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Balham Town Centre Business Plan 2004/2007

Securing prosperity and quality for Balham

Balham Town Centre

In recent years, Balham has witnessed significant change and development which is reflected by an increasingly affluent, residential population. Balham is well served by public transport with both the Northern Line tube and overground rail into Victoria via Clapham Junction. Over 6 million journeys are made to and from Balham station each year, with 80% between Monday to Friday. Balham is also served by four bus routes, with 20 buses per hour in each direction, providing links to a wide range of destinations. Residential areas around Balham Town Centre have become increasingly popular, resulting in a marked change in the social composition of the catchment area. The average price of a terraced house for the period January to March 2003 was £445,865 in Balham (SW12, SW11, SW4) whereas the England and Wales average was £107,238. There are 21,000 residents within half a mile of Balham Town Centre, of these a higher than average proportion of the population are between the ages of 25 and 34.

Balham is the smallest of the Town Centres in the Borough of Wandsworth with approximately 350 businesses. Balham Town Centre provides strong local convenience shopping with two medium-sized supermarkets operated by Sainsbury's and Safeway as well as Marks & Spencer Simply Foods. The Retail Offer in the Town Centre has seen significant change, with the growth of food and drink related establishments and an expansion, both in number and variety, of service providers.

Balham offers vibrant evening entertainment with an enticing selection of restaurants, wine bars and pubs. Balham also boasts a range of Town Centre names including WH Smith, Boots, Dixons, Iceland, Woolworths, Caffe Nero and Nandos. The increasing variety of speciality shops is attracting customers from a wider area. A snapshot of Balham shows a healthy local Town Centre, with a strong multi-cultural community infrastructure and an increasingly buoyant local economy. Over the next 3 years, Balham Town Centre will build on its strong retail base and growing evening economy to ensure that it remains a clean, safe and accessible place in which to live, work, shop and relax.

Balham boasts a range of Town Centre names including WH Smith, Boots, Dixons, Iceland, Woolworths, Caffe Nero and Nandos. The increasing variety of speciality shops is attracting customers from a wider area.

The Balham Town Centre Partnership

The Balham Town Centre Partnership established in 1996, is a public/private partnership between Wandsworth Council and key representatives from Balham businesses and the community. The Balham Partnership plays a crucial role in ensuring the viability of the Town Centre. The uses of a Town Centre include living, working, shopping, entertainment, education, public services, health and leisure.

The Partnership co-ordinates the interests of all parties to ensure that maximum results are achieved; they have identified clear goals and objectives which meet local needs both now and in the future.

The vision of the Balham Partnership is 'Securing prosperity and quality for Balham'. The Partnership aims to:

. promote the health and well being of Balham Town Centre

. represent the views of its stakeholders on Town Centre matters and external issues that impact upon the Town Centre

. provide a focus for Town Centre activities and co-ordinate initiatives for the benefit of the Town Centre

. provide a focus for the improvement of the physical environment and investment climate in order to attract new businesses and people to the Town Centre.

The Partnership has identified five priorities:

. business development and support

. a clean and safe environment

. environmental improvements and accessibility

. marketing and promotion

. partnership development.

The delivery of this plan is the collective responsibility of the representatives who make up the Town Centre Partnership.

The Partnership has a Town Centre Manager who deals with day to day issues and provides considerable support.

For further information contact Nicola Grant Balham Town Centre Manager Telephone (020) 8767 4082 Email ngrant@wandsworth.gov.uk

Business development and support

To encourage a diverse mix of shops, services, restaurants, entertainment and leisure outlets the following actions are required:

. offering support and advice to businesses

. advise and encourage businesses to take up financial assistance from the Wandsworth Council's Town Centre Improvement Scheme

. ensure the retail offer remains attractive to the local residents

. ensure the rejuvenation of Hildreth Street, and Hildreth Mews

. maintain the Balham Property Database to monitor commercial opportunities, and publicise the Balham Vacant Premises Register to secure economic growth

. promote the establishment of Balham Business Association

. contribute to training and support programmes to promote economic health

. develop and implement initiatives which support small independent businesses.

A clean and safe environment

To create and maintain a clean and safe Town Centre, the following actions are required:

. highlight public safety and Crimewatch issues

. extend CCTV coverage for the benefit of the Town Centre

. work proactively with the Police and promote the introduction of Retail Radio

. continue to develop Pub Watch

. monitor street cleansing and enforcement of commercial waste agreements

. promote the graffiti removal service.

Environment improvements and accessibility

To make Balham an attractive, accessible Town Centre, the following actions are required:

. implement plans to enhance the Town Centre and to revitalise the Hildreth Street area and the Balham Triangle

. continue discussions with Wandsworth Council and Network Rail to improve Bedford Hill Bridge archways

. research ways to make better use of the site at 28 Hildreth Street

. improve the quality of the Community Space to the rear of Sainsbury's

. implement street scene improvement projects arising from the Walking Audit

. promote opportunities to enhance the physical environment of the Town Centre and its approaches

. review and comment on planning applications relating to the Town Centre

. promote accessibility, through walking, cycling and public transport

. continue to develop relationships with the local transport providers

. ensure that parking availability is managed effectively

. monitor and promote improvements across a range of 'quality of life' issues including transport, open spaces, residential areas, community facilities, education, the arts and entertainment.

Marketing and promotion

To attract more people and investment to the Town Centre, the following actions are required:

. implement a focused marketing strategy to promote the Town Centre as a good place in which to live, work, shop and relax

. continue to develop relationships with both the local and the London-wide media

. utilise www.balham.com and Balham Town Centre Newsletter

. support and promote events which increase awareness of businesses and services

. organise initiatives promotions such as floral displays, public art and festive lights

. co-ordinate a Town Centre event as part of Balham Festival

. introduce new initiatives which enhance the Town Centre e.g: Round the World in Balham, a campaign to promote Balham's food and drink establishments

. organise joint initiatives with local schools and Balham Library

. hold an annual consultation meeting with businesses, supported by Wandsworth Council and the Wandsworth Chamber of Commerce.

Partnership development

To build and strengthen internal and external relationships, the following actions are required:

. ensure the Partnership is business focussed whilst reflecting other areas of interest in the Town Centre

. develop new and sustainable partnerships with businesses and agencies likely to have a positive impact or influence on the Town Centre

. review the Partnership's structure to ensure access to a diverse range of funding sources

. attract more external funding, with emphasis on securing assistance 'in kind' for projects

. review all income generating opportunities within the Town Centre

. seek opportunities for training to assist the Partnership Board to acquire additional skills to achieve greater success for the Town Centre

. increase involvement of the Partnership Board members in the Town Centre

. increase local businesses' understanding of Town Centre Management and how it can enhance their business.

Key performance indicators

To ensure that the Partnership can assess the success of Balham Town Centre it is important that a number of key performance indicators are monitored. Vacant shops The proportion of vacant ground floor shops helps to indicate the health of the Town Centre by showing demand for floor space. Patterns emerge showing which areas of the Town Centre are prospering and which need extra support.

Town Centre retail property

The average rental charge (£ per square metre) for a prime pitch Town Centre property is a further indicator of the demand for floor space within the Town Centre. Higher rental values as a percentage of the capital value increases the confidence of potential investors in the longterm profitability of Balham Town Centre.

Sales/investment

Percentage change in sales for a variety of uses in the Town Centre is of interest to Town Centre stakeholders as this helps to measure the vibrancy of the Town Centre.

Over the next 3 years, Balham Town Centre will build on its strong retail base and growing evening economy to ensure that it remains a clean, safe and accessible place in which to live, work, shop and relax.

Visits to the Town Centre

Footfall in the Town Centre is an important factor in determining its vitality. This is useful to traders and essential to all potential investors. Car parking Turnover of car parking spaces data gives an indication of ease of travelling to the Town Centre. It is of great importance to both current investors and potential investors in the Town Centre.

Public transport

The number of visitors to the Town Centre who use bus and train and other forms of transport such as cycling and walking. This indicates the potential for long-term growth of the Town Centre.

Crime, safety and security

Crime levels affects people's desire to visit Balham and the willingness of potential investors. It is important to monitor crime closely to ensure that the Partnership can take action to minimise crime and the fear of crime.

Variety of offer

The number and range of multiples and independent business demonstrates the vitality and prosperity of Balham Town Centre.

Customer satisfaction

Surveys of local users' perception of the Town Centre help to develop a closer understanding of the major issues of concern.

For further information

Please contact Nicola Grant Balham Town Centre Manager Telephone (020) 8767 4082 Email ngrant@wandsworth.gov.uk