As temperatures drop, Sheffield BID is once again set to deliver some festive cheer to the city centre, with two impressive light installations, and the return of its hugely popular Christmas trail on 23 November.

This year’s Christmas trail – the perfect free seasonal activity for families with young children – sees the BID’s very own Brearley Bear return for a brand-new adventure, Brearley’s Reindeer Roundup.
The trail encourages families to solve clues together as they experience and explore several corners of the city centre in search of Santa’s Reindeers – who have broken free!

The trail reaches its conclusion at the BID’s Christmas HQ near the Winter Garden, where every child who successfully rounds up all the Reindeers will receive a special Christmas gift.

 The BID has also been instrumental in bringing two huge festive light installations to the city centre, which are set to be unveiled as part of the Christmas Lights Switch On event on 17 November.
A five-metre tall Santa Claus will appear on Barker’s Pool, while a three metre Brearley Bear, will once again be calling The Moor home. Both light installations will form key landmarks along Brearley’s Reindeer Roundup trail.

Diane Jarvis, Sheffield BID Manager, said: “Once again the BID is committed to creating magical experiences for families to enjoy this Christmas. Our illuminated Santa Claus and Brearley Bear will light up the city centre – creating lovely festive photo opportunities and memories.”

Amanda Phillips, centre manager of The Moor, added: “It is fantastic to have Brearley Bear lighting up The Moor again this Christmas. We look forward to welcoming visitors enjoying the Christmas trail.”

Due to a number of great initiatives last year, Sheffield City Council reported an increase in city centre footfall over the most recent holiday season compared to the year before.

The BID’s Christmas trail itself was a crucial economic driver in this success, with over 4,750 people visiting the city centre specifically for the event, and an estimated additional £265,000 spent in local shops, cafes and bars.

Diane Jarvis, Sheffield BID Manager, explained: “At a time when the high street is facing challenges, city centres need to provide a diverse range of events to help drive extra economic benefits to local businesses.

“The festive season is a crucial time for our retailers, which is why we invest at this time of year. Our illuminations, along with our free festive Christmas trail, will provide a further boost to footfall and spread it across all the city centre so that as many businesses as possible can benefit.

“Christmas is also a great opportunity to showcase Sheffield City Centre at its best – a fun, vibrant and family-friendly destination.”


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