Trader Information Pack - www.brightonchristmasfestival.com - Brighton Christmas Festival
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Trader Information Pack
www.brightonchristmasfestival.com
01 Introduction
Thank you for your interest in trading at the Brighton Christmas Festival.
Please read this guide (together with the All You Need to Know
information and Terms and Conditions) carefully before completing your
application. We are excited to learn about your business, products or
services and look forward to welcoming you to this year’s event.
E3 Events Limited are thrilled to have been awarded a three-year
licence (2021, 2022 and 2023) by Brighton and Hove City Council to
deliver the first Brighton Christmas Festival on the recently regenerated
Valley Gardens.
The appeal and success of any Christmas festival market depends
significantly on the range, quality, and value for money of goods,
services, and attractions on offer, especially those not typically found
elsewhere or during other seasons. Therefore, we are particularly
interested in and positively encourage applications from traders whose
products are creative, unique, unusual, hand-crafted, locally sourced or
produced, quirky and of high quality.
About E3 Events
02
Founded in Brighton and Hove by David Hill, E3 is now in its twenty-third year
and continues to innovatively expand its services, even in the current pandemic
environment.
The company has a strong legacy in creatively producing, managing and
operationally delivering a diverse portfolio of events in the UK and overseas,
having event-managed many blue-chip conferences and galas in Europe, Asia
and Africa. Nationally and locally, E3 has secured a trusted reputation within
the third sector and now produces some of the most significant fundraising
events in the UK. The company also specialises in delivering large-scale, mass
participation outdoor events, the biggest of which is The Brighton Half
Marathon. E3 is a member of The National Outdoor Events Association.
In 2017, and as part of its five-year plan, E3 embarked on developing its own-
brand events. We launched a gin and food festival brand
(www.sussexginfest.com) and brought the leading family pantomime back into
Brighton & Hove (www.brightonfamilypanto.com).
We evidence the strength of our success in how effectively we have connected
our brands, and our client brands, to customers. We are proven marketers,
attracting large audiences for the events that we produce and deliver. Our in-
house brand agency, mckenzie., supports us with all of our marketing and
design activities (www.mckenziestudio.com).
We passionately believe in giving back and supporting our local community,
and over the last ten years, our small team has raised over £200,000 for local
charities. We are signatories to Brighton and Hove’s Sustainable Event
Commitment, striving to achieve as many of the actions as possible.
www.e3eventsonline.com
03 Festival Overview
Valley Gardens is a recently redeveloped greenspace in the heart
of the city, extending from St. Peter’s Church in the north to Old
Steine in the south. To unlock the community, business, visitor,
and tourism potential of this multi-use space, Brighton & Hove
Themed Zones
The festival will comprise a series of
themed zones. Visitors may progress
from one zone to the next, exploring,
discovering, and experiencing the
City Council nurtured the concept of a Christmas Market and have products, services, features, attractions,
entrusted us to deliver this new and exciting initiative. and entertainment within each.
We are working hard to develop the Christmas Market concept
into a festival, an amazing free to visit festive experience. This
exciting new event has the potential to become a regional
attraction, particularly appealing to families with children. Evidence
from similar successful Christmas attractions throughout the UK
suggests that our five weeks Festival has the potential to attract
up to 500,000 visitors, offering traders a valuable retail
opportunity. Other local businesses will also benefit from the
significant increase in visitors and tourists to the city.
04 Festival Schedule
Set-Up
Traders can access the festival site from
Wednesday 24th November.
Dates
The festival will open on Friday 26th
November and operate each day until and
including Friday 31st December except
for Christmas Day.
Times
The festival license permits opening until
11.00 pm each day, and we will confirm
exact trading times within the next few
weeks. The site will be closed for a short
period each morning to allow traders to
restock and replenish.
05 Supporting Local Business
“Growing the offer for the city at Christmas time has been a long-standing ambition of ours and
the Christmas market will provide opportunities for local suppliers and offer a wonderful winter
attraction for residents and visitors.”
Councillor Martin Osborne, co-chair of the Tourism, Equalities, Communities and Culture Committee.
We will prioritise trade space applications from local businesses. To further support small
businesses, we have included a Start-up Scheme which provides a limited number of flexible-
approach trade spaces for 7-day hire. The Start-Up Scheme encourages new small businesses
to explore, experiment, and experience the sales potential of their product or service over a
shorter and more cost-effective timeline. See trader charges information for further details.
To ensure an appropriate mix of trade throughout the festival, maximising sales for traders and
the inquisitiveness, curiosity and interest of visitors, we will determine the allocation and location
of each trader chalet or open ground space. This will help ensure traders are situated in the most
suitable area, and whose products and services complement the theme of the zone and each
other.
06 Sustainability
E3 Events Limited place a significant focus on ensuring that all our events are sustainable and
minimise the impact on the environment.
We strive to use events to benefit both the environment and the local economy. Indeed, we
have pioneered removing the reliance on single-use plastics, operating generators using
biofuel, and introducing solar and battery power across our events wherever practical.
We are signatories to the Brighton & Hove City Council Sustainable Event Commitments
and constantly work to achieve these goals. Our approach to managing environmental impact
and promoting sustainability will be focused as follows:
• Work closely with contractors, supply chain and other key stakeholders to ensure
sustainability principles become integrated into our event management cycle.
• Reduce the environmental impact of staff and visitor travel by promoting sustainable
transport use and work with contractors to maximise the sustainability of our transport
activities.
• Use energy and natural resources efficiently.
• Reduce total waste produced by minimising consumption, use resources productively,
increase reuse and recycling, and use refurbished recycled products and materials. In
addition, protect the infrastructure of venues.
• Ensure compliance with relevant legislation.07 Covid-19
We constantly monitor regulations, guidelines and advice from national
and local government, continually evaluating the impact on our events
and mitigating the effects to maintain a safe environment for traders and
visitors.
Our Covid-19 Policy is frequently updated and published on our
website. In November we will send all traders our current Covid-19
Policy and we will require all traders to submit their own Covid-19 risk
assessment.
www.brightonchristmasfestival.com/covid1908 The Marketing Plan
We have allocated a significant marketing budget to promote the
event. While we’ve planned a wide range of marketing activities,
our focus will be on digital and social media platforms. We’re also
putting together a comprehensive sponsorship package, and we
already have interest from several potential brand partners.
We have agreed a partnership with VisitBrighton and they are fully
onboard to help us promote and advertise this event.
Our traders and event partners are vital to the success of our
marketing activities, and we hope that you will become invested in
our marketing plan. Please spread the word, primarily through
social media, and work with us in promoting the festival, your
participation, and your business.
If you do join us this Christmas, we will be sharing all of our
marketing plans and activities with you.09 Our Service to You
The festival will comprise a series of themed zones. Visitors may
progress from one zone to the next, exploring, discovering, and
experiencing the products, services, features, attractions, and
entertainment within each. Further information about the zones is
available on the festival website.
Chalet Specifications
Chalets are provided with a hatch to the front and access door to the rear
and come in two sizes (3m x 3m and 6m x 3m). Each chalet will contain
the following features included within the standard chalet hire costs:
• Internal LED strip light
• External apex sign with business name and brand logo
• External LED festoon light
• External festive garland decoration
optional extras
• Electric Sockets (13A & 16A)
• Water supply to individual Trader Chalets or Open Ground Space
• Counters (wooden/stainless steel)
• Shelving
• Furniture
• Signage
• Festive décor (garlands, lighting etc)
All available at additional cost. Pease contact us for details. We also have
limited open ground trade space available. Please contact us for further
information, specifications, and charges.Chalet Specifications
10 Trade categories and charges Important
Local businesses will receive a
The following table outlines trader chalet dimensions within each 10% discount.
permitted product and service category. If you cannot determine the Within the area covered by Brighton & Hove
appropriate category for your business, please contact us for advice. City Council, businesses and traders will
receive an exclusive 10% discount on trader
chalet hire fees. Submit your application by the
We are actively seeking traders who wish to participate for the entire 1st of October to qualify. Please note that this
duration of the festival, and we will prioritise these applications. discount only applies to the chalet hire fees
Therefore, the prices shown below are for the whole festival period and will not be applied to optional extras.
except for our Start-up and Charity Scheme. Optional extra fixtures, decorations, furniture,
and power options are available at additional
We will consider applications for the period commencing Friday 26th cost. We will provide further information to
successful applicants in due course.
November until Friday 24th December on an individual basis.
All prices are exclusive of VAT.
Trader Chalet Options Alcoholic Beverages Food & Beverages Confectionary
3m x 3m 6m x 3m 3m x 3m 6m x 3m 3m x 3m 6m x 3m
3m x 3m = 9m2 6m x 3m = 18m2 35 days @ £250 per day 35 days @ £390 per day 35 days @ £225 per day 35 days @ £360 per day 35 days @ £190 per day 35 days @ £305 per day
(3m x 2,4m internal space) (6m x 2.4m internal space) £8750.00 + VAT £13,650.00 + VAT £7,875.00 + VAT £12,600.00 + VAT £6,650.00 + VAT £10,675.00 + VAT
Non-Food & Beverage General Arts & Crafts Start-up Scheme Charity Scheme
3m x 3m 3m x 3m
3m x 3m 6m x 3m 3m x 3m
7 days @ £trade category We have a limited number of Start- 7 consecutive days @ £70 We have a limited number of Charity
35 days @ £150 per day 35 days @ £240 per day 35 days @ £115 per day We only have 3m x 3m chalets up Chalets available, and these will Chalets available, and these will be
hire minus discount per day
available for this product category. be allocated on a first come, first allocated on a first come, first
served basis. served basis.
£5,250.00 + VAT £8,400.00 + VAT £4,025.00 + VAT 10% discount £490.00 + VAT11 trader bond and Payment Options
By applying for a trader chalet, you agree to our payment terms and schedule. Failure to pay
within the terms and schedule may result in the offer of trader space being withdrawn.
All traders are required to pay a chalet trader bond of £500. This is refundable subject to
trader compliance with the Terms & Conditions. See Trader Terms & Conditions for further
information. Trader chalets are limited and expected to be in high demand.
Chalets will only be reserved once the trader bond and trader chalet fee (see options below)
have been received into the E3 Events Limited account as cleared funds.
Following acceptance of your application, we offer three flexible payment options:
Option 1.
Trader bond (£500) + 100% trader chalet fee within seven days of invoice
Option 2.
Trader bond (£500) + 50% trader chalet fee within seven days of invoice
Balance to be paid no later than 1st November 2021
Subject to availability, traders applying on or after 1st October and whose application is successful will receive a
confirmation by email together with an invoice for the trader bond plus 100% of the trade chalet fee, payable within seven
days.12 TRADER PARTNERSHIP
For the benefit of our food and beverage traders we have negotiated
exclusive discounts with trusted partners for the supply of soft drinks,
mixers, and mineral water. Stocks will be conveniently available onsite
throughout the festival.
Please note it is a condition of participation that our partner soft drinks,
mixers and mineral water are festival exclusive.
No non-partner brands will be permitted for sale at the festival.13 Website Listing
A list of participating traders, including a brief description of your
products and services, will be published on the festival website at
www.brightonchristmasfestival.com
Therefore, it’s important that you provide as much accurate information
as possible within your application.14 Additional Information
Catering traders are required to attach a copy of their current
Local Authority Registration, Food Hygiene Certificate and rating
with their application. Non-Brighton & Hove City Council (BHCC)
registered businesses are required to register with BHCC in
addition to existing registration with their local authority.
All traders must provide evidence of Public Liability Insurance (PLI)
with a minimum indemnity of £5 million with their application.
Where your current policy expires before 31st December 2021,
please advise renewal date and provide evidence once available.15 Terms & Conditions
Further information is available in the Traders All You Need to
Know and Trader Terms & Conditions pages of the festival
website. We strongly recommend that you read this information
carefully before submitting your application.
By submitting your application to trade at the Brighton Christmas
Festival 2021 you agree to accept and fully comply with the Terms
& Conditions.
www.brightonchristmasfestival.com/trading16 What Happens Next
If you have any questions or need further information please contact our Trader Liaison
Manager (traders@brightonchristmasfestival.com)
If you wish to join us at the Brighton Christmas Festival 2021, please complete the Trader
Application Form, scan and send it back to the email address above. We already have a waiting
list of traders for this event so we advise that you submit your application as soon as possible.
Applications will be considered on an individual basis. Successful applicants will be advised by
email.
If your application is successful we will send you an invoice. All invoices must be paid within 7
days of receipt to secure your trade space.
We look forward to welcoming you to the Brighton Christmas Festival 2021.www.brightonchristmasfestival.com
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