Vibrant Market Towns Investment Plan 2017-2022 December 2017

Contents

Executive Summary...... 1 Unique Project Plans...... 21 - 34

Hambleton’s Market Towns...... 2 - 20 Bedale...... 21 - 23 Easingwold...... 24 - 25 Bedale...... 2 Northallerton...... 26 - 28 Easingwold...... 2 Stokesley and Great Ayton...... 29 - 31 Northallerton...... 2 Thirsk...... 32 - 34 Stokesley and Great Ayton...... 3 Thirsk...... 3 Conclusion...... 35 Creating Vibrancy...... 4 Appendices...... 36 - 46 Links With Other Council Strategies...... 5 Implementation and Assessing Impact...... 6 Common Actions Across all Market Towns...... 7 Digital Engagement...... 7 - 11 Professional Communications and Media to Maximise Engagement...... 12 - 14 Developing the Visitor Experience Including Markets...... 15 - 16 Improving the built and natural environments, and ensuring accessibility...... 17 - 19 Distinctiveness...... 20 Executive Summary

Hambleton District Council’s Vibrant Market Towns project That includes: will contribute to work to promote the growth of the economy - one of the key themes of the authority’s Economic Strategy.  their ability to adapt to change  It will deliver this by: building on their individual strengths  making the most of opportunities  creating economically viable and sustainable market  towns supporting communities   supporting projects that will tackle existing and future encouraging collaborative action threats to the market towns, and help develop the  making a difference - small or large. daytime and evening economies This investment plan outlines the current position of the  building and supporting strong bonds between the towns following research supplemented by discussions with Council and the Hambleton business community by key internal and external stakeholders, and with individual working together businesses and business groups. As a result, a number of  developing a proven delivery mechanism for new common themes for the district have been identified alongside projects within the market towns that will have individual investment plans for each town - containing detail ongoing longevity. around resources, timescale and delivery partners.

Hambleton’s market towns - Bedale, Easingwold, Central to this investment plan is the need to achieve the best Northallerton, Stokesley and Great Ayton, and Thirsk - have possible visitor experience - for local residents, leisure and many strengths. However they need to evolve to become more business visitors. vibrant, meet developing needs and ensure future prosperity. The work can also be used to promote the district for inward The council can provide leadership and co-ordination and help investment opportunities - illustrating our re-energised, build and support local networks which will secure their long vibrant market towns as great places to live and the district as term sustainability. an attractive place to work. Each town faces a number of common and individual opportunities – but this plan is about understanding what The initial five year delivery programme for 2017 - 2022 is makes them vibrant. based on common themes and investment plans for each market town.

1 Hambleton’s Market Towns

Hambleton is a rural district, home to the historic market Easingwold towns of Bedale, Thirsk, Northallerton, Easingwold, and Easingwold, with its Georgian Stokesley – each with their own unique qualities. They architecture, is just 12 miles from are dispersed across the district, from its borders with York. Once on the A19, the town was Teesside down to York, each acting as a service centre to the by-passed in 1994 and is a thriving surrounding rural population. Hambleton is a gateway to some community. It benefits from a busy of the most popular visitor areas in the UK, positioned within community facility, the Galtres the Vale of York and Vale of Mowbray, close to the Yorkshire Centre, and there are numerous Dales and on the edge of the North Yorkshire Moors. festivals and events held during the The market towns are supported by a mixed economy of year. A new business network for town traders is emerging agriculture, retail, professional services, manufacturing and which has been supported by Hambleton District Council. tourism. They all have associated industrial estates either in the town or located nearby with small/medium scale Northallerton manufacturing. Northallerton is the largest Due to their proximity to transport routes, and historic or settlement in Hambleton with a current economic drivers, some towns are orientated towards population of over 16,000 - and is larger cities and towns. The Stokesley community has a close predicted to further increase as a association with Teesside, and Easingwold with York. The result of new housing projects. A communities of Thirsk and Bedale are closer to Northallerton. number of new developments are also planned for the town centre – Bedale within a new retail/leisure/cultural development on the 3.5 acre site of the former Northallerton Bedale is home to a cluster of tourist Prison. When complete, this is likely to attract more residents attractions in the town centre into the town centre as well as visitors, and also help develop including the Wensleydale Railway, the evening economy. Bedale Hall and Big Sheep Little Cow. Projects in the pipeline for the town will add to this - such as the cross- town cycleway, Bedale Harbour and the Leech House restoration. The town has a thriving and popular schedule of events including its Yorkshire Day Celebrations, bonfire night, and Saturday car boot sale (March-October).

2 Stokesley and Great Ayton Stokesley and Great Ayton is a busy rural market town, popular as a place to live for commuters, due to its picturesque setting and transport links. It is developing a reputation for food-related events, including a successful annual Food Week. It also hosts an award-winning Farmers’ Market on the first Saturday of each month - recently cited in the Daily Telegraph as a one of the ‘Top 20’ Farmers’ markets in the UK. Close by is Great Ayton - an attractive and a popular destination for local residents and visitors. It benefits from an active business association which organises events, with a very popular Christmas festival.

Thirsk

Thirsk has a traditional English market town appearance with a large, cobbled marketplace, a thriving retail and leisure sector, and a developing cultural offer. Popular as a visitor destination, the town benefits from the nationally recognised World of James Herriot museum, good car and coach parking facilities, an award winning Tourist Information Centre, a racecourse, cinema and the cultural/arts business, Rural Arts North Yorkshire.

3 Creating Vibrancy

Town vibrancy is about creating economic and social activity Towns need both types of user to remain economically in attractive, connected, lively, stimulating, and exciting vibrant. But to develop strong market towns, it is vital that destinations to increase both footfall and dwell time. local residents are engaged in their towns, ensuring they Successfully achieving vibrancy in a distinctive way will are desirable as well as convenient. This is of particular stimulate the daytime and evening economies of the towns, importance given the number of new housing developments enhance community cohesion, and develop more sustainable being built which will increase the level of local residents. It is market towns for the future. Attracting more visitors - and also relevant to Hambleton’s market towns as research shows encouraging them to stay longer - is key to developing that many local residents work outside the district so may vibrancy. A high quality public realm and heritage assets not be naturally drawn into their local town for convenience within and around the towns will be a major attractor. shopping. Attracting higher levels of non-local visitors will help provide a sustainable future for the market towns and the Hambleton’s Market Towns serve as important economic and district as a whole, increasing market town income, footfall community hubs for their immediate residents as well as the and activity. Work also needs to be done to ensure residents wider community of rural villages. At the basic level users of are fully engaging with their town centres. Hambleton’s market towns can be broken into two distinct categories:

 Local residents: the use of a particular settlement is determined more by convenience than desire; with users either living in the town or surrounding area; and the location forming a convenient default stop-off for a wide variety of activities - work, shopping and leisure.  Non local visitors: the leisure use of a particular settlement is discretionary and determined much more by a wish to visit a particular shop, leisure business or attraction. Visitors can be either district residents or external visitors to the district - making the decision to travel in for a day/half day; tourists making a day visit to the area or an overnight stay; or business visitors to local companies/organisations.

4 Links With Other Council Strategies

The delivery of the Vibrant Market Towns project is an integral part of the Councils Economic Strategy, but also has important links with - and compliments the delivery of - a number of other Council strategies including:

 Local Plan - in terms of market towns as a focus for new housing and employment growth and supporting policies on town centres, the built and natural environment and provision of recreation and leisure facilities  Car Parking Strategy - in terms of car parking provision, management, more user friendly, modern customer service and enhancements such as electric vehicle charging points  Commercial Strategy - in terms of potential investment in town centre property to generate a financial return for the Council and maximise the use of our existing assets

5 Implementation and Assessing Impact

Within the plan the timescale for delivery of projects has been in order to allow the impact of the work to be assessed. Core set out as follows: indicators will be used to measure the impact / success of the project overall, how they will be assessed and the frequency H = High priority, delivery within 12 months with which the assessments will take place: M = Medium priority, delivery within three years L = Low priority, delivery more than three years Each project in this plan has output and outcome measures

VMT Impact Assessment - CORE INDICATORS

Baseline data can be calculated/acquired/ Measure Baseline data currently available? Source Assessment / reporting frequency updated? Source Y (footfall monitors due to be installed Footfall measure by town. No Quarterly / before and after key events Nov/Dec) Percentage of Vacancy Rates in each town Yes (Local Data Company) Y (Local Data Company) Annually Balance of Independent v Multiples in Yes (Local Data Company) Y (Local Data Company) Annually each town Food and Beverage customer review data Yes (Tripadvisor) Yes (Tripadvisor) Annually by town. Page views for Hambleton Towns on W2Y Yes (Welcome to Yorkshire) Y (Welcome to Yorkshire) Annually website Northallerton (Yes through NTC) Thirsk (Yes through) WiFi usage data Yes Bedale (Yes through BedaleTC ) Annually Stokesley (Yes through STC) Easingwold (Yes through ETC) Percentage of VMT projects completed Yes Y (through VMT Project Team) Annually

6 Common Actions Across all Market Towns

Despite the inherent differences between the towns, the The Local Data Company Retail and Leisure Trends Report H1 evaluation has revealed a number of common opportunities to 2017 lists the top five openings of stores by classification type be developed in the project: as being:

 Digital engagement  Barbers  Professional communications and media  Beauty Salons  Developing the visitor experience  Cafes / Tearooms  Reinvigorating and revitalising markets  Convenience Stores  Improving the built and natural environments, and  Tobacconists (the growth in Vaping Stores is thought to ensuring accessibility account for this)  Distinctiveness The top five closures of stores over the same period were:

Project 1. Digital Engagement  Public Houses and Inns  Women’s Clothes Changes in Consumer Behaviour  Newsagents Changes in consumer shopping habits due to the growth in online retail is a threat to traditional shops in our towns and  Bookmakers is beginning to change the nature of our high street. Michael  Shoe Shops Weedon from the Local Data Company discussed this issue at the 2017 Hambleton District Council Business Conference, Trends towards cashless transactions, online bookings and commenting on the differential impact of online retail across digitised content are also changing consumer behaviour. It different retail sectors. is important that Hambleton businesses are ready to meet these changes. Independent businesses often do not have the financial or human resources to adapt as effectively as multiples, or the economy of scale in terms of turnover.

7 Online Presence Engagement with digital technology is variable across our businesses. The Council’s investment in free Wi-Fi for market towns and between different businesses. all the market towns is nearing completion and will have a positive effect. The online impression of Hambleton as a destination for both visitors and residents lacks richness and coherence. It is A developing example of good digital engagement is important to take action to ensure our towns do not lose out visitgreatayton.com created and managed by local IT to other locations which are more developed in this respect, developers on behalf of the Great Ayton Business Network. The and have better online marketing. An example of this can be site provides information about the town to both visitors and found in desk- based research which shows that the district residents, whilst providing a platform for local businesses to benefits from a surprising number of attractions both natural advertise, engage with existing and potential customers and and man-made - however many have a weak online presence sell online via a business directory. meaning that they lack digital visibility to anyone who is not very familiar with the district. The Vibrant Market Towns project will also investigate the need to enhance other town specific websites, and encourage There has also been a duplication of websites for some towns the uptake of a click and collect retail solution by working in where the source of the most up to date information is not partnership with ShopAppy. ShopAppy supports local high necessarily the most obvious to the customer. streets, independent and franchise operators, by providing a platform to sell and promote products online to consumers The Virtual Tours project work will develop online video who wish to support local independent businesses and lessen content of the walking routes around each of the towns, and their shopping footprint, but cannot access their high streets the interiors of shops. This will increase business visibility for during working hours. The system provides a local click and visitors through Google Maps which is popular and free to use collect service and also seeks to develop town shopping and but currently underutilised in the district. promotional apps. Three out five of Hambleton’s market towns have already shown interest in the service, hence Engaging Digitally With Customers independently indicating demand. A concerted push to champion shopping local in Hambleton could see the district Each new generation of residents and visitors to the district is becoming the very first ShopAppy district in the country by becoming more and more accustomed to finding information the end of 2018. This way Hambleton’s independents and online. Increasingly they seek to interact with businesses franchise operators can successfully compete with multiples. and with each other online and through social media. The The platform also offers an opportunity to promote the towns interactive web facilitates this and creates opportunities and customise their shopping pages to the unique nature of for commercially important review feedback. An enhanced each town and business. level of digital engagement would futureproof Hambleton’s

8 Engaging With Out Of Town Attractions Gold Standard Digital engagement work in market towns needs to ensure A business/organisation gold standard for digital engagement links with out of town attractions as they are often key will have: influencers in the decision to visit Hambleton in the first place. It is important to ensure that a visit to an attraction also  A website with rich, up to date content, prominent includes a visit to one or more of our market towns. contacts and opportunities for customer feedback/ review Training and Support  Links to active business social media channels (as appropriate) The provision of training, support and funding will be crucial to encouraging uptake in these technologies - for example  A maintained business presence on LinkedIn social media training.  Online retail and/or ShopAppy Click and Collect facilities (where appropriate) The overall aim of the Vibrant Market Towns project is to provide a Gold standard of digital engagement with customers  Good standard of product/event/service photography (residents and visitors), for connected market towns (where appropriate) businesses, supported by inspirational case studies, training  Businesses listed on google business (free listing) with and coaching support. This will encompass the championing description, opening hours and other fields returning of many new or underutilised ideas in Hambleton’s market completed on searches. towns to create a vibrant and engaging online character of each town, where information and service is easily accessible, Businesses which succeed in achieving a gold standard will be navigable, and highly appealing in the same way as is true of acknowledged by the provision of a digital media pack. larger neighbouring towns and cities such as York, Durham, Hawes and Skipton.

9 Project 1: Digital Engagement

Priority Indicative L | M | H Outputs/outcomes cost / Potential Description anticipated measures potential project lead Thirsk S’ley / delivery Bedale sources Gt Ayton window Easingwold Northallerton

Gold standard digital engagement with customers Deliver a gold standard of digital engagement with customers for connected Baseline audit. £5000 Business H market towns businesses, supported by inspirational case studies, training Numbers of support Group / and coaching support. businesses becoming budget per Community  Ensuring all businesses have an online presence in the form of either a digitally engaged with town for Forum in website or social media pages (ideally a mixture of both that is suited to customers / potential training each town. the individual business) customers. support,  Provide training courses in skill gaps areas such as social media training Number of Google depending on to get more businesses engaging with digital technologies. businesses registered audit findings  Produce an award a digital media pack to gold standard operators and richness of content e-Bulletin to engage businesses Produce the fortnightly ‘this is YOUR MARKET TOWN’ digital business Numbers of business Officer time Hambleton H bulletin for each town, to ensure cohesion between the Hambleton District subscribers to ‘this District Council VMT team and businesses. Encourage business to submit their is YOUR MARKET Council stories. TOWN bulletins.

High Street Click and Collect Champion local high street retailers using ShopAppy a website that allows Numbers of Officer time Shop Appy H residents to purchase online from independent market town retailers and businesses and items maintain the personal contact by collecting in-town, later that day or in the listed on ShopAppy. Monetary Hambleton evening. investment District  Aim to become the first ShopAppy district by promoting the system to ShopAppy statistics. by private Council. businesses across all market towns. sector  In areas where ShopAppy has a very small but emerging presence -. Thirsk, Northallerton and Bedale - the project will work towards greater adoption of the scheme and higher quality content.  Establish a minimum of at least ten businesses per town using the ShopAppy system.  Aim to launch with a shop local Christmas campaign across all towns to support the project 2018.

10 Project 1: Digital Engagement (continued)

Virtual tours Deliver better virtual coverage of each market town and its individual Improved coverage Officer or Business M businesses on Google Maps – using Google camera back packs and other of towns on Google volunteer Group / technology as appropriate – to stimulate visits. Street View. time plus Community  Enhance the online presence of the market towns and attract people to insurance Forum in the district as residents, future residents and visitors. costs. each town.  Promote the beauty of the historic market towns to a wider audience.  Provide visual reassurance that Hambleton’s market towns are a quality destination. Town Apps Develop apps for each town to help residents and visitors plan their visits. Improved economic Officer Hambleton L activity in our market time, app District The app will be integrated with special offers from town businesses, towns. development Council triggered on a location-based basis as the resident or visitor arrives in town. costs – Where the resident or visitor offers itinerary details, businesses will have estimated the opportunity to also offer available diary slots for example, for hair £100K. appointments . Residents will be able to buy an appropriate level of car Ongoing parking provision in the nearest Hambleton-owned car park to match the revenue timescale of their visit. When a special offer/appointment from a town costs to be business in accepted, that business will have the option to pay for additional determined. associated parking costs if desired.

11 Project 2. Professional Communications and Media to Maximise Engagement It is important that the district promotes itself strongly to  a PR agency works with each town and its businesses residents and visitors, as a place to visit and spend leisure to target selected publications to generate coverage time. Currently there are a low number of page views for and increase awareness of the market towns offer for Hambleton market town information on www.yorkshire.com residents and visitors. This work could usefully be when compared to other market towns in Yorkshire. (See further developed into offering press trips to travel Appendix Graph 3). writers to visit the towns, stay overnight, sample the leisure offer and then write reviews. This will influence To improve this situation, it is proposed that: readers, stimulate visits and increase the vibrancy of the towns. It is acknowledged that Hambleton’s  photographic and video resources are created for use as attractions, often located out of the town, are frequent promotional material on sites like reasons to visit the area. This work will ensure strong www.yorkshire.com, to support press releases and linkages between the district’s attractions and the social media work, to make available to travel operators market towns, in order to ensure a visit to one will and to individual businesses groups and networks to benefit the other. promote the area  the importance of securing repeat visits to towns  an enhanced geographic awareness of where the towns is recognised by residents and visitors alike. It is are is developed for people unfamiliar with them. This important to communicate special deals and offers could be delivered by branding guidance for the district and if it was delivered district-wide local residents and and each town could develop its own strapline. visitors would be encouraged to move around all the  a promotional plan is produced for each town, towns. supported by digital and print materials. These materials would be used to target local residents who could be encouraged to use towns more, coach operators, and specific groups who could be persuaded to visit – such as families and special interest groups, for example historical societies, golfing, photography, and horticultural groups.

12 Project 2: Professional Communications and Media to Maximise Engagement

Towns Media Library Work with Welcome to Yorkshire to build a high-quality photography and Number of page Photography Hambleton H video library. Use professional input initially, and maintain with an annual views for each of – £5K total District Council amateur photographic competition. Promote with an annual pop-up our towns on www. exhibition. Use for marketing and PR purposes. yorkshire.com Short Hambleton M Third party demand promotional District for use of images. video of Council each vibrant market town – £5K total Annual pop- Business M up exhibition Group / in each town Community - £2K total Forum in each town. Where are our market towns? Develop a simple brand to create geographical awareness and encourage Uptake of the brand Officer time Hambleton M its uptake by businesses. Consult on options. Support implementation by by businesses and (in house District businesses across print and digital media. third parties. design) Council

Promoting the Towns Stage 1  Prepare a promotional plan for each town to stimulate visits. Pick up rates of Design, Hambleton H  Create printed and digital promotional materials (social media accounts, printed material. print and District promotional videos, virtual tours, websites, e-articles), with distribution Views of digital distribution Council plan, embracing reasons to visit, including local attractions, events, food material. costs: overall with and beverage, retail. £2K p.a. individual  Leaflets and digital communications kept up to date by responsible Business party. Associations in each town.

13 Project 2: Professional Communications and Media to Maximise Engagement (continued)

Promoting the Towns Stage 2  Develop communications aimed at specific groups of people to Column inches £5k p.a. for Hambleton H encourage visits, and organise press trips to showcase the towns. It is of press coverage all towns, District important to ensure that out of town attractions are closely associated achieved. including an Council with to the market towns’ offer. allowance for Business photography. Group / Community Forum in each town.

Promoting the Towns Stage 3  Develop articles to champion issues relating to the development of Number of articles Officer time Hambleton L vibrant market towns to a professional audience - LinkedIn articles, produced. District Management Today. Council

Special Offers and Red-hot Deals – just for you! Introduce a district-wide digital bulletin for existing and potential customers Number of existing Officer time Hambleton M containing a list of Special Offers and Red-hot Deals from businesses to and potential District encourage the use of market towns and increase vibrancy as a result. This customers Council could be integrated with any development of a town app in the future. subscribing to the digital bulletin.

14 Project 3. Developing the Visitor Experience Including Markets It is clear that developing the visitor economy, with a wide working lifestyles makes it difficult for working families choice of retail and leisure that will encourage visitors to to visit. Competition from developing and popular market stay longer in the Market Towns, needs to be a priority for models, such as the Orange Pip Market in Middlesbrough, the Vibrant Market Towns Project and will address a range open on a Saturday until mid-evening, is stimulating a desire of key issues. Most importantly we have included local to reimagine our market offer. This project will reinvigorate residents within the visitor economy, as it is crucial that our the Thirsk markets into a new and exciting offer and use the market towns are continually used and visited by local people knowledge and experience gained to roll out similar levels of first and foremost. A strong visitor economy linked with success across the other markets in the district. distinctive market towns will help combat some of the outflow of residents to the surrounding area for activities such as The opportunity to hire a pop-up market stall facility is shopping, eating, drinking, and leisure days. proposed to allow entrepreneurs and developing new and small businesses to test new products and emerging business ideas without long term expense and commitment. This will Markets also provide a pipeline of demand for regular market stalls Currently there is some variability in the performance of the and other business premises. local markets and work needs to be done to further enhance the vibrancy of them and corresponding footfall benefits to the town centres. General markets in Northallerton are strong, yet there is still an opportunity to secure a vibrant Farmers’ or Local Food Market for the town. The long-established Bedale and Thirsk markets offer opportunities for further development and the provision of Food Market or Farmer’s Market-type content. Aspects of promotion and rebranding to attract more traders, a more diverse visitor audience and to re- engage residents is a priority. Common issues across all markets are dwindling attendances, an old fashioned perception by consumers, competition from other retail models such as on-line retail, discounters, and traditional opening times which are incongruent with modern

15 Project 3: Developing the Visitor Experience

Visiting Our Market Towns – an Easy Decision Focus on the needs of the local residents and visitors from initial decision Footfall counts in Officer time Business H making to booking, making the journey, the experience in the town, the the market towns Group / journey home and the recollection of the experience of the visit. Consider centres. Community how to maximise the positive impact at each stage; train and coach in its Forum in implementation, and monitor impacts. Customer satisfaction each town. ratings in the food and beverage sector.

Hambleton Market Towns – Excellence as Standard Embed a culture of excellence in the delivery of quality, service and product Number of Officer time Hambleton L knowledge. Develop the necessary culture amongst business leaders, owners businesses £1k for District and managers. Use coaching and accredited customer service training, undertaking coaching meeting Council where available. or training. venues and training costs.

Our Market Towns – Stand for Quality Encourage businesses to use appropriate quality marks, local and national Number of Officer time Hambleton M accreditations, and review sites. Support by introducing appropriate businesses gaining District categories within awards schemes, and at conferences / events. Seek a quality marks and Council district-wide food and beverage quality mark and encourage uptake by accreditations. supporting entry.

16 Project 4. Improving the built and natural environments, and ensuring accessibility High quality built environments are important to attract is important that plans for the market towns integrate people to our towns. Therefore, continued efforts to ensure themselves well with the rural environment and enhance the the public realm of each town remains well maintained, natural beauty of Hambleton. Existing and new green spaces free of litter and overgrown weeds are a priority. Empty need to be developed and maintained for both residents and shops in the towns should have their windows wrapped in visitors as they link the rural environment and the town visually attractive vinyls to improve the aesthetic of the High centres. There is a proposal for the development of a Town Street. Shop front improvement schemes will revitalise retail Park in the Willow Beck/Applegarth area of Northallerton frontages and will be particularly valuable where they support and for the introduction of street trees into the Northallerton public realm schemes. An attractive town centre encourages High Street area. Plans such as lighting schemes for the towns local pride, enhances image and reputation, and more would not only improve the night time economy but also serve importantly encourages return custom to the centre of town. to highlight built and natural features of our market towns. Clean and well maintained town centres also reflect positively on the custodianship of the councils and help maintain Accessibility is a key - being able to access a destination easily positive relationships with businesses and residents. Further is one of the very first considerations for anyone planning enhancing town centre maintenance is also an opportunity to a visit, whatever their level of mobility. Hambleton’s ageing bring businesses and town residential communities together population also means that the issue of accessibility requires to work alongside each other on a voluntary basis. This has particularly close attention to ensure that existing properties, already proved successful in Bedale. public realm and new developments maximise opportunities in this sector. The long-term importance of an Operational Framework Agreement for each town centre will help maintain the quality Issues around car parking will be addressed in Hambleton of public realm works. However, this will only be effective if all District Council’s Car Parking Improvement Plan which stakeholders support the development of their town document is currently in development. All towns have car parking and sign up to implement it. The Agreements will inform provision, but they don’t all have have provision for coaches, the required standards of the work which do not require and the level of utilisation and capacity varies across each planning permission and will usefully work in parallel with town. The levels of parking capacity, and usage levels within town conservation area appraisals (which in turn, will require the towns need to be reviewed periodically to facilitate early periodic updating). warning of any emerging issues. The natural environment is equally important to Hambleton’s market towns as the rurality of their location is key. It

17 Project 4: Built and Natural Environment

Priority Indicative Outputs/ L | M | H cost / Potential Description outcomes anticipated potential project lead Thirsk S’ley / measures delivery Bedale sources Gt Ayton window Easingwold Northallerton

Investing in Town Centre Property Consider opportunities to purchase high profile town centre properties Number of empty Cost to be Hambleton M which are currently empty or have been long term vacancies and are having properties determined on District a detrimental impact on the vibrancy of the town. Develop in association a case by case Council. with the Councils emerging Commercial Strategy. Commercial basis income Keeping up Appearances Ensure town centres continue to be presented at their very best to attract Visual appearance Largely time, Business H local residents and visitors – in a way which is sustainable for the future. of the town centre. modest sum Group / Use voluntary community and business effort augmented by experienced of £700 /yr for Community professional input in order to achieve high levels of maintenance at a equipment / Forum in lower cost. This model has also been found, in Bedale, to usefully increase materials. each town. business/community cohesion.

Quality by Design Produce an Operational Framework Agreement for each town centre to Visual appearance Est. £15K for all Hambleton M inform public realm works which do not require planning permission. of the town centre. towns assuming District Working alongside existing Conservation Area Appraisals, these documents all Operational Council will protect the current historic centres of the town for the future for the Framework benefit of local residents and visitors. To be successful, these documents Agreements are need to be supported and formally adopted by Town, District and County procured at the Councils. The Conservation Area Appraisals will require periodic updating. same time. Does not include the update of Conservation Area Appraisals.

Windows Working in the Dark Hours Encourage individual retailers to light the shop windows with LED lighting Number of Cost of Business L to improve the overall attractiveness of the town centre in the hours of masterclass masterclass Group / darkness. A shop window lighting techniques masterclass should be run for attendees. £500. Community town traders. Footfall counts. Implementation Forum in costs to be each town. paid for by businesses.

18 Project 4: Built and Natural Environment (continued)

Vibrant High Street Shop Fronts Working with owners of vacant shops to vinyl wrap windows with inspiring Vacancy levels Cost to be Hambleton H images encouraging businesses to take the spaces. determined District Council.

Wayfinding  Audit signage throughout the town centres. Improve, remove, augment Footfall counts. Officer time Business H as necessary, to improve navigation and maximise visitor flow along Group / economic routes Community Forum in  Review and rationalise town centre street furniture - visually improve, To be costed each town. and de-clutter and funding M sought

 Develop signed and interpreted wayfinding routes from the car parks, To be costed key focal and gathering points in the town to the town centre. and funding L sought

19 Project 5. Distinctiveness One of the key strengths and unique selling points of the until they reach a level of consistent popularity and wider district is its market towns. A core project for the VMT team awareness. Some key examples of this can be seen in the will be building on the distinctiveness of them,, creating and North East already: Durham Lumière festival, Whitby Regatta, marketing their own individual unique selling points to assist Whitby Goth Weekend, Stockton Riverside Festival, Stockton in giving them a competitive edge. To do this each market town Calling and the Jorvik Viking Festival in York. Strong event needs to work towards building an element of distinctiveness programmes are a good way to draw in both resident and offering something special that cannot be easily found non-residents alike. They can also strengthen town pride as elsewhere. Existing USPs, such as Stokesley’s association with residents enjoy seeing that their town is a desirable location. food, Thirsk as a cultural centre, and Bedale with events like Well-designed and executed events may also be a way to Yorkshire Day, need support in addition to developing new ones engage with groups that the district struggles to attract and within an overarching Hambleton brand. This can be achieved retain - such as the under 30s. through careful support of promotions - and a key role of the VMT project will be to ensure each town is maximising their There is a need to enhance the geographical awareness of the opportunity for press coverage and promotion. district and the market towns which could be delivered as an overarching brand fort them both. It is likely that the USPs will develop from successful events programmes within the towns, growing year on year

Project 5: Distinctiveness

Hambleton Market Towns – reasons to revisit, time and time and again Build a positive, recognisable and distinctive reputation for the town, Footfall counts. Costs TBA Hambleton H maximising economic and community benefit from new and existing District festivals/events. Support existing and develop new events. Ticketing (if Council ticketed event), car supported by Develop, and host two significant events each year in each market town. parking income. business and community groups in each town.

20 Unique Project Plans

Bedale Bedale is a gateway to the Dales. This offers the opportunity to maximise the benefits to the town from visitors travelling to and from the Dales, Leyburn, Hawes, Thorp Perrow Arboretum, and Masham. It has many strengths and opportunities that can be drawn on, for instance the town’s food and beverage businesses enjoy high approval ratings from customers and, the retail offer is highly independent. The weekly town market offers an opportunity for further development. The town does not currently benefit from a specialist Food Market or Farmers’ Market. A Saturday car boot sale, held weekly from March to October, is thriving and creates opportunities to link more strongly to the retail area. The town centre attractions - Bedale Harbour and the Leech House - are also an opportunity to improve Bedale’s existing assets for residents and visitors alike. residents in terms of accessibility. There is also potential for These include Big Sheep Little Cow and Bedale Community the current town centre to be enhanced for the modern day Bakery. by revisiting elements of the Market Place Redevelopment The town already holds some well supported community Scheme outlined in the Renaissance Market Towns Masterplan events. In its bid to increase distinctiveness, the emerging and Vision [Spawforth Associates, 2004]. This will allow the Business Group is also working hard developing a reputation space afforded by the cobbled areas and pavements to be used as the place to be on Yorkshire Day [1 August] each year; an for the maximum benefit of town vibrancy. event which has potential to grow, year on year. Research is also currently being carried out into the economic Bedale Hall and its associated parkland, a former deer park, is impact of the new relief road on businesses in Bedale. This a real asset to the northwest end of the town as is the restored presents a new opportunity to link Bedale with passing traffic Bedale station and the Wensleydale Railway. without the negative impacts of being directly on the A684. Plans for a Town Centre Art Trail will contribute to this. There are also ambitions locally for public toilet renovations and for the construction of a new through town cycleway which will contribute to the current offer for both visitors and

21 Unique Project Plans: Bedale

Indicative Priority Outputs/ cost / Potential L | M | H Project Description outcomes potential project lead anticipated measures sources delivery window

Support Further Town-centre Attractions  Restore and develop existing attractions including The Leech House and Bedale Harbour with Visits to the Costs to be Hambleton L appropriate interpretation and promotion. Leech House and determined on a District Council.  Support the development of new high quality attractions to add to the local portfolio of Harbour. project by project attractions for local residents and visitors and improve the experience and profile of Bedale basis. HLF – a and bring more people to the town. potential funder.

Vibrant Market for Bedale  Use experiences gained in the operation of the Northallerton market and markets nationally Market footfall. Officer time. Bedale Town M to assist Bedale Town Council to increasing the vibrancy of Bedale market. Number Cost to be Council  Consider introducing speciality markets and enhance the Christmas markets. Potential to advised. extend and modernise the market opening times in Bedale if similar changes to Thirsk market are successful.

A Historic Town Centre for the 21st Century The built environment of the historic centre of Bedale is a key attractor for local residents and Footfall counts To be determined Public sector in Specification visitors. according to final partnership with H  Revisit and deliver elements of the Market Place Redevelopment Scheme outlined within the specification – Bedale Town Renaissance Market Towns Masterplan and Vision Study Document of 2004, endorsed by the est. £5m. Council and local Town, District and County Councils and community. stakeholders  Revisit the market place proposals and extend plans towards the bypass, Bridge Street, and Emgate, using a sequential approach to deliver as resources become available. On site works  Market Cross integrated into pedestrian area M  Pavement widening and carriageway narrowing  Hanging baskets and window boxes on shop fronts  Further shop front enhancement  Pavement retail displays  Incorporate the town’s desire for heritage lighting and improved street furniture.  Fulfil the town’s desire for a town square area outside the post office.

22 Unique Project Plans: Bedale (continued)

Indicative Priority Outputs/ cost / Potential L | M | H Project Description outcomes potential project lead anticipated measures sources delivery window

Meet the Harbour Master  A voluntary figure for ceremonial duties to add to the distinctiveness of Bedale and contribute Press coverage Modest funds Emerging Bedale L to a memorable experience of the town for local residents and visitors. A Harbour Master and images for ceremonial Business Group representing the ‘Port of Bedale’ would be different, quirky and fun, given the geography printed. uniform. Range (in that the town is not close to the sea or river estuary) – and would attract endless PR £500-£3000. opportunities. Commercial opportunities will be developed, linked to the Harbour Master (souvenirs etc.). Bedale - the place to be in Yorkshire on Yorkshire Day  Work with all organisations within the town to develop a distinctive and positive reputation Footfall counts. Time only – costs Emerging Bedale M to make the town remembered for being ‘The place to be in Yorkshire on Yorkshire Day each covered by PR Business Group. year’. Column inches of agency contract. press coverage. The Art of Bedale  Install a town centre Arts Trail of metal ‘flags’ developed by professional artists from designs Footfall counts. Bedale and Bedale and H originating in the local resident community. Display from lamp posts in the town centre to add Social media Villages Villages to the experience in Bedale for local residents and visitors. traffic. Community Community  Maximise linkages from relief road traffic to maximise visits to the town from local residents Forum – sourced Forum. and visitors by commissioning artwork. Attract motorists on the Bedale relief road into funds. Already the town. Consideration must be given regarding linkages to Bedale town centre – repeater secured. artwork in the town centre, souvenirs, storytelling .  Develop signage for attractions which encourage people to stop.

23 Unique Project Plans

Easingwold Easingwold is an attractive market town with beautiful Georgian architecture. The town’s retail offer is highly independent and the town has a good food offer. Like Bedale, Easingwold’s food and beverage businesses enjoy high approval ratings from customers (see Appendix, Graph 3). Easingwold faces the challenge of competition from York, one of the most popular visitor destinations in Yorkshire. This does afford the town the opportunity, though, to capitalise on passing footfall and to link into outreach events such as York Theatre’s Alice in Wonderland. Unlike Hambleton’s other market towns, Easingwold has, until recently, lacked an active town centre businesses network, although a new business network of local traders is emerging. Such a group could potentially act as a delivery body for a number of VMT projects. The weekly market, operated by the Town Council, is a popular destination for traders with a waiting list for stalls and the Town Council is seeking opportunities to increase marketing and promotion to further develop footfall. The town benefits from the centrally located Galtres Centre and a Tourist Information Point. Parking in the town centre is free and unregulated. In order to further improve accessibility for residents and visitors, the Town Council is seeking to introduce short stay parking in some of the areas of the town centre under its control.

24 Unique Project Plans: Easingwold

Indicative Priority Outputs/ cost / Potential L | M | H Project Description outcomes potential project lead anticipated measures sources delivery window

New Town Centre Retail Business Group  Support the establishment of a town centre retailers group in order to provide more business Established, Costs – met in the Easingwold retail H cohesion and an improved visitor economy in the town. active group main by member group  Encourage conversation between the business group and tourist information centre. Foster subscription discussion about website coordination. augmented by a grant [approved] from Hambleton District Council.

Vibrant Market for Easingwold  Use experiences gained in the operation of the highly successful Northallerton market, and Market footfall. Officer time Easingwold Town M in the revitalisation of Thirsk market. Use this acquired expertise to assist Easingwold Town only. Costs to be Council. Council to increase the footfall at Easingwold general market. Consider the development of a advised. speciality food fair in the town square.

Increasing Turnover of Short Stay Parking  Support Easingwold Town Council to introduce short term parking on their off-street land in Greater turnover Easingwold Easingwold Town H the centre of Easingwold, so displacing some long stay parking out of the town centre. This of parking spaces. Town Council to Council. project needs specialist legal advice to guide implementation. determine costs.

Easingwold – reasons to revisit, time and time and again  Build a positive and distinctive reputation for the town, maximising economic and community Footfall counts. Develop, and host Easingwold retail H benefit from new and existing festivals/events. two significant group.  Support existing and develop new events. events each year in Easingwold. Costs to be advised.

25 Unique Project Plans

Northallerton Northallerton is entering an exciting period, with many new developments. Northallerton’s daytime and evening economies are likely to see an increase in footfall once the site of the former Northallerton Prison has been redeveloped. However, it is important that the High Street and the prison site are integrated properly to maximise economic benefits to occupiers and High Street businesses. A Centre For Digital Innovation is planned at the site which will establish a hub for digital businesses in the town centre and encourage collaborative working by digital practitioners. Northallerton’s town centre businesses voted in late 2016 to form a Business Improvement District. The company is now Northallerton is also well served by The Forum which hosts established and has recently published its priorities: film, theatre and community events for residents. It is important that the operational planning of The Forum and the  Marketing and promotion of the town prison development seek to integrate well. Other big draws in the town centre include Bettys Café Tea Rooms, Barkers  Supporting businesses Department Store, Lewis and Cooper, and the Joe Cornish  Managing the appearance and environment of the town Gallery.  Ensuring the town is safe and welcoming at all times. The town is well served by road and rail, and the main train station is on the east coast main line. The second station in The BID will develop its own projects and priorities and the the town, Northallerton West, forms the eastern terminus of VMT project will work closely alongside them to add value to the Wensleydale Railway heritage line. their work. Northallerton has the largest retail offer in the district with As the county town, Northallerton is a popular destination, a mix of multiples and independents - with the highest although this would be further enhanced by the provision of proportion of multiple operators in the district and higher coach parking facilities. Such a development has the potential than the national average (see Appendix Table 2, Graphs 1 and to significantly increase footfall to the town. The town’s Tourist 2). This serves to differentiate the Northallerton retail offer Information Centre receives inquiries about parking facilities within Hambleton. Northallerton has strong local markets, from coach operators and market traders have also requested held weekly on Wednesdays and Saturdays; but there is scope provision. to reintroduce Food/Farmers Market-type content to the town. The town benefits from an annual Home Grown Food Festival which is a major draw for visitors.

26 Unique Project Plans: Northallerton

Indicative Priority Outputs/ cost / Potential L | M | H Project Description outcomes potential project lead anticipated measures sources delivery window

Vibrant Market for Northallerton  Work with local stakeholders to maintain the popular markets offer and seek to maximise the Footfall counts. Officer time, and Hambleton H benefits of the markets for the town as a whole. Traders’ reports. modest levels District Council  Introduce local food content, speciality markets and potential early evening opening. Number of stalls. of investment and local market  Maximise the potential of the new public square / quadrangle at the prison for market, to maintain operators. speciality/seasonal markets, and cultural events. the successful Northallerton market. Connecting the Prison site and the High Street  Develop high quality, safe and attractive routes to link the prison site and the High Street. Footfall. Schemes to be Hambleton M  Improvement of Zetland Street. specified and District Council  Shop front improvement scheme in Zetland Street costs to be  Enhancement of footpaths and ginnels linking new developments with the town and the town determined. centre with the prison and the Forum  Examine the potential for redevelopment along the linkages to improve further the retail and leisure offer.

Developing Cultural Facilities in the Town Centre  Develop town heritage centre Footfall. Schemes to be Hambleton M  Take advantage of the reinvigoration of the town’s evening economy associated with the prison specified and District Council development and development of existing facilities at the Forum, by seeking opportunities to costs to be develop new, well located and complimentary cultural facilities in the centre of town. In doing determined but so, this will result in the legacy of a cultural quarter from the Prison and Town heritage centre, estimated £7- along East Road to The Forum and the emerging Food Quarter in Friarage Street and a more 10m. buoyant evening economy.  Take opportunities to develop attractive links from the High Street to an emerging East Road cultural quarter.

Retail Nurseries  Assess the viability of purchasing property in the town centre that could be used as a retail Tenant Cost to be Hambleton M start-up business nursery, or let on a commercial basis in line with the Councils emerging occupancy rate advised District Council Commercial Strategy to strengthen the town centre business base. With an easy -in easy -out system to allow business to effectively trial their businesses without committing to a long term lease.

27 Unique Project Plans: Northallerton (continued)

Indicative Priority Outputs/ cost / Potential L | M | H Project Description outcomes potential project lead anticipated measures sources delivery window

Wayfinding  Develop signed and interpreted routes to assist and inform local residents and visitors on their Footfall counts To be costed and Hambleton L journeys from the car parks and train station, to the town centre, the Forum and Northallerton funding sought District Council Prison redevelopment (when completed). Ensure new developments are linked with the town centre.

Distinctiveness  Build a positive and distinctive reputation for the town by maximising economic and Footfall counts Cost to be Organisers of H community benefit from new and existing festivals/events. advised the Home Grown  Support existing and develop new events. Food Festival  Support the strengthening of the evening economy in the wake of the prison development.  Seek to extend the highly successful ‘Home Grown’ brand to ‘Northallerton’s Home Grown Christmas’ or similar, and ultimately to other events such as ‘Northallerton’s Home Grown (Local) Food Market’ – all strongly aligned to the original ethos.  Work with all organisations within the town to develop a distinctive and positive reputation to make the town memorable for ‘Home Grown Events’

Northallerton Park  Develop a community park facility in the town in the area along Willow Beck close to the Footfall counts Cost to be Hambleton L Applegarth with strong links to the town centre. Incorporate unique facilities/attractions -: advised. District Council  Event / festival space  Observatory  Permanently exposed archaeological dig area with educational interpretation  Partial reconstruction of the castle with camera obscura  Areas left to natural habitat space with bird hides  Town folly  Link to a heritage trail for the town / ginnels

Link Wensleydale Railway more closely to the East Coast Main Line at Northallerton Station  The Northallerton West halt in Romanby connects Wensleydale Railway with Northallerton Ridership Cost to be Wensleydale L Station but the distance from one station to the other has proved to be a barrier. The plan advised Railway is to develop a small station and some limited car parking on the Arla site, a couple of minutes walk from Northallerton Main Line Station. This would make the heritage line offer significantly more appealing to enthusiasts and visitors who could travel by train to Northallerton, and then walk across the road to join the heritage line service. This project will be actively pursued once other project priorities are completed or funding is secured.

28 Unique Project Plans

Stokesley and Great Ayton Stokesley has a strong reputation for food related events and both Stokesley and Great Ayton benefit from active town-based business networks. The construction of the new Endeavour cycleway, to link the National Cycle Network through Stokesley with the National Rail Network at Great Ayton, to enhance and broaden the experience of local residents and visitors to the area, opens up an opportunity for the complementary towns of Great Ayton and Stokesley to work together. Great Ayton is a very attractive destination for visitors and is developing a reputation for highly successful events in its own right. Stokesley hosts three regular markets – a weekly general market, the monthly Farmers’ Market and a Country Market on alternative Fridays. There is an opportunity to increase the vibrancy and footfall at the general market. Stokesley Parish Council became a Town Council in April 2017 Stokesley and Great Ayton are very attractive places to live – with very positive implications for image and reputation. The and visit. However, their appearance and the visitor experience Town Hall is an important centre in the evening economy of could be further enhanced by improved signage and lighting, the place supported by a number of well-regarded town centre highlighting interesting features such as the River Leven in businesses also serving this market. the town centres. This would also help support the evening economies. Project research indicates that infrastructure for visitors and local residents (car parking , coach parking and The visitor economy in Stokesley and Great Ayton is supported accommodation) may need further development as the by tourism information provision in each town. The Great popularity of the town increases. This also links to the Ayton Tourist Information Centre is relocating to a more ambition to renovate the Stokesley public toilet provision. central location in the Discovery Centre in the town. The need for additional tourist accommodation, particularly serviced accommodation, creates a business opportunity subject to any necessary planning consents. The Angrove Park development will help augment the provision of non-serviced accommodation at the upper end of this sector of the market.

29 Unique Project Plans: Stokesley and Great Ayton

Indicative Priority Outputs/ cost / Potential L | M | H Project Description outcomes potential project lead anticipated measures sources delivery window

Collaborative Working in the Provision of Tourist Information  The complementary settlements of Stokesley and Great Ayton both have Tourist Information TIC footfall Time and The Discovery H Centres. Great Ayton’s centre is to relocate to a more central location in the village at the counts external funding Centre Discovery Centre. This relocation and associated works is being supported by the Hambleton support to District Council External Funding Officer who is raising funds. relocate Great  There is a very early stage proposal to relocate Stokesley TIC into a more central location in Ayton TIC to a the Town Hall. more central location within the Great Ayton Discovery Centre. Project cost £90K.

Stokesley area - Stay a While Longer  Encourage development of additional visitor bed spaces to meet shortage in provision. Monitoring only. To be advised Hambleton Ongoing  Research the current market provision. Occupancy levels. by the External District Council  We will hold a small number of seminars to: Funding Officer with external Outline the market position, commercial opportunities and pitfalls To be determined. agencies – e.g. Highlight the importance of the quality agenda Officer time only Welcome to Introduce destination development and management agency, Welcome to Yorkshire Modest seminar Yorkshire. Introduce the planning team who can advise on planning issues costs – around Introduce Business Engagement Officer who can provide 1-2-1 business support and £200/£300 per signposting as necessary event. Vibrant Markets for Vibrant Towns  VMT team to work up a model for revitalising general markets. The team will use this acquired Footfall counts. Officer time and Stokesley Town M expertise to offer to assist Stokesley Town Council to increase the footfall at and vibrancy of promotional Council. Stokesley market. costs to be determined.

River Leven  Work with the River Leven project group to enhance the public amenity along the banks of, Footfall counts. Cost to be River Leven H and in the locality of the River Leven in Stokesley town centre. To include interpretation, determined project group signage and accessible routes to and from the town centre. and externally funded.

30 Unique Project Plans: Stokesley and Great Ayton (continued)

Indicative Priority Outputs/ cost / Potential L | M | H Project Description outcomes potential project lead anticipated measures sources delivery window

Wayfinding  Develop signed and interpreted routes to assist and inform local residents and visitors on their Footfall counts Stokesley Town The Discovery L journeys from the car parks, Great Ayton Station, and the Endeavour Cycleway to the town Council and Centre centre. Great Ayton Business Forum

Distinctiveness  Build a positive and distinctive reputation for Stokesley and Great Ayton. Footfall counts Costs vary by Stokesley Town H  Maximise economic and community benefit from new and existing festivals/events. event. Stokesley Council and  Support existing and develop new events. Food Week will Great Ayton  Work with all organisations within Stokesley and Great Ayton to develop a distinctive and cost c. £15K net Business Forum positive reputation to make the towns memorable. Stokesley is developing a reputation as a of income each food town and Great Ayton for memorable events. year as it seeks to grow and increase reach. Leader funding anticipated for 2018.

Stokesley free Wi-Fi Completion of Stokesley free Wi-Fi is imminent. Usage figure Hambleton H  Work to encourage business engagement. District Council

31 Unique Project Plans

Thirsk Thirsk has a strong offer as a market town with a reputation for culture and renowned visitor attractions such as the World of James Herriot and Thirsk Racecourse. Thirsk Museum is located at the birthplace of Thomas Lord, in 1755, founder of Lord’s Cricket Ground, and also hosts Thirsk and District Museum Society. Crews are currently filming Channel 5’s ‘The Yorkshire Vet’ in the town, facilitated by the World of James Herriot. Thirsk’s markets are held weekly on Mondays and Saturdays and the local infrastructure offers capacity for further increasing footfall and the numbers of traders. Plans are emerging to capitalise on these opportunities, to invest more resources in marketing and promotion, and revitalise the markets offer. The town does not currently benefit from a specialist Farmers’ or Local Food market, and this creates an opportunity to attract specialist markets. The town benefits from the volunteer-run Ritz Cinema, one of Auction Mart. Close by, Sowerby Gateway offers new homes - Britain’s oldest operating cinemas, an award-winning Tourist with a sports village and business park planned. Information Centre, and the resources and expertise of long- With the support of Hambleton District Council, Thirsk and established Rural Arts, based at the Courthouse. Thirsk’s District Business Association is currently developing its offer developing cultural distinctiveness will facilitate the hosting of and reach, in order to support an even more vibrant local more unique and creative events in the town. business community. The recently re-invigorated Herriot Also in the town is The Clock - an independent charitable Country Tourism Group seeks to refocus support for members organisation which delivers services to young people and within the visitor economy sector. adults across North Yorkshire - and a modern Farmers’

32 Unique Project Plans: Thirsk

Indicative Priority Outputs/ cost / Potential L | M | H Project Description outcomes potential project lead anticipated measures sources delivery window

Herriot Country – All Together Better for the Visitor  Support the developmental plans of the Thirsk-based Herriot Country Tourism Association Increased footfall Activity will Herriot Country H to evolve and refocus support for members within the visitor economy sector across Herriot in the towns. be funded by Tourism Country. This is an important group as it facilitates easier access to the sector for the VMT Customer Association Association team. satisfaction resources and  A stronger tourism association in the district will assist the quality development of the visitor ratings in the successful economy and support for other projects in this programme. attractions external funding and visitor applications. accommodation sectors. Growing a Business Network  Support the developmental plans of the Thirsk and District Business Association for different Number Officer time. Thirsk and H business sectors, including town centre retailers. This work proposal has been supported by of engaged Hambleton District Business the HDC grant for the purpose. A stronger association in the town will assist the development town centre District Council Association of and support for other projects in this programme. businesses. grant and Association funds.

Vibrant Markets for Thirsk  Reconsider all aspects of the markets offer. VMT team to work up a model for revitalising Footfall, and Officer time. Hambleton H other general markets in the district, based on previous experiences and existing good practice number of Costs to be District Council in other market towns. traders determined.  Use this acquired expertise to revitalise Thirsk markets in partnership with the HDC market operations team.

Vibrant High Street  Work closely with landlords in Thirsk to keep high street properties full and vibrant. Vacancy rates. Officer time. Hambleton M  Encourage new start-up businesses to take high street stores. Costs to be District Council  Wrap empty shop windows with inspiring images encouraging businesses to take the property. determined.

33 Unique Project Plans: Thirsk (continued)

Indicative Priority Outputs/ cost / Potential L | M | H Project Description outcomes potential project lead anticipated measures sources delivery window

Business Nursery  Seek a site or property that could be used as a retail start-up business nursery, with the aim Tenant Costs to be Hambleton M that strong retail businesses move on into properties on the high street or within the town. occupancy rates determined District Council With an easy -in easy -out system to allow business to effectively trial their businesses without committing to a long term lease. The ideal property would also have a covered area for events on site allowing 12-months a year usage for the benefit of the town economy.

Thirsk – reasons to revisit, time and time and again  Build a positive and distinctive reputation for the town, maximising economic and community Footfall counts Develop, and host Thirsk Business H and ongoing benefit from new and existing festivals/events. two significant Association  Support existing and develop new events – possibly a Festival of Song events each year  Work with all organisations within the town including Rural Arts North Yorkshire and the Ritz in Thirsk. Cinema to develop a distinctive and positive reputation to make the town memorable for its Costs to be cultural offer. advised.

Thirsk – Here is the News  Recruit a volunteer town crier for ceremonial duties to add to the distinctiveness of Thirsk and Press coverage Modest funds Thirsk Business M the experience of the town for local residents and visitors. Commercial opportunities will be and images for ceremonial Association developed linked to the Town Crier -souvenirs, Crying School training offer, Crying Experiences, printed. uniform. Range selling advertising Footfall counts. £1000 - £2000.

34 Conclusion

This Vibrant Market Towns programme has real potential By 2022, Hambleton’s market towns will be even more vibrant, to deliver both in the short [up to 12 months] and medium desirable places to visit, popular with residents and have a term [up to five years] under the custodianship of Hambleton strongly developing brand identity. The towns and businesses District Council, and in the medium/long term [year six within them will be easy to find online and eager to engage onwards] utilising a local delivery model. with customers. They will be identified with high level of customer service and premium product knowledge. The resources required to support the delivery of the Plans will be accessed from a range of sources. A number of schemes will The key to success in the medium/long term depends on be supported through the Council’s Economic Development the commitment from local stakeholders to work together Fund and funding for larger schemes will be approved on a and take responsibility for the programme – as well as the project by project basis by Cabinet. External funding will also availability of external funding programmes to support be sought with the council’s help. delivery. The external funding landscape post Brexit, April 2019 onwards, will change but we will continue to maximise The VMT team is currently in place for three years to support support from whatever sources become available. the delivery of the Plans and secure the engagement of key local stakeholders, they will be supported by members of the wider Business and Economy Team including the External Funding Officer and Business Engagement Officer. It will also work closely alongside other Council Teams including Leisure and Communities, Planning Policy, Design and Maintenance, Communications and Waste and Street Scene. Work to explore future delivery options beyond the three year VMT team - through external stakeholders – is also underway.

35 Appendices

Table 1

Retail offer – multiple vs independent

Town No. Retail Units No. Leisure Units % Multiple % Independent

Northallerton 235 51 39 61

Stokesley 65 21 32 68

Thirsk 155 45 28 72

Bedale 66 25 18 82

Easingwold 57 17 19 81

National 36 64

Source: Local Data Company

Overall the majority of Hambleton towns are dominated by independent retailers; this is a real selling point for our market towns.

36 Graph 1

Proportion of Leisure to Retail Units across Hambleton’s Market Towns

Easingwold

Bedale

No. Retail Units Thirsk No. Leisure Units

Stokesley

Northallerton

0 50 100 150 200 250

Source: Local Data Company 2017

37 Table 2

Markets Position

Town General Farmers’/Local Food Country

Northallerton Weekly: Wednesday and Saturday Closed 2017 Weekly: Fridays

Stokesley Weekly: Fridays Monthly: first Saturday Alternate Fridays

Thirsk Weekly: Mondays and Saturdays Closed 2016 28

Bedale Weekly: Tuesdays Closed 2016 18

Easingwold Weekly: Fridays Monthly: third Wednesday Weekly: Fridays (except. Jan)

July 2017

As the table shows, some farmers markets have been struggling within the district. Stokesley Farmers’ Market is one of the top 20 in the country [Daily Telegraph, May 2017].

38 Graph 2

Results from TripAdvisor approval ratings for food and beverage businesses were aggregated, and compared to competitor towns nearby. Customer ratings are strong across most towns apart from Northallerton, this could have negative implications for footfall in the town. Nevertheless, the results from our comparator towns do indicate, on average, their greater strength in this analysis than Hambleton towns.

Aggregate consumer satisfaction ratings for Hambleton market towns food and beverage businesses compared to 6 comparators

Pickering

Helmsley This graph compares customer satisfaction Bishopthorpe Road, York ratings of food and Skipton beverage businesses in the five key Hebden Bridge Hambleton market towns with six Malton comparators, in terms of the percentage of reviewed businesses: Easingwold

Achieving over 80% Bedale ‘excellent’ consumer ratings Thirsk Achieving a combination Stokesley of over 80% ‘very good’ or ‘excellent’ consumer ratings Northallerton

0 10 20 30 40 50 60 70 80

Source: Tripadvisor, January 2017

39 Graph 3

Page Views for Yorkshire Market Towns on www.yorkshire.com for 12 months to February 2017

Easingwold

Bedale

Stokesley

Northallerton

Thirsk

Ripon

Helmsley Hambleton’s Market Towns Richmond Other Yorkshire Market Towns Leyburn

Malton

Pickering

Hebden Bridge

Skipton

Hawes

0 10000 20000 30000 40000 50000 60000 70000 80000

Source: Welcome to Yorkshire, February 2017

40 SWOT Analysis for Bedale

Strengths Weaknesses  Historic town centre.  Visual appearance of the town centre could be improved to reflect the beauty of the  Located next to A1. town.  High proportion of attractions in town centre such as Big Sheep Little Cow, Bedale  The impact of Bedale’s A1 relief road is yet unknown (although a study on its impact Hall and The Wensleydale Railway. has been commissioned, results due mid Sept).  Exciting projects in the pipeline for Bedale including: Cross-town Cycle Way and the  Work need to be done to increase the level of integration between the town and restoration of Bedale Leech House. Bedale car boot sale, to help spread visitors across the town.  High level of independent shops.  Bedale lacks a strong evening economy.  The towns food and beverages businesses enjoy high approval ratings.  Linear high street limits the paths visitors take around the town.  Thriving Saturday car boot sale.  Reluctance to embrace social media and in some cases, online retail.  Well established Scout fete, bonfire night and retail led Christmas events.  Confused levels of, and sometimes out of date information available online and in  Emerging Bedale business trade group. print about the town. Weak distribution of print.  Unique feature of Bedale Leech House.  No concerted online and customer relationship marketing.  Established Ninja Knitters team.  Variable, and relatively low levels of digital engagement.  Lack of good quality and up-to-date digital media (photographs and video) for promotional work.  Lack of a recognisable geographic identifier associated with the town.

Opportunities Threats  Opportunity to develop Bedale’s weekly market as the town doesn’t currently  Complacency, Bedale is a good town however continual improvement are needed to benefit from a farmers market or food market. continue the success of the town into the future.  Bedale is currently working on becoming the place to be on Yorkshire Day (1st  Potential for Bedale to lose visitors if it does not improve its visibility from the Relief Aug) and had a great success this year with it, holding a popular open market in road. the town, as well as serving up a traditional dose of Yorkshire charm. This has  Only 6-8 Miles from the Scotch Corner Designer Village. the potential to grow year on year with other new and existing events running in  (See District level threats). parallel in the town.  Opportunity to maximise linkages between the town and relief road.  There’s an opportunity to install sympathetic architectural lighting in Bedale on choice buildings such as St. Gregory’s church which look towards the relief road and improved shop window lighting. This would highlight the town to passers-by.  Given the density of visitor attraction in the centre of Bedale there’s an opportunity to leverage visitors to maximise the benefit of this traffic to the town.  Build on earlier successes of the Wensleydale Railway.  Potential to work with the Tourist Information Centre.  Develop a more distinctive identity for the town.  Capitalise on the town’s harbour for the benefit of town promotion.  Opportunity to collaborate with larger attractions on the borders as well as other population centres.

41 SWOT Analysis for Easingwold

Strengths Weaknesses  Small historic market town.  Unregulated parking in the town centre leads to a clogged town centre – Town  Beautiful Georgian architecture. council is seeking to introduce short stay parking in areas under their control.  Located close to the A19 arterial route.  Lack of developer interest in a petrol station in Easingwold, despite land being  High proportion of unique independent shops. allocated for one.  The town’s food and beverages businesses enjoy high approval ratings.  Easingwold has the lowest population making it more dependent on the visitor  Popular weekly markets with a waiting list for traders. economy which is currently underutilised.  Monthly Farmers Market.  Lack of alignment with the district; Easingwold is more orientated towards York  Close proximity to York means it benefits from some of the visitor traffic to the city. which could have implications for community allegiance.  Thriving community with excellent community facility in the Galtres Centre.  Low levels of population.  Numerous festivals and events held throughout the year.  Lack of cohesion between town centre businesses.  Reluctance to embrace social media and in some cases, online retail.  Confused levels and sometimes out of date information available online and in print about the town. Weak distribution of print.  No concerted online and customer relationship marketing.  Variable, and relatively low levels of digital engagement.

Opportunities Threats  Easingwold could potentially be of great strategic importance to the district as a  Lower than desirable levels of awareness of Easingwold’s offer within the wider gateway town to the district. Easingwold’s location near a large urban population district and surrounding areas threaten the long term success of the town. means that if the town’s overall offer was strengthened it could act as a conduit to  Competition from York in terms of leisure and retail provision. tempting visitors from York into Easingwold and beyond.  Over development of new retail outlets could have a destructive influence on the  Easingwold is a blank canvas in terms of having a unique selling point; Easingwold town character. has the freedom to develop its own unique distinctiveness which could be a great  (see District level threats). opportunity for innovative ideas.  Emerging business network provides a great opportunity for collaboration.  Competitive edge on housing prices compared to York.  Potential to work with the Tourist Information Centre.  Opportunity to work with the Galtres Centre on the promotion of events and the town.  Opportunity to collaborate with larger attractions on the borders as well as other population centres.  Opportunity to maximise linkages between the town and the A19 by-pass.  There’s an opportunity to install sympathetic architectural lighting in the town on choice buildings such as The Old Town Hall, and improved shop window lighting. This would highlight the town’s offer to visitors in the dark hours.  Develop a more distinctive identity for the town.

42 SWOT Analysis for Northallerton

Strengths Weaknesses  County Town with historic roots.  Concentrated number of empty retail units at the south end of Northallerton high street.  Picturesque setting.  Visual appearance of the town centre could be improved to reflect the beauty of the town.  Highest population of the districts towns.  Limited availability (or apparently limited) availability of affordable housing for young single  Excellent transport links with A1, A19, and Northallerton Station. adults who maybe considering moving to the district.  Strong weekly town centre markets.  Need for greater business and community cohesion.  Pro-active business community (Northallerton Business Improvement District (BID),  Lower than desirable levels of awareness of Northallerton’s offer within the wider district and Northallerton Retail and Business Forum (NRBF), First Monday). surrounding areas.  High proportion of national retailers/multiples on the high street, which is a unique quality  Whilst the weekly markets are successful, they have still seen a decrease in footfall in recent within the district, makes Northallerton a desirable shopping destination for district residents. years.  Strong variety of local events such as: Santa Sunday, May Fair, Bonfire night, Home Grown Food  Dominance of town centre landlords. Festival, Northallerton 10Km Run, and various craft fairs/events held in the Town Hall i.e. Mini  Traffic congestion caused by level crossings, particularly Low Gates. Gin Festival.  Linear high street limits the paths visitors take around the town.  Strong sense of town community, with many popular community groups such as ParkRun and  Variable, and relatively low levels of digital engagement. the Forum.  Reluctance to embrace social media and in some cases, online retail.  Northallerton Prison Development – will improve Northallerton’s night time economy and retail  Confused levels and sometimes out of date information available online and in print about the choice for residents. town. Weak distribution of print.  Town Wi-Fi helps residents and visitors to navigate the town centres, encourages lengthier visits  No concerted online and customer relationship marketing. to the town, as well as supports local businesses.  Lack of good quality and up-to-date digital media (photographs and video) for promotional  Support for small and new businesses at Evolution. work.  Lack of a recognisable geographic identifier associated with the town.  Lack of a town park. Opportunities Threats  Developing the dark hours environment, with the development of the prison more people are  Complacency, Northallerton is a strong town; however continual improvements are needed to likely to frequent Northallerton in the evening. Architectural lighting on key buildings and continue the success of the town into the future. improved shop window lighting would increase the town centre appeal especially during winter.  Proliferation of out of town retail parks in neighbouring towns and nearby locations, for exam-  Northallerton benefits from many strengths, such as location, history and general town charm ple Teesside Park and Scotch Corner Designer Village may damage footfall to the high street. which would lend itself excellently to the visitor economy, a currently undercapitalized sector of  High levels of employment within one sector could lead to dependency, whilst this is not cur- Northallerton’s economy. Bringing more visitors, both internal and external to the district, to the rently problematic, a future recession or financial crisis could lead to significant loss within the town has the potential to increase footfall, income and atmosphere within the town. town.  Potential to extend the Markets into the evening to capture a new audience i.e. people at work  Lack of a town specialism makes it hard to consistently sell Northallerton as somewhere to visit. during the current core hours of the market.  Reliance on key town centre businesses as a draw leaves the town vulnerable should they ever  New housing developments attracting new residents into Northallerton which needs to be decide to leave or close. capitalised on to improve the vibrancy of the town.  (See District Level threats).  Incorporating the traffic to and from the prison development into the town insure all businesses benefit from the increased custom. The redevelopment of Zetland Street and the other ginnels linking the High Street to the Prison is the key to this, combined with increased shop front frontage appeal in Zetland Street.  Opportunity to develop the Home Grown Food Festival brand into further events such as Northallerton’s Home Grown Christmas.  Develop a more distinctive identity for the town.  Potential to work with the Tourist Information Centre.  Opportunity to improve the frontages of Zetland Street shops.  Capitalize on the town market square to trial small events.  Development of an imaginative town park in the area of Willow Beck/The Applegarth.  Develop a new station for Wensleydale Railway at the old Arla site – close to the existing east coast main line station.

43 SWOT Analysis for Stokesley and Great Ayton

Strengths Weaknesses  Stokesley is picturesque historic market town.  There’s a need for more serviced accommodation.  Stokesley has a good selection of highly independent shops.  Lack of an active night time economy  The town hosts the successful Stokesley Food Week.  Public realm maintenance could be improved with the assistance of volunteering  Stokesley’s nationally recognised Farmers Market [Top 20 farmers Markets UK, Daily project to bring the towns together. Telegraph, May 2017].  Stokesley’s reputation as a commuter town may prove a double edged sword  Strong transport links, just 10 miles outside of Middlesbrough. encouraging people to live there but discouraging visitors who may assume the  Popular commuter town. town has nothing to offer them. The town must be careful to avoid this as its sole  Great Ayton is a pretty, historic village just 3 miles from Stokesley and a popular image. leisure destination for local residents and visitors in its own right.  Lack of alignment within the district. Stokesley is more orientated towards  Both Stokesley and Great Ayton have strong business networks. Great Ayton’s Middlesbrough which could have implications for the community allegiance. network has delivered several successful projects in their own right such as  High housing prices. visitgreatayton.com and a hugely popular Christmas event.  Parking congestion on busy days.  Affluent catchment area.  Reluctance to embrace social media and in some cases, online retail – particularly  Large number of financial and professional services. Stokesley.  Confused levels of, and sometimes out of date information available online and in print about the town. Weak distribution of print. Particularly Stokesley.  No concerted online and customer relationship marketing. Particularly Stokesley.  Variable, and relatively low levels of digital engagement. Particularly Stokesley.

Opportunities Threats  Similarly to Easingwold, Stokesley could potentially be of great strategic importance  Like most towns Stokesley need to ensure it is constantly improving its offer for to the district as a gateway town. Stokesley’s location near a large urban population both visitors and residents. means that if the town’s overall offer was strengthened, it could act as a conduit to  Stokesley faces stiff competition for footfall from many attractions and outlets in tempting visitors from Teesside into Stokesley and beyond. Teesside, even natural attractions such as the coast will be competing the same for  Opportunity to work with Great Ayton and Stokesley together, and combine their traffic. complimentary offers. Great Ayton benefits from visitor attractions such as Captain  Reappearance of plans for a supermarket in Stokesley may cause conflict amongst Cook’s School Rooms. residents and town centre businesses.  Opportunities to develop and grow Stokesley already strong events programme to  There are mixed views on the integration of the markets with the high street. maximise the number of visitors to the town.  Competition with out of town retail sites such as Teesside Park.  The building of the Endeavour cycleway linking both towns together with national  Any future loss of key food businesses in town could damage Stokesley’s appeal, rail and cycle networks could provide and excellent way into joining both towns on work should be done to prevent this. a project.  (see District level threats).  Expanding and growing the vibrancy of the general market offer in Stokesley.  Developing the dark hour’s environment, architectural lighting on key building and natural features, as well as shop windows, would increase the town centre appeal especially during winter.  Potential to work with the Tourist Information Centres in each town.  Opportunity to collaborate with larger attractions on the borders as well as other population centres.

44 SWOT Analysis for Thirsk

Strengths Weaknesses  Picturesque historic market town.  Recently closed Farmers Market.  Good selection of independent shops.  Low footfall on Saturday’s Market.  Great transport links A1, A19, Thirsk Station (16 minutes to York by Train).  Lack of cohesion between local businesses.  Twice weekly local markets (Monday market is most successful).  Public realm maintenance could be improved with the assistance of volunteering  Award winning Tourist Information Centre (TIC). project to bring the town together.  Good car and coach parking.  Heritage constraints on developments in Thirsk.  Well established base of cultural businesses and museum.  Reluctance to embrace social media and in some cases, online retail.  Nationally recognised museum, The World of James Herriot attracts film crews and  Confused levels of, and sometimes out of date information available online and in international attention to Thirsk. print about the town. Weak distribution of print.  Active Thirsk and District Business Association currently developing its offer to  No concerted online and customer relationship marketing. support local businesses.  Variable, and relatively low levels of digital engagement.  Strong community spirit. Opportunities Threats  Expanding , developing and growing the markets offer. Opportunity to revitalise the  Like most towns Thirsk need to ensure it is constantly improving its offer for both markets by making fundamental changes to times and location to make them more visitors and residents. accessible to a wider audience with the aim to draw in more visitors and residents.  Increased weekend activity at Thirsk racecourse may threaten custom in the town  Opportunity to work with The Herriot Country Tourism Group to support the centre. promotion of the area for the benefit of the market towns.  Proliferation of large supermarkets and out of town attractions.  Support the development of the Thirsk and District Business Association.  Succession planning for family businesses and volunteer run attractions.  Support and expand the programme of festivals and events such as Thirsk and  Leakage to other town centres. Sowerby Festival.  Increasing interest in budget hotel bed spaces may threaten the independent  Potential to develop overnight campervan pitches and electric car charging points. operators in the serviced accommodation sector.  Developing the dark hour’s environment, architectural lighting on key buildings and natural features, and shop window lighting, would increase the town centre appeal during the dark hours.  Potential to work further with the award-winning Tourist Information Centre  Opportunity to collaborate with larger attractions on the borders as well as other population centres.

45 SWOT Analysis for Hambleton District

Strengths Weaknesses  Picturesque setting between North Yorkshire Dales and Moors.  Struggles to attract young workforce: outflow of households between 15-19 year  Excellent transport links (road, rail & air). olds.  Low unemployment rates.  No readily available workforce due to low levels of unemployment.  Relatively affluent population.  Lack of diversity within the district.  Well run, financially stable, district council.  High housing prices.  Strong, proactive or emerging business communities.  Labour shortages.  Excellent provision for business support.  Net exporter of workers.  Free public WiFi in the majority of market towns.  Under promotion of the attractions within the district.  High level of business start ups.  Perception of the markets as ‘tatty’ or taking business from retailers rather than as  Rise in self-employment after 2008 recession has led to many successful micro an attractor to the town. businesses.  Leakage to other town centres.  Above average skilled population.  Reluctance to embrace modern technology.  Little evening economy.  Low level realization of social media opportunities for working with business groups, maximising customer relationship management and promoting town/ district events. Opportunities Threats  Opportunity for the creation of a geographic identifier brand for the district (Herriot  Aging population. country, ‘Yorkshire’?).  Low awareness of the district in the surrounding areas.  Opportunity to create flagship projects.  Faces competition from large urban areas such as York and Teesside as well as  Potential to foster better links with a university to help attract a younger workforce. competition from more popular tourist areas such as Harrogate and Richmond.  Strong sense of community within many towns provides an opportunity to work  A non-diverse population may lead to people moving away or choosing to avoid a closely with business and community groups. Hambleton for fear of perceived exclusion.  Potential to work closer with the Tourist Information Centres to improve the visitor  The majority of the most well-known Yorkshire attractions, such as Castle Howard, experience. Flamingo Land, Forbidden Corner etc. are located outside of Hambleton.  Potential to collaborate with larger tourist attractions bordering with Hambleton for  Empty high street retail properties. cross promotion purposes.  Globally unstable political climate may pose and economic risk to the country as a  Encouraging engagement with free promotional tools such as social media and whole e.g potential new recession. reviews sites such as TripAdvisor.  Loss of EU funding for businesses and projects.  Strengthening the promotion of existing events and attractions and develop the  Large commuter population has led to a hollowing out of the labour force and an evening economies of the towns. increased reliance on an external labour force.  Potential to develop a district-wide Visitor Economy BID.  Online shopping.  Encourage a shop local campaign or ethos in market towns focusing on residents.  Seasonally reliant trading.  Opportunity to collaborate with larger attractions on the borders as well as other population centres.

46 David McKnight | Rowanne Hibbit Vibrant Market Towns Project Team [email protected] | [email protected]

Civic Centre, Stone Cross, Northallerton, North Yorkshire DL6 2UU 01609 779977 hambleton.gov.uk