Martin BlackwellChief ExecutiveAssociation of Town & City Management

The High Street of Tomorrow:Adapting to Meet the Changing Needs of Consumers

Portas Pilots, Town Teams & Programmes

Consumer Trends to 2020

Where are Town Teams Heading?

Business Improvement Districts

Consumer Trends to 2020

Consumer Trends to 2020 •Driven by value•“New outlook, less credit, high costs, depressed income”

•Getting older•“Focus on good service and leisure in nice, safe, local places”

•Want experiences•“Leisure is important. Want places that offer unique retail, cultural, social experiences”

•Use technology•“Technology is a part of life, use it for information, shopping, socialising, deal hunting”

•Expect choice•“Want to be able to shop and live on own terms . Businesses must meet our needs – anywhere and anytime”

VECTA (value; experience; choice; technology; age)

- 'Clicks and Bricks' (Footfall, Sales, Promotion)

- Changing retail patterns ('alive after five', pop-ups)

- “Beyond Retail” (social, leisure, digital, local, cultural)

Less about High Street, more about Centre

The High Street of Tomorrow

Portas Pilots, Town Teams & Markets

Product of the Portas Review (2011)

- Engand only

27 Portas Pilots

- £100k Government funding

- Testing recommendations of review

- Sharing knowledge & best practice

330+ Town Teams

- £10k Government funding

- Generally informal partnerships

What are they?

- Markets

- Pop-up spaces

- Entrepreneur incubation

- Public realm development & enhancement

- Business grants & loan funds

- Volunteering

- Art installations & culture-led events

- Digital High Street

What are they working on?

- Skills, training & mentoring

- Place Branding (marketing & promotion)

- Asset management (community right to buy)

- Increasing perceptions of safety

- Environmental sustainability

- Place Managers (coordinators; ambassadors)

- Strategic planning

- Youth engagement & employment

How town centres used to be …

… and town centres today?

Where are Town Teams Heading?

BIDs & PP/TTs

Both have:

Created enthusiam & formed partnerships

• Focused on important local issues, along a broad spectrum

Begun to take 'ownership' of their own destiny

Reinvested community knowledge into decision-making

“Reinventing High Streets by reinvesting social capital”

BusinessNeeds

Local Authority

Community & Social Interests

Town Centre Managers

Portas Pilots

Town Teams

BIDs

Models for the Future?

Raising the Quality of Town Centres in the Future

Source: Coca-Stefaniak J A (2013), “A strategic approach – a must or a maybe?”, The Geographer, Spring 2013, p. 7

Formal schemes

Public funding Private

funding

Cesena (IT) Granollers (ESP)

Darwen (UK)Business

Improvement Districts (UK)

Lille (FRA)

Salzburg (AUT)

Terrassa (ESP)

Informal schemes

Ludlow (UK)

Vasterås (SWE)

Łodz (POL)

St Helens (UK)

Source: Coca-Stefaniak et al (2009), “Evolution of town centre and place management models: a European perspective”, Cities, Vol. 26, Issue 2, pp. 74-80.

Diversity of TCM approaches

So what?

Source: Coca-Stefaniak J A (2013), Successful town centres – developing effective strategies, Gloucester: ATCM-GFirst

Source: Coca-Stefaniak (2013)

Source: Coca-Stefaniak (2013)

Source: Coca-Stefaniak (2013)

Source: Coca-Stefaniak (2013)

B A

D C

Taking things forward – Researching your town (perception v. reality?)

Soul searching

Developing a shared vision

Research your town centre

Discuss results with key decision makers

Gap analysis (present to future)

Quick wins

Dream … but remain realistic about short term

Moving forward

What is a BID?

BID = Business Improvement DistrictNon-profit management company limited by guarantee

Business-led Business funded Business focused Specific to a defined area

Evolution of BIDs

First BID 1969 in Toronto

Now over 2000 BID in North America(New York = 64 BIDs)

160+ BIDs in UK

Examples also in Germany, Ireland, Sweden, Serbia, South Africa & New Zealand

What do BIDs do?

Represent the needs of business & consumers

Provides a strong collective voice

Ensures a sense of ownership in local desicion making

Create sustainable funding for 'additionality'...

North America

Evovled to address the 'downtown crisis' through 1980's and 1990s.

The 'Doughnut Effect'

Population movement Big-box retail Ring doughnut vs jam-filled

How is it Funded?

1) Through the BID Levy

Based on a % of local business rates Money is collected by Local Authority & given to BID company

The BID Ballot Process

• Select a defined area

• Conduct a Feasibility Study & prepare the database

• Consultation – understanding business needs

• Prepare a Business Plan & promote this

• Commence your ballot

– 50%+ of those voting must say ‘yes’

– 50+% of the aggregate RV of voters must be a ‘yes’

• Maximum five year term

BID Development, Renewal and Training School

BID Training School• Phase One (1 – 3 months) is ideal for anyone

thinking of establishing a BID.

• You will receive tailored support through two group workshops and a location visit from our BID specialist.

• We’ll take you through:

• Where to start on your BID journey

• The consultation process & talking to stakeholders

• Developing your boundary and setting goals

• Projecting your BID levy income

BID Training School

Phase Two (Months 4-12)

• Five workshops and four location visits to ensure you get the face-to-face guidance throughout the process.

• Topics covered include:

• Develop your action plan & Proposal document • How to agree baselines with local authorities & set KPIs, deal with accounting and other company law requirements • Make the most of Board members’ time • Engaging with voters at local and national level

VECTA•Driven by value•“New outlook, less credit, high costs, depressed income”

•Getting older•“Focus on good service and leisure in nice, safe, local places”

•Want experiences•“Leisure is important. Want places that offer unique retail, cultural, social experiences”

•Use technology•“Technology is a part of life, use it for information, shopping, socialising, deal hunting”

•Expect choice•“Want to be able to shop and live on own terms . Businesses must meet our needs – anywhere and anytime”

Some stark facts…1.6 million SMEs do not have basic digital skills

As many as 37% of SME’s do not have a website

Only 1% of SMEs use social media to generate revenue

Small business skills gap

Digital Skills WorkshopsModule 1: Understand Your Customer and Digital Marketing – this module covers the basics of marketing right through to online channels.

Module 2: Develop Your Business Online – introduction to e-commerce and virtual shops – why it isn’t optional anymore to have a web presence.

Module 3: Grow Your Business Through Social Media – provide an introduction to social media content, how to make it easier to generate business and keep engaged with your customer.

Thank you

Martin Blackwell

Assocaition of Town & City Managment

@ATCMUKT: 0300 3300 980E: martin.blackwell@atcm.org