1 minute read
from stakeholder interviews
from Birmingham Road Masterplan
by LDCgov
One-to-one interviews were also conducted with key stakeholder organisations in Lichfield and members of the council taskforce for the Birmingham Road site. The key themes emerging from these discussions are highlighted below:
• Lichfield should focus on what makes it distinct and shouldn’t attempt big retail-led development. Lichfield’s unique selling point (USP) was recognised as being its heritage and independent businesses. It was felt to be a mistake to try to mimic e.g. Burton-on-Trent, with big retail-led development, which would damage the unique qualities of Lichfield, while also likely to struggle owing to nearby competitors such as Tamworth: ‘Lichfield shouldn’t be trying to position itself as a retail competitor. What makes Lichfield unique is its history – this can exist alongside a robust retail offering.’
Advertisement
• Lichfield needs to attract younger demographics through housing and amenities offering. Another theme raised was the unsustainability of Lichfield’s demographics, with a lack of affordable housing, amenities and jobs for younger ages preventing the next generati0n from laying roots in the city. ‘In many ways Lichfield isn’t sustainable from a housing perspective, there’s not enough employment, Lichfield has a high number of commuters out.’
• Chances for new work spaces to cater to artisanal retail strengths. It was observed that new retail and commercial premises could cater to the local, artisanal businesses that characterise Lichfield by providing spaces for smaller coworking and creative studios.
• New retail units should also be able to accommodate contemporary retail requirements. While wanting to protect Lichfield’s small businesses, the need to provide affordable casual dining and contemporary retail offerings means some new units should have the capacity and flexibility to host businesses such as Nando’s, Zizzi’s, Pizza Express etc: ‘I was in Canterbury not so long ago – that was really vibrant with lots of independent shops, but also Zizzi’s, Prego, Nando’s.’
