New identities for district centres

Abstract

Many district centres in inner urban areas are in decline because their poor shopping environment cannot compete effectively with superstores, retail parks and modernised town centres. Their inexpensive premises, however, allow opportunities for innovative businesses as well as non-profit-making community and arts facilities. This paper examines whether Clifton Street, one of Cardiff's oldest district centres, can be successfully ‘branded’ as a specialist shopping, service and entertainment destination, while retaining its ‘basket shopping’ function for local residents and workers. Evidence is derived from surveys of traders and landowners, a planning consultants’ study, and interviews with local community interests and potential funders of environmental improvements to the centre. The conclusions are that public sector intervention and finance are essential for the centre's revival, but that there is little case at present for developing a marketing strategy and ‘brand’ for the centre.