potential shoppers like cultural activities, social events and ... will make their high street unique and capitalising .
association of town & city management
High Street Renewal Fund 2013
CONTENTS
Foreword from Minister Brandon Lewis, MP
4-5
Rotherham
6-7
Ipswich
8-9
Altrincham
10-11
Gloucester
12-13
Old Northam Road
14-15
Market Rasen
16
Herne Hill
17
Final Word
18-19
This report shows it’s not just about the money - it’s the ambition, creativity and determination that is making a difference in these towns.
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www.atcm.org
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FOREWORD This year’s World Cafe of Ideas is all about retaining and developing local businesses and making sure high streets remain active and exciting. This is something I wholeheartedly welcome. High streets are changing and this Government is committed to help communities adapt their high streets to those changes.
Brandon Lewis, MP Minister for High Streets
We have done lots following Mary Portas’ review to help - creating town teams, lifting planning and parking restrictions, doubling small business rate relief and setting up the Future High Street Forum to drive forward new ideas and policies. In addition, we have offered a multi-million pound package of support that the seven towns in this brochure have had access to. Those seven towns have taken action and tried out a host of new ideas to revitalise their high streets using our High Street Renewal Award. The results are not only having an immediate impact in reviving the fortunes of their high streets but they are laying the foundations for sustainable
prosperity over the long term. For example, Rotherham’s efforts have seen 44 new shops open, reducing the boarded up shops, increasing footfall and signing up 100 shops to their local loyalty card scheme. Most importantly of all, shopper satisfaction has soared. The striking thing in the prospectus is that these are things that any town could pick up and adapt to their own circumstances. The seven case studies all have some common themes to draw on. They have a shared vision for what they want to achieve and a clear plan with strong support from local leaders to deliver it. They are getting the basics right - attracting new businesses, reducing parking charges and sprucing up their streets. They are dealing with the problems that hold high streets back, whether that’s empty shops or vandalism. They are getting the balance right between shopping and other activities that attract potential shoppers like cultural activities, social events and community gatherings.
Britain’s shopping culture is changing rapidly – but with savvy investment and strong leadership our high streets will remain the backbones of our communities for decades to come.
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Most importantly of all, they are working out what will make their high street unique and capitalising on those retail strengths to build a sense of loyalty and pride among locals that can get shoppers away from their laptops and lure them from far and wide. This report shows it’s not just about the money - it’s the ambition, creativity and determination that is making a difference in these towns. Britain’s shopping culture is changing rapidly – but with savvy investment and strong leadership our high streets will remain the backbones of our communities for decades to come. It will take flexibility, imagination and a willingness to adapt but these are the hallmarks of the British entrepreneurial spirit. The towns showcased in this booklet have those qualities in spades. They represent great success stories, and I’m convinced that success can be replicated around the country.
High streets are changing and this Government is committed to help communities adapt their high streets to those changes.
www.atcm.org
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Gallery Town This partnership project sees the town centre act as an open air art gallery including artwork by famous and local artists, as well as those of school children and college students. There are nearly 100 pieces on display in 60 different sites within the Town Centre, one of the favourite sites being a mini gallery of children’s artwork. The project has now been expanded to showcase artwork inside business premises as part of the art-trail and the artwork will continue to be refreshed based on feedback from residents and visitors.
Rotherham Town Centre About Rotherham
Challenges
Rotherham is a thriving borough in South Yorkshire, in the north of the UK. It is home to over 250,000 residents with two million people living within half an hour’s drive. 70% of the borough is rural, with beautiful countryside and attractive, picturesque towns & villages. The former-industrial and historic market town of Rotherham is at the heart of the borough, providing an attractive, compact location with pedestrianised shopping areas radiating from the magnificent Rotherham Minster.
t As a town centre facing stiff competition from both nearby Meadowhall Shopping Mall and Parkgate Retail World, an independent study in 2010 identified Rotherham as having the highest amount of retail competition in the UK t Like many others, Rotherham Town Centre had experienced the impact of the economic downturn; following the relocation of some high street names to the nearby out-of-town shopping destinations. A number of the high street stores that ceased trading nationally were represented in Rotherham leaving a comparably high vacancy rate on primary shopping streets t Whilst Rotherham boasts a loyal customer base who make regular trips, it was clear that there was an opportunity to reduce the significant leakage of expenditure of Rotherham’s residents to out of town shopping destinations t Above all, it was clear that Rotherham needed to redefine its role as a shopping destination which presents a unique and distinct offer and serves the needs of residents, workers, students and visitors
Key Milestones to Success and Best Practice solutions... Rotherham has based their high street strategy on the recognition that independent shops and an attractive leisure offer help differentiate the town centre from that of their nearest competitors. The potential to reduce the leakage of expenditure was based on sound research with both existing and potential town centre shoppers. The Retail & Investment Team offer a service within Rotherham Borough Council focusing on ensuring the town centre has a distinctive, appealing and above all relevant retail & leisure offer. They have helped bring new retail offers to the high street and grow existing businesses. A traditional sweetshop, the county’s only Temperance Bar, a number of clothing, homeware & gift stores and a vintage shop are recent examples of new additions to the High Street following a variety of incentives. 6
The results of their efforts through a co-ordinated partnership approach are evident; t Significant footfall rise 2 years running (6% and 8% in 2011 & 2012 respectively) t 7% reduction in vacant units since 2010 (April 2013) t A net increase of 44 new businesses in the town centre over a 3 year period t An impressive increase in the satisfaction level of Rotherham shoppers, in February 2012 35% of shoppers stated that their main reason for choosing Rotherham is because of the ‘good range of shops and services’ – this is compared to only 2% 3 years ago. 92% of shoppers were very satisfied or satisfied with the independent shopping in 2012 compared to 42% in 2009 The projects are based on a detailed understanding of who their existing and potential customers are and what they wanted from the town centre.
Business Vitality Grants Scheme The scheme aims to increase the quality and diversity of the retail offer and reduce the number of vacant units by offering rental and capital fitout grants to new businesses. To date 24 new businesses have benefitted from this scheme with a continuing stream of enquiries. The scheme was expanded in 2011 to support credible national retailers & leisure operators who could further add to the offer.
Pop up Shop
of the potential of some of the existing businesses, a new focus included developing and growing existing specialist retailers where they could demonstrate potential growth and where they have the ability to positively contribute to the overall shopping offer.
Street Cafe Grants In order to enhance the appeal of Rotherham Town Centre, a grants scheme was launched to help businesses introduce quality outdoor seating, enclosure barriers and parasols, all designed to increase the capacity and profitability for existing food & drink businesses and improve the overall ambience and atmosphere. The grant is so far supporting 6 businesses within the town centre.
Rotherham has actually created retailing that’s about a real experience and service, which is something we’ve lost. To bring new retailers back into town requires financial support, management support and business support, which I found quite inspiring- really impressive town trying to give new and unique retailing to the customer. Loved their can do attitude.
Mystery Shopping/ Customer Service Launched in October 2012 with 173 businesses signed up, the initiative has been very successful in offering an independent mystery shop, plus funding and mentoring support to businesses with customer service training, visual merchandising and physical improvements to shop frontages.
Shop Local Launched in July 2010 the ‘Shop Local’ brand aimed to reinforce the message that shopping local equates to value for money, a unique offer, quality goods and services and provides a boost to the local economy & employment. The brand was linked to all town centre projects (e.g. parking/ events/ markets) and was rolled out as part of a significant marketing campaign through local press and radio, merchandising, promotions, events & roadshows.
The scheme accommodates new start retailers looking to test the market, gain valuable experience and generate a customer base which would allow them to take on the lease on a permanent basis or else expand to their own premises. Unlike other similar schemes, the opportunity is not time limited to a matter of weeks but instead offers space for up to 1 year, with rental increments accordingly.
t A loyalty card was developed and to date 105 businesses have signed up to the scheme, each offering a unique incentive
Business Development Grants
t 2014 will see a combination of local celebrities and Rotherham personalities sign up to promote the ‘I shop’ campaign, setting an example to their fellow residents
As part of the successful bid to Portas Pilot Round 2, the highly successful Business Vitality Grant Scheme was further expanded, and in recognition
How High Street Renewal funding will help Rotherham - Next steps...
t 16,000 Rotherham residents have registered for a card, offering further opportunities for targeted marketing campaigns through effective data collection
Mary Portas
Marketing Grants
Pop Up High Street
As a support mechanism, Rotherham council has also introduced Marketing Grants to enable businesses to grow and develop by providing them with resources and finances to actively promote their businesses through the appropriate and relevant channels (as identified within their own marketing strategies). This also allowed them to further promote the ‘Shop Local’ messages within their own campaigns.
The ‘Pop up High Street’ is designed to represent the town centre outside of its location allowing a sample of town centre retailers to showcase their offer in prime locations. This included ‘Shopping @ Riverside’ which enabled businesses to trade for a day in Rotherham’s new Council offices located on the edge of town (housing 2,000 employees and would-be customers). In partnership with British Land this also enabled 6 retailers to set up stall at the out-of-town retail park to sell their wares, promote the different offer that can be found and
drive footfall for the benefit of all. There are 4 further events planned over the next year.
Empty Shops Initiative The Empty Shops Initiative sought to find shortterm temporary uses for vacant units and to improve the appearance of empty properties until they were re-let or redeveloped. In the last 2 years 25 vacant units have been included in the initiative through a number of solutions; including vinyl window coverings, promotions of local events, art competitions and temporary occupation for high profile exhibitions and performances.
The High Street Renewal Fund of £268k will allow Rotherham to continue to deliver a substantial, sustainable business support programme. The focus will be on further expanding the range of opportunities at entry level, essentially creating a ‘supply chain’ of new businesses from incubation through to leasing their own unit. Through effective working partnerships with local colleges, The National Retail Skills Academy (The Source), Rotherham Youth Enterprise and other partner organisations they will be able to offer employment opportunities at every level, from talented students looking to sell their merchandise for the first time to experienced innovative business people looking to evolve and expand their market in Rotherham. t A shared retail space model which will enable new retailers ‘test trading’ space, for up to a year in a professional, well-managed environment, allowing a low cost option to enter the market whilst learning the art of retailing and business management t The project will be accommodated within an attractive historic building, right in the heart of the town centre’s conservation area amidst the cluster of specialist retailers already trading, and will host a minimum of 20 exhibitors at any one time t The building will also offer 2 stand alone ‘Popup-Shops’ allowing retailers the flexibility to expand into their own unit adjacent to their current location and bridge the gap between the shared retail space and a permanent fixed term lease on their own premises The key success factor for Rotherham is about providing the relevant support and resources at the appropriate level, complementing the range of initiatives already in operation and ensuring their investment is part of a sustainable plan encouraging growth and expansion for the town centre and its retail and leisure sector.
www.rotherham.gov.uk www.rotherhamtowncentre.co.uk
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Ipswich Town Centre About Ipswich
Challenges
Ipswich – not daunted by out of town shopping centres, or emerging retail destinations on its doorstep, Ipswich Town Centre has developed its own identity and brand allaboutipswich.com, encapsulating the historical influence, modern contemporary retail and leisure offer, and the stunning waterfront development to create a unique and unrivalled destination for both visitors and local residents.
Like so many other towns, Ipswich has experienced the problem of needing to change to suit today’s consumer. The shopping core evolved to meet retailers’ needs as a narrow and extended string of streets aligned East-West. High Street retail decline has revealed this as an inefficient layout for shoppers with the two ends furthest from prime pitch in a permanent state of semi-blight and buildings, usually converted dwellings, unsuitable for modern retailers.
Ipswich has evolved into a regional Centre of Excellence with an abundance of stylish places to eat and drink, great shopping with an impressive retail footprint - a strong mix of branded retailers combined with a wealth of smaller independent shops, and excellent leisure and entertainment facilities. Its vibrant shopping district and variety of entertainment facilities are complemented by over 800 acres of parkland and open space and its central conservation area boasts more than 600 listed buildings, including 12 medieval churches.
The evolving waterfront development became Ipswich’s new USP by 2011 boasting apartments, hotels, restaurants, University, Dance Theatre and a marina. This was gradually becoming a destination attracting growing numbers of visitors of a different demographic to the declining retail core. The Waterfront and the retail district are separated by only 500 metres, and the town realised that its survival lay in spreading the expanding activity at the Waterfront back into the traditional retail core. Many started initiatives of their own but from 2011 onwards the Business Improvement District (BID) company, Ipswich Central, working with its partners began a concerted initiative to spin the axis of the town from East-West to NorthSouth connecting the prime retail pitch with the Waterfront. This bold initiative to abandon a challenging geographical layout and embrace a new format blending traditional high street with leisure uses such as the marina, is endorsed by emerging national debate and policy formulation as mentioned in the Portas review. Tangible ‘bricks and mortar’ successes of the initiative are evident, but the innovative thrust has been the less quantifiable transformation of the mind-set of the community which has quickly readjusted to and embraced the concept. The dressing of both shop windows and in many cases shopworkers in maritime regalia in all parts of the town during the ‘Celebrate Ipswich’ weeks of 2012 eloquently illustrates this. The shared experience of so many groups in the town has been an overwhelmingly positive
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participation in the creation of a new urban identity and culture and is particularly notable against a national backdrop of retrenchment and decline. It is evident that the success of the initiative is a result of a clear vision, supported by a strong and engaged partnership between the public and private sector, who value and enjoy working together to ‘shape’ the future development of Ipswich.
Key Milestones in Achieving Success... t Ipswich Central was formed in 2007 and in 2011 businesses voted with a firm yes for Ipswich Central to continue to act on their behalf. In fact, the BID company received the highest aggregate first ballot results in the UK which gave the BID company an absolute mandate to continue on their behalf t Setting the strategy, and implementing the core values that support the original vision for Ipswich Central incorporating… Place Shaping To ensure Ipswich stands apart from other locations and become known as East Anglia’s Waterfront Town Centre. Place Management To meet visitors and investors’ expectations by ensuring that the BID zone is cleaner, safer and more appealing. Place Marketing To encourage economic capital into the BID zone in the shape of new business, property development, visitors, employees and students. t Central to this has been the promotion of the combined Ipswich Central ‘Vision’ and the associated Borough Council ‘Town Centre Masterplan’ encompassing the aspiration and delivery mechanisms to achieve a realignment from East-West to North-South anchored around The Waterfront t Both campaigns were widely publicised and debated through local media and public consultation in a successful policy to provoke local reaction and channel the growing enthusiasm for the initiative. This was supplemented by numerous tangible developments
Since 2007, Ipswich Central has introduced more than £4 million of investment to the heart of the town.
t In October 2011, Ipswich Central and Wrenbridge developers jointly hosted the launch of a major property redevelopment of the town centre printing works, the largest ownership in the ‘transition zone’ between the retail core and Waterfront t In September 2012, Ipswich planning committee granted planning permission to change the use of the Buttermarket Shopping Centre to a multiplex cinema with around 10 supporting leisure / restaurant units t In the same month, work commenced on the Travel Ipswich package of government funded transport improvements which include measures to pedestrianise/enhance North-South routes t In August 2011, Maritime Ipswich, a weekend festival centred on the Waterfront was reinstated after a gap of several years attracting over 55,000 visitors. In August 2012, Ipswich Central combined this success with growing town-wide identification with the Waterfront with a fortnight ‘Celebrate Ipswich’ event boosting footfall and spend by 10%. The 2013 event attracted a record 70,000 visitors to the area
Vision It was the demonstrable evidence of success in the delivery of past initiatives, combined with the strong leadership and vision for such ambitious future projects that set Ipswich apart from other towns and cities and identified it as a winning location, focusing heavily on ‘Celebrate Ipswich’ East Anglia’s Waterfront Town Centre concept. It is the only BID to receive High Street Renewal Award funding.
Turning the Vision into reality... The High Street Renewal Award fund allows Ipswich to deliver a sustainable vision that transforms the connectivity for the town centre. The vision for Ipswich is based on 3 distinct connections; Historical - The riverside location defined the purpose of the settlement for many centuries. Physical - Connecting and improving the physical spaces between town and waterfront zones. Emotional - Reasons to believe and celebrate that Ipswich is East Anglia’s Waterfront Town Centre.
Delivery of the Vision, Best Practice Initiatives and how High Street Renewal Award supports this...
The Ipswich Central Management Team have created a culture of delivering their vision as a working partnership, and regularly carry out engagement and consultation exercises with partners and the business community. The future plans for ‘Turning our town around’ were discussed and refined with a focus group and then presented at an event in September 2013, where over 200 local businesses and partner organisations attended. The following projects are to be delivered as part of this future vision, and as a result of receiving the award funding… t The values behind the vision will be communicated using the town brand, ‘All About Ipswich’ via an exciting awareness and marketing campaign for 2014 t As key transition areas, The Blackfriars and The Saints will receive an allocation of the award funding to further enhance them and increase awareness of their own individual qualities t The award will allow for the provision of market stall infrastructure to activate the brand on the street and bring lively markets to the transition areas t A free All About Ipswich shuttle bus will physically enable people to move between the town and waterfront areas t The award funding will provide money for Ipswich to create a suite of iconic images to promote the town and a suite of videos showcasing Ipswich at its best. This will combine with targeted print and online media t As well as a general awareness campaign, the BID will use award funding to extend existing marketing projects such as the successful Celebrate Ipswich Festival including the very popular Maritime Festival t With history playing a major role in the vision, the BID will provide a Heritage campaign t As Suffolk’s county town, the BID will provide a Food and Drink Fortnight in conjunction with Ipswich Borough Council and extend the marketing with award funding money In addition to the initiatives and events funded by High Street Renewal Award funding, Ipswich is also set to deliver an ambitious and impressive promotional programme to raise the profile of Ipswich, add vibrancy to the existing events calendar, and secure Ipswich’s future as a destination of choice for visitors who want to enjoy a great shopping and retail offer in a stunning waterfront location.
www.ipswichcentral.com www.allaboutipswich.com
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Altrincham Town Centre About Altrincham
Challenges
Altrincham is Trafford’s largest town with an historic Charter Market, it is also well known for a wide variety of high quality specialist and contemporary high street retailers, a well established market and good office accommodation, a contemporary offer within a heritage setting.
Despite its advantages, Altrincham Town Centre recognised a number of major challenges, preventing it from fulfilling its significant potential:
The town is situated in close proximity to affluent rural Cheshire and is 8 miles south of Manchester city centre. The immediate population is made up of an exceptionally high number of professionals, captains of industry and homeowners. Altrincham offers excellent accessibility, situated on the A56, a main arterial route out of Manchester and the national motorway network is just one mile away. This is complemented by an integrated rail, metrolink and bus interchange, providing easy access to Manchester city centre and its mainline rail stations. Manchester Airport, the UK’s largest airport outside London, is easily accessible, being only 15 minutes away from the centre of Altrincham.
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t Image and perception t Poor environmental quality and public realm t An under achieving retail, commercial and visitor offer t Developer inactivity and stalled developments t A number of different groups and agendas t Town centre has suffered from mixed fortunes t Absence of a ‘whole town’ co-ordinated approach to moving the town centre forward t No longer the pride of the local community t Altrincham topped the vacant units charts in the UK for smaller towns in 2010 with 37% of units unoccupied To address the challenges, and as part of an action plan to move the town centre forward, Altrincham Forward set about delivering a series of projects to tackle the issues.
Key Milestones to Success... Altrincham Forward was launched in July 2011 as a multi-disciplinary partnership between the private sector, regeneration experts, community representatives and public sector organisations, with an ambitious Action Plan to deliver the following: t Regeneration and Development – Acting as a catalyst for development in the town. Developments recently coming forward include a new hospital and a £19million Transport Interchange. The old hospital site in the town will be developed as a mixed use scheme t £2million plus investment to enhance the historic market area allowing for more flexible, exciting usage and creating a new Library with improved facilities, all creating a cornerstone for the town centre that attracts additional footfall and spend to make Altrincham a modern market town t Vacant units - Helping to fill vacant units through a loan scheme towards set up costs
t Commissioning a public realm strategy to enhance key assets, improve accessibility, reduce congestion and increase safety through a shared space approach t A strong events programme. Christmas activities include specialist markets and evening ‘twilight’ markets, gift and fashion ideas events, Christmas town trail, lantern parade, carol singing and lights switch on; involving local businesses and the community who also help plan an annual events programme t Speciality markets to take place including a food festival t Supporting lowering parking charges. Council charges have been significantly reduced to encourage shoppers and start from 10p for one hour, one of the lowest in the country, resulting in parking space usage almost doubling in some areas. This has resulted in the town being recognised as more driver friendly which in turn has also increased the use of private car parks during the same period
Success Factors include; An engaged and influential partnership The calibre of the Altrincham Forward Board representation has been an instrumental factor in helping to set the strategic direction and achieving success. Strong local authority leadership is essential. Private sector membership includes Chief Executives and Managing Directors from a number of established and high profile companies in areas that range from property development, commercial letting, local business and regeneration. There is also representation at the highest level from the education, public health, police and transport sectors, community and town centre representative business organisations, in addition to Trafford Council. This high profile Board has given Altrincham Forward an unsurpassable level of expertise and credibility. Although Altrincham Forward is supported and has representation by the Council, it operates as an independent vehicle, developing proposals and drawing in additional resources. Altrincham Forward’s Action Plan gives everybody in Altrincham the opportunity to participate. Five
co-ordinated sub-groups progress particular themes. These are: Physical Place, Local Economy, Quality of Life, Marketing and Communications and Funding and Investment. In order to ensure information is disseminated effectively, Altrincham Forward has a strong Marketing & Communications strategy in place to promote and lead on communications to stakeholders, the general public and external agencies and organisations, including Digital, Media and Community Events.
Successful Best Practice Initiatives include... Business Ambassadors provide a point of contact for businesses interested in locating in Altrincham and promote a positive, consistent message. Encouragement of Alternative Uses Creative industries is a target sector which has seen success through Local Creation, an admired art and design facility in a formerly run down building and the charitable ‘Art with a Heart’ gallery. A “Landlord’s Forum” allows landlords and agents to work together to progress the occupation of vacant units more quickly, including sharing enquiries to ensure that Altrincham does not miss opportunities. They also provided a valuable input into the development and promotion of a Town Centre Loan Scheme designed to secure occupation of vacant units and will help to develop an investment pack for the town to attract new businesses. Vacant Shop Units - Work with the College and community organisations to make creative use of vacant shop units for pop up shops, cafés and an art festival as well as using window spaces creatively to promote positive messages about the town centre. A Successful Student Market developed with Trafford College uses market stalls for hospitality and enterprise students to produce and sell their products and develop business skills. Work with Young Enterprise students is also taking place on this basis. A Craft and Vintage Market started with 16 stalls and has grown to 75 stalls. It branched out into a vacant unit in July 2012, accommodating small, individual concessions within a large unit that was difficult to let to a single retailer.
Altrincham Forward has achieved much during its two years of operation and there is a new feeling of confidence about the future. This would not have been possible without the wholehearted support and contributions of the many partners, businesses and local people we work with. We have much to be proud of in Altrincham not least its people who have embraced our shared vision for the town and, moving into the next phase, will continue to help to make positive change happen. Councillor Matt Colledge
‘Drive to Thrive’ was a competition for potential entrepreneurs to come up with a business proposition to boost Altrincham Town Centre. A cash prize was awarded, plus a mentorship and business support programme with leading business figures. There is scope to make this a regular initiative. FAB Lab -The development of an incubation space is being progressed. Known as a Fab Lab (fabrication laboratory), this will be a fully kitted fabrication workshop which gives everyone in the community the capability to turn their ideas and concepts into reality and foster a new generation of entrepreneurs. Supporting Business - Working in partnership with Altrincham and Sale Chamber of Commerce and Trafford College, a support programme for town centre businesses is being developed, including both formal training, mentoring and working on joint promotional campaigns. This will help to create an attractive, welcoming and customer-focused experience that makes Altrincham stand out from the crowd. Community Engagement Incentives - To develop a sense of civic pride and ownership of the town, specific initiatives are being developed with schools, strengthening existing community group environmental activities, encouraging business responsibility through incentivised award schemes and developing environmental community payback initiatives. Sharing Best Practice - Town centre operational meetings allow shared learning and joint opportunities with the other town centres within Trafford. Other local authorities also visit to learn how the partnership approach in Altrincham works so they can adapt key elements to work for them. Altrincham Forward will continue to share its experiences and learn from others through the ATCM and ‘Town Team’ networks.
How High Street Renewal funding is making a difference... The funding will progress the future development of Altrincham with the delivery of the following projects: t Development of sustainable projects that support future growth and success t Encouraging entrepreneurs through development and promotion of the ‘FAB Lab’ t Supporting existing businesses through skills development t Innovative use of vacant units to support new businesses and a diverse offer t Creating a self funding model of town centre management and support
www.altrinchamforward.com www.altrincham.org.uk
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Gloucester is also establishing itself as a top notch heritage destination; The Cathedral was voted 2nd place in Which Magazine/favourite historic destination.
Gloucester Town Centre About Gloucester Gloucester is a city, district and county town of Gloucestershire in the South West region of England. The county comprises part of the Cotswold Hills, part of the valley of the River Severn, and the entire Forest of Dean and houses a population of 858,300. Gloucester itself has a population of 149,820, with the highest number of ‘Under 19’s’ in the region, 40% of the population are under 30, and as a result, the population is set to grow significantly over the coming years. The town centre is undergoing a period of rapid transformation, and is now bucking the trend nationally. Gloucester is seeing growth not only in the business community centrally in typical sectors such as retail and leisure, but also in ICT, aerospace and advanced engineering, tourism, finance and insurance, creative industries and healthcare. In addition to big name developers, Gloucester has also seen an increase in smaller start-up businesses too, reflected in the recent Duport Business Confidence Report.
Gloucester has seen significant growth and investment, and has some impressive achievements to shout about... t Investment in the town centre with a £1billion regeneration programme t £700million private sector investment secured to date t Over 1,000 new jobs and 700 new homes created t Big growth agenda 121,700 population in 2011 (10.7% growth since 2001), and forecast to increase to over 20% population by 2035 t Between 2010-2012 Gloucester experienced the greatest business base growth in the SW
Challenges t A need to develop the business base in order to meet the demands of the growing city and increased population t A need to develop the evening economy offer and appeal to the local demographic, particularly the early evening family offer
Key Milestones to Success, and Best Practices... In recent years, armed with a creative vision, a strong partnership and “new innovative, can-do” approach the City has transformed itself. Gloucester has seen rapid growth and investment, with £700million private sector investment secured, 74 new independent retailers, a new creative quarter and a £60million redevelopment committed with Stanhope. Over 370 businesses have started-up/relocated/ expanded in the last few years. Duport’s recent report show a record number of company formations “Gloucester is becoming more important to the national economy, and the record number of company formations show entrepreneurial spirit is flourishing.”
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Gloucester is also establishing itself as a top notch heritage destination; The Cathedral was voted 2nd place in Which Magazine/favourite historic destination.
Night Market The City Council worked in partnership with the City Centre Community Partnership to deliver a programme of four Night Markets which take place from October to Christmas.
Examples of key project areas really helping to drive the ambitious growth and expansion programme are:
Stalls are offered free to local businesses to try a different promotional platform, or budding entrepreneurs to test a new idea. Food stalls reflect Gloucester’s young, diverse population. A trailer stage encouraged music / dance / and showcased local talent. The market recently received a national award, and there has been a great deal of positive feedback from traders and visitors.
Business Support The ‘Gloucester Supports Business’ programme was launched in 2010, providing support for all businesses. The package provides free start up courses, quality incubator space, ongoing support, specialist advice, enterprise for students, planning and business grants.
Independent Retail The first BiG (Believe in Gloucester) Independents Day took place on 4th July 2012 to support local independent retailers. A full colour 36 page booklet was produced to promote the thriving independently-owned shops at the heart of Gloucester. The Independent Shops booklet, distributed across Gloucestershire, featured an image and a free listing for 64 independent shops in the city centre. Retailers were encouraged to promote special offers on ‘Independents Day’ marketed online and via local media. The initiative was so successful, it was launched again in 2013, with double the number of businesses participating, and a heavily promoted marketing campaign.
To date 46 business grants have been allocated, supporting over 140 jobs. This includes 17 start up businesses in the city centre, which has helped reduce the number of empty units.
Meet and Greet Scheme Gloucester’s multi-million pound Designer Outlet Centre currently operates a ‘Meet and Greet’ scheme for coach operators. The Economic Development Team works in partnership to deliver the ‘Meet and Greet’ scheme extending to the city centre. The aim of this scheme is to boost footfall in the gate streets, increase dwell time and spend in the city centre and promote Gloucester as a top tourist destination.
The High Street Renewal fund will be used to continue building on the success of some of the projects and initiatives already delivered, to ensure a sustainable vision to deliver growth in the economy for Gloucester. t There will be further investment in extending the Business support programme for 2014 and beyond t An allocation of funding will be invested in delivering the Meet and Greet scheme over two years, with a view to creating a sustainable funded model t Additional funding will be invested in the Gloucester History Festivals to ensure that they become firmly established events in the city’s calendar, and enabling further promotion of the events to a wider audience t Market development – investment in supporting regular night markets, and developing Gloucester’s existing daytime market offer t In addition to the night markets, supporting and improving the night-time economy is a focus in Gloucester’s City 3-year Vision
The Independent Shops booklet is currently being redesigned to target Christmas trade, with updated listings, features and a guide to the town centre.
Gloucester History Festival The inaugural BIG Gloucester History Festival in 2012 was designed to encourage Gloucester residents to discover the history on their doorstep and to attract visitors from the surrounding area to boost trade. The event built on the success of the annual Gloucester Day celebrations, the History Week talks and encompassed the annual Heritage Open Day events. The festival featured 137 events to target all age groups, including Horrible Histories, parades, re-enactments, history talks and the ‘Lock 200’ event celebrating 200 years of the opening of the lock into Gloucester Docks.
How High Street Renewal funding will help Gloucester…
The 2012 Heritage Open Day in Gloucester was the 3rd largest event nationally and the opening of the Undercroft at the Fleece Hotel for the first time in 4 years attracted 1,000 visitors. The 2012 festival was so successful, it was repeated again in 2013, and once again, the event attracted thousands of visitors with many events sold out. The festival attracted extensive media coverage including radio, print, online and regional TV helping to raise the overall profile of the event.
Markets In recognising that the type and viability of markets is a dynamic issue which has changed substantially over the years, Gloucester now hosts a variety of Markets to support the local economy, adding a colourful vibrancy to the public spaces and recapturing the essence of the historic market influence in Gloucester dating back to ancient times.
An open air market and car boot sale occupies the multi-use purpose built site at Hempsted Meadow, the Cherry & White Market on Friday’s and Saturday’s and a very successful Farmers Market on Gloucester Cross every Friday. In addition to this, there is a covered Market - Eastgate Indoor Market - situated in the heart of the city.
Gloucester have a very effective communication strategy in place, and regularly utilise an abundance of resources to disseminate information to the business community, residents and visitors through their communication channels such as Websites, Facebook and Twitter feeds, Business magazines, Residents magazines, local press partnerships and links with local, regional and national organisations.
www.gloucester.gov.uk www.thecityofgloucester.co.uk
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Old Northam Road, Southampton About Old Northam Road
Challenges
Due to its locality close to the docks, Northam Road is one of the most historic trading areas in Southampton. The road was a popular shopping destination for antiques hunters in the 1950’s – often passengers of Atlantic liners and traders from Northern Europe using cross-channel ferries.
t High levels of media attention, due to its historic reputation as a destination for world travellers, but more latterly this was due to the reported decline, despite significant investment in the 1990’s to address the issues and improve the area
Southampton is now a destination that attracts 1.2million cruise passengers each year. Northam Road is a gateway to the City Centre and Southampton Football Club, it regularly has footfall of up to 30,000 people attending matches. In addition, Northam Road is alongside a primary route into the City. The existing retail community in Northam Road have a leaning towards antiques, curios and ephemera, and it is fast becoming a high quality specialist retail destination to exploit this new market. There are no comparable antiques centres within an hour’s drive of the City, with the closest approximately two hours away.
Old Northam Road before
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t The majority (65%) of retail units in Northam Road lay vacant, derelict or semi-derelict for over a decade t Due to the location, alongside the main route into the City, its dereliction has been on display to 21,600 vehicles (and their passengers) daily (Source DoT 2011) t In addition to the bleak, unappealing environment of boarded up shops and vacant units, Northam Road itself suffered from very poor footflow, despite the high footflow to the area on match days
Key milestones to success and Best Practices... In recognising the opportunities for such an historic location, and to tackle the challenges that had been in place for over a decade, a valuable partnership evolved. Driven by WICT, work with local traders and partners commenced, and they identified a deliverable solution - the establishment of a regional Antiques Quarter for the City, based in Northam Road. The partnership identified the strengths of the road as proximity to the City Centre, the character of the road and the support of the local community. Having worked in the area and having a priority for local physical, and economical regeneration, WICT opened early dialogue between various stakeholders to discuss the issues. Since May 2011 WICT have invested over £7,000 in regenerating efforts and negotiating between various parties to address the issues and bring partners together. Investing in hanging baskets, a small website for the traders association and bringing 3 unused retail units back into economic use through an agreement with a local housing
association. This activity triggered a spark of enthusiasm between all concerned and led to a major investment scheme with a grant of £138,000 to the major Developer (Grays Developments Ltd) from Southampton City Council in June 2012. As a result, Grays Developments Ltd have committed to match the grant with approximately £1,400,000 of investment.
Results t 5 new businesses attracted to the street in less than 12 months t In a harsh economic depression local businesses and the community are seeing a physical improvement that has been absent for a decade
t Significant investment and capital works began in July 2012
t Northam Road is moving towards actively promoting itself as a tourist destination for the 1.2million cruise passengers
t The first five retail units in Phase 1 were completed in November 2012
t The development of this area has created 19 new jobs
t Grays Developments Ltd have recently exchanged contracts on an iconic public house on the street and have added that to their already busy schedule
t The hanging baskets initiative led to residents and businesses joining in by investing in their own displays, encouraging a further sense of ownership and pride in the community
t All capital works are scheduled to finish during 2014
t The partnership has created a new street level meeting space available to residents, businesses and local communities, increasing social cohesion and community spirit in the area
The innovative partnership approach to support the regeneration of the area includes;
Following on from this very successful redevelopment, consultation with partners has identified a range of core activities that will further enhance the capital investments, and enable Northam Road to develop both a domestic and an international reputation as a specialist antiques centre. A range of activities are focused on increasing and improving the skill set for the 19 new employment opportunities that have been created from this scheme. Other activities allow for developments in areas that will allow Northam Road to continue to evolve in its own right as a unique destination. t A marketing strategy to support the delivery of the Branding and Communication Vision t New and improved signage (Northam Road requires signage to it at major intersections) t Development of a commercially sustainable website to enable multi functional online interaction to establish the area as a global destination
t Pursuing the establishment of a street antiques and curious market suitable to all income levels
t Early indications predict that with radically improved occupancy rates, the remaining few retail units will be insufficient to meet demand and Northam Road will be a viable proposition for future development
t Attract and develop the skills of young entrepreneurs, promoting eBay and other online business opportunities that complement the antiques trade
t Partners have worked together to resolve community issues, such as new initiatives to increase community safety and tackle illegal street trading, waste and vermin control
t Small grants match fund - grants to be made available for capital improvements programme
Next steps, and how High Street Renewal funding will support projects in Northam Road...
t Streetscape improvements including Public Art projects
t Rebranding Northam Road as a number 1 destination for antiques and specialist retail
t The low cost loan of street Christmas decorations to enhance the character of the street at such a key trading time t Environmental initiatives and aesthetic projects such as funding hanging baskets and floral displays to improve the overall look and feel of the area, and support the physical improvements t Working with Southampton Solent University and their creative students to deliver projects that support both theirs and the partnerships ambitions
The High Street Renewal Award goes a long way to not only recognise the efforts the partners have already put in, but will also help to keep up the momentum we have established. I’m delighted for everyone involved in this ambitious project. Rick Harwood Chief Executive, West Itchin Community Trust
‘Our Town First’ investment plan... The physical changes that have happened as a result of the regeneration and development of Northam Road are evident. It is transforming the area, the new shop frontages have improved the overall look and appeal, whilst retaining the character, heritage and individuality of the area, and at the same time harnessing the enthusiasm and energy of the community to come together. It is reigniting a sense of pride and ownership.
t Specialist business support initiatives to encourage the development of existing businesses, and introduction of new businesses t Development of the Antiques Market
t Project Management and Administration
t Planting and improvements to street furniture to improve the overall look and feel of the area t Investment in street dressing for Christmas trading including the installation of festive lighting The above projects are set to be implemented over the next 12 months, to ensure maximum exposure for the area, and they are set to capitalise on the opportunities created by the additional funding from their High Street Renewal Award.
www.wict.co.uk www.southampton.gov.uk www.discoversouthampton.co.uk
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A key strength of the retail regeneration strategy is the support provided for micro-businesses from the town and its locality.
Market Rasen About Market Rasen
Challenges
Market Rasen is a small picturesque market town on the edge of the Lincolnshire Wolds serving a rural community of approx. 4,000 people. The town’s architecture is an attractive mix of Georgian and Victorian style buildings, and centres around a market place with a medieval church, restored in the 19th Century.
Market Rasen faced the risk of becoming an isolated community, and in a difficult economic climate, the poor transport infrastructure and limited employment opportunities locally has meant that the town centre has faced stiff competition from bordering town centres of Grimsby, Scunthorpe and Lincoln.
In order to move the town forward and tackle some of the challenges they faced, Market Rasen set up a Business Improvement Group (MR BIG) a Community Interest Company run by 12 volunteer directors who meet on a monthly basis. The Group were successful in securing Portas funding to address four key areas;
In securing the Portas funding, Market Rasen demonstrated an innovative approach to regenerating the town centre. The traders worked together on a voluntary basis to plan and deliver projects that helped tackle key issues and improve the area, and deliver on the four promises, with excellent results;
Key Success Factors, Best Practices and how the High Street Renewal Award will provide support to Market Rasen…
t The markets attracts 500-600 visitors per event
t Put the market back into Market Rasen
t ‘Halo’ effect for the town with increased sales for shops and businesses
t Shopping sustainability and shop incubation units
t Outstanding feedback from shoppers demonstrated in local press articles
t Town tidy-up
t 60% reduction in vacant commercial premises with lots of interest in the 6 remaining
t Marketing and promotion of the town
t ‘Facelift’ for our High Street with painting and tidy-up funded by the traders t A programme of business events, the first event ‘The Big Breakfast’ attracted over 60 businesses t Opening a community food shop, showcasing local produce t Opening the ‘Big Corner Shop’ with retail incubation space for local business In order to move forward, Market Rasen is keen to continue their innovative approach and implement new ideas. The ‘Big Corner Shop’ initiative – situated in the centre of town, has caught people‘s imagination with its offer of incubation units for traders, looking for a risk-managed retail space. This has been over-subscribed with requests for
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retail space from new and existing traders in the town centre. A key strength of the retail regeneration strategy is the support provided for micro-businesses from the town and its locality. The Lincolnshire economy is highly dependent on small enterprises; in the Market Rasen area self-employment and microbusinesses are a valuable alternative to low-paid and low-value employment opportunities.
Herne Hill Forum About Herne Hill
Challenges
Herne Hill is situated between the areas of Brixton, Dulwich and Camberwell. It also straddles two boroughs, Lambeth and Southwark and is a community of just under 15,000 people, with a range of independent shops, art galleries, bars and restaurants.
Herne Hill has historically suffered from excessive traffic coming through the centre, with 6 major roads converging under the railway bridge. Public meetings were dominated by the problems caused by traffic, noise, pollution and driving people away from Herne Hill as the centre was so dominated by cars. Traders were suffering, people simply went elsewhere to shop, the area became desolate. It needed a transformation from a slowly dying community to a thriving and sustainable community of traders and local residents, with a strong desire and determination to create a community, an area to meet up, and a people focused social space that could be a place at the heart of the community.
The Herne Hill Forum is a community organisation made up of local residents and traders in the SE24 area, who have come together over the years to tackle the key issues affecting their environment. Passionate about their location they have been able to address challenges that not only affect the aesthetic environment, but have changed the infrastructure and layout of Herne Hill, to benefit businesses, residents and visitors.
There is a strong and engaged partnership in place who provide support on a voluntary basis, and as local business people they have a vested interest in securing a successful future for the town centre. A great deal has been achieved so far, and in order to provide sustainable and lasting change, Market Rasen have recognised the need to provide further investment in key areas to deliver on the four promises and provide a consistent approach to regenerating their town centre. The High Street Renewal Award fund will allow Market Rasen to deliver the following Best Practice initiatives as key milestones in achieving this;
After seven years of campaigning and at a cost of £1.6 million the one-way system changed and stopped through traffic in a small section of road outside the station. This created an area free from traffic fumes, quieter and ready for something to happen.
Key success factors, Best Practices and how the High Street Renewal Award will support Herne Hill…
t A robust marketing strategy including targeted marketing campaigns, a new social media strategy, and working in partnership with local organisations to maximise opportunities
The first step in transforming the space was Lambeth Council agreeing to run a pilot programme allowing local traders and the community to manage the space. This included licensing and planning issues, such as outdoor tables and chairs, shopfronts etc. and even included having a ‘public piano’ in the station underpass. A volunteer initiative created an opportunity to build planters outside every shop, to improve the overall look and feel of the environment.
t Increasing town footfall with a vibrant themed monthly market t Delivering a Business Development Programme to support traders and businesses t Creating a legacy of learning with the implementation of apprenticeship programmes t Setting up a volunteer service as ‘entry to work’ in partnership with local community groups
A new street market now hosted on a weekly basis is succeeding in attracting more footflow to the area and supporting local traders. There are community stalls with regular demonstrations from local Artisan food producers, childrens workshops and numerous activities to enhance the overall offer. The area also benefits from a new picnic area, with artificial grass and deckchairs for people to stop, sit down and chat and enjoy the community
t Communications and partnership working: Keeping the town ‘on-side’
www.marketrasenguide.co.uk
spirit that has been created in this new public space with a purpose. There are regular events hosted including Halloween parties, Herne Hill Free film festival, the Herne Hill FOLD, the Festival of Local Diversity, and Christmas events, to mention but a few - creating a buzz and vibrancy that has been missing for several years, and bringing together a community of residents, businesses and new visitors, to enjoy this new space. Herne Hill is a very distinct town centre that reflects the community it serves, and the High Street Renewal Award funding will help build on what has already been achieved. Future plans include; t Wiki-Streets project – a collection of distinct street furniture designed to be different, which can be adopted and recreated in other locations and high streets. This may include novel seating, talking bins and creative artwork displays t Developing the events and festivals offer to help promote the area, and make it a destination of choice for visitors to appreciate its unique value and charm t Implementing flexible street cover to extend the use of open public spaces in inclement weather
The improvements in Herne Hill are as a result of an enthusiastic and passionate community partnership, very determined to make a difference to their location.
The improvements in Herne Hill are as a result of an enthusiastic and passionate community partnership, very determined to make a difference to their location – and a very supportive Lambeth Council who let them manage the space. A great deal has been achieved, and they are looking to replicate the model in different locations. The project is now generating funding that will be re-invested in the immediate area. The High Street Renewal Award will accelerate and amplify that process.
www.hernehillforum.org.uk www.lambeth.gov.uk
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A FINAL WORD Martin Blackwell CEO, Association of Town and City Management This is truly an exciting time for the beloved institution that is the UK High Street. Changes in consumer behaviour, technological advances, and financial constraints have all provided difficult challenges for town and city centres to overcome; but the future is bright, because now, more than ever before, people are working in partnership to find solutions that will create the vibrant and safe high streets of the future. The High Street Renewal Award is a clear example of this progress. ATCM applauds DCLG for recognising the importance of rewarding those with exciting and ambitious plans, and we must congratulate the winners for their inspiration and their hard work in bringing these projects together. Throughout the country, BIDs, Town Centre Managment Partnerships, Portas Pilots, Town Teams, and Community Interest Companies are helping to shape local and regional agendas. The ability of these organisations to continue to do this is an absolute must if the current momentum is to reach its full potential. Each town, city, and high street is different, but they all share the common bond of being vital to the economic and social wellbeing of those who live and work with them. Much has already been achieved, but there is so much more still to do, and with a clear vision, long-term strategy and the commitment to put these plans into action, we can ensure that high streets remain the beating heart of our communities for generations to come. However, one thing is certain- we can only do this if we continue to work together.
We can ensure that high streets remain the beating heart of our communities.
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www.atcm.org
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association of town & city management
ATCM, 1 Queen Anne’s Gate Westminster, London, SW1H 9BT www.atcm.org
20 Written and compiled by Shirley Sturzaker on behalf of ATCM & DCLG.
