Scottish Urban Regeneration ForumNo Small Matter - 15/05/2007

Kirsten FrancisMarket Towns and Services Specialist Advisor

One NorthEast

• Context

• Market Town Activities– Investment Strategy– Work in Berwick– Market Town Distinctiveness

• Worst performing economy of any English region:– Low productivity levels– Not enough businesses– Worklessness – Deprivation– Need for higher skills– Decline of traditional manufacturing employment– Demographics– Limited connectivity– Regional delivery of national policy– Housing offer meets the needs of previous industrial structure

as opposed to knowledge economy

North East - Challenges

• Focus investment on the economic hearts of our region through City Region Development programmes

• Complement activity in the City Regions by Developing and Implementing a Strategic Approach to Market Towns

One NorthEast Response

• 5,00 – 20,000 population

• Rural

• Economic Centre and Service Centre

• Currently 12 towns, Berwick – Wooler

• Local Development Trusts

Market Towns

• Strategy for Investment in Market Towns

• Master Planning and Visioning in Berwick

• Market Towns Distinctiveness Project

Specific activities

Strategy for Investment in Market Towns

Influenced by South West Market and Costal Towns Programme

• Prepare plans for the future covering all aspects ofcommunity life in their towns and surrounding rural areas

• Develop their skills and organisational capacity to beeffective partners

• Share good practice and learn from local, regional,national and international experience

• Secure funding and professional assistance through brokerage

Market towns in the North East will be sustainable, enduring and active contributors to the development of regional prosperity by working in partnership with the city regions to achieve shared objectives

Strategic Intent

One NorthEast effectively deploys its skills, knowledge and resources to ensure flourishing, diverse local economy

One NorthEast plays a leadership role in bringing the segments together to deploy skills, knowledge and resources.

Role of the RDA

•Great Potential – “Mini Edinburgh”•History of Non Delivery•Gillespies produced a Visioning Document •Great Plans but capacity is a problem•Capacity Study with Kevin Murray Associates•Delivery mechanism – various options

Berwick

Berwick Community Devt TrustCharitable statusCommunity links

Berwick Borough Council

statutory rolelandowner Delivery

ManagementMechanism

Steering GroupStrategic lead

ONE

EHNCC

NSPLSP

GONE

DeliveryPlan Leadership Physical

development (Phase 2)

Work with Businesses

Skills IT Coms, branding and marketing

Tourism

Delivery Mechanism

BACKGROUND• New Economics Foundation – Clone Town

and Ghost Town Publications• Culture North East Report     

“An examination of the diversity and distinctiveness of the retail environment in the North East of England” Culture North East Sept 2005

• One North East engage Miller Research to work on three pilot towns– Alnwick, Barnard Castle, Guisborough

Market Town Distinctiveness

• Literature Search • Market Research Focus Groups • Research What Investors are looking for • Studies of Successful Market Towns • Key Findings Report • Survey of the Three Towns • Produce an Agreed Action Plan for each Town • Produce Best Practice Tool Kit

Main Elements

The Mix that Creates Distinctiveness

Measuring Distinctiveness

HISTORIC ENVIRONMENT

LOCAL INDEPENDENT SHOPS AND SERVICES

BALANCED BY ESSENTIAL RETAIL

LOCAL PRODUCE MARKETS

Physical/Aesthetic Survey

Visual Survey – Independent Retailers

Visual Survey – Food and Drink

Local Business Interviews

Mystery Shopper

Desk-top Assessment Markets’ Survey

Visual Survey – Food and Drink

Arts, Culture, Shows and Festivals Assessment

Markets’ Survey

L E V E L O F R E T A I L D I S T I N C T I V E N E S S

Mapping Distinctiveness

0 2 4 6 8 10 12 14 16 18

Welcoming

Friendly Service

Prepared to SpendTime

Knowledge ofProducts

Attention to Detail /Added Value

Score

Overall Score

Potential Score

Customer care

Key Performance Indicators

Plotting Distinctiveness

Action Plans• Place Making – Physical Elements• Place Management – People AspectsHow do we achieve this?• Partnership approach essential• Business engagement essential• Scarcity of funding• Currently exploring a range of options

– BIDS Academy

Action Plans

Capacity, Capacity, Capacity

www.distictiveness.co.uk

Thank You