Did you know that Downham Market is known as the Gingerbread Town? The local businesses of the town have joined together to bring that to life! Mabel Bakery was awarded a ‘Love Your Town’ grant in partnership with Norfolk County Council and the Borough Council of King’s Lynn and West Norfolk to host a Christmas event in Downham Market.
The event invited local business owners to create gingerbread models representing their shops or businesses. These gingerbread houses were displayed in participating shops or shop windows throughout the Christmas season, forming part of a gingerbread trail.
Visitors were encouraged to take part in the trail by collecting a passport or booklet from the Town Council Building, Town Hall, or any of the participating locations. The passport allowed visitors to check off each gingerbread shop by getting a stamp at each venue they visited. The event was launched at the Christmas Lights Switch-On on 24 November 2024 and promoted through local businesses, Downham Market Town Council, Visit West Norfolk, and the Borough Council.
The purpose of the Gingerbread Trail Christmas Event in Downham Market was to:
- Promote Local Businesses: By encouraging local business owners to create gingerbread models representing their shops, the event provided an opportunity for these businesses to gain visibility and attract more visitors to their locations during the busy holiday season.
- Increase Footfall to the Town Centre: The gingerbread trail, with its interactive passport system, was designed to draw both local residents and tourists to explore Downham Market’s town centre. This helped increase foot traffic, benefiting the shops and businesses participating in the trail.
- Support Local Economy: The project aimed to boost the local economy by generating more business for local suppliers, such as printers for promotional materials and producers of the materials required for the gingerbread houses. The event also created opportunities for local collaboration between businesses, the town council, and tourism agencies.
- Celebrate Community and Heritage: By highlighting the town’s historical connection to gingerbread, the project aimed to foster pride in place and encourage a sense of community. It also celebrated local traditions, giving residents and visitors a unique and enjoyable way to engage with the town’s cultural heritage.
How did it go?
- A total of 28 gingerbread houses were created by local business owners and displayed in shops and windows across Downham Market. Each gingerbread house represented a local business, contributing to the festive atmosphere in the town.
- 500 passports or booklets were distributed to visitors, allowing them to participate in the gingerbread trail and visit each business that had a gingerbread house on display.
In summary, the project achieved significant outputs in terms of participation, community engagement, and media coverage. The outcomes included: increased footfall, economic benefits for local businesses, enhanced community pride, and greater visibility for Downham Market as a destination for holiday activities. The project successfully met its goals of boosting tourism, supporting local businesses, and celebrating the town’s heritage.