Next week, Wrexham plays host to one of the most significant cultural events in Wales, the National Eisteddfod. For eight days, our city will become the beating heart of Welsh culture a place where language, art, music, and community converge. But for true impact we need the Eisteddfod to stretch beyond the Maes (that’s the Eisteddfod venue slightly out of town) and deep into our town / city centre.
The Eisteddfod attracts tens of thousands of visitors not just from across Wales, but from all over the UK and beyond. That is potentially a major boost for Wrexham’s hotels, cafés, pubs, shops, and local producers. But local businesses are fearing that the event is set up to transport visitors direct from the train station to the event field and to keep them there day and evening with food and live music all included.
Many of our clients are in the local hospitality space and they rely so heavily on these one off boosts in trade to counter balance the many quiet periods as the general population tightens their belts. Likewise the small independent retailers we support need visitors to be exploring Wrexham in the day time when they have time to browse and pop into “somewhere different”.
It’s not just about the spike in footfall. It’s about exposure. When people come to Wrexham for the Eisteddfod we need them to see what we are building here and hope that they plan a return visit. Wrexham is no stranger to tourists these days, undoubtedly we are a big ticket for some travellers and it is no longer unusual to see American visitors exploring our locality, but as great as the American tourists are it may be a one off visit or at most twice a year to catch a game. The Eisteddfod gives us a chance to showcase ourselves to tens of thousands for whom it is feasible to return again and again for weekend breaks.
As good as this event will be, have we done enough to link it to the City centre? Honestly I am not sure we have and that feels huge opportunity missed.
Are you attending the Eisteddfod this year? Are you expecting a positive impact on your business? Keen to hear others thoughts.