TRENDS OF DATA for PLYMOUTH
· Footfall survey
In conclusion, although there were no obvious trends, Drake Circus (the main rebranding project) had the most visitors. It attracts more people than the Armada Centre as it has higher quality shops and it is more accessible. The contrast between the two places indicates that Drake Circus did not act as a flagship project, as it was meant to increase investment to the whole of the CBD.
Compared to the other two shopping areas, Drake Circus and the Armada Centre, the market area had only half the number of visitors. This shows that it is in need of rebranding. Also, the Piazza did not have a high number of visitors, showing unsuccessful rebranding.
· EQI
The results show that locations such as Drake Circus, Sutton Harbour and Plymouth University all scored higher than areas that have not been rebranded. This shows that rebranding has been successful for these specific areas as the environmental quality is better in these places. However, the results at the Piazza showed limited rebranding as it scored lower.
Although the Armada Centre scored relatively high, it shows signs of a need for rebranding with concerns to the general environment and traffic congestion.
Places such as Frankfurt Gate are in need of rebranding as they have low land value and poor environmental quality.- lack of open space , unsafe, polluted, not well maintained. It is a good example of why Plymouth needed rebranding. The contrast between here and Drake Circus shows that rebranding has only helped specific sections of Plymouth.
· Stakeholders
There were very few stakeholders advertised, but the ones we found, Plymouth City Centre Company and The City of Plymouth, showed that it was meant to be a whole city project.
· Index of decay of buildings
o Drake Circus- 60/60
o Armada Centre- 49.3/60
o Frankfurt Gate- 38.5/60
o University- 60/60
The two places that have been rebranded already, Drake Circus and the University, have no evidence of decay showing that rebranding has been successful in these areas where investment is highest. Frankfurt gate has a high level of index of decay there is a need for rebranding.
· Re-imaging Assessment
o Average:13.75/25
This shows that some re-imaging has taken place but the city as a whole is not as attractive as it could be. There is high social deprivation leading to crime and a poor atmosphere gives leads to negative multiplier effect
· Participant Observation
o There were few upper/middle class people shown by their accents, mannerisms and general impressions
o Many people spent little in low value shops such as Poundland, Primark and Wilkinsons so little amount of money is put into the local economy. Indicates less affluent area.
o Most people bought necessities rather than luxuries and shopping for pleasure so they often walked straight through the shopping areas rather than spending time browsing and spending money. Could be linked to current economic climate and unemployment data for the region (secondary data)
o There were large numbers of local people rather than tourists showing that the area has a small sphere of influence indicating that rebranding has not been successful.
Sustainability Index
· Score for sustainability was 15/35- showing a low score for sustainability.
· This could be because we felt that the urban environment, cultural heritage and living accommodation was very poor in Plymouth as a whole. Therefore looking at the Egan wheel we felt that in order for Plymouth to become more sustainable in its rebranding it needed to maintain ‘housing and the built environment’ to a higher standard. However, we felt that the ‘Governance’ of the rebranding schemes were at a higher standard- due to the positioning of Drake circus in close proximity to the university and therefore a market.
Place Check Form
· Areas around university and Drake Circus are well maintained with small amounts of litter and it is more attractive, showing that rebranding is having a positive effect on the immediate surroundings of flagship projects.
· Rebranding has been well managed and strategic, for example the shops in Drake Circus are the regular high street stores and are well suited to the university student target group.
· Away from rebranded areas the town becomes more derelict and unattractive having suffered from less investment and a decrease in passing trade.
Retail Value
· Drake Circus had a four times retail value than New George Street
· From East to West there was a decreasing retail value on New George Street (further away from Drake Circus there is less investment and it is more unattractive for shops to locate).
· New George Street is vulnerable to becoming a zone of abandonment as business moves to Drake Circus.
· Suggesting rebranding now needs to take place at the western end of New George Street.
· Perception analysis & Attraction survey
· All but one of those surveyed were from Plymouth
· 2/3 only came to visit because of convenience
· 100% agreed that Drake Circus has transformed shopping in Plymouth, however, it was not determined whether this was for the better or the worse
· 100% agreed that parts of the city centre still need to be regenerated/redeveloped
· 2/4 senior citizens shopped in unrebranded areas as well as rebranded areas
Firstly, 100% of both locals and tourists surveyed no matter what their age or social economic status, agree that some areas still needed rebranding. Secondly, all local people surveyed said that they shopped at Drake Circus (although they also shopped in other areas). This demonstrates that the purpose of the shopping centre is being fulfilled, in that its making profit. However, these shorts successes do not show whether in the long term that the shopping centre will act as a growth pole or the multiplier effect will occur. Our secondary data supports this as it shows Plymouth has the 4th lowest number of new businesses in the South West counties and unitaries. The actual services that the rebranding provides do not appeal to every group. Senior citizens felt more inclined to shop in The Market and Armada Centre. However, all students interviewed stated that they only shopped in the rebranded areas.
A lack of tourists was surveyed in the attraction survey showing that perhaps reimaging is not effect on an international level. Other urban areas such as London would still be busy even out of season, suggesting that it may not be just the time of year that has lead to a decrease in the number of visitors to Plymouth. Furthermore, one of the few tourists who was surveyed suggested that the Piazza was “scruffy” although it has already been rebranded. This suggests that in relation to our third aim of our investigation that rebranding in this particular area was not fully successful.