As part of plans to help deliver a vibrant and attractive city centre in the run up to Christmas, Sheffield Business Improvement District (BID) is working behind the scenes to transform a previously empty city centre unit into a new festive-themed pop-up visitor attraction.
Santa’s Study, one element of the BID’s wider Sheffield Christmas programme, will open its doors to the public in its new home on Fargate. The unit, which was previously home to Paperchase, is being given a new lease of life for the festive season thanks to the BID’s family-friendly attraction.
Diane Jarvis, Head of Business Operations at Sheffield BID, said: “Santa’s Study is adding something really special to the city centre’s festive plans this year and we’re sure it will be a big hit with visitors for a second year running. It’s important the city centre offers memorable experiences, such as Santa’s Study, to encourage families to visit and spend time here. We’re confident that Santa’s Study will deliver a city centre attraction with a real wow factor.”
Santa’s Study, located on Fargate, will offer a city centre wonderland for children to write their letters to Father Christmas. Santa’s team of elves will be on-hand to help make sure that every letter makes its way safely to the North Pole ahead of the big day.
Diane added: “Repurposing a previously empty retail space into a festive visitor destination, and working with local Sheffield artists Ruby Fox and Ruthie Ford, is extremely rewarding. We’re also grateful to the property owner AEW UK REIT Plc for helping to make this possible. We can’t wait to welcome visitors over the coming weeks and hope Santa’s Study will provide a real boost to local businesses in helping to drive footfall, dwell time and spend into the city centre.
“Many people continue to be impacted by the cost of living, so it’s important to deliver free and inclusive activities that encourage people to visit Sheffield city centre this Christmas. We hope that our contribution to what is already shaping up to be a strong festive programme across the city centre will enhance the city’s Christmas offer this year.”
Henry Butt of AEW said: “We’re delighted to help create a new and exciting environment to attract new visitors to the city. This festive partnership with the BID offers families a fun, free and fully immersive Christmas experience. It’s the perfect opportunity for us to support a great meanwhile use initiative that in turn benefits local businesses whilst the regeneration of Fargate continues.”
Santa’s Study will be open every Saturday and Sunday between 25 November and 24 December. It will also open daily from Monday, 18 December right through until 4pm on Christmas Eve. For full opening times and additional visitor information visit: www.sheffieldchristmastrail.com.
