High Street UK 2020An update

Simon Quin Institute of Place Management

Vitality& viability

AlsagerAltrinchamBallymenaBarnsleyCongletonHolmfirthMarket RasenMorleySt George, BristolWrexham

Literature reviewfinding the evidence

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

Forget itLive

with it

Not worth it

Get on with it!

How much each factor influences vitality and viability

How

mu

ch c

on

trol

over

a f

act

or

HSUK 2020 model

3.300 3.500 3.700 3.900 4.100 4.300 4.500 4.7002.700

2.900

3.100

3.300

3.500

3.700

3.900

ACTIVITY HOURS

APPEARANCE

RETAILERS

VISION&STRATEGY

EXPERIENCE

MANAGEMENTMERCHANDISE

NECESSITIES

Anchors

NETWORKS & PART-NERSHIPS

DIVERSITYWALKING

ENTERTAINMENT AND LEISURE

PLACE ASSURANCE

ATTRACTIVENESS

ACCESSIBLE

PLACE MARKETING

Comparison/convenience

RECREATIONAL SPACE

Barriers to Entry

Chain vs independent

Safety/crime

LIVEABLE

ADAPTABILITY

How much factor influences vitality and viability

How

mu

ch

tow

n c

an

in-

flu

en

ce f

acto

r

Attractions

Accessibility

Amenity

Action

4 As

RetailersComparison/convenienceChain vs IndependentMerchandise

AnchorsDiversityEntertainment & Leisure

1. Attractionswhat the centre has to offer

WalkingAccessibleLiveable

2. Accessibilitygetting into, out of, and around the centre

Appearance Experience Necessities Attractiveness

Recreational spaceSafety and crimeStore development

3. Amenityexperience within the centre

4. Actionmaking things happen

Activity hoursVision & strategy (leadership)Place marketingManagement

Barriers to entryPlace assuranceAdaptabilityNetworks & partnerships

4. Animatormaking things happen

Repositioning

Reinventing

Rebranding

Restructuring

4 Rs

Repositioning“a strategy to enable places to identify distinct capabilities and develop competitive advantages”

(Kavaratzis & Ashworth 2008; Edensor 1998)

Footfall dataindicator of vitalitySupplied by Springboard62 UK towns and cities30 months of footfall (2012-2014)563,828,709 people counted!

Spatial

Macro

Meso

Micro

FOOTFALL

Catc

hm

en

tEcon

om

yC

om

pet

itio

nV

acancy

Inte

rnet

Locati

onOrganisation

Offer

Spatial

Macro

Meso

Micro

MORLEY FOOTFALL FORECAST

451,793

Spatial

Resident populationand

employment

Location+ Morley is located in a densely populated area+ Has a high walkable

resident population+ Has 1.040 businesses

- It is in the North

232,280

Meso

Competition Vacancy- Catchment is attracted to

other, stronger centres - Town’s attractiveness is

weakened by vacancy

167,424

Micro

Organisation Offer

- 13% of footfall lost through lack of organisational

control- Lack of footfall profile. Is

Morley providing an appropriate offer?

(Comparison, Convenience or Speciality?)

Mansfield, Gravesend, Grimsby

150,581

MacroAverage monthly footfall in 2020Economy Internet

shopping

Smaller, comparison shopping towns more at risk. Retail parks and Internet taking more footfall.

Why measure footfall? Represents how important

you are to your catchment – not just retail

Tells you what type of town

you are

Tells you if initiatives are

working Helps town and stakeholders

adapt to changing conditions

What type of town are you?

1. Comparison Shopping Town

A strong retail offer.

Comparison Shopping towns Wide range of retail choice Strong retail anchor(s) Large catchment area Accessible by choice of

means of transport Organise themselves to

compete with other comparison towns and channels

What type of town are you?

2. Speciality town

A unique offer, including retail, events, heritage, etc.

Speciality towns Offer something unique and

special Anchor(s) not retail Attract visitors but serve

local population Have longer dwell time Organise themselves to

protect and promote identity and positioning

What type of town are you?

3. Convenience/Community town

A convenient location for a mix of retail, services and other benefits.

Convenience/community town Focused on local community

– offer, opening times, events etc

Convenience anchor – work, public transport, food shopping, markets

Offers convenient mix of goods and services

Accessible and locally connected

Convenience/community town Organise themselves to

manage accessibility, concentration, reliability, and customer service…… and identify additions to augment offer (click & collect etc)

and Morley? We don’t know….

A convenient/community town with some comparison shopping offer?

Footfall profile needed to assess

Questions1. Will the business plan

position Morley with the correct offer for catchment?

2. Is business plan addressing the 25 HSUK2020 priorities?

simon@placemanagement.org