"41 days and nights of activity that ranged from BBC Children in Need, to the Christmas Lights Switch On, to a Frankfurt Christmas Market, outdoor ice rink, Aston Hall by Candlelight, Diwali, shopping at Christmas, world class theatre and arts plus, of course, New Year's Eve with its massive 100,000 audience."
Chubb realised that with so many events competing for visitors, marketing them as individual occasions would be expensive, time-consuming and ineffective in acquiring sponsorship or funding. What the events needed, he decided, was a "generic banner under which they could all sit". His team settled on 'Winterval' – a portmanteau of 'winter' and 'festival'.
Little did he or anyone else on the events team realise that this name was to found one of the most persistent urban myths of modern times, and that 11 years later he would be writing an article explaining – again – what the event was and how it was never about renaming or banning Christmas.