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Liverpool BID Company to host a series of free workshops to help businesses get Eurovision-ready

1 year ago

Liverpool BID Company to host a series of free workshops to help businesses get Eurovision-ready

Liverpool BID Company has invested a six-figure sum to support hosting the Eurovision Song Contest 2023. 

Liverpool BID Company, a private, not-for-profit organisation representing over 1,000 levy paying businesses across the city centre, has programmed a series of free marketing workshops, language classes and first aid courses, to ensure that they are able to share their Eurovision story with all of the city’s visitors.

With tens of thousands of visitors expected to descend on the city in just over two months’ time and millions more tuning in on TV, all eyes will be on Liverpool. The increased footfall will deliver a positive economic impact for the city’s hospitality, retail and leisure industry, as well as raising its global profile.  

The funding, which will come directly from the city’s private sector businesses, will ensure that the benefits of Eurovision are felt as widely and keenly through the city centre economy as possible. 

Liverpool City Council has launched a dedicated business support page on its website, which offers advice on everything from licensing requirements to ambassador training. Businesses were also given a sneak peak of the business Eurovision branding at a special stakeholder event at ACC last week, attended by 500 people from businesses across Liverpool City Region. 

Bill Addy

Bill Addy, Chief Executive of Liverpool BID Company, said:

“We took the decision to make a six-figure investment from Liverpool BID to support Eurovision to help ensure its benefits are felt throughout the city centre. Eurovision is not just one night, it is two weeks of opportunity to share Liverpool’s creativity, cultural prowess and the passion and enthusiasm of its business community and private sector.

“Investment ensures that the celebration can spread throughout the city centre and that spend from visitors and those looking to soak up the atmosphere can access it. Promoting Liverpool as a destination is a key aspect of our work at Liverpool BID Company, especially as the pressure on the public purse has grown. Of course, that investment isn’t all we’ll be doing for Eurovision, we’re still have our street rangers out deep cleaning the streets, removing graffiti and ensuring the city is ready to welcome visitors.” 

Cabinet Member for Culture, Cllr Harry Doyle added:

“We know from previous experience such as Liverpool’s Dream – which attracted 1.3m visitors and boosted the economy by £61m – that major events in the city have a positive impact on local business and the economy. 

“Eurovision has a huge global audience and Liverpool BID’s support will enable businesses in the city to play a key role in telling the story of Liverpool, showing people around the world what a rich, diverse, welcoming, inclusive and musical city Liverpool is. 

“While the increase in footfall will convert to spend in the city, we hope those watching at home will be encouraged to then come and visit Liverpool.”


Upcoming events to support businesses include: 

A marketing workshop on 22 March. Learn how to use the marketing toolkit provided by Culture Liverpool (available to download from 15 March) and how to make the most of using their branding including top tips, advice and examples of great digital marketing. There will also be a focus on social media, including Tik Tok and a chance to dive into different versions of marketing campaigns and how they can benefit your business too. 

Love Eurovision – Love Liverpool to help Front of House deliver a memorable and spectacular experience for visitors. Businesses can choose to attend on 28 March at 11am – 12.30pm or 29 March at 1 – 2.30pm at Hilton Liverpool. 

You’re Safe Here LCR Pride Foundation are working with the Police and Crime Commissioner for Merseyside, Emily Spurrell to provide venues with training and resources to enable them to support someone that has been the victim of a crime, feels intimidated or is in need of assistance. the scheme is now open to all businesses in Liverpool thanks to funding from Liverpool bid company and culture Liverpool. The next available date is 11 April. 

Language workshops every Thursday from 6pm to 8pm leading up to Eurovision: 13 April – Spanish; 20 April – Ukrainian; 27 April – Italian; 4 May – Portuguese; 11 May – French. Classes will include an introduction to the language and culture; greetings and how to introduce yourself; useful phrases and music related content and will finish with a networking session and a taste of some cuisine. 

Ambassador training for employees within the hospitality, retail, attraction, passenger transport and cultural sectors to build and enhance their customer service skills and their knowledge of the Liverpool City Region. Businesses can access a one-day ‘Destination Welcome Ambassador’ training workshop or a two-day ‘Destination Welcome Ambassador Manager’ workshop. The workshops cover the history of LCR, how to provide a warm welcome to visitors, training in exceptional customer service and the customer journey, cultural awareness and languages, importance of providing an accessible and inclusive service, communication skills and more. For more information and to book, please email Lynne: or Della:

For more information on the free Eurovision workshops click here. For more of the latest Eurovision news don’t forget to keep checking The Guide Liverpool



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