So what can the High Street do to counter the threat of cloning and out-of-town shopping? Well, the most effective way has been to redevelop their consumer landscape so that it mimics the features of out-of-town shopping.

Nottingham is a successful example of a C.B.D (Central Business District), that has rebranded itself in the face of competition, by encouraging economic diversification, whilst improving its environment through regeneration and gentrification.

So what has Nottingham achieved?

Access

Remember good access will reduced the friction of distance, attracting people from a wider catchment area.

• Over four thousand parking spaces.
• Good public transport links, two buses companies, a Rapid Transit System (with expansion plans), Park and Rides, and good rail links to regional and national cities.
• Bus lanes, to encourage people out of their cars during the daily commute and encourage shoppers at peak times.
• Two major bus stations.
• 260 licensed taxi, particularly important for those entertainment seekers.
• A good network of cycle routes.

Shopping

Nottingham is the third strongest retail centre in the country.

• Two undercover shopping centres, Victoria and Broadmarsh. Broadmarsh is ready to begin redevelopment.
• One undercover arcade in the Council House, housing niche and exclusive shops.
• A wide range of brand name multiples and exclusive niche designer outlets in a relatively small area.

Environment

Remember an attractive consumer landscape will attract shoppers, more shoppers means higher thresholds, thereby attracting big named multiples and niche brand shops to the city.

• A £7 million pound redevelopment of the Old Market Place.
• Historic building facades have been restored.
• There are strict planning controls on buildings that might change the skyline of the city.
• Pedestrianisation of major shopping routes, .I.e from Victoria to Broadmarsh.
• Over a 1000 bins, morning street cleaning and on the spot fines for litter droppers.
• Public art.
• Vegetation, it looks nice and makes people feel better. Nottingham has won the title ‘City in Bloom’ many times..
• Street Furniture, all uniform and Victorian in theme, embossed with the city crest.
• Water features and fountains.
• A regeneration of the canal area, a nice separation of the Law Courts and Inland Revenue on one side and bars on the other!
• Public facilities such as toilets.

Safety

Despite recent events, Nottingham is in my opinion a safe city, this has been aided by

• CCTV
• Street Wardens.
• Good lighting.

Leisure and Entertainment.

The city has also attempted to develop a twenty-hour population, by encouraging the consumer to come to the city not only in the day, but at night and into early in the morning!

• Multi-screen cinema.
• A range of pubs, bars and clubs, Nottingham is the top Stag and Hen destination.
• Licensed street artists.
• Theatre Royal, Concert Hall and the Playhouse.
• The National Ice Arena.
• Restaurants.
• A test match cricket ground.
• Two league football clubs. Random facts coming up! Notts County is the oldest football club in the world, whilst Nottingham Forest and Notts County are also the closest football rivals in the world!

Tourism

The city has also made much of its heritage, diversifying its consumer base.

• Nottingham Castle
• Tales of Robin Hood and Galleries of Justice.
• Old pubs such as the Trip to Jerusalem.
• Nottingham Caves.
• Lace Market.

Nottingham has attempted to maintain much of its original heritage, not demolished by post-modern town planners, see environment.

Special Events

Special events provide the consumer with another reason to visit the city, instead of for work and shopping, whilst in the city they might also visit shops and use services.

• Live music
• Themed markets
• Funfairs
• open air art installations.

Two questions,

How does Ilkeston compete?

What has Ilkeston done to its own environment to mimic the features of out-of-town shopping?

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Posted in General
Written on Thu, 03 May 2007 at 9:26 pm

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