The Death of the Town Centre? Reimagining towns like Rugby

I have lived in Rugby since I was quite young and have family who have lived in the area for decades. Many people have long since spoken about the decline of the town centre, easily for as long as I can remember, but walking through town a few days ago it really struck me how many empty retail units there were and what a sorry state the centre looks. Historically the further outreaches has occasionally struggled to fill retail units, but what I noticed the other day was the amount of units right in the centre of the town that are now empty.

We Are Still Shopping

Contrastingly, out-of-town retail parks like Elliott's Field on Leicester Road are buzzing with activity. The popularity of such retail spaces is evident in the throngs of families walking between stores like Dunelm and Sofology, and the ongoing battle of finding a parking space. These retail parks, offering convenience and variety, starkly contrast with the traditional town centre's dwindling appeal.

Now some people blame these out of town retail parks for killing the traditional town centre, but the reality is that most of the units in a traditional town centre are just too small for your typical national retailer. As consumers we expect choice and to have exactly what we want available to collect as soon as we want it. It is amazing to me that Marks and Spencer lasted as long as it did in its old and unsuitable building in the centre of Rugby.

So What Happened… or Didn’t?

Over the years our town centres have undergone many significant transformations, adapting to the evolving needs of businesses and consumers alike. In Rugby, for example, cramped Victorian buildings made way for the Clock Towers covered shopping centre, integrating supermarkets and diverse retail options. People could drive their cars straight into the multistory carpark, do their weekly shopping at the large Sainsbury’s or Co-op, and then go on to use other smaller shops, banks etc.

This model, however, began to wane in the 1980s as consumer demands shifted towards greater choice, prompting supermarkets to relocate to larger spaces on the outskirts of towns across the country. The exodus of these 'anchor' stores from town centres marked the beginning of a new era. With their departure, a vital draw for consumers to town centres vanished, leading to a ripple effect that saw more national businesses opting for expansion in out-of-town retail parks rather than stagnating in constrained town centre locations. The stories of Wilko and Woolworths exemplify this trend.

In hindsight, this migration should have sparked a wave of radical changes in town centres across the country. Local councils and landowners missed an opportunity to either redevelop town centres to accommodate these changing business needs or to better integrate out-of-town retail spaces with existing infrastructure.

Despite these challenges, attempts like Rugby’s initiative to reintegrate businesses like Asda into the town centre are commendable, but they beg the question: is it too late? The convenience of visiting large supermarkets on the outskirts has become ingrained in our shopping habits. Yet, the potential of town centres remains largely untapped.

A Change of Perception

As gargantuan, anonymous, and remote housing developments continue to spring up, the need for a traditional community hub that town centres offer becomes increasingly apparent. The convenience of having a vibrant town centre within walking distance or a short bus ride is a luxury that many are yet to appreciate fully, but I think soon will. Our perception of town centres needs an urgent reevaluation. While it's unlikely that consumers will revert to sourcing their weekly groceries from multiple small shops in town centres, there is a growing recognition among councils that these spaces can be transformed into desirable living areas.

Successful business models in town centres tend to be those that adapt to the size and nature of available spaces, converting empty retail and office space into residential buildings for instance. Hairdressers, cafes, and eateries also thrive in these environments. And the presence of more residents living in town centres should further drive the demand for convenience stores, social venues like bars and cafes, and eventually, perhaps, more artisanal businesses such as high-end bakeries, butchers, and small independent retailers. We can but dream!

Yet, new business openings in town centres often face criticism, as seen in the responses in Facebook groups like “Spotted: Rugby Town”. But it is these very businesses - the hairdressers, cafes, and small eateries - that continue to find success in the town centre environment. Just try finding somewhere to sit and have a coffee on a Saturday afternoon, or look at the queues of people waiting for a haircut in the morning. Those businesses are in demand and that’s why they continue to open.

The traditional UK town centre is at a crossroads. To remain relevant and vibrant they must evolve, transforming into spaces that not only cater to commercial needs but also offer residential and social amenities. By doing so, they can reclaim their role as the heart of our communities, adapting to the modern consumer's needs while preserving their unique character and charm.

Use it, or Lose It

While we talk about the evolution of town centres and retail parks, it's crucial to address the role of residents in sustaining these community hubs. The success and viability of local shops and amenities heavily depend on the patronage of the people they serve. Every time we choose a convenience-driven online purchase over a visit to a local store, we contribute, albeit inadvertently, to the erosion of our town's vibrancy.

The next time you're tempted to order something from an online giant like Amazon, it's worth pausing to consider whether that item could be sourced from a store within your town. By consciously choosing to shop locally, residents can play a pivotal role in keeping their town centre alive.

This isn't just about preserving shops and services; it's about maintaining the social fabric and economic health of our communities. By supporting local businesses, we not only help the town's economy but also foster a sense of community and belonging.

The message is clear: use it, or risk losing it. The choices we make as consumers have the power to shape the future of our town centres, they did in the past and will continue to do so.

Helping Small Businesses

In this ever-evolving landscape the need for small businesses to establish a strong online presence is more crucial than ever. This is where I can help. My bespoke web design services, tailored specifically for the unique needs of small businesses in towns like Rugby offer the perfect blend of creativity and functionality. I understand that each business has its own story and identity, and my goal is to help you effectively communicate that story online.

Beyond just aesthetic appeal, my expertise in SEO (Search Engine Optimisation) ensures that your business isn't just visible, but also stands out in the digital world. By optimising your website and content, I help you reach your target audience effectively, increasing your visibility and customer engagement.

My services in managing Google Business Profiles can be a game-changer for local businesses looking to boost their local search presence. And for businesses aiming to expand their reach even further, my PPC marketing strategies on platforms like Google Ads, Facebook, and Instagram offer targeted, cost-effective ways to attract and retain customers.

I am committed to helping your business navigate the digital landscape and thrive in these challenging times.