Agenda item

To receive an update on the Council’s Pride in Our High Street programme.

The Cabinet Member: Economy presented the report of the Director: Prosperity & Investment.

The Pride in Our High Streets programme was entering its tenth year, having launched in 2015 and formed part of a key long term funding commitment to protect, care and invest in local high streets. Since its launch, the Council had invested £7.6m to support high streets to remain resilient in the face of neglect and to support businesses to adapt following the rise in online shopping since the COVID-19 pandemic. The programme had developed into a nationally recognised model for investment in high streets and had had visible and direct impact on the Borough’s high streets with 65 empty retail premises brought back into use through start up grants, 388 new jobs created and 367 business grants awarded. Over the last five years, the programme had reduced the number of empty premises from an average of 9% to 3.8% exceeding the national average of 14%.

The report set out that the third phase of the programme commenced in 2019 and had seen a further £6.1m investment to support high street regeneration initiatives to inform 5 new ‘Place Plans’. Tailoring investment through Place Plans continues to support new business start-ups and help develop business resilience, raise aspirations and encourage young entrepreneurs to become business focused. Several improvement schemes had been delivered as part of the Place Plan activity with many projects concentrated on Madeley and Dawley high streets. Some investments included:-

• Nightclub exterior refurbishment in Newport supported by match funding from owners;
• Improvements in and around the bandstand on Dawley High Street;
• War memorial improvements in Madeley & Ironbridge;
• Planting schemes in Ironbridge & Madeley to improve the look and feel of the high street;
• Creation of a catering facility in Dawley Town Park to help attract new visitors and to encourage existing visitors to stay longer;
• Car Park Improvements in Ironbridge;
• Support for the creation of a permanent Post Office in Dawley; and
• Supporting specialist housing provision across out towns.

The report also highlighted the positive impact of the Pride in Our High Streets programme during delivery of its current phase in supporting the regeneration and revitalisation of the Borough’s high streets. The programme had seen investment targeted at transforming the look and feel of high streets with improved shop frontages, new signage, eco grants to enable high street businesses to be more sustainable and greener, diversification grants to support businesses to adapt business models to changing markets and new street furnishings. Investment into façade improvements had seen the transformation of 100 properties across Borough high streets, making high streets more attractive and inviting for visitors and residents, with heritage colours and period features had been reintroduced into Ironbridge and Wellington.

In the run up to the annual Small Business Saturday event in December, the Council would be announcing its latest High Street Heroes with over 100 awards presented to date. Recent award winners included the Little Christmas Shop in Ironbridge, Park Street Kitchen in Wellington and Amanda’s Ow Bist’Ro in Dawley.

The report set out the future plans for the programme which included further funding of £1m to develop the ongoing package and also further expansion to cover district centres such as Hadley & Leegomery, Sutton Hill and Donnington to ensure areas continue to get the investment they need.

Cabinet Members welcomed the report and thanked the Leader and Officers for their continued commitment and dedication towards championing the Borough’s high street offer. The scheme had been transformative and had continued to bring new life to market towns, helping businesses to adapt with the use of diversification grants and supporting residents’ wellbeing.

The Leader of the Conservative Group noted the report and highlighted the Pride in Our High Streets programme as one intervention which should be kept under continuous review. He asked if the Cabinet could consider supporting the programme through non-cash means such as minimising road closures and licence fees and also urged the Cabinet to reconsider the risks of volunteering intervention as part of high street regeneration to enable residents to continue to be involved with keeping high streets attractive and minimise costs imposed on the Council.

The Leader of the Council provided reassurance that it was not the Council’s intention to impede on volunteering opportunities and emphasised the Council’s support for volunteer growth. The Leader noted the successes of the programme to date and expressed his gratitude to Town and Parish Councils for their financial contribution. The Leader addressed current frustrations with private landlords holding empty properties and advised that the recently announced new government legislation on high street auctions would give local authorities the power to influence landlords to lease out their premises. Despite public dissatisfaction with high streets, the Leader stressed the importance of continued efforts and recognised the hard work and dedication of business owners and their significant contributions to the Borough’s high streets and the wider community. 

RESOLVED – that:

a)    the work of the Pride in Our High Streets (PIOHS) programme in supporting resilient local high streets, local businesses and communities of the borough be noted; and

b)   continuation of the PIOHS programme be approved.