Swansea City Centre Performance Report for 2007 & 2008-2009 Action Plan

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Contents Introduction ......................................................................2

Swansea City Centre ........................................................3

Existing Offer and Diversity ............................................4

Retail Performance...........................................................5

Development and Investment..........................................7

Commercial and Residential .......................................... .9

Transport and Accessibility ..........................................10

Pedestrian Flows............................................................11

Community Safety ..........................................................12

Public Perceptions .........................................................13

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Introduction

This Performance Report presents a wealth of public and private sector information about the function, evolution and attractiveness of Swansea’s City Centre during 2007. It is based on key findings from the annual City Centre Health Check, which is produced jointly by Swansea Council and the City Centre Partnership. The City Centre Action Plan, which follows this Report, highlights both the operational improvements that will improve the look and feel of the City Centre as well as the annual milestones that will advance the City Centre’s strategic and longer-term aspirations.

2007 will in particular be remembered for two key events: ● The Council’s adoption and launch in March of the City Centre Strategic Framework - a document setting out strategic guidelines and proposals for the regeneration of the City Centre over the following 10-15 years; ● The appointment in December, by the Council and its partner the Welsh Assembly Government, of Hammerson plc and Urban Splash - two of Europe’s leading developers - to lead the regeneration of the City’s major retail and waterfront sites and transform the City Centre in a £1billion scheme.

The year also saw the formation of Swansea Business Improvement Ltd., an independent non-profit making organisation with 16 Directors elected from the 720 businesses within the Business Improvement District designated in 2006 - the first in Wales. The organisation has already taken action to help create a cleaner, safer, more attractive and more accessible city centre and in the run up to Christmas launched the City Centre’s first promotional TV advert.

Other key points: - Retail – in 2007 the City Centre ranked 99th in CACI’s National Retail Rankings, up 4 places on 2006. - Leisure – continued growth in the food and drink sector, second most important land use behind retail. - Residential – investment in development and conversion schemes continues to flourish. - Commercial – prime office rents rose to £13.50 per ft2 but remain too low to provide an economic return on un-aided new development. - Public realm – work started on a £4m programme of infrastructure and environmental improvements in the Core Retail Area. - Transport and accessibility – work commenced on the implementation of Stage 2 of the Metro scheme. - Public safety – crime in the City Centre continues to fall down 6%. - Vacant units – 89 in total with a gross area of 264,000 sq. ft., an increase on 2006.

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Swansea City Centre

Swansea is the regional shopping, leisure, cultural, education and administrative centre for South West Wales.

The geographical extent of the City Centre is illustrated below. It covers 120.1 hectares.

Figure 1: Swansea City Centre Boundaries

Reproduced from the Ordnance

Survey Digital Map with the

permission of the Controller of

H.M.S.O. Crown Copyright City &

County of Swansea. Licence No.

100013350.

The Central Shopping Area is concentrated around Oxford Street and the Quadrant Centre. Leisure uses are mainly located on the Kingsway, Wind Street and in Parc Tawe. Office premises are concentrated around the northern end of the City Centre. The Maritime Quarter supports the City Centre with a rapidly expanding residential base and leisure facilities.

The City Centre has a large catchment area:

• 500,000 people within 30 minutes drive • 1.5 million within 60 minutes

Within the 30 minute drive time:

• 39% are in the high spending 16-44 age group • 45% are ‘white collar’ workers • 71% own their home

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Existing Offer and Diversity

Swansea City Centre supports a wide and evolving variety of land uses, reflecting its local, district, town and regional centre roles.

Table 1: Swansea’s Central Shopping Area: Land Use Change 1991-2006

Land Use

Class Unit Type Units

1991 Units 2007

% of Total Units 2007

% Change 1991-2007

A1 Shops 329 301 44.9 -8.5

A2 Financial/Professional Services 48

34

5.1

-29.2

A3 Food and Drink 74 132

19.7 78.4

B1 Business 28 90 13.4 221.4

B2 General Industry 0 8 1.2 -

B8 Storage/Distribution 2 3 0.5 50.0

C1 Hotels/Hostels etc. 3 8 1.2 166.7

C3 Residential Dwellings 8 23 3.4 187.5

D1 Non Residential Institutions 11 27 4.0 145.5

D2 Leisure & meeting places 6 14 2.1 133.3 Sui Generis Other Uses 34

30

4.5

-11.8

Total 543 670 100 23.4

Source: City & County of Swansea – Ground floor Land Use Survey, September 2007

Retailing remains the dominant land use (301 units), though proportionately its share continues to decline. In 2007 retail accounted for 45% of all units, compared to 61% in 1991.

The proportions of comparison goods outlets and floor-space (44.1% and 52.6% respectively) in City Centre align closely to the national average (45.3% and 51.4%). The numbers of convenience goods outlets at 5.2% are much lower (national average 9.1%), but account for 14.8% of the total floor-space (national average of 16.6%) - reflecting the presence of fewer but larger outlets in the City Centre.

The most significant growth sectors since 1991 have been Business (B1)° and Food and Drink. The number of food and drink establishments in the City Centre increased by a further 7 (+5.6%) in 2007, reinforcing the sector’s position as the second most important land use.

The year also saw continuing investment in residential development and conversion schemes with the completion of nearly 300 new dwellings in the City Centre.

° N.B. Re-definition of the A2 and B1 Classes in the National Land Use Gazetteer took place in 2004. This has resulted in the re-classification of 19 units from A2 to B1 within Swansea City Centre. No ‘real’ increase or decrease in the number of units has occurred.

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Retail Performance

Retail Rankings 2007 saw a halt to Swansea City Centre’s previously falling position in the National Retail Rankings prepared by CACI.

In 2007 Swansea was ranked 99th, 4 places up on its position in 2006.

Occupation of the new retail units under construction in the former David Evans block redevelopment scheme, will it is hoped deliver a further improvement to the Centre’s ranking in 2008. Realisation of the City Centre Strategic Framework’s regeneration proposals, and in particular the attraction of a major new department store, should take it back into the top 70.

Table 2: CACI Retail Footprint Scores and Rankings for Selected Centres

Centre 2005 2006 2007 Score Rank Score Rank Score Rank Bolton 474 70 467 73 504 50

Brighton 779 23 836 22 916 19

Cardiff 666 14 728 23 864 20

Carmarthen 240 245 239 281 299 266

Coventry 499 59 506 57 526 65

Derby 500 46 530 45 543 53

Middlesbrough 524 58 516 60 576 75

Neath 165 240 160 300 186 359

Newport 333 142 333 202 362 202

Oxford 544 38 552 37 612 37

Plymouth 531 44 531 39 760 39

Port Talbot 126 300 130 369 144 534

Portsmouth 404 118 376 134 402 86

Swansea 489 73 490 103 520 99

Source: CACI Retail Footprint Model 2005-2007

Retailer Demand for Units - A year of two halves Whilst the number of retailers seeking accommodation in Swansea remained high at 90 in April 2007, by October the numbers had fallen to 76 (FOCUS). In terms of the numbers of retailers seeking accommodation Swansea ranked 70th in October 2007, a fall of 18 places on the previous year. It should be noted that the figures for Swansea do not solely reflect the number of retailers seeking accommodation in the City Centre.

Roll out of the City Centre Strategic Framework and work on its implementation is thought likely to generate a great deal more interest in future.

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Retail Rents ‘Zone A’ retail rental values in the City Centre during 2007 remained static for a fourth year at £160 per ft2.

This pattern was not reflected in other centres across South Wales, which in 2007 generally recorded small levels of growth (CCRE Rents database).

Vacant Units In September 2007 there were 89 vacant units within City Centre, with a combined gross floor-space of 264,000 sq ft - 13 more units and 51,000 sq ft greater than in 2006.

Table 3: Comparison of Vacant Units with Other Centres

Vacant Units Vacant Floorspace Area (000’s sq ft gross)

2006 2007 Change 2006-07 2006 2007 Change

2006-07 Shopping Centres

No. No. % % Area Area % % Bolton 79 81 15.9 +2.5 164 130 8.5 -20.7 Brighton 77 95 9.6 +23.4 102 133 8.1 +30.4 Cardiff 93 93 14.8 0 265 252 15.6 -4.9% Carmarthen 18 23 7.9 +28.0 21 25 4.4 +19.0 Coventry 48 57 11.3 +18.8 132 106 7.7 -19.7 Derby 51 88 12.4 +72.5 149 286 15.0 +91.9 Middlesbrough 130 114 19.7 -12.3 175 144 10.4 -17.7 Neath 24 30 12.1 +25.0 40 50 8.7 +25.0 Newport 92 110 23.0 +19.6 233 253 26.9 +8.6 Oxford 13 21 6.0 +61.5 18 32 4.0 +77.8 Plymouth 47 48 10.4 +2.1 103 133 8.8 +29.1 Portsmouth 33 28 11.7 -15.2 78 37 4.6 -52.6 Swansea 76 89 16.8 +17.1 213 264 15.7 +23.9 GB Average 11.1 9.3

Source: Experian Goad Survey Data 2006-07

Among its 13 comparator centres, Swansea recorded the 3rd highest percentage of vacant units and the 2nd largest area of floor-space. Levels in Swansea exceeded the national average for vacant units and floor-space levels by 6%. The most significant concentration of long-term vacancies continued to be in the St David’s Centre, which is one of the key sites now earmarked for redevelopment in the CCSF regeneration strategy.

Retail Sales

Sales figures derived from a small sample of local large multiple retailers pointed to a continuing poor performance in 2007. Sales fell below the national average and annual rate of inflation.

Influential factors in 2007 included three rapid hikes in interest rates up to July 2005, escalating house prices, and increasing Internet sales. Increased competition from Retail Parks at Fforestfach, Morfa and Trostre also had an impact.

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These include:

Of single most importance however, was the Council’s adoption of the City Centre Strategic Framework and its subsequent appointment, along with the Welsh Assembly Government, of Hammerson plc and Urban Splash as partners to lead the regeneration of the City’s major retail and waterfront sites. The proposed £1 billion regeneration scheme includes 600,000 ft2 of additional retail floor-space, 1,000 residential units, and new leisure, office, hotel and conference facilities to be located on the existing St David’s and Quadrant Centre sites and car parks at Paxton Street and County Hall.

2007 saw continuing investment in a wide range of important commercial, residential and infrastructure schemes within and adjacent to the City Centre.

Development and Investment

• Completion of Stage 1 of the Metro on the Kingsway • Commencement of work on Stage 2 of the Metro along

West Way • A start on the £4m Core Retail Area environmental

improvement scheme • Demolition of the former David Evans store and a start on

the construction of a new retail block - with 3 large new units already earmarked for occupation by Zara, Slaters and JT Morgan

• Continuing residential development • Completion of the 70 bed Excelsior Travelodge hotel • A major refurbishment by M&S of their Oxford Street

store • A £250k upgrade of the St David’s multi-storey car park • New Christmas lighting • Work on the final phases of the new Leisure Centre and

Civic Centre • Continuing large scale investment in major development

sites in and adjacent to the City Centre – e.g. Swansea Point, Meridian Quay and SA1

Despite strenuous efforts proposals for the redevelopment of the Quadrant Bus Station moved no further forward in 2007. Funding remained the key stumbling block.

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Pearl House – conversion to apartments

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Meridian Quay

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Development and Investment in Swansea City Centre 2007

Reproduced from the Ordnance Survey Digital Map with the

permission of the Controller of H.M.S.O. Crown Copyright

City & County of Swansea. Licence No. 100013350.

Commercial and Residential

Office Rents Encouragingly, prime office rents in Swansea again rose in 2007 – up 75p to £13.50 per ft2 by July 2007.

However, this rental level still remains too low to provide an economic return on un-aided new office development in the City Centre. By way of contrast prime office rents in Cardiff, which remained static in 2007, stand at £18.50 per sq ft.

Rentals of £16 per sq ft were achieved for new serviced office floor-space within neighbouring SA1. Office developments in SA1 are thought likely to suppress, in the short term at least, the prospects of any major rental growth or office development within the City Centre.

Residential Schemes Residential schemes continue to flourish in and around the City Centre making an increasingly important contribution to the creation of a ‘24 hour city’.

The full extent of residential development in the City Centre is not reflected in table 1 (page 4), since it includes only ground floor uses and does not take into account residential units on upper floors.

In April 2007 there were estimated to be 385 residential units within the core retail area of the City Centre and a further 155 scheduled for completion by the end of the year. Currently committed residential schemes within the City Centre are set to yield an additional 1,000 units by 2012.

Major development schemes underway include the iconic Meridian Tower project, Swansea Point and, on the other side of the river, SA1.

Further residential development in the City Centre is proposed as part of the City Centre Strategic Framework.

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Transport and Accessibility

Getting to the Centre Swansea is easily accessible by both public and private transport. The City Centre User Survey revealed that between May-October 2007, the majority (53%) of people travelled into the City Centre by car, 24% by bus, 16% on foot, 4% by train, and 2% used Park and Ride facilities. In total, 96% of all respondents found access to the City Centre ‘easy’.

Car Parking The City Centre is well served in terms of parking provision compared with other centres.

As at December 2007 there were 8,842 designated parking spaces available within the City Centre or directly linked to it by Park and Ride. Of these:

• 3,638 (41%) are provided in Council owned car parks • 1,088 (12%) in NCP car parks • 2,319 (26%) in privately owned car parks (Tesco,

Sainsburys and Parc Tawe) • 1,400 (16%) at Park and Ride sites (Landore, Fabian

Way and Fforestfach). • 397 spaces (5%) exist as on-street parking.

Compared to Cardiff short-stay parking and Park and Ride fees in Swansea were cheaper, long-stay parking (i.e. over four hours) fees were comparable, and on-street parking remained free.

Despite this, City Centre User Survey findings continue to suggest that a significant proportion of visitors are dissatisfied with the availability and cost of parking. In contrast car parking at Parc Fforestfach, Morfa, Trostre and other edge- and out-of-town retail parks continues to be free.

Shopmobility Growth in Shopmobility membership continued in 2006/07 and Swansea’s scheme remained the busiest in Wales.

Whilst Membership of the scheme in 2007 increased up to 5,035 (up 8% on 2006), a 7% reduction was recorded in equipment usage. Active annual membership is estimated to be in the region of 1,200.

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Pedestrian Flows Survey findings for 2007 suggest a period of stability in terms of the numbers of pedestrians within the City Centre over weekdays Monday to Saturday. Fridays and Saturdays remain by far the busiest days, but the popularity of Sunday Shopping is clearly growing.* Oxford Street and the Quadrant Shopping Centre remain the key areas of pedestrian activity, recording estimated weekly flows of 144,000 and 146,000 respectively. These figures reflect the presence at those locations of the City’s largest national retailers. Strong pedestrian flows also continue to be recorded along Whitewalls (132,000) and Union Street (116,000).

Changes in pedestrian flows along streets can reflect the impact of changes in retailer representation, openings and closures, and disruption due to street works and highway schemes.

The most notable increases in pedestrian footfall recorded in 2007 were in Whitewalls (numbers up by 13,500 i.e.12.6%) and on Oxford Street west of the Market entrance (numbers up by 14,100 i.e. 12%). Following the completion of major highway works on the Kingsway, associated with Stage 1 of the Metro, pedestrian flows showed signs of recovery and in many areas had by October returned to pre-works levels.

Sunday pedestrian figures, available for the first time, revealed a busy centre, with recorded flows of 14,000 outside Marks & Spencer in Oxford Street and 13,000 at the eastern entrance to the Quadrant. The numbers of pedestrians recorded at these locations were represented between 40-50% of Saturday flows.

The planning and management of pedestrian flows has been acknowledged as a critical building block in the formulation of strategic proposals for the City Centre’s regeneration.

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Community Safety

Recorded Crime and Disorder Recorded statistics for 2007 reveal continuing success in the reduction of crime within the City Centre sector.

Total incidents were down 485 (-6%) on 2006. The most significant reductions achieved were:

• Damage to vehicles – down 268 (-43%) • Theft of vehicles - down 96 (-29%) • Theft from vehicles – down 149 (-88%) • Violence - down 184 (-15%)

On the negative side, reported incidences of public order/harassment increased by 208 (62%) in 2007.

Perceptions of Personal Safety In 2007 the overwhelming majority of respondents (96%) surveyed in the City Centre felt safe when visiting during the day.

Swansea Market and the Quadrant Centre continued to be perceived as the safest areas, cited by 95% of respondents. High Street and The Strand were perceived to be the least safe, only 87% feeling safe at these locations.

Higher levels of concern continued to be expressed about personal safety in the City Centre at night.

Of those respondents who visited the City Centre at night only 57% indicated that they generally felt safe. No real change on 2006 for which the figure was 56%.

As with daytime visits, area variations were again evident. The Quadrant Bus Station, High Street and around the Train Station, and The Strand were considered to be the least safe areas, with only 44%, 50%, 59% and 65% of respondents respectively indicating that they felt safe at these locations.

The most common and serious threats cited to day time safety arose in relation to begging and drunken behaviour. Both caused intimidation. At night, the concerns of respondents related to the drunken behaviour of revellers in areas around the pubs and clubs and worries of being mugged in the High Street. Drunken behaviour and gangs of youths were identified as posing a particular threat in and around the Train Station on High Street, and also emerged as a source of growing concern in relation to the Quadrant Bus Station at night.

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Public Perceptions

City Centre User Survey findings, which provide a guide to user opinions and perceptions, confirmed the following:

• The primary importance of the City Centre’s shopping role and the need to enhance its offer.

• The popularity of complementary cultural and leisure facilities.

• The threat of competition posed by neighbouring centres and out-of-town developments.

• The need to overcome negative perceptions regarding the availability and cost of parking.

• The need for improvements to some aspects of public transport, in particular, the appearance of the Bus Station.

• The need to address identified personal safety concerns in the City Centre both during the day and at night.

• The need for continuous improvements in the quality of the public realm, particularly with regard to litter control, graffiti and the condition of pavements

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1

SWANSEA CITY CENTRE ACTION PLAN 2008-2009 Working together for Swansea The following City Centre Action Plan has been devised to build upon the strengths, address the weaknesses, maximise the opportunities and minimise the threats that have emerged from the City Centre Performance Report for 2007, which precedes this section. This Action Plan, which is a flexible working document, aims to co-ordinate the way this is achieved as well as ensure the current structure of well established and effective partnerships continue their collaboration to develop Swansea City Centre as a premier destination and a vibrant and dynamic place to shop, live, work and visit. The Action Plan is underpinned by the following six priorities: - 1 - Strategic and co-ordinated approach Pages 3 & 4 2 - Prosperous and competitive City Centre Pages 5 & 6 3 - Improved transport and public access Pages 7 & 8 4 - Safe and secure environment Pages 9, 10 & 11 5 - Clean and attractive City Centre Pages 12 & 13 6 - Marketing and promotion Pages 14 & 15

This document should be seen in the context of the national and global financial situation especially in terms of development. This Action Plan runs from April 2008 until March 2009. Where no target date is specified this equals March 2009.

Delivery of this Action Plan cannot be achieved by one organisation. As demonstrated by the following key, there are several stakeholders and partners whose influence, resources, commitment and activities will be integral to continue the City Centre’s positive transformation: -

Swansea City Centre Strategic Framework Joint Venture Delivery Team (Swansea Council, Welsh Assembly Government and City Centre Partnership)

Swansea City Centre Partnership

Swansea City Centre Business Improvement District (BID)

City and County of Swansea Council

Safer Swansea Partnership

South Wales Police West Wales Chamber of Commerce

Sustainable Swansea First Cymru Travel

LC Leisure Complex

Castle Ward Communities First

National Waterfront Museum

For further information regarding this document, please contact: Swansea City Centre Partnership 67 Plymouth Street Swansea SA1 3QG Tel: 01792 476370 Email: citycentrepartnership@swansea.gov.uk 2

Priority 1: Strategic and Co-ordinated Approach To take forward a strategic and co-ordinated approach to the future development, management and marketing of the City Centre Task Action By Targets/ Progress

Produce and implement the City Centre Action Plan 2008/09

Production and implementation of the Action Plan with bi-annual monitoring reports

Implement City Centre Strategic Framework

Monthly management meetings to assess progress

Produce 2007 City Centre Health Check and post onto City Centre website

Utilise findings of Health Check to inform future action plans

Produce summary City Centre Performance Report 2007 and post onto City Centre website

Distribute document to all stakeholders including potential investors

Commission surveys to gauge views and perceptions of the City Centre

Over-see monthly surveys. Produce quarterly annual reports and thematic reports as required. Incorporate reports into the Health Check

Collate and monitor footfall and the retail/ sales performance of key businesses

- Undertake regular meeting of the City Centre User Survey group - Install footfall cameras in 4 City Centre locations by April 2008 - Collate information on a weekly and monthly basis and feed into the Health Check

Develop a membership scheme for Swansea City Centre

Increased involvement of organisations in City Centre activities

Establish Task and Finish groups to agree protocols and where appropriate write policies to improve communication and activities between partners

Task and finish groups set up for street trading and City Centre maintenance

3

Task Action By Targets/ Progress

Produce and implement a Public Realm Manual to guide the design and maintenance of the City Centre

Review the need for a Public Realm Manual

Ranger Incident/ Fault Handling - Develop be-spoke software and purchase hand-held PC’s to enable the City Centre Rangers to collate information remotely and deal with incidents and faults - Use this information to identify tends and hotspots to assist the allocation of more effective resources

Produce and distribute the BID newsletter

Produce a bi-monthly newsletter for distribution to all businesses in the City Centre. Work with partner agencies to secure content.

Run sector/ location specific focus groups for businesses

From January 2009 run a series of focus groups to provide updates on the City Centre and to gain feedback from traders

4

Priority 2: Prosperous and Competitive City Centre To create a prosperous and competitive City Centre with a wide range of attractions Task Action By Targets/ Progress

Undertake pedestrian area enhancement scheme

Complete enhancement of core pedestrian retail area by end of June 2008

Commence phase 2 public realm enhancements

Identify and prioritise programme to extend enhancement scheme and secure funding for delivery of the programme by September 2008

Complete the refurbishment of three external entrances to Swansea Market

Entrances to be completed by end of June 2008

Agree next phase in Swansea Market refurbishment programme

Prioritised programme of refurbishment works agreed by January 2008

Advance Princess Way retail development

- Completion of scheme, shops open by Easter 2009 - Support opening event/s

Progress Saint David’s/ Quadrant/Paxton Street development

Collaboration agreement signed, Master Plan agreed and Development Brief adopted

Progress Sail Bridge development

Appointment of developer. Design and legal agreements to be progressed

Undertake Building Enhancement Programme

Design Guide and application criteria for building frontages to be completed and launched by Autumn 2008. Implementation of programme of building frontage enhancements thereafter

Advance European Boulevard Programme identified by September 2008. Programme of priority schemes defined.

5

Task Action By Targets/ Progress

Reduce vacant properties by: - offering start-up/ development grants to encourage occupation by new businesses - helping to market available units - encourage temporary use - undertaking cosmetic improvements

Establish a Working Group to oversee the development and implementation of an Action Plan

Redevelopment of 1-4 Castle Square

Engage the land-owner and explore options for the long term development of the site

Develop a landmark art installation at the Princess Way/ Kingsway junction

Agree programme leading to the commissioning of art work

6

Priority 3: Improved Transport and Public Access To improve transport and public access into and within the City Centre Task Action By Targets/ Progress

Commence Quadrant Interchange development

- Start date anticipated in January 2009 subject to agreement from funders. 15 month construction timetable - Agree a communications and marketing strategy to support the development prior to commencement of the work

Progress works in preparation for the Swansea Metro service

Target for service to commence end of April 2009

Revise and implement new City Centre Traffic Regulation Orders

New City Centre Traffic Regulation Orders to be sealed and automated bollards to be operational by the end of the summer 2008

Introduce Civic Enforcement Parking

To be introduced in September 2008

Reduce illegal parking

Monitor and reduce illegal parking through rigorous enforcement and signing and lining policies

Promote Park and Ride

Issue free Park and Ride vouchers to the public and to those working in the City Centre

Offer free and discounted parking

- Introduce subsidised parking to run during Christmas and the Summer holidays 2008 - Monitor the public perception of car parking through the City Centre user survey

Install parking meters on Lower Oxford Street

Install and enforce parking meters on Lower Oxford Street in Autumn 2008 and consider extending the scheme to High Street

Improve signs Commission a survey to map existing vehicle and pedestrian signs and identify any gaps in provision including street names plates

7

Task Action By Targets/ Progress

Review car parks Commission a strategic car park study by Christmas 2008 to inform a programme of investment

Run the annual In Town Without My Car event

As part of this national annual event which takes place in September, encourage workers and visitors to use alternative modes of transport into the City Centre and increase use of Park and Ride

Manage contractors working in the Pedestrian Zone

Develop and promote a protocol/ limited access system for contractors and other bodies working in and/or accessing the area. Include guidance on what is permitted and utilise the City Centre electronic diary to co-ordinate activities

8

Priority 4: Safe and Secure Environment To provide a safe and secure environment Task Action By Targets/ Progress

Review the Business Crime Reduction Partnership (BCRP)

Review the BCRP with a view to improved information sharing among partners, increasing membership and promoting the value of the Store-net and Nite-net radio services. Also, raise the profile of the Night Time Exclusion Scheme through running a specific campaign

Increased Joint Office use

- Agree a schedule of regular meetings involving South Wales Police (SWP), City Centre Rangers, Traffic Wardens and Street Force - To resolve contractual issues to the satisfaction of SWP and the Council allowing installation of IT and increased use by the Police and partner agencies

Anti-social Behaviour (day time)

- Develop ‘beats’ to target ‘hot spot’ areas including Castle Square / MacDonald’s, LC2 / amphitheatre, St. Helen’s Rd / YMCA, High Street / Ty Nant - Use ASBO legislation and Sec. 27 VCRA notices (Violent Crime Reduction Act 2007) to deal with known trouble makers - Explore possibility of using a yellow card system in conjunction with ASBO referrals - Secure funding to engage youth workers to engage the Emo/ Goth/ skateboarding groups

Anti-social Behaviour (night time)

- Maximise additional resources to supplement 12-hour shift pattern and to target Wind Street and Oceana development - Provide highly visible officers on duty from 8pm to provide visible deterrent to members of public on the arrival into the City Centre - Undertake regular licensed premises checks and checks of door staff registration

9

Task Action By Targets/ Progress

Taxi Marshals (night time continued)

- Continue to employ and promote Taxi Marshals during weekends and busy periods - Formally review the effectiveness of this scheme

Evening Economy Manager (night time continued)

Secure funding for and employ an Evening Economy Manager

Begging - Identify begging hotspots and install signs to discourage giving among members of the public by September 2008 - Undertake Police operations to target known beggars

Auto crime

- Target Police patrols of hotspot areas including the Marina - Target individuals with previous prolific history of involvement - Produce publicity to encourage the public to secure items of value left on show especially satellite navigation systems

City Centre Rangers - Increase the number of Rangers employed to five by June 2008 - Review working arrangements with a view to extending the hours of operation and working practices by June 2008 - Purchase high visibility uniforms by August 2008 - Raise the profile of the service through the creation of a web page and associated PR by October 2008 - Introduce a remote data management system by September 2008 and use to target resources and engage partners

Street Pastors

Support the Ascension Trust to launch the Street Pastors scheme in Swansea City Centre, to recruit and train volunteers and to support the volunteers whilst working on site at night

Improve the management of street trading and other activities

- Revise Council Policy to establish new street trading pitches, improve the regulation of authorised traders and reduce illegal trading - Promote use of the City Centre electronic diary and review the Promotional Lettings Service

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Task Action By Targets/ Progress

Expand the Safe Child scheme Increase membership of the existing scheme and apply its principles to include elderly people, those with disabilities and other vulnerable groups

Implement a ‘Gated Alley’ scheme to prevent access to problem alleyways

Prevent access to the service alley behind Leisure Quest and the alley to the side of Laser Zone

Increase Policing levels Through the BID employ an additional Police Officer to work over the Christmas period and review the effectiveness of this appointment

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Priority 5: Clean and Attractive City Centre To create and maintain a clean and attractive City Centre Task Action By Targets/ Progress

Install and develop the Christmas lights

- To extend the coverage of Christmas lights within the City Centre core area and along the Lights Switch On Parade route - To undertake a programme of tree light replacement by introducing new lights at key locations

Reduce graffiti

Introduce a graffiti hot line and rapid response service by May 2008

Maintain street furniture and artefacts

Establish a Task and Finish Group by summer 2008 to review and revise current maintenance arrangements in conjunction with the Highway Asset Management Plan

Install floral displays at key locations and gateways into the City Centre

Target busy pedestrian and vehicle access routes into and within the City Centre

Improve the appearance of and encourage temporary use of vacant properties

Undertake cosmetic treatment through the application of murals and other repair work and encourage non commercial use by community groups

Environmental Stewards Continue to develop the night time ‘environmental stewards’ initiative. Monitor its success with a view to extending into the day time

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Task Action By Targets/ Progress

Enhance street cleaning

Review the current street cleaning provision in the City Centre with a view to: - establishing a base line service for power washing - investigating the costs associated with the purchase of cleansing equipment and the employment of an additional member of the Clean Team - maximising use of the NEAT teams

Increase enforcement - Increase the range of enforcement powers that are available to staff to enable them to better tackle several specific environmental issues, for example, graffiti, fly-posting and littering - Build upon the success of the Street Force team in dealing with people who drop litter on the street through education and enforcement

Participate in the Tidy Britain award scheme

Apply for the Tidy Britain Award by June 2008. Use the feedback received from the judges to identify and prioritise areas for improvement

Reduce chewing gum Target badly affected areas through removal and prevention through the provision of additional disposal facilities

Reduce and manage night time leafleting

Work with the pubs and clubs to develop and implement a policy to manage the night time distribution of printed materials through the adoption of Council policy

1-4 Castle Square Install colourful and branded temporary hoardings around the site

Street lighting Renew lighting columns along A4067 corridor between Quay Parade and Oystermouth Road

Improve the appearance of the walkway between the Quadrant M.S.C.P and Tesco

By summer 2008: - Install colourful murals - Improve the lighting - Install signs and relocate street furniture to help prevent begging - Improve the planting beds

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Priority 6: Marketing, Promotion and Events To raise the profile of the City Centre through effective marketing and promotion Task Action By Targets/ Progress

Develop, deliver and promote Swansea Christmas 2008

- Co-ordinate and promote a programme of events, incentives and shop opening times through the Christmas Issues Working Group - Strengthen links between the Waterfront Winterland and the City Centre - Increase footfall and spend in the City Centre

Marketing Working Group

To establish a City Centre Marketing Working Group to effectively oversee the development and implementation of City Centre marketing activities

Develop and deliver Independent’s Day 4th July 2007

- Build on the existing brand and event programme - Increase the numbers of participating independent traders

Launch new City Centre website

- Update the website to a more accessible format and incorporate the Strategic Framework programme within the website - Undertake a launch event

Promotional banners - Install Strategic Framework banners at High Street Railway Station and in the Quadrant by April 2008 and along Princess Way in the New Year - Develop a banner strategy and protocol for the City Centre

Develop and promote a programme of special events

Run a range of events including street markets and children’s and musical entertainment to target key times of the year such as Christmas, St David’s Day and the summer period

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Task Action By Targets/ Progress

Produce a family of seasonal brochures and undertake selective advertising

Design, print and distribute a Christmas, spring and summer brochure and advertise where appropriate via What’s On, the Evening Post and via other selective advertisers

Produce a Welcome Pack and Contact Card for new businesses

- Produce a contact card with key contact information for use by City Centre businesses and distribution by the City Centre Rangers - Scope out a Welcome pack for new businesses in January 2009

Olympic TV Screen In conjunction with the BBC and LOCOG, install and manage a Big Screen in Castle Square, provide editorial content and host a series of special events

Street broadcast units

Install and manage five community messaging facilities by July 2008

Multimedia kiosks

Install five internet information kiosks to be installed by July 2008

Pocket Map Produce and print a City Centre pocket map/pal by the end of April 2008

Promote Swansea as working towards being a carrier bag free city

- Design and produce a City Centre branded canvas bags for use at promotional events - Encourage market based events in the City Centre and traders in the Indoor Market to be carrier bag free

TV commercials

To produce two TV commercials to target visitors to the City Centre in the summer and at Christmas

National Dining Week To participate in the Association of Town Centre Management ‘s national pilot to introduce Dining Week to encourage people to eat out in Swansea

Live Night event To consider introducing a range of ‘alive after five’ events and activities aimed at encouraging families into the City Centre after normal shopping hours

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Task Action By Targets/ Progress

Swansea Shopper Week To explore the possibility of introducing a Swansea shoppers week to link in initially with the opening of the Princess Way retail development in Easter 2009

I:\CCP Action_Work Plans\Swansea City Centre Action Plan 2008

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For more information please contact:

Swansea City Centre Partnership 67 Plymouth Street, Swansea, SA1 3QG Tel: 01792 476370 Fax: 01792 476368

Email: swanseacitycentrepartnership@swansea.gov.ukWebsite: www.swanseacitycentre.com