Westbury on Trym Benchmarking Report by Andy Fraser

WESTBURY ON TRYM BENCHMARKING REPORT ‐ 2013

(Stole Lane Community Garden, and Westbury in Bloom display)

WESTBURY ON TRYM BUSINESS ASSOCIATION in partnership with AMTi

EXECUTIVE SUMMARY The results of this Benchmarking Report provide an interesting insight into the views of those who run businesses or use the shops and services available in Westbury on Trym. In this Report the latter group is referred to as ‘Users’. The Report represents a serious attempt to canvass the opinions of business owners (over 70 responses) and Users (over 500 responses) and provides a good indication of their perceptions and views. The first part of this Report explains how benchmarking works and summarises the data that was collected. At the back of the Report we have provided a representative selection of the 1,100 or so comments that participants made when asked to come up with their Suggestions for improvements. We have grouped these by themes for ease of reference. The overall view of Westbury on Trym’s ‘Unique Selling Point’ (USP) is that it is a ‘Village within a City’, providing an environment with a community feel, attractive appearance and good accessibility; there is a good mix of comparison and convenience shopping, plus a small occasional market. The aesthetic appearance of Westbury on Trym is seen as a key component of the neighbourhood’s unique character; at the same time there are concerns about the appearance of some shop fronts. The majority of businesses are independents with few National brands, apart from Banks. There is also an above average access to financial and professional services. As a positive, 79% of Westbury on Trym Users said that the variety of shops was either good or very good. However there were a significant number of negative comments regarding the number of coffee shops and charity shops; they were seen as having a potential competitive impact on other businesses. Most shoppers visit to make convenience purchases, with most visits lasting up to an hour. Whilst available parking, either off street or on street, is higher than National and regional averages, it is a topic that dominates the agendas of businesses and Users alike. It seems most Users live locally given that half those surveyed currently access Westbury on Trym by foot. Although traffic did not surface as a top positive or negative, it did feature highly as an area of concern in many of the comments. Whilst the Survey reported that only 6% of people used public transport, there were numerous comments requesting improvements to services and a reduction in cost. It remains to be considered whether improved public transport would encourage more Users. Generally, businesses are reporting a position of stability, and growth in some cases, with the outlook the same for the forthcoming 12 months. Rents and rateable values are considered to be higher than in other areas. This puts pressure on existing businesses and may be a deterrent to those considering establishing new businesses here. The positive aspects are considered to be the prosperity of the local area and potential for local business. Equipped with the results of this Report, we look now to consult further and identify the practical steps and initiatives that can be taken for the benefit of our community.

AMT Town Benchmarking

2013 Report

SUMMARY Retail 

     



Consistent with both National and regional trends, the highest number of commercial units in Westbury on Trym are ‘A1 Shops’ (42%). However this number is notably lower than the average for National and Regional Small Towns (54%) whilst the figure for the second highest number of units is ‘A2 Financial and Professional Services’ (23%) is significantly higher for Westbury on Trym versus other National and Regional Small Towns (14%). The third highest number of commercial units was ‘A3 Restaurants and Cafes (10%) which is consistent with the National and regional averages. The majority of shops (74%) are classed as comparison shops i.e. all other retail versus convenience shops (26%) i.e. low cost everyday items. The National and regional averages indicate that an 80% ‐ 20% mix is normal. Shopping was the main purpose of 41% of visits to the Village; 87% of the shopping was convenience shopping. 25% of visits had as their main purpose accessing services. 79% of Westbury Users rated the ‘variety of shops’ as either ‘good’ (62%) or ‘very good’ (17%); a figure much higher than the figures for National Small Towns (52%) and the South West Small Towns (59%). 71% of respondents recorded that ‘shopping’ was a positive aspect of the Village Only 18% of respondents recorded the ‘shopping was a negative aspect of the village’ 54% of the A1 Shops in Westbury on Trym are ‘independent’ which is lower than the South West Small Town figure of 73%. ‘National shops’ that are considered to be key attractors represent only 2% whilst the classification of ‘Multiple & regional’ shops (45%) is higher than the National and regional averages (26% and 24% respectively). Within the defined area none of the ground floor commercial units were recorded as ‘Vacant’. The figure for South West Small Towns is 7%.

Footfall  

Footfall was counted at 4 locations in the Village and Stoke Lane. The number of market traders in the Village (12) is lower than the South West Small Towns figure (16). The existing market appears to have no impact on footfall.

AMT Town Benchmarking

2013 Report

Car Parking  The total number of actual car park spaces (150) is considerably higher than National and regional averages and the number of short stay car park spaces (91%) is considerable higher than the National (47%) and regional (49%) figures.  The number of street parking spaces is also vastly higher than National and regional averages.  vacant spaces for car parking on both busy and non busy days were significantly lower than National and regional averages whilst vacant street parking was consistent.  Car parking was considered to be the most negative aspect by Businesses of operating in Westbury on Trym (57%), which replicated the South West Small Towns (58%) trend as the top choice.  However, only 34% of the Westbury Users surveyed reported that ‘car parking’ was a negative aspect of the Village although only just over half thought it was a positive aspect.  About one half (49%) of Westbury users reported that they only stay for up to one hour  45% of people drive into Westbury on Trym and yet apparently 45% of people walk.  Only 6% take public transport suggesting that either it is the preferred mode of transport or that transport links are not sufficient.  Augmenting the pattern which emerged from the question on ‘negative’ aspects of the town centre, when businesses were provided with the opportunity to make suggestions to improve the towns economic performance, over half the respondents raised ‘Car parking’ as a key area most suggesting either more parking be made available or improved parking eg better control. The same comment was also a key theme in the Westbury Users survey.  Although there is no specific section covering traffic and transport, there were numerous instances where businesses and users highlighted traffic problems as cause for concern or area for improvement. Traffic flow and volume of traffic was seen generally as a negative aspect. Business Views 



Business confidence was mixed but tending towards being positive. A higher percentage of Westbury on Trym businesses (59%) compared to the South West Small Towns (43%) average reported that over the last year their ‘turnover’ had ‘increased.’ The picture is the same regarding profitability with 48% of Business users reporting an increase last year versus 36% of South West small towns. 13% of the businesses surveyed reported that compared to last year their turnover had ‘decreased’. 56% of businesses indicated they expected ‘turnover’ to ‘increase’ over the next 12 months, with only 8% expecting a decrease. These figures indicate a more favourable position for Westbury on Trym businesses compared with National and Regional values. Businesses in Westbury on Trym considered ‘potential local customers’ (68%), ‘prosperity of the Village’ (62%) and ‘geographical location’ (55%) to be the most

AMT Town Benchmarking

2013 Report

  

positive aspects of operating in the Village. The figure in regards to ‘prosperity of the Village’ was markedly higher than the South West Small Towns average of 45%. The same three criteria came out on top in both National and Regional surveys. ‘Rental values / property costs’ (36%) were considered to be the second most negative aspect of operating in Westbury on Trym (after Car parking – 57%) which reflected the regional view. Zone A Rents in a range of prime pitch locations averaged at £35per sq. ft. which is higher than the South West Small Towns figure of £29 per sq. ft. 29% of businesses reported that they had been the victim of crime over the past 12 months with theft recorded as the highest type. This is very consistent with the National and regional figures.

Westbury Users        

2/3 of people surveyed were female with the largest group being over 65 years of age Mirroring National trends the majority (73%) of respondents visited Westbury on Trym ‘once a week or more’. Only 3% of Westbury Users reported that they visited ‘once a month or less’ which was less than the regional average. An equal number of Westbury Users (45% in each case) travelled to Westbury by ‘on foot’ and ‘Car’; this compares with the South West Small Towns averages of 42% ‘on foot’ and 48% by car. 45% of respondents recorded that they normally spend over £10.00 on a visit to Westbury on Trym with 37% spending between £5.00 and £10.00. 96% of Westbury Users rated the ‘physical appearance’ of the Village as ‘good’ (60%) or ‘very good’ (36%); this is 15% higher than the South West Small Towns average. 96% of Westbury Users also rated the ‘cleanliness’ of Westbury on Trym as either ‘good’ (68%) or ‘very good’ (28%); this is 11% higher than the South West Small Towns average. The top three positive aspects of the Village were reported as: Access to Services (89%), Ease of walking around the centre (85%); Convenience (82%). These were the same top three for the National and regional averages. The most negative aspects of Westbury on Trym that were recorded ahead of Car Parking (34%) were Cultural Activities (41%) and Leisure Facilities (40%). However, those questioned rated the activities and facilities that were provided as good (63%) or very good (12%).

AMT Town Benchmarking

2013 Report

CONTENTS PAGE

KEY PERFORMANCE INDICATOR KPI 1: Commercial Units; Use Class KPI 2: Commercial Units; Comparison/Convenience KPI 3:Commercial Units; Trader Type KPI 4: Commercial Units; Vacancy Rates KPI 5: Markets KPI 6 and 7: Zone A Retail Rents and Prime Retail Property Yields KPI 8: Footfall KPI 9: Car Parking KPI 10: Business Confidence Surveys KPI 11: Westbury Users Surveys KPI 12: Shopper Origin Survey

Page Number 9 12 13 14 14 15 15 16 17 20 27

SUGGESTIONS 1 Generally 2 Transport and Parking

Page Number 28 34

AMT Town Benchmarking

2013 Report

INTRODUCTION THE APPROACH AMT Town Benchmarking has been developed to address the real issues of how to understand measure, evaluate and ultimately improve town centres. The approach offers a simple way of capturing data on 12 Key Performance Indicators selected by those involved in town centre management. By having the tools to measure performance, strategic decision making is both encouraged and improved. By considering performance, forward strategies and action planning can be more focused and effective. AMT Town Benchmarking licenses allow users to collect data on the 12 Key Performance Indicators from 1st January to 31st December in a systematic manner. All license holders are provided with a Town Benchmarking Handbook and associated data collection sheets to ensure standardization. Once the data has been collected it is sent to amt‐i, the research division of national membership organization and registered charity Action for Market towns for analysis and report production. THE SYSTEM The Benchmarking system is divided into two sections:  

Large Towns; consisting of those localities with more than 250 units Small Towns; consisting of those localities with less than 250 units

Towns, depending on their size, contribute to either the Large or Small Town analysis. Westbury on Trym with 154 units is classed as a Small Town. The analysis provides data on each KPI for the Benchmarked town individually and in a Regional, National and where possible Typology context. Regional figures are an amalgamation of the data for all the towns in a specific region. The National figure is the average for all the towns which participated in Benchmarking during 2013.The Typology analysis refers to the data for the individual town against all of the other towns who have been classified in the same typology by the Rural Evidence Research Centre at Birkbeck College. Westbury on Trym does not have a Typology. Information on towns contributing to Benchmarking in 2013, whether they are part of the Large or Small Town cohort, Region and Typology can be found within the Appendix.

AMT Town Benchmarking

2013 Report

THE REPORTS The Annual AMT Town Benchmarking report provides statistical analysis of each of the KPI’s. Individual towns are encouraged to add their own commentary to the analysis, noting specific patterns or trends and using local knowledge to provide specific explanations. The reports are used by a variety of key stakeholders such as local authorities, town and parish councils, local partnerships and universities to;       

Benchmark clusters of towns to ascertain high performers / under achievers understand their locality in a Regional, National and Typology context measure town centre performance year on year identify strengths, weaknesses, and opportunities for improvement measure the impact of initiatives and developments within the town centre act as an evidence base for funding applications create an action plan for town centre improvements

METHODOLOGY Each KPI is collected in a standardized manner as highlighted in the Table below. KEY PERFORMANCE INDICATOR KPI 1: Commercial Units; Use Class KPI 2: Commercial Units; Comparison/Convenience KPI 3:Commercial Units; Trader Type KPI 4: Commercial Units; Vacancy Rates KPI 5: Markets KPI 6 and 7: Zone A Retail Rents and Prime Retail Property Yields KPI 8: Footfall

DATA COLLECTION METHODOLOGY Visual Survey Visual Survey Visual Survey Visual Survey Visual Survey Valuation Office Agency/ Local Commercial Agents Footfall Survey on a Busy/Market Day and Quiet/Non Market Day Audit on a Busy Market Day and Quiet/ Non Market Day Postal Survey Face to Face Surveys/ Online Survey Shoppers Origin Survey

KPI 9: Car Parking KPI 10: Business Confidence Surveys KPI 11: Town Centre Users Surveys KPI 12: Shoppers Origin Surveys

Before any KPI data is collected the core commercial area of the town centre is defined. The town centre area thus includes the core shopping streets and car parks attached or adjacent to these streets.

AMT Town Benchmarking

2013 Report

KEY FINDINGS KPI 1: COMMERCIAL UNITS; USE CLASS It is important to understand the scale and variety of the “commercial offer” throughout the town. A variety of shops and a wide range of services in a town are important to its ability to remain competitive and continue to attract customers. Sustaining a balance between the different aspects of buying and selling goods and services ensures that the local population (and visitors from outside) can spend time and money there, keeping the generated wealth of the town within the local economy. Importantly, it forms the employment base for a substantial proportion of the community too, helping to retain the population rather than lose it to nearby towns and cities. The following table provides a detailed breakdown of each of the Use Classes. CLASS A1

TYPE OF USE Shops

Financial and Professional Services

Restaurants and Cafes

Drinking Establishments

Hot Food Takeaways

Businesses

General Industrial

B8 C1

Storage and Distribution Hotels

Residential Institutions

AMT Town Benchmarking

CLASS INCLUDES Shops, retail warehouses, hairdressers, travel and ticket agencies, post offices (but not sorting offices), pet shops, sandwich bars, showrooms, domestic hire shops, dry cleaners, funeral directors and internet cafes Financial services such as banks and building societies, professional services (other than health and medical services) including estate and employment agencies and betting offices Food and drink for consumption on the premises‐ restaurants, snack bars and cafes Public houses, wine bars or other drinking establishments (but not nightclubs) Sale of hot food for consumption off the premises Offices (other than those that fall within A2) research and development of products and processes, light industry appropriate in a residential area Use for industrial process other than one falling within class B1 (excluding incineration purposes, chemical treatment or landfill or hazardous waste) Warehouses, includes open air storage Hotels, boarding and guest houses where no significant element of care is provided (excludes hostels) Residential care homes, hospitals, nursing 2013 Report

C2A

Secure Residential Institution

Non Residential Institutions

Assembly and Leisure

Sui Generis (Unique Establishments)

homes, boarding schools, residential colleges and training centres. Use for a provision of secure residential accommodation, including use as a prison, young offenders institution, detention centre, secure training centre, custody centre, short term holding centre, secure hospital, secure local authority accommodation or use as a military barracks. Clinics, health centres, crèches, day centres, schools, art galleries (other than for sale or hire), museums, libraries, halls, places of worship, church halls, law court. Non residential education and training centres. Cinemas, music and concert halls, bingo and dance halls (but not nightclubs), swimming baths, skating rinks, gymnasiums or area for indoor or outdoor sports and recreations (except for motor sports, or where firearms are used). Theatres, hostels providing no significant element of care, scrap yards. Petrol filling stations and shops selling and/ or displaying motor vehicles. Retail warehouse clubs, nightclubs, laundrettes, taxi business, amusement centres, casinos, haulage yards, transport depots, veterinary clinics, dog parlours, tanning and beauty salons and tattoo studios.

AMT Town Benchmarking

2013 Report

The following table provides a detailed analysis of the commercial offering in the town centre by Use Class. The figures are presented as a percentage of the 154 occupied units recorded. A1 A2 A3 A4 A5 B1 B2 B8 C1 C2 C2A D1 D2 SG Not Recorded

National Small Towns% 53 14 8 4 5 3 0 0 1 0 0 6 1 5 0

South West Small Towns% 54 14 8 4 4 2 1 0 1 0 0 8 1 4 0

WoT% 42 23 10 5 2 1 1 0 0 0 0 11 1 5 0

AMT Town Benchmarking

2013 Report

KPI 2: COMMERCIAL UNITS; COMPARISON VERSUS CONVENIENCE A1 Retail units selling goods can be split into two different types Comparison and Convenience. Convenience goods – low‐cost, everyday items that consumers are unlikely to travel far to purchase. Defined as; 

food and non‐alcoholic drinks, tobacco, alcohol, newspapers and magazines

2. Comparison goods – all other retail goods. 

Books, Clothing and Footwear, Furniture, floor coverings and household textiles, Audio‐visual equipment, Hardware and DIY supplies, Chemists goods, Jewellery, watches and clocks, Bicycles, Recreational and Miscellaneous goods, Hairdressing

The presence of a variety of shops in a town centre is important to its ability to remain competitive and continue to attract customers. A balance of both comparison and convenience retail units is therefore ideal in terms of encouraging visitors / potential customers. The following table provides a percentage of the A1 Shops which sell mainly Comparison Goods/ Convenience Goods. Comparison Convenience

National Small Towns% 79 21

South West Small Towns% 80 20

WoT% 74 26

AMT Town Benchmarking

2013 Report

KPI 3: COMMERCIAL UNITS; TRADER TYPES The vitality of a town centre depends highly on the quality and variety of retailers represented. National retail businesses are considered key attractors and are particularly important in terms of attracting visitors and shoppers to a town. However, the character and profile of a town often also depends on the variety and mix of independent shops that can give a town a “unique selling point” and help distinguish it from other competing centres. A sustainable balance of key attractors and multiple names alongside local independent shops is therefore likely to have the greatest positive impact on the vitality and viability of a town. The following shops are considered Key attractors by Experian Goad. Department Stores BHS Debenhams House of Fraser John Lewis Marks and Spencer Mixed Goods Retailers Argos Boots TK Maxx WH Smith Wilkinson Supermarkets Sainsbury’s Tesco Waitrose

Clothing Burton Dorothy Perkins H & M New Look Primark River Island Topman Topshop Other Retailers Carphone Warehouse Clarks Clintons HMV O2 Superdrug Phones 4 U Vodafone Waterstones

Multiple traders have a countrywide presence and are well known household names. Regional shops are identified as those with stores / units in several towns throughout one geographical region only and Independent shops are identified as those that are specific to a particular town.

AMT Town Benchmarking

2013 Report

The following table provides a percentage of the A1 Shops which are Key Attractors, Multiples, Regional and Independent to the locality.

Key Attractor

National Small Towns% 6

South West Small Towns% 4

Multiple

Regional Independent

7 68

10 73

20 54

WoT% 2

KPI 4; COMMERCIAL UNITS VACANCY RATES Vacant units are an important indicator of the vitality and viability of a town centre. The presence of vacant units over a period of time can identify potential weaknesses in a town centre, whether due to locational criteria, high rent levels or strong competition from other centres. The following table provides the percentage figure of vacant units from the total number of commercial units. Vacancy Rate

National Small Towns% 8

South West Small Towns% 7

WoT% 0

KPI 5; MARKETS Good quality markets provide competition and choice for consumers. A busy and well‐used street market can therefore be a good indicator of the vitality of a town centre. Conversely, if a market is in decline (e.g. empty pitches reducing numbers), it can be an indication of potential weaknesses in the town centre e.g. a lack of footfall customers due to an inappropriate retail mix or increased competitor activity. Street markets can also generate substantial benefits for the local economy. Markets can also provide a local mechanism for a diverse range of local enterprises to start, flourish and grow, adding to the sustainable mix of shops services on offer throughout the town. The following table provides the average number of market traders at regular (at least once a fortnight) weekday markets within the locality. Av. No. AMT Town Benchmarking

National Small Towns 17 14

South West Small Towns 16

WoT 12 2013 Report

KPI 6 AND 7: ZONE A RETAIL RENTS AND PRIME RETAIL PROPERTY YIELDS The values for prime retail property yield and Zone A rentals are the “industry” benchmarks for the relative appeal of a location with its users and with the owners or investors in property. All real estate has a value and this value is based on the return on investment that can be levered out of the site. As these indicators rise and fall, they provide a barometer of success or failure and, because the same property dimensions are assessed to determine them, they can be used as an indicator of improving or declining fortunes for towns. In particular retail rents can provide a useful indication of a town’s performance and highlight how attractive it is to businesses. Conversely, where rents are falling it can be an indicator of decline. Zone A rents are expressed as £ per sq. ft. and the Prime Retail Property Yield is a Net Percentage figure.

Zone A Rents

National Small Towns 27

South West Small Towns 29

% Yield

WoT 35 9

KPI 8: FOOTFALL The arrival and movement of people, whether as residents, workers, visitors or a shopper is vital to the success of the majority of businesses within the town centre. The more people that are attracted to the town, the better it trades and the more prosperous the businesses in it become, provided there is ample available disposable income in that population. Measuring passing people in a consistent manner in the same place, at the same time builds up a picture of the town, its traders and their relative success over the weeks and months. The following table provides the average number of people per 10 minutes between 10am and 1pm from the busiest footfall location in the locality. Market/ Busy Day Non Market/ Quiet Day

National South West Small Towns Small Towns 122 112 90

WoT 119 120

AMT Town Benchmarking

2013 Report

KPI 9: CAR PARKING A large proportion of spending customers in a town centre come by car. In the rural setting, the car tends to be an essential tool, used by both those who come to spend and those who come to work. The provision of adequate and convenient car parking facilities is therefore a key element of town centre vitality. An acceptable number of available spaces with a regular, quick turn‐over for shoppers are the ideal while adequate longer stay, less convenient spaces for local owners/ workers and visitors must be considered too. The following tables provide a summary of the Car Parking offering;

Car Park:

Total Spaces: Short Stay Spaces: (4 hours and under) Long Stay Spaces: (Over 4 hours) Disabled Spaces: Not Registered Vacant Spaces on a Busy/Market Day: Vacant Spaces on a Quiet/Non Market Day: Illegal Spaces on a Busy/Market Day: Illegal Spaces on a Quiet/Non Market Day: On Street: Total Spaces: Short Stay Spaces: (4 hours and under) Long Stay Spaces: (Over 4 hours) Disabled Spaces: Not Registered Vacant Spaces on a Busy/Market Day: Vacant Spaces on a Quiet/Non Market Day: Illegal Spaces on a Busy/Market Day: Illegal Spaces on a Quiet/Non Market Day: Overall Total Spaces: Short Stay Spaces: (4 hours and under) AMT Town Benchmarking

South West Small Towns % 81

136

41 4 8 30

48 5 7 34

0 14 0 3

0 9 0 2

n/a

540

36 4 4 14

53 4 6 13

464 4 0 92

86 1 0 17

143

n/a

690

n/a

208

Nat. Small Towns %

WoT. No

WoT.%

150

2013 Report

Long Stay Spaces: (Over 4 hours) Disabled Spaces: Not Registered Vacant Spaces on a Busy/Market Day: Vacant Spaces on a Quiet/Non Market Day: Illegal Spaces on a Busy/Market Day: Illegal Spaces on a Quiet/Non Market Day:

40 4 7 28

49 5 7 30

464 18 0 95

67 3 0 14

157

n/a

KPI 10: BUSINESS CONFIDENCE SURVEY In regards to the ‘business confidence’ by establishing the trading conditions of town centre businesses, stakeholders can focus their regeneration efforts on building on existing strengths and addressing any specific issues.The following percentage figures are based on the returned Business Confidence Surveys.

59 18 2 12 10 11 6 83

South West Small Towns% 58 20 2 10 11 10 5 85

7 21 15 57

7 22 14 57

3 30 22 44

National Small Towns%

Nature of Business Retail Financial/ Professional Services Public Sector Food and Drink Other Type of Business Multiple Trader Regional Independent How long has your business been in Westbury Less than a year One to Five Years Six to Ten Years More than Ten Years

AMT Town Benchmarking

WoT% 44 32 0 11 13 13 7 80

2013 Report

Compared to last year has your turnover

Increased Stayed the Same Decreased Compared to last year has your profitability Increased Stayed the Same Decreased Over the next 12 months do you think your turnover will Increase Stay the Same Decreased What are the positive aspects of Westbury? Prosperity of the town Labour Pool Environment Geographical location Mix of Retail Offer Potential tourist customers Potential local customers Affordable Housing Transport Links Car Parking Rental Values/ Property Costs Market (s) Other

38 34 28

43 33 24

59 28 13

30 37 33

36 32 32

48 32 20

44 40 16

47 38 15

56 36 8

45 10 30 49 39 41 78 8 26 39 16 18 5

45 11 32 50 40 33 76 7 26 39 19 16 4

62 8 48 55 31 4 68 4 33 48 14 8 4

AMT Town Benchmarking

2013 Report

What are the negative aspects of Westbury? Prosperity of the town Labour Pool Environment Geographical location Mix of Retail Offer Potential tourist customers Potential local customers Affordable Housing Transport Links Car Parking Rental Values/ Property Costs Market (s) Local business competition Competition from other places Competition from the internet Other Has your business suffered from any crime over the last 12 months Yes No Type of Crime Theft Abuse Criminal Damage Other

17 6 5 7 19 7 3 10 14 53 35 10 18 33 39 7

15 7 4 9 20 10 3 11 12 58 34 9 18 33 41 6

4 8 0 8 20 17 3 17 16 57 36 5 17 23 23 5

26 74 72 13 39 6

27 73 72 13 34 3

29 71 70 22 35 4

AMT Town Benchmarking

2013 Report

KPI 11: WESTBURY USERS SURVEY The aim of the Town Centre Users Survey is to establish how your town is seen by those people who use it. By asking visitors, of all types, a more detailed picture can be obtained as what matters to regular visitors can be very different to someone who has never been to the place before. The following percentage figures are based upon the completed Westbury User Surveys.

National Small Towns%

Gender Male Female Age 16‐25 26‐35 36‐45 46‐55 56‐65 Over 65

38 62 8 10 17 19 20 26

South West Small Towns% 37 63 7 11 16 19 19 27

What do you generally Westbury for?

15 42 5 17 13 9

12 39 6 21 13 10

11 36 5 25 12 11

29 39 15 5 3 7 2

27 41 16 5 3 7 2

34 41 13 5 3 3 1

Work Convenience Shopping Comparison Shopping Access Services Leisure Other How often do you visit Westbury? Daily More than once a week Weekly Fortnightly More than once a Month Once a Month or Less First Visit

AMT Town Benchmarking

WoT% 31 69 6 8 15 17 19 35

2013 Report

How do you normally travel into Westbury? On Foot Bicycle Motorbike Car Bus Train Other On average, on your normal visit to Westbury how much do you normally spend? Nothing £0.01‐£5.00 £5.01‐£10.00 £10.01‐£20.00 £20.01‐£50.00 More than £50.00 How do you rate the physical appearance of Westbury? Very Good Good Poor Very Poor How do you rate the cleanliness of Westbury? Very Good Good Poor Very Poor How do you rate the variety of shops in Westbury? Very Good Good Poor Very Poor

AMT Town Benchmarking

37 2 1 53 6 1 1

42 2 1 48 6 0 1

45 3 0 45 6 0 1

3 13 26 32 20 6

2 14 27 34 18 5

2 16 37 32 12 1

17 58 20 6

19 62 16 3

36 60 3 0

16 63 18 4

18 67 13 2

28 68 4 0

8 44 36 11

10 49 33 9

17 62 20 1

2013 Report

How do you rate the leisure and cultural offering in Westbury? Very Good Good Poor Very Poor What are the positive aspects of Westbury? Physical appearance Shopping Restaurants Access to Services Leisure Facilities Cultural Activities Pubs/ Bars/ Nightclubs Transport Links Ease of walking around the town centre Convenience e.g. near where you live Safety Car Parking Markets Other

10 49 33 8

11 55 30 5

12 63 22 2

56 49 44 75 28 24 37 43

62 54 47 79 26 29 42 45

79 71 67 89 31 26 61 64

48 46 34 7

49 44 42 14

65 54 34 49

What are the ‘other’ positive aspects of Westbury? Most comments could be categorised as: 

Community feel / village atmosphere / flowers



Cafe culture / sociable place to meet



Breadth and variety of shops



Proximity to Canford Park



Accessibility / convenience / good parking

AMT Town Benchmarking

2013 Report

"A good compact community feel in Westbury " "A lovely village atmosphere." "Best place to live in the world." "Brings a community together. Local churches very good & 'together'. Brilliant primary schools. Wonderful flowers." "Character and sense of heritage. Buzzing atmosphere." "Character of buildings." "Desire a 'village' feel to Westbury" "Feeling of community." "Feels like a village." "Floral additions are lovely." "Flower baskets. Community feel." "Friendly good community." "Friendly people. Good variety of shops from 50p card shop to bakos!" "Friendly 'village' atmosphere. Well kept planting and flowers around war memorial and car park and shops." "Friendly village atmosphere." "Friendly" "Convenience" "Nice people" "Green spaces. Friendly atmosphere. Still feels villagey. Wonderful markets." "I would like to live here it's a nice place." "It is a community and still retains some aspects of a village outside a metropolis." "It is friendly & I live in the village so very convenient for me." "Seems like a village & not part of Bristol." "Everything is conveniently near ‐ facilities e.g. shops, banks, post office, cafes etc." "Everything within a short distance & good, clean, tidy shops." "General geographical presence." "Good bus links. Good access to motorways. Good access to City Centre etc. Canford Park” "I can walk to it. Car parking if needed ‐ but often full up." "You can park for free. Can always get a space. Please try to keep this."

AMT Town Benchmarking

2013 Report

What are the negative aspects of Westbury? Physical appearance Shopping Restaurants Access to Services Leisure Facilities Cultural Activities Pubs/ Bars/ Nightclubs Transport Links Ease of walking around the town centre Convenience e.g. near where you live Safety Car Parking Markets Other

29 42 28 10 37 37 27 22

22 38 26 10 36 31 22 21

4 18 16 16 40 41 17 13

13 39 29 12

13 41 22 19

11 34 30 61

What are the other negative aspects of Westbury? Most comments could be categorised as: 

Traffic / Parking problems



Closing times / evening activities



Appearance / tidiness



Wrong mix of shops / prevalence of certain types of shops



Poor access / public transport "Safety/Car parking ‐ One way traffic roads and multi‐storey car park required OR a bus service between Westbury and Stoke Bishop "Lack of safe crossing area Stoke Lane shops. Speeding drivers." "Parking difficult." "Current road works." "Parking. Workers parking." "Lack of parking." "Zebra crossing too near roundabout (into C. Lane). Village" "Parking is the main one & I think the Tesco Express will cause chaos." "Cars parking ON pavements in Stoke Lane. Lack of car parks. Speed of traffic." "Parking (or lack of empty spaces)."

AMT Town Benchmarking

2013 Report

"Traffic problem and parking" "Parking can be difficult." "Dangerous drivers need more slow down or speed limit signs." "Primary school parking." "Far too much traffic in village area. Village can seem dominated by it & pedestrians come a poor second. Crossing roads can be time consuming." "Not enough promotion of Stoke Lane & Westbury Village together in comparison to Henleaze high street. People drive through Westbury as a cut through & car drive very fast to avoid traffic lights on Falcondale, there are no 'slow' signs making it very dangerous. Co‐op "No where to park. Nothing open after 7pm. Bars are expensive & trying to be exclusive. Too many charity shops. Business rates stupid. Shops very expensive!"" Not good transport links direct to Frenchay & Southmead Hospitals. Chaos parking in Canford Lane ‐ shops ‐ buses." "No transport from the village into Stoke Lane." "Poor local/access buses into village. Car parking at capacity ‐ different when Tesco’s opens." "No public transport without taking 2 buses." "Very poor bus service from Charlton Mead area." "Cars." "Too much congestion (traffic). Too many commuters treat it as a massive car park." Very unreliable & infrequent & expensive buses to town etc."

How long do you stay in Westbury? Less than an hour 1‐2 Hours 2‐4 Hours 4‐6 Hours All Day Other

36 40 12 3 8 1

36 43 12 2 6 1

49 33 8 2 6 3

AMT Town Benchmarking

2013 Report

What do you think Westbury’s unique selling points are? Most comments could be categorised as: 

Village / community feel

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Family friendly

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Good non‐retail facilities

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Canford park / green spaces

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Good parking

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History

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Accessibility / convenience / transport links

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Variety and quality of shops "It is an attractive suburb close to the city yet with the 'feel' of a village. The flowers The sense of community" "A really 'village' atmosphere despite having such a range of businesses. A good feeling coming down Westbury Hill!" "A thriving village with its own identity so close to Bristol centre." "A village meeting the needs of the local community" "Attractiveness ‐ flower displays, cleanliness Village atmosphere ‐ compact Good variety of shops Local library Health centre Active clubs, societies, church events Large public car park Selection of eating places and pubs Good bus links" "Character and beautiful flower displays. Well maintained village centre. Oxfam book shop beneficial to the village as are coffee cars etc, "Village atmosphere. Different shops from usual high street." "Village atmosphere with local shops (butcher/baker/fish/greengrocer/hardware) and good range of eateries." "Independent shops Pleasant welcoming atmosphere Lovely flower plantings all year round and innovative vegetable plots this year The regular produce market which enhances the ""village"" atmosphere Range of active community groups Interesting history

AMT Town Benchmarking

2013 Report

KPI 12: SHOPPERS ORGIN SURVEY Everyone who completed the Shoppers Survey were asked to detail their postcode to provide evidence, on the day the survey was conducted, of where visitors to Westbury had travelled from. Analysis of these postcodes reveals:  

69% came from the BS9 postal district in which Westbury sits 16% came from the neighbouring BS10 area (Southmead, Brentry, Southmead)

and then much smaller numbers from other Bristol postcode districts. More people (6 shoppers) came from outside of Bristol than came from the Clifton (BS8) postcode (1 shopper). Analysing the BS9 postcode responses further indicates that   

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70% of the BS9 visitors were from Westbury itself 12% were from Henleaze 9% were from Sea Mills / Coombe Dingle and 9% from Stoke Bishop / Sneyd Park.

AMT Town Benchmarking

2013 Report

SUGGESTIONS ‐ GENERALLY What suggestions would you make to improve the economic performance of Westbury? Suggestions from the Businesses and Users Variety        

A better range of shops Develop distinctive niche so that people say 'I always go to Westbury for...' e.g. fresh local produce Better variety of shops both food and clothing More independent shops Need nice little shops Quirky shops Attract more people from outside Westbury‐ a good restaurant, a delicatessen and more fashionable shops More family orientated activities and businesses would add vibrancy and footfall

Many people said they wanted to see …  

A decent supermarket ‐ “a bigger supermarket would bring more people in” A decent delicatessen

Others said ‘Keep big supermarkets out.’ Comments about supermarkets included:  We need a cheaper supermarket  We need a Waitrose Several people made specific suggestions including  Restaurants  An Italian restaurant  More informal dining opportunities such as Grupo Lounge  Health food shop/vegetarian food shop/café  Dog friendly cafes  More seating outside cafes  More gift shops  A children’s clothes/toy shop for birthday presents I have to go to The Mall  A mobile phone shop  More ladies' fashion shops for the over 50's  More clothing boutiques ‐ vintage clothing  Gents outfitters. Children’s outfitters  Shoe shop  Beauty shop offering holistic/ alternative treatments AMT Town Benchmarking

2013 Report

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Healthier food retail outlets i.e less pasty/pie type shops 24hr shops

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More places to go in the evening Bars rather than traditional pubs A few more nice bars Cinema/theatre Shops staying open later Some more late night opening Shops opening earlier

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Others wanted to avoid the negatives they perceived …  Avoid the proliferation of charity shops, estate agents, hairdressers and coffee bars – a frequently expressed view  Make concerted efforts to hinder further invasion of Tesco/Costa type chains and support local businesses  Sort out the Post Office  No more coffee shops  No more charity shops Market Many people suggested the market should be moved – mainly to Carlton Court, but there were other ideas too:          

A good outdoor market Regular markets with a difference i.e. antiques memorabilia etc Move the monthly Market making it more accessible to all More frequent and bigger markets Bigger farmers market in Carlton Court Food Market re‐located to Carlton Court or more stalls Artisan market Pedestrianize the central part (outside Lloyds Bank) and have a local produce market there A fruit & veg market, weekly ‐ WoT village would be an ideal setting Christmas Market like the ones in Henleaze, Thornbury and Hanham

Reach all ages (and the disabled)   

More toddler groups! More kids shops/activities More extracurricular activities for children. Waiting lists for kids activities too long

AMT Town Benchmarking

2013 Report

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Something for the children as they will drag their parents there. Mobile small zoo/ farm for animals to pet, sounds crazy and if it is free then there will be interest. A venue geared to 14‐18 year olds A coordinated community structure More community events More for younger students e.g. youth clubs (not necessarily sport!) ‐ e.g. maybe music venue (small)? Better disabled access.

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Livelier evening outlets Make the Village appeal to younger people

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Facilities  Preserve Post Office and Library  KEEP and put more into the LIBRARY – excellent  Improve local secondary schools so there is a good social mix  Secondary School (State) critical to the success of Westbury on Trym  Ensure the sports/recreation facilities are maintained, improved  Improved community sports facility Amenities  I love Westbury as it is  I can’t think of any [suggestions] which is good!  It’s pleasant as it is  We need to improve the 'feel good' factor  Aim to have a Clifton village feel. Attract higher end shops.   

Need to update the place 'Wash and brush up' of some of the existing businesses frontages Some business frontages need rejuvenating

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Dog mess bins in GP's surgery meadow Maybe a few more seats? More benches Improve the lighting in the lane that runs from The Mouse pub to the side entrance of the village church

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More trees / greenery Private garden hedges trimmed back from the footpaths. Top of Waters Lane where cottage sticks out ‐ no hand rails on slope. Ban noisy early morning street cleaning & refuse collections to cafes Re‐open wildlife park

AMT Town Benchmarking

2013 Report

    

Would be good to know what activities are going on Revamp the notice board in Carlton Court. More notices about what's on Signs showing a list of shops in village Signage Control shop signs

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CCTV ‐ particularly outside the main Church on Church Road Improve policing at night More police foot patrols Neighbourhood Watch revived! Cleaning drains more regularly Organize better rubbish collection outside take‐aways in High Street ‐ foxes ‐ birds tearing refuse bags! Sweepers put a brush round the telephone boxes to the P.O. Pedestrianisation plan as prepared by SUSWOT Landscape landscape landscape Don't lose historic buildings to corporate giants

      Events

Comments from businesses included    

Looking forward to Xmas Event. Think will be great Events to encourage shoppers to High Street including young families More community events eg 1 per quarter. Easter egg hunt, Christmas parade/event, Street Party (closure of the road) Hold a few more community events ‐ duck races etc. I am a member of the community church ‐ we have done carol singing here and given out hot cross buns at Easter ‐ we would be keen to get more involved with events like this.

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Consider 'big' events Bring the 'make Sundays special' to WoT Would like to see Community events and clubs to give sense of community Create a walking trail to encourage people to walk and discover

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Suggest a neighbourhood ‘Front of House and Garden’ event

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More evening events after work. Non traffic day Pedestrian day

AMT Town Benchmarking

2013 Report

Stoke Lane      

Make Stoke Lane more included in events, information sheets and being part of Westbury on Trym Village Do you mean Westbury village or Stoke Lane or both??? Liaison needed. Westbury village is always very separate from Stoke Lane. Stoke Lane East side shops front area is a 'bitza'. Needs an urban design project. What did original plans in 1936 show for this frontage? Open a Post Office in Stoke Lane A Zebra crossing in shop (?) area ‐ to slow traffic. More floral displays in Stoke Lane

Canford Park     

In Canford Park, turn the pond into a water play area (like in St Andrews) Better toilets in Canford Park A splash park in Canford Park An outdoor swimming pool! Live music/band in the park (Bandstand!).

Promoting Westbury  A local website/ social media    

Promote the village further out More advertising of the village It’s not widely known as a shopping destination Not just depend on the website do more to get people city wide

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Advertising shops etc maybe in leaflet form

Economic.  Reduce rates to keep shops open  Lower the business rates  Fairer playing field business rates ‐ favours charity shops unfairly The Business Community and WOTBA Comments from the businesses themselves included:     

WOTBA to promote all businesses not just shop keepers Assist businesses with marketing, promotion, business development. Free seminars? Round table discussions? Shared knowledge and best practice. More members of WOTBA to take active part in objectives. Less talkers and more doers. Business owners on the same page united in efforts for small business

AMT Town Benchmarking

2013 Report

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More trade between those within the local business should be encouraged i.e. use of website/ Facebook for promotion and information. More collaborative purchase of utilities such as refuse collection Combined information‐sharing on business rates and rents Encourage shops and businesses to really focus on 'The Village within the City'. Each shop and business to be the best it can be in terms of personal service, goods offered and attractive shops‐ to attract and delight even more customers and increase footfall. To encourage shops and businesses to get together more and to be involved and active members of the Business Association. To attract more people by putting on more events. Giving out more special offers with more publicity on these and WOT

Comments from the public for the Business Community included :  Get as many local groups and organizations together to brainstorm answers to the question (at a social event, not a formal meeting)  Help and encourage (talk to) new and independent shops. Without them Westbury will become just another 'area' of Bristol and lose much of its character. I am in no way connected to any existing or potential shop or retailer Other  Bagless (i.e. don't sell/give out plastic bags) Longer Comment 

Make sure that the current mix of bank/retail is maintained in the village. Manage parking and transport effectively ‐ don't discourage people coming here in their cars by residents parking/meters/restricted car parks. Equally, don't let WOT become a big car park. If residents parking in we are concerned that the areas outside of those areas such as WOT will become clogged up. This will adversely affect our business as clients need to visit our offices

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Develop a USP for the village so over time Westbury becomes renowned for a particular feature e.g. food (deli shops etc), flowers, street cafe's Define a village proposition on defined USP's ‐ a clear message and strategy Everything we need is here. But no Gromit!

Finally

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AMT Town Benchmarking

2013 Report

SUGGESTIONS – TRANSPORT AND PARKING Traffic system and safety                          

Speed restrictions through the Village Slow the Traffic down Speed camera Speed bumps on all entries into WOT Needs to be some sort of traffic calming (not humps)! Improved signage to reduce speed of traffic especially the centre (accidents highly likely, fast cars & a lot of young & elderly) 20mph speed zone Traffic control ‐ especially Chock Lane which can be a high speed rat run, not good/safe when children are walking home from school Improve traffic flow and parking There is always the traffic jams when there are vans unloading by Mailboxes. The traffic goes back past my office above Woods estate agents when this happens. Make all deliveries outside shopping hours Street lighting! War Memorial lit up and cleaned including surrounding curb stones and pavement repaired. Pavements cleaned/ re opened Better access and exit to Westbury Hill Car Park Improvement to junction on Westbury Hill. Improve Waters Hill junction. Encourage through traffic to use Falcondale Road and reduce width of dual carriageway in High Street Reroute some traffic No through traffic! Safer road crossings (Stoke Lane etc) Have a fourth zebra crossing across Stoke Lane – outside Connells Widen footpath on corner near roundabout on Stoke Lane and Cranford Lane Move the pedestrian crossing further down Canford Lane (outside Westbury Inks) Reduce/improve traffic congestion near Methodist Church car park Remove bottleneck from Church Road bit of High Street to British Raj Speed bumps through Stoke Lane (near Stoke Lane shops)

Parking    

More parking – a point made repeatedly Parking is an issue due to all the new office blocks which do not have adequate parking Sort out village being used as a park and ride Better car parks

AMT Town Benchmarking

2013 Report

                         

Keep the free parking More free parking Make a charge for the car parks ‐ free for first hour then increasing amounts Better policing of the two car parks Reconfigure the parking layout in the main car park‐parking at an angle not at 90 degrees For my customers who attend day long workshops they would like a car park they can park in for 6‐7 hours Parking facilities for people to spend longer in the village Less restrictive parking. Removal of double yellow lines Remove parking restrictions Do NOT impose parking restrictions. Will kill W‐O‐T More cycle parking Stop people parking on the Pavements in the surrounding Roads Enforce the no parking law on the zigzag lines outside the Lloyds TSB and Nat. West Banks No parking on pavements in Westbury Court Road Despite the double yellow lines near the Post Office, motorists still park & obstruct the view. I write as one who has been knocked down there Better management of parking esp. on bus stops Possibly light controlled pedestrian crossings More traffic wardens Improve pavements where narrow Stop mucking about with the bus network Need free buses to get to Westbury. The more the better or form of transport Improved bus link from other areas of Bristol. We also need a bus to run through Stoke Lane. Put 24 bus back on Direct bus link to Stoke Bishop without having to go to Black Boy Hill first. Would come more often. Trainline!

Pedestrianisation        

It would be nice to partially pedestrianise the Village. Occasional pedestrianisation Pedestrianise the central part (outside Lloyds Bank) and have a local produce market there Turn the centre of Westbury into 'shared space' for vehicles and pedestrians Make the centre of the village a traffic free zone Closing off the main street and making it pedestrianized, at least once per month for a village market. Discourage cars, and encourage bikes and walking Car free days

AMT Town Benchmarking

2013 Report