How can business parks become vibrant, community-driven ecosystems that prioritise employee experience and local engagement? Emma Henson, Place Marketing Manager at Activate Placemaking, explores the extra dimensions that can boost business parks from bland to brilliant.
It’s all about creating added services that make people’s life at work easier, along with a dash of community engagement to make people feel at home.
Take Birmingham Business Park, where this philosophy comes to life through a comprehensive approach to occupier experience. With a recent survey targeting the employees that work there, the park gathered 150 responses that provide deep insights into what modern workers truly want – to enable Activate to deliver the kind of events and services would make their work life better.
The numbers tell a promising story
More than 80% of respondents attended at least one event or activity last year, highlighting a clear demand for connection and engagement. One of the most requested additions? More live entertainment.
Timing also played a key role – Thursdays between 12pm and 2pm emerged as the prime window for events.
But it’s not just about fun and games. Occupiers expressed a strong interest in giving back, with many asking for more charity events and community-focused initiatives. In response, Birmingham Business Park is launching its first-ever Social Value Committee. The committee will meet quarterly to drive initiatives that benefit the community, environment, and workplace.
Additionally, based on the survey feedback, the Park has committed to making surroundings more user-friendly, by introducing clearer signage to make it easier for visitors and employees to navigate the space. BBP is also adding more seating areas across the park, providing places to relax and recharge. There will also be additional seating and gazebos to enhance comfort during outdoor events, creating a more enjoyable experience for all.
Making the workplace part of the local community
Business parks are increasingly opening events up to wider local communities, creating inclusive spaces that benefit both occupants and neighbourhood residents.
Croxley Park offers a blueprint for innovative workplace community building. The management team has crafted a dynamic events calendar that includes 12 large annual events and monthly smaller gatherings. With something different in the calendar every month, whether that it’s a workshop or just a few drinks or a variety of food trucks, to get people out of the office and socialising every week.
The innovative approach includes unexpected amenities that transform workplace experience. On-site services have become a game-changer, with examples like mobile barber units that are full all day, and convenient delivery options for pharmacist subscriptions. It’s all about providing the added service that employees no longer need to venture offsite for.
The strategy recognises a critical shift in workplace expectations. The goal is consistent engagement that makes the workplace feel like part of the community rather than just a location. This approach is particularly crucial in a post-pandemic workplace landscape, where employees have increased expectations about work environments.
At Croxley Park, whether it’s a big bash like the Croxchella Festival or firework display, or even the Christmas event, Activate publicises events widely so that parents in the local area might bring their children.
People-first business parks are a compelling value proposition
For investors, this people-first, community-first approach represents a compelling value proposition. Birmingham Business Park’s increasing community engagement, and Croxley Park’s consistent event programming demonstrate a growing appetite for more meaningful workplace experiences. By creating spaces that actively support employee wellbeing and local community integration, business parks can command premium rates and maintain high occupancy levels.
Data supports this approach, with increasing return-to-office rates suggesting that thoughtful amenities and community programming can successfully entice employees back to physical workspaces.
As business parks continue to evolve, the most successful will be those that understand a fundamental truth: workplaces are no longer just locations, but living, breathing communities that require nurturing, creativity – and a genuine commitment to human experience.
Croxley Park celebrated summer 2024 with its festival event – Croxchella – delivered by the Activate team, which manages the park’s events programme, focusing on 12 large events per year, working closely with the on-site team to develop concepts and oversee the delivery of each event.
Croxchella saw employees, their friends and family, and the local community, get together in a celebration of summer. The mini-festival took place on 31st July, when for one big day, Croxley Park was transported to the Colorado Desert (home of the Coachella festival) for a festival-packed experience of music, dancing, eating, and socialising.
Open to all, the event featured a giant Ferris wheel, glitter and airbrush artists, hair braiders, body marbling, live entertainment & DJs on the main stage, a silent disco, food trucks, an Aperol Spritz Bar, festival giveaways and so much more.
Emma Henson, Activate’s Place Marketing Manager, said:
“As our largest workplace engagement initiative yet, we’re excited to see Croxley Park buzzing with even more energy and joy. Our commitment to bringing workplaces to life continues to grow, with Croxchella being a shining example of how we create memorable experiences for communities.”
Croxley Park’s Croxchella event
See Activate’s summer 2024 season showreel here:
To find out more, contact us here.
What a summer it’s been! Our team has been hard at work delivering unique and engaging events that inspire, excite, and unite communities across multiple destinations. From interactive installations to themed festivals, every experience we create is designed to drive footfall, increase dwell time, and foster lasting connections within the heart of each location.
At Activate, we specialise in transforming everyday spaces into immersive environments where people gather, explore, and enjoy. Our events are designed to make every moment memorable, and this summer was no exception.
Highlights from Activate’s summer 2024
A kaleidoscope of butterflies at St Christopher’s Place
Discover how we brought a dazzling, vibrant butterfly installation to St Christopher’s Place, captivating visitors and creating a colourful, Instagram-worthy experience.
Moretown’s summer social
From live music to food pop-ups, Moretown’s summer social turned an ordinary destination into the ultimate summer gathering spot, filled with energy and fun.
Croxchella: Croxley Park’s summer festival
We brought the festival vibes to Croxley Park with Croxchella—an unforgettable day of live music, street food, and family-friendly activities.
- Amy Young appointed in newly created role of Senior Account Manager
- Martha Parry and Hannah Baldwin-Quirk appointed as Marketing Assistants.
- Placemaking on the rise as Activate picks up a range of new retail, leisure, and commercial instructions.
- Activate now delivers Destination Marketing at more than 30 properties.
Specialists in Placemaking and Destination Marketing, Activate welcomes Amy Young in the newly created role of Senior Account Manager, along with Martha Parry and Hannah Baldwin-Quirk as Marketing Assistants.
Having worked in the retail sector for ten years, within marketing agencies including ICG, Amy’s experience includes account management of shopping centres and outlet scheme clients across the UK.
In her new role, Amy will create partnerships with on-site teams that enhance the offering and showcase the multi-channel Activate approach, while taking the opportunity to grow Activate’s services and team.
Martha brings experience as a social media community and influencer officer, for Transport for Greater Manchester, where she focused on community management, as well as building and maintaining influencer relationships. She is looking forward to applying her expertise in building and managing communities, whether online or IRL, to the benefit of Workman’s Activate clients.
Hannah is an experienced social and digital marketer, having managed multiple social media channels for firms including CKE Law, consistently ensuring brand voice, profile, engagement, and consistency.
Rapid growth for Activate.
The past year has seen Workman’s Activate team grow rapidly. The team is now engaging with occupiers at workplace and retail communities to drive footfall across more than 5m sq. ft of offices, business parks, and retail and leisure schemes across the country, including recent new instructions: Croxley park, Watford and St Pancras Campus.
Now celebrating its fifth anniversary since launch in 2019, the growing Activate team manages client marketing and placemaking budgets in excess of £1.4m. The team produces and publishes more than 4,000 pieces of social content every month, with average organic social media growth up by more than 50% year-on-year so far in 2024.
Emma Henson, Place Marketing Manager at Activate, said: “Our new team members join Activate at an exciting time for us, and will help drive the service on its rapid growth trajectory, supporting our clients as they look to provide valued places for people. In today’s market, where office and retail destinations must not only compete against one another, but also against homes and the screen in everyone’s pocket, I believe that places have a crucial role to play in building community, engaging occupiers, and delivering social value.”
Andrew Sparrow, Director of Placemaking at Activate, said: “We are aiming for our office instructions to achieve asset management objectives around increasing occupier satisfaction and retention levels. There is a competitive market in terms of where businesses now choose to take space, so occupiers will question the added value of each site, and what they and their employees stand to gain from it in terms of community, sustainability, and wellbeing.”
A kaleidoscope of iridescent butterflies has fluttered into St Christopher’s Place, just in time for Pride and the Paris 2024 Olympics…
With our Activate Placemaking team putting the iconic destination front and centre of so many summer shopping lists, the butterfly installation added a rainbow shimmer to the boutique retail haven, making it a perfect stop-off for selfies and social media sharing opportunities.
Our Activate team are constantly striving to put retail destinations at the heart of their communities, while also attracting engagement from all quarters.
No Glasto? No problem. At Croxley Park, Croxchella is coming to save the day.
Croxley Park’s Croxchella Festival event has been devised by the Activate team, which manages the Park’s events programme, focusing on 12 large events per year, working closely with the on-site team to develop concepts and oversee the delivery of each event.
Croxchella is designed to help employees, their friends and family, and the local community, get together in a celebration of summer. The mini-festival will take place on 31st July, when for one big day, Croxley Park will be transported to the Colorado Desert (home of the Coachella festival) for a festival-packed experience of music, dancing, eating, and chilling.
Open to all, the event will feature a giant Ferris wheel, glitz and glam in the form of glitter artists, airbrush artists, hair braiders, body marbling, live entertainment & DJs on the main stage, a silent disco, food trucks, Aperol Spritz Bar, giant festival flags and dressing, festival giveaways and so much more.
As guests flood into the festival field, giant colourful C-R-O-X-C-H-E-L-L-A letters will set the stage for this show-stopping and social-snapping festival, providing an Insta-worthy selfie-opportunity.
Giant 6m high silk flags will fly high above the bustling crowds and entertainment, creating a rainbow of colours and drawing attention from far away, helping revellers find their way to the festival grounds.
Our Emma Henson, Activate’s Place Marketing Manager, said:
“As our largest workplace engagement initiative yet, we’re excited to see Croxley Park buzzing with even more energy and joy. Our commitment to bringing workplaces to life continues to grow, with Croxchella being a shining example of how we create memorable experiences for communities.”
(more…)Moretown’s 2024 Summer Social was a huge hit!
The event was held as part of the Activate team’s placemaking programme at the central London scheme, which is managed by our Welcome Offices Property Management team.
Occupiers at the site were invited to enjoy a slam dunk, funfair games, food trucks, and pop-up bar, all designed to encourage people to socialise.
Find out more about Activate’s Placemaking & Destination Marketing in workplaces and retail spaces here.
Our Activate Placemaking team supported the annual Port Solent Comic Con in June. The event was a massive hit, with more than 13,000 fans arriving for a day of character-inspired fun, putting the Portsmouth Harbour retail park at the heart of its community.
For one day only, Port Solent retail park was transformed into a haven for pop-culture enthusiasts, offering an array of attractions that delighted attendees of all ages. Highlights included the Jurassic Park Zone, where visitors came face-to-face with prehistoric giants, and the chance to meet Jedi Masters showcasing their lightsabre skills.
The Joker Squad added a hint of chaos to the event, while fans were thrilled to step inside the iconic DeLorean. Meanwhile, the ever-vigilant Ghostbusters not only safeguarded the convention from otherworldly dangers, but also raised more than £2,000 for Cancer Research UK.
Our Activate Placemaking team invited occupiers at the Quadrangle to an unforgettable Summer Social event last month – it was an evening of fun, food, laughter, and connection.
Activate is increasingly applying its enlivenment skills to workplaces, from large business parks such as Croxley Park, to central-London multi-occupier commercial spaces such as Moretown and Smithson Plaza, to smaller more boutique office developments including the Round Foundry in Leeds, and The Spark in Newcastle.
A core Activate principle is to create a joined-up approach with the onsite team, increasing quality and efficiency, both of planning and at the point of delivery.
With the sparkle season upon us, St Christopher’s Place has undergone a magical transformation into St “Christmas” Place – organised with the oversight of the Activate team – with retailers joining in the festive fun.
A chic corner of London, just off busy Oxford Street, St Christopher’s Place is filled with artisans and heritage brands. More than 80% of the scheme’s retail and leisure occupiers are collaborating with the scheme’s festive destination marketing campaign.
From special seasonal menu items at Hoppers and Harry’s to Christmas shopping and prizes to be won at the likes of Christy’s, Whistles, and The Body Shop, St Christopher’s Place will also be hosting a series of complimentary live holiday performances.
The timetable includes performances from The Samaritan’s Choir London, The Groove Chorus, The Jazz Dukes and Catie Mayne.
Our James Wall, General Manager at St Christopher’s Place was recently interviewed on BBC Radio London‘s Breakfast Show with Salma Al-Wardany as part of the programme’s Advent Calendar series, spotlighting free things to do and see this season in London.
General Manager,
St Christopher’s Place
In the interview, James said:
“For the second year running at St Christopher’s Place we have launched St Christmas Place. As well as the vibrant light display, we’ve got these amazing coloured disks that pour across the charming streets and then illuminate at night as the light bounces off them.
“To add to that this year, we wanted to really activate the space. So, as well as eating, drinking, coming together and doing some shopping, we’ve put some free activations on for the customers to enjoy, so on a Thursday and Saturday for the past month, we’ve been hosting various live musical performances: a jazz choir, a quartet, and we’ve even had The Groove Chorus, and the wonderful jazz singer Catie Mayne.
“One other thing we’ve done to layer on top of our live performances, is that we’ve brought snow to the whole event. We’ve got two wonderful snow machines and we flood St Christmas Place full of snow, to bring that real magical wow moment, which as you can imagine has gone down really well with everyone.
“Earlier this week, as an added bonus, we were able to invite a group of children from St Vincent’s Catholic Primary School to perform just after school, and it was wonderful to see them with all the parents and loved ones singing away. Again, we were able to create that wow moment for them by just covering them with snow, which they weren’t expecting, so it was really special.”
Listen to the interview here: BBC Radio London – Salma El-Wardany, 14/12/2023
📷: Matt Crossick/PA Wire.