Darren Jones

1
Darren Jones

• Development Director,
• North Staffordshire
• Regeneration Partnership
• North Staffordshire Regeneration Partnership
• Transforming the City Region

2
Ingredients for Change

• Recognition by the majority that change is
  required
• Identify the Issues
• What measures do we need to put in place
• Establish the Vision-A Business Plan
• Promote the Vision
• Undertake Catalytic Projects
• Instigate Branding and Place-making

3

• To Turn a Place around successfully requires
• Political will, political stability and
  preferably political leadership
• Civic and officer Leadership
• Stakeholder Engagement Communication
• The equivalent of planned open heart surgery
• Many places requiring transformation have run
  out of energy and they require a new heart to
  give them new energy
• They also require time to undergo the surgery and
  time to recover after the surgery
• Structural Change is required in the Community
  you are turning around
• Patience it takes years to bring about
  Structural Change
• Branding Place-making
• Inclusive of Cross Boundary transformation

4

• Any change, even a change for the better, is
  always accompanied by drawbacks and
  discomforts.

Arnold Bennett
5
Work Foundation ReportFebruary 2008
Identification of the Issues Affecting Stoke City
Region
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The Issues Requiring Change

• Stoke-on Trent 16th most deprived local
  authority area in England
• Ranked in the bottom 10 UK Cities when ranked
  against economic prosperity, social deprivation
  and built environment
• Citys economy has grown at less than half the
  regional and national rates since 1995
• North Staffordshire 2.12 Billion Gap (21)
• Average Earnings 20 below national average

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The Issues Requiring Change

• Working age population with degree level
  qualifications less than half national average
• Life expectancy amongst the lowest in England.
• Death from circulatory, coronary disease and
  cancers significantly above both regional and
  national averages.
• High levels of teenage pregnancy, smoking and
  alcohol consumption.

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The Opportunity

• 750,000 people in ½ hr drive time
• House prices less than half the national average
• Location and Infrastructure
• Countryside and amenities
• Arts Council Area of Special Focus
• 2 world class Universities
• Proud heritage of craftsmanship
• Consensus for change

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• The Identification of Solutions
• Solutions to the issues physical and structural
• Establish a vision and a Business Plan embraced
  under branding
• Catalytic projects
• Retail
• Commercial
• Education
• Places to live
• Transport
• Promote the change through branding, place-making
  and events
• Manchester Commonwealth Games
• Liverpool City of Culture
• Embrace the green agenda-create sustainable
  communities

10
Solving the Issues Addressed

• Formation of North Staffordshire Regeneration
  Partnership

Stoke on Trent
HCA
AWM
Newcastle
Staffordshire Moorlands
NSRP
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Establish The Vision in North Staffordshire
The best of both prosperity and quality of life
by design by 2030.

• This will be a place
• For growing knowledge businesses and ambitious
  knowledge workers
• At the heart of UK creative ceramics businesses
  and the ceramics tourist industry
• For enjoying the city, market towns and
  countryside from shopping in the City Centre to
  the Peak District National Park
• For working, studying at the universities and
  enjoying major national visitor attractions
• That is ambitious for growth and always concerned
  with sustainability

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Delivery Plan

• Governance Structure
• Financial Aspects
• Accountability
• Individual Programme/ Projects
• Milestones

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Catalytic Projects forTransformational Change

• Masterplan City Centre and Towns
• Public Realm Strategies
• Retail Offer
• Commercial Accommodation Supply
• Industrial land and building supply
• Educational Agenda

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City Centre Masterplan -repairing the heart

• Ensures a coherent basis for public funding
• Provides a succinct Investment Plan for the City
  Centre
• Will inform an Area Action Plan
• Provides a Public Realm strategy
• Identifies opportunities
• Ensures Sustainable use of Brownfield sites

15
Projects Review

• Enhancing the City Centres shopping and leisure
  offer reinforcing its status as the primary
  centre in the sub-region.
• Supporting and enhancing business activity in the
  City Centre, including the advancement of a
  Central Business District for the City Centre.
• Ensuring the City Centre is distinctive appealing
• Improving connectivity to and within the City
  Centre by all modes of transport, but in
  particular public transport, with the needs of
  pedestrian at the forefront of an integrated
  Transport Strategy
• Encouraging and facilitating living within, and
  at the edge of the city Centre to improve
  vitality and vibrancy throughout a greater part
  of the day, and strengthening links to
  surrounding districts and residential areas.
• Utilising this integrated approach to attracting
  more investment and visitors by improving the
  image and brand of the City Centre enhancing
  its credibility as place to do business an enjoy.

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University Quarter
Education

• Staffordshire University
• College of Further Education
• 6th Form College
• Education led regeneration
• Programme of 285m
• Graduate retention
• Linked Businesses

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Keele Science Park

• Science and Business Park
• 55 companies
• 740 employees
• Expansion for further 40
• companies and 1,250 jobs
• Government relocation
• New hotel and conference
• facilities

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Industrial and CommercialOpportunities for
BusinessChatterley Valley 33 Hectares of
remediated land

• Blue Planet 400,000sq ft 1st BREEAM
• excellent rated logistics building in the UK
• 3,500 jobs in total
• Phase 1 complete working with
• Northern Trust

Etruria Valley 90 Hectares of remediated
brownfield land
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Urban Centres and Market Towns

• Newcastle
• Leek
• Cheadle
• Longton
• Burslem
• Stoke

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Strong, Credible brand and place

• a recognisable name
• an unambiguous location
• distinctive, memorable and world-class
• Modern, with deep roots and a proud history

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FINALLY

• Energy
• Ideas
• Capacity
• Political Support
• Financial Support
• Patience