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‘Let’s Work Together’ at The Glades Steve Beverley (CSC) Natalie Owen (Vipre UK Ltd) Presentation Contents Capital Shopping Centres (CSC) Project Consortium CSC Sustainability Credentials Survey Stats CSC Travel Plans Launch Event The Glades – London Travel Booklet Project Background The Future – TMA/BTCTEP ASTUTE (EU Project) Measures 2008/09 Measures Implemented Summary/Tips Capital Shopping Centres Creating places for tomorrow’s customers Lakeside Boardwalk, Thurrock Chimes, Uxbridge Capital Shopping Centres Great British coverage Braehead Eldon Square MetroCentre Manchester Arndale Victoria Centre The Potteries Chapelfield St David’s St David’s 2 Westgate A D B Cribbs Causeway C 12.6 million sq. ft. of space A: The Harlequin 2,021 units B: Lakeside C: The Glades 225 million customer visits a year D: The Chimes Capital Shopping Centres Leading market position 9 of the top 30 UK shopping centres 2006 Scheme Location 2006 Scheme Location 1 MetroCentre Gateshead 16 The Mall at Cribbs Causeway Bristol 2 Bluewater Dartford – Greenhithe 17 Brent Cross Shopping Centre London – Hendon 3 Meadowhall Sheffield 18 Queensgate Shopping Centre Peterborough 4 The Trafford Centre Manchester – Trafford 19 The Victoria Centre Nottingham 5 Lakeside Shopping Centre Grays – Thurrock 20 The Arndale Centre Luton 6 Merry Hill Centre Brierley Hill 21 Braehead Shopping Centre Renfrew, Glasgow 7 the centre:mk Milton Keynes 22 Kingfisher Shopping Centre Redditch 8 East Kilbride Shopping Centre East Kilbride 23 WestQuay Southampton 9 Manchester Arndale Manchester 24 Frenchgate Shopping Centre Doncaster 10 Whitgift Centre Croydon 25 Almondvale Shopping Centre Livingston 11 Eldon Sq. Shopping Centre Newcastle upon Tyne 26 White Rose Shopping Centre Leeds 12 Bullring Birmingham 27 The Oracle Reading 13 The Harlequin Watford 28 Clyde Shopping Centre Clydebank 14 The Telford Shopping Centre Telford 29 The Glades Bromley 15 Festival Place Basingstoke 30 Cwmbran Shopping Cwmbran Source: Trevor Wood Associates 2006 Going Shopping Guide Liberty International Group Corporate Responsibility (CR) Sustainability Credentials Published carbon footprint 95% energy purchased from renewable sources Travel plans for shopping centres Waste streaming and recycling Economic progress through regeneration (100% brownfield) Independently audited Capital Shopping Centres Travel Plans MetroCentre, Gateshead – planning obligation Appointment of Sustainable Travel Manager Why travel plans? – Commercial – Choice for customer – Environment – Corporate responsibility Content of travel plan – Infrastructure – Information – Partnerships Capital Shopping Centres Travel Plans - Partnerships Retailers Local Authority Transport operators Local businesses The Glades Shopping Centre (exemplar) The Glades Shopping Centre London Borough of Bromley Challenges: â 150 businesses – 3000 staff â Communication – lack of email/ internet â Variety of shift patterns â Turnover of staff â Conflicting corporate policies Project Background (2005 to present) Establishment and Development Travel Plan complete – evidence base 1st implementation stage Support and commitment from businesses Steering group Marketing and media Green Guardian Sponsors Branding Launch event Travel booklet Pilot studies Awards The ASTUTE Project Advancing Sustainable Transport in Urban Areas To promote Energy Efficiency 6 cities – London, Dublin, Graz, Budapest, Grenada, Siracusa Funding – Transport for London & EU Aim – Overcoming the barriers to cycling and walking/ Public and Private sector/ Toolkit London – The Glades shopping centre & The London Borough of Bromley Benefits – Networking, dissemination, learning best and worst practice, European promotion, funding, access to expert knowledge Retailers Measures Implemented 2006/2007 Glades Travel Plan Glades Travel Plan booklet for staff and visitors Glades website host to electronic Travel Plan booklet 214 Personalised Travel Information Packs distributed to Glades staff by CEN (partner in the ASTUTE project) M&S staff survey Internal site audits of M&S, H&M, Boots and Debenhams – support from general managers for pilot studies to take place Robust Travel Plan Steering Group established - Meeting at least every 6 weeks comprising LEPT, Capital Shopping Centres (General Member, Marketing Manager and Sustainable Travel Manager), CEN and Vipre. Liaises with Seltrans Travel Plan supported by CSC’s parent company Liberty International PLC Consultant sits on Merchants Association and Business Breakfast meetings: Glades Travel Plan standing item Measures Implemented 2006/2007 Personal relationships built between the consultant and CSC, the Glades management, store managers, Bromley Town Centre Manager and the local / national press, as well as local partners such as Bromley Council, transport operators and developers. Significant work time allocated to development of Travel Plan by CSC. Glades Marketing Manager incorporating Travel Plan measures into corporate branding Standing weekly item in the News Shopper’s Green Guardian column Full page News Shopper editorial reserved to promote Glades Travel Plan launch, 22 September 2007, and double page spread advertising results of launch Consultant sits on Green Guardian Steering Group Development of a local travel information booklet for staff and visitors Annual Green Guardian Awards – Vipre consultant nominated on judging committee Formally confirmed full support from Bromley Town Centre Manager Project Consortium Committed Partners Bromley Town Centre Manager (part of The News Shopper (local paper) Bromley Council) Bromley Town Centre Manager Local Interest Groups and other Community Stakeholders TfL TDM Unit The Glades Marketing Manager The Green Guardian The I Move London Campaign The London Travel Awareness Team The local Bromley bike company The Merchants’ Association (representing retailers in The Glades) Survey Statistics Attitudinal and Mode (Travel Plan) 102 survey respondents Businesses only National average of single car use is 71% 42% car (alone) Greater London – 41% 12% walk Central London – 12% 36% bus Outer London – 66% 4% train 4% car with others 2% car with passenger (National Travel Survey 2001) 0% motorcycle, 0% cycle, 0% underground, 0% bike/train 0% tram, 0% taxi, 0% company car, 0% dropped off Survey Statistics Attitudinal and Mode (Launch Event) Modal Split No. % Walk 25 20 Cycle 10 8 Bus 41 33 Train 8 6 Car driver 27 22 Car passenger 14 11 125 Attitudes No. % I already do 78 63 Yes 29 23 No 18 14 125 Launch Event European Mobility Week - 2007 ‘In Town Without My Car’ day Local involvement Staff and visitors Branded stand Media/ Photographer Freebies/ Debenhams etc Distribution of booklets Interviews/Surveys Fun!!!!!!!!!! Promotion Posters in stores Travel Booklet Localised 20 pages Prize draw/ raffle tickets Reference booklet Managers/ Customer services desk Maps Distribution – support and assistance Health Useful Websites and Contacts Environment Cost savings Recruitment packs Staff/ visitors Launch event Post Publicity Local Media Vipre, The Glades, CSC, LEPT, TfL iMove London, Bromley Bike Company, London Cycle Campaign, Debenhams. TMA/BTCTEP The Future TfL Transport Management Association (TMA) funding route – 3 years Bromley Town Centre Travel and Environmental Partnership - partners £50k match funding for 3 years – not staff time or resources – 50/50 private/public Aims: Set up a partnership of public and private sector which is ultimately self funding and self financing Help achieve Bromley’s target of a 10% reduction in car use in and around the Town Centre Work with developers and all other stakeholders to achieve consensus on the need to develop and implement Travel Demand Management (TDM) measures to reduce pressure on the road network as a result of the planned development (AAP) Contribute to the vibrant and thriving Bromley Town Centre and maintain and enhance its competitive economic and business community and achieve funding Raise Bromley Council’s profile in community leadership Measures 2008/09 Measures 2008/09 Summary Tips Travel Plan document – evidence base â Marketing and media – instrumental Support and commitment from â Travel booklet – awareness businesses â Branding – ownership Range of communication tools Lack of structure – not sitting at desks â Community based – localised all day â Website – dissemination Understanding the message and threat – Long term â Launch event – profile ‘There is a genuine threat to business â Pilot studies – models and it will affect the bottom line if people can’t get to our centre by â Awards – recognition sustainable means’ â Don’t get hung up on Modal Shift! Steering group – platform â Long process – Patience!!!!!! Thank you Any Questions Welcomed Natalie Owen Steve Beverley Principal Consultant Sustainable Travel Manager Vipre UK Ltd Capital Shopping Centres +44 (0) 1483 741 349 +44 (0) 191 493 0236 +44 (0) 7809 387 659 +44 (0) 7977 994 417 email@example.com firstname.lastname@example.org
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