Natalie Dix, Cambridge BID | Hannah Hancock, CAMBAC | February 2026
Overview
As part of Cambridge BID’s ongoing commitment to supporting a safe, welcoming, and vibrant night-time economy, the Purple Flag team attended the January 2026 Welcome Back events at University of Cambridge – footfall of approx. 1,256 (19 January 2026) and Anglia Ruskin University footfall of approx. 2,000 (27 January 2026).
The purpose of attending these events was to:
· Engage directly with students
· Better understand their experiences and perceptions of Cambridge’s evening and night-time offer
· Gather feedback on safety, enjoyment, and spending habits
· Raise awareness of Purple Flag and partner safety initiatives
· Showcase the breadth of what Cambridge has to offer after dark
These events provide a valuable opportunity to listen to student voices, strengthen relationships with the student community, and ensure that city-centre services and initiatives continue to reflect their needs.
Survey Overview and Participation
A total of 51 students completed the Purple Flag survey across both Welcome Back events.
· 58.82% (30) studied at the University of Cambridge
· 41.18% (21) studied at Anglia Ruskin University
In terms of study level:
· 47.06% were first-year undergraduates
· 21.57% were master’s students
· 9.80% were PhD students
· The remainder were in other undergraduate or alternative study routes
This demonstrates strong engagement from early-stage students, who are often developing their first impressions of the city and its night-time economy.
Awareness of Safety and Support Initiatives
The survey highlighted mixed awareness of existing safety initiatives:
· Purple Flag awareness:
o Yes: 37.25% (19)
o No: 62.75% (32)
· Ask for Angela awareness:
o Yes: 60.78% (31)
o No: 39.22% (20)
· Taxi Marshals awareness:
o Yes: 25.49% (13)
o No: 74.51% (38)
· Open Space Guardians awareness:
o Yes: 21.57% (11)
o No: 78.43% (40)
While awareness of Ask for Angela is relatively strong, awareness of Purple Flag, Taxi Marshals, and Open Space Guardians remains low. This reinforces the importance of continued on-campus engagement and targeted communications with students.
Perceptions of Safety and Enjoyment
Feeling of Safety
Students were asked to rate how safe they feel on a night out in Cambridge (1 = not safe, 10 = very safe):
· Average score: 7.51 / 10
· Over 58% rated safety at 8 or above
This indicates a generally strong sense of personal safety among students when socialising in the city.
Enjoyment of Nights Out
Students also rated how enjoyable they find nights out in Cambridge:
· Average score: 7.02 / 10
· Nearly 41% rated enjoyment at 8 or above
While overall enjoyment is positive, it is slightly lower than safety ratings, suggesting opportunities to further enhance the city’s evening offer.
Student Behavior and Preferences
Venue Preferences
When asked which venues they typically choose, responses showed a diverse mix:
· Bars / Pubs – 26.92%
· Restaurants – 21.54%
· Nightclubs – 18.46%
· Fast Food Venues – 15.38%
· Theatres / Cinemas – 15.38%
This demonstrates that students engage with a broad range of cultural, hospitality, and entertainment venues rather than focusing solely on nightlife.
Average Spend
Typical spending on a night out:
· £0–£25: 66.67%
· £25–£50: 25.49%
· £50+: 7.84%
Most students operate within a low to moderate budget, highlighting the importance of affordable and accessible offers.
Qualitative Feedback
Open-ended questions asked students what could improve nights out and what words they associate with Cambridge after dark.
Although response numbers were lower, these comments provide valuable qualitative insight into:
· Desired improvements
· Perceptions of atmosphere
· Expectations around variety, affordability, and late-night activity
These responses can inform future programming, partnerships, and communications.
Key Findings
From the survey and engagement activity, several key themes emerged:
1. Strong Engagement with First-Year Students
Nearly half of respondents were in their first year, highlighting the importance of early engagement in shaping long-term perceptions.
2. Positive Perception of Safety
With an average score of 7.51/10, Cambridge is widely viewed as a safe place for nights out.
3. Moderate Enjoyment Levels
Enjoyment is good but could be strengthened through more diverse and engaging evening experiences.
4. Low Awareness of Key Initiatives
Awareness of Purple Flag, Taxi Marshals, and Open Space Guardians remain limited.
5. Budget-Conscious Audience
Two-thirds of students spend under £25, reinforcing the need for value-driven offers.
6. Diverse Use of the City
Students use a wide range of venues, supporting Cambridge’s mixed economy of culture, food, and nightlife.
Impact and Value of Attending Welcome Back Events
Attending the Welcome Back events delivered clear benefits:
· Enabled face-to-face engagement with over 50 students
· Provided evidence-based insight into safety and enjoyment perceptions
· Increased visibility of Purple Flag and partner initiatives
· Strengthened relationships with both universities
· Supported long-term student integration into the city
These events remain a highly effective channel for gathering intelligence and building trust with the student community.
Conclusion
The January 2026 Welcome Back engagement programme successfully met its core objectives of engaging students, understanding their perspectives, and promoting Cambridge’s night-time offer.
The findings confirm that students generally feel safe and enjoy nights out in Cambridge, while also highlighting clear opportunities to improve awareness, accessibility, and variety.
By continuing to invest in student engagement, Cambridge BID and its partners can ensure that the city remains welcoming, inclusive, and attractive to its growing student population, strengthening both the night-time economy and the wider visitor experience.
