A few weeks ago, we were invited to attend the annual Develop Croydon Conference, an event that brings together investors, policymakers, and business leaders to discuss the future of the Borough.
For an official round up of the various talks and activities, head to the Develop Croydon website and take a look at the multiple blog posts in the News section.
For a less official take (on part of the day), read on…
This year’s event (entitled ‘Re-Start Croydon’) focused on the “next chapter of Croydon’s regeneration story”. It was great to see so much energy surrounding the Borough again, with a good attendance and interesting mix of talks, tours and participation activities. Within the programme, there was also a nod to the importance of including creatives within redevelopment planning (further highlighted by a keynote speech from the Assistant Director for Culture and Creative Industries at the GLA).
Whilst it was good to learn about the opportunities a £2 billion investment programme at Gatwick Airport will offer Croydon businesses, and it was interesting to see how “culture” (which contributes £58bn to the London economy) was being championed heavily throughout the day, it was the ‘Re-imagining Croydon Town Centre’ talk that we were most intrigued by…
This panel discussion included reps from Croydon Council, Unibail-Rodamco-Westfield, Talawa Theatre and The Audience Agency and gave renewed hope that things WILL change. However, the answers to the questions that everyone wants to know (exactly how and when?) were less clear.
A reminder (for those not following the saga) that back in April 2023, European Real Estate company, Unibail-Rodamco-Westfield (URW), bought out Hammerson’s 50% stake in the long-awaited retail/leisure project (meaning it is now entirely under their control). Since then, URW have (probably, sensibly) remained pretty quiet as they pivot and adapt their plans for the project.
Adam Smith, Strategic Development Director for URW talked a good talk.
His opening sounded sensible. “Listening to the community” and “working collaboratively” were popular soundbites throughout the day which he was keen to re-iterate. He explained that whilst there was an understandable impatience to get started, things must be done “methodically and rigorously” to ensure they “get it right”. He also highlighted the URW ‘Better Places 2030’ sustainability report which addresses the main challenges facing commercial real estate and demonstrates the company’s global objective to creating “sustainable places that reinvent being together”. At a top level, they seem to know what they’re talking about. But in terms of exactly what the new Croydon project will look like, in Adam’s own words they are keeping their cards “close to their chest” while “forming an initial vision with stakeholders and the council”. This vision will be “refined” next year after consultation with local businesses and the community but is likely to provide a mixed use of spaces including retail and leisure, homes and ultimately “an urban setting fit for 2030 onwards”. So far, it’s not exactly sounding ground-breaking (which we hope is part of that “close to the chest” strategy?)
As Nick Hibberd, a Corporate Director at Croydon Council reminded the audience, “it’s important that when we’re thinking about the regeneration of the town centre, that we don’t just think about the redevelopment of the Whitgift centre and the land holdings that URW have” because “significant as they are, they are just one part of the town centre”. The Council have employed a specialist team to develop their own vision, strategy and delivery plan for the wider town but he stressed that they continue to work hard to move URW’s plans forward.
When pressed for an answer on when we will see action, neither were able to commit to a precise date. Nick said it wasn’t for him to comment “on when regeneration was going to start on other people’s private land” while Adam explained “We are talking years rather than months for major development but there are things which will start in months rather than years.”
Without any fixed plans to be shared, it made more sense as to why Cara from The Audience Agency and Carolyn from Talawa Theatre had joined the panel.
Their opinions on what would make a great town centre, strongly aligned with what East Croydon Cool followers have had to say on the subject, both back in 2021 and since.
Cara highlighted the importance of putting “community and diversity at the heart of design” while Carolyn was keen to champion a “Cultural District” that would provide a better home for outdoor performance and public art. Like many locals, she wants to see artists and other creatives use empty shops. She stressed the importance of uplifting cultural events that are already here (referencing how recent London Borough of Culture activities had helped bring more people into the town centre). Both flagged the importance of Destination Marketing and embracing the youth demographic.
Whilst we were disappointed not to get a clearer sense of exactly what and when would be happening in the Town Centre, the conference did give us confidence that things ARE going on behind the scenes. Some locals will understandably remain sceptical, but here are 5 encouraging points we took away from the Re-imagining Croydon Town Centre talk:
- URW have said their Croydon site is a “top priority for URW globally” and their confidence in it is demonstrated by them tripling their investment in it over the past year.
- URW do not want this to become another “inward looking shopping centre”. It seems that Croydon could become the case study for how future URW developments around the world could look – and so there is a genuine focus on making it a truly creative and diverse destination.
- The Council has employed a specialist team to develop a new vision for the wider town centre alongside a new spatial strategy and a regeneration delivery plan. This will clearly outline the key infrastructure and public realm improvements the council needs to support in order for wider regeneration to happen.
- Public realm improvements to enhance Croydon’s safety will begin in January 2024. These improvements will involve a multi-disciplinary approach but have been given a head start by the re-introduction of the Public Space Protection Order, the publishing of the Youth Safety Plan, and the securement of £165k from the government’s ‘Safer Streets’ fund.
- The Croydon Urban Room will open in the Whitgift Centre in the new year. This is a dedicated, interactive space for people who live, work and visit the area to give their opinions and help shape the future of the Town Centre. It certainly seems to demonstrate an active interest from the Council, URW and other stakeholders to create a Town Centre that the local community want. To find out more, see www.croydonurbanroom.com
EAST CROYDON COOL 