ST STEPHEN'S shopping centre is seeking to boost fashion footfall with a day at the races. The retail precinct is reaching out to the 12,000 women expected to attend The Journal Ladies Day on Wednesday at Beverley Racecourse.
It will run a style marquee with a catwalk and beauty demonstrations in an bid to reach new markets.
Manager Jim Harris said 75 per cent of his shoppers were women, with 70 per cent of that group under 30, and the move was designed to reach out to them.
He said: "We're very keen to expand our catchment.
"What we've seen, particularly over the past two or three years, is the strength of the St Stephen's brand across the region.
"Heading up towards Beverley, Driffield and Bridlington, there's a large proportion of our customers over there and we're very keen to show them what we've got to offer."
The centre already houses fashion chains, including, Topshop, New Look and River Island.
However, although footfall is strong, Mr Harris thinks it is important to stay ahead of the curve.
He sees racing as a growth area and ladies days, when courses are at their most fashionable, are an ideal time to promote retail.
Mr Harris said: "There are nine racecourses across Yorkshire and racing is getting more and more popular.
"When we sat down and talked to the racecourse, they were very keen.
"The feeling was it was time to ramp things up and there was scope to do something extra special."
Journal Ladies' Day has been running for 22 years and is a highlight of Beverley's social calendar.
It last year attracted more than 10,000 visitors, with prizes given to the best- dressed ladies.
St Stephen's has also been offering 160 VIP passes, granting buyers access to exclusive fashion shows.
There are 110 Exclusive VIP upgrades, offering seats at the opening fashion show of the day, champagne on arrival and a St Stephen's goody bag.
A further 50 Ultimate pass holders will get the same hospitality and also be treated to a free breakfast at Nando's restaurant in St Stephen's, followed by travel from the shopping centre.
The Style Marquee will be open throughout the day and activities will be compered by former Big Brother contestant Dan Bryan.
Businesses including Alexander Hair and Beverley's De Lacy Spa, which is providing hair and make-up for models, will have stands.
Footfall rising month by monthVISITOR numbers at St Stephen's Shopping Centre are growing month by month, the latest footfall figures from Hull Business Improvement District (BID) suggest.
The statistics for May revealed it was used by about 877,000 shoppers, an increase of about 8 per cent on the same month last year.
When the numbers were revealed, centre manager Jim Harris said: "People who have shopped elsewhere have realised we've got a very good offer.
"There's fantastic-value parking and the city is a nice place to shop.
"We're seeing lots of regular customers and people who perhaps in the past have gone elsewhere are coming to the city."
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