For more information call the Business Investment Team on 0191 561 1171 or visit: www.sunderland.gov.uk/economicmasterplan Sunderland Economic Masterplan

Contents

1. Purpose and Context...... 4

2. The Economic Masterplan Vision and Aims...... 19

3. Aim 1 ‘A new kind of university city’...... 21

4. Aim 2 ‘A national hub of the low-carbon economy’...... 25

5. Aim 3 ‘A prosperous and well-connected waterfront city centre’...... 29

6. Aim 4 ‘An inclusive city economy – for all ages’...... 33

7. Aim 5 ‘A one city approach to economic leadership’...... 37

8. How the principal strategies will work together...... 40

9. Performance Framework...... 41

10. How will Sunderland change?...... 44 1. Purpose and Context

Purpose The city has attracted major international Our Location Our Approach businesses, such as Nissan, Barclays, The purpose of this Economic Masterplan is Nike and Berghaus, to name but a few. Sunderland is a large city on the north east The Economic Masterplan was funded by threefold: It has developed strengths in new industries. coast with a proud heritage and positive Sunderland City Council, with support from Automotive manufacturing, financial and future. The city spans the River Wear, which One North East and delivered by a consortium • to help set the direction for the city’s winds its way to the busy Port of Sunderland of consultants led by GENECON LLP economy over the next 15 years. customer services have led the growth in volume jobs, basing themselves in through working farmland, landscaped parks working with Sunderland partners. The • to establish how Sunderland will earn out-of-town business parks. Other jobs have and thriving urban communities. project was overseen by a Steering Group its living over that period and what that come from the expansion of the University and Management Group comprising will look like on the ground. of Sunderland, shopping in the city centre representatives from the following partner and new software enterprises built on the organisations: • to set out the actions private, public and city’s excellent digital connectivity. voluntary sector partners across the city • Sunderland City Council This success has put Sunderland in a much need to take to ensure Sunderland has • One North East a prosperous and sustainable future. stronger position nationally and internationally. The city’s economic output per resident is • Barclays Sunderland is widely known for its coalmining higher than the North-East average, and has and shipbuilding heritage. But its productive been rising faster than the national average. • Nexus capabilities first became evident 14 centuries However, the gap remains significant. Despite ago with the manufacture of high-quality • Sunderland Arc its recent success, Sunderland suffers from glass. This developed into a hugely successful serious deprivation as well as average wages • SES glass-making industry, with Sunderland glass that are lower than the rest of the UK. • The Leighton Group being shipped across Europe and used in Sunderland The recent UK recession has highlighted the buildings such as Westminster Abbey and • University of Sunderland St Paul’s Cathedral. need to create new economic opportunities 4 for the city. The North East region, especially • Homes and Communities Agency 5 In recent decades these industries have its construction and manufacturing industries, declined, and Sunderland no longer has has been hit hard. Although Sunderland’s • Nissan International SA shipyards, coalmining or glassworks. unemployment rate is now decreasing, the Between 1975 and 1989 the city lost • North East Chamber of Commerce city’s economy will need to become stronger a quarter of its jobs. and more resilient if it is to provide jobs for • Learning and Skills Council Since 1989, however, Sunderland has future generations. The planned reduction in • Gentoo replaced and exceeded the number of jobs public spending provides further impetus for a lost through the decline of those industries. shift towards new forms of wealth generation. • Sunderland Community Network • City of Sunderland College Job Loss and Replacement • Tyne and Wear City Region team 130,000

120,000

110,000 1 in 4 jobs lost 100,000

90,000

80,000 Numbers Employed

70,000

60,000 1973 1975 1977 1979 1981 1983 1985 1987 1989 1991 1993 1995 1997 1999 2001 2003 2005 2007

Year In developing the plan we also involved: election of a new coalition government, this Masterplan. The City’s strategic partners, government will enable the City to target funding to better reflect key priorities identified • Elected Councillors (through briefings context is changing rapidly and therefore we including the business community, will need in the Economic Masterplan. to Cabinet, Sunderland’s five area will review it frequently and adjust our plans to continue to work closely to ensure that committees and the Prosperity and accordingly. local people have the right skills to access The Masterplan has been developed with Economic Development ‘New Industries, New Jobs: Building Britain’s new job opportunities. extensive input from third sector partners. It Scrutiny Committee). Future’ published by the Department for The Coalition is also committed to enterprise, builds on the strong tradition of community action and social enterprise that has been • The Sunderland Partnership (briefings Business, Enterprise and Regulatory Reform with a new programme – Work for Yourself – established in the City, particularly in key to the Board and the Delivery Partnerships). and the Department for Innovation, giving the unemployed access to business Universities and Skills in 2009, identifies Low mentors and start-up loans. Sunderland has areas such as health and social care, the • Representatives of Community Spirit Carbon Industries and Ultra Low Carbon already been doing this through its enterprise environment, community development, (Sunderland’s Citizens Panel). Vehicles as key areas for the region’s programme and the aim of the Masterplan is training and skills development. The Coalition • Representatives of independent advisory economy. There is no indication that the to develop that further to tackle the weakness government’s proposals for the ‘Big Society’ groups (Citywide groups formed to Coalition will change these key areas. the city has in generating new business start will aim to provide support for the creation provide an opportunity for marginalised The Coalition is committed to using more ups and self employment. The Masterplan will and expansion of cooperatives, charities and or hard-to-reach people in the city to renewable energy, including offshore wind. aim to build on the good practice and social enterprises, and encourage contribute their views on public services It wants to improve the energy efficiency of partnership working that has been achieved volunteering and greater involvement in and policy). domestic, business and public-sector to date. community based activities. buildings. • A variety of business forums (including The Coalition has announced that it will The Economic Masterplan provides an the Sunderland Branch of the North East Sunderland, because it is at the heart of the encourage the formation of Local Enterprise important statement of intent, articulating the Chamber of Commerce, businesses Low Carbon Economic Area, has a port, and Partnerships of different scales in different city’s aspirations and potential for economic based at the North East BiC, the because of its manufacturing past, has a vital areas to drive local economic development. development in key areas. By working closely Sunderland Business Network, Hendon role to play in developing these industries. Consideration will need to be given as to the with local, regional and national stakeholders, and East End Business Forum, and the With these assets, Sunderland is best placed potential role of a Local Enterprise Partnership Sunderland will be able to determine the best Sunniside Business Forum). to spearhead the regional low-carbon effort. in assisting the delivery of this Masterplan. ways to achieve the Masterplan’s objectives. 6 7 The city will generate opportunities that will The current uncertainty over the UK’s • Sunderland Youth Parliament. The Economic Masterplan will enable partners benefit the whole region, with other locations to focus on delivering the city’s key priorities in economic prospects and the potentially • Students at the University of Sunderland. developing complementary specialisms. the context of current and future budget disproportionate impact of public spending • Executive teams of various ‘New Industries, New Jobs’ also emphasized constraints. While it is recognised that cuts on the North East present additional partner agencies. high-level skills in science and technology. economic recovery may be slow and public challenges. The next three to four years will prove to be especially difficult. The way in We began by collating evidence about The Regional Economic Strategy identifies expenditure limited, the Economic Masterplan the role of the North East’s universities in will provide a clear economic direction to which the Economic Masterplan’s objectives Sunderland’s economy. After various are achieved and the timescales for the future regional economy. The region’s enable partners to prioritise and invest in the consultations and interviews, we held an implementation will depend on market research base must be used to generate strongest projects. It will also provide the event with a number of key partners, including conditions. These will be kept under review innovation, competition and growth. strategic framework to manage major the Sunderland Partnership Board. This event and partners in Sunderland will need to seek The commitment to low-carbon technologies programmes and projects in line with the helped to shape a new economic Vision for new ways to resource and deliver priorities. Sunderland and led to the development of must draw on the talent we have in our emerging Coalition government’s policies on five strategic Aims. In order to ensure the universities. regional development, notably enterprise and Economic Masterplan is built into the work The Regional Employability Framework and skills, jobs and welfare, low-carbon initiatives, programmes of partners, working groups of the Skills North East Regional Priority transport and physical regeneration. council and partner officers, with GENECON Statement are focused on removing barriers The Coalition government’s proposed in a supporting role, produced a delivery plan to employment. The Coalition is committed to changes to the planning system, particularly for each Aim. reviewing employment policy. This national in respect of transferring regional planning and review is a good opportunity for Sunderland housing powers to local authorities, will Public Policy to evaluate its Working Neighbourhoods promote greater control over strategic Strategy and to learn from it to ensure there is investment decisions in key areas of the city, Under this heading, we consider the current a comprehensive approach to work and skills through the Local Development Framework and emerging policies that provide the support in the city. Investment in vocational and Economic Masterplan. The phasing out context of the Economic Masterplan. With the and higher level skills forms a key part of the of the ring-fencing of grants to local History and Development numbers of new jobs has meant that more Economy the demands of older people for healthcare, recent development has been focused away social care and transport provision. Sunderland’s first major settlement was in the from the urban centres. Instead, it has taken Global Trends City Centre 7th century AD at Monkwearmouth where place in out-of-town industrial locations and In developing strategies it is vital to the Venerable Bede began his monastic business parks at Doxford International, understand global economic trends. There City centres form the hearts of the economies work at St Peter’s Church. For many years Nissan, Washington, Rainton, and the north are four key factors that affect the future of of large urban areas. Sunderland city centre Monkwearmouth was a centre of religious bank of the Wear. The resultant pattern of Sunderland, both in terms of its geography has suffered both from the new employment and cultural learning. With the industrial era of development is no longer polycentric, and influence. (Source: Centre for Cities, developing almost exclusively on out-of- the 18th and 19th centuries came the rapid but dispersed. ‘Global trends for the next 20 years: and their town sites and from depressed economic expansion of Sunderland as we know it today. The nature of Sunderland’s development implications for UK cities’, November 2009). activity in the city following the rundown of The expansion of the coalmining, chemical the city’s traditional industries. Only 16.6% requires geographical planning that reflects 1. Globalisation. This has affected Sunderland and glass industries and shipbuilding led to of the district’s employment is located in the its diversity of form. Sunderland needs to dramatically in recent years, accelerating the the growth of the central area of Sunderland focus on its core as an important driver of the city centre compared with 33% in Newcastle, around the river and port. decline in traditional industries, but also which means less spending power ‘on the economy, but also on the other places that fuelling the city’s recovery, largely as a result Outside the city centre lie a number of distinct make up the city. doorstep’. Vibrant city centres largely depend of foreign direct investment, as with Nissan and upon well-paid office workers using shops, communities. The south of the city, including The retention of the green belt has created financial and customer services. The global restaurants and other facilities. Sunderland Houghton, Hetton, Copt Hill and Shiney a valuable ‘breathing space’ between the economy encourages businesses to locate in has not achieved the critical mass of facilities Row, is known as the coalfield area, with coal city centre and outlying towns and villages, the most competitive areas or lose out to their needed to attract significant numbers of having been mined there since Roman times. most notably Washington. In order to connect rivals. In order to continue to compete, UK shoppers from outside. Consequently, it has One of the world’s oldest recorded coal mines these various centres in a mutually beneficial cities must build on local strengths and assets, fewer shops and leisure facilities than was at Rainton. way, the links throughout and across the including highly skilled labour. it should. green belt will become increasingly important. The Washington area developed around 2. Climate change and energy generation. Furthermore, the many-centred nature of For a wider catchment area than the city coalmining, but also has rural and agricultural For Sunderland, these issues are likely to communities. Washington F Pit was one of the Sunderland’s development has meant that itself (an area that includes Chester-le-Street, 8 create costs in limiting the impact of climate Seaham, Easington and West Rainton 9 earliest working deep pits in the country and in some instances commercial facilities are change but also opportunities in developing in Durham County and Boldon in South by 1870 was the major coal producer in the stretched thinly, so the quality and value of new business and employment. These will Tyneside), annual retail spending is estimated area. When it closed in 1968 it employed local centres has suffered. A sustainable be addressed in more detail later in this at over £1.9bn. About two thirds of this 1,500 men and was producing half a million approach would be to conserve and improve document. (£1.2bn) is retained within that catchment tonnes of saleable coal. In 1964, Washington these centres as long as this is not at the 3. Technological change. The prevalence and area, whereas less than £400m (21%) is spent Development Corporation was created and expense of Sunderland city centre. rapidity of technological change is altering the in Sunderland city centre. Parts of the city huge swathes of dereliction were subsequently way we live and work. Ofcom has identified – most notably Washington – look towards regenerated, new homes were built, factories Sunderland as the best-connected city in Tyneside, restricting Sunderland city centre’s opened and thousands of trees and shrubs Britain, but the city must continually refresh catchment area to a band running from South planted. Washington has been part of and update its IT infrastructure and the skills Tyneside, through the city and coalfield area Sunderland district since 1974, when of its local population to be able to adapt to Easington to the south. (Roger Tym and Sunderland became a metropolitan district to new uses of technology and stay at the Partners, Retail Needs Assessment, 2009). council encompassing the geographical area forefront of changing technological demands. of the city today. Physically the centre of Sunderland has many 4. People and skills. Globally, there is a strong assets including close proximity to a Because of its history, the city displays a growing premium on talent and skills, which sandy beach, a port and a river. However, polycentric development pattern - one which means that cities must understand and target topography and geography prevents the does not focus on a single centre, but on the populations they are seeking to retain or centre feeling like a riverside or seaside many centres (Sunderland, Washington, attract. It is estimated that in the UK, as city. There is an opportunity to use key Hetton-le-Hole, Houghton-le-Spring and elsewhere in Europe, an older population development areas such as Stadium Village, others). profile will continue to develop. An ageing the former Vaux site, Farringdon Row and This polycentric development, combined population brings with it different capabilities possibly the port to shift the orientation of with the emergence of the A19 and A1 as within the local labour force that need to be the centre towards the sea and river. More the main arterial connections, and the need integrated within the local economy. It also crossings over the river would help, and for available sites on which to create large leads to requirements for new skills to meet the river canyon could be developed as an amenity. If better linked and presented, a sector. The University of Sunderland already originating in a dozen different countries have units. Sunderland needs new and better chain of attractions could be developed on supports business innovation, for example chosen to set up in Sunderland and together shops to attract consumers. Without them, the north side of the river including Stadium through the Institute of Automotive and they employ 17,500 people - or 15% of all the city centre will be continue to lose Village, the St Peters candidate World Manufacturing Advanced Practice and the jobs in the city. The largest of these is Nissan spend to rival retail centres. Cities that are Heritage Site, the university, the National Sunderland Media Centre. It also has a which built its first car in Sunderland in 1986. comparable with Sunderland in terms of Glass Centre, Marina and Roker seafront. Software Hatchery and ‘Creativitiworks’ that The plant has been the UK’s biggest car economic performance typically charge much Making more of the riverside in this way would supports start-up businesses in creative producer for 10 years and biggest car higher retail rents, even though they may radically enhance the visitor appeal of the city industries. Based on exam results, exporter for eight years. One in every five new have more retail space (Centre for Cities, centre. Sunderland College is one of the most cars built in the UK today is a Sunderland- Sunderland Comparator Cities analysis, 2009). Many of these competing cities are There are other assets that could be exploited successful colleges in England and provides built Nissan. Nissan’s intention seeing population increases which suggest to benefit the city centre: training in skills directly relevant to the city’s to produce electric vehicles in Sunderland economy, including retail and manufacturing. represents an important development for that they could pull away from Sunderland in • The former Vaux site and Farringdon the company, which now aims to be at the the coming years. Row have potential to provide a central The port is another key asset, with council forefront of this important technology. New development is liable to leave some business district. ownership meaning that its role can be shaped to fit with the wider economic needs This development is covered below, under shops empty, particularly in the less desirable • The two university campuses could of the city. Economic Opportunities. areas, and this could diminish the city’s become an integral part of the city attractiveness to shoppers. Any new retail Sunderland is the best digitally connected city Property Market centre and what it can offer. development will be a challenge in itself, and in Britain, with 66% of homes with broadband The structural changes in Sunderland’s its long-term prospects would certainly be • The Minster area could be expanded (UK average 57%) and 96% with digital economy have influenced many aspects of undermined by the presence of empty shops and marketed as a new Minster Quarter television (UK average 85%), according to the the property market. The riverside, city centre nearby. Public areas need to be improved and within the city centre. latest Ofcom figures. Furthermore, the UK’s IT and former coalfields are, in property terms, areas that are currently at risk of decline need ‘backbone’ runs through Sunderland, bringing In summary, the centre lacks the scale, the inferior locations while areas with access to be upgraded so that they remain attractive resilient connectivity for business customers. quality, vibrancy and variety of uses that to the road networks like the A1 and A19 areas to walk through. 10 would normally be found in a regional city Sunderland also has a large number of have done better. 11 The scarcity of cafés and restaurants could centre. Crucially, it lacks that city ‘feel’. environmental assets. As well as the seafront The success of Sunderland’s out-of-town further restrict the development of the city Although there have been several major and river, it has a number of parks and green property market has been vital to the city’s centre as an evening venue, and make it a successes, pockets of high quality new spaces, especially in the former coalfield. residential development, and new assets such development to this point, but these less attractive place to live. One option would as the university developments, Winter The city has a number of successful business developments currently do little to enhance be to convert redundant or underperforming Gardens, City Art Gallery, Mowbray Park and parks, including Doxford International, Rainton the wider economy of the city. Furthermore, retail units into leisure uses in accordance the regeneration of Sunniside, the centre still Bridge and Enterprise Park. Sunderland is as they tend to be reliant on a limited number with the city’s approved Evening Economy does not yet appear to be an integrated home to international companies such as of industries, they could be vulnerable to Supplementary Planning Document. The regional city centre. What is needed is a Nissan, Rolls Royce, Barclays, T-Mobile, global competition, technological change demand for a better evening experience will shared vision that will unify the assets and Arriva and EDF Energy. Enterprise Park is also or relocation. be driven by more city centre jobs, so the quarters and create a new commercial home to UK-based Berghaus and the North Sunderland needs to establish a viable timing of such changes will be important. East Business and Innovation Centre (BiC) ‘beating heart’, achieving critical mass and office market in the city centre. It also needs Better housing will help to enhance the centre which supports entrepreneurs and young improving vibrancy. Meanwhile, the centre to diversify the current office market into as a whole and bring in new spending power. companies keen to expand. would be made more attractive and easier to other sectors to ensure it is resilient. This Recent investment should be supported but navigate with upgraded public areas and key Sunderland’s business parks have great could be done by targeting key inward care needs to be taken that the city does not gateways, including the railway station. facilities. For example, the award-winning investment opportunities. The potential to reduce values through oversupply. The city Solar Building on Doxford International uses kick start development through public sector needs carefully to address issues of unit type, City Assets photo-voltaic technology to minimise energy relocations driven by rationalisation should phasing and the mix of future developments. Sunderland has a number of important assets consumption, while Rainton Bridge South is be examined. In order to fulfil its ambitions, Sunderland being equipped with the highest standard of outside the city centre that could help to Sunderland city centre’s retail market presents needs to make a good first impression on broadband connectivity. expand the local economy. a rather disjointed picture with achievable visitors. Improving the railway station and As discussed above, intellectual capital is vital Sunderland has been very successful at rents within The Bridges Shopping Centre its surrounds will help, as will improving to a successful 21st century city. Sunderland attracting foreign investment. Around 60 reported to be nearly three times those accessibility and movement within the city has a strong further and higher education international inward investment projects achievable for prime on-street, high street centre itself. The current financial climate poses particular • Medium- or high-technology approximately 50% of Sunderland’s workforce East - lower than Newcastle, Gateshead difficulties for commercial developments in manufacturing. An increase of more than is employed within the top 50 public and and North Tyneside - and the number of the city centre. Nearly all the current and 1,000 jobs since 1998 has seen private organisations in the city, emphasising registrations per year has remained relatively proposed developments will require public employment in motor vehicle and the continuing reliance on large employers. steady, with only a slight overall increase since funding, but unless the private sector can transport equipment manufacturing in There are two routes for business growth. 2000. The percentage of self-employed make a substantial contribution, the level of Sunderland rise to 7.2% of the city total, One is internal and the other is to attract people in Sunderland is also relativity low at investment required to deliver all the schemes well above the regional (1.5%) and businesses in from outside. The number of around 5.8% compared with the national would be beyond the budget of the public national (1.2%) equivalents. VAT registrations per head of population in average of 9.1% and a regional average for sector. Traditional funding methods (e.g. gap • Education and health. Employment in Sunderland is one of the lowest in the North the North East of 6.3% (Annual Population funding) are also becoming more restricted. education and health & well-being has Survey, 2009). Consequently the city will need to identify grown by about 15% in the city, with Employment structure of the economy (2007) new sources of funding (e.g. Tax Increment these two areas accounting in 2008 for 35.00 Financing, Special European Funds) and 21% of total activity. This growth was build-to-let residential models. It should also much less than the national or regional 30.00 focus on large high-quality pre-lets and average, but workforce-related issues 25.00 pre-sales to reduce risk and enhance within the local economy could cause it

% 20.00 investor confidence. to increase further. 15.00 In common with many other northern cities, Employment and Growth the public sector’s share of total employment 10.00 Four employment sectors within Sunderland in Sunderland (35,100 jobs) is higher than 5.00 represent over three quarters of all jobs: the national average. The manufacturing 0.00 public administration, education and sector remains a key sector within the Sunderland economy (17,700 jobs) despite health (30.5%), retail and leisure (20.1%), energy Research Transport & national declining trends, particularly given Construction Agriculture & Other service manufacturing (14.9%) and financial and Manufacturing Retail & Leisure Financial & related 12 the presence of Nissan and its supply-chain Wholesale activities Communications 13 related business services (14.2%). Business Services Publiceducation administration, & health activities. Over the past fifteen years, SIC Sector However, over the past 10 years the Sunderland has also developed a growing Sunderland economy has seen some specialism in financial and related business Sunderland GB Source: NOMIS Annual Business Inquiry, 2009 encouraging signs of growth in the services, mainly through call centres, Labour Market performance of its knowledge-intensive especially for life insurance and banking. Worklessness in Sunderland industries (based on the Eurostat definition). Although these are not highly paid jobs, they Despite the creation of new jobs in the city in (November 2009) These have included: call for skill and interpretation, and are recent decades, Sunderland still suffers from • Financial services and real estate. rewarded accordingly. high unemployment and a low skill base. Number A 140% increase in employment in Despite these successes, wages in To an extent this has its roots in the region’s on Benefits these areas in Sunderland over the Sunderland average £82 a week less industrial past. The adjustment to massive job (% of working age) than the average wage for the UK as a decade to 2008, bringing their loss from coalmining, shipbuilding and related Sunderland 39 560 (22.5%) contribution to total employment in the whole. Sunderland also has a job density engineering led many former workers in these city to 6.7%, higher than in both the of 0.74, which is defined as the number of industries to move onto incapacity benefits North East 325,400 (20.4%) North East region (4.3%) and jobs divided by the resident population of rather than unemployment benefits. As time GB 5,840,290 (15.8%) Great Britain (5.9%). working age (or 0.74 jobs per resident has passed, many of these redundant worker). Cities usually provide jobs for a workers are finally reaching pension age but in SOURCE: NOMIS. DWP Benefit Claimant Counts • High technology-intensive services. wider area, so Sunderland’s figure is low for the absence of sufficient jobs to absorb all the 30% growth in computer and related a city. While the North East average job available labour, it appears a new generation Large numbers of men and women in activities. At 1.7% in Sunderland, density is 0.72, and the GB average is 0.83, of less healthy and often less qualified workers Sunderland remain dependent on welfare these remain below the GB level (2.1%) both of these averages take into account are becoming marginalised and dependent benefits, with the single largest group being but somewhat above that of the region large rural, commuter areas. The density for upon benefits. This conclusion is supported those on incapacity benefits. Across the UK (1.4%). The Sunderland Software City Leeds district, which has a widely defined by the high numbers of younger people, in as a whole they outnumber the claimant initiative should lead to further growth in geography, is 0.92 and for Newcastle with a particular the 35-44 age group, on long-term unemployed by three-to-one and lone parents this sector. tighter boundary it is 1.07. Furthermore, incapacity benefits. on income support by a similar margin. Just over one in five working-age people In common with other areas that have suffered Distance Travelled to Work (22.5%) in Sunderland are claiming benefits, industrial decline, Sunderland faces deep- (Workplace Population) and a high proportion of these are long- seated aspirational barriers among a new 45000 term workless. As indicated in the table on generation of young people, many of whom the previous page, the number of benefit have grown up in a benefits-dependent family 40000 claimants within Sunderland is higher than or who have continued to remain in a low- 35000 both the regional and national averages. skilled job. However, there are some signs of 30000 promise including: If worklessness levels in Sunderland matched 25000 the national picture then approximately Sunderland • Improving educational attainment 20000 12,000 extra people would be in work. This Educational attainment has improved situation is inextricably linked with deprivation, over recent years, closing the gap with Number of Trips 15000 Newcastle low educational attainment and low skills. national averages. 10000 Combined, these produce a major drag 5000 on Sunderland’s ability to fulfil its • 16-19 year old apprenticeships 0 economic potential. 62.5% of 16-19 year old trainee apprentices achieved the full qualification Work Less 2km to 5km to 10km to 20km to 30km to 40km to 60km Sunderland has a high percentage of people from than less than less than less than less than less than less than and over in 2007, slightly better than the national home 2km 5km 10km 20km 30km 40km 60km qualified only to NVQ level 1 and 2 when average of 62.1%. Distance Travelled compared with the region and UK average Source: NOMIS, Census of Population Travel to Work Data, 2009 and has a smaller percentage of its working- • Progression to higher education age population that are qualified to NVQ level During 2005/2006, 9.42% of 18–20 year From 1991 to 2008, Sunderland’s resident Transport 3 and 4 – with the latter more likely to be olds entered into higher education, population declined at a faster rate (-5.1%) slightly more than the regional average People’s ability to find jobs and other things earning higher wages. This perhaps reflects than the North East region as a whole (-1.2%). the relatively small proportions of jobs of 9.07%, although well below the to do in Sunderland is clearly affected by their average for England which was 11.83% Over the same period the UK population grew that require higher-level qualifications in by 6.9%, while neighbouring Newcastle upon access to transport. Evidence from the 2001 14 (DfES, ONS). 15 Sunderland. As a result, weekly wages for Tyne experienced a 1.0% increase. However, Census suggests that the private car (either as Sunderland residents (£397) are lower than • More NVQ level 3 and 4 recent mid-year population estimates show that a driver or passenger) is by far the dominant the regional (£422) and national average qualified residents Sunderland’s population loss has now slowed transport choice for both residents and (£479) with low income affecting spending It is encouraging that levels of to a trickle, following a faster rate of decline employees in the area. power. The Centre for Cities has examined qualification up to NVQ 3 and 4 are between 1994 and 2004. The Metro extension between Pelaw and cities with a similar industrial history but with rising faster than the North East and UK More specifically, since 1991 Sunderland South Hylton, via Sunderland city centre, stronger economic performance and average. suggests that they have succeeded because has experienced an 11.8% reduction in the opened following the Census, making it likely they have developed or attracted industries Sunderland’s labour force supplies local 15-29 age group. Although there were also that modal share for Metro has increased from employing a high proportion of managerial demand in the main. Travel-to-work data reductions here nationally (-4.3%) and regionally the 1% share in 2001. However, many parts of (-6.9%), the decline in Sunderland has been and professional occupations. (Centre for shows that 80% of those who work in the Sunderland, particularly western and southern Cities, Sunderland Comparator Cities city also live in Sunderland, with the majority noticeably more severe. In contrast, Newcastle experienced an increase of 19.3% in this age areas, have no access to either the Metro or Analysis, 2009). of these workers travelling less than 10km. mainline rail services. This indicates that there is limited penetration into group over the same period (much of this Other work undertaken by The Centre for external labour pools from the Sunderland labour attributable to student numbers increasing The variety of bus services across Sunderland Cities (Sunderland - Challenges for the Future, market and that the connections between sharply there). It is clear that insufficient provides a realistic alternative to the private car. 2009) has highlighted that many higher- Sunderland’s labour market and the wider North economic opportunities combined with weak Areas where bus access is poor need to be value jobs in Sunderland are taken by non- housing, shopping and cultural attractions, are East economy are underdeveloped. identified, so that services can be improved. residents, people who commute in from the responsible for young people leaving surrounding areas, with local residents not Population change is an important indicator of Sunderland to find higher-skilled andhigher-paid Sunderland also has plenty of cycle paths. competing well for knowledge-based jobs economic health and industrial restructuring employment and career opportunities Further opportunities exist to improve the locally or regionally. Unsurprisingly, therefore, can lead to a decline in the population. This elsewhere. The scale of this loss at the younger quality and use of cycle tracks, particularly the average earnings for Sunderland residents are can indicate that residents are leaving to secure end of the working age population indicates that C2C route which ends in Sunderland but is lower than those for people who have jobs in employment elsewhere or that environmental and the city may be storing up problems for the underexploited. Many of these routes follow the city but live elsewhere, with fewer people social conditions are reducing the attractiveness future in the size of its workforce, limiting the disused rail tracks which could be adapted for earning in the upper echelons of the pay scale. of the area for investment and as a place to live. potential for population and economic growth. other forms of public transport. Sustainability exploit their carbon-reducing potential as well Economic Opportunities The growth in the offshore wind sector Sunderland has a high carbon footprint, as their economic benefits. Software is a long-term economic opportunity for Sunderland, particularly for the heavy higher than that of Newcastle. Although Ecological footprints look more broadly at The development of the Software City project industry accounts for a significant portion of resource usage. They indicate how many engineering, construction and maritime began in 2007, when it was recognised that sectors. In due course, there should be this, it is domestic carbon output that drives more times their share of the earth’s resources the global software market was growing the figure up. Partners in the city need to a person, or place, is using. More prosperous economic benefits for a number of port towns rapidly and that Sunderland had assets that and cities on the East Coast. The Port of consider how residents and businesses can places tend to consume more resources and would make it an attractive location for these be helped to reduce their carbon footprint. therefore have a higher ecological footprint. Sunderland’s ability to play an important role types of businesses. High-quality sites and has been underestimated in the past, but is Moving to an explicitly low- and zero-carbon Sunderland’s current ecological footprint is premises, excellent telecommunications now more widely appreciated. Sunderland is regional economy could, if allied to sufficiently smaller than that of its neighbouring cities of connectivity (Sunderland’s position on well placed to provide docking facilities for attractive incentives, encourage the attraction Newcastle and Durham. But consideration the main national connectivity backbone survey boats, for the operation and and growth of organisations serving the should be given as to how the footprint will ensures that it has resilient loop connectivity technical needs of such an economy. These change as Sunderland’s prosperity increases. to Edinburgh to the north and London to maintenance of offshore wind farms, goods and services could be exported the south), the School of Technology and component manufacturing sites and - with beyond the city boundaries to meet needs Computing at the University of Sunderland good access to water transport - the potential elsewhere, both in the UK and beyond. and the support of a wide range of for turbine assembly (although this would However, many other cities are attempting to stakeholders were identified as key strengths require substantial investment in converting do this and competition is high. Sunderland (Deloitte, Sunderland Software City, May the port). should focus on those low-carbon industries 2007, draft). Electric Vehicle Production where it enjoys a competitive advantage and The case was compelling, and Sunderland’s role in this industry was recognised at a Nissan has recently announced that its regional level. This sector is now projected to battery plant will be located in Sunderland, and that Sunderland’s car plant will be the first Key challenges Sunderland is a city with a university, but grow ahead of the regional pace, albeit from European plant to produce Nissan’s electric The growth of employment primarily in out- does not yet possess the characteristics and a comparatively low base (GENECON). The car, the LEAF. This provides an opportunity 16 of-town locations has left the city centre qualities of a ‘university city’. Its two campuses sector also links closely to the low-carbon 17 to ensure a sustainable future for the city’s underpowered as an economic driver. The lie adjacent to the city centre but have not agenda, offering opportunities to use software automotive industry, putting Sunderland at scarcity of office jobs has hindered the been properly integrated with it. The University to reduce carbon-dioxide emissions across a development of better shopping and leisure of Sunderland has the potential to become an range of industries. the forefront of technological development in facilities, leaving the centre insufficiently economic and culture-changing asset, with this area. This decision was supported by the Offshore Energy Generation attractive to residents and businesses alike. a strong civic role aligned to supporting the designation of Sunderland, along with South This has made it difficult to improve the quality economic transformation of the city centre and There is immense potential for offshore wind Tyneside and Easington, as the UK’s Low of the city centre. As a consequence, the city of the city as a whole. farms, both for national renewable energy Carbon Economic Area (LCEA) for Ultra Low Carbon Vehicles. centre does not serve its purpose economically The relatively low skills and aspirations of the sourcing and for the benefit of the North East or socially. population mean that in general residents earn region. Government policy dictates that The purpose of Low Carbon Economic Areas Sunderland’s economy remains too reliant on less than incoming commuters. Relatively few power generation from offshore wind sources is to: a narrow range of industries. The city has are highly qualified and an unacceptably large is a necessity both for electricity supply and to help the Government meet stringent EC and • Accelerate the growth of low-carbon successfully moved from ships and coal proportion of people of working age are not in worldwide targets agreed for reducing industry in places where there is already to cars and contact centres, but does not work and therefore are not benefiting from the greenhouse-gas emissions. The Regional economic strength. have the variety of industries and career growing economy. The choice of housing in Economic Strategy sets out the North East opportunities, nor the volume of well-paid Sunderland has been limited in the past • Provide a common focus at the local region’s proposals to deliver greater and jobs necessary to retain more of the younger because of the large number of people in and regional level for sectors that sustainable prosperity to the region over the population and to ensure a resilient economy. similar occupations on similar incomes. are important as we move to a low- period to 2016. The strategy states that the carbon economy. In part, this narrow industrial base persists Housing choice has not kept pace with rising region has “real capability in the area of wind because Sunderland has been more aspirations and incomes. As a consequence, power”. The National Renewable Energy For the LCEA for Ultra Low Carbon Vehicles successful in attracting international companies the city has been losing younger people and Centre (NaREC) in Blyth is expected to play a the focus will be on electric vehicles and than in helping indigenous businesses to grow, young families. leading role by attracting research and major subsequently other low-carbon vehicle as demonstrated by the scarcity of business inward investments, particularly given its technology such as hydrogen, and related start-ups in the city. development of the world’s largest wind- technology including electrical networks, turbine testing facility. infomatics and charging infrastructure. It will 2. The Economic Masterplan Vision and Aims

bring together different elements required for The new vision for Sunderland’s economy • The city will be a vibrant and attractive the transformation of the automotive industry. combines a detailed understanding of the place, where enterprise is encouraged. (One North East, Leading the way in Low city and its economy with the ambitions and • It will be at the heart of a newly Carbon Vehicles, September 2009). priorities of its partners. To help develop this designated ‘Low Carbon Economic vision, an event involving many participants Health and Wellbeing Area’ and must develop new was held over two days. Representatives of infrastructure as part of this. Business activities associated with health and both local and regional organisations attended well-being are projected to grow strongly in and contributed ideas. Discussions were also • Its future is tied to the wider economy the city. These could have a double benefit: held with representatives from the Citizen’s and the city must be collaborative and they could provide jobs and thereby increase Panel and other business and community outward looking rather than driven economic activity; at the same time, they groups to get local residents’ views. purely by local ambition. could tackle one of the root causes of unemployment – namely poor health and To help partners understand the direction The Masterplan proposes that, to become inactivity. Health and well-being is already a Sunderland’s economy might take, partners more prosperous, Sunderland must focus on significant sector in the city economy and considered three scenarios for Sunderland’s a small number of important sectors and on is poised to capture an increasing share development. These were not designed the city centre, and do this by developing a of regional growth in this sector with direct as options from which one should be low-carbon economy. To achieve this it must relevance to wider city agendas. chosen, but were meant to set out some make more of four key assets: possible ways the city might develop. These Creative Industries • Nissan, to exploit electric vehicle scenarios raised a number of questions technology and become a world leader This sector is more difficult to define but about how Sunderland should position itself. in producing electric vehicles. includes art, design, technology and Should Sunderland try to tackle its lack of production. The combination of assets, entrepreneurs, or should it focus on a higher • The University of Sunderland, to redefine including university facilities and specialisms, volume of less specialised jobs? An alternative the city as a place where knowledge is the Music City initiative, the recent growth was to focus on being an attractive place to part of the way of life. 18 of artistic endeavour in Sunniside and live, with enhanced access to green space • The port, to enable the servicing of new 19 programmes linked to the National Glass and coastal amenities, and focusing on low- offshore wind farms. Centre, offers a base from which this sector carbon technologies for economic growth. could become a stronger feature of the city • Using specific development sites to economy. It fits well with the drive for a more Perhaps inevitably the direction for the create a new business district in the distinctive, waterfront city centre under Aim 3 Economic Masterplan is a blend of all the city centre, more retail sites, and an of this Masterplan, where more visible creative scenarios. Stakeholders felt that the best electric vehicle technopole. scenario should involve building an activity and associated events programmes This vision for the Sunderland economy will could support retention of the younger entrepreneurial city and developing be achieved through five Aims for what we population, improve the external perceptions knowledge industries. But at the same time want Sunderland to be: of the city and enhance its broader business it should not lose the strength in inward investment appeal. investment and job growth that Sunderland Aim 1 ‘A new kind of university city’ has developed, nor should it ignore the city’s We want Sunderland to be a vibrant, creative Other Opportunities natural environment and the opportunities and attractive city, with a strong learning ethic As well as keeping the above opportunities offered by low-carbon industries. and a focus on developing and supporting under review, it would be appropriate from The proposed vision for Sunderland’s enterprise, with the University of Sunderland time to time to examine new economic economy is that Sunderland will become: at its heart. developments to see what their potential is for Sunderland. These should be appraised in ‘An entrepreneurial University City at the Aim 2 ‘A national hub of the low-carbon the context of the vision set out in this heart of a low-carbon regional economy’ economy’ Economic Masterplan. We want to use the opportunities offered by The Masterplan vision statement seeks to new low-carbon technologies to stimulate convey a number of central messages about economic activity in Sunderland. This Aim Sunderland: emphasises the city’s national potential and • The university will play a new role in the the need to showcase projects such as city’s economic development. electric vehicles. 3. Aim 1 - ‘A new kind of university city’

Aim 3 ‘A prosperous and well-connected It has become clear in recent years that build the foundations for this by: waterfront city centre’ Sunderland’s future lies away from the basic • Promoting enterprise. The city centre is important to Sunderland production and automated services that have and the wider region. It will fulfil its purpose moved to cheaper locations. Knowledge – • Improving the city’s reputation and only when more people work in it and more its generation, application and reproduction – influence. people spend time and money there. The is now the critical factor in building • Fostering cultural change. city’s position on the waterfront is an competitive advantage in both production important part of its sense of place and and service industries. Promoting enterprise enhances Sunderland city centre’s distinctive Universities are vital instruments in the A new ‘City Enterprise & Innovation role in the region. Connectivity is both creation of a knowledge-based city. If Strategy’ will provide a model for promoting external, to improve the city centre’s graduates can be retained, they can create a entrepreneurship and innovation in the city credentials as a business location, and more skilled labour force. University research and practical collaboration between the City internal, to make it better and easier to enjoy. and technological developments should be Council, university and other organisations Aim 4 ‘An inclusive city economy – commercialised in collaboration with local that support business improvement. for all ages’ industry for their mutual benefit. Perhaps most This will establish a framework of support for We want to improve opportunities for important in the context of the Economic businesses at all levels including: people of all ages and sections of the Masterplan, universities can also drive cultural community, targeting unemployment in change in cities through engaging with their • entrepreneurship development particular. ‘Inclusive’ means not just physical business and resident communities. The programmes on the curriculum of accessibility to the city’s economic centre University of Sunderland is particularly well schools, college, university and private but addressing social exclusion. Sunderland placed for this since it already has an training providers. entrepreneurial orientation, is a key focus for should also concentrate on tackling the • more support for new businesses, such innovation in Sunderland and is well regarded decline in the number of younger people as offering advice and after-care to by local business and government. working and living in the city. would-be entrepreneurs looking to start 20 Aim 5 ‘A one city approach to The notion of a university city includes a their own businesses. 21 physical sense of attractiveness, vibrancy economic leadership’ • a new unified business network, which and cultural appeal - not only to students, We want to improve economic leadership in will ensure that all businesses in but also visitors and investors. The ‘new kind the city. We have deliberately chosen this as a Sunderland have access to a range of of university city’ we seek will use the central Aim to emphasis its importance, rather business support networks. than relegating it to a ‘governance’ section in university to change Sunderland’s economy the Masterplan. and culture with a stronger civic role than a • targeted support for established small traditional university. and medium-sized enterprises.

The ‘new kind of university city’ envisaged • targeted support to attract outside in the Economic Masterplan is based investment. explicitly on collaboration between the public • ensuring that an appropriate mix of sector, private enterprise, the University of business premises and capital Sunderland and other related institutions. This infrastructure (broadband connectivity, may require new hybrid organisations to act transport links, etc) is developed and as intermediaries, hubs for new networks and maintained. centres of innovation and entrepreneurship. In particular, the university should take on • better access to business services an even more prominent role in the city’s (finance, legal and accounting support). economic development, not only through links Building on the partnership framework for with business but also through disseminating Sunderland Software City, the strategy will knowledge amongst the resident population include plans for sector-specific support, and by supporting cultural and physical linked with the sector plans being developed change in the city. in Aim 2. It will also take account of their The long-term Aim is to use the city’s assets higher-level skills needs, as part of a wider to create wealth and jobs. The university can skills strategy for Sunderland. The programme will ensure development of Vehicle Testing & Development Facility at Improving the city’s reputation and A comprehensive Communication Strategy in industry-standard premises and facilities to Nissan’s Washington site and the Sciences influence the Economic Masterplan will ensure that all support university/business collaboration on Complex on the City Campus. There is strong The city’s ability to market itself is linked to the investors and stakeholders understand the innovation and business growth. The potential for the former to develop into a strength of its economic leadership. In line need for economic development, the programme will target investment in National Centre of Excellence for Ultra Low with the Economic Masterplan, Sunderland’s mechanisms that create growth and the infrastructure to support collaborative Carbon Vehicles & Renewable Technologies. ‘Top Team’ will be supported by an Economic planned outcomes for the various sectors research, innovation, business support and These facilities will increase opportunities for Leadership Programme building on the and constituents in the city. inward investment. collaboration between University research progress already made by the Sunderland Both the Leadership Programme and As part of an innovation programme aligning teams and local businesses and will start Partnership. The people responsible for the Communication Strategy will be supported by university Research and Development (R&D) operating by spring 2011. major economic investment and spending a City Champions Programme. This programme with the Economic Masterplan’s priorities, As a result of investment secured through decisions that are made in the public, private will encourage entrepreneurial role models to Aim 1 will also work to increase the number the Sunderland Software City initiative, new and not-for-profit sectors in Sunderland need champion the city, promoting Sunderland’s of interactions between knowledge-based enterprise centres at the North East Business to become a strong team. The Programme interests nationally and internationally. institutions and businesses in the city and Innovation Centre and at Toward Road will use the best leadership models to create through more collaborative R&D investment will be created over the next two years. Both regular opportunities for new learning and and more access to knowledge-transfer centres will showcase the city’s software collaborative working supported by external platforms and products, such as Knowledge sector and provide accommodation and experts and advisors. Transfer Partnerships, innovation vouchers services infrastructure for the industry. and internships. The university is also reviewing how it can Outcome How will we know? The Enterprise and Innovation Strategy will be further support the creative sector through Sunderland’s brand and external National & international demand for developed by the university, working with the Creativitiworks and The National Glass perceptions will be stronger university places; improved external investor Business and Investment team at Sunderland Centre. The Leadership Programme will be perception of Sunderland; increased City Council in 2010. The university will lead developed by the University of Sunderland international trade on developing the innovation programme, and and will be launched before the end of 2010. 22 The refurbished Science Complex will be 23 will work with the college to understand the The city will increase graduate and More VAT-registered businesses and more skills needs of the new sectors. completed in 2011. The Ultra Low Carbon Vehicle Testing & Development Facility at business retention people qualified to NVQ Level 4 and above The University of Sunderland will support Nissan’s Washington site will also be open in Sunderland will have improved More collaborative working, research and innovation within the priority sectors through 2011. The Software Centre will be opened by entrepreneurial leadership programme delivery; expansion of business two key facilities: the new Ultra Low Carbon the Software City board in 2012. networks; university and city working together on strategic economic planning Outcome How will we know? Innovative institutions linking to regional, Establishment of Centre for An improved enterprise culture More new business registrations national and international opportunities Entrepreneurship, Enterprise and Innovation A more competitive city Increased GVA and employment across Sunderland’s economic leadership regarded the city as an exemplar Recognition of Sunderland as a centre for Increased take-up of Knowledge Transfer innovation and R&D in key growth sectors Partnerships, Collaborative Innovation (Software / Health / Low Carbon) Partnerships and Innovation Vouchers, and Internships by businesses Improved business collaboration with Increase in collaborative R&D Investment in knowledge institutions the priority sectors A greater stock of knowledge-based More knowledge-based businesses and businesses with high growth potential and more people employed in them job prospects A greater proportion of highly skilled people More residents qualified to NVQ 4 living in the city 4. Aim 2 - ‘A national hub of the low-carbon economy’

Fostering cultural change employment in the city and the wider region. Aim 2 is to establish Sunderland as a Low-carbon businesses leading UK city for low-carbon technology In the short term, the university will support A key part of this strategy will be to raise the These low-carbon sectors include advanced and production and to support the wider the development of the city centre Events and profile of the university and college in schools. engineering, such as electric vehicles, region in developing a sustainable, low- Festivals Strategy and look for opportunities A commitment to effective market signalling renewable energy and software. Software will convince more people to acquire the carbon economy. to engage the students further in city centre as an industry supports low-carbon activity skills needed for a successful and sustainable activities, perhaps through joint events or In the summer of 2009, the Government in other industries, with advances such as knowledge-based economy. more promotion. issued a comprehensive plan to shrink video-conferencing removing the need for Britain’s carbon footprint. The Low Carbon To better support creative industries in The university and college will work together people to travel to meet. There are also Transition Plan plots out how Britain will meet Sunderland, we will develop a Creative to develop the Economic Masterplan specific links to renewable energy and emission-reduction targets by 2020. Also in Industries Sector Plan to establish their Widening Participation Strategy, which will electric vehicles, for example new software 2009, Nissan Sunderland announced its requirements. begin delivery from 2011. The Creative to support charging points and smart grid Industries Strategy will be developed in 2010. intention to invest in a new facility to pioneer technology to improve the management of We will develop a Widening Participation electric vehicle battery production, just as our electricity supply. Strategy to promote education opportunities the Government announced that the UK’s to the residents of Sunderland aligned to Low Carbon Economic Area (LCEA) for In the short term, the city must develop a Ultra Low Carbon Vehicles would be centred detailed understanding of electric vehicles, on Sunderland. offshore wind and software, and an action Outcome How will we know? plan to accelerate their development in This provides Sunderland with the opportunity Sunderland. We will draw up a Sector Plan for A stronger learning culture and learning More people involved in college and to place itself at the front of a highly significant aspirations of residents across the city university education and outreach activities; Electric Vehicles, to determine the needs of national policy, where it will attract attention, the sector and how to support them. This will more local people at university and better respect and the prospect of international include supply-chain mapping and analysing exam results investment. It is the first time a national physical infrastructure and financial support. economic policy designation has been put to A city centre befitting a university city to More graduates retained within Sunderland Sunderland based on its assets rather than We will also draw up a Sector Plan for attract and retain young people (as represented by NVQ 4 qualifications); 24 its problems. Covering South Tyneside, Offshore Wind, building on the initial 25 more graduates attracted to the region Sunderland and Easington, the city is at the assessment of the role of Sunderland’s geographical heart of the LCEA. port to establish the land requirements for Pilot schemes for innovative approaches to To be delivered by Aim 2 Sunderland’s offer to this sector. To further carbon reduction This is an opportunity to present the city as a national exemplar, promoting showcase diversify the city’s economic base, this Aim Improved community engagement and To be delivered by Aim 4 projects including electric vehicles, but also will build on the success of Sunderland community enterprise other low-carbon technologies and lifestyles. Software City (for which a sector plan is With the emergence of a cross-Whitehall already being deployed) to ensure a thriving Office for Low Emission Vehicles (OLEV), software development sector in the region, the city can take a leading role in policy and with Sunderland as its focus. strategy development, based on Sunderland’s A Marketing & Inward Investment Strategy will experience in pioneering this technology. build on the sector plans, to make certain the While low-carbon sectors present a clear city’s offer to these sectors is communicated opportunity to strengthen and diversify the effectively to potential investors, and to Sunderland economy, other existing sectors promote the city as an attractive location for will play an important role. New businesses low-carbon businesses. in new sectors may also seek to set up here. The development of Sunderland’s ‘Low The degree to which they receive specialist Carbon Technopole Hub’ around Nissan in support should be determined according to Washington will make the city a leader in their contribution to the vision set out above. electric vehicle technology. This will include an This Aim includes ways to help develop R&D facility alongside the test track at Nissan low-carbon businesses in Sunderland and is (potentially linked to the proposed national designed to ensure Sunderland becomes a network of ‘technology and innovation low-carbon place, nationally renowned for its centres’ designed to encourage and facilitate role in the low-carbon technology sector. commercialisation of new technologies); a ‘green collar’ training centre to address Sunderland and Nissan. The first stage of Sunderland’s Super Connectivity Project will new skills needs and physical infrastructure the technopole development will place over provide the necessary ICT infrastructure to (including a rail link to improve export the next three years. This project is being attract low-carbon businesses to Sunderland. and import). delivered by One North East, Sunderland After analysing business requirements and The university and college will help to develop City Council, the University of Sunderland and feasibility, an open procurement procedure these sectors by delivering appropriately Nissan. will culminate in citywide deployment of a trained and skilled workers. This links directly The Council’s Business Investment team will connectivity infrastructure (this will incorporate to Aim 1 in terms of innovation and a more lead on the development and implementation city centre IT connectivity, which is addressed entrepreneurial approach to the city’s of the Marketing and Inward Investment in Aim 3). economic development. Strategy, with support from partners. We will implement a Low Carbon City Work on all three sector plans should be Campaign, with a range of promotional complete by March 2011. The project leads activities to encourage businesses and are the City Council (Business Investment residents to make changes to reduce their Team), One North East, the University of carbon footprint. This will include surveys to gauge the success of the campaign in terms of raising environmental awareness Outcome How will we know? and changing attitudes. It will also aim to More people employed in the target sectors Official statistics specifically engage large employers with a presence in Sunderland. The skills needs of target sectors are met When numbers in sector development plans Funding for charging points has already been have been achieved approved and pilot points will be in place by Sunderland established as national centre National Skills Centre for sustainable 2011. Project leads are the City Council, One of excellence in low-carbon sector skills manufacturing and green-collar jobs North East and Nexus. established (part of technopole); We will undertake initial feasibility work into 26 27 R&D centre for Ultra Low Carbon Vehicles low-carbon commercial buildings within (ULCV) established 12-15 months. The City Council is leading this project. Students qualifying in low-carbon related Completed courses in construction and disciplines green buildings; renewable energy A demonstration ‘low-carbon homes’ project technologies; battery or fuel-cell could be worked up in six months and technologies; carbon sequestration and implemented within 18 months but would geo-engineering; more start ups in the need funding. The Homes and Communities ‘green economy’ Agency and Gentoo would be involved alongside the City Council. We will finish research into the infrastructure A low-carbon place and power provision in existing commercial needs of software companies within six An Ultra Low Carbon Vehicle City Strategy premises. The Washington Business Centre, months – this will then be further developed will support the use of electric vehicles across located close to the centre of the Low Carbon by the Superconnectivity Project. Project the city. Putting charging points in the city Economic Area, will set an example for all leads are the City Council and One will promote their use. Our public-sector businesses in the area. North East. partners will be encouraged to use ULCVs in We will develop demonstration low-carbon The survey and campaign plan for the Low the delivery of public services and the strategy homes, focusing on retrofitting existing homes Carbon City Campaign will be completed will seek to extend the plans for low-carbon to be more energy-efficient. This will lead to within 3-6 months (funding permitting). The public transport. a blueprint for citywide rollout of low-carbon project lead is the City Council. Feasibility studies will provide a business case city villages. The Skills Centre, located in for introducing low-carbon measures into the Technopole Hub, will train Sunderland plans to develop and market new commercial residents in low-carbon construction. premises for initiatives such as combined heat 5. Aim 3 - ‘A prosperous and well-connected waterfront city centre’ Outcome How will we know? City centres are recognised as important This investment, combined with the property Low-carbon vehicles being adopted Number of charging points installed; drivers of city economies. They provide not already held by partners, means that despite number of electric vehicles registered in only a concentration of business, retail, leisure the current climate, the city is well-positioned the city and institutional activity but are often the to regenerate the following strategic sites: best locations for knowledge businesses, City recognized for pioneering approach to Commercial buildings winning awards • Former Vaux site and Farringdon Row - advanced business services and tourism. low-carbon buildings – commercial and for low-carbon excellence in design and to create a new central business district residential performance, with environmental Aim 3 is to improve Sunderland city centre is and to increase the number of people living performance statements; numbers of performance as an economic ‘motor’ for the in the city centre. new buildings achieving BREEAM city and wider region. • Crowtree Leisure Centre/Town Park “Excellent”; proportion of new housing With support from the other Aims, the city (Minster Quarter) - to create a new where Code for Sustainable Homes (CSH) centre will be strengthened as a business targets met ahead of building regulations; mixed-use civic space that connects a hub, as a place to visit, live and learn in. number of key places in the city, including reduction in average CO2 emissions of The city centre will take greater advantage new homes the Empire Theatre and the university city of its attractive waterfront location. It will be campus and provides the potential for Technopole ‘hub’ established with Serviced development land supply; R&D home to a new wave of companies and new further development of The Bridges concentration of facilities and development facility for ULCV established; businesses jobs. The employees of these companies will shopping centre. support the other parts of the city centre by land near Nissan engaging with the technopole (measured • City Campus - to provide learning, through numbers using facilities) providing demand for retail, leisure and other aspects. research, sport, arts and cultural facilities for use by the wider community. Renewable energy generation Exemplar renewable installations in place; A new city centre will help Sunderland retain more installed capacity of renewable or low more highly skilled younger workers. We want • Sunderland station - to create a new carbon energy; more businesses generating it to be a more attractive and vibrant place gateway to the city. 28 energy on their own sites to live and work and for it to use its assets of • Sunniside - to continue the development 29 people and place - in particular the waterfront of a dynamic and distinctive mixed quarter, Low-carbon city campaign and culture More organisations with carbon-reduction - to complement other regional cities. Aim programme in place targets, or carbon-management including businesses, niche retail, quality 3 will make Sunderland better connected restaurants and family living. accreditation; more residents and and more accessible to its surrounding businesses aware of low-carbon communities, the wider region and beyond. • Stadium Village - to create sustainable city aspirations and accessible sporting, health, education Our Aim is for Sunderland city centre to and cultural facilities of national repute. acquire three essential qualities: • St Peter’s/Bonnersfield - to link assets • Prosperity such as the candidate World Heritage Site, • Distinctiveness Sir Tom Cowie University Campus and to act as a gateway to the seafront. • Connectivity In order to maximise the social and economic Prosperity benefits of investment in the city centre, it is In order to create the number of jobs that vital to write effective city centre management generate improvements to shopping and and maintenance regimes. Well-maintained, leisure in Sunderland, we need to develop the safe, attractive and vibrant cities inspire civic former Vaux & Farringdon Row sites fully. pride, build investors’ confidence and attract customers. The Sunderland Arc (Sunderland’s urban regeneration company), the City Council and their funding partners have made good progress on acquiring sites (such as the former Vaux site and those in Stadium Village and Sunniside). Outcome How will we know? Outcome How will we know? Stronger economic and employment role More jobs in city centre offices A low-carbon city centre Proportion of new development built to for the city centre sustainable construction standards, in excess of building regulations; city-centre Better commercial property performance in Commercial property yields and rents employers with carbon reduction targets, or the city centre Carbon Trust standard supply to the city centre from low-carbon energy sources Improved city centre vitality and viability More pedestrian traffic in the city centre at (measured in megawatts installed) different times of the day; more diverse use of city centre; fewer vacant or unfit Public spaces that are well used and Increased public and business satisfaction, street-level properties well loved together with recognition through the achievement of awards for the quality of More people living in and around the Official statistics public realm and cultural/art activities; more city centre independent specialist shops. More city centre trade ‘Catchment comparison’ expenditure retained by the city centre; retail ranking; Connectivity buildings and spaces that are low- visitor numbers to top attractions Sunderland city centre can only be carbon exemplars for others to follow; integrated sustainable transport, such transformed by making it more attractive as electric buses and charging points Distinctiveness of memorable public areas will attract to private investment. We will concentrate and other facilities to encourage the investment and young people. on the handful of target locations with the Sunderland’s waterfront could be one of the uptake of electric vehicles; better safer greatest investment potential and the greatest greatest assets of a city rich in high-quality Sunderland’s leisure and cultural facilities street design, that encourages walking opportunity to raise perceptions of the city. 30 public open spaces and activities. But it is have improved in recent years with the and cycling and; attractive and safe 31 unexploited. development of the Empire Cinema and Public funding and effort will therefore be public spaces and events and festivals concentrated on specific investment corridors to promote their use. Securing World Heritage Site status for St bowling complex on the edge of Sunniside in that will serve the following key functions: Peter’s will enhance the profile of the city 2004. The city must build on new and existing • Providing an investment focus on and the proximity of the seafront to the city assets to augment the public and private • Connecting both new and existing ‘doing a few things really well’ rather centre can be used to improve perceptions facilities it already possesses and link them assets such as the transport than trying to solve all the problems that of the city. In the short term, more will be by better use of public spaces. An Events interchange to Fawcett Street and face the city centre at once. and Festivals Programme will bring visible done on the riverside. The city centre lies The Bridges via Vaux to the waterfront These corridors broadly cover the area at a point where the river gorge is at its cultural activity into these spaces, in particular seafront area. Connecting them the riverside and the university campuses so below and include the route between the most impressive, so we will try to use the through public realm improvements transport interchange, Vaux, and between gorge’s visual splendour to encourage new more students visit the city centre. This will and by transport modes, broadband lead to increased spending, which will, in turn, the university’s City and Sir Tom Cowie development along the river. and wifi but also emotionally by ensuring campuses. produce a ‘buzz’ in leisure and employment. that the surrounding local communities The city centre must offer more exciting believe that the city centre is also serving spaces for people and business. The creation their needs and desires. • Integrating the ‘city campus’ with the city centre through the new buildings and facilities; new measures for pedestrians and cyclists and environmental improvements along key routes. • Promoting a place made for people with high-quality low-carbon living and working environments, in attractive 6. Aim 4 - ‘An inclusive city economy - for all ages’

This Aim will guarantee that all residents and to promote Sunderland as ‘a national hub get the best opportunity to be a part of and of the low-carbon economy’. A planned approach to creating and and investors to demonstrate Sunderland’s benefit from the city’s economy. reinforcing better transport links from the potential and engender confidence that This approach to regenerating the city’s ‘city villages’ (see Aim 4) to the centre will partners, especially in the public sector, Sunderland cannot become more prosperous neighbourhoods starts by recognising that help keep local expenditure in Sunderland will deliver their part of the agreement. We unless residents are able to access new the city consists of around 60 neighbourhood and give better access to city-centre jobs. must persuade businesses to help design employment opportunities and earn wages ‘villages’. Each possesses its own special A network of green infrastructure, including programmes and projects and support them that can be spent in the city. Sunderland also character, even though some appear more superfast broadband, electric vehicle charging in their day-to-day and longer-term business needs its workers to stay in the city. There is cared-for than others. We want to re-establish points and public transport, will strengthen needs. already a strong focus on ensuring access to some of that village ‘feel’ and celebrate it as a Sunderland’s low-carbon credentials. Key The investment corridor strategy will start to opportunity and reducing unemployment. part of life in Sunderland. This programme will gateways and corridors will be upgraded to be implemented within the next three years. Sunderland’s living environment and housing work to understand and support the facilities support a focus on better transport to the city This work will be led by Sunderland City must also improve if they are to meet the and activities that contribute to a successful centre and the Low Carbon Economic Area Council and involve the university and other desires of an increasingly affluent population. ‘city village’. (LCEA) Technopole (see Aim 2). partners. With this in mind, we are developing a Local At the same time, it is vital that more people An engagement strategy and programme will Investment Plan (LIP) for the city, which will are helped back into work and into better- seek to build relationships with developers set out our housing priorities and reaffirm paid jobs. An Employment Strategy will the importance of housing to our economic therefore be developed with partners, building Outcome How will we know? success. The Economic Masterplan will link on our success in getting people into work. with other strategies to ensure that barriers to Positive overall experiences for city Ask customers and residents their views on As part of getting people into employment employment such as ill-health, crime, low self- centre users accessibility, environmental quality, safety, we will: work with employers and jobseekers esteem and inadequate transport are tackled shopping, and their overall experience of to match the right people with the right jobs; alongside employment and skills. the city centre tackle issues that inhibit people from working; In particular, Aim 4 will need to identify the support people once they have a job; and 32 Better IT connectivity Number of businesses accessing high- communities that suffer the greatest encourage enterprise at a neighbourhood 33 bandwidth network economic deprivation in the city and establish level. how we can close the gap between them and This strategy should ensure people in Better public transport connectivity in and Number and frequency of buses accessing the rest of the city. We will also consider other around the city centre the city centre; improved car parking; Sunderland are able to find jobs and increase groups who struggle to find employment in extension of city centre’s immediate their wages, not only in the target sectors the city. catchment area (within 40mins) but also through enterprise and in the wider There are four components to this Aim: economy. This will help to bridge the poverty gap that exists in the city. • Engaging neighbourhoods in the new economy. The Health and Wellbeing sector appears to offer employment opportunities for people • Developing city enterprise. of widely varying skill levels. An ageing • Taking a strategic approach to raising population and demand for greater choice skills. are driving changes. It is likely that a range • Attracting and retaining young people in of organisations will be involved in delivering the city. Health and Wellbeing services. These are likely to include social enterprises, Engaging neighbourhoods in the new commercial mutuals and community-owned economy organisations. Sunderland already boasts The Economic Masterplan sets out the need a large network of these. Nearly ninety for a comprehensive approach to regenerating organisations employ over 1,000 people and communities across Sunderland, to help the have a combined turnover in excess of £20m people in those communities to engage in per year. Additional opportunities for social the wider economy of the city, to make them enterprises are likely to exist in environmental attractive places where people want to live industries, arts and culture and food. These organisations will need appropriate on the work of the pilot project, which looked A strategic approach to raising skills • Develop a curriculum that gives people business support. It is also important to at ways to target recruitment and training, The city’s future depends on educated, the skills to make themselves identify the career routes into this sector. primarily for construction projects, to enterprising and ambitious people with the employable, then supports them as they Projections suggest that there could be an individuals from disadvantaged communities. skills to contribute to the city’s economy and move on to higher-paid work. additional 6,000 jobs in this sector by 2025. By the end of 2010 we will understand the the region’s labour market. The Skills Strategy • Promote career opportunities through If Sunderland were able to meet the needs of Health and Wellbeing sector in the city much will establish processes and interventions introductions to the world of work and its community and share successful business better and will start putting measures in place that, when delivered, will: greater employer involvement in college models and ideas with other areas, this figure for it to become a bigger part of Sunderland’s and university courses. could be even higher. • Provide children, young people and economy. This work is also being led by the adults with the skills required to support The Skills Strategy will be in place by January The Employment Strategy will be in place by City Council. the growth and development of current 2011 and is being developed by a group of March 2011. Its development is being led by By March 2011 we will understand what and prospective industries. Training will partners involved in business, enterprise and the City Council. we have to do to make our ‘city villages’ cover skills ranging from green skills delivery, particularly the City Council, the A likely increase in public-sector successful. This work is being led by construction techniques to engineering University, Sunderland College and private commissioning will provide a mechanism for Sunderland City Council with particular and healthcare. training providers. improving local employment and skills support from Gentoo. • Include a focus on Science, Technology, development, over which public sector Engineering and Maths (STEM) subjects partners will have direct control. This will build in the city’s learning institutions.

Outcome How will we know? Outcome How will we know? Lower unemployment, especially in what Overall employment rate (The proportion of More working-age people with Official statistics were previously black spots people of working age who are in work) NVQ Level 3 and above People finding jobs and staying in work, Numbers of working-age people on benefits Sufficient high-quality skills provision Employer skills needs met 34 supported by their city across the city and particularly in the worst 35 performing neighbourhoods A larger proportion of the local community engaged in the economy of the city and region People getting into work and out of the Average residence-based weekly earnings bottom earnings quartile

Developing city enterprise It will include supporting enterprise at a The citywide Enterprise and Innovation neighbourhood level, building on the success Strategy (see Aim 1) is a prerequisite for of the Sunderland model’s neighbourhood- Sunderland to become an ‘entrepreneurial based ‘talent scouts’, to ensure that setting university city’. This will be a multi-layered up a business is a viable alternative to strategy addressing the lack of enterprise and working for someone else. entrepreneurship in Sunderland at all levels.

Outcome How will we know? More entrepreneurial neighbourhoods More business start-ups in deprived areas; enterprises being established or assisted through the programmes – and surviving

More entrepreneurship across the city New businesses in all areas 7. Aim 5 - ‘A one city approach to economic leadership’

Attracting and retaining young people of industries such as the creative sector. Because the Sunderland Economic Governance and Management Young people will be a particular centre Exploiting the ‘great outdoors’ will be part of Masterplan involves a lot of different agencies To give clear accountability, Sunderland City of attention in the employment and skills leisure and culture activity. Another element and policies, it has to be governed properly. Council Cabinet has authorised the formation strategies, but the challenge of attracting and will be the creation of an inspirational city We want a Masterplan that: of an Economic Leadership Board that will be retaining them will be addressed throughout centre, with ‘special places’ and good quality, • places economic vision at the heart of responsible for the Sunderland Economic the Sunderland Strategy. affordable housing across the city. policymaking. Masterplan and act as the commissioning Young people in the city will be supported by Sunderland City Council will complete the • has a strong political direction. body to fulfil its Aims. The Economic Local Investment Plan by September 2010, Leadership Board will make sure the the city’s engagement with schools as part • embraces a wide set of stakeholders. of the skill strategy. This means maximising detailing the links between housing and proposed actions take place on time and on productive, entrepreneurial opportunities for the Economic Masterplan and setting • gives greater confidence to the private budget. The Board will also have private- young people through ‘enterprise in schools’ investment priorities. sector and reduces investment risk. sector representation from important players in the city. support, city champions and the development • is based on strategic planning, not opportunism. The first step is to determine which current Outcome How will we know? activities will be replaced by activities in the We want the Aims of the Economic Delivery Plans. More young people (15-29) living and Official statistics on ages of residents; also Masterplan to become embedded in the city’s working in the city better housing, with a higher proportion of public policy. They need to be considered in homes in Council Tax bands C – H all decisions with implications for the city’s economic development. There are three More graduates living and working in Number of residents qualified to at least stages to making the Masterplan part of Sunderland – whether they graduated here NVQ Level 4 (Degree Level) policy: or elsewhere (also addressed by Aim 1) Stage 1 - securing stakeholder and political support for the Vision and Aims. All children and young people in the city Number of young people not in education, 36 being suitably prepared for working life employment and training Stage 2 - securing commitment to the 37 Masterplan in economic decision-making. Stage 3 - aligning policy tools to support the Masterplan. We will write a ‘Reputation and Influencing Communications’ strategy to present a new, dynamic image for the city. City branding is found increasingly often in urban strategies and its importance should not be underestimated. A weak branding strategy (or no branding strategy) can have long-term negative consequences, while good branding can serve to transform a place. We will equip senior representatives across the city with appropriate skills to act as champions for the vision and to lead the city as a team. The second step is to improve how these Relationship to Council Cabinet: It was the activities are managed. Currently, effort is Council Cabinet that authorised the Steering spread across lots of teams and bodies. We Group to develop the Economic Masterplan will reorganise the activities in line with the and it will be the Cabinet that provides the diagram below: democratic authority and has ultimate accountability for the Masterplan. Sunderland Economic Masterplan Relationship to the Sunderland Governance and Delivery Partnership: We must integrate the Economic Masterplan with existing Council Sunderland Sunderland Partnership (LSP) strategies, Cabinet Partnership plans and structures. The Economic Masterplan therefore replaces the Prosperous City chapter of the Sunderland Strategy. Economic Leadership Board The Economic Leadership Board will Delivery become part of the Sunderland Partnership Improvement Board with responsibility for the entire economic prosperity remit. The Economic Prosperity Delivery Partnership will sit between the Economic Leadership Board and the delivery Economic Prosperity Delivery Partnership teams, and ensure that partners combine to fulfil the Aims. In particular, that group will ensure that the delivery teams for the first Aim 2 team four Aims work together and communicate Aim 1 team Aim 3 team Aim 4 team low carbon university city city centre inclusive city properly. For that reason, the leader of economy 38 each Aim team will be part of the Delivery 39 Partnership. The membership of all groups will be considered in line with the changes to the role and function of each group. Single Investment Delivery team for: physical projects, developer relationships and marketing to investors (All Aims and city wide) Relationship to Government: The Economic Leadership Board will need to develop even stronger relationships with We will establish linked teams – one for each We will also consider whether the teams need Government departments and agencies as Aim – to bring together the agencies involved: dedicated resources. This will take different regional tiers are removed. Among others, • The ‘university city’ team (Aim 1). forms, depending on the nature of the Aim. these will include: Business, Innovation and Skills; Communities and Local Government; • The ‘low-carbon economy’ team (Aim 2). We will establish an investment delivery team, it will be the focus for all aspects of physical Work and Pensions; Children, Families and • The ‘city centre’ team (Aim 3). and investment delivery associated with the Schools; Culture, Media and Sport; and the Homes and Communities Agency. At the time • The ‘inclusive city’ team (Aim 4). Masterplan and will have a remit that covers the whole city. of production, the Coalition has made several These teams, with expertise and influence announcements about the creation of Local from many different agencies, will co-ordinate It is vital that the organisations developing Enterprise Partnerships for ‘natural economic the plans for each of the Aims and report the Economic Masterplan are committed areas’, though the White Paper relating to to the Economic Leadership Board on their to delivering it too. To make certain of this, these has not been published. Consideration progress. Given the number of agencies we will write a collaboration agreement, will be given to the Economic Leadership fulfilling the Aims, it may be appropriate setting out the Economic Leadership Board’s Board becoming a Local Enterprise to identify a sponsoring agency for each collective and individual responsibilities Partnership in this context. delivery team. For example, the University of regarding the Masterplan. Sunderland might be the sponsoring agency for the ‘university city’ team. We will consider this further. 8. How the principal strategies will work together 9. Performance Framework

Five principal strategies underpin the delivery The diagram on the following page describes Measuring Sunderland’s Relative plans: how the Sunderland Economic Masterplan’s Performance • Enterprise and Innovation Strategy. performance will be measured. Success in It will be important to measure Sunderland’s delivering each of the Aims will be measured • Inward Investment Marketing Strategy. economic performance in absolute terms as the plan progresses by a set of key (how fast does the economy grow?) and in • Employment Land Strategy. performance measures. Achievement of the relative terms against comparable cities and Vision will be measured by the successful • Skills Strategy. towns. We will adopt a three-tier system, delivery of a small set of high-level outcomes comparing Sunderland’s progress with three • Employment Strategy. that build on the achievement of the Aims. sets of three cities. The diagram illustrates how they will combine to provide a coherent framework that will Comparator category City/town support business growth, skills development and employment. ‘In the same boat’ Barnsley, Doncaster, Stoke Entrepreneurship: business leadership; the management ‘Grass is greener’ Bolton, Swansea, Wigan of innovation and knowledge ‘Rising stars’ Coventry, Derby, Plymouth

Barnsley, Doncaster and Stoke have been places of a similar size to Sunderland that the Skills Strategy selected as being ‘in the same boat’ as city can aspire to emulate. In March 2008, Sunderland economically. These cities before the recession, all three of the cities had provide a baseline against which Sunderland a stronger employment rate than Sunderland. can judge its performance. The cities were A third group of cities identified as ‘rising Strategy selected on the basis that they achieved a Inward Investment stars’ represent places that economically similar ranking in the Centre for Cities indices 40 Marketing Strategy might not be considered to be much stronger 41 Enterprise & Innovation and have a similar population size and than Sunderland, but are on a path which employment rate. means that they are likely to pull away “Seed sowing” for Basic Skills: entrepreneurs; Entry Level skills: A second set of ‘grass is greener’ comparator from the city over the next decade. These neighbourhood selected vocational cities were identified as having stronger cities – Coventry, Derby and Plymouth – enterprise qualifications economic performance than Sunderland were selected as having a similar ranking in Employment Strategy (e.g. HGV) despite having similar social characteristics Cities Outlook to Sunderland, but that have and industrial history. The three cities – experienced a higher rate of population Bolton, Swansea and Wigan – all came in the growth, a key indicator of a city’s direction of Employment Land Strategy top 45 in the Cities Outlook 2009 economic travel. The ‘rising stars’ may offer Sunderland performance index. They are not the super- some insight into policy options that it needs performers of the South, but these cities are to take to revitalise its economy. Employment and enterprise overlap where we The Inward Investment Marketing Strategy will be supporting new entrepreneurs at local will support all three (enterprise & innovation, level. For those who prefer to earn their skills and employment), while the Employment money as employees, both basic skills Land Strategy will arrange for the supply of training and vocational qualifications will be the land required by Sunderland’s new and available. We will improve development of growing employers. leadership and management skills and enterprise and innovation in line with our skills strategy. 42

High-level Sunderland EconomicMasterplanPerformanceFramework Key Performance Measures Vision Outcomes per head) creation (GVA More wealth • • • • • • university city’ Aim 1‘Anewkindof ‘An entrepreneurial university city at the heart of a low-carbon working. economic planningand university/city strategic commitment tojoint Make asustainable university places. Increase demandfor population). proportion oftheworkingage attainment toNVQ4(asa Increase educational sectors. investment by2015inpriority Increase collaborativeR&D and businesses. industry-based employment Increase knowledge population. VAT registrations per10,000 Increase thenumberof money making more More businesses • • • • • • • the low-carboneconomy’ Aim 2‘Anationalhubof part ofthelow-carbon economy. and businessesworking tobe Increase the number of residents management accreditation. reduction targets,orcarbon organisations withcarbon Increase thenumberof renewable orlow-carbonenergy. Increase theinstalledcapacityof employment intargetsectors. Increase thelevelofdistrict “Excellent”. buildings achievingBREEAM Increase thenumbersofnew performance statements. performance, withenvironmental carbon excellenceindesignand achieving recognition forlow- commercial buildings Increase thenumberof the city. electric vehiclesregistered in Increase thenumberof target sectors particularly in employment, Higher

regional economy’ the citycentre More jobsin • • • • • • city centre’ well-connected waterfront Aim 3‘Aprosperous and experience ofthecitycentre. residents’ viewsontheiroverall Improve customers’and amount offloorspace). uses (bynumber, typeand Increase diversityofcitycentre city centre. Increase pedestriantrafficinthe yields. Increase commercial property Increase employmentinoffices. the citycentre. Increase the proportion of jobs in qualifications with high-level More people

the city residents of of earnings Higher • • • • • • • economy -forallages’ Aim 4‘Aninclusivecity population). proportion oftheworkingage attainment toNVQ4(asa Increase theeducational C-H. homes inCouncilTax bands with ahigherproportion of Improve housingforresidents, the populationaged15-35. Increase the overall proportion of employment andtraining. young peoplenotineducation, Reduce thenumberof earnings. Increase averageweekly performing neighbourhoods). benefits (includingtheworst age peopleonout-of-work Reduce thenumberofworking- rate. Increase theoverallemployment benefits out-of-work people on Fewer

43 10. How will Sunderland change?

Sunderland will change in many ways as the place and their short-, medium- and long- What will happen in the Partners will have agreed plans for how to Economic Masterplan is put into action. We term results below. manage the city centre and for events and describe the key activities, when they will take first five years? festivals. Behind the Scenes Partners will have developed a skills strategy Years 1 to 5 of the Economic Masterplan to ensure that we have people in the city Sunderland’s Economic Leadership with the appropriate skills to support the • improving the city centre. Programme will start helping city leaders to businesses we are trying to attract. This will work together better. • establishing the Low Carbon Economic Area. be important in the short term, as the success The city will understand the needs of the city has in attracting offshore wind-turbine • making sure that local people benefit. businesses involved in offshore energy manufacturers, for example, must translate generation, electric vehicles, creative directly into employment for local people. industries, healthcare & wellbeing and Partners will have developed a robust Phase 1: Pioneering New Sunderland software. Partners will be working together to make Sunderland more attractive to employment strategy with routes into work those businesses. for all those who need help. Procurement in the public sector will include provisions to Partners will be working to an ‘Enterprise support and encourage contractors to employ and Innovation Strategy for Sunderland’ local residents. that will put entrepreneurship development programmes on the curricula of the city’s What will be different? schools, college, university and private People in Sunderland will be encouraged to training providers, provide better start- set up their own businesses and it will be up support for new businesses and help easier for those who want to. established small and medium-sized enterprises to grow. More jobs will be available in the city, in particular in the industries we have targeted, 44 A programme will be established to help 45 and residents will have access to appropriate businesses benefit more from the university, training. Students at the University of through knowledge exchange, more Sunderland will be able to take Masters internships and more research opportunities. courses in low-carbon related disciplines The Ultra Low Carbon Vehicle City strategy including Low Carbon Vehicle Technology. will be in place, and partners will be working We will have installed charging points for together to make sure the city is supporting electric vehicles in Sunderland. drivers of low-carbon vehicles, and that companies across the city are using ULCVs The Nissan LEAF will begin to be as fleet vehicles etc. manufactured in Sunderland with improved access to the Port of Tyne for export. We will introduce more energy efficiency measures to all plans to build new commercial The city centre will be more attractive and premises. This will identify significant energy events and festivals will entice visitors and LCEA TECHNOPOLE HUB & CHARGING POINTS LCEA EXPRESS LINK SATELLITES PILOT PROGRAMME FOR UPGRADE METRO TO PROVIDE users in up to three locations and – with students. CENTRED ON NISSAN COMMERCIAL ZONES SUPERLINK TO NEWCASTLE STATION, & PIONEER CITY VILLAGES EAST COAST MAINLINE & AIRPORT their agreement and that of the property It will be easier to cross St Michael’s Way from owners – package them as low-carbon the university to the city centre. investment opportunities. LCEA AREA RAIL LINK LC CITY VILLAGES – PIONEERS LOW CARBON GREEN & An electric shuttle bus will run from the two LEAMSIDE LINE RE-OPENED AND PRIORITISED GROWTH – NEW WATERFRONT INFRASTRUCTURE The Low Carbon City campaign will LINKED TO TYNE PORT ECONOMIC, LEARNING & LIVING PROTECT & PLAN MOVEMENT university campuses to the hospital and the OPPORTUNITIES LANDSCAPE & BIODIVERSITY SPINES encourage people and businesses to reduce AND GREENBELT seafront. their carbon footprints and raise the city's

LCEA ICONS : WIND TURBINES CITY CENTRE KEY GI ASSETS profile as a low-carbon hub. ENERGY ICONS AT NON-SENSITIVE CITY CENTRIC GROWTH FOCUSED ON PLAN FOR ENHANCEMENT OF GATEWAYS TO SUNDERLAND LINKING UNIVERSITY TO CITY CENTRE IMPORTANT ICONS, PARKS AND In the city centre, partners will be developing AND WHOLE CITY TO WATERFRONT NATURE RESERVES our approach to the investment corridors and work will be under way at the planned sites. Years 5 to 10 of the Economic Masterplan What will happen in years • Diversifying the city centre. 5 to 10?

• Nurturing the Low Carbon Economic Area. Behind the Scenes The port will begin to be developed to • Connecting communities to economic opportunities. meet the needs of the emerging offshore wind sector. Phase 2: Growing New Sunderland The Low Carbon Technopole site will have expanded to include a research & development centre, and a ‘green collar’ training centre. A significant volume of businesses will have moved to the technopole, both as part of the Nissan supply chain and to benefit from the technopole’s facilities. Sunderland will share its expertise in low-carbon vehicles with other regions. Sunderland will be seen as a national low- carbon exemplar from which other cities can learn. Development will continue in the city centre, within the defined investment corridors. Design options will have been developed for 46 47 the Minster Quarter.

What will be different? Businesses in the city centre and at the technopole will have access to high-speed digital connections. Businesses in the target industries will be able to recruit people and find the best sites and premises locally. Residents will have a variety of new jobs open to them and will be able to train in

NURTURING THE LCEA EXPANDED TECHNOPOLE CHARGING POINTS skills ranging from low-carbon construction TECHNOPOLE HUB ADVANCING WEARSIDE EMPLOYMENT, ROLLED OUT THROUGHOUT EXTENDING LCEA SITE & LOW CARBON HOUSING, ‘RIVER WEAR techniques to Masters courses in low-carbon INFRASTRUCTURE AROUND NISSAN CANYON ADVENTURE PARK’, LINKED NORTH & SOUTH BANK related disciplines. VIA NEW BRIDGE Routes into the city centre will have improved. LCEA RAIL LINK LCEA GREEN & WATERFRONT Development will have started in Station EXTEND LEAMSIDE LINE TO SERVE INFRASTRUCTURE BIGGER TECHNOPOLE REALISE THE LANDSCAPE, Square and at the Minster. WALKING/CYCLING & QUALITY BUS INFRASTRUCTURE TO INTEGRATE CITY VILLAGES INTO CITY CENTRE AND Young people in Sunderland will learn about TECHNOPOLE the University of Sunderland at school, CITY CENTRE LOW CARBON CITY VILLAGES CITY CENTRIC GROWTH FOCUSED ON (SECOND WAVE) and should be keen to attend college and LINKING UNIVERSITY TO CITY CENTRE PRIORITISED GROWTH – NEW AND WHOLE CITY TO WATERFRONT ECONOMIC, LEARNING & LIVING university. OPPORTUNITIES & UNIVERSITY PRESENCE Years 10 to 15 of the Economic Masterplan What will happen in years More people will visit Sunniside, leading to more leisure facilities, small businesses • Growing the city centre. 10 to 15? and housing.

• Strengthening the Low Carbon Economic Area. Behind the Scenes The banks of the Wear in the Panns Bank location will be physically connected making it The city will be planning for the next 15 years easier to reach the north of the river, with the • Transforming external perceptions. of economic development. National Glass Centre and Marina, as well as What will be different? creating an area of waterfront cafés and bars. Phase 3: Sustaining New Sunderland The city centre will be much improved. The former Vaux site and Farringdon Row will be redeveloped, creating an attractive place to work and bringing new jobs into the city. Developments along the investment corridors will link the university campuses to the city centre, making it easier for people to visit the north side of the river and enjoy the attractions. The ‘Park axis’ will run from north to south through the city centre, from Stadium Village on the north of the river to the former Vaux site, then down to Mowbray Park. A new area – the ‘Minster Quarter’ – will have been developed at the crossroads of the two 48 axes, bringing together the university’s City 49 Campus, the Empire Theatre, The Bridges and the historic Minster within an environment supported by businesses including retail, dining etc. At the former Vaux site, a new central space will be a focal point for the city and link the site to the rest of the city centre. A park will be built to make the most of the dramatic but isolated open space at the River Wear level between Vaux and Farringdon Row.

SEAFRONT CITY CHARGE POINT At the north of the axis, Stadium Village will GROW THE CITY CENTRE ALONG THE COMMERCIAL ZONES SEAFRONT TO EXTEND UNIVERSITY EXTENDED & NEW ZONES CREATED offer leisure facilities of national repute and OFFER & RADICALLY TRANSFORM PERCEPTIONS. LINK CITY NORTH high-quality housing. BANK WITH WEAR BRIDGE The east-west university axis will make FOCUSED VALUE ADDED PORT REINVIGORATED SEASIDE TOWN MAINTENANCE HUB FOR OFFSHORE A SEASIDE RESORT & FOCUS ON stronger connections between Sir Tom Cowie RENEWABLES NEW ROLE – LEISURE/ SUPPORTING UNIVERSITY CITY MIXED USE and the City Campus. High Street West, Union Street, Fawcett Street and Green Terrace, Blandford Street, Athenaeum Street CITY VILLAGES – FINAL WAVE EXPANSION OF CONCEPT TO will all offer new leisure and retail facilities. SMALLER NEIGHBOURHOOD & NEW SETTLEMENTS Station Square will have new buildings facing a new and improved square. 50 51