Creating a ‘forward framework’ for Beccles town centre Chris Wade, Director aka @man about towns
https://people-places.net/revitalising-beccles-town-centre/ Understanding LookingEast after Suffolk the ‘heart’ towns of our town East Suffolk Council and the People & Places Partnership in conjunction with Beccles Town Council and the Beccles Business & Tourism Association
in association with
New LGA resources Relaunched national toolkit for revitalising town centres
…with a familiar local feel https://www.local.gov.uk/topics/economic-growth/revitalising-town- centres-toolkit-councils Understanding town trends
Gathering Creating Turning evidence partnerships around towns • survey • engaging • planning • analysis • organising • delivery • influence Gathering & sharing evidence Baseline survey • Stakeholder engagement • 12 key performance indicators (KPIs) • Town centre metrics • Business confidence • User’s (on-street & on-line) • Digital development • 199 town centre users • 112 businesses (51%) • Detailed & summary reports • East Suffolk comparisons
https://eastsuffolkmeansbusiness.co.uk/business- support/resources/town-centre-support/ Town turnover
Change in turnover during last 12 months 50%
40%
30%
20%
10%
0% Increased Stayed the same Decreased
National East Suffolk Beccles Businesses’ likes
Convenience
Customer service
Value for money
Independent shops
Retail offer - groceries
Physical appearance
Ease of walking
Cafes/ restaurants
0% 20% 40% 60% 80% 100% Beccles National An East Suffolk perspective
Businesses' Positive Perceptions (Locality) 100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0% Geographical location Physical appearance Labour pool Property costs Availability of premises Affordable housing
Aldeburgh Beccles Bungay Fram. Halesworth Leiston Saxmundham Southwold Wickham Market Woodbridge East Suffolk Averages Focusing on food & drink
Proportion of Food & Drink Businesses in East Suffolk Towns 16.0% 14.0% 12.0% 10.0% 8.0% 6.0% 4.0% 2.0% 0.0%
Cafes/Restaurants Bars & Pubs Take-aways Understanding customers
Main Purpose of Visit Duration of Visit
Other Other
Leisure All day
Access services 4-6 hours
Comparison shopping 2-4 hours
Convenience shopping 1-2 hours
Work <1 hour
0% 10% 20% 30% 40% 50% 0% 10% 20% 30% 40% 50% 60%
Beccles East Suffolk National Beccles East Suffolk National Customers’ likes
Convenience
Customer service
Value for money
Independent shops
Retail offer - groceries
Physical appearance
Ease of walking
Cafes/ restaurants
0% 20% 40% 60% 80% 100% Beccles National An East Suffolk perspective
Customers' Negative Perceptions (Retail) 80% 70% 60% 50% 40% 30% 20% 10% 0% Retail offer - Retail offer - Independent National Value for Customer Markets groceries clothes, gifts shops chains money service
Aldeburgh Beccles Bungay Framlingham
Halesworth Leiston Saxmundham Southwold
Wickham Market Woodbridge East Suffolk Average Understanding COVID-19 impacts
1a. How significant an impact do you think the COVID-19 crisis has had on such perceptions & priorities about using Beccles town centre?
1b. Do we need to learn more about this? Creating partnerships
Gathering Creating Turning evidence partnerships around towns • survey • engaging • planning • analysis • organising • delivery • influence From evidence to engagement
Building a ‘town team’ ➢ Raise awareness of survey ➢ Organise any volunteers ➢ Publish findings ➢ Arrange stakeholder events ➢ Create working groups ➢ Develop projects to meet needs ➢ Produce action plan ➢ Establish team/partnership ‘how’ to get organised & deliver: folk, form, finances & forward framework Proposed partnership themes
Coordination& communication
Growth, Marketing, access & diversification streetscape & digital Co-ordination & communication link
• small & hands-on in supporting role • coordinating across organisations, working groups & projects • coordinating fund raising & finances Co-ordination & • communicating progress to communication partners, stakeholders & community • comprising district, town council & business association • monthly, virtual catch-ups
2. What are your thoughts on this coordinating group’s composition? Turning around towns
Gathering Creating Turning evidence partnerships around towns • survey • engaging • planning • analysis • organising • delivery • influence ✓ FOUNDATION; evidence & objectives FUNCTION Reviewing ✓ parking, travel & access ✓ planning & property ✓ streetscape & public realm your ✓ business support ✓ place marketing & branding ✓ digital technology & data town’s ✓ FORM; governance & influence FOLK ✓ community engagement & checklist coordination ✓ roles & capacity ✓ FUNDING; finances & investment ✓ FORWARD PLANNING; strategy & plans Creating a ‘Forward Framework’
https://people-places.net/creating-a-forward-framework-for- town-centre-revitalisation/
Coordinated across East Suffolk
https://eastsuffolkmeansbusiness.co.uk/town-centre-support/ Theme 1: Managing growth, access & streetscape enhancement Getting around town
Parking, travel & access: Is an integrated and customer- focused parking, travel, and access strategy in place? Mixed messages ✓ Businesses and customers relatively positive about parking (63% & 45% ) and traffic (58% & 49%) ✓ Usage indicates Beccles is a relatively difficult place to park with 18% of spaces available on a busy day ✓ Improving parking the top priority for businesses ✓ Improving parking and traffic management top priorities for customers
➢ Next steps >>>>> outcomes >>>>> measures of success Local Plan & new development Beccles Neighbourhood Plan
Town Centre • maintain a thriving town centre & minimise vacancies • improve environment & create car-free spaces Transport and Movement • enhance pedestrian safety • support safe cycle routes, • maintain and enhance public transport • address potential parking shortages Housing Community facilities Environment Health Getting into & around town
• devising, managing & delivering action plan of access changes • commissioning further research Growth, • over-seeing project delivery access & • comprising county, district, town streetscape council, Neighbourhood Plan group & special interest groups • updating coordinating group • quarterly meetings
3. What are your thoughts on the role & representation for this theme? Theme 2: Marketing, diversification & digital Creating a modern mix
Business support: Is there tailored training & a strategy to enhance the mix/quality of retail, services, hospitality & leisure? businessesDiversify to based encourage on current increased provision, trips & trends dwell andtimes knowledge of✓ competingA continued centres decline? in turnover was expected by a relatively low proportion (17%) of businesses ✓ Important retail offer and other services for local residents. ✓ Relatively low proportion of cafes/restaurants and pubs/bars ✓ Businesses positive about all aspects of town centre location ✓ Customers positive though call for an improved business mix as a top future priority ➢ Next steps >>>>> outcomes >>>>> measures of success Developing digital (customers)
Town centre Wi-Fi coverage
Digital phone network coverage
Regular updates direct from businesses
‘Click and collect’ or browsing
Insights through social media
Websites about the town or businesses
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 1 (not useful) 2 3 4 5 (very useful) Developing digitally
Digital technology & data: Is there an investment plan for infrastructure & skills for collective marketing & monitoring? theBalanced town centreinvestment? in infrastructure & skills ✓ Businesses priority to investment in infrastructure especially fast broadband (66%) & digital phone network (62%) ✓ Businesses give low priority to digital skill development with the highest priority given to the use of social media (48%) ✓ Customers give priority to development of digital skills including social media (67%) & targeted marketing (60%) ✓ Customers also support investment in infrastructure
➢ Next steps >>>>> outcomes >>>>> measures of success Customer perceptions Feeling promotional: working group
• devising, managing & delivering action plan to boost appeal • over-seeing delivery of branding, Marketing, promotion, events & digital diversification • comprising Business Association, & digital district council (incl. Smart Towns) plus special interests such as Food & Drink Festival • updating coordinating group • quarterly meetings
4a. Any thoughts on role & representation? Potential next steps for Beccles
1. Feedback on the issues & potential ways of working 2. Representatives of Town Council & Business Association getting together to talk in more detail 3. Agreeing on way to involve wider stakeholders in theme- based groups 4. Drafting an action plan of priorities & responsibilities 5. Finalising a ‘Forward Framework’ that covers ‘how’ work can be delivered. 6. Drawing-down East Suffolk Town Initiative support for ‘quick wins’. 7. Engaging with ‘Smart Towns’ opportunities
https://people-places.net/revitalising-beccles-town-centre/ Creating a ‘Forward Framework’
Looking forward to hearing views on next steps for Town Council & Business Association
Forward Framework • key stakeholders • getting organised • action planning • delivery & funds Help & guidance