Ballymena Town Centre Investment Plan and Town Centre Strategy by Mid and East Antrim Borough Council

Ballymena Town Centre Investment Plan and Town Centre Strategy

Contents Appendices

1 Introduction

A 4

2 Ballymena Town Centre Review and Planning Process

Performance of Ballymena Town Centre

Review of progress against the 20102020 Town Centre Masterplan

General Recommendations

3 Ballymena — its Development Journey

Ballymena Town in Figures

Listening to Our Stakeholders

Perception of the Retail and Commercial Sectors in the Town

Review of the Progress Against the 2010 to 2020 Ballymena Town Centre Regeneration Masterplan

Ballymena Regeneration Masterplan 2010-2020

Ballymena Town Centre by 2031

Public Engagement Feedback 21

5 Understanding Ballymena Town Centre — the 2021 Context and Baseline

Strategic Context for the Ballymena Town Centre Investment Plan and Town Centre Strategy

Evolving Role of Town Centres

Strategic context for the Ballymena Town Centre Investment Plan

D Retailer and Trader Feedback

Updated Ballymena Town Centre Investment Plan

The Ballymena Town Centre Investment Plan 2021-2031

Leadership Resourcing and Decision Making

Ballymena – Project Implementation

8 Ballymena Town Centre Strategy

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1 Introduction This document sets out an updated Investment Plan for Ballymena Town Centre. The Investment Plan update was commissioned by Mid and East Antrim Borough Council (the Council) and resourced by the Department for Communities (DfC) which carries the Northern Ireland Executive’s responsibility for regeneration. Venture International Ltd (Venture) and the Paul Hogarth Company were commissioned to facilitate the update of the existing Ballymena Town Centre Regeneration Masterplan which was published in 2010. This has provided the strategy and framework for public investment in Ballymena Town Centre over a ten-year time frame to 2020; it will be superseded by this ten year Investment Plan that covers the 2021 to 2031 time frame.

The Investment Plan and Town Centre Strategy work collaboratively to help deliver on an agreed vision for Ballymena. This has been developed based on an analysis of the performance of Ballymena Town Centre and feedback from a range of stakeholders with a clear interest in the Town Centre including users, those investing in the Town Centre and those with a responsibility for regenerating and developing the town.

2 Ballymena Town Centre Review and Planning Process The following process was implemented to complete the update of the current Ballymena Town Centre Regeneration Masterplan, create a new investment framework, and plan to support the most effective use of public sector investment to create the conditions for regeneration and renewal in Ballymena Town Centre:

Review Existing Investment Plan

Consultation & Analysis

Develop Draft Investment Proposal

Public Engagement Process

Ballymena Town Centre Investment Plan and Strategy 2021-2031

Update Town Centre Investment Plan

10-Year Town Centre Strategy

Engagement: Public & Retailers/Traders

Central to the development of this updated Town Centre Investment Plan, has been the engagement of the public (the people who use the Ballymena Town Centre for a range of reasons but largely for retail, accessing services, as a working environment or as a place to meet and socialise), people who own and manage retail and service businesses and people with a remit and responsibility for promoting and regenerating the town. The level of public engagement informing and directing this updated Ballymena Town Centre Investment Plan was:

37%

63% Public Engagement Retailers and Traders Engagement

Social Media Engagement

Twitter Engagements

404

Twitter Impressions

10,899

Facebook Engagements

803

Facebook Reach

23,847

5,000

10,000

15,000

20,000

25,000

30,000

The total extent of public engagement with the process to update the Ballymena Investment Plan and direct the Town Centre Strategy was 1,385 citizens and traders/retailers.1 In addition, the social media footprint for the engagement was as depicted in the diagram above. This level of engagement ensures that the updated Investment Plan and supporting town Centre Strategy have been developed with the benefit of the current experience and aspirations of the key stakeholders in Ballymena town centre. Their input has provided direction on the vision for the town centre and on what and where public investment should focus.

1 It is noted that the public engagement process for Ballymena Investment Plan and Town Centre Strategy was carried out in tandem for a similar process in Larne and that the same social media campaign was used to support both processes hence the same level of research.

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3 Ballymena — its Development Journey The ‘City of Seven Towers’, as Ballymena has come to be known, has been inhabited since prehistoric times. However, most archaeological evidence in the area dates from the early Christian/early Medieval period (c. 400-1200 A.D.). The name Ballymena derives from the Gaelic meaning ‘townland in the middle of the ford’, as the town was settled on a gentle slope from the north bank of the Braid River. In 1630, Sir Robert Adair, the owner of the Ballymena estate, was appointed High Sheriff of County Antrim. He built a castle on the hill at the east end of Castle Street, since demolished. Forty-seven Industrial Heritage Record sites exist within a 4km radius of the town centre. Some are associated with the defunct Ballymena-Larne narrow-gauge track and road bridges, though most are related to textile production: flax mills, scotching mills, beetling mills and weaving/spinning mills. Some of this textile production was also carried out in people’s homes. Today, Ballymena is better known as a regional shopping destination. This reputation started perhaps as early as the 1800’s when the Ordnance Survey Memoirs stated, ‘the shops are very numerous, the main streets being crowded with them, many of them are very good and afford all the necessaries and most of the luxuries of life.’ Even today, people travel significant distances to shop in Ballymena. Ballymena has grown in regional importance as a public sector and manufacturing hub that employs a significant part of the local population. Due to Ballymena’s regional importance, a variety of studies and policies have been undertaken in order to ensure the success of its town centre.

Historic image of Bridge Street

Braidwater Mill in the 1950’s

Ballymena Town Centre Investment Plan and Strategy 2021-2031

4 Review of the Progress Against the 2010 to 2020 Ballymena Town Centre Regeneration Masterplan As part of the updated process, it was appropriate to review the progress made in delivering the actions and projects set out in the 2010 to 2020 Regeneration Masterplan; this is not completed as an evaluation process but rather to confirm: • What was achieved? • What actions remain to be delivered? • Are these outstanding actions still relevant… given that circumstances and the role of town centres can and do change as does the motivations for visiting and using our town centres

The review was carried out as follows: • Assessing the outgoing 2010 to 2020 Regeneration Masterplan to confirm what has and has not been completed

• Engaging with the Councillors representing Ballymena Town • Engaging with Ballymena BID • Consulting with the appropriate Council officers with responsibility for regeneration and Town Centre development The following diagram confirms the progress against the actions and projects set out in the 2010 to 2020 Ballymena Town Centre Regeneration Masterplan:

• Engaging with the DfC Officers with responsibility for regeneration for Ballymena

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Ballymena Regeneration Masterplan 2010-2020 Ballymena Masterplan Projects

38 39

25 28 27

29 32

18 19 20 34

23 21

Key Completed Uncompleted On-going

Ballymena Town Centre Investment Plan and Strategy 2021-2031

DESCRIPTION

POSITION

GENERAL TOWN CENTRE INITIATIVES (not shown on masterplan) 1

Environmental Improvements

Signage and Interpretation

Accessibility Strategy

not 100% coverage

Cycle Provision Programme

unaware of progress

Town Centre Branding & Marketing

some activity has been progressed

Festivals, Events & Activities

unaware of progress

Transport Assessment

Town Centre Frontage Improvements

2013/14 revitalisation programme

Town Centre Safety Initiative

unaware of progress

Evening Economy Initiative

Link Road Landscape Improvements

unaware of progress

Braid River Greenway

unaware of progress

Braid River Clean-up & Management

Retail Capacity Study

Living Over Shops Scheme (LOTS)

Ballymena Primary & Community Care Infrastructure

MASTERPLAN PROJECTS 17

Trostan Avenue Housing & Mixed Use Development

Bridge Street Development & Public Square

Bridge Street Gateway Improvement

Landmark Pedestrian Bridge

Riverfront Developments

Braid River Bridge Upgrades

Riverfront Public Realm

Henry Street Linkage

Ballymoney Road Development

Housing at Lamont Playing Fields

Public Realm Upgrades to Pentagon

Bus Stop Facility Upgrade

PSNI Site Development

North Road Development

North Road Pedestrian Crossing

unaware of progress

Bus & Train Station upgrade

Park & Ride work on-going

Galgorm Road Public Realm

Council Office Site Redevelopment

Riverfront Housing Development

Alexander Street Development

Springwell Street Development

Springwell Street Public Square

High Street Developments

work ongoing at previous Kilpatrick House

Tower Centre Upgrade

not as envisaged

Broadway Bandstand

Church Tower Access & Restoration

grant application

Church Tower Landscape

grant application

Development adjacent to Church Tower

Eastward Street Linkages

Work to redevelop St Patrick’s Barracks ongoing

Eastward River Crossings

Work to redevelop St Patrick’s Barracks ongoing

unaware of progress

unaware of progress PSNI stakeholders of St Patrick’s Barracks Site

Currently investigating new site

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Appendix C contains a detailed assessment of progress against the 2010 Larne Town Centre Regeneration Masterplan actions. Appendix A sets out a detailed assessment of the progress on a project-by-project basis from the 2010-2020 detailed in the diagram above Ballymena Town Centre Masterplan. It is important to set the review of the outgoing 2010 Ballymena Town Centre Regeneration Masterplan progress in context as follows: • Regeneration frameworks set out a range of high-level indicative projects which all have the potential to contribute to the vision and direction set out in the Masterplan • The delivery of the full range of projects can and is dictated by the available capital funding and by the willingness of landowners to develop their assets in line with the vision and direction presented by the Masterplan (if the land is not in public ownership) • Contexts and conditions (including the economy and the needs and aspirations of town centre stakeholders and users can and will change over a ten-year time frame rendering some of the indicative projects no longer appropriate A review of Appendix A confirms that there is a range of reasons why some of the project proposals did not proceed as per the Masterplan and these can be summarised as follows: • The building or site was in private ownership and they were not in a position to progress any development (this was due to a lack of finance, the failure to identify a sustainable or viable use or a lack of willingness to pursue a development option within the time frame of the Masterplan)

These challenges are common across town centre investment planning and the Council and its stakeholders and partners must be cognisant of similar challenges across the implementation of the updated Investment Plan for the 2021-2031 time frame. Ultimately, the appropriateness the projects from the 2010 to 2020 Ballymena Town Centre Regeneration Masterplan, which have still to be delivered, will be determined by the public and stakeholder engagement processes which help to: • Establish consensus on a vision for Ballymena Town Centre • Determine how people want to use Ballymena Town Centre and how it needs to develop to meet these aspirations • Confirm the challenges facing town centres across NI and the UK and the emerging thinking of how town centres can develop to address these challenges (e.g. continued rise in online retailing, aging population profile, evolving hospitality aspirations) It is recognised that the process (particularly the public engagement activities) leading to the development of an updated 2021 to 2031 Investment Plan for Ballymena Town Centre was implemented during a time frame when the Covid 19 global pandemic restrictions were in place. However, this should not dominate a ten year investment plan (actions to support the recovery of the Town Centre and its businesses post the immediate impact of Covid 19 are included in the accompanying Town Centre Strategy).

• There were technical challenges which impacted on the potential to deliver the project • The capital costs were outside that which could be accessed via public funding programmes across the duration of the 10-year Masterplan

Ballymena Town Centre Investment Plan and Strategy 2021-2031

5 Understanding Ballymena Town Centre — the 2021 Context and Baseline Ultimately, any ten-year Town Centre Investment Plan and Strategy seeks to answer three fundamental questions: • Where are we starting from ... the current baseline position • Where do we want to be ... the vision and direction for the regeneration and development of the town • How will we get there ... the development framework and proposals which set out what the 2021 to 2031 Investment Plan sets out to accomplish This section of the 2021 to 2031 Ballymena Town Centre Investment Plan and Strategy sets

out the current baseline for Ballymena in 2021 and specifically the following: • Strategic context for the updated Investment Plan • Context for the role and function of our town centres • Population and demography of the town • Scale and make up of its commercial sector • Perception of the town from the perspective of the public who use the town • Perception of the retail and commercial sectors in the town

Strategic Context for the Ballymena Town Centre Investment Plan and Town Centre Strategy A range of local and national strategies and policies has been examined to establish the context within which the Ballymena 10 Year Investment Plan and Town Centre Strategy is shaped. Appendix B contains the full strategic context, and the strategies and policies reviewed are listed below:

NI Programme for Government New Decade New Approach

Retail NI - Regeneration NI Creating 21st Century Town and City Centres Building Inclusive Communities Strategy 2020-25

Ballymena 10 Year Investment Plan & Town Centre Strategy

MEABC Community Plan MEABC Corporate Plan Local Development Plan

Amplify - Economic Development Strategy MEABC Tourism Strategy

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As a summary, the updated Ballymena Town Centre Investment Plan and Town Centre Strategy will help to contribute to the direction set out in this range of strategies at both regional and Borough levels. Thus helping to translate the direction and aspirations set out in them to a tangible reality for the citizens who look to Ballymena Town Centre for their retail, service and social/hospitality needs, whilst also providing experiences for those visiting the Borough and more specifically Ballymena.

Strategy Northern Ireland Programme for Government (PfG)

The following table sets out how the updated Ballymena Town Centre Investment Plan and Town Centre Strategy will deliver, practically, against the key aims and objectives of the vision statements and documents for the retail sector and for development/planning the economy and tourism for the Mid and East Antrim Borough:

The Ballymena Town Centre Investment Plan and Town Centres Contribution The Ballymena Town Centre Investment Plan will deliver on a range of PfG outcomes including: • We will prosper through a regionally balanced economy • We will live and work sustainably • We have created a place where people want to live and work, to visit and invest

New Decade New Approach

The Ballymena Town Centre Investment Plan will: • Create the conditions for growth and employment • Will help to bring a balance to the regional (and Borough) economy

DfC Building Inclusive Communities Strategy 2020-2025

This strategy was developed to establish the framework for collaborative working across government and with its Arm’s Length Bodies and communities in delivering a common purpose of Supporting People, Building Communities and Shaping Places. The public realm investments in the Ballymena Town Centre Investment Plan links to the Well-being and Inclusion theme. The strategy states ‘We help everyone within our communities to live positive, fulfilled lives surrounded by diverse opportunities to work, enjoy themselves and get involved’. The Investment Plan will help create the conditions in Ballymena Town Centre to deliver on this aspiration. The strategy places emphasis on: • Continue to improve our built environment and heritage, creating authentic, inclusive, sustainable and animated spaces • Progress a programme of public realm and revitalisation schemes in the regional regeneration areas and adequately address dereliction The Ballymena Town Centre Investment Plan and supporting Town Centre Strategy will practically deliver on these strategic objectives

Ballymena Town Centre Investment Plan and Strategy 2021-2031

Strategy

The Ballymena Town Centre Investment Plan and Town Centres Contribution

Retail NI – Regeneration NI Creating 21st Century Towns and City Centres

The Ballymena Town Centre Investment Plan will:

Mid and East Antrim Community Plan 2017-2032

The Ballymena Town Centre Investment Plan will:

• Provide a coordinated approach to the development and regeneration of the town centre • Provide local authority leadership of the development and regeneration of the town centre

• Support urban regeneration of the town centre positioning it to support diversified economic activity and a strong night-time economy • Promote and position Ballymena Town Centre as a place to live, work, invest in and visit

Mid and East Antrim Corporate Plan 2019-2032

The Ballymena Town Centre Investment Plan will: • Provide a high quality urban environment where people want to live, work, enjoy and invest • Provide public shared green and civic space and connectivity with natural assets

Mid and East Antrim Local Development Plan (LDP)

The Ballymena Town Centre Investment Plan will directly contribute to the LDP vision by providing a connected town for people to live in, work, enjoy, invest and visit

Amplify – the Economic Development Vision for Mid and East Antrim Borough Council

The Ballymena Town Centre Investment Plan will: • Support town centre enterprises start up and growth • Provide flexible spaces to support enterprises • Support a more diversified Borough economy with a modern retail and service sector

Evolving Role of Town Centres The role and function of the town centre has always evolved however, it must be recognised that at some points in time the pace of the evolution is much more pronounced and therefore often has more impact in our town centres. Based on all assessment the town centres across the UK, NI and the Borough are enduring one of the most significant evolutions that they have experienced. The out-workings will have a longterm impact on the roles our town centres play in the lives of our citizens and visitors to the Borough and its towns. Consequently, our vision for them and the way we invest in them (the Investment Plan)

to deliver on this new vision and how we lead their development (the Town Centre Strategy) to meet the requirements of our town centre users must reflect what has brought about these changes. To understand why this Investment Plan and the supporting Town Centre Strategy must enable the town to navigate through a significant cycle of change, we need to look back to the previous approach to the planning of our town centres. Planning policy in the 1990s led to the growth of out-of-town retailing and began to divide the focus of retail across the town between town centre, edge of town and out of town retail environments.

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From mid-2000 onwards our town centres have had to deal with a new and sustained challenge from online retailing; estimates indicate that online retailing has gathered a sustained momentum accounting for 7.8 % of retail in 2011 to 33% by December 2020 (Source: Office of National Statistics).

A review of the high street footfall data for 20192020 published by the Town Centre Task Force in August 2020 confirms that retail is declining as the dominant driver of visitors to our town centres; 44% of towns across the UK are now classed as multi-functional which represents a rise of 8% over the previous year.

Combined with the two factors detailed above the third scenario which contributes to the now significant evolution of our town centres is the Covid-19 global pandemic; it is too early to predict or fully understand the impact it will have on our town centres or indeed our wider society and economy. However, we can be certain that it has accelerated the migration to online retailing. There is also an early indication that the progression to e-commerce business models (partly attributed to the pandemic and partly to the adoption of new business technologies) will also have an impact on our town centres. As an example, Bank of Ireland has announced the closure of 15 branches across NI including one (Ballymena) in the Mid and East Antrim Borough. Therefore, it is likely that some of the traditional town centre businesses will have a lesser requirement for either main street premises or indeed any form of physical presence in our town centres. This by extension will reduce the level of footfall and could lead to additional vacancy.

The patterns of not only how but also when people access our town centres is beginning to change at a level which is significant. For a number of decades (and especially in NI due to the impact of the Troubles on how our town centres functioned) typically town centres were 9 am to 5 pm retail and commercial environments. The Task Force data identifies that this is changing and that 16% of daily footfall is in the evening. There is also increasing evidence of night-time footfall associated with 24-hour services and a developing hospitality offer and changes in work patterns, behaviours and cultures.

However, the current challenges must be seen in the context that town centres have developed and evolved over time and this Investment Plan will help create the conditions for Ballymena Town Centre to continue to adapt and evolve. To inform the Investment Plan and the Town Centre Strategy a review of the emerging thinking and approaches to the repurposing of the town centre was undertaken. At a headline level, this provides confidence about the future role and functioning of town centres across the UK, NI and the Borough. The Westminster Government has recognised that town centres are facing a range of challenges. It has established the Town Centre Task Force to act as a catalyst to develop meaningful interventions leading to the regeneration of our town centres as sustainable urban living, commercial and leisure/ social environments. The Task Force has been supported by the introduction of the Future High Streets’ Fund and the Towns’ Fund.

The Northern Ireland Executive has also recognised that its town centres face challenges but equally a range of opportunities to regenerate, redevelop and repurpose. It established the NI High Street Task Force, which held its first meeting on 24 February 2021. Its stated vision, ‘Sustainable city, town and village centres which are thriving places for people to do business, socialise, shop, be creative and use public services as well as being great places to live’, gives a sense of where and how the Investment Plan and Town Centre Strategy for Ballymena should develop. A review of the range of thinking and discussion papers about the future of town centres across the UK sets out the argument that over the past few decades town centres have developed as ‘clone centres’ offering similar rather than differentiated offers. The range of sources identifies that our town centres will increasingly be places for people to live; with an acknowledgement that new approaches must be taken to diversify the range of housing types and options available in our town centres. Typically, town centres currently provide either high-density low-cost housing units or individual houses, which are some of the most expensive in the local authority area. Clearly, town centres in NI have had more specific challenges associated with the Troubles, which reduced their attractiveness as living spaces. Evolving towns will provide a much more diversified range of housing types in and around the town centre.

Ballymena Town Centre Investment Plan and Strategy 2021-2031

Whilst our town centres are likely to become more multi-functional retail will still be a core function of the evolving town Centre; retail is likely to be experiential and more focused on providing high quality retail experiences for the local community, which provides an alternative to a more sterile online experience …or linked to the Borough or regional tourism offers. The focus on town specific destination retail experiences will be part of the characteristics of our new town centres. Progressively sustainable retailers will examine mixing online business models with a more conventional offer.

Mixed use may continue to be a part of the approach to the development and regeneration of our town centres; however, it will have less, if any, focus on retail and will provide developments which combine a mix of living accommodation, community facilities, health and well-being facilities and creative/maker spaces. The Covid 19 pandemic has provided a range of challenges and experiences. Accepting that the key challenge is public health it has reinforced how we miss and by extension value social connection.

Provision of a strong hospitality offer, and nighttime economy is likely to be a main element of our town centres as they develop. This will include developing pockets of green and civic space, which facilitate people to spend more time in town centres meeting people and engaging is social activities and connectivity.

Ballymena Town in Figures Based on the published data for the town the following summarises Ballymena Town Centre in numbers from both a demographic and trading perspective.

Ballymena Town Centre has a total population of 29,467 based on the 2011 census and is the largest town in the Borough. A review of its demography confirms:

61% of the population is between 18-64 years

21%

18% of the population is over 65 years

of the population is under 17

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Performance of Ballymena Town Centre Council completed town centre health checks for each of the key towns in 2019. This provides an objective assessment of the performance of Ballymena Town Centre as the largest town in the Borough.

The retail turnover of Ballymena Town Centre is approximately £313.7 m per annum … though it is recognised that the Nexus town centre health check assessment was completed before the 2020/21 Covid 19 global pandemic which in all likelihood will have a short to medium (up to three years) impact on the retail turnover of the town.

Ballymena: Commercial Units

The make-up of commercial units in Ballymena town Centre is set out below:

Number of Units

200

Entering the 2021 to 2031 time frame Ballymena Town Centre has 282 commercial units across a range of eight categories as follows:

150

100

0 Business Category Service

Retail Comparative

Retail Convenience

Hospitality

Charity

Vacant

GAP

Residential

Derelict

The DfC Northern Ireland Town Centre Database for February 2021 confirms that Ballymena has a lower level of commercial vacancy than the norm for Northern Ireland. The comparison is: Commercial Vacancy: Ballymena v. NI Average February 2021

The independent town health check report offered the following recommendations for the LDP:

Percentage of Commercial Units

30 25

24.0% 21.8%

20 15 10 5 0

Based on the assessment of town centre vitality and viability through the health check assessment of Ballymena Town Centre, and an evaluation of market shares, and retention rates, a set of recommendations has been provided. These recommendations also stem from our analysis of retail and leisure trends and from discussions with local stakeholders.

Ballymena

NI Average

Source: DfC The Northern Ireland Town Centre Database (2021)

• Promote the development of more leisure services, such as restaurants and bars, in the town centre to continue to strengthen the leisure services offer of Ballymena Town Centre and continue to reduce the reliance on comparison goods shopping as the main draw for visitors, as we continue to see trends away from traditional comparison goods shopping. This could be achieved by avoiding the introduction of planning policy that is prescriptive to only allowing A1 units in the town centre, or core areas within it.

Ballymena Town Centre Investment Plan and Strategy 2021-2031

• Promote a thriving evening economy within Ballymena Town Centre by encouraging leisure services such as pubs, bars, and restaurants through planning policy that specifically encourages the improvement of the evening economy. This might be achieved by including policies that specifically allow leisure uses within core town centre areas and promote uses that are active in the evenings. • Promote the provision of more convenience floor space in the town centre to reduce the reliance on out of centre supermarkets, particularly Tesco Superstore at Ballymena Road Link, and help to promote more linked trips within the town centre. Promotion of convenience goods stores might be achieved by allowing the amalgamation of vacant units for provision of a larger food store within the town centre. This should be given priority over the provision of additional new convenience floor space. • Promote policies for mixed use developments in appropriate locations throughout the town centre, including for residential led mixed-use developments, to increase footfall within the town centre

General Recommendations Work with owners of buildings and landlords to provide incentives, such as rent free periods for businesses taking up existing vacant units within the town centre to reduce the number of vacant units overall and to help improve the perception of the town centre.

Listening to Our Stakeholders Central to getting the vision and focus of the Ballymena Town Investment Plan and Town Centre Strategy right is developing it, based on the direction and needs of the town centre stakeholders; the citizens who use Ballymena Town Centre and the retailers and traders who provide the range of retail, hospitality and services in it.

The public engagement processes were designed and promoted to secure a high level of stakeholder input and direction. Appendices D and E set out a full analysis of public and retailers/traders perceptions of Ballymena Town Centre and their vision for how it can evolve and develop to meet their needs and aspirations over the next decade to 2031. The perception of the users of Ballymena Town Centre (the public engagement process asked people to respond based on their experiences and user patterns pre the Covid 19 pandemic) is summarised in the following diagram. The respondents were asked to rate Ballymena Town Centre against a range of 10 factors with 1 being very poor and 5 being very good. The graph below sets put the response and weighted averages against each factor.

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Factors & Scores 4.00

Score (out of 5)

3.00

2.00

1.00

0 Factor Facilities

Retail Mix

Parking Provision

Destination Stores

Customer Experience

Ease of use

Promotion Activity

Quality of Environment

Tourist Offering

Evening Economy

Perception of the Retail and Commercial Sectors in the Town

As would be expected Ballymena town centre users expressed a range of views across the factors, the highlights were: • The view on facilities is balanced with 29 rating average, 15 good and 16 poor or very poor.

Retailers and people owning and operating businesses in Ballymena Town Centre were also asked to rate their perception of the Ballymena Town Centre against a range of factors and their responses are summarised below:

• The retail mix is considered to be positive with 52 (87%) rating it average or better with 29 (48%) good or very good. The response on destination stores reflects a similar view with 62% average or above and 43% good or very good. • Promotion activity was rated below average by 28 (47%) of respondents, average by 21 (35%) and good or very good by 11 (18%).

• 78% (47) consider parking to be average or better with (50%) rating it good or very good. • The customer experience is considered positively with 54 (90%) rating average or better and 30 (50%) good or very good. • Ease of use is also rated positively with 50 (83%) rating average or better and 28 (47%) good or very good.

50%

Percentage of Respondents

• There were particular negative responses in relation to the tourist offering and the evening economy 44 (73%) and 49 (82%) respectively considering these to be poor or very poor.

My overall perception of Ballymena Town Centre is

The quality of the environment was rated below average by 26 (43%) of respondents, average by 28 (47%) and good or very good by 6 (10%).

Ballymena Town Centre Investment Plan and Strategy 2021-2031

40%

30%

20%

10%

Very Good

Good Average

Poor

Very Poor

The retailers and traders were asked to rate their opinion of Ballymena town centre against a range of 16 factors. The following rating scale was used: Significant Strength

Strength

An Issue

Significant Issue

Acceptable

The following chart sets out their responses: Please score your opinion of the following aspects of Ballymena Town Centre (Please tick) 70% 60% 50% 40% 30% 20% 10%

tio ic er el D

ev Va c

d O

rg a

re e G

ra te

ac sp n

s nt ve /e ic

e sp

lis da

al ci so int of a

r Va n

ha vi be

sig et St re

M g.

Significant Issue

Strength

An Issue

Sa fe t

g tin gh

ili

ib ss

ty ,p

c Ac

n ria st de

Significant Strength

flo

s fri

Tr affi

s es in nl ea cl

et St re

St re

rfa

Acceptable

The outputs of the public, retailers’, and traders’ surveys provides direction for the Ballymena Investment Plan and Ballymena Town Centre Strategy (2021-2031).

• Ballymena should seek to reinforce its position as an important (and destination) retail town based on a breadth of offer and high quality experiences

The combined responses provide a series of common priorities, which need to be addressed in both the Investment Plan (investment of public funds in capital projects to regenerate and develop Ballymena Town Centre in line with the agreed vision and priorities established via the review and public engagement processes) and the Town Centre Strategy. The direction can be summarised as follows:

• Ballymena should seek to expand the range of reasons/motivations for people (from and external to the Borough) to visit its Town Centre. Key drivers of visitor footfall should be supported with emphasis on a strong hospitality offer and evening/nighttime economy, outdoor spaces (green/civic) for people to meet and spend time and a programme of events/festivals and activities based on its story, culture and heritage

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• The presentation of the town centre is a priority for almost all who contributed to the public engagement processes; the Investment Plan should seek to complete outstanding areas of the public realm, address dereliction and the increasing levels of vacant commercial properties. There is also potential to repurpose smaller pockets of space (e.g. brown field sites) as green outdoor spaces to support social connection and increasing dwell time in the town centre • There is a clear understanding that the role of Ballymena will/must change. Opportunities for people to live and work in the town centre should be examined and included in the Investment Plan • The economy of the town centre should be supported to diversify through provision of flexible space options for enterprises, creatives and for people to work (co-working) • Feedback from the public engagement processes confirms that there are significant opportunities to connect Ballymena town Centre with other significant public, green,

recreational spaces adjacent to the town centre (e.g. Ecos site and the emerging St Patrick’s Barrack’s site. Safe walking/cycling routes should be developed which seek to link the community with both the town centre and those important ‘experience, social and recreational site’ via sustainable travel approaches • This investment plan recognises that there are planned capital and infrastructure investments in Ballymena. These will complement the development proposals set out in this plan and include: - Translink’s proposals for a new integrated Bus and Rail station for the town - The Wastewater Treatment Works (WwTW) is operating above design capacity. NI Water plans to upgrade the wastewater network to address this issue - The Education Authority (EA) is currently examining the case for a major capital development project for Carniny Primary School and has approved investment in Dunclug College - NIHE is delivering a range of housing schemes in or within walking distance of the town centre including sites at Broughshane Street, George Street, Broadway Avenue, Cushendall Road, Galgorm Road and Doury Road Estate

Ballymena Town Centre Investment Plan and Strategy 2021-2031

6 Ballymena Town Centre by 2031 The review of the existing Town Centre Regeneration Masterplan and the range of public engagement activities have helped provide a sense of direction and purpose for the 2021-2031 Investment Plan and Town Centre Strategy. The vision for Ballymena Town Centre set out in the 2010 Regeneration Masterplan was:

‘To build on the existing strengths of Ballymena to maintain the vitality and viability of the Town Centre while fostering a positive identity and a rich and sustainable variety of offerings for both residents and visitors alike.’ The public engagement processes confirmed that the existing vision is still appropriate and should be retained across the 2021-2031 time frame of the updated Investment Plan. The 2021-2031 (retained) vision is supported by the following outcomes; outcomes are a statement of how we want Ballymena Town Centre to be, how it will function for its range of stakeholders and how it will be perceived by visitors to it and users of it. The capital investment proposals will seek to deliver the following outcomes for Ballymena Town Centre over the 2021 to 2031 time frame: • Sustain Ballymena’s position as a retail destination through evolving the range of shops and experiences • A well-presented commercial and civic environment with reducing dereliction and levels of commercial vacancy • Increased range of motivations for people to visit Ballymena Town Centre including a strong destination/hospitality sector and night-time economy

• A more diversified town centre economy through provision of workspace options supporting flexible work practices and cultures • A well-connected town centre with sustainable/active travel routes to facilities, spaces and environments in the town centre and around the town • Improving visitor offer connected to the town centre which encourages more people to visit, stay longer and spend more • Ballymena has a range of active travel and public transport travel infrastructure and options which position it as a key destination town • Ballymena is an age and dementia friendly, welcoming town providing a great experience for all, including our most vulnerable citizens The following table and associated images bring together the challenges and issues raised by the analysis, consultation and engagement process for the Ballymena Investment Plan:

20 / 21

TOPIC

MASTERPLAN ANALYSIS

COMMENTS

TRANSPORTATION Walking

• • • • • •

Pedestrian movements concentrated within retail core School pupils provide a presence in the North Road area Majority of residential areas within 1km distance of Town Centre Pedestrian links vary in standard and quality Signage is poor and confusing for pedestrians Pedestrian crossings provided on some streets within Town Centre, but desire lines are not currently considered

•

Public Realm improvements evident but links further afield still need improved

Cycling

•

Limited cycle paths - no direct link to the Town Centre from National Cycle Network Majority of population within a 4km distance but few cycle journeys made

•

Still remains an issue, restricted by narrow streets

Combined bus and rail station with Park & Ride facility Located 500m to the southwest to the Town Centre 4 local bus routes with a 30min frequency Additional bus stops within Town Centre at the Pentagon and Wellington Street Low percentage of bus trips

•

Public transport becoming more important to the town. Approach from bus and rail station is poor

Network of roads that connect to the Parkway and North Road distributor route Congestion at key junctions (North Road, Galgorm Road and Bridge Street/Larne Road) 76% of commuter-based trips are made by car Church Street experiences high traffic flows putting pressure on the Town Centre - creating a less attractive environment North Road acts as a barrier between the Town Centre and adjacent neighbourhoods Detailed Traffic Study needed to tackle complexity of the Town Centre circulatory system Lack of signage on key routes

•

Public Transport

• • • • •

Car

• • • • • • •

View from the Bus/Rail station towards Town Centre

Ballymena Town Centre Investment Plan and Strategy 2021-2031

Bus/Rail station

•

Congestion remains evident - variety of solutions will be required

TOPIC

MASTERPLAN ANALYSIS

COMMENTS

ECONOMICS & PROPERTY Economics

• • • • •

Property

• • • • •

Ballymena is the primary retail centre in County Antrim Significant concentration of public sector jobs in Ballymena’s County Hall - important for the economy and health of the town centre Need for office space to capitalise on the knowledge economy and finance / business growth sectors Need for entertainment facilities and a sophisticated retail offering to retain local activity Need to ensure tourism offer is adequate to attract visitors and encourage them to stay

•

Retail dominance still evident in the town centre

Strong retail sector, which could lead to an oversupply of retail space Limited evening economy with little choice Opportunity to capitalise on the Braid Arts Centre with cafés and restaurants to diversify the evening economy Consumer demand for further hotel facilities Lack of small office units for local professionals

•

Introduction of new residential development evident particularly on the High Street next to the Tower Centre and on Galgorm Road

Larne Road Link with Braidwater Retail Park to the right

Vacant site adjacent to Braid Arts Centre

Large road spaces and shutters impact quality of space

Gap sites used for car parking

22 / 23

TOPIC

MASTERPLAN ANALYSIS

COMMENTS

PHYSICAL CHARACTERISTICS Built Form

• • • • • •

Land Use

• • • • • •

Opportunity & Development Sites

• • •

Compact Town Centre with tightly knit streetscape and continuous active street frontages Suited to pedestrian-based retail activity Large floor plates along the Braid River contrast radically in style and character Lack of civic or open spaces Open space concentrated around the ECOS Centre and the Braid River Suburbs extend outwards from the centre along the major roads

•

Remains relevant

Dominant land use in the Town Centre is retail Mix of multi-national stores and independent shops Retail along Braid River has limited capacity to create valuable river frontage Residential, offices, recreation, leisure, community use under represented within the Town Centre Community use clustered around Trostan Avenue Potential for community area to link to the new Braid Arts Centre

•

Retail still a heavy focus within the Town Centre

Several sizeable sites with development potential within the Town Centre Potential to develop riverside frontage - Braid River currently neglected Number of vacant and derelict properties throughout the Town Centre with high concentrations around Alexander Street and Linenhall Street

•

Good signs of progress, including the upgrade to the Tower Centre, construction of Town Centre apartments and levels of occupancy on specific streets Some significant gap sites in existence, some of which have remained vacant since before the Masterplan. Issues linked to land ownership and market conditions, therefore not straightforward to resolve.

•

Continuous Frontage - with vacant units

Ballymena Town Centre Investment Plan and Strategy 2021-2031

TOPIC

MASTERPLAN ANALYSIS

COMMENTS

Landmarks & Key Features

•

Several listed buildings in the Town Centre, some which provide visual amenity to the townscape, such as St Patrick’s Church, the Church Tower, the Northern Bank building and the Courthouse The density and topography of the Town Centre largely limits views but there are some prominent ones: - View of St Patrick’s Church along Castle Street - View of Church Tower off Church Street - To the south, views east and west of the river from the Harryville Bridge Potential to create new landmarks Short sections of street with distinct character such as Greenvale Street, Ballymoney Road, Albert Place, and sections around the bandstand

•

Bandstand has created a new landmark and orientation point within the Town Centre

On street parking brings a lot of traffic into the Town Centre Car parks located on the edge of town are not utilised as drivers currently route via the busier Town Centre streets The highways constructed to deal with traffic and not act as barriers between the Town Centre and surrounding areas First impressions are poor due to the dominance of road infrastructure Compact nature of the Town Centre is suited to pedestrians; however, streetscapes are not well equipped - pavements are narrow and street parking visually clutters and reduces the space for pedestrians

•

Plans for St Patrick’s Barracks will have a major bearing on the Town Centre placing increased importance on physical links Links between Harryville and Town Centre are poor with current emphasis on vehicles across the river

•

• •

Circulation & Pedestrian Movement

• • • • •

Environmental Improvements

Band Stand

•

Signage

Town Centre Apartments

24 / 25

TOPIC

MASTERPLAN ANALYSIS

PHYSICAL CHARACTERISTICS Green Open Space

• • • •

Environmental Quality

• • • • • • • •

COMMENTS

(continued)

No green open space in the Town Centre Large open spaces nearby - People’s Park and the ECOS Centre surroundings Links between open spaces and the Town Centre are poor Braid River presents an opportunity in providing green space near the Town Centre

•

Vacant properties have a detrimental effect on the overall character The design of some shop fronts with garish signage, colouring and lighting detract from the overall quality of the street Pavement space is limited due to the shared nature of narrow streets by cars and pedestrians Clutter created by lampposts, road signs, street furniture and advertising The quality of pavement surfacing is varied Lack of people frequenting the Town Centre in the evening Lighting within areas is relatively dim Many properties have heavy security shutters creating a hostile environment to pedestrians

•

Braid River - emphasis on vehicle access across the river

St Patrick’s Barracks

• •

Positive impact of recent public realm scheme Laneways behind main streets are a stark contrast in quality Vacant units still evident today

Lane between Thomas St and Broughshane St

Environmental Improvements

Ballymena Town Centre Investment Plan and Strategy 2021-2031

•

Potential to use gap sites to create Town Centre greenspace Recognition of the old graveyard and its potential as a green space, educational and visitor resource

Ch u

rc h

TOPIC

MASTERPLAN ANALYSIS

COMMENTS

KEY ISSUES Summary of key issues

• •

• • •

• • • •

Strong retail centre with good mix of multi-national and independent retailers Changing retail and economic context with increased competition from nearby commercial centres Numerous development sites First impressions of the town are poor Environmental quality needs improving - streetscapes, lighting, planting, derelict buildings, development sites Town Centre streets dominated by vehicles Finding car parking can be difficult and confusing due to poor signage Perceptions of safety need addressed Town Centre heavily dominant of retail diversification of uses will be important

Traf f i c Domi nated Stre ets

26 / 27

7 Updated Ballymena Town Centre Investment Plan This section of the updated Ballymena Town Centre Investment Plan for the 2021 to 2031 time frame translates the vision and outcomes into a range of practical development proposals. These proposals have: • The potential to deliver on the vision • Been tested and refined via the public engagement processes

The Ballymena Town Centre Investment Plan 2021-2031 The following schematics and visuals set out the overall direction of Ballymena Town Centre Investment Plan and a range of seven development proposals, which work in an inter-related manner to deliver the vision for a repurposed Ballymena Town Centre. The Investment Plan is focused round five themes, which have been informed via the review and public engagement processes. They provide both co-ordination and consistency for the Investment Plan ensuring that public investment against the agreed vision and outcomes for Ballymena Town Centre. The following diagram sets out the five interrelated Investment Plan Themes.

Ballymena Town Centre Investment Plan 2021-2031 Themes

Commercial and Business

Town Centre Living

Green and Public Spaces

Connections and Access

The following visual presents the investment proposals for Ballymena Town Centre establishing their spatial relationship with both the town centre and between each of them. It also sets out each investment proposals contribution to the five Investment Plan themes.

Ballymena Town Centre Investment Plan and Strategy 2021-2031

Key Sites/ Opportunity Sites

Th o

t ree s St ma

SITES

lly

ck ey

Ro a

ANIMATION i

A LINKAGES iii

B SITES

v SITES

vii iii

C ii

ANIMATION

A LINKAGES

oa eR

Plan illustrating Town Centre priorities

LINKAGES (GETTING THERE)

Walking Strategy Wayfinding and orientation system

Cycling Strategy Facilitating cycling through infrastructure and events

iii

Bus & Train Station Upgrade Upgrade of transport interchange

Henry Street Linkage Public realm improvements

Galgorm Road Linkage Public realm improvements

Link Road Improvements Public realm improvements

vii

Demesne Avenue Linkage Public realm improvements

B i

SITES (LIVING THERE)

ANIMATION (BEING THERE)

Frontages and Living Over the Shops Targeted investment at key locations

Church Tower Restoration and public access

Bridge Street Comprehensive mixed use development

Riverside Spaces Riverfront public realm and activities

iii

Street Animations Place-making activities to increase footfall

iii

Trostan Avenue Comprehensive mixed use development

Alexander Street Comprehensive mixed use development

St Patricks Barracks Comprehensive mixed use development

28 / 29

Linkages i

(Getting There)

Walking Strategy

v Galgorm Road Linkage

Way-finding and orientation system

Public realm improvements

Improving legibility and navigation for pedestrians and drivers throughout the town centre with a coherent signage scheme and communicating the history through interpretation panels.

Public realm upgrades to Galgorm Road creating a more pleasant link between the bus, train station and town centre.

vi Link Road Improvements Public realm improvements

ii Cycling Strategy

Improvement to the environmental quality of the link roads around the town centre, including Lane Link Road, North Road and Parkway.

Facilitating cycling through infrastructure and events Continuing efforts to realise a cohesive cycle network through the town centre, linking adjacent neighbourhoods and open spaces.

vii Demesne Avenue Linkage

iii Bus & Train Station Upgrade Upgrade of transport interchange High quality upgrade to existing facilities as well as a welcoming arrival /public realm space.

iv Henry Street Linkage Public realm improvements Pedestrian and vehicular link between the riverfront and Henry Street in Harryville.

Ballymena Town Centre Investment Plan and Strategy 2021-2031

Public realm improvements Pedestrian and vehicles links between the town centre, adjacent housing, St Patrick’s Barracks and the ECOS Centre.

Sites i

Animation

(Living There)

Frontages and Living Over the Shops

(Being There)

Church Tower

Targeted investment at key locations

Restoration and public access

Coordinated improvement programme of building frontages including surface treatments, architectural details and signage. Living over shops scheme would enable landowners to apply for grants to convert or upgrade living accommodation in the town centre.

Works to restore the tower, ensuring safe access for visitors. Landscape improvements and maintenance to the graveyard.

ii Bridge Street Comprehensive mixed use development Mixed use development with public square. Improvement of Bridge Street traffic island featuring a gateway building, public art and better pedestrian environment.

iii Trostan Avenue Comprehensive mixed use development Development wrapping a multi-storey car park with mixed uses on the ground floor.

ii Riverside Spaces Riverfront public realm and activities High quality public realm space, implementation of a greenway along the river and a river clean up and long term management.

iii Street Animations Place-making activities to increase footfall Development of a varied programme of high quality events to take place in and around the town centre, focusing on promoting inclusivity.

iv Alexander Street Comprehensive mixed use development Mixed use development with servicing and car parking included within.

v St Patricks Barracks Comprehensive mixed use development Comprehensive mixed use masterplan development of the former army barracks site.

30 / 31

Th o

lly

t ree s St ma

H B

ck ey

Ro a

A E

H C

oa eR

Projects Plan

Key Refurbishment of Targeted Vacancy and Dereliction Development of Key Sites Braid River and Henry Street Church Tower: Restoration and Access Street Animation Walking and Cycling Strategy Bus and Train Station Upgrades Public Realm Extensions

Ballymena Town Centre Investment Plan and Strategy 2021-2031

Refurbishment of Targeted Vacancy and Dereliction Targeted building refurbishment to remove blight and reoccupy vacant buildings eg. apartments. Take advantage of regeneration opportunities which create a more attractive town centre environment, encourage town centre living, and protect and enhance the built heritage of the town centre.

Retrofitting - sustainable development Improved building appearances Improved built heritage Town centre investment Add to mix of uses Encourage vibrant town centre Increased footfall

Commercial & Business Town Centre Living Green & Public Spaces

Connections & Access Key Sites/Opportunity Sites

Development of Key Sites Pop up park including green space, (seating, planting, events and play space) flexible work units, parking and programming for events to diversify and create activity in the Town Centre on currently underused sites. Pre cursor to residential led mixed use masterplan for sites such as Wellington St, Alexander St, Bridge St and Trostan Avenue.

Adding to Mix of Uses Town Centre Investment Space for Meeting & Interacting Events Space Increased Jobs Increased Footfall Increased Biodiversity Overlooked & Usable Public Spaces

Commercial & Business Town Centre Living Green & Public Spaces

Connections & Access Key Sites/Opportunity Sites

32 / 33

Braid River and Henry Street Improved and attractive pedestrian / cycle connections linking the town centre with the river and Henry Street. To include the creation of high quality spaces along the riverfront which adds activity, encourages interaction and reconnects the town with this currently underused natural asset. Pre cursor to residential led mixed use masterplan.

Increased Footfall Improved Connectivity Increased Biodiversity Improved Perception of Safety More Journeys on Foot/ Cycle

Commercial & Business Town Centre Living Green & Public Spaces

Connections & Access Key Sites/Opportunity Sites

Church Tower - Restoration & Access Works to restore the tower, ensuring safe access for visitors. Landscape improvements, maintenance, lighting and interpretation of the graveyard.

Increased Heritage Awareness Increased Footfall Improved Existing Green Space Increased Town Centre Attractions

Commercial & Business Town Centre Living Green & Public Spaces

D Ballymena Town Centre Investment Plan and Strategy 2021-2031

Connections & Access Key Sites/Opportunity Sites

Connswater Community Greenway

Improved Health & Well-being

Street Animation Development of a varied programme of high quality events to take place in and around the town centre, attracting footfall and activity including the use of the band stand. Focus should be given on a year long programme promoting inclusivity, welcoming all to the town centre.

Increased Events Improved Perceptions Increased Footfall & Spend Increased Social Interaction Increased Dwell Time

Commercial & Business Town Centre Living Green & Public Spaces

Connections & Access Key Sites/Opportunity Sites

Walking & Cycling Strategy Improving legibility, navigation and continuing efforts to establish a cohesive cycle and pedestrian network through the town centre, linking adjacent neighbourhoods and open spaces. Moving towards walking and cycling becoming the natural choice for travelling in and around the town centre through established, attractive and safe routes.

Improved connectivity Increased perceptions of safety Increased footfall More journeys made on foot/cycle Improved health and well-being

Commercial & Business Town Centre Living Green & Public Spaces

Connections & Access Key Sites/Opportunity Sites

34 / 35

Bus & Train Station Upgrades High quality upgrade to existing facilities including an attractive arrival/public realm space to provide a welcoming gateway to both visitors and residents and encourage a shift to more sustainable forms of transport. Public realm upgrades to Galgorm Road reconnecting and creating a more pleasant link between the bus, train station and town centre.

Enhanced Visitor Experience Enhanced Civic Pride Increased Footfall & Spend Improved Perceptions Modal Shift away from Vehicles

Commercial & Business Town Centre Living Green & Public Spaces

Connections & Access Key Sites/Opportunity Sites

Public Realm Extensions Extending the streetscape improvements to encourage movement to and from the town centre, strengthening existing links and transforming the visual quality of connections. To include signage and cycling provision.

Enhanced Visitor Experience Enhanced Civic Pride Increased Footfall & Spend Improved Perceptions Modal Shift to Walking/Cycling

Commercial & Business Town Centre Living Green & Public Spaces

H Ballymena Town Centre Investment Plan and Strategy 2021-2031

Connections & Access Key Sites/Opportunity Sites

Leadership Resourcing and Decision Making The updated Investment Plan for Ballymena complete with its themes and investment proposals establish a vision for the town centre and a framework to deliver on that vision. Once agreed by all the stakeholders and adopted by the Council focus must then be placed on implementation.

The following table sets out an implementation plan for the 2021-2031 Ballymena Town Centre Investment Strategy. It has been developed based on the learning captured from the implementation of the 2010-2020 Ballymena Town Centre Masterplan and the collective experience of the Council and DfC regeneration teams. The implementation plan underpinning the delivery of the updated 2020-2030 Investment Plan is:

Focus

Implementation Activities

Leadership

Ultimately, the success and impact of the Investment Plan against the agreed vision for Ballymena Town Centre and the associated outcomes depends on the quality and experience of the leadership available to implementation processes and activities. Council will bring together the combined competencies, capabilities and Ballymena Town Centre knowledge of: • • • •

Mid and East Antrim Borough Council DfC’s Regeneration team Ballymena Chamber of Commerce and Trade Ballymena BID

They will come together to lead, co-ordinate and inform the delivery of the updated 2021-2031 Investment Plan. Council and its stakeholders will be responsible for the following elements of the implementation of the Investment Plan: • • • • • • • • Prioritisation

Prioritisation of development proposals Development of design options Technical assessment of proposals and associated designs Completion of all technical and legal assessment and compliance issues Costing agreed design options and bidding for the required capital delivery funding Procurement and contract management Communication and public engagement for both the Investment Plan and for specific development proposals Annual review and refinement of the Investment Plan

There are many factors to be considered when deciding which of the development proposals should be delivered and when. Good practice dictates that the team leading the implementation of the Investment Plan should be revisited each year based and revised based on the following factors: • • • •

Ownership and availability of the target site Willingness of the site owner to progress the development proposal Technical deliverability Capital cost and capital funding availability

It is proposed that an annual review of the Investment Plan is undertaken and that this is used to revisit and agree the priorities for the incoming year Review

Regular review must be a central part of the implementation of the Investment Plan and will focus on: • •

Review of progress against the Annual Delivery Plan Engagement with the public and town centre retailers and traders via online and face to face processes to confirm perceptions and any emerging issues

Commissioning external evaluation for any significant capital project delivery (PPE) Communication

Communication is key to effective implementation of any town centre investment and especially around the delivery of specific proposals. The Council has a Communications Unit, which was centrally involved in the public participation processes, which informed this Ballymena Town Centre Investment Plan. Council’s stakeholders will work alongside the Council Communications Unit to develop an appropriate annual communication and engagement plan, which will seek to maintain a high level of public awareness of the Investment Plan and its delivery.

36 / 37

Ballymena – Project Implementation The Investment Plan Projects represent priority actions for the physical regeneration of Ballymena Town Centre between the period 2021 – 2031. Together they target key issues identified through analysis and are each positioned to catalyse a wider process of regeneration and investment. Responsibility for delivery will fall to local and central government, as well as the private sector, drawing upon the capacity, skills and responsibilities of each. It is therefore essential that each party works closely with one another though a centralised oversight and project management

body, helping to maximise coordination, continuity and synergies between investments. Design quality must remain an utmost consideration for each project, ensuring that any intervention is of a high quality, constituting a long-term investment in Ballymena that build investor confidence. Each project must also be designed in partnership with local stakeholders, ensuring that they have a genuine opportunity to help shape proposals and play their part in the process of transformation.

PROJECT

LEAD

Key Stakeholders

IMPLEMENTATION TIME FRAME

IMPLEMENTATION TIME FRAME FINANCIAL SCALE

REFURBISHMENT OF TARGETED VACANCY AND DERELICTION

DFC and Private Sector

MEABC

2021 – 2031

££

DEVELOPMENT OF KEY SITES

Private Sector

DFC NIHE MEABC

2021 – 2031

£££

BRAID RIVER AND HENRY STREET

MEABC

DFC DFI Rivers Agency

2022 – 2025

££

CHURCH TOWER

MEABC

DFC DFC HED

2022 – 2023

STREET ANIMATION

MEABC

Private Sector Arts & community organisations

2021 – 2031

WALKING AND CYCLING STRATEGY

DFI MEABC

DFC

2022

BUS AND TRAIN STATION UPGRADE

Translink

MEABC DFI

2022 – 2026

££

PUBLIC REALM EXTENSIONS

MEABC

DFC DFI

2023 - 2031

££

[£ <1M, ££ 1-10M, £££ >10M]

Ballymena Town Centre Investment Plan and Strategy 2021-2031

8 Ballymena Town Centre Strategy This section of the updated Investment Plan for Ballymena Town Centre sets out the Town Centre Strategy for the 2021-2031 time frame. The Town Centre Strategy focuses, largely, on revenue investment to help to develop the Ballymena Town Centre offer and the experiences it provides for local citizens who use it to access their retail requirements and services, the businesses who choose Ballymena town centre as a base for their commercial activity (retail and service), for people who work in and around the town centre, and for those who visit Mid and East Antrim Borough and more specifically the attractions in an around Ballymena. The Town Centre Strategy has been developed based on: • Feedback from town centre users and businesses gained through the public engagement processes underpinning both the Updated Investment Plan and this Town Centre Strategy • The experience of Mid and East Antrim Borough Council’s Town Centre Business Development Team

It is recognised that the Town Centre Strategy has been developed at a point where Covid 19 restrictions are still in place with mid 2021 likely to be the starting point for any non-essential town centre trading activity with the possibility that hospitality services may begin to operate sometime soon after. On that basis it is reasonable to assume that the initial focus of the Town Centre Strategy will be on supporting the town centre and its businesses to recover from the impacts of the global pandemic. However, given that this is a 10 Year Town Centre Strategy it is important that the impact of Covid does not dominate the overall Strategy. The Ballymena Town Centre Strategy has been developed around five Areas of Intervention, which align to the feedback from the combined public engagement processes and a review of a range of town centre performance data. The five Areas of Intervention are:

• The experience of DfC’s Regeneration Team

Ballymena Town Centre Strategy 2021-2031 Areas of Intervention

Covid Recovery

Branding, Promotion & Animation

Attracting, Supporting & Growing Business

Thriving Hospitality Sector and Night-time Economy

Repurposing Ballymena Town Centre

38 / 39

Ballymena Town Centre Investment Plan and Strategy 2021-2031

Led by MEABC

Delivery Activities

This Plan will focus on a range of investments, activities and supports to bring about a confidence in people to use the town centre, enhance the town centre to provide activities, spaces and features which can be delivered in line with any restrictions associated with the global pandemic. Key activities will include:

Facilitation of ‘spill out’ space and promotion of evening/night-time economy through provision of outdoor furniture, awnings, canopies, dividers and heaters

Development of a parklets scheme; using on street parking bays to create space for café/pub alfresco provision where existing pavements are too narrow

Putting People First: making Ballymena town centre more welcoming and functional through the provision of additional street furniture, additional mobile charging points, hand sanitisers and electronic bollards to create part time pedestrianised zones

Entertainment zones: using appropriate space in Ballymena to create outdoor performance and cinema areas combined with the provision of outdoor games zones (including table tennis, large scale draughts/dominoes/chess). This will include examining mobile skateboard and scooter parks

Animation activities: including provision of town centre audio systems and events and stage equipment for music festivals and ad hoc events

Shop front scheme: improve the presentation of existing shop frontage

Develop pop up exhibition space in vacant units and gap sites

Development of urban parks on (gap, brown field) sites which are available, underused strategically located and affordable

Ambient lighting: including the provision of permanent character lighting schemes in key pedestrian areas

Programme of marketing support for traders including ‘shop local’ vouchers, town centre maps and the development of a website for each town

•

Action

Mid and East Antrim Borough Council with local partners in Ballymena will implement the Council led Covid 19 Recovery and Revitalisation Plan

DfC; Ballymena Chamber of Commerce and Trade, and Ballymena BID

Supported by DfC

Resources

Up to March 2022 (and subject review past this timescale)

Timescale

Ballymena builds on its position as one of Northern Ireland’s premier retail destinations Ballymena Town Centre businesses are supported to develop recovery and development strategies which helps them to sustain and then rebuild

• •

Desired Outcome(s)

Intervention Area 1 Covid Recovery

40 / 41

Focus placed on in town and edge of town (e.g., spa, golf) events which bring footfall directly to the town or create the potential to link people to Ballymena Town Centre

Investment to support Ballymena Town Centre to be an inclusive and welcoming space for vulnerable people including older citizens and those with dementia

•

Evolve the brand proposition based on the evaluation feedback

•

Evaluate recognition and impact of the brand for visitors to Ballymena over the duration of the Investment Plan and Town Centre Strategy

•

Consult with retailers (the BID and Chamber) and the community and voluntary sector to develop a co-ordinated annual animation plan

Build on the Ballymena branding strategy and secure the annual resources required to build the brand

•

Develop a design and branding brief based on the vision and public engagement underpinning the Investment Plan for Ballymena Town Centre

•

Agree a brand and annual communications plan for Ballymena Town Centre, aligned to the Council’s Tourism Strategy

Ballymena combines spaces and places, which support the development of an annual programme of events, festivals and activities, which improve the quality of life for its residents, and attracts visitors to stay longer, spend more and return

Delivery Activities

Action

MEABC

MEABC Comms Unit

Led by

DfC

DfC and Ballymena BID

Supported by

TBC over the duration of the implementation of the Town Centre Strategy

Resources

Ballymena develops to offer as a destination retail, heritage, spa and golf town Ballymena continues to present itself as a family friendly town combining green spaces, parks, retail and hospitality Linkage and co-promotion promoted between Ballymena Town Centre and key events and attractors in the wider area Position and communicate Ballymena as an age and dementia friendly town centre

• • • •

Desired Outcome(s)

Intervention Area 2 Branding, Promotion and Animation

Short and ongoing

Short to Medium

Timescale

Ballymena Town Centre Investment Plan and Strategy 2021-2031

• •

•

Develop a social media campaign providing positive messaging about Ballymena and its events, promotions and community

Develop a creative sector partnership to help animate and bring life to the town centre

Bring together urban sports, heritage and arts sectors to develop an annual series of pilot activities to bring life to Ballymena Town Centre creating footfall for both the retail and night-time economy sectors in the town (e.g. urban beach, urban sports, street theatre and UK and European Heritage Day events)

Provide a social and digital media programme to support the brand Link the promotional activities to the annual events and animation plans and to the Tourism Strategy for the Borough

Delivery Activities

Action

MEABC

Led by

DfC

Tourism and Comms units

Supported by

TBC over the duration of the implementation of the Town Centre Strategy

Resources

• • • •

Desired Outcome(s)

Intervention Area 2 Branding, Promotion and Animation

Medium

Short and ongoing

Timescale

42 / 43

Provision of town centre support programmes for retail and service businesses including support to adopt e-commerce and digital transformation strategies

The Department of Finance has announced that there will be a programme to roll out new regional civil service hubs, including one in Ballymena

Confirm the requirements and identify property options in Ballymena Town Centre which can meet the Department’s specifications Establish dialogue with the Department and confirm the process to deliver the Ballymena regional civil service hub

Effective use of social media Digital marketing and online commerce business processes Visual merchandising Effective grant and funding applications

This support should be available via a range of delivery formats with an emphasis on online content which owner managers can access when they need it.

• • • •

MEABC has undertaken a number of consultation events with retailers and traders in all of its town centres including Ballymena. This should inform the focus and delivery formats for business support. Based on the most recent feedback from retailers and traders this should include support focused on:

•

Review a range of town centre co-working models and capture learning which can be applied in Ballymena Examine the possibly of an extension of the LEA (Ballymena Business Centre) provision in Ballymena Town Centre to increase the range of workspace options

•

Examine the potential for flexible/co-working space projects in Ballymena Town Centre

MEABC

Led by

DfC and the NI College Network

DfC

Local Enterprise Agency

Supported by

TBC over the duration of the implementation of the Town Centre Strategy

Time investment

Site and specification specific

Resources

Short and ongoing

By 2022

Medium

Timescale

Ballymena Town Centre presents a range of workplace options to suit evolving work practices including decentralised and working closer to home practices Ballymena Town Centre provides space to support higher levels of in town business birth rates Businesses based in Ballymena Town Centre have access to training and support which helps them to address challenges and develop opportunities thus increasing the rate of in town centre business survival and growth

Delivery Activities

• •

•

Action

Desired Outcome(s)

Intervention Area 3 Attracting, Supporting and Growing Businesses

Ballymena Town Centre Investment Plan and Strategy 2021-2031

•

Pilot night-time events and promotions

Examine opportunities to develop a range of outdoor and park based events which connect people back to Ballymena Town Centre (ECOS, Peoples Park and the St Patrick’s Barracks site)

Delivery Activities

Action

MEABC

DfC and LEA/INI

Supported by

TBC over the duration of the implementation of the Town Centre Strategy

Resources

MEABC

Led by

DfC and community arts, heritage and environmental organisations (local and regional)

Supported by

TBC over the duration of the implementation of the Town Centre Strategy

Resources

Ballymena is recognised as a place to go to engage in a range of social activities People visit and stay longer, spend more and return due to a strong and evolving hospitality and night-time economy sector People feel safe and regardless of age and ability when they visit Ballymena Ballymena has a reducing level of anti-social behaviour and one of the lowest across NI

• • • •

Desired Outcome(s)

Intervention Area 4 Thriving Hospitality Sector and Night-time Economy

•

Examine models to make vacant space available to start up enterprises with low barriers to entry (and exit) Identify opportunities to link business development support to financial assistance

•

Examine town centre incentives for new businesses and expanding businesses if policy changes relating to Covid 19 recovery allow for such financial instruments

Led by

Medium and ongoing

Timescale

Medium

Timescale

Delivery Activities

• •

•

Action

Desired Outcome(s)

Intervention Area 3 Attracting, Supporting and Growing Businesses

44 / 45

•

Examine lighting approaches in design of public and civic space which contributes to a safer evening and night-time environment

Provide an annual hospitality and experience making training programme for businesses and staff in the hospitality sector and for those in retail and events who provide experiences for visitors (in partnership with peer businesses across Ballymena and Carrickfergus)

•

• •

Examine approaches to creating a safe evening and night-time environment free from anti-social behaviour

Build on the Council’s engagement with businesses to date to confirm their support needs. Develop a specific programme for tourism and hospitality businesses linked to Ballymena Town Centre Seek opportunities to support and develop volunteers who help to host and deliver community led events in Ballymena to help present the town as a quality visitor destination and a place where experiences are made

Improve safety through ambient lighting and reduction of pockets of poor light near venues and transport pick up and set off areas and to and from car parking

Develop safe premises and events campaign Promote responsible town centre user campaigns

Delivery Activities

Action

MEABC

Led by

DfC and Volunteer Support Organisations

DfC /PSNI and PCSP

PCSP

Supported by

TBC over the duration of the implementation of the Town Centre Strategy

Resources

• • • •

Desired Outcome(s)

Intervention Area 4 Thriving Hospitality Sector and Night-time Economy

Medium and ongoing

Medium

Timescale

Ballymena Town Centre Investment Plan and Strategy 2021-2031

•

• •

Invest in small scale capital projects to open infill sites/space or address dereliction

Promote mixed use development models, residential accommodation and creative, community or health and wellbeing space

Examine projects which repurpose underused and vacant commercial properties as flexible studio, creative and coworking spaces

Examine the potential for a LOTS Scheme to increase the availability and quality of town centre living accommodation

Identify and shortlist a number of property options Promote the scheme and support owners to develop and implement viable schemes

Develop pop up shops Examine temporary exhibition space and makers studio space

Develop a profile of need for specific interest groups and identify mixed use models in other town centres which can be used to inform the development of approaches in Ballymena

Develop series of pocket parks in Ballymena Town Centre

Delivery Activities

Action

MEABC

Led by

DfC, NIHE, Housing Associations and property owners

Local Enterprise Agency and Community Arts sector

DfC, NIHE, Housing Associations and NHSCT

DfC and landowners (public and private)

Supported by

Property and scheme specific

TBC over the duration of the implementation of the Town Centre Strategy

Resources

Ballymena Town Centre continues to evolve and support new ways of living, working and socialising People live in Ballymena Town Centre in increasing numbers Reliance on retail is balanced by the increasing importance of new commercial activity The development of Ballymena reflects new patterns of transport and a focus on reducing our collective carbon footprint

• • • •

Desired Outcome(s)

Intervention Area 5 Repurposing Ballymena Town Centre

Medium

Short and ongoing

Medium to long

Medium

Timescale

Appendices

Please Note It is recognised that this Town Centre Strategy covers a 10year time frame. As a result, the organisations identified to lead or support on actions will change across that time frame. Equally the leadership on medium to long term actions will, in some cases, be identified during the implementation processes. Therefore, they should be treated as indicative. The identification of

funders for actions should also be treated as indicative as the range of funding opportunities available to the stakeholders involved the implementation of the Town Centre Strategy will develop and emerge over its duration.

The Council will carry out annual reviews of the Town Centre Strategy and based on the additional information available when those annual reviews take place, the leadership and funding information for actions will be updated. 46 / 47

Appendix A Review of progress against the 2010-2020 Town Centre Masterplan Point

Description

Position

Environmental Improvements a Streetscapes b Lighting c Planting d Public Art e Temporary Improvements

Public realm completed throughout town with latest PR on Greenvale Street would cover points A,B & C.

Signage & Interpretation Improving legibility and navigation for pedestrians and drivers throughout the Town Centre by providing a coherent signage scheme and communicating the history of Ballymena through interpretative panels, tours, etc.

Signage and interpretation delivered as part of latest public realm works – however does not deliver 100% town coverage.

Accessibility Strategy Ensuring improved accessibility of the Town Centre based on an Access Audit and delivery of associated action plan, ideally applying to both publicly and privately owned areas.

No strategy produced that we are aware of. Accessibility factors would have influenced the design of the new public realm works.

Cycle Provision Programme Continuing efforts to realise a cohesive cycle network through Ballymena Town Centre and linking adjacent neighbourhoods and open spaces.

Roads Service: update requested, but not received as yet.

Town Centre Branding & Marketing Strategy for promoting Ballymena to potential visitors and investors, encouraging a positive civic identity, and changing perceptions about the Town Centre.

Ballymena Town Centre Revitalisation Programme - £150,000.00 (2013/2014)

MEABC not aware of anything.

Ballymena Town Centre Revitalisation Phase II - £50,000.00 Church Street and Bridge Street, Ballymena, followed by Mill Street, Castle Street and Lower Bridge Street. Some branding and Marketing activity has been progressed by Ballymena BID.

Festivals, Events & Activities Development of a varied programme of high quality events to take place in and around Town Centre, focusing on promoting inclusivity.

Ballymena Town Centre Investment Plan and Strategy 2021-2031

See position at 5. MEABC activities have been very ad hoc with no calendar of scheduled activities developed.

Point

Description

Position

Transport Assessment Undertake a transport assessment of the Town Centre, including transport modelling, which can be used to inform existing and future developments.

Completed 2012

Town Centre Frontage Improvements Coordinated improvement programme of building frontages including surface treatments, architectural details and signage.

See position at 5

Town Centre Safety Initiative Strategy to address safety and perception of safety in Town Centre through a number of measures.

Unclear if strategy exists but BRAC (Ballymena Retailers Against Crime) has been operational for many years now.

Evening Economy Initiative Proactive approach to improve and diversify evening economy in Town Centre, supporting existing business in their evening operations, encouraging the extension of activity, and complementing with new uses.

Provision is very ad hoc. Some advancements made via the PEACE IV project – town businesses provided with external tables / chairs / mobile planters. The recruitment of an evening economy officer has been placed on hold.

Link Road Landscape Improvements to the environmental quality of the link roads around Ballymena Town Centre, including Larne Road Link, North Road, and Parkway.

Roads Service: Update requested, but received as yet.

Braid River Greenway Implementation of a greenway around Braid River with corresponding foot and cycle paths along its length, potentially building weirs where necessary, to create a greenway connecting outlying settlements with the Town Centre.

MEABC not aware of any progress.

Braid River Clean-up & Management This effort would include cleaning of the water and riverside areas and ensuring long-term maintenance and management of the Braid River.

Some work by Rivers Agency and local community.

Retail Capacity Study This Study would aid in making accurately informed decisions on the extent and timing of future retail development.

Completed 2012

Living over the Shops (LOTS) Scheme LOTS Scheme would enable landowners to apply for grants to convert or upgrade living accommodation in the Town Centre.

Northern Ireland Housing Executive initiative – ongoing. Whilst NIHE are developing residential units – would query how much is above retail space.

Ballymena Primary & Community Care Infrastructure Replacement and modernisation of health care facilities at Braid Valley Hospital.

Northern Health and Social Care Trust completed

MEABC not aware of any progress.

48 / 49

Point

Description

Position

Trostan Avenue Housing & Mixed Use Development A housing development wrapping a multi-storey car park with mixed uses on the ground floor.

Private Sector – Not taken forward

Bridge Street Development & Public Square Public square in front of Braid Arts Centre with surrounding mixed-use development, including two storeys of underground car parking.

Private Sector – Not taken forward

Bridge Street Gateway Improvement of Bridge Street traffic island featuring a gateway building, public art and better pedestrian environment, producing a welcoming space that acts as a gateway to Ballymena

MEABC not aware of any progress.

Landmark Bridge Pedestrian bridge over the Larne Road Link connecting Church Street public square to riverfront development and public realm, also a gateway for drivers coming into Ballymena. Approximate budget includes platform structures.

Not taken forward.

Riverfront Developments Mixed-use development, including a multi-storey car park, with intensity of cultural uses taking advantage of valuable riverfront space.

Private Sector – Not taken forward

Braid River Bridge Upgrades Upgrade of existing bridges (Harryville Bridge, Braidwater vehicular bridge, and Edward Street pedestrian bridge) and building of new pedestrian bridge at riverfront public realm space

Private Sector – Not taken forward

Riverfront Public Realm High-quality public realm space fronting the Braid River, creating pleasant places to enjoy riverside views and surrounding development

Private Sector – Not taken forward

Henry Street Linkage Pedestrian and vehicular link between riverfront public realm and Henry Street in Harryville

Not taken forward

Developments Fronting Ballymoney Road Mixed-use development with ground floor retail and of office space above, including surface car parking

Private Sector – Not taken forward

Housing at Lamont Playing Fields Housing development fronting Lamont Playing Fields and Memorial Park

Private Sector – Not taken forward

Ballymena Town Centre Investment Plan and Strategy 2021-2031

Point

Description

Position

Public Realm Upgrades to the Pentagon Upgrade to enhance the pedestrian experience at the Pentagon intersection

Not taken forward by DSD but DfI may have done some work there a number of years ago. MEABC not aware of any progress.

Bus Stop Facility Upgrade Improvement of existing bus stops

Translink - ongoing

Developments on PSNI Site On and around the site of the current PSNI Station, mixeduse development with ground- floor retail and office space above along with residential and surface car parking, creating a new vehicular link between Galgorm Road

PSNI are stakeholders in the redevelopment of the St Patrick’s Barrack’s site

Developments Fronting North Road Mixeduse development with ground floor retail and of office space above, including surface car parking

Private Sector – Not taken forward

North Road Pedestrian Crossing Improvement Improving existing pedestrian crossing to realign it with existing streets and views

Roads Service – Update requested, but not received as yet. MEABC not aware of any progress.

Bus & Train Station Upgrade and Gateway Space High-quality upgrade to existing facilities as well as a welcoming gateway public realm space to welcome people into Ballymena.

Translink – not taken forward but some work ongoing in relation to park and rides etc at the station

Galgorm Road Public Realm Public realm upgrades to Galgorm Road creating a more pleasant link between bus & train station and Ballymena Town Centre

Not taken forward

Redevelopment of the Council Offices Site Redevelopment of the site to housing, dependent on the relocation of the Council Offices, potentially to Bridge Street Square

Council currently investigating potential site for new Civic Offices.

Riverfront Housing Development Housing development fronting Waveney Road and Braid River, capitalising on valuable river views

Private Sector –redevelopment consisting of apartments above the Fire Station

Alexander Street Development Mainly retail development fronting Ballymoney, William, and Broughshane Streets with servicing within, including a multi-storey car park

Private Sector – Not taken forward

50 / 51

Point

Description

Position

Springwell Street Development Mainly retail and food development aiming to diversify and add complementary services to the Town Centre

Private Sector – Not taken forward as envisaged.

Springwell Street Public Square Valuable public realm space surrounded by development

As above

High Street Developments Mixed-use development and surface car parking with ground floor retail aiming to create an active and pleasant street, part of a longer connection between Peoples Park and Church Street

Private Sector – Not taken forward as envisaged. Work ongoing at previous Kilpatrick House creating new flats.

Complementary Upgrade to Tower Centre Through Route Potential interior upgrade of Tower Centre creating a covered street linking High Street and Wellington Street

Private Sector – Tower Centre recently extended and modernised but not as envisaged.

Broadway Bandstand Public Realm Upgrade Improvements to existing public space Ballymena Borough Council

Completed as part of the public realm work.

Church Tower Access & Restoration Works to restore Tower and ensure safety and accessibility for all visitors

MEABC currently completing a development grant application to NHLF. Expect submission in March 2020.

Church Tower Landscape improvements and maintenance to graveyard

As Above

Adjacent Church Tower Developments Development offering complementary services and historical interpretation, drawing visitors to Church Tower site

Private Sector – not taken forward

Eastward Street Linkages Pedestrian and vehicular linkages to create appropriate connections between the Town Centre, adjacent housing, St. Patricks Barracks and the ECOS Centre.

Work to redevelop St Patrick’s Barracks is ongoing with a planned road from the Ecos Centre to the Larne Dual Carriageway being planned as the first stage of construction.

Eastward River Crossings Corresponding to the above project, upgrades to existing pedestrian crossings over the Braid River and building of new crossings where appropriate

Work to redevelop St Patrick’s Barracks is ongoing with a planned road from the Ecos Centre to the Larne Dual Carriageway being planned as the first stage of construction.

Ballymena Town Centre Investment Plan and Strategy 2021-2031

Would need to clarify if ground floor is retail.

Appendix B Strategic context for the Ballymena Town Centre Investment Plan A range of local and national strategies and policies have been examined to establish the context within which the Ballymena 10 Year Investment Plan and Town Centre Strategy is shaped and the strategies and policies reviewed are listed below: STRATEGIC DOCUMENT Northern Ireland Programme for Government/Outcome Delivery Plan New Decade New Approach Department for Communities Operating Plan 2019-20 Retail NI – Regeneration NI Creating 21st Century Town and City Centres Mid & East Antrim Community Plan Mid & East Antrim Corporate Plan Mid & East Antrim Local Development Plan Amplify – Economic Development Strategy Mid & East Antrim Tourism Strategy

While the Ballymena 10 Year Investment Plan and Town Centre Strategy is aligned with many strategies, those with particular relevance are described below.

Northern Ireland Programme for Government There is no formal Programme for Government in NI due to the absence of the executive 20182020, the NI Civil Service Outcomes Delivery Plan (ODP) became a key strategic document, setting out the actions that departments had put in place to give effect to the objective of improving wellbeing for all by tackling disadvantage and driving economic growth.

The ODP is based on the Northern Ireland draft Programme for Government Framework 20162021 which contains 12 strategic outcomes supported by 48 indicators that cover a wide range of areas. These include: creating an environment in which opportunity can flourish in economic, social and cultural terms as a way to develop the region’s appeal as a place for business and as a tourist destination.

52 / 53

The ODP (2019)

New Decade New Approach

A key feature of the ODP 2019 is collaborative working between organisations and groups, whether in the public, voluntary, or private sectors. It is a Programme in which the development of projects such as the investment plan for Ballymena can play an active part in contributing to the stated outcomes which include:

With the restoration of the Northern Ireland Executive the New Decade New Approach was published in January 2020 and set out a number of priorities that were agreed for the restored Executive.

• Outcome 1: We prosper through a strong, competitive, regionally balanced economy • Outcome 2: We live and work sustainably – protecting the environment • Outcome 3: We have a more equal society • Outcome 4: We enjoy, long, healthy active lives • Outcome 7: We have a safe community where we respect the law and each other • Outcome 10: We have created a place where people want to live and work, to visit and invest • Outcome 11: We connect people and opportunities through our infrastructure The investment plan will revitalise and regenerate the town centre, will contribute to a reduction in the vacancy rate, will create a more attractive and safer environment, will include a focus on green/sustainable developments, provide facilities that contribute to the health and well-being of citizens and provide opportunities for economic development. It will also act as a catalyst to encourage further private sector investment in the area.

This restated the purpose - Improve well-being for all - by tackling disadvantage and driving economic growth. The defined outcomes are reflective of the Programme for Government framework. The priority with particular relevance to the Ballymena 10 Year Investment Plan is: Investing for the future to ensure Northern Ireland is equipped to harness opportunities and drive sustainable productivity, including opportunities for future trade as we leave the EU. A top priority of the Executive will be to develop a regionallybalanced economy with opportunities for all. The Executive will invest strategically in ensuring that NI has the right mix of skills for a thriving economy. To boost the economy, the Executive will drive the delivery of essential infrastructure projects. The Executive will make it a priority to realise the economic potential offered by City Deals for the Belfast Region and Derry/Londonderry, including through match capital funding for infrastructure, regeneration and tourism projects. Accepting that the Programme for Government/ ODP and New Decade New Approach are the national policy frameworks; the Ballymena 10 Year Investment Plan and Town Centre Strategy presents a practical way to translate the vision set out onto the ground and translate it into tangible benefits (outputs and outcomes) for the residents of Ballymena and the surrounding area. Specifically, it has the potential to contribute to the outcomes outlined above.

Ballymena Town Centre Investment Plan and Strategy 2021-2031

Department for Communities Business Plan 2019/20 The Department for Communities delivers a wide range of services to the public which will impact the lives of most people at some point to support people, build communities and shape places. The draft Business Plan 2019/20 reflects the department’s key priorities and actions for the period. It highlights the key departmental responsibilities including: • Promoting work, well-being and fairness • Supporting people to find work • Bringing communities together and delivering programmes that target social need through social, economic and physical regeneration of cities, towns and villages

The strategic objectives include the need to develop more engaged and improved communities, achieve lower levels of economic inactivity and unemployment and support people to achieve their full potential. The Ballymena 10 Year Investment Plan and Town Centre Strategy will contribute to the department’s objectives across all three key priorities. It will contribute to the economic and physical regeneration of Ballymena town centre encouraging increased footfall, enterprise development and improved health and wellbeing for citizens.

54 / 55

Retail NI – Regeneration NI Creating 21st Century Town and City Centres The theme of this report is regeneration and how to create 21st century town and city centres. It emphasises that regeneration of ideas and approaches is as important as regeneration of physical assets and resources. The report sets out many proposed policy priorities for retail development that Retail NI would like central and local government to adopt including:

• Coordinated town centre regeneration policy • That local councils focus on town centre/ high street plans • Effective use of technology and adoption of smart technology strategies and street technologies to assist retailers • The need for strategic investment in town centre infrastructure and public realm The Ballymena 10 Year Investment Plan and Town Centre Strategy addresses the call from Retail NI for a proactive, strategic approach to support the regeneration and development of retail in the town centre.

Mid and East Antrim Community Plan 2017-2032 ‘Mid and East Antrim will be a strong, vibrant, safe and inclusive community, where people work together to improve the quality of life for all’

Sus ta and inable Tou Job rism s

En vi Ou ro r nm en t

as re

c Fo

Key Ar

ea so f

Ballymena Town Centre Investment Plan and Strategy 2021-2031

Ke y

Comm un and C ity Safety ohesi on

f Foc

Mid and East Antrim will be a strong, vibrant, safe and inclusive community, where people work together to improve quality of life for all.

th al ng He ei d llb oo e G dW an

s cu

so rea

in ss n e r o og cati r P du E

Key Are as o fF

reas of Focus

oc us

K ey A

56 / 57

The Plan identifies five priority themes: • Sustainable jobs and developing our tourism potential • Good health and well-being • Progress in education and improving aspirations for all • Improving community safety and cohesion • Our environment Identified activities which the Ballymena Investment Plan might contribute to include: • Urban and rural regeneration: actions to help revitalise our main town centres and rural economies and development of an evening economy.

• Place promotion: an initiative to develop promotional material which can be used to sell the area as a place to live, work, study, visit and invest in. • Creating greenways/pathways between areas, and reclaiming existing outdoor spaces including the development of an Urban/ Community Growing Strategy to include the development of allotments. • Open space developments and recreational developments to support more active lifestyles. • Scoping and identification of the most vulnerable places within the borough. • Public shared space developments. • Explore potential for development of additional cycle infrastructure. • Create safe walking routes to schools and colleges. • Connect existing walking and cycling routes to encourage less dependency on cars. • Extend the scope of the planned audit of green space across the borough to include brownfield sites in conjunction with the local development plan. • Promote ‘Highway to Health’ to publicise the facilities we have access to.

Ballymena Town Centre Investment Plan and Strategy 2021-2031

Mid and East Antrim Corporate Plan 2019-2023 The MEABC Corporate Plan is consistent with the Programme for Government aims of improving well-being for all by tackling disadvantage and driving economic growth. It is also aligned to the Regional Development Strategy and connects to other Council led plans including the Community Plan, the Local Development Plan and the Performance Improvement Plan. The Corporate Plan identifies the following vision and key strategic themes:

The main objectives with which the Ballymena Investment Plan aligns include: • Attracting more visitors to stay longer and spend more • Creating a compelling tourism and economic proposition by developing and investing in unique heritage and assets • Delivering high quality places where people want to live, work and invest

• Encouraging people to value the natural environment and built heritage, by enhancing responsible access to it and promoting the benefits it offers for health and well-being • Improving community safety and confidence to enable people to feel safe and have a sense of belonging to their area • Enabling people to live longer and healthier lives • Enabling older people to be active

• Improving and sustainably manage the environment 58 / 59

Mid and East Antrim Local Development Plan The vision for the Mid and East Antrim Local Development Plan (LDP) is:

‘Mid and East Antrim will be shaped by high quality, sustainable and connected places for people to live, work, enjoy, invest and visit, so as to improve the quality of life for all’

Ballymena has a large town centre and benefits from a diverse range of retail units, formats and sizes and has good representation from independent retailers as well as national multiples. Ballymena also benefits from an excellent location on the edge of the Belfast Metropolitan Urban Area with easy access to International and City airports and the ports of Larne and Belfast. The LDP identifies Ballymena as one of the three main towns in the Council area. It suggests that the focus of major population growth and economic development should be in the three main towns of Ballymena, Carrickfergus and Larne, strengthening their roles as the prime locations for business, retail, housing, administration, leisure and cultural facilities within the M&EA Borough. A key strategic objective is to support and sustain vibrant towns centres in Ballymena, Carrickfergus and Larne. The Ballymena 10 Year Investment Plan and Town Centre Strategy will support the aspirations set out in the LDP.

Ballymena Town Centre Investment Plan and Strategy 2021-2031

Amplify – Growing the Economy of Mid and East Antrim Amplify is the economic development strategy for Mid and East Antrim. The strategy identifies five key economic strategic priorities:

• Improve start-up accommodation/grow-on space and superfast broadband connectivity • Improve towns and villages and east-west connections The Ballymena Investment Plan clearly aligns with these strategic priorities and translates the economic vision of the Amplify Strategy to active regeneration that will support the wider strategic actions.

• Enterprise and Entrepreneurship • Innovation • Skills • Infrastructure • Inclusion and Well-being Of particular relevance to the proposed Ballymena Investment Plan are strategic priority 1, Enterprise and Entrepreneurship and strategic priority 4, Infrastructure. The stated rationale and objectives for these priorities are:

1. Enterprise and Entrepreneurship Rationale • Too much reliance on a small number of employers

Mid and East Antrim Tourism Strategy - 2017 The Tourism Strategy 2017 sets out that the primary tourism offer of Mid and East Antrim as a destination that is based around the Causeway Coastal Route. All other tourism assets and experiences offered in Mid and East Antrim should align with, support and benefit from this association. The report identifies five key strategic themes (including the focus on the Causeway Coastal Route) that will reinforce tourism delivery and economic development objectives: • Theme 1: Causeway Coastal Route

• Need more start-ups and growth from indigenous firms

• Theme 2: Culture & Heritage

• Need to attract more business investment into the area Objectives

• Theme 4: Destination Marketing

• Increase birth rate and growth of local firms • Create a culture of enterprise in the business and education system • Grow the indigenous business base and attract new inward investment

4. Infrastructure Rationale • Untapped potential of local environment and assets and need to regenerate towns and villages • Need to use land and property assets better to showcase and promote the Borough for investment Objectives

• Theme 3: Events and Festivals

• Theme 5: Destination Development and Management Ballymena as one of the three main towns in the Council area is identified as one of the loops and itineraries off the Causeway Coastal Route. The town is located within easy access to the International and City airports and the ports of Larne and Belfast. The proposed investments through the 10 year Investment Plan and Town Centre Strategy aligns with the objectives of the Tourism Strategy and will contribute to the destination marketing, development and management, increased levels of footfall and an enhanced visitor experience in the Borough.

• Improve profile of the Borough for investment and tourism

60 / 61

Appendix C Public Engagement Feedback This report sets out an analysis of a survey carried out engaging the public in Ballymena Town Centre. They were engaged as part of the overall public engagement process underpinning the update of the current Ballymena Town Centre Masterplan/Investment Plan and supporting the development of a 10-year Town Centre Strategy covering the 2020-2030 time frame. The process is being led by Mid and East Antrim Borough Council (the Council) and resourced by the Department for Communities (DfC). Venture International Ltd (Venture) was procured to facilitate the public engagement processes underpinning the Investment Plan and Town Centre Strategy. The context for the public engagement with the general public is set within the 2020 Covid 19 restrictions. Given these restrictions the engagement process was carried out online (using a Survey Monkey template) and via telephone follow up (carried out by the Venture International Limited’s survey team). An analysis of the 79 respondents confirms that the 54% (35) were females and 43% (28) were males. The majority of respondents (53) were in the age group 25-65, 5 were in the age group 1624 and 7 over 65. The public engagement process builds on the feedback provided by retailers and traders. The overall extent of public engagement in the Ballymena Investment Plan (update) and Town Centre Strategy is set out below:

CATEGORY

NUMBERS

Retailers/Traders

Public

Total

139

As part of the survey respondents were asked to confirm their perception of Ballymena in 2021. It was acknowledged that this process was being completed during the Covid 19 pandemic and that the impact of the pandemic on the town was accepted. However, respondents were asked to base their responses on their experiences of Ballymena over the past five years and not base it solely on their experiences in 2020.

Rating Ballymena Town Centre The respondents were asked to rate Ballymena town centre against a range of 10 factors with 1 being very poor and 5 being very good. The graph below sets put the response and weighted averages against each factor: As would be expected respondents expressed a range of views across the factors, the highlights were: • The view on facilities is balanced with 29 rating average, 15 good and 16 poor or very poor. • The retail mix is considered to be positive with 52 (87%) rating it average or better with 29 (48%) good or very good. The response on destination stores reflects a similar view with 62% average or above and 43% good or very good. • Promotion activity was rated below average by 28 (47%) of respondents, average by 21 (35%) and good or very good by 11 (18%). • There were particular negative responses in relation to the tourist offering and the evening economy 44 (73%) and 49 (82%) respectively considering these to be poor or very poor. • 78% (47) consider parking to be average or better with (50%) rating it good or very good. • The customer experience is considered positively with 54 (90%) rating average or better and 30 (50%) good or very good.

Ballymena Town Centre Investment Plan and Strategy 2021-2031

• Ease of use is also rated positively with 50 (83%) rating average or better and 28 (47%) good or very good. • The quality of the environment was rated below average by 26 (43%) of respondents, average by 28 (47%) and good or very good by 6 (10%). Factors & Scores

Score (out of 5)

4.00

3.00

2.00

1.00

0 Facilities

Retail Mix

Parking Provision

Destination Stores

Customer Experience

Ease of use

Promotion Quality of Activity Environment

Tourist Offering

Evening Economy

Full details of the responses are outlined in the tables below:

40 No. of Respondents

Retail Mix

No. of Respondents

Facilities

30 20 10 0

Very Good

Good

Average

Rating

Poor

Very Poor

Very Good

Good

Average

Poor

Very Poor

Rating

62 / 63

Parking Provision

Destination Stores

40 No. of Respondents

No. of Respondents

40 30 20 10 0

30 20 10 0

Very Good

Good

Average

Poor

Very Poor

Very Good

Good

Rating

Very Poor

Poor

Very Poor

Poor

Very Poor

Ease of Use

40 No. of Respondents

Poor

Rating

Customer Experience

30 20 10 0

Very Good

Good

Average

Poor

Very Poor

Very Good

Good

Rating

Average

Rating

Promotion Activity

Quality of Environment

40 No. of Respondents

Average

30 20 10 0

Very Good

Good

Average

Poor

Very Poor

Rating

Ballymena Town Centre Investment Plan and Strategy 2021-2031

Very Good

Good

Average

Rating

Tourist Offering

Evening Economy

40 No. of Respondents

No. of Respondents

40 30 20 10 0

30 20 10 0

Very Good

Good

Average

Poor

Very Poor

Very Good

Good

Rating

Average

Poor

Very Poor

Rating

Respondents were asked which of the following factors are most in need of improvement and to rank the top three in order of importance (1 = top priority, 2 = 2nd priority, etc.) The following table sets out the detailed results and rankings for all of the factors and identifies that town centre vibrancy is seen as a priority by the majority of respondents with choice of shops and services and evening economy seen as the second and third priorities. STRATEGIC DOCUMENT

Rank 1

Rank 2

Rank 3

Total

% AGE

Priority Order

Town centre vibrancy

17%

1st

Choice of shops and services

12%

2nd

Evening economy

11%

3rd

Vacancy rates

4th

Town centre marketing/branding

5th

Dereliction

6th

Accessibility

7th

Footpaths

8th

Cleanliness/litter

9th=

Car parking provision

9th=

Business support

11th=

Events/festivals/markets

11th=

Crime/anti-social behaviour

11th=

Footfall

14th=

Recycling

14th=

Signage

16th=

Opening hours

16th=

64 / 65

Vision Respondents were asked to provide the three main reasons why they went into and spent time in Ballymena Town Centre over the past five years. A review of the responses confirm that the main reasons were: • Shopping • Socialising and hospitality • Access to services • Work • Events and leisure activities Respondents were also asked to describe their vision for Ballymena by 2030 and what type of town they want it to be. The common themes that emerged are that Ballymena would be:

The main reasons that respondents identified that they would go to Ballymena town in the future were: • Shopping • Socialising and hospitality • Access to services

Shaping Our Proposals The respondents were asked to consider the various proposals for development of the town and to provide views on 1. What they liked about the proposal; and 2. What they would add or change The main areas of feedback are outlined below:

• Modern, vibrant, welcoming and inviting • Excellent visitor experience • Disabled friendly and accessible • Safe and inclusive, for all ages, cultures and identities • Exemplar for outdoor recreation • Hub for creative industries

Proposal 1: Refurbishment of Targeted Vacancy and Dereliction What they liked about the proposal

What they would add or change

Improved appearance of the town

Convenient Parking

A safer town

Review Traffic Management

Addresses dereliction

More cycle ways/walkways

Will clean up the town

Demolish derelict buildings

Improvement to railway link

Budget tight

The focus on access and public spaces

Ballymena Town Centre Investment Plan and Strategy 2021-2031

Proposal 2: Development of Key Sites What they liked about the proposal

What they would add or change

Includes strategic places

More trees

Will modernise key sites

Fair consideration of all areas of the town

Reduce vacant land

Early and better community engagement

Town centre living

Focus on outdoor exercise

Green spaces

Proposal 3: Braid River and Henry Street What they liked about the proposal

What they would add or change

Make the area cleaner and tidier

Cycling/running routes

Linkage to the town

Trees

Make the area accessible for walking

New or improved railings along the riverside

Enhancing a natural asset

Potential for anti-social behaviour

Proposal 4: Church Tower – Restoration and Public Access What they liked about the proposal

What they would add or change

Makes the most of culture and heritage

Better accessibility

Brings more tourist opportunities

Leave the graveyard alone

Graveyards are not visitor attractions

Money better invested in the town centre

Proposal 5: Street Animation Main areas for animation identified

Type of events that could be hosted

Band Stand

Festivals eg. Halloween

Bryan Street Square

Music, arts and theatre

Showgrounds

Winter wonderland

The River

Cultural diversity events

Braid Centre

Food events

Grenville Street Peoples Park

66 / 67

Proposal 6: Walking and Cycling Strategy How walking and cycling access could be improved

Where/what should any investment focus on

Pedestrianise areas

Developing cycling, running and walking routes

More cycling lanes/bicycle parking/bicycle hire

Street Lighting

Safe user friendly paths

Environmental considerations

Signed links/designated walking and cycling routes

Traffic management

Take a lane of traffic out

Pedestrianised areas

Improved footpaths

Streetscapes and seating Accessibility and safety

Proposal 7: Bus and Train Stations Upgrade What they liked about the proposal

What they would add or change

Improved and modernised facilities

Clean/safe toilet facilities

Upgrade walking route to town centre

Signage and safer access

Improvements to environment and public realm

More comfortable and enclosed waiting area

More accessible

Better park and ride

More attractive

Shops and cafés close by

Having a proper waiting room

Proposal 8: Public Realm Extensions What they liked about the proposal

What they would add or change

Needs done

Ask shop owners

Implement properly

Toilets, directions and signage

Bring back pride in the town

Less loading areas

Add green public spaces

Better disabled access

Will revitalise the town

Environment first then history

Enough public realm no more concrete

Footpaths to narrow

Not adventurous enough

More seating areas

Ballymena Town Centre Investment Plan and Strategy 2021-2031

Direction for the Updated Ballymena Investment Plan and Town Centre Strategy The analysis of the public engagement processes helps provide direction for both the updated Investment Plan and the Town Centre Strategy. From the perspective of the Investment Plan the following outputs should be considered as part of the process of refining the vision: •

•

Currently the public perceive the town centre’s main role, form their perspective, as a shopping environment which supports access to hospitality and socialising (including its night-time economy) ...this is still how the project that the town will function for them over the time frame of the updated Investment Plan Their description is of a town centre which is inclusive, focused on quality experiences with high quality outdoor recreation (or access to it) and bring in a developing creativity sector The emphasis appears to be shifting to the welcome and the experience

There is a clear sense of priorities tied in with the current draft Investment Plan proposals….. particularly on those which focus on the removal of dereliction and the development of strategic sites.

There is also a high level of consensus around the importance of walking and cycling routes and their emerging importance in connectivity between the areas and spaces which make up the town centre and the natural or recreational sites adjacent to the town centre and on the edge of the town. There is a clear consensus and consistency around the need to invest to enhance the presentation of the town; tree planting and environmental improvements combined with the development of outdoor recreational space (key sites and infill sites as pocket parks and smaller green/natural social spaces which encourage people to dwell and spend more time in and around the town). There is consensus that all of the proposal presented have merit and should be progressed... and the majority of comments (outside those supporting each of the proposals was from a positive perspective...helping to evolve or direct (where investment should be made). From the perspective of the Town Centre Strategy the feedback provides direction to focus on: •

Providing the highest level of town centre user experience

•

Creating experiences via animation and events and the support of the creative and design led maker sectors

•

Support to develop the hospitality sector and experience and the towns night-time economy

•

Inclusion and safety 68 / 69

Appendix D Retailer and Trader Feedback This report sets out an analysis of a survey carried out engaging retailers and traders in Ballymena Town Centre. They were engaged as part of the overall public engagement process underpinning the update of the current Ballymena Town Centre Masterplan/Investment Plan and supporting the development of a 10-year Town Centre Strategy covering the 2020-2030 time frame. The process is being led by Mid and East Antrim Borough Council (the Council) and resourced by the Department for Communities (DfC). Venture International Ltd (Venture) was procured to facilitate the public engagement processes underpinning the Investment Plan and Town Centre Strategy. The context for this engagement with retailers and traders is set within the 2020 Covid 19 restrictions. Given these restrictions the engagement process was carried out online using a Survey Monkey survey and via telephone follow up (carried out by the Venture International Limited’s survey team). Mid and East Antrim Borough Council (the Council) provided a database for traders and retailers in Ballymena.

The following table sets out the response rate achieved through the online and telephone follow up engagement processes: Factor

OUT-TURN

Original list

172

Actual or available businesses

136

Surveys complete

% Response rate

44%

A review of this table confirms that the process (despite the challenged presented by the Covid 19 restrictions) secured a response rate of 44%. An analysis of the 60 respondents confirms that the majority (45%) were in the retail sector, with 27% in the services sector and 21% in the hospitality sector. The table below sets out the distribution of respondents by their main sector of business activity:

Main Business Type

Percentage of respondents

50 40 30 20 10 0 Retail

Groceries

Services (eg. health beauty, legal financial)

Ballymena Town Centre Investment Plan and Strategy 2021-2031

Eating or drinking establishment (eg. cafe, pub, restaurant)

Entertainment or leisure (eg. cinema, leisure centre, arcade)

Other (please specify)

How Many Years Has Your Business Been Trading? The table below establishes the number of year that respondents have traded in Ballymena. An analysis confirms that 56% have over 10 years’ experience of training in Ballymena. This affords them with an understanding, over a significant time-frame, of how the Town Centre dynamic/characteristics and performance has changed and the challenges (existing and emerging) that they face operating a business in the town.

<1 year

5.26%

1-4 years

12.28%

5-9 years

26.32%

>10 years

26.14%

Due to the Covid 19 Pandemic Did You Apply for Or Receive Government Support? The public engagement process was required to recognise that the retailers and traders were being engaged during the 2020 Covid 19 pandemic. Recognising that wider support has been made available through the executive and through fiscal policy and business support decisions made in Westminster it was reasonable to confirm if businesses in Ballymena Town Centre had accessed any of the Covid 19 supports. The following table confirms the position for the respondents:

Response

Yes

No, I did not apply

I did not receive all the supports I applied for My business was not eligible for any of the Government Support Schemes

100

Percentage of respondents

70 / 71

An analysis of the table confirms that (almost) 90% of the respondents had received assistance with the majority of the balance not applying for any of the assistance schemes. The table below confirms the forms of assistance that the almost 90% of the responding retailers and traders had applied for:

If ‘Yes’ please tick all that apply

Business Support Programme COVID Small Business Grant (up to £10,000 for all businesses with a Rateable Value of up to £15,000)

Response

Hospitality, Tourism and Retail Sectors Grant Scheme (up to £25,000 for companies in these sectors with a Rateable Value of £15,001 - £51,000 NI Micro Business Hardship Fund (businesses with fewer than 10 employees and not eligible for either of the above grant schemes) Business Rate Relief

Creative Support Fund (a £1.5m package to support creative projects including the Artists’ Emergency Fund)

Other (please specify)

Percentage of respondents

The Covid Small Business Grant (up to 10K) was the main form of assistance accessed for almost 55% of respondents. Business Rates relief was also accessed by the same proportion of businesses. Just under 20% applied for an secured the Hospitality, Tourism and retail Grant Scheme (a grant of 25k). The mix of support reflects the spread/range of retail hospitality enterprises in Ballymena Town Centre. It also confirms that there was a high level of awareness (and hence a high level of applications) which reflects well on Council/DfC’s communication with the enterprises to ensure that they had the knowledge of how to access the support available to them during the Pandemic.

How Would You Compare Your Current Turn Over to Pre COVID-19? An analysis of the responses confirms that 73% are experiencing reduced or significantly reduced turnover compared to two years ago and 80% reduced or significantly reduced turnover compared to five years ago. Covid will have had a significant impact from the last trading year (2018/2019) … this is reflected in the comparison of turnover from this year to the last trading year. The feedback over both a two year and fiveyear time frame confirms that many businesses (three quarters) are experiencing challenges to the financial performance of their retail or service business based on changes in their turnover over the medium term. Given that the feedback is almost uniform across both a two and five year time frame this must be considered a trend rather than a short term/one off dynamic.

Ballymena Town Centre Investment Plan and Strategy 2021-2031

The following table set out a summary of their responses:

Percentage of respondents

100

The same Reduced

Significantly reduced

60 40 20 0 5 years ago (if applicable)

2 years ago

Last year

If You Are Part of a Chain How Are You Currently Trading Compared to the Company’s Regional/National Average?

What Are Your Businesses Future Plans for Ongoing Trading in Ballymena Town Centre

Five of the retailers/traders which responded are part of a national/regional chains. Four of them indicated that they are trading in line with the performance of their peers across the region or nationally, with one indicating that they are trading above it. This indicates that they are experiencing a similar trading environment as their sister stores trading in other Town Centres nationally.

The following chart sets out respondents thinking around their plans for trading in Ballymena Town Centre. It is encouraging that a total of 85% of the respondents propose to continue to trade in Ballymena Town Centre despite wider (non Ballymena specific) challenges including Covid 19 and the migration to online retail options combined with any of their perceived limitations

What are your business’s future plans for ongoing trading in Ballymena Town Centre?

Remain in current premises

85.71%

Expand

Move premises within Ballymena

12.5%

Move/relocate away from Ballymena

1.79%

72 / 73

associated with Ballymena Town Centre. 13% indicated that they would move from their current premises in Ballymena Town Centre to other premises in the Town. Only one of the respondents said that they are likely to close in the near future. Their continued commitment to both their retail/hospitality enterprise and to a Ballymena Town Centre location is a clear strength for the Town and the Borough.

Does your business have or use online promotion? 45% of the respondents indicated that they have an online presence; with only one business indicating that it has an e-commerce revenue stream through online selling. 67% of the businesses use social media (largely Facebook) to promote their business. This appears a relatively low level of use of online, social or digital approaches for promotion and may be an area where Council and its partners may want to increase awareness and develop the capability of business owners/staff. Retailers/traders in Ballymena Town Centre cannot ignore the potential to diversify revenue streams and their customer base using online strategies which complement/supports their conventional business models.

Is Your Business Planning to Use Online or Digital Approaches? 40% of the respondents have indicated an interest in developing an online presence; significantly none indicated that they would migrate to selling online. Given the challenges presented by Covid 19 and the wider challenges to Main Street/High Street retailing this is perhaps surprising. The migration to online retailing/e-commerce business models is set to continue (and for some customers Covid 19 has converted them, by necessity, to online customers). For those enterprises where it is feasible, ignoring it as part of the business survival or growth plans is no longer a viable or sensible option.

My overall perception of Ballymena Town Centre The following table sets out t he respondents’ perceptions of Ballymena Town centre in 2020 29% of respondent rate their perception of Ballymena Town Centre as ‘Good’ with no respondents rating it as ‘Very Good’. More telling is the fact that 46% rate their perception as not better than ‘Average’ with 25% rating it as ‘Poor’ or ‘Very Poor’. It is clear that the Investment Plan and Town Centre Strategy must identify and resource actions which reverse these perceptions and convert it to a ‘Very Good/Good’ rating from the perspective of the Town’s retailers/traders/ hospitality enterprises.

My overall perception of Ballymena Town Centre is

Ballymena Town Centre Investment Plan and Strategy 2021-2031

Very good

Good

29.09%

Average

45.45%

Poor

12.73%

Very poor

12.73%

Opinion of Ballymena Town Centre Respondents were asked to rate their opinion of Ballymena Town Centre against a range of 16 factors. The following rating scale was used: Significant strength

Strength

Acceptable

An issue

A significant issue

The following table sets out their responses: 70

50 40 30 20 10

A review of the response confirms the following: •

•

The performance of the Town Centre against most of these factors is rated at acceptable at best From the perspective of retailers and traders in the Town Centre they have indicated that dereliction and vacancy rates are their two main concerns; almost 62% of retailers/traders feel that vacancy is a significant issue and 58% that dereliction is also a significant issue

Dereliction

Vacancy rates

Organised events

Green space

Public/events space

Vandalism

Levels of anti-social behaviour

Safety

Street signage

Lighting

Accessibility, mobility

Traffic flow

Pedestrian friendliness

Street cleanliness

Street surfacing

0 Street maintenance

Percentage of respondents

The following were also perceived as a significant issue or an issue by respondents: •

For 21% organised events (or the lack of) is perceived as a significant issue and an issue for a further 53%

•

Accessibility including mobility parking and public access (a significant issue for 11% and an issue for 33%)

•

Traffic flow is perceived as a significant issue for 13% and an issue for 4%

74 / 75

Rating Ballymena Town Centre

Few factors recorded responses indicating that retailers/traders perceived them as a significant strength. Those which recorded a positive response are:

The respondents were asked to rate Ballymena town centre against a range of 10 factors with 1 being very poor and 5 being very good. The graph below sets put the response and weighted averages against each factor:

•

Street maintenance, street cleanliness, street lighting and signage were all rated as a significant strength by 9% of the retailers/ traders

•

Street surfacing, pedestrian friendliness, traffic flow safety, public event space, green space and organised events all recorded responses indicating that these factors are significant strengths. However, these ratings were provided by 2%-6% of respondents and therefore represent an insignificant volume of responses

Only two factors were scored at four or above (evening economy at 4.2 out of 5 and tourist offering at 3.8 out of 5). If it is assumed that 3 would be the average/acceptable rating, only one performs at that average i.e. promotional activity. From a retail perspective the fact that facilities, retail mix/offer, destination stores, customer experience and ease of use all score between 2 and 3 indicates that significant additional investment or actions are required.

How would you rate Ballymena Town Centre for the following?

Rating (out of 5)

4 3 2 1

Ballymena Town Centre Investment Plan and Strategy 2021-2031

Evening economy

Tourist offering

Quality of environment

Promotional activity

Ease of use

Customer experience

Destination stores

Parking provision

Retail mix/offer

Facilities

Providing Direction for the Investment Plan and Town Centre Strategy The outputs of the retailers and traders survey provides direction for the Ballymena Investment Plan and Ballymena Town Centre Strategy (20202030). This must be seen in context with a range of feedback from engagement processes underpinning the development of both the Investment Plan and Town Centre Strategy. This includes:

•

Examine opportunities to support more people to live in the Town Centre

•

Creates green and informal recreational space in and around the Town Centre adding to the existing parks

From the perspective of developing the Town Centre Strategy (2020-2030) the feedback from retailers and traders highlights several themes or areas which the Town Centre Strategy should seek to address. These include: •

Providing ongoing business development support for retailers and traders; specific emphasis to be placed on the development of Business Recovery Plans and Diversification Strategies

•

A review of the progress against the existing Investment Plan

•

Feedback from the BID Team

•

Input from the Elected Members for the Town

•

Feedback and direction from the wider public through a range of forthcoming virtual public engagement processes (carried out virtually due to the restrictions on public meetings presented by COVID-19)

Supporting business owners and key personnel to develop the skills and competencies required to effectively implement actions in their Business Recovery Plans and Diversification Strategies

•

Placing specific emphasis on the development of competency in the areas of social/ digital media promotion and integration of e-commerce revenue streams as part of the retailers’/traders’ business model

•

Development of a strong Annual Events Plan; particularly pilot schemes to animate and repurpose derelict sites and vacant commercial properties

•

Identify new models of private and social housing led Town Centre property schemes which bring vacant buildings and derelict sites back into use

•

Improving the effectiveness of Town Centre maintenance and street cleaning

The outputs of all of these processes will provide direction for both the Plan and Strategy.

Investment Plan The Investment Plan focuses on identifying capital projects in and around the Town Centre which can address issues, challenges, weaknesses and opportunities identified by the range of engagement processes. They are projects which can help to deliver on the visions set out in the Investment Plan and Town Centre Strategy. Based on feedback from the retailers and traders the Investment Plan should include capital projects which: •

Address the impact of dereliction

•

Address the relatively high level of vacancy across the Town’s commercial property stock

•

Create spaces and places (distributed across the Townscape) which facilitate public events (and in town activities which help to improve the offer for local citizens and visitors and begin to repurpose the Town as a place for social connectiveness as well as commercial activity)

76 / 77

‘Mid and East Antrim will be a strong, vibrant, safe and inclusive community, where people work together to improve the quality of life for all’

For more information, visit

midandeastantrim.gov.uk This document is available in large print upon request. Please email communications@midandeastantrim.gov.uk or call 0300 124 5000