A new concept The need for change Marketing & Promotion Access & Security Environment & Entertainment Renaissance Delivery Useful links Who are we? Membership - join us! dC Forum (new window) destination Colchester as doc (140KB) / pdf (2.3MB) privacy policy

destination Colchester:  Introduction 2 The need for change For several years, local authorities have tended to develop town centre management, (TCM), companies to oversee town centre projects, often with a highly-paid manager recruited from outside the area. Some of these have led to the establishment of a Business Improvement District, (BID). Although this approach has its virtues, the theory being that traditional town centres need centrally co-ordinated management to compete with out-of-town and edge-of-town shopping centres, there are many drawbacks. Too much emphasis on co-ordination and centralisation can discourage innovative ideas from individuals and groups outside the TCM or BID company's established circle of contacts, leading to a reduction in the diversity of interest that distinguishes traditional town centres. While this may not always be intentional, it can lead to a homogeneity of staged events as well as disappointment and resentment among those left out; a perception of "them and us". Also, if the TCM or BID company is not as effective at delivery as it should be, because most funding and communication is channelled through it, the whole town centre will be adversely affected. In recent years, two TCM companies have been established in Colchester. Neither has attracted the necessary support and confidence among businesses to be successful, culminating in the devastating rejection of the Colchester BID proposal in November 2007 and, meanwhile, the town centre has not progressed and improved as much as it should have. We believe that there is a better way, and that it is time for a new and more fundamental approach. The alternative Colchester has wonderfully rich resources in its unique historic assets, in its cultural liveliness, and in the wealth of creative talent and ability among its population and businesses. It also benefits greatly from the University and garrison presence within the borough, as well as its proximity to London and its close ties to continental Europe. These resources must be exploited effectively and with care, allowing them to achieve their full potential without unnecessary interference. Minimal resources must be used to effect the maximum possible change, with the most precious commodities being imagination and a determination to succeed. The key to Colchester town centre's success lies in tapping into this reservoir of talent, in raising the profile of the town regionally, nationally and internationally, and in maintaining and developing its retail offer by supporting its current variety and attracting key "magnet" stores. This will be done by developing a new style of organisation that is deeply rooted in the established heart of the town; one that has the confidence of businesses and that offers a subtle guiding hand through alliances with other organisations, including the local authority and stategic partnership, as well as a strong lead in marketing and communications. We believe that this vision is achievable and cost effective, and we call it destination Colchester. Read through the following pages of Objectives and Potential Projects, then register as a destination Colchester supporter to have your say and receive regular updates. These are exciting times for Colchester, so please make sure your voice is heard! © 2008.  & created by GfB design