Transcript Document
High Street UK 2020 An overview Simon Quin Institute of Place Management Vitality & viability 49.4% 2000 45.7% 2006 42.2% 39.8% 2011 2014 town centre retail spend falling Italy Poland Spain France Netherlands Canada Sweden Germany US UK 0.00% 5.00% 10.00% 15.00% Alsager Altrincham Ballymena Barnsley Congleton Holmfirth Market Rasen Morley St George, Bristol Wrexham Literature review finding the evidence 1 164 measures of retail centre performance 2 166 factors that influence performance 50 additional factors identified by town partners! 22 experts ranked 201 factors 1.How much influence each factor has on the vitality and viability of the High Street 2.How much control a location has over the factor HSUK 2020 model Not worth it Get on with it! Forget it Live with it How much control over a factor Child-minding centre Deliveries Political climate Methods of classification Opening hours Spatial structure Leadership Location How much each factor influences vitality and viability 3.900 APPEARANCE PLACE MARKETING How much town can influence factor 3.700 PLACE ASSURANCE 3.500 ENTERTAINMENT AND LEISURE RECREATIONAL SPACE 3.300 NECESSITIES NETWORKS & PARTNERSHIPS EXPERIENCE ACTIVITY HOURS MANAGEMENT MERCHANDISE Anchors VISION&STRATEGY WALKING DIVERSITY ADAPTABILITY RETAILERS Chain vs independent Safety/crime 3.100 LIVEABLE ATTRACTIVENESS Comparison/convenience Barriers to Entry 2.900 ACCESSIBLE 2.700 3.300 3.500 3.700 3.900 4.100 4.300 4.500 How much factor influences vitality and viability 4.700 Attractions Amenity 4 As Accessibility Action 1. Animator making things happen Activity hours Vision & strategy (leadership) Place marketing Management Barriers to entry Place assurance Adaptability Networks & partnerships 2. Attractions what the centre has to offer Retailers Comparison/convenience Chain vs Independent Merchandise Anchors Diversity Entertainment & Leisure 3. Accessibility getting into, out of, and around the centre Walking Accessible Liveable 4. Amenity experience within the centre Appearance Experience Necessities Attractiveness Recreational space Safety and crime Store development Footfall data indicator of vitality Supplied by Springboard 62 UK towns and cities 30 months of footfall (2012-2014) 563,828,709 people counted! 3.900 APPEARANCE PLACE MARKETING How much town can influence factor 3.700 PLACE ASSURANCE 3.500 ENTERTAINMENT AND LEISURE RECREATIONAL SPACE 3.300 NECESSITIES NETWORKS & PARTNERSHIPS EXPERIENCE ACTIVITY HOURS MANAGEMENT MERCHANDISE Anchors VISION&STRATEGY WALKING DIVERSITY ADAPTABILITY RETAILERS Chain vs independent Safety/crime 3.100 LIVEABLE ATTRACTIVENESS Comparison/convenience Barriers to Entry 2.900 ACCESSIBLE 2.700 3.300 3.500 3.700 3.900 4.100 4.300 4.500 How much factor influences vitality and viability 4.700 Repositioning Rebranding 4 Rs Reinventing Restructuring 1. Repositioning a strategy to enable places to identify distinct capabilities and develop competitive advantages (Kavaratzis & Ashworth 2008; Edensor 1998) 2. Reinventing revitalising a centre’s image and identity so it has meaning to its stakeholders (Kalandides 2011; Warnaby 2011) 3. Rebranding developing a meaning-making system that influences the ways in which people evaluate the place (Kavaratzis 2014) 4. Restructuring town centres are complex and contested places. They need vision, leadership and partnership management (Peel 2014, Rainisto 2003) HSUK2020 focus for Alsager Rebranding Identifying action(s) to be achieved by end March 2015 Ask Think Listen Act Speak (Kavaratzis 2014)