TENDRING DISTRICT COUNCIL POP UP SHOP by lanyuehua

VIEWS: 6 PAGES: 13

									HAVEN GATEWAY SEMINAR
Thursday 10th November 2011
OUR POP UP SHOP
    ‘TRY BEFORE YOU BUY’
     The Pop Up Shop Scheme in Tendring
                 was designed to:-
• Support and help new ‘wannabe retailers’ to
  see if their idea might succeed on the High
  Street
• Give successful applicants a real taste of
  what running a shop is like, without having
  the ‘long term’ financial commitment
• Fill empty shops in Dovercourt High Street
          ‘THE POP UP SHOP INITIATIVE’
          How it was funded and what we did
• Budget – £22,000 (Funded from grant TDC were
  given by DCLG in 2010)
Plans:
• Rented a shop in Dovercourt High Street (approx 400sq ft sales
  area) for 13 months
• Developed a simple application process with a judging panel of
  4 professionals
• Set up extensive business support including:
  a) A personal Business Link advisor and
  b) 24 hour support from the Town Centre Coordinator

• Advertised for tenants who would get the shop
  RENT & RATES FREE for 8 weeks
                          SCHEDULE
• June 2010 - Negotiated rent
•   Sourced and created specific ‘Meanwhile Sub-Lease’ and licence agreements
•   Marketed initiative to promote the RENT & RATES free shop to potential
    tenants who submitted applications to the Council

• July 2010 - Redecorated shop, did all repairs, bought ‘shop basics’
    including glass display cabinets, shelving units, pricing gun, cash register,
    fridge & other incidentals. Installed telephone & broadband
Total set-up costs approx £5,500
• July 2010 Application Forms and Business Plans that were received were
    scrutinised by the panel of judges
•   Applications shortlisted and the successful applicants interviewed by panel

• 26th July 2010 - First applicant chosen
• 3rd August 2010 - Shop opened with first tenant

         (The application process was repeated for each new proposed tenant)
THE SHOP IN DOVERCOURT HIGH STREET
          BEFORE & AFTER
                    MARKETING / ADVERTISING
•       Editorial in local and regional newspapers, some who had their own ‘Shop
        Local’ Campaign
•       Regular interviews on BBC Essex Radio, Dream 100 and Heart FM
•       Created our own Pop Up Shop
        Facebook Page
•       Marketed the initiative through
        Business Link, the FSB, Banks,
        Business & Trade Associations
•       Placed regular adverts in
        local papers and magazines



                           COSTS TO ‘TENANT’
    •   Tenant pays for electricity & telephone calls (approx £40 per month)

    •   Tenant pays their own Public Liability Insurance (approx £95.00 for 8 weeks)
        which was provided by PopUpSpace, sourced by ourselves, who are
        specialists in short term Pop Up Shop insurance. www.popupspace.com

    •   Tenant pays their own contents insurance
                         CHAMELEON TENANTS
•       DG TACKLE – Fishing tackle equipment & bait
•       BABYCAKES BY ALEX – baby clothes and nappies designed look like cakes
        and cupcakes
•       STEPHANIE ROSE JEWELLERY – hand made jewellery and wedding tiara's
•       HOME GROWN CRAFTS – products and equipment for hand made cards and
        scrap books
•       VINTAGE FRESH – ‘Shabby Chic’ vintage furniture and china


                            SIGNS OF SUCCESS
    •   5th Tenant – Vintage Fresh has just opened her own small shop in Dovercourt

    •   4th Tenant - Home Grown Crafts opened her own shop in Dovercourt immediately
        after her tenancy and now rents out shelf space to other small craft businesses

    •   3rd Tenant - Stephanie Rose Jewellery still trades from her own website, twitter &
        facebook, makes wedding tiara’s for a shop in Clacton and also works in a specialist
        bead shop in Colchester

    •   2nd Tenant - Babycakes by Alex is still trading from home via Facebook and is also
        renting shelf space from Home Grown Crafts
                                WEAKNESSES
    •   The number of applicants and comprehensive applications was very
        disappointing
    •   The scheme was very labour intensive

                                    POSTIVES
    •   A very innovative idea that has proved very successful
    •   It has given ‘wannabe retailers’ the chance to ‘try before they bought’
    •   Excellent publicity for the Council & District

                       If we did it again…………?

•       Extend the period of occupancy for each tenant from 8 to 12 weeks
•       Ensure adequate deposit towards utility bills
•       Explore other ways of advertising the scheme to encourage more applications
     LATEST NEWS…………
Due to the success of the scheme in
    Dovercourt we opened our
2nd Pop Up Shop in Clacton on Sea
      on Friday 4th November.
    The first licensee, Aimee Dawson
                is trading as
            ‘THE EMPORIUM’
She will be selling refurbished and restored furniture
and a large range of home crafted furnishings & gifts
                  CLACTON POP UP
                      SHOP
                    BEFORE……




 CLACTON POP UP
     SHOP
AFTER………………..
THE OFFICAL OPENING
    FURTHER INFORMATION

             RACHEL FRYER
      TOWN CENTRE COORDINATOR
      TENDRING DISTRICT COUNCIL
        rfryer@tendringdc.gov.uk
            Tel: 01255 686149
Council Offices, Thorpe Road, Weeley, Clacton on Sea, CO16 9AJ

								
To top