Event day Buzz, year-round.
In light of OPEN’s launch of the new Boxpark Wembley site. This insight report examines the urban development of the north-west London region and the consumers who are based there.
A description of Wembley as a modest suburban sprawl located in Zone 4 which occasionally hosts a football match or two, could not be more wrong.
The £3bn pound injection by redevelopment firm Quintain is making the area one of the most lively, vibrant and well-connected parts of the capital.
Wembley Park is one of the five major areas of the London borough of Brent. Prominent localities within the area are Wembley Stadium, the SSE Arena, the London Designer outlet and the brand new Boxpark. The 12,500 seat SSE Arena opened in 2014 and has recently hosted major shows such as Maroon 5, Ms Lauryn Hill and Noel Gallagher. Whilst the 350,000 sq ft London Designer Outlet houses over 70 stores including Nike, Adidas, Converse, oh..and a 1,800 capacity Cineworld cinema. Over the last 5 years, these destinations have produced 20 million yearly visitors and a consumer spend of +£320m.
The biggest challenge was to convert an area what was always associated with major events which was at other times completely dead, into a place with everyday life and animation…to create a community where people come to work, shop and of course come to be entertained.
Fast forward to 2019 Wembley Park is a 85 acre neighbourhood which brings business, people and experiences together. Now truly rivalling areas such as East London’s ‘Silicon Roundabout’, Wembley Park is home to many independent SME’s particularly in the financial, technological and creative markets. Moreover, the area has over 7,000 new-build homes, as well as the “Yellow” a community hub for the 365 day community.
A crowd bigger than the city of Bath
Nonetheless, Wembley is and will always remain to be the Cathedral of football.
The multitude of international sporting fixtures and year-round high-profile music events makes Wembley a crucial area for brands to capitalise on an ABC1 (68%) audience.
Out of the 90,000 event attendees, over 75% arrive from Wembley Park Tube station and walk down the famous ‘Olympic Way’ – our Boxpark site is the only way to impact the consumer population via full motion digital out of home.
Take a look at the video below, to see just how busy match days can be!
Audience Demographic Profile
Wembley Park has enjoyed an influx of both young and established professionals who are looking to move into an affordable, vibrant and ever developing neighbourhood. The consumer population, who now make up the largest rental community in the UK have an average annual salary of close to £50,000 – 15% above the UK national average. This disposable income is being spent at the growing number of restaurants, leisure facilities and retail outlets in the area.
As aforementioned, the Wembley Park area has a significant proportion of privately rented flats (50%).
These apartments are mostly comprised of two or three people (42%). This suggests that the inhabitants are either new families or young professionals utilising shared accommodation.
Having nine schools within a mile radius of the wembley park area solidifies the notion that Wembley is a community not just a place for occasions.
The people who are located within the neighbourhood are mostly aged 30-44 (31%), degree educated (27%) and are in the ABC1 ACORN profile (68%).
This ACORN grouping identifies that those within the household are likely to work in higher and intermediate managerial, administrative or professional positions. These include IT and communication, education, and retail.
The age, lifestyle and income of these consumers indicate that they are prepared to spend money on after-work leisure activities, weekend breaks away and one-off large scale events.