Report prepared by: Natalie Dix, Cambridge BID | Hannah Hancock, CAMBAC | October 2025
Why We Attend Student Events
Engaging directly with students at the start of the academic year remains a key element of Cambridge Purple Flag, managed and ran by Cambridge BID (Business Improvement District) and CAMBAC (Cambridge Business Against Crime). Attendance at Fresher Fairs and related student events enables us to introduce new students to city safety initiatives, share key information about Cambridge’s night-time economy, and gather first-hand feedback about their experiences.
These events strengthen awareness of the partnerships that keep Cambridge safe after dark — including Ask for Angela, Taxi Marshals, Open Space Guardians, and the Business Against Abuse scheme.
In 2025, we also introduced the “Welcome to Cambridge” goodie bags, filled with branded merchandise, discount offers, and vouchers generously provided by a range of local businesses. These bags were designed to encourage students to explore the city’s hospitality and retail offer while highlighting the support available to them.
Alongside these activities, Welcome Week served as an essential opportunity to engage with new students as they settled into Cambridge. It allowed us to provide essential information, introduce key city safety initiatives, and build positive early connections with those joining both universities.
Building on the success of previous years, our 2025 engagement placed renewed focus on listening to student voices, capturing detailed perceptions of safety, spending, and social activity to inform future Purple Flag delivery.
Overview of 2025 Student Activity
Fresher Fairs
This project was funded by Cambridge BID, with additional funding support from the OPCC Safer Streets Summer Initiative (Keeping Town Centres Safe) towards the stalls and activities delivered throughout the engagement programme.
Anglia Ruskin University (ARU) Fresher’s Fair – 16 September 2025
Held at ARU’s Cambridge campus, this event welcomed around 1,500 (expected footfall, as provided by Native – third-party supplier for stall bookings) students. Cambridge BID and CAMBAC engaged through goodie bags, communication about Purple Flag. We also had over 200 surveys completed and distributing items promoting safety and wellbeing. Goodie bags were handed out in exchange for hearing their voices through a simple 12-question survey covering perceptions of Purple Flag and the night-time economy. We also had conversations highlighting a strong want and need for low or no-alcohol events and social opportunities in the city
University of Cambridge Fresher’s Fair – 7–8 October 2025
The University of Cambridge Fresher’s Fair was held on Parker’s Piece and welcomed approximately 7,000 students per day (expected footfall, as provided by Native – third-party supplier for stall bookings). We attended Day 1, gathering more than 250 survey responses and introducing Purple Flag to a mix of new undergraduates and postgraduates. Students were particularly interested in spiking awareness and inclusive venues such as LGBTQ+ spaces and late-opening cafés.
Student Night – Grand Arcade – 8 October 2025
Grand Arcade kindly offered Cambridge BID a stall free of charge in support of the Purple Flag initiative for the Student Night. At this event, Cambridge BID and CAMBAC engaged with students by offering a small selection of giveaways, with the main feature being entry into a raffle to win a £50 Love Cambridge Gift Card in exchange for completing a short survey. This event opened an avenue to reach students from across all educational institutions in Cambridge – including universities, colleges, sixth forms, and international students based in the city. This collaborative activity further reinforced the connection between Cambridge’s safe, welcoming nightlife and its vibrant retail and hospitality offer.
Across all three events, more than 500 students completed surveys, and over 1,000 safety items were distributed. The consistent face-to-face engagement remains a vital channel for reaching new students and gathering insight that shapes future city-centre planning.
College Talks
Cambridgeshire Police with partners CAMBAC and Cambridge BID led on the delivery of additional student engagement activity, Cambridgeshire Police and CAMBAC lead on the presentation talk, and Cambridge BID led on the presentation PDF and materials to support the talks. The college talks and the creation of an informative PDF document shared with colleges across the city, ensuring consistent communication of Purple Flag safety messaging and night-time guidance to the student community.
· Clare College
· Wolfson College
· Hughes Hall
· Trinity Hall
· Sidney Sussex
· Murray Edwards
· Homerton College
· Churchill College
· Peterhouse
· Selwyn College
In total, across these colleges, Cambridge BID, CAMBAC, and Cambridgeshire Police collectively engaged with over 1,000 students throughout the Fresher period across all fresher talks.
The presentation was also shared with porters from every college to ensure the information reached all students effectively.
Anti-Spiking Awareness Week
As part of the broader student engagement programme, this dedicated national initiative complemented the Fresher Fairs and College Talks by focusing on direct awareness raising and collaboration across local partners.
In parallel with the student engagement programme, Cambridgeshire Police launched their annual Anti-Spiking Awareness Week (15–21 September 2025), coinciding with ARU Fresher’s Week. The campaign focused on raising awareness of alcohol-based spiking, dispelling myths, and reinforcing that spiking is a criminal offence carrying penalties of up to ten years’ imprisonment. Digital boards were displayed across both universities, and officers worked closely with licensed venues to encourage reporting and proactive safety measures. Cambridge BID and CAMBAC supported the campaign through their presence at ARU, aligning key messaging with the city’s Purple Flag initiative and wider student safety activities. For more details, see the Cambridgeshire Police news release: Spiking in the spotlight as students return (short link: cambs.police.uk/spiking2025).
Survey Data Overview (2025)
Sample size: 539 students (ARU, University of Cambridge and Sixth Form colleges)
Category
Key Findings
Awareness of initiatives
Purple Flag – 17.6% aware · Ask for Angela – 57.3% · Taxi Marshals – 13.5% · Open Space Guardians – 10% awareness → continued need for on-campus visibility.
Safety Perception
Average score 6.88 / 10 (median 7) — a slight increase on 2024’s 6.79, indicating steady confidence in Cambridge’s night-time environment.
Enjoyment
Average 6.91 / 10 (median 7) — consistent with previous year and reflecting strong enjoyment levels among first-year students.
Spending Patterns
49% spend £0–25 per night out; 36% spend £25–50; only 3% spend over £75. Students remain cost-conscious amid rising living costs.
Preferred Venues
Bars/Pubs 63% · Restaurants 53% · Nightclubs 43% · Fast Food 36% · Theatres/Cinemas 39% → growth in cultural and non-alcohol options compared with 2024.
Qualitative responses reinforced interest in affordable, inclusive social spaces and better lighting in the night-time economy. Students highlighted venues like Everyman Cinema, Boom Battle Bar, and Box Rooms as welcome alternatives to traditional nightclubs.
Key Findings and Themes
The 2025 survey results build on previous years’ insights, highlighting consistent patterns in student behavior alongside some new emerging themes:
Safety Perception
· The average safety rating of 6.88 out of 10 marks a small yet positive improvement from 2024.
· Most students reported feeling “fairly safe”, with few scorings below 5.
Comments reflected a strong appreciation for visible policing, CCTV coverage, and initiatives such as Ask for Angela.
· However, there remains a desire for better lighting on key routes, more security and/or police options, and clear signage for taxi ranks and emergency help points.
Spending Habits
· Nearly half (49%) of respondents spend less than £25 on a night out, reflecting continued cost-of-living pressures.
· Only 3% reported spending more than £75.
· Many indicated they now priorities free or low-cost experiences such as film nights, student discounts, and informal gatherings over larger night-club events.
Enjoyment Levels
· With an average enjoyment score of 6.9 / 10, students continue to value Cambridge’s friendly atmosphere and variety of venues.
· Respondents most frequently used words such as “vibrant,” “safe,” “community,” and “historic” when describing the city after dark, echoing last year’s feedback.
Venue Preferences
· Bars and Pubs (63%) remain the most popular choice, followed by Restaurants (53%) and Nightclubs (43%).
· There was a clear rise in interest for Theatres and Cinemas (39%), as well as “Other” venues such as escape rooms, live music nights, and gaming lounges.
· This supports a growing trend towards diverse, non-alcohol-led social experiences that appeal to a broader range of students.
Emerging Themes
1. Inclusivity: Demand continues for more LGBTQ+ events and accessible night-time spaces.
2. Wellbeing: Increased curiosity around mental-health-friendly venues and safe spaces.
3. Community: Students want to feel more connected to local independents and city culture.
Year-on-Year Comparison (2024 → 2025)
Conclusion
The 2025 student engagement program reaffirmed the importance of early, personal connection with students as they join the city. Despite a modest drop in awareness figures, students continue to feel confident and safe within Cambridge’s night-time economy, with growing interest in inclusive, creative, and non-alcohol social spaces.
Ongoing collaboration between Cambridge BID, CAMBAC, and university partners will ensure the city remains a vibrant, welcoming, and safe place to study, live, and explore after dark.
“Students are the heart of our night-time economy’s future. Their feedback helps shape the city into one that’s safe, inclusive and full of life. Cambridge BID is proud to champion that journey every year.”
— Natalie Dix, Head of Marketing & Communications, Cambridge BID
