NORTHAMPTON BOROUGH COUNCIL PHASE 1 - PLACE MARKETING STRATEGY REPORT SEPTEMBER 2020 September 2020 © Tricolor Limited™
DISCLAIMER. All information, analysis and recommendations made for clients by Tricolor Ltd™ are made in good faith and represent Tricolor’s professional judgement on the basis of information obtained from the client and elsewhere during the course of the assignment. Tricolor Ltd™ cannot accept any liability should such statements prove to be inaccurate or based on incorrect premises. This report should not be copied or distributed to any third parties without the express written permission of Northampton Borough Council due to the confidential nature and commercial sensitivity of some of the information contained within this document. 2 CONTENTS
INTRODUCTION...... 4
STRATEGIC BACKGROUND...... 5
ENGAGEMENT PLAN...... 10
ENGAGEMENT PLAN - WHAT WAS ACHIEVED?...... 18
CONSULTATION: PHASE 1 - KEY STAKEHOLDERS...... 20
CONSULTATION: PHASE 2 - ONLINE SURVEYS...... 24
CONSULTATION: PHASE 3a - PUBLIC FOCUS GROUPS...... 66
CONSULTATION: PHASE 3b - BUSINESS FOCUS GROUPS...... 69
CONSULTATION: PHASE 4 - 1-2-1 PHONE CALLS...... 71
PHASE 5 - ONLINE AUDIT OF VISITOR PERCEPTIONS...... 74
REVIEW OF EXISTING MARKETING COLLATERAL...... 77
SUMMARY & RECOMMENDATIONS...... 79
3 INTRODUCTION
Northampton Borough Council (NBC) is developing a Place Marketing Strategy for the town which aims to:
• Increase inward investment • Increase tourism • Improve local perception and strengthening of civic pride
In March 2020 NBC commissioned Tricolor Ltd to deliver a piece of research and consultation work as the first phase of the development of the Place Marketing Strategy for the Town. This involved in-depth research conducted with a range of stakeholders, businesses, residents and people who live, work and study in the town, as well as capturing the views of those externally, to discover current perceptions of Northampton. It also began to develop the outline ‘big picture’ narrative of what makes Northampton unique and how this can help inform the next stages of work - the development and delivery of the Place Marketing Strategy.
It was intended that this and the two subsequent phases (the development and delivery of the strategy) would be completed in time for the Local Government reorganisation in the county, which would lead to the formation of two unitary authorities in April 2021.
Shortly after Tricolor’s appointment, and before work could get underway, the Covid-19 lockdown began in the UK. Tricolor’s original programme was pushed back to July - September 2020, and consultation work was delivered virtually, rather than face to face. Overall, despite some feedback - especially from the business communities that people were too busy to take part in consultation during the Covid-19 situation - there was a significant response to all consultation activities, which has provided a robust sample from which conclusions have been drawn.
The full findings of the consultation work done to date have been summarised and analysed in this report but are provided in full in the accompanying Appendix I - Consultation Findings Report. An Executive Summary Report is also provided.
4 STRATEGIC BACKGROUND
5 STRATEGIC BACKGROUND
Overview and Population Employment and the Economy
Northampton is the largest town in England, with a population of over 225,100 Northampton has high levels of employment, with 119,100 people in employment (2018)1. Located centrally in the county of Northamptonshire, and covering in 2018, or 78% of its population, compared to 76% in the East Midlands and 75% c.80sqkm, Northampton plays a key role in providing major employment, retail and in Great Britain.3 The number of people with qualifications at NVQ Level 4 and residential spaces. above, is at 33%, just 0.5% below the East Midlands, but 6.5% below the Great Britain average.4 This demonstrates that Northampton’s jobs market is relatively Since its designation as a New Town in 1965 it has grown and expanded, absorbing healthy, although ongoing support for creating the right number and quality of jobs several surrounding villages. In April 2021 all 8 current local authorities in is required to ensure Northampton’s growing number of residents can continue to Northamptonshire will be replaced with 2 new unitary councils: one serving the access employment. North of the County and one serving the West of the County. Northampton will join with Daventry District Council, which borders it to the west and north, and South The town is an important centre for high performance engineering and high-end Northamptonshire Council bordering it south west and south to form the new West shoe manufacturing, as well as significant business administrative and support Northamptonshire Authority. services, manufacturing, logistics, financial and insurance activities. It is home to a range of major employers including headquarters for companies like Nationwide Key demographic data on the population in Northampton is as follows: Building Society, Carlsberg UK, Barclaycard, Avon Cosmetics and GE Precision • 48.9K are under 16, or 21% of the population Engineering. • 142K are aged 16-64, or 63% of the population The town’s Enterprise Zone was designated in 2011, with just under 64,000sq.m of • 34K are aged over 64 or 15% of the population new build development since its creation. Around 2,000 new jobs had been created • 91.1% are of ‘white’ ethnicity within the zone as at 2018.5 • 51% of the population are females and 49% are males • Life expectancy is 78 years for males and 83 years for females.2 Northampton is part of the South East Midlands Local Enterprise Partnership (SEMLEP) area, which considers the following key sectors to be strong:
• High performance technology • Next generation transport • Manufacturing • Advanced technology • Logistics • Creative/cultural
1 https://www.nomisweb.co.uk/reports/lmp/la/1946157159/report.aspx?town=northampton#tabempunemp 4 https://www.nomisweb.co.uk/reports/lmp/la/1946157159/report.aspx?town=northampton#tabempunemp 2 Northampton Borough Council Corporate Plan 2019-2021 5 Pg. 61 Northampton Local Plan Part 2, Northampton Borough Council, April 2019 3 https://www.nomisweb.co.uk/reports/lmp/la/1946157159/report.aspx?town=northampton#tabempunemp 6 Northampton is on the Oxford-Cambridge Arc, the biggest growth area outside • 42% for business London, and is predicted to require up to 1 million new homes and create 1.1 • 12% for a holiday million jobs across the Arc by 2050.6 • 1.2% to study10
Northampton is served by 24 hotels (with 1,670 letting rooms) - budget/ limited Housing service hotels make up 55%, and 3* and 4* 22%. It has fewer hotel bedrooms than With a growing population and a reduction in available land, Northampton Milton Keynes and Leicester. The Northampton Hotel Futures Study (May 2016) continues to experience pressure in housing delivery. Despite planning consents identified that although slowly improving, its 3* and 4 * hotels scored well below and allocations for Sustainable Urban Extensions within Northampton and its the national average on all performance indicators. With corporate demand set immediate surrounding areas, Northampton has not been able to meet Government to increase due to planned office development and employment growth in the requirements for its 5 year housing land supply. Average house prices in Enterprise Zone, and an expected reduction in the contractor business, which usually Northampton remain higher than within the East Midlands, but lower than the UK uses the budget and lower priced hotels, there is scope for growth in the 3* and 4* average.7 market as well as conference facilities. There is also a strong market for overnight stays from sporting events in the region.11
Education Retail Education provision for Northampton is overseen by Northamptonshire County Council. There are 305 primary, 72 secondary and 67 colleges in the county.8 Northampton’s town, district and local retail centres are:
The University of Northampton is based within the town. In 2018/19 there were • Northampton Town Centre 11,984 students enrolled.9 The University of Northampton runs Northamptonshire • Weston Favell District Centre Industry Led Forums to support Northamptonshire Businesses – across all sectors • Kingsthorpe District Centre and sizes. • St James End • Far Cotton • Wellingborough Road Tourism and Visits • Kettering Road (Kingsley End) In 2018 there were 249,460 visitors to Northamptonshire, a drop of 8.9% on the Northampton Town Centre is a regional shopping centre and remains the main previous year. There was also a drop in the total number of nights spent,1.71m, retail and services centre within Northamptonshire. A Retail & Leisure Study down 7.6% on 2017. Total expenditure (£93.14m +24%), average length of stay (2018) concluded that Northampton Town Centre, its district and local centres are in nights (6.8 +1.3%), and the average spend per visit (£373 +36%) were all up performing well, despite the closure of national chains like Marks & Spencer and compared to 2017, however. BHS. There are some concerns, however, about the spatial concentration of vacancies There were 249,463 journeys made into the county: in the Town Centre.12 • 43% visiting friends and family
6 Northampton Future High Streets Fund EoI Final May 2020. 10 https://www.visitbritain.org/nation-region-county-data?area=1570 7 Pg 15 Northampton Local Plan Part 2 Draft, Northampton Borough Council, April 2019 11 Northampton Local Plan Part 2, Northampton Borough Council, April 2019 8 https://www.compare-school-performance.service.gov.uk/schools-by-type?step=default&table=schools®ion=928& 12 Northampton Borough Council, Retail & Leisure Study, Nexus Planning, September 2018 la-name=northamptonshire&geographic=la&for=16to18&datasetfilter=final 9 https://www.northampton.ac.uk/more/governance-and-management/compliance/equality-and-diversity/staff-and- student-equality-data-reports/student-data/ 7 Culture, Heritage & Leisure
Northampton contains over 500 listed buildings, 21 conservation areas, 7 scheduled Local bus services and interurban bus and coach services serve the town. Local bus monuments, and a Registered Battlefield. These include the nationally important services typically operate to and from the North Gate bus station situation in the Northampton Castle, Delapre Abbey and the Queen Eleanor Cross. town centre. Stagecoach and National Express Coaches operate from Victoria Street.
The Cultural Quarter, within Northampton’s Town Centre, is located around By road, the town is served by 3 junctions of the M1; the A43 which links to the Derngate/ Guildhall Road. Key attractions include: M40 Motorway, linking Oxford and the south of England; and the A14 at Kettering. The A45 runs through the town from the M1, linking to Wellingborough, Rushden • The Royal & Derngate Theatre and the A14 at Thrapston. 20 private and public surface and multi-storey car parking • Northampton Filmhouse cinema facilities provide c.10,000 car parking spaces for the town. • Northampton Museum & Art Gallery • 78 Derngate, commemorating the works of Charles Rennie Mackintosh London Luton, Birmingham International and East Midlands airports are all within one hour’s drive; with a direct train to Birmingham International. Northampton has 3 professional sports grounds: 80% of people who work in the borough, live in the borough, with travel to work • Northampton Saints Rugby at Franklin’s Gardens trips typically being less than 5km. 61% of these journeys are made by car. Public • Northampton Town Football at PTS Academy Stadium transport journeys for interurban trips to places like Milton Keynes make up only 4% • Northamptonshire County Cricket in Abington. of journeys. Car ownership levels are high.15 The borough has over 1,600 ha of parks, open spaces and other green spaces and Whilst there is a movement towards promoting more sustainable forms of the River Nene crosses through it. Part of the Upper Nene Valley Gravel Pits Special travel, through the increased use of electric and hybrid vehicles for all journeys, Protection Area and 6 Local Nature Reserves can also be found. Northampton’s strategic location makes it an attractive position for logistics and The borough is extremely well provided for in terms of leisure facilities, such as distribution, as well as head office functions. health and fitness clubs, cinema screens and ten pin bowling lanes, with many residents making leisure trips within Northampton itself. It is also successful in Northampton Local Plan - Vision 2029 attracting more cultural activity trips from its residents, to locations such as the ‘By 2029 Northampton will be the heart of West Northamptonshire, playing a key Royal & Derngate, than central London.13 role in the Oxford–Cambridge Arc. Northampton will provide a balanced range of high quality housing to meet differing housing needs and aspirations and offer an Transport, Travel and Connectivity14 excellent quality of life for its communities. Services, facilities and infrastructure will Northampton is served by one central railway station (redeveloped in 2015) on the also support communities, adding to the quality of life and supporting residents and Northampton loop of the West Coast Mainline, served by West Midland Train services visitors. to London and Birmingham New Street. The station is 10 minutes walk from the Based upon a thriving mixed economy and associated services, it will be a place town centre. where history, innovation and regeneration are mutually supportive. There
13 P132. ‘NBC Retail and Leisure Study’ Nexus Planning, September 2018 15 Pg. 21 Northampton Local Plan Part 2, Northampton Borough Council, April 2019 14 Northampton Local Plan Part 2, Northampton Borough Council, April 2019 8 will be continuing pride in the Royal & Derngate Theatre, museums including the Northampton Museum and Art Gallery, and professional sports teams such as Northampton Town Football Club, Northampton Saints Rugby Club and Northamptonshire County Cricket Club.
Northampton will have strengthened its role as the leading social centre within the county for culture, commerce, leisure and entertainment, employment and health. Through the University of Northampton, there will be first class and modern learning activities and facilities to be proud of.
Northampton will be a great UK location for a range of employment opportunities, as well as achieving high levels of proficiency in both academic and vocational education. The Borough will build on its economic strengths, including its location at the heart of the county and in the Oxford–Cambridge Arc and as a prime area nationally for high performance engineering and as a logistics and distribution centre.
Northampton will blend high quality design choices with outstanding public open spaces, distinctive historic character, an enhanced riverside setting and a network of green spaces and high quality parks. The Borough will also be a leading example of low environmental impact and resilient development in response to climate change.
Northampton will be better connected and have a sustainable and highly accessible transport network that is recognised locally, regionally and nationally.’16
16 Pg. 28 Northampton Local Plan Part 2, Northampton Borough Council, April 2019 9 ENGAGEMENT PLAN
10 ENGAGEMENT PLAN
To develop an effective ‘Place Audit’ and to drive the consultation process Tricolor 2. Engagement & research mapping (identify the respondents, used its 10-Step Consultation Planning process, which is outlined below. It provided target numbers); who is to be consulted? the Method of Travel for the development of collaborative engagement, ensuring that all voices could be heard in a meaningful way, and all responses were analysed We set out to consult the following groups: as part of the development process to inform the Place Marketing Strategy development. 2.1. Key Players / Stakeholders / Brands
A summary of our Engagement Plan is as follows: We planned to involve key players in the development of Phase 1 of the Place Marketing Strategy by engaging with them via workshop sessions and/ or via 1. Identify research goals - what do we need to know? phone calls. These were identified as:
We needed to understand what makes Northampton - the people who live, work, • Northampton Forward Board members study, visit and invest - tick. Therefore, the four big questions we looked to answer • Northampton Borough Council Marketing, Community Engagement and Economic from our engagement with these groups were: Development teams
1) What are people looking for in a place; why are they choosing to invest their • Love Northampton time, business, effort, and life in Northampton over somewhere else? • Northampton Alive 2) What are people using Northampton for? (e.g. shopping, parks) • University of Northampton 3) What makes Northampton special, why does it stand out? • Northamptonshire: Britain’s Best Surprise 4) What could make Northampton better? • Northampton’s Business Improvements Districts (BIDs)- Northampton Town We explored these big questions within each of our methods of consultation through Centre BID and Brackmills Industrial Estate BID a series of smaller questions which we developed once our proposed methodologies were agreed. • Northamptonshire Chamber of Commerce
• South East Midlands Local Enterprise Partnership (SEMLEP)
These were the people that would give us the context to help formulate the right questions for the rest of the consultation and so it was important that we consulted with these people at the beginning of the process. In total, we aimed to consult with 25 key stakeholders.
11 2.2. People who live, work and study in Northampton
In order to understand perceptions of those people who have chosen to make Northampton their home, we planned to consult with residents, workers and students within the town. We referred to this group as ‘Live’ and aimed to engage with 535 of them.
2.3. People who live in the wider Northamptonshire area
We wanted to understand why people who live outside the town visit Northampton and how they perceive it. We selected a radius of a 30 minute drive-time, plus those living in the wider Northamptonshire area. We referred to this group as ‘Visit’ and aimed to engage with 255 of them.
2.4. Businesses
So as to understand the perception of Northampton from an investment perspective, we planned to consult with the following businesses:
2.4.1 Businesses based in Northampton We aimed to engage with 135 businesses of varying sizes based in Northampton. These were to include investors, developers, contractors, retailers, property agents and existing businesses looking to invest in growth.
2.4.2 National businesses We aimed to engage with 50 businesses of varying sizes and from a variety of sectors based outside of Northampton.
Collectively these local and national businesses were referred to as ‘Invest’.
A Northampton Contact Directory and Consultation Plan was created to record all organisations and the individuals we consulted with.
12 3. Identify the research area
‘Live’ Group
We identified the ‘Live’ group as being those people who live, work or study within the Northampton Borough Council boundary.
13 ‘Visit’ Group:
We identified the ‘Visit’ group as those people who live up within an approximate 30 minute drivetime of Northampton town centre and generally within the Northamptonshire County Council area. This is marked with the red line on the opposite map and also includes some of the more affluent towns on the outskirts of Northamptonshire. We acknowledged that people would be visiting Northampton from wider areas so by setting a boundary we were able to focus our efforts on the distribution of consultation methods, or organisations and networks within this catchment. It was possible that we would reach people outside of this area and so we recorded postcodes as part of our data capture to allow the analysis of perceptions based on respondents’ proximity to the town.
14 ‘Invest’ Group 4.3. Visit
For the ‘Invest’ group we used the Northampton Borough Council boundary as the We used the same online survey as the ‘Live’ group to reach the ‘Visit’ group with research area for businesses currently based in Northampton. National businesses filterable questions based on location. In addition to the distribution channels listed were based outside of Northampton and within England. above, we also sought the support of Northamptonshire County Council, South Northamptonshire Council, Daventry District Council and Northampton-based tourism 4. Audience consultation - agree appropriate method organisations to help us reach a wider audience. We aimed to gather the views of a further 250 people from within the research boundary identified in section 3.
4.1 Key players/stakeholders/ Brands We supplemented the survey responses with a brief online audit of perceptions from this wider audience which covered what people were saying about Northampton in The first phase of consultation focused on speaking with those people who could online forums such as Mumsnet and on visitor platforms such as Tripadvisor. help shape the conversations needed with the ‘Live’, ‘Visit’ and ‘Invest’ groups. We held a virtual focus group session with Northampton Forward Board Members on 8th Five 1-2-1 phone interviews with representatives from Northampton’s tourism sector July and followed this up with in-depth phone conversations with selected members further deepened our understanding of perceptions from this group. We spoke to of the Forward Board as well as those stakeholders listed in section 2.1. organisations such as Northampton Tourist Information Centre, Royal & Derngate, 78 Derngate and Northampton Rugby Football Club. 4.2. Live 4.4. Invest - locally-based businesses Since there was little baseline data available regarding residents’ perceptions of Northampton, Tricolor proposed a change to the original brief with the launch of an Again, there was little baseline data available as to local business perceptions online public survey to residents of Northampton. We worked with key stakeholders of Northampton itself (although the Town Centre BID had recently completed a to distribute the survey as widely as possible within the defined research area. This survey of businesses relating to the Town Centre) and so we launched a survey included via the Northampton Borough Council intranet, social media channels, via to businesses located in Northampton to give us a wide base of understanding. the University of Northampton communication channels; and via other community We worked with the University of Northampton, Northamptonshire Chamber of group social media and e-newsletter platforms. We aimed to gather the views of Commerce, Brackmills Industrial Estate BID and the Town Centre BID, SEMLEP and 500 local people via this survey. NBC to distribute the survey via direct emails and via social media and e-newsletter platforms. We aimed to gather the views of 100 local businesses via this survey. Following the launch of the survey, we held two focus group workshops with engaged respondents from the ‘Live’ group in order to identify and explore Alongside the launch of the survey, we held two focus group workshops with current perceptions. Due to Covid-19 restrictions, it was necessary to conduct these representatives from local businesses in order to identify and explore perceptions of virtually. Each workshop involved between 12-15 Northampton residents, or formal Northampton from an investment perspective. Again, due to Covid-19 restrictions, representatives of Northampton residents, who we recruited with help from the NBC these had to take place virtually. For each workshop we aimed to involve ten Community Engagement team and through other existing local community forums. local businesses who were to be recruited with help from the University of Northampton’s industry-led forums, the Northampton BIDs, Northampton Business We then supplemented these workshops with five 1-2-1 phone interviews with Network, SEMLEP and Northamptonshire Chamber of Commerce. representatives and/or gatekeepers of community groups.
15 4.5. Invest - national businesses 7. Set up consultation tools
To gain an understanding of the perception of Northampton from a national business • Contact details for key stakeholders were shared by NBC. This was supplemented perspective, we created a brief online survey which we distributed via Linked In with further research by Tricolor and a comprehensive consultation list was groups using NBC, NCC’s and Tricolor’s LinkedIn accounts, via the University of created and used for recording all contact made. Northampton’s national business links and via the Northamptonshire Chamber of Commerce, Milton Keynes Chamber of Commerce, and SEMLEP’s national business • Consultation calls with key stakeholders were organised, conducted with notes links. We aimed to gather the views of 50 national businesses via this survey. taken by Tricolor. • Online surveys were set up on Tricolor’s SmartSurvey account and distributed as 5. Develop and finalise research questions for each audience per the channels identified in section 4. Any sensitive data that could be used to identify the respondent followed our GDPR compliant procedures. The consultation approach and methodologies were agreed with the NBC project team and we then developed workshop content for the Focus Group • Virtual workshops were conducted via Tricolor’s Zoom account. Tricolor were with Northampton Forward Board members in July. Following this a loose script to work with the appropriate NBC teams to circulate invitations and recruit was developed for the stakeholder phone calls outlined in section 2.2 to ensure participants. conversations were structured. Once we had consulted with key stakeholders, we developed the detailed research questions for each of the following identified 8. Roll out audiences and methods: Once the engagement plan was agreed, the roll out was to commence as follows: • General public survey • National Business Survey Phase One - consultation with key stakeholders including the Northampton Forward • Local Business Survey Board workshop on 8th July and followed up with in-depth phone calls with Forward • Local Business Focus Groups Board members and other key stakeholders in the preceding and following week. • Residents Focus Groups Further brand mapping research was undertaken.
Phase Two - finalisation and NBC approval of questions for the public and business 6. Agree on segmentation process online surveys for launch mid-July and to remain live for four weeks until mid- August. Audiences were segmented into the following groups as above: Phase Three - development of content for the 2 residents and 2 business • Those who live, work and study in Northampton. workshops were scheduled to take place in early August (invitations were circulated • Those who visit Northampton from the wider Northamptonshire area within a to identified distribution partners in mid-July). 30 minute drivetime. Phase Four - finalisation of questions and launch of phone calls took place • Those who invest in Northampton - this group was further segmented into immediately following the workshops with: locally based businesses and national businesses. • 5 resident and community groups • 5 tourism organisations • 15 local businesses
Phase Five - Online audit of visitor perceptions in August. 16 9. Review and analyse data
We anticipated the consultation would generate both qualitative and quantitative data in the following forms:
• Survey results (online via Smartsheet) • Telephone or email interview notes • Workshop notes • Social media comments
These were to be analysed by Tricolor and incorporated into the final report in a variety of forms of feedback including; statistics, quotes, word clouds and a summary of key findings.
10. Reporting and programme
In light of the Covid situation, agreements regarding exact format and timings of consultation were to be agreed at the scheduled weekly project progress meetings. Consultation progress and results were also shared via these forums.
17 ENGAGEMENT PLAN - WHAT WAS ACHIEVED?
The table below sets out a summary of the Engagement Plan - including target audiences, how consultation was delivered, and what was achieved.
LIVE VISIT INVEST Audience? Residents, workers and students in Residents in wider Local / national businesses (based National businesses of varying sizes Northampton Northamptonshire in Northampton) and across a variety of sectors How did we To help formulate the right questions for the rest of the consultation with our ‘Live’, ‘Visit’ and ‘Invest’ audiences, we consulted with key stakeholders consult and what at the beginning of the process in the following ways: was achieved? • Focus group session with 12 Northampton Forward Board members (8th July) • 12 follow up calls with selected Northampton Forward Board members and other organisations including: - Northampton Borough Council Marketing, Community Engagement and Economic Development teams (incl. Love Northampton - University of Northampton) - Northamptonshire: Britain’s Best Surprise - Northampton Town Centre BID and Brackmills Industrial Estate BID - Northamptonshire Chamber of Commerce - South East Midlands Local Enterprise Partnership (SEMLEP) Online public survey ‘Resident & Online public ‘Resident & Visitor Online Northampton Business survey Online National Business survey live Visitor Survey’ live for 4 weeks Survey’ live for 4 weeks distributed live for 4 weeks distributed via: for 5 weeks distributed via: distributed via: via: • Forward Board contacts and • Council LinkedIn groups • Northampton Borough Council • Northamptonshire County networks • Tricolor LinkedIn groups intranet and social media Council, Daventry District Council • Brackmills BID communication channels and South Northamptonshire • University of Northampton channels Council’s intranet and social national business links • The University of Northampton media channels • Northamptonshire Chamber communication channels • SEMLEP national business links communication channels • Tourism organisations’ • Community groups’ social media • Northamptonshire Chamber communications channels • Direct emails to businesses and e-newsletter platforms links with British Chambers of • University of Northampton Commerce industry-led forums • Northampton Business Network • SEMLEP communications national links channels
• Local business groups social feeds 18 LIVE VISIT INVEST 1,754 completed surveys Segmented results showed 471 106 completed surveys 58 completed surveys responses to the Resident & Visitor 2 x workshops attended by 28 local 2 x workshops attended by 11 Survey were ‘visitors’ people in August 2020 recruited businesses in August 2020 recruited from the survey responses, Phone calls with 8 tourism sector from the survey responses, BIDs, NBC community groups, forums organisations including: Chamber of Commerce, University and social media channels and of Northampton, SEMLEP, NBC and • Royal & Derngate University of Northampton networks Northampton Business Network • Northampton Rugby Football channels to recruit participants 4 further calls with representatives Club from resident and community 16 phone calls with representatives groups Consultation was supplemented from local businesses by an online audit looking at (Additionally 151 respondents to the Tripadvisor comments, forums etc Resident and Visitor Survey ‘run a business’ from Northampton)
19 CONSULTATION: PHASE 1 - KEY STAKEHOLDERS
20 CONSULTATION: PHASE 1 - KEY STAKEHOLDERS
We involved key players in the development of this stage of work by engaging with • Jane Bunce, Northampton University (retired) them via an initial workshop on 6th July 2020, as well as through follow up phone • Graham Keane Chief Executive Director at NCC - Highways Property and Waste calls. These were the people that would give us the context to help formulate the right questions for the rest of the consultation and so it was important that we • Christopher Jones, Policy Manager at Chamber of Commerce consulted with them at the beginning of the process. • Charlotte Patrick, Business Development Manager, University of Northampton The following individuals were consulted: • Councillor Jonathan Nunn, Leader of Northampton Borough Council • Jo Gordon, Chief Executive, Northamptonshire Arts Management Trust • Vicki Rockall, Community Engagement Manager, Northampton Borough Council • Laura Graham, Freelance writer, Community Representative • Deborah Denton, former Head of Marketing, Northampton Borough Council • Martin Mason, Managing Director, Trickers • Karen Clarke, Communications Manager, SEMLEP • Brendan Bruder, Chartered Surveyor, Co-Chair Town Centre BID • Kate Dent, Head of Marketing, Britain’s Best Surprise • Peter Baguley, Director of Planning & Sustainability, Northampton Borough Council • James Miller, Chair, Britain’s Best Surprise • Stephen Marks, Public Health Manager, Northamptonshire County Council • Sarah Homer, CEO, Brackmills BID • Cllr Tim Hadland, Cabinet Member, Regeneration and Enterprise, NBC • Jane Bunce, Former Director of Academic and Support Services, University of • Craig Forsyth, Marketing and Communications Manager, NBC Northampton and Board Member for Britain’s Best Surprise
• Deven Attwell, Senior Economic Development Officer, NBC • Mark Mullen, Town Centre BID.
21 Key Findings:
What does Northampton offer people who live, study or work here? What does Northampton offer people who want to invest here?
• Value for money and affordability - housing, travel, amenities • Public and private sector relationships - setting targets to get funding, building up momentum, relatively cheap cost of living (helps attract students), • Variety - green spaces, cultural activities, music scene (any day of the week - opportunity of becoming unitary independent pubs and venues, live comedy once a week), cinemas and bowling but also the independent film house and Royal & Derngate • Recognised as one of the best places in the country to set up a business
• Opportunities for jobs (large public sector and private sector) but also the • Up and coming digital connectivity opportunity to branch out and travel further to London, Birmingham and other major business destinations What could make Northampton better over the next 5 years?
• A lot of student placements (from across the UK) are based in Northampton, As a place to live: voted somewhere as a town where you might want to set up ‘enterprises’. • Northampton has a great heritage but has not capitalised on it enough. Even at • Green space and the river, although needing greater connection to the town a basic level - people can’t get past the ‘shabby’ appearance. The town would centre - there are many roads to cross benefit from a clean up - improving the interest and character of the public realm • University • More incentivisation for independent operators to open shops • Mix of good state and private schools • Infrastructure changes to: parking, digital infrastructure, public transport, • Central, well connected location where you are still able to enjoy a day out to the number of GPs per district, interconnectivity and establishing easy and London, or a trip to the South Coast etc. Easy to get out and enjoy the green sustainable travel options (creating safe cycle routes - offering e-bikes, fold-up space bikes: it is possible to travel around Northampton on a bike in about 20 minutes)
What does Northampton offer people who visit it? • If the developments that are planned come to fruition Northampton will hugely benefit - in terms of transport, skills etc • Sporting clubs and venues; including The Saints with national importance • Currently voted in the top ten unhealthiest high streets - with the number of • The theatre and cultural quarter kebab shops etc being a factor; this needs to be addressed • University campus • A stronger and smaller retail core • Outlet shoe shops, independent shopping, events to generate pride in the town • Look for a post retail high street and change what is available to be in line with • Great tourist attractions (The Shoe Museum, 78 Derngate) values - offer more leisure, community, arts, dentists, spa, gym, and doctors facilities and services • Internationally renowned, private psychiatric hospital
• A breadth of leisure offers - but mainly on the outskirts e.g. Riverside Hub 22 As a place to visit: As a place to invest:
• Parking and accessibility - at the moment you can only travel north and south • More varied office space (including Grade A). on the train, east and west is problematic. Outlet shoe shops are not located • Vibrant market square. together, and there is no flagship event associated with Northampton. • Settled retail offer. • Improved Market Square - this should be the heart and hub. • Prominent location in the Oxford-Cambridge Arc. • Make more of the riverside as a natural asset in the town and bring it to life. • Enhanced connectivity. • Make more of a celebration of the footwear industry (through i.e. a big shoe trail and special events). • More established businesses leading to more start ups.
• Make more of a celebration of Northampton’s history and significant moments • Wider marketing so people are aware of it and its amenities. for the town. • Strong communication of the Place Marketing work - identifying where the • Improve connectivity and create a joined up and appealing offer to keep people economic strengths lie. in the town for longer when they visit for a specific purpose e.g. to visit the theatre, factory shops, watching sports teams, or dropping students off at the University.
• Improve the town centre offer to stop people ‘missing’ Northampton and going to Rushden Lakes instead.
• Develop a varied accommodation offer - boutique hotel opening in Guild Hall road (eventually).
• Improve communication and marketing of what’s on - reinvigoration of the Love Northampton initiative. This can be achieved with sustained investment, and better coordination with Northamptonshire’s Best Surprise.
23 CONSULTATION: PHASE 2 - ONLINE SURVEYS
24 1. RESIDENT & VISITOR (PUBLIC) SURVEY
As part of the survey analysis, we have looked at all responses, then categorised Postcodes - Where Were the Respondents From? responses to the survey as follows: This heatmap shows the location of respondents to the Public Survey across England • Those who live in Northampton and Wales, with the concentration of responses evident across Northamptonshire. • Those who run a business in Northampton • Those who study in Northampton • Those who visit Northampton • Those who identify as having a disability • Those aged 65+ • Those aged 18-25
The purpose of this was to further analyse the responses to see if there are differences or commonalities in perception according to usage or demographic.
1.1. All public survey responses
Following review and sign off of the survey’s questions, the public survey ‘Resident & Visitor’ was launched and ran for 4 weeks 28 July - 22 August 2020 through Tricolor’s Smart Survey account. 1,754 members of the public completed our online public survey. The survey was shared on Social Media and associated websites by representatives of the Northampton Forward Board, as well as by Northampton Borough Council, The University of Northampton and Tricolor. The original target for responses was 500, with sensitivities around Covid-19 in mind - with the final number of respondents creating a larger and more meaningful sample size.
The purpose of the survey was to help understand what someone who visits, lives, works, or studies in Northampton thinks about the area, with a view to their insight helping shape the positive things about the town that should be communicated as part of our Place Narrative; and what things could be improved to boost the appeal of the area.
The full results are provided in the supplementary report - Appendix 1 - Consultation Findings, September 2020. The key responses from this are summarised below.
25 This heat map sets out the density of all responses within the Northamptonshire The below map shows the density of all respondents with the Northampton area and demonstrates a good spread of responses across the ‘visit’ consultation Borough Council boundary, outlined in red. Density of responses broadly follow the boundary as set out in the Engagement Plan (marked in the red outline). pattern of population density in the town. Unsurprisingly, the highest concentration of responses come from within Northampton itself.
Heat map showing all Resident & Visitor Survey responses with ‘Visit’ consultation boundary Heat Map showing all Resident & Visitor Survey responses with NBC boundary marked - marked - Maptitude 2019 Maptitude 2019
26 What do you use Northampton for?
Respondents were asked to select all the options that applied to them.
• The largest response was from those that lived in Northampton (73.1%); with 60.6% also indicating that they use the town for eating out and accessing key services, perhaps indicating that the town centre has a good offering for these purposes.
• 59.6% use the town for shopping - while 59.3% visit the town for entertainment.
• Just over half of the respondents (51.6%) indicated that they work in the town.
7.8% of people made comments about ‘other’ uses of the town. These are broadly categorised as:
• Visiting relatives and friends • Attending sporting events (cricket, rugby and football) • Attending church • Using the green spaces for leisure or exercise • Do not use/ avoid the town • Volunteer working • Music/ culture/ theatre • Meetings/ work • Leisure • Accessing childcare
This all indicated that although the majority of respondents lived in the town, there was also a good variety of other reasons for using the town, including ones not anticipated in the preset questions.
27 How do you rate Northampton?
Respondents were asked to rate Northampton based on 7 criteria: The aspects of the town that were viewed most negatively were:
1. As a place to live. • Environment (63% - stated that this was very poor or quite poor).
2. As a place to work. • Commercial attractiveness (1,063 viewed this as very poor or quite poor in Northampton). 3. As a place to study. • Crime, safety and access - although opinion on this latter aspect is mixed with 4. Access (transport infrastructure, parking, road signage etc). 37% viewing this as ‘Very Good’ or ‘Quite Good’, compared to 40% who rated it 5. Crime and safety. as ‘Very Poor’ or ‘Quite Poor’.
6. Environment (cleanliness, lighting levels, appearance of public areas). Positively, 43% of respondents viewed Northampton as a very good or quite good place to live. The aspect which received the highest rated ‘Very Good’ rating was 7. Commercial attractiveness (as a place to visit - things to do in the daytime and Northampton as a place to work, rated by 178 or 10% of all respondents. evening, leisure and culture facilities, range of shops and restaurants). How do you rate Northampton?
Commercial attractiveness
Environment
Crime and safety
Access
As a place to study
As a place to work
As a place to live
0 200 400 600 800 1000 1200 1400 1600 1800 2000
Very poor Quite poor Neither good nor poor Quite good Very good Not applicable/ Don’t know 28 Has your opinion of Northampton changed in the last 5 Years?
Survey respondents were asked how they felt the town had changed in the last 5 • There was a clear perception (from 79% of respondents) that the town has years as a place to: live, work, run a business from, study, visit for culture, visit for become a worse place to shop in, with over half (54%) of respondents also entertainment, visit for leisure, eat out, to access key services and go shopping. feeling that the town has become a worse place in which to live. They were asked whether they felt it had stayed the same, got better, got worse or • The biggest improvement was felt to be around eating out - with 27% saying didn’t know/ felt it didn’t apply to them. this has improved. 20.6% of people also thought that the culture offer had improved, and 17% for entertainment.
How has Northampton changed in the last 5 years as a place to:
1800
1600
1400
1200
1000
800
600
400
200
0 t e e e om ork Liv t out W Study ea To go shopping ss key services Visit for leisur To Visit for cultur ce ac Run a business fr To Visit for entertainmen
Stayed the same Got better Got worse Not applicable 29 There were 1125 comments related to this question within the survey, with the main focus being on changes to the town centre and other issues including: • Lack of varied and good quality shops in the town, with better options for shopping at nearby retail parks such as Rushden Lakes and Milton Keynes, which were more convenient to get to due to free parking and less congestion when travelling by car. • The number of empty and boarded up shops and buildings, which they felt made the town centre feel more run down. • The Market Square is under-developed and disappointing. • Poor public transport options, particularly bus routes, with the new bus station not fit for purpose. • Large amounts of traffic passing through town and poor provision for pedestrians and cyclists. • Neglect of roads, pavements and public areas. • General cleanliness of the town centre - with problem fly-tipping and littering, drug paraphernalia, rats and dog waste. • Homelessness and rough sleeping. • Increase in crime and antisocial behaviour - with police presence not strong or effective enough. • The need for more local level funding and investment.
More positively: • 12% of comments left expressed that Northampton provides good cultural offerings in terms of the theatre, cinema, museum, and other arts venues. • Comments made about The Royal & Derngate Theatre were overwhelmingly positive, with the sense that more needed to be done to promote arts and culture in order to encourage tourism. • Independent restaurants, cafes, eateries and shops, particularly those around St. Giles Street, as well as local parks, Delapre Abbey and the new University of Northampton campus were praised.
30 Why do you choose to live/ study/ work in Northampton? What one word would you use to describe Northampton?
98% of all respondents answered this question with an open text response. There were 1707 responses to this question - this word cloud illustrates that the most popular were negative words. • 15% stated that work was the reason they live in or visit Northampton, with a further 1% adding that Northampton is a good place for job opportunities.
adequate • 21% state they live and work in Northampton due to family roots in the town, deteriorating or having been born here, with many stating that they would consider moving if dreary they could afford to. average boring drab dull accessible • 26% visit or live in Northampton due to family or friends living or working declining beautiful central dirty alright locally. convenient dead dated depressing interesting Other reasons included: diverse lost dissapointing mediocre • Because of the schooling options for their children. nice uninspiring dismal historic ordinary pleasure surprising underated • Its historical, cultural and entertainment sites, with a large majority commenting rubbish positively on the Royal & Derngate Theatre. friendly good great grey grim historical • Local and independent shops, restaurants, pubs and bars. multicultural tired neglected overlooked untidy mess • Visiting the parks and open spaces. sad scruffy shabby non-descript • Its close proximity to the countryside and the surrounding villages. lacking Struggling unsafe dying • The sports facilities and access to live sporting events. town uninspiring forgotten terrible unloved dump • Affordability in regards to living costs. rundown • Good transport links and commuting routes. However, there were some positive responses also, including some indicating that • Central location within England and the close proximity to other large cities and the town has unmet potential. Words and phrases used include: towns. • Undiscovered • The University of Northampton, as well as its campus, with 16 participants noting • Surprising that they stayed in the area after finishing university. • Home • Enjoy the size of the town and its feel in general. • Has potential • Friendly
31 What do you think makes Northampton special? What is your number one favourite physical space?
Respondents to the survey were asked to choose all that applied from a preset list Those who took part in the survey were asked what their favorite place in the town of answers that had been developed following initial stakeholder consultation and was. This was a free text response. The top ten words identified were: research into Northampton’s qualities, positive attributes and stories. The most • Park - 589 noteworthy attributes were considered to be: • Abington - 473 • Green Spaces (51.5% of respondents). • Derngate - 193 • Royal - 142 • The shoe and leather industry and history and heritage were both rated as • Delapre - 135 special by 44% of those who were surveyed. • Abbey - 119 • Arts and Culture was seen as important by 27% of respondents, with • Theatre - 89 independent eateries and sporting success representing what 19% of those who • Guildhall - 84 were surveyed considered special about the town. • Parks - 45 • Market - 44 Under the ‘Other’ option 154 people stated that they believed that Northampton is not, or is no longer, special, and the response to this question was overwhelmingly negative.
“It used to be special, but over the last few years it’s lost its identity.”
Most of these responses expressed disappointment in the town centre and market areas, but many suggested that they were frustrated with the unexplored potential that Northampton has to offer.
Some other suggestions as to why Northampton is special were put forward:
• Good road and rail access • Northampton’s central location • The surrounding countryside and villages • The high standard of Music and Performing Arts organisations and productions • Local businesses • The University of Northampton
32 Demographics
Age There were 47 comments where people had identified as ‘other’: this included 18 identifying as White English. The percentage of those identifying as Asian There was a spread of ages across the respondent sample, with all age groups British is smaller than the percentage for the Borough as a whole (4%), so further being represented to some degree. The smallest groups were 80-84, 85+ and 17 or consultation could perhaps seek to engage more diverse groups of people. younger, representing 1.9% collectively. The group that had the most representation was the 50-54 age group, followed by those aged 45-49, in line with the largest population size in the Borough. This could create some small degree of bias, Sexual Orientation although encouragingly all ages do have representation. The older age groups and • The majority of respondents (80.7%) identified themselves as straight or 18-25 age groups are analysed in more detail further on in this report. heterosexual.
Gender • 3.9% identified as gay or lesbian
• The majority (59.8%) of those who replied to the survey were female. • 3.3.% stated that they were bisexual
• 35.6% were male, 3.2% preferred not to answer, 0.2% were transgender and • 10% preferred not to answer and 2.1% self described; of the 34 comments many 0.1% of those who replied were non-binary. asked the relevance of the question to the survey.
• 1% of respondents chose ‘other’ with a few comments regarding the relevance Other Comments of the question to the survey. There were 856 comments for this section, many of which expressed similar Disability concerns seen throughout the survey. The main concerns included:
• 13.8% of the respondents identified as having a disability compared to 81.5% • A lack of quality shops, empty buildings, and run down feel to the town centre. who did not; 4.7% preferred not to say. • Not enough attractions or things to do for families and young people.
Ethnicity • The lack of affordable, accessible, and convenient parking, as well as disappointment in the availability of public transport, most notably bus routes, The vast majority of respondents to the survey were White British (80%) and suitable infrastructure for cyclists and pedestrians.
• 5.4% of the respondents preferred not to answer • Complaints about the poor quality of the roads and large levels of traffic. • 4.6% were White European • 2.9% identified as ‘other’ • The large amount of litter and fly-tipping, and general lack of cleanliness in the • 1.6% were Asian British (Indian) town. • 1.5% were White Irish • A rise in crime and antisocial behaviour, and growing concerns around the levels • 0.8% were Black British: Carribean of homelessness and rough sleepers in the town centre.
• A need for more support of local and independent businesses, restaurants, cafes, bars and pubs. 33 • More support for and promotion of aspects of Northampton that could encourage years; with over half (54%) thinking that it had become a worse place to live. visitors, such as theatres, the filmhouse, parks, historic places and the heritage of • More positively - though not as significantly - 27% felt that it had become a the town itself. better place to eat out, and 20.6% felt that the cultural offer had improved. • More funding for the arts and cultural events. • The town was generally perceived negatively - with the most frequently used • Frustration with the large amount of unused potential within the town, words to describe it being ‘tired’, ‘average’ and ‘disappointing’ particularly with the Market Square. • However, there was also some mention of positive attributes of the town or • Concerns about the lack of infrastructure to support population growth. ways in which it could be improved, with reference to it being undiscovered and multicultural. • A need for change and regeneration. • The top rated aspect of the town that made it special was the green spaces Generally, the comments overwhelmingly detailed frustrations with the current - rated by 51.5% of respondents. The shoe and leather industry were also state of the town, but voiced hope for change and improvement to make use of the considered important by 44% of the respondents. town’s potential. • The members of the public who responded to the survey stated that their top Complete General Public Survey - Summary of Findings few favourite spaces by word frequency were: Abington Park, the Derngate Theatre, Delapre Abbey, the Guildhall, the parks and green spaces, and • The fact that the survey exceeded target response numbers indicated that there marketplace. Other popular responses were the canal, river, The Saints, as well is good engagement and interest in the town and its prospects, and a desire to as the University and its campus. shape its future. • All age ranges were represented by the survey with 23.6% of the total being • Most of those who were surveyed lived in the town (73.1%), but there was a made up of the 50-54 and 45-49 age groups (representative of Borough good spread of responses and reasons for using the town, indicating multiple demographics). uses and appeal. The main reasons to access the town centre included eating • The majority (59.8%) of respondents were female. out, using key services and shopping. Just over half of those surveyed also work in the town - 51.6%. • 13.8% of respondents identified as disabled.
• The lowest rated aspect of the town was environment - cleanliness, lighting, and • 80% of the total stated that they were White British, with other significant the appearance of public areas. 63% of people rated these as very poor - quite populations being White European and Asian British. poor. • The majority of the respondents identified as hetrosexual or straight. • There was split opinion in terms of access and crime - with similar negative and positive views. • In their free text comments, the main issues raised by the public were: lack of shops; lack of leisure offer for families; parking charges and transport • The highest rating was that the town was a very good or quite good place to live infrastructure; environmental concerns (fly-tipping and lack of cleanliness), - with 43% rating it in these categories. rising crime and antisocial behaviour; a need for more support for independent businesses; more support for the arts; frustration with unmet potential and an • Generally, there was a view that in some respects the town was declining. 79% of overstretched infrastructure for the growing population. those surveyed felt that the town had become a worse place to shop in the last 5 34 1.2. Public survey - those who live in Northampton
1,258 of the total number of those surveyed (73%) indicated that they lived in • Again, the lowest rated (very poor/ quite poor) aspects of living in Northampton Northampton. by those who identified as residents were commercial attractiveness and environment; with 63.8% and 66.8% rating these respectively as Very Poor and Of the postcodes provided 1,203 were complete and were plotted on a map and are Quite Poor. shown against the outline of the Northampton Borough Council boundary. • Of those who live in Northampton, 52.4% of respondents rated it as either a quite good or very good place to live (this compares with 43% for the survey sample as a whole).
• The most neutral/ divided response seemed to be around crime and safety, though this may be reflective of personal experiences.
• In common with the main survey, the most negative change is seen to be around the decline in the town as a place to go shopping - with 83.6% of those who live in the town thinking that it has become worse.
• Importantly for this group, a significant proportion felt that it had become a worse place to live (60.7%) - 27.2% felt it had stayed the same and only 9.8% felt it had got better.
• The most significant improvements were perceived as being a place to eat out (29.5%) and the improved cultural offer (19.8%).
• There were 828 comments for this question. The most frequently used words were Shops and Shopping (1027 occurrences); Parking (234 occurrences) and Market (131 occurrences).
“The town centre is awful. Yet you charge for parking. Why? I can go to Map showing responses from people who said they ‘live’ in Northampton. Maptitude 2019. Rushden Lakes and park for free or go to MK and pay, but get a better overall experience.”
35 Why do you choose to live in Northampton?
There were 1268 free text comments related to this, the main categories for • The general profile of residents who completed this survey were White British, responses being: heterosexual females. However, the resident sample only represented a slightly more diverse section of the population with a slightly higher % of people who • Access and convenient central UK location. identified as having a disability and 2% fewer who identified as White British. • Good transport links to London. • People being born and living all their lives in the area. Other Comments • Affordability. • Moved to the town for work and stayed in the area to raise a family. • 725 of those who responded made comments. • To be near or visit family and friends. • Studying at Northampton University. • The general picture was one of a town requiring investment to raise aspirations. • To access the schools for their children. The loss of high street shops and the impact of that on the town centre appeal • To access the culture such as the Royal & Derngate Theatre was also lamented. • There were also comments that suggested the town didn’t celebrate the assets “The cost of living is affordable for me compared to other areas. It has that it already has: good theatres, museums, cinemas. There is also a good selection of parks, places of worship and other buildings to visit. Northampton also has an “You promote culture yet lock up some of the best bits, the guildhall is an amazing history which should be celebrated more (there are buildings to example. The town is filthy, run down and a disgrace. We talk about the match the story).” shoe heritage yet there is no heritage or factory shops in the town centre
It’s easier to buy a pair of shoes in Milton Keynes than here.” • Again, the top words used to describe Northampton were largely negative - although ‘potential’ was a word that came up frequently during the analysis of the survey. • Car parking charges were also seen as a barrier to the prospects of the town centre. • The findings of the survey completed by those who live in the town echoed the findings of the main survey, with the majority (respondents selected all aspects • Comments were also critical of the Council: that applied) finding that the green space was the most appealing attribute of the town. “Many decisions that the council, past and present, has made have decimated the town’s history and does not celebrate the culture of the • The history and heritage and shoe and leather industries were also celebrated by town. It seems this has to be upheld by local volunteer groups, who do residents (each rated as important by 43%). not get the appreciation and support from NBC. The latest Local Plan pt • Residents also celebrated the diverse community and arts and cultural offerings. 2 has plans to build housing on more of the historical past of the town, again showing the disregard of NBC in celebrating the historical value of • Favourite places included Abington Park, Royal Derngate, Delapre Abbey, The the town.” Guildhall, Parks and Market Square.
36 There were also further concerns expressed about cleanliness, environment and “Northampton is losing much of its heritage and countryside through over safety: development without the infrastructure to go with it.”
“In the centre of town the streets are filthy. The roads are full of potholes. The Town Centre is full of boarded up shops with people living rough.”
37 1.3. Public survey - those who run a business in Northampton
• 151 of those who completed the survey identified as running a business in • 151 people responded to the open text question of why they choose to work in Northampton - this represented 8.6% of the public survey respondents. Northampton. Responses can be broadly categorised as:
• 94.7% of these respondents also lived in Northampton and used the town for - Always Lived Here/ Family Ties (47%) various purposes, including: - Affordability of housing and living (11%) - Central location/ road and rail links (12%) - Eating out (75.5%) - Countryside (2.5%) - Shopping and key services (both 68%) - Opportunity at the time (11%) - Entertainment (67%), and 64% for leisure. The following quotes from the survey are illustrative of the reasons why people • 75.5% of these respondents worked in the town as well as being business work and run businesses from the town: owners.
• The findings for business owners continue to mirror the general pattern of the “We moved here 8 years ago as it is more affordable to live and work general survey responses: with the greatest proportion of respondents rating here than in Hampshire or London. Great mix of shops and we started the the commercial attractiveness and environment either very poor or quite poor at business here. Plenty of local facilities near as I don’t drive so easy to get 58.3% and 62.9% respectively. anywhere.” • Crime and safety again had the largest neutral response (with 33.8% viewing this as neither good nor poor). “I chose Northampton as the base for my business partly because the • The most positive responses were regarding Northampton as a place to work rents here were lower than in mk and because it’s close enough for my and live at 60.3% and 56.3% - considering each of these respectively to be very mk clients to come. I didn’t know much about the town before I started good - quite good. business here. I love the town and am an advocate for the town. I share my knowledge of places to eat, things to see and the good there is in • Views on access (in terms of transport and infrastructure) was divided - with the town but sometimes public perception means it is hard to win people 43% rating it very-quite poor and 38% rating it as quite-very good. around.” • A significant proportion also felt that the town has got worse as a place to live, with 56.3% of business owners feeling that it is now worse in this respect. “The cheaper house prices and a stronger community vibe makes it more • Significantly for this group, the majority felt that the town had stayed the same appealing over bigger cities. I’d still prefer the town to have a clearer over the last 5 years as a place to both work in, and run a business from - with vision though of where it’s going from up top.” 53% and 56% believing this to be the case for each of these two aspects.
- 27% and 25% felt the town had become worse across these same two measures, while 9% and 11% felt it had improved. • Not all comments were positive, although they were also generally interspersed with constructive comments:
38 “I do like Northampton overall regardless of how it’s changed. I have a “Northampton could be immensely improved through the regeneration good professional network. It’s a very convenient location to visit other proposals recently put forward but there needs to be a greater offering of cities from. Shame that more isn’t made of the market square. It’s tacky high density social housing interspersed throughout the town to replace and could be amazing with some thought as it’s a lovely spot.” the crime ridden and off-putting council estates in the town that are no longer fit for purpose”
• Although one word responses as to how they would describe Northampton were largely negative, there were also adjectives including ‘potential’, ‘innovative’, • Criticism of the council for wasting money and not championing the town: ‘developing’, ‘underappreciated’ and ‘accessible’ which hint that there are untapped opportunities within the town. It was also described as ‘historic and “Northampton is a victim of austerity, disastrous planning decisions and a exquisite’, hinting at some of the natural and built assets that the town could council that has decimated it.” perhaps better promote.
• Again, the green space is seen as being a main selling point of the town - by this group, by 57.8% of respondents. The shoe and leather industry, history and • Issues with waste and a poor environment: heritage were again the other two main positives that people felt about the town. “Having lived here all my life the town has been run down over the years. Basic tasks like street cleaning and weed killing, grass cutting are not • Whilst only 2.5% of respondents suggested it was the countryside keeping them done and when they are it is to a very poor standard. I never visit the in Northampton, a significant 58% stated that the green spaces were the town’s town centre any more, it is dirty and not appealing to visitors, there’s no key selling point. shops worth visiting.” • Abington Park was the most popular favourite physical space for the majority of these respondents. • A need to celebrate independent businesses:
Other Comments “Please please allow small businesses the opportunity to rent spaces in • 89 people wrote an open text response to conclude the survey with their final Northampton cheaply...the town has the most amazing crafters and small thoughts. businesses who are award winning in their field. It would bring back so much more promise to the town.” • These included the need for a Master Plan or Vision for the town which is based on what the people want, through public consultation: • A need to celebrate the heritage of the town:
“It’s a town with an amazing past and great potential so I truly hope it does make a resurgence some day.”
39 • Issues with the traffic, parking and charges: “It’s a love/hate place for me and many others that I know who have lived in it or nearby for decades. It’s a town that is desperately “Through traffic control measures visitors have been actively driven (no undervalued nationally, underestimated locally and no doubt unfairly pun) from the town. If you visit in a car you are required to park some funded which only makes matter worse.” distance from points of interest, well you are if you wish to avoid the overzealous street parking enforcement and high charges, in the multi storey car parks. If you arrive on the train there is no reason to come down the hill into town. By bus, I remember the days of getting off the “My views about Northampton are very open minded, there are many bus and being straight into a vibrant shopping centre. Those were the positives in the town including beautiful architecture and areas that have days Finally ALL arterial routes into the town are abysmal. Dirty scruffy been improved like the cultural quarter. There is still so much to be done horrible roads. Less akin to an historic English market town than to a war over time and I look forward to more tasteful regeneration, attracting a torn shantytown. In essence we need to clean up, get some standards we community that cares and encouraging people that actually the town only as a community will live by and reclaim some identity.” stands a chance if we all use it.”
• There being plenty of lovely areas outside the town centre - with the town “Northampton can be an amazing place to live, work and socialise if all of centre letting everything down and being disappointing. the strings are pulled together and connected.” • A need to celebrate, promote and support positive aspects of the town, such as the arts:
“Fund the arts! The royal and derngate is a brilliant theatre but needs support. Get behind events and promote them. Be proud of what they are bringing to our town!”
• However there were also positive comments and suggestions:
“I have been honest in answering these questions but I strongly promote Northampton as a business and I would gladly support initiatives to improve the town for example, the money awarded to provide better walking/cycling facilities however nothing has happened to date.”
40 1.4. Public survey - those who visit Northampton
• 471 of the total respondents were classed as those who visited Northampton; 27% of the total number of those who responded to the public survey.
• Most of those (54.78%) who visit Northampton come for entertainment.
• Other significant reasons include eating out (40.13%); shopping (38.43%); culture (37.37%); work (34.18%); key services (33.12%) and leisure (27.18%).
• The main other purposes for visiting Northampton not available on the preset list were to visit family and sporting events.
• Of the 471 respondents, 433 provided valid postcodes which have been plotted on the map opposite.
• In keeping with the findings of the survey in general, commercial attractiveness and environment were the poorest rated aspects of the town (52% and 54.10% were rated very poor - quite poor respectively). Opinions on crime and safety were again evenly divided.
• The most significant ‘Quite Good’ rating was for access (33.1%), indicating that those who visit Northampton find it relatively easy to access and visit the town.
Map showing postcode locations of respondents to survey who ‘Visit’ Northampton - Maptitude 2019
• In common with other findings amongst other segments of the public and the sample as a whole, there has been an apparent negative change in terms of the town centre’s appeal as a shopping centre, with 67.5% expressing the view that this has decreased in the last 5 years.
• However the number of people who felt that the town centre offer has improved rather than worsened in the last 5 years was greater for entertainment, culture, accessing key services and eating out, which is still creating positive appeal to these visitors.
• There were comments about poorly managed traffic flows and a call to scrap parking charges.
41 • There were also many comments about how the closed shops had created a Other Comments neglected feel to the town, giving rise to a more unpleasant environment. • There were 232 other free comments. • Reasons for visiting Northampton for this group ranged from convenience and • Many, though recognising some shortcomings of the town, offered positive accessing key services; visiting family and friends; accessing the theatre and suggestions: culture; and for work related reasons.
• The majority of words used to describe Northampton by visitors were negative, “The town could be amazing. It is in a good location in the country and though there were words used to suggest that the town was undervalued and good motorway links. We have a nice river running through the town and had attributes in its favour. most places I visit develop around that and we don’t, could be a good • While the negative words are more frequent and striking, the town was also place for riverside eating and drinking, the Britannia is a perfect example called progressive, attractive, welcoming, varied and accessible. always busy, but we have a large area boarded up again promising to be developed for a long time but actually nothing will ever happen, this • The response to ‘what makes Northampton special’ was rated slightly differently could be a riverside development like Chester of York.” by visitors. The top rating for the survey as a whole and those who live and work in the town rated it highest for green space, whereas visitors rated it highest for its links to the shoe and leather industry (48.2%). 46.17% rated it special for its • There were also requests to address homelessness and safety issues. history and heritage, followed by arts and culture at 40.99%. Green space was rated fourth at 32.66%. • The transport system received some criticism:
• Favourite physical spaces were The Royal & Derngate (181 total), Abington Park “Most people that I know that are put off going to Northampton either (104), The Guildhall (34), Park (28), Delapre Abbey (23), and Market (13) refer to the road network/traffic (confusing layout around the centre and • The average age of the visitor respondent was slightly older than for those who traffic volumes) or it being a dirty town centre environment.” generally responded to the survey, with 13.64% being aged 60-64.
• All age groups were represented, with the smallest responses coming from those • As did the Council: aged 80+ and those under 17.
• In common with the main survey response, most survey participants were “Successive councils both borough and county have allowed our town female (61.73%). Again, the overwhelming majority of respondents 83.33% to transform into what feels like a dirty, soulless, bus terminus. Visitors identified as White British. were systematically discouraged by draconian parking and traffic control. Councils used visitors as means to raise funds on the backs of local businesses.”
42 1.5. Public survey - those who study in Northampton
• 128 of the respondents to the public survey indicated that they used Northampton as a base from which to study - 7.3% of the total sample size.
• 108 provided valid postcode data, their locations are plotted on the heat density maps opposite.
Map showing postcode locations for those that use Northampton for ‘Study’ within Northampton area. Maptitude 2019.
• In addition to studying in Northampton, within their top 5 responses those in this segment also stated that they: Live in the town (71.88); Eat Out (60.04%); Go Shopping (59.38%); Work (56.25%); and Access Entertainment (56.25%).
• This is a possible indicator that those who study in the town use the town centre Heat map showing density of postcode locations for those that use Northampton for ‘study’ - Maptitude 2019 and do not remain on the campus sites. • In common with the findings elsewhere as part of the survey, the aspects of the town which received the most negative feedback for this segment were commercial attractiveness and environment; with these both being cumulatively rated as very poor-quite poor by 65.10% of respondents who study in the town. 43 • Importantly for this group, the rating of the town as a place to study was the • Favourite spaces were identified again as Abington Park, Delapre Abbey, highest scoring positive area, with the majority (70.6%) rating it as very good - Guildhall and Royal & Derngate. quite good. It was also rated relatively positively by students as a place to live, • As might be expected by the nature of this student group, the largest age range with 42.8% rating it as quite good - very good. of those surveyed and segmented here were the 18-24 age group (33.63% of • As with the other survey findings, the most significant area where the town is those surveyed). 12.39% were 25-29, and 7.96 were 17 or younger. perceived as declining in the last 5 years is shopping, which 60.9% of those who • The majority of respondents were female (61.06%). study in the town believe is worse. • 69.03% identified as White British; with White European being the other main • A significant 43.5% also perceive that the town has got worse as a place to live ethnicity at 8.8%. in. • 75% of students surveyed were heterosexual, 8.93% bisexual and 5.36% lesbian • The most significant improvement was thought to be the town as a place to or gay. study - with 49.2% believing that the town has got better in this regard.
• There was also a perception that the town had improved as a place to eat out, with 30.6% thinking that Northampton had got better.
• The majority of comments were regarding improvements to the eating out experience; but tempered with the decline of the shopping offer and high street, and the need to shop out of town for higher end items.
• Having family connections or being born in the town were the main reasons stated for choosing to study in Northampton.
• Affordability, the choice of courses and appearance of the university were also important to those who replied (120 comments were made).
• As with other segments of the public - with the exception of visitors - the green spaces were voted as the top rated asset of the town by 55.65% of the students who completed the survey. Other top rated aspects were: the shoe and leather industry (42.61%); the diverse community (35.65%); history and heritage (33.04%); independent shops & eateries (29.96%); sporting success (24,78%); arts and culture offer (22.61%).
44 Other Comments
64 people who used the town as a place to study left comments.
• There was a feeling that the town has a lot of potential that is not currently met, and has lots of built and cultural assets:
“We have such potential. We have amazing buildings and some opportunities in Northampton. The museums are fabulous. The Royal and Derngate is incredible and has so much potential...We have spaces to do performing arts. We just need to take a step back. Churning out pound shops and cheap shops. We have the opportunity to become proud of our town again.”
• There is a sense that the offer needs to be diversified for both this and younger age groups, with the offer of free student parking enticing more people into the centre.
• There were also comments about safety and crime and the need to improve perceptions:
“Northampton as a town looks and feels very derelict in a lot of places, even in the town centre. There are lots of uneven roads, flytipping, homeless and run-down buildings. A lot should be done to put more money into its town centre.”
• There was also a belief that more could be done to promote the town and the assets it already has:
“As an ex-tourism student I would have jumped at the chance to be able to get a placement or job in the council that was dedicated to tourism. Last time I checked the tourism office was closed on Sundays and there were no tours of Sessions House, this is the kind of thing that needs to change.”
45 1.6. Public survey - respondents identifying as having a “The town centre is a “no-go” area by day and especially at night. The disability only bright spot is Derngate, but the disability parking is very inadequate, • 231 of the respondents to the general public survey identified as having a especially as many of the regular supporters of Derngate are of an age disability - 13.1% of total respondents. This compares with 19.2% of the when parking is a basic requirement.” Northampton population.
• The majority of respondents identifying with having a disability considered Northampton as a good place to live. However, in the last 5 years, a significant Other Comments 64.5% also felt that the town had became worse as a place to live. • 139 people made comments with open text responses. Generally, they hinted at • Commercial attractiveness and environment were the lowest rated aspects of the a town with financial, social and infrastructure issues: town, together with crime. “The County Council lacks communication skills, and does not relate well • Access also scored poorly, which is disappointing for a group of respondents to with the General Public they serve.“ whom this is a critical aspect.
• Key issues raised were around the closure of shops, particularly high street brands and the consequent ‘abandoned’ feel of the town centre that has given “I will say though this town is very ‘up and down’ in terms of youth rise to antisocial behaviour. provision. There are no youth spaces in Northampton so young people are forced to hang around on the streets - it’s like you’re asking for trouble • Access to the town is felt to be intimidating by this group, with an additional lack and I don’t understand it.” of free parking meaning that many head elsewhere to shop.
• A lack of disability parking around the leisure and culture offers means that it’s harder for this group to access some of these services. The town centre is also • “NorthamptonThere were also is some a good positive place and but constructivenot much better comments: than many and less felt to be dirty. good than quite a few. Mistakes have been made over the years but on the whole Northampton is “”quite good, could do much better” • There is a perception amongst 79.2% of people with a disability that the shopping offer has got worse in the last 5 years.
• There were some positive indications from this category of respondents that the town had improved in terms of what it offers for eating out and that the cultural offering had improved.
• Keywords used to describe Northampton included ‘home’ and ‘potential’; at the same time, the theme of ‘tired’ and ‘disappointing’ is also maintained in this group of respondents.
• Green spaces, particularly Abington Park were clear favourites in relation to physical spaces. 46 1.7. Public survey - respondents aged 65+
16.5% of responses to the public survey were aged 65+, this compares with 15% of the Northampton population within that age range.
Of 291 responses, 279 provided valid postcodes which have been plotted in the map below.
Heat map showing density of postcode locations within Northamptonshire area Maptitude 2019
• Whilst shopping was considered to have also declined in this period, it should be noted that culture and entertainment was considered to have improved.
Map showing postcode locations of respondents aged 65+ Maptitude 2019 • Reasons to choose Northampton were very much linked to family and having been born in the town whilst work also featuring as a primary driver. • The majority of respondents in the +65 years old category use Northampton • The majority of one word answers to describe Northampton were negative from primarily for entertainment. this category with Average, Disappointing, Depressing and Sad featuring as most • The majority identified that the environment and commercial attractiveness popular responses. were poor, which is in line with all respondents, however, opinions over crime • Green spaces, History and Heritage were most common amongst the special and safety were divided. attributes of the town. • As a place to live, this category rated Northampton positively though indicated • The respondents labelled Abington Park and Derngate Theatre as the key that it had seen a decline in quality in the last 5 years. attractions with Delapre Abbey also featuring highly. 47 Other Comments
There were 196 free text responses to this question.
• There were comments relating to distrust and disappointment with the council and the need for planning more responsive to the needs of residents.
• There was a clear need for better planning and raising pride and aspiration.
• There were positive suggestions to improve the town:
“As an avid cyclist who goes into schools as a volunteer to Bikeability train children, a club leisure cyclist but more importantly a utility cyclist- I believe it is vital to vastly improve cycle infrast in Northampton.”
“Northampton has much to commend it with the potential to develop into an even more attractive place to live.”
48 1.8. Public survey - respondents aged 18-25
5.9% of those aged 18-25 responded to the public survey.
• Population statistics reviewed did not focus on this specific age range, but show approximately 10.8% of the Northamptonshire population are aged 20-29 years.
• 21% of the population of Northampton are under 17 and only 0.8% of responses were from this group.
Of 104, 86 provided valid postcodes which have been plotted in the maps below.
Heat map showing concentration of respondents under 25 in Northamptonshire area Maptitude 2019
The most popular use of Northampton amongst respondents in the 18-25 year old category was a place to live with eating out and shopping also important.
• This category was the most negative around Commercial Attractiveness and Environment whilst crime and safety, and a place to live, were also negative.
• This category did identify that Northampton is a good place to study.
• In the last 5 years, this category has recognised a decline in shopping and Map of postcode locations of respondents under 25 Maptitude 2019 believes it has become a worse place to live.
• A high number of respondents were attracted to the town by the courses on offer at the university whilst many still lived at home with their parents.
49 • The one word descriptions of Northampton were mostly negative with respondents regarding the town as disappointing, boring, rough and unsafe. “Before I came to uni there were lots of reports of sexual assault in Northampton; in my first year there was also the fireworks incident on • Interestingly, respondents in this category mostly stated that it was the shoe and campus. Crimes like this haven’t made it feel like a particularly safe or leather industry that made Northampton special whilst green space was a close inviting place to live, which is a shame as it has a very interesting history second in popularity. (although I would love to see more info on this throughout town e.g. about the shoe industry).” • Abington Park and Delapre Abbey were the most popular places in Northampton.
• 66.35% of respondents identified as female; 27.88% as male; 0.96% as non binary and 2.88% preferring not to say. 18.27% of those surveyed identified “There are some real gems in Northampton, but the area has been so as having a long term disability. Various groups were represented within the mismanaged in recent years that it’s difficult to find them. St Giles street survey, with the majority once more being White British (75%). The majority of is lovely, but Abington street is a dump.” respondents are hetrosexual (66.02%), 14.56% identify as bisexual and 6.8% as gay or lesbian. “Get the public opinion on what we want in our town” Other Comments
47 respondents made open text comments. “Please change the university town and make it more appealing to “We need more services and things to do for young people” students. There is nothing much to do apart from clubbing which is not for everyone.”
“Long story short, your town has nothing to offer young people and is, quite literally, a dumping ground.” “Please improve our town. I want to live here. I want to give back to my town and local community. But it is dirty and uninviting. The children of our town deserve a better place to live and grow up in.” “Maybe get some more places to hang out with people and do things as a community.”
50 2. NORTHAMPTON BUSINESS SURVEY
As part of the survey analysis, we have looked at all responses, then responses to the survey by business type:
• Independent • Larger National • Small Independent Group
The purpose of this was to further analyse the responses to see if there are differences or commonalities in perception according to business type and size.
2.1. All Northampton business responses
Between July 28th to August 22nd, 106 people completed the business survey, designed to help understand what businesses operating in/from Northampton think about the town. The survey was shared through LinkedIn and social media by representatives of the Northampton Forward Board, as well as by Northampton Borough Council and through Tricolor’s networks to a variety of business types. Of 106 responses, 98 provided valid postcodes which have been plotted in the map below.
51 • And ‘Other’ (21.7%) – this includes automotive repair, training, printing, medical goods, financial services, food marketing, media and design and development.
• Otherwise, there was a good spread of responses amongst different business sectors, including arts and culture, engineering and food and drink.
Number of Employees
The majority (64%) of business respondents were from small businesses (less than 10 employees); 25 had 10-49 employees, 16 had 50-249 employees, and only one organisation represented 250+ employees.
Anticipated Staffing Level Changes
49% expected their staff numbers to stay the same in the next year, with 33% predicting a moderate increase and 14% expecting a decrease. There was some uncertainty around how to respond to this question due to the effects of Covid-19, difficulties for their sector and staff still being on furlough at the time their responses were gathered, and some being consequently forced to reduce staffing numbers due to the economic effects of the pandemic.
Map showing postcodes of responses to Northampton business survey, Maptitude 2019 “Depending on how Covid affects our orders, we would like to take on more.”
Type of Business
The majority of respondents (71%) represented independent businesses. Those who Years Trading responded ‘other’ were from international businesses (4 respondents), charities, social enterprise, a franchise and a local shopping centre managed by a national The majority of businesses that responded (40%) have been trading for the long- organisation and a Business Improvement District. term in Northampton (over 25 years). However, the next largest response group (27.4%) have only been trading for the short term, 0-5 years.
Business Description
The 4 categories that make up over half (54.7%) of all respondents were:
• Professional Services (15.1%)
• Manufacturing (9.4%)
• Retail (8.5%) 52 Competitors Northampton Ratings
Interestingly, perhaps as a consequence of many of the respondents being from When asked to rate Northampton against a series of criteria (Access, Crime and smaller, local businesses, most (39.2%) see their competition as coming from Safety, Environment Cleanliness, Commercial Attractiveness, Marketing and neighbouring businesses, other out of town businesses (38.2%) and the internet Promotion as a place to do Business, and Attractiveness in terms of day and (33.33%). Only 8.8% regarded out of town business and retail parks as a threat. night perceptions), the lowest rated criteria were marketing and promotion and Other comments were regarding broader international and national competition; attractiveness, with the generally higher scores being given to access and crime some regarded themselves as unique or specialist with no direct competitors. and safety. However, it is interesting to note as illustrated on the chart below that relatively few people rated any of the criteria as ‘very good’ - with most responses being neutral. Access received the largest number of ‘Very Good’ responses with 17 people indicating this as a strength of the town.
How do you rate Northampton in respect of the following?
100
90
80
70
60
50
40
30
20
10
0 Access Crime and Safety EnvironmentCommercial Marketing and Attractiveness Attractiveness Promotion
Very poor Quite poor Neither good nor poor Quite good Very good Not applicable/ Don’t know 53 Changes in Perception Why Northampton?
• The majority of people hadn’t changed their minds about Northampton as a When asked why Northampton was chosen as a place to run the business from, the place to do business (44.2%), 34.9% felt it was a worse place to do business and 5 top rated reasons from a predetermined list were: location (61.4%); demographics 20.9% felt that it was a better place. (16.9%); size of the market (15.7%); affordability of office space (12%); and ‘Other’ (32.5%). • There were 30 free text responses to this question where respondents were asked to explain their answers. These included: Reasons given for ‘other’ were mainly related to the town being the home or local town of the founders/directors. Other responses were around affordability and - The changing nature of the high street and closure of many larger stores was business rates in the Enterprise Zone, heritage and industry (shoe making) links, felt to be a very negative change in the last 5 years. proximity to suppliers and the historic appeal and quality of life that the town used - The impact of Covid-19 was also referenced in terms of the challenges that lie to offer, though it was felt that this was no longer the case in both responses. ahead. Favourite thing about Northampton? - Enterprise environment of the town meant new businesses starting up all the time. Survey respondents were asked what their one favourite thing about Northampton was - a range of responses were given, with the most common responses illustrated - Work of the NEP and SEMLEP in promoting the area - Formula 1 related and below: engineering businesses a strength. entertainment - However there were concerns around the environment, parking and lack of spaces London people feel country direction. heritage areas connection offer abbey town derngate rugby royal saints accessibility street transport - There was also a sense that there are some missed opportunities to celebrate adington villages park parks roads area community retail where the town excels: access nice business cultural places leisure countryside easy “It still staggers me why there is no annual event celebrating the Shoe location businesses centrally centre Quarter with all these famous brands still existing, reaching audiences central delapre surrounding good across the world, attracting tourism to Northampton” brackmills space motorway county history Northampton lot guild buildings green links ports network favourite great independent lovely
‘Location’ was the most cited reason , with the countryside and green spaces also being a commonly referenced favourite aspect of the town.
54 How would you describe Northampton? Other Comments
• Survey respondents were also asked how they would describe the town to 32 respondents made further closing comments about the town. The key points can another business considering relocating. There was a mixture of comments, be summarised as: with some showing the town in a negative light and some more positively. The • Lack of town centre appeal and ‘scruffy’ nature. positive comments (43 of 80 responses) related largely to the town’s central location and ease of road and rail transport links to London and the rest of the • A need to invest in the town centre to make it appealing to visit. country. • Beautiful, historic buildings give it a unique offering compared to neighbouring Milton Keynes. “A great location to be based in due to commutable distances to London, Birmingham, Milton Keynes, Leicester and other large towns. Depending • Perceived lack of safety and issues with crime. on your industry this allows businesses to be in close contact to a large area of potential clients. It offers cost effective solutions in terms of • Criticism of the council - lack of direction and long-term planning. property in comparison to larger towns and cities, which can be a major • Lack of joined-up marketing and messaging about the town. deciding factor in terms of business and staff relocation. It is evidently a changing town in the past decade with more investment in transport, • It’s not just about the town centre - think about the outlying villages, green business and education infrastructure and can develop even more in the spaces and support for businesses. future.” “The town centre needs reinvention. More people actually living there would help the independents, cafes, bars etc. So concentrate on creating • Negative comments related to the town, include a poor town centre, poor retail decent living spaces out of defunct offices and retail premises so people offering and issues with antisocial behaviour. can walk to the shops and pick stuff up rather than drive everywhere. Also • 22.5% of all comments made in this free text response were negative. needs better green spaces and fewer unpleasant characters staggering round town which seems to put a lot of folk off.”
“Avoid it. High street is dying, mandatory business taxes are enforced which fund terrible ideas and promotions and the council are impossible to deal with. Also looking to grab money rather than promote opportunity “I have worked in Northampton for nearly 40 years and it has gone down for local businesses.” hill drastically in the last 5 years. I have no confidence in the council or their ability to do the right thing with the old bus station site and other areas in the town. I am lucky that I am approaching retirement and look forward to not working in the town. It doesn’t feel a safe place to walk about in the daytime let alone at night.”
55 Businesses Represented
Where a response was given, the following businesses were represented by the respondents to this survey across the range of sectors indicated:
Alan K Harland, Project Development Consultants Anu Thapa trading as Anu Beauty NLive Radio Hadlands The Zipyard J-walk ltd Golfers Choice S W Wrefords & Sons Ltd Brackmills Business Improvement District Studio 53 In N Out Autocentres GEBS Professional Services Ltd Turbo Technics Ltd EFFICIENT WORK GROUP Etiquette Ltd digraph transport supplies Country Lion Northampton Ltd Click Antiques and Vintage ACS Office Solutions Blue sky computer solutions ltd Conveyor Lines The Lamplighter Travis Perkins Quinton Major Precision Limited KR.eativ: Architects Ltd illy caffe Square Feet Coworking SCANIA Cheney & Co JPLED LTD MOOCH Magee Street Bakery Delapre Abbey Preservation Trust Satarah Recruitment Ltd CROWN NORTHAMPTON SHOES Specialist Human Resources Limited Weston Favell Shopping centre Made in Blue Mick Lorkins Ltd
56 2.2. Independent business survey responses
71 of the business survey respondents (67%) identified as an independent business. • When asked why Northampton was chosen as a place to run the business from, the 5 top rated reasons from a predetermined list were: location (52.83%); • The three categories that make up over half (52.12%) of all respondents were: demographics (15.09%; size of the market (13.2%); affordability of office space professional services (18.31%); food and drink (11.27%); and ‘Other’ (22.5%) - (9.43%; and ‘Other’ (39.62%). including Wholesalers, Designers, Financial Services and Private Members Club. • Reasons given for ‘other’ were mainly living in the town and affordability. • Otherwise, there was a good spread of responses amongst different business sectors, including Engineering, Health and beauty, Retail and Arts & Culture. • Survey respondents were asked what their one favourite thing about Northampton was - a range of responses were given, both positive and negative. • The majority (73%) of respondents were from small businesses (less than ‘Location’ was the most cited reason, with the countryside and green spaces also 10 employees); 12 had 10-49 employees, 7 had 50-249 employees and no being a commonly referenced favourite aspect of the town. organisation represented 250+ employees. In comparison to the data for all respondents, it suggests that those respondents representing the independent • Survey respondents were also asked how they would describe the town to businesses had fewer employees. another business considering relocating. There was a mixture of comments, with some showing the town in a negative light (28%), and some more positively • 49% expected their staff numbers to stay the same in the next year, with 35% (72%). The positive comments related largely to the town’s central location and predicting a moderate increase, 11% expecting a decrease. This is largely in ease of road and rail transport links to London and the rest of the country. line with the wider data set though the comments reflected less uncertainty in relation to Covid amongst the independent businesses. Other Comments • The majority of businesses who responded (33%) have been trading for the 22 respondents made further closing comments about the town. The key points can long-term in Northampton (over 25 years). However, the next largest response be summarised as: group (32%) have only been trading for the short term, 0-5 years. • Lack of town centre appeal and ‘scruffy’ nature. • Largely in line with the wider response, most (39%) see their competition as coming from neighbouring businesses, over out of town businesses (36%) and • A need to invest in the town centre to make it appealing to visit . the internet (33%). Only 3% regarded out of town business and retail parks as a threat. Other comments were regarding broader international and national • Beautiful, historic buildings give it a unique offering compared to neighbouring competition; some regarded themselves as unique or specialist with no direct Milton Keynes. competitors. • Perceived lack of safety and issues with crime. • When asked to rate Northampton, the lowest rated criteria was attractiveness, • Criticism of the council - lack of direction and long-term planning. followed by marketing and promotion. Higher scores were given to access and crime and safety. The data is largely reflective of the wider respondent data set. • Lack of joined up marketing and messaging about the town.
• The majority of people hadn’t changed their minds about Northampton as a • It’s not just about the town centre - think about the outlying villages, green place to do business (47.3%), 38.2% felt it was a worse place to do business. spaces and support for businesses. 14.5% felt that it was a better place which is over 6% lower than the wider data set. Lower footfall, higher rates of crime and lack of strategic planning are reasons stated for the decline in attraction. 57 2.3. Larger national businesses survey responses
14% of the business survey respondents identified as being representatives of a night perceptions), the lowest rated criteria was Attractiveness, with 46.2%, larger, national organisation. This is a relatively small sample and so we must allow rating this as ‘Quite Poor’. Marketing and Promotion had the most significant for a high degree of bias. However, they are useful as an indicative example. neutral response (61.5%), with the most significant positive response being for access (69.2% viewed this as ‘Quite Good’). The Environment Cleanliness had the • 40% of the national organisations were distribution and logistics organisations, largest ‘Very Good’ indicator (15.4%). The general trend towards positive views 20% were manufacturing, 13% were retail and 7% were engineering firms. The about access and negative views about attractiveness are in common with the other 20% (or 3 organisations) were automotive repair, medical goods and a findings of the survey overall. plumbing and heating merchant. • 55% believe that Northampton has stayed the same as a place to do business • 33% of respondents representing a larger national business both respectively in the last 5 years; 18% believed it was better and 27% thought it was worse. had fewer than 10, and 50-249 employees. Only 7% of those who responded This is slightly different to the general perception, where although most felt that had over 250 employees. The remaining 27% had 10-49 employees. the town had remained the same, more felt it had become worse than better • The majority (40%) believed that their number of employees would remain the (34.9% compared to 20.0%). same within the next year - with 27% each anticipating a moderate increase • Respondents were invited to tick all responses that applied, and 100% felt that and a decrease. 7% thought there would be a significant increase. There were no the location was a factor in deciding whether to open a business in the town. related comments although the mixed response is likely due to differing sectors Affordability of office space (27%), skill of the labour force (18%) and the size and uncertainty caused by Covid-19. of the market (18%) were also considered to be important. 1 respondent also • The vast majority (53.3%) of larger national respondents had been trading for thought that hotel facilities were important. over 21 years, 40% for 11-20 years and 7% for 0-5 years. • 4 respondents felt that the location and transport links were the most positive • 47% felt that their competition came from the internet - higher than local thing; community spirit, the surrounding countryside, the Value for Money and businesses generally - 40% from other neighbouring businesses and 33% the Errol Flynn Filmhouse and Royal & Derngate Theatre were also named as from other out of town business parks, which was the lowest rated source of stand out favourite aspects of the town. competition for local businesses generally. It is evident that the percentages are • 55% of respondents identified the central location as being a selling point larger due to the fact that lots will have ticked the section ‘all that applied’. to describe the town to others. Negatively, it was also described by national • When asked to rate Northampton against a series of criteria (Access, Crime and businesses as cheap and not very upmarket. Safety, Environment Cleanliness, Commercial Attractiveness, Marketing and • Only 4 of the national organisations identified themselves within the survey as Promotion as a place to do Business, and Attractiveness in terms of day and Travis Perkins, Scania, Digraph Transport Supplies and In N Out Autocentres.
58 2.4. Small independent group business survey responses
8.5% of the business survey respondents identified as being representatives of a • When asked to rate Northampton against a series of 6 criteria (Access; Crime small, independent group. This is a small sample and so we must allow for a high and Safety; Environment Cleanliness; Commercial Attractiveness; Marketing degree of bias. However, they are useful as an indicative example. and Promotion as a place to do Business, and Attractiveness in terms of day and night perceptions), the lowest rated criteria was again Attractiveness (22% • The majority of the small independent units who responded to the survey were very poor, 44% quite poor). Interestingly, the most positive overall rating in this in professional services (33.33%), with construction/ distribution/logistics, instance was for Crime and Safety, with 55.6% rating this is ‘Quite Good’. The food and drink, leisure, manufacturing and retail all making up 11.11% of the most neutral response again was for Marketing and Promotion (33%), indicating responses each. This is the greatest representation of professional services that this has failed to make an impact or impression on local businesses. across the business survey sample, and therefore indicative of a different type of business as the main respondent compared to the main business responses • A significant number (67%) felt that Northampton has stayed the same in the when combined. last 5 years in terms of a place to do business; 22.22% felt it has become worse and 11.11% felt it has improved, echoing the pattern of the general survey as a • 55.6% of respondents had 10-49 employees; 33.33% had fewer than 10, and whole. 11.11% had 50-249. • Location was again the single most important factor for setting up the business • Again, the majority (44.44% in this sample) expected staff levels to remain the at 67%. Affordability and business rates were also rated as important. same; 33.33% were expecting a moderate increase and 22.22% a decrease - the same pattern as expected by respondents from larger national organisations. • The favourite thing about Northampton was identified as: transport links/ ease With Covid-19 recovery in mind, this is an encouraging positive projection. of access; diversity; countryside and parks; sporting heritage; good places to eat and drink. • Again, the majority of smaller independent groups (44.44%) have been trading for over 21 years; 22.22% each stated that they had been trading for 0-5 and 11-20 years respectively. 11.11% had been trading for 6-10 years.
• Smaller independent groups recognise other neighbouring businesses, other out of town businesses and the internet as the main sources of competition (44.44%) - the out of town and internet competition is not something that is viewed as so significant across the whole sample, and is perhaps therefore skewed by the independent traders. Other out of town business or retail parks made up 22.22% of other competitors, and other similar businesses both in and out of town were also identified by one respondent.
59 Conclusions - Northampton business survey
• The majority (71%) of respondents were independent businesses with less than • As its key attributes, there was a perception that the town offered heritage, 10 employees (64% of respondents). However, all business types and sizes were history, attractive buildings and green spaces that differentiate it from other represented within the survey, with 15 of the 106 responses being from larger, towns, notably nearby Milton Keynes. national organisations. • The key selling point and a positive aspect of the town for this group was • Despite the Covid-19 situation, the majority of all businesses across all business generally the key central location with road and rail networks offering access to types and sizes seemed to consider that their staffing levels would remain the London and the wider country. same in the next year - with some anticipating increases as they increased their services as part of recovery.
• The respondents chose neighbouring competitors, office and retail parks and the internet as their main source of competition, with the internet being viewed as a more significant factor for larger businesses.
• Respondents were asked to rate Northampton against a series of criteria (Access, Crime and Safety, Environment Cleanliness, Commercial Attractiveness, Marketing and Promotion as a place to do Business, and Attractiveness in terms of day and night perceptions).
• There is a general perception that the marketing and promotion of the town as a business centre is ineffective - when asked about this, respondents to the survey had a neutral response, indicating either that marketing and promotion is inconsistent, or goes unnoticed.
• People felt most negatively about the appeal and attractiveness of the town centre.
• Relatively few people rated any of the criteria as ‘very good’ - with most responses being neutral.
• Businesses chose Northampton primarily because of its location, with the owners living in the town already being a significant factor. Town demographics, market size and labour market were also considered to be important.
• The majority of all respondents felt that the town has stayed the same as a centre for business in the last 5 years, with a significant proportion across the survey (34%) believing that it was worse, compared to 22% who felt it had improved.
60 3. NATIONAL BUSINESS SURVEY
3.1. All survey responses
We created a brief survey for larger National Businesses to gauge perceptions of Northampton as a centre to do business more broadly around the UK and beyond. The survey was shared on LinkedIn, social media and shared to relevant contacts by the Northampton Forwards Board, Northampton Borough Council and Tricolor.
The overall aim was to understand what the perception of the town was currently, Map showing postcode locations of respondents to National Survey Maptitude, 2019 and the key factors that might influence businesses to open offices or operations within Northampton in the future, to form part of the developing Place Shaping Narrative.
Between July 28th and August 28th, 58 respondents completed the survey against a target of 50 businesses. This sample size was determined to be sufficient to gain an overview of opinions and perceptions from businesses operating outside of Northampton, and the timeframe was deemed realistic with the Covid-19 pandemic and the summer break impacting on responses.
Location
56 of the 58 respondents were UK based, with 2 stating that they were from Poland and indicating that the survey was broadly circulated.
53 provided valid UK postcodes which have been plotted on the map to the right, to demonstrate the geographic spread of businesses surveyed.
61 Business Description
The most popular business type represented by survey respondents was professional services at 42.11%; this compares to 15.1% for the local businesses indicating that different business types were reached through the national survey. Of the preset categories, there were no responses to this survey from distribution and logistics, engineering, health and beauty firms or places of worship. The ‘other’ business sectors who responded (8 in total or 14%) were:
• Energy Tech • Scientific • Media • Communications • Consultancy Arts & Culture 5.26% • Psychotherapist Distribution/logistics 0% • Travel Evening economy 1.75% • Media Production IT services 5.26%
Manufacturing 1.75%
Retail 1.75%
Charity 7.02%
Education 3.51%
Food & drink 5.26%
Leisure 3.51%
Place of worship 0%
Other 14.04%
Construction 5.26%
Engineering 0%
Health and beauty 0%
Local government 3.51%
Professional services 42.11%
62 Number of employees What do you know about Northampton?
Despite being national businesses, the majority of respondents represented small 55 of the 58 respondents left an open text response to this question, with the most firms - 56.14% of them had less than 10 employees. frequently used words summarised visually below. Additionally:
24.56% of firms who responded had 10-49 staff; 8.77% had 50-249 and 10.53% • 29.3% stated that they knew nothing or very little about the town. had over 250 employees. • 10.3% knew little about Northampton other than its central location and good transport links. Business Relocation • 13.7% were aware of the importance of the shoe industry to the town. When local businesses were asked what influenced their decision to open in Northampton, location was the most significant factor. For national businesses, • 10 comments referenced the lack of appeal of the town centre, with words such although location remains the second most significant at 52.73%, the most popular as ‘run down’, ‘not very appealing’, ‘tired’, ‘horrendous’, ‘scruffy’, ‘dreadful’ and factor was affordability of office space, at 54.55%. Quality of life and business rates ‘dirty’ used to describe it. were also important - local businesses suggested that rates outside of the Enterprise • 2 respondents described the town as a ‘market town’; 4 were aware of the Zone were high so this could be an important aspect for Northampton Borough Rugby team; 3 people referenced the theatre and 2 people mentioned the green Council to consider if they are hoping to attract more businesses to the town. spaces and countryside. 11 respondents left an open text comment, with 2 stating that they would not open a business in Northampton; 5 indicated access to transport links and road networks would be important. Investment opportunities, the ability to grow their marketplace or create purpose built premises were also indicated as important by individual respondents. station opportunities famous area industrial locally alan areas rugby great country based located family close businesses life towns central good live lived history midlands shoes appealing location independent making industry issues lots market Northamptonshops shoe transport city links it’s team London people population professional knowledge centre mistake tired south theatre that’s train town 63 The following verbatim quotes are illustrative of the comments made: 7 respondents felt they were happy with where they currently operated geographically, or were unsure if specialist labour skills were available in “Smallish town centre, some very good independent clothes shops, and a Northampton. great Tapas bar. Some bits of it are very tired, and it would benefit from The location was seen as being a strength by 5%, although this may require more some larger stores to bring the footfall, but the independent shops are promotion: great and need supporting.”
“It’s geographic location could be attractive for an organisation that works across 150 areas throughout England, although I don’t know what “It is a sadly depressing and scruffy place now and that is made no better the quality of transport links are well enough to judge if that would be a by the utter lack of pride that most people seem to have. The council has good base from which to get across the country.” no vision and makes mistake after mistake. The town centre is dreadful - filthy dirty and with no identity. There are a few diamonds, but they are tough to find in all the rough.” “Decent transport links, and I dare say the business and residential property is better value than London.”
“I’ve driven past it a few times on the way to other places. It’s a market town with a history associated with the shoe trade. What the wider The“I needhave for not Northampton seen a great to deal market of publicityitself more with effectively regard wasto Northampton. also picked up Inon in employment opportunities are I do not know. I’m not familiar with the theLincolnshire Local Business businesses Survey, and collaborate is echoed with in the a followingnumber ofcomment: other parties - such industrial landscape in the town.” as Lincolnshire County Council, Lincoln BIG, City X (who have just started a PR programme to highlight life in Lincolnshire - they already have a PR programme to help market businesses in the County), Lincolnshire LEP. The “It is well located but has a reputation for being boring and unattractive.” availability of amenities, including tourist attractions, is seen as being extremely important in attracting people to do business in the County.”
Has Northampton ever been considered as a base for your business? There was also some valuable insight provided by an organisation who already have 78.18% had not considered Northampton as a base for their business; 12.73% had, an office in Northampton: and 9.09% didn’t know. “We have had an office in Northampton for 30+ years. This office performs From what you know, could Northampton meet your business needs? slightly less well than other offices or joint venture bases in recent years. We would not look to expand in the area in part due to the micro and also • 45.45% did not know. macro economic situation. The town does not have a great reputation for • 30.91% felt it could somewhat meet their needs. public/private initiatives with the possible exception of previous Borough • 14.55% did not feel it could. interventions such as Alive and now Northampton Forward.” • 9.09% felt it could meet their needs.
21 respondents made comments related to this question. 64 However, not all comments were positive or constructive, with one commenting that the town is:
“dirty, run down and not inviting.”
Conclusions - national business survey
The national survey had a spread of responses from different sectors and sizes of businesses - although they were primarily smaller businesses with 10 or less people, it was also inclusive of organisations with over 250 people.
Affordability of office space, location and business rates were rated as being the most important, key considerations for businesses when looking at new locations - something for the Council to consider in their Place Marketing Narrative.
Although there was some general lack of awareness about what Northampton had to offer, respondents did also pull out some of the town’s key and unique attributes as identified in other areas of resident and stakeholder consultation - including the central location and access to transport networks, green spaces, countryside, market town and sporting connections.
However, they also echoed the view that the town centre itself is run down and in need of investment and reimagining - looking positively, this is something that the council can work to address to improve the appeal of the town as a location in which to live, work and do business, and which is already in progress as part of the new Town Centre Masterplan.
Interestingly, only 14.55% felt that Northampton couldn’t meet their needs, with many not knowing. This suggests that with the right marketing and messaging in place, it may be possible to broaden the appeal of the town to the wider business community.
65 CONSULTATION: PHASE 3a & 3b - PUBLIC & BUSINESS FOCUS GROUPS
66 CONSULTATION: PHASE 3a - PUBLIC FOCUS GROUPS
Two Zoom focus groups were held, bringing together members of the Northampton The sessions followed the following agenda: community, to explore their perceptions of Northampton: • Introductions, technology and format for the session, icebreaker questions • Thursday 13th August 2020 - 9-10.30am - 13 attended • GROUP EXERCISE: What do you think of Northampton? • Tuesday 18th August 2020 - 4-5.30pm - 14 attended. - What POSITIVE word would you use to describe Northampton now? Participants were identified from responses to the Resident and Visitor Survey where - What NEGATIVE word would you use to describe Northampton now? individuals were asked whether they would be willing to be contacted to participate - What is the BEST thing about Northampton now? in further consultation to provide contact details if so. - What is the WORST thing about Northampton now? Full notes of the sessions can be found in the Consultation Findings Document. - What is one STORY you would tell friends/family about Northampton?
Before the session, participants were asked to consider: • BREAKOUT EXERCISE: What does Northampton offer people?
• What are Northampton’s key strengths, what makes it unique? • BREAKOUT EXERCISE: In 5 years, what could make Northampton better? • Why do you choose to live, work or visit the area? • What is your one favourite story about Northampton that you would tell friends/ family or someone new to the area about Northampton? This could be a historic aspect, a fun fact, local legend or hero, or recent good news story.
67 Key Findings: Worst Thing: • Town Centre Most prominent words used to describe Northampton were as follows: • Litter / Dirty • Poor leadership Positive: • Lack of diverse shops • Cultural • Historic What Does It Offer People Now? • Green • Good schools, colleges and university • Potential • Accessibility - when leaving the town • Accessible / location • Country parks • Beautiful
What Could Make it Better? Negative: • Improved green infrastructure - e.g. segregated cycle lanes • Shabby • Development of Town Centre • Tired • Parking options in the town centre • Average • A deep clean • Dirty • Better support for smaller businesses • Neglected • A central website for ‘What’s On’ information - improved tourism website • Lack of direction/ mis-managed
Best Thing: • Abington Park • Delapre Abbey • Theatres (Deco and Royal & Derngate) • Countryside (canal and parks) • Sports grounds - rugby club
68 CONSULTATION: PHASE 3b - BUSINESS FOCUS GROUPS
Two Zoom focus groups were held, bringing together members of the Northampton The sessions followed the following agenda: business community, to explore their perceptions of Northampton. • Introductions, technology and format for the session, icebreaker questions Timings: Thursday 13th August 2020 - 4-5.30pm - 7 attended • GROUP EXERCISE: What do you think of Northampton as a place to do business? Timings: Tuesday 18th August 2020 - 9-10.30am - 4 attended - What POSITIVE word would you use to describe Northampton now as a place Participants were identified from responses to the Northampton Business Survey to do business? where individuals were asked whether they would be willing to be contacted to participate in further consultation to provide contact details if so. Additionally, - What NEGATIVE word would you use to describe Northampton now as a place invitations were also sent to individuals suggested by Forward Board members. to do business?
Full notes of the sessions can be found in the Consultation Findings Document. - What is the BEST thing about Northampton now as a place to do business?
Before the session, participants were asked to consider: - What is the WORST thing about Northampton now as a place to do business?
• What are Northampton’s key strengths, what makes it unique? - What is one STORY you would tell friends/family about Northampton? • Why do you choose to live, work or visit the area? • What is your one favourite story about Northampton that you would tell friends/ BREAKOUT EXERCISE: What does Northampton offer people as a place to do family or someone new to the area about Northampton? This could be a historic business? aspect, a fun fact, local legend or hero, or recent good news story. BREAKOUT EXERCISE: In 5 years, what could make Northampton better as a place to do business?
69 Key Findings:
Most prominent words used to describe Northampton were as follows:
Positive: Worst Thing: • Creative • Business rates • Vibrant • Accessibility across town, and parking charges in the centre • Shoes • Town Centre • History • Low wage economy • Sporty • Supportive Key Story: • We make the best shoes in the world Negative: • Culture and heritage • Dirty (lack of pride in certain areas) • Lift tower • Transport not joined up • Vibrant community sector which the town should be proud of • Downtrodden • Kinky Boots • Tired • Average What Does It Offer People Now? • Dirty • Connectivity and road network outside of the town centre • Neglected • Green spaces • Lack of direction/ mis-managed • Big brands - like Avon, Carlsberg, the Saints • Lack of aspiration and ambition - negativity. Car sticker from the 80s ‘sorry I’m • Food and drink network across wider town from Northampton’ • Sports • Good schools, colleges and university Best Thing: • Accessibility - when leaving the town • Lots of people with ‘get up and go’ • Country parks • Connectivity • Entrepreneurial and lots of start ups What Could Make it Better? • World class industries - shoes, country houses, food and drink, automotive • Improved green-led transport - e.g. segregated cycle lanes • Development of Town Centre • Parking options in the town centre • Better support for smaller businesses • Better interconnectivity between the borough and town councils. • The Unique ‘weirdness’ of the town’s character brought out more. • Improved entrepreneurial encouragement from the council. • Promotion of what it has to offer - Council’s online profile needs improving.
70 CONSULTATION: PHASE 4 - 1-2-1 PHONE CALLS
71 CONSULTATION: PHASE 4 - 1-2-1 PHONE CALLS
Alongside and following the Focus Groups with Residents and Businesses, a series of Tourism Groups phone calls were delivered with the following organisations and individuals. 1. Emer Grant, CEO, NN Contemporary Art 2. Caroline Lucy, Marketing Manager, Northampton Town Football Club Resident and Community Groups 3. Richard Clinton, CEO Delapre Abbey 1. Susie Palmer-Trew, CEO, University of Northampton Students’ Union 4. Jo Gordon, CEO, Northamptonshire Arts Management Trust 2. Jenny, Sikh Community Centre & Youth Club (SCCYC) 5. Simon Benson, Owner, Motor Racing Hospitality.com 3. Victoria Miles, CEO, Northampton Community Foundation 6. Julia Chapman, Finance & Operations Director, Northampton Rugby Football Club 4. Toby Birch, Resident Group Representative, Community Space 7. John Fletcher, CEO, Northampton Leisure Trust 8. Louise Hannam-Jones, History Curator, NM&AG Key findings included: Key findings included: • The support and collaboration within the community and between organisations is really strong. • The town is old and historically rooted but with the opportunity to be modern and contemporary, capitalising on the many little pockets of creativity and • Information sharing across the community could be significantly improved - the making that exist. council could play a key role in this. • The Council needs to focus more on the development of the economic • Town should be making more of its assets - green spaces, shoe making heritage, environment within the town. marketplace in need of investment. • The emphasis and key messages about Northampton need to be more than just • Some fundamental issues need addressing - lack of ambition, perception of the shoes - not just about the cultural quarter either, there’s its historic buildings, council, rough sleeping, car parking in town. innovation, sporting events, parks and green spaces, and community feel.
• There is a sense of entrepreneurialism in Northampton and the rate of start-up businesses is really high but scale-ups are low and so more needs to be done to improve sustainability.
• There is interest in doing much more joined up marketing.
• Local hotel stock needs improving in terms of quality and price points.
• The museum is about to launch a ‘We Are Northampton’ temporary exhibition - the Place Marketing Strategy should ensure it is aligned with its key messages.
72 Local Northampton Businesses
1. Michaela Edwards, Operations Director, S W Wretfords & Sons Key findings included: 2. James Roberts, Centre Manager, Grosvenor Shopping Centre • Northampton has everything apart from a hub - there is agreement that the 3. Paul Hanna, Lamplighter Restaurant town centre is run down. 4. Lisa Witham, Owner, Dreams Coffee Lounge 5. Annys Kirk, Marketing Manager, Cosworth • The area could be improved with more investment. 6. Lucy Reece Raybould, CEO, British Footwear Association 7. Martin Mason, CEO, Trickers • Access in and around Northampton and road quality is poor - although the 8. Rachel Mallows, CEO, The Mallows Company location and access to other parts of the country is excellent. 9. Anthony Antell, Training Manager, British Pepper • Safety and antisocial behaviour is a growing concern in the Market Square - and 10. Chris Lambert, Blue Sky Computer Solutions there is a decline in the town centre offer generally. 11. Stewart Wright, Nuovo Restaurant 12. James Lowther, Britain’s Best Surprise • The town centre needs reviving with activities and events. 13. Andy Wise, Engine Creative 14. Debra Charles, CEO, Novacroft • Support needs to be given for shorter term spaces - to enable more pop-up and 15. Hamun Shah, Chief Finance Officer, Church’s Footwear younger entrepreneurs to thrive. 16. Roz Bird, Commercial Director, MEPC Silverstone Park • Northampton is the heart of the shoemaking industry in England and has played a huge part in putting the town on the map - despite its heritage, there is no high-end shoe shop in the town.
• A need to promote Northampton as the county town - within the context of all that the county has to offer.
• Can be difficult to recruit talent locally - University has played a key role, and this needs support to ensure students remain and talent is nurtured.
• Opportunity to help companies in the Northampton area to work with companies within the Oxford-Cambridge Arc.
• Opportunity to build on the strength of the Science and Technology Cluster and ongoing development of Silverstone Park, where the Council could offer to host STC events, or get MPs involved in sector business talks. The Travel Plan needs supporting.
73 PHASE 5 - ONLINE AUDIT OF VISITOR PERCEPTIONS
74 PHASE 5 - ONLINE AUDIT OF VISITOR PERCEPTIONS
An audit of visitor perceptions was undertaken to consider the perception of #NN1 - used to promote positive messages about the town online Northampton different aspects of Northampton expressed online from residents, non-residents Visitors/ Non-residents and businesses operating from within Northampton as expressed online. It is not an exhaustive list of everything on offer in Northampton, but provides a snapshot of the types of things these three target audiences are saying about the area online and provides a useful baseline from which to build on during our in-depth 2. Northampton Visitors/ Non-residents consultation, and which helps us to build the narrative of the current place audit.
‘’A good selection of things to see, especially the shoes which of course 1. Northampton Residents Northampton is well known for, a fun museum, well worth a visit.’’ Northampton Museum & Art Gallery, Tripadvisor “Northampton as a town is good to live in, nice restaurants etc and the out of town and town centre shops are good. For major shopping sprees you’re not far from MK. There are loads for kids to do and nice places to ‘’Affordable housing, green spaces, regeneration and an hour’s train visit. I’m originally from Scotland so this place is’t home but I’m happily journey into London makes Northampton an ideal place to buy a home...A settled!” Mumsnet combination of a bustling town centre and peaceful countryside with more than 150 parks and open spaces and more than 50 play areas for children….115 schools and colleges within 5 miles of Northampton, 11 of “Northampton seems quite run down these days” Mumsnet which earned an outstanding Ofsted rating ...A new cultural quarter is in the pipeline...60 minute train journey to London...’’ Northampton described by Zoopla “Why do the council care that residents won’t get to have a say? They never listen to us anyway and only let us have our say because it’s been required to do so. They’ve already made their minds up before they put ‘’To be honest, if you are used to going out in London then you are likely the surveys out to us residents anyway.” Comment in relation to planned to find Northampton town centre a bit rubbish rather than a bit rough.’’ changes to planning system, Northampton Echo & Chronicle online Nightlife discussed in forum, Tripadvisor
“I would recommend Abington, which is near the park walking distance from town and the wellingborough road which is where all the cafes, bistros and little shops are.” Mumsnet
75 3. Northampton Businesses
‘’One of the UK’s key logistic centres...home to leading international businesses’’ Brackmills BID
‘’Northampton is home to the biggest market square in England which was established in 1189 around All Saints church...You’ll find a town bursting with independent gig venues, theatres, cinemas, bars, shops, and cafes that you won’t find anywhere else – all sat alongside staple high-street brands. There are numerous sport venues and teams, a variety of museums, plus Historical sites across the county. There’s plenty to do for whatever mood you’re in.’’ Northampton described by the University of Northampton
76 REVIEW OF EXISTING MARKETING COLLATERAL
77 REVIEW OF EXISTING MARKETING COLLATERAL
We have reviewed the role of the two primary online marketing platforms promoting the Northampton offer; Love Northampton and Northamptonshire: Britain’s Best Surprise. Here we give our topline findings for each and some recommendations for future development.
Love Northampton Britain’s Best Surprise
Audience Aimed primarily at residents of the Borough Aimed primarily at people visiting/considering visiting Northamptonshire county
Positives Strong social media following - 13.8k followers on Twitter, 2.3k Growing Membership base followers on Instagram, good hashtag usage of #lovenorthampton Recently given backing from Visit England
Strong Board
Good Twitter following - 7.8k
Negatives Old news on website (no content since December 2019) Despite a good Twitter following, less active on Instagram (though good potential with only 37 posts and a following of 658) Limited information available on the website, though we understand that work on a refreshed version of the current site has been happening simultaneously with our commission.
In conclusion, Love Northampton is a fairly well established brand within the wide remit, the outcomes of the borough Place Marketing strategy development Borough despite a lack of content in recent months. It has a strong social media will have less of a direct impact on the future development of the Best Surprise following and with the impending relaunch of the site, is a good platform on which content. However, moving forward we recommend that messaging around the to build to engage the Borough’s residents. Moving forward, there will be a need borough is still updated to align with the outcomes of the strategy development, to align the messaging of Love Northampton with the outcomes of the strategy and that the assets of the borough that resonate most with visitors are positioned at development, showcasing those elements of the Borough of which its residents are the forefront of its promotion. most proud. We recommend developing future content to harness the community In addition to the content development recommendations for each platform given spirit that we’ve picked up in our consultation and to focus on the people of above, our consultation has shown there is a need for an information hub to bring Northampton, including community blogs, news items and stories of local people’s together and promote the events and activities that happen across the borough. success as well as opportunities to join community and networking groups. Given the relative success of the two platforms already in existence, we would not In the absence of an official Destination Management Organisation for the county, recommend introducing a third platform into the mix to fulfil this role. Instead, we the Best Surprise brand seems to be successfully filling that role and promoting the recommend that during the next phase of work, consideration is given as to how county and all its key assets widely. It has a strong Board driving it and is moving the Love Northampton and Best Surprise brands can work together more seamlessly from strength to strength in terms of growing its membership base. With a county- to promote the what’s on offer in Northampton without obvious duplication. 78 SUMMARY & RECOMMENDATIONS
79 Perceptions of Northampton
Overview What are current perceptions of Northampton from people who live, study or work here? Across all groups consulted there was agreement that: • Just over 50% of people who live in the town feel that it is a good or very good • The town deserved a better quality town centre/ hub and the Market Square place to live - this perception could be improved by improving the commercial needed revamping. attractiveness and environment. • Cleanliness and the environment were consistently poorly rated. • 60.7% of residents felt that the town had become a worse place to live in the • It had become a worse place to live over the last 5 years as a result of issues last 5 years. 83.6% said the shopping offer had declined, although the offer for such as cleanliness, parking, transport and the retail offer. culture and places to eat in town had improved.
• Communication across the town, and the marketing of its offer need • The green space in the town was the most celebrated aspect of the town by improvement to maximise potential. 58.24% of residents, with the shoe and leather industry and history and heritage also felt to be a strong positive of the town by 43% of the resident population. • Improved green infrastructure was needed. • There is a good indication that those who study in the town, also use the town • Its central location was a key selling point, alongside its abundance of green centre instead of remaining on the campus sites. spaces and internationally recognised shoe industry. • The majority of those that use the town for study believe Northampton to be • Value for money and quality of life it could offer was strong in relation to schools commercially unattractive and environmentally run down, though they largely and the university, house prices, access to green spaces, cultural and heritage, enjoyed studying and living there. and strong community spirit. • Students indicated that retail has declined and that the town has become a • Key assets include Abington Park, Royal & Derngate Theatre, and the Saints worse place to live in the last 5 years. Rugby Club. • Having family connections or being born in the town, along with affordability, • Whilst there are a number of persistent issues that reflect negatively on the choice of courses and appearance of the university were the key attractions to town, Northampton has a considerable amount of positive aspects to offer Northampton for students. people who live, visit or may invest here. Some ‘quick wins’ could be achieved by investing in the town centre and focusing on a town centre cleaning strategy. • Students largely describe Northampton as being rough and depressing, an average town, with some potential.
• Green spaces, particularly Abington Park, were attractive to the majority of student respondents.
• Respondents to the general survey who stated they worked or ran a business from the town were mostly positive about living and working in the town but also believe it to be unattractive from an environmental and commercial perspective. A factor keeping them here was family ties. 80 • One word answers to describe Northampton by people who worked or ran • Whilst those living and working in Northampton rate the town highest for its a business from the town were largely negative, suggesting that there is a green spaces, visitors are attracted more to the shoe industry, heritage and perception that the town is in decline however, there are many that still believe culture on offer. there is potential for improvement. • Royal & Derngate and Abington Park were stand out preferences for physical • Overall, the town was generally perceived negatively - with the most frequently space amongst visitors. used words to describe it being ‘tired’, ‘average’ and ‘disappointing’. However, there was also some mention of positive attributes of the town or ways in What are current perceptions of Northampton from people who which it could be improved, with reference to it being ‘undiscovered’ and invest or run a business here? ‘multicultural’. • Respondents to the Northampton Business Survey were asked to rate • The main issues raised by the public were: lack of shops; lack of leisure offer for Northampton against a series of criteria (Access, Crime and Safety, Environment families; parking charges and transport infrastructure; environmental concerns Cleanliness, Commercial Attractiveness, Marketing and Promotion as a place to (fly-tipping and lack of cleanliness); rising crime and antisocial behaviour; a do Business, and Attractiveness in terms of day and night perceptions). need for more support for independent businesses; more support for the arts; frustration with unmet potential and overstretched infrastructure for the growing • There is a general perception that the Marketing and Promotion of the town population. as a business centre is ineffective - when asked about this, respondents to the survey had a neutral response, indicating either that marketing and promotion is What are current perceptions of Northampton from people who inconsistent, or goes unnoticed. visit here? • People felt most negatively about the appeal and attractiveness of the town centre. • The majority of visitors to Northampton are attracted by entertainment including eating out, shopping, culture and leisure. • Relatively few people rated any of the criteria as ‘very good’ - with most responses being neutral. • Working, key services and visiting family, or attending sporting events, were also key reasons to visit the town. • Businesses chose Northampton primarily because of its location, with the owners living in the town already being a significant factor. Town demographics, market • Most visitors find the commercial and environmental aspects to be unattractive. size and labour market were also considered to be important. • Whilst many visitors found the town to be easily accessible, there was also a • The majority of all respondents felt that the town has stayed the same as a strong indication that traffic was badly managed and parking fees should be centre for business in the last 5 years, with a significant proportion across the scrapped. survey (34%) believing that it was worse, compared to 22% who felt it had • Whilst entertainment is believed to have generally improved in the last 5 years, improved. most visitors also suggested that retail has declined during the same period. • In terms of its key attributes, there was a perception that the town offered • Visitors described Northampton as being tired and disappointing but indicated heritage, history, attractive buildings and green spaces that differentiate it from that there is potential for improvement. other towns, notably nearby Milton Keynes.
81 • The key selling point for this group is the central location with the road and rail What are current perceptions of Northampton from businesses networks and access offered to London and throughout the country. outside the area?
• Northampton has everything apart from a hub - there is agreement that the • The National Survey, collected a small sample of responses (58) from different town centre is run down. sectors and sizes of businesses - although they were primarily smaller businesses with 10 or less people, it was also inclusive of organisations with over 250 • The area could be improved with more investment. people. • Access in and around Northampton and road quality is poor - although the • Affordability of office space, location and business rates were rated as being the location and access to other parts of the country is excellent. most important, key considerations for businesses when looking at new locations • Safety and antisocial behaviour is a growing concern in the Market Square - and - something for the Council to consider in their Place Marketing Narrative. there is a decline in the town centre offer generally. • Although there was some general lack of awareness about what Northampton • The town centre needs reviving with activities and events. had to offer, respondents did also pull out some of the town’s key, unique attributes as identified in other areas of resident and stakeholder consultation • Support needs to be given for shorter term commercial spaces - to enable more - including the central location and access to transport networks, green spaces, pop-up and younger entrepreneurs to thrive. countryside, market town and sporting connections. • Northampton is the heart of the shoemaking industry in England and has played • However, the respondents also echoed the view that the town centre itself is a huge part in putting the town on the map - despite its heritage, there is no run down and in need of investment and reimagining - looking positively, this high-end shoe shop in the town. is something that the council can work to address to improve the appeal of the • There is a need to promote Northampton as the county town - within the context town as a location in which to live, work and do business, and which is already of all that the county has to offer. in progress as part of the new Town Centre Masterplan.
• It can be difficult to recruit talent locally - University has played a key role, and • Interestingly, only 14.55% felt that Northampton couldn’t meet their needs. this needs support to ensure students remain and talent is nurtured. This suggests that with the right marketing and messaging in place, it may be possible to broaden the appeal of the town to the wider business community. • There is an opportunity to help companies in the Northampton area to work with companies within the Oxford-Cambridge Arc.
• There is an opportunity to build on the strength of the Science and Technology Cluster and ongoing development of Silverstone Park, where the Council could offer to host STC events, or get MPs involved in sector business talks. The Travel Plan needs supporting.
82 SWOT Analysis OPPORTUNITIES THREATS This SWOT analysis has been compiled from all areas of the consultation process. To develop the Town Centre (Town Centre Continued decline of historic fabric Plan) STRENGTHS WEAKNESSES Oxford-Cambridge Arc Community's distrust of the Council Historic setting, buildings (although run Market Square - run down, and should Greater partnership working across sectors Negative mood down) be an asset Domestic tourism growth - Staycationers Competition from other areas Access to green space Environment -dirty as a result of Covid-19 Strong community spirit Homelessness NN1 - now a brand that young people Other out of town retail areas - with Good transport links connecting Rubbish -rats have come up with free parking surrounding areas - London, To develop and build on independent Crime and antisocial behaviour Birmingham etc shops and F&B e.g. Vintage Guru, Cafe Cultural quarter - quality of assets like Parking, congestion, traffic Track Royal & Derngate Built heritage - lots of buildings with Ongoing decline - through lack of Sports teams Loss of high street, brand documents potential, stories investment, could pass the point of no Affordability of housing (relative Business rates are high unless in an return compared to other towns and London) enterprise zone Development of cafe culture, or Covid-19 impact University and new campus Loss of high street, big brands - worst independent shop quarter in Market rated every time, biggest decline Square Creativity Business rates are high unless in an Making more of the green agenda - Lack of centralised planning - can lead enterprise zone including cycling and walking routes to perceived juxtaposition of areas Historic and contemporary emerging Town doesn't match up with quality of To make more of the personality of the Not bringing the public on board music scene Uni town International reputation of shoes Students aren't really using the town - Better marketing of what they have Narrow focus - not making the most of or staying after studies already ALL of the town's assets (i.e. just shoes) High quality brands based in the town Crime and safety Improved communication across the town Town/City - constraints of still being a Innovation from automotive and No coordination of tourism - Tourist and more widely town engineering sectors Office shut on weekends. Based in R&D Making sure that they continue to engage High street decline - systemic problem so only open when the theatre is open. the public in the planning Lack of activity for young people (feeds Making the most of the willingness to crime and antisocial behaviour) engage and contribute from the public Location Town/ City - remaining as a town and promoting and making most of community spirit
83 TOWS Analysis
This initial TOWS analysis takes the previous SWOT analysis and considers the external threats and opportunities to, and the internal weaknesses and strengths of Northampton in the present context. It proposes high level strategies that the Place Marketing Strategy may want to consider to mitigate against threats and weaknesses by making full use of external opportunities and capitalising on internal strengths.
STRENGTHS WEAKNESSES Historic and cultural assets, and spirit of creativity ‘Shabby’ feel - lack of investment International reputation of shoes Impact of social issues on the town, and perceived lack of safety NORTHAMPTON Access to green space Town centre poor Sports teams Poor transport infrastructure in town centre (& parking) Transport links Poor and disjointed tourism promotion within and into Community spirit (live/visit)
OPPORTUNITIES Strengths / Opportunities Weaknesses / Opportunities Partnership working Use our strengths to maximise our opportunities How can we use our opportunities to mitigate our weaknesses Town Centre development 1. Develop a strong Place Marketing Strategy, through partnership working to promote the 1. Ensure the Town Centre development is progressed Build new audiences from local audiences / town and its assets with significant investment earmarked, to reverse the domestic tourism growth - as a result of Covid-19 perceived decline 2. Improve communications of what’s on and Green Agenda promotion of assets and activities, to increase 2. Bring together partnerships, and communication to Improve communication of ‘what’s on’ across the tourism and spend in town improve tourism promotion community 3. Improve development and promotion of cycle 3. Use town centre development and Green Agenda to Engaging the public lanes and river walks explore options for improving town centre transport infrastructure Marketing better what is there already 4. Harness community spirit to act as Location - Oxford-Cambridge Arc, central England, ambassadors for promotion of town, and 4. Use these opportunities of Oxford- Cambridge Arc to connectivity support delivery of events leverage necessity of investment Town has everything in place to be thriving market town (just needs investment & coordination) Build on the unique character of the town and community 84 THREATS Strengths / Threats Weaknesses / Threats Further decline of town and historic fabric How can we use our strengths to minimise / What do we need to be aware of / do to make sure our mitigate our threats threats and weaknesses do not combine (the perfect Community’s distrust of the Council storm!) 1. Develop Community and Stakeholder Negative mood persists Champions who can develop and deliver 1. Continued engagement with the public and Worsened environment - antisocial behaviour and positive messaging, to help overcome stakeholders essential for the next stages of work - aesthetic negative mood and distrust of the Council. continue consulting, and implement regular surveys of businesses and the public to measure against baseline Covid-19 speeding up demise of the town 2. Improving positive messaging, will help to data increase community ownership of the areas, and improve antisocial behaviour. 2. Transport infrastructure across the town needs to be considered, coupled with the Green Agenda. 3. Focus on promotion of assets, through public good will, to ensure town can help retain 3. Develop a strong Place Marketing Strategy, promoted visitors or encourage new visitors - reducing to a range of audiences, with key champions in the economic impact or decline of Covid-19. community and business areas. 4. Look at exploring joint marketing, ticketing etc 4. Make sure the Town Centre development is progressed of businesses and offer to work together as a to ensure the current condition does not decline town centre to encourage visits and mitigate further, and is reversed. the economic impact of Covid-19 on the town.
85 Emerging place narrative themes
The development of the Place Marketing Strategy will include the production of Key themes and stories: the Place Narrative - the ‘big picture’ story, about what the place is going to be • World class shoe industry - nationally significant collection of shoes in the for, why it is special, and how it stands out. Consultation has identified perceptions museum. across residents, visitors and businesses and the key aspects, assets and themes and stories of the town that should be considered and woven into the narrative. • Great Fire of Northampton - 1675
• Strong community spirit The following aspects emerged as the most popular: • Rebellious spirit - (history link with War of the Roses) • Green spaces - parks, the canal and river, and access to the countryside • Counter-culture and creativity coming from its underbelly • The shoe and leather industry • The biggest town in the country • Heritage and history - with attractive buildings that differentiate it from other towns, most notably Milton Keynes Other projects to consider: • Key central location with good transport links with the road and rail networks Northampton Museum & Art Gallery is currently undergoing a major redevelopment. • Value for money and affordability - housing, travel and amenities Whilst its reopening has been delayed due to Covid-19 the museum team is currently developing interpretation for a new permanent history gallery and its • Recognised as one of the best places in the country to set up a business - and first temporary exhibition ‘We Are Northampton’. Based on public consultation, the location was the top reason why it was chosen temporary exhibition will include the public’s favourite places, people and events, • Innovation and entrepreneurial spirit a photography display of 25 local characters and talks and events once launched. Work in the next stage of work should review this and ensure that messages are • Huge potential (but suffers from negativity in the community) closely aligned.
Key assets include:
• Green spaces like Abington Park
• Cultural offer - e.g. Royal & Derngate Theatre and Delapre Abbey
• Sports teams e.g. The Saints
• The University & its campus
• World class shoe brands (Church’s, Trickers etc)
• Historic buildings e.g. Guildhall
• Automotive and engineering sector 86 How can Northampton deliver against the stated aims:
Increase Inward Investment Increase Tourism
• Strong communication of the Place Marketing work - identifying where the • Improve the heart of the town, the Market Square, and make sure the town economic strengths lie. centre development is progressed to ensure the current condition does not decline further. • Work to develop more varied office space (including Grade A). • Improve parking and accessibility - consider parking charge strategy to increase • Develop the Market Square and progress significant investment in the Town dwell time. Centre development. • Improve Market Square - the heart and hub of the town. • Play a more prominent role in the Oxford-Cambridge Arc promotion. • Promote and consider developing the riverside to provide a greater leisure offer. • Senior Council Leaders and politicians to get more involved in the Science & Technology Cluster. • Celebrate the footwear industry through e.g. big shoe trails, festivals and events.
• Improve internet connectivity e.g. super high speed broadband. • Make more of the significant moments in Northampton’s history.
• Improve physical connectivity e.g. improve cycling and pedestrian routes, links to • Support the development of a varied accommodation offer. Silverstone Park. • Improved communication and marketing of what’s on - reinvigoration of the • Keep businesses up to date on plans to improve transport infrastructure. Love Northampton initiative - with sustained investment, and better coordination with Northamptonshire’s Best Surprise. • Support established businesses leading to more start ups. • Invest in the quick wins - e.g. a deep clean and tidy to improve attractiveness. • Wider marketing so people are aware of Northampton and its amenities and prime location. • More partnership working across the cultural sector e.g. joint marketing and ticketing, to encourage visits and mitigate impact of Covid-19 on the town. • Continued engagement with BIDs and individual businesses throughout the next phase of this work. • Develop a stronger direction of travel for the retail offer.
• Build and deepen relationships with national high-profile brands as the Place • Utilise all event promotional material to deliver the marketing messages. Marketing Strategy develops (particularly those affected by Covid-19). Improve Local Perception and Strengthen Civic Pride • Improve commercial attractiveness. • Continued engagement with the public throughout the next phase of Place Marketing Strategy development, and other borough-wide initiatives, to improve communication and measure against baseline data.
• Harness community spirit - support the public to act as Community Ambassadors and champions, to who can then deliver positive messaging and support events. 87 • Invest in the quick wins - deep cleaning, tidying etc, before any new messaging/ • A deep and regular clean of the town would address a significant proportion of campaigns are sent live. the negative perceptions of the town. This could be promoted as it is happening.
• Improve transport infrastructure - parking, public transport, interconnectivity and • The Town Centre Masterplan needs to be progressed to ensure the current easy and sustainable travel. condition does not decline further, and that the town can reinstate its hub.
• Further develop green spaces, river walks etc and progress Green Agenda e.g. • Improve communications of what’s on and promotion of assets and activities safe cycle routes, fold-up and e-bikes, to strengthen existing pride. by developing and maintaining the Love Northampton website - long term investment is required to ensure this stays relevant. • Keep communication channels open around developments that come as a result of this work e.g ‘you said our parks are your favourite part of the borough so we • Closer working with Northamptonshire’s Best Surprise initiative to ensure the are investing/ developing/ improving....’ town is promoted as the jewel of the county.
• The borough’s residents (their creativity, strong-will, can-do attitude, • Younger people, particularly under 17, were underrepresented in consultation, entrepreneurialism etc.) should not be forgotten in the next stage of strategy so opportunities to engage this group moving forward should be sought. development. • In commissioning the next phase of working, it is recommended that the • Need to reverse negativity with positive or more tongue-in-cheek messaging. following is considered for the brief:
• Provide more incentives for independents to take on shops and explore what • Review findings to refine the Place Narrative - the who is ‘Northampton’ for, alternatives there may be in a post-retail high street. what is ‘Northampton’ for, why is ‘Northampton’ different, and what is the story of ‘Northampton’ past, present and future? • Currently voted in the top ten unhealthiest high streets - with abundance of kebab shops etc. The Council must look at a strategy for managing this and then • Utilise the work of the Northampton Museum & Art Gallery and ensure the promote their response and strategy. messaging of the ‘We Are Northampton’ temporary exhibition is considered.
• Continue to involve a wide range of individuals in the process - provide Recommendations for next steps opportunities for the Northampton Forward Board, key stakeholders including community, tourism and business representatives, as well as the general public, This report and the accompanying consultation findings report sets out significant to feed into the Place Narrative and development of the Place Marketing baseline data that can be used to set benchmarking to help evaluate the success of Strategy and Action Plan. the Place Marketing Strategy. • Work with the Northampton Borough Council’s Communications Team, Love Northampton Museum & Art Gallery has undergone a major redevelopment, with Northampton initiative and Northamptonshire’s Best Surprise to ensure that its launch delayed due to Covid-19. The first planned temporary exhibition ‘We Are communications and strategies and integrated. Northampton’ is closely aligned with the themes of this piece of work. The next stage should work closely with the museum to ensure that key messaging is also aligned.
Whilst the Place Marketing Strategy delivery would run for approximately 5 years, there are a number of quick wins that could be delivered by the Council to improve perceptions: 88 www.tricolorassociates.co.uk