Gemma Hyde is responsible for planning the programme of free, family-friendly events Castle Quarter Norwich this summer holiday – and beyond. Here, the national award-nominated Marketing Manager explains why it’s important to keep offering free activities
Why does Castle Quarter plan free activities?
Having fun and spending time together shouldn’t come with a price tag. That’s why I’m passionate about offering free activities for families – it’s our way of giving back to the community.
Within our leisure quarter, you can find so many exciting things to do for a treat day out –a game of bowling, catch the latest release at the cinema, compete against each other with darts or indoor crazy golf, or team up for an Escape Room challenge.
The centre is packed with social and leisure attractions, but adding free activities is about making sure everyone can join in the fun and the summer budget can stretch that little bit further. By putting on these free events, we’re making sure people can extend their day out, and remove some of the barriers. There’s always a reason to visit us, and it’s all about creating a space where people can connect, laugh and make memories without worrying about the cost.
How do you want people to feel when they attend one of your events?
It’s all about bringing people together. We hope to create moments that make people smile, spark joy, and give families and friends a reason to spend quality time together.
When someone attends one of our events, I want them to feel uplifted, welcomed and like they’ve just had a lovely time; whether it’s a child meeting their favourite character or a parent enjoying a rare, relaxed afternoon with their family. It’s about those times spent together, which can be so simple – perhaps decorating some GoGoSafari bunting at a craft workshop or watching a dance troupe perform. Little moments spent together that make lasting memories.
Over the years, what have been your most popular events?
We’ve had some amazing events over the years, but a few always stand out like our Emergency Services Summer, which families absolutely loved, meeting our Norfolk community heroes and learning life-saving skills. The Christmas Tree trail campaign and Giant Red Shoebox also brought the community together in such a special way. And anything with animals, such as bringing in the alpacas or miniature donkeys for meet ‘n’ greets in the Castle Gardens, always draw a crowd!
Families also can’t resist a fun, free physical competition, like our Wipeout Challenge or Easter Egg rodeo ride. Excitable queues and a lot of laughter on those event days!
What’s been your personal highlight?
It’s so hard to choose just one highlight, but if I had to pick, I’d say the Wipeout Challenge! It was hilarious and such a fantastic way to get everyone laughing and cheering each other on.
And I do love the animal events; I have a huge soft spot for the miniature donkeys. They’re so gentle and sweet, and spending a little bit of time with them is just such a calming, lovely moment in the middle of all the excitement of an event day.
If you could bring any type of event to Castle Quarter, what would it be?
I’d love to have a GIANT inflatable slide right in the centre and, at the bottom, you’d slide straight into a huge ball pit! How fun would that be?!
It would be such a brilliant attraction for families – and honestly, anyone who just wants to let their inner child out and have a laugh. I can already picture the smiles and the selfies! Who doesn’t love a giant slide and a ball pit?!
Who helps you put on these events and make them such a success?
I’m so lucky to have a great team around me. I might come up with the ideas, but everyone pulls together to make them happen. I’d like to give a huge shout-out to Kim Dodd from Toolbox Marketing, who helps to bring these events to life (even when I throw some wild ideas her way!) and the fabulous ladies at Plain Speaking PR, who are stars at getting the word out. And our superstar security team; the calm in the chaos, who always keep things running like clockwork and keep people entertained while they’re waiting to join in with an event.
And of course, Rob Bradley and Sarah Smith, who oversee everything taking place at Castle Quarter, for always making sure I’ve got a cuppa during an event. Honestly, that mug of black coffee keeps me going! We’re a small but mighty team.
So, what can visitors look forward to this summer and in the coming months?
There’s a lot coming up and something for all ages.
Go on a family adventure and discover a spectacular herd of giraffes, rhinos, lions, elephants and gorillas dotted across Norwich, including a few who have made their way into Castle Quarter. Look out for our very own I-Spy Rhino.
These special four-legged friends, brought to you by the wonderful team at Mini Donks, are therapy-trained and regularly visit care homes, schools and community groups. Meet them up-close, enjoy a gentle stroke and learn more about the amazing work they do.
- Wild Encounters – The Elephant Walk on 7th August and The Mighty Gorilla on 28th August (12pm – 4pm both days)
Join us for two unforgettable days of giant jungle visitors! Meet a life-sized elephant puppet as it parades through Castle Quarter, while the mighty King Kong joins us for an awe-inspiring street performance later in the month.
- Spooky thrills and the Christmas Tree Trail – October onwards
Look out for details of thrilling Halloween activities – news about our Skate and Scare event will be shared soon. And while it’s a little early to mention Christmas, we’re already planning the return of our magical Christmas Tree Trail. Any local charities or community groups who’d like to get involved, we would love to hear from you.
- PLUS, pre-loved school uniform collection and pop-up shop – throughout the summer
We know that buying school uniforms can be expensive, so we’re calling on parents and carers to donate good-quality pre-loved uniforms they no longer need, to help relieve the financial pressure for other families and reduce clothing waste. Donations can be dropped off at the Castle Quarter Management Office (Level 3). We’ll then be opening a pop-up shop, where families can collect uniforms for free ahead of the new school term.
Where can people find out more?
For more information, head over to the Castle Quarter website, follow us on our socials for all the latest updates, or sign-up to our newsletter – it’s the best way to stay in the know and never miss a moment of the fun!
Visit Castle Quarter Norwich. Gemma Hyde has also recently been shortlisted for two national awards, recognising and celebrating the best of innovation and services at the UK’s shopping centres: the Sceptre Award for Marketing Manager of the Year while Castle Quarter is a finalist for Community Initiative of the Year.
Featured images – supplied by Plain Speaking PR
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