Norwich City of Stories Summer Trail

In summer 2026, Norwich was transformed into a free trail celebrating books, creativity and the power of imagination.

Launched on 18 July and running until 31 August, the Norwich City of Stories Summer Trail encouraged families, visitors and residents to uncover clues hidden across the city centre.

Organised by VisitNorwich, part of Norwich Business Improvement District (BID), and supported by headline partner Norwich Cathedral, the trail coincided with the UK’s National Year of Reading and celebrated Norwich’s identity as England’s first UNESCO City of Literature.

The Norwich City of Stories Summer Trail was free to take part in and could be enjoyed at participants’ own pace throughout the school holidays.

Visitors picked up a free trail map and visited locations across the city in search of storybooks displayed in shop windows and venues. Each stop revealled a letter clue, with visitors challenged to crack the hidden message to be in with the chance of winning a range of prizes.

Please complete our evaluation form below 

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Business Information

Business Name*

Business Name*

Participation & Engagement

How satisfied were you with your overall experience participating in the City of Stories Summer Trail?*

How satisfied were you with your overall experience participating in the City of Stories Summer Trail?*

Why did you choose to take part in the trail? (Select all that apply)*

Why did you choose to take part in the trail? (Select all that apply)*

Did you notice an increase in footfall during the event period?*

Did you notice an increase in footfall during the event period?*

Choose
Yes, significantly
Yes, slightly
No change
It decreased
Not sure

Did you notice an increase in sales during the trail?*

Did you notice an increase in sales during the trail?*

Choose
Yes, significantly
Yes, slightly
No change
It decreased
Not sure
Trail Components
How would you rate the following aspects?
(1 = Very poor, 5 = Excellent)

Clarity of information: (1 = Very poor, 5 = Excellent)*

Clarity of information: (1 = Very poor, 5 = Excellent)*

Trail marketing & promotion: (1 = Very poor, 5 = Excellent)*

Trail marketing & promotion: (1 = Very poor, 5 = Excellent)*

Communication with organisers: (1 = Very poor, 5 = Excellent)*

Communication with organisers: (1 = Very poor, 5 = Excellent)*

Ease of setting up your icon/displays: (1 = Very poor, 5 = Excellent)*

Ease of setting up your icon/displays: (1 = Very poor, 5 = Excellent)*

Trail map & materials: (1 = Very poor, 5 = Excellent)*

Trail map & materials: (1 = Very poor, 5 = Excellent)*

Impact on customer engagement: (1 = Very poor, 5 = Excellent)*

Impact on customer engagement: (1 = Very poor, 5 = Excellent)*

Marketing & Visibility

Did customers mention the Summer Trail when visiting your business?*

Did customers mention the Summer Trail when visiting your business?*

Which promotional materials worked best for your business?*

Which promotional materials worked best for your business?*

Event Impact

What benefits did your business gain from participating? (Select all that apply)*

What benefits did your business gain from participating? (Select all that apply)*

Did the trail encourage customers to stay longer or explore more of the area?*

Did the trail encourage customers to stay longer or explore more of the area?*

Suggestions & Future Participation

What aspects of the trail worked well for your business?

What aspects of the trail worked well for your business?

What could be improved for future trails?

What could be improved for future trails?

Would you be interested in participating in a similar trail again next year?*

Would you be interested in participating in a similar trail again next year?*

Are you interested in participating in other city centre events throughout the year?

Are you interested in participating in other city centre events throughout the year?

Please provide details of themes/events you’d like to see:

Please provide details of themes/events you’d like to see:

Final Comments

Any other feedback or ideas you’d like to share?

Any other feedback or ideas you’d like to share?

How much did participation in the City of Stories Summer Trail make you feel proud of Norwich as a place to work or live? (1 not at all - 5 very much)

How much did participation in the City of Stories Summer Trail make you feel proud of Norwich as a place to work or live? (1 not at all - 5 very much)

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