‘let’s work together’ at the glades steve beverley (csc) natalie owen (vipre uk ltd)

Capital Shopping Centres and Vipre UK LtdECOMM 2008

‘Let’s Work Together’ at The GladesSteve Beverley (CSC) Natalie Owen (Vipre UK Ltd)


Presentation Contents

Capital Shopping Centres (CSC)

CSC Sustainability Credentials

CSC Travel Plans

The Glades – London

Project Background

ASTUTE (EU Project)

Measures Implemented

Project Consortium

Survey Stats

Launch Event

Travel Booklet

The Future – TMA/BTCTEP

Measures 2008/09

Summary/Tips


Capital Shopping CentresCreating places for tomorrow’s customers

Lakeside Boardwalk, Thurrock Chimes, Uxbridge

ECOMM 2008 Capital Shopping Centres and Vipre UK Ltd

Capital Shopping CentresGreat British coverage

12.6 million sq. ft. of space

2,021 units

225 million customer visits a year

AC

D B

Braehead

Eldon SquareMetroCentre

Manchester Arndale

The Potteries

Cribbs Causeway

Victoria Centre

ChapelfieldSt David’s

St David’s 2

A: The HarlequinB: LakesideC: The GladesD: The Chimes

Westgate


Capital Shopping CentresLeading market position9 of the top 30 UK shopping centres

2006 Scheme Location

1 MetroCentre Gateshead

2 Bluewater Dartford – Greenhithe

3 Meadowhall Sheffield

4 The Trafford Centre Manchester – Trafford

5 Lakeside Shopping Centre Grays – Thurrock

6 Merry Hill Centre Brierley Hill

7 the centre:mk Milton Keynes

8 East Kilbride Shopping Centre East Kilbride

9 Manchester Arndale Manchester

10 Whitgift Centre Croydon

11 Eldon Sq. Shopping Centre Newcastle upon Tyne

12 Bullring Birmingham

13 The Harlequin Watford

14 The Telford Shopping Centre Telford

15 Festival Place Basingstoke

2006 Scheme Location

16 The Mall at Cribbs Causeway Bristol

17 Brent Cross Shopping Centre London – Hendon

18 Queensgate Shopping Centre Peterborough

19 The Victoria Centre Nottingham

20 The Arndale Centre Luton

21 Braehead Shopping Centre Renfrew, Glasgow

22 Kingfisher Shopping Centre Redditch

23 WestQuay Southampton

24 Frenchgate Shopping Centre Doncaster

25 Almondvale Shopping Centre Livingston

26 White Rose Shopping Centre Leeds

27 The Oracle Reading

28 Clyde Shopping Centre Clydebank

29 The Glades Bromley

30 Cwmbran Shopping Cwmbran

Source: Trevor Wood Associates 2006 Going Shopping Guide

ECOMM 2008 Capital Shopping Centres and Vipre UK Ltd

Sustainability Credentials

Published carbon footprint

95% energy purchased from renewable sources

Travel plans for shopping centres

Waste streaming and recycling

Economic progress through regeneration (100% brownfield)

Independently audited

Liberty International GroupCorporate Responsibility (CR)


Capital Shopping CentresTravel Plans

MetroCentre, Gateshead – planning obligation

Appointment of Sustainable Travel Manager

Why travel plans?– Commercial– Choice for customer– Environment– Corporate responsibility

Content of travel plan– Infrastructure– Information– Partnerships


Capital Shopping CentresTravel Plans - Partnerships

Retailers

Local Authority

Transport operators

Local businesses

The Glades Shopping Centre (exemplar)


The Glades Shopping CentreLondon Borough of Bromley

Challenges:

150 businesses – 3000 staff

Communication – lack of email/ internet

Variety of shift patterns

Turnover of staff

Conflicting corporate policies


Project Background (2005 to present)Establishment and Development

Travel Plan complete – evidence base

1st implementation stage

Support and commitment from businesses

Steering group

Marketing and media

Green Guardian Sponsors

Branding

Launch event

Travel booklet

Pilot studies

Awards


The ASTUTE ProjectAdvancing Sustainable Transport in UrbanAreas To promote Energy Efficiency

6 cities – London, Dublin, Graz, Budapest, Grenada, Siracusa

Funding – Transport for London & EU

Aim – Overcoming the barriers to cycling and walking/ Public and Private sector/ Toolkit

London – The Glades shopping centre & The London Borough of Bromley

Benefits – Networking, dissemination,

learning best and worst practice, European

promotion, funding, access to expert knowledge Retailers


Measures Implemented2006/2007

Glades Travel Plan

Glades Travel Plan booklet for staff and visitors

Glades website host to electronic Travel Plan booklet

214 Personalised Travel Information Packs distributed to Glades staff by CEN (partner in the ASTUTE project)

M&S staff survey

Internal site audits of M&S, H&M, Boots and Debenhams – support from general managers for pilot studies to take place

Robust Travel Plan Steering Group established - Meeting at least every 6 weeks comprising LEPT, Capital Shopping Centres (General Member, Marketing Manager and Sustainable Travel Manager), CEN and Vipre. Liaises with Seltrans

Travel Plan supported by CSC’s parent company Liberty International PLC

Consultant sits on Merchants Association and Business Breakfast meetings: Glades Travel Plan standing item


Measures Implemented2006/2007

Personal relationships built between the consultant and CSC, the Glades management, store managers, Bromley Town Centre Manager and the local / national press, as well as local partners such as Bromley Council, transport operators and developers.

Significant work time allocated to development of Travel Plan by CSC.

Glades Marketing Manager incorporating Travel Plan measures into corporate branding

Standing weekly item in the News Shopper’s Green Guardian column

Full page News Shopper editorial reserved to promote Glades Travel Plan launch, 22 September 2007, and double page spread advertising results of launch

Consultant sits on Green Guardian Steering Group

Development of a local travel information booklet for staff and visitors

Annual Green Guardian Awards – Vipre consultant nominated on judging committee

Formally confirmed full support from Bromley Town Centre Manager


Project ConsortiumCommitted Partners

Bromley Town Centre Manager (part of Bromley Council)

Local Interest Groups and other Community Stakeholders

TfL TDM Unit

The Glades Marketing Manager

The Green Guardian

The I Move London Campaign

The London Travel Awareness Team

The local Bromley bike company

The Merchants’ Association (representing retailers in The Glades)

The News Shopper (local paper)

Bromley Town Centre Manager


Survey StatisticsAttitudinal and Mode (Travel Plan)

102 survey respondents

Businesses only

42% car (alone)

12% walk

36% bus

4% train

4% car with others

2% car with passenger

0% motorcycle, 0% cycle, 0% underground, 0% bike/train

0% tram, 0% taxi, 0% company car, 0% dropped off

National average of single car use is 71%

Greater London – 41%

Central London – 12%

Outer London – 66%

(National Travel Survey 2001)


Survey StatisticsAttitudinal and Mode (Launch Event)

Modal Split

Walk

Cycle

Bus

Train

Car driver

Car passenger

Attitudes

I already do

Yes

No

Modal Split

No. %Walk 25 20

Cycle 10 8Bus 41 33

Train 8 6Car driver 27 22

Car passenger 14 11

125

Attitudes

No. %

I already do 78 63

Yes 29 23

No 18 14

125


Launch EventEuropean Mobility Week - 2007

‘In Town Without My Car’ day

Local involvement

Staff and visitors

Branded stand

Media/ Photographer

Freebies/ Debenhams etc

Distribution of booklets

Interviews/Surveys

Fun!!!!!!!!!!

Promotion

Posters in stores


Travel BookletLocalised

20 pages

Reference booklet

Maps

Health

Environment

Cost savings

Recruitment packs

Staff/ visitors

Launch event

Prize draw/ raffle tickets

Managers/ Customer services desk

Distribution – support and assistance

Useful Websites and Contacts


Post PublicityLocal Media

Vipre, The Glades, CSC, LEPT, TfL iMove London, Bromley Bike Company, London Cycle Campaign, Debenhams.


TMA/BTCTEPThe Future

TfL Transport Management Association (TMA) funding route – 3 years

Bromley Town Centre Travel and Environmental Partnership - partners

£50k match funding for 3 years – not staff time or resources – 50/50 private/public

Aims:

Set up a partnership of public and private sector which is ultimately self funding and self financing

Help achieve Bromley’s target of a 10% reduction in car use in and around the Town Centre

Work with developers and all other stakeholders to achieve consensus on the need to develop and

implement Travel Demand Management (TDM) measures to reduce pressure on the road network as

a result of the planned development (AAP)

Contribute to the vibrant and thriving Bromley Town Centre and maintain and enhance its competitive

economic and business community and achieve funding

Raise Bromley Council’s profile in community leadership


Measures2008/09


SummaryTips

Travel Plan document – evidence base

Support and commitment from businesses

Range of communication tools

Lack of structure – not sitting at desks all day

Understanding the message and threat – Long term

‘There is a genuine threat to business and it will affect the bottom line if people can’t get to our centre by sustainable means’

Steering group – platform

Marketing and media – instrumental

Travel booklet – awareness

Branding – ownership

Community based – localised

Website – dissemination

Launch event – profile

Pilot studies – models

Awards – recognition

Don’t get hung up on Modal Shift!

Long process – Patience!!!!!!


Thank youAny Questions Welcomed

Natalie OwenPrincipal ConsultantVipre UK Ltd+44 (0) 1483 741 349+44 (0) 7809 387 [email protected]

Steve BeverleySustainable Travel ManagerCapital Shopping Centres+44 (0) 191 493 0236+44 (0) 7977 994 [email protected]

‘let’s work together’ at the glades steve beverley (csc) natalie owen (vipre uk ltd)

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