strategy to reduce the area’s carbon emissions and be resilient to a changing climate. When we think. When we think about what recovery in the City will look like, those questions are as pertinent as they have ever been. Given the City’s status as a global capital of commerce, the City Corporation works closely with businesses to achieve its vision for the future, whether in reducing carbon emissions or supporting partnerships between cultural and business sectors. 21
In August 2020 we held a roundtable discussion with City businesses, cultural representatives and representatives from the real estate sector to discuss both the impact of Covid-19 on the City and how the City can bounce back. Stakeholders were conscious of how quiet the City was following the easing of restrictions in July 2020, with many offices feeling empty and no clear end in sight. Stakeholders discussed the potential need for the real estate sector to adjust and rethink the use of space depending on the longer term implications caused by Covid-19. This, however, can be seen as an opportunity for better use of outdoor spaces, plazas and outdoor dining, presenting an opportunity to change the perception of the City and what it offers to people.
A series of focus areas emerged from our stakeholder roundtable:
Get outside Use outdoor space more effectively. Continue to create pedestrian friendly streets to encourage restaurants to create alfresco dining spots. Create spaces and places for people to dwell.
Embrace the night 89% of One City users selected eating and drinking as their favourite thing to do in the City. Growth of the night time economy in the City is an economic opportunity.
Embrace digital The speed of digital transformation will accelerate due to Covid-19 and the City of London needs to embrace this change.
Health and well-being Create and improve the infrastructure and public realm to improve the experience of people walking through the Square Mile.
Pivot Mould the City of London into a more vibrant, greener and safer place than it was when the world came to a halt.
Be flexible The City will need to become even more flexible as it considers how it uses space in the future.
Be nimble The workplace will change post Covid and the City and its developers should be at the forefront of that change.
Support businesses Provide support to the retail, hospitality and cultural sectors to help maintain these businesses for when workers and visitors return in greater numbers. 22
Business Interviews Just as the City must evolve, the One City platform must also. With this in mind we conducted a series of interviews with businesses based in the City. Those businesses covered the retail, hospitality, leisure and entertainment sectors. Many of the businesses interviewed said that during lockdown they have introduced a digital offering to their business model. These includeed offering services online, introducing home delivery services and creating richer online content such as tutorials. Even as venues re-open and people return to the City, these businesses plan to maintain their growing online presence. On the ground, businesses have pivoted to cater to a new audience of consumers. As numbers of workers has been lower than usual, some of the businesses we interviewed said they are working hard to attract residents from the City and neighbouring boroughs, as well as visitors from a wider area. 23
Using the insight gathered from our survey with One City users, our stakeholder roundtable and our business interviews, our research makes the following recommendations to the One City platform.
Instagram. Continue key focus on Instagram, the platform of choice for One City users, for the future growth of the project.
Eating and drinking. Inform the platform’s growing digital following of City’s retail and hospitality businesses, so they stay relevant for when people return.
Curation. Provide curated information and advice based on different districts within the City.
Partnerships. Provide a platform for collective collaboration with stakeholders across the City. Partnership working is key to supporting the City’s businesses and worker eco-systems.
Insight. Use insight generated from the platform to help businesses understand how the City is used and the preferences of workers and visitors.
Digital community. As City based brands introduce a digital offer consider the role of the One City platform in supporting this. Consider One City as more than a marketing platform and instead the digital embodiment of the City.
Beyond bricks and mortar. As more City businesses develop an offer beyond the current bricks and mortar offer, One City has an important role in helping promote that offer to One City users. PHOTO BY ONE CITY
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Examples of One City content
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