Repositioning the High Street Dr Steve Millington Prof Cathy Parker [email protected]
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Transcript of Repositioning the High Street Dr Steve Millington Prof Cathy Parker [email protected]
Repositioning the High StreetDr Steve Millington Prof Cathy [email protected]
Presentation Structure
• Introduction
• Repositioning
• Collecting data
• Conclusions– examples
Source: http://news.bbcimg.co.uk/media/images/49738000/jpg/_49738810_3368412.jpg
REPOSITIONING
Anticipating and adapting to change
But how does a place reposition itself?
What are the practical steps it can take?
WHY ARE WE LOOKING AT REPOSITIONING?
What is repositioning: academic view
• A strategy to:– counteract decline
(Smith, 2004)– enable places to
identify distinct capabilities and develop competitive advantages (Kavaratzis & Ashworth, 2008; Edensor, 1998)
• Accommodating future trends
– ageing population– growth of e-commerce
What is your current position?
• Traditional metrics:– Vacancy rates and pedestrian flow perceived to be
most useful (easiest to collect)
• These do not always reflect actual performance: – retail turnover (sales)
• Cannot help planning and adapting for change:– catchment / demographic change
MISMATCH
Academic/policy view on strategic repositioning not reflected by the type of data collected on high streets in practice
1 IN 18
Number of local authorities surveyed by NRPF who thought demographic information should be collected as part of any ‘health check’
Repositioning in practice• Local Authorities lack sufficient resources to fulfil
the data requirements of repositioning, ‘Health Checks’, or even what they themselves want/need to monitor (NRPF, 2000)
• Lack of evidence / data undermines ability to challenge OOT development etc. and to ensure Local Plans are updated in line with structural changes in retail/catchment (NRPF, 2000)
Repositioning in practice for HSUK2020 (NPPF, 2012)• Where is your high street now?
• Are conditions are improving, static or declining?
• Where are you in “a network and hierarchy of centres that is resilient to anticipated future economic changes”?
• Where town centres are in decline are local planning authorities planning positively for their future to encourage economic activity?
SUSTAINABLE HIGH STREETS NEED TO GATHER OWN DATA
The guidance recommends you do this, but provides little direction on how: therefore;
COLLECTING DATA
Vital and Viable Town Centres (URBED, PPG6 etc)• Pedestrian footfall • Diversity of uses and change • Quality of built environment • Recent and proposed
investment • Accessibility • Attitudes and perceptions • Retailer representation and
demand
• Commercial yields and retail rents
• Vacancy rates • Cultural and social events • Leisure and cultural facilities • Town centre residential
population • Employment in the town centre • Street safety • Sense of place
Collecting data: audit
• What data have you got?
• Who has got data?
• What data should you have?
• Where do you access data?
• Do you have the skills to access the data
• What do you do with data?
In-house
In partnership
Freely available
Commercially available
Not worth it! Get on with it!
Forget it! Live with it!
Consultation: vitality and viability factors• ACTIVITY HOURS• APPEARANCE• RETAILERS• VISION&STRATEGY• EXPERIENCE• MANAGEMENT• MERCHANDISE• NECESSITIES• NETWORKS &
PARTNERSHIPS WITH COUNCIL
• DIVERSITY• WALKING• ENTERTAINMENT AND
LEISURE• ATTRACTIVENESS• PLACE ASSURANCE• ACCESSIBLE• PLACE MARKETING• RECREATIONAL SPACE• LIVEABLE• ADAPTABILITY
Consultation: repositioning factors
• ACTIVITY HOURS• APPEARANCE• RETAILERS• VISION&STRATEGY• EXPERIENCE• MANAGEMENT• MERCHANDISE• NECESSITIES• NETWORKS &
PARTNERSHIPS WITH COUNCIL
• DIVERSITY• WALKING• ENTERTAINMENT AND
LEISURE• ATTRACTIVENESS• PLACE ASSURANCE• ACCESSIBLE• PLACE MARKETING• RECREATIONAL SPACE• LIVEABLE• ADAPTABILITY
• Opening hours
• Shopping hours
• Evening / Morning economy
• Market Rasen servicing needs of commuters
Consultation: repositioning factors
• ACTIVITY HOURS• APPEARANCE• RETAILERS• VISION&STRATEGY• EXPERIENCE• MANAGEMENT• MERCHANDISE• NECESSITIES• NETWORKS &
PARTNERSHIPS WITH COUNCIL
• DIVERSITY• WALKING• ENTERTAINMENT AND
LEISURE• ATTRACTIVENESS• PLACE ASSURANCE• ACCESSIBLE• PLACE MARKETING• RECREATIONAL SPACE• LIVEABLE• ADAPTABILITY
• Retailer offer
• Retailer representation
• Holmfirth trying to attract younger people to work in the centre
Consultation: repositioning factors
• ACTIVITY HOURS• APPEARANCE• RETAILERS• VISION&STRATEGY• EXPERIENCE• MANAGEMENT• MERCHANDISE• NECESSITIES• NETWORKS &
PARTNERSHIPS WITH COUNCIL
• DIVERSITY• WALKING• ENTERTAINMENT AND
LEISURE• ATTRACTIVENESS• PLACE ASSURANCE• ACCESSIBLE• PLACE MARKETING• RECREATIONAL SPACE• LIVEABLE• ADAPTABILITY
• Range and quality of goods or assortments
• Ballymena moving to a visitor economy – existing retailers providing merchandise to service tourist demand
Consultation: repositioning factors
• ACTIVITY HOURS• APPEARANCE• RETAILERS• VISION&STRATEGY• EXPERIENCE• MANAGEMENT• MERCHANDISE• NECESSITIES• NETWORKS &
PARTNERSHIPS WITH COUNCIL
• DIVERSITY• WALKING• ENTERTAINMENT AND
LEISURE• ATTRACTIVENESS• PLACE ASSURANCE• ACCESSIBLE• PLACE MARKETING• RECREATIONAL SPACE• LIVEABLE• ADAPTABILITY
• Multi/mono-functional high streets
• Connectivity• Liveability• Walkability
• Altrincham repurposing historic built environment
Repositioning: evidence and data
• Merchandise– Working with existing
business to adapt
• Activity hours– Business owners– Deliveries
• Retailers:– Attract new entrants– Removing barriers to entry
• Liveability– Planning, property owners– Conservation– Vision/leadership
Conclusion: places need to…
• Understanding their customers
• Understand their catchment more effectively
• Understand how demographic and other trends will impact on their centre
• And so ….
EXAMPLE: KEY CATCHMENT STATS
IncomeAgeEducationCar ownershipEmployment
Key demographic indicatorsPrimary Catchment
Secondary Catchment 5kms
Tertiary Catchment 10-20kms
Outer Catchment
Ward/LA
Neighbourhood LSOA/MSOA
Sub-regional/county level
Regional/national
http://www.neighbourhood.statistics.gov.uk/HTMLDocs/incomeestimates.html
2008 Small Area Estimates – Income (ONS)
Alsager
Congleton
Alsager
Congleton
Altrincham
CALLS TO ACTION
Useful linksHelp and training as part of the projectWorkshops through IPM Masterclass in Place Intelligence
Masterclass in place intelligence and forecasting• Collation, evaluation and analysis of place related
secondary data.• Production of meaningful information from secondary
data• Synthesising (displaying) data and dissemination• Forecasting• Modelling and scenario planning• http://
www.business.mmu.ac.uk/crpcc/executive-education.php
Useful links
• Index of Multiple Deprivation– https://www.gov.uk/government/collections/english-indices-of-deprivation
• Neighbourhood Statistics– http://www.neighbourhood.statistics.gov.uk/dissemination/
• Minimum Distance to Services– https://
www.gov.uk/government/uploads/system/uploads/attachment_data/file/246458/OA_2012.csv/preview
• Historic Census data– http://casweb.mimas.ac.uk/
• UK Crime Stats– http://www.ukcrimestats.com/
Free Mapping Opensource Stack
• http://postgis.net/• http://www.qgis.org/en/site/
• Boundary data
• http://saspac.org/2012/10/30/2011-census-boundaries-spatial-data-and-lookups/