Be a tourist at home for the weekend
The Residents’ Festival returned for its sixth year on Saturday 21 and Sunday 22 March, offering both locals and visitors an opportunity to rediscover hidden gems of the Selby area. The event celebrates community pride through exclusive discounts, guided tours, and unique experiences across Selby, Tadcaster, and Sherburn-in-Elmet.
Rediscovering Local Gems
The Residents’ Festival invites people to “be a tourist at home for the weekend” and explore historic landmarks like Selby Abbey, scenic outdoor spaces, and independent businesses. Residents and visitors can partake in behind-the-scenes tours and enjoy exclusive discounts at shops and restaurants showcasing the area’s vibrant character.
Supporting Local Businesses and the Visitor Economy
While the festival is designed to help residents connect with what is on their doorstep, it also delivers real value for local businesses. Participating venues benefit from increased footfall, wider exposure on social media and traditional media, and the opportunity to build relationships with new customers. Events like the Residents’ Festival not only foster community pride but also provide a valuable boost to the local economy and support the growth of small businesses.
Marketing Activity to Promote the Weekend
22 businesses took part, submitting 25 different offers over the weekend, and the marketing campaign resulted in the following results:
YorkMix Radio:
- 37,947 adults were reached over the course of on-air marketing activity, and the average listener heard about the festival 4.3 times.
- Live broadcasts from their bus and roadshow activity promoted the festival directly to listeners.
- On YorkMix’s digital channels, there were 19,426 page views on the website, 23,696 views of content on Facebook and Instagram, and over 8,400 entries to a competition promoting the festival.
York, Selby, Tadcaster & Goole Mumbler:
- Advertising achieved 5,017 sessions on our event listing from the campaign
Visit North Yorkshire & North Yorkshire Council social media:
- Posts across all social media channels achieved 434,453 views
The Visit North Yorkshire Newsletter:
- The festival was featured in the February issue. 8,916 emails were delivered and 3,745 were opened.
