Southam-AMT-Town-Benchmarking-2012- by Adrian Denham

Market Town Benchmarking Measuring the performance of town centres

Southam Annual Report

June 2012

EXECUTIVE SUMMARY Retail offering •

•

• •

•

Low level of A1 shops. 39% of the commercial units in Southam Town Centre are A1 Shops, a figure noticeably lower than the National Small Towns average of 53% and the Typology Towns figure of 49%. 20% of the commercial units are in the D1 classification Non Residential Institutions, which is a much higher than the National and Typology figure of 6%. An independent town. Southam is a town centre dominated by ‘independent’ A1 retailers. The 81% is noticeably higher than the National Small Towns and Typology 4 figure of 65%. Southam does not house any of the Key Attractor stores as listed on pp13-‐14. Lover than average vacancy. The vacancy rate is 7%, the same as 2011 and 2% lower than the National average. A town for convenience shopping. Reflecting the National Small Towns and Typology 4 picture and the 2011 figures, the ‘convenience shopping’ (42%) was the most popular response in regards to the main reason for Town Centre Users to visit Southam. Better variety needed. 61% of Town Centre Users felt that the ‘variety of shops’ in Southam Town Centre was ‘Poor’ (54%) or ‘Very Poor’ (7%) a slight increase on the 2011 figure of 55%. Better physical appearance of shops needed. As in 2011, Town Centre Users felt the ‘physical appearance of the shops’ could be improved.

Footfall •

Low footfall. Footfall within Southam is noticeably lower than the National Small Towns and Typology 4 Towns. The average count per ten minutes on a ‘Busy’ day in Southam is 71, whilst Nationally the figure rises to 115 and for Typology 4 Towns increases to 178 people.

Market •

• •

Small offering. The average number of traders at the weekly Southam Market (11) is much lower than the National Small Towns average of 23 and the Typology 4 Towns figure of 21. Increases footfall. Average footfall on a Market Day is 71 people per ten minutes which declines to 44 on a Non Market Day. Increases car parking occupancy. On Market Day in Southam the vacancy rate in the car parking provision is 22%, the same percentage as recorded in 2011 and similar to the National Small Towns (19%) and Typology 4 Towns (23%) figures. On a non market day the vacancy rates in Southam double to 44%, a 1% increase from 2011,

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• •

•

and higher than the National Small Towns (37%) and Typology 4 Towns (32%) figures. Rated poorly by businesses. 64% of businesses rated the weekly market as either ‘Poor’ or Very Poor.’ Rated highly by town centre users. 74% of those Town Centre Users who use the Weekly Market recorded that it was ‘Good’ (57%) or ‘Very Good’ (17%). Comments as to why the Town Centre Users provided a positive rating included the ‘produce on offer’, the ‘range’ of stalls and the ‘atmosphere’. A move to Market Hill? A number of Town Centre Users wanted the market moved to Market Hill.

Business views •

•

Business Confidence. None of the businesses reported that they expected ‘turnover’ to decrease over the next 12 months. Nationally 29% of all Businesses in the National Small Towns cohort reported that ‘turnover’ would decrease. Local customer base. As in 2011 (78%), the most popular choice for ‘positive aspect of operating in the Town Centre’ was ‘potential local customers’. (86%) ‘Car parking’ (57%) was another common choice, and a figure much higher than the National Small Towns (31%) and Typology 4 (27%) ratings. Competition from other places. 50% of Businesses reported that ‘competition from other places’ was a ‘negative aspect’ of operating in Southam Town Centre, a 21% increase on the figure from 2011, 16% higher than the National Small Towns figure and 21% higher than Typology 4 towns.

Town Centre Users •

• •

Regular and local customers. 83% of Town Centre Users visited Southam either ‘daily’ (44%) or ‘more than once a week’ (39%). The figure for ‘Daily’ is noticeably higher than the National Small Towns (27%) and Typology 4 Towns (18%) figure. Highlighting a ‘local customer base’ 52% of Town Centre Users travelled to Southam ‘on foot’ compared to 36% Nationally and 31% in the Typology 4 Towns. Short stays. 89% of Town Centre Users stated that they stayed in Southam for 2 hours or less, a figure 35% higher than in 2011. Good physical appearance. 69% rated the ‘physical appearance’ of Southam Town Centre as ‘Good’ (63%) or ‘Very Good’ (6%), a slight increase on the 64% in 2011 and higher than the Typology 4 Towns figure of 54%. Clean. 75% of Town Centre Users rated the ‘cleanliness’ of the town centre as ‘Good’ (68%) ‘Very Good’ (7%). Convenient with access to services. The most popular responses in terms of the ‘positive’ aspects on Southam Town Centre were ‘Access to Services’ (89%) and ‘Convenience’ (81%). Interestingly both of these figures offer a huge increase from 2011. ‘Ease of walking around’ (75%) and ‘Car Parking’ (68%) were also considered

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‘positive’ aspects. Noticeably, 46% of respondents rated the ‘physical appearance’ of Southam Town Centre positively, a 42% increase from 2011. • A need for a restaurant and cultural activities. 64% of Town Centre Users felt that ‘restaurants’ were a ‘negative’ aspect of Southam whilst 52% recorded ‘cultural activities’. Planned Developments • Clothes and shoe shops needed. ‘Clothes and shoe shops’ provided to be a popular response in terms of the ‘Retail’ development Town Centre Users wanted to see. • Restaurant, Bakers and Butchers wanted. A ‘Restaurant/ Café’ was often cited as a retail development need alongside a ‘Bakers’ and ‘Butchers’. • Green space and a home for the Cardall Collection. Key themes to emerge from the open ended comments in terms of a community space included a ‘green space’, a ‘home for the Cardall Collection’ and a ‘Museum/ Heritage Centre.

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CONTENTS PAGE INTRODUCTION METHODOLOGY KEY FINDINGS KPI 1: Total Number of Commercial Units KPI 2: Retail by Comparison / Convenience KPI 3: Key attractors / multiple trader representation KPI 4: Number of vacant units KPI 5: Number of markets / traders KPI 6: Footfall Counts KPI 7: Car Parking Availability and Usage KPI 8: Business Confidence Survey KPI 9: Visitor Satisfaction Survey KPI 10: Shoppers Origin Survey APPENDIX

Page Number 6 8 9 9 12 13 15 15 16 18 21 28 41 42

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

Towns, depending on their size, contribute to either the Large or Small Town analysis. Southam is classed as a Small Town with 85 units recorded. The analysis provides data on each KPI for the Benchmarked town individually and in a national, longitudinal and typology context where available. Despite being conducted in spring 2012, the Southam data has been compared to the 2011 National and Typology data as it is the most recent. The National figure is the average for all the towns which participated in Benchmarking during 2011 broken down into Large and Small Town Categories. • 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. Information on towns contributing to Benchmarking in 2011, whether they are part of the Large or Small Town cohort, Region and Typology can be found within the Appendix. •

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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 complete PPS4, Planning for Sustainable Economic Growth, which requires the continued monitoring of the vitality and viability of centres in Policy EC9 understand their locality in a regional and national 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

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METHODOLOGY

Each KPI was collected in a standardized manner as highlighted in the Table below. KEY PERFORMANCE INDICATOR KPI 1: Total number of commercial units KPI 2: Retail by Comparison/Convenience KPI 3:Key attractors / multiple trader representation KPI 4: Number of vacant units KPI 5: Number of markets / traders KPI 6: Footfall KPI 7: Car Parking Availability and Usage KPI 8: Business Confidence Survey KPI 9: Town Centre Users Survey KPI 10: Shoppers Origin Survey

DATA COLLECTION METHODOLOGY Visual Survey Visual Survey Visual Survey Visual Survey Visual Survey Footfall Survey on Market and Non Market Days Footfall Survey on Market and Non Market Days Postal Survey/ Hand Delivered/ Face to Face/ On Line On Line and Face to Face Survey Shoppers Origin Postcode

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

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KEY FINDINGS

KPI 1: Total Number of Commercial Units 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. Table of Use Classes Class

Type of Use

Class Includes:

Shops

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 Financial and professional societies, professional services (other than health and services medical services) including estate and employment agencies and betting offices

Restaurants and Cafés

Food and drink for consumption on the premises-‐ restaurants, snack bars and cafes

Drinking establishments

Public houses, wine bars or other drinking establishments (but not nightclubs)

Hot food takeaways

Sale of hot food for consumption off the premises

Theatres, hostels providing no significant element of care, scrap yards. Petrol filling stations and shops selling and/ or displaying motor vehicles. Retail Sui Generis warehouse clubs, nightclubs, laundrettes, taxi ("unique" establishments) business, amusement centres, casinos, haulage yards, transport depots, veterinary clinics, dog parlours, tanning and beauty salons and tattoo studios.

Offices (other than those that fall within A2) research and development of products and processes, light industry appropriate in a residential area

Business

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General Industrial

Use for industrial process other than one falling within class B1 (excluding incineration purposes, chemical treatment or landfill or hazardous waste)

Storage and Distribution

Warehouses, includes open air storage

Hotels

Hotels, boarding and guest houses where no significant element of care is provided (excludes hostels)

Residential Institutions

Residential care homes, hospitals, nursing homes, boarding schools, residential colleges and training centres.

C2A

Secure Residential Institution

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.

Non residential institutions

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.

Assembly and leisure

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).

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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 85 commercial units recorded in the defined Southam Town Centre. * Please note that the data in KPI 1 has not been compared to 2011 as the size of the defined Town Centre was extended in the 2012 study from 68 to 85 units.

A1 A2 A3 A4 A5 B1 B2 B8 C1 C2 C3 D1 D2 SG Not Recorded

Southam %

National Large Towns %

National Small Towns %

Typology 4 %

39% of the commercial units in Southam Town Centre are A1 Shops, a figure noticeably lower than the National Small Towns average of 53% and the Typology Towns figure of 49%. 20% of the commercial units are in the D1 classification, which is a much higher than the National and Typology figure of 6%. ___________________________________________________________________________

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KPI 2: Retail by Comparison / 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 non-‐durable household goods. 2. Comparison goods – all other retail goods. • Books • •

• •

Clothing and Footwear Furniture, floor coverings and household textiles

• • •

Audio-‐visual equipment and other durable goods 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. Traditionally a two thirds comparison one thirds convenience A1 retail offering has been the benchmark of a ‘healthy’ town centre.

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Comparison Convenience

Southam %

National Large Towns %

National Small Towns %

Typology 4 %

Within the A1 Shops in Southam Town Centre 68% are classed as offering ‘comparison’ goods. The ratio in Southam between ‘comparison’ and ‘convenience’ generally mirrors the two thirds/ one third split in the National and Typology towns. * Please note that the data in KPI 2 has not been compared to 2011 due to changes in the definitions of comparison and convenience goods. For example, Hairdressers and Chemists now fall under the comparison heading.

___________________________________________________________________________ KPI 3: Key attractors / multiple trader representation 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

Clothing Burton Dorothy Perkins H & M New Look Primark River Island Topman Topshop Other Retailers Carphone Warehouse Clarks Clintons HMV

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Sainsbury’s Tesco Waitrose

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. * Please note that the data in KPI 3 has not been compared to 2011 as the size of the defined Town Centre was extended in the 2012 study from 68 to 85 units. Key Attractor Multiple Regional Independent

Southam %

National Large Towns %

National Small Towns %

Typology 4 %

Southam is a town centre dominated by ‘independent’ A1 retailers. The 81% is noticeably higher than the National Small Towns and Typology 4 figure of 65%. Southam does not house any of the Key Attractor stores listed above. ___________________________________________________________________________

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KPI 4: Number of vacant units 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.

Vacant Units

Southam 2012 %

Southam 2011 %

National National Large Towns Small Towns % % 9

Typology 4 %

The vacancy rate in Southam Town Centre has remained the same from 2011, 7%. In comparison to the National Small Towns (9%) and Typology 4 Towns (9%) the figure for Southam is slightly lower. ___________________________________________________________________________ KPI 5: Number of markets / traders 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.

Average number of market days during week Average number of traders at a market

Southam 2012

Southam 2011

National Large Towns

National Small Towns

Typology 4 1 21

The average number of traders at the weekly Southam Market (11) is much lower than the National Small Towns average of 23 and the Typology 4 Towns figure of 21. ___________________________________________________________________________ ___________________________________________________________________________ 15 AMT Town Benchmarking Report

KPI 6: Footfall Counts 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 is based on the count point within the town centre with the highest aggregate footfall. The figures for the Busy/ Market Day and Quiet/ Non Market Day time are an average of the three ten minute counts in that specific location between 10.00am-‐ 11.00am, 11.00am-‐12.00pm and 12.00pm-‐13.00pm. Thus, the numbers displayed refer to the average footfall count over a 10 minute period on a Busy and Quiet day.

Southam 2012

Southam 2011

Busy

462

115

178

Quiet

318

136

National National Large Towns Small Towns

Typology 4

The busiest part of Southam Town Centre is outside the Post Office. The footfall figures recorded at this part of the town are slightly lower on a Busy/ Market and Quiet/ Non Market Day than in 2011. Footfall within Southam is noticeably lower than the National Small Towns and Typology 4 Towns. The average count per ten minutes on a ‘Busy’ day in Southam is 71, whilst Nationally the figure rises to 115 and for Typology 4 Towns increases to 178 people. A full breakdown of the Footfall counts and timings is available on the next page.

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Count Point Location: Post Office Time

Market Day/ Busy Day Count

Time

Non Market Day/ Quiet Day Count

10.25-‐10.35

11.25-‐11.35

12.25-‐12.35

Count Point Location: Market Hill Time

Market Day/ Busy Day Count

Time

Non Market Day/ Quiet Day Count

10.50-‐11.00

10.40-‐10.50

11.50-‐12.00

11.15-‐11.25

12.50-‐13.00

12.15-‐12.25

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KPI 7: Car Parking Availability and Usage These days 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 broken down into the; • • • • • • • • • • • •

Provision of total number of spaces in designated car parks Provision of total number of short stay, long stay and disabled spaces in designated car parks Percentage of vacant spaces in designated car parks on a Busy/ Market Day and on a Quiet/ Non Market Day. Average number of illegally parked cars in designated car parks on a Busy/ Market Day and on a Quiet/ Non Market Day. Provision of total number of on street car parking spaces Provision of total number of on street short stay, long stay and disabled spaces Percentage of vacant on street spaces on a Busy/ Market Day and on a Quiet/ Non Market Day. Average number of illegally parked cars on street on a Busy/ Market Day and on a Quiet/ Non Market Day. Overall provision of car parking spaces Overall provision of total number of short stay, long stay and disabled spaces Overall percentage of vacant spaces on a Busy/ Market Day and on a Quiet/ Non Market Day. Overall average number of illegally parked cars on a Busy/ Market Day and on a Quiet/ Non Market Day. *Please note that the data in the 2012 report is far more detailed than in previous years thus in the 2011 column ‘n/a’ ‘not applicable’ is prevalent. However, to compare the figures to 2011 readers need to review the ‘Overall’ section of the table.

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Southam 2012

Southam 2012 %

Southam 2011%

National Large Towns %

National Small Towns %

Typ. 4 %

Car Park:

Total Spaces:

267

Short Stay Spaces: (4 hours and under) Long Stay Spaces: (Over 4 hours) Disabled Spaces:

165

Not Registered

n/a

Vacant Spaces on a Market Day: Vacant Spaces on a Non Market Day: Illegal Spaces on a Market Day: Illegal Spaces on a Non Market Day: On Street:

n/a

121

n/a

Total Spaces:

Short Stay Spaces: (4 hours and under) Long Stay Spaces: (Over 4 hours) Disabled Spaces:

Not Registered

n/a

Vacant Spaces on a Market Day: Vacant Spaces on a Non Market Day: Illegal Spaces on a Market Day: Illegal Spaces on a Non Market Day:

n/a

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Overall

Total Spaces:

322

n/a

Short Stay Spaces: (4 hours and under) Long Stay Spaces: (Over 4 hours) Disabled Spaces:

128

178

Not Registered

n/a

Vacant Spaces on a Market Day: Vacant Spaces on a Non Market Day: Illegal Spaces on a Market Day: Illegal Spaces on a Non Market Day:

143

n/a

There are 267 spaces in the Car Parks in Southam (83%) and 55 on street (17%) parking spaces available for public use. In total 55% of the car parking offering in Southam is Long Stay. On Market Day in Southam the vacancy rate in the car parking provision is 22%, the same percentage as recorded in 2011 and similar to the National Small Towns (19%) and Typology 4 Towns (23%) figures. On a non market day the vacancy rates in Southam double to 44%, a 1% increase from 2011, and higher than the National Small Towns (37%) and Typology 4 Towns (32%) figures. ___________________________________________________________________________

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KPI 8: Business Confidence Survey The aim of the Business Confidence Survey is to establish an understanding of the economy of the town. By establishing the trading conditions of the town centre businesses efforts can be focussed on looking at issues which are of concern and how to improve them. The following table is based on the 14 responses from the Business Confidence Survey.

What is the nature of your business? Retail Commercial/Professional Public Sector Hospitality Other What type of business are you? Multiple Trader Regional Independent

Southam 2012 %

Southam 2011 %

National Large Towns %

National Small Towns %

Typology 4 %

Southam 2012 %

Southam 2011 %

National Large Towns % 17

National Small Towns % 15

Southam 2012 %

Southam 2011 %

National Large Towns % 7

National Small Towns % 7

Typology 4 % 6

How long has your business been in the town? less than one year one to five years six to ten years more than ten years

Typology 4 % 4

As in 2011, the majority of Southam Businesses (65%) who responded to the survey recorded that they had been in the town for ‘more than 10 years.’ ___________________________________________________________________________ 21 AMT Town Benchmarking Report

5. Compared to last year has your turnover…….?, increased stayed the same decreased 6. Compared to last year has your profitability…….? increased stayed the same decreased 7. Over the next 12 months do you think your turnover will…….? increase stay the same decrease

44%

National Large Towns % 28

National Small Towns % 28

22%

33%

Southam 2012 %

Southam 2011 %

33%

National Large Towns % 23

National Small Towns % 22

33%

Southam 2012 %

Southam 2011 %

50%

National Large Towns % 35

National Small Towns % 32

37%

13%

Southam 2012 %

Southam 2011 %

Typology 4 % 36

Typology 4 % 19

Typology 4 % 41

In regards to ‘business confidence’ Southam respondents provided a positive picture, specifically in comparison to the 2011, National Small Towns and Typology 4 figures. 54% of businesses stated that over the last year ‘turnover’ had ‘increased’, 10% higher than 2011, 26% higher than the National Small towns figure and 18% higher than within the other Typology 4 Towns. Similarly, in regards to ‘profitability’, 54% of businesses stated that this had ‘increased’ over the last year, noticeably higher than 33% in 2011, 22% for the National Small Towns average and 19% for Typology 4 towns. The most impressive of all the ‘business confidence’ survey questions was that no one reported that they expected ‘turnover’ to decrease over the next 12 months. Nationally 29% of all Businesses in the National Small Towns cohort reported that ‘turnover’ would decrease.

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8. What are the positive aspects of having a business located in the town? (Multiselect) 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 Other

Southam 2012 %

Southam 2011 %

National Large Towns %

National Small Towns %

Typology 4 %

As in 2011 (78%), the most popular choice for ‘positive aspect of operating in the Town Centre’ was ‘potential local customers’. (86%) ‘Car parking’ (57%) was another common choice, and a figure much higher than the National Small Towns (31%) and Typology 4 (27%) ratings. ‘Prosperity of town’ increased from 22% in 2011 to 36% in 2012.

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9. What are the negative aspects of having a business located in the town? (Multiselect) 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 Local business competition Competition from other places Competition from the Internet Other

Southam 2012 %

Southam 2011 %

National Large Towns %

National Small Towns %

Typology 4 %

50% of Businesses reported that ‘competition from other places’ was a ‘negative aspect’ of operating in Southam Town Centre, a 21% increase on the figure from 2011, 16% higher than the National Small Towns figure and 21% higher than Typology 4 towns.

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10a. Has your business suffered from any crime over the last 12 months? Yes

National Large Towns % 34

National Small Towns % 31

Southam 2012 %

Southam 2011 %

National Large Towns % 80

National Small Towns % 63

100

Southam 2012 %

Southam 2011 %

No 10b. What type of crime has your business suffered over the last 12 months (Multiselect) Theft Abuse criminal damage Other

Typology 4 % 38 62 Typology 4 % 64

36% of Businesses reported that they had suffered from ‘crime’ over the last 12 months and within this cohort 80% indicated the crime was ‘criminal damage.’ 11. How do you rate the weekly Southam market? 2012 % 0 Very Good 36

Good

Poor Very Poor

Southam 2011 % n/a n/a n/a n/a

National Large Towns % n/a

National Small Towns % n/a

n/a

Typology 4 % n/a

*Please note there are no figures for 2011 as the question was not asked.

64% of businesses rated the weekly market as either ‘Poor’ or Very Poor.’ The comments from those businesses who rated the ‘weekly market’ as ‘Poor’ or ‘Very Poor’ were; • “Poor-‐ Cheap products and limited stalls.” • “Poor-‐ Not enough stalls to bring people in and not enough people to keep good stakeholders attending.” • “Poor-‐ Poor selection of stalls-‐ most goods can be purchased in the town at a similar price.” • “Poor-‐ Not enough stalls.” ___________________________________________________________________________ 25 AMT Town Benchmarking Report

• • • • •

“Poor-‐ Not as big as it used to be and located in the wrong place.” “Poor-‐ Not enough mix. Wrong location, move to Market Hill. Should be 2 days a week. “Very Poor-‐ Not enough stalls and diversity.” “Very Poor-‐ Maybe change places and a wider range.” “Very Poor-‐ Where it is.”

The comments from those businesses who rated the ‘weekly market’ as ‘Good’ were; • “Good-‐ when people visit the market they also visit other local businesses, it would be better in centre of town each week.” • “Good-‐ the few stalls that are there generally offer good value and variety.” • “Good-‐ Although small does have fresh fish which is lacking in other town centre shops.” • “Good-‐ I have visited before on numerous occasions and find it very inviting with good Quality products.” Community Space Development Businesses were asked to comment on the planned Town Centre Redevelopment on the Library/ Police site, what they you like to see in terms of "Community Space”. Comments were varied, but a theme to emerge centred on ‘youth facilities’;

• • •

“More youth facilities, nervous about all on streets and park could be danger to premises.” Something for the teenagers to get them off the corners.” Youth provision, bring them into town for workshops.”

Retail Development In terms of the planned Town Centre Redevelopment on the Library/ Police site, businesses were asked to comment on any "Retail" developments they would like. The list of comments is provided below; • “High quality cookery shop.” • “No hairdressers as taking business away from current.” • “Only if the units can be utilised.” • “We need a major retailer in town centre to bring customers in.” • “Clothes, shoes, homeware.” • “Nice restaurant, wine bar or bistro.” • “More shops but more importantly a restaurant.” • “Activities and facilities to attract people into the town.” • “Shops that will bring people into the town.” • “Not dry cleaning.” ___________________________________________________________________________ 26 AMT Town Benchmarking Report

• • •

“More clothes/ shoe shops.” “Proper bakers and butchers.” “No more florists.”

Improvements Needed When asked for suggestions on what Businesses felt would improve the economic performance of the town the comments were; • "1) Provide start up/ relocation assistance for new retail. 2) Support Southam First as the main vehicle of improvement" • "1) More noticeable policing. 2) New businesses that are not currently in the area." • "1) Transfer Tesco's to the centre of the town. 2) More information on local shops/ services to residents" • "1) Move the MOP fair to recreation ground. 2) Encourage larger retailers to the town. 3) Bus route direct from different towns e.g. Daventry" • "1) A good restaurant/ wine bar/ bistro of an evening. 2) More varied clothes shops. 3) Bathroom/ Kitchen store. 4) Bakers such as Greggs." • "1) Improve the licenses premises to keep more people in the town. 2) Improve the streetscape by encouraging traders to tidy up their premises and improve the roundabouts." • "1) Kick up the backside" • "1) Later and earlier opening hours" • "1) Put market in the centre of the town and not in the car park" • "1) Opportunities within the town should be offered internally first" • "1) More market. 2) Bring in attractors. 3) Night trader shops open during day. 4) Footfall is low" ___________________________________________________________________________

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KPI 9: Town Centre Users Survey The aim of the Visitor Satisfaction 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 (i.e. locals who pop in every day or work in town) can be very different to someone who has never been to the place before. For the first group signage is not an issue, for example, and the second may not worry about fear of night time crime. The following table is based on the 199 responses from the Town Centre Users Survey.

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

Southam 2012 %

Southam 2011 %

National Large Towns %

National Small Towns %

Typ. 4 %

n/a

*Please note there are no figures for 2011 as the question was not asked.

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2. What is the main purpose of your visit to the town centre today? Work Convenience Shopping -‐ e.g. food Comparison Shopping -‐ e.g. clothes Access services -‐ e.g. Bank, Library Leisure -‐ e.g. eat, drink, go to the gym Other

Southam 2012 %

Southam 2011 %

National Large Towns %

National Small Towns %

Typ. 4 %

Reflecting the National Small Towns and Typology 4 picture and the 2011 figures, the ‘convenience shopping’ (42%) was the most popular response in regards to the main reason for Town Centre Users to visit Southam. 3. How often do you visit the town centre? Daily More than once a week Weekly Fortnightly More than once a Month Once a month or less First Visit

Southam 2012 %

Southam 2011 %

National Large Towns %

National Small Towns %

Typ. 4 %

83% of Town Centre Users visited Southam either ‘daily’ (44%) or ‘more than once a week’ (39%). The figure for ‘Daily’ is noticeably higher than the National Small Towns (27%) and Typology 4 Towns (18%) figure.

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4. How did you travel into the town centre today? On Foot Bicycle Motorbike Car Bus Train Other

Southam 2012 %

Southam 2011 %

National Large Towns %

National Small Towns %

Typ. 4 %

Highlighting a ‘local customer base’ 52% of Town Centre Users travelled to Southam ‘on foot’ compared to 36% Nationally and 31% in the Typology 4 Towns.

5. How do you rate the physical appearance of the town centre? Very Good Good Poor Very Poor

Southam 2012 %

Southam 2011 %

National Large Towns %

National Small Towns %

Typ. 4 %

69% rated the ‘physical appearance’ of Southam Town Centre as ‘Good’ (63%) or ‘Very Good’ (6%), a slight increase on the 64% in 2011 and higher than the Typology 4 Towns figure of 54%.

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6. How do you rate the cleanliness of the town centre? Very Good Good Poor Very Poor

Southam 2012 %

Southam 2011 %

National Large Towns %

National Small Towns %

Typ. 4 %

75% of Town Centre Users rated the ‘cleanliness’ of the town centre as ‘Good’ (68%) ‘Very Good’ (7%).

7. How do you rate the variety of shops in the town centre? Very Good Good Poor Very Poor

Southam 2012 %

Southam 2011 %

National Large Towns %

National Small Towns %

Typ. 4 %

61% of Town Centre Users felt that the ‘variety of shops’ in Southam Town Centre was ‘Poor’ (54%) or ‘Very Poor’ (7%) a slight increase on the 2011 figure of 55%.

8. How do you rate the leisure and cultural activities in the town centre? Very Good Good Poor Very Poor

Southam 2012 %

Southam 2011 %

National Large Towns %

National Small Towns %

Typ. 4 %

50% of the Town Centre Users rated the ‘leisure and cultural’ activities in Southam as ‘Good’ (46%) or ‘Very Good’ (4%) whilst the other half of respondents provided a negative rating. ___________________________________________________________________________ 31 AMT Town Benchmarking Report

9. What are the positive aspects of the town centre? Physical appearance Shopping Restaurants Access to Services -‐ e.g. banks, Post Office, Library 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 Other

Southam 2012 %

Southam 2011 %

National Large Towns %

National Small Towns %

Typ. 4 %

n/a

The most popular responses in terms of the ‘positive’ aspects on Southam Town Centre were ‘Access to Services’ (89%) and ‘Convenience’ (81%). Interestingly both of these figures offer a huge increase from 2011. ‘Ease of walking around’ (75%) and ‘Car Parking’ (68%) were also considered ‘positive’ aspects. Noticeably, 46% of respondents rated the ‘physical appearance’ of Southam Town Centre positively, a 42% increase from 2011.

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9. What are the negative aspects of the town centre? Physical appearance Shopping Restaurants Access to Services -‐ e.g. banks, Post Office, Library 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 Other

Southam 2012 %

Southam 2011 %

National Large Towns %

National Small Towns %

Typ. 4 %

n/a

*Please note there are no figures for 2011 as the question was not asked.

64% of Town Centre Users felt that ‘restaurants’ were a ‘negative’ aspect of Southam whilst 52% recorded ‘cultural activities’ and 45% ‘shopping’.

Do you use the weekly market?

Yes No

Southam 2012 %

Southam 2011 %

National Large Towns %

National Small Towns %

Typ. 4 %

n/a

*Please note there are no figures for 2011 as the question was not asked.

51% of respondents reported that they used the weekly market. ___________________________________________________________________________ 33 AMT Town Benchmarking Report

The 49% who did not use the weekly market were asked why this was the case. Many of the respondents noted that it was because they were ‘working’ or ‘did not need’ to use the market. Other responses were; • "Do not like markets" • "Lack of choice" • "No variety" • "Poor facilities and poor quality." • "Use Banbury or Rugby Market" • "Usually shop in supermarket" If yes, how do you rate the weekly market? Very Good Good Poor Very Poor

Southam 2012 %

Southam 2011 %

National Large Towns %

National Small Towns %

Typ. 4 %

n/a

*Please note there are no figures for 2011 as the question was not asked.

74% of those who use the Weekly Market recorded that it was ‘Good’ (57%) or ‘Very Good’ (17%). Comments as to why the Town Centre Users provided a positive rating included the ‘produce on offer’; • "Because there are excellent stalls for veg, fish, meat and biscuits etc. " • "Purely because of the Fresh Fish stall." • "Quality of fruit, veg and fish is very good." • "I almost always purchase fish and vegetables. Some goods I buy are unavailable elsewhere in Southam e.g. fish, watch batteries and bedsocks. And the range of fruit and veg is the best in town or Tesco." • "The variety of fish and meat." The ‘range’ of stalls was also considered to be a positive aspect of the weekly market. • "It has what I need -‐ fruit & veg, fish, flowers & plants, household goods" • "Good range of goods to supplement what the town shops offer." • "I regularly use the almost all of the stalls and feel the products to be good value for money" • "Good selection of stalls." ___________________________________________________________________________ 34 AMT Town Benchmarking Report

• • • •

"There is a lot of variety in the stalls." Wide range of choices" "Good: Good range of choice and everything you need." "Variety, everything there!"

The ‘atmosphere’ of the market was also cited; • "All stallholders are friendly." • "Friendliness of market traders & variety of goods" • "Because I feel it is a jolly happy market which brings lots of people from the villages into Southam to shop and meet up with friends." • "Excellent atmosphere." • "Very Good. Although small stalls they are good and the atmosphere is friendly." From the 27% of Town Centre Users who provided a negative rating of the market the main reason centred on the ‘lack of choice’ and the ‘limited number of stalls.’ • "the range is too small" • "Too Few Stalls." • "Not Enough Stalls On A Regular Basis" • "Lack Of Variety" • "Not Much Variety" • "Good: Not Enough Variety." • "Not Much Choice. Declining For the Last 10 Years." • "Is A Bit Restricted On Variety Of Good On Sale, Need More Stalls And Promotion Of Market To Draw People In." • "Not Enough Stalls Or Variety, Compared To 10 Years Ago. Craven Arms Used To House It."

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10. How long do you stay on a visit to the town centre? Less than an hour 1 -‐ 2 hours 2 -‐ 4 hours 4 -‐ 6 hours All day Other

Southam 2012 %

Southam 2011 %

National Large Towns %

National Small Towns %

Typ. 4 %

89% of Town Centre Users stated that they stayed in Southam for 2 hours or less, a figure 35% higher than in 2011. On average on a normal visit to Southam Town Centre, how much money would you spend? Nothing £0.01-‐£5.00 £5.01-‐£10.00 £10.01-‐£20.00 £20.01-‐£50.00 More than £50.00

Southam 2012 %

Southam 2011 %

National Large Towns %

National Small Towns %

Typ. 4 %

n/a

36% of respondents reported that on an average visit to Southam Town Centre they spend £5.01 to £10.00. In 2011, the £5.01 to £10.00 was also the most popular option, 30%.

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Community Space Development

Key themes to emerge from the open ended comments included a ‘green space’;

"More green areas." Perhaps the best community space would be the green grassed area -‐ this is used for many community events and is a much cherished space which has a very positive impact on the appearance of the town" • "No loss of green open space and retention of as many trees as possible so that open air community events can still take place within the town centre. • "That it remains green open outside space." • "Greenery & trees with seating." • "Some greenery and floral displays." • "Greenery and trees remaining in the area! At present is a lovely central area and just to have more buildings will make it like Leamington -‐ all concrete -‐ it would make me just go to Leam for everything if we lost this part of our community." • "More green space." • "Green leisure areas." A ‘home for the Cardall Collection’ and a ‘Museum/ Heritage Centre were also popular comment; • •

• • • • • • • • • • •

• •

"Space for Cardall Collection." "A home for the Cardall Collection." "Cardall museum" "Somewhere for youngsters to congregate instead of sitting on walls etc" "I would like to see some type of museum which allows the history of Southam to be available for all." "Area available for displays of local art or exhibitions of local history-‐Cardall Collection etc. Exhibition Space. Local history museum. Site-‐specific, contemporary public art. Cycle parking." "Visitor/heritage centre." "I hope it will include a permanent home for the interesting and valuable Cardell collection" "A place for local history to be available to be seen and also some open space for small events connected with the town to be held but not too often." "A heritage centre giving a permanent home to the Cardall Collection. If there is no home for it, the collection could well be lost to the town for ever. It contains so much of the history for the town and its people. There needs to be space for the Collection to be accessible to all with the provision of work space not just the odd show case." "the Cardall Collection housed" "not sure"

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•

• • •

"Exhibition and storage space for the Cardall Collection which is important for the history of Southam to be readily available both for local residents, schools and also would attract visitors to the town. "history/museum -‐ Cardall collection space "A Heritage/ Tourist info place for visitors. A celebration of Southam history. "Museum."

Retail Development ‘Clothes and shoe shops’ provided to be a popular response in terms of the ‘Retail’ development Town Centre Users wanted to see; • "Leisure wear, shoes & clothes suitable for country living -‐-‐ fleece jackets etc, gifts, crafts, interesting shops that would attract browsers from within & outside the town." • "Clothing, shoes." • "Everyday Clothing Store." • "It would be helpful to have a shop selling shoes but most other needs seem to be catered for." • "Shops that complement the existing e.g. clothing" • A decent high street clothes chain." • "Shoe shop, trainers, and casual items." • "A children’s clothes outlet." • "Clothes shop." • "some decent shops for clothing and shoes, not just trendy boutiques, less prime sites taken-‐up by house agents and offices." • A shop selling underwear and ladies clothing." • "General clothes shop." • "Shoe shop. • "Men’s clothes and shoe shop." A ‘café/ restaurant’ was also an often cited retail development; • "Family friendly cafe with level access / space for prams." • "Costa coffee." • "Coffee shop with lots of seating outside it." • "Nice restaurant that opens at night too etc." • "Refreshments on sale." • "Restaurant." • "Coffee Shop. • "Coffee place/ cafe." • "Deli." • "A cafe -‐ if that can be classed as 'retail'. • Bakery/deli, restaurant." ___________________________________________________________________________ 38 AMT Town Benchmarking Report

•

"Museum and Coffee Shop."

‘Bakery’ and ‘butchers’ were also popular ideas for the retail development. • "A place to buy fresh bread e.g. Delicatessen type farm shop." • "A butchers." • "A good quality Butcher.” • -‐"a proper bakery. " • "Butcher and Bakers" • "Town centre supermarket" • "Butchers, greengrocers and bakery." Improvements Needed As in 2011 Improvement of the ‘retail offering’ emerged as a common theme; • "More quality shops and more variety." • "Greater variety of shops." • "More shops." • "More variety of shops." • "More variety of clothes e.g. kids/teens." • "To improve variation of shops." As in 2011, Town Centre Users felt the ‘physical appearance of the shops’ could be improved; • "Cleaning up shop fronts." • "A decent restaurant and getting rid of the horrible 1980s shop facades." • "Smarter brickwork/windows in old shop fronts." • Several of the shop fronts are absolutely dreadful." • "Tidy shop fronts." • "Refurbish all present shop frontage." • "Improve frontages of shops, particularly row opposite library. Tidy up the pubs, better range of shops." A number of respondents mentioned moving the ‘market to Market Hill’; • "Market on Market hill." • "Put the market on Market Hill, make it more varied with entertainment and food and drink." • "Move the market to Market Hill even if this means closing the road -‐ that is what the bypass is for." ‘Traffic calming’ was also mentioned; ___________________________________________________________________________ 39 AMT Town Benchmarking Report

• • • • • •

"Make High Street / Market Hill a 20 mph area with traffic calming features." "Maybe put a chicane at the top of town and at the Banbury road end of town, to slow traffic enough, so that the bypass is used more." "Improve the junction with Park Road Slow the traffic down." "Close off Wood Street and/ or widen pavements." "Market Hill and Park Lane corner needs a risk assessment." "Another road crossing at Market Hill."

___________________________________________________________________________

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KPI10: Shoppers Origin

The Shoppers Origin Survey tracks the general area that your town centre visitors originate from. The data can be used to target local marketing or promotional literature. It can also be used as evidence of the success of such campaigns by gauging the penetration into the population. The postcodes have been split into 3 categories to be able to compare with other towns. The categories are: • • •

Locals; those who live within a Post Code covering the town Visitors; those who live within a Post Code less than a 30 minute drive away Tourists; those who live within a Post Code further than a 30 minute drive away National National Southam Southam Typology 4 Large Towns Small Towns 2012 % 2011 % % % %

Locals

Visitors

Tourists

As in 2011, the majority of the Post Codes gathered were from ‘Locals’, the 69% higher than the National Small Towns (57%) and Typology 4 (51%) data.

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APPENDIX Towns contributing to Large Town Benchmarking Typology Crewe North West n/a Macclesfield North West n/a Nantwich North West 2 Wilmslow North West n/a Hemel Hempstead South East n/a Hitchin South East 5 St Albans South East n/a Melton Mowbray East Midlands 2 Market Harborough East Midlands 8 Beeston East Midlands n/a Loughborough East Midlands n/a St. Ives East of England 4 Trowbridge South West 2 Wrexham North Wales n/a Towns contributing to Town Benchmarking Typology Alsager North West 1 Audlem North West n/a Alderley Edge North West n/a Bollington North West 5 Congleton North West 8 Disley North West 1 Handforth North West n/a Knutsford North West 5 Middlewich North West 4 Poynton North West n/a Holmes Chapel North West 8 Sandbach North West 8 Baldock South East n/a Hoddesdon South East n/a Harpenden South East 5 Ware South East n/a Leatherhead South East n/a Lutterworth East Midlands 8 Earl Shilton East Midlands 7 Ashby East Midlands 8 Coalville East Midlands 7 South Wigston East Midlands n/a Newark East Midlands 2 ___________________________________________________________________________ 42 AMT Town Benchmarking Report

Kimberley Eastwood Stapleford Hinckley Arnold Huntingdon St Neots Ramsey Amesbury Bradford Upon Avon Warminster Holyhead Shotton Queensferry Saltney Buckley Connahs Quay Flint Holywell Mold Southam

East Midlands East Midlands East Midlands East Midlands East Midlands East of England East of England East of England South West South West South West North Wales North Wales North Wales North Wales North Wales North Wales North Wales North Wales North Wales West Midlands

n/a n/a n/a n/a n/a 4 4 4 4 5 2 n/a n/a n/a n/a n/a n/a n/a n/a n/a n/a

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Typology Classification

Group 1 : Middle Aged, Managerial Jobs 236 places (14.7%) This group is characterized by relatively high values on young/middle age groups (25–44), intermediate and managerial occupations, people working in public administration, education and defence, detached housing, households with adult children and a high proportion of carers. It has low numbers of residents with no qualifications. Geographically the group is found on the outskirts of the big cities and towns outside London and along the south coast from Essex and Kent and into Devon and Cornwall. Group 2 : Single Persons, Routine Jobs 261 places (16.3%) Places in this group are particularly characterized by persons living alone (separated/divorced and pensioners), as well as people in routine and lower supervisory and managerial occupations and people living in rented accommodation. Car ownership is low whilst travel to work by public transport is relatively high. Geographically this group is well scattered across the rural areas of the country but particularly in the East of England (Norfolk and Suffolk), in the South West (Wiltshire, Cornwall and Devon). There are few examples of this type of place around the main population centres. Group 3 : Older Persons, Leisure Jobs 123 places (7.7%) This group is characterized by older persons, single pensioners, workers in hotels and restaurants, and part time workers, especially among men. It Also has high numbers of people working from home and of second homes. This group of places is found overwhelmingly in coastal areas (for example, on the Isle of Wight and in Devon and Norfolk) and in attractive rural areas (e.g. Hampshire, Gloucestershire and North Yorkshire). Group 4 : Young Families, Administrative Jobs 129 places (8%) The group is typified by high proportions of people in the 25 – 44 age groups and women looking after the home. Occupations tend to be in the higher managerial and professional groups and in public administration ___________________________________________________________________________ 44 AMT Town Benchmarking Report

(including defence, teaching and social security). Most places in this group are located in what geographers have called the ‘Golden Belt’ a stretch of country going from north Wiltshire, through Oxfordshire, Buckinghamshire, Bedfordshire to Cambridgeshire with an ‘offshoot’ in Berkshire. This area grew rapidly in the period 1981-‐2001 and continues to do so. There are few places of this type outside this area but where they do exist they are in the rural areas around sizeable towns. Group 5 : Professionals, Commuting 188 places (11.7%) This group is characterized by high proportions of professional and higher managerial workers and by people employed in intermediate managerial occupations. There are high proportions of people in financial service occupations and people who commute over 20 kilometers to work. Use of public transport is also proportionately high. There comparatively high proportions of Asian/British Asian households relative to the other groups of settlements. As might be expected from its social and occupational description, this group of rural places is predominantly located within commuting belt around Great London and particularly along the major rail routes into London. There are, however, examples of these types of places around other cities, especially Leeds/Bradford and Greater Manchester. Group 6 : Disadvantages, Routine Employment 181 places (11.2%) This group includes high proportions of census measures that have been used to identify social and economic disadvantages of various kinds. These include: routine and low skill occupations, lack of qualifications, unemployment, long term illness, lone parents, lack of a car and the presence of social housing. The geography of most of the members of this group is overwhelmingly that of the former coalfield areas, namely, Notts/Derby, South and West Yorkshire and Northumberland/Durham. Other, smaller, geographical clusters of places in this group are the Cumbrian coast, Teesside and east Lancashire. Places not in such clusters include Hayle (Cornwall), New Addington (Greater London) and Withernsea (East Riding of Yorkshire). Group 7 : Routine Jobs, Agriculture/Manufacturing 209 places (13%) This group is similar to Group 6 in that it is characterized by routine and low skill occupations and lack of qualifications. However, this also typified by high percentages of people working in agricultural and manufacturing ___________________________________________________________________________ 45 AMT Town Benchmarking Report

occupations and in the wholesale trades. Unemployment (in April 2001) was low. As might be expected this group maps onto two main types of area: rural areas and generally those with labour intensive agricultural production of various kinds (e.g. Norfolk, the Fens, mid Somerset and Lincolnshire/North Lincolnshire) and around the major manufacturing centres of the West and East Midlands, West Yorkshire and Humberside. Group 8 : Age Mix, Professional Jobs 290 places (18%) This, the largest single group in the typology, is also typified by professional and managerial workers and high levels of educational qualifications but is distinguished from Group 1 by a broader age range (relatively high numbers of young people, but also of middle aged and older people) and from Group 6 by lower levels of longer distance commuting. Also unlike either of these groups there are high proportions of households in detached houses and very low levels of public transport use. The geography of this group is similar to Group 4 in that it is mostly concentrated within the ‘Golden Belt’ of Middle England. However, it is nationally more widespread than Group 4 and includes locations on the outskirts of all the major urban centres outside London with the notable exception of Tyneside where only Castle Morpeth and Coxhoe (both somewhat distant from the conurbation), are of this type.

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