Parking, Personality and People: Perfecting Town Centre Management

The British town centre, often referred to as the “High Street” is changing rapidly – to survive and indeed thrive – there is a real need to recognise that it will have to be different in the future.

Town Centre Management (TCM) has evolved from being tactical to being a strategic role. Viability & vitality are key. It is not only about taking into account the need for present day wins, but also about understanding how economic, social and consumer behaviour will affect the shape, look and feel of the High Street experience long term.

This article considers how personality, people and parking are amongst the key factors necessary for present day wins. The September blog will discuss the key drivers of change and their implications for long term success.

So what are the key focus areas?

• Personality: identifying your Sustainable Competitive Advantage – each town, village and city has its own distinct personality which has to form the basis of tailored strategies to build local resilience. There is no point trying to be something that your town is not. For example in Camberley, the key has to be the military heritage – for without the Military Academy, the town simply would not exist. That doesn’t mean it ignores everything else as a cost to the military. Architecture, events and communications all play a key role in reinforcing the identity of a town.

• People: so many stakeholders to engage with and who need to work well together! This is a highly complex area involving and communicating with businesses, local residents, employees, partnerships between public & private sector, landlords & tenants. A shared vision and pride about any town centre will build a real sense of community which is the glue that keeps it attractive. A town can be a place to work, shop, meet friends, do business, relax, be entertained, find services – the list is endless, so priorities will differ widely. A town centre visit is now seen more as experiential rather than simply shopping based. This can be evidenced by the fact that the number of cafes has grown by 75% over 2 years whilst music shops have declined by 45% over the same period (Source: Experian).

• Parking: often the most emotive part of a town centre experience, rarely complimented, and because it becomes the first…and last impression of any town, is absolutely key to get right. Fairness and accessibility mean active professional management is essential. After all in close competition are the big out of town supermarkets offering plenty of free car parking and a “one stop shop”! An element of free car parking in a town is ideal, indeed it was reported that Cardigan in Wales saw a 50% rise in local business when the parking meters were removed (Source: Telegraph July 2015). Over-zealous parking enforcement though will result in some people not returning to a town, it has to be seen to be fair. Multi-storey car parks help with volume traffic, but with a six-figure annual bill in annual business rates, cannot rationally be expected to be free. Schemes such as pay on exit however, can help boost the overall visitor experience plus increases dwell time which normally means more custom for local businesses.

• Connecting clicks and bricks - the massive increase in internet and mobile e-tailing has had an increasing impact on town centres. However more so now than ever consumers are wanting to check out clothes, feel the fabric on a dress, try on those trainers before buying. E and M-commerce offer immense innovation opportunities to town businesses. One of the simplest, yet very effective, methods used nowadays is having a communal click and collect service available, bringing into town on-line consumers who welcome the convenience.

• Perfect Ingredients: balancing the tenant mix will be key to long term success. It has to not only balance big multi-nationals who are key footfall attractors, with independents vital to avoid “cloned” town centres, but also must consider the mix of business versus residential. This latter factor is more of a planning issue in the South of England due to high house prices where there has been a proliferation of upper floor town centre office space converting to residential use. This can then lead to conflict with town centre management.

• Permanence- living in a 24/7 society: any desirable destination has to link and integrate their daytime, evening and night time economies (NTE). Historically the focus has been only on the daytime economy, but the growth opportunities and economic benefits between 6pm – 5am are far higher. It forms a key part of town economies, providing employment opportunities and wealth creation. To be successful, a separate strategy is required for the “after dark” aspect which focuses on the opportunities rather than has been the case, an area of activity that is a threat and has to be regulated. From a consumer view, the location has to feel safe, offer transport for getting home and have interesting things to see and do – with these will come a higher average spend per person and longer dwell times.

In summary, town centres can thrive only if run like a business with strong communication. Balancing all the differing needs of people involved and focusing on the uniqueness of your town is key, whilst a supportive parking strategy is essential.

Zoe Griffiths Consultancy Ltd has had extensive experience in town centre management strategy and planning. Get in touch to see we can help your town centre survive and thrive or simply to give your views on this article! Call on 07771 917093 or visit www.zoegriffithsconsultancy.com