際際滷

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Lowd&Klea
                                                                                                                                                   StrategicCommunicationsAgency$$$$:::;(*:3123=(#1;0*-




   Hi-de-Hi! Has the credit
   crunch changed leisure
   habits for good?
   Thisrecessionhasbeenuniqueduetoitssuddenness,severityandlongevity.Based
   onanalysesbytopeconomists,psychologists,sociologistsandtrendexperts,when
   therecessionends,wewillnotbegoingbacktothewayweusedtobehave.

   Thisisanoriginalarticlecompiledfromdesk足basedresearch
   undertakenbyLowd&Klearelatingtotheleisuresector.



Expectations for 2011                                                                        The impact on consumers

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U,20#$)"#$%#0#&&,*2$&)1%)#37$GYC$*+$          1++*%3$)*$&.#23;$                              Stayinginisthenewgoingout             &",+),24$)"#,%$#2)#%)1,2-#2)$),-#$123$      RS10#9**=7$!:,))#%7$#)0;T$123$UNU$)#5),24$
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.#*.(#$123$+1-,(,#&$,2$)",&$4%*'.$-1=,24$     3#/2,)#(8$&16,24$-*%#7$.18,24$910=$3#9)$       :,)"$+%,#23&$123$+1-,(8$98$#2)#%)1,2,24$
)"#$9,44#&)$(,+#&)8(#$0"124#&7$9')$-*%#$      123$&.#23,24$(#&&$*2$:"1)$1%#$&##2$1&$         1)$"*-#$*%$,20%#1&,24$)"#,%$&*0,1($          !"#$:#9$#&.#0,1((8$,&$0"124,24$.#*.(#L&$
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                                                                                                                                          )"#$.(10#&$:#$6,&,)$123$&#%6,0#&$:#$'&#$
                                                                                                                                                                                          40% increase in
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                                                                                                                                                                                         compared with the
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                                                 less when we go out
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15%
The impact on retailers                                                                                                                                                               Pub and bar drinking
                                                                                                                                                                                        was shown to be
                                                                                                                                                                                       down 2.8% in 2010
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Leisure Insight

  • 1. Lowd&Klea StrategicCommunicationsAgency$$$$:::;(*:3123=(#1;0*- Hi-de-Hi! Has the credit crunch changed leisure habits for good? Thisrecessionhasbeenuniqueduetoitssuddenness,severityandlongevity.Based onanalysesbytopeconomists,psychologists,sociologistsandtrendexperts,when therecessionends,wewillnotbegoingbacktothewayweusedtobehave. Thisisanoriginalarticlecompiledfromdesk足basedresearch undertakenbyLowd&Klearelatingtotheleisuresector. Expectations for 2011 The impact on consumers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irtualentertainment !",&$6,%)'1($:*%(3$*+$#2)#%)1,2-#2)$"1&$ %#1(,)8$,&$2*:$%1.,3(8$9#0*-,24$1$(,+#&)8(#$ ,-.*%)12)$.%,0#$6&;$61('#$91(120#;$ !#0"2*(*48$"1&$1(&*$.%*6#3$1$01)1(8&)$ 1(&*$&,42,/012)(8$0"124#3$*'%$0"*,0#$ Asimplerlife .%#+#%#20#$[$#6#2$1-*24$)"*&#$:"*$012$ +*%$)"#&#$0"124#&7$:,)"$0*2&'-#%&$ +*%$&*0,1($,2)#%10),*2;$Q,)"$&*0,1($-#3,1$ U,20#$)"#$%#0#&&,*2$&)1%)#37$GYC$*+$ 1++*%3$)*$&.#23;$ Stayinginisthenewgoingout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increase in ",)$123$"16#$1(&*$2##3#3$)*$0')$910=$*2$ )"#,%$(#,&'%#$10),6,),#&;$ !>7$?>?&$123$0*-.')#%$41-#&7$*%$ *2(,2#$1%#$+%##7$123$+*%$-1287$%#.%#&#2)$ video games in 2009 53% of us stay in #6#2$*(3@+1&",*2#3$9*1%3$41-#&$"16#$ -*%#$+'2$)"12$1$)%,.$)*$1$)%13,),*21($ compared with the 1(($.%*6#3$)*$9#$0*&)$#++#0),6#$,2@"*-#$ #2)#%)1,2-#2)$3#&),21),*2;$D()"*'4"$ !"#$*6#%:"#(-,24$%#10),*2$,&$)*$&,-.(,+8$ more. 59% spend )"#$:18$:#$(,6#$*'%$(,6#&;$H#1%(8$#6#%8*2#$ less when we go out 1()#%21),6#&;$A2$+10)7$:",(#$)*8$,23'&)%8$ &1(#&$:#%#$3*:2$2#1%(8$BC$&,20#$D.%,($ &1(#&$*+$2#:$6,3#*$41-#&$"16#$3#0(,2#37$ )"#%#$"1&$9##2$1$&,42,/012)$,20%#1&#$,2$ previous year ,&$0*2&,3#%,24$*.),24$+*%$1$&,-.(#%$(,+#$ 123$+*'%$,2$)#2$.#*.(#$&1,3$)"#$0*&)$*+$ BEEF7$&1(#&$*+$9*1%3$41-#&$,20%#1&#3$ )"#$&1(#$*+$-*%#$1++*%319(#$'&#3$41-#&7$
  • 2. 15% The impact on retailers Pub and bar drinking was shown to be down 2.8% in 2010 ]6#2$:"#2$.#*.(#$3*$)'%2$)*$*')@*+@"*-#$ N#12:",(#$eSX$'23#%)**=$1$f`GE$ (#,&'%#$3#&),21),*2&$123$10),6,),#&$)"#8$ -,((,*2$#5.12&,*2$)*$0%#1)#$YEE$ 1%#$,2&,&),24$*2$=##2(8$.%,0#3$ 2#:$*')(#)&$123$P7EEE$b*9&;$ *.),*2&$)"1)$&),(($3#(,6#%$",4"$(#6#(&$ *+$#5.#%,#20#$123$&1),&+10),*2;$ D)$)"#$&1-#$),-#$?*-,2*L&$I,1$ 122*'20#3$)"1)$,)$*').#%+*%-#3$,)&$ Staycation <2#$*+$)"#$-*&)$*96,*'&$0"124#&$,&$,2$ .%*/)$.%#3,0),*2&$98$BGC$,2$BEEP$ 123$*.#2#3$GE$2#:$*')(#)&;$ !""#$%&'()*#)*+,)-.*&#'./)012",) )"#$3#&),21),*2&$:#$1%#$0"**&,24$+*%$*'%$ "*(,318&7$1&$01&"@&)%1..#3$+1-,(,#&$&:1.$ +*%#,42$)%,.&$+*%$"*(,318$.1%=&$1)$"*-#;$ ]6#2$-*%#$)#((,24$,&$)"1)$?*-,2*L&$ 1(&*$%#.*%)#3$)"1)$1$)",%3$*+$)"#$B;c$ forStatisticstherewasarecord ^*(,318$01-.&$&'0"$1&$_')(,2&$123$ -,((,*2$"*'&#"*(3&$)"1)$,)$3#(,6#%#3$ +**3$)*$3'%,24$)"#$/%&)$&,5$:##=&$ 15%declineinthenumberof I*2),2L&$)"1)$1))%10)#3$1%*'23$1$-,((,*2$ 6,&,)*%&$1$:##=$3'%,24$)"#,%$.#1=$,2$)"#$ *+$BEEP$:#%#$2#:$0'&)*-#%&;$ tripsabroadin2009 `PaE&$1%#$#2b*8,24$1$%#21,&&120#$1&$ ]6#2$)"#$)%13,),*21($/&"$123$0",.$&"*.$ +1-,(,#&$),4")#2$)"#,%$9'34#)&;$A2$ ,&$.%*&.#%,24$,2$)",&$2#:$#26,%*2-#2)$ +10)$I*2),2L&$&1:$BE`E$U'--#%$ :,)"$f`$,2$#6#%8$f`EE$&.#2)$*2$+**3$,2$ 9**=,24&$%,&#$98$BEC; )"#$de$9#,24$&.#2)$*2$/&"$123$0",.&;$ The way forward D$%,&#$,2$)"#$1:1%#2#&&$*+$W4%##2L$"*(,318$ *.),*2&$"1&$1(&*$9##2$&,42,/012);$ !"#$%#0#&&,*2$123$",4"#%$.%,0#&$01'&#3$ ]1),24$*')$123$3%,2=,24$,2$.'9&$123$ -#-9#%&",.&;$!"#$(#,&'%#$,23'&)%8$+10#&$ !"#$H1),*21($X1%1612$X*'20,($RHXXT$ 98$%*0=#),24$*6#%"#13&$0*2)%,9')#3$ 91%&$h$:",0"$)*4#)"#%$100*'2)$+*%$ 1$)*'4"$),-#$,2$)"#$0*-,24$8#1%&$1&$,)$ "1&$&1,3$1%*'23$B$-,((,*2$#5)%1$01%1612$ )*$1$&#0*23$&'00#&&,6#$8#1%$*+$ cEC$*+$)*)1($(#,&'%#$&.#23$@$"16#$9##2$ )%,#&$)*$)#-.)$0'&)*-#%&$910=$)*$91%&7$ McDONALDS UK "*(,318&$1%#$(,=#(8$)*$9#$)1=#2$,2$BE``$ 3#0(,2,24$(#,&'%#$&.#23,24$,2$BEEP;$ #5.#%,#20,24$0*2)%1&),24$+*%)'2#&$ .'9&7$%#&)1'%12)&7$%#)1,($&.10#&$123$ 0*-.1%#3$:,)"$BEEF7$)1=,24$)"#$)*)1($ 3'%,24$)"#$.1&)$/6#$8#1%&;$]1),24$*')$ +*%#,42$"*(,318&;$A)$,&$6,)1($)"1)$)"#&#$ 2'-9#%$'.$)*$2#1%(8$`O$-,((,*2;$D$ X*26,20,24$0'&)*-#%&$)*$)%,1($,&$=#8$ Rg`a;aC$98$61('#T$"1&$&##2$4%*:)"$ 0*-.12,#&$3#-*2&)%1)#$)"#$M'1(,)8$*+$)"#$ +'%)"#%$YEC$*+$_%,)*2&$1(&*$)**=$)*$)"#$ :,)"$&#6#2$*')$*+$)#2$13'()&$,2$)"#$de$ R1(9#,)$:,)"$1$4%#1)#%$+*0'&$*2$61('#$&,20#$ #5.#%,#20#$)"#,%$.%*.*&,),*2$3#(,6#%&$123$ 4%#1)$*')3**%&$:,)"$01-.,24$"*(,318&$ ,2$BEEP$'.$+%*-$`cC$,2$BEEF;$ POSTED RECORD &)1),24$)"#8$%#4'(1%(8$)1=#$13612)14#$*+$ (#,&'%#$6*'0"#%&7$*++#%&$123$3,&0*'2)&$ 123$*6#%$"1(+$%#&#1%0"$.%,0#&$ )"#$%#0#&&,*2$9#412T$:"#%#1&$.'9K$91%$ 3%,2=,24$R@B;FCT$,&$*2$)"#$:12#$1&$)"#$ &#0)*%$%##(&$+%*-$)"#$W3*'9(#@:"1--8L$ )"#$61('#$,)$*++#%&;$ A2$0*2)%1&)7$]'%*.#L&$):*$9,44#&)$"*(,318$ *.#%1)*%&7$!dA$!%16#($123$!"*-1&$ SALES OF MORE THAN 9#+*%#$)"#8$4*$*'); *+$)"#$&-*=,24$912$123$0*-.#),),*2$ +%*-$0')@.%,0#$&'.#%-1%=#)$1(0*"*(;$ 贈200M X**=7$"16#$3%1&),01((8$%#3'0#3$)"#$ A2$BEEP7$)"#$(#,&'%#$,23'&)%8$:1&$:*%)"$ 3#)2'%)#4*)5#$,) 2'-9#%$*+$"*(,318&$9#,24$.')$*2$&1(#$ 1..%*10",24$fcE$9,((,*2;$D$PC$,20%#1&#$ ?%,2=,24$,2$.'9&K91%&$123$#1),24$*')$ )*$16*,3$9#,24$(#+)$"16,24$)*$3,&0*'2)$ *6#%$BEEO7$9')$&),(($`;GC$(*:#%$)"12$ ROYC$123$OEC$*+$13'()&$%#&.#0),6#(8T$ Contactusat "#16,(8$,2$)"#$(1)#$9**=,24$-1%=#);$ ,2$BEEF;$ 1%#$:"#%#$.#*.(#$1%#$-*&)$(,=#(8$ Lowdandklea.Com )*$"16#$-13#$0')910=&$1(%#1387$ Grubsup! !"#$9#&)@.#%+*%-,24$1%#1$*+$)"#$,23'&)%8$ 1(*24$:,)"$0('99,247$4*,24$)*$)"#$ X*2&'-#%$0"*,0#$,2$:"#%#$)*$#1)$:"#2$ 3'%,24$)"#$.1&)$/6#$8#1%&$"1&$9##2$ 0,2#-1$123$)%13,),*21($41-,24$ IN DECEMBER 2010 )"#8$3*$#1)$*')$"1&$'2&'%.%,&,24(8$ 0'()'%1($(#,&'%#$&'0"$1&$-'&,0$0*20#%)&$ &'0"$1&$9#)),24$123$9,24*;$ 9#2#/)#3$)"#$9,4$21-#&$,2$+1&)$+**3; 123$+#&),61(&$RgaO;YCT$:",0"$"1&$ A2$BEEP$N0?*21(3L&$*.#2#3$BE$2#:$ &"*:2$)"#$&)%*24#&)$4%*:)"$,2$)"#$(1&)$ i**=,24$+*%:1%37$2*2@i*))#%8$41-,24$ &)*%#&$123$0%#1)#3$OEEE$b*9&$,2$)"#$ 8#1%7$)"#1)%#$RgBc;cCT$123$-'&#'-&$ (**=&$&#)$)*$9#1%$)"#$9%'2)$*+$+')'%#$ de$:",(#$,26#&),24$1$+'%)"#%$fYc$ Rg`G;aCT;$D(($*+$)"#&#$1%#1&$"16#$ &.#23,24$%#3'0),*2&7$1(*24$:,)"$6,&,)&$ -,((,*2$,2$&)*%#$%#2*61),*2&; 9#2#/)#3$+%*-$&)%*24$,2@9*'23$)*'%,&-;$ )*$)"#-#$.1%=&7$0('99,24$123$"#1()"$0('9$