Main Street Retail Review Q1 2018 1.1 Summary

Main Street Retail Review

2018 www.gfsb.gi

Sponsored by Product 4: Customer Service:

Change customer service in an area with kerching’s Unique solution.

Each customer is given a token when they buy and express how they thought the service was.

Introduction shoppers have been considered when Commissioned by the GFSB, this study putting together these proposals. is based Customeron an independent is kingreview andof getsWe haveto express included some how ambitious good 255 business premises on and around plans to position Gibraltar as a leading Main Streetthere and Grandservice Casemates is - shops getshopping instant destination feedback. in Southern Square, this report highlights our Europe over the next 5-10 years. We perspective on current trading in have also focused on practical and Gibraltar’s commercial centre. pragmatic action that can be taken to Furthermore,Training we haveprogrammes made andfurther packs improve to the help retail retailersoffer and recommendations on how trading increase conversion in the area now. couldaddress be improved results. and maximised. Twenty key recommendations have This review excludes a detailed study been made within this report, requiring of retailers outside of the designated further discussion and action. area, as identiﬁed by GFSB. Feeder roads such as Irish Town or Engineer Lane were only viewed and considered for their impact on the city centre.

Factors such as presentation, product Corin Birchall, Kerching Retail Ltd mix, offering and available February 22nd 2018 demographic data of visitors and local

Kerching Retail Contact Information:

Address: Kerching House, Email: [email protected] 8 Allfrey Close, Telephone: +44 7769 115366 Lutterworth, Web: www.kerchingretail.com Leicestershire, Twitter: twitter.com/kerchingretail LE17 4FH Facebook: facebook.com/Kerchingretail

For use when the total For use when the total width of the logo <50mm width of the logo >50mm Main Street Review • Levels of street trading & whether Working population acceptable - does the store spill into An estimated 10,000 people enter The Brief: the road? Gibraltar across its border to work each To perform a review of all stores and • Product mix, in terms of its day. evening trade businesses on Main uniqueness Street and Casemates Square. Generate • Pricing strategy in market, re. terms Annual visitor numbers arriving by a clear picture of the opportunities for of premium or value offering land frontier the city centre. 2016: 9,463,700 Scores attributed to each element give 2017: 9,876,600 The review and subsequent report to consideration for what is practical for include: that business sector i.e. take-away Number of coaches arriving via land • The trading landscape - standards of businesses are unlikely to have a frontier retailing and evening economy dramatic window display with props, 2016: 6,931 • Traffic light system for traders (Red however could utilise vinyls and 2017: 6,972 needs urgent attention, Amber graphics effectively. The review does would benefit from business not give a specific score for the service Annual visitor numbers by air support, Green represents good received by customers, although any 2016: 270,067 retail practise and a potential beacon experience of the service may impact 2017: 277,784 for the area on the overall rating of a trader. • Points of focus required for Annual number of yachts arriving into subsequent training and Overview of Gibraltar Gibraltar development Local population 32,194 as of 2012 2015: 2,472 census. 2016: 1,523 The exercise examined: 2017: Year incomplete • Exterior presentation (signage, 0-14 years: 20.22% window frames, paintwork and any 15-24 years: 14.34% props) 25-54 years: 39.67% • Window displays and quality of 55-64 years: 9.68% visual merchandising within it 65 years and over: 16.09% (2017 est.) • Interior presentation Source: www.cia.gov Page 2 Annual visitor numbers by cruise There is a clear focus by Main Street 2016: Passengers 404,005, Crew 166,559 84% of arrivals by air are British traders towards British visitors. For 2017: Year incomplete. 60% of arrivals from coach park are many businesses, Brits are the main British, 29% other EU (excl. Spanish) source of income. We would draw Source: www.gibraltar.gov.gi 79% of arrival from cruise terminal are attention to the opportunity of non- British. 13% outside of EU. British visitors, who may not be a core In total an estimated 10.7m visits are Total visitors: 15% British, 80% element of income generation for the made to Gibraltar annually. 10,000 Spanish, 4% other EU and 1% outside following factors: local worker visits may constitute as of EU. • Suitability and appeal of product many as 2.5m of these annual visits offer Spend: • Prices, compared to Spain across the land frontier. This working Visitor Arrivals at Hotels £28m population and local residents should • Poor Euro exchange rates offered Excursionists from Cruises £10.3m • A British centric offer be considered part of the potential Visitors on Yachts £400k market for Main Street businesses too. Visitors in Supplementary £10m Summary of review: For many similar sized UK locations, Accommodation that have little to attract day visitors, In-Transit Visitors £2m Locations Reviewed: 255 local workers and residents are the sole Excursionists from Spain £117m source of retail income. The potential National Brands: 30 spend of these 40,000 people (30,000 TOTAL £168m Independent businesses: 211 local population + 10,000 workers) Vacancies: 14 (6%) 1 should therefore be included in The combined spend of visitors UK retail centre vacancy average: 11% retailer’s plans. arriving at the land frontier, is significantly higher than other sources Independent vs Multiple Arrivals by land frontier of spend. 87% of arrivals from the land A published study of Tourism in frontier were Spanish. The split of national retail and leisure outlets to smaller independents, shows Gibraltar from Jan - Dec 2014 gives www.gibraltar.gov.gi insight into the nationalities and a higher than average emphasis spending of visitors. towards independently owned

1 http://www.localdatacompany.com/reports Page 3 businesses. There are small clusters of comparison shopping (non-grocery national retailer brands along Main spend). Retail Street. The retail offer is dominated by 83% independent brands. Measuring leakage, through frequent survey, is useful for measuring the impact of any interventions. National Brand Independent It is not unusual for a town centre to F&B Main Street 12% 88% experience comparison spend leakage 17% (non-grocery spend) as high as 90%. A 1% shift in leakage, therefore, through UK Centres 33% 67% interventions, can increase local’s Bistro spend by 10%. 52% ! 0 25 50 75 100 Retail, Food & Beverage Leakage Coffee/Cafe 83% of the occupied properties Takeaway Pub 10% 19% Leakage is the loss of catchment area reviewed on Main Street and 19% spend to other shopping locations. Casemates Square were retail premises. Competing centres are a key driver of 17% offered food and beverage. Most of the pubs offered food and leakage from city centres, rather than some outdoor seating. internet spend as some might Of the food and beverage businesses, perceive.2 The close proximity of 52% were bistro/restaurant. Takeaways included ice cream and Centro Comercial Gran Sur and a one 4x premises were stand alone coffee/ sandwich shops. hour drive to Parque Comercial La tea shops. Costa Coffee was the only Canada is likely to be a source of branded coffee house, with 2x There lacked a more premium F&B leakage from local residents, branches. offer on Main Street and Casemates particularly for fashion and

2 Investigating the Customer Experience of City Centres, Loughborough University - Summary Report April 2013 Page 4 Square. Queensway Quay did have a Queensway Quay. Whilst offering a entertainment, along with Casemates provision of these. Popular branded high quality experience, neither Square and the space outside eateries could be found at Ocean appeared to attract large numbers of Debenhams and the ICC. Village. visitors. It is a very long shopping street and reports from traders suggest the Daytime & Evening Economies Steps to address visitor numbers to majority of shoppers start to peter out either harbour are beyond the scope of at Mothercare or M&S, when traveling Main Street started to wind down from this study. It seems likely, however, North to South. early evening. Most stores were closed that improving footfall to these areas by 6pm a few traded to 7pm. Pubs will be a matter of easier navigation A linear shopping street is simple to stayed open but due to them being and marketing the various offers. promote and market. For shoppers, a spread along Main Street and feeder need to return to the starting point can roads, they did not offer visitors a The Retail Layout be a deterrent to continued walking clustered evening experience as such. along the full length of the street. Main Street shopping spans 1 km North to South, plus 100m across The primary entry point to Main Street Casemates Square. The street is appears to be Casemates Square. ﬂanked by 3 & 4 story properties for Visitors arriving by coach tend to ﬁlter much of the run. The majority of the into the centre from John Mackintosh. street is pedestrianised and traditional Car parks are likely to feed visitors street furniture creates a pleasant feel. from North, South or John Mackintosh entry points. There is some greenery in the form of trees along Main Street. The street For the purpose of gateway signage widens at John Mackintosh (opposite into Main Street, we would focus on

Main Street 6:30pm Mothercare) and the Cathedral of St these three entry points: North, South Mary (opposite M&S). These spaces and John Mackintosh. See proposal 4.1 Much of Gibraltar’s evening economy offer some respite from the congestion offer was centred at Ocean Village and in narrower parts of Main Street. The majority of footfall is between John These are target areas for Mackintosh and Casemates Square. Page 5 National retail brands are not limited Some investment by landlords, could On balance, the mix caters for tourists to this area, however. Costa, M&S and enhance the appearance of properties and day visitors more than the local Tommy Hillﬁger are all south of John signiﬁcantly, which may facilitate the population. Mackinstosh. This is good news in urban landscape playing a greater role terms of making the entire street in the visitor experience. attractive to shoppers, although maps and visual incentives may be The property housing the police station introduced to help drive footfall past on Casemates is a little out of character Convenience John Mackintosh. with the city centre feel. As a result, 13% Leisure this side of Casemates feels 16% Visually, Main Street juggles a blend of downmarket in comparison to the city architectural styles, spanning many centre as a whole. Vacant Comparison decades and centuries. Above retail 5% 55% Services stores were many decorative and 10% unique properties, giving the street an interesting and distinct feel. Main St & Casemate Sq

Convenience 9% Leisure Property housing the police station on Comparison 21% Casemate Square feels downmarket. 33%

The Retail Mix Vacant Main Street has a collection of interesting and The retail mix on Casemates Sq and 11% Services unique properties. Main Street covers most key retail and 27% F&B categories.

UK Average Page 6 The following charts show the retail The mix is a strong picture, with lower The two charts below highlight the mix along Main Street and Casemates vacancy rates than UK average. retail mix for Main Street and Square in comparison to the UK Comparisons to UK cities and market Casemates Square across narrower Average. Deﬁnitions: towns have only limited value, given retail categories. Comparison: e.g. Fashion, Electrical the unique mix of local people and Deﬁnitions: Convenience: e.g Grocery, Pharmacy, visitor numbers. It is interesting to see Services: e.g. Banking & Est Agents Tobacco & Spirits that the percentage of ‘Leisure’ (Food Tobacco: e.g. Tobacco & Spirits Leisure: e.g. Food & Beverage & Beverage) is proportionally lower Comparison: e.g. Fashion, Electrical Services: e.g. Hair Salons, Est Agents than the UK average centre however, and other shopping. and Banking. which may illustrate greater capacity.

Tabacco 7% Vacant Souvenirs 6% 4% Beauty Services 5% Grocery 7% 6%

Health 6%

Jewellers F&B 3% Jewellers 64% 16% Souvenirs Comparison 6% 36% Tabacco 3% Health Hair Comparison Vacant 4% 5% F&B 11% 3% 8%

Grocery Page 7 2% Main Street Casemates Square The retail mix caters well for visitors, Main Street has 10x pharmacies/ JEWELLERS by having less services and hair salons health food shops. This is FASHION in the main shopping street. We would proportionally very high. draw attention to the low percentage of BISTRO F&B businesses on Main Street in The overall picture is one of a TOBACCO & SPIRITS particular. There appears to be an shopping centre focused on day opportunity here for provision of visitors and tourists. This is VACANT coffee shops, desserts or ice cream understandable given the high ELECTRICAL along Main Street. numbers of visitors to Gibraltar. FASHION OTHER

The bar chart to the right shows the The retail offer could be considered to OTHER SPECIALIST retail mix in more detail. appeal to a British visitor, more than PERFUME Spanish or other EU. Jewellery, fashion, tobacco and spirits SOUVENIRS and electrical stores represent 38% of In providing for a local population, PHARMACY occupied retail outlets. there were gaps in the offer we would expect to see, or see in greater BANKING

Jewellery stores represent 15% of the numbers on a UK High Street. HOME occupied units, very untypical of a retail centre. WH Smiths, or equivalent provider PUB

The Works - books TAKEAWAY Fashion and fashion other (shoes, Wilkos - or similar household accessories) represent 15% of occupied provider HAIR SALON units. Starbucks, Nero, Pret A Manger HEALTH Opticians SERVICES Vacant units are the ﬁfth largest retail Mobile phone, network providers category. Branded convenience store COFFEE Deli DEPT STORE There are currently 11x perfumery and Argos cosmetics stores. Bike shop 0 10 20 30 40 Page 8 A lack of provision or convenient Should the longer term goal be to Fashion parking and access, can result in much position Gibraltar as a premium or Jack Wills of this business being lost to larger leading shopping destination in Ted Baker supermarkets. Southern Europe, the following brands All Saints would compliment the existing offer Burberry Brands that would compliment the well: Bellstaff existing retail offer on Main Street, and Church’s Shoes appeal to both visitors and local Hugo Boss Barbour residents: Reiss Alexander McQueen Cos Stella McCartney Joules DKNY Vivienne Westwood Phase Eight Diesel Paul Smith M&Co D&G Waterstones Ermenegildo Zegna Other retail JoJo Maman Bebe Gucci Cath Kidston Paperchase Givenchy Mulberry H&M Kenzo Hamleys Zara Karen Millen Fortnum & Mason Lush Lacoste Foyles Books Lipsy Polo Ralph Lauren Harry Potter Shop Build a Bear Vilebrequin Heals JD Sports Oliver Bonas Menkind These stores could be clustered into a New Look A number of traders reported that non- ‘Little London’ or ‘London in the Sun’. River Island British visitors often visit Gibraltar for Smiggle a taste of UK. For Spanish, EU and non These brands could be presented as Tiger EU visitors wanting to experience a standalone stores, franchises/agencies, Clarks taste of London and the UK, the or ranges within an independent store. Whittard of Chelsea following premium brands would be attractive.

Page 9 We consider there to be capacity to convert customers in the city centre. is important for a destination focused develop a high quality uniquely These included stores that stocked own on day visitors and tourists. Gibraltarian offer too. brand products too, for example: Next or Top Shop for example. Stores that offer very similar products The Product Mix to one another, tend to compete on Unique outlets represented 32% of the price. Our review measured uniqueness and occupied units. value of products on sale across the city. Of the remaining 164 outlets, many Premium & Value Mix 200 We established whether products are had a product/service offering with a unique and therefore a draw for the unique element but the majority of product was available elsewhere. city, or whether equivalent and similar 150 products were widely available elsewhere. 76x premises were deemed The broader picture is that the larger to have a product/service offer percentage of retail and leisure 100 sufﬁciently unique to attract and operators in the centre, 68%, did not have a unique or distinct offer. Uniqueness of Product Mix 50 180 We would advise businesses trading in

the following categories to distinguish 0 their offer more from one another: Value - Mid Premium n/a 135 We completed a review of whether Bistro products on offer were premium, mid Electrical 90 or value. Pharmacy Souvenirs The offer on Main Street and 45 Tobacco & Spirits Casemates Square is very much a value Uniqueness drives urgency, a need to -mid priced offer overall. 78% of occupied premises offered low to mid- 0 buy a product or service ‘now’, which Mix Unique n/a priced products or services. Page 10 23% of occupied outlets offered a more Influencing the retail mix How to shape the retail mix? premium offer. Categories with a more premium offer included: Influencing and shaping the retail mix, Planning guidelines and ‘use-class’ can is about getting the right businesses in be adopted and enforced to have some Jewellery the right places. Private developments influence over the city centre mix. True Fashion such as shopping malls or out of town shaping of the offer will require closer Perfume & Cosmetics developments do this well. Clustering ties with local landlords. This will help Health & Beauty similar category stores, having a good to steer stakeholders towards decisions Hair Salons mix of each category and locating that benefit the city centre as a whole service providers, such as estate agents and longer term, not simply occupying High property prices in Gibraltar and hair salons, away from the retail a vacant unit in their portfolio. The would indicate that there is some core. relative lack of supply (vacant units) in capacity for a more premium shopper. Main Street will make this process One might of expected the offer to be We would encourage the Government, easier, although change will be more more premium overall. GFSB or a traders association, to gradual. engage with landlords to help shape We would advise businesses trading in the retail offer on Main Street. When Annual meetings with landlords and the following categories to consider the retail mix is left to market forces, agents can be a forum to share the introducing a more premium element landlords will often take the first tenant vision for the city’s retail mix and to their offer: rather than the ‘right’ tenant for the explore opportunities to attract and street. Whilst there may be appetite relocate businesses accordingly. Bistro from entrepreneurs to open further Landlords Howard de Walden Estate Electrical hair salons, pharmacy or tobacco/ from Marylebone High Street, London Fashion spirits shop. Having another type of successfully achieved this over a Home outlet in the right location may benefit number of years. Relocating non-retail Pubs the city centre as a whole. businesses away from the main Souvenirs shopping street and relocating Tobacco & Spirits attractive retailers.

Page 11 We have seen a single tenant become beverage. Recognising the increasing not considered, unless particularly the catalyst of positive change in a city role of ‘experience’ as a key ingredient impacting on the overall presentation. centre retail offer. Attracting good to a thriving city centre, can help to anchor tenants can put part of a High seek funding and drive activity in this The graph shows the split of Street or centre, on the map for similar area. presentation scores across the city and complementary businesses to open centre businesses. nearby. We consider the Government, Presentation GFSB or a traders association’s role in Exterior Presentation inﬂuencing landlords to be very We looked at presentation from three 160 important for the overall health of a perspectives. Exterior, window and city centre. interior. Whilst the exterior 120 presentation and windows impact on In the eyes of the consumer, Main the city centre experience, all three play Street and Casemates Square is a a signiﬁcant role in shaping customer 80 product, like a shopping mall. This behaviour in a store. product must be meticulously Exterior Presentation 40 managed.

Maintaining an appealing exterior is 0 Customer Experience largely down to cleanliness and ! Poor OK Good n/a annually refreshing paintwork. In Wallet share for the purchase of The broader picture was very positive. some instances low cost maintenance products is now being spread across a With 71% of properties being rated of the facia is required. wider range of channels, including: city Good and above. 24% of properties centres, internet, supermarkets, out of were OK, and just 2% very poor. When benchmarking the exterior we town retail and malls. As a result, city look at the presentation of the centres are having to put a greater NB: Close to ¼ of all city centre premises, excluding the window emphasis on the 'softer' experiential properties were rated ‘OK’ meaning display. The glass, frames, facia, door, elements of shopping, to attract the external presentation would beneﬁt pilasters and brickwork are considered. visitors. These include entertainment, from improvement. Residential or ofﬁce property above is attractive public realm, food and

Page 12 See the pictorial examples of good The presentation for the city centre rating levels: could be improved signiﬁcantly with a focus on signage and awnings or canopies. A wide range of signs and canopies were witnessed during the visit to Main Street. This creates an unnecessary distraction to the architecture and products on display and can look busy and unsightly.

Coordinating signage and canopies can S.M.Seruya’s exterior was rated ‘Good’. have a dramatic impact on the overall presentation. We are not understating In most instances keeping a store the challenges in achieving this with Bijou Bridgite’s exterior was rated ‘Good’. exterior clean is a low cost activity, various traders and landlords. A grant there is little reason why business scheme coordinated by local owners should not maintain it. government could facilitate such Pointing out presentation issues to improvements, ideally in small traders can be helpful as the familiarity clusters. If Main Street looked to of working in a site/store daily, can introduce zone or quarters in the make some required work become future, as proposed in this study, invisible. Photographs of business coordination of signage and canopies premises are very helpful in could be addressed at this stage. highlighting where attention is needed.

A popular means of coordinating the Some retailers would beneﬁt from appearance of canopies, is to use Trends’s exterior was rated ‘Good’. developing skills around exterior matching ‘Dutch Canopies’ or the same presentation and its impact on the city blind in different colours. Many centre atmosphere as a whole. purpose built designer outlets or shopping districts do this. Page 13 This will often be A-boards or pavement signs as well as product displays.

Street trading can have a detrimental impact on a street’s appearance. Street trading can add vitality and life to a shopping street also, depending on the product. We accept that this is a little ambiguous and therefore more difﬁcult to manage than a blanket ban on street trading.

Whilst views on what is good for a city centre and what isn’t, is subjective, we have applied the common held view for this study.

Street trading that is generally welcomed: • Cafe seating • Fruit and veg Outlet village with matching canopies. Main Street • Flowers

• VIP ropes In contrast we can see the wide ranging Street Trading • Planters or topiary trees frontages and signs of Main Street. It is important that businesses maintain We deﬁne street trading as businesses Souvenir stores, some fashion and their own unique personality. displaying produce or marketing homeware stores spilled out into the However, some order to create a nicer materials outside of the store. street. place for shoppers to dwell.

Page 14 removal. However, clear guidelines We understand the commercial beneﬁts and ﬁnancial support for of selling from the street, however this perpendicular hanging signs could be needs to be balanced with the wider introduced to support this change. needs and ambitions for Main Street.

There is a tendency for the less premium outlets to take this approach of trading.

There are good examples of street trading also. High quality presentation on the street.

Another issue of street presentation is

A-boards or pavement signs. How many A-Boards can a retailer use, if any? What standard of presentation do we expect?

Without a policy and guidelines on Should this be acceptable on Main what is and is not acceptable, a blanket Street? ban may be required. Again for businesses trading down side streets or “We feel the heart of the issue is about A solution may be to introduce a on 1st ﬂoors, this could be very standards of presentation, not street blanket ban of ‘product’ displayed damaging. trading per se. Good practices can outside, permitting furniture or enhance the city scape.” decoration only. A-boards rarely enhance the public realm. We therefore recommend their

Page 15 Window Displays Window Displays Tobacco and spirits shops were some of 160 the poorest rated window displays. Window displays ranged across Main Electrical retail also tended to pile Street. The majority were good and 120 products high. OK. Only nine windows were deemed to be very poor and damaging to the 80 Other aspects of window display that appearance of the city centre, could be improved, include adding representing just 3%. 31% of windows 40 some theatre or context to the displays. were OK, meaning there was 0 We reviewed many high quality signiﬁcant capacity to improve the Poor OK Good n/a windows on and around Main Street. window display. 1 in 4 sales can be directly attributed to window displays, Whilst some retail categories ﬁnd it therefore this ‘billboard’ for businesses more challenging than others to create is being under-utilised 31% of the time attractive window displays, there is on Main Street. When we combine the still no reason why they should not. poor and OK windows, over ⅓ of The commercial rewards are very high traders’ windows are doing little to for good window displays and the enhance the city centre, and detract impact on Main Street would be very from it in reality. positive too.

There is scope to aid independents, in Example window displays from Main particular, improving their skills Street. around window displays. We have KA International King Street window rated highlighted some training Many the traders opted for very busy ‘Good’. interventions later in this report. windows, displaying high levels of stock. Independent jewellers tended to be the The following graph highlights better presented windows, of the standards of window displays across It is better for a customer to browse independent sector. the city. inside the store than outside.

Page 16 Windows would be an easy way for Interior presentation in Main Street Main Street to improve its appearance was not a major concern. 71% of and appeal, with minimal investment. businesses were deemed to be ‘good’ in terms of their interior presentation Internal Presentation standards.

Consumers take visual cues from the Dwell time and leisure shopping interior presentation. Do I belong here? Is this a premium or value store? There is understood to be a direct Is it clean? Do they care? correlation between dwell time and spend. Dwell time being the amount Prestige Jewellers Main Street The graph below shows ratings of of time a consumer spends in a city interior displays across Main Street centre. Many factors can encourage visitors to dwell: Interior Presentation • Affordable and accessible parking 180 • Coffee shops and cafes • Strong restaurant and leisure offer 135 • Pleasant surroundings and public realm 90 • Entertainment • Space and pedestrian ﬁrst 45 environments.

Tagore’s Main Street 0 There are factors unique to Gibraltar Poor OK Good n/a that will also affect dwell time: As one might expect, the branded A rating of OK, would indicate that the • Departure time of cruises chains tended to have a higher • Booked excursions standard of window display overall. presentation was most likely to be functional rather than attractive or • opening hours experiential.

Page 17 Parking shop brands such as Starbucks, Nero or • Planters and greenery Pret A Manger, in addition to high • Water features and dwell spaces Issues around parking in Gibraltar quality independents. • Temporary art and sculptures were raised numerous times during my • Navigational signage/pathways visit. Comparisons to retail parks/ Restaurant Offer malls with free parking were also Entertainment made. The current parking provision The bistro/restaurant offer is good is deemed to be insufficient, prices are overall. There is a lack of provision on Events and entertainment are high and signage to available parking Main Street. There is capacity for a becoming a key focus of town and city is poor. more premium bistro offer in the centre place managers. centre. Currently Main Street has a number of The proposed ‘Park and Ride’ from the Public Realm land frontier makes good sense and buskers performing: would alleviate many of the issues, Street furniture and pavements are • Accordion player - created a full reducing visitor parking in the centre. generally quite presentable in sound that filled the streets, However, its success will depend on: Casemates and Main Street. We including early evening 8pm. It • Exceptionally good signage being in understand from interviews with wasn’t a sound we would consider place traders that the last significant synonymous with Gibraltar. It was • The Park and Ride should be more Government investment in Main Street effective and not a distraction affordable than alternative parking was 10-12 years ago. however. • Shuttle buses must be incredibly • Melodion Player - this was very convenient The projects undertaken locally have poor and bordered on begging. The been of a very high standard; Coach busker didn’t play any music as The current bus service from the Terminal and Park off Bishop Rapallo’s such and was positioned on his frontier to the city centre appeared Ramp. We would encourage continued knees throughout. This did not regular and good value for money. investment in the appearance of Main create a positive atmosphere. Coffee Shops Street and Casemates Square by the There is a lack of quality food and government. These may include: beverage offer on Main Street. We • Entertainment spaces would recommend attracting coffee • Festoon lighting Page 18 Pedestrianisation

Main Street and Casemates Square is dominated by pedestrians, which is excellent. Some trafﬁc crosses junctions with Main Street but this is managed well.

The spaces (squares) along Main Street could be utilised better to hold visitors.

Melodion Player Statue performer on Main Street Vacant Units • Acoustic Guitar and Singing - During the review Radio Gibraltar was Outside the ICC. He was a talented celebrating its 60th Birthday. This Vacant units are the plague of city young man playing current acoustic generated some noise in John centres. Main Street is host to 14x pop songs. Generally pleasant. Mackintosh Square, which was vacant units at the time of this review, pleasant. 6% of overall city centre offer. Main Street was also home to a number of street performers: • Bubble entertainer - Grand Casemates Square was entertaining children. Whether this was provided by local Government or was generating income was unclear. Kids loved it nonetheless. • Statue Performers - 2x statue performers were based on Main Street. Neither were exceptional, but did add some theatre to the Vacant property on corner of Main Street at street. Convent Place. Page 19 Demand for premises remains high on Green: High quality trader, Main Street, despite high rents. It is Green demonstrates expertise in many areas still important to manage the 134 of the business, asset to the city. appearance of vacant properties.

Some vacant properties were having a detrimental impact on the overall Amber appearance of the city centre. 71

There are various solutions available Red including vinyl wraps, which can be 13 designed and used to help visitors navigate the city centre or tell Scoring across Main Street and feeder roads. Gibraltar’s history. Gibraltar Bookshop, Main Street - Example Green business. Trafﬁc Light Scoring Red 1 Kerching Retail attribute a green, Green amber or red score to businesses, based 18 on collective scores for presentation, retail mix and whether or not they are deemed to be an asset to the city or not. Amber 17 Trafﬁc lights are helpful in deciding which businesses to target for additional help and support. Pasmina, Main Street - Example Green business Scoring for Casemates Square. Page 20 Green are the type of business to Amber: Good quality retailer, the greatest opportunity to improve engage with and drive improvements demonstrating many skills well. An and therefore grow, in our experience. to the city, as they are a core part of the ideal target for 121 business support as city’s attractiveness. They are ideal opportunities to improve are visible, We found that proportionally greater candidates to encourage expansion in which are likely to create into support was needed for independent known gaps in the market. additional turnover for the business. traders rather than multiples. This may have been expected by the study. Red: Generally a scruffy trader that is failing to bring much to the City The goal should be to work with Centre. Often a ‘blot on the landscape’. traders to transition from ‘amber’ to Generally not a great target for 121 ‘green’. This will have wide ranging support, as they are way off meeting impact on the city centre, in terms of basic standards, however, can be commerce, appearance and visitor moved up to ‘Amber’ if willing. perceptions.

Vacant units by default are rated red.

Tommy Hilﬁger, Main Street - Example Green business. Main Street had no city centre businesses rated red, other than vacant units. This is a ﬁrst for a Kerching city centre review.

NB: a number of ‘amber’ rated businesses were very scruffy and borderline ‘red’.

Although some business owners can treat an Amber score as negative feedback, these business’s demonstrate Mayfair on Main - Example green business.

Page 21 Proposals and Ideas Proposed actions fall under one of 5.2.Daily/weekly programme three areas: 6. Animation team A. Quick Wins - simple steps that can This study has uncovered numerous be taken to have an incremental 7. Friendly USP opportunities to increase frequency of impact on trade and visitors 7.1.Customer charter visit by local residents, increase experience now. conversion and spend of visitors on 8. Maximising Cruise visitor B. Mid-term plans that are more Main Street and in Casemates Square. opportunities involved, that would drive positive Throughout the review process, we 9. Ambitious Main Street change have also identiﬁed opportunities to C. Ambitious longer term plans and 10. Opening hours improve the experience for visitors, vision thus attracting greater numbers in the 11. Further retail development future. Further discussion points and actions: 12. Protection from Sun 13. Navigation Our proposals are far reaching and as 1. Improving conversion, average such it would be unrealistic to address spend and repeat spend strategies 14. Arrival at Gibraltar entry points them all in detail within this report. for independent businesses. 15. Memories We have highlighted topics we 1.1.Conversion 16. Who is the customer? recommend that should be discussed 1.2.Average spend 17. Addressing leakage in more detail between relevant 1.3.Repeat spend stakeholders. These may include 17.1.Loyalty GFSB, Chamber of Commerce, a 2. Measuring footfall 17.2.Marketing traders group or representatives of 3. Business Improvement District 17.3.Weekly communication traders, the tourist board and local 4. Main Street brand 18. Retail Layout government. 4.1.Gateway 19. World class independents We are happy to help facilitate these 4.2.Being famous 19.1.Training and development further discussion and the creation of 4.3.Price ticketing 19.2.Targeted 121 support for actions plans if required. 5. Events retailers 5.1.New events 20. Summary and making it happen

Page 22 1. Conversion result of 30%. This was based on 100 passersby on Saturday 17th Feb at 12 • Improve retailers current conversion Conversion rates in city centres can be noon. This excluded visitors that may rates measured from two perspectives. have put purchases in a rucksack or • Increase average spend of shoppers Conversion of passing traffic into the handbag. • Data capture and build repeat business, conversion of people in a custom business into a paying customer. For Conversion rates of comparison spend, food and beverage businesses, we see are expected to fall in town and city We would draw attention to the need very few browsers, so most conversion centres in the future. This spend in for businesses to focus on and improve is from passersby. This includes particular is being shared across conversion rates as a primary output of converting a visitor looking at a menu multiple channels: this review. The way that people shop board. For retail stores, converting a • Town/city centres has changed significantly in the past 5 browser into a buyer is key. • Edge of town retail parks years across Western Europe and • Malls developed countries. This is likely to For many city centre businesses, there • Supermarkets (with growing non- play out further in the next 5 years. are two stages of conversion. food ranges) The impact of these changes have yet i. A business must convert passing • Internet to ripple through retailing centres, in traffic into a browser. Whether that is particular Gibraltar Main Street. browsing a menu, or displays of With lower conversion rates and ever Changes to shopping habits have product in a window or store. increasing overheads, Main Street deemed many tried and tested retail ii. Converting a browser into a buyer. retailers will need more visitors to approaches as no longer effective. This maintain current turnover. presents challenges for traders who At times a customer may convert have operated in a particular way for immediately, from passerby to buyer - With ever increasing visitor numbers, many years, often generations. walking into a restaurant for example. Main Street businesses could afford to For most traditional retail businesses convert proportionally less passersby. Changes that are affecting Main Street this is not the case. Should capacity of airports, cruise conversion and potential solutions: terminal and frontier cap this endless Shoppers can buy most things at ease, A short straw pole of how many need for growth, other strategies must in their own territories and/or online. visitors had shopping bags yielded a be introduced. The need to obtain items whilst Page 23 travelling is less essential. The urgency • Making stores more of a tangible to visitors on Main Street, we do accept of buying now is more about price experience. Many souvenir that it can be an effective technique. (relative to other markets), convenience purchases at Harrods are a memory A better technique may be to introduce or immediate need. Traders can help of the store visit, rather than the interesting and intriguing address this by: need for the item. Approach stores demonstrations at the entrance. These • Highlighting products that represent with the same mindset. add theatre and animation to the unique value for money shopping experience. For example: • Highlighting unique products Doors/Entrances - Malls and Airport Crafts people making product • Bundle products to improve shopping has made browsing without Retail teams demonstrating product. appearance of value and uniqueness obligation much easier. Open double frontages that customers can walk in See training support for solutions to help A period of ongoing economic and out of without commitment are traders address conversion 19.1. uncertainty, since the economic crash favourable, to the more traditional and Brexit, has impacted on some retail frontages. Opening a door, or 1.2 Increasing Average Spend visitors spending habits. Many people walking through a narrow doorway One of the easiest ways of increasing are more selective on what they spend into a small store can be intimidating in turnover, is by increasing the average their money on. relation. Mitigate by: spend of existing shoppers in the store. Numbers of USA travellers, that have a • Consider opening frontages. • Selling higher priced items, using greater propensity for spending, has Favourable weather conditions pricing strategies (strategic positing fallen in recent years. Mitigate by: make this viable on Main Street. of various prices, typically threes) • Highlighting products that represent Retailers on Main Street such as can increase the average sale from good value for money, in terms of Flormar and SM Seruya do this ‘small’ to ‘medium’. The same can price or investment. exceptionally well. Funnelling be applied to most product customers in with 45 degree categories. Consumers are spending more money displays can also support this. on food and beverage and experiences, • Selling add-ons, upgrades and than ever before. This is eating into the Staff meeting and greeting on the Main accessories. Stores can irritate available spend for comparison Street. Whilst we are not big supporters customers when they appear to shopping. Address by: of salespeople making cold approaches push unwanted accessories and add-ons. When this is done skilfully

Page 24 and enthusiastically, it can be very ‘conversion’. i.e. Whether businesses In the USA, these are primary set-up to effective. were seeing fewer visitors passing by, support the landlords of properties and or whether a lesser percentage were protect their investment. In the UK, 1.3 Repeat Visit entering their stores. BIDs tend to be funded and support the tenants, or traders. For many of the businesses on Main We would recommend the introduction Street and Casemates Square, the of footfall cameras onto Main Street We would propose a combined primary customer was visitors, British and Casemates Square. Having approach for Main Street. visitors in particular. For some evidence of footfall will help inform businesses, the local population was decisions regarding events, navigation “Main Street Business Improvement the core customer. Whilst repeat and whether interventions work. District” covering from Casemates business strategies are mostly designed Square and Main Street to an agreed for local customers, they can also be In the UK, footfall cameras cost around southernly point. Businesses would effective for regular visitors to £800 each per quarter. To get useful vote to express support or not for the Gibraltar. We were surprised to insight into foot traffic numbers and scheme. Once and if approved, discover how frequently some cruise flow through the city centre, you membership would become visitors come back to Gibraltor in a would need at least 3-4 cameras. An compulsory for businesses within the calendar year. annual investment of around £10,000 - designated BID area. BIDs typically £12,000. Some providers can also offer serve terms of 3 or 5 years, before Reward based schemes may offer free visitor WiFi combined with traffic going up for reelection. The majority of discount, premium service or delivery, counters. This may be worth exploring BIDs are reelected in the UK, but not depending on the business model. See too. all. proposed loyalty scheme 17.1. 3. Business Improvement District BIDs are supported by local 2. Footfall government, but much of the funding Many commercial areas across the USA is by its members and levy payers - the There were various comments relating and UK have taken matters into their businesses, based on an agreed to footfall numbers from the traders own hands, in creating a Business percentage of rates (usually 2-3%). interviewed. The lines were a little Improvement District, or BID. Smaller traders might expect to pay blurred between ‘traffic’ and £150 per year, whilst larger rate payers Page 25 like Debenhams and M&S might BIDs take a number of years to Continual marketing to local residents expect to pay a few thousand pounds establish and are not without and visitors is now a requirement of per annum. Depending on the challenges for those involved. They city centres, to compete with shopping percentage rate of levy, you might can galvanise businesses into a forum alternatives from districts easily expect to generate anything between for action and do generate funds to accessible by car or bus. £50,000 - £100,000 per year to support make activity happen. Developing a brand for a city helps Main Street activities. galvanise the message to potential For a BID to be approved, typically consumers. Monies are often used to fund a Place 50% of businesses (outlets) must vote Manager, who liaises with business ‘Yes’ and 50% of the rateable value of Place marketing can become owners, event organisers and local businesses too, meaning its essential to fragmented, with conflicting views or government to maximise trade get the bigger outlets onboard. perspectives of the city being promoted opportunities in the BID area. Also through various channels. Many of BIDs can act as a buying group offering We would consider the creation of a these messages can be tainted, negative its members free or discounted BID a key recommendation of this or even dismissive of the place and due business services, such as recycling, review. Giving Main Street and to the powerful nature of negative credit lines, insurances and web Casemates Sq businesses a channel for messaging, become the narrative for services. activity and the funds by which to the city. For example…”There’s deliver them. nothing there except souvenir shops”, BIDs will often generate marketing or “can never park there, waste of materials such as event guides, maps 4. Main Street Brand time” may become messages that stick and loyalty cards - to supplement such in customers’ minds. activities delivered by local At no point in history has there been government. stiffer competition for High Streets to Taking control of the message helps all keep their shoppers. Managed stakeholders share the same, positive Infrastructure projects, public realm shopping centres, competing districts message for the city centre to promote improvement and larger events in BID and online retailers use multiple to patrons. areas are generally still undertaken by marketing channels to lure shoppers local governments. away from their local shops. A strap-line or brand gives you a basis for targeted campaigns. Page 26 A key recommendation of this study is that Main Street develops a distinct brand and identity. This would include a logo and digital assets, but is more than a logo, but a message and promise to potential visitors. It should help to encourage visitors to spend during their visit and draw passengers off the ship, who would have otherwise stayed onboard. It should also act as a key ingredient in the Portland Old Town Market Archway. Image marketing of Gibraltar to potential courtesy of www.portlandsaturdaymarket.com visitors. 4.2 Being famous Example logos: Through various discussions with 4.1 Gateways businesses owners, it was difficult to define what Main Street was famous The three gateways into Main Street for, if in fact it was. There was an (Casemates, South Main Street and absence of a clear ‘unique selling point’ John Mackintosh) would benefit from (USP) for the street. wrought iron gateway signage “Welcome to Main Street”. A strap line Being famous for one category does may also be included as part of the not have to exclude another. For branding. example, a reputation for jewellery is Gateways help to establish an area as a unlikely to perturb perfume shoppers product or distinct offer. from entering the area.

Page 27 We would therefore consider the businesses. This would improve the • Attract visitors extensive jewellery offer to become a quality of retail presentation and • Create animation and excitement key part of the Main Street brand. service throughout the street. • Dress a town or city centre materials might include: Some interventions may be required to • Price tickets It is our recommendation that events support any marketing statements • Carrier bags become a key aspect of Main Street’s made. Jewellers may need to stock • Paper bags offer, throughout the year. some additional lines to offer the • Gift wrapping and packaging complete range of desired watches for • Open/closed trading hour signage example. • Poster templates • Window graphics 4.3 Price ticketing • Welcome cruise signs/posters • Public notices (where absolutely There was a range of price tickets in essential - no smoking, no use along Main Street, from printed photography etc) tags in national brands, hidden prices on much of the jewellery and 5. Events fluorescent stars in tobacco and liquor stores. Interior presentation and public Gibraltar has an events programme Giant chess board could be located in John perceptions would be dramatically that runs throughout the year. Events Mackintosh Square for exhibition matches during the Chess Open 2018. improved with visible printed price are housed in venues across the city. A tickets. small number impact directly on Main Changes to the existing event Street and Casemates Square programme: Main Street could offer SMEs affordable printed materials through Events can fulfil a number of roles for a • Have retail and leisure operators Main Street branded price tickets, edge town or city centre: get more involved with Main Street strips and POP. • Contribute to a sense of belonging events. (Dressing stores, music, for local people promotions, seasonal lines) As a brand, Main Street could create • Fill gaps in a retail or leisure mix assets and resources for its member • Increase dwell time of visitors Page 28 • Introduce Main Street elements to demographics throughout the whole annual events held across Gibraltar, year . for example, Backgammon or Chess Open Tournament. Have classes ‘Gibraltar in Bloom’ could be a and exhibition matches on Main celebration of colour across Main Street with a giant board. Street. Chelsea, London, traders create • Dress Main Street to support events a world class display with flowers to coincide with the RHS Chelsea Flower Show. This ensures visitors do not 5.1 New Events simply attend the show and leave. In fact, Chelsea in bloom is a popular Images courtesy of Chelsea in Bloom Additional events built around visitor attraction in its own right. shopping seasonality on Main Street would be advantageous. Ideally these events run for a period of weeks rather than a particular day.

These may include: • Gibraltar January Sale Event • Chinese New Year • Love Gibraltar - Valentine Event • Gibraltar in Bloom - spring event • Gibraltar Summer Salsa Main Street could also be dressed by the • Christmas Festival Government for ‘In Bloom’.

A strong Chinese New Year event, 5.2 Daily/Weekly Programme could attract large numbers of Chinese visitors from across Europe and In addition to larger scale events, we beyond. Such events also put a would also recommend a daily and location ‘on the map’ for target weekly programme of entertainment.

Page 29 Music can signiﬁcantly enhance the • Circus entertainers on Casemates Square. Performances atmosphere of a shopping street. If not • Opera Singers should take place on key trading days managed carefully, however, it can • Classical performers and on cruise days. detract from it. High quality live music is favourable to piped music and as As well as the more typical city centre previously stated, the current standard entertainer and busker. of performers is rather mixed.

Street Performers A bubble entertainer in Casemates Square enhanced the experience for many young families. Entertainers can draw a crowd and create vivid memories for visitors.

Buskers and street performers should Main Stage on Freemont Street, Las Vegas. be managed. Spaces for performers It is important that entertainment need designating, which will not compliments the retail and leisure detract from traders, who pay high offer, not detracts from it. So keeping rents and rates. Performers should be performances relatively short and auditioned to ensure they meet the returning volume levels back to normal required standard of performing to ambient levels immediately afterwards Gibraltar visitors. A programme of is advised. performers should be managed and published. Performers can also be London underground designate performance A programme of performances, rotated to keep high dwell areas spaces for buskers. attractive to the age and nationality of engaging. We propose the creation of a ‘Main visitors, should be designed and Street Main Stage’, on or around John promoted. Performers may include: Mackintosh. Also a performance stage • Jugglers Performances could include: Page 30 • Beatles Tribute - For non-British Experience, Las Vegas. tourists • Sounds of Britain Tribute The original centre of Vegas, Freemont • Salsa Dancing Street was at a real risk of being • Artists tributes, who have forgotten by the development of ‘Super performed in Gibraltar over the Hotels’ and casinos on the new strip. years Through a combined investment, • John Lennon - building on the Freemont Street was turned into history of his marriage here. ‘Freemont Street Experience’ and the Germans in particular have a worlds largest LED roof was fondness for John Lennon and the constructed. Stages and entertainment Beatles. attract 40% of Las Vegas’s 40m+ annual visitors. Main Street Main Stage could live stream online and across the world, Freemont Street’s approach maybe too advertising the distinct and unique brash for Main Street. We can learn, offer. however, from focusing on the experience and entertainment which One of the most impressive examples has completely repositioned a district of a street becoming a destination and of Vegas which could of easily entertainment area, to compliment the deteriorated into an unsavoury core offer, is Freemont Street downtown area. Freemont Street Experience, Las Vegas. Performance Areas

Casemates Sq

Main Street Main Stage John Performance Stage Mackintosh Page 31 Disney style mascot costume. 6. Main Street Animation Team Future aspirations may include a Main Street parade at 4pm or 5pm, to hold The role of an animation team is to visitors later in the day. entertain and humanise the experience of visitors to Main Street. The 7. Friendly USP animation team would choreograph routines and performances to coincide Gibraltar shares many of the with Gibraltar or Main Street events, characteristics of a small friendly town. plus deliver seasonal performances Strangers are more likely to between key events. Performances acknowledge you in the street and Store with unwelcoming signage should give consideration to the smile than in many other cities across particular audience (German cruise the world. The taxi drivers’ were Some experiences were less than docking for example). friendly and honest. Information favourable. A store at the bottom of centres were always very helpful. Main Street, has a series of posters The animation team would engage stating things shoppers cannot do: with visitors and shoppers on Main The weaker link was the retail and bring in dogs, eat or drink, photograph Street making them feel welcome, leisure operators. Whilst some or smoke. The store charged a entertain children and offer a level of experiences were very good, many customer €3 when a magnet fell off the tourist information/customer service. were average and even poor. display and broke. The owner was not In dwell areas such as Casemates or rude, but very ﬁrm. This could have John Mackintosh, the animation team From many of the businesses reviewed been handled much better in our may perform games, much like there was a sense that some staff were opinion. entertainers at a holiday resort. focused on taking a customers’ money only. Once bills or transactions were I personally visited a store close to this The animation team would also be paid, eye contact immediately drifted, and purchased items that were past responsible for making appearances and customers would need to instigate their sell by date. Again not a great with a Main Street character. a thank you or goodbye themselves. lasting impression. Such behaviour ‘Gibby’ - the Barbary Macaque

Page 32 could be addressed with a ‘Customer traders adopted a fixed and 8. Maximising opportunities from Charter’. transparent pricing policy, akin to the Cruise stops. UK, others adopted a more flexible and 7.1 Customer Charter barter approach akin to a Turkish or The recently developed cruise terminal Moroccan street vendor. Some traders and proactivity of the tourism board, Delivering exceptional service is free, need to wake up to the idea that we have attracted high numbers of cruise and is one of the key distinguishing now operate in a digital world with stops annually. Some comments from factors between locations and price visibility and shoppers regularly traders were that the spending power businesses. Creating a truly share their experiences, good or bad, of many passengers was lower than in exceptional customer experience on review sites. the past. It was unclear whether this is would elevate Gibraltar on the a macro issue, a result of changing international arena. A strategy of ‘getting away with it’ or shopping patterns, or an issue of less trying to deceive shoppers for short affluent demographics being targeted A published ‘Customer Charter’ would term gain is a more risky strategy now for cruise ships stopping in Gibraltar. explain what customers can expect than before, for a number of reasons. from Main Street businesses and what • Information obtained by the Whilst any visitors are better than no a customer’s responsibility was in Tourism board at the cruise visitors, it may be worth the tourist return. Agreed by the traders, it terminal, indicated a high level of board considering the spending power should also be managed by the traders. return visit to Gibraltar - often of cruises targeted. within the same year. Establishing a ‘Customer Charter’ • 60+ years olds are increasingly tech Passengers aiming to return to the ship could help address areas which inhibit savvy, and with little effort can by 4pm have limited capacity to visit shoppers to buy on impulse, such as: check or validate information given key tourism sites and shop. It is often a • Lack of pricing visibility by sales people. choice of either or, for visitors. We • Culture of bartering • Reviews of shopper experiences can would advise Main Street to engage • Returns policies be very damaging, not only to more closely with tour operators to individual businesses but to the build a wider programme of Pricing visibility shopper district as a whole. excursions that include Main Street. Attitudes to pricing on Main Street varied significantly. Whilst some Page 33 Approx 55% of cruise passengers and • A publicised events programme - • Live performances at 4pm crew disembark the ship. concerts at 1pm, 2pm (Main Street, • Canon salute and fireworks at 4pm Approx 25% of cruise passengers book Main Stage) • A new tradition of a Gibraltar an excursion. The majority of these • Change and variety - based on Victorian afternoon tea at 4pm involve the Rock and Apes. Some repeat visitors Ultimately a high quality intervention include shopping. • Events targeted at the nationality of to keep visitors in the city centre for cruise ships - Also rotation to avoid another hour. 45% of crew/passengers do not repeat disembark at port in Gibraltar • Crew VIP Card - loyalty and The Gibraltar Tourist Board may need discount for crew to negotiate with cruise operators. Whist numbers are approximate, this • Better promotion of the Main Street means of the 570K cruise passengers brand 9. Ambitious Main Street and crew who annually port in • Better promotion of what to do: 1st Gibraltar, 313k disembark, 257k stay time, 2nd time, 10th time Our usual approach is a pragmatic one, onboard. • Free gift if your guide is stamped focusing on practical steps local by 5x businesses (trail) businesses, place managers or An initiative to get all passengers and • Main Street being celebrated and government can take to improve as many crew members as possible off famous for: food and drinks, turnover in a given area. That said, the ship is key. 2016 figures for jewellery, retail etc. Gibraltar is uniquely positioned to set average spend of visitors from sea, itself a more ambitious goal that would state £40.12*. An initiative to Another opportunity exists to extend ensure commerce for many years to encourage disembarking, could yield the stay of cruise visitors. Currently come. £10.3m for the local economy. visitors start to arrive around 8am and typically return to the ship by 4pm. “Southern Europe’s premium * https://www.gibraltar.gov.gi/new/sites/ Spending equates to around £5 per shopping destination.” default/files/HMGoG_Documents/ hour, for cruise visitors. Extending Tourist%20Survey%20Report%202016.pdf cruise visitors stay by 1 hour, would There is a significant gap between generate £1,569,695 spend annually. current reality and this goal as What might get passengers and crew expectations for the greatest shopping off the ship? destination would include: Page 34 • Luxury fashion retail 10. Opening Hours The ability for traders to operate on • More premium brands Sunday is clearly hindered by high • Concierge and international It was a little disappointing to see staffing costs. The city centre was shipping solutions stores and businesses closing early in relatively busy on Sunday despite the the day, particularly Saturday. This is lack of retail offer. A more proactive marketing approach more likely to occur when a high to the retail offer would also be needed number of businesses are owner/ Main Street and Casemates Square internationally. operators rather than national retail could have a strong evening economy. brands. Stakeholders may decide that a However, this is not beyond reach for sufficient provision exists at Ocean an ambitious Gibraltar. Village and Queensway Quay. A carefully choreographed As there are many good malls entertainment programme could start throughout Southern Europe, Gibraltar to draw visitors towards Casemates must focus on unique aspects of the Square and then onto Ocean Village as experience. Main Street’s linear form, the day progresses. lends itself for entertainment and street dressing in particular. 11. Further retail development

• Stages and regular performances - The spread of wallet share beyond as previously highlighted Main Street 6:30pm retail city centres, has made them • Free WiFi throughout the city centre relatively fragile. It is very important • Increased high quality F&B on It is more important that businesses on that the Government of Gibraltar does Main Street - including stalls and or Main Street work in concert with one not further threaten their viability themed trailers. another, all closing at 5pm if necessary. through permitting additional retail • A zip-line running 200-300m above We should seek to avoid the slow outside of the centre. the street, as a constant source of ‘wilting’ of the street from 3pm entertainment and wow factor. onwards. Malls, out of town developments, supermarkets and the internet are threat enough to Main Street’s long Page 35 term viability as a retail destination, increase the number of parasols and without Gibraltar creating its own canopies. Areas along Main Street competition at Ocean Village, Cruise could also house temporary shade in Terminal or Queensway Quay. the form of large parasols or Fragmenting the retail offer will only jumbrellas. deter visitors from visiting Main Street. This is especially important with duty free stores.

It is better for commerce if there are distinct offers across the territory, rather than fragmented or duplicated Umbrellas. Arts festival Águeda, Portugal offers, for example: Retail = Main Street Fabric canopies can be relatively Branded Evening Economy = Ocean inexpensive, but very high impact. Village, Made from fabrics with vibrant colours Traditional/Premium Eateries = and creative designs, canopies can Queensway Quay. Parasols at Gibraltar Airport, could run along Main Street during summer months. coincide with festivals or Main Street events, running for 4-6 weeks. 12. Protection from Sun More creative solutions could offer shade and help deﬁne various areas These features would add much For UK retail destinations, protection within Main Street. This would needed variety to the public realm for from the elements is typically the rain. signiﬁcantly enhance to visitor repeat visitors, whilst aiding in Whilst Main Street does suffer from experience. increasing dwell time during hot strong rain at times of the year, the summer days. primary concern for shoppers’ Portugal have an annual arts festival in experience is protection from the sun Águeda, where umbrellas are during the summer months. suspended above street. An increase in the number of F&B businesses along Main Street would Page 36 We also found that whilst sites such as Casemates Square, Coach Terminal, Ocean Village, Queensway Quay and the Cruise Terminal were accessible on foot, we frequently relied on Google maps to navigate part of the route.

The exception to this was the Cruise Terminal, that was very well sign posted for pedestrians.

Maps throughout Gibraltar were nicely illustrated, all but one (near Dominos Fabric Canopies: Image courtesy of love- spain.tumblr.com. Pizza) lacked an indication of “You are here”. As easy ﬁx to improve effectiveness.

Cleverly designed shades could cast vibrant shadows onto Main Street. “The Park” Las Vegas, image courtesy of Hanns Joosten

13. Navigation

Key visitor attractions in Gibraltar are within easy reach. Ocean Village and Queensway Quay do not attract the number of visitors the offer might expect to. Map at Land Frontier. Maps did not include Fabric Canopies: Image courtesy of “You are here”. blogs.qu.edu.qa

Page 37 Locations have experimented with We consider it very important to colour systems to help with navigation. indicate walking distances too. Gibraltar could run an experiment to 15 minutes does not feel far, 1.3km test if visitors numbers can be does. increased to Queensway Quay or Ocean Village for example, with Colour coded retail maps (by category temporary painting of walkways. or sector) can help visitors maximise their trip to the city centre. Carnaby Street, London, has a colour map for businesses in the area.

More understated approach to street navigation. Image courtesy of basig.eu

Example navigational paint. Courtesy of andrew-lang.co.uk Carnaby Street Map, very modern and easy to identify relevant retail sectors. More subtle design approaches have been taken. Painted wayﬁnder. Courtesy of Wayﬁnding Showcase Group Page 38 14. Arrival from Gibraltar’s key entry standard. Despite diversions during Visitors deciding to walk have a 1.3km points. the review, due to construction works, walk to the top of Casemates Square. signage brings pedestrians into Main We would recommend signs indicating The GFSB requested we visit the key Street at John Mackintosh Square. how far the walk is from various points entry points into Gibraltar, to review There is a lack of information at this along the way. “10 mins from here”. the experience. point to help visitors plan their route. Some will head right to the cable car Arrival from airport and Rock tour. Some will turn left and The new airport terminal is visit Main Street stores. exceptional. Travelling in and out was easy, signage was good, information over the tannoy was clear and the opportunity to sit outside on departure was a real treat.

Cruise Terminal is attractive inside.

North Mole Road is not the best ‘ﬁrst impression of Gibraltar’. Some Coach terminal is of a very high standard. investment in public realm, greenery and shop front improvements would Arrival at cruise terminal be advisable. The cruise terminal building is nice. Many of the retail properties were poorly presented. Two businesses still Arrival from coach terminal Taxi’s and coaches wait on arrival for excursions. displayed Christmas promotions in the window 17/2/18. The coach park and accompanying car park at Mid Town is of a very high Page 39 beyond. “Walking distance to main Street 15 mins” for example.

Most promotion has been done by Ocean Village, with full colour graphics on bus stops, to draw people to the complex. Main Street should compete with this activity. A BID, could allocate market budget towards this type of activity.

Christmas promotions in stores 17/2/18 Bus stop at land frontier does not create the “All entry points lack a warm welcome best ﬁrst impression. Arrival at land frontier to Gibraltar”

First impressions of Gibraltar from the It would be great to see a large colour land frontier are not as positive as welcome sign, highlighting key sites, other entry points into Gibraltar. attractions and a digital screen Signiﬁcantly more people enter showing entertainment in the city Gibraltar from the land frontier than centre today. any other entry point. 15. Memories Properties along Winston Churchill Avenue do not present Gibraltar in the From discussions with the Tourist best light. Board of Gibraltar and a number of Public realm is very pleasant at roundabout visitors, the primary association people with Devil’s Tower Road. The public realm improves make with Gibraltar is the apes. This is clearly a strong USP for the territory. dramatically at the roundabout on Ideally signage should indicate how far Unfortunately, without exception, all Winston Churchill Avenue and Devil’s the city centre is from various points experiences shared anecdotally were of Tower Road. along Winston Churchill Avenue and

Page 40 the monkeys being frightening and customer expectations may be Some of the traders focus on local menacing. unrealistic, the opinion of poor residents as a primary income source. reviewers, is that there is a lack of A few traders capitalise on day visitors “I couldn’t wait to get back on the ship” supervision or protection from apes. from Spain. Frequent quotes from visitors to the Rock. Whilst addressing concerns with Rock None are mutually exclusive but clarity Whilst there may be a tendency for tours is beyond the scope of this on who Main Street is setting out to people to share the negative review, we would highlight the need appeal to, could be useful. You may experiences they have above those that for Gibraltar to have other headlines, decide there is a seasonal element to are unremarkable, it was unusual for and other opportunities to create vivid the target audience. there to be no balance, or any positive memories. Observationally, a proportionally high reports. percentage of Spanish visitors are The proposed ideas to enhance Main crossing the Land Frontier and are not Trip advisor reviews tell a very Street with seasonal dressing, events well catered for on Main Street. different story and one that is largely and ongoing entertainment would play very positive, rating for the Rock 4.5/5 a key role in this. Casemates Square Taxis and businesses appeared to offer and Main Street do not currently a €1.50 to £1 exchange rate. Against a Tripadvisor Reviews appear in the top 10 things to do in market rate of €1.14 to £1. Is there Excellent Gibraltar. The collective impact of anyway of handling this? Main Street Very Good interventions in this review would traders will be buying a lot of their have a significant improvement on this. stock and supplies in euros, so having Average a euro cash flow would seem Poor 16. Who is the customer? advantageous. Terrible 0 10 20 30 40 50 60 70 Main Street and Casemates Square 17. Addressing Leakage would benefit from having greater Good reviews centre on the view, poor clarity on who their customer is. The local shopper is not a primary reviews centre more on the lack of target for many traders on Main Street. experiential elements and frequent Currently there is a focus by many This is a missed opportunity. mention of the apes/monkeys. Whilst traders on British visitors. Page 41 Recognising that an element of customer base comes from increasing There are two cost effective comparison spend (non-grocery) is their average spend and/or their approaches to loyalty we would always likely to leak to malls across the frequency of visit. recommend for Main Street. Land Frontier. Main Street should focus on incremental reduction in A loyalty scheme aims to reward local 1. Show and give card leakage, rather than a wholesale stop of people for supporting their local 2. Smart phone app it. businesses. There are many providers of loyalty solutions in the UK and a We consider that both could tie in with Effective methods to reduce leakage: number of schemes in place in cities one another. • Plugging retail mix gaps across the UK. Success is mixed in the • Targeted local advertising and public sector, as a loyalty program promotion (what Main Street has to should be seen as a channel for driving offer for you) behavioural change, not the • Social media marketing solution. • Creating activities and events specifically for local people Much of our shopping is repeat • Creating convenient solutions - late and habitual. 60% of shopping night Thursday shopping for trips are to the same place, parking example. in the same car park and shopping • Loyalty schemes at the same stores.3 Loyalty schemes are designed to build new 17.1 Loyalty habits, that favour the city centre. Loyalty programs require great Loyalty schemes are designed to drive effort and support to survive past repeat visit and purchase. Customer their launch. In the private sector retention and repeat visits are a key many loyalty schemes have become driver for commercial businesses. central to business success. Growth from an established local

3 Cathy Hart, Loughborough University Page 42 Benefits of a loyalty program for Main particular trader can use the data and at the forefront of our minds when the Street: wishes to sponsor the generation of time comes to shop. This marketing The signing up process for a loyalty loyalty cards, this could be considered. strategy needs to be adopted by Main card should include a form of data Street to limit leakage to neighbouring capture. This email address or mobile A simple ‘show and give’ approach is retail offers. phone number will become a primary easier to administer and can operate low cost means of communicating city across card or smart phone app Very targeted activity can limit the cost centre activity, events, offers and news mediums. Smart phone apps lend of this marketing and the use of social to local residents. themselves for collecting points (coffee media can also guarantee a relevant stamps for example) but this is relevant audience. The smart phone app also gives a to a smaller number of traders. continual means of communicating Residents of Gibraltar need to be with users, as long as the app is used Pairing traders in regular weekly offers contacted at appropriate times with and not deleted. can generate much interest locally. relevant offers. Approaches may There has been considerable success include: across the UK with similar schemes. Beauty Salon and Cafe Bar. “free • Pay Per Click advertising for local Shellac Nails with a fixed price lunch” - residents doing Google Product for example. Both businesses work searches. together to benefit from the deal. • Facebook and Twitter advertising to relevant demographics - Women These types of arrangements are between 25 - 45 years for a back to agreed amongst the two parties and school offer across the city. help to drive traffic locally, keeping • Email marketing shoppers in the city. • Outdoor Media (billboards and Use of loyalty cards: buses) Outdoor media advertising We would not advocate the expense of 17.2 Marketing could highlight specific ‘beacon mag strip cards for Main Street, as stores’ from the Fashion or Food suitable card readers are unlikely to be Leading national retailers and sector, for instance, on a giant map. in operation across the SMEs. If a shopping centres ensure their brand is Page 43 • Street lamp flags and banners. activities through the loyalty card Under the umbrella of the loyalty card, Observationally, the street light programme. this type of communication could be banners were too high to get treated for the city centre businesses. maximum impact. Many shopping centres will run centre- wide promotions for Valentines, 18 Retail Layout Christmas, Mother’s Day and so on. A series of promotional offers, exclusives As a longer term strategy for Main and events - supported by some Street, we would explore the potential interior decoration and centre event. for clustering similar businesses to In some instances, operators have create zones and quarters. succeeded in getting retailers to share common window display themes. Main Street is a very long street to visit all businesses. However a compelling 17.3 Weekly communication offer and cluster of Boutiques, Traditional Gibraltar Stores, Family Weekly communications via email and Stores, Specialist Food and Jewellery social media can drive behaviour. Stores could be an incentive to travel Whilst special offers represent a further along the street. popular reason to communicate with customers, they are not the only Clustered offers are more convenient Street light banners to high and too short. reason. for local shoppers, who have become conditioned to parking outside an out- A loyalty programme is an effective Events, seasonal campaigns (as of-town development and shopping. vehicle for bringing businesses previously mentioned) new tenants, An example might be children clothing together to develop a shared marketing new seasonal lines and headline stores, ice cream outlet and toy shops message to the consumer. business of the week are all compelling in close proximity, with a few family reasons to read emails and act upon amusement rides and baby changing A loyalty database can be targeted to them. facilities within easy reach. This might support any number of city centre be very attractive to local young family.

Page 44 The diagram below highlights the Independents. Strong independents Workshops spread of Jewellery stores on Main give a city centre a unique offer. Workshops, can help improve skills of Street. Whilst this spread is not local business people and their staff. excessive, a clustering could create a Many of the independents in Main Jewellery Quarter, of international Street are of a high standard, many Whilst many small business owners note. others would beneﬁt from training and start a shop through a passion for a support to improve their retailing product sector, soon they are expected Distinct street dressing and public skills. to be expert buyers, marketers, visual realm could give the stretch of Main merchandisers, PR, sales people and Street an unique feel. 19.1 Training and Development account clerks.

The strategy could be extended across Training and development of retail and We regularly run workshops across the multiple retail sectors along main leisure operators typically comes in UK on topics such as: Street and Casemates Square. two forms: • Visual merchandising and window 19. World Class Independents Workshops and training seminars display skills - supported by a 121 support window dressing competition Main Street does lend itself to having a afterwards collection of World Class • Sales and customer service skills

Proposed Jewellery Quarter

Page 45 • Top tips from the world’s most example, improving the quality of Priorities successful retailers souvenir traders, or pricing strategies • Marketing for small retail businesses of jewellery retailers. We have prioritised what we consider • Digital marketing for retail including to be quick wins below. It is these we social media 20. Summary and making it happen would encourage small action teams drive forward. This type of activity requires some We are confident suggestions in this effort on the part of stakeholders to document will have a dramatic impact 1. Develop the ‘Main Street’ brand attract participants, (who don’t on the Main Street city centre, over 2. Create plan to develop world class necessarily recognise they have a need) time. independents but can yield surprisingly good results 3. Link events to Gibraltar events once engaged. We have focused on a range of quick Main Street and Casemates Square wins, platforms for mid-term success It is the most cost effective way of up and the development of Main Street’s Mid-term plans skilling business owners and their staff. future. Anticipating that limited time and resources will force stakeholders to 1. Develop a Business Improvement 19.2 Targeted 121 support make choices on what it can and District - to drive activities cannot do, we have resisted the forwards 121 sessions or sector specific sessions temptation to draw out the 2. Build Main Street event programme allow for more tailored and bespoke recommendations unnecessarily, with (staging areas, animation team and support for retailers. Understanding detail and action plans. We are happy managed performers) their needs, identifying specific to work with the relevant teams to 3. Work closely with cruise operators opportunities and driving business develop ideas further and offer (increase disembarking, extend owners to make it happen. guidance on recruiting suitable stay) organisations to deliver. 4. Develop leakage strategy for local 121 support, by its very nature, is more residents. costly than workshops. 121 support We propose that small action groups can be introduced strategically to are required to drive key opportunities address particular issues or identified in this report. 22nd February 2018 opportunities for Main Street. For Page 46 Gibraltar Federation of Small Businesses

GFSB House 122 Irish Town Gibraltar