Repositioning the High Street Dr Steve Millington Prof Cathy Parker

Presentation Structure Introduction Repositioning Collecting data Conclusions –examples Source:

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 Income Age Education Car ownership Employment

Key demographic indicators Primary Catchment Secondary Catchment 5kms Tertiary Catchment 10-20kms Outer Catchment Ward/LA Neighbourhood LSOA/MSOA Sub-regional/county level Regional/national

Small Area Estimates – Income (ONS)

Alsager Congleton

Alsager Congleton

Altrincham

CALLS TO ACTION Useful links Help and training as part of the project Workshops 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 education.phphttp:// education.php

Useful links Index of Multiple Deprivation – Neighbourhood Statistics – Minimum Distance to Services – le/246458/OA_2012.csv/previewhttps:// le/246458/OA_2012.csv/preview Historic Census data – UK Crime Stats –

Free Mapping Opensource Stack Boundary data boundaries-spatial-data-and-lookups/ boundaries-spatial-data-and-lookups/