Appendix 1 Country Show 2019 – Evaluation

1. Introduction

The Lambeth Country Show has been taking place annually in Brockwell Park for 45 years (since 1974). Funded and produced by the Council, it is the largest free family park festival in . The total event footprint capacity is calculated at 104,437 people. Infrastructure and management plans are put in place to accommodate a capacity of 63,000 people at any one time, making it one of the largest free events in the country.

The Council has committed to delivering a safe, sustainable and accessible to all Lambeth Country Show through its Events Strategy. It is the borough’s flagship event and is aligned with the council’s ambitions and priorities, particularly sustainability, health and wellbeing, community cohesion and partnership.

2. Summary

Over the weekend (20/21 July) the event attracted 117,389 visitors (with approximately 46% from Lambeth). The data recorded at the gates showed the number of visitors to the event as 31,696 on Saturday and 85,693 on Sunday. Numbers fluctuate through the day, so the maximum capacity of 63,000 at any given time was never exceeded. The lower numbers on Saturday were due to a poor weather forecast, however the only rain was at show opening time, otherwise both days were hot and sunny.

Following health and safety assessments through crowd dynamics, as well as councillor and visitor feedback from the 2018 Show, the site layout was adjusted back to a footprint similar to that of 2017 and previous years. The Village Green was placed back in the centre of the show site and the Main Stage returned to its former position next to . We added two more public entrances for visitors to enter through – making four entrances in total. There was also an additional accessible entrance located by the clock tower, next to the accessible car park; and a range of other minor enhancements and changes.

There were no major issues of concern, with only one arrest within the Show footprint (for possession of a fake handgun); and a small overnight fire in one of the trading units, caused by a faulty fridge. One trader told us that they suffered a major theft of cash, which was highly regrettable, however they had not followed advice provided to traders. There was none of the controversy seen in the media in 2018 over the perimeter fence. As a positive reflection on the way the event is managed the Police and Ambulance Service have expressed a desire to reduce their presence within the control room from 2020, although neither agency is looking to reduce frontline resources which support the Show. One individual entered the show with a live snake around his neck, which generated some concern. He was identified and asked to leave.

The cost of producing the Show was £1,038,000. A total of £395,000 income was generated from traders, exhibitors, sponsors and donations, an increase of £24,000 on 2018. The net cost to the Council was £643,000, compared to a net cost in 2018 of £600,000. Recommendations for changes to the 2020 Show are: re-design layout of Farm area to reduce congestion; create robust plans for rapid movement of injured visitors from Farm to main medical area; reduce number of entry lanes; allowing an extra day for build time; explore the greater use of digital technology to improve the visitor experience.

3. Financial Assessment

The cost of producing the Lambeth Country Show in 2019 was £1,038,000 and although the events team worked hard to generate £395,000 of income from traders, exhibitors, sponsors and donations, the net cost to the Council was £643,000. A summary of the budget will be published on the event website later this year.

Table 1: LCS budget comparison and 2020/21 forecasts

2018 2019 2020 2021 Actual Actual Forecast Forecast

Income (£000) 371 395 407 419 Expenditure (£000) 971 1,038 1,059 1,080 Net cost to the Council (£000) 600 643 652 661

4. Trader and Exhibitor Assessment

The trader and exhibitor application process is managed by an in-house temporary Event Concessions Manager. Applications are managed digitally using an online festival management system called Eventree. The applications were opened to the public on the first week of January and closed on the last week of February, allowing seven working weeks for existing traders, new customers and local residents and businesses to apply for a stall or space at the show. Concession management has to proceed at this time of the year in order to secure pitches for applicants in a competitive festival market.

There was space for approximately 250 traders and exhibitors within the event footprint, but this depends on how large the pitch requests are. This year we accepted 236 applications with a total of 95 rejections. These were for a variety of reasons including poor standards, insufficient documentation and lack of space available for specific categories.

Trader Feedback A trader feedback questionnaire was sent to all traders and exhibitors post show. A total of 46 traders provided feedback on the event. Please see Annex 3 for the responses and more information on traders.

5. Visitor Survey / Demographics

A total of 535 responses to the 2019 Visitor Survey were received, both online (post event) and offline taken at the event. The text and questions of this survey are identical to previous years to allow tracking of attitudes over time. Comparable data from 2018 is included in the overview below. The full survey results can be found in Annex 4. Although these data provide useful feedback they only represent 0.5% of total visitors to the show. Some key results were:

 53% of respondents were non-Lambeth residents (compared to 28% in 2018)  85% of respondents classed their experience as Good or Very Good (up from 49% in 2018)

6. Complaints, Compliments, MEs & FOIs

Table 5: An overview of the numbers received from 2017 to 2019. There are no recorded data by the events team on MEs and FOIs from 2017, but there was a low number of each following the 2017 event (mainly requests for budgets and council meeting minutes).

2017 2018 2019 Complaints 1 48 4 Compliments 0 2 4 MEs no data 6 1 FOIs no data 6 0

Reasons for complaints in 2019:  1 x trader pitch fees  1 x terms & conditions of entry  1 x parking in local area  1 x noise.

7. Press (National and Local, Print and Online)

A full list of media coverage is available in Annex 5.

8. Licensing Operational Safety Planning Group & SAG

8.1 Metropolitan Police Service:  Quiet event for with only 3 arrests o One with imitation fire gun, one with possession of drugs outside of event and another had an outstanding warrant for arrest o Significantly lower than previous years (8 arrests in 2018 and 19 arrests in 2017)  Search regime worked well at entrances. Credit to the security team  Main funfair and adult rides area gone, which is now proven to work well  Second year officers were not directly deployed within the event footprint  Police command is looking to reduce officer resources in the event next year as a positive reflection on the nature of the event now, but still have same amount of officers available in the vicinity for any incidents that may arise  Need to review ongoing funding of the CCTV as it is a big cost for the Police to provide for the Council.

8.2 London Ambulance Service / NHS:  Happy the event had no significant impact on NHS services at local hospitals  Impressed with onsite care / A&E provisions in place  No impact on LAS services  May look at possibility of reducing resources within the Event Control Room as the management of the event has demonstrated there is no need for this.

8.3 London Fire Brigade:  Fire was reported by public on Friday night. Issues with our crews arriving and security were unaware of the fire. Needs a more robust night time comms plan in place for night staff  Crew – support was good. 40 minutes from public call in to fire being put out  The cause of the fire was electrical and a faulty fridge. Nobody was injured and fire put out very quickly. No significant damage other than the food truck itself. This reiterates the importance of fire breaks between traders which is implemented at the event with all traders and exhibitors  There are robust procedures on operational hours, but they would like organisers to look at overnight procedures to mitigate issues like this in future  Fire engine outreach team worked well. Would like to get involved again next year.

8.4 Event Medical Provider:  157 casualties over the two days. No transportation of anyone to hospital. This is down from 168 casualties and 8 transfers in 2018  There were low alcohol related issues and none reported from anti-social behaviour, which is a positive note following the ban of alcohol being brought in to the site  A number of people required advanced treatments for pre-existing conditions. The medical provider was mostly running a primary care related clinic throughout the weekend. The following actions need to be considered going forward: o Further analysis and consultation with the 2019 medical provider on categories of presentation will be sought. o Preliminary consultation with NHS England, Clinical Commissioning Groups, LBL Public Health and London Ambulance Service on agreed protocols and service delivery to mitigate non-event-related activity for the 2020 event. o Support on the Public Health Communications Strategy from our health care colleagues on appropriate sign posting. o Cross reference of Joint Strategic Needs Assessment objectives and the role of the Country Show in assisting the delivery of these. o Review of Responsible Commissioner/s for funding this provision: with existing model proven to deflect A&E attendances and GP out of hour’s services.  Need to think of a more robust and rapid plan to move potential patients from The Farm area to Main Medical centre in case of any serious incidents in that area in future due to crowd density.  Review of recording data sets of attendance of patients across the weekend.  Medical Team enjoyed it and were not overwhelmed with their activity.

8.5 Safety Advisory Group members:  Overall feedback has been to recommend the same planning approach for next year in terms of security, site design and layout. Happy with the continued level of provisions such as toilets, medical and water  Emergency plans were not activated, so no issues.

9. Community Safety Feedback

The main focus for our Public Protection officers was the immediate area outside the park along Norwood Road, Effra Road and Dulwich Road including all side streets. The role for the officers was to identify unlicensed street traders, the setting up of unauthorised BBQs on public highways and people selling unauthorised or fake products inside the park. Anyone identified was to be given fixed penalty notices, including the unlicensed ice cream vans.

Generally the weekend was pretty quiet with isolated areas of busking in the perimeter just off Water Lane. Cooperative partnership working with Southwark enforcement team also helped along with enhanced leafleting.

There was no youth related violence or anti-social behaviour at the event again this year compared to 2017 (which saw large groups of people fighting with police and security in and around the funfair area, resulting in police officer and security injuries). The positioning of the event on the 3rd weekend of July helps to mitigate any anti-social behaviour issues due to the schools only just breaking up for the summer holidays.

10. Ecology Assessment

The footprint used by the Lambeth Country Show is, with the exception of one small area, of low ecological sensitivity as assessed by an external consultant in 2018. The area that has moderate sensitivity is the Copse and this is taken into account in the planning and delivery of the event. EventLambeth Productions liaise with colleagues from the Parks service throughout the planning of the event. Following the issues that arose in 2018 and 2019 with Oak Processionary Moth, we will continue working with the Parks service and look to schedule in key meetings and dates to understand any changes to the park ecology that need to be acted on in the delivery of the event in 2020.

11. Sustainability

The Show is a real opportunity to model sustainable behaviour and engage with the community on how we can reduce the resources that we use and why this is important to Lambeth, to London and the planet.

In 2015, we committed to being as environmentally sustainable as possible and set out policies and an action plan to help us reduce the carbon footprint of the show. We have been assessed against Julie’s Bicycle Creative Industry Green criteria based on emissions data and evidence submitted, comparing the 2015 and 2014 shows, and received 3 stars (the highest possible!) in recognition of our efforts to embed environmental sustainability into our operations and activities. We are the highest certified public event in the UK for our policies and efforts on reducing our impact on the environment.

Our measurements for energy, water and waste will help us to set future targets and highlight areas for improvement. The goal is to create a benchmark, not only for future Country Shows, but all other Lambeth Council events. This information will be available to staff and the public via our website.

11.1 An overview of the show’s commitments:

 Environmental Policy and Sustainability Action Plan in place  A clear strategy to help us reduce waste and increase recycling  Many environmental initiatives and organisations onsite at the show  Use Julie’s Bicycle Industry Green tools to help us measure our carbon footprint  Promote and incentivise sustainable travel  Committed to tackling energy use and reducing our fuel consumption  Introduced solar and hybrid power and plan on expanding this further  Introduced reusable cups at all of our bars in 2016  Banned the sale of single use plastics on site in 2017  Banned the use of plastic serveware and packaging in 2017  Follow the Council’s sustainable procurement policy  Run a Food Trader Award since 2015 that promotes sustainability in the catering industry  Minimum food standards have been introduced for all traders (e.g. Fairtrade / Free- range / Red Tractor)  Food waste is reduced using volunteers by Olio (the food sharing revolution)  We are signed up to Powerful Thinking’s Festival Vision: 2025 Pledge, which is a shared festival industry pledge to reduce annual GHG emissions by 2025.

11.2 Food

Working with Lambeth Food Partnership – Brixton’s first food waste social enterprise, we trialled a new way of collecting food waste post show in 2019. Food traders were encouraged to sign up to Olio and then post whatever food they had going to waste at the end of the event.

40 ‘food waste heroes’ then collected the food and distributed it to food banks and people in need around the borough – food cooked and prepared during the event that was unsold.

 347 portions of food were collected from caterers on Sunday night  A total of 69kg of food was saved in total over the course of the weekend  84% of this collected food was passed on to people in need  The amount of food saved amounts to 297kg of CO2 being diverted.

Due to the success of this year’s operation, we will be enforcing the mandatory sign up of food traders to Olio for 2020. This will be part of the application process, so traders are aware of what is expected from them.

2019 Food Trader Key facts:  All traders are now using compostable plates, cutlery and cups  All traders use Fairtrade tea/coffee/sugar  More than 75% of traders use seasonal and local ingredients  Traders are not accepted unless they agree to use fish from Marine Stewardship Council (MSC) approved sources, where applicable  Traders are not accepted unless they agree to use Red Tractor assured produce, where applicable  All traders have a healthy option on their menu  All traders must offer an adult meal option for no more than £6 and a child meal option for no more than £4  All traders have a waste management strategy  All traders have some form of environmental policy.

11.3 Energy

Table 6: Generator fuel usage since 2014.

2014 2015 2016 2017 2018 2019 No. of generators 23 25 20 23 27 21 Diesel (Litres) 7,510 8,380 9,347 9,676 10,900 8,810 Bio Fuel (Litres) 0 0 0 0 0 922 % +/- Diesel 11.6% 11.5% 3.5% 12.6% -19.2% Litres per audience per day 0.13 0.14 0.15 0.17 0.22 0.14

In 2015 we introduced a “no personal generator” policy on site for all traders and exhibitors. This has allowed us to accurately monitor the amount of diesel that is used to power the festival – from traders to stages to lighting and more. The increase in diesel usage from 2014 is down to an increase in the number of traders. Other factors that have led to an increase in fuel usage and number of generators since 2015 have been due to the event growing in size.

In 2019 we introduced hybrid generators for the first time to help us reduce diesel usage and

CO2 emissions, as well as reducing noise levels – especially through the night. We also introduced solar power to the Eco Village and this area is now 100% powered by solar. This is something we are committed to rolling out in other zones in the future. Due to a robust power management plan, we were able to reduce our overall diesel usage by nearly 20%.

The bio fuel that we use is Green D+, which is a high performance Hydrogenated Vegetable Oil (HVO). This helps us reduce our carbon emissions, nitrogen oxides and particulates. In

2019 we were able to reduce our CO2 emissions by over 2.5 tonnes by using 922 litres of bio fuel instead of regular diesel.

As part of our commitment to the national The Festival Vision: 2025 Pledge, we are aiming to make a reduction of 50% (or more) on our diesel consumption from 2018 to 2025. This is one of the targets within The Show Must Go On, an environmental impact report and vision for the UK festival industry written by the industry think-do tank Powerful Thinking. It is felt to be a realistic target for the industry as a whole to achieve by 2025.

11.4 Reusable cups

To cut down on the use of not just single use plastics, but single use cups at the show, we introduced our reusable cup policy on all bars and soft drinks traders in 2016. Visitors pay a £2 deposit on top of their first drink. You can either keep using the same cup throughout the day or change it for a new one. We have various cup return points on site where visitors can either claim back their £2 or exchange it for a Lambeth Country Show branded cup as a souvenir. This year a total of 509.6kg of waste was saved by using the reusable cup system.

11.5 Single use plastics

The sale and serving of the following is banned at the show:

 Plastic bottles  Plastic drinking straws  Plastic bags  Plastic tea / coffee stirrers  Plastic clothing tags  Plastic condiment sachets  Plastic milk pots, sticks & jiggers.

We aim to recycle and compost as much as possible. Serveware is generally not easily recyclable due to being covered in food stuff, therefore the best approach is to ensure it is compostable with the food.

All serveware including cutlery, plates, meal boxes etc. must be ‘compostable’. It is essential that all traders use the correct serveware as small percentages of contamination can lead to large amounts of waste going to energy from waste rather than being composted. All serveware is checked by our sustainability team onsite before permission is granted to open.

11.6 Water

There were 10 free water points across the show site where visitors could refill. For visitors who did not have a refillable bottle, cans of water were available from food traders and bars across site at a flat rate of £1 per 330ml can.

This year we teamed up with CanO Water who were the sole supplier of canned water to the Lambeth Country Show 2019. Aluminium cans have the highest recycling rate of any drink on the market, far higher than glass or plastic and so represents the most ecological way to address the issue of single use plastics on site for us, which has historically been plastic bottles. The sale of any other branded water on site is not permitted.

11.7 Waste

Having over 100,000 people in the same place during one weekend is always going to produce a significant amount of waste. In fact, in 2019 there was a total of 24.9 tonnes of it produced at the show. That's the equivalent of more than two new Routemaster Double Decker Buses or five fully grown African Elephants. Kerbside recycling figures for households across the UK is generally around 30 to 33%. The show's recycling rates over the past four years have been consistent with this figure and in some years exceeding it.

Table 7: Waste and recycling arising from the show since 2015:

2015 2016 2017 2018 2019 General waste (tonnes) 21.5 18.8 22.5 20.1 14.7 Dry mixed recycling (tonnes) 11.4 16.9 11.4 8.7 10.2 Other materials (tonnes) 0 4.9 0 0 0 Total materials (tonnes) 32.9 40.6 33.9 28.8 24.9 Total recycling (tonnes) 11.4 20.3 11.4 8.7 10.2 Rate of recycling 34.7% 50%* 33.6% 30.2% 41% * high recycling rate largely due to Lucozade handing out tens of thousands of free samples in glass bottles.

What are our current waste management practices?

 We have a recycling system for public areas  We have checked and verified how our waste and recycling is processed after leaving site  We have a comprehensive back of house (BOH) recycling system  We have a reuse policy for wood and infrastructure  We introduced more skips in 2016 to help us manage BOH waste more effectively.

11.8 Transport

We are committed to encouraging our visitors to offset their carbon emissions from their travel to and from the show. Each year we make concerted efforts to encourage visitors to travel by bicycle, public transport and walking.

How did our audience travel to the show in 2019?  48% walked  38% travelled by bus  35% travelled by train or tube  11% travelled by personal car  5% of people travelled by bicycle

What are we doing to encourage more sustainable travel?

 The Council’s Sustainable Travel team produce our Active Travel zone at the show featuring a bike market, Cycle Confident cycle skills workshops and information stalls on how to be more active around the borough  In 2014 we stopped providing a public car park to discourage travel to the show by car. Limited parking is available for Blue Badge holders only  In 2014 we introduced two designated secure cycle parks within the show site  We actively encourage the use of lift sharing services such as goCarShare and Liftshare  There are nine major bus routes to and from that run via Brockwell Park. We encourage travelling by these routes wherever possible. A detailed traffic management plan implements several road closures and parking suspensions to help Transport for London operate at full capacity during the show  In 2016 we began to record travel data from all artists and performers taking part in the show, as well as all contractors and suppliers which we began to record in 2015.

12. Accessibility

Our aim is to produce an event that absolutely everyone can experience and enjoy, so we try our best to make it as accessible and inclusive as possible for disabled visitors. In 2018, the show was awarded ‘Access Starts Online’ accreditation by Attitude is Everything – an independent organisation that aims to improve deaf and disabled people’s access to live music and events. This recognised that the information on our website is accessible for visitors to gather as much information as possible when planning to attend the show.

This year the show was awarded Bronze by Attitude is Everything in their Charter of Best Practice. Below is an overview of what is provided at the show that helped us achieve this award:

 Express lanes for people with accessible requirements and young children  16 wheelchair accessible toilets and toilets with baby changing facilities are located across site  A fully attended onsite Changing Places toilet is available next to the main medical point  Blue Badge parking is offered within the park (advance booking only)  Lowered counter bars are offered at 4 main bars on site offering ease of access, as well as PDQ machines that can passed down to customers if required  A designated vehicle drop off point is offered for people with accessible requirements  There is an accessible viewing platform situated in our Main Stage field within prime sight and sound of the stage, which is manned at all times by an access steward.

13. Recommendations

1. A decision to allow the commencement of the Lambeth Country Show project must be granted in August of each year to allow enough time for the Lambeth Events Service to deliver the event successfully within its existing capacity. o Earlier decision making will also help with the event planning process, working with key community stakeholders and internal Council departments to ensure that any design, construction and event impacts are addressed in advance. 2. Future financial sustainability modelling: o Budget allocation earlier in the planning stages o Review of responsible commissioners e.g. health support services o Review of income opportunities. 3. Continue to safely control numbers and manage security by maintaining the enclosed fence line and the appropriate perimeter management as requested by SAG. 4. Keep the same show layout in terms of zones and stage locations due to positive visitor feedback. 5. Work with stakeholders to redesign the Farm area due to crowd congestion in this area; along with robust and rapid plans to move potential patients from The Farm to the main medical area in case of any serious incidents in this area in future. 6. Keep the same four entrances into the Show in the same locations to allow visitors to familiarise themselves and provide ease of access for future events. 7. Look at scaling back number of entry lanes next year as there were no queues or issues. o Planning and agreement on this can only be carried out with security and health & safety advisors following contracting for the 2020 event. 8. Continue with the same terms and conditions of entry including: o Mandatory bag searching for all o The ban on bringing alcohol into the event o Under-16s entry restricted to being accompanied by adults over the age of 25, which is line with terms of entry for major events, festivals and venues across the country. o These terms deter anyone wishing to bring in illegal and prohibited items and supported the plans by the Police to mitigate criminal activity. o The security, along with the perimeter fence, continues to help avoid and deter serious issues of anti-social behaviour, stopping drugs and anyone in possession of a lethal weapon from entering the event and the potential harmful consequences. 9. Continue to work with our colleagues in Parks, Sports, Adult Social Care, Children and Young People Services to ensure we have a diverse range of engaging and inclusive activities and entertainment. 10. Continue to engage and collaborate with the Brockwell Park Community Partners around the planning of the event in the park. 11. Ensure that all parties and stakeholders in Event Control are using the software the same way for ease of communications and incident reporting. 12. Continue with existing traffic management plans including road closures, extensive parking suspensions, CCTV enforcement vehicles and signage. 13. Explore the possibility of allowing the build to either commence on Friday 10 July 2020 or closing the event site to the public on Friday 17 July 2020 to allow safe and timely completion of set up. 14. Explore the feasibility of introducing new digital technologies to the show such as interactive information points located across the event and cashless systems. 15. Distribute safety procedure communications to traders regarding overnight storage of catering units. 16. Change website to clarify no animals allowed on site (following the snake incident).

14. Key Council Objectives for the Event

Specific 1. Produce a safe and sustainable event for the borough 2. Deliver a unique event that offers opportunities to be involved with over 200 traders and exhibitors. 3. Provide a variety of different activities for family friendly, entertainment, education and activations. 4. Commitment to inclusivity to celebrate Lambeth’s diversity and accessibility to all. 5. Provide an opportunity for local people to come together, share information and socialise for two days from 12-8pm and free to enter. 6. Provide over 150 opportunities to showcase local businesses, organisations, groups and talent, through multiple stages and arenas. 7. Showcase Brockwell Park and encourage awareness of Lambeth’s parks and open spaces 8. Provide an opportunity for local people to learn more about rural and agricultural ways of life (for example, farm animals, food production and plants). 9. Provide opportunities to learn more about the Council, what services are available and how residents can co-produce services in the future. 10. Increase positive customer feedback by 10%. 11. We will lead by example for sustainability in the borough.

Measurable 1. Increase income from commercial providers at the event and looking for new sponsorship options. 2. Application process will continue to assess trader and exhibitor applications using a matrix scoring system 3. Visitor survey results will help to shape the event content 4. Work with internal services such as Youth Services, Adult Social Care, Public Health, Schools and Education and external partners such as Attitude is Everything, Faiths Together in Lambeth, Disability Advise Service of Lambeth and Age UK, to achieve greater inclusivity at the event. 5. Work with our communications team and All ward councillors to identify channels to communicate better with our residents and businesses 6. Using the data analytics from the Council’s website and social media platforms to assess the public reach 7. Working with organisations such as City Farm and the National Farmers Union to increase the rural educational experiences 8. Integrating the Council services across the event footprint to better engage with our residents Achievable 1. The decision for the show will be made at least 9 months prior to delivery, providing time for event planning. 2. This amount of time to plan will also enable procurement to be made with suppliers and ensure there is a wider purchasing pool. 3. Country Show team will have a clear management structure to enable the planning, management and assessment 4. Comparative data will be collected each year so to monitor the event objectives and goals.

Relevant 1. They are aligned with borough plan Future Lambeth 2016-2021. 2. Having a very clear set of aims and objectives for the event in terms of what it is to achieve is critical for its overall intent, strategic direction and the purpose of the event. 3. It is essential that the aims and objectives of the event are defined and agreed at the outset, although they may also be developed and refined as the event project progresses or after evaluation. 4. The objectives are to ensure we producing the boroughs flagship community event to a high standard for our residents 5. The event can deliver beneficial impacts and outcomes both for the residents, the Council and the host community, in addition to other stakeholders such as participants, traders, exhibitors, sponsors and the media.

Time-bound 18 & 19 July 2020 (46th) 17 & 18 July 2021 (47th)

Annex 1

Lambeth Country Show 2019 – Livity | Inside Out Evaluation

How it came about

Livity pitched the idea of a Youth Zone, named Inside Out, at the Country Show to the Council’s Leader. The Youth Zone was to be co-designed with a cohort of young people at risk of experiencing youth violence and the idea was to reverse the negative rhetoric around young people by putting forward positive messages about youth culture. Partners joining Livity in this pitch were Juvenis and the Spirit of London Awards.

What funded it

LBL funded the Youth Zone and the project leading up to it with funding from ELEVATE, Lambeth’s mission to support diverse talent and open up the creative workplace.

Objectives

The project’s aims were to:

● To expose wider community to a positive alternative narrative about young people ● To use creative participation to create a positive impact ● To increase intersections between young people and the wider community ● To provide young people with specific cultural capital: through paid experience, soft skills, and industry connections ● To increase their participation as a citizen, consumer and creative talent

Young people were referred by partners, based on them being affected by violence and needing support and confidence in helping to work on their careers. Stakeholders involved in recruitment included:

● School Ground Sounds ● Spiral Skills ● Juvenis ● Active Communities Network

Resulting programme Numbers:

● 14 participants ● 16-24 ● 3 female | 11 male

A 5 week programme of training and support aimed at developing the whole individual involved sessions once a week, giving young people the skills, social capital and wellness tools necessary to deliver the Youth Zone as well as succeed in the wider world.

A 2 day Youth Zone, ‘Inside Out’, at the Country Show, 20th and 21st July, involved the young people in an intense weekend-long paid work experience placement, showcasing the installations that they had produced and presenting performances on stage in association with School Ground Sounds.

Festival Participants ● 8 participants from the youth project in paid roles ● 6 youth ambassadors in paid roles ● 12 Market sellers ● 65 performers on stage = 90 young people participated at the festival

Do again in 2020?

Recommendation to build on what was started in 2019 but with:

- Longer planning time - Livity to bring match funding to the project - Greater number of partners, with Livity perhaps central to activity but with LBL involved in early planning and maintaining an overview throughout - Consider how to improve the quality of the experience for the young people involved, by providing more support to the co-design process and to the weekend of events - Consider how to improve the impact of the stage and zone on site – e.g. better signage

Annex 2 Overview of each Zone

Zone Notes RAG Activate / Well received feedback online G Active Travel All performers arrived on time and the line-up ran to schedule. Popular area with children and families. The area was received well Arts & Culture G with the Chocolate Museum, BCA and Book Love popular additions for visitors Also well received. Unfortunately, no cookery theatre due to budget Demonstration restraints, but we will be looking to re-introduce this with corporate G Village sponsorship in 2020 Popular with exhibitors and visitors. Lots of extra science and space Discovery content this year with great feedback online. Officers feel it worked G much better this year with a larger footprint Again with positive feedback online. Whole zone was 100% solar powered this year and helping to work towards the Sustainability Eco Village G Policy for events and the Council developing its very own Green Events Guide Great feedback once again. Continues to be one of the busiest areas at the event. The Sheep Show hugely popular with visitors, as well as . Hand washing facilities were much improved on The Farm G last year which mitigated queues to leave animal handling areas. visited on Saturday morning for an inspection. No issues with animal welfare reported and all signed off As always feedback was very positive. Crowds managed well in the main marquee and the introduction of the new queuing system for the Flower Show G vegetable sculptures helped manage what had been troublesome issues with crowd management in previous years This was a brand new zone for 2019 working with Livity, a local Brixton youth agency. Young people were involved in a range of Inside Out activities as part of a wider support programme. Please see Annex 1 A for an evaluation summary, including some recommendations for improvements in 2020 Main Arena All shows ran on time and well received by visitors G Ran to schedule with a good technical production team backstage. Main Stage G One of the most popular areas on site for visitors all ran on time throughout the day. No reported issues. Good Village Green feedback online about various artists and relocation of the stage. G Ceilidh worked really well to close the stage on Sunday

Annex 3

Trader Feedback A trader feedback questionnaire was sent to all traders and exhibitors post show. A total of 46 traders provided feedback on the event.

Q1. Out of 10, how would you rate the online application process for the event? Average response 8.17 (up from 7.94 in 2018) Q2. Out of 10, how would you rate the information you received before the event - trader pack, maps and accreditation? Average response 7.86 (up from 7.51 in 2018) Q3. Out of 10, how would you rate the online payment process? Average response 8.65 (up from 8.47 in 2018) Q4. Out of 10, how would you rate the car park pass process? Average response 7.78 (up from 7.01 in 2018) Q5. Out of 10, how did you find the accreditation and pitch siting process? Average response 7.76 (up from 6.73 in 2018) Q6. Out of 10, how would you rate the location of your pitch? Average response 6.9 (up from 6.23 in 2018) Q7. Out of 10, how easy was it to adhere to the sustainability policy? Average response 8.7 (up from 7.97 in 2018) Q8. Out of 10, how happy were you with ordering water through the event? Average response 5.28 (up from 4.41 in 2018) Q9. Out of 10, how successful was the event for you and your business? Average response 6.93 (up from 6.1 in 2018) Q10. Would you apply to trade at the Lambeth Country Show again in the future? Yes – 36, No – 0, Maybe – 10

Table 3: Breakdown of types of traders and exhibitors that attended this year’s event compared to last year:

2017 2018 2019 Charities and Community Groups 80 67 46 Bars 7 12 10 Caterers 65 69 66 Craft Stalls 27 35 38 Farmers' Market stalls 16 10 10 Food Village Market stalls 12 14 9 General traders - cosmetics, clothing etc. 23 26 26 Health & Wellbeing 20 20 6 Hot and Cold Drinks stalls 8 7 5 Lambeth Services 7 7 8 Professional Horticulturists 26 22 7 Promotional & Marketing stalls 7 8 5 TOTAL 298 297 236

Table 4: Breakdown of fees and charges for traders and exhibitors at this year’s event along with proposed charging for 2020 & 2021 that includes a 3% inflation rise. Some figures have been rounded up or down.

Category and pitch size 2018 2019 2020 2021 Charities / Community Groups 3m x 3m £40 £80 £82 £85 Charities / Community Groups 6m x 3m £60 n/a n/a n/a Caribbean Food Specialists 6m x 6m £1,500 £1,650 £1,700 £1,750 Craft Village Markets 2m x 2m n/a £260 £268 £276 Craft Village Markets 3m x 2m £350 £385 £397 £409 Farmers' Market 30m x 6m £1,000 £1,100 £1,133 £1,167 Food Village Markets 2m x 2m n/a £300 £309 £318 Food Village Markets 3m x 2m £400 £440 £453 £467 General Traders 3m x 3m £400 £440 £453 £467 General Traders 6m x 3m £800 £880 £906 £934 Health & Wellbeing 2m x 2m n/a £135 £139 £143 Health & Wellbeing 3m x 2m £150 £200 £206 £212 Horticulturists 3m x 2m £100 £150 £155 £160 Horticulturists 6m x 2m £200 £300 £310 £320

Catering, hot and cold drinks and bars are all put out to tender, so there is no fixed rate cards for this. We will continue to endeavour to get the best prices available from the tenders.

Annex 4

15. Visitor Survey / Demographics

The following results provide an overview of this year’s Visitor Survey. A total of 535 responses were received, both online (post event) and offline taken at the event. The text and questions of this survey are identical to previous years to allow tracking of attitudes over time. Comparable data from 2018 is included in the overview below. The full survey results can be found in Appendix B.

7.1 How old are you?

16-24 25-34 35-44 45-54 55-64 65+ 2019 4% 33% 24% 21% 14% 4% 2018 3% 20% 32.5% 27% 13.5% 4%

7.2 What is your gender identity?

Female Male Prefer not to say 2019 64% 34% 2% 2018 63% 35% 2%

7.3 Are you a Lambeth resident?

Lambeth Non-Lambeth Not sure 2019 46% 53% 1% 2018 71% 28% 1%

7.4 How would you describe your ethnicity?

Other Black or Asian Black or Black or Mixed / Black or Black Black Latin Multiple British Other Asian British - British - Chin- Amer- Ethnic Back- Ethnic White White White Prefer not British African Caribbean ese ican Groups ground Group British Irish Other to say 2 0 1 9 4% 7% 18% 1% 2% 7% 0.5% 2% 44% 2% 8% 4.5% 2 0 1 8 1.5% 1% 4% 0.5% 0.5% 5% 0.5% 0.5% 66% 4.5% 10.5% 5.5%

7.5 What is your employment status?

Full Part Self time time employed Student Retired Unemployed Incapacity 2019 63% 9% 13% 4% 3% 6% 3% 2018 60% 14% 13% 2% 5% 3% 3%

7.6 How long have you been visiting the show for?

Don't My first 1-2 3-5 6-10 10 + know time years years years years 2019 0.5% 13% 21% 22% 15.5% 28% 2018 0.5% No data 10% 21.5% 21.5% 46.5%

7.7 Who did you attend the show with?

Partner Friends Family Member Colleague Children U-16 Alone 2019 28% 39% 18% 5% 34% 6% 2018 48% 56% 26% 4% 37% 7%

7.8 Please rate your overall experience of the show

Very Poor Poor Average Good Very Good 2019 1.5% 4.5% 9% 25.5% 59.5% 2018 10.5% 16% 24.5% 25% 24%

7.9 Please rate your experience of entering the show

Don't know Very Poor Poor Average Good Very Good 2019 1% 5% 8% 12.5% 24.5% 49% 2018 0.5% 16% 18% 25.5% 23% 17%

7.10 How much money did you spend at local businesses as a result of attending the show?

£10 or under £11 - £20 £21 - £30 £31 - £40 £41 - £50 £50+ 2019 20% 41.5% 16% 8% 6.5% 8% 2018 No data

Below are some of the responses visitors sent back when given an opportunity to explain their answers in further detail:

Positive

 Much safer now fence is there. Really great time  Awesome community vibes  Very well organised, great people, great vibe  Felt less overcrowded than it has done previously, queues were better managed (eg veg sculpture queue) and bike park was much better signposted than last year!  The general organisation seemed a lot better than in previous years. I was happy with the number of toilets and water refill points  Huge variety of things to do. Lots of information ahead of the show. Well organised  I love LCS, it's a great community gathering celebrating the diversity of our area and all its culture  The atmosphere, music and different areas are so nice and the way the show is managed is fantastic. It seems to get bigger and busier each year but manages to keep a community vibe and involve local people a lot  Absolutely love this yearly event. Great entertainment for the whole family  I was a bit daunted when I arrived as it was SO crowded, but then I got used to it and had a great time; the music was really good, the stands had lots on, and the arena was really fun - the jousting was amazing! We all loved it, great presenter of it too. And despite the crowds, the queues weren't too bad anywhere, and people were really friendly and not pushy, but would make room for us and be helpful  I have been coming for over 20 years from a child and a few years back they was trouble but now I feel safe again with the fence and the rules in place  Absolutely brilliant show. Lovely atmosphere and excellent bands and entertainment  It felt really calm and lovely this year - maybe because we went earlier than usual. LOVED using the app, thought it worked really well. Had some lovely things to eat and drink, saw our favourite things (owls, horses, samba, flowers)  Well organised. Calm and friendly atmosphere. Particularly impressed with the re- usable cups from the bars. Definite reduction in rubbish because if this initiative  Lots of space and easy to get to everything we wanted to see. Plenty of toilets and no queues!  Glad to see the Village Green and Main Stage returned to their usual locations. Music on main stage excellent  There are a good range of activities for children, we love the different things you can do and the fact it is so family friendly  We look forward to the show every year, it’s great for the community spirit and a fantastic showcase of our local talent and businesses

Negative

 The wall and bag checks are unnecessary, costly and divisive  All it seemed to me was a very expensive food festival at prices I cannot afford. Felt trapped with the wall around the festival  The fence and searching is beyond ridiculous, it has completely ruined what used to be a highlight of the year. Site felt claustrophobic compared to years before the fence and difficult to get around, very busy exiting at the end of show  As someone with mobility problems, I found the lack of seating very hard to deal with. I brought along a folding seat which helped a bit but was not ideal  It’s gone far too mainstream, used to have lots more variety, the craft and food tents half the size they used to be  The surrounding wall felt like a prison and the show appears to be getting smaller. Feels like it its losing its community spirit  Hate the fence and bag search. Not allowing people to bring in own alcohol is excluding the less well-off who can't afford the extortionate prices in the tents  Don't like the wall. Didn't like the way community groups were spread around the site instead of being together. The wall and bag search puts me off. As is the no alcohol rule.  Atmosphere not the same since the walls and barriers  Gets more expensive every year  Hate the fact the fence is up and you can no longer take in your own alcohol, it’s ruined the whole vibe.

Annex 5

Press (National and Local, Print and Online)

National (event and post-event)

 BBC One / Sidney St. Productions: Farmers’ Country Showdown  12 mentions/articles including: o Evening Standard o Daily Mail o Metro o The Sun o ITV

National (pre-event)

 12 mentions/articles including: o Evening Standard o The Telegraph o BBC o Time Out

Local

 BBC Radio London: 1 interview  Press: 1 mention/article  Brixton Buzz: 13 mentions/articles  Brixton Blog: 6 mentions/articles

Non-traditional media (Blogs, stakeholders etc.)

 20 mentions/articles including: o Stylist o Primary Times o London Fire Brigade o Skiddle o Festival Flyer o Vauxhall City Farm

Social Media and App

Facebook Over 8,800 likes Over 9,000 follows Over 23,000 check-ins

Key metrics – July 2019 56k Engaged Users (Engagement includes any click or story created) (Up from 37k in 2018)

644k Total Reach (The number of people for whom any content from your Page or about your Page entered their screen. This includes posts, check-ins, ads, social information from people who interact with your Page and more) (Up from 304k in 2018)

252k Viral Reach (The number of people for whom any content from your Page or about your Page entered their screen with social information attached. As a form of organic distribution, social information is shown when a person's friend interacts with your Page or post. This includes when someone's friend likes or follows your Page, engages with a post, shares a photo of your Page and checks in to your Page) (Down from 275k in 2018)

1.9m Total Impressions (The number of times that any content from your Page or about your Page entered a person's screen. This includes posts, check-ins, ads, social information from people who interact with your Page and more (total count)). (Up from 873k in 2018)

47k Total Consumers (Number of clicks on any of your content. Stories generated without clicks on Page content (e.g. liking the Page in Timeline) are not included) (Up from 35k in 2018)

Twitter Over 5,000 followers

LCS 2019 App