The conundrum of how to improve the health of the UK’s town centres is a topic that has occupied the minds of many a government minister.
What is the best way to invest in our towns?
What interventions will really make a difference and boost growth?
While Labour may have ditched the tag line of “levelling up” it has retained and reformed its predecessor’s “Long-Term Plan for Towns” into a new regeneration programme with a £1.5 billion fund to invest in high streets and tackle deprivation.
The perfect partner to public realm improvements
Physical infrastructure and other public realm improvements, often publicly funded through the latest central government grant, are a significant part of this strategy, and rightly so.
But there is often a piece of intervention missing from the mix.
Wayfinding is a crucial, yet sometimes overlooked, component that works in tandem with these physical enhancements to boost economic growth in our towns.
How? Let’s dig a little deeper.
The economic ripple effect of extended visits
Public realm improvements such as revamped public squares and better cycling and pedestrian connections are visible signs of investment and intent. But effective wayfinding serves as the connective tissue that not only guides but engages with residents and visitors, encouraging them to interact with their surroundings more deeply.
When visitors explore a little further and stay a little longer, they inevitably spend more money. Increased consumer spending can also make towns a more attractive prospect for business opportunities, driving further economic development and creating a cycle of prosperity.
Here are six ways that the strategic implementation of wayfinding interventions can contribute to economic growth and drive inward investment.
Identify and prioritise key destinations:
Strategically placed, clear signage helps highlight major attractions and cultural sites, drawing attention to areas that are pivotal to a town’s economic and cultural fabric.
At Scarborough, our work helped to bridge the gap between key attractions, making it easier for visitors to explore. Our scheme also included a local artist’s work, highlighting Scarborough’s history and further supporting the local economy.
Remove Barriers to Accessibility and Connectivity:
Wayfinding can address physical and perceptual barriers, giving visitors the confidence to navigate urban spaces.
At Shepton Mallet we placed gateway signs at each end of the high street, raising awareness and encouraging visitors to venture in from the retail park at the edge of the town.
Boost Legibility and Understanding of a Place:
Good wayfinding systems demystify the urban layout, making centres less intimidating and confusing, particularly for first time visitors.
Eastbourne’s counterintuitive topography makes it hard for visitors to navigate instinctively from the station to the town centre. Our scheme helped to reinforce the most direct route to the high street.
Enhance Place Identity Through Storytelling:
Effective wayfinding does more than nudge people along; it conveys the history and character of a place, deepening visitors’ connections and encouraging repeat visits.
At Littlehampton we designed a range of interpretation panels as part of new signage connecting the town to the seafront, revealing local stories and trails to reinforce local identity.
Make Places Pedestrian-Friendly and Safe:
Well-designed wayfinding contributes to safer, more appealing pedestrian routes, which are crucial for vibrant, active urban centres.
Drogheda presented a challenging counter-intuitive environment for pedestrians, with dangerous crossing points on busy roads. Our wayfinding solution focused on gently nudging users along the correct, safer routes.
Make places more walkable, convenient, healthy and affordable:
The combination of a safe, high quality public realm and a well-thought out wayfinding strategy can change habits. More people will choose to walk or cycle into a town when they know it is achievable. And this, in turn, increases town centre footfall.
Harrogate is a true success story in a walkable and cyclable town centre. Our wayfinding interventions have helped reinforce key active routes, highlighting key services and attractions.
Wayfinding offers fantastic value for town centre investment
Improving the overall user experience, wayfinding interventions foster loyalty and encourage visitors to linger for longer. This extended engagement translates into increased consumer spending – people eat, shop and enjoy entertainment – contributing to the local economy.
This in turn can make it a more attractive prospect for business opportunities and residential stability, driving further economic development.
Wayfinding isn’t purely a practical tool for navigation; it’s a vital component in boosting inward investment into a town.
And what’s even better, it represents a relatively small upfront investment compared to other public realm schemes.
Voting with their feet
The task of revitalising our towns is a multifaceted problem that requires a comprehensive approach. But with more public funding options available for town regeneration projects, we have an opportunity to get the building blocks right from the outset.
Wayfinding interventions are a crucial part of the mix in encouraging return visits and boosting inward investment.
That’s because wayfinding places the end user at the heart of plans, focusing on their experience and how to improve it.
After all, as we all know, people vote with their feet.
So, let’s make sure they choose to walk a little further and stay a little longer.
Contact us today to discuss how wayfinding can help improved connectivity across your place, encourage longer visits and boost inward investment.
