Transcript Brand Review 2004

NATIONAL PLANNING FORUM
”Planning, Regeneration & Deprived Areas”
Bill Boler
Director, Under-served Markets
20 June 2006
Business in the Community
INVESTMENT IN UNDERSERVED MARKETS
The Underserved Markets project: Launched by the (then) ODPM and BITC to
work with national investors to promote greater investment in the UK’s most
deprived communities, using retail as a catalyst.
Pilot Objective: To test a model to promote private sector investment and
address the barriers to converting market opportunities into viable business
investment opportunities
Impact Objective:
– improving access to products and services;
– support of local and minority businesses;
– increased employment and training;
– the attraction of additional investment to the
community;
– built environment improvements;
INVESTMENTININUNDERSERVED
UNDERSERVEDMARKETS
MARKETS
INVESTMENT
PROJECTELEMENTS:
ELEMENTS:
PROJECT
Working Group
Research Market Opportunities
Address challenges
Work with retailers, developers and local
authorities on 4 Pilot Projects
Deliver learnings to DCLG for policy evaluation
Harlem Lesson
UK & Deprived Areas
Seacroft, Leeds
CastleVale, Birmingham
12 Years
8 Years
The UK: Why Retail?
•Retail employment
accounts for 11 % of all
UK employment
•Retail represents 17%
of the UK economy
•Retail jobs have grown
by almost twice the rate
(30%) of all jobs over
the last 20 years
Planning & Deprived Areas
=
National
For the purposes of PPS6, deprived
areas are defined… typically as
those within the most deprived
10% of ‘super output areas’
Planning & Deprived Areas
• 1.5: to take account of Government objectives to promote social inclusion
and to encourage investment to regenerate deprived areas, creating
additional employment and an improved physical environment. (p 5)
• 2.33, 2.53: to plan for investment in deprived areas by
strengthening/identifying opportunities for growth of existing centres or,
where appropriate, designating new centres (p14, 18)
• 2.35: in assessing the need for further development to give additional
weight to identifying a range of sites to serve deprived areas (p 15)
Planning & Deprived Areas
• 2.44: when applying the sequential test (development in existing centres
first, then edge, then out of centre) to give weight to those locations that
best serve the needs of deprived areas (p 16)
• 2.51: in assessing sites to give particular consideration to the potential for
additional employment in deprived areas (p 18)
• 2.56: with regard to access to local shops and services for deprived areas,
to identify opportunities to strengthen existing centres/propose new
centres to remedy deficiencies in provision (p 19)
Planning & Deprived Areas
Casebook: Lidl demonstrates need and job benefits from store plan
Planning - 16 June 2006
Lidl has won an appeal for a two-storey building at an out-of-centre location in
Oxford for a discount food store on the ground floor with offices above after
showing that the scheme would improve provision for residents of a deprived
housing area and bring employment benefits.
The inspector acknowledged that the location was not close to any existing centre.
However, he maintained that…it was inevitable that the majority of people would use
cars rather than travel by bus or cycle or on foot. On that basis, he concluded that
the proposal offered a realistic choice of access.
He rejected an alternative proposal for retail-only use of the site, holding that this
did not provide any jobs of the type envisaged there by local plan policy. By
contrast, he judged that the mixed scheme would comply with the policy and
provide a clear and significant boost to job opportunities.
DCS No: 100042431; Inspector: David Bushby; Inquiry.
What is “Regeneration”
Whatisexactly
is
What
"obscene"
“regeneration”?
under
U.S. law ?
“I shall not today attempt
further to define…
But I know it when I
see it…”
JUSTICE STEWART
U.S. Supreme Court
JACOBELLIS v. OHIO, (1964)
Regeneration
Redevelopment
Regeneration
“Socio-Economic renewal for the benefit of
disadvantaged communities and people”
CHANGE + IMPROVEMENT
Retail Employment
Recognition of
Recruitment
Challenges
RECRUITMENT
RETENTION
Employing Strategies
to Attract Workers
Recognition of
Recruitment
Challenges
Fit with Company
Culture & Values
ADVANCEMENT
Career Paths
Exposure
to Career
Paths
Recognition of Advancement Challenges
Commitment to
Internal Promotion
Developing Talent &
Succession Planning
Diversity
Evaluating Intermediary
Organizations as Partners
Responsive
Retention
Strategies
Training &
Development
Use of Recruitment
& Selection Tools
Prepared by Business for Social Responsibility
December 2002
010803
Identify
Critical Positions
Page 1
Retail & Enterprise
Local
Contracting
Facility Location &
Operation
Area-based
(Deprivation)
Social Investment
Giving/Volunteerism
Excluded
Product & Service
Distribution
-Franchises/Licenses
-Marketing/Sales
Enterprise
Retail & Enterprise
Senior Leadership
Workforce
Development
Purchasing
Facility Location &
Operation
Social Investment
Giving/Volunteerism
Product & Service
Distribution
-Franchises/Licenses
-Marketing/Sales
Every manager at the company is
required to mentor a small business X
days a year to better understand its
needs.
Influence Credit Card Supplier for SME
•does not charge monthly service fee
•gives a free debit PIN pad
•eliminated a $500 administrative fee
•reduced a separate monthly fee
Stores hold breakfasts for smallbusiness members several times a year,
often inviting one local company to
make a presentation.
Volunteer/Pro Bono professional
technical and managerial assistance to
small businesses ranging from
marketing, inventory management to
lease negotiations
pilot a voucher scheme to ensure local independent traders fully
benefit from the new shoppers its store will attract. Shoppers will
be given vouchers if they can prove spending in both local shops.
Retail & Enterprise
“When your lease is finished,
they want to lease to Old
Navy or a big company.”
“Nearly 80% of small businesses in Harlem rent on a month-to-month
basis, which makes them vulnerable to rising property values”
The Real “Clones”
Evidence of local benefit
Provide
Castle ValeAttract
– Sainsburys
Additional
Investment
Competitive
Offering
Unemployment:
1993 – 26%
2004 – 5.3%
1,461 jobs created
Increase
3,415 training
places
Disposable
Income
Increase
Consumer
Traffic
Life Expectancy:
Castle Vale people live, on average,
7 years longer than they did in 1992
Increase
Increase
Education:
Consumer
Local
Demand1994 – 13% had 5 A*-C
passes at GCSE
business
2004 – 31%
Increase
Security
sales
Crime:
Total offences reduced by 36% since 2000.
Increase
Increase
Local
Jobs
Local
•In addition to the foodstore, the shopping centre
now
has Argos, Comet,
TKSpending
Max outlets and Thomas
Cook.
•The manager of the Sainsbury’s store services on the board of the Sanctuary Community Centre
adjacent to the site to ensure that Sainsbury’s continues to play a full role in the further regeneration of
Castle Vale.
Planning & “Regeneration”
“Material
Considerations”
“Best Value”
“Sequential Test”
“Preferred Partner”
Final Thoughts
•How it is considering and locating in deprived areas
•How it will provide increased local employment and
training opportunities for targeted (local, umemployed,
BME, etc) populations in need
•How it will support local business development
through increased customer presence and
construction & operation contracts
Jane Jacobs, 1916-2006
“Cause you got to use
what you got to get
what you want!!”
James Brown
Hot Pants Pt 1 (1971)
•How it will contribute to achieving a multiplier effect
for the attraction and stimulation of increased
economic activity
•How it will support, through its community affairs
strategies, neighbourhood partnership efforts to
address local social issues, such as education, youth
or health.