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Rediscover Stockton Overview .pdf



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WE'RE ON WITH IT!
September 2012
This briefing paper aims to update you about the
branding campaign we are launching to support the £38 million investment
in Stockton Town Centre.

Our Overall Vision
The transformation of Stockton Town Centre is to create a vibrant, welcoming place to live, work and
relax with quality public spaces, a mixture of retailers and markets, great restaurants and world class
events to be proud of.

Aim
The aim of
of Stockton Town Centre by:

and its associated branding is to support the successful transformation

• Giving the transformation an identity
• Providing a strong visual presence in the Town Centre
• Engaging with people to communicate our key messages
• Promoting the key themes of the Town Centre - Heritage, Shopping, The Riverside, Travel, Events
and developments on the High Street.

Key Audiences
We will be engaging and marketing our messages to several key audiences for example: businesses,
community and partnership groups, governance and regulation, voluntary sector, staff and general public.

Key Marketing Methods
The
shop will act as the central hub to engage with people face to face, with the
website a valuable asset in providing the latest information and social media interaction. From a
business card to a billboard, or a flag to Facebook, you can be sure we are using vast array of marketing
and communications tools.

WWW.

.CO.UK

Branding
The
branding is bold and colourful; reflecting our commitment to transforming
Stockton. The branding divides the Town Centre into 6 key themes. Each theme has its own colour and
key messages to communicate with the audience.

HERITAGE

Making sure the past is appreciated in our future and to celebrate our history.

TRAVEL

Bus, car, train, parking, walking or cycling - Getting in, out and about in
Stockton Town Centre.

WHAT'S ON?

Events, restaurants, arts and entertainment, it’s all going on in Stockton.

SHOPPING

Large, small, national or independent – we have them all including our famous
market.

THE RIVERSIDE

World class for sports, beautiful for a boat ride and perfect for an evening walk.

THE HIGH STREET

Regular updates about the construction in the High Street.

TOWN CENTRE SHOP

Opening
Early
October

We have taken a 3 year lease on a centrally located shop on Stockton High Street to
maximize our engagement with stakeholders, businesses, residents, etc. Aptly named
Rediscover Stockton, we aim to show our commitment to the Town Centre transformation
by putting our communication hub in the heart of it.
The shop aims to provide a constant two way communication where residents, businesses, visitors
can find a wealth of knowledge about Stockton Town Centre, old and new. To highlight their
significance in the transformation, information sheets on the 6 themes will be available to take away,
there will also be regular drop in sessions hosted by the contractor and SBC staff to ensure the key
messages are communicated. The shop will also house the Tourist Information Centre.

WEBSITE
The Rediscover Stockton website will encourage residents and
y visitors to look at Stockton with new eyes and to keep up-tol
r
a
E
e
v
i
L
date with the very latest happenings. It’s the first port of call
October
for info on what’s happening on the ground and our plans for
the future.

WWW.REDISCOVERSTOCKTON.CO.UK
STOCKTON TOWN TEAM
Stockton is one of 27 schemes nationally to receive funding and support from Mary Portas' own team
and the opportunity to share in expert advice and guidance from a range of experts.
The Town Team have adopted the Rediscover branding and have some great objectives:
• To increase footfall to the Town Centre
• To bring new businesses into the Town Centre
• To better connect the Town Centre businesses with the year round events programme.

2

HERITAGE

Stockton Town Centre is host to historical and cultural roots, boasting some great
historic facts and features which need to be celebrated and woven into the
creation of new features within the transformation of the Town Centre.

Key messages:
What are we doing ensure our heritage is not forgotten?
• Bringing heritage buildings back into use
• Using creative writing to tell some of the myths and true stories that have shaped the Town
Centre and the people of Stockton
• Combining traditional and digital methods to
reveal the hidden story of the Town's streets
and buildings
• Introducing local history into the design and
material of street furniture, paving and lighting
• Highlighting the heritage of the passenger
railway using art (1825 Way Artwork)
• Supporting the recently started works on 62
Dovecot Street in creating a new Digital City
within a heritage building, planned to open in
January 2013.

THE RIVERSIDE The River Tees and its picturesque surroundings are a pleasure to be shared
by all. With year round activities from kayaking to white water rafting the
choices are fantastic. If you don't fancy getting your feet wet; why not enjoy
a beautiful walk, cycle ride or a boat trip?

Key messages:
What are we doing to bring the Riverside alive?
• Making the most of the new lighting scheme allowing the colours to reflect events, special
occasions and give the River a beautiful enhancement on an evening
• Ensuring events at the Riverside are jointly promoted with events in the High Street and vice
versa to encourage footfall between the two
• Promoting key events held on the River i.e. Infinity Festival, River Rat Race as a great platform
to bring people into Stockton Town Centre
• Promoting the River as part of the Town Centre destination.

3

WHAT’S ON? Central Stockton is home to a year round programme of festivals and events
underpinned by the annual flagship event SIRF, the country’s largest, free street
arts festival.

Key messages:
What are we doing to make the most of our events, restaurants, arts and
entertainment?
• Creating dedicated event spaces in the
transformation to support a year round
programme of events
• Providing opportunities for the town centre
restaurants to be part of the food offer at events
(Bringing the restaurants to the people)
• Promoting Town Centre events of all sizes to our
key audiences.

TRAVEL

There are several methods of getting in, out and about in Stockton and we are
trying to improve them all the time. Whether car, bike, taxi, bus or walking we
want your journey to be a smooth one.

Key messages:
What are we doing to make travel in Stockton Town Centre easier?







Introducing High Street parking at both ends of the High Street
Upgrading the traffic signals at the Maxwell's Corner (North End)
Re-aligning the road at the South End of the Town Centre (St Johns Crossing)
Reintroducing short stay car parking to the High Street
Providing a dedicated island at the South End of the High Street for buses
Providing a taxi rank at both ends of the High Street.

SHOPPING

Home to 2 shopping centres, a huge variety of High Street names including
Debenhams, H&M, HMV, M&S, New Look, River Island, a great 700 year old
market, speciality markets and an array of unique independent retailers.

Key messages:
What are we doing to make Stockton a great place to shop?
• Continuing to invest in the Enterprise Arcade to bring new and unique independent retailers to
the High Street
• Supporting businesses to create more attractive retail environments with our Business and
Retail Loan Finance Scheme
• Continuing with our plans to demolish Lindsay House to enhance the look and feel of the High
Street whilst making way for the sought after High Street parking
• Developing a dedicated market space to enhance the current offer
• Supporting Castlegate with their current works to improve the external car park, increase the
size of Spencer Hall and overall refurbishment.

4

THE HIGH STREET

We recognise that good High Streets, like good retailers, are constantly
adapting and we are committed and ready to transform our High Street to
secure its future for our communities and businesses.

Key messages:
What are we doing in the High Street?
Phase 1 of the transformation will start at the South End of the High Street on Monday 24 September,
lasting 38 weeks. Birse the contractor will be:
• Removing and replacing the old paving, kerbs, lighting, street furniture, drainage, utility cables,
road surface and traffic signals
• Repositioning the bus stops, taxi rank and Dodshon's Fountain
• Ensuring access to shops are maintained at all times, with noise, dust and disruption kept to a
minimum.
Two further phases will follow providing:
• A focal point in the central area incorporating seating, grass and a water feature
• A dedicated space for our regular market
• A flexible space for event and specialist markets
• A dedicated walk way connecting the River and the High Street together
• New spaces to sit, relax and play.

Artist impression

5

HOW CAN YOU HELP?
We are keen to engage with as many people as possible to offer advice, information,
answer questions, create partnerships etc, so if you know of any groups, people,
organisations, etc that would benefit from a briefing update too, then let us know.
Why not include details about the transformation of Stockton High Street in your
newsletters? How about a Tweet or a Facebook update?
For more information contact:
Victoria Welsh
Stockton Town Centre Marketing and Engagement Officer
Municipal Buildings
Tel: (01642) 527184 Email: Victoria.welsh@stockton.gov.uk

6

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