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DR Ho RLEY ROW RLEY S ul
ANGER WOLV So HO Foreword & Aims 2
Like many other towns throughout the UK, Horley is affected by social and Consultation events economic change - significantly, the change in retail behaviour, new forms of We will be holding three consultation events aimed at reaching both residents and shopping and different consumer expectations. In addition, society is more mobile businesses. The purpose of these facilitated sessions is to gauge public response than it was fifty years ago, so today a small town like Horley will be in competition to the projects being put forward in this document and ask three simple questions: with neighbouring towns, instead of being able to co-exist happily as it may have done in the past. • What projects do you like? • A considerable amount of work has already been carried out to date by the Horley What projects don’t you like? Town Management Group. This work has consisted of a ‘Town User Survey’, • What’s missing? ‘Business Confidence Survey’ and the use of consultants to assess the public From this the Horley Town Management Group will produce an action plan with a realm and other factors that impact upon the customer/visitor experience. Three comprehensive list of projects highlighting its vision as to what projects are going focus groups were conducted as ‘Vision Sessions’ to gain further insight into local to be implemented, how they will be implemented and the timescales involved. people’s perception of Horley. Each year an annual report will be produced, stating what has been achieved in We now want you to help us identify the key projects that need to be delivered, to improving Horley physically and nurturing its prosperity. improve the town. Within this study there is some helpful background information about Horley and some of the causes of its decline in popularity. There is a survey laying out information regarding the public realm and other factors that affect the visitor, and finally there is a list of proposed projects. Some have come from the vision sessions and others have been used to great success in other towns.
Horley Town Centre Improvement Study Context 3
Horley is a medium size town, with a population of just over 23,000 people. Situated on the edge of Surrey, Horley benefits from close proximity to both Gatwick and the M23 Motorway with rail links to both London and Brighton and a wide network of bus services. Today, about a third of the population work locally, while another third commute south to Gatwick and Crawley, and the final third travel further to London, Redhill and Reigate. (Source: Profile of the Parish of Horley.) Easy to walk around with many recreational facilities, green spaces and waterways (such as the River Mole and Burstow Stream), Horley is a very green town. This, combined with numerous leisure activities, good schools and a variety of annual events such as the Horley Carnival and St George’s Day Fayre, appeals to people looking for the feel of a rural lifestyle. Historically, Horley has had a thriving town centre with an exceptionally large proportion of independent businesses including a wide variety of pubs, guest houses, hotels and B&Bs and a high percentage of independent retailers. Horley has suffered over the last 10 years with a drop in footfall in the town centre, a number of large employers relocating to other towns and many small businesses finding it hard to stay afloat. Horley is one of many UK towns struggling to keep up with socio-economic changes that are affecting the way UK consumers are using their towns. Development in on-line technologies, the down-turn in the economy and changes in consumer behaviour are calling into crisis traditional town models that have grown and evolved over centuries, challenging us to re-think the structure and purpose of our towns.
Horley Town Centre Improvement Study User Experience Audit 4
Scope Despite this however, the quality of the town centre is viewed by many as being unappealing both in terms of facilities on offer and overall experience. This is in The User Experience Audit covers the Horley Town Centre and focuses on area part reflective of the quality and decline of the built environment/public realm and in shown on the map below found within the triangle created by the A23, Station part connected to other issues such as a lack of cohesive town vision and strategy, Approach and Victoria Road. In addition to this area, it also includes the outlying the loss of large employers from the town, the changing patterns of retail and other precinct of Horley Row (not shown below). socioeconomic drivers like demographics. To provide a more coordinated and consolidated approach to support the local economy and enhance the built environment, the audit sets out to record the overall condition of the town centre under the following headings: Public realm - To visually review the state of the public realm and overall customer experience. Shops, shop fronts and frontages - To visually review the conditions of shop fronts and frontages (the area between the shop front and the curtilage), commenting also on the retail offer available to town users. Traffic and Movement -To review and identify any issues relating to accessibility and movement in the town centre - both in terms of pedestrian and traffic movement. Public Amenities - To identify the various amenities available to the community including public toilets. Heritage - To establish the heritage offer of the town and assess the associated benefits or opportunities. Planting and landscaping - To visually review the current levels of planting and landscaping within the town centre. Brand and communication - To review how Horley’s offer is being communicated As described earlier, Horley is a semi-rural commuter town that is seen by local to potential visitors and passers by (both on and off line). residents as a green and pleasant place to live.
Horley Town Centre Improvement Study User Experience Audit 5
Method
The level of user experience provided by Horley Town Centre directly affects the perception of the Horley and its ability to draw people into the Town. The study area as described under ‘scope’ (shown on page 4) is centred around the High Street and the section of Victoria Road between the High Street and the train station. In addition to this it also includes a number of outlying parades, the closest being the retail area within Station Approach, which is separated from the High Street by the underpass, and others including the parade in Horley Row, the parade on the A23 and the parade at the end of Victoria Road, adjacent to the A23. Working under the headings mentioned earlier, each aspect has been photographed and notes made to record the aspect, condition and opportunity. Different town user scenarios have been explored arriving through different entry points, from north to south and south to north, and from west to east and east to west; looking particularly at how potential users are being directed into the town, the accessibility of the town and how easy it is to move and navigate from place to place.
Horley Town Centre Improvement Study Findings: Public Realm 6
The quality of the public realm is extremely variable. Whilst many of the residential The town features minimal street furniture which vary in type and condition. There areas are attractive, the town centre itself lacks cohesion, creating an inconsistent are a number of benches dotted around the town (in the High Street, outside the look and feel. The majority of business premises are of mixed age and cover a Jack Fairman Pub and by the underpass) which provide areas for visitors to sit whole spectrum of design quality and aesthetic appeal, from some extremely tired down. Benches are good as they encourage those who are less mobile to use the and poorly designed buildings to some more attractive buildings, such as the retail town by providing a place to rest. There is a lack of cycle racks in and around the premises belonging to Collingwood Batchellor. town. By placing cycle racks in key locations, cyclists can be encouraged to cycle into town. Although the paving is in reasonable condition in some areas (such as Victoria Road), it is inconsistent in other areas, such as the pedestrian area within the High ‘The propensity to walk is influenced not only by distance, but also by Street and the parade of shops on the A23 which are substandard. This detracts the quality of the walking experience. A 20-minute walk alongside a from the appearance of the town and also creates accessibility issues with uneven busy highway can seem endless, yet in a rich and stimulating street, surfaces in some areas that can be hard to negotiate for wheelchairs or those with such as in a town centre, it can pass without noticing. Residential areas restricted mobility. can offer a pleasant walking experience if good quality landscaping, Other areas of the town are unsightly and provide a poor impression for first time gardens or interesting architecture are present. Sightlines and visibility visitors and local residents alike. These areas include, in particular, the main sight towards destinations or intermediate points are important for pedestrian lines on exiting the train station and on the bridge leading down to the traffic lights, way-finding and personal security...’ the underpass and surrounding area and the derelict car park in Victoria Road. The opportunity is there to provide a much more inspiring welcome for visitors exiting the train station and to improve the connectivity of the town by focusing upon improving unsightly areas which create a negative user experience.
Horley Town Centre Improvement Study Findings: Shops, shop fronts and frontages 7
The quality of shop fronts within Horley is generally variable. Although a small number of independents have taken pride in the external appearance of their shops, many others have not and the frontages of their shops look tired and dated with poor design quality, cleanliness, state of repair and finish. Although there appear to be no clear guidelines governing the style of shop fronts, this leads to a plethora of different style of fascia signs and frontages, despite the existence of the Horley Shopfront Guide. There are a small number of vacant shop premises. Poor quality shop fronts in conjunction with vacant shops, have a negative impact on the overall appearance of the town, creating a bad first impression and user experience. Together this negatively affects footfall into the town. Generally the frontages (areas between the shop and the pavement) are in good condition. Basic daily cleaning makes a difference to the appearance of the frontage and should be encouraged throughout the town. Other elements that negatively impact upon the user experience include the overall condition of the buildings (particularly those within key sightlines) and the state of the pavements (noted within the previous section). There are a large proportion of independent retailers in Horley (i.e. bike shops, motorbike shops, beauticians, hair salons, music shops, tattoo parlours etc) many of whom act as destinations and who succeed in attracting customers from further afield due to their specialist nature. Because these shops tend to appeal to niche markets, they often do not have a natural link to other shops within the town, leading to the overall perception of a fragmented retail offer.
Horley Town Centre Improvement Study Findings: Traffic and movement 8
Horley is generally perceived as a very accessible town that is easy to navigate with Whilst addressing these issues does not fall directly within the scope of this study, good public transport links both by train and by bus. there are certain opportunities which may be considered, such as reviewing the timings of traffic lights, re-evaluating traffic flow in relation to parking provision and By road however, Horley lacks presence and is very poorly signed with no direction actively promoting less invasive forms of transport for local residents (i.e. cycling). into the town centre from the Longbridge Roundabout. There is no clear directional signage from Smallfield Road to public car parks or the Town Centre and welcome/ It is important that these issues are looked at within the wider context of Town gateway signs are hard to see when driving past. This is something that needs to be Regeneration and Planning in order to monitor the situation and identify any addressed in order to incentivise visitors from outlying areas to come into the town. opportunities that may be influenced by new developments. Congestion is a problem in Horley, with a significant pinch point being the first Once in Horley, way-finding is sporadic. Although there are many public footpaths two sets of traffic lights after the railway station when entering the town via and cycle paths that are generally well signed, there is a lack of direction for visitors Victoria Road. Increased traffic volume at peak time leads to frequent queues new to the town. Amenities such as the public toilets are very poorly signed and at these points. With part of this route formed by the bridge leading into a road difficult for visitors to find. There are information boards with a town map in the with buildings lining either side, road widening is not a realistic option. Alternative main car parks, but they are not always located prominently and there is a lack of methods of dealing with this issue will need to be found. finger post direction from the car parks. A build-up of traffic can have a negative impact upon the pedestrian experience as Pedestrian and disabled access is generally good, with the exception of certain vehicles idling at junctions can lead to increased car fumes and air pollution. areas of pavement and the crossings previously mentioned. However, due to the age and design of some premises, disabled access is not always guaranteed. This section of the route is also viewed negatively by pedestrians, with elderly residents often struggling to cross the road in time before the traffic lights change.
Horley Town Centre Improvement Study Findings: Public amenities / Heritage 9
Public amenities Heritage
The public library situated in Victoria Road offers free wifi, room hire, printing and Whilst Horley benefits from a number of green spaces (Church Meadows, Emlyn photocopying, access to on-line learning, one to one computer skills support, Meadows, Riverside Garden Park and Riverside Walk), sports and leisure clubs archive, fax services and events (rhymetime and storytime events). It is open from (Horley Leisure Centre, Horley Football Club, Horley Hockey and Cricket Club) and Tuesday to Saturday and is free to join. recreation grounds (Horley Recreation Ground, Yattendon Road Recreation Ground and Court Lodge Playing Fields) which provide facilities for outdoor leisure activities Other public amenities include a number of banks and cashpoints, the health centre such as football, basketball, bowls, skateboarding and outdoor tennis; these sit on situated in Kings Road and the Post Office located in Martin’s. The Young People’s the outskirts of the town centre and so do not draw people into the town. Centre at the Old Fire Station offers support services for young people, along with a spacious internet cafe (printing, scanning and copying - all FREE), a large studio, The Town Centre lacks a strong heritage and attraction offer, with the Archway radio station/recording suite and meeting rooms. Theatre representing the only cultural attraction. Instead visitors staying in the many B&Bs in Horley have to look further afield for heritage and attractions. Public toilets are located in Consort Way but are difficult to find for those new to the town and are in need of improvement. In response to this, local business groups such as Horley Chamber of Commerce and Horley Association of Traders (HATS), along with various charity groups, put Horley has 5 main car parks: High Street Car Park, Central Car Park, Victoria Road on a number of events throughout the year which help to encourage people to use Car Park, Library /Kings Road Car Park and the Station Car Park. In addition, the town. These include events such as Horley Carnival, St George’s Day Fayre parking is available in both Lidl and Waitrose. and Christmas Fayre, as well as some music events. More still needs to be done to Much of Horley’s parking provision is significantly under-utilised, with usage having persuade local residents, commuters and visitors to use the town on a regular basis. dropped by 10% from 2011/12 to 2012/13. There is the opportunity to draw upon Horley’s history in terms of famous Horley and local heritage such as Haroldslea Mesolithic site to create a stronger heritage offer.
Horley Town Centre Improvement Study Findings: Planting and landscaping / Branding and communication 10
Planting and landscaping Branding and communication
In addition to its beautiful green areas such as Church Meadows, Emlyn Meadows, Although well loved by local residents, Horley is poorly perceived by potential Riverside Garden Park and Riverside Walk, Horley has a very active ‘Horley in visitors from nearby towns. This perception is partly due to Horley lacking a defined Bloom’ Committee which is now in its 20th year and is a regular participant in the brand identity and point of difference with which to promote itself. It also lacks a South & South East in Bloom competitions. consistent communication strategy. During the summer, hanging baskets are hung from lampposts in the High Street From a visitor’s point of view, there is very little to tempt you into the town, whether and in other key focal point locations around the town, bringing the Town Centre to on-line or when driving past. Indeed, in both cases, your attention is directed away life. Further planting is located in the High Street and by the Oasis Cafe next to the from the town. When approaching Horley from the A23, it is possible to miss underpass. There are also trees planted along many roads within Horley. Horley all together! In addition to what is already in place, there is the opportunity for a lot more Where there is communication promoting Horley, it is disjointed and inconsistent, planting in and around the Town Centre in appropriate locations. This would help both in terms of ‘look and feel’ and in terms of tone of voice and messaging. While to reflect the green look and feel, characteristic of the outskirts of Horley, within groups such as the Horley Chamber of Commerce, HATs, the Town Council and the Town Centre which has a much more built up feel due to the characteristics other websites are working independently to promote Horley, there is no unifying and nature of the buildings and car parks. Additional planting projects would also brand and communication strategy to tie it all together and make it easier for help to amplify Horley’s status as a green rural town, creating a point of difference potential visitors to engage with. between Horley and other neighbouring towns. A strong brand identity and a consistent communication strategy are needed in order to promote Horley effectively and to attract increased footfall into the town.
Horley Town Centre Improvement Study Upton Brand Guidelines © Upton Town Partnership / Discover Frome logo © Frome Town Council Consultation 11
Over the last 12 months we have been reviewing Horley to gain knowledge and Reigate and Banstead Borough Council recently carried out a survey to identify the insight into how Horley is perceived by local residents and town users in order to breakdown of retail categories in Horley and this showed 26% of retail businesses understand their needs, to set a benchmark for the town and to identify short term are categorised as comparison, whilst only 12.5% are categorised as convenience. project priorities. So whilst there are a greater number of comparison shops, town users are predominantly choosing to visit Horley for their convenience shopping. This reflects Methodology the perception of town users that there is not a strong enough mix of shops to meet their needs for comparison shopping. The qualitative research and quantitative data within this report have been gathered Business confidence survey – using the following methodologies: 80 surveys, distributed via local business groups and hand delivered to local retailers. 24 businesses responded, with the majority of • An AMTi benchmarking exercise to measure 12 key performance indicators 86% being small businesses employing less than 5, 23 were independents and only 1 conducted by Metamorphosis and HTMG, multiple. There were 17 retailers, 7 food and drink and 1 financial/professional service • Focus group ‘Vision Sessions’ conducted by Metamorphosis. business. 67% of the businesses have been in the town for more than 5 years. Town user survey – a face to face street survey was conducted with 100 town Most traders felt that the decline in footfall, rise of internet shopping and the users, stopped at random. pressure of rates and rents and car park prices were all having a negative impact. Horley is viewed by the majority of town users as a friendly, safe and comfortable However, informal interviews and the User Experience Audit showed that many of place to live that is easy to access and easy to walk around. The major positive the independent retail businesses within Horley have a strong specialist offer and aspects of the town were seen to be the access to services, transport links, ease of act as destinations in their own right in order to attract their target customers. walking around the town centre, safety and convenience. The major negative aspects were predominantly those relating to the physical appearance of the town and the standard of shopping, leisure and cultural activities available. The majority of those surveyed were over 36 (83%), reflecting the age bracket the town attracts due to the type of shops. This also reflects the purpose of use with 35% using it for convenience shopping i.e. food, 20% for services such as banks and the library. 16% used it for work and only 8% used it for comparison goods such as clothes. Interestingly, although 47% found the physical appearance either poor or very poor, 77% rated the town’s cleanliness as good or very good. The car parks in Horley are under-utilised with numbers continuing to drop; this was reflected by the fact only 49% had driven to the town.
Horley Town Centre Improvement Study Consultation 12
Vision Sessions – three focus groups were held with local residents of Horley. Horley rates in The Horley community is incredibly passionate the top 10 “about the town and Horley is seen as a very Horley voted top places to live 10 in ‘friendliest in the UK positive place to live. One of its biggest town’ competition attributes is its sense of community, its College friendliness, its location, its traditions and the comes to Horley The Horley Saturday comfort people derive from living in Horley. Market celebrates its 5th ” Anniversary. It has grown People most valued Horley as being a friendly and from 10 market stalls to Archway Theatre over 60 every Sat morning welcoming town with a great community spirit. They Residents of announces the and attracts over 1,000 loved its greenness and believe it has great potential. Its Horley raise 1000s opening of on-site visitors every week cinema attributes were seen as rural, solid, reliable, friendly and for charity in BBQ down to earth. lunch event in the high street They see Horley as being better than rival towns in its Horley Market town England cross accessibility (it has great transport links and is easy to Recreation comes back country running access on foot) and its traditional and down to earth feel Horley gets Ground and town to life – championship to (is not a new town) and its incredibly strong sense of Lottery centre both win regeneration start from Riverside gold in South community. Funding complete Green Chain and South East Everyone who took part in the Vision Sessions agreed that in Bloom whilst the Town Centre currently did not reflect the kind Town Pavilion Covered unveiled – street of user experience that they would like to see (in terms market opens parties planned of retail offer, cultural activities and quality of the public this month Pop concert to with live music realm), they did feel very strongly that Horley had great be held in Horley potential and would like to see it flourish. Recreation Ground As part of the session participants were asked what they would like the local paper/ social media headlines to be in 5 years’ time, opposite are some examples of what they would like to see for Horley:
Horley Town Centre Improvement Study Proposals 13
Feedback from the surveying and benchmarking exercises and the focus group Existing retailers have to be sure they are offering appealing and, if possible, vision sessions has shown that the following six areas are seen by the Horley distinct products. The town survey identified one of the major negatives for town community to be vital to improving the customer experience and economic vitality users was the standard of shopping. of Horley. Drawing nationals in to towns with declining footfall is very difficult and creates a vicious circle of what should come first, the nationals or the footfall. One way to Improving the retail offer break this is to ‘grow your own’. Steyning in West Sussex has been very successful Town users and retail businesses alike are keen to see a more connected retail at this through a private enterprise called ‘The Cobblestone Walkway’. Cobblestone offer that meets the needs of local shoppers, providing variety and value for money. started with just a few small traditional units immediately off the High Street. With Feedback focuses on three key areas:- a large open area behind some shops, the owner spotted a gap in the market. She installed a series of wooden summer houses, decorating them and making the • Bringing more key attractors into the town to create a cohesive offer (suggestions whole space look very creative. With £150 a month rent and a two months’ get-out include ladies clothes shops, menswear shops and M&S). clause, would-be entrepreneurs found the right opportunity to trial their businesses. • Encouraging more independent niche businesses into the town to complement the Now with over 30 units in the walk, it has become a destination in its own right and existing offer and to set Horley apart from neighbouring towns such as Crawley several businesses have now moved on into their own High Street shop. and Redhill (desired shops include gift shops, shoe shops, greengrocers). Many people would like to see support for start-up businesses in order to achieve this. • Identifying ways to support existing niche businesses (suggestions include better promotion of the existing offer, more financial support for existing businesses through rate and rent relief).
Horley Town Centre Improvement Study Images © Cobblestone Walk Proposals 14
Improving the ‘look and feel’ of the public realm With various developments going on, the hard landscaping may benefit from some Section 106 contributions, or the Community Interest Levy which should be in place Improvements to the public realm are seen as critical to the overall customer by March 2016. For the softer improvements, these can be done via community experience of the town with many users feeling that Horley needs a ‘face lift’. arts projects such as creating art on the underpass and around the arches at the Suggestions include improvements to the pavements, buildings and shop fronts back of the train station. Landscaping can be improved via Horley in Bloom, but with the underpass seen as a key area needing attention. Finding your way into some towns such as Todmorden in Calderdale in West Yorkshire have gone several the town and once there, finding your way around, is made hard for visitors. Poor steps further. Starting off by planting herbs in public spaces, they now have a large signage to such facilities as public toilets make them hard for the visitor to find. programme called ‘Incredible Edible Todmorden’. They have taken to planting and Once found visitors may be unsure whether to be glad they did! growing vegetables and trees around town, they have planted several orchards and they are working with public bodies around town to use their land – like the fire station and the railway station. This has gone on to inspire the people of Bristol who have established ‘Incredible Edible Bristol’.
Horley Town Centre Improvement Study Images © Incredible Edible Todmorden Proposals 15
Improving the leisure offer
Creating a much stronger leisure offer is also seen as a top priority with town users wanting to see the introduction of a cinema and also much more leisure activities for teenagers and young families. Part and parcel of this is a desire for a more extensive calendar of regular town centre events and activities to draw footfall into the town (suggestions included music events and regular children’s events as well as tapping into national events such as the London to Brighton bike ride). Building on the theme of ‘Green Horley’, Brighton’s ‘Seedy Sunday’ is a great idea. Seedy Sunday, Brighton is the UK’s biggest and longest-running community seed swap event. In 2014 they had over 3,000 attendees swapping a massive 10,000 Photograph by Symon Reynolds Photograph by Luke Jerram packs of seeds. But this could be adapted to include plants and tools. Sometimes it is just letting people have fun in town. ‘Play me, I’m yours’ is such a project. In an artwork by British artist Luke Jerram, more than 1,300 pianos have already been installed in 45 cities across the globe, from New York to London, bearing the simple instruction ‘Play Me, I’m Yours’. Located in public parks, bus shelters and train stations, markets and even ferries, the pianos are available for any member of the public to play and enjoy. Who plays them and how long they remain on the streets is up to each community. Many pianos are personalised and decorated by artists or the local community. It is common in many commuter towns that the workers who travel away for their place of employment get back after the shops have closed and seek to use the weekend for family and relaxing times. It is important therefore to organise a level of events or schemes in the town that can be enjoyed by all. Cycle and heritage trails are great for this, especially if developed in an imaginative scheme. A good example of this is the ‘Seven seas fish trail’ in Hull, which commemorates Hull’s diverse catch landed by its fishing fleet. Around the town three dimensional representations of fish can be seen on the pavements, entrances to buildings and thresholds to shops. Different artists have made them from different materials, some from stainless steel, others burnt images into wood. The public is actively encouraged to follow the trail buying a brass rubbing kit from the Tourist Information Office to capture an impression of each fish whilst exploring the town.
Image © Seedy Sunday Image © Seedy Sunday Horley Town Centre Improvement Study Proposals 16
Parking
As with many towns, parking is perceived as a barrier to customer shopping. Horley has a large parking provision that is often underutilised. Whilst 50% of the town users surveyed saw parking in Horley as a positive aspect, with 33% seeing it as negative and 17% declining to comment, there were many comments suggesting that short term free parking would incentivise them to use the town. Other suggestions included more on street parking, motorbike parking and the development of multi-storey car parks to free up some of the central areas for alternative usage. Sadly, research has shown that moving from paid to free parking has never worked as a draw. Instead, it suggests we should be seeking to maximise what we can from our car parks. A key improvement would be signage to the shops and different methods of payment, such as pay-on-foot. This latter payment method encourages people to stay longer, spending more money in the town. With an oversupply of parking space, a longer term opportunity would be potentially to identify suitable sites for re-development, using the income generated from any redevelopment to fund community projects/facilities such as the Cobblestone Walk idea and/or an indoor market.
Markets
Lastly, many people felt that a covered market area or multi-use space would be of benefit in attracting footfall into the town and providing greater variety for shoppers. Suggestions included farmers’ markets, arts and crafts exhibitions, antiques markets and pop-up stalls, designed to showcase and support start-up businesses. One such event is Brooklyn’s (New York), Smorgasburg, known as ‘Brooklyn’s food flea market’. This event is a celebration of food and family time. With around 75-100 vendors offering all sorts of dishes, families are given a great time to be together at a low cost. It also enables would-be vendors the chance to test the market and develop their knowledge, skills and range of products. In America, Smorgasburg runs each weekend, hence the opportunity for up and coming entrepreneurs. Brighton’s Open Market is also a great local example of this.
Horley Town Centre Improvement Study Images © Brighton Open Market Proposals 17
With the focus group participants and the majority of town users surveyed being 1200mm 600mm local residents of Horley, it is also important to consider the key areas that affect the visitor’s perceptions of Horley. In addition to the points raised above, the User Experience Audit also highlighted three important priorities that need to 600mm be addressed in order to present Horley as an attractive proposition for visitors, outside businesses and investors: • Create a Brand Identity - Create a strong Brand Identity that the community feels
passionate about, identifying key messages with which to promote Horley. 1200mm • Create a Marketing Strategy - Put together a joined-up marketing and 600mm communications strategy to ensure all groups are working together to raise the profile of Horley town centre in order to attract more visitors and encourage more 600mm people to use the town. • Address the lack of Primary Signage - Address the lack of directional signage to the town centre from the Longbridge Roundabout and from Smallfield Road to the car park and town centre. Create a much warmer welcome and provide directional signage for visitors exiting the station.
Horley Town Centre Improvement Study Images © Upton Town Partnership Proposal matrixes 18
Improving the retail offer
No. Proposal Description
1 Town vision Develop a joined up vision that enables the town to move forward in a joined up way. 2 Brand Identity Create a brand identity that the community feels passionate about, identifying key messages with which to promote Horley. 3 Marketing Strategy Enabling the town to promote itself in a joined up strategic way, maximising the impact of its message. Develop and utilise an inward 4 Identify potential retail businesses from other towns who would be keen to open a second shop. investment database 5 Implement retail skills training Develop a programme of retail skills sessions including 1-1 advice. 6 Loyalty card scheme Develop a loyalty card scheme that incorporates most of Horley’s shops, cafes and restaurants. Identify a suitable building or land were start-up retailers can trial their concepts with low cost rents and easy in and easy 7 Establish a retail incubation centre out contracts. 8 Business Improvement District (BID) Investigate the potential and suitability of a BID for Horley.
Improving the public realm
No. Proposal Description
Shop fronts quality/standards Set out clear guidelines to ensure the architectural character of the shops is not eroded through insensitive signs, shop 1 manual fronts and other external decorations. 2 Paint the underpass Develop a community arts project to clean up and paint the underpass. 3 Paint the arches Further community arts project to paint and brighten up the arches. 4 Way-finding strategy Develop a way-finding strategy to inform the improvements to signage in the town. 5 Signage Improve the town’s signage as per the way-finding strategy. 6 Refurbish Public Conveniences Refurbish the public conveniences including auto flush and removal of communal areas. 7 Community arts strategy Carry out a community arts strategy to inform the Borough Council’s Community Interest Levy funds. 8 Incredible Edible Horley Encourage the planting of fruit and vegetables in the public realm as done in Todmorton. 9 Planting and soft landscaping scheme This is a very popular element of the street scape and will enhance Horley’s rural feel. This can also include living roofs and walls.
Horley Town Centre Improvement Study Proposal matrixes 19
Improving the leisure offer
No. Proposal Description
1 Community cinema Identify suitable building or land to develop a community cinema. Establish existing tourism strengths and identify potential areas for growth. Identify weaknesses and develop programme 2 Develop a Tourism Strategy to address issues. 3 Seedy Sunday An annual seed, plant and gardening tools swap event. 4 Play me, I’m yours Instruments in the public realm that allow residents and visitors to have fun whilst shopping. Establish the breadth and depth of historic context and provide the basis for any further heritage led development 5 Audit of heritage assets e.g. heritage trail. Develop a new heritage trail and 6 Ensure a clear and accessible interpretation of Horley’s heritage. interpretation Appraisal of cultural assets and 7 Involve special interest groups e.g. theatre, arts and sports and develop a programme of public events. organisations
Improving the parking offer
No. Proposal Description
1 Car Parking Strategy Complete a strategy that identifies the usage of each car park, pricing options and possible surplus car parks. 2 Parking payment methods Identify and implement differing payment options to make paying for parking easier and price appropriate. Identify appropriate car park for re-development to bring forward community projects such as the retail incubation centre 3 Re-development and the indoor market.
Horley Town Centre Improvement Study Proposal matrixes 20
Improving the markets offer
No. Proposal Description
Appoint an Events and A large part of Horley’s success will rest on its ability to run a series of markets and events that draw not only its residents 1 Markets Manager but also visitors from nearby towns. The running of these will require a manager. 2 Indoor Market Identify suitable building or land for an indoor market. 3 Farmers’ Market Establish a regular Farmers’ market. 4 Antiques Market Establish a regular Antiques market. 5 Themed markets Establish a series of different markets such as arts and crafts, gardening and books. 6 Smorgasburg Establish a regular Sunday food flea market. 7 Markets & Events promotion Establish a what and when diary of markets and events promoted via social media, local newspaper and local web sites.
Horley Town Centre Improvement Study Realisation / Funding / Conclusion 21
Realisation Conclusion
The proposals in this study were influenced by the views expressed through the Horley is a commuter town that holds great affection for its residents. vision sessions and best practice in other towns. Ideas need further development With good road and rail connections, it enables great access to and from London and approval, but aim to create an attractive environment and a prosperous town. and other towns and therefore has great potential. Though it could do with some Realisation will require several stages. The first will be to produce a vision document development such as an incubation centre for start-up retailers, most of it is which will include an action plan based on a series of short, medium and long about making more of what it has got. What is required is a series of simple but term objectives. Although the proposals have been presented in a structure which appropriate high quality measures. Improving the public realm and the retail offer covers five main aspects of the town (Retail Offer, Public Realm, Leisure, Parking with a series of good and well-run events will enable Horley to attract more people and Markets), the eventual action plan may suggest a different set of measures and to visit and shop. interventions depending upon the feedback gained from the public consultations. The most important ingredient for Horley is that its residents and businesses get In any event, it is important to accept that whilst some improvements such as the behind this project and with support from the local authorities and other agencies, signage will require technical and financial involvement from Surrey County Council, Horley can become an even better town. other initiatives can be implemented directly by residents and businesses easily and at little cost. One example here would be some form of collective retail promotion or Acknowledgements improved standards of retail display. The Horley Town Management Group would like to thank Andy Lynch, Funding Kim Hewett, James Baker, Clive Howick, Chris Sharville and Alan Jones from the Horley Town Improvement Steering Group, Ellie Kidson from Metamorphosis, Once the action plan has been agreed, it will then be possible to develop the Kenrick Garraway from Business Without Barriers and Gail Turner from Frogjuggler. proposals and relevant budgets for the work. To that end, help and guidance will be And the following organisations who kindly supplied some of the required from Reigate and Banstead Borough Council and other agencies to access photographs in this report: funding from The Local Enterprise Partnership, English Heritage, The Heritage Lottery Fund and other funding streams. Where possible, the programme of works • Horley Chamber Of Commerce should be constructed to exploit funding already allocated for works such as • Horley Town Council highway or street-scape improvements. On an individual basis, Horley and District • Incredible Edible Todmorden Chamber of Commerce may also be able to support independent retailers with specific issues such as the development of e-commerce. • Street Pianos • Longer term, the idea of a BID (Business Improvement District) may become Seedy Sunday appealing. A BID is where an area is defined and those businesses within it agree • Brighton & Hove City Council to vote for an increase in their business rate, by way of a levy. The levy is retained • Upton Town Partnership locally and used to fund specific measures agreed by the members. At this stage • it is unlikely to succeed, but if the aims of this study are met and Horley’s footfall Frome Town Council increases, there may be greater confidence in the local retail economy to make a • Reigate & Banstead Borough Council BID viable and attractive.
Horley Town Centre Improvement Study