This document discusses place management and factors that influence the vitality and viability of places. It identifies place making, place maintenance, and place marketing as key professions in place management. 201 factors were found to influence places, and the document shows the top 25 factors that have the most influence and which factors places have the most control over. It also discusses using footfall data to understand how people use places and provides a framework for places to take action through repositioning, reinventing, rebranding, and restructuring.

1. Mayfield
Professor Cathy Parker
@placemanagement
@profcathyparker

2. Macclesfield
Photo : Alan Murray-Rust

3. Mill Street, Macclesfield (2018)
Photo : David Matthews

5. Alsager
Altrincham
Ballymena
Barnsley
Congleton
Holmfirth
Market Rasen
Morley
St George, Bristol
Wrexham
High Street
UK 2020

6. “Multi-million pound
Wrexham retail centre now a
ghost town.”
(Daily Post, 29th August 2015)

7. • Architecture
• Urban design
• Strategic spatial
development
Place making professions

8. • Regeneration
• Planning
• Landscape
architecture
Place making professions

9. Place making practices
Saltburn-by-the-sea Yanbombers by Karen Roe

10. Place maintenance professions
• Street cleaning and
cleansing
• Police and security
• Public realm
maintenance
• Traffic and highways
• Parking
• Environmental agency
• Telecoms

11. Place maintenance practices
Photo: Eco Litter Pick Nov 2015

12. Place maintenance

13. Tripadvisor
Manchester’s Worst
Attraction 2014
“a dirty, horrible place”
“a filthy concrete
dystopia full of hustlers
and noise”
(Parker, Medway and
Roper, 2015)
”designed by
numpties”

14. • Branding
• Corporate
communication
• Reputation
management
• Inward investment
Place marketing professions
• Advertising
• Tourism
• Public Relations
• Digital marketing

15. Place marketing
practices practices

16. Place Making Place Maintenance
Place Marketing
Place
Management
Place management
processes

17. People make places

18. 201 factors influence
vitality and viabilityParker, Ntounis, Millington,Quin, Castillo-Villar (201

19. 1. How much influence each factor has on the vitality
and viability of a centre
2. How much control a location has over the factor

20. Leadership
Child-minding
centre
Deliveries Leadership
Location
Methods of
classification
Opening hours
Political climate
Spatial structure
Forget it Live with it
Not worth it Get on with it!
HSUK 2020 model
Localcontroloverfactor
Impact of factor on vitality and viability

21. ACTIVITY HOURS
APPEARANCE
MIX
VISION&STRATEGY
EXPERIENCE
MANAGEMENT
MERCHANDISE
NECESSITIES
Anchors
NETWORKS &
PARTNERSHIPS
DIVERSITY
WALKING
ENTERTAINMENT AND
LEISURE
PLACE ASSURANCE
ATTRACTIVENESS
ACCESSIBLE
PLACE MARKETING
Comparison/convenience
RECREATIONAL SPACE
Barriers to Entry
Chain vs independent
Safety/crime
LIVEABLE
ADAPTABILITY
2.7
2.9
3.1
3.3
3.5
3.7
3.9
3.3 3.5 3.7 3.9 4.1 4.3 4.5 4.7
Howmuchtowncaninfluencefactor
How much factor influences vitality and viability
Top 25 factors

22. https://theconversation.com/five-ways-to-save-britains-struggling-
high-streets-90362
@placemanagement
c.parker@mmu.c.uk

23. 17 million hourly
footfall counts
8 billion people
movements counted
On average each
man, woman and
child in UK counted
120 times
Footfall data

25. 24% 5%
25% 46%
1. Comparison shopping 2. Holiday
3. Speciality 4. Multifunctional

26. Centre Footfall vs Commuter
Patterns
Footfall Commuters

27. Footfall is a great KPI

28. Understanding how people
actually use our town has
been a revelation!
(Sean Trainor, Ballymena Council Economic
Development Manager)

29. A framework for action
Reposition
Reinvent
Rebrand
Restructure

30. “Decision making and management
must become less hierarchical and
myopic and more place-based and
‘porous’ to allow more intelligence and
input from the location.”
thebidfoundation.com placemanagement.org @placemanagement