The level of skill, experience and effort required to deliver a Christmas display should not be underestimated and is the difference between a professional or amateurish reflection on your business. Here’s the Christmas Display Solutions guide on how to organise Christmas for your shopping centre, council or property management firm.
- The objective
Define your target market and what you hope to achieve with your Christmas display as this will influence the creative and product choices:
- feel good factor for staff/stakeholder/public/traders
- Increase footfall for traders
- create a destination of choice
- generate social media traction
- Evaluate existing display
If you have an existing Christmas display evaluate it against your objectives and take stock of any current Christmas product, noting the following:
- Quantity, sizes and type of decorations
- Condition and serviceability of the items – specialist advice might be necessary
- Existing colour scheme
- Installation location of any existing decorations shown on map
- Find images of previous Christmas installations
- Look & feel?
What type of look and feel do you want to achieve in the context of your objectives and target market, rather than your own personal Christmas favourites
- Do you want your decorations/displays to be traditional or contemporary?
- Do you want your decoration colour palette to be traditional or contemporary?
- Does the colour palette need to match or complement any existing decorations?
- Create a mood board of images to present to your Christmas supplier to express the look and feel you want to achieve
- Site Parameters
Have you assessed the site/s parameters and constraints such as
- Ceiling considerations – types of ceiling and ability to fix hanging decorations, ceiling heights, line of sight issues (exit signs, CTV, air conditioning units)
- What floor space is available without impacting trader POS, foot traffic or lease egress
- What is the load-bearing capacity of the ceiling and condition of existing hooks or fixtures intended to be used
- Identify the location of power supply should it be required for lights or displays
- What access issues are there for equipment including load limits on floors and tiles
- Which areas are the key priorities for displays such as entrances, food courts etc
- Are there empty tenancies or other areas which need special consideration
- Which other departments/contractors will you need to liaise with to access and review the space
The success of a commercial Christmas project will be incumbent on the following range of skills and knowledge in the planning stages
- Marketing and branding skills
- Creative and design skills
- Extensive commercial Christmas product knowledge
- Technical installation experience and knowledge
During the implementation stage of a project, the following experience is required
- Detailed planning and project management skills
- Deployment of resources for bump in and bump out stages
- Specialist EWP or rigger licenses
- Working to tight deadlines
Professional Christmas companies can have a varying degree of these skills and will be able to identify the most viable creative and product options to meet your objectives.
If you decide to buy off the shelf product and do a DIY install you need to allow considerable time for pre-installation work. This can involve anything from unwrapping each decoration, resolving and attaching hanging solutions, fluffing of foliage or attaching lights. Professional installers understand this effort and will include this time in their installation quote.
In addition, specialized skills such as EWP or Rigger licenses may be required for particular equipment or where large-scale decorations need to be hung. Also, pre-installation assessment of fixtures, fittings and electrical testing might also be required.
Whether you have a budget signed off or not, you will need to give some guidance to your supplier as to the expected value of your project. Like all creative projects, there is no limit to the possibilities and typical Christmas projects can range from $5K to $250K. In order to be able to present realistic concepts and product options project budget guidance is essential.
Consideration could also be given to both capital and operational budgets as some suppliers can deliver viable hire solutions and flexible terms in addition to typical purchase options.
To set an appropriate budget you will need to:
- Have a reasonable understanding of the cost of Christmas product and compile prices from a suppliers site to give you a ballpark figure
- Identify the number of areas you need to be decorated and a budget for each area
- Factor in repairs or refurbishment to any existing decorations
- Consider the costs of hiring equipment to install and dismantle
- Factor in professional installation and dismantlement costs which depend on the size of the project can vary significantly
- Where appropriate consider any metrics such as increased footfall and turnover as measurements of success and future budgets
- Creating a supplier brief
If you wish to engage a professional Christmas company the information you compile from points 1- 6 will form the basis of a project brief which can be provided to your chosen supplier(s). By providing them with this information they will be able to recommend the most suitable designs and products to provide an estimate for your project.
Download the template word document – Commercial Christmas Brief
- Selecting a Christmas supplier
We would always recommend selecting a professional supplier who specializes in commercial Christmas as they live and breath Christmas all year round. They understand the nuances of supplying, manufacturing and installing commercial Christmas better than a retailer, general visual merchandiser, shop fitting company or interior designer would. A Christmas specialist will have a team able to deliver on the creative element of your brief, whilst also having the practical experience of understanding what decorations are technically possible on your site.
There are a limited number of commercial Christmas specialists in Australia with solid experience. Things to look for in a supplier:
- Examples of their past work – to see if their experience can be applied to your requirement
- Case studies – to understand their methods and processes
- Testimonials – to learn what clients think of their work
- Start Christmas planning by April
Yes, that’s right, we recommend starting your planning process by April with the aim of engaging a supplier by May – June for the following reasons:
- It guarantees you get the decorations you want for your project as the lead times surrounding the manufacture and delivery of commercial decorations can be 4-6 months due to international suppliers and shipping lead times.
- It provides greater choice in products from international suppliers that would not normally be available in Australia – creating unique experiences and greater differentiation
- It means you can often buy the product at a better price because when it is sourced from an international manufacturer in bulk, it is more cost-effective than us sourcing locally later in the year.
- It helps with your budget planning for the new financial year
- Committing to a Christmas project with a deposit pre-June 30th might be the perfect use for any unspent funds and could put you ahead for the new financial year.
Contact us today with your brief to discuss your festive vision on 1300 88 60 44.