The state of the nation's high streets and the tough times they are having, is attracting plenty of attention at the moment. Daily news bulletins are filled with how the high street is struggling with many brands going to the wall, or scaling back operations.
Here in the North East and in Newcastle in particular, this is not an issue that can be swept under the carpet, or underestimated. Newcastle is a city well known for its strong retail offer and retail spending alone adds £1 billion per annum to the region’s economy and employs over 10,000 people. Retail is hugely important not just for the employment opportunities it creates but for the crucial role it plays in helping shape the city.
Having a thriving retail scene with aspirational brands as well as a strong, independent sector alongside well-known high street names all contribute to the quality and variety of the city centre’s offer helping Newcastle maintain its place as one of the UK’s leading regional cities. It is in everyone’s best interests to support the sector and help it navigate its way through these unprecedented, challenging and changing times and perhaps most importantly to let high street businesses know that they are highly valued. NE1 Ltd is stepping up its support for the high street by appointing a new retail manager for Newcastle’s traditional retail core Northumberland Street and surrounding streets. Having a dedicated manager championing the area is an important step in the right direction and working closely with retail operators, property owners, the police and council enforcement, the new manager will help address some of the more immediate issues affecting the area.
Thankfully anti-social behaviour is not comparatively a major problem for the city but it is an on-going concern. It will be a job for the new retail manager to ensure that anti-social behaviour continues to get the focus it needs to minimise and eradicate the problem so people feel immediate improvements in the quality of the environment and recognise that it is being given the attention it deserves.
Another key part of the retail management role will be to work with business owners on initiatives to transform the area. NE1’s new retail manager appointment comes at a time when the Council is also looking to step up its support for the city’s traditional retail quarter.
Newcastle City Council is planning to make an appointment of a place maker consultant to transform the public realm in the city, working closely with businesses and property owners on schemes and projects to improve the retail core. A tender exercise is currently underway, attracting plenty of professional interest including from Europe, and the hope is that it will deliver exciting new developments and projects for the retail heart of the city.
Both NE1 and the City Council recognize that Newcastle’s continued success depends on creating the right environment to make retail work, from supporting existing retailers and brands, encouraging new ones to invest and creating the right balance of big brands with small independents to give the city its unique, authentic and quirky personality. Curating the experience is key. From the type of shops, to events designed to animate the city and give people more reasons to come into town are all among NE1’s plans for Newcastle.
An exciting summertime events programme is currently being drawn up by NE1 building on the success of last year’s pocket parks and temporary takeovers on Blackett Street and the Village Green equipped with life-size rhino on Northumberland Street. All these activities have provided a test bed for what works in the city, captured the public’s imagination and were extremely popular. This year the plan is to build on this programme and provide quality public spaces for people to sit, socialise and enjoy the city.
This type of activity is crucial in helping attract and retain both businesses and customers. The growth of online shopping has contributed to a monumental shift in shopping habits. There’s certainly more of this to come and, as a city, we need to respond. Many high street names are rationalizing their property portfolios with newcomers entering the market cautiously and selectively so we must work hard to ensure that retailers choose our city when deciding where to base a possibly reduced high street presence. Online shopping poses one of the greatest challenges to the high street. Add high rates and rents for prime high street sites, Brexit and whatever that brings, plus the current consultation about bridge tolls and clean air zones and that all adds up to a really tough environment for retail at the moment.
Imaginative operators are devising innovative and interesting new ways to use their store spaces. Agile retailers, weathering the storm, are those widening their appeal by building what experts call experiential retail, or ‘Retailtainment’ into their offer. Many have recognised that selling products is not enough when customers could just as easily buy online, they endeavour to build an experience around the purchase to win out over the Internet. Whether it is exceptional customer service, product trials and training or pop up cinemas, in-store restaurants or incubator space for new businesses – the shops that are succeeding and building high street presence are all upping their offer. Creating more reasons for people to come in store are the positives that are emerging from tough economic times.
Here in Newcastle, retailers are rising to this challenge and are galvanised. It is testament to the strength of the sector, and Newcastle’s famous ‘can-do’ attitude that ‘Retailtainment’ is thriving. As a city, we are a resilient lot, we respond well to challenge and we get on and do what’s necessary. Look no further than Fenwick’s rooftop Santa and cinema experience over Christmas, or Stack’s small container pods for independent retailers who wouldn’t normally be able to afford a high street presence, and much else besides, to see how far imagination, agility and really good customer service will go.
Newcastle takes its retail seriously and the city’s continued success depends on creating the best possible environment both in store and out on the streets to make retail work. It is in everyone’s best interests that operators, businesses and investors of all types work together to highlight Newcastle’s potential and reinforce the city’s credentials as a safe place to invest and one that will deliver a solid return.
