Our ApproachTwo approaches which will help <strong>to</strong> resolve the issues – ‘Hardware’ and ‘Software’.By hardware we mean large scale physical infrastructure and the plans we will put in place <strong>to</strong> shape this. By software we mean how we will use this infrastructure in the short <strong>to</strong> medium term.Hardware:! City Centre Masterplan – reducing the size of the retail offer in the City Centre by a third and connecting the different areas within our City Centre! New Retail Quarter, Sevens<strong>to</strong>ne! Moor development and the Market! Cultural Industries QuarterSoftware:! Chapel Walk – High St Innovation Fund! Pop-up shops! Engaging new, creative talent! Purple Flag for the night time economy! Festivals that support the brand values and alignment of University funding of festivals (<strong>Sheffield</strong> Food Festival etc)The ability of the Council <strong>to</strong> ‘deliver’ a better high-end offer that would promote spend is limited and will be linked <strong>to</strong> the market and whether <strong>Sheffield</strong> is seen as a <strong>city</strong> that could sustain such an offer.13
SummaryThe following page sets out a summary position of where we are for each of the conditions for vibrancy described in this Destination Management Plan, with a brief description on why this element is important <strong>to</strong> key <strong>city</strong> <strong>centre</strong>users.A draft action plan setting out the current and proposed actions <strong>to</strong> address the issues identified in this DMP then follows.nditions forvibrancyFurther explanationWhat are different cus<strong>to</strong>mers' perspectives and what do they need?<strong>Sheffield</strong> (and <strong>city</strong>Visi<strong>to</strong>rsBusiness-peopleregion) residentsRelevance of the <strong>Sheffield</strong> 'brand'[authentic, independent, distinctive]Assessment of our positionHow strong is our offer forthis 'condition'?Culture andleisureDo we have a range ofleisure and culturalvenues and providers;along with a strongprogramme of eventsand ongoing 'animation'?Important - we needheadline cultural andleisure providers, andstrong events programme<strong>to</strong> attract visi<strong>to</strong>rs <strong>to</strong><strong>Sheffield</strong>Important - a programmeof events, and 'animation'will encourage <strong>Sheffield</strong>residents <strong>to</strong> visit andhopefully use what’s onoffer in the <strong>city</strong> <strong>centre</strong>Moderately important -may help <strong>to</strong> 'lodge'<strong>Sheffield</strong> as a venue inbusiness visi<strong>to</strong>rs' mindsImportant <strong>to</strong> ensure that our cultural andleisure offer is distinctive as it has potential<strong>to</strong> be used as a distinguishing featurebetween <strong>Sheffield</strong> and other citiesWhile we have a good culturaloffer; we have a less compellingleisure offer. We also need <strong>to</strong>ensure sustainable fundingmodels, particularly for eventsHospitalityDo we have a diversehotel and restauran<strong>to</strong>ffer?Important - a range ofhotels and restaurantsneeded <strong>to</strong> attract a rangeof visi<strong>to</strong>rs <strong>to</strong> the <strong>city</strong>Moderately important -while having a strongrestaurant offer isimportant; less so forhotelsImportant - particularlyhaving a strong hotel offerWe need <strong>to</strong> boost theindependent/authentic elements of ourhotel offer -this needn't be independenthotels per se, but could be chains with an'independent' brand themselves, e.g.,Malmaison, Hotel du Vin, etc.Too uniform, and budget-priced(e.g. £48 per hotel room)discouraging more luxurybrands from entering themarket.RetailPublic realmAccessDo we have a strongretail offer which appeals<strong>to</strong> different marketsegments?Do we have an attractivephysical environment,which is well-managed;potentially with one <strong>to</strong>two iconic venues?How easy is it <strong>to</strong> accessthe <strong>city</strong> <strong>centre</strong> - frombeyond and within<strong>Sheffield</strong>?Moderately important -although other visi<strong>to</strong>rsoften perceive '<strong>Sheffield</strong>'<strong>to</strong> have a strong retailoffer, because ofMeadowhallImportant - the <strong>city</strong> <strong>centre</strong>needs <strong>to</strong> look attractiveand be well-maintained:people need <strong>to</strong> want <strong>to</strong>come and spend time inthe <strong>city</strong> <strong>centre</strong>Moderately important -domestic visi<strong>to</strong>rs need <strong>to</strong>be able <strong>to</strong> reach and usethe <strong>city</strong> <strong>centre</strong>Important - a strong retailoffer is a major driver oflocal residents visiting andspending in the <strong>city</strong> <strong>centre</strong>.Important - the <strong>city</strong> <strong>centre</strong>needs <strong>to</strong> look attractiveand be well-maintained:people need <strong>to</strong> want <strong>to</strong>come and spend time inthe <strong>city</strong> <strong>centre</strong>Important - easy ways <strong>to</strong>access the <strong>city</strong> <strong>centre</strong> bypublic transport (bus,tram), and/or affordableparking options for driversRelatively unimportant <strong>to</strong>visiting business people(although relativelyimportant for people whowork in the <strong>city</strong> <strong>centre</strong>)Important - the <strong>city</strong> <strong>centre</strong>needs <strong>to</strong> look attractive forbusinesses <strong>to</strong> locate or pu<strong>to</strong>n events and meetinghereImportant - particularlygood access <strong>to</strong> majortransport links (however,other elements of our offerneed <strong>to</strong> be strong <strong>to</strong>encourage businessvisi<strong>to</strong>rs <strong>to</strong> stay)Our independent/authentic retail offer isrelatively strong; we are weak in terms ofmajor, 'conventional' high-street retailersThe style of the newer areas of the publicrealm are a particular style <strong>to</strong> <strong>Sheffield</strong>The application of authentic/independent <strong>to</strong>access points and routes <strong>to</strong> the <strong>city</strong> isunimportantOur <strong>city</strong> <strong>centre</strong> retail offer is notstrong enough and overfocussedon the relatively lowbudget retailers. Ambitiousplans in place for Moor Market,NRQ, etc.Significant progress made inrecent years, with an ambitiousplan for continuing developmentin this area (Markets, NRQ, etc.)Good road and rail access fromoutside of <strong>Sheffield</strong>; parkingcharges look <strong>to</strong> be lower thanmany other core cities14
Change language