Swansea City Centre Performance Report for 2007 & 2008-2009 Action Plan
Contents Introduction ......................................................................2 Swansea City Centre ........................................................3 Existing Offer and Diversity ............................................4 Retail Performance...........................................................5 Development and Investment..........................................7 Commercial and Residential ...........................................9 Transport and Accessibility ..........................................10 Pedestrian Flows ............................................................11 Community Safety ..........................................................12 Public Perceptions .........................................................13
2008-2009 Action Plan
This document is available in alternative formats, e.g. Welsh, large print and braille from Swansea City Centre Partnership, 67 Plymouth Street, Swansea, SA1 3QG, T: 01792 476370, E: citycentrepartnershipswansea.gov.uk. citycentrepartnershipswansea.gov.uk. This document has been published in good faith. Whilst every effort has been made to ensure the accuracy of the information presented, no guarantee is given in this respect and the City & County of Swansea and Swansea City Centre Partnership accept no responsibility for any error or misrepresentation whatsoever. Any liability for loss, disappointment, negligence or other damage howsoever caused by reliance on the information contained in this document is hereby excluded.
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Introduction This Performance Report presents a wealth of public and private sector information about the function, evolution and attractiveness of Swansea’s City Centre during 2007. It is based on key findings from the annual City Centre Health Check, which is produced jointly by Swansea Council and the City Centre Partnership. The City Centre Action Plan, which follows this Report, highlights both the operational improvements that will improve the look and feel of the City Centre as well as the annual milestones that will advance the City Centre’s strategic and longer-term aspirations. 2007 will in particular be remembered for two key events: ● The Council’s adoption and launch in March of the City Centre Strategic Framework - a document setting out strategic guidelines and proposals for the regeneration of the City Centre over the following 10-15 years; ● The appointment in December, by the Council and its partner the Welsh Assembly Government, of Hammerson plc and Urban Splash - two of Europe’s leading developers - to lead the regeneration of the City’s major retail and waterfront sites and transform the City Centre in a £1billion scheme. The year also saw the formation of Swansea Business Improvement Ltd., an independent non-profit making organisation with 16 Directors elected from the 720 businesses within the Business Improvement District designated in 2006 - the first in Wales. The organisation has already taken action to help create a cleaner, safer, more attractive and more accessible city centre and in the run up to Christmas launched the City Centre’s first promotional TV advert. Other key points: - Retail – in 2007 the City Centre ranked 99th in CACI’s National Retail Rankings, up 4 places on 2006. - Leisure – continued growth in the food and drink sector, second most important land use behind retail. - Residential – investment in development and conversion schemes continues to flourish. - Commercial – prime office rents rose to £13.50 per ft2 but remain too low to provide an economic return on un-aided new development. - Public realm – work started on a £4m programme of infrastructure and environmental improvements in the Core Retail Area. - Transport and accessibility – work commenced on the implementation of Stage 2 of the Metro scheme. - Public safety – crime in the City Centre continues to fall down 6%. - Vacant units – 89 in total with a gross area of 264,000 sq. ft., an increase on 2006. - Page 2 -
Swansea City Centre Swansea is the regional shopping, leisure, cultural, education and administrative centre for South West Wales. The geographical extent of the City Centre is illustrated below. It covers 120.1 hectares. Figure 1: Swansea City Centre Boundaries
Reproduced from the Ordnance Survey Digital Map with the permission of the Controller of H.M.S.O. Crown Copyright City & County of Swansea. Licence No. 100013350.
The Central Shopping Area is concentrated around Oxford Street and the Quadrant Centre. Leisure uses are mainly located on the Kingsway, Wind Street and in Parc Tawe. Office premises are concentrated around the northern end of the City Centre. The Maritime Quarter supports the City Centre with a rapidly expanding residential base and leisure facilities. The City Centre has a large catchment area: • •
500,000 people within 30 minutes drive 1.5 million within 60 minutes
Within the 30 minute drive time: • • •
39% are in the high spending 16-44 age group 45% are ‘white collar’ workers 71% own their home
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Existing Offer and Diversity Swansea City Centre supports a wide and evolving variety of land uses, reflecting its local, district, town and regional centre roles. Table 1: Swansea’s Central Shopping Area: Land Use Change 1991-2006 Land Use Class
Unit Type
Units 1991
Units 2007
% of Total Units 2007
% Change 1991-2007
A1
Shops
329
301
44.9
-8.5
A2
Financial/Professional Services
48
34
5.1
-29.2
A3
Food and Drink
74
132
19.7
78.4
B1
Business
28
90
13.4
221.4
B2
General Industry
0
8
1.2
-
B8
Storage/Distribution
2
3
0.5
50.0
C1
Hotels/Hostels etc.
3
8
1.2
166.7
C3
Residential Dwellings
8
23
3.4
187.5
D1
Non Residential Institutions
11
27
4.0
145.5
D2
Leisure & meeting places
6
14
2.1
133.3
Sui Generis
Other Uses
34
30
4.5
-11.8
543
670
100
23.4
Total
Source: City & County of Swansea – Ground floor Land Use Survey, September 2007
Retailing remains the dominant land use (301 units), though proportionately its share continues to decline. In 2007 retail accounted for 45% of all units, compared to 61% in 1991. The proportions of comparison goods outlets and floor-space (44.1% and 52.6% respectively) in City Centre align closely to the national average (45.3% and 51.4%). The numbers of convenience goods outlets at 5.2% are much lower (national average 9.1%), but account for 14.8% of the total floor-space (national average of 16.6%) - reflecting the presence of fewer but larger outlets in the City Centre. The most significant growth sectors since 1991 have been Business (B1)° and Food and Drink. The number of food and drink establishments in the City Centre increased by a further 7 (+5.6%) in 2007, reinforcing the sector’s position as the second most important land use. The year also saw continuing investment in residential development and conversion schemes with the completion of nearly 300 new dwellings in the City Centre. ° N.B. Re-definition of the A2 and B1 Classes in the National Land Use Gazetteer took place in 2004. This has resulted in the re-classification of 19 units from A2 to B1 within Swansea City Centre. No ‘real’ increase or decrease in the number of units has occurred.
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Retail Performance Retail Rankings 2007 saw a halt to Swansea City Centre’s previously falling position in the National Retail Rankings prepared by CACI. In 2007 Swansea was ranked 99th, 4 places up on its position in 2006. Occupation of the new retail units under construction in the former David Evans block redevelopment scheme, will it is hoped deliver a further improvement to the Centre’s ranking in 2008. Realisation of the City Centre Strategic Framework’s regeneration proposals, and in particular the attraction of a major new department store, should take it back into the top 70. Table 2: CACI Retail Footprint Scores and Rankings for Selected Centres Centre
2005
2006
2007
Score
Rank
Score
Rank
Score
Rank
Bolton
474
70
467
73
504
50
Brighton
779
23
836
22
916
19
Cardiff
666
14
728
23
864
20
Carmarthen
240
245
239
281
299
266
Coventry
499
59
506
57
526
65
Derby
500
46
530
45
543
53
Middlesbrough
524
58
516
60
576
75
Neath
165
240
160
300
186
359
Newport
333
142
333
202
362
202
Oxford
544
38
552
37
612
37
Plymouth
531
44
531
39
760
39
Port Talbot
126
300
130
369
144
534
Portsmouth
404
118
376
134
402
86
Swansea
489
73
490
103
520
99
Source: CACI Retail Footprint Model 2005-2007
Retailer Demand for Units - A year of two halves Whilst the number of retailers seeking accommodation in Swansea remained high at 90 in April 2007, by October the numbers had fallen to 76 (FOCUS). In terms of the numbers of retailers seeking accommodation Swansea ranked 70th in October 2007, a fall of 18 places on the previous year. It should be noted that the figures for Swansea do not solely reflect the number of retailers seeking accommodation in the City Centre. Roll out of the City Centre Strategic Framework and work on its implementation is thought likely to generate a great deal more interest in future.
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Retail Rents ‘Zone A’ retail rental values in the City Centre during 2007 remained static for a fourth year at £160 per ft2. This pattern was not reflected in other centres across South Wales, which in 2007 generally recorded small levels of growth (CCRE Rents database). Vacant Units In September 2007 there were 89 vacant units within City Centre, with a combined gross floor-space of 264,000 sq ft 13 more units and 51,000 sq ft greater than in 2006. Table 3: Comparison of Vacant Units with Other Centres Vacant Units
Shopping Centres Bolton Brighton Cardiff Carmarthen Coventry Derby Middlesbrough Neath Newport Oxford Plymouth Portsmouth
Swansea GB Average
2006
2007
No.
No.
%
79 77 93 18 48 51 130 24 92 13 47 33 76
81 95 93 23 57 88 114 30 110 21 48 28 89
15.9 9.6 14.8 7.9 11.3 12.4 19.7 12.1 23.0 6.0 10.4 11.7 16.8 11.1
Change 2006-07 %
+2.5 +23.4 0 +28.0 +18.8 +72.5 -12.3 +25.0 +19.6 +61.5 +2.1 -15.2 +17.1
Vacant Floorspace Area (000’s sq ft gross) Change 2006 2007 2006-07 Area Area % %
164 102 265 21 132 149 175 40 233 18 103 78 213
130 133 252 25 106 286 144 50 253 32 133 37 264
8.5 8.1 15.6 4.4 7.7 15.0 10.4 8.7 26.9 4.0 8.8 4.6 15.7 9.3
-20.7 +30.4 -4.9% +19.0 -19.7 +91.9 -17.7 +25.0 +8.6 +77.8 +29.1 -52.6 +23.9
Source: Experian Goad Survey Data 2006-07
Among its 13 comparator centres, Swansea recorded the 3rd highest percentage of vacant units and the 2nd largest area of floor-space. Levels in Swansea exceeded the national average for vacant units and floor-space levels by 6%. The most significant concentration of long-term vacancies continued to be in the St David’s Centre, which is one of the key sites now earmarked for redevelopment in the CCSF regeneration strategy. Retail Sales Sales figures derived from a small sample of local large multiple retailers pointed to a continuing poor performance in 2007. Sales fell below the national average and annual rate of inflation. Influential factors in 2007 included three rapid hikes in interest rates up to July 2005, escalating house prices, and increasing Internet sales. Increased competition from Retail Parks at Fforestfach, Morfa and Trostre also had an impact. - Page 6 -
Development and Investment 2007 saw continuing investment in a wide range of important commercial, residential and infrastructure schemes within and adjacent to the City Centre. These include: • • • •
• • • • • • •
Completion of Stage 1 of the Metro on the Kingsway Commencement of work on Stage 2 of the Metro along West Way A start on the £4m Core Retail Area environmental improvement scheme Demolition of the former David Evans store and a start on the construction of a new retail block - with 3 large new units already earmarked for occupation by Zara, Slaters and JT Morgan Continuing residential development Completion of the 70 bed Excelsior Travelodge hotel A major refurbishment by M&S of their Oxford Street store A £250k upgrade of the St David’s multi-storey car park New Christmas lighting Work on the final phases of the new Leisure Centre and Civic Centre Continuing large scale investment in major development sites in and adjacent to the City Centre – e.g. Swansea Point, Meridian Quay and SA1
Of single most importance however, was the Council’s adoption of the City Centre Strategic Framework and its subsequent appointment, along with the Welsh Assembly Government, of Hammerson plc and Urban Splash as partners to lead the regeneration of the City’s major retail and waterfront sites. The proposed £1 billion regeneration scheme includes 600,000 ft2 of additional retail floor-space, 1,000 residential units, and new leisure, office, hotel and conference facilities to be located on the existing St David’s and Quadrant Centre sites and car parks at Paxton Street and County Hall. Despite strenuous efforts proposals for the redevelopment of the Quadrant Bus Station moved no further forward in 2007. Funding remained the key stumbling block.
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Development and Investment in Swansea City Centre 2007 Redevelopment of former David Evans store site
Completion of Metro Stage I – The Kingsway
Pearl House – conversion to
Castle Lofts – more apartments
apartments
Various public realm enhancements incl. Core Works
Former Mothercare building – completion of apartments
Completion of Travel Lodge Hotel Museum Green
The LC – work on final phases Meridian Quay I Meridian Quay
Reproduced from the Ordnance Survey Digital Map with the permission of the Controller of H.M.S.O. Crown Copyright
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City & County of Swansea. Licence No. 100013350.
Swansea Point
Commercial and Residential Office Rents Encouragingly, prime office rents in Swansea again rose in 2007 – up 75p to £13.50 per ft2 by July 2007. However, this rental level still remains too low to provide an economic return on un-aided new office development in the City Centre. By way of contrast prime office rents in Cardiff, which remained static in 2007, stand at £18.50 per sq ft. Rentals of £16 per sq ft were achieved for new serviced office floor-space within neighbouring SA1. Office developments in SA1 are thought likely to suppress, in the short term at least, the prospects of any major rental growth or office development within the City Centre. Residential Schemes Residential schemes continue to flourish in and around the City Centre making an increasingly important contribution to the creation of a ‘24 hour city’. The full extent of residential development in the City Centre is not reflected in table 1 (page 4), since it includes only ground floor uses and does not take into account residential units on upper floors. In April 2007 there were estimated to be 385 residential units within the core retail area of the City Centre and a further 155 scheduled for completion by the end of the year. Currently committed residential schemes within the City Centre are set to yield an additional 1,000 units by 2012. Major development schemes underway include the iconic Meridian Tower project, Swansea Point and, on the other side of the river, SA1. Further residential development in the City Centre is proposed as part of the City Centre Strategic Framework.
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Transport and Accessibility Getting to the Centre Swansea is easily accessible by both public and private transport. The City Centre User Survey revealed that between May-October 2007, the majority (53%) of people travelled into the City Centre by car, 24% by bus, 16% on foot, 4% by train, and 2% used Park and Ride facilities. In total, 96% of all respondents found access to the City Centre ‘easy’. Car Parking The City Centre is well served in terms of parking provision compared with other centres. As at December 2007 there were 8,842 designated parking spaces available within the City Centre or directly linked to it by Park and Ride. Of these: • • • • •
3,638 (41%) are provided in Council owned car parks 1,088 (12%) in NCP car parks 2,319 (26%) in privately owned car parks (Tesco, Sainsburys and Parc Tawe) 1,400 (16%) at Park and Ride sites (Landore, Fabian Way and Fforestfach). 397 spaces (5%) exist as on-street parking.
Compared to Cardiff short-stay parking and Park and Ride fees in Swansea were cheaper, long-stay parking (i.e. over four hours) fees were comparable, and on-street parking remained free. Despite this, City Centre User Survey findings continue to suggest that a significant proportion of visitors are dissatisfied with the availability and cost of parking. In contrast car parking at Parc Fforestfach, Morfa, Trostre and other edge- and out-of-town retail parks continues to be free. Shopmobility Growth in Shopmobility membership continued in 2006/07 and Swansea’s scheme remained the busiest in Wales. Whilst Membership of the scheme in 2007 increased up to 5,035 (up 8% on 2006), a 7% reduction was recorded in equipment usage. Active annual membership is estimated to be in the region of 1,200.
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Pedestrian Flows Survey findings for 2007 suggest a period of stability in terms of the numbers of pedestrians within the City Centre over weekdays Monday to Saturday. Fridays and Saturdays remain by far the busiest days, but the popularity of Sunday Shopping is clearly growing.* Oxford Street and the Quadrant Shopping Centre remain the key areas of pedestrian activity, recording estimated weekly flows of 144,000 and 146,000 respectively. These figures reflect the presence at those locations of the City’s largest national retailers. Strong pedestrian flows also continue to be recorded along Whitewalls (132,000) and Union Street (116,000). Changes in pedestrian flows along streets can reflect the impact of changes in retailer representation, openings and closures, and disruption due to street works and highway schemes. The most notable increases in pedestrian footfall recorded in 2007 were in Whitewalls (numbers up by 13,500 i.e.12.6%) and on Oxford Street west of the Market entrance (numbers up by 14,100 i.e. 12%). Following the completion of major highway works on the Kingsway, associated with Stage 1 of the Metro, pedestrian flows showed signs of recovery and in many areas had by October returned to pre-works levels. Sunday pedestrian figures, available for the first time, revealed a busy centre, with recorded flows of 14,000 outside Marks & Spencer in Oxford Street and 13,000 at the eastern entrance to the Quadrant. The numbers of pedestrians recorded at these locations were represented between 40-50% of Saturday flows. The planning and management of pedestrian flows has been acknowledged as a critical building block in the formulation of strategic proposals for the City Centre’s regeneration.
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Community Safety Recorded Crime and Disorder Recorded statistics for 2007 reveal continuing success in the reduction of crime within the City Centre sector. Total incidents were down 485 (-6%) on 2006. significant reductions achieved were: • • • •
The most
Damage to vehicles – down 268 (-43%) Theft of vehicles - down 96 (-29%) Theft from vehicles – down 149 (-88%) Violence - down 184 (-15%)
On the negative side, reported incidences order/harassment increased by 208 (62%) in 2007.
of
public
Perceptions of Personal Safety In 2007 the overwhelming majority of respondents (96%) surveyed in the City Centre felt safe when visiting during the day. Swansea Market and the Quadrant Centre continued to be perceived as the safest areas, cited by 95% of respondents. High Street and The Strand were perceived to be the least safe, only 87% feeling safe at these locations. Higher levels of concern continued to be expressed about personal safety in the City Centre at night. Of those respondents who visited the City Centre at night only 57% indicated that they generally felt safe. No real change on 2006 for which the figure was 56%. As with daytime visits, area variations were again evident. The Quadrant Bus Station, High Street and around the Train Station, and The Strand were considered to be the least safe areas, with only 44%, 50%, 59% and 65% of respondents respectively indicating that they felt safe at these locations. The most common and serious threats cited to day time safety arose in relation to begging and drunken behaviour. Both caused intimidation. At night, the concerns of respondents related to the drunken behaviour of revellers in areas around the pubs and clubs and worries of being mugged in the High Street. Drunken behaviour and gangs of youths were identified as posing a particular threat in and around the Train Station on High Street, and also emerged as a source of growing concern in relation to the Quadrant Bus Station at night.
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Public Perceptions City Centre User Survey findings, which provide a guide to user opinions and perceptions, confirmed the following: •
The primary importance of the City Centre’s shopping role and the need to enhance its offer.
•
The popularity of complementary cultural and leisure facilities.
•
The threat of competition posed by neighbouring centres and out-of-town developments.
•
The need to overcome negative perceptions regarding the availability and cost of parking.
•
The need for improvements to some aspects of public transport, in particular, the appearance of the Bus Station.
•
The need to address identified personal safety concerns in the City Centre both during the day and at night.
•
The need for continuous improvements in the quality of the public realm, particularly with regard to litter control, graffiti and the condition of pavements
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SWANSEA CITY CENTRE ACTION PLAN 2008-2009
Working together for Swansea The following City Centre Action Plan has been devised to build upon the strengths, address the weaknesses, maximise the opportunities and minimise the threats that have emerged from the City Centre Performance Report for 2007, which precedes this section. This Action Plan, which is a flexible working document, aims to co-ordinate the way this is achieved as well as ensure the current structure of well established and effective partnerships continue their collaboration to develop Swansea City Centre as a premier destination and a vibrant and dynamic place to shop, live, work and visit. The Action Plan is underpinned by the following six priorities: 1 - Strategic and co-ordinated approach 2 - Prosperous and competitive City Centre 3 - Improved transport and public access 4 - Safe and secure environment 5 - Clean and attractive City Centre 6 - Marketing and promotion
Pages 3 & 4 Pages 5 & 6 Pages 7 & 8 Pages 9, 10 & 11 Pages 12 & 13 Pages 14 & 15
This document should be seen in the context of the national and global financial situation especially in terms of development. This Action Plan runs from April 2008 until March 2009. Where no target date is specified this equals March 2009. 1
Delivery of this Action Plan cannot be achieved by one organisation. As demonstrated by the following key, there are several stakeholders and partners whose influence, resources, commitment and activities will be integral to continue the City Centre’s positive transformation: Swansea City Centre Strategic Framework Joint Venture Delivery Team (Swansea Council, Welsh Assembly Government and City Centre Partnership)
Swansea City Centre Partnership City and County of Swansea Council South Wales Police
Swansea City Centre Business Improvement District (BID) Safer Swansea Partnership West Wales Chamber of Commerce
Sustainable Swansea
First Cymru Travel
LC Leisure Complex
Castle Ward Communities First
National Waterfront Museum For further information regarding this document, please contact: Swansea City Centre Partnership 67 Plymouth Street Swansea SA1 3QG Tel: 01792 476370 Email: citycentrepartnership@swansea.gov.uk 2
Priority 1: Strategic and Co-ordinated Approach To take forward a strategic and co-ordinated approach to the future development, management and marketing of the City Centre Task Produce and implement the City Centre Action Plan 2008/09 Implement City Centre Strategic Framework Produce 2007 City Centre Health Check and post onto City Centre website Produce summary City Centre Performance Report 2007 and post onto City Centre website Commission surveys to gauge views and perceptions of the City Centre Collate and monitor footfall and the retail/ sales performance of key businesses Develop a membership scheme for Swansea City Centre Establish Task and Finish groups to agree protocols and where appropriate write policies to improve communication and activities between partners
Action By
Targets/ Progress Production and implementation of the Action Plan with bi-annual monitoring reports Monthly management meetings to assess progress Utilise findings of Health Check to inform future action plans
Distribute document to all stakeholders including potential investors
Over-see monthly surveys. Produce quarterly annual reports and thematic reports as required. Incorporate reports into the Health Check - Undertake regular meeting of the City Centre User Survey group - Install footfall cameras in 4 City Centre locations by April 2008 - Collate information on a weekly and monthly basis and feed into the Health Check Increased involvement of organisations in City Centre activities
Task and finish groups set up for street trading and City Centre maintenance
3
Task Produce and implement a Public Realm Manual to guide the design and maintenance of the City Centre Ranger Incident/ Fault Handling
Action By
Targets/ Progress Review the need for a Public Realm Manual
Produce and distribute the BID newsletter
- Develop be-spoke software and purchase hand-held PC’s to enable the City Centre Rangers to collate information remotely and deal with incidents and faults - Use this information to identify tends and hotspots to assist the allocation of more effective resources Produce a bi-monthly newsletter for distribution to all businesses in the City Centre. Work with partner agencies to secure content.
Run sector/ location specific focus groups for businesses
From January 2009 run a series of focus groups to provide updates on the City Centre and to gain feedback from traders
4
Priority 2: Prosperous and Competitive City Centre To create a prosperous and competitive City Centre with a wide range of attractions Task
Action By
Targets/ Progress
Undertake pedestrian area enhancement scheme
Complete enhancement of core pedestrian retail area by end of June 2008
Commence phase 2 public realm enhancements
Identify and prioritise programme to extend enhancement scheme and secure funding for delivery of the programme by September 2008 Entrances to be completed by end of June 2008
Complete the refurbishment of three external entrances to Swansea Market Agree next phase in Swansea Market refurbishment programme Advance Princess Way retail development
Prioritised programme of refurbishment works agreed by January 2008
Progress Saint David’s/ Quadrant/Paxton Street development
Collaboration agreement signed, Master Plan agreed and Development Brief adopted
Progress Sail Bridge development Undertake Building Enhancement Programme
Appointment of developer. Design and legal agreements to be progressed Design Guide and application criteria for building frontages to be completed and launched by Autumn 2008. Implementation of programme of building frontage enhancements thereafter Programme identified by September 2008. Programme of priority schemes defined.
Advance European Boulevard
- Completion of scheme, shops open by Easter 2009 - Support opening event/s
5
Task
Action By
Targets/ Progress
Reduce vacant properties by: - offering start-up/ development grants to encourage occupation by new businesses - helping to market available units - encourage temporary use - undertaking cosmetic improvements Redevelopment of 1-4 Castle Square
Establish a Working Group to oversee the development and implementation of an Action Plan
Develop a landmark art installation at the Princess Way/ Kingsway junction
Agree programme leading to the commissioning of art work
Engage the land-owner and explore options for the long term development of the site
6
Priority 3: Improved Transport and Public Access To improve transport and public access into and within the City Centre Task Commence Quadrant Interchange development
Progress works in preparation for the Swansea Metro service Revise and implement new City Centre Traffic Regulation Orders Introduce Civic Enforcement Parking
Action By
Targets/ Progress - Start date anticipated in January 2009 subject to agreement from funders. 15 month construction timetable - Agree a communications and marketing strategy to support the development prior to commencement of the work Target for service to commence end of April 2009
New City Centre Traffic Regulation Orders to be sealed and automated bollards to be operational by the end of the summer 2008 To be introduced in September 2008
Reduce illegal parking
Monitor and reduce illegal parking through rigorous enforcement and signing and lining policies
Promote Park and Ride
Issue free Park and Ride vouchers to the public and to those working in the City Centre
Offer free and discounted parking
- Introduce subsidised parking to run during Christmas and the Summer holidays 2008 - Monitor the public perception of car parking through the City Centre user survey Install and enforce parking meters on Lower Oxford Street in Autumn 2008 and consider extending the scheme to High Street Commission a survey to map existing vehicle and pedestrian signs and identify any gaps in provision including street names plates
Install parking meters on Lower Oxford Street Improve signs
7
Task
Action By
Targets/ Progress
Review car parks
Commission a strategic car park study by Christmas 2008 to inform a programme of investment
Run the annual In Town Without My Car event
As part of this national annual event which takes place in September, encourage workers and visitors to use alternative modes of transport into the City Centre and increase use of Park and Ride Develop and promote a protocol/ limited access system for contractors and other bodies working in and/or accessing the area. Include guidance on what is permitted and utilise the City Centre electronic diary to co-ordinate activities
Manage contractors working in the Pedestrian Zone
8
Priority 4: Safe and Secure Environment To provide a safe and secure environment Task Review the Business Crime Reduction Partnership (BCRP)
Increased Joint Office use
Anti-social Behaviour (day time)
Anti-social Behaviour (night time)
Action By
Targets/ Progress Review the BCRP with a view to improved information sharing among partners, increasing membership and promoting the value of the Store-net and Nite-net radio services. Also, raise the profile of the Night Time Exclusion Scheme through running a specific campaign - Agree a schedule of regular meetings involving South Wales Police (SWP), City Centre Rangers, Traffic Wardens and Street Force - To resolve contractual issues to the satisfaction of SWP and the Council allowing installation of IT and increased use by the Police and partner agencies
- Develop ‘beats’ to target ‘hot spot’ areas including Castle Square / MacDonald’s, LC2 / amphitheatre, St. Helen’s Rd / YMCA, High Street / Ty Nant - Use ASBO legislation and Sec. 27 VCRA notices (Violent Crime Reduction Act 2007) to deal with known trouble makers - Explore possibility of using a yellow card system in conjunction with ASBO referrals - Secure funding to engage youth workers to engage the Emo/ Goth/ skateboarding groups - Maximise additional resources to supplement 12-hour shift pattern and to target Wind Street and Oceana development - Provide highly visible officers on duty from 8pm to provide visible deterrent to members of public on the arrival into the City Centre - Undertake regular licensed premises checks and checks of door staff registration
9
Task
Action By
Targets/ Progress
Taxi Marshals (night time continued)
- Continue to employ and promote Taxi Marshals during weekends and busy periods - Formally review the effectiveness of this scheme
Evening Economy Manager (night time continued)
Secure funding for and employ an Evening Economy Manager
Begging
- Identify begging hotspots and install signs to discourage giving among members of the public by September 2008 - Undertake Police operations to target known beggars - Target Police patrols of hotspot areas including the Marina - Target individuals with previous prolific history of involvement - Produce publicity to encourage the public to secure items of value left on show especially satellite navigation systems - Increase the number of Rangers employed to five by June 2008 - Review working arrangements with a view to extending the hours of operation and working practices by June 2008 - Purchase high visibility uniforms by August 2008 - Raise the profile of the service through the creation of a web page and associated PR by October 2008 - Introduce a remote data management system by September 2008 and use to target resources and engage partners Support the Ascension Trust to launch the Street Pastors scheme in Swansea City Centre, to recruit and train volunteers and to support the volunteers whilst working on site at night - Revise Council Policy to establish new street trading pitches, improve the regulation of authorised traders and reduce illegal trading - Promote use of the City Centre electronic diary and review the Promotional Lettings Service
Auto crime
City Centre Rangers
Street Pastors
Improve the management of street trading and other activities
10
Task Expand the Safe Child scheme
Implement a ‘Gated Alley’ scheme to prevent access to problem alleyways Increase Policing levels
Action By
Targets/ Progress Increase membership of the existing scheme and apply its principles to include elderly people, those with disabilities and other vulnerable groups Prevent access to the service alley behind Leisure Quest and the alley to the side of Laser Zone Through the BID employ an additional Police Officer to work over the Christmas period and review the effectiveness of this appointment
11
Priority 5: Clean and Attractive City Centre To create and maintain a clean and attractive City Centre Task
Action By
Targets/ Progress
Install and develop the Christmas lights
- To extend the coverage of Christmas lights within the City Centre core area and along the Lights Switch On Parade route - To undertake a programme of tree light replacement by introducing new lights at key locations
Reduce graffiti
Introduce a graffiti hot line and rapid response service by May 2008
Maintain street furniture and artefacts
Establish a Task and Finish Group by summer 2008 to review and revise current maintenance arrangements in conjunction with the Highway Asset Management Plan
Install floral displays at key locations and gateways into the City Centre
Target busy pedestrian and vehicle access routes into and within the City Centre
Improve the appearance of and encourage temporary use of vacant properties
Undertake cosmetic treatment through the application of murals and other repair work and encourage non commercial use by community groups
Environmental Stewards
Continue to develop the night time ‘environmental stewards’ initiative. Monitor its success with a view to extending into the day time
12
Task Enhance street cleaning
Increase enforcement
Participate in the Tidy Britain award scheme Reduce chewing gum Reduce and manage night time leafleting 1-4 Castle Square Street lighting Improve the appearance of the walkway between the Quadrant M.S.C.P and Tesco
Action By
Targets/ Progress Review the current street cleaning provision in the City Centre with a view to: - establishing a base line service for power washing - investigating the costs associated with the purchase of cleansing equipment and the employment of an additional member of the Clean Team - maximising use of the NEAT teams - Increase the range of enforcement powers that are available to staff to enable them to better tackle several specific environmental issues, for example, graffiti, fly-posting and littering - Build upon the success of the Street Force team in dealing with people who drop litter on the street through education and enforcement Apply for the Tidy Britain Award by June 2008. Use the feedback received from the judges to identify and prioritise areas for improvement Target badly affected areas through removal and prevention through the provision of additional disposal facilities Work with the pubs and clubs to develop and implement a policy to manage the night time distribution of printed materials through the adoption of Council policy Install colourful and branded temporary hoardings around the site Renew lighting columns along A4067 corridor between Quay Parade and Oystermouth Road By summer 2008: - Install colourful murals - Improve the lighting - Install signs and relocate street furniture to help prevent begging - Improve the planting beds
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Priority 6: Marketing, Promotion and Events To raise the profile of the City Centre through effective marketing and promotion Task
Action By
Targets/ Progress
Develop, deliver and promote Swansea Christmas 2008
- Co-ordinate and promote a programme of events, incentives and shop opening times through the Christmas Issues Working Group - Strengthen links between the Waterfront Winterland and the City Centre - Increase footfall and spend in the City Centre
Marketing Working Group
To establish a City Centre Marketing Working Group to effectively oversee the development and implementation of City Centre marketing activities
Develop and deliver Independent’s Day 4th July 2007 Launch new City Centre website
- Build on the existing brand and event programme - Increase the numbers of participating independent traders
Promotional banners
Develop and promote a programme of special events
- Update the website to a more accessible format and incorporate the Strategic Framework programme within the website - Undertake a launch event - Install Strategic Framework banners at High Street Railway Station and in the Quadrant by April 2008 and along Princess Way in the New Year - Develop a banner strategy and protocol for the City Centre Run a range of events including street markets and children’s and musical entertainment to target key times of the year such as Christmas, St David’s Day and the summer period
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Task
Action By
Targets/ Progress
Produce a family of seasonal brochures and undertake selective advertising
Design, print and distribute a Christmas, spring and summer brochure and advertise where appropriate via What’s On, the Evening Post and via other selective advertisers
Produce a Welcome Pack and Contact Card for new businesses
- Produce a contact card with key contact information for use by City Centre businesses and distribution by the City Centre Rangers - Scope out a Welcome pack for new businesses in January 2009
Olympic TV Screen
In conjunction with the BBC and LOCOG, install and manage a Big Screen in Castle Square, provide editorial content and host a series of special events
Street broadcast units
Install and manage five community messaging facilities by July 2008
Multimedia kiosks
Install five internet information kiosks to be installed by July 2008
Pocket Map
Produce and print a City Centre pocket map/pal by the end of April 2008
Promote Swansea as working towards being a carrier bag free city
- Design and produce a City Centre branded canvas bags for use at promotional events - Encourage market based events in the City Centre and traders in the Indoor Market to be carrier bag free To produce two TV commercials to target visitors to the City Centre in the summer and at Christmas
TV commercials
National Dining Week
Live Night event
To participate in the Association of Town Centre Management ‘s national pilot to introduce Dining Week to encourage people to eat out in Swansea To consider introducing a range of ‘alive after five’ events and activities aimed at encouraging families into the City Centre after normal shopping hours 15
Task
Action By
Swansea Shopper Week
Targets/ Progress To explore the possibility of introducing a Swansea shoppers week to link in initially with the opening of the Princess Way retail development in Easter 2009
I:\CCP Action_Work Plans\Swansea City Centre Action Plan 2008
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For more information please contact: Swansea City Centre Partnership 67 Plymouth Street, Swansea, SA1 3QG Tel: 01792 476370 Fax: 01792 476368 Email: swanseacitycentrepartnership@swansea.gov.uk Website: www.swanseacitycentre.com - Page 14 -