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Market Town Benchmarking
Measuring the performance of town centres
Warminster 2011 Annual Report
January 2012
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AMT Town Benchmarking Report
EXECUTIVE SUMMARY
This is the first time amt-i benchmarking has been undertaken in Warminster, and the
figures make interesting reading. Data has been collected, businesses and cars counted, the
views of businesses and people who use the town have been recorded and all put together
in one document.
This data shows clearly who uses Warminster, why they come and what they think of the
town. The collective view of businesses is revealed. In addition, some comparison can be
made with Bradford on Avon, Trowbridge and Amesbury, who are the nearest local towns to
participate in the same benchmarking exercise in 2011. Warminster’s results can be
compared with the national average too (one thing to bear in mind – ‘national’ in this case
means comparing ourselves with the other 43 small towns that took part in benchmarking in
2011 (and 14 large towns)).
This is a snapshot of 2011. The exercise will be repeated each year, and the trends will
become more apparent and more valuable as time goes on.
Grateful thanks are extended to all who collected, recorded and collated the data:
Warminster & Villages Community Partnership – Economy & Tourism Group
Warminster & Villages Development Trust
Warminster School – Staff and students
Thanks also go to all the businesses that took the time and trouble to respond to the
questionnaires, and to all those people who contributed their views in the street. Every
piece of data collected contributes to a picture of Warminster’s economic health.
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AMT Town Benchmarking Report
CONTENTS PAGE
Page Number
EXECUTIVE SUMMARY 2
INTRODUCTION 4
METHODOLOGY 6
KEY FINDINGS 7
KPI 1: Total Number of Commercial Units 7
KPI 2: Retail by Comparison / Convenience 10
KPI 3: Key attractors / multiple trader representation 11
KPI 4: Number of vacant units 13
KPI 5: Number of markets / traders 13
KPI 6 and 7: Zone A Retail Rents and Prime Retail Property Yields 14
KPI 8: Footfall Counts 15
KPI 9: Car Parking Availability and Usage 16
KPI 10: Business Confidence Survey 18
KPI 11: Visitor Satisfaction Survey 23
KPI 12: Shoppers Origin Survey 30
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AMT Town Benchmarking Report
INTRODUCTION
The Approach
AMT Town Benchmarking has been developed to address the real issues of how to
understand measure, evaluate and ultimately improve town centres. The approach offers a
simple way of capturing data on 12 Key Performance Indicators selected by those involved
in town centre management. By having the tools to measure performance, strategic
decision making is both encouraged and improved. By considering performance, forward
strategies and action planning can be more focused and effective.
AMT Town Benchmarking licenses allow users to collect data on the 12 Key Performance
Indicators from 1st
January to 31st
December in a systematic manner. All license holders are
provided with a Town Benchmarking Handbook and associated data collection sheets to
ensure standardization. Once the data has been collected it is sent to amt-i, the research
division of national membership organization and registered charity Action for Market
towns for analysis and report production.
The System
The Benchmarking system is divided into two sections:
• Large Towns; consisting of those localities with more than 250 commercial units
• Small Towns; consisting of those localities with less than 250 commercial units
Towns, depending on their size, contribute to either the Large or Small Town analysis
The analysis provides data on each KPI for the Benchmarked town individually and in a
regional, national and typology context where available.
• Regional figures are an amalgamation of the data for all the towns in a specific
region
• The National figure is the average for all the towns which participated in
Benchmarking during 2011.
• The Typology analysis refers to the data for the individual town against all of the
other towns who have been classified in the same typology by the Rural Evidence
Research Centre at Birkbeck College.
Information on towns contributing to Benchmarking in 2011, whether they are part of the
Large or Small Town cohort, Region and Typology can be found within the Appendix.
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AMT Town Benchmarking Report
The Reports
The Annual AMT Town Benchmarking report provides statistical analysis of each of the KPI’s.
Individual towns are encouraged to add their own commentary to the analysis, noting
specific patterns or trends and using local knowledge to provide specific explanations.
The reports are used by a variety of key stakeholders such as local authorities, town and
parish councils, local partnerships and universities to;
• Benchmark clusters of towns to ascertain high performers / under achievers
• complete PPS4, Planning for Sustainable Economic Growth, which requires the
continued monitoring of the vitality and viability of centres in Policy EC9
• understand their locality in a regional and national context
• measure town centre performance year on year
• identify strengths, weaknesses, and opportunities for improvement
• measure the impact of initiatives and developments within the town centre
• act as an evidence base for funding applications
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AMT Town Benchmarking Report
METHODOLOGY
Each KPI was collected in a standardized manner as highlighted in the Table below.
KEY PERFORMANCE INDICATOR DATA COLLECTION METHODOLOGY
KPI 1: Total number of commercial units Visual Survey
KPI 2: Retail by Comparison/Convenience Visual Survey
KPI 3:Key attractors / multiple trader
representation
Visual Survey
KPI 4: Number of vacant units Visual Survey
KPI 5: Number of markets / traders Visual Survey
KPI 6 and 7: Zone A Retail Rents and Prime
Retail Property Yields
Commercial Letting Agents/Valuation
Office Agency
KPI 8: Footfall Footfall Survey on Market and Non
Market Days
KPI 9: Car Parking Availability and Usage Footfall Survey on Market and Non
Market Days
KPI 10: Business Confidence Survey Postal Survey/ Hand Delivered/ Face to
Face/ On Line
KPI 11: Town Centre Users Survey On Line and Face to Face Survey
KPI 12: Shoppers Origin Survey Shoppers Origin Postcode
Before any KPI data was collected the core commercial area of the town centre has been
defined. The town centre area includes the core shopping streets and car parks attached or
adjacent to these streets.
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AMT Town Benchmarking Report
KEY FINDINGS
KPI 1: Total Number of Commercial Units
It is important to understand the scale and variety of the “commercial offer” throughout the
town. A variety of shops and a wide range of services in a town are important to its ability to
remain competitive and continue to attract customers. Sustaining a balance between the
different aspects of buying and selling goods and services ensures that the local population
(and visitors from outside) can spend time and money there, keeping the generated wealth
of the town within the local economy. Importantly, it forms the employment base for a
substantial proportion of the community too, helping to retain the population rather than
lose it to nearby towns and cities.
The following table provides a detailed breakdown of each of the Use Classes.
Table of Use Classes
Class Type of Use Class Includes:
A1 Shops
Shops, retail warehouses, hairdressers, travel and
ticket agencies, post offices (but not sorting offices),
pet shops, sandwich bars, showrooms, domestic hire
shops, dry cleaners, funeral directors and internet
cafes
A2 Financial and professional
services
Financial services such as banks and building
societies, professional services (other than health and
medical services) including estate and employment
agencies and betting offices
A3 Restaurants and Cafés Food and drink for consumption on the premises-
restaurants, snack bars and cafes
A4 Drinking establishments Public houses, wine bars or other drinking
establishments (but not nightclubs)
A5 Hot food takeaways Sale of hot food for consumption off the premises
SG Sui Generis
("unique" establishments)
Theatres, hostels providing no significant element of
care, scrap yards. Petrol filling stations and shops
selling and/ or displaying motor vehicles. Retail
warehouse clubs, nightclubs, laundrettes, taxi
business, amusement centres, casinos, haulage yards,
transport depots, veterinary clinics, dog parlours,
tanning and beauty salons and tattoo studios.
B1 Business
Offices (other than those that fall within A2) research
and development of products and processes, light
industry appropriate in a residential area
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AMT Town Benchmarking Report
B2 General Industrial
Use for industrial process other than one falling
within class B1 (excluding incineration purposes,
chemical treatment or landfill or hazardous waste)
B8 Storage and Distribution Warehouses, includes open air storage
C1 Hotels
Hotels, boarding and guest houses where no
significant element of care is provided (excludes
hostels)
C2 Residential Institutions
Residential care homes, hospitals, nursing homes,
boarding schools, residential colleges and training
centres.
C2A Secure Residential
Institution
Use for a provision of secure residential
accommodation, including use as a prison, young
offenders institution, detention centre, secure
training centre, custody centre, short term holding
centre, secure hospital, secure local authority
accommodation or use as a military barracks.
D1 Non residential
institutions
Clinics, health centres, crèches, day centres, schools,
art galleries (other than for sale or hire), museums,
libraries, halls, places of worship, church halls, law
court. Non residential education and training centres.
D2 Assembly and leisure
Cinemas, music and concert halls, bingo and dance
halls (but not nightclubs), swimming baths, skating
rinks, gymnasiums or area for indoor or outdoor
sports and recreations (except for motor sports, or
where firearms are used).
Warminster does not appear significantly different from the makeup of other towns and is
close to the national average. The statistics do not compare the absolute numbers of
different sorts of units in every town, but gives the percentage of different types of
commercial units in each town. Warminster has 220 commercial units in the town centre.
A large town is deemed to have 250 or more commercial units in the same area.
The following table provides a detailed analysis of the commercial offering in the town
centre by Use Class. The figures are presented as a percentage of the total number of units
recorded.
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AMT Town Benchmarking Report
Warminster
%
South
West
Large
Towns %
South
West
Small
Towns
National
Large
Towns %
National
Small
Towns %
Typology
2 %
A1 56 46 55 53 53 54
A2 15 24 14 15 14 16
A3 7 7 8 9 8 9
A4 3 1 3 3 4 3
A5 5 4 6 4 5 3
B1 1 2 1 4 3 2
B2 0 2 0 1 0 3
B8 0 0 0 0 0 0
C1 1 1 1 0 0 0
C2 0 6 0 0 0 1
C3 0 1 0 0 1 0
D1 6 3 6 5 6 4
D2 2 1 1 1 1 1
SG 5 2 3 4 5 3
Not
Recorded 0 0 0 0 0 0
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AMT Town Benchmarking Report
KPI 2: Retail by Comparison / Convenience
A1 Retail units selling goods can be split into two different types Comparison and
Convenience.
Convenience retail describes merchandise that is purchased on a very frequent basis, is of
relatively low value, and is often consumable in nature. Examples include:
• Food and non alcoholic beverages
• Tobacco
• Alcoholic beverages (off trade)
• Newspapers and Magazines
• Flowers
• Pharmaceuticals
• Cosmetics
• Toiletries
• Non durable household goods (goods which last fewer than 3 years)
Comparison goods is a term used in retailing to indicate goods purchased for long term use
that are likely to be subject to comparison between suppliers before purchase. Examples
include:
• Clothing
• Shoes and other footwear
• Materials for maintenance & repair of dwellings
• Furniture & furnishings; carpets and other floor coverings
• Household textiles
• Major household appliances, electric or not
• Small electric household appliances
• Tools & miscellaneous accessories
• Glassware, tableware & household utensils
• Medical goods & other pharmaceutical products
• Therapeutic appliances & equipment
• Bicycles
• Recording media
• Games, toys & hobbies; sport & camping equipment, musical instruments
• Garden equipment and goods
• Pets & related products
• Books & stationary
• Audio-visual, photographic and information processing equipment
• Appliances for personal care
• Jewellery, watches & clocks
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AMT Town Benchmarking Report
The presence of a variety of shops in a town centre is important to its ability to remain
competitive and continue to attract customers. A balance of both comparison and
convenience retail units is therefore ideal in terms of encouraging visitors / potential
customers. Traditionally a two thirds comparison one thirds convenience A1 retail offering
has been the benchmark of a ‘healthy’ town centre.
In Warminster there appears to be the ‘healthy’ good mix of comparison (2/3rds) to
convenience (1/3rd).
Warminster
%
South
West
Large
Towns %
South
West
Small
Towns %
National
Large
Towns %
National
Small
Towns %
Typology
2 %
Comparison 69 n/a 53 72 60 73
Convenience 31 n/a 47 28 40 27
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KPI 3: Key attractors / multiple trader representation
The vitality of a town centre depends highly on the quality and variety of retailers
represented. National retail businesses are considered key attractors and are particularly
important in terms of attracting visitors and shoppers to a town. However, the character
and profile of a town often also depends on the variety and mix of independent shops that
can give a town a “unique selling point” and help distinguish it from other competing
centres. A sustainable balance of key attractors and multiple names alongside local
independent shops is therefore likely to have the greatest positive impact on the vitality and
viability of a town.
The following shops are considered Key attractors by Experian Goad Key Attractors List
2010.
Argos New Look
BHS Next
Boots River Island
Burtons Sainsbury’s
Carphone Warehouse Superdrug
Clarks Tesco
Clintons Topman
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AMT Town Benchmarking Report
Curry’s Topshop
Debenhams Virgin Megastore
Dorothy Perkins Vodaphone
H &M WH Smith
HMV Waitrose
House of Fraser Waterstones
John Lewis Wilkinson’s
Marks and Spencers
Multiple traders have a countrywide presence and are well known household names.
Regional shops are identified as those with stores / units in several towns throughout one
geographical region only and Independent shops are identified as those that are specific to a
particular town.
Warminster, with Dorothy Perkins, WH Smith, Argos, Superdrug and Boots has five key
attractors. Nationally small towns have an average of 6, and large towns an average of 8 so
that in 2011 we had less key attractors than the average count in small town nationally. The
opening of Waitrose in March 2012 should bring us in line with the average.
Warminster
%
South
West
Large
Towns %
South
West
Small
Towns %
National
Large
Towns %
National
Small
Towns %
Typology 2
%
Key Attractor 4 n/a 2 8 6 6
Multiple 25 n/a 18 30 20 24
Regional 12 n/a 9 6 10 4
Independent 60 n/a 71 55 65 66
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AMT Town Benchmarking Report
KPI 4: Number of vacant units
Vacant units are an important indicator of the vitality and viability of a town centre. The
presence of vacant units over a period of time can identify potential weaknesses in a town
centre, whether due to locational criteria, high rent levels or strong competition from other
centres.
Warminster appears to have more than the average number of vacant units. This suggests a
potential weakness. The question arises as to whether there are too many retail units in
Warminster? However, a number of vacant units are awaiting significant renovation and
not all empty units are being offered on the market.
Warminster
%
South
West
Large
Towns %
South
West
Small
Towns %
National
Large
Towns %
National
Small
Towns %
Typology
2 %
Vacant Units 17 17 7 9 9 10
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KPI 5: Number of markets / traders
Good quality markets provide competition and choice for consumers. A busy and well-used
street market can therefore be a good indicator of the vitality of a town centre. Conversely,
if a market is in decline (e.g. empty pitches reducing numbers), it can be an indication of
potential weaknesses in the town centre e.g. a lack of footfall customers due to an
inappropriate retail mix or increased competitor activity. Street markets can also generate
substantial benefits for the local economy. Markets can also provide a local mechanism for a
diverse range of local enterprises to start, flourish and grow, adding to the sustainable mix
of shops services on offer throughout the town.
The statistics do not show that the market in Warminster is flourishing when compared with
the national scene. Out of 20 traders recorded on the day of the count (26th
June 2011) 8
traders were indoors in the Country Market in the library. There appears to be a need for
revitalisation of the market.
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AMT Town Benchmarking Report
Warminster
South
West
Large
Towns
South
West
Small
Towns
National
Large
Towns
National
Small
Towns
Typology
2
Average
number of
market days
during week
1 n/a 1 2 2 2
Average
number of
traders at a
market
20 n/a 11
47 23 47
KPI 6: Zone Retail Rents & KPI 7: Prime retail property yields
The values for prime retail property yield and Zone A rentals are the “industry” benchmarks
for the relative appeal of a location with its users and with the owners or investors in
property. All real estate has a value and this value is based on the return on investment that
can be levered out of the site. As these indicators rise and fall, they provide a barometer of
success or failure and, because the same property dimensions are assessed to determine
them, they can be used as an indicator of improving or declining fortunes for towns. In
particular retail rents can provide a useful indication of a town’s performance and highlight
how attractive it is to businesses. Conversely, where rents are falling it can be an indicator
of decline.
Both KPI 6 and KPI 7 will provide useful information year on year, and will act as a useful
barometer of the health of Warminster town centre. The 2011 data shows that Warminster
rents and % yield are above the average for small towns both regionally and nationally.
Zone A rents are expressed as £ per sq. ft.
Warminster
South
West
Large
Towns
South
West
Small
Towns
National
Large
Towns
National
Small
Towns
Typology
2
Zone A 32.5 65 26 63 31 36
% Yield 8.5 n\a 8 6 7 9
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AMT Town Benchmarking Report
KPI 8: Footfall Counts
The arrival and movement of people, whether as residents, workers, visitors or a shopper is
vital to the success of the majority of businesses within the town centre. The more people
that are attracted to the town, the better it trades and the more prosperous the businesses
in it become, provided there is ample available disposable income in that population.
Measuring passing people in a consistent manner in the same place, at the same time builds
up a picture of the town, its traders and their relative success over the weeks and months.
The following table is based on the count point within the town centre with the highest
aggregate footfall. The figures for the Busy/ Market Day and Quiet/ Non Market Day time
are an average of the three ten minute counts in that specific location between 10.00am-
11.00am, 11.00am-12.00pm and 12.00pm-13.00pm. Thus, the numbers displayed refer to
the average footfall count over a 10 minute period on a Busy and Quiet day.
The 2011 Warminster footfall counts show that the town is doing extremely well in
comparison with small towns in both the south west and nationally. Somewhat surprisingly
there was a little more activity on a quiet non market day in autumn (Thursday 21st
October)
than a market day in the summer. (Friday 8th
July).
Warminst
er
South
West
Large
Towns
South
West
Small
Towns
National
Large
Towns
National
Small
Towns
Typology 2
Busy 169 n/a 64 462 115 328
Quiet 177 n/a 39 318 83 157
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AMT Town Benchmarking Report
KPI 9: Car Parking Availability and Usage
These days a large proportion of spending customers in a town centre come by car. In the
rural setting, the car tends to be an essential tool, used by both those who come to spend
and those who come to work. The provision of adequate and convenient car parking
facilities is therefore a key element of town centre vitality. An acceptable number of
available spaces with a regular, quick turn-over for shoppers are the ideal while adequate
longer stay, less convenient spaces for local owners/ workers and visitors must be
considered too.
The following tables provide a summary of the Car Parking offering broken down into the;
• Provision of total number of spaces in designated car parks
• Provision of total number of short stay, long stay and disabled spaces in designated
car parks
• Percentage of vacant spaces in designated car parks on a Busy/ Market Day and on a
Quiet/ Non Market Day.
• Average number of illegally parked cars in designated car parks on a Busy/ Market
Day and on a Quiet/ Non Market Day.
• Provision of total number of on street car parking spaces
• Provision of total number of on street short stay, long stay and disabled spaces
• Percentage of vacant on street spaces on a Busy/ Market Day and on a Quiet/ Non
Market Day.
• Average number of illegally parked cars on street on a Busy/ Market Day and on a
Quiet/ Non Market Day.
• Overall provision of car parking spaces
• Overall provision of total number of short stay, long stay and disabled spaces
• Overall percentage of vacant spaces on a Busy/ Market Day and on a Quiet/ Non
Market Day.
• Overall average number of illegally parked cars on a Busy/ Market Day and on a
Quiet/ Non Market Day.
The data collected for Warminster reveals many vacant spaces both on market day and non-
market day. This may be because there is a surfeit of parking or that people are avoiding
using the spaces because of recently introduced increases in car parking charges.
Warminster has a larger proportion of short stay places in comparison with the proportion
in small towns nationally. The town has a slightly larger proportion of disabled spaces than
average.
The car parking counts to be undertaken in 2012 will reveal the extent to which people have
either accepted the higher charges or taken advantage of the Town Council’s refund scheme
operated in co-operation with local retailers.
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AMT Town Benchmarking Report
Warm.
No Warm.%
South
West
Large
Towns %
South
West
Small
Towns %
National
Large
Towns %
National
Small
Towns %
Typ. 2 %
Car Park:
Total Spaces: 1130 92 97 81 91 88 95
Short Stay Spaces:
(4 hours and under)
562 50 38 34 28 40 35
Long Stay Spaces:
(Over 4 hours)
507 45 60 21 47 51 31
Disabled Spaces: 61 5 2 3 4 4 3
Not Registered n/a n/a n/a 42 22 5 31
Vacant Spaces on a
Market Day:
289 26 15 15 26 18 23
Vacant Spaces on a
Non Market Day:
592 52 42 13 36 37 44
Illegal Spaces on a
Market Day:
11 n/a n/a 1 n/a n/a n/a
Illegal Spaces on a
Non Market Day:
3 n/a n/a 0 n/a n/a n/a
On Street:
Total Spaces: 101 8 3 19 9 12 5
Short Stay Spaces:
(4 hours and under)
62 61 82 67 72 71 47
Long Stay Spaces:
(Over 4 hours)
35 35 n/a 2 13 21 12
Disabled Spaces: 4 4 n/a 4 4 2 1
Not Registered n/a n/a 18 27 9 5 40
Vacant Spaces on a
Market Day:
18 18 n/a 11 17 13 19
Vacant Spaces on a
Non Market Day:
14 14 n/a 8 22 18 29
Illegal Spaces on a
Market Day:
1 n/a n/a 1 n/a n/a n/a
Illegal Spaces on a
Non Market Day:
5 n/a n/a 2 n/a n/a n/a
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AMT Town Benchmarking Report
Overall
Total Spaces: 1231 n/a n/a n/a n/a n/a n/a
Short Stay Spaces:
(4 hours and under)
624 51 40 54 32 44 36
Long Stay Spaces:
(Over 4 hours)
542 44 58 37 44 49 30
Disabled Spaces: 65 5 2 4 4 3 3
Not Registered n/a n/a n/a 5 21 3 32
Vacant Spaces on a
Market Day:
307 25 15 23 25 19 23
Vacant Spaces on a
Non Market Day:
606 49 41 26 35 37 43
Illegal Spaces on a
Market Day:
12 n/a n/a n/a n/a n/a n/a
Illegal Spaces on a
Non Market Day:
8 n/a n/a n/a n/a n/a n/a
___________________________________________________________________________
KPI 10: Business Confidence Survey
The aim of the Business Confidence Survey is to establish an understanding of the economy
of the town. By establishing the trading conditions of the town centre businesses efforts can
be focussed on looking at issues which are of concern and how to improve them.
Amongst the wealth of information from Warminster businesses are views on turnover and
profitability - 46% of businesses think that turnover has decreased compared to last year,
and 56% believe that profitability has decreased compared to last year. There is little
confidence for 2012 as 84% of businesses believe their turnover will stay the same or
decrease. Positive aspects of having a business in town are potential local customers, the
geographical location, the prosperity of the town (this was also cited as a negative aspect),
and the retail offer. Negative aspects of having a business in Warminster are car parking
issues, retail values/property costs, prosperity of the town, and competition from other
places.
The following table is based on the responses from the Business Confidence Survey.
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AMT Town Benchmarking Report
Warm %
South
West
Large
Towns %
South
West
Small
Towns %
National
Large
Towns %
National
Small
Towns %
Typology
2 %
What is the nature of your
business?
Retail 53
n/a 55 66 66 53
Commercial/Professional 19
n/a 18 18 15 19
Public Sector 6
n/a 6 1 2 6
Hospitality 10
n/a 13 6 7 10
Other 12
n/a 8 9 9 12
What type of business are you?
Multiple Trader 10
n/a 8 17 15 10
Regional 5
n/a 4 10 6 5
Independent 85
n/a 88 73 79 85
How long has your business
been in the town?
less than one year 4
n/a 6 7 7 4
one to five years 24
n/a 26 23 25 24
six to ten years 16
n/a 18 17 15 16
more than ten years 56
n/a 50 53 53 56
5. Compared to last year has
your turnover…….?,
increased 18
n/a 22 28 28 18
stayed the same 36
n/a 34 23 29 36
decreased 46
n/a 44 49 43 46
6. Compared to last year has
your profitability…….?
increased 14
n/a 21 23 22 14
stayed the same 31
n/a 42 27 29 31
decreased 56
n/a 36 49 49 56
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AMT Town Benchmarking Report
7. Over the next 12 months do
you think your turnover
will…….?
increase 25
n/a 83 35 32 25
stay the same 39
n/a 54 35 39 39
decrease 35
n/a 31 30 29 35
8. What are the positive
aspects of having a business
located in the town?
(Multiselect)
Prosperity of the town 41
n/a 46 44 38 41
Labour pool 12
n/a 13 12 9 12
Environment 23
n/a 26 23 20 23
Geographical location 52
n/a 53 47 43 52
Mix of retail offer 41
n/a 35 40 32 41
Potential tourist customers 37
n/a 48 28 26 37
Potential local customers 77
n/a 77 72 73 77
Affordable housing 12
n/a 10 7 9 12
Transport links 32
n/a 31 35 30 32
Car parking 26
n/a 24 25 31 26
Rental values/property costs 18
n/a 18 13 18 18
Other 3
n/a 5 7 3 3
9. What are the negative
aspects of having a business
located in the town?
(Multiselect)
Prosperity of the town 36
n/a 26 19 25 36
Labour pool 6
n/a 4 7 6 6
Environment 10
n/a 7 8 8 10
Geographical location 8
n/a 6 7 7 8
Mix of retail offer 21
n/a 23 16 25 21
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AMT Town Benchmarking Report
Potential tourist customers 9
n/a 5 9 11 9
Potential local customers 5
n/a 3 2 4 5
Affordable housing 5
n/a 8 12 8 5
Transport links 5
n/a 10 6 10 5
Car parking 75
n/a 73 64 58 75
Rental values/property costs 40
n/a 37 48 32 40
Local business competition 19
n/a 18 24 20 19
Competition from other places 36
n/a 30 32 34 36
Competition from the Internet 30
n/a 26 38 30 30
Other 0
n/a 4 4 4 0
10a. Has your business suffered
from any crime over the last 12
months?
Yes 30
n/a 23 34 31 30
No 70
n/a 77 66 69 70
10b. What type of crime has
your business suffered over the
last 12 months (Multiselect)
theft 39
n/a 33 80 63 39
abuse 26
n/a 19 16 15 26
criminal damage 52
n/a 40 30 46 52
other 8
n/a 10 2 5 8
What TWO suggestions would you make to improve the town’s economic performance?
• "Stop parking charges and make rents more affordable to encourage owners to open
up businesses"
• "Return to at least 2hrs free parking"
• "free parking"
• "All shop fronts to be kept in a presentable state"
• "free parking council to drop rates"
• "Cut car parking charges don’t have enough shops to warrant it encourage more
businesses to create more jobs and stop letting to charity shops."
• "Encourage a wider variety of independent shops, lower rents for 1st year"
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AMT Town Benchmarking Report
• "Free parking"
• "Encourage shop owners to repair/restore shop fronts and try to smarten up the
town"
• "Free car parking"
• "Free car parking for locals to encourage more business and less empty shops"
• "Free car parking"
• "Free parking and cheaper rent and rates"
• "More affordable business units"
• "Increase free parking and decrease parking restrictions and give some kind of
incentive to fill the empty shops in town"
• "Longer free car parking. Preferences for food shoppers"
• "Community events in shopping areas and replace one hour free parking"
• "Promotional cultural festivals"
• "To bring back free parking options, vital for the town"
• "Parking and no charity shops in the heart of town"
• "Free parking and affordable rent and rates"
• "Lower business rates and realistic parking charges ie £1 for 2-3 hours"
• "As always parking charges continue to be a negative factor"
• "Reduce rent for all new businesses advertise free parking all day"
• "Free car parking and contact landlords of empty property and get them to tidy them
up"
• "Lower rent and rates on all businesses locally to fill the huge amount of empty
premises in the town centre"
• "A more can do approach to promoting Warminster"
• "Free parking and reduce rates"
• "Stop the council wasting money on stupid things like the pavement and road
changes"
• "Improve car parking facilities and bring back free parking"
• "1-2 hrs free parking people will not come in to town for small items if they have to
pay for 1hr parking"
• "Cheaper rates to encourage more businesses and a wider variety of shops for all
ages"
• "Free car parking and lower rates"
• "Scrapping of car parking charges"
• "Scrap car parking charges and are landlords asking for too much rent in town
centre?"
• "Sweep the towns and roads they are a disgrace to the town"
• "Free car parking and lower rents"
• "Some top quality shops e.g. men’s clothes shops and less charity shops"
• "Free car parking and more independent shops a street market close off road for a
few days a year"
• "Bring better shops into the town"
• "Attract more multiples and fill empty shops"
• "Remove car parking fees"
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AMT Town Benchmarking Report
• "Scrap parking charges we are a market town- not alot here Lower rates to
encourage more shops/more variety"
• "Reinstate free parking to promote visits to the town - geerate footfall / new
opportunities and more events to raise the profile of the town in the county/
regional context"
• "Free car parking"
• "A better variety of shops and sort parking out once and for all"
• "Remove car parking charges and give people a reason to come to Warminster
instead of drive through it , a market in the high street"
• "Greater sense of public courtesy, less litter and louting , a culture of confidence and
a city council that understands"
• "Lower business rates and some free parking"
• "More variety of shops and free parking"
• "free parking"
• "Free parking and bigger branded shops i.e. M&S
• "Reduce business rates"
• "Free parking and rates reduction"
• "Get empty shops filled and free parking in all main Car Parks"
• "Cut the car parking charges as there is often many spaces available, clean up the
town hall and reduce business rates"
• "Free parking lower business rates"
• "Free car parking and more choice of shops"
• "Reduce parking charges and reduce rates and fill empty shops"
• "Free parking and rates need to be reduced way too high"
• "Provide parking spaces for shops on the other side of town (not on the high street )
and reduce rates"
_________________________________________________________________________
KPI 11: Town Centre Users Survey
The aim of the Visitor Satisfaction Survey is to establish how your town is seen by those
people who use it. By asking visitors, of all types, a more detailed picture can be obtained as
what matters to regular visitors (i.e. locals who pop in every day or work in town) can be
very different to someone who has never been to the place before. For the first group
signage is not an issue, for example, and the second may not worry about fear of night time
crime.
It is of concern that 58% of Warminster town centre users think that the variety of shops is
poor or very poor. The best aspect is the ease of walking around the town centre.
The following table is based on the responses from the Town Centre Users Survey.
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AMT Town Benchmarking Report
Warm.
%
South
West
Large
Towns
%
South
West
Small
Towns
%
National
Large
Towns
%
National
Small
Towns
%
Typ. 2 %
Gender
Male 39 n/a 37 38 38 40
Female 61 n/a 63 62 62 60
Age
16 - 25 13 n/a 6 12 7 11
26 - 35 6 n/a 9 13 11 11
36 - 45 13 n/a 16 16 17 14
46 - 55 17 n/a 15 16 18 17
56 - 65 17 n/a 19 20 20 16
Over 65 35 n/a 35 22 27 31
2. What is the main purpose of
your visit to the town centre
today?
Work 19 n/a 12 23 14 23
Convenience Shopping - e.g.
food
36 n/a 38 25 42 29
Comparison Shopping - e.g.
clothes
10 n/a 6 14 6 12
Access services - e.g. Bank,
Library
15 n/a 25 17 18 14
Leisure - e.g. eat, drink, go to
the gym
10 n/a 10 14 12 11
Other 10 n/a 8 7 9 11
3. How often do you visit the
town centre?
Daily 31 n/a 23 24 27 28
More than once a week 40 n/a 44 36 42 41
Weekly 15 n/a 17 20 16 15
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AMT Town Benchmarking Report
Fortnightly 3 n/a 4 7 5 3
More than once a Month 2 n/a 4 4 3 3
Once a month or less 6 n/a 5 8 7 8
First Visit 3 n/a 2 2 1 2
4. How did you travel into the
town centre today?
On Foot 33 n/a 39 36 36 31
Bicycle 3 n/a 3 4 3 3
Motorbike 1 n/a 0 1 0 0
Car 49 n/a 50 55 51 55
Bus 9 n/a 6 0 8 7
Train 3 n/a 1 3 1 2
Other 1 n/a 1 1 1 1
5. How do you rate the physical
appearance of the town
centre?
Very Good 9 n/a 15 18 18 28
Good 48 n/a 46 59 56 37
Poor 28 n/a 30 18 21 23
Very Poor 15 n/a 9 5 5 12
6. How do you rate the
cleanliness of the town centre?
Very Good 12 n/a 22 17 19 17
Good 62 n/a 60 64 64 64
Poor 18 n/a 13 17 15 13
Very Poor 8 n/a 5 2 3 5
7. How do you rate the variety
of shops in the town centre?
Very Good 2 n/a 3 13 6 9
Good 39 n/a 43 52 43 45
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AMT Town Benchmarking Report
Poor 48 n/a 44 28 41 40
Very Poor 10 n/a 10 7 11 6
8. How do you rate the leisure
and cultural activities in the
town centre?
Very Good 5 n/a 5 15 7 11
Good 48 n/a 46 36 47 49
Poor 41 n/a 38 23 36 36
Very Poor 6 n/a 11 27 11 5
9. What are the best aspects of
the town centre?
Physical appearance 5 n/a 31 28 30 29
Shopping 23 n/a 30 40 31 32
Restaurants 9 n/a 30 33 29 18
Access to Services - e.g. banks,
Post Office, Library
33 n/a 63 45 54 42
Leisure facilities 3 n/a 17 8 15 8
Cultural activities 2 n/a 13 12 8 9
Pubs/Bars/Nightclubs 14 n/a 27 22 22 19
Transport links 18 n/a 45 25 32 20
Ease of walking around the
town centre
44 n/a 65 51 61 57
Convenience - e.g. near where
you live
32 n/a 61 49 56 43
Safety 11 n/a 34 19 27 29
Other 11 n/a 5 7 6 12
10. How long do you intend to
stay on this visit to the town
centre?
Less than an hour 33 n/a 38 12 34 28
1 - 2 hours 43 n/a 44 40 43 41
2 - 4 hours 10 n/a 9 27 12 14
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AMT Town Benchmarking Report
4 - 6 hours 5 n/a 3 7 3 7
All day 7 n/a 4 14 7 8
Other 2 n/a 1 0 1 1
What TWO suggestions would you make to improve the town centre?
• "1.) Shopping improvements."
• "1.) Reduce car park cost."
• "1.) More cover when it is raining."
• "1.) More footfall in the town. (2.) More private fruit shops."
• "1.) Cleaner and more toilets."
• "1.) Needs smarting up. (2.) Cheaper car parking."
• "1.) Better shops (2.) Happier community."
• "1.) More parking. (2.) Better road networks."
• "1.) Better shops (2.) More seating areas."
• "1.) Improve appearance of mall. (2.) Free car parking."
• "1.) Free car parking."
• "1.) Free parking. (2.) More independent shops."
• "1.) Cleaner pavements. (2.) More open shops."
• "1.)Do something about the old town hall."
• "1.) Improve parking, free parking."
• "1.) Decent shops."
• "1.) More men’s and women’s clothes shops."
• "1.) Car parking too expensive."
• "1.) Free car parking. (2.) More variety of shops."
• "1.) Sort out litter."
• "1.) More pedestrian friendly. (2.) Wider range of shops."
• "1.) Clothes and shoe shop for men. (2.) Decent restaurant."
• "1.) Fruit and veg store/ DIY store (2.) Decent shops."
• "1.) Wider range of shops."
• "1.) Greater variety of shops. (2.) Re-do mall."
• "1.) Too many empty and charity shops."
• "1.) Clean footpaths especially by the pubs."
• "1.) Shorter pavements. (2.) Congestion more room for traffic."
• "1.) More places to sit down."
• "1.) More variety of shops. (2.) Clean up Town Hall."
• "1.) More digital shops."
• "1.) Occupy empty shops. (2.) Crossing green man."
• "1.) Upgrade shops."
• "1.) Upgrade shops (2.) Cinema."
• "1.) Less traffic, traffic lights."
• "1.) Do up town hall (2.) Something for the youngsters."
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AMT Town Benchmarking Report
• "1.) More shops."
• "1.) Need more well known high street shops. (2.) More leisure facilities."
• "1.) Encouraging firms to move to town, particularly in terms of filling empty retail
units."
• "1.) Encourage independents."
• "1.) Better variety of shops."
• "1.) Re-juvination of the town centre."
• "1.) Shops (2.) Clean up town."
• "1.) Traffic lights in better places."
• "1.) Free parking."
• "1.) Rebuild it, better shops."
• "1.) More shops. (2.) Better cleanliness."
• "1.) More shops. (2.) Free parking."
• "1.) More parking."
• "1.) Free parking."
• "1.) No heavy industry."
• "1.) Clean Town Hall."
• "1.) Fill the empty shops make them look better."
• "1.) Improve the empty shops. (2.) Traffic warden to control illegal parking."
• "1.) Restore and regenerate buildings particularly the old building next to subway it’s
been like that for 12 years."
• "1.) Smaller pathways (2.) Less cafes."
• "1.) Get better fast food shops."
• "1.) More shops."
• "1.) More shops and entertainment."
• "1.) Better shops."
• "1.) More decent shops. (2.) Free parking."
• "1.) Take away pavements for parking."
• "1.) More High Street shops."
• "1.) More variety of shops."
• "1.) Marks and Spencer’s food hall."
• "1.) More shops (2.) Free parking."
• "1.) More local shops."
• "1.) More variety of shops. (2.) More for younger people."
• "1.) More variety of shops. (2.) Free parking."
• "1.) Modern shops."
• "1.) More feasible rent. (2.) Clean more areas."
• "1.) Free parking."
• "1.) Crossing in the middle taken away."
• "1.) Tidy up."
• "1.) Do up old buildings."
• "1.) Facelift for town centre (2.) Lower rent prices."
• "free parking"
• "good eating places"
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AMT Town Benchmarking Report
• "Town Hall"
• "a water park and a cinema"
• "better shops"
• "better places to shop"
• "free parking"
• "better variety of shops"
• "rid off parking charges more independent shops"
• "lower rent prices for shops, local shops, clothes shops"
• "Consultation with local business and thoughtful parking"
• "Less estate agents"
• "wider range of clothing stores"
• "more fast food restaurants e.g. Dominoes"
• "Closing shops, displaying advertising etc..."
• "Tidying up empty shops"
• "more variety of shops"
• "I would like to see more well known shops possibly a shopping centre"
• "tidy up walking paths between shops, fill empty stores and if not maintain
appearance a bit better"
• "free car parking which is why I take the bus"
• "improve the roundabouts"
• "make the town centre look nicer"
• "free parking"
• "free parking"
• "free parking"
• "upgrading shops"
• "Marks and Spencer’s"
• "No drugs"
• "More range of shops"
• "Free car parking"
• "Variety of shops and more attractions"
• "Tidy it up and better shops"
• "less charity shops more variety of shops"
• "massive slide"
• "variety of shops and more cafes"
• "more shops and free parking"
• "More clothes shops and more kids activities"
• "Smarter shop fronts"
• "Better shops and restaurants , traffic lights"
• "marks and sparks a cinema and Waterstones"
• "more attractions and less charity shops"
• "more shops and smarten up the shops a cinema"
• "parking"
• "Wetherspoons and better/more shops"
• "Cleaning and better shops"
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AMT Town Benchmarking Report
• "A larger variety of shops and general cleanliness"
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KPI12: Shoppers Origin
The Shoppers Origin Survey tracks the general area that your town centre visitors originate
from. The data can be used to target local marketing or promotional literature. It can also be
used as evidence of the success of such campaigns by gauging the penetration into the
population.
The postcodes have been split into 3 categories to be able to compare with other towns.
The categories are:
• Locals; those who live within a Post Code covering the town
• Visitors; those who live within a Post Code less than a 30 minute drive away
• Tourists; those who live within a Post Code further than a 30 minute drive away
The Warminster shopper origin survey result is problematic, and therefore not as useful as it
could be this year. Wiltshire has an unusual postcode system that cannot distinguish
between those who live in Warminster and those who come from neighbouring villages.
This will be addressed in 2012 by asking participants for their town or village of origin. The
proportion of tourists recorded is not affected.
Warm. %
South
West
Large
Towns %
South
West
Small
Towns %
National
Large
Towns %
National
Small
Towns %
Typology
2 %
Locals 66 n/a 56 66 57 66
Visitors 24 n/a 19 25 28 24
Tourists 10 n/a 26 9 16 10
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AMT Town Benchmarking Report
APPENDIX
Towns contributing to Large Town Benchmarking
Typology
Crewe North West n/a
Macclesfield North West n/a
Nantwich North West 2
Wilmslow North West n/a
Hemel Hempstead South East n/a
Hitchin South East 5
St Albans South East n/a
Melton Mowbray East Midlands 2
Market Harborough East Midlands 8
Beeston East Midlands n/a
Loughborough East Midlands n/a
St. Ives East of England 4
Trowbridge South West 2
Wrexham North Wales n/a
Towns contributing to Town Benchmarking
Typology
Alsager North West 1
Audlem North West n/a
Alderley Edge North West n/a
Bollington North West 5
Congleton North West 8
Disley North West 1
Handforth North West n/a
Knutsford North West 5
Middlewich North West 4
Poynton North West n/a
Holmes Chapel North West 8
Sandbach North West 8
Baldock South East n/a
Hoddesdon South East n/a
Harpenden South East 5
Ware South East n/a
Leatherhead South East n/a
Lutterworth East Midlands 8
Earl Shilton East Midlands 7
Ashby East Midlands 8
Coalville East Midlands 7
South Wigston East Midlands n/a
Newark East Midlands 2
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AMT Town Benchmarking Report
Kimberley East Midlands n/a
Eastwood East Midlands n/a
Stapleford East Midlands n/a
Hinckley East Midlands n/a
Arnold East Midlands n/a
Huntingdon East of England 4
St Neots East of England 4
Ramsey East of England 4
Amesbury South West 4
Bradford Upon Avon South West 5
Warminster South West 2
Holyhead North Wales n/a
Shotton North Wales n/a
Queensferry North Wales n/a
Saltney North Wales n/a
Buckley North Wales n/a
Connahs Quay North Wales n/a
Flint North Wales n/a
Holywell North Wales n/a
Mold North Wales n/a
Southam West Midlands n/a
Typology Classification
Group 1 : Middle Aged, Managerial Jobs
236 places (14.7%)
This group is characterized by relatively high values on young/middle age
groups (25–44), intermediate and managerial occupations, people working
in public administration, education and defence, detached housing,
households with adult children and a high proportion of carers. It has low
numbers of residents with no qualifications.
Geographically the group is found on the outskirts of the big cities and towns
outside London and along the south coast from Essex and Kent and into
Devon and Cornwall.
Group 2 : Single Persons, Routine Jobs
261 places (16.3%)
Places in this group are particularly characterized by persons living alone
(separated/divorced and pensioners), as well as people in routine and lower
supervisory and managerial occupations and people living in rented
accommodation. Car ownership is low whilst travel to work by public
transport is relatively high.
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AMT Town Benchmarking Report
Geographically this group is well scattered across the rural areas of the
country but particularly in the East of England (Norfolk and Suffolk), in the
South West (Wiltshire, Cornwall and Devon). There are few examples of this
type of place around the main population centres.
Group 3 : Older Persons, Leisure Jobs
123 places (7.7%)
This group is characterized by older persons, single pensioners, workers
in hotels and restaurants, and part time workers, especially among men. It
Also has high numbers of people working from home and of second
homes.
This group of places is found overwhelmingly in coastal areas (for example,
on the Isle of Wight and in Devon and Norfolk) and in attractive rural areas
(e.g. Hampshire, Gloucestershire and North Yorkshire).
Group 4 : Young Families, Administrative Jobs
129 places (8%)
The group is typified by high proportions of people in the 25 – 44 age groups
and women looking after the home. Occupations tend to be in the higher
managerial and professional groups and in public administration
(including defence, teaching and social security).
Most places in this group are located in what geographers have called the
‘Golden Belt’ a stretch of country going from north Wiltshire, through
Oxfordshire, Buckinghamshire, Bedfordshire to Cambridgeshire with an
‘offshoot’ in Berkshire. This area grew rapidly in the period 1981-2001 and
continues to do so. There are few places of this type outside this area but
where they do exist they are in the rural areas around sizeable towns.
Group 5 : Professionals, Commuting
188 places (11.7%)
This group is characterized by high proportions of professional and higher
managerial workers and by people employed in intermediate managerial
occupations. There are high proportions of people in financial service
occupations and people who commute over 20 kilometers to work. Use of
public transport is also proportionately high. There comparatively high
proportions of Asian/British Asian households relative to the other groups of
settlements.
As might be expected from its social and occupational description, this group
of rural places is predominantly located within commuting belt around Great
London and particularly along the major rail routes into London. There are,
however, examples of these types of places around other cities, especially
Leeds/Bradford and Greater Manchester.
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AMT Town Benchmarking Report
Group 6 : Disadvantages, Routine Employment
181 places (11.2%)
This group includes high proportions of census measures that have been used
to identify social and economic disadvantages of various kinds. These include:
routine and low skill occupations, lack of qualifications, unemployment,
long term illness, lone parents, lack of a car and the presence of social
housing.
The geography of most of the members of this group is overwhelmingly that of
the former coalfield areas, namely, Notts/Derby, South and West Yorkshire
and Northumberland/Durham. Other, smaller, geographical clusters of places
in this group are the Cumbrian coast, Teesside and east Lancashire. Places
not in such clusters include Hayle (Cornwall), New Addington (Greater
London) and Withernsea (East Riding of Yorkshire).
Group 7 : Routine Jobs, Agriculture/Manufacturing
209 places (13%)
This group is similar to Group 6 in that it is characterized by routine and low
skill occupations and lack of qualifications. However, this also typified by
high percentages of people working in agricultural and manufacturing
occupations and in the wholesale trades. Unemployment (in April 2001) was
low.
As might be expected this group maps onto two main types of area: rural
areas and generally those with labour intensive agricultural production of
various kinds (e.g. Norfolk, the Fens, mid Somerset and Lincolnshire/North
Lincolnshire) and around the major manufacturing centres of the West and
East Midlands, West Yorkshire and Humberside.
Group 8 : Age Mix, Professional Jobs
290 places (18%)
This, the largest single group in the typology, is also typified by professional
and managerial workers and high levels of educational qualifications but is
distinguished from Group 1 by a broader age range (relatively high numbers
of young people, but also of middle aged and older people) and from Group
6 by lower levels of longer distance commuting. Also unlike either of these
groups there are high proportions of households in detached houses and
very low levels of public transport use.
The geography of this group is similar to Group 4 in that it is mostly
concentrated within the ‘Golden Belt’ of Middle England. However, it is
nationally more widespread than Group 4 and includes locations on the
outskirts of all the major urban centres outside London with the notable
exception of Tyneside where only Castle Morpeth and Coxhoe (both
somewhat distant from the conurbation), are of this type.
Recommended