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High Streets Task Force | 14 June, 2020

June 2020

Reinventing your high street

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Welcome to this interactive e-learn from the High Streets Task Force.

This series of training programmes has been designed to give you an awareness of the different frameworks and approaches to renewing your high street, now even more important as places move to recovery and transformation as a result of COVID-19.

This is an interactive e-learn: simply follow the prompts and click on the buttons to progress. The icons to the right will always be at the top of your screen.

Please click the green arrow in the bottom-right hand corner of your screen to start.

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2

3What does

reinventing

involve?

1Learning

objectives

4How can you

reinvent your

high street?

5Recap &

summary

Contents

What is

reinventing?

Contents

This training session consists of five key areas, designed to equip you with the knowledge and awareness of Reinventing as a strategy for high street renewal.

To return to this page at any time throughout the session, simply press the icon in the top right-hand corner of your screen.

To start, please click the green arrow in the bottom right-hand corner.

You can also access content by selecting one of the chapters to the right.


1 Learning Objectives

As a result of completing this Reinventing your High Street training session, you will have achieved the following learning objectives:

To gain an introductory knowledge of Reinventing as an approach to high street renewal;1

Next




To gain an introductory knowledge of Reinventing as an approach to high street renewal;

To identify and analyse what a town needs in order to reinvent;

1

2

Next






To reflect on what makes a successful example of Reinventing.

1

2

3


2

3What does

reinventing

involve?

1Learning

objectives

4How can you

reinvent your

high street?

5Recap &

summary

Contents

What is

‘reinventing’?

Contents

You have now completed Section 1.

To begin Section 2, please click the green arrow in the bottom right-hand corner.

You can also revisit content from Section 1 by selecting it from the Contents on the right.


2 What is ‘reinventing’?

What does reinventing mean?

First – let’s start by understanding what ‘reinventing’ actually means, and how it can be applied to high streets and local town centres. Select each heading to find out more.


• Reinventing focuses on maintaining a high

street’s relevance to key stakeholders, such

as people who work or live in your centre.

• A town centre must meet the wants and

needs of its catchment, so must recognise

this and adapt accordingly,

• This may involve significantly changing the

purpose of a high street in order to meet local

needs now and in the future. The onset of

COVID-19 and its implications is likely to

accelerate this requirement.


Why reinvent?


What does reinventing mean?



What does reinventing mean? Why reinvent?





needs of its catchment, so must recognise

this and adapt accordingly.



needs now and in the future. The onset of

COVID-19 and its implications is likely to

accelerate this requirement.

• Customer and resident needs are fundamentally

changing, with innovations such as online shopping

reducing physical footfall.

• The COVID-19 pandemic is likely to further this

reduction in footfall.

• Consumer expectations are also increasing,

requiring a greater focus on customer experience

and sustainability, but now also hygiene and safety.

• Towns must therefore reinvent themselves to meet

these expectations and create a thriving high street.

For example, shifting from A1 retail to

leisure/convenience.



2

3What does

reinventing

involve?

1Learning

objectives

4How can you

reinvent your

high street?

5Recap &

summary

Contents

What is

‘reinventing’?

Contents



You can also revisit content from previous sections by selecting them from the Contents on the right.


1

Recognising a need

for change

3

Interventions

supported by

governance

2

Learning from the

environment

3 What does reinventing involve?

Reinventing a high street is a process of acknowledging the rapidly evolving environment, and withstanding significant competition from online/other high streets to maintain visitors.

A successful town centre uses the factors within its influence to adapt to changing user needs, providing an offer that meets their needs.

Let’s take a closer look at what’s involved in reinventing. Select each heading to find out more.


1

Recognising a need

for change

3

Interventions

supported by

governance

2

Learning from the

environment


1 Recognising a need for change

• It must firstly be agreed by key stakeholders such as local public services

and retail partnerships that the needs of the catchment are changing.

• There must be a shared understanding that change must occur – not just

once, but as an ongoing process, particularly with regards to COVID-19

and the ongoing repercussions of the pandemic.

• Insofar as possible, Reinventing can become a proactive process where

a town anticipates change and can be ready to adapt, rather than waiting

for change.



1

Recognising a need

for change

3

Interventions

supported by

governance

2

Learning from the

environment





1

Recognising a need

for change


3

Interventions

supported by

governance

2

Learning from the

environment

2 Learning from the environment

• As well as adapting to change, the new offer needs to match the needs

of users of the centre, whose requirements may have changed as a

result of COVID-19.

• Both the capabilities of the local community and also expertise from

the wider commercial environment should be considered.

• All stakeholders in the town should also be engaged so that all ideas,

needs and capabilities can be taken into account when reinventing.



1

Recognising a need

for change

3

Interventions

supported by

governance

2

Learning from the

environment





1

Recognising a need

for change

2

Learning from the

environment

3

Interventions

supported by

governance


3 Interventions supported by governance

• Once the unique aspects of the town - and requirements brought about

as a result of the pandemic - have been taken into account, the level of

change can be decided.

• This intervention can include space outside the high street, a minor

redesign inc. necessary social distancing measures, or a total revamp.

• This reinventing should come with appropriate changes to governance

arrangements to ensure the change is retained in the long term (if

required).


3 What does reinventing involve? Summary

Changing needs of catchment

Agreement from key stakeholders

Change as an ongoing process

Anticipating/preparing for change before it happens

Local community

Wider commercial environment

Bringing together ideas and capabilities

Recognising unique aspects of the town

Deciding on the right intervention

Shaping governance to fit change

1 Recognising a need for

change

2 Learning from the

environment

3 Interventions supported

by governance


2

3What does

reinventing

involve?

1Learning

objectives

4How can you

reinvent your

high street?

5Recap &

summary

Contents

What is

‘reinventing’?

Contents





1. Key steps you need to take to ‘reinvent’

So how can you begin to reinvent your high street?

Click the heading above to learn about the three key steps to successfully reinventing, and the questions you need to consider to get there.

4 How can you reinvent your High Street?



1. Analyse the demographics of your place

2. Assess the offer and identify what is missing

3. Adapt the offer to meet local needs



a) Analyse the users of your high street:

- What are the key demographics?

- What do your key demographics demand?

- What changes are required as a result of COVID-

19?

- To what extent does this differ from your

expectation?

- Is this in line with nearby high street offers?



1. Assess your place

demographics

Next




c) What else is required in the town?

- What do high streets nearby offer/how are they

responding to COVID-19?


demographics

2. Assess your offer

Next

b) Assess the offer you are currently providing:

- What is offered in your town?

- To what extent does the offer match/meet the

needs of demographics?





d) Manage the practicalities of change:

- What else will you offer?

- How can you use your town’s unique capabilities?

- Which partners will you work with?

- How will you secure investment?

- What is the timescale for change?

- How quickly can COVID-19 measures be implemented?

- How could the town’s selling points work better together?


demographics

3. Change the offer

Next

e) Ensure long-term change can be sustained






demographics

3. Change the offer

d) Manage the practicalities of change

e) Ensure long-term change can be sustained:

- Is there appropriate governance for all partners to

make changes together in a timely fashion?

- Is the town offer geared towards continuous,

proactive change?



Summary

Your town needs to follow three key steps when reinventing:

1. Assess your place demographics

• Analyse the users of your high street, which may alter as a result of COVID-19, and compare this with

what your town currently offers.


• Question what else is required in your town, inc. temporary measures as a result of COVID-19, and how

the town will adapt to offer this.

3. Change the offer

• Manage the practicalities of change, and ensure this is sustainable in the long term.



We will now look at two towns that participated in a reinventing exercise as part of the High Streets UK 2020 project.

We will learn:

• About the town;

• Why there was a need to reinvent;

• What happened as a result of reinventing.

Click on ‘Barnsley’ to find out more.


BarnsleyBallymena



• Barnsley is a large town in South

Yorkshire with a population of ~90,000.

• The town formerly relied on its industrial

heritage, with specialisms of linen and

coal.

• The town is dominated by chains, pubs

and bars, with large retail parks on the

outskirts.

About BarnsleyWhy the need to

reinvent?What happened?

Barnsley



About BarnsleyWhy the need to

reinvent?What happened?

The collapse of key employment sectors and the financial crisis pushed

unemployment above the UK average.

Barnsley attracted primarily older demographics, losing out on younger

visitation to nearby cities such as Sheffield and Leeds.

A major regeneration partnership had previously fallen through, reducing

confidence in the town even further.

Barnsley

Loss of the town centre’s identity as highlighted in the workshops



About Barnsley Why the need to

reinvent?

What

happened?

In January 2014 town centre

regeneration was agreed

and the whole process was

taken over by the Council.

Experience Barnsley, using

£3m of lottery funding,

transformed the unique town

hall into galleries

showcasing local history.

Barnsley

A new town centre

college campus

building opened in

2015, providing

opportunities to

diversify activity in

the town centre.

In July 2019 a new state-of-the-art library

opened in the centre as the “cornerstone”

of a £180m regeneration project.

Infrastructure work

is also underway to

create new car

parking and a

railway footbridge

for access to the

public square.



About Barnsley Why the need to

reinvent?

What

happened?

Reinventing has involved extensive

changes to the town, allowing

wider-scale change and raising

visibility across the North.

The work also tackled the problem

of Barnsley being overshadowed

by other cities – giving younger

demographics a far greater

incentive to visit.

Barnsley

A new indoor market, with over 100

stalls across two floors, opened in

December 2018 offering a modern

shopping experience.

A new independent food hall,

Market Kitchen, opened in autumn

2019, reinventing by extending

activity, focusing on leisure, and

food and drink offer.


We will now look at two towns that participated in a reinventing exercise as part of the High Streets UK 2020 project.

We will learn:

• About the town;

• Why there was a need to reinvent;

• What happened as a result of reinventing.

Click on ‘Ballymena’ to find out more.


BarnsleyBallymena



Ballymena

• Ballymena is a town in Northern Ireland

formed of numerous smaller villages, with a

population of ~30,000.

• The town is a ‘shopping hub’ within Northern

Ireland and holds a Saturday market.

• Along with Barnsley and many other towns,

Ballymena also saw a decline in

manufacturing during the 20th century.

About

Ballymena

Why the

need to

reinvent?

What were

the

findings?

What

happened?



Ballymena

The Troubles, along with a reputation for drug and gun problems,

negatively affected perceptions of Ballymena.

The proximity to Belfast also makes Ballymena part of the commuter belt,

so more and more workers commute to Belfast instead.

Major manufacturing

firms closed their

factories causing

extensive job losses.

Nov 2012

The Patton

Group

320 job losses

Oct 2014

JTI Gallaher

announces

closure and 877

job losses

Nov 2015

Michelin

announces

closure and 850

job losses

About

Ballymena

Why the

need to

reinvent?

What were

the

findings?

What

happened?



Ballymena

About

Ballymena

Why the

need to

reinvent?

What were

the

findings?

What

happened?

In the HSUK

2020

workshops

with Ballymena

stakeholders,

key issues

were identified

that needed to

be addressed.

Loss of town centre’s identity

Although the main town centre in County Antrim,

Ballymena still had poor public perception, limited

leisure activity, high vacancy rates and a strong out-of-

town shopping offering.

Reinforce comparison town identity

Ballymena therefore needed to reinforce their identity

as a ‘comparison town’, which was supported by

footfall and town activity data.



Introduction of free Wi-Fi across

the town and an ‘annual

discount day’ contributing to an

enhanced shopper experience.

Connectivity has given Ballymena an

advantage over competitors, and

allows visitors to access other

innovations such as town-focused

apps.

The collaboration between public and

private stakeholders also ensures

that this change meets the needs of

both, whilst cementing long-term

partnerships.

Ballymena

A town centre partnership was

established and voted for a BID

in February 2015, establishing a

strong partnership between local

private organisations and key

public stakeholders.

About

Ballymena

Why the

need to

reinvent?

What were

the

findings?

What

happened?

Ballymena

footfall

7%H1 2019


2

3What does

reinventing

involve?

1Learning

objectives

4How can you

reinvent your

high street?

5Recap &

summary

Contents

What is

‘reinventing’?

Contents





5 Recap & summary

This section contains a summary of all the key learning points on Reinventing your High Street.

First, let’s recap some of the key takeaways from this session.


5 Recap & summary



Q1What do we mean by ‘reinventing’?

Changing the products and services offered by a high street to meet user needs

Improving the communication of a high street or town centre’s image and identity

Ensuring that a place’s identity and differentiators are understood

a

b

c


5 Recap & summary

Q1

Changing the products and services offered by a high street to meet user needs

Improving the communication of a high street or town centre’s image and identity

Ensuring that a place’s identity and differentiators are understood

a

b

c

• Reinventing maintains a high street’s relevance to customer groups and

residents by identifying and meeting their needs.

• b) is a definition of ‘rebranding’, and c) is a definition of ‘repositioning’.

Click here to revisit the

‘What is reinventing’ summary

What do we mean by ‘reinventing’?


What is ‘reinventing’?5 Recap & summary

What does reinventing mean? Why reinvent?





needs of its catchment, particularly as a

result of COVID-19, so must recognise this

and adapt accordingly.



needs now and in the future.

• Customer and resident needs are fundamentally

changing, with innovations such as online shopping

reducing physical footfall.

• Consumer expectations are also increasing,

requiring a greater focus on customer experience

and sustainability.

• COVID-19 has accelerated the requirement for

change, whether it be temporary or permanent.

• Towns must therefore reinvent themselves to meet

these expectations and create a thriving high street.

For example, shifting from A1 retail to

leisure/convenience.


5 Recap & summary



Q2Which of these is a key step in reinventing your high street?

Assess the connectivity of your town

Identify ways to improve the appearance and place marketing of your town

Establish what is missing in your town’s offer

a

b

c


5 Recap & summary

Q2

Assess the connectivity of your town

Identify ways to improve the appearance and place marketing of your town

Establish what is missing in your town’s offer

a

b

c

Click here to revisit the

insights and lessons from

the practice summary

Which of these is a key step in reinventing your high street?

• Before reinventing can take place, key stakeholders need to

establish how well it currently meets user needs, and what

needs to change to make the high street sustainable.


What do you need to reinvent your high street?5 Recap & summary


Summary

Your town needs to follow three key steps when reinventing:

1. Assess your place demographics

• Analyse the users of your high street, which may alter as a result of COVID-19, and compare this with

what your town currently offers.


• Question what else is required in your town, inc. temporary measures as a result of COVID-19, and how

the town will adapt to offer this.

3. Change the offer

• Manage the practicalities of change, and ensure this is sustainable in the long term.


5 Recap & summary

Reinventing your High Street is one of the four key strategies for high street renewal identified by the High Streets Task Force. Here’s a recap of what we’ve covered today and the significance of Reinventing.


5 Recap & summary


Reinventing a high street means significantly changing the

purpose of a high street to meet changing customer needs

and expectations.


5 Recap & summary


Reinventing your town centre means:

• Recognising a need for change, and creating a shared

understanding of this amongst stakeholders.

• Learning from the environment, looking at both the local

community and the wider commercial environment.

• Interventions which are supported by governance,

taking into account the views of all key stakeholders.



and expectations.


5 Recap & summary


Town centres must complete three key steps

in order to successfully reinvent:

• Assess your place demographics

• Assess your offer

• Change the offer



and expectations.









5 Recap & summary


Successfully planning and reinventing a high

street can prevent visitors from flocking to

competitor towns and online, making your

high street sustainable and adaptable in the

long term.



and expectations.










• Assess your place demographics

• Assess your offer

• Change the offer


Successfully planning and reinventing a high

street can prevent visitors from flocking to

competitor towns and online, making your

high street sustainable and adaptable in the

long term.



and expectations.






• Interventions supported by governance in the right way,

taking into account the unique nature of the town.



Assess your place demographics

Establish what is missing

Change the offer

5 Recap & summary

Reinventing is only one of

strategic framework for high streets. To find out more about the other Rs, please visit our website or get in touch with us to see how we can help.

Reinventing Restructuring

Repositioning Rebranding

The

4Rsof renewal



5 Recap & summary

Have you achieved the learning objectives for this Reinventing your High Street training session?



To reflect on what makes a successful example of Reinventing.

1

2

3

High Streets Task Force | 52

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