New vision for a vibrant city centre
CHECKOUT reports on the state of high streets the length and breadth of the country and it makes for grim reading. Well over 10,000 major national outlets have gone bust in the last decade.
Brands once considered titans of retail have folded under the strain of a fastchanging consumer landscape that has struggled to keep pace with the rise of eshopping.
If retail experts are to be believed, it seems the way to buck the trend is to build experiences - to create opportunities for consumers to enjoy a full-day of leisure - with retail, food and drink at its core.
“We know that the world has changed and everyone can see the impact that’s had on high streets nationwide on city centres. Sunderland is no different to towns and cities across the country; and a radical transformation is required to ensure it remains relevant for the modern-day consumer,” says Patrick Melia, chief executive of Sunderland City Council.
“Our city centre has to become a leisure-led destination - that is an absolute priority for us. It starts with activity - through events that bring people into Sunderland - and pop up attractions that keep it interesting. But we also know that we need more permanent leisure venues places that people can visit and enjoy year-round, and we are focused on that.”
As well as more cafes, bars and restaurants, Mr Melia is targeting more activity-based leisure venues that will provide a place for families to visit and enjoy.
“A strong retail economy must be anchored by leisure. That means places to watch music and artists perform; it means cultural venues to visit and learn; it means more sport and activity-based venues.
“Connecting Riverside Sunderland with a pedestrian footbridge, between the former Vaux Brewery site and Sheepfolds, closes the gap between these areas. We have three fantastic assets in that area, in the shape of the Stadium of Light; the Beacon of
Light and the Aquatic Centre and suddenly these become more closely tied to the city centre; within easy reach.
“Add to that The Fans Museum at Monkwearmouth, the National Glass Centre and St Peter’s Church, just a stone’s throw up river, and the city’s key assets all feel much closer - they feel accessible when you have a bridge connecting them to the heart of the city,” explains Mr Melia.
What else can residents expect then, as the transformation stimulated by Riverside Sunderland begins to have its ripple effect?
“Look at the Minster Quarter - there can be no doubt that the early investment made to reimagine Keel Square, and then subsequent regeneration of the Fire Station, has brought about a step-change in a part of the city that was largely forgotten.
“The Sunderland Empire now stands surrounded by venues that allow visitors to build an experience.
A meal, some drinks, a show, and - for those with the energy - an evening out afterwards.
“We are investing in the beautiful buildings surrounding the Empire. Town Park will be transformed, and the Dun Cow and The Peacock will be returned to their former glory in collaboration with the buildings’ owners. It really will give a new lease of life to those stunning venues.”
In the shadow of The Peacock, Sunderland’s Christmas programme is well underway. Led by Sunderland Business Improvement District (BID), with the Festival of Light delivered by the council, the city has welcomed an ice rink to Keel Square and Hadrian’s Tipi stands on the site of the former Crowtree leisure centre, delivering a concept-venue that can be enjoyed by families and revellers alike. Mr
Melia is keen to ensure that such events deliver maximum economic advantage for the city and its retailers.
“The Christmas programme is about increasing footfall. If, in partnership with the BID, we are increasing the audience in the city, and encouraging them to build a day of activities with us - from shopping to dining - then we are doing all that we can to create the most positive conditions possible for our retailers and food and drink businesses. That has to be our target.
“We are delivering more and better city centre events – including moving the Festival of Light – because that is what will drive people to come to Sunderland and will bring their spending power to our shops.
"And as we move through the year, we are working in partnership to deliver more city centre events – from the summer’s Food and Drink Festival to the Halloween Festival, led by the BID. They’re animating the city centre – bringing it to life with family friendly events that are showing off the best bits of Sunderland, and will hopefully bring people back to the city in the future,” added Mr Melia, who – in his last role – led North Tyneside Council’s regeneration of Spanish City.
“Leisure is at the beating heart of our plans for a transformed city centre, that becomes a vibrant heart for Sunderland, and underpins the city’s attractiveness for not only investors, but for people looking for a fantastic place to live.
“We are stimulating leisure-led regeneration at the seafront, and we will do the same in the city centre. As more people live and work in the city, we have to be ready to capitalise on that market – and that’s absolutely the target for us as we work towards becoming the healthy, vibrant and dynamic city our residents deserve.”