Jen­nifer named a true hero of the high street

The Scarborough News - - NEWS - by Martina Moscariello [email protected] Twit­ter: @m__­moscariello

A Scar­bor­ough cam­paigner who has been work­ing tire­lessly to sup­port lo­cal busi­nesses has been recog­nised as Hero of the High Street at this year’s Great Bri­tish High Street Awards.

Jen­nifer Crowther, head of op­er­a­tions at York­shire in Busi­ness, won the High Street Hero award for the ini­tia­tives and pro­grammes she led to im­prove peo­ple’s shop­ping ex­pe­ri­ence in Scar­bor­ough.

She said: “It was sur­real, I just do it be­cause it’s my pas­sion but it feels good to get some recog­ni­tion. It proves that what we’re do­ing is right and hope­fully more peo­ple will lis­ten to us and start get­ting be­hind us.”

Known for her in­volve­ment in To­tally Lo­cally, in pre­vi­ous years Jen­nifer was the driv­ing force be­hind the Magic Ten­ner cam­paign, spread­ing the mes­sage that £10 spent in a lo­cal shop can gen­er­ate over £50 to ben­e­fit the lo­cal econ­omy.

Dozens of stores in Scar­bor­ough got on board with the scheme, drop­ping their prices by £10 on se­lected stock.

This year Jen­nifer has launched a new, more flex­i­ble cam­paign – one par­tic­u­larly praised by the judg­ing panel – to give even more busi­nesses and ser­vices in town the chance to join in.

As part of the new Love Lo­cal scheme, backed by the Scar­bor­ough News’ Love Your High Street, shops re­ceive wide­spread mar­ket­ing pro­mo­tion by com­mit­ting to of­fer­ing a va­ri­ety of dis­counts through­out the month of De­cem­ber.

Up to 50 busi­nesses have al­ready got in­volved, ac­knowl­edg­ing the pos­i­tive im­pact this scheme has on their trade.

Jen­nifer said: “What we want to do is raise aware­ness of the hid­den tal­ents, the small in­de­pen­dent shops that peo­ple don’t know about and that make our town cen­tre a unique place.”

Help­ing the town cen­tre thrive is not only Jen­nifer’s goal. Scar­bor­ough Bor­ough Coun­cil is look­ing at ways to re­ju­ve­nate the high street through its Town Cen­tre Strat­egy.

Ideas to trans­form the town cen­tre in­clude mak­ing the town a mixed use en­vi­ron­ment; en­cour­age a di­verse of­fer­ing through fes­ti­vals and events and build on the town’s cul­tural and her­itage as­sets.

The lo­cal au­thor­ity also aims to make Scar­bor­ough a univer­sity town, in­tro­duce SMART town cen­tre in­fra­struc­ture and max­imise the Scar­bor­ough ‘brand’ through mar­ket­ing and pro­mo­tion.

Jen­nifer has backed the plans. How­ever, she thinks they go could fur­ther.

She said: “I think it’s amaz­ing, it comes at the right time but I think the coun­cil should be more flex­i­ble. I used to run a town cen­tre mar­ket but in re­cent years that has been stopped. I think this should be al­lowed to hap­pen again be­cause it helps bring that buzz back into the high street.

“In­de­pen­dent shops are our fu­ture and an­other thing to help them would be shared re­tail spa­ces where five or six busi­nesses that can’t af­ford premises on their own can come to­gether un­der one roof. I think that’s achiev­able, it only takes some­one to take the lead and I, my­self, am look­ing for premises to pi­lot this.”

Newspapers in English

Newspapers from UK

© PressReader. All rights reserved.